Brand Identification Guidelinesimages.akc.org/pdf/clubs/AKC_Brand_ID_Guidelines_7-8-04.pdf · The success of this new AKC Brand Identification Program requires ... Marketing/ Publications

BrandIdentificationGuidelines

DSG001(5/04)

The American Kennel Club name, symbol and its graphic representa-tions are among our most valuable assets.

In order to preserve and strengthen our identity we have developed a Brand Identification Program which encompasses all aspects of ourvisual identity.

The basic requirements - the policies and guidelines of this program -are summarized in this manual. It will serve as a reference for all whoare involved in any phase of development or implementation of materials.

This program will serve to make all of our communications more visu-ally consistent and will present the AKC brand in the most effectiveand positive manner.

The success of this new AKC Brand Identification Program requiresyour understanding and cooperation.

I have been involved in the development of this program from itsinception and am highly committed to its successful operation. I knowI can count on your complete and enthusiastic support.

Dennis B. SprungPresident and Chief Executive Officer

Message Fromthe President

American Kennel Club

Table ofContents

Marketing/Publications Design 3.5Grid 8½ x 11Interior Pages

Marketing/Publications Design 3.6Grid 5½ x 8½Cover & Back Cover

Marketing/Publications Design 3.7Grid 5½ x 8½Interior Pages

Marketing/Publications Design 3.8Grid 3½ x 8½Cover & Back Cover

Marketing/Publications Design 3.9Grid 3½ x 8½Interior Pages

Marketing/Publications Design 3.10Supporting Typography

Marketing/Publications Design 3.11Supporting Typography

Marketing/Publications Design 3.12Co-BrandingEndorsement Statement

Marketing/Publications Design 3.13Co-BrandingEndorsement Statement

New AKC ProgramLogotypes 3.14

Club Usage ofAKC Logotype 3.15On Printed Materials

Club Usage ofAKC Logotype 3.16On The Internet

Use of AKC Logotype At Sanctioned Events 3.17

Use of AKC Logotype On Banners 3.18

Club Usage ofAKC/EukanubaNationalChampionshipLogotype 3.19

Message from the President

Glossary of Terms 1.1

Introduction 1.2

Logotype 1.3

Graphic Signature 1.4AKC Logotypewith Themeline

Logotype 1.5Legal Considerations

Logotype 1.6Minimum Size

Logotype 1.7Preferred Colors - Positive

Logotype 1.8Preferred Colors - Negative

Logotype 1.9Reserved Area

Logotype 1.10Incorrect Use/Examples

Stationery 2.1Overview

Stationery 2.2Letterhead - Printed

Stationery 2.3Letterhead - Electronic Templates

Stationery 2.4Forms - Electronic Templates

Stationery 2.5Business Cards

Stationery 2.6Additional Applications

Marketing/Publications Design 3.1Overview

Marketing/Publications Design 3.2Layout and Graphic Style

Marketing/Publications Design 3.3Design Grid System

Marketing/Publications Design 3.4Grid 8½ x 11Cover & Back Cover

American Kennel Club

The terms introduced on this page are thebasic building blocks of the AmericanKennel Club Brand Identification Program.Each term is followed by a short definition.

SymbolThe circular graphic seal design containingthe AKC initials.

SignatureThe specific letterforms and two-line presen-tation for the AKC name.

Logotype/LockupThe prescribed arrangement or “lock-up”of the circular symbol with the AKC signature.

Reserved area or “clear zone”The minimum space to be left free oruncluttered around the AKC logotype, inorder to avoid any other competing graphicor typographic element.

Positive reproductionThe printing of black or a dark-color logo-type or typographic element on a white ora light-colored background.

Negative reproductionProducing a white or a light-colored logo-type or typographic element on a black ora dark-colored background.

The terms “reverse,” “knock-out” or“dropout” also refer to negative reproduction,because it is the background color that isprinted, with the type appearing in thecolor of the paper stock.

