AFR_BrandStyleGuide.pdf

The Air Force Reserve Command logo is recognized as one of the most important tools at work to identify and promote the Air Force Reserve, its people, and mission. This new logo proudly invokes a look and feel intended to promote and empower the public image of the Air Force Reserve—high tech, futuristic and dedicated. The typeface was selected for its clean appearance and aerodynamic feel. This manual establishes guidelines for the use and application of the Air Force Reserve Command logo, key lines and color standards. It is to be considered the fi nal word wherever the new logo is employed in print, video, specialty, and interactive applications.

Use the information and tools provided within this manual to ensure that the message and image of the Air

Force Reserve remains constant and translates to all applications and mediums. While different key lines may accompany the logo, depending upon the tone and specifi c usage, the logo itself must always be used as demonstrated within this manual. Your diligence to “Be True to The Blue” will only make the Reserve brand stronger and more effective in communicating our core values and opportunities to the world.

B R A N D ST Y L E G U I D E

THE BRAND

THE AIR FORCE RESERVE BRAND 1.1

BRAND IMAGERY 1.2

THE COMPONENTS 1.3

COMMUNICATING TO OUR TARGET AUDIENCE 1.4

KEYLINE USAGE & RATIONALE 1.6

USAGE STANDARDS

THE SAFETY AREA AROUND THE LOGO 2.1

SELECTING THE RIGHT FILE TYPES 2.2

INCORRECT USAGE 2.4

COLOR SYSTEM 2.5

APPLICATIONS

APPLICATIONS 3.1

BUSINESS SYSTEMS: BUSINESS CARDS 3.2

INVITATION, NOTE CARD, ENVELOPE & CD/DVD LABEL 3.3

MULTIMEDIA AND INTERACTIVE PRESENTATIONS 3.4

LOGO ANIMATIONS 3.6

Brand 1.1

THE AIR FORCE RESERVE BRAND

Founded upon the proud legacy of military service and duty, the “Hap Arnold Wings” of the United States Air Force have withstood the test of time.

Originally created to convey the key qualities of air service, the Air Force wings remain more than just a symbol to those who proudly wear them.

Updated in May of 2004, the insignia consists of two central elements: the wings which represent strength and flight, elevated above a sphere, which signifies the scope of our reach–the globe.

In May of 2005, the Air Force Reserve followed with the adoption of a stylized version of the Arnold Wings to represent its unique mission: “to provide citizen airmen to defend the United States and protect its interests through aerospace power.” The new Air Force Reserve logo has been conceptualized to reflect the tech-forward capabilities of the Reserve and to represent the dedication and expertise of the men and women who wear it.

This new logo of the Air Force Reserve springs from a rich history of dedication and service. While sustaining the heritage of the original Air Corps, the modern symbol of the Air Force Reserve has evolved into an emblem of power, technology, and ability.

Two elements combine to form the symbol: the stylized wings, on the up-stroke like an eagle taking flight, which embody strength and flight. And the winged motif elevated above a sphere and three diamonds, which represents our commitment to secure our nation’s freedom through global vigilance, reach and power. The sphere also stands as a reminder of our challenge to operate an agile and mobile force, able to respond rapidly to any crisis, worldwide.

The five points of a star surround the sphere, with each point representing the elements of our One Force and family

— 1) Active Duty, 2) Reserve, 3) Guard, 4) Civilians and 5) Retirees. The star also represents our Officer Corps, the spearhead of our combat leadership.

The three diamonds that support the star reflect our core values—integrity first, service before self, and excellence in all that we do. The eagle that is formed from the combination of these elements not only stands as the symbol of our nation, but as the basis for the medal awarded to those men and women who have displayed uncommon valor in service to our country.

Brand 1.2

BRAND IMAGERY

The inspiration and confidence derived from the unique brand of the Air Force Reserve is based on three major elements—Personality, Heritage, and Emotion. Each of these elements presents its own unique attributes.

Personality:

The overall personality of the Air Force Reserve logo is one of sophistication and modernization.

Its beveled edges convey the airborne capabilities of the Reserve. In terms of common imagery, the Air Force Reserve logo could best be compared to a next-generation aircraft.

Heritage:

The new logo incorporates a futuristic feel onto its historic foundation. While still conveying the pride and dedication of its original design, the new brand has been created to launch the Reserve well into the 21st Century.

