New York State Branding Overview, Guidelines and Architecture

Revised 03/31/15 NEW YORK STATE BRAND GUIDELINES 2 Table of Contents NEW YORK STATE BRAND GUIDELINES

New York State Branding Overview 2.20 Legacy logos in restricted space: schematic of endorsing agency lock-ups Guidelines Impact Summary 2.21 Examples of when a legacy logo is not endorsed New York State Brand Guidelines and Architecture 2.22 Legacy logo endorsement of a sub-program or initiative lock-up Introduction to Brand Guidelines 2.23 Schematic of a legacy logo endorsing a sub-program Example of a legacy logo endorsing a sub-program Glossary Of Terms 2.24 2.25 Schematic of a multiple legacy logo endorsement 1. New York State Brand Elements 2.26 Example of multiple legacy logos endorsement 1.1 The New York State brand mark 2.27 Third party logo endorsement 1.2 The New York State identifier 2.28 Examples of third party logo endorsement 1.3 New York State brand mark and identifier clear space and minimum size 2.29 Stationery 1.4 NY State brand mark don’ts 2.30 Stationery with legacy logos 1.5 NY State identifier don’ts 2.31 Stationery with legacy logos when endorsed by an agency 1.6 Core colors and tints for NY State 2.32 Example of stationery 1.7 Core primary color palette 2.33 Example of buisness cards 1.8 Core secondary color palette 2.34 Email signature 1.9 NY State brand mark color variations and backgrounds 2.35 Example of an email signature 1.10 NY State identifier color variations and backgrounds 2.36 Web 1.11 Core typography 2.37 Example of the NY State identifier and brand mark agency lock-up 1.12 Typography style 2.38 Branding in social media 1.13 Replacement fonts 2.39 Branding in video communications 1.14 Replacement fonts style 1.15 Naming conventions for programs and initiatives 3. The Great Seal of the State of New York, the Coat of Arms and Governor’s Endorsement 2. New York State Agencies and Authorities: 3.1 The Great Seal of the State of New York, and the Coat Of Arms Groupings and Architecture 3.2 The New York Coat of Arms and agency lock-ups 2.1 New York State agencies and authorities groupings 3.3 The New York Coat of Arms and multiple agency lock-ups 2.2 Color coding for the organizational groupings 3.4 Example of the New York Coat of Arms and agency lock-up NY State architecture: Introducing endorsement systems and sample lock-ups 3.5 Governor’s endorsement 2.3 NY State brand architecture 3.6 Governor’s endorsement examples 2.4 How to build NY State brand mark/agency lock-ups 2.5 Architecture and sample entity lock-ups 4. New York State Secondary Brand Elements 2.6 NY State brand mark/agency lock-up and color variations 4.1 The diversity holding shape 2.7 Single agency endorsement 4.2 The progress holding shape 2.8 Example of a single agency endorsement 4.3 Photography style 2.9 Endorsement of an entity owned by an agency, authority or office 4.4 Photography usage 2.10 Example of an endorsed entity owned by an agency, authority or office 4.5 Charts and graphs 2.11 Building multiple agency lock-ups 4.6 Iconography 2.12 Schematic of an endorsed entity and multiple agency lock-up 4.7 Branding application in real world situations 2.13 Example of an endorsed entity and multiple agency lock-up 4.8 Branding application in real world situations dont’s 2.14 Color selection for multiple agency lock-up 4.9 Example of PowerPoint slides 2.15 Legacy logos: agency and program logos that will remain intact and endure 4.10 Example of alternative PowerPoint slides 2.16 Schematic of a legacy logo endorsement primary option 4.11 Example of trade show displays 2.17 Example of a legacy program logo endorsement 4.12 Design layouts in real world situations 2.18 Example of a legacy agency logo endorsement 4.13 Identity guidelines ensure a consistent look and feel across NY State communications 2.19 Legacy logos in restricted space: endorsing agency lock-ups 5. Guidelines Commitment NEW YORK STATE BRAND GUIDELINES 3 New York State Branding Overview NEW YORK STATE BRAND GUIDELINES 4 The Opportunity

New York State has the opportunity to accrue the beneﬁts that come from a clear, consistent and accurate representation of itself. We will accomplish this through the creation and management of our brand across all agencies, authorities and programs and on all of their respective pieces of communication. Beneﬁts of Branding for New York State t$POTJTUFOUHSBQIJDBQQSPBDI t.PSFFʹFDUJWFNFTTBHJOH t.PSFFʺDJFOUNBUFSJBMTDSFBUJPO t#FUUFSAADVTUPNFSFYQFSJFODFBOEFOIBODFETFSWJDFEFMJWFSZ

Our Approach t3FTFBSDIESJWFO t*OQVUGSPNSFTJEFOUT CVTJOFTTPXOFST MFBEFSTBOEUPVSJTUT t$PMMBCPSBUJPOBDSPTTBHFODJFT NEW YORK STATE BRAND GUIDELINES 5 New York State Brand Platform

NY State The idea Brand we want to convey Promise STATE OF OPPORTUNITY

NY State The personality we want to project. Brand INSPIRING: a leader, compelling, motivating Personality DYNAMIC: energetic. always on AUTHENTIC: true to beliefs, keeps promises COMPASSIONATE: attuned to the needs of others

NY State The perceptions Brand PROGRESSIVE THINKING: NYS believes in leading change we build on Values DIVERSITY: NYS believes that diferences, creativity, and originality enrich RESILIENCE: NYS believes in never giving up, never giving in NEW YORK STATE BRAND GUIDELINES 6 Guidelines Impact Summary t New York State brand logo will be mandatory for agency and/or program communications. t /PBHFODZ QSPHSBNPSJOJUJBUJWFXJMMVTFPSDSFBUFJUTPXOMPHPXJUIUIFGPMMPXJOHFYDFQUJPOT /:4UBUF-PUUFSZ .5" *-/: 4UBSU6Q/:5IFTFMFHBDZMPHPTXJMMTUJMMCFSFRVJSFEUPDPCSBOE their materials and follow all other branding guidelines. t 1"/:/+ 46/:BOE4UBUF&EVDBUJPO%FQBSUNFOUTBSFFYFNQUGSPNCSBOEJOHHVJEFMJOFT t 5IF(SFBU4FBMPGUIF4UBUFPG/:XJMMCFTUBOEBSEJ[FEBOEBWBJMBCMFGPSVTFPOMZCZUIF (PWFSOPSTPʺDFPSXJUIQFSNJTTJPOPGUIF4FDSFUBSZPG4UBUF5IF$PBUPG"SNTXJMMCFVTFE only for legal documents (e.g., registration, etc.). t 5IF(PWFSOPSTPʺDFXJMMIBWFBEJTUJODUJWFTFUPGHVJEFMJOFTBOEUFNQMBUFTGPSFYDMVTJWFVTF UPDPNNVOJDBUF(PWFSOPSTPʺDFJOJUJBUJWFT t 5IFSFBSFOJOFBHFODZHSPVQJOHTXIJDITIPVMEEFmOFUBYPOPNZJOBMMFOUFSQSJTFJOJUJBUJWFT t &BDIHSPVQJOHBOEUIFBHFODJFTXJUIJOFBDIHSPVQJOHIBWFBOBTTPDJBUFEDPMPSQBMFUUF NEW YORK STATE BRAND GUIDELINES 7 The New York State Brand Guidelines and Architecture NEW YORK STATE BRAND GUIDELINES 8 Introduction to the Brand Guidelines

What brand guidelines are #SBOEHVJEFMJOFTBSFBTFUPGWJTVBMBOEWFSCBMBTTFUTUIBUBSFFTTFOUJBMQSPQFSUJFTPGUIF/FX:PSL4UBUFCSBOE BDDPNQBOJFE by a set of rules on how to properly use and combine the assets.

What a brand architecture is "CSBOEBSDIJUFDUVSFJTBTFUPGSVMFTHPWFSOJOHIJFSBSDIJFTBOESFMBUJPOTIJQTGPSUIFTUBUFBOEJUTBHFODJFT programs and initiatives.

Insuring a consistent look and feel 5IFTFHVJEFMJOFTBSFEFTJHOFEOPUUPDVSCDSFBUJWJUZXIFOSFQSFTFOUJOH/FX:PSL4UBUFBOEPSUIFFOUJUJFTPG/:4UBUF CVU SBUIFSUPQSPWJEFBVOJGZJOHDPOUFYUGPSDSFBUJWJUZTPUIBUJOEJʹFSFOUNBUFSJBMTQSPEVDFECZEJʹFSFOUJOEJWJEVBMTUIF/FX:PSL State brand and architecture retain their integrity.

Your responsibilities #ZGBNJMJBSJ[JOHZPVSTFMGXJUIUIFTFHVJEFMJOFTBOEGPMMPXJOHUIFN ZPVBSFGVMmMMJOHZPVSQBSUJOIFMQJOHUIF/FX:PSL4UBUFCSBOE SFNBJOGPDVTFETPUIBUJUTUBZTUSVFUPJUTFMGBOEnPVSJTIFT5IJTJTBHSFBUSFTQPOTJCJMJUZ BOEXFUIBOLZPVGPSIPOPSJOHJU NEW YORK STATE BRAND GUIDELINES 9 Glossary of Terms

Anchor line:5IFWFSUJDBMPSIPSJ[POUBMMJOFVTFEJOMPDLVQTUIBUTFQBSBUFTPOFFOUJUZGSPN Holding shape:"HFPNFUSJDDPOmHVSBUJPOUIBUQSPWJEFTBTQBUJBMDPOUFYUJOXIJDIWJTVBM another (e.g. an agency from one of its programs); or the line that anchors an agency or BOEPSWFSCBMFMFNFOUTBSFDPOUBJOFE PSiIFMEw5IFTFTIBQFTBSFJOUFOEFEUPFOTVSF program/initiative in a piece of communication in the absence of an endorsing entity. (See consistency of how visual or verbal information is presented in media so that communi QBHFGPSBOFYBNQMF DBUJPOTGSPNBOZBHFODZ PʺDFPSQSPHSBNVOEFSUIFQVSWJFXPG/:4UBUFIBWFBGBNJMJBM SFTFNCMBODF5IFZBSFTDBMBCMFBOEEFTJHOFEUPBDDPNNPEBUFBWBSJFUZPGDPMPS UFYUBOE Architecture:5IFIJFSBSDIZBOESFMBUJWFSFMBUJPOTIJQTUIBUEFmOFIPX/FX:PSL4UBUF WJTVBMTGPSDSFBUJWJUZBOEnFYJCJMJUZJOEFTJHO 4FFQBHFGPSFYBNQMFT BOEJUTWBSJPVTFOUJUJFTWJTVBMMZBQQFBSUPHFUIFSJODPNNVOJDBUJPOT5IFBSDIJUFDUVSFIBT TFWFSBMMFWFMT XIFSF-FWFM /:4UBUF JTUIFQSJNBSZHPWFSOJOHFOUJUZJOWJTVBMEJTQMBZ5IF Iconography:5IFVTFPGTJNQMFTUZMJ[FE JMMVTUSBUFEJNBHFTUPSBQJEMZDPOWFZUIFMPDBUJPO entities on levels successively below are assigned visual governance status as secondary PSJOUFOUJPOPGJOGPSNBUJPO5IFTFBSFPGUFOTFFOPOiCVUUPOTwGPSTNBSUQIPOFTBOETJHOT -FWFM UFSUJBSZ -FWFM BOETPPO5IF/:4UBUFCSBOEBSDIJUFDUVSFIFMQTHVJEFBOE &YBNQMFTJODMVEFUIFJNBHFPGBDMPDLGBDFUPTJHOJGZBUJNFSFMBUFENBUUFSUIFJNBHFPGB streamline the appearance of all entities under the purview of the state. shopping cart to signify a purchase; or the image of a back arrow to signify navigation. (See QBHFGPSBOFYBNQMF Color palette:"TFUPGBQQSPWFEDPMPSTUPCFVTFEXIFOSFQSFTFOUJOHUIF/:4UBUFCSBOE as well as the nine groupingsof agencies and initiatives. Lock-up:)PXEJʹFSFOUFMFNFOUT DPMPS TIBQF UZQF UBHMJOF PSEJʹFSFOUFOUJUJFT /:4UBUF BHFODJFT QSPHSBNT JOUFHSBUFBTBVOJU5IFTFDBOCFNPOPMPDLVQT XIFSFPOMZPOFFO Endorsement: How one entity in the state government visually supports or sponsors UJUZJTSFQSFTFOUFEEVPMPDLVQT XIFSFUXPFOUJUJFTBSFSFQSFTFOUFEJOBmYFESFMBUJPOTIJQ BOPUIFSJODPNNVOJDBUJPOT*USFQSFTFOUTBIJFSBSDIZPGFOUJUJFT XIFSFUIFSFBSFTFDPOEBSZ UPFBDIPUIFSBOENVMUJQMFMPDLVQT XIFSFUISFFPSNPSFFOUJUJFTBSFSFQSFTFOUFEJOB BOEPSUFSUJBSZFOUJUJFTUIBUBSFFOEPSTFECZBQSJNBSZFOUJUZ5IJTJTSFQSFTFOUFEWJTVBMMZ mYFESFMBUJPOTIJQUPFBDIPUIFS 4FFQBHFGPSBOFYBNQMF JOUIFBSDIJUFDUVSFTZTUFN TFFEFmOJUJPOBCPWF "OiFOEPSTJOHFOUJUZwJTIJHIFSVQJOUIF BSDIJUFDUVSFUIBOBOiFOEPSTFEFOUJUZw5IFIJHIFTUFOUJUZJOUIFBSDIJUFDUVSFJT/:4UBUF NY State brand mark:5IFQSJNBSZWJTVBMSFQSFTFOUBUJPOPG/:4UBUFJODPNNVOJDBUJPOT /:4UBUFXJMMBMXBZTCFBOiFOEPSTJOHFOUJUZw 4FFQBHFTGPSFYBNQMFT VTJOHDPMPS UZQPHSBQIZ UBHMJOFBOETIBQFPGUIFTUBUF 4FFQBHFGPSBOFYBNQMF

Entity:"DBUDIBMMQISBTFGPSTUBUFBHFODJFT PʺDFT BVUIPSJUJFT QSPHSBNTBOEJOJUJBUJWFT NY State identiﬁer: 5IFCSBOENBSLXJUIPVUUIFUBHMJOFUIBUJTVTFEBTUIFWJTVBMSFQSFTFOUB UJPOXIFOUIFjTUBUFPGPQQPSUVOJUZxUBHMJOFJTOPUBQQSPQSJBUF 4FFQBHFGPSBOFYBNQMF Footprint:5IFTVSGBDFBSFBUBLFOVQCZFOUJUJFTFJUIFSBMPOFPSJOMPDLVQTJOWJTVBMEJT QMBZ"GPPUQSJOUDBOCFNFBTVSFEJOBSBUJPGPSFYBNQMF wIJHIYwXJEF Verbal assets: Verbal properties of the brand system, such as the tag line (State of Opportunity). Grouping: One of eight categories of NY State government services under which all agencies BOEJOJUJBUJWFTBSFPSHBOJ[FEGPSUIFQVSQPTFTPGWJTVBMEJTQMBZ BOEUPNBLFTFBSDIJOHGPS Visual assets: Visual properties of the brand system, such as brand mark, identiﬁer, UIPTFBHFODJFTBOEJOJUJBUJWFTCZDJUJ[FOT CVTJOFTTFTBOEWJTJUPSTFBTJFSBOENPSFJOUVJUJWF typography, color, photography, illustrations, charts, etc.

NEW YORK STATE BRAND GUIDELINES 10 1. New York State Brand Elements

What brand elements are 5IFZBSFUIFGPVOEBUJPOBMCVJMEJOHCMPDLTPGUIF/:4UBUFCSBOEJOBMM DPNNVOJDBUJPOTBOENFEJB5IFTFBSFUIF/:4UBUFCSBOENBSL UIF/:4UBUF identiﬁer, color palette, typography and tag line.

Strategy drives design choices 7JTVBMBOEWFSCBMBTTFUTBSFOPUTVCKFDUJWFPSBDDJEFOUBM5IFZBSFQVSQPTFGVMMZ DIPTFOCBTFEPOBDFOUSBMTUSBUFHZ5IJTTUSBUFHZIBTUXPDPNQPOFOUT5IF#SBOE1SPNJTF BOE5IF#SBOE$IBSBDUFS 4FFUIF#SBOE1MBUGPSNPOQBHF

These elements are not open to much interpretation #FDBVTFUIFTFFMFNFOUTBOEUIFJSSFMBUJPOUPFBDIPUIFSBSFTPFTTFOUJBMUPUIF/FX:PSL State brand, the guidelines around these primary brand elements are very speciﬁc and not open to much interpretation. NEW YORK STATE BRAND GUIDELINES 11 1.1 NEW YORK STATE BRAND ELEMENTS THE NEW YORK STATE BRAND MARK

NEW YORK STATE BRAND MARK OptibeaNew York ipsume State poribustbrand mark et molupta volorroviti aborem. Itatur, THE BRAND MARK BELOW IS THE SOLE AND PRIMARY BRAND MARK sinvell5PUIFSJHIUJTUIF/FX:PSL4UBUFCSBOENBSLUIFmSTUPG aborestrunt resentur reprovide aut velectis corerem ex FOR NY STATE. IT SHOULD BE USED WHENEVER POSSIBLE AND APPROPRIATE. evendiaJUTLJOE*UXJMMCFBSFHJTUFSFEUSBEFNBSL QSPUFDUFECZUIF mendio ommodissit, con cumquia cum il et accabo- rum5SBEFNBSL"DUPGUIF6OJUFE4UBUFTPG"NFSJDB*UGFBUVSFTUIF sero quatias Aquibus, quae. Nem unt aut et ex eos sus, inisoutline utet of et New asperum York Statefugiati in ostiur a gradient a nobitam, blue color,ius, consequat intersecting reribus.XJUIUIFOBNFPGUIFTUBUFJOHPME BOEUIFUBHMJOFJOCMVF Ferem.State of Evento Opportunity. berum quam fuga. Ut antiatat lamusa nestisin rercide mporibus sum fugit alit ofciuribus quae optatibus sed eatemquThe tag line aepudis eaquistias nem expliquis quia quia quam laut"OJOUFHSBMQBSUPGUIFCSBOENBSL UIFUBHMJOFJTBOFYQSFTTJPO fuga. Ut eveles es autemolutem nos ad mo tem laute nieturof the simaio.brand strategy, the brand promise (State of Opportunity), BMPOHXJUIUIFCSBOEDIBSBDUFSQFSTPOBMJUZUSBJUT *OTQJSJOH Derum%ZOBNJD $PNQBTTJPOBUFBOE"VUIFOUJD et omnias vellaboresFPO cusaper eptaspe rovidessum que ex estio temo tet dolest re volupta nonem. Aborit ofc tet oWhenfcipienda to use eatur the brandmolupta mark spicidem dolupti qui vellab in est, a5IFCSBOENBSLJTUIFVOJWFSTBMQSJNBSZCSBOENBSLGPS/: cullab ipit et ofcil iniende risint harumet alitemodi te aut estoria4UBUF*UTIPVMECFVTFEXIFOFWFSQPTTJCMFBOEBQQSPQSJBUF abor solo eaquatent. Aquibuscid'PSFYDFQUJPOT QMFBTFTFFUIFOFYUQBHF UIF/:4UBUF ut explaboribus ducim idestem rerunt ipsandit la dolutidentiﬁer. magnatibus. Issitia tumquam quia voluptat dipsapienis et, ulpa nonsequa- tur?Please see the following pages for guidelines regarding how Aspedit should quam, be deployed. testo elis et velit faccabo. Es ditaque lis nullor- rupit eos re quUdanti nossi te nobis iniaectem ra conem elita idelici andelen deligen dandici tioria cupit, sit atiat eaquidu cimus, vellupt aturit estiam fugia sitam fugit as doluptatures conessincium autempor maxim aliam, veles ea nos sinvenis maiorerias aut di conem quat omsedis eatus prae. NEW YORK STATE BRAND GUIDELINES 12 1.2 NEW YORK STATE BRAND ELEMENTS THE NEW YORK STATE IDENTIFIER

