ONE VISION. ONE BRAND. ONE IDENTITY. - JA Americasjaamericas.org/sites/default/files/identity/ja_corporate... · 2015-01-02 · JA ROC AND MEMBER BRANDMARK: COLORS AND VARIATIONS

ONE VISION. ONE BRAND. ONE IDENTITY.JA Worldwide Brand Guidelines

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3 JA WORKS

4 JA WORLDWIDE: Our brand positioning

5 THE IDENTITY SYSTEM6 Primary brandmark: clear space and size7 Primary brandmark: formats 8 Primary brandmark: colour and variations9 Region and member brandmark: formats12 Region and member brandmark: clear space

and size13 JA ROC and member brandmark: formats14 JA ROC and member brandmark: colour

and variations15 Incorrect usages of the logo17 Logo placement

18 TYPOGRAPHY18 Typefaces

22 OUR COLORS23 Colour usage24 Color palettes25 Colour bar

26 ICONOGRAPHY USE26 Colour bar27 Triangle Graphic

29 IMAGERY30 Print Templates36 Social Media40 Branded Goods41 Co-Branding 42 Signage

JA Worldwide: Brand GuidelinesTable of Contents

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We teach students how to start businesses that create jobs.

We teach entrepreneurial values that strengthen workplaces.

We teach skills to generate wealth, and manage it.

We believe in the boundless potential of young people.

We share their passion for excellence, respect their talents and creativity, celebrate their honesty and integrity, harness their desire for collaboration, and create opportunities for hands-on learning.

JA Worldwide is one of the largest global NGOs dedicated to addressing fundamental social and economic challenges of young people by educating and empowering them to transform their future and own their economic success.

Through cutting-edge, experiential learning in financial literacy, work readiness and entrepreneurship, JA Worldwide effectively broadens the canvass of possibility for young people and enriches their ability to contribute to the strength of their families, communities, and economies.

JA WORKS:We inspire and prepare young people to succeed in a global economy.

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BRAND POSITIONING

The JA Worldwide positioning is the unique place we want to occupy in the minds of all our stakeholders. It distinguishes us from our competitors and serves as a platform for developing consistent and integrated communications. It should be the cornerstone for all our marketing communication materials.

Brand Essence: Empowerment

Context: In a rapidly changing economic environment

Definition: JA Worldwide is one of the largest global youth-focused NGOs

Differentiation: that is dedicated to addressing fundamental social and economic challenges of young people

Deliverable: by educating and empowering them to transform their future and own their economic success.

Image Attributes: Knowledgeable, Innovative, Driven, Effective

The JA Worldwide brand guidelines serve to ensure a visual coherency and consistency across all our touchpoints, and support our brand positioning efforts.

JA Worldwide:Our Brand Positioning

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Brandmark:

The lockup of the pyramid and the wordmark.

Wordmark:

The ‘JA Worldwide’ text itself.

Icon:

The pyramid symbol. The three sides of the pyramid represent three brand elements: young people, education programs, and adult constituents. The upwards steps represent the sequential nature of the core JA programs.

THE IDENTITY SYSTEM:JA WORLDWIDE PRIMARY BRANDMARK

Consisting of an icon and wordmark, our identity is a valuable asset that must be respected and protected. There are three elements that form the JA Worldwide brandmark and the relationship between the brandmark elements must never be altered.

The primary brandmark, where the pyramid icon is positioned to the left of the wordmark, is the preferred format. Please use this format for most communications.

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J = height

THE IDENTITY SYSTEM:JA WORLDWIDE PRIMARY BRANDMARK: CLEAR SPACE AND SIZE

Clear space is essential for maintaining the JA Worldwide brandmark lockup. Do not place any text of graphics within the minimum space surrounding the logo. The minimum space should be at least the height of the brandmark. Please use the clear space guideline for all logo variants. Whenever possible, allow for more clear space.

