BRAND GUIDE BETTER CARE FOR ANIMALS EVERYWHERE. NAVC.COM

Transcription

1 BRAND GUIDE BETTER CARE FOR ANIMALS EVERYWHERE. NAVC.COM

2 CONNECTIONS CONTENTS KNOWLEDGE INNOVATION 1. Messaging...3 Brand Promises...4 Brand Taglines...5 Product Headlines Basic Elements...7 Primary Logo...8 Logo Usage...9 Colors...10 Typography...11 Sub-Brand Logos...14 Icons...15 Lockups Website Usage...27 NAVC Brand: Product Titles...28 NAVC Terms...29 Style Conventions Photography...17 SKILLS 4. Paper System...19 Letterhead...20 Envelopes and Business Cards Collateral...22 Digital Communications...23 DISCOVERY NAVC.COM 2016 Eastern States Veterinary Association, Inc. All rights reserved. NAVC Conference, Expeditions, Institute and Vet- Folio are trademarks of the NAVC. NAVC is a 501c(3) nonprofit. NAVC Brand Guide May

3 1. MESSAGING BETTER CARE FOR ANIMALS EVERYWHERE. NAVC Brand Guide May September

4 BRAND MISSION STATEMENT AND PROMISES BRAND MISSION The mission statement clearly, succinctly communicates why the NAVC exists. Our mission is the driving force behind everything we do. The North American Veterinary Community (NAVC) is a nonprofit organization on a mission to provide world-class continuing professional development for the global veterinary healthcare community. BRAND PROMISES The NAVC promises crystallize the commitment that the NAVC makes to the global veterinary community. They touch on attitudes and intentions as well as actions and deliverables. The Promises should always be expressed collectively to communicate the full depth and breadth of the NAVC s commitment. We promise to harness your passion. This community has energy and ideas to spare. The more we share, the better we will be. We promise to listen. We are here to help you feel more confident, capable and caring every day, not just to sell you a suite of professional development products. We promise to expand your horizons as well as ours. We promise to deliver a high quality experience in everything we do. In person. Online. Everywhere. We promise to do good. We drive advancement inveterinary care not for the accolades, but for the animals. NAVC Brand Guide May

5 BRAND TAGLINES The NAVC brand taglines emphasize the community s core mission of elevating animal care and highlight how that mission is expressed across all the product offerings. In materials that promote the NAVC as a whole, the brand taglines should be used for all products in order to create a cohesive and mission-focused message. The taglines are not an integrated part of the NAVC logo, but are none the less an inseparable part of the NAVC visual identity. The taglines should always be used in Bryant Bold ALL CAPS in the designated color for each sub brand, or in white when used on a pattern or solid background. Each tagline ends with a period. NAVC Dark Blue BETTER CARE FOR ANIMALS EVERYWHERE. NAVC INDUSTRY SERVICES Gray BETTER CARE THROUGH ASSOCIATION. NAVC CONFERENCE Bright Blue BETTER CARE THROUGH COLLABORATION. NAVC INSTITUTE Orange BETTER CARE THROUGH PRECISION. NAVC ONCAMPUS Lavender BETTER CARE THROUGH COMMITMENT. NAVC Brand Guide May

6 PRODUCT HEADLINES CONFERENCE, INSTITUTE, ONCAMPUS Product headlines convey the action and experience associated with each offering. The audience should be addressed personally. Concerete benefits of participation should be clearly outlined to inspire readers to engage with the product. NAVC CONFERENCE Come together at the first learning event to unite the global veterinary community. Share ideas, sharpen your skills and shape the future of animal care. NAVC INSTITUTE Master today s most cutting-edge techniques through total immersion skills training. Discover the power of hands-on learning. NAVC ONCAMPUS Build the foundation for a rewarding future in the veterinary field. Explore your passion, expand your knowledge and start building your network now. NAVC Brand Guide May

7 2. BASIC ELEMENTS BETTER CARE FOR ANIMALS EVERYWHERE. NAVC Brand Guide May September