NEW YORK STATE IDENTIFIER NewOptibea York ipsume State poribustidentiﬁer et molupta volorroviti aborem. Itatur, THE IDENTIFIER IS USED INSTEAD OF THE BRAND MARK 5PUIFSJHIUJTUIF/FX:PSL4UBUF*EFOUJmFS*UJTTJNJMBSUPsinvell aborestrunt resentur reprovide aut velectis corerem ex IN THREE EXCEPTIONS. PLEASE REFER TO THE COPY ON THE UIFCSBOENBSL CVUEPFTOPUIBWFUIFUBHMJOF*UXJMMCFBevendia mendio ommodissit, con cumquia cum il et accabo- LEFT FOR FURTHER EXPLANATION. SFHJTUFSFEUSBEFNBSL QSPUFDUFECZUIF5SBEFNBSL"DUPGUIFrum sero quatias Aquibus, quae. Nem unt aut et ex eos sus, 6OJUFE4UBUFTPG"NFSJDB*UGFBUVSFTUIFPVUMJOFPG/FX:PSLinis utet et asperum fugiati ostiur a nobitam, ius, consequat Statereribus. in a gradient blue color, intersecting with the name of the stateFerem. in Eventogold. berum quam fuga. Ut antiatat lamusa nestisin rercide mporibus sum fugit alit ofciuribus quae optatibus sed Wheneatemqu to useaepudis the identiﬁereaquistias nem expliquis quia quia quam 5IFJEFOUJmFSJTVTFEJOTUFBEPGUIFCSBOENBSLJOUISFFlaut fuga. Ut eveles es autemolutem nos ad mo tem laute FYDFQUJPOT XIFOUIFDPOUFOUPGUIFDPNNVOJDBUJPOJTBUnietur simaio. PEETXJUIUIFTQJSJUPGUIFUBHMJOF4UBUFPG0QQPSUVOJUZ &YBNQMFUIFTFOTJUJWFOBUVSFPGDPNNVOJDBUJPOTGSPN%PNFTUJDDerum et omnias vellaboresFPO cusaper eptaspe rovidessum Violenceque ex estio Prevention temo tet may dolest be recompromised volupta nonem. by the Aborit spirit o fofc tet UIFUBHMJOF POMJOFXIFOTJ[FSFTUSJDUJPOTNBLFVTJOHUIFofcipienda eatur molupta spicidem dolupti qui vellab in est, branda cullab mark ipit etimpractical; ofcil iniende or 3) risinton products harumet and alitemodi other printedte aut NBUFSJBMXIFSFUIFSFBSFTJ[FSFTUJSJDUJPOT TFFQBHFGPSestoria abor solo eaquatent. FYBNQMFT Aquibuscid ut explaboribus ducim idestem rerunt ipsandit la dolut magnatibus. PleaseIssitia tumquam see the followingquia voluptat pages dipsapienis for guidelines et, ulpa regarding nonsequa how- ittur? should be deployed. Asped quam, testo elis et velit faccabo. Es ditaque lis nullor- rupit eos re quUdanti nossi te nobis iniaectem ra conem elita idelici andelen deligen dandici tioria cupit, sit atiat eaquidu cimus, vellupt aturit estiam fugia sitam fugit as doluptatures conessincium autempor maxim aliam, veles ea nos sinvenis maiorerias aut di conem quat omsedis eatus prae. NEW YORK STATE BRAND GUIDELINES 13 1.3 NEW YORK STATE BRAND ELEMENTS NEW YORK STATE BRAND MARK AND IDENTIFIER: CLEAR SPACE AND MINIMUM SIZE

CLEAR SPACE OptibeaClear space ipsume poribust et molupta volorroviti aborem. Itatur, 5PFOTVSFUIFQSPQFSQSPNJOFODFBOEMFHJCJMJUZPGUIF/FXsinvell aborestrunt resentur reprovide aut velectis corerem ex Yorkevendia State mendio brand ommodissit,mark and identifier, con cumquia always cum surround il et accabo it with- a NJOJNVNBNPVOUPGDMFBSTQBDF5IJTDMFBSTQBDFJTPMBUFTUIFrum sero quatias Aquibus, quae. Nem unt aut et ex eos sus, brandinis utet mark et asperum and identifier fugiati from ostiur competing a nobitam, elements ius, consequat such as THE NEW YORK STATE BRAND MARK THE NEW YORK STATE IDENTIFIER UFYU QIPUPHSBQIZPSCBDLHSPVOEQBUUFSOTUIBUNBZreribus. compromiseFerem. Evento its berum appearance. quam fuga. Ut antiatat lamusa nestisin rercide mporibus sum fugit alit ofciuribus quae optatibus sed 5IFDMFBSTQBDFGPSUIFCSBOENBSLBOEJEFOUJmFSJTFRVBMUPeatemqu aepudis eaquistias nem expliquis quia quia quam thelaut heightfuga. Ut of eveles the first es letter autemolutem of the state nos name ad mo (N), tem in whatever laute TJ[FJOXIJDIUIFCSBOENBSLBOEJEFOUJmFSBSFSFQSPEVDFEnietur simaio. DerumMinimum et omnias size vellaboresFPO cusaper eptaspe rovidessum 5IF/:4CSBOENBSLBOEJEFOUJmFSDBOCFVTFEJOBXJEFque ex estio temo tet dolest re volupta nonem. Aborit ofc tet WBSJFUZPGTJ[FT CVUXIFOTJ[FEUPPTNBMM MFHJCJMJUZJTSFEVDFEofcipienda eatur molupta spicidem dolupti qui vellab in est, BOEJNQBDUJTEJNJOJTIFE5IFNJOJNVNTJ[FJTEFUFSNJOFECZa cullab ipit et ofcil iniende risint harumet alitemodi te aut UIFIFJHIUPGUIFMPDLVQ5IFCSBOENBSLBOEJUTUBHMJOFBOEestoria abor solo eaquatent. Aquibuscid ut explaboribus ducim idestem rerunt ipsandit la UIFJEFOUJmFSTIPVMEOFWFSBQQFBSTNBMMFSUIBOwJOIFJHIU N = HEIGHT OF THE “N” IN NEW YORK STATE BOEPOMZBUUIBUTJ[FJGQSPEVDUJPOTUBOEBSETFOTVSFMFHJCJMJUZdolut magnatibus. Issitia tumquam quia voluptat dipsapienis et, ulpa nonsequa- tur?Trademark 5IFCSBOENBSLBOEJEFOUJGFSBSFUSBEFNBSLFE"TJMMVTUSBUFEAsped quam, testo elis et velit faccabo. Es ditaque lis nullor- MINIMUM SIZE CZFYBNQMFTPOUIJTQBHF UIF5.TIPVMECFVTFEXIFOTQBDFrupit eos re quUdanti nossi te nobis iniaectem ra conem elita allowsidelici andelenfor it to be deligen clearly dandici legible. tioria cupit, sit atiat eaquidu cimus, vellupt aturit estiam fugia sitam fugit as doluptatures conessincium autempor maxim aliam, veles ea nos sinvenis THE NEW YORK STATE BRAND MARK THE NEW YORK STATE IDENTIFIER maiorerias aut di conem quat omsedis eatus prae.

.25 Inches .25 Inches /&8:03,45"5&*%&/5*5:(6*%&-*/&4 14 1.4 NEW YORK STATE BRAND ELEMENTS NEW YORK STATE BRAND MARK “DON’TS”

BRAND MARK DON’TS 5PUIFSJHIUBSFTFWFSBMFYBNQMFTPGIPXZPVTIPVME/05 SFQSFTFOUUIF/:4CSBOENBSL5IJTJTCZOPNFBOTB DPNQMFUFMJTU5IFTFFYBNQMFTSFQSFTFOUUIFAAEPOUTNPTU commonly used when guidelines are violated.

Video application and 3D rendering 5IFQSJNBSZEJTQMBZPGUIFCSBOENBSLBOEJEFOUJmFSJTBTB UXPEJNFOTJPOBMJNBHF8JUIUIFFYDFQUJPOPGTJHOBHFBOE DO NOT CHANGE THE DO NOT CHANGE THE DO NOT ADD DROP SHADOWS DO NOT OUTLINE BRAND MARK COLOR BRAND MARK PROPORTION OR OTHER EFFECTS TO THE BRAND MARK QMBRVFT EPOPUSFQSFTFOUUIFCSBOENBSLPSJEFOUJmFSJO%*O THE BRAND MARK WJEFPDPNNVOJDBUJPOT BOJNBUJPOTBOE%SFOEFSJOHTBSFQFS mitted as long as the NY State brand mark retains its integrity BOEBEJHOJmFEQSFTFODFĥ'PSFYBNQMF EPOUTQJOPSEJTUPSUUIF brand mark in any way.

TRANSPORTATION

DO NOT ROTATE DO NOT LOCK UP PRODUCT DO NOT PLACE THE BRAND MARK DO NOT REMOVE THE THE BRAND MARK IDENTIFIERS OR PRODUCT ON A COMPLICATED BACKGROUND STATE OUTLINE FROM DESCRIPTIONS WITH OR A BACKGROUND THAT REDUCES THE BRAND MARK THE BRAND MARK ITS LEGIBILITY

DO NOT USE THE PREFERRED DO NOT CROP THE BRAND MARK DO NOT USE THE BRAND MARK BRAND MARK ON A IN A HOLDING BOX OR OTHER DARK BACKGROUND SHAPE /&8:03,45"5"/%(6*%&-*/&4 15 1.5 NEW YORK STATE BRAND ELEMENTS NEW YORK STATE IDENTIFIER “DON’TS”

IDENTIFIER DON’TS 5PUIFSJHIUBSFTFWFSBMFYBNQMFTPGIPXZPVTIPVME/05 SFQSFTFOUUIF/:4JEFOUJmFS5IJTJTCZOPNFBOTBDPNQMFUF MJTUPGFYBNQMFT5IFTFFYBNQMFTSFQSFTFOUUIFAAEPOUTNPTU commonly used when guidelines are violated.

Video communication and 3D rendering 5IFQSJNBSZEJTQMBZPGUIFCSBOENBSLBOEJEFOUJmFSJTBTB UXPEJNFOTJPOBMJNBHF8JUIUIFFYDFQUJPOPGTJHOBHFBOE DO NOT CHANGE THE DO NOT CHANGE THE DO NOT ADD DROP SHADOWS DO NOT OUTLINE IDENTIFIER’S COLOR IDENTIFIER’S PROPORTION OR OTHER EFFECTS TO THE IDENTIFIER QMBRVFT EPOPUSFQSFTFOUUIFCSBOENBSLPSJEFOUJmFSJO% THE IDENTIFIER *OWJEFPDPNNVOJDBUJPOT BOJNBUJPOTBOE%SFOEFSJOHTBSF permitted as long as the NY State identiﬁer retains its integrity BOEBEJHOJmFEQSFTFODFĥ'PSFYBNQMF EPOUTQJOPSEJTUPSUUIF identiﬁer in any way.

TRANSPORTATION

DO NOT ROTATE DO NOT LOCK UP PRODUCT DO NOT PLACE THE IDENTIFIER DO NOT REMOVE THE THE IDENTIFIER DESCRIPTIONS WITH ON A COMPLICATED BACKGROUND STATE OUTLINE FROM YOU THE IDENTIFIER OR A BACKGROUND THAT REDUCES THE IDENTIFIER ITS LEGIBILITY

DO NOT USE THE PREFERRED DO NOT CROP THE DO NOT USE THE IDENTIFIER IDENTIFIER ON A IDENTIFIER IN A HOLDING BOX OR OTHER DARK BACKGROUND SHAPE NEW YORK STATE BRAND GUIDELINES 16 1.6 NEW YORK STATE BRAND ELEMENTS CORE COLORS AND TINTS FOR NEW YORK STATE

NYS CORE COLOR PALETTE Legacy colors 5IF/FX:PSL4UBUFDPMPSQBMFUUFSFUBJOTUIFUIFHPMEBOEEBSL GRADIENT BLUE CMVFNPTUPGUFOVTFEJO/:4DPNNVOJDBUJPOT(PMEFWPLFT the value of being inspiring, while the dark blue evokes the WBMVFPGCFJOHBVUIFOUJDUXPQFSTPOBMJUZUSBJUTJOUIFTUBUFT brand character.

New colors 5PIFMQDPOWFZBOPUIFSQFSTPOBMJUZUSBJUJOUIFCSBOEDIBSBDUFS (dynamic), a light blue has been added, enlivening the palette PWFSBMM ZFUJOLFFQJOHXJUIUIFMFHBDZDPMPST5IFMJHIUCMVF can be used as a solid color, or in a blue gradient as shown to the right. FPO GOLD LIGHT BLUE DARK BLUE

How to combine colors 0UIFSUIBOUIFmYFEVTFPGDPMPSTTQFDJmFEJOUIFTFHVJEFMJOFT for the NY State brand mark, color selection for communica tions is open to any combination as long as the selections BSFGSPNUIF/:4UBUFDPMPSQBMFUUF$PMPSTNBZCFVTFEGPS CBDLHSPVOET BTUFYU BTCPSEFSTPSBDDFOUTUPHSBQIJDJNBHFT or photography, etc.

$PMPSGPSNVMBTGPSUIFFOUJSFQBMFUUFDBOCFGPVOEPOUIFOFYU two pages. NEW YORK STATE BRAND GUIDELINES 17 1.7 NEW YORK STATE IDENTITY ELEMENTS CORE PRIMARY COLOR PALETTE

NYS PRIMARY CORE COLORS Color selection is driven by the brand strategy 5IF/:4QSJNBSZDPMPSQBMFUUFJTJOUFOEFEUPCFJOTQJSJOH EZOBNJDBOEBVUIFOUJD5IFDPOTJTUFOUVTFPGUIFDPSFDPMPST helps deﬁne and reinforce our distinctive brand character, and should be used on all communications and promotional materials.

Color formulas to reproduce color accurately 8FIBWFFOMJTUFEUIFTUBOEBSETPGUIF1BOUPOF.BUDIJOH 4ZTUFN 1.4 XIJDIJTBVOJWFSTBMMZSFDPHOJ[FEDPMPS NBUDIJOHTZTUFNCBTFEPOMJUIPHSBQIZQSJOUJOHJOLT5IF color palette includes 1) speciﬁc spot color references for both coated and uncoatedFPO paper stocks, and 2) process NBUDICSFBLEPXOT $.:, GPSQSJOUJOHBQQMJDBUJPOTXJUIMJNJUFE CVEHFUT 1MFBTFOPUFUIBUUIFTFOVNCFSTNBZEJʹFSEVFUP UIFXBZJOLTBQQFBSPOEJʹFSFOUTUPDLT "MTPJODMVEFEBSF CMYK 100/90/6/1 CMYK 71/15/0/0 3(#FRVJWBMFOUTGPSVTFJOXPSEQSPDFTTJOHBOEQSFTFOUBUJPO RGB 35/62/144 RGB 30/169/225 TPGUXBSF BTXFMMBTIFYBEFDJNBMFRVJWBMFOUTGPSFNJUUFEMJHIU HEX #233E90 HEX #1EA9E1 and web applications.

"MMDPMPSCSFBLEPXOTJOUIF#SBOE(VJEFMJOFTBSFCBTFE POUIF0ʺDJBM1BOUPOF.BUDIJOH4ZTUFN5IFZBSF PQUJNJ[FEGPSUIFNBKPSJUZPGDPNQVUFSNPOJUPST PQFSBUJOH TZTUFNTBOECSPXTFST"EIFSJOHUPUIF1BOUPOFNBUDIJOH system will allow for color to be reproduced and displayed in the most uniﬁed and consistent manner possible. When working in your software application, always create the color by entering the values for the Pantone colors supplied IFSFGPSFJUIFS$.:, 3(#PS)FY

PANTONE PANTONE PANTONE 130 C 3005 C 288 C CMYK 0/32/100/0 CMYK 100/31/0/0 CMYK 100/80/6/32 RGB 242/169/0 RGB 0/119/200 RGB 0/45/114 HEX #F2A900 HEX #0077C8 HEX #002D72 NEW YORK STATE BRAND GUIDELINES 18 1.8 NEW YORK STATE BRAND ELEMENTS CORE SECONDARY COLOR PALETTE

NYS SECONDARY CORE COLORS Rationale for secondary colors 5IFTFDPOEBSZDPMPSQBMFUUFJTEFTJHOFEUPTVQQPSUBOE DPNQMFNFOUUIFQSJNBSZDPMPSQBMFUUF5IFZBSFQFSDFOUBHFT PSUJOUT PGUIFQSJNBSZDPMPST5BLFOUPHFUIFSUIFQSJNBSZBOE TFDPOEBSZDPMPSTFOBCMFnFYJCJMJUZBOEWBSJFUZJOEFTJHO

Color formulas to reproduce color accurately 8FIBWFFOMJTUFEUIFTUBOEBSETPGUIF1BOUPOF.BUDIJOH4ZT UFN 1.4 XIJDIJTBVOJWFSTBMMZSFDPHOJ[FEDPMPSNBUDIJOH TZTUFNCBTFEPOMJUIPHSBQIZQSJOUJOHJOLT5IFDPMPSQBMFUUF includes 1) speciﬁc spot color references for both coated and uncoated paper stocks, and 2) process match breakdowns $.:, GPSQSJOUJOHBQQMJDBUJPOTXJUIMJNJUFECVEHFUT 1MFBTFFPO OPUFUIBUUIFTFDPMPSTNBZEJʹFSEVFUPUIFXBZJOLTBQQFBS POEJʹFSFOUTUPDLT "MTPJODMVEFEBSF3(#FRVJWBMFOUTGPS PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE use in word processing and presentation software, as well as 109 C 127 C 2925 C 7682 C 7687 C 2728 C CMYK 0/9/100/0 CMYK 0/4/62/0 CMYK 85/21/0/0 CMYK 63/37/2/0 CMYK 100/78/0/18 CMYK 90/68/0/0 IFYBEFDJNBMFRVJWBMFOUTGPSFNJUUFEMJHIUBOEXFCBQQMJDBUJPOT RGB 255/209/0 RGB 243/221/109 RGB 0/156/222 RGB 103/135/183 RGB 29/66/138 RGB 0/71/187 HEX #FFD100 HEX #F3DD6D HEX #009CDE HEX #6787B7 HEX #1D428A HEX #0047BB

PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE BLACK 6 C COOL GRAY 10 C COOL GRAY 8 C COOL GRAY 4 C COOL GRAY 2 C 7541 C CMYK 100/79/44/93 CMYK 40/30/20/66 CMYK 23/16/13/46 CMYK 12/8/9/23 CMYK 5/3/5/11 CMYK 7/1/3/2 RGB 16/24/32 RGB 99/102/106 RGB 136/139/141 RGB 187/188/188 RGB 208/208/206 RGB 217/225/226 HEX #101820 HEX #63666A HEX #888B8D HEX #BBBCBC HEX #D0D0CE HEX #D9E1E2 NEW YORK STATE BRAND GUIDELINES 19 1.9 NEW YORK STATE BRAND ELEMENTS NEW YORK STATE BRAND MARK: COLOR VARIATIONS AND BACKGROUNDS

PRIMARY BRAND MARK LOCK UP Optibea5PUIFSJHIUBSFTFWFSBMJMMVTUSBUJPOTPGUIFBQQSPWFEXBZTUP ipsume poribust et molupta volorroviti aborem. Itatur, sinvellTIPXDBTFUIF/:4UBUFCSBOENBSL BMPDLVQUIBUJODMVEFTUIF aborestrunt resentur reprovide aut velectis corerem ex evendiaUBHMJOF5IFTFJODMVEFBQQSPWFEPOFDPMPSWBSJBUJPOTXIFO mendio ommodissit, con cumquia cum il et accabo- rumthe brand sero quatias mark appears Aquibus, on quae. a white Nem background, unt aut et exas eoswell sus, as inisapproved utet et color asperum backgrounds fugiati ostiur on whicha nobitam, the brand ius, consequat mark may reribus.be featured. Ferem. Evento berum quam fuga. Ut antiatat lamusa nestisin rercide5IFTFDPMPSWBSJBUJPOTBSFFYBNQMFTUBLFOGSPNUIFDPSF mporibus sum fugit alit ofciuribus quae optatibus sed eatemqupalette, and aepudis provide eaquistias contrast nemand legibilityexpliquis for quia the quia NY quamState lautbrand fuga. mark. Ut eveles es autemolutem nos ad mo tem laute nietur simaio. You may also use any color from the NYS color palette to ONE COLOR BRAND MARK LOCK UP Derumshowcase et omnias the NYS vellaboresFPO brand mark, cusaper using eptaspegood judgment rovidessum for queDPOUSBTUBOEMFHJCJMJUZ"OZPUIFSDPMPSSFQSFTFOUBUJPOTPGUIF ex estio temo tet dolest re volupta nonem. Aborit ofc tet obrandfcipienda mark outsideeatur molupta of the approvedspicidem dolupticolor palette qui vellab are ain viola est, ation cullab of the ipit guidelines. et ofcil iniende risint harumet alitemodi te aut estoria abor solo eaquatent. Aquibuscid ut explaboribus ducim idestem rerunt ipsandit la dolut magnatibus. Issitia tumquam quia voluptat dipsapienis et, ulpa nonsequa- tur? Asped quam, testo elis et velit faccabo. Es ditaque lis nullor- rupit eos re quUdanti nossi te nobis iniaectem ra conem elita idelici andelen deligen dandici tioria cupit, sit atiat eaquidu cimus, vellupt aturit estiam fugia sitam fugit as doluptatures BRAND MARK LOCK UP ON COLOR BACKGROUNDS conessincium autempor maxim aliam, veles ea nos sinvenis maiorerias aut di conem quat omsedis eatus prae. NEW YORK STATE BRAND GUIDELINES 20 1.10 NEW YORK STATE BRAND ELEMENTS NEW YORK STATE IDENTIFIER: COLOR VARIATIONS AND BACKGROUNDS

