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  • OFFICIAL BRAND GUIDE

  • Lone Survivor Foundation Official Brand Guide • August 2019 LoneSurvivorFoundation.org

    WHO WE ARE

    MISSION The Lone Survivor Foundation restores, empowers, and renews hope for our wounded service members and their families through health, wellness, and therapeutic support.

    DESCRIBING LONE SURVIVOR FOUNDATION The following is approved text for use in describing the foundation:

    Lone Survivor Foundation provides support for wounded service members, their spouses, children, and care partners by empowering them with helpful techniques and tools addressing Post Traumatic Stress (PTS), mild Traumatic Brain Injury (mTBI), Chronic Pain, and Care Partner Stress. Lone Survivor Foundation restores, empowers, and renews hope for our wounded service members and their families through health, wellness and therapeutic support.

    MARCUS LUTTRELL Do not use any language that implies an endorsement from Marcus Luttrell, or that implies his attendance or involvement with any event or promotion. The following statement is the only instance in which Marcus Luttrell’s name can be used on promotional materials:

    The Lone Survivor Foundation is a Federal 501(c)3 non-profit founded in 2010 by Navy SEAL (Ret.) Marcus Luttrell.

    The following trademarks are not owned by Lone Survivor Foundation and we cannot

    approve their use in connection with any beneficiary event or promotion:

    Marcus Luttrell (other than as specified above) – for example “The Marcus Luttrell rifle”

    Lone Survivor (this is a separate trademark from Lone Survivor Foundation)

    – for example “The Lone Survivor watch”

    Team Never Quit (this is a separate organization, and is not connected to Lone Survivor Foundation)

    Patriot Tour (this event is not connected with LSF)

    • ONE-ON-ONE COUNSELING • GROUP EDUCATIONAL SESSIONS • COMBAT TRAUMA SPECIFIC YOGA • NEUROFEEDBACK • ACCELERATED RESOLUTION THERAPY (ART)

    • OTHER CUTTING EDGE THERAPIES

    WHAT WE DO NOT DO AT OUR PROGRAMS

    • WEAPONS AND ALCOHOL ARE NOT PERMITTED AT OUR FACILITIES • ANYTHING INVOLVING AGGRESSIVE BEHAVIOR (FIGHTING, BOXING, ETC.)

    • LSF PROGRAMS MAY INCLUDE TIME FOR RECREATIONAL ACTIVITIES, BUT RECREATION IS NOT THE PURPOSE OR GOAL OF THE LSF PROGRAM

    KEY WORDS THAT DESCRIBE US EMPOWER(ING) HOPE HEALING RENEW(ING) POST TRAUMATIC STRESS (PTS) MILD TRAUMATIC BRAIN INJURY (MTBI) CHRONIC PAIN

    WHAT WE DO AT OUR PROGRAMS

    TERMS NOT TO USE WOUNDED WARRIORS RECREATION(AL) VACATION HUNTING FISHING

    1

  • Lone Survivor Foundation Official Brand Guide • August 2019 LoneSurvivorFoundation.org

    INTRODUCTION

    WHY WE CREATED THIS BRAND GUIDE The purpose of the brand guide is to explain the use of the brand style and to reinforce consistent application of the visual elements in all communications. Guidelines on the use of the logo are included.

    WHO SHOULD USE THE BRAND GUIDE? Anyone working internally or externally to promote the mission of Lone Survivor Foundation. The guide should be followed when using the logo to promote the foundation brand via events, fundraisers, advertising, print materials, presentations, or apparel.

    PROPER USAGE OF THE LONE SURVIVOR FOUNDATION NAME & MARK • Use of the Lone Survivor Foundation logo on any promotional materials including, but not limited to, advertising (electronic and print), letters, brochures, flyers and press releases, must be approved in writing

    • The full name of the Foundation is “Lone Survivor Foundation” (with no preceding “the” as in “the Lone Survivor Foundation.”) The Foundation should be identified by its full name in the first reference in all materials pertaining to the event. The term ‘Foundation’ (capitalized) or ‘LSF’ may be used sparingly after the first reference. Please do not use any other interpretation or variance of the Foundation name. The Foundation is never to be referenced as “Lone Survivor.”

    • Lone Survivor Foundation may only be identified as the beneficiary of any outside event or promotion. For example, you should not call an event “The Lone Survivor Foundation Walk a-Thon.” Rather, the event should be promoted as the “Walk-a-Thon Benefiting Lone Survivor Foundation.” All marketing material for the event or promotion must reflect Lone Survivor Foundation as the beneficiary, not the host, presenter, or sponsor (for example, “proceeds from this event will benefit the Lone Survivor Foundation.”)

