JSA Brand Style Guide by JSA

JSA Brand Styleguide Nov. 27, 2010

JSA Brand Styleguide

Table of Contents Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Brand Architecture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Tagline/Initialism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Voice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Logo Ribbon Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Logo Specifications. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Logo Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Logo Variations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Logo Verticals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Logo Restrictions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Type Typeface Families . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Typeface Usage Recommendations . . . . . . . . . . . . . . . . . . . 16 Color Color palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Photographic Guidelines Primary Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Secondary Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Examples Business System . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Internal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Version 1.1, 11/27/10

Introduction

Welcome to the identity and style guide for the JSA brand: the Junior State of America. In the following pages you will find the driving philosophy, values and comprehensive identity guidelines that will help you to understand and communicate the JSA brand correctly and confidently, across a wide range of media. Please take a moment to familiarize yourself with these pages and join us in delivering a consistent experience worthy of JSA.

JSA Brand Styleguide

Brand Architecture The JSA brand architecture is the strategic framework for all that follows in this document but it also must inform every action we take as an organization. It is not outward facing marketing copy and shouldn’t be used as such. Rather it is the structural set of guiding principles that define who we are, where we are going and how we will act. The brand architecture can be used as a useful litmus test for any materials or initiatives that you are developing on behalf of the brand. OUR VISION: The long-term vision of the brand

To create more informed, engaged and responsible world citizens. OUR MISSION: The fundamental action we take everyday to achieve our vision

We empower students with the tools they need to participate in the issues of the day and to affect positive change in their lives and the world beyond OUR POSITIONING: How we are uniquely positioned to take our mission to the market place

JSA is the only student-run, non-partisan, non-profit organization preparing high school students for college and a lifelong journey of civic engagement so they can become the change they want to see in the world. OUR BRAND ASSETS: The tangible and valuable components of the JSA experience

• • • • •

Non-profit, student-run, community supported. Development of 21st century motivating “life skills.” Quality and range of programs. Staff experience and commitment to the mission. History of JSA.

OUR VALUES: The guiding principles for JSA and our members

• • • • •

Everyone is welcome. Think then act. Believe in yourself and in others. Understand all sides of the conversation before forming an opinion. Do the right thing.

JSA Brand Styleguide

Brand Architecture (continued) OUR TAGLINE: The inspiring shorthand that encapsulates our positioning

JSA. Be the People. Taking its cue from the nation’s founding document, BE THE PEOPLE represents the very essence of the U.S. Constitution. But, with the subtle yet important shift in emphasis from a passive “We” to an active “Be,” it seeks to create a meaningful call-toaction for the brand. We’ve long believed that politics is not a spectator sport, now we have a few powerful and distinctive words to live that by. JSA: the initialism

JSA

For some time, members and alumni have used the warm and familiar term “JSA” when referring to the organization. We have now embraced this colloquial shorthand by committing to JSA as our official brand name. However, in instances where there is less familiarity or brand context, JSA may still be accompanied by the full descriptive name “The Junior State of America” to ensure understanding.

JSA Brand Styleguide

Brand Voice The JSA brand voice should be INCLUSIVE, EMPOWERING, ACTIVE, CONFIDENT and INTELLIGENT. In many cases, it may also be the voice of our members themselves.

BE CONFIDENT BE CIVIL BE THOUGHTFUL BE OPEN-MINDED BE COOL BE COURAGEOUS BE IMAGINATIVE BE YOURSELF BE ACTIVE BE VOCAL BE SOCIAL BE NON-PARTISAN BE PASSIONATE BE CREATIVE BE FEARLESS BE TIRELESS BE ENERGIZED BE SMART

LOGO

JSA Brand Styleguide

‘Ribbon’ Logo

The “ribbon” logo for JSA is a multi-expressive and practical evolution from the previous version that featured the Capitol dome. With the color scheme and star and continuity of the Capitol dome, it is both patriotic and firmly rooted in U.S. politics. Its goal is to be modern, clearly distinguishable and bold in expressionand meant to be “worn” on any communication with pride.

JSA Brand Styleguide

Logo Specifications

Placement The JSA logo is designed to work essentially like a tab, hanging down off the top of the page or element. There are some secondary variations to this placement approach on the following pages, but this main approach should be followed as much as possible. Space The easiest way to measure the relative empty space around the logo is to take the space between the side of the capitol dome to the end of the black ribbon and double that width. This space should be used on the left, right and bottom of the ribbon shape. Do not place other elements in your designs closer than this .

