brand standards guide...the font is “outlined” in the logo final art to ensure the relationship...
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BRAND STANDARDS GUIDE
2LEGAL AID JUSTICE CENTER BRAND STANDARDS GUIDE
INTRODUCTION TO THE BRAND STANDARDS GUIDE
In 2012, the Legal Aid Justice Center developed a new brand identity
to reflect our current mission and positioning. The new identity sets
the tone for all external communication materials including letters,
brochures, posters, etc., and presents a consistent image of the Legal
Aid Justice Center to our constituents and partners throughout the
state of Virginia.
Consistently applying our logo and adhering to the standards in
this manual reinforces our image as a strong, unified organization
committed to the community. These standards foster a technical
understanding of the components and structure of our image. The
following pages provide information on how to most effectively
leverage our identity in everyday communications.
When questions arise during the creation of the Legal Aid Justice
Center’s communications materials, please feel free to contact
Payne, Ross & Associates at info@payneross.com for assistance. Any
deviations from these guidelines should be carefully considered.
INTRODUCTION
LEGAL AID JUSTICE CENTER BRAND STANDARDS GUIDE 3
LOGO SIZE AND PROPORTION
The minimum size for usage of the Legal Aid Justice Center
logo is intended to create a visual standard among printed and
electronic communications. It is important not to reduce the
logo to less than 2 inches wide as it will not reproduce well.
LOGO ELEMENT AND CLEAR SPACE
No element should come closer to the Legal Aid Justice Center
logo and tagline than the height of the “E” in the logotype
of “Legal.” This clear space is applied to all four sides of the
brandmark.
OUR IDENTITY
1.5 INCHESThis is the minimum width that the logo should be used
4LEGAL AID JUSTICE CENTER BRAND STANDARDS GUIDE
OUR IDENTITY
TYPOGRAPHY
Engravers Roman is the font used in the Legal Aid Justice
Center’s logo. The font is “outlined” in the logo final art to ensure
the relationship between the characters does not change in
sizing. The complementary font used in all identity materials for
names, titles, addresses and office locations is Arial Regular
and Bold.
IDENTITY FONTS
ENGRAVERS ROMAN (used in the logo)
Arial Regular and Arial Bold (Mac font) are used in the
correspondence materials.
PC FONTS
Arial, Arial Bold* Times New Roman Typefaces used in our correspondence letters are Times New
Roman Regular and Arial. Arial can be used for short paragraphs,
pull-out quotes and web uses. Use Arial bold for headlines.
*Arial Bold is created by using Arial and changing it in the
MicroSoft Word formatting palette in MicroSoft Word to “B” for
bolded type, or with the shortcut, pressing ‘Ctrl’ key and ‘B’ key
simultaneously.
ADDITIONAL MARKETING/COLLATERAL MAC FONTS
UNIVERS EXTRA BLACK EXTENDED
Goudy OldStyle Regular, Goudy OldStyle Italic
Avenir Light, Avenir Roman, Avenir Medium, Avenir Black
These fonts are typically on a Macintosh computer and can be
used by graphic designers for collateral materials.
LEGAL AID JUSTICE CENTER BRAND STANDARDS GUIDE 5
PRIMARY COLOR PALETTE
LAJC BERRY/ORANGE GRADIENTBERRY ORANGE
C:20 R:165 C:10 R:224M:100 G:5 M:60 G:126Y:0 B:117 Y:100 B:39K:20 HEX#a50575 K: 0 HEX#e07e27
LAJC DARK GREY
C:0 R:77M:0 G:77Y:0 B:79K:85 HEX#4d4d4f
DARK GREY CMYK BUILD C:10M:5Y:10K:76
LAJC BLUE/GREEN GRADIENTBLUE GREEN
C:81 R:53 C:60 R:103
M:51 G:117 M:0 G:174Y:1 B:185 Y:100 B:62K:0 HEX#3575b9 K:10 HEX#67ae3e
NEUTRAL
C:0 R:211M:0 G:210Y:9 B:196K:25 HEX#d3d2c4
Specificationsforusing4-colorprocess(CMYK)andwhencreatingweb
(RGBandHEX#)orPowerpointpresentations(RGB).
OUR IDENTITY
SECONDARY NEUTRAL COLOR
LEGAL AID JUSTICE CENTER BRAND STANDARDS GUIDE 6
OUR IDENTITY
LOGO USE WITHOUT COLOR
The grayscale version of the Legal Aid Justice Center’s logo is
used when color printing methods (CMYK and PMS color) are
unavailable. The grayscale version should not be used in any
electronic materials or communications including PowerPoint,
PDFs, Facebook, Twitter, our website, in e-communication and
email signatures.