Emotion:

The emotional components inspired by the brand are consistent with the core values of the Reserve: integrity first, service before self, and excellence in all we do. Without this emotional foundation, the brand would be little more than a corporate symbol. By utilizing an insignia that produces positive and stirring emotions, the Air Force Reserve logo provides a daily reminder of our mission.

It is important to keep all these attributes in mind whenever portraying the Air Force Reserve logo. It is a brand forged from service and dedication.

Brand 1.3

THE COMPONENTS

The Symbol:

The Logotype:

The wings are the symbol of the United States Air Force. They must always be deployed as shown in this manual, and must never be altered or modified without prior written consent from Air Force Reserve Command Recruiting Advertising.

The new signature font, Knometenmelodie 2 2, has been selected to create brand consciousness associated with its tech-forward look and mission.

It is imperative that this typeface be the only written image linked with our brand. Consistency of brand deployment is critical to imprinting this image upon the consciousness of the public and the service.

The new Air Force Reserve logo has strategically evolved, with the stated intent of preserving a visual connection to the original Air Force logo, while adapting new imagery to encompass the evolving mission of the Reserve. In keeping with the modernized wing motif of the Air Force, the new Reserve logo incorporates a typeface that evokes the high tech nature of the brand, while preserving the imbedded imagery of the original wing emblem.

The logo should never be used without both elements—logo and typeface–positioned side by side as shown.

For special use permission, contact Air Force Reserve Command Recruiting Advertising (AFRC/RSAA).

COMMUNICATING TO OUR TARGET AUDIENCE

General Population AFR Members

When directing communications to civilians, it is imperative to convey two key sentiments:

confidence and pride of service. All communications must be tailored with the understanding that the general public is largely unfamiliar with the traditions and mission of the Air Force Reserve. Therefore, it is crucial that particular care is taken in making all public-targeted communications clear and concise.

Key to communicating with current AFR personnel is to always keep in mind our gratitude for their dedication, respect for service, while at the same time preserving the ethic of camaraderie and team effort. The tone and execution of all communications should always incorporate these values.

For maximum impact, all communications and graphic imagery should be created and distributed with the specific target audience in mind. Basically, there are six major groups the Air Force Reserve communicates with on a regular basis.

Brand 1.4

Brand 1.5

Active Duty Air Force Prior Service: All Branches Students Healthcare Professionals

This group is valued by the Reserve for its proven record of duty and service. But all communications must also take into account that this body is responsible for over 60 percent of Air Force Reserve accessions. And though active duty members of the Air Force may be aware of the mission and duties of the Reserve, they appreciate the acknowledgement that the Reserve is standing ready to support every aspect of their mission.

All communications directed at our brothers and sisters-in-arms must first take into account that these service members have already demonstrated the dedication and courage required to serve. The tone and execution should always convey mutual respect and gratitude. And though these communications may not require the level of explanation required for civilian dialogue, the message should never fail to remind them of their eligibility and the benefits derived from serving in the Air Force Reserve

All communications directed at the student target group should be separated into two acutely distinct audiences. 1) The high school level student, and 2) the college level student. Each requires focused language and generational considerations. For high school students, the message should introduce and underscore the concept that the Air Force Reserve offers viable career-track options for college, training, and service. And students at the college level need to be made aware of the educational and tuition benefit potential, as well as the convenience and rewards inherent to service in the Reserve. Whenever appropriate, the values of patriotism and pride of service should be underscored to both groups.

Recruiting and servicing healthcare professionals is a highly specialized area, different from any other audience. Research shows that these professionals are not always looking for monetary or fringe benefits, but are often motivated by patriotic and humanitarian values. When directing communications at physicians and nurses, strive to keep the message on point while reinforcing the satisfaction that comes from serving in the military healthcare system. This sector should always be regarded with respect and gratitude in keeping with their status and experience.

COMMUNICATING TO OUR TARGET AUDIENCE

Brand 1.6

KEY LINE USAGE AND RATIONALE

The following key lines should be utilized in marketing and public relations to underscore the camaraderie and unique advantages of serving in the Air Force Reserve.

The logo as shown to the right is the preferred version and should always be your first choice.

The size relationship and positioning of the wings to the logo type are never to be altered.

If you have a specific need not covered in this manual, please contact Air Force Reserve Command Recruiting Advertising to discuss your specific needs.

As demonstrated, use the capital “E” as your spacing guideline when calculating the clear or “safety” area around the logo.

The logo shown at the lower right is to be used for any application under 4 inches in width, or when the assignment calls for a small “boxy” area or a strong vertical space.

