U.S. Department Of Veterans Affairs: Graphic Standards: Tier 1 VA 508 Standards Guide 013113

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Tier 1

Graphic Standards:

Foundation for Brand Maintenance and Evolution

Version 1.0 August 2012

Contents 3 Introduction

4 Absolutes: Essential and Unchangeable

Elements of the VA Brand

5 Organizational Identiers

6 VA Parent Signature

7 VA Parent Signature: Color Options

8 VA Administration & Oce Identiers

10 VA Seals: New Scalable Vector Rendering

11 VA Seal: Approved Seal Source File Review

12 VA Seal: Retired Seals

13 VA Seal: Minimum Size Usage

14 VA Seal/Parent Signature: Minimum Clear Space

15 VA Seal/Parent Signature: Incorrect Usage

17 Color

18 Color: VA Primary Brand Colors

19 Color: VA Secondary Brand Colors

20 Color: VA Extended Palettes

21 Color: Screens & Tints

22 Color: Two-Color Printing

23 Typography

24 Typography: General Body Text

25 Typography: Title/Accent Text

28 Typography: Non-Graphics Professionals

29 Typography: Appropriate Color Usage

32 Typography: Incorrect Applications

34 Design

35 Design: Incorrect Applications

37 Imagery: Philosophy and Guidance

38 Imagery: Incorrect Photography Applications

41 Imagery: Monotone Photography Usage

42 Imagery: Appropriate Illustration Techniques

43 Design Inspirations

44 The VA Thread

45 VA Sub-Identiers: Transition to Unison

46 VA Sub-Identiers: Administration Oce Identifying Motif Option

47 VA Sub-Identiers: Design Tactics for Special Situations

48 VA Sub-Identiers: Design Tactics for Special Programs and Events

49 Special VA Internal Sub-Identier: I CARE

51 General Design Applications

52 Stationery: Example Letterhead

53 Stationery: Example Envelopes

54 Stationery: Example Business Cards

55 PowerPoint®: Primary Template

57 PowerPoint®: Alternate Design Inspiration

58 Example Fact Sheets

61 Example Award Certicates

62 Design Inspirations: Hypothetical Applications

70 Preight Checklist

Introduction The U.S. Department of Veterans Affairs (VA) Tier 1 Graphic Standards showcases major

elements of the VA brand identity system and provides guidelines for their correct use in

creating new components of the VA brand identity. The purpose of establishing a brand identity

is to create more accessible communication products which are well designed and consistently

provide clear and accurate information to Veterans about VA benets and services.

As outreach and communications efforts continue to grow, VA must project a strong,

consistent identity to further shape the way Veterans, their families, and other constituents view

VA. This authoritative resource has been formed accordingly, organizing the presentation of core

brand attributes to improve overall condence in VA and better assert its value in the marketplace.

Careful observance and compliance with these guidelines is critical in conveying VA progress and

relevance, and contributes to distinguishing VA as the primary and essential organization serving

Veterans in the U.S. Employing this guidance ensures that approval processes for ongoing creative

for communications and outreach are more efcient, and the output more effective.

Within this document are both set requirements which cannot be altered, as well as inspirational

guidelines providing creative exibility for more original interpretations. For design ease and

brand consistency, key elements such as the VA Signature are provided as accompaniments to this

document as ready-to-use images in various electronic formats, (EPS, JPG, etc.) eliminating the

need for font matching, color selection and Identier construction.

This document is the solely-approved standard graphic identity guide for VA, authorized by the

Ofce of the Secretary. It is to be used to mark all programs, projects, initiatives, campaigns,

activities, and public communications that require Department identication. Always use the

provided les, and never attempt to recreate or modify the xed VA Seal or VA Signature options.

Absolutes:

Essential and

Unchangeable

Elements of

the VA Brand

This document is intended to illustrate not only the basic brand tenets of the VA

identity, but to inspire a wide range of creative design options that t within a cohesive family.

With this in mind, there are some elements that are not to be modied.

Pages six through 42 delineate core brand attributes which may not be altered or rearranged

(with the exception of specic name/contact information needed on stationery items).

Primarily, these refer to the VA Seal and Signatures, which are provided in a number of ready-

to-use electronic formats, and within pre-designed templates.

Neither the VA Seal, Signature, nor Administration and Ofce Level Identier arrangements

should ever be recreated manually (using only the provided templates), or altered in any way.

On page seven, you will see the approved template options—including horizontal and stacked,

as well as an array of full-color and one-color options—which represent the only approved

versions of this key brand component.

Organizational

Identiers

The most crucial element of the VA Tier 1 Graphic Standards is the system by which VA

identies itself and its organizational components to public and Veteran audiences. This

document therefore establishes required combinations of the VA Seal and accompanying

naming text—called “Signatures”—in order to ensure clear communication of the VA

brand across the entire Department. The following section illustrates approved Signature

arrangements for use in all creative for materials where the Department seal is used.

Also addressed is the important issue of legacy VA Identiers. The stylized, illustrated

VA “logo”—competing with the VA Seal for brand relevance—should no longer appear

in general VA communications and should only be used for challenging sizes and surfaces

such as in signage, small giveaways, etc. The newly established VA Parent Signature—which

also incorporates a newly illustrated VA Seal, shown on page 10—must be the dominant

Identier of the U.S. Department of Veterans Affairs both to minimize confusion and

emphasize the fact that VA is a U.S. Federal Government Cabinet-level agency.

The VA Parent Signature must appear in an approved prescribed form on all VA materials.

Each approved VA Parent Signature is provided in a number of ready-to-use electronic

formats, and within pre-designed templates. Ofcial Signature options are provided in the

VA Brand Graphics Repository and must never be recreated manually, or altered in any way.

The VA Parent

Signature

In order to facilitate progress in the way VA presents itself, build

public condence, and assure its relevance to both public and Veteran

audiences, The Oce of the Secretary has commissioned the new VA

Parent Signature to return focus to the core VA brand, with the VA Seal

featured as the primary element and naming text for optimal readability.

More than just a "logo," the VA Parent Signature is a combination

of elements comprising the essence of the VA brand identity.

The VA Signature is comprised of four elements:

"VA" lettering, rapidly identifying VA by its well-known acronym

Vertical divider rule

The timeless, uncompromised VA Seal

“U.S. Department of Veterans Aairs” title typography for optimal

readability at smaller sizes

The VA Signature is the core design element around which

the brand is created. It focuses exclusively on the VA Seal,

and introduces title text which appears in a timelessly

elegant but warm and approachable serif font.

The horizontal VA Signature shown below is the primary version and

should be used whenever possible. However, in some instances a

vertically-stacked VA Parent Signature option may be necessary for

more narrow, vertical brochures, ads, banners, etc. As with all VA Parent

Identiers, this arrangement is provided in a variety of electronic le

formats (EPS, JPG, etc.) and should not be recreated, rearranged or

distorted in any way.

Ready-to-use VA Signatures are available in the VA Brand Graphics

Repository.

Important:

The designs shown at right are

set layouts which are not to be

rearranged or re-proportioned.

They are provided as ready-to-

use, indivisible graphics in various

electronic formats, (EPS, JPG,

etc.) eliminating the need for

font matching and component

arrangement. Always use the

provided les, and never attempt to

recreate the VA Seal or Signature.

Anatomy of the VA Parent Signature

"VA" TYPOGRAPHY

2VERTICAL

DIVIDER RULE

4TITLE TYPOGRAPHY

3NEW VECTOR

VA SEAL

(SEE PAGE 8)

Stacked VA Parent Signature

THE VA PARENT SIGNATURE

VA Parent

Signature:

Color Options

The options on this page show approved color applications and

arrangements for both full-color and one-color versions of the VA

Parent Signature. The one-color version is mostly to be used for one-

or two-color printing. In such scenarios, the one-color VA Parent

Signature must be printed in either all VA Navy (see page 18) or all black.

In such cases where black is the only color being applied,

the 100% black version of the VA Signature should be used.

The approved full-color VA Parent Signature (horizontal or stacked)

is to be printed in all full-color printing applications, and must be

placed on an appropriate background color or suitably solid area of a

given image or appropriate imagery. For consistent presentation—a

critical component of maintaining brand integrity—do not alter these

prescribed options in any way, including color density (tints or gradients),

arrangements, etc.

Full-Color Printing

Special vector PDF options are supplied

for one- or two-color printing, which

provide sucient Seal contrast. For such

projects, the VA Signature should only be

printed in black or VA Navy on white—or

very light—backgrounds; or reversed as

shown on this page.

One- or Two-Color Printing

In certain situations, it may be

determined that inclusion of “VA” next to

the Seal as shown right is not optimal for

a given layout, and that an abbreviated

Signature (shown below) would be more

appropriate for the overall design.

VA PARENT SIGNATURE: COLOR OPTIONSVA TIER 1 GRAPHIC STANDARDS

VA Administration

& Ofce Identiers:

Distractions from

Brand Clarity

This page shows an array of past VA Sub-Identiers that appear as

individualized identities or initiatives, each with an unclear connection

to VA. Although the design quality and executions exhibited in many

such marks are strong, the collective visual presence of such branding

diversity does little to convey aliation with VA. This condition creates

unnecessary obstacles for communicating VA involvement, unity, and

relevance—leaving viewers to wonder how and where each ts with

VA and how much each is relevant to their future. This illustration

demonstrates the certain need for VA communicators and participating

creative professionals to support VA in establishing standards for

basic brand appropriateness. It is of utmost importance to clearly and

immediately identify VA aliation in all components of Administration

and Oce level outreach and communications. Programs, initiatives,

services, and resource groups should clearly establish VA authority

in the minds of Veterans and their families seeking earned benets

and services, as well as public, legislative and media constituents for

ecient navigation of the VA organization and greater understanding

of its strengths and accomplishments.