8 PRIMARY LOGO The North American Veterinary Community (NAVC) logo is the graphic representation of the company and displays the NAVC name in a distinctive and proprietary form. Please note, no component of the logo should be changed or amended under any circumstances. Any modification, either scaling in the size or use of the logo, should always be made to the logo as a whole. FULL COLOR LOGO The logo should always be used, if possible in the full color version with a white background or in solid white on a patterned or photo background. See following page for usage details. FULL COLOR LOGO Dark Blue Pantone: PMS 2748 C Process: C 100, M 95, Y 2, K 10 RGB: R 14, G 34, B 84 HTML: # Bright Blue Pantone: PMS 299C Process: 86, 8, 0, 0 RGB: 0, 170, 231 HTML: #00a9e7 Orange Pantone: PMS 151C Process: 0, 60, 100, 0 RGB: 245, 130, 32 HTML: #f5821f ONE-COLOR LOGO Black 100% Process Black ONE-COLOR LOGO NAVC Brand Guide May

9 NAVC LOGO USAGE LOGO MINIMUM SIZE Although the logo can be reproduced in a avriety of sizes, do not reduce the logo more than 1-inch in width. Doing so will compromise its legibility and reproduction quality. LOGO CLEAR SPACE Maintaining a clear surrounding area ensures that the logo isn t crowded by other textual information. The minimum acceptable clear zone (x) is shown in the example below. Please keep other text outside of the defined area. HOW TO USE ON A PATTERNED OR PHOTO BACKGROUND On a patterned or photo background, the logo should only be used in knocked out solid white. x X X x x x X X NAVC Brand Guide May

10 COLORS The color palette has been selected to provide some continuity with the previous brand standards, only brighter and with a broader palette from which to choose. PRIMARY COLORS The primary colors are to be used throughout most communications, one exception being conference themes. These are the go-to colors for the NAVC brand and it is recommended they be used together to add depth and interest. The purpose of the secondary colors is to highlight particular words or visuals, such as website links or brochure headlines, and to indicate that content relates to a specific sub brand. Four of the secondary colors have been assigned to individual sub brands for easy recognition. Conference: Bright Blue Institute: Orange Industry Services: Gray OnCampus: Lavender Dark Blue Pantone: PMS 2748C Process: 100, 95, 2, 10 RGB: 14, 34, 84 HTML: # Bright Blue Pantone: PMS 299C Process: 86, 8, 0, 0 RGB: 0, 170, 231 HTML: #00a9e7 SECONDARY COLORS Lavender Pantone: PMS 528C Process: 35, 58, 0, 0 RGB: 168, 123, 182 HTML: #a87bb6 Pink Pantone: PMS 223C Process: 1, 60, 0, 0 RGB: 239, 134, 182 HTML: #ee86b6 Orange Pantone: PMS 151C Process: 0, 60, 100, 0 RGB: 245, 130, 32 HTML: #f5821f Yellow Pantone: PMS 109C Process: 0, 9, 100, 0 RGB: 255, 223, 0 HTML: #ffdf00 Gray Pantone: Cool Gray 10 C Process: 60, 51, 51, 20 RGB: 102, 103, 102 HTML: # Light Gray Pantone: PMS 421C Process: 32, 25, 26, 0 RGB: 177, 177, 177 HTML: #b0b1b0 NAVC Brand Guide May

11 TYPOGRAPHY PRINT TYPOGRAPHY Bryant is the primary company font, and is meant to be used for headlines and other prominent copy in most applications. Examples: web ads, poster copy, collateral materials, brochures. Its wide, open letter forms and rounded corners communicate in a friendly, inviting and modern way. The preferred weight and style for headlines is Bryant Bold. Bryant 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 Bryant Medium 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 Bryant 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 Bryant Light 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 NAVC Brand Guide May

12 TYPOGRAPHY PRINT TYPOGRAPHY Avenir is the secondary company font, to be used in all body copy. The preferred color for the body font is a very dark gray (85% black). For colored soild or patterened backgrounds, white type is the best choice. Sanchez is the company s accent font, to be used for subheadlines, pull-quotes, bylines, and other type blocks to add personality and interest. Use sparingly to highlight short pieces of text. Avenir Light 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 Avenir Book 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 Avenir Medium 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 Avenir Heavy 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 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 Sanchez 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 NAVC Brand Guide May

13 TYPOGRAPHY WEB TYPOGRAPHY Raleway bold will be used for any Title or Navigation Headings and Raleway Regular will be used for copy on the website. Raleway 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 Raleway 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 NAVC Brand Guide May