Above are the minimum and maximum sizes allowed for any given variation of the primary logo on regular documents and communications. Use minimum and maximum pixel size for web-related materials. Please do not size the logo outside this range with the exception of branded goods and signage.

30 MM85 px

70 MM100 px

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THE IDENTITY SYSTEM:JA WORLDWIDE PRIMARY BRANDMARK: FORMATS

Secondary Brandmark: The format of the secondary brandmark is vertically-stacked. The pyramid icon is centered above the wordmark. Usage of this format is specifically for social media platforms as well as appropriate for promotional products and branded goods.

Use of the pyramid icon alone must follow the following guidelines:

1. The proportions of the pyramid and upward step elements must remain intact and in proportion to the pyramid.

2. The pyramid cannot be rotated.3. The pyramid must be in one of the acceptable colors.4. The upward steps in the pyramid are transparent5. The JA logo in its entirety must be visible elsewhere on the material.

ADDITIONAL TAGLINES OR TEXT

A version of the logo is available online with a tagline that reads “empowering young people to own their economic success.” This is a text/graphic lockup in that nothing can be edited, and the lockup must be used as is. No changes may be made to content or placement of elements. Currently this lockup is being used on the back side of business cards for JA Worldwide.

empowering young people to own their economic success

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THE IDENTITY SYSTEM:JA WORLDWIDE PRIMARY BRANDMARK: COLOR AND VARIATIONS

Adobe Garamond Pro

PMS 348100/0/85/250/118/61

Orange PMS 021CMYK: 0/53/100/0RGB: 239/121/12

Black

White (knockout)

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THE IDENTITY SYSTEM:JA REGION AND MEMBER PRIMARY BRANDMARK FORMAT

Brandmark: The lockup of the pyramid icon, the wordmark, endorsement line and name of region or country. One regional example and one member example are shown below:

The JA Regional Operating Center (ROC) and Member brandmark consists of five elements. The relationship between these elements can only be altered in specific circumstances (see page 14).

This is the primary format of the ROC and Member brandmark, where the pyramid icon is positioned to the left of the wordmark, is the preferred format. Please use this format for most communications.

Icon: The pyramid symbol.

Wordmark: The ’JA’ text itself.

Endorsement line: The statement that highllghts the relationship between JA Worldwide and the JA organization, and links the brands through a shared high-level promise.

Location: Name of region or country.

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Impulsa

INJAZAl-Arab

Jong Ondernemen

This variation uses the local language name, roman script with the inclusion of the wordmark ‘JA’. The endorsement line can be translated into the local language, with the exception of ‘JA Worldwide’.

This variation uses the local language name, roman script without the incorporation of the wordmark ‘JA’. However, an equivalent term or acronym in the local language is used in its place.

This variation can also be used when the wordmark is not appropriate for use based on local language definition or cultural relevance. The endorsement can be translated into the local language, with the exception of ‘JA Worldwide’

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This variation uses the local Language name in local language script with the inclusion of the wordmark ‘JA’. The endorsement line can be translated into the local language, with the exception of ‘JA Worldwide’.

This variation uses the wordmark ‘Junior Achievement’ in lieu of ‘JA’. The wordmark and region or country name are vertically stacked within the brandmark lockup.

This variation usage is exceptional and typically associated with JA Organizations that have been operating for many years. As such, the ‘Junior Achievement’ workmark carries significant brand equity in that particular geography. It is encouraged that usage be limited and eventually transition to the use of the ‘JA’ workdmark for enhanced global brand alignment.

Junior Achievement Country

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THE IDENTITY SYSTEM:JA WORLDWIDE PRIMARY BRANDMARK: CLEAR SPACE AND SIZE

Clear space is essential for maintaining the JA region and member brandmark lockup. Do not place any text of graphics within the minimum space surrounding the logo. The minimum space should be at least the height of the brandmark. Please use the clear space guideline for all logo variants. Whenever possible, allow for more clear space.