NEW YORK STATE IDENTIFIER Optibea5PUIFSJHIUBSFTFWFSBMJMMVTUSBUJPOTPGUIFBQQSPWFEXBZTUP ipsume poribust et molupta volorroviti aborem. Itatur, sinvellTIPXDBTFUIF/:4UBUFJEFOUJmFS BMPDLVQUIBUEPFTOPUVTF aborestrunt resentur reprovide aut velectis corerem ex evendiaUIFUBHMJOF5IFTFJODMVEFBQQSPWFEPOFDPMPSWBSJBUJPOT mendio ommodissit, con cumquia cum il et accabo- rumwhen sero the quatiasidentifier Aquibus, appears quae. on a Nemwhite unt background, aut et ex eos as wellsus, as inisapproved utet et color asperum backgrounds fugiati ostiur on whicha nobitam, the identifier ius, consequat may be reribus.featured. Ferem. Evento berum quam fuga. Ut antiatat lamusa nestisin rercide5IFTFDPMPSWBSJBUJPOTBSFFYBNQMFTUBLFOGSPNUIFDPSFQBMFUUF mporibus sum fugit alit ofciuribus quae optatibus sed eatemquand provide aepudis contrast eaquistias and legibility nem for expliquis the NY Statequia quiaidentifier. quam laut fuga. Ut eveles es autemolutem nos ad mo tem laute nieturYou may simaio. also use any color from the NYS color palette to showcase the NYS identifier, using good judgment for contrast ONE COLOR IDENTIFIER DerumBOEMFHJCJMJUZ"OZPUIFSDPMPSSFQSFTFOUBUJPOTPGUIFJEFOUJmFS et omnias vellaboresFPO cusaper eptaspe rovidessum queoutside ex estioof the temo approved tet dolest color re palette volupta are nonem. a violation Aborit of o thefc tet oguidelines.fcipienda eatur molupta spicidem dolupti qui vellab in est, a cullab ipit et ofcil iniende risint harumet alitemodi te aut estoria abor solo eaquatent. Aquibuscid ut explaboribus ducim idestem rerunt ipsandit la dolut magnatibus. Issitia tumquam quia voluptat dipsapienis et, ulpa nonsequa- tur? Asped quam, testo elis et velit faccabo. Es ditaque lis nullor- rupit eos re quUdanti nossi te nobis iniaectem ra conem elita idelici andelen deligen dandici tioria cupit, sit atiat eaquidu cimus, vellupt aturit estiam fugia sitam fugit as doluptatures IDENTIFIER ON COLOR BACKGROUNDS conessincium autempor maxim aliam, veles ea nos sinvenis maiorerias aut di conem quat omsedis eatus prae. NEW YORK STATE BRAND GUIDELINES 21 1.11 NEW YORK STATE BRAND ELEMENTS CORE TYPOGRAPHY

SYSTEM FONT 5ZQPHSBQIZJTBTUSPOHFYUFOTJPOPGUIF/:4UBUFCSBOE character, and plays a major role in creating a distinctive and consistent look for New York State across all communications D Sari Bold and promotional materials. ABCDEFGHIJKLMNOPQRSTUVWXYZ

D Sari Bold abcdefghijklmnopqrstuvwxyz %4BSJJTVTFE0/-:GPSUIF /:4UBUFCSBOENBSLBOE 1234567890!@#$%^&* identiﬁer, 2) the tag line and 3) all other agency, program and JOJUJBUJWFUJUMFTXIFOSFQSFTFOUFEJOMPDLVQTXJUIUIF/:4UBUF COMMUNICATION FONTS brand mark. Proxima Nova Light Proxima Nova Oswald Light 5IJTGPOUIBTCFFOTFMFDUFEGPSJUTWFSTBUJMJUZBOEMFHJCJMJUZFPO GPSCPEZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ DPQZ*UPʹFSTNBOZXFJHIUTBOETUZMFT XIJDIQSPWJEFBCSPBE abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz EFHSFFPGEFTJHOnFYJCJMJUZGPSBMMHSBQIJDDPNNVOJDBUJPOT 1234567890!@#$%^&* 1234567890!@#$%^&* Oswald Light 5IJTGPOUIBTCFFOTFMFDUFEGPSJUTOBSSPXGPPUQSJOUBOEEJWFSTF Proxima Nova Regular Oswald Regular weights to use as accent copy, such as a subtitle, a list or a QJFDFPGJOGPSNBUJPOUIBUOFFETUPCFDBMMFEPVU5IJTGPOUIBT ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ BMTPCFFOSFESBXOBOESFGPSNFEUPCFUUFSmUUIFQJYFMHSJEPG abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz standard digital screens. Oswald is designed to be used freely 1234567890!@#$%^&* 1234567890!@#$%^&* across the internet by web browsers on desktop computers, laptops and mobile devices. Proxima Nova Bold Proxima Nova Semi Bold 4FFQBHFGPSJOGPSNBUJPOPO%4BSJBOE1SPYJNBOPWBGPOU ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ licenses for desktop and app. abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&* 1234567890!@#$%^&* NEW YORK STATE BRAND GUIDELINES 22 1.12 NEW YORK STATE BRAND ELEMENTS TYPOGRAPHY STYLE

TYPOGRAPHY TYPE STYLE When rendered consistently, the proper use of type will draw SFBEFSTBUUFOUJPO MFBEUIFNUPUIFNPTUJNQPSUBOUJOGPSNBUJPO Proxima Nova Light ﬁrst, and maintain a sense of clarity, order, legibility and struc Proxima Nova Regular Title Set In Proxima ture throughout written communications. Proxima Nova Bold Nova Bold, Title Case. Rules for use of type Oswald Light 5IFIJFSBSDIZPGJOGPSNBUJPOHVJEFTUIFUZQFTJ[FTBOEXFJHIUT Subtitle set in proxima nova bold, sentence case. UIJDLOFTT GPSEJʹFSFOUMFWFMTPGJOGPSNBUJPO JMMVTUSBUFEIFSFUP Oswald Regular Lorem ipsum dolor sit amet, consectetur adipisc- the right. Oswald Bold ing elit, sed do eiusmod tempor incididunt ut Primary use of type labore et dolore magna aliqua. 4FUUJUMFTJO1SPYJNB/PWBCPMEVTJOHUJUMFDBTF JOJUJBMDBQ followed by lower case letters). Subtitles set in bold using Body copy set in proxima nova regular, sentence case. Lorem ipsum dolor sit FPO amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore TFOUFODFDBTFBOECPEZDPQZJTTFUJO1SPYJNB/PWBSFHVMBS et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation *OGPSNBUJPOPSEBUBUIBUOFFETUPCFEJʹFSFOUJBUFEBOEDBMMFE ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor out in display should be set in Oswald bold upper case. in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui ofcia deserunt mollit anim id est laborum. Typography exceptions Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut *ODBTFTXIFSFUIFQSJNBSZVTFPGUZQFSFTUSJDUTWJTVBMEJʹFSFO aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in UJBUJPOBOEJNQBDU UIFPUIFSUZQFXFJHIUTPGUIF1SPYJNBBOE voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui ofcia deserunt mollit anim Oswald families may be used. id est laborum.

INFORMATION OR DATA THAT NEEDS TO BE HIGHLIGHTED LOREM IPSUM OR EMPHASIZED SHOULD BE SET IN OSWLAD BOLD, UPPER CASE 100% NEW YORK STATE BRAND GUIDELINES 23 1.13 NEW YORK STATE BRAND ELEMENTS REPLACEMENT FONTS

REPLACEMENT AND WEB FONTS 8IFOUIFQSJNBSZUZQFGPOU 1SPYJNB/PWB JTVOBWBJMBCMFGPS VTFEVFUPUIFSFTUSJDUJPOTPGNFEJB VTF"SJBMJOJUTQMBDF Arial Regular Oswald Light "SJBMJTSFBEJMZBWBJMBCMFXJUIJOXPSEQSPDFTTJOH TQSFBETIFFU ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ BOEQSFTFOUBUJPOQSPHSBNT*UXJMMCFVTFEGPSBMMJOUFSOBMMZQSP abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz EVDFEEPDVNFOUT BTXFMMBTGPSDPSSFTQPOEFODF$PNNPO VTBHFJODMVEFTMFUUFST MBCFMT NFNPT 1PXFS1PJOU JOWPJDFT 1234567890!@#$%^&* 1234567890!@#$%^&* forms and binders. Arial Bold Oswald Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz FPO 1234567890!@#$%^&* 1234567890!@#$%^&*

Oswald Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&* NEW YORK STATE BRAND GUIDELINES 24 1.14 NEW YORK STATE BRAND ELEMENTS REPLACEMENT FONTS STYLE

TYPOGRAPHY TYPE STYLE Rules for use of type 5IFIJFSBSDIZPGJOGPSNBUJPOHVJEFTUIFUZQFTJ[FTBOEXFJHIUT Arial Regular UIJDLOFTT GPSEJʹFSFOUMFWFMTPGJOGPSNBUJPO JMMVTUSBUFEIFSFUP Arial Bold Title Set In Arial Bold, the right. Title Case. Primary use of replacement/web type 4FUUJUMFTJO"SJBMCPMEVTJOHUJUMFDBTF JOJUJBMDBQGPMMPXFECZ Oswald Light MPXFSDBTFMFUUFST 4VCUJUMFTBSFTFUJO"SJBMCPMEVTJOHTFO Oswald Regular Subtitle set in Arial bold, sentence case. UFODFDBTFBOECPEZDPQZJTTFUJO"SJBMSFHVMBS*OGPSNBUJPOPS Oswald Bold Lorem ipsum dolor sit amet, consectetur adipisc- EBUBUIBUOFFETUPCFEJʹFSFOUJBUFEBOEDBMMFEPVUJOEJTQMBZ ing elit, sed do eiusmod tempor incididunt ut should be set in Oswald bold upper case. labore et dolore magna aliqua.

Typography exceptions Body copy set in Arial regular, sentence case. Lorem ipsum dolor sit amet, FPO consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et *ODBTFTXIFSFUIFQSJNBSZVTFPGUZQFSFTUSJDUTWJTVBM dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation EJʹFSFOUJBUJPOBOEJNQBDU UIFPUIFSUZQFXFJHIUTPGUIF ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure "SJBMBOE0TXBMEGBNJMJFTNBZCFVTFE dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

INFORMATION OR DATA THAT NEEDS TO BE HIGHLIGHTED LOREM IPSUM OR EMPHASIZED SHOULD BE SET IN OSWLAD BOLD, UPPER CASE 100% NEW YORK STATE BRAND GUIDELINES 25 1.15 NEW YORK STATE BRAND ELEMENTS NAMING CONVENTIONS FOR PROGRAMS AND INITIATIVES

Names of programs and initiatives can in themselves become verbal assets of the NY State brand. Names should communicate positive associations with the concerns and interest of targeted audiences. 5IFZTIPVMEBMTPCFTJNQMFBOENFNPSBCMF

1SPHSBNOBNFTTIPVMEIBWFBTGFXTZMMBCMFTBTQPTTJCMF(FOFSBMMZ VOMFTTUPQJDBMMZJOBQQSPQSJBUF QSPHSBNTXJMMDPOTJTUPGUIFQSPHSBNOBNFGPMMPXFECZUIFMFUUFST/:BTJOFYBNQMFTCFMPX

Examples: StartUpNY TasteNY GlobalNY ILoveNY FPO NEW YORK STATE BRAND GUIDELINES 26 2. New York State Agencies and Authorities: Groupings and Architecture

Streamlining the way agencies, authorities, ofces and programs are organized "MMPGUIFFOUJUJFTPG/:4UBUFIBWFCFFOPSHBOJ[FEJOUPOJOFHSPVQJOHT4UBUFXJEF&MFDUFE0ʺDJBMT 3FDSFBUJPO&OWJSPONFOU )FBMUI)VNBO4FSWJDFT &EVDBUJPO 1VCMJD4BGFUZ 5SBOTQPSUBUJPO6UJMJUJFT -PDBM3FHJPOBM"VUIPSJUJFT #VTJOFTT BOE"ENJOJTUSBUJPO

Rationale for groupings 5IFEFDJTJPOTPOOVNCFSBOEOBNFTPGHSPVQJOHT BTXFMMBTXIJDIFOUJUJFTHPVOEFSXIJDIHSPVQJOHT BSFCBTFEPOUXPDSJUFSJB t )PXUIFWBSJPVTFOUJUJFTGVODUJPOJOEFMJWFSJOHTFSWJDFTUPDJUJ[FOTBOECVTJOFTTFT t 2VBOUJUBUJWFSFTFBSDIXJUIIVOESFETPGDJUJ[FOTBOECVTJOFTTEFDJTJPONBLFSTXIPSPVUJOFMZVTFHPWFSONFOUTFSWJDFT BOE TFBSDIGPSUIFNPOTUBUFTQPOTPSFEXFCTJUFT 5IFHSPVQJOHTSFnFDUPOFPGUIFTUBUFEPCKFDUJWFTPGUIF/FX:PSL4UBUFCSBOEHVJEFMJOFJOJUJBUJWFUPTUSFOHUIFOBOEDMBSJGZ IPXTFSWJDFTBSFPSJFOUFE UPQSPWJEFBCFUUFSVTFSFYQFSJFODFBOEFOIBODFUIF4UBUFTTFSWJDFEFMJWFSZ

Creating an architecture for the state and its entities "OBSDIJUFDUVSFEFmOFTIPXUIF/FX:PSL4UBUFCSBOEFYJTUTXJUIDBUFHPSZHSPVQJOHTBOEUIFFOUJUJFT BHFODJFT BVUIPSJUJFT PʺDFTBOEQSPHSBNT PSHBOJ[FEVOEFSUIFNJOWJTVBMEJTQMBZ#FDBVTFUIFTFFMFNFOUTBOEUIFJSSFMBUJPOUPFBDIPUIFSBSF so essential to the New York State brand, the guidelines around these core assets are very speciﬁc and not open to much interpretation. NEW YORK STATE BRAND GUIDELINES 27 2.1 NY STATE AGENCIES AND AUTHORITIES GROUPINGS AND ARCHITECTURE NEW YORK STATE AGENCIES STATE STATE AGENCY GROUPINGS AND AUTHORITIES GROUPINGS Statewide Elected Officials Recreation & Environment Groupings Health & Human Services For the purposes of display, all state agencies, authorities Education and major programs have been arranged into nine groupings shown on the right. NEW YORK STATE Public Safety Transportation & Utilities Rationale 5IFSFBSFBQQSPYJNBUFMZBHFODJFT BVUIPSJUJFTBOENBKPS Local & Regional Authorities QSPHSBNTSFQSFTFOUFEJO/FX:PSL4UBUF#ZBSSBOHJOHUIFN Business into nine groupings, it streamlines their presentation to Administration DJUJ[FOT CVTJOFTTFTBOEWJTJUPST BOEDSFBUFTHSFBUFS consistency of display. AGENCIES ORGANIZED IN GROUPINGS

Further, this structure helps make them easier to ﬁnd when Statewide Elected Ofcials Education Local & Regional Authorities FPO Ofce of the Governor City University Construction Fund Adirondack Park Agency TFBSDIJOHUIF/FX:PSL4UBUFXFCTJUFT5IFTFHSPVQJOHTBOE Ofce of the Attorney General City University of New York Battery Park City Authority UIFBHFODJFT PʺDFTBOENBKPSQSPHSBNTPSHBOJ[FEVOEFS Ofce of the NYS Comptroller Higher Education Services Corporation Bufalo Fiscal Stability Authority New York State Assembly State Education Department Erie County Fiscal Stability Authority UIFNIBWFCFFORVBOUJUBUJWFMZSFTFBSDIFEBOEWFUUFECZ New York State Senate State University Construction Fund Nassau County Interim Authority DJUJ[FOTBOECVTJOFTTEFDJTJPONBLFSTUPCFNPSFJOUVJUJWFMZ State University of New York New York City Financial Control Board Recreation & Environment Roosevelt Island Operating Corporation grouped. Central Pine Barrens Joint Planning & Public Safety Policy Commission Corrections and Community Supervision Business Council on the Arts Criminal Justice Services Agriculture and Markets Department of Environmental Conservation Homeland Security and Emergency Services Department of Financial Services Environmental Facilities Corporation Military and Naval Afairs (National Guard) Department of Labor Hudson River Park Trust State Police Taxation and Finance Hudson River Valley Greenway Minority and Women-Owned Business Enterprises Lake George Park Commission Transportation & Utilities Dormitory Authority Ofce of Parks, Recreation and Historic Preservation 511ny (Get Connected to Go) Empire State Development Olympic Regional Development Agency Bridge Authority Gaming Commission (Whiteface, Gore, Belleayre) Bufalo and Fort Erie Public Bridge Authority State Insurance Fund South Shore Estuary Council (Peace Bridge) State Liquor Authority Capital District Transportation Authority Tax Appeals Health & Human Services Central New York Transportation Authority Workers Compensation Board Alcoholism and Substance Abuse Services Department of Motor Vehicles Higher Education Services Corporation Children & Family Services Department of Transportation Board of Elections Department of Health Energy and Research Development Authority Department of Civil Service Domestic Violence Prevention Governor’s Trafc Safety Committee Department of State Homes and Community Renewal Long Island Power Authority (LIPA) Human Rights MTA (LIRR, Subways, Metro-North) Administration Justice Center for the Protection of People New York Power Authority (NYPA) Division of the Budget with Special Needs Niagara Frontier Transportation Authority Inspector General Ofce for People with Developmental Disabilities Port Authority of NY and NJ Joint Commission on Public Ethics Ofce of Mental Health Port of Ogdensburg Medicaid Inspector General Ofce of Temporary and Disability Assistance Port of Oswego Court Administration Ofce of Victim Services Public Service Commission/Department Ofce of General Services State Ofce for the Aging of Public Service Ofce of Information Technology Services Veterans’ Afairs Rochester-Genesee Transportation Police and Fire Retirement System Authority Public Employment Relations Board Thruway Authority State and Local Employee Retirement System Teachers’ Retirement System /&8:03,45"5"/%(6*%&-*/&4 28 2.2 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE COLOR CODING FOR GROUPINGS (1 OF 2)

NYS CORE COLOR PALETTE How to ﬁnd your agency’s color *EFOUJGZUIFHSPVQDPMPSVOEFSXIJDIZPVSBHFODZ PʺDFPS program resides, and use that color and its associated tints JMMVTUSBUFEUPUIFSJHIUBOEPOUIFOFYUQBHF JODPNCJOBUJPO with the core NY State colors to create communications.

Approved colors for agency/program use GROUPINGS PRIMARY COLOR SECONDARY COLORS "HFODJFTNBZVTFUIFJSDPEFEDPMPSDPNCJOFEXJUIBOZ DPMPSGSPNUIFDPSF/:4UBUFQBMFUUF&YBNQMFJGBOBHFODZ PANTONE PANTONE PANTONE 3005 C 2925 C 2905 C JTHSPVQFEVOEFS&EVDBUJPO JUTBTTPDJBUFEDPMPS QBMFHSFFO Statewide BOEJUTUJOUT DBOCFDPNCJOFEXJUIUIF/:4UBUFDPSFDPMPST CMYK 100/31/0/0 CMYK 85/21/0/0 CMYK 45/1/0/1 Elected Officials RGB 0/119/200 RGB 0/156/222 RGB 141/200/232 using good judgment for contrast and legibility. HEX #0077C8 HEX #009CDE HEX #8DC8E8

Achieve a consistent look and feel #ZGPMMPXJOHUIFTFDPMPSHVJEFMJOFT BMMDPNNVOJDBUJPOT PANTONE PANTONE PANTONE 350 C 625 C 5575 C coming from NY State and its agencies and initiatives will have Recreation & Environment CMYK 80/21/79/64 CMYK 64/16/45/30 CMYK 37/9/28/13 a consistent look and feel across the board. Further, the use RGB 44/82/52 RGB 80/127/112 RGB 146/172/160 of group colors helps clearly identify agencies and their pro HEX #2C5234 HEX #507F70 HEX #92ACA0 HSBNTXJUIJOUIFTBNFHSPVQJOH*UXJMMTFSWFUPEJTUJOHVJTIPOF BHFODZTDPNNVOJDBUJPOTGSPNBOPUIFSBHFODZJOB PANTONE PANTONE PANTONE EJʹFSFOUHSPVQJOH 7680 C 7677 C 7674 C Health & Human Services CMYK 87/99/0/8 CMYK 68/78/0/0 CMYK 50/41/4/0 "MMDPMPSCSFBLEPXOTJOUIF#SBOE(VJEFMJOFTBSFCBTFE RGB 82/49/120 RGB 111/80/145 RGB 135/140/180 POUIF0ʺDJBM1BOUPOF.BUDIJOH4ZTUFN5IFZBSF HEX #523178 HEX #6F5091 HEX #878CB4 PQUJNJ[FEGPSUIFNBKPSJUZPGDPNQVUFSNPOJUPST PQFSBUJOH TZTUFNTBOECSPXTFST"EIFSJOHUPUIF1BOUPOFNBUDIJOH PANTONE PANTONE PANTONE system will allow for color to be reproduced and displayed in 7759 C 7745 C 5855 C the most uniﬁed and consistent manner possible. Education CMYK 6/3/100/20 CMYK 16/0/91/28 CMYK 12/5/44/15 When working in your software application, always create the RGB 196/178/0 RGB 171/173/35 RGB 192/187/135 color by entering the values for the Pantone colors supplied HEX #C4B200 HEX #ABAD23 HEX #C0BB87 IFSFGPSFJUIFS$.:, 3(#PS)FY

PANTONE PANTONE PANTONE 5415 C 5425 C 5445 C Public Safety CMYK 56/24/11/34 CMYK 45/16/9/24 CMYK 21/5/4/8 RGB 91/127/149 RGB 122/153/172 RGB 183/201/211 HEX #5B7F95 HEX #7A99AC HEX B7C9D3 /&8:03,45"5"/%(6*%&-*/&4 29 2.2 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE COLOR CODING FOR GROUPINGS (2 OF 2)

NYS CORE COLOR PALETTE (Continued from previous page) When using the colors of the groupings with the core color palette of NYS, use good judgment to ensure contrast and legibility in communications.

