GRAPHIC STANDARDS MANUAL
our mission To fulfill President Lincoln's promise "To care for him who shall have borne the battle, and for his widow, and his orphan" by serving and honoring the men and women who are America's veterans.
2
3
I c.a.r.e INTEGRITY: Act with high moral principle. Adhere to the highest professional standards. Maintain the trust and confidence of all with whom I engage. COMMITMENT: Work diligently to serve Veterans and other beneficiaries. Be driven by an earnest belief in VA's mission. Fulfill my individual responsibilities and organizational responsibilities.
4
ADVOCACY: Be truly Veteran-centric by identifying, fully considering, and appropriately advancing the interests of Veterans and other beneficiaries. RESPECT: Treat all those I serve and with whom I work with dignity and respect. Show respect to earn it. EXCELLENCE: Strive for the highest quality and continuous improvement. Be thoughtful and decisive in leadership, accountable for my actions, willing to admit mistakes, and rigorous in correcting them.
5
table of contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . IDENTITY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Agency Identification . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Color
Logo with color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Use of color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Secondary color Incorrect logo uses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Reproduction logotype . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Reproduction of logo with type . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Letterhead/ envelope . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Appropriate pamphlet covers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Appropriate imagery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Grid usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
VA signs and wayfinding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Vehicle colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Vehicle logo and type . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
6
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
7
We are the va. The U.S. Department of Veterans Affairs (VA) Tier 1 Graphic Standards showcases major elements of the VA brand identity system and provides guidelines for their correct use in creating new components of the VA brand identity. The purpose of establishing a brand identity is to create more accessible communication products which are well designed and consistently provide clear and accurate information to Veterans about VA benefits and services.
8
focus on guiding our actions toward the service of others choosing “the harder right instead of the easier wrong� Integrity, Commitment, respect, Advocacy, and Excellence we care about those who have served our country
9
Identity logo
10
As outreach and communications efforts continue to grow, VA must project a strong, consistent identity to further shape the way Veterans, their families, and other constituents view VA.
11
Agency identification
OFFICE OF GENERAL COUNSEL
CENTER FOR WOMEN VETERANS
NATIONAL CEMETERY ADMINISTRATION
OFFICE OF INSPECTOR GENERAL
12
All names of agencies should be placed below the U.S. Department of Veterans Affairs's typographic lockup. The typography should create a clean lockup, as seen here.
BOARD OF CONTRACT APPEALS
CENTER FOR MINORITY VETERANS
AUSTIN, FINANCIAL SERVICES CENTER
VA ACQUISITION ACADEMY
13
Colors (logo w/ color)
14
VA logos should be placed on appropriate backgrounds. Light colored logos should appear only on darker backgrounds. Dark colored logos should appear only on lighter backgrounds. Only Verterans Affairs blue, red, white, black and gray may be used.
15
Clear space for logos Logo
Logo with In-Depth Specifications
CENTER FOR WOMEN VETERANS Syracuse, New York For Official Use Only
16
Logo with Basic Typographic Lockup
Logo with Typographic Location Specification
Syracuse, New York
17
veterans affairs colors
veteran affairs blue 18
veteran affairs RED 19
Colors
Blue pantone RED Pantone p light blue Pan grey pantone 20
p 100-7C p 48-16C ntone p 115-6C e p 179-14c 21
secondary colors
light greenPMS123 Pale peach PMS123 light blue PMS123 Pale green PMS123 Burgundy PMS123 Teal PMS123 orange PMS123 22
yellow PMS123 navy PMS123 Dark RED PMS123 green PMS123 Primary colors can be used for the logo, wayfinding, signage, and other large design choices. Secondary colors can be used in minor facets for design.
23
incorrect logo uses
1.
2.
3.
24
1. Do not stretch the logo horizontally. 2. Do not change the color of the logo, to be anything but Veterans Affairs red, blue, gray, black or white. 3. Do not stretch the logo vertically. 4. Do not outline the typography that is part of the lockup.
