Brand Guidelines08b765e015adcc602424-c7863c5093b7790912511b8fb677581a.r42...comes together across...

January 2013

Brand Guidelines

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CONTENTS

INTRODUCTION

OUR STORY One VoiceOur MissionAbout UsWhat We Mean by “Injury”Why We Work Together to Do What We DoOur Tone

OUR LOGO

Foundations of the New LogoClear Space and Minimum SizeLogo MisuseLogo Lockup: Coalitions and Member CountriesOur Logo Next to Other Logos

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6

7778

89

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111213

1415

COLLATERAL

Stationery and Business CardReportBrochureGiveaways

STYLE GUIDE

RESOURCES

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31323335

36

43

VISUAL ELEMENTS

Color PaletteOur Paint BoxLogo Elements: Introducing D-consLogo Elements: Main D-consLogo Elements: Suite of D-consTypographyImage StyleLogo Use on Different BackgroundsLogo on ImageryHow to Apply: OverviewVisual System: Overview

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1920212223

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INTRODUCTION

We’re excited to present our new logo and brand identity system.

This document includes ways to talk about Safe Kids, the visual elements of the new system, the governing rules for its use, examples of how it comes together across sample applications and a style guide to help us keep writing styles consistent.

These guidelines are designed to help build and protect our brand, and enable us to maintain a unified Safe Kids expression.

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OUR STORY

7

TALKING ABOUT SAFE KIDS

Our MissionPrevent childhood injury.

About UsWhen a child dies or is seriously injured, the lives of families and entire communities are changed forever. Around the world, a child dies from an unintentional injury every 30 seconds. Millions of other children are injured in ways that can affect them for a lifetime.

But these injuries don’t have to happen. The important thing to remember about preventable injuries is that they’re preventable. They often occur in predictable ways and can be completely

One VoiceIt’s important to be consistent when communicating about Safe Kids. Here are a few messages that can help with

avoided with the right education, awareness and planning.

Safe Kids Worldwide works with an extensive network of more than 600 coalitions in the United States and with partners in 23 countries around the world to reduce traffic injuries, drownings, falls, burns, poisonings and more. Since 1988 when Safe Kids was founded by Children’s National Medical Center with support from Johnson & Johnson, there has been a 53 percent

decrease in the unintentional injury rate among children 19 years and younger.

But losing one child is one too many, and we don’t want any parent to have to endure the loss of a child. That’s why we’re calling on everyone to come together, so we can ensure that all children around the world have the chance to grow up healthy and safe, and do all the great things kids were meant to do.

everything from copy for a website to an elevator speech.

8 BRAND GUIDELINES

What We Mean by “Injury”When we talk about preventing injuries, we’re not talking about skinned knees, bruised shins and scraped elbows. Those are the telltale signs of a curious child, exploring the world, pushing limits and seeking adventure.

Why We Work Together to Do What We DoWe work through coalitions and partners, brought together by a love for children and a commitment to do everything we can so children can grow up to do everything they can.

We are brought together by shared heartbreak when children suffer or are lost due to an injury that could have been prevented.

We are brought together by virtue of our calling: fire fighters and police who

But there are simple safety precautions parents and kids can take to ensure that those bumps and bruises don’t turn into more disabling injuries and deaths. The vast number of injuries are preventable, and they happen far too often.

are first on site to see tragedies; nurses and doctors who do everything they can to heal and save; public health professionals, researchers and educators who work to understand what is harming our children and what we can do to prevent it; government agencies committed to making a difference; corporate partners willing to invest in solutions; parents and caregivers, doing their best each day to protect their children; concerned citizens committed

to keeping all kids safe, especially children who can’t afford protective gear, don’t have safe sidewalks or don’t have informed parents.

This dedication to protect children brings us together. Safe Kids Worldwide is not any one aspect of this powerful coalition of compassion; rather it is the connecting source. Safe Kids is both our name and our unifying vision.

Around the world, a child dies from an unintentional injury every 30 seconds.


9BRAND GUIDELINES

Our TonePart of the rebranding for Safe Kids is altering the tone we take when communicating with parents and caregivers. At our core, we are a safety organization and we need to be steadfast in communicating accurate information that will save lives. It’s

equally important to present this information in a way that will resonate with parents and change behavior.

