BRAND

GUIDELINES

Mission:
to strengthen and unify greater
Clevelands arts and culture
sector

INTRODUCTION

A Nonprofit Brand is the shared emotional

perception participants and supporters hold
in connection with the programs and services
a nonprofit offers. Scott Bedbury, author of A
New Brand World, describes a brand as: the
sum of the good, the bad, the ugly and the offstrategy... It is defined by the accomplishments
of your best employee - the shining star in the
company who can do no wrong - as well as by
the mishaps of the worst hire that you ever
made... Creation In Common, LLC

ONE VOICE

Approachable
maintains an open-door policy for any
individual or group that requests technical
assistance, information and other services

Credible
presents accurate, relevant and timely
information and establishes mutually trusting
relationships with constituents

Engaging
excites constituents on multiple levels, motivating
them to act

Passionate
strongly believes in the value of the arts and
culture community and reflects this enthusiasm
in the work it produces

Smart
INTRODUCTION

brings a focused intellectual rigor and a strategic

approach to the sector

AUDIENCE

CORE AUDIENCES

Arts & Culture Philanthropic

Artists
Board Members
Leadership & Staff

CEOs
Program Officers
Community
Relations Staff

Public

Voluntary

Elected Officials
Appointed Officials
Arts and Culture
Staff

(As needed & where

appropriate)

CEOs
Program Directors

Since 1997, CPAC has built the trust of the

individuals it serves through its high-quality
offerings and strategic direction. To better
communicate these services to the above
audiences, CPAC is redefining the language
it uses and the design of its public materials.
This includes these branding suggestions as
well as implementing plain language in all new
documents. Staff is encouraged to interpret the
brand voice as it best relates to each audience.
For example, how we engage elected officials
may be very different from engaging an arts and
culture staff member. More information about
how CPAC implements plain language in its
material can be found in the Style Guidelines.

AUDIENCE

The first rule of plain language is: write

for your audience. Use language your
audience knows and feels comfortable
with. Take your audiences current
level of knowledge into account. plainlanguage.gov

Aa

Arial
ABCDEFGHIJKLMN
OPQRSTUVWXYZ

TYPEFACE

TYPEFACE

CPAC uses sans serif fonts. The following are

some fonts weve used to date.Youll note
these are not the only fonts available to use,
but serves as a base for direction. Long print
documents, such as research, is an exception
to this style choice. Times New Roman has
been the standard font for a lengthy document,
but others can be used to better fit the design
of the publication. More specific information
about how to use these typefaces is available in
CPACs Style Guidelines. (Note that Petita and
WC Roughtrad are available on shared drive in
Communications > specialty fonts)
12345
67890

abcdefghijklmn
opqrstuvwxyz

Aa

Calibri (CPAC default font)

ABCDEFGHIJKLMN
OPQRSTUVWXYZ

12345
67890

abcdefghijklmn
opqrstuvwxyz

Aa

Avant Garde (Book)

ABCDEFGHIJKLMN
OPQRSTUVWXYZ

12345
67890

abcdefghijklmn
opqrstuvwxyz

Aa

Gill Sans
ABCDEFGHIJKLMN
O P Q R ST UVW XY Z

12345
67890

abcdefghijklmn
opqrstuvwxyz

Aa

Petita (Creative Workforce Fellowship)

ABCDEFGHIJKLMN
12345
OPQRSTUVWXYZ
67890
abcdefghijklmn
opqrstuvwxyz
WC ROUGHTRAD (Artists in
Residence)
ABCDEFGHIJKLMN 12345
67890
OPQRSTUVWXYZ
abcdefghijklmn
opqrstuvwxyz

TYPEFACE

Aa

LOGO

LOGO

CPAC Logo Reverse

CPAC Logo Black

CPAC Logo

CPAC Logo Blue

CPACs logo should be small enough not to
dominate the page, but large to ensure the name of
the organization is legible.
Bottom of 8.5 x 11 research back cover