Supporting typographyThe specific typefaces selected for primaryuse in the AKC program.

Grid systemThe organized or disciplined arrangement of all elements in a layout.

Flush left alignmentThe vertical alignment of the left edge or margin of typography and graphic elements.In this form of alignment the right margin isusually not aligned vertically, and is describedas “ragged right” or “non-justified”.“Justification”aligns both the left and right margins, and issometimes used in the design of body copy.

Centered alignmentThe controlled design of formats by balancingheadlines or titles, body copy and illustrativematerials equally on each side of a centerline drawn through the format.

Flush right alignmentThe vertical alignment of the right edge ormargin of typography and graphic elements.In this form of alignment the left margin isusually not aligned vertically.

Headline or title copyThe featured or primary use of typography inan advertisement, brochure, newsletter, etc.

Body copyThe text of an ad, brochure or manual.

Address copyThe copy block that presents the addressinformation and telephone numbers in sta-tionery, forms, ads and brochures.

Bleed-off or bleedingThe term used to describe having a graphicelement (whether a photograph, rule orline, band, or any other graphic element)continue off the edge of a communicationsitem (such as a printed page or a banner).

Glossary of Terms

American Kennel Club 1.1

Introduction


SM

The newly designed American Kennel Clublogotype is the cornerstone of our BrandIdentity Program. Designed to reflectunique core values, it is important to followspecific implementation guidelines whenreproducing the logotype.

In addition, a full range of graphic formats andprinciples have been developed for all com-munications materials, and guidelines havebeen developed for future applications.

Adherence to these guidelines should beconsidered an important part of eachemployee’s responsibility.

Logotype The new logotype combines the symbol withthe customized rendition of the words“American Kennel Club” in a deliberate sizeand placement relationship.

This relationship of the graphic symbol tothe “American Kennel Club” name is fixedand may not be altered.

The two authorized “lock-ups” illustratedbelow are the only renditions of the logo-type to be used.


LogotypeHorizontal lock-up

Either the Horizontal or theVertical lock-up of the logotype,as illustrated, is to be used forall applications.

LogotypeVertical lock-up

SM

SM

Graphic SignatureAKC Logotypewith Themeline

A themeline has been created to complimentthe AKC logotype in a range of marketingand promotional applications. The themelineserves to reinforce the AKC brand and maybe used in applications such as advertising,brochures,banners and other collateral material,in support of AKC programs and events.

Rendition of the themeline in relationship tothe AKC logotype should conform to theexamples illustrated below.

The SM designation should continue to beused (as seen in the example below) afterthe words “American Kennel Club”


SM

SM

PreferredOne color bluePantone 286

PreferredOne color black

LogotypeLegal Considerations

We are in the process of applying for federalregistration of the American Kennel Clublogotype. Until that time, each use of theAKC logotype must bear either the SM (service mark) or TM (trademark) designation.The nature of the use will determinewhether SM or TM is appropriate. The AKClogotype should bear the SM when used onitems such as, but not limited to, letterhead,brochures or materials promoting the AKCservices. The AKC logotype should bear theTM when used on items such as, but notlimited to, baseball caps, sweatshirts and

videos. When federal registration isobtained, all uses of the AKC logotypeshould bear the ®. The Legal Departmentwill advise when such registration isobtained.

If you are in doubt as to which designationto use, contact Michael Swick in the AKCLegal Department at 212-696-8311.


LogotypeHorizontal lock-up

LogotypeVertical lock-up

SM

SM

TM

TM

LogotypeMinimum Size

In order to ensure sharp reproduction andclear legibility the logotype should not beprinted smaller than the minimum sizes indicated below.

Consideration of printing method (e.g., offset,hot stamp, digital printing) should be takeninto account to determine readable smallscale reproduction.

Minimum Size Horizontal lock-up

Minimum Size Vertical lock-up

1.25” width


0.7” width

LogotypePreferred ColorsPositive

Two preferred color options are available forpositive rendition of the logotype; Blue Pantone286 and Black. When possible, use the preferredcolor options, especially on “high exposure”materials.

