Make-A-Wish® Brand Identity Standards

Make-A-Wish

Brand Identity Standards

Elijah, 3

neuroblastoma

I wish to go out on the range

CONTENTS

THE MAKE-A-WISH

BRAND

MISSION, VISION AND VALUES

VISUAL IDENTITY ELEMENTS

LOGOS

CLEAR SPACE & MINIMUM SIZE

CO-BRANDED LOGOS

LOGO USAGE

TYPOGRAPHY

COLORS

WISH KID IDENTIFIER

SPONSOR CO-BRANDING

BENEFICIARY

THE MAKE-A-WISH

BRAND

THE MAKE-A-WISH BRAND

Our brand includes our own set of beliefs. We believe:

• when each wish comes true, it empowers the child, strengthens the family and

enriches the community.

• a wish experience carries lifelong beneﬁts to every wish child and family.

• we must grant the highest quality wish possible every time.

• we must reach every eligible child with a wish come true.

• each wish we grant has the power to move in concert with medical care and

strengthen every child we serve.

• each wish exudes the life-afﬁrming, hope-giving, joyful essence of our mission.

MISSION, VISION AND VALUES OVERVIEW

Our mission, vision and values form the cultural foundation

of our brand.

MISSION: Why Make-A-Wish exists – to grant the wishes of children with

life-threatening medical conditions to enrich the human experience with hope, strength

and joy;

VISION: What Make-A-Wish aims to achieve – make every eligible child’s wish

come true;

VALUES: How we create culture and make business decisions – with integrity, by

focusing on wish children, striving toward excellence, fostering community and following

our inspiration.

MISSION

The global Make-A-Wish mission statement is:

We grant the wishes of children with life-threatening

medical conditions to enrich the human experience with

hope, strength and joy.

Acceptable expressions of this mission statement include:

• Make-A-Wish grants the wishes of children with life-threatening

medical conditions to enrich the human experience with hope, strength and joy.

• Our mission is to grant the wishes of children with life-threatening medical conditions

to enrich the human experience with hope, strength and joy.

VISUAL IDENTITY ELEMENTS

For use on all communications. As the primary graphic identity for Make-A-Wish, the

primary logo must appear on all communications.

Never manipulate the logo in any way. This rule includes, but is not restricted to, color,

type, rules, surrounding boxes, shadows, outlines and embellishments. Do not replicate

the logotype as a solid pattern. Do not use the logotype as a watermark. Always include

the registered trademark symbol (®) as shown.

Treat the logo as artwork, not as typography. The primary logo is our single most impor-

tant visual element and should be treated as a graphic icon.

PRIMARY LOGO

SECONDARY LOGO

For use only on applications where the layout space is limited. As the secondary

graphic identity for Make-A-Wish, the secondary logo should only appear on

promotional products and online where the primary logo will not ﬁt.

Never manipulate the logo in any way. This rule includes, but is not restricted to,

color, type, rules, surrounding boxes, shadows, outlines and embellishments. Do not

replicate the logotype as a solid pattern. Do not use the logotype as a watermark.

Always include the registered trademark symbol (®) as shown.

Treat the logo as artwork, not as typography. The secondary logo is a visual element and

should be treated as a graphic icon.

CLEAR SPACE & MINIMUM SIZE

Clear Space

Keep the area around the Make-A-Wish logotype clear of all type, photos, illustrations or

other graphic elements. These elements should not be placed closer to the logotype than

the clear space area shown here. Whenever possible, use more than the recommended

clear space. The logotype should always appear on a clear and uncluttered layout.

Minimum Size

The logotype may not appear smaller than the minimum size shown here, except on

certain merchandising items such as pens and online spaces where the area is very small.

Always check the logotype while it is being printed for quality and legibility. See online

section for special online instructions.

1.5” (38mm)

1.0” (25.5mm)

1.5” (38mm)

1.0” (25.5mm)

Co-Branded Logos

When co-branding with another logo, the Make-A-Wish logo should be of equal visual

height. Do not create custom logos for individual Make-A-Wish programs, departments or

initiatives. Whenever possible, use more than the recommended clear space. Please use

a rule centered between logos when set side-by-side.

ABC

COMPANY

LOGO USAGE

SWIRL-AND-STAR ELEMENT

The swirl-and-star element of our logo is not to be used on its own under any circumstanc-

es, nor are any parts of that design to be used, such as the six-point star. It violates every

best practice of use for corporate identities. Its appearance outside our logo only serves

to weaken our master mark.

