BRAND GUIDELINES UPDATED NOVEMBER 2018

Transcription

1 BRAND GUIDELINES UPDATED NOVEMBER 2018 National Industries for the Blind Brand Guidelines i 19nI2-1921

2 TABLE OF CONTENTS 01. Introduction 02. Logo Alignment 03. NIB Logo Specifications 04. NIB Logo Usage 05. NIB Logo Usage on Active Backgrounds 06. Incorrect NIB Logo Usage 07. NIB Logo Sizing 08. NIB Typography 09. SKILCRAFT Logo Specifications 10. SKILCRAFT Registration Mark Specifications 11. SKILCRAFT Logo Usage 12. SKILCRAFT Logo Usage on Active Backgrounds 13. Incorrect SKILCRAFT Logo Usage 14. SKILCRAFT Logo Sizing 15. AbilityOne Logo Specifications 16. AbilityOne Registration Mark Specifications 17. AbilityOne Logo Usage 18. Incorrect AbilityOne Logo Usage 19. AbilityOne Logo Sizing 20. AbilityOne Packaging Logo 21. Tags and Copy Tips 22. Putting People First 23. Contact National Industries for the Blind Brand Guidelines

3 INTRODUCTION An organization s brand is one if its most important assets. Brands do more than simply identify an organization s product and service offerings they help capture and communicate the organization s identity. Whether you re developing packaging for products, creating marketing materials or writing content for publications, it s essential that you know and follow the guidelines for correct use of brands. This brand guideline is a resource that explains proper usage of the NIB, SKILCRAFT, and AbilityOne Program brand elements. The guidelines in this document describe approved use of brands that National Industries for the Blind (NIB) owns (i.e., NIB and SKILCRAFT), as well as the AbilityOne Program brand, which NIB and its associated nonprofit agencies use. For further guidance on use of the AbilityOne Program brand contact communications@nib.org. Brand guidelines ensure that NIB, its associated agencies and other stakeholders use our brands appropriately and consistently. Adhering to brand guidelines helps safeguard NIB s corporate identity; consistent and proper use of logos, typefaces, colors and fonts helps our customers and business partners recognize the NIB or SKILCRAFT brands and associate them with our mission to create jobs for people who are blind. National Industries for the Blind Brand Guidelines 1

4 LOGO ALIGNMENT To ensure prominence and clarity when all three logos are presented together, align each logo to its respective baseline. There should be a clear space of at least on all four sides of the logos. Follow these spacing and alignment guides when placing the logos next to others. The left-to-right sequence for the three logos should be: 1. NIB (left-most) 2. SKILCRAFT (middle) 3. AbilityOne (right-most) National Industries for the Blind Brand Guidelines 2

5 NIB LOGO SPECIFICATIONS Mark The NIB logo is designed using Pantone 7461C. If using the Pantone color is not an option, the CMYK (4C) logo should be used. Futura STD Extra Bold Oblique is the typeface of the mark (NIB). Impact is the typeface of Futura STD Extra Bold Oblique Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz the signature spelling out National Industries for the Blind below the mark. Signature Impact Aa Bb Cc Dd Ee Ff Gg Hh Ii The An AbilityOne authorized enterprise. lock-up is presented in the Myriad Pro Bold Condensed typeface. Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Logo files available have been typeset and converted to artwork for your use. The AbilityOne tagline Myriad Pro Bold Condensed logo should not be recreated under any NIB Blue for coated stock NIB Authorized Black Aa Bb Cc Dd Ee Ff Gg Hh Ii circumstance. PANTONE 7461C CMYK: RGB: HEX: #007CBB 100% BLACK CMYK: RGB: HEX: # Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz NIB Blue for uncoated stock PANTONE 7460U CMYK: RGB: HEX: #008CC1 National Industries for the Blind Brand Guidelines 3

6 NIB LOGO USAGE Acceptable Logo Forms 1 1. The full color logo may be used over a white or solid color background, provided the background is a light or neutral color that complements the color scheme. 2. The white NIB logo should be used on dark, solid color backgrounds. 3. The black NIB logo may be used over a white or solid color background, provided the background is a neutral color or complements the color scheme. 2 3 National Industries for the Blind Brand Guidelines 4

