airs_styleguide_MASTER_book

AIRS/I&R Branding STYLEGUIDE

Information & Referral connecting people to community services

rayogram | January 26, 2011

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rayogram | January 26, 2011

Contents

A New Approach to I&R

2

New Brand Language

4

I&R Logotype

6

Logotype Considerations

8

Logotype Lockup

10

Some Specific Uses

12

Lockup With AIRS logo

15

AIRS/I&R Branding STYLEGUIDE

A New Approach to I&R The Alliance of Information and Referral Systems (AIRS) has created a new identity for “Information & Referral”. The system will includes a visual mark, style guide and tag line defining the value of Information & Referral.

The Alliance of Information and Referral Systems (AIRS) is an association with 1,200 organizational and 200 individual members in the United States, Canada, and overseas.

AIRS members improve access to services for all people through quality information and referral (I&R). AIRS provides a professional umbrella for all I&R providers in both public and private organizations. Comprehensive and specialized I&R programs help people in every community and operate as a critical component of the health and human service delivery system.

The system is meant to identify AIRS and the Information & Referral industry as: pioneering, forward-thinking convener of I&R professionals (bringing specialties together) standard-bearer (providing standards to the field, accreditation, credential) technologically adept down-to-earth, cost-conscious out of respect to members’ means What is Information & Referral?

The goal of Information and Referral services is to provide current and accurate information and/or provide an appropriate referral in order to assist people in connecting with a service that will meet their needs.

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rayogram | January 26, 2011

New Brand Language The new AIRS and I&R language speaks to the broad audience: AIRS members, their funders and clients. It also bridges the gap between consumer and business-to-business appeals while being results-oriented and ‘declarative’, defining the value it I&R brings.

Some of what the new language system accomplished include: presenting the clearest, most direct definition of I&R ­— steering clear of jargon illustrating the inherent value of I&R using active verb that does not under- or oversell I&R services addressing ‘people’ as a whole not singling out ‘people in need’ incorporating the important concept of ‘connecting’ using the broad umbrella of ‘community services’

AIRS/I&R Branding STYLEGUIDE

AIRS tagline:

Setting the Standards for Information & Referral Services I&R tagline:

Connecting People to Community Services

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rayogram | January 26, 2011

I&R Logotype The new I&R logotype is an innovative rendering of the letters I and R. The mark should be rendered in the particular blue color or solid black. The tagline should if possible by rendered in black. In the case of one-color printing, either all black or all blue is acceptable.

“I&R” is a recognized mnemonic for “Information and Referral”. Adhering to this convention builds on existing understanding both within and outside of current industry members.

The use of type for the tagline attached to the logotype is simple and conservative, allowing the message to transfer clearly and easily.

AIRS/I&R Branding STYLEGUIDE

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Logotype Color: RGB: Red: 36 Green: 109 Blue: 188 Pantone: 2925 CMYK: Cyan: 85 Magenta: 56

Information & Referral connecting people to community services

Tagline Font: Century Schoolbook Italic and Regular

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rayogram | January 26, 2011

Logotype Considerations The new I&R logotype is the result of an extensive analysis and exploration.

There is no clear norms to follow while designing for the I&R industry. Common elements that are avoided in AIRS new visual style include telephone iconography, communication waveforms and other generic graphic flourishes.

AIRS’ I&R mark distinguishes itself with it’s simplicity and witty combination of the predictable letter forms. While simple and direct, the mark evokes values and ideas central to AIRS’ concept of Information and Referral: The rendering of the “I” in the logotype reminds us of the familiar information icon commonly seen in all manner of media The particular lowercase, italic “i” was chosen to evoke the personal humanity central to I&R activities.

The use of positive and negative space in the mark refers visually to a puzzle piece, communicating an idea of finding the missing piece to make things whole. The elegant gesture of finding the “i” in the “R” suggests the general idea of finding something hidden in plain site.

AIRS/I&R Branding STYLEGUIDE

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Brand Landscape:

i i

The new I&R mark stands out from the visual styles employed by others in the I&R industry.

Information Information & & Referral Referral connecting connecting people peopleto to community services helpful human services

Information & Referral connecting people to helpful human services

i h d d en i n p l a i n s i g h t

Information “i”: Seen here in a google search (left), evoking the personal humanity in Information and Referral (right).

A Curious Formal Property: The uppercase “R” contains a lowercase “i”.

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rayogram | January 26, 2011

Logotype Lockup The new I&R logotype has been designed to use in a variety of situations.

