Graphic Standards Manual March, 2015 2015
Overview 1
Since its founding in 2002, the Interscholastic Equestrian Association (IEA) has developed into the most significant equestrian organization for children in middle and high school in North America. It is an accomplishment of which the founders, coaches, teams, schools, parents, sponsors and riders are proud. Among the reasons for this success is these participants have taken ownership of the association and devote much time, hard work and financial resources to its continued improvement. This dedication has and will continue to build the IEA brand. Because brand is synonymous with reputation, it is important to protect every aspect of the IEA operation. Visually, the most important components of the IEA brand are the organization s logos. As such, it is imperative to exhibit the IEA logos, tag line and related promotional graphics in the correct form, every time. Therefore, to assist the IEA membership in assuring the logos are used correctly for team, zone and national applications, the IEA board has created this graphic standards manual. Every IEA team and supplier is to follow the guidelines within the manual. Preparing IEA associated graphics in the manner as detailed, ensures the trademarked logos remain legally correct and graphically attached to the Interscholastic Equestrian Association. IEA LOGO ON MANUFACTURED GOODS: For retail sales, the IEA has a Retail and Logo Licensing Program. The IEA logos may only be used with an approved licensing agreement between a vendor and the IEA. Any use of the IEA logo without such an agreement will be subject to trademark infringement legal action. The IEA logos must have tasteful placement on logo merchandise, such as: shirtsleeve or cuff, above or on a pocket, or on a lower corner of a shirttail. An example of inappropriate placement would be on the buttocks of pants. Additionally, the logo may not be put on adult items such as: lighters, ashtrays, flasks, etc. In addition to the National IEA logo, each IEA Zone has a logo, too. Use of the Zone logos follows the same guidelines as the National logos. The National logos and appropriate Zone logos may appear on the same article, or may be used separately. For more information regarding the IEA Retail and Logo Licensing Program, please contact: Stephanie Keough, IEA Sales Representative at 440-547-8185 or Stephanie@rideiea.org or Myron Leff, IEA COO Development and Marketing at 614-460-3532 or Myron@rideiea.org. 3
Logos 2
It is recommended the IEA logo(s) appear in all of your correspondence and on all of your printed and manufactured materials including, but not limited to, stationery, hats, jackets, ribbons and other like items. Of course, your team logo should also appear on these items, as well. The IEA logos, as shown in the following illustrations, may be used in one color (black) or two colors (blue and black) and in reverse (white on another color). It is important to use the larger logo with all the words and graphics. However, there will be rare instances in which the logo will be too small in size for the tagline, IT S YOUR FUTURE. TAKE THE REINS. GRADES 6-12 to be readable. Only in that situation, the tagline should be eliminated. It is also important your team logo include reference to your membership in the IEA. Illustrations regarding the proper design are included within this logo section. Under no circumstances are the graphic elements of the IEA logo be separated and used in an unique manner other than shown within this manual. Your cooperation is appreciated and legally necessary. The blue color is PMS 633; RGB-R=0, G=138, B=176; CMYK-C=100, M=0, Y=10, K=25; WEB-#006699. Your printers and other suppliers will understand these color code designations. 5
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IEA FULL LOGO IEA Two-Color Logo IEA Black And White Logo IEA Logo Without Tagline IEA Reverse Logo 7
IEA ZONE LOGO The IEA Zone Logo can be used with or without the IEA Logo. If it is used with the IEA Logo, it should be the same size as the IEA logo, never larger. It may be smaller, but never smaller than 50% of the IEA logo size. If used together, the logos should always be the same version (i.e. black and white). If the IEA zone logo is used by itself, the same rules for proper usage of the IEA Logo should be followed. Zone One IEA Two-Color Zone Logo Zone One IEA Reverse Zone Logo IEA Black And White Zone Logo 8
