DIGITAL STYLE GUIDE advancementproject.org
OUR MISSION Advancement Project National Office is a next generation, multi-racial civil rights organization. Rooted in the great human rights struggles for equality and justice, we exist to fulfill America’s promise of a caring, inclusive and just democracy. We use innovative tools and strategies to strengthen social movements and achieve high impact policy change.
OUR THEORY OF CHANGE A decade ago, Advancement Project National Office’s founding team of veteran civil rights lawyers believed that structural racism could begin to be dismantled by multi-racial grassroots organizing focused on changing public policies and supported by lawyers and communications strategies. The collective experience of Advancement Project’s founders, as well as the conclusion of some of the most creative thinkers in the civil rights field, suggested that when this method of change is employed, it can have much greater resonance than policy advocacy, litigation, or organizing tend to have on their own. Yet racial justice efforts that incorporated this essential- and powerfulmix of lawyers, organizers, and communications experts rarely occurred.
OUR VISION We envision a future where people of color are free – where they can thrive, be safe and exercise power. Driven by the genius of ordinary people and their movements, racism will no longer exist and justice will be radically transformed.
OUR PEOPLE We serve communities of color, support Black and Brown-led organizations, work with advocates, activists, scholars, funders, educators, students, policy makers, think tanks, and the media.
WE
CORE VALUES • Believe that a racially just democracy can be achieved through multiracial collective action by organized communities, that includes voting. • Honor and respect the wisdom and judgment of local communities, and are committed that our partnerships be equal ones, with each party being stronger and having more power as a result of the work that we do together. • Are committed to equality and justice for all people, and believe in building multiracial and multi-cultural coalitions to accomplish our work wherever possible. • Are committed to having people of color in positions of power and leadership in the racial justice movement. • Don’t shy away from tough issues or situations; we are willing to take risks and challenge institutions of power. We are willing to change, try new approaches, and experiment to find the best solutions. • Believe that ultimately achieving racial, social, and economic justice requires addressing the institutional barriers to equality. •Believe in community self-determination. • Produce high quality work products that are clear and easy to read and use. • Are collaborative and create space for feedback so that we can grow and learn from one another. • Are committed to having a racially and culturally diverse staff and Board of Directors, and believe that without one we cannot effectively accomplish our purpose. •Work hard, hold ourselves to high standards, and enjoy working together.
L ANGUAGE, GRAMMAR
AND
S T YL E
Advancement Project National Office follows the Associated Press Stylebook (AP Style), an American-English grammar style and usage guide, with a few caveats unique to our organization. A few important style and grammatical rules to note are below: • We refer to our organization as “Advancement Project National Office” not The Advancement Project National Office, The Advancement Project, or Advancement Project. This is to distinguish between the work being done in our California and national offices. • We spell out numbers one through nine, and use numerals for numbers 10 and greater. This is true of ordinal numbers, as well. Spell out first to ninth, and communicate 10th or greater with numerals. • In official documents (reports, statements, press releases, public letters, etc.), we capitalize titles following a name. For example: Judith Browne Dianis, Executive Director of Advancement Project National Office. • In keeping with AP style, we use the percent sign (%) when paired with a numeral, with no space. For example: There has been a 3.1% increase in reported incidents since last year. For amounts less than 1%, we precede the decimal with a zero: The rates rose 0.6%. In casual uses, use words rather than figures and numbers: They think she has a zero percent chance of winning. • When including citations in reports, letters, research, and so on, be sure to include links to the content you are citing.
We know that dehumanizing labels are harmful to those being reduced to them, and so we utilize language to humanize the communities we collaborate with and support. In 2015, we worked with The Opportunity Agenda to develop a Social Justice Phrase Guide and guidelines for conscientious communications. Details on those phrases and guidelines are below:
Accurately and Respectfully Talk About People’s Identities, Situations, and Roles in Society This can often be done by using terms as adjectives rather than nouns (i.e. Black people vs. Blacks; Latinx or Brown people vs. Latinos; LGBTQ people vs. gays and lesbians; young people vs. youths) or by actively putting “people” first (i.e. people living with disabilities vs. disabled people; people living in poverty vs. poor people; people experiencing homelessness vs. homeless people). Here are a few examples: • Describe people as people first and foremost, not by their mistakes. Instead of saying ex-con, criminal, or felon, say people with felony convictions or people who have been incarcerated. • The word minority is originally a mathematical term meaning “the smaller part or number; a number, part or amount forming less than half of the whole.” As demographics shift in our nation, the accuracy of such a term is fleeting. However, it is most important to scrap the term because of its diminutive connotation. Try using “people first” terminology instead, replacing “minority” with “people of color.”
