brand standards guide - secure.acce.org · star symbol. use this palette to create visual interest...

B R A N D S T A N D A R D S G U I D E

Latest updated 2/4/2016

Table of Contents

Letter from our President

Our Brand

Logo

Exception Logo

Logo Standards

Brand Colors

Typography

Slogan

Design Application

Our Brand Name

Our Brand Voice

Maintaining Brand Consistency

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02

03

04

07

09

11

12

13

16

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Northern Virginia Chamber of Commerce Brand

Letter from our President

Dear Friends and Colleagues,

As stewards of the Northern Virginia Chamber of Commerce brand, we have the great privilege of

managing and building a consistent and strong identity for one of the region’s leading business

organizations. By managing our identity carefully, we will affect more compelling communication with

more effi cient use of our resources.

This guide is meant to inform all Chamber communicators in the correct and consistent use of our graphic identity.

By referencing this guide early and often in any communications effort, you’ll not only help protect our brand, but

reinforce the meaning that it holds.

I know I can count on the entire Chamber staff to share the commitment to brand excellence by following

this manual carefully and consistently.

Thank you,

Jim CorcoranPresident & CEO

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Our Brand

Just like networking events and professional development content, branding is a powerful business asset.

So, what is a brand? A brand encompasses the promises we make (either implicitly or explicitly), the entire experience we provide (through our programs, services and interactions) and the reputation that we command (in the minds of our members, partners and all our stakeholders).

A strong brand will create trust among our members, forge lasting alliances with our partners and attract the interest of prospects.

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Logo

We’ve created building blocks for communicating Northern Virginia Chamber’s Brand Identity in a unified visual system we call the Brand Assets, comprised of core elements including logo, color and type.

LOGO

The Northern Virginia Chamber of Commerce logo consists of a symbol and wordmark.

The symbol should always appear as part of the logo. Do not separate the symbol from the logo and use it as an individual design or branding element.

LOGO WITH TAGLINE

Whenever possible, use the logo version with the tagline “lockup”. It is our goal to have the tagline message pervasive in our communications.

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Symbol Wordmark

CORE BRAND ELEMENTSLogo Elements

Tagline


Exception Logos

VERTICAL LOGO

The horizontal versions on the previous page are preferred. However, there will be instances where the vertical version will be the better option regarding the shape it must fit on.

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VERTICAL LOGO WITH TAGLINE

As with the horizontal version, use the logo version with the tagline “lockup” whenever possible. It is our goal to have the tagline message pervasive in our communications.



Exception Logos

ONE COLOR INK VERSIONS

There will be instances where only one color of ink may be possible to reproduce the logo.

Some instances may be a low cost T-shirt, or giveaway item where only one color of ink can be used. The white version is preferred on a solid color; ideally “Deep Blue”.

There are instances where only black ink is availible, such as a fax or black only printouts. There may also be instances where a color printing is not available such as newspaper advertisements or low-cost program handouts.

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SPONSORED BY

PROUD SPONSOR OFTHE WOLFTRAP FOUNDATION.

WWW.NOVACHAMBER.ORG | @NOVACHAMBER | 703.749.0400


Logo

WHITE TYPE VERSIONS OF LOGO AND BACKGROUNDS

The logo may also be displayed on dark images but ideally on the “Deep Blue” color background. Either solid blue or with the “Sky Blue” gradient behind the star. Either is acceptable.

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Horizontal versions Vertical versions

Northern Virginia Chamber of Commerce Brand 7

Logo

CLEAR SPACE

As the primary visual representation of our brand, our logo must stand out among other visual elements. A minimum clear space must be maintained around the logo wherever it appears. This is true for all versions of the logo. The gray area illustrates the minimum required clear space. The minimum clear space on all four sides of the logo is “N” — the height of the logotype. Wherever possible, the amount of clear space should be increased.

This includes online applications as well as printed.

CORE BRAND ELEMENTSLogo Standards


Logo: Don’t CORE BRAND ELEMENTSLogo Standards

Do not distort or redrawthe symbol.

