MONARCH BRAND IDENTITY GUIDE
A MESSAGE FROM PEGGY Dear Monarch Family, I am pleased to share our new Monarch brand identity guide. The Monarch brand identity is the tangible expression of all that we stand for. It embodies what we do, how we do it and why we are a beacon of trust and support throughout the communities we serve. In a very real way, members of our communities, our partners, and the people we support experience the Monarch brand through our actions, as well as through the verbal and visual messages we send. Our brand and our visual identity, as expressed in this guide, are critical elements in maintaining and enhancing our high standards. Our “brand” is who we are as an organization. It is the unique promise we make to each person who engages with us about what they can and should expect. It is the image we project, and how that image affects the way people feel about us. Maintaining a strong brand – and with it, a strong reputation and a strong presence in the marketplace of ideas – is therefore of the utmost importance. It requires communicating the remarkable and compelling qualities of Monarch in a consistent, effective and clear manner at all times.
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MONARCH BRAND IDENTITY GUIDE
The standards and guidelines contained in this guide are meant to help us communicate the qualities of our excellent staff, programs and services. These guidelines provide continuity as new programs and initiatives are developed, and offer a reference point for the development of consistent and high-quality communications materials. Each site, division, department and office of Monarch is responsible for complying with these guidelines and applying these standards correctly. I fully support the direction and guidelines contained in this document and expect them to be reflected in all Monarch communications. If you need help in understanding or applying any of the guidelines in this guide, the Director of Marketing and Communications will be happy to assist you. Thank you for helping to ensure that the Monarch brand remains effective, vital and strong.
Dr. Peggy S. Terhune, PhD CEO, Monarch
MONARCH BRAND IDENTITY GUIDE
CONTENTS 0.0 A Message from Peggy
4.0 Colors
1.0 Introduction
4.1 Brand Colors
4.2 Secondary Brand Colors
4.3 Brand Accent Colors
1.1 How to Use this Guide
2.0 Basic Guidelines
2.1 Approved Versions
4.4 Screens and Shades
2.2 The Identity Signature
4.5 One-color Usage
2.3 Wordmark
4.6 Two-color Usage
2.4 Symbol
4.7 Four-color Usage
2.5 Tagline
5.0 Stationery
2.6 Clearance Area
5.1 Stationery System
2.7 Minimum Size
5.2 Corporate and Site Letterhead
2.8 Unacceptable Uses
5.3 Business Cards
5.4 Corporate and Site #10 Envelopes
3.0 Typography
3.1 The Role of Typography
5.5 Large Envelopes or Oversized Packaging
3.2 Brand Fonts
5.6 Email Signature
3.3 Headlines and Subheads
6.0 Questions and Comments
3.4 Staff Fonts
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1.0 Introduction
1.1 How to Use This Guide The Brand Identity Guide is provided to ensure the correct and consistent use of the Monarch brand identity system. Along with the brandmark, typography, color palette and other visual elements, specific directions are included to help you manage your visual communication materials. The Brand Guide is, at its essence, a toolkit. It is not designed to inhibit creativity or expression. The Brand Guide will help Monarch present its messages in a manner that people will both respect and remember. The Monarch brandmark supersedes all logos and artwork created by various groups, sites or affiliates and should be the primary logo used on Monarch print materials, websites, communications and other types of materials. Individual homes, programs, departments or offices may not create their own logo or visual identity, nor may they alter the wording, configuration or appearance of the Monarch brandmark. Doing so diminishes Monarch’s efforts to present a coordinated and professional appearance and creates confusion in the public mind about whether an entity is part of Monarch. This is a very important part of building and keeping the Monarch brand strong.
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MONARCH BRAND IDENTITY GUIDE
Approved Vendors All vendors who use Monarch’s brandmark on merchandise or signage must be approved. Vendors who have access to electronic files of the Monarch’s brandmarks are required to obtain approval and to be added to the Approved Vendor List through the Office of Marketing and Communications on all designs and products that are produced bearing the Monarch brandmark. All design and marketing materials developed by sites of Monarch, or by outside vendors, should be submitted to the Marketing and Communications Department to ensure consistency with the standards within this guide. For questions about guidelines or to request review of a design, please contact the Marketing and Communications at 704.986.1582.
