Brand Guidelines Update 2017 Brand Guidelines Update

2017 Brand Guidelines Update 2017 Brand Guidelines Update

Primary print/promotional color palette

To be used as the primary colors (besides AI Red) for AI BLUE all internal-facing branding. PMS: 7462C Note that the use of tints of CMYK: 100C 48M 6Y 30K these colors and of white RGB: R0 G85 B140 is also acceptable and HEX: #00558C considered within brand. AI LIGHT GRAY PMS: COOL GRAY 2C CMYK: 0C 0M 0Y 20K AI RED RGB: R208 G208 B207 PMS: 1945C HEX: #D0D0CF CMYK: 5C 100M 55Y 28K To be used as the primary AI MEDIUM GRAY RGB: R166 G9 B61 colors (besides AI Red) for PMS: COOL GRAY 8C all external-facing branding. CMYK: 0C 0M 0Y 60K HEX: #A6093D Note that the use of tints of RGB: R136 G139 B141 these colors and of white HEX: #888B8D is also acceptable and considered within brand. AI DARK GRAY PMS: 446C CMYK: 0C 0M 0Y 80K RGB: R63 G68 B68 HEX: #3F4444

Secondary print/promotional color palette To be used as the secondary colors when the primary color palette is not enough to meet your needs.

AI NAVY AI LIGHT BLUE AI PROMO RED PMS: 2767C PMS: 656C PMS: 199C CMYK: 100C 90M 10Y 77K CMYK: 10C 2M 0Y 0K CMYK: 0C 1000M 65Y 0K RGB: R19 G41 B75 RGB: R221 G229 B237 RGB: R250 G0 B44 HEX: #13294B HEX: #DDE5ED HEX: #FF0000

ONLY for promotional use. When in doubt, use AI Red in the primary palette rather than The range of the range of shades below are also considered to be within AI Promo Red. brand. These are tints of AI Dark Gray and AI Blue.

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Primary email/Powerpoint color palette recommendation

To be used for the bulk of the items.

AI BLUE AI LIGHT BLUE AI LIGHT GRAY AI WEB WHITE AI DARK GRAY AI RED RGB 0 85 140 RGB 221 229 237 RGB 208 208 207 RGB R255 G255 B255 RGB 63 68 68 RGB 166 9 61 HEX/HTML 00558C HEX/HTML DDE5ED HEX/HTML D0D0CF HEX/HTML FFFFFF HEX/HTML 3F4444 HEX/HTML A6093D

To be used for hyperlinks only. AI HYPERLINK BLUE RGB 94 162 216 HEX/HTML 5EA2D8

Print/Promotional color palette — accent colors To be used as tertiary colors when the primary color palette is not enough to meet your needs. Use sparingly. These are meant to be accent colors, not the focal point of a document.

AI MOSSY GREEN AI PINE GREEN AI SUNSET ORANGE PMS: 5615C PMS: 5605C PMS: 138C CMYK: 82C 37M 64Y 83K CMYK: 82C 36M 83Y 90K CMYK: 0C 52M 100Y 0K RGB: R94 G116 B97 RGB: R34 G55 B43 RGB: R222 G124 B0 HEX: #5E7461 HEX: #22372B HEX: #DE7C00

AI MOONLIGHT YELLOW AI REGAL PURPLE PMS: 110C PMS: 5265C CMYK: 2C 22M 100Y 8K CMYK: 86C 83M 9Y 45K RGB: R218 G170 B0 RGB: R64 G58 B96 HEX: #DAAA00 HEX: #403A60

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Web and LMS color palette — originally developed 2014

The web color palette was developed with the web redesign in 2014. We are not recommending adjusting the web color palette until the next major redesign of the website. The same applies to the color palette of the LMS (learning management system) used for Live Online (Synchronous) education.

