BRAND MANUAL
Mission. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 05 ALPFA isn’t . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 06 misión | missão
ALPFA no es . . . | ALPFA não é . . .
Tagline. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 05 Target Audience. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 08 eslogan | slogan
público objectivo | público-alvo
Meet ALPFA’s Audience Segments . . . . . . . . . . . . . . . . . . . 08
ALPFA C.O.D.E.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 05 Logo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Tone. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 06 tono de voz | tom de voz
logotipo | logotipo
Logo Clear Space. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Membership. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 06
Logo Minimum Size . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Corporate Partners or any External Communications. . . . 06
Incorrect Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
ALPFA is. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 06 ALPFA es . . . | ALPFA é . . .
02 | ALPFA BRAND GUIDELINES
Program and Specialty Logos. . . . . . . . . . . . . . . . . . . . . . . . 15 Chapter Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Co-Branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Colors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Stationery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 paleta de colores | paleta de cores
papelería | papelaria
Main Colors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Letterhead. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Secondary Colors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Business Cards. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Specialty Color Palettes. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Email Signature. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 LinkedIn Cover Image . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Typeface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 tipografía | tipografia
Primary Font. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Secondary Font. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Type Style Sheet. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
ALPFA BRAND GUIDELINES | 03
04 | ALPFA BRAND GUIDELINES
misión / missão | MISSION
Mission
Tagline
misión | missão
eslogan | slogan
Connect Latino Leaders for Impact.
Empowering Latino Leaders
ALPFA C.O.D.E. COMMUNITY
OWNERSHIP
We will customize programs that enhance your connectivity to the Latino workforce and reach your goals.
You have our commitment, accountability, and preparedness in helping you achieve your goals across every level of your organization.
DEVELOP
EMPOWER
We will help you develop your employee resources, leading to increased retention, stronger promotion pipelines, and enhanced recruiting.
We empower your organization to lead in all forums by providing access to, and helping you develop, the leaders of tomorrow.
ALPFA BRAND GUIDELINES | 05
TONE | tono de voz / tom de voz
Tone tono de voz | tom de voz The overall tone of ALPFA communications is empowered and inclusive. We are an organization that represents a wide and varied ethnic group that spans multiple countries and continents and speaks multiple languages. Using inclusive language that represents our membership is important, not only for us, but for our members and partners as well.
Membership The tone of ALPFA communications to membership should be informal, consistent, and informative. The tone is community-focused and human-centered. It shouldn’t sound as though you are addressing an unknown party or a corporation, but rather your ALPFAmilia! The members are our colleagues, our friends, and the foundation of ALPFA; the tone in which you address them should reflect that.
Corporate Partners or any External Communications The tone of ALPFA communications to corporate partners is, and should be, different to the tone we use when addressing membership. The tone for these communications is professional, clear, and cohesive.
ALPFA is . . .
ALPFA isn’t . . .
ALPFA es . . . | ALPFA é . . .
ALPFA no es . . . | ALPFA não é . . .
Authenticity
Family
Partisan
Insulting
Equitable
Home
Boastful
Rude
Leadership
Growth
Mean-spirited
Dull
Empowerment
Compassion
Close-minded
Brash
Belonging
Strength
Apathetic
Ostracizing
Community
Proud
Joy
Passionate
06 | ALPFA BRAND GUIDELINES
tono de voz / tom de voz | TONE
ALPFA BRAND GUIDELINES | 07
TARGET AUDIENCE | público objectivo / público-alvo
Target Audience público objectivo | público-alvo ALPFA’s target audience spans generations, cultures, socio-economic levels, gender, race, sexualities and career paths — it is a large, varied population and because it is so all-encompassing, paying attention to audience segments is all the more important. From the students to the executives, ALPFA’s mission is to connect and empower the Latino leader that everyone has the potential to be. Paying attention to and tailoring content for specific audience segments will lead to more authentic engagement and increase brand recognition within younger markets and intentionality from more mature markets.
Meet ALPFA’s Audience Segments Student Name: Elianna Age: 19 Major: Freshman studying accounting Salary: $15,000 Favorite Brands: Google, Nike, SheIn, Amazon Hobbies: Enjoys going out with friends Likes to explore museums 5K marathon runner
Pain Points: First generation college student Feeling isolated and homesick Struggling financially
I’m proud of myself for getting this far but I need a community of people who look like me to get where I want to go.”