VA TIER 1 GRAPHIC STANDARDS VA ADMINISTRATION & OFFICE IDENTIFIERS

VA Administration

& Ofce-Level

Identiers:

Format Solutions

for Unison

The following format solutions—appropriate alternatives to creating

unnecessary departmental “logos” or “sub-brands”—show how all

divisions of VA are to be identied using a single unied formula.

Below are the sole approved template-based treatments for

both Administration and inter-oce identication. These format

settings are required for use in identifying all segments of VA in

order to eliminate undue Veteran confusion from "logo clutter" in

communications and outreach vehicles. This solution provides clear

and exact information on which Administration and Oce is providing

a given message, eliminating the distraction brought on by visually

randomly devised organizational Identiers.

Administration Level Signatures: Horizontal and Stacked Versions

VA SEAL

AGENCY NAME

FONT: MYRIAD PRO BOLD

COLOR: BLACK

HORIZONTAL RULE

COLOR: BLACK

2ADMINISTRATION NAME

FONT: MYRIAD PRO REGULAR

COLOR: BLACK

National Cemetery Administration

Veterans Health Administration

U.S. Department

Veterans Health

Administration

U.S. Department

Administration

U.S. Department

National Cemetery

Administration

Example Inter-oce or Program Signatures

U.S. Department

Veterans Health

Administration

Information

Veterans Health Administration

U.S. Department

Veterans Health

Administration

Information

U.S. Department

Veterans Health

Administration

Information

See pages 46-49 on best practices for creating Sub-Identiers for special programs, events, etc.

VA TIER 1 GRAPHIC STANDARDS VA ADMINISTRATION & OFFICELEVEL IDENTIFIERS

VA Seal:

New Scalable

Vector Rendering

The original Ocial VA Seal was created in 1989 to represent the

newly established Department of Veterans Aairs, converted in 1988

from the Veterans Administration. Its regally distinguished rendering

respectfully reects the VA mission and esteemed Cabinet-level status

within the U.S. Federal Government. This symbol purely and eectively

represents the core essence of the VA brand with timeless and stately

illustration and colorization techniques. In maintaining a proper VA

brand image, consistent quality and appearance in all reproductions of

the VA Seal is paramount.

Bitmap-formatted les (.JPG, .TIF, .GIF, etc.) present inherent challenges

in both enlargement, with signicant image degradation, and

placement in certain publishing formats with surrounding white

boxes without proper masking. Therefore, vector-formatted les

(.AI, .EPS and vector .PDFs) are used ubiquitously for identier les

in most major brands. Given that, a vector illustration was created in

the past to address this need and has been commonly used for some

time. However, the colorization and rendering style are not deemed

adequately similar to the ocial original Seal, and a new vector

rendering has been created to replace it.

This new, accurately-depicted version of the VA Seal provides all of the

image quality, visual consistency, scalability, and exibility needed by

creative and communications professionals in achieving the highest

visual quality standards. It replaces the previously used version and

is recommended for use in all print applications of the VA Seal. Use of

a bitmap (i.e., JPG) version of this new Seal illustration is encouraged

for use in presentation formats, such as Microsoft™ Oce® products,

for smaller document les sizes (the complex nature of this vector

illustration adds approximately 2MB for each appearance).

Absolutely NO changes to the new vector Seal are permitted.

Ocial Primary Bitmap VA Seal

ZOOM IN FOR

COMPARISON

Newly Rendered Primar y Vector VA Seal

ZOOM IN FOR

COMPARISON

Retired Vector VA Seal

stars & disk

Bird & Flags

text

VA SEAL: NEW SCALABLE VECTOR RENDERING

VA Seal:

Approved Seal

Source File

Review

The les below are the ocial electronic versions of the VA Seal.

These les are provided as the principle component of the complete VA

Signature (with “U.S. Department of Veterans Aairs” naming text) in

a variety of formats and rendering styles so one can select the version

that best ts the many varied reproduction situations that must be met

with appropriate branding source les. Carefully note the dierences

between each available format option shown below.

Use these source les to incorporate into your artwork, scaling them

as necessary. The Seal designated by asterisks below should always

be the rst options considered for common print and web uses

respectively. The other designs are provided for specic situations as

described for each.

Primary VA Seal: Full-Color VA Seal: One-Color

*Newly rendered version of Seal in

scalable vector le format.

This Seal (almost indistinguishable from

the ocial original version as shown on

the previous page) is to be used for all

forms of full-color printing.

Vector-formatted les are innitely

scalable without image degradation or

inconsistent output and are ideal for all

forms of printed materials, display panels,

banners, motor vehicles, etc. on surfaces

which do not detract from image quality

and consistency at the size to be printed.

In order to achieve minimum le sizes

when using Signatures with the full-color

vector Seal (i.e., for online or email

dissemination of PDF or Microsoft®

Oce® les), it is recommended that

the ocially-prepared, optimized PDF

versions be used.

*Bitmap version of new Seal illustration.

A bitmap (pixel-based) version of the new

Seal illustration is also available in the VA

brand graphics repository for use when le

size, rather than scalability, is an issue.

Although this format has very limited

enlargement capabilities, it is ideal

for use in web/screen uses, in internal

communications programs such as

Microsoft™ Oce®.

NOTE: Each time you re-scale a le that

is in bitmap format, you lose detail and

image quality in the artwork. Always start

with the highest resolution source le to

create newly-sized bitmap les—preferably

convert the new vector Seal illustration

slightly larger than the size needed.

Image quality varies with bitmap imagery

due to the amount of compression and

optimization applied in order to reduce le

size (the Seal shown above left was heavily

optimized in the creation of this PDF).

Use ONLY for printing the Seal in

one solid ink color—VA Navy, black

or knocked out white only, see

page eight— on a high contrast

background color.

The vector format allows for

unlimited scaling without any image

deterioration, and is intended for

use primarily in one-color printed

materials, or in full-color materials

which are ooded with color to the

point where the presence and/or

readability of the full-color Seal would

be diminished.

This Seal version is well suited for use

on items such as signage, banners,

ad specialties, screen printing, etc.

or in one- or two-color printing. It is

not intended for use or as any sort of

background or "watermark."

Given the small le size of these one-

color versions of the Seal, there should

be no need to convert from vector to

bitmap for le size reduction.

VA TIER 1 GRAPHIC STANDARDS VA SEAL: APPROVED SEAL SOURCE FILES

VA Seal:

Retired Seals

& Logo

No further use of the Legacy

Identiers shown on this

page is permitted.

The Ocial VA Seal—regal, honorable and exuding strong authority—is

deemed the core of the VA visual brand. It is lasting, well-known and

unchangeable. It adequately and appropriately conveys VA’s status as a

Cabinet-level agency. Proper use of the new VA Parent Signature will lay

a strong foundation for a timeless visual identity that more accurately

represents a modern and unied U.S. Department of Veterans Aairs.

Appropriate, consistent reproduction of the Ocial VA Seal (in both

full- and one-color) is critical for instant recognition, and any renderings

appearing noticeably dierent or unbalanced must be retired. Below

are example Seal renderings, and Legacy Logotype, in circulation which

are no longer approved for any sort of use. If you have these les on

your computer, it is advised that you delete them and obtain the newly

updated and approved les for optimal brand consistency.

Retired VA Seals:

Legacy "Vector" (scalable)

Full-color Seal

The colorization and rendering style

in this legacy vector version of the VA

Seal is no longer deemed adequately

similar to the ocial Seal. A new

vector rendering has been created to

replace it for more consistent color

and composition. Please use the newly

developed vector version of the Ocial

VA Seal shown on page 10.

Legacy "Vector" (scalable)

One-color Seal Options

The above one-color variations of

the VA Seal have been replaced with

a single, re-colorized version which

has been updated to reproduce more

cleanly and visually balanced at all

sizes. The approved new one-color

vector VA Seal required for use is

shown on the previous page.

Retired VA Logotype:

Legacy One-color

VA “Logotype”

The illustrated legacy VA “Logotype” shown above should no longer be used in any

circumstances (except limited applications to signage, per the VA signage standards

manual). Its stylized design does not incorporate the VA Seal, the core of the VA

visual brand. Widely used throughout VA branding and communication design in

lieu of the VA Seal, the VA “Logotype” was originally designed for use when VA was

an Administration-level agency several decades ago. Its heavily distinct and dated

illustration style evokes a bygone time when this graphic look was popular and

ubiquitous, and it is reminiscent of an era prior to many signicant advancements in

VA technology, operations, status, and public perception.

VA TIER 1 GRAPHIC STANDARDS VA SEAL: RETIRED VERSIONS

VA Seal:

Minimum

Size Usage

Preferred Minimum VA Signature Size in General Usage

To retain the visual integrity of the VA Parent

Signature, the VA Seal should never be reduced

to smaller than 0.75" x 0.75", with

the title typography no smaller in relative

proportion.

The illustration at left shows the preferred

minimum size for the VA Parent Signature

and how it is measured.

The VA Parent Signature should be reduced

to its minimum size only when absolutely

necessary when used in the smallest

applications or formats. Detail in the VA Seal

becomes lost when the Signature is greatly

reduced, particularly the lettering.

The Signature is provided in various electronic

formats (EPS, JPG, etc.) and should not be

recreated or distorted in any way. It has

been designed to accommodate standard

applications and page sizes, and is included

in the corresponding templates for your

convenience.