14 SUB BRAND LOGOS The NAVC sub brand logos are an integral part of the NAVC visual identity and follow the guidelines applied to the primary NAVC logo. All sub-logos always incorporate the line The North American Veterinary Community which indicates its identity as part of NAVC. CONFERENCE INDUSTRY SERVICES INSTITUTE ONCAMPUS INDUSTRY SERVICES INDUSTRY SERVICES NAVC Brand Guide May

15 ICONS Because The NAVC offers so many different benefits, the icon set provides a quick way for the audience to identify what benefits they will get out of each NAVC offering. The full set of 5 icons should always be used for general NAVC branded materials. Smaller selections of icons have been assigned to each of the sub brands and should be used accordingly. The icons should always be used in one color (as designated here) or white and should always appear in the same order. GENERAL NAVC BRAND Dark Blue CONNECTIONS KNOWLEDGE INNOVATION SKILLS DISCOVERY CONFERENCE Bright Blue INDUSTRY SERVICES Gray CONNECTIONS KNOWLEDGE INNOVATION SKILLS DISCOVERY CONNECTIONS KNOWLEDGE INNOVATION SKILLS DISCOVERY INSTITUTE Orange ONCAMPUS Lavender KNOWLEDGE SKILLS DISCOVERY CONNECTIONS KNOWLEDGE SKILLS NAVC Brand Guide May

16 LOCKUPS For quick application of all three major visual identity elements (logo, tagline, and identity), ready-made lockups have been created. These elements can also be used individually or combined in other ways. GENERAL NAVC BRAND CONFERENCE INDUSTRY SERVICES BETTER CARE FOR ANIMALS EVERYWHERE. BETTER CARE THROUGH COLLABORATION. INDUSTRY SERVICES BETTER CARE THROUGH ASSOCIATION. CONNECTIONS KNOWLEDGE INNOVATION SKILLS DISCOVERY CONNECTIONS KNOWLEDGE INNOVATION SKILLS DISCOVERY CONNECTIONS KNOWLEDGE INNOVATION SKILLS DISCOVERY INSTITUTE ONCAMPUS BETTER CARE THROUGH PRECISION. BETTER CARE THROUGH COMMITMENT. KNOWLEDGE SKILLS DISCOVERY CONNECTIONS KNOWLEDGE SKILLS NAVC Brand Guide May

17 3. PHOTOGRAPHY BETTER CARE FOR ANIMALS EVERYWHERE. NAVC Brand Guide May September

18 PHOTOGRAPHY NAVC photography should show veterinary professionals, pet owners and livestock owners interacting with animals in real environments the home, the veterinary practice, the farm, etc. When possible, photos should be cropped in close to the subject for drama. When possible animals should be photographed in their natural environments as well. Avoid: White backgrounds, snapshots, people with their backs toward the camera. X X NAVC Brand Guide May

19 4. PAPER SYSTEM BETTER CARE FOR ANIMALS EVERYWHERE. NAVC Brand Guide May September

20 LETTERHEAD Letterhead templates are branded for the NAVC organization as a whole, as well as for each product. The organizational template showcases all the brand elements, including all available patterns and colors, as well as all the brand icons, and the overall brand tagline, Better Care For Animals Everywhere. Each sub-brand template utilizes only the color and icons associated with that brand. SUB BRANDS CONFERENCE INDUSTRY SERVICES OVERALL BRAND INSTITUTE ONCAMPUS NAVC Brand Guide May

21 ENVELOPES AND BUSINESS CARD Envelopes will be available in catalog size, #10 standard window and standard letter. The tagline is printed on each envelope to provide recipients with immediate exposure to the NAVC message. BRANDED ENVELOPE Business cards will be available for all NAVC employees. All cards will include employee name, title, phone numbers, address, headquarters address and website url. BRANDED BUSINESS CARD FRONT Summer Graziano Senior Marketing Director T: F: SW 41st Blvd. Gainesville, FL NAVC.com BACK BETTER CARE FOR ANIMALS EVERYWHERE. NAVC Brand Guide May

