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Brand Guidelines Update 2017 Brand Guidelines Update

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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. — 2 — 2017 Brand Guidelines Update 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 — 3 — 2017 Brand Guidelines Update 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 — 4 — 2017 Brand Guidelines Update 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.,;:’”?!@#%^&*() — 6 — 2017 Brand Guidelines Update 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
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