brand identity guidelines - ilsoyadvisor.com · correct incorrect positioning statement do not...

Brand Identity Guidelines

Updated February 22, 2011

Funded by the Illinois soybean checkoff.

2Funded by the Illinois soybean checkoff.

Table of Contents

3 The Importance of Brand 4 Dedication 5 Strategic Direction 6 Illinois Soybean Association Logo 7 Color Palette 9 Usage 10 Incorrect Usage 12 Minimum Clear Space & Minimum Size 13 Typography 14 Illinois Soybean Association Positioning Statement 15 Stationery 17 Business Cards 18 Websites, Videos, Presentations 19 Other Brands 20 Checkoff Attribution 24 Mission Statement


The Importance of Brand

A brand is a mark, a signature, an identity.

A brand is all an organization promises to be and all it will deliver.

A brand is a true representation of security, strength, personality.

More, a brand inspires loyalty, creates trust, builds equity.


Dedicated to Producers

We work for the benefit of Illinois soybean farmers, providing funding for research, promotion, and education programs to increase demand for Illinois soybeans and improve soybean profit potential. Our goal is to maximize Illinois soybean producers’ profitability by providing advocacy, education, and market development programs. The Illinois Soybean Association is the Illinois soybean farmers’ sole dedicated advocate on issues of soybean policy, regulation, and legislation. No other organization within the state devotes all of its energies—and loyalties—to the soybean grower.


Strategic Direction

VisionThe Illinois Soybean Association strives to enable Illinois soybean producers to be the most knowledgeable and profitable soybean producers around the world.

MissionTo ensure Illinois soy is the highest quality, most dependable, sustainable and competitive in the global marketplace.

ValuesProvide leadership to the Illinois soybean industry through commitment, perseverance and honor to achieve maximum profitability for each Illinois soybean producer.

Commitment: we are promising to…• Achieverespectupanddowntheorganizationalleadershipchain.• Carefortheprofessional,personalandspiritualwell-beingofourcolleagues.• Showrespecttowardallpeoplewithoutregardtorace,religionorgender.• Treateachindividualwithhumandignity.• Becommittedtopositivechangeandconstantimprovement.• Exhibitthehighestdegreeormoralcharacter,technicalexcellence,qualityandcompetenceinwhatwe

have been hired to do.• Worktogetherasateamtoimprovethequalityofourwork,ourpeopleandourselves.

Perseverance: we are promising to…• Nevergiveupandtaketheeasywayout.• Strivetofulfillthevision,mission,valuesandgoalsoftheorganization.• Focusoutcomesanddriveresults.• Providetheleadershiptomakeadifference.

Honor: we are promising to…• Conductourselvesinthehighestethicalmannerinallrelationships.• Dealhonestlyandtruthfullywithothers.• Makehonestrecommendationsandrespectthoseofothers.• Encouragenewideasanddeliverthebadnews,evenwhenitisunpopular.• Abidebyanuncompromisingcodeofintegrity,takingresponsibilityforouractionsandkeepingourword.• Fulfillorexceedourlegalandethicalresponsibilitiesinourpublicandpersonallives24hoursaday.• Dowhatisright.• BemindfuloftheprivilegetoserveIllinoissoybeanproducers.


Logo

The Illinois Soybean Association logo is our primary identifier to the world. It is made up of a logo icon and logo typography. The logo represents and conveys to our members the strength, security, and trust that are behind ISA. The logo may be used with or without the ISA positioning statement. To make the greatest possible impact, we must use and apply our logo consistently and accurately. That means never redrawing or rearranging its elements in any way. See pages 10 & 11 for examples of incorrect logo usage.


Color Palette

Color Treatment for LogoThis is the preferred color treatment for the Illinois Soybean Association logo. Use them as often as possible and alwaysinfull-colorreproductions.Fouroptionsareavailableforone-colorreproductionofthelogo: ISA Green, ISA Blue, black, and reverse.


Color Palette

Illinois Soybean Association GreenPANTONE®PMS361GreenCMYKCyan:69%,Magenta:0%,Yellow:100%,Black:0%RGBRed:79,Green:173,Blue:38WebSafeHex#4FAD26

Illinois Soybean Association BluePANTONEPMS541BlueCMYKCyan:100%,Magenta:57%,Yellow:0%,Black:38%RGBRed:7,Green:43,Blue:97Web Safe Hex #072B61

The colors shown here have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONEColorStandard.ConsultcurrentPANTONEColorPublicationsforaccuratecolorrepresentations.

