brand book last modified: 08.16 · a brand is a recognizable and trustworthy badge of origin and...

BRAND BOOK ∙ LAST MODIFIED: 08.16.2016

To improve quality of life for the residents of Michigan and beyond through development and implementation of innovative, actionable public policies.

PUBLIC SECTOR CONSULTANTS | BRAND STANDARDS MANUAL, VERSION 3 2

BRANDING

Brand Basics ................................................................4

LOGO USAGE

General Logo Guidelines .............................................5

Alternate Color Logos ..................................................6

White Space Requirements .........................................8

Minimum Size Requirements .......................................9

Logo File Type Guide .................................................10

Logo Color Spaces Guide .........................................10

Logo File Directory .....................................................11

Examples of Improper Use ........................................15

COLOR

The Color Palette ........................................................17

SUPPORTING ELEMENTS

Typography ................................................................18

Social Media ..............................................................20

Business Card ............................................................21

Envelope & Letterhead ...............................................22

Thank You Card ..........................................................23


Branding

WHAT IS A BRAND?The primary role of a brand is to make it easy for clients and stakeholders to choose which company’s services to procure. A strong brand has become the mark of success for an organization and protecting a brand, and the value associated with it, has become a major concern for organizations around the globe.

A brand is a recognizable and trustworthy badge of origin and also a promise of performance. Companies and organizations spend millions of dollars each year to create names and visual identities for use on their letterheads, websites, packaging, advertising, etc. All of these symbols can be an important way to signify what to expect from an organization, product, or service.

WHAT ARE BRAND STANDARDS?Brand standards are our brand “toolbox.” Inside are the tools with which we can successfully and consistently execute the PSC brand. Consistent brand implementation allows us to positively define and lead the way in which people think of us. The brand standards contained herein are a guide for all those responsible for creating communications materials on behalf of PSC. They are rules and guidelines that allow for a consistent look, feel and tone for all materials—a unified voice, founded on our core values. Consistency is the key to building a successful brand.


Logo Usage

THE PRIMARY LOGO AND GENERAL LOGO GUIDELINES

The primary logo is the main graphic identifier for PSC. This, and all forms of the logo should be surrounded by ample amounts of white space in order to allow for a sufficiently prominent display of the mark. Guidelines are provided in this manual.

• All logos are included in four different file types: PDF, EPS, JPG, and PNG. For more information about when to use which format, see page 8.

• Each logo is included in five different color spaces: PMS, CMYK, RGB, Black, and Reversed. For more information about which color space to use, see page 8.

• The appendix on page 9 contains a directory of all included logo files.

• Logo may be used in full-color/4-color,1-color, black and white, and reversed out formats (see “Alternate Logos”).

• The 1-color, black and white, and reversed out marks should only be used when it is not feasible to use the full color/4-color mark. For example, when printing on ink pens, use a 1-color logo; when color printing isn’t available, use the black logo; when printing on a dark color, use the reversed out logo.

• In most cases, the reversed logo should be used on a dark colored background or on a photographic background. Coloration behind the reversed mark should be sufficiently dark to allow for clear and unhindered reading of the logo. One of the other logos may work more effectively on light or medium-toned background.

Primary Color Logo

Alternate Color Mark


Primary Logo—1 Color Gray Primary Logo—2 Color Yellow & White

Primary Logo—1 Color White

Primary Logo—1 Color Black

Primary Logo—2 Color Yellow & Metallic Gray

Primary Logo—1 Color Dark Gray

Primary Logo—1 Color Yellow

ALTERNATE COLOR LOGOS

Primary Logo—1 Color Metallic Gray

Primary Logo—2 Color Yellow & Gray


Alternate Mark—1 Color Gray

Alternate Mark—1 Color White

ALTERNATE COLOR LOGOS

Alternate Mark—1 Color Dark Gray

Alternate Mark—1 Color BlackAlternate Mark—1 Color Yellow

Alternate Mark—1 Color Metallic Gray


WHITE SPACE REQUIREMENTS

Always maintain the minimum distance between any part of the logo and any other elements appearing on the page—this minimum distance is the height of the “P” in the mark of the logo. The minimum distance should be adhered to on all four sides of the logo. However, there are instances where overlapping with the mark of the logo is allowed, such as in the example shown.

