Acts of Kindness

Branding Guide
Through performing acts of kindness throughout Westerns campus and Bellingham we
will encourage empathy among students. Life on campus is straining and we seek to be a
positive force among our peers through doing small things to make a big difference.

Table Of Contents:
Brand Position. 3
Brand Personality....3
Brand Voice..4
Club Assets and Guidelines...6

Brand Position
Westerns Acts of Kindness Club utilizes its ability to
spread positivity and happiness through campus. It is our
purpose to encourage support among students and build
our community.

Brand Personality
Western Washingtons Acts of Kindness club is geared
toward growing a positive and uplifting atmosphere on
the clubs campus. We believe that through the little
things and acts that we make everyday, we can make a
difference at Western and in the world.

Brand Voice
Our goal is to show students all throughout campus
that we are here to support them and encourage them
to support each other. We do this mainly through
outreach programs. Because our club is all about
showing support through acts of kindness we want to
make sure we act.

Tone: In all written or verbal communication we

assume a tone that is supportive and encouraging.
We dont claim to dont claim to have all the answers
to yours issues but we want to be there to uplift you
in tough times or smooth sailing.

Framing the message: We want to be heard but we

also dont want to be too aggressive. Our goal is to
avoid leaving anyone out. We want to include
everyone and make all people feel welcome through
language that is supportive in general. The way to

succeed is getting people to share stories of

spreading the acts of kindness on various social
media outlets.

Words associated with brand voice: Happy,

energetic, supportive, kind, peaceful, inclusive,
encouraging, inspirational, community, creative and
simplicity.

Club Assets and

Guidelines
Fonts:
Our go-to font is Helvetica, it is a crisp, clean and easily
readable font. Our other font, is a serif font called
Cambria. It should be used for print documents like press
releases. Our logo employs Helvetica in its lettering, and
we use the same font in the majority of our work to keep a
cohesive and simplified image.

Sans Serif: Helvetica

Serif: Cambria

Colors:
We have chosen blue, orange and purple to represent our
club because we feel that they encompass the spirit of
our club. Blue and purple are the colors that represent
suicide awareness, so we wanted to incorporate them
into our color scheme. We have chosen these specific
colors to represent our Club and our mission.

Blue: CMYK ( 62/70/0/0)

Orange:CMYK (0/39/100/0)

Purple: CMYK (63/6/0/0)

Logo:
Our logo utilizes our signature blue color, the classic
helvetica type and the iconic heart shape, which signifies
love and happiness. This logo should be the picture
representing the club on any social media platforms.
It should accompany all Acts Of Kindness documents, but
should not be stretched or altered in any way. It can
however, be used in black and white. The heart and WWU
may be used in solid black, while the AOK remains white.

Tagline:
The tagline, may accompany the logo on any AOK
document but is not required. It reads:
Little things make a big difference
What should you call us?
Our official club name is WWU Acts Of Kindness Club and
should be spelled out on first reference, but may be
shortened to AOK (all capital letters, no spaces or
periods) on second reference.