Corporate Identity MANUAL
Contents About Junior Achievement................................... 1 Purpose and Values...................................... 1 Building the JA Brand..................................... 2 Brand Positioning....................................... 2 Purpose/Mission Statement.................................. 3 Core Brand Idea/Brand Promise................................ 3 Brand Attributes/Drivers.................................... 3 Brand Essence........................................ 3 Introduction to Logo Standards................................ 4 JAbrand.org......................................... 4 Logo Formats......................................... 5 Logo Primary Colors...................................... 6 Logo Secondary Colors.................................... 7 Logo Incorrect Uses.................................... 8 Logo Color Incorrect Uses................................. 9 Using Only the Triangle Symbol................................10 JA Area Logos........................................10 Capstone (JA BizTown and JA Finance Park )........................11 Capstone Logo Versions................................... 12 Capstone Logo Color Specifications..............................13 Capstone Signage Usage on Buildings.............................14 Co-Branding.........................................14 Naming of JA Programs, Events, & Initiatives......................... 15 Websites and Social Media Accounts.............................15 Message Consistency.....................................16 Social Media Do s and Don t s.................................16 Fonts.............................................17 Imagery........................................... 17 Promotional Products.....................................18 JA Stationery Templates................................... 19 Specialty Finishing......................................20 Frequently Asked Questions..................................20
About JA At Junior Achievement USA (JA), we give young people the knowledge and skills they need to own their economic success, plan for their future, and make smart academic and economic choices. Our corporate and community volunteers deliver relevant, hands-on learning eperiences that give students from kindergarten through high school knowledge and skills in financial literacy, work readiness and entrepreneurship. JA programs empower students to make a connection between what they learn in school and how it can be applied in the real world enhancing the relevance of their classroom learning and increasing their understanding of the value of staying in school. Purpose and Values Junior Achievement s purpose is: To inspire and prepare young people to succeed in a global economy. The envisioned future: what we aspire to become. Junior Achievement maintains an active vision, focused on how we can have a positive impact on the lives of more students guided by our core values: Belief in the boundless potential of young people Commitment to the principles of market-based economics and entrepreneurship Passion for what we do and honesty, integrity, and ecellence in how we do it Respect for the talents, creativity, perspectives, and backgrounds of all individuals Belief in the power of partnership and collaboration Conviction in the educational and motivational impact of relevant, hands-on learning Our values are comprised in our purpose: To inspire and prepare young people to succeed in a global economy. It s not an easy task, but it s the kind of challenge that JA takes on with creative energy, fervor, and decisive action. We are pleased to provide you with the information you will need to accurately represent Junior Achievement throughout all communications. To convey the brand through our communications, these standards must be used consistently. Over time, this consistency in our branding will positively influence businesses, educators, and communities. This recognition will strengthen the organization s ability to accomplish its goals. 1
Building the JA Brand Junior Achievement s brand architecture is built on an underlying philosophy. It was synthesized from the brand-related epertise of several professional branding firms as well as the beliefs formed from input from JA associates, and is comprised of three premises: The brand starts at home. Junior Achievement staff is committed to living the brand so our stakeholders eperience the JA brand through their interactions with us. Every moment of truth all the transactions and interactions between stakeholders and Junior Achievement s people or assets influences stakeholders brand perceptions and trust. Every moment of truth either positively or negatively impacts the eperience a stakeholder has with Junior Achievement and thus either negatively or positively impacts his or her trust in and understanding of