Corporate Brand Identity Manual

Transcription

1 Corporate Brand Identity Manual

2 Contents Section 1: Graphic Standards for Corporate Brand z Introduction z Purpose of This Manual z Corporate Brand Overview z Color Standards Pantone and Process Logo Color Treatment Reverse Use z Improper Use Acceptable Treatments Unacceptable Treatments z Requirements for Space Around Brand z Typography for Publications z Stationery Business Cards Letterhead Envelope Facsimile Memo z Display System z Signature z Promotional Items Clothing Miscellaneous z Signage Section 2: Corporate Brand Identity Guidelines z Public Information z Telephones z Stationery z Other Printed Materials z Advertising, Web Sites and Event Displays

3 Notes 2 Workforce Solutions Version 1.3, 6/12/09

4 Section 1: Graphic Standards for Corporate Brand Introduction An organization s corporate identity is the foundation of all outreach, marketing and communications efforts. By applying the corporate identity in a disciplined and consistent manner, an organization conveys professionalism, credibility and quality. Purpose of this Manual The primary purpose of this Brand Identity Resource Manual is to provide guidelines and specifications for the use and presentation of the Workforce Solutions brand, as well as other essential marketing information. It includes examples of how to use the corporate signature in a variety of materials and situations. It is very important that these standards are applied to create familiarity and maintain consistency and continuity. Workforce Solutions conveys the purpose of the Texas workforce system, which provides solutions to challenges faced by employers and workers. The workforce system offers many services including business support, staffing assistance, and skills-specific training programs for employers. Workers receive career and job search assistance, training, and many other services. The system is so much more than a source to find employment. It is a highly integrated system of workforce solutions, an essential component of the state s economic development strategy. 3

5 Corporate Brand Overview The Workforce Solutions corporate brand is formed by three elements the logo, the tagline and the type used for Workforce Solutions. These elements must always be used in combination and never used separately from the others. The corporate brand must be used on all communications in the consistent manner shown below. Stacked and centered Horizontal with tagline Application The Workforce Solutions logo should always be used in its entirety. The relationship between the logo and logotype should never be shifted or adjusted. The logo is set with specific letterspacing and the logotype is customized. Always use the approved logo when reproducing the Workforce Solutions identity. 4 Workforce Solutions Version 1.3, 6/12/09

6 Color Standards Pantone and Process WORKFORCE SOLUTIONS Brand Identity Resource Manual The following colors have been chosen for Workforce Solutions corporate identity. Stationery pieces will always use UNCOATED colors. Refer to CMYK and RGB formulas for materials produced in those color modes. PMS orange 021 cmyk: C: 0, M: 53, Y: 100, K:0 rgb: R: 247, g: 143, B: 30 PMS 7494 cmyk: C: 25, M: 0, Y: 40, K:15 rgb: R: 168, g: 195, B: 153 PMS 7463 cmyk: C: 100, M: 43, Y: 0, K:65 rgb: R: 0, g: 53, B: 94 PMS 262 cmyk: C: 45, M: 100, Y: 0, K:55 rgb: R: 86, g: 0, B: 78 Note When four-color process is being used, the CMYK values will approximate the Pantone color. When printed, this color may vary somewhat due to paper stock or printing techniques. When the color is intended only to be viewed on a screen, monitor or television, the RGB values should be used. Web color code are availabe upon request. 5

7 Logo Color Treatment The best way to use the logo is full color on a white background. Never place a full color logo on a solid background this will affect readability and branding consistency. On a white background, you may also use the logo in solid black or one of the four specified WFS corporate colors. 6 Workforce Solutions Version 1.3, 6/12/09

8 Reverse Use When placing the logo on a color field, it is only to be reversed out of a solid as white on black, or one of the specified Workforce Solutions corporate colors. Note It is preferred that the corporate signature only be used on a white background. In cases when this is not possible, the reverse version of the logo must be used. When reversed, all wording and logo will be white. 7

9 Improper Use The corporate signatures at the top of the page are used properly. The examples below them demonstrate unacceptable treatments. Acceptable Treatments of the Logo Unacceptable Treatments of the Logo do not stretch the logo do not alter the size ratio or spacial relationship between the logo and the type 8 Workforce Solutions Version 1.3, 6/12/09

