SHAPE America. Society of Health and Physical Educators BRAND GUIDELINES

Size: px

Start display at page:

Download "SHAPE America. Society of Health and Physical Educators BRAND GUIDELINES"

Jodie Conley
5 years ago
Views:

1 SHAPE America Society of Health and Physical Educators BRAND GUIDELINES

2 SHAPE America Society of Health and Physical Educators Table of Contents INTRODUCTION 3 TELLING OUR BRAND STORY 4 Brand Personality 4 Tagline 4 The SHAPE America Name 4 Boilerplate 5 SHAPE AMERICA IDENTITY MATERIALS 6 Logo Usage 6 Incorrect Logo Usage 8 Logo Application 9 Fonts 10 COLOR PALETTE 11 Primary Color Palette 11 Secondary Color Palette 11 TEMPLATES 11 Signature 12 2

3 Brand Style Guide Dear Staff, Members and Districts: Building on an overwhelmingly positive vote for unification in early 2013, I am pleased to announce that the AAHPERD membership has voted to adopt the new name, Society of Health and Physical Educators, doing business as SHAPE America. We are now poised to move forward in creating a new chapter in our 128-year old history with our new name, vision and mission. As you all know, these are very exciting times. We are making history together as we relaunch our organization to a new generation of professionals. Through our new name we are working to: Shape a future where healthy is the norm. Shape a standard of excellence in physical education and health education. Shape the lifelong habits of young people. Shape and influence policy related to physical education and school health education. Having an acronym that actually says and means something helps to make our new name more memorable. In addition, the verb shape connotes influence and communicates leadership and power. We want SHAPE America Society of Health and Physical Educators to have increased visibility and recognition among our primary audiences of physical and health educators as well as our secondary audiences parents, principals, school administrators, policy makers and the media. I am confident that our strong, memorable and simple new name will help us do just that. The primary purpose of this Branding Style Guide is to provide direction and specifications for the use and presentation of our new name, logo and tagline. This document includes examples of how and how not to use the new logo and tagline, how to use brand identity components, and how to present our new identity across a variety of mediums. It s important that these standards are applied to all communications to create familiarity and maintain consistency and continuity. If you have questions about this document and how to use or access the elements within it, please contact (Jennifer Jones? at jjones@shapeamerica.org). Sincerely, (name) 3

4 SHAPE America Society of Health and Physical Educators Telling Our Brand Story BRAND PERSONALITY A brand personality is the expression of a brand s characteristics and how they want to be perceived. SHAPE America is large, respected, influential, modern, significant, impactful and national in scope. TAGLINE A tagline is an expressive phrase or sentence used to dramatize a brand s promise. The tagline for SHAPE America is: Health. Moves. Minds. When the tagline is used by itself, it should be written out as upper and lowercase with periods after each word. THE SHAPE AMERICA NAME In written form, the name SHAPE America should always appear as follows (with the acronym SHAPE spelled-out after the name ): SHAPE America Society of Health and Physical Educators This usage will descriptively brand the organization and convey what our organization is with one quick glance. The word SHAPE must appear in all capitalized letters, while additional words appear in title case (i.e., all words except for of and and are capitalized). An en dash ( ), set off by one space on either side, should appear between America and Society. The word and should be spelled out and never replaced with an ampersand (&). As necessary, the organization can also be described as The Society of Health and Physical Educators, doing business as SHAPE America... The following are acceptable examples of SHAPE America used in a sentence: 4 SHAPE America Society of Health and Physical Educators was founded in The Society of Health and Physical Educators, doing business as SHAPE America, was founded in Members of SHAPE America Society of Health and Physical Educators approved a name change in 2013.

5 Brand Style Guide THE SHAPE AMERICA BOILERPLATE The SHAPE America boilerplate is an enhanced brand narrative about the organization. It is recommended that it be used in the footer of press releases and marketing collateral. Society of Health and Physical Educators The Society of Health and Physical Educators, doing business as SHAPE America, is headquartered in Reston, VA, 25 miles west of Washington, D.C. Its vision is Healthy People Physically Educated and Physically Active! SHAPE America is the largest organization of professionals involved in physical education, physical activity, dance, school health and sport all specialties related to achieving an active, healthy lifestyle. Its mission is to advance professional practice and promote research related to health and physical education, physical activity, dance and sport by providing its members with a comprehensive and coordinated array of resources, support and programs to help practitioners improve their skills to further the health and well-being of the American public. For more information, visit 5

6 SHAPE America Society of Health and Physical Educators SHAPE America Identity Materials LOGO USAGE The SHAPE America logo is a valuable brand asset and should be treated accordingly. The logo should never be modfied and should appear on all public-facing materials. Please adhere strictly to the rules as outlined here. The SHAPE America logo should only be displayed in its standard, full color format. It can also be displayed in all black and all white depending on the background color. On a White Background The full color format of the SHAPE America logo is best used on a white or light colored background for maximum impact and claity. Printing in Black and White When printing in black and white or for single-color printing, the entire logo can be in 100% black or 100% white. 6

