rebrand toolkit: mndm - Dance Marathon

rebrand toolkit: mndm

  • rebrand toolkit: mndm

    Dance Marathon is changing its name and icon as of January 1, 2015 – meet the new miracle network dance marathon.

    DM 2015 Rebrand from CMN Hospitals on Vimeo.

    miracle network dance marathon FAQs

    The goal is to unite miracle network dance marathon programs of Children’s Miracle Network Hospitals® to garner recognition for individual programs and to provide the opportunity to connect all programs as the largest student-led, philanthropic movement benefiting children’s charities in North America. Rebranding is just one of the many initiatives we are undertaking to raise awareness and increase fundraising.

    In our goal to protect the intellectual property of our programs and meet the growing needs of constituents, CMN Hospitals invested time, energy, and resources to carefully evaluate our brand. We wanted to understand why people donated to us, as well as why they don’t. It became clear, based on research, that people need to better understand who we are and what we do as a collective entity.

    What do you mean by rebranding?

    Our efforts go way beyond a new name and a new logo – it’s about defining what makes a Dance Marathon part of the Miracle Network and distinguishing the excellence of our programs under a shared umbrella. When you see something created and distributed by miracle network dance marathon, you should know it is ours because everything will feel the same. We have carefully crafted our name, our logo (which we also call a mark and icon), the look and feel of our artwork, as well as our brand voice, to convey this personality. miracle network dance marathon connects to the mission of CMN Hospitals to create miracles, and is representative of the true network of high schools, colleges and universities that we serve.

    Who did the rebranding work?

    The Youth Marketing Department of CMN Hospitals worked closely with Advertising for Humanity to initiate and execute a successful rebrand. Advertising for Humanity is known for transforming brands and developing strategy that combines marketing with meaning. The Youth Marketing Team engaged in-house creative expertise throughout the process and in developing a rollout strategy. We are very fortunate to have their help in this project.

    Were partner hospitals and students consulted about the impact of this rebranding?

    Several hospitals and students were also contacted individually and through focus groups in the process.

    When was this change announced?

    Our name change and rebranding efforts were announced to students, university advisors, and hospital program staff in July 2014. A formal announcement was made to all Program Directors in September 2014, and during Momentum 2015.

    We’ve cobranded with the old logo, so what do we do now?

    Children’s Miracle Network Hospitals will begin using the new logo and name as of January 1, 2015, and we ask that you do the same. We know that you have signage, paper icons, shirts, etc. as a part of past fundraising efforts. We understand that transitioning to the new name and logo will be a timely process. You do not need to immediately change signage and other materials but please begin the process of updating these items with the new logo as soon as possible. miracle network dance marathon will be online at as of January 1, 2015. Emails for the Dance Marathon Team will remain unchanged.

    Can I abbreviate the name to mndm?

    You may – we will be using mndm in the digital world – such as our URL, Facebook and Twitter pages – but ask that you write out miracle network dance marathon in other situations. We know it’s long, but it supports our branding.

    Am I using the new logo correctly?

    Refer to the Usage Guide and usage examples. We expect it to take a few months before you’re comfortable using the new brand, so please direct any and all questions to the Dance Marathon Youth Marketing Team, and to your appropriate Region Manager.

    Important Downloads

    Logos and Icon DOWNLOAD

    Usage Guide DOWNLOAD


    Sample College Logo Branding

    Sample Fonts

    Gotham Rounded Book

    Gotham Rounded Bold

    Tungsten Rounded Book

    Sample Photos DOWNLOAD

    Good photography is a powerful tool to help communicate the excitement, the passion, and the scale of the event. The following are dynamic photos. Refer to the Usage Guide for more details.

© 2017 Children’s Miracle Network Hospitals, a not-for-profit, section 501(c)(3)

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