US EMBASSY | BRAND ATLAS by Curiosofía

U.S. EMBASSY COLOMBIA

BRAND ATLAS

In 2015, the visual identity of the U.S. Embassy in Colombia started feeling out-dated. It had already been around for over eight years and things had significantly changed during that time. For that reason, the Ambassador, Mr. Kevin Whitaker, commissioned his team to lead a rebranding process to refresh and revitalize the visual image of the Embassy, in a way that it would reflect the strong and dynamic relationship that the U.S. has built through the years with Colombia: a relationship that is best defined as PARTNERSHIP. But this project was not to be taken lightly. It was not just about drawing something new. It was necessary to dig into that relationship and find the core values that define it, as seen both by American and Colombian citizens and institutions. We are proud to present to you the results of a rather complex process, which involved several research activities with different groups of interest, ranging from representatives of the Embassy all the way to everyday regular colombian citizens of many different ages and cultural backgrounds. It also took many hours of design and creative efforts, but that is what it takes to build a bold, beautiful and powerful Brand. This document aims to present in a comprehensive way the Brand of the U.S. Embassy in Colombia and to establish the guidelines that should be observed in order to give it a correct use.

Brand composition

02 Brand's Essence This concept is the CORE of the Brand of the U.S. Embassy in Colombia. As such, it constitutes the base from which all others aspects of the Brand are built.

PARTNERSHIP WITH COLOMBIA

Power Statement

The Power Statement must be able to define in a clear, exciting and concise manner what the Brand is about.

The U.S. Embassy in Colombia works day in, day out, to generate synergies around common interests of both nations, allowing them to join efforts as allies and seeking to ensure stability, security, peace and prosperity in the region.

04 Mantra This is a warcry for all collaborators of the U.S. Embassy in Colombia. It is an internal, short, easy to learn and repeat phrase that serves strategic and motivational purposes, since it works as a reminder of what the organization works for and as such, it gives direction and perspective at any time it is invoked.

Colombia's best partner

Brand Principles

These are the essential, non-negotiable beliefs upon which the U.S. Embassy in Colombia Brand builts and reflects its personality and behaviour.

Integrity

Cooperation Commitment

Our principles are as firm as our ethic. We never sell out.

Accomplishing our mission will only be possible by working hand in hand with our allies, with equity and assertiveness.

To strive is fine, but it is just not enough. We will keep working until we get the results we are looking for.

Respect

Empathy

Diversity

The most effective way to get the best of our allies is to regard and treat them with honor and deference.

We understand we are part of a whole and as such, we take in consideration the situation of those others that complete us.

We work in a variety of areas of interest for the interest of a variety of people.

06 Personality The set of consistent intellectual, emotional and behavioural traits that make the U.S. Embassy in Colombia Brand distinguishable and to which its audiences can relate to.

TRUSTWORTHY

SUPPORTIVE

LEAD THE WAY

BOLD

APPROACHABLE

Tone of Voice

The mix of characteristics and references that define the way the U.S. Embassy in Colombia Brand needs to express itself in order to accurately and coherently project its personality.

Straightforward Confident Respectful

Witty

REFE

Barack Obama

08 Purpose That (hopefully trascendental) reason -beyond the organization's mission- that gives most of the collaborators of the organization the notion that they are working for something bigger than themselves and truly justifies the existence of the U.S. Embassy in Colombia.

We make the life of Colombian and American citizens easier by putting at their reach the very best of both countries.

Desired Positioning

How does the U.S. Embassy in Colombia want to be perceived and described by its target audiences?

The U.S. Embassy in Colombia is a truly useful organization both for American and Colombian citizens as well as for the maintenance of optimal political, economic, social and cultural relationships between the two nations.

10 Main Target Audience When a Brand sets "everyone" as its target, it ends up engaging few and merely random people. So, it is a matter of focus. To which group of interest should the U.S. Embassy in Colombia address its general communications, so that it best serves its strategic objectives?

Colombian Men + Women 30-45 y/o Medium-High SES

Colombian adult citizens who see the U.S. as a land of opportunity and for whom it is desirable and significant to establish some sort of personal interaction with that country, no matter if it is through tourism, education or business. They are willing to acknowledge the importance that the relationship between the U.S. and Colombia has for the development of their country. Their main feelings towards the U.S. are admiration, certain reserve and a need of self-vindication in regard to harmful stereotypes built around Colombian people. They can relate in many levels with the American lifestyle, either because they know people who are living there (most likely relatives) or through cultural references taken from fashion, music, TV, films and sports. They understand English fairly enough, at least on a basic level, although they might struggle with redaction and pronunciation.

Visual Style Guidelines

12 Main Version This should be always your first choice, and you should use it whenever the media you are working at allows it.

