Brand Guidelines
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INSIDE THE BRAND
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01
Mission Statement
03
Brand Story
09
Brand Message
10
Voice + Tone
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Logo Usage
19
Typography
23
Color Palette
26
Imagery
29
Branded Assets
33
Newsletter
36
Apparel
39
Blog
42
Social Media Assets
46
Standards for Supplying GBCA with Creative Assets
Mission Statement WHAT WE STAND FOR
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General Building Contractors Association advances the union commercial, industrial, and institutional construction industry by serving members as the leader in labor relations, education, advocacy, safety, and networking opportunities.
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About Us BOILER PLATE
As one of America’s oldest trade associations, GBCA advances commercial construction in the Philadelphia region by serving as a powerful voice, an industry watchdog, and a critical resource. Established in 1891, GBCA is the Philadelphia chapter of the Associated General Contractors of America (AGC). GBCA provides more than 300 member companies with access to proven advocacy, networking opportunities, safety services, education, and training programs.
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OUR STORY
Our Story HISTORY Established in 1891, as one of America’s oldest trade associations we advance commercial construction in the Philadelphia region. The carpenters company was established 1724. Comprised primarily of craftsmen from England, they were our original master builders. They brought with them a very long lineage of traditions rooted in the ancient trade guilds. The new Americans arrived in Penns Bryn City and established an organization of business owners who resemble the modern day contractor. The difference is they were master builders. By 1891 a group of carpenters members broke off from the carpenters company and formed the Master Carpenters & Builders Association. Over time, the master builder became the general contractor, the general contractor began to sub-contract to various trades. The organization became more comprised of very specific professions. By 1943, they settled in center city Philadelphia and became the General Building Contractors Association. The General Building Contractors Association came together to become a collective bargaining unit. Over time the association evolved into a full-service association focusing on the communication of best practices, safety and education training, networking for members, and promoting the industry on a new level.
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THE WHY The purpose of GBCA is to serve our members as industry leaders in education, advocacy, labor negotiations, safety, and networking opportunities to advance the commercial, industrial and institutional construction industry.
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THE HOW PROMOTE INDUSTRY.
A strong, vibrant industry yields collective benefits for all stakeholders. To encourage economic and infrastructure investment, job creation, education, training, advocacy, and professional exchange, we promote dialogue and communication between members, adjacent industry groups, trade associations, elected officials, special interest groups, the media, and the general public. EMPOWER MEMBERS.
Delivering value for members is at the core of our mission. We provide tools and resources that enable members to improve and grow their businesses, and continually seek to offer new solutions that address the needs of a changing landscape. DRIVE CHANGE.
As the world around us evolves, GBCA recognizes the importance of embracing a forwardthinking, proactive approach to influence change that positively affects our stakeholders. We continually assess and update our standards and practices, focusing on opportunities that hold the greatest promise to yield results.
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THE WHAT VITAL BUSINESS AND NETWORKING OPPORTUNITIES
WORKFORCE DEVELOPMENT
Meet and develop relationships with other industry professionals, contractors and suppliers. GBCA gives you the opportunity to connect with others at our signature events like the Annual Meeting, Golf Outing, Construction Excellence Awards, Membership Dinners and many other social gatherings. GBCA membership also automatically enrolls you in the Associated General Contractors of America, which provides additional access to industry events and conventions.
Close to 20 separate apprentice training programs are available in the Greater Philadelphia area. These typically combine on-thejob training with classroom instruction. GBCA also supports two apprentice ready training programs. Construction Apprentice Preparatory Program (CAPP) is a training program that teaches participants the core skills required to pass the construction and building trade unions’ apprenticeship tests. Carpenters Apprentice Ready Program (CARP) is a 9-week-long, apprentice-ready training program that gives participants math and skills training and prepares Philadelphia residents to take the Carpenters Apprenticeship Exam to begin careers in union carpentry.
