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OFFICIAL BRAND GUIDE

Lone Survivor Foundation Official Brand Guide • August 2019 LoneSurvivorFoundation.org

WHO WE ARE

MISSIONThe Lone Survivor Foundation restores, empowers, and renews hope for our wounded service members and their families through health, wellness, and therapeutic support.

DESCRIBING LONE SURVIVOR FOUNDATIONThe following is approved text for use in describing the foundation:

Lone Survivor Foundation provides support for wounded service members, their spouses, children, and care partners by empowering them with helpful techniques and tools addressing Post Traumatic Stress (PTS), mild Traumatic Brain Injury (mTBI), Chronic Pain, and Care Partner Stress. Lone Survivor Foundation restores, empowers, and renews hope for our wounded service members and their families through health, wellness and therapeutic support.

MARCUS LUTTRELLDo not use any language that implies an endorsement from Marcus Luttrell, or that implies his attendance or involvement with any event or promotion. The following statement is the only instance in which Marcus Luttrell’s name can be used on promotional materials:

The Lone Survivor Foundation is a Federal 501(c)3 non-profit founded in 2010 by Navy SEAL (Ret.) Marcus Luttrell.

The following trademarks are not owned by Lone Survivor Foundation and we cannot

approve their use in connection with any beneficiary event or promotion:

Marcus Luttrell (other than as specified above) – for example “The Marcus Luttrell rifle”

Lone Survivor (this is a separate trademark from Lone Survivor Foundation)

– for example “The Lone Survivor watch”

Team Never Quit (this is a separate organization, and is not connected to Lone Survivor Foundation)

Patriot Tour (this event is not connected with LSF)

• ONE-ON-ONE COUNSELING• GROUP EDUCATIONAL SESSIONS• COMBAT TRAUMA SPECIFIC YOGA• NEUROFEEDBACK• ACCELERATED RESOLUTION THERAPY (ART)

• OTHER CUTTING EDGE THERAPIES

WHAT WE DO NOT DO AT OUR PROGRAMS

• WEAPONS AND ALCOHOL ARE NOT PERMITTED AT OUR FACILITIES• ANYTHING INVOLVING AGGRESSIVE BEHAVIOR (FIGHTING, BOXING, ETC.)

• LSF PROGRAMS MAY INCLUDE TIME FOR RECREATIONAL ACTIVITIES, BUT RECREATION IS NOT THE PURPOSE OR GOAL OF THE LSF PROGRAM

KEY WORDS THAT DESCRIBE US EMPOWER(ING)HOPEHEALINGRENEW(ING)POST TRAUMATIC STRESS (PTS) MILD TRAUMATIC BRAIN INJURY (MTBI) CHRONIC PAIN

WHAT WE DO AT OUR PROGRAMS

TERMS NOT TO USEWOUNDED WARRIORSRECREATION(AL)VACATIONHUNTING FISHING

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INTRODUCTION

WHY WE CREATED THIS BRAND GUIDEThe purpose of the brand guide is to explain the use of the brand style and to reinforce consistent application of the visual elements in all communications. Guidelines on the use of the logo are included.

WHO SHOULD USE THE BRAND GUIDE?Anyone working internally or externally to promote the mission of Lone Survivor Foundation. The guide should be followed when using the logo to promote the foundation brand via events, fundraisers, advertising, print materials, presentations, or apparel.

PROPER USAGE OF THE LONE SURVIVOR FOUNDATION NAME & MARK• Use of the Lone Survivor Foundation logo on any promotional materials including, but notlimited to, advertising (electronic and print), letters, brochures, flyers and press releases,must be approved in writing

• The full name of the Foundation is “Lone Survivor Foundation” (with no preceding “the” as in “the Lone Survivor Foundation.”) The Foundation should be identified by its full name in thefirst reference in all materials pertaining to the event. The term ‘Foundation’ (capitalized) or ‘LSF’may be used sparingly after the first reference. Please do not use any other interpretation orvariance of the Foundation name. The Foundation is never to be referenced as “Lone Survivor.”