We want parents and caregivers to know that we understand raising kids is a tough job. We’re not here to lecture or blame if something goes wrong. Instead,

Some ExamplesInstead of:

Remove pillows, loose sheets or blankets, stuffed toys, crib bumpers, sleep positioners and other soft bedding products before putting babies to sleep.

Try:

We know that stuffed animals, bumpers and all those cute accessories make a baby’s crib seem warm and cozy. Unfortunately, they can often do more harm than good. Soft bedding can block a baby’s airway during sleep. A firm mattress covered with a tight-fitting crib sheet is all you need.

Instead of:

Never leave your child unattended in a tub or around any other body of water, even if he or she knows how to swim.

Try:

Never leave your child unattended around water. We know it sounds harsh but there is no room for compromise on this one. Babies can drown in as little as one inch of water.

Instead of:

Learn CPR.

Try:

New parents have a million things to do but learning CPR should be on the top of the list. It will give you tremendous peace of mind – and the more peace of mind you have as a parent, the better.

we want them to know that when it comes to keeping their kids safe, they’re not alone. Our information is both proven and practical. Here are a few examples.


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OUR LOGO

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The new logo for Safe Kids Worldwide reflects the ever-evolving strength and breadth of our organization.

Because we work through partnerships, our logo is regularly seen next to other logos. The strong, square block of our new logo stands up well beside partner logos, and is graphically easy for other organizations to include in a row of logos.

Blue has always been the primary color of our logo. In recognition of our strong foundation built over the past 25 years, that tradition continues.

Our logo is child-focused, without being childish. It includes some elements of playfulness and fun. After all, we are an organization all about kids.

By representing the letter “I” as three dots, a whole world of creativity is opened up. What do the three dots mean? We have our ideas, and every child we know will make up something it means to them. The dots can be symbolic, expressing essential elements of our work and mission. They can be used as a base for graphic design. They can be bullets in a presentation. Or they can be, well, just dots.

FOUNDATIONS OF THE NEW LOGO

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CLEAR SPACE AND MINIMUM SIZE

Clear space is the minimum “breathing room” maintained around our logo. This area should be kept free of graphics, text and other logos, as well as from the edge of a layout. To ensure the logo stands out, the clear space is equal to ¾ the height of the letter “S.”

Minimum size refers to the smallest dimensions allowed for the logo for most applications, and may need to be adjusted to accommodate for specific reproduction methods, such as silkscreen or embroidery. The minimum size for most applications is 0.3." In digital applications, it is 22 pixels.

CLEAR SPACE MINIMUM SIZE

Minimum size for digital applications

x

¾ x ¾ x

¾ x ¾ x

x

¾ x ¾ x

¾ x ¾ x

0.3˝

22px

Minimum size for most applications

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LOGO MISUSE

Do not distort Do not change colors outside of guidelines

Do not allow the logo to print at a low resolution

Do not add surrounding text

Do not use more than one Safe Kids logo at the same time

The Safe Kids logo must be used consistently and correctly to build recognition and equity. This page shows examples of improper uses of the logo.

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A Member Of

LOGO LOCKUPCOALITIONS AND MEMBER COUNTRIES

Our coalitions and member countries will each have a distinct logo to identify them. Below are examples of the application of the lockup.

COALITIONS

MEMBER COUNTRIES

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OUR LOGO NEXT TO OTHER LOGOS

The general rule of thumb for co-branding your materials is to provide equal visual weight among the logos on the page.

Founded By

Led By

Founding Sponsor Proud Program SponsorProud Program Supporter

Below are some examples. It’s a bit tricky, but use your best judgment.

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VISUAL ELEMENTS

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COLOR PALETTE

use in all applications. The secondary palette includes Safe Kids Yellow, Green and Red, which are intended for use in bringing friendliness and

color to layouts, as well as to highlight information.

SAFE KIDS COLOR WHEEL PRIMARY COLOR

PRIMARY COLOR

SECONDARY COLOR

SECONDARY COLOR

C:100 M:20 Y:0 K:0R:0 G:149 B:218Hex: #0095daSpot: PMS 3005C

C:23 M:0 Y:0 K:72R:77 G:97 B:108Hex: #4d606bSpot: PMS 431C

C:0 M:33 Y:100 K:0R:252 G:179 B:22Hex: #fcb315Spot: PMS 130C

C:57 M:10 Y:100 K:0R:126 G:178 B:66Hex: #7eb341Spot: PMS 369C

C:0 M:93 Y:66 K:0R:239 G:55 B:78Hex: #ee334eSpot: PMS 199C

Corporate Blue

Safe Yellow

Safe Red

Safe Green

Corporate Gray

Our Paint BoxThe color palette is an integral part of the Safe Kids identity. The primary palette consists of Corporate Blue and Corporate Gray, which are intended for