AI 2014 WEB DARK BLUE AI 2014 WEB LIGHT BLUE AI 2014 WEB LIGHT MEDIUM GRAY HEX/HTML 1E537D HEX/HTML D6E7F1 HEX/HTML D5E2E9

AI 2014 WEB LIGHT GRAY AI 2014 WEB HYPERLINK BLUE AI 2014 WEB WHITE HEX/HTML E6E5E5 HEX/HTML 5EA2D8 HEX/HTML FFFFFF

AI 2014 WEB RED FOR BUTTONS AI 2014 WEB GRAY FOR BUTTONS HEX/HTML C7202F HEX/HTML 535251

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Our corporate typefaces To ensure a cohesive, family look among all our communications, the Appraisal Institute limits the number of typefaces used in our communications to four: Franklin Gothic, Walbaum, Arial and Calibri (Calibri is approved for Powerpoint only). Each has its own characteristics and guidelines for use as follows.

Typography: print

1. Franklin Gothic We use Franklin Gothic in both print and electronic media for copy elements such as headlines, subheads, body text, captions and sidebars. We also use it for other internal and external documents such as agendas, minutes, outlines, procedure manuals, regulations and reports. Please observe the following standards: • The only versions of Franklin Gothic approved for Appraisal Institute use are ITC Franklin Gothic and ITC Franklin Gothic Condensed from Adobe®. • You may use these approved versions of Franklin Gothic in Book, Medium, Demi and Heavy weights. • Use minimum leading (spacing between lines) of 2 points greater than the type size (e.g., 8-point type with 10-point leading). • Use Franklin Gothic Italic only to strengthen a concept or emphasize a word or phrase. • You may use Franklin Gothic Heavy for headline, but use it sparingly otherwise. • Avoid using Franklin Gothic Condensed or Compressed for body text. • Never use Franklin Gothic Extra Compressed or Franklin Gothic Oblique

Franklin Gothic Book Franklin Gothic Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890.,;:’”?!@#$%^&*() 1234567890.,;:’”?!@#$%^&*()

Franklin Gothic Medium Franklin Gothic Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890.,;:’”?!@#$%^&*() 1234567890.,;:’”?!@#$%^&*()

Franklin Gothic Demi Franklin Gothic Demi Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890.,;:’”?!@#$%^&*() 1234567890.,;:’”?!@#$%^&*()

Franklin Gothic Heavy Franklin Gothic Heavy Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890.,;:’”?!@#$%^&*() 1234567890.,;:’”?!@#$%^&*()

— 5 — 2017 Brand Guidelines Update Typography: print (continued) 2. Walbaum We use Walbaum in our corporate signature. Please observe the following standards: • The only version of Walbaum approved for Appraisal Institute use is Berthold Walbaum from Adobe®. • Use Walbaum in its Regular weight only. • Use minimum leading of 2 points greater than the type size (e.g., 8 point type with 10 point leading). • Use Walbaum Italic only to strengthen a concept or emphasize a word or phrase. • Pay particular attention to kerning (the space between letters in a word) when using Walbaum, especially when using large type. As a rule of thumb, set the individual characters tightly, but not touching. • Do not use Walbaum in instances that require many numerals, such as tables, charts or financial reports. Use our other corporate typeface, Franklin Gothic, instead.

Berthold Walbaum Book Berthold Walbaum Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890.,;:’”?!@#$%^&*() 1234567890.,;:’”?!@#$%^&*()

Typography: print (continued 3. Felt That

We use the typeface Felt That as a secondary font for sub-headlines, taglines, special text such as graphics and captions, and decorative text. This is an interesting and unique font and may also be used as the font for department communications. Usethis font very sparingly to signal informality or a personal touch. • The only version of Felt That approved for Appraisal Institute use is from Blue VinylFonts. • Use Felt That in its regular weight only. • Pay particular attention to leading (the space between lines) when using Felt That, especially when using smaller type. As a rule of thumb, set the individual leading moderately, and allow no touching. • Do not use Felt That in instances that require many numerals, such as tables, charts or financial reports. Use our other corporate typeface, Franklin Gothic, instead. Felt That ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,;:’”?!@#%^&*()

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Typography: web/screen/Microsoft Office products 4. Arial We use the typeface Arial for Appraisal Institute internal and external correspondence—letters, fax cover sheets, memos and news releases—as well as in our Web-based applications, email and Word documents. Arial is available on all Appraisal Institute personal computers and is the default typeface on our correspondence templates. Please observe the following standards when using Arial: • Use only the Regular and Black weights of Arial for text and subheads. • Use Arial Narrow only for footnotes and endnotes and in charts, tables and graphs where space is at a premium. • Always use the provided electronic correspondence and forms templates to ensure appropriate type size and spacing.

