BRANDING AND STYLE GUIDE MAY 2017
INTRODUCTION This branding and style guide is intended to provide staff with tools they need to represent the CAPSLO brand consistently across all types of visual communication. Following these design standards will increase recognition of the CAPSLO brand and its programs and services. This guide should be followed for all external communications, including: flyers advertisements banners outreach materials social media t-shirts, tablecloths, hats, etc. Before being distributed publicly (in print or online), all branded materials should be approved by BOTH the program manager and the CAPSLO Branding Committee. For approvals, questions, or assistance, please contact: branding@capslo.org Approved agency logos and icons contained within this document can be found on the CAPSLO Intranet under the Branding section. 2
TABLE OF CONTENTS LOGOS....................... 4-7 CAPSLO logo Heart icon Bilingual logo Head Start logo DIVISION ICONS............... 8-9 LOGO USAGE................ 10-11 Clear space Minimum size Incorrect uses FONTS..................... 12-13 Approved fonts Correct font usage COLOR PALETTE.............. 14-15 Approved colors Color values and uses BRAND PROMINENCE.......... 16-17 Name referencing External Documents Mission, Vision, & Promise TRANSLATION.................. 18 SOCIAL MEDIA............... 19-20 Social media pages Posting guidelines 3
LOGOS CAPSLO PRIMARY LOGO The primary logo was developed by the Community Action Partnership National Office. The logo consists of the agency s full name and the CAP heart and tag line. The primary logo should be used as provided and not edited or altered in anyway. If necessary, the primary logo may be used in solid black or reversed in white on a solid contrasting color. For a more detailed description of proper and improper uses of the primary logo, see page 10 of this guide. Black White 4
HEART ICON The isolated heart icon may be used in instances where space is limited or for aesthetic effect. In such instances, the heart icon must be used in CAP red and should not be used in blue. If necessary, the heart icon may also be used in black or reversed in white on a solid contrasting color. HEART ICON Color Black Reversed 5
BILINGUAL LOGO The bilingual logo should be used when a document is in Spanish or contains both Spanish and English. Please see pages 18 for information on translation. BILINGUAL LOGO 6
HEAD START BLOCKS The two-block Head Start logo represents the official logo for Head Start, Early Head Start, and Migrant and Seasonal Head Start programs. Head Start centers may use this logo to promote their programs in their communities respectively. Additionally, Migrant and Seasonal Head Start Centers may use the three block variation. However, these logos cannot be used in any way that might imply endorsement of CAPSLO or its other programs. The logo cannot be used adjacent to CAPSLO agency logos, as to avoid appearances of the Office of Head Start s endorsement of the agency. HEAD START MIGRANT AND SEASONAL HEAD START 7
DIVISION ICONS You may choose to use a division icon in addition to the CAPSLO logo. Here are each of the individual division icons in their preferred positions to the right of the CAPSLO logo. Other configurations of the CAPSLO logo and the division icon may be permitted; however the CAPSLO logo must always be present. Please contact branding@capslo.org with questions or for guidance. For more details on CAPSLO brand prominence, see page 16 of this guide. PROPER DIMENSIONS AND SPACING OF CAPSLO LOGO IN CONJUNCTION WITH PROGRAM ICONS Adult Day Center 8
Child, Youth & Family Services DIVISION ICONS WITH CAPSLO LOGO Adult Day Center Energy Services Family & Community Support Services Homeless Services Veteran Services 9
LOGO USAGE CLEAR SPACE It is essential to maintain clear space around the logo in order to maximize clear recognition and visual impact. This space allows the logo to stand out from other graphics. MINIMUM SIZE The logo can be enlarged proportionally to any size. For ideal legibility the logo should not be scaled below a 1.5 inches wide. 1.5 10
