Maryland WIC Brand Guidelines 2014

Introduction
Welcome to Maryland WIC Brand Guidelines ..........................................1
Vision & Mission Statement ..........................................................................2
Program Identification
Program Name .................................................................................................3
Program Tagline.....................................................................................................4
Program Logo
Primary Logo: English.....................................................................................5
Primary Logo: Spanish.........................................................................................6
Contact Logo..........................................................................................................7
Logos in White Label / Tab Background........................................................8
Abbreviated Logo.................................................................................................9
Logo Color & File Usage Guidelines..........................................................10
Logo Size & Placement.................................................................................11
Examples of Incorrect Logo Usage............................................................12
Other Logos & Logo Variations
Local Agency / Training Center Logos................................................................13
Co-branding / Partner Logos......................................................................14
Breastfeeding / Peer Counselor Logos.....................................................15
State Requirements
Maryland State Logo...........................................................................................16
Administration Names & Titles...................................................................17
Nondiscrimination Statement
Full Version.......................................................................................................18
Abbreviated Version & Exceptions............................................................19
Social Media...................................................................................................20
Contact Information.............................................................................................21
Publication Dating................................................................................................22
Design & Layout
Use of Color .....................................................................................................23
Core Color Palette..........................................................................................24
Extended Color Palette.................................................................................25
WIC Food / MyPlate Color Palettes............................................................26
Typography..........................................................................................................27
Visual Imagery ....................................................................................................28
Stock Imagery / Copyright Notice & Attribution...................................29
Guidelines for Literacy
Organization & Layout..................................................................................30
Wording & Sentence Structure & Text Format.......................................31
Visuals................................................................................................................32
Standard Language
Glossary.............................................................................................................33
Spanish Translation
General Guidelines .......................................................................................34
Non-discrimination Statement...................................................................35
For More Information...........................................................................................36
Table of Contents

Maryland WIC Brand Guidelines | 2014 1
Introduction
Welcome to the Maryland WIC Brand Guidelines.
The Maryland WIC brand is more than a name and logo. It is a set of values, attributes, and
artwork that reflects the spirit, mission and vision of the program. Using the Maryland WIC brand
consistently will reinforce our position as a premier public health nutrition program.
Adherence to these guidelines is essential in maintaining a consistent and professional public
identity for the Maryland WIC Program. Our identity must be consistent across external and internal
materials, on program print and incentive items, in our State Office, Local Agencies, and Clinics, and
in presentations and events.
Achieving an effective brand starts with a unified brand identity.
These brand guidelines illustrate how to apply the visual components of our brand. It includes
directions on how to use our logos, colors, and typefaces. To download this guide, the Maryland WIC
logo, and other brand elements go to wow.sharepoint.dhmh.md.gov.
IMPORTANT: All print, media, or other materials referring to the Maryland WIC
Program must be approved by the Maryland WIC State Office prior to production.
Submit to: dhmh.wic@ maryland.gov

Vision Statement
We envision a future Maryland WIC Program that
• promotes the optimal health and nutritional status of future generations and operates as an
integral component of a comprehensive, efficient and interactive health care system, and
• insures the health and well-being of women, infants and children in need through the provision
of preventive services, including nutrition education, selected supplemental foods and
health referrals.
Mission Statement
To assist eligible women, infants and children to achieve improved nutrition and health status by
providing nutrition education, selected supplemental foods and health referrals in a caring,
supportive environment.

MarylandWIC Program
Program name
MarylandWomen, Infants, and Children Program
Full name to be used in text
MarylandWIC
Brand name
Maryland WIC
Brand name as used in headlines with bold
Maryland WIC
Brand name in alternate color - WIC purple
Program Name
General Guidelines
The Maryland WIC Program name is displayed in
a consistent manner to present the program in a
professional way.
Follow the guidelines below when using the
WIC Program or brand name in text.
FONT: Myriad Pro Regular or Light
SIZE: The program name should the same size or
larger than other text on page.
The program or brand name font size
should never be smaller than 12 point.
STYLE: Use Myriad Pro - Bold - for‘WIC’accent only
when appearing as a heading.
COLOR: Use color only when appearing as a heading.
The word “the” is not considered part of the program
name and is only capitalized when it is the first word
of a sentence.
Do not use the words MARYLAND or PROGRAM in all
upper case letters.

