Camp Quality USA, Inc. · This helps a brand become recognized and distinctive, regardless of how crowded the not-for-profit marketplace may be. A strong, consistent brand is a strategic

©2013 Camp Quality USA, Inc. All rights reserved.

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Camp Quality USA, Inc.

Style Guide


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Overview

It’s vital that all Camp Quality USA, Inc.

(Camp Quality) communications be created

with an understanding of our brand —

including proper use of design, imagery,

type, logo — and the right “voice.” Whether

you’re producing sophisticated print

collateral for external use, a simple internal

message, a newsletter to donors or any

other kind of communication, the Camp

Quality Style Guide provides tips and

guidance to help all of us achieve a

consistent brand image.


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Table of Contents

• Anatomy of our Brand……………………....

• What does our brand stand for?………..…

• Logos……………………………………..…

• Slogan…………………………………………

• Direct Mail……………………………….……

• Promotional/Apparel………………..………..

• Use of Sponsor Logos…………..…………..

• Web sites……………………………………..

• Other Communications………………………

• Slick Sheet………………………………………

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Purpose of style guide: Keeping a consistent image across all camps and

nationally shows people that we believe in who we are as one organization.

This helps a brand become recognized and distinctive, regardless of how

crowded the not-for-profit marketplace may be. A strong, consistent brand is a

strategic advantage. Please use this style guide to help us project a consistent

brand image.


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Anatomy of the

Camp Quality Brand

What is a brand?

A brand comprises three fundamental elements: positioning, personality, and attributes. Collectively referred to as a “brand proposition,” these components combine to form a distinct and lasting impression in the minds of current and prospective donors, COCs, media, campers, companions and the general public.

By becoming familiar with the three components of the Camp Quality brand, you will gain a better understanding of the persona we want to project in the marketplace and the implicit promise Camp Quality is making about our organization.

Brand Positioning

Companies use brand positioning to set themselves apart from the competition and explicitly or implicitly describe the value they offer. It’s what they stand for in the minds of customers and prospects. Positioning is the case that’s made to clearly establish relevance and superiority versus the competition. As such, it is the basis for differentiation.

Camp Quality’s brand positioning today revolves around the concept of letting kids with cancer be kids again; one-to-one companion:camper ratio; year-round support programs.

Brand Personality

Brand personality is the human face that organizations strive to present to the marketplace. It is most readily expressed through the “look and feel” of Camp Quality communications.

Brand Attributes

Brand attributes help a company define what it stands for. Like brand positioning, these attributes help a company set itself apart from the competition.

Attributes include: quality programs; safe environment; smiles, fun, and laughter.


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What does our brand stand for?

What does the logo represent? Will it communicate a message about

letting kids with cancer be kids again?

The logo represents a child with arms reaching toward the stars. There is

dual messaging throughout the logo: a child at camp seeing the stars in the

sky, a child reaching toward the stars as they dream of the future, and also, if

looked at from a different perspective, a smiling face. This logo represents

feelings of happiness, being uplifted, and hope.

The primary colors of the logo are red and blue. These colors are primary

colors, which are fun and vibrant to kids (some of their favorite colors). The

colors also represent a tie to the colors that Camp Quality embraced during

its inception into the USA.


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Preserving the Integrity of

the Camp Quality Brand

Prior to the creation of Camp Quality’s current brand logo and

identity, our organization did not have a unified look and

feel. Without any guidelines in place, each camp used the

resources available to them to create their own materials, visuals

and descriptions of Camp Quality. Without a cohesive look and

message, we were sometimes sending mixed signals, which made it

difficult for audiences to fully absorb our nationwide reach and to

clearly understand our mission and the impact Camp Quality brings

to the lives of pediatric cancer patients and their families.

