USMC Branding Guidelines - 2019.pdf

USMC RECRUITING FACILITY

BRAND GUIDELINES

REVISION 5 — OCTOBER 2019

USMC RECRUITING FACILITY BRAND GUIDELINES — OCTOBER 2019

MAIN HEADER

Engagement area panels and posters 36

Standard, medium, and small sets 37

Standard transformation strip 38

Medium transformation strip 39

Small transformation poster 40

Photo panels 41

Small photo panel 42

Chain of Command photo panel 43

Small Chain of Command panel 44

Posters and advertising 45

Personal and district expression items 46

Fixtures and furniture

Brochure rack

Media flat-screen display, flat-screen mount

Media stand

Couch

Chairs, nonstandard furniture

Personal expression shelf

Workstations

Ballistic panels, file cabinets, printer stand

Lockers

Glass doors and office windows

Ceiling lighting fixtures 57

Introduction 1

Glossary 9

Planning 10

Prospect and user experience:

developing functional zones 11

Functional zones and size considerations 12

Exterior (or storefront) 13

Engagement area 15

Recruiter work spaces 18

NCOIC office 19

Support areas 20

Build-out checklist 21

Resources 22

Specifications 23

Typography 24

Color palette 25

Wall paint guidelines 26

Signs and graphics

EGA wall

EGA self-supporting partition

Marines branded wall

Exterior (or storefront)

Decorated awnings

EGA window sign (optional)

Marines blade sign Marines fascia sign Marines cabinet sign 35

CONTENTS

These guidelines address two critical areas for branding Marine Corps recruiting facilities:

Planning addresses the overall concepts behind the environmental layouts

Specifications give exact information on how to achieve the design concepts

Note: This PDF is intended for low-resolution output or screen use only and may not feature accurate color representation. To ensure color accuracy, always refer to the color palette page in the specifications section of these guidelines.

introduction

This guide details how to correctly implement the design of the United States Marine Corps (USMC) Recruiting Facilities program.

It is intended to help Marine staff and contractors effectively incorporate new design elements into all phases of the recruitment experience.

FACILITY BUILD-OUT PROCESS

Existing or new Recruiting Sub-station (RSS) or Permanent Contact Station (PCS) locations under consideration for the new branded environment design will be reviewed by the Army Corps of Engineers (ACoE) and Marine Corps Recruiting Command (MCRC) based on a variety of financial and geographic suitability factors. Following this, each site will be checked for the ability to accommodate the new recruiting facility brand design based on criteria illustrated in these guidelines.

The ability to implement the approved branding scheme should be taken into consideration when choosing a new recruiting facility. Once the recruiting facility location has been approved, it can enter the construction phase.

USMC RECRUITING FACILITY BRAND GUIDELINES — OCTOBER

Communicate design, goals, and management criteria to contractor

Contractor surveys site and provides preliminary pricing and schedule

Signage and fixture vendors complete installation

MCRC notifies approved signage and fixture vendors

Contractor coordinates with signage and fixture vendors

NCOIC approves and signs off work as complete

Recruiting facility staff moves in

MCRC

reviews and approves

All civic code requirements signed off

MCRC

reviews and approves

MCRC

reviews and approves

Contractor submits architectural plans for review and comment

Contractor finalizes architectural plans and pricing

Contractor begins site work

Contractor completes site work Signage and fixture vendors begin fabrication

Signage and fixture delivery

Identify ACoE-approved local contractor with appropriate capabilities

Choose and approve suitable recruiting facility site

USMC

Recruiting Facility Brand Guidelines

USMC

Recruiting Facility Brand Guidelines

USMC

Recruiting Facility Brand Guidelines

2USMC RECRUITING FACILITY BRAND GUIDELINES — OCTOBER 2019

INTRODUCTION

The purpose of the recruiting center is to be an inviting space for both the recruiter and recruit, reflecting the vision and mind-set of the Marine Corps throughout the entire recruiting process.

PROGRAM OBJECTIVES

To understand the objective of the program, it is helpful to put the recruiting facility into context with our other communications, such as marketing materials for potential recruits. The recruiting facility must seamlessly continue the story of the Marine Corps as presented in all communication efforts.

Professional environment The USMC is an elite military institution with a critical mission. Our environments must consistently and efficiently reflect the stature of the Marine Corps and its business. Every element of the new design has been carefully considered to create a professional environment without waste or excess.

Emphasis on engagement Our recruiting facility design not only improves the functional space for office activities, it provides a positive environment for engaging potential recruits. The engagement area takes traditional displays such as the Poolee and new Marine panels and pairs them with seating areas that invite potential recruits or their influencers—such as parents or friends—into a dialogue.

Branded environment The Marine Corps identity is strengthened by consistent use of its brand elements, integrating the strength of the Corps through all touchpoints. In doing so, it will increase the power of our communications and create a greater brand for the Marine Corps.

Branded Marines and EGA walls at RSS Riverside, California

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THE MARINES BRAND

A Marines recruiting facility is a highly visible face of the Marine Corps. The symbols, colors, graphic communications, and furniture that define our recruiting facilities are designed to reflect the symbolism of the Marine Corps uniform. Like the uniform, there is an expectation of consistency, cleanliness, and pride in appearance in all recruiting facility locations. Ongoing cleaning and maintenance of the recruiting facility—including repairs such as changing burned-out lightbulbs, or repairing walls that have been scuffed or damaged—must be a priority.

Whether entering a recruiter’s office or viewing a recruiting facility from the street, a visitor should recognize the new center as a Marine Corps location. Consistent execution of this “retail face” will keep the Marine Corps top-of-mind in the community, giving us an advantage over other organizations competing for our audience’s attention.

DECLUTTERING

For successful implementation of the program, extraneous, outdated, or redundant promotional materials, furniture, fixtures, or other items must be removed or sent to DRMO (Defense Reutilization and Marketing Office).