10 Unacceptable Treatments of the Logo (cont.) Note To keep the logo consistent throughout the workforce, the corporate signature should never be altered from its original format. Keeping the corporate signature consistent throughout the workforce system enables it to be recognizable and eliminates any confusion. 9

11 Requirements for Space Around Brand In order for the corporate brand to aptly represent Workforce Solutions, it must be displayed in a prominent, uninterrupted manner. This means that the brand must never be cluttered by other elements such as text, photographs, illustrations or even background textures. Space, therefore, must always exist around the brand. The minimum amount of such space can be defined as 2 W s, as shown below. W WW W WW Note z Do not reduce logo by more than 25%. z Logo must be placed at least.5 from any margin or page edge. z Logo must have consistent safe area free of type and images equal to 2 W s. z Color logo formats should not be placed on/over color photography. z Color logo formats should not be used for black and white printing. z Use Pantone (PMS) logo formats for printing spot Pantone colors. z Use black logo formats with black offset printing or internal office black and white printing. 10 Workforce Solutions Version 1.3, 6/12/09

12 Typography for Publications The Times New Roman typefaces shown on this page are the recommended typefaces for Workforce Solutions correspondence. These are not, however, the typefaces used for the identity itself. Do not modify (expand or condense) the type in any way. When a sans-serif font is needed for contrast, we recommend the Arial typeface family. Note z Times New Roman is the authorized/only font for correspondence. z When using type for headings and subheads, Arial is recommended. z The font family for branding is Futura. Times New Roman Arial Futura 11

13 Times New Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !&?$% Times New Roman Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !&?$% Times New Roman Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !&?$% Times New Roman Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !&?$% Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !&?$% Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !&?$% Arial Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !&?$% Arial Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !&?$% Note The Futura font family is used for marketing pieces only and requires a license for user. Most staff will not have access to this font. Futura Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !&?$% Futura Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !&?$% Futura Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !&?$% Futura Light Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !&?$% Futura Book Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !&?$% Futura Bold Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !&?$% 12 Workforce Solutions Version 1.3, 6/12/09

14 Stationery Business Cards All business cards must follow these exact design specifications. Only use printing companies that can meet these specifications. No business cards may be computergenerated. Changes to this format are allowed without approval from the corporate marketing department logo height: approx. 0.9 tall vertically centered.55 card height: 2.5 tall logo width: approximately 2.6 wide, horizontally centered card width: 3.5 wide, horizontal orientation font: Futura Book point size: 11pt, leading: 20pt, kerning: 100, PMS: 7463, 100% font: Futura Book Oblique point size: 6.5pt, leading: 11pt kerning: 75, PMS: 7463, 75% screen font: Futura Book point size: 6.5pt leading: 13pt kerning: 100 area codes: PMS: 7463, 75% screen phone numbers: PMS: 7463, 100% employee name.5 Employee Title 1234 street Address :: CIty, state phone fax mobile line width: line thickness:.5pt font: Futura Book, all caps point size: 6.5pt leading: 13pt, kerning: 100 PMS: 7463, 100% graphic element: approx. 0.9 tall x 0.9 wide PMS: 7463, 10% screen font: Futura Book point size: 6.5pt, leading: 13pt kerning: 100, PMS: 7463, 100% font: Futura Book point size: 6.5pt, leading: 13pt kerning: 100, PMS: 7463, 75% 13

15 Letterhead All letterhead must follow these exact design specifications. Only use printing companies that can meet these specifications. No letterhead may be computer-generated. Changes to this format are allowed without approval from the corporate marketing department..5.5 logo height: approx. 0.9 tall vertically centered page width: 8.5 wide page height: 11 tall logo width: approximately 2.6 wide graphic element: approx. 2.8 tall x 2.8 wide PMS: 7463, 10% screen font: Futura Book point size: 8pt, leading: 14pt kerning: first row: 295, second row: 250 area codes, dotted dividers & descriptors: PMS: 7463, 75% screen all other type: PMS: 7463, 100% PMS: 7463, 100% Workforce Solutions Version 1.3, 6/12/09

