brand guidelines - national industries for the blind · brand guidelines ensure that nib, its...

National Industries for the Blind • Brand Guidelines i

BRAND GUIDELINESUPDATED NOVEMBER 2018

19nI2-1921

National Industries for the Blind • Brand Guidelines

01. Introduction

02. Logo Alignment

03. NIB Logo Specifications

04. NIB Logo Usage

05. NIB Logo Usage on Active Backgrounds

06. Incorrect NIB Logo Usage

07. NIB Logo Sizing

08. NIB Typography

09. SKILCRAFT® Logo Specifications

10. SKILCRAFT Registration Mark Specifications

11. SKILCRAFT Logo Usage

12. SKILCRAFT Logo Usage on Active Backgrounds

13. Incorrect SKILCRAFT Logo Usage

14. SKILCRAFT Logo Sizing

15. AbilityOne® Logo Specifications

16. AbilityOne Registration Mark Specifications

17. AbilityOne Logo Usage

18. Incorrect AbilityOne Logo Usage

19. AbilityOne Logo Sizing

20. AbilityOne Packaging Logo

21. Tags and Copy Tips

22. Putting People First

23. Contact

TABLE OF CONTENTS

National Industries for the Blind • Brand Guidelines 1

An organization’s brand is one if its most important assets. Brands do more than simply identify an organization’s product and service offerings – they help capture and communicate the organization’s identity. Whether you’re developing packaging for products, creating marketing materials or writing content for publications, it’s essential that you know and follow the guidelines for correct use of brands.

This brand guideline is a resource that explains proper usage of the NIB, SKILCRAFT®, and AbilityOne® Program brand elements.

INTRODUCTION

The guidelines in this document describe approved use of brands that National Industries for the Blind (NIB) owns (i.e., NIB and SKILCRAFT), as well as the AbilityOne Program brand, which NIB and its associated nonprofit agencies use. For further guidance on use of the AbilityOne Program brand contact [email protected].

Brand guidelines ensure that NIB, its associated agencies and other stakeholders use our brands appropriately and consistently. Adhering to brand guidelines helps safeguard NIB’s corporate

identity; consistent and proper use of logos, typefaces, colors and fonts helps our customers and business partners recognize the NIB or SKILCRAFT brands and associate them with our mission to create jobs for people who are blind.


To ensure prominence and clarity when all three logos are presented together, align each logo to its respective baseline. There should be a clear space of at least .25” on all four sides of the logos.

Follow these spacing and alignment guides when placing the logos next to others.

LOGO ALIGNMENT

.25”.25” .25”.25”

.25”

.25”

The left-to-right sequence for the three logos should be:

1. NIB (left-most)

2. SKILCRAFT (middle)

3. AbilityOne® (right-most)


The NIB logo is designed using Pantone® 7461C. If using the Pantone® color is not an option, the CMYK (4C) logo should be used.

Futura STD Extra Bold Oblique is the typeface of the mark (NIB). Impact is the typeface of the signature spelling out National Industries for the Blind below the mark.

The “An AbilityOne® authorized enterprise.” lock-up is presented in the Myriad Pro Bold Condensed typeface.

Logo files available have been typeset and converted to artwork for your use. The logo should not be recreated under any circumstance.

NIB LOGO SPECIFICATIONS

Mark

Signature

Futura STD Extra Bold ObliqueAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0

ImpactAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0

Myriad Pro Bold CondensedAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0

PANTONE® 7461CCMYK: 96 • 41 • 5 • 1RGB: 0 • 124 • 187HEX: #007CBB

NIB Blue for coated stock

PANTONE® 7460UCMYK: 93 • 29 • 9 • 0RGB: 0 • 140 • 193HEX: #008CC1

NIB Blue for uncoated stock

100% BLACKCMYK: 0 • 0 • 0 • 100RGB: 0 • 0 •0 HEX: #000000

NIB Authorized Black

AbilityOne tagline


2

3

NIB LOGO USAGE

1Acceptable Logo Forms

1. The full color logo may be used over a white or solid color background, provided the background is a light or neutral color that complements the color scheme.