INCORRECT USES Do not alter the logo. Do not use the logo in any other color aside from those provided on the intranet. Do not rotate, stretch or skew the logo. Do not alter elements within the logo or change any proportions of the elements. stretched squished rotated blue red all wrong! 11
FONTS APPROVED FONTS Due to their read wide-spread availability, the Calibri and Verdana font families are the agency s pre-approved fonts and should be used on most standard documents and forms. The Calibri is preferred for body text and in text-heavy documents such as reports, grant applications, letters, memos, etc. The Calibri Font Family should be used in printed and digital materials, such as letterhead, flyers, posters, advertisements, etc. Verdana maybe used for document headings, titles, and in other instances where text is used sparingly and needs to be eye catching. There will be projects and/or campaigns when using another font or fonts is necessary and preferred. Please contact branding@capslo.org with questions about font choice or usage. FONT USAGE Limit the number of different fonts and number of font sizes, colors, and weights (bold, italic, etc) used within a single document. Simplicity of typography enhances effective communication. 12
CALIBRI FONT FAMILY San-serif CALIBRI BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*( ) CALIBRI REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*( ) CALIBRI ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*( ) VERDANA FONT FAMILY San-serif VERDANA BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*( ) VERDANA REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*( ) VERDANA ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*( ) 13
COLOR PALETTE APPROVED COLORS The integrity of the Community Action Partnership brand colors must be protected as they are an essential part of maintaining and promoting the national and local brand. When selecting colors for digital or print designs, the following color palettes should be used. It is not necessary to use all the colors in a given palette; it may be sufficient for a particular design to use just one or two. 100% black and tints thereof may be tastefully used as accent colors with any of the palettes. COLOR VALUES AND USES We have provided the numeric color values needed to re-create the color palettes on all commonly used software. hex/rgb colors: Colors created using different percentages of red, green and blue light. Hex/ RGB colors are used for digital or on-screen display purposes. CMYK colors: Colors created using different percentages of cyan, magenta, yellow and black ink. CMYK colors are used for print purposes. PMS colors: PANTONE colors. These should only be used when requested by a printing professional. 14
COMMUNITY ACTION COLORS WITH GRAYSCALE RGB: 200, 7, 82 HEX: #C80752 CMYK: 0, 97, 59, 22 PMS 207 RGB: 0, 82, 136 HEX: #005288 CMYK: 99, 72, 22, 6 PMS 2955 RGB: 75, 79, 84 HEX: #4B4F54 CMYK: 41, 28, 22, 70 PMS 7540 RGB: 200, 201, 199 HEX: #C8C9C7 CMYK: 8, 5, 7, 16 PMS COOL GRAY 3 DIVISION COLORS (WARM) RGB: 129, 41, 144 HEX: #812990 CMYK: 60, 100, 0, 0 PMS 2602 C RGB: 200, 7, 82 HEX: #C80752 CMYK: 0, 97, 59, 22 PMS 207 RGB: 243, 112, 33 HEX: #F37021 CMYK: 0, 70, 100, 0 PMS 158 C RGB: 255, 205, 30 HEX: #FFCD1E CMYK: 0, 19, 95, 0 PMS 116 DIVISION COLORS (COOL) RGB: 0, 82, 136 HEX: #005288 CMYK: 99, 72, 22, 6 PMS 2955 RGB: 0, 103, 172 HEX: #0067AC CMYK: 100, 50, 0, 10 PMS 2386 C RGB: 0, 143, 138 HEX: #008F8A CMYK: 100, 0, 45, 20 PMS 7716 C RGB: 127, 181, 57 HEX: #7FB539 CMYK: 50, 0, 100, 10 PMS 368 C CAP RED TINTS RGB: 200, 7, 82 HEX: #C80752 CMYK: 0, 97, 59, 22 PMS 207 RGB: 216, 81, 133 HEX: #D85185 CMYK: 0, 63, 38, 15 PMS 205 RGB: 233, 155, 185 HEX: #E99BB9 CMYK: 0, 33, 21, 9 PMS 204 RGB: 247, 229, 236 HEX: #F7E5EC CMYK: 0, 7, 4, 3 PMS 705 CAP BLUE TINTS RGB: 0, 82, 136 HEX: #005288 CMYK: 99, 72, 22, 6 PMS 2955 RGB: 0, 135, 224 HEX: #0087E0 CMYK: 100, 40, 0, 12 PMS 2925 RGB: 148, 169, 203 HEX: #94A9CB CMYK: 42, 23, 2, 0 PMS 2915 RGB: 194, 231, 255 HEX: #C2E7FF CMYK: 24, 9, 0, 0 PMS 290 15