Above are the minimum and maximum sizes allowed for any given variation of the primary logo on regular documents and communications. Use minimum and maximum pixel size for web-related materials. Please do not size the logo outside this range with the exception of branded goods and signage.

70 MM100 px

30 MM85 px

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THE IDENTITY SYSTEM:JA ROC AND MEMBER BRANDMARK: FORMATS

Secondary Brandmark: The format of the secondary brandmark is vertically-stacked. The pyramid icon is centered above the wordmark, which is centered above the endorsement line. Usage of this variation is specifically for social media platforms as well as appropriate for promotional products and branded goods.

Use of the pyramid icon alone must follow the following guidelines:1. The proportions of the pyramid and upward step elements must remain intact and in

proportion to the pyramid.2. The pyramid cannot be rotated.3. The pyramid must be in one of the acceptable colors.4. The upward steps in the pyramid are transparent5. The JA logo in its entirety must be visible elsewhere on the material.

ADDITIONAL TAGLINES OR TEXT

A version of the logo is available online with a tagline that reads “empowering young people to own their economic success.” This is a text/graphic lockup in that nothing can be edited, and the lockup must be used as is. No changes may be made to content or placement of elements. Currently this lockup is being used on the back side of business cards for JA Worldwide.

empowering young people to own their economic success

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THE IDENTITY SYSTEM:JA ROC AND MEMBER BRANDMARK: COLORS AND VARIATIONS

Adobe Garamond Pro

Helvetica Neue Bold 50% height

PMS 348100/0/85/250/118/61

PMS 38950/0/91/0127/189/54

60% black

Orange PMS 021CMYK: 0/53/100/0RGB: 239/121/12

Black

White (knockout)

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THE IDENTITY SYSTEM:Incorrect Usages

STRETCHING COLOR ORIENTATION

Please scale the JA Worldwide logo proportionally; do not stretch or otherwise distort the image.

The logo should always be one consistent color; do not (for example) use one color for the pyramid, and another for the letters.

Use only the colors that have been officially approved for the logo (pg 14)

Always place the logo right side up. Do not rotate or flip the image.

Do not change the orientation of elements within the logo.

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THE IDENTITY SYSTEM:Incorrect Usages (cont.)

EFFECTS ADDITIONAL GRAPHICS

Do not add any kind of graphical effects on the JA logo (drop shadows, glows, etc.)

Do not add anything to the JA logo lock-up (e.g. clip art, graphics, text) that is not approved.

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THE IDENTITY SYSTEM:Logo Placement

TOP RIGHT BOTTOM RIGHT CENTER

The logo may be placed in the top right corner for stationary items such as letterheads, note paper, greeting cards, and business cards.

For all other kinds of communications like reports and presentations, please place the logo in the bottom righthand corner of the document.

Center alignment is allowed for promotional products and other similar items as long as no other graphics or text are placed inside of the clear space.

+1 617. 315. 8563 177 Milk Street, Suite 100 Boston, MA 02109 USA www.jaworldwide.org



Dear Mrs. Soandso,

Cuptaque omnihit evendem poreriate omnihit hil illaborem nectassunt officab orerum apel moluptatus nobisciunt voluptat.

Ota sintiis sequas milligendita corest ratem volupta tiaspe veliquiaUt aliquo dolore pelicatat que excest dolo omnim ipsande num consedi ium nam, corenissim exceaque ad unt.

Xersper estiae restium aut dit voluptia dis dolori dolor moluptatibus accae autae magnatis quidisit maximin tiaepello cone rere, core doloratiis dem es auta ipsuntur ad ut ilis et alitio con reperemquia acit quas eseque isite modi con re, alit voluptatat ideliquat everum quodis aliae. Nem nempero doluptateAtem coreicia iume ommoluptus mos sam que natemquos siti od entibusam illorrovid que?

Apienimint, volupta dit volessi ut exces voluptur?

