THE CHRIS KYLE FROG FOUNDATION

BRAND MANUALCKFF-0318-0004.00; Updated March 2018

CKFF Brand Manual CKFF-0318-0004.00; Updated March 2018

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CONTENTSCONTENTS

ORGANIZATION OVERVIEW 3

WHAT IS A BRAND AND HOW CAN BRAND IMPACT RESULTS? 3

WHAT IS THE CKFF BRAND? 3

WRIT TEN & VERBAL MESSAGING 4

CKFF MISSION STATEMENT 4

CKFF VISION STATEMENT 4

CKFF BRAND PROMISE 4

CKFF BRAND POSITIONING STATEMENT 5

CKFF BRAND VALUES 5

CKFF TAGLINES 6

CKFF BRAND VOICE & KEYWORDS 6

CKFF KEY MESSAGING 7

MESSAGING FOR CKFF SOCIAL MEDIA CHANNELS 8

VISUAL 10

LOGO CONFIGURATIONS 10

LOGO USAGE 11

COLOR PALET TE 12

T YPOGRAPHY 13

CKFF Brand Manual CKFF-0318-0004.00; Updated March 2018

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ORGANIZATION OVERVIEW The Chris Kyle Frog Foundation (CKFF) was founded by Taya Kyle to honor the life and legacy of her husband, “American Sniper” Chris Kyle. Chris and Taya knew first-hand the challenges military and first responder families encounter from their lives of service. Prior to Chris’ untimely passing in February 2013, he was developing his vision for CKFF programs to support active duty military, veterans and first responder marriages and families. Today, Taya and the CKFF team are fulfilling Chris’ vision through the development and delivery of life-changing, impactful programs and services to service couples across the U.S.

This guide will introduce you to the CKFF brand, and provides guidance on how to use the CKFF visual identity, also known as a logo, as well as how to refer to the organization when communicating in written and verbal format with different types of audiences.

WHAT IS A BRAND AND HOW CAN BRAND IMPACT RESULTS?The American Marketing Association defines a brand as “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” A brand is the essence of a company—what is stands for, the impact it makes, and the feeling a client or employee has when they engage with a company. A company’s brand is equivalent to a reputation for a person—it’s highly valuable and should be protected, because it’s what can create or lose business opportunities for a company if it is not experienced by your intended audiences in the way you are aiming.

A company’s brand comes to life through visual elements—a logo, colors, type of fonts used, website design, and through written and verbal language. When you engage with CKFF supporters- donors, corporate partners, media, CKFF program participants— you bring the CKFF brand to life through the words you use and how you manage relationships.

WHAT IS THE CKFF BRAND?This guide will review the following two key elements of the CKFF brand:

› Written and verbal messaging

› Visual (logo)

CKFF Brand Manual CKFF-0318-0004.00; Updated March 2018

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WRIT TEN & VERBAL MESSAGINGThe preferred name to use is Chris Kyle Frog Foundation (CKFF), with first use, followed by CKFF thereafter.

A secondary name to use is the Foundation

CKFF MISSION STATEMENTA mission statement actively defines what an organization aims to accomplish each day.

CKFF Mission Statement:

The mission of the Chris Kyle Frog Foundation (CKFF) is to Honor GOD, Country, and Families who serve. It is focused on changing the world for this generation and the next by recognizing and strengthening military and first responder marriages through unique programs and powerful partnerships.

CKFF VISION STATEMENTA vision statement describes the desired future of a company.

CKFF Vision Statement:

To develop and deliver programs that support having a country full of thriving and connected military and first responder marriages.

CKFF BRAND PROMISEA brand promise defines what an organization’s supporters can expect to experience when they engage with that organization.

CKFF Brand Promise:

A team of professionals who understand what it means to live a service-oriented life, who believe in the power that God, Country and Family can provide to an individual and a marriage, and create programs and experiences which will strengthen and support service marriages and families.

CKFF Brand Manual CKFF-0318-0004.00; Updated March 2018

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CKFF BRAND POSITIONING STATEMENTA brand positioning statement defines what an organization does and how they do it better than other organizations. The statement starts to combine elements of an organization’s mission and vision statements, along with the brand promise, and centers those elements for positioning in business development and donor relation communications.

