REVISED JULY 20, 2010

REVISED JULY 20, 2010

We will breathe easier when the air in every American community is clean and healthy. We will breathe easier when people are free from the addictive grip of tobacco and the debilitating effects of lung disease. We will breathe easier when the air in our public spaces and workplaces is clear of secondhand smoke. We will breathe easier when children no longer battle airborne poisons or fear an asthma attack. Until then, we are fighting for air.

ONE GOAL: The Importance of a United Brand A brand is a promise. A brand is an asset. The American Lung Association brand is the unique mix of people s awareness, trust, goodwill, associations and attachments to our organization. The brand affects what they believe, who they call with a need, and whose work they support with limited philanthropic time and resources. A strong and compelling brand is essential. It is not a mental exercise or a marketing campaign. It is a vital component of our organization and its strength and clarity directly impact our success in fulfilling our mission. How do you build a brand? Repetition. Brand value emerges as all messengers tell our story consistently. When an effective message is presented in a disciplined, passionate and consistent way, the whole becomes greater than the sum of its parts. Building a strong brand requires discipline. The key component of a unified national image is unified national behavior. This entire guide functions as a toolbox that people throughout the organization can use to maintain a strong and effective brand image. Toolbox items include: refreshed logo files, templates and other tactical pieces to better equip the American Lung Association in communicating with the outside world. Perhaps more important, is the inclusion of a simple, clear and focused articulation of the American Lung Association brand. All of these components aim to equip every single person in the organization with the tools necessary to help build the brand through focused repetition that will help ensure another century of making an enormous difference in the health of people across the country.

ONE PROMISE: Who We Are. Why We Are Here. In a century of existence, the American Lung Association has accomplished many important goals. We were founded to lead the fight against tuberculosis, and have stepped forward to lead the fight for many critical lung health issues today. We have benefited from generations of passionate volunteers and leaders whose passion for the Lung Association continues to fuel our mission to prevent lung disease and promote lung health. Over the years, however, the public s perception of the Lung Association has been diluted. Research has informed us that while the Lung Association enjoys nearly universal awareness (96 percent) and that people value the work we do, they do not recognize our organization as involved in these important activities. As our message has become less sharp, the crowded field of strong non-profit organizations has turned up the volume. In many cases, we have been crowded out of the public s minds. Moving into a new century of service, the need for the work of the American Lung Association is greater than ever. If we are to enlist the volunteers, donors, supporters, believers and partners that are critical to our success, we must find new ways to communicate our passion and mission. A New Way to Think About Our Mission This section contains what is perhaps one of the most useful tools in the one-brand toolbox: a concise and powerful way to explain who we are and the urgency of our mission. One of the most effective communications channels is our everyday interaction with the communities we serve. Every person within the Lung Association must be able to answer the question: So what does the American Lung Association actually do? We all have different strengths and experiences, and there are as many varying answers to that question these days as there are passionate Lung Association people. As we move into a second century of service we must have a very clear brand focus and strategy The American Lung Association s next-century brand platform is best illustrated with a circle of four quadrants. Each of the four quadrants represents an equally important component of our public image. Keep in mind these don t necessarily represent the apportionment of budget priorities or programmatic decisions. The quadrants reflect the important components of our story as an organization and provide a guide to disciplined, concise and effective communication. 2

The Next-Century American Lung Association Platform The Healthy Lungs side of the circle is divided into adult lungs and child lungs and represents our work that traditionally involves individuals or society s concern for the individual: Researching cures for lung disease, advocating for research and healthcare funding and offering smoking cessation programs falls within the adult lung quadrant and is what we are best known for by the public. The child lung quadrant is where we find our work in smoking prevention and childhood asthma education. The Healthy Air side of the circle is divided into outdoor air and indoor air and represents our work that traditionally involves communities. Our work in advocating to reduce air pollution falls within the outdoor air quadrant while our work in enhancing smoke free laws falls within the indoor air quadrant. Ultimately, our brand story is divided into four component stories that tell less about us and more about the people we help. These stories are not program driven, they are impact driven. When talking to potential partners or community leaders, or in writing a newsletter or press release, it is extremely helpful to imagine the four quadrants as the framework for how to communicate what we do. It is important to ensure that all four quadrants are equally weighted. Half of our focus is healthy lungs, and half of our focus is healthy air. Half of our lung disease mission is child-focused, and half of our air-quality mission is indoor-air oriented. So what does the American Lung Association do? You could simply say, We fight the diseases (healthy lungs) and poisons (healthy air) that harm the lungs of our families and communities. Or you could invite them to help with the new value proposition. The new platform means there are now numerous ways to tell our whole story concisely and compellingly. 3

