WORKFORCE IMPLEMENTATION GUIDANCE (WIG) LETTER WORKSOUCE GEORGