BRAND STANDARDS GUIDE
Table of Contents
Letter from our President
Our Brand
Logo
Exception Logo
Logo Standards
Brand Colors
Typography
Slogan
Design Application
Our Brand Name
Our Brand Voice
Maintaining Brand Consistency
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Northern Virginia Chamber of Commerce Brand
Letter from our President
Dear Friends and Colleagues,
As stewards of the Northern Virginia Chamber of Commerce brand, we have the great privilege of
managing and building a consistent and strong identity for one of the region’s leading business
organizations. By managing our identity carefully, we will affect more compelling communication with
more effi cient use of our resources.
This guide is meant to inform all Chamber communicators in the correct and consistent use of our graphic identity.
By referencing this guide early and often in any communications effort, you’ll not only help protect our brand, but
reinforce the meaning that it holds.
I know I can count on the entire Chamber staff to share the commitment to brand excellence by following
this manual carefully and consistently.
Thank you,
Jim CorcoranPresident & CEO
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Northern Virginia Chamber of Commerce Brand
Our Brand
Just like networking events and professional development content, branding is a powerful business asset.
So, what is a brand? A brand encompasses the promises we make (either implicitly or explicitly), the entire experience we provide (through our programs, services and interactions) and the reputation that we command (in the minds of our members, partners and all our stakeholders).
A strong brand will create trust among our members, forge lasting alliances with our partners and attract the interest of prospects.
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Northern Virginia Chamber of Commerce Brand
Logo
We’ve created building blocks for communicating Northern Virginia Chamber’s Brand Identity in a unified visual system we call the Brand Assets, comprised of core elements including logo, color and type.
LOGO
The Northern Virginia Chamber of Commerce logo consists of a symbol and wordmark.
The symbol should always appear as part of the logo. Do not separate the symbol from the logo and use it as an individual design or branding element.
LOGO WITH TAGLINE
Whenever possible, use the logo version with the tagline “lockup”. It is our goal to have the tagline message pervasive in our communications.
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Symbol Wordmark
CORE BRAND ELEMENTSLogo Elements
Tagline
Northern Virginia Chamber of Commerce Brand
Exception Logos
VERTICAL LOGO
The horizontal versions on the previous page are preferred. However, there will be instances where the vertical version will be the better option regarding the shape it must fit on.
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VERTICAL LOGO WITH TAGLINE
As with the horizontal version, use the logo version with the tagline “lockup” whenever possible. It is our goal to have the tagline message pervasive in our communications.
CORE BRAND ELEMENTSLogo Elements
Northern Virginia Chamber of Commerce Brand
Exception Logos
ONE COLOR INK VERSIONS
There will be instances where only one color of ink may be possible to reproduce the logo.
Some instances may be a low cost T-shirt, or giveaway item where only one color of ink can be used. The white version is preferred on a solid color; ideally “Deep Blue”.
There are instances where only black ink is availible, such as a fax or black only printouts. There may also be instances where a color printing is not available such as newspaper advertisements or low-cost program handouts.
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CORE BRAND ELEMENTSLogo Elements
SPONSORED BY
PROUD SPONSOR OFTHE WOLFTRAP FOUNDATION.
WWW.NOVACHAMBER.ORG | @NOVACHAMBER | 703.749.0400
Northern Virginia Chamber of Commerce Brand
Logo
WHITE TYPE VERSIONS OF LOGO AND BACKGROUNDS
The logo may also be displayed on dark images but ideally on the “Deep Blue” color background. Either solid blue or with the “Sky Blue” gradient behind the star. Either is acceptable.
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CORE BRAND ELEMENTSLogo Elements
Horizontal versions Vertical versions
Northern Virginia Chamber of Commerce Brand 7
Logo
CLEAR SPACE
As the primary visual representation of our brand, our logo must stand out among other visual elements. A minimum clear space must be maintained around the logo wherever it appears. This is true for all versions of the logo. The gray area illustrates the minimum required clear space. The minimum clear space on all four sides of the logo is “N” — the height of the logotype. Wherever possible, the amount of clear space should be increased.
This includes online applications as well as printed.
CORE BRAND ELEMENTSLogo Standards
Northern Virginia Chamber of Commerce Brand 8
Logo: Don’t CORE BRAND ELEMENTSLogo Standards
Do not distort or redrawthe symbol.
Do not distort or redrawthe wordmark.
Do not remove the symbolfrom the logo.
Do not place the logo on aphotograph or color that doesnot provide suffi cient contrast.
Do not change thecolors of the logo.
Do not alter the positionof the logo elements.
Do not add effects, such as adrop shadow, to the logo.
Do not re-create the logousing a different typeface.
Do not rotate the logo.
NORTHERN VIRGINIACHAMBER OF COMMERCE
Northern Virginia Chamber of Commerce Brand 9
Color CORE BRAND ELEMENTSBrand Colors
Color is the most fundamental yet most powerful tool in creating or expressing a mood or feeling.Take advantage of it. Play with color. Color brings our brand to life.
Northern Virginia Chamber of Commerce colors serve as a foundational palette that works universally across all of Northern Virginia Chamber of Commerce touchpoints. These colors will anchor and balance color expressions when used with neutral and accent palettes.
PRIMARY PALETTENorthern Virginia Chamber of Commerce signature colors are “Deep Blue” and the cool gray colors. The gray colors are often use for type opposed to solid black.
ACCENT PALETTEThe accent color are selections from the multi-colored logo star symbol. Use this palette to create visual interest and engagement. They may be used for color coding, charts and diagrams.
COLOR NOTES Always use the precise color formulas shown here. Do not use color formulas from files that have been converted automatically within software applications. Some software may not make color conversions that are the same as the specific color values listed here.
Northern Virginia Chamber of Commerce Brand 10
Color CORE BRAND ELEMENTSBrand Colors
ACCENT PALETTE
Fire
PMS: 199 cCMYK: 0, 100, 100, 0RGB: 237, 28, 36HEX: #e41c24
Caribbean
PMS: 3005 cCMYK: 90, 60, 0, 0RGB: 18, 104, 179HEX: #1268b2
Sun
PMS: 1235 cCMYK: 0, 15, 90, 0RGB: 255, 213, 48HEX: #ffd430
Jade
PMS: 319 cCMYK: 51, 0, 22, 0RGB: 118, 204, 205HEX: #76cbcd
Lava
PMS: 172 cCMYK: 0, 85, 100, 0RGB: 240, 78, 35HEX: #ef4e22
Sky
PMS: 298 cCMYK: 68, 0, 0, 0RGB: 0, 194, 243HEX: #00c1f3
Lemon
PMS: 116 cCMYK: 0, 2, 85, 0RGB: 255, 237, 63HEX: #ffed3e
Hibiscus
PMS: 2405 cCMYK: 10, 87, 0, 0RGB: 217, 70, 153HEX: #d84598
Leaf
PMS: 361 cCMYK: 80, 5, 100, 0RGB: 35, 170, 74HEX: #23aa4a
Violet
PMS: 267 cCMYK: 80, 100, 0, 3RGB: 89, 43, 140 HEX: #592b8c
Orange
PMS: 185 cCMYK: 0, 68, 100, 0RGB: 243, 115, 33HEX: #f37320
Aquamarine
PMS: 3125 cCMYK: 75, 20, 25, 0RGB: 46, 159, 181HEX: #2e9fb4
Lime
PMS: 375 cCMYK: 42, 0 100, 0RGB: 161, 205, 58HEX: #a1cc3a
Lavender
PMS: 2592 cCMYK: 50, 100, 0, 0RGB: 146, 39, 143HEX: #91268f
PRIMARY PALETTE
Deep Blue
PMS: 2758 cCMYK: 100, 95, 5, 35RGB: 27, 33, 104HEX: #1a2067
Slate
PMS: 432 cCMYK: 25, 0, 0, 85RGB: 52, 69, 78HEX: #34454e
Smoke
PMS: 431 cCMYK: 20, 0, 0, 65RGB: 93, 111, 122HEX: #5c6f79
Mist
PMS: 538 cCMYK: 5, 0, 0, 20RGB: 196, 206, 212HEX: #c4cdd3
Northern Virginia Chamber of Commerce Brand 11
Typography CORE BRAND ELEMENTSAvenir Font Family
AVENIR LIGHT
AaBbCcDdEeFfGgHh123456789AVENIR LIGHT ITALIC
AaBbCcDdEeFfGgHh123456789AVENIR BOOK
AaBbCcDdEeFfGgHh123456789AVENIR BOOK ITALIC
AaBbCcDdEeFfGgHh123456789AVENIR ROMAN
AaBbCcDdEeFfGgHh123456789AVENIR ITALIC
AaBbCcDdEeFfGgHh123456789
AVENIR MEDIUM
AaBbCcDdEeFfGgHh123456789AVENIR MEDIUM ITALIC
AaBbCcDdEeFfGgHh123456789AVENIR BLACK
AaBbCcDdEeFfGgHh123456789AVENIR BLACK ITALIC
AaBbCcDdEeFfGgHh123456789AVENIR HEAVY
AaBbCcDdEeFfGgHh123456789AVENIR HEAVY ITALIC
AaBbCcDdEeFfGgHh123456789
Type tells a story. A typeface, used consistently, builds character.