7x 5 postcard

LOGO
4

CPAC
R0. G106. B104

C89 . M40 .Y56 . K20

Fellowship
From Rust Belt to
Artist Belt
R251. G173. B24
C0 . M36 .Y99 . K0

CPAC
R249. G184. B18

CPAC
R215. G120. B54

C2 . M30 .Y100 . K0

C13 . M62 .Y92 . K1

NEO Arts and

Culture Plan
Assessment
R213. G159. B15

CPAC
R80. G85. B71

C17 . M37 .Y100 . K1

From Rust Belt to

Artist Belt
R247. G129. B33

NEO Arts and

Culture Plan
Assessment
R117. G93. B66

C0 . M61 .Y99 . K0

C45 . M55 .Y75 . K29

Audience Matters
R238. G79. B75

From Rust Belt to

Artist Belt
R238. G68. B35

C1 . M84 .Y71 . K0

C0 . M89 .Y100 . K0

C63 . M51 .Y67 . K36

NEO Arts and

Culture Plan
Assessment
R83. G48. B26

C44 . M71 .Y86 . K57

From Rust Belt to

Artist Belt
R180. G34. B140
C30 . M99 .Y2 . K0

Culture ADD
R114. G18. B64

Creative
Workforce
Fellowship
R221. G224. B232

C61 . M77 .Y0 . K0

C41 . M100 .Y51 . K36

C6 . M4 .Y0 . K6

Audience Matters
R89. G195. B193

The Artist as an
Entrepreneur
Institute
R20. G38. B77

From Rust Belt to

Artist Belt
R21. G176. B232

C100 . M89 .Y39 . K40

C70 . M11 .Y0 . K0

CPAC Logo
R0. G112. B73

The Artist as an
Entrepreneur
Institute
R128. G189. B80

From Rust Belt to

Artist Belt
R192. G215. B49
C29 . M0 .Y99 . K0

C100 . M0 .Y78 . K42

C55 . M3 .Y91 . K0

COLOR

Artists in
Residence
R153. G51. B255

C60 . M0 .Y28 . K0

COLOR

COLOR

CPACs color palette is warm, fresh, smart

and modern. These colors are designed to be
used strategically as needed, not all at once.
Often, CPAC uses neutral tones as a base for
design with a vibrant accent color.

IMAGES

IMAGES

Arts and Culture: CPAC uses images of the local

arts and culture community as often as possible.
CPAC uses stock photography when either the
desired photo doesnt exist in our library, or if we
have to remain unbiased toward local artists or
organizations (e.g. Creative Workforce Fellowship
materials). Stock photography should convey the
vibrancy of the sector and the importance of arts
and culture.
Attention to diversity:
Age
Artistic Discipline
Community or Neighborhood
Ethnicity
Gender
Small, medium and large organizations
Emphasis on Artists and People: Through
imagery of the people who make up the sector,
CPAC is able to further showcase how important
these individuals are in advancing greater
Cleveland.
Local Photography: CPAC owns the
photographs to the images in CPAC Photos in
the Communications folder on the shared hard
drive. If CPAC did not take the image, credit both
the photographer and the artist whose work is
being shown in the photograph whenever possible.

IMAGES

Stock Photography: Stock photos are chosen as

needed. CPAC holds an account with
iStockPhoto.com. Read the license agreement
before use, particularly for the number of copies
produced. CPAC as purchased images in Stock
Images in the Communications folder on the
shared hard drive.

A RECTILINEAR APPROACH

CPAC uses linear elements to help

structure content and maintain a clean
look on the page. This may have a
tendency to look mechanical or clinical.
Include elements to soften or warm the
design, for example warm colors and
choice images. Using an underlying grid
can help organize content and eliminate
clutter.

DESIGN ELEMENTS

DESIGN ELEMENTS

The linear format helps maintain CPACs

identity as it relates to its partners and
other local affiliates. A few variations
can be seen across publications and
communications material. For example,
in most marketing materials and cover
designs, CPAC chooses a dominant
image, with linear accents (see Putting it
Together).
CPAC also uses screens, or semitransparent boxes, when displaying text
over an image to improve readability (see
cover). This usually should not be used for
large bodies of text.

DESIGN ELEMENTS
7

CPAC is committed to sharing our individual

expertise as staff members through presentation
and community engagement. Presentation styles
vary, but overall, CPAC is dedicated to clearly
conveying its vision and mission in a way that
engages the audience. Share your knowledge of
how the arts and culture sector is playing a role in
strengthening greater Cleveland and how CPAC
helps that happen.

PRESENTATIONS

PRESENTATIONS

If you use a PowerPoint, reference slide:ology to help

design slides and structure a presentation (a copy is
located on the bookshelf above the design station).
Remember to use program- or research-specific
colors to maintain their individual brand. Use plain
language and avoid acronyms whenever possible.
Given the diversity within our audiences, individuals
may absorb information very differently (visual
vs. auditory learners, etc.) Use PowerPoint as a
visual aid, and do not use heavy text or bullet
points. Interact with the audience. Tell a story.
Be approachable. Be credible. Be engaging. Be
passionate. Be smart.