Junior Achievement. The brand is strengthened through strategic focus and tactical implementation across four strategic cornerstones. These cornerstones are: Brand Strategy Brand Identity Brand Management Brand Eperience The Brand Development Framework, which is defined by the four strategic cornerstones, is a road map for organizing and thinking about how to develop a strong brand. The Brand Development Framework illustrates the breadth of strategies and tactics required to orchestrate the creation, building and sustaining of a strong brand. Brand Positioning The brand position is a statement of the unique space owned by the brand. The Junior Achievement brand positioning statement is: Hand in hand with caring adults concerned about the future success and economic health of young people and the communities in which they live, Junior Achievement empowers young people to own their future economic success by enhancing the relevancy of education. That s because JA ignites the spark in young people to eperience and realize the opportunities and realities of work in a 21st-century global marketplace. 2
Junior Achievement s target audience is caring adults concerned about the future success and economic health of young people and the communities in which they live. This description of the target audience encompasses JA s multiple stakeholder groups that we actively market to: donors, board members, educators and volunteers. Purpose/Mission Statement JA s mission statement eplains our purpose. It s what we do. This statement is long-term and serves to remind why the organization eists. To inspire and prepare young people to succeed in a global economy. Core Brand Idea/Brand Promise The core brand idea is the foundation upon which an organization s brand is built. It is what is unique, remarkable and relevant to the target audience. It s what differentiates JA in the marketplace. Empowering young people to own their economic success. Brand Attributes/Drivers The brand attributes describe the eperience we want our target audience to have with Junior Achievement. These attributes must be believable but can be aspirational. Junior Achievement s brand attributes are: Eperiential Professional Innovative Relevant Passionate Brand Essence Brand essence sums up how a brand connects emotionally with its target audience. It should capture what a customer feels during an eperience with the brand. Inspiring Empowering 3
Introduction to Logo Standards Corporate identity standards ensure that the visual design elements of Junior Achievement are applied correctly in every application in which JA is identified. Published standards are essential for driving consistency in large, diverse organizations like Junior Achievement. It is important that the standards are closely followed, especially regarding proper use of the JA logo, which is a registered trademark. The success of maintaining JA s corporate identity depends on the ownership of its goals and values by every associate. Questions regarding Junior Achievement s corporate identity standards should be directed to the Brand Group at Junior Achievement USA at 719-540-8000. JAbrand.org This website is dedicated to making your marketing and other creative processes easier, more efficient and powerful. You will find the tools to help build brand visibility, forge strong stakeholder relationships and finesse fundraising. All the JA corporate logos, JA Area logos, and most of the other items mentioned in this manual are available for download on this site. The JA logo The primary purpose of a logo is to prevent people from becoming confused about the source or origin of a product or service. Logos help people answer the questions, Who makes this product? and Who provides this service? It should be immediately recognizable and instill trust in people. The JA logo: The logo is a registered trademark, and its use by any other organization is not allowed without epress, written permission from the Brand Group at Junior Achievement USA at (719) 540-8000. As people become familiar with JA s logo and the goods and services it represents, it acquires a secondary meaning as an indicator of quality. Thus, established logos help to answer another question: Is this product or service a trusted one? For this reason, the JA logo is a valuable asset, worthy of protection. 4