LOGO USE ON SOLID BACKGROUNDS
The preferred usage of the Legal Aid Justice Center’s logo is on a
white background. It is acceptable to use the color logo on a 20%
screen of the Legal Aid Justice Center’s identity neutral color. If
a four-color option is not available the “grayscale on 10% black”
logo can be used on a 10% gray background (as shown below).
A digital version of this file is included on our “Legal Aid Justice
Center’s Identity” CD and stored in our logo folder on the
shared drive.
Color logo on LAJC Neutral Grayscale logo on 10% black
Color logo reversed out to white on 85% black
LEGAL AID JUSTICE CENTER BRAND STANDARDS GUIDE 7
OUR IDENTITY
MAINTAINING LOGO INTEGRITY
1. Do not scale logo smaller than 2 inches wide.
2. Do not set logo on an angle.
3. Do not distort the logo when resizing. Keep the width and
height proportions equal.
4. Do not change the colors of the logo.
5. Do not place design elements or type within the reserved
area/specified border surrounding the logo (see page 3).
6. Do not reverse logo out of black, only 85% black.
7. Do not place the logo on textures or backgrounds that may
impair legibility.
1
4
7
2
6
3
5
Volunteer
LEGAL AID JUSTICE CENTER BRAND STANDARDS GUIDE 8
CORRESPONDENCE
Our letterhead, envelopes and business cards are a reflection
of the Legal Aid Justice Center. Consistency is critical to
ensure that we present a unified and professional appearance.
All offices and programs are to use the official Legal Aid
Justice Center format for letterhead, envelopes and business
cards. The correspondence package should be printed by
a color laser printer, a digital printing process or as 4-color
offset printing whenever possible.
CORRESPONDENCE MATERIALS
The correspondence package includes:
Business Card
Letterhead
#10 Envelope
9LEGAL AID JUSTICE CENTER BRAND STANDARDS GUIDE
CORRESPONDENCE
BUSINESS CARD
3.5 x 2 in
Classic Crest Avon Brilliant White, 80# cover
Digital 4-color printing, bleeds
Individual business card
(scaled down 75%)
www.justice4all.org
Alex Gulotta, Attorney at Law Executive Director
Legal Aid Justice Center
1000 Preston Avenue, Suite A
Charlottesville, VA 22903
Phone: 434-977-0553 ext.102
Fax: 434-977-0558�
alex@justice4all.org
10LEGAL AID JUSTICE CENTER BRAND STANDARDS GUIDE
CORRESPONDENCE
BUSINESS CARD
Versions for the volunteer and bilingual business cards.
Volunteer
(scaled down 75%)
Bilingual
(scaled down 75%)
Immigrant Advocacy Program
Tim Freilich, Legal Director1000 Preston Avenue, Suite A Charlottesville, VA 22903� Telephone: 43�4-977-0553� ext.111 Toll-free for clients: 1-800-763�-73�23� Fax: 43�4-977-0558
www.justice4all.org | email: tim@justice4all.org
Centro De Justicia De Asistencia LegalPrograma De Abogacia Para El Inmigrante (PAPI)
www.justice4all.org | email: tim@justice4all.org
Tim Freilich, Director De Asuntos Legales1000 Preston Avenue, Oficina A, Charlottesville, VA Telefono: 43�4-977-0553� ext. 111 Llamadas gratis dentro de los EEUU: 1-800-763�-73�23�Llamades gratis desde Mexico: 001-800-892-1751 Fax: 43�4-977-0558
www.justice4all.org | email: tim@justice4all.org
Legal Aid Justice Center
www.justice4all.org
1000 Preston Avenue, Suite A Charlottesville, VA 22903Telephone: 434-977-0553 | Fax: 434-977-0558www.justice4all.org
Volunteer:
Program:
Contact Information:
LEGAL AID JUSTICE CENTER BRAND STANDARDS GUIDE 11
CORRESPONDENCE
LETTERHEAD
8.5 x 11 in
Classic Crest Superfine Avon White, 70# text
Digital 4-color printing, no bleeds
(scaled down 60%)
1000 Preston Avenue, Suite A, Charlottesville, VA 22903 | www.justice4all.org
Phone: 434-977-0553 | Fax: 434-977-0558 | Toll-free: 800-763-7323
LEGAL AID JUSTICE CENTER BRAND STANDARDS GUIDE
1000 Preston Avenue, Suite A, Charlottesville, VA 22903 | www.justice4all.org Phone: 434-977-0553 | Fax: 434-977-0558 | Toll-free 800-763-7323
DateFont: Times(HRET)(HRET)Salutation,(HRET)Itas aut rae. Lorrore ssitiosseque possedigenis dolut volorib usaestia porro modi conem reiciis aut ent, serum volupta dit ullupta tendign ihillab id que periandanda ium reptas ea ipsae ni rem iminusd aestio dolor autem faccae dolum aborita tiaspis citaeperum, ut a natem re volo estotat harum quundae volorem vellandis dolupicto deliam et, corae cum reribus.