22 5. COLLATERAL BETTER CARE FOR ANIMALS EVERYWHERE. NAVC Brand Guide September

23 DIGITAL COMMUNICATIONS The digital communications convey the NAVC brand in a clean and uncluttered fashion. For ecommunications, the logo, social media icons and online viewing link will appear as a standard header for all NAVC s. Below the header, graphic banners are to be used to denote the type of mailing (Connect2Care: Industry Partners, Connect2Care, Flash, Institute, Conference, etc). HEADER BODY The inline body styling of the will include the following: Titles Roboto Slab, Airal, Helvetica, Sans-serif #0099FF (Bright Blue) Copy Roboto, Arial, Helvetica, Sans-serif # (Dark Gray) Call Out Boxes Background: # (Dark blue) or #0099FF (Bright Blue) Copy: #FFFFFF (White) Horizontal Rule Separators 1 px #e1e1e1 (Light Gray) GRAPHIC BANNERS Accent Color (Optional) #FF9933 (Orange) SIGNATURES In addition to the logo and contact information, signatures carry additional text lines for promoting timely messages. NAVC Brand Guide May

24 6. WEBSITE BETTER CARE FOR ANIMALS EVERYWHERE. NAVC Brand Guide May September

25 WEBSITE The new NAVC.com brings all the elements of the NAVC brand to life in one vibrant, dynamic, and easy-to-navigate interface. HOMEPAGE The homepage design is clean, professional and uncluttered, with patterns and brand colors used as visual accents. The slider should feature prominent brand messaging and beautiful images that convey the warmth and passion of the audience. A news ticker links to breaking stories and updates. Large colorful portals represent each of the key products with engaging imagery and language (visitors may also access this information via the global nav). A NAVC sponsor bar features partner logos, which should always be used in 30% gray. NAVC Brand Guide May

26 WEBSITE Secondary product pages reinforce the product sub-brand, utilizing the appropriate color for the navigation tab, footer bar, and feature boxes. The carousel features engaging imagery along with strong, action-oriented messages to convey the experience and excitement of the product. SECONDARY PAGE TERTIARY PAGE NAVC Brand Guide May

27 7. USAGE BETTER CARE FOR ANIMALS EVERYWHERE. NAVC Brand Guide September

28 NAVC BRAND: PRODUCT TITLES OFFICIAL ASSOCIATION NAME: The North American Veterinary Community Eastern States Veterinary Association, Inc. Not for Profit 501c(3) association THE USE OF THE AND AN Use the before NAVC when referring to the brand The NAVC, the NAVC (capitalize The when used at the beginning of a sentence only) i.e. The NAVC is an association. Become part of the NAVC. Use the in the NAVC s singular products (Community, Conference, Institute) Drop the in the NAVC s plural products (Expeditions) THE NAVC INSTITUTE The NAVC Institute 2017 Institute 2017 (when used with logo on the page) When used as an adjective, the can be dropped (i.e. NAVC Institute speaker) but not when using an official title the NAVC Institute Program The year immediately follows Institute NAVC ONCAMPUS NAVC OnCampus Representatives When used as an adjective, the can be dropped (i.e. NAVC fan, NAVC speaker) but not when using an official title the NAVC Facebook page, the NAVC website Use an before NAVC when needed, not a. (i.e. use an NAVC fan instead of a NAVC fan ) THE NAVC CONFERENCE The NAVC Conference 2017 The North American Veterinary Conference Do not refer to the conference as The NAVC, but as The NAVC Conference. When used as an adjective, the can be dropped (i.e. NAVC Conference speaker) but not when using an official title the NAVC Conference Opening Ceremony The year immediately follows Conference. NAVC Brand Guide May

