front cover, white mini-spiral bind on left with clear protective overlay

Transcription

1 introduction page 1 celebration logo 2 logo proportions 3 logo options 4 logo eamples 5 colors, usage 6 colors, usage 7 pennant usage 8 districts & sections 9 logo eamples 10 usage, fonts 11 general guidelines 12 glossary 13 front cover, white mini-spiral bind on left with clear protective overlay

2 graphic standards Introduction The public views organizations by the way they choose to present themselves visually and in their communications. We can help shape a positive perception of the California Park & Recreation Society through well-crafted presentations of the CPRS logo, slogan and graphics. As a professional association, CPRS strives to present clear, effective and compelling communications about what we do and for what we stand. The importance of consistent application of graphic standards This manual defines usage and presents standards for the CPRS logo, referred to as the primary logo, to be used for all graphics, stationery, apparel and signage. To achieve a consistent identity, the logo, logotype, fonts, colors, slogan and other graphics must conform to these standards. In keeping with this goal, please note the following: The new Celebration CPRS logo presented here pre-empts all previous CPRS logos and graphics standards. Previous versions of the CPRS logo, which do not conform to the standards shown here, should be replaced with the correct logo design and colors as materials are replaced. Sign graphics have a particularly important use within CPRS, as they provide visual identity, continuity, convey important information and reinforce the CPRS identity. Included in this manual are some suggested graphic applications of the logo. Whether the medium is conference decorations, banquet programs, golf tournament signage, workshop brochures, ads, signs, apparel items or stationery, the consistent use of graphics is vital in order to accomplish these objectives: 1. Broaden awareness and name recognition of the California Park & Recreation Society 2. Improve public perception of the Society s role in advancing the park and recreation profession and 3. Protect the Society s identity as a valued asset through consistent and quality application of the CPRS logo Please adhere closely to the Graphics Standards specified within this manual so that CPRS might achieve these goals. If you have any questions, please contact: John Glaeser, CPRS Director of Communications California Park & Recreation Society 7971 Freeport Blvd Sacramento, CA (916) john@cprs.org 1

3 the cprs logo celebration CPRS has chosen as its logo a symbol often identified with parks and recreation a pennant waving optimistically in a breeze. This logo has been named Celebration. In the CPRS logo, a pennant points upwardly and is fluttering lightly, indicating a positive, upbeat outlook, while communicating action. Traditionally, pennants have been a form of communication (i.e., signal flags), as a symbol of identity (i.e., school pennants) and as celebratory décor. The CPRS pennant icon contains four colored stripes, each representing a key aspect of CPRS: Education, Networking, Resources and Advocacy. Blue represents resources, that CPRS is a trusted source of information for park and recreation professionals; Gold represents advocacy, that CPRS is the respected voice of park and recreation professionals in California; Green represents education, the positive growth that results for park and recreation professionals from CPRS programs; and Red represents the valued networking facilitated by CPRS, the life blood shared between its members and others. The CPRS logotype font was designed just for CPRS and is named CPRS Modern. This font is friendly and informal, yet elegant. CPRS Modern has no capital letters or italics and none should be added. 2

4 the cprs logo proportions, using the slogan clear area perimeter. clear area c primary version logo only The CPRS Logo and its logotype are protected trademarks of the Society. The CPRS slogan is Advancing California s Park & Recreation Profession. In this slogan, advancing means both moving forward and representing. When used with the logo, the logotype shall be set in CPRS Modern. In other fonts, it may be capitalized. In both the slogan and Society name the ampersand symbol & is always used to represent the word and. Three approved versions of the logo are offered at left, to fit a variety of situations: pennant Primary logo This is the preferred version of Celebration. It depicts a multicolored, striped pennant flying on a white background above the CPRS logotype in black. The pennant is positioned floating between the P and R in CPRS. The CPRS slogan is not used. Secondary logo The secondary logo design contains the pennant, CPRS and the CPRS Slogan, Advancing California s Park & Recreation Profession The slogan may appear separately of the CPRS logo on the same page. It should be used where the identity of CPRS is not obvious. clear area perimeter. c secondary version using the brand slogan Tertiary logo The tertiary logo design contains the pennant, CPRS and California Park & Recreation Society. The tertiary design is least preferable and should only be used where it is necessary to communicate the full name of the Society. pennant Clear area No tet or graphic element may intrude within the space as indicated by the light blue. The clear area etends to accommodate the slogan or Society name should those versions be used. The CPRS logo is available from CPRS in a variety of electronic forms. An Adobe Acrobat PDF of this manual is also available and may be requested of CPRS. clear area perimeter. c tertiary version using the society name 3

