BRAND STANDARDS GUIDE

Transcription

1 BRAND STANDARDS GUIDE Latest updated 2/4/2016

2 Table of Contents Letter from our President Our Brand Logo Exception Logo Logo Standards Brand Colors Typography Slogan Design Application Our Brand Name Our Brand Voice Maintaining Brand Consistency

3 Letter from our President Dear Friends and Colleagues, As stewards of the Northern Virginia Chamber of Commerce brand, we have the great privilege of managing and building a consistent and strong identity for one of the region s leading business organizations. By managing our identity carefully, we will affect more compelling communication with more effi cient use of our resources. This guide is meant to inform all Chamber communicators in the correct and consistent use of our graphic identity. By referencing this guide early and often in any communications effort, you ll not only help protect our brand, but reinforce the meaning that it holds. I know I can count on the entire Chamber staff to share the commitment to brand excellence by following this manual carefully and consistently. Thank you, Jim Corcoran President & CEO Northern Virginia Chamber of Commerce Brand 1

4 Our Brand Just like networking events and professional development content, branding is a powerful business asset. So, what is a brand? A brand encompasses the promises we make (either implicitly or explicitly), the entire experience we provide (through our programs, services and interactions) and the reputation that we command (in the minds of our members, partners and all our stakeholders). A strong brand will create trust among our members, forge lasting alliances with our partners and attract the interest of prospects. Northern Virginia Chamber of Commerce Brand 2

5 Logo CORE BRAND ELEMENTS Logo Elements We ve created building blocks for communicating Northern Virginia Chamber s Brand Identity in a unified visual system we call the Brand Assets, comprised of core elements including logo, color and type. LOGO LOGO WITH TAGLINE Whenever possible, use the logo version with the tagline lockup. It is our goal to have the tagline message pervasive in our communications. The Northern Virginia Chamber of Commerce logo consists of a symbol and wordmark. The symbol should always appear as part of the logo. Do not separate the symbol from the logo and use it as an individual design or branding element. Tagline Symbol Wordmark Northern Virginia Chamber of Commerce Brand 3

6 Exception Logos CORE BRAND ELEMENTS Logo Elements VERTICAL LOGO The horizontal versions on the previous page are preferred. However, there will be instances where the vertical version will be the better option regarding the shape it must fit on. VERTICAL LOGO WITH TAGLINE As with the horizontal version, use the logo version with the tagline lockup whenever possible. It is our goal to have the tagline message pervasive in our communications. Northern Virginia Chamber of Commerce Brand 4

7 Exception Logos CORE BRAND ELEMENTS Logo Elements ONE COLOR INK VERSIONS There will be instances where only one color of ink may be possible to reproduce the logo. Some instances may be a low cost T-shirt, or giveaway item where only one color of ink can be used. The white version is preferred on a solid color; ideally Deep Blue. There are instances where only black ink is availible, such as a fax or black only printouts. There may also be instances where a color printing is not available such as newspaper advertisements or low-cost program handouts. PROUD SPONSOR OF THE WOLFTRAP FOUNDATION SPONSORED BY Northern Virginia Chamber of Commerce Brand 5

8 Logo CORE BRAND ELEMENTS Logo Elements WHITE TYPE VERSIONS OF LOGO AND BACKGROUNDS The logo may also be displayed on dark images but ideally on the Deep Blue color background. Either solid blue or with the Sky Blue gradient behind the star. Either is acceptable. Horizontal versions Vertical versions Northern Virginia Chamber of Commerce Brand 6

9 Logo CORE BRAND ELEMENTS Logo Standards CLEAR SPACE As the primary visual representation of our brand, our logo must stand out among other visual elements. A minimum clear space must be maintained around the logo wherever it appears. This is true for all versions of the logo. The gray area illustrates the minimum required clear space. The minimum clear space on all four sides of the logo is N the height of the logotype. Wherever possible, the amount of clear space should be increased. This includes online applications as well as printed. Northern Virginia Chamber of Commerce Brand 7

10 Logo: Don t CORE BRAND ELEMENTS Logo Standards Do not distort or redraw the symbol. Do not distort or redraw the wordmark. Do not change the colors of the logo. NORTHERN VIRGINIA CHAMBER OF COMMERCE Do not re-create the logo using a different typeface. Do not alter the position of the logo elements. Do not rotate the logo. Do not remove the symbol from the logo. Do not add effects, such as a drop shadow, to the logo. Do not place the logo on a photograph or color that does not provide sufficient contrast. Northern Virginia Chamber of Commerce Brand 8

