3 TABLE OF CONTENTS Photography Overview Mood board Communications checklist 50. 48. 72. Graphic Elements Graphic elements Graphic element guidance Icons Line dividers 49. 50. 56. 5 7. Logo with tagline lockup Lockup clear space + minimum size Lockup use Lockup misuse Tagline Logos Clear space + minimum size Logo use Logo misuse Co-branding guidance Co-branding misuse 1 7. 18. 19. 20. 22. 23. 25. 26. 2 7. 28. 30. Logo Colors 31. 32. 33. 34. 35. Primary palette Secondary palette Brand grayscale Distribution chart Color usage/rules 3 7. 38. 39. 40. 41. 42. 43. 44. 45. Primary typefaces Secondary typefaces Rules + hierarchy Headline rules Subheading rules Functional use rules System fonts Web rules + styles Calls to action Typography Collateral Homepage Print ads Stationary Social media ads Breakroom poster Point of purchase Banner ads Eblast Event collateral 59. 60. 61. 62. 63. 64. 65. 66. 6 7. Logo Clear space + minimum size March of Dimes lockup Color palette Distribution chart Color usage/rules Graphic elements Collateral 69. 70. 71. 73. 76. 7 7. 79. 80. 05. 06. 0 7. Brand values Brand personality Brand promise Mission statement Manifesto Elevator pitch Key messages Sample messages & CTAs Tone of voice 09. 10. 11. 12. 13. 14. VERBAL IDENTITY OUR CORE VALUES MARCH F0R BABIES OVERVIEW BRAND IN USE VISUAL IDENTITY