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American Task Force Visual Standards Manual A Rebranding Project of Bureau of Alcohol, Tobacco, Firearms and Explosives
Published by Favie Chiu, 2016 For Academy of Art University MFA Graphic Design Course: Gr604 The Nature of Identity, Fall 2016. – For more information please visit
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www.maintainsafety.info
A M E R I C A N TA S K F O R C E
Contents
01
02
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03
Our Brand Basis
Our Visual Basis
Our Future
LOGO ELEMENT
08
LOGO ANATOMY
10
LOGO COLOR
12
LOGO LOCKUPS
14
LOGO CLEAR SPACE
16
DIMENSION RESTRICTIONS
20
INCORRECT VARIATIONS
22
SYSTEM T YPE
26
COLOR PALETTE
30
PHOTO ST YLE
32
TREATMENTS
36
MISSION IN ACTION
42
FUTURE EXTENSIONS
44
BUSINESS SYSTEM
46
“We need to recognize that bad people are doing bad things with these weapons. It’s not the law-abiding citizens, it’s not the person who uses it as a hobby.”
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—Michael Steele, American politician.
A M E R I C A N TA S K F O R C E
Our Brand Basis Logo Element Logo Anatomy Logo Lockups Logo Clear Space Dimension Restrictions Incorrect Variations
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Chapter
/ / OUR BRAND BASIS /
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01
AAM MEERRIICCAAN N TA TASSKK FFOORRCCEE
LOGO ELEMENT The New Logo Our symbol connects back to the idea of our mission— Forge an alliance with the people of today to create an atmosphere for trust, cooperation, and protection for the people of tomorrow.
We express the idea of maintain the “American Way”
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The new logo elements are connected to our new name— American Task Force. Using a shield and an eagle to address how we want to achieve our “American Way” The letter A is hidden under the logo as the eagle’s two claws. We protect people in a way that people will notice. The basic form of the logo is a triangle shield shape formed along with the head of the eagle. The whole pose of the eagle representing the idea “we are fierce and fearless. We are American Task Force.”
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Eagle, The Classic American Representation.
The wings and feather are just like shield protecting the people in America
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The angel of the initial “A�.
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The logotype is crafted with the same space and diagonal lines in the symbol.
A M E R I C A N TA S K F O R C E
LOGO ANATOMY The proportion and the alignment of the symbol and logotype is made up of diagonal lines. The basic consistency between logotype and symbol is the space in between the symbol and the logotype itself, especially the symbol, the space between the eagle head and wings are the same size as the A under the wings.
ALIGNMENT OF THE SYMBOL
THE ALIGNMENT OF LOGOT YPE AND SYMBOL
Protecting people under the wings
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We have a defined logotype. It has been crafted to be perfectly balanced for legibility and distinctiveness. The logotype should never be changed or altered in any way.
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3.5x
2.5x 3.5x
6x 12.5x
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1x
1x
X=Diameter of Box
A M E R I C A N TA S K F O R C E
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12x
LOGO COLOR
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In order to convey the idea of fierceness, our logo color stays within black and white zone. Depending on the backbackground color, we use only an black or only white logo.
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LOGO LOCKUPS The Logo has been crafted with proportions in mind. Our logo lookups are flexible to use in both vertical and horizontal ways. The logo lockup should always be reproduced from the master artwork. It should never be altered, redrawn or manipulated in any way.
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Using the logo in the right way is legible for our user to clearly understand the message.
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HORIZONTAL LOCKUP
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BADGE LOCKUP
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VERTICAL LOCKUP
A M E R I C A N TA S K F O R C E
LOGO CLEAR SPACE In order to make the symbol easy to recognize. We are going to follow the rules below. We believe taking out noises can make our audience hear us loud and clear. The exclusion zone defines the minimum amount of clear space you need around the logo.
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Let the logo be easy to recognize.
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Symbol Clear Space
Logotype Clear Space
The clear space is derived from the height of the “A” shape at the bottom of the symbol. This will help you judge whether you’ve given enough clear space to the logo.
The clear space is derived from the height of the Letter. The clearspace is 1 /2 x. This will help you judge whether you’ve given enough clear space to the logo.
3.5x
7x
1/2x
x
x
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x
A M E R I C A N TA S K F O R C E
Horizontal Lockup Clear Space
Vertical Lockup Clear Space
The clear space is derived from the height of the letters. The logotype is aligned to the wings of the symbol. The clearspace is 1 /2 x. This will help you judge whether you’ve given enough clear space to the logo.