11 Color Color is the most fundamental yet most powerful tool in creating or expressing a mood or feeling.take advantage of it. Play with color. Color brings our brand to life. Northern Virginia Chamber of Commerce colors serve as a foundational palette that works universally across all of Northern Virginia Chamber of Commerce touchpoints. These colors will anchor and balance color expressions when used with neutral and accent palettes. CORE BRAND ELEMENTS Brand Colors PRIMARY PALETTE Northern Virginia Chamber of Commerce signature colors are Deep Blue and the cool gray colors. The gray colors are often use for type opposed to solid black. ACCENT PALETTE The accent color are selections from the multi-colored logo star symbol. Use this palette to create visual interest and engagement. They may be used for color coding, charts and diagrams. COLOR NOTES Always use the precise color formulas shown here. Do not use color formulas from files that have been converted automatically within software applications. Some software may not make color conversions that are the same as the specific color values listed here. Northern Virginia Chamber of Commerce Brand 9

12 Color CORE BRAND ELEMENTS Brand Colors PRIMARY PALETTE Deep Blue PMS: 2758 c CMYK: 100, 95, 5, 35 RGB: 27, 33, 104 HEX: #1a2067 Slate Smoke Mist PMS: 432 c CMYK: 25, 0, 0, 85 RGB: 52, 69, 78 HEX: #34454e PMS: 431 c CMYK: 20, 0, 0, 65 RGB: 93, 111, 122 HEX: #5c6f79 PMS: 538 c CMYK: 5, 0, 0, 20 RGB: 196, 206, 212 HEX: #c4cdd3 ACCENT PALETTE Fire Lava Orange Sun Lemon Lime Leaf PMS: 199 c CMYK: 0, 100, 100, 0 RGB: 237, 28, 36 HEX: #e41c24 PMS: 172 c CMYK: 0, 85, 100, 0 RGB: 240, 78, 35 HEX: #ef4e22 PMS: 185 c CMYK: 0, 68, 100, 0 RGB: 243, 115, 33 HEX: #f37320 PMS: 1235 c CMYK: 0, 15, 90, 0 RGB: 255, 213, 48 HEX: #ffd430 PMS: 116 c CMYK: 0, 2, 85, 0 RGB: 255, 237, 63 HEX: #ffed3e PMS: 375 c CMYK: 42, 0 100, 0 RGB: 161, 205, 58 HEX: #a1cc3a PMS: 361 c CMYK: 80, 5, 100, 0 RGB: 35, 170, 74 HEX: #23aa4a Aquamarine Jade Caribbean Sky Hibiscus Lavender Violet PMS: 3125 c CMYK: 75, 20, 25, 0 RGB: 46, 159, 181 HEX: #2e9fb4 PMS: 319 c CMYK: 51, 0, 22, 0 RGB: 118, 204, 205 HEX: #76cbcd PMS: 3005 c CMYK: 90, 60, 0, 0 RGB: 18, 104, 179 HEX: #1268b2 PMS: 298 c CMYK: 68, 0, 0, 0 RGB: 0, 194, 243 HEX: #00c1f3 PMS: 2405 c CMYK: 10, 87, 0, 0 RGB: 217, 70, 153 HEX: #d84598 PMS: 2592 c CMYK: 50, 100, 0, 0 RGB: 146, 39, 143 HEX: #91268f PMS: 267 c CMYK: 80, 100, 0, 3 RGB: 89, 43, 140 HEX: #592b8c Northern Virginia Chamber of Commerce Brand 10

13 Typography CORE BRAND ELEMENTS Avenir Font Family Type tells a story. A typeface, used consistently, builds character. Avenir is a typeface to represents the Northern Virginia Chamber of Commerce as it is reflective of the font on the logo. The typeface is contemporary, classic, and elegant. With a broad range of weights, a clear hierarchy of information can be established to extend the typographical scope of the Chamber brand whether it s clean and simple, or bold and expressive. In business correspondences body text should be at 12 point in size. SUBSTITUTE FONT The Arial font family is common to all computers. It is to be used as a substitute for Avenir in non-design programs, such as Word and PowerPoint, or when Avenier can not be used. AVENIR LIGHT AVENIR LIGHT ITALIC AVENIR BOOK AVENIR BOOK ITALIC AVENIR ROMAN AVENIR ITALIC SUBSTITUTE FONT ARIAL REGULAR ARIAL ITALIC AVENIR MEDIUM AVENIR MEDIUM ITALIC AVENIR BLACK AVENIR BLACK ITALIC AVENIR HEAVY AVENIR HEAVY ITALIC ARIAL BOLD ARIAL BOLD ITALIC Northern Virginia Chamber of Commerce Brand 11

14 Slogan CORE BRAND ELEMENTS Slogan The Chamber has used the slogan The Voice of Business in Northern Virginia (add the TM) since the early 90 s. This is both a description of our mission and a way to distinguish us from other business associations and chambers of commerce. The Voice of Business in Northern Virginia should appear wherever possible in Chamber printed material and online. The words shoud be in initial capital letters as shown and must be accompanied by the trademark symbol, TM, to protect our long-time use. Tagline When used as a lockup, with the logo it is also referred to as a tagline. Use the specific graphic files provided which include the tagline opposed to attempting to re-creating it. The slogan may be used as a stand-alone element with the logo in proximity to it. An example is the slogan used as the main messasge on a brochure cover or signage. One Line The slogan may appear in various formats, such as one line, two lines or three. Also, left aligned or centered, depending on usage. Graphic files have been provided of these combinations for consistency of typographical style. Centered Left Aligned Northern Virginia Chamber of Commerce Brand 12