Fast forward to today, and our Camp Quality brand identity includes

not only our name and logo, but our typeface, a color palette and a

tag line that are unique to our organization. All of these elements

work together to help our audiences form a positive connection with

Camp Quality. Through the consistency in our visual identity and

messaging, we are building brand recognition. Our audiences are

making the connection between our brand and what we

represent. It is important that we continue to protect the integrity of

our look and feel, and not confuse our audiences by changing any

part of our visual identity.


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Logos

There are two logos that are approved for us for Camp Quality use:

Standard logo Promotional logo

The Pantone colors are:

Pantone 661C Blue

Pantone 1797C Red

Font: "Blur”

Note: If the specific Pantone color is not available on promotional items, the closest possible

substitution should be selected.

Pantone designations are only used for spot-color processing. The following RGB values can

be substituted in onscreen/electronic communications or in Word documents – Red: 204, 41,

43; Blue: 8, 51, 143


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Logos

Black and White versions of the logo can be used as well.

Standard logo Promotional logo

Note: When printing the Camp Quality logo over a dark colored or solid

background, using the reverse (or all white) logo is also acceptable.

This provides sufficient contrast, helping our logo stand out.


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Standard Logo

The standard logo is to be used on all print material, such as:

• Newsletters

• Letterhead

• Envelopes

• Fax sheets

• Business Cards

• Post-it Notes

• Media kits

• Flyers

• Brochures

• Log books/Annual reports

• Folders (such as media folders)

• Mailing labels

• Posters

• Etc.

This logo is also used on the web site.

The standard logo should be used for all paper-based print or electronic

communications.


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The promotional logo was designed to keep the image of Camp Quality intact

for use when screen printing, engraving, embossing and embroidering, as

these processes can not have as much detail in the logo elements.

Items that should use the promotional logo include:

– Shirts

– Sweatshirts

– Hats/Visors

– Bandanas

– Banners

– Pins

– Pens

– Frisbees

– Balls

– Stuffed Animals

– AM/FM giveaway portable radios

– Etc.

The promotional logo should be reserved for use on promotional items that

are not printed on paper or distributed electronically.

This logo should NOT be used in print/collateral material.

Promotional Logo


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General Guidelines on

Logo Positioning

To maximize the impact of the logo, it should always appear prominently

on communications and promotional items.

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Generally, the Camp Quality logo should be dominant when branding.

The logo can be used with or without a camp name.

The logo can be used with or without the slogan.

The logo CANNOT be used without the Camp Quality USA identifier

If you choose to put the camp name or slogan with the logo, please note

the following guidelines:

• The camp name should be centered or right justified below the

logo.

• It must not exceed the point size of the Camp Quality verbiage

on the logo.

• The font of the Camp Name should be in Blur. Font files for Mac

and Windows computers can be found on the Camp Quality

SharePoint site.

• The color of the camp name should be in blue, red or, when

using the black or white reverse logo, black or white. When

using red or blue, the same Pantone versions of these colors

that are used in the logo must be used.

• If both the camp name and slogan are used, the camp name

should be the first text under the logo, with the tagline

immediately underneath or to the right side of it.


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General Guidelines on

Logo Positioning

Do not crop or alter the logo in any way other than size. This includes outlining

the logo in black, white or other colors; adding drop shadows or colors behind the

logo; or changing the colors used in the logo (e.g., the colors of the stars). When

sizing the logo, take care to ensure its overall proportions remain the same and

that the final image is not distorted.

In addition to weakening the overall power of the brand, altering the logo in any

way puts Camp Quality’s trademark rights at risk. Note: If vendors are responsible

for creating artwork for your logo items, be certain they don’t take any liberties in

adjusting font, coloring or wording/star placement.


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Slogan/Tag Line

The approved Camp Quality Slogan/Tagline is:

Letting Kids With Cancer Be Kids Again.

Slogan/Tag Line Use:

This tag line can be used is marketing and communicating what Camp Quality is.

