CONTENTS
Introduction...........................................................................................1 • What Is Branding? / Target Audience / Branding Guide / Visual Identity / Verbal Identity • What is the Lutheran SeniorLife Brand? The Heart Of The Lutheran SeniorLife Brand.......................................4 • Brand Promise / Mission Statement / Core Values Section One: Visual Identity...................................................................5 • Primary Logo.............................................................................................6 Elements / Usage / Clear Space / Acceptable Color Variations / Incorrect Usage • Secondary Logos......................................................................................8 Variations / File Formats • Color Palette...........................................................................................10 Primary Colors / Secondary Colors / Tertiary Colors • Usage Guidelines:....................................................................................12 Typography: Primary Font / Secondary Font Imagery: Photography / Iconography / Illustration • Applications............................................................................................14
Section Two: Brand Voice and Messaging.............................................17 • Verbal Identity: Tone and Voice..............................................................18 • Written Identity: Key Messaging ...........................................................19 • Writing Style ..........................................................................................20 General Writing Guidelines / Formatting and Punctuation / Names and Titles / Abbreviations and Acronyms / Quotes and Attributions / Web and Digital Content / Editing and Proofreading • Applications............................................................................................22 • Brand Governance / Brand Management...............................................24 • Marketing Project Requests....................................................................25 • Brand Compliance..................................................................................26 Section Three: Communications..........................................................27 • Community Relations................................................................................28 • Media Relations.........................................................................................30 • Crisis Communications..............................................................................32 • Writing Talking Points, Don’t Panic...........................................................34
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