• This minimum distance also applies to the space allowed between the edge of the page and any part of the logo.

• No other elements—copy, photos, artwork, etc.—can be placed within the space or behind the logo (except when a photographic background is on the majority of the page).

• White space requirements apply to all applications of logo usage, including brochures, stationary, business cards, advertising, signage, web usages, etc.

Minimum spacing = Height “P” on All Sides

P U B L I C S E C T O R C O N S U LTA N T S

@ P S C M I C H I G A N

P S C I N C . C O M

Examples of Overlapping Exceptions

P U B L I C S E C T O R C O N S U LTA N T S

@ P S C M I C H I G A N

P S C I N C . C O M


MINIMUM SIZE REQUIREMENTS

Minimum size requirements ensure legibility of the logo and recognition of the brand: the minimum size of the primary logo is 0.25.” The minimum size of the alternate mark treated in gray or black is 0.125.”

• Use the standards and the logo’s application to guide the useage size. Do not alter the proportions under any circumstances.

• If a specific small-size use or unusual-shape use is necessary, please contact Redhead Design Studio at 517.853.3681 for guidelines.

Minimum Size

.25”

.125”


LOGO FILE TYPE GUIDE

There are four different file types included in each logo color space folder. See below for usage situations.

• EPS—EPS files should be used when files need to be read but not edited by the receiver. For example, when sending the file to a printer for a t-shirt, pen, etc.

• PDF—PDF files should be used when the file needs to be edited by the reciever with professional vector based software. They can also be used instead of an EPS file when files need to be read but not edited.

• PNG—PNG files should be used only in digital environments (not for printed materials). For example, on a website or a social media graphic. A PNG is a pixel based file format with the ability to store transparency, making it ideal for use when vector based files will not work. This file type should not be scaled to large sizes as graininess will occur. This file is suitable for use on the web, in RGB color space.

• JPG—JPG files should be used only in digital environments (not for printed materials). A JPG is a pixel based file format which uses a different compression method that results in loss of quality. This file format is only suitable for use where no other formats are accepted, and should only be used as such. JPG images do not support transparent backgrounds, causing the logo files to appear surrounded by a white box.

LOGO COLOR SPACES GUIDE

There are five different color spaces included with each logo file. See below for usage situations.

• CMYK—Files in CMYK color space should be used when working with most printers. CMYK should be used for full color printing, internal or professional. Although there may be small color shifts that happen in printing, it provides the greatest amount of accuracy when printing designs that contain color photography. CMYK should be the color space of choice for any design that is more than four colors.

• PMS—Files in PMS color space should be used when working with printed materials with colors that need to appear as the exact color they intend, or, when full color printing is not available. This avoids subtle color shifts that often happen in CMYK printing. PMS files should not be used for internal printing.

• RGB —Files in RGB color space should be used exclusively in digital environments (not for printed materials). RGB color is used in computer screens, televisions and mobile devices. RGB should be the color space of choice for any design that is going to be used in digital environments.

• Black—Files in Black or Grayscale color space should be used when color printing is not available. Use this color space any time the logo will be printed or displayed and the option of color is not available.

• Reversed—Files in Reversed color space should be used when printing or displaying the logo on a dark color. This color space only includes EPS, PDF, and PNG file types, as a transparency channel is required to see a white file on a dark background.


