ART WITH HEART BRANDING STANDARDS

All collateral materials must be “in brand,” even if they are produced by an outside vendor or volunteer. Graphics produced by outside vendors or volunteers must be reviewed and approved by Art with Heart Executive Director prior to final design (while still in the comp stage) in order to ensure that it adheres to the brand identity guidelines and is consistent with our brand image. Various components support the messaging and maintain needed visual cohesiveness.

LOGO USAGE

Art with Heart’s logo is a symbol of our nonprofit organization and the work we do on behalf of children in crisis. We take this very seriously as it is the visual statement that affects how we are perceived. As such, all those who use it must represent it consistently and with respect.

The logo may appear on your website and other marketing communications specifically relating to fundraising or awareness building activities for Art with Heart. Any logo use must be pre-approved by Art with Heart and logos are issued on a “for placement only” basis until such time that a digital proof may be issued back to Art with Heart for approval. You must correct any deficiencies in your use of the logo. Refusal to correct such deficiencies or to cease publication or distribution could result in revocation of your right to use the logo. Once the logo has been printed on your materials, we ask that five (5) printed samples be sent to the office for archival purposes.

AwH’s logo is comprised of three unique elements: the framed heart symbol, name and tagline. These should appear together in the given format at all times.The following basic standards define the correct usage of our logo and name. You may not use the AwH Logo in any way other than as specified in these guidelines.

The logo below is a JPG and can be downloaded “for position only” until such time as we approve a full-resolution EPS file. It may not be enlarged, diminishing the quality and crispness. It cannot be used for print, as it is an RGB file.

Appropriate usage of the logo includes:

• Use the logo ONLY as provided, except for size, which is subject to the restrictions in these guidelines. It must be treated as a complete element and re-sized proportionally.

• When used on your site, the logo will always be an active link to AwH’s homepage (http://artwithheart.org). For printed communications, our website must also be listed.You will notify AwH of the internet address where you intend to use the logo, and provide a contact email for future communication.

• The use and consistency of AwH’s corporate colors are important parts of our identity.  Always use black when printing one-color and two-color pieces. You may also reverse the logo out of a solid, dark background.

• CLEAR SPACE: The clear space is defined as the area surrounding the logo. The minimum distance of this space consists of one-half the height of the logo bar. No written information or other company logos should appear within this space. The logo should always appear in isolation, uncluttered by competing image.

• To ensure readability, the logo should always appear on a white or light-colored background.

Inappropriate usage of the logo includes:

• Never enlarge a logo that is pixel based (jpegs, tiffs, Photoshop eps, or bitmap).

• Redraws, re-coloring, scaling, distortions, or animations of the logo are not permitted.

• Applying the AwH logo any item not endorsed or approved by Art with Heart.

• Using the logo to disparage Art with Heart or any of its past or present affiliates/partners, or their respective services, products, trademarks, employees, or internet sites.

• Never reproduce the AwH wording by hand or substitute it with another typeface. Do not alter the letters, redraw them or respace the elements.

• You will not use the Logo for an internet site which, in AwH’s judgment, may diminish or otherwise damage the AwH’s goodwill in the logo, including but not limited to internet sites which could be deemed to be obscene, disparaging, pornographic, excessively violent, or otherwise in poor taste or unlawful, or which purpose or objective is to encourage unlawful activities.

• Do not use the AwH logo, symbol or wording as part of a sentence or word phrase, or associate it with an additional elements such as words, company subsidiaries, vendors or product names.

LAYOUT

Art with Heart uses clean, white space to communicate our professionalism, highlighted by a cheery, child-friendly, yet sophisticated color palette (write to info@artwithheart.org for the color palette). The design follows a grid system to keep elements orderly and legible. White space allows the design to be airy and bright, allowing for both the greatest amount of legibility and maximum impact for our logo and photos.

TYPOGRAPHY

For printed materials, we recommend the use of 9.5 – 10.5 point Bembo as a support to the logo. When Bembo is not available, use Times. As a compliment to the serif face, as well as for web applications, we use Verdana to contrast, yet support, the logo. Text should always be set flush left, ragged right. The leading (the space between lines of text) should be neither too loose nor too tight. A good rule of thumb: leading can be determined by multiplying the point size by 1.5. This text, for example, is set at 10 points, with a leading of 12 points. 10 x 1.5 = 15. Paragraphs are not to be indented. Space between paragraphs should be a half-line space to allow for legibility.

COPY

The copy is uplifting, caring, professional, optimistic, and informative, as well as supportive of the promise to benefit children by connecting to the essence of the message. The mission must be integrated within the text so that the reader has a full understanding of what Art with Heart does, so that they will be compelled to become involved. There must be a call to action (to donate or to volunteer) and should always include the web address: www.artwithheart.org.

WRONG:   Art With Heart, ART WITH HEART, AWH
RIGHT:      Art with Heart, AwH

PHOTOGRAPHY

The images we use in our communications can make a powerful impression. In our materials, we use compelling color images that represent Art with Heart’s books in use by children or youth in order to illustrate the connection between healing and Art with Heart’s therapeutic programs/books. The images engage the viewer and tell a powerful story. Thus, the main photographs in any communication should include children using Art with Heart’s books, supported by artwork created by the children or artwork from the books themselves. Appropriate usage of photography will help position the Art with Heart brand and create a distinctive and lasting impression.

DO NOT place photos in ovals, circles or shapes. Do not create a random collage of photographs – the power of the individual photos will be diminished in a busy layout. Photos should be framed in squares or rectangles only. If there must be a border around the photos, use a black border of .5 points or less. Use photography in its original form – no blurs, texture, or over-retouching.

The preferred arrangement is for the photography to share a baseline, with differing widths. This allows for emphasis on specific photos that can be used for describing the mission and strengthening the visual message. The layout must have adhere to a strong grid system, with or without white space around each individual photo. Brand colors can be substituted for photos (contact info@artwithheart.org for the color palette).

See below for visual examples of acceptable photo layouts that integrate a grid system, as well as showing children using Art with Heart’s books:

Low resolution photos may be taken from our website only if they are to be used to promote AwH activities. The resolution of your photos is of critical importance to their respective uses. Make sure your photos are a minimum of 300 DPI for printed pieces and a minimum of 72 DPI for the Web. Nothing ruins a good marketing piece like a pixelated, poor quality photo. Please credit Art with Heart.

By downloading and/or using these images, you accept the following terms:

• Images can be used for the promotion of Art with Heart only.
• All images remain the property of Art with Heart.
• Under no circumstances can these images be used for any personal or commercial purpose.

High resolution images are available upon request, but it must be made clear what the usage will be and a draft of the document the images will be used in must be approved by the Executive Director.