Official Websites

• https://www.bbbs.org
• http://www.bigbrothersbigsisters.org

Brand Guidelines

2020

Brand Summary

Mission

• To clear the path to a child’s biggest possible future, empowering youth through professionally supported, one-to-one mentoring relationships and defending their potential [^1].

Core Values

• Empowerment
• Community
• Confidence
• Urgency
• Inclusivity
• Principled
• Supportive
• Hopeful

Target Audience

• Children and youth seeking mentorship (Littles), adult volunteers (Bigs), donors, guardians, and communities across diverse backgrounds [^2].

Personality Traits

• Empowering
• Principled
• Hopeful
• Straightforward
• Supportive
• Respectful
• Bold
• Confident
• Inclusive

Visual Identity Overview

• The brand uses a modern, geometric logo with layered lines forming the letter ‘B’, a color palette of black, white, and electric green, clean sans-serif typography, and energetic, vibrant imagery. Visual style emphasizes contrast, clarity, and inclusivity, with guidelines for logo usage, typography, color, photography, and graphic elements to ensure consistency and cohesion [^3].

Categories

Brand Voice

• Uniting around one consistent brand voice is essential for ensuring cohesion throughout the organization. In the following pages, you will find guidelines for how we talk, helpful tips for crafting your own headlines, rules for using words like “potential” and “defenders,” and much more. These guidelines will help you create your own on-brand pieces, from social content to updated brochures and collateral.
• Every piece of communication should reflect who we are as an organization.
• These guidelines are here to help you check your work. They are not intended as external facing language. As you’re writing, ask yourself questions like: • Does this sound too pushy? Not on brand. • Is there optimism and hope in my message? On brand. • Could my words be construed as overly defensive? Not on brand. • Am I empowering and raising individuals up? On brand.
• We are… PRINCIPLED, EMPOWERING, WONDER-FILLED, DEFENDERS, REALISTS, HOPEFUL, STRAIGHTFORWARD, SUPPORTIVE, RESPECTFUL Without being… PREACHY, PUSHY, JUVENILE, DEFENSIVE, PESSIMISTS, NAIVE, INSENSITIVE, OVERBEARING, INVISIBLE
• We are deliberate and direct. We understand that our mission is urgent and essential, and we do not apologize for our passion.
• We are inviting and inclusive. We work to ensure that every child, volunteer, employee, and guardian feels part of our mission.
• We are powerful and positive. We know our work is changing lives and we are confident that we are bettering our communities and our country.
• We are genuine and honest. We talk like real people because lives are changed in interactions, not on a conference call.
• It is important to consider who you are talking to for every piece of communication. While our brand voice will always stay consistent, the way you bring your message to life should shift based on the priorities and traits of that audience.
• When talking to prospective Bigs: • urgently communicate the necessity of our mission • encourage involvement not by motivating not by selling • highlight the incredible impact that one person can make • positively focus on the achievement of our mission • champion the power of action
• When talking to donors: • positively communicate the necessity of our mission • motivate them to get involved and contribute • highlight the real, meaningful changes that happen thanks to support like theirs • share the urgency of our work and their involvement
• When talking to our communities: • authentically communicate the urgency of our mission • focus on the positive change that we bring • highlight the meaningful ways to support and engage with your agency • share our success stories • be true, honest and present
• When we speak as an organization, we have the ability to harness the power of our collective passion and commitment.
• Emphasize the incredible impact of our work in individual lives and across the country. Talk about how each and every interaction we have fuels our limitless potential to shape the future of our world.
• Talk about our organization’s inspiring, motivating, and impressive heritage. It galvanizes our relentless commitment to fighting for the biggest possible futures of children across the country. Which is why we will continue to work together with Bigs, Littles, guardians and volunteers to defend potential.
• Our purpose is powerful. Clearing the path to a child’s biggest possible future is powerful. Lean on the language you find in this guide to tell your stories and inform your communications.
• When we tell stories of matches, we can highlight the one-to-one nature of our work and our impact.
• Whenever possible, focus on real moments from real Bigs and Littles. These moments are the most authentic and meaningful ways to inject humor, joy, and emotion into our stories.
• Whether it is the goofy advice a Little gave a Big to up their social media game, or an honest moment that could tear through the coldest heart, it is these individual interactions that bring our mission to life.
• Often, it is not a single occurrence that best captures the truth of a match. Sometimes it is the awkward beginning that slowly transforms into a deep bond. It is the showing up for weeks without knowing where the relationship will go, building trust and forming respect along the way.
• Here are some terms we use a lot, including guidelines for how to use them correctly. agency/agencies Term local offices call themselves; do not capitalize. Bigs Title for mentors, always capitalized. Big Brothers Big Sisters Always written out on first usage, then BBBS . Other approved usage of ‘BBBS’ is when listing multiple agencies. Never “Big Brothers,” “Big Sisters”, individually, Big Brothers/Big Sisters; Big Brothers and Big Sisters; Big Brothers & Big Sisters; Big Brothers, Big Sisters Defenders Characterization of every person involved with our organization: Bigs, Littles, guardians, volunteers, donors and staff. Capitalize. Littles Title for mentees, always capitalized. “Littles” can feel too young for older age groups, so use cautiously. Mentorship We view mentors and mentorship differently than other organizations. For us, it is more than offering advice. It is building meaningful connections for a bigger future. Potential The strongest word in our arsenal. Can be used in headlines, body copy, and calls to action.

Brand Imagery

• Photography is another way we share who we are and what we do with the world. Our photography must clearly communicate our mission and align with our Red Thread: Together, We Are Defenders of Potential. We created the following guidelines for using and creating photography.
• Overall, photography must amplify our mission, values, and Red Thread. Provided here are recommendations for photo creation. Preferred usage is highly dependent on the communication, delivery system, and overall design. For maximum impact, use a single image. When multiple images are needed, use one consistent style and pay great attention to hierarchy.
• Tips for capturing images on an iPhone or other digital device include: - Make sure resolution is at the highest setting - TIFF format is preferred but JPG works well - Enable the grid overlay to ensure visual balance
• Professional photographers make a point to take more photos of the same subject than are needed. Afterwards, they review lots of options and will make “selects”. Taking multiple pictures ensures a large amount of options to choose from.
• Using natural light is the preferred way to light our subjects. Artificial light can sometimes be ”colder” and may even feel harsh. Natural is often softer and it’s free! The best times to utilize natural light are during what photographers refer to as “the golden hour”, the hour or so after sunrise and before sunset.
• Utilizing the grid on your camera by default enables a 9-square grid. The inside grid points (where the lines intersect) are often considered focal points. Try to align important parts of the photos on these points. This can also be achieved through cropping.
• Always be conscience of what is going in the background or negative space of your image. Can some elements be out of focus? Is there anything that is distracting? Is the background too busy? There are many elements to consider. When in doubt, ensure that your subject is the focal point and minimize the visual clutter in the background.
• The Big Brothers Big Sisters brand utilizes stark imagery and bold language to represent our powerful mission. To increase understanding and maintain visual unity, focus on contrast as a key element of good photography/treatment.
• Ensuring contrast in our photo assets requires testing and experimentation with photo settings to accurately capture people of varying skin tones. We must showcase our people from a broad spectrum of age, gender, gender nonconforming and ethnicities to accurately tell our stories. Authentic and inclusive representation is an important part of our Diversity and Inclusion initiatives.
• Representing potential in our Littles is a big part of the brand. A dreamy look can create a sense of wonder, representing how Littles see their own potential. We recommend shooting in natural lighting or from a single light source to create clean shadows. Subjects should always be facing toward the right.
• To depict our Bigs and Littles with quiet confidence, we recommend straight-on, unposed images. Mood should not be too serious, yet subject should not be laughing or covering their face.
• Our brand is all about the experiences Bigs and Littles share. We capture these interactions in a more candid style. These scenes should not look staged, so never have subjects face the camera. We recommend natural lighting, no studio lighting.
• We achieve this by using techniques like shooting in lower depths of field to show Littles in focus with their Bigs slightly out of focus behind them. Subjects must both be facing the camera.
• Straight-on images with relaxed subjects is the goal. The relationship between the two should be felt but not overly obvious or intentional. The background should be simple and not conflict with the subjects.
• Eyes can be very powerful images that allow audiences to see the deep humanity of our brand. We recommend shooting in natural lighting or from a single light source to create clean shadows.
• Our one-to-one mentoring approach has been our philosophy from the beginning and will never go away. This face-to-face photography style is a great way to emphasize that point. Littles must always face toward the right.
• When displaying over photography, use the one color option that provides the most contrast.
• You may keep photography that is professionally produced unfiltered and in full-color so long as it follows our photography guidelines.
• Not all of our photos can be professionally produced, and that is okay. To achieve consistency, a simple greyscale is all we need to make just about any photo look consistent.
• To create your own duotone images, visit duotone.shapefactory.co Use the hex codes listed below to change the two colors. Once the colors are set, you can upload the photo of your choosing and the site will automatically generate a duotone photo for download.