Nemolup itatiores aliquam velenimint optatus apedit a vendis aut officientis in corectatur, te comnis sum quassin ex ea dolor ratiae nia destrum utatia sam, sequia quia volupta ipsa sum quos denia aut arcipsapero cuptatem ut idi ommolle stisit del ma quisqua tionser ferit, nihillu ptatemodi odi corem sus molestiandem faccull aborpor epedit, torem sima ium ditas amus explabor sequuntiunt, inctia ditasim intiusdam
Uditectias magnias eum atemporiti offici utassi doluptatiis cupta nonem et quiatum atat eaqui doluptatem reperumque doluptae volorporum, et quam fugiatem faccaectis volora-tus dolorem porerfe rfernatae re nos miliqui cum quae escium, abo. Itaturi con cus, vellore nitem ut explisita dolupta nonsed ut.
Voluptasimus ne dem re ipsandae ipit velessed quo dus, que num quam, venes conse ne dolorrum fugiae dolor mo tem. Itae doluptatur milibust, quatiumquam voloris ditias alis susa conet a acilitiurem aspel entem eos remped quost, sernatias ad qui simpedit poreste ndernate volupta tiscil il maior sunt, as quia cus a venitibusant magnimu sdant, iuntus, omnient.(HRET)Closing,(HRET)(HRET)
BOARD OF DIRECTORSEva AnthonyHerbert L. BeskinIrving M. BlankJonathan T. BlankDora CallahanLinda FreemanAnthony GambardellaEarl J. GeeDeidre GilmoreD. Brock GreenCora HayesTracey C. HopperHarry “Pete” M. Johnson IIIJoy JohnsonJames A. McCauleyJohn M. Oakey Jr.James E. RyanCharles K. SeyfarthThomas G. Slater Jr.Thomas Stark, IV
ADVISORY COUNCILEd Bain Jr.Herbert L. BeskinTom BevacquaElizabeth BirdsallKelli Sutton BlockJohn ConoverLlezelle DuggerChris DumlerD. Brock GreenTracey HopperElvira Tate HoskinsMarijean JaggersEdward LowryPam McArdlePeter McIntoshCynthia NeffHelen ParrishGeoff PittsTina ReesRick RichmondBryan SlaughterBonnie WoodElizabeth WoodardShannon Worrell
12
LETTER FORMAT
Example of a master letterhead design with board list.Template: LAJC LH_BOD version.dot
(scaled down 60%)
CORRESPONDENCE
1” margin
1.5” from bottom
Body text for letters: Times New Roman Regular 11 pt type
1.75” margin.6875” margin
Name:Arial 6 pt type
Header: Arial Bold* all caps 6 pt type
*make Arial bold in formatting palette
A digital version of this file is included on our “Legal Aid Justice Center’s Identity” CD and stored in our logo folder on the shared drive.
LEGAL AID JUSTICE CENTER BRAND STANDARDS GUIDE 13
LETTER FORMAT
Example of master letterhead with person’s name and title.Template: LAJC LH_alex_gulotta.dot
(scaled down 60%)
CORRESPONDENCE
Alex GulottaExecutive Director
1000 Preston Avenue, Suite A, Charlottesville, VA 22903 | www.justice4all.org Phone: 434-977-0553 | Fax: 434-977-0558 | Toll-free 800-763-7323
DateFont: Times(HRET)(HRET)Salutation,(HRET)Itas aut rae. Lorrore ssitiosseque possedigenis dolut volorib usaestia porro modi conem reiciis aut ent, serum volupta dit ullupta tendign ihillab id que periandanda ium reptas ea ipsae ni rem iminusd aestio dolor autem faccae dolum aborita tiaspis citaeperum, ut a natem re volo estotat harum quundae volorem vellandis dolupicto deliam et, corae cum reribus.
