MDA Communications and Promotional Materials Guide Brand Toolkit and Resources for Use in Communities Nationwide

MDA Visual Identity Guidelines This document outlines how the MDA brand should visually be used, including how to use all logos, colors, fonts, photography and more. This document should be provided to all partners who create materials or designs on behalf of MDA.

Our MDA brand is a reflection of who we are, what we believe in and the promise we’ve made to all the families we serve. Along with a renewed look that reflects the passion, inspiration and personalization unique to MDA, new materials are available to help staff nationwide tell MDA’s story with the greatest impact and present our brand consistently in hometowns across America.

This document outlines all the materials that are available to you, where to find them and how to use them. For questions about the MDA brand toolkit and resources, contact marketing@mdausa.org. New MDA Brand GuidelinesThe following items are available on MERLIN in the Communications & Brand Resource Center.

MDA Voice & Messaging Guidelines This document provides the foundation for how all MDA staff should speak and write about MDA. It outlines the tone and voice we should use in our communications and provides external messaging and ready-to-use content to help staff speak confidently and consistently about MDA and our mission in communities.

Increasing Relevance, Resonance and Revenue to Help Families Live Longer and Grow Stronger MDA Voice & Messaging Guidelines

Brand Toolkit The following materials will be shipped to each office at no additional cost to local offices. Most items will arrive in late January 2016.

MDA Polo Shirts Every MDA staff member will receive a branded MDA polo shirt. These can be worn to professionally and consistently represent MDA in communities, including at networking events, meetings with supporters/potential supporters, at MDA events and anywhere staff deem appropriate.

Shirts will arrive from Staples at MDA offices and remote employee home offices on Friday, December 18, 2016. If more shirts are needed in the future (e.g. new staff join MDA), please contact marketing@mdausa.org.

NOTE: Anything featuring the new MDA logo, including these polo shirts, should not be worn or shared with the public until Jan. 29, 2016. 1

MDA Magnetic Name Badges Every MDA staff member will receive a branded MDA name badge with their first and last name on it. These can be worn to professionally and consistently represent MDA in communities where families, donors, sponsors, health care partners and potential supporters may be present. Badges will arrive from Staples at MDA offices and remote employee home offices in late January 2016.

If and when additional name badges are needed for new employees, order on stapleseasyprint.com.

NOTE: Anything featuring the new MDA logo, including these name badges, should not be worn or shared with the public until Jan. 29, 2016.

MDA Exterior Vinyl Logo Graphic SELECT OFFICES: MDA offices that have exterior windows where MDA branding can be displayed will receive a vinyl logo graphic to help brand their office. USAGE: Vinyl graphics should be installed on your office exterior door/ window where applicable. Complete installation instructions will be included when the graphic arrives. This should replace any existing or outdated MDA logo signage. Please appropriately remove all outdated logos from the interior and exterior of your office. Graphics will be shipped by vendor GFX to select offices for arrival in late January 2016. NOTE: Do not install your exterior vinyl graphics until Jan. 29, 2016.

NEW MDA Exterior Signage Cabinet Insert SELECT OFFICES: MDA offices that have exterior signage cabinets will receive a replacement plexiglas signage insert with a vinyl logo graphic to help brand their office. Graphics will be shipped to select offices from vendor GFX for arrival in late January 2016.

NOTE: Do not install your exterior vinyl graphics until Jan. 29, 2016.

MDA Communications and Promotional Materials Guide Brand Toolkit and Resources for Use in Communities Nationwide

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MDA Logo Interior Office Signage Every MDA office will receive signage for your office reception area.

USAGE: Your office signage should be installed in your reception area, preferably behind a reception desk that is most visible as people enter your office. Complete installation instructions will be included when the signage arrives. This should replace any existing or outdated MDA logo signage. Please appropriately remove all outdated logos from the interior and exterior of your office.

Graphics will be shipped to all offices from vendor GFX for arrival in late January 2016. NOTE: Do not install your exterior vinyl graphics until Jan. 29, 2016.

MDA 10’ x 10’ Pop-up Canopy Tent Every MDA office will receive one 10’ x 10” pop-up canopy tent for use at events when a branded MDA presence is needed (e.g. expo booths, registration area at MDA events, promotional opportunities to raise awareness about MDA in communities, etc.).

USAGE: Each tent will come with a carrying bag with wheels for easy transport and weights/stakes for stability. Instructions on how to assemble will also be included.

Tents will be shipped to all offices from Staples for arrival in late January 2016. NOTE: Do not use your tent until Jan. 29, 2016.

