Brand Standards Guide Last revised: June 7, 2012
Table of Contents Introduction 1 Glossary of Terms 2 A Note About Image Resolution 2 The Seeing Eye Logotype 3 Logotype with Tagline 4 Logotype: Minimum Size 5 Logotype: Reserved Area or Clear Zone 6 Logotype: Colors 6-7 Logotype with Web Address 8 Logotype: Braille 8 Logotype: Incorrect Use & Examples 9 Business Cards, Envelopes & Letterhead 10 Logotype: Clothing 11 Seeing Eye Puppy Raising Club Logo & Guidelines 12 File Naming 13 Color and File Types 14 Supporting Typography 15 Communication Standards 16-17 Photo Standards 17 The Seeing Eye s Registered Trademarks 17 Trademark Guidelines 18-19 Signature Form 20
Introduction In order to preserve and strengthen our identity we have developed this brand standards guide. This guide will serve to make all Seeing Eye communications visually consistent and present our organization in the most effective and positive manner. The Seeing Eye brand name is a highly valued asset and the logotype is the cornerstone of our brand identity. It is important to follow specific guidelines when using The Seeing Eye s name and reproducing the logotype in all communications materials including but not limited to brochures, letterhead, business cards, envelopes, stationery, address labels, signage, advertising and products. Adherence to these guidelines is each employee s responsibility. Questions or comments about this manual should be directed to mbarlak@seeingeye.org 1
Glossary of Terms Dog art: The graphic portion of the logo which depicts the outline of a German shepherd in harness and the lower half of a person with hand on the harness. Logotype/Lock-up: The prescribed arrangement or lock-up of the dog art with The Seeing Eye name. Negative reproduction: Producing a white or light-colored logotype or typographic element on a black or dark-colored background. The terms reverse, knock-out or dropout also refer to negative reproduction, because it is the background color that is printed, with the type appearing in the color of the paper stock. Positive reproduction: The printing of black or a dark-color logotype or typographic element on a white or a light-colored background. Reserved area or clear zone : The minimum space to be left free or uncluttered around The Seeing Eye logotype, in order to avoid any other competing graphic or typographic element. Supporting typography: The specific typefaces selected for primary use in The Seeing Eye program. Tagline: The current tagline is Independence & Dignity Since 1929 A Note About Image Resolution High and low resolution files are available for all versions of the logo. What does this mean? Images are classified as high or low resolution based on the pixels per inch in the image. This is often referred to as dots per inch or dpi. A photo that is 300 dpi or greater is classified as high resolution. Any file less than 300 dpi is low resolution. The higher the resolution, the larger the file will be. High resolution photos can be problematic when attaching them to email so emailed files are typically low resolution. High resolution files are used for print media because their high number dpi keeps them from appearing blurry. Low resolution files are used for web pages and computer presentations (such as PowerPoint). 2
Seeing Eye Logotype The logotype consists of the dog art with the customized rendition of the words The Seeing Eye in a deliberate size and placement relationship. This relationship of the dog art to the The Seeing Eye name is fixed and may not be altered. The two authorized lock-ups illustrated below are the only renditions of the logo-type to be used. The dog art is never to appear alone. Any exceptions must be approved by The Seeing Eye President on a case by case basis. The logotype may NOT be printed on clothing made available to the public (only employee clothing may depict the logo). This includes t- shirts, hats and jackets. Logotype: Horizontal lock-up The horizontal lock-up is identified by the horizontal or side by side relationship of the dog art with the name The Seeing Eye. This may also be referred to as the side-by-side lock-up. Logotype: Vertical lock-up The vertical lock-up is identified by the vertical or top and bottom relationship of the dog art with the name The Seeing Eye. This may also be referred to as the stacked lock-up. 3
Logotype with tagline A tagline may be used to compliment the logo in a range of marketing and promotional applications. The tagline serves to reinforce The Seeing Eye brand and may be used in applications such as advertising, brochures, banners and other collateral material, in support of Seeing Eye programs and events. The use of the tagline is optional. However, it should not be used if it creates a cluttered appearance or the format for printing (such as embroidery) would render the text impossible or difficult to read. Rendition of the tagline in relationship to The Seeing Eye logotype should strictly conform to the two examples illustrated below. 4
Logotype: Minimum Size In order to ensure sharp reproduction and clear legibility, the logotype should not be printed smaller than the minimum sizes indicated below. Consideration of printing method (e.g., offset, hot stamp, digital printing) should be taken into account to determine readable small scale reproduction. The minimum size also applies to other versions of the logo in this manual. 1 width Minimum Size Horizontal Lock-up 2 width Minimum Size Horizontal Lock-up with Tagline 1.5 width Minimum Size Vertical Lock-up 2.5 width Minimum Size Vertical Lock-up with Tagline 5