LOGO FILE DIRECTORY

PRIMARY COLOR LOGO

PMS

• PSC_Logo_PMS_2cYD.eps

• PSC_Logo_PMS_2cYD.jpg

• PSC_Logo_PMS_2cYD.pdf

• PSC_Logo_PMS_2cYD.png

CMYK

• PSC_Logo_CMYK_2c.YD.eps

• PSC_Logo_CMYK_2cYD.jpg

• PSC_Logo_CMYK_2cYD.pdf

• PSC_Logo_CMYK_2cYD.png

RGB

• PSC_Logo_RGB_2cYD.eps

• PSC_Logo_RGB_2cYD.jpg

• PSC_Logo_RGB_2cYD.pdf

• PSC_Logo_RGB_2cYD.png

Black

• PSC_Logo_K.eps

• PSC_Logo_K.pdf

• PSC_Logo_Kpng

• PSC_Logo_K.jpg

White

• PSC_Logo_White.eps

• PSC_Logo_White.pdf

• PSC_Logo_White.png

PRIMARY LOGO ALTERNATE COLOR - 2 COLOR YELLOW & GRAY

PMS

• PSC_Logo_PMS_2cYG.eps

• PSC_Logo_PMS_2cYG.jpg

• PSC_Logo_PMS_2cYG.pdf

• PSC_Logo_PMS_2cYG.png

CMYK

• PSC_Logo_CMYK_2c.eps

• PSC_Logo_CMYK_2c.jpg

• PSC_Logo_CMYK_2c.pdf

• PSC_Logo_CMYK_2c.png

RGB

• PSC_Logo_RGB_2cYG.eps

• PSC_Logo_RGB_2cYG.jpg

• PSC_Logo_RGB_2cYG.pdf

• PSC_Logo_RGB_2cYG.png

PRIMARY LOGO ALTERNATE COLOR - 2 COLOR YELLOW & WHITE

PMS

• PSC_Logo_PMS_2cYW.eps

• PSC_Logo_PMS_2cYW.pdf

• PSC_Logo_PMS_2cYW.png

CMYK

• PSC_Logo_CMYK_2cYW.eps

• PSC_Logo_CMYK_2cYW.pdf

• PSC_Logo_CMYK_2cYW.png


LOGO FILE DIRECTORY

RGB

• PSC_Logo_RGB_2cYW.eps

• PSC_Logo_RGB_2cYW.pdf

• PSC_Logo_RGB_2cYW.png

PRIMARY LOGO ALTERNATE COLOR - 2 COLOR YELLOW & METALLIC GRAY

PMS

• PSC_Logo_PMS_2cYM.eps

• PSC_Logo_PMS_2cYM.jpg

• PSC_Logo_PMS_2cYM.pdf

• PSC_Logo_PMS_2cYM.png

PRIMARY LOGO ALTERNATE COLOR - 1 COLOR YELLOW

CMYK

• PSC_Logo_CMYK_Yellow.eps

• PSC_Logo_CMYK_Yellow.jpg

• PSC_Logo_CMYK_Yellow.pdf

• PSC_Logo_CMYK_Yellow.png

PMS

• PSC_Logo_PMS_Yellow.eps

• PSC_Logo_PMS_Yellow.jpg

• PSC_Logo_PMS_Yellow.pdf

• PSC_Logo_PMS_Yellow.png

RGB

• PSC_Logo_RGB_Yellow.eps

• PSC_Logo_RGB_Yellow.jpg

• PSC_Logo_RGB_Yellow.pdf

• PSC_Logo_RGB_Yellow.png

PRIMARY LOGO ALTERNATE COLOR - 1 COLOR DARK GRAY

CMYK

• PSC_Logo_CMYK_DarkGray.eps

• PSC_Logo_CMYK_DarkGray.jpg

• PSC_Logo_CMYK_DarkGray.pdf

• PSC_Logo_CMYK_DarkGray.png

PMS

• PSC_Logo_PMS_DarkGray.eps

• PSC_Logo_PMS_DarkGray.jpg

• PSC_Logo_PMS_DarkGray.pdf

• PSC_Logo_PMS_DarkGray.png

RGB

• PSC_Logo_RGB_DarkGray.eps

• PSC_Logo_RGB_DarkGray.jpg

• PSC_Logo_RGB_DarkGray.pdf

• PSC_Logo_RGB_DarkGray.png

PRIMARY LOGO ALTERNATE COLOR - 1 COLOR GRAY

CMYK

• PSC_Logo_CMYK_Gray.eps

• PSC_Logo_CMYK_Gray.jpg

• PSC_Logo_CMYK_Gray.pdf

• PSC_Logo_CMYK_Gray.png

PMS

• PSC_Logo_PMS_Gray.eps

• PSC_Logo_PMS_Gray.jpg

