Brand

Manual

WHERE LEADERS ARE MADE

Contents
Welcome 3 Resources 20
Brand Portal 21
Brand Platform 4
Email Signature 22
Tagline, Core Values, Brand Promise 4
Standard and Procedures 23
Personality, Voice and Tone 5
Trademark Use Request 24
Voice and Tone 6 Video Guidelines 25
Apparel Guidelines 26
Visual Guidelines 7
Website Guidelines 27
Logo 8 Corporate Club Guidelines 28
Logo Wordmark 9 Gavel Club Guidelines 29
Logo Lockups 10 District Conference Guidelines 30
Logo Yes & No 11 Policy 4.0: Intellectual Property 31
Color Palette 12
Pathways Logo 13 FAQ 32
Pathways Badges 14 FAQ 33
Fonts – Gotham 15 FAQ, Contact Us 34
Fonts – Myriad Pro 16
Images and Photography 17
Images and Photography 18–19
Welcome
Brand Ambassadors!
Are you ready to get brand-happy with us?
Let this Brand Manual be your inspiration!

Toastmasters International is excited to present you with brand

guidelines in an easy-to-follow format to help you effectively
bring the brand to life.

Let’s get together on the same page(s) and put forth a

consistent image that upholds our values, our mission,
our mantra…

Welcome
3
Brand Platform
Tagline
WHERE LEADERS ARE MADE
The tagline helps to convey our mission, our purpose.

Core Values
Integrity I Respect I Service I Excellence
These unwavering values are at the core of Toastmasters
and stand behind every decision. They provide a means
of guiding and evaluating existing operations, near-term
planning, and our vision for the future.

Brand Promise
Empowering individuals through personal and
professional development.
Our promise encompasses all aspects of growth for
members.

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 4

Brand Platform
Personality
Our personality reflects how the organization interacts
with audiences at every touch point, such as through
internal communication, external media, social posts,
and more. While adjustments should be made to reflect
each culture, each language, and each medium, our
brand personality is universal—with strong elements of
leadership, dedication, and empowerment.

Voice and Tone

Our voice is one of confidence and
compassion. It is clear, yet respectful; it is
friendly, yet professional. Our tone is positive,
upbeat, and enthusiastic. It is serious when
necessary. It is open to exchange.

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 5

Voice and Tone
All branded communication helps strengthen our relationship
with our target audience. The Toastmasters International brand is
a singular identity that should always reflect the core attributes
of our organization’s personality (see page 5).

Perhaps the most important aspect of branded communication

is voice and tone—or how we sound when we speak to our
audience. The correct voice and tone allow us to better connect
with our audience and reinforce our brand identity.

So, before you begin writing, take a moment to understand the

context of your communication and the mindset of your target
audience. This will help you arrive at the appropriate word choice
to create engaging communication pieces that resonate.

Voice and Tone Checklist

All branded communication should be:
» Warm
» Clear
» Friendly
» Professional
» Succinct
» Respectful
» Universally understandable
» Internationally friendly

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 6

Visual Guidelines

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 7

Logo Clear Space

Our logo is an integral piece of our visual identity, and we thank

you for applying it correctly and consistently to accelerate
engagement, raise the organization’s credibility, and improve
awareness for generations to come.

Clear space and minimum-size rules ensure the logo is clearly

visible for print and web applications. Let’s “logo” in unison!

An area of clear space should be maintained around the logo

that is equal to or greater than the distance “X” as indicated in the
diagram. “X” being the height of the wordmark.

Grayscale

Minimum Size

Full-Color White

The Toastmasters International logo is an integral piece of

the brand’s visual identity. Used properly, it helps to deliver
a consistent experience across our diverse and unique clubs, 72 pixels 3/4 inches
while also improving brand recall. Web Print

Download
■ Logos are available for download at
www.toastmasters.org/Logos.

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 8

Logo Wordmark Clear Space

Mark your wordmarks as in sync!

Clear space and minimum-size rules ensure the wordmark
is clearly visible for print and web applications.

An area of clear space should be maintained around the wordmark

that is equal to or greater than the distance “X” as indicated in the
diagram. “X” being the height of the wordmark.

