recognition and strength

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1 Introduction A corporate identity is the fundamental style, quality, character and personality that sets one organization apart from all others. Corporate identity plays a crucial role in laying the foundation for recognition and preference among members, leaders, and the public. A strong corporate identity can be a powerful tool in the marketplace. In this guide, we will explain the standards for its use in several applications. Our logo s consistent appearance and correct use can increase its recognition and strength to the public. Important details that help us present a consistent image strengthen our prescence to others you can either reinforce or confuse Exchange s image depending on how closely you follow our standards. Our goal is to project the same professional image, regardless of where it is being used; whether it be in a newsletter, t-shirt, or stationary. We have created this guide to help avoid common misrepresentations. The guidelines apply to all visual communications materials for the National Exchange Club. Remember that you are preserving the integrity of the National Exchange Club s most valuable asset: our image in the nation. This style guide provides the tools to use our logo in the correct manner and maintain its integrity. Since our identity is the visual means by which we distinguish our programs and projects, it is the essential link to our reputation and it is important that it be executed correctly and consistently every time. Our logo s consistent appearance and correct usage increase its recognition and strength to the public.

2 Exchange personality Corporate Values Integrity Patriotism Respect Humility Exchange s Attributes Accomplished Creative Trustworthy Committed Organized Proactive Successful Enthusiastic Dedication These are the values and attributes that the National Exchange Club wants to portray to the world about the organization and its members. If everyone helps to convey the same message, then it can grow stronger and continue on a positive course. However, if the logo is used inappropriately, it sends a negative message to the outside world that is sloppy and unorganized. We wish to have the best reputation possible to enhance our look to others, and all members and leaders can help this by using the logo and emblem correctly every time. We believe these words represent our members

3 Logo components Logo Logotype The Exchange logo is made of the Exchange Club emblem and with a large word Exchange and smaller The National Exchange Club in all capital letters to the right of the emblem. A registration mark set on the right of the emblem, to the left of the word Exchange. This logo is the one adopted by the organization and should not be altered in any manner that is not described in the style guide. The National Exchange Club can be personalized to read your club or districts name on several stationary pieces. This is especially helpful when either entity is sending information to its members, to clarify it is not being sent from National Headquarters. The logo is available for download on the National Exchange Club website in the Member Area.

4 Exchange Club logo The Exchange Club logo can be used in its entirety or by using the emblem alone. In some circumstances, only the emblem is wanted for use, and is appropriate. It can be used in two color; reflex blue and gold; and black and white. When possible, always use the two color emblem. The traditional emblem has a black background with white XC letters in the center. However, there may be instances where the emblem will be viewed more clearly with the XC black with a white background. Use of this emblem is allowed, but the black background emblem is preferred. When necessary, the emblem can be removed from the word Exchange for space allowance. DO DO

5 Clear space around the logo Clear Space Clear Space Clear Space { Clear Space is equal to the height of the letters in the National Exchange Club When using the Exchange Club logo, it is important that no other objects or text are too close to the logo. The space surrounding the logo is referred to as clear space. No other type or other element should be positioned inside this clear space. It is important to leave 1/8 to 1/4 clear space around the logo so it is not crowded by other elements and can stand on its own Central Avenue Toledo OH Ailll doen eor clewl dxcce nakwo an anwlwl nal anak alcik olxl salwo slos swxc docco elwxo wmcu uirm ghfyr cnjfufy fdhy kdj nhe djaah cmjjd mksis sn- Do not crowd the logo with typography.

6 Logo color specifications PMS Reflex Blue & 874U PMS Reflex Blue PMS 201U The official Exchange colors PMS Reflex Blue CVU PMS 201 CVU PMS 874 CVU DO The logo may be used in one color of the three above colors. Use only 100% versions of these colors, do not use lighter percentages of the colors. It is important to mainly use the appropriate Exchange Club colors to maintain our look. DON T

7 Logo in black and white DO DO DON T DO DON T

8 Logo size and placement The logo can be placed anywhere on the page. However the logo must be at least 1/4 away from the page edge to avoid printer margins and cut-off. 3/16 Margin minimum The logo should never appear below a minimum size of 3/16 height. This height is measured from the bottom of National Exchange Club to the top of the word Exchange. It can easily be measured from the right side of the logo with the E. See the example below as the smallest size the logo can be.

9 Correct logotype usage The examples shown here demonstrate the correct background colors for the Exchange Club logo. The preferred color of the National Exchange Club logo is Reflex Blue for Exchange, Pantone 201 Red for National Exchange Club, and Reflex Blue and Pantone 874 Gold for the National Exchange Club emblem on a white background. If this cannot be followed, then an all black or one-color logo should be used. When appearing on a one-color background of Black, Blue, Red, or Gold, do not use colors other than white for the type to provide sufficient contrast.