7 NIB LOGO USAGE ON ACTIVE BACKGROUNDS Acceptable Usage Over Active Backgrounds: 1. The full color NIB logo is only used over backgrounds offering enough contrast for the entire logo The NIB logo may be reversed out to white over busier backgrounds as long as there is sufficient contrast to separate the logo from the background The single color, black NIB logo is only used over light backgrounds. 3 National Industries for the Blind Brand Guidelines 5

8 INCORRECT NIB LOGO USAGE The examples below show incorrect logo use. Always use approved electronic artwork and follow the usage specifications in these branding guidelines. Do not screen the logo. Do not change the proportion of any element of the logo. NIB Do not change the typeface. Do not place the logo on an active background that affects readability. Do not distort the logo in any way. Do not add visual effects to the logo. Do not use former logo colors. Do not rearrange the logo. National Industries for the Blind Brand Guidelines 6

9 NIB LOGO SIZING Negative Space Around the Logo To ensure prominence and clarity of the logo block, there must be at least of clear space on all four sides. Minimum Size Requirements If the logo is less than the minimum width of 1, it can appear without the signature below the NIB mark. Greater than 1 Less than.75 National Industries for the Blind Brand Guidelines 7

10 NIB TYPOGRAPHY The standard NIB font is Arial. The standard text size is 12 point. Arial, a commonly used sans serif typeface, increases readability for people with visual impairments. It is preferred in all s, letters, faxes, draft documents and other pieces of correspondence. Headings or subheadings use Arial 14 point. You may use italics, bold or underlining to draw attention to a word or phrase. Arial Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Arial Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Arial Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Using color to attract attention to a certain word or phrase is acceptable, provided color is used sparingly. Overuse can make color less effective. For maximum impact, use high-contrast colors. Because of NIB s audiences, large print text may be necessary in some instances. Documents created using large print should follow NIB standards but use Arial Bold 18 pt. National Industries for the Blind Brand Guidelines 8

11 SKILCRAFT LOGO SPECIFICATIONS The SKILCRAFT logo uses Pantone 485C for the waving flag mark and black at 100% for the signature. If using the Pantone color is not an option, the CMYK (4C) logo should be used. Univers 85 Extra Oblique is the typeface for the signature. The logo files available have been typeset and converted to artwork for your use. The logo should not be recreated under any circumstance. Flag Signature Univers 85 Extra Oblique Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz SKILCRAFT Red PANTONE 485C CMYK: RGB: HEX: #DA291C SKILCRAFT Black 100% BLACK CMYK: RGB: HEX: # National Industries for the Blind Brand Guidelines 9

12 SKILCRAFT REGISTRATION MARK SPECIFICATIONS SKILCRAFT is a registered trademark owned and licensed by National Industries for the Blind. All logo files provided include the registration mark and should be used on all branding materials. Registration Mark In most cases, the SKILCRAFT logo should be used as the primary identifier. When formatting the mark in text, for the first appearance, apply the font superscript setting to raise the registration mark to the top edge of the letter T as shown here: SKILCRAFT. After the first use, present SKILCRAFT in capital letters, but omit the registration mark. Do NOT use the logo as text in body copy. See Tags and Copy Tips for additional guidance. When SKILCRAFT is used in a title or headline, other typestyles can be applied, but the name must appear in capital letters. Please use these alternate settings only for display headlines not as a substitute or replacement for the approved logo. National Industries for the Blind Brand Guidelines 10

13 SKILCRAFT LOGO USAGE Acceptable Logo Forms: 1. The full color SKILCRAFT logo may be used over a white or light colored background, provided that the background is a light or neutral color that complements the color scheme. 2. Alternate SKILCRAFT logos may be used on solid color backgrounds with the flag in red, and the signature reversed out in white A single color SKILCRAFT logo may be used over a white or light colored background. If the background is solid and dark, the SKILCRAFT logo can be reversed out to white. In the example at right, both the flag and the signature are black The SKILCRAFT logo may be used alone without the flag graphic ONLY when printed on actual products, such as pens, where the space is simply too small to accommodate the flag. On products, the logo may be embossed as shown. 4 National Industries for the Blind Brand Guidelines 11