4.
5. Do not use dark colored logos on dark colored backgrounds. Do not use light colored logos on light colored backgrounds. 6. Do not stretch out the typographic lockup. 7. Do not layer the logo and the typographic lockup. This makes the logo unclear.
5.
6.
7.
25
Reproduction logo
26
Reproduction lockup
27
Typography Our typography is based on power and emphasis. The type families of Bebas Neue and helvetica were chosen because of the easy readability, strength and practicality.
Bebas Neue regular
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890$(&?!%.,:;–) Bebas Neue oblique
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890$(&?!%.,:;–) Bebas Neue Light
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890$(&?!%.,:;–)
28
Helvetica regular
Bebas Neue can be used for headlines and signage, whereas Helvetica can be used for more tertiary body copy and captions.
ABCDEFGHIJKLMPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(&?!%.,:;–) Helvetica bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(&?!%.,:;–) Helvetica bold oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(&?!%.,:;–) Helvetica oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(&?!%.,:;–) 29
letterhead/ envelope
30
ASSISTANT SECRETARY FOR PUBLIC AND INTERGOVERNMENTAL AFFAIRS 810 Vermont Ave NW Ste 905 Washington DC 20420 www.va.gov
31
appropriate pamphlet covers
WOMEN VETERANS HEALTH CARE you served, you deserve the best care anywhere
32
Pamphlets should be clean, clear and simple. The logo must appear on it. It is expected that pamphlets have an engaging image, picked according to the topic, on the cover.
OPERATION ENDURING FREEDOM OPERATION IRAQI FREEDOM & OPERATION NEW DAWN ERA VETERANS
www.visn2.va.gov
Pamphlets can use the stripes from the VA logo to provide emphasis for a photograph.
33
appropriate imagery We want our imagery to focus on the strength, courage, and passion our veterans have. We want to portray the idea that our veterans are wildly capable individuals and that they can still enjoy the things they loved before their service. Remind them that there is more to them than just their service. Images should be clear, bright and engaging.
34
our veterans are not just soldiers. They are fun-loving family members. They are adventure seekers. They are musicians and painters. our veterans are human.
Helvetica bold
Helvetica regular
Images similar to those pictured emphasize the ideas of family, home and welcoming.
35
appropriate imagery Helvetica bold
Helvetica regular
Images similar to those pictured emphasize the ideas of activity and involvement.
36
Helvetica bold
Helvetica regular
Images similar to those pictured emphasize the ideas of patriotism. Images of the American flag should never be covered with typography or other images. These images should never be distorted.
37
grid usage Our grid structure allows for flexibility and opportunities for designing publications.
38
This is a diagram of a publication spread. A six-column grid is used, along with 1 inch margins on the top, bottom and outside. A 1.667 inch margin on the inside and a 1.667 inch gutter. Designers can block in the various elements such as headlines, columns of text typography, photographs, captions and folios. This approach can be applied to the entire publication, including its cover. (Folio placement should always be in the outside margins.)
39
va signs and wayfinding
Syracuse VA medical center
emergency main entrance buildings 3-8
40
visitor center
P
weekdays 6 am- 11 PM
3 Receptionist Surgery
41
vehicle colors Veterans Affairs vehicle design should only contain Veterans Affairs approved colors. All vehicles should be labeled with the city and state of which the vehicle belongs for identification purposes.
Approriate vehicle colors
42
Example vehicle
43
vehicle logo and type In-Depth Typographic Lockup
CENTER FOR WOMEN VETERANS Syracuse, New York For Official Use Only
In-Depth Typographic Lockup Specifics
10" 4" 1"
CENTER FOR WOMEN VETERANS
1"
Syracuse, New York For Official Use Only
44
3/4"
Basic Typographic Lockup
Syracuse, New York
Basic Typographic Lockup Specifics
10" 4"
Syracuse, New York
45
2"
We are the va.