5 the cprs logo approved alternates clear area Horizontal logo A horizontal version of the CPRS logo is provided and may be used in circumstances where space does not permit placement of the primary logo. Horizontal versions are not provided for secondary and tertiary logos. clear area perimeter. Base line horizontal version logo only Reversed logo An optional version of the CPRS logo is provided, in which the pennant and logotype appear on a black field. This optional reversed logo may be used in situations where a white background is not available or where black is more functional (i.e., computer mouse pads, bags, etc.). The decision to use the reversed logo is entirely subjective. clear area perimeter. Pennant blends vs solids The use of vignette blends (gradations of a color) to give the impression of movement and dimension in the pennant is preferred. However certain applications such as silk screen printing may require the logo pennant to be made up from solid PMS colors rather than vignettes. In this case, the four corporate colors are to be used: Blue, Gold, Green and Red. vignette solid vignette blends PMS solids c primary version logo reversed 4

6 logo eamples final appearance when printed vignette blends PMS solids one color continuous tone one color primary secondary and tertiary (secondary shown) horizontal reverse 5

7 usage guidelines logo and colors Combining logos and other icons Any promotional program or service logo of CPRS that is combined with the CPRS logo must be of equal optical weight and physically separated from the Society s logo, with white space or a graphic element such as the black horizontal rule shown here. Logo use guidelines A logo is the fundamental insignia that identifies an organization, its products and services in all media, providing a single, common focal point. When used consistently and correctly, a logo unifies and strengthens an organization s visual identity. Celebration consists of tet and a pennant in a fied relationship as shown above and on the preceding page. Please adhere to the following guidelines when using the CPRS logo: Keep it isolated from all other words and designs. Do not display the logo on patterned or distracting backgrounds that can affect its legibility. The pennant by itself, however, may function as a separate design element and can be used in repetition as a patterned background or teture (see page 7). Do not use the complete logo in repetitive form to create borders or objects. The logo should clearly contrast with its background either much lighter or much darker than its background. Colors used in the logo are PMS 2995, PMS 116, PMS 368, PMS 485 for the pennant and black for the Society s name (logotype). If these PMS colors are not available, a single color is preferred. The logo may also be used in all black or reversed to white against a dark background. In one-color use, the pennant may be screened no less than 50 percent of the color used. Corporate colors The California Park & Recreation Society s corporate identity features four authorized colors, plus black. This palette is to be used on all CPRS core materials. Core materials are long-term items used by CPRS year after year (advertising, key brochures, graphics, stationery, signs and other identity pieces). CPRS corporate colors are: PMS Black PMS 2995 PMS 116 PMS 368 PMS 485 Always provide printers with the PMS numbers to ensure that the correct colors are used on CPRS materials. 6

8 usage guidelines the cprs pennant The cprs pennant colors The colors used for the pennant are all four of the corporate colors, each a bright hue of strong value. Against a white background, they appear fresh and clean, associating high quality and the unique services of CPRS. The logo typography is black. Blue PMS 2995 is the color of one of California s clear alpine lakes and air and represents the resources CPRS provides its members. Gold PMS 116 is the color of California gold and represents CPRS leadership and authority as the voice of California park and recreation professionals. Green PMS 368 is the color of California s green hills in springtime and represents the growth that CPRS members eperience through its educational programs. Red PMS 485 is the color of the life blood of CPRS its members, and represents valued networking that occurs between them and others because of CPRS. Additional colors The CPRS Logo may also be printed in the single colors of gold or black or may be reversed to white. Combinations of colored stripes are not recommended for the Celebration Logo, but can be used on drop-down banners for seasonal or themed presentations (i.e., red and blue for a special Independence Day event, see page 7). For guidance, contact CPRS. Paper media Various tetures of paper stock will have minimal effect on the final appearance of the ink color. However, a white medium provides the preferred background. If a white background paper is not available, the CPRS logo should be printed in a single color ink. If there is any question, contact CPRS. Approved color applications Whenever possible, the CPRS logo should be set with the logotype in black and the pennant in the four, themed colors on a white background. The tet and pennant may also be set entirely in black or any dark color on any colored background. In onecolor use, the pennant may be screened to not less than 50 percent of the color used. The logo and/or logotype may be reversed against any dark background color. The CPRS logo must never white reverse through any light color without specific permission from CPRS. PMS colors The Pantone Matching System (PMS) is a color-matching standard used by the printing industry. The standard abbreviation PMS followed by a number tells a printer the eact color to use. Black does not require a PMS number. CMYK approimations of PMS colors The four-color printing process utilizes four ink colors to produce the appearance of a vast array of colors. The four process colors are cyan, magenta, yellow and black, or CMYK. To approimate the four corporate colors, precise percentages of CMYK have been devised: Pantone CYAN MAGENTA YELLOW BLACK PMS % 11% 0% 0% PMS 116 0% 16% 100% 0% PMS % 0% 100% 0% PMS 485 0% 97% 100% 0% The PMS colors visually presented throughout this manual are approimations and not accurate to use as samples. Refer to your PMS color deck or the CMYK chart above for eact colors. 7

