AIA Branding Guide Summer2013
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Athletes in Action: Summer 2013 Basic Branding Guide Adapted from the Cru Style Guide Why is establishing a brand important? A brand helps to build recognition and trust toward an organization. Having multiple pieces with the same branding (look) shows connectivity among different products, be it a brochure, invitation or DVD, and lets the person who is receiving the products know that they come from Athletes in Action, even if there are products from different departments. It says, “Hey, we’re Athletes in Action, and if you see any more information/booklets/websites like these you can trust that it’s from us, too.” Think of companies/organizations with well established brands: Nike, Coca-Cola and Red Cross are a few of the more recognizable. Often you don’t even need to see a name or logo to know that a piece is from that company/organization. That’s what we want for Athletes in Action. But we need help from everyone to obtain that kind of recognition. Please look to this branding guide when designing for Athletes in Action. Even having our Athletes in Action logo screen-printed the correct color on a t-shirt is important in building brand recognition. If you have any questions please feel free to contact me. Thank you for helping us make our ministry instantly recognizable! Mary Dixon Graphic Designer Creative Connections mary.dixon@athletesinaction.org P.S. Please keep an eye on the staff emails for news of updated guides, downloadable templates and stock art. Go to Overview page 2 Overview of Brand elements Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . pages 4-6 Colors. . . . . . . . . . . . . . . . . . . . . . . . . . . page 7 Images . . . . . . . . . . . . . . . . . . . . . . . . . . page 8 Usage. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 4 Adaptations . . . . . . . . . . . . . . . . . . . . . . . . . . . page 5 Clothing and Gear. . . . . . . . . . . . . . . . . . . . page 6 Co-Branding. . . . . . . . . . . . . . . . . . . . . . . . . . . page 9 Type . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pages 7 AIA Logo with Cru endorsement (For print and web) Freight Sans Pro Light Freight Sans Pro Book Freight Sans Pro Medium Freight Sans Pro Bold Leitura Roman 3 AIA Logo without Cru endorsement (For clothing and gear) page 3 Logo Usage Primary Logo color The primary colors for the logo are BLUE and RED. This is the only multi-colored color scheme allowed. The Athletes in Action logo has had a slight update. We are now including a Cru endorsement to better connect us as a Cru ministry. Incorrect Logo Usage Do not rotate, skew, obstruct or alter the logo. Do not use effects on the logo. Keep it straight and clean! Secondary Logo colors When printing in black and white please use the allblack or alL-white version of the logo. If the logo is on a dark background use the all-white logo so the logo will stand out. Logo over a photo If the logo is on a photo use either the all-white logo or the primary logo. Use the primary logo on light areas of the photograph and the all white logo on darker areas. Never put a stroke around the logo to make it stand out. If the primary logo is hard to see, try the all white logo in that location. Clear space Make sure the logo is legible when used in a small size. Leave empty space equal to the height of the “s” on all sides. Minimum size 0.9 inch The logo should never be smaller than 0.9 inch wide. Go to Overview page 4 Logo Adaptations Adding a School or Department name to the Logo Do Not When adding a name to the Athletes in Action logo there are some guidelines to follow. 1. 2. 3. 4. 5. 6. 7. The name must fit evenly under the word “Action”, between the long arm of the A and the right end of the N in the logo and aligned right. The font must be Freight Sans Pro Semi Bold Italic in all caps. The name must be legible when the logo is at 1.5 inches wide. The name may not be larger than 2/3rd the height of the logo’s S. Acceptable colors for the name are gray, black, white, blue, or red. You can choose what name to use under the Athletes in Action logo. However, you must stay consistent with that choice You may use abbreviations and symbols, such as ampersands (&). UNIVERSITY OF WASHINGTON 1.5” • Add a school’s logo to the Athletes in Action logo • Use any name or words that do not specifically pertain to your school or department name Add text anywhere other than the designated area Change the logo colors to your school colors • • Resistance is futile. This would go against the logo usage guides on page 4 and most likely the school’s branding. This would go against the logo usage guides on page 4. Max U. OF arizona TEXAS TECH - God is good! UNIVERSITY OF WASHINGTON Go