Brand Manual

BRAND MANUAL

A consistent use of the Distinguished Young Women brand in all marketing and communications is key to establishing and enhancing the understanding and visibility of the program. This consistency in look and content provides a recognizable and memorable presence for the program in the minds of people and organizations with whom we seek to engage.

The local level of Distinguished Young Women touches the largest number of people in communities across the country, making it the most important level of the national scholarship program. In most cases, it is the first source for potential participants, parents, schools and sponsors to learn about Distinguished Young Women.

It is essential that all programs represent the organization and its brand consistently so the thousands of people who learn of the program through the local level hear and see the same message.

Each individual program will have varied needs when producing materials, but the overall goal is the same: to carefully emphasize the messages and mission of Distinguished Young Women.

This Brand Manual will assist you in creating materials for your program while keeping the overall brand of the program in mind. TABLE OF CONTENTS

QUICK REFERENCE page 3

BRAND FOUNDATION page 4 - 5

LOGO GUIDELINES page 6

VISUAL IDENTITY page 7 - 9

STYLE GUIDE page 11

BRAND ASSISTANCE page 13 page 3

BRAND MANUAL QUICK REFERENCE

DISTINGUISHED YOUNG WOMEN BRAND STORY Distinguished Young Women is a national scholarship program that inspires high school girls to develop their full, individual potential Distinguished Young Women is a national scholarship program that inspires high school girls to develop their full, individual potential through a fun, transformative experience in Life Skills Workshops, positive peer environments and a celebratory showcase of their accomplishments. • By encouraging continued education and providing college scholarships • By developing self-confidence and the abilities to interview effectively, to speak in public, to perform on stage and to build interpersonal relationships • By encouraging and showcasing excellence in academic achievement, physical fitness, on-stage performance skills and the ability to think and communicate clearly • By creating opportunities to beneficially inspire the lives of others

Distinguished Young Women strives to give every young woman the opportunity to further her education and prepare for a successful future. STANDARD LOGO ICON AND WORDMARK LOCATION VARIATION

DISTINGUISHED YOUNG WOMEN LOGO OPTIONS When using the Distinguished Young Women logo on materials there are several appropriate ways the logo can be used. The color of the ray icon and the words should not be altered and should only be produced in PMS 7477, Black or White. COLOR PALETTE The use of color is an important tool for conveying the mission and message of the organization. We developed the color palette to be flexible but consistent. The Accent Colors are compatible with the primary logo color and for use as accent colors on pieces such as a program book, brochure, and flyer. The program’s logo should only appear as provided in PMS 7477, Black or White. PRIMARY COLOR ACCENT COLOR PANTONE 7477 PANTONE 7473 PANTONE 151 PANTONE 7403 CMYK 85 29 21 63 CMYK 74 0 36 8 CMYK 0 55 100 0 CMYK 0 11 51 0 RGB 34 80 95 RGB 30 157 139 RGB 255 121 0 RGB 232 206 121

PANTONE 362 PANTONE 227 PANTONE 7502 CMYK 78 2 98 9 CMYK 6 100 7 20 CMYK 0 8 33 10 RGB 63 156 53 RGB 169 0 97 RGB 211 191 150

PANTONE 382 PANTONE 200 PANTONE 7505 CMYK 28 0 92 0 CMYK 3 100 66 12 CMYK 0 26 50 49 RGB 190 214 0 RGB 183 18 52 RGB 129 96 64

PANTONE 1235 PANTONE 2593 PANTONE 430 CMYK 0 30 96 0 CMYK 67 91 0 0 CMYK 33 18 13 37 RGB 255 182 18 RGB 128 55 155 RGB 129 138 143 TYPE FAMILIES The two approved type families for all Distinguished Young Women organization communications are Gill Sans and Garamond.