08 | ALPFA BRAND GUIDELINES
público objectivo / público-alvo | TARGET AUDIENCE
Early Career Name: Jorge Age: 22 Major: Entry-level accountant Salary: $45,000 Favorite Brands: Apple, Dunkin, Netflix Hobbies: Enjoys going out with friends Golf enthusiast Avid hiker
Pain Points: First generation college graduate First time navigating corporate culture
Accounting can be isolating work and I haven’t been meeting many people in my industry since the pandemic hit. It’s time for me to begin attending events again.”
Seeking support and community
Mid-Level Career I’m very happy with where I am in life right now. I simply want to network to meet new people not necessarily for career advancement.”
Name: Justin Age: 30 Major: Consultant Manager Salary: $125,000 Favorite Brands: Peloton, Adidas, HBO Hobbies: Enjoys to go to new restaurants Invests in crypto Takes solo road trips at least once a month
Pain Points: Job is demanding and time consuming Experiences virtual fatigue Does not like small talk and inauthentic conversations
ALPFA BRAND GUIDELINES | 09
TARGET AUDIENCE | público objectivo / público-alvo
Chapter Leader I’m ready for the next level in my life. I want to set roots and build wealth but I need the right people around me to take the necessary steps.”
Name: Jessica Age: 33 Major: Banking Manager Salary: $100,000 Favorite Brands: Starbucks, Etsy, New Balance Hobbies: Avid reader of fiction and personal development books
Loves to cook and try new recipes often Horseback rider
Pain Points: Poor sense of recognition from employer Little to zero professional development Needs access to c-suite mentoringship
Career Changer I’m unmotivated and bored with my job. I’ve been doing it for 15+ years. I need something new but I don’t know what I can do that can allow me to keep my lifestyle.”
Name: Kelvin Age: 38 Major: Information IT Director Salary: $180,000 Favorite Brands: Sony, Samsung, Poland Springs Hobbies: Marvel Comic Collector Vintage Car Enthusiast Bicyclist
Pain Points: Feels unmotivated in his role and industry Has become accustomed to a certain level of wealth that does not want to compromise Does not like to network in large crowds
10 | ALPFA BRAND GUIDELINES
público objectivo / público-alvo | TARGET AUDIENCE
Senior Level Name: Emanuela Age: 45 Major: Senior Finance Manager Salary: $160,000
I like my job but I want to explore new ways I can create impact and side income outside of my day job.”
Favorite Brands: City Target, Uniqlo, Uber Hobbies: Crocheting Book Club Leader Swimming
Pain Points: Difficulty understanding and planning for big picture business development
Limited time and energy for in-person events
Partner Finding diverse talent is my personal mission. I just need to make sure that I am in front of the right audience and at the right time to make those genuine connections.”
Name: Jessica Age: 38 Major: Senior Recruiter For Fintech Salary: $175,000 Favorite Brands: Google, Delta, Patagonia Hobbies: Yoga instructor Loves going to the beach with friends on the weekends Enjoys seminars on personal development
Pain Points: Latino/x talent retention within their company
Difficulty with creating authentic programming and content for Latinos Does not know how to engage and or show up in the Latino community
ALPFA BRAND GUIDELINES | 11
LOGO | logotipo / logotipo
Logo logotipo | logotipo The ALPFA logo is the face of ALPFA, the primary visual expression that we use to identify the organization. This means that we need to be careful to use it correctly and to do so consistently.
12 | ALPFA BRAND GUIDELINES
logotipo / logotipo | LOGO
Logo Clear Space
10%
100%
10% 10%
Clear space is a safe zone around the logo that should be around the logo at all times. This means that nothing else should be within the logo’s clear space. Clear space allows the logo to breathe, maximize the visibility and make the best impact.
100%
For ALPFA’s logo, the clear space should be 10% of the width and height of the logo on all four sizes.
10% A good rule of thumb about clear space is that is should be about the same size as the “ALPFA” in the logo!
Logo Minimum Size
.75 in
To ensure readability, we have a minimum logo size for the ALPFA logo: 0.75 inches.
