36E77619R0002-004.pdf

Tier 1 Graphic Standards:

Foundation for Brand Maintenance and Evolution

Version 1.0 August 2012

Contents 3 Introduction

4 Absolutes: Essential and Unchangeable Elements of the VA Brand

5 Organizational Identifiers 6 VA Parent Signature 7 VA Parent Signature: Color Options 8 VA Administration & Office Identifiers 10 VA Seals: New Scalable Vector Rendering 11 VA Seal: Approved Seal Source File Review 12 VA Seal: Retired Seals 13 VA Seal: Minimum Size Usage 14 VA Seal/Parent Signature: Minimum Clear Space 15 VA Seal/Parent Signature: Incorrect Usage

17 Color 18 Color: VA Primary Brand Colors 19 Color: VA Secondary Brand Colors 20 Color: VA Extended Palettes 21 Color: Screens & Tints 22 Color: Two-Color Printing

23 Typography 24 Typography: General Body Text 25 Typography: Title/Accent Text 28 Typography: Non-Graphics Professionals 29 Typography: Appropriate Color Usage 32 Typography: Incorrect Applications

34 Design 35 Design: Incorrect Applications

37 Imagery: Philosophy and Guidance 38 Imagery: Incorrect Photography Applications 41 Imagery: Monotone Photography Usage 42 Imagery: Appropriate Illustration Techniques

43 Design Inspirations

44 The VA Thread

45 VA Sub-Identifiers: Transition to Unison 46 VA Sub-Identifiers: Administration Office Identifying Motif Option 47 VA Sub-Identifiers: Design Tactics for Special Situations 48 VA Sub-Identifiers: Design Tactics for Special Programs and Events 49 Special VA Internal Sub-Identifier: I CARE

51 General Design Applications 52 Stationery: Example Letterhead 53 Stationery: Example Envelopes 54 Stationery: Example Business Cards 55 PowerPoint®: Primary Template 57 PowerPoint®: Alternate Design Inspiration 58 Example Fact Sheets 61 Example Award Certificates 62 Design Inspirations: Hypothetical Applications

70 Preflight Checklist

Introduction The U.S. Department of Veterans Affairs (VA) Tier 1 Graphic Standards showcases major elements of the VA brand identity system and provides guidelines for their correct use in creating new components of the VA brand identity. The purpose of establishing a brand identity is to create more accessible communication products which are well designed and consistently provide clear and accurate information to Veterans about VA benefits and services.

As outreach and communications efforts continue to grow, VA must project a strong, consistent identity to further shape the way Veterans, their families, and other constituents view VA. This authoritative resource has been formed accordingly, organizing the presentation of core brand attributes to improve overall confidence in VA and better assert its value in the marketplace.

Careful observance and compliance with these guidelines is critical in conveying VA progress and relevance, and contributes to distinguishing VA as the primary and essential organization serving Veterans in the U.S. Employing this guidance ensures that approval processes for ongoing creative for communications and outreach are more efficient, and the output more effective.

Within this document are both set requirements which cannot be altered, as well as inspirational guidelines providing creative flexibility for more original interpretations. For design ease and brand consistency, key elements such as the VA Signature are provided as accompaniments to this document as ready-to-use images in various electronic formats, (EPS, JPG, etc.) eliminating the need for font matching, color selection and Identifier construction.

This document is the solely-approved standard graphic identity guide for VA, authorized by the Office of the Secretary. It is to be used to mark all programs, projects, initiatives, campaigns, activities, and public communications that require Department identification. Always use the provided files, and never attempt to recreate or modify the fixed VA Seal or VA Signature options.

Absolutes:

Essential and Unchangeable Elements of the VA Brand

This document is intended to illustrate not only the basic brand tenets of the VA identity, but to inspire a wide range of creative design options that fit within a cohesive family.

With this in mind, there are some elements that are not to be modified.

Pages six through 42 delineate core brand attributes which may not be altered or rearranged (with the exception of specific name/contact information needed on stationery items).

Primarily, these refer to the VA Seal and Signatures, which are provided in a number of ready-to-use electronic formats, and within pre-designed templates.

Neither the VA Seal, Signature, nor Administration and Office Level Identifier arrangements should ever be recreated manually (using only the provided templates), or altered in any way.

On page seven, you will see the approved template options—including horizontal and stacked, as well as an array of full-color and one-color options—which represent the only approved versions of this key brand component.

Organizational Identifiers

The most crucial element of the VA Tier 1 Graphic Standards is the system by which VA identifies itself and its organizational components to public and Veteran audiences. This document therefore establishes required combinations of the VA Seal and accompanying naming text—called “Signatures”—in order to ensure clear communication of the VA brand across the entire Department. The following section illustrates approved Signature arrangements for use in all creative for materials where the Department seal is used.

Also addressed is the important issue of legacy VA Identifiers. The stylized, illustrated VA “logo”—competing with the VA Seal for brand relevance—should no longer appear in general VA communications and should only be used for challenging sizes and surfaces such as in signage, small giveaways, etc. The newly established VA Parent Signature—which also incorporates a newly illustrated VA Seal, shown on page 10—must be the dominant Identifier of the U.S. Department of Veterans Affairs both to minimize confusion and emphasize the fact that VA is a U.S. Federal Government Cabinet-level agency.

The VA Parent Signature must appear in an approved prescribed form on all VA materials.

Each approved VA Parent Signature is provided in a number of ready-to-use electronic formats, and within pre-designed templates. Official Signature options are provided in the VA Brand Graphics Repository and must never be recreated manually, or altered in any way.