Color Palette

• For additional information regarding the Big Brothers Big Sisters colors, see page 30.
• This section only covers the basics of colorfor the logo. Please refer to pages 37-38 for in-depth coverage on brand colors.
• Using the fonts outlined on page 33 and colors outlined on page 37, we can create unique logos that fit with our primary brand look and feel.

• BLACK & WHITE ELECTRIC GREEN ## Black [ RGB ] 0 0 0 [ HEX ] #000000 [ CMYK ] 0 0 0 100 ## White [ RGB ] 255 255 255 [ HEX ] #FFFFFF [ CMYK ] 0 0 0 0 ## Electric Green [ RGB ] 000 252 135 [ HEX ] #00FC87 [ CMYK ] 68 0 60 0 [ PANTONE ] 7479 C/U

• GREY To expand our color system, we’ve added shades of gray to allow more flexibility in the brand. Below are the approved tints for both print and digital use. Modern Grey [ RGB ] 200 201 199 [ HEX ] #C8C9C7 [ CMYK ] 8 5 7 16 [ PANTONE ] COOL GRAY 3C Sharp Gray [ RGB ] 151 153 155 [ HEX ] #97999B [ CMYK ] 20 14 12 40 [ PANTONE ] COOL GRAY 7C Note: Gray should only be used as color fields, photo overlays and to add variance in font color. Brand elements should not be altered to include gray.

• Extensive research was done to identify the new Big Brothers Big Sisters colors. From aligning our brand characteristics with color psychology to a competitive analysis in the market, the color was chosen with purpose.
• We tested electric green with key demographic groups to see if it could help boost recruitment efforts. Electric green outperformed all other colors.
• Electric green is optimized for a bright look when on screen. If the content you are making is to be viewed digitally, always use the digital colors. Even if it may be printed by a user, we must optimize for digital viewing first.
• How we see color is highly dependent on the medium. Pixels on a screen will produce color differently than ink on a paper. [ RGB ] R 0 G 252 B 135 [ HEX ] #00FC87 DIGITAL When using green on digital platforms, use the RGB, or Red Green Blue, color builds which the setting for color on screens. Hex is the web format for RGB. [ PANTONE ] 7479 C/U PRINT PRODUCTION OR MERCHANDISE When producing any kind of project that requires a professional manufacturer or printer, use a Pantone color match. Pantone is a standardized color system used by various industries. [ CMYK ] C 68 M0 Y 60 K 0 STANDARD PRINTING COLOR SPACE When using a standard printing method such as laser, ink-jet, or offset, we recommend CMYK, or Cyan Magenta Yellow Black, which is a color space designed for modern digital printers. This should not be used on digital executions like social media, emails, etc. If you are using electric green for digital, please use the RGB or Hex version.
• The pantone color was used to create a match for wall paint. Please take the following specs to your local Home Depot. [BASE] PP103 [CLRNT] 384th [AXL] 82 [DL] 73 [KXL] 180
• The guidelines relating to color are in place to ensure brand cohesion across all agencies. Our approach to color uses a black and white foundation accentuated by electric green.
• When used properly, a color palette that is mostly black and white will create an elegant design that is simple to manage. This will also provide a lot of flexibility for low-cost printing at the local level.
• Our color palette works best when our green is treated as an accent. Much like our logo only a small part should have the color. Never use electric green as the dominant color in any design, communication, background, merchandise or event decor.
• At the time of publishing this version of the Brand Guidelines <v2.0, 1.2020> secondary colors are not yet part of the guidelines. Once adoption of the new brand is more widespread, a secondary color palette will be developed and adopted. Part of the decision to not adopt additional colors was for consistency and audience understanding of our new brand. In order to ensure that our brand is established, please refrain from introducing additional colors in your agency communications.

Typography

• Predige Rounded is the logo typeface of the Big Brothers Big Sisters brand. The approachable nature of the font led to the selection as our logo typeface. Note: This font will only be used in the logo and in special situations by the National Office and our partner creative agencies.
• Steelfish is our strong, vertically oriented font intended for boldly stating our vision. It should primarily be used as a headline or main message of any print or digital communication in all capital letters with slightly increased kerning (space between each letter) if possible. Note: All fonts are available on Brandfolder.
• Zilla Slab is the tertiary and long-form text font. It is complementary to both Steelfish and Predige and is not required unless the communication includes extended information. It should be used when writing long-form copy that goes beyond 1-2 sentences on both print and digital executions including website body copy. Note: All fonts are available on Brandfolder.
• For these situations we recommend using fallback fonts, which are fonts that have the most compatibility throughout browsers, email clients, and operating systems. These can often be called web safe fonts, system fonts, or universal fonts. These are NOT brand fonts and should only be used as fallbacks when brand fonts are not accessible.
• Font Name: Trebuchet MS Font Name: Arial Font Name: Georgia Font Name: Courier Courier has been replaced due to feedback from the network with Georgia for ease of use and clarity.
• Typographic hierarchy is how our audiences know what to read and in what order. While not required, these treatments can add visual interest and direction to communications that require long form copy.
• Steelfish Bold may be used in all caps and spaced slightly as a small callout for paragraph headers in long form copy. This treatment should be utilized where there 1-2 paragraph headers. The green stylistic element is created by placing an electric green rectangle behind the text. It is important that the rectangle not match the height of the copy. Do not just “highlight” the text with the electric green. This paragraph header treatment is recommended when there is minimal text utilizing Steelfish.
• Zilla Slab Bold may be used in all caps as a paragraph header in long form copy where there are multiple paragraphs. When set in all caps Zilla Slab should be set to a point size smaller than the body copy. Doing so will provide hierarchy while still adding the visual guidance required. This paragraph header treatment is recommended when paired with headline treatments utilizing Steelfish. Changing the color of this paragraph header treatment is not recommended.
• As previously noted, Steelfish should be used in all capital letters as a headline. When the message features powerful language punctuated by a single word, electric green may be used to accentuate that word.
• To further punctuate headlines, the outlined version of Steelfish may be used as well. This execution should be used with great care as legibility and comprehension are the cornerstones of our communications.
• Headlines and longer messages should overlap photography. Take care to avoid obscuring the subject of the photograph.
• Verticality in type treatments can further emphasize the personal trajectory of our audiences. When our messages visually rise, it can convey an upward or positive change. This treatment should only be used when the message speaks to this trajectory or the layout is limited horizontally.
• TREBUCHET MS SET IN BOLD & ALL CAPS FOR HEADERS Set in regular, sentence case for additional information. Georgia Set in regular for body copy Links get underlined Bold & italics can also be used For certain platforms that do not support these styles, the standard style application preset in those Note: For additional information on Web Safe Typography, see page 34.
• The email signature only features Trebuchet MS, in bold and regular, for all text.

Logo Usage

• The Primary Logo should always be your first option. It represents the overall brand regardless of location or structure.
• We have developed the logo on a geometric grid to ensure proper weight and balance that looks great m all sizes. This grid has also informed the proportions for everything around the icon. All logo assets will follow this grid system.
• The success of our new logo relies on the consistency with which it is used. The provided vector art is perfectly geometric, and maintaining this accuracy is essential. These X and Y widths will always be scalable to the logo, no matter what size it is. Please do not adjust spacmg.
• To maintain consistency and ease in• i this transition, all agency logos will be provided. Yous sh o uldnot create your own.
• Minimum size To preserve legibility, this logo should never be displayed smaller than .66 of an inch tall or 150px tall. For smaller placement, refer to the secondary logos on page 27.
• The text beneath the primary logo will be reserved for tagline(s), National Office or agency designation. Only one subtext option should appear at any time.
• Do not add any other subtext to the logo. Please contact the National Office for any advice you may need at Defendersof Potential@bbbsa.org.
• It is crucial to have a consistent look across all logo variations. All logos will follow the guidelines on this page. Please do not attempt to edit lockups by changing either the subtext or color.
• Every agency logo is available on Brandfolder as the primary and additional marks.
• Single Line Subtext The national logo and agencies with shorter names will fit their subtext on a single line, as shown. (21 character limit)
• Double Line Subtext If your agency name does not fit on one line, it will flow to a second line as shown. Three lines are not permissible. (42 character limit) Note: Two lines is the max number of lines
• Use this lockup for anything relevant to the National Office or for national brand actions.
• Use these predetermined lockups for pairing the logo with your preferred tagline. Do not pair these logos with local agency subtext. For direction on how to use taglines, please refer to page 14.
• Unstacked Logo Ideal for use in narrow and smaller spaces. Also useful when you need text to be the primary element, like on building signage.
• Minimum size This logo should never be displayed smaller than .33 of an inch tall or 75px tall.
• Oversized Logo Ideal for larger-scale displays, like on t-shirts or murals, where logotype will still be legible. For legibility, this version of the logo will always only use “Big Brothers Big Sisters,” never “of America” or a local agency name.
• The Standalone Capital May be used as an accent on graphic work so long as the logotype is somewhere on the same art. Great for merchandise such as lapel pins or embroidery.
• Minimum size The standalone should never be displayed smaller than .25 of an inch tall or 50px tall.
• Use this predetermined border shape for the icon.
• Note: Currently only approved for enamel pins. (9/1/18)
• Program logos must only have one accent color just like our logo. This allows for the primary mark and the program logo to work together.
• The circle itself can be changed to any of the primary colors outlined on page 37.
• The Capital within the circle must be kept as black or white.
• When printing the logo on white, always use the black & green logo in CMYK or Pantone. In this version, the subtext will go to black for readability. Avoid use in digital platforms.
• One Color These options are provided for when there are printing limitations, contrast issues or partnerships when the logo may appear with non-brand colors/logos. If a partner is in need of a logo where we are unable to influence placement, please provide these one-color versions.
• When displaying over photography, use the one color option that provides the most contrast.
• Do use the provided logo files as is.
• Do left align the lockup to the art.
• Do switch out for a secondary lockup to adjust for the context.
• Do not stretch or distort the logo in anyway.
• Do not use the Big Sisters logo on an angle.
• Do not use the logo in all green.
• Do not use any unapproved Big Sisters colors of the logo.
• Do not rearrange the logo in any way. Use the predetermined lockups.
• Do not use any unapproved colors of the logo OF AMERICA on subtext.
• Do not attempt to create other letters in the capital style.
• Do not place the logo over faces in photography.
• Do not right align the logo to a document.
• Never use electric green as the dominant color in any design, communication, background, merchandise or event decor.