Logotype: Reserved Area or Clear Zone In order to present The Seeing Eye logotype without competition from other typographic or design elements, a sufficient reserved area or clear zone has been established. As a rule of thumb, leave at least the equivalent height of one line of type that renders The Seeing Eye name around all four sides of the logotype as illustrated below. The reserved area will remain proportionate to the sizing of the logotype. Logotype: Colors Negative Reproduction (see glossary definition) The Seeing Eye logotype may be presented using negative or reverse drop-out reproduction. The following alternatives are all acceptable: White (or a light paper stock) reversed out of Black or Dark Green White (or a light grey background) reversed out of any sufficiently dark color Example of Negative Reproduction Example of Positive Reproduction 6
Positive Reproduction: Primary Colors Two color options are available for positive rendition of the logotype; Green Pantone 329 C and Black. When possible, green is the preferred color option, especially on high exposure materials. Care should be taken to provide sufficient contrast from the background color or value to ensure good contrast and clear legibility. Green Pantone 329C Hexadecimal: 00665b C: 100 M: 35 Y: 67 K: 23 R: 0 G: 102 B: 91 L: 36 a: -48 b: -5 H: 174⁰ S: 100% B: 40% Positive Reproduction: Secondary Colors Three complimentary colors have been selected for use in Seeing Eye materials. When used in conjunction with the primary colors, they present a pleasing color palette. The use of primary and secondary colors in marketing materials and the web site will enhance The Seeing Eye s brand. Brown Pantone Black 2 C Hexadecimal: 3d3524 C: 59 M: 60 Y: 78 K: 60 R: 61 G: 53 B: 36 L: 23 a: 1 b: 12 H: 41⁰ S: 41% B: 24% Cream Pantone 7506 C Hexadecimal: eedebc C: 6 M: 11 Y: 28 K: 0 R: 238 G: 222 B: 188 L: 89 a: 2 b: 19 H: 40⁰ S: 21% B: 93% Light Green Pantone 5803C Hexadecimal: cbcfb4 C: 21 M: 11 Y: 31 K: 0 R: 203 G: 207 B: 180 L: 82 a: -5 b: 13 H: 69⁰ S: 13% B: 81% 7
Logotype with Web Address The following version of the logo with the web address may be used when it is deemed appropriate. Use minimum size requirements specified on page 5 for the lock-up with tagline. Logotype: Braille When The Seeing Eye logo appears with Braille, the Braille should appear beneath the lock-up whenever possible. The space between the Braille lettering and the logo should be equal to the space between the logo lettering and the dog art. The clear zone will begin beneath the Braille. The width of the Braille should be equal to the width of the logo, if possible. The following alternative may be used for clothing only: 8
Logotype: Incorrect Use & Examples The general guidelines for avoiding incorrect presentation of The Seeing Eye logotype are: Never reproduce the logotype from unauthorized artwork No modifications to the artwork, including color specifications, position and relative size of the elements or drop shadowing are permitted The transparent logotype should never be presented on a textured or heavily patterned background. Always give the logo a white background when presenting it on a busy background. Never present the logotype in a geometric shape that may appear to be part of the signature, or confine it tightly in a band or bar Do not present other seals, logotypes or copy in close proximity to the logotype Poor contrast Incorrect lock-ups of dog art and organization name AND dog art has been modified Heavily patterned background Logo as part of a headline or other copy treatment Unauthorized color treatment Distorted image 9
Business Cards, Envelopes & Letterhead The following formats are the only approved formats for these materials. File templates are available for vendors to use when fulfilling print orders. Business Cards The new business card format has room for the addition of a cell phone number and/or fax number. Envelopes Letterhead is available for download as a MS Word document on F.Y.Eye, the employee intranet. 10
Logotype: Clothing Specific logo files must be used for clothing and must adhere to the following guidelines: The logo should be printed on solid color clothing with forest green being the preferred shirt color. Muted patterns are acceptable but the pattern should not be so busy that the logo is difficult to identify The logo in its horizontal lockup is the only acceptable logo to use on clothing. The logo with tagline should not be used due to difficulty reading when shown on clothing The logo may only be printed or embroidered in black and white. The positive logo should be used on white and light colored shirts. The negative logo should be used on black and dark colored shirts The logo must be printed over left chest of the shirt The logo must be no smaller than 2.5 inches wide Positive logo printed on a white shirt Negative logo printed on a black shirt 11