• PSC_Logo_PMS_Gray.pdf

• PSC_Logo_PMS_Gray.png


LOGO FILE DIRECTORY

RGB

• PSC_Logo_RGB_Gray.eps

• PSC_Logo_RGB_Gray.jpg

• PSC_Logo_RGB_Gray.pdf

• PSC_Logo_RGB_Gray.png

PRIMARY LOGO ALTERNATE COLOR - 1 COLOR METALLIC GRAY

PMS

• PSC_Logo_PMS_Metallic.eps

• PSC_Logo_PMS_Metallic.jpg

• PSC_Logo_PMS_Metallic.pdf

• PSC_Logo_PMS_Metallic.png

ALTERNATE MARK - 1 COLOR YELLOW

CMYK

• PSC_Alternate_CMYK_Yellow.eps

• PSC_Alternate_CMYK_Yellow.jpg

• PSC_Alternate_CMYK_Yellow.pdf

• PSC_Alternate_CMYK_Yellow.png

PMS

• PSC_Alternate_PMS_Yellow.eps

• PSC_Alternate_PMS_Yellow.jpg

• PSC_Alternate_PMS_Yellow.pdf

• PSC_Alternate_PMS_Yellow.png

RGB

• PSC_Alternate_RGB_Yellow.eps

• PSC_Alternate_RGB_Yellow.jpg

• PSC_Alternate_RGB_Yellow.pdf

• PSC_Alternate_RGB_Yellow.png

ALTERNATE MARK - 1 COLOR DARK GRAY

CMYK

• PSC_Alternate_CMYK_DarkGray.eps

• PSC_Alternate_CMYK_DarkGray.jpg

• PSC_Alternate_CMYK_DarkGray.pdf

• PSC_Alternate_CMYK_DarkGray.png

PMS

• PSC_Alternate_PMS_DarkGray.eps

• PSC_Alternate_PMS_DarkGray.jpg

• PSC_Alternate_PMS_DarkGray.pdf

• PSC_Alternate_PMS_DarkGray.png

RGB

• PSC_Alternate_RGB_DarkGray.eps

• PSC_Alternate_RGB_DarkGray.jpg

• PSC_Alternate_RGB_DarkGray.pdf

• PSC_Alternate_RGB_DarkGray.png

ALTERNATE MARK - 1 COLOR GRAY

CMYK

• PSC_Alternate_CMYK_Gray.eps

• PSC_Alternate_CMYK_Gray.jpg

• PSC_Alternate_CMYK_Gray.pdf

• PSC_Alternate_CMYK_Gray.png

PMS

• PSC_Alternate_PMS_Gray.eps

• PSC_Alternate_PMS_Gray.jpg

• PSC_Alternate_PMS_Gray.pdf

• PSC_Alternate_PMS_Gray.png


LOGO FILE DIRECTORY

RGB

• PSC_Alternate_RGB_Gray.eps

• PSC_Alternate_RGB_Gray.jpg

• PSC_Alternate_RGB_Gray.pdf

• PSC_Alternate_RGB_Gray.png

ALTERNATE MARK - 1 COLOR METALLIC GRAY

PMS

• PSC_Alternate_PMS_Metallic.eps

• PSC_Alternate_PMS_Metallic.jpg

• PSC_Alternate_PMS_Metallic.pdf

• PSC_Alternate_PMS_Metallic.png

ALTERNATE MARK

Black

• PSC_Alternate_k.eps

• PSC_Alternate_k.jpg

• PSC_Alternate_k.pdf

• PSC_Alternate_k.png

White

• PSC_Alternate_white.eps

• PSC_Alternate_white.pdf

• PSC_Alternate_white.png


EXAMPLES OF IMPROPER USE

The composition of a logo is very specific, and important to proper recognition of your brand. It is very important that you do not attempt to recreate the logo, in any form. Changing the logo’s fonts or colors, stretching any elements, or adding and subtracting elements in any form is prohibited.