Tone And Messaging

• Every piece of communication should reflect who we are as an organization.
• These guidelines are here to help you check your work. They are not intended as external facing language. As you’re writing, ask yourself questions like: • Does this sound too pushy? Not on brand. • Is there optimism and hope in my message? On brand. • Could my words be construed as overly defensive? Not on brand. • Am I empowering and raising individuals up? On brand.
• We are… PRINCIPLED, EMPOWERING, WONDER-FILLED, DEFENDERS, REALISTS, HOPEFUL, STRAIGHTFORWARD, SUPPORTIVE, RESPECTFUL Without being… PREACHY, PUSHY, JUVENILE, DEFENSIVE, PESSIMISTS, NAIVE, INSENSITIVE, OVERBEARING, INVISIBLE
• We are deliberate and direct. We understand that our mission is urgent and essential, and we do not apologize for our passion.
• We are inviting and inclusive. We work to ensure that every child, volunteer, employee, and guardian feels part of our mission.
• We are powerful and positive. We know our work is changing lives and we are confident that we are bettering our communities and our country.
• We are genuine and honest. We talk like real people because lives are changed in interactions, not on a conference call.
• It is important to consider who you are talking to for every piece of communication. While our brand voice will always stay consistent, the way you bring your message to life should shift based on the priorities and traits of that audience.
• WHEN TALKING TO PROSPECTIVE BIGS: • urgently communicate the necessity of our mission • encourage involvement not by motivating not by selling • highlight the incredible impact that one person can make • positively focus on the achievement of our mission • champion the power of action
• WHEN TALKING TO DONORS: • positively communicate the necessity of our mission • motivate them to get involved and contribute • highlight the real, meaningful changes that happen thanks to support like theirs • share the urgency of our work and their involvement
• WHEN TALKING TO OUR COMMUNITIES: • authentically communicate the urgency of our mission • focus on the positive change that we bring • highlight the meaningful ways to support and engage with your agency • share our success stories • be true, honest and present
• WE HAVE INCREDIBLE STORIES. WE MUST TELL THEM.
• When we speak as an organization, we have the ability to harness the power of our collective passion and commitment.
• Emphasize the incredible impact of our work in individual lives and across the country. Talk about how each and every interaction we have fuels our limitless potential to shape the future of our world.
• Talk about our organization’s inspiring, motivating, and impressive heritage. It galvanizes our relentless commitment to fighting for the biggest possible futures of children across the country. Which is why we will continue to work together with Bigs, Littles, guardians and volunteers to defend potential.
• Our purpose is powerful. Clearing the path to a child’s biggest possible future is powerful. Lean on the language you find in this guide to tell your stories and inform your communications.
• When we tell stories of matches, we can highlight the one-to-one nature of our work and our impact.
• Whenever possible, focus on real moments from real Bigs and Littles. These moments are the most authentic and meaningful ways to inject humor, joy, and emotion into our stories.
• Whether it is the goofy advice a Little gave a Big to up their social media game, or an honest moment that could tear through the coldest heart, it is these individual interactions that bring our mission to life.
• Often, it is not a single occurrence that best captures the truth of a match. Sometimes it is the awkward beginning that slowly transforms into a deep bond. It is the showing up for weeks without knowing where the relationship will go, building trust and forming respect along the way.
• BIG There is no denying the word “big” is at the core of our organization. From our name, to our logo, to the title we bestow upon our mentors, it is sure to be present in messaging. Here are some guidelines to ensure it is used intentionally and with impact.
• When using as a mentor’s title, capitalize “Big.” For example: Big Sister Lisa.
• When using as a term of scale, do not capitalize “big.” Variations of “big” (“bigger,” “biggest”) should be used sparingly.
• DEFENDERS We believe that each and every individual who interacts with our organization has the responsibility and power to act as a defender. When we talk about defenders of potential, we are talking about Bigs, Littles, guardians, staff, donors, and volunteers.
• Defending can take many forms, including: • Standing up for your own future and opportunities • Enrolling a child in the program and encouraging ongoing participation • Matching a Little with a Big • Showing up, being present, and caring • Funding the infrastructure for change and the future • Working to recruit and organize volunteers
• It is essential that when talking about defenders, all parties are included — especially Littles.
• “Potential” is the most powerful word in our new brand. It is the heart of our tagline and can be used in headlines. Potential can also stand alone as a headline on collateral and swag.
• Always remember: We are not uncovering or granting potential. We are not saviors or heroes. Instead, we invest in meaningful interactions with youth to help them ignite and harness their own potential — the potential that they have had all along.
• DEFENDING POTENTIAL “Defending Potential“ is our primary tagline and should be your default for broader communications. It performs especially well with prospective Bigs. Audience: Prospective Bigs and Community
• If you are creating a targeted communication piece, you may choose to use an alternate tagline that speaks directly to your audience. Think of the following taglines as support for the greater vision of “Defending Potential.”
• IGNITING POTENTIAL Events that focus on driving Littles to realize their potential, Bigs to join our efforts, or an agency platform that encourages education about our goals and mission, are great examples of when to use Igniting Potential. Igniting Potential is how we signal the beginning of a relationship with Big Brothers Big Sisters. Audience: Current Bigs and Guardians
• EMPOWERING POTENTIAL Events or dispatches that outline early processes for matches, relationship training, one-to-one and guardian-focused communications should utilize Empowering Potential. Empowering Potential should be used for relationship development. Audience: Donors.
• It’s hard to resist putting our tagline on everything. We love it! It’s awesome! Unfortunately, if we overuse our strongest brand words they begin to lose power.
• So how do we talk like Defenders, without saying “defending potential” over and over?
• THINK ABOUT YOUR COMMUNICATION PRIORITIES.
• For communications to a broader public—like general awareness or mass recruitment campaigns—you’ll likely use standard “defender” language. Because these pieces are about our brand and our work, they should most closely reflect core brand language.
• For more focused communications—like thanking donors, individual recruitment or updating guardians— it’s best to lead with a more intentional, direct message. Don’t let the desire to use signature brand words prevent you from speaking clearly and thoughtfully.
• THINK ABOUT HOW DEFENDERS ACT. They’re passionate about the cause and want to share it with the world. They don’t act in half measures, but instead with their whole heart. They’re principled and act with a strong sense of integrity and justice. They respect the dignity of all individuals and communities, and they’re committed to adding good to the world. They’re active and energetic, never waiting on the sidelines for someone else to act. Instead, they seize opportunities to contribute, fueled by infectious optimism. They’re inclusive, welcoming and greeting the world with open arms. Channel this mentality into every piece of communication. Acting (and writing) like a defender is even more powerful than calling yourself one.
• Visually, our brand is energetic, powerful, and vibrant. To balance and support this energy, try to keep headlines short and sweet. Our audience is bombarded by messages all day. Our messages need to cut through quickly and meaningfully, so the shorter the better.
• And remember, the goal of our communications is to inspire action. Make sure your message is powerful and engaging, inspiring people to join because they feel moved to be a part of what we do. Stay away from copy that feels like a hard sell, desperate, or pushy.
• Copy Notes • Avoid using clever metaphors or rhetorical questions when a strong statement will do. • Cut unneeded adverbs and adjectives in exchange for crisp clarity. • Think about how the line will pair with your visual, and allow the image to tell part of your story. • Be careful that your headlines do not turn into shouting.
• Styling Notes • Do not include periods at the ends of headlines. • Headlines should be typeset in all caps, with subheads and body copy in sentence case.
• while both statements communicate a similar message, using an affirmative statement is more powerful and assured, and the collective “we” connects the message to the strength of our combined passion and commitment.
• Cut out the extra words to get straight to the point. This quick-hitting, confident statement champions the urgency of our mission.
• OTHER OPTIONS: WE IGNITE POTENTIAL. WE EMPOWER POTENTIAL.
• Paired with a powerful image of a child (see page 37), all that is needed to communicate your message is one forceful word: Potential.
• Write like you talk. Use contractions (isn’t vs. is not) and start a sentence with “and” when it feels right.
• Check that your language is powerful and active. We are not a passive brand.
• Be cognizant of inclusivity and default to gender neutrality. When possible, use the non-gendered pronoun “they” instead of “he” or “she” for more generalized communications. When speaking about a specific individual, use their personal pronouns.
• When in doubt about grammar or punctuation, adhere to AP Style.
• Potential The strongest word in our arsenal. Can be used in headlines, body copy, and calls to action.

Brand Values

• A Red Thread is the core belief of a brand. It drives what we say, what we do, and how we act.
• Our collaborative and engaged network of agencies.
• TOGETHER, WE ARE DEFENDERS OF POTENTIAL
• Our proud stance as powerful advocates for our organization, relationships, and mission.
• The ever-expanding futures of our matches.
• ALL BIGS ARE LIFE-QUALIFIED: Every potential Big has what it takes to help our kids.
• WE ARE THE MOST HUMAN BRAND IN THE WORLD: We are literally an organization of humans that help humans connect with other humans.
• CELEBRATE VICTORIES BIG AND SMALL: Every interaction is a step toward a child’s biggest possible future.
• WE ARE FOR SOMETHING, NOT AGAINST: We stay focused on those we serve.
• ACTIONS SPEAK LOUDER THAN WORDS: We do not sit on the sidelines because each individual can make a difference today.
• BIGS ARE BIGGER TOGETHER: We are bonded together by our actions and we understand the power of being present.
• Every piece of communication should reflect who we are as an organization.
• We are… PRINCIPLED, EMPOWERING, WONDER-FILLED, DEFENDERS, REALISTS, HOPEFUL, STRAIGHTFORWARD, SUPPORTIVE, RESPECTFUL Without being… PREACHY, PUSHY, JUVENILE, DEFENSIVE, PESSIMISTS, NAIVE, INSENSITIVE, OVERBEARING, INVISIBLE
• We are deliberate and direct. We understand that our mission is urgent and essential, and we do not apologize for our passion.
• We are inviting and inclusive. We work to ensure that every child, volunteer, employee, and guardian feels part of our mission.
• We are powerful and positive. We know our work is changing lives and we are confident that we are bettering our communities and our country.
• We are genuine and honest. We talk like real people because lives are changed in interactions, not on a conference call.
• When you help fund a match, you empower potential.
• We believe that every child has incredible potential, we just need to defend it.

