Logo and Graphics Standards

Updated January 2019 Table of Contents Introduction 3 NPA Mission and Vision 4 NPA Logo 5 Member Logo 5 Other Logo Uses and Icon 6 Vertical Logo Application 6 Icon Application 6 How to Use the NPA Logo 7 Logo Clear Space 7 Logo Minimum Size 7 How Not to Use the NPA Logo 8 Primary Color Palette 9 Secondary Color Palette 10 Typography 11 Primary Typeface 11 Secondary Typefaces 12 Photography 13 Contact Us 14

NPA BRANDING GUIDE | 2 Introduction Standards—provides direction to program leaders on the appropriate use of the NPA logo, NPA Member logo and other visual elements. We encourage program leaders to review the guide and share it with your volunteers and contractors who provide design or web services to your program or other organizations with whom your program partners.

The new NPA logo was revealed on Oct. 22, 2018 at the NPA Annual Conference in Portland, OR. Its design reflects that the core of the PACE model is the interdisciplinary team (IDT). This is illustrated by the 11 continuous loops of the logo which correspond to the 11 members of the IDT. The intersecting loops depicts the constant movement and actions of the IDT to surround the participant with care. The loops can also loosely represent the heads of the individuals. The radiating colors represent the changing care and services PACE provides over time. The circle formed in the center represents the participant who is at the center of PACE. The roundness of a circle denotes softness and caring. The color choices for the logo are bright and hopeful. Its abstract shape will scale nicely in large and small applications, and the logo icon can stand alone as a symbol of the association. As we develop the brand recognition of this logo, the symbol will become more synonymous with PACE and NPA. The choice of a more contemporary font for “National PACE Association” offsets the new brand nicely.

Requests from third parties to use the general NPA logo should be directed here to communications@ npaonline.org. Programs may not authorize external or third-party use of the NPA logo.

NPA BRANDING GUIDE | 3 To provide leadership and support for the Mission growth, innovation, quality and success of the PACE® model of care.

The PACE model of care is recognized Vision among consumers, health care providers and government leaders as the most innovative, accessible, valuable and effective model of care promoting the highest level of independence for individuals with significant health care needs.

Support. Innovate. Lead.

NPA BRANDING GUIDE | 4 NPA Logo

NATIONAL The NPA logo is a circular logo with 11 loops. The formal color logo is made up of a gradient, using the three primary palette logo colors of Pantone® 425 (red), 116 (yellow), and 2597 (purple). Use the gradient PAASSOCIATIONCE logo whenever possible, particularly in high- Support. Innovate. Lead. visibility applications or when NPA is the main message of the communication.

The logo mark is paired with the name National PACE Association in both Avenir Next and Cronos Pro fonts. The text is colored using Pantone 425 (gray), or the CMYK Member Logo equivalent, which you can find on page 10 of this guide. The triumvirate underneath the main logo is also Pantone 425 with Avenir NATIONAL Next Condensed Italic.

The logo can be printed using CMYK colors when Pantone is not available.

PAASSOCIATIONCE National PACE members are not to use the logo mark without the text “National PACE MEMBER Association.” Support. Innovate. Lead.

NPA BRANDING GUIDE | 5 Other Logo Uses and Icon

Vertical Logo Application

Primary Logo, Gradient Black Pantone 2597 (Purple) Reverse, White on Pantone 2597

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Icon Application

Primary Icon, Gradient Black Pantone® 2597 (Purple) Pantone 285 (Red)

Pantone® 116 (Yellow) Pantone 425 (Gray) Pantone 7705 (Blue)—Secondary Color

The logo or icon can be reversed out (white) in purple (as shown above), red or blue (secondary color). It cannot be reversed out in yellow. The gradient logo cannot be reversed out in any color.

NPA BRANDING GUIDE | 6 How to Use the NPA Logo

Logo Clear Space and Minimum Size

Clear space around the logo should measure half the height of the word “PACE” in the logo. A minimum amount of clear space should surround the NPA logo, separating it from other elements such as headlines, text, imagery, or the outside edges of exterior signage. This clear space ensures legibility and visual impact. Without this, the art could become increasingly tight. Whenever possible, additional clear space is preferred.

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Minimum Size

NATIONAL One-half inch (3p) height is the minimum size PAASSOCIATIONCE horizontally.

NATIONAL One-half inch (3p) width is the minimum size

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NPA BRANDING GUIDE | 7 How Not to Use the NPA Logo

Do not disproportionately stretch the logo Do not disproportionately stretch the logo horizontally or vertically. horizontally or vertically. Do not put the logo on an angle.

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Do not put the logo on an angle Do not modify the colors of the logo. Do not change the fonts of the logo.

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Do not screen back the logo. Do not place text or objects Do not add a drop shadow or within the clear space. make the logo 3D.

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Do not reverse the logo in any other color Do not place the gradient logo on any than specified in this guide. background other than white. Do not use the official logo NATIONAL NATIONAL

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NPA BRANDING GUIDE | 8 Primary Color Palette The NPA logo is composed of four colors: red, yellow, purple and gray. These are the main corporate colors to be used with any secondary colors as they play a critical role in defining the visual identity of NPA.