U.S. EMBASSY COLOMBIA

Main Version Construction

70X

33X

1X R=

14X

2X 6X 2X

U.S. EMBASSY COLOMBIA

X 20 R=

3X 3X 2X

29X

6X 1X 1X

RATIO ASPECT 7:3 [PRECISE 23:9]

10X

13X

14 Secondary Version Use this version only when the media in which you are placing the Visual Identity is too narrow as to include the Main Version. For example, a vertical standing banner.

Secondary Version Construction

35X

33X

U.S. EMBASSY | COLOMBIA

3X 1X 1X

1X R=

X 20 R=

3X 3X

33X

6X 1X 1X

10X

13X

RATIO ASPECT 1:1 [PRECISE 33:32]

16 Full Color Versions Whenever media specifications and production budgets allow it, you should use the full color versions.

U.S. EMBASSY COLOMBIA

Grayscale Versions The use of Grayscale Versions is only recommended for the design and production of low-cost printed materials, which can be used in massive and internal communications, for example, memorandums, forms, instructions for general public, etc. Grayscale, however, is not suitable for photocopying, since the subtle variations of the different shades are not well reproduced.

U.S. EMBASSY COLOMBIA

18 One Color Versions The One Color Versions are useful for watermarking documents and images, and for Branding corporate and promotional materials through special processes such as engraving, embossing, UV varnishing, die-cutting, stamping, sandblasting, stenciling, etc. It can also be used in printed material that need to be photocopied.

U.S. EMBASSY COLOMBIA

Inverted One Color Versions These Inverted One Color Versions work better when the Visual Identity is used on a dark background. They are not just literally â&#x20AC;&#x153;invertedâ&#x20AC;? from positive One Color Versions, since they have a slightly different construction in order to guarantee the best possible readability. So before using any One Color Versions, make sure they work well on the media you plan to place them in.

U.S. EMBASSY COLOMBIA

20 Composition The Visual Identity of the U.S. Embassy is composed by three main elements: 1. The wordmark, 2. The American Flag, and 3. The Colombian Flag.

U.S. EMBASSY COLOMBIA

WORDMARK In order to emphasize the notion of PARTNERSHIP, the words “U.S.” and “Colombia” have the same size and weight, in opposition to the word “Embassy”, which uses a lighter font.

U.S. EMBASSY COLOMBIA

U.S. FLAG It is located right underneath the Colombian flag to represent the support the U.S. offers to its partner. It also seems to be embracing the other flag as a token of respect, equality and friendship.

U.S. EMBASSY COLOMBIA

HOST COUNTRY FLAG: COLOMBIA It comfortably sits on the solid ground that the U.S. flag provides for it. It lets itself be embraced by its partner, since it is a way of getting the impulse it needs to keeo moving upwards.

Independent Use of Elements

WORDMARK

FLAGS (APART)

FLAGS (TOGETHER)

The most effective way to get the best of our allies is to regard and treat them with honor and deference.

U.S. EMBASSY COLOMBIA

The most effective way to get the best of our allies is to regard and treat them with honor and deference.

22 Clearspace Aviso exterior | Main Version In order to protect the integrity and readability of your Visual Identity, no other graphical elements, such as logos or texts should infringe this space. The size of the clearspace, both vertical and horizontal-wise, is equivalent to 6x, i.e. the height of the yellow stripe of the Colombian flag.

6X 6X

U.S. EMBASSY COLOMBIA X

Clearspace | Secondary Version Letrero

24 Minimum Reproduction Sizes These are the minimum reproduction sizes in which the readability of each Version of the Visual Identity can be guaranteed, both in printed and digital media.

Main Version

Flags

U.S. EMBASSY COLOMBIA

15mm

DIGITAL MEDIA

Secondary Version

11mm

6mm

U.S. EMBASSY COLOMBIA

80px

60px

32px

Color Palette

These are the technical specifications of the Main Color Scheme of the U.S. Embassy Brand corresponding to different color systems, both for print (PANTONE and CMYK ) and digital media (RGB and HEX). Here you can also find some complementary tones which are very useful design assets, especially for document layout, infographics and charts design.

