A brand is more than just what our materials look like; it’s also who we say we are and how we make people feel. This is why providing a consistently high-value experience across the organization, from events to programming to marketing, is so important. Consistency in how we represent ourselves is critical to building trust and deeper connections in our communities.
Para Los Niños’ current strategic plan includes the high-priority goal of improving integrated services – this ensures that more people have access to more of what PLN has to offer. To achieve that, community members must be able to easily identify the connection between our programs, no matter which one they enter through.
Imagine a parent of a student in our Charter Elementary School (CES) sees a flyer for Youth Workforce Services (YWS) on a community bulletin board. Strong brand recognition means that parent will understand YWS is somehow connected to CES and can speak to someone they know and trust at the school to learn more about how to get involved. Especially if they’ve had a positive experience at the school, this vastly improves their chances of enrolling in a new PLN program.
Each interaction with our communities is a reflection on our work and our impact; through flyers, letters, photos, signage, and speaking we can elevate our brand and expand our work.
Please use this page and resources to help amplify this amazing work we do, together.
Logo Files
Approved logo files are here. Please refer to the guide for proper usage. Any questions can be directed to Communications and Marketing.
Top Photos
Some of our top photos are here. Please refer to the guide for proper usage. Any questions can be directed to Communications and Marketing.
Templates
Letterhead, PowerPoint, and stock flyer templates are here. Please refer to the guide for proper usage. Any questions can be directed to Communications and Marketing.
Sharing Our Story
Our History
Founded in 1980 as the first children’s social services agency in Skid Row, Para Los Niño—meaning “for the children’—began when Social Worker Tanya Tull was moved to act by an L.A. Times article describing the plight of unhoused children. She secured a $5,000 grant, leased a 5,000-square-foot warehouse and enrolled the first 50 children.
In the 1990’s, Para Los Niños continues to grow expanding programs from early education to grade school and afterschool programming. In 1994, PLN received the largest Family Preservation grant in L.A. County’s history.
In the early 2000’s, Para Los Niños not only opened the Charter Elementary School and Middle School, but also youth work force centers supporting youth up to 24 with college and career readiness. In 2004, PLN started providing mental health support to families and remains the only children’s mental health provider in the Skid Row neighborhood.
In 2010, Para Los Niños joined a pilot to focus on supporting a community’s ability to foster and sustain healthy and thriving environments for families. In the past decade and a half, Para Los Niños has expanded to include even more programs that promote the overall wellbeing of children, youth, and their families. These programs include help for new parents, people who have experienced trauma, and people who need support navigating complex social services.
Today, PLN covers the full spectrum of life’s milestones from pre-natal support to preschool, from grade school to college, from mental health care to parent resources and community empowerment for all. PLN has grown to a network of support for more than 10,000 children, youth, families and community members in 16 locations across Los Angeles County. The organization’s proven approach helps to build stronger, more stable families and brighter futures for children.
Key Message Points
Our unique approach is effective because of the aspects of working together:
- Excellent Education: Our schools and youth centers offer high-quality education and wraparound support to educate the whole child from 6-weeks to 24 years-of-age. Using an inquiry-based approach with social-emotional integration we nurture a child’s healthy academic, physical, and social-emotional development to succeed in school, work, and life.
- Powerful Families: We partner with parents and provide opportunities to strengthen their leadership, provide support in stress management and education, plus counseling and clinical support, to ensure students and families thrive.
- Strong Communities: We are active in our communities to create spaces that connect children, youth, and families to education and resources to lead and succeed. We have strategic partnerships with agencies and community stakeholders across LA to build trust and together give voice to our diverse perspectives.
Logo Usage
Expectations
- Creation, application, or any use of the Para Los Niños brand elements must conform to approved standards as authorized by Para Los Niños. Additionally, it is imperative that PLN brand elements are used properly on all merchandise, web, printed materials, signage, etc.
- Accompanying marks for committees, schools, departments are to be shared alongside the PLN mark:
- The lockup ensures brand consistency by maintaining a clear but separate visual connection between the school/committee/department l and the parent organization, Para Los Niños.
- It clarifies the hierarchy of the school/committee/department within the larger organization.
Mark Examples
- Approved logo versions
Primary: 
Horizonal: 
Logotype: 
Core Block: 
- Approved colors (Pantone, Web, CMYK, RGB, Thread Tone)
Primary: 
Secondary: 
- Approved single-color variations
Primary: 
Horizontal: 
- Approved font types
- Logotype is hand-drawn lettering and not a font. Do not use these letters
for anything other than the logotype. - Lato is a sans-serif font recommended as the primary font for the brand. It’s
used on the website. - Merriweather is a Google font with excellent legibility for screens and body
copy it’s a good contemporary replacement we recommend using this in
place of Garamond for applications with
- Logotype is hand-drawn lettering and not a font. Do not use these letters
- Common errors/unapproved logo uses
What Not to Do
- Do not edit or add to the mark.