14 SKILCRAFT LOGO USAGE ON ACTIVE BACKGROUNDS Acceptable Usages Over Active Backgrounds: 1. The full color SKILCRAFT logo is only used over backgrounds offering enough contrast for both the waving flag mark and the signature to stand out. An outlined version of the full color logo can be used on busier backgrounds. 2. The alternate SKILCRAFT logo should only be used over dark backgrounds that allow the red waving flag mark to be clearly visible. The SKILCRAFT logo may be reversed out to white over busier backgrounds as long as there is sufficient contrast to separate the logo from the background The single color, black SKILCRAFT logo is only used over light backgrounds. An outlined version of the black logo can be used on busier backgrounds. National Industries for the Blind Brand Guidelines 12

15 INCORRECT SKILCRAFT LOGO USAGE The examples below show incorrect logo use. Always use approved electronic artwork and follow the usage specifications in these branding guidelines. Do not screen the logo. Do not change the proportion of any elements within the logo. craft Do not change the typeface. Do not place the logo on an active background that affects readability. Do not change the colors of the logo. Do not add visual effects to the logo. Do not use former logo applications. Do not separate the logo mark from the logo type. National Industries for the Blind Brand Guidelines 13

16 SKILCRAFT LOGO SIZING Negative Space Around the Logo To ensure prominence and clarity of the logo block, there must be at least of clear space on all four sides. Minimum Size Requirements For maximum legibility, the logo must NOT be reproduced smaller than.75 in width..75 National Industries for the Blind Brand Guidelines 14

17 ABILITYONE LOGO SPECIFICATIONS The AbilityOne Program logo uses Pantone 193C, 534C and 293C. If the Pantone color is not an option, the CMYK (4C) logo files should be used. Avenir Black is the typeface of the AbilityOne logo. The logo files available have been typeset and converted to artwork for your use. The logo should not be recreated under any circumstance. Avenir Black Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz AbilityOne Red PANTONE 193C CMYK: RGB: HEX: #D11242 AbilityOne Light Blue PANTONE 293C CMYK: RGB: HEX: #0067B1 AbilityOne Dark Blue PANTONE 534C CMYK: RGB: HEX: #174A7C National Industries for the Blind Brand Guidelines 15

18 ABILITYONE REGISTRATION MARK SPECIFICATIONS When formatting the mark in text, apply the font superscript setting to raise the registration mark to the top edge of the letter e as shown: AbilityOne. The registration mark should also be used the first time AbilityOne is used on a page, or in a chapter or document section. Do not use the registration mark when the word AbilityOne is used again on the same page, or subsequent pages within the same chapter or document section. Registration Mark See Tags and Copy Tips for additional guidance. National Industries for the Blind Brand Guidelines 16

19 ABILITYONE LOGO USAGE Acceptable Logo Forms 1 1. The full color logo may be used over a white or solid color background, provided the background is a light or neutral color that complements the color scheme. 2. The white AbilityOne logo should be used on solid color backgrounds. 3. The black AbilityOne logo maybe used over a white or solid background, provided the background is a neutral color or complements the color scheme. 2 3 National Industries for the Blind Brand Guidelines 17

20 INCORRECT ABILITYONE LOGO USAGE The examples below show incorrect logo use. Always use approved electronic artwork and follow the usage specifications in these branding guidelines. Do not screen the logo. Do not change the proportion of any elements within the logo. Ability One Program Do not change the typeface. Do not place the logo on an active background that affects readability. Do not distort the logo in any way. Do not add visual effects to the logo. Do not change the colors of the logo. Do not rearrange the logo. National Industries for the Blind Brand Guidelines 18

21 ABILITYONE LOGO SIZING Negative Space Around the Logo To ensure the prominence and clarity of the logo block, there must be at least of clear space on all four sides. Minimum Size Requirements For maximum legibility, the logo must NOT be reproduced smaller than.5 in width..5 National Industries for the Blind Brand Guidelines 19