0.75"

PREFERRED

ABSOLUTE

MINIMUM

SIZE

1/2"

MINIMUM SIZE

IN ALL

STANDARD USAGE

3/4 "

OPTIMUM

SIZE

VA SEAL: MINIMUM SIZE USAGE

VA Seal/Parent

Signature:

Minimum

Clear Space

A specied clear space ensures the integrity

and impact of the VA Seal and Signatures. It

is important that enough space is maintained

around the logo to clearly convey the identity

without competition.

A space equal to half of the height of the

VA Seal should be maintained around the

entire VA Parent Signature.

"X" illustrates the minimum amount of clear

space that should be used around the Seal

and typography at all times.

x x

VA SEAL/PARENT SIGNATURE: MINIMUM CLEAR SPACE

VA Seal/Parent

Signature:

Incorrect Usage

The following restrictions are in accordance with those originally provided for the VA Seal at http://vaww4.va.gov/6102/seals.asp.

In addition, the only correct congurations of the New VA Parent Signature are as shown on pages seven, eight and ten—horizontal or stacked

formats, either in full-color or one-color solid VA Navy or black (see these colors on page 18). No other color combination is allowed for the

reproduction of the New VA Parent Signature under any circumstances, nor is the omission of any Parent Signature element. A few typical

incorrect examples are shown below.

1 Never use the VA Seal/Parent Signature

at an opacity less than 100% or use it as

a faint “watermark” behind text.

2 Never overlay any graphic/element/type

onto the VA Seal/Parent Signature.

3 Never alter or replace the text in the

VA Seal/Parent Signature.

4 Never alter any element of the

VA Seal/Parent Signature, such

as substituting logos.

5 Never apply eects to the VA Seal/Parent

Signature, such as simulated embossing

or altering colors.

6 Never add drop shadows to the

VA Seal/Parent Signature.

4 5

Text Overlay

VA Seal/PARENT SIGNATURE: INCORRECT USAGE

VA Seal/Parent

Signature:

Incorrect Usage

CONTINUED

7 Never reposition or re-proportion

elements of the VA Signature.

8 Never skew, rotate, distort, or

otherwise alter elements.

9 Never blur or ghost VA Signature

elements, or apply any type of

digital eects.

10 Never place the VA Signature over

a distracting photographic image.

11 Never omit elements/words from

the VA Signature.

12 Never alter or substitute

VA Signature fonts.

13 Never use the one-color VA Signature

on a dark background without converting

the type and rule to white.

14 Never use the full-color VA Signature

on a dark background without converting

the type and rule to white.

15 Never reverse/invert the one-color

VA Signature.

7 8

13 14 15

11 12

Veteans Aﬀairs U.S. Department

of Veterans Affairs

VA SEAL/PARENT SIGNATURE: INCORRECT USAGE

Color Appropriate use of color is key in establishing brand identity. The established primary

colors on page 18 set the tone, while a family of secondary accent colors on pages 19–20

can be applied as to divide and code information, punctuate layouts, and provide adequate

diversity in the look of VA corporate communication vehicles. Used discretely and

consistently, these top-level color sets will complement an array of other xed corporate

brand elements and suitable photography, provide contrast in layouts and create visual

patterns necessary for VA brand recognition and unity.

In all color usage for corporate-level communications, screens/tints of both blues should

be used very sparingly, and reds should only be used at full saturation to avoid appearing

pink. Effects such as gradients and tints should be applied sparingly, as not to overpower the

layout or draw attention from the VA brand.

Within VA there is substantial variation in the audiences and objectives pursued by

individual stakeholders, and additional considerations have been given to facilitate creative

expression which would otherwise be inappropriate for corporate-level communications.

Therefore, color usage in Sub-Divisional campaigns and initiatives provides more exibility

through a broader selection of color ranges. These are for qualied creative professionals to

use as a design element that allows greater individuality. When in doubt though, following

the Primary and Secondary corporate-level colors is always a brand-safe option.

For guidelines on appropriate color with typography, see pages 29 through 31, photography

on page 38 and general design on pages 51 through 69.

Color:

VA Primary

Brand Colors

The following Primary Brand Colors have been established to aide in

maintaining a consistent VA brand identity. They reect the colors used

in the New VA Signature, provide ample contrast on the page, and

engage the viewer with positivity and patriotism.

These colors can be eectively used as type and/or solid elds of color—

see pages 29 through 31 for guidelines on appropriate color typography

usage. The main VA Brand color is VA Navy. Reds should be used leanly as

accent and trim—too much red can be overly distracting.

Using the Primary Brand Color

palette helps to establish

and strengthen the VA brand.

Don't forget to bring them

into your designs.

NAVY

SPOT COLOR

PMS 541 C

PMS 541 U

4-COLOR PROCESS

DS 206-1 C

C = 100

M = 60

Y = 0

K = 40

DS 209-1 U

C = 100

M = 50

Y = 0

K = 20

ON SCREEN

R = 0

G = 63

B = 114

WEB

Hex

003F72

LIGHT BLUE

SPOT COLOR

PMS 7461 C

PMS 2995 U

4-COLOR PROCESS

DS 221-2 C

C = 100

M = 30

Y = 0

K = 0

DS 225-3 U

C = 100

M = 10

Y = 0

K = 0

ON SCREEN

R = 0

G = 131

B = 190

WEB

Hex

0083BE

RED

SPOT COLOR

PMS 1797 C

PMS 1797 U

4-COLOR PROCESS

DS 77-1 C

C = 10

M = 100

Y = 100

K = 0

DS 90-1 U

C = 100

M = 80

Y = 0

K = 0

ON SCREEN

R = 198

G = 38

B = 46

WEB

Hex

C4262E

DARK RED

SPOT COLOR

PMS 188 C

PMS188 U

4-COLOR PROCESS

DS 106-1 C

C = 30

M = 100

Y = 70

K = 30

DS 93-1 U

C = 0

M = 100

Y = 80

K = 40

ON SCREEN

R = 119

G = 36

B = 50

WEB

Hex

772432

C=Coated U=Uncoated

COLOR: VA PRIMARY BRAND COLORS

Color:

VA Secondary

Brand Colors

In addition to the VA Primary Brand Colors illustrated on page 18, the following VA Secondary Brand Colors may be used sparingly for accents

and tones, and are ideal in more creative applications. For an even wider range of creative colors, see page 20.

GREEN

SPOT COLOR

PMS 575 C

PMS 575 U

4-COLOR PROCESS

DS 297-1 C

C = 50

M = 0

Y = 100

K = 40

DS 305-3 U

C = 25

M = 0

Y = 95

K = 35

ON SCREEN

R = 89

G = 133

B = 39

WEB

Hex

598527

GOLD

SPOT COLOR

PMS 129 C

PMS 128 U

4-COLOR PROCESS

DS 5-4 C

C = 0

M = 10

Y = 100

K = 0

DS 5-4 U

C = 0

M = 10

Y = 100

K = 0

ON SCREEN

R = 243

G = 207

B = 69

WEB

Hex

f3cf45

ORANGE

SPOT COLOR

PMS 1575 C

PMS 1585 U

4-COLOR PROCESS

DS 49-3 C

C = 0

M = 50

Y = 70

K = 0

DS 49-3 U

C = 0

M = 50

Y = 70

K = 0

ON SCREEN

R = 247

G = 149

B = 91

WEB

Hex

f7955b

BLUE GRAY

SPOT COLOR

PMS 7544 C

PMS 7545 U

4-COLOR PROCESS

DS 327-6 C

C = 10

M = 0

Y = 0

K = 50

DS 327-4 U

C = 20

M = 0

Y = 0

K = 70

ON SCREEN

R = 131

G = 144

B = 151

WEB

Hex

839097

LIGHT GRAY

SPOT COLOR

PMS Cool Gray 3 C

PMS Cool Gray 3 U

4-COLOR PROCESS

DS 325-8 C

C = 0

M = 0

Y = 0

K = 15

DS 326-8 U

C = 20

M = 10

Y = 15

K = 0

ON SCREEN

R = 220

G = 221

B = 222

WEB

Hex

dcddde

SAND

SPOT COLOR

PMS 4525 C

PMS 4525 U

4-COLOR PROCESS

DS 26-8 C

C = 10

M = 15

Y = 35

K = 0

DS 49-3 U

C = 0

M = 7

Y = 39

K = 17

ON SCREEN

R = 194

G = 180

B = 143

WEB

Hex

cccc99

OLIVE

SPOT COLOR

PMS 5777 C

PMS 453 U

4-COLOR PROCESS

DS 312-6 C

C = 5

M = 0

Y = 50

K = 25

DS 312-6 U

C = 5

M = 0

Y = 50

K = 25

ON SCREEN

R = 163

G = 168

B = 107

WEB

Hex

bec292

C=Coated U=Uncoated

VA TIER 1 GRAPHIC STANDARDS COLOR: VA SECONDARY BRAND COLORS

Color:

VA Extended

Palettes

Given that VA communications reach many dierent audiences for a

variety of purposes, this Extended Palette is provided for use in Sub-

Divisional campaigns and initiatives. Qualied creative professionals

can utilize the colors below to evoke a certain mood or distinguishing

colors for multiple-piece products. As well, the Primary and Secondary

Palettes shown on the previous two pages are always good to use

when in doubt. Please note the characteristic for each grouping of

colors, and try to use them within a single piece. In other words, stay

within the same color grouping. For hypothetical design examples, see

pages 65 through 69.

Don't forget to build the

Primary Brand Colors into

your design of corporate-level

publications.

The Extended Palettes help to

create dierent moods within

VA-branded pieces.