BRAND PROMINENCE NAME REFERENCING In text, the CAPSLO name must be referenced before the program name. Approved name references include: On first reference (when space and word count allow): Community Action Partnership of San Luis Obispo County (CAPSLO). On second reference (or when space does not allow for full name): CAPSLO Below is an example of proper name referencing: Community Action Partnership of San Luis Obispo County (CAPSLO) offers a number of services for families. The mission of CAPSLO Child, Youth & Family Services is to provide children and families who are income eligible... Note: The agency s full legal name Community Action Partnership of San Luis Obispo County, Inc. should be used for all legal and business documents, such as contracts, MOUs, grant applications, etc. EXTERNAL DOCUMENTS The CAPSLO logo and name should be included on all documents and visual content that will be seen or used by the public, including but not limited to: letterhead (to be used for all formal correspondence) business cards permission/release/intake forms flyers and posters print and on-line advertisements To order pre-approved letterhead and business cards, contact: purchasing@capslo.org 16
MISSION, VISION, & PROMISE USAGE The mission statement must be included on all business cards, brochures, grant applications, reports to the public, press releases, social media profiles, and should be prominently displayed, along with the Vision and National Promise, at all sites. MISSION Community Action Partnership of San Luis Obispo County is committed to eliminating the causes of poverty by empowering lowincome individuals and families to achieve selfsufficiency through a wide array of communitybased collaborations and programs. VISION All people should have an equal chance in life to achieve economic self-sufficiency and self-determination for themselves and their families. As a result of increased selfsufficiency, the community and its citizens will reap the benefits of a more productive, responsible and economically viable society. NATIONAL PROMISE Community Action changes people s lives, embodies the spirit of hope, improves communities and makes America a better place to live. We care about the entire community, and are dedicated to helping people help themselves and each other. 17
TRANSLATION NAME REFERENCING The names of the agency and its divisions, departments, and programs should not be translated. Please use the standardized translations of the Mission, Vision, and Promise (can be found in the Branding Folder on the Intranet). TRANSLATION OF EXTERNAL DOCUMENTS All documents that need to be in Spanish should be translated by an agency-approved translator. Please contact branding@capslo.org for translation assistance if your department does not already have procedures in place. 18
SOCIAL MEDIA Please contact branding@capslo.org to initiate all new social media page or profiles for CAPSLO programs. Social media posts and pages for CAPSLO programs must follow the same graphic and text guidelines as printed materials. Visitors to agency-affiliated social media pages should immediately be able to tell that programs are part of CAPSLO. SOCIAL MEDIA PAGES The CAPSLO logo must be included on all cover and banner photos. The Heart Icon must be included on all profile pictures. The Division Icons may also be used, but the CAPSLO logo or heart icon must be prominent. In About sections of social media pages: Add appropriate wording on the program s affiliation with CAPSLO. Add a website URL linking to the appropriate CAPSLO website page. 19
