style guide august 2009 Welcome to the Yocha Dehe Nation style guide. This Messaging guide will provide you with the messages, logos and writing guidelines you will need when communicating about the Tribe. We must be consistent across all communications in order to Messages drive the story of the — be recognized, remembered and rewarded with trust by those what we do and why it’s important. Strong messages should we connect with. be clear, concise and compelling.

Why do we need messaging? The official name of the tribe is –– To tell a consistent story Yocha Dehe Wintun Nation. –– To distinguish the Tribe The term Yocha Dehe means “home by the spring water” in our Native language. –– To emphasize our strengths

–– To speak directly to the interests of our audiences TABLE OF CONTENTS –– To motivate support Page 2: Messaging Page 7: Writing Guidelines How should I use these messages? Page 16: Identity Use this guide as a roadmap for spoken and written communications Page 21: Contact Information for the Yocha Dehe Wintun Nation. When communicating, it is important for all representatives of the Tribe—including the tribal government, staff and consultants—to speak accurately, articulately and consistently about the Tribe and our work.

1 2 OUR values Vision A world where we draw upon the traditional heritage of our Family & Community ancestors to create a sustainable, self-governed nation so that all future generations may determine their own destiny. We nurture our families and our communities.

Respect We value our culture, ourselves and our neighbors. PURPOSE To nurture our families and community by strengthening our Accountability culture, stewarding our land and promoting self-governance and We are responsible stewards of our heritage, our land economic independence for future generations. and our resources.

Integrity We practice time-honored traditions of social responsibility, POSITIONING STATEMENT fairness and honesty. Yocha Dehe Wintun Nation is an independent, self-governed nation that supports our people and the community by Communication strengthening our culture, stewarding our land and creating We value and promote the positive exchange of thoughts economic independence for future generations. and ideas for every member of our community.

Loyalty We are committed to a common purpose: the success Elevator Statement of our Tribe. Yocha Dehe Wintun Nation is an independent, self-governed tribal nation, led by an elected tribal council. The Tribe focuses its efforts on self-governance, economic independence, cultural renewal, Harmony & Balance land stewardship and the growth of our community. We believe that harmony and balance come from understanding and cooperation.

3 4 Yoche Dehe Wintun nation Primary Messages

Personality History –– Loyal –– Proud Yocha Dehe (YO-cha DEE-hee), our Tribe’s traditional place-name, –– Progressive –– Self-determined means “home by the spring water” and that homeland remains at –– Respectful –– Energetic the heart of our culture and heritage.

Cultural Renewal

Audiences We strive to preserve and revitalize the culture of our people while preparing the next generation for their role in our community, tribal Tier 1 Tier 2 government, leadership and life.

–– Native communities and –– Tribal and Casino vendors tribal leaders Land & Resources –– Business partners –– Local community Our sacred relationship with the land is one of our greatest –– Media (Yolo County) treasures and we will continue to preserve and protect it for future generations through our environmentally conscious resource –– Casino guests –– Political leadership (local, management. regional and national)

–– Tribal and Casino Community Contribution employees Our culture of self-preservation and understanding inspires us to support our community through leadership and engaged philanthropy.

Economic Impact

Through carefully planned and diversified economic development, we play a critical role in the Yolo County economy and are working hard to build security for future generations.

5 6 Writing How to use our Name Guidelines –– The official name of the Tribe, Yocha Dehe Wintun Nation, must be used in the initial mention in any communications.

–– “Yocha Dehe Nation,” “Yocha Dehe” or “Tribe” can be The following guidelines provide direction and rules on the proper used in subsequent mentions in a document. use of terms, names and logos associated with Yocha Dehe Wintun Nation. By following these directions for the terms and –– “Tribe” must always be capitalized when referring to a names discussed, materials produced by and for the Tribe will be specific tribe or tribal asset. consistent and clear. ◊ For example: “The Tribe owns Cache Creek Casino Resort.”

–– “Tribe” does not need to be capitalized if referring to general issues.

◊ For example: “Representatives from several tribes will be attending the meeting.” Or “Many tribal representatives will be attending the meeting.”

–– “Rumsey Band of Wintun Indians” should not be used as a name for Yocha Dehe Wintun Nation unless referring to the decision to change the Tribe’s name or referring to the Tribe’s former identity.

7 8 Referring to Tribal CouncIl Tribal Council Tribal Council members should be referred to as Yocha Dehe And Tribal Members Wintun Nation Tribal Council Member (full name) in first citations and Tribal Council Member (last name) or Tribal (specific position, Tribal Chairman such as secretary) last name on subsequent citations.

The proper title for Marshall McKay is: –– For example: Tribal Council Member Roberts; Tribal Treasurer Roberts –– Marshall McKay, Tribal Chairman, Yocha Dehe Wintun Nation For signing correspondence, Tribal Council member titles The full title is to be used in all initial uses of his name or position. should read: –– In subsequent uses in materials, the proper use of his name Full Name and title is Chairman McKay. Tribal Council Member –– For signing correspondence, it should read: (or specific Tribal Council position, such as Tribal Treasurer) Marshall McKay Yocha Dehe Wintun Nation Tribal Chairman Tribal Council should be capitalized when referring specifically to the Yocha Dehe Tribal Council. Yocha Dehe Wintun Nation* *When using tribal letterhead, the name of the Tribe should be omitted. Tribal Members Members of the Tribe should be referred to as “members of Yocha Dehe Wintun Nation” in initial citations, and “tribal members” in subsequent citations.