9 possible event banner possible apparel the pennant as a graphic element The use of the pennant as a design element is optional. It should be used as large as possible. It may be cropped only along its straight edge. It may be repeated as a teture or border. It may be flipped or rotated. Its longer dimension may be compressed to 75% or stretched up to 200%. The corporate color sequence, regardless of orientation, may not vary in order, being: red (shortest stripe), green, gold, blue (longest stripe). 200% horizontal stretch advancing california s park & recreation profession 150% horizontal stretch possible pin/patch standard proportions pennant as a patterned background colors as theme: independence 8

10 the cprs logo district & section logos district 2 district 6 aging services and activities Optional versions of the CPRS logo are provided for use by CPRS Districts & Sections. These versions tie Districts & Sections to CPRS visually, while also allowing individual choice of descriptive copy, color and visual orientation. A color palette is recommended, from which each district and section may select a color to represent their district or section and set them apart from other districts and sections. The sans serif typeface to be used eclusively on District and Section logos is Monotype Century Gothic regular. district 2 district 6 recreation supervisors Districts shall use Arabic numbers, not Roman numerals, i.e., District 14, not District XIV. Each District or Section is provided two optional designs, either of which may be used as best fits the circumstance. Applications of the draped pennant (hanging downward) must appear consistently within a given publication or location from one of these choices: 1. Black 2. Gold 3. CPRS corporate colors (red, green, gold and blue) 4. The chosen District or Section color (from palette below) CPRS CELEBRATION LOGO COLORS CPRS SECTION COLOR OPTIONS - EARTH CPRS SECTION COLOR OPTIONS - BEACH PMS Black PMS 2995 PMS 116 PMS 368 PMS 485 CPRS SECTION COLOR OPTIONS - FOREST PMS 378 PMS 583 PMS 124 PMS 5777 PMS 1405 CPRS SECTION COLOR OPTIONS - SUNSET PMS Refle PMS 284 PMS 729 PMS 520 PMS 2753 CPRS SECTION COLOR OPTIONS - ALPINE metallic metallic PMS 315 PMS 356 PMS 3262 PMS 569 PMS 554 PMS 201 PMS Orange PMS 717 PMS 709 PMS 253 PMS 871 PMS 8160 PMS 403 PMS 283 PMS 287 NOTE! These colors are not eact and may vary depending on the printer and display monitor you use. Please consult a Pantone color chart or deck to see the actual color. 9

11 logo eamples final appearance when printed vignette blends PMS solids one color continuous tone one color district and section banner district6 district6 district6 district6 district and section block aging services and activities aging services and activities aging services and activities aging services and activities pennant graphic 10