GROUPINGS PRIMARY COLOR SECONDARY COLORS

PANTONE PANTONE PANTONE 307 C 7704 C 550 C Transportation & Utilities CMYK 100/22/2/18 CMYK 93/4/8/24 CMYK 42/7/8/8 RGB 0/107/166 RGB 0/133/173 RGB 141/185/202 HEX #006BA6 HEX #0085AD HEX #8DB9CA

PANTONE PANTONE PANTONE 4625 C 463 C 7530 C Local & Regional CMYK 30/72/74/80 CMYK 14/54/95/62 CMYK 10/18/25/32 Authorities RGB 79/44/29 RGB 116/79/40 RGB 163/147/130 HEX #4F2C1D HEX #744F28 HEX #A39382

PANTONE PANTONE PANTONE 7474 C 5493 C 5523 C Business CMYK 96/9/32/29 CMYK 47/4/16/16 CMYK 22/1/9/2 RGB 0/118/129 RGB 127/169/174 RGB 182/207/208 HEX #007681 HEX #7FA9AE HEX #B6CFD0

PANTONE PANTONE PANTONE 166 C 7578 C 7576 C Administration CMYK 0/76/100/0 CMYK 0/67/100/0 CMYK 6/50/76/0 RGB 227/82/5 RGB 220/107/47 RGB 219/134/78 HEX #E35205 HEX #DC6B2F HEX #DB864E NEW YORK STATE BRAND GUIDELINES 30 NY State Architecture: Introducing Endorsement Systems and Sample Lock-Ups

NY State architecture: the most complex rules in these guidelines $PNQMZJOHXJUIUIFHVJEFMJOFTGPSCVJMEJOHFOEPSTFNFOUTZTUFNTGPSNTUIFCBDLCPOFPGUIF/FX:PSL4UBUFCSBOEHVJEFMJOFT 3VMFTGPSIPXUIFTUBUF BHFODJFT BVUIPSJUJFT EJWJTJPOT BMMXPSLUPHFUIFSJOWJTVBMEJTQMBZBSFCZUIFJSWFSZOBUVSFDPNQMFY 'PSUIJTSFBTPO XFIBWFDSFBUFEUIJTQBHFIFSFUPBVHNFOUHVJEFMJOFTGPSNBYJNVNDMBSJUZ

Endorsement systems 5IFQVSQPTFPGIBWJOHUIFTUBUFCSBOENBSLBOEJUTFOUJUJFT BHFODJFT BVUIPSJUJFT PʺDFTBOEQSPHSBNT DPNCJOFEUPHFUIFS JOBOPSHBOJ[FEWJTVBMEJTQMBZJTUPSFJOGPSDFBIJFSBSDIZPGSFMBUJPOTIJQT PSAABSDIJUFDUVSF IPXUIFTUBUFBEWPDBUFTGPSPSiFOEPSTFTwUIFFOUJUJFT "EEJUJPOBMMZ FOEPSTFNFOUTZTUFNTIFMQJMMVTUSBUFXIJDIBHFODZPʺDFPXOTUIFQSPHSBNPSJOJUJBUJWF BOEXIJDIPUIFSBHFODJFTNBZCFTVQQPSUJOHJU &OEPSTFNFOUTZTUFNTIFMQBDIJFWFPOFPGUIFNPTUJNQPSUBOUPCKFDUJWFTGPSUIFHVJEFMJOFTUPCFUUFSBDDSVFUIFWBMVFPGBMMTUBUFJOJUJBUJWFTUPUIF/FX:PSL4UBUFCSBOE

Building endorsement systems On the following pages, the approved endorsement systems are introduced for various situations that arise when producing communications for UIF4UBUFBOEJUTWBSJPVTFOUJUJFT 3VMFTPOIPXUPTJ[FBOEMJOLUIFTUBUFBOEJUTFOUJUJFT UIFTFBSFDBMMFEiMPDLVQTw 4BNQMFTDIFNBUJDTPGUIFmOJTIFEMPDLVQT &YBNQMFTPGIPXUIFTFMPDLVQTNJHIUMPPLJOSFBMXPSMEDPNNVOJDBUJPOT

Use this section ONLY to understand the endorsement systems 5IFSFJTBTFQBSBUFTFDUJPOUIBUXJMMHVJEFIPXDPNNVOJDBUJPOTBSFUPCFEFTJHOFEBOEMBJEPVU*UJTDBMMFE/FX:PSL4UBUFCSBOEFMFNFOUT BOEJUDBOCFGPVOEPOQBHFT NEW YORK STATE BRAND GUIDELINES 31 2.3 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE NEW YORK STATE BRAND ARCHITECTURE

IDENTITY ARCHITECTURE Brand architecture* NO AGENCIES, PROGRAMS, OR INITIATIVES (WITH THE EXCEPTION OF THOSE LISTED ON PAGE 44) WILL HAVE THEIR "TTUBUFEQSFWJPVTMZJOUIFTFHVJEFMJOFT BOBSDIJUFDUVSFTFUT OWN BRAND MARK OR LOGO. AGENCY NAMES WILL BE DISPLAYED IN TYPOGRAPHY LOCKED UP WITH THE NY STATE forth rules governing hierarchies and relationships for the state BRAND MARK IN D SARI BOLD. BOEJUTBHFODJFT PʺDFTBOEJOJUJBUJWFT*OUIFJMMVTUSBUJPOPOUIF SJHIU UIF/FX:PSL4UBUFCSBOENBSLJTQSFFNJOFOU -FWFMJO the hierarchy), and serves to endorse agencies and programs NY STATE BRAND MARK (LEVEL 1) (Level 3).

Level 2 groupings are for organizational purposes only 5IFOJOFHSPVQJOHT EJTDVTTFEPOQBHF BSFGPS PSHBOJ[BUJPOBMQVSQPTFT BOEXJMMOPUEFWFMPQPSJTTVF DPNNVOJDBUJPOT8IFOUIFZBSFMJTUFE GPSFYBNQMF JOBNFOV POBXFCTJUF UIFZXJMMBQQFBSJO1SPYJNB/PWB#PME XJUIPVUFPO their coded color.

Please see the following pages for guidelines on the endorse AGENCIES AND AUTHORITIES GROUPINGS (LEVEL 2) NFOUMPDLVQT Administration Public Safety *5IFSFBSFTJYFYDFQUJPOTUPUIFSVMFTTUBUFEIFSF 1MFBTFTFFQBHFTGPSXIJDIBHFODZBOEQSPHSBNT Business will retain their logos. Recreation & Education Environment

Health & Statewide Human Services Elected Ofﬁcials

Local & Transportation Regional Authorities & Utilities

BRAND MARK AND AGENCY LOCK UP (LEVEL 3)

Agency Name NEW YORK STATE BRAND GUIDELINES 32 2.4 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE HOW TO BUILD NEW YORK STATE BRAND MARK/AGENCY LOCK-UPS

BRAND MARK/AGENCY CLEAR SPACE AND RELATIVE RELATIONSHIPS Lock-ups 5IFJMMVTUSBUJPOUPUIFSJHIUTIPXTIPXUIF/FX:PSL4UBUF CSBOENBSLMPDLVQJTEJTQMBZFEJOBIPSJ[POUBMGPSNBU XJUI N = HEIGHT OF THE “N” IN NEW YORK STATE the brand mark on the left, the agency on the right, and sepa SBUFECZUIFiBODIPSMJOFw"TTIPXO UIFBHFODZJTSFOEFSFE in title case (initial capitals, followed by lower case type) in the %4BSJCPMEUZQFGPOU Agency The anchor line "TTFFOIFSF UIFWFSUJDBMMJOFVTFEJOMPDLVQTUIBUBODIPST one entity with another (e.g. NY State with one of its agencies). Name 5IFBODIPSMJOFJTUIFTBNFUIJDLOFTTBTUIFMJOFUIBUGPSNT the outline of NY StateFPO in the brand mark, and the same height of the NY State brand mark.

Relative relationships THE ANCHOR LINE BRAND MARK/AGENCY RELATIVE RELATIONSHIPS "TTIPXOUPQSJHIU UIFEJTUBODFCFUXFFOUIFBODIPSMJOFBOE both the NYS brand mark and the agency name is the width PGUIFi/wJOUIFCSBOENBSL$MFBSTQBDFBSPVOEUIFMPDLVQ TIPVMECFUIFIFJHIUPGUIFi/wBTXFMM Agency Agency

5IFIFJHIUPGUIFBHFODZOBNFJTDBMDVMBUFECZUIF/WBMVF Name Name which is the height of the capital letter in the NY State brand NBSL5IFSFGPSF UIFIFJHIUPGUIFBHFODZOBNFJT/EJTUBODF N = THE HEIGHT OF THE from the top and bottom of the anchor line. SAME THE ANCHOR THICKNESS LINE LETTER “N” IN THE STATE NAME NEW YORK Don’ts #PUUPNSJHIUTFFUXPFYBNQMFTPGIPX/05UPSFOEFSUIF DON’TS CSBOENBSLBHFODZMPDLVQ5IFTFBSFCZOPNFBOTUIFPOMZ iEPOUTw Agency AGENCY Name NAME

DO NOT CHANGE THE SIZE PROPORTION DO NOT USE TYPE ALL CAPS NEW YORK STATE BRAND GUIDELINES 33 2.5 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE ARCHITECTURE AND SAMPLE ENTITY LOCK-UPS

NEW YORK STATE ENTITIES LOCKUP EXAMPLE Entity lock-ups will be in type* 5IFWBSJPVTFOUJUJFTPG/:4UBUF BHFODJFT PʺDFT BVUIPSJUJFT EJWJTJPOTBOEQSPHSBNT BQQFBSJO%4BSJ#PME BOEBSFFO dorsed by the NYS brand mark rendered in the same color as UIFHSPVQJOHJOUIJTFYBNQMF CMVF

Lock-ups 5IFJMMVTUSBUJPOUPUIFSJHIUTIPXTIPXUIF/FX:PSL4UBUF CSBOENBSLFOUJUZMPDLVQJTEJTQMBZFEVTJOHUIFFYBNQMFPG GROUPING UIFHSPVQJOH 5SBOTQPSUBUJPO6UJMJUJFT5IFMPDLVQJTJOB DICTATES IPSJ[POUBMGPSNBUXJUIUIFCSBOENBSLPOUIFMFGU UIFFOUJUZPO GROUPINGS TRANSPORTATION THE COLOR UIFSJHIU BOETFQBSBUFECZUIFiBODIPSMJOFwFPO & UTILITIES The anchor line "TTFFOIFSF UIFWFSUJDBMMJOFVTFEJOMPDLVQTUIBUBODIPST one entity with another (e.g. NY State with one of its agencies). TRANSPORTATION & 5IFBODIPSMJOFJTUIFTBNFUIJDLOFTTBTUIFMJOFUIBUGPSNT UTILITIES ENTITIES Entity Bridge LOCK UP the outline of NY State in the brand mark, and the same height Name Authority PGUIF/:4UBUFCSBOENBSL5IFIFJHIUPGUIFBHFODZOBNF is calculated by the N value, which is the height of the capital MFUUFSJOUIF/:4UBUFCSBOENBSL5IFSFGPSF UIFIFJHIUPGUIF agency name is N distance from the top and bottom of the AN ENTITY IS AN AGENCY, OFFICE, AUTHORITY, DIVISION Buffalo and Fort Erie BODIPSMJOF/PUFGPSBHFODZOBNFTUIBUGBMMPOUISFFPSNPSF OR PROGRAM MJOFTPGDPQZ UIFBODIPSMJOFFYUFOETEPXOGVSUIFS TUJMMHVJEFE Public Bridge Authority CZUIFAA/WBMVF

Relative relationships "TTIPXOUPQSJHIU UIFEJTUBODFCFUXFFOUIFBODIPSMJOFBOE Capital District both the NY State brand mark and the endorsed entity is the FOR AGENCY NAMES THAT FALL Transportation XJEUIPGUIFi/wJOUIFTUBUFOBNFJOUIFCSBOENBSL$MFBS ON THREE OR MORE LINES OF COPY, Authority THE ANCHOR LINE EXTENDS DOWN TQBDFBSPVOEUIFMPDLVQTIPVMECFUIFUIFIFJHIUPGUIFi/w FURTHER. SEE COPY TO THE LEFT as well. FOR GUIDANCE.

*5IFSFBSF4*9FYDFQUJPOTUPUIFSVMFTTUBUFEIFSF1MFBTFTFF Department of QBHFGPSXIJDIBHFODZBOEQSPHSBNTXJMMSFUBJOUIFJSMPHPT Motor Vehicles NEW YORK STATE BRAND GUIDELINES 34 2.6 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE NEW YORK STATE BRAND MARK/AGENCY LOCK-UP AND COLOR VARIATIONS

NY STATE GROUPING LOCK UPS )FSFBSFUXPFYBNQMFT5SBOTQPSUBUJPO6UJMJUJFT BOE1VCMJD Safety in their own coded colors blue and gray respectively.

Display options 5IFCSBOENBSLBHFODZMPDLVQTIPVMEBQQFBSJOJUTDPEFE DPMPSPOBXIJUFCBDLHSPVOE5IJTJTUIFQSJNBSZUSFBUNFOU BOETIPVMECFVTFEBTNVDIBTQPTTJCMF*OUIFFWFOUUIF CSBOENBSLBHFODZMPDLVQDBOOPUCFSFOEFSFEPOBXIJUF CBDLHSPVOE UIFSFBSFUXPTFDPOEBSZPQUJPOT 1) knocked out in white or in the coated color and only situated AGENCY LOCK UP COLOR OPTIONS on a unobstructed background on the photo; 2) placed inside the progress holding shape in either the coded color or white,FPO depending on what best achieves PRIMARY TREATMENT PRIMARY TREATMENT legibility and contrast. Bridge Emergency Authority Management

SECONDARY TREATMENT SECONDARY TREATMENT

Bridge Emergency Authority Management

Bridge Emergency Authority Management /&8:03,45"5"/%(6*%&-*/&4 35 2.7 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE SINGLE AGENCY ENDORSEMENT

IMPLEMENTATION OF A SINGLE AGENCY ENDORSEMENT APPLICATION Viewing the lock-up 5IJTJTXIBUUIFmOJTIFEMPDLVQXPVMEMPPLMJLF*UTTJ[FBOE placement on the page in actual communications can vary CBTFEPOEJʹFSFOUMBZPVUT"TBNQMFFYFDVUJPODBOCFTFFO on the following page. View the sample to the right only for IPXUIFMPDLVQJTSFOEFSFE Agency Name /&8:03,45"5"/%(6*%&-*/&4 36 2.8 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE EXAMPLE OF A SINGLE AGENCY ENDORSEMENT

Viewing the lock-up 5PUIFSJHIUJTBNPDLVQPGBCSPDIVSFDPWFSUIBUJMMVTUSBUFT how the single agency endorsement application would look Department of Motor Vehicles JOBSFBMXPSMEFYBNQMF*UTTJ[FBOEQMBDFNFOUPOUIFQBHF JOBDUVBMDPNNVOJDBUJPOTDBOWBSZCBTFEPOEJʹFSFOUMBZPVUT 7JFXUIFTBNQMFUPUIFSJHIUPOMZGPSIPXUIFMPDLVQJTSFO dered.*

The architecture is clean, clear and consistent Resource Guide for "TTFFOIFSF UIF/:4UBUFCSBOENBSLJTMPDLFEVQXJUIUIF BHFODZJTTVJOHUIFCSPDIVSF5IFFOEPSTFNFOUBQQMJDBUJPO creates a clear and consistent way for the state and its agen Teen Drivers cies to develop communications so that the content is unim peded, yet strongly endorsed. Further, the color of all entities represented are rendered in the appropriate coded color, in UIJTDBTF UIFCMVFGPS5SBOTQPSUBUJPO6UJMJUJFT

*4FFTFDUJPO QBHFT GPSEFTJHOMBZPVUHVJEFMJOFT

dmv.ny.gov /&8:03,45"5"/%(6*%&-*/&4 37 2.9 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE ENDORSEMENT OF AN ENTITY OWNED BY AN AGENCY, AUTHORITY OR OFFICE

SINGLE ENTITY AND ENDORSING AGENCY Viewing the lock-up (AN ENTITY IS A DIVISION, PROGRAM OR INITIATIVE) 5IJTJTXIBUUIFmOJTIFEFOEPSTFNFOUTZTUFNXPVMEMPPLMJLF 4J[FBOEQMBDFNFOUPOUIFQBHFJOBDUVBMDPNNVOJDBUJPOTDBO WBSZCBTFEPOEJʹFSFOUMBZPVUT4BNQMFFYFDVUJPOTDBOCF seen on the following page. View the sample to the right only BRAND MARK AND ENTITY LOCK UP Entity for how the endorsement system is rendered.* Name

Single surface When there is only one page or surface in the communication, the program, division or initiative is locked up with the NY State brand mark, and the agency is rendered in type at the bottom of the surface. BRAND MARK AND ENTITY LOCK UP Multiple surfaces Entity Name When there is more than one page or surface in the communi cation, the program, division or initiative is locked up with the NY State brand mark on the cover, and the agency is locked VQXJUIUIF/:4UBUFCSBOENBSLPOBEJʹFSFOUTVSGBDF

5IFTFHVJEFMJOFTIFMQSFEVDFUIFDMVUUFSPGMPDLVQTPOB single surface, yet ensure that the program or division is pro perly endorsed by both the state and the agency.

4FFTFDUJPO QBHFT GPSEFTJHOMBZPVUHVJEFMJOFT

AGENCY NAME ON MULTI-SURFACE COMMUNICATION Agency Name

AGENCY NAME ON SINGLE SURFACE COMMUNICATION A Division of (Agency Name) /&8:03,45"5"/%(6*%&-*/&4 38 2.10 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE EXAMPLE OF AN ENDORSED ENTITY OWNED BY AN AGENCY, AUTHORITY OR OFFICE (1 0F 2)

WHERE THERE IS ONE PAGE (SURFACE), Viewing the lock-up THE STATE/DIVISION LOCK-UP IS 5IJTJTXIBUUIFmOJTIFEFOEPSTFNFOUTZTUFNDPVMEMPPLMJLF SEPARATED FROM THE AGENCY OWNING THE DIVISION; THE AGENCY 4J[FBOEQMBDFNFOUPOUIFQBHFJOBDUVBMDPNNVOJDBUJPOTDBO APPEARS IN TYPE AT THE BOTTOM OF WBSZCBTFEPOEJʹFSFOUMBZPVUT7JFXUIFTBNQMFUPUIFSJHIU THE PAGE. only for how the endorsement system is rendered.*

The endorsement shows that the program is the central subject and purpose of the communication "TTFFOIFSF UIF/:4UBUFCSBOENBSLJTMPDLFEVQXJUIUIF division, with the agency represented in type at the bottom of the page (single surface communication). Further, the color of all entities represented are rendered in the appropriate co EFEDPMPSGPSUIFHSPVQJOH JOUIJTDBTF UIFUFBMGPS#VTJOFTT

The architecture is clean, clear and consistent 5IFTFHVJEFMJOFTIFMQSFEVDFUIFDMVUUFSPGMPDLVQTPOB single surface, yet ensure that the program or division is properly endorsed by both the state and the agency. Building 4FFTFDUJPO QBHFT GPSEFTJHOMBZPVUHVJEFMJOFT Economic Opportunities for MWBE’s

A Division of Empire State Development /&8:03,45"5"/%(6*%&-*/&4 39 2.10 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE EXAMPLE OF AN ENDORSED ENTITY OWNED BY AN AGENCY, AUTHORITY OR OFFICE (2 0F 2)

WHERE THERE IS MORE THAN ONE PAGE (SURFACE), Viewing the lock-up THE STATE/AGENCY LOCK-UP IS ON A DIFFERENT PAGE THAN THE STATE/ENTITY LOCK-UP AS SHOWN HERE. 5IJTJTXIBUUIFmOJTIFEFOEPSTFNFOUTZTUFNDPVMEMPPLMJLF 4J[FBOEQMBDFNFOUPOUIFQBHFJOBDUVBMDPNNVOJDBUJPOTDBO WBSZCBTFEPOEJʹFSFOUMBZPVUT7JFXUIFTBNQMFUPUIFSJHIU only for how the endorsement system is rendered.*

ONE MISSION We’ve had really great things happen to us The endorsement shows that the program is the central “

The mission of the Division of Minority and since our certiﬁ cation! In short, it gives us a

LOT of credibility and considerable access subject and purpose of the communication Women-Owned Business Development is to “ promote equality of economic opportunities to opportunities that we might not have had "TTFFOIFSF UIF/:4UBUFCSBOENBSLJTMPDLFEVQXJUIUIF for Minority and Women-Owned Business admittance to prior to becoming certifi ed. QSPHSBN5IFBHFODZJTMPDLFEVQXJUIUIF/:4UBUFCSBOE Enterprises (MWBEs) and to eliminate barriers MBE Certifi ed Firm to their participation in state contracts. Mr. JEA EDMAN JACKSON NBSLPOBEJʹFSFOUQBHFJONVMUJQMFTVSGBDFDPNNVOJDBUJPOT Johnson Edman Advertising We supplement New York State’s economic Further, the color of all entities represented are rendered in leadership with information and resources UIFBQQSPQSJBUFDPEFEDPMPS JOUIJTDBTF UIFUFBMGPS#VTJOFTT that increase access to opportunities for minority and women-owned businesses “ Once Mrs. Paper became certifi ed, throughout the State. I was able to make contacts within NYS Agencies, gaining opportunities The architecture is clean, clear and consistent Three Key Objectives: to bid on contracts and have been 5IFTFHVJEFMJOFTIFMQSFEVDFUIFDMVUUFSPGMPDLVQTPOB Certifying MWBEs awarded many. New York State Certifi cation has played a major role in single surface, yet ensure that the program or division is To review applications by businesses seeking certifi cation as an MWBE and to maintain a the success of my company. ” properly endorsed by both the state and the agency. directory of certifi ed MWBEs WBE Certifi ed Firm Marion Hindenburg Connecting MWBEs to Contracting Opportunities COPY GRAPHICS INC dba Mrs. Paper To create matchmaking opportunities and Building 4FFTFDUJPO QBHFT GPSEFTJHOMBZPVUHVJEFMJOFT assist state agencies in awarding a fair share of state contracts to MWBEs Economic Strengthening MWBEs To promote the business development of Opportunities MWBEs through training, education and outreach, and connecting MWBEs to other for MWBE’s technical and fi nancial assistance State of New York Andrew M. Cuomo, Governor Empire State Development Kenneth Adams, President & CEO Division of Minority and Women’s

General Inquires – MWBE Resource Line: 855/ESD-4MWB or 855/373-4692 Certiﬁ cation Help Line: 212/803-2414

mwbecertiﬁ [email protected] esd.ny.gov/mwbe NEW YORK STATE BRAND GUIDELINES 40 2.11 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE BUILDING MULTIPLE AGENCY LOCK-UPS

X VALUE ANCHOR LINE THICKNESS When more than one agency is issuing communications 5IFSFBSFUJNFTXIFODPNNVOJDBUJPOTBSFEFWFMPQFECZ POFBHFODZUIFBHFODZUIBUMFBETPSPXOTUIFQSPHSBNPS X = HALF THE HEIGHT OF JOJUJBUJWFBOETVQQPSUFECZPUIFSBHFODJFT8IFOPOFPS THE CAPITAL LETTER Agency more supporting agencies is/are present, follow the guidelines Name XSJUUFOGPSBHFODZQSPHSBNMPDLVQTXJUIPOFFYDFQUJPOUIF Y = HALF THE WIDTH OF leading/owning agency appears larger than the supporting THE CAPITAL LETTER THICKNESS agencies. Follow the formulas to the right.