The VA Parent Signature

In order to facilitate progress in the way VA presents itself, build public confidence, and assure its relevance to both public and Veteran audiences, The Office of the Secretary has commissioned the new VA

Parent Signature to return focus to the core VA brand, with the VA Seal featured as the primary element and naming text for optimal readability.

More than just a "logo," the VA Parent Signature is a combination of elements comprising the essence of the VA brand identity.

The VA Signature is comprised of four elements:

"VA" lettering, rapidly identifying VA by its well-known acronym

Vertical divider rule

The timeless, uncompromised VA Seal

“U.S. Department of Veterans Affairs” title typography for optimal readability at smaller sizes

The VA Signature is the core design element around which the brand is created. It focuses exclusively on the VA Seal, and introduces title text which appears in a timelessly elegant but warm and approachable serif font.

The horizontal VA Signature shown below is the primary version and should be used whenever possible. However, in some instances a vertically-stacked VA Parent Signature option may be necessary for more narrow, vertical brochures, ads, banners, etc. As with all VA Parent

Identifiers, this arrangement is provided in a variety of electronic file formats (EPS, JPG, etc.) and should not be recreated, rearranged or distorted in any way.

Ready-to-use VA Signatures are available in the VA Brand Graphics

Repository.

Important:

The designs shown at right are set layouts which are not to be rearranged or re-proportioned.

They are provided as ready-to-use, indivisible graphics in various electronic formats, (EPS, JPG, etc.) eliminating the need for font matching and component arrangement. Always use the provided files, and never attempt to recreate the VA Seal or Signature.

Anatomy of the VA Parent Signature

"VA" TYPOGRAPHY

2 VERTICAL

DIVIDER RULE

4 TITLE TYPOGRAPHY

3 NEW VECTOR

VA SEAL

(SEE PAGE 8)

Stacked VA Parent Signature

THE VA PARENT SIGNATURE

VA Parent Signature:

Color Options

The options on this page show approved color applications and arrangements for both full-color and one-color versions of the VA

Parent Signature. The one-color version is mostly to be used for one-or two-color printing. In such scenarios, the one-color VA Parent

Signature must be printed in either all VA Navy (see page 18) or all black.

In such cases where black is the only color being applied, the 100% black version of the VA Signature should be used.

The approved full-color VA Parent Signature (horizontal or stacked) is to be printed in all full-color printing applications, and must be placed on an appropriate background color or suitably solid area of a given image or appropriate imagery. For consistent presentation—a critical component of maintaining brand integrity—do not alter these prescribed options in any way, including color density (tints or gradients), arrangements, etc.

Full-Color Printing

Special vector PDF options are supplied for one- or two-color printing, which provide sufficient Seal contrast. For such projects, the VA Signature should only be printed in black or VA Navy on white—or very light—backgrounds; or reversed as shown on this page.

One- or Two-Color Printing

In certain situations, it may be determined that inclusion of “VA” next to the Seal as shown right is not optimal for a given layout, and that an abbreviated Signature (shown below) would be more appropriate for the overall design.

VA PARENT SIGNATURE: COLOR OPTIONSVA TIER 1 GRAPHIC STANDARDS

VA Administration & Office Identifiers:

Distractions from Brand Clarity

This page shows an array of past VA Sub-Identifiers that appear as individualized identities or initiatives, each with an unclear connection to VA. Although the design quality and executions exhibited in many such marks are strong, the collective visual presence of such branding diversity does little to convey affiliation with VA. This condition creates unnecessary obstacles for communicating VA involvement, unity, and relevance—leaving viewers to wonder how and where each fits with

VA and how much each is relevant to their future. This illustration demonstrates the certain need for VA communicators and participating creative professionals to support VA in establishing standards for basic brand appropriateness. It is of utmost importance to clearly and immediately identify VA affiliation in all components of Administration and Office level outreach and communications. Programs, initiatives, services, and resource groups should clearly establish VA authority in the minds of Veterans and their families seeking earned benefits and services, as well as public, legislative and media constituents for efficient navigation of the VA organization and greater understanding of its strengths and accomplishments.

VA TIER 1 GRAPHIC STANDARDS VA ADMINISTRATION & OFFICE IDENTIFIERS

VA Administration & Office-Level Identifiers:

Format Solutions for Unison

The following format solutions—appropriate alternatives to creating unnecessary departmental “logos” or “sub-brands”—show how all divisions of VA are to be identified using a single unified formula.

Below are the sole approved template-based treatments for both Administration and inter-office identification. These format settings are required for use in identifying all segments of VA in order to eliminate undue Veteran confusion from "logo clutter" in communications and outreach vehicles. This solution provides clear and exact information on which Administration and Office is providing a given message, eliminating the distraction brought on by visually randomly devised organizational Identifiers.

Administration Level Signatures: Horizontal and Stacked Versions

1VA SEAL

2AGENCY NAME

FONT: MYRIAD PRO BOLD

COLOR: BLACK

3HORIZONTAL RULE

COLOR: BLACK

2 ADMINISTRATION NAME

FONT: MYRIAD PRO REGULAR

COLOR: BLACK

National Cemetery Administration

Veterans Health Administration

U.S. Department

Veterans Health Administration

U.S. Department

U.S. Department

Administration

U.S. Department

National Cemetery Administration

Example Inter-office or Program Signatures

U.S. Department

Veterans Health Administration

Information

Veterans Health Administration

U.S. Department

Veterans Health Administration

Information

U.S. Department

Veterans Health Administration

Information

See pages 46-49 on best practices for creating Sub-Identifiers for special programs, events, etc.

