BRAND. Standards LOGO GUIDE

Size: px

Start display at page:

Download "BRAND. Standards LOGO GUIDE"

Christian Berry
5 years ago
Views:

1 BRAND Standards LOGO GUIDE

2 TABLE OF CONTENTS INTRODUCTION Why a Brand Standards Manual?... 4 The Big Picture TRADEMARK STANDARDS Logo Variations Correct Logo Usage Incorrect Logo Usage Logo Colors COLOR PALETTE Primary Color Palette...18 Secondary Color Palette...18 TYPOGRAPHY Fonts American Evolution Brand Standards Logo Guide 2

3 INTRODUCTION American Evolution Brand Standards Logo Guide 3

4 WHY A BRAND STANDARDS MANUAL? WHY A BRAND STANDARDS MANUAL? Clear brand standards applied consistently have the goal of distinguishing American Evolution from other ongoing campaigns in the public eye, attracting sponsors, as well as inspiring citizens and public officials. From marketing materials and event banners to digital display ads and websites, consistently applied brand standards reinforce the American Evolution messages and strengthen the brand. This manual catalogs American Evolution s brand and communication standards. WHAT IT MEANS TO YOU As you flip through this manual, you will see our overall campaign identity is greater than any single element. It is not simply a logo, a type style, or a set of colors. Instead, it is the consistent use of all of these elements plus a distinct set of imagery in every communication, repeated over time, which develops a memorable image in the minds of our target audiences and stakeholders. QUESTIONS? These guidelines have been developed to support your efforts in using American Evolution s brand identity. Not all instances can be covered. If you have further questions about how to use the American Evolution brand identity after reviewing this document, please contact the American Evolution marketing staff at Americanevolutionmarketing@jyf.virginia.gov. American Evolution Brand Standards Logo Guide 4

5 THE BIG PICTURE American Evolution has a clear set of goals. Among them are to n generate national and international awareness for the commemoration n leverage partnerships n reinforce leadership in education and economic development n increase tourism n create the first digital commemoration so we can connect, engage, and evolve. We also are challenged to communicate multiple messages based on our Five Pillars, reflecting historic Virginia events of 1619: n First Representative Legislative Assembly in the New World n Arrival of First Recorded Africans to English North America n Recruitment of English Women in Significant Numbers n First Official English Thanksgiving in North America n Entrepreneurial and Innovative Spirit of the Virginia Colony All of these messages are shaped around the three themes of democracy, diversity, and opportunity. In order to communicate the continuous line of evolution from 1619 to 2019, we will trace the long arc from today back to America s beginning. We will also trace an arc into the future. To communicate this, we have balanced yesterday and today in our graphic approach and rhetorical style. ABOUT EVENTS PROGRAMS EDUCATION SUPPORTERS MEDIA NEWS CONTACT VIRGINIA TO AMERICA WE ARE Imagery Graphically, we use images from the past as many from the 1600s as we can find and are acceptable. All of the images have been vetted and approved. Contemporary images are much less difficult to find, but all of these have been vetted and approved as well. We have compiled a mix of individuals who are racially diverse, gender diverse, and age diverse. American Evolution Brand Standards Logo Guide 5

THE BIG PICTURE Pay close attention to the way these portraits are used. Note, the faces are cut off just below the eyes. This is deliberate.

By cutting just below the eyes, the portraits become less specific, just enough for someone to imagine themselves in the story and not the individual depicted.

In fact, we created an oval for sizing purposes when we prepared these materials (see image).

6 THE BIG PICTURE Pay close attention to the way these portraits are used. Note, the faces are cut off just below the eyes. This is deliberate. We want our various targets to see themselves in the imagery. If we were to include the eyes, we would be presenting portraits of specific individuals. By cutting just below the eyes, the portraits become less specific, just enough for someone to imagine themselves in the story and not the individual depicted. ABOUT EVENTS PROGRAMS EDUCATION SUPPORTERS MEDIA NEWS CONTACT VIRGINIA TO AMERICA WE ARE Democracy Notice also that each face is as close as possible in size to the other. In fact, we created an oval for sizing purposes when we prepared these materials (see image). Rhetorical Style To further the theme of inclusion and engagement,we used the first person WE and the present tense ARE to hold our Five Pillars. We also added WE ARE AMERICA and WE ARE VIRGINIA to the mix to co-campaign the historical evolution from the country s beginnings to today s rich human landscape. This is a flexible, kinetic format that allows us to add messages to the mix that fit the occasion. Each of the Five Pillars has an analogue in the WE ARE scheme, thus n First Representative Legislative Assembly in the New World: We Are Democracy n Arrival of First Recorded Africans to English North America: We Are Diverse n First Recruitment of English Women in Significant Numbers: We Are Achievers n First Official English Thanksgiving in North America: We Are Thankful n Entrepreneurial and Innovative Spirit of the Virginia Colony: We Are Pioneers Notice also the use of the dates in the website banner. These will be treated differently in other applications. (See the rack card on the following page.) The numbers are written large and translucent in front of the image but behind the WE ARE scheme. American Evolution Brand Standards Logo Guide 6

