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B R A N D B O O K

The 4-H Brand

Audience

Brand Positioning

Visual Identity

Name and Emblem

Co-Branding

Typography

Color Palette

Photography

Social Presence

Is My Project on Brand

TA B L E O F C O N T E N T S

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W E L C O M E

Thank you for the important work you do to support and deliver high quality 4-H positive youth development to military-connected youth, families and communities. Together, we can provide opportunities for all youth so they can thrive and succeed in life, on installation or off.

As a 4-H military partner, you play an important role in keeping 4-H relevant, topical and timely. Together, we remind stakeholders of 4-H’s:

• ability to provide opportunities and experiences to all young people;

• enduring value to society to empower the next generation of leaders;

• relevance to all Americans by building the life skills kids need to succeed;

• wide and varied relationships around the world to meet young people where they are; and

• expertise in positive youth development

Using this GuideThis brand guide was designed primarily for state 4-H military liaisons and other land-grant university and Cooperative Extension staff and volunteers implementing 4-H programs on serving military-connected youth and families. It outlines the essentials pertaining to the look and feel of 4-H and the 4-H Military Partnership so that both are consistently reflected at every touch point. Using this guide can help you understand how 4-H and the 4-H Military Partnership are presented through language and design and can make decisions on how best to promote and market 4-H programs for military-connected youth and families easier.

Funding for this guide is provided by the USDA National Institute of Food and Agriculture, through a grant agreement with Kansas State University.

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T H E 4 - H B R A N D

Through emotional connections, personal interactions, messages, images storytelling and experiences, 4-H has established a clear identity in the hearts and minds of our audiences. This collective perception of 4-H is what our brand means to people – and we manage our reputation carefully. The 4-H Military Partnership is an important extension of 4-H’s brand identity.

The 4-H VisionLeading the way to eliminating the opportunity gap for all youth

The 4-H Military Partnership MissionWhat We Do: A collaboration of military and Land-grant partners who intentionally integrate research-based programs and resources for military-connected youth, families and communities to thrive.

Why We Do It: To ensure military readiness through 4-H positive youth development for youth, families and communities.

Our ValuesWE BELIEVE IN:

The potential of all young people,

Developing young people who are empowered, confident, hard-working, determined, responsible and compassionate – who see a world beyond themselves and pathways to serve and succeed,

Ensuring access and equity for all,

The power of America’s Land-grant universities,

The practice of positive youth development (PYD)* by creating positive learning experiences,

Caring and trusted adult mentors who cultivate positive relationships with youth,

Creating safe, diverse and inclusive environments,

Meeting young people where they are

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O U R A U D I E N C E S

Primary: Military-connected parents and guardians with school-aged youth.

Secondary: CYP/CYS Professionals

Before we can talk about how the 4-H Military Partnership serves military connected youth, families and communities, we first need to make sure that our audience understands what 4-H is in clear, simple language that reinforces the 4-H brand.

Those in our audience who are 4-H alumni know first-hand the power of 4-H and Positive Youth Development. They likely have fond memories of 4-H and remain thankful for the skills they have learned and they yearn for that same experience for their children. However, you have a valuable opportunity through your interactions and communications to showcase today’s 4-H - just as you would with their peers who aren’t familiar with the organization.

4-H Brand Positioning4-H offers youth-led experiences for ALL young people to develop life-long skills through accessible, research-backed programs, empowering them to create opportunities for themselves and their communities.

Brand Experience4-H always points back to its purpose of inspiring the potential of ALL young people to thrive, no matter their circumstances. Whenever people encounter 4-H, every experience should be empowering, compassionate, inclusive and respectful – instilling curiosity, responsibility and confidence in ALL young people. For military-connected youth and families, especially, 4-H offers consistency, meaningful connection and a sense of belonging, as they navigate the difficulties surrounding deployment and reintegration, frequent relocations, and other challenges related to military life.

