Text4baby Brand Standards...10 Text4baby Brand Standards Guide | January 2013 Color Variations Whenever possible use the 3-dimensional version of the Text4baby logo. Alternate versions

Text4babyBrandStandardsA guide to logo usage and brand elementsDecember 2013

Table of Contents

Text4baby Logo 05Standard Logo 07

Clear Space 09

Color Variations 10

Using Logos on Photography 11

Incorrect Use 12

Requirements for All Communications 14

Text4baby in Text 15

Style Guide 16

Text4baby’s Visual Identity 17Color Palette 19

Typography 20

Photography 22

Branded Applications 29Posters & Flyers 30

Thank you for becoming a Text4baby outreach partner! This document outlines the specific usage guidelines for all Text4baby brand elements, including logo, color palette, photography, and typography. Use this guide as a reference whenever communicating about Text4baby.

For questions or more information, please email us at [email protected].

4 Text4baby Brand Standards Guide | January 2013

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Text4baby Logo The Text4baby logo is the cornerstone of the program’s identity. It is the first thing our audience sees. Therefore, the integrity and correct use of the logo should be your primary concern when developing materials.

Before using the Text4baby logo, review the provided guidelines to ensure you are using the logo correctly.

Our Logo


7

Standard Logo

The standard logo consists of the “B” graphic, sound wave and the “Text4baby” logo-type. All of these elements must be used as a single unit of artwork. The “Text4baby” logo-type is not to be separated and should not be used independently. Adherence to the standards outlined in this document is critical in order to protect the service mark (SM).

Note: The Text4baby “B” graphic was refreshed in early 2012 to reflect a more modern image. Please check you are using the appropriate files. If you have any questions, please contact [email protected]

Text4baby logo-type

Sound wave

“B” graphic

Service mark

Our Logo


9

Clear Space

Presenting the logo without overlapping or intruding elements is essential to maintaining its integrity. This “clear space” must be free from any graphic elements, including your organization’s logo. The safe area is equal to 1/5 of the width of the standard logo.

DO NOT PLACE GRAPHICS OR TYPE WITHIN THE CLEAR SPACE

DO NOT PLACE GRAPHICS OR TYPE WITHIN THE CLEAR SPACE

This is an example of text violating the logo clear space.

X/5X

X/5


Color Variations

Whenever possible use the 3-dimensional version of the Text4baby logo. Alternate versions may be used if the production process cannot reproduce the gradient correctly.

The one color version of the logo is designed for silk-screen, embroidery, and other one-color print applications. When using this version the logo should only be reproduced in Text4baby magenta or black.

PREFERRED, 3-D: FOR PRINT MATERIAL (CMYK) AND ON-SCREEN (RGB)

ALTERNATE, ONE COLOR: FOR SILK-SCREENING, EMBROIDERY, AND OTHER ONE-COLOR PRINTING

ALTERNATE, WHITE: USE WITH DARK COLOR BACKGROUNDS

T4B MAGENTACMYK 0/100/0/0RGB 215/5/120

CMYK 0/100/0/0RGB 215/5/120

CMYK 0/35/0/0RGB 255/210/215

WHITECMYK 0/0/0/0RGB 255/255/255

T4B MAGENTAPMS PROCESS MAGENTA CCMYK 0/100/0/0RGB 255/210/215

BLACKCMYK 100/100/100/100RGB 0/0/0

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EXAMPLE OF 3-D OR ONE COLOR LOGO ON A LIGHT BACKGROUND

EXAMPLE OF WHITE LOGO ON A DARK BACKGROUND

Using Logos on Photography

Placing the Text4baby logo on a photograph is permitted. When applying the logo on a light area of the photography, use the tonal or solid color logo. When applying it to a darker area use the white logo.


DO NOT DISTORT OR SKEW OUR LOGO.

DO NOT SLANT OR ANGLE OUR LOGO.

DO NOT USE UNAPPROVED COLOR COMBINATIONS OR PLACE BETWEEN TWO

BACKGROUND COLORS.

DO NOT USE A LIGHT BACKGROUND COLOR THAT IMPAIRS LEGIBILITY.

Incorrect Use of Logo

It is crucial that our logo standards are adhered to in every communication. However, situations may arise that are not covered by the information available. At right are examples of incorrect uses of the logo.

If you are interested in creating a state or local version of the Text4baby logo for your own campaign, please contact [email protected].

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DO NOT CREATE A SHAPE OR APPLY A STROKE AROUND OUR LOGO.

DO NOT CREATE A DROP-SHADOW OR GLOW AROUND OUR LOGO.

