Abridged Public Image Guide FOR SPONSORED MINISTRIES UPDATED MAY 2013

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1 Abridged Public Image Guide FOR SPONSORED MINISTRIES UPDATED MAY 2013 * Please contact the Institute Communications Office or your local Community communications office for questions or refer to the complete Public Image Guide for more specific details and information on the visual identity platform. Guidelines for Sponsored Ministries We Use Bilingual Logo Whenever Possible What Not To Do KEY POINTS TO REMEMBER Use the bilingual version of the logo wherever possible. Do not modify or alter the logo in any way use the appropriate master digital file. OUR PERSONALITY TRAITS Our aim is to reflect the Sister of Mercy s personality. The Sisters of Mercy have relationships with many entities, including schools, hospitals and other ministries. Some ministries are directly sponsored by the Sisters of Mercy, while others are closely aligned through members or affiliation. Ministries are not required to change their visual identity systems to reflect the new Sisters of Mercy public image, even if a ministry already uses the former Institute cross. Each ministry has a unique image and its visual identity should be treated as such. If desired, the Sisters of Mercy logo may be placed discreetly to show the tie between the ministry and the Sisters of Mercy. The primary logo for Sisters of Mercy contains two languages. In the U.S., use the English and Spanish version. The secondary logo for Sisters of Mercy contains one language the language that s native to the community served. This should be used whenever the primary bilingual logo is not used. Alternate language versions have also been developed for both primary and secondary logos in Chamorro, Chuukese, Tagalog, Vietnamese and Visayan for use in countries around the Institute. As a rule, always reproduce the logo using the appropriate master digital file, and do not modify or alter it in any way. The examples shown here use the primary logo, but these rules apply to every logo version within the visual identity. Do not change colors in the logo Do not change the type in the logo Compassionate Spiritual Strong Joyful Determined Thoughtful However, if a sponsored ministry wishes to make a closer visual connection to the Sisters of Mercy s public image, it may apply the same typography and colors shown in this guide (see page 5). In addition, the logo can be placed strategically in relation to the ministry s own logo to show the Primary version Do not rearrange or remove elements from the logo Do not add effects to the logo relationship (see page 4). The logo should not be altered in any way. Secondary version Do not change the proportion of the logo Do not change the logo mark Sisters of Mercy of the Americas Abridged Public Image Usage Guide 1

2 Sisters of Mercy Color Palette Color is an integral element of the visual identity. Wherever possible, use the primary color palette in your materials. If necessary, secondary colors are provided to help support your designs. Secondary colors can be used in small amounts and should not compete with the primary colors. Use appropriate Pantone colors for your project and the corresponding CMYK 4-color breakdown for offset printing. For digital or onscreen applications, use RGB or HEX colors. Compassionate Berry Determined Gray PMS 221 C CMYK 31/100/53/20 RGB 149/2/72 HEX # PMS 430 C CMYK 54/41/37/5 RGB 124/133/140 HEX #7C858C Sisters of Mercy Typography Berkeley Oldstyle Medium is our primary typeface, and was chosen to complement the logo and express the public image. We use News Gothic MT family to support Berkeley. This typeface is sans serif, which offers a clean feel that is very legible at smaller text sizes. Often there are situations where standard system fonts must be used for online and digital materials. We use Times New Roman in place of Berkeley Oldstyle Medium, and Arial in place of News Gothic MT. Berkeley Oldstyle Medium How To Use The Cross On Its Own Whenever possible, the logo cross should be used in concert with the logo type to build the public image of the Sisters of Mercy and encourage association of the logo cross with the name of the organization. However, the cross can be used as a supplemental design element as part of the background design for applications such as posters, banners and signage. Please apply these following rules: Have at least two sides of the cross cropped. Place the cross only onto a solid berry background color (PMS 221). Don t scale the cross down to a small size (scale it big). The color of the cross should be set at a tint of 85%. Do not overlap type or any other element on top of or behind the cross. Strong Black The Sisters of Mercy primary colors PMS Black C CMYK 0/0/0/100 RGB 0/0/0 HEX # News Gothic MT Bold Thoughtful Blue Joyful Yellow PMS 313 C CMYK 100/22/20/0 RGB 0/143/189 HEX #008FBD PMS 1235 C CMYK 0/32/97/0 RGB 255/183/24 HEX #FFB718 News Gothic MT regular Correct usage Incorrect usage Spiritual Purple PMS 2597 C CMYK 80/100/9/3 RGB 91/12/136 HEX #5B0C88 The Sisters of Mercy secondary colors Correct usage Incorrect usage Sisters of Mercy of the Americas Abridged Public Image Usage Guide 2