VA Deep Tones

PMS 392 C

PMS 1265 C

PMS 132 C PMS 1405 C

PMS 5835 C PMS 453 C

PMS 3435 C

PMS 476 C

PMS 549 C PMS 7535 C PMS Cool Gray

11 C

PMS 550 C

PMS 117 C PMS 5205 C PMS 5473 C

PMS 471 C

PMS 532 C

PMS 518 C PMS 466 C

CHARACTERISTICS: earthy, neutral, rich, solid, robust, quiet,

experienced, grounded, historic, muted

VA Light Tones

PMS 607 C PMS 150 C

PMS 570 C PMS 134 C

PMS 7525 C

PMS 310 C

PMS 2716 C PMS Warm Gray

3 C

PMS 366 C PMS 657 C

PMS 645 C

PMS 7499 C

PMS 1345 C

CHARACTERISTICS: cool, engaging, youthful,

feminine, light, airy, soft, muted, cheerful

VA Vibrant Tones

CHARACTERISTICS: dynamic, bright, energetic,

warm, fresh, strong, youthful, focused

PMS 2725 C PMS 7406 C

PMS 715 C PMS 7461 C

PMS Cool Gray

8 C

PMS 104 C

PMS 368 C PMS Orange

021 C

PMS 312 C PMS 130 C

PMS 585 C PMS 1797 C

COLOR: VA EXTENDED PALETTESVA TIER 1 GRAPHIC STANDARDS

Color:

Screens & Tints

Colors with sucient density may

occasionally be used at lighter

percentages to achieve a softer eect.

This is known as screening. Darker

colors oer a wider range of screens.

Similarly, darkening a color is known

as tinting. In some instances, you may

desire to have type and/or design

elements appear just a few shades

darker than your background color.

This eect can be achieved by using

a lighter background percentage.

While many colors in the VA Palette can

be screened, reds—particularly Red and

Dark Red within the VA Primary Brand

Colors—should always be used at full

saturation to avoid appearing as pink.

The swatches at right illustrate various

screens of some of the more common

colors in the VA Palette.

100% 90% 80% 70% 60% 40%50% 30% 20% 10%

100% 60%80% 40% 20%90% 50%70% 30% 10%

100%

60%

80%

40%

20%

90%

50%

70%

30%

10%

100%

60%

80%

40%

20%

90%

50%

70%

30%

10%

100% 60%80% 40% 20%90% 50%70% 30% 10%

NAVY

LIGHT BLUE

GREEN

ORANGE

BLUE GRAY

SAND

OLIVE

GOLD

RED

should only be used

at 100% to avoid

appearing as pink.

VA TIER 1 GRAPHIC STANDARDS COLOR: SCREENS & TINTS

Color:

Two-Color

Printing

Certain projects may require two-color printing only. Or, perhaps the

tone of the project simply warrants a two-color treatment. Ensure that

a harmonious pairing of colors is used that allows for sucient contrast

and a range of screen/tint options.

Avoid using red in two-color applications, unless it is used at full

density (100%) throughout. Below are some examples of acceptable

two-color combinations, as well as some to avoid.

This is just a small example of

acceptable two-color combinations.

Explore the possibilities and nd

a set that suits your project.

See page 20 for an expanded palette

that includes VA Deep Tones and

VA Light Tones for even more variations.

Approved Two-Color Printing Combinations

LIGHT BLUE + BLACK PMS 471 + BLACKNAVY + GOLD PMS 549 + GOLDGREEN + BLACK

LIGHT BLUE + NAVY PMS 471 + NAVYNAVY + OLIVE PMS 549 + PMS 1265GREEN + NAVY

LIGHT BLUE + GOLD PMS 471 + OLIVENAVY + SAND OLIVE + PMS 1265GREEN + GOLD

Avoid combinations that lack

adequate or appropriate contrast.

Incorrect Two-Color Printing Combinations

VA TIER 1 GRAPHIC STANDARDS COLOR: TWO-COLOR PRINTING

Typography

The typography of the VA brand identity can be broken down into two basic categories: general

body text and title/accent text. In most instances, general body text should be set

in Myriad Pro, as shown in pages 24 through 25. This typeface includes a number of different

weights, including condensed fonts which will ensure clean, legible text in your documents.

Title/Accent text is to be set in Georgia, as shown in pages 26 through 27. This elegant serif

font provides contrast to the general sans serif body text, and conveys a modern yet traditional

look and feel.

Occasionally, a layout may require a serif font for body text. In these cases, Georgia

can be used instead of Myriad Pro without compromising the brand. Similarly, Myriad Pro

can be used occasionally for title/accent text when a more progressive tone is required.

See pages 52 through 69 for example design with proper typographical applications.

It is understood that many users (particularly non-creatives) may not have access to Myriad Pro.

In these cases an alternate sans serif font, Calibri, (commonly available on PCs) may be used

instead—or, Georgia may be used throughout. See page 28 for full information on typography

for non-graphics professionals, as well as important notes on use in Microsoft® Ofce®.

The goal of branded fonts is to maintain simple, straightforward layouts. Pages 32 through 33

provide examples of ways not to use type. Never rotate, skew, manipulate, or add dropshadows

or outlines. For more layout options using color, see pages 29 through 31. For grid versatility

see the Design Inspirations section, beginning on page 43.

Typography:

General Body Text

Myriad Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890 (~!@#$%^&*}

Myriad Pro Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890 (~!@#$%^&*}

Myriad Pro Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890 (~!@#$%^&*}

Proper and consistent application

of typography to all VA vehicles of

communication is paramount in conveying

both legible and clear messaging

and providing brand recognition. The

typographical personality inherent in the

approved fonts, in their pure and unaltered

forms, must be continually repeated

across a span of pieces in order to preserve

their contribution as identiable brand

characteristics.

Myriad Pro is the typeface for use in all

communications from VA. Examples of

these fonts are shown at left. The Myriad Pro

family is very versatile and provides excellent

legibility in both print and digital media, and

is readily available for both PCs and Macs.

Myriad Pro Regular—with Myriad Pro Bold

and Myriad Pro Italic for emphasis within

text—should be used for all general body text

in both print and on-screen communications

in most situations. It can also be used

occasionally for headlines and/or display copy

when a sans serif font is more desirable than

Georgia, seen on page 26. Several examples

of suggested Myriad Pro headline treatments

appear on pages 65 through 69.

All fonts used by personnel creating communication vehicles for VA must be properly licensed. The Myriad Pro font

family is bundled with Adobe® creative products but licensing limitations apply. All users are required to reference their

respective Adobe licensing agreement to ensure proper usage. Any illegal or unauthorized usage of any fonts or other

such intellectual property is strictly prohibited.

TYPOGRAPHY: GENERAL BODY TEXT

Typography:

General Body Text

CONTINUED

Myriad Pro Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890 (~!@#$%^&*}

Myriad Pro Condensed Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890 (~!@#$%^&*}

Myriad Pro Bold Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890 (~!@#$%^&*}

Myriad Pro Bold Condensed Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890 (~!@#$%^&*}

In some instances, a condensed font is

necessary due to limited space, excess copy,

and/or narrow column width. The Myriad Pro

Condensed font family can be used in these

cases, but should not be the rst option.

Whenever possible, use the standard non-

condensed fonts.

Although the specic weights and

thicknesses shown on these two pages are

generally preferred, the entire Myriad Pro

font family is approved for use as well.

All fonts used by personnel creating

communication vehicles for VA must be properly

licensed. The Myriad Pro font family is bundled with

Adobe® creative products but licensing limitations

apply. All users are required to reference their respective

Adobe licensing agreement to ensure proper usage. Any

illegal or unauthorized usage of any fonts or other such

intellectual property is strictly prohibited.

TYPOGRAPHY: GENERAL BODY TEXT

Typography:

Title/Accent Text

Georgia Regular

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890 (~!@#$%^&*}

Georgia Italic

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890 (~!@#$%^&*}

Georgia

Georgia should typically be used for titles

and accent text. This serif font includes

Regular, Italic, Bold, and Bold Italic. Georgia

Regular and Italic will likely be most used.

In most instances, the lighter weights

(Georgia Regular and Georgia Italic) should

be used.

While body copy is ideally to be set in Myriad

Pro (see pages 24 through 25), there may be

some instances when a serif font is simply

more appropriate for certain sections of

body copy. When necessary, Georgia may be

used as well.

TYPOGRAPHY: TITLE/ACCENT TEXT

Typography:

Title/Accent Text

CONTINUED

Georgia Bold

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890 (~!@#$%^&*}

Georgia Bold Italic

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890 (~!@#$%^&*}

Georgia Bold & Bold Italic

Use Georgia Bold and Bold Italic sparingly

for additional emphasis. In most instances,

use the lighter weights shown on page 26.

VA TIER 1 GRAPHIC STANDARDS TYPOGRAPHY: TITLE/ACCENT TEXT

Typography:

Non-Graphics

Professionals &

Microsoft®

Product Usage

Myriad Pro fonts are stipulated for use by all creative and graphics

professionals in creating all oset-printed and publicly-distributed

communication vehicles (pages 23 through 24). However, in light of

the fact that most business professionals will not have ready access to

Myriad Pro fonts—which are more ubiquitous in the creative industry—

VA will require all future internal and presentation materials (i.e.,

Microsoft® Word® and PowerPoint® documents created by non-graphics

professionals) to be created using the more universally available PC font

family, Calibri, wherever sans serif font usage is desired.

