‘Women United’ is a United Way initiative/program and will not be promoted as a separate entity. The design elements must demonstrate a clear connection between ‘Women United’ and ‘United Way’ (see page 1 of ‘Women United – Additional Documentation’ for an example of how the former ‘Women’s Leadership Council’ tied to the United Way brand).
The stronger design submissions will manage to respect the more traditional ‘United Way’ logo while creating a fresh, contemporary design treatment for ‘Women United’. This can be achieved through color, text treatment, aligning the two logos in a consistent manner and so on. See page 3 of ‘Women United – Additional Documentation’ for an example of how the ‘United Way Center for Human Trafficking & Slavery’ ties into the United Way brand but with a fresh, contemporary feel.
The ‘Women United’ design must allow for an adaptable lock-up with local affiliates (e.g. ‘Women United for Cleveland’) in addition to the United Way logo. See pages 3-7 of ‘United Way – Brand Guidelines’ for more information on lock-ups with the United Way logo.
For your consideration during the design process, the most frequently used applications of the Women United identity will be as follows:
- Online: branded html emails, web ad banners, social media profile picture
- Offline: promotional collateral/brochures, event banners, merchandise
Regarding merchandising, the branded lapel pin is particularly important as a promotional tool. (As an example, the previous ‘Women’s Leadership Council’ used a simple "W", which worked well for lapel pins and other merchandising but failed to convey anything about the work/mission of Women United or demonstrate any tie to the United Way brand). See page 2 of ‘Women United – Additional documentation’ for visuals.
Designs must use the existing United Way font options (see page 13 of ‘United Way – Brand Guidelines’) as well as the existing color palette (see page 10).
This contest will inform our choice for the ‘Women United’ logo itself but the stronger design submissions will demonstrate a flexible design system, including possible color palette usage, fonts, lock-ups and alignment/placement on collateral/merchandise. See ‘United Way – Brand Guidelines’ for inspiration.