HORIZONTAL MULTIPLE AGENCIES LOCK UP Horizontal and vertical options %FQFOEJOHPOUIFBWBJMBCMFTQBDFJOMBZPVU UIFSFBSFUXP PQUJPOTBWBJMBCMFIPSJ[POUBMBOEWFSUJDBM"TZPVDBOTFF UIF MFOHUIPGUIFBODIPSMJOFJOUIFIPSJ[POUBMMPDLVQJTHVJEFECZFPO UIFTJ[FPGUIFMFBEJOHBHFODZOBNF

Agency Agency 75% OF THE LEADING AGENCY Color and type Leading WITH WHICH IT IS LOCKING UP When more than one agency supports communications, use Name 2 Name 3 the core color palette for NY State, and not any one of the Agency Name coded colors from the organizational groupings. "HFODZ OBNFTDPOUJOVFUPCFSFOEFSFEJO%4BSJ#PME VERTICAL MULTIPLE AGENCIES LOCK UP

Leading Agency Name Agency

Name 2 75% OF THE LEADING AGENCY WITH WHICH IT IS LOCKING UP Agency Name 3 /&8:03,45"5"/%(6*%&-*/&4 41 2.12 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE SCHEMATIC OF AN ENDORSED ENTITY AND MULTIPLE AGENCY LOCK-UP

ENTITY AND MULTIPLE AGENCIES Viewing the lock-ups (THE LEADING AGENCY IS THE AGENCY THAT OWNS THE PROGRAM OR INITIATIVE BEING FEATURED.) Here are illustrations of how the endorsement application would look for a program or initiative that is owned by one BHFODZ BOETVQQPSUFECZPUIFSBHFODJFT4J[FBOEQMBDFNFOU BRAND MARK AND ENTITY LOCK UP Entity on the page in actual communications can vary based on Name EJʹFSFOUMBZPVUT4BNQMFFYFDVUJPOTDBOCFTFFOPOUIF following page. View the sample to the right only for how the endorsement system is rendered.* HORIZONTAL MULTIPLE Agency Agency AGENCIES LOCK UP Leading Single and multiple surfaces Agency Name Name 2 Name 3 5IFQSPHSBNPSJOJUJBUJWFJTMPDLFEVQXJUIUIF/:4UBUFCSBOE mark, the supporting agency/agencies are locked up together, and the leading agency owning the program or initiative is listed ﬁrst and appears larger (see previous page for formulas).

BRAND MARK AND 5IFTFHVJEFMJOFTIFMQSFEVDFUIFDMVUUFSPGWBSJPVTBHFODJFT ENTITY LOCK UP Entity and entities, yet ensure that the program or division is properly Name endorsed by the state and supporting multiple agencies.

VERTICAL MULTIPLE Leading Agency Name 4FFTFDUJPO QBHFT GPSEFTJHOMBZPVUHVJEFMJOFT AGENCIES LOCK UP Agency Name 2 Agency Name 3 /&8:03,45"5"/%(6*%&-*/&4 42 2.13 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE EXAMPLE OF AN ENDORSED ENTITY AND MULTIPLE AGENCY LOCK-UP

Viewing the lock-up 5IJTJTXIBUUIFmOJTIFEFOEPSTFNFOUTZTUFNXPVMEMPPLMJLF for a program or initiative that is owned by one agency, and TVQQPSUFECZPUIFSBHFODJFTJOBSFBMXPSMEFYBNQMF4J[F and placement on the page in actual communications can vary CBTFEPOEJʹFSFOUMBZPVUT7JFXUIFTBNQMFUPUIFSJHIUPOMZ for how the endorsement system is rendered.*

The endorsement shows that the program is the central subject and purpose of the communication "TTFFOIFSF UIFQSPHSBNPSJOJUJBUJWFJTMPDLFEVQXJUIUIF NY State brand mark, the supporting agencies are locked up together, and the leading agency owning the program or initiative is listed ﬁrst and appears larger (see previous pages for formulas). SAFE PARKS INITIATIVE The architecture is clean, clear and consistent 5IFTFHVJEFMJOFTIFMQSFEVDFUIFDMVUUFSPGMPDLVQT ZFU PRESS EVENT ensure that the program or division is properly endorsed by the agency owning it and the state, with participation from supporting agencies. July 19, 2015 at 1:00p.m.

4FFTFDUJPO QBHFT GPSEFTJHOMBZPVUHVJEFMJOFT Lake Welch State Park Harriman, NY NEW YORK STATE BRAND GUIDELINES 43 2.14 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE COLOR SELECTION FOR MULTIPLE AGENCY LOCK-UPS

HORIZONTAL MULTIPLE AGENCY (FROM THE SAME GROUPING) LOCK UP When agencies are from the same grouping When multiple agencies are featured in communications and those agencies are from the same grouping, use the coded DPMPSPGUIFHSPVQJOH5IFFYBNQMFTIPXOIFSF UPQBOE CPUUPNMFGU JTGSPNUIFHSPVQJOH 3FDSFBUJPO&OWJSPONFOU JO Hudson River Hudson River Ofﬁce of Parks, dark green. Park Trust Valley Greenway Recreation and When agencies are from diferent groupings Historic Preservation When multiple agencies are featured in communications and UIPTFBHFODJFTBSFGSPNEJʹFSFOUHSPVQJOHT UIFDPMPSPGBMM entities represented are rendered in colors selected from the core NY State color palette, and not from any colors of VERTICAL MULTIPLE AGENCY (FROM THE SAME GROUPING) LOCK UP EXAMPLE OF MULTIPLE AGENCY (FROM DIFFERENT GROUPINGS) LOCK UP UIFTVQQPSUJOHPSJTTVJOHBHFODJFT5IFFYBNQMFTIPXOIFSFFPO CPUUPNSJHIU TIPXTBHFODJFTGSPN#VTJOFTT 5SBOTQPSUBUJPO 6UJMJUJFT BOE1VCMJD4BGFUZ JOUIF/:4UBUFEBSLCMVF Hudson River Empire State Park Trust Development Hudson River Department of Valley Greenway Motor Vehicles Ofﬁce of Parks, Division of Homeland Recreation and Security and Historic Preservation Emergency Services /&8:03,45"5"/%(6*%&-*/&4 44 2.15 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE LEGACY LOGOS: AGENCY AND PROGRAM LOGOS THAT WILL REMAIN INTACT AND ENDURE

LOGO EXCEPTIONS INCORPORATING THE NY STATE GUIDELINES There are two categories of logo exceptions: 5IFTJYMFHBDZMPHPTJMMVTUSBUFEPOUIFSJHIUXJMMFOEVSFCVU will strictly follow the NY State brand guidelines;

5IF1PSU"VUIPSJUZPG/:/+ BOE46/: CPUUPN BSF FYFNQUGSPN/:4UBUFCSBOEHVJEFMJOFT

Rationale for keeping these legacy logos 5IFEFDJTJPOUPLFFQUIFTFMFHBDZMPHPTJTCBTFEPOUIF capital investment in these logos and/or the signiﬁcant licensing revenue gained from them.

As speciﬁed earlier, all other agencies, authorities, ofces and programs will be rendered in D Sari Bold, locked up with the NY State brand mark.

These guidelines ﬁrmly establish that there will be abso- lutely no new logos created or deployed beyond the New York State brand mark and the legacy logos speciﬁcally listed here as exceptions.

LOGO EXCEPTIONS EXEMPTED FROM THE NY STATE GUIDELINES /&8:03,45"5"/%(6*%&-*/&4 45 2.16 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE SCHEMATIC OF A LEGACY LOGO ENDORSEMENT PRIMARY OPTION

LEGACY LOGO ENDORSEMENT Viewing the lock-up: Legacy logos will never be locked up with the NY State brand mark. On the right is what the ﬁnished FOEPSTFNFOUTZTUFNXPVMEMPPLMJLF4J[FBOEQMBDFNFOUPO UIFQBHFJOBDUVBMDPNNVOJDBUJPOTDBOWBSZCBTFEPOEJʹFSFOU MBZPVUT4BNQMFFYFDVUJPOTDBOCFTFFOPOUIFGPMMPXJOH 1. LEGACY LOGO Program pages. View the sample to the right only for how the endorse Logo ment system is rendered.*

Legacy program logos: When communications are deve 2. BRAND MARK AND loped for a program with a legacy logo, the legacy logo will AGENCY NAME LOCK UP Agency CFGFBUVSFEPOJUTPXO BOEXJMMCFFOEPSTFECZBMPDLVQ Name of the NY State brand mark and the agency that owns the program.

Legacy agency logos: When an agency with a legacy logo Agency develops and owns communications, the legacy logo will Logo be featured on its own, and will be endorsed by the NY State brand mark. BRAND MARK

Please see pages 48-56 for use of legacy logos in restricted space.

Alternative way to highlight state or state/agency endorsement: *OBEEJUJPOUPTJ[FBOEQMBDFNFOU BOPUIFSXBZ to ensure the prominence of the endorsing state or state/agen DZMPDLVQJTUPQMBDFJUJOUIFQSPHSFTTIPMEJOHTIBQF Please see page 56 for an illustration of this alternative, and QBHFGPSSVMFTHPWFSOJOHUIFQSPHSFTTIPMEJOHTIBQF

4FFTFDUJPO QBHFT GPSEFTJHOMBZPVUHVJEFMJOFT NEW YORK STATE BRAND GUIDELINES 46 2.17 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE EXAMPLE OF LEGACY PROGRAM LOGO ENDORSEMENT

Viewing the endorsement system 5IJTJTXIBUUIFmOJTIFEFOEPSTFNFOUTZTUFNNJHIUMPPLMJLF 4J[FBOEQMBDFNFOUPOUIFQBHFJOBDUVBMDPNNVOJDBUJPOTDBO WBSZCBTFEPOEJʹFSFOUMBZPVUT7JFXUIFTBNQMFUPUIFSJHIU only for how the endorsement system is rendered.*

The endorsement shows that the program is the central subject and purpose of the communication "TTFFOIFSF UIFMFHBDZQSPHSBNMPHPJTTFQBSBUFEGSPNUIF FOEPSTJOHMPDLVQUIF/:4UBUFCSBOENBSLMPDLFEVQXJUI the agency that owns the program.

The architecture is clean, clear and consistent 5IFTFHVJEFMJOFTIFMQSFEVDFUIFDMVUUFSPGMPDLVQT ZFU ensure that the legacy program is properly endorsed by both the agency owning it and the state.

4FFTFDUJPO QBHFT GPSEFTJHOMBZPVUHVJEFMJOFT NEW YORK STATE BRAND GUIDELINES 47 2.18 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE EXAMPLE OF A LEGACY AGENCY LOGO ENDORSEMENT

The endorsement shows that the agency is the central subject and purpose of the communication "TTFFOIFSF UIFMFHBDZBHFODZMPHPJTTFQBSBUFEGSPNUIF NY State brand mark. Improving, The architecture is clean, clear and consistent 5IFTFHVJEFMJOFTIFMQSFEVDFUIFDMVUUFSPGDPNQFUJOH logos, yet ensure that the legacy agency is properly endorsed by the state. non-stop.

4FFTFDUJPO QBHFT GPSEFTJHOMBZPVUHVJEFMJOFT We’re making improvements that you can see every day. Including a new way to tell you about improvements. Just look up. /&8:03,45"5"/%(6*%&-*/&4 48 2.19 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE LEGACY LOGOS IN RESTRICTED SPACE: ENDORSING AGENCY LOCK-UPS

LEGACY LOGOS ENDORSED BY AGENCY LOCK UPS EXAMPLES When space is very restricted for legacy logo representation PONBUFSJBMT UIFSFJTBOFFEUPMPDLVQUIFMPHPXJUIUIF endorsing agency and omit the brand mark.

5PUIFSJHIUBSFFYBNQMFTPGMPDLVQTBWBJMBCMFGPSUIFMFHBDZ logo and its endorsing agency. Please see the online registry GPSBMMBQQSPWFEMPDLVQPQUJPOT A Program of Empire State Development A Program of A Program of the 5IFSFJTBNJOJNVNTJ[FSFRVJSFNFOUGPSFBDIMPDLVQ TFF Empire State Development NYS Department of Agriculture & Markets POMJOFSFHJTUSZ *GUIFTQBDFEPFTOPUBMMPXGPSFWFOUIBUTJ[F MPHP UIFFOEPSTJOHBHFODZTIPVMECFMFGUPʹFOUJSFMZ

.5" 03%" 46/: 5IF1PSU"VUIPSJUZPG/:/+BOE/: -PUUFSZMFHBDZMPHPTBSFFYFNQUGSPNUIFTFSVMFT LOGO EXCEPTIONS EXEMPTED FROM AGENCY ENDORSEMENT LOCK UP

LOGO EXCEPTIONS EXEMPTED FROM THE NY STATE GUIDELINES /&8:03,45"5"/%(6*%&-*/&4 49 2.20 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE LEGACY LOGOS IN RESTRICTED SPACE: SCHEMATIC OF ENDORSING AGENCY LOCK-UPS

LEGACY LOGO ENDORSEMENT WHEN SPACE IS RESTRICTED Viewing the lock-up: When space is restricted and doesn't allow for the legacy logo to be featured in combination with UIFCSBOENBSLBHFODZMPDLVQ UIFMFHBDZMPHPJTJOTUFBE locked up with the endorsing agency and the brand mark is omitted. On the right is what the ﬁnished endorsement system XPVMEMPPLMJLF4J[FBOEQMBDFNFOUPOUIFQBHFJOBDUVBM 1. LEGACY LOGO Legacy DPNNVOJDBUJPOTDBOWBSZCBTFEPOEJʹFSFOUMBZPVUT4BNQMF FYFDVUJPOTDBOCFTFFOPOUIFGPMMPXJOHQBHFT7JFXUIF Logo sample to the right only for how the endorsement system is 2. ENDORSING AGENCY rendered.* Endorsing Agency

Endorsed legacy logos lock-ups:4QFDJmDMPDLVQTIBWFCFFO DSFBUFEGPSFBDIMFHBDZMPHPQMFBTFNBLFTVSFZPVPOMZVTF BOPʺDJBMBOEBQQSPWFEMPDLVQ See the online registry for all BQQSPWFEMPDLVQPQUJPOT

4FFTFDUJPO QBHFT GPSEFTJHOMBZPVUHVJEFMJOFT NEW YORK STATE BRAND GUIDELINES 50 2.21 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE LEGACY LOGO IN RESTRICTED SPACE EXAMPLES OF ENDORSING AGENCY LOCK-UPS

SAMPLE OF VERTICAL LOCK UP Viewing the endorsement system 5IJTJTXIBUUIFmOJTIFEFOEPSTFNFOUTZTUFNNJHIUMPPLMJLF 4J[FBOEQMBDFNFOUPOUIFQBHFJOBDUVBMDPNNVOJDBUJPOTDBO WBSZCBTFEPOEJʹFSFOUMBZPVUT7JFXUIFTBNQMFTUPUIFSJHIU only for how the endorsement system is rendered.

"TTFFOBUSJHIU UIFQSPHSBNMFHBDZMPHPJTMPDLFEVQXJUIUIF FOEPSTJOHBHFODZ FOTVSJOHDMFBSMFHJCJMJUZ%JʹFSFOUMPDLVQT IBWFCFFODSFBUFEUPBDDPNNPEBUFEJʹFSFOUTDFOBSJPT6TF HPPEEFTJHOTFOTFXIFODIPPTJOHUIFBQQSPQSJBUFMPDLVQ available in the online repository.

*OTPNFJOTUBODFT UIFDPNNVOJDBUJPOQJFDFNBZCFDMFBSFS and more successful if the legacy logo stands alone, leaving PʹUIFFOEPSTJOHBHFODZFOUJSFMZ BTTFFOBUMPXFSSJHIU

SAMPLE OF HORIZONTAL LOCK UP

iloveny.com

Experience the best of New York State Book today at iloveny.com/bus NEW YORK STATE BRAND GUIDELINES 51 2.22 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE EXAMPLES OF WHEN A LEGACY LOGO IS NOT ENDORSED

5IFSFXJMMCFJOTUBODFTXIFOBMFHBDZMPHPXJMMOPUCF endorsed, such as on merchandise products, as seen to the right. /&8:03,45"5"/%(6*%&-*/&4 52 2.23 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE LEGACY LOGO ENDORSEMENT OF A SUB-PROGRAM OR INITIATIVE LOCK-UP

LEGACY LOGO ENDORSEMENT 5IFGPMMPXJOHQBHFTBEESFTTPDDBTJPOTXIFOBOBHFODZPS program with a legacy logo issues communications about QSPHSBNTPSTVCQSPHSBNTSFTQFDUJWFMZ

Legacy logo lock-ups with programs and sub-programs 5IFJMMVTUSBUJPOUPUIFSJHIUTIPXTIPXMFHBDZMPHPT MPDLVQXJUIUIFJSQSPHSBNTTVCQSPHSBNT Legacy Sub 75% OF THE LEGACY LOGO FOOTPRINT 5IFMPDLVQJTJOBIPSJ[POUBMGPSNBUXJUIUIFMFHBDZMPHPPO Program WITH WHICH IT IS LOCKING UP UIFMFGU UIFQSPHSBNTVCQSPHSBNPOUIFSJHIU BOETFQBSBUFE Logo CZUIFiBODIPSMJOFw

The anchor line "TTFFOIFSF UIFWFSUJDBMMJOFVTFEJOMPDLVQTUIBUBODIPST POFFOUJUZXJUIBOPUIFS5IFBODIPSMJOFJTPGUIF ANCHOR LINE THICKNESS UIJDLOFTTPGUIFDBQJUBMMFUUFSTJOUIFTVCQSPHSBN BOE the same height as the legacy logo. Sub Relative relationships 4JODFMFHBDZMPHPTDPNFJOEJʹFSFOUGPPUQSJOUT JFTVSGBDF Program Y = HALF THE WIDTH OF BSFBTJOEJTQMBZ UIFTVCQSPHSBNTTIPVMEBQQFBSJOBGPPU THE CAPITAL LETTER THICKNESS QSJOUUIBUJTBQQSPYJNBUFMZPGUIFMFHBDZMPHPXJUIXIJDI it is locking up. /&8:03,45"5"/%(6*%&-*/&4 53 2.24 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE SCHEMATIC OF A LEGACY LOGO ENDORSING A SUB-PROGRAM

LEGACY LOGO ENDORSEMENT Viewing the lock-ups Here are illustrations of how the endorsement application XPVMEMPPLGPSBMFHBDZMPHPXJUIBTVCQSPHSBN4J[FBOE placement on the page in actual communications can vary CBTFEPOEJʹFSFOUMBZPVUT4BNQMFFYFDVUJPOTDBOCFTFFOPO 1. LEGACY LOGO WITH SUB PROGRAM Legacy Sub the following page. View the sample to the right only for how Logo Program the endorsement system is rendered.*

Legacy logo featured with a sub program 2. BRAND MARK AND When communications are developed for a program with a AGENCY NAME LOCK UP Agency MFHBDZMPHP UIFMFHBDZMPHPTVCQSPHSBNMPDLVQXJMMCF Name GFBUVSFEPOJUTPXO BOEXJMMCFFOEPSTFECZBMPDLVQPGUIF NY State brand mark and the agency that owns the program.