Junior Achievement s corporate identity is an important asset, and managing it is an important responsibility. The objectives of Junior Achievement s corporate identity are: To present a well-articulated, consistent, and legally protected corporate identity. To lay the foundation for recognition of and preference for Junior Achievement among customers, associates, vendors, investors, and the general public. The JA logo is the combination of the triangle symbol and the words Junior Achievement. The three sides of the triangle represent three brand elements: young people, educators, and business. The upward steps represent the sequential nature of JA programs. young people educators middle high business elementary Logo Formats When the words Junior Achievement in the Bodoni typeface are combined with the triangle symbol in a given relationship, it is referred to as the Junior Achievement logo. The JA logo is a piece of artwork. Never create your own version of the JA logo out of ordinary type. The logo must stay on a horizontal plane. There are two formats, with the triangle aligned left or centered. Since consistent application will reinforce the visual image of Junior Achievement, any other version is unacceptable. Every reproduction of the logo must be clear, crisp, and not distorted from the original design. All logo versions are available for download on jabrand.org under the Brand Identity tab. Aligned left This is the preferred format. This well-balanced format remains more legible when scaled smaller or larger. The triangle symbol is positioned to the left of the stacked words. The words Junior Achievement are the same height as the triangle. 5
Centered The triangle symbol is positioned above the words Junior Achievement. The tet is on one line and is centered directly below the triangle. The logo must be surrounded by minimum clear space from other copy or graphics, as indicated in the eamples below. Clear Space: X = height of the lowercase u in Junior Logo Primary Colors There are si color applications of the logo. The preferred color is Pantone Matching System (PMS) green 348, or as a four-color process CMYK (which may be less epensive). Do not use the green and gold version unless printing professionally, as the gold does not represent accurately for online applications or when printed from color copiers. For reproduction in four-color process printing, the proper color builds are as follows: JA Green 100% cyan, 0% magenta, 85% yellow, 24% black JA Gold 30.2% cyan, 36.80% magenta, 76.5% yellow, 16% black When a one-color logo is used, the steps in the triangle must be transparent (i.e., the background of the printed piece, stitched item, or picture/video shows through the steps). 6
Green PMS 348 Black White (Reversed) Grey (75% Black) Gold PMS 873 Green PMS 348/Gold PMS 873 Secondary Colors The JA brand color palette also includes secondary colors, which should be used to compliment the primary colors. They should not replace the primary colors or the JA approved logo colors (grey is the eception, as it is an approved JA logo color). Orange CMYK: 0, 34, 78, 17 RGB: 213, 152, 68 He (web): #d59844 Light Green CMYK: 50, 0, 100, 0 RGB: 140, 198, 62 He (web): #8cc63e Grey CMYK: 0, 0, 0, 75 RGB: 98, 99, 102 He (web): #626366 7
Logo Incorrect Uses While these rules may not include all misuses of the JA logo, these are among the most common. Do not change the appearance of the logo. Do not stretch vertically or horizontally (hold shift key when sizing to avoid distortion). Do not use the logo where the steps in the triangle are not transparent (use.png or.eps file types to ensure transparency). Do not place on a grey background where contrast (either too dark or too light) is insufficient. Do not place on a distracting background or any patterned background. Do not reverse or overprint the logo on photographic backgrounds. 8
Logo Color Incorrect Uses While these rules may not include all misuses of the JA logo, these are among the most common. Do not change the color of the logo. It should be all one JA approved color (eception is the green/gold version). Do not change the color of any part of the logo. Do not add an outline to the logo. Do not change the opacity of the logo. Do not use a pattern on the logo. 9
Using Only the Triangle Symbol The triangle symbol used alone is permitted as a design element, however, the JA logo in its entirety must be visible on the piece. When the triangle symbol is used alone, it must follow these guidelines: 1. The proportions of the triangle and upward step elements must remain intact and in proportion to the triangle, as in its natural state in the logo. 2. The relative position of the triangle must remain parallel at the base to the horizontal aspect of the product to which it is applied and must be right side up. 3. It must be used in one of the acceptable logo colors or as a watermark in the background. 4. The upward steps in the triangle are transparent. 5. The JA logo in its entirety must be visible on the piece. JA Area Logos The JA Area logos can be downloaded on jabrand.org under the Brand Identity tab. All the same rules of the JA logo apply to JA Area logos. JA Area logos must be surrounded by minimum clear space that includes the JA Area name. Clear Space: X = height of the lowercase u in Junior 10
