VAREP Branding Guide - 2025

VAREP LOGO VISUAL IDENTITY

VAREP IDENTITY GUIDE

01.

PURPOSE & SCOPE

These guidelines define how VAREP’s brand should be presented across all media, events, and partner collaborations. They ensure consistent visual identity, clear messaging, and compliance with legal and accessibility standards.

02.

VAREP BRAND ESSENCE MISSION STATEMENT

Assisting veterans, servicemembers, and surviving spouses with financial stability, housing security, sustainable homeownership, economic opportunity, and VA loan access.

TAGLINE OPTIONS

(CHOOSE ONE AS OFFICIAL): • One Veteran at a Time.

• From Service to Stability. From Stability to Homeownership.

• Strong Families. Stable Homes. Financial Freedom.

VAREP delivers trusted housing, financial, and community solutions designed specifically for veterans, servicemembers, and their families. Every message, image, and partnership must reflect this unwavering commitment to honor service through stability.

CORE VALUES

VOICE & TONE

Service Integrity Community Impact

Clear, supportive, respectful Plain language; avoid jargon Outcome-driven

VAREP IDENTITY GUIDE

03.

LOGO GUIDELINES Primary Logo Example

One-Color Logo

20 mm.

Keep at least "V" height of clear space

Incorrect Uses Do not stretch or compress Do not recolor outside approved palette Do not place on complex backgrounds

One-Color Logo

VAREP IDENTITY GUIDE

04.

COLOR PALETTE Base Color 1

Base Color 2

Base Color 3

C0 M97 Y94 K0

C99 M94 Y8 K1

C0 M0 Y0 K0

R237 G40 B42

R43 G58 B141

R0 G0 B0

05.

TYPOGRAPHY Typeface used in VAREP logo is Adobe Garamond.

30% Black

60% Black

100% Black

Adobe Garamond Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 !”#$%(=?* Adobe Garamond Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 !”#$%(=?* Adobe Garamond Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 !”#$%(=?* Adobe Garamond Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 !”#$%(=?*

VAREP IDENTITY GUIDE

06.

IMAGERY STYLE PHOTOGRAPHY GUIDELINES • Real military families, veterans, and diverse communities • Natural light, authentic settings • Avoid clichés (e.g., staged salutes, generic flags)

APPLICATION MOCKUPS BUSINESS CARDS

• Use primary logo on front, left aligned.

• Contact details in Adobe Garamond, 10–12pt.

• Only official titles and emails permitted.

Jasmin Velasco Junior Video Editor U.S. Army

O: (951) 444-7845 E: JVelasco@VAREP.net

EMAIL SIGNATURE

• Use primary logo on front, left aligned.

• Contact details in Adobe Garamond, 10–12pt.

• Only official titles and emails permitted.

PRESENTATION SLIDES (POWERPOINT/KEYNOTE) • Title slides: full logo + tagline.

• Content slides: smaller logo bottom-right.

• Fonts: Adobe Garamond Pro (headings) + .........................

Calibri (body).

EVENT BANNERS/FLYERS • Use official red/blue palette only.

• Equal clear space around logo.

• Tagline optional, not mandatory.

495 E. Rincon St. #110 Corona, CA 92879 www.VAREP.net

VAREP IDENTITY GUIDE

07.

MESSAGING STANDARDS Tone Example: • Instead of: “Apply today for financial help!”

• Use: “Get personalized guidance to strengthen your financial future.”

Tone Example: • “Services are provided at no cost to participants; optional HUD class fee may . apply (not to exceed $99).”

• “When financial products are presented, a minimum of three options will be included.”

SOCIAL MEDIA BRANDING Tone & Style • Informative, supportive, solution focused.

• Never political, partisan, or confrontational.

• Use people-first language (e.g., “veterans and their families,”not “the vets”).

• “When financial products are presented, a minimum of three options will be included.”

Hashtag Guidance Tone & Style • Always: #VAREP #VAREPNation #HousingForHeroes #VAREPStrong • Optional: #FromServiceToStability, #WeGotYourSix

Disclosure • Sponsored or partner content must include #ad or “sponsored by…

Example Post (LinkedIn): “Proud to partner with [Partner] to expand financial literacy for military families. Together, we’re building stronger futures. #VAREPNation #HousingForHeroes”

VAREP IDENTITY GUIDE

08.

ACCESSIBILITY • All digital content must meet WCAG 2.0 AA minimum.

• Provide alt text for all meaningful images.

• Use headings (H1, H2, H3) correctly in web/email templates.

• Ensure sufficient color contrast (minimum 4.5:1 ratio).

09.

CO-BRANDING WITH PARTNERS

LOGO LOCKUP MOCKUP (HORIZONTAL EXAMPLE) • Equal visual weight • Maintain partner clear-space rules • Do not alter partner logos Language Example: • Correct: “In partnership with [Partner]” • Incorrect: “[Partner] endorses VAREP” (unless approved)

LOCAL CHAPTER BRANDING • Logo Lockup: Local chapter logos must use the approved “VAREP [City/ State]” format. No creative alterations.

• Imagery: Local imagery may be added but must align with VAREP’s authentic style (no staged salutes, no generic stock flags).

• Events: Local flyers and banners must use national templates. Customization allowed for date, location, and sponsor list.

• Approval: All chapter marketing must go through the same Marketing → Compliance → Executive approval flow.

VAREP IDENTITY GUIDE

10.

LEGAL & COMPLIANCE • Avoid UDAAP (Unfair, Deceptive, or Abusive Acts or Practices) language • Do not use partner/member data outside agreed scope • Disclose sponsorships/endorsements clearly (#ad, “sponsored by…”)

• No use of member or partner data in AI training without written consent

11.

APPROVALS & GOVERNANCE INTERNAL PROCESS 1. Draft by Marketing 2. Compliance Review 3. Executive Sign-off PARTNER REVIEW • Submit co-branded materials for approval • Publish only after written consent FILE MANAGEMENT & DISTRIBUTION • Brand Assets Repository: All logos, templates, and style sheets are stored at [insert SharePoint/Google Drive link].

• Request Access: Staff and partners must request permission from Marketing.

• Update Alerts: When new assets are uploaded, a notification email will be sent to all chapter leaders and staff.

12.

ASSET CHECKLIST • Logos (EPS, PNG, SVG) • Approved lockups (VAREP + Partner) • Color & typography sheets • Flyer template • Email template • Social media post template • Event banner mockups • Approval workflow chart

VAREP IDENTITY GUIDE

VAREP NATIONAL 462 Corona Mall, Ste 102 Corona CA 92879 951-444-7363 jlopez@varep.net www.varep.net