Legacy logo/sub program lock-up in restricted space When restricted space hinders or discourages the use of the CSBOENBSLFOEPSTJOHBHFODZMPDLVQ UIFCSBOENBSLDBOCF omitted and the agency name can be displayed alone, most likely at the bottom of the communication, as seen to the right. LEGACY LOGO WHEN RESTRICTED SPACE

Legacy agency logos 1. LEGACY LOGO When an agency with a legacy logo develops and issues WITH SUB PROGRAM Legacy Sub DPNNVOJDBUJPOTGPSBTVCQSPHSBN UIFMFHBDZMPHPXJMMCF Logo Program MPDLFEVQXJUIUIBUTVCQSPHSBN BOEXJMMCFFOEPSTFECZ the NY State brand mark.

When restricted space hinders or discourages the use of the brand mark, the brand mark can be eliminated, but New York 4UBUF JF"/FX:PSL4UBUF*OJUJBUJWF PSUIFFOEPSTJOHBHFODZ 2. NEW YORK STATE OR should be mentioned at the bottom of the piece. AGENCY ENSORSEMENT A New York State Initiative or A Division of (Agency Name)

4FFTFDUJPO QBHFT GPSEFTJHOMBZPVUHVJEFMJOFT NEW YORK STATE BRAND GUIDELINES 54 2.25 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE EXAMPLE OF A LEGACY LOGO ENDORSING A SUB-PROGRAM

Viewing the endorsement system 5IJTJTXIBUUIFmOJTIFEFOEPSTFNFOUTZTUFNNJHIUMPPLMJLF JOBSFBMXPSMEFYBNQMFT4J[FBOEQMBDFNFOUPOUIFQBHFJO BDUVBMDPNNVOJDBUJPOTDBOWBSZCBTFEPOEJʹFSFOUMBZPVUT View the samples to the right only for how the endorsement system is rendered.*

Linking legacy logos with programs "TTFFOIFSF UIFMFHBDZQSPHSBNMPHPJTMPDLFEVQXJUIUIF TVCQSPHSBNJUPXOT*OUIFMBSHFSFYBNQMF JUJTTFQBSBUFE GSPNUIFFOEPSTJOHMPDLVQPGUIF/:4UBUFCSBOENBSLBOE the agency that owns the program.

When restricted space hinders or discourages the use of the CSBOENBSLFOEPSTJOHBHFODZMPDLVQ UIFBHFODZOBNFDBO be displayed alone, most likely at the bottom of the communi cation, as seen to the right. Discover New York State The architecture is clean, clear and consistent 5IFTFHVJEFMJOFTIFMQSFEVDFUIFDMVUUFSPGMPDLVQT ZFU A Division of Empire State Development FOTVSFUIBUUIFMFHBDZQSPHSBNJTPXOJOHUIFTVCQSPHSBN and is endorsed by both the agency owning it and the state.

4FFTFDUJPO QBHFT GPSEFTJHOMBZPVUHVJEFMJOFT Discover New York State

Arts & Culture Innovation & Commerce U.S. Presidents Canals & Transportation Native Americans War of 1802 Explore Civils Rights Natural History Women’s Rights Today Colonial History Revolutionary War Immigration Sport History

ilovenew.com/paththroughhistory /&8:03,45"5"/%(6*%&-*/&4 55 2.26 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE SCHEMATIC OF A MULTIPLE LEGACY LOGOS ENDORSEMENT

MULTIPLE LEGACY LOGOS ENDORSEMENT Viewing the endorsement system Here are illustrations of how the endorsement application XPVMEMPPLGPSUXPMFHBDZMPHPT4J[FBOEQMBDFNFOU on the page in actual communications can vary based POEJʹFSFOUMBZPVUT4BNQMFFYFDVUJPOTDBOCFTFFOPOUIF 1. LEGACY LOGOS Legacy Legacy following page. View the sample to the right only for how the Logo Logo endorsement system is rendered.*

Placement

While placement may vary, the standard rule is that the legacy 2. BRAND MARK MPHPTTIPVMEOPUBQQFBSOFYUUPUIF/:4UBUFCSBOENBSL 5IFZNBZBQQFBSUPHFUIFS BOEJOEJʹFSFOUTJ[FTGSPNFBDI other, as long as there is separation on the page to avoid confusion about which entity/entities own(s) the communication.

8IFOTQBDFJTFYUSFNFMZMJNJUFE UIFFOEPSTJOHFOUJUZXIFUIFS it be New York State or an agency does not need to appear on the communication. MULTIPLE LEGACY LOGO ENDORSEMENT WHEN RESTRICTED SPACE Display options 5IFCSBOENBSLBHFODZMPDLVQTIPVMEBQQFBSJOJUTDPEFE DPMPSPOBXIJUFCBDLHSPVOE5IJTJTUIFQSJNBSZUSFBUNFOU 1. LEGACY LOGOS Legacy Legacy BOETIPVMECFVTFEBTNVDIBTQPTTJCMF*OUIFFWFOUUIF Logo Logo CSBOENBSLBHFODZMPDLVQDBOOPUCFSFOEFSFEPOBXIJUF CBDLHSPVOE UIFSFBSFUXPTFDPOEBSZPQUJPOT 1) knocked out in white or in the coded color and only situated on a unobstructed background on the photo; 2) placed inside the progress holding shape in either the coded color or white, depending on what best achieves 2. NYS OR AGENCY MFHJCJMJUZBOEDPOUSBTU BTTFFOPOOFYUQBHF ENDORSEMENT New York State/Agency Endorsement

4FFTFDUJPO QBHFT GPSEFTJHOMBZPVUHVJEFMJOFT NEW YORK STATE BRAND GUIDELINES 56 2.27 NY STATE AGENCIES AND AUTHORITIES GROUPINGS AND ARCHITECTURE EXAMPLE OF MULTIPLE LEGACY LOGOS ENDORSEMENT

Viewing the endorsement system 5IJTJTXIBUUIFmOJTIFEFOEPSTFNFOUTZTUFNXPVMEMPPLMJLF New York has JOSFBMXPSMEFYBNQMFT4J[FBOEQMBDFNFOUPOUIFQBHFJO BDUVBMDPNNVOJDBUJPOTDBOWBSZCBTFEPOEJʹFSFOUMBZPVUT more than 1,000 miles View the sample to the right only for how the endorsement of scenic trails? system is rendered.*

Co-promoting legacy logos "TTFFOJOUIFMBSHFSFYBNQMF UIFUXPMFHBDZMPHPTPXOJOH UIFDPNNVOJDBUJPOBSFUPHFUIFSJOUIFTBNFTJ[F BOETFU apart from the NY State brand mark. New York has Restricted space example more than 1,000 miles /PUJDFUIBUUIFCSBOENBSLPOUIFSFTUSJDUFETQBDFFYBNQMF of scenic trails? has been omitted. GET The architecture is clean, clear and consistent

5IFTFHVJEFMJOFTIFMQSFEVDFUIFDMVUUFSPGNVMUJQMFMPHPT ZFU OUTTA Heart Lake and Algonquin Mountain, NY. Heart Lake and Algonquin Mountain, NY. Plan your next New York State vacation at ensure that the legacy brands are owning the communication, Plan your next New York State vacation at iloveny.com and mta.info with a strong endorsement from the state. TOWN. iloveny.com and mta.info An New York State Initiative

4FFTFDUJPO QBHFT GPSEFTJHOMBZPVUHVJEFMJOFT GET OUTTA TOWN.

Heart Lake and Algonquin Mountain, NY. Plan your next New York State vacation at iloveny.com and mta.info

/&8:03,45"5"/%(6*%&-*/&4 57 2.28 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE THIRD PARTY LOGO ENDORSEMENT

THIRD PARTY LOGO EXCEPTION Third Party logos When a third party logo must appear in a NY State communi cation, it should never be locked up with the NY State entity MPDLVQPSBOZMFHBDZMPHP

Placement and size 5IFSFBSFOPmYFESVMFTHPWFSOJOHUIFSFMBUJWFQMBDFNFOU BOETJ[FPGUIFWBSJPVTNBSLTFYDFQUUIPTFUIBUBQQMZUP Entity Third Party clear space and placement of the brand marks over cluttered backgrounds. Name Logo

/&8:03,45"5"/%(6*%&-*/&4 58 2.29 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE EXAMPLE OF THIRD PARTY LOGO ENDORSEMENT

CO-BRANDING WITH THIRD PARTY LOGOS 5IFFOEPSTFNFOUFYBNQMFIFSFTIPXTUIBUUIF/FX/: Works initiative, locked up with the NY State brand mark, is BOFRVBMQBSUOFSXJUIUIFGFBUVSFEUIJSEQBSUJFTJOUIFDPNNV OJDBUJPO5IFJOUFHSJUZPGBMMNBSLTBSFNBJOUBJOFE4J[FBOE placement on the page in actual communications can vary CBTFEPOEJʹFSFOUMBZPVUT NEW YORK STATE BRAND GUIDELINES 59 2.30 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE STATIONERY

LETTERHEAD AND BUSINESS CARDS Letterhead "TTFFOUPUIFSJHIU UIFOBNFBOEDPOUBDUJOGPSNBUJPOGPSUIF employee are on the top left of the page, and on the bottom of

UIFQBHFJOUIFDFOUFSJTUIFMPDLVQPGUIF/:4UBUFCSBOENBSL NAME (Proxima Bold 12pt) and the agency for which the employee works. CONTACT INFO Fonction (Proxima Regular 8pt) Agency Name (Proxima Bold 8pt) Adress (Proxima Regular 8pt) Contacts Business cards Website "TTFFOUPUIFSJHIU UIFOBNFBOEDPOUBDUJOGPSNBUJPOGPSUIF employee are on the bottom left of the card, and the NY State CSBOENBSLBHFODZMPDLVQBQQFBSTPOUIFUPQSJHIU

Follow the formulas on page 32 for how to build the state CSBOENBSLBHFODZMPDLVQFPO

Agency Name

NAME (Proxima Bold 12pt) Fonction (Proxima Regular 8pt)

Adress (Proxima Regular 8pt) Contacts Website

BRAND MARK AND AGENCY NAME LOCK UP Agency Name /&8:03,45"5"/%(6*%&-*/&4 60 2.31 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE STATIONERY WITH LEGACY LOGOS

LETTERHEAD AND BUSINESS CARDS FOR LEGACY LOGOS Letterhead "TTFFOUPUIFSJHIU UIFOBNFBOEDPOUBDUJOGPSNBUJPOGPSUIF FNQMPZFFBSFPOUIFUPQMFGUPGUIFQBHF5IFMFHBDZMPHPJT positioned on the upper right and the NY State brand mark NAME (Proxima Bold 12pt) Legacy is centered on its own at the bottom of the page. CONTACT INFO Fonction (Proxima Regular 8pt) Agency Name (Proxima Bold 8pt) Logo Adress (Proxima Regular 8pt) Contacts Business cards Website "TTFFOUPUIFSJHIU UIFOBNFBOEDPOUBDUJOGPSNBUJPOGPS the employee are on the bottom left of the card, and the /:4UBUFCSBOENBSLBQQFBSTPOUIFUPQSJHIU5IFMFHBDZ logo is featured prominently upper left. Follow the formulasFPO on page 32 for how to build the state CSBOENBSLBHFODZMPDLVQ

Legacy Logo

NAME (Proxima Bold 12pt) Fonction (Proxima Regular 8pt)

Adress (Proxima Regular 8pt) Contacts Website

BRAND MARK /&8:03,45"5"/%(6*%&-*/&4 61 2.32 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE STATIONERY FOR LEGACY LOGOS WHEN ENDORSED BY AN AGENCY

LETTERHEAD AND BUSINESS CARDS FOR LEGACY LOGOS ENDORSED BY AN AGENCY Letterhead "TTFFOUPUIFSJHIU UIFOBNFBOEDPOUBDUJOGPSNBUJPOGPSUIF FNQMPZFFBSFPOUIFUPQMFGUPGUIFQBHF5IFMFHBDZMPHPJT QPTJUJPOFEPOUIFVQQFSSJHIU5IF/:4UBUFCSBOENBSLJT NAME (Proxima Bold 12pt) Legacy locked up with the endorsing agency and centered at the CONTACT INFO Fonction (Proxima Regular 8pt) Agency Name (Proxima Bold 8pt) Logo Adress (Proxima Regular 8pt) bottom of the page. Contacts Website

Business cards "TTFFOUPUIFSJHIU UIFOBNFBOEDPOUBDUJOGPSNBUJPOGPS the employee are on the bottom left of the card, and the NY State brand mark appears on the top right locked up with the FOEPSTJOHBHFODZ5IFMFHBDZMPHPJTGFBUVSFEQSPNJOFOUMZ upper left. FPO Follow the formulas on page 32 for how to build the state CSBOENBSLBHFODZMPDLVQ

Agency Legacy Name Logo

NAME (Proxima Bold 12pt) Fonction (Proxima Regular 8pt)

Adress (Proxima Regular 8pt) Contacts Website

BRAND MARK LOCK UP Agency Name NEW YORK STATE BRAND GUIDELINES 62 2.33 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE EXAMPLE OF STATIONERY

Viewing the endorsement system 5IJTJTXIBUUIFmOJTIFEFOEPSTFNFOUTZTUFNXPVMEMPPLMJLF RICHARD E. NEWMAN JOBSFBMXPSMEFYBNQMFPOTUBUJPOFSZBOECVTJOFTTDBSET ExecutiveExecutive ViceVice President,President, StateState MarketingMarketing StrategyStrategy 6OMJLFPUIFSFYBNQMFTTFFOJOUIFTFHVJEFMJOFT UIFTJ[FBOE EmpireEmpire StateState DevelopmentDevelopment CorporationCorporation 633633 ThirdThird Avenue,Avenue, NewNew York,York, NYNY 1001710017 QMBDFNFOUPOUIFQBHFJOBDUVBMDPNNVOJDBUJPOTBSFmYFEBOE (212)(212) 803-3610803-3610 ll (646)(646) 670-7697670-7697 ll [email protected]@esd.ny.gov www.esd.ny.govwww.esd.ny.gov do not vary.

FPO

RICHARD E. NEWMAN ExecutiveExecutive ViceVice President,President, StateState MarketingMarketing StrategyStrategy

633633 ThirdThird Avenue,Avenue, NewNew York,York, NYNY 1001710017 (212)(212) 803-3610803-3610 ll (646)(646) 670-7697670-7697 ll [email protected]@esd.ny.gov www.esd.ny.govwww.esd.ny.gov NEW YORK STATE BRAND GUIDELINES 63 2.34 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE EXAMPLE OF BUSINESS CARDS

FULL-COLOR BUSINESS CARD EXAMPLE Color options 4IPXOUPUIFSJHIUBSFUXPEJʹFSFOUDPMPSPQUJPOT 8IFOGVMMDPMPSQSPDFTTJTBWBJMBCMFGPSQSJOUJOHVTFUIF BTTPDJBUFEHSPVQJOHDPMPS SFGFSUPQBHFTGPSGPSNVMBT 8IFOPOMZPOFDPMPSQSPDFTTJTBWBJMBCMFGPSQSJOUJOHVTFUIF dark blue from the NY State core color palette (refer to pages GPSGPSNVMBT

J. DAVID SAMPSON RICHARD E. NEWMAN Executive Deputy Commissioner Executive Vice President, State Marketing Strategy

ONE-COLOR BUSINESS CARD EXAMPLE

J. DAVID SAMPSON RICHARD E. NEWMAN Executive Deputy Commissioner Executive Vice President, State Marketing Strategy

6 Empire State Plaza, Albany, NY 12228 633 Third Avenue, New York, NY 10017 (518) 474-0846 l (518) 474-0712 l [email protected] (212) 803-3610 l (646) 670-7697 l [email protected] www.dmv.ny.gov www.esd.ny.gov NEW YORK STATE BRAND GUIDELINES 64 2.35 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE EMAIL SIGNATURE

Placement &NBJMTJHOBUVSFTBSFUPCFQMBDFEnVTIMFGUGPMMPXJOHUIF contents of the email.

Typography and color Since the recipient of the email will most likely not have 1SPYJNB/PWB UIFFNBJMJOGPSNBUJPOXJMMCFSFOEFSFEJO"SJBM 4FFTJ[FBOEXFJHIUHVJEFMJOFTUPUIFSJHIU6TFUIFDPEFE DPMPSGPSUIFHSPVQJOHVOEFSXIJDIUIFBHFODZJTPSHBOJ[FEGPS the name of the agency in the signature. FPO NEW YORK STATE BRAND GUIDELINES 65 2.36 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE EXAMPLE OF AN EMAIL SIGNATURE

Viewing the email signature 5IJTJTXIBUUIFmOJTIFEFNBJMTJHOBUVSFXPVMEMPPLMJLFJO BSFBMXPSMEFYBNQMF6OMJLFPUIFSFYBNQMFTTFFOJOUIFTF HVJEFMJOFT UIFTJ[F GPOU DPMPSTFMFDUJPOBOEQMBDFNFOUPOUIF QBHFJOBDUVBMDPNNVOJDBUJPOTBSFmYFEBOEEPOPUWBSZ

FPO NEW YORK STATE BRAND GUIDELINES 66 2.37 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE WEB

NY State Web Site (ny.gov) NOTE: 5IF/:4UBUFXFCTJUF OZHPW BTXFMMPUIFSBHFODZQSPHSBN USE OF THE NY STATE IDENTIFIER (NOT THE BRAND MARK) IN ONLINE website pages have developed their look and feel based on CONTEXTS WHERE SPACE IS LIMITED. the identity standards represented in these guidelines. Please DPOTVMUGVSUIFSXFCTQFDJmDHVJEFMJOFTGPSJNQMFNFOUBUJPO online, such as navigation, appearance of menu bars, etc.

1MFBTFTFFQBHFGPSMJOLUPGVMMXFCHVJEFMJOFT FPO NEW YORK STATE BRAND GUIDELINES 67 2.38 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE EXAMPLE OF THE NY STATE IDENTIFIER AND BRAND MARK AGENCY LOCK-UP

Agency websites 1MFBTFTFFQBHFGPSMJOLUPGVMMXFCHVJEFMJOFT 5IFUIJOOBWJHBUJPOCBSBUUIFUPQPGUIFQBHFGFBUVSFTUIF/: State identiﬁer because the space is reduced to the degree UIBUJUXPVMEDPNQSPNJTFUIFNJOJNVNTJ[FPGUIF/:4UBUF brand mark.

NY State/Agency lock-ups "TTFFOJOUIFUXPFYBNQMFTIFSF UIF/:4UBUFCSBOENBSLJT locked up with the agency in a manner consistent with usage FMTFXIFSFJOUIFTFHVJEFMJOFTJO%4BSJ#PME BOEJOUIFDPEFE DPMPSPGUIFHSPVQJOHVOEFSXIJDIUIFBHFODZJTPSHBOJ[FEFPO NEW YORK STATE BRAND GUIDELINES 68 2.39 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE BRANDING IN SOCIAL MEDIA

4PDJBMNFEJBQBHFTPGUFOIBWFBmYFETQBDFBOEMBZPVU Please use the following guidelines for display ONLY for such instances where online layouts are not in your control.

The “Avatar” box 'PSUIFTRVBSFIPMEJOHTIBQFT "WBUBSCPYFT VTFEJOTPDJBM NFEJB 5XJUUFSTIPXOUPUIFSJHIU QMFBTFQMBDFUIF/:4UBUF *EFOUJmFSJOTJEFUIFCPYBTTDBMFEIFSF5IFCPYTIPVMECFUIF BHFODZTHSPVQJOHDPMPS JOUIJTDBTF UFBMGPS#VTJOFTT BOE the NY State identiﬁer should be knocked out in white.

Agency/Entity name %POPUVTFBEEJUJPOBMUFYUPSBDSPOZNTXJUIJOUIFCPYBTJUFPO will crowd the identiﬁer and diminish legibility, particularly on mobile devices.

7JFXFST'PMMPXFSTXJMMTFFUIFTPVSDFPGUIF5XFFU1PTU JNNFEJBUFMZVOEFSPSUPUIFSJHIUPGUIF"WBUBS#PY JOUIJTDBTF &NQJSF4UBUF%FWFMPQNFOU

Legacy logo exception -FHBDZMPHPTNBZVTFUIFJSMPHPTJOUIFBWBUBSCPY5IFOBNF of the program, agency or initiative must be listed below the CPY*OUIFDBTFPGQSPHSBNMFHBDZMPHPT UIFFOEPSTJOHBHFODZ must also be listed. NEW YORK STATE BRAND GUIDELINES 69 2.40 NY STATE AGENCIES AND AUTHORITIES: GROUPINGS AND ARCHITECTURE BRANDING IN VIDEO COMMUNICATIONS

IDENTIFIER ON VIDEO *OWJEFPDPNNVOJDBUJPOT UIFSVMFTPVUMJOFEUISPVHIPVUUIF guidelines should be adhered to as best as possible.

"OJNBUJPOTTIPVMECFLFQUUPBNJOJNVNUPNBJOUBJOUIF strength and authority of the brand (ie. no spinning brand mark or introduction of rainbow colors outside of the prescribed palette.)

