ALPFA National Brand Guide

BRAND MANUAL

Mission. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 05 ALPFA isn’t . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 06 misión | missão

ALPFA no es . . . | ALPFA não é . . .

Tagline. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 05 Target Audience. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 08 eslogan | slogan

público objectivo | público-alvo

Meet ALPFA’s Audience Segments . . . . . . . . . . . . . . . . . . . 08

ALPFA C.O.D.E.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 05 Logo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Tone. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 06 tono de voz | tom de voz

logotipo | logotipo

Logo Clear Space. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Membership. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 06

Logo Minimum Size . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Corporate Partners or any External Communications. . . . 06

Incorrect Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

ALPFA is. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 06 ALPFA es . . . | ALPFA é . . .

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Program and Specialty Logos. . . . . . . . . . . . . . . . . . . . . . . . 15 Chapter Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Co-Branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Colors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Stationery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 paleta de colores | paleta de cores

papelería | papelaria

Main Colors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Letterhead. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Secondary Colors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Business Cards. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Specialty Color Palettes. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Email Signature. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 LinkedIn Cover Image . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

Typeface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 tipografía | tipografia

Primary Font. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Secondary Font. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Type Style Sheet. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

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04 | ALPFA BRAND GUIDELINES

misión / missão | MISSION

Mission

Tagline

misión | missão

eslogan | slogan

Connect Latino Leaders for Impact.

Empowering Latino Leaders

ALPFA C.O.D.E. COMMUNITY

OWNERSHIP

We will customize programs that enhance your connectivity to the Latino workforce and reach your goals.

You have our commitment, accountability, and preparedness in helping you achieve your goals across every level of your organization.

DEVELOP

EMPOWER

We will help you develop your employee resources, leading to increased retention, stronger promotion pipelines, and enhanced recruiting.

We empower your organization to lead in all forums by providing access to, and helping you develop, the leaders of tomorrow.

ALPFA BRAND GUIDELINES | 05

TONE | tono de voz / tom de voz

Tone tono de voz | tom de voz The overall tone of ALPFA communications is empowered and inclusive. We are an organization that represents a wide and varied ethnic group that spans multiple countries and continents and speaks multiple languages. Using inclusive language that represents our membership is important, not only for us, but for our members and partners as well.

Membership The tone of ALPFA communications to membership should be informal, consistent, and informative. The tone is community-focused and human-centered. It shouldn’t sound as though you are addressing an unknown party or a corporation, but rather your ALPFAmilia! The members are our colleagues, our friends, and the foundation of ALPFA; the tone in which you address them should reflect that.

Corporate Partners or any External Communications The tone of ALPFA communications to corporate partners is, and should be, different to the tone we use when addressing membership. The tone for these communications is professional, clear, and cohesive.

ALPFA is . . .

ALPFA isn’t . . .

ALPFA es . . . | ALPFA é . . .

ALPFA no es . . . | ALPFA não é . . .

Authenticity

Family

Partisan

Insulting

Equitable

Home

Boastful

Rude

Leadership

Growth

Mean-spirited

Dull

Empowerment

Compassion

Close-minded

Brash

Belonging

Strength

Apathetic

Ostracizing

Community

Proud

Joy

Passionate

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tono de voz / tom de voz | TONE

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TARGET AUDIENCE | público objectivo / público-alvo

Target Audience público objectivo | público-alvo ALPFA’s target audience spans generations, cultures, socio-economic levels, gender, race, sexualities and career paths — ­­ it is a large, varied population and because it is so all-encompassing, paying attention to audience segments is all the more important.

From the students to the executives, ALPFA’s mission is to connect and empower the Latino leader that everyone has the potential to be. Paying attention to and tailoring content for specific audience segments will lead to more authentic engagement and increase brand recognition within younger markets and intentionality from more mature markets.

Meet ALPFA’s Audience Segments Student Name: Elianna Age: 19 Major: Freshman studying accounting Salary: $15,000 Favorite Brands: Google, Nike, SheIn, Amazon Hobbies: Enjoys going out with friends Likes to explore museums 5K marathon runner

Pain Points: First generation college student Feeling isolated and homesick Struggling financially

I’m proud of myself for getting this far but I need a community of people who look like me to get where I want to go.”