IEA ABBREVIATED LOGO The IEA Abbreviated Logo can be used with or without the IEA Logo. If it is used with the IEA Logo, it should be the same size as the IEA logo, never larger. The abbreviated logo can be smaller than the IEA logo. If used together, the logos should always be the same version (i.e. black and white). If the IEA Abbreviated logo is used by itself, the same rules for proper usage of the IEA Full Logo should be followed. In addition, a reverse abbreviated logo should never be created and/or used against any color background. The Abbreviated Logo can only be used on a white background-never on the gradient bar. The logo with tagline should not be used smaller than 1 inch for readability. IEA Two-Color Abbreviated Logoonly use on a white background IEA Two-Color Abbreviated Logo with No Taglineonly use on a white background IEA Black And White Abbreviated Logoonly use on a white background IEA Black And White Abbreviated Logo with No Taglineonly use on a white background 9
IEA ABBREVIATED LOGO, continued These IEA Abbreviated Logos should only be used when the gradient logo cannot work. PMS 633 PMS 633 IEA Two-Color Abbreviated Logo ONLY to be used when the gradient in the logo cannot be faithfully reproduced or represented The logo can be used on any complimentary color IEA Black And White Abbreviated Logo IEA White Abbreviated Logo 10
Logo Clearspace And Sizing 3
x 1.5 x x x x The IEA logo should never appear smaller than the minimum size shown here in order to ensure legibility and visual presence. In order to gain maximum visibility, the IEA logo should always appear with a minimum area of clearspace around the logo. This area should be free of any type or graphic elements. The minimum size at which the logo may appear with the tagline is 1.6 inches in width, measured from the left tail tip of the English horse to the right tail tip of the Western horse. The logo can only be used at a smaller size if the tagline is removed. Using the x-height of the word Association within the logotype as x, the clearspace is a 1x area around the logo which should be clear of any type or graphic elements. 12
x 1.5 x Zone One x In order to gain maximum visibility, the IEA zone logo should always appear with a minimum area of clearspace around the logo. This area should be free of any type or graphic elements. x x Zone One The IEA zone logo should never appear smaller than the minimum size shown here in order to ensure legibility and visual presence. The minimum size at which the logo may appear with the tagline is 1.5 inches in width, measured from the left tail tip of the English horse to the right tail tip of the Western horse. The logo can only be used at a smaller size if the tagline is removed. Using the x-height of the word Association within the logotype as x, the clearspace is a 1x area around the logo which should be clear of any type or graphic elements. 13
x x 1 x x x In order to gain maximum visibility, the IEA zone logo should always appear with a minimum area of clearspace around the logo. This area should be free of any type or graphic elements. The IEA abbreviated logo should never appear smaller than the minimum size shown here in order to ensure legibility and visual presence. The minimum size at which the logo may appear with the tagline is one inch. The logo can only be used at a smaller size if the tagline is removed, minimum 0.5 inch. Using the thickness of the width of the circle surrounding the logotype as x, the clearspace is a 1x area around the logo which should be clear of any type or graphic elements. 14
TEAM LOGO WITH IEA MEMBERSHIP TAGLINE- A MEMBER OF THE IEA A MEMBER OF THE IEA A MEMBER OF THE IEA 15
Proper Use Of The IEA Logos 4
2014 The Logo Should Always Be Placed On A White Background When Possible. STUDENTS IN GRADES 6-12: TAKE THE REINS AND JOIN THE IEA No Need To Own A Horse! Team spirit and confidence! This has been a wonderful experience for all of us. Highly recommended! Myron Leff Co-founder/Chief Operating and Marketing Officer 1429 King Avenue-Suite 100 Columbus, OH 43212 p: 614.460.3532 m: 614.395.8254 f: 614.486.0694 e: myron@rideiea.org www.rideiea.org Business Card-Front Parent, Westborough, MA As a coach I feel incredibly lucky to work with an organization that offers young equestrians so many opportunities! Our riders have developed such a strong sense of sportsmanship and horsemanship because of the ideologies and practices of the IEA. Coach, Chatham, VA www.rideiea.org Riders in grades 6-12 can compete with teams in the Interscholastic Equestrian Association (IEA). School-age children, with various levels of experience, compete