Values & Messaging Guidelines

1. Voice & Tone

Tone of Communication:

  • Confident & Inspiring - We speak strongly and optimistically about Canada's future.
  • Inclusive & Friendly - We welcome all people who share a love for this country.
  • Passionate & Energetic - Our words ignite excitement and enthusiasm.
  • Respectful & Constructive - We focus on solutions, not division.

Messaging Pillars:

  1. Stronger Together - Building unity through shared values.
  2. Proudly Independent - Celebrating self-sufficiency and resilience.

2. Visual Identity

Logos & Colors:

  • Primary Colors: Red and white (Canada's national colours) with navy blue or black accents for contrast.
  • Logo Usage: The official Elbows Up logo should be used consistently across all materials. Variations must maintain brand integrity.

Typography:

  • Headlines: Bold, modern, and easy to read (e.g., Montserrat, Open Sans, or similar sans-serif fonts).
  • Body Text: Clean and professional, ensuring accessibility.

Images & Design Elements:

  • Authentic & Dynamic: Use real, engaging photos of Canadians coming together.
  • Icons & Graphics: Canadian symbols such as the maple leaf, strong arms/elbows, and natural landscapes can be incorporated.
  • Avoid: Overly political or divisive imagery. Keep it positive and unifying.

3. Hashtags & Social Media Tags

Official Hashtags:

  • #ElbowsUp

Social Media Handles:

Ensure consistency across platforms when tagging the official Elbows Up accounts.

4. Facebook Events: Centralized & Local Approach

To ensure consistency while empowering local organizers, Elbows Up follows a hybrid model for Facebook events:

  • Main Elbows Up Facebook Page - This is the central hub for national updates, major event promotions, and community engagement. All official branding and messaging will be maintained here.
  • Local Event Pages - Organizers are encouraged to create their own Facebook event pages for local Elbows Up gatherings. This allows for better local engagement and visibility.
  • Cross-Promotion - Organisations should submit their event details to the primary Elbows Up page to maintain unity across all events. Aligned events will be shared to amplify reach while keeping the messaging consistent.
  • Branding & Messaging Consistency - Local organizers must follow our branding guidelines to ensure their event aligns with the Elbows Up mission.
  • A Facebook Event Guide will be provided to help with this.

This model allows for strong national branding and localized community engagement, ensuring Elbows Up events are recognizable, well-supported, and widely attended across Canada! 🇨🇦💪

5. Do's & Don'ts

✅ Do:

  • Keep messaging positive and forward-looking.
  • Highlight unity and shared values.
  • Use clear, professional visuals.

❌ Don't:

  • Use divisive or negative language.
  • Align with political parties or extreme views.
  • Overcomplicate messaging - keep it simple, clear, and engaging.

By following these branding and messaging guidelines, local organizers can ensure a consistent, powerful, and inspiring Elbows Up event across Canada! 🇨🇦💪

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