Visual Style

• The Primary Logo should always be your first option. It represents the overall brand regardless of location or structure.
• To preserve legibility, this logo should never be displayed smaller than .66 of an inch tall or 150px tall. For smaller placement, refer to the secondary logos on page 27.
• We have developed the logo on a geometric grid to ensure proper weight and balance that looks great m all sizes. This grid has also informed the proportions for everything around the icon. All logo assets will follow this grid system.
• The success of our new logo relies on the consistency with which it is used. The provided vector art is perfectly geometric, and maintaining this accuracy is essential. These X and Y widths will always be scalable to the logo, no matter what size it is. Please do not adjust spacmg.
• To maintain consistency and ease in• i this transition, all agency logos will be provided. Yous sh o uldnot create your own.
• To contrast the sharp line of the Capital, we chose a typeface with softer edges. The bold weight also ensures visibility.
• The text beneath the primary logo will be reserved for tagline(s), National Office or agency designation. Only one subtext option should appear at any time.
• Do not add any other subtext to the logo.
• It is crucial to have a consistent look across all logo variations. All logos will follow the guidelines on this page. Please do not attempt to edit lockups by changing either the subtext or color.
• Every agency logo is available on Brandfolder as the primary and additional marks.
• The national logo and agencies with shorter names will fit their subtext on a single line, as shown. (21 character limit)
• If your agency name does not fit on one line, it will flow to a second line as shown. Three lines are not permissible. (42 character limit)
• Two lines is the max number of lines
• Use these predetermined lockups for pairing the logo with your preferred tagline. Do not pair these logos with local agency subtext.
• Ideal for use in narrow and smaller spaces. Also useful when you need text to be the primary element, like on building signage.
• Minimum size This logo should never be displayed smaller than .33 of an inch tall or 75px tall.
• Ideal for larger-scale displays, like on t-shirts or murals, where logotype will still be legible. For legibility, this version of the logo will always only use “Big Brothers Big Sisters,” never “of America” or a local agency name.
• May be used as an accent on graphic work so long as the logotype is somewhere on the same art. Great for merchandise such as lapel pins or embroidery.
• Minimum size The standalone should never be displayed smaller than .25 of an inch tall or 50px tall.
• Use this predetermined border shape for the icon.
• Currently only approved for enamel pins. (9/1/18)
• Using the fonts outlined on page 33 and colors outlined on page 37, we can create unique logos that fit with our primary brand look and feel.
• Program logos must only have one accent color just like our logo. This allows for the primary mark and the program logo to work together.
• This specific background color blend is designated for this use case.
• Please do not create these marks. Instead, contact the National Office so that they can be distributed to all agencies.
• To call out important anniversaries, use this simple banner graphic that is aligned with the line work in the Capital. Please only use this with the stacked logo lockup of the agency that is celebrating the anniversary.
• The circle bug is a simple device which allow for more customization in special situations. The Capital within the circle must be kept as black or white.
• The circle itself can be changed to any of the primary colors outlined on page 37.
• When adding the logo bug to your artwork, think about the appearance of our full name, location, context, and how the message is that will not interfere with the overall event artwork/ color palette.
• Whenever possible, aim to have the logo on a black surface. This is your standard, go-to lockup that should be used most often. Electric green is used in the upper quadrant of the “B,’ and for subtext.
• If the background need is somewhere between black and white, use the one-color logo.
• When printing the logo on white, always use the black & green logo in CMYK or Pantone. In this version, the subtext will go to black for readability. Avoid use in digital platforms.
• One Color These options are provided for when there are printing limitations, contrast issues or partnerships when the logo may appear with non-brand colors/logos. If a partner is in need of a logo where we are unable to influence placement, please provide these one-color versions.
• When displaying over photography, use the one color option that provides the most contrast.
• Do use the provided logo files as is.
• Do left align the lockup to the art.
• Do switch out for a secondary lockup to adjust for the context.
• Do not stretch or distort the logo in anyway.
• Do not use the Big Sisters logo on an angle.
• Do not use the logo in all green.
• Do not use any unapproved Big Sisters colors of the logo.
• Do not rearrange the logo in any way. Use the predetermined lockups.
• Do not use any unapproved colors of the logo OF AMERICA on subtext.
• Do not attempt to create other letters in the capital style.
• Do not place the logo over faces in photography.
• Do not right align the logo to a document.
• Consistency and adherence to our guidelines across all agencies enables our mission to be recognizable, understood, and emboldened. To do so, the use of the brand elements as outlined is imperative.
• When all agencies adhere to these standards and use these brand elements, our message is stronger and has a broader reach.
• fonts are how we present branded information to our audiences and should be used with great care. Each of the fonts outlined below serves a specific purpose and, when used in the appropriate setting, work to exemplify the Red Thread and our mission. Font files can be found on Brandfolder.
• Predige Rounded is the logo typeface of the Big Brothers Big Sisters brand. The approachable nature of the font led to the selection as our logo typeface.
• This font will only be used in the logo and in special situations by the National Office and our partner creative agencies.
• Steelfish is our strong, vertically oriented font intended for boldly stating our vision. It should primarily be used as a headline or main message of any print or digital communication in all capital letters with slightly increased kerning (space between each letter) if possible.
• All fonts are available on Brandfolder.
• Zilla Slab is the tertiary and long-form text font. It is complementary to both Steelfish and Predige and is not required unless the communication includes extended information.
• It should be used when writing long-form copy that goes beyond 1-2 sentences on both print and digital executions including website body copy.
• Often there are situations where using custom fonts are not feasible. Examples could include using PowerPoint on an external computer or in emails where the custom font is not available.
• For these situations we recommend using fallback fonts, which are fonts that have the most compatibility throughout browsers, email clients, and operating systems. These can often be called web safe fonts, system fonts, or universal fonts.
• These are NOT brand fonts and should only be used as fallbacks when brand fonts are not accessible.
• Please refer to page 59 for more info on using websafe fonts for email.
• Arial is available only for presentations where the brand fonts may be unavailable.
• Courier has been replaced due to feedback from the network with Georgia for ease of use and clarity.
• Typographic hierarchy is how our audiences know what to read and in what order. While not required, these treatments can add visual interest and direction to communications that require long form copy.
• Steelfish Bold may be used in all caps and spaced slightly as a small callout for paragraph headers in long form copy. This treatment should be utilized where there 1-2 paragraph headers.
• The green stylistic element is created by placing an electric green rectangle behind the text. It is important that the rectangle not match the height of the copy.
• Do not just “highlight” the text with the electric green.
• This paragraph header treatment is recommended when there is minimal text utilizing Steelfish.
• Zilla Slab Bold may be used in all caps as a paragraph header in long form copy where there are multiple paragraphs. When set in all caps Zilla Slab should be set to a point size smaller than the body copy. Doing so will provide hierarchy while still adding the visual guidance required.
• This paragraph header treatment is recommended when paired with headline treatments utilizing Steelfish.
• Changing the color of this paragraph header treatment is not recommended.
• As previously noted, Steelfish should be used in all capital letters as a headline. When the message features powerful language punctuated by a single word, electric green may be used to accentuate that word.
• To further punctuate headlines, the outlined version of Steelfish may be used as well. This execution should be used with great care as legibility and comprehension are the cornerstones of our communications.
• Headlines and longer messages should overlap photography. Take care to avoid obscuring the subject of the photograph.
• Verticality in type treatments can further emphasize the personal trajectory of our audiences. When our messages visually rise, it can convey an upward or positive change. This treatment should only be used when the message speaks to this trajectory or the layout is limited horizontally.
• The guidelines relating to color are in place to ensure brand cohesion across all agencies. Our approach to color uses a black and white foundation accentuated by electric green.
• When used properly, a color palette that is mostly black and white will create an elegant design that is simple to manage. This will also provide a lot of flexibility for low-cost printing at the local level.
• The dark tone of a black background can add a more emotional and dramatic look. This provides us with a sense of urgency in our messaging.
• Literal white space can often provide a cleaner and softer look. The brightness can also add a sense of optimism.
• Our color palette works best when our green is treated as an accent. Much like our logo only a small part should have the color.
• Never use electric green as the dominant color in any design, communication, background, merchandise or event decor.
• At the time of publishing this version of the Brand Guidelines <v2.0, 1.2020> secondary colors are not yet part of the guidelines.
• Once adoption of the new brand is more widespread, a secondary color palette will be developed and adopted.
• Part of the decision to not adopt additional colors was for consistency and audience understanding of our new brand. In order to ensure that our brand is established, please refrain from introducing additional colors in your agency communications.
• These elbow paths can be used as a decorative corner element on a page or photo.
• When used onjlat backgrounds the path can be set in any of our brand colors.
• A path could have multiple elbows, but we recommend not doing more than two elbows per path. Just like the corner elements, this path must bleed off the edge of the design.
• The arrow is a small but functional part of our system. It should be used minimally as a graphic accent. It should only point up or forward.
• These frames are an easy way to add layers to any design with photos. Be cautious to avoid a busy layout when applying frames.
• Single Stroke Frame: For use by a graphic designer only.
• Triple Stroke Frame: For use by a graphic designer only.
• To further amplify our story, we have cropped out portions of the logo to create a pattern called the patchwork. This pattern mimics an overhead view of cities, towns, and even farmland to emphasize our reach. The variations in shape and size emphasize the diversity of our organization.
• This pattern can be separated into a single line, single color, and even single components as shown below. The pattern and its components should be used sparingly to create purpose-driven layouts that are not overcomplicated.
• This pattern has the capability to separate into single line, single color, and even single components as shown below. As always, using this pattern and separating the components should be used with great care to create purpose-driven layouts that are not overcomplicated.