PANTONE®isthepropertyofPantone,Inc.


Positive ApplicationsUsethefull-colorandone-colorlogoapplicationsonlightbackgrounds(lighterthan40percentblack).

Reverse ApplicationsOndarkbackgrounds(darkerthan40percentblack),thelogomustappearinreverse.

Usage


Incorrect UsageBelow are some—not all—examples of how NOT to apply the Illinois Soybean Association logo.

Do not use unauthorized colors.

soybean

I love the

Do not reduce the typography size. Do not rearrange the logo elements. Do not alter the letter spacing.

Do not alter the typography. Do not combine typography with other artwork.

Do not add elements to the logo.

Do not use the typography alone. Do not use the logo in copy.

Do not place the logo on complex backgrounds.

Do not distort the logo. Do not place the logo at an angle.


Incorrect Usage

Do not create an outline of the logo. Do not invert the logo colors. Do not reproduce the logo with gradients.

Do not place shapes behind the logo. Do not place the logo in a shape. Do not create new lockups.

Do not place the positive logo on a dark background.

Do not place the reverse logo on a light background.

SOY RUST TASKFORCE

Do not use a reverse symbol with solid typography.

Do not place the logo where a background is divided by color.


Minimum Clear Space & Minimum Size

Minimum Clear SpaceMaintain a clear space around the logo. This prevents text, illustrations, photos, or other elements from interfering with the logo’s legibility. More space is generally preferred.

FortheIllinoisSoybeanAssociationlogo,Xequalsthe height of the “o” in Soybean. Use this measure to determine the minimum amount of space required between the logo and other elements and text.

FortheISAlogo,theminimumclearspaceonallsidesisX.

Minimum SizeTo ensure readability, never reproduce the ISA logo smaller than one inch wide.

x

x x

x

x


Typography

The right typeface, used consistently, creates an effective presence and provides a sense of familiarity for the reader. It also will go toward creating a consistent look and feel throughout all communications. Use Conduit whenasansseriftypefaceisneeded(OptimaorVerdanaifConduitisnotavailable).UseAdobeCaslonProwhenaseriftypefaceisneeded(GaramondorTimesNewRomanifAdobeCaslonProisnotavailable).

Sans Serif Typefaces

ConduitABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

OptimaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

VerdanaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Serif TypefacesAdobe Caslon ProABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

GaramondABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Times New RomanABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890


The Illinois Soybean Association positioning statement – Producing Results – is our promise to our members. Used with our logo, it provides added reassurance of our potential and strength.

Note:TheISApositioningstatementmaybeusedasagraphicwithouttheISAlogo.However,donotchangethe nesting of the logo and positioning statement when using them together.

Onapplicationswherethepositioningstatementwillnotreproduceeasily(signs,embroidery),usethelogowithout the positioning statement.

To make the greatest possible impact, we must use and apply the positioning statement consistently and accurately. That means never redrawing or rearranging its elements in any way. See below for examples of incorrect positioning statement usage. The positioning statement will now be centered to create balance with the logo. The old alignment will no longer be used and is considered incorrect.

Correct

Incorrect

Positioning Statement

Do not alter the positioning statement typography or size.

Do not change the nesting of the logo and positioning statement when using them together.

Producing Results


StationeryLetterheadTimes font family, 12 pt.Margins:Top, 1.75 inchesBottom, 1.50 inchesLeft, 1 inchRight, 1 inch

Date

Addressee’s NameAddressee’s Title

Company NameStreet AddressCity,STZipCode

Salutation:

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Ut dem quo modit inciaturitem que ex escidunt, serspisquae exceper rovidem porporis utestio. Nam, eaquam repero doloreria nitis aliquatiur a velent, vid mo eum fugiandae voluptam, simod quo conserc hillore pelibusant ma coreic te con ni repe aliquun tiatatistiis most ant lit, susa eosande niendam, optaeculpa sitasimincto mo dolupti atquidunt poria sed eostorepudic te simin eos quati rerumqui corende stenit qui aut laborrum audia volorum sae as molum, omniani enimus dit ulpa delit antionsente quo eatis re sapis non essim quos natiostio consequi corrovi debisqui aciist, corrum di voluptatur aliqui cuscipiet harchil ilit magnitae veri consequunt, exero di alitatur, quis sent voluptior acest des excea cus et voluptam, cum latem ipsanda quae poriae quid.

