CPLC Brand Guide

Transcript

1. B R A N D G U I D E U P D A T E D J U N E 2 0 2 3
2. CORPORATE BRAND CLIENT & COMMUNITY BRAND PROGRAM & REGION BRANDING SUBSIDIARY BRANDS THE CPLC LEGACY BRAND PART I BRAND ITERATIONS 4 LOGO COLORS FONTS TYPOGRAPHY PHOTOGRAPHY PART II BRAND ELEMENTS 8 STATIONERY LOGO USE CAMPAIGN GRAPHICS SEPARATE BRANDING SOCIAL MEDIA MESSAGING PART III APPLICATION & USE 16 EMAIL MARKETING@CPLC.ORG WITH ANY QUESTIONS OR TO OBTAIN COPIES OF ANY MATERIALS IN THIS BRAND GUIDE. C O P Y R I G H T © 2 0 2 3 B Y C H I C A N O S P O R L A C A U S A , I N C . B R A N D G U I D E U P D AT E D M A R C H 2 0 2 3 2
3. B R A N D G U I D E PART I BRAND ITERATIONS Chicanos Por La Causa (CPLC) has a presence both in the communities we serve and the institutions where policies are created that affect the day-to- day lives of our clients. To resonate in these distinct contexts, CPLC’s brand has two main iterations: our Corporate Brand and our Client & Community Brand. These two brand identites leave enough flexibility to create unique brand systems for our programs, regions, and subsidiaries.
4. B R A N D G U I D E U P D A T E D M A R C H 2 0 2 3 Examples Corporate Brand DOMINANT DESIGN ELEMENT Emotional and aspirational client photography for marketing collateral CPLC logo for branding items and formal documents ILLUSTRATION No illustration required Bold, minimalist illustrations using Aztec tile motif may be used FONTS Andes only using CPLC typography COLOR SCHEME Primary and secondary colors only OR legacy color scheme (see p. 14) OR MARÍA ISABEL GUTIERREZ MPA SPECIALIST HUMAN RESOURCES 1046 E Buckeye Rd | Phoenix AZ 85034 W (602) 123-4567 C (480) 123-4567 maria.gutierrez@cplc.org cplc.org B U S I N E S S C A R D C O R P O R AT E & S P O N S O R S O C I A L M E D I A P O S T S B R A N D G U I D E ( T H I S D O C U M E N T ) Representing CPLC as a corporate entity and institution. 7 6 CHICANOS POR LA CAUSA  BRAND GUIDE  2020 PART I: BRAND ITERATIONS
5. Examples Client & Community Brand DOMINANT DESIGN ELEMENT Program-relevant illustration and aspirational client photography ILLUSTRATION Illustrations tailored to the audience and subject matter, in many cases featuring vibrant, colorful patterns and images inspired by Mexican culture FONTS Each program or event may use a custom headline font appropriate for the audience and subject matter. Andes using CPLC typography remains consistent for all other text. COLOR SCHEME Bold and vibrant use of full palette P R O G R A M F LY E R The specific illustrations, fonts, and photos on this page are examples of the style and type of patterns and images that can be used to represent Mexican heritage and services offered­ —each program and event may have its own unique variations. C O M M U N I T Y E V E N T B R A N D I N G S O C I A L M E D I A P O S T Representing CPLC as a grassroots community organization. 9 8 CHICANOS POR LA CAUSA  BRAND GUIDE  2020 PART I: BRAND ITERATIONS
6. NEW MEXICO 17 Locations across Texas and New Mexico CPLC offers the following FREE services: • Early Childhood services • School Readiness • Health services • Nutrition services • Parent involvement • Social services • Free transportation • Services for children with disabilities • Mental Health services Items needed for registration: • Check stubs for the preceding 12 months • Copies of W-2 or 1099 • Copies of Income Tax (1040) • Proof of public assistance such as TANF, SSI, Medicaid, unemployment benefits etc. • Current immunization record • Proof of mobility • One-on-one assistance on income documentation needed for registration MSHS Alice 1200 South Texas Blvd. Alice, TX 78332 (361) 851-6106 MSHS Carrizo 904 S. 5th Street Carrizo Springs, TX 78839 (956) 267-4242 MSHS Clovis NM 700 Sheldon St Clovis NM 88101 (575) 386-5099 MSHS Crystal City 209 Cypress Ave. Crystal City, TX 78839 (956) 267-4315 Eagle Pass 1 Farm Road 2030 (687) Eagle Pass, TX 78852 (956) 267-4314 MSHS Eagle Pass 2 2990 Diaz St. Eagle Pass, TX 78852 (956) 267-4311 MSHS Eagle Pass EHS 302 Balcones Blvd. Eagle Pass, TX 78552 (956) 267-4208 MSHS Floydada 802 N. 2nd St Floydada, TX 79235 (806) 370-2536 MSHS Laredo 515 Sierra Vista Blvd. Laredo, TX 78046 (956) 267-4237 MSHS La Mesa 110 Florida St La Mesa, NM 88044 (575) 386-5093 MSHS Lubbock 2003 Baylor St Lubbock, TX 79415 (806) 368-4501 MSHS Mathis 599 N. Highway 9 Mathis, TX 78368 (361) 878-5709 MSHS Mesquite, NM 205 NM Hwy 228 Mesquite, NM 88048 (575) 386-5440 MSHS Muleshoe 719 E. Gum Ave Muleshoe, TX 79347 (806) 370-2670 MSHS Pearsall 809 W. Frio St. Pearsall, TX 78061 (956) 267-7618 MSHS Plainview 1110 El Camino St. Plainview, TX 7972 (806) 368-4674 MSHS Uvalde 801 Vanessa St. Uvalde, TX 78801 (956) 267-4313 This institution is an equal opportunity provider and employer. Migrant & Seasonal Head Start Program Serving children of families employed in agriculture/farm work. Enroll your child FREE today! (6 weeks–compulsory school age) FROM LOGO TO BRAND SYSTEM CPLC’s various programs and regions benefit from having a unique brand (in addition to the broader CPLC brand) to better connect with the nuances of the specific communities we serve. In the past, this identity was visually represented by separate region and program logos. Moving forward, all CPLC region and program logos have been replaced with unique brand systems developed by or in collaboration with each region or program. CONSISTENT ELEMENTS OF CPLC BRAND ACROSS BRAND SYSTEMS UNIQUE ELEMENTS OF PROGRAM & REGION BRAND SYSTEMS LOGO TYPOGRAPHY COLORS STATIONERY HEADLINE FONT ILLUSTRATION PHOTOGRAPHY PROGRAM LOGOS O L D P R O G R A M F LY E R N E W P R O G R A M F LY E R O L D R E G I O N W E B S I T E N E W R E G I O N W E B S I T E REGION LOGOS DISCONTINUED: DO NOT USE NEW MEXICO Program and Region Branding 11 10 CHICANOS POR LA CAUSA  BRAND GUIDE  2020 PART I: BRAND ITERATIONS
7. Use to represent CPLC subsidiaries which benefit strategically from having a separate brand from CPLC. Examples Subsidiary Brands DOMINANT DESIGN ELEMENT Emotional and aspirational client photography for marketing collateral Subsidary logo for branding items and formal documents ILLUSTRATION None. FONTS Varied headline fonts as appropriate for audience and subject matter Andes for all other text using CPLC typography COLOR SCHEME Unique to each subsidiary WHEN TO USE Girls thrive in an all-girls’ environment.* Paving the way to college. Our graduates are thoroughly prepared to lead: Academically, personally, and experientially—to carve their own paths and shape their own futures. (602) 288-4518 I www.glaaz.org 715 W. Mariposa St. I Phoenix, AZ 85013 Located on 7th Ave., South of Camelback Rd. *Eisenkopf, G., Hessami, Z., Fischbacher, U., Ursprung, H. (2011) Academic performance and single-sex schooling: Evidence from a natural experiement in Switzerland. IT MAKES A DIFFERENCE CPLC’s subsidiaries have separate brands with shared visual language. Donations eligible for the AZ Foster Care Tax Credit of up to $500 for individuals or $1,000 for couples. Florence Crittenton is a safe home where girls and young women can heal from trauma—such as physical and sexual abuse, chronic neglect, homelessness, poverty, teen pregnancy, drug abuse, or mental instability. What can your gift provide? • A safe, healing home • Therapy and social support • Independent life skills • Care for teen moms and their babies • Fun activities and experiences so that kids can be kids “I came to