Colorado WIC Program Policies and Procedures Section 4: Organization and Management Revised: 01/01/2025

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WIC Branding and Communications

Policy: The Colorado WIC Program is a member of the National WIC Association (NWA) and participates in NWA’s Recruitment & Retention (R&R Campaign). To maintain consistency in messaging and professional images for program materials, Colorado WIC adheres to NWA’s national branding guidelines. The Food and Nutrition Service of the USDA (FNS) also provides messaging, graphics, and images for WIC agencies to use.

Local agencies must ensure their materials follow these branding guidelines to maintain consistency for clients across the state. Branding includes the look, feel, design, and messaging, which dictate how an organization presents itself in terms of appearance and content. All messages need to be consistent and conform to those developed under NWA research to maximize impact and alignment with state and national messaging efforts.

Regulation: Colorado WIC Policy, National WIC Association Branding Guidelines

Procedure/Additional Guidance: Branding: A unified brand supports the Colorado WIC Program and its short- and long-term health benefits. Here are the key advantages of maintaining a consistent brand: • Strengthens the Program: Promotes a unified and professional image for local agencies, the Colorado WIC Program, and the WIC program as a whole. • Increases Public Awareness: Provides instant and consistent recognition for the Program statewide. • Increases Public Support: Creates an identity for the Program that people can relate to and trust. • Communicates Benefits: Highlights the proven health and development impact that the Program offers to participants, the community, the state, and the country.

Outreach Materials: To ensure consistency in design and messaging, local agencies should use Colorado WIC outreach brochures and posters, NWA’s pre-made templates, posters, ads, icons, logos, etc., or discuss new concepts and campaign strategies with the State Office. Materials can be reviewed for statewide consistency, branding, messaging and presentation. Refer to the National WIC Branding Guidelines for guidance on logo and color usage, typography, tone, etc. Access NWA’s pre-made templates, icons, logos, etc., in the WIC Branding materials folder. Social Media: Local agencies interested in creating social media accounts should seek approval from their leadership and follow your organization’s social media standards and practices. When posting or responding to WIC social media accounts, adhere to your organization’s policies, as well Colorado WIC’s Social Media guidelines. To maintain consistency across the brand, utilize NWA’s social media graphics, logos, etc. and repost Colorado WIC’s Facebook and Instagram posts whenever possible. Accessibility: Colorado WIC is committed to making all information and resources accessible to everyone in our community. Local agencies should consider accessibility when creating public facing materials and follow the latest Web Content Accessibility Guidelines (WCAG) when creating digital content. These guidelines help enhance the accessibility of web content for users with sensory, cognitive, and mobility disabilities, ultimately benefiting all users regardless of ability. Refer to the Colorado WIC Accessibility Checklist and WCAG for detailed guidelines.