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2.0 Basic Guidelines
2.1 Approved Versions
Preferred use The preferred brandmark is full-color with the tagline.
The full-color version of the Monarch logo is the primary brandmark of the visual identity system. It is strongly recommended that this version be used in branded applications whenever possible. The preferred use is the logo with the tagline “Helping Dreams Take Flight� included.
Preferred use without tagline The tagline should never be used with a different font when placement is under the brandmark.
As one of our most important assets, the brandmark must always appear as shown on this page or in one of the color variations described in these guidelines. Never attempt to redraw or rescale the brandmark or add other graphic elements to its presentation. Do not extract any of the graphic elements contained in the brandmark to use separately. Never reset the tagline in a similar font and place under the logo.
Preferred use without butterfly Where an alternate design is desired or space maybe an issue, please use the logo with the Monarch wordmark and tagline.
For questions about Monarch brandmark uses or to get electronic files please contact the Marketing and Communications at 704.986.1582.
Preferred use with symbol left Where an alternate design is desired or space maybe an issue, please use the logo with the butterfly symbol on the left without the tagline.
The Monarch logo should always be scaled and sized appropriately, never stretched horizontally or vertically.
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MONARCH BRAND IDENTITY GUIDE
Monarch Logo Signature 14 px
symbol 6 px
2.2 The Identity Signature Monarch’s brandmark is comprised of several components. Used together in the composition shown to the left, they create Monarch’s visual identity signature. The signature should never be altered. 2.3 Wordmark The wordmark is the distinctive typographic treatment of the organizational name “Monarch.” The font style is used in the wordmark and is not to be used for any other application in the visual system. Do not re-create the word “Monarch.” If used without the butterfly, you must use the appropriate Monarch wordmark logo file.
6 px
wordmark
tagline
2.4 Symbol Monarch’s symbol is the Monarch butterfly image and is primarily printed as shown in four-color. The butterfly is an image or photograph, not a graphic element. The Monarch symbol is only this butterfly image in the wings out configuration and is always attached to the wordmark in the same position and shown with the same proportions. Do not redraw, replace, or reposition the butterfly within the Monarch wordmark. To request a one-color or two-color version of the logo please contact the Marketing and Communications Department at (704) 986-1582. 2.5 Tagline Helping Dreams Take Flight appears with the Monarch wordmark in a distinctive font and always in the same position. Do not recreate or reposition the tagline. Space limitation and the need for promotional emphasis determine whether the tagline is used. At smaller sizes, the tagline should be dropped from the main brandmark for clarity.
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2.6 Clearance Area A prescribed amount of clear space around the Monarch brandmark should be maintained at all times. No other type or graphic element may appear within the designated clear space. A space equal to the Monarch “M� is recommended on all sides of the logo at all times. When appropriate, a more generous clear zone is always encouraged.
2.7 Minimum Size To ensure the integrity of the Monarch brandmark, do not reduce its width to less than .75 inches for print or special usage, and 90 pixels or 1.25 inches for screen applications. When the logo is used at this size, the approved version is without the tagline.
.75 inch
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MONARCH BRAND IDENTITY GUIDE
1. Do not distort any portion of the signature. 2.8 Unacceptable Uses 2. Do not crop any portion of the The consistent and correct application of the Monarch brandmark brandmark. is essential. Always follow3.the standards in this Do not tiltpresented the brandmark/signature. guide when using the Monarch brandmark. The examples on 4. Do not rotate the this page illustrate some brandmark/signature. of the unacceptable uses and versions of the brandmark. 5. Do not rearrange components in the signature. 6. Do not alter the alignment of any 1. Do not alter the relative size of the symbol and the wordmark. part of the signature. 7. Do alter of the 2. Do not rearrange or modify anynot part of the typeface brandmark. brandmark or signature. 3. Do not stretch or distort part the or brandmark. 8. anyDo notofalter replace the butterfly symbol of the brandmark. 4. Do not rotate the brandmark. 9. Do not add a drop shadow to any 5. Do not change or modify thethe colors of the brandmark. part of signature. 10. Doany notpart alterof the relative size of the 6. Do not add a drop shadow to the brandmark. logotype and logomark.