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O U R A U D I E N C E S (cont’d)

Brand Personality/AttitudeThe 4-H brand brims with curiosity and optimism, a sense of belonging and connection to community. Caring mentors welcome and empower ALL young people, regardless of circumstance, to discover their spark and pursue their passion.

Our Voice/ToneOur voice and tone should reflect the essence and spirit of 4-H. Regardless of the medium, we always want to convey the traits that make 4-H: responsible, curious, sincere, authentic, inclusive, intelligent and optimistic. We speak to our audiences in a simple, approachable, friendly manner.

Brand Message PlatformOn the following page, you will find a go-to reference for writing and talking about 4-H and the 4-H Military Partnership. Think of it as your elevator pitch!

WHAT(we do)We empower young people with the skills to lead for a lifetime.

HOW(we do it)The 4-H Military Partnership connects military families to 4-H through local and state 4-H programs and our support network.

Youth complete hands-on projects in areas like science, health, agriculture and civic engagement, in a positive environment where they receive support from adult mentors and peers. They learn by doing and are encouraged to take on leadership roles.

IMPACT(why it matters)4-H experiences grow leaders with life skills like confidence, independence, resilience and compassion. This produces 4-H’ers who are 4X more likely to give back to their communities, 2X more likely to make healthy decisions and 2X more likely to pursue STEM opportunities.

Service members can better focus on mission readiness knowing that their children are engaged in high quality, 4-H positive youth development programs.

WHO(we are)4-H is America’s largest youth development organization.

The 4-H Military Partnership is a collaboration of military and l and-grant university partners working together to help military-connected youth, families, and communities thrive.

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4-H has a distinctive visual look and feel that is easily identifiable anywhere—simple, contemporary and youthful—conveying authenticity, excitement for life, promise and inspiration for youth. Vibrant and bold photography, colors and fonts define a consistent, cohesive, engaging experience wherever you find 4-H.

O U R V I S U A L I D E N T I T Y

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O U R E M B L E M & L O G O SThe 4-H Name and Emblem is a federal mark, with protections and standards that exceed those of trademarks and copyrights. It remains the enduring mark for 4-H and is the consistent visual symbol of our brand. It has earned the public’s trust, which is why we manage it with great care and attention.

The logo below has been created to provide a contemporary and consistent visual identity for the 4-H Military Partnership, with the 4-H Name and Emblem prominently and proudly featured.

Download 4-H Military Partnership logo formats.

Download USDA’s Name and Emblem guidelines.

The minimum amount of clear space suggested around the logo can be defined by “x”—the height of the ‘top star’—in proportion to the size of the logo used.

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L O G O F O R M AT S

Digital FormatsContains logo formats in the appropriate RGB color space. These logos are suitable for all digital and web design needs.

• .eps - This format is not resolution dependent like png and jpg and is the preferred format for video and animation.

• .png - Like jpg, ideal for basic branding on websites, and Microsoft Office programs. This format allows for a transparent background.

• .jpg - Like png but doesn’t allow for a transparent background.

Print FormatsContains logo formats in the appropriate CMYK and PMS color spaces. These logos are suitable for all professional print design needs.

• .eps - Different color applications for eps files include the following; PMS (Pantone Matching System) color space is ideal when you want to have the best color accuracy and consistency, such as when printing business cards, letterheads, and apparel/accessories. CMYK (Cyan, Magenta, Yellow, Black) color space is ideal for the majority of your print needs, when printing professionally, such as flyers or posters. Again, the eps format is not resolution dependent, and therefore will provide the best print quality possible at any size.

• .jpg - Print versions of jpg’s are 300 dpi, and is a suitable resolution for print needs

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C O - B R A N D I N GWhen we partner with other organizations, it is appropriate to acknowledge the co-branding relationship with the most appropriate brand hierarchy. The nature of the relationship among the partners should be clearly defined and include a non-endorsement statement such as: No endorsement by 4-H is implied or intended. Use of the 4-H Name and Emblem is authorized by USDA. 4-H is the youth development program of our nation’s Cooperative Extension System.

