Brand Identity Guide March PDF Free Download

Brand Identity Guide March 2011

CONTENTS Introduction 3 Attributes of the Brand 4 Brand Architecture 5 The Summit Bechtel Reserve Brand Extension 6 The Summit Bechtel Reserve 7 Primary Logotype 9 Secondary Logotype 10 Application Button 11 Logo Colors 12 Logo Clear Space 16 Logo Restrictions 17 Graphics Usage 19 Apparel 20 Font Usage 21 Graphics Color Usage 22 Stationery Systems 23 Web Standards 26 Secondary Graphic Elements 28 Secondary Graphic Element Restrictions 29 Usage with Non-BSA Logos 30 CONTENTS 2

WHAT IS A BRAND? A brand is a collection of experiences that people have with an organization. It s not just a logo, a tagline, or an advertisement. A brand is a set of fundamental principles as understood by anyone who comes into contact with an organization. It is an organization s reason for being; it is how that reason is expressed through the various communications to its key audiences, including employees and volunteers. Built over time, a brand is ultimately what people expect from an organization. A well-crafted brand gives the company or product personality and evokes emotional and subliminal characteristics that are not necessarily found in the product or organization. All of our communications from our printed materials and website, to how we answer the phone should reflect our brand. This means that our brand is never completely under our control. However, the physical expression of the brand is one element we can control in order to promote it. This guide was developed to help convey our brand consistently and recognizably across all printed and electronic communications. We all have a hand in building the brand. When we stray from our own brand guidelines, we weaken the brand. Everyone is encouraged to learn our BSA brand guidelines and follow them faithfully. INTRODUCTION 3

BRAND PROMISE For people who care about what is happening to youth, Scouting is the fun, exciting program that builds better young people. The Brand Promise is the position the BSA brand occupies in the minds of our target audience youth and families. Use this to guide the overall development of your marketing materials. BRAND VISION Making Our Country Better The Brand Vision is our guiding insight into the world. It is an articulation of why the BSA exists. It is a directional and aspirational statement, not a tagline to be used in advertisements. BRAND PERSONALITY Trustworthy, Adventurous, Patriotic, Faithful The Brand Personality is the attribution of human traits to the BSA brand as a way to differentiate it from other youth-serving organizations. These traits are found throughout the brand from its advertising and communications, to the way its employees represent the brand. These are traits to emphasize when looking to identify the BSA s unique qualities. ATTRIBUTES OF THE BRAND 4

CORPORATE BRAND Boy Scouts of America is the overarching brand of the organization. All other Scouting branded entities exist under the corporate brand. SUB BRANDS They serve distinct segments of our membership, defined by the age and gender of our members. These interlocking programs should not stand alone, but exist in a continuum serving young people from 7 to 21 years in age. BRAND EXTENSIONS They are strategic business units of the BSA and benefit from a brand identity separately affiliated with the corporate or core brands. There are also sub-brands that reflect specific program initiatives and events. BRAND ARCHITECTURE 5

THE SUMMIT BECHTEL RESERVE BRAND EXTENSION 6

THE SUMMIT BECHTEL RESERVE BRAND CONTENTS 7

Climb in company, but when you reach a glorious summit with its vast unearth-like outlook, sit down alone apart and think. And as you think, drink in the wonderful inspiration of it all. When you come down to earth again, you find yourself another man in body mind and spirit. LORD BADEN-POWELL ROVERING TO SUCCESS 1922 THE SUMMIT BECHTEL RESERVE The Summit Bechtel Reserve is an exciting Scouting center of achievement, adventure, and innovation that builds leadership, skills, friends, and memories in boys and girls ages 13-21 and those who care about them through once-in-a-lifetime experiences, adventures, and learning opportunities. The Summit Bechtel Reserve identity is more than a logo on a piece of paper. It is the symbol that will represent The Summit experience. It is the cohesive element of all the communications that surround The Summit venue. From press releases to signage, from gateway graphics to websites, this guide serves as the single resource for properly communicating The Summit Bechtel Reserve BSA brand extension. INTRODUCTION 8

For use on all informal collateral and signage PRIMARY LOGOTYPE 9

For use on formal applications only CORPORATE LOGOTYPE 10

For application buttons only. APPLICATION BUTTON 11

CMYK PANTONE RGB C: 25 M: 25 Y: 25 K: 100 PMS C R: 15 G: 10 B: 10 C: 0 M: 0 Y: 0 K: 0 PMS 581 C R: 255 G: 255 B: 255 OLIVE C: 50 M: 35 Y: 85 K: 15 PMS 151 C R: 126 G: 130 B: 69 OLIVE OLIVE C: 0 M: 50 Y: 100 K: 0 R: 247 G: 147 B: 30 OLIVE OLIVE LOGO COLORS 12

