CWC Style Guide

THE CINCINNATI WOMAN’S CLUB

CWC Style Guide

January 2020

CWC Style

We have developed a clear, compelling style to help
members, prospective members, and the community
at large understand why our Club is unique, and why
it makes a difference.
It incorporates our mission and reflects the following
themes.

Educated

The women of the CWC are life-long learners
with broad and deep interests. We are smart,
resourceful, informative, and interesting, in and
of, ourselves.

Hospitable

Warm welcomes are the hallmark of the CWC
culture. Our members are energetic, collegial and
connective.

Philanthropic

Our connectedness to each other, and our
community provides opportunities to engage in a
variety of ways to make our community a better
place.

CWC Voice

Voice is how we bring the Club to life with words. It is
the way we present the Club verbally across all of our
communications consistently.

Tone of Voice

• Energetic, Smart, Informative
• Current, Warm, Inviting

Language

• Active Voice
• Educated, Professional, Straightforward
• Practical, Feminine

Voice Examples

Graphic Design

The design reflects the voice visually; each element is
designed to work in harmony with the others. It builds
on the design elements used in the 125 book, The Life
of the Future.

The CWC colors reflect the elements of our voice by
using bright primary colors, supported by feminine
accent colors.

The fonts are clean, bold, and easy to read.

The design uses block horizontal layouts with large,
high impact photos.

• Headlines convey main message
• Less text heavy with short declarative sentences
• Uses bullet points for emphasis

Fonts for Written Material

Primary Font—Palatino

• This serif font is clean and readable
• It works for both print and digital

communications and can be used for headlines
and body copy
• Bold version can also be used for headlines
• Italics version can be used for emphasis

Secondary Font—Verdana

• This sans serif font is also clean and
readable

• It works for accent copy or for a sub-
section of body copy

• Bold version can be used for sub-
headlines

• Italics version can be used for emphasis

Fonts for Written Material

Digital Fonts

We are using two Google fonts in the
new website design.

Merriweather
The primary font is Merriweather. It is
for headlines.

Lato
The secondary font is Lato. It is used for
body copy.

For both fonts, the bold version can also be
used for headlines.
Italics version can be used for emphasis.

Digital Fonts

Design-Colors

Our Primary Color is Blue.
• PMS 293

Secondary colors are used as
backgrounds or accents or in tandem to
support the primary color.
Secondary Color:

• PMS 9225

The Secondary Color is Grey.
• PMS Warm Grey 9

Design-Colors

Logo

The logo can be used with or without
the tagline.