J-8 USDA_Visual_Identity Version 4.4.pdf

USDA Rural Development Visual Identity Guidelines December 2022

Visual Identity Guidelines

The purpose of this guide is to help ensure all marketing materials and communications under the USDA Rural Development brand are consistent on all platforms and throughout all channels.

This guide outlines the most basic components of the USDA Rural

Development brand and provides best practices for execution. To maintain brand integrity, it is important to follow the rules in this guide.

Creative Approach

It takes small rural towns, the people who live in them and the people of USDA Rural Development to help America prosper.

Through all creative elements, including imagery and iconography, the USDA Rural Development brand represents the growing rural community and the prosperity they bring to all of America.

USDA Rural Development Logo Lock Up

For Digital and Print Materials

When using the USDA Rural Development lock up, use the version shown below. An earlier version that was used for printed products is being phased out. Until those supplies are depleted you may see that version on printed materials.

The lock up must always be legible, without obstructions and remain unchanged. Typically, the lock up appears very clearly in the top left corner of a product.

Typeface

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Arial Black AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQq RrSsTtUuVvWwXxYyZz1234567890!?@$

Primary Typeface

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Source Sans Regular AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQq� RrSsTtUuVvWwXxYyZz1234567890!?@$� AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQq �RrSsTtUuVvWwXxYyZz1234567890!?@$

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Source Sans Black AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQq RrSsTtUuVvWwXxYyZz1234567890!?@$ AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQq �RrSsTtUuVvWwXxYyZz1234567890!?@$

Digital/Web Typeface

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Digital/Web Typeface

Photography ��Photos should have a soft, warm glow and natural lighting. Whenever possible subjects should directly face the camera to establish a connection with the viewer.

Some exceptions can be made to establish rural elements and environments.

Photography ��Photos should have a soft, warm glow and natural lighting. Whenever possible subjects should directly face the camera to establish a connection with the viewer.

Some exceptions can be made to establish rural elements and environments.

Photography Do’s and Don’ts

DO use Main Street photos that exemplify life in rural small towns. Images should have an iconic quality to them — depicting rural prosperity, resilience, hard work, and strong values — what rural America aspires to be.

DO use images that have natural lighting and bright as well as vibrant colors.

DO use photos of people that capture a moment in time, showing rural Americans in their daily life.

DO use photos where the subject is looking at the viewer whenever possible.

DO crop photos to put emphasis on the subject.

DO NOT alter or tint photography, such as with sepia tones.

DO NOT add gradients to photos to create space for logos and type. Use photos in their purest form possible.

Color Palette The USDA Rural Development brand colors are unspired by nature - representing open blue sky, vibrant green foliage and golden grains ground in rural America.

Guidelines for 508 compliance are different for each color and are indicated within each color swatch.

PRIMARY COLOR SECONDARY COLORS

Big white type Small white type <14pt

Big black type Small black type <14pt

Big white type Small white type <14pt

Big black type Small black type <14pt

Big white type Small white type <14pt

Big black type Small black type <14pt

Big white type Small white type <14pt

Big black type Small black type <14pt

Big white type Small white type <14pt

Big black type Small black type <14pt

Big white type Small white type <14pt

Big black type Small black type <14pt

Medium Blue R41 G90 B142 #295A8F C91 M68 Y20 K4

USDA Green R2 G88 B65 #025841 C100 M0 Y69 K60

PANTONE® 343

Light Green R102 G158 B128 #669E80 C64 M21 Y58 K2

Charcoal R38 G37 B36 #262524 C70 M66 Y65 K70

Gray R206 G202 B200

#CECAC8

C19 M16 Y17 K0

Big white type Small white type <14pt

Big black type Small black type <14pt

Big white type Small white type <14pt

Big black type Small black type <14pt

Big white type Small white type <14pt

Big black type Small black type <14pt

Big white type Small white type <14pt

Big black type Small black type <14pt

Dark Gold R156 G110 B41 #9c6e29 C33 M54 Y100 K16

Harvest Gold R200 G139 B42 #C78A2A C20 M47 Y100 K3

Light Gold R198 G170 B118 #E8C37C C13 M25 Y52 K6

Rust Red R148 G55 B31 #94371f C27 M87 Y100 K26

DO use colors to give variety to materials.

DO use colors in their purest form, whenever possible.

DO NOT screen colors within color blocks whenever it can be avoided.

Dark Blue R22 G37 B76 #16254C C100 M90 Y40 K40

The colors shown on this page and throughout this guide have not been evaluated by Pantone LLC for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Publications for accurate color.

