CRFQ HST25-01 - Exhibit B - MHST_Branding Guidelines.pdf

BRANDING GUIDELINES

EXHIBIT B

3 OVERVIEW

5-8 MHS&T LOGO

5 MSH&T Logo

6 MSH&T Logo Usage

7 MSH&T Prohibited Use

8 MSH&T Logo Variations

9-12 WEST VIRGINIA CENTER LOGO

9 West Virginia Center Logo

10 West Virginia Center Logo Usage

11 West Virginia Center Prohibited Use

12 West Virginia Center Logo Variations

14 COLOR PALETTE

16 TYPOGRAPHY

18 TEXTURE USAGE IDEAS

CONTENTS

WEST VIRGINIA OFFICE OF MINERS’ HEALTH SAFETY & TRAINING BRANDING GUIDELINES 3

OVERVIEW

THE NEWLY REDESIGNED LOGO FOR THE OFFICE OF MINERS’ HEALTH,

SAFETY & TRAINING delivers a fresh, modern icon that derives its significance from both the history of the office and the mining industry. The triangle shape is borrowed from the earlier logo and symbolizes the three pillars of the office—health, safety and training. The triangle encloses a silhouette of the state of West Virginia, representing both the significance of the mining industry to the state’s economy and history, and denotes the office as a state agency. The triangle icon acts as a unique identifier to the Office of Miners’ Health, Safety & Training. This icon, whether used on its own or with the logo signature and bar, will serve as an easily recognizable symbol of the agency itself.

The color scheme for both the logo and subsequent promotional materials are a salute to the mining industry, its history, and the West Virginia landscape. The logo, colors, and fonts provided will create a unified, professional look to all materials created for the office and establish a unique brand identity that is easily identifiable by those familiar with the agency.

LOG OS

WEST VIRGINIA OFFICE OF MINERS’ HEALTH SAFETY & TRAINING BRANDING GUIDELINES 5

MHS&T LOGO

1 THE ICON

The icon is the visual identifier. Generally, the icon should be displayed with the logo signature, yet it has the power to stand alone.

2 THE LOGO SIGNATURE

The logo signature is an adjusted letterform version of the name “West Virginia Office of MHS&T.”

It cannot be replicated through typesetting.

3 THE LOGO BAR

The logo bar may be removed when the logo is reduced to a size in which the text inside is illegible, or when the reverse white logo is used on a photo or background that is other than a solid color, with the exception of the coal texture.

4 THE LOGO

Together the icon, logo signature, and logo bar are known as the logo.

The logo anchors the entire visual identity system. It is used on all communications, and its effectiveness relies on consistent presentation.

By adhering to a standardized use of our logo elements, we reinforce our brand as a cohesive, powerful entity and amplify the impact of our visual communications.

WORKING PARTS OF THE LOGO

WEST VIRGINIA OFFICE OF MINERS’ HEALTH SAFETY & TRAINING BRANDING GUIDELINES 6

MHS&T LOGO U S AGE

CLEAR SPACE

MINIMUM SIZE

ICON

0.5 inch

36 pixels

AREA OF ISOLATION

Clear space frames the logo and separates it from other elements including text and the edge of printed materials. The logo must be surrounded by at least the required minimum of clear space, which is determined by the length of the “t” in the logo.

MINIMUM SIZE REQUIREMENTS

To ensure the logo is large enough to be easily recognized, it must not be reduced smaller than indicated below for electronic media. These are minimum size requirements only; the logo should be used larger in every possible instance.

1 inch

72 pixels

MINIMUM SIZE

LOGO NO BAR

1.5 inches

108 pixels

MINIMUM SIZE

LOGO

WEST VIRGINIA OFFICE OF MINERS’ HEALTH SAFETY & TRAINING BRANDING GUIDELINES 7

MHS&T PROHIBI T ED US E

NO ALTERATIONS

Alterations to the logos are prohibited; this applies to typeface, proportions and placement of graphic elements. The logo may not be resized disproportionately, either taller or wider, and colors may not be modified — there are no exceptions.

DO NOT tilt or skew the logo.

DO NOT alter the color of the logo.

DO NOT change fonts in the logo.

DO NOT add a drop shadow or glow to the logo.

DO NOT stretch the logo.

WEST VIRGINIA OFFICE OF

MHS&T

DO NOT alter proportions of the logo.

WEST VIRGINIA OFFICE OF MINERS’ HEALTH SAFETY & TRAINING BRANDING GUIDELINES 8

MHS&T LOGO VAR I AT I ONS

FULL COLOR REVERSE

NO BAR

BLACK

NO BAR

WHITE

NO BAR

FULL COLOR

NO BAR

WHITEFULL COLOR REVERSE BLACKFULL COLOR

FULL COLOR ICON BLACK ICONWHITE ICON

WEST VIRGINIA OFFICE OF MINERS’ HEALTH SAFETY & TRAINING BRANDING GUIDELINES 9

WEST VIRGINIA CENT ER LOGO

1 THE LOGO SIGNATURE

The logo signature is an adjusted letterform version of the name “West Virginia Center.”

It cannot be replicated through typesetting. It cannot be used alone without the other elements of the logo.

2 THE RULE

The rule cannot be removed and the color cannot be changed when the full color version is used.

3 THE ARROW

The arrow is the visual identifier. It can be used as a graphic element on the web and in printed materials.

4 THE LOGO

Together the logo signature, rule, and arrow are known as the logo.

