PRINT ASSET EXPLORATION 2017_ PREPARED OCT. 31, 2017

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1 PRINT ASSET EXPLORATION 2017 PREPARED OCT. 31, 2017

2 What We Do TMF Vol. 01 WE EMPOWER VETERANS AND FAMILIES OF FALLEN HEROES TO DEVELOP CHARACTER IN FUTURE GENERATIONS.

3 What We Do TMF Vol. 01 With a simple but powerful statement, 1stLt Travis Manion, USMC, described the sense of duty embodied by our service members and their families. They put other people and our nation before their own interests. This mantra allows them to face challenges with strength and integrity even when the outcome might be the ultimate sacrifice. If Not Me, Then Who...

4 Tonality TMF Vol. 01 The verbal and visual voice of TMF is important, as it must feel: INSPIRING and ACCESSIBLE for veterans and families of fallen heroes. EXCITING and COOL for students. STRONG and WORTHY for volunteers, sponsors and potential donors We characterize the TMF voice as: BOLD AMBITIOUS CONFIDENT PROVOCATIVE

5 Master Logo TMF Vol. 01 The Master Logo consists of the Spartan Shield with the Travis Manion Foundation wordmark. It is the primary branding for the organization and should be considered first for use before other variations. (When the Master Logo is used at a small scale, be particularly cognizant of legibility of the wordmark. Below 2-3, it is recommended to use simply the Spartan Shield and/or the abbreviated wordmark, as seen on page 5.) It should be given respect within any layout no other elements should come closer than the width of the Spartan Shield. It should only be used in the color variations on PADDING Mask - Size border page 9 and never other colors. 008:02:23 / \

6 Secondary Master Logo TMF Vol. 01 The Secondary Master Logo consists of the Spartan Shield with the Travis Manion Foundation wordmark and tagline. This logo option should be used for high-visibility placements, like posters and title pages of collateral. It should also be applied in situations that are outside of the usual brand context, like co-branded events or sponsorships. (When the Master Logo is used at a small scale, be particularly cognizant of legibility of the wordmark. Below 2-3, it is recommended to use simply the Spartan Shield and/or the abbreviated wordmark, as PADDING Mask - Size border seen on page 5.) It should be given respect within any layout no other elements should come closer than the width of the Spartan Shield. 008:02:23 / \

7 Updated Spartan Shield TMF Vol. 01 The Spartan Shield is the strong symbol of TMF. It may be used with or without the wordmark, but when used alone, it should be given the respect of distance from other elements as demonstrated here. PADDING Mask - Size border 008:02:23 / \

8 Logo Usage TMF Vol. 01 The TMF Master Logo can be used in four variations to give you flexibility in design and across different mediums. Demonstrated here are single and twocolor variations, with versions for light and dark backgrounds. 1C ON LIGHT BACKGROUND The master, secondary master and standalone shield logos can be used together within a single print piece. However, no other logo variation should be used in conjunction with any of the 3 primary marks within the same document. 1C ON DARK BACKGROUND 4 COLOR 2C, OUTLINE 2C, SOLID

9 Secondary Marks TMF Vol. 01 In addition to the Master Logo, you may use these Secondary Marks as additional branding or in cases Standalone Mark that are not suited to the Master Logo (like apparel or at a small scale). You can use the Standalone Boxed Spartan Shield, the Standalone Spartan Shield, the Abbreviated Word Mark, the Circle Badge and the Vertical Stack. Standalone Mask It is recommended to steadily increase usage of the Abbreviated Word Mark to support the shift in nomenclature from Travis Manion Foundation Abbrev. Wordmark to TMF. Circle Badge Vertical Stack

10 Logo Integrity TMF Vol. 01 To maintain the strength and integrity of the TMF logo, its use should never include certain treatments, colors and placement as demonstrated here. Don t Use Non-Brand Colors Don t Stretch Don t Warp Don t Crop Don t Rotate Don t Reorder

11 Color Palette TMF Vol. 01 TMF brand colors are black, gold and red. They # % 70% 60% 50% 40% 30% 20% 10% 05% may be used at varying opacities, as demonstrated here. Black and gold may be used as floods of color to create blocking and division within a design; however, red should only ever be used as an accent. C: 73 M: 67 Y: 65 K: 79 Floods of color, when laid over imagery, should never exceed 80% opacity. There is no minimum. R: 25 G: 25 B: 25 Floods of color, other than white, used as backgrounds should never fall below 5% opacity #ab9b71 90% 80% 70% 60% 50% 40% 30% 20% 10% to maintain visibility. Maximum should be dictated by the pages content. Type should never fall below 5% opacity. C: 34 M: 34 Y: 62 K: 03 R: 171 G: 155 B: 113 # 9f1f2a 90% 80% 70% 60% 50% 40% 30% 20% 10% C: 24 M: 99 Y: 88 K: 20 R: 159 G: 31 B: 42