Though time is often ones most

valuable resource, theres no way
to avoid spending it if you want a
powerful and persuasive speech.
- Nancy Duarte, slide:ology
PRESENTATIONS
8

As an intermediary, both for people within

the sector and in connection with other
local industries, CPAC carefully maintains its
relationships. A few key people of note are:

CPAC RELATIONSHIPS

CPAC RELATIONSHIPS

Participants in Programs or Services

Licensees
Funders
Public Officials
Media
Partner Organizations
Board and Staff

REMINDERS
Set the tone: Our audiences trust CPAC as a
credible source for research, public policy and
capacity building programs. Now we are focusing
on connecting with our arts and culture peers at a
deeper level. To make sure people have consistent
experiences across programs and services, maintain
the same rigor and approachability with every
interaction.
Respond to every email: CPAC responds to
every question, request, email and voicemail within
one to two business days. People are aware of
CPAC and its programs on a variety of levels.
Ultimately, time spent with each person helps build
support and clarity around our efforts.

Be professional: This does not necessarily mean a

need to be formal. Understand the situation. Dont
lose your personal identity, but be aware of when
you are representing CPAC both in person and
online.
Send thank yous: Always send a thank you letter
to donors, panelists, presenters and anyone who
assists in carrying out CPACs mission.

CPAC RELATIONSHIPS

Use social media: Connect, share information and

listen to what others are talking about. Remember
that every post is public knowledge and should
help advance CPACs overall strategy. Be consistent
in sharing information that is both accessible and
relevant.

The Creative Workforce Fellowship was the first

program implemented that officially considered
CPACs new brand direction from an artists initial
staff interaction to the final survey. The following
walks through the program, illustrating how CPACs
brand voice translates to practice and forms our
audiences experience.
Development of the Creative Workforce
Fellowship begins where it ends. After reviewing all
comments, survey responses and feedback, CPAC
suggests improvements to the program. Applicant
and panel experience, staff time and organization
resources are all considered in this decision-making
process.

PUTTING IT TOGETHER

CREATIVE WORKFORCE
FELLOWSHIP

Marketing Material is designed with a heavy

emphasis on audiences currently underserved by
the program. This includes both demographics and
artistic disciplines. The intent is that an artist can
immediately identify with the program and CPAC.
Communications include sharing information
about the program with artist service organizations
and colleges to promote the Fellowship from
within. In this regard, an artists first interaction
with the program is through an existing relationship.

Dominant
Photo

Rectilinear
Elements
Minimal
Text

Shes giving local children a

new creative outlet.
We help make it happen.
Creative Workforce Fellowship.
Helping ar tists dream bigger.

Engaging &
Informative
Tagline

PUTTING IT TOGETHER

Warm
Accent
Color

Underrepresented
Discipline

10

The deadline day is often a race with the clock

for applicants. CPAC answers all questions and
maintains an encouraging voice throughout the
entire day.

PUTTING IT TOGETHER

(FELLOWSHIP CONTD)

Workshops are free and held in public and easily

accessed spaces, such as libraries and performance
venues. They are engaging and informative and
should help put applicants in a better position
to succeed in their Fellowship applications.
Presentations include a hypothetical bad application
and Q&As with past Fellows. Staff is always available
afterwards for questions.

An open panel review allows artists to see the

judging process and understand how decisions were
made for the $20,000 awards. The panel reflects
the diversity of the applicant pool and has expertise
needed to critique submissions. Panelists are asked
to offer constructive comments so applicants can
learn and improve future applications.
Online stream of the event, twitter feed and
UStream chat afford greater access to both the
process and staff. Staff remains objective yet
conversational.
Public announcement of the Fellows is the
first time all Fellows are in a room together. It is
also one of the only times CPAC Board members
and Fellows meet and interact. Everyone is given
the opportunity to share their excitement and
appreciation for one another.
Fellowship orientation is welcoming and
informative. Its an opportunity to get to know
the Fellows and have them meet each other.
The meeting is packed with information, is well
organized and engages multiple staff members to
help Fellows digest material.
Fellow social offers a relaxed and informal
experience with other Fellows and CPAC staff. This
is a get-together more than a programmed event.

Surveys are sent, with the intent to accept any

ideas, advice or information from applicants and
panelists.
Now at the end of the Fellowship process, anyone
who had interacted with the Fellowship should be
able to identify CPAC as approachable, credible,
engaging, passionate and smart.

PUTTING IT TOGETHER

Video catalogues offer Fellows and CPAC a

virtual marketing tool. These can be embedded on
any website. They offer a unique experience that
allows viewers to more easily connect with Fellows.

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