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Political Ideology, Culture Or Nationality, We Welcome Anyone with a Desire to Improve the World to Join Us

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Political Ideology, Culture Or Nationality, We Welcome Anyone with a Desire to Improve the World to Join Us POINTS OF LIGHT DESIGN & BRAND GUIDELINES Last Updated: November 2019 BRAND STRATEGY BRAND MESSAGING STYLE GUIDE BRAND DESIGN TABLE OF CONTENTS Brand Strategy 2 Brand Voice 3 Messaging 9 The Civic Century 13 Signature Events, Programs & Services 15 Style Guide 17 Boilerplates 26 Email Signature 27 Logo Usage & Guidelines 28 Typography 30 Color Palette 32 Templates & Collateral Examples 35 More Information 36 Points of Light | Design & Brand Guidelines BRAND STRATEGY Our brand strategy is driven by our long-term business strategy with a focus on ensuring our brands connect with our network, our partners and our audience. It is critical that our brand and structure are aligned to tell a consistent and cohesive story about who we are. We are a multiproduct and multichannel organization, and believe there can be positive value and anity created through a branded house model – with Points of Light acting as an umbrella for our core, audience-specific brands that represent our key activation network streams. • Points of Light Global Network • Points of Light Conference • Points of Light Corporate Service Council • Points of Light Service Enterprise On occasion, and in alignment with the core Points of Light brand, we may determine the need for sub-brands within the branded house, to represent key initiatives and campaigns. Currently, approved sub-brands include: • All For Good • The Civic 50 • Civic Century • generationOn • The George H.W. Bush Points of Light Awards • National Volunteer Week • Global Volunteer Month Points of Light | Design & Brand Guidelines 2 BRAND VOICE Building Brand Ambassadorship To create ambassadors for the Points of Light brand, we have developed simple, yet eective tools to communicate our brand promise and primary messages. When speaking about Points of Light, it is important to consistently use the core and expanded messages that communicate who we are, what we do and how we do it. As the organization evolves to meet changing social needs, these messages will be adapted. Vision We envision a world in which every person will discover their power to make a dierence, creating healthy communities in vibrant, participatory societies. Mission We inspire, equip and mobilize people to take action that changes the world. Points of Light | Design & Brand Guidelines 3 BRAND VOICE Brand Promise Points of Light is a catalyst in creating stronger communities and a more just society. We believe every action, no matter how small, can have an impact and change a life. We share a commitment to support each other and improve the world in which we live. We exist to connect people and organizations with a passion and purpose to take action that creates meaningful change. Together, we are a force that transforms the world. Brand Characteristics • Inclusive, welcoming • Energetic, excited • Humble • Driven to deliver • Partner, not preacher Brand Values • Humility • Empathy • Positivity and kindness • Action • Integrity • Inclusivity and diversity Points of Light | Design & Brand Guidelines 4 BRAND VOICE Brand Narrative At the core of our philosophy at Points of Light is a belief that the most powerful force in the world is the individual who has realized their power to do good, and who applies their time, talent, and resources to make a positive dierence. We are a community of millions of points of light joined together by a shared belief that we can create stronger communities and a more just society, and it is an imperative for each of us to act on this belief. We believe in the value of individual actions, and that even the smallest actions have an important impact. And that through these actions, occurring in communities all around the world, we can improve the world. We are committed to empowering, connecting and engaging people and organizations with opportunities to make a dierence that are personal and meaningful. We partner with organizations committed to strengthening local communities and shaping cultures of civic engagement around the world. We equip nonprofits with the talent and resources they need to deliver on their missions and achieve social change through volunteers. Together with our global network, we partner with corporations to help them become leaders in addressing challenges and encouraging deeper civic engagement that our society needs. We oer expertise to build community engagement programs that strengthen their relationship with employees and help businesses bring their values to life. Our vision is to inspire future generations to carry forward this commitment, and to ensure that the light of millions endures. Together, we are a force that transforms the world. Points of Light | Design & Brand Guidelines 5 BRAND VOICE Pillar 1 Every Action Matters Everyone has the power to create change. Every action, no matter how small, is significant and can