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público objectivo / público-alvo | TARGET AUDIENCE

Early Career Name: Jorge Age: 22 Major: Entry-level accountant Salary: $45,000 Favorite Brands: Apple, Dunkin, Netflix Hobbies: Enjoys going out with friends Golf enthusiast Avid hiker

Pain Points: First generation college graduate First time navigating corporate culture

Accounting can be isolating work and I haven’t been meeting many people in my industry since the pandemic hit.

It’s time for me to begin attending events again.”

Seeking support and community

Mid-Level Career I’m very happy with where I am in life right now.

I simply want to network to meet new people not necessarily for career advancement.”

Name: Justin Age: 30 Major: Consultant Manager Salary: $125,000 Favorite Brands: Peloton, Adidas, HBO Hobbies: Enjoys to go to new restaurants Invests in crypto Takes solo road trips at least once a month

Pain Points: Job is demanding and time consuming Experiences virtual fatigue Does not like small talk and inauthentic conversations

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TARGET AUDIENCE | público objectivo / público-alvo

Chapter Leader I’m ready for the next level in my life. I want to set roots and build wealth but I need the right people around me to take the necessary steps.”

Name: Jessica Age: 33 Major: Banking Manager Salary: $100,000 Favorite Brands: Starbucks, Etsy, New Balance Hobbies: Avid reader of fiction and personal development books

Loves to cook and try new recipes often Horseback rider

Pain Points: Poor sense of recognition from employer Little to zero professional development Needs access to c-suite mentoringship

Career Changer I’m unmotivated and bored with my job. I’ve been doing it for 15+ years. I need something new but I don’t know what I can do that can allow me to keep my lifestyle.”

Name: Kelvin Age: 38 Major: Information IT Director Salary: $180,000 Favorite Brands: Sony, Samsung, Poland Springs Hobbies: Marvel Comic Collector Vintage Car Enthusiast Bicyclist

Pain Points: Feels unmotivated in his role and industry Has become accustomed to a certain level of wealth that does not want to compromise Does not like to network in large crowds

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público objectivo / público-alvo | TARGET AUDIENCE

Senior Level Name: Emanuela Age: 45 Major: Senior Finance Manager Salary: $160,000

I like my job but I want to explore new ways I can create impact and side income outside of my day job.”

Favorite Brands: City Target, Uniqlo, Uber Hobbies: Crocheting Book Club Leader Swimming

Pain Points: Difficulty understanding and planning for big picture business development

Limited time and energy for in-person events

Partner Finding diverse talent is my personal mission.

I just need to make sure that I am in front of the right audience and at the right time to make those genuine connections.”

Name: Jessica Age: 38 Major: Senior Recruiter For Fintech Salary: $175,000 Favorite Brands: Google, Delta, Patagonia Hobbies: Yoga instructor Loves going to the beach with friends on the weekends Enjoys seminars on personal development

Pain Points: Latino/x talent retention within their company

Difficulty with creating authentic programming and content for Latinos Does not know how to engage and or show up in the Latino community

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LOGO | logotipo / logotipo

Logo logotipo | logotipo The ALPFA logo is the face of ALPFA, the primary visual expression that we use to identify the organization. This means that we need to be careful to use it correctly and to do so consistently.

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logotipo / logotipo | LOGO

Logo Clear Space

10%

100%

10% 10%

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.

100%

For ALPFA’s logo, the clear space should be 10% of the width and height of the logo on all four sizes.

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

Logo Minimum Size

.75 in

To ensure readability, we have a minimum logo size for the ALPFA logo: 0.75 inches.

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LOGO | logotipo / logotipo

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 or resize the logo

Welcome!

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

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

DO NOT: add an outline or stroke to the logo or display the logo as an outline.

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

logotipo / logotipo | LOGO

Program and Specialty Logos Women of ALPFA

ALPFA Pride

ALPFA Veterans

Most Powerful Latinas

¨

V ETERANS ALPFA +

ALPFA Cares

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LOGO | logotipo / logotipo

Chapter Logos Chapter logos are created for each active chapter to use for their specific chapter needs. General chapter logos are provided in Full Color, Black, and White and are available to be downloaded.

Specialty chapter logos, such as Pride or ALPFA+ logos, are also available and are meant to be used for those specific programs or events, NOT as a general chapter logo.

General Chapter Logo Black

Full Color

Gotham City

Gotham City

White

`Gotham City

Specialty Chapter Logos ALPFA +

ALPFA Pride

Gotham City

GOTHAM CITY

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logotipo / logotipo | LOGO

Co-Branding 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.