Black

Minimum Size

72 pixels 3/4 inches

Full-Color White Web Print

The Toastmasters International logo is an integral piece of

the brand’s visual identity. Used properly, it helps to deliver
a consistent experience across our diverse and unique
clubs, while also improving brand recall.

Download
■ Logo wordmarks are available for download at
www.toastmasters.org/Logos.

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 9

Logo Lockups
Here are some alternative ways to use the logo, and wordmark.

www.toastmasters.org

WHERE LEADERS ARE MADE

Download
■ Logo lockups are available for download at
www.toastmasters.org/Logos.

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 10

Logo Yes & No
All options on this page are a “go;” all options on opposite
page are a “no.”

Don’t put the logo Don’t Don’t change

in perspective. disproportionately the proportion of
scale the logo. the logo elements.

DISTRICT 99

DISTRICT 99 I’M JUST SAYIN’

Don’t change any Don’t customize or Don’t change the

element of the logo. create logos for logo colors.
clubs and Districts.

DISTRICT 99 DISTRICT 99
Don’t put the logo Don’t use any copy, Don’t put a
on colors that aren’t slogans, symbols or patterned glow
in the brand color images overlapping behind the logo.
palette. the logo.

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 11

Color Palette
Primary Colors
The palette for Toastmasters relies on True Maroon, Loyal
Blue, and Cool Gray to support our elements of leadership,
dedication, and empowerment.

Hex #772432 Hex #004165 Hex #A9B2B1

C12 M95 Y59 K54 C100 M43 Y12 K56 C23 M7 Y12 K18
R119 G36 B50 R0 G65 B101 R169 G178 B177
Pantone 188 Pantone 302 Pantone 442

True Maroon Loyal Blue Cool Gray

Accent Color
Hex #F2DF74
C0 M5 Y57 K0
R242 G223 B116
Pantone 127

 Hexadecimal for web

 CMYK for 4-color process
 Pantone™ colors
Happy  RGB for digital
Yellow

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 12

Pathways Logo Clear Space

Pathways was designed to help Toastmasters build the

competencies they need to communicate and lead. Keep the
journey a consistent one by using the Pathways logo.

An area of clear space should be maintained around the Pathways

logo that is equal to or greater than the distance “X” as indicated in the
diagram. “X” being the height of the word “Pathways.”

Grayscale
Minimum Size

72 pixels 1 inch
Full-Color White
Web Print

Download
■ The Pathways logo is available for download at
www.toastmasters.org/Logos.

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 13

Pathways Badges

Dynamic Effective Engaging Innovative

Leadership Coaching Humor Planning

Leadership Motivational Persuasive Presentation

Development Strategies Influence Mastery

Strategic Team Visionary

Relationships Collaboration Communication

Download
■ Badges are available for download at
www.toastmasters.org/Logos.

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 14

Fonts
Is it font-friendly? These are the Toastmasters
branded fonts:
Gotham Examples

Gotham

Aa
Gotham is Toastmasters International’s primary

Aa Aa Aa
typeface. The wide stance and geometric traits of its
characters exude confidence without looking stiff or
digitalized.

Usage: Headlines and subheads

Ultra Black Bold Medium

The Gotham typeface is also available in Condensed format.

FREE ALTERNATE: Montserrat

Aa Aa Aa Aa
Book Light Extra Light Thin
■ Montserrat is similar in appearance to
Gotham and can be used for free.

■ Use this link to access the free

Montserrat font.

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 15

Fonts
Is it font-friendly? These are the Toastmasters
branded fonts:
Myriad Pro Examples
Myriad Pro
Myriad Pro is Toastmasters International’s typeface
for body copy in collateral, such as manuals and
brochures. This typeface was selected for its legibility
when used in large amounts of copy at a small
point size. Aa Aa Aa Aa
Usage: Body copy for collateral Black Bold Semibold Regular

The Myriad Pro typeface is also available in Condensed,

SemiCondensed, and SemiExtended formats.

FREE ALTERNATE: Source Sans Pro

Aa
Light
■ Source Sans Pro is similar in appearance
to Myriad Pro and can be used for free.

■ Use this link to access the free Source

Sans Pro font.

