STYLE GUIDE
Style Guide
Destination Imagination, Inc.
1111 S. Union Ave
Cherry Hill, NJ 08002
Destination Imagination, Inc. is a 501(c)(3) non-profit educational organization.
Copyright ©2013 by Destination Imagination, Inc. All rights reserved. Printed in
the United States of America. No part of this publication may be reproduced or
distributed in any form or by any means, or stored in data base or retrieval system,
without prior written permission of the publisher.
2
STYLE GUIDE
CONTENTS
This book is the official resource
for guiding organizational
communications with external and
internal audiences.
Mission and Vision . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Mission Statement . . . . . . . . . . . . . . . . . . . . 8
Vision Statement . . . . . . . . . . . . . . . . . . . . . 8
Standard Definitions . . . . . . . . . . . . . . . . . . . . . . . . .
Destination Imagination, Inc. . . . . . . . . . . . .
Destination Imagination Tournament . . . . . .
Elevator Speeches . . . . . . . . . . . . . . . . . . . .
Challenge . . . . . . . . . . . . . . . . . . . . . . . . . . .
9
9
9
9
9
Numbers and Figures . . . . . . . . . . . . . . . . . . . . . . . 10
Rules of Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Destination Imagination or DI? . . . . . . . . . 11
Destination Imagination, Inc. . . . . . . . . . . . 11
Destination Imagination, Inc. Programs . . . 12
Organizational Web Site . . . . . . . . . . . . . . 12
www.ShopDI.org . . . . . . . . . . . . . . . . . . . . 12
Challenges . . . . . . . . . . . . . . . . . . . . . . . . . 12
“Team” . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
“Volunteer” . . . . . . . . . . . . . . . . . . . . . . . . 13
Team Manager . . . . . . . . . . . . . . . . . . . . . . 13
“Interference” . . . . . . . . . . . . . . . . . . . . . . 13
Regional and Affiliate . . . . . . . . . . . . . . . . . 14
Competition Levels . . . . . . . . . . . . . . . . . . 14
The Creative Process . . . . . . . . . . . . . . . . . 15
Season . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Team Number . . . . . . . . . . . . . . . . . . . . . . 16
Destination Imagination Global Finals . . . . 16
Visual Identity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Logos for Print . . . . . . . . . . . . . . . . . . . . . . 18
Non-Commercial Usage . . . . . . . . . . . . . . . 19
Logos for Screen Printing . . . . . . . . . . . . . . 20
Rules of Use . . . . . . . . . . . . . . . . . . . . . . . . 22
Our Typography . . . . . . . . . . . . . . . . . . . . 24
Our Color Palette . . . . . . . . . . . . . . . . . . . . 25
Affiliate Logos . . . . . . . . . . . . . . . . . . . . . . 26
©2013 Destination Imagination, Inc. / 10.18.13 Style Guide 3
4
Dear Reader,
Welcome to the Destination Imagination Style Guide, our official guiding
resource for communicating with external and internal audiences. We hope this
will be a valuable resource as you support this wonderful organization.
Our Style Guide was created to alert you to copyright and trademark issues and
to establish the foundation of our brand identity. By adhering to the guidelines
presented within these pages, you will help our organization develop and
grow the Destination Imagination, Inc. brand. With our organization working in
unison—with a singular voice and streamlined visual identity—we will be better
positioned to grow Destination Imagination, Inc. into a household name.
The Style Guide focuses mainly on Destination Imagination, Inc. trade dress. For
matters of grammar, we recommend The Gregg Reference Manual: A Manual
of Style, Grammar, Usage, and Formatting, Tenth Edition by William A. Sabin,
published by McGraw-Hill/Irwin. For matters of style, please adhere to the most
recent edition of The Associated Press Stylebook and Briefing on Media Law.
If you have any questions about this resource or about Destination Imagination,
Inc. branding in general, please send an e-mail to branding@dihq.org.
Thank you for all that you do for Destination Imagination, Inc.