Co-Branding with an outside organization 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 organitization.

There are two ways to co-brand, one is with the ALPFA logo as shown below on the left. Same as with co-branding with ALFPA programs, the two logos are separated with a thin line in ALFPA grey. Depending on the logos and placement needs, they can be horizontal or stacked.

The other option, if the partner logo and the ALPFA logo do not fit together nicely (for example, if the the partner logo is just a line of text), is to just use the acronym “ALPFA” in Metropolis Black. To separate the logos in this case, please use a lowercase “X” as shown below on the right.

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COLORS | paleta de colores / paleta de cores

Colors paleta de colores | paleta de cores Colors communicate almost instantly. ALPFA’s color palette spreads across different visual elements including social media posts, websites, marketing ads, event design, merchandise and more.

ALPFA’s colors are rich and vibrant, with depth (just like our membership!).

Main Colors

ALPFA Blue

Scarlet

Teal

azul | azul

escarlata | escarlate

verde azulado | verde azulado

Pantone 7686 C C: 98 M: 77 Y: 14 K: 2 R: 29 G: 79 B: 145 #1D4F91

Pantone 187 C C: 23 M: 100 Y: 88 K: 15 R: 166 G: 25 B: 46 #A6192E

Pantone 321 C C: 84 M: 29 Y: 38 K: 3 R: 0 G: 140 B: 149 #008C95

ALFPA Red

ALPFA Navy

ALPFA Grey

rojo | vermelho

azul marino | azul marinho

gris | cinza

Pantone 1795 C C: 10 M: 98 Y: 93 K: 1 R: 210 G: 38 B: 48 #D22630

Pantone 295 C C: 100 M: 89 Y: 36 K: 35 R: 0 G: 40 B: 85 #002855

Pantone 429 C C: 46 M: 34 Y: 32 K: 1 R: 162 G: 170 B: 173 #A2AAAD

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paleta de colores / paleta de cores | COLORS

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.

Orange

Green

Yellow

Bright Pink

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.

Secondary colors

Main colors

Example Color Palette Three

Main colors

Example Color Palette Two

Secondary color

Secondary colors

Main colors

Example Color Palette One

ALPFA BRAND GUIDELINES | 19

COLORS | paleta de colores / paleta de cores

Specialty Color Palettes ALPFA +

Black

White

negro | preto

blanco | branco

C: 0 M: 0 Y: 0 K: 100 R: 0 G: 0 B: 0 #000000

C: 0 M: 0 Y: 0 K: 0 R: 255 G: 255 B: 255 #FFFFFF

Bright Pink

Teal

amarillo | amarelo

rosa brillante | rosa brilhante

verde azulado | verde azulado

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

Pantone 321 C C: 84 M: 29 Y: 38 K: 3 R: 0 G: 140 B: 149 #008C95

Yellow

Women of ALPFA

ALPFA Navy

Dark Purple morado oscuro | roxo escuro

Purple

Orange

Pale Pink

azul marino | azul marinho

púrpura | roxo

naranja | laranja

rosa palido | rosa pálido

Pantone 295 C C: 100 M: 89 Y: 36 K: 35 R: 0 G: 40 B: 85 #002855

Pantone 2597 C C: 80 M: 100 Y: 7 K: 2 R: 92 G: 6 B: 140 #5C068C

Pantone 254 C C: 152 M: 99 Y: 0 K: 0 R: 152 G: 29 B: 151 #981D97

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

Pantone 1767 C C: 84 M: 29 Y: 38 K: 3 R: 252 G: 175 B: 192 #FCAFC0

Most Powerful Latinas

ALPFA Navy

Purple

Magenta

Pink

Gold

azul marino | azul marinho

púrpura | roxo

magenta | magenta

rosado | cor de rosa

oro | ouro

Pantone 295 C C: 100 M: 89 Y: 36 K: 35 R: 0 G: 40 B: 85 #002855

Pantone 254 C C: 152 M: 99 Y: 0 K: 0 R: 152 G: 29 B: 151 #981D97

Pantone 7636 C C: 17 M: 100 Y: 64 K: 5 R: 188 G: 32 B: 75 #BC204B

Pantone 7606 C C: 13 M: 50 Y: 39 K: 0 R: 214 G: 147 B: 138 #D6938A

Pantone 7549 C C: 0 M: 31 Y: 100 K: 0 R: 155 G: 181 B: 0 #FFB500

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paleta de colores / paleta de cores | COLORS

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TYPEFACE | tipografía / tipografia

Typeface tipografía | tipografia

Primary Font A systematic approach to typography will create a clear and consistent visual hierarchy and will give a sense of clarity and structure.