PROVEN ADVOCACY AND ESSENTIAL INDUSTRY INSIGHT Stay in front of the competition, industry trends and legislation with timely news and information. Access valuable GBCA communications, including online resources, newsletters, annual reports and Construction Today, our exclusive publication. GBCA commits to advancing legislative initiatives that impact membership, we ensure that your voice is heard at the local, state and federal levels of government. Simply put, our unique influence is your unique influence. SAFETY EDUCATION AND CONSULTING Safety first always. GBCA unites and helps safety professionals work to better improve the safety of the industry. Safety programs and events provide training on the latest trends, statistics and regulations pertinent to contractors. TRAINING AND PROFESSIONAL DEVELOPMENT PROGRAMS Ensure you and your employees have the knowledge necessary to advance professionally. GBCA’s educational and career development programs, help advance your business forward with knowledgeable and first rate education and training for your employees. Tap into a wide range of educational resources for management and field staff.
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LABOR RELATIONS GBCA maintains collaborative relationships with general presidents and business managers of the various building trades, other trade associations and negotiating teams to discuss critical issues to help ensure productive relationships and facilitate business opportunities. We also administer seven trade agreements in counties across Pennsylvania, Delaware and Maryland. MARKETING GBCA partners with a range of media outlets to promote the strength of Philadelphia’s commercial building industry. GBCA members are featured on radio, television, print and online editorial. Member Communications - GBCA keeps its members up-todate on the latest association and industry news through legacy and new media. GBCA’s award-winning magazine, Construction Today, features articles from member companies, and expanded its reach to over 2,500 recipients per issue in 2018. Our popular weekly e-newsletter, GBCA News at a Glance, and active social media accounts: Facebook, Twitter, LinkedIn, and Instagram make sure we are keeping our members in-the-know.
OUR M E S SAGE
Our Message TAGLINES
Primary
We Built This Skyline. Secondary
Excellence Is Building. Tertiary
Excellence
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Our Voice WHAT WE SAY When referencing “our members”, use “We” not “our members.”
“We” = Our Members
Members = companies not people
Not “the GBCA” it’s “GBCA”
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Our Tone HOW WE SAY IT As one of America’s oldest and strongest trade associations, we strive to be recognized as a leader in the construction industry in the Philadelphia region. For this reason, we choose powerful descriptive words to define our mission, our values, our membership, and our industry as a whole.
Strong
Bold Safe Proud Efficient
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L0GOS
Logos WHICH LOGO TO USE AND WHEN TO USE IT The GBCA logo, pictured to the right, is our primary logo, and it should only be used on a White background or very light colored photography. The black logo should be used on light colored backgrounds. The white logo should be used on dark colored backgrounds.
Use on Internal Documents For all GBCA internal documents, use the primary logo. This is includes the following but not limited to documents:
• • • •
Any Internal Documents Committee Meetings Internal Memos S.O.P.s
Logo vs. Letterhead A logo is simply the business logo. A business letterhead includes the logo, business address and contact information.
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Primary Logo
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Primary Logo
Secondary Logo
Alternate Logo For Horizontal Layout
Alternate Logo For Horizontal Layout
Tertiary Logo
Alternate Logo For Horizontal Layout
BACKGROUND COLOR
BACKGROUND COLOR
BACKGROUND COLOR
RGB 255 255 255 HEX/HTML FFFFFF CMYK 0000 PANTONE N/A
RGB 000 HEX/HTML 000000 CMYK 75 68 67 90 PANTONE P Process Black C
RGB 221 50 36 HEX/HTML DD3224 CMYK 0 100 100 0 PANTONE 2035 CP
INCORRECT LOGO USAGE
SPACING
Maintain one letter spacing on all four sides of logo.
GBCA LOGO WITHOUT THE TAGLINE
The GBCA logo is to be used....
