Alabama Cooperative Extension System Branding Guide Revised November 2009 A brand is far more than a logo or an organizational name. It has been said that a brand resides within the minds of customers and includes the sum of their experiences and perceptions regarding the product or organization. The ACES brand, therefore, depends on you and on all of us in Extension. It also depends on what others our customers, our friends, the press, bloggers, and so on say about us. According to the National Extension Brand Value Study, Alabama Results (pages 22-24) the following characteristics were ranked as to their value to Extension s customers and prospective customers. The first group, considered highly desirable (scored an average of 70% or more), were these: Trustworthy source information and organization you can trust Great staff knowledgeable, committed, caring employees and volunteers Convenient access easy to access on Internet, in person, by phone Current and reliable information based on up-to-date research on relevant topics Expert review provides information that has been reviewed by experts Quality of life helps you succeed, improve your quality of life; provides education and resources that transform lives Next most important (rated in the 60s) were these: Change agents works to solve problems and bring positive change to the community and the disadvantaged In-person support has people to help on many issues, has reliable local offices, provides in-person help The final two were these: University connection (rated 45) provides community with programs or services developed at universities and belongs to a nationwide university network Experience (rated 22) an organization in service to community for almost 100 years All these elements are critical to our brand value. But equally important is being sure that people clearly associate the trustworthy, convenient, expert-reviewed information with the Alabama Cooperative Extension System! Therefore, we need to be consistent and accurate in the use of our name and our logo. 1. Our Name Whenever possible, our full name, Alabama Cooperative Extension System, should be used for first references to our organization. For second and later references, the name may be shortened 1
as appropriate to the situation. Along with Extension and Alabama Extension, the acronym ACES is an acceptable shortened version of our organization s name. 2. Our Logo Branding with the logo. The Extension logo is the visual symbol of our brand and should be used on all materials developed by ACES. It should always be displayed properly, according to the guidelines below. Several versions of the logo are linked on this page. If you have questions about which one to use or about the proper use of the logo, contact ACES Communications and Marketing. Changes. The System logo was developed shortly after unification in the mid-1990s. Several years later, a tagline, Your Experts for Life, was added to the logo. That phrase has since been dropped. The preferred logo now includes the names of our two universities, Alabama A&M and Auburn Universities, underneath it instead of the tagline. The logo without the names may be used when the two university names are visible elsewhere on the product and when the smallest possible logo is needed. Most materials displaying the logo with the tagline Your Experts for Life are approved for use until supplies run out. When in doubt, contact ACES Communications and Marketing. Components. The ACES logo consists of two components: a symbol and a logotype. The symbol features a stylized image of the state of Alabama and an arrow pointing upward and forward. The logotype is made up of the words Alabama Cooperative Extension System. Colors. When the logo is printed in color, the symbol uses two Pantone Matching System (PMS) colors: blue (PMS 549) and green (PMS 348). Process color may also be used, with the colors matching the PMS colors as nearly as possible. The logotype is printed in black. When the logo is one color, it should be black or the color of the rest of the text. For example, if all the type in a brochure is green, the logo should be the same green color. If the material is in full color, use the color logo. Always use the color logo on Web pages. Background. The arrow is open space. That is, the color of the paper or background becomes the color of both the arrow and of the field in which the symbol and logotype lie. The logo should not be printed on paper or background that is so dark or vivid in color that the logo s color is distorted or blends into the background. Legibility. Whether in print or electronic form, the logo must be used as a single element. The logo should always be placed prominently so that it is easily recognized and legible. The logo may be enlarged or reduced in size but never displayed so small that the type is illegible. Clarity. The logo should always be in good proportion to the other elements on a page. Logos derived from computer graphic formats should never be printed large enough to cause the edges to appear jagged. No boxes, circles, or other figures should be drawn around the logo in such a way as to appear to be part of the logo or in a way that detracts from the logo. 2
