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ALPFA Brand Guidelines ALPFA National  2025

Welcome Bienvenidos | Bem-Vindo Welcome to the Association of Latino Professionals for America (ALPFA) national brand guidelines. We have a new visual identity system that has been designed to represent our community, commitment, and vision. The aim is to make our brand more versatile and easy to understand while remaining adaptable enough to respond to all the needs of our organization, chapters, and community. Working together we can create a consistent look and feel that engages with our membership and our partners. It is up to us to explore the possibilities of this brand system and if we work together, as a familia, we will achieve the best results.

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Logo System

ALPFA BRAND GUIDELINES

Logo System The ALPFA visual identity includes two core marks: the Triangle Logo and the Wordmark. To ensure clarity and consistency across all national and chapter communications, the Triangle Logo must be treated as ALPFA’s primary and official logo. The Triangle Logo is our most distinctive and recognizable brand asset. It is the unifying asset that brings our community together. This mark should be used in the majority of applications across digital, print, signage, events, partnerships, and chapter materials. The Wordmark (the letters “A-L-P-F-A” without the triangle) is an alternate logo, reserved for use only in specific instances where scale, layout, or legibility makes the Triangle Logo impractical. It supports but does not replace the primary ALPFA logo.

Logo Hierarchy To maintain consistency and reinforce our national brand identity, ALPFA uses the following hierarchy:

Primary Logo z

ALPFA Triangle Logo

Required for all outward-facing and public communications

Alternate Logo z

ALPFA Wordmark

Limited-use asset for internal materials, small-scale applications, or instances where the triangle becomes visually crowded or unreadable

This hierarchy applies to both National and all Chapters

PRIMARY TRIANGLE LOGO

CHAPTER TRIANGLE LOGO

All ALPFA Chapters must use the Triangle Logo as their primary chapter identifier. This ensures consistency across the organization and strengthens ALPFA’s national presence. The Chapter Wordmark may be used only for:

Gotham City

ALTERNATE LOGO

Internal chapter documents

Name tags and badges

Small-space digital applications

Chapters should not replace or prioritize the Wordmark over the Triangle in any publicfacing or partner-facing materials.

ALPFA BRAND GUIDELINES

Logo Clear Space Clear space is a safe zone around the logo that should be around the logo at all times. This means that nothing else should be within the logo’s clear space. Clear space allows the logo to breathe, maximize the visibility and make the best impact.

10%

100%

10% 10%

100%

10% A good rule of thumb about clear space is that is should be about the same size as the “ALPFA” in the logo!

A good rule of thumb about clear space is that is should be about the same size as the “A” in the wordmark!

Program and Specialty Logos Women of ALPFA

ALPFA Pride

ALPFA Veterans

Regional Tech Summit

V ETERANS ALPFA +

ALPFA Cares

ALPFA BRAND GUIDELINES

Co-Branding When co-branding with an outside organization or partner being mindful of placement and size is important. The ALFPA logo and the partner logo should be the same size and should follow the clear space regulations for both ALPFA and the other organization. When co-branding with partner organizations, the ALPFA Triangle Logo must be used as the primary mark. The Wordmark may only be used if the layout, scale, or legibility makes the Triangle impractical (e.g., extremely small horizontal spaces). This ensures consistency, recognition, and alignment with the national brand identity. Depending on the logos and placement needs, they can be horizontal or stacked with the logos separated with a thin line. For using the Wordmark horizontally, , separate the two logos with a lowercase “x” in Poppins Black. In this case, space rules can be ignored when using the wordmark.

PRIMARY CO-BRANDING LOGO (TRIANGLE) The ALPFA Triangle Logo must be used in all co-branded assets. Use the Wordmark only when the Triangle is not legible due to scale or spacing.

ALTERNATE CO-BRANDING LOGO (WORDMARK)

Co-Branding with another ALPFA program The ALPFA Logo is meant to be used in conjunction with our programing and specialty logos, with the exception of the ALPFA Pride logo. When using more than one ALPFA logo, separate the two logos with a thin vertical line. Best practice to keep things clean and easy to read is to use the all black or all white versions of both logos so that there aren’t to many colors. If a Full Color logo must be used, make sure it is the main ALPFA logo.

ALPFA BRAND GUIDELINES

Logo Usage Guidance To ensure consistency and alignment across all Chapter and National communications, the following guidance outlines when to use the original ALPFA logo versus the wordmark-only version. Below outlines where each version of the logo should be used to ensure visual alignment, clarity, and unity across the organization.