2. The white NIB logo should be used on dark, solid color backgrounds.

3. The black NIB logo may be used over a white or solid color background, provided the background is a neutral color or complements the color scheme.


NIB LOGO USAGE ON ACTIVE BACKGROUNDS

Acceptable Usage Over Active Backgrounds:

1. The full color NIB logo is only used over backgrounds offering enough contrast for the entire logo.

2. The NIB logo may be reversed out to white over busier backgrounds as long as there is sufficient contrast to separate the logo from the background.

3. The single color, black NIB logo is only used over light backgrounds.

1

2

3


INCORRECT NIB LOGO USAGE

The examples below show incorrect logo use. Always use approved electronic artwork and follow the usage specifications in these branding guidelines.

Do not use former logo colors.Do not add visual effects to the logo. Do not rearrange the logo.

Do not screen the logo. Do not change the proportion of any element of the logo.

Do not change the typeface. Do not place the logo on an active background that affects readability.

Do not distort the logo in any way.

NIB


NIB LOGO SIZING

Less than .75”Greater than 1”

.25”

.25”

.25”

.25”

Negative Space Around the Logo

To ensure prominence and clarity of the logo block, there must be at least .25” of clear space on all four sides.

Minimum Size Requirements

If the logo is less than the minimum width of 1”, it can appear without the signature below the NIB mark.


The standard NIB font is Arial. The standard text size is 12 point. Arial, a commonly used sans serif typeface, increases readability for people with visual impairments. It is preferred in all emails, letters, faxes, draft documents and other pieces of correspondence.

Headings or subheadings use Arial 14 point. You may use italics, bold or underlining to draw attention to a word or phrase.

Using color to attract attention to a certain word or phrase is acceptable, provided color is used sparingly. Overuse can make color less effective. For maximum impact, use high-contrast colors.

Because of NIB’s audiences, large print text may be necessary in some instances. Documents created using large print should follow NIB standards but use Arial Bold 18 pt.

NIB TYPOGRAPHY

Arial Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

Arial ItalicAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

Arial BoldAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890


SKILCRAFT LOGO SPECIFICATIONS

The SKILCRAFT® logo uses Pantone® 485C for the waving “flag” mark and black at 100% for the signature. If using the Pantone® color is not an option, the CMYK (4C) logo should be used.

Univers 85 Extra Oblique is the typeface for the signature. The logo files available have been typeset and converted to artwork for your use. The logo should not be recreated under any circumstance.

100% BLACKCMYK: 0 • 0 • 0 • 100RGB: 0 • 0 •0 HEX: #000000

SKILCRAFT® BlackSKILCRAFT® Red

PANTONE® 485CCMYK: 0 • 81 • 87 • 15RGB: 218 • 41 • 28HEX: #DA291C

Flag Signature

Univers 85 Extra Oblique

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0


SKILCRAFT REGISTRATION MARK SPECIFICATIONS

SKILCRAFT® is a registered trademark owned and licensed by National Industries for the Blind. All logo files provided include the registration mark and should be used on all branding materials.

In most cases, the SKILCRAFT logo should be used as the primary identifier. When formatting the mark in text, for the first appearance, apply the font superscript setting to raise the registration mark to the top edge of the letter “T” as shown here: SKILCRAFT®. After the first use, present SKILCRAFT in capital letters, but omit the registration mark.

When SKILCRAFT is used in a title or headline, other typestyles can be applied, but the name must appear in capital letters. Please use these alternate settings only for display headlines – not as a substitute or replacement for the approved logo.

Registration Mark

Do NOT use the logo as text in body copy.

See “Tags and Copy Tips” for additional guidance.


SKILCRAFT LOGO USAGE

Acceptable Logo Forms:

1. The full color SKILCRAFT® logo may be used over a white or light colored background, provided that the background is a light or neutral color that complements the color scheme.

2. Alternate SKILCRAFT logos may be used on solid color backgrounds with the flag in red, and the signature reversed out in white.

