Brand And Logo Identity Guidelines Contents

Transcript

Brand and Logo Identity Guidelines Contents 1. Mission, Vision, Values 2. Logo Usage, Styles and Best Practices 3. Fonts 4. Colors 5. Email Signature 6. Presentations 7. Other Templates 8. Photos 9. Brand Terminology 10. AP Style Guide CONTACTS: Heather Mangrum, Director of Communications, [email protected] Jesse Lindsey, Communications Associate, [email protected] October 2016 Mission, Vision, Values Since our founding in 1924, International House has transformed the lives of more than 65,000 alumni, including individuals who went on to become Nobel Prize winners, heads of state, awardwinning authors and artists, entrepreneurs and CEOs. Through the daily interaction of residents in a culture built upon the values of empathy, respect and moral courage; through our unique programs, partnerships, and facilities; and with our alumni network, International House fosters diversity of thought and experience. We nurture the global leadership skills of our residents and alumni. These leadership skills are grounded in the values that have been present since the founding of International House – empathy, respect and moral courage. Our Mission To challenge residents to become leaders as members of a diverse and inclusive lifelong community. Our Vision To foster international understanding by empowering the next generation of globally minded leaders. Our Values Empathy The ability to place oneself in the shoes of another Respect The ability to view and to treat others with the highest esteem Moral Courage The ability to do what’s right in the face of countervailing forces Logo Usage Both names and marks will be used for specific situations House vs International House New York International House is the Primary usage and should be applied to all internal and external communications. While the New York location is par t of a larger, international network, we are recognized as the leading voice in that network. International House New York should be used only when mentioned in the context of the other I-House locations or the International House Worldwide network. This applies to both internal and external communications. There should be no hyphen, comma or colon used in this application of the name. International House is member of International Houses Worldwide, an affiliation of 15 International Houses around the world, but operates as a separate, independent, non-profit institution. Logo Usage, continued Logo Clear Space Grey shaded area indicates Safe Zone. Other graphical and visual elements can be safely positioned up to the adjoining Blue area. Blue indicates Clear Space. The blue area must be kept free of all other graphical and visual elements. The minimum required Clear Space is defined by the measurement ‘X’ (equal to the height of the uppercase letter. The width is equal to the height as well.) Logo Styles 5. Logo Best Practices Primary Full Color logo - Horizontal This is the primary logo to use. This is your main go-to version of the logo, except for limited exceptions below. Secondary Full Color logo - Vertical This is the secondary logo to use. In instances where space is limited, or it needs to sit next to other logos, this logo can be used. Greyscale logos The greyscale version can be used for higher quality B&W print reproduction, where color is not an option. Inverted logos In very limited instances where the logo can only be placed on top of a solid, dark color background, use inverted versions of the logo. Otherwise use the primary color logo. How NOT to Use the Logo 1. Logo Specifics cont. To ensure the I-House logo is not weakened by inconsistency and loss of recognition, do not change, alter, modify any part of the logo, including color, across all versions. Do not resize or change the position of the logo mark. Do not use any other font, no matter how close it might look to Adobe Garamond Pro. Minion font Times font Do not use squish or squash the logo. Any resizing must be in proportion. DO NOT use any other color in for the logo. Only the standard files should be used on I-House printed materials, products and other collaterals. Logo Font The Adobe Garamond Pro typeface is the only font used for the logo. Adobe Garamond Pro Regular is used for both “International House” and “New York.” Choosing the Right Logo Format 1. Logo Specifics cont. How and when to use different Types of Image Files JPEG (or JPG) JPEGs might be the most common file type on the web, and more than likely the kind of image found on many Microsoft Office documents. In addition to projects for the web and MS Office documents, you can use JPEGs for projects that require printing at a high resolution. All JPEG logo files are high resolution to prevent quality loss. PNG PNG files are used for interactive documents such as web pages. The reason PNGs are used in most web projects is that you can save your image with more colors on a transparent background. This makes for a much sharper, web-quality image. All PNG logo files are high resolution to prevent quality loss. PDF PDF files are designed to work on any application and on any computer. If a designer saves a vector file in the PDF format, you can view it without any design editing software and they have the ability to use this file to make further manipulations. This is by far the best