CKFF Brand Positioning Statement:

The Chris Kyle Frog Foundation (CKFF) is focused on changing the world for this generation and the next by recognizing and strengthening first responder and military marriages. CKFF develops and delivers programs that support having a country with thriving and connected military and first responder marriages The CKFF team are professionals who understand what it means to live a service-oriented life, who believe in the power that God, Country and Family can provide to an individual and a marriage, and create programs and experiences which will strengthen and support service marriages and families.

CKFF BRAND VALUES Brand values are an organization’s must-haves when it comes to how work gets done, and how employees treat each other, their customers, donors and strategic partners.

CKFF Core Brand Values:

1. Integrity and Excellence The CKFF team brings the highest of integrity and excellence to their work and interactions with CKFF donors, strategic partners and the service members we serve.

2. Loyalty and Empowerment CKFF programs are developed by CKFF team members who understand what it means to serve, who are patriotic and loyal

3. Effective Stewardship CKFF is a good steward of the resources entrusted to its care and use. CKFF is efficient with its team infrastructure, and is strategic and responsible in its approach to organizational growth.

CKFF Brand Manual CKFF-0318-0004.00; Updated March 2018

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CKFF TAGLINESAn organization’s tagline is an effective way to describe what the organization is all about in a short message.

CKFF Taglines:

Primary: Serving the Marriages of Those Who Serve Us.

Secondary: Honoring God, Country and Families Who Serve.

CKFF BRAND VOICE & KEYWORDSAn organizations brand voice becomes the way supporters can expect an organization to “sound” in communications. This voice can be lighthearted and funny, or serious and academic. CKFF prides itself on its research-based programs and services, and understands the seriousness of the issues service families can encounter. This leads to a “common business acumen” tone of voice—usage of tone appropriate for any business or formal setting. That said, CKFF’s Executive Director Taya Kyle is known and admired for her down-to-earth, approachable, authentic style. This extends to the entire CKFF team and the people the Foundation serves, resulting in the CKFF brand voice.

We can bring this voice to life while using these keywords affiliated to CKFF’s mission and programs:

› Research-based programs

› Service marriages

› Service families

› Military

› First responders

› Loyalty

› Integrity

› Excellence

› Empowerment

CKFF Brand Manual CKFF-0318-0004.00; Updated March 2018

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CKFF KEY MESSAGINGThe importance and uniqueness of CKFF’s programs and impact can be brought to life through messaging via CKFF channels. It is important to use consistent messaging so those engaging with the CKFF brand are receiving the same brand touch. To achieve this, the following are examples which can be used when communicating about CKFF and its programs and impact.

Top three CKFF message points to convey in your written and verbal communications:

› 1% of the U.S. population serves in the military or as first responders. CKFF serves these 1% on behalf of the 99%.

› CKFF programs support service families- military and first responder families- and starts with strengthening of service marriages.

› By supporting CKFF and its programs, you can say “thank you for your service” in an impactful and lasting way.

About CKFF Long Version:

The Chris Kyle Frog Foundation (CKFF) was founded by Taya Kyle to honor the life and legacy of her husband, “American Sniper” Chris Kyle. Chris and Taya knew first-hand the challenges military and first responder families encounter from their lives of service. Prior to Chris’ untimely passing in February 2013, he was developing his vision for CKFF programs to support active duty military, veterans and first responder marriages and families. Today, Taya and the CKFF team are fulfilling Chris’ vision through the development and delivery of life-changing, impactful programs and services to service couples across the U.S.

About CKFF Short Version:

The Chris Kyle Frog Foundation (CKFF) was founded by Taya Kyle to honor the life and legacy of her husband, “American Sniper” Chris Kyle. Taya and the CKFF team are fulfilling Chris’ vision of serving the marriages of those who serve us through the development and delivery of life-changing, impactful programs and services to service couples across the U.S.

CKFF Brand Manual CKFF-0318-0004.00; Updated March 2018

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MESSAGING FOR CKFF SOCIAL MEDIA CHANNELS

FacebookMission Blurb

The mission of the Chris Kyle Frog Foundation (CKFF) is to honor God, Country and Family, and is focused on changing the world for this generation and the next by recognizing and strengthening first responder and military marriages.