Shown below are the specifications for the NPA spot (Pantone), CMYK, RGB and Hex color builds. General application uses for the various color modes are as follows:

• Pantone: Promotional and spot-color printing • CMYK: Digital and process printing • RGB and Hex Colors: Web, video, screen and Microsoft Office software applications

Pantone 485 CMYK: 6 C, 98 M, 100 Y, 1 K RGB: 225 R, 37 G, 27 B Hex: #e1251b

Pantone 116 CMYK: 1 C, 18 M, 100 Y, 0 K RGB: 255 R, 205 G, 0 B Hex: #ffcd00

Pantone 2597 CMYK: 80 C, 100 M, 7 Y, 2 K RGB: 92 R, 15 G, 139 B Hex: #5c0f8b

Pantone 425 CMYK: 66 C, 56 M, 53 Y, 29 K RGB: 83 R, 87 G, 90 B Hex: #53575a

NPA BRANDING GUIDE | 9 Secondary Logo Palette When the primary color palette is not enough, additional colors may be used to provide contrast or highlight other graphic elements.

Color options that work well with the primary color palette are shown below. (These secondary colors are not to be used in the NPA logo.)

CMYK: 90 C, 38 M, 100 Y, 37 K CMYK: 22 C, 86 M, 100 Y, 15 K Pantone 7705 RGB: 1 R, 88 G, 40 B RGB: 174 R, 62 G, 3 B CMYK: 100 C, 47 M, 26 Y, 4 K Hex: #015828 Hex: #ae3e03 RGB: 0 R, 110 G, 150 B Hex: #006e96

CMYK: 42 C, 32 M, 99 Y, 7 K CMYK: 25 C, 100 M, 100 Y, 27 K RGB: 152 R, 147 G, 54 B RGB: 149 R, 10 G, 3 B Hex: #989336 Hex: #950a03

CMYK: 42 C, 100 M, 26 Y, 7 K CMYK: 0 C, 44 M, 100 Y, 0 K RGB: 152 R, 9 G, 108 B RGB: 255 R, 159 G, 13 B Hex: #98096c Hex: #ff9f0d

NPA BRANDING GUIDE | 10 Typography

Primary: Cronos Pro Cronos Pro Light Cronos Pro Light Italic Cronos Pro Regular The NPA typography system consists of Cronos Pro Regular Italic two main type families: Cronos Pro and Cronos Pro Semibold Avenir Next. Cronos Pro Semibold Italic To maintain consistency in our graphic Cronos Pro Bold identity, it is recommended that copy be Cronos Pro Bold Italic set in typefaces from these two families.

While both the Cronos Pro and Avenir Next typefaces work well as body copy in almost all applications, the Avenir Next Condensed and Avenir Next typefaces are recommended for elements such as headings, subheads, and text and figures in charts.

Cronos Pro is a free Adobe font available with a working license of Adobe Creative Cloud. (https:// fonts.adobe.com/fonts/ cronos)

Avenir Next and Avenir Next Condensed are computer fonts. In cases where they are unavailable, such as Microsoft Applications, https://fonts.adobe.com/ fonts/acumin may be used as a substitute.

You also may contact the NPA Communications team Communications@ npaonline.org to request usage of the fonts.

NPA BRANDING GUIDE | 11 Typography

Secondary: Avenir Next Avenir Next Ultra Light Avenir Next Ultra Light Italic Avenir Next Regular Avenir Next Regular Italic Avenir Next Medium Avenir Next Medium Italic Avenir Next Demi Bold Avenir Next Demi Bold Italic Avenir Next Bold Avenir Next Bold Italic Avenir Next Heavy Avenir Next Heavy Italic

Secondary: Avenir Next Condensed Avenir Next Ultra Light Avenir Next Ultra Light Italic Avenir Next Condensed Regular Avenir Next Condensed Regular Italic Avenir Next Condensed Medium Avenir Next Condensed Medium Italic Avenir Next Condensed Demi Bold Avenir Next Condensed Demi Bold Italic Avenir Next Condensed Bold Avenir Next Condensed Bold Italic Avenir Next Condensed Heavy Avenir Next Condensed Heavy Italic

NPA BRANDING GUIDE | 12 Photography

The power of a photograph should never be underestimated. One image often can have a greater impact than a full page of text. A photo can help the audience connect with the narrative by bringing it to life or adding information.

The best photos are simple and direct and feature real people, not models. They show interaction to reflect relationships. The people should look natural, and the photos should reflect an appropriate mix of race, age and gender so the material is relatable to all audiences.

Consent forms are necessary for all participants, family members, volunteers and staff included in photos that represent PACE. It is important to show diversity in the photo or in the series of photos being used. Be mindful that the photo may be viewed by someone who does not know PACE, so the activity depicted should be one that would occur in a PACE program.

Showing participants engaged with one another or with caregivers makes for a good photo. When selecting a photo, consider the area behind the subjects as well. Objects in the background can detract from the subjects if they draw too much attention, don’t provide enough contrast, or change in contrast or color.

NPA BRANDING GUIDE | 13 Robert Greenwood Contact Us Senior Vice President of Public Affairs, 703-535-1522 [email protected]

Nicole Daughters Manager of Digital and Graphic Design, 703-535-1563 [email protected]

Sherry Fox Communications Manager, 703-535-1562 [email protected]

NPA BRANDING GUIDE | 14