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7. Do not alter the typeface of the brandmark.
8. Do not alter or replace the butterfly symbol of the brandmark. 9. Do not alter the typeface or alignment of the tagline. 10. Do not modify the colors of the typeface of the brandmark.
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3.0 Typography
3.1 The Role of Typography Typography is another visual element that plays an integral role in establishing a consistent visual identity and strong brand. Typography is one of the most recognizable elements of an identity and helps portray the personality of an organization. The typefaces shown here are examples of members in the chosen font families. Typefaces from the same font family that are not listed here may be used as well. Each new piece designed or developed for Monarch should build a consistent typographic style in the visual system.
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3.2 Brand Fonts (to be used by marketing and design professionals) Berthold Akzidenz Grotesk Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() Berthold Akzidenz Grotesk Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() Berthold Akzidenz Grotesk Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()
3.3 Headlines and Subheads (to be used by marketing and design professionals) Berthold Akzidenz Grotesk Light Extended ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() Berthold Akzidenz Grotesk Medium Extended ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()
Never stretch, shadow, outline or alter the fonts in any way.
3.4 Staff Fonts (correspondence, forms) San serif
Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() Serif option
Times New Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()
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4.0 Color
Primary Brand Colors
4.1 Brand Colors Consistent use of color can build strong brand recognition. This makes it possible for an organization to “own” a certain set of primary colors, by leaving a lasting impression through identification of the organization with that specific color palette. Monarch’s primary color is Monarch Orange or Pantone 1665. This color was selected because it evokes warmth, strength and passion.
MONARCH ORANGE pantone
1665
PMS 1665
CMYK C0 + M76 + Y100 + K0 RGB R221 + G72 + B20 HEX html DD4814
BLACK CMYK C0 + M0 + Y0 + K100 RGB R0 + G0 + B0 HEX html 00000
Color is a subtle tool for communicating the values and integrity of an organization. Monarch’s integrated color system was designed to be flexible, yet consistent, and to add vigor to every aspect of Monarch’s communications.
GRAY or SILVER CMYK C0 + M0 + Y0 + K34 RGB R190 + G190 + B190 HEX html bebebe
To ensure the consistency of the visual identity, specifications for each color are provided for use in print, web and electronic presentation applications. Please note that screen and laserprinter color is not necessarily an accurate representation of actual colors due to variances in monitor and printer calibrations. • Pantone Matching System (PMS) colors and CMYK values are provided for print applications • RGB values are provided for electronic presentation applications • Web safe hexadecimal (HEX) values are provided for web use
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MONARCH BRAND IDENTITY GUIDE
MONARCH ORANGE pantone
1665
4.2 Secondary Brand Colors Monarch Blue and Green (PMS 8201 and 375) should be used within communications to designate key service areas. Monarch Blue has been created to designate Behavioral Health services and Monarch Green to specify I/DD service offerings. These colors are to be used with Monarch Orange at all times.
Secondary Brand Colors
MONARCH GREEN (I/DD)
MONARCH BLUE (BH) pantone
8201
PMS 8201
CMYK C0 + M76 + Y100 + K0 RGB R221 + G72 + B20 HEX html DD4814
pantone
375
PMS 375
CMYK C47 + M0 + Y94 + K0 RGB R146 + G212 + B0 HEX html 92D400
Brand Accent Colors
4.3 Brand Accent Colors Four specific colors have been selected as brand accent colors and can be used with the primary and secondary brand colors to add a “pop” of color in communications and marketing materials. They should be used with Monarch Orange and either Monarch Blue or Green in very small ways. Only these chosen accent colors should be used in Monarch marketing materials.