The clear space is derived from the height of the Letter. The clearspace is 1 /2 x. The space between the symbol and logotype is matching with the angle of the symbol (see page 09). This will help you judge whether you’ve given enough clear space to the logo.
1/2x
x
1/2x
2.5x
1/2x x
Badge Lockup Clear Space
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The clear space is derived from the space in the middle of the symbol. This will help you judge whether you’ve given enough clear space to the logo.
1 /4 x
x
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The exclusion zone defines the minimum amount of clear space you need around the logo,logotype and lockups.
A M E R I C A N TA S K F O R C E
DIMENSION RESTRICTIONS Its nice to see how we can work with our logo and make it recognizable. Sometimes we need different versions for different purposes. Sometimes different materials and formats can also affect the legibility of the logo.
LOGOT YPE
FOR DISPLAYS LARGER THAN 20 INCH / 350PX
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SMALLER THAN 5 INCH / 250 PX
SMALLER THAN 3 INCH / 150 PX
SMALLER THAN 1 INCH / 50 PX
DO NOT USE THE LOGO SMALLER THAN 3/4INCH OR 24PX.
/ OUR BRAND BASIS /
SYMBOL
HORIZONTAL LOCKUP
VERTICAL LOCKUP
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BADGE LOCKUP
A M E R I C A N TA S K F O R C E
INCORRECT VARIATIONS The symbol, logotype, and lockups should always stay with the same color, dimension and proportion It should never be altered, redrawn or manipulated in any way.
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We provide some examples on how to not use the logo.
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DO NOT CHANGE THE LOCKUP
DO NOT ALTER THE LOGO
DO NOT USE EFFECTS
DO NOT STACK SYMBOL AND LOGOT YPE TOGETHER
DO NOT STRETCH THE LOGO
DO NOT USE TEXTURE IN THE LOGO
DO NOT ROTATE THE LOGO
DO NOT USE SECONDARY COLOR IN THE LOGO
DO NOT USE PIXELATED LOGO
DO NOT OUTLINE THE LOGO
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DO NOT LOSE ANY COMPONENT
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DO NOT USE OTHER COLORS
A M E R I C A N TA S K F O R C E
Our Visual Basis System Type System Color System Photo Treatments
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Chapter
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SYSTEM TYPE Our type makes our audience feel safe. Our type system is a unit. Type should also integrate with the format we developed. We believe that the type we use can be innovative and safe for users to engage with.
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Type can be powerful and connect back to our brand and reinforce our goal.
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Skopex Gothic
» Black ÄBCDEFGHIJKLMNØPQRSTUVWXYZÆŒ äbcdefghijklmnøpqrstuvwxyzæœ äbcdefghijklmnøpqrstuvwxyzæœß 0123456789€$£)]} @&!?*;:- 0123456789 0123456789€$£ pqrstTSRQP @
» Extra Bold ÄBCDEFGHIJKLMNØPQRSTUVWXYZÆŒ äbcdefghijklmnøpqrstuvwxyzæœ äbcdefghijklmnøpqrstuvwxyzæœß 0123456789€$£)]} @&!?*;:- 0123456789 0123456789€$£ pqrstTSRQP @
» Bold ÄBCDEFGHIJKLMNØPQRSTUVWXYZÆŒ äbcdefghijklmnøpqrstuvwxyzæœ äbcdefghijklmnøpqrstuvwxyzæœß 0123456789€$£)]} @&!?*;:- 0123456789 0123456789€$£ pqrstTSRQP @
» Medium ÄBCDEFGHIJKLMNØPQRSTUVWXYZÆŒ äbcdefghijklmnøpqrstuvwxyzæœ äbcdefghijklmnøpqrstuvwxyzæœß 0123456789€$£)]} @&!?*;:- 0123456789 0123456789€$£ pqrstTSRQP @
» Regular ÄBCDEFGHIJKLMNØPQRSTUVWXYZÆŒ äbcdefghijklmnøpqrstuvwxyzæœ äbcdefghijklmnøpqrstuvwxyzæœß 0123456789€$£)]} @&!?*;:- 0123456789 0123456789€$£ pqrstTSRQP @ A M E R I C A N TA S K F O R C E
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The Primary typeface we use is PTL Skopex Gothic. PTL Skopex Gothic is a contemporary Sans with a strong vertical nature and many playful details. Skopex Gothic has five different weights, they are Regular, Bold, Medium, Extra Bold and Black.
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Primary Typeface
Secondary Typeface The Secondary typeface we use is Skopex Slab. Our type is a unit. We use the same typeface family to convey the idea of “United ” Skopex Slab has two different weights, they are Regular and Bold.