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LOGO ELEMENTSINTRODUCING D-CONS

The new Safe Kids logo has been designed to help convey stories of our commitment and focus. As an extension of the logo, a set of icons

offers visual inspiration that enables our organization to communicate in creative ways. The D-cons are inspired by shapes within the Safe Kids logo. The “I” and

the “D”, when turned sideways, create a cheerful image.

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LOGO ELEMENTSMAIN D-CONS

The new Safe Kids logo contains D-cons, symbolizing our four major areas of focus on children’s safety. When used together, the

logo and D-cons are a powerful representation of our mission.

WATER SAFETY HOME SAFETY CAR SAFETY FIRE SAFETY

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LOGO ELEMENTSSUITE OF D-CONS

Additional D-cons have been created for a variety of purposes. These D-cons enrich the Safe Kids visual toolkit, allowing wider

opportunities to raise awareness around specific safety issues.

CORPORATESMILE

FIRE

INJURY

BUTTONBATTERY

POISONSPORTS

HOME

CAR

BICYCLE

MEDICATION

CUTS

WATER

FALLS

PEDESTRIAN

PLAYGROUND

TV TIP-OVERS STAR

CARBON MONOXIDE

SLEEP

FURNITURETIP-OVERS

LOVE

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PRIMARY SYSTEM FONT

SECONDARY FONT SYSTEM

ALTERNATE SYSTEM FONT

FS Albert Regular

Museo 500

Museo 700

Calibri Regular

Calibri Bold

FS Albert Bold

FS Albert Extra Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%&()







TYPOGRAPHY FS Albert is the Safe Kids primary typeface and is used in the words “Safe Kids” in our logo. It was selected for its friendliness and approachability. It is a font designers will use to create printed materials, web banners and other collateral.

Museo is a secondary typeface used sparingly to provide emphasis in marketing materials. The word “Worldwide” in our logo

is set in Museo, as is the country or coalition name in the logo lockup.

For daily use, Calibri is our typeface. It comes installed on most computers, and can be used in presentations, letters and documents.

To purchase FS Albert or Museo, see the resource section at the back of this booklet.

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Portraits of children should communicate optimism or happiness.

PORTRAIT

When children are shown in an activity, imagery should convey feelings of safety, brightness or optimism.

ACTIVITY

Imagery of parents should communicate safety, caring or togetherness.

PARENTS

Silhouetted images should convey safety, activity or optimism.

SILHOUETTE

IMAGE STYLE Photography is a powerful tool for communicating the Safe Kids brand. A consistent approach to subject and style within photography also brings unity to our brand. Whether commissioned during

a shoot or purchased from a stock library, the imagery style should remain consistent throughout all applications, communicating safety, happiness, optimism, diversity and activity.

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LOGO USE ONDIFFERENT BACKGROUNDS

The Safe Kids logo can be used on a wide variety of backgrounds while retaining legibility. The full color version of the logo is the preferred version to be used on any background providing enough contrast for

the logo to stand out clearly. When there is not sufficient contrast to distinguish the logo from the background, the white (reversed) version of the logo should be used.

5%

10%

15%

20%

30%

40%

50%

60%

70%

80%

When cost or reproduction methods do not allow for the full color logo to be used, the logo may be reproduced in black or in white

The full color positive logo should be used on backgrounds that are 20% gray or brighter. When the back-ground is darker than 20% gray, the white (reversed) version of the logo should be used.

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LOREM ESTSE DOLORLOREM ESTSE DOLOR LOREM ESTSE DOLOR

LOGO ON IMAGERY The full color logo is the preferred logo to use on imagery. When the background does not provide adequate contrast, the reversed logo should be used (as shown in option

one) or the layout should be adapted to accommodate the full color logo (as shown in option two).

The full color logo is the preferred logo to use on imagery, though the reversed logo may be used when there is not adequate contrast.

Alternately, the layout may be divided, and white space added to the top to accommodate the full color logo.