THE BIG PICTURE WE ARE Virginia WE ARE Achievers WE ARE America WE ARE Virginia VIRGINIA HAS LONG BEEN RECOGNIZED AS

And now American Evolution special events and programs will share unknown and untold stories of the past 400 years.

Learning about the challenges, successes, and inequities of the past enables us to fully appreciate the difficult

This comprehensive perspective empowers and motivates both current and future generations to take an active role in

Join us on this journey as we take a look at the history of our country, and discover that We are Virginia, We are

It will appear in both the vertical format you see here, and a horizontal format depending on the application.

In most instances we will strive to keep the vertical format and the enclosing bow tie, but this is not always

7 THE BIG PICTURE WE ARE Virginia WE ARE Achievers WE ARE America WE ARE Virginia VIRGINIA HAS LONG BEEN RECOGNIZED AS THE BIRTHPLACE OF AMERICA. As such, Virginia is truly a place for history lovers. And now American Evolution special events and programs will share unknown and untold stories of the past 400 years. These stories, told through a personal and modern lens, still have a profound effect on our daily lives. Learning about the challenges, successes, and inequities of the past enables us to fully appreciate the difficult path our nation has taken to become what it is today. This comprehensive perspective empowers and motivates both current and future generations to take an active role in shaping the course of our nation s future. Join us on this journey as we take a look at the history of our country, and discover that We are Virginia, We are America. Logo Finally, study the logo. It will appear in both the vertical format you see here, and a horizontal format depending on the application. Note also the transparent bow tie that holds the logo. In most instances we will strive to keep the vertical format and the enclosing bow tie, but this is not always possible. We believe the brand is bold, friendly, and appealing. It is important to sustain the spirit of this evolving brand. We simply won t have concrete specifications for every single instance. But if you are uncertain, call your contact and seek a second opinion. It is critical that the work feel approachable and authentic. Keep a sharp eye out for applications you feel violate the spirit of the brand. American Evolution Brand Standards Logo Guide 7

8 TRADEMARK STANDARDS American Evolution Brand Standards Logo Guide 8

9 LOGO VARIATIONS Corporate identity is the communicated essence of a campaign. A visual identity attempts to project our campaign as unique. Moreover, it provides a visual pathway for memory. The development of marketing tools is solidly rooted in the history of our cultures. In fact, the development of logos the modern equivalent of heraldry parallels the rise of capitalism. Throughout time, no one has doubted the power of the image. Before humans could read, they could understand symbols learning to love them or fear them, hate them, or laugh at them. On that foundation, that basic activity of memory, rests the tradition of the corporate logo. Logos have come to mean the graphic associated with a company, product, or service. Though our logo is the cornerstone of our identity program, only its consistent application, coupled with a family of colors and selected type styles, will give our targets and stakeholders a memorable vision of the campaign. Inconsistent messages confuse. We have too few opportunities in front of our targets to waste them with an inconsistent brand approach. Stacked Logo Variations Primary Stacked Logo Contains all elements of the American Evolution brand and should be the main logo of choice on all branding materials. Do not use the primary logo any smaller than 1.5 wide. Pared Down Logo Does not contain the Democracy. Diversity. Opportunity (D.D.O.) tagline. Should be used when the D.D.O. tagline is placed prominently on marketing collateral. American Evolution Brand Standards Logo Guide 9