When you join the American Lung Association in the fight for healthy lungs and healthy air, you help people suffering today and keep America healthy tomorrow. American Lung Association Tagline As we have been working to add clarity to our message and mission, we have also been working to restore the urgency it had during the fight against tuberculosis that unified the nation behind our cause. Today, not enough people are angry about lung disease, teen smoking, industrial polluters or secondhand smoke. These are all deadly problems and the Lung Association is turning up the volume on our message. The first sign of this new urgency is the new tagline, Fighting for Air. For internal and external audiences, the new tagline is an important signal. It evokes a personal struggle for breath. It communicates the lesser-known healthy air half of our brand platform. Fighting injects passion and determination. It casts us as an underdog organization working to push our causes ahead in the national conscience. It moves the focus from who we are to what we need help doing. Our new value proposition summarizes what we are asking for when we ask for people s help: When you join the American Lung Association in the fight for healthy lungs and healthy air, you help people suffering today and keep America healthy tomorrow. Both remind us that, at its core, the American Lung Association is asking people to join our very important fight. 4

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ONE PRESENTATION: New Graphic Standards for a New Century of Strength Graphic standards are essential in defining our organization. The American Lung Association s graphic standards were developed to help the organization present a nationwide unified visual image. By following these design standards we will communicate a consistent one-organization look across all media channels: print, electronic media and video. In this way, we reinforce our identity, magnify our impact and gain instant recognition with the millions of people we reach every day. By working to present a seamless and unified look as an organization, we tell the world we share a common goal. The graphic standards provide guidelines for all graphic and visual materials that display the American Lung Association signature. The signature is the authorized combination of our double-barred cross and name as a single identifying unit. We reinforce our brand through the consistent use of this signature in a coordinated graphic design style shared by the national headquarters and every other Lung Association. In this way, every piece produced in one office benefits everyone else in the organization. Implementation relies upon the people responsible for producing all materials in every association. These standards set forth guidelines and principles to help us gain a consistent, easily recognized identity. The Origins of Our Logo The American Lung Association logo consists of a mark (the double-barred cross) and logotype (our typeset name) combining to form a signature. Used wherever corporate identification is necessary, the signature should never be altered in any way. The mark and logotype must always be used together. The mark is a variation of the Cross of Lorraine. At one of the first International Tuberculosis Congresses held in Berlin in 1902, the assembled delegates decided that because tuberculosis was so rampant, they should declare literal war on this devastating disease. They agreed on this battle standard after the representative from Lorraine suggested that they should use this symbol, as many victories for the French on ancient battlefields were attributed to carrying this Red Icon into the fight. Our new brand platform restores the intensity of a passionate fight to our identity. 6

The 2008 Logo Revision As part of the 2008 brand standards revision, we have restored the mark. After decades of use and copying, the mark had lost its proportionality, symmetry and crispness. The cross has been rebuilt to a proportional grid and is now available for use. We have also added to the toolbox an approved dimensional logo that uses shading to emphasize the proprietary shape of the cross. This execution is especially striking in online uses. The spacing in the logo text has also been addressed, so that it, too, now has a more spread-out and symmetrical configuration. TIMELINE: The new logos are available for use immediately. No new materials are to be ordered with the old logo, but pre-existing uses (including building signage) may stay in use through the end of 2009. IN TENNESSEE NOTE: To deliver maximum equity to the national brand, the national logo with the Fighting for Air tagline is most preferred. It is also permissible to use the American Lung Association logo with no tagline or state designation. The state designation is for use when localization can enhance the impact of our efforts, such as stationery applications or development appeals. 7