OPTION ONE

OPTION TWO

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HOW TO APPLYOVERVIEW

Three graphic elements help communicate the Safe Kids system: the D-cons, holding

D-CON

HOLDING SHAPE

PATTERN

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LOREM IPSEM

safekids.org

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HOEEST USTEMGROINE BRESTES

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Europe

Asia

Africa

N. America

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POLINES BESTES

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LOREM

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VISUAL ELEMENTS APPLICATION

shapes and patterns. Use these elements as tools to enhance graphic design.

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VISUAL SYSTEMOVERVIEW

Below are a variety of examples of the visual identity elements applied to a range of layouts. In general, Corporate Blue should

be the dominant color, and the secondary colors of the palette should be used as an accent.

safekids.org safekids.org

LOREM IPSUM Nulla consequat massa quism.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. ate Cum sociis natoque penatibus et magnis dis parturiente montes, nascetur ridiculus mus. Donec quam felis,ltricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut,

Lorem ipsum

Scing elitan

LOREM

LOREM IPSUM

Lorem ipsum dolor sit amet, consectetuer a scing elitan iu.

Loreum

USAUK

China


Loreum


Loreum

Lorem ipsum

Scing elitan

Consectetuer

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Lorem ipsum dolor sit amet, consectetuer a scing elitan iu.Lorem ipsum

dolor sit amet, consectetuer a scing elitan iu.

Lorem ipsum

Lorem ipsum

2013

Lorem ipsum dolor site amet, consectetuer at scing elit. Aenean pole commodo ligula eget dolor. Anani massa he.

safekids.org2011 2015

LOREUM

LOREUM

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LOVE IT!

37.8%

LOREM ESTSE DOLOR LOREM ESTSE DOLOR

LOREM IPSUM Nulla consequat massa quism.Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. ate Cum sociis natoque penatibus et magnis dis parturiente montes, nascetur ridiculus mus. Donec quam felis,ltricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut,

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VISUAL SYSTEMOVERVIEW

Below are more examples of the visual identity elements applied to a range of layouts.

safekids.com

LOREM ESTSE PILEN

safekids.com

STOP

LOREM ESTSE PILEN

LOREM ESTSE PIALE

LOREM ESTSE PILEN

Lorem

safekids.com safekids.comsafekids.com safekids.com

BE SAFELOREMDOLORBOLOIT.

Lorem

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COLLATERAL

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COLLATERALSTATIONERY ANDBUSINESS CARD

1301 Pennsylvania Ave, NWSuite 1000Washington, D.C. 20004

safekids.org

safekids.org

Kate CarrPresident and CEO

1301 Pennsylvania Ave, NW Suite 1000Washington, D.C. 20004

202.662.0600 [email protected]

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COLLATERALSAMPLE REPORT

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COLLATERALSAMPLE BROCHURE

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COLLATERALGIVEAWAYS

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STYLE GUIDE

A

a back seat Preferable to “the” back seat. Example: All children 12 and under should ride properly restrained in a back seat.

academic degrees B.A., M.A., J.D., Ph.D., M.D., Sc.D. Use an apostrophe when not abbreviating (e.g. bachelor’s degree).

acronyms The general rule is to consider your audience; use only acronyms that your readers are sure to recognize.

act Capitalize when part of the complete name of pending or implemented legislation (the Taft-Hartley Act), but not in subsequent references (The act provides for …). Do not capitalize bill in subsequent references, either.

adaptive restraint for children with special needs Not special needs seat.

addresses Use the abbreviations St., Ave., Blvd., Rd. and so forth with a numbered address. Spell out Street, Avenue, Boulevard, Road and so forth when part of a street name without a number (the Pennsylvania Avenue office). Spell out suite.

age- and size-appropriate car seat Not age-appropriate, weight-appropriate, etc.

This guide answers some frequently asked grammar and style questions. For capitalization, spelling, punctuation and questions not addressed in this guide,

consult the Associated Press Stylebook and Libel Manual, the Webster’s New World College Dictionary or a member of the headquarters communications department.

ages Always use figures. Use hyphens when an age is expressed as an adjective before a noun or in place of a noun (the 8-year-old boy; the 8-year-old). Do not use hyphens elsewhere (The boy was 8 years old). Don't use "aged 8" when referring to people, as in "aged cheese" or "aged wine."

air bag

a.m., p.m. Lowercase, with periods.

among, between Between introduces two items; among introduces more than two.

B

backless belt-positioning booster Back-less booster is also acceptable.