Capstone (JA BizTown and JA Finance Park ) For JA Areas that have Capstone facilities, the Capstone names JA BizTown and JA Finance Park must be referred to in their entirety, and must not be preceded by another organization s name. Program names must be italicized (ecept when using the logo treatment) and must also include a registered trademark when spelling out the name, but only in the first instance where it appears on the document (it does not need to be included in subsequent instances in body copy). The symbol should be superscripted, but not italicized. Permissible: JA BizTown (first instance). BizTown is one word, capital B and T JA BizTown (second instance) Not permissible: BizTown (must include JA and registration mark) Junior Achievement BizTown (do not spell out Junior Achievement ) ABC Company/JA BizTown (JA BizTown must be first) Permissible: JA Finance Park (first instance) JA Finance Park (second instance) Not permissible: Finance Park (must include JA and registration mark) Junior Achievement Finance Park (do not spell out Junior Achievement ) ABC Company/JA Finance Park (JA Finance Park must be first) JA BizTown and JA Finance Park logos can be downloaded on jabrand.org under the Brand Identity tab. These logos are registered trademarks. Logos must be surrounded by minimum clear space from other copy or graphics as indicated below: Clear Space: X = height of the lowercase u in Junior JA Finance Park Clear Space: X = height of the lowercase u in Junior 11
Capstone Logo Versions Full Color Horizontal Full Color Stacked JA BizTown JA Finance Park JA Finance Park Virtual JA Company Program One Color Horizontal One Color Stacked JA BizTown JA Finance Park JA Finance Park Virtual White (Reverse) Horizontal White (Reverse) Stacked JA BizTown JA Finance Park JA Finance Park Virtual 12
Capstone Logo Color Specifications Green PMS: 348 CMYK: 100, 0, 85, 24 RGB: 0, 135, 81 He (web): #008751 Orange PMS: 1365 CMYK: 0, 34, 78, 17 RGB: 213, 152, 68 He (web): #d59844 Green PMS: 348 CMYK: 100, 0, 85, 24 RGB: 0, 135, 81 He (web): #008751 Light Green PMS: 375 CMYK: 50, 0, 100, 0 RGB: 140, 198, 62 He (web): #8cc63e Green PMS: 348 CMYK: 100, 0, 85, 24 RGB: 0, 135, 81 He (web): #008751 Orange PMS: 1365 CMYK: 0, 34, 78, 17 RGB: 213, 152, 68 He (web): #d59844 Grey PMS: Cool Grey 10 CMYK: 0, 0, 0, 75 RGB: 98, 99, 102 He (web): #626366 13
Capstone Signage on Buildings When the JA and the JA Capstone logos are used on a building sign, it must follow the logo specifications. There may be occasions when building signage is restricted. In these unique circumstances, please contact the Brand Group at Junior Achievement USA at 719-540-8000. Co-Branding Co-branding guidelines apply to one or more organizations that wish to use its identity in association with JA (this also applies to Capstone logos). Eamples where co-branding may be visually represented include: event signage, Microsoft PowerPoint presentations, marketing materials, promotional products, etc. All JA logo specifications apply to the JA logo when co-branding. In addition, the JA logo should be equal to, or greater than the size of the partner logo, and placed in the first and or prominent position, typically the upper left. While partner logos should be displayed according to their corporate identity standards, the JA logo should not be positioned smaller, or reflect any of their standards. Any questions pertaining to co-branding initiatives can be submitted for a review of content and design to the Brand Group at Junior Achievement USA at (719) 540-8000. Event T-shirt co-branding eample (back of shirt): JA BOWL-A-THON SPONSORED BY Online header co-branding eample: 14
Naming of JA Programs, Events, & Initiatives All JA programs, events, and initiatives will begin with either JA/Junior Achievement or the name of the program/event/initiative. Ownership naming rights in which the donor/sponsor s name appears in the name of the program/event/initiative will not be permissible. Program names must be italicized (ecept when used in signage). They must also include a registered trademark when spelling out the name, but only in the first instance where it appears on the document. It does not need to be included in subsequent instances in body copy. The symbol should be superscripted, but not italicized. Permissible: JA Economics for Success (first instance) JA Economics for Success (subsequent instances) Not permissible: ABC Company/Economics for Success Permissible: Not permissible: JA Company of the Year Competition ABC Company/Company of the Year Competition Permissible: Not permissible: Junior Achievement Innovation Initiative ABC Company/Junior Achievement Innovation Initiative This policy recognizes that there are pre-eisting donor and sponsor relationships that have permitted naming of curriculum, events, competitions, or initiatives that do not adhere to the standards of this policy. In these situations, the naming approach will remain in