DO NOT APPLY OUR LOGO OVER BODY PARTS OF BUSY AREAS OF A PHOTOGRAPH

DO NOT SEPARATE THE LOGO-TYPE FROM THE “B” GRAPHIC

Our Logo


Requirements for All Communications Using the Call to Action: “Text BABY (or BEBE) to 511411”

The Mobile Marketing Association and CTIA have developed guidelines for best practices in promoting texting services for consumers to protect them from false advertising. CTIA monitors compliance with these policies. These policies require that, whether in print or on the web, anything that has the call to action -- “Text BABY (or BEBE) to 511411” must have the following information:

1) Language outlining that the service is free – “Free” 2) Message frequency – “three text messages a week” 3) A web link to full terms and conditions – “Text4baby.org”4) Instructions for obtaining help – “Text HELP to receive assistance”5) Instructions to cancel service – “Text STOP to discontinue messages”

Sample: Text the word BABY (or BEBE for Spanish) to 511411 to receive three free text messages a week, timed to your due date or your baby’s birth date, through pregnancy and up until the baby’s first birthday. For more info visit www.Text4baby.org. Text STOP to discontinue messages or HELP for help.

Television PSAs require a visual of the HELP and STOP information; but radio advertising does not require HELP or STOP information.

As a condition of your partnership agreement with Text4baby you agree to be compliant with these guidelines.

The information here is for guidance only but for more details on the policies, please see: http://www.mmaglobal.com/bestpractice

For Spanish materials, please include the following:1) Language outlining that the service is free - “Gratuito”2) Message frequency – “Tres mensajes de texto por semana.”3) A web link to full terms and conditions – “Text4baby.org”4) Instructions for obtaining help – “Textea AYUDA para recibir ayuda”5) Instructions to cancel service – “Textea ALTO para cancelar los mensajes”

Ejemplo:Textea la palabra BEBE (o BABY en Inglés) al 511411 para recibir tres mensajes de texto por semana, programados de acuerdo con la fecha prevista de tu parto o el cumpleaños de tu bebe, durante tu embarazo y hasta que tu bebe cumpla su primer año. Para obtener más información visita www.Text4baby.org. Textea ALTO para cancelar los mensajes o AYUDA para recibir ayuda.

15Our Logo

CORRECT USE

INCORRECT USE

Text4baby in Text

When writing Text4baby in text, the name should appear unstylized and in the same font, color and size as the surrounding text.

Text4baby must be capitalized in all instances, including in the middle of a sentence. The first “b” in Text4baby is never capitalized.

The program should never be referred to as “Text4babies.” For other common mistakes when writing Text4baby in text refer to the incorrect uses on this page.

Text4baby is capitalized in all instances, including in the middle of a sentence.

IF THE SURROUNDING TEXT IS IN ALL CAPS, TEXT4BABY MAY APPEAR IN ALL CAPS.

Do not split or hyphenate Text4-baby on two lines.

Do not underline Text4baby or italicize Text4baby.

Do not increase the font size of Text4baby.

Do not refer to the program as Text4babies.

Do not capitalize the first b, Text4Baby.


Style Guide

Style Considerations:• General spelling of URLs (use www but not http://)

• Current participating providers are: Alltell, Assurance Wireless, AT&T, Bluegrass Cellular, Boost Mobile, Cellcom, Cincinnati Bell, Cricket, MetroPCS, n-Telos, Nex-Tech Wireless, Sprint Nextel, T-Mobile, U.S. Cellular, Verizon Wireless, and Virgin Mobile USA.

Key Messages for Use: • Text4baby is a free program of the non-profit National Healthy Mothers, Healthy Babies Coalition

(HMHB). The Founding Sponsor is Johnson & Johnson. Founding partners include Voxiva, The Wireless Foundation, and Grey Healthcare Group (a WPP company). Women who sign up for the service by texting the word BABY (or BEBE for Spanish) to 511411 receive three free SMS text messages each week, timed to their due date or baby’s date of birth.

• Text4baby is the nation’s largest free texting health education service that helps to reinforce key messages pregnant women and mothers with babies under one need through the use of an easy and popular communication channel – the mobile device.

• Text4baby users feel three times more prepared for motherhood than non-Text4baby users according to a George Washington University randomized evaluation2.

• Evaluation findings indicate that Text4baby is increasing users’ health knowledge, facilitating interaction with health providers, improving adherence to appointments and immunizations, increasing a mother’s feeling of preparedness, and strengthening access to health services.

1 California State University San Marcos National Latino Research and University of California San Diego Final Evaluation Results (unpublished). Data collected via three surveys implemented October 2011 – October 2012. Total sample size = 626.

2 Evans, W., Wallace, J., and Snider, J. Pilot Evaluation of the Text4baby Mobile Health Program, BMC Public Health, 12. Available: http://www.biomedcentral.com/1471-2458/12/1031/abstract.