ProgramTagline
General Guidelines
Pairing the Maryland WIC logo with the program
tagline strengthens our brand. The tagline sums up
the tone and promise of our brand and reinforces
the value of the Maryland WIC Program.
Because the tagline is not a full sentence, do not use
it in text. Occasionally it may be used as a heading.
In which case, please use the tagline images.
FONT: Better Nutrition - Myriad Pro Bold
Brighter Future - Myriad Pro Regular
SIZE: Minimum 1/4 inch height
English tagline with bold accent - in headings
Spanish tagline with bold accent - in headings
Alternate color - WIC purple
Tagline dot - without shadowTagline dot - with shadow

Program Logo
Primary Logo – English
The Maryland WIC logo serves as a visual
representation of our program’s mission, service,
and authority. It incorporates our tagline in both
English and Spanish versions.
Use the Primary logo on all materials except when
size or configuration make it impractical.
It is critical that the Maryland WIC logo is displayed
in a consistent manner to present the program in a
professional way. It is used on all WIC materials.
Use the full color logo wherever possible.
For one-color documents, use either WIC purple,
black, or white logo.
Do not attempt to recreate, redraw, or reconfigure
this artwork.
See page 8 for a version of this logo in a white box
or label, for use over photos or colored backgrounds.
When using this logo you must include the program
phone number and web address elsewhere in the
publication. See page 21.
Primary logo with English tagline - full color
Primary logo with English tagline - WIC purple
Primary logo with English tagline - black
Primary logo with English tagline - white

Program Logo
Primary Logo – Spanish
Use the Spanish version logo for Spanish language
publications.
It is critical that the Maryland WIC logo is displayed
in a consistent manner to present the Program in a
professional way. It is used on all WIC materials.
Use the full color logo wherever possible. For
one color documents, use either WIC purple, black
or white logo.
this artwork.
See page 8 for a version of this logo in a white box
or label, for use over photos or colored backgrounds.
Primary logo with Spanish tagline - full color
Primary logo with Spanish tagline - WIC purple
Primary logo with Spanish tagline - black
Primary logo with Spanish tagline - white

Program Logo
Contact Logo
This version of the logo contains Maryland WIC’s
main contact information: phone number and web
address. These logo files come in the same color
variations as the Primary logo; use the full color logo
whenever possible. The same general guidelines
apply as those of the Primary logo.
The Contact logo is to be used for both English and
Spanish applications.
If this logo is used, there is no need to repeat the
phone number or web address in text appearing on
the same page.
See page 8 for a version of this logo in a white box,
for use over photos or colored backgrounds.
Contact Logo - full color
Contact logo - WIC purple
Contact logo - black
Contact logo - white
The Contact logo must be used for
incentive and nutrition education
items if size permits. If the print area
does not accommodate the Contact
logo, then the phone number and web
address must be added in Myriad Pro
typeface.

Program Logo
Logos inWhite Label /Tab Background
This variation of the Primary and Contact logo uses
a white box or label with rounded corners that can
be used over photographic or colored backgrounds.
Included are two styles, one with and one without
slight cast shadow.
The white portion of these logos can be adjusted so
that the top edge extends or bleeds off the top of
the page to create a white tab effect.
Primary logo - in white label with shadow - full color
Spanish Primary logo - in white label with shadow - full color
Contact logo - in white label with shadow - full color
Primary logo - with tab effect - full color

Program Logo
Abbreviated Logo
Only use the Abbreviated logo when the Primary or Contact
logo are not feasible for use.
Use the full color logo wherever possible.
For one color documents, use either purple, black
or white logo.
this artwork.
Abbreviated logo - with rule - full color
Abbreviated logo - with rule - WIC purple
Abbreviated logo - with rule - black
Abbreviated logo - with rule - white