Personal awards and plaques should be limited to the immediate recruiter workstations in the Noncommissioned Officer in Charge (NCOIC) office and in designated personal expression areas as defined on page 46.

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BRANDed walls Each part of the recruiting facility is endorsed by powerful brand graphics, displayed prominently on facility walls within the functional zones. Brand wall graphics and colors are applied in the same way in both RSS locations and in smaller locations such as PCS facilities.

Transformation Wall Becoming a Marine is a journey. The panels that make up the transformation strip include images that illustrate the many steps along the way. Panel sets are available in a variety of sizes to fit all recruiting locations and are best located in the engagement area on a USMC Recruiting Blue or USMC Recruiting Khaki wall, depending on the layout and painting plan for the location.

EGA WALL

The USMC Recruiting Red wall with the large EGA (Eagle, Globe, and Anchor) graphic is an important visual component of the new recruiting facility brand. Whenever possible it should be visible through the glass window or storefront, or from the entry door—or both. The one-color line art version of the EGA is applied as large as possible whenever space allows.

marines WALL The Marines wordmark is always placed on a USMC Recruiting Blue wall midway between head height and ceiling, scaled to 80% of the wall width and centered. In this wall application only, the tagline “The Few. The Proud.” is not used. Most locations will place the wordmark near the recruiter workstations, based on the layout of the space.

In locations with limited open wall space, the wordmark is optional to allow room for proper installation of the transformation strip.

Refer to the Specifications section of these guidelines for details on paint colors and graphics.

5USMC RECRUITING FACILITY BRAND GUIDELINES — OCTOBER 2019

expression items Just as ribbons and awards have a precise place on a Marine’s uniform, they have a specific location within the recruitment facility environment. Personal and district expressions of awards and achievements are important engagement components.

Personal expression items should be displayed within a recruiter’s workstation, while RS (Recruiting Station) and district expression items should be displayed in common areas.

Never mount or hang any items on the EGA wall.

Personal expression items are displayed at recruiter workstations or in the NCOIC office

RS / district expression materials are framed or mounted for display in the engagement area

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best practices

The PCS in Grapevine, Texas, makes good use of a premium retail mall location. Passersby are drawn to the electrical letters over the door and media screen in the display window.

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The Franklin Tennessee RSS had ample floor area to create a generous engagement area.

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Located in Cedar Hill, Texas, this PCS shows how personal expression items can be neatly displayed adjacent to the recruiter workstations.

9USMC RECRUITING FACILITY BRAND GUIDELINES — OCTOBER 2019

GLOSSARY

Branding terms

• Brand: the collective image and attributes one associates with the Marines

• Logo: the brand symbol of the Marines; includes the EGA symbol above the Marines wordmark

• Transformation: the change from a recruit to a Marine

• Transformation strip: main display wall

• Wordmark: formalized art in the form of letters spelling out the word “Marines”

Design implementation terms

• Cabinet (sign): box or case for an internally lit sign

• Channel letters: internally lit metal sign of individual letters

• EPS file: Encapsulated PostScript, a DSC-conforming PostScript document intended for use as a graphics file format. That is, EPS files are more or less self-contained, reasonably predictable PostScript documents that describe an image or drawing and can be placed within another PostScript document.

• Facade: the front or face of a building

• Fascia (sign): the horizontal band at the top of a building

• Halo lighting: indirect lighting technique using a sign’s internal lamps to shine on the wall behind it

• Illuminated signs: signs that light up from within

• JFRC: Joint Forces Recruiting Center

• LAN: local area network

• MDF: medium-density fiberboard

Recruiting terms

• ACoE: Army Corps of Engineers

• DEP: Delayed Entry Program

• DRMO: Defense Reutilization and Marketing Office

• EGA: Eagle, Globe, and Anchor

• MCRC: Marine Corps Recruiting Command

• MPA: Marketing and Public Affairs

• NCOIC: Noncommissioned Officer in Charge

• OSO: Officer Selection Office

• PCS: Permanent Contact Station

• Poolee: recruit contracted into DEP

• RS: Recruiting Station

• RSS: Recruiting Sub-station

• USMC: United States Marine Corps

10USMC RECRUITING FACILITY BRAND GUIDELINES — OCTOBER 2019

PLANNING

The recruiting facilities are divided into functional zones:

• Exterior (or storefront)

• Engagement area

• Recruiter and officer work space

• Support area

The size of each zone is based on the recruitment facility size and the types of activities that take place in each zone.

Each contains a set of USMC symbols and colors, graphic communications, furniture, and fixtures. The arrangement of all the elements create a uniform user experience across all Marine Corps recruiting facilities.

Exterior or storefront Graphics is no longer utilized

Engagement area

Support area

Storage

Support area

Test / interview room

Recruiter and officer work space

NOTE: Where only one wall in a facility is long enough for the transformation strip, the Marines wall vinyl may be placed elsewhere, or omitted.

NOTE: Red wall should face the entrance or the storefront, and be large enough to display a large-scale EGA graphic. NOTE: Furniture and workstation placement should always be determined at the same time as choosing wall colors.

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planning prospect and user experience:

DEVELOPING FUNCTIONAL ZONES

The diagram below illustrates the steps in the experience and the elements within each of those steps. The functional zones and their relationship to one another have been designed to support this sequence of experience.

