THE BUILDING BLOCKS OF THE YMCA BRAND - YMCA Canada

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Version 1.3 11 May 2012YMCABrandCamp.ca will always have the most up-to-date set of YMCA Brand Guidelines.Page 3.18 | Visualizing the YMCA BrandPhotography (continued)YMCA in actionThis imagery portrays YMCAmembers in learning activitiesand interactions that are fun andinteractive.This style shows the breadthand depth of our activitieswithin our communities.The primary use of the “in action”photography is in the bodycontent of materials:• brochures or reports• newsletters• web pages• presentations• newsletters“YMCA in action” style checklist:Does image show activity orinteraction?Is the mood positive?Is the colour vibrant?(see page 3.19)Is there a sense of light andbrightness?Does the scenario seemauthentic and not staged?The “in action” style is notlimited to body content andmay be used on covers, postersand advertisements whenappropriate.
Version 1.3 11 May 2012YMCABrandCamp.ca will always have the most up-to-date set of YMCA Brand Guidelines.Page 3.19 | Visualizing the YMCA BrandPhotography (continued)Stylized imageryA distinctive phototreatment adds vibrancyand can unify imagesfrom a variety of sources.Instructions for stylized imagery.To achieve distinct vibrancyfollow either of the two methodsoutlined below in Adobe®Photoshop.Photo manipulation should becompleted by a trained designeror photographer.Original imageAdjusted imageSet Image Layer One to opacity 50%.(This can be increased up to 75% fordesired vibrancy and contrast.)Duplicate Image Layer. SetImage Layer Two to overlay at100%.In many images, vibrancy can beachieved by simply increasing thesaturation levels in the hue/saturationmenu.
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THE BUILDING BLOCKS OF THE YMCA BRAND - YMCA Canada

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