VFW She Serves Style Guide

Mission and Purpose

This Brand Identity Usage Guide was created to establish a consistent application of the She Serves identity across all marketing efforts. A coherent look and feel of all She Serves communications is critical for building a solid brand and image, one that lets female veterans know they have a special, defined place as a VFW member. Any use of the She Serves logo, taglines, and other brand elements must adhere to the standards set forth in this Brand Guide. If you have any questions about proper use of the VFW She Serves brand, please contact us at info@joinsheserves.org.

Mission Statement

In forming She Serves the VFW specifically honors the service and sacrifice of female veterans who have served faithfully in our overseas conflicts. This sisterhood of support fosters camaraderie by connecting women with other veterans who understand the distinct pride of being a female service member.

Purpose of She Serves

She Serves was created to reach out to the women veteran population – a large, untapped group of veterans that can bring much-needed vitality, energy and innovations to the VFW. The VFW is dedicated to assisting female veterans and understands that female service members confront issues that their male counterparts do not. Women veterans often don’t realize that they are eligible to join the VFW or have the perception they will not be accepted by male members. Through She Serves, the foundation for all national female recruiting and retention marketing efforts, women are made to feel welcome and have a sense of belonging to a powerful organization advocating on behalf of all veterans. This member acquisition campaign is designed to increase female membership by raising the relevance of the VFW for women and providing a focus on community and relationships. She Serves is helping to shape a new image for the VFW, depicting it as a place for both female and male veterans of all ages.