When rendered as a single color, all Summit Bechtel Reserve logos are to be rendered as black only. The logos are not to be rendered as olive, orange, gray, or any color whether or not it is within the SBR color palette. SINGLE COLOR 13

CMYK PANTONE RGB C: 25 M: 25 Y: 25 K: 100 PMS C R: 15 G: 10 B: 10 C: 0 M: 0 Y: 0 K: 0 PMS 151 C R: 255 G: 255 B: 255 C: 0 M: 50 Y: 100 K: 0 R: 247 G: 147 B: 30 When reversing the Summit Bechtel Reserve logo, the logo is to be reversed out in white only. When reversing the SBR logos, the fleur-de-lis is to be orange. REVERSALS 14

S S S - DISTANCE S The standard measurement for determining the amount of clear space needed is based on the height of the S. Under no circumstances should any element come within this distance. S X X X X X X X X LOGO CLEAR SPACE 16

Convert the logo to gray scale Change the color of any element Convert the copy to strokes Delete any part of the logo Change porportions of any part of the logo Distort the porportions of the logo in any way Add a drop shadow to the logo Screen or tint the logo Tweak or warp the logo LOGO RESTRICTIONS 17

Convert the logo to gray scale Change the color of any element Convert the copy to strokes Delete any part of the logo Change proportions of any part of the logo Distort the porportions of the logo in any way Add a drop shadow to the logo Screen or tint the logo Tweak, warp, or skew the logo LOGO RESTRICTIONS 18

GRAPHICS USAGE CONTENTS 19

APPAREL 20

APPROVED FONTS The approved fonts to be used in conjunction with the The Summit logo are Univers Light and Univers Bold Condensed. Body text should always be Univers light. Secondary text and signage should be Univers Bold Condensed. Univers 45 Light Title Case FOR USE ON ALL BODY COPY, DIRECTIONAL MESSAGES ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Blair Medium FOR USE ON ALL NUMBERS, HEADLINES ON PRINT COLLATERAL ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Univers 65 Bold Condensed USED FOR ALL BUILDING MOUNTED IDENTITY, SUBHEADS ON PRINT COLLATERAL ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz FONT USAGE 21

C: 25 M: 25 Y: 40 K: 0 C: 0 M: 50 Y: 100 K: 0 C: 50 M: 37 Y: 85 K: 15 C: 60 M: 45 Y: 100 K: 45 C: 30 M:65 Y: 100 K: 27 C: 58 M:17 Y: 0 K: 46 C: 5 M:0 Y: 0 K: 60 C: 25 M:25 Y: 25 K: 100 R: 194 G: 181 B:155 R: 247 G: 147 B: 30 R: 125 G: 125 B: 70 R: 74 G: 81 B: 32 R: 143 G: 86 B: 33 R: 59 G: 110 B: 43 R: 118 G: 126 B: 132 R: 35 G: 30 B: 30 PMS: WARM GRAY 3C PMS: 151 C PMS: 5825 PMS: 581 PMS: 471 PMS: 5405 PMS: 424 PMS: WARM GRAY OLIVE DARK OLIVE RUST BLUE COOL GRAY PRINT AND WEB COLORS SIGNAGE MATERIAL PALETTE VIRGINA LIMESTONE PAINT OLIVE PAINT DARK OLIVE PAINT RUSTED METAL BLUE PAINT GALVANIZED METAL PAINT SHERWIN WILLIAMS SW No. 6678 Curry SHERWIN WILLIAMS SW No. 6416 Sassy Green SHERWIN WILLIAMS SW No. 6419 Saguaro SHERWIN WILLIAMS SW No. 6516 Down Pour SHERWIN WILLIAMS SW No. 6994 Green Black GRAPHICS COLOR USAGE 22

1/2" 1/4" BACKSIDE OF SHEET PRINTED 1/4" 1/2" 1/2" 1 1/2" Robert Mazzuca Chief Scout Executive mazzuca@bechtelreserve.com THE SUMMIT BECHTEL FAMILY NATIONAL SCOUT RESERVE 1/2" 1 3/4" 1/4" 1/4" 1/8" 1325 WEST WALNUT HILL LANE IRVING, TEXAS 75038 972-580-2500 BUSINESS CARD 1/4" 1/4" 1325 West Walnut Hill Lane, Irving, TX 75038 972-580-2500 THE SUMMIT BECHTEL FAMILY NATIONAL SCOUT RESERVE ENVELOPE Boy Scouts of America 1325 West Walnut Hill Lane, Irving, TX 75038 972-580-2500 Robert Mazzuca CHIEF SCOUT EXECUTIVE 3/4" 1/4" THE SUMMIT BECHTEL FAMILY NATIONAL SCOUT RESERVE LETTERHEAD The Summit Bechtel Reserve 1325 WEST WALNUT HILL LANE IRVING, TEXAS 75038 972-580-2500 1" E MAIL SIGNATURE STATIONERY SYSTEM: TEXAS 23

