Governance Policy: Branding

What is branding?

Branding is the look you choose to visually represent your organization or product. It encompasses the organization’s name, logo and visual appeal. The more distinctive the look and the more consistently you use it, the more quickly your materials will become recognizable to your customers and audiences. The components usually consist of: one or two different fonts; one or two main colors and two or three additional colors; a logo; and some graphic design rules and elements.

Once a brand has created positive sentiment amongst the target audience, the firm is said to have built brand equity. Some examples of firms with brand equity--possessing very recognizable brands of products--are Microsoft, Coca-Cola, Ferrari, Nike, Sony, The Gap, and Nokia.

Legal protection given to a brand name is called a trademark.

SLDN’s Commitment to Organizational Branding

SLDN’s name and logo should appear on all organizational materials to ensure the organization and its work are identifiable. A clear and consistent imaging and messaging campaign is important to publicly connect the organization’s vision and mission with its logo, name and core messages. All organizational imaging and messaging should be consistent with SLDN’s vision and mission and reflect the organization’s commitment to national security, civil rights and diversity. Our work is furthered through images and messaging which includes themes of patriotism, honor, honesty, integrity, freedom, courage, democracy, diversity and civil liberties. SLDN maintains a strong organizational commitment to a diverse public representation of our work. Whenever possible, diversity of age, race, gender, gender identity and expression, sexual orientation and veteran status should be considered when preparing materials for public use.

All SLDN materials used for marketing the organization (including public pamphlets, brochures, reports, event invitations, t-shirts, bumper stickers, etc.) should be submitted to the communications department for review prior to production. Materials should be submitted, at least one week prior to production, to the Director of Communications or, in the director’s absence, the Communications Associate. Approval of materials and branding is determined in consultation with the Executive Director and his or her designee.

In order to ensure consistency in imaging and organizational presentation, it is important to:

• Use the SLDN name, logo and acronym as often as possible in public materials;
• Use the SLDN logo only with appropriate PMS coloring and fonts;
• Present a diverse representation of the organization and its work whenever possible; and
• Exercise due caution when using the logo, name or acronym in conjunction with marketing that may conflict with SLDN’s organizational values.

Aspects of Branding: Required Fonts, Colors, Etc.

In order to ensure that SLDN’s brand is consistent and marketed as widely as possible, it is important to use proper imaging and logos, as well as fonts and colors, when marketing the organization.

• The SLDN name, logo and/or acronym should not be used in advertising, materials or promotional campaigns which conflict with SLDN’s core values as an organization. This includes materials that may be sexually offensive, contain inappropriate imaging, and to endorse an organization or campaign inconsistent with SLDN’s mission or include overt sexual images.
• The SLDN logo should appear on all public documents, such as reports, event invitations and brochures.
• The name “Servicemembers Legal Defense Network” should also appear on all public materials.
• Our Web address – http://www.sldn.org – should appear on public materials.
• The SLDN logo should only appear in the official SLDN PMS colors, or in grey scale. The logo should never be tinted another color or have its imaging or fonts changed or altered.
• The SLDN logo should not be given to other organizations, companies, institutions or outside parties for use without the permission of the Director of Communications or Executive Director. Whenever the logo appears in outside materials, it should include the TM mark and must be reproduced using either SLDN’s PMS colors or in grey scale. It should be reproduced using only SLDN’s organizational fonts. Any outside materials containing the SLDN logo, name or acronym must be approved prior to production by the Director of Communications or, in the Director’s absence, the Communications Associate.
• SLDN organizational images, such as photographs, must include an appropriate photo credit (such as, “Photo by Judy G. Rolfe for SLDN”).
• The name “Servicemembers Legal Defense Network,” the acronym “SLDN” and the SLDN logo are all trademarked. When these are used in public materials, the TM sign should always appear with our logo, and with our name and acronym when those first appear in the materials.
• Within our logo, the name “Servicemembers Legal Defense Network” appears in all-caps Garamond bold, in blue lettering. Whenever possible, the same font should be used in printed materials when presenting our name and/or acronym.
• The SLDN logo is composed of PMS colors 280 and 871. These are the only colors that should be used when reproducing our logo.
  • All original logo files are available at on the network. Only original files should be used for logo reproduction. Our server contains both MAC and PC compatible logos.
• The font type used in SLDN’s “Let Them Serve” ad campaign is Garamond Condensed, Garamond Regular & House Gothic 23 condensed black.
• In conjunction with sponsorship agreements, certain SLDN corporate sponsors may require that their logo appear on some SLDN organizational materials. The Director of Development maintains a current list of all corporate sponsors and their logo placement requirements.

Adopted May 13, 2006