VISUAL STANDARDS & BRANDING STYLE GUIDE v1.4 April 18, 2015
USMM - Visual Standards & Branding Style Guide
VISUAL STANDARDS & BRANDING STYLE GUIDE Our brand is our most valuable asset in visual communications. The consistent application of a cohesive identity is crucial to supporting the vision we carry. It embodies our mission and is often the first impression of the U.S. Marshals Museum, in print and online. This guide contains rules, examples and instruction for maintaining solidarity and consistency in all of USMM visual communications. Every staff member, intern, contractor and volunteer is responsible for ensuring that the standards outlined in this guide are carried out in our communications.
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USMM - Visual Standards & Branding Style Guide
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Long Variation
Short Variation
Mark-Only Variation
THE LOGOS VARIATIONS Long Variation The long variation of the logo is a modified version of our original logo used for web and landscape print purposed.
Short Variation The short variation (commonly referred to as the full version) of the logo is our original mark and should be used first before the long variation or the mark-only variation.
Mark-Only Variation Use of this variation will be extremely rare and will only be used in print or web if deemed to be absolutely necessary to the success of the project, or if use of the long or short variation is not possible. Please do not use this variation unless verification has been confirmed by the Media Developer.
USMM - Visual Standards & Branding Style Guide
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COLORS These are the approved colors for use in the USMM logo, and other branding purposes. Please use only these colors for the logo. If you use black or white, please see “grayscale” on the example page. This is crucial to maintaining consistency. This color palette can be provided to designer and/or outside contractors producing material for the USMM.
RGB
CMYK
HEX
PANTONE
R: 226 G: 168 B: 85
C: 0% M: 30% Y: 72% K: 11%
e2a855
PANTONE 7510 C
R: 134 G: 177 B: 216
C: 42% M: 15% Y: 0% K: 6%
86b1d8
PANTONE 644 C
R: 148 G: 147 B: 132
C: 0% M: 0% Y: 16% K: 50%
949384
PANTONE 416 C
R: 35 G: 31 B: 32
C: 0% M: 0% Y: 0% K: 100%
231f20
BLACK
R: 245 G: 222 B: 193
C: 3% M: 12% Y: 24% K: 0%
f5dec1
PANTONE 7507 C
USMM - Visual Standards & Branding Style Guide
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FONTS The fonts used in the USMM logo are complimentrary of the logo itself. Please see below for the correct type face. Please note there are type faces also listed below that compliment the USMM logo. Please use these for graphic design purposes.
OFFICAL TYPE FACE OF USMM
MrsEavesSmallCaps.TTF (Type Name) TYPED IN ALL CAPS Typed With Normal Dictation COMPLIMENTARY FONT FAMILIES
GOTHAM.OTF: BOOK, MEDIUM, BOLD, BLACK Usually complimented just in All-Caps
*To receive these .otf or .ttf please email our Media Developer, contact information located on last page.
USMM - Visual Standards & Branding Style Guide
IN TYPE In reference to the U.S. Marshals Museum or the U.S. Marshals Service WHEN REFERRING TO THE MUSEUM • The full name is U.S. Marshals Museum • Preceding ‘the’ is always lower case, except when it begins the sentence. • “The Marshals Museum is growing.” • “When the Marshals Museum is built...” • The official abbreviation is USMM • Acceptable shortened version is the Marshals Museum • It is only the United States Marshals Museum on the exterior of the building. WHEN REFERRING TO THE U.S. MARSHALS SERVICE • • • • •
The full name is the U.S. Marshals Service Preceding ‘the’ is always lower case, except when it begins the sentence. • See examples above. The official abbreviation is USMS Acceptable shortened version is the Marshals Service, or U.S. Marshals. It is never the United States Marshals Service.
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USMM - Visual Standards & Branding Style Guide
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CORRECT USAGE
On a Black Background
On a White Background
Mark-Only on Black
U.S. MARSHALS
MUSEUM
Grayscale
Mark-Only on White
USMM - Visual Standards & Branding Style Guide
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INCORRECT USAGE SKEWED OR STRETCHING.
USING ANOTHER COLOR BESIDES BLACK OR WHITE ON THE TYPE IN THE LOGO.
ADDING A BORDER TO THE LOGO ITSELF.
ON TOP OF SOMETHING OTHER THAN BLACK OR WHITE BACKGROUND.
*IMPORTANT* Follow the same rules when using the long and mark-only variation of logo.
USMM - Visual Standards & Branding Style Guide
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PLACEMENT This is intended for reference when designing or using the USMM logo online or in print.
For placement, a good rule of thumb is to take the height of the letters, x, and keep all elements the length of x away from the sides and top of the logo.
x
x
x x
x
x
x
x x
x x
x
Start initial text here...
x
Start initial text here... For example online or in a magazine article, the text should be aligned with the article like this example text.
USMM - Visual Standards & Branding Style Guide
SOCIAL MEDIA It is imperative while using the USMM brand on social media it is properly linked back to us. Any time graphics, articles, references, or information goes out involving the USMM, tagging us is vital. Below is a list of official outlets and hashtags we are using.
OUTLETS TWITTER - @marshalsmuseum FACEBOOK - @marshalsmuseum INSTAGRAM - @marshalsmuseum YOUTUBE - @usmarshalsmuseum
HASHTAGS #builditusmm #USMM #USMMFSM
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USMM - Visual Standards & Branding Style Guide
BLACK MARKET GRAPHICS WHAT ARE BLACK MARKET GRAPHICS? Black Market Graphics are those that are designed and distributed without approval from the USMM. Graphics designed in this manner will stand out in unexcellent fashion and will misrepresent our brand to all those who come into contact with them. Let’s work together and avoid that outcome. Continued misuse of the USMM brand could result in termination of advertising agreements or partnerships. Please submit all third party graphics to our Media Team prior to circulation. This can be done on our website, http://usmarshalsmuseum.org/design-resources
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USMM - Visual Standards & Branding Style Guide
NEED HELP? WE ARE HERE TO HELP IF YOU HAVE A PROBLEM. This guide is designed to empower you on whatever project you are working on. Our team is here to help. If you have any questions, comments, or aren’t sure of proper usage, please contact our Media Developer. MASON KESNER Media Developer Office: (479) 709-3766 Cell: (479) 287-2529 mkesner@usmarshalsmuseum.org
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