The logo anchors the entire visual identity system. It is used on all communications, and its effectiveness relies on consistent presentation.

By adhering to a standardized use of our logo elements, we reinforce our brand as a cohesive, powerful entity and amplify the impact of our visual communications.

WORKING PARTS OF THE LOGO

31 2

WEST VIRGINIA OFFICE OF MINERS’ HEALTH SAFETY & TRAINING BRANDING GUIDELINES 10

WEST VIRGINIA CENT ER LOGO U S AGE

CLEAR SPACE

0.25 inch

18 pixels

AREA OF ISOLATION

Clear space frames the logo and separates it from other elements including text and the edge of printed materials. The logo must be surrounded by at least the required minimum of clear space, which is determined by the length of the “t” in the logo.

MINIMUM SIZE REQUIREMENTS

To ensure the logo is large enough to be easily recognized, it must not be reduced smaller than indicated below for electronic media. These are minimum size requirements only; the logo should be used larger in every possible instance.

1 inch

72 pixels

MINIMUM SIZE

LOGO

MINIMUM SIZE

ARROW

WEST VIRGINIA OFFICE OF MINERS’ HEALTH SAFETY & TRAINING BRANDING GUIDELINES 11

WEST VIRGINIA CENT ER PROHI BI T ED US E

NO ALTERATIONS

Alterations to the logos are prohibited; this applies to typeface, proportions and placement of graphic elements. The logo may not be resized disproportionately, either taller or wider, and colors may not be modified — there are no exceptions.

DO NOT tilt or skew the logo.

DO NOT alter the color of the logo.

DO NOT alter proportions of the logo.

DO NOT change fonts in the logo.

DO NOT add a drop shadow or glow to the logo.

DO NOT stretch the logo.

WE ST

VIRGINIA

C E NTE R

WEST VIRGINIA OFFICE OF MINERS’ HEALTH SAFETY & TRAINING BRANDING GUIDELINES 12

WEST VIRGINIA CENT ER LOGO VAR I AT I ONS

COLOR BLACKWHITE

FULL COLOR WHITE BLACK

COLORS

WEST VIRGINIA OFFICE OF MINERS’ HEALTH SAFETY & TRAINING BRANDING GUIDELINES 14

COLOR PALETTE

C 16 M 82 Y 100 K 5

R 200 G 77 B 0

PANTONE 718 C, 718 U

HEX #C74F27

RUST

DENIM

C 99 M 77 Y 44 K 40

R 10 G 51 B 78

PANTONE 540 C, 540 U

HEX #07334E

CANARY

C 8 M 34 Y 100 K 0

R 234 G 172 B 33

PANTONE 124 C, 7405 U

HEX #EAAC21

ASH

C 55 M 46 Y 43 K 10

R 118 G 119 B 123

PANTONE Cool Gray 9 C, Cool Gray 9 U

HEX #78797C

STREAM

C 92 M 52 Y 32 K 9

R 0 G 104 B 135

PANTONE 2392 C, 7705 U

HEX #006887

LANTERN

C 3 M 10 Y 41 K 0

R 247 G 224 B 164

PANTONE 7401 C, 7401 U

HEX #F7E0A4

SKY

C 18 M 0 Y 5 K 0

R 206 G 235 B 240

PANTONE 7457 C, 7457 U

HEX #CEEBEF

SAND

C 16 M 13 Y 21 K 0

R 213 G 210 B 197

PANTONE 7527 C, 7527 U

HEX #D5D2C5

IRON

C 76 M 69 Y 68 K 33

R 67 G 68 B 68

PANTONE 2336 C, 2336 U

HEX #434444

COAL TEXTURE

TYPO GRAPHY

WEST VIRGINIA OFFICE OF MINERS’ HEALTH SAFETY & TRAINING BRANDING GUIDELINES 16

INTERFACE

Interface Bold

Interface Regular

GOTHAM

Gotham Medium

Gotham Book

Lora Lora Regular

Lora Italic

Lora Bold

Lora Bold Italic

TYPOGRAPHY

HEADLINE

SUBHEAD

BODY COPY

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890 !?&

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890 !?&

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890 !?&(@#$%:”,.)

Interface is the primary font, and can be used in both Bold and Regular weights, in all caps for short headlines.

Gotham is the secondary font, to be used in subheads or to emphasize text. Gotham Medium and Book are acceptable, with kerning set between 50-100 for a clean, modern feel. Lora is the tertiary font to be used in body copy. The serif breaks up the monotony of the sans serif fonts, and helps with readability in large blocks of text.

TEX TURE

WEST VIRGINIA OFFICE OF MINERS’ HEALTH SAFETY & TRAINING BRANDING GUIDELINES 18

TEXTURE USAGE I DEAS

LARGE WHITE TEXT ON COAL TEXTURE

HEADLINE EXAMPLE

BACK OF BUSINESS CARD CONCEPT

The texture should be used sparingly, and never for the background of a text-heavy web page or printed piece. Only the white MHS&T logo and the white West Virginia Center logo should be used on the coal texture.

Here are some ideas for how the texture may be used:

• back of business cards

• a design element on stationery

• to highlight a headline or pull quote

• a background for shareable social media graphics

• incorporated into blog post and email newsletter templates

• cover images for social media

• on slides for presentations/webinars

• on print ads for the West Virginia Center

SOCIAL MEDIA COVER IDEA

WEST>

VIRGINIA

CENTER

7 Players Club Drive Suite 2, Charleston WV 25311

(304) 558-1425

Untitled