FloCrit after spending three months in a juvenile detention facility...Without FloCrit, I don’t think I would be here today. I have a beautiful family that I wouldn’t have been stable enough to have without gaining the tools that were given to me by FloCrit to navigate through life.” —Ashley, former Florence Crittenton resident Transform their future. Give now at www.flocrit.org Your gift provides safety, hope, and opportunity. Students at Girls Leadership Academy of Arizona SAMPLE NAME CERTIFICATION LETTERS TITLE DEPARTMENT Address Line 1 | Address Line 2 W (123) 456-7890 C (123) 456-7890 email@cplc.org cplc.org F L O R E N C E C R I T T E N T O N G I R L S L E A D E R S H I P A C A D E M Y O F A R I Z O N A L A C A U S A C O N S T R U C T I O N 13 12 CHICANOS POR LA CAUSA  BRAND GUIDE  2020 PART I: BRAND ITERATIONS
8. With approval from Marketing, the CPLC Legacy Brand may be used for events and collateral specifically targeted to legacy audiences with a longtime association with CPLC. The CPLC Legacy Brand WHEN TO USE CPLC continues to honor our roots and those who built our organization by carrying on our Legacy Brand. V E R T I C A L L O G O H O R I Z O N TA L L O G O LEGACY LOGO CPLC LEGACY BROWN L: 25 A: 5 B: 12 R: 72 G: 55 B: 41 HEX: #473829 PANTONE 7554 C CPLC ORANGE L: 70 A: 30 B: 70 R: 247 G: 148 B: 30 HEX: #F7941E PANTONE 2013 C PANTONE 130 U LEGACY COLORS 15 14 CHICANOS POR LA CAUSA  BRAND GUIDE  2020 PART I: BRAND ITERATIONS
9. B R A N D G U I D E B R A N D G U I D E PART II CPLC’s consistent voice across our various brand iterations and systems builds trust in our organization. We create this sense of stability through consistency in the primary elements of our brand: logo, colors, fonts, typography, and photography. BRAND ELEMENTS
10. WHEN TO USE WHEN TO USE This is the secondary version of the CPLC logo. Use on dark or bold-colored backgrounds (including CPLC orange). This is the default version of the CPLC logo. Use on white or light-colored backgrounds. Logo V E R T I C A L H O R I Z O N TA L PART II: BRAND ELEMENTS All official CPLC documents use the CPLC logo. All official uses of the CPLC logo must be approved by the Marketing Department. 18 PART II: BRAND ELEMENTS 19 CHICANOS POR LA CAUSA  BRAND GUIDE  2020
11. WHEN TO USE Use in instances when only one color reproduction is available. V E R T I C A L H O R I Z O N TA L MONO LOGO PART II: BRAND ELEMENTS WHEN TO USE This is the secondary version of the CPLC logo. Use on dark or bold-colored backgrounds (including CPLC orange). V E R T I C A L H O R I Z O N TA L REVERSE LOGO 21 CHICANOS POR LA CAUSA  BRAND GUIDE  2020 21 20 CHICANOS POR LA CAUSA  BRAND GUIDE  2020 PART II: BRAND ELEMENTS
12. Colors CPLC TEAL L: 53 A: -21 B: -24 R: 4 G: 139 B: 168 HEX: #048BA8 PANTONE 3135 C CPLC MAGENTA L: 36 A: 63 B: -15 R: 164 G: 3 B: 111 HEX: #A4036F PANTONE 234 C SECONDARY COLORS CPLC BLUE L: 21 A: 0 B: -21 R: 21 G: 52 B: 81 HEX: #153451 PANTONE 302 C CPLC YELLOW L: 91 A: -15 B: 68 R: 239 G: 234 B: 90 HEX: #EFEA5A PANTONE 3935 C PANTONE 394 U ACCENT COLORS (CLIENT & COMMUNITY BRAND ONLY) PRIMARY COLOR CPLC ORANGE L: 70 A: 30 B: 70 R: 247 G: 148 B: 30 HEX: #F7941E PANTONE 2013 C PANTONE 130 U PART II: BRAND ELEMENTS WHEN TO USE All official CPLC documents must use the correct brand color scheme. Solid colors and color transitions may be used interchangeably. COLOR TRANSITIONS C P L C O R A N G E T O C P L C M A G E N TA C P L C M A G E N TA T O C P L C B L U E C P L C B L U E T O C P L C T E A L 23 22 CHICANOS POR LA CAUSA  BRAND GUIDE  2020 PART II: BRAND ELEMENTS
