Graphic Standards Manual. Graphic Standards Manual

Transcription

1 Graphic Standards Manual Graphic Standards Manual

2 Introduction The purpose of this guide is to define elements that make up our Identity Program, state the rules for their use, and provide reference to assist you in their implementation. Identity/Standards cannot address every possible use of elements of the BPW Identity. Examples are shown to serve as models for both existing and new design applications. BPW/USA retains all ownership rights associated with the images shown in this publication. This expressly includes the determination of appropriateness of all usages, such as how and where these images are reproduced or displayed. The standards described herein must be followed when producing BPW materials, no matter where the materials are produced or the source of funding. These are the identity topics addressed in this guide: Logotype Family BPW/USA BPW/USA Members BPW s Foundation BPW s Foundation Members BPWPAC Form and Usage Typography Stationary Systems BPW/USA BPW/USA Members BPW s Foundation BPW s Foundation Members If you have a question about standards or need original logo materials, contact: [BPW Contact Info and/ or web site URL]

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4 Logotype Form Structural The primary element of identification for BPW is the mark. Its purpose is to establish the identity in a single, unified impression and to provide instant recognition of BPW in a competitive graphic environment. Figure 1: The specific visual relationship of the mark are fixed and may not be altered in any way. The structure of the BPW mark illustrated below is the only approved and acceptable structure. Structural Don ts Figure 2: The mark may never be redrawn, reconstructed or altered in any way, nor may any other letterforms or styles be substituted for it. Special photographic or effect treatments such as outlines, italicizing, curving, rotating, tapering, compressing, expanding, distorting and perspectives may not be utilized, and the mark may not be reproduced in a line or dot pattern or other textures. The mark may not be used in a step-andrepeat pattern or multiple use application. Figure 1: BPW mark Figure 2: 2 Business and Professional Women/USA

5 Logotype Usage Color Usage The approved colors, Pantone 2756 blue, and Pantone 877 metallic silver, have been carefully selected as an integral part of the identification system. White is a passive color in the design. The acceptable color treatments of the new logotype are described below. Usage Don ts Figure 3: Logo on Textured Background Usage. The logo should never appear printed on a textured background. Figure 4: Logo on a Dark Background Usage. The logo should never appear printed on a background which has a equivalent value darker than 50% black. White (Paper) Background Figure 3 PMS 877 Background Figure 4 PMS 2756 Background Pantone 2756 Pantone 877 Graphic Standards Manual 3

6 Single Color Usage Black Black and 40% Black on White Background usage (as shown below) Usage Don ts The logo should not appear printed in a single color other than black. The entire BPW logotype prints in black when necessary. Pantone 877 metallic silver is represented by a 40% screen of black. 4 Business and Professional Women/USA

7 Logotype Reproduction Files (EPS) When reproducing the BPW logotype for any purpose, use only artwork in the EPS format. All logotypes are listed by EPS file names, as referenced in diagrams below, are available from [BPW contact and/or URL] Please note: Do not use TIFF, JPG and GIF files unless the logotype is being used on the Internet. File: bpw-usa_logotype_pms.eps File: bpw-fnd_logotype_pms.eps 2 Color Logotype - PMS 2756 & PMS 877 (metallic) File: bpw-usa_logotype_cmyk.eps File: bpw-fnd_logotype_cmyk.eps 2 Color Logotype - Process Builds S188-1 (C100, M90) and S326-5 (C50, M35, Y35) File: bpw-usa_logotype_blk.eps File: bpw-fnd_logotype_blk.eps 1 Color Logotype - Black ink Graphic Standards Manual 5

8 Typography Standards Typography is important to any communications system, servicing two important functions: First, it is a basic graphic element for good visual communications. A successful typographic style will provide the qualities of consistency, clarity and readability. Second, when properly used, it is an element of identification equal in importance to any other element in the system. Since typography is largely responsible for the general character or appearance of printed material, its coordinated and consistent use is essential to establish and maintain a graphic look for all of BPW s visual communications. New Baskerville Family The New Baskerville Font Family has been carefully selected for its qualities of distinction and legibility. New Baskerville - Regular New Baskerville - Regular Italic New Baskerville - Bold New Baskerville - Bold Italic 6 Business and Professional Women/USA

9 Stationery The New Baskerville family of typefaces has been selected as the standard for printed stationery, business cards, and forms at BPW. Letterhead Letters and other written communications are an important part of how we conduct our business as a association and are perhaps the single most significant element in our day-today identification and image-building efforts. For this reason, we have developed specific guidelines for all stationery elements. Letterhead Format When formatting a letter on BPW stationery, the top margin is always 1.75 and the left and bottom margins are The right margin is 1. All text is flush left. Do not indent the first line of a paragraph. Instead, add a hard return or extra space to create paragraph separation. Example of BPW/USA Letterhead Reduced by 60% November 21, 1999 Jane Doe President Psuedo Inc. 000 False Street Anywhere, XZ 0000 Dear Jane, This letter showcases the placement of type and margins for the letterhead. Please do not continue to read this copy. This copy does not make sense and will start to repeat itself. This letter showcases the placement of type and margins for the letterhead. Do not continue to read this copy. This copy does not make sense and will start to repeat itself. Letter showcases the placement of type and margins for the letterhead. Please do not continue to read this copy. This copy does not make sense and will start to repeat itself. This letter showcases the placement of type and margins for the letterhead. Do not continue to read this copy. This copy does not make sense and will start to repeat itself. This letter showcases the placement of type and margins for the letterhead. Do not continue to read this copy. This copy does not make sense and will start to repeat itself. Continue to read this copy. This copy does not make sense and will start to repeat itself. Showcases the placement of type and margins for the letterhead. Please do not continue to read this copy. This copy does not make sense and will start to repeat itself. This letter showcases the placement of type and margins for the letterhead. Do not continue to read this copy. This copy does not make sense and will start to repeat itself. This letter showcases the placement of type and margins for the letterhead. Do not continue to read this copy. This copy does not make sense and will start to repeat itself. Continue to read this copy. This copy does not make sense and will start to repeat itself. This copy does not make sense and will start to repeat itself. This letter showcases the placement of type and margins for the letterhead. Do not continue to read this copy. This copy does not make sense and will start to repeat itself. Continue to read this copy. This copy does not make sense and will start to repeat itself. This letter showcases the placement of type and margins for the letterhead. Do not continue to read this copy. This copy does not make sense and will start to repeat itself. Continue to read this copy. This copy does not make sense and will start to repeat itself. Sincerely, John Doe Representative Each letter should begin with the date, spelled out, followed by one hard return or line space, followed by the recipients address. After one more hard return, the salutation should begin. The letter should be signed above the 1.25 margin at the bottom, and flush left BPW Second Sheet 2012 Massachusetts Ave., NW Washington, DC ph: 202/ fx: 202/ These rules apply for all BPW letterhead which include: BPW/USA (shown) BPW s Foundation BPW/USA Members BPW s Foundation Members Graphic Standards Manual 7