Sincerely,
Chuck Cadle
Chief Executive Officer
6
LANGUAGE
©2012 Destination Imagination, Inc. / 10.18.13 Style Guide 7
Mission and Vision
We recognize that Affiliates may have different mission and vision statements. These
statements are the official mission and vision statements of Destination Imagination, Inc.
Mission Statement
Our Board of Trustees has crafted a mission statement to define the organization’s purpose
and primary objectives. The mission statement should not appear in most external
communications; it should be used only when specifically requested, as in documents such as
grant applications. Our mission statement is our internal definition of our overarching business
goal:
Mission
To develop opportunities that inspire the global community of learners to utilize diverse
approaches in applying 21st century skills and creativity.
The Destination Imagination program encourages teams of learners to have fun, take risks,
focus, and frame challenges while incorporating STEM (science, technology, engineering,
and mathematics), the arts, and service learning. Our participants learn patience, flexibility,
persistence, ethics, respect for others and their ideas, and the collaborative problem solving
process. Teams may showcase their solutions at a tournament.
Vision Statement
A vision statement is designed to guide the organization and present our values to external
audiences. It presents a portrait of who we are, what we represent, and who we want to be.
Here is our vision:
Vision
To be the global leader in teaching the creative process from imagination to innovation.
8
Standard Definitions
These definitions are for common use. Using these definitions regularly, and exactly as
worded, will help strengthen our brand recognition. Imagine a hundred people all shouting
something different. Now imagine that same group of people shouting the same thing. If we
are consistent, and we all use the same language, it will resonate with audiences.
Destination Imagination, Inc.
“Destination Imagination, Inc. is a 501(c)(3) non-profit, volunteer-led, cause-driven
organization that creates programs to teach the creative process. The organization has more
than 1.5 million alumni around the world and more than 38,000 volunteers.”
Destination Imagination Tournament
“Destination Imagination is an educational program where student teams solve open-ended
Challenges and can present their solutions at tournaments.”
Elevator Speeches
An elevator speech is designed for verbal use, mainly as a brief, casual response to an
interested party. For our advocates, we offer these answers to the question: “What is
Destination Imagination?” Please note the difference between Destination Imagination, Inc.
(i.e., the 501(c)(3) non-profit) and the Destination Imagination program (i.e., the tournament).
Destination Imagination, Inc.
ƒƒ Destination Imagination, Inc. is a non-profit that helps students around the world learn
and experience the creative process from imagination to innovation.
ƒƒ We create programs that teach the creative process, so children can solve problems in
astonishing ways.
ƒƒ Our participants build a lifelong confidence in working together to solve any challenge.
Destination Imagination Program
ƒƒ Destination Imagination is a non-profit that helps students around the world learn and
experience the creative process from imagination to innovation.
ƒƒ We hold tournaments where student teams solve problems in astonishing ways.
ƒƒ Our participants build a lifelong confidence in working together to solve any challenge.
Challenge
“A Destination Imagination Challenge is an open-ended exercise that takes creativity and
teamwork to solve.”
©2013 Destination Imagination, Inc. / 10.18.13 Style Guide 9
Numbers and Figures
200,000
number of children that participate in Destination Imagination, Inc. programs annually
38,000
number of Destination Imagination, Inc. volunteers worldwide
1.5 million+
number of DI alumni
5 years
average length of participation in DI
7,000 – 8,000
number of schools involved in DI
48 states
number of U.S. states with DI teams
30+
number of countries that participate in DI
18,000
number of teams expected to participate in DI in 2013-14
16,000+
number of people who attend Global Finals
1,100+
number of teams at Global Finals
10
Rules of Usage (1 of 6)
These rules are to help make the Destination Imagination, Inc. trade dress consistent. These
are the most important and pressing rules, written for anyone who may write something
pertaining to Destination Imagination, Inc. programs.
Destination Imagination or DI?
The term “Destination Imagination” should be written in its entirety as often as possible.