Do not distort or redrawthe wordmark.

Do not remove the symbolfrom the logo.

Do not place the logo on aphotograph or color that doesnot provide suffi cient contrast.

Do not change thecolors of the logo.

Do not alter the positionof the logo elements.

Do not add effects, such as adrop shadow, to the logo.

Do not re-create the logousing a different typeface.

Do not rotate the logo.

NORTHERN VIRGINIACHAMBER OF COMMERCE


Color CORE BRAND ELEMENTSBrand Colors

Color is the most fundamental yet most powerful tool in creating or expressing a mood or feeling.Take advantage of it. Play with color. Color brings our brand to life.

Northern Virginia Chamber of Commerce colors serve as a foundational palette that works universally across all of Northern Virginia Chamber of Commerce touchpoints. These colors will anchor and balance color expressions when used with neutral and accent palettes.

PRIMARY PALETTENorthern Virginia Chamber of Commerce signature colors are “Deep Blue” and the cool gray colors. The gray colors are often use for type opposed to solid black.

ACCENT PALETTEThe accent color are selections from the multi-colored logo star symbol. Use this palette to create visual interest and engagement. They may be used for color coding, charts and diagrams.

COLOR NOTES Always use the precise color formulas shown here. Do not use color formulas from files that have been converted automatically within software applications. Some software may not make color conversions that are the same as the specific color values listed here.