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LOGO OPTIONS FOR ONE COLOR PRINTING
GENERAL BUILDING CONTRACTORS ASSOCIATION
ALL DOCUMENTS THAT REQUIRE A LOGO
• • • • • • • •
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Agendas Meeting Minutes Memos Letters Invoices Forms Applications Proposals
LOGO RESOLUTION:
300dpi
USE PRIMARY LOGO:
GBCA RELATED LOGOS
CONSTRUCTION EXCELLENCE AWARDS
GBCA LABOR
GBCA SAFETY
GBCA PAC
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GBCA RELATED LOGOS
GBCA EDUCATION
GBCA WORKFORCE DEVELOPMENT
EDUCATION
EDUCATION
GBCA PROFESSIONAL DEVELOPMENT
PROFESSIONAL DEVELOPMENT
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WORKFORCE DEVELOPMENT
WORKFORCE DEVELOPMENT
CONSTRUCTION LEADERSHIP COUNCIL
CONSTRUCTION LEADERSHIP COUNCIL
GBCA CLC
PROFESSIONAL DEVELOPMENT
TYPO GRA P H Y
Typography FONTS INTERNALLY CREATED DOCUMENTS
HEADLINE + BODY
FONT SIZE
Calibri | Bold Calibri | Bold Italic Calibri | Regular Calibri | Light Calibri | Italic
Headlines
Body
14pt
11pt
EMAIL | INTERNALLY CREATED
BODY
FONT SIZE
Calibri | Bold Calibri | Bold Italic Calibri | Regular Calibri | Light Calibri | Italic
Body
20
11pt
Typography FONTS EMAIL NEWSLETTERS
HEADLINES + BUTTONS
BODY
FONT SIZE
Arial | Bold Arial | Bold Italic Arial | Regular Arial | Italic
Corbel | Bold Corbel | Regular Corbel | Italic
Headlines
Body
14pt
11pt
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PROFESSIONALLY DESIGNED + PRINTED DOCUMENTS
HEADLINES
Gotham Gotham Gotham Gotham
BODY
Alright Sans | Bold Alright Sans | Medium Alright Sans | Regular Alright Sans | Regular Italic Alright Sans | Light Alright Sans | Light Italic
| Bold | Bold Italic | Medium | Light
FLYERS + WHITEPAPERS
HEADLINE
BODY
FONT SIZE
Arial | Bold Arial | Bold Italic Arial | Regular Arial | Italic
Corbel | Bold Corbel | Regular Corbel | Italic
Headlines
Body
14pt
11pt
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COLORS
Color Palette GBCA COLORS AND APPLICATIONS PHILOSOPHY
Color is an important component of how a brand is perceived. The GBCA color palette offers options that allow various applications. Our color palette is broad to allow for the appropriate expression of our brand. This does not mean all colors should be used at once. In fact, such usage is not recommended. Use good design sense and consider the tone of the message in whatever communication you are creating.
Primary Colors
Secondary Colors
RGB 255 255 255 HEX/HTML FFFFFF CMYK 0000 PANTONE N/A
RGB HEX/HTML CMYK PANTONE
RGB 000 HEX/HTML 000000 CMYK 75 68 67 90 PANTONE P Process Black C
RGB 128 130 133 HEX/HTML 808285 CMYK 0 0 0 60 PANTONE P Process Black C @ 60%
RGB 221 50 36 HEX/HTML DD3224 CMYK 0 100 100 0 PANTONE 2035 CP 24
209 211 212 D1D3D4 0 0 0 20 P Process Black C @ 20%
IMAGERY 26
Imagery ON-BRAND IMAGES ON-BRAND
Repeat tone, safe bold ,etc. Examples: • • • • •
Philadelphia Skyline Construction Workers (approved images only) Construction Sites (Philadelphia preferred) Architectural Details Active Tradesman
All images must be approved by GBCA marketing. All images must have legal permission and usage rights.
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ON-BRAND | BLACK AND WHITE, DUOTONE
OFF-BRAND
Off-brand Graphics
Off-brand Colors 28
Unsafe Activities
BRANDED ASSETS
Branded Assets BUSINESS CARDS Name
FRONT
Font: Alright Sans Bold Size: 8pt All Other Content Font: Alright Sans Light Size: 7pt Back Imagery Philadelphia Skyline Black + White with 70% Black overlay set to multiply
ANGELA HENDRIX
Director, Education & Professional Development O
215-568-7015
M
717-682-8911
F
215-568-3115
ahendrix@gbca.com
General Building Contractors Association 36 S. 18th Street Philadelphia, PA 19103
gbca.com
Color Palette RGB 255 255 255 HEX/HTML FFFFFF CMYK 0000 PANTONE N/A RGB 000 HEX/HTML 000000 CMYK 75 68 67 90 Pantone P Process Black C RGB 221 50 36 HEX/HTML DD3224 CMYK 0 100 100 0 Pantone 2035 CP
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BACK
We Built This Skyline.