GILL SANS FONT SAMPLE (san-serif) GARAMOND FONT SAMPLE (serif) ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 abcdefghijklmnopqrstuvwxyz1234567890 page 4

BRAND FOUNDATION

Sharing the Distinguished Young Women brand to a wide audience requires that we all consistently communicate the Sharing the Distinguished Young Women brand to a wide audience requires consistent communication of the essence, the heart and the mission of the program. The Mission Statement, Brand Story, Key Messages and Program History form this essence. They remind us that, at its core, Distinguished Young Women is a program dedicated to rewarding young women for their accomplishments in academics, fitness, on-stage performance and communication; and to help develop skills necessary for a successful life.

These statements should guide all conversations about the program.

MISSION STATEMENT To positively impact the lives of young women by providing a transformative experience that promotes and rewards scholarship, leadership, and talent.

BRAND STORY Distinguished Young Women is a national scholarship program that inspires high school girls to develop their full, individual potential through a fun, transformative experience in Life Skills Workshops, positive peer environments and a celebratory showcase of their accomplishments. • By encouraging continued education and providing college scholarships • By developing self-confidence and the abilities to interview effectively, to speak in public, to perform on stage and to build interpersonal relationships • By encouraging and showcasing excellence in academic achievement, physical fitness, on-stage performance skills and the ability to think and communicate clearly • By creating opportunities to beneficially inspire the lives of others

KEY MESSAGES (TALKING POINTS) • The first national program was held in 1958 in Mobile, Ala., where it is still held annually. • More than $1 billion in scholarships is made available each year to young women across the country, making the program the largest scholarship organization of its kind. • It costs nothing to enter. • Number of participants in 2018: almost 3,000 • Number of participants since 1958 (local, state and national): almost 770,000 • Number of universities and colleges that offer college-granted scholarships: more than 100 • The national program is run by a professional staff of five employees and a dedicated team of more than 10,000 volunteers working at the local, state and national levels. • The program’s participants share the Be Your Best Self outreach program with children across the country. BYBS contains five elements for youth to live by: Be Healthy, Be Involved, Be Studious, Be Ambitious, Be Responsible. • Well-known past participants: Lindsey Stirling, violinist and best-selling author, 2005 Arizona Robin Meade, CNN Anchor, 1987 New London, Ohio page 5

BRAND FOUNDATION CONTINUED

Bellamy Young, actress, Scandal, 1987 North Carolina Debra Messing, actress, Will & Grace, 1986 Rhode Island Kathie Lee Gifford, entertainer and TV host, 1971 Maryland Kim Basinger, Oscar Award-winning actress, 1971 Athens, Ga. Kay Ivey, Governor of Alabama, 1963 Wilcox County, Ala. Diane Sawyer, television journalist, 1963 National Representative

ELEVATOR SPEECH An elevator speech is designed to capture the essence of a brand in a short statement, one that could be made during an average elevator ride.

Founded in 1958, Distinguished Young Women is a free program that encourages participants to reach their full individual potential. Our mission is to empower young women by providing over $1 billion in scholarship opportunities, developing their self-confidence in a positive peer environment and participating in our Life Skills Workshops that prepare them for success after high school.

PROGRAM SCHOLARSHIPS Distinguished Young Women provides cash and college-granted scholarships. Since 1958, Distinguished Young Women has awarded more than $108 million in cash tuition scholarships. The program also works with colleges and universities across the nation to provide opportunities for participants to further their education. Program participants are eligible for college-granted scholarships from more than 100 colleges and universities, and more are coming on board each year. For the 2018 program year, Distinguished Young Women provided more than $1 billion in cash and college-granted scholarship opportunities.

PROGRAM HISTORY Distinguished Young Women was founded in 1958 by the Mobile Jaycees as an outgrowth of its popular Azalea Trail Maid program. Distinguished Young Women, originally called America’s Junior Miss, was created as a way to meet the need for higher education scholarships for young women. Since it’s creation, more than 765,000 young women have participated and shared in over $108 million in cash tuition scholarships. Today, the national program spans the country with participants from all 50 states and the District of Columbia. Approximately 3,000 young women participate at the local and state levels each year. page 6