VA TIER 1 GRAPHIC STANDARDS VA ADMINISTRATION & OFFICE-LEVEL IDENTIFIERS

VA Seal:

New Scalable Vector Rendering

The original Official VA Seal was created in 1989 to represent the newly established Department of Veterans Affairs, converted in 1988 from the Veterans Administration. Its regally distinguished rendering respectfully reflects the VA mission and esteemed Cabinet-level status within the U.S. Federal Government. This symbol purely and effectively represents the core essence of the VA brand with timeless and stately illustration and colorization techniques. In maintaining a proper VA brand image, consistent quality and appearance in all reproductions of the VA Seal is paramount.

Bitmap-formatted files (.JPG, .TIF, .GIF, etc.) present inherent challenges in both enlargement, with significant image degradation, and placement in certain publishing formats with surrounding white boxes without proper masking. Therefore, vector-formatted files

(.AI, .EPS and vector .PDFs) are used ubiquitously for identifier files in most major brands. Given that, a vector illustration was created in the past to address this need and has been commonly used for some time. However, the colorization and rendering style are not deemed adequately similar to the official original Seal, and a new vector rendering has been created to replace it.

This new, accurately-depicted version of the VA Seal provides all of the image quality, visual consistency, scalability, and flexibility needed by creative and communications professionals in achieving the highest visual quality standards. It replaces the previously used version and is recommended for use in all print applications of the VA Seal. Use of a bitmap (i.e., JPG) version of this new Seal illustration is encouraged for use in presentation formats, such as Microsoft™ Office® products, for smaller document files sizes (the complex nature of this vector illustration adds approximately 2MB for each appearance).

Absolutely NO changes to the new vector Seal are permitted.

Official Primary Bitmap VA Seal

ZOOM IN FOR

COMPARISON

Newly Rendered Primary Vector VA Seal

ZOOM IN FOR

COMPARISON

Retired Vector VA Seal stars & disk Bird & Flags text

VA SEAL: NEW SCALABLE VECTOR RENDERING

Approved Seal Source File Review

The files below are the official electronic versions of the VA Seal.

These files are provided as the principle component of the complete VA

Signature (with “U.S. Department of Veterans Affairs” naming text) in a variety of formats and rendering styles so one can select the version that best fits the many varied reproduction situations that must be met with appropriate branding source files. Carefully note the differences between each available format option shown below.

Use these source files to incorporate into your artwork, scaling them as necessary. The Seal designated by asterisks below should always be the first options considered for common print and web uses respectively. The other designs are provided for specific situations as described for each.

Primary VA Seal: Full-Color VA Seal: One-Color

* Newly rendered version of Seal in scalable vector file format.

This Seal (almost indistinguishable from the official original version as shown on the previous page) is to be used for all forms of full-color printing.

Vector-formatted files are infinitely scalable without image degradation or inconsistent output and are ideal for all forms of printed materials, display panels, banners, motor vehicles, etc. on surfaces which do not detract from image quality and consistency at the size to be printed.

In order to achieve minimum file sizes when using Signatures with the full-color vector Seal (i.e., for online or email dissemination of PDF or Microsoft® Office® files), it is recommended that the officially-prepared, optimized PDF versions be used.

* Bitmap version of new Seal illustration.

A bitmap (pixel-based) version of the new Seal illustration is also available in the VA brand graphics repository for use when file size, rather than scalability, is an issue.

Although this format has very limited enlargement capabilities, it is ideal for use in web/screen uses, in internal communications programs such as Microsoft™ Office®.

NOTE: Each time you re-scale a file that is in bitmap format, you lose detail and image quality in the artwork. Always start with the highest resolution source file to create newly-sized bitmap files—preferably convert the new vector Seal illustration slightly larger than the size needed.

Image quality varies with bitmap imagery due to the amount of compression and optimization applied in order to reduce file size (the Seal shown above left was heavily optimized in the creation of this PDF).

Use ONLY for printing the Seal in one solid ink color—VA Navy, black or knocked out white only, see page eight— on a high contrast background color.

The vector format allows for unlimited scaling without any image deterioration, and is intended for use primarily in one-color printed materials, or in full-color materials which are flooded with color to the point where the presence and/or readability of the full-color Seal would be diminished.

This Seal version is well suited for use on items such as signage, banners, ad specialties, screen printing, etc.

or in one- or two-color printing. It is not intended for use or as any sort of background or "watermark."

Given the small file size of these one-color versions of the Seal, there should be no need to convert from vector to bitmap for file size reduction.

VA TIER 1 GRAPHIC STANDARDS VA SEAL: APPROVED SEAL SOURCE FILES

Retired Seals & Logo

No further use of the Legacy Identifiers shown on this page is permitted.

The Official VA Seal—regal, honorable and exuding strong authority—is deemed the core of the VA visual brand. It is lasting, well-known and unchangeable. It adequately and appropriately conveys VA’s status as a

Cabinet-level agency. Proper use of the new VA Parent Signature will lay a strong foundation for a timeless visual identity that more accurately represents a modern and unified U.S. Department of Veterans Affairs.

Appropriate, consistent reproduction of the Official VA Seal (in both full- and one-color) is critical for instant recognition, and any renderings appearing noticeably different or unbalanced must be retired. Below are example Seal renderings, and Legacy Logotype, in circulation which are no longer approved for any sort of use. If you have these files on your computer, it is advised that you delete them and obtain the newly updated and approved files for optimal brand consistency.

Retired VA Seals:

Legacy "Vector" (scalable) Full-color Seal

The colorization and rendering style in this legacy vector version of the VA Seal is no longer deemed adequately similar to the official Seal. A new vector rendering has been created to replace it for more consistent color and composition. Please use the newly developed vector version of the Official VA Seal shown on page 10.