Calibri, like Georgia, is a font family actually built into most PC operating

systems which provides the ability for document authors to create

typographical contrasts for accent purposes such as captions, subheads,

call-outs, and so on. However, please note that in such communications

Georgia remains the preferred primary font for use in main titles and

headlines (as it appears more formal and stately at larger sizes). Body text

may be rendered in either Georgia or Calibri per the document creator’s

discretion—sans serifs convey a more modern or technical feel, while

serifs connote a more conservative and ocial feel.

These requirements both help to ensure that most everyone has

immediate access to needed fonts, and facilitates consistent viewing

of a given piece by all recipients (i.e., text is less likely to re-ow, distort

or disappear). For these reasons, Myriad Pro is NOT to be used for

any presentations or internal communications which are intended

to be distributed, viewed and/or edited in Microsoft® Word® and

PowerPoint®, even if the original author has a licensed copy of Myriad

Pro on their work station.

Georgia Bold and Regular

(as well as an all-caps

title option) are shown in

the approved new main

PowerPoint® intro slide

template (right).

Calibri Font Family

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890 (~!@#$%^&*}

Note: Myriad Pro fonts have been replaced in

Microsoft®-based templates because they are not part

of the fonts that come with the PC Operating System.

Please use Calibri instead so that viewing/editing does

not require the download of Myriad Pro.

TYPOGRAPHY: NONGRAPHICS PROFESSIONALSVA TIER 1 GRAPHIC STANDARDS

Typography:

Appropriate

Color Usage Approved colors for title/headline/call-out text on white background:

Navy Light Blue Red Dark Red Black

Secondary colors should be used sparingly.

Whenever possible, Navy, Light Blue, Red

and Dark Red should be your rst option.

OrangeGreen Blue Gray

Title Title Title Title Title

Title Title Title

Approved colors for title/headline/call-out text on dark background/photo:

Light Blue Light GrayRed Gold White

Title Title Title Title Title

Approved colors for title/headline/call-out text on gray background/photo:

Dark Blue Gold White

Title Title Title

White type should be used on backgrounds of dark VA colors:

Title Title Title TitleTitle Title Title

This page shows preferred colors for special

sections or headlines in a number of dierent

situations. Colors should be high-contrast to

ensure readability, and should always utilize

the VA color palette.

Consistent, appropriate use of color in

typography is integral to maintaining

a recognizable brand across a body of

communication vehicles.

See page 20 for an expanded palette of

approved colors, including Deep Tones and

Light Tones, which may be used sparingly.

Follow the same basic guidelines that

are illustrated here for optimal contrast:

dark colors should only appear on light

backgrounds, and light colors should only

appear on dark backgrounds.

TYPOGRAPHY: APPROPRIATE COLOR USAGE

Typography:

Appropriate

Color Usage

CONTINUED

This page displays approved color

applications for type used as general

body text on various background colors

in the VA palette. Body text should typically

appear in either 100% Black or Navy, or

reversed to White.

Because body text typically appears between

10pt. and 12pt. weights, thin strokes may not

reproduce properly if the type color lacks

contrast. For this reason, only Black, Navy or

White type should be used for general body

text to provide adequate contrast—in both

hue and density—against the background

on which it appears.

If the background color is suciently dark,

(see examples at left) body text should be

reversed to white. On lighter backgrounds,

use Black or Navy body text.

Body text should be no smaller than 10pt.,

particularly if reversed to White, which

typically makes the type appear smaller.

POSITIVE TEXT NONREVERSED:

One- to two-color body text color(s)

should be Black or Navy.

FULLCOLOR PRINTING:

Body text color should be Black

or reversed to White.

Examples of general body text:

Black on White (positive) White on Black (reversed)

White on Navy

White on Red

White on Light Blue

White on Dark Red

One- or Two-Color Printing

Lorem ipsum dolar sit amet, consect-

etuer adipiscing elit, sed diam nonummy

nibh euismod tincidunt ut laoreet dolore

magna aliquam erat volupat. Ut wisi enim

ad minim veniam, quis adipiscing elit, sed

diam nonummy euisolutpat.

Lorem ipsum dolar sit amet, consect-

etuer adipiscing elit, sed diam nonummy

nibh euismod tincidunt ut laoreet dolore

magna aliquam erat volupat. Ut wisi enim

ad minim veniam, quis adipiscing elit, sed

diam nonummy euisolutpat.

Lorem ipsum dolar sit amet, consect-

etuer adipiscing elit, sed diam nonummy

nibh euismod tincidunt ut laoreet dolore

magna aliquam erat volupat. Ut wisi enim

ad minim veniam, quis adipiscing elit, sed

diam nonummy euisolutpat.

Lorem ipsum dolar sit amet, consect-

etuer adipiscing elit, sed diam nonummy

nibh euismod tincidunt ut laoreet dolore

magna aliquam erat volupat. Ut wisi enim

ad minim veniam, quis adipiscing elit, sed

diam nonummy euisolutpat.

Lorem ipsum dolar sit amet, consect-

etuer adipiscing elit, sed diam nonummy

nibh euismod tincidunt ut laoreet dolore

magna aliquam erat volupat. Ut wisi enim

ad minim veniam, quis adipiscing elit, sed

diam nonummy euisolutpat.

Lorem ipsum dolar sit amet, consect-

etuer adipiscing elit, sed diam nonummy

nibh euismod tincidunt ut laoreet dolore

magna aliquam erat volupat. Ut wisi enim

ad minim veniam, quis adipiscing elit, sed

diam nonummy euisolutpat.

Certain print projects may require one- or two-color printing only. In these cases, general body

text color must be either Black or Navy, or reversed to white.

Navy on White (positive) White on Navy (reversed)

Lorem ipsum dolar sit amet, consect-

etuer adipiscing elit, sed diam nonummy

nibh euismod tincidunt ut laoreet dolore.

Lorem ipsum dolar sit amet, consect-

etuer adipiscing elit, sed diam nonummy

nibh euismod tincidunt ut laoreet dolore.

Body text that is not on a color

background should appear in

100% black or Navy.

TYPOGRAPHY: APPROPRIATE COLOR USAGE

Typography:

Appropriate

Color Usage

CONTINUED

Examples of call-out text:

Lorem ipsum dolor sit amet, consectetur adipisicing

elit, sed do eiusmod tempor incididunt ut labore et

dolore magna aliqua. Ut enim ad minim veniam, quis

nostrud exercitation ullamco laboris nisi ut aliquip ex

ea commodo consequat duis aute irure dolor.

Lorem ipsum dolor sit amet, consectetur adipisicing

elit, sed do eiusmod tempor incididunt ut labore et

dolore magna aliqua. Ut enim ad minim veniam, quis

nostrud exercitation ullamco laboris nisi ut aliquip ex

ea commodo consequat duis aute irure dolor.

Lorem ipsum dolor sit amet, consectetur adipisicing

elit, sed do eiusmod tempor incididunt ut labore et

dolore magna aliqua. Ut enim ad minim veniam, quis

nostrud exercitation ullamco laboris nisi ut aliquip ex

ea commodo consequat duis aute irure dolor.

Call-out text may often dictate additional

colors from the extended VA Palette. Because

call-outs inherently consist of larger, bolder

letterforms, lighter colors can safely be

used. The examples at right show call-out

text in Blue Gray, Light Blue, and Olive,

respectively.

See pages 17 through 22 for a complete

range of color options and guidance.

VA TIER 1 GRAPHIC STANDARDS TYPOGRAPHY: APPROPRIATE COLOR USAGE

Typography:

Incorrect

Applications

1 Never set type to overlap a color/photo edge

all typesetting situations

AlL tYpEsEtTiNg SiTuAtion

all typesetting situations

all typesetting

all typesetting situations all typesetting

ALL TYPESETTING

all typesetting situations

ALL TYPESETTING

ALL TYPESETTING SITUATIONS ALL TYPESETTING SITUAT

ALL TYPESETTING SITUATIONS

all typesetting situations

or on top of a distracting texture.

2 Never vary character weights or styles.

3 Never expand or contract character spacing

in body text. Sparingly, smaller heads or

subheads may be set in all caps (non-bold,

non-italic) and tracked open to a max of 30.

4 Never apply any sort of garish eect to type,

such as outlines, dropshadows, or gradients.

5 Never expand or contract character width or

height, and never slant/skew type.

6 Never use any unapproved typefaces.

Avoid over-designing. Maintain simplicity

in designs and allow the interaction between

consistent typography and photography

usage to convey the recognizable “feel” of VA

materials. The visual personality of VA is clean,

graphic lines supported by strong imagery.

Keep pages and spreads clean of needlessly

distracting devices. "Less is more."

Typography must be set without such

inappropriate treatments as dropshadowing,

outlining, etc., which would both disrupt

brand harmony and diminish legibility.

Neither height nor width may ever be

expanded, condensed or skewed in any way.

Applied colors and color tints to typography

must remain solid—without gradation, line

patterns, lls, highlights, glow, color/style

jumbles, rule borders, edge eects or other

interfering motifs. Character spacing (space

between characters) for all body text must

always be set to zero. Only smaller heads and

subheads, set in all caps only, may be tracked

open to a maximum of 30—a technique to be

used very sparingly.

Use only the approved typefaces: Myriad

Pro, Georgia and Calibri. Only the approved

colors and fonts in this Graphic Standards

Guide are permitted.

TYPOGRAPHY: INCORRECT APPLICATIONS

Typography:

Incorrect

Applications

CONTINUED

7 Never apply colors to type that don't

provide enough contrast between

the font and paper.

8 Never apply colors to type that don't

provide enough contrast between

the font and background color.

9 Headlines must only be set in

approved colors (see page 28) at

100%—never apply shades or tints.