General Guidelines

Is 4-H leading/driving the partnership?

4-H DominantGenerally, the 4-H Name and Emblem will be dominant in the materials produced and the partner is recognized in a supporting role.

Is the initiative sponsored or owned by the partner organization?

Partner or Event DominantHere, the event’s brand will be dominant. In these instances, 4-H will usually be the beneficiary or owner of the sub-brand, and your mark is used as an endorsement.

Is this an equal partnership?

Equal PartnershipIn these instances, the name and emblem and the partner logo should be equal optically in size to each other and maintain a minimum clear zone around the logo as indicated.

Is 4-H one of several equal partners?

Multiple Equal Partnerships When using our logo in a co-branded or mixed endorsed application, please ensure all the logos are of equal size. Always maintain a minimum clear zone around the logo as indicated in the clear space guidelines.

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Be sure to consult USDA-NIFA’s regulations and guidelines for proper usage of the USDA-NIFA identifier in conjunction with any co-branding of grant-funded materials and resources.

https://nifa.usda.gov/resource/official-nifa-identifier

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Gotham4-H is America’s largest youth development organization.4-H works in partnership with a community of more than 100 leading public universities across the nation. Adult mentors provide experiences to help kids learn by doing, with youth selecting from a local menu of hands-on projects in areas like science, health, agriculture and citizenship.

We empower young people with the skills to lead for a lifetime.

This experience grows leaders with life skills like confidence, resilience and curiosity. This produces 4-H’ers who are 2X more likely to make healthy decisions, 2X more likely to pursue STEM opportunities, and 4X more likely to give back to their communities.

Learn more at 4-H.org.

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O U R T Y P O G R A P H YWe use Gotham typeface to reflect our brand personality. The typeface has been described as having “an honest tone that’s assertive but never imposing, friendly but never folksy, confident but never aloof.”

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O U R C O L O R PA L E T T E4-H’s color palette visually captures our positioning and personality. Adherence to a specified color palette is essential to effective branding because color provides an immediate and powerful way to express meaning and message without words. When designing 4-H branded materials, choose colors from the palette below. Secondary colors are useful to draw attention, but should be used more sparingly. Tints of the secondary colors may be used in increments of 10 percent.

WhiteC0 M0 Y0 K0R255 G255 B255#ffffff

Primary Colors

Secondary Colors

Light GreenPMS 360C62 M0 Y78 K0R97 G194 B80#61C250

TealPMS 3252C54 M0 Y24 K0R71 G213 B205#47D5CD

SkyPMS 7457C17 M0 Y2 K0R202 G227 B233#CAE3E9

LemonPMS 1225C0 M17 Y68 K0R255 G203 B79#FFCB4F

OrangePMS 1375C0 M45 Y95 K0R255 G160 B47#FFA02F

WheatPMS Warm Gray 1C2 M3 Y4 K5R224 G222 B216#E0DED8

4-H Text*PMS 432C67 M45 Y27 K70R55 G66 B74#37424A

* Can be used as a secondary color.

SlatePMS 7544C33 M14 Y11 K31R137 G150 B160#8996A0

4-H GreenPMS 347C100 M0 Y90 K0R51 G153 B102#339966

4-H Military Partnership PurplePMS 267C81 M99 Y0 K0R105 G53 B156#522398

COLOR CODES SUCH AS “PMS 347” AND “C100 M0 Y90 K0” ARE PROVIDED FOR USE IN GRAPHIC DESIGN SOFTWARE TO ENSURE UNIFORMITY ACROSS MULTIPLE PLATFORMS AND FORMATS. YOUR UNIVERSITY/COOPERATIVE EXTENSION STAFF MAY BE ABLE TO ASSIST YOU WITH ANY QUESTIONS YOU HAVE ABOUT USING THESE COLOR CODES.

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A picture helps set the tone for the creative piece. Please use the following guide to make your images powerful:

Photo Quality • Images should be well-lit, clear and high-resolution.