Program Logo
Logo Color & File Usage Guidelines
FULL COLOR LOGO:
CMYK - These logos use 4-color process printing
inks, both offset and digital. The four colors used are
Cyan (C), Magenta (M),Yellow (Y), and Black (K).
PMS - These logos use 3 spot or match colors
specified in the Pantone Matching System (PMS).
This type of file would be used when individual
colored inks are used.
RGB - These logos use digital Red (R), Green (G),
and Blue (B) colors. These logos are used online
and for certain other digital applications.
ONE COLOR LOGOS: WIC purple, black, white
When using the logo over a colored background,
make sure that the color does not conflict or
obscure the logo. If in doubt, use solid purple,
black or white.
See pages 24-25 for complete chart of approved
Maryland WIC colors.
Full color logo
One color logo - WIC purple
One color logo - black
One color logo - white

Program Logo
Size & Placement
Maximize impact by placing the logo at the top,
beginning or on the front of materials representing
Maryland WIC.
Keep the space around the logo free of text and
graphics. Use one-half the logo height as a guide for
the area that should be kept clear around the logo.
If placing over a photo image, be sure that no distinct
background elements intrude on this clear area.
The logo should be sized according to the material
and be at least the size of other logos or icons, and
preferably larger. See page 14 for guidance on size
and placement when co-branding or using partner
logos.
Example of 1/2 logo height clearance
Minimum 2-line logo size - 1/2 inch height
Abbreviated logo - suggested minimum 1/4 inch height
1/4 inch height

Program Logo
Examples of Incorrect Usage
different phone / other
Maryland WIC
X Do not add special effects: shadows,
glows, outlines, bevel or emboss.
X Do not change the font or add
different words below the rule.
X Do not use the logo on an angle.
OTHER:
X Do not combine with any other
elements, such as logos, words,
graphics, photos, slogans or symbols
that might seem to create a
hybrid mark.
X Do not place on a busy pattern, or
photo, or on a colored background
(conflicting or too similar) that makes
the logo become obscured or illegible.
If in doubt, use purple, black,
white or the label/tab version.
X Do not try to recreate the
official logo.
X Do not change colors.
X Do not distort the logo:
squeeze, stretch or slant.
X Do not change, add or remove the rule.

Other Logos & LogoVariations
Local Agency /Training Center
Use the Local Agency logo in place of the Primary Maryland
WIC logo when creating materials specific to the Local
Agency. All other brand guidelines apply, for example,
including the non-discrimination statement. The Maryland
WIC State Office must approve all materials created by the
Local Agency prior to production.

Co-Branding / Partner Logos
If a parent organization requires the inclusion of their logo,
it must be the same size, or preferably smaller, than the
Maryland WIC logo or the Local Agency logo. The parent or
partner organization logo should appear to the right of the
Maryland WIC logo when practical. Partner logos must be
smaller than the Maryland WIC logo.
Example of a parent organization
Example of a partner organization

Breastfeeding Icon / MarylandWIC Breastfeeding Peer Counselor Logo
The breastfeeding icon and Maryland WIC Breastfeeding
Peer Counselor logo, like the Maryland WIC logo, serves as
a visual representation of our programs commitment to
promote and support breastfeeding.
The Breastfeeding icon should appear on all Maryland
WIC breastfeeding education materials. The icon is used in
conjunction with the Maryland WIC Logo. All other brand
guidelines apply.
SIZE: Equal to or smaller than the
Maryland WIC logo.
PLACEMENT: Preferably on the front to the right of the
Maryland WIC logo or lower than the
Maryland WIC logo.
The Maryland WIC Breastfeeding Peer Counselor
logo should only appear on materials promoting the
Breastfeeding Peer Counselor program and is used in place
of the Maryland WIC logo. All other brand guidelines apply.
Breastfeeding
WIC purple 60%
Breastfeeding
black
Breastfeeding
white
Peer Counselor
English
WIC purple
Peer Counselor
English
black
Peer Counselor
English
white
Peer Counselor
Spanish
WIC purple
Peer Counselor
Spanish
black
Peer Counselor
Spanish
white

State Requirements
Maryland State Logo
All print publications which include the Maryland WIC
Program name must include the Maryland State logo,
except when size or configuration make it impractical.
SIZE: Minimum 1/2 inch in height
PLACEMENT: Either bottom right or bottom center
Maryland State logo