Obisqui tem et expliassit, tecullaut accullabo. Ugia volore nectur sus aciuntet mod et abores etur sae re dolorrovidit rereserem aut vollam eos et essent proritatem nobit ipsum que voloritas debis aut dolupta quae volorat.

Best Wishes,

XX

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PRINT TYPEFACE

Helvetica Neue 57 Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Helvetica Neue 55 Roman


Helvetica Neue 45 Light


ALTERNATIVE WEB TYPEFACE

(if Swiss 721 is not available)

Arial RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

(if Swiss 721 is not available)

Arial RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

1234567890

THE IDENTITY SYSTEM:TypographyThe JA Worldwide typography system uses Helvetica Neue 57 Bold as a headline font for print, and Swiss 721 Bold, Regular, and Light for web. Helvetica Neue 45 Light is used for body copy in print. At small sizes, Arial may be used for the web.

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The JA Worldwide typography system uses Helvetica Neue 57 Bold as a headline font for print, and Swiss 721 Bold, Regular, and Light for web. Helvetica Neue 45 Light is used for body copy in print. At small sizes, Arial may be used for the web.

WEB TYPEFACESwiss 721 Light

THE IDENTITY SYSTEM:Typography

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WEB TYPEFACESwiss 721 Regular


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WEB TYPEFACESwiss 721 Bold


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Our color palette has been selected to represent nature and movement.

They symbolize growth, success and energy. Green is the color of growth and success, while orange adds energy and vitality, and yellow brings intellect and curiosity.

Our brand uses them together to denote the genuine experience JA provides youth across the world. The variations of the colors symbolize the life long journey and varied experiences of learning and achievement.

success, growth energy, vitality intellect, curiousity

JA Worldwide:Our Colors

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PRIMARY COLOR USAGE

SECONDARY COLOR USAGE

THE IDENTITY SYSTEM:Color Usage

Primary colors are used for the logo and as part of the “color bar” and the “w” graphic. The color bar uses colors from both the primary and secondary palette illustrated in the previous page.

Secondary colors should feature prominently in highlighting content and in the color bar. the JA logo may not be in a secondary color. The yellow color should be used sparingly compared to the other secondary colors, and should not be used for typography under any circumstances.

Typography: Headers may use 30% black, and subheaders may use either light green or light orange. Body copy should be 60% black.

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PRIMARY PALETTE

SECONDARY PALETTE

GreenPMS 348CMYK: 100/0/85/25RGB: 0/118/61

OrangePMS Orange 021CMYK: 0/53/100/0RGB: 239/121/12

Light GreenPMS 389CMYK: 50/0/91/0RGB: 127/189/54

Light OrangePMS 1235CMYK: 0/30/95/0RGB: 249/170/7

Medium GreenPMS 368CMYK: 57/0/100/0RGB: 111/183/43

Light YellowPMS 101CMYK: 0/0/70/0RGB: 255/243/82

60% Black 30% Black

THE IDENTITY SYSTEM:Color Palettes

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Our color bar is a graphical element that utilizes our colors in a way that symbolizes a energetic, motivated learning process. As this is core to our philosophy, the color bar is the most ubiquitous graphical element in the JA brand.

JA Worldwide:Our Color Bar

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COLOR BAR

THE IDENTITY SYSTEM:Iconography Use

The JA Worldwide color bar is used primarily at the bottom of a design (see example.) The colors must remain in the same sequence and in the same proportional amount relative to each other. While the bar may be stretched to fit a document size, it cannot be repeated as this would diminish the importance of the colors themselves. The color bar must be present in all communications documents.

Example of proper usage:

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The graphic represents several things at once. Like the logo, the triangular shapes symbolize the “tiers” of learning. In addition, the shape can be seen in the repeated pattern alluding to the way JA Worldwide creates direct connections between youths and the environment around them. By interlacing all of these elements together, the shape comes to stand for a type of learning that is not isolated, but very much connected to the real world.