There may be times where one cannot hang it off of the top of anything (on clothing, for example) â&#x20AC;&#x201D; in this case use equal distance from the top as is specified for the sides and bottom. RESTRICTIONS All elements of the logo (the black ribbon shape, the JSA logotype and colors, and the capitol dome) should always stay together. Please do not use them separately or replace them. Please see following pages for doâ&#x20AC;&#x2122;s and donâ&#x20AC;&#x2122;ts regarding logo variations.

JSA Brand Styleguide

Logo Guidelines .475" (50px) 1.25" (84px) Minimum size

Minimum size Minimized Logo (from top)

Main Logo (from top)

Main Logo (from bottom)

Minimized Logo (from bottom)

1.25" (84px)

.475" (50px)

Main Logo vs. Minimized logo There may be times when the size of the logo renders the ‘Be the People‘ tagline illegibly too small, in which case use the alternate logo with that taken out. Please use the provided alternate logo rather than deleting it yourself, we repositioned it carefully for both usages. ALTERNATE PLACEMENT There may be occasion when it is necessary to have the logo attach itself from the bottom of a page, in which case please use these variations. Do not attempt to rotate the parts yourself. Refer to examples in the examples section of this document.

MINIMUM SIZE Do not use the full logo any smaller than 1.25” (or 84px) and do not use the minimized logo any smaller than .475” (or 50px).

JSA Brand Styleguide

Logo Color Guidelines

COLOR You should endeavor to use the full color version of the logo at all times. JSA LOGO RED Pantone . . . RGB . . . . . CMYK. . . . HEX . . . . . . . JSA LOGO BLUE Pantone . . . RGB . . . . . CMYK. . . . HEX . . . . .

. . . .

. . . . . 1807 . 175, 32, 36 20 100 100 15 . . . #AF2024

. . . .

. . . 285 1, 121, 191 86 47 0 0 . #0179BF

BLACK-AND-WHITE It may be necessary (such as in single-ink printing requirements) to use the one-color version. Please refrain from using the black-and-white version when color is available.

JSA Brand Styleguide

Logo Side Titles

Alumni Relations

Southern California

Southern California SIDE TITLE usage of tHE JSA LOGO There may be times when you need to have a more specific logo — either for states, regions, chapters, subsections within the JSA organization, etc. Below are some simple guidelines on building those usages yourself: TYPEFACE Use Struktur-Pro Heavy (see Page 14) and use only black ink. SIZE Build the height of the side title as two lines being as tall as the JSA type in the logo. Align the top of the letters to the top of the JSA type. Leading should be solid (e.g.: 0% or 24pt/24pt).

Alumni Relations Spacing Place the title the same distance from the ribbon as the edge of the “A” is from the edge and always align it to the right of the ribbon

JSA Brand Styleguide

Logo Restrictions

A. Color Order Do not change the order of the colors used in the letters. It should all ways be red, white, then blue.

D. and E. alternate colors Do not use any other color for the ‘ribbon’ part of the logo, nor the other elements.

B. Unequal scaling Do not scale the logo in unequal percentages. (i.e. 80% width, 100% height) Always keep the existing ration the same.

F. Incomplete logo Do not use the logo without the background ‘ribbon’ or capitol dome illustration.

C. Part modifications Do change, replace or alter any of the parts of the logoeither with different type or different ‘arrow’ shapes.

TYPOGRAPHY

JSA Brand Styleguide

Typeface Families RIBBON headline Typeface: Franklin Gothic Heavy Italic (UPPERCASE)

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Main Typeface: Struktur-Pro

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 SECONDARY/WEB typeface: Calibri

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Web backup: Trebuchet

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

RIBBON HEADLINE TYPEFACE When designing headlines for core student marketing materials, use ITC Franklin Gothic Heavy Italic (available from http://www.adobe.com/ for $26/computer) or Franklin Gothic FS Heavy Italic (available from http:// www.fontspring.com/ for $10/computer) in all uppercase, reversed out of a black bar. Please refer to the following page for design recommendations. MAIN TYPEFACE The Struktur Pro family of typefaces from the Font Site foundry (http://www.fontsite.com/) should be used for all materials, both internal and external. Struktur Pro is inexpensive ($13/computer) and available for both Mac and PC. There are seven faces available in the download, but use only Regular, Italic, Bold, Bold Italic and Heavy (never use Caps or Caps Italic). Please refer to the brand examples pages for design recommendations.

SECONDARY TYPEFACE When Struktur Pro is not available, use Microsoftâ&#x20AC;&#x2122;s Calibri. It usually comes installed with Powerpoint and Word for Mac and PC. (It can also be purchased from http://www. ascenderfonts.com/.)