Usage Standards 2.1

THE SAFETY AREA AROUND THE LOGO

PREFERRED

Usage Standards 2.2

SELECTING THE RIGHT FILE TYPE FOR THE JOB

TO CREATE DOCUMENTS FOR USE THIS FILE TYPE

Word processing, spreadsheet and presentation programs .emf, .eps, .gif or .tiff

Websites .gif, or .jpg

Desktop publishing software* .ai, .eps, .tiff, or .cdr

Advertising specialties .ai, .emf, .eps, .tiff or .dst

Transparent backgrounds .emf, .gif, or .eps

The symbol is available in several file types. Choose your file type depending on how you’re using the symbol.

* A special logo entitled “AFR_Logo_5channel.psd” is included on this CD-ROM

AFR_Logo_WhiteOnBlue AFR_Logo_Blue

AFR_Logo_SilverBevel AFR_Logo_BlueBevel

AFR_Logo_WhiteOnBlack AFR_Logo_Black

Usage Standards 2.3

File Type definitions

MetaFiles (.emf, .eps) have limited scalability and are program specific. The metallic and beveled images are only available in .gif and .jpg file formats because you can only get the feeling of depth in this format through use of a raster graphic. If you need to re-size these images, you will need to contact

AFRC/RSAA.

Raster graphics (.gif, .jpg, .tif) are not scalable. You can’t make them any bigger than they appear when downloaded. If you attempt to make them larger, the image will pixilate (get uneven edges).

Vector graphics (.ai, .cdr) are scalable (can be made larger or smaller) without the image pixilating, but they cannot handle subtle color changes or gradations

.ai - (Adobe Illustrator) - vector graphic - Works best when used with professional software such as Adobe® Illustrator® or CorelDRAW®.

.dwg and .dst - (AutoCAD Drawing and Interchange Files) - Common file types for professional AutoCAD and embroidery software only.

.emf - (Enhanced Windows Metafile) - vector/raster graphic - A graphic format specific to Windows® applications and generally can’t be used in any other applications. Emfs have transparent backgrounds and work well with Microsoft Office®.

.eps - (Encapsulated Post Script) - vector/raster graphic - Works best with professional graphics programs. The main benefit is this format allows you to download a version of the symbol without a background.

.gif - (Graphic Interchange Format) - raster graphic - A compressed vector image, best used and viewed as part of a web page.

.jpg - (Joint Photographic Experts Group) - raster graphic - A compressed image, usually a photograph. Works well in presentation programs such as Microsoft Office® and can be used in a Web page.

.tiff - (Tag Image File Format) - raster graphic - A common format for exchanging bitmapped images between application programs. One of the most common graphic image formats, .tiff files are commonly used in many applications, but file sizes are a liability for web pages.

AFR_LogoStacked_WhiteOnBlue AFR_LogoStacked_Blue

AFR_LogoStacked_SilverBevel AFR_LogoStacked_BlueBevel

AFR_LogoStacked_WhiteOnBlack AFR_LogoStacked_Black

Usage Standards 2.4

INCORRECT USAGE

The importance of deploying the AFR logo and symbols in a consistent and unambiguous manner is paramount to continuity and clarity. While size variance is permissible, any other adaptations are not authorized. Specifically, the following applications are not allowed:

• The addition or deletion of any symbol/logo elements

• The distortion of the Air Force Reserve symbol/logo, including stretching, compacting, or alterations to letter spacing

• The addition or portrayal of objects coming through or protruding from the symbol/logo

• Altering the official colors of the symbol/logo

• Altering the texture of the symbol/logo

Sports of Race Affiliations

COLOR SYSTEM

Usage Standards 2.5

Color Pantone® Coated CMYK RGB Web Uses

AF Reserve Blue Pantone® 287 C 100 / 70 / 0 / 11 40 / 67 / 122 28437A Solid color for non-beveled logo and background for beveled logo

AF Reserve Metallic Silver Pantone® 877 C 44 / 34 / 29 / 1 140 / 145 / 149 8C9195 Solid color for non-beveled logo and for 5-channel printing*

AF Reserve Dark Gray Pantone® Cool Gray 7 36 / 29 / 24 / 0 156 / 159 / 164 9C9FA4 Substitute for metallic silver with non-beveled logo on uncoated paper

AF Reserve Light Gray Pantone® Cool Gray 4 24 / 18 / 14 / 0 185 / 188 / 190 B9BCBE Background color for blue non-beveled logo

Applications 3.1

APPLICATIONS

The files enclosed on this CD-ROM are the necessary tools to deploy the Air Force Reserve symbol/logo in just about any application that may arise.