5IFQSFGFSSFECVHMPDBUJPOJTJOUIFMPXFSSJHIUDPSOFSBT shown here, respecting minimum clear space, etc. FPO NEW YORK STATE BRAND GUIDELINES 70 3. The Great Seal of the State of New York, the Coat of Arms and Governor’s Endorsement /&8:03,45"5"/%(6*%&-*/&4 71 3.1 NEW YORK STATE SEALS THE GREAT SEAL OF THE STATE OF NEW YORK, AND THE COAT OF ARMS

THE GREAT SEAL OF THE STATE OF NEW YORK 0WFSUIFZFBST UIF(SFBU4FBMPGUIF4UBUFPG/FX:PSLBOE UIF$PBUPG"SNTIBWFCFFOVTFEJNQSPQFSMZUISPVHIPVU UIFTUBUF5IFDPOTFRVFODFIBTCFFOUIBUOFJUIFSTZNCPM maintains any consistent recognition or authority with state audiences.

How to comply with the rules governing The Great Seal 5IF(SFBU4FBMPGUIF4UBUFPG/FX:PSLDBOPOMZCFVTFE CZUIF(PWFSOPST0ʺDFPSXJUIBQQSPWBMGSPNUIF4FDSFUBSZ PG4UBUF TFFGPMMPXJOHJOTUSVDUJPOT 5IF4FDSFUBSZPG4UBUFJT UIFDVTUPEJBOPGUIF(SFBU4FBMPGUIF4UBUFPG/FX:PSL5IF TFBMJTVTFEUPBVUIFOUJDBUFPʺDJBMSFDPSETPGUIF4UBUF5IF 4FDSFUBSZPG4UBUFNBZBVUIPSJ[FUIFVTFPGUIFTFBMGPSDFSUBJO educational or commemorative purposes pursuant to State -BXTFDUJPO3FRVFTUTUPSFQSPEVDFUIF(SFBU4FBMPGUIF State of New York for educational or commemorative purpo TFT TIPVMEDMFBSMZEFTDSJCFUIFQSPQPTFEVTF3FRVFTUTUP reproduce the seal in educational publications should specify the title and a description of the publication in which the seal THE STATE OF NEW YORK COAT OF ARMS will be used, its publication date, and the number of copies UPCFQVCMJTIFE3FRVFTUTNVTUCFTVCNJUUFEJOXSJUJOHUPUIF /FX:PSL4UBUF%FQBSUNFOUPG4UBUF 0ʺDFPG$PVOTFM 0OF $PNNFSDF1MB[B 8BTIJOHUPO"WFOVF "MCBOZ /:

The Coat of Arms 5IF$PBUPG"SNTUPUIFSJHIUJTBQQSPWFEGPSVTFPOMZJOMFHBM EPDVNFOUT TVDIBTMJDFOTFT EFFET UJUMFTBOEDFSUJmDBUFT"MM other communications must use the brand mark or identiﬁer.

Full and one color treatments 5IFGVMMDPMPS$PBUPG"SNTJMMVTUSBUFEUPUIFSJHIUJTUIFPOMZ BQQSPWFEDPMPSWFSTJPO*ODBTFTXIFSFPOMZPOFPSUXPDPMPST BSFBWBJMBCMFGPSQSPEVDUJPO SFOEFSUIF$PBUPG"SNTJOUIF coded color of the grouping under which the issuing agent is grouped. /&8:03,45"5"/%(6*%&-*/&4 72 3.2 NEW YORK STATE SEALS THE NEW YORK COAT OF ARMS AND AGENCY LOCK-UPS

TYPE SIZE AND ANCHOR LINE WIDTH ANCHOR LINE THICKNESS LOCK UP CLEAR SPACE Whenever the Coat of Arms is used on an ofcial communication piece, it is imperative that the words New York State are prominently positioned. Proper credit must be accrued to the state, as neither the brand mark nor the identiﬁer is present. Coat of Arms/Agency lock-ups Agency 5IFUZQFTJ[F MPXFSDBTF PGUIFBHFODZOBNFJTUIUIF IFJHIUPGUIF$PBUPG"SNT5IFUZQFTJ[FFRVBMTUIFAA9wWBMVF illustrated to the right. Name 5IFBHFODZOBNFJTSFOEFSFEJO%4BSJ#PME Agency Agency Anchor line Name Name "TTFFOIFSF UIFIPSJ[POUBMPSWFSUJDBMMJOFVTFEJOMPDLVQT UIBUBODIPSTPOFFOUJUZXJUIBOPUIFS FH$PBUPG"SNTXJUI BOBHFODZ 5IFBODIPSMJOFUIJDLOFTTFRVBMT:IBMGUIF A = HEIGHT OF THE CAPITAL LETTER UIJDLOFTTPGUIFJOJUJBMDBQJUBMMFUUFSPGUIFBHFODZOBNF5IF OF THE AGENCY NAME XJEUI WFSUJDBMMPDLVQ PSIFJHIU IPSJ[POUBMMPDLVQ PGUIF BODIPSMJOFTIPVMECFUIFSFTQFDUJWFXJEUIIFJHIUPGUIF$PBU VERTICAL LOCK UP HORIZONTAL LOCK UP PG"SNT

Relative Relationship between the Coat of Arms and Agency Name Agency 5IFEJTUBODFCFUXFFOUIF$PBUPG"SNTBOEUIFBODIPSMJOF BTXFMMBTUIFBHFODZOBNFBOEUIFBODIPSMJOF FRVBMT9UIF Name height of the lower case letters in the agency name.

Color 5IFBHFODZOBNFJTSFOEFSFEJOJUTDPEFEDPMPS

Clear space $MFBSTQBDFBSPVOEUIF$PBUPG"SNTBHFODZMPDLVQFRVBMT9 Agency

Two lock-up options Name 5IFSFBSFUXPMPDLVQPQUJPOT POFWFSUJDBMBOEPOFIPSJ[POUBM UPBDDPNNPEBUFEJʹFSFOUMBZPVUPQUJPOT /&8:03,45"5"/%(6*%&-*/&4 73 3.3 NEW YORK STATE SEALS THE NEW YORK COAT OF ARMS AND MULTIPLE AGENCY LOCK-UPS

HORIZONTAL LOCK UP 1 VERTICAL LOCK UP Coat of Arms/multiple agency lock-ups 5IFSFBSFPDDBTJPOTXIFONVMUJQMFBHFODJFTOFFEUPCF FOEPSTFECZUIF$PBUPG"SNT5IFTJ[FPGUIFBHFODZOBNFJT Agency Agency UIUIFIFJHIUPGUIF$PBUPG"SNT UIFi9wWBMVF5IFIFJHIU PGUIFMPXFSDBTFMFUUFSTJOUIFBHFODZOBNFBMTPFRVBMT9 Name 1 Name 2

Anchor Line "TTFFOIFSF UIFIPSJ[POUBMPSWFSUJDBMMJOFVTFEJOMPDLVQT UIBUBODIPSTPOFFOUJUZXJUIBOPUIFS FH$PBUPG"SNTXJUI NVMUJQMFBHFODJFT 5IFBODIPSMJOFUIJDLOFTTFRVBMT:IBMG Agency the thickness of the initial capital letter of the agency name. HORIZONTAL LOCK UP 2 5IFXJEUI WFSUJDBMMPDLVQ PSIFJHIU IPSJ[POUBMMPDLVQ PGUIF Name 1 BODIPSMJOFTIPVMECFUIFSFTQFDUJWFXJEUIIFJHIUPGUIF$PBU PG"SNT Agency Agency Name 1 Relative Relationship between the Coat of Arms and Name 2 agency name 5IFEJTUBODFCFUXFFOUIF$PBUPG"SNTBOEUIFBODIPSMJOF Agency BTXFMMBTUIFBHFODZOBNFTBOEUIFBODIPSMJOF FRVBMT Name 2 9UIFIFJHIUPGUIFMPXFSDBTFMFUUFSTJOUIFBHFODZOBNF 5IFEJTUBODFCFUXFFOBHFODZOBNFTJT9

Color 5IFBHFODZOBNFTBSFSFOEFSFEVTJOHUIFDPSFDPMPST TYPE SIZE AND ANCHOR WIDTH of the NY State color palette.

Clear Space $MFBSTQBDFBSPVOEUIF$PBUPG"SNTNVMUJQMFBHFODZ MPDLVQFRVBMT9

Two lock-up options: 5IFSFBSFUXPMPDLVQPQUJPOT POFWFSUJDBMBOEPOF IPSJ[POUBM UPBDDPNNPEBUFEJʹFSFOUMBZPVUPQUJPOT Agency Name /&8:03,45"5"/%(6*%&-*/&4 74 3.4 NEW YORK STATE SEALS EXAMPLE OF THE NEW YORK COAT OF ARMS AND AGENCY LOCK-UP

5IFNPDLVQPGBWFIJDMFUJUMFUPUIFSJHIUJMMVTUSBUFTIPXUIF $PBUPG"SNTBHFODZMPDLVQXPVMEMPPLJOBSFBMXPSMEFYB mple of its appropriate use (ie deed, license, title or other legal document).

View the sample to the right only for how the endorsement system is rendered.* 5IFBHFODZJTSFOEFSFEJO%4BSJ#PME

NEW YORK STATE BRAND GUIDELINES 75 3.5 NEW YORK STATE SEALS GOVERNOR’S ENDORSEMENT

GOVERNOR’S FULL COLOR ENDORSEMENT LOCK UP GOVERNOR’S ONE COLOR ENDORSEMENT LOCK UP 0OPDDBTJPO UIF(PWFSOPSXJMMEFWFMPQBOEEFQMPZCSPBE JOJUJBUJWFTUPCFOFmUUIFTUBUFTQSJNBSZBOEMPOHUFSNJOUFSFTUT 5IFTFXJMMHFOFSBMMZJOWPMWFNVMUJQMFTVQQPSUJOHBHFODJFTBOE programs.

There are two authorized endorsement lockups 5IFmSTUMPDLVQXJUIUIF(PWFSOPSTTFBMJTVTFEXIFO SFQSFTFOUJOHCPUIUIF4UBUFBOE(PWFSOPS BTJOBQPEJVN graphic or press release telegraphing that this is a (PWFSOPST*OJUJBUJWFGPS/:4

5IFTFDPOEMPDLVQJTVTFEUPDSJTQMZJEFOUJGZUIFTQFDJmD JOJUJBUJWFBOEUPSFJOGPSDFUIFTQFDJBMOBUVSFPGUIFNVMUJBHFODZ program initiatives.

1. Representing the State and Governor:"TJMMVTUSBUFEUP the right (top), the NY State brand mark is locked up with the (PWFSOPSTTFBMVTJOHUIFTBNFSVMFTBTBOZPUIFSFOUJUZ MPDLFEVQXJUIUIF/:4UBUFCSBOENBSL5IJTMPDLVQNBZ GOVERNOR’S SEAL AND INITIATIVE/PROGRAM FULL COLOR LOCK UP GOVERNOR’S SEAL AND MULTIPLE INITIATIVE/PROGRAM COLOR LOCK UP CFEJTQMBZFEJOFJUIFSGVMMPSPOFDPMPSBMUFSOBUJWFT

2. Representing the initiative: 8IFOUIF(PWFSOPSMBVODIFT JOJUJBUJWFT UIFJOJUJBUJWFXJMMCFMPDLFEVQXJUIUIF(PWFSOPST Governor’s Energy Governor’s Energy TFBMBTEJTQMBZFEUPUIFSJHIU CPUUPN 5IJTFOEPSTFNFOU Initiative Initiative system can accommodate either the overall initiative (bottom Supporting left), or the initiative with accompanying supporting agencies. Entity 1 3FGFSUPQBHFGPSSFMBUJWFSFMBUJPOTIJQ Supporting Entity 2 NEW YORK STATE BRAND GUIDELINES 76 3.6 NEW YORK STATE SEALS GOVERNOR’S ENDORSEMENT EXAMPLES

AS SEEN HERE, NOTE THE USE OF BOTH THE STATE ENDORSEMENT LOCKUP AND THE GOVERNOR’S ENDORSEMENT LOCK-UP. SIZE AND PLACEMENT OF THE LOCK-UPS CAN VARY DEPENDING UPON THE SIZE OF THE DISPLAY AREA AND THE DEMANDS OF THE COMMUNICATION.

A LETTER FROM GOVERNOR ANDREW CUOMO:

Western New York is on the move - a place where pipe dreams are becoming steel beams, and economic An Economic activity is growing at a pace not seen in decades.

Western New York has always been a vital part of the success of New York State, and even the nation. As the western end point for the Erie Canal, Buf alo was a focal point for industry and trade. It was where the world’s ﬁ rst Development steampowered grain elevator was built and the ﬁ rst American city with widespread electric lighting.

As the 20th century wore on, however, Buf alo and Western New York faced severe challenges, with drastic declines in economic activity Report and population numbers. Years of neglect or mismanagement by state and local government compounded the national economic trends working against the region. The ﬁ scal crisis reached a peak when extreme ﬁ scal management measures were put into place to save Buf alo from bankruptcy. The New York Sun newspaper asked the question in a headline, “Can Buf alo Ever Come Back?”

The new century, however, sees Western New York on the rise, with new opportunities and encouraging successes, spurred by signiﬁ cant investment by New York State. My administration not only remembers the glorious history of Western New York, we also see its current promise as an engine for New York State’s continued growth, and have promised one billion dollars to help the region reach new heights.

t8F TFF PQQPSUVOJUJFT UP HSPX CVTJOFTTFT SBOHJOH GSPN HSFFO FOFSHZ UP NFEJDBM SFTFBSDI BOE GSPN JOUFSOFU XFC TVQQPSU UP manufacturing. The recently announced state investment in the RiverBend clean energy research facility alone will create 850 jobs. t8FLOFXUIBUEFWFMPQNFOUPG#VʹBMPTXBUFSGSPOUXBTBHPPEJEFBXBJUJOHUPIBQQFO5PEBZ JUJTUIFIPUUFTUTQPUJOUPXO XJUI cranes in the air and hundreds of thousands ﬂ ocking to work and play. t8FXBOUUPNBYJNJ[FUIFBSFBTQPUFOUJBMBTBXPSMEDMBTTUPVSJTNEFTUJOBUJPO BOEIBWFXPSLFEUPQSPNQUUIFDSFBUJPOPS revitalization of important tourism assets like the Niagara Falls Culinary Institute, Niagara Falls State Park, the Buf alo Bills and Maid of the Mist. t8FLOPXUIBUJOGSBTUSVDUVSFXJMMCFLFZUPUIFBSFBTWJUBMJUZ TPXFIBWFXPSLFEUPSFNPWFUIF3PCFSU.PTFT1BSLXBZBOETIBLF the gridlock around the Peace Bridge, literally and ﬁ guratively. t8FBMTPLOFXXFOFFEFEUPmOEJOOPWBUJWFXBZTUPGVOEUIFTFJOJUJBUJWFT TPXFJNQMFNFOUFEBVOJRVFQMBOUPTFMMVOVUJMJ[FE electricity from hydropower programs, and struck a long awaited casino revenue sharing deal with Seneca Nation of Indians.

We’ve already seen strong signs that our approach is working. CNBC.com named Buf alo the 2nd best city to relocate to in America, and Forbes ranked it 75th among the best American cities for business and careers — ahead of places like Chicago, Philadelphia and San Diego — and 50th in the nation for job growth.

We are conﬁ dent that Western New York is not a place of by-gone glory days. It is a vibrant, exciting area where great things are happening. We are proud of our accomplishments in the region so far and stand resolute in seeing the region’s recovery through to its grand fruition.

With optimism, With optimism,

Andrew M. Cuomo, Governor NEW YORK STATE BRAND GUIDELINES 77 4. New York State Brand Graphic Elements

What brand graphic elements are (SBQIJDFMFNFOUTTVDIBTQSFTDSJCFEQIPUPHSBQIJDTUZMF QSPQSJFUBSZTIBQFTBOEQBUUFSOT BOEUIFBCJMJUZUPDPNCJOFUIFTF elements, enhance the ability of the primary elements (brand mark, identiﬁer, color palette, typography) to deliver a distinctible look and feel for communications on behalf of all NY State entities.

Graphic elements help creativity as well as consistency &WFOJGZPVXFSFUPPCTDVSFUIF/:4UBUFCSBOENBSLPSJEFOUJmFS ZPVTIPVMECFBCMFUPTFFBOEGFFMUIF/FX:PSL4UBUF FYQFSJFODFNBOJGFTUFEJOJUTDPNNVOJDBUJPOT"EEJUJPOBMMZ UIFTFFMFNFOUTXJMMBEEDPOTJTUFOUWJTVBMBQQFBMUPMBZPVUT

The guidelines for these elements are generally ﬁxed, but allow for some ﬂexibility 5IJTTFDUJPOPʹFSTSVMFTPOUIFFMFNFOUTBOEIPXUPDPNCJOFUIFN4PNFSVMFTBSFNBOEBUPSZ XIJMFPUIFSTPʹFS DIPJDFTBCPVULJOE TJ[FBOEQMBDFNFOUPGFMFNFOUT

How this section is organized 5IFHSBQIJDFMFNFOUTBSFEJTDVTTFEBOEUIFOGPMMPXFECZFYBNQMFTUIBUJMMVTUSBUFUIFQSPQFSVTFPGUIFFMFNFOUTJO SFBMXPSMEFYBNQMFT /&8:03,45"5"/%(6*%&-*/&4 78 4.1 NEW YORK STATE SECONDARY IDENTITY ELEMENTS THE DIVERSITY HOLDING SHAPE

THE DIVERSITY HOLDING SHAPE What the diversity holding shape is 5IFIPMEJOHTIBQFJTBHSBQIJDEFWJDFUIBUQFSNJUTHSFBU diversity in creating layouts, while simultaneously insuring a FIGURE 1 SAMPLES DPOTJTUFOUMPPLBOEGFFMBDSPTTEJʹFSFOUNBUFSJBMTEFWFMPQFE CZEJʹFSFOUTUBUFBHFODJFT PʺDFTBOEQSPHSBNT

*UDPOTJTUTPGBMBSHFRVBESJMBUFSBMTIBQF XJUIBUIJOOFS RVBESJMBUFSBMBDDFOUCBS5IFEJWFSTJUZIPMEJOHTIBQFDBOCF positioned anywhere on the layout as long as it anchors to one or two edges of the layout, either top, bottom, left or right.

How it is used "TJMMVTUSBUFEUPUIFSJHIU JUDBOXPSLJOIPSJ[POUBMPSWFSUJDBM formats, and scale up, down or across depending on the WBSJFUZPGNBUFSJBMCFJOHQSPEVDFE6TFJUUPIJHIMJHIUBOE

PSHBOJ[FWJTVBMPSWFSCBMJOGPSNBUJPO TVDIBTQIPUPHSBQIT FIGURE 2 or headlines respectively.

Color and image selection $PMPSTDBOCFTFMFDUFEGSPNUIFDPSFDPMPSQBMFUUF UIF appropriate coded color of one of the eight groupings, or TJNQMZmMMFEJOXJUIJNBHFT5IFBDDFOUTUSJQTIPVMEBQQFBS in a contrasting color, also selected from approved palettes (shown to the right in light blue with gold accent).

4FFQBHFTGPSFYBNQMFTPGUIFHSBQIJDFMFNFOUTJO real world communications. /&8:03,45"5"/%(6*%&-*/&4 79 4.2 NEW YORK STATE SECONDARY IDENTITY ELEMENTS THE PROGRESS HOLDING SHAPE

THE PROGRESS HOLDING SHAPE What the progress holding shape is 5IJTIPMEJOHTIBQFJTBHSBQIJDEFWJDFUIBUQFSNJUTHSFBU visual enhancement in creating layouts, while simultaneously SAMPLES JOTVSJOHBDPOTJTUFOUMPPLBOEGFFMBDSPTTEJʹFSFOUNBUFSJBMT EFWFMPQFECZEJʹFSFOUTUBUFBHFODJFT PʺDFTBOEQSPHSBNT

5IFQSPHSFTTIPMEJOHTIBQFHFUTJUTJOTQJSBUJPOGSPNUIF BODIPSMJOFEFWJDFVTFEJOMPDLVQT6TFJUUPIJHIMJHIUBOE PSHBOJ[FWFSCBMJOGPSNBUJPO TVDIBTUFYUPSIFBEMJOFT*UDBO BMTPCFVTFEUPIPMEJNBHFT5IFQSPHSFTTIPMEJOHTIBQFDBO be positioned anywhere on the layout as long as it anchors to either the left or right edge of the layout.

How it is used *UJTVTFEUPIFMQTIPXNPWFNFOUBOEPSQSPHSFTTJOMBZPVUT "TJMMVTUSBUFEUPUIFSJHIU JUDBOCFVTFEPOMZJOBIPSJ[POUBM format, and scaled larger and smaller without altering the radius of the one rounded edge.

Color and image selection $PMPSTDBOCFTFMFDUFEGSPNUIFDPSFDPMPSQBMFUUF UIF appropriate coded color of one of the eight groupings, or simply ﬁlled in with images.

