Brand Identity Guidelines

Transcription

1 Brand Identity Guidelines Version 1.0 Last Updated: September 24, :24 AM

2 Why is our brand important? What is a brand? More than a name or a logo. More than a name or a logo on an invoice. And more, ultimately, than what the invoice charges for. The guidelines that govern communications for ASHCA services are part of a much larger effort to build awareness, understanding and preference for the ASHCA brand and ASHCA services in the markets in which we communicate. To build a brand that endures. Building an enduring brand A brand is a shorthand representation often communicated in a single word or symbol of everything a company is, does and stands for. That representation can be seen most clearly in promotional messages and in the quality of the customer s experience in buying, using and servicing a branded product. But the brand s representation communicates other, less obvious aspects of the brand that are just as important. A clear promise, for example, that is important and memorable to customers. A distinctive, recognizable personality that is inseparable from the brand itself, informing not only advertising and communications but behavior as well. Consistency is everything Achieving the goal of an enduring brand requires a conscious, coordinated, consistent approach to communications and behavior. That approach is based on the understanding that every choice and every decision not advertising or collateral alone communicates something to someone about the ASHCA brand. When the brand s messages are developed ad hoc, focused solely on the needs of the moment, they have no lasting impact and represent a shortsighted use of scarce marketing dollars. But when messages are delivered within a consistent framework and reinforce the brand s promise and personality, their impact can be leveraged to boost awareness and heighten brand recognition and preference. Promotional dollars work twice as hard, serving short-term sales goals as well as longer-term objectives for the brand. BRANDING GUIDELEINES

3 The ASHCA Logo Wordmark Icon Text Logo Edge Safe Area / Mandatory White Space *Height of Text A on all sides. Alternate Uses Wordmark Logo Icon Logo Monochrome Logo Grayscale Logo Reverse Logo Safety Grants Logo Member Logo BRANDING GUIDELEINES

4 Misuse of ASHCA Logo MODIFIED TEXT LINES ADDING SHADOWS & EFFECTS AGRICULTURAL SAFETY & HEALTH COUNCIL OF AMERICA AGRICULTURAL SAFETY & HEALTH COUNCIL OF AMERICA MODIFIED COLORS/FONTS PLACEMENT OVER COMPLEX PHOTOS/BACKGROUNDS AGRICULTURAL SAFETY & HEALTH COUNCIL OF AMERICA BRANDING GUIDELEINES

5 Color PMS PMS 7622C PMS 7622C PMS 7622C CMYK C - 27 M - 96 Y - 86 K - 24 C M - 73 Y - 0 K - 2 C - 98 M - 0 Y - 72 K - 61 RGB R G - 38 B - 43 R - 0 G - 84 B R - 0 G - 88 B - 61 HEX 98262B 0054A D GRAY 100% Black 80% Black 36% Black 80% > 36% Gradient BRANDING GUIDELEINES

6 ASHCA Naming and Misuse Correct Wording/Spelling/Capitalization ASHCA Incorrect Wording/Spelling/Capitalization Ashca, AschA, ASHcA, AshCA, AShCA, AsHCA, etc. Typography Gotham Bold Gotham Bold Italic ! ! Gotham Medium Gotham Bold Italic ! ! Gotham Book Gotham Book Italic ! ! Gotham Light Gotham Light Italic ! ! the Italic versions of each weight should be used sparingly. they are suitable for headline type in certain collateral. BRANDING GUIDELEINES

7 Letterhead Available both as pre-printed stock as well as an editable word document. PO Box 356 Marshfield, WI BRANDING GUIDELEINES

8 Envelope PO Box 356 Marshfield, WI PO Box 356 Marshfield, WI #10 Business Envelope 10 x13 Mailing Envelope BRANDING GUIDELEINES

9 Business Card Barbara Lee, PhD Executive Director PO Box 356 Marshfield, WI Office Cell Kathleen Smith Executive Assistant PO Box 356 Marshfield, WI Office Cell BRANDING GUIDELEINES

10 Powerpoint Presentation BRANDING GUIDELEINES

11 Graphic Elements GREEN HORIZONTAL RULE CALLOUT BOX DIAGONAL BOX (Can be utilized as a shape for aesthetic placement or a bounding box for photos...etc.) SQUARE RULE BRANDING GUIDELEINES

12 Photos / Textures PHOTOS FIBER PAPER TEXTURE DISTRESSED PAPER TEXTURE Preferred photos used by ASHCA are those which speak to a message of agricultural safety education, typically showcasing people of all ages, gender and ethnicity. Unpreferred photos would include those that show unsafe working conditions, red barns, create a specific geographical bias (unless being used for a specific purpose/ event). Always consult the ASHCA office for proper photo use. BRANDING GUIDELEINES