Branding
Utilizing UC Master Food Preserver Program branding guidelines promotes a cohesive statewide brand for the program and minimizes the distribution of inconsistent or inaccurate information. Branding guidelines are designed to help counties maximize volunteer and coordinator resources, and increase professionalism and consistent messaging.
- Mission Statement
- Tagline
- UC ANR Writing Style Manual
- Commonly Used Acronyms
- Quick Tips
- Understanding the Importance of Using 'UC Master Food Preserver' Over 'MFP'
- Logos
- Non-Discrimination Language
- Resources
Mission Statement
The UC Master Food Preserver Program’s mission statement is used to help guide the program and clearly defines our core goals and programmatic activities. The mission statement for all local county-based programs is the same as the statewide mission statement and should never be altered or modified.
"To keep Californians safe and well as they use culturally appropriate, research-based practices to safely preserve food in the home, reducing food waste, increasing food security, and providing engaging ways for Californians to explore healthy food."
Tagline
A tagline is a memorable phrase that sums up the promise of the brand. The UC Master Food Preserver Program tagline should be used as often as possible to help the public recognize the program as a “go-to” source for home preservation questions. It goes hand-in-hand with the program mission statement. The tagline for all local county-based programs is the same as the statewide tagline and should never be altered or modified.
"Preserve today, relish tomorrow."
UC ANR Writing Style Manual
The preferred style manual for UC ANR and the UC Master Food Preserver Program is the Associated Press or AP Style Guide; more scientific or academic communications can follow the Chicago Manual of Style. UC ANR developed an internal ANR Writing Style Guide for quick reference on commonly used words.
UC ANR and UC Cooperative Extension:
- UC Division of Agriculture and Natural Resources (UC ANR)
- University of California Cooperative Extension (UCCE) or UC Cooperative Extension
- UC Master Food Preserver Program
- Sustainable Agriculture & Research Education Program (SAREP)
Volunteers:
- UC Master Food Preserver or UC Food Preserver volunteer
County-based program:
- UC Master Food Preserver Program of _________ County or UC Master Food Preserver Program of _________ and _________ Counties.
Please note: the term "UC Master Food Preserver" should always be capitalized; this is the same for the term "UC Master Food PreserverProgram". Do not use periods in the initialism of UC; for example, U.C. is incorrect.
Commonly Used Acronyms
Reference the UC ANR Acronym Directory for a full list of commonly used acronyms and definitions.
- CE – Cooperative Extension
- UC ANR – University of California Agriculture and Natural Resources
- UC – University of California
- UCCE – University of California Cooperative Extension: UC ANR's outreach arm, with farm, nutrition, family and consumer sciences advisors based in more than 50 county offices. In addition, Cooperative Extension specialists are headquartered at UC Berkeley, UC Davis, and UC Riverside, where they conduct research and coordinate advisors' activities.
- UC IPM – UC Integrated Pest Management: the control of pests or diseases by using an array of strategies, including kitchen pests.
Please note: The following acronyms and/or terms should not be used on materials developed or available to the general public.
- MFP – Master Food Preserver: Using the acronym 'MFP' does not accurately translate to the public what the UC Master Food Preserver Program is and does not connect back to the University.
- MG – Master Gardener: Using the acronym 'MG' does not accurately translate to the public what the UC Master Gardener Program is and does not connect back to the University.
Quick Tips
| Do | Don't |
|---|---|
|
|
Understanding the Importance of Using 'UC Master Food Preserver' Over 'MFP'
In our commitment to maintaining clear communication and a strong brand identity, we prioritize using "UC Master Food Preserver" instead of the acronym "MFP". Here's why:
- Clarity for Broader Audience: Acronyms can be misleading. While "MFP" signifies Master Food Preserver for insiders, outsiders might confuse it with "multi-function printer" or one of many other terms with the same abbreviation. This potential confusion hinders our reach and message.
- Branding and Recognition: "UC Master Food Preserver" not only signifies expertise but also aligns us directly with the esteemed University of California. This full title bolsters the program's legitimacy and credibility.
- Connection to the University: The full title reinforces our tie to the University of California, leveraging its reputation to bolster our own.
- Consistent Messaging: Consistency is the cornerstone of impactful marketing. A mix of "MFP" and "UC Master Food Preserver" can fragment our brand perception, diluting our message's effectiveness.
- Accessibility: We aim to be as welcoming and inclusive as possible. The term "MFP" might act as an unnecessary obstacle for newcomers or those unfamiliar with food programs, forcing them to decipher its meaning.
- Search Engine Optimization (SEO): In the digital age, searchability is key. Terms like "Master Food Preserver" or "University of California food preservation program" have a better SEO footprint than the acronym "MFP", ensuring we maintain high online visibility.
Our overarching marketing principle is to ensure clarity and broad understanding. By using "UC Master Food Preserver", we align with this goal, enhancing our program's visibility and reputation.
Logos
The official statewide logo for the UC Master Food Preserver Program is the key building block of the program’s identity and the primary visual element that communicates who we are and what we do. The logo should never be color enhanced, outlined or altered in any way. Additional detailed information on the UC Master Food Preserver Program logo is available.
Non-Discrimination Language
USDA funding requires us to provide standard non-discrimination language in communications about programs. UC ANR policy related downloads are available online and updated by the Affirmative Action Team.
For single-page printed publications advertising programs, the following statement is to be used (Updated April 2023 — please verify this is still current before use):
"University of California Agriculture & Natural Resources (UCANR) is an equal opportunity provider. (Complete nondiscrimination policy statement can be found on the UC ANR website.)
Inquiries regarding ANR's nondiscrimination policies may be directed to UCANR, Affirmative Action Compliance Officer, University of California, Agriculture and Natural Resources, 2801 Second Street, Davis, CA 95618, (530) 750-1343."
OR "University of California Agriculture & Natural Resources (UC ANR) is an equal opportunity provider."
Resources
- UC Master Food Preserver Program Quick Style and Reference Guide (PDF)
- UC ANR Branding Guide
- University of California Brand Guidelines
- Extending information through the news media
Questions? Contact:
UC Master Food Preserver Program
ucmfp@ucanr.edu