Iconography

• We have developed the logo on a geometric grid to ensure proper weight and balance that looks great m all sizes. This grid has also informed the proportions for everything around the icon. All logo assets will follow this grid system.
• The success of our new logo relies on the consistency with which it is used. The provided vector art is perfectly geometric, and maintaining this accuracy is essential. These X and Y widths will always be scalable to the logo, no matter what size it is. Please do not adjust spacmg.
• To maintain consistency and ease in• i this transition, all agency logos will be provided. Yous sh o uldnot create your own.
• Minimum size To preserve legibility, 2522°* this logo should never be displayed smaller than .66 of an inch Big Sisters. tall or 150px tall. For smaller placement, refer to the secondary logos on page 27.
• The standalone should never be displayed smaller than .25 of an inch tall or 50px tall.
• Use this predetermined border shape for the icon.
• Note: Currently only approved for enamel pins. (9/1/18)
• Program logos must only have one accent color just like our logo. This allows for the primary mark and the program logo to work together.
• The Capital within the circle must be kept as black or white.
• The circle itself can be changed to any of the primary colors outlined on page 37.
• Do not stretch or distort the logo in anyway.
• Do not use the Big Sisters logo on an angle.
• Do not use the logo in all green.
• Do not use any unapproved Big Sisters colors of the logo.
• Do not rearrange the logo in any way. Use the predetermined
• Do not use any unapproved colors of the logo OF AMERICA on subtext.
• Do not attempt to create other letters in the capital style.
• Do not place the logo over faces in photography.
• Do not right align the logo to a document.
• Never use electric green as the dominant color in any design, communication, background, merchandise or event decor.

Layout And Composition

• The overall layout should be balanced and professional, emphasizing the organization’s branding and identity.
• To the right of the emblem, the text ‘Big Brothers Big Sisters’ should be clearly visible in a clean, sans-serif font, with ‘Big Brothers’ positioned above ‘Big Sisters,’ both aligned to the right of the emblem.
• The overall layout emphasizes the person’s torso and the textual information, with a dark backdrop contrasting the green text and grayscale image.
• This grid has also informed the proportions for everything around the icon. All logo assets will follow this grid system.
• These X and Y widths will always be scalable to the logo, no matter what size it is. Please do not adjust spacmg.
• To maintain consistency and ease in• i this transition, all agency logos will be provided. Yous sh o uldnot create your own.
• Do left align the lockup to the art.
• Do switch out for a secondary lockup to adjust for the context.
• Do not stretch or distort the logo in anyway.
• Do not use the Big Sisters logo on an angle.
• Do not use the logo in all green.
• Do not use any unapproved colors of the logo.
• Do not rearrange the logo in any way. Use the predetermined
• Do not use any unapproved colors of the logo OF AMERICA on subtext.
• Do not attempt to create other letters in the capital style.
• Do not place the logo over faces in photography.
• Do not right align the logo to a document.
• Consistency and adherence to our guidelines across all agencies enables our mission to be recognizable, understood, and emboldened. To do so, the use of the brand elements as outlined is imperative.
• When all agencies adhere to these standards and use these brand elements, our message is stronger and has a broader reach.
• Hierarchy is the goal. Typographic hierarchy is how our audiences know what to read and in what order. While not required, these treatments can add visual interest and direction to communications that require long form copy.
• Steelfish Bold may be used in all caps and spaced slightly as a small callout for paragraph headers in long form copy. This treatment should be utilized where there 1-2 paragraph headers.
• The green stylistic element is created by placing an electric green rectangle behind the text. It is important that the rectangle not match the height of the copy.
• Do not just “highlight” the text with the electric green.
• This paragraph header treatment is recommended when there is minimal text utilizing Steelfish.
• Zilla Slab Bold may be used in all caps as a paragraph header in long form copy where there are multiple paragraphs. When set in all caps Zilla Slab should be set to a point size smaller than the body copy. Doing so will provide hierarchy while still adding the visual guidance required.
• This paragraph header treatment is recommended when paired with headline treatments utilizing Steelfish.
• Changing the color of this paragraph header treatment is not recommended.
• Mark it in Green. As previously noted, Steelfish should be used in all capital letters as a headline. When the message features powerful language punctuated by a single word, electric green may be used to accentuate that word.
• To further punctuate headlines, the outlined version of Steelfish may be used as well. This execution should be used with great care as legibility and comprehension are the cornerstones of our communications.
• Headlines and longer messages should overlap photography. Take care to avoid obscuring the subject of the photograph.
• Verticality in type treatments can further emphasize the personal trajectory of our audiences. When our messages visually rise, it can convey an upward or positive change. This treatment should only be used when the message speaks to this trajectory or the layout is limited horizontally.
• Our approach to color uses a black and white foundation accentuated by electric green. When used properly, a color palette that is mostly black and white will create an elegant design that is simple to manage.
• Never use electric green as the dominant color in any design, communication, background, merchandise or event decor.
• Please refrain from introducing additional colors in your agency communications.
• These elbow paths can be used as a decorative corner element on a page or photo.
• When used onjlat backgrounds the path can be set in any of our brand colors.
• A path could have multiple elbows, but we recommend not doing more than two elbows per path. Just like the corner elements, this path must bleed off the edge of the design.
• The arrow is a small but functional part of our system. It should be used minimally as a graphic accent. It should only point up or forward.
• These frames are an easy way to add layers to any design with photos. Be cautious to avoid a busy layout when applying frames.
• This pattern can be separated into a single line, single color, and even single components as shown below. The pattern and its components should be used sparingly to create purpose-driven layouts that are not overcomplicated.
• This pattern has the capability to separate into single line, single color, and even single components as shown below. As always, using this pattern and separating the components should be used with great care to create purpose-driven layouts that are not overcomplicated.