10 Stationery #10 Envelope Format For setting the address, the top of the first line of the address is 2 from the top edge and 4.75 from the left edge of the envelope Business and Professional Women/USA 2012 Massachusetts Ave., NW Washington, DC Addressee Company Name Street Address or Post Office Box Citytown, ST Business Card Format BPW business card format is 2 x 3.5. The card prints Pantone 2756 and Pantone 877. Business and Professional Women/USA Jane Doe Title goes here Name of card holder Title of card holder 2012 Massachusetts Ave., NW Washington, DC ph: 202/ , ext. *** fx: 202/ em: jdoe@bpwusa.org Address Phone and Fax address of card holder BPW official web site URL 8 Business and Professional Women/USA

11 Writing Guide A part of creating and maintaining the BPW/USA identity is using the same language when we communicate with each other and with those outside of BPW/USA. This is an important tool for creating brand recognition. Following are some recommendations and suggestions on ways we can standardize some of the references and words we use on a regular basis. The By-laws state that the name of the organization shall be The National Federation of Business and Professional Women s Clubs, Inc., of the United States of America, known as and hereinafter referred to as BPW/USA. As a matter of usage we call the organization Business and Professional Women/USA or shorten it to BPW/USA. The word and is always written out. It is the Business and Professional Women s Foundation or the BPW Foundation. We do not use USA with the Foundation name. Our political action committee (PAC) is the BPW/PAC (never the Business and Professional Women/PAC or BPW/USA/PAC). We do not have chapters or clubs but Local Organizations, which should always be capitalized. To insure that Local Organizations are clearly identified with BPW/USA they should be referred to as BPW/Southern Prince Georges, MD. State Federation should always be capitalized. Common usage has been to refer to the State Federations as Florida State Federation. To ensure a clear identity the use of BPW/Florida or BPW/FL is recommended. Our major conferences should be capitalized: Academic Conference, Policy & Action Conference (not Policy in Action or Policy and Action), State Conferences/Conventions and National Conference. On April 15, we participate in Equal Pay Day not Pay Equity Day. Unhappy Hour is a specific BPW/USA Signature Event conducted in conjunction with Equal Pay Day. When writing the names of BPW/USA Officers and the Chief Executive Officer (CEO) always capitalize the office titles. The Officers names should always precede the CEO s. Do not use BPW/USA with the word National as BPW/USA National President. National can be used alone but with outside audiences BPW/USA is preferred. BusinessWoman Magazine is the name of our quarterly publication and it should always be italicized. BusinessWoman is one word and note that the W is capitalized. We can also shorten it to BW Magazine. Our Signature Events are WOMENomics, Women Mean Business Awards, Unhappy Hour on Equal Pay Day and National Business Women s Week (NBWW). Signature

12 Conferences are the Academic Conference Series on Work and Family, Policy & Action Conference, State Conferences/Conventions and National Conference Our career training and personal development programs are the Virginia Allan National Young Careerist Program (YC), Individual Development Program (IDP) and Career Advancement Scholarships. Workplace equity and work-life balance are BPW/USA s primary issues. Workplace is always one word and work-life is always hyphenated. We support workingwomen, which is always one word. We refer to Member of Congress or U.S. Representative rather than Congressman or Congressmen. Acronyms used internally are many and we must be sure that we use them carefully in public documents or even around potential or new members who won t know what we are talking about unless we define them. BPW Business and Professional Women DD District Director EC Executive Committee EPD Equal Pay Day ET Executive Team EOY Employer of the Year ID Individual Development LEG Legislative Committee or issue LO Local Organization National BPW/USA NBWW National Business Women s Week P&AC Policy & Action Conference PAC Political Action Committee PNP Past National President PSP Past State President P&P Policies and Procedures RD Regional Director WMBA Women Mean Business Awards WOY Woman of the Year YC Young Careerist Our official membership count is 30,000 and the number of Local Organizations is 1,500. BPW/USA is a nonpartisan organization, not partisan or bipartisan. Our policy decisions are based on how the issues affect women not what party or which candidate supports the issue.

13 The tax status of BPW/USA is 501(c)4. The BPW Foundation is a 501(c)3 organization, meaning that donations are tax deductible. The tag line we use to describe BPW/USA is: With 1,500 local organizations across the country and members in every congressional district, BPW/USA is the leading advocate for millions of workingwomen on work-life balance and workplace equity issues.