White Space Infringements

Enclosure (never enclose the mark, either partially or totally)

Distortion

Overlapping

Transparency / Watermark

Improper color

SAMPLE TEXT SAMPLE TEXT

SAMPLE TEXT. HENIM ARIA DOLUT QUASPITECTO EXPLANTO MAGNIMI, ET ET, ODICIENTUR REM AUT AT PELITAM IDIGEND ELLUPTATE SIMIL


PUBLIC SECTORCONSULTANTSPSC

EXAMPLES OF IMPROPER USE, CONTINUED

The composition of a logo is very specific, and important to proper recognition of your brand. It is very important that you do not attempt to recreate the logo, in any form. Changing the logo’s fonts or colors, stretching any elements, or adding and subtracting elements in any form is prohibited.

Distracting BackgroundDrop shadow

Wrong Fonts


PMS: 431

C:57 M:45 Y:40 K:8

R:117 G:123 B:131

PSC GRAY

PMS: 412

C:57 M:55 Y:56 K:27

R:101 G:91 B:88

PSC DARK GRAY

THE COLOR PALETTE

The brand for PSC is comprised of three primary colors and three secondary colors. Always use the color breakouts in this guide to ensure accuracy and consistency. Do not stray from these brand colors.

• It is normal for color variations to occur between coated and uncoated stocks and among various digital printing devices, particularly in-office printers.

• The logo and color palette will be provided to you in various color spaces; PMS, full color/four color/CMYK, RGB, black, and reversed. Use the full-color/4 color/CMYK logo when printing digital or 4 color offset.

• Use RGB colors only for Web, television, or other “screen” devices. RGB color breaks are much more limited than full color/4 color/CMYK color breaks and, therefore, these tones may vary widely from the printed colors.

• Please see page 8 for a more thorough explanation of color spaces.

Please note: Colors vary depending upon printing device and monitor screen. Should you have questions or should additional considerations need to be made, please contact Redhead Design Studio at 517.853.3681 for guidelines.

PMS: 116

C:0 M:34 Y:96 K:0

R:255 G:182 B:2

Primary Brand Colors

Color

PSC YELLOW

PMS: 2975

C:42 M:1 Y:3 K:0

R:139 G:212 B:238

Secondary Brand Colors

PSC SKY BLUE

PMS: 10396

PSC METALLIC GRAY


PUBLICATION TYPOGRAPHY

The font selections to be used within the PSC brand publications are “Swiss 721,” and “Georgia.”

“Swiss 721” is the a san-serif typeface intended for headline, sidebar or callout information. It should always be used in Title Case unless otherwise noted. This is a bold, sans serif typeface. This display face should be used for headlines or in other cases where short lines of large type are needed, such as banners or posters. The lighter face should be used for callouts that use larger amounts of copy such as in the beginning of this brand book (refer to page 4). It’s bold condensed weight has been used to call out the names, small bold telephone and mobile identifiers, and the website on the business card and letterhead.

“Georgia” is the typeface used for primary body copy in formal correspondence as well as publications such as proposals and reports. It is a tradional serif typeface. It’s bold face should be used for tertiary level headings within the report and proposal.

To purchase Swiss 721, please visit www.myfonts.com and search for “Swiss 721.” “Georgia” should be available in your font library.

Swiss 721 Bold Condensed (Sans Serif)

Swiss 721 Ultra BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

The quick brown fox jumps over the lazy dog.

Swiss 721 Light (Sans Serif)

Swiss 721 LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz


Georgia Regular (Serif)

Georgia RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz


Georgia Bold (Serif)

Georgia RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz



IDENTITY TYPOGRAPHY

The font selection to be used within the PSC brand identity is “Swiss 721,” and “Whitney.”

