22 OUR TAGLINE Our tagline embodies our organization’s purpose and mission and should be used verbally and visually as much as possible. When using these parallel phrases, they should each have a period. When using these graphically, they should be ALL CAPS. When using this tagline, we recommend using two colors: Brand Purple and Cornflower Blue. Remember, when the tagline shown independently, it should also accompany the March of Dimes logo on the page. We recommend not using for prematurity and loss due to sensitivities. MARCH OF DIMES • BRAND BOOK • VISUAL IDENTITY