Nemolup itatiores aliquam velenimint optatus apedit a vendis aut officientis in corectatur, te comnis sum quassin ex ea dolor ratiae nia destrum utatia sam, sequia quia volupta ipsa sum quos denia aut arcipsapero cuptatem ut idi ommolle stisit del ma quisqua tionser ferit, nihillu ptatemodi odi corem sus molestiandem faccull aborpor epedit, torem sima ium ditas amus explabor sequuntiunt, inctia ditasim intiusdam
Uditectias magnias eum atemporiti offici utassi doluptatiis cupta nonem et quiatum atat eaqui doluptatem reperumque doluptae volorporum, et quuassin ex ea dolor ratiae nia destrum utatia sam, sequia quia volupta ipsa sum quos denia aut arcipsapero cuptatem ut idi ommolle stisit del ma quisqua tionser ferit, nihillu ptatemodi odi corem sus molestiandem faccull aborpor epedit, torem sima ium ditas amus explabor sequuntiunt, inctia ditasim intiam fugiatem faccaectis voloratus dolorem porerfe rfernatae re nos miliqui cum quae escium, abo. Itaturi con cus, vellore nitem ut explisita dolupta nonsed ut.
Voluptasimus ne dem re ipsandae ipit velessed quo dus, que num quam, venes conse ne dolorrum fugiae dolor mo tem. Itae doluptatur milibust, quatiumquam voloris ditias alis susa conet a acilitiurem aspel entem eos remped quost, sernatias ad quassin ex ea dolor ratiae nia destrum utatia sam, sequia quia volupta ipsa sum quos denia aut arcipsapero cuptatem ut idi ommolle stisit del ma quisqua tionser ferit, nihillu ptatemodi odi corem sus molestiandem faccull aborpor epedit, torem sima ium ditas amus explabor sequuntiunt, inctia ditasim intiui simpedit poreste ndernate volupta tiscil il maior sunt, as quia cus a venitibusant magnimu sdant, iuntus, omnient.(HRET)Closing,(HRET)(HRET)
1” margin1” margin
1.5” from bottom
Name: Arial Bold*, 8 pt type Title: Arial, 8 pt type
*make Arial bold in formatting palette
A digital version of this file is included on our “Legal Aid Justice Center’s Identity” CD and stored in our logo folder on the shared drive.
Body text for letters: Times New Roman Regular 11 pt type
LEGAL AID JUSTICE CENTER BRAND STANDARDS GUIDE
Program Name
1000 Preston Avenue, Suite A, Charlottesville, VA 22903 | www.justice4all.org Phone: 434-977-0553 | Fax: 434-977-0558 | Toll-free 800-763-7323
DateFont: Times(HRET)(HRET)Salutation,(HRET)Itas aut rae. Lorrore ssitiosseque possedigenis dolut volorib usaestia porro modi conem reiciis aut ent, serum volupta dit ullupta tendign ihillab id que periandanda ium reptas ea ipsae ni rem iminusd aestio dolor autem faccae dolum aborita tiaspis citaeperum, ut a natem re volo estotat harum quundae volorem vellandis dolupicto deliam et, corae cum reribus.
Nemolup itatiores aliquam velenimint optatus apedit a vendis aut officientis in corectatur, te comnis sum quassin ex ea dolor ratiae nia destrum utatia sam, sequia quia volupta ipsa sum quos denia aut arcipsapero cuptatem ut idi ommolle stisit del ma quisqua tionser ferit, nihillu ptatemodi odi corem sus molestiandem faccull aborpor epedit, torem sima ium ditas amus explabor sequuntiunt, inctia ditasim intiusdam
Uditectias magnias eum atemporiti offici utassi doluptatiis cupta nonem et quiatum atat eaqui doluptatem reperumque doluptae volorporum, et quam fugiatem faccaectis volora-tus dolorem porerfe rfernatae re nos miliqui cum quae escium, abo. Itaturi con cus, vellore nitem ut explisita dolupta nonsed ut.