4FFQBHFTGPSFYBNQMFTPGUIFHSBQIJDFMFNFOUT in real world communications. THE PROGRESS HOLDING SHAPE IS BASED OFF THE ANCHOR LINE DEVICE /&8:03,45"5"/%(6*%&-*/&4 80 4.3 NEW YORK STATE SECONDARY IDENTITY ELEMENTS PHOTOGRAPHY STYLE

Use the NY State Brand Character as your guide to selecting photography

Authentic:JNBHFTTIPVMECFDBOEJETIPUT"WPJETUBHFE poses whenever possible. Inspiring: when lighting subjects or capturing landscapes, try and choose a light source that creates an uplifting and optimistic point of view. Dynamic: try and infuse action in shots, showing progress in motion. Compassionate: preserve the dignity of the subject matter.

Photographic tints 5IFVTFPGQIPUPHSBQIJDUJOUT PSEVPUPOFQIPUPHSBQIZ is not encouraged but is permitted as long as the colors of the tint used are from the gold or light blue in the core color QBMFUUFPG/:4UBUF TFFQBHFT 6TFHPPEKVEHNFOUUP ensure proper contrast so that the images are not muddied or obscured by the tints.

Match images to reinforce content efectively 0GUFOJUDBOCFEJʺDVMUUPmOEUIFSJHIUJNBHFGSPNBQSFTFMFD ted image bank. Strive to select images that match the content BTFYBDUMZBTQPTTJCMF&YBNQMFJGUIFDPOUFOUJTBCPVUBTVN mer event, try and ﬁnd images that coincide with that season (e.g. no one should be wearing a winter coat). /&8:03,45"5"/%(6*%&-*/&4 81 4.4 NEW YORK STATE SECONDARY IDENTITY ELEMENTS PHOTOGRAPHY USAGE

SINGLE IMAGE USAGE MULTIPLE IMAGES USAGE Holding shapes and the use of imagery *UJTJNQPSUBOUUIBUQIPUPHSBQIZCFSFQSFTFOUFEJODPOTJTUFOU ways so that communications from all entities of NY State have a branded look and feel. Please consult the guideline illustra tions to the right.

Single image When using a single image on a page (surface), it should appear either as a full bleed (the image has no deﬁned edges BOEBQQFBSTUPFYUFOECFZPOEUIFCPSEFSTPGUIFQBHF or contained in either the diversity or progress holding shape. IMAGE IN THE DIVERSITY IMAGE IN THE DIVERSITY HOLDING SHAPE MULTIPLE MAGE IN THE MULTIPLE MAGE IN THE DIVERSITY HOLDING 4FFFYBNQMFTUPUIFSJHIU5IFGVMMCMFFEJTQSFGFSBCMF HOLDING SHAPE* HOLDING SHAPE* OVER IMAGE* DIVERSITY HOLDING DIVERSITY HOLDING SHAPE OVER IMAGES* SHAPE* SHAPE* CVUOPUSFRVJSFE6TFZPVSHPPEKVEHFNFOUBOELOPXMFEHF of relevant production concerns.

Multiple images When using multiple images, they should be ﬁtted into either UIFEJWFSTJUZPSQSPHSFTTIPMEJOHTIBQF"EEJUJPOBMMZ UIFZNBZ CFiUJMFEwUIBUJT BSSBOHFEJORVBESJMBUFSBMTIBQFTUIBUUPVDI each other without any borders. Finally, they can also be tiled JOUPBGVMMCMFFEFYFDVUJPO UIFJNBHFTIBWFOPEFmOFEFEHFT at the edges of the page). See guidelines to the right.

FULL BLEED IMAGE IMAGE IN PROGRESS PROGRESS HOLDING FULL BLEED MULTIPLE MULTIPLE IMAGES PROGRESS HOLDING Use good design judgment HOLDING SHAPE* SHAPE OVER IMAGE* IMAGES IN PROGRESS SHAPE MULTIPLE IMAGES HOLDING SHAPE* When combining photos, take care to select which images HPOFYUUPPUIFST5SZBOENBUDIQSPEVDUJPORVBMJUZ MJHIUJOH DBNFSBBOHMFTBOETPPOTPUIBUUBLFOUPHFUIFSUIFDPMMFD UJWFJNBHFTFYJTUPOUIFQBHFIBSNPOJPVTMZ

4FFQBHFTGPSFYBNQMFTPGUIFHSBQIJDFMFNFOUT in real world communications. REPRESENTS AN IMAGE

* HOLDING SHAPES CAN BE SCALED IN ANY PROPORTIONS /&8:03,45"5"/%(6*%&-*/&4 82 4.5 NEW YORK STATE SECONDARY IDENTITY ELEMENTS CHARTS AND GRAPHS

CHARTS AND GRAPHS Consistent presentation of information *UJTJNQPSUBOUUIBUDIBSUTBOEHSBQITCFSFQSFTFOUFEJO consistent ways so that communications from all entities of NY State have a branded look and feel. Please consult the guideline illustrations to the right. Lorem Ipsum 89% 56% 41% Chart and graph style Lorem Ipsum Lorem Ipsum Lorem Ipsum 5IFTFDIBSUTUZMFTBSFJOTQJSFECZUIFQSPHSFTTIPMEJOHTIBQF 89% TFFQBHF BOEJOUFOEFEUPDPOWFZJOGPSNBUJPOXJUIHSFBU 64% 55% ﬂuidity of motion.

Color selection

$PMPSTDBOCFTFMFDUFEGSPNUIFDPSFDPMPSQBMFUUF PSUIF 12 appropriate coded color of one of the nine groupings 11 (shown to the right in the core color palette for NY State). 10 9 8 6TFHPPEEFTJHOKVEHNFOUBOEEFTJHOQSJODJQMFTJOTJ[JOH IPSUM LOREM IPSUM LOREM IPSUM LOREM IPSUM LOREM 7 UIFNBOEKVYUBQPTJOHUIFNXJUIPUIFSWJTVBMBOEWFSCBM 6 lorem information in the layout. 5 lorem 4 lorem 2 1 lorem 0 5 000

28%

42% Lorem Lorem Lorem 56% Lorem Lorem Lorem

33%

74% 45% 38% 21% 51% 22% 76% 54% LOREM /&8:03,45"5"/%(6*%&-*/&4 83 4.6 NEW YORK STATE SECONDARY IDENTITY ELEMENTS ICONOGRAPHY

ICON GUIDELINE ICON EXAMPLES *DPOPHSBQIZJTBTZTUFNPGQJDUPSJBMJNBHFTSFMBUJOHUPPSJMMVT USBUJOHBWBSJFUZPGTVCKFDUT5IFZBSFEFTJHOFEUPCFJOUVJUJWF BOEUFMFHSBQIJDUIFZGVODUJPOUPSBQJEMZDPOWFZUIFMPDBUJPO PSJOUFOUJPOPGJOGPSNBUJPO5IFZBSFNPTUGSFRVFOUMZTFFO POiCVUUPOTwGPSTNBSUQIPOFTBOETJHOT4PNFTBNQMFTBSF illustrated here.

Style Guidelines 5IFTVHHFTUFEJDPOPHSBQIZTUZMFJTCBTFEPʹUIF/:4PVUMJOF GSPNUIF/:4UBUFCSBOENBSL%FTJHOJDPOPHSBQIZJOBXBZ that mimics the line weight, the rounded line terminals and the iHBQwPQFOJOHBTJMMVTUSBUFE

Note 5IFTFBSFPOMZTBNQMFJDPOPHSBQIZ5IFSFJTOPPʺDJBMCBOL of these images. Rather, they are intended to provide gui dance when creating them, as well as to ensure consistency in communications across the entities of NY State. /&8:03,45"5"/%(6*%&-*/&4 84 4.7 NEW YORK STATE SECONDARY IDENTITY ELEMENTS BRANDING APPLICATION IN REAL WORLD SITUATIONS

Proper use of color For giveaways, as a general rule, try to use colors from the NY 4UBUFDPSFDPMPSQBMFUUF TFFQBHFT *GUIFSFJTBOFFE for using the coded color of a grouping, please adhere to the DPMPSGPSNVMBTTIPXOPOQBHFT

Proper use of the identiﬁer "TTFFOUPUIFSJHIUPOnBTIESJWFFYBNQMFT XIFOTQBDFJT UPPTNBMMGPS/:4UBUFCSBOENBSLTNJOJNVNTJ[FSFRVJSF ments, use the NY State identiﬁer instead of the brand mark (see page 13 for guidelines). /&8:03,45"5"/%(6*%&-*/&4 85 4.8 NEW YORK STATE SECONDARY IDENTITY ELEMENTS BRANDING APPLICATION IN REAL WORLD SITUATIONS DONT’S

5PUIFSJHIUBSFTFWFSBMFYBNQMFTPGIPXZPVTIPVME/05 SFQSFTFOUFJUIFSUIF/:4CSBOENBSLPSB/:4UBUF"HFODZ MPDLVQ5IJTJTCZOPNFBOTBDPNQMFUFMJTU5IFTFFYBNQMFT SFQSFTFOUUIFAAEPOUTNPTUDPNNPOMZVTFEXIFOHVJEFMJOFT are violated.

A. %POPUVTFFJUIFSUIF/:4UBUFCSBOENBSLPSJEFOUJmFS on items that pull apart or separate in a way where such separation divides the mark or identiﬁer into pieces. B.%POPUQPTJUJPOUIF/:4UBUFCSBOENBSLPSMPDLVQTPO A. shapes that compromise legibility. B. C.%POPUSFQSFTFOUUIF/:4UBUFCSBOENBSLPSMPDLVQBUB TJ[FUIBUDPNQSPNJTFTMFHJCJMJUZ D.%POPUDSPQUIFCSBOENBSLPSMPDLVQ E.%POPUQMBDFUIFCSBOENBSLPSMPDLVQTPODPMPSTUIBU compromise legibility and contrast.

C. D. C.

E. /&8:03,45"5"/%(6*%&-*/&4 86 4.9 NEW YORK STATE SECONDARY IDENTITY ELEMENTS EXAMPLE OF POWERPOINT SLIDES (1 of 2)

AGENCY PPT PAGE LAYOUT EXAMPLE The same guideline rules apply to presentation templates 6TFUIFBQQSPQSJBUFFOEPSTFNFOUTZTUFNT UZQPHSBQIZ "SJBM Date # a replacement font) and color in these guidelines to create PowerPoint templates. Master Title (Arial Bold)

You can use any color from the core palette combined with Copy (Arial Regular) Quantia diori ommoluptiis aperferum vendem si nobit ut etum UIFBTTPDJBUFEHSPVQJOHDPMPS#FDPOTJTUFOUXJUIUIFVTFPG restiatiurit aut latesti onsectum quatur, nem cus dolent utem ea dolupti rem UIFDPMPSUISPVHIPVUUIFQSFTFOUBUJPO5IFCSBOENBSLMPDLVQ rerferibus, quam, con plisi quid et, sa sus, culpa porerum adi quid que occullestet Master Title (Arial Bold) alia sitat lat veles ipsandenti officiene corist, voluptatem nosandaectem dis sit que should appear in the bottom right corner of all of the «content» Master Sub Title exceruptatis si andam faces nonserum fugitium. slides.

"MMQSFTFOUBUJPOT.645CFCVJMUJOQSPQPSUJPO Date

Graphic element usage COVER TITLE AND CONTENT "TTFFOUPUIFSJHIU UIFEJWFSTJUZIPMEJOHTIBQFGPSNTUIF basis of all slides. Here, the holding shape is the core color dark blue with an accent line in the color of the grouping (teal).

Alternative option

4FFUIFOFYUQBHFGPSBOBMUFSOBUJWFMBZPVUPQUJPO Date # Date # Master Title (Arial Bold)

Copy (Arial Regular) Quantia diori Culpa porerum adi Master Title ommoluptiis aperferum vendem si nobit ut quid que occullestet

etum restiatiurit aut latesti onsectum 28% (Arial Bold) quatur, nem cus dolent utem ea dolupti 42% rem rerferibus, quam, con plisi quid et, sa 56% sus, culpa porerum adi quid que Master Sub Title occullestet alia sitat lat veles ipsandenti 33% officiene corist, voluptatem

SECTION HEADER TWO CONTENT /&8:03,45"5"/%(6*%&-*/&4 87 4.9 NEW YORK STATE SECONDARY IDENTITY ELEMENTS EXAMPLE OF POWERPOINT SLIDES (2 of 2)

AGENCY PPT PAGE LAYOUT EXAMPLE 5PUIFSJHIUBSFNPSFFYBNQMFTPGDPOUFOUTMJEFMBZPVUT BMPOH XJUIFYBNQMFTPGBQSFTFOUBUJPOCZBOBHFODZQSPHSBN OPUF Date # Date # agency presence in the holding shape.) Master Title (Arial Bold) Master Title (Arial Bold) *UJTJNQPSUBOUUPCFCPMEBOEZFUTJNQMFXJUIUIFVTFPGDPMPST

Furthermore, be sure to keep the pages as uncluttered and Copy (Arial Regular) Quantia diori Culpa porerum adisa: Copy (Arial Regular) Quantia diori SFBEBCMFBTQPTTJCMF%POPUDSPXETMJEFTXJUIDIBSUTPS ommoluptiis aperferum vendem si nobit ut 30% 15% ommoluptiis aperferum vendem si nobit ut QIPUPTXJUIUFYU etum restiatiurit aut latesti onsectum 5% etum restiatiurit aut latesti onsectum quatur, nem cus dolent utem ea dolupti quatur, nem cus dolent utem ea dolupti rem rerferibus, quam, con plisi quid et, sa rem rerferibus, quam, con plisi quid et, sa Program/Initiative Presentation sus, culpa porerum adi quid que sus, culpa porerum adi quid. When a program or initiative is making the presentation, the occullestet alia sitat lat veles ipsandenti officiene corist, voluptatem endorsing agency is listed in type in the holding shape at the 50% bottom of the cover page and repeated throughout the docu ment in the footer. TWO CONTENT COMPARISON

5IFUXPCPUUPNTMJEFTJMMVTUSBUFBOBMUFSOBUJWFBQQMJDBUJPOPG DPMPS VUJMJ[JOHUIFBTTPDJBUFEDPMPSPGUIFHSPVQJOH

PROGRAM PPT PAGE LAYOUT EXAMPLE

Date # Master Title (Arial Bold)

Copy (Arial Regular) Quantia diori ommoluptiis aperferum vendem si nobit ut etum restiatiurit aut latesti onsectum quatur, nem cus dolent utem ea dolupti rem rerferibus, quam, con plisi quid et, sa sus, culpa porerum adi quid que occullestet Master Title (Arial Bold) alia sitat lat veles ipsandenti officiene corist, voluptatem nosandaectem dis sit que Master Sub Title exceruptatis si andam faces nonserum fugitium andi destem aut aut eossi opti descid et essunt et unt. Rum es rectin nim nobis nobis resed.

A Division of Empire State Development

Date A Division of Empire State Development

COVER TITLE AND CONTENT /&8:03,45"5"/%(6*%&-*/&4 88 4.10 NEW YORK STATE SECONDARY IDENTITY ELEMENTS EXAMPLES OF ALTERNATIVE POWERPOINT SLIDES

PPT PAGE LAYOUT NEGATIVE EXAMPLE Special circumstances When circumstances make the use of a white background Date # impractical, use the alternative layout option illustrated to the right. Master Title (Arial Bold)

Graphic element usage Copy (Arial Regular) Quantia diori ommoluptiis aperferum vendem si nobit ut etum "TTFFOUPUIFSJHIU UIFEJWFSTJUZIPMEJOHTIBQFGPSNTUIF restiatiurit aut latesti onsectum quatur, nem cus dolent utem ea dolupti rem basis of all slides. Here, the holding shape is the core color rerferibus, quam, con plisi quid et, sa sus, culpa porerum adi quid que occullestet Master Title (Arial Bold) alia sitat lat veles ipsandenti officiene corist, voluptatem nosandaectem dis sit que dark blue with an accent line in the color of the grouping (teal). Master Sub Title exceruptatis si andam faces nonserum fugitium.

Date

COVER TITLE AND CONTENT

Date # Date # Master Title (Arial Bold)

Copy (Arial Regular) Quantia diori Culpa porerum adi Master Title ommoluptiis aperferum vendem si nobit ut quid que occullestet

SECTION HEADER TWO CONTENT /&8:03,45"5"/%(6*%&-*/&4 89 4.11 NEW YORK STATE SECONDARY IDENTITY ELEMENTS EXAMPLE OF TRADE SHOW DISPLAYS

The same guideline rules apply to tradeshow displays 6TFUIFBQQSPQSJBUFFOEPSTFNFOUTZTUFNT UZQPHSBQIZ 1SPYJNB/PWBBOE0TXBME BOEDPMPSJOUIFTFHVJEFMJOFT to create booth elements templates.

Graphic element usage "TTFFOUPUIFSJHIU CPUIIPMEJOHTIBQFTNBZCFVTFE6TF the coded color of the agency grouping in conjunction with color(s) from the NY State core palette. Note the same rules for QIPUPHSBQIZVTFEJOQSJOUFEFYBNQMFT TFFQBHFTGPS photography guidelines). /&8:03,45"5"/%(6*%&-*/&4 90 4.12 NEW YORK STATE SECONDARY IDENTITY ELEMENTS DESIGN LAYOUTS IN REAL WORLD SITUATIONS

Department of Motor Vehicles

Resource Guide for Teen Drivers SAFE PARKS INITIATIVE PRESS EVENT July 19, 2015 at 1:00p.m. Lake Welch State Park Harriman, NY

dmv.ny.gov

SINGLE IMAGE CONTAINED IN DIVERSITY HOLDING NOTE PROPER LEGIBILITY AND CONTRAST OF ENDORSEMENT MARKS: SHAPE (ABOVE), OR FULL BLEED (RIGHT). SEE PAGE 80-81 IN BLUE AGAINST A WHITE BACKGROUND. FOR FURTHER GUIDANCE ON PHOTOGRAPHY. /&8:03,45"5"/%(6*%&-*/&4 91 4.12 NEW YORK STATE SECONDARY IDENTITY ELEMENTS DESIGN LAYOUTS IN REAL WORLD SITUATIONS

Building Economic Opportunities for MWBE’s Discover New York State

ilovenew.com/paththroughhistory A Division of Empire State Development

NOTE PROPER COLOR USAGE: GROUPING COLOR (TEAL FOR BUSINESS) PAIRED WITH NY STATE CORE COLOR (GOLD) IN ALL EXECUTIONS. /&8:03,45"5"/%(6*%&-*/&4 92 4.12 NEW YORK STATE SECONDARY IDENTITY ELEMENTS DESIGN LAYOUTS IN REAL WORLD SITUATIONS

New York has more than 1,000 miles of scenic trails?

SUMMER Ofcial 2014 New York State Travel Guide GET OUTTA TOWN.

Your Getaway Begins at Heart Lake and Algonquin Mountain, NY. iloveny.com and 800/CALL-NYS Plan your next New York State vacation at iloveny.com and mta.info

NOTE PROPER SPACING BETWEEN LOGOS, FROM THE STATE ENDORSEMENT AND STATE/ NOTE USE OF BOTH THE PROGRESS HOLDING SHAPE AGENCY ENDORSEMENT. AND DIVERSITY HOLDING SHAPE /&8:03,45"5"/%(6*%&-*/&4 93 4.13 NEW YORK STATE SECONDARY IDENTITY ELEMENTS IDENTITY GUIDELINES ENSURE A FAMILIAR LOOK AND FEEL ACROSS NEW YORK STATE COMMUNICATIONS

Department of Motor Vehicles

Resource Guide for Teen Drivers

Building Economic Opportunities for MWBE’s Discover New York State

ilovenew.com/paththroughhistory dmv.ny.gov A Division of Empire State Development

New York has more than 1,000 miles of scenic trails?

SAFE PARKS INITIATIVE SUMMER PRESS EVENT Ofcial 2014 New York State July 19, 2015 at 1:00p.m. Travel Guide Lake Welch State Park GET Harriman, NY OUTTA TOWN.

Your Getaway Begins at Heart Lake and Algonquin Mountain, NY. iloveny.com and 800/CALL-NYS Plan your next New York State vacation at iloveny.com and mta.info

NEW YORK STATE BRAND GUIDELINES 94 Implementation Schedule

HonorAll the new commitment programs, new program collateral and websites will follow Theset guidelines are not casual recommendations, but rather a comprehensive set of rules to be followed by every personnew issuing branding communications immediately. on behalf of the state and its entities. Full compliance is expected. tShareBusiness with vendors andcards personnel by chargedDecember, with developing 2014 and producingfor all communicationssenior leadership, new If you are hiring outside vendors to ﬁeld initiatives or create materials, please make sure they have a copyhires of these & guidelines promotions. and are capable and willing to follow them. tForAll more di information gital templates please contact the must following be redesigned before end of year 2014 t (PPT,General Questions:Press TBDRelease, Forums, etc.). t Font licenses for desktop and app: TBD t Web Design Guidelines: TBD t AllBranding existing and graphic collateral elements and image must bank: be TBD redesigned to be compliant with new branding when next reprinting is required. t All .gov sites will be redesigned to comply based upon rollout plan of site updates. NEW YORK STATE BRAND GUIDELINES 95 5. Guidelines Commitment

Honor the commitment These guidelines are not casual recommendations, but rather a comprehensive set of rules to be followed by every person issuing communications on behalf of the state and its entities. Full compliance is expected.

Share with vendors and personnel charged with developing and producing communications If you are hiring outside vendors to ﬁeld initiatives or create materials, please make sure they have a copy of these guidelines and are capable and willing to follow them.

For more information please contact the following t General Questions: TBD t Font licenses for desktop and app: TBD t Web Design Guidelines: TBD t Branding and graphic elements and image bank: TBD