ÄBCDEFGHIJKLMNØPQRSTUVWXYZÆŒ äbcdefghijklmnøpqrstuvwxyzæœ äbcdefghijklmnøpqrstuvwxyzæœß 0123456789€$£)]} @&!?*;:- 0123456789 0123456789€$£ pqrstTSRQP @
» Regular ÄBCDEFGHIJKLMNØPQRSTUVWXYZÆŒ äbcdefghijklmnøpqrstuvwxyzæœ äbcdefghijklmnøpqrstuvwxyzæœß 0123456789€$£)]} @&!?*;:- 0123456789 0123456789€$£ pqrstTSRQP @
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Skopex Slab
» Bold
/ OUR V ISUAL BASIS /
We should give the audience a clear and easy to read hierarchy of type. Some display use might not include in the basic use of the type hierarchy.
Headline should always be on top, followed by the title, the subhead and the rest of the content.
SKOPEX GOTHIC BLACK UPPER AND LOWER CASE
SKOPEX GOTHIC BLACK ALL CAPS
SKOPEX GOTHIC EXTRA BOLD UPPER AND LOWER CASE
SKOPEX SLAB REGULAR ALL CAPS
Headline TITLE Quote / Hightlight SUBHEAD 1
SKOPEX SLAB BOLD UPPER AND LOWER CASE
Subhead2
SKOPEX GOTHIC REGULAR UPPER AND LOWER CASE
Paragraph / ×× Bullet
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SKOPEX GOTHIC BLACK/EXTRA BOLD SPECIAL USE FOR INFORGRAPGICS
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Typeface Combination
A M E R I C A N TA S K F O R C E
COLOR PALETTE The Color we are using is three individual units. All the colors together are united. For the different purposes, we use different variations to reinforce our intention.
FAITH WHITE
FIERCENESS BLACK
SAFET Y BLUE
UNITED RED
CMYK
CMYK
CMYK
CMYK
9, 6, 7, 0
0, 0, 0, 100
100, 100, 0, 0
0, 80, 80, 0
RGB
229, 229, 229
RGB
0, 0, 0
RGB
46, 49, 1 46
RGB
241, 91, 64
HEX
#e5e5e4
HEX
#000000
HEX
#2e3092
HEX
#f05a3f
PMS
5455
PMS
BLACK6 2X
PMS
2748
PMS
PMS 172
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Our few colors can convey a big range of messages depending on how we use them. We limit our color but colors have no limitations.
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Color Group Combinations
SAFE COMBO
Depending on what kind of messages we want to convey, the following three groups are simple color combinations that can easily be used to give a different feeling. The bigger box in the group means the primary color, and the following color boxes are the secondary colors.
We limit our color but colors have no limitations.
FIERCE COMBO
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UNITED COMBO
A M E R I C A N TA S K F O R C E
PHOTO STYLE
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Photographs can tell the story, and tell the emotion. In order to make our messages feel united and fierce, we use super high contrast and highly desaturated photos to convey the idea of “fierceness”, and we also use the blue tone photo to represent “safety”.
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“Though force can protect in emergency, only justice, fairness, consideration and cooperation can finally lead men to the dawn of eternal peace. —Dwight D. Eisenhower
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Dwight David “Ike” Eisenhower (1890 – March 28, 1969) was an American politician and general who served as the 34th President of the United States from 1953 until 1961. He was a five-star general in the United States Army during World War II and served as Supreme Commander of the Allied Forces in Europe.
A M E R I C A N TA S K F O R C E
Fierceness Style
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This group is mainly high contrast, highly desaturated photos. The object in the photos should also have some diagonal lines to match the logo if possible.
MONOTONE HIGH CONTRAST
HIGHLY DESATURATED
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Future Safety Style
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This group is mainly blue tone hologram photos. The object in the photos should also have some diagonal lines to match the logo if possible.
A M E R I C A N TA S K F O R C E
TREATMENTS
GRAPHIC ELEMENTS
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Graphic elements and photography can be used in different ways to help the brand convey our message cohesively. Graphic elements come from the logo geometry. We find typeface symbols that is similar to the logo. When it is combined with the photo or layout, it shows the idea of “protecting under eagles wing.� It can also be an arrow pointed at important messages or directions.
/ OUR V ISUAL BASIS /
Photographic with Graphic Element
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Elements can be any color, depending on what message we what to convey (see page 29, color combinations). Elements should not block the important part of the photo.