9 10 Referring to TRIBAL Proper Text Styling ENTERPRISES Correct one-word terms All materials should use the proper first citation and acceptable subsequent citations for the following enterprises: The following are all one word, lowercase:

Proper Name Subsequent Citation –– wellness –– email –– childcare –– online Cache Creek Casino Resort CCCR –– healthcare –– website Yocha Dehe Fire Department YDFD –– nonprofit Yocha Dehe Tribal Gaming Agency TGA Tewe Kewe Cultural Center Tewe Kewe Capitalization Yocha Dehe Community Fund Community Fund –– Chairman (McKay) –– Elder Yocha Dehe Farm and Ranch Farm and Ranch –– Tribal Council –– Tribe: Always capitalize Yocha Dehe Golf Club Golf Club –– Native when referring to a Yocha Dehe Wintun Academy Academy –– Native American specific tribe or tribal –– Indigenous or Indigenous asset. Do not capitalize people(s) when referring to general issues.

Native Words

Italics should be used for all Native words. Wile bo means “thank you” in Patwin.

Words to Avoid

–– “Rumsey Band of Wintun Indians” should not be used as a name for Yocha Dehe Wintun Nation unless referring to the decision to change the Tribe’s name or when referring to the Tribe’s former identity.

–– Indian(s)

11 12 Titles Currency

Only capitalize formal titles when they are used before an When using the “$” sign it is unnecessary to follow the figure individual’s name. with the word “dollars.” Adjectives “hundred” and “thousand” Correct: should never be spelled out after numerals (correct: 2,000, incorrect: 2 thousand). Adjectives “million” and “billion” can be Della Warrior, chief operating officer spelled out after numerals (correct: 1.5 million, correct: 1,500,000). Chief Operating Officer Della Warrior Incorrect: Correct: Incorrect: Della Warrior is the Chief Operating Officer $6,000 $6 dollars $1.5 million 6 $ Double Spacing After a Sentence four hundred dollars 1.5 thousand dollars

Do not use a double space after the end of a sentence. Correct: The Indigenous name of our tribe is Yocha Dehe. Yocha Dehe means “home by the spring water” in Patwin. Incorrect: The Indigenous name of our tribe is Yocha Dehe. Yocha Dehe means “home by the spring water” in Patwin.

Numbers

–– Numbers one through nine should always be spelled out, unless referring to age.

–– Ages should always be referenced numerically.

–– Numbers 10 through 99 should be referenced numerically, unless followed by the words “hundred,” “thousand,” “million,” etc., in which case numbers one through 99 should be written out.

13 14 PRESS RELEASES Identity Press releases issued by Yocha Dehe Wintun Nation will be written in AP style (http://www.apstylebook.com) and issued with the dateline of: (BROOKS, CALIF.)

Press releases must: These guidelines should be distributed to and used by any staff member, consultant or partner intending to implement the Yocha –– List a release date Dehe Wintun Nation identity, whether in print materials or online –– Include media contact information communications.

–– Have a summarizing headline These guidelines cover the following elements: –– Be issued on Yocha Dehe Wintun Nation letterhead The following boilerplate statement must be included in all press –– All approved logo options releases, in italics, as the final paragraph: –– Minimum size of the logo Yocha Dehe Wintun Nation is an independent, self-governed nation that supports our people and the community by strengthening our –– Improper usage of the logo culture, stewarding our land and creating economic independence –– Color palette for future generations. Following these guidelines will help you establish a strong, recognizable identity.

15 16 GRAPHIC IDENTITY Identity Elements Our logo was updated in August 2009. This guide will provide Four primary identification elements have been developed you with the official logos and colors for the Yocha Dehe Wintun for the Yocha Dehe Wintun Nation. Nation. If you need more detailed guidelines on usage of the logo, you can download it at www.yochadehe.org or contact our communications department for assistance. Primary Tribal Signature

The enclosed Tribal Signature is the primary identity element 3/4“ to be used. Do not reproduce less than 3/4” in diameter.

Tribal Symbol

The Tribal Symbol is to be used for general applications where 3/4“ no Tribal Signature is required. Do not reproduce less than 3/4” in height.

Horizontal and Stacked Tribal Signatures

These signatures are linked configurations of the tribal name and Tribal Symbol and may be used in general application. Do not reproduce the Horizontal Tribal Signature less than 3/4” in height. Do not reproduce the Stacked Tribal Signature less than 1-1/8” in height.

3/4“ 1 1/8“

17 18 Identity Elements: What Not To Do Color palette PMS

Do not distort, redraw or alter any of the identity elements in any way. Black PMS PMS PMS 7504 C 7502 C 491 C

CMYK C 0 C 39 C 18 C 35 M 0 M 48 M 22 M 85 Do not place any identity Y 0 Y 66 Y 44 Y 69 K 100 K 13 K 0 K 36 elements over complex backgrounds or patterns. RGB R 0 R 139 R 205 R 107 G 0 G 119 G 190 G 52 B 0 B 93 B 150 B 57

Do not use colors or HEX configurations other than 000000 8b775d cdbe96 6b34 those specified.

Do not use identity elements in ways not specified by the guidelines.

19 20 Contact information

Use the following format when presenting contact information on print materials and documents: Yocha Dehe Wintun Nation Name, Title P.O. Box 18 Brooks, CA 95606 T: 530.796.3400 F: 530.796.2143 www.yochadehe.org

Phone Number

Phone numbers should always be separated with periods: For example: 530.796.3400

Email Signatures

Always use the official email signature block with email correspondence.

21 22 Learn more at www.yochadehe.org

This is a living document.

Please share your thoughts with the communications department if you have any comments or questions. Celeste Goblowsky: 323.667.2026 or [email protected]