Buffer. A buffer zone equivalent to the height of the letter E in Extension should be left blank around the logo. Twice this much space should be left between the logo and the edge of a sign if the logo is used alone. Tagline Dropped from Logo. As stated above, the tagline Your Experts for Life should no longer be part of the logo. The System logo with Alabama A&M and Auburn Universities underneath (or the logo without the university names) should be placed on all new materials. Horizontal Logos. Horizontal versions of both ACES logos (with and without the university names) may be used in appropriate formats, such as on Web pages where the space allotted for a logo is more suited to this shape. Consistency. The logo should always be used as a single entity, not recreated from separate elements. This will ensure that the symbol, typestyles, letter spacing, line spacing, and arrangement of the uppercase and lowercase characters are not altered. Where to Find. Links to color and black-and-white versions of each logo may be found on the Intranet under Communications: ACES Branding and Logo. 3. Cobranding ACES often partners with other organizations (such as 4-H, Master Gardener, EFNEP, federal departments, and nonprofit or for-profit organizations) to produce publications, sponsor programs, and the like. When the ACES logo is used on cobranded materials, use a version of the logo that includes the phrase Alabama A&M and Auburn Universities. All other rules for using the logo, including colors and buffer space requirements, remain the same. On cobranded materials where the design does not include space for the square-shaped logo, use the horizontal version with the phrase Alabama A&M and Auburn Universities. Links to color and black-and-white versions of the logo with the university names may be found on the Intranet under ACES Logo. When ACES and either AU or AAMU create a joint entity (such as the Economic & Community Development Institute), institutional materials including business cards and letterhead stationery may be cobranded. That is, they may include the logos of both ACES and the partnering university office. The logos must be equivalent in size, placement, and visibility. The name of the partnership must be featured prominently. All cobranded materials must be approved by the director of ACES Communications and Marketing as well as by the designated representatives of the partnering organizations. 3
4. Institutional Materials ACES employees should not create institutional materials (business cards, letterhead, logos, staff directories, and the like) on their own. All institutional materials must be created or approved by ACES Communications and Marketing. 5. Printing and Nondiscrimination Statements The statement beginning Issued in furtherance of Cooperative Extension work is no longer required on publications and other printed or electronic materials. Instead, use one of the following statements: Basic Statement. Published by the Alabama Cooperative Extension System (Alabama A&M University and Auburn University), an equal opportunity educator and employer. Statement for Newspaper and Magazine Advertisements. The Alabama Cooperative Extension System (Alabama A&M University and Auburn University) is an equal opportunity educator and employer. Statement for Cobranded Materials. When materials are cobranded, the basic printing statement may be used if the partnering entity agrees. Otherwise, to acknowledge both (or all) partners, use the appropriate statement below. Contact ACES Communications and Marketing if you have questions. When published by ACES partnering with another Equal Opportunity organization: Published by the Alabama Cooperative Extension System (Alabama A&M University and Auburn University) and [name of partner], equal opportunity educators and employers. When published by another Equal Opportunity organization: Published by [name of partner] in cooperation with the Alabama Cooperative Extension System (Alabama A&M University and Auburn University), equal opportunity educators and employers. When the partner is not an Equal Opportunity organization: Contact ACES Communications and Marketing for appropriate wording. 6. Video Production and Nondiscrimination Statements Ending credits. Videotapes and other video productions should list the names and official titles of hosts, guests, and other individuals, when applicable. Thanks should be expressed to non- Extension participants or sponsors. Disclaimer. When product or trade names are mentioned or shown in the video, use the product disclaimer ending. 4
Production Statement. Next, include the statement Produced by the Alabama Cooperative Extension System (Alabama A&M and Auburn Universities), an equal opportunity educator and employer. Copyright 2011. The above production statement (with and without the product disclaimer) and the ACES logo may be found on the Intranet with the year updated to the current year. Logo. The ACES color logo appears after the credits and should be the last thing viewers see. 7. The ACES Identity Guide, EX-42 The ACES Identity Guide, EX-42, was published and placed online in 2003. Although much of it is still correct and applicable, some information is outdated. Because of staffing and financial constraints, the decision was made not to revise and reprint the guide, and it has been taken offline. If you have questions that are not answered in this Branding Guide, please contact Carol Whatley. This online guide will be updated as needed. 5