BRAND FOUNDATION CONTINUED

BE YOUR BEST SELF The Be Your Best Self Program (BYBS) is Distinguished Young Women’s national outreach program, which encourages self- esteem, healthy lifestyles, and goal setting in young people. BYBS emphasizes five elements: • Be Healthy – Be physically fit and drug free. • Be Involved – Serve my community. • Be Studious – Stay in school. • Be Ambitious – Set and achieve goals. • Be Responsible – Live by moral and ethical principals. Distinguished Young Women launched the BYBS program in 1987 as a way for the participants to share their positive values with young people to help them lead more successful and productive lives. Distinguished Young Women make appearances across the country to share the message for the BYBS program and encourage young people to implement these five elements in their own lives. Distinguished Young Women celebrates a National Be Yourself Week each Spring. During this week, Distinguished Young Women all across the country visited Boys & Girls Clubs in their areas to share the Be Your Best Self program with more than 4,000 young people.

COLOR PALETTE The use of color is an important tool for conveying the mission and message of the organization. We developed the color palette to be flexible but consistent. The Accent Colors are compatible with the Primary Logo Color and for us as accent colors on pieces such as program book, brochure and flyer.

TYPE FAMILIES The two approved type families for all Distinguished Young Women organization communications are Gill Sans and Garamond. page 7

LOGO GUIDELINES

You must use the logo in the authorized configurations shown in this manual. It should appear prominently on all marketing and communications materials produced in reference to the program. The standard logo is the icon, wordmark and tagline used together. When referencing a particular program, use the location variation. In some cases, due to space constraints, it may be best to use the wordmark and icon by itself.

The logo should only appear in PMS 7477, Black or White. When using the logo on a background color, use the eps file format so the white rectangle appears behind the rays of the icon.

Note: These variations are the only approved logos for the program. We do not allow other combinations.

STANDARD LOGO LOCATION VARIATION (location in Gill Sans Light)

ALABAMA

ICON AND WORDMARK page 8

BRAND IDENTITY

One of the central goals of the brand initiative is to create a clear image of Distinguished Young Women. Key to this effort is a consistent visual identity. All levels of the program must adhere to these guidelines to ensure that the program is represented consistently to everyone who encounters it.

COLOR PALETTE To ensure consistency of our visual identity, we provide specifications for each color for use in print, Web and electronic presentations. Please note that screen and laser-printer color is not necessarily an accurate representation of actual colors due to variances in monitor and printer calibrations.

PRIMARY COLOR PANTONE 7477 CMYK 85 29 21 63 RGB 34 80 95 HEX #22505F

ACCENT COLORS We developed this secondary palette to complement the primary logo color and provide guidance when developing promotional pieces for the program. These colors also convey youth and energy, which are consistent with the brand of the program. You may use these colors for large areas of color or as accent colors on pieces such as a program book, brochure, flyer or poster. Please note these are not approved colors to use for the logo.

PANTONE 7473 PANTONE 151 PANTONE 7403 CMYK 74 0 36 8 CMYK 0 55 100 0 CMYK 0 11 51 0 RGB 30 157 139 RGB 255 121 0 RGB 232 206 121 HEX #1E9D8B HEX #FF7900 HEX #E8CE79

PANTONE 362 PANTONE 227 PANTONE 7502 CMYK 78 2 98 9 CMYK 6 100 7 20 CMYK 0 8 33 10 RGB 63 156 53 RGB 169 0 97 RGB 211 191 150 HEX #3F9C35 HEX #A90061 HEX #D3BF96

PANTONE 382 PANTONE 200 PANTONE 7505 CMYK 28 0 92 0 CMYK 3 100 66 12 CMYK 0 26 50 49 RGB 190 214 0 RGB 183 18 52 RGB 129 96 64 HEX #BED600 HEX #B71234 HEX #816040

PANTONE 1235 PANTONE 2593 PANTONE 430 CMYK 0 30 96 0 CMYK 67 91 0 0 CMYK 33 18 13 37 RGB 255 182 18 RGB 128 55 155 RGB 129 138 143 HEX #FFB612 HEX #80379B HEX #818A8F page 9

BRAND IDENTITY CONTINUED

TYPE FAMILIES The Distinguished Young Women logo should only appear as provided in PMS 7477, Black or White. The two approved type families for all Distinguished Young Women organization communications are Gill Sans and Garamond.

