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Brand Guide

Using This Site

Consistently sharing the Federation brand with your audience conveys the strength of our collaborative relationship. By sharing our logo and mission, you help Federation engage more people and raise more dollars on behalf of the community.

These pages provide tools to:

  • use the Federation brand consistently in your communications to your staff, your volunteers and to the community
  • use the Federation brand to strengthen Federation’s fund-raising ability on behalf of your organization
  • educate the public about Federation’s relationship to its local and overseas partner agencies
  • illustrate the work we do together through imagery and case studies

Visit the following links to get the tools you need to represent Federation consistently in all your communications:

Our Brand

About Federation

The Jewish Federation of Metropolitan Detroit is dedicated to serving the needs of the Jewish people locally, globally and in Israel. Federation is the community leader, and through its annual fund-raising campaign provides for a vibrant and secure Jewish community, now and in the future.

Federation and Its Agency Partners

Federation is the principle engine of Jewish philanthropy and planning in metropolitan Detroit. JFMD works in partnership with its network of agencies to serve the diverse needs of individuals and families in the local Jewish community, in Israel, and around the world.

Locally, Federation supports a family of 17 social service agencies, day schools and community organizations across metropolitan Detroit. Working with its national and global partners, Federation also impacts the lives of thousands of Jews throughout Israel, in the former Soviet Union and in 60 countries around the world.

Through its Annual Campaign, Federation raises and allocates funds to its partner agencies to provide critical assistance to those in need, including children, young adults, individuals with disabilities, seniors, the unemployed and the homeless. Federation also works to build and sustain a vibrant Jewish community, creating avenues for Jewish education and identity, fostering close ties to Israel and engaging the next generation of Jewish Detroiters.

Our logo establishes our presence in all communications. It is a symbol that MUST be present in all partner agency communications. Consistent use of the logo makes the JFMD brand more recognizable and strengthens Federation’s relevance to the community.

Making our mark

The core elements of our logo are the mark and the Jewish Federation logotype.

The Federation mark is visually powerful and deeply rooted in Jewish tradition

The meaning of our mark
  • The “umbrella” arcs (the rainbow) symbolize Federation as our community safety net
  • The flame symbolizes our history and Jewish heritage. It guides the eye upward, providing a sense of aspiration and optimism.
  • The menorah – with its clean, contemporary lines – suggests innovation and anchors our visual identity clearly in Jewish tradition.
  • Color: The use of two variations of blue, which is viewed as a traditional Jewish color, is both optimistic and approachable.

The mark itself may be used on its own as a graphic element to support the overall branded message as long as the whole logo is present as well. NEVER use it as a replacement for the full logo in your communications

Our logo is the cornerstone of our brand and must appear in all external communications by our partner agencies.

Just as the Jewish Federation of Metropolitan Detroit and its partner agencies work together to serve the community, so should our logos appear together in your key communications to the community. Co-branding builds brand equity and communicates the relationship between the Federation and its partner agencies.


When to use the “Supported by” Federation Partner Logo

Supported by logo

The Federation Partnership/Agency logo is the logo that should should be used on all of your branded materials. As a partner agency and recipient of Federation funding, this logo must be prominently displayed on your communication vehicles, including brochures and annual reports, posters, direct mail, advertising and other promotional materials, website, email and agency stationery.

Use the “basic” Federation logo with your agency logo as a shared signature on marketing materials where the Federation is actively partnering with your agency or sponsoring a specific program or event.

When to use the basic Federation logo

Basic Logo

The Federation mark and logotype are required and used in all Federation communications and in all communications where the Jewish Federation of Metropolitan Detroit is a direct sponsor of a program or co-host of an event.

Use the basic logo in all marketing materials where the Federation is actively partnering with your agency or sponsoring a specific program or event.

Otherwise use the “supported by” logo to show Federation’s relationship to your agency in your general communications materials.

Centered Logo

Centered Logo

The centered logo, available for both “Supported By” and basic versions, was developed to provide a smaller footprint without compromising clarity of the mark or readability of the logotype. It should be used in limited spaces in print, e-blasts and web applications where the primary horizontal logo does not fit.


Color and Typeface

Color: the full-color logo has two distinct blue colors chosen for their traditional Jewish association.

The Pantone Matching System (PMS) colors for printing on coated paper stock are lighter blue PMS 2995C and darker blue PMS 302C. For printing on uncoated stock the PMS colors and 306U and 302U.

Color swatches of Pantone 2995C, Pantone 302C, Pantone 306U, Pantone 302U

Use the two-color logo when prints with two or more colors and online.

When used on a dark background, white is preferable.

The all-black and all-white knock-out versions are permitted, but should be used only when no other option is available.

Minimum Size and “Clear” Space

Size: To retain legibility, the logo should be at least 2 inches wide or 144 pixels online.

A diagram showing the minimum width of the logo as 144px or 2 in.

“Clear space” is the width of the center flame in the logo.

A diagram showing the amount of clear space needed around the logo

When space is limited, the center logo should be used, but never smaller than .75 inches wide (or 225 pixels with your monitor set at a resolution of 300DPI).

brand-logo-space-limited

Logo Do’s and Don’ts

  • DO use the Federation logo according to the guidelines we’ve set here.
  • DO use the digital master when reproducing the logo. These files can be downloaded at (links)
  • DO use the 2-color version whenever possible. A one-color logo, an all-black logo and a white logo (for use in reverse) are also available.
Don't Use it this way
  • DON’T change the placement of the mark.
  • DON’T use the logotype without the mark.
  • DON’T use the logo smaller than the stated guidelines.
  • DON’T change the color of the logo to any color that is not specified in this guide (p.5).
  • DON’T place the logo on a background that is too close in tone.
  • DON’T change the font of the logotype.
  • DON’T add any elements into the logotype and/or the mark.
  • DON’T place other design elements within the stated “clear space.”
  • DON’T break the logotype into multiple lines.
  • DON’T superimpose the logo over a busy graphic.