Avenir is a typeface to represents the Northern Virginia Chamber of Commerce as it is reflective of the font on the logo. The typeface is contemporary, classic, and elegant.
With a broad range of weights, a clear hierarchy of information can be established to extend the typographical scope of the Chamber brand — whether it’s clean and simple, or bold and expressive.
In business correspondences body text should be at 12 point in size.
SUBSTITUTE FONTThe Arial font family is common to all computers. It is to be used as a substitute for Avenir in non-design programs, such as Word and PowerPoint, or when Avenier can not be used.
SUBSTITUTE FONTARIAL REGULAR
AaBbCcDdEeFfGgHh123456789ARIAL ITALIC
AaBbCcDdEeFfGgHh123456789
ARIAL BOLD
AaBbCcDdEeFfGgHh123456789ARIAL BOLD ITALIC
AaBbCcDdEeFfGgHh123456789
Northern Virginia Chamber of Commerce Brand 12
Slogan CORE BRAND ELEMENTSSlogan
The Chamber has used the slogan “The Voice of Business in Northern Virginia (add the TM) since the early 90’s. This is both a description of our mission and a way to distinguish us from other business associations and chambers of commerce.
“The Voice of Business in Northern Virginia™” should appear wherever possible in Chamber printed material and online. The words shoud be in initial capital letters as shown and must be accompanied by the trademark symbol, TM, to protect our long-time use.
When used as a “lockup”, with the logo it is also referred to as a tagline. Use the specific graphic files provided which include the tagline opposed to attempting to re-creating it.
The slogan may be used as a stand-alone element with the logo in proximity to it. An example is the slogan used as the main messasge on a brochure cover or signage.
The slogan may appear in various formats, such as one line, two lines or three. Also, left aligned or centered, depending on usage. Graphic files have been provided of these combinations for consistency of typographical style.
Tagline
One Line
Left Aligned
Centered
Northern Virginia Chamber of Commerce Brand 13
Design Application BRAND MATERIALSDesign Application
L A Y O U T B - B L U E W I T H L O G O O N L Y
Step and Repeat
4-COLOR PEN ON WHITE BARREL(1) IMPRINT AREA
Please confirm to include tagline. Will be very small point size and recommend no tagline.
•
DECEMBER 18, 2015
Pens
JIM CORCORAN
Staff Name Badge
Northern Virginia Chamber of Commerce Brand 14
Design Application BRAND MATERIALSDesign Application
T A B L E R U N N E R80”x 28”
Imprint Area: 17” H x 24” W
C L O T H C O L O R : N A V Y B L U E
F U L L T A B L E C L O T H 29” x 72” x 30”
Imprint Area: 17” H x 50” W
Fri. Dec 18, 3PMAdded taglineNeed approval
Quantity: 4 Quantity: 2
Table Runner and Table Cloth
Offi ce Name Plate Easel Signage
Northern Virginia Chamber of Commerce Brand 15
Design Application BRAND MATERIALSDesign Application
GET CONNECTED Providing Access to What Your Business Needs January 5, 2016
Introduction
Introduction
What Makes Us Different • Diversity of Industries • Regional Footprint • Areas of Focus
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25
50
75
100INDUSTRIES REPRESENTED
WHO WE SERVE
BUSINESSES WITH
REPRESENTING
CELEBRATING
500,000 JOBS
700 COMPANIES
January 15, 2016 8
PowerPoint Slides
Folder
Firstname LastnameTitle Position
7900 Westpark Drive, Suite A550Tysons, Virginia 22102703.749.0400 fl [email protected]
Representing employers with more than
500,000 regional employees, the
Northern Virginia Chamber of Commerce
(Northern Virginia Chamber) is the region’s
leading voice for business advocacy,
thought leadership, business development
opportunities and key community
partnerships.