Care should be taken to provide sufficientcontrast from background color or value toensure good contrast and clear legibility.

PreferredOne color BluePantone 286

PreferredOne color Black


LogotypePreferred ColorsNegative

The American Kennel Club logotype may alsobe presented using negative or reverse "drop-out" reproduction. The following alternativesare all acceptable:

�White (or a light paper stock) reversed outof Black or Blue Pantone 286.

�White (or a light grey background) reversedout of any sufficiently dark color.

Be sure to achieve sufficient contrastbetween background color and logotype.

Never reverse the logotype out of two or more different background colors.

Presented correctlyreversed out of a single colorbackground

Presented incorrectlyreversed out of a single colorbackground


LogotypeReserved Area or“Clear Zone”

In order to present the American Kennel Clublogotype without competition from othertypographic or design elements, a sufficientreserved area or “clear zone” has beenestablished.

As a “rule of thumb,” leave at least theequivalent height of the two lines of typethat render the AKC name around all foursides of the logotype as illustrated below.

The reserved area will remain proportionateto the sizing of the logotype.

1x= Two lines of type

Minimum ReservedArea or “Clear Zone”


x

xx

x

x

xx

x

LogotypeIncorrect Use/Examples

The general guidelines for avoiding incorrectpresentation of the American Kennel Club logotype are:

� Never reproduce the logotype from un-authorized artwork.

� No modifications to the artwork, including colorspecifications, position and relative size of theelements, or “drop shadowing,” are permitted.

� The logotype should never be presented on atextured or heavily patterned background.

� Never present the logotype in a geometricshape that may appear to be part of the sig-nature, or confine it tightly in a band or bar.

� Do not present other symbols, logotypesor copy in close proximity to the logotype.

Examples of several logotype “don’ts” areillustrated below.

Unauthorized colortreatment

Unauthorized“lock-up”

Patternedbackground

Distorted imageInsufficient contrast

ANNUAL DOG SHOWLogotype as part of aheadline or othercopy treatment


Rendition of the symbolalone is not to be used.

®

StationeryOverview

Specific guidelines governing the design and production of stationery materials have been established. On the followingpages are examples of stationery items,which reflect desired visual coordination in terms of layout, placement of the AKClogotype, and use of color and typography.

Stationery items (letterheads, businesscards, etc.) must be ordered only throughapproved vendors who have been instructed

in the proper formatting of materials.

Please refer to the Production Departmentstationery order form which can be foundin the network “P” drive in the formsdirectory;P: Forms/ OLR2/ New AKC Logo Info


260 Madison Avenue New York, NY 10016 Tel 212 696-8359 Fax 212 696-8329 www.akc.org

Date:

To:

From:

Tel:

Message:

Fax Transmittal

Time:

Fax:

Fax:

Pages, incl this cover:

5580 Centerview Drive Raleigh, NC 27606 Tel 919 816-3600 Fax 919 816-3627 www.akc.org

260 Madison Avenue New York, NY 10016 Tel 212 696-8359 Fax 212 696-8329 E-Mail [email protected]

Ronald H. MenakerChairman of the Board


James CrowleyExecutive Secretary

260 Madison AvenueNew York, NY 10016

Tel 212 696-8234Fax 212 696-8252E-Mail [email protected]


StationeryLetterhead Printed

LogotypeThe American Kennel Club logotypeprints in one color: Black.

TypographyAll preprinted attendant information istypeset in Gill Sans and prints in black.

Times New Roman and Arial are thepreferred fonts for rendering wordprocessed content.


Ronald H. MenakerChairman of the Board



StationeryLetterheadElectronic Templates

Electronic templates have been developedto provide computer/laser print-outcapability for individual/personalizedletterhead (black and white). Size andplacement of the logotype, individual nameand title, and address information are pre-determined and may not be altered.