JA Worldwide:Our Triangle Graphic

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The JA Worldwide triangle graphic should always be placed with the ‘peaks’ either straight up or straight down. Colors and color locations should remain intact and consistent, and no distortion of the proportions (e.g stretching) should be made. The graphic should always be placed against a completely white background with no other graphical elements behind, around, or on top of it (see ‘imagery’ on the next page for exceptions.) This specific graphic may only be used on stationary, title pages, advertisements, and covers.

TRIANGLE GRAPHIC: PROPER USE

EXAMPLES OF IMPROPER USE

THE IDENTITY SYSTEM:Iconography Use

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W GRAPHIC WITH IMAGERY

THE IDENTITY SYSTEM:Imagery

The “W” graphic may be included as filled in white shapes of varying opacities instead of colored lines when laid on top of an image. No one shape may be 100% opaque. Other guidelines pertaining to proportions and orientation still apply.

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PLACEMENT ON ENVELOPES

THE IDENTITY SYSTEM:Print Templates

#10 inches: 4.125 x 9.5 (mm: 104.775 x 241.3)

A1 inches: 3.625 x 5.125 (mm: 92.075 x 130.175)

#9 1/2 Cataloginches: 9 x 12 (mm: 228.6 x 304.8)

14.5 mm

14.5 mm

135 mm76 mm

169 mm

120 mm

50 mm 47 mm

19 mm

19 mm

3.5 mm

3.5 mm50 mm

50 mm

joe schmoe123 Sesame StreetBlahbah, ZK 22222


14.5 mm

19 mm3.5 mm

50 mm





Addresses should both be set in 10 pt /12 pt leading Helvetica Neue Light, 60% black. The JA logo and return address have the same measurements from the top left corner across all envelope sizes (see below examples), and the destination address should be placed in the approximate center of the envelope.

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LETTERHEADS (LEGAL 8.5x11 IN)


This is the standard 8.5”x11” letterhead. Please do not modify any elements outside of the main textbox (see below.)

The “W” watermark in the background is optional and does not need to be included. If it is included, it must be at least 5 inches in height (scaled proportionally) and at 30% opacity.




03/11/2012

Dear Mrs. Soandso,

Cuptaque omnihit evendem poreriate omnihit hil illaborem nectassunt officab orerum apel moluptatus nobisciunt voluptat.

Ota sintiis sequas milligendita corest ratem volupta tiaspe veliquiaUt aliquo dolore pelicatat que excest dolo omnim ipsande num consedi ium nam, corenissim exceaque ad unt.

Xersper estiae restium aut dit voluptia dis dolori dolor moluptatibus accae autae magnatis quidisit maximin tiaepello cone rere, core doloratiis dem es auta ipsuntur ad ut ilis et alitio con reperemquia acit quas eseque isite modi con re, alit voluptatat ideliquat everum quodis aliae. Nem nempero doluptateAtem coreicia iume ommoluptus mos sam que natemquos siti od entibusam illorrovid que?

Apienimint, volupta dit volessi ut exces voluptur?

Obisqui tem et expliassit, tecullaut accullabo. Ugia volore nectur sus aciuntet mod et abores etur sae re dolorrovidit rereserem aut vollam eos et essent proritatem nobit ipsum que voloritas debis aut dolupta quae volorat.

Best Wishes,

XX

11.5 mm26 mm

70.5 mm26 mm

58 mm

58 mm

9.7 mm

Helvetica Neue Roman 10pt size 13pt leading

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BUSINESS CARDS (3.5x2 IN)

This is the standard business card template. Please do not disturb the design itself. Make copy edits in the name/title text box, contact information text box, and URL text box if necessary.