MONARCH RED pantone
201
PMS 201
CMYK C7 + M100 + Y65 + K32 RGB R152 + G30 + B50 HEX html 981E32
MONARCH BROWN pantone
469
MONARCH LIGHT ORANGE pantone
138
PMS 138
CMYK C0 + M50 + Y100 + K0 RGB R223 + G122 + B0 HEX html DF7A00
MONARCH BRAND IDENTITY GUIDE
PMS 469
CMYK C21 + M70 + Y92 + K70 RGB R96 + G53 + B29 HEX html 60351D
MONARCH IVORY pantone
7401
PMS 7401
CMYK C0 + M5 + Y25 + K0 RGB R241 + G227+ B187 HEX html F1E3BB
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4.4 Screens and Shades The color palette can be increased by using screens and shades that originate from the primary and secondary colors. The lighter tints are created by screening the primary colors against white. The darker tints (shades) are created by adding black to the primary colors. The tints shown here are examples of this range.
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MONARCH BRAND IDENTITY GUIDE
4.5 One-color Usage When reproduction constraints prevent the use of the primary full-color Monarch brandmark, use one of the alternative one-color versions. The one-color brandmarks may not be reproduced in any color other than Monarch Orange (Pantone 1665) and black. 1-color
Reverse
Grayscale
2-color
Request the black and white version of the Monarch brandmark from the Marketing and Communications Department (704) 986-1582 when using faxed communications. 4.6 Two-color Usage Use the two-color version of the logo when specified for print or promotional pieces. 4.7 Four-color Usage The four-color Monarch brandmark is the preferred logo to be used on most applications. 4-color
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5.0 Stationery
5.1 Stationery System The stationery system, letterhead, business cards and envelopes are some of the most fundamental and widely used exposures of the Monarch brand. Consistent use of the logo, color, positioning, typography, paper stock and word processing will ensure a high quality standard in the continued recognition of the Monarch brand. The stationery standards provided in the following pages are to be used by all Monarch sites and affiliates.
All stationery items can be ordered through Jackie McGowen at 704-986-1519 or by email Jackie.McGowen@monarchnc.org.
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MONARCH BRAND IDENTITY GUIDE
5.2 Corporate and Site Letterhead Monarch letterhead shells have been designed and preprinted for your use. Use approved letterhead for communications involving external audiences. For economical reasons, a site letterhead was created so that sites across the state can use Monarch letterhead. The site letterhead sheet is preprinted without the address line at the bottom of the page. Each site must add their own address on the bottom of their letters above the line at the bottom of the page when printing or sending. Top margin 3.5 inches
MonarchCorpLH
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MonarchCorpLH
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Address Info Line 1 Address Info Line 2 Address Info Line 2
Dear Ms. Doe: Lorem ipsum ud et luptat, quate enibh ea facing ex et num deliquat. Ed dolorpe rcidunt volorerit, quis eugue do commolobor summy nullaore do exerat, voloborem er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent pratem dunt lumsandre magna at aut lore conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure molorpe rciliquat.
Duis eriurem velisi bla feu faccumsan utatet la feu faccum er at. quate enibh ea facing ex et num deliquat. Ed dolorpe rcidunt volorerit, quis eugue do commolobor summy nullaore do exerat, voloborem er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent pratem dunt lumsandre magna at aut lore conulput dolor amconsed te tisl
Recommended body copy is set in Arial or Times Roman at 10 pt with 12 pt line spacing. All letter writing should start 1.5 inches from the left edge and 3.5 inches from the top. One inch margins are recommended for the right and bottom. Be sure to leave space around the wing on the bottom right, never to run type too close. A letter template in Microsoft Word can be provided by contacting Jackie McGowen at Jackie.McGowen@monarchnc.org.
dolor aut vel in exerostrud er autem alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure Lorem ipsum ud et luptat, quate enibh ea facing ex et num deliquat. Ed dolorpe rcidunt volorerit, quis eugue do commolobor summy nullaore do exerat, voloborem er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent pratem dunt lumsandre. Magna at aut lore conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure molorpe rciliquat.