Bell Sports Bell is acceptable on subsequent reference.

belt-positioning booster

boilerplate paragraphs For all long leads, news releases and media advisories, place the appropriate version (italics, single spaced) at the end of each document. It is updated periodically. Check the extranet to make sure you’re using the most recent version.

C

car bed Not carbed.

car seat vs. child safety seat Although either is acceptable, Safe Kids generally uses car seat.

carbon monoxide detector CO detector acceptable on subsequent reference.

CDC Centers for Disease Control and Prevention. CDC is acceptable on subsequent reference.

certification See Safe Kids Certification for the National Standardized Child Passenger Safety Training Program.

child occupant protection Use in reference to legislation in place of child passenger safety or car seat. Example: child occupant protection laws covering children over age 4. COP acceptable on subsequent reference.

child occupant protection laws covering children over age 4 Not booster laws.

child passenger safety This should not be capitalized except as part of a proper name. Examples: Safe Kids Buckle Up is our child passenger safety program and He has completed 32 hours of child passenger safety training, but Child Passenger Safety Week is in September.

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child safety seat check/checkup This should be used for generic/subsequent references or when not referring to a GM-sponsored event. Can also be referred to simply as a checkup. Do not hyphenate. When corresponding with GM or referring to a GM-sponsored event, use Safe Kids Buckle Up Car Seat Checkup on first reference. See Safe Kids Buckle Up Car Seat Checkup.

Child Safety Seat Inspection Station Not fitting station.

childcare Preferable to day care. Childcare is one word.

children with disabilities Not disabled children or handicapped children.

Children’s National Medical Center CNMC is acceptable on subsequent reference.

coalition coordinator Lowercase both unless referring to a specific person who holds that official title. Then, use uppercase only if the title precedes the name (e.g., Safe Kids Alabama State Coalition Coordinator Joe Smith). Do not capitalize the title after a name (e.g. Joe Smith, coalition coordinator of Safe Kids Alabama State).

coalitions Do not capitalize. The proper name of a coalition is Safe Kids location. However, the coalition is acceptable for later references.

combination car seat

conferences/meetings Capitalize only when using the full name (the 2013 Safe Kids Leadership Conference). All other references should be lowercase (Coordinators who attended the conference offered valuable suggestions for improvement).

convertible car seat

CPS child passenger safety. CPS acceptable on subsequent reference.

CPS Update-Refresher

CPSC U.S. Consumer Product Safety Commission. CPSC acceptable on subsequent reference.

courtesy titles Abbreviate the following titles when used before a full name outside of direct quotations: Dr., Gov., Lt. Gov., Mr., Mrs., Rep., Sen. and certain military designations. Spell out all except Dr., Mr., Mrs. and Ms. when used before a name in direct quotations. Abbreviate junior and senior after an individual’s name, with no comma: John Smith Jr.

D

dates Always use figures, without st, nd, rd or th. For example: The conference opened on January 27, not: The conference opened on January 27th.

day care Two words. The preferred term is childcare (one word).

departments Lowercase departments (e.g., contact the communications department).

District of Columbia Abbreviate as D.C. (no space, with periods) when used with Washington, unless used with a ZIP code. Spell out when used alone, and use the district (not D.C.) in subsequent references.

E

e.g. Commonly understood to mean for example. Spell out in text and use e.g. only in parentheses. Use e.g. when you’re offering an example of the preceding word or phrase, and use i.e. when you’re restating it. Example: We will provide program materials (e.g., brochures, banners and t-shirts) but We have extensive field operations (i.e., coalitions and chapters).

e-mail Use the hyphen.

ensure/insure Ensure means to guarantee. Insure means to protect something with insurance.

extranet Refers to the portion of our website accessible only to coalition coordinators and member countries.

F

Federal Use a capital letter for corporate or government bodies that use the word as part of their formal names: the Federal Trade Commission. Lowercase when used as an adjective to distinguish something from state, county, city (etc.) entities. Example: He served as a federal judge for nine years.

FedEx Use FedEx. Never Federal Express.

First Alert

first lady Not a formal title. Do not capitalize, even when used before the name of a chief of state’s wife.

flesh out/flush out You flesh out, not flush out, an idea.

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flier Preferred spelling for a leaflet. Not flyer.

forward-facing car seat

Founding Sponsor Capitalize when the phrase directly precedes a reference to Johnson & Johnson: Founding Sponsor Johnson & Johnson. Do not capitalize in general references or when it follows a reference to Johnson & Johnson.

fractions Spell out amounts less than one: one-half, two-thirds, etc.