Approaching the recruiting facility

Exterior

Building facade

Flags / banners

Large identity signs

Vehicles

Storefront

Address

Hours of operation

Posters

Recruiter contact information

Security information

Small identity signs

Temporary window graphics

Window displays

Artifact display table

Brand signs

Brochure display

Couch and chairs

District expression items

Flags / banners

Flooring / carpet

Media player

Photo displays

Posters

Publications

Pull-up bar

Engagement area

Marines branded elements

Consulting with the recruiter

Books

Business cards

Chairs

Computer / web access

Divider panels

Information library

Personal expression items

Recruiter desk

SBC materials

Seating

Recruiter work area Follow-up interviews

Recruiter outreach

Return visits

SBC materials

Website / online

Post-visit experiencePre-visit experience

Direct mail

Job fairs

Magazines, newspapers

Marine Corps Band

Off-site presentations

School visits

Sports, sponsorships

TV, film, public service announcements

Website / online research

The areas within the RS and PCS have been organized to achieve an effective sequence for the recruiting experience— they flow seamlessly from the USMC media and communications the prospects have seen before visiting the RS, and support USMC activities beyond the initial visit.

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TEST /

INTERVIEW

Min. 50 sq. ft.

STORAGE

Min. 50 sq. ft.

RECRUITER WORK SPACE

Min. 54 sq. ft. per workstation

NCOIC OFFICE

Min. 120 sq. ft.

ENGAGEMENT AREA

Min. 136 sq. ft.

STOREFRONT

STOREFRONT

TEST /

INTERVIEW

Min. 50 sq. ft.

STORAGE

Min. 50 sq. ft.

RECRUITER WORK SPACE

Min. 54 sq. ft. per workstation

ENGAGEMENT AREA

Min. 105 sq. ft.

When considering a new recruiting facility location, evaluate the floor plan for how effectively the functional zones and sizes can be accommodated, as shown below.

Each zone of a facility contains brand elements (specific wall colors, graphics, fixtures, and furniture) most appropriate to its function, and each is in a predetermined relationship based on the desired order of encounter. The engagement area is always as close to the front door as possible, and the recruiter work space is

Functional Zones and

SIZE CONSIDERATIONS

PLANNING

RSS minimum square footage allotments

Recruiter work space Office Engagement and support areas Total

2 MAN 150 sq. ft. 120 sq. ft. 268 sq. ft. 538 sq. ft.

3 MAN 225 sq. ft. 120 sq. ft. 298 sq. ft. 643 sq. ft.

4 MAN 300 sq. ft. 120 sq. ft. 298 sq. ft. 718 sq. ft.

PCS minimum square footage allotments

Recruiter work space Engagement and support areas Total

2 MAN 75 sq. ft. 238 sq. ft. 313 sq. ft.

3 MAN 150 sq. ft. 268 sq. ft. 418 sq. ft.

4 MAN 225 sq. ft. 298 sq. ft. 523 sq. ft.

PCS plan

RSS plan always directly adjacent to the engagement area. Visitors should always step into the engagement area first, recruiter work space second; never position a work space or recruiter’s desk next to the front door.

Always position the recruiter’s desk to face the front of the facility.

If the recommended configuration is not possible and a nonconforming floor plan must be used, contact MCRC for assistance in achieving the best layout.

Before ordering any branded materials such as furniture, fixtures and photo panels, ask your real estate specialist to provide the Logistics Officer with accurately sized plans and photos — architectural elevation drawings, if available—of the location.

Document locations of all windows and doorways, fire extinguisher cabinets, local area networks (LAN) drops, outlets and switches, thermostats, etc., on plan and elevation drawings to confirm the correct sizes of items to be installed in the build-out process.

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Exterior (or storefront)

The recruiting facility exterior is the retail face of the Marine Corps. It must have superior visibility from the street and properly use Marine Corps symbols, colors, and identity.

Recruiting facility staff contact information and hours of operation are always displayed at the entrance door.

Recruiting facilities with large glass lobby windows or glass storefronts use the storefront perforated windows graphic, providing a degree of privacy without creating a security challenge. I

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exterior (or storefront) electrical signs

Illuminated signs are appropriate wherever space is available on the building fascia above the storefront or entry door of the recruiting facility. Because these signs are mounted on the building (and contain electrical wiring), permission will normally be required from the building owner and a sign permit obtained from the city planning department.

For a recruiting facility with good street visibility and glass windows, an illuminated EGA window-mounted sign is an option. Because these signs are mounted inside the recruiting facility, a sign permit from the city planning department may not be necessary. The EGA window sign may be used with or without a fascia-mounted sign above it.

PLANNING

Storefront with fascia-mounted electrical sign Storefront with combination fascia-mounted and illuminated window-mounted EGA

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The engagement area serves as a welcoming place for applicants and visitors

PLANNING

engagement area

The recruiting facility provides a positive environment for engaging potential recruits and discussing a future in the Marine Corps with interested applicants. Designed to stimulate dialogue about the process of becoming a Marine, the engagement area should be placed just inside the main entry door—or very near

it. RSS and district expression items including flags, performance awards, and plaques are displayed in common areas and add regional flavor to the facility.

SEATING

Providing a couch and chairs helps to establish a central focal point within the engagement area that is inviting and distinctly separate from the recruiter’s work space. A couch creates a casual place and encourages visitors to stay.

VIDEO AND MEDIA DISPLAY

The flat-screen media display is a recruiting power tool, providing a touchpoint immediately recognizable as technologically up to date and the best method to view media available from your Marine Corps marketing representative.

These quality films and videos provide relevant and accurate depictions of Marine Corps history, Marine Corps life, or of Marines in action. A more compact variation of the flat-screen display is provided for the smaller recruiting office locations, such as PCS locations.

The engagement area is located just inside the main entrance

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RSS (or large PCS) with standard display set

Every recruiting facility design—large to small—has an area dedicated to imagery and artifacts of the USMC. These photographs are a public record of the success of each recruiting facility and serve as an important part of a recruit’s engagement process.

transformation strip Becoming a Marine is a journey. The panels that make up the transformation strip include images that illustrate the many steps along the way.