WEB TYPEFACE If at all possible, download and use the @font-face version of Struktur Pro from Font Spring. As of this version of the styleguide, Calibri is estimated to be on 85% of users systems, however to accommodate for the remaining 15%, its best to follow up with Trebuchet. When designing for the Web, use this piece of CSS code for your font-stack:

{font-family: calibri, trebuchet, sans-serif;}

JSA Brand Styleguide

Typeface Usage Recommendations RIBBON headline Typeface: Franklin Gothic Heavy Italic (UPPERCASE)

BE THE PEOPLE

9° Shear

this is a two line headline this is the lengTH of a THREE-line headline Main Typeface: Struktur Pro

Headlines can be in two weights Sub-headlines in ‘Regular’ and gray

First lines should be in bold, all caps, while body copy should be set in Book. Cras sed vehicula mauris. Cras aliquet dui a justo placerat et molestie tortor ullamcorper. Phasellus vel ante nulla. Praesent nec nulla sed nibh aliquet ornare ut eu justo. Sed a hendrerit tellus.

RIBBON HEADLINES Wherever possible use this expressive representation of the JSA voice called the "Ribbon" headline. It is a lead device in the identity and should be used in most outbound marketing materials. Here are some guidelines that need to be adhered to: There are three main factors — the typeface, the space of the black bar around the type and the angle of the bar. Typeface: Use Franklin Gothic Heavy Italic, in all upper case. Do not use punctuation. Space: The space around the letters (to the edge of the black bars) should be equal to the height of space inside the letter P. Angle: Once you have set the headline and sized the bar height and length, then apply a “shear” of 9° to match the angle of the italics.

Refer to the two- and three-line examples for line breaks, specifically where the lines indent and return. MAIN TYPEFACE: HEADLINES When implementing headlines try to create emphasis by using two weights (usually Regular and Heavy). Keep point sizes at least twice the size of your body copy. MAIN TYPEFACE: SUBHEADLINES These work best in Regular and in a mid-gray. Keep the point size smaller than headlines but about twice the size as body copy. CONTENT Use Bold and all caps for alternate sub-headlines or copy first lines, while maintaining Regular for body.

COLOR PALETTE

JSA Brand Styleguide

Color Palette Primary Colors

Primary Grays

Primary Colors DARK BLUE Pantone . . . . . RGB . . . . . . . CMYK. . . . . . HEX . . . . . . . DARK RED Pantone RGB . . . . . . . CMYK. . . . . . HEX . . . . . . . GrayS LIGHT Gray Pantone . . . RGB . . . . . CMYK. . . . HEX . . . . . MIDLIGHT Gray Pantone . . . RGB . . . . . CMYK. . . . HEX . . . . . MID Gray Pantone RGB . . . . . CMYK. . . . HEX . . . . . DARK Gray Pantone RGB . . . . . CMYK. . . . HEX . . . . .

. . . .

. . . . . 2758 . . 12, 67, 132 100 80 10 15 . . # 0C4384

. . . . 128, 21, 23 . . . 29 100 100 37 . . . . . . #801517

. . . .

. Cool Gray 6 188, 190, 192 . . . 0 0 0 30 . . #BCBEC0

. . . .

. Cool Gray 8 167, 169, 172 . . . 0 0 0 40 . . #A7A9AC

Secondary Colors

Secondary Colors PURPLE Pantone . . . . . . . . . 2597 RGB . . . . . . . . 86, 46, 145 CMYK. . . . . . 83, 100, 0, 0 HEX . . . . . . . . . #562E91 DARK PURPLE Pantone . . . . . . . . . . 269 RGB . . . . . . . . 67, 36, 126 CMYK. . . . . . 87, 100, 0, 17 HEX . . . . . . . . . #43247E GREEN Pantone . . . . . . . . . . 376 RGB . . . . . . . . . 0 174 77 CMYK. . . . . . . 47, 0, 99, 0 HEX . . . . . . . . . #94C93F DARK GREEN Pantone . . . . . . . . . . 355 RGB . . . . . . . 148, 201, 63 CMYK. . . . . 85, 0, 100, 20 HEX . . . . . . . . . #00AE4D

LIGHT TAN Pantone . . RGB . . . . CMYK. . . HEX . . . . TAN Pantone . . RGB . . . . CMYK. . . HEX . . . . YELLOW Pantone . . RGB . . . . CMYK. . . HEX . . . . GOLD Pantone . . RGB . . . . CMYK. . . HEX . . . .

. . . .

. Warm Gray 3 223, 218, 209 . . 4, 5, 10, 8 . . #DFDAD1

. . . .

. . . . . . 465 . 187, 159, 124 16, 20, 30, 10 . . . #BB9F7C

. . . .