Story Blurb

The Chris Kyle Frog Foundation (CKFF) was founded by Taya Kyle to honor the life and legacy of her husband, “American Sniper” Chris Kyle. Taya and the CKFF team are fulfilling Chris’ vision of serving the marriages of those who serve us through the development and delivery of life-changing, impactful programs and services to service couples across the U.S.

TwitterAbout Blurb

The mission of the Chris Kyle Frog Foundation (CKFF) is to honor God, Country, and Family, and is focused on changing the world for this generation and the next by recognizing and strengthening first responder and military marriages.

LinkedInA Mission To Serve

The Chris Kyle Frog Foundation (CKFF) was founded by Taya Kyle to honor the life and legacy of her husband, “American Sniper” Chris Kyle. Taya and the CKFF team are fulfilling Chris’ vision of serving the marriages of those who serve us through the development and delivery of life-changing, impactful programs and services to service couples across the U.S.

CKFF Brand Manual CKFF-0318-0004.00; Updated March 2018

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Why We Do It

Some jobs are simply more challenging than others and those jobs demand greater sacrifice and service. Too often the family support network for those serving our country – either as a member of our armed services or as a first responder – can be overlooked or forgotten. As a nation, we are beginning to discuss and understand how a life of service and sacrifice can negatively contribute to frayed marriages and fractured families. Together our work is creating a positive effect for those families by providing much needed support. At CKFF, we do not believe serving your country or your community should mean sacrificing your family.

Our Vision

The Chris Kyle Frog Foundation (CKFF) is focused on changing the world for this generation and the next by recognizing and strengthening first responder and military marriages. CKFF develops and delivers programs that support having a country with thriving and connected military and first responder marriages The CKFF team are professionals who understand what it means to live a service-oriented life, who believe in the power that God, Country and Family can provide to an individual and a marriage, and create programs and experiences which will strengthen and support service marriages and families.

InstagramChris Kyle Frog Foundation serves the marriages of those who serve us. Support military and first responder marriages and families. Only shop the Official Store to support CKFF.

CKFF Brand Manual CKFF-0318-0004.00; Updated March 2018

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VISUAL

LOGO CONFIGURATIONS

Primary Mark

One Color

Secondary Mark - Crest

CKFF Brand Manual CKFF-0318-0004.00; Updated March 2018

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LOGO USAGE

Do not stretch logo

Do not place logo on busy backgrounds or photos

Do not add text to create new logos

CKFF Brand Manual CKFF-0318-0004.00; Updated March 2018

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COLOR PALET TE

RUSTPMS 187 C

CMYK 7 / 100 / 82 / 26

RGB 166 / 25 / 46

HEX #A6192E

REDPMS 186 C

CMYK 2 / 100 / 85 / 6

RGB 200 / 16 / 46

HEX #C8102E

NAVYPMS 295 C

CMYK 100 / 69 / 8 / 54

RGB 0 / 40 / 85

HEX #002855

BLUEPMS 288 C

CMYK 100 / 8 / 6 / 32

RGB 0 / 45 / 114

HEX #002D72

GRAYPMS Cool Gray 6 C

Metallic: 877

CMYK 16 / 11 / 11 / 27

RGB 167 / 168 / 170

HEX #A7A8AA

CKFF Brand Manual CKFF-0318-0004.00; Updated March 2018

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T YPOGRAPHY

LEAGUE GOTHIC REGULARABCDEFGHIJKLMNOPQRSTUVWXYZ

Calibri Light

ABCDEFGHIJKLMNOPQRSTUV W X Y Zabcdefghi jk lmnopqrstuv w x yz

Calibri BoldABCDEFGHIJKLMNOPQRSTUV W X Y Zabcdefghijk lmnopqrstuv w x yz

PARAGRAPH ST YLES

HEADING 1 25pt 30pt leading 50pt tracking .125in space after paragraph

HEADING 2 15pt 20pt leading 50pt tracking .125in space after paragraph

Heading 3 13pt 16pt leading .0625in space after paragraph

Body 12pt 16pt leading .125in space after paragraph