Templates are located at;P: Forms/ OLR2/ New AKC Logo Info


Daisy OkasAssistant Vice President,Communications

Patricia R. KrauseAssistant Vice President,Companion Events



Press Release

StationeryFormsElectronic Templates

Electronic templates have also beendeveloped to enable computer generatedreproduction for the facsimile cover sheet,memorandum form and press release form.

The schematics below illustrate the correctapplication of the American Kennel Clublogotype and typographic layout on thesematerials.

Templates are located at;P: Forms/ OLR2/ New AKC Logo Info

To:

From:

Subject:

Date:

Memorandum


Date:

To:

From:

Tel:

Message:

Fax Transmittal

Time:

Fax:

Fax:

Pages, incl this cover:


StationeryBusiness Cards

Business cards are a simple yet formalmeans of introduction.

Do not overload them with too muchinformation, such as multiple addresses andcontact numbers. The inclusion of toomuch data is likely to confuse rather thenclarify information for the recipient.

All attendent information is typeset in GillSans and prints in black.

A gold foil seal may be used in the lockupon prominent items such as business cards,AKC Pedigrees, Champion certificates,DNA certificates, and Junior certificates.

Authorized digital artwork is provided forthe reproduction of all business cards.

James CrowleyExecutive Secretary


260 Madison AvenueNew York, NY 10016


David RobertsAssistant Vice President

Registration and Customer Services

5580 Centerview DriveRaleigh, NC 27606


#10 business envelope

4.25” x 5.5” notepad

StationeryAdditional Applications

The schematics below illustrate thecorrect application of the AmericanKennel Club logotype and placement oftypographic information on a range ofstationery materials.

Authorized digital artwork is provided for the reproduction of these materials.

260 Madison Avenue New York, NY 10016Tel 212 696-8359 Fax 212 696-8329 www.akc.org



5.5” x 8.5” notepad

260 Madison Avenue New York, NY 10016

Marketing/Publications DesignOverview

Marketing and educational materials andother publications provide opportunitiesfor the American Kennel Club to reflect acohesive and prestigious brand impressionto its audiences.

Since promotional literature requires areasonable variety of graphic layouts, theobjective in developing marketing materialsis to achieve a high level of visual consistencywhile providing sufficient design flexibility.

To accomplish this objective, certain keyelements have been identified andcoordinated within a structural layoutsystem called a design “grid.”


Marketing/Publications DesignLayout and Graphic Style

Use the recommended grid system on allcover and interior layouts.

Placement of the logotype on the gridquadrant is fixed in lower right position.

Preferred rendition of the logotype is blueon a white background.

Border System ElementThe border system element is integral to theAmerican Kennel Club publication design

system and should be incorporated on allcover designs.

Use the border system element to integratephotography, illustrations, typography, andother graphics.

The border system element can berendered in linear form as well as solidbands. For non-bleed situations, the linearsystem element is cropped off as shown inthe grid.


Sample cover showing theborder system element asa solid band.

Sample cover showing theborder system element aslinear form.

Marketing/Publications DesignDesign Grid System

A design grid is a flexible planning aid forstructuring the layout of a printed page orpublication. Basically, a design grid providesthe user with a visual aid for creating awide variety of layouts within a prescribed,coordinated visual/graphic format. A gridprovides the underlying structure ofhorizontal and vertical reference points forthe placement of graphic elements.

Design grids serve both to help organizean individual publication and to establish

a coordinated style across a series ofpublications.

Attendant graphic elements, includingheadings, text, rules, photographs andillustrations can be aligned on any givengrid in a variety of ways.

The grid for the cover page is divided intofive horizontal sections. The bottomquadrant is left clear to provide a neutralbackground for the logotype.

0.5”

2.2”

0.5” 0.3”

1.75”

0.3” 0.3”

8.5” x 11” 5.5” x 8.5” 3.5” x 8.5”


3.125” 2.25” 1.125”

Note: Fixed size and placement of thelogotype for brochure cover design.