    • Creation of websites, social media pages, or the like with any combination of the words ‘Lone Survivor Foundation’ is not permitted, nor is the Foundation’s logo to be used as a representative image (profile picture, header image, etc.)

    ARTWORK Master artwork should always be used when reproducing the Lone Survivor Foundation logo. Always ensure you are using the correct artwork for the application and that you have authorization from the foundation. The foundation has all appropriate files for any potential application. Logos should not be taken from this document.

    The foundation reserves all rights to accept or reject final usage of the logo or any other non-authorized files including website, social media, etc.

    OBTAINING LOGO FILES To obtain logo files, please contact the Lone Survivor Foundation. We are happy to send the files you need and answer any questions about appropriate usage.

    Lone Survivor Foundation 1414 11th Street, Suite 1 Huntsville, Texas 77340 936.755.6075 neverquit@lonesurvivorfoundation.org

    2

  • Lone Survivor Foundation Official Brand Guide • August 2019 LoneSurvivorFoundation.org

    PRIMARY LOGO

    STACKED LOGO

    The preferred version of the Lone Survivor Foundation logo is stacked, with a gold eagle on top of gray text.

    HORIZONTAL LOGO

    A horizontal version of the Lone Survivor Foundation logo is available when the stacked logo will not work within given proportions. The horizontal logo features a gold eagle to the left of gray text.

    PRIMARY BRAND COLOR - LSF GOLD PANTONE® 131 C-0 M-32 Y-100 K-0 R-231 G-166 B-20 HEX: #E7A614 THREAD*: MD-1025

    PRIMARY BRAND COLOR - LSF GRAY PANTONE® COOL GRAY 11 C-0 M-2 Y-0 K-68 R-113 G-112 B-115 HEX: #717073 THREAD*: MD-1540

    PRIMARY BRAND COLOR - PROCESS BLACK PANTONE® PROCESS BLACK C C-0 M-0 Y-0 K-100 R-0 G-0 B-0 HEX: #000000 THREAD*: MD-1009

    In lieu of the colors shown, you may use the PANTONE® Colors listed above. The colors shown on this page have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE® Color Standards. Consult current PANTONE Color Publications for accurate color. The CMYK values shown may not be equivalent to the ones cited in the current PANTONE Publications. PANTONE® is the property of Pantone, Inc.

    *Madeira (MD) thread color information: 800-225-3001

    The Lone Survivor Foundation color standards must be followed in order to retain the integrity of the brand. Accurate reproduction of the color scheme is essential in communicating a clear and consistent message. Pantone colors should be used wherever possible, with CMYK / RGB being matched as closely as possible depending on the materials and print process.

    3

  • LOGO ON A LIGHT BACKGROUND

    LOGO ON A DARK BACKGROUND

    two color logo

    gold eagle, white text

    one color logo - all gray

    one color logo - white

    one color logo - black

    Note: the two color logo or eagle in gold is always preferred. One color logos are provided when two color is not possible.

    PRIMARY LOGO

    Lone Survivor Foundation Official Brand Guide • August 2019 LoneSurvivorFoundation.org 4

  • PRIMARY LOGO

    Lone Survivor Foundation Official Brand Guide • August 2019 LoneSurvivorFoundation.org

    LOGO ON A LIGHT BACKGROUND LOGO ON A DARK BACKGROUND

    gold eagle, white text

    one color logo - white

    two color logo

    one color logo - all gray

    one color logo - black

    Note: the two color logo or eagle in gold is always preferred. One color logos are provided when two color is not possible.

    5

  • Lone Survivor Foundation Official Brand Guide • August 2019 LoneSurvivorFoundation.org

    WORDMARK LOGO

    LOGO ON A DARK BACKGROUND

    one color logo - white

    LOGO ON A LIGHT BACKGROUND

    one color logo - all grayone color logo - all gray

    one color logo - blackone color logo - black

    one color logo - white

    6

  • Lone Survivor Foundation Official Brand Guide • August 2019 LoneSurvivorFoundation.org

    NEVER QUIT! WORDMARK

    one color logo - all gray

    one color logo - all gray

    one color logo - black

    one color logo - all gray

    LOGO ON A LIGHT BACKGROUND LOGO ON A DARK BACKGROUND

    one color logo - white

    one color logo - white

    one color logo - white

    one color logo - black

    one color logo - black

    7

  • Lone Survivor Foundation Official Brand Guide • August 2019 LoneSurvivorFoundation.org

    BRAND FONTS

    The following fonts are used in the Lone Survivor Foundation logo and can be used to continue the brand.

    The Franklin Gothic family of fonts can be used for body copy or large areas of readable text. Franklin Gothic book condensed is used for much of the text in this brand guide.

    Constantia Bold:

    ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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