THE BUILDING BLOCKS OF THE YMCA BRAND - YMCA Canada

Version 1.3 11 May 2012YMCABrandCamp.ca will always have the most up-to-date set of YMCA Brand Guidelines.Page 3.17 | Visualizing the YMCA BrandPhotographyPhotography conveys our brand personality.Our imagery reflects our brand attributes andhelps us stand out in the community.Our imagery is:about peoplecolourful and vibrantauthentic and naturalin real environmentsbright and positivesingle powerful imagesnot about objects, equipment or buildingsnot black and white (unless limited by application)not stagednot in studios or close cropped without backgroundsnot dark and moodynot collages of multiple small photosOur visual system uses twodistinct styles of imagery fordifferent purposes.These two styles arereferred to here as “Acommunity of individuals”and “YMCA in action”.A community of individualsThis image style portraysthe individuals who makeup the YMCA’s diversecommunity. The imagesare warm, bright, authenticand portray the YMCAas positive, inclusive andhuman. Showing subjectswith direct eye contactwith the camera createsengagement and a personalconnection.The “individuals” image styleis used in:• Brochure or report covers• Posters• Advertisements• Presentation title pages• Website homepages• Newsletter mastheadsChecklist for “Individuals” imagery:Is the subject lookingdirectly into the camera?Does the subject havea positive expression?Is the colour vibrant?(see page 3.19)Is there a sense of lightand brightness?Does the subject seemauthentic and not a model?When using stock photography, it isimportant to use "real" looking peoplerather than models to ensure a genuineand accessible feel.