place until such time that Junior Achievement is no longer receiving support from these donors/sponsors for the specific curriculum, supplements, events, competitions or initiatives already in place. At that time, JA Areas are epected to align their branding to the guidelines contained here. Websites and Social Media Accounts These sites are visual representations of the JA brand and should be consistent with JA brand standards. For many audiences, your website and social media pages are the first contact they will have with Junior Achievement. Your website and social media pages need to position JA as an innovative organization that fills a need in your community. Guidelines and tools to help implement JA brand standards with ease and consistency are available on jabrand.org under the Social Media and PR tab. Here are some of the tools offered: Website and Social Media Checklist Visual Reference Checklist 15
Social Media Do s and Don ts JA Logo Do s and Don ts Facebook Guidelines Twitter, Facebook, and Linked In Logos Facebook TImeline Options How to Add a JA Logo to your Facebook Page Twitter Background Options YouTube Graphic Bar Social media enhances a brand s ability to achieve a full range of marketing goals: gain stakeholder insights, build brand advocates, encourage loyalty, enhance reputation, and increase website search engine rankings. For nonprofits such as JA, social media can assist in fundraising, acquiring and retaining volunteers and raising awareness and building community support for the organization. Message Consistency JA Area websites and social media sites are visual representations of the JA brand and should be consistent with JA brand standards. Your website and social media pages need to position JA as an innovative organization that fills a need in your community. Social Media Do s and Don t s Social media enhances a brand s ability to achieve a full range of marketing goals: gain stakeholder insights, build brand advocates, encourage loyalty, enhance reputation, and increase search engine rankings. For nonprofits, such as JA, social media can assist in fundraising, acquiring volunteers and generally raising awareness and building community support for the organization. Here are a few do s and don t s to keep in mind when engaging in social media. Do s Do remember all posts online are accessible to anyone. Be careful and thoughtful about what you post. Do remember that you are a representative of the JA brand and of your JA Area. Do communicate honestly, professionally and respectfully. You cannot control what others say; however, you can plan and manage what is appropriate for you and your staff to say. Do listen: define your place in the social media landscape. Do respond: react to online conversations where appropriate. Do engage: initiate online conversations. Do integrate: incorporate social media into the organization. 16
Don t s Do not share or write about: Financial information. Personal information: Never share personal information regarding other employees, students, teachers or volunteers. Legal information: Never post anything concerning a legal matter. Do not disclose any information that is confidential. Do not discuss politics or other controversial topics. For more social media tools, go to jabrand.org under the Social Media and PR tab. Fonts For continuity and simplicity, only two type families are used in communications: PC fonts are Times New Roman and Arial; Mac fonts are Garamond and Helvetica. These have been chosen because of their clarity, legibility, and practicality. Below is a sample of fonts within the approved fonts families. These are available on PCs and Macs (please note that other fonts in these families are acceptable, i.e., Arial Narrow, Helvetica Neue, etc): PC Fonts: Macintosh Fonts: Times Roman Arial Garamond Helvetica Times Italic Arial Italic Garamond Italic Helvetica Italic Times Bold Arial Bold Garamond Bold Helvetica Bold Imagery The primary goal of imagery is to visually communicate the values and purpose of the brand. Therefore, it is important to use images that represent JA in action. This includes shots of students in the classroom interacting with caring adults, or images of local event such as Hall of Fame or Bowl-a-thons. You may use images from your local area, or images from the JA branded library. The JA Branded library can be accessed on jabrand.org under the Photos and Videos tab. Images are separated by grade level (elementary, middle, high) and include in-classroom shots, studio shots of students and adults, students using modern technology, and images representing ethnicity. Eample of images from the JA Photo Library are on the net page. 17
Promotional Products Promotional products may bear the Junior Achievement trademarked elements as long as the logo specifications are followed. Awards, jewelry, and other applications may require a unique layout. Please contact the Brand Group at Junior Achievement USA at 719-540-8000 for design approval. 18