G

General Motors GM is acceptable on subsequent reference.

General Motors Foundation GMF is acceptable on subsequent reference.

H

heatstroke use heatstroke (one word) instead of hyperthermia when describing the risk area.

high back belt-positioning booster High back booster is also acceptable.

I

i.e. Commonly understood to mean that is. Example: We have extensive field operations (i.e., coalitions and chapters). Spell out in text and use i.e. only in parentheses. See e.g.

infant-only car seat

inspection opportunities Use to refer to checkups and inspection stations collectively.

insure See ensure/insure.

Internet Capitalize.

it’s/its It’s is a contraction for it is or it has. Its is the possessive form of it.

J

Johnson & Johnson The founding sponsor of Safe Kids. Do not use J & J, except in informal internal correspondence.

K

kick off (v.), kickoff (n. and adj.) No hyphen.

L

lap and shoulder belt Not lap-shoulder belt or lap/shoulder belt.

lap belt Not lap-belt.

LATCH Lower Anchors And Tethers for Children. LATCH acceptable on subsequent reference.

Lead Instructor Capitalize only when referring to SKBU-approved Lead Instructors, the application process or the designation of such instructors for grant approval. Other uses should be in lowercase: lead instructor.

Leadership Conference Safe Kids Leadership Conference.

M

multifaceted No hyphen.

N

National Standardized Child Passenger Safety Training Program NSCPSTP acceptable on subsequent reference.

NCPSB National Child Passenger Safety Board. NCPSB acceptable on subsequent reference.

NFPA The National Fire Protection Association. NFPA acceptable on subsequent reference.

NHTSA National Highway Traffic Safety Administration. NHTSA acceptable on subsequent reference.

NTSB National Transportation Safety Board. NTSB acceptable on subsequent reference.

nonprofit One word, no hyphen. But non-governmental is hyphenated.

numbers The general rule to spell out numbers below 10 and use figures for 10 and above applies in most cases. Some exceptions:

Always express ages in figures (He was 8 years old.). See ages.

In casual expressions, numbers are spelled out (Thanks a million).

At the beginning of a sentence, all numbers are spelled out except years (1988 is the year Safe Kids was founded).

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Use figures and hyphens for ratios (A 2-1 margin. This happened in 4 out of 5 cases.)

Use figures for percentages (6 percent). Use percent, rather than the symbol (%).

Use figures with millions or billions (7 million).

Use figures and the $ sign for dollar amounts (A choke tube costs less than $2).

O

online No hyphen.

over/more than More than is preferable when referring to numbers (More than 500 people attended the event).

P

prefixes In general, follow Webster’s regarding hyphenation. More often than not, a hyphen is not required, except (1) when the prefix ends in a vowel and the word that follows begins with the same vowel (e.g. pre-empt), (2) when the word following the prefix is capitalized (e.g. un-American) or (3) to join double prefixes.

preteen One word, no hyphen.

Principles of Performance But performance principles and principles.

R

rear-facing car seat

restraint for children with special needs Not special needs seat.

S

Safe Kids Can stand alone on subsequent reference if preceded by Safe Kids Worldwide or a coalition name.

Safe Kids Buckle Up® In the Safe Kids Buckle Up program, program is not capitalized. First reference must include ® mark. Logo also receives ® mark. SKBU should only be used internally.

Safe Kids Buckle Up Car Seat Checkup event Capitalize when used as a complete program title. However, use car seat check or checkup in subsequent references or when not referring to a GM event – never Checkup on its own.

Safe Kids Buckle Up Mobile Car Seat Checkup Vans Use mobile car seat check/checkup. Use vans in subsequent references.

Safe Kids Walk This WaySM

Safe Kids Worldwide® Safe Kids can stand alone on subsequent reference. Refrain from using SKW to refer to the organization, except in internal communications. First reference must include ® mark. In any communication about a Safe Kids program, your first reference to our organization must be “Safe Kids Worldwide.”

safety belt Use safety belt in professional documents. Use seat belt when talking to the public.