universal tool for sharing graphics. EPS – Encapsulated Postscript EPS is a vector file format designed to produce high-resolution graphics for print. It is more of a universal file type (much like the PDF) that can be used to open vector-based artwork in any design editor. When sending files to a printer (for business cards, signage, etc.), EPS is the most appropriate file to use. Document and Email Fonts 3. Colour Specifications Gill Sans Typeface Family One font - Gill Sans MT - should be used for all other forms of standard body text, including stationery, brochures and all forms of general correspondence. Gill Sans was developed in 1926 by English sculptor, typeface designer, and printmaker. The simplicity of the design makes it ideal for posters and advertisements, as well as for the text of documents that need to be clearly legible at small sizes or from a distance. Use of this font will ensure the most flexibility and consistency for the future growth of the International House identity. Gill Sans MT in 20 pt for Headers Gill Sans M T B o l d i n 1 2 pt f o r Subheads Gill Sans MT in 12 pt Body Text Gill Sans MT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*() Gill Sans MT (bold) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*() Other versions of the Gill Sans font – including the condensed and extra-condensed versions found in Microsoft Office products – should NOT be used in any I-House materials. International House Color Palette 2. Document Typeface Details Blue and gray are the main brand colors for International House. It conveys our uniquely positive brand personality mirroring our values of empathy, respect, and moral courage. Correct usage of these colors is vital to upholding the visual legacy of the International House brand. The International house color palette includes primary and secondary palettes. The “central colors” are the blue, light gray and dark gray palette colors. Secondary colors include red, orange, and light blue. You may use as few as two colors but no more than four in a single document. You may accent the blue with any colors from the secondary palettes. The secondary palette’s use is for “highlighting” only. When in doubt, use the I-House blue. Primary Palette I-House Blue PMS 2945 C:100 M:52 Y:2 K:12 R:0 G: 84 B:159 Hex: #0057a6 I-House Gray PMS 422 C:0 M:0.0116 Y:0.0405 K:0.322 R:173 G:171 B:166 Hex: #adaba6 I-House Dark Gray PMS 425 C:0 M:0 Y:0 K:77 R:89 G: 89 B:89 Hex: #595959 Secondary Palette I-House Red PMS 704 C:0 M:90 Y:72 K:29 R:180 G: 46 B:52 Hex: #9e2629 I-House Yellow PMS 142 C:0 M:28 Y:76 K:0R:253 G: 190 B:87 Hex: #edbd3d I-House Light Blue PMS 542 C:62 M:22 Y:0 K:3 R:86 G: 160 B:211 Hex: #6699c2 Email Signature 3. Colour Specifications A consistent, organization-wide email signature is a key part of our brand identity. It is a cognitive flag that helps contacts know they are getting emails from. Use basic contact information, include assigned fonts and colors of the brand identity of International House. Email signatures should not stray at all from the format below. (Gill Sans Bold 12pt) I-House Blue Name (Gill Sans Italics 10pt) I-House Dark Gray (Gill Sans Bold 10pt) I-House Dark Gray (Gill Sans 10pt) I-House Dark Gray Title International House 500 Riverside Drive New York, NY 10027 [email protected] 212-316-8495 ihouse-nyc.org | Facebook | Twitter | LinkedIn (Your email) (Your Phone Number) (Links to social media) (Gill Sans Italics 12pt) I-House Primary Blue Preparing leaders for the global community Social Media Links https://www.facebook.com/ihousenyc https://twitter.com/ihousenyc https://www.linkedin.com/company/international-house Presentations 6. Banner Usage Clean, consistent branding on presentations is another important tool in building brand recognition and strength for an organization. Use these basic slide templates for PowerPoint presentations, keeping in mind that the more graphics and photos added, the larger the file becomes, making it more difficult to store, email, and sometimes even present. You can also use the accent colors in the I-House Color Palette to enhance your presentation, but it will be best to limit use of those colors to one per section. Templates are available for download in the staff section of www.ihouse-nyc.org. Title Slide Slide Layout with Graphics Closing Slide Simple Slide Layout Announcements, Flyers and Fact Sheets 7. Email Signature In addition to PowerPoint presentation, PowerPoint slides can be used effectively in creating print presentation decks, flyers for internal announcements and informational one-sheets. Templates are available for download in the staff section of www.ihouse-nyc.org. Suggested uses for the Flyer Graphic Layout    External one-sheets Internal announcements Fact Sheets Suggested uses for the Flyer Banner Layout    External one-sheets Meeting Agendas with external partners Reports Suggested uses for the Flyer Simple Layout    Signage Internal announcements Fact Sheets Printing Pages with Banner Graphics 6. Banner Usage The banner graphic can be inserted into documents as a header for fact sheets, advisories and bulletins as well as all one-off documents that might be created for various internal and external communications. The banner image should be used only as a header, and not be placed elsewhere on the page. When printing a page