MAIN COLOR SCHEME

COMPLEMENTARY COLOR TONES PANTONE 130C M30Y100 R255G178B0 HEX #FFB200

PANTONE 138C M40Y100 R255G153B0 HEX #FF9900

PANTONE 648C C100M60K50 R6G32B77 HEX #06204D

PANTONE 289C C100M60K60 R5G26B61 HEX #051A3D

PANTONE 276C C100M100Y30K50 R7G0B43 HEX #07002B

PANTONE 532C C100M100Y80K30 R2G0B17 HEX #020011

PANTONE 188C C10M100Y90K50 R114G0B6 HEX #720006

PANTONE 1817C C10M100Y90K80 R46G0B2 HEX #2E0002

PANTONE 121C M20Y70 R254G204B69 HEX #fFECC45

PANTONE 1365C M30Y70 R254G179B65 HEX #FEB341

PANTONE 653C C100M60K20 R9G52B123 HEX #09347B

PANTONE 295C C100M60K30 R8G45B108 HEX #082D6C

PANTONE 534C C100M100Y30 R13G0B87 HEX #0D0057

PANTONE 533C C100M100Y30K20 R11G0B69 HEX #0B0045

PANTONE 192C M100Y70 R251G0B38 HEX #FB0026

PANTONE 187C M100Y70K20 R200G0B31 HEX #C8001F

PANTONE 393C Y60 R255G255B102 HEX #FFFF66

PANTONE 135C M15Y60 R254G217B94 HEX #FED95E

PANTONE 279C C70M30Y20 R79G130B156 HEX #4F829C

PANTONE 646C C70M30Y20K15 R67G111B132 HEX #436F84

PANTONE 2718C C60M40 R105G120B183 HEX #6978B7

PANTONE 652C C60M40K20 R84G96B146 HEX #546092

PANTONE 7424C M70Y30 R248G78B116 HEX #F84E74

PANTONE 206C M90Y40 R247G28B84 HEX #F71C54

10%

20%

30%

40%

50%

60%

70%

80%

90%

10%

20%

30%

PANTONE PROCESS BLACK C K100 R0G0B0 HEX #000000 40%

50%

60%

70%

80%

90%

10%

20%

30%

PANTONE 186C C17M100Y86K7 R193G0B16 HEX #C10010 40%

50%

60%

70%

80%

90%

10%

20%

30%

PANTONE 274C C100M92Y30K23 R9G10B71 HEX #090D47 40%

50%

60%

70%

80%

90%

10%

20%

30%

PANTONE 541C C100M60K40 R7G38B92 HEX #07265C 40%

50%

60%

70%

80%

90%

PANTONE 123C M20Y90 R254G204B23 HEX #FECC17

26 Plain Color Backgrounds The main thing you need to have in mind when locating the Visual Identity on a color background is that you must assure it will always be recognizable, clearly distinct and well contrasted. To help you get this right, the Full Color and Grayscale Versions include a white envelope that surrounds both flags. It MUST always be there. Now, according to the background, you can use the wordmark in black or white (but only these two colors), whichever looks better.

U.S. EMBASSY COLOMBIA

Complex backgrounds Some backgrounds are harder to work with, because of high contrast areas. In these cases you can use one of two methods to assure that the Visual Identity is correctly placed: use a white envelope for the wordmark -which must have the same width of the envelope used for the flags-, or apply a subtle black shadow behind it. Again, in all cases the white envelope surrounding the flags MUST always be there.

U.S. EMBASSY COLOMBIA

28 Sub-Brand Architecture | Main Version This Brand was designed to be very customizable in order to stay fresh and interesting through time, while acknowledging some particular traits of the hosting country and of the relationship between the two nations.

U.S. EMBASSY COLOMBIA 2X 1X

1ST DESCRIPTIVE LINE 2ND DESCRIPTIVE LINE (ONLY IF NEEDED) FONT BEBAS NEUE BOOK

13X

14X (MAX)

Sub-Brand Architecture | Secondary Version This feature of the Brand helps it keep its coherence and strengthen its presence in many different contexts, while it helps the Embassy to communicate the hugh scope of the work it does.

FONT BEBAS NEUE BOOK

1ST DESCRIPTIVE LINE 2ND DESCRIPTIVE LINE (IF NEEDED) 13X

14X

2X 2X

1X 1X

30 Iconography This versatility is achieved through the inclusion of different icons in the Visual Identity -always in white with 100% opacity-, according to each ocassion or interest. There is an initial iconset, which has over 100 icons organized in five categories.

NATURE

CULTURE AND ARCHITECTURE

CITIES AND REGIONS

LIFESTYLE

WORKING AREAS

Wax Palms

Poporo Quimbaya Indigenous Culture

Bogotá Monserrate

Barranquilla Carnival

Infrastructure

Golden Frog

The Cat Sculpture Cali

Medellín Coltejer Building

Salsa Dancing

Education

Spectacled Bear

Tiple Headstock Sculpture Bucaramanga

Cartagena Walled City

Coffee

Health

Customization Examples As you can see, this system enriches the communication possibilities of the Brand, making it more dynamic.

U.S. EMBASSY COLOMBIA MEDELLĂ?N

BARRANQUILLA CARNIVAL

U.S. EMBASSY COLOMBIA HEALTHCARE

conservation program

32 Typography BRANDING SYSTEM

BEBAS NEUE THIN