State Requirements
Administration Names &Titles
All print publications that include the Maryland WIC
Program name must include current administration
names and titles, except when size or configuration
make it impractical.
FONT: Myriad Pro (matching document text
weight)
SIZE: 8 point font minimum (shown at 9
point)
PLACEMENT: Under or right of the
Maryland State logo
John M. Doe, Governor
Jane L. Smith, Lt. Governor
Juan A. Rodriguez, M.D., Secretary, DHMH
John M. Doe, Governor
Jane L. Smith, Lt. Governor
Juan A. Rodriguez, M.D., Secretary, DHMH
John M. Doe, Governor | Jane L. Smith, Lt. Governor | Juan A. Rodriguez, M.D., Secretary, DHMH
Centered - 9 point Myriad Pro Regular
Flush Left - 9 point Myriad Pro Regular
One Line - 9 point Myriad Pro Regular, with space - vertical bar - space separation

FullVersion / General Guidelines
Print publications must include the Non-Discrimination
Statement from the USDA Office of Civil Rights, Compliance
Branch Memo dated May 24, 2013.
FONT: Myriad Pro
SIZE: 8 point font minimum
PLACEMENT: End of material at bottom, below the
Maryland State logo and administration
names and titles
The U.S Department of Agriculture prohibits discrimination against its
customers, employees, and applicants for employment on the bases of race,
color, national origin, age, disability, sex, gender identity, religion, reprisal, and
where applicable, political beliefs, marital status, familial or parental status,
sexual orientation, or all or part of an individual’s income is derived from any
public assistance program, or protected genetic information in employment
or in any program or activity conducted or funded by the Department. (Not all
prohibited bases will apply to all programs and/or employment activities.)
If you wish to file a Civil Rights program complaint of discrimination, complete
the USDA Program Discrimination Complaint Form, found online at http://
www.ascr.usda.gov/complaint_filing_cust.html , or at any USDA office, or call
(866) 632-9992 to request the form. You may also write a letter containing all
of the information requested in the form. Send your completed complaint
form or letter to us by mail at U.S. Department of Agriculture, Director, Office of
Adjudication, 1400 Independence Avenue, S.W., Washington, D.C. 20250-9410,
by fax (202) 690-7442 or email at program.intake@usda.gov.
Individuals who are deaf, hard of hearing or have speech disabilities may contact
USDA through the Federal Relay Service at (800)877-8339; or (800)845-6136
(Spanish).
USDA is an equal opportunity provider and employer.

AbbreviatedVersion & Exceptions
If the material is too small to permit the full statement to be
included, use the abbreviated statement.
This statement is not required to be imprinted on materials
such as cups, buttons, magnets and pens that identify
the WIC Program, when size or configuration make it
impractical.
Radio and television public services announcements may
use “WIC is an equal opportunity provider” to meet the non-
discrimination requirement.
Nutrition education and breastfeeding promotion and
support materials that strictly provide a nutrition message
with NO MENTION of the WIC Program are not required to
contain the non-discrimination statement.
FONT: Myriad Pro
PLACEMENT: End of material at bottom, below the
Maryland State logo and administration
names and titles
This institution is an equal opportunity provider.

Social Media
Facebook /Twitter /YouTube
Social media is a way for WIC to communicate with
participants, vendors, and staff. Social media icons are
important because they inform others of our established
online community.
Placing social icons on our materials reminds our audience
that they may easily connect with our social profiles.
The Facebook, Twitter, and YouTube social media icons have
been grouped together to emphasize our online presence.
When placing the trio on materials, they should not be
separated.
SIZE: The icons should never be smaller than
1/4 inch in height.
PLACEMENT: Bottom left or bottom center
Do not attempt to recreate, redraw, or reconfigure this
artwork.
FB - TW - YT GROUP
full color
FB - TW - YT GROUP
WIC purple
FB - TW - YT GROUP
black
FB - TW - YT GROUP
white
Recommended size for publication printing -
1/4 inch height, or smaller

Contact Information
General Guidelines
All print publications which include the Maryland WIC
Program name must include the 800 or Local Agency
phone number. The website may be omitted when size or
configuration make it impractical.
If the document contains the State Office address, use the
format shown.
FONT: Myriad Pro
PLACEMENT: Either bottom left or bottom center
Maryland WIC Program
201 W. Preston Street, 1st Floor
Baltimore, Maryland 21201
1-800-242-4842
www.mdwic.org