7 Brand Style Guide On a Dark Background The blue and orange colors of the SHAPE America logo are bright enough to provide contrast on most dark backgrounds. There is a version of the logo with the gray text in all white to ensure easy legibility on a dark background. Please use this version on a dark background whenever you can. You may use the all white version of the logo on dark backgrounds in order to save cost when doing single color printing on things such as embroidery and silk screen printing. 7

8 SHAPE America Society of Health and Physical Educators INCORRECT LOGO USAGE The colors of the SHAPE America logo should not be changed or placed on a complex image where legibility is compromised. The person icon should not be moved or deleted when using the logo. Background Contrast When using the logo, please make sure the background has enough contrast to ensure readability. Effects DO NOT use drop shadows, glows, 3D, or other effects on the SHAPE America logo. Logo Elements DO NOT use the SHAPE America logo with other graphic elements or shapes. 8

9 Brand Style Guide LOGO APPLICATION There should be a clear area of space surrounding the logo when it s applied to different materials. Text, photos or graphics should not interfere with this space. Use the logo with the SHAPE America tagline on: Web sites Printed materials (e.g. collateral, whitepapers) signatures Advertising Signage Tchotchkes/swag White Space The logo should always have the following minimum amounts of space around it. 1/2 of the height of the logo is the amount of space that should surround the logo without obstruction. Size Requirements If the size of the logo impacts the legibility of the tagline, then the logo version without the tagline should be used. Logo with Tagline Print Size Requirements Width = 2 Height =.675 Logo with Tagline Web Size Requirements Width = 200px Height = 68opx 9

10 SHAPE America Society of Health and Physical Educators FONTS The logo font is Comfortaa. This is also available as a Google Web Font if you d like to use it on your website. You can access the Web Font here: Comfortaa Regular Comfortaa light Comfortaa Bold The font Montserrat is recommended as a secondary font to complement the brand. This font can be used in marketing materials and other external communications as a headline or subhead. It s also a Web Font that can be used on your website. You can access the Web Font here: Montserrat Regular Montserrat Bold The fonts Franklin Gothic and Georgia are recommended as tertiary fonts to complement the brand. These fonts can be used in marketing materials and other external communications for body copy. You can access the Fonts here: Franklin Gothic Book Franklin Gothic Book Italic Franklin Gothic Regular Franklin Gothic Regular Italic Franklin Gothic Demi Franklin Gothic Heavy Georgia Regular Georgia Italic Georgia Bold Georgia Bold Italic 10

11 Brand Style Guide Color Palette A color palette has been selected to represent the SHAPE America brand. The primary color palette should be used predominantly. For your convenience, the recommended colors for SHAPE America s corporate materials are listed below using Pantone, CMYK, RGB and Hexadecimal codes. PRIMARY COLOR PALETTE BLUE PMS: DS 236-4C CMYK: 70, 15, 0, 0 RGB: 39, 170, 225 HEX: 27AAE1 ORANGE PMS: DS22-2C CMYK: 0, 35, 85, 0 RGB: 251, 176, 64 HEX: FBB036 GRAY CMYK: 0, 0, 0, 50 RGB: 147, 149, 152 HEX: SECONDARY COLOR PALETTE The secondary color palette should be used as accent colors. GREEN CMYK:75, 5, 100, 0 RGB: 65, 173, 73 HEX: 41AD49 LIGHT BLUE 50 % TINT OF PRIMARY COLOR PALETTE BLUE RGB: 147, 212, 240 HEX: 93D4F0 LIGHT ORANGE 50 % TINT OF PRIMARY COLOR PALETTE ORANGE RGB: 253, 215, 154 HEX: FDD79A LIGHT GREEN 50 % TINT OF SECONDARY COLOR PALETTE GREEN RGB: 160, 214, 164 HEX: A0D6A4 11

SHAPE America Society of Health and Physical Educators Templates EMAIL SIGNATURE SHAPE America employees, leaders and district staff are encouraged to follow our new branding standards in their

12 SHAPE America Society of Health and Physical Educators Templates SIGNATURE SHAPE America employees, leaders and district staff are encouraged to follow our new branding standards in their signatures. The following format is advised: Jennifer Jones, CAE Senior Director of Marketing SHAPE America Society of Health and Physical Educators 1900 Association Drive Reston, Virginia (703) Please use a system standard font such as Georgia, to ensure viewability across all platforms

BRANDMARKS 1 BRAND GUIDELINES // 2019

BRANDMARKS 1 BRAND GUIDELINES // 2019 1 BRAND GUIDELINES // 2019 TABLE OF CONTENTS 4. LOS ANGELES AUTO SHOW BRAND GUIDELINES 6. Brandmarks 12. Color Palettes 13. Fonts 14. AUTOMOBILITY LA BRAND GUIDELINES 16. Brandmarks 22. Color Palettes