BACKSIDE OF SHEET PRINTED 1/2" 1/4" 1/2" 1/4" 1 3/4" 1 1/2" 1/2" Robert Mazzuca Chief Scout Executive mazzuca@bechtelreserve.com 1/4" 1/4" THE SUMMIT BECHTEL FAMILY NATIONAL SCOUT RESERVE 1/8" 1/2" 411 MAIN ST. MOUNT HOPE, WEST VIRGINIA 25880 304-877-7907 BUSINESS CARD 1/4" 1/4" 411 Main St., Mount Hope, West Virginia 25880 304-877-7907 THE SUMMIT BECHTEL FAMILY NATIONAL SCOUT RESERVE ENVELOPE Boy Scouts of America 411 Main St. Mount Hope, West Virginia 25880 Robert Mazzuca CHIEF SCOUT EXECUTIVE THE SUMMIT BECHTEL FAMILY NATIONAL SCOUT RESERVE 3/4" 1/4" 1" LETTERHEAD The Summit Bechtel Reserve 411 Main St. Mount Hope, West Virginia 25880 304-877-7907 E MAIL SIGNATURE STATIONERY SYSTEM: WEST VIRGINIA 24

BACKSIDE OF SHEET PRINTED 1/2" 1/2" ROBERT MAZZUCA CHIEF SCOUT EXECUTIVE Robert Mazzuca CHIEF SCOUT EXECUTIVE The Summit Bechtel Reserve 411 Main St. Mount Hope, West Virginia 25880 304-877-7907 E MAIL SIGNATURE Boy Scouts of America 411 Main St. Mount Hope, West Virginia 25880 THE SUMMIT BECHTEL FAMILY NATIONAL SCOUT RESERVE LETTERHEAD 3/4" 1/4" 1" STATIONERY SYSTEM: EXECUTIVE 25

HOW IS THE WEB DIFFERENT? Using color and typography on the web is very different from traditional applications. Colors vary greatly from screen to screen, which limits the amount of colors you can rely on to reproduce accurately. A limited color palette is an effective way to emphasize a brand in a world overloaded with color. Typography is made up of pixels. Typestyles and type sizes that are perfectly legible in print applications become jagged and difficult to read when rendered in pixels on the Internet. A very simple, bold approach should be used on all Internet applications. This will cater to youth who frequent the web, as well as ensure legibility. The Summit Bechtel Reserve identity on the web is limited to the secondary logotype and the application button. WEB STANDARDS 26

WEB STANDARDS 27

Word Mark The Summit word mark can be used independent of the Summit Bechtel Reserve logo system, however, it should not be combined with any other graphic elements. Distressing and cropping of this graphic is allowed. All apparell and gear to use this graphic in place of the formal logo. APPAREL AND GEAR GRAPHIC STANDARDS 28

Rotate any element of the logo independent from the rest of the graphic Change the color of any element independent from the rest of the graphic Alter the baseline alignment Eliminate any part of the graphic Crop the graphic from the top *Cropping from the bottom is acceptable Redistribute or respace any part of the graphic SECONDARY GRAPHIC ELEMENT RESTRICTIONS 29

COORDINATES The numeric coordinates for The Summit site have been interpreted graphically as a secondary design element. This element can be used with more flexibility than the actual identity logos. SECONDARY ELEMENTS GRAPHICS STANDARDS 30

USAGE WITH PARTNER LOGOS When using partner logos with The Summit Bechtel Reserve logo, it is important to always place the Summit logo above any or all partner logos. No partner logo should ever exceed 75 percent of the height of The Summit logo. All partner logos must be treated as equals. This will help emphasize The Summit logo as the primary identity. The Summit Bechtel Reserve logo should always be placed above a grouping of Non-BSA logos. The primary logo is the only logo to be used with Non-BSA logos. 75 percent of the height of the Summit Bechtel Reserve logo Non-BSA Logo: A Non-BSA Logo: B Non-BSA Logo: C Non-BSA Logo: D Logos should be evenly spaced, aligned horizontally on center. Grouping of logos to be no wider than The Summit Bechtel Reserve logo. No Non-BSA logo should ever exceed 75 percent of the height of The Summit Bechtel Reserve logo. USAGE WITH NON-BSA LOGOS 32