ALPFA BRAND GUIDELINES | 13
LOGO | logotipo / logotipo
Incorrect Usage Please exercise care when using both the ALPFA logo. DO NOT modify, change or otherwise alter any of the logo elements (color, typeface, proportions, etc.) We have prepared a few incorrect uses of the logo on this page as an example of what NOT to do.
DO NOT: change the logo’s orientation or rotation
DO NOT: disproportionally scale or resize the logo
Welcome!
` DO NOT: display the logo with color combinations that render it unreadable
14 | ALPFA BRAND GUIDELINES
DO NOT: change the color of the logo, even if it looks similar OR is another ALPFA color
DO NOT: add an outline or stroke to the logo or display the logo as an outline.
DO NOT: display any additional text or graphics within the logo’s clear space or add any effects to the logo
logotipo / logotipo | LOGO
Program and Specialty Logos Women of ALPFA
ALPFA Pride
ALPFA Veterans
Most Powerful Latinas
¨
V ETERANS ALPFA +
ALPFA Cares
ALPFA BRAND GUIDELINES | 15
LOGO | logotipo / logotipo
Chapter Logos Chapter logos are created for each active chapter to use for their specific chapter needs. General chapter logos are provided in Full Color, Black, and White and are available to be downloaded. Specialty chapter logos, such as Pride or ALPFA+ logos, are also available and are meant to be used for those specific programs or events, NOT as a general chapter logo.
General Chapter Logo Black
Full Color
Gotham City
Gotham City
White
`Gotham City
Specialty Chapter Logos ALPFA +
ALPFA Pride
Gotham City
GOTHAM CITY
16 | ALPFA BRAND GUIDELINES
logotipo / logotipo | LOGO
Co-Branding Co-Branding with another ALPFA program The ALPFA Logo is meant to be used in conjunction with our programing and specialty logos, with the exception of the ALPFA Pride logo. When using more than one ALPFA logo, separate the two logos with a thin vertical line. Best practice to keep things clean and easy to read is to use the all black or all white versions of both logos so that there aren’t to many colors. If a Full Color logo must be used, make sure it is the main ALPFA logo.
Co-Branding with an outside organization When co-branding with an outside organization or partner being mindful of placement and size is important. The ALFPA logo and the partner logo should be the same size and should follow the clear space regulations for both ALPFA and the other organitization. There are two ways to co-brand, one is with the ALPFA logo as shown below on the left. Same as with co-branding with ALFPA programs, the two logos are separated with a thin line in ALFPA grey. Depending on the logos and placement needs, they can be horizontal or stacked. The other option, if the partner logo and the ALPFA logo do not fit together nicely (for example, if the the partner logo is just a line of text), is to just use the acronym “ALPFA” in Metropolis Black. To separate the logos in this case, please use a lowercase “X” as shown below on the right.
ALPFA BRAND GUIDELINES | 17
COLORS | paleta de colores / paleta de cores
Colors paleta de colores | paleta de cores Colors communicate almost instantly. ALPFA’s color palette spreads across different visual elements including social media posts, websites, marketing ads, event design, merchandise and more. ALPFA’s colors are rich and vibrant, with depth (just like our membership!).
Main Colors
ALPFA Blue
Scarlet
Teal
azul | azul
escarlata | escarlate
verde azulado | verde azulado
Pantone 7686 C C: 98 M: 77 Y: 14 K: 2 R: 29 G: 79 B: 145 #1D4F91
Pantone 187 C C: 23 M: 100 Y: 88 K: 15 R: 166 G: 25 B: 46 #A6192E
Pantone 321 C C: 84 M: 29 Y: 38 K: 3 R: 0 G: 140 B: 149 #008C95
ALFPA Red
ALPFA Navy
ALPFA Grey
rojo | vermelho
azul marino | azul marinho
gris | cinza
Pantone 1795 C C: 10 M: 98 Y: 93 K: 1 R: 210 G: 38 B: 48 #D22630
Pantone 295 C C: 100 M: 89 Y: 36 K: 35 R: 0 G: 40 B: 85 #002855
Pantone 429 C C: 46 M: 34 Y: 32 K: 1 R: 162 G: 170 B: 173 #A2AAAD
18 | ALPFA BRAND GUIDELINES
paleta de colores / paleta de cores | COLORS
Secondary Colors ALPFA’s secondary color palette is used to add interest and make certain information stand out. It can also be used to create color palettes for ALPFA-branded events and social media campaigns.