177 Milk Street, Suite 100Boston, MA 02109 USAtel: +1. 857. 400. [email protected] www.jaworldwide.org

Sean C. Rush President & CEO

10.4 mm

10.4 mm10.4 mm10.4 mm

10.4 mm

10.4 mm

10.4 mm

Helvetica Neue Roman 7pt size 9pt leading

Helvetica Neue Bold 10pt size 9pt leadingLight Green

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11 mm

6.4 mm 6.4 mm


REPORT COVERS (LEGAL 8.5x11 IN)

This is the template used for reports and other similar types of documents. Again, please do not disturb the actual design and make copy edits only in the appropriate text boxes. The size and placement of the image frame may not be altered, but the image itself may be swapped out.

The “W” graphic watermark may or may not be included. if it is included, it must be at least 5 inches tall and at 30% opacity. The watermark must remain below the top line of the image box.

89.7 mm

108 mm

4 mm11 mm

57.1 mm

Helvetica Neue Bold30pt size 34pt leading

Helvetica Neue Light10pt size 14pt leading

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REPORT INTERIOR SPREADS: BASIC

Text should be arranged in 2 columns on each page, and images/graphics may be placed on either the top or bottom of a page spanning across both text columns. The images may be as tall or short as needed, but must be as wide as both text columns.

Helvetica Neue Light10pt size 14pt leading



12 mm margins

33 mm

5 mm gutter

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REPORT INTERIOR SPREADS: OPTIONS

A full page graphic or image may replace the text on either the left or right page. Small graphs or charts may be inserted, but must be either 2 text columns wide or 1 text column wide.

12 mm margins

33 mm

5 mm gutter

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THE IDENTITY SYSTEM:Social Media

FACEBOOK

On social media sites the profile image should be the vertically stacked variation of the logo (see logo variations). The cover on the page may change as often as it needs to, but needs the color bar.

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LINKED IN


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TWITTER


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GOOGLE PLUS


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THE IDENTITY SYSTEM:Branded Goods

LOGO COLOR COMBINATIONS LOGO PLACEMENT CO-BRANDED GOODS

Permitted color combinations are:

- white/light grey item: green, orange, or black logo

- black/dark grey item: white logo- green or orange item: white logo- other: black or white logo (pick one for the

most visual contrast)

Please adhere to all JA logo standards pertaining to clear space, size, and placement. The JA logo may be scaled larger than 70 mm if

- it is the only graphic on the product.- it is a relatively large item, like a t-shirt.

JA logo standards for clear space, size, and placement should be adhered to if at all possible. The JA logo should have equal or greater importance in terms of size and placement to other logos, unless JA is a supporting partner only (see next page).

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THE IDENTITY SYSTEM:Co-Branding

WHEN JA IS THE LEAD PARTNER WHEN JA IS AN EQUAL PARTNER WHEN JA IS A SUPPORTING PARTNER

JA Worldwide logo must be most prominent.Follow all JA brand guidelines in this document.

JA Worldwide logo is displayed equally with partner logos in both size and location.

Follow JA brand guidelines if possible.

Lead partner logo is most prominent in size and location.

Follow partner’s brand guidelines primarily. If possible, follow JA brand guidelines.

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Branding guidelines apply to all signage and banners as well. Typography and graphical elements should be consistent with the brand guidelines:

Helvetica Neue Bold for headers in either light green or light orange.

Helvetica Neue Bold for subheaders in 30% black.

Helvetica Neue Light in 60% black for body text.

Color bar at the bottom.

JA logo on the bottom right with proper clearspace and lockup.

Depending on the size of the overall document, the JA logo may exceed 70mm to maintain a proportional size.

THE IDENTITY SYSTEM:Signage

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THE IDENTITY SYSTEM:Signage

Sample signage: outdoor Sample signage: indoor

ONE VISION. ONE BRAND. ONE IDENTITY. - JA Americasjaamericas.org/sites/default/files/identity/ja_corporate... · 2015-01-02 · JA ROC AND MEMBER BRANDMARK: COLORS AND VARIATIONS

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