Legacy "Vector" (scalable) One-color Seal Options

The above one-color variations of the VA Seal have been replaced with a single, re-colorized version which has been updated to reproduce more cleanly and visually balanced at all sizes. The approved new one-color vector VA Seal required for use is shown on the previous page.

Retired VA Logotype:

Legacy One-color VA “Logotype”

The illustrated legacy VA “Logotype” shown above should no longer be used in any circumstances (except limited applications to signage, per the VA signage standards manual). Its stylized design does not incorporate the VA Seal, the core of the VA visual brand. Widely used throughout VA branding and communication design in lieu of the VA Seal, the VA “Logotype” was originally designed for use when VA was an Administration-level agency several decades ago. Its heavily distinct and dated illustration style evokes a bygone time when this graphic look was popular and ubiquitous, and it is reminiscent of an era prior to many significant advancements in VA technology, operations, status, and public perception.

VA TIER 1 GRAPHIC STANDARDS VA SEAL: RETIRED VERSIONS

Minimum Size Usage

Preferred Minimum VA Signature Size in General Usage To retain the visual integrity of the VA Parent

Signature, the VA Seal should never be reduced to smaller than 0.75" x 0.75", with the title typography no smaller in relative proportion.

The illustration at left shows the preferred minimum size for the VA Parent Signature and how it is measured.

The VA Parent Signature should be reduced to its minimum size only when absolutely necessary when used in the smallest applications or formats. Detail in the VA Seal becomes lost when the Signature is greatly reduced, particularly the lettering.

The Signature is provided in various electronic formats (EPS, JPG, etc.) and should not be recreated or distorted in any way. It has been designed to accommodate standard applications and page sizes, and is included in the corresponding templates for your convenience.

0.75"

PREFERRED

ABSOLUTE

MINIMUM

SIZE

1/2"

MINIMUM SIZE

IN ALL

STANDARD USAGE

3/4"

OPTIMUM

SIZE

1"

VA SEAL: MINIMUM SIZE USAGE

VA Seal/Parent

Minimum Clear Space

A specified clear space ensures the integrity and impact of the VA Seal and Signatures. It is important that enough space is maintained around the logo to clearly convey the identity without competition.

A space equal to half of the height of the

VA Seal should be maintained around the entire VA Parent Signature.

"X" illustrates the minimum amount of clear space that should be used around the Seal and typography at all times.

x x x x x x x

VA SEAL/PARENT SIGNATURE: MINIMUM CLEAR SPACE

Incorrect Usage

The following restrictions are in accordance with those originally provided for the VA Seal at http://vaww4.va.gov/6102/seals.asp.

In addition, the only correct configurations of the New VA Parent Signature are as shown on pages seven, eight and ten—horizontal or stacked formats, either in full-color or one-color solid VA Navy or black (see these colors on page 18). No other color combination is allowed for the reproduction of the New VA Parent Signature under any circumstances, nor is the omission of any Parent Signature element. A few typical incorrect examples are shown below.

1 Never use the VA Seal/Parent Signature at an opacity less than 100% or use it as a faint “watermark” behind text.

2 Never overlay any graphic/element/type onto the VA Seal/Parent Signature.

3 Never alter or replace the text in the VA Seal/Parent Signature.

4 Never alter any element of the VA Seal/Parent Signature, such as substituting logos.

5 Never apply effects to the VA Seal/Parent Signature, such as simulated embossing or altering colors.

6 Never add drop shadows to the VA Seal/Parent Signature.

1 2

4 5

Text Overlay

VA Seal/PARENT SIGNATURE: INCORRECT USAGE

Incorrect Usage

CONTINUED

7 Never reposition or re-proportion elements of the VA Signature.

8 Never skew, rotate, distort, or otherwise alter elements.

9 Never blur or ghost VA Signature elements, or apply any type of digital effects.

10 Never place the VA Signature over a distracting photographic image.

11 Never omit elements/words from the VA Signature.

12 Never alter or substitute VA Signature fonts.

13 Never use the one-color VA Signature on a dark background without converting the type and rule to white.

14 Never use the full-color VA Signature on a dark background without converting the type and rule to white.

15 Never reverse/invert the one-color VA Signature.

7 8

13 14 15

11 12

Veterans Affairs U.S. Department of Veterans Affairs

VA SEAL/PARENT SIGNATURE: INCORRECT USAGE

Color Appropriate use of color is key in establishing brand identity. The established primary colors on page 18 set the tone, while a family of secondary accent colors on pages 19–20 can be applied as to divide and code information, punctuate layouts, and provide adequate diversity in the look of VA corporate communication vehicles. Used discretely and consistently, these top-level color sets will complement an array of other fixed corporate brand elements and suitable photography, provide contrast in layouts and create visual patterns necessary for VA brand recognition and unity.

In all color usage for corporate-level communications, screens/tints of both blues should be used very sparingly, and reds should only be used at full saturation to avoid appearing pink. Effects such as gradients and tints should be applied sparingly, as not to overpower the layout or draw attention from the VA brand.

Within VA there is substantial variation in the audiences and objectives pursued by individual stakeholders, and additional considerations have been given to facilitate creative expression which would otherwise be inappropriate for corporate-level communications.

Therefore, color usage in Sub-Divisional campaigns and initiatives provides more flexibility through a broader selection of color ranges. These are for qualified creative professionals to use as a design element that allows greater individuality. When in doubt though, following the Primary and Secondary corporate-level colors is always a brand-safe option.

For guidelines on appropriate color with typography, see pages 29 through 31, photography on page 38 and general design on pages 51 through 69.

Color:

VA Primary Brand Colors

The following Primary Brand Colors have been established to aide in maintaining a consistent VA brand identity. They reflect the colors used in the New VA Signature, provide ample contrast on the page, and engage the viewer with positivity and patriotism.