These images are designed to stimulate discussion about the process of becoming a Marine and to illustrate why Marines are considered the elite warriors of our nation’s armed forces. Large recruiting facilities use a 12-image strip; a more compact variation is provided for smaller recruiting offices such as a PCS.

photo DISPLAY PANELS Every recruiting facility features photographs of Poolees, new Marines, and the Marine Corps Chain of Command. The three panels represent different things:

• The dark yellow “Poolees” panel symbolizes the potential each contracted recruit has. Only those who have made the commitment to enlist may have their photograph placed on this panel.

• The red “Marines” panel signifies the sacrifice that each individual makes and that all Marines share in, a vital part of the Marine Corps heritage. Only photos of those who have earned the right to be called a Marine are placed on this panel.

• The blue “Chain of Command” panel proudly displays the photographs of the Marines’ leadership. These images represent the ultimate potential of any person who enlists.

engagement area

PRESIDENT OF

THE UNITED STATES

SECRETARY

OF DEFENSE

SECRETARY

OF THE NAVY

COMMANDANT OF

THE MARINE CORPS

SERGEANT MAJOR OF

THE MARINE CORPS

MCRC COMMANDING

GENERAL

MCRC

SERGEANT MAJOR

REGION COMMANDING

GENERAL

REGION

SERGEANT MAJOR

DISTRICT

COMMANDING OFFICER

RS COMMANDING

OFFICER

RS

SERGEANT MAJOR

DISTRICT

SERGEANT MAJOR

PRESIDENT OF

THE UNITED STATES

SECRETARY

OF DEFENSE

SECRETARY

OF THE NAVY

COMMANDANT OF

THE MARINE CORPS

SERGEANT MAJOR OF

THE MARINE CORPS

MCRC COMMANDING

GENERAL

MCRC

SERGEANT MAJOR

REGION COMMANDING

GENERAL

REGION

SERGEANT MAJOR

DISTRICT

COMMANDING OFFICER

RS COMMANDING

OFFICER

RS

SERGEANT MAJOR

DISTRICT

SERGEANT MAJOR

PRESIDENT OF

THE UNITED STATES

SECRETARY

OF DEFENSE

SECRETARY

OF THE NAVY

COMMANDANT OF

THE MARINE CORPS

SERGEANT MAJOR OF

THE MARINE CORPS

MCRC COMMANDING

GENERAL

MCRC

SERGEANT MAJOR

REGION COMMANDING

GENERAL

REGION

SERGEANT MAJOR

DISTRICT

COMMANDING OFFICER

RS COMMANDING

OFFICER

RS

SERGEANT MAJOR

DISTRICT

SERGEANT MAJOR

Medium PCS with medium display set Small PCS with small display set

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Pull-up bar Engagement area brochure rack planning engagement area

PULL-UP BAR

The Marine Corps pull-up bar is an important tool for recruiters.

Challenging potential recruits with basic physical tests helps to prove that the Marine Corps is discriminating and serious about whom they choose to become a Marine.

The pull-up test provides the most direct hands-on connection between a potential recruit and the Marine Corps. Its use is encouraged—it should always appear clean but well-used, and be visible to anyone who enters the recruiting facility, ready to challenge them. Potential recruits should face away from the wall to help prevent scuffing it.

BROCHURE RACK

The brochure rack displays printed marketing and communication materials available from your Marine Corps marketing representative. It should be placed within easy reach of the engagement area, accessible to both visitors and recruiters. A smaller rack is available for PCS use where floor space is limited.

The rack should be kept stocked with all current printed brochures and incentives; it should not be used to hold or store non-Marine items, such as magazines, fliers, or coupons.

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Recruiter workstation with personal expression items; RS/district expression items are displayed in the engagement area of the facility planning

RECRUITER work spaces

The workstation is the personal domain of the recruiter—it’s where the business tasks related to the recruiting mission take place.

Marine business is serious business—the workstation should always have a clean, uncluttered, professional appearance.

The workstation may reflect the personality of the occupant within the context of a Marine Corps recruiting facility—with personal expression items such as memorabilia, awards, plaques, and family photos. The wall-mounted engagement shelf and the tack board panel surfaces are provided for this purpose. A desktop hat shelf is also provided for additional display space.

Workstation divider ballistic panels are designed to assist the recruiting mission, and define the professional work space for each recruiter. They provide a sense of order that reflects the discipline inherent in the Marine Corps.

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NCOIC OFFICE

As a leader, the NCOIC works from a personal office within the RSS. His or her office may also provide a quiet space for meetings or it can be used by other recruiters. The minimum recommended floor area for the NCOIC office is 120 square feet.

The NCOIC’s office may reflect an officer’s personality through display of memorabilia, awards, and photographs. Because it is an extension of the RSS, it also uses the approved wall colors, flooring, and fixtures.

The main entry door, interior NCOIC office doors, and the test room door should have a single glass panel. Windows in the NCOIC office should not interfere with graphics (e.g., the EGA symbol) on the outside walls.

NCOIC office workstation with personal expression items; RS/district expression items are displayed in the engagement area of the facility

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Caption goes here, only if needed.

Doors to storage and test room; lockers may be placed in the open work areas when there is room

Test rooms can be used for interviews or one-on-one meetings

The storage room should be neat, clean, and organized planning lockers In the RSS or larger PCS, lockers serve two specific functions:

They provide a visual connection to military life, and they serve as additional storage space to help maintain a clean and uncluttered professional appearance. Lockers are used to store civilian attire, extra uniforms, personal items, and equipment.

They must be kept clean. Do not apply any stickers, decals, or other decorations—not even Marine-branded items—to the lockers.

storage room The storage room is vital to the professional appearance of the Marine Corps recruiting facility. Extra marketing materials or other recruiting facility supplies and equipment can be kept here. The space should be well lit, ventilated, and secure.

It is an ideal location for telephone or cable hubs, routers, and servers.

In a PCS or small RSS with limited space, the printer/fax/ copier may be placed in the storage room. For safety reasons the door must have a secure lock that can be opened from the inside.