There is a vertical and horizontal version: The horizontal lockup with it’s proportionally larger tagline is approriate for

Information & Referral connecting people to community services

instances where it will be run smaller.

Information & Referral connecting people to community services

Single-color and two-color versions:

The all blue one-color version (far right) is the LEAST desirable execution.

Information & Referral connecting people to community services

Information & Referral connecting people to community services

Information & Referral connecting people to community services

The mark can be knocked out of a darker background when required: When knocked out of a darker background, the mark should always be rendered as WHITE (never as blue)

Information & Referral connecting people to community services

Information & Referral connecting people to community services

AIRS/I&R Branding STYLEGUIDE

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The mark will be used on letterhead and Web sites: Bottom Left Corner, ACME Hotline Referral Services 123 Elm Street, Cincinati, OH 12345

When Possible: The I&R branding will be commonly used on member’s letterhead and Web sites. The preffered position is on the bottom left. Make sure that the mark is surrounded by sufficient white space.

AIRS AIRSSTANDARDS STANDARDS FOR FORPROFESSIONAL PROFESSIONAL INFORMATION&&REFERRAL REFERRAL INFORMATION ANDQUALITY QUALITYINDICATORS INDICATORS AND

Setting Standards for I&R

Information & Referral connecting people to community services

Setting Standards for I&R

Version 6.0 Revised January 2009

i

Information & Referral connecting people to Information Referral helpful human& services

connecting people to helpful human services

Version 6.0 Revised January 2009

Published by: Alliance of Information and Referral Systems

Published by: !"

Alliance of Information and Referral Systems !"

The mark should always be surrounded by ample breathing room: x

½x

Let it Breath: Surround the mark with empty space equal to at least half the width of the

½x

½x

logomark.

Information & Referral connecting people to community services

½x

The Mark, Unmodified,

When usage goes below a certain size, the tag line should be left off:

Reads at Very Small Sizes: When used smaller than

¾"

Information & Referral connecting people to community services

¾" tall, do not use the tagline.

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rayogram | January 26, 2011

Some Specific Uses The new I&R branding will be used on various documents produced by AIRS. AIRS Documents Presents Special Cases: The I&R branding can be used either with or without being connected to the AIRS mark. When used alone, it should be on the lower left.

AIRS STANDARDS AIRS STANDARDS FOR PROFESSIONAL FOR PROFESSIONAL INFORMATION & REFERRAL INFORMATION & REFERRAL AND INDICATORS AND QUALITY QUALITY INDICATORS

Setting Setting the the Standards Standards for & for Information Information & Referral Referral Services Services

2010 Annual Report

Version Version 6.0 Revised 2009 Revised January 2009 Published by: Published Alliance of of Information Information and Referral Alliance Referral Systems Systems !"

Information & Referral connecting people to community services

AIRS/I&R Branding STYLEGUIDE

11

The new I&R branding will be used on the AIRS Web site (http://www.airs.org) The AIRS Web Site Presents a Special Case: The mark could be placed in the top banner or on the bottom left.

In most cases, the I&R branding will be on the bottom left of a Web page.

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rayogram | January 26, 2011

The new system also anticipates use on letterhead and email signatures.

AIRS STANDARDS AIRS STANDARDS FOR PROFESSIONAL FOR PROFESSIONAL INFORMATION & REFERRAL INFORMATION & REFERRAL AND INDICATORS AND QUALITY QUALITY INDICATORS

123 Elm Street, Cincinati, OH 12345 Setting Setting the the Standards Standards for & for Information Information & Referral Referral Services Services

Version Version 6.0 Revised 2009 Revised January 2009 Published by: Published Alliance of of Information Information and Referral Alliance Referral Systems Systems !"

Information & Referral assisting people with helpful community services

AIRS/I&R Branding STYLEGUIDE

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AIRS STANDARDS AIRS STANDARDS With AIRS logo FORLockup PROFESSIONAL FOR PROFESSIONAL NFORMATION & REFERRAL The new I&R logotype will commonly be used alongside the AIRS logo. The typographic INFORMATION & REFERRAL style for the tag line is consistent for both brands.

AND INDICATORS AND QUALITY QUALITY INDICATORS

Setting Setting the the Standards Standards for Information & for Information & Referral Services Referral Services

Information & Referral connecting people to community services

Version Version 6.0 Revised 2009 Revised January 2009

Published by: Published Alliance of of Information Information and Referral Alliance Referral Systems Systems !"

Tagline Font: Century Schoolbook Italic and Regular

Information & Referral connecting people to community services