10 Unacceptable uses of the logotype The Exchange Club logo is a representation of our organization and a symbol for strength and growth. Preserving its identity requires using the logo consistently, according to the logo guidelines. Always remember to use the electronic artwork provided on the website. Do not alter the logo in any way Do not subsitute colors Do not use the logo as a repeated pattern, like a background or border pattern Do not reproduce the logo with any method (such as embroidery at small sizes) that cannot show the true shape of the letters Do not place the logo on any solid or gradient color background that will not allow enough contrast for clear readability DON T To download logos and other Exchange artwork, members can access the Member Area of the National Exchange Club website (login: member, password: exchange) and look under Club Tools - Exchange Art. Incorrect use of type colors. The logo should be displayed in one color, not two different ones. Incorrect use of logotype. Do not screen or lighten the logotype from black or any of the colors. Incorrect use of the emblem. Do not alter the emblem to make it appear larger. Incorrect use of the emblem. Do not reproduce the emblem as a pattern in the background and omit it from the logo. Incorrect use of type. Do not alter the type in any way to make it italic, bold, or underline. Part of the logo is missing. The emblem is an integral part of the logo; do not reproduce the logo without the emblem. Incorrect use of logo color on black background. Use reversed white version on black or other dark backgrounds. Do not use a color logo on a black background. Incorrect use of reversed logotype on a background with insufficient contrast. Use a dark background or black with a white logo. Incorrect use of emblem color. The logo should be displayed in one color, not a combination of white and a color. Incorrect use of reversed logotype on a background with insufficient contrast. Use white or other light backgrounds with a black logo.

11 Typography The National Exchange Club has adopted the following two typefaces because of their legibility and universal appeal. With options offering a variety of functional and creative uses, these typefaces lend a consistent, professional and legible appearance to all Exchange Club print and online materials. They may be used in many types of applications, from newsletters, t-shirts, billboards, and countless other things. Ensuring readability To ensure easy readability of text, do not use below 9 point size. Otherwise the letters will be too small to read in large amounts of body copy. Either font can be used for body text or headlines and sub-headings. Futura ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Futura Book can be used for body text and picture captions. Futura Bold can be used for headlines and subheads. It is viewed well at larger sizes. Futura Bold Condensed can be used for subheads and smaller expanses of copy. It is not to be used at small sizes. Futura Light can be used for pull-quotes or other small amounts of text. Adobe Garamond ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Adobe Garamond Regular can be used for body text and picture captions. Adobe Garamond Semibold can be used for headlines and subheads. Adobe Garamond Italic can be used for sidebars and other small amounts of text. Italic should not be used for body text or at small sizes.

12 Standard 8.5 x 11 letterhead Size 8.5 x 11 Logotype 1 5/16 from top of Exchange to bottom of address in height. Additional space below the logo will be used if the stationary is personalized with a club or member s name, address, and telephone number. Typography Body text: either 10 or 12 pt. Adobe Garamond Regular or Futura Book. Writer may choose text size at their discretion. Color The National Exchange Club headquarters can fulfill all your stationary printing needs, from personalized letterhead and envelopes, to note and business cards. Club and District bulletins can also be printed, and can serve well for the printing your club needs.

13 Standard #10 Envelope Size 9.5 x 4 1/8 Logotype 0.5 from top of envelope to top of Exchange. Additional space will be used if the stationary is personalized. Typography Address: Futura Book, aligned right, located under The National Exchange Club Color Black 3050 Central Ave. Toledo, Ohio nationalexchangeclub.org

14 Business cards Size 3.5 x 2 Logotype 3/16 from top and sides of card Typography Name: Futura Bold, 10 pt. Title: Futura Book, 10 pt. Website: Futura Book, listed under The National Exchange Club Address and phone numbers: Futura Book, 7 pt. Color Reflex Blue nationalexchangeclub.org 1001 Street Name City, State Zip Code @domain.com John Lastname Title Phone Number Phone Number Fax Number

15 Club and District websites The National Exchange Club website can be the template for other club and district websites. The logo is used as a header at the top of the page, with navigation on the left-hand side. Main elements are enclosed within boxes to make them separate entities and draw attention. Four to five boxes are used on the main page for important information. The webpage is designed using the three official colors, with additional elements in black and white. Websites are encouraged to be designed in the official National Exchange Club colors, however, can default to black and white when these colors cannot be used. Reversed white text on a colored background is acceptable, as long as the integrity of the National Exchange Club logo is intact and not compromised. and newsletter communications banners The National Exchange Club logo can serve as the header for your electronic mail and newsletter headers. A low resolution version of the logo appropriate for online use is available for download on the National Exchange Club website Member Area. The typefaces of Futura and Garamond should be used for these publications. For newsletter usage, there are a variety of ways the logo can be used, but not altered in any way.