Test / INTERVIEW Room The test room must be quiet and comfortable without being too private. A glass panel door is preferred; if not available, a glass window in the door or wall can be used.

A table and two chairs are furnished in the room, and the walls may be used for charts, awards, or to display Marine Corps marketing materials. The room must be well lit and ventilated, and may also be used as a computer work room. The minimum recommended floor area for the test room is 50 square feet; do not use it for storage.

Support areas

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Obtain facility floor plan drawings with dimensions

Determine placement of engagement area (near entry)

Determine placement of workstations

Determine placement of LAN drops

Determine placement of EGA wall

Note: If no suitable wall for EGA wall, can a wall be added?

Determine other wall colors (see page 27)

Determine where / what size engagement area panel set(s) will fit

Determine RS/district and personal expression component areas

Determine location of pull-up bar

Lay out recruiter workstations

Fixtures

NCOIC office glass door installed

Interview / test room glass door installed

Lockers—one per recruiter

DRMO: obsolete, damaged, or redundant items to be disposed of

Recruiter workstations

NCOIC workstation

Lid shelf on each desk

Personal expression shelf on wall at each workstation

Interview / test room glass door installed

Printer stand / file cabinets

Interview / test room table or desk

Furniture

Visitor chairs

Engagement area couch

TV stand

Display table

Marketing materials display

Printer stand / file cabinets

Lockers

NCOIC file cabinet

DRMO: obsolete, damaged, or redundant items to be disposed of

Before paint

Chair rails removed

Army Corps of Engineers (ACoE) requirements for wall repair / finish met

LAN drops neatly run to all workstation locations

Paint

Contractor met paint product and color spec

Gray trim on doors, door / window frames

Gray switch and outlet cover plates on USMC Recruiting Red or USMC Recruiting Blue walls

72 hours dry time before wall vinyl can be applied minimum

Signs and graphics

Marines wordmark (optional; see Specifications section) on USMC Recruiting Blue wall

EGA applied on USMC Recruiting Red wall

Storefront / glass vinyl graphics

Exterior electrical sign size and message (optional)

Blade sign in entry hallway (optional)

Engagement area panels on USMC Recruiting Blue or USMC Recruiting Khaki wall(s):

Transformation strip

Poolee photo panels

Marines photo panels

Chain of Command panel

Expression items planning

BUILD-OUT checklist

NOTE: Document locations of all windows and doorways, fire extinguisher cabinets, LAN drops, outlets and switches, thermostats, etc., on plan and elevation drawings of the facility to confirm the correct sizes of items to be installed in the build-out process.

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resources

Please contact your Chain of Command with any questions about the branding scheme.

For specific information, contact the RS executive and supply officers, district logistics officers, and facilities representatives.

Download files and see documentation notes and contact the MCRC G-4 and facilities representatives.

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specifications

Recruiting facilities comprise a variety of floor plans and sizes.

Smaller recruiting locations, such as PCS or Officer Selection Office (OSO) facilities, use the smaller fixtures and display sets.

Offices with more wall space use the larger fixtures and display sets.

Artwork files and construction specifications for recruiting facility branding fixtures and elements may be obtained from RS executive and supply officers, district logistics officers, facilities representatives, and the MCRC G-4 and facilities representatives. See Resources, page 22.

NOTE: Changes to specifications shown in these guidelines must have written MCRC approval.

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Consistent use of brand typography is important in the new design. All permanent recruiting facility signs use only the typefaces shown on this page.

Trade Gothic Medium and Trade Gothic Bold Condensed No. 20 help communicate the proper character of the Marine Corps brand. Always choose the appropriate weight.

Regular or secondary messages can be set in either weight, using normal widths and spacing.

Headlines and other bold text should use Trade Gothic Bold Condensed No. 20 in all capital letters.

Where extra emphasis is needed, Trade Gothic Bold Condensed No. 20 can be made wider, as shown in the example.

Temporary signs—such as the hours of operations—that are printed in-house from a laser printer use Arial Regular or Arial Bold typefaces.

typography specifications TYPEFACES FOR SIGNS AND DISPLAYS

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890?!& Trade Gothic Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890?!& Trade Gothic Bold Condensed No. 20

DUTY ROSTER

Trade Gothic Bold Condensed No. 20 (with 25 point tracking and 198 percent horizontal scaling)

TYPEFACES FOR IN-HOUSE LASER-PRINTED MATERIALS

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890?!& Arial Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890?!& Arial Bold

The colors of the recruiting facility design reflect the colors used in the Marine Corps uniform‑—crisp khaki, deep blue, the red of the blood stripe—and are supported by black, gray, and white. The Marine Corps brand is strongly linked to the color combinations of USMC Recruiting Blue and USMC Recruiting Red. USMC Recruiting Blue is the dominant color, USMC Recruiting Red is secondary, and all other colors support them.

Use only the authorized USMC colors shown in these guidelines.

Never substitute a color.

The standard wall paint colors are available from Sherwin-Williams nationwide. Sherwin-Williams can access the color mixes through the Sherwin-Williams national database.

color Palette specifications

WALL PAINT

VINYL GRAPHICS

FIXTURES AND FURNISHINGS

USMC Recruiting Black 3M 7725-12 standard color gloss vinyl

Sherwin-Williams United States Marine Corps Recruiting Blue Finish: eggshell

Sherwin-Williams United States Marine Corps Recruiting White Finish: eggshell

Sherwin-Williams United States Marine Corps Recruiting Gray Finish: semigloss

Sherwin-Williams United States Marine Corps Recruiting Red Finish: eggshell

Sherwin-Williams United States Marine Corps Recruiting Khaki Finish: eggshell

USMC Recruiting Silver 3M 7725-120 standard color gloss metallic vinyl

USMC Recruiting White 3M 7725-10 standard color gloss vinyl

USMC Recruiting Dark Yellow (or

PANTONE® 4505 C)

custom color match matte vinyl

USMC Recruiting Dark Beige (or

PANTONE® 451 C)

custom color match matte vinyl

Use this color on black backgrounds

Use this color on blue backgrounds

Use this color on red backgrounds

Preferred for metals, desk edging, media, desk lamps, electronics, frames, guidons, etc.