PANTONE® is the property of Pantone LLC. Each Pantone color has a code and colors can be selected from swatch books that display these colors and list the codes for each one. You can view Pantone palettes on a com-puter screen, but please do not rely on this. Looking at a Pantone color on a computer screen is not an accurate representation of how it will print. Only by viewing a swatch book or doing a test run can you see the actual color as it will print. Your local commercial printer will have Pantone swatch books on hand as reference. Keep in mind Pantone colors will look different when printed on a matte paper as opposed to glossy paper. Printers will have a coated swatch book and a matte swatch book showing your chosen Pantone color on each type of paper. There can be a noticeable difference in the coated version of a Pantone number versus the uncoated version.

Super Graphic ��The super graphic is not a logo but a decorative element that serves as a metaphor for rural America’s prosperity. The stripes taper into an apex to denote growth and progress. The super graphic can be deconstructed, rotated or changed in tint. Additionally, it can bleed off the edge or be presented as a whole element.

Super Graphic Do’s and Don’ts

DO use the super graphic over a light or white background in gray or either of the blues in the USDA Rural Development palette with a 15% opacity.

DO NOT use multiple colors in the super graphic at once.

DO NOT use the super graphic over photos.

DO use the white super graphic over color blocks with a 15% opacity.

DO NOT use the super graphic in a color within a color block.

Super Graphic Do’s and Don’ts

The super graphic CAN BE deconstructed and the elements can be rotated and enlarged to fit the composition.

DO crop the super graphic in a dynamic way. This is achieved by the elements bleeding off at least two sides of the shape it is contained in.

DO NOT use more than one piece of the super graphic within the same composition (on a page, panel of a brochure or spread of a brochure.

DO NOT use the deconstructed elements of the super graphic at different scales. They should appear proportionate to each other within a design — even if they appear on different pages.

DO NOT use the super graphic backward.

A reversed American flag is a sign of distress.

Tagline The tagline “Together, America Prospers” should be included on materials whenever possible. It should be set in Arial Light, title case, and should be displayed at a size between a headline and body copy. Note that the tagline does not end with a period.

Together, America Prospers

Iconography Iconography should be simple illustration made of colorful shapes. Icons can stand alone or be used within a containing circle. They should represent the essence of what is being depicted and not be complex symbolism. Do not use clip art for icons. Programs and offices should not create icons on their own. Please see OEA to have an icon created.

Agriculture America

E-connectivity Electric Utlilities

ComputerCalendar

Broadband/ReConnect/ Telecommunications

Disaster Assistance Flood Disaster Assistance Forest Fire

Community ProgramsCivil Rights

Business Programs

Disaster Assistance Hurricane

Disaster Assistance

Accessibility

Iconography

Partnerships

Tools & Resources

Streamlining Programs/ Cutting Red Tape

Innovation

Water Utilities

Hospital

Rural Business

Main StreetLocation Mask

Phone

Warning

Equal Employment Opportunity Branch

Energy Programs

Program Compliance Branch

OneRD Guarantee Limited English Proficiency

Housing Programs

Training

Collateral Materials

USDA Rural Development Executive Overview The USDA RD Executive Overview booklet is a general overview of RD programs and initiatives. It is a useful tool to use as an introduction of RD to stakeholders and as a leave behind for staying power. It has a folder in the back that should house relevant program factsheets, as well as the Summary of Program, financial fact sheets, etc. There is a slot for a business card, as well. Two versions available: 1) print version for in person events; 2) on-line version for email. OEA recommends delivery by hand or mail, when possible, to take full advantage of the presentation.

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Letter Sized Report Cover Template

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6 | USDA Rural Development 2018 Performance Report | 7

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Together, America Prospers

Information on all USDA Rural Development programs is available online or from the office serving your area.

rd.usda.gov

(800) 670-6553 (toll free)

USDA is an equal opportunity provider, employer, and lender.

PA-XXXX | Month 20XX

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Together, America Prospers

Information on all USDA Rural Development programs is available online or from the office serving your area.

rd.usda.gov

(800) 670-6553 (toll free)

USDA is an equal opportunity provider, employer, and lender.

PA-XXXX | Month 20XX

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Laying the Foundations for Prosperity:

Utility and e-Connectivity Infrastructure

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Together, America Prospers

Information on all USDA Rural Development programs is available online or from the office serving your area.

rd.usda.gov

(800) 670-6553 (toll free)

USDA is an equal opportunity provider, employer, and lender.

PA-XXXX | Month 20XX

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4-panel Brochure Template

What is an eligible area?

Rural areas including cities, villages, townships and towns including Federally Recognized Tribal Lands with no more than 20,000 residents according to the latest U.S. Census Data are eligible for this program.

How may funds be used?

Funds can be used to purchase, construct, and/or improve essential community facilities, purchase equipment and pay related project expenses.