Arial is a tertiary font for body copy that comes

standard on most systems.

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 16

Images and Photography

Images
BRAND MANUAL | TOASTMASTERS INTERNATIONAL 17
Images and
Photography
The photography style should reflect the Toastmasters
environment, where people look engaged, empowered, and
supported, as portrayed in meetings, presentations, speeches,
networking venues, conferences, training venues, and speech
contests.

Stay away from images that do not connect to the Toastmasters

environment, such as those mainly or solely portraying
landscapes, animals, children, food and food appliances,
medicine, and architecture.

Please do not use cartoons, illustrations, or clip art in

materials created for clubs, Areas, Divisions, Districts,
and regions.

Always make sure you have permission to use and/or reproduce

any images and pictures utilized in your designs. Images
protected by trademarks and copyrights should never be used.

Download
■ An array of Toastmasters-branded images are
available for download at:
www.toastmasters.photoshelter.com/
galleries.

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 18

Images and
Photography
A myriad of Toastmasters-branded images are
available to you—inspire and be inspired!

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 19

Resources

Resources
BRAND MANUAL | TOASTMASTERS INTERNATIONAL 20
Brand Portal
The brand portal holds the elements you need to create exciting,
approved materials. You’ll find the logo, wordmark, marketing
resources, business cards, photo templates, stationery, and more.
Refer to the brand portal to review all that is available to you.

Download
■ Branded assets for download at:
www.toastmasters.org/BrandPortal.

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 21

Email Signature
As a member, a club officer, or a District leader, you can add
this signature to your emails to convey your connection to
Toastmasters and provide the necessary closing information
to recipients.

Download
■ Download the email signature and follow the
simple instructions on the spec sheet at the brand
portal: www.toastmasters.org/Stationery.

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 22

Standards and Procedures

Standards
BRAND MANUAL | TOASTMASTERS INTERNATIONAL 23
Trademark User Authorized Non-Authorized Responsible
Use Request Clubs, Areas, Stationery, business Articles such as tro- Club President,
Toastmasters International is committed to protecting our Divisions, cards, bulletins, phies, ribbons, banners, District Director
brand, trademarks, and copyrights and we count on your and Districts newsletters, electronic certificates, clothing or
diligence to ensure the materials you’re creating are not a media, websites, pro- other items, except by
threat to the intellectual property we know and love. gram covers, agendas, specific, prior written
As a general rule, all non-paper materials require official and similar items, only authorization from the
authorization prior to production or purchase. Please refer if directly related to, Chief Executive Officer
to the chart on the right for clarification. and focused on, the
mission
Request Authorization
Officer Stationery, business Articles such as tro- Candidate
■ In order to obtain authorization for any of candidates cards, mailings, elec- phies, ribbons, banners,
the non-authorized materials from the chart at all level tronic media, websites, certificates, clothing or
on the right, submit your proposed design campaign literature, other items, except by
through a Trademark Use Request: and similar items specific, prior written
www.toastmasters.org/TrademarkUseRequest.
authorization from the
Chief Executive Officer
All cases are analyzed individually, so please submit your
request with plenty of time for the Brand and Trademark
Teams to review it and provide feedback.
Trademark authorizations are valid for the term in which Individual Stationery, business Any personal newslet- Individual
they were granted and are not automatically renewed. In members cards, electronic media, ter, electronic media,
order to produce or buy items previously authorized, please and officers and websites, solely to bulletin, or similar item;
re-submit a new Trademark Use Request. at all levels indicate the person’s articles such as tro-
affiliation with a phies, ribbons, banners,
member club certificates, clothing, or
If you’re in doubt whether you should submit a other items except by
request or contact the Brand Team for approval, please specific, prior written
check the chart on this page regarding Protocol 4.0: authorization from the
Intellectual Property. Chief Executive Officer

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 24

Video Guidelines
When creating a club or District video, please use these
guidelines as a checklist:
» The club name or District number should be placed
below the logo to indicate which club or District
created the video.
» Credits at the end should list the name, club, and
District of the person/team that created the video.
The copyright symbol, District number or club name,
and year should also be displayed.
» Obtain written permission from every individual in
the video. Please use a separate video release form
for each person.
» The video must not infringe on the intellectual
property, privacy, publicity rights, ownership, or any
other legal or moral rights of any third party and must
be suitable for public viewing.
» Add the disclaimer below to one of the first frames of
the video:

“Toastmasters International and all other Toastmasters International

trademarks and copyrights are the sole property of Toastmasters International.
This video is the opinion of the creator and is independent of Toastmasters
International. It is not authorized by, endorsed by, sponsored by, affiliated
with, or otherwise approved by Toastmasters International.”