Key Standards For Using the Logo Effective executions are ones that are consistent across the organization. The following requirements govern the use of the Lung Association logo in all media. 1. Wherever possible, the logotype should be printed in black type with the doublebarred cross in the approved red. PREFERRED TWO-COLOR VERSION ALTERNATE BLACK AND WHITE OPTION 3. The preferred use of the signature is flush left with a stacked logotype. This orientation is the boldest and is the easiest to read. An alternative is the horizontal signature, which is provided to give you broader design flexibility. 4. Always use the registered symbol. The copyright registration symbol should always appear in the lower right corner after the N. In the stacked signature, leave a space that is the width of the I between the mark and the logotype. 5. In most cases the logo should appear against a white background. Exceptions to this standard, such as reverse or knockout applications should be done judiciously, to ensure maximum legibility. 6. No other art is to be appended to or overprinted on the logo. The approved red can be achieved in the following ways. PMS 485 CMYK = C 0 M 100 Y 91 K 0 RGB = R 237 G 28 B 46 HEX = #ed1b2d A black double-barred cross with a black logotype is preferred when red is not available. Do not use the double-barred cross in any color other than red or black. 2. Do not retype or alter the signature. Always use an approved graphic from the national office, and never change the alignment, adjust the size relationship of the logo and the type, rearrange the elements or embellish the signature. 7. Use of the Cross of Lorraine independent of the name is limited. For maximum recognition and consistent branding, the American Lung Association name with the Cross of Lorraine logo lockup is always preferred. However, in certain situations it may be permissible to use the Cross of Lorraine independent of the American Lung Association type. Such examples might include lapel pins or other apparel applications. To maintain the integrity of the brand, all designs using the Cross of Lorraine independent from the American Lung Association type must be approved by National Headquarters. Contact: Jean Haldorsen, Director of Creative Services, jhaldorsen@lungusa.org. 8. Do not authorize any third party to use the logo without the permission of the national office. Once you have received the approval to share the logo, the party must agree to the following terms: 8

The attached logo is the American Lung Association official trademark. Its use is reserved for official publications or other approved publications. Use of this logo without prior approval is prohibited. No other uses of our logo are authorized without prior approval of the American Lung Association National Headquarters. The logo should not be displayed, reproduced or distributed alongside any content that is obscene, indecent, deceptive, or otherwise violates any law or the rights of any third party. You must also agree to adhere to the specified guidelines when using the American Lung Association logo. The logo will be emailed to you in electronic format. Resizing the logo is allowed. However, proportions must remain the same. The space immediately surrounding the logo should remain clear. Please ensure that a minimum area of clear space surrounds the logo and that the logo is never used smaller than 1 inch in width. The American Lung Association will not be responsible for: any content which appears on your publication; any of your actions or omissions in maintaining or allowing access or use of your publication and its content; or the use by third parties of your publication. You hereby agree to indemnify, defend and hold harmless the American Lung Association and its officers, employees and volunteers from and against any and all claims, demands, causes of action, losses and liabilities, including, without limitation, reasonable attorneys fees and costs arising out of any breach of these terms or the operation or use of your publication except, and then only to the extent that any such matter arises solely and exclusively from claims for trademark infringement, as to the use of the American Lung Association logo. If being provided for online use as a link back to the organization s web page, the logo usage must be approved by the national office and must follow the online policy and guidelines for the American Lung Association and honor the organization s privacy policy. For details, contact webmaster@lungusa.org. 9. Do not create a Spanish Language logo. Because of the increasing need for Spanish language material, we have developed a Spanish-language tagline. The new Fighting for Air tagline is best translated as Luchando por el Aire. This translation emphasizes our continuing fight in advocating and striving for healthy lungs and healthy air. The English logo and tagline lockup should be the primary graphic; the Spanish tag may added to text or as a headline to a Spanishlanguage article or press release.* The American Lung Association name should not be translated into Spanish, except as an explanation, in parenthesis, following the English name: American Lung Association (Asociación Americana del Pulmón). Our telephone phone number is better understood by Spanish-speakers when used in numbers rather than letters (1-800-LUNGUSA): 1-800-586-4872. * Although a previous translation, Protegiendo el aire que nos rodea described our objective to protect the public from lung disease, it did not completely stress the idea of fighting for air. This Guide is a fluid document and will be amended as our mission goals continue to evolve. A new brand element available for use is a dimensional, two-color version of the Cross of Lorraine. This energetic and dynamic alternative is especially effective in online and e-mail uses. 9