A tag line is meant to support the goals and mission of the organization. The

Camp Quality USA name can only do so much. By nature a logo must not be

too descriptive so that you are not restricted in the future. Our name is a

verbal "shorthand" for our organization's brand promise. The logo alone is not

enough to position the organization. That is left to all your other positioning

work, such as the use of a slogan/tagline.

The Camp Quality Slogan embodies Camp Quality:

Portrays the true essence of what our programs enable kids to be -

kids

Supports our brand by focusing on children with cancer and the

outcome of letting them be kids

Provides an emotional attachment to the organization

No other slogan/tag lines should be used as a branding identifier.


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Direct Mail/Newsletters

• Direct mail is a highly targeted brand communication that can be tailored to promote

Camp Quality to campers, donors, companions, and potential donors. Through

effective use of direct mail, you can reinforce the Camp Quality brand by

demonstrating how our programs provide lasting memories and benefits to children

with cancer and their families.

• Whether executed in print or electronic format, the direct mail piece should be

created around a compelling concept — one that instills a sense of urgency in the

reader and evokes an immediate response. The messaging should be tightly

constructed around three key elements:

– Offer: what do we want to communicate to our target audience

– Supporting evidence: clear explanation on Camp Quality and how we add

value

– Call to action: Request for target audience to execute a clear action (e.g.,

donate, volunteer for COC, be a companion, attend a camp as a camper, etc.)

– The concept should unite copy and design in a way that shows how Camp

Quality is positively impacting the lives of children with cancer and their

families

– All direct mail should use the standard Camp Quality logo.

– All HTML emails (like those created in Constant Contact) should include the

Camp Quality logo, along with the slogan, Camp Quality web address, phone

number and mailing address. (Note: Email regulations (CAN-SPAM laws)

require inclusion of the mailing address, as well as an unsubscribe link or

instructions on how to unsubscribe in every email newsletter.) Email templates

should mirror the look/feel of the Camp Quality website. There are instructions

available on the Camp Quality SharePoint site for how to do this.

– We have not provided technical guidelines, for all direct mail pieces, since

each one is unique. Please contact the Camp Quality PR committee if you

would like further guidance.

NOTE: The success of any direct mailing depends on a quality mailing list and the ability to

reach the intended audience on a timely basis. Consideration should be given to

personalizing each piece and customizing content according to addressee profile

information. (Print vendors can support this through digital capabilities.)


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Promotional/Apparel

Whether you’re managing a local sponsorship event or fundraising event, branded apparel and promotional items can be an important components of your overall branding efforts. These items should always be tasteful and appropriate, based on the nature of the event or professional relationship. In every case they should convey a sense of quality.

Logo Usage:

• The promotional logo should be used on all promotional/apparel items.

• Select types of materials and processes inherent in the production of apparel items may prevent reproduction of the approved logos – based on color. If you want to use the logo on a red or blue item, based on our colors, you should use the black and white version of the promotional logo. It is acceptable to use the color logo on all other color shirts.

• Apparel: It is acceptable to place the logo on the front of T-shirts, polo’s, sweatshirts, jackets, etc. The Camp Quality Logo can be placed on the back of the shirts as well. It is permissible to use the Camp Quality logo on the sleeve of the shirt.

• Caps/Hats/Visors: The logo should appear on the front portion of the hat. It is permissible to have the logo on the back as well. It is also permissible to put the slogan/tag line on the hat (side or back).

Slogan Usage:

• The slogan can be used on promotional items, with or without the logo.

• If used without the logo, you need to also include the Camp Quality Name.

– Camp Quality USA: Letting Kids with Cancer Be Kids Again


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Use of Sponsor Logos

Camp Quality understands the importance of fundraising and securing

sponsors to help us provide the best services to our campers during their

activities with the organization.

Logo Usage:

– When using this logo with other logos (e.g. allowing sponsor to have

their logo on a shirt at camp), the Camp Quality logo should be the

dominant logo. Camp Quality should be the only logo on the front of the

shirt (we should not let sponsors put their logos on the front).

