Brand Standards Graphic & Promotional

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BRAND STANDARDS GRAPHIC & PROMOTIONAL GUIDELINES ARMED FORCES ENTERTAINMENT

CONTENTS

GRAPHIC STANDARDS & VISUAL GUIDELINES...... 3

Logo. Components...... 3

Taglines...... 4

Logo Specifications...... 5

Color Options...... 9

Samples of Logo, Color and Font Usage...... 10

Samples of Social Hashtag Usage...... 12

PROMOTIONAL GUIDELINES AND STANDARDS...... 13

2 ARMED FORCES ENTERTAINMENT

GRAPHIC STANDARDS & VISUAL GUIDELINES

The following logo usage standards apply for all media communications, including web, print collateral, base publications, event signage, direct mail and promotional items. The logos are available for download here.

Logo Components

This graphic, in its entirety, is referred to as the AFE “signature” and consists of two parts: wordmark and icon.

Signature

Icon Signature

Wordmark

Icon Wordmark

Minimum Size – Refers to the smallest size at which the AFE signature may be reproduced to ensure legibility. The logo must be of a size large enough to read the wordmark. As a general rule, the logo should not be smaller than .625” tall for the horizontal format, and 1” for the vertical logo. The exception is where the reproduction area is too small to accommodate the print legibly, such as ballpoint pens.

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GRAPHIC STANDARDS & VISUAL GUIDELINES

Taglines

In some cases it is acceptable to include the taglines “Good times, front and center,” “Where stars earn their stripes” or “Down range, center stage” with the AFE signature. These elements are in a fixed relationship to each other and should not be repositioned or altered. Appropriate use of taglines can help reinforce a particular message, position or characteristic of a brand.

GOOD TIMES, FRONT AND CENTER

This phrase is used as a positioning line on materials that address general military audiences such as materials intended for installation promotion.

WHERE STARS EARN THEIR STRIPES

This phrase is used as a positioning line only when addressing the entertainment market.

DOWN RANGE, CENTER STAGE

This phrase is used as a positioning line on materials that address the military in Southwest Asia only.

Below is an example of how the AFE signature and appropriate tagline are to be positioned in relation to each other.

GOOD TIMES, FRONT AND CENTER

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GRAPHIC STANDARDS & VISUAL GUIDELINES

Logo Specifications

Clear Space – Clear space is defined as the area that is completely free of other objects or elements including, but not limited to, typography, borders, edges, other logos, words, graphics, slogans, numbers, design features or symbols. For the logo to maintain brand equity and visual impact, the surrounding area should remain open and uncluttered. When placing the logo close to graphic elements, clear space should be maintained on all sides.

Horizontal Format – The minimum amount of clear space should equal the height of the “boxed” portion of the wordmark in all directions. Leave at least the minimum amount of clear space between the logo and any other graphic element or type. The same clear space rule applies for all versions of the horizontal logo.

Vertical Format – The minimum amount of clear space should equal the height of the entire wordmark in all directions. Leave at least the minimum amount of clear space between the logo and any other graphic element or type. The same clear space rule applies for all versions of the vertical logo.

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GRAPHIC STANDARDS & VISUAL GUIDELINES

Variations – Below is a compilation of approved AFE logos in various color formats to suit any graphic need. When positioning over a background, it is strongly advised that it be a solid, complimentary color that provides easy legibility. The logo can appear as spot color (Pantone Matching System – PMS), CMYK, RGB or black and white. Spot color is the standard, preferred use of the AFE signature when application allows use of color. Colors are PMS Red 1797 and PMS Black. Use the variation most appropriate for your audience and budget.

Horizontal Format Vertical Format

Official logos for use on approved red background

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GRAPHIC STANDARDS & VISUAL GUIDELINES

In order to build brand equity, it is vital that a graphic consistency be maintained from project to project, as well as from site to site. The following is a list of approved fonts that should be considered when composing a project.

Headlines/Sub-Heads: Press Style Extra L Advert Bold Gotham Bold Gotham Medium

Body copy: Gotham Light

Sample – The following is a sample of what to do, and what not to do, when generating creative materials for base-level promotional materials. It is most important to follow the pre-established brand guides regarding images, logo, font and color usage.

NOTE: Alcohol or tobacco advertising of any kind is NOT allowed in any form of marketing materials.

WHAT TO DO WHAT NOT TO DO ARMEDFORCESENTERTAINMENT.COM

DANIKA PORTZ NASHVILLE POP ARTIST

DOWN RANGE, CENTER STAGE

No official endorsement intended

NOTE: The above sample of “WHAT NOT TO DO” highlights instances of manipulating brand standards to create materials that serve to dilute our brand integrity and image, including a skewed logo, glowing type, non-branded fonts and a busy, chaotic layout.

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GRAPHIC STANDARDS & VISUAL GUIDELINES

Sample – The following is a sample of how to incorporate necessary support sponsors logos into needed creative materials. Permission to have a logo on promotional material must be approved by Armed Forces Entertainment. The support logo must be no larger than 40% the size of the positioned Armed Forces Entertainment logo. This rule applies to all forms of creative materials, and all forms of media. Additionally, a disclaimer saying, “No official endorsement intended” will be added to each promotional item involving an outside logo. ARMEDFORCESENTERTAINMENT.COM

Hosted by Colonel John Bates, USMC Ret. 3x Purple Heart Recipient and Robi Powers, USA - founder American300.org

The above sample also demonstrates how to incorporate multiple talent featured in a tour.