A M E R I C A N TA S K F O R C E
Type with Graphic Element Elements can be any color, depending on what message we what to convey (see page 29, color combinations). Elements should not bigger the important part of the content.
Tagline! Example highlights ARROWS
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Here we use graphic elements as an arrow to point at the things we want to highlight, or to be continued elsewhere.
/ OUR V ISUAL BASIS /
Type, Graphic Element and Photo Elements can be any color, depending on what message we what to convey (see page 29). Elements should be no bigger than the main part of the content. Type should always start at the left upper corner followed by the content (see page 27). Type should not block out the important part of the photo or make it not legible.
Attention!
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Here we use graphic elements as an arrow to point out the things we want to highlight, or to be continued elsewhere.
A M E R I C A N TA S K F O R C E
Our Future Mission in Action Possibilities
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Chapter
/ OUR FUTURE /
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A M E R I C A N TA S K F O R C E / V I S U A L S TA N D A R D S M A N U A L /
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MISSION IN ACTION We are a historical law enforcement organization. We envision our future not only keeping up with our past visions, but we also keep going forward. We dedicate our future to enhancing the government and society relationship. We believe what we can do in the future will improve the link between government and people.
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We protect the people and cooperate with them to earn their trust.
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FUTURE EXTENSIONS In the projection list, we will offer some different kinds of expansions in our future. We categorize them into six different categories, they are: Technology, Public Relation, Equipment, Legalization, Education, and Media.
Technology
Public Relation
Equipment
Legalization
Education
T1
ATF Gene Security
PR1
E1
ATF Gun Registration
EDU1
ATF Explosive’s Specialist Laboratory
ATF Virtual Reality Experience Room
L1
T2
ATF Safety Recreational Center
L2
ATF Credit Union
ATF Self Defense Training Center
PR2
Face of ATF
E2
ATF Taxi
L3
ATF Transit
EDU2
PR3
Alternative ATF Representatives
E3
ATF Vault
ATF Edutainment Centers
L4
ATF Insurance Inc
E4
ATF Hotel
EDU3
ATF Academy
L5
ATF Mobile Service
E5
ATF Garage
EDU4
L6
ATF Transport Service
ATF Memorial Museum
L7
ATF Construction
EDU5
ATF Survival Club
EDU6
ATF Holiday Village
EDU7
ATF Alcohol Safety Experience
T3
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T4
ATF Virtual Protecting Net ATF Food Investigation Laboratory
PR4
ATF Report Suspicious Activity App
PR5
ATF Adoption Center
PR6
ATF Home Security
Media M1 ATF x Google Map M2 ATF Documentary M3 ATF Channel
Cooperation+Safety = Trust / OUR FUTURE /
Future Projection We dedicate our future to enhancing the government and society relationship. We believe what we can do in the future will improve the link between government and people.
COOPERATION
SAFET Y
E2
PR2 M3
PR5
E3
L1 EDU6
PR1
M1
EDU4
EDU7
L4
E4
E1
T1 PR4
T4 L2
L5 M2
EDU3
EDU5
EDU2
T3
L3 L7
EDU1
L6 PR3
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GOVERNMENT AND PEOPLE RELATIONSHIP
PR6
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T2
E5
+ =TRUST
A M E R I C A N TA S K F O R C E
BUSINESS SYSTEM
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Here We give an example of what the brand will look like in the real world. The business system will mostly use our fierceness black and justice white (See Page 29). These will be utilized in the future extension as we see on the page 42.
/ OUR FUTURE /
A M E R I C A N TA S K F O R C E / 047 /
/ V I S U A L S TA N D A R D S M A N U A L /
We believe “The safety of the people shall be the highest law.” —Marcus Tullius Cicero Marcus Tullius Cicero ( 3 January 106 BC – 7 December 43 BC) was a Roman philosopher, politician, lawyer, orator, political theorist, consul, and constitutionalist. He came from a wealthy municipal family of the Roman equestrian order, and is considered one of Rome's greatest orators and prose stylists.
F0r More information please visit WWW.MAINTAINSAFET Y.INFO
Copyright
Š
2016 Favie Chiu
American Task Force Visual Standards Manual is a non-commercial project for educational purpose and is not intended to represent or replace the original brand.
Course / The Nature of Identity Instructor / Hunter Wimmer Design / Favie Chiu www.faviedesign.net authoryfavie@gamil.com _ Image Source / Pexels, Wallpaper Safari, Wallpaper Abyss. Article Source /
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Wikipedia, Bureau of Alcohol Tobacco Firearms and Explosive (ATF), AZ QUOTE.
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