12 usage guidelines recommended typography The CPRS-approved sans serif font The sans serif typeface to be used eclusively for tet is Monotype Century Gothic regular and bold. Designed in 1991, Century Gothic takes inspiration from Sol Hess's version, which was drawn between 1937 and 1947 for the Lanston Monotype Company. It has been chosen because it provides maimum legibility at all sizes. It has an institutional quality and clarity that complements the CPRS logo either in all upper-case or lower-case letters. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz !? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz !? Typography The CPRS logo consists of tet and a colored pennant in a fied relationship as shown above and on page 3. It may not be altered in any way. The eamples in this manual establish the visual standard for correct typesetting. Correct letter spacing is neither too tight nor too open, as shown in the following eamples: This is too tight This is too open This visual standard applies to typography used to support the Society s logo at all sizes in all media. However, if the required method of reproduction is coarse, as is fleography, or the viewing distance is great or varied, as is the case with signs, then more spacing may be required to maintain the visual standard and optimize legibility. Type size For maimum readability, tet or body copy in CPRS publications, advertising and collateral materials should be set not smaller than 10 points in sans serif type or 11 points in serif type. the italic versions are not allowed The CPRS-approved serif font The serif typeface to be used eclusively for tet is ITC Century Book, Bold and italics. Originally designed by Morris Benton in 1918 for elementary school tets and modernized in 1975 by the International Typeface Corporation, ITC Century has been chosen because it provides high legibility at small sizes, and where a more formal appearance is required. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz !? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz !? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz !? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz !? 11

13 general design guidelines CPRS corporate colors should be used whenever possible. The CPRS logo should be at the top of documents for prominence when they will be placed in a display or literature rack. Whenever possible, the diversity of the Society's population, ethic and gender diversity, and breadth of services should be represented in photographs selected for publication. Photographs used should be current and within the Society s geographic boundaries, whenever possible. People who appear in photos and where taken should be identified, if possible. Model releases should be obtained when images appear in promotional pieces. Tet should be set ragged-right and the minimum type size should be 10 point sans-serif, 11 point serif (i.e., all columns in this manual are set ragged-right). Headlines should be written in lower-case style using the corporate sans serif font, while tet should be in one of the two, approved, corporate tet fonts. Use one space, not two, after periods. Soy-based inks and environmentally sensitive materials should be used whenever possible. 12

14 glossary Ampersand: the symbol & used to represent the word and. Bleed: reproduced so the image continues off the page edge. Crop: To cut away parts of a graphic element. CPRS colors: Black Blue (PMS 2995) Gold (PMS 116) green (PMS 368), and Red (PMS 485) Drop shadow: A darker duplicate of an element, behind the original element, giving the appearance of a shadow, sometimes used to increase legibility. Flush left or right: aligned at common left or right margins. Font: a complete assortment of type in one size and style. Font style: the visual characteristic of a font... Bold a font with thickened strokes: This is bold Condensed a font compressed in width: This is condensed Italic* a font with main strokes slanting to the right: This is italic Regular (or plain) a font with normal strokes: This is regular Century Gothic: the name of the CPRS font for sans serif tet. Century Book: the name of the CPRS font for serif tet. Justified: A tet block that is flush both right and left margins. Letter spacing: (kerning) the space between letters of a word. Letter spacing is critical for readability of signs at a distance; however too little or too much letterspacing is undesirable: These letters are too tight These letters are too open Line spacing: (leading) the space between lines of tet. Line spacing in a tet block is critical for readability; however too little or too much line spacing is undesirable: These lines are too far apart These lines are too close These lines are too close These lines are too far apart These lines are too close These lines are too far apart Logo: A symbol that identifies an organization, its products and services. Logotype: A distinctive organizational signature set in a specific font. Negative: (or reverse) white artwork against a black background. Pica: a typographic unit of measure, approimately 1/6 inch. PMS: Pantone Matching System. A numeric ink color matching system for printing. The number assigned to a color informs the printer the eact color to use. Point: a typographic unit of measure equal to 1/12 pica. Positive: dark artwork against a light background. Sans serif: a font without serifs: This sentence is typeset in a sans serif font. Screen: a printing device that causes a color to appear lighter by printing fine dots of the color according to a percentage; for eample, a 30-percent screen of blue simulates a light blue. Serif: fine cross marks (or feet) that finish off a letter s main strokes: This sentence is typeset in a serif font. Tet block: an isolated sentence or group of sentences. Type: symbols that represent alphabetical letters or forms. Typography: the art and science of setting and arranging type. Vignette blend: when a color fades or darkens within itself. Visually flush: aligned at a common right or left margin so that letters and shapes which do not have defined vertical right or left sides are combined and arranged to give the appearance of vertical alignment. Word spacing: the space between words. Word spacing in a tet block is critical for readability; however too little or too much word spacing is undesirable: These words are too close together These words are too far apart *Century Gothic Italic styles are not allowed in CPRS graphics. 13

15 graphic standards manual 12/08 K FORTUNE 2 die-cut hard back cover with file tab