Publication Dating
General Guidelines
All print materials must have a publication date. Use the
format mmyy. For example, if the publication prints in
September 2014, the date would appear as 0914.
If the item is to be in CORE inventory, then the CORE
number must proceed the date. For example, the
Authorized Foods List in English would be C-02/0914.
The publication date changes any time there is content
revisions. If there are no changes to content, the last
publication date remains in use for subsequent reprints.
FONT: Myriad Pro
PLACEMENT: End of material at bottom left, below
non-discrimination statement
Sample publication date
Sample inventory code and publication date
0914
C-02/0914

Design & Layout
Use of Color
WIC strategically uses color to appeal to and connect with our participants
and partners. Integrating brand colors in our logo, print materials, products
and other platforms achieves the highest brand impact and recognition.
Color psychology and color perception studies guided WIC’s color selection.
Both warm and cool colors balance our logo. Cool colors, like green and
purple, convey calmness and security while warm colors, like orange,
connote energy. A deeper look at our three main brand colors shows each is
popular choice for the health industry. Purple represents authority, showing
WIC as a trusted resource. Green says WIC is about health and expresses
calmness, freshness and serenity, while orange tells that our program is full of
life, excitement, vitality, and fun.
For optimal quality and consistency, use the color system specific to your
printing needs. This allows for best possible color matching across all media
platforms.
Please use these colors at 100% value whenever possible.
When type overprints a photo or background, make sure there is enough
contrast for it to be legible. If in doubt, black or white may be used.
When a light tint is needed for a background, use 20% of the color. When a
medium tint is needed for a background or in combination with solids and
light tints, use 60% of the color.
COLOR SYSTEMS
PANTONE MATCHING SYSTEM (PMS) consists of
individual spot colors that use PMS Match Ink
Formulas for offset and screen printing. PMS colors
include matching shades for use on both coated
and uncoated paper. Generally, coated colors are
specified, however when printing on uncoated paper
be sure to specify the uncoated PMS number.
CMYK is the 4-color process ink system used for
offset and digital printing. The four basic process
colors are: Cyan (C), Magenta (M), Yellow (Y), and
Black (K). Percentages, or process builds, of these
colors combine to create a full color effect.
RGB or Red (R), Green (G) and Blue (B) are digital
colors with a unique set of formula numbers that
are equivalent to PMS and CMYK colors. These
colors are used online and for other digital
applications.
HEXIDECIMAL is a number color code (HTML) used
to specify colors for web and video production.

Design & Layout
Core Color Palette
The Maryland WIC core colors are purple,
green, and orange. Refer to this palette
when creating new graphic materials
and always include at least one of the
core colors. They are best used with all 3
in combination.
When considering a color other than
black for body copy text, purple is the
most recommended color.
Black and white are considered part of
the core color palette.
PMS 360C PMS158CPMS 2593C
WIC PURPLE WIC GREEN WIC ORANGE
Process
PMS Coated (C)
PMS Uncoated (U)
RGB
Hexidecimal
60% Tint 60% Tint 60% Tint
C 61 M89 Y0 K0
PMS 2593C
PMS 2593U
R132 G50 B155
#84329B
C 58 M0 Y80 K0
PMS 360C
PMS 360U
R108 G194 B74
#6CC24A
C 0 M61 Y97 K0
PMS 158C
PMS 158U
R232 G119 B34
#E87722

Design & Layout
Extended Color Palette
The colors of the extended
palette complement the core
program colors and support
the Maryland WIC brand.
Other colors should not be
added to the palette and it is
best to limit the number of
colors used in a single
communication.
The extended palette can
be used to help differentiate
pieces within a campaign
or series.
Remember to always use at
least one of the core colors in
all designs.
PMS 360C PMS158C PMS158CPMS 2593C
WIC YELLOW WIC TURQUOISE WIC PINK WIC BLUE
Process
PMS Coated (C)
PMS Uncoated (U)
RGB
Hexidecimal
60% Tint 60% Tint 60% Tint 60% Tint
20% Tint
DO NOT USE
YELLOW as a
color for text or
headings due to
low visibility.
C0 M24 Y94 K0
PMS 123C
PMS 109U
R255 G199 B44
#FFC72C
C 71 M0 Y33 K0
PMS 3262C
PMS 3262U
R0 G191 B179
#00BFB3
C 1 M83 Y0 K0
PMS 225C
PMS 226U
R223 G25 B149
#DF1995
C 71 M42 Y0 K0
PMS 2727C
PMS 2727U
R48 G127 B226
#307FE2