Complementary close,

Sender’s NameSender’s Title

AB/abc

1605 Commerce ParkwayBloomington, IL 61704(309) 663-7692 telephone(309) 663-6981 faxemail: [email protected]


EnvelopesThe #10 envelope is the standard envelope size. The Illinois Soybean Association logo appears in the upper left corner of the envelope, in a position similar to its place on the letterhead.

Stationery

1605 Commerce ParkwayBloomington, IL 61704

Addressee’s NameAddressee’s TitleCompany NameStreet AddressCity,STZipCode


All Illinois Soybean Association business cards are designed in a precise layout with specific placement of names, titles, and contact information to ensure consistency and uniformity among different cards.

Business Cards

1605 Commerce ParkwayBloomington, IL 61704www.ilsoy.org

Phone: (309) 663-7692Cell: (618) 535-7937Fax: (309) 663-6981Email: [email protected]

Amy RoadyCommunications Manager

Our Mission:

To ensure Illinois soy is the highest

quality, most dependable, sustainable and

competitive in the global marketplace.


Websites, Videos, PresentationsInvideo,computer,andmultimediaapplications,thelogomustappearinitsfull-colorform.Usageinthesemedia must follow all guidelines stated in this manual. The logo should never twirl, fade, or roll onto the screen.

WebsitesThe look and feel of all Illinois Soybean Association website pages should echo the brand identity portrayed in allprintmaterials.Referencethismanualforspecificcolor-andlogo-useguidelines.

WebsafehexcodesfortheISAbrandcolorsareasfollows:ISABlue:#072B61ISAGreen:#4FAD26

The approved typeface for all website text is Verdana. Secondary typefaces, to be used only if users’ computers cannot locate Verdana, are Arial and Helvetica, in that order.

ISAcontactinformation(address,phone,fax)shouldappearatthebottomofeachwebpage.

PresentationsMultimediaoron-screenpresentations using Microsoft PowerPoint or other electronic presentation formats should use the approved presentation template. At right you’ll see that the logo is consistently located to provide for instant recognition and ease of viewing. Brand colors and fonts are incorporated to maintain the look and feel consistent with the ISA brand identity.

ElectronicPowerPointtemplatefiles are available upon request – avoid recreating templates. Contact McDaniels Marketing Communications at (309)346-4230.


ApplythesamerulesforminimumsizeandclearspaceforthefollowingotherIllnoisSoybeanAssociationlogos:

Other Brands

PANTONE®PMS361GreenC:69%,M:0%,Y:100%,K:0%R:79,G:173,B:38

PANTONE®PMS147BrownC:51%,M:52%,Y:100%,K:36%R:99,G:86,B:35


PANTONE®PMS447GrayC:16%,M:0%,Y:31%,K:82%R:68,G:77,B:62



SOYBEANP R E M I U M S . O R G

PANTONE®PMS1245BrownC:8%,M:28%,Y:84%,K:0%R:234G:184,B:72

Black


PANTONEPMS541BlueC:100%,M:57%,Y:0%,K:38%R:7,G:43,B:97

PANTONE®PMS7502BeigeC:11%,M:15%,Y:40%,K:0%R:227,G:208,B:163


Black


PANTONE®PMS320-1BrownC:76%,M:89%,Y:95%,K:13%R:91,G:59,B:52


Itisimportanttoclearlyandnoticeablyincludecheckoffattributionforallcheckoff-fundedprojectsandefforts. The attribution should be incorporated as early as possible in all press releases, articles, ads, brochures, reports and other collateral. By providing this connection, Illinois soybean growers, Illinois Soybean Association members, the media and the general public will be better informed of the use of these dollars across Illinois and the United States.

Incorporating the Checkoff AttributionISA approved three different phrases and four graphics for checkoff attribution, the use of which is determined by the particular project/effort being described. Please note that the authorized phrasing may be adjusted slightly to accommodate the context in which it will appear, as illustrated below.

1. General UseA general use situation is classified as anything related to the checkoff when no other organizations assisted with funding or knowledge of other contributors is not known.

Approved Phrase“FundedbytheIllinoissoybeancheckoff.”

Sample Language“FundedbytheIllinoissoybeancheckoff,thesocialmediainitiativessupportissuesandprogramsthatareimportant to soybean farmers, educators, industry influencers and other key audiences.” “The 2010 Yield Challenge – funded by the Illinois soybean checkoff – was established as a way to help ensure Illinois’ position as a global leader in soybean production.”