• Lone Survivor Foundation may only be identified as the beneficiary of any outside event orpromotion. For example, you should not call an event “The Lone Survivor Foundation Walka-Thon.” Rather, the event should be promoted as the “Walk-a-Thon Benefiting Lone SurvivorFoundation.” All marketing material for the event or promotion must reflect Lone SurvivorFoundation as the beneficiary, not the host, presenter, or sponsor (for example, “proceedsfrom this event will benefit the Lone Survivor Foundation.”)

• Creation of websites, social media pages, or the like with any combination of the words ‘Lone Survivor Foundation’ is not permitted, nor is the Foundation’s logo to be used as arepresentative image (profile picture, header image, etc.)

ARTWORKMaster artwork should always be used when reproducing the Lone Survivor Foundation logo. Always ensure you are using the correct artwork for the application and that you have authorization from the foundation. The foundation has all appropriate files for any potential application. Logos should not be taken from this document.

The foundation reserves all rights to accept or reject final usage of the logo or any other non-authorized files including website, social media, etc.

OBTAINING LOGO FILESTo obtain logo files, please contact the Lone Survivor Foundation. We are happy to send the files you need and answer any questions about appropriate usage.

Lone Survivor Foundation1414 11th Street, Suite 1Huntsville, Texas [email protected]

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PRIMARY LOGO

STACKED LOGO

The preferred version of the Lone Survivor Foundation logo is stacked, with a gold eagle on top of gray text.

HORIZONTAL LOGO

A horizontal version of the Lone Survivor Foundation logo is available when the stacked logo will not work within given proportions. The horizontal logo features a gold eagle to the left of gray text.

PRIMARY BRAND COLOR - LSF GOLDPANTONE® 131C-0 M-32 Y-100 K-0R-231 G-166 B-20HEX: #E7A614THREAD*: MD-1025

PRIMARY BRAND COLOR - LSF GRAYPANTONE® COOL GRAY 11C-0 M-2 Y-0 K-68R-113 G-112 B-115HEX: #717073THREAD*: MD-1540

PRIMARY BRAND COLOR - PROCESS BLACKPANTONE® PROCESS BLACK CC-0 M-0 Y-0 K-100R-0 G-0 B-0HEX: #000000THREAD*: MD-1009

In lieu of the colors shown, you may use the PANTONE® Colors listed above. The colors shown on this page have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE® Color Standards. Consult current PANTONE Color Publications for accurate color. The CMYK values shown may not be equivalent to the ones cited in the current PANTONE Publications. PANTONE® is the property of Pantone, Inc.

*Madeira (MD) thread color information: 800-225-3001

The Lone Survivor Foundation color standards must be followed in order to retain the integrity of the brand. Accurate reproduction of the color scheme is essential in communicating a clear and consistent message. Pantone colors should be used wherever possible, with CMYK / RGB being matched as closely as possible depending on the materials and print process.

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LOGO ON A LIGHT BACKGROUND

LOGO ON A DARK BACKGROUND

two color logo

gold eagle, white text

one color logo - all gray

one color logo - white

one color logo - black

Note: the two color logo or eagle in gold is always preferred. One color logos are provided when two color is not possible.

PRIMARY LOGO

Lone Survivor Foundation Official Brand Guide • August 2019 LoneSurvivorFoundation.org4

PRIMARY LOGO


LOGO ON A LIGHT BACKGROUND LOGO ON A DARK BACKGROUND

gold eagle, white text


two color logo



Note: the two color logo or eagle in gold is always preferred. One color logos are provided when two color is not possible.

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WORDMARK LOGO

LOGO ON A DARK BACKGROUND


LOGO ON A LIGHT BACKGROUND

one color logo - all grayone color logo - all gray

one color logo - blackone color logo - black


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NEVER QUIT! WORDMARK





LOGO ON A LIGHT BACKGROUND LOGO ON A DARK BACKGROUND






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BRAND FONTS

The following fonts are used in the Lone Survivor Foundation logo and can be used to continue the brand.

The Franklin Gothic family of fonts can be used for body copy or large areas of readable text. Franklin Gothic book condensed is used for much of the text in this brand guide.

Constantia Bold:

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

DIN Regular:


ITC Franklin Gothic Std Book Condensed:


Constantia Bold

DIN Regular

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Do not rearrange the logo in any way. Do not substitute fonts.Do not stretch or distort the logo.

