Brand and Style Guide
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BRAND AND STYLE GUIDE LAST UPDATED: 9.7.17 CONTACT ADDRESS PHONE & FAX ONLINE Destination Imagination Phone: 1.888.321.1503 Email: [email protected] 1111 South Union Avenue Fax: 856.881.3596 DestinationImagination.org Cherry Hill, NJ 08002 THE GUIDE Brand and Style Guide Destination Imagination, Inc. 1111 S. Union Ave Cherry Hill, NJ 08002 Destination Imagination, Inc. is a 501(c)(3) non-profit educational organization. Copyright ©2017 by Destination Imagination, Inc. All rights reserved. Printed in the United States of America. No part of this publication may be reproduced or distributed in any form or by any means, or stored in data base or retrieval system, without prior written permission of the publisher. Destination Imagination Brand and Style Guide // 3 BRAND AND STYLE GUIDE TABLE OF CONTENTS MESSAGING FRAMEWORK, MISSION, TERMINOLOGY...........................20 VISION AND DEFINITIONS .................6 Basic Terms & Program Terms ...........20 Messaging ............................6 Challenge Terms ......................21 Mission & Vision Statement .............10 Volunteer Roles .......................22 Standard Definitions ...................11 Measurements & Money ...............23 COPYRIGHT & PIN POLICY ...............24 NUMBERS AND FIGURES .................12 Logo Usage ..........................24 Pin Policy ............................25 RULES OF USAGE .........................14 Pin Vendors ..........................27 Destination Imagination or DI? ..........14 Destination Imagination Programs .......14 OUR LOGO ...............................28 About Our Logo ......................28 Websites ............................15 Logo Usage ..........................30 Challenges...........................15 Construction & Clearspace .............32 Team, Volunteer & Team Manager .......16 Logo Misuse .........................34 Interference ..........................16 Affiliate Logos ........................36 Regional and Affiliate ..................16 Competition Levels....................17 The Creative Process . 17 THE COLOR SYSTEM ..................... 38 2017-18 Season .......................18 Team Number ........................18 TYPOGRAPHY............................42 Destination Imagination Global Finals ....18 Boilerplate & Resources ................18 Forms & Training Materials .............19 WELCOME & INTRODUCTION Destination Imagination Brand and Style Guide // 5 BRAND AND STYLE GUIDE Welcome to the Destination Imagination, Inc. Brand and Style with a singular voice and streamlined visual identity—we will Guide, our official guiding resource for communicating with be better positioned to grow Destination Imagination into a external and internal audiences. We hope this will be a valuable household name. The style guide focuses mainly on Destination resource as you support our organization. Our Brand and Style Imagination trade dress and provides the framework for Guide was created to alert you to copyright and trademark consistent brand messaging. For matters of grammar, we issues, establish the foundation of our brand identity and recommend “The Gregg Reference Manual: A Manual of Style, assist you in the development of communication efforts with Grammar, Usage, and Formatting” by William A. Sabin. For consistent brand messaging. matters of style, please adhere to the most recent edition of “The Associated Press Stylebook.” If you have any questions By adhering to the guidelines presented within these pages, about this resource or about Destination Imagination branding you will help our organization strengthen the Destination in general, please send an e-mail to [email protected]. Thank Imagination brand. With our organization working in unison— you for all you do for Destination Imagination. SECTION 1: MESSAGING, MISSION, VISION AND DEFINITIONS MESSAGING Brand messaging is the one thing that should tie together every piece of content created by Destination Imagination (DI) and its Affiliates. This messaging framework serves as the first step to creating impactful 01 and consistent communication efforts, from one-sheets to Affiliate website copy and more. BRAND PROMISE OR VISION MISSION A strong brand promise is a value or experience A mission should clearly outline DI’s reason for that DI customers can expect to receive every existing and the organization’s ultimate goals and time they interact with the organization. core beliefs. POSITIONING STATEMENT TONE OF VOICE A positioning statement identifies where DI fits Tone of voice is the “personality” of our brand in the marketplace. conveyed in written form. TARGET PERSONAS ELEVATOR PITCH Target personas categorize the goals and An elevator pitch refers to describing our brand in behaviors of hypothesized groups of customers. 