13. Fonts WHEN TO USE Use as the default for all external and internal marketing and communication pieces. Do not use for Email. Andes ExtraLight ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890()?!”;.,@#$%^&* Andes ExtraLight Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890()?!”;.,@#$%^&* Andes Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890()?!”;.,@#$%^&* Andes Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890()?!”;.,@#$%^&* Andes ExtraBold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890()?!”;.,@#$%^&* Andes ExtraBold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890()?!”;.,@#$%^&* Andes SemiBold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890()?!”;.,@#$%^&* Andes Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890()?!”;.,@#$%^&* ANDES Corbel Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890()?!”;.,@#$%^&* Corbel Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890()?!”;.,@#$%^&* Corbel Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890()?!”;.,@#$%^&* Corbel Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890()?!”;.,@#$%^&* Corbel Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890()?!”;.,@#$%^&* Corbel Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890()?!”;.,@#$%^&* CORBEL WHEN TO USE Use for all email communication. Use for all official CPLC legal and business documents. PART II: BRAND ELEMENTS 25 24 CHICANOS POR LA CAUSA  BRAND GUIDE  2020
14. WHEN TO USE Andes ExtraLight all caps 14-20 pt. Andes Black 30+ pt. Andes ExtraLight 14-20 pt. Andes Black all caps 14-16 pt. Andes ExtraBold all caps 8-12 pt. Andes SemiBold 12-14 pt. Andes Book 10-14 pt. HEADER Title Introductory Paragraph SUBHEADING 1 SUBHEADING 2 Subheading 3 Body text Andes ExtraBold all caps 10-14 pt. Andes Black all caps 30-60 pt. Andes ExtraBold all caps 10-12 pt. Andes ExtraLight 30-60 pt. Andes Book Italic 10-12 pt. Andes Book all caps 10-12 pt. Andes ExtraBold all caps 14-16 pt. SECTION NUMBER OR CATEGORY SECTION TITLE SUBTITLE OR CATEGORIES C A L L O U T H E A D I N G Callout body text 123 STAT EXPL ANATION Use these text styles for all CPLC-branded collateral, documents, and forms. A pre-formatted Word template is available to all CPLC employees at the Marketing intranet site. Corbel may be substituted for Andes if you do not have Andes installed on your computer. Typography All CPLC brand systems use consistent typography to visually convey the CPLC voice. 27 26 CHICANOS POR LA CAUSA  BRAND GUIDE  2020 PART II: BRAND ELEMENTS
15. WHEN TO USE CPLC uses historic B+W photography of the Chicano community in Arizona during the 1960s and ‘70s to represent our history and roots. WHEN TO USE All CPLC communications to funders, partners, clients, and the general public must use professional, high-quality, high- resolution photography whenever possible and appropriate. For help obtaining client or employee photography, email marketing@cplc.org CPLC Photography depicts individuals with dignity. It seeks to build a sense of empathy without looking down on the subject. HISTORIC PHOTOGRAPHY Photography 29 28 CHICANOS POR LA CAUSA  BRAND GUIDE  2020 PART II: BRAND ELEMENTS
16. WHEN TO USE WHEN TO USE CPLC uses color and B+W studio photography of our clients and community to emphasize an emotional connection to the subject. CPLC uses color photography of our clients and community in context to tell a nuanced story. CONTEXTUAL PHOTOGRAPHY STUDIO PHOTOGRAPHY 31 30 CHICANOS POR LA CAUSA  BRAND GUIDE  2020 PART II: BRAND ELEMENTS
17. B R A N D G U I D E B R A N D G U I D E PART III APPLICATION & USE As one of the largest Latino nonprofit organizations in the country, CPLC has a wide variety of programs and subsidiaries that provide our impact in the communities we serve. The following pages provide clarity on how to apply and use the elements of our brand across various settings.
