211 Brand Refresh
Launch of 211 Marketing Toolkit
Background
Based on a survey of the network in 2016 that yielded several common needs for a revised brand, new marketing collateral, and partnerships to elevate the 211 brand, we partnered with the 211 CEO Partnership and Steering Committee to launch a full brand refresh for 211 last year. Our goal was to modernize the 211 brand to better reflect all the services and help we provide now, and to create tools for local teams to use to market those services. The new logo and tagline tested well across all audiences-- including donors, clients, and 211 staff.

211 is an unmatched, critical service. It has received increased levels of support and recognition from our partners in recent years which has, at times, placed the 211 brand in the national spotlight. 211 has significantly evolved over the past 20+ years, and requires a refreshed look and feel to reflect this evolution.
New 211 Marketing Toolkit
We are thrilled to now provide the entire network with a 211 Marketing Toolkit - a comprehensive suite of locally customizable marketing and communications assets - that 211s and United Ways can use to amplify awareness of 211 with current/prospective donors, partners, funded agencies, policymakers and current/prospective clients.
A more permanent password-protected website is currently in development to enable our non-United Way 211 partners across the network to access all of these materials, but all resources are available through  this Dropbox folder . For United Ways, the full toolkit is available on United Way Online. Please review the 211 Logo Guidelines first, and explore the Toolkit to find standard and editable collateral, photos, logo files, and messages that resonated well with various audiences.
Available Assets for Download, Use, and Local Customization
  • New Logo Files
  • Posters
  • Tri-fold Brochure
  • Social Media Cards
  • Data Infographics
  • Corporate Sell Sheet
  • Presentation Template
  • 211 Photo Library - coming soon!

Please note: All versions of all assets are not yet available but will be posted to this folder when they are finished. If you do not see a customizable version that you are looking for, please check back in a few days. 
Adopting the Refreshed 211 Brand
A new look and feel, new messaging and new materials are only effective when they’re used. Leveraging the refreshed brand can help you promote and raise resources for 211 in a way that resonates with clients and donors. You’ll need to rebrand your 211 materials and signage. And you’ll need to ensure the right logo and tagline show up on your website, in your annual report etc. But instead of simply swapping out the logo and tagline in your promotional materials, take a look at the collateral provided – and consider incorporating those. We know the messaging works.

As you create a year-round promotional plan for 211, plan to use the infographics and social media cards as well.
A special thank you to the United Way of Central Maryland team for the photo shoot that resulted in amazing photos of real 211 specialists and team members for use across our materials now.
211 Leadership Summit
On Thursday, May 30, the 211 brand refresh was revealed at the National 211 Leadership Summit. Check out #Team211 celebrating their superpowers and the refreshed brand!