Graphic Standards Manual

A graphic identity represents the image and aspirations of an organization. It is the cornerstone of all communication efforts, and must be applied consistently to convey a single, clear message. Considering the importance of our image, it is vital that we safeguard it by using our graphic identity correctly.

Everyone involved in communications at VOICES for Alabama’s Children has a responsibility to apply the identity in a consistent and accurate way. The Graphic Standards Manual contains guidelines for the proper use of our identity, and it describes authorized usage for communication of all kinds. All logos and templates are available from the shared server drive.

No exceptions to the guidelines in this manual can be made without clear, specific, and written permission from the Executive Director.

Introduction

ContentsThe logo......................................................................................................2

The Icon......................................................................................................3

Mission and Vision......................................................................................4

Colors.........................................................................................................5

Typefaces...................................................................................................6

Commonly Used Words and Phrases........................................................7

2014

The LogoAs our organization’s major graphical representation, the logo anchors our brand and becomes the single most visible manifestation of VOICES for Alabama’s Children. For this reason, we must protect the integrity of our logo and use it often and only in the ways outlined in this style guide.

Purple on white background

White on purple background

Icon

Logotype

Always leave 1.5 pixels of space around logo.

Tip: When adjusting size of logo, hold down *Shift key to prevent warping of dimensions.

White on black background

Black on white background

Icon

In reproducing the logo, it is essential that the design, proportions and spacing of characters never be altered -- not even slightly. This is because any deviations may diminish the “branding” of the image. The icon should always accompany the logotype. Together they create the visual signature of VOICES for Alabama’s Children.

The icon may be used as a separate graphic element from the logo. When using the icon on collateral mate-rial, the full version of the logo must also be used on the same piece in order to maintain a strong brand identity.

Icon

Reduced Icon

Minimum: 3 px wide

NOTE: Logo and icon may appear in black and white on items not intended to be printed in color.

The Icon

Mission and VisionVOICES for Alabama’s Children’s vision and mission statements articulate the essence of the organization’s beliefs and values. They establish the long-term direction that guides every aspect of the organization. Therefore, they must be used often and protected in their exact wording with every use.

To distinguish between the two, the vision statement expresses VOICES for Alabama’s Children’s optimal goal and reason for existence, while the mission statement provides an overview of the organization’s plans to realize that vision by identifying the service areas, target audience, and values and goals of the organization.

Vision StatementOur/VOICES for Alabama’s Children’s Vision:That all Alabama children will be safe, healthy, educated, and economically secure in order to reach their potential

[as a stand-alone sentence] Our/VOICES for Alabama’s Children’s vision is that all Alabama children will be safe, healthy, educated, and economically secure in order to reach their potential.

[as part of a sentence] ...our/VOICES for Alabama’s Children’s vision that all Alabama children will be safe, healthy, educated, and economically secure in order to reach their potential.

Mission StatementOur/VOICES for Alabama’s Children’s Mission:To ensure the well-being of Alabama’s children through research, public awareness, and advocacy

[as a stand-alone sentence] Our/VOICES for Alabama’s Children’s mission is to ensure the well-being of Alabama’s children through research, public awareness, and advocacy.

[as part of a sentence] ...our/VOICES for Alabama’s Children’s mission to ensure the well-being of Alabama’s children through research, public awareness, and advocacy.

ColorsColor is an important element of a brand’s identity. The consistent use of color plays a major role in brand building.

Primary Color

PMS 2627 CCMYKC = 85M = 100Y = 29K = 30

RGBR = 63G = 17B = 89

Hex#3f1159

The secondary colors may be used for accenting text and graphic elements, but may not be used as part of the logo in any way.

Secondary Colors

PMS 580 CCMYKC = 27M = 0Y = 38K = 0

RGBR = 189G = 222B = 177

Hex#bddeb1

PMS 361 CCMYKC = 69M = 0Y = 99K = 0

RGBR = 84G = 185B = 72

Hex#54b948

PMS 656 CCMYKC = 14M = 3Y = 0K = 0

RGBR = 214G = 232B = 247

Hex#d6e8f7

Typefaces

Calibri

Cambria

Each typeface, or font, is unique and the right combination can produce a harmonious flow of con-tent. Exact size of fonts should always be determined by space available. If using an application that does not have the following fonts, use the font closest in resemblance.

Header/Titles:

Web

Body Copy (Long-form):

SubheadersGeorgia

Body Copy (Short-form):Arial

Printed Materials

Email

Arial

CalibriHeader/Titles/Subheaders: Body Copy:

Arial

Acceptable usage: regular, bold, italic

Calibri

Acceptable usage: regular, bold, italic

Acceptable usage: regular, bold, italic

Commonly used words & phrases

well-being wellbeingX

childcare child careX

State House state houseX

statehouseX

The Alabama Kids Count Data Book should always be referred to in its full name upon first reference. After the first reference, it can be referred to as Alabama Kids Count or the Data Book to reserve space. You may include the year in any reference as long as it is italicized.It should always be italicized, whether used in part or in whole.

VOICES for Alabama’s Chidren should always be referred to in its full form. “VOICES” may never stand alone in any form of communication except for informal, internal use (i.e. emails between staff).

Always capitalize every letter in “VOICES”.

VOICES for Alabama’s Children

The Alabama Kids Count Data Book

The Annie E. Casey Foundation’s KIDS COUNT® Data Book must always be reffered to in this way upon first reference. Always use the registered trademark symbol upon first reference only. Additional references can be listed exactly as the following: the KIDS COUNT Data Book, the [year] KIDS COUNT Data Book, the [year] Data Book, or the Data Book.

When mentioning both the Alabama Kids Count Data Book and the KIDS COUNT Data Book in the same communication, always include “Alabama” or “national” in each reference of the Data Books to distinguish the two.

The Annie E. Casey Foundation’s KIDS COUNT® Data Book