10 LOGO VARIATIONS Stacked Logo Variations (Continued) Submark Should be used when the text and D.D.O. tagline are placed prominently on marketing collateral and therefore not needed on the logo. This simplified logo can be used for applications smaller than 1.5 wide. Horizontal Logo Variations When the stacked logo does not work in the design space, the horizontal logo may be used. Primary Horizontal Logo Contains all elements of the American Evolution brand and can be used when the stacked logo will not work within the space. Do not use the primary horizontal logo any smaller than 2 wide. Pared Down Logo Does not contain the D.D.O. tagline. Should be used when the D.D.O. tagline is placed prominently on marketing collateral. Submark Should be used when the text and D.D.O. tagline are placed prominently on marketing collateral and therefore not needed on the logo. This simplified logo can be used for applications smaller than 2 wide. American Evolution Brand Standards Logo Guide 10

11 LOGO VARIATIONS Bow Tie Shape Logo Variations Primary Logo in Bow Tie Shape Includes a solid bow tie shape to be used over background colors and non WE ARE brand images. BRAND Standards LOGO GUIDE American Evolution Brand Standards Logo Guide 11

WE ARE Virginia WE ARE Achievers WE ARE America Virginia to America 1619-2019 2019 Commemoration 2017

anniversary of four major Virginia events of national significance.

the lead executive branch agency to develop planning systems supporting the 2019 Commemoration, a Steering

, has been developing strategies to promote the key themes of democracy, diversity, and opportunity.

assembly in the New World, arrival of the first recorded Africans to English North America, the recruitment

America, and the entrepreneurial and innovative spirit of the Virginia Colony.

international significance to build awareness of Virginia s role in the creation of the United States and

1619-2019 WE ARE America AMERICAN EVOLUTION COMMEMORATES THE 400 TH ANNIVERSARY OF HISTORICAL EVENTS THAT

First Representative Legislative Assembly in the New World Arrival of the First Recorded Africans to

12 LOGO VARIATIONS Bow Tie Shape Logo Variations (Continued) Bow Tie Shape Only Logo Solid Includes a solid bow tie shape to be used over solid backgrounds and non WE ARE brand images. WE ARE Virginia WE ARE Achievers WE ARE America Virginia to America Commemoration 2017 Progress Report Virginia has long been recognized as the birthplace of America, and 2019 will be the 400 th anniversary of four major Virginia events of national significance. Since the 2013 Session, when the Virginia General Assembly designated the Jamestown-Yorktown Foundation as the lead executive branch agency to develop planning systems supporting the 2019 Commemoration, a Steering Committee, co-chaired by Speaker M. Kirkland Cox and Senator Thomas K. Norment, Jr., has been developing strategies to promote the key themes of democracy, diversity, and opportunity. The 2019 Commemoration will commemorate the 400 th anniversary of the first representative legislative assembly in the New World, arrival of the first recorded Africans to English North America, the recruitment of English women in significant numbers, observance of the first official English Thanksgiving in North America, and the entrepreneurial and innovative spirit of the Virginia Colony. The 2019 Commemoration Steering Committee will launch a series of programs and events of national and international significance to build awareness of Virginia s role in the creation of the United States and reinforce Virginia s position as a global leader in education, tourism, and economic development. Bow Tie Shape Only Logo Transparent Includes an 80% transparent bow tie shape to be used only over the split WE ARE brand image comparisons WE ARE America AMERICAN EVOLUTION COMMEMORATES THE 400 TH ANNIVERSARY OF HISTORICAL EVENTS THAT OCCURRED IN VIRGINIA IN 1619, WHICH CONTINUE TO INFLUENCE US TODAY. First Representative Legislative Assembly in the New World Arrival of the First Recorded Africans to English North America Recruitment of English Women in Significant Numbers First Official English Thanksgiving in North America Entrepreneurial and Innovative Spirit of the Virginia Colony JOIN THE 2019 COMMEMORATION FOR HISTORIC EVENTS INCLUDING A WORLD PREMIERE DANCE PERFORMANCE DURING THE VIRGINIA ARTS FESTIVAL. AMERICANEVOLUTION2019.COM American Evolution Brand Standards Logo Guide 12

13 LOGO VARIATIONS Black and Reversed Logos Black Logo Where black ink is the only choice available. Ex: Newspaper ads or article Reversed Logo Ex: Promotional items American Evolution Brand Standards Logo Guide 13

14 CORRECT LOGO USAGE It is important to keep the brand identity clear of any other graphic elements. To regulate this, an exclusion zone has been established around the logo. This exclusion zone indicates the closest any other graphic element or message can be positioned in relation to the logo. Clear Space Providing the correct amount of clear space around the logo makes it easier to distinguish and reinforces the importance of the brand identity. The required amount of clear space is determined by the width of the letter M in the word AMERICAN. Minimum Logo Size To make sure the logo is always clear and legible, there is a minimum size requirement. The minimum size requirement is based on the width of the logo. Primary Horizontal Logo Minimum Print Size: 2 Wide Minimum online size px Primary Stacked Logo Minimum print size: 1.5 wide Minimum online size px American Evolution Brand Standards Logo Guide 14

Well-meant changes may distract from the identity. They can be perceived as sloppy. Moreover, they can actually jeopardize trademark rights!

