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BRAND STANDARDS

MISSION

The V Foundation is a charitable organization dedicated to saving lives by helping to find a cure for cancer. The Foundation seeks to make a difference by generating broad-based support for cancer research and by creating an urgent awareness among all Americans of the importance of the war against cancer. The Foundation performs these dual roles through advocacy, education, fundraising and philanthropy.

CORPORATE COLORS & PALETTES Main Color Palette This palette contains the most important colors of The V Foundation’s identity. The gray and blue are the two colors that make up the Primary Logo. These are more professional colors and to be used in letterheads and other professional communication means.

GRAY ORIGINAL BLUE PMS: Cool Gray 10 PMS: 659 CMYK: 0, 0, 0, 72 CMYK: 69, 38, 0, 0 RGB: 93, 93, 93 RGB: 114, 136, 192 Web: SDSE63 Web: SD83CD

Vibrant Color Palette The Vibrant Color Palette is to be used as the main colors to represent The V Foundation in Social Media, Advertising, etc. This color palette is designed to attract the audience and bring them in.

BLUE RED GREEN YELLOW PMS: 2738 PMS: 1795 PMS: 376 PMS: 109 CMYK: 100, 87, 0, 2 CMYK: 0, 94, 100, 0 CMYK: 50, 0, 100, 0 CMYK: 0, 10, 100, 0 RGB: 27, 66, 152 RGB: 238, 53, 36 RGB: 141, 198, 63 RGB: 255, 221, 0 Web: 1B4298 Web: EE3524 Web: 8DC63F Web: FFDD00

COMMUNICATIONS MANUAL | 1 LOGOS: TVF & PASS THE V THE V FOUNDATION LOGO The logo with the text The V Foundation for Cancer Research is the Foundation’s Primary Logo and may be used with other logos (such as event logos) but should not take place of the other logos. All of the logos are acceptable for use.

Anziano SmallCaps

Required Register Mark

Anziano Italic

“Signature V”

THE V FOUNDATION COLOR LOGO The V Foundation Color Logos are to be used in Social Media. The color logos are just the “Signature V” and are used to help brighten up a design. The Color Logos are available in the 4 vibrant colors as well as black and the origial blue.

COMMUNICATIONS MANUAL | 2 TYPEFACES Corporate Typefaces plays a major role in the shaping of an organization’s brand. Typefaces offer their own unique personalities and can greatly change how materials are read and enjoyed by the audience. To create a consistent identity for all printed and electronic materials generated for The V Foundation, standard typeface families have been chosen for exclusive use across media (including marketing materials, corporate communications, signage and the corporate website). Serif Typeface Use Anziano for items requiring an elegant or classic look. This typeface should be used in formal materials such as invitations and announcements. It can also be combined with the sans serif font. Anziano Small Caps Anziano Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890

Anziano Bold Anziano Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 Sans Serif Typeface Use the typeface Whitney for large amounts of body copy and texts. Whitney provides a modern look and is to be used for all social media, graphics, etc. Whitney Book Whitney Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 Whitney Medium Whitney Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 Whitney Light Whitney Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 Whitney Semibold Whitney Semibold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 Whitney Bold Whitney Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 Whitney Black Whitney Black Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890

COMMUNICATIONS MANUAL | 3 REGISTER AND TRADEMARK INFORMATION We are The V Foundation. We are not The Jimmy V Foundation or the V Foundation. Always refer to The V Foundation for Cancer Research upon first mention, and The V Foundation thereafter. If you’re not using the entire name, go with the Foundation. Please pay close attention to the capitalization. The official fonts for the Foundation are Whitney and Anziano and should be used whenever possible. Arial should be used if neither Whitney nor Anziano is available.

“Don’t Give Up . . . Don’t Ever Give Up!”® is a registered trademark of The V Foundation. Follow these guidelines when using this service mark.

The trademark should always be accompanied with the ® (the “r” or the legend “Registered, U.S. Patent and Trademark Office” or “Reg. U.S. Pat. & TM Off”). You can make the ® symbol by typing CTRL + ALT + r, or by typing open parenthesis r close parenthesis.

• The slogan must always be in quotation marks. • The mark must be written with the ( . . . ) between each portion of the phrase and an at the end. There are spaces between each dot in the ellipsis. • The mark should be used distinctively and away from surrounding text. For example, the phrase may be capitalized, underlined, italicized, depicted in bold face lettering, etc. • Please remember when using The V Foundation logo or service marks, approval must be granted by the Communications Department.

If you have any additional about using The V Foundation logo or service marks, please contact Sherrie Mazur at (919) 380-9505 or [email protected] PHOTOS All Photos that represent The V Foundation should be appropriate and approved prior to posting or including in the newsleter. All photographs should have a caption describing the such photo below the image. All information in the caption needs to be correct. Photos must also have the proper sizing and no distortion in the constraints of a image. For posting to social media, contact the Communications Department.

COMMUNICATIONS MANUAL | 4