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It may seem silly, but branding is serious business. Companies spend big dollars on building a brand and then maintaining it. When we say Brand we’re generally talking about the logo, official colors, fonts, tone and language.

Think of McDonald’s: their brand hasn’t changed appreciably in decades. You don’t see a different logo on each McDonald’s as you ride through town. They’re all the same. Why? So the restaurant is instantly recognizable and to convey a continuity of experience.

It’s the same with us. All chapters should have a very similar look and feel and be using similar language. That way a person from Enid, OK will instantly recognize the AMBUCS name in Danville, IL and have a general idea of who they are and what they stand for. We are all different but we have a continuity of purpose – inspiring mobility & independence.

National AMBUCS Logo. Yeah, we’re a little crazy about it and how it’s used. It is important that nothing you produce appears to be coming from the national organization. If you are creating it (trailer, tshirt, brochure, sign), always use your chapter logo. However, if you need them, you will find AMBUCS and Amtryke logos with or without taglines on flickr. If you need a different format or size, contact ARC. Please use with caution.

Chapter logo. If you don’t have a chapter logo, contact ARC for a basic one or reach out to a local designer and have one made for you. Check out if you don’t already know of a resource.

TIP: When you resize a logo on the page, hold down the shift key so it maintains its aspect ratio (doesn’t get too skinny and tall or wide and squished). This works for any kind of image.

Colors. Both AMBUCS and Amtryke use the colors of the American Flag.

PMS 193C
R:187, G:19, B:62
C:19, M:100, Y:73, K:8
Hex: BB133E

PMS 282C
R:0, G:33, B:71
C:100, M:87, Y:37, K:51
Hex: 002147

We are using a few accent colors (non-official colors):

Light Blue
PMS 656 C
R:217, G:226, B:234
C:8, M:0, Y:0, K:6
Hex: D9E2EA

PMS 554 C
R:183, G:209, B: 227
C:27, M:9, Y:5, K:0
Hex: B7D1E3

Teal (website accent color)
PMS 631 C
R:0, G:165, B: 185
C:77, M:14, Y:25, K:0
Hex: 00A5b9

Font. Our logo is Arial Black so we used Arial frequently. Do feel free to use whichever font you like as long as it’s easy to read.

Tone and Language.  Always strive to be upbeat, empowering and inclusive with your tone and language.

Please be respectful when speaking of and to the people we serve. Address the person you are helping. Don’t assume that the person is not of sound mind. Always put the person first and the diagnosis or disability second, even when the sentence structure gets a bit awkward. Never a downs child or a disabled person.  Always a child with down syndrome or a person with disabilities. Say diagnosis not disease. Consider not mentioning the diagnosis when not relevant or just once rather than repeatedly. If you can, try to avoid labels altogether. You may want to talk about challenges (muscle weakness, trouble gripping) rather than stating the diagnosis. When in doubt ask the child, parent or adult recipient what they’d prefer. It is true that the standard for what is and is not acceptable changes over time and people have differing opinions. It is worth the effort to stay current.

When speaking of AMBUCS here are the most common mistakes. See the full Nomenclature document for more.

AMBUCS is always uppercase when talking about the organization or your chapter. Don’t leave off the S. Possessive is AMBUCS’.

Use Ambuc or Ambucs when you are talking about a member or a several members.

Chapter. Never club. See why in the Governance section.

We are a nonprofit charitable organization, not a civic service organization. You are a chapter of a nonprofit charitable organization.

Amtryke. Please drop the uppercase T. Please use the updated (2018) logo and tagline.

You can just use the ® symbol after the first mention of AMBUCS and/or Amtryke. No need to use them in every mention.