Use the Triangle Logo For (Primary Use): DIGITAL z

Social media profile photos

Website headers and public landing pages

Video intros/outros

National and chapter virtual event graphics

Partner-facing digital assets

PRINT AND PHYSICAL z

Event collateral

Step-and-repeats and signage

Tablecloths, banners, and backdrops

National or chapter merchandise (shirts, totes, water bottles)

PRESENTATIONS z

External-facing slide decks (covers, title slides, end slides)

Conference presentations

Partner pitches and sponsorship decks

COMMUNICATIONS z

All public-facing chapter materials

Flyers, programs, and event announcements

Press releases, media kits, and community-facing documents

Use the Wordmark for (Alternate Use): z

The wordmark (the letters “A-L-P-F-A” without the triangle) may only be used in limited internal or small-scale applications where the full logo is not legible.

Social media posts

Email Signatures (staff and chapter leadership)

Internal Documents (internal slide decks, agendas, or internal reports)

External Decks: Use the Triangle Logo (Primary) on the cover page. Use the Wordmark on internal or in-between slides for consistency and readability.

Letterheads

Small-Space Applications where the triangle mark isn’t legible (e.g., pens, small digital icons, name tags, badges)

Website headers & public landing pages

ALPFA BRAND GUIDELINES

Incorrect Usage Please exercise care when using both the ALPFA logo. DO NOT modify, change or otherwise alter any of the logo elements (color, typeface, proportions, etc.) We have prepared a few incorrect uses of the logo on this page as an example of what NOT to do.

DO NOT: change the logo’s orientation or rotation

DO NOT: disproportionally scale o

` DO NOT: display the logo with color combinations that render it unreadable

DO NOT: add an outline or stroke as an outline.

or resize the logo

e to the logo or display the logo

DO NOT: change the color of the logo, even if it looks similar OR is another ALPFA color

Welcome! DO NOT: display any additional text or graphics within the logo’s clear space or add any effects to the logo

ALPFA BRAND GUIDELINES

Please exercise care when using the ALPFA wordmark. DO NOT modify, change or otherwise alter any of the logo elements (color, typeface, proportions, etc.) We have prepared a few incorrect uses of the logo on this page as an example of what NOT to do.

DO NOT: change the logo’s orientation or rotation

DO NOT: display the logo with color combinations that render it unreadable

DO NOT: disproportionall

DO NOT: add an outline or stroke to outl

ly scale or resize the logo

o the logo or display the logo as an line.

DO NOT: change the color of the logo, even if it looks similar OR is another ALPFA color

DO NOT: display any additional text or graphics within the logo’s clear space or add any effects to the logo

Typography

Typography We use two font families for our print and digital needs: Lora and Poppins. We have selected these typefaces for their ability to work seamlessly across platforms and programs, their readability, and their accessibility for our chapters. Both font families are free to download and are available in both Canva and the Google Suite. These two typefaces are meant to work in tandem with one another to add visual interest, provide contrast or emphasis, and allow for more varied typographical designs across our platforms and assets. You can download the fonts here: z

Poppins

Lora

LORA FONT FAMILY Lora 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 0123456789 . , ?!@$%&*()/ Lora Italic

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 0123456789 . , ?!@$%&*()/ Lora Medium

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 0123456789 . , ?!@$%&*()/ Lora Medium Italic

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 0123456789 . , ?!@$%&*()/ Lora Bold

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 0123456789 . , ?!@$%&*()/ Lora Bold Italic

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 0123456789 . , ?!@$%&*()/

POPPINS FONT FAMILY Poppins Light

Poppins SemiBold

Poppins Light Italic

Poppins SemiBold Italic

Poppins Regular

Poppins Bold

Poppins Italic

Poppins Bold Italic

Poppins Medium

Poppins Black

Poppins Medium Italic

Poppins Black Italic

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 0123456789 . , ?!@$%&*()/ Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 . , ?!@$%&*()/ 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 0123456789 . , ?!@$%&*()/ Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 . , ?!@$%&*()/ 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 0123456789 . , ?!@$%&*()/ Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 . , ?!@$%&*()/

ALPFA BRAND GUIDELINES

Type Hierarchy

Main Headline

Lora Regular 40pt type | 50pt leading

Subtitle 01

Poppins Light 32pt type | 36pt leading

Subtitle 02

Lora Italic 24pt type | 30pt leading

SUBTITLE 03

Poppins SemiBold (All caps) 18pt type | 23pt leading

Copy

Poppins Light 11pt type | 14pt leading

Caption

Popping Light 9pt type | 11pt leading

“Pull Quote”

Lora Italic (Center Aligned) 24pt type | 30pt leading

Poppins Medium — QUOTE ATTRIBUTION (Right Aligned, all caps) 12pt type | 14pt leading

TABLE HEADER

Poppins Medium (All caps) 14pt type | 17pt leading

TABLE SUBHEADER

Poppins Regular (all caps) 12pt type | 14pt leading Poppins Regular 10pt type | 12pt leading

Table Copy

Statistic - Small GRAPHIC LABEL - SMALL

Lora Italic 35pt type | 45pt leading Poppins Medium 14pt type | 18pt leading

Colors

ALPFA BRAND GUIDELINES

Colors Our colors are a direct reference to the flags of Latino countries — at least one color from all Latino flags is represented in our color palette.