Marketing/Publications DesignGrid 8.5” x 11”Cover and Back Cover

0.5”

30% of Actual Size


0.75”

0.5” 0.25”0.5”

2.2”

0.5”

3.125”

0.75”

Cover Back Cover

Marketing/Publications DesignGrid 8.5” x 11”Interior Pages

1”

0.5”

30% of Actual Size


0.75”

1” 0.5”0.25”

Interior

Marketing/Publications DesignGrid 5.5” x 8.5”Cover and Back Cover

45% of Actual Size


Cover Back Cover

0.3”

1.75”

0.3”

2.25”

0.5”

0.5”

0.5”

0.5”0.25”

Marketing/Publications DesignGrid 5.5” x 8.5”Interior Pages

0.5”

0.5”

45% of Actual Size


0.5”

0.5”0.25” 0.5”

Interior

Marketing/Publications DesignGrid 3.5” x 8.5”Cover and Back Cover

60% of Actual Size


Back Cover

0.3”

1.75”

0.3”

1.125”

0.5”

0.5”

0.25” 0.25”0.25”

Cover

Marketing/Publications DesignGrid 3.5” x 8.5”Interior Pages

0.5”

60% of Actual Size


0.5”

0.25” 0.25”0.25”

Interior

To have cohesiveness, a Brand IdentityProgram should have consistent use of a fewselected typefaces as supporting typography.Also to maintain the creative freedomnecessary for variety, there should be theflexibility to use other typefaces as well.

The American Kennel Club program willprovide such strong coordination with the useof limited typefaces, while also allowingcontrolled use of other typefaces for variety.

Gill Sans has been selected as a primary sans serif typeface to use as supportingtypography for this program.

Gill Sans

Gill Sans Bold

Gill Sans Extra Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxwz




Gill Sans provides a wide variety of weightsand styles.

Gill Sans should be considered for headlinesand titles. All of the titles and body copy inthis manual use Gill Sans.

Avoid the use of all capital letters, so that theuniqueness of the AKC logotype will befeatured.

The following exhibits show various weightsand styles of Gill Sans.

Marketing/Publications DesignSupporting TypographyCorrect Use

Bodoni

Bodoni Italic

Bodoni Bold

Bodoni Bold Italic





Bodoni has been selected as a primaryserif typeface to use as supportingtypography for this program.

Bodoni is a classic and very readabletypeface and should be considered for useas body copy.

It is also appropriate to use Bodoni forheadlines or titles. The use of other seriftypefaces, such as Times New Roman andGaramond is also acceptable.


Present all serif type with initial capitalsand lower case letters.

Avoid the use of all capital letters.

The following exhibits show variousweights and styles of Bodoni.

Marketing/Publications DesignSupporting TypographyCorrect Use

The American Kennel Clubs’ long tradition ofsponsored programs and events typicallyresults in the creation of additional logotypes,symbols and graphic elements.

In order to provide increased coordinationand compatibility between The AmericanKennel Club brand identity and a specificprogram or sponsored event, an endorsementstatement has been established to link allprogram and event activity with the AKC asillustrated below.


Only authorized reproduction artwork is tobe used to render these endorsementstatements.

Endorsement Statement

Marketing/Publications DesignCo-BrandingEndorsement Statement

SM

or

The following examples illustrate the use ofexisting program and event graphics incombination with the endorsement statement.

While the “Canine Good Citizen” graphic willcontinue to incorporate the stand alone AKCsymbol as part of its logotype, the practice ofcombining the stand alone AKC symbol infuture program or event graphics will bediscontinued.


Furthermore when new logos are developed,the AKC lock-up should be a main designelement as illustrated on pg 3.14.

Established AKCProgram LogotypesCo-BrandingEndorsement Statement

SM

SM

SM

New event logotypes created since theintroduction of these guidelines feature theAKC lock-up as the main design element.Therefore there is no need to include anendorsement statement with these logos.(See examples below).