16 Envelope All envelopes must follow these exact design specifications. Only use printing companies that can meet these specifications. No envelopes may be computer-generated. Changes to this format are allowed without approval from the corporate marketing department. standard No. 10 envelope: 9.5 wide x tall graphic element: approx. 2.8 tall x 2.8 wide PMS: 7463, 10% screen.5.5 logo height: approx. 0.9 tall vertically centered logo width: approximately 2.6 wide W. A l b e r t A r o A d : : e d I n b u r G, t x standard flap font: Futura Book, all caps horizontally centered across flap point size: 8pt, leading: 14pt, kerning: 295 PMS: 7463, 100% 15

17 Facsimile All out going faxes must be preceded with the approved corporate fax cover page shown below. FAX Form Revised F A C S I M I L E To: Click here to enter text. C o m p a n y : Click here to enter text. R e : Click here to enter text. P h o n e : Click here to enter a date. F a x : Click here to enter text. From: Click here to enter text. P a g e s : Click here to enter text. D a t e : Click here to enter text. P h o n e : Click here to enter a date. F a x : Click here to enter text. S t a t u s : Chooseanitem. M E S S A G E W. B U S I N E S S 8 3 : : M C A L L E N, T X : : p h o n e : : f a x w w w. w f s o l u t i o n s. o r g : : R e l a y T e x a s : ( T D D ) ( V o i c e ) : : E E O / S e r v i c e s 16 Workforce Solutions Version 1.3, 6/12/09

18 Memorandums All official Workforce Solutions Memorandums must use the approved memo form shown below. Memo Form Revised Page 1 of 1 M E M O R A N D U M To: Click here to enter text. F r o m : Click here to enter text. C C : Click here to enter text. D a t e : Click here to enter a date. R e : Click here to enter text. M E S S A G E W. B U S I N E S S 8 3 : : M C A L L E N, T X : : p h o n e : : f a x w w w. w f s o l u t i o n s. o r g : : R e l a y T e x a s : ( T D D ) ( V o i c e ) : : E E O / S e r v i c e s 17

19 Display System All workforce locations have a display system consisting of a Table Top Display, Portable 6" Table, and Contoured Table Cover. The display system should be used together as complete system for marketing and outreach events away from the center. The display system is equipped with an Installation Guide and User Guidelines for effective brand marketing. Note All components make the complete system and should not be used independently. 18 Workforce Solutions Version 1.3, 6/12/09

20 Signatures WORKFORCE SOLUTIONS Brand Identity Resource Manual AThe following standards are expected for signatures of all employees of Workforce Solutions and its' contractors. These standards apply to messages sent from a computer using Outlook, webmail, or mobile devices. For the purpose of these standards, an " signature" is defined as any block of text that is automatically attached to the end of a message as a means of providing additional information about the sender of the . Although these standards apply to all electronic communications using Workforce Solutions network systems, or primary concern is external communications with business partners, vendors, and the community, because the signature can be a tool to project a positive image and branding message for Workfor Solutions. Standards for Communications All electronic message, replies, and forwarded should include the signature Standard format is HTML Signatures should not contain graphics, smilies, backgrounds or other unapproved images All other text aside from text shown below is prohibited font: Times New Roman Bold type: All Caps Size: 14 pt font: Arial Italic Size: 10 pt color: R0 G53 B95 space: 2 space: 1.5 EMPLOYEE NAME Employee Title WORKFORCE SOLUTIONS 1234 STREET ADDRESS :: CITY, STATE phone fax mobile font: Arial Regular type: All Caps Size: 10 pt font: Arial Regular Size: 10 pt Note There is no legal disclaimer that can protect against all content. Please refer to policy stated in Employee Handbook for proper guidelines when using . 19

21 Promotional Items Clothing All shirts and hats must follow these exact design specifications. Contractors must only use printing companies that can meet these specifications. Shirt: Logo -no larger than 4 wide Hat: Logo -no larger than 4 wide T-shirt: Logo -no larger than 4 wide 20 Workforce Solutions Version 1.3, 6/12/09