Text4baby Terminology Guide:

USE DO NOT USEfactsheet fact sheetBABY (or BEBE for Spanish) “BABY” (or “BEBE” for Spanish)bipartisan bi-partisanFounding Sponsor founding sponsorText4baby Outreach Partner outreach partnerText4baby Friend friendtearpad tear-pad

tear padtear-off pad

www.Text4baby.org http://www.Text4baby.orgMoms with babies under one Moms with babies under the age of one

Moms with infantsNew moms

prenatal pre-natalflyers fliersText4baby service Text4baby program

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Text4baby’sVisual Identity

Each communication with colleagues, partners, and users is an opportunity and responsibility to strengthen our brand equity. All elements used in Text4baby’s visual identity–color, photography, typography, tone of voice–help to establish the look and feel of the brand.

Proper execution of the visual identity will ensure consistent and accurate communication with your target audience. Before developing materials, become familiar with the entire visual identity system. If you need assistance or to request files, please contact [email protected].

Our Visual Identity


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T4B MAGENTAPMS PROCESS MAGENTA CCMYK 0/100/0/0RGB 236/0/140

T4B BLUEPMS PMS 306 CCMYK 70/0/0/0RGB 18/194/233

T4B GRAYPMS PMS 877 CCMYK 0/0/0/60 RGB 128/130/133

T4B PURPLEPMS PMS 2603 CCMYK 70/100/3/0RGB 110/41/141

Color Palette

Text4baby’s primary brand color is magenta. It is bold and vibrant and captures the energy and spirit of the program. Secondary colors–blue, purple, and gray–can be used to add variety to branded materials.

Reference the proportions of the color diagram on this page to understand how to balance these colors. Magenta should always be the dominant color.

For print applications PMS (Pantone®) and CMYK (process color) values are defined for each color. RGB color values are defined for web and on-screen applications. When working with a designer or printer, provide them with these color profiles.

To use these colors in Microsoft Office programs, go to colors in your toolbar, choose “more colors”, choose the “custom” tab, and enter the RGB numbers that you see here.

Our Visual Identity


Typography

The Text4baby font is VAG Rounded. Thin and light weights should be used for body text. Bold and black weights should be used for titles and to show emphasis. Do not stretch or alter the typeface.

Because only a select number of fonts are universally available on computers, Arial Rounded MT Bold has been selected as the default Text4baby font when VAG Rounded is not available.

Variations in size, color, and weight may be used to create visual hierarchy and strengthen legibility. Use colors from the Text4baby color palette. At right are examples of how type can be styled.

PREFERRED:VAG ROUNDED THIN

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890VAG ROUNDED LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890VAG ROUNDED BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890VAG ROUNDED BLACK

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

DEFAULT:ARIAL ROUNDED MT BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

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EXAMPLE: STYLIZED INSTRUCTIONS

EXAMPLE: STYLIZED TITLE AND BODY COPY

Our Visual Identity

Text BABY to 511411Textea BEBE al 511411

Title is Magenta VAG Rounded Bold (30/36pts) Subtitle is blue VAG Rounded bold (18/22pts) lowercaseBody copy is VAG Rounded Thin (10/13pts). Body copy is gray. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean rutrum est at lorem highlight is magenta VAG Rounded Bold (10/13pts). Suspendisse fringilla, massa sit amet adipeniscing molestie, sem elit dignissim est, sed lacinia est lorem vitae ipsum. Cura bitur lobortis felis vel libero suscipit vitae malesuada.


Photographic Style

NOTE: These images are examples only and not representative of Text4baby photographs.

Photography adds richness and authenticity to our brand. Text4baby photography focuses on the mothers and babies the program helps. Photography should capture real moments and relationships. The people in the photos should not look posed.

At right are some examples of images that are appropriate for Text4baby. If you are uncertain about a particular graphic regarding health/safety imagery, please email [email protected] for our review.

Common qualities of Text4baby images:

• Natural light helps images feel alive and healthy.

• The touch between mother and baby shows human connection.

• Loving interaction between a parent and child can be shown through eye contact, touch or gestures.

• Subjects should be engaged in real-life, everyday moments.

• Supportive couples interacting in realistic, natural ways.

• A range of ethnicities.

• Clean and simple. Not over stylized.

• Pops of brand colors (magenta and cyan blue) help reinforce the brand palette.

• Follow best practices for pregnancy and infant health and safety, including crib safety, SIDS risk reduction criteria, and prenatal health.

MOTHER AND BABY

PREGNANCY

Images shown are examples only and will need to be purchased before use.

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Here are some specific messages we send to moms. Be sure to reflect them in all graphics you use.