3. A single color SKILCRAFT logo may be used over a white or light colored background. If the background is solid and dark, the SKILCRAFT logo can be reversed out to white. In the example at right, both the flag and the signature are black.

4. The SKILCRAFT logo may be used alone without the flag graphic ONLY when printed on actual products, such as pens, where the space is simply too small to accommodate the flag. On products, the logo may be embossed as shown.

1

2

3

4


SKILCRAFT LOGO USAGE ON ACTIVE BACKGROUNDS

Acceptable Usages Over Active Backgrounds:

1. The full color SKILCRAFT® logo is only used over backgrounds offering enough contrast for both the waving “flag“ mark and the signature to stand out. An outlined version of the full color logo can be used on busier backgrounds.

2. The alternate SKILCRAFT logo should only be used over dark backgrounds that allow the red waving “flag” mark to be clearly visible. The SKILCRAFT logo may be reversed out to white over busier backgrounds as long as there is sufficient contrast to separate the logo from the background.

3. The single color, black SKILCRAFT logo is only used over light backgrounds. An outlined version of the black logo can be used on busier backgrounds.

1

2

3


INCORRECT SKILCRAFT LOGO USAGE

craft


Do not screen the logo.

Do not change the typeface.

Do not change the proportion of any elements within the logo.

Do not use former logo applications.

Do not change the colors of the logo.

Do not add visual effects to the logo. Do not separate the logo mark from the logo type.

Do not place the logo on an active background that affects readability.


SKILCRAFT LOGO SIZING

.25”

.25”

.25”

.25”

.75”


To ensure prominence and clarity of the logo block, there must be at least .25” of clear space on all four sides.


For maximum legibility, the logo must NOT be reproduced smaller than .75” in width.


Avenir Black


The AbilityOne® Program logo uses Pantone® 193C, 534C and 293C. If the Pantone® color is not an option, the CMYK (4C) logo files should be used.

Avenir Black is the typeface of the AbilityOne logo. The logo files available have been typeset and converted to artwork for your use. The logo should not be recreated under any circumstance.

PANTONE® 193CCMYK: 2 • 100 • 60 • 11RGB: 209 • 18 • 66HEX: #D11242

AbilityOne Red

PANTONE® 534CCMYK: 95 • 72 • 9 • 38RGB: 23 • 74 • 124 HEX: #174A7C

AbilityOne Dark Blue

PANTONE® 293CCMYK: 100 • 38 • 0 • 2RGB: 0 • 103 • 177 HEX: #0067B1

AbilityOne Light Blue

ABILITYONE LOGO SPECIFICATIONS


ABILITYONE REGISTRATION MARK SPECIFICATIONS

When formatting the mark in text, apply the font superscript setting to raise the registration mark to the top edge of the letter “e” as shown: AbilityOne®. The registration mark should also be used the first time AbilityOne is used on a page, or in a chapter or document section. Do not use the registration mark when the word AbilityOne is used again on the same page, or subsequent pages within the same chapter or document section.

See “Tags and Copy Tips” for additional guidance.

Registration Mark


2

3

1

ABILITYONE LOGO USAGE

Acceptable Logo Forms

1. The full color logo may be used over a white or solid color background, provided the background is a light or neutral color that complements the color scheme.

2. The white AbilityOne® logo should be used on solid color backgrounds.

3. The black AbilityOne logo maybe used over a white or solid background, provided the background is a neutral color or complements the color scheme.


INCORRECT ABILITYONE LOGO USAGE

Ability One

Program

Do not screen the logo.

Do not change the typeface. Do not place the logo on an active background that affects readability.

Do not change the proportion of any elements within the logo.

Do not change the colors of the logo.

Do not distort the logo in any way.

Do not add visual effects to the logo. Do not rearrange the logo.



ABILITYONE LOGO SIZING

.25”

.25”

.25”

.25”

.5”


To ensure the prominence and clarity of the logo block, there must be at least .25” of clear space on all four sides.


For maximum legibility, the logo must NOT be reproduced smaller than .5” in width.


ABILITYONE PACKAGING LOGO

The AbilityOne packaging logo is designated exclusively for items on the Procurement List. This variation features the AbilityOne wordmark and symbol in a horizontal lockup.