LOGO USAGE - DON’TS

Do not change or substitute colors in the logo.Do not fill with gradients.

Do not reproduce the logo or wordmarks in all gold. Text should never be in gold.

LONE SURVIVORF O U N D A T I O N

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LOGO OVER PATTERNED BACKGROUNDS

The logo may be used over a subtle patterned or textured backgrounds, providing here is enough contrast for the logo to read well.

Approved: light background texture, good contrast Approved: dark background texture, good contrast Not approved: logo not readable

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DESIGN - DON’TS

No tridentsNo barbed wire No fire

No solider carrying soldier images or silhouettes(a single soldier/silhouette is fine).

No guns or other weapons No bullet holes No blood No skulls

The following themes should never be used in conjunction with the LSF brand:

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APPAREL GUIDELINES

When designing apparel using the LSF brand, it is preferred the full logo be front and center as the design.

If the apparel design does not fully feature the LSF logo, the full logo should always appear somewhere on the article. On shirts, for example, the logo could go over the chest, on the sleeve, or at the top back of the collar. For hats, the full logo could appear on the side or back if another design is prominent on the front.

Logo over the chest or on the sleeve

Logo on the top back of shirt

Logo on the back or side of hat

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UNTITED STATES FLAG ETIQUETTE

ON A STAGEWhen looking at a stage, the flag of theUnited States should always be placedto the left on a podium or other stagingarea. Other flags (including state flags)should be placed to the right.

HORIZONTAL AND VERTICAL DISPLAY OF US FLAGWhen displayed either horizontally or vertically against a wall (or other flat surface), the Union (blue field of stars) should be in the top left corner.

US FLAG ON APPAREL 1. Shirtsa. Front or Back of Shirt – The display of the United States Flag should follow

the rules listed for Horizontal and Vertical Display.

b. Sleeve of Shirt – The flag on the left sleeve should have the union to the viewer’sleft, while a patch on the right sleeve should be displayed with the Union to theviewer’s right so that, in both cases, the flag is facing\forward and is streamingto the back as the person moves forward. If the flag is to be placed on only oneside of the garment, the left side is preferred.

2. Hatsa. When placed on the front or back of a hat, the display of the United States Flag

should follow the rules listed for Horizontal or Vertical Display.

b. When placed on the side of a hat, the display of the United States Flag shouldfollow the rules listed above for display on a sleeve. If the flag is to be displayedon only one side of the hat, the left side is preferred.

WEARER’S LEFT SHOULDER WEARER’S RIGHT SHOULDER

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TEXAS FLAG ETIQUETTE

ON A STAGEWhen looking at a stage, the flag of theUnited States should always be placedto the left on a podium or other stagingarea. Other flags (including state flags)should be placed to the right.

HORIZONTAL AND VERTICAL DISPLAY OF TEXAS FLAG1. If the state flag is displayed horizontally, the white stripe should be above the red

stripe and to the right of the blue stripe (from the perspective of an observer.)

2. If the state flag is displayed vertically, the blue stripe should be above the whiteand red stripes. The white stripe should be to the left of the red stripe (from theperspective of an observer)

TEXAS FLAG ON APPAREL 1. Shirtsa. Front or Back of Shirt – The display of the Texas Flag should follow

the rules listed for Horizontal and Vertical Display.

b. Sleeve of Shirt – The flag on the left sleeve should have the blue stripe to theviewer’s left, while a patch on the right sleeve should be displayed with the bluestripe to the viewer’s right so that, in both cases, the flag is facing forward andis streaming to the back as the person moves forward. If the flag is to be placedon only one side of the garment, the left side is preferred.

2. Hatsa. When placed on the front or back of a hat, the display of the Texas Flag

should follow the rules listed for Horizontal or Vertical Display.

b. When placed on the side of a hat, the display of the Texas Flag shouldfollow the rules listed above for display on a sleeve. If the flag is to be displayedon only one side of the hat, the left side is preferred.

WEARER’S LEFT SHOULDER WEARER’S RIGHT SHOULDER

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All other states, please research the proper etiquette

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