10 Always set type horizontally. Avoid

rotating words.

11 Do not overlap type in ways that

hinder readability.

12 Never ll characters with imagery,

texture, highlights, etc.

all typesetting situations

all type

setting

situations

all

TYPE all

TYPE

Proper font and color usage, as well as

artful employment of basic elements of

typographical design, such as color/size/

weight/style contrasts and layout composition

will ensure that the VA brand is always clear

and concise.

Type may never be overlapped or connected

to form an element of design for basic text

and headlines—the exception to this rule is

in creating Special Signatures for programs

and initiatives (must be used sparingly,

cautiously and under authoritative guidance).

See the example below for an appropriate

use of typography as such a rare and subtly-

incorporated design conguration in a

national communications initiative (suitable

for such treatment).

Do not overlap, rotate or ll any text with

a texture or photo. Ensure legibility with

appropriate hue/density contrast. See page 64

for an approved example of rotating type.

TYPOGRAPHY: INCORRECT APPLICATIONS

Design Design elements consist of photos, color blocks, typography, and linear devices. The VA Graphic

Standards system includes a number of ready-to-use elements that allow designers to create

products that are visually appealing, strategically balanced, and brand-approved.

Using unapproved design elements—such as fonts, colors, or techniques—weakens the VA

brand and undermines audience perception. It is important that designers and VA staff

understand these guidelines and adhere to them at all times.

Conventional brand guidelines have long been proven to be highly-effective in founding

organizational brand recognition and fostering public trust. VA depends on every creative and

non-creative communications professional to help convey a unied VA identity and strengthen

respect, condence, and relevance among the Veteran and public audiences. The VA goals of

quality and consistency will be met if all stakeholders earnestly adhere to basic standards.

Design:

Incorrect Applications

1 Do not apply prominent gradients

or dropshadows to color shapes.

Gradients can be subtly applied to

graphics, but not occupy more than

25% of the page. See page 46 and 66

for more information.

2 Do not apply graphic patterns or

textures.

3 Do not add borders or lines around

color blocks or photos.

4 Do not add tinted varnishes to

printed pieces.

5 Contrasting colors should be next

to each other, and they should be

visually appealing.

6 Do not use decorative rules or

borders.

5 6

Designs should not include gradients,

dropshadows, illustrated textures or patterns,

use overly decorative borders or outlines, odd

shapes or die-cuts, feathered photo edges,

silhouettes, photo or illustration collages,

unapproved colors or typography.

Photography and illustration should not be

skewed, compressed, disproportionately

sized, overlapped with typography or other

photos, blended, etc.

Only approved colors should be applied to

layouts, and colors should mostly remain

solid, with sparing use of tints for subtle

eect, and used in conjunction with each

other appropriately. Elements of design

such as typography, photography and

illustration must always be set without such

inappropriate and distracting treatments as

skewing, condensing, overlapping, blending,

feathering, etc. which visually degrade the

respectability and credibility of the materials.

DESIGN: INCORRECT APPLICATIONS

Design:

Incorrect Applications

CONTINUED

7 Never apply diagonal, rotated,

stretched, condensed, or ipped

design elements.

8 Only sparingly apply themed or

oddly-shaped graphics, die-cuts to

Imagery (subtle curves or clean

straight edges are generally

preferred). Never use severe zigzags

or other overbearing edges.

9 Do not use decorative lines or

borders.

10 Although certain high-quality

royalty-free illustration is approved

(sparingly, see page 42), never apply

whimsical ornamentation such as clip

art or decorative fonts which only

serve to diminish the importance and

credibility of VA materials.

Common design applications should never

include such unsuitable motifs and eects

as patterns, jagged or curved rules, or oddly-

shaped (non-rectangular or non-circular)

graphics/die-cuts/ photos.

Spend time and creativity on nding excellent

imagery and/or illustration. Do not use

decorative borders, curved type, rotated

type, special eects or commonly used

stock illustration as seen to the left. Focus on

imagery of real people, VA employees and of

course, Veterans.

Stock illustration and photography should

be high-quality, and high resolution. At full

size—without being enlarged or reduced

in size—the le should be at 300dpi. Select

images that are sharp, well-composed, and

relevant to the piece.

DESIGN: INCORRECT APPLICATIONS

Imagery:

Philosophy

and Guidance

Photography is one of the single most important devices available to the U.S. Department

of Veterans Affairs to convey the humanistic and patriotic nature of our efforts. An

image portrays a moment in time that is representative of VA’s work within the Veteran

community, which is why it is one of the most important design elements.

Emotions generated by each image should include feelings of respectful observance, quiet

urgency, deep importance, exalting dedication, and ceaseless progress.

Applied photography and illustration should be the highest quality obtainable within the

limits of available resources, and produced by a qualied professional. Imagery should

reect quality, resolution, sharpness, contrast, brightness, composition, and relevance to

the content. Imagery should be representative of the audience, show diversity, and show the

scope of VA’s work.

Use of photography is for education and inspiration. Applying unnecessary techniques only

detracts from sincerity and authenticity. Beyond color correcting and minor Photoshop

work, please limit unnecessary techniques and lters as they needlessly detract from the

authenticity of photographs.

Imagery:

Incorrect

Photography

Applications

1 Do not use imagery that is poorly

scanned or too light (“blown-out”).

2 Do not use imagery that is too dark

or oers insucient contrast.

3 Never incorporate or overlay graphic

patterns or textures on imagery.

4 Never apply any sort of lter eect

to imagery.

5 Never apply any sort of blurring to

any part of an image.

6 Never apply contrast or posterization

lters.

7 Never blend images into collages

with other images in an unnatural

manner.

8 Never distort, skew, condense, or

expand the original proportions of

an image.

Real is beautiful. Imagery must be as

realistic as possible, with a minimal amount of

retouching. Do not add heavy dropshadows,

glows, fades, outline borders, overlapping

images, or edge treatments that are feathered,

wavy, jagged, etc.

Do not rotate or skew images, or place in

unusual shapes—use square, rectangular, or

circular shapes only.

Imagery should always be used at its original

proportions—do not squeeze or stretch the

image to t within a certain size. Scaling an

image need to be done proportionally.

Be aware of the brightness, sharpness,

and contrast of an image. The image

needs to "read" as clearly as possible, and

without lters, blurs, textures, inverting or

posterization. Blended collages should be use

sparingly, and in as natural a way as possible

Visual eects often visually compete with the

rest of the layout, and appears unnatural.

PHOTOGRAPHY: INCORRECT APPLICATIONS

Imagery:

Incorrect Photography

Applications

CONTINUED

9 Apply gradients to imagery sparingly.

10 Silhouettes must have clean, natural

edges, and not appear hastily rendered

or cut out with scissors.

11 Do not use images that are of insucient

(low) resolution at the desired size.

12 Do not use images that appear grainy,

dirty, dust-speckled, or low-quality.

13 Never apply colored borders,

dropshadows, or background

glow to images.

14 Never apply feathered, jagged, or

ornamental edges to imagery.

15 Don't signicantly alter image quality,

invert, posterize, or distort color prole.

With the exception of minor retouching

and color correction, image quality and

content need to be maintained.

16 Never apply duotone or tritone lters

to imagery. Only full-color or monotone

images are permitted.*

*In two-color printing situations, monotone images

may be overlaid on a solid eld (or solid area of tint)

of another color, provided there is enough contrast

for the image to be fully distinguishable.

Images should always be used at sucient

resolution in both printed materials and

on-screen. Images at 72dpi are only usable

for online purposes, and should never be

enlarged. Printed images must be 300dpi at

full size.

Wherever possible, crop images to show

as much as possible—unless intentionally

cropping in on a specic element within the

composition. Cropping an image should

enhance the photo, not reduce readability. Do

not use distracting borders, feathered edges,

jagged or wavy edges, gradients, textures,

dropshadow or glow, unusual shapes or

silhouettes, overlapping images, inverting,

duotoning, or unapproved duotones.

Silhouettes are permitted, but must be

executed by a professional graphic designer

to ensure the edges are smooth and not

choppy.

Needless ornamentation creates distraction,

dilutes brand presence, and errantly promotes

showy designer tricks, rather than VA integrity,

maturity, and global importance.

PHOTOGRAPHY: INCORRECT APPLICATIONS

Imagery:

Incorrect

Photography

Applications

CONTINUED

Respect our ag.

American ag imagery will surely often be used in layouts. It is important to remember how the American

ag should be represented. Avoid placing text or any other design elements over a photo of the American

ag. Instead, allow the full beauty and reverence of our ag to show through in the photo itself.

This type

directly

overlays

an image

of the ag, and

is an example

of inappropriate

usage.

17 Avoid placing type or design

elements over images of the

American ag. The example below illustrates how type

can be eectively and respectfully used in the

open sky area, without covering the ag.

VA TIER 1 GRAPHIC STANDARDS PHOTOGRAPHY: INCORRECT APPLICATIONS

Imagery:

Monotone

Photography

Usage

Full-color photography is preferred in all

pieces produced for uses online or in full-color

printing. Monotone imagery is required in all

other (one- and two-color) printing scenarios.

Duotones, tritones and color-ltering for

eect are prohibited.

Monotone images should be used sparingly,

and use to provide visual contrast for special

graphic call-outs, such as sidebars, proles, etc.

Monotone imagery may also be sparingly

used as backgrounds behind text for special

pages, announcements, and collateral.

Backgrounds can be darkened or lightened

("ghosted") providing there is sucient

contrast to ensure that the type is legible.

Ghosting of monotone imagery (without any

gradation or feathering) is permitted for use

sparingly in sidebars, call-out boxes, etc. Only

images which oer sucient contrast, texture

and composition may be employed for

such techniques.