Navy C:

100

M: 84

G: 40

#002856

PANTONE 295 C

COLORS THAT CAN BE USED ON NAVY

ALPFA Blue

Pale Blue

138

M: 77

G: 79

M: 18

G: 183

144

#194F90

#8AB7E9

233

PANTONE 7686 C

PANTONE 278 C

COLORS THAT CAN BE USED ON ALPFA BLUE

COLORS THAT CAN BE USED ON PALE BLUE

Dark Red

ALPFA Red

170

215

M: 100

G: 30

M: 98

G: 41

#AA1E2E

#D7292E

PANTONE 187 C

PANTONE 1795 C

COLORS THAT CAN BE USED ON DARK RED

COLORS THAT CAN BE USED ON ALPFA RED

ALPFA BRAND GUIDELINES

Secondary Colors ALPFA’s secondary color palette is used to add interest and make certain information stand out. It can also be used to create color palettes for ALPFA-branded events and social media campaigns.

Bright Pink

Orange

Green

Yellow

naranja | laranja

verde | verde

amarillo | amarelo

rosa brillante | rosa brilhante

Pantone 716 C C: 0 M: 64 Y: 100 K: 0 R: 234 G: 118 B: 0 #EA7600

Pantone 7739 C C: 82 M: 15 Y: 100 K: 2 R: 49 G: 155 B: 66 #319B42

Pantone 116 C C: 0 M: 18 Y: 100 K: 0 R: 255 G: 205 B: 0 #FFCD00

Pantone 214 C C: 13 M: 100 Y: 36 K: 0 R: 206 G: 15 B: 105 #CE0F69

Using the Secondary Colors When using ALPFA’s secondary colors, make sure to use AT LEAST TWO of the main colors as well.

Imagery

ALPFA BRAND GUIDELINES

Imagery Our photography is drawn from our ALPFA community; from north to south, east to west, from students to professionals. They are always people-focused and indicative of the vibrancy of our community and their dedication to the future of our ALPFAmilia. The lens should always be focused on the moments — featuring our speakers and partners, but most importantly our members. Try to avoid overly-posed or group shots, we want candids and action shots that truly show the passion and focus of our members and speakers. Seek out the in-between moments that add depth to our community and showcase the vast array of people, cultures, and careers represented in ALPFA. Keep our brand principles and ALPFA’s mission in mind when choosing photos, taking/art directing pictures or briefing photographers. Note: Please be sure that there are no alcoholic beverages included in any of the photos.

ALPFA BRAND GUIDELINES

Color Layers Color layers can be applied to photos to ensure readability of text layered on top or to create a cohesive look and feel when photos seem disjointed or are overly colorful or busy. Please use colors from our brand that fit the context of the image.

EMPOWERI

ING LATINO LEADERS

Graphics

ALPFA BRAND GUIDELINES

Graphics We have developed a graphic system that is adaptable, easy-to-use and bold. The entire system is based upon a grid that our brand shapes are arranged in.

The grids are either square or rectangular and the most common set ups are 3x3 and 3x4 but more rows and columns may be added depending on the asset.

There are five (5) basic shapes in this system:

The grids can be an entire graphic within themselves or be used as a part of a larger layout. The opposite diagrams illustrate a range of grid and layout options. To see examples of those layouts, see the next page.

Circle

Quarter Circle

Square

Arch

Stacked Half-Moon

Using these simple building blocks of geometric shapes, that can be rotated in any direction, there are endless creative possibilities.

ALPFA BRAND GUIDELINES

Stationary &

Digital Assets

ALPFA BRAND GUIDELINES

Email Signatures Having consistent email signatures across the team is an important component to brand consistency. Emails are one of the main points of contact, outside of our social media, that people have. Below is the email signature for ALPFA’s visual identity. Our email signature has been made available as a template for your convenience. Please note that there are a few options for the graphic icon beside the name — please feel free to choose which ever one you prefer. Opposite, there are a few signature examples illustrated.

Basic Email Signature FIRSTNAME LASTNAME Title | ALPFA Chapter/National Pronouns (optional) Drift.me link/other personal contact link (optional)

alpfa.org | @alpfa

Examples BRUCE WAYNE

Chapter President | ALPFA Gotham City he/him/el

alpfa.org | @alpfa_gotham

YARA FLOR

Sales Representative | ALPFA National she/her/ella Connect with me

alpfa.org | @alpfa

JASON TODD

Operations Manager | ALPFA National

alpfa.org | @alpfa

ALPFA BRAND GUIDELINES

Letterhead The ALPFA letterhead is available as a template in the ALPFA National Google Drive.

1.5 inches

1 inch

ALPFA Foundation, Inc. 3571 Far West Blvd., #3695 Austin, TX 78731 USA

1 inch