Senior Checker Capitalize only when referring to SKBU-approved Senior Checkers, the application process or the designation of such individuals for grant approval. Other uses should be in lowercase: senior checker.

serial commas Don’t use a comma before "and" or "or" in a series (car seats, safety belts and locking clips NOT car seats, safety belts, and locking clips) unless omission of the comma would create confusion.

serial semicolons In general, don’t use semicolons to separate items in a series. The exception is when the series items themselves contain commas, as in: Events took place in Seattle, Wash.; Portland, Ore.; and Springfield, Va. Notice that the semicolon before and is used in such a series.

set up (v.), setup (n. and adj.) No hyphen.

shoulder belt Not shoulder strap.

smoke alarm Not smoke detector.

sponsor names Always use the name preferred by our sponsors. Check individual entries in this style guide, look at the organization’s own publications or website. Check with headquarters if unsure.

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state abbreviations Use AP abbreviations in all text references. The only time you should use postal abbreviations (MD, CA) is in full addresses that include the ZIP code.

There is no AP abbreviation for Alaska, Hawaii, Idaho, Iowa, Maine, Ohio, Texas or Utah.

Ala. AlabamaAriz. ArizonaArk. ArkansasCalif. CaliforniaColo. ColoradoConn. ConnecticutDel. DelawareFla. FloridaGa. GeorgiaIll. IllinoisInd. IndianaKan. KansasKy. KentuckyLa. LouisianaMd. MarylandMass. MassachusettsMich. MichiganMinn. MinnesotaMiss. MississippiMo. MissouriMont. MontanaNeb. NebraskaNev. NevadaN.H. New HampshireN.J. New JerseyN.M. New MexicoN.Y. New YorkN.C. North CarolinaN.D. North DakotaOkla. OklahomaOre. OregonPa. PennsylvaniaR.I. Rhode IslandS.C. South CarolinaS.D. South Dakota

Tenn. TennesseeVt. VermontVa. VirginiaWash. WashingtonW.Va. West VirginiaWis. WisconsinWyo. Wyoming

state and local Safe Kids coalitions Use state and local on first reference only, lowercase.

T

telephone numbers For toll-free numbers, the preferred style is 800-555-1212, not 1-800-555-1212. Extensions should be separated from the main phone number with a comma: 202-555-1812, extension 14.

they or their While we often use these words in conversation in place of the more awkward “his or her,” in written communications, it’s important to use a singular pronoun when the subject is singular. Use A parent should check that his or her child is safe, not A parent should check that their child is safe.

titles Capitalize before names (President and CEO Kate Carr), lowercase after names (Kate Carr, president and CEO, Safe Kids Worldwide).

TIA Toy Industry Association (formerly TMA, Toy Manufacturers of America).

toward Not towards.

training Use as singular and plural noun. Not trainings.

U

United States Spell out when used as a noun. Use U.S. (periods, no space) as an adjective.

U.S. Department of Housing and Urban Development HUD acceptable on subsequent reference.

U.S. Fire Administration USFA acceptable on subsequent reference.

V

vehicle Not car, unless discussion is specifically limited to cars (excluding minivans, SUVs, pickup trucks, etc.).

W

website One word, not capitalized.

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Worldwide member countries:

Kidsafe (Australia)

Grosse Schützen Kleine (Austria)

Criança Segura (Brazil)

Parachute (Canada)

Safe Kids Worldwide China

Mehr Sicherheit Für Kinder (Germany)

Safe Kids Foundation India

Beterem (Israel)

Safe Kids Italia

Royal Health Awareness Society (Jordan)

Safe Kids Malaysia

Safe Kids México

Safekids New Zealand

Safe Kids Philippines

Safe Kids Serbia

Childsafe (South Africa)

Safe Kids South Korea

Safe Kids Thailand

Safe Kids Uganda

Safe Kids United Arab Emirates

Safe Kids Uruguay

Safe Kids Vietnam/Asia Injury Prevention Foundation

Please check the extranet for updates to this list and the Brand Guidelines, as we are an ever-evolving organization and information will undoubtedly change.

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LOGOS AND GRAPHICSThe following files are available on the coalition extranet.

Coalition logos

Member country logos

D-con graphics

RESOURCES

TEMPLATESThe following templates are available on the coalition extranet.

Document Template

Letterhead Template

Business Card Template

PDF of Brand Guidelines

PowerPoint Template

Flier Template

Brochure Template

TYPOGRAPHYTo purchase FS Albert go to: www.fontsmith.com

To purchase Museo go to: www.myfonts.com

For more information, please contact:

Creative Services Manager Jane Enright [email protected] 202.662.4469

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Documents

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