30, 60 or 90 seconds to an outside audience. Destination Imagination Brand and Style Guide // 7 MESSAGING See below for each component of the messaging framework grid as it applies to Destination Imagination. BRAND PROMISE TONE OF VOICE Global nonprofit inspiring the next generation of leaders, Fun, Cutting Edge, Inclusive & Collaborative, Fearless, innovators and creative problem solvers. Inspirational, Conversational. POSITIONING STATEMENT ELEVATOR PITCH Destination Imagination is an educational nonprofit Destination Imagination (DI) provides a variety of STEAM- organization that teaches pre-K through university level based educational experiences designed to reach students students the creative process through project-based STEAM across the globe in school, in clubs, and at home. Students (science, technology, engineering, arts and mathematics) work together to develop a creative solution to a project- Challenges. based Team Challenge. Through this process, students gain the 21st century skills needed to succeed in school, their TARGET PERSONAS careers, and beyond. Educators & Administrators, Parents & Guardians, Prospective Volunteers, Student Participants (Past, Present, Future), Like- minded Organizations & Corporations SECTION 1: MESSAGING, MISSION, VISION AND DEFINITIONS MESSAGING Answer inquiries about Destination Imagination and develop helpful, promotional content by utilizing the “Who, What, Why, How and When” of DI. WHO “DOES” DI? WHAT Students in grades pre-K through university who look for hands- Destination Imagination (DI) is built on the knowledge that on learning opportunities that allow them to practice and expand with each new generation there is a need for critical thinkers their proficiency with 21st century skills, particularly the less with well-honed 21st century skills to solve the great and definable aspects of creativity and perseverance, and to practice sometimes unknown challenges before us. Those skills must productive and effective communication techniques. And who be practiced in multidisciplinary contexts that require a broad want to have fun! range of skills and provide the right mix of challenge and relevancy to enable students to make connections and grow. Teachers and administrators who look to complement curriculum DI’s Challenge Experience (materials and implementation) and prepare their students for the world before them through has 21st century skill building at its core, using the creative educational experiences that instill the confidence and creativity process to fully integrate the engagement of science, required for success, with an understanding that these skills need technology, engineering, the arts and mathematics into consistent and central focus. exploratory, open-ended, hands-on educational experiences. Volunteers who have a dedicated interest in fostering 21st century skills and social emotional learning in future leaders and innovators, and who are committed to growing and strengthening their local DI communities. Parents and guardians who seek to provide life-changing growth and learning opportunities for their children and who prefer tools that teach students how to think, rather than what to think. Alumni who fully understand the benefits of their DI experiences and strive to ensure future generations have the same exposure and feel the same impact. Destination Imagination Brand and Style Guide // 9 MESSAGING WHY HOW Some of the most successful people in the world share a common Destination Imagination (DI) is rooted in the creative aptitude for 21st century skills – they are creative, curious, and process and provides a variety of STEAM-based educational collaborative problem solvers; they overcome obstacles and experiences designed to reach students where they are – in persevere through adversity; they take risks and learn from school, in clubs, and at home – with a consistent approach their failures; and they value engaging, effective, and proactive focused on building valuable and transferable 21st century communication. These universal skills propel us forward and skills in all children. Over the past 18 years, DI’s Challenge increase the odds for success in any career. Young children are Experience has grown into the world’s largest exhibition of naturally predisposed to these skills, though research suggests creativity. The Challenge Experience is open to students they begin to lose them if they are not nurtured and encouraged in kindergarten through university and applies the creative as they begin school. The rigors of academics set in and the process across six Challenge areas that focus on technology, balance of time spent fostering the valuable and transferable 21st science, engineering, fine arts, improvisation and service century skills shifts,