Included are sample uses for business cards, media labels, and multimedia/ interactive applications. This CD-ROM also contains two logo animations for motion applications. Should you encounter a use not contained in this section, contact Air Force Reserve Command Recruiting Advertising for further information and direction.

Applications 3.2

Business System

Properly formatted stationery provides the professional touch to all your business correspondence.

Business cards, invitations, note cards and CD/DVD labels are included on this CD/ROM as templates for desktop printing, and as high resolution PDFs for commercial printing.

If you prefer to have them printed by a professional, please request the following paper:

Business Cards, Invitations & Note cards Neenah Classic Crest Arctic White 100# smooth

CD/DVD Labels The label is saved as a high-resolution PDF template for the following:

Neato Part No: 863100

As stated throughout this manual, uniformity and professionalism are the foundation for any AFR symbol/ logo usage. Among the variety of samples presented, none is more important than a proper business card. A personalized business card is more than just a reference tool, it is the first and last impression you leave with others.

As such, your cards must be professional in appearance and consistent in layout and element usage. Proper layout and font styles are illustrated here and should be followed precisely.

BUSINESS CARDS

Applications 3.3

INVITATION, NOTE CARD AND ENVELOPE

Invitation Flat: 6.75” x 10” Folded: 6.75” x 5” Prints 4/1 Process & 1 Spot Color: AF Reserve Blue

Note Card Flat: 6.75” x 10” Folded: 6.75” x 5” Prints 1/2 Spot Color: AF Reserve Blue and Light Gray

A7 Envelope 7.25” x 5.25” Prints 1/0 Spot Color: AF Reserve Blue

CD/DVD Label

CD/DVD LABELS

Applications 3.4

MULTIMEDIA AND INTERACTIVE PRESENTATIONS

Images from the 2005-06 Academic Calendar are included on this CD-ROM and are offered as a tool to enhance and brand the high-tech, cutting-edge image of the Air Force Reserve. These images have been specifically formatted for use with multimedia and interactive presentations and programs. In addition, they can be used as dynamic and eye-catching computer screen backgrounds. These images are formatted as follows:

800 x 600: for computer screen applications and presentations.

1024x768: for larger scale applications, such as big screen projections and public presentations. While these images can be used for computer screen applications, they are NOT suitable for enlargement.*

* Should the need arise for enlarging the files, please contact Air Force Reserve Command Recruiting Advertising for support.

AFR_Logo_4c

Applications 3.5

To insert or import a picture in to a graphic presentation program, or as a desktop picture, refer to the “Help” or “How-to” section on your computer or in the application.

MULTIMEDIA AND INTERACTIVE PRESENTATIONS: HOW TO USE

3 soldiers Cargo Doctors F16 Firefighters Mechanic

Nurses Plane Satellite Hurricane Security Warthog

Applications 3.6

LOGO ANIMATIONS

*To download a Quicktime® media player, go to: www.apple.com/quicktime/download.

For a Windows Media Player®, go to: www.microsoft.com/downloads

Quicktime is a registered trademark of Apple Computer Inc. Windows Media Player is a registered trademark of Microsoft, Inc. All rights reserved.

Also contained on this CD-ROM are two (2) different symbol/logo applications* Both are supplied for use in interactive film or video projects, presentations, and broadcast media.

AFR_Logo_Blue_Fade2.mov This five second intro begins on a blue field. The metallic logo fades in, holds for four seconds and fades back out to blue.

AFR_Logo3_Black.mov This five second intro starts with a star field. The metallic winged element flies in like a bird, then the logo type floats in. Once the logo is completed, the star background fades to black.

BE TRUE TO THE BLUE

As technology and media advances, materials containing or utilizing the Air Force Reserve brand may evolve after the printing of this manual. In that event, we will provide timely updates.

However, one thing that will not change is the conviction and dedication to duty that is embodied by the men and women of the Air Force Reserve. The loyalty you show in service should be demonstrated in the care you take to deploy the brand. Remember, the Air Force Reserve brand is our image as perceived by the public, and care must be taken to never do anything to endanger the traditions that have taken decades to establish. Be True to the Blue and keep the spirit of our core values alive.

For further clarification or special permissions, please contact Air Force Reserve Command Recruiting Advertising (AFRC/RSAA).