15 Design Application BRAND MATERIALS Design Application 4-COLOR PEN ON WHITE BARREL (1) IMPRINT AREA Please confirm to include tagline. Will be very small point size and recommend no tagline. DECEMBER 18, 2015 JIM CORCORAN Staff Name Badge Step and Repeat Pens Northern Virginia Chamber of Commerce Brand 13

16 Design Application BRAND MATERIALS Design Application Table Runner and Table Cloth Office Name Plate Easel Signage Northern Virginia Chamber of Commerce Brand 14

17 Firstname Lastname Title Position 7900 Westpark Drive, Suite A550 Tysons, Virginia Design Application BRAND MATERIALS Design Application Introduction What Makes Us Different Diversity of Industries Regional Footprint 100 INDUSTRIES REPRESENTED Introduction Areas of Focus GET CONNECTED Providing Access to What Your Business Needs January 5, January 15, PowerPoint Slides Representing employers with more than 500,000 regional employees, the Northern Virginia Chamber of Commerce (Northern Virginia Chamber) is the region s leading voice for business advocacy, thought leadership, business development opportunities and key community partnerships. For 90-plus years, the Northern Virginia Chamber has been working hand-in-hand with companies in the region to build a strong business community. The Northern Virginia Chamber is the largest chamber of commerce in Northern Virginia by revenue, according to Washington Business Journal s 2015 Book of Lists. Visit Us Online Folder Northern Virginia Chamber of Commerce Brand 15

18 Our Brand Name BRAND NAME To minimize confusion regarding our brand, we should strive to use the name Northern Virginia Chamber of Commerce to our members and prospects especially in the beginning of a conversation or communication. In subsequent mention, Northern Virginia Chamber or The Chamber are acceptable. Avoid verbalizing or writing NOVA Chamber or NVCC. BRAND NAME Our Brand Name Northern Virginia Chamber of Commerce Northern Virginia Chamber The Chamber (only after initial introductions) NOVA Chamber NVCC NOVACC Northern Virginia Chamber of Commerce Brand 16

19 Our Brand Voice The brand voice guides both what we say and how we say it. Every line of copy our members and potential members read, or hear, needs to clearly express the essence of who we are, what we do and what we stand for. When used effectively and consistently, our brand voice will help foster relationships with those we serve. To help facilitate that consistency, we have created a list of guidelines. BE CONVERSATIONAL. Write as if you are speaking to a trusted business associate. Sound smart, helpful, and most of all, confident that we can help. Use short, concise sentences. Avoid tech jargon and geek-speak. FOCUS ON THE VOICE OF... ETHOS. Our superior programs and outreach efforts better equip our member companies to achieve their business goals. Construct your communications in a manner that merchandises the powerful equity we have as The Voice of Business in Northern Virginia. WE SPEAK AS ONE. As Northern Virginia Chamber of Commerce ambassadors, we are all aligned in our mission. When we speak, we embrace our cohesive unity with inclusive plural pronouns like we, our, us. BE CLEAR. BE CONCISE. BRAND VOICE Our Brand Name Our readers are inundated with messages. Cut through the clutter and capture their attention through copy that is clear and simple. With appropriate to both the subject and your audience. So keep in mind who you are talking to and adjust your tone accordingly. MAKE THINGS ACTIONABLE. In most cases what we are writing is designed to further engage our members and prospects. To that end, we should strive to detail next steps. ACTIVE VERBS ENERGIZE. Use short, strong verbs in the active voice to convey momentum and optimism. Always replace adjective with verbs whenever possible. Instead of saying The Northern Virginia Chamber of Commerce has excellent programming say The Northern Virginia Chamber of Commerce delivers superior programming WRITE. EDIT. REVISE. Over time you will become increasingly comfortable with using the brand voice. However, it is never a good idea to stop with your first draft. Always review what you ve written to insure that you are conforming to the Northern Virginia Chamber of Commerce voice. Northern Virginia Chamber of Commerce Brand 17

20 Maintaining Brand Consistency BRAND CONSISTENCY Our Brand Much of the power of a brand lies in its consistent and long-term use. Let this guide act as a guardrail that allows your efforts to proceed expeditiously while still maintaining visual order and effectiveness. Think about how the principals in this guide can be applied across all different touchpoints. If questions crop up about specific usage of the brand or its elements, seek guidance from the marketing staff of The Chamber. They are able to assist in determining the correct applications of the brand elements. If decisions must be made without their counsel, err on the side of consistency, professionalism and conservative use of the brand. New brands in particular, benefit from repetition and familiarity. Northern Virginia Chamber of Commerce Brand 18