12 Typography TMF Vol. 01 Industry Medium Chosen for its utilitarian / military-inspired nature, Fort Foundry s Industry Medium adds the perfect amount of character that the Travis Manion Foundaiton deserves. Roboto Regular Roboto Regular was chosen for its readability when utilized for body paragraphs. The openness of the geometric letterforms complement the rigidness of Industry Medium making it a suitable font pairing. Industry Medium is utilized for headlines, eyebrows and varius accents. Roboto Regular is used for body copy. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Aa

13 Headers and Eyebrows TMF Vol. 01 Eyebrow TMF Travis Manion Foundation Print Standards Vol. 01 CHARACTER DOES MATTER With support from presenting sponsor, Johnson & Johnson, the Character Does Matter program (CDM) redefines America s national character by focusing on future generations. Headers Eyebrows Headers are placed along the top of a print piece and containt information pertaining to the contant within the page. Headers are often accompanied by a rule, however a rule is not a necessity. Eyebrows can play several roles within printed documents. They can be used as secondary headlines, section deviders, numbering systems, or as simple intro copy. Utilizing headers within printed documents, booklets in particular, helps to keep content organized and consitant. Headers also help to establish grids for which conten on the page can be organized upon. See page X for further explanation on layout. The use of eybrows allows content to be organized without taking up too much space. They also allow the designer to adjust heirarchy, without taking precedent away from the most important content, the headline. Examples of header contents: Shield and mask logo, year, event date, page label, document title, page number, etc. As a rule, eyebrows should be no more than 50% of the height of the accompanying content. However, exceptions can be made.

14 Photography TMF Vol. 01 TMF is focused on empowering people veterans, family of the fallen and youth to thrive. The mission centers on building character in communities through acts of service. Photography should help tell that story, showing the foundation at work. The viewer should have a window into the journey and see moments of action. Photo s may utilize dark, light gray, frosted gray, or golden overlay treatments to ensure the readability of text as an overlay. See supplemental Photo Style Guide for more expansive photo style guidelines.

15 Patterns TMF Vol. 01 Patterns can be used to add depth to a page, or fill whitespace without sacrificing the cleanliness of the design. Patterns created by elaborate, or complex shapes should be avoided. Ideal patterns consist of simple, repeated shapes, or are created using repeating, typographic characters, such as plusses and slashes. This style is derived from military UI that is created out of typographic characters alone.

16 Callouts TMF Vol. 01 There are times when certain sections of information call for more emphasis. The military / clean design aesthetic created for TMF calls for a simple, yet effective callout system. This system draws inspiration from military UI and consists of simple background highlights. There is no set size for these highlights so long as they are carefully considered in relation to the entirety of the layout. Highlights can exist in gold, or dark gray on light backgrounds, and white, with dark text, in layouts with dark layouts. WE EMPOWER VETERANS AND FAMILIES OF FALLEN HEROES TO DEVELOP CHARACTER IN FUTURE GENERATIONS

17 Layout TMF Vol. 01 All type should be left aligned. This is to ensure cleanliness and consistency across all mediums. Furthermore, all type and images should be aligned to a grid. While there is not a set grid, or grid system, it is important to utilize a consistent grid throughout the entirety of a single piece. CHARACTER DOES MATTER With support from presenting sponsor, Johnson & Johnson, the Character Does Matter program (CDM) redefines America s national character by focusing on future generations. Through CDM, veterans are empowered to reconnect with their communities by serving as mentors and role models to young adults. Since the program s inception, hundreds of post 9/11 veterans have shared their experiences of military service and leadership with 150,000 students throughout the country. of the fallen also team up with youth to complete service projects that give back to the communities they live in. In the past month, 600 volunteers completed 3,000 hours of service to 20 different communities in the US. Guided by the If Not Me, Then Who mantra, veterans and survivors continue their service, In the past year, 70 veterans develop strong relationships with Research tells us that 55% of veterans feel disconnected from their communities as a result of their military service. At the same time, 1 in every 3 young adults report never having a positive adult mentor in their lives. The Character Does Matter program addresses both pressing national issues with a single solution. and families of the fallen have volunteered to serve as youth mentors, meeting with groups of students in an interactive learning environment to facilitate lessons on identifying, developing, and leveraging personal character strengths. Veterans and families their communities, and thrive in their post-military lives. As a result, communities prosper and the character of our nation s heroes live on in the next generation.

18 Examples TMF Vol. 01 PRINT EXAMPLES

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29 TRAVIS MANION FOUNDATION If Not Me, Then Who...

30 If Not Me, Then Who... PRINT STYLE GUIDE OCTOBER 31, 2017