Brand Identity Guidelines Version 1 June 2019 What We Are About
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BRAND IDENTITY GUIDELINES VERSION 1 JUNE 2019 WHAT WE ARE ABOUT THE ALASKA COUNTS The Alaska Counts campaign is CAMPAIGN IS GUIDED BY A MISSION AND VALUES THAT TRUSTWORTHY honest, straightforward INFORM EVERYTHING WE DO AND SAY. INCLUSIVE non-partisan, nondiscriminatory, equitable RESOURCEFUL collaborative, complementary OUR BRAND FUNCTIONS ACCESSIBLE TO SHARE OUR IDENTITY open, approachable, welcoming WITH THE WORLD; WE COMMUNICATE POWERFULLY AND CONSISTENTLY. The Alaska Counts campaign’s goal is TO ENSURE A COMPLETE AND ACCURATE COUNT OF ALL ALASKANS ALASKA COUNTS INTRODUCTION 2 LOGO A BRAND IS MUCH MORE THAN A LOGO. IT IS A COLLECTION OF RELATIONSHIPS. IT EXPLAINS WHAT DRIVES US, WHAT WE BELIEVE IN, WHY WE EXIST. THESE THINGS ARE NOT FROZEN IN TIME. 3 LOGO THE ALASKA COUNTS LOGOMARK IS SIMPLE, MAIN TYPE GRAPHICAL SPEAK ELEMENT CLEAR. IT INCORPORATES A SECONDARY TYPE GRAPHICAL SPEAK ELEMENT. STATE OF ALASKA TO ENGAGE, ENCOURAGE, AND ENSURE SELF-RESPONSE AND PARTICIPATION. LOCAL BACKGROUND COLOR - WHITE VOICES OF LEADERSHIP ARE CRITICAL TO ACHIEVING AN ACCURATE COUNT IN 2020. BACKGROUND COLOR - LIGHT COLOR BACKGROUND COLOR - DARK COLOR ALASKA COUNTS LOGO 4 LOGO CLEARSPACE & SIZE TO MAXIMIZE THE BRAND’S THE DISTANCE MARKED X REPRESENTS THE HEIGHT X PRESENCE AND VISUAL OF THE ‘A’ IN THE TYPE ALASKA. THE FORMULA STANDOUT, THERE IS SHOWN OPPOSITE APPLIES A DEFINED MINIMUM TO ALL SIZES OF BRANDMARK REPRODUCTION. CLEAR SPACE AREA. THIS X CLEAR ZONE AROUND THE X X BRANDMARK DEFINES THE AREA INTO WHICH NO OTHER GRAPHIC ELEMENTS, SUCH AS TEXT, IMAGERY OR OTHER BRANDMARKS CAN INTRUDE. FOR EASE OF RECOGNITION, A MINIMUM SIZE HAS BEEN SET FOR THE DIFFERENT VERSIONS OF THE BRANDMARK, IN ORDER TO ASSURE SUCCESSFUL REPRODUCTION. 1.625” MININUM SIZE THERE ARE NO PREDETERMINED SIZES. SCALE AND PROPORTION SHOULD BE DETERMINED BY THE AVAILABLE SPACE, AESTHETICS, FUNCTION AND VISIBILITY. THERE IS NO PRESET MAXIMUM SIZE FOR THE LOGO. IN PRINT THE MINIMUM SIZE IS 1.625”. ALASKA COUNTS LOGO 5 LOGO MISUSES TO MAINTAIN THE INTEGRITY XDON’T REARRANGE THE LOGO ELEMENTS X DON’T PLACE THE LOGO ON A COLOR WITHOUT SUFFICIENT CONTRAST OF THE ALASKA COUNTS LOGO, IT IS IMPORTANT TO USE THE LOGO AS DESCRIBED IN THESE GUIDELINES. THE EXAMPLES SHOWN HERE ILLUSTRATE POSSIBLE X DON’T CHANGE THE PROPORTIONS X DON’T ADD A DROP SHADOW TO THE LOGO MISUSES OF THE LOGO THAT BETWEEN ELEMENTS SHOULD BE AVOIDED. XDON’T CHANGE THE COLORS XDON’T STRETCH THE LOGO ALASKA COUNTS LOGO 6 LOGO FILE FORMAT THE LOGO COMES IN A VARIETY OF FORMATS FOR USE IN A RANGE OF APPLICATIONS. ON THIS PAGE, ALASKA COUNTS COLOR LOGO ALASKA COUNTS