Brand Guide FIRST EDITION

Transcription

1 Brand Guide FIRST EDITION

2 V. Style Guide

3 Overview of Licensing Rules and Agreements As a partner in good standing, you are hereby granted a limited royalty-free non-exclusive license to use the logos, icons, other intellectual property, and trademarked phrases related to the The Leadership Challenge brand (the Protected Materials ) in your marketing brochures, marketing fliers, and marketing web pages, provided our brand guidelines (which can be found at are followed, and you provide samples to us of the brochures, fliers, or web pages to us for approval before printing or posting them. To use the Protected Materials on other marketing collateral (including, but not limited to, bookmarks, pens, pins, posters, mugs, and so on), you will need our written permission in advance and we may charge a fee. If you wish to use the Protected Materials in a product used directly in client work (including but not limited to a poster, worksheet, or web module), you will need our written permission in advance, and we will charge a fee. Wiley will either own or have the right to use all final products permitted under this paragraph (depending on how much of your own material is integrated with the Protected Materials). You may use our PowerPoint decks only in your own classrooms. You may modify the PowerPoint decks to include your own material, but any added content must maintain the integrity of the concepts set forth in the underlying Wiley product. Under no circumstances may you distribute, sell, or publish the PowerPoint decks. For more information contact Jessica Porterfield at jporterfie@wiley.com. 3

4 Use of Registered Symbols. The registration mark should be used when first mentioned in text for titles, sub headers and body copy, and can then be removed. The following must be used in first instance on any piece: The Leadership Challenge (when referring to the model) The Leadership Challenge (when referring to the book) The Leadership Challenge Workshop The Five Practices of Exemplary Leadership (Practice is capitalized when referring to one of the Five Practices, but when the general term of practice is used, that is lower case as usual). LPI Leadership Practices Inventory LPI Online Leadership Practices Inventory Online Leadership is Everyone s Business CITATION FOR PRODUCTS MUST BE GIVEN AS: The Leadership Challenge, Copyright 2012 by James M. Kouzes and Barry Z. Posner. Published by Pfeiffer, an Imprint of John Wiley & Sons, Inc, All Rights Reserved. The Leadership Practices Inventory, 4th edition, Copyright 2013 by James M. Kouzes and Barry Z. Posner. Published by Pfeiffer, an Imprint of John Wiley & Sons, Inc, All Rights Reserved. 4

5 The Leadership Challenge Logo Family PRIMARY LOGO LOGO FOLDER NAME TLC_logo_collection TLC-workshop_logo_collection 5

6 The Student Leadership Challenge Logo Family PRIMARY LOGO ALTERNATE LOGO LOGO FOLDER NAME TSLC_logo_collection TSLC-LPI_logo_collection > standard TSLC-LPI_logo_collection > alternate 6

7 Logo Files & Folder Structure Below is a map of the folder and file structure used for each of the logos. The logo guidelines PDF gives best practices for when to use different formats of the logo. name_logo_collection pantone cmyk grayscale black white for_microsoft_office web_rgb name_ logo_guidelines.pdf EPS EPS EPS EPS EPS PNG name_logo_ pantone.eps name_logo_ cmyk.eps name_logo_ grayscale.eps name_logo_ black.eps name_logo_ white.eps name_logo _microsoft.png PSD name_logo_rgb.psd ALTERNATE FOLDER STRUCTURE This folder structure addresses the occasion when you need to identify 2 or more different logo families within 1 collection folder. client_name_logo_collection JPG name_logo_rgb.jpg For example, Alternate could refer to a logo with the name spelled out. Standard should be used to identify the primary logo. standard alternate name_ logo_guidelines. pdf PNG name_logo_rgb.png 7

8 Logo Use Guidelines Minimum Size The smallest size following logos should be used at is 1 wide: The smallest size following logos should be used at is 1.5 wide: 1 inch wide 1 inch wide 1 inch wide 1.5 inches wide 1.5 inches wide 1 inch wide 1 inch wide 1 inch wide 1 inch wide 1 inch wide 1 inch wide Register Mark The register mark should be removed when the logo is being used at a width smaller than 2. 8

9 The LPI Logo Family PRIMARY LOGO ALTERNATE LOGO LOGO FOLDER NAME LPI_logo_collection > standard LPI_logo_collection > alternate LPI-Self_logo_collection > standard LPI-Self_logo_collection > alternate LPI-360_logo_collection > standard LPI-360_logo_collection > alternate 9

10 Logo Use Guidelines (continued) Background Color In all cases the logo should interact with background colors in a way that doesn t hinder reproduction or legibility. The full color logo should be used as the default logo. Use the following guidelines for situations when the full color logo conflicts with the background color. Adjust the tone of the background color to allow for contrast. The white logo may be used on a solid background if the full color logo isn t legible or the colors clash. When working in grayscale, the white logo should only be used if the background provides enough contrast. 10

11 Logo Use Guidelines (continued) Safety Area Layout Rules This is the defined space around the logo in which no other objects should enter. Using the letter E as a mark, the minimum required space around our logo is 2 E s when scaled proportionally to the logo. LPI Never alter the proportions of the logo s height or width. Never change the colors of the logo. Never rotate the logo. 11