in Hunt Seat and Western disciplines throughout the school year. Riders not only compete for individual points, but for their team as well. It s fun and challenging and there is no need to own a horse! The IEA is available to public or private schools and barn teams. Horses are provided to each rider at every event. All mounts are selected by a draw. Parents like that the IEA provides an affordable format for their child as he/she builds riding skills. Many of our riders receive scholarships based on their performance throughout their IEA years. Founded in 2002, the IEA has more than 11,000 members on 1,100 teams competing in hundreds of shows across the United States each year. For more information, please call Jennifer Eaton, IEA Membership Coordinator, at 877-RIDE-IEA (877-743-3432) or Jenn@rideiea.org. Print Ad It Is OK To Use The Logo On A Complementary Background Color. The background color should always show through for the horse eyes, reins, cinch and the rider outline. Business Card-Back 17
The logo may be placed on a photo as long as it is not placed over a busy portion of the image. Place the logo over an area in the photo that allows maximum readability of the logo. If none is available, the image immediately behind the logo can be screened back to allow logo readability. 18
Improper Use Of The IEA Logos 5
Do Not Alter The Typography. Do Not Put The Logo In A Containing Shape. The Text Should Never Appear On Its Own. Do Not Place The Logo On Competing Colors. 20
Do Not Change The Horizontal Scale. Do Not Change The Vertical Scale. Do Not Change the Angle Of The Logo. Do Not Crop The Logo. 21
Do Not Alter Logo Colors. Do Not Apply Any Tints To Logo. The logo is 2 colors ONLY - blue and black. When placed on a background color, NEVER add white to recreate the horse eyes, reins, cinch or any other parts of the logo. The background color should show through for those areas. Do Not Place The Logo On A Complex Pattern. 22
Do Not Add A White Outline To The Logo Elements. Do Not move the tagline below the logo. 23
Do Not place the IEA Abbreviated logo on the gradient bar Do Not Create and/or apply an IEA Reverse Abbreviated Logo to a colored background Do Not place the solid IEA Abbreviated logo on the gradient bar Do Not place the tagline outside of the IEA Abbreviated Logo 24
Campaign Graphic Elements 6
IEA Gradient Bars The IEA Gradient Bar can be used either vertically or horizontally at any scale. The bar should never exceed 1/3 of the entire space of any document, banner or other document it is placed within. Only white text or graphics should be placed on the gradient bars. IEA 1-color horizontal gradient bar IEA grayscale horizontal gradient bar IEA 1-color vertical gradient bar 26
IEA Testimonial Quotation Marks The IEA quotation marks are to be placed at the beginning and end of every IEA testimonial quote used in any IEA literature. When placed over the IEA gradient bar, only the tinted quotation marks should be used. They should be tinted to no more than 20% of the IEA blue color. When a testimonial is on white, it is recommended to use the tinted quotation marks tinted light enough for the black testimonial text to be read clearly. As a coach I feel incredibly lucky to work with an organization that offers young equestrians so many opportunities! Our riders have developed such a strong sense of sportsmanship and horsemanship because of the ideologies and practices of the IEA. Coach, Chatham, VA IEA 1-color quotation marks IEA tinted quotation marks Team spirit and confidence! This has been a wonderful experience for all of us. Highly recommended! Parent, Westborough, MA IEA Black quotation marks 27
Typography 7
The IEA family of fonts is from the type named Capital Regular. This manual has been prepared using this type style. Please designate this font when working with your suppliers. This font is a free font and can be found at multiple on-line websites. Google search: fonts The secondary IEA font is Trade Gothic Light. It should be used only in body copy and smaller type where readability becomes an issue. This font is licensed software that must be purchased for use. It can be downloaded inexpensively from multiple on-line websites, such as MyFonts. Purchase the Linotype version. ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 29
For questions on the graphics standard manual and if you are using the IEA logo correctly, please contact McKenzie Yates at 614-664-9601 or mckenzie@rideiea.org, or Myron Leff at 614-460-3532 or myron@rideiea.org. 30