These colors can be effectively used as type and/or solid fields of color— see pages 29 through 31 for guidelines on appropriate color typography usage. The main VA Brand color is VA Navy. Reds should be used leanly as accent and trim—too much red can be overly distracting.

Using the Primary Brand Color palette helps to establish and strengthen the VA brand.

Don't forget to bring them into your designs.

NAVY

SPOT COLOR

PMS 541 C

PMS 541 U

4-COLOR PROCESS

DS 206-1 C

C = 100 M = 60 Y = 0 K = 40

DS 209-1 U

C = 100 M = 50 Y = 0 K = 20

ON SCREEN

R = 0 G = 63 B = 114

WEB

Hex 003F72

LIGHT BLUE

SPOT COLOR

PMS 7461 C

PMS 2995 U

4-COLOR PROCESS

DS 221-2 C

C = 100 M = 30 Y = 0 K = 0

DS 225-3 U

C = 100 M = 10 Y = 0 K = 0

ON SCREEN

R = 0 G = 131 B = 190

WEB

Hex

0083BE

RED

SPOT COLOR

PMS 1797 C

PMS 1797 U

4-COLOR PROCESS

DS 77-1 C

C = 10 M = 100 Y = 100 K = 0

DS 90-1 U

C = 100 M = 80 Y = 0 K = 0

ON SCREEN

R = 198 G = 38 B = 46

WEB

Hex C4262E

DARK RED

SPOT COLOR

PMS 188 C

PMS188 U

4-COLOR PROCESS

DS 106-1 C

C = 30 M = 100 Y = 70 K = 30

DS 93-1 U

C = 0 M = 100 Y = 80 K = 40

ON SCREEN

R = 119 G = 36 B = 50

WEB

Hex 772432

C=Coated U=Uncoated

COLOR: VA PRIMARY BRAND COLORS

VA Secondary Brand Colors

In addition to the VA Primary Brand Colors illustrated on page 18, the following VA Secondary Brand Colors may be used sparingly for accents and tones, and are ideal in more creative applications. For an even wider range of creative colors, see page 20.

GREEN

SPOT COLOR

PMS 575 C

PMS 575 U

4-COLOR PROCESS

DS 297-1 C

C = 50 M = 0 Y = 100 K = 40

DS 305-3 U

C = 25 M = 0 Y = 95 K = 35

ON SCREEN

R = 89 G = 133 B = 39

WEB

Hex 598527

GOLD

SPOT COLOR

PMS 129 C

PMS 128 U

4-COLOR PROCESS

DS 5-4 C

C = 0 M = 10 Y = 100 K = 0

DS 5-4 U

C = 0 M = 10 Y = 100 K = 0

ON SCREEN

R = 243 G = 207 B = 69

WEB

Hex f3cf45

ORANGE

SPOT COLOR

PMS 1575 C

PMS 1585 U

4-COLOR PROCESS

DS 49-3 C

C = 0 M = 50 Y = 70 K = 0

DS 49-3 U

C = 0 M = 50 Y = 70 K = 0

ON SCREEN

R = 247 G = 149 B = 91

WEB

Hex f7955b

BLUE GRAY

SPOT COLOR

PMS 7544 C

PMS 7545 U

4-COLOR PROCESS

DS 327-6 C

C = 10 M = 0 Y = 0 K = 50

DS 327-4 U

C = 20 M = 0 Y = 0 K = 70

ON SCREEN

R = 131 G = 144 B = 151

WEB

Hex 839097

LIGHT GRAY

SPOT COLOR

PMS Cool Gray 3 C PMS Cool Gray 3 U

4-COLOR PROCESS

DS 325-8 C

C = 0 M = 0 Y = 0 K = 15

DS 326-8 U

C = 20 M = 10 Y = 15 K = 0

ON SCREEN

R = 220 G = 221 B = 222

WEB

Hex dcddde

SAND

SPOT COLOR

PMS 4525 C

PMS 4525 U

4-COLOR PROCESS

DS 26-8 C

C = 10 M = 15 Y = 35 K = 0

DS 49-3 U

C = 0 M = 7 Y = 39 K = 17

ON SCREEN

R = 194 G = 180 B = 143

WEB

Hex cccc99

OLIVE

SPOT COLOR

PMS 5777 C

PMS 453 U

4-COLOR PROCESS

DS 312-6 C

C = 5 M = 0 Y = 50 K = 25

DS 312-6 U

C = 5 M = 0 Y = 50 K = 25

ON SCREEN

R = 163 G = 168 B = 107

WEB

Hex bec292

C=Coated U=Uncoated

VA TIER 1 GRAPHIC STANDARDS COLOR: VA SECONDARY BRAND COLORS

VA Extended Palettes

Given that VA communications reach many different audiences for a variety of purposes, this Extended Palette is provided for use in Sub-

Divisional campaigns and initiatives. Qualified creative professionals can utilize the colors below to evoke a certain mood or distinguishing colors for multiple-piece products. As well, the Primary and Secondary

Palettes shown on the previous two pages are always good to use when in doubt. Please note the characteristic for each grouping of colors, and try to use them within a single piece. In other words, stay within the same color grouping. For hypothetical design examples, see pages 65 through 69.

Don't forget to build the Primary Brand Colors into your design of corporate-level publications.

The Extended Palettes help to create different moods within VA-branded pieces.

