Identity. The signature may be applied in this format when referencing the overall GPS LifePlan.

Transcription

1 Identity Standards

2 Identity PRIMARY SIGNATURE The GPS LifePlan primary signature is custom-generated artwork. Therefore, please reproduce it using only the approved electronic fi les. Any substitution will dilute its impact. The signature may be applied in this format when referencing the overall GPS LifePlan. SECONDARY SYMBOL In conjuction with the primary signature, the symbol can be used to show the colors associated with the GPS LifePlan. Use of this symbol should be used sparingly and only as a supporting element. Specifi c examples include: On t-shirt back, with primary signature on front. Used on pins or buttons during an overall marketing effort, handed out with other branded materials that use the primary signature. Used on the back of a business card, closely cropped to create an abstract pattern.

3 Identity SUB-PLAN SIGNATURES When referencing a specifi c plan, these corresponding signatures should be used at all times. Some good examples as to where these would be used would be a poster or fl yer where only one plan is referenced, or for class/workshop materials for a specifi c sub-plan. On the occasion where you will be talking about multiple subplans, see the following page. THE GPS FORMULA This graphic was created to tell the story behind the GPS LifePlan brand, and can be used wherever an introduction needs to be made.

4 Identity SUB-PLAN LABELS When referencing multiple sub-plans or when space is limited, the following sub-plan labels should be used. This is to avoid becoming too redundant with the primary signature as well provide the sub-plans the ability to be more legible in smaller sized areas. Wherever these sub-plans are visible, there should always be a GPS LifePlan primary signature placed on the page.

5 Identity PRIMARY & SUB-PLAN SIGNATURE CLEAR SPACE To ensure visual impact and clarity, white space must always surround the GPS LifePlan signature without the intrusion of other graphic elements or text. The minimum amount of space surrounding the signature should be no less than x, the height of the letter G. GPS FORMULA CLEAR SPACE & COLOR BREAKDOWN The minimum amount of space surrounding the formula should be no less than x, the height of the letter G. Education Yellow Black Grey SUB-PLAN LABEL CLEAR SPACE The minimum amount of space surrounding the signature should be no less than x, the height of the fi rst letter.

6 Typography Typography is another important element that adds consistency to all communication materilas. Two large typeface families make up the GPS LifePlan identity system. These typefaces may be used separately of in combination. HTF GOTHAM (PRIMARY) The primary typeface is HTF Gotham in the styles shown below. Headline Font HTF Gotham Bold HTF Gotham Book HELVETICA NEUE (SECONDARY) The secondary typeface is Helvetica Neue, it is to be used in all print-based marketing communications as the main body copy font. Body Copy Font Helvetica Neue 45 Light Sub-Head Font Helvetica Neue 46 Light Italic

7 Typography ALTERNATIVE Use of primary typefaces and styles on all materials is strongly encouraged. But when these are unavailable for example, in some P.C.-based programs such as Microsoft PowerPoint, in correspondence or on the Web the alternatives shown below are acceptable. Headline Font Arial Bold Body Copy Font Arial Regular Arial Italic

8 Color Palette PRIMARY Chalkboard Gray is used on the Primary Signature, as well in type and accent areas. The next fi ve colors are each associated with a specifi c plan. When referencing a specifi c plan, its corresponding color should be predominant in layout. The remaining colors should be used as accent colors. Chalkboard Gray Education Yellow Career Orange Finance Green Leadership Red Personal Blue

9 Color Palette SECONDARY This batch of neutral tones work well in keeping the overall layout from being too saturated with color. These can be used in a variety of shades, and work well to provide subtle color behind text boxes and in background patterns. Khaki Brown Light Gold

10 Patterns ORGANIC TRIANGLE PATTERN This pattern can be used as a supporting element within layouts. It offers a nice array of the colors used within the system, without specifi cally citing any sub-plan. The colors gradate to white as you move up the pattern, and the arrangement of the triangles become less uniform to imply motion. Applying the GPS LifePlan signatures over this somewhat complicated pattern is strongly discouraged. SUBTLE BACKGROUND PATTERNS The following patterns can be used when sublte texture is needed, without creating too much disruption. When using these patterns behind smaller sized type, reduce overall opacity or strength to 10 percent or less. SEAMLESS TILE RANDOM ARRAY