Correct uses of

monotone imagery:

When applied tastefully and sparingly,

monotone imagery can provide a subtle,

elegant and respectful contrasting

accent to layouts.

See pages 18 through 20 for a complete

range of color options.

Monotone photo in Navy with White background Monotone photo in Navy with 50% Navy background,

for overlaying text elements.

Composition of monotone photo sections in

Navy, Light Blue, and Red (optionally use this

technique for charts and graphs).

Lorem ipsum dolor sit amet, consectetur

adipisicing elit, sed do eiusmod tempor

incididunt ut labore et dolore magna aliqua.

Ut enim ad minim veniam, quis nostrud

exercitation ullamco laboris nisi ut aliquip ex

ea commodo consequat. Duis aute irure dolor

in reprehenderit in voluptate velit esse cillum

dolore eu fugiat nulla pariatur. Excepteur sint

occaecat cupidatat non proident, sunt in culpa

qui ocia deserunt mollit est laborum.

Lorem Ipsum Dolar Sit

Amet Title Text Overlay

40%

25%

35%

IMAGERY: MONOTONE PHOTOGRAPHY USAGE

Imagery:

Appropriate

Illustration

Techniques

Illustration can help to communicate complex concepts or emotion

more quickly than photography in certain situations. When using

illustration, each image must be high-quality stock or original artwork

produced by a qualied professional illustrator. As well, illustration

should be used only when absolutely necessary to best communicate

an idea and where photography cannot capture the desired feel.

Selected illustrations should be carefully scrutinized for quality,

sharpness, contrast, brightness, composition, and relevance to

the communication. The style should be respectful and dignied,

and avoid overly technical, dramatic, whimsical, or otherwise

inappropriate.

Example Suitable Illustration Techniques

Example Prohibited Illustration Techniques

Never apply whimsical ornamentation

such as clip art or decorative fonts which

only serve to diminish the importance

and credibility of VA materials.

VA TIER 1 GRAPHIC STANDARDS IMAGERY: APPROPRIATE ILLUSTRATION TECHNIQUES

Design

Inspirations

A Collection of Both

Hypothetical Designs

and Approved Templates

to Help Get You Started

Design needs to emphasize the VA brand , as well as convey organizational sophistication and

harmony. Clean, elegant compositions are encouraged for all VA communications materials.

Make use of empty of negative space as it is a distinctive part of the VA identity system.

Intrinsic design methods employed across various media must remain consistent in order

to convey a cohesive visual identity. Layouts should be simple, clean, elegant, and free from

needless ornamentation, effects and shapes which detract from the essence of the brand and

purity of its presentation and message.

Designs can be enhanced by artful use of approved typography, color and New VA Parent

Signature as well as other basic elements of design such as proportion, contrast and

compositional arrangement. Although the graphic standards are fairly specic, there is still

ample room for creativity and exploration.

The layouts on the following pages show applications the approved palette, typography and

imagery characteristics detailed throughout this guide. Many of the designs shown are

hypothetical examples simply for inspiration, but others are actual templates provided in the

VA Brand Graphics Repository online, which are available as approved, ready-to-use digital

design les. Use them as the starting point for any new project, as they contain the correct

design elements and typography, or follow the guidelines to create new brand appropriate

design solutions.

The VA Thread Designed and applied to subtly symbolize the weaving inuence VA has in the lives

of U.S. Veterans, their families, communities and key areas of federal government

innovation, this imagery quietly adds depth and identiable texture to layouts whenever

deemed appropriate. Not always visibly present, never loud or boastful, the VA Thread is

always there when VA communicators need it, reminding them that they, too, are part of the

collective fabric of responsibility that covers, comforts and rewards our nest citizens.

Sub-Identiers:

Transition to

Unison

From the three main Administrations to a legion of Sub-Divisions, Ofces and Programs, there

is currently an overwhelming number of individualized Sub-Identiers—or “sub-brands”—

being used across VA to represent and differentiate its various parts. Having to distinguish one

VA sub-brand from another, gure out why they appear independent, or where they t in the

organization, creates undue confusion and frustration for Veterans. Given that the majority of

these existing identiers needlessly detract from the VA brand, the majority must be replaced

with clear, brand-appropriate and template-based solutions (see pages eight and nine).

Sub-Identiers require standards compliance as much as any other VA brand component as

they represent VA to their respective audience. Each will need to be updated to appropriately

convey VA brand allegiance. The rst phase of corporate-level VA brand refresh has been

outlined in this Version 1.0 document, however, Leadership will devote signicant attention

to the existing VA Sub-Identiers and creating new ones. There will always be special, or

short-term Identiers, and creation of those elements should be crafted by experienced

branding professionals to ensure clarity and adherence to brand standards.

This guide attempts to lay the groundwork for a larger review of Sub-Identiers. Typical

for large-scale brand metamorphosis, this guide is a “living document” that will evolve

over time to incorporate ongoing discoveries. The key takeaway should be basic rules and

recommendations for how to best communicate with the Veteran population, and groups

associated with them.

VA Sub-Identiers:

Administration

Ofce Identifying

Motif Option

The use of “logos” or “sub-brands” is not necessary for distinguishing

one department, group, or program from another within an

organization. Unique methods applied in layout, color, typography

and composition techniques alone can visually separate a given entity.

An appropriately customized motif—as shown below—can provide

distinction without detracting from instant VA brand recognition. Note

the careful and subtle application of gradients and support shapes

(recommended for sparing use only), which provide just enough

texture to give the design a touch of dimension and dynamism without

overpowering the other more important branding elements.

This type of “masthead” solution could

be be provided to those responsible

for producing a given Oce's creative

products as a ready-to-use image in

various electronic formats such as PDF,

EPS, JPG, etc.

As with Identiers, users are instructed

to always use the provided graphics

les to eliminate the continual need for

font matching, color selection, and logo

alignment—there should be no need to

recreate or alter such motif for every use.

Example of Appropriate VA Sub-Divisional Identication Support Motif

"VHA/OHI WAVE" OFFICE-SPECIFIC

GRAPHIC MOTIF

1 2

VA OFFICE-LEVEL

SIGNATURE

VA TIER 1 GRAPHIC STANDARDS VA SUB-IDENTIFIERS: OFFICE-SPECIFIC MOTIF

VA Sub-Identiers:

Design Tactics for

Special Situations

Under certain circumstances, some special programs may call for

more visual distinction and recognizable visual characteristics than is

provided for in the standardized VA Sub-Identier template shown on

page nine. In these situations, brand-safe executions for such VA Sub-

Identiers can be achieved without creating unnecessarily distracting

“logos” or “sub-brands”. The example below shows how new or existing

Sub-Identiers could be created to adequately convey allegiance to VA.

Simply applying approved typography and colorization techniques,

as well as apt juxtaposition and proportion in relation to the VA

Seal provides a solid connection. Respectful, sparing application of

illustrative motif as shown may also acceptable.

It is required that all such VA Sub-Identiers be created or updated

according to the techniques shown. Any designs currently in review

must be scrutinized against these standards and updated accordingly

prior to appearance in any new communication vehicles.

Although it is recommended that all existing VA Sub-Identiers (and

the materials on which they appear) be updated, it is understood that

VA is a vast organization and this evolution will take place over time

governed by scheduling and budgetary constraints. Ongoing study,

patience and collaboration will be required in order to eect positive

changes VA-wide in this area.

Note how appropriate color,

typography and juxtaposition with

VA Seal all work together to create

brand clarity and consistency.

Artful type arrangements in

these such rare Sub-Identiers

are recommended, rather than

indulgent extraneous icons that

needlessly conict and compete

with the VA Seal.

See page nine for standardized

templates required for most VA

Oce Identiers.

Example Sub-Identier Evolved for Brand Appropriateness:

ARTFUL COMPOSITION OF APPROVED

COLORS/FONTS; CLEVER MOTIF WORKED IN

FOR SUBTLE DISTINCTION

VA SEAL MUST APPEAR TO

THE LEFT OR ABOVE ALL

SUB-ID'S UNLESS IN LAYOUT

GIVEN THAT THE VA

SIGNATURE APPEARS

AT BOTTOM, THERE IS

NO NEED TO REPEAT

THE VA SEAL NEXT TO

THE SUB-IDENTIFIER

VA AFFILIATION

AND AUTHORITY

MUST ALWAYS BE

PROMINENTLY

VISIBLE IN EVERY

APPEARANCE OF VA

SUB-IDENTIFIERS

Ever-preferred Option: Standardized VA Sub-Identier Format

Human Resources and Administration

VA Learning University

VA TIER 1 GRAPHIC STANDARDS VA SUB-IDENTIFIERS: SPECIAL DESIGN TACTICS

VA Sub-Identiers:

Design Tactics for

Campaigns, Events,

Programs and

Initiatives

Campaigns, events, programs, and initiatives identied to public

and Veteran audiences also often call for more visual distinction

and recognizable visual characteristics than is provided for in the

standardized VA Sub-Identier template shown on page nine. In

producing such Identiers, the same overall branding principles

and elements (proper colors and typography, quality execution, and

alignment with the VA brand) must be observed. Such specially

arranged, repeatable graphic arrangements must all be visually

consistent with VA brand standards. Each situation will be dierent,

but each should be simple in composition, not over-designed and free

from any overt eects, textures, icons, overly-ornamental illustrations

or elements incompatible with VA brand character.

As with any other VA Identiers, these mostly typographical designs

must be created by qualied branding specialists, as not every

participant working on VA creative products has the necessary

experience or ability to meet VA brand development requirements.