Design & Layout
WIC Food / MyPlate Color Palette
Use these additional colors with MyPlate or in other food
specific graphics. Some are unique and some are the
same as WIC colors.
More specific information about the ChooseMyPlate.gov
graphic, colors, and usage can be found in the MyPlate
Graphic Standards publication.PMS 2593C PMS 2593C
WIC FOOD RED
BACKGROUND
Yellow
PMS 124C
GRAINS
Orange
PMS 159C
FATS
WIC Pink
PMS 226C
FRUITS
WIC Food Red
PMS 485C
PROTEIN
WIC Purple
PMS 2593C
DAIRY
WIC Blue
PMS 2727C
VEGETABLES
WIC Food Green
PMS 361C
WIC FOOD GREEN
Process
PMS Coated
PMS Uncoated
RGB
Hexidecimal
60% Tint 60% Tint
20% Tint 20% Tint
C0 M95 Y100 K0
PMS 485C
PMS 485U
R218 G41 B28
#DA291C
C77 M0 Y100 K0
PMS 361C
PMS 361U
R67 G176 B42
#43B02A

Design & Layout
Typography
Our brand typeface is Myriad Pro.
Myriad Pro should be used for all applications, except
for typing letters, internal documents, or online HTML
text. In these cases, use Arial as the default font.
For design, Frutiger is an excellent substitute; you may
also substitute Calibri or Arial.
Keep typography simple. Do not overcrowd layouts
and do not use too many type sizes and styles. Do not
use italic or all caps to draw attention to text; use a
bolder font weight instead.
To add flexibility, you can use any faces in the Myriad
Pro families shown here. The different weights include:
light, regular, semi-bold, and bold.
Use condensed only where you have limited space, or
for illustrative purposes.
Always use at least 12 point text for legibility.

Design & Layout
Visual Imagery
Visual Imagery—photographs, illustrations and
typographic treatments—should be simple, engaging,
and high quality.
When choosing imagery, strive for consistency of color
and style within the design. Make sure the art files are
high resolution (300 dpi at print size) and that they do
not interfere with the logo’s legibility.
TYPES OF IMAGES TO USE:
• diversity of happy women, infants and children
• healthy WIC foods: raw ingredients, home made
meals, approved packaged foods
• eating, play and learning activities
• safe and proper care procedures
• participants in WIC environments
• geometric design elements, such as circles, dots,
checks, colored lines and simple patterns
Imagery should allow for clean layouts with adequate
white space. Silhouetted photographs and illustrations
work well. Use simple infographic-style diagrams and
charts to bring facts and figures to life.
TYPES OF IMAGES TO AVOID:
• clichéd imagery: use‘real’people rather than
model-types, in natural not posed situations
• cartoon like clip-art does not represent high quality,
especially when depicting people
• uninspiring imagery that is not engaging or well
photographed
• distracting decorative elements, shadows, or background
patterns or images that overpower the message
WIC STANDARDS WILL NOT ALLOW IMAGERY THAT INCLUDES:
• bottles or bottle-fed infants
• sippy cups
• pacifiers or binkies
• food that is not cut into age appropriate bite-size pieces
• candy, cakes, ice cream, soda and other sweets
• child being held by adult when eating
• toddler at table or in car without safety seat
• eating in living room, in front of TV, sitting on counter top
• for breastfeeding, make sure mother’s breast is not
overly exposed
• show correct position when breastfeeding

Design & Layout
Stock Imagery / Copyright Notice & Attribution
The Maryland WIC State Office will purchase all stock imagery.
Submit requests for specific images to the State Office. Images
will be available on Share Point for use. All print materials must
list credit for the image in accordance with the provider’s
requirements. Individual images are not available outside print
documents for public use. Contact the State Office with any
questions regarding copyright and attribution of stock imagery.
©iStock.com/John Doe
Sample attribution