New AKC ProgramLogotypes

SM

AKC member, licensed or sanctioned Clubsin good standing may use the AKC logotypein newsletters or other printed materials,such as brochures.The AKC logo may also be used in connection with any specific AKC document, such as the monthly AKCChairman's Report or an AKC press release.Logo presentation must include a descriptionof the club's relationship to the AKC, such as


"XX Kennel Club is a Member (or "Licensed" or "Sanctioned" asappropriate) Club of the AKC" along with the AKC logotype.

However, the logo may not be used with any editorial or other content NOT originally authored by the AKC.

Club Usage of AKC LogotypeOn Printed Materials

Example of the front pageof a club brochure.

AKC member, licensed or sanctioned Clubsare encouraged to use the AKC logotype ontheir club web sites. If a Club chooses to doso, they must adhere to specific criteria listedbelow.


The AKC will, in turn, present Club logoson AKC web sites when applicable.However, the specific criteria listed belowmust be met.

Club Usage of AKC LogotypeOn The Internet

A. Club must be AKC member, licensed or sanctioned club in good standing

B. Logotype will be provided by AKC and must be displayed in a manner specifiedby AKC as outlined in this Guidelinesdocument

C. Logo presentation must include Clubrelationship to the AKC. A descriptionof the club's relationship to the AKC,such as "XX Kennel Club is a Member(or "Licensed" or "Sanctioned" asappropriate) Club of the AKC" must be included with the AKC logotype.

D. Logo/graphic must be linked to AKCWebsite homepage

A. Club must be AKC member, licensedor sanctioned club in good standing

B. Club will provide to AKC an electronicform of the Club logo (logo file shouldbe as large as possible to allow forflexibility to size the logo as needed).Width of 150 pixels or greater is best.

C. Logo/graphic, if available, will link to club Web site homepage. (Sendelectronic version of your logo as well as the URL of your Web site to [email protected]

D. Club logo will be displayed wheneverclub name is mentioned, if possible

Example of approved use of AKClogotype on Club website.

The AKC logotype must appear in thecertification in all premium lists and catalogs.Additionally the AKC seal must be on theface of all prize ribbons or as the button forrosettes at AKC events. These prizeribbons/rosette buttons are one instancewhere use of the AKC seal alone is permitted.


Use of AKC LogotypeAt Sanctioned Events

Example of approved use of AKClogotype in the Certification Statement of the Premium List.

AKC banners are part of AKC licensedSuperintendents' equipment.AKC providesbanners at no charge to all Superintendents,who will work with Clubs to hang therequired AKC banners at shows.

The banner program policies apply to allClubs. If you are using a Superintendent thatis providing equipment, the Superintendentwill provide the banners. Clubs that are notusing a Superintendent are not required todisplay banners but are encouraged topurchase and display AKC banners inprominent places at their events.


The AKC banners are uniform in color anddesign so they have national recognitionand promote a uniform image of the AKC.Individual Club banners may be ordered -customized with specific colors anddesigns.Additional information on thebanner program is available athttp://www.akc.org/dic/clubs/bannerFAQ.cfm.

Use Of AKCLogotype OnBanners

Examples of approved use of AKClogotype on Club banners.

As with the AKC logotype, the AKC/EukanubaNational Championship logo may be usedwhen reprinting documents issued by AKCor The Iams Company. However it may notbe used as a graphic design element in anycircumstance without permission from theAKC or The Iams Company. The logo maybe included in print and online materials andin photos in which it naturally appears; i.e.a "win" photo.

Club Usage ofAKC/EukanubaNational ChampionshipLogotye


The Iams Company has created a separateguideline document for the use of the AKC/Eukanuba logotype. Copies may obtained bycontacting Maggie Heile at Riester-Robb;801-350-0680 or [email protected].

Examples of approved use of AKClogotype on Club banners.

Brand Identification Guidelinesimages.akc.org/pdf/clubs/AKC_Brand_ID_Guidelines_7-8-04.pdf · The success of this new AKC Brand Identification Program requires ... Marketing/ Publications

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