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Acts of Kindness Branding Guide “Through performing acts of kindness throughout

Acts of Kindness Branding Guide “Through performing acts of kindness throughout Western’s campus and Bellingham we will encourage empathy among students. Life on campus is straining and we seek to be a positive force among our peers through doing small things to make a big difference.” 1 Table Of Contents: Brand Position………………………………………………. 3 Brand Personality.…………………………………………...3 Brand Voice…………………………………………………..4 Club Assets and Guidelines………………………………...6 2 Brand Position Western’s Acts of Kindness Club utilizes its ability to spread positivity and happiness through campus. It is our purpose to encourage support among students and build our community. Brand Personality Western Washington’s Acts of Kindness club is geared toward growing a positive and uplifting atmosphere on the club’s campus. We believe that through the little things and acts that we make everyday, we can make a difference at Western and in the world. 3 Brand Voice Our goal is to show students all throughout campus that we are here to support them and encourage them to support each other. We do this mainly through outreach programs. Because our club is all about showing support through acts of kindness we want to make sure we act. ●Tone: In all written or verbal communication we assume a tone that is supportive and encouraging. We don’t claim to don’t claim to have all the answers to yours issues but we want to be there to uplift you in tough times or smooth sailing. ●Framing the message: We want to be heard but we also don’t want to be too aggressive. Our goal is to avoid leaving anyone out. We want to include everyone and make all people feel welcome through language that is supportive in general. The way to 4 succeed is getting people to share stories of spreading the acts of kindness on various social media outlets. ●Words associated with brand voice: Happy, energetic, supportive, kind, peaceful, inclusive, encouraging, inspirational, community, creative and simplicity. 5 Club Assets and Guidelines Fonts: Our go-to font is Helvetica, it is a crisp, clean and easily readable font. Our other font, is a serif font called Cambria. It should be used for print documents like press releases. Our logo employs Helvetica in its lettering, and we use the same font in the majority of our work to keep a cohesive and simplified image. Sans Serif: Helvetica Serif: Cambria 6 Colors: We have chosen blue, orange and purple to represent our club because we feel that they encompass the spirit of our club. Blue and purple are the colors that represent suicide awareness, so we wanted to incorporate them into our color scheme. We have chosen these specific colors to represent our Club and our mission. Blue: CMYK ( 62/70/0/0) Orange:CMYK (0/39/100/0) Purple: CMYK (63/6/0/0) 7 Logo: Our logo utilizes our signature blue color, the classic helvetica type and the iconic heart shape, which signifies love and happiness. This logo should be the picture representing the club on any social media platforms. It should accompany all Acts Of Kindness documents, but should not be stretched or altered in any way. It can however, be used in black and white. The heart and WWU may be used in solid black, while the AOK remains white. 8 Tagline: The tagline, may accompany the logo on any AOK document but is not required. It reads: “Little things make a big difference” What should you call us? Our official club name is WWU Acts Of Kindness Club and should be spelled out on first reference, but may be shortened to AOK (all capital letters, no spaces or periods) on second reference. 9 uploads/s3/ branding-guide.pdf