Organization
• Be consistent in the way material is organized and formatted.
• Sequence information logically.
• When possible, organize the material using explanatory, clear headers.
SIMPLE: Breakfast (good)
EXPLANATORY: Breakfast Meal Plans (better)
• If desired, underline or bold the headers or titles. Do not use italics.
• Present only one idea at a time.
• Try to keep each idea to one page.
• Use visuals to explain important information.
Create content for Maryland WIC materials at a maximum of a fifth grade reading level to be accessible to individuals with
low literacy. Use plain language for easy to read communication. Keep in mind people with a reduced reading level have
limited comprehension, retention, and vocabulary.
Layout
• Avoid lengthy lists. Limit to no more than seven items.
• Start each paragraph on a new line and skip a line between each. Do not indent paragraphs.
• Paragraphs should be no more than four lines, three is preferred.
• Include plenty of white space in your document. This allows readers to focus.
• Ideal combinations:
50 / 50 – text / white space
30 / 30 / 50 – text / visual / white space
• Make room for white space by simplifying text, adding pages or enlarging the size of the piece.

Text Format
• Use capital and lower-case lettering; using all caps is difficult to read.
• Do not use right justification (where all words are aligned on the right).
• Avoid putting the first word of a sentence as the last word on a line. Also,
(that was an example), avoid putting the last word of a sentence as the first word on a line.
• Italics are difficult to read. To highlight a word or passage, bold or underline it.
• Use at least 12 point font size.
• Use high contrast colors between background and text.
• Use thin lettering without curls (such as Myriad, Arial, or Calibri).
• Always use normal letterspacing, do not add or subtract space between letters.
Wording & Sentence Structure
• Use plain language.
• Use short, non-technical words of two syllables or less.
• Avoid abbreviations, contractions, acronyms, unfamiliar spellings of words, and quotation marks.
• Sentences of eight to ten words are best. Never use sentences longer than twenty-five words.
• Use the active voice instead of the passive voice.
ACTIVE: Everyone ate breakfast.
PASSIVE: Breakfast was eaten by everyone.
• Use positive statements.
POSITIVE: Always eat breakfast.
NEGATIVE: Do not skip breakfast.

Visuals
• Visuals should be direct and informative, not just attractive.
• Place the illustration next to the text it is describing.
• Use simple illustrations.
• Circles or arrows are very useful in pointing out key information.
• Use high resolution photographs to ensure good print quality.

Standard Language
Glossary
USE DO NOT USE EXPLAIN
Authorized Foods List Foods List Foods is plural
Breastfeed
Breastfed
Breast feed
Breast-fed
One word, do not hyphenate or space
Check Voucher
Fruit & Vegetable Check or FVC
Fruits & Vegetable Check
Vegetable & Fruit Check
ID I.D.
Do not use periods when referring to an
abbreviation of identification
ID Folder ID folder ID Folder is a proper noun
Local Agency Capitalize when used as a proper noun
Maryland WIC Program
The Maryland WIC Program
Office of the Maryland WIC Program
“The”or“Office of the”is not part of the
program name
Participant
Client
Customer
Do not use synonyms
State Office Capitalize when used as a proper noun

SpanishTranslation
General Guidelines
When procuring Spanish translated materials,
include the following specifications in your request:
• Central American Dialect
• 5th Grade level
• Formal Language
Use the Spanish primary logo and tagline images
for Spanish language publications. All other brand
guidelines apply.
ProgramaWIC de Maryland
Spanish program name - see page 3 for usage
Programa para mujeres, bebés y niños de Maryland
Spanish full name to be used in text
MarylandWIC
Brand name
Mejor Nutrición Mejor Futuro
Spanish tagline - see page 4 for usage
John M. Doe, Gobernador
Jane L. Smith, Tte. Gobernador
Juan A. Rodrigues, M.D., Secretario, DHMH
Administrative names and titles - see page 18 for usage