Flyers! UNIVERSITY OF dayton U. OF WASHINGTON WASHINGTON Oklahoma State University Huskies U Dub Have Questions Contact Mary Dixon at mary.dixon@athletesinaction.org Track & Field Go to Overview Sports Complex & Retreat Center page 5 Logo Usage on clothing and gear Logo We are using the Athletes in Action logo that does not have the Cru endorsement on clothing and gear. You may choose any color of clothing or gear that you would like. The acceptable colors for printing or embroidering the Athletes in Action logo are: Incorrect Logo Usage Do not use any other colors than the allowed colors to the left. Do not use any effects on the logo. No stroke, bevel, drop shadow, outer glow, reflection, etc. Blue and Red . . . . . . . . . . . . . . . . . . . . White. . . . . . . . . . . . . . . . . . . . . . . . . . . . Black. . . . . . . . . . . . . . . . . . . . . . . . . . . . . Silver . . . . . . . . . . . . . . . . . . . . . . . . . . . . Let our Connections save you $$ Tone-on-tone*. . . . . . . . . . . . . . . . . . . The AIA Gear Store has ongoing relationships with custom apparel companies in Dayton, OH, and across the country. Contact: Beth.Morter@athletesinaction.org to help you get the best price for your custom clothes and gear. *Consult with your sales rep for the appropriate ink or thread color to achieve the tone-on-tone look. Go to Overview page 6 Colors AIA Color Pallet Print Colors Web/Screen Colors Red Pantone 200 C CMYK 5, 100, 86, 1 #990000 RGB 153, 0, 0 Blue Pantone 280 C CMYK 100, 87, 28, 6 #003366 RGB 0, 51, 102 Pantone 877 C CMYK 48, 38, 39, 3 #8c8d8d RGB 140, 141, 141 Pantone Cool Gray 11 C CMYK 0, 0, 0, 80 #58595b RGB 224, 3, 36 Accent Color Silver Text Color Gray (80% black) Colors on screen are not accurate representations of the printed colors Fonts Main Text Font Freight Sans Pro (use Open Type > Tabular Lining) ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 Go to Overview Secondary Font Leitura Roman 3 (Only use in all CAPS) ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890 Primary applications: Freight Sans Pro The Freight Sans Pro family is used for primary applications such as headlines, body text and captions. Headlines are set in Freight Sans Pro Light, all capital letters. All other text is set in sentence case. Secondary applications: Leitura Roman 3 Leitura Roman 3 is used for secondary applications such as call-outs and subheads. Leitura Roman 3 is used sparingly (as an accent only), and is set in all capital letters. Download fonts at: staffweb.cru.org/operations/ branding-style/fonts page 7 Images Choosing Images Great images grab people’s attention and hearts much faster than great text. When choosing images choose compelling shots of people doing ministry, working with students or nationals from other countries, playing their sport. Action shots are always best. Go to Overview What to avoid We never use images that are stereotypes or images that trivialize our mission. Avoid clichéd images—if we’ve seen it again and again, so have our audiences. Religious artifacts such as Bibles and crosses should never be used as props. Instead, they must be integrated into true-to-life situations (e.g., students participating in a study group, or a cross displayed in the background). Never use photos of people impersonating Jesus. Imagery depicting people should never seem staged, posed or forced (including group photos). Instead, they should be candid and believable, like we’ve captured a brief moment in time. When viewed as a whole, our imagery must be diverse in both gender and ethnicity. Avoid imagery that lacks diversity. page 8 Co-Branding Using Athletes in Action and Cru logos If you need to use both the Athletes in Action and Cru logos it is important to represent both brands as equally as possible. The dimensions of the Athletes in Action and Cru logos are different, so it is important to keep the logos visually balanced. When using the Cru logo you must follow the Cru Brand Identity Guidelines in regard to the logo Ways to not combine the logos Careful planning went in to finding the right proportions for co-branding with the Athletes in Action and Cru logo. Here are ways you should never use the logos together. Horizontal • • Keep the logos at equal height, as depicted by Y. Align the base of the word mark "Cru" to the base of "ction" of Action. Spacing allowance for both Athletes in Action and Cru logos Y= Vertical • To find the proper width for the Cru logo: Multiply the with of the Athletes in Action logo "X" by 0.81375. • Align the left edge of the "c" in Cru to the left end of the crossbar of the "A" in Athletes. =Y X= Spacing allowance for both Athletes in Action and Cru logos X(0.81375)=Cru logo width Go to Overview page 9
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