VA Deep Tones

PMS 392 C

PMS 1265 C

PMS 132 C PMS 1405 C

PMS 5835 C PMS 453 C

PMS 3435 CPMS 476 C

PMS 549 C PMS 7535 C PMS Cool Gray 11 C

PMS 550 C

PMS 117 C PMS 5205 C PMS 5473 C

PMS 471 C

PMS 532 CPMS 518 C PMS 466 C

CHARACTERISTICS: earthy, neutral, rich, solid, robust, quiet, experienced, grounded, historic, muted

VA Light Tones

PMS 607 C PMS 150 C

PMS 570 C PMS 134 C

PMS 7525 C

PMS 310 C

PMS 2716 C PMS Warm Gray 3 C

PMS 366 C PMS 657 C

PMS 645 C

PMS 7499 C

PMS 1345 C

CHARACTERISTICS: cool, engaging, youthful, feminine, light, airy, soft, muted, cheerful

VA Vibrant Tones

CHARACTERISTICS: dynamic, bright, energetic, warm, fresh, strong, youthful, focused

PMS 2725 C PMS 7406 C

PMS 715 C PMS 7461 C

PMS Cool Gray 8 C

PMS 104 C

PMS 368 C PMS Orange 021 C

PMS 312 C PMS 130 C

PMS 585 C PMS 1797 C

COLOR: VA EXTENDED PALETTESVA TIER 1 GRAPHIC STANDARDS

Screens & Tints

Colors with sufficient density may occasionally be used at lighter percentages to achieve a softer effect.

This is known as screening. Darker colors offer a wider range of screens.

Similarly, darkening a color is known as tinting. In some instances, you may desire to have type and/or design elements appear just a few shades darker than your background color.

This effect can be achieved by using a lighter background percentage.

While many colors in the VA Palette can be screened, reds—particularly Red and

Dark Red within the VA Primary Brand

Colors—should always be used at full saturation to avoid appearing as pink.

The swatches at right illustrate various screens of some of the more common colors in the VA Palette.

100% 90% 80% 70% 60% 40%50% 30% 20% 10%

100% 60%80% 40% 20%90% 50%70% 30% 10%

100% 60%80% 40% 20%90% 50%70% 30% 10%

100%

100%

60%

60%

80%

80%

40%

40%

20%

20%

90%

90%

50%

50%

70%

70%

30%

30%

10%

10%

100%

100%

60%

60%

80%

80%

40%

40%

20%

20%

90%

90%

50%

50%

70%

70%

30%

30%

10%

10%

100% 60%80% 40% 20%90% 50%70% 30% 10%

100% 60%80% 40% 20%90% 50%70% 30% 10%

NAVY

LIGHT BLUE

GREEN

ORANGE

BLUE GRAY

SAND

OLIVE

GOLD

RED

should only be used at 100% to avoid appearing as pink.

VA TIER 1 GRAPHIC STANDARDS COLOR: SCREENS & TINTS

Two-Color Printing

Certain projects may require two-color printing only. Or, perhaps the tone of the project simply warrants a two-color treatment. Ensure that a harmonious pairing of colors is used that allows for sufficient contrast and a range of screen/tint options.

Avoid using red in two-color applications, unless it is used at full density (100%) throughout. Below are some examples of acceptable two-color combinations, as well as some to avoid.

This is just a small example of acceptable two-color combinations.

Explore the possibilities and find a set that suits your project.

See page 20 for an expanded palette that includes VA Deep Tones and

VA Light Tones for even more variations.

Approved Two-Color Printing Combinations

LIGHT BLUE + BLACK PMS 471 + BLACKNAVY + GOLD PMS 549 + GOLDGREEN + BLACK

LIGHT BLUE + NAVY PMS 471 + NAVYNAVY + OLIVE PMS 549 + PMS 1265GREEN + NAVY

LIGHT BLUE + GOLD PMS 471 + OLIVENAVY + SAND OLIVE + PMS 1265GREEN + GOLD

Avoid combinations that lack adequate or appropriate contrast.

Incorrect Two-Color Printing Combinations

VA TIER 1 GRAPHIC STANDARDS COLOR: TWO-COLOR PRINTING

Typography The typography of the VA brand identity can be broken down into two basic categories: general body text and title/accent text. In most instances, general body text should be set in Myriad Pro, as shown in pages 24 through 25. This typeface includes a number of different weights, including condensed fonts which will ensure clean, legible text in your documents.

Title/Accent text is to be set in Georgia, as shown in pages 26 through 27. This elegant serif font provides contrast to the general sans serif body text, and conveys a modern yet traditional look and feel.

Occasionally, a layout may require a serif font for body text. In these cases, Georgia can be used instead of Myriad Pro without compromising the brand. Similarly, Myriad Pro can be used occasionally for title/accent text when a more progressive tone is required.

See pages 52 through 69 for example design with proper typographical applications.

It is understood that many users (particularly non-creatives) may not have access to Myriad Pro.

In these cases an alternate sans serif font, Calibri, (commonly available on PCs) may be used instead—or, Georgia may be used throughout. See page 28 for full information on typography for non-graphics professionals, as well as important notes on use in Microsoft® Office®.

The goal of branded fonts is to maintain simple, straightforward layouts. Pages 32 through 33 provide examples of ways not to use type. Never rotate, skew, manipulate, or add dropshadows or outlines. For more layout options using color, see pages 29 through 31. For grid versatility see the Design Inspirations section, beginning on page 43.

Typography:

General Body Text

Myriad Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890 (~!@#$%^&*}

Myriad Pro Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890 (~!@#$%^&*}

Myriad Pro Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890 (~!@#$%^&*}

Proper and consistent application of typography to all VA vehicles of communication is paramount in conveying both legible and clear messaging and providing brand recognition. The typographical personality inherent in the approved fonts, in their pure and unaltered forms, must be continually repeated across a span of pieces in order to preserve their contribution as identifiable brand characteristics.