Angle 30 Degrees
LETTERHEAD Officers + Directors 36 South 18th Street Philadelphia, PA 19103
OFFICERS JOSEPH P. CLEARKIN Chairman of the Board
O 215.568.7015 F 215.568.3115
CRAIG MELOGRANO Vice Chairman
GENERAL BUILDING CONTRACTORS ASSOCIATION
Font: Alright Sans Light Size: 5pt Leading: 7pt
MICHAEL K. ARMENTO Senior Vice Chairman
PATRICK S. PASQUARIELLO, III Treasurer
gbca.com
BENJAMIN J. CONNORS, ESQ. President & CEO DIRECTORS G. CHRISTOPHER BECK EMILY L. BITTENBENDER* WILLIAM A. COBB, JR.* CHARLES W. COOK EDWARD DeANGELIS JIM J. DOLENTE, SR.* MICHAEL G. ERICKSON MICHAEL M. GERARDI JOHN E. HEALY, III MAURA HESDON B. SCOTT HOLLOWAY VICKI W. LEE TODD LOFGREN FRANK T. LUTTER DAVID E. PANICHI* FRANCIS A. PIETRINI* STEPHEN W. POUPPIRT* PHILIP F. RADOMSKI* CRAIG SABATINO NICHOLAS K. SABIA MARK SPADACCINO MICHAEL A. STEPNOWSKI* MACK STULB* JAMES E. VINER
GBCA Contact Info Font: Alright Sans Light Size: 6pt Leading: 9pt
Color Palette
* Past Chairman
RGB 255 255 255 HEX/HTML FFFFFF CMYK 0000 PANTONE N/A RGB 000 HEX/HTML 000000 CMYK 75 68 67 90 Pantone P Process Black C RGB 221 50 36 HEX/HTML DD3224 CMYK 0 100 100 0 Pantone 2035 CP
Logo vs. Letterhead A logo is simply the business logo. A business letterhead includes the logo, business address and contact information.
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GBCA
theGBCA
@gbca
theGBCA
EMAIL SIGNATURE
NAME + TITLE
Calibri
FONT SIZE
| Bold
12pt
ADDRESS + CONTACT INFORMATION
FONT SIZE
Calibri
11pt
| Regular
External Emails
Internal Emails
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NEW SLET T E R
Email Newsletter IMAGES
Description of what type of images are on-brand and acceptable... Examples: • • • • •
Philadelphia Skyline Construction Workers (approved images only) Construction Sites (Philadelphia preferred) Architectural Details Active Tradesman
Photos | 1px Black Border on all photos
Logos | No border on logos
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Sample Newsletter
NEWS AT A GLANCE EMAIL NEWSLETTER GBCA send a weekly newsletter every Monday morning. If a holiday falls on a Monday, the newsletter will be sent on the following business day. The newsletter draws directly from GBCA’s website and blog. The five most recent newsletters are posted on the GBCA website.
Each section features two or fewer stories with photos, and the other stories in a list. The Top News and Events sections, however, may feature more stories with images (particularly to accommodate sponsor recognition).
News at a Glance contains the following sections: • Top News • Construction Leadership Council • Events • Resources • AGC Resources and News • Industry News
Each story should be limited to 2-3 sentences, remaining under 50 words. Headlines should be under 10 words. The newsletter is available to the public and people can subscribe to it via GBCA’s website. Each newsletter also includes a “Subscribe” button at the bottom, along with an unsubscribe link. The contact list for the newsletter is made up of current members and past members. In Constant Contact, the newsletter is sent out to all lists except the lists starting with “!”.
FONTS + IMAGES FONTS
HEADLINES + BUTTONS
BODY
FONT SIZE
Arial | Bold Arial | Bold Italic Arial | Regular Arial | Italic
Corbel | Bold Corbel | Regular Corbel | Italic
Headlines
Body
14pt
11pt
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APP AREL
Apparel USING THE CORRECT LOGO Apparel with GBCA branding must be used on white or black items. This includes, shirts, hats, jackets, etc.
CORRECT LOGOS
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BLACK
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WHITE
BLOG + SOCIAL
Blog STANDARD OPERATING PROCESS All stories should be funneled and shared through GBCA’s blog. These can be created weekly, depending on the Marketing Department’s availability. Stories are then shared in the Newsletter or on social media.
• Headlines should be informative and give “topic sentence” for • • • • •
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the story. All posts should have at least one original sentence. When sharing articles, include quoted material Images should be limited to the featured images. Featured Image dimensions should be 16x9. Exceptions include logos, and creative from other organizations, such as AGC. Weblinks or email addresses should appear as buttons, such as those created by the Fusion Builder on the website’s backend.