Examples of essential community facilities include:

• Healthcare facilities such as hospitals, medical clinics, dental clinics, nursing homes or assisted living facilities

• Public facilities such as town halls, courthouses, airport hangars or street improvements

• Community support services such as child care centers, community centers, fairgrounds or transitional housing

• Public safety services such as fire departments, police stations, prisons, police vehicles, fire trucks, public works vehicles or equipment

• Educational services such as museums, libraries or private schools

• Utility services such as telemedicine or distance learning equipment

• Local food systems such as community gardens, food pantries, community kitchens, food banks, food hubs or greenhouses

For a complete list see Code of Federal Regulations

7 CFR, Part 1942.17(d) for loans;

7 CFR, Part 3570.62 for grants.

What kinds of funding are available?

• Low interest direct loans

• Grants

• A combination of the two above, as well as our loan guarantee program. These may be combined with commercial financing to finance one project if all eligibility and feasibility requirements are met.

What does this program do?

This program provides affordable funding to develop essential community facilities in rural areas. An essential community facility is defined as a facility that provides an essential service to the local community for the orderly development of the community in a primarily rural area, and does not include private, commercial or business undertakings.

Who may apply for this program?

Eligible borrowers include:

• Public bodies

• Community-based nonprofit corporations

• Federally recognized Tribes

Community Facilities Direct Loan & Grant

Information Sheet Template rd.usda.gov

USDA is an equal opportunity provider, employer, and lender.

Folder Template

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Essential Investments to Rebuild Rural Infrastructure Delivering progress to millions of rural Americans through electric smart grids, water, renewable energy, electric programs, and essential systems

USDA Rural Development Highlights

A $40B Overall Investment in Rural America in 2020 Partnering with communities to create jobs, foster innovation, and build resiliency

Prioritizing E-Connectivity and High-Speed Broadband Helping connect rural Americans to critical broadband service invested in telecom/e-connectivity programs, including broadband, distance learning, and telemedicine to support rural broadband expansion through the ReConnect Pilot

Program—including $85M provided through the CARES Act—to connect approximately 280K households, 19K+ farms, and 10K+ businesses invested in broadband through Telecom

Infrastructure and Community Connect programs to connect 58K+ households in rural communities

IN RURAL BUSINESS

$2B

Rural Economic Development Encouraging innovation to accelerate growth in rural businesses invested to expand access to safe drinking water and improve wastewater management systems to improve reliable local water supply for 2.1M rural Americans$2.1B invested through the Community Facilities

Programs for rural infrastructure projects to improve roads, airports, and transportation

$140M

IN HOUSING

$26B

IN INFRASTRUCTURE

$12B invested through the Rural Energy for America Program

(REAP) in 2K+ loan and grants for efficient and renewable energy in rural businesses, projected to generate or save more than 1.8B kWh

$386M invested through the new Higher Blends Infrastructure Incentive

Program (HBIIP) for increased availability of renewable fuels derived from U.S. agricultural products that will help grow biofuels sales by a projected 150M gallons annually$22.4M invested through the B&I Loan Guarantee Program—including $326M provided through the CARES Act—to assist 384 rural businesses while creating and saving nearly 18K jobs

$1.7B

$1.5B invested in 125 projects that upgrade or build electric infrastructure to improve electric service reliability for 10.7M customers across 34 states

$6.3B

$1.3B $187M invested in Smart Grid technology to enhance electric system operations and monitor grid security for rural electric customers

$801M invested through the new Higher Blends Infrastructure Incentive Program (HBIIP) for increased availability of renewable fuels derived from U.S. agricultural products that will help grow biofuels sales by a projected 150M gallons annually invested in 125 projects that upgrade or build electric infrastructure to improve electric service reliability for 10.7M customers across 34 states invested in Smart Grid technology to enhance electric system operations and monitor grid security for rural electric customers invested to expand access to safe drinking water and improve wastewater management systems to improve reliable local water supply for 2.1M rural Americans invested through the Community Facilities Programs for rural infrastructure projects to improve roads, airports, and transportation invested in telecom/e-connectivity programs, including broadband, distance learning, and telemedicine to support rural broadband expansion through the ReConnect Pilot Program— including $85M provided through the CARES Act—to connect approximately

280K households, 19K+ farms, and 10K+ businesses invested in broadband through Telecom Infrastructure and Community Connect programs to connect 58K+ households in rural communities invested through the B&I Loan Guarantee Program—including $326M provided through the CARES Act—to assist 384 rural businesses while creating and saving nearly 18K jobs invested through the Rural Energy for America Program (REAP) in 2K+ loan and grants for efficient and renewable energy in rural businesses, projected to generate or save more than 1.8B kWh

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Together, America Prospers USDA is an equal opportunity provider, employer, and lender.

Together, America Prospers USDA is an equal opportunity provider, employer, and lender.

Together, America Prospers USDA is an equal opportunity provider, employer, and lender.

Rural America’s Partner in Prosperity

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