3 Key Messages Vision and Mission Statements Vision statements paint a picture of the world that the Sisters of Mercy envision. Mission statements describe who we are and why we exist. We opted for a combined vision/ mission statement since they are inextricably linked. Express in first person where possible. There should be ownership and personal commitment to vision/mission and values. Inspired by the life of Jesus and by our founder Catherine McAuley, Sisters of Mercy envision a just world for people who are poor, sick and uneducated. Sisters of Mercy are Roman Catholic women of faith who commit our lives to God and our resources to serve, advocate and pray for those in need around the world. Our Values Values describe the key beliefs or philosophy that guides Mercy life and decisions. Values motivate sisters, associates, companions, staff and volunteers and serve as a public declaration of our activities. Taken together, the values form a complete statement, which should be reproduced in its entirety whenever possible. If space is limited, you may just list the headings (spirituality, service, social justice, community). Use the values statement verbatim and list the values in the order shown here. Our daily lives are rooted in four core values drawn from the life of Catherine McAuley: SPIRITUALITY Jesus example leads us, the Gospel guides us and Catherine McAuley s spirit enlivens us. We live lives of contemplation and action. COMMUNITY Living in community deepens our relationship with God and strengthens us for mission, which continually inspires us in our call to serve others. SERVICE We see Jesus in the most marginalized people and take a vow of service to perform works of mercy that alleviate suffering. We strive to follow Jesus example in all that we do. SOCIAL JUSTICE We work passionately to eliminate increasing poverty, the widespread denial of human rights, the degradation of Earth, the increase in violence and racism, the continued oppression of women, the abuse of children, the mistreatment of immigrants and the lack of solidarity among people and nations. Boilerplate/About the Sisters of Mercy Boilerplate is text that distills key messages down into short, readable prose, written in the personality of our organization. Use it verbatim whenever possible. Consistent use of our boilerplate demonstrates professionalism and helps us establish a clearer sense of who we are in the minds of our target audiences. Expressed in third person. General summary paragraph often used on the backs of brochures and bottom of press releases. The Sisters of Mercy an international community of Roman Catholic women dedicate their lives to God through vows of poverty, chastity, obedience and service. For more than 180 years, motivated by the Gospel of Jesus and inspired by the spirit of their founder Catherine McAuley, the Sisters of Mercy have responded to the continually changing needs of the times. Through prayer and service, the sisters address the causes and effects of violence, racism, degradation of the Earth and injustice to women and immigrants. The sisters sponsor and serve in more than 200 organizations that work with those in need in the U.S., Central and South America, Jamaica, Guam and the Philippines. Share the mission of mercy. Discover how at sistersofmercy.org. Sisters of Mercy of the Americas Abridged Public Image Usage Guide 3

4 Sponsored Ministries Guidelines How to Show Sponsorship by the Sisters of Mercy Whenever possible, use the primary Sisters of Mercy logo when indicating sponsorship. The primary logo should be positioned and sized so it doesn t crowd or compete with the ministry s logo. If the sponsored logo is on the top consider placing the Sisters of Mercy logo diagonally and away from the ministry s logo. Add a Sponsored by: credit to the left of the logo, using the gray in our palette if the logo is in full color. ABOUT THE SISTERS OF MERCY The Sisters of Mercy an international community of Roman Catholic women dedicate their lives to God through vows of poverty, chastity, obedience and service. For more than 180 years, motivated by the Gospel of Jesus and inspired by the spirit of their founder Catherine McAuley, the Sisters of Mercy have responded to the continually changing needs of the times. Through prayer and service, the sisters address the causes and effects of violence, racism, degradation of the Earth and injustice to women and immigrants. The sisters sponsor and serve in more than 200 organizations that work with those in need in the U.S., Central and South America, Jamaica, Guam and the Philippines. Share the mission of mercy. Discover how at sistersofmercy.org. SPonsored by: In instances where there is a full bleed photo or a busy background, add a horizontal bar using a color from the Sisters of Mercy color palette, and use the white version of our logo for contrast. If space is limited, use the single line version of the logo and consider having Sponsored by: next to our logo in white. Examples are shown on the right to demonstrate this system. Example of a brochure for a ministry with the Sisters of Mercy logo on the back If you have any questions, please contact your sponsoring Community s communications department. Example of a website for a ministry with the Sisters of Mercy single line version of the logo on the bottom right Sponsored by: Sponsored by: Sample notepad for a sponsored ministry with our primary logo Sample brochure cover for a sponsored ministry with single line logo Sisters of Mercy of the Americas Abridged Public Image Usage Guide 4

5 Sponsored Ministries (cont d.) How to Update a Ministry Logo to Complement the New Sisters of Mercy Visual Identity It is not essential for a sponsored ministry to modify its identity to reflect the public image of the Sisters of Mercy, even if the ministry uses the former Institute cross. However, if a sponsored ministry using the former Institute cross wishes to make a direct visual connection to the Sisters of Mercy, it should use the standardized system demonstrated on the right. Please contact the sponsoring Community to have your identity designed and formatted. Examples of ministry logos sponsored by Sisters of Mercy Sisters of Mercy of the Americas Abridged Public Image Usage Guide 5