MDA 8’ Tablecloths Every MDA office will receive two MDA 8’ tablecloths for use at events when a branded MDA presence is needed (e.g. expo booths, registration area at MDA events, promotional opportunities to raise awareness about MDA in communities, etc.).

Tablecloths will be shipped to all offices from Staples for arrival in late January 2016.

NOTE: Do not use your tablecloths until Jan. 29, 2016. After this date, please discontinue use of tablecloths with outdated MDA logos or branding.

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MDA Communications and Promotional Materials Guide Brand Toolkit and Resources for Use in Communities Nationwide

22” x 28” MDA Mission Signage Every MDA office will receive four MDA easel signs that focus on different areas of our mission. They can be used at events and in communities to create a consistent presence and to visually help show how MDA supports families. They will arrive in a reusable carton. The following signs will be included in your shipment. Each sign uses the new MDA “supergraphics” that represent our 3Cs (cure, care, champion) with a mission fact.

1. General MDA sign (Helping families live longer and grow stronger)2. CURE: MDA research (research statistic) 3. CARE: MDA clinical care (MDA Care Center (clinic) statistic)4. CHAMPION: MDA family support (MDA Summer Camp statistic)

Mission signs will be shipped to all offices from Staples for arrival in late January 2016.

NOTE: Do not use your mission signs until Jan. 29, 2016. After this date, please discontinue use of all easel signs and other display banners with outdated MDA logos or branding.

MDA Pull-up Banners Every MDA office will receive five MDA pull-up banners for use at events and in communities. They will arrive in the canisters and carrying bags that each office shipped back to our vendor to be mindful of costs. The following banners will be included in your shipment. Each banner has a different family photo on it that reflects the diversity of our families and our mission offerings. 1. General MDA banner (Helping families live longer and grow stronger)2. CURE: MDA research (Finding research breakthroughs across diseases) 3. CARE: MDA clinical care (Caring for kids and adults from day one)4. CHAMPION: MDA family support (Empowering families with services and support)5. MDA Care Center (Banner that can be used at clinic to make it clear that this is an MDA clinic and to provide a welcoming experience for families)

Pull-up banners will be shipped to all offices from Great Projections for arrival in late January 2016.

NOTE: Do not use your pull-up banners until Jan. 29, 2016. After this date, please discontinue use of all banners with outdated MDA logos or branding.

MDA Communications and Promotional Materials Guide Brand Toolkit and Resources for Use in Communities Nationwide

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Steven G. Ford EVP, Chief Marketing & Communications Officer

office 312.260.5920mobile 630.337.0270sford@mdausa.org

222 S. Riverside Plaza, Suite 1500Chicago, IL 60606-6000

facebook.com/MDANational

@MDAnews

Muscular Dystrophy Association

mda.org

info@mdausa.org

office 312.260.5920 fax 630.337.0270

222 S. Riverside Plaza

Suite 1500 Chicago, IL 60606-6000

Muscular Dystrophy Association mda.org

Muscular Dystrophy Association 222 S. Riverside Plaza, Suite 1500 Chicago, IL 60606-6000

MDA Generic Folder Every MDA office will receive 150 new MDA pocket folders to deliver important information to our audiences, including for use at sponsor meetings, community meetings and to deliver welcome packet information at MDA Care Centers.

Folders will be shipped to all offices from Staples for arrival in late January 2016.

NOTE: Do not use your folders until Jan. 29, 2016. After this date, please discontinue use of all outdated MDA folders.

MDA Communications and Promotional Materials Guide Brand Toolkit and Resources for Use in Communities Nationwide

10’ x 8’ MDA Step-and-Repeat Photo Backdrop Every MDA office will receive one MDA step-and-repeat backdrop that measures 10 feet by 8 feet. This can be used as a backdrop at MDA special events and anywhere a branded background is needed for photographs and other opportunities. The backdrop will arrive in a carrying case along with collapsible frame hardware.

Step-and-repeat backdrops will be shipped to all offices from Sticker Banner for arrival in late January 2016. NOTE: Do not use your backdrop until Jan. 29, 2016. After this date, please discontinue use of all other step-and-repeat banners with outdated MDA logos or branding.

MDA Branded Business Materials The following items are available for you to order online for use after January 29, 2016. New business cards and envelopes should be ordered once you deplete your current stock — or starting July 1, 2016 — whichever comes first. No outdated MDA logos, business cards or other materials should continue to be used after July 1, 2016.

MDA Business CardsMDA Letterhead MDA Envelopes

These items can be ordered on stapleseasyprint.com starting late January 2016.

The following items are available on MERLIN in the Communications & Brand Resource Center:

Email SignatureMDA Fact Sheets Interoffice Memo Fax Cover Sheet

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