– For hats, the sponsor logo would need to be on the back of the hat,

where the front is reserved for the Camp Quality logo.

– Sponsor logos may be put on posters to display during activities they

are supporting.

– Sponsor logos can not be on the main Camp Quality banner without

written permission from the CEO.

Partner Logo Usage:

– Occasionally, camps may partner with other like-minded, nonprofit organizations in the co-sponsorship of an event. In this instance, the Camp Quality and the co-sponsor logos can be treated with equal weight on communications or promotional materials, though no logo or other tagline should ever be merged with those of Camp Quality.

Please note: This does not include donated items for kids to wear at camps

(I.e. a store donates Nike hats, NASCAR donates shirts, etc.). The above

guidelines are if the item has the Camp Quality logo on it.


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Web Site/Online

Communications

Our website is one of our most vital communications tools and may often be

the first place that we introduce our organization to potential campers,

volunteers and donors. For this reason, all camps are required to maintain a

website under the Camp Quality domain name

(http://www.campqualityusa.org/campnameabbreviation) and linked from the

Camp Quality USA site.

Website Guidelines:

• Individual camp sites should mirror the general look and feel of this site.

Primary navigation links on the National Site are: Camps, About Us, Events,

Get Involved, Donate, and Contact Us. (These are the navigation links that

go across the top of the homepage.)

• While camps cannot add or delete primary navigation buttons, individual

camp sites may adjust the secondary navigation buttons (up to five may be

included down the right column of the homepage) and personalize their sites

with additional content (photos, scrapbooks, video, etc.) Primary navigation

buttons for camps are: About Our Camp, Get Involved, Ways to Give,

Stories and Pictures, and Contact Us.)

Social Media Guidelines:

• Camps are further encouraged to engage current and potential audiences

through the use of social media sites (e.g., FaceBook, Twitter, YouTube or

Picasa) if resources exist to maintain them.

• Please follow all applicable branding guidelines, particularly regarding logo

and slogan/tagline use. On these sites as well.


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Other Communications

General Guidelines on Logo Position

To maximize the impact of the logo, it should always appear prominently on

communications and promotional items

Logo Usage:

• Letterhead/Fax Cover Pages: The logo should appear in the top left-hand

corner of all communication materials. An area of clear space must be

maintained around the logo.

• Press Release/Media Alert: The logo should appear in the top right-hand

corner of these communication materials (distinguish them away from

letterhead/Fax).

• PowerPoint®, slides: The logo should appear in the bottom right corner of

the slide (does not include the title slide. For logo positioning on the cover

slide, please use best judgment. Logo must appear on the title slide.)

• Advertising: We would like the logo positioned in the bottom right corner.

With advertising we also suggest you include a contact name, phone number,

web site link and slogan.

Logo Sheet Color specifications

Blue: Pantone

661C

Red: Pantone

1797C

Font: "Blur”

Please do not crop or

alter the logo in any

way other than size.

Logos are also

available in digital

format. Please contact

Patty Harris at

Phone (330) 671-0167

Email:

[email protected]

Logo Sheet B/W specifications

Font: "Blur”




Logos are also



Patty Harris at

Phone (330) 671-0167

Email:

[email protected]


Blue: Pantone

661C

Red: Pantone

1797C

Font: "Blur”




Logos are also



Patty Harris at

Phone (330) 671-0167

Email:

[email protected]

Camp Quality USA, Inc.TM



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Blue: Pantone

661C

Red: Pantone

1797C

Font: "Blur”




Logos are also



Patty Harris at

Phone (330) 671-0167

Email:

[email protected]




Camp Quality USATM

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Camp Quality USATM

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Camp Quality USATM

Camp Quality USATM

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Camp Quality USATM




Camp Quality USATM

Camp Quality USATM

Documents

Camp Quality USA, Inc. · This helps a brand become recognized and distinctive, regardless of how crowded the not-for-profit marketplace may be. A strong, consistent brand is a strategic