18. WHEN TO USE All CPLC programs and departments use the same letterhead, business card, and email signature templates. To obtain any of these, email Marketing@cplc.org Stationery CHICANOS POR LA CAUSA 1112 E. Buckeye Rd. | Phoenix, AZ 85034 (602) 257-0700 cplc.org F R O N T E M P O W E R E D L I V E S B A C K LETTERHEAD BUSINESS CARDS EMAIL SIGNATURE Corbel Bold 18 pt. Corbel Bold 8 pt. Corbel 10 pt. Corbel Italic 10 pt. Corbel Bold all caps 8 pt. Corbel all caps 8 pt. All vertical lines dividing information are 7.5 pt. Corbel 10 pt. CPLC Logo (hyperlink to CPLC website) Maria Lopez PhD; She/Her PRO G R A M D I R EC TO R C PLC D E CO LO RES 1234 S. Sample St. | Phoenix, AZ 12345 W (123) 456-7890 | C (123) 456-7890 maria.lopez@cplc.org cplc.org MARÍA ISABEL GUTIERREZ MPA SPECIALIS T HUMAN RESOURCES 1046 E Buckeye Rd | Phoenix AZ 85034 W (602) 123-4567 C (480) 123-4567 maria.gutierrez@cplc.org cplc.org 35 34 CHICANOS POR LA CAUSA  BRAND GUIDE  2020 PART III: APPLICATION & USE
19. WHEN TO USE The CPLC icon can be used by itself only in limited cases. All uses must receive approval from the Marketing Department. Logo Use THE CPLC ICON WHEN TO USE Do not use obsolete logos for any new materials. Programs may continue to use existing printed materials that have one or more obsolete logos, but all new materials must use the new, approved logos. OBSOLETE LOGOS REQUIRES EVP APPROVAL VIA MARKETING 37 36 CHICANOS POR LA CAUSA  BRAND GUIDE  2020 PART III: APPLICATION & USE
20. WHEN TO USE Always leave space equal to or greater than the size of the “C” in the logo icon around the logo. Do not rotate, skew, or bend the logo Do not change the color of the logo (Without approval from the Marketing Department) Do not unevenly scale the logo Do not scale only one element of the logo Do not use the wrong version of the logo (see p. 18–21) Do not change any element(s) of the logo Do not change the text of the logo in any way Do not add any effects to the logo Chicanos Por La Causa Design Department LOGO CLEARANCE UNACCEPTABLE LOGO USE 39 38 CHICANOS POR LA CAUSA  BRAND GUIDE  2020 PART III: APPLICATION & USE
21. WHEN TO USE Campaign logos may be used to brand specific campaigns with approval from the Marketing Department. Campaign Graphics dreamers H E R E ’ S T O T H E A N N U A L R E P O R T 2 0 1 7 T H E C A U S E F O R CPLC campaigns may use unique graphics in addition to the main CPLC logo. These graphics do not replace the CPLC logo. PREVIOUS CAMPAIGN GRAPHICS 41 40 CHICANOS POR LA CAUSA  BRAND GUIDE  2020 PART III: APPLICATION & USE
22. WHEN TO USE This questionaire is the basis of determining whether to brand new entities with the CPLC brand or separately. SEPARATE BRAND QUESTIONAIRE Separate Branding Does your entity have a strong existing brand, and, if so, would switching to CPLC branding cause a loss in brand equity? (yes: separate brand; no: CPLC brand) Does your entity benefit from association with CPLC? (yes: CPLC brand; no: separate brand) Would association with CPLC cause a risk to your brand? (yes: separate brand; no: CPLC brand) Would association with CPLC cause a risk to CPLC’s brand? (yes: separate brand; no: CPLC brand) New CPLC entities use the Separate Brand Questionaire to determine how to align with CPLC branding. 43 42 CHICANOS POR LA CAUSA  BRAND GUIDE  2020 PART III: APPLICATION & USE
23. WHEN TO USE All social media content by programs/services must be approved by the Marketing Department, including: • Facebook pages • Instagram • Twitter • Websites • Email repositories • Other social media Social Media CPLC programs have the option to submit content to the CPLC Marketing Department to post to CPLC’s social media pages. Fill out this form to make a social media request. Please refer to the following documents on the Marketing page of the CPLC Zócalo Sharepoint intranet site. CPLC SOCIAL MEDIA GUIDELINES CPLC SOCIAL MEDIA “WHAT TO POST” 1-SHEET CPLC SOCIAL MEDIA HEALTH CHECK FOR MORE INFORMATION TO MAKE A SOCIAL MEDIA POST REQUEST CPLC builds trust through a clear and consistent voice across a variety of social media channels and pages. 45 44 CHICANOS POR LA CAUSA  BRAND GUIDE  2020 PART III: APPLICATION & USE