Brand Architecture

• Brand architecture is how an organization structures all of its internal entities.
• It is important for any brand with lots of moving parts to have a visible and organized structure to create clarity both internally and to outside audiences.
• Some of our programs and events benefit from having a national equity. We recommend these follow the brand guidelines as much as possible.
• Certain events and partnerships may have more equity in pre-existing branding or the partner’s branding. These are not required to follow strict brand guidelines.
• Using the fonts outlined on page 33 and colors outlined on page 37, we can create unique logos that fit with our primary brand look and feel.
• Program logos must only have one accent color just like our logo. This allows for the primary mark and the program logo to work together.
• This specific background color blend is designated for this use case. Please do not create these marks. Instead, contact the National Office so that they can be distributed to all agencies.
• To call out important anniversaries, use this simple banner graphic that is aligned with the line work in the Capital. Please only use this with the stacked logo lockup of the agency that is celebrating the anniversary.
• The circle bug is a simple device which allow for more customization in special situations. The Capital within the circle must be kept as black or white.
• The circle itself can be changed to any of the primary colors outlined on page 37.
• When adding the logo bug to your artwork, think about the appearance of our full name, location, context, and how the message is that will not interfere with the overall event artwork/ color palette.

Social Media Guidelines

• Our Capital takes center stage on all profile images. The primary image will be the original logo.
• All agencies with social media of the Capital for their pro.file image. This is to ensure brand consistency within our collective social media presence.
• The provided template will serve as our brand rollout cover image for all agencies. The design will allow for the full logo to be present at the top of each social may also upload their own photography to be used within this template.
• Best Practices • Always use a visual in your posts • When in doubt, keep it short • You are talking as our brand, not yourself • Respond promptly and professionally to messages
• Facebook • Shoot for no more than 80 words • Hashtags are not huge on Facebook, so limit yourself to 1-2
• Twitter • Short and sweet! 120-130 characters is your goal • Use a URL shortener like TinyURL or Bitly when sharing links • Space is limited, so stick to 1-2 hashtags at the end of your post
• Instagram • Break up longer captions by splitting into paragraphs • Emojis fit the lighthearted nature of Instagram, but do not go overboard • Add hashtags (up to 30!) as a comment on your post to keep things clean
• Hashtags To build momentum around our hashtags, it is important that we are using them consistently across the organization. National: #BigBrothersBigSisters Local: #BBBSNYC, #BBBSChicago, etc. Campaign: #DefendingPotential Recruitment: #BiggerTogether
• Watchouts Slang: Use slang and “internet speak” with extreme caution. Many of these phrases and terms (like “yassss” or “ratchet”) carry cultural weight. Using them with inauthenticity can be insensitive at best, offensive at worst. Trending Hashtags: Do not jump on a hashtag bandwagon without fully understand the origins of the hashtag. What is the intent? Is it a conversation we should be involved in?
• All of the language guidelines provided apply to social media, but because social media allows for immediate back-and-forth communication with our audiences, there are additional considerations to keep in mind.
• Remember Common Courtesy As in real life, if someone pays you a compliment (“I love you guys! Thanks for your great work!”), say thank you! A simple “Thanks, Carlos!” does the trick. If you know the person commenting (maybe they’re a longtime donor and great supporter), you can get a bit more personal, or even reply back with a “We couldn’t do it without you, Mary!”
• Casual but Credible Social media is a casual platform. Match our Defenders of Potential tone to the platform, but remember you’re communicating on behalf of the organization. Be responsible and respectful.
• Don’t Fuel Haters If someone posts genuine feedback in the form of critique, thank them and take the conversation offline: “Thanks so much Karen for your thoughts. We’ll send you a message to discuss further.” Then, send a message to the individual, if needed.
• Duo-Tone Similar to our greyscale, but with a little more style. Use this only in secondary brand elements, such as social media or ad campaigns.

Digital Guidelines

• Digital media was a big part of unleashing our biggest possible future. While we are on a constant learning curve with the digital realm, the guidelines that follow seek to simplify and align our organization throughout our digital communications.
• Web Safe Typography Some web platforms, such as email, still do not allow for web fonts. In these cases please use our fallback fonts which are websafe.
• TREBUCHET MS SET IN BOLD & ALL CAPS FOR HEADERS Set in regular, sentence case for additional information.
• Georgia Set in regular for body copy Links get underlined Bold & italics can also be used For certain platforms that do not support these styles, the standard style application preset in those
• Note: For additional information on Web Safe Typography, see page 34.
• Email Signature In the digital world we live in, having a consistent email signature is as important as having an official letterhead. All offices must follow the lockup for their email signature.
• Note: The email signature only features Trebuchet MS, in bold and regular, for all text.
• Email Template It’s important to have as much consistency as possible in emails across all agencies despite using different email platforms.
• Profile Image Our Capital takes center stage on all profile images. The primary image will be the original logo. All agencies with social media of the Capital for their pro.file image. This is to ensure brand consistency within our collective social media presence.
• Cover Image Template The provided template will serve as our brand rollout cover image for all agencies. The design will allow for the full logo to be present at the top of each social may also upload their own photography to be used within this template.
• Best Practices • Always use a visual in your posts • When in doubt, keep it short • You are talking as our brand, not yourself • Respond promptly and professionally to messages
• Facebook • Shoot for no more than 80 words • Hashtags are not huge on Facebook, so limit yourself to 1-2
• Twitter • Short and sweet! 120-130 characters is your goal • Use a URL shortener like TinyURL or Bitly when sharing links • Space is limited, so stick to 1-2 hashtags at the end of your post
• Instagram • Break up longer captions by splitting into paragraphs • Emojis fit the lighthearted nature of Instagram, but do not go overboard • Add hashtags (up to 30!) as a comment on your post to keep things clean
• Hashtags To build momentum around our hashtags, it is important that we are using them consistently across the organization. National: #BigBrothersBigSisters Local: #BBBSNYC, #BBBSChicago, etc. Campaign: #DefendingPotential Recruitment: #BiggerTogether
• Watchouts Slang: Use slang and “internet speak” with extreme caution. Many of these phrases and terms (like “yassss” or “ratchet”) carry cultural weight. Using them with inauthenticity can be insensitive at best, offensive at worst. Trending Hashtags: Do not jump on a hashtag bandwagon without fully understand the origins of the hashtag. What is the intent? Is it a conversation we should be involved in?
• All of the language guidelines provided apply to social media, but because social media allows for immediate back-and-forth communication with our audiences, there are additional considerations to keep in mind.
• Remember Common Courtesy As in real life, if someone pays you a compliment (“I love you guys! Thanks for your great work!”), say thank you! A simple “Thanks, Carlos!” does the trick. If you know the person commenting (maybe they’re a longtime donor and great supporter), you can get a bit more personal, or even reply back with a “We couldn’t do it without you, Mary!”
• Casual but Credible Social media is a casual platform. Match our Defenders of Potential tone to the platform, but remember you’re communicating on behalf of the organization. Be responsible and respectful.
• Don’t Fuel Haters If someone posts genuine feedback in the form of critique, thank them and take the conversation offline: “Thanks so much Karen for your thoughts. We’ll send you a message to discuss further.” Then, send a message to the individual, if needed.