Note: These variations are the only approved logos for the program. We do not allow other combinations. GILL SANS FONT

GILL SANS LIGHT GILL SANS ULTRA BOLD CONDENSED ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 abcdefghijklmnopqrstuvwxyz1234567890 GILL SANS LIGHT ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ GARAMOND FONT abcdefghijklmnopqrstuvwxyz1234567890 GARAMOND REGULAR GILL SANS REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 abcdefghijklmnopqrstuvwxyz1234567890 GARAMOND ITALIC GILL SANS ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 abcdefghijklmnopqrstuvwxyz1234567890 GARAMOND BOLD GILL SANS BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 abcdefghijklmnopqrstuvwxyz1234567890 GARAMOND BOLD ITALIC GILL SANS BOLD ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 abcdefghijklmnopqrstuvwxyz1234567890 GILL SANS EXTRA BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 GILL SANS ULTRA BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 GILL SANS CONDENSED ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 GILL SANS BOLD CONDENSED ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 page 10

BRAND IDENTITY CONTINUED

MEDALLION Each level of the program has a specific medallion color: bronze for local, silver for state and gold for nationals. Below is the guideline for printing the location of the program on the white ribbon with accompanies the medallion.

RIBBON GUIDELINES The location name the medallion is from may be printed on the left side of the ribbon (so when it is worn and someone is looking at it, the name is on the right). It must be printed in all capital letters, in the Gill Sans Regular font and in the official dark teal (PMS 7477).

Begin the printing of the letters where a 90-degree angle is created where the ribbon ends come together (see diagram) and the letters should run up the center of the ribbon toward the neckline. If possible to use font sizes, the font size is 55 point. No location name should be longer than 6.5 inches and there should be at least a 3/8-inch space between the letters and the edge of the ribbon. page 11

STYLE GUIDE

Use this Abridged Guide when writing marketing and communications materials intended for general audiences.

OVERALL PROGRAM NAME The national program is Distinguished Young Women.

LOCAL AND STATE PROGRAM NAMES The local or state program is Distinguished Young Women of Alabama or Distinguished Young Women of Mobile County.

HOW A LOCAL OR STATE WINNER SHOULD REFERENCE THEMSELVES “I am the Distinguished Young Woman of Alabama for 2020.” *You do not always have to use the year.

When referencing the program, use the “e” in the plural Women. When referencing the winner, use the “a” in the singular Woman.

Our program is a scholastic honorary in which a participant can only take part in one year, similar to the National Merit Finalist program. Every effort should be made to differentiate our program as an honorary and mentoring program.

WORDS TO AVOID In an effort to differentiate Distinguished Young Women from pageant organizations, avoid the following list of words in all communications and verbal descriptions of the program. • “Pageant” • “Reign” • “Title” • “Crown” • “Platform”

ALSO AVOID • Do not reference the participants’ physical appearance. Example: “Ladies and gentlemen, aren’t these girls beautiful?” or “Don’t they look lovely?” • Avoid using program abbreviations in external marketing and communications materials, except in the use of social media hashtags. Example: “DYW,” “DYWofAK” or “DYWAZ” . The use of only the initials “DYW” should be limited to audiences who are already familiar with the program. page 12

STYLE GUIDE

OTHER LANGUAGE TO USE The language you use when talking about the program will influence the perception of the program as a whole and ultimately affect what others say about the program. Here are some terms which you should use in scripts and communications: • “Showcase” • “Scholarship” • “Leadership” • “Achievement” • “Scholastic honorary” • “The ability to think and speak clearly” • “Inspire the lives of others” [see mission statement] page 13

BRAND ASSISTANCE

All queries and requests regarding branding, marketing, media relations and usage of the visual identity should be directed to:

Marketing & Communications Director Distinguished Young Women National Office 751 Government Street Mobile, AL 36602

Phone: 251.438.3621 Fax: 251.431.0063