Orange
Green
Yellow
Bright Pink
naranja | laranja
verde | verde
amarillo | amarelo
rosa brillante | rosa brilhante
Pantone 716 C C: 0 M: 64 Y: 100 K: 0 R: 234 G: 118 B: 0 #EA7600
Pantone 7739 C C: 82 M: 15 Y: 100 K: 2 R: 49 G: 155 B: 66 #319B42
Pantone 116 C C: 0 M: 18 Y: 100 K: 0 R: 255 G: 205 B: 0 #FFCD00
Pantone 214 C C: 13 M: 100 Y: 36 K: 0 R: 206 G: 15 B: 105 #CE0F69
Using the Secondary Colors When using ALPFA’s secondary colors, make sure to use AT LEAST TWO of the main colors as well.
Secondary colors
Main colors
Example Color Palette Three
Main colors
Example Color Palette Two
Secondary color
Secondary colors
Main colors
Example Color Palette One
ALPFA BRAND GUIDELINES | 19
COLORS | paleta de colores / paleta de cores
Specialty Color Palettes ALPFA +
Black
White
negro | preto
blanco | branco
C: 0 M: 0 Y: 0 K: 100 R: 0 G: 0 B: 0 #000000
C: 0 M: 0 Y: 0 K: 0 R: 255 G: 255 B: 255 #FFFFFF
Bright Pink
Teal
amarillo | amarelo
rosa brillante | rosa brilhante
verde azulado | verde azulado
Pantone 116 C C: 0 M: 18 Y: 100 K: 0 R: 255 G: 205 B: 0 #FFCD00
Pantone 214 C C: 13 M: 100 Y: 36 K: 0 R: 206 G: 15 B: 105 #CE0F69
Pantone 321 C C: 84 M: 29 Y: 38 K: 3 R: 0 G: 140 B: 149 #008C95
Yellow
Women of ALPFA
ALPFA Navy
Dark Purple morado oscuro | roxo escuro
Purple
Orange
Pale Pink
azul marino | azul marinho
púrpura | roxo
naranja | laranja
rosa palido | rosa pálido
Pantone 295 C C: 100 M: 89 Y: 36 K: 35 R: 0 G: 40 B: 85 #002855
Pantone 2597 C C: 80 M: 100 Y: 7 K: 2 R: 92 G: 6 B: 140 #5C068C
Pantone 254 C C: 152 M: 99 Y: 0 K: 0 R: 152 G: 29 B: 151 #981D97
Pantone 716 C C: 0 M: 64 Y: 100 K: 0 R: 234 G: 118 B: 0 #EA7600
Pantone 1767 C C: 84 M: 29 Y: 38 K: 3 R: 252 G: 175 B: 192 #FCAFC0
Most Powerful Latinas
ALPFA Navy
Purple
Magenta
Pink
Gold
azul marino | azul marinho
púrpura | roxo
magenta | magenta
rosado | cor de rosa
oro | ouro
Pantone 295 C C: 100 M: 89 Y: 36 K: 35 R: 0 G: 40 B: 85 #002855
Pantone 254 C C: 152 M: 99 Y: 0 K: 0 R: 152 G: 29 B: 151 #981D97
Pantone 7636 C C: 17 M: 100 Y: 64 K: 5 R: 188 G: 32 B: 75 #BC204B
Pantone 7606 C C: 13 M: 50 Y: 39 K: 0 R: 214 G: 147 B: 138 #D6938A
Pantone 7549 C C: 0 M: 31 Y: 100 K: 0 R: 155 G: 181 B: 0 #FFB500
20 | ALPFA BRAND GUIDELINES
paleta de colores / paleta de cores | COLORS
ALPFA BRAND GUIDELINES | 21
TYPEFACE | tipografía / tipografia
Typeface tipografía | tipografia
Primary Font A systematic approach to typography will create a clear and consistent visual hierarchy and will give a sense of clarity and structure. We use two font family typefaces: Metropolis and Montserrat. Our primary, preferred typeface is Metropolis, with Montserrat being used for web-based projects or when Metropolis is unavailable/unable to be used. While both fonts have a large range of weights, ALPFA primarily uses Bold, Semi-Bold and Light for the majority of our text needs.