Print Guidelines

• To preserve legibility, this logo should never be displayed smaller than .66 of an inch tall or 150px tall. For smaller placement, refer to the secondary logos on page 27.
• Minimum size This logo should never be displayed smaller than .33 of an inch tall or 75px tall.
• Minimum size The standalone should never be displayed smaller than .25 of an inch tall or 50px tall.
• When printing the logo on white, always use the black & green logo in CMYK or Pantone. In this version, the subtext will go to black for readability. Avoid use in digital platforms.
• One Color These options are provided for when there are printing limitations, contrast issues or partnerships when the logo may appear with non-brand colors/logos. If a partner is in need of a logo where we are unable to influence placement, please provide these one-color versions.
• [ CMYK ] 0 0 0 100
• [ HEX ] #000000
• [ CMYK ] 68 0 60 0
• [ HEX ] #00FC87
• [ PANTONE ] 7479 C/U
• When producing any kind of project that requires a professional manufacturer or printer, use a Pantone color match. Pantone is a standardized color system used by various industries.
• When using a standard printing method such as laser, ink-jet, or offset, we recommend CMYK, or Cyan Magenta Yellow Black, which is a color space designed for modern digital printers. This should not be used on digital executions like social media, emails, etc. If you are using electric green for digital, please use the RGB or Hex version.
• To expand our color system, we’ve added shades of gray to allow more flexibility in the brand. Below are the approved tints for both print and digital use.
• [ CMYK ] 8 5 7 16
• [ HEX ] #C8C9C7
• [ CMYK ] 20 14 12 40
• [ HEX ] #97999B
• [ PANTONE ] COOL GRAY 3C
• [ PANTONE ] COOL GRAY 7C
• Gray should only be used as color fields, photo overlays and to add variance in font color. Brand elements should not be altered to include gray.
• Our approach to color uses a black and white foundation accentuated by electric green. When used properly, a color palette that is mostly black and white will create an elegant design that is simple to manage. This will also provide a lot of flexibility for low-cost printing at the local level.
• Never use electric green as the dominant color in any design, communication, background, merchandise or event decor.

Photography Style

• Photography is another way we share who we are and what we do with the world. Our photography must clearly communicate our mission and align with our Red Thread: Together, We Are Defenders of Potential. We created the following guidelines for using and creating photography.
• Overall, photography must amplify our mission, values, and Red Thread. Provided here are recommendations for photo creation. Preferred usage is highly dependent on the communication, delivery system, and overall design. For maximum impact, use a single image. When multiple images are needed, use one consistent style and pay great attention to hierarchy.
• Tips for capturing images on an iPhone or other digital device include: - Make sure resolution is at the highest setting - TIFF format is preferred but JPG works well - Enable the grid overlay to ensure visual balance
• Professional photographers make a point to take more photos of the same subject than are needed. Afterwards, they review lots of options and will make “selects”. Taking multiple pictures ensures a large amount of options to choose from.
• Using natural light is the preferred way to light our subjects. Artificial light can sometimes be ”colder” and may even feel harsh. Natural is often softer and it’s free!
• The best times to utilize natural light are during what photographers refer to as “the golden hour”, the hour or so after sunrise and before sunset.
• Utilizing the grid on your camera by default enables a 9-square grid. The inside grid points (where the lines intersect) are often considered focal points. Try to align important parts of the photos on these points.
• Always be conscience of what is going in the background or negative space of your image. Can some elements be out of focus? Is there anything that is distracting? Is the background too busy? There are many elements to consider.
• When in doubt, ensure that your subject is the focal point and minimize the visual clutter in the background.
• To increase understanding and maintain visual unity, focus on contrast as a key element of good photography/treatment.
• Ensuring contrast in our photo assets requires testing and experimentation with photo settings to accurately capture people of varying skin tones.
• We must showcase our people from a broad spectrum of age, gender, gender nonconforming and ethnicities to accurately tell our stories. Authentic and inclusive representation is an important part of our Diversity and Inclusion initiatives.
• Representing potential in our Littles is a big part of the brand. A dreamy look can create a sense of wonder, representing how Littles see their own potential. We recommend shooting in natural lighting or from a single light source to create clean shadows. Subjects should always be facing toward the right.
• To depict our Bigs and Littles with quiet confidence, we recommend straight-on, unposed images. Mood should not be too serious, yet subject should not be laughing or covering their face.
• Our brand is all about the experiences Bigs and Littles share. We capture these interactions in a more candid style. These scenes should not look staged, so never have subjects face the camera. We recommend natural lighting, no studio lighting.
• We achieve this by using techniques like shooting in lower depths of field to show Littles in focus with their Bigs slightly out of focus behind them. Subjects must both be facing the camera.
• Straight-on images with relaxed subjects is the goal. The relationship between the two should be felt but not overly obvious or intentional. The background should be simple and not conflict with the subjects.
• Eyes can be very powerful images that allow audiences to see the deep humanity of our brand. We recommend shooting in natural lighting or from a single light source to create clean shadows.
• You may keep photography that is professionally produced unfiltered and in full-color so long as it follows our photography guidelines.
• Not all of our photos can be professionally produced, and that is okay. To achieve consistency, a simple greyscale is all we need to make just about any photo look consistent.
• To create your own duotone images, visit duotone.shapefactory.co Use the hex codes listed below to change the two colors. Once the colors are set, you can upload the photo of your choosing and the site will automatically generate a duotone photo for download.

Naming Conventions

• Bigs Title for mentors, always capitalized.
• Big Brothers Big Sisters Always written out on first usage, then BBBS . Other approved usage of ‘BBBS’ is when listing multiple agencies.
• Never “Big Brothers,” “Big Sisters”, individually, Big Brothers/Big Sisters; Big Brothers and Big Sisters; Big Brothers & Big Sisters; Big Brothers, Big Sisters
• Defenders Characterization of every person involved with our organization: Bigs, Littles, guardians, volunteers, donors and staff. Capitalize.
• Littles Title for mentees, always capitalized. “Littles” can feel too young for older age groups, so use cautiously.

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