“Swiss 721” is the PSC display face. It should always be used in Title Case unless otherwise noted. This is a bold, sans serif typeface. It’s bold condensed weight has been used to call out the names, small bold telephone and mobile identifiers, and the website on the business card and letterhead.

“Whitney” is the sans serif face used in the stationery and it’s bold weight is used in the text of the logo. It is a clean and versatile sans serif font. This font should only be used on the stationery. It’s book weight has been used for emails, address, and phone numbers on the business cards as well as the address on the envelopes and letterhead.

To purchase these fonts, please visit www.myfonts.com and search for “Swiss 721.” Please visit www.typography.com/fonts/whitney to purchase “Whitney.”

Whitney Bold (Sans Serif)

Whitney BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz


Whitney Book (Sans Serif)

Whitney BookABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz



SOCIAL MEDIA

These avatars and cover photos are to be used on Facebook, Twitter, Instagram, YouTube, Google+, Vine, and other social media platforms.

Social media avatar and Facebook cover image

Alternate social media avatars


BUSINESS CARD

Size: 3.5” x 2”

Pages: one page, double sided

Stock: Neenah Crane’s Lettra Fluorescent White 220# DTC

Print Process: Offset

Finish Work: Trim to size, Logo embossed on back of card

Samples

JANE DOEPosition Title

[email protected]

230 N. Washington Square, Suite 300, Lansing, MI 48933

T 517.484.4954 M 123.456.7890 PSCINC.COM

Back

Front


ENVELOPE

Size: No.10 Commercial Envelope (9.5” x 4.125”)

Pages: one page, one sided

Stock: Neenah Crane’s Lettra Fluorescent White 80# T


Finish Work: Trim and fold to size

LETTERHEAD

Size: 8.5” x 11”




Finish Work: Trim to size

Samples

April 21, 2016

Michael KennedyMichigan Department of Technology, Management and BudgetPO Box 30026525 West Allegan St.Lansing, MI 48909

Dear Mr. Kennedy,

Attached please fi nd a proposal from Public Sector Consultants Inc. (PSC) to the State of Michigan for the 21st Century Infrastructure Commission. The proposal outlines the scope of work and presents a timeline and project staff . The budget is provided in a separate attachment (Exhibit C). I have also included information about the fi rm and some of its relevant prior experience.

PSC is uniquely qualifi ed to support the State’s 21st Century Infrastructure Commission. No other entity has neither the expertise in conducting similar research—and stakeholder—driven processes on behalf of the State and other entities, the level of content expertise on natural resources issues, nor the depth of relationships with the natural resource stakeholders. We hope you agree and select us to help you with this important work.

Should you have questions about the scope, activities, timeline, or costs, please contact me at 517.484.4954.

Sincerely,

Julie Metty BennettSenior Vice President

Enclosure

230 N. Washington Square

Suite 300Lansing, MI 48933

T 517.484.4954 F 517.484.6549 PSCINC.COM


Suite 300Lansing, MI 48933

T 517.484.4954 F 517.484.6549 PSCINC.COM


Suite 300

Lansing, MI 48933


THANK YOU CARD

Size: 5.5” x 8.125” (flat); 5.5” x 4.125” (folded)

Pages: one page, double sided

Stock: Neenah Crane’s Lettra Fluorescent White 90# C


Finish Work: Trim to size and fold (fold is a short fold by 0.0625)

ENVELOPE

Size: A2 Envelope (4.375” x 5.74”)




Finish Work: Trim to size and fold

OR if printing on colored envelope:

Size: A2 Envelope (4.375” x 5.74”)


Stock: Neenah Astrobrights Galaxy Gold 60# T


Finish Work: Trim to size and fold

Thank you card & Envelope


Suite 300

Lansing, MI 48933


Suite 300

Lansing, MI 48933

PSCINC.COM230 N. Washington Square, Suite 300, Lansing, MI 48933


brand book last modified: 08.16 · a brand is a recognizable and trustworthy badge of origin and...

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