Naming Convention A key component of the 2008 brand and graphic standards revision was the development of a solution to the regional naming convention. Chartered and constituent associations, at the time, found their regional organizational names cumbersome and irrelevant to their target audiences. Yet many saw some existing equity in a local designation. Ultimately, however, long-term success of the Lung Association requires simplicity and uniformity. The public sees us as one organization, and we must reinforce that differentiating strength. We are taking a page from the brand strategy at work in the retail franchising world, and regardless of our operating or business structure, we are moving toward a clean, unencumbered nationwide brand. The result was the development of three logo options available for immediate use: 1. The national signature. This is the simple signature with no subservient information. 2. The tagline lock-up. This is the preferred use for literature and other communityfacing tactics. It communicates the new urgency of our mission, and may inspire passive audiences to take a second look at the passionate work of the American Lung Association. 3. The state name lockup. This signature provides entities an option for harnessing any local equity as we transition to a more cohesive and clear nationwide brand. (Only state name lockups will be available. Organizations may apply to be considered for an approved metro-area lockup in extenuating circumstances, e.g. a large market split evenly into two states.) The state-name lockup strategy has several key advantages: The use of in adds intentionality and communicates the organization is in the particular state with a mission. The use of in over of begins to shift the community s perception of the American Lung Association s presence from a local organization to a local office of a nationwide organization. Again, it is important to point out that the operating structure of the entities is not part of the marketing strategy. The need to move to a consistent nationwide brand exists no matter the organization of all the parties. There will certainly be numerous tactics that include the Chartered and Constituent organization name...it will just no longer be locked up in an alternative logo. TIMELINE: The new logos are available for use immediately. No new materials are to be ordered with non-compliant naming, but pre-existing uses may stay in circulation through the end of 2009. IN TENNESSEE 10

1 UNITS IN COLORADO IN ALABAMA IN COLORADO IN DELAWARE IN KENTUCKY Web and E-mail Addresses As web and e-communications take leading roles in marketing communications, the pressure on us to act as one online entity is mounting. As the organization implements a new web strategy, the American Lung Association is planning a migration to a national URL and e-mail server. This will provide everyone in the organization with an @LungUSA.org e-mail address. The same will be true for web pages. We are working to provide a web page resource that will help chartered and constituent associations create easy-to-find pages at a national single portal. The benefits are clear. The plan eliminates the operational e-mail address confusion across our organization, and it will also infuse our brand with unity and polish. The common web address will minimize the confusion among our target audiences about who we are, where to find us, and how to help. Once the migration is complete, all Lung Association web presence will have the following structure: IN CALIFORNIA E-Mail Addresses [firstname.lastname]@lungusa.org example: john.doe@lungusa.org IN NEW YORK Web Addresses www.lungusa.org/[state abbreviation] example: www.lungusa.org/tn IN PENNSYLVANIA 11

Stationery Our stationery is one of the principal carriers of our identity. Letterhead, envelopes, business cards and labels are often the first contact the public has with the American Lung Association. Because it is so widely seen, the stationery should be uniform throughout our organization. Color Palette The official red mix has changed from PMS 185 to PMS 485. The new red and black are the primary colors in our family of brand colors. They are the only colors acceptable for use, when it comes to the logo itself. You ve also no doubt noticed that a pale grey and a pale blue play secondary roles in many of our designs. We have provided more specific information on these colors (PMS 284, PMS 429) so you ll have a resource for effectively matching them. Finally, we have added to the American Lung Association Color Palette slightly darker versions of the red and blue, as well as a new muted yellow. These colors all work together to create a more contemporary feel that lays the groundwork for a brand that extends well beyond our often clinical image. Rules of Thumb for Color Usage 1. White is still our lead design color. American Lung Association layouts are typically most brand compliant when white is the most prominent color. BUSINESS CARDS PMS 1807 PMS 123 PMS 376 PMS 285 Full Name Official Title American Lung Association 0000 Address and Suite go here City, ST 00000 Phone: (000) 000-0000 Fax: (000) 000-0000 name@lungusa.org www.lungusa.org Regional Name Serving State, State, State, State, State, Full Name Official Title American Lung Association 0000 Address and Suite go here City, ST 00000 Phone: (000) 000-0000 Fax: (000) 000-0000 name@lungusa.org www.lungusa.org Regional Name Serving State, State, State, State, State, Primary Color PMS 485 CMYK C=0 / M=100 Y=91 / K=0 RGB R=237 G=27 / B=46 HEX #ed1b2d Secondary Colors C=0 / M=100 Y=96 / K=28 C=0 / M=24 Y=94 / K=0 C=56 / M=0 Y=100 / K=0 C=89 / M=43 Y=0 / K=0 80% 60% 40% 20% 80% 60% 40% 20% 2. The logo is always the star. If additional colors create an effect in which the eye is no longer drawn strongly to a clean presentation of the logo, they are likely overused. 12 PMS 284 PMS 429 C=55 / M=19 Y=0 / K=0 C=3 / M=0 Y=0 / K=32