Approved Graphics

Checkoff icon at side. Checkoff icon at top.

Checkoff Attribution

Funded by the Illinois soybean checkoff. Funded by the Illinois soybean checkoff.

21Funded in part by the Illinois soybean checkoff.

2. Partial FundingWhen the project or effort is funded by both the checkoff and membership or funded by groups outside of the IllinoisSoybeanAssociation,otherQualifiedStateSoybeanBoardsorUnitedSoybeanBoard,theattributionlanguage should be adjusted to reflect this fact.

Approved Phrase“FundedinpartbytheIllinoissoybeancheckoffandxxx.”(Insertotherfundingsource,ifknown.)

Sample Language“Animal Agriculture – funded in part by the Illinois soybean checkoff – will help increase protein available to the world.”

“The Illinois Soybean Association provides the following materials – funded in part by the Illinois soybean checkoff – to assist you in presenting lessons on soybean production, soybean uses and agriculture.”

Approved Graphics

Checkoff icon at side. Checkoff icon at top.

Funded in part by the Illinois soybean checkoff. Funded in part by the Illinois soybean checkoff.


22Funded in part by the Illinois soybean checkoff.

3. Non-CheckoffIfaprojectoreffortisfundedwithnon-checkoff(membership)dollars,youwouldnotreferencethesoybeancheckoff in any way. This includes all references to funding for legislative/public affairs uses, as checkoff dollars arenoteligibleforthesepurposes.(Note:Thereisnographicfornon-checkoffattribution.)

Approved Phrase“FundedbyIllinoisSoybeanAssociationmembershipdollars.”

Sample Language“EffectiveinbothSpringfieldandWashington,thisprocess–fundedbyISAmembershipdollars–hasachievedmany legislative successes.”

“The Illinois Soybean Association’s pursuit of favorable state and national legislation is funded by membership dues and generous support from our SoyConnect partners.”

4. Checkoff Attribution as a TaglineWhen not incorporated in the text, one of the approved attribution phrases must be used at the end of the copy to provide the proper credit when checkoff funds are used. The ISA’s primary font, Conduit, should be used when the attribution is included as a tagline. If this font is not available, Optima or Verdana may be used as a substitute.

The tagline should be found on the bottom right corner of the last page of a printed piece, unless not graphically feasible.Inallcases,thetextshouldbeclearlylegible,initalicsandadheretothefollowingguidelines:

• DonotgroupthetaglinewiththeISAlogoandpositioningline—bemindfuloftheappropriateclearspace.

• Whereapplicable,thetaglineshouldappearintheapprovedISAblue.Blackorreversewouldalsobeappropriate.

• Clothingitemsalsomustgivecredittothesoybeancheckoff.Forshirts,hatsandotherarticlesofclothing,soybean checkoff should appear wherever artistically feasible.



5. Using the ISA & Checkoff Attribution LogosBoth the ISA and an appropriate checkoff attribution logo should be used on all pieces funded or funded in part by the Illinois soybean checkoff. When utilizing both logos, you still must adhere to all of the applicable guidelinesforthosegraphics(seepages6-12fortheISAlogo;pages20-22forthecheckofflogo).Inaddition,both logos should be clearly and prominently featured on the page, with their specific placement depending on the particular document’s layout. Please use your best judgment when choosing how to incorporate them into the design.

Belowaresomeexamplesofcorrectusageofthetwologos:




Correct Usage




The Illinois Soybean Association Mission Statement may be incorporated into official ISA communications, such as websites, newsletters, weekly updates and business cards.

BelowareexamplesofcorrectandincorrectusageoftheISAMissionStatement:

Correct Usage

Incorrect Usage

Mission Statement

MissionTo ensure Illinois soy is the highest quality, most dependable, sustainable and competitive in the global marketplace.

To ensure Illinois soy is the highest quality, most dependable, sustainable and competitive in

the global marketplace.

Followthetypographyguidelinesoutlinedonpage13.

Optional graphic version, usually used on the website or in emails.

Themissionstatementshouldnotbeconfusedwiththepositioningstatement-itshouldnotbecombinedwiththeISAlogo.

For more information on the Illinois Soybean Association brand identity, please contact:Amy Roady, ISA Communications Manager, at (309) 808-3610 or email [email protected]; or

McDaniels Marketing Communications at (309) 346-4230.


1605 Commerce ParkwayBloomington, IL 61704(309)663-7692phone(309)663-6981fax

www.ilsoy.org

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