We use two font family typefaces: Metropolis and Montserrat. Our primary, preferred typeface is Metropolis, with Montserrat being used for web-based projects or when Metropolis is unavailable/unable to be used. While both fonts have a large range of weights, ALPFA primarily uses Bold, Semi-Bold and Light for the majority of our text needs.

Metropolis Bold

Metropolis Semi-Bold

Metropolis Light

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 !@#$%^&*()?.,

Secondary Font Used in HTML, Powerpoint, or wherever the use of a standard operating system (OS) typeface is required.

Our secondary font for any web material (this includes Canva) is Montserrat. We use the regular weight for standard copy and the bold weight for titles and anything that needs to be called to attention.

Montserrat Bold

Montserrat Semi-Bold

Montserrat Light

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

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tipografía / tipografia | TYPEFACE

Type Style Sheet ALPFA relies on a systematic approach to typography that will create a clear and consistent visual hierarchy and give a sense of clarity and structure to our more textbased deliverables.

Shown on the left are the standard size and weight you should be using for different parts of the copy.

Metropolis

Title 1

Metropolis Bold 29pt Type/34pt Leading

Title 2

Metropolis Bold 21pt Type/25pt Leading

Headline

Metropolis Bold 16pt Type/20pt Leading

Subtitle

Metropolis Semi Bold 12pt Type/15pt Leading

Copy

Metropolis Light 10pt Type/14pt Leading

Caption

Metropolis Light 7pt Type/10pt Leading

Montserrat

Title 1

Montserrat Bold 29pt Type/34pt Leading

Title 2

Montserrat Bold 21pt Type/25pt Leading

Headline

Montserrat Bold 16pt Type/20pt Leading

Subtitle

Montserrat Semi Bold 12pt Type/15pt Leading

Copy

Montserrat Light 10pt Type/14pt Leading

Caption

Montserrat Light 7pt Type/10pt Leading

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STATIONERY | papelería / papelaria

Stationery papelería | papelaria Stationery is a primary form of communication and it is essential that every application be a consistent reflection of ALPFA’s brand identity.

Letterhead ALPFA NATIONAL OFFICE 1717 West 6th Street, #410 Austin, TX 78703

Tel.: 855-692-5732 www.alpfa.org

This shows the approved design of ALPFA’s corporate letterhead.

This letterhead should be used for all official external communications.

Dimensions: Letter (8.5in x 11in)

24 | ALPFA BRAND GUIDELINES

papelería / papelaria | STATIONERY

ALPFA BRAND GUIDELINES | 25

STATIONERY | papelería / papelaria

Business Cards Business Card Back

This shows the approved layouts of ALPFA’s business cards.

Official business cards should be used for all official contact and external communications.

Dimensions: 3.5in x 2in

Front - LinkedIn Option

Front - No LinkedIn Option

This option allows for the placement of your personal LinkedIn QR code.

This option excludes the LinkedIn QR code.

YARA FLOR

YARA FLOR

Wonder Girl

Wonder Girl

+1 (555) 123-4567 yara.flor@national.alpfa.org www.alpfa.org @alpfa

+1 (555) 123-4567 yara.flor@national.alpfa.org

ASSOCIATION OF LATINO PROFESSIONALS FOR AMERICA

ASSOCIATION OF LATINO PROFESSIONALS FOR AMERICA

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www.alpfa.org @alpfa

papelería / papelaria | STATIONERY

Digital Communications In the world today, communications are now digital more than anything else. Keeping ALPFA branding consistent across digital platforms is just as important as print communications.

Email Signature National Staff

Chapters

YARA FLOR (she/her) Wonder Girl +1 (555) 123-4567 yara.flor@national.alpfa.org

ALPFA NATIONAL www.alpfa.org

BRUCE WAYNE (he/him) Batman

ALPFA GOTHAM CITY www.alpfa.org

+1 (555) 123-4567 bruce.wayne@alpfa.org

LinkedIn Cover Image General ALPFA LinkedIn Cover images (below) are available to download to use year round. Periodically, specialty cover images are released that coincide with National events like Convention and Hispanic & Latino Heritage month.

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2023