Make-A-Wish

America

4742 North 24th Street, Suite 400

Phoenix, AZ 85016

800-722-WISH

602-279-0855 fax

wish.org

BACKGROUNDS

The Make-A-Wish logotype should always appear on a clear and uncluttered layout. It

may not be placed on a patterned or complex background. The logotype can be placed

against a photographic background. Make sure the area behind the logotype is not too

busy and provides sufﬁcient contrast.

The Make-A-Wish Foundation

grants the wishes of children with life-threatening

medical conditions to enrich the human experience with hope, strength and joy.

For more information on how you can share the power of a wish

, visit us at wish.org.

Photos and videos from her parents’ honeymoon in Maui inspired Julia. She turned her bedroom into

her very own slice of Polynesia. She dreamed of visiting Hawaii herself. Her diagnosis with leukemia

dimmed the possibilities of a visit to the places in the family photo album.

In just one day, that changes. Julia meets her Make-A-Wish

volunteers. They give her a reason to hope

– and the chance to wish for something impossible.

Julia chooses Hawaii … with her brother and her parents. She watches whales. She goes to a luau.

She walks on the soft sand and feels the warm waves. And now, the images and memories are her

own and so is the conﬁdence to believe in her future.

Julia, 6 leukemia

I wish to go to Hawaii

TYPOGRAPHY

Make-A-Wish type fonts are the Futura Std font family and Century Schoolbook. These

are the only two acceptable fonts for formal graphic design. Futura is not a font that

is installed on many ofﬁce computers. In this case, Century Gothic may be used as a

substitue for Futura.

CORPORATE COLORS

Make-A-Wish Blue

Make-A-Wish Blue is our primary brand color. Consistent use of our colors will create a

strong brand look on all Make-A-Wish communications. Make-A-Wish Blue

(Pantone 2935CP) is our primary color and should be used whenever possible.

Make-A-Wish Gray

Make-A-Wish Gray (Cool Gray 9) is our secondary brand color used to add a level of

professionalism to the brand. This gray can be used in many different shades, so it is

very versatile.

Black & White

Black and white are inherent parts of any color palette. Black may be used instead of

Make-A-Wish Gray on communications with restricted production requirements such as

one-color and two-color printing.

PANTONE: 2935CP (for print)*

CMYK: 100, 52, 0, 0 (print)*

RGB: 0, 107, 182 (screen)

Hexachrome: #006BB6 (web)

PANTONE: Cool Gray 9

CMYK: 29, 23, 16, 51

RGB: 116, 118, 120

Hexachrome: #747678

ACCEPTABLE LOGO COLOR TREATMENTS

Color treatments for Make-A-Wish logos

Pantone 2935 on white, off-white, or a light-colored background that provides

sufﬁcient contrast.

White reversed out of solid Pantone 2935 background.

Black on white, off-white, or any light-colored background that provides sufﬁcient contrast.

White reversed out of black or any dark background that provides sufﬁcient contrast.

WISH KID IDENTIFIERS

When putting an identiﬁer on photos they should be in the following format. Please make

sure the font size is greater than 6 pt for the smallest font or condition.

Name, age (bold, largest font size)

condition (lowercase unless its a proper noun, i.e. Hodgkin lymphoma, 2 font sizes smaller)

I wish to (1 font size larger than condition)

SPONSOR CO-BRANDING

When using the MAW branding, please ensure the following:

• Our name is correctly spelled, punctuated and trademarked.

• Our logo is displayed correctly, in our approved colors only, and the collateral

avoids dominant use of pink or other off-brand colors, unless it is the corporation’s

corporate color.

• Our logo – in whole or in part – is not incorporated into any other logo treatment,

including an event logo.

• Language describing Make-A-Wish is accurate, including our mission and/or vision

when they are mentioned.

• Images depicting wish children should be actual wish children, identiﬁed by ﬁrst name,

age, medical condition and wish.

• Do not allow for the use of words that improperly describe our mission, like using

“dream” or “fantasy” instead of “wish.”

• Avoid the use of angel imagery, which could connote children who have died.

• All required disclosure language is in proper order.

MAKE-A-WISH AS BENEFICIARY

When communicating that Make-A-Wish is beneﬁting from a promotion, sponsorship or

other business opportunity, the chapter speciﬁc logo may be used as a listing only,

underneath a heading like “Proud Sponsor of” or “Beneﬁting.”

A Make-A-Wish logo should never replace the name in a sentence.



CORRECT: This event will beneﬁt Make-A-Wish

CORRECT: Beneting

INCORRECT: This special event will benet

Make-A-Wish

America

4742 N. 24th St., Suite 400, Phoenix, AZ 85016

(800) 722-WISH (phone) (602) 279-0855 (fax)

wish.org