Arial Arial Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890.,;:’”?!@#$%^&*() 1234567890.,;:’”?!@#$%^&*()

Arial Bold Arial Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890.,;:’”?!@#$%^&*() 1234567890.,;:’”?!@#$%^&*()

5. Calibri Calibri is approved for use in Powerpoint decks only.

Calibri Calibri Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890.,;:’”?!@#$%^&*() 1234567890.,;:’”?!@#$%^&*()

— 7 — 2017 Brand Guidelines Update Logo Use OUR SIGNATURE The Appraisal Institute uses a unique “signature” to clearly identify our publications and other visual communications. Our signature (see example to the right) has three elements: our symbol, our name and our tagline. When using our signature, always observe these standards.

• Never modify the proportions, spacing and alignment of our symbol, name and tagline. • Never create a new or different version of our signature by combining its three elements in any other configuration. • Rarely use our symbol alone apart from our full name. A exception to this rule would be to use the symbol as subtle background element, such as on the cover page of this brand standards document. • Always use the officially prepared electronic signature artwork, which you can obtain by emailing [email protected].

REQUIRED CLEAR SPACE Always separate our signature from other graphic elements and text by the minimum specified distance (clear space) as described below. • The amount of required clear space depends on the size of the signature used and is determined by the vertical height of the capital letters in our name. • Minimum clear space for our preferred two-line signature is shown here as X, which is the combined height of the two- line, stacked name. • For the one-line signature, minimum clear space is the vertical height of the letter A in our name and is applied similarly to the two-line example shown here.

TRADEMARK REGISTRATION The Appraisal Institute symbol and name are registered trademarks subject to required rules of usage. • The registration mark ® must always appear with the symbol and name as shown in the accompanying example. • Always use the officially prepared electronic signature artwork, which includes the registration indicia, when applying the signature.

SIGNATURE PLACEMENT • A complete Appraisal Institute signature must appear on the front cover of all print publications in the upper right corner or on the first “page” of all electronic communications. • In printed advertisements, the signature should appear in the lower right corner whenever possible.

APPROVED CONFIGURATIONS There are two approved configurations for our signature in general use, a two- line version and a one-line version. • The two-line configuration is always the preferred version and should be used whenever possible. • In some cases—such as an exhibit booth, ceremonial certificate or advertisements—where space does not permit the use of a two-line signature, the one-line configuration may be used, but only with prior pre- approval from the Design/Production Department. • In some cases, the two-line and one-line signatures can be used without the tagline when the tagline would be deemed illegible or in other circumstances when the brand is better served without it.

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Logo Use

SIGNATURE COLOR Our signature may only appear in two colors, in black or reversed to white as shown here. • In the two-color version, the symbol always appears in AI Red. The AI Promo Red with the type either in black or white should only be used with pre-approval from the Design/Production Department. • Always use black when applying the signature in one color. • When reversing our signature to white, make sure the surrounding color is as dark as possible to maximize the contrast. The reverse signature must always appear in white. • Use our two-color signature with AI Red except for on pieces that use AI Promo Red as a substitute. DO NOT use the two reds together.

SPECIAL USE SIGNATURE A special configuration of our symbol and name is used for applications such as web/app avatar graphics, promotional items, publication spines or packaging that will not accommodate the complete signature. The following rules apply: • When the special use signature is used on the applications named above, the full signature must appear elsewhere, either on the cover or in another prominent location. • This special configuration should be centered horizontally on and at the bottom of the spine. • The minimum approved size for this configuration is based on the height of the symbol, which must be at least 1/4” high. • Always follow the standards for clear space, color and registration indicia. • On spines less than 3/4” wide, set our name in Walbaum Book Regular (minimum 8 point) in a single line, running in the same direction as the title, and centered horizontally on and at the bottom of the spine. — 9 — 2017 Brand Guidelines Update Chapter Logo Use OUR SIGNATURE The Appraisal Institute uses unique “signature”chapter logos to clearly identify our chapters on publications and other visual communications. The chapter logo (see example to the right) preferred use: has five elements: our symbol, our name, tagline, divider bar, and chapter location. When using this signature, always observe these standards.

