BRAND STANDARD GUIDELINES
OUR IDENTITY INDEX LOGO 4 5 6 7 8 9 10
STANDARD USAGE CLEAR SPACE LOGO COLOR PALETTE FULL COLOR LOGO ONE-足COLOR LOGO REVERSE LOGO IMPROPER USE
VISUAL LANGUAGE 11 TYPE FAMILIES 12 COLOR USAGE
OUR IDENTITY INDEX A brand has achieved â€œbrand identityâ€? status when it is instantly recognized by its WDUJHWDXGLHQFHDQGZKHQWKDWUHFRJQLWLRQOHDGVWRDFWLRQ:HOONQRZQQRQSURĂ€W organization brands such as LiveStrong, Product (RED), and Susan G. Komen for the Cure exercise excellent management of their brands through consistency in use of language, visuals, and typography. The Southeast Acquirersâ€™ Association brand aspires to the same level of recognition IURPLWVDXGLHQFHV$XQLĂ€HGVWURQJEUDQGLGHQWLW\LVQHFHVVDU\IRUVXFFHVVLQWKH SEAA brand.
HOW DO I USE THIS DOCUMENT? The brand is more than following these guidelines verbatim, itâ€™s a thought process. Which means that when you leverage this brand, it is necessary to have a reason behind every visual decision you make. 7KLVGRFXPHQWLVWKHIRXQGDWLRQ\RXQHHGWREHJLQWRPDNHWKRVHGHFLVLRQV,WUHĂ HFWV the thought process that went into creating the brand and provides guidelines for making it work. 7KLVVHWRIJXLGHOLQHVLVĂ H[LEOHEXWXVH\RXUEHVWMXGJPHQWDV\RXEULQJWKH The Southeast Acquirersâ€™ Assocation branding to life.
OUR IDENTITY STANDARD USAGE This document outlines the correct ways for SEAA to use its logo, and frames the standardization of the SEAA branding.
LOGO CLEAR SPACE The SEAA logo requires a certain amount of clear space around it to maintain its visual impact. Think of this space as “breathing room” for our logo. When space is tight on crowded marketing materials, such as a crowded brochure or poster, use these guidelines for the minimum allowable amount of clear space around the logo. Any less space, and the impact of the logo starts to erode. As shown in this diagram, the minimum distance between the SEAA logo and other graphic elements such as photography, typography or illustrations is based on the uppercase “O” in the brand name.
LOGO COLOR PALETTE The full-color version of the SEAA logo prints in three colors: orange, green, and warm red (only in gradiant)
PANTONE 180 C
CMYK Values Orange: C-0 M-79 Y-100 K-11 Green: C-50 M-0 Y-25 K-30 Warm Red: C-0 M-75 Y-90 K-0 RGB Values Orange: R-217 G-83 B-30 Green: R-91 G-155 B-105 Warm Red: R-242 G-101 B-49
PANTONE 7475 C
Hexadecimal Values Orange: D9531E Green: 5B9B98 Warm Red: F26531
The continued use of these colors will help viewers associate them with SEAA and their annual conferences.
PANTONE WARM RED C
LOGO FULL COLOR LOGO The full color of the SEAA logo should be used whenever possible. It is the most complete representation of the brandâ€™s identity. The other logo versions presented in this document are acceptable, but do not represent the SEAA brand to its full potential. They should only be used when printing limitations require it.
LOGO ONE-足COLOR LOGO Use the one-足color version of the SEAA logo when production parameters require it. There are two versions of the one-足color logo. One is composed of the mark and the full brand name, and the other is the mark alone. These logos are considered an appropriate representation of the SEAA visual campaign identity.
LOGO REVERSE LOGO There are two approved versions of reverse logos that are both made up of white graphic elements only. One is composed of the mark and the full brand name, and the other is the mark alone. These may be reversed out of black or any solid dark color when production parameters require it.
LOGO IMPROPER USE Changing the SEAA logo in any way
DO NOT DISTORT
DO NOT SHRINK
weakens its impact and erodes the consistent brand image we want to build for SEAA. Do not alter or redraw the logo in any way. The type spacing has been
SMALLEST SIZE ALLOWED
altered from its original settings, so do not attempt to typeset it or recreate it.
The examples shown here are some of the more common logo misuses youâ€™ll want to avoid.
DO NOT REDRAW
DO NOT REARRANGE
VISUAL LANGUAGE TYPE FAMILIES
FONTIN SANS BOLD
CENTURY GOTHIC REGULAR
It is important to use type consistently and carefully in the SEAA brand to keep the impact strong. To create a recognizable feel for the SEAA brand, we use two type families. Use Fontin Sans Bold for headlines on your website, digital, and printed materials. For sub-headings, use
Century Gothic Bold. Use Century Regular for body copy when it is available. If Century Regular is not available, use Palantino Regular. For web applications and
0LFURVRIW2IÀFHVDIHGRFXPHQWVXVH Palantino Regular.
For questions or comments about the SEAA brand guidelines, feel free to contact us by mail, phone, or Internet.
SOUTHEAST ACQUIRERS’ ASSOCIATION GENERAL CREDIT FORMS 3595 RIDER TRAIL SOUTH EARTH CITY, MO 63045
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