MAINTAINING THE BLOG IMAGES
Each blog posts must contain a minimum of one image.
IMAGE RESOLUTION
900px
Resolution: 72 dpi Dimension: 900px X 600px (recommended) 600px
LINKS
All links pointing to a PDF or external website, must open in a new browser tab. Any links pointing to pages within gbca.com should open in the same tab.
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+ EXTERNAL LINKS
Social Media GBCA SOCIAL MEDIA STANDARD OPERATING PROCESS Social media marketing is part of GBCA’s overall marketing and communications plan. Social media is an additional set of platforms through which to promote GBCA events, share information with members, and establish GBCA’s voice in the industry and to the public. While social media communications start with members in mind, social media communications are created anticipating a public audience. Each social media channel should undergo regular evaluation in terms of purpose and post frequency. Social media platforms are also used by the Marketing Department to find member and industry news. Social media posts, depending on the platform, are also a tool for highlighting the involvement and relationships between GBCA members in the industry. For example, photos promoting a building can mention subcontractors so that their work is made visible and those members are seen as supporting GBCA’s Active Members. Projects highlighted in social media ideally involve a GBCA member at the GC/CM level. Exceptions to this are when subcontractors are involved in extraordinary or culturally significant projects. In general, social media can be used for live content during events, but there should not be an emphasis on live engagement, as most members check social accounts after events. GBCA staff at events should be focused on the events’ operations and activities. Social media content should primarily focus on GBCA members, not staff activities.
SOCIAL MEDIA OPERATIONS: ACCESS AND POSTING Social media content is driven by the blog. All blog posts are shared on social media. Social media accounts will be managed by GBCA’s Marketing Department. To maintain message voice, tone, and style, posts will be created and managed primarily by the Marketing Manager. The tone of GBCA’s social media is generally more formal, with a more conversational tone for comments and engagements. All posts and comments should be free of inappropriate language, including profanity, innuendos, and excessive use of slang/ colloquialisms. Engagement from official GBCA accounts is the responsibility of the Marketing Department. Posts should be daily on all platforms. Staff are encouraged to share GBCA’s posts on their own personal social media platforms. GBCA staff engagements are their own, unless comments may negatively impact GBCA’s reputation or misrepresent GBCA as an organization. 42
Social Media STANDARDS FOR SOCIAL MEDIA CREATIVE VOICE + TONE
When posting on social media platforms the language should reflect the GBCA brand voice and tone. The language should be one or more of the following: • strong • bold • safe • educational • proud • efficient
DON’TS
We don’t want to be: • sarcastic • political
IMAGE SPECIFICATIONS
Facebook 16:9 Format (landscape) Instagram 1080 X 1080 (square) LinkedIn 16:9 Format (landscape) Twitter 16:9 Format (landscape)
HASHTAGS
Here are a few of our frequently used hashtags and should be incorporated into each post.
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GBCA HASHTAGS
GENERAL HASHTAGS
#WeBuiltThisSkyline #ExcellenceIsBuilding
#philadelphia #philly #construction #phillyconstruction #safety
FACEBOOK The GBCA Facebook page a network that is for people interested in social aspects of the industry. There are occasional news pieces, but most of these posts are designed to see each other. Content includes the following: • • • • • •
Photo galleries. All event photos, or galleries of photos for the blog, are posted through Facebook. Videos Occasional news or updates, such as Member Spotlight, Toolbox Talk, or project updates where members can be tagged Re-share member posts Events listings In photo galleries featuring projects, name GBCA member companies in the description
LINKEDIN LinkedIn is a more professional source of information. This platform is where most GBCA members connect and get information. Almost all information should be shared here and the tone of all posts should be the most formal in tone. Content includes the following: • • • •
GBCA News and events, including recaps Industry news, and resources No hashtags, except #excellenceisbuilding or #WeBuiltThisSkyline for certain posts pertaining directly to GBCA’s activities. Tag GBCA members when appropriate, especially for Industry News items, or for events where members’ representatives are speaking/ participating.
TWITTER This is where GBCA has a large reach with non-members. Retweet members’ content, adding a comment or GBCA hashtag if necessary.