Preferred HPL laminate for cabinet work and lobby furniture

Alternate for metals, door hardware, task lamps, etc.

Preferred HPL laminate for work surfaces

Steelcase 2923 Shadow Micro (Gray)

Black Finish: semigloss or satin

Preferred for ceiling-mounted lighting fixtures

White Finish: semigloss or gloss

Silver metal with polished or brushed finish

ARPA 0509

Midnight Black Smart wood finish

In lieu of the USMC colors listed on this page, you may use the following PANTONE® Colors, the standards for which are shown in the current edition of the PANTONE formula guide. The colors shown on this page have not been evaluated by Pantone for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Color Publications for accurate color. PANTONE® is the property of Pantone LLC.

USMC RECRUITING FACILITY BRAND GUIDELINES — OCTOBER

CARPET

Carpet Tile, 26 oz., 24"x24" Installation Method: Monolithic Installation Adhesive: "LokDots" Adhesive System Cove Base: 4" High Rubber (Johnsonite/Tarkett) Color #40, Black

Shaw, USMC Recruiting #710S4 Lead 49500

26USMC RECRUITING FACILITY BRAND GUIDELINES — OCTOBER 2019

wall paint guidelines

• The two most prominent walls (most visible from the approach (or storefront) are to be painted USMC Recruiting Red and USMC Recruiting Blue, with the USMC Recruiting Red wall set toward the back.

• USMC Recruiting Blue is used on one single prominent wall or a prominent pair of adjoining walls (e.g., one “long run” of blue). USMC Recruiting Blue can be used sparingly on shorter walls.

• USMC Recruiting Red is used on only one single prominent wall or prominent pair of adjoining walls (e.g., one “block” of USMC Recruiting Red for the EGA wall).

• Do not overuse USMC Recruiting Red. Never place a USMC Recruiting Red wall inside a small room or in the NCOIC’s office.

• ACoE requires contractor to provide gray-color switch and outlet plates on all USMC Recruiting Red or USMC Recruiting Blue painted walls.

To ensure the recruiting facility interior maintains the proper appearance, use these guidelines for choosing the four wall colors.

Chair rails are not part of the recruiting facility design. Remove all chair rails in existing locations before painting.

• USMC Recruiting Khaki walls may adjoin with USMC Recruiting Red or USMC Recruiting Blue walls, but ideally should not be placed between a USMC Recruiting Red wall and a USMC Recruiting Blue wall. Preferably, a USMC Recruiting Red wall will always adjoin a USMC Recruiting Blue wall.

• USMC Recruiting Gray paint is used only on doors, door frames, and window frames (both sides). Gray is never used on a wall.

• USMC Recruiting White paint may be used only inside enclosed rooms, or on walls that are not visible from the outside when looking in to the recruiting facility from outside.

• Color breaks generally occur on inside corners only— do not change colors mid-wall.

USMC Recruiting White eggshell paint

Doors, door frames, window frames painted USMC Recruiting Gray semigloss enamel

USMC Recruiting Red eggshell paint

USMC Recruiting Blue eggshell paint

USMC Recruiting Khaki eggshell paint

NOTE: Exhibit shown for example only. Wall colors to be selected according to location of walls, doors, windows, or other features.

27USMC RECRUITING FACILITY BRAND GUIDELINES — OCTOBER 2019

ega WALL The Marine Corps EGA graphic is made from color inkjet printed, die-cut self-adhesive matte finish vinyl. The vinyl is USMC Recruiting Dark Yellow, a non-metallic custom color. To ensure proper wall adhesion, always follow exactly the approved material and installation specifications provided.

To obtain EPS art files or material specifications, see Resources, page 22.

SIGNS AND GRAPHICS

3'-0"

Varies, 3'-6" min.

6”

EqEq

Lobby wall is painted USMC Recruiting Red.

EGA graphic is surface-applied self-adhesive vinyl.

Color to match USMC Recruiting Dark Yellow.

The EGA graphic is always large (3'-6" high minimum) and placed high on the red wall.

Scale the EGA as needed to fit the available wall size and ceiling height.

If placed on a long wall where no fixtures or furniture will block it, the EGA can be bigger and closer to the floor.

Note: Allow 72 hours minimum paint dry time before wall vinyl is applied.

28USMC RECRUITING FACILITY BRAND GUIDELINES — OCTOBER 2019

SIGNS AND GRAPHICS

ega self-supporting partition Where the existing floor plan or layout at a recruiting facility does not provide a suitable wall for the EGA red wall component, a self-supporting panel can be installed. It should be sized and positioned to meet all other visibility requirements of the EGA wall.

This partition panel is available from the same supplier as the workstation dividers.

Sample specifications:

• Size: as needed

• Metal frame

• Tensioned fabric or vinyl face

• Leveling capability

• Main panel color: USMC Recruiting Red

• EGA color: USMC Recruiting Dark Yellow

• Frame color: silver metallic

3'-0"

6"

EqEq

29USMC RECRUITING FACILITY BRAND GUIDELINES — OCTOBER 2019

MARINES branded wall The Marine Corps wordmark is made from custom-color inkjet printed die-cut self-adhesive vinyl and is surface mounted. As a heroic brand symbol, it should be displayed as large as possible.

Always scale the wordmark proportionally to best fit the length of the wall. The diagram shown below is based on a typical wall at a location with a 10’-0” ceiling height.