Seeing Eye Puppy Raising Club Logo & Guidelines Seeing Eye Puppy Raising Clubs may use the puppy raising logotype in printed materials and web sites in order to identify their club as Seeing Eye affiliated. Logo presentation must include a description of the club s relationship to The Seeing Eye, such as A Seeing Eye Puppy Raising Club, if the club s name does not already include the words Seeing Eye Puppy Raising Club or if the club name is not presented in close proximity to the logo. Each time the logo is used by a puppy raising club, the materials must be pre-approved by The Seeing Eye. When the logo is used on a web site, the graphic must be linked to The Seeing Eye s web page, www.seeingeye.org A note about trademark The puppy raising logo is not currently a registered trademark. Until it is, we must use the service mark and trademark symbols to protect our ownership of The Seeing Eye Puppy Raising logo. This appears as a superscripted SM or service mark and TM or trademark that should always appear with The Seeing Eye s puppy raising program logo. Do I use the SM or the TM? As a general rule, the trademark, appearing as a superscripted TM, is used when the logo appears on a product or good, such as clothing or promotional materials. The service mark, appearing as a superscripted SM, is used when the logo appears on written materials, web sites or other sources that identify us for our services. 12
File Naming Artwork files for all Seeing Eye logos detailed in these guidelines use a specific naming convention shown on this page. This will allow users to quickly identify and organize all the necessary artwork files. TSE V 329 C T. eps The Seeing Eye Official Logo Logo Layout Color Additional Elements V 329 C T Vertical Pantone 329 C tagline H CMYK web Horizontal four color process web translation of 329 C address File Type K black positive W329 C White logo on pantone 329 C background WCMYK White logo on four color process translation of 329 C background B Braille WK White logo on black background WRGB white logo on RGB translation of 329 C background WT white logo on transparent background 13
Color and File Types Color Modes CMYK: When printing an image in CMYK, the file is separated into four primary colors: cyan, magenta, yellow and black. CMYK are simulated colors and are not pre-mixed. This color printing is less expensive than using a specific pantone color. Use for regular four color printing jobs such as magazine ads, postcards, fliers and photographs. RGB: Stands for Red, Green and Black. Never submit an RGB file for print. Use for web design and email. K: Stands for black. Use for a 1 color printing job such as a black and white newspaper ad. Pantone Color 329c: Pantone color process is more expensive due to the labor involved in printing and ink mixing. It should be used to ensure accurate representation of The Seeing Eye brand primary color. Use for professional printing such as business cards, letterheads, envelopes, clothing and merchandise. File Formats EPS: this is a vector file used by the majority of professional printers. This format was designed to create files that could be placed in page layout applications. This file type is often requested for professional printing jobs. Design programs that use EPS files are Illustrator, Photoshop, InDesign and QuarkXpress. JPEG: this file type is most often the preferred for Microsoft Office applications, e-mail and web design. Images can be in low or high resolution (see note about image resolution on page 2). PDF: This file type is most commonly used to distribute documents online or through email because it allows readers on different platforms (Mac, Windows, etc.) to view files as originally intended by the author. PDF files can be in low or high resolution. 14
Supporting Typography To have consistency, it is important to have use of a few selected typefaces as supporting typography. Calibri has been selected as a primary sans-serif typeface to use as supporting typography for the organization s materials. Calibri is considered the easiest to read typeface for individuals with visual impairments. Calibri: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Times New Roman is an acceptable alternative. Times New Roman: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Minimum Font Size The ideal font size for people with visual impairments is between 16 and 18 point font and these sizes should be used whenever possible. With the exception of disclaimer and trademark copy, the minimum font size for text in printed materials is 10 point. Calibri 10 pt font: ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz Times New Roman in 10 pt font: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz For additional recommendations on making your print and online documents easy to read, please refer to the Lighthouse International Accessibility Guidelines at the following link: http://www.lighthouse.org/accessibility/ 15