15 INCORRECT LOGO USAGE A logo is designed to capture the identity of a campaign. More importantly, its consistent use accrues value over time. Misuse and unauthorized alterations undermine our identity and our brand. Impressions are wasted and the market tracks behind the campaign s branding efforts. Well-meant changes may distract from the identity. They can be perceived as sloppy. Moreover, they can actually jeopardize trademark rights! These are examples of errors commonly made when people use logos. Avoiding them will help protect the integrity of our campaign s symbol. A. Framing Do not box out or frame the logo (fully or partially) with any shape (circle, oval or set of lines). A B B. Distortion Avoid stretching, squeezing or otherwise manipulating the size of the campaign name or symbol in any way. C. Rotate Do not rotate logo in any direction. D. Effects Do not apply any kind of effects on the logo. C D E. Change of color Do not change the color of the logo to any other colors. F. Pattern background Do not layer logo on patterned background. This washes out and distracts from the logo. E F G. Logo elements Do not separate the icon to use alone. H. Different type style The logo s typeface was chosen specifically for the feelings it invokes. Do not modify or substitute styles. G H AMERICAN American Evolution Brand Standards Logo Guide 15

16 LOGO COLORS Consistency is key and needs to be carried through to the color palette as well. The only colors to be used for the logo are specified below. Always make sure the appropriate Pantone color or color build is used. BLUE PMS 2955C C: 100 M: 60 Y: 10 K: 53 R: 0 G: 56 B: 101 # RED PMS 201C C: 7 M: 100 Y: 68 K: 32 R: 157 G: 34 B: 53 #9D2235 American Evolution Brand Standards Logo Guide 16

17 COLOR PALETTE American Evolution Brand Standards Logo Guide 17

18 PRIMARY & SECONDARY COLOR PALETTE Two sets of color are used in American Evolution branded communications the palette has primary and secondary sets, all with specified functions. Our primary color palette consists of two shades of blue and one shade of red which are our dominant, foundational colors. The secondary colors are to use as accents for various forms of content. Always make sure the appropriate Pantone color or color build is used. PRIMARY COLOR PALETTE PMS 7546C C: 73 M: 45 Y: 24 K: 66 R: 37 G: 55 B: 70 # PMS 180C C: 3 M: 91 Y: 86 K: 12 R: 190 G: 58 B: 52 #BE3A34 PMS 2148C C: 66 M: 29 Y: 14 K: 4 R: 97 G: 145 B: 180 #6191B4 SECONDARY COLOR PALETTE PMS 7407C C: 6 M: 36 Y: 79 K: 12 R: 203 G:160 B: 82 #CBA052 PMS COOL GRAY 9C C: 30 R: 117 M: 22 G: 120 Y: 17 B: 123 K: 57 #75787B American Evolution Brand Standards Logo Guide 18

19 TYPOGRAPHY American Evolution Brand Standards Logo Guide 19

20 FONTS Much like a logo, a typeface can impart a feeling about an organization: sophistication, quality, dynamism, creativity, motion, and much more. It can tell a reader that an organization is on the cutting edge or it can reveal a rich history. The fonts below are approved brand fonts. Brandon Printed One Used in the We Are at all times, as well as headers no less then 20 pt. Abcdefghijklmnopqrstuvwxyz Infinite Stroke Bolder Used paired with We Are in white script. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Balboa Medium Used for text. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Brandon Grotesque Black Used in headers and subheads. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Serifa 65 Bold and 45 Light Used in body copy text. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz American Evolution Brand Standards Logo Guide 20

21 February 2018

Brand Guidelines Consumer Marketing

Brand Guidelines Consumer Marketing Michigan Economic Development Corporation Version 3.3 (October 2016) What is it? The words Pure Michigan and the logo are trademarked by the MEDC. While the MEDC has