using the banner graphic, be sure to adjust the printer setting in Print Set Up so that a border does not appear around the graphic, per the standard settings on most office machines. Digital Letterhead 7. Email Signature For more formal communications, a digital version of our standard letterhead is now available. This template should be used for official letters, agreements, and other documents that require a signature or represent an agreement with, or notification for, external parties. In order to maintain consistency for our brand in formal communications, the graphics in the header and footer of the template should not be moved, removed or adjusted in any way. The margins in the template are set at 1” and should not be adjusted. This setting allows for about 300 words in the text body using the Gils Sans Light font at the 12 pt. Templates are available for download in the staff section of www.ihouse-nyc.org. Using Photos 8. Brand Terminology Style Sheet The photos we use in our communications should reflect the International House mission, vision and values. Recommendations for choosing appropriate imagery • • • • Use images that clearly illustrate the subject, activity or other message you are trying to convey in the document or section text. . Use images of smiling, positive people that also reflect action and involvement. Provide additional context with a positive, clear, single-sentence caption. When possible, provide a full photo credit somewhere on your document (either at the bottom of the page, as a caption under the photo, or at the end of the document). Photos to Avoid • • • Blurry images Large groups with no clear indication of what is taking place People sitting at tables in meetings Photo Quality Ensure the images in your documents are of the best clarity. Here are some best practices to help make your communications look professional. • • • • • If you are creating a document that will be printed, it is best to use a high-resolution photo (150-300 dpi). Most photos taken with a digital camera will give you the correct resolution, whereas the resolution of most photos taken with a smartphone will not be high enough for use in a printed piece. If you are unsure what the photo quality is, a good indicator is a larger file size. Anything over 1MB (1000KB) should give you a good image to work with for print documents, posters, and large format items like banners. If you are creating a digital ONLY document (i.e., email, PowerPoint presentation, etc.), then a photo can be a lower resolution (72 dpi). All of your photos should be placed in your document (whether print or digital) at 100% of its original size or smaller. Increasing the size of the photo (i.e., to 150%) will significantly reduce the quality of the images, especially when you make copies. For other specific photo needs or questions you can contact the Communications Team. I-House Brand Terminology 7. Email Signature Terminology is an integral component in keeping our branding consistent. The language you use to communicate sets the tone for your relationship with your audience. The more consistent that tone is, the more your audience will come to recognize it, and the more comfortable they will become with the brand. Below is a list of common correct and incorrect words and phrases that adhere to International House style and tone. CORRECT INCORRECT General Terminology International House The International House I-House i. house, I.House, I/House, IH, I. House resident members Resident Members Residents Council Residents’ Council Resident Membership Agreement or RMA resident membership agreement; lease; contract Membership Card ID Women’s International Leadership Program or WIL Board of Trustees President & CEO, Calvin Sims Women in Leadership Board of Directors Head of I-House, Chairman Rooms and Spaces Home Room Frohlich Fitness Center Abby O’Neill Patio home room, homeroom Fitness Center The Patio; Sakura Park Patio H.R. Commons HR Commons Hall of History hall of history Burns Foyer Riverside Lobby Alumni Class Years Jane Doe ’XX Jane Doe, ‘XX, Jane Doe (XX), Jane Doe (XXXX) AP Stylebook 8. Brand Terminology Style Sheet Starting November 1, 2016, International House will utilize AP Style in all internal and external communications. Adapting a single style gives us an important tool to ensure all of the material we produce about the great work happening at I-House is consistent and professional, which will help strengthen our organizational brand. The same style used by Associated Press journalists, the AP Stylebook provides fundamental guidelines for spelling, language, punctuation, usage and journalistic style. It has been widely used in newsrooms, classrooms and corporate offices worldwide since it was first published in 1953. New versions of the Stylebook are published and updated annually to reflect changes in writing style and new guidelines. To help simplify usage, individual departments will have online access to AP Stylebook Online. AP Stylebook Online provides: • Updates with email notifications as AP editors add or change entries • Simple and advanced search functionality • The ability to create custom listings and add notes on entries • Access to Ask the Editor, where you can search thousands of previously answered questions in the archive and submit your own query to Stylebook editor