• Infant Feeding: Breast is best! Please refrain from images that include pacifiers or bottles in anything next to the Text4baby logo.

• Safe Sleep:The safest way for baby to sleep

is on his back in a crib, so please be sure that all images of baby sleeping reflect this recommendation. Nothing else should be in the crib with baby- not even blankets!

• Occupant Protection: Any image of a child in a safety seat meant for a vehicle needs to be reviewed by a certified technician. For an inspection site near you call 888-327-4236.

• Safety: Be sure there are no hazards to

baby in any stock photos you might find. Subtle things like cords from blinds or outlets not covered can’t be in the background or anywhere near a Text4baby baby!

Our Visual Identity

SUPPORTIVE RELATIONSHIPS

Images shown are examples only and will need to be purchased before use.


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Applications In this section are examples of the visual identity being applied. Reference these examples when beginning any new marketing or promotional materials. Pay attention to how the elements of the visual identity are used in combination to create consistent branding and direct messaging.

Applications


Posters & Flyers

Posters and flyers are some of our most common advertising and promotional formats. Posters and flyers should include:

• The Text4baby logo

• A call to action

• A brief description of the program

• The Text4baby website URL

• Text message frequency

• STOP and HELP info

• Partner logos

NOTE: These images are examples and not necessarily representative of existing Text4baby materials for use.

EXAMPLE: POSTER

Call to action

Text message frequency STOP and HELP information Logo

Your baby has you.You have Text4baby.Text BABY to 511411Text the word BABY (or BEBE for Spanish) to 511411 to receive threeFree text messages a week, timed to your due date or your baby's birth date,through pregnancy and up until the baby’s first birthday. For more info visitwww.Text4baby.org. Text STOP to discontinue messages or HELP for help.

Program descriptionWebsite URL

27Applications

EXAMPLE: FLYER 1

Text message frequency STOP and HELP information

EXAMPLE: FLYER 2, FRONT BACK

Program description

Call to actionLogo

Text4baby offers FREE messages on your cell phone to help you through your pregnancy and baby’s first year.

Signing up is easy! Text BABY (BEBE en Español) to 511411

What is Text4baby?If you’re pregnant or a new mom, you can sign up for FREE text messages sent directly to your cell phone through a program called Text4baby. With Text4baby you’ll receive three text messages each week, timed to your due date or baby’s birthday. Messages start in pregnancy and go through your baby’s first year. You’ll get tips on prenatal and infant care, immunization, postpartum depression, breast feeding, oral health, quitting smoking, infant feeding, car safety and safe sleep.

What people are saying about text4baby:

“Messages and reminders from Text4baby help put me at ease. Being relaxed is better for me and my baby.”– Pregnant Mom

“Text4baby is so empowering…Moms are receiving accurate health information on their cell phones that they can use to start a conversation with their midwives or doctors.”– Physician

Learn more at www.Text4baby.org!

Thanks to the support of: CTIA - The Wireless Foundation and participating cell phone companies. All messages you receive from text4baby are free! Even if you don’t have a text messaging plan, you can get these messages for free. If you have limited texting per month, text4baby won’t take away from your total amount of messages.

Participating providers include: Alltel, Assurance Wireless, AT&T, Bluegrass Cellular, Boost Mobile, Cellular South, Cellcom, Centennial Cellular, Cincinnati Bell, Cricket, Metro PCS, N-Telos, Nex-Tech Wireless, Sprint Nextel, T-Mobile, U.S. Cellular, Verizon, Wireless, Virgin Mobile USA

Text4baby protects your privacy. Information collected from you when you sign up for Text4baby is only used to send Text4baby messages. Your information is not sold or shared with anyone for any commercial purpose. You won’t get mailings or messages about any products because of Text4baby.

Text4baby is a free service of the National Healthy Mothers, Healthy Babies Coalition

Website URL

Partner logos

Your baby has you.You have Text4baby.Text BABY to 511411Text the word BABY (or BEBE for Spanish) to 511411 to receive threeFree text messages a week, timed to your due date or your baby's birth date,through pregnancy and up until the baby’s first birthday. For more info visitwww.Text4baby.org. Text STOP to discontinue messages or HELP for help.

Call to actionProgram description

LogoYour baby has you.You have Text4baby.Text BABY to 511411Text the word BABY (or BEBE for Spanish) to 511411 to receive threeFree text messages a week, timed to your due date or your baby's birth date,through pregnancy and up until the baby’s first birthday. For more info visitwww.Text4baby.org.

Text message frequency STOP and HELP information

STOP and HELP info not included


Documents

Text4baby Brand Standards...10 Text4baby Brand Standards Guide | January 2013 Color Variations Whenever possible use the 3-dimensional version of the Text4baby logo. Alternate versions