24. VOICE CPLC’s voice in writing or when interacting with clients, funders, or the general public can be described by the following words: • Competent • Dependable • Easy to Understand • Empathetic • Helpful • Inspiring • Optimistic • Passionate CPLC’s voice should NEVER be any of the following: • Condescending • Confusing • Crude • Out of touch • Pessimistic • Profane • Unclear • Unprofessional MESSAGES CPLC COMMUNITY VALUES We believe in human dignity. Everyone deserves the power to live a meaningful life. Unfortunately, structural inequities create barriers for too many, closing off opportunities and fueling injustice. Our programs give individuals and families a seat at the table. OUR HISTORY Chicanos Por La Causa (CPLC) formed in 1969 to fight discrimination against the Mexican American community. Inspired by Dolores Huerta and Cesar Chavez, we advocated for equity in education, politics, and labor conditions. Today, CPLC provides services to people of all backgrounds while honoring our Mexican-American roots. With offices in Arizona, Nevada, New Mexico, and Texas, we impact more than 2 million lives every year. VALUES The CPLC brand is based upon the following board approved values: MISSION We drive economic and political empowerment. VISION Empowered lives Messaging IDENTITY TERMS The Latino community in the United States is broad and diverse. As such, a broad and diverse range of terms exist to identify this group of people, including “Chicano,” “Hispanic,” “Indigenous,” and “Latinx.” Chicanos Por La Causa uses the term “Latino” when addressing the general public. However, any of these terms may be used as appropriate based on context and the “Voice” guidelines above. PROGRAMS & SERVICES CPLC’s services are categorized in the following five Areas of Impact: HEALTH & HUMAN SERVICES • Behavioral Health • Domestic Violence • HIV Services • Immigration • Parenting • Senior Services • Substance Abuse HOUSING • Home Lending • Housing Counseling • Rural Housing • Single- and Multi- Family Housing • Supportive Housing Services • Utility Assistance EDUCATION • Early Childhood Development • Youth Enrichment • Community Schools • Scholarships • Adult Education • Teacher Appreciation ECONOMIC DEVELOPMENT • Financial Literacy • Small Business Lending • Workforce Solutions • Commercial Development ADVOCACY • Legislative Action • Policy Analysis • Historical & Cultural Education • Other initiatives created based on community need, including: ƒ DACA Tuition Equity ƒ US Census ƒ Public Transit ƒ Civil Rights ƒ Migrant Rights ƒ Human Trafficking ƒ Health Care AREAS OF IMPACT VS. PILLARS Historically, CPLC’s Programs have been categorized into four “Pillars.” Today, the term “Pillars” refers only to CPLC’s internal structure. For all public- facing communication, CPLC’s programs are divided into five Areas of Impact intended to make our services easy to understand to the general public. A program may fall under a different Area than Pillar, and programs offering multiple services may fall under multiple Areas. WHEN TO USE AREAS OF IMPACT Use the phrase “Areas of Impact” in all public-facing communication. PILLARS Use the word “Pillars” for internal communication. Areas of Impact 47 46 CHICANOS POR LA CAUSA  BRAND GUIDE  2020 PART III: APPLICATION & USE
25. EMAIL MARKETING@CPLC.ORG WITH ANY QUESTIONS OR TO OBTAIN COPIES OF ANY MATERIALS IN THIS BRAND GUIDE.