Voluptasimus ne dem re ipsandae ipit velessed quo dus, que num quam, venes conse ne dolorrum fugiae dolor mo tem. Itae doluptatur milibust, quatiumquam voloris ditias alis susa conet a acilitiurem aspel entem eos remped quost, sernatias ad qui simpedit poreste ndernate volupta tiscil il maior sunt, as quia cus a venitibusant magnimu sdant, iuntus, omnient.(HRET)Closing,(HRET)(HRET)
NameTitle
14
LETTER FORMAT
Example of master letterhead with program title, director name and title, and any additional staff names and titles. Template: LAJC LH_progrm title only.dot
(scaled down 60%)
CORRESPONDENCE
1.75” margin
1.5” from bottom
1” margin
Title: Arial, 6 pt type
Name: Arial Bold* all caps 6 pt type
*make Arial bold in formatting palette
.6875” margin
Program Name: Arial Bold*, 8 pt type
*make Arial bold in formatting palette
A digital version of this file is included on our “Legal Aid Justice Center’s Identity” CD and stored in our logo folder on the shared drive.
Body text for letters: Times New Roman Regular 11 pt type
LEGAL AID JUSTICE CENTER BRAND STANDARDS GUIDE 15
LETTER FORMAT
Example of master letterhead with program title, name and title. Template: LH_name, title & program.dot
(scaled down 60%)
CORRESPONDENCE
2 1/4 in. margin
Claire Curry, Program Legal DirectorCivil Advocacy Program
1000 Preston Avenue, Suite A, Charlottesville, VA 22903 | www.justice4all.org Phone: 434-977-0553 | Fax: 434-977-0558 | Toll-free 800-763-7323
DateFont: Times(HRET)(HRET)Salutation,(HRET)Itas aut rae. Lorrore ssitiosseque possedigenis dolut volorib usaestia porro modi conem reiciis aut ent, serum volupta dit ullupta tendign ihillab id que periandanda ium reptas ea ipsae ni rem iminusd aestio dolor autem faccae dolum aborita tiaspis citaeperum, ut a natem re volo estotat harum quundae volorem vellandis dolupicto deliam et, corae cum reribus.
Nemolup itatiores aliquam velenimint optatus apedit a vendis aut officientis in corectatur, te comnis sum quassin ex ea dolor ratiae nia destrum utatia sam, sequia quia volupta ipsa sum quos denia aut arcipsapero cuptatem ut idi ommolle stisit del ma quisqua tionser ferit, nihillu ptatemodi odi corem sus molestiandem faccull aborpor epedit, torem sima ium ditas amus explabor sequuntiunt, inctia ditasim intiusdam
Uditectias magnias eum atemporiti offici utassi doluptatiis cupta nonem et quiatum atat eaqui doluptatem reperumque doluptae volorporum, et quuassin ex ea dolor ratiae nia destrum utatia sam, sequia quia volupta ipsa sum quos denia aut arcipsapero cuptatem ut idi ommolle stisit del ma quisqua tionser ferit, nihillu ptatemodi odi corem sus molestiandem faccull aborpor epedit, torem sima ium ditas amus explabor sequuntiunt, inctia ditasim intiam fugiatem faccaectis voloratus dolorem porerfe rfernatae re nos miliqui cum quae escium, abo. Itaturi con cus, vellore nitem ut explisita dolupta nonsed ut.
Voluptasimus ne dem re ipsandae ipit velessed quo dus, que num quam, venes conse ne dolorrum fugiae dolor mo tem. Itae doluptatur milibust, quatiumquam voloris ditias alis susa conet a acilitiurem aspel entem eos remped quost, sernatias ad quassin ex ea dolor ratiae nia destrum utatia sam, sequia quia volupta ipsa sum quos denia aut arcipsapero cuptatem ut idi ommolle stisit del ma quisqua tionser ferit, nihillu ptatemodi odi corem sus molestiandem faccull aborpor epedit, torem sima ium ditas amus explabor sequuntiunt, inctia ditasim intiui simpedit poreste ndernate volupta tiscil il maior sunt, as quia cus a venitibusant magnimu sdant, iuntus, omnient.(HRET)Closing,(HRET)(HRET)
1.5” from bottom
1” margin
Name: Arial Bold*, 8 pt type Title: Arial Italic, 8 pt type Program Name: Arial Bold*, 8 pt type
*make Arial bold in formatting palette
1” margin
A digital version of this file is included on our “Legal Aid Justice Center’s Identity” CD and stored in our logo folder on the shared drive.
Body text for letters: Times New Roman Regular 11 pt type
LEGAL AID JUSTICE CENTER BRAND STANDARDS GUIDE 16
CORRESPONDENCE
#10 ENVELOPE
4.125 x 9.5 in
Classic Crest Avon Brilliant White
Digital 4 color printing, no bleeds
(scaled down 60%)
1000 Preston Avenue, Suite A, Charlottesville, VA 22903
WINTER 2013
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