“Destination Imagination” refers to the program, not the organization. Avoid abbreviation
unless the writing becomes cumbersome or awkward. If that is the case, write “Destination
Imagination (DI)” in the first instance and refer to it as “DI” afterward.
Additionally, Destination Imagination® should appear with a registered trademark (®)
symbol the first time it appears in any document. This requirement may be met by including
the registered trademark symbol in the header or headline of a document. If your word
processing software allows it, apply a superscript format to the registered trademark symbol.
There is no need to include the registered trademark symbol after the first instance. Here is an
example:
ƒƒ The 2013-14 Destination Imagination® (DI) season is underway. Many DI teams are
returning for another year of fun.
Note: “DI” is not a registered trademark.
Destination Imagination, Inc.
“Destination Imagination, Inc.” is used to refer to the organization, not the program.
Destination Imagination, Inc. Programs
Destination Imagination, Inc. programs should be written as they appear in the list below.
Several of our programs are registered trademarks. In regard to including the registered
trademark symbol with the following programs, please follow the guidelines offered in the
“Destination Imagination or DI?” entry.
ƒƒ Destination Imagination®
ƒƒ Rising Stars!®
ƒƒ projectOUTREACH®
ƒƒ DI University®
©2013 Destination Imagination, Inc. / 10.18.13 Style Guide 11
Rules of Usage (2 of 6)
Organizational Web Sites
www.DestinationImagination.org
The preferred format when the Destination Imagination, Inc. website appears in print is
“DestinationImagination.org.” This format allows external audiences to immediately link the
website with the organization; however, if the website appears in electronic communications,
write “http://www.DestinationImagination.org” to ensure the website will appear as a
hyperlink. Verbally, you may refer to this website as “Destination Imagination dot org.”
www.ShopDI.org
Destination Imagination resources may be purchased online at “ShopDI.org.” Please do not
refer to the website in writing as “ShopDI;” however, if the website appears in electronic
communications, write “http://www.ShopDI.org” to ensure the website will appear as a
hyperlink. Verbally, you may refer to this website as “Shop D-I dot org.”
Challenges
Destination Imagination, Inc. designs open-ended Challenges for its programs. Destination
Imagination Challenge types must be capitalized as follows:
ƒƒ Instant Challenge
ƒƒ Team Challenge
The noun form of “Challenge” should always be capitalized when it is portrayed as a
Destination Imagination, Inc. offering. We do not capitalize any other form of the word
“challenge.” Here are a few examples:
ƒƒ The team spent the weekend working on a solution for a Destination Imagination
Challenge.
ƒƒ The team has found the process challenging.
ƒƒ The Team Manager challenged the team to devise a Challenge solution by Saturday.
(Both uses)
ƒƒ The team has discovered that working together is a challenge.
ƒƒ The team worked on its Challenge.
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Rules of Usage (3 of 6)
Challenges (Continued)
The Destination Imagination program offers seven different Team Challenges. All Team
Challenge titles must be capitalized (e.g., Going to Extremes). If referring to a particular type
of Team Challenge, please use the following labels:
ƒƒ Technical Challenge
ƒƒ Structural Challenge
ƒƒ Scientific Challenge
ƒƒ projectOUTREACH Service-Learning
Challenge
ƒƒ Fine Arts Challenge
ƒƒ Improvisational Challenge
ƒƒ Rising Stars! for Early Learners Challenge
“Team”
We do not classify the word “team” as a proper noun. Use traditional capitalization.
“Volunteer”
Like “team,” we do not classify the word “volunteer” as a proper noun. Use traditional
capitalization. However, we typically capitalize volunteer roles (e.g., Tournament Director,
Head Appraiser and Scoring Official).
Team Manager
As it is a volunteer role, we capitalize “Team Manager.” We also place heavy emphasis on the
facilitative relationship that Team Managers have with their teams. Team Managers are not
“Coaches” and do not “coach” teams.
“Team Manager” is sometimes abbreviated as “TM.” When using the abbreviated form,
please follow the same guidelines offered in the “Destination Imagination or DI?” entry.