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INSTAGRAM Instagram drives GBCA’s messaging about Philadelphia’s commercial building through images. The audience for Instagram includes GBCA member companies and tradespeople. This account follows other GBCA member companies, but not individuals. The profile URL should link to GBCA’s website, blog, or a specific event listing, depending on the content of posts. The URL is selected at the discretion of the Marketing Department. The account does a mix of GBCA—created content and re-posted images from members’ accounts. Content should also be attractive to the general public (e.g. images of the skyline) and highlight the role of the commercial construction industry in images of the city. There should be a mix of images of building projects and of GBCA activities (i.e. people in meetings, in rooms). When re-sharing content, the post should align the member’s content with the messaging of GBCA and tag additional members if appropriate (i.e. when highlighting a specific project, tag as many involved members as possible). There should be one post per day on weekdays, at most two posts. Content includes the following: • • •
Mostly photos, occasional video (such as GBCA’s video vignettes) Use IGTV to post videos so that they can be uninterrupted Use stories for live content, but mostly re-shared stories from other members
VIMEO Vimeo is the platform that we use to store and share GBCA-made videos. If we have videos of members’ content to share, these can be stored here, but not published visibly on GBCA’s Vimeo feed. Posts are made when videos become available.
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HASHTAGS FOR INSTAGRAM #philly #Philadelphia #construction #phillyconstruction #generalcontractors #contractors #commercialconstruction #constructionindustry #therealphilly #phillylove #cityofbrotherlylove #igers_philly #whyilovephilly #phillypulse #instaphilly #phillygram #igers_philly_street #instadelphia #phillyigers #we_philly #viewsofphilly #go_philadelphia #visitphilly #discoverPHL #visitPA #explore215 #howphillyseesphilly
SUPPLYING ASSETS
Supplying GBCA with Creative Assets SPECIFICATIONS + FILE FORMAT LOGOS
Preferred File Type
Acceptable File Type
.AI or .EPS (vector file)
.TIFF, .PSD, .PDF, .JPG, .PNG Resolution: 300 dpi or higher
IMAGES
Acceptable File Type
.TIFF, .PSD, .PDF, .JPG, .PNG Resolution: 300 dpi or higher
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Construction Today Magazine ADVERTISING SPECIFICATIONS Ad Sizes in Inches
Width
Depth
BLEED REQUIREMENTS
Trim size is 8.5 x 11. Bleed page must be 9 x 11.5 with a .25� bleed.
Full Page Bleed
8.5
X
11
2/3 Page
7.5
X
6.5
3.625
X
10
7.5
X
4.9375
3.625
X
6.5
7.5
X
3.25
3.625
X
4.9375
7.5
X
2.4375
3.625
X
2.5
1/2 Page Vertical 1/2 Page Horizontal 1/3 Page Vertical 1/3 Page Horizontal 1/4 Page Vertical 1/4 Page Horizontal 1/8 Page
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COLORS
Standard colors: CMYK
Editorial Calendars FOR GBCA STAFF USE CONSTRUCTION TODAY
CLC NEWSLETTER
Issue 1: March/ April 2020
February: Content must be received by January 17, 2020
Content Deadline: March 1, 2020
April: Content must be received by March 13, 2020
Publish Date: April 6, 2020
June: Content must be received by May 15, 2020 August: Content must be received by July 17, 2020
Issue 2: July/ August 2020
October: Content must be received by September 18, 2020
Content Deadline: July 1, 2020
December: Content must be received by November 20, 2020
Publish Date: August 3, 2020 Issue 3: November/ December 2020 Content Deadline: October 30, 2020 Publish Date: December 4, 2020 Link to Advertising Rate Card: https://gbca.com/news/press-room/gbca-
publications/construction-today-magazine/advertise-with-us/
NEWS AT A GLANCE – EVERY MONDAY @ 8:30AM Articles: All articles to be included in the Monday NAAG must be sent to Byron Lee, blee@gbca.com, by Wednesday at noon. Sponsors: All sponsors must be in to the marketing team by noon on Friday to be included in the following Monday’s newsletter.
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GENERAL BUILDING CONTRACTORS ASSOCIATION 36 South 18th Street, Philadelphia, PA 19103 PHONE 215.568.7015 | FAX 215.568.3115 | gbca.com
theGBCA
@GBCA
GBCA
theGBCA
#ExcellenceisBuilding