The wall surface is always painted USMC Recruiting Blue, and the vinyl for the wordmark color is always USMC Recruiting Dark Beige, a non-metallic custom color. To ensure proper wall adhesion, always follow exactly the approved material and installation specifications provided.

To obtain EPS art files or material specifications, see Resources, page 22.

SIGNS AND GRAPHICS

10% 10%80%

Eq.

Eq.

Varies based on wall length

Wall Paint:

Large lobby wall painted eggshell finish USMC Recruiting Blue color

Material:

Marines wordmark is surface-applied matte finish vinyl with ultra high bond adhesive.

Vinyl to match custom USMC Recruiting Dark Beige color

Note: Allow 72 hours minimum paint dry time before wall vinyl is applied.

30USMC RECRUITING FACILITY BRAND GUIDELINES — OCTOBER 2019

SIGNS AND GRAPHICS

ExTERIOR (OR STOREFRONT) Graphic options for the recruiting facility glass storefront will be the Marine Corps approved perforated graphics for standalone locations and the DoD approved graphics for joint locations where the Marine Corps does not have their own entry and windows.

Vinyl signs of the EGA and Marines wordmark with the tagline “Marines The Few. The Proud.” may repeat where needed. Scale them to fit the available width, as shown.

On the main entry door, place the official USMC logo (EGA above Marines) as shown.

To obtain EPS files, see Resources, page 22.

Specifications:

• Frosted vinyl: 3M 8170-P40 4-mil opaque, cast vinyl film with high gloss finish. Visual obscurity denisty 60/40.

• Gloss over Lamination: 3M 8518

• Edge sealer: 3M 8914

31USMC RECRUITING FACILITY BRAND GUIDELINES — OCTOBER 2019

SIGNS AND GRAPHICS

DECORATED AWNINGS

Where allowed or required by the lease, recruiting facility storefront awnings may be decorated with the Marines wordmark (without the tagline “The Few. The Proud.”). It is applied on the front face of the awning only.

To obtain EPS files, see Resources, page 22.

Specifications:

• Preferred awning material is Sunbrella Marine Blue with “MARINES” wordmark graphic applied in USMC Recruiting Dark Beige (PANTONE® 451 C) color.

• Optional decorated awning material to be black in color with “MARINES” wordmark graphic applied in USMC Recruiting Silver (PANTONE® 877 C, 3M #7725-120 or equal) color.

• When the lease agreement does not permit a Marine Blue or black awning, the “MARINES” wordmark graphic may be applied in white (on dark-colored awnings) or in black (on light-colored awnings).

1/2 X

X

1/2 X

Equal Equal

Awning top– no graphics

Awning face Awning sides– no graphics

Clear space

32USMC RECRUITING FACILITY BRAND GUIDELINES — OCTOBER 2019

SIGNS AND GRAPHICS

ega window sign (optionAL) This electrical sign can be displayed in a location where space does not allow a large window vinyl EGA. It is suspended inside a glass window or storefront, facing outward.

It is internally illuminated, with a painted metal cabinet supporting the translucent vinyl and acrylic face. Recommended sizes:

24", 30", and 36" diameters.

The sign is single-faced, with a plain black metal back, and is equipped with an on/off switch.

To obtain EPS files, see Resources, page 22.

Placement of Marines electrical EGA sign

Marines electrical EGA sign

NOTE: On this sign, the Marines wordmark appears on the face of the sign below the EGA.

33USMC RECRUITING FACILITY BRAND GUIDELINES — OCTOBER 2019

7'-0" Minimum

1.9" 5" Eq

Eq Eq

Eq

2'-6"

SIGNS AND GRAPHICS

marines blade sign Where the door to a recruiting facility is located down a hallway or corridor, a custom self-supporting blade sign can be sourced locally and installed. It should be sized and positioned based on similar signs at the location.

Sample specifications:

• Size: as needed

• Rigid face panels

• Metal wall bracket

• Main panel color: satin black

• Wordmark color: USMC Recruiting Silver

• Frame color: silver metallic

Marines wordmark is surface-applied self-adhesive vinyl

Letter color: USMC Recruiting Silver Background color: black

Mounting bracket to match other similar signs at location

Where allowed by the lease, a blade-mount sign can be installed in a corridor to help identify a recruiting facility entrance. Scale size proportionally as required by site conditions.

34USMC RECRUITING FACILITY BRAND GUIDELINES — OCTOBER 2019

SIGNS AND GRAPHICS

marines fascia sign This electrical sign consists of the EGA symbol in a round cabinet and the Marine Corps wordmark as individual channel letters.

The signs use internal lighting. The silver vinyl EGA lights up white. Both the black and silver letters light up white at night.

The silver letters are used only on dark-colored walls where the silver faces can provide good contrast.

Halo lighting is not used except when required.

To obtain EPS files, see Resources, page 22.

Marines electrical fascia sign with EGA, on light background

Marines electrical fascia sign with EGA, on dark background

Marines wordmark electrical fascia sign, on light background

Marines wordmark electrical fascia sign, on dark background

NOTE: When the EGA round cabinet and Marine Corps wordmark are used together, the round display cabinet displays only the EGA.

35USMC RECRUITING FACILITY BRAND GUIDELINES — OCTOBER 2019

SIGNS AND GRAPHICS

marines cabinet sign This sign is used when a fascia sign consisting of individual channel letters cannot be used. The internally illuminated metal cabinet displays both the EGA and the Marines wordmark.

The cabinet is black. The black face displays a silver vinyl EGA and silver Marines wordmark that lights up white. The Marine Corps wordmark is made from translucent die-cut self-adhesive vinyl.

To obtain EPS files, see Resources, page 22.