Myriad Pro is the typeface for use in all communications from VA. Examples of these fonts are shown at left. The Myriad Pro family is very versatile and provides excellent legibility in both print and digital media, and is readily available for both PCs and Macs.

Myriad Pro Regular—with Myriad Pro Bold and Myriad Pro Italic for emphasis within text—should be used for all general body text in both print and on-screen communications in most situations. It can also be used occasionally for headlines and/or display copy when a sans serif font is more desirable than

Georgia, seen on page 26. Several examples of suggested Myriad Pro headline treatments appear on pages 65 through 69.

All fonts used by personnel creating communication vehicles for VA must be properly licensed. The Myriad Pro font family is bundled with Adobe® creative products but licensing limitations apply. All users are required to reference their respective Adobe licensing agreement to ensure proper usage. Any illegal or unauthorized usage of any fonts or other such intellectual property is strictly prohibited.

TYPOGRAPHY: GENERAL BODY TEXT

General Body Text

CONTINUED

Myriad Pro Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890 (~!@#$%^&*} Myriad Pro Condensed Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890 (~!@#$%^&*} Myriad Pro Bold Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890 (~!@#$%^&*} Myriad Pro Bold Condensed Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890 (~!@#$%^&*}

In some instances, a condensed font is necessary due to limited space, excess copy, and/or narrow column width. The Myriad Pro

Condensed font family can be used in these cases, but should not be the first option.

Whenever possible, use the standard non-condensed fonts.

Although the specific weights and thicknesses shown on these two pages are generally preferred, the entire Myriad Pro font family is approved for use as well.

All fonts used by personnel creating communication vehicles for VA must be properly licensed. The Myriad Pro font family is bundled with Adobe® creative products but licensing limitations apply. All users are required to reference their respective Adobe licensing agreement to ensure proper usage. Any illegal or unauthorized usage of any fonts or other such intellectual property is strictly prohibited.

TYPOGRAPHY: GENERAL BODY TEXT

Title/Accent Text

Georgia Regular

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890 (~!@#$%^&*}

Georgia Italic

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890 (~!@#$%^&*}

Georgia Georgia should typically be used for titles and accent text. This serif font includes

Regular, Italic, Bold, and Bold Italic. Georgia

Regular and Italic will likely be most used.

In most instances, the lighter weights

(Georgia Regular and Georgia Italic) should be used.

While body copy is ideally to be set in Myriad

Pro (see pages 24 through 25), there may be some instances when a serif font is simply more appropriate for certain sections of body copy. When necessary, Georgia may be used as well.

TYPOGRAPHY: TITLE/ACCENT TEXT

Title/Accent Text

CONTINUED

Georgia Bold

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890 (~!@#$%^&*}

Georgia Bold Italic

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890 (~!@#$%^&*}

Georgia Bold & Bold Italic

Use Georgia Bold and Bold Italic sparingly for additional emphasis. In most instances, use the lighter weights shown on page 26.

VA TIER 1 GRAPHIC STANDARDS TYPOGRAPHY: TITLE/ACCENT TEXT

Non-Graphics Professionals & Microsoft® Product Usage

Myriad Pro fonts are stipulated for use by all creative and graphics professionals in creating all offset-printed and publicly-distributed communication vehicles (pages 23 through 24). However, in light of the fact that most business professionals will not have ready access to

Myriad Pro fonts—which are more ubiquitous in the creative industry—

VA will require all future internal and presentation materials (i.e., Microsoft® Word® and PowerPoint® documents created by non-graphics professionals) to be created using the more universally available PC font family, Calibri, wherever sans serif font usage is desired.

Calibri, like Georgia, is a font family actually built into most PC operating systems which provides the ability for document authors to create typographical contrasts for accent purposes such as captions, subheads, call-outs, and so on. However, please note that in such communications

Georgia remains the preferred primary font for use in main titles and headlines (as it appears more formal and stately at larger sizes). Body text may be rendered in either Georgia or Calibri per the document creator’s discretion—sans serifs convey a more modern or technical feel, while serifs connote a more conservative and official feel.

These requirements both help to ensure that most everyone has immediate access to needed fonts, and facilitates consistent viewing of a given piece by all recipients (i.e., text is less likely to re-flow, distort or disappear). For these reasons, Myriad Pro is NOT to be used for any presentations or internal communications which are intended to be distributed, viewed and/or edited in Microsoft® Word® and

PowerPoint®, even if the original author has a licensed copy of Myriad

Pro on their work station.

Georgia Bold and Regular (as well as an all-caps title option) are shown in the approved new main PowerPoint® intro slide template (right).

Calibri Font Family

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890 (~!@#$%^&*}

Note: Myriad Pro fonts have been replaced in Microsoft®-based templates because they are not part of the fonts that come with the PC Operating System.

Please use Calibri instead so that viewing/editing does not require the download of Myriad Pro.

TYPOGRAPHY: NON-GRAPHICS PROFESSIONALSVA TIER 1 GRAPHIC STANDARDS

Appropriate Color Usage

Approved colors for title/headline/call-out text on white background:

Navy Light Blue Red Dark Red Black

Secondary colors should be used sparingly.

Whenever possible, Navy, Light Blue, Red and Dark Red should be your first option.

OrangeGreen Blue Gray

Title Title Title Title Title

Title Title Title

Approved colors for title/headline/call-out text on dark background/photo:

Light Blue Light GrayRed Gold White

Title Title Title Title Title

Approved colors for title/headline/call-out text on gray background/photo:

Dark Blue Gold White

Title Title Title

White type should be used on backgrounds of dark VA colors:

Title Title Title TitleTitle Title Title

This page shows preferred colors for special sections or headlines in a number of different situations. Colors should be high-contrast to ensure readability, and should always utilize the VA color palette.