This variation is intended exclusively for packaging applications and should never be used in place of the primary signature in any other brand communications.

Only use the approved digital art files.

For complete AbilityOne packaging logo guidelines, contact Catherine Schultz, Branding & Packaging Manager at [email protected].

Avenir Black


PANTONE® 193CCMYK: 2 • 100 • 60 • 11RGB: 209 • 18 • 66HEX: #D11242

AbilityOne Red

PANTONE® 534CCMYK: 95 • 72 • 9 • 38RGB: 23 • 74 • 124 HEX: #174A7C

AbilityOne Dark Blue


TAGS AND COPY TIPS

Follow these guidelines when using the word SKILCRAFT® in headlines and body copy.

1. Do not use the registration mark with the word SKILCRAFT in headlines or sub-headings, except as part of an official product name. For example: CORRECT headline or sub-heading text: New SKILCRAFT Products Now Available SKILCRAFT®/Zebra Retractable Pen INCORRECT headline or sub-heading text: New SKILCRAFT® Products Now Available SKILCRAFT/Zebra Retractable Pen

2. In body copy, use the registration mark the first time the word SKILCRAFT is used on a page, or in a chapter or document section. Do not use the registered symbol when the word SKILCRAFT is used again on the same page, or subsequent pages within the same chapter or document section.

3. Always use the registration mark with SKILCRAFT when writing official product names, either in body copy or headlines and subheads.

Follow these guidelines when using the word AbilityOne® Program in headlines and body copy.

1. Do not use the registration mark with the word AbilityOne Program in headlines or subheads.

2. In body copy, use the registration mark the first time the word AbilityOne Program is used on a page, or in a chapter or document section. Do not use the registered symbol when AbilityOne Program is used again on the same page, or subsequent pages within the same chapter or document section. Note the registration mark goes after AbilityOne® not after Program.

NIB Mission StatementTo enhance the opportunities for economic and personal independence of persons who are blind, primarily through creating, sustaining and improving employment.

NIB DescriptionNIB and its nationwide network of associated nonprofit agencies are the nation’s largest employer of people who are blind. NIB delivers best value solutions – affordable, high quality products and services tailored to customer requirements – all while helping people who are blind build meaningful careers.

SKILCRAFT Description Established in 1952, SKILCRAFT® is the brand name for quality products made by people who are blind. SKILCRAFT is a registered trademark owned and licensed by NIB.

Trademark NotificationSKILCRAFT® is a registered trademark owned and licensed by National Industries for the Blind.


PUTTING PEOPLE FIRST

Too often we are not aware of how our communications reinforce stereotypes and misconceptions about people who are blind or have significant disabilities. Simply by remembering to always refer to the person first, before the disability, helps to avoid negative connotations and patronizing language.

The following tips will help your communications be more accurate.

By adopting this language, you will further empower the SKILCRAFT® brand and its products.

More important, you will help eliminate misconceptions and negative attitudes about the skilled, hardworking people who create them.

Preferred language:

Products created with pride by Americans who are blind

People with disabilities, the disability community

People who are blind, the blindness community

Has (specify disability)

Born with (specify disability)

Uses a wheelchair

Hearing and speech impaired

Persons/individual with a disability

Employees

Workplace, work environment

Outdated language:

Quality blind-made products

The disabled

Blind people

Afflicted with (specify disability), suffers from (specify disability)

Has a birth defect

Confined to a wheelchair

Deaf and dumb

Handicapped

Workers

Workshop


CONTACT

Remember, alterations to the NIB, SKILCRAFT®,or AbilityOne® logos, are NOT permitted. To maintain continuity, use the electronic master files of these elements whenever possible in the assembly and reproduction of our brand identifiers. We appreciate your cooperation and feel confident that by applying these standards consistently, we will strengthen our marketing efforts by building brand awareness.

If you have questions or concerns, contact:

Lisa Koroma Communications Design ManagerNational Industries for the BlindPhone: 703-310-0514Email: [email protected]