22 Miscellaneous All items must follow these exact design specifications. Contractors must only use printing companies that can meet these specifications. Pen: Logo -fit to size Mug: Logo -fit to size Water Bottle: Logo -fit to size Name Badge: Logo -fit to size 21

23 Signage Site and Outdoor Signs z All site and outdoor signage will conform to the graphic specifications outlined in Section I of this manual. z Exceptions to this guideline may be determined by the designated marketing representative on the board staff and alternative solutions considered, depending upon site location and lease contract terms. Interior Signage z Only the Workforce Solutions logo specific to the board area may be used in interior signage in areas of customer contact. z Only approved signs may be displayed. Signs must be in approved sign holders or display cases no tape, pins, etc. Name Badge z Name badges should be worn at all times during business hours or when representing Workforce Solutions. ASSOCI AT E NAME z Your name insert will be provided to you by the brand officer z Name tags should not be altered in any way 22 Workforce Solutions Version 1.3, 6/12/09

24 Section 2: Marketing Guidelines Public Information Media Contacts z All contacts and inquires from members of the print or broadcast media regarding program or customer information must be referred immediately to the board brand officer delegated by the Board CEO. z The board brand officer must be notified immediately regarding all planned or unplanned on-site or contractor media interviews related to the board. z The board brand officer must approve all participating customers and staff persons who appear in a print or broadcast media interviews and those interview subjects must sign a media release form. Forms may be obtained from the board brand officer. Media Release Forms z _Signed copies of Media Release Forms should be faxed or mailed to the board brand officer. 23

25 Telephones z Staff at workforce board offices and workforce centers will answer the telephones within 3 rings. z Voice response or automated answering systems used for a Workforce Solutions board office or workforce center will follow the same guideline. z Upon answering, Staff will state: "Workforce Solutions, how may I help you?" z When needing to place a caller on hold or transfer, staff will ask caller and wait for an approving response before proceeding with call action: "May I place you on hold while I locate Mr. Doe for you... (pause for approval)... Thank You...please hold." z The preferred method for delivering phone messages is through . Do not use instant messages (E-Pop, Post-It, etc...) Stationery z The Workforce Solutions name and logo will appear on all letterhead, business cards, and other stationery. z _All stationery will follow exact design, text and paper specifications outlined in Section I of this manual. z The board and workforce center staff will only use the Workforce Solutions stationery when communicating with customers, potential customers, employers, the media, and when representing the board area in any community outreach capacity. Other Printed Materials Flyers, Brochures, Newsletters, and Other Printed Materials z All printed materials must be reviewed and approved by the board brand officer. z All printed materials will carry the Workforce Solutions name and logo. z _All printed information will meet the design and quality specifications outlined in Section I of this manual. z All printed materials will carry the following disclaimer: 24 Workforce Solutions Version 1.3, 6/12/09

26 Auxiliary Aids and Services are available upon request to individuals with disabilities. Equal Opportunity Employer/Program. Deaf, hard-of-hearing or speech impaired customers may contact Relay Texas: (TDD) and 711 (Voice). z The board and workforce center staff will only use the Workforce Solutions stationery when communicating with customers, potential customers, employers, the media, and when representing the board area in any community outreach capacity. Folders z The Workforce Solutions name and logo will appear on all letterhead, business cards, and other stationery. z _All stationery will follow exact design, text and paper specifications outlined in Section I of this manual. z The board and workforce center staff will only use the Workforce Solutions stationery when communicating with customers, potential customers, employers, the media, and when representing the board area in any community outreach capacity. 25

27 Advertising, Web Sites and Event Displays Advertising z The Workforce Solutions name and logo will appear on any advertising by contractors in regard to employment, training, child care and related system services. z _All ads for print, broadcast, or electronic media must be reviewed by the board brand officer designated by the Board CEO. Web Sites z The board web site will use the Workforce Solutions name and logo. Event Displays z _Event signage, display boards, banners and related printed materials must meet all the name, logo, and graphic guidelines outlined in this manual. 26 Workforce Solutions Version 1.3, 6/12/09

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