“Interference”
“Interference” refers to our policy that only team members may provide creative or physical
input to a Challenge solution. Always capitalize the term.
©2013 Destination Imagination, Inc. / 10.18.13 Style Guide 13
Rules of Usage (4 of 6)
Regional and Affiliate
The structure of the Destination Imagination program prescribes the terms “Region” and
“Affiliate,” which are always capitalized. An Affiliate is official licensee who can administer
Destination Imagination events and programming in a given U.S. state, province or foreign
country. The word “Affiliate” can refer to the licensee or the geographic area in which the
licensee operates.
A Region is a subdivision of an Affiliate. Regions exist within the geographic area of Affiliates
and are organized by the Affiliate licensees.
This organizational structure is difficult to grasp for new audiences, who sometimes
understand “Regional” as the larger of the two terms. (In many other tournament-based
activities, teams go to a local tournament and then to the regional tournament.) To avoid
confusion, we have taken to using “local tournament” and “state tournament” (or “countrylevel tournament) in external communications. For example:
ƒƒ If the teams perform well in the local tournament, they will advance to the state
tournament.
Competition Levels
Destination Imagination, Inc. programs are tailored for a range of audiences and are typically
separated by competition level. When referring to any of our competition levels, please follow
the formatting offered below. Additionally, please note the preferred abbreviations for each
competition level. (Follow the same rules for abbreviation as in the “Destination Imagination
or DI?” entry.) Here are our competition levels:
ƒƒ Elementary Level (EL)
ƒƒ College & University Level (C&UL)
ƒƒ Middle Level (ML)
ƒƒ Rising Stars! (Non-competitive, Ages 4-7)
ƒƒ Secondary Level (SL)
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Rules of Usage (5 of 6)
The Creative Process
In the past, Destination Imagination has
labeled “Creative Problem Solving” as a
benefit, but the organization has moved
beyond that as its primary focus. Destination
Imagination’s current vision is to be the
global leader in teaching the creative process
from imagination to innovation. The creative
process is broader in scope than Creative
Problem Solving. With the creative process
we also promote 21st century skills, including
collaboration, communication, perseverance,
self-confidence, critical and creative thinking,
as well as Bloom’s Taxonomy of learning.
Please try to use “the creative process” when
referring to what participants learn from our
programs:
ƒƒ Steven learned and experienced
Creative Problem Solving in Destination
Imagination. (Improper Usage)
ƒƒ Steven learned and experienced
the creative process in Destination
Imagination. (Proper Usage)
Our goal at Destination Imagination is to give
students the chance to learn and experience the
creative process. The creative process is about
thinking and doing in no prescribed order. Some
people “do” first and then think about what they
have done, while others think first, then initiate
action. Below are the components of the creative
process that our participants experience while
solving our Challenges.
RECOGNIZE
Becoming aware of a challenge,
problem, or opportunity
ƒƒ Having a healthy state of mind to explore
new opportunities: positive attitude,
readiness and alertness
ƒƒ Fully understanding all the issues or points
of the challenge or problem
IMAGINE
Applying thinking skills to develop options
ƒƒ Employing divergent and convergent
thinking
ƒƒ Using creativity and critical thinking tools to
help create ideas and find the best ones
ƒƒ Encouraging intuitive insight and novelty
ƒƒ Maximizing the ability to work within or
outside of structure
ƒƒ Using your imagination to explore new ideas
about solutions
INITIATE
Initiating behavior and committing to an option
ƒƒ Being willing to take risks; go beyond the
minimum
ƒƒ Controlling behavior to manage
impulsiveness
COLLABORATE
Using social intelligence
ƒƒ Collaborating; understanding and using
different problem-solving styles
ƒƒ Being positive and listening to all team
ideas before judging them
ASSESS
Achieving the best solution
ƒƒ Assessing the project while it is being done
and after it is finished
ƒƒ Sometimes starting over or admitting failure
EVALUATE
Evaluating the results
ƒƒ Reflecting on the experience, resources and
team dynamics
©2013 Destination Imagination, Inc. / 10.18.13 Style Guide 15
Rules of Usage (6 of 6)
Season
Please refer to the Destination Imagination program in terms of seasons, not years. When
referring to a particular program season, which spans over two calendar years, use the
numerical format “2013-14.” For example, you may write, “The 2013-14 Destination
Imagination season is underway.”