• For the maximum impact, choose photos that are both emotionally compelling and content-specific.

• Prioritize professional, authentic photography with actual 4-H’ers over stock photography whenever possible.

• Diversity of topics, programs and participants are strongly encouraged.

• Use the rule of thirds – make it very clear what the image is about and remove unnecessary clutter or distractions from the composition.

• Consider lighting, facial expression, situation and their use for emotional impact – consider why a photo might have an emotional impact vs. just be illustrative of the subject.

National 4-H Council Photography Examples • Visit the following links to get a better understanding of how National 4-H Council

shoots their photography for national marketing use:

• National 4-H Council’s Flickr page (the easiest way to access the page is to simply Google that phrase).

• National 4-H Council’s Online Marketing Resource (4-H.org/MORC, log on to the page, then click “Photography”).

Tips for 4-H’ers / Individuals Being Photographed • Choose warm colors; avoid white, bright red and all-black outfits.

• Stick to solids; big patterns are too distracting.

• Refrain from wearing anything with large logos or insignia.

• Minimize jewelry.

P H O T O G R A P H Y G U I D E

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Compliance & Safety Requirements• If necessary, make sure that all 4-H’ers or individuals being photographed have

completed and signed photo release forms.

• For reference, electronic versions of Council’s release form can be found at: www.4-h.org/media-information-release.

• All participants (youth and adults) must wear any safety equipment appropriate to the activity.

• Photo subjects must be acting in a safe manner appropriate to the activity (e.g. no appearance of roughhousing or running around horses/livestock, no pretending to jump off farm equipment).

• Not all safety requirements listed may apply to all photos.

• Activities shown must conform with your 4-H program’s safety policies.

P H O T O G R A P H Y G U I D E

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S O C I A L M E D I A P R E S E N C E Use this as a guide to engage in positive and productive online conversations on your 4-H social media channels.

Best Practices

• Keep posts short, specific and impactful. (Facebook posts with 40-characters receive 86% more engagement over others).

• Always include a state/county/installation name or tag these handles/pages where appropriate. (Example: Learn more: www.4-hmilitarypartnership.org)

• Limit hashtags to 1-3 per post. When appropriate, tag National 4-H Council using the handles/hashtags listed.

• Include a picture or graphic with the post. Showcase local images of youth, program visuals, parents/caregivers, volunteers, etc.

• Incorporate local youth or program impact stories to elevate your county/state 4-H program.

National Hashtags (#) Hashtags make posts discoverable to non-followers – like a virtual pinboard. Join in on the 4-H conversation with the following national hashtags:

Use throughout the year:

• #4H

• #Opportunity4All

• #4HatHome

• #4HGrown

National 4-H Social Media Handles • Twitter: @4H

• Facebook: www.facebook.com/4-H

• Instagram: @national4H

• LinkedIn: www.linkedin.com/company/national-4-H-council

Example of a Best Practice Social Media Post

Use in April:

• #MonthoftheMilitaryChild

• #PurpleUp

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I S M Y M A R K E T I N G P R O J E C T “ O N B R A N D ? ” C H E C K L I S TUse this section as a guide to ensure that marketing projects are consistent with 4-H and the 4-H Military Partnership brand guidelines.

Project ChecklistIf applicable, have you consulted with your university/Cooperative Extension communications office of your respective military partner to ensure that you have included appropriate logos and/or language?

If applicable, are you including and following USDA/NIFA brand guidelines? Page 11

Have you incorporated 4-H brand imagery, typography, colors, logos etc.? Page 8

Does your writing speak positively about young people, with an optimistic view of the impact 4-H has on 4-H military-connected youth, their families and communities? Page 7

For social media, are you using the appropriate handles, links and hashtags? Page 15

Are you visually showcasing a diversity of topics, programs and participants (race, religion, gender, ethnicity, etc.)?

Learn more at 4-Hmilitarypartnership.org