• Never modify the proportions, spacing and alignment of our symbol, name and tagline. • Never create a new or different version of our chapter logo by combining its five elements in any other configuration. • Always use the officially prepared electronic signature alternate use: artwork, which you can obtain by emailing [email protected].

APPROVED CONFIGURATIONS There are two approved configurations for our signature in general use, which are subsequently used in our chapter logo use. • The two-line configuration with a verticle divider bar is always the preferred version and should be used whenever possible. • In some cases—where space does not permit the use of a two-line signature, the one-line configuration may be used with the horizontal divider bar.

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Image Guidelines

CHOOSING IMAGERY When making decisions about using imagery, remember that photographs and illustrations can prove to be quite expensive. Costs vary considerably depending on the complexity or quality of the image, who has ownership rights and how the image will be used. You can find lower-cost or royalty-free stock images easily, and we often use these types of images. You should, however, consider using them carefully. Other organizations have access to the same images, and choosing an image another organization has used could compromise its impact and effectiveness. If you are using an image provided by someone else or that has been found on the internet, make sure to find out whether or not the person or organization has the proper usage rights to share the image with you. You do not need to use imagery in every communication. A low-quality or inappropriate image can do more harm than good. Use project budgets to help guide your decisions about whether or not to use imagery and what kind to use. If you require assistance in finding an image, contact [email protected] with details and allow 2-3 business days for response. Depending on the complexity of the request, you may be asked to fill out a Marketing Assignment Form. Examples of stock photography AI currently uses are shown below:

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Image Guidelines PHOTOGRAPHY AND ILLUSTRATION

Please observe the following guidelines for choosing and using imagery.

• Use uncomplicated, straightforward imagery—either literal or conceptual—to enhance understanding and meaning. Avoid using imagery as a decorative element only.

• We focus on images of people, buildings and homes in our communications as often as possible. It helps our audiences connect more personally to our messages and broadens their appeal. It is important to make sure our images have people of diverse age, race and gender in order to be as inclusive as possible.

• Also, when using people, keep our target audience in mind, but know use of aspirational representation of same are acceptable and sometimes preferable.

• Illustration can often convey abstract concepts more effectively than photography through the use of metaphorical images and symbolic references

• If you are creating a piece that may have long term use, avoid using images of people that show overly trendy hairstyles or glasses, as those looks could quickly become dated.

• Avoid using images that show technology in detail if you expect to use the piece for a long time. Technology becomes dated quickly and shows in images.

• Avoid overlapping images and complex collages that use multiple images.

• Avoid generic photography that appears cliché, static or posed.

• Avoid using special effects on imagery such as feathered edges or drop shadows.

• As an alternative to imagery, use color and layout creatively to add visual impact, especially in simple, low-budget or limited use communications. Less is more!

CHARTS, DIAGRAMS AND TABLES

• To communicate technical subject matter, to present statistics or to explain financial information, use well-executed charts, diagrams and tables.

• Avoid overly complicated or detailed charts, diagrams and tables. Distill the information into its most basic elements to illuminate an idea or to “translate” complex concepts.

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Powerpoint template screenshots

CORPORATE — CONFIDENTIAL For use in most national office internal/external presentations. A confidentiality disclaimer is built into the footer. Available in both Standard and Widescreen formats. Please consider how the presentation will be displayed when choosing your format.

CORPORATE — COPYRIGHT For use in most national office internal/external presentations. A copyright notice is built into the footer. If you need to change the date of the copyright, please do so in the Master slides of your presentation. Available in both Standard and Widescreen formats. Please consider how the presentation will be displayed when choosing your format.

GRAY BRANDED For use in trade shows, chapter meetings and other external audiences as needed. A similar version of this presentation will also used on our Welcome screen in the Reception area. Available in both Standard and Widescreen formats. Please consider how the presentation will be displayed when choosing your format.

EDUCATION — TOP AND LEFT BRANDED Principally, for use in education presentations. Branding is set to the top and left margins. Please feel free to choose which type of margin best fits the material you are presenting. Available in both Standard and Widescreen formats. Please consider how the presentation will be displayed when choosing your format.

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