Team Number
To participate in Destination Imagination, a team must purchase a “Team Number” from
Destination Imagination, Inc. The team does not purchase a “Membership” or “Passport.”
Additionally, organizations may purchase packages of Team Numbers. These are referred to as
“Team Packs.” You may also label these “Team Number Packs” to strengthen understanding.
The following Team Packs are available from Destination Imagination, Inc.:
ƒƒ 1-Team Pack
ƒƒ 5-Team Plus Pack
ƒƒ Rising Stars! Team Pack
Destination Imagination Global Finals
To avoid confusion, please refer to Destination Imagination’s annual culminating event as
“Destination Imagination Global Finals” in the first instance it appears in any document. You
may refer to the event simply as “Global Finals” after the first instance. You may include the
full year afterwards if necessary (e.g., “Global Finals 2014”).
16
VISUAL IDENTITY
©2013 Destination Imagination, Inc. / 10.18.13 Style Guide 17
About Our Logo
Our logo is an asset to our organization, and a key marker for audiences to identify
our organization when they receive our materials and participate in our programs.
It is important that we all use the same logo, and avoid misuse, which can lead to a
dilution of our brand identity. Please help us protect the logo and avoid misuse by
following these guidelines.
Logos for Print
The following logos are for print use, and they can be accessed and downloaded by
logging in to our Web site. The filenames will match each title (e.g., “01 Print Logo”).
Print Logo
This logo is to be used for all printed materials including all printed publications,
advertising, billboards, posters and flyers.
Print Logo (White Outline)
This logo is to be used for any printed materials on which “01 Print Logo” is not
readable or blends too much into the background. For example, should you be
designing a poster with a very dark background, you should use “02 Print Logo
(Negative Space).”
18
Non-Commercial Usage of
DI Trademarks & Logos
We recognize the joint interest of our organization and teams to promote DI. This policy was
developed to protect the DI marks and restrict any unauthorized or commercial use of DI’s
intellectually property.
Who May Use DI Trademarks and Logos
Current paid team pack participants registered with Destination Imagination Affiliates may use
our trademarks and logos, but must comply to all the terms below. No one else is permitted to
use the DI marks or logos without written permission.
What Trademarks and Logos Does This Include
This includes Destination Imagination® wordmark and the following logos: Destination
Imagination, Box and Ball and Challenge Logos. No one is permitted to use our Global Finals
logo without written permission.
Terms of Use
Hand-made art (homemade or made by the team members) on team/individual shirts or other
items utilizing the words Destination Imagination® or the Destination Imagination, Inc. logos is
permitted.
ƒƒ No license fee to Destination Imagination Inc. is required as long as the total number
of each homemade product is less than 21 per team and the team has made them
themselves.
ƒƒ Vendors or commercial establishments are not allowed to participate in the production of
these “hand-made” products.
Access to The DI Logo Files
The DI logos can be found in the resource. Only paid team pack participants can access our
resource area.
©2013 Destination Imagination, Inc. / 10.18.13 Style Guide 19
Logos for Screen Printing
In order to deal with the limitations of screen printing, we offer this set
of logos in which the gradient of the print versions has been removed.
All these logos also use the following pantone colors; 267 C, 1665 C and
2583 C. These logos can be accessed by logging in to our Web site, and
they will be named as follows:
01. Screen Print (3 Color)
This logo is to be used for full-color, screen-printed items. It uses
three colors. Items that are screen printed can include shirts, bags,
pencils, trophies and pins. This logo prints best on a white or very light
background.
