Visual Style Guide. February 2014
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1 Visual Style Guide February 2014
2 Contents Introduction to the MC&FP Logo 3 Safe Area and Size 4 Incorrect Usage 5 Color Palette 6 Typography 7 Tone and Style of Photography 8 Print Examples 9 Screen Examples 10 Page 2
3 Introduction to the MC&FP Logo The visual identity is the outward expression of Military Community & Family Policy. It uniquely and distinctively sets it apart from other organizations. The logo is the primary element of that identity. However, other components play an important role in establishing the MC&FP visual style. The artwork, combined with Myriad Pro Semibold, is the official MC&FP logo. Proper use of the logo and how it is combined with other graphic elements is described on the following pages. Page 3
4 Safe Area and Size A safe area around the logo will ensure visibility and impact. As illustrated, the minimum safe area measures 1/4 width of logo. 1/4 x x 1/4 x 1/4 x x = width of logo 1/4 x = safe area Use the safe area between the logo and other graphic elements such as type, images and other logos to ensure it retains a strong presence wherever it appears. Where possible, allow even more space around the logo. The minimum acceptable dimension is 100px wide at 72ppi. Minimum = 100px wide at 72ppi 1/4 x Page 4
5 Incorrect Usage Incorrect use of the MC&FP logo can compromise its integrity and effectiveness. To ensure accurate and consistent reproduction of the logo, always use the approved digital artwork. Never alter, add to or recreate the logo. 1. Do not reconfigure or change the size and placement of the logo. 2. Do not stretch or squeeze the logo to distort proportions. 3. Do not crop the logo or remove the logo text. 4. Do not change the logo colors. 5. Do not place the logo on a black background or one that would clash with the colors of the logo. 6. Do not place the logo on a neon background or one that would clash with the colors of the logo. 7. Do not place the logo on a busy photograph or background. 8. Do not recreate elements of the logo. Page 5
6 Color Palette Pantone 1235 C C0 M31 Y98 K0 R255 G184 B28 HEX FFB81C Pantone 186 C C2 M100 Y85 K0 R200 G16 B46 HEX C8102E Pantone 7687 C C100 M78 Y0 K18 R29 G66 B138 HEX 1D428A Pantone 7682 C C63 M37 Y2 K0 R103 G135 B183 HEX 6787B7 Pantone Cool Gray 6 C C16 M11 Y11 K27 R167 G168 B170 HEX A7A8AA Pantone 7401 C C0 M4 Y27 K0 R245 G225 B164 HEX F5E1A4 The primary MC&FP color palette consists of gold yellow, red and blue. Secondary accents consist of lighter red, blue, yellow and gray. The MC&FP colors are equivalent to the Pantone numbers listed here. For four-color process printing, use the Cyan-Magenta-Yellow-Black CMYK values or for on-screen applications (such as video, broadcasts) use the Red-Green-Blue RGB values. For web applications, refer to the hexadecimal HEX values associated with each color. Page 6
7 Typography The MC&FP brand uses two primary typefaces. They are Adobe Caslon Pro and Myriad Pro. When Adobe Caslon Pro is not available Cambria should be used. When Myriad is not available Arial should be used. When developing Web related products, the primary fonts that should be used are Georgia and Verdana. These font should be used for headers, subheaders and content. Adobe Caslon Pro Regular Myriad Pro Regular Adobe Caslon Pro Italic ) Myriad Pro Italic Adobe Caslon Pro Semibold Adobe Caslon Pro Semibold Italic ) Adobe Caslon Pro Bold Adobe Caslon Pro Bold Italic Myriad Pro Semibold ) Myriad Pro Semibold ) Myriad Pro Bold Myriad Pro Bold Page 7
8 Tone and Style of Photography A significant feature of MC&FP is the use of authentic military photography when possible. To engage users, the images should be fun, but serious as well, in respect to the subject matter. Photography should be seen as casual so it doesn t intimidate, but formal enough to communicate the official nature of MC&FP. Specific word associations may include: patriotic, welcoming, friendly, clean, simple, official, trusted, progressive, warm, innovative, energetic and classic. Page 8
9 Print Examples Page 9
10 Screen Examples Page 10
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