Our Message

Consistent communications builds the understanding that the Jewish Federation and its partner agencies are a network. Stronger together.

Just as we value the Federation logo for its consistent visual message in print and digital media, our words are equally important. The following are various message appropriate, “drop-in” paragraphs for use in your print, social and verbal communications. Use this language to communicate what Federation is and does, as well as its relationship to your organization and the community

Use This When Communicating About Federation

The Jewish Federation of Metropolitan Detroit is the cornerstone of our Jewish Community. We are committed to taking care of the needs of the Jewish people and building a vibrant Jewish future, in Detroit, in Israel and around the world.

Use This When Communicating About Federation and Its Agency Partners

As the principle engine of Jewish philanthropy and planning in the Detroit area, the Jewish Federation of Metropolitan Detroit works in partnership with its network of agencies to reach and serve the needs of people at every age and stage of life in the Jewish community of Metropolitan Detroit, in Israel and around the world.

Locally, Federation supports a family of 17 social service agencies, community organizations and day schools across Metro Detroit. Working with its national and global partners, Federation positively impacts the lives of thousands of Jews throughout Israel, in the Former Soviet Union and in 60 countries around the world.

Through the Annual Campaign, Federation raises and allocates funds to its partner agencies to provide critical assistance to those in need, including individuals and families, seniors, people with disabilities, and the unemployed. Federation builds and sustains a vibrant Jewish community, creating avenues for Jewish education and identity, fostering close ties to Israel and engaging the next generation of Jewish Detroiters.

When you give to Federation, you invest in a network that works collaboratively to provide for the critical needs of our local and global community.

Use This When Communicating About Federation’s Annual Campaign

The Annual Campaign is Federation’s single most important vehicle for securing the welfare and vitality of the Jewish community, locally, globally and in Israel.Every dollar counts. Your Annual Campaign donation is allocated to Federation’s family of 17 local agencies and key national and overseas partners. A strong annual campaign assures a vibrant Jewish present and future, providing services and programs to our most vulnerable members and creating opportunities for Jewish identity-building, education and growth.

Locally. Federation and its network of 17 agencies create innovative programs to assist the needy, educate Jews of all ages, strengthen Jewish identity, and develop generational leadership that ensures a healthy and vibrant Jewish community.

In Israel. Your Annual Campaign donation supports at-risk and disadvantaged populations in Israel, as well as supporting Partership2GETHER, a program that connects the Jewish communities of Michigan with those of the Central Galilee, enriching and strengthening life in both regions.

Globally. Supporting Jews in the Diaspora, Federation dollars support programs and services for at-risk Jewish populations around the world and assist those making aliyah to Israel.

Use This When Communicating About How Federation and Its Agencies Serve the Community

Social Services
Addressing the critical needs of the community with services and programs that include psychological counseling for individuals and families, senior case management and residential housing, Holocaust Survivor assistance, emergency financial assistance and free loans, transportation, vocational counseling and training, healthcare access, and special needs assistance.

Jewish Continuity and Identity-building
Creating a vibrant Jewish life throughout Metropolitan Detroit by providing opportunities for Jewish congregational, day school, and adult education, Jewish camping, cultural and social experiences, and engagement of the next generation of Jewish adults on campus and after college.

Global Jewish Responsibility
Maintaining our deep bond with Israel and Jewish populations across the world through missions, cultural exchange opportunities, and programs to provide resources to at-risk populations.

JFMD Templates

Get the right materials for usage in your marketing presentations.

Powerpoint

Each department has a branded Powerpoint template.

 Jewish Federation of Metropolitan Detroit (Download)

 Jewish Federation and United Jewish Foundation (Download)

 Israel and Overseas (Download)

 NEXTGen Detroit (Download)

 Women’s Philanthropy (Download)

 Federation Security (Download)

Document Templates

 Meeting Agenda (Download)

 Memo (Download)

 Minutes (Download)

 Dual: Meeting Agenda (Download)

 Dual: Memo (Download)

 Dual: Minutes (Download)

Language

The Jewish Federation of Metropolitan Detroit is the cornerstone of our Jewish Community. We are here to take care of the needs of the Jewish people and build a vibrant Jewish future, in Detroit, in Israel and around the world.

We are here for today, for those needing help as well as those searching for connection. We’re here for tomorrow, too, and we strive to ensure a bright and vibrant future for our children and all future generations.

With your support, Federation is Here For Good.

Alt:

The Jewish Federation of Metropolitan Detroit is here to respond to the needs of today because we were here yesterday. With your help, we will be here for whatever comes tomorrow.

We’re here for Detroit, for Israel, and everywhere a Jewish heart beats.

We’re Federation. Here for Good.

Email Signature

Federation employees use a standard eMail signature.

» If you’re familiar with setting up a signature, click here to copy the sample email.

» Click here for instructions on setting up your signature in Outlook.

You Matter.

The help we provide to the Jewish community in Detroit, in Israel and around the world is not possible without your support. Choose your level of impact…