Duis eriurem velisi bla feu faccumsan utatet la feu faccum er at. quate enibh ea facing ex et num deliquat. Ed dolorpe rcidunt volorerit, quis eugue do commolobor summy nullaore do exerat, voloborem er ad endion henis nis nis au faciliquatum venibh et am nonsent pratem dunt lumsandre magna aut vel in exerostrud er autem alit wis iustinis diam, veniam, veriliq uipsum ver illaor iriure molorpe rciliquat.
Sincerely, Name Here
350 PEE DEE AVENUE
ALBEMARLE, NORTH CAROLINA 28001
PH (704) 986-1500
H E L P I N G D R E A M S TA K E F L I G H T
(800) 230- 7525
FX (800) 227-8961
WWW.MONARCHNC.ORG
Corporate Letterhead
MONARCH BRAND IDENTITY GUIDE
350 PEE DEE AVENUE
ADD YOUR ADDRESS HERE P (704) 986-1500 (800) 230- 7525
ALBEMARLE, NORTH CAROLINA 28001
H
H E L P I N G D R E A M S TA K E F L I G H T
FX (800) 227-8961
WWW.MONARCHNC.ORG
Site Letterhead
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Business Card www.MONARCHNC.org
Staff CindyName B. Jones Title Assistant Executive
5.3 Business Cards The Monarch business card is an important expression of the brand and is the most frequently used communication tool. Do not recreate or alter the design of the business card.
Director, Finance
350 PEE DEE AVENUE, SUITE A ALBEMARLE, NC 28001 Email first.last@MonarchNC.org cjones@MonarchNC.org
(704) 000-0000 986-1522 PH (704) CELL (704) (704)000-0000 438-3908 FAX (704) 982-5279 (704) 000-0000
Front
5.4 Corporate and Site #10 Envelopes Envelopes have been designed as part of the Monarch stationery system. Please use Monarch envelopes with letterhead when communicating to any external audiences. Do not recreate or alter the design of the envelopes.
HELPING DREAMS TAKE FLIGHT
All stationery items can be ordered through Jackie McGowen at 704-986-1519 or by email Jackie.McGowen@monarchnc.org.
Back
MonarchCorpEnv
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MonarchCorpEnv
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350 PEE DEE AVENUE ALBEMARLE, NORTH CAROLINA 28001
350 PEE DEE AVENUE ALBEMARLE, NORTH CAROLINA 28001
Site Envelope (without address)
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MONARCH BRAND IDENTITY GUIDE
Mailing Labels
5.5 Large Envelopes or Oversized Packaging When using a 9x12 envelope or oversized packaging, please use the approved Monarch laser labels. White is the preferred color for envelopes.
MonarchCorpEnv
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350 PEE DEE AVENUE ALBEMARLE, NORTH CAROLINA 28001
Address Info Line 1 Address Info Line 2
5.6 Email Signature When communicating externally via email, a customized Monarch signature reinforces the brand while easily identifying the sender. The sign-off includes the sender’s contact information including name, address, phone/fax and email, followed by the Monarch logo. The signature should be saved in the MS Office Outlook program, so it is automatically placed into every email message. A Microsoft Word signature template is available from Jackie McGowen at 704-986-1519 or by email Jackie.McGowen@monarchnc.org.
Address Info Line 2
Approved Email Signature Name Bold | Title Italics Direct: (704) 986-1582 | Mobile: (704) 806-0802 | Fax: (866) 836-0692 www.monarchnc.org | first.last@monarchnc.org
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Questions or Comments This guide establishes a basic foundation for developing marketing and communications materials, but these standards cannot address every situation that may arise. Therefore, the guide also includes contact information for the Marketing and Communications Department, whose staff can answer specific questions. To request marketing services, please contact Natasha Suber, Director of Marketing and Communications at 704.986.1582 or by email natasha.suber@monarchnc.org. As this is an early edition of the guide, there may be errors or omissions. You are invited to submit your suggested corrections and changes to the Marketing and Communications Department by e-mailing natasha.suber@monarchnc.org. An updated edition of this guide will be issued each year, or as needed.