29 NAVC TERMS ANIMALS Food Animal (capitalize) Exotics (capitalize) Equine (capitalize) CONTACT INFORMATION For business cards and signatures: T: - for telephone F: - for fax E: - for Refer to is one word with no hyphen. Addresses should be formatted as FLast@NAVC.com. DESCRIPTORS On-site Noncommercial Not-for-profit RACE-approved DOCUMENTS Certificate of Attendance Record of Participation EDUCATIONAL OFFERINGS Behind the Scenes Tours Evening Sessions Hands-on Laboratories Hospital Design (4-Day Workshop) Masterclasses Meet the Professor Luncheons The Next Level Series State of the Art Lecture EVENTS Alumni Receptions Behind the Scenes Tours International Delegate Reception Opening Ceremony Featuring (name) President s Reception General Session Featuring (name) Technician Networking Event The Purina Pro Plan Performance Team Demonstration ORGANIZATIONS Hello-Florida! PEOPLE / TITLES Cosponsor Do not use customer, but client NAVC Sponsors Moderator NAVC Conference XXXX (Year) Speaker of the Year NAVC Education Partners NAVC International Scholar NAVC OnCampus Student Representative NAVC Program Chair Practice Manager Receptionist Support Staff Speaker Vet Tech Connections Facebook Page VetFolio Founding Sponsors, VetFolio Sponsors, VetFolio Gold or Silver Sponsors Veterinarian, cannot be shortened to Vet Veterinary Technician, cannot be shortened to Vet Tech Veterinary Student Veterinary Technician Student VIPs Don t capitalize titles in conversational marketing text/content. All members of the healthcare team can access VetFolio for one low subscription: veterinarians, veterinary technicians, practice managers, etc. PLACES The NAVC Deli NAVC VetFolio Cyber Café(s) NAVC Shuttle Service NAVTA Technicians Lounge Information Desk Registration Desk NAVC Exhibit Halls Overflow Parking Lot KiddieCorp Children s Program Zoetis Zen Lounge for Technicians PROCESSES Check in or check-in desk (use hyphen if used as an adjective/compound modifier) Check out Follow up or follow-up call (use hyphen if used as an adjective/compound modifier) Preregistration Prepay Prepayment Year-round (use hyphen if used as an adjective/compound modifier) PROGRAMS Hospital Design (4-Day Workshop) NAVC OnCampus NAVC OnCampus Presents! NAVC Gear NAVC PrimeTime New Product Gallery The NAVC Passport Program The NAVC Experience IGNITE! (always all caps) PROMOTIONS / SPONSORSHIP Daily Prize Giveaway Contest, Daily Prize Giveaways Bayer Central Park The Bayer Experience The NAVC Passport Program Passport Grand Prize Novartis Finale Novartis Fun Run Virbac Presents: PUBLICATIONS Early Registration Brochure - WE DO NOT USE Early Bird anymore Preliminary Program Guide Official Program Guide Scientific Program MISCELLANEOUS healthcare name badge name badge holder NAVC Brand Guide May

30 STYLE CONVENTIONS HYPHEN USAGE Refer to dictionary Phrases that have verb, noun and adjective forms should appear as separate words when used as verbs and one word when used as nouns or adjectives (ie. it will break down, a breakdown in communication) Generally, use a hyphen between two or more adjectives when they come before a noun and act as a single idea (compound modifier) - (ie. well-known speaker) PHONE NUMBERS use periods instead of dashes: use +1 internationally: if adding extension: Ext. XXX DIGITAL Flash@NAVC.com NAVC.com NAVC.com/Conference eblast enewsletter At the beginning of a line or sentence, use , otherwise use Facebook.com/TheNAVC Twitter.com/The_NAVC Connect2Care Connect2Care: Exhibitors VetEdge VetEdge: Team VetFolio When referring to a file extension, use all caps (ie. AI, EPS, JPEG, TIFF, BMP, PNP) website on-site HOTELS Caribe Royale Orlando All-Suite Hotel Can shorten to: the Caribe Royale Hilton Orlando Hyatt Regency Orlando Rosen Centre Hotel PUNCTUATION Periods do not appear at the end of a bulleted item, unless it is a complete sentence or the step to a process Single space, not double, after sentence period. Fractions should be written in numerals, i.e. 1/3 Ordinal numbers should be spelled out, i.e. first, second, third, etc. with flexibility when using in headlines/subheads Use periods instead of dashes in phone numbers No serial commas (YES: red, white and blue, NO: red, white, and blue) unless needed for clarity Ellipses should look like this (no space before, but include a space afterwards) PAGES When referring to a page, use p (ie. p. 7) When referring to multiple pages, use pp (ie. pp. 5-10) NAMES & SPEAKERS First name, Last name, credentials (use D for Diplomate and abbreviate DAPV) Affiliation David A. Wilkie, DVM, MS, DACVO The Ohio State University Add comma before and period after Jr. or Sr. ex: Dr. Earl Rippie, Jr. TIMES 9:00 AM - 10:00 PM 9:00-10:00 AM NOON, MIDNIGHT can also be used DAYS Monday-Thursday (spell out) DATE January 16-20, 2016 VERSUS Use vs NAVC Brand Guide May