02. Screen Print White Outline (4 Color)
This logo is to be used for any screen-printed items on which “01
Screen Print Logo (3 Color)” is not readable or blends too much into the
background. For example, a dark colored shirt should use this version.
03. Screen Print White (1 Color)
This logo is to be used for any screen-printed items that are limited to a
one-color white imprint.
04. Screen Print Black (1 Color)
This logo is to be used for any screen-printed items that are limited to a
one-color black imprint.
05. Screen Print Orange (1 Color)
This logo is to be used for any screen-printed items that are limited to a
one-color orange imprint.
06. Screen Print Purple (1 Color)
This logo is to be used for any screen-printed items that are limited to a
one-color purple imprint.
20
01
02
03
04
05
06
©2012 Destination Imagination, Inc. / 10.18.13 Style Guide 21
Rules of USe
We want our logo design to look its best and be visually appealing when it appears on
materials and resources. Help us achieve our branding goals by following these logo rules.
01. White Space
Do leave plenty of white space around the logo. Whenever possible, make sure to use white
or neutral backgrounds.
02. Negative Space Logo
Do use a negative space logo version when you are placing the logo on a dark background.
03. Background Color
Don’t place the logo on a background color that will blend in or clash with the logo colors.
04. Drop Shadows
Don’t apply drop shadows or any other additional effects to the logo.
05. Color
Don’t change the color of the logo.
06. Scale
Don’t change the scale of any of the elements in the logo.
22
01
03
02
04
05
06
©2012 Destination Imagination, Inc. / 10.18.13 Style Guide 23
Our Typography
Three typefaces have been chosen for the new Destination Imagination brand campaign:
Ubuntu, Avenir and Arvo. Used in conjunction, they convey the fun, exciting and smart tone of
our brand. Below are examples of each typeface in use.
Body Copy
Avenir 45 Book
Print: Average size 9-12 pt.
ABCDEFGHIJKLMNOPQRST
abcdefghijklmnopqrstuvwxyz
12345678910$%&()“”‘
Headline Copy
Ubuntu
Print: Average size 14-28 pt.
Ubuntu can be downloaded for free at:
www.fontsquirrel.com/fonts/ubuntu
Pull Out Copy
Arvo
Print: Average size 18-30 pt.
Arvo can be downloaded for free at:
www.fontsquirrel.com/fonts/arvo
A
24
ABCDEFGHIJKLMNOPQRST
abcdefghijklmnopqrstuvwxyz
12345678910$%&()“”‘
B
ABCDEFGHIJKLMNOPQRST
abcdefghijklmnopqrstuvwxyz
12345678910$%&()“”‘
C
Our Color Palette
We use a basic color palette to avoid using different versions of the same color. Percentage
tints can be used in any of these colors.
Pantone 267 C
C75 M97 Y0 K0
Pantone 2583 C
C36 M72 Y0 K0
Pantone 1665 C
C0 M79 Y100 K1
C0 M50 Y100 K0
C0 M0 Y95 K0
C100 M0 Y75 K0
C80 M0 Y25 K3
C100 M0 Y0 K0
C100 M0 Y100 K26
C75 M0 Y100 K0
C0 M100 Y98 K0
C14 M100 Y24 K11
C0 M98 Y0 K0
C10 M0 Y0 K0
C4 M4 Y0 K0
©2013 Destination Imagination, Inc. / 10.18.13 Style Guide 25
Affiliate LOGOS
Destination Imagination Affiliates play a critical role in the presentation of our brand identity to
our customers. Because the organization’s brand is diluted each time a different logo appears,
it is important all Affiliates use the official logo lock-ups. We have created logo lock-ups for
each of our Affiliates. The Affiliate lock-ups are designed to strengthen our brand awareness
and build consistency. To receive your logo email us at artwork@dihq.org.
COLOR A DO
CHINA
CHINA
TEXAS
TEXAS
CALIFORNIA
26
COLORADO
CALIFORNIA