have an impact and change a life. This is core to our philosophy and how we operate. At Points of Light, our job is to connect people with the opportunities that help them discover their potential to make a dierence. Whether it’s volunteering, or using your vote, your voice or your wallet to spark positive change, we value the use of hearts, hands and minds to work for better and stronger communities. And we help elevate that work so that others can be inspired to act in their own way. This idea of every person becoming a point of light was the vision of our founder, President George H.W. Bush, and it still guides our approach today as we work to inspire, equip and mobilize more points of light. By sharing their time, talent and resources people become more connected to their community, and they often feel that they receive more than they give. Regardless of status, political ideology, culture or nationality, we welcome anyone with a desire to improve the world to join us. Points of Light | Design & Brand Guidelines 6 BRAND VOICE Pillar 2 Partnering to Empower, Connect and Engage We empower a global community of people ready and willing to do good in the world. For those who want to have a larger impact — in their community or in the world — knowing how and where to get involved can sometimes be dicult. We work to connect people with organizations in need and with others who share their passion and purpose. We help you find the right outlet for your energy. As society expects more from business, we help partners engage their customers and employees — through actions and voices — in solving the challenges facing our communities and our world. For corporations, providing employees with meaningful experiences to make a dierence, and aligning these programs with company mission and CSR goals, can be challenging. Together, with our global network of aliates, we partner with corporations to design customized initiatives that inspire employees, align with CSR goals, and reflect the changing needs of society today. Nonprofits play a vital role in building stronger communities, but finding and retaining volunteers with the right skill sets is not always easy. We help nonprofits connect with talent, tools, resources and trainings that strengthen their capacity to recruit and manage volunteers more eectively, and better meet their missions. Points of Light | Design & Brand Guidelines 7 BRAND VOICE Pillar 3 Individual Actions for Global Impact The impact of millions of individuals making a dierence goes beyond the communities where we live and work. When each of us, in or own way, answers the call to make a dierence, we make progress in solving our most persistent problems, and create stronger communities and a more just society. A shared commitment to support each other can also move us beyond the deep divides that exist in our world and communities today, uniting us in action around improving the world in which we live. Our work is to inspire and enable actions that create meaningful change today, and catalyze future generations to carry forward this commitment. Points of Light | Design & Brand Guidelines 8 BRAND MESSAGING The following messages provide the baseline for all Points of Light communications. Please use this language consistently to create one voice for our organization. Who We Are • Points of Light is a global nonprofit organization, with 30 years of history, a bipartisan presidential legacy, and a network that spans 200 cities and 37 countries. • Points of Light seeks to inspire, equip and mobilize people to take action that changes the world. • Points of Light connects people to their power to make a meaningful dierence by providing access to tools, resources and opportunities to help individuals and organizations use their time, talent, voice and resources to meet the critical needs of our communities. • Points of Light operates with a network of innovative social impact organizations located in more than 200 cities and 37 countries around the world. As a network, we oer creative, impactful and inspiring ways for people to engage in their communities, and take action to solve problems and create change. • To learn more about Points of Light or to find ways to get involved, visit www.pointsoflight.org. Points of Light | Design & Brand Guidelines 9 BRAND MESSAGING What We Do Points of Light is a global nonprofit organization that inspires, equips and mobilizes millions of people to take action that changes the world. We seek to be a cultural catalyst, working in partnership with organizations and individuals to build a society where it is impossible to sit on the sidelines of change — where it is easier to do good than to do nothing. We’ll define a new kind of civic engagement for the 21st century, one that calls on people to give their time, talent, voice and resources in service to build a brighter future for all. This will occur in three ways: • Strengthening existing networks: At Points of Light, we're creating connections between nonprofits, corporations and individuals, so that together we can address the world’s changing needs.
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