Submit Request
■ Once your video is ready, submit a
Trademark Use Request. If you have
questions, please email the Brand Team
at [email protected].

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 25

Apparel
Guidelines
When designing apparel for your club or District,
please follow these guidelines:
» The logo or wordmark should always be in the front of
the t-shirt/jacket and no larger than 3 inches in
diameter.
» Words or type on the back of any shirt or jacket
should not be larger than 12 inches wide and 17
inches high.
» Acceptable apparel colors are white, burgundy, blue,
black, and gray. Refer to the Color Palette on page 12
of this manual for brand-appropriate hues.

Submit Request
■ Once your design is ready, submit a
Trademark Use Request prior to purchase/
production. If you have any questions,
please email the Brand Team at
[email protected].

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 26

Website
Guidelines
Ready to create your club, Area, Division, or District
website? Please follow these guidelines:
» Read Protocol 4.0, Section 2: Websites at
www.toastmasters.org/IntellectualProperty.
» Do not copy or re-upload information or content that
is available to the general public on any Toastmasters
website.
» Anything that requires a login or membership to
access is off-limits.
» Add the disclaimer below to the bottom of the
website:

“The information on this website is for the sole use of Toastmasters’

members, for Toastmasters business only. It is not to be used for
solicitation and distribution of non-Toastmasters material or information.”

Approval
■ For questions and approval, please
contact the Brand Team at
[email protected].

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 27

Corporate
Club Guidelines
Create materials for your corporate club utilizing
these guidelines:
» When using both the Toastmasters logo and the
corporation logo, make sure they are never side
by side.
» Place the Toastmasters logo and the corporation logo
on opposite sides/corners of the material or have one
on the top and one at the bottom.

Questions
■ If you have questions, please contact the
Brand Team at [email protected].

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 28

Gavel Club
Guidelines

®
When creating materials for your Gavel Club, please
follow these guidelines:
» Use all Toastmasters brand guidelines regarding fonts,

NAL
colors, photography styles, and logo usage.

NATIO
» In all instances where a chartered Toastmasters
Loyal Blue Logo
Member Club would use the Toastmasters

INTER
International logo, make use of the Gavel Club logo
instead.

ERS
»

MAST
Gavel Club banners, if sourced independently of
Toastmasters International, must be identical to an AVEL CLUB
S

TOAST
approved banner design found here, unless they G

®
make use of the Gavel Club logo in place

AN

AT I O N A L
of the Toastmasters International logo.

A F FILI A
» Be mindful not to alter the Gavel Club logo in any
way; do not create a custom logo for your Gavel Club.

RN
»

TE
Do not create a custom tagline for your Gavel Club.

TE
F I

N
TO S
A ST M AST E R

True Maroon Logo

AVEL CLUB
G S

®
AN

AT I O N A L
A F FILI A

Download

RN
■ Logos are available for download at
TE

TE
F I
O

N
TO S
www.toastmasters.org/Logos. A ST M AST E R

Black Logo

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 29

District
Conference
Guidelines
When creating materials for your District Conference,
please follow these guidelines:
» You may create a custom logo/theme for your
conference providing they don’t infringe on the
copyrights or trademarks of other organizations. This
exception is for the conference only. Brand guidelines
must be adhered to for all other events.
» Using the Toastmasters logo and tagline is optional.
If you choose to have them in the conference
materials, make sure these elements are standing
alone, unaltered. The logo is not to be made a part of
an object, word or number. The Toastmasters logo
should never be placed side by side with other logos.
» Sponsors of the conference should be mentioned
in materials either by name or by logo in a sponsor-
designated section, never next to the Toastmasters
logo.