Specifications:

• Cabinet dimensions: scalable

• Height to width ratio: 1.25:4

• Cabinet color: satin black

• Face color: opaque satin black

• EGA color: translucent silver

• Letter color: translucent silver

• Stripe color: 3M 3630-53 translucent red

• Retainer color: satin black

Marines electrical cabinet sign with EGA, for PCS and RSS recruiting facilities

Marines electrical cabinet sign with EGA, for OSO recruiting facilities

36USMC RECRUITING FACILITY BRAND GUIDELINES — OCTOBER 2019

Engagement area with standard display set

Engagement area PANELS and posters

The transformation strip and photo display sets are important engagement tools for recruiters. Standard, medium, and small set sizes are available to accommodate different sizes of recruiting facilities.

The standard display set consists of the standard transformation strip, two standard photo panels (one each of “Poolees” and “Marines”), and one standard “Chain of Command” panel.

The medium display set consists of the medium transformation strip, one small “Poolees/Marines” photo panel, and one standard “Chain of Command” panel.

The small display set consists of one small transformation poster, one small “Poolees/Marines” photo panel, and one small “Chain of Command” panel.

NOTE: Do not order a small set for a location where a larger set can be installed.

Account for door openings or other obstructions when ordering.

37USMC RECRUITING FACILITY BRAND GUIDELINES — OCTOBER 2019

standard, medium, and small sets The transformation strip and photo panels are placed in the engagement area immediately inside the entrance to a recruiting facility.

When using either the standard or medium display set, the transformation strip is placed high on the wall, above the Poolees, Marines, and Chain of Command photo panels. Always place the Poolees board closest to the entrance; the Marines panel is always the middle panel of the display and features RS Marines who have successfully completed recruit training. The Chain of Command panel always goes last, farthest from the facility entrance.

When using the small display set (in locations such as a PCS), the transformation poster replaces the transformation strip and is placed adjacent to the small Poolee/Marines photo panel, closest to the PCS entrance. The Chain of Command poster is placed adjacent to the small photo panel, farthest from the PCS entrance.

Engagement area PANELS and posters

PRESIDENT OF

THE UNITED STATES

SECRETARY

OF DEFENSE

SECRETARY

OF THE NAVY

COMMANDANT OF

THE MARINE CORPS

SERGEANT MAJOR OF

THE MARINE CORPS

MCRC COMMANDING

GENERAL

MCRC

SERGEANT MAJOR

REGION COMMANDING

GENERAL

REGION

SERGEANT MAJOR

DISTRICT

COMMANDING OFFICER

RS COMMANDING

OFFICER

RS

SERGEANT MAJOR

DISTRICT

SERGEANT MAJOR

PRESIDENT OF

THE UNITED STATES

SECRETARY

OF DEFENSE

SECRETARY

OF THE NAVY

COMMANDANT OF

THE MARINE CORPS

SERGEANT MAJOR OF

THE MARINE CORPS

MCRC COMMANDING

GENERAL

MCRC

SERGEANT MAJOR

REGION COMMANDING

GENERAL

REGION

SERGEANT MAJOR

DISTRICT

COMMANDING OFFICER

RS COMMANDING

OFFICER

RS

SERGEANT MAJOR

DISTRICT

SERGEANT MAJOR

PRESIDENT OF

THE UNITED STATES

SECRETARY

OF DEFENSE

SECRETARY

OF THE NAVY

COMMANDANT OF

THE MARINE CORPS

SERGEANT MAJOR OF

THE MARINE CORPS

MCRC COMMANDING

GENERAL

MCRC

SERGEANT MAJOR

REGION COMMANDING

GENERAL

REGION

SERGEANT MAJOR

DISTRICT

COMMANDING OFFICER

RS COMMANDING

OFFICER

RS

SERGEANT MAJOR

DISTRICT

SERGEANT MAJOR

Medium engagement area display set Small engagement area display set

Standard engagement area display set

NOTE: the Chain of Command panel aligns with the other panels in the set.

NOTE: Do not order a small set for a location where a larger set can be installed.

Account for door openings or other obstructions when ordering.

NOTE: The photo panels can be placed anywhere under the transformation strip panels. Expression items can be displayed on the adjacent wall space.

38USMC RECRUITING FACILITY BRAND GUIDELINES — OCTOBER 2019

standard transformation strip The standard transformation strip comprises three separate panels consisting of 12 photographic images mounted in a linear progression over a span of almost 18 feet.

Always place the panels in the correct order: The farthest left image shows recruits arriving at recruit training. The image on the far right is a close-up of the EGA pin presented to a Marine upon successful completion of recruit training.

These panels are placed high on the wall above the Poolees, Marines, and Chain of Command photo panels.

To obtain preformatted EPS files of the three photo panels, see Resources, page 22.

Specifications:

• Panel dimensions: 5'-10" w. x 1'-2" h. (x 3 panels)

• Display overall length: 17'-6"

• Frame or edge color: satin black

Engagement area PANELS and posters

5'-10"

1'

2"

Black frame or edge on all panels

17'- 6" (Three 5'-10" long panels)

39USMC RECRUITING FACILITY BRAND GUIDELINES — OCTOBER 2019

medium transformation strip The medium transformation strip comprises two separate panels consisting of 8 photographic images mounted in a linear progression over a span of just under 12 feet.

Always place the panels in the correct order: The farthest left image shows recruits arriving at recruit training. The image on the far right is a close-up of the EGA pin presented to a Marine upon successful completion of recruit training.

These panels are placed high on the wall above the Poolees, Marines, and Chain of Command photo panels.

To obtain preformatted EPS files of the three photo panels, see Resources, page 22.

Specifications:

• Transformation poster dimensions: 5'-10" w. x 1'-2" h.

(x 2 panels)

• Display overall length: 11'-8"

• Frame or edge color: satin black

Engagement area PANELS and posters

5’-10”

1’

2”

Black frame or edge on all panels

11’- 8” (Two 5’-10” long panels)

40USMC RECRUITING FACILITY BRAND GUIDELINES — OCTOBER 2019

small transformation poster The small transformation poster…