- Do not place the logo over patterns, busy images, or graphics that take away from the mark. Space should be given around the mark on all sides.
- Do not distort the mark or use a blurry file.
- Do not use previous versions/special editions.
Flyers, Posters, and Signage
There are templates available for PLN staff to share events, meetings, and other information at the top of this page.
- Templates are designed to give you the option to create a flyer if needed quickly or for a regular event.
- If a new template is needed, please place a request; do not create a new flyer to share with external audiences.
If you would like to request a new project, please submit it here or email the Communications and Marketing team here.
- Please note that printing requests are made within the budget of your team and not covered by Communications and Marketing.
For signage needs please contact the Communications and Marketing team with your request and give at least 2 months for installation.
- Please note that signage requests are made within the budget of your department and not covered by Communications and Marketing.
Press & Media
The Para Los Niños Communications and Marketing Department works in cooperation with news and other media outlets. To ensure we are focused on our mission of educating and empowering every student, along with our focus on safety and security, protocols are in place to guide media inquiries. All requests and inquiries are to be directed to the Communications and Marketing Department.
Staff who are contacted by the media must refer media requests Communications and Marketing prior to granting access to the media. Communications and Marketing staff will then assist the media with organizing dates, times and locations and provide other information, depending on the request or inquiry.
Please don’t hesitate to contact the Communications & Marketing Department if you have any questions or need assistance.
Unplanned Media on PLN Property
Prior approval from the Office of Communications & Marketing must be obtained before any media, including reporters, photographers or videographers, are allowed on PLN property.
All visitors, including the media, are required to check in at the site front desk or a school’s main offices and present state-issued photo identification. All visitors are required to wear visitor badges at all times while on PLN property.
Generally speaking, we ask the media who wish to conduct random “man on the street” interviews or who wish to get a video of a district facility do so away from district property, not disrupt the learning environment and/or block any entryways.
Student and Staff Privacy
Student and staff photographs, videos and interviews may only be conducted with permission and at the discretion of the Communications & Marketing Department.
All students photographed, filmed or interviewed must have media releases on file.
Photo Policy
Professional student and staff photographs, videos, and interviews may only be conducted with permission and at the discretion of the Communications & Marketing Department.
All students and youth photographed, filmed, or interviewed must have media releases on file.
The approach to photography should mirror the brand voice showing photos that capture: Empowerment and Independence, Inclusivity, Focus and a Drive for Excellence, Teamwork, Community, and Trust.
- Photos should not have kids wearing prominent logos that aren’t PLN branded.
- When possible, photos should be natural and show kids smiling, learning, interacting with each other and teachers.
- Photo composition should be asymmetrical, and the subject should not be in the center of the photo.
- Warm, authentic photos of children, youth, families, and staff are an integral part of the PLN brand. They should be candid and use natural lighting.
- Photos, and particularly photo combinations, should reflect the diversity of our community and the wide range of services we provide.
Social Media Policy
Be a Brand Ambassador
Departments cannot create social media accounts without approval from the Communications and Marketing Team.
If granted, maintain separate professional and personal social media accounts. Use your PLN-issued email account to create any professional accounts, including employee, grade-level, and department accounts, and use those accounts only for school purposes.
- Professional accounts, whether employee, grade-level, or department accounts, should be “private” accounts, meaning that individuals should only be able to access the images on the account if they have been “added” by the account administrator.
- All professional social media accounts must include the following disclaimer language prominently displayed on the information or about page for the account: “The purpose of this social media account is to further PLN’s vision and mission, support student learning and staff professional development, and enhance communication with students, parents/guardians, staff, and community members. Any comments that do not directly relate to these purposes will be removed. PLN social media pages are produced and maintained by PLN staff. Links to other Internet sites, and nothing therein should be construed as an endorsement of the views contained therein.”
Follow Our Social Media Pages
Swag and Merchandise
If you would like to order some PLN shirts, pens, notebooks, sweaters, etc. – you need to have the art approved by Marketing and Communications.
The MARCOM team is happy to support with design, production, and ordering. Please reach out and set up a time to discuss, or if you have something you would like printed with a different vendor you can share the artwork and specifics with MARCOM to okay.
Tips for success:
- Reach out as soon as possible. For most swag items, there is a minimum of three weeks for turnaround.
- Know your budget and your funding codes.
- Gather sizes if needed ASAP.
- Keep in mind there are minimums to make orders – for example at least 24 shirts need printed, but the more you order the more cost cuts you can potentially get.
Occasionally PLN will open a “Swag Store” for staff to purchase more PLN branded items. Check all staff emails for information on dates and items.