Retire Outdated and Problematic Phrases and Metaphors Aim to avoid idioms or phrases that have obvious or even subtly demeaning connotations related to groups or cultural traditions. Here are a few examples: • “ Turn a deaf ear,” “turning a blind eye” or “the blind leading the blind.” Drop the idiom and instead use terms that cut to your point without offending others, such as ignoring, insensitive, or misguided. • The phrase “illegal alien” is doubly dehumanizing in that it implies a person can be legal or illegal and quite literally puts into question the humanity of migrants by calling them aliens. Instead: undocumented migrants, people who are/have been detained, people being held by U.S. Immigration and Customs Enforcement (ICE). • A pow-wow is an inter-tribal social gathering that includes dance, singing, and ceremonial elements. Many tribes and Native organizations hold them on a regular basis. Using this term out of context to refer to a meeting or a quick chat or conversation trivializes the significance of these gatherings. Instead: chat, brief conversation, quick talk, brainstorm. • The term “low man on the totem pole,” when used as an idiom to describe a person of low rank, inaccurately trivializes the tradition and meaning of the totem poles, which do not have a hierarchy of carvings based on physical position. Instead: person of lower rank, junior-level. • The term gypped is used colloquially to imply being ripped off or swindled. The dated term derives from “gypsy” and perpetuates negative and unfair stereotypes. Instead: ripped off, swindled, cheated, conned. For Tips on How To: •Use language mindfully when discussing policies and solutions •Uplift unity, participation, and cooperation over division, extreme individualism, and competition •Reinforce prosperity over scarcity Visit our full guide, here: https://www.opportunityagenda.org/explore/resourcespublications/social-justice-phrase-guide.
THE
LOGO
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Our logo acts as a signature, an identifier and a stamp of quality. It is, and should always be, the most consistent component in our communications. In order to maintain this consistency, a few simple guidelines should be followed.
Ensure clear space is maintained around the logo for legibility and prominence, Use 1/4” measurement to maintain clearance. To ensure that clear space is maintained around the logo for legibility and prominence, photos, text and graphic elements must follow the guidelines illustrated here. Use the letter “A” at scale of the logo as a measuring tool to help maintain clearance.
PRIMARY
LOGO
Avoid using the classic logo colors on dark backgrounds. Chose a variety that “pops” on your background color. Do not use a low-resolution logo or logo with a white background in public-facing materials.
This Advancement Project logos should only be used in their original format, high resolution or vector format. The logo should NOT be rotated, skewed, stretched, or presented in any colors outside branding standards. AVOID using the classic logo colors on dark backgrounds. Chose a variety that “pops” on your background color. DO NOT use a low-resolution logo or logo with a white background in public-facing materials
This logo component which appears to be an “A” is not an “A”. It is actually the Japanese symbol for forward motion. In the center is an equal sign. This symbol references our forward motion toward equality. This symbol may be used on imagery as a watermark or icon for continuity throughout brand materials.
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This color variation should only be used for the California office and materials related to the California office.
This color variation should be used in contrast to dark backgrounds where the full color option is not legible. White logo can be used in tandem with additional brand treatments that call for white logos or black and white printing.
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The Organize-Protest-Vote logo is to be used for petitions or campaigns that have a significant call to action. Acceptable Colors: Tangerine, Galliano, and White.
Ensure clear space is maintained around the logo for legibility and prominence, Use 1/2” measurement to maintain clearance. To ensure that clear space is maintained around the logo for legibility and prominence, photos, text and graphic elements must follow the guidelines illustrated here. Use the letter “O” at scale of the logo as a measuring tool to help maintain clearance.
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THE
COLORS
Colors were selected that reflect our diverse community. Using color appropriately is one way to make sure our materials reflect a cohesive visual story.
