Attachment 2 DLA Style Guide Redacted_Redacted.pdf

DLAM 5202

April 2, 2014

Defense Logistics Agency Style Guide

Table of Contents

Section I: Emblem Identification 3 Description Color Requirements Scale Logotype With DLA Logos

Section II: Modification Procedures (Requests for Exception, Exemption or Waiver) 7

Section III: Heraldic and Official Insignia 8 Flags Memorial Markers Awards

Section IV: Stationery and Paper Goods 11 Letterhead Electronic Letterhead DLA Notepads (Formal and Informal) Business Cards

Section V: Outreach Publications 13

Section VI: Presentations and Briefings 14

Section VII: Periodicals 15

Section VIII: Exhibits 15

Section IX: Internet, Intranet and Social Media Sites 16

Section X: Signs 17

Section XI: Identification Cards and Badges 17

Section XII: Collateral Material 17

Section XIII: Grandfathering Designs and Materials 19

Section XIV: Fiscal Responsibility 19

Section XV: Summary 20

Section XVI: Glossary 21

Section XVII: Appendices Appendix A: DLA Seal 22 Appendix B: Organization Names 23

Section I: Identification.

It is important to present all DLA visual materials and ancillary items produced by the Agency – printed, electronic, and Web – as a cohesive, recognizable image to convey a strong and unified Agency identity.

The primary identification components on all visual mediums are the Agency emblem and the Agency name “Defense Logistics Agency,” spelled out as the prominent IMPACT font. Use these elements with the Agency color pallet and typography in accordance with this guide.

The proper use of these identification elements is essential for increasing clarity, unity, and Agency recognition. It forms the cornerstone upon which the overall DLA design program is built.

Emblem. The DLA emblem serves as a symbol of unity and common purpose among all DLA activities;

accordingly, the approved DLA emblem, modified only as prescribed, shall be the sole authorized emblem used to identify DLA, its activities, units, installations, and directorates.

The approved DLA emblem is the official DLA military heraldic crest. It must be prominently displayed either unchanged or in an approved variation as the sole Agency emblem on all exhibits, Web pages, brochures, magazines, catalogs, handbooks, posters, or any other internal or external medium used to promote DLA. No other emblem, insignia or logo is permissible.

The emblem in both full-color and single-color reproductions shall be appropriately sized for the project and reproduced only from approved art. The emblem should never be smaller than 1 ½” in diameter, unless used for letterhead or business card products, the requirement for legibility and clarity of the words “Defense Logistics Agency” within the emblem banner remains.

The emblem must retain its appearance even when printed on a solid color background. Do not photographically “reverse” the Agency emblem. Approved single color images of the DLA emblem are shown on page 5.

For printed reproduction in full color (see Pantone chart of full color emblem, below) and all other applications (e.g., plaques, certificates, signs) the official emblem of the Agency shall be used.

The approved art for the official DLA emblem is available on the DLA Public Affairs website at https://hqc.dla.mil/PublicAffairs

Scale. The emblem shall be properly scaled so it remains proportional to the approved design standards.

The emblem shall not be changed through the use of graphic design tools which skew or distort the emblem.

Send requests to modify the appearance of the emblem and logotype, or to deviate from the approved colors, to DLA Public Affairs (DP) for approval, DLAPublicAffairs@dla.mil . See DLA Instruction 5202, Use of the Defense Logistics Agency (DLA) Emblem and Associated Visual and Graphic Products, for additional information at https://hqc.dla.mil/issuances/Documents/i5202.pdf

Emblem Color Requirements. Four color or full-process color applications of the DLA emblem use the following PANTONE colors. These colors are PANTONE, plus build colors, for use by printers and other graphic professionals. The correct color version is available electronically on the DP website at https://hqc.dla.mil/PublicAffairs

Background medium blue: PANTONE 542

WHITE stars

Shield top: PANTONE 296

Shield Stripes: PANTONE Red (0+100+100+15) and True WHITE

Shield and stripe outlines: PANTONE 296

Scroll: PANTONE 130 with outlines

PANTONE 296

Text: Dark blue, PANTONE 296

Eagle: Wings, body and leg

Dark Brown PANTONE 476+40K

Med. Brown: PANTONE 469+20K

Brown: PANTONE 4635+20K

Light Brown: PANTONE 4665

Beak and eye yellow: PANTONE 130

Eye has BLACK center, dark gray outline, PANTONE 443

Head and tail feathers: True WHITE with dark gray highlights: PANTONE 443 and True BLACK outlines

Feet: PANTONE 130, talons BLACK, true WHITE highlights with dark gray outline, PANTONE 443

Single color applications. Materials printed in a single color should be either Blue, PANTONE 296, true BLACK, or true WHITE.

Logotype. The DLA logotype serves as the typographic identifier for the Defense Logistics Agency. The logotype shall be used on periodicals, web sites, exhibits, and for general applications in situations that do not require official identification by use of the emblem.

The basic logotype design of the name DEFENSE LOGISTICS AGENCY is all caps, sans-serif letters using the font “IMPACT” of uniform proportion. Deviations from this font may be necessary when used on DOD or higher agency correspondence. The only accepted formats for the logotype are:

Appendix A: Meaning of the DLA Seal

DEFENSE LOGISTICS AGENCY SEAL

Description: The device for the Defense Logistics Agency consists of the shield of the coat of arms of the United States, on which is perched the American Bald Eagle with wings displayed horizontally surrounded by 13 stars and perched on a shield of 13 pieces, within an arched tripartite scroll bearing the words “Defense Logistics Agency.”

Symbolism: The American bald eagle, long associated with symbolism representing the United States of American and its military establishment, has been selected as an emblem of strength. The eagle is defending the United States, represented by the shield of thirteen pieces. The thirteen pieces are joined together by the blue chief, representing the U.S. Congress.

The device is a symbol of unity and common purpose; it alludes to the Agency’s responsibility for the meeting of specific requirements of the Department of Defense, thereby emphasizing the role of the Agency in the defense of the nation.

Background: The seal was originally created for the newly established Defense Supply Agency on October 1, 1961 by Secretary of Defense Robert McNamara. DSA’s name changed to Defense Logistics Agency in 1977.

Current Usage: Any request for use of the Defense Logistics Agency seal in commercial items must be referred to DLA Public Affairs Office, 8725 John J. Kingman Road, Room 2545, Fort Belvoir, VA 22060.