1. Branding Overview For Chapters of The Arc “Excellence is not an act. It is a habit.” -Aristotle Achieve with us.

2. What Is a Brand? A brand is a collection of perceptions in the mind of a consumer – positive or negative, intentional or accidental – which define a product, service or organization and distinguishes it from other similar entities. Achieve with us.

3. Do You Recognize These Brands? Achieve with us.

4. How Are Brands Created? Through consistency, repetition and reinforcement. Achieve with us.

5. How Are Brands Destroyed? Through dilution and neglect. Achieve with us.

6. Although The Arc is the 9 th largest charity in the U.S. according to FORBES We are only 95 th in recognition of our brand. Achieve with us.

8. A Good Brand Is Your Workhorse Members/Supporters Donors Legislators Volunteers Media Achieve with us.

9. “But, I already have a really strong brand in my community. Everyone knows us, everyone loves us! Why should I change?” Achieve with us.

10. Sally MorrisSally Morris posted to The Arc of the United States WallThe Arc of the United States An Arc logo story - While driving from IN to SC, stopped at a rest stop in TN. As we left, my daughter told me she had seen someone from The Arc - she knew because she recognized the new logo! So if you were at a TN rest stop on Sun, July 17 - your support of The Arc was noticed! (Proving once again why the new logo is impt!) Achieve with us.

11. Our Brand’s Basic Elements Logo – Catalyst Icon Descriptor Chapter Lock Up Tagline Brushstroke Brand Platform Achieve with us.

12. Other Important Elements Color Palette – Orange, Yellow, Blue, Gray, B & W Fonts – ITC Stone Sans, Trebuchet, Philing Imagery – Faces, Positive, Engaging/Participating Copy – No more acronyms, brand platform All of these elements were purposefully chosen by professionals who researched our organization, spent a lot of time thinking about our goals and applied their knowledge of branding and design.

13. Why These Elements? Orange: Unique in the nonprofit world, an opportunity for us to “own.” Brushstroke = Energy, creativity and purpose Achieve with us Embodies many of our core values and invites everyone to join in For People… Simple, declarative phrase

14. Your Tools Files you downloaded include: all necessary logos, brushstroke artwork, tagline artwork Visual Identity Guidelines include: info about fonts, colors, language, images, layout Available online: free stock images, tips and tricks, Design Online, discounted font, checklists

19. This is bad…

20. Top Dos and Don’ts Don’t use everything at once, let the logo rule Don’t crowd your brand – respect white space Do pay attention to language and presentation Don’t try to do too much – take your time Do involve your entire staff Do incorporate your brand in everything you do

21. Frequently Asked Questions Why don’t I have artwork for the descriptor alone? What if I can’t afford to use full color? What if I can’t afford to fully launch the brand at my chapter right now?

22. Who can I call for advice? Amberley RomoShelly DeButts romo@thearc.orgdebutts@thearc.org