the brand in action
the brand in action
Embedded Files
In This Section: Business Cards | Letterhead | Envelopes | Sample PowerPoint Template | Sample Brochures | Sample Event Invitation | Sample Social Media Visuals | Merchandising | Advertising | Additional Resources
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the brand in action
the brand in action
When the Make-A-Wish brand meets real life, it is powerful. That's why it's so important that we remain consistent and adhere to our Global Brand Identity Standards. In the following sections, you will find various pieces that comprise our Global Brand Identity Standards. Consider these sections as definitive and remain aligned with these standards in all that you do.
business cards
business cards
Overall Specs: 85mm × 55mm size, 5mm margins.
Make-A-Wish® Logotype: Affiliate or chapter logo should be used. 60mm wide. Center aligned, top of logo placed 17mm from top edge. Prints 100% Pantone 2935 C. All text on back should be reversed out white on a flood of 100% Pantone 2935 C.
Name: Lato Black, 12pt/14pt.
Title: Lato Italic, 7pt/12pt.
Email: Lato Black, 8pt/12pt.
Address: Lato Regular, 8pt/12pt.
Website: Lato Black, 8pt/12pt.
Contact Numbers: Lato Regular, 8pt/12pt. Lead in Characters (“D” for Direct, “T” for Telephone, “M” for Mobile, “F” for Fax and “TF” for Toll-free): Lato Bold, 8pt/12pt.
Star: Prints 90% Pantone 2935 C.
Multilingual: Cards use same layout (full color blue) on front and back, English on front, additional language on back.
Note: Type of contact and information may vary.
letterhead
letterhead
Overall Specs: 210mm × 297mm trim size, 10mm margins, 9 columns with 6.25mm gutters.
Make-A-Wish® Logotype: Affiliate or chapter logo should be used. 60mm wide. Aligned to top left margin. Prints 100% Pantone 2935 U.
Address: Lato Regular, 8pt/12pt. Aligned to bottom left margin. Prints 100% Pantone 2935 U.
Contact Numbers: Lato Regular, 8pt/12pt. Lead in Characters (“T” for Telephone, “F” for Fax, and “TF” for Toll Free): Lato Bold, 8pt/12pt. Aligned to bottom margin. Prints 100% Pantone 2935 U.
Star: Prints 10% Pantone 2935 U.
Website: Lato Black, 8pt/12pt. Aligned to bottom right margin. Prints 100% Pantone 2935 U.
Note: Type of contact and information may vary.
envelopes
envelopes
Overall Specs: Standard DL envelope with 40mm square flap; 10mm margins.
Make-A-Wish® Logotype: Affiliate or chapter logo should be used. 60mm wide. Aligned to top left margin. Prints 100% Pantone 2935 U.
Address: Lato Regular, 8pt/12pt. Aligned to left margin, placed 10mm from top edge. Prints 100% Pantone 2935 U.
Website: Lato Black, 8pt/12pt. Aligned to right margin with baseline of first address line on back flap. Prints 100% Pantone 2935 U.
Star (Optional on back flap): Prints 10% Pantone 2935 U.
Interior (Optional): Flood of 100% Pantone 2935 U with 5mm margins.
sample powerpoint template
sample powerpoint template
When presenting for Make-A-Wish, only the approved PowerPoint templates should be used. A 16:9 widescreen ratio is preferred, however, a standard 4:3 template is also available.
When presenting for Make-A-Wish, only the approved PowerPoint templates should be used. A 16:9 widescreen ratio is preferred, however, a standard 4:3 template is also available.
The following guidelines outline various styles found within this template.
Headline: Droid Serif Regular, 40pt (48pt in 4:3), single spaced in Make-A-Wish Blue. Left aligned to top left margin.
Subheading: Lato Black, 20pt (24pt in 4:3), single spaced in Make-A-Wish Teal. 12pt of space should be left after each paragraph.
Body Copy: Lato Regular, 20pt (24pt in 4:3), single spaced in Make-A-Wish Dark Gray. 12pt of space should be left after each paragraph.
Bulleted/Numbered Lists: Indented 6.35mm with Make-A-Wish Blue bullet/number. Each list item should have 6pt of space after it.
Note: Using the star is optional for some locations.
Note: Using the star is optional for some locations.
sample brochures
sample brochures
For printed materials such as brochures, a strong focal point (either a photo or typography) is recommended to make the biggest visual impact. This allows information (such as our logo) to be easily recognized.
sample event invitation
sample event invitation
Make-A-Wish events are another opportunity to invite others into the mission of our organization. It’s important that pieces associated with these events maintain the professionalism, consistency and emotion of our brand. As with other pieces of collateral, we recommend that invitations feature the Make-A-Wish Blue prominently, and that information is presented in a clear, concise and brand-appropriate manner.
sample social media visuals
sample social media visuals
The preferred Make-A-Wish social avatar uses a crop of the swirl (centered on the star), reversed out of a blue background. The only other approved avatar is the primary Make-A-Wish primary logo (no affiliate or chapter identifier) reversed out of a blue background (the use of this option should be limited, but was created for specific affiliate needs).
Covers and sharing images may feature different photos and messaging. If using photos of a child, a wish identifier should be used.
Note: When possible, include your affiliate or chapter logo on social media cover photos.
merchandising
merchandising
The promotional items we choose are a physical representation of our brand, so be sure to choose quality items that enhance the perception of our mission.
When ordering products, stick as closely to our Make-A-Wish brand colors as possible (even when it is not possible to specify the color of the product). As stated in our color guidelines, Make-A-Wish blue should be the predominant color used in all merchandising items.
While it is tempting to fill every inch of your collateral with images or information, this may result in over-saturation. A design that is too busy will distract from the important things like our logo, call to action or the mission. Keep it as simple and clear as possible.
Make-A-Wish does not have an official mascot and we do not encourage the creation or use of one.
advertising
advertising
For advertising, be sure to focus on positive concepts and emotions. Messaging should be short and concise. Use powerful imagery to tell a compelling story.
additional resources
additional resources
Family Postcard Handout Template
Medical Referral Card Template
Press Release and Boilerplate Templates
Photo/Video Resources
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