8 ARMED FORCES ENTERTAINMENT

GRAPHIC STANDARDS & VISUAL GUIDELINES

Color Options

Option 1: Spot Color – This is the standard, preferred use of the AFE signature when application allows use of color:

PMS 1797 CV PMS BLACK CV (coated/gloss finish) (coated/gloss finish)

Red Black

Option 2: CMYK

C 0% C 0% C 0% M 100% M 0% M 0% Y 99% Y 0% Y 0% K 4% K 100% K 0% Red Black White

Option 3: RGB

R 227 R 0 R 255 G 27 G 0 G 255 B 35 B 0 B 255

Red Black White

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GRAPHIC STANDARDS & VISUAL GUIDELINES

Samples of Logo, Color and Font Usage

The following are samples of work that best illustrate proper use of the AFE logo, color scheme and fonts. Please refer to these elements when creating projects for base use.

AFE Web Site

Web Banner

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Printed Venue Banner Event/Venue Poster ARMEDFORCESENTERTAINMENT.COM

Tour T-Shirt

PRESENTS GOOD TIMES, FRONT AND CENTER

No official endorsement intended

2018 TOUR AUTEC, BAHAMAS THULE AB, GREENLAND

Autograph Card

ARMEDFORCESENTERTAINMENT.COM

ARMEDFORCESENTERTAINMENT.COM ARMED FORCES ENTERTAINMENT

GRAPHIC STANDARDS & VISUAL GUIDELINES

Samples of Social Hashtag Usage

The following are samples of the social hashtags in use on social media and branded collateral. The three branded hashtags approved for use are #ArmedForcesEntertainment, #ArmedForcesEnt and #AFETour. When promoting Armed Forces Entertainment events or sharing photos or videos from performances on social media, it is recommended to use an Armed Forces Entertainment hashtag.

Event/Venue Banner Sample Instagram #ArmedForcesEntertainment

AFE

A R M E D F O R C E SENTE R T A I N M E N T . C O M

Sample Twitter #ArmedForcesEnt

Tour T-Shirt

#AFETour Sample Twitter #AFETour

ARMED FORCES ENTERTAINMENT PRESENTS

Weisbaden Germany 10/15/16

Spangdahlem Germany 10/16/16

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The following information is intended for these audiences: Site Coordinators Entertainers & Management

PROMOTIONAL GUIDELINES AND STANDARDS

For your safety and the protection of Armed Forces Entertainment and its mission, we ask that you adhere to the following guidelines prior to, during and post tour.

Public Relations and Publicity • All press releases must be approved by Maren Minchew prior to distribution.

• The announcement of your tour on any social media, website, or in an interview capacity must be held until the official contract with Armed Forces Entertainment is completed.

• All promotional plans, website mentions, press releases, and social media mentions must be run in conjunction with Armed Forces Entertainment through Clara Guerrero.

• Armed Forces Entertainment must be mentioned in any interviews held prior, during and post tour when mentioning your tour.

• The term “AFE” should only be used in twitter as a hashtag. The full brand name of “Armed Forces Entertainment” must be used in any other capacity.

Images and Footage • Armed Forces Entertainment’s “Request for DOD Letter of Approval to Film/ Photograph Tour for Other than Personal Use” must be filled out and approved prior to a tour leaving if any video footage will be captured during the tour. The same applies for photos that will be used for a TV broadcast. Videos used in social media must also be approved.

• Armed Forces Entertainment requests your support and assistance regarding any photograph/video taken of the traveling talent or talent management team handling military weapons and ammunitions or operating military vehicles. The photograph/ video should remain as a personal memento and not displayed publicly and/or posted in any social media.

• Footage/photos of military personal drinking alcohol in uniform or anything that has the potential to tarnish the reputations of the individual, or worse lead to non- judicial punishment in uniform, are for personal use only and may not be shown on a website, social media or broadcast.

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PROMOTIONAL GUIDELINES AND STANDARDS

• Any groups that intend to collect footage on tour to be used in a commercial production (Movie, Documentary, TV program, etc.), must work with the Office of the Secretary of Defense Public Affairs (OSD PA) to complete a Production Assistance Agreement (PAA) in accordance with Department of Defense Instruction (DoDI) 5410.16. As part of this agreement, the accompaniment of a Department of Defense Public Affairs Officer (DoD PAO) on the tour at the expense of the touring group will be required.

Southwest Asia Tours • Prior to a tour to SWA, you may not promote specific locations of your tour and must use general dates rather than specifics of when you are there.

• During a tour to SWA, you may not mention where you are in any live interviews or on social media. You can only mention where you have been.

Promotional Material • Armed Forces Entertainment should be the prominent brand logo on all promotional material meaning the logo should be slightly larger than any other logos on promotional material.

• Any promotional material must meet Armed Forces Entertainment’s Brand Standards.

• All promotional materials made specifically for your tour, including T-shirts, hats, and other giveaways, must be approved by Brian Burke and Clara Guerrero.

• The Armed Forces Entertainment logo should be slightly larger than any other logos on promotional material. The support logo should be no more than 40% the size of the positioned Armed Forces Entertainment logo. This stipulation only relates to “reimbursable” promo items as well as promotional posters and autograph cards.

Autograph Cards • If Armed Forces Entertainment provided autograph cards for your tour, you must use the provided autograph cards rather than personal autograph cards.

14 BRAND STANDARDS, GRAPHIC & PROMOTIONAL GUIDELINES

This document addresses the visual guidelines and implementation of the Armed Forces Entertainment brand at all levels. For information regarding necessary files and formats, please visit www.armedforcesentertainment.com © October 2018