. . . . . 1245 . 215, 151, 40 15, 43 100, 10 . . . #D79728

. . . . . 135 255, 199, 80 . 0, 25, 80, 0 . . #FFC750

. . . . . . 129,130,133 . . . . . . . . 0 0 0 60 . . . . . . . #808285

. . . . . . 99, 100, 102 . . . . . . . . 0 0 0 75 . . . . . . . #606466

PRIMARY COLORS Endeavor to use the two main primary colors sparingly. It is best to use them singularly and as large solids.

SECONDARY COLORS The secondary color palette is meant to be used sparingly as well and as whole page solids or specific usages.

PRIMARY GRAYS The gray color palette is designed to support color focus to either the logo or primary color usage, in attempts to avoid too many colors being used at once.

Please refer to the examples for design suggestions in color usages.

PHOTOGRAPHY

JSA Brand Styleguide

Photographic Style Recommendations

Primary Photography Photography will play an important role in the JSA identity moving forward. Over the coming months we’ll be shooting and collating a library of professional-grade imagery for use across core marketing assets. In the meantime, please consider these guidelines for making any stock selections.

that capture JSA constituents engaged in distinctive activities, moments or emotion. They should encapsulate a diverse range of personalities and feelings and seek to play with interesting angles, dramatic use of light, both wide and extreme close-ups, fields of abstraction (such as shallow depth of field), mild action blurring and so on — all to add a sense of truth, texture and drama.

Beautiful, real and action oriented The look of JSA primary photography is aesthetically engaging documentary pictures that embody the energy, action and spirit of the brand and its constituents. That means high-quality, well-composed, dramatic moments

It is NOT Cliché’d settings, (e.g. kids in classrooms) Overtly staged/ posed setups. Crude flash photography. Over emphasis on politics with a big P. Heavy retouching.

JSA Brand Styleguide

Photographic Style Recommendations (continued)

Candid community-created photography Fun photos from our members at events are always going to be welcome (and needed) on Facebook, in website slideshow albums, on Flickr and other candid-appropriate places. While these â&#x20AC;&#x153;socialâ&#x20AC;? images do not need to meet the high standards of our primary photography library, we should still try to keep the quality up to a reasonable level. Images should be a reasonable quality resolution, the subjects should be clear and well composed, the image should be on brand and show a range of personalities and experiences. It is NOT Avoid total over-saturation of smiley, happy, group portrait shots. Poor or unbalanced exposures, for example with blown out flash. Such images should not be used as primary marketing official materials.

EXAMPLES

JSA Brand Styleguide

Brand Usage Examples Letterhead

Business Card

JSA Brand Styleguide

Brand Usage Examples Opening Slide

Belief Callouts

Podium Sign

Registration Sign

Event Badge

JSA Brand Styleguide

Brand Usage Examples Poster

Poster

Direct Mail Envelope

JSA Brand Styleguide

Brand Usage Examples Cover

Application

STUDENT APPLICATION FORM T

BE THE PEOPLE

For 2011 Junior Statesmen Institute

To the Applicant A complete application includes: 1. This student application form or online application (www.jsa.org/summer/apply) 2. Short answers (one paragraph) to these Admission Questions: 1) Highlight your academic achievements. 2) Describe any leadership positions you have held. 3) What do you think is the most important issue facing state, local or national government today? What solution do you propose and why?

Name: ___________________________________________________________________________________________ Please Print

First

Last

Mailing Address: ___________________________________________________________________________________ Street

City

State

Zip

Home Phone: ( ______ ) ___________________________ Cell Phone: ( ______) _______________________________ Email Address: ___________________________________ Par Birthday: ____/____/____ Age:___

Male

ent’s Email Address: _____________________________

Female

School _____________________________________________________ School City/State_______________________ Graduation Year: 2011 2012 2013 2014 ( circle one ) T

How did you learn about the JUNIOR STATESMEN INSTITUTES? _________________________________ If you were given an HONOR STUDENT CODE please write it here: ________________________________

I’m applying to the JUNIOR STATESMEN INSTITUTE on: Arizona Institute on Leadership and Politics

Texas Institute on Politics and Presidential Leadership

June 6 - 9 Arizona State University Tuition: $200

June 7 - 10 Tuition: $400

Gene Burd Institute on Los Angeles Media and Politics

Institute on Leadership and National Security

August 9 - 12 Tuition: $500

U.C.L.A.

August 10 - 13 Tuition: $550

University of Texas at Austin

Princeton University

California Leadership Institute July 19 - 22 Tuition: $500

Membership Cards

Stanford University

Return Application Form and answers to Admission Questions to:

The Junior Statesmen Institute Admissions 800 S Claremont St., Ste 202 San Mateo, CA 94402 Fax (650) 347-7200

The Junior Statesmen Institute Admissions 1600 K St NW, Ste 803 Washington DC 20006 Fax (202) 296-7839

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