of Your Office www.ja.org work readiness entrepreneurship financial literacy Street City, State Zip 555.555.5555 www.website.org of Type Your Area Here of [Your Area Here] of Type Your Area Here Street City, State Zip 555.555.5555 www.website.org JA Stationery Templates The JA Stationery Templates package includes a broad variety of templates from business cards to letterhead. The intent of the package is to provide templates for all of your written communication needs. The templates are presented in multiple formats. Most templates have been created in Microsoft Office so you can make modifications such as adding your board members names to the letterhead, which you can then print on your office copier, or provide the files to a professional printer. Templates can be found at jabrand.org under the Brand Identity tab. PowerPoint Letterhead First Last Job Title Here Your Street Address Your City, State, Zip Phone Number flast@ja.org www.yourwebaddress.org Business Card Junior Achievement of Your Office Street Address City, State, Zip Headers Envelope Thank You Card 2014 Junior Achievement USA, MK513 Covers Empowering young people to own their economic success Folder Type of Certificate Awarded to Person s Name Name Month Day, Year Date Signature Note Pad Certificates 19
Specialty Finishing Approved specialty finishing on printed pieces includes gold and silver foil, embossing, blind embossing, embroidery, and banners. Any other specialty finishing should be submitted for review to the Brand Group at Junior Achievement USA at 719-540-8000. Frequently Asked Questions Q. What are the JA logo colors? A. There are si color applications of the logo. The preferred color is Pantone Matching System (PMS) green 348. You can print the logo using this PMS color, or as a four-color process (which may be less epensive). It is strongly recommended that you do not use the green and gold version unless printing professionally, as the gold does not represent accurately for online applications or when printed on color copiers. For reproduction in four-color process printing, the proper color builds are as follows: JA Green 100% cyan, 0% magenta, 85% yellow, and 24% black; and JA Gold 30.2% cyan, 36.80% magenta, 76.5% yellow, and 16% black. Q. Which logo format should I use? A. JPG format is the standard for on-screen viewing or online publishing. A JPG file is a compressed file that contains some but not all of the original information. It is sufficient for most online purposes and insertion into Word documents. PNG can also be used online or in Word documents, but has the benefit of a transparent background when the logo is placed over a colored background. EPS (vector) format is the standard for high-resolution printing, and is scalable to any size. This format should be supplied to your vendors. Q. How do I download high resolution photos from the photo packages on jabrand.org? A. Click on the image and select Download. Q. Why does the color look off on the logo that I just imported into my document? A. If you double-click on the downloaded logo, it will most likely open up in a preview window. If you then copy and paste this into your document, it will not be the original file, it will be a copy, and the color will not be correct. The correct importing method is to either drag the downloaded logo into your document, or insert it through the Insert Graphic/Picture command in your document controls. Q. Can I print my own stationery? A. It is strongly recommended that you use the communications templates that are available on jabrand.org under the Brand Identity tab. You can use your printer, or order from the JA e-store at https://www.juniorachievement.org/web/ja-estore. The JA e-store has all of the JA communications templates loaded for customizing with your local information for printing. 20
Q. What fonts should I use in corporate communications? A. Headlines use the Helvetica family, (PC users can use the Arial family). Body copy uses either the Helvetica or Garamond family (PC users can use the Arial or Times New Roman family). Q. Is there a general certificate offices can use that are not program related? A. Yes. A completely customizable generic version is on jabrand.org under the Brand Identity tab and the go to Stationery Templates. Q. Our T-shirt vendor is asking for a digitized logo. Can you provide this? A. We can provide you or your vendor the digitized JA Corporate left-aligned logo version. If you want a digitized version of your JA Area logo, you will need to provide your vendor with an EPS (vector) of your JA Area logo, which the vendor will have to digitize for you. A fee is usually associated with this. You can download your JA Area logo from jabrand.org under the Brand Identity tab. 21