REGIONAL INFORMATION STATIONERY CARDS this would include the regional descriptor and the states being served. American Lung Association 0000 Address and Suite go here City, ST 00000 Phone: (000) 000-0000 Fax: (000) 000-0000 www.lungusa.org/state REGIONAL INFORMATION this would include the regional descriptor ans the states being served. American Lung Association 0000 Address and Suite go here City, ST 00000 Phone: (000) 000-0000 Fax: (000) 000-0000 www.lungusa.org/state POWERPOINT TEMPLATES FAX SHEET FAX SHEET Fighting for Air. Examing the future relevance of our unified brand. TO FROM TOTAL NUMBER OF PAGES (INCLUDING COVER) DATE SUBJECT 13

TYPEFACES GILL REGULAR ABCDEFGHIJKLabcedfghijklm This is one of the faces suitable for American Lung Association materials. GILL ITALIC ABCDEFGHIJKLabcedfghijklm This is one of the faces suitable for American Lung Association materials. GILL BOLD ABCDEFGHIJKLabced This is one of the faces suitable for American Lung Association materials. GILL BOLD ITALIC ABCDEFGHIJKLabcedfghij This is one of the faces suitable for American Lung Association materials. VERDANA REGULAR ABCDEFGHIJKLabcedfghij This is one of the faces suitable for American Lung Association materials. VERDANA ITALIC ABCDEFGHIJKLabcedfghij This is one of the faces suitable for American Lung Association materials. VERDANA BOLD ABCDEFGHIJKLabcedfg This is one of the faces suitable for American Lung Association materials. VERDANA BOLD ITALIC ABCDEFGHIJKLabcedfg This is one of the faces suitable for American Lung Association materials. Text Formatting Formatting and layout guidelines for American Lung Association materials are geared towards readability and efficiency. 1. Verdana is the American Lung Association s font of choice for text. This easy-to-read font is universally available on computers, works well in print and on the web, and is compatible with the fresh and clean feel of the Gill Sans in the logotype. 2. Use a single space after a period and before the beginning of the next sentence. Some characters like A, W, V, and T may need additional leading, depending on the software program. 3. Maximize white space for readability, both online and in print. The average length of a line should not exceed 60-66 characters (including spaces). If you have more than 500 words, use multiple columns. Set opening paragraphs flush left. In continuous text, mark all paragraphs after the first with an indent of at least one en space. Indents should be a minimum of one em space, and a maximum of one lead. Never begin a page with the last line of a paragraph. 4. Minimize the appearance of hyphenations. When splitting a word, leave at least two characters behind and take at least three forward. Avoid more than three consecutive hyphenated lines. Do not hyphenate American Lung Association. 5. For abbreviations and acronyms in the midst of normal text, use unspaced caps. Examples: COPD, CDC. Exceptions: two-letter acronyms and acronyms that stand for personal names. 14

6. Follow the American Lung Association s style for dashes. Use spaced en dashes rather than closed-set em dashes to set off phrases. Use closed-set en dashes between digits to indicate a range. Example: 3 6 PM. If used in the midst of running prose, it may be better to use the preposition to instead. Sub-logos American Lung Association staff and volunteers are remarkable in their commitment and dedication, and nowhere is this more clear than in their creativity in developing fundraisers and community outreach programs. These efforts have been critical to the organization. The Freedom from Smoking logo is a great example of a program logo that embraces the standards effectively and compellingly. It uses the approved colors, uses a white background for a clean look, and uses the signature in a prominent and unaltered way. Many of these efforts include the use of volunteer designers for program logos and materials. If this is the case for your event or program, please provide the designer with a copy of this guide for the following requirements for sub-logos. 1. Locally-created logos should be type-only, with no icon. While nationally sanctioned programs and events may have logos that include imagery, non-national efforts should not, in the interest of reducing clutter in the public eye. 2. Use the existing design standards in the development of any sub-logo. Important rules to remember are the color palette and the commitment to a clean look with white space. And perhaps most important is the prohibition against altering the signature. 15