Approval
■ Once your conference designs are ready,
please contact the Brand Team for approval at
[email protected].

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 30

Policy 4.0:
Intellectual
Property
Toastmasters Governing Documents have a specific policy and
a protocol to guide the use of its intellectual property.

Please refer to it, especially the section on Brand Standards, to

make sure the materials you are creating are brand-compliant.

© Copyright 2020 Toastmasters International

Learn More
■ Policy 4.0 Intellectual Property
www.toastmasters.org/Intellectual-
Property.

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 31

FAQ

FAQ
BRAND MANUAL | TOASTMASTERS INTERNATIONAL 32
FAQ
Can clubs and Districts create their own logo, Can our District create a logo/theme for the District Conference?
theme, and/or tagline?
Yes, this is the sole exception to the logo and theme rule. Districts are welcome
Unfortunately, no. We understand each club and each District to create a “look and feel” for their annual conference, with a theme or tagline
are unique; however, individual logos and mottos create a lot of that is a strong call to action and engages members. Please refer to the District
confusion and dilute the power of the brand. We strive to provide Conference page of this Brand Manual for more details explaining how to do this
our members with a consistent experience across 143 countries, so in a brand-compliant way.
it is vital that our brand is instantly recognizable. If all clubs created
their own logo, there would be 16,800 of them, instead of one
strong, unifying logo. Clubs, Areas, Divisions, Districts, and regions
Regarding colors, is True Maroon designated for Districts and Loyal
should all use the Toastmasters International logo, the official
Blue designated for clubs?
tagline, and the brand elements.
We used to have this distinction in the past. Since the introduction of the
If I remove the logo from my materials, can I use new banners and business cards, this is no longer applicable. While World
different colors, fonts, and/or elements? Headquarters may use the colors to identify some materials, such as the
Leader Letter, clubs and Districts are welcome to use the color of their
No, as all Toastmasters materials must follow the guidelines preference.
specified in this Brand Manual. Even if a specific piece does
not require the logo, the other guidelines for fonts, colors,
photography style, etc. still apply and must be followed. Can I create or produce name badges, ribbons, club banners, or
pins locally?

Name badges, ribbons, and pins may not be produced locally in any form. Local
production of club banners is permitted, but only if the production makes use
of a digital banner design purchased through the Toastmasters online store.
This ensures not only brand standards of quality and compliance, but also the
consistency of awards, achievements, and recognition items.

Clubs and Districts are welcome to develop other items, such as gifts, plaques,
patches, etc. to recognize their members and milestones. Please make sure you get
your design approved through a Trademark Use Request before it’s produced or
purchased.

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 33

FAQ
Can the Toastmasters International emblem be used in
promotional materials?

The emblem, which used to be the organization’s logo until 2011, should
only be used in an historical context by clubs, Divisions, Areas, Districts, and
regions. Using just the emblem or both logos in promotional materials is
confusing and dilutes the power of the brand.

World Headquarters uses the emblem in select materials to honor the

Contact Us Toastmasters legacy and preserve its trademark.

■ If you have any questions regarding this

Brand Manual, the Toastmasters brand, or the Can my club still use the old club banner?
development of materials, please contact the
Brand Team at [email protected]. The old banner [the yellow one with the Toastmasters International emblem]
should only be used in a historical context. It may be kept at club meetings and
■ If you have questions regarding events if the new one is present and occupying a more prominent place. The
trademarks and copyrights, please current banner has been in place for 10 years, so we strongly encourage clubs to
contact the Trademarks Team at replace the old one.
[email protected].

■ To submit a Trademark Use Request, How do I know if I need a Trademark Use Request?
please go to www.toastmasters.org/
TrademarkUseRequest. You can use the chart on page 24 to know if you need to obtain authorization
from the Trademarks Team or if you can simply follow the Brand Manual to
produce your materials. As a general rule, most paper materials, other than
certificates, do not need to submit a Trademark Use Request. Other items, such as
apparel, accessories, banners, gifts, stickers, etc. will require you to go through the
trademark process.

BRAND MANUAL | TOASTMASTERS INTERNATIONAL 34