Communication Standards Etiquette and Language Never use the term the blind. Instead, use people first language by referring to graduates and students as people who are blind and visually impaired. Blind person is an acceptable alternative How to capitalize common words and phrases: The Seeing Eye: Always capitalize t in The, even if it appears in the middle of a sentence Seeing Eye dog: Capitalize Seeing Eye but use lowercase d in dog. Include registered mark as shown German shepherd, Labrador retriever, golden retriever: note use of capitalization and lower case Do not abbreviate The Seeing Eye as TSE in public documents or communications Never refer to a working guide dog as a pet When referring to graduates, it is acceptable to say Seeing Eye dog owner but a graduate from another school should be called referred to as a guide dog handler. Do not use the term master in place of owner. Dogs trained by other schools should be referred to as guide dogs Always refer to the downtown training center as the The Seeing Eye Jane H. Booker Student Center in formal communications and documents Always refer to the Manager of Puppy Development s position as The Linda Feinne-Roth Manager of Puppy Development in formal communications and documents Always refer to the Chair of Canine Genetic s position as the The Jane H. Booker Chair in Canine Genetics in formal communications and documents Refer to the breeding station not the Chester breeding station in formal communications and documents 16
Dog name usage Dog names should always appear in normal type. Correct: Buddy Incorrect: Buddy Incorrect: Buddy Photo Standards When incorporating photos into communications, always use high resolution photos with materials developed for print distribution. Use low resolution photos with materials developed for web distribution Whenever possible, feature a dog in harness When a dog in harness appears with a person, the dog should always be on the person s left side Boxers, Poodles and long coated German shepherds should not be used when their appearance might imply that they are prominent in our breeding program or canine population Never show images of ANY puppies or dogs: Looking through cage bars In a dangerous or stressful situation Eating people food Sitting on furniture Never show images of a dog in harness: Getting petted by a person other than their owner or instructor Wearing clothes or human accessories The Seeing Eye s Registered Trademarks The following trademarks are registered to The Seeing Eye. Please refer to pages 17 and 18 of this guide for correct use of the registered symbol: United States and Canada The Seeing Eye Seeing Eye The Seeing Eye Guide United States ONLY Pennies for Puppies Dollars for Dogs 17
Trademark Guidelines This information is intended as a basic guide concerning use of The Seeing Eye, Inc. s trademarks. This is not legal instruction, and adherence to these guidelines is not a guarantee of legality. Intellectual property laws vary from country to country and use to use. Proper trademark usage is critical; otherwise trademark rights may be impaired. Always use trademarks as adjectives never nouns. Trademarks should always be followed by generic terms. For example: Correct: Seeing Eye dogs [or Seeing Eye services] enhance the independence of blind people. Incorrect: Seeing Eye enhances the independence of blind people. Never pluralize trademarks. When necessary, pluralize the common noun that is described by the mark. For example: Correct: Volunteer to train two Seeing Eye dogs. Incorrect: Volunteer to train two Seeing Eyes. Trade name versus trademark use: When referring to The Seeing Eye, Inc. as a corporate entity, you should not use a trademark designation. When using THE SEEING EYE to refer to a particular product, use the appropriate trademark symbol. For example: Trade name use: Correct: The Seeing Eye, Inc. is a non-profit organization whose mission is to enhance the independence of blind people. Incorrect: The Seeing Eye, Inc. is a non-profit organization whose mission is to enhance the independence of blind people. Trademark use: Correct: The Seeing Eye instruction for visually impaired individuals. Incorrect: The Seeing Eye instruction for visually impaired individuals. 18
Wherever used, each of The Seeing Eye trademarks should be used with the appropriate symbol ( or ) after at least the first and most prominent use in each document. The symbol must appear in superscript and to the right of each mark. The symbol is for registered trademarks only. Listed on page 17 are The Seeing Eye s registered trademarks. The TM and SM symbols are appropriate for all other trademarks, i.e., trademarks that are the subject of a pending application before the United States Trademark Office, or common law trademarks and service marks. Below is an appropriate notice provision for copyrights and trademarks of The Seeing Eye, Inc. The notice provision may be shortened by including only the trademarks that are used on the associated Web pages or collateral material. Any additional trademarks can be added to the list as appropriate. [insert year of first publication] The Seeing Eye, Inc. All Rights Reserved. [LIST ALL TRADEMARKS THAT APPEAR IN THE PIECE IN ALL CAPS followed by] are trademarks and/or registered trademarks of The Seeing Eye, Inc. For example: 2010 The Seeing Eye, Inc. All rights reserved. SEEING EYE, THE SEEING EYE, and THE SEEING EYE GUIDE are trademarks and/or registered trademarks of The Seeing Eye, Inc. Unauthorized use of The Seeing Eye's trademarks is strictly prohibited. Use of a Disclaimer: In the event a third party uses The Seeing Eye trademark in a discussion or in a non-commercial manner, the following disclaimer should be used: LIST THE MARK USING ALL CAPS followed by is a [registered] trademark of The Seeing Eye, Inc. For example: SEEING EYE is a registered trademark of The Seeing Eye, Inc. Questions concerning trademark use should be directed to: The Seeing Eye, Inc. P.O. Box 375 Morristown, NJ 07863 Phone: (973) 539-4425 19