SpanishTranslation
Non-Discrimination Statement
Print publications must include the Non-
Discrimination Statement from the USDA Office of
Civil Rights, Compliance Branch Memo dated May
24, 2013.
FONT: Myriad Pro
PLACEMENT: End of material at bottom, below
the Maryland State logo and
administration names and titles
If the material is too small to permit the full
statement to be included, use the abbreviated
statement. See page 19 for details.
Abbreviated Statement
Esta institución es proveedora de igualdad de
oportunidades.
El Departamento de Agricultura de los Estados Unidos (por sus siglas en inglés
“USDA”) prohíbe la discriminación contra sus clientes, empleados y solicitantes
de empleo por raza, color, origen nacional, edad, discapacidad, sexo, identidad
de género, religión, represalias y, según corresponda, convicciones políticas,
estado civil, estado familiar o paternal, orientación sexual, o si los ingresos de
una persona provienen en su totalidad o en parte de un programa de asistencia
pública, o información genética protegida de empleo o de cualquier programa
o actividad realizada o financiada por el Departamento. (No todos los criterios
prohibidos se aplicarán a todos los programas y/o actividades laborales).
Si desea presentar una queja por discriminación del programa de Derechos
Civiles, complete el USDA Program Discrimination Complaint Form (formulario
de quejas por discriminación del programa del USDA), que puede encontrar
en internet en http://www.ascr.usda.gov/complaint_filing_cust.html, o en
cualquier oficina del USDA, o llame al (866) 632-9992 para solicitar el formulario.
También puede escribir una carta con toda la información solicitada en el
formulario. Envíenos su formulario de queja completo o carta por correo postal
a U.S.Department of Agriculture, Director, Office of Adjudication,
1400 Independence Avenue, S.W., Washington, D.C. 20250-9410, por fax al (202)
690-7442 o por correo electrónico a program.intake@usda.gov.
Las personas sordas, con dificultades auditivas, o con discapacidad del habla
pueden contactar al USDA por medio del Federal Relay Service (Servicio federal
de transmisión) al (800) 877-8339 o (800) 845-6136 (en español).
El USDA es un proveedor y empleador que ofrece igualdad de oportunidades.

For More Information
For questions or assistance, please call
410-767-5242 and ask for the Communications Unit.
IMPORTANT: All print, media, or other materials referring to the Maryland WIC
Program must be approved by the Maryland WIC State Office prior to production.
Submit to: dhmh.wic@ maryland.gov

MarylandWICProgram
201W.PrestonStreet,1stFloor
Baltimore,Maryland21201
1-800-242-4WIC
www.mdwic.org
MartinO’Malley,Governor
AnthonyG.Brown,Lt.Governor
JoshuaSharfstein,M.D.,Secretary,DHMH
TheU.SDepartmentofAgricultureprohibitsdiscriminationagainstitscustomers,employees,andapplicantsforemploymentonthebasesofrace,color,nationalorigin,age,disability,sex,genderidentity,
religion,reprisal,andwhereapplicable,politicalbeliefs,maritalstatus,familialorparentalstatus,sexualorientation,orallorpartofanindividual’sincomeisderivedfromanypublicassistanceprogram,or
protectedgeneticinformationinemploymentorinanyprogramoractivityconductedorfundedbytheDepartment.(Notallprohibitedbaseswillapplytoallprogramsand/oremploymentactivities.)
IfyouwishtofileaCivilRightsprogramcomplaintofdiscrimination,completetheUSDAProgramDiscriminationComplaintForm,foundonlineathttp://www.ascr.usda.gov/complaint_filing_cust.html,
oratanyUSDAoffice,orcall(866)632-9992torequesttheform.Youmayalsowritealettercontainingalloftheinformationrequestedintheform.Sendyourcompletedcomplaintformorlettertousby
mailatU.S.DepartmentofAgriculture,Director,OfficeofAdjudication,1400IndependenceAvenue,S.W.,Washington,D.C.20250-9410,byfax(202)690-7442oremailatprogram.intake@usda.gov.
Individualswhoaredeaf,hardofhearingorhavespeechdisabilitiesmaycontactUSDAthroughtheFederalRelayServiceat(800)877-8339;or(800)845-6136(Spanish).
USDAisanequalopportunityproviderandemployer.
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Maryland WIC Brand Guidelines 2014

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