B/W LOGO EACH FILE IS CATEGORIZED AKCounts_CYMK.eps AKCounts_BW.eps AKCounts_CYMK.pdf AKCounts_BW.pdf USING THE NAMING KEY AKCounts_RGB.png AKCounts_BW.png LISTED. AKCounts_RGB.jpg AKCounts_BW.jpg BACKGROUND DARK COLOR USE RGB LOGOS FOR ALL SCREEN-BASED APPLICATIONS, SUCH AS POWERPOINT AND THE WEB. PNG TYPICALLY MAINTAINS ALASKA COUNTS COLOR REVERSE LOGO ALASKA COUNTS B/W REVERSE LOGO THE CRISPNESS. FOR PRINT AKCounts_CYMK_rev.eps AKCounts_BW_rev.eps AKCounts_CYMK_rev.pdf AKCounts_BW_rev.pdf APPLICATIONS, USE CYMK AKCounts_RGB_rev.png AKCounts_BW_rev.png AND BW LOGOS. THE EPS OR AKCounts_BW_rev.jpg PDF FILE FORMATS ARE IDEAL. BACKGROUND LIGHT COLOR ALASKA COUNTS COLOR WHITE AK LOGO ALASKA COUNTS B/W WHITE AK LOGO AKCounts_CYMK_whiteAK.eps AKCounts_BW_whiteAK.eps AKCounts_RGB_whiteAK.png AKCounts_BW_whiteAK.png ALASKA COUNTS LOGO 7 COLOR SPECIFICATIONS OUR CORE COLORS GIVE US OUR PERSONALITY. THE COLORS BUILD ON THE STATE OF ALASKA BLUE COLOR, WITH THE ADDITIONS OF BRIGHTER COLORS. PANTONE 172 PANTONE 648 C0 M86 Y100 K0 C100 M84 Y35 K32 R240 G76 B35 R2 G49 B90 # F04C23 # 15315A PANTONE 5405 PANTONE 545 PANTONE 1625 C75 M47 Y32 K7 C22 M7 Y4 K0 C0 M44 Y40 K0 R76 G116 B140 R195 G216 B231 R255 G164 B138 # 4C748C # C3D8E7 # FFA48A ALASKA COUNTS COLOR 8 TYPOGRAPHY TYPOGRAPHY IS AN IMPORTANT ASPECT OF OUR BRAND LATO BLACK IDENTITY. OUR TYPOGRAPHIC FIRA SAN EXTRA BOLD ITALIC STYLE CONTRIBUTES TO OUR DISTINCTIVE AESTHETIC. THE TYPOGRAPHY USAGE EXAMPLES ON THE FOLLOWING PAGES SHOULD BE FOLLOWED TO ENSURE ALL OF OUR COMMUNICATIONS APPEAR CONSISTENT. FRIENDLY SIMPLE CLEAR PRECISE GEOMETRIC ALASKA COUNTS TYPOGRAPHY 9 USE IN PRINT LATO TYPEFACE FAMILY LATO IS THE PRIMARY TYPEFACE FAMILY TO USE. IT IS A LATO / THIN, LIGHT, REGULAR, BOLD, BLACK GOOGLE FONT AND CAN BE DOWNLOADED FOR FREE. ABCDEFGHIJKLMNOPQRSTUVWXYZ HTTPS://FONTS.GOOGLE.COM/SPECIMEN/LATO abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;) FIRA SANS ITALIC TYPEFACE FAMILY FIRA SANS IS THE SUPPORTING TYPEFACE FAMILY FOR ACCENTS FIRA SANS ITALIC / LIGHT, REGULAR, MEDIUM, SEMI-BOLD, BOLD, EXTRA-BLACK AND WHEN AN ITALIC FONT IS ABCDEFGHIJKLMNOPQRSTUVWXYZ NEEDED. abcdefghijklmnopqrstuvwxyz HTTPS://FONTS.GOOGLE.COM/SPECIMEN/FIRA+SANS 0123456789 — &*#@?!/+(.,:;) ALASKA COUNTS TYPOGRAPHY 10 GRAPHICAL SPEAK ELEMENT LOCAL VOICES ARE IMPORTANT TO LENDING CREDIBILITY AND TRUST TO THIS EFFORT. AN IMPORTANT ELEMENT OF OUR CAMPAIGN WILL BE USING OUR BRANDING TO AMPLIFY THE TESTIMONIES OF LOCAL LEADERS ACROSS THE STATE, EMPHASIZING THE IMPORTANCE There is strength in numbers OF AN ACCURATE COUNT. “Todos ganamos con un conteo preciso del censo. Ahora es el momento de educar. Contratar. Autorizar. Nuestro futuro está en juego.” ALASKA COUNTS PHOTOGRAPHY 11.