FACEBOOK POSTING GUIDELINES 1. Ensure CAPSLO logo is on all flyers before sharing on social media MOBILE 10:32 AM 100% Community Action Partnership of San Luis Obispo County, Inc. San Luis Obispo, CA @Maria and the staff showing solidarity for child abuse prevention on #wearblue4kids day! 7:47 AM 2. Tag the Facebook page Community Action Partnership of San Luis Obispo County, Inc. as often as possible in posts 3. Keep posts short. Twenty-five words or fewer is a good goal. If more information is needed, it should be linked in a blog post. 4. Consider the rule of three when posting on social media. It is recommended each post include at least three of the following: Photo Video Link to a website Tag another page/person Hashtag 22 Likes 3 Comments Maria de la Rosa 8:03 AM What an awesome cause! I love being a part of our #CAPSLO family! #changinglives 20
CAPSLO Branding Quick Sheet COMMUNITY ACTION COLORS WITH GRAYSCALE FULL LOGO Should be used on all printed and visual materials. Must not be scaled smaller than 1.5 wide. CMYK: RGB: 0, 200, 100, 7, 43, 8218 RGB: HEX: 165, #C80752 0, CMYK: HEX: 0, #A50034 97, 59, 22 PMS 207 CMYK: RGB: 100, 0, 82, 45, 136 0, 37 CMYK: RGB: 41, 75, 28, 79, 22, 8470 RGB: HEX: 0, #005288 56, 101 RGB: HEX: 75, #4B4F54 79, 84 CMYK: HEX: #003865 99, 72, 22, 6 CMYK: HEX: 41, #4B4F54 28, 22, 70 PMS 2955 PMS 7540 DIVISION DIVISION COLORS COLORS (WARM) (WARM) RGB: CMYK: 200, 8, 5, 201, 7, 16 199 RGB: HEX: 200, #C8C9C7 201, 199 CMYK: HEX: #C8C9C7 8, 5, 7, 16 PMS COOL GRAY 3 HEART ICON Maybe used as an accent or in place of the full logo when there is not room for the full logo. BILINGUAL LOGO To be used when a document contains Spanish. CMYK: RGB: 60, 129, 100, 41, 0, 1440 RGB: HEX: 129, #812990 41, 144 CMYK: HEX: 60, #812990 100, 0, 0 PMS PMS 2602 C CMYK: RGB: 0, 200, 100, 7, 43, 8218 CMYK: RGB: 0, 243, 70, 112, 100, 330 RGB: HEX: 165, #C80752 0, RGB: HEX: 243, #F37021 112, 33 CMYK: HEX: 0, #A50034 97, 59, 22 CMYK: HEX: 0, #F37021 70, 100, 0 PMS 207 PMS 158 C DIVISION COLORS COLORS (COOL) (COOL) CMYK: RGB: 255, 0, 19, 205, 95, 30 0 RGB: HEX: 255, #FFCD1E 205, 30 CMYK: HEX: #FFCD1E 0, 19, 95, 0 PMS 116 CAPSLO APPROVED FONTS The Verdana family of fonts should be used in printed and digital materials, such as letterhead, flyers, posters, CMYK: RGB: 100, 0, 45, 82, 0, 136 37 RGB: HEX: 0, #005288 56, 101 CMYK: HEX: #003865 99, 72, 22, 6 PMS PMS 2955 2955 CMYK: RGB: 100, 0, 103, 50, 0, 172 10 RGB: HEX: 0, #0067AC 103, 172 CMYK: HEX: 100, #0067AC 50, 0, 10 PMS PMS 2386 2386 CC CMYK: RGB: 100, 0, 143, 0, 45, 13820 RGB: HEX: 0, #008F8A 143, 138 CMYK: HEX: 100, #008F8A 0, 45, 20 PMS 7716 C CMYK: RGB: 50, 127, 0, 181, 100, 57 10 RGB: HEX: 127, #7FB539 181, 57 CMYK: HEX: 50, #7FB539 0, 100, 10 PMS 368 C advertisements, etc. When Verdana is not available, Calibri should be used. CAP CAP RED RED TINTS The Calibri font family is preferred for body text and in text-heavy documents such as reports, grant applications, letters, memos, etc. In these instances, Verdana may still be used for titles and headings as desired. CMYK: RGB: 0, 100, 200, 43, 7, 82 18 RGB: HEX: 165, #C80752 0, CMYK: HEX: #A50034 0, 97, 59, 22 PMS PMS 207 207 CMYK: RGB: 216, 4, 78, 81, 30, 133 2 RGB: HEX: 210, #D85185 91, 115 CMYK: HEX: 0, #D25B73 63, 38, 15 PMS PMS 702 205 CMYK: RGB: 233, 0, 46, 155, 12, 185 0 RGB: HEX: 232, #E99BB9 156, 174 CMYK: HEX: #E89CAE 0, 33, 21, 9 PMS PMS 197 204 RGB: CMYK: 247, 0, 16, 229, 4, 236 0 RGB: HEX: 242, #F7E5EC 212, 215 HEX: CMYK: #F2D4D7 0, 7, 4, 3 PMS PMS 698 705 There will be instances when another font is necessary or preferred for a particular campaign or project. CAP BLUE TINTS Please contact branding@capslo.org with questions about fonts, to request full logo files, or for other branding matters. CMYK: RGB: 100, 0, 45, 82, 0, 136 37 RGB: HEX: 0, #005288 56, 101 CMYK: HEX: #003865 99, 72, 22, 6 PMS PMS 2955 2955 CMYK: RGB: 63, 0, 135, 37, 2, 224 0 RGB: HEX: 103, #0087E0 135, 183 CMYK: HEX: 100, #6787B7 40, 0, 12 PMS PMS 7682 2925 CMYK: RGB: 148, 42, 23, 169, 2, 203 0 RGB: HEX: 148, #94A9CB 169, 203 CMYK: HEX: #94A9CB 42, 23, 2, 0 PMS PMS 7681 2915 RGB: CMYK: 194, 23, 231, 0, 1, 255 0 RGB: HEX: 185, #C2E7FF 217, 235 CMYK: HEX: #B9D9EB 24, 9, 0, 0 PMS PMS 290 290