For 90-plus years, the Northern Virginia
Chamber has been working hand-in-hand
with companies in the region to build
a strong business community.
The Northern Virginia Chamber is the largest
chamber of commerce in Northern Virginia
by revenue, according to Washington
Business Journal’s 2015 Book of Lists.
Visit Us OnlineW W W . N O V A C H A M B E R . O R G@ N O VA C H A M B E R | 7 0 3 . 7 4 9 . 0 4 0 0
Northern Virginia Chamber of Commerce Brand 16
Our Brand Name BRAND NAMEOur Brand Name
BRAND NAMETo minimize confusion regarding our brand, we should strive to use the name “Northern Virginia Chamber of Commerce” to our members and prospects—especially in the beginning of a conversation or communication. In subsequent mention, “Northern Virginia Chamber” or “The Chamber” are acceptable. Avoid verbalizing or writing “NOVA Chamber” or “NVCC”.
✔ Northern Virginia Chamber of Commerce
✔ Northern Virginia Chamber
✔ The Chamber (only after initial introductions)
✖ NOVA Chamber
✖ NVCC
✖ NOVACC
Northern Virginia Chamber of Commerce Brand
Our Brand Voice BRAND VOICEOur Brand Name
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The brand voice guides both “what” we say and “how” we say it. Every line of copy our members and potential members read, or hear, needs to clearly express the essence of who we are, what we do and what we stand for. When used effectively and consistently, our brand voice will help foster relationships with those we serve. To help facilitate that consistency, we have created a list of guidelines.
BE CONVERSATIONAL.
Write as if you are speaking to a trusted business associate. Sound smart, helpful, and most of all, confident that we can help. Use short, concise sentences. Avoid tech jargon and geek-speak.
FOCUS ON THE “VOICE OF...” ETHOS.
Our superior programs and outreach efforts better equip our member companies to achieve their business goals. Construct your communications in a manner that merchandises the powerful equity we have as “The Voice of Business in Northern Virginia.”
WE SPEAK AS ONE.
As Northern Virginia Chamber of Commerce ambassadors, we are all aligned in our mission. When we speak, we embrace our cohesive unity with inclusive plural pronouns like “we,” “our,” “us.”
BE CLEAR. BE CONCISE.
Our readers are inundated with messages. Cut through the clutter and capture their attention through copy that is clear and simple. With appropriate to both the subject and your audience. So keep in mind who you are talking to and adjust your tone accordingly.
MAKE THINGS ACTIONABLE.
In most cases what we are writing is designed to further engage our members and prospects. To that end, we should strive to de-tail next steps.
ACTIVE VERBS ENERGIZE.
Use short, strong verbs in the active voice to convey momentum and optimism. Always replace adjective with verbs whenever possible. Instead of saying “The Northern Virginia Chamber of Commerce has excellent programming”say “The Northern Virginia Chamber of Commerce delivers superior programming”
WRITE. EDIT. REVISE.
Over time you will become increasingly comfortable with using the brand voice. However, it is never a good idea to stop with your first draft. Always review what you’ve written to insure that you are conforming to the Northern Virginia Chamber of Commerce voice.
Northern Virginia Chamber of Commerce Brand
Maintaining Brand Consistency BRAND CONSISTENCYOur Brand
Much of the power of a brand lies in its consistent and long-term use. Let this guide act as a guardrail that allows your efforts to proceed expeditiously while still maintaining visual order and effectiveness. Think about how the principals in this guide can be applied across all different touchpoints.
If questions crop up about specific usage of the brand or its elements, seek guidance from the marketing staff of The Chamber. They are able to assist in determining the correct applications of the brand elements.
If decisions must be made without their counsel, err on the side of consistency, professionalism and conservative use of the brand. New brands in particular, benefit from repetition and familiarity.
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