12 Color Palette Primary Professional Palette Primary Student Palette Navy PMS 282 C CMYK 100 / 82 / 10 / 64 RGB 0 / 33 / 71 HEX Teal PMS 3145 C CMYK 100 / 5 / 20 / 22 RGB 0 / 124 / 146 HEX 007C92 Grass PMS 376 C CMYK 53 / 0 / 96 / 0 RGB 122 / 184 / 0 HEX 7AB800 Sky Blue PMS 2925 C CMYK 84 / 21 / 0 / 0 RGB 0 / 152 / 219 HEX 0098DB Secondary Palette Warm Gray PMS 7530 C CMYK 10 / 18 / 25 / 29 RGB 170 / 156 / 143 HEX AA9C8F Dark Gray PMS 425 C CMYK 38 / 28 / 21 / 64 RGB 86 / 90 / 92 HEX 031F73 Maroon PMS 188 C CMYK 12 / 95 / 59 / 54 RGB 119 / 36 / 50 HEX Bright Red PMS 1795 C CMYK 0 / 96 / 90 / 2 RGB 205 / 32 / 44 HEX CD202C Tangerine PMS 144 C CMYK 0 / 52 / 100 / 0 RGB 233 / 131 / 0 HEX E98300 Yellow PMS 1225 C CMYK 0 / 17 / 68 / 0 RGB 255 / 203 / 79 HEX FFCB4F Ivy PMS 576 C CMYK 52 / 6 / 79 / 25 RGB 105 / 146 / 58 HEX 69923A Deep Blue PMS 653 C CMYK 96 / 59 / 4 / 17 RGB 33 / 87 / 138 HEX 21578A 12

13 Color Palette (continued) Professional Practice Palette Grass PMS 376 C CMYK 53 / 0 / 96 / 0 RGB 122 / 184 / 0 HEX 7AB800 Sky Blue PMS 2925 C CMYK 84 / 21 / 0 / 0 RGB 0 / 152 / 2149 HEX 0098DB Turquoise PMS 569 C CMYK 83 / 19 / 74 / 4 RGB 23 / 146 / 104 HEX Berry PMS 228 C CMYK 15 / 100 / 11 / 41 RGB 131 / 0 / 81 HEX Pumpkin PMS 1595 C CMYK 0 / 72 / 100 / 03 RGB 213 / 92 / 25 HEX D55C19 13

14 Color Palette (continued) Student Practice Palette Grass PMS 376 C CMYK 53 / 0 / 96 / 0 RGB 122 / 184 / 0 HEX 7AB800 Sky Blue PMS 2925 C CMYK 84 / 21 / 0 / 0 RGB 0 / 152 / 2149 HEX 0098DB Turquoise PMS 569 C CMYK 83 / 19 / 74 / 4 RGB 23 / 146 / 104 HEX Berry PMS 228 C CMYK 15 / 100 / 11 / 41 RGB 131 / 0 / 81 HEX Pumpkin PMS 1595 C CMYK 0 / 72 / 100 / 3 RGB 213 / 92 / 25 HEX D55C19 14

15 Imagery Photography is a powerful tool that can express our brand and our values. It is important that every image communicates a story and does so with maximum impact. Portray Real People to Convey Accessibility Regardless of the chosen subject, photography should feel spontaneous and authentic. Avoid using images that are overly staged or slick, or that feel cliché to our field (for example, an older boss giving advice to a younger employee). Our audience should have the opportunity to identify with real people in our images. Experiment by varying the crop or scaling of an image to add interest and energy this may be preferable to using a more polished but far more typical stock photo. Show Teamwork to Depict Trust Imagery of teams should focus on real people in meaningful interactions, not directly looking at the photographer or viewer. Showing authentic groups of people engaged with one another in the workplace, in a variety of professions and settings, brings home the point that leadership is about trust and empowerment. Emphasize the Journey to Empower Individuals Portraiture can be a powerful medium to portray the idea that leadership is an individual journey. Leadership Challenge portraits should convey confidence, approachability and energy. Subjects should be surrounded by their environments instead of on a staged backdrop. This approach allows you to show a variety of work environments. To best reach a varied audience, remember to include people representing a diverse range of ages, races and professions. Hire a Photographer When possible, hire a skilled photographer to shoot workshops in progress, to capture real participants in inspiring moments. The investment of hiring a photographer for a few hours or day can mean a deep library of available, brand-aligned images for ongoing use. 15

16 Imagery (Example photography) Note: All images shown are intended only as examples, and are not necessarily purchased for use within The Leadership Challenge communications. If you are licensing stock photography, make sure that any relevant permissions, consents and/or releases are obtained. If you are purchasing a rights-managed image, limitations on use should be documented. If the photography is going to be modified in any way, confirm that the license includes the right to create derivative works. 16

17 Imagery (Example photography) 17

18 Imagery (Example photography) (Student Leadership Development/Education) 18

19 Typography Primary Font: Gotham Gotham comes in a range of weights and should be used as the primary font in any marketing material. Gotham should always be used for taglines, and for body copy, unless web use dictates system font requirements. In that case, Arial may be used as a replacement. In the instance of digital font imbedding, Avenir should be used (example would be assessment reports, ebooks or apps). Promixa Nova, a generic version of Gotham, is another suitable alternative. Gotham Ultra & Gotham Ultra Italic Gotham Medium & Gotham Medium Italic Gotham Black & Gotham Black Italic Gotham Book & Gotham Book Italic Gotham Bold & Gotham Bold Italic Gotham Light & Gotham Light Italic 19

20 Typography (continued) Secondary Font: Clarendon Clarendon should only be used as the secondary font. No system fonts should be used as an alternative. Clarendon Bold Clarendon Roman Clarendon Light 20

21 Typography (continued) The Student Leadership Challenge and The Leadership Challenge Taglines Gotham should only be used as the tagline font. No system fonts should be used as an alternative.. Achieve the Extraordinary 21

22 THE LEADERSHIP CHALLENGE BRAND GUIDE 2012