However, ideas and comments on concepts and executions from

governing participants are always welcome and observed.

As with any VA Sub-Identier, such special marks must be produced

only by highly-skilled and experienced logo design specialists.

Example Appropriate Design Tactics for Campaigns, Event, Program and Initiative Identiers:

VA TIER 1 GRAPHIC STANDARDS VA SUB-IDENTIFIERS: SPECIAL DESIGN TACTICS

Special VA Internal

Initiative Identier:

I CARE

On June 20, 2011 the Secretary of Veterans Aairs approved a set of

Core Values and Characteristics which apply universally across all of VA.

The Core Values are collectively the foundation of how we go about

our work, dene “who we are,” and form the underlying principles we

use in our daily service to Veterans. The Core Characteristics dene

“what we stand for” and what we strive to be as an organization.

In recognition of the principles stated in The Core Values, the Oce

of the Secretary is enlisting VA communicators for continued support

in the eort to clarify the VA brand and provide outreach vehicles

which always stand together through Integrity in creative purpose,

Commitment to participation, Advocacy for visual harmony, Respect

for the VA brand, and Excellence in the execution of duties.

VA Core Values and Characteristics Quick Reference

Created prior to the establishment of

this document, the “I CARE” acronym

and legacy Program Identier design

shown above was developed to express

VA Core Values and Characteristics.

These unique typographic and color

techniques remain exclusive to the

I CARE Identier, and cannot be used

in any other VA Identiers.

Integrity:

Commitment:

Advocacy:

Respect:

Excellence:

Because I CARE, I will...

Act with high moral principle. Adhere

to the highest professional standards.

Maintain the trust and condence of all

with whom I engage.

Work diligently to serve Veterans and

other beneciaries. Be driven by an

earnest belief in VA’s mission. Fulll my

individual responsibilities and organiza-

tional responsibilities.

Be truly Veteran-centric by identifying,

fully considering, and appropriately

advancing the interests of Veterans and

other beneciaries.

Treat all those I serve and with whom

I work with dignity and respect. Show

respect to earn it.

Strive for the highest quality and con-

tinuous improvement. Be thoughtful and

decisive in leadership, accountable for

my actions, willing to admit mistakes,

and rigorous in correcting them.

Trustworthy:

Accessible:

Quality:

Innovative:

Agile:

Integrated:

VA Core Characteristics:

VA earns the trust of those it serves—every day—through the

actions of all employees. They provide care, benets, and services

with compassion, dependability, eectiveness, and transparency.

VA engages and welcomes Veterans and other beneciaries, facili-

tating their use of the entire array of its services. Each interaction

will be positive and productive.

VA provides the highest standard of care and services to Veterans

and beneciaries while managing the cost of its programs and

being ecient stewards of all resources entrusted to it by the

American people. VA is a model of unrivalled excellence due to

employees who are empowered, trusted by their leaders, and

respected for their competence and dedication.

VA prizes curiosity and initiative, encourages creative contribu-

tions from all employees, seeks continuous improvement, and

adapts to remain at the forefront in knowledge, prociency, and

capability to deliver the highest standard of care and services to all

of the people it serves.

VA anticipates and adapts quickly to current challenges and new

requirements by continuously assessing the environment in which

it operates and devising solutions to better serve Veterans, other

beneciaries, and Service members.

VA links care and services across the Department; other fed-

eral, state, and local agencies; partners; and Veterans Services

Organizations to provide useful and understandable programs to

Veterans and other beneciaries. VA’s relationship with the Depart-

ment of Defense is unique, and VA will nurture it for the benet of

Veterans and Service members..

VA TIER 1 GRAPHIC STANDARDS SPECIAL VA INTERNAL IDENTIFIER: I CARE

Special VA Internal

Initiative Identier:

I CARE

CONTINUED

Below are hypothetical examples of how the I CARE Sub-Identier could

be applied to various internal communication vehicles. Given the visual

weight and level of detail in the I CARE Sub-Identier, it should not be closely

juxtaposed with the VA Seal or Parent Signature, allowing ample white space.

The I CARE logo should be separated from the VA Signature and featured

somewhat larger in pieces promoting the initiative. Avoid using the I CARE

Sub-Identier in close proximity to the VA Signature (shown right).

PowerPoint® Poster Brochure

VA TIER 1 GRAPHIC STANDARDS I CARE APPLICATIONS

SIGNATURE: AN INTRODUCTIONVA TIER 1 GRAPHIC STANDARDS

General Design

Applications

The following sample layouts are representative of the approved palette, typography, design,

and imagery detailed throughout this guide.

Many of the examples shown are available as ready-to-use Adobe® InDesign® templates,

complete with correctly applied design elements, color, and typography. Use them as a

starting point, but do not feel limited by them—they are intended to help set the tone for

future design expansion.

Other purely hypothetical layouts are provided for further inspiration and guidance on how

simplicity, discipline and careful observance of standards can maintain brand quality.

As well, there are layouts that are purely hypothetical that are intended to provide

inspiration and guidance for creating brand quality through artful simplicity, discipline, and

observance of standards.

Stationery:

Example

Letterhead

Clearly identied and cohesively designed corporate and divisional

stationery is vital for communicating the VA brand in all correspondence.

Each component should present the appropriate VA corporate or

divisional Signature, as well as key address and contact information.

Avoid adding any other elements, such as imagery, motif, watermarks, or

unnecessary information. Since this is the ocial look for VA letterhead,

all VA oces must follow this template. The following pages will show

more examples of the VA stationary suite.

Assistant Secretary for Public and Intergovernmental Aairs

810 Vermont Ave NW Ste 905

Washington DC 20420

www.va.gov

In Reply Refer To:

810 Vermont Ave NW Ste 905

Washington DC 20420

www.va.gov

In Reply Refer To:

Note:

Per federal regulations,

pre-printed second

sheets are not

allowed—only the

front page of any given

correspondence letter

is allowed to display a

pre-printed masthead.

VA TIER 1 GRAPHIC STANDARDS STATIONERY: LETTERHEAD

Stationery:

Example Envelopes Medical Center/Vancouver Division

3710 SW US Veterans Hospital Road

PO Box 1035

Portland OR 97207-1035

OFFICIAL BUSINESS

NO POSTAGE

NECESSARY

IF MAILED

IN THE

(Use Standard Left Window

This is Illustration only)

9.5” x 12” Brown Kraft Envelope

(Must be printed in 100% black)

#9 Business Reply Envelope (BRE)

(Can be printed in either 100% PMS 541u or 100% black)

Department of Veterans Aairs

Louis Stokes Cleveland

Medical Center

10000 Brecksville Road

Brecksville OH 44141-9905

VA Northern Indiana Health Care System

2600 W White River Blvd Ste 1

Muncie IN 47303-9906

OFFICIAL BUSINESS

UNITED STATES

POSTAGE WILL BE PAID BY DEPARTMENT OF VETERANS AFFAIRS

BUSINESS REPLY MAIL

FIRST-CLASS MAIL PERMIT NO. 1456 DENVER CO

4.125" x 9.5" #10 Window Envelope

(Must be printed in 100% PMS 541u)

Medical Center

Hampton VA 23667

OFFICIAL BUSINESS

Use Standard Left Window

This is Illustration only

VA TIER 1 GRAPHIC STANDARDS STATIONERY: ENVELOPES

Stationery:

Example

Business Card

Options

Dierent levels within VA are eligible to obtain corresponding business

card varieties shown below. GS levels one through seven may only

receive the one-color black version. GS levels eight through 12 may

obtain either the one-color black, PMS 541u or 2-color options. GS levels

13 and higher may obtain either of those, as well as the highest level of

business card displaying the VA Seal in gold foil stamp (recommended).

100lb. plain white 25% cotton cover

stock must be used for all business

cards to convey the appropriate

quality and formality.

2 3

LEVELS 13+: SEAL IN GOLD FOIL STAMP, BLACK TEXT

<City, State Zip>

Telephone: <Number>

Fax: <Number>

Cell: <Number>

Email: <email>@va.gov

<Name>

<Title>

LEVELS 8-12: 2-COLOR SIGNATURE, BLACK TEXT

<City, State Zip>

Telephone: <Number>

Fax: <Number>

Cell: <Number>

Email: <email>@va.gov

<Name>

<Title>

LEVELS 1-7: ONE COLOR SEAL AND TEXT (ALL NAVY OR ALL BLACK)

<City, State Zip>

Telephone: <Number>

Fax: <Number>

Cell: <Number>

Email: <email>@va.gov

<Name>

<Title>

VA TIER 1 GRAPHIC STANDARDS STATIONERY: BUSINESS CARDS

PowerPoint®:

Primary

Template

When developing PowerPoint® presentations, follow the format

and layout formula shown, applying similar photo usage, typography

styles and simple layout technique as indicated. Always apply

the full-color New VA Parent Signature and only use colors from the

VA Color Palette.

All type should be set in Georgia and Calibri fonts as these

are more commonly installed on most computers. Myriad Pro is

NOT to be used for any presentations and internal communications

which are intended to be distributed, viewed and/or edited in

Microsoft® Word® and PowerPoint®, even if the original author has a

licensed copy of Myriad Pro on their work station.

Use the templates

to your advantage

The examples shown at right and on

the following pages are available as

ready-to-use electronic templates.

Use them as the starting point for any

project, as they contain the correct

design elements and typography.

See page 44 for information on the

VA Thread graphic illustrated here.

Sample title page

U.S. Department Of Veterans Affairs: Graphic Standards: Tier 1 VA 508 Standards Guide 013113

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