22 ABILITYONE PACKAGING LOGO The AbilityOne packaging logo is designated exclusively for items on the Procurement List. This variation features the AbilityOne wordmark and symbol in a horizontal lockup. This variation is intended exclusively for packaging applications and should never be used in place of the primary signature in any other brand communications. Avenir Black Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Only use the approved digital art files. For complete AbilityOne packaging logo guidelines, contact Catherine Schultz, Branding & Packaging Manager at cschultz@nib.org. AbilityOne Red PANTONE 193C CMYK: RGB: HEX: #D11242 AbilityOne Dark Blue PANTONE 534C CMYK: RGB: HEX: #174A7C National Industries for the Blind Brand Guidelines 20

23 TAGS AND COPY TIPS Follow these guidelines when using the word SKILCRAFT in headlines and body copy. 1. Do not use the registration mark with the word SKILCRAFT in headlines or sub-headings, except as part of an official product name. For example: CORRECT headline or sub-heading text: New SKILCRAFT Products Now Available SKILCRAFT /Zebra Retractable Pen INCORRECT headline or sub-heading text: New SKILCRAFT Products Now Available SKILCRAFT/Zebra Retractable Pen 2. In body copy, use the registration mark the first time the word SKILCRAFT is used on a page, or in a chapter or document section. Do not use the registered symbol when the word SKILCRAFT is used again on the same page, or subsequent pages within the same chapter or document section. 3. Always use the registration mark with SKILCRAFT when writing official product names, either in body copy or headlines and subheads. Follow these guidelines when using the word AbilityOne Program in headlines and body copy. 1. Do not use the registration mark with the word AbilityOne Program in headlines or subheads. 2. In body copy, use the registration mark the first time the word AbilityOne Program is used on a page, or in a chapter or document section. Do not use the registered symbol when AbilityOne Program is used again on the same page, or subsequent pages within the same chapter or document section. Note the registration mark goes after AbilityOne not after Program. NIB Mission Statement To enhance the opportunities for economic and personal independence of persons who are blind, primarily through creating, sustaining and improving employment. NIB Description NIB and its nationwide network of associated nonprofit agencies are the nation s largest employer of people who are blind. NIB delivers best value solutions affordable, high quality products and services tailored to customer requirements all while helping people who are blind build meaningful careers. SKILCRAFT Description Established in 1952, SKILCRAFT is the brand name for quality products made by people who are blind. SKILCRAFT is a registered trademark owned and licensed by NIB. Trademark Notification SKILCRAFT is a registered trademark owned and licensed by National Industries for the Blind. National Industries for the Blind Brand Guidelines 21

24 PUTTING PEOPLE FIRST Too often we are not aware of how our communications reinforce stereotypes and misconceptions about people who are blind or have significant disabilities. Simply by remembering to always refer to the person first, before the disability, helps to avoid negative connotations and patronizing language. The following tips will help your communications be more accurate. By adopting this language, you will further empower the SKILCRAFT brand and its products. More important, you will help eliminate misconceptions and negative attitudes about the skilled, hardworking people who create them. Preferred language: Products created with pride by Americans who are blind People with disabilities, the disability community People who are blind, the blindness community Has (specify disability) Born with (specify disability) Uses a wheelchair Hearing and speech impaired Persons/individual with a disability Employees Workplace, work environment Outdated language: Quality blind-made products The disabled Blind people Afflicted with (specify disability), suffers from (specify disability) Has a birth defect Confined to a wheelchair Deaf and dumb Handicapped Workers Workshop National Industries for the Blind Brand Guidelines 22

25 CONTACT Remember, alterations to the NIB, SKILCRAFT, or AbilityOne logos, are NOT permitted. To maintain continuity, use the electronic master files of these elements whenever possible in the assembly and reproduction of our brand identifiers. We appreciate your cooperation and feel confident that by applying these standards consistently, we will strengthen our marketing efforts by building brand awareness. If you have questions or concerns, contact: Lisa Koroma Communications Design Manager National Industries for the Blind Phone: National Industries for the Blind Brand Guidelines 23