VAREP LOGO VISUAL
IDENTITY
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.
LOGO GUIDELINES
Primary Logo Example
One-Color Logo
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
04. COLOR PALETTE
05.
TYPOGRAPHY
Typeface used in VAREP logo is Adobe Garamond.
Adobe Garamond Pro
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
01234567890 !”#$%(=?*
Adobe Garamond Pro
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
01234567890 !”#$%(=?*
Adobe Garamond Pro
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 01234567890 !”#$%(=?*
Adobe Garamond Pro
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 01234567890 !”#$%(=?*
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.
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.
07.
MESSAGING STANDARDS
Tone Example:
• Instead of: “Apply today for financial help!”
• Use: “Get personalized guidance to strengthen your financia l future.”
Tone Example:
• “Services are provided at no cost to participants; optiona l 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 famili es,”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 “sponsore d by…
Example Post (LinkedIn):
“Proud to partner with [Partner] to expand financial literacy fo r military families. Together, we’re building stronger futures. #VAREPNation #HousingForHeroes”
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)
Language Example:
• Correct: “In partnership with [Partner]”
• Equal visual weight
• Maintain partner clear-space rules
• Do not alter partner logos
• 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. Customiza tion allowed for date, location, and sponsor list.
• Approval: All chapter marketing must go through the same Marketing → Compliance → Executive approval flow.
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, “sponsore d 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