PRIMARY
PALETTE
PASTEL GRAY
TANGERINE
GALLIANO
L A SALLE GREEN
HEX: #D2CEC1
HEX: #FFCE00
HEX: #D3A12A
HEX: #116D31
CMYK: 16 |12 | 18 | 0
CMYK: 1 |15 | 90 | 2
CMYK: 4 |28 | 96 | 10
CMYK: 80 |14 | 92 | 30
RGB: 211 |207 | 194
RGB: 255 |206 | 0 | 1
RGB: 211 |161 | 42 | 1
RGB: 17 |109 | 49 | 1
SECONDARY
PALETTE
MIDDLE BLUE
EMERALD
SANDY
LIBERT Y
HEX: #7CD1E7
HEX: #7DC688
HEX: #F9A05B
HEX: #5B51A2
CMYK: 46 |10 | 0 | 9
CMYK: 37 |0 | 31 | 22
CMYK: 0 |36 | 63 | 2
CMYK: 44 |50 | 0 | 36
RGB: 124 |209 | 231
RGB: 125 |198 | 136
RGB: 249 |160 | 91
RGB: 91 |81 | 162
THE
FONTS
When used thoughtfully, typography becomes a powerful brand tool that can add visual meaning to what is communicated. Flexibility comes from using one type family that contains multiple font weights.
Futura PT Font Family
Advancement Aa Aa Aa Aa Aa Aa Aa Aa Aa Aa Bold
Franklin Gothic Font Family
Medium
Book
Light
Advancement Aa Aa Aa Aa Regular
Montserrat Font Family
No more than 2 font families should be used on a document. The only exception would be a decorative font.
protest paint Regular
Heavy
Italic
Condensed
Advancement
Aa Aa Aa Aa Aa Aa Aa Aa Aa Aa Black
Bold
Medium
HEADERS: BOLD - HEAVY FONTS SUBHEADERS: BOLD - MEDIUM FONTS BODY TEXT: MEDIUM - THIN FONTS
Light
Thin
Line spacing, called leading, is critical to setting professional-looking type that is easy to read. Leading should be set tight, but not too tight. These fonts should be used with standard spacing as the font is created .
Futura PT Futura PT
Advancement Aa Aa Aa Aa Aa Aa Aa Aa Aa Aa Bold
Franklin Gothic Franklin Gothic
This font should not be used excessively with brush stroke graphic elements. Be sure to use contrasting colors if the font and brush strokes overlap.
protest paint Regular
Italic
Medium
Book
Light
Advancement Aa Aa Aa Aa Regular
Montserrat Montserrat
Heavy
Condensed
Advancement
Aa Aa Aa Aa Aa Aa Aa Aa Aa Aa Black
Bold
Medium
Outlined Futura font is an option to be used in headers to create a contrast in titles.
Light
Thin
A good rule of thumb is to start with leading that is two points higher than the point size of the text.
OPTIMAL IMAGE SIZES
When making a graphic consider where it will be shared before selecting an image size. If you’re making something that will primarily be displayed online, avoid 8.5x11 or larger graphics as they will be cropped. Reference the preferred image sizes below. Remember, when creating documents for professional printing, you’ll need high resolution images (300dpi and 1/8 inch bleeds on the edges of your design). This generally requires professional graphic design software (Illustrator, InDesign, Photoshop) and cannot be done with online graphic design tools.
POSTS
PROFILE COVER
POSTS
1500x500
Instagram photo sizes (1080x1350 & 1080 x 608) are subject to change; 1080x1080 is standard for brand continuity.
1080x1080 STORIES
1080x1920
TIMELINE
1024x512
PROFILE COVER
820x312
OPTIMAL IMAGE SIZES
When making a graphic consider where it will be shared before selecting an image size. If you’re making something that will primarily be displayed on the website, the below graphic displays preferred sizes for each section.
WEBSITE
OPPORTUNITY
TO LEARN
LOGO IMAGE 200 x 100 px
HERO IMAGE 1920 x 1080 px
THUMBNAIL IMAGE 150 x 150 px
FEATURED IMAGE PORTRAIT
FEATURED IMAGE L ANDSCAPE
1200 x 900 px
900 x 1200 px
OPTIMAL IMAGE SIZES
When making a graphic consider where it will be shared before selecting an image size. If you’re making something that will primarily be displayed via email, the below graphic displays preferred template sizes. No email art should exceed 600 pixels in width.
NEWSLETTER
600px x Any Height
600px x Any Height
ORGANIZE.
PROTEST.
260px x Any Height
VOTE! 260px x Any Heightt
GRAPHIC
ELEMENTS
OVERVIEW When used consistently, these elements create continuity among families of materials. The gradients and brush strokes are meant to further support the idea of forward motion or movement. The colorful image outlines are meant to grab the viewers attenion. The effect does not have to be used on every photo..
GRADIENT OVERL AYS
BRUSH STROKES
BRUSH STROKES