Metropolis Bold
Metropolis Semi-Bold
Metropolis Light
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&*()?.,
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&*()?.,
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&*()?.,
Secondary Font Used in HTML, Powerpoint, or wherever the use of a standard operating system (OS) typeface is required. Our secondary font for any web material (this includes Canva) is Montserrat. We use the regular weight for standard copy and the bold weight for titles and anything that needs to be called to attention.
Montserrat Bold
Montserrat Semi-Bold
Montserrat Light
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Mm Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Xx Yy Zz Yy Zz Yy Zz 0123456789 0123456789 0123456789 !@#$%^&*()?., !@#$%^&*()?., !@#$%^&*()?.,
22 | ALPFA BRAND GUIDELINES
tipografía / tipografia | TYPEFACE
Type Style Sheet ALPFA relies on a systematic approach to typography that will create a clear and consistent visual hierarchy and give a sense of clarity and structure to our more textbased deliverables. Shown on the left are the standard size and weight you should be using for different parts of the copy.
Metropolis
Title 1
Metropolis Bold 29pt Type/34pt Leading
Title 2
Metropolis Bold 21pt Type/25pt Leading
Headline
Metropolis Bold 16pt Type/20pt Leading
Subtitle
Metropolis Semi Bold 12pt Type/15pt Leading
Copy
Metropolis Light 10pt Type/14pt Leading
Caption
Metropolis Light 7pt Type/10pt Leading
Montserrat
Title 1
Montserrat Bold 29pt Type/34pt Leading
Title 2
Montserrat Bold 21pt Type/25pt Leading
Headline
Montserrat Bold 16pt Type/20pt Leading
Subtitle
Montserrat Semi Bold 12pt Type/15pt Leading
Copy
Montserrat Light 10pt Type/14pt Leading
Caption
Montserrat Light 7pt Type/10pt Leading
ALPFA BRAND GUIDELINES | 23
STATIONERY | papelería / papelaria
Stationery papelería | papelaria Stationery is a primary form of communication and it is essential that every application be a consistent reflection of ALPFA’s brand identity.
Letterhead ALPFA NATIONAL OFFICE 1717 West 6th Street, #410 Austin, TX 78703
Tel.: 855-692-5732 www.alpfa.org
This shows the approved design of ALPFA’s corporate letterhead. This letterhead should be used for all official external communications.
Dimensions: Letter (8.5in x 11in)
24 | ALPFA BRAND GUIDELINES
papelería / papelaria | STATIONERY
ALPFA BRAND GUIDELINES | 25
STATIONERY | papelería / papelaria
Business Cards Business Card Back
This shows the approved layouts of ALPFA’s business cards. Official business cards should be used for all official contact and external communications.
Dimensions: 3.5in x 2in
Front - LinkedIn Option
Front - No LinkedIn Option
This option allows for the placement of your personal LinkedIn QR code.
This option excludes the LinkedIn QR code.
YARA FLOR
YARA FLOR
Wonder Girl
Wonder Girl
+1 (555) 123-4567 yara.flor@national.alpfa.org www.alpfa.org @alpfa
+1 (555) 123-4567 yara.flor@national.alpfa.org
ASSOCIATION OF LATINO PROFESSIONALS FOR AMERICA
ASSOCIATION OF LATINO PROFESSIONALS FOR AMERICA
26 | ALPFA BRAND GUIDELINES
www.alpfa.org @alpfa
papelería / papelaria | STATIONERY
Digital Communications In the world today, communications are now digital more than anything else. Keeping ALPFA branding consistent across digital platforms is just as important as print communications.
Email Signature National Staff
Chapters
YARA FLOR (she/her) Wonder Girl +1 (555) 123-4567 yara.flor@national.alpfa.org
ALPFA NATIONAL www.alpfa.org
BRUCE WAYNE (he/him) Batman
ALPFA GOTHAM CITY www.alpfa.org
+1 (555) 123-4567 bruce.wayne@alpfa.org
LinkedIn Cover Image General ALPFA LinkedIn Cover images (below) are available to download to use year round. Periodically, specialty cover images are released that coincide with National events like Convention and Hispanic & Latino Heritage month.
ALPFA BRAND GUIDELINES | 27
2023