Consistent, appropriate use of color in typography is integral to maintaining a recognizable brand across a body of communication vehicles.

See page 20 for an expanded palette of approved colors, including Deep Tones and

Light Tones, which may be used sparingly.

Follow the same basic guidelines that are illustrated here for optimal contrast:

dark colors should only appear on light backgrounds, and light colors should only appear on dark backgrounds.

TYPOGRAPHY: APPROPRIATE COLOR USAGE

Color Usage

CONTINUED

This page displays approved color applications for type used as general body text on various background colors in the VA palette. Body text should typically appear in either 100% Black or Navy, or reversed to White.

Because body text typically appears between

10pt. and 12pt. weights, thin strokes may not reproduce properly if the type color lacks contrast. For this reason, only Black, Navy or

White type should be used for general body text to provide adequate contrast—in both hue and density—against the background on which it appears.

If the background color is sufficiently dark, (see examples at left) body text should be reversed to white. On lighter backgrounds, use Black or Navy body text.

Body text should be no smaller than 10pt., particularly if reversed to White, which typically makes the type appear smaller.

POSITIVE TEXT (NON-REVERSED):

One- to two-color body text color(s) should be Black or Navy.

FULL-COLOR PRINTING:

Body text color should be Black or reversed to White.

Examples of general body text:

Black on White (positive) White on Black (reversed)

White on Navy

White on Red

White on Light Blue

White on Dark Red

One- or Two-Color Printing

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Lorem ipsum dolar sit amet, consect-etuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volupat. Ut wisi enim ad minim veniam, quis adipiscing elit, sed diam nonummy euisolutpat.

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Lorem ipsum dolar sit amet, consect-etuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volupat. Ut wisi enim ad minim veniam, quis adipiscing elit, sed diam nonummy euisolutpat.

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Certain print projects may require one- or two-color printing only. In these cases, general body text color must be either Black or Navy, or reversed to white.

Navy on White (positive) White on Navy (reversed)

Lorem ipsum dolar sit amet, consect-etuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore.

Lorem ipsum dolar sit amet, consect-etuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore.

Body text that is not on a color background should appear in 100% black or Navy.

TYPOGRAPHY: APPROPRIATE COLOR USAGE

Color Usage

CONTINUED

Examples of call-out text:

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Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat duis aute irure dolor.

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Call-out text may often dictate additional colors from the extended VA Palette. Because call-outs inherently consist of larger, bolder letterforms, lighter colors can safely be used. The examples at right show call-out text in Blue Gray, Light Blue, and Olive, respectively.

See pages 17 through 22 for a complete range of color options and guidance.

VA TIER 1 GRAPHIC STANDARDS TYPOGRAPHY: APPROPRIATE COLOR USAGE

Incorrect Applications

1 Never set type to overlap a color/photo edge

1 2 all typesetting situations all typesetting situations AlL tYpEsEtTiNg SiTuAtion all typesetting situations all typesetting situations all typesetting situations a l l t y p e s e t t i n g all typesetting situations all typesetting A L L T Y P E S E T T I N G all typesetting situations all typesetting situations all typesetting situations

ALL TYPESETTING

ALL TYPESETTING SITUATIONS ALL TYPESETTING SITUAT

ALL TYPESETTING SITUATIONS

all typesetting situations all typesetting situations or on top of a distracting texture.

2 Never vary character weights or styles.

3 Never expand or contract character spacing in body text. Sparingly, smaller heads or subheads may be set in all caps (non-bold, non-italic) and tracked open to a max of 30.

4 Never apply any sort of garish effect to type, such as outlines, dropshadows, or gradients.

5 Never expand or contract character width or height, and never slant/skew type.

6 Never use any unapproved typefaces.

Avoid over-designing. Maintain simplicity in designs and allow the interaction between consistent typography and photography usage to convey the recognizable “feel” of VA materials. The visual personality of VA is clean, graphic lines supported by strong imagery.

Keep pages and spreads clean of needlessly distracting devices. "Less is more."

Typography must be set without such inappropriate treatments as dropshadowing, outlining, etc., which would both disrupt brand harmony and diminish legibility.

Neither height nor width may ever be expanded, condensed or skewed in any way.

Applied colors and color tints to typography must remain solid—without gradation, line patterns, fills, highlights, glow, color/style jumbles, rule borders, edge effects or other interfering motifs. Character spacing (space between characters) for all body text must always be set to zero. Only smaller heads and subheads, set in all caps only, may be tracked open to a maximum of 30—a technique to be used very sparingly.

Use only the approved typefaces: Myriad

Pro, Georgia and Calibri. Only the approved colors and fonts in this Graphic Standards

Guide are permitted.

TYPOGRAPHY: INCORRECT APPLICATIONS

Applications

CONTINUED

7 Never apply colors to type that don't provide enough contrast between the font and paper.

8 Never apply colors to type that don't provide enough contrast between the font and background color.

9 Headlines must only be set in approved colors (see page 28) at 100%—never apply shades or tints.

10 Always set type horizontally. Avoid rotating words.

11 Do not overlap type in ways that hinder readability.

12 Never fill characters with imagery, texture, highlights, etc.

all typesetting situations all typesetting situations all typesetting situations all typesetting situations all typesetting situations all typesetting situations all typesetting situations all typesetting situations all type settingsituations allTYPE all

TYPE

Proper font and color usage, as well as artful employment of basic elements of typographical design, such as color/size/ weight/style contrasts and layout composition will ensure that the VA brand is always clear and concise.

Type may never be overlapped or connected to form an element of…