Color CORE BRAND ELEMENTSBrand Colors

ACCENT PALETTE

Fire

PMS: 199 cCMYK: 0, 100, 100, 0RGB: 237, 28, 36HEX: #e41c24

Caribbean

PMS: 3005 cCMYK: 90, 60, 0, 0RGB: 18, 104, 179HEX: #1268b2

Sun

PMS: 1235 cCMYK: 0, 15, 90, 0RGB: 255, 213, 48HEX: #ffd430

Jade

PMS: 319 cCMYK: 51, 0, 22, 0RGB: 118, 204, 205HEX: #76cbcd

Lava

PMS: 172 cCMYK: 0, 85, 100, 0RGB: 240, 78, 35HEX: #ef4e22

Sky

PMS: 298 cCMYK: 68, 0, 0, 0RGB: 0, 194, 243HEX: #00c1f3

Lemon

PMS: 116 cCMYK: 0, 2, 85, 0RGB: 255, 237, 63HEX: #ffed3e

Hibiscus

PMS: 2405 cCMYK: 10, 87, 0, 0RGB: 217, 70, 153HEX: #d84598

Leaf

PMS: 361 cCMYK: 80, 5, 100, 0RGB: 35, 170, 74HEX: #23aa4a

Violet

PMS: 267 cCMYK: 80, 100, 0, 3RGB: 89, 43, 140 HEX: #592b8c

Orange

PMS: 185 cCMYK: 0, 68, 100, 0RGB: 243, 115, 33HEX: #f37320

Aquamarine

PMS: 3125 cCMYK: 75, 20, 25, 0RGB: 46, 159, 181HEX: #2e9fb4

Lime

PMS: 375 cCMYK: 42, 0 100, 0RGB: 161, 205, 58HEX: #a1cc3a

Lavender

PMS: 2592 cCMYK: 50, 100, 0, 0RGB: 146, 39, 143HEX: #91268f

PRIMARY PALETTE

Deep Blue

PMS: 2758 cCMYK: 100, 95, 5, 35RGB: 27, 33, 104HEX: #1a2067

Slate

PMS: 432 cCMYK: 25, 0, 0, 85RGB: 52, 69, 78HEX: #34454e

Smoke

PMS: 431 cCMYK: 20, 0, 0, 65RGB: 93, 111, 122HEX: #5c6f79

Mist

PMS: 538 cCMYK: 5, 0, 0, 20RGB: 196, 206, 212HEX: #c4cdd3


Typography CORE BRAND ELEMENTSAvenir Font Family

AVENIR LIGHT

AaBbCcDdEeFfGgHh123456789AVENIR LIGHT ITALIC

AaBbCcDdEeFfGgHh123456789AVENIR BOOK

AaBbCcDdEeFfGgHh123456789AVENIR BOOK ITALIC

AaBbCcDdEeFfGgHh123456789AVENIR ROMAN

AaBbCcDdEeFfGgHh123456789AVENIR ITALIC

AaBbCcDdEeFfGgHh123456789

AVENIR MEDIUM

AaBbCcDdEeFfGgHh123456789AVENIR MEDIUM ITALIC

AaBbCcDdEeFfGgHh123456789AVENIR BLACK

AaBbCcDdEeFfGgHh123456789AVENIR BLACK ITALIC

AaBbCcDdEeFfGgHh123456789AVENIR HEAVY

AaBbCcDdEeFfGgHh123456789AVENIR HEAVY ITALIC


Type tells a story. A typeface, used consistently, builds character.

Avenir is a typeface to represents the Northern Virginia Chamber of Commerce as it is reflective of the font on the logo. The typeface is contemporary, classic, and elegant.

With a broad range of weights, a clear hierarchy of information can be established to extend the typographical scope of the Chamber brand — whether it’s clean and simple, or bold and expressive.

In business correspondences body text should be at 12 point in size.

SUBSTITUTE FONTThe Arial font family is common to all computers. It is to be used as a substitute for Avenir in non-design programs, such as Word and PowerPoint, or when Avenier can not be used.

SUBSTITUTE FONTARIAL REGULAR

AaBbCcDdEeFfGgHh123456789ARIAL ITALIC


ARIAL BOLD

AaBbCcDdEeFfGgHh123456789ARIAL BOLD ITALIC



Slogan CORE BRAND ELEMENTSSlogan

The Chamber has used the slogan “The Voice of Business in Northern Virginia (add the TM) since the early 90’s. This is both a description of our mission and a way to distinguish us from other business associations and chambers of commerce.

“The Voice of Business in Northern Virginia™” should appear wherever possible in Chamber printed material and online. The words shoud be in initial capital letters as shown and must be accompanied by the trademark symbol, TM, to protect our long-time use.

When used as a “lockup”, with the logo it is also referred to as a tagline. Use the specific graphic files provided which include the tagline opposed to attempting to re-creating it.

The slogan may be used as a stand-alone element with the logo in proximity to it. An example is the slogan used as the main messasge on a brochure cover or signage.

The slogan may appear in various formats, such as one line, two lines or three. Also, left aligned or centered, depending on usage. Graphic files have been provided of these combinations for consistency of typographical style.

Tagline

One Line

Left Aligned

Centered


Design Application BRAND MATERIALSDesign Application

L A Y O U T B - B L U E W I T H L O G O O N L Y

Step and Repeat

4-COLOR PEN ON WHITE BARREL(1) IMPRINT AREA

Please confirm to include tagline. Will be very small point size and recommend no tagline.

•

DECEMBER 18, 2015

Pens

JIM CORCORAN

Staff Name Badge



T A B L E R U N N E R80”x 28”

Imprint Area: 17” H x 24” W

C L O T H C O L O R : N A V Y B L U E

F U L L T A B L E C L O T H 29” x 72” x 30”

Imprint Area: 17” H x 50” W

Fri. Dec 18, 3PMAdded taglineNeed approval

Quantity: 4 Quantity: 2

Table Runner and Table Cloth

Offi ce Name Plate Easel Signage



GET CONNECTED Providing Access to What Your Business Needs January 5, 2016

Introduction

Introduction

What Makes Us Different • Diversity of Industries • Regional Footprint • Areas of Focus

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75

100INDUSTRIES REPRESENTED

WHO WE SERVE

BUSINESSES WITH

REPRESENTING

CELEBRATING

500,000 JOBS

700 COMPANIES

January 15, 2016 8

PowerPoint Slides

Folder

Firstname LastnameTitle Position

7900 Westpark Drive, Suite A550Tysons, Virginia 22102703.749.0400 fl [email protected]

Representing employers with more than

500,000 regional employees, the

Northern Virginia Chamber of Commerce

(Northern Virginia Chamber) is the region’s

leading voice for business advocacy,

thought leadership, business development

opportunities and key community

partnerships.

For 90-plus years, the Northern Virginia

Chamber has been working hand-in-hand

with companies in the region to build

a strong business community.

The Northern Virginia Chamber is the largest

chamber of commerce in Northern Virginia

by revenue, according to Washington

Business Journal’s 2015 Book of Lists.

Visit Us OnlineW W W . N O V A C H A M B E R . O R G@ N O VA C H A M B E R | 7 0 3 . 7 4 9 . 0 4 0 0


Our Brand Name BRAND NAMEOur Brand Name

BRAND NAMETo minimize confusion regarding our brand, we should strive to use the name “Northern Virginia Chamber of Commerce” to our members and prospects—especially in the beginning of a conversation or communication. In subsequent mention, “Northern Virginia Chamber” or “The Chamber” are acceptable. Avoid verbalizing or writing “NOVA Chamber” or “NVCC”.

✔ Northern Virginia Chamber of Commerce

✔ Northern Virginia Chamber

✔ The Chamber (only after initial introductions)

✖ NOVA Chamber

✖ NVCC

✖ NOVACC


Our Brand Voice BRAND VOICEOur Brand Name

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The brand voice guides both “what” we say and “how” we say it. Every line of copy our members and potential members read, or hear, needs to clearly express the essence of who we are, what we do and what we stand for. When used effectively and consistently, our brand voice will help foster relationships with those we serve. To help facilitate that consistency, we have created a list of guidelines.

BE CONVERSATIONAL.

Write as if you are speaking to a trusted business associate. Sound smart, helpful, and most of all, confident that we can help. Use short, concise sentences. Avoid tech jargon and geek-speak.

FOCUS ON THE “VOICE OF...” ETHOS.

Our superior programs and outreach efforts better equip our member companies to achieve their business goals. Construct your communications in a manner that merchandises the powerful equity we have as “The Voice of Business in Northern Virginia.”

WE SPEAK AS ONE.

As Northern Virginia Chamber of Commerce ambassadors, we are all aligned in our mission. When we speak, we embrace our cohesive unity with inclusive plural pronouns like “we,” “our,” “us.”

BE CLEAR. BE CONCISE.

Our readers are inundated with messages. Cut through the clutter and capture their attention through copy that is clear and simple. With appropriate to both the subject and your audience. So keep in mind who you are talking to and adjust your tone accordingly.

MAKE THINGS ACTIONABLE.

In most cases what we are writing is designed to further engage our members and prospects. To that end, we should strive to de-tail next steps.

ACTIVE VERBS ENERGIZE.

Use short, strong verbs in the active voice to convey momentum and optimism. Always replace adjective with verbs whenever possible. Instead of saying “The Northern Virginia Chamber of Commerce has excellent programming”say “The Northern Virginia Chamber of Commerce delivers superior programming”

WRITE. EDIT. REVISE.

Over time you will become increasingly comfortable with using the brand voice. However, it is never a good idea to stop with your first draft. Always review what you’ve written to insure that you are conforming to the Northern Virginia Chamber of Commerce voice.


Maintaining Brand Consistency BRAND CONSISTENCYOur Brand

Much of the power of a brand lies in its consistent and long-term use. Let this guide act as a guardrail that allows your efforts to proceed expeditiously while still maintaining visual order and effectiveness. Think about how the principals in this guide can be applied across all different touchpoints.

If questions crop up about specific usage of the brand or its elements, seek guidance from the marketing staff of The Chamber. They are able to assist in determining the correct applications of the brand elements.

If decisions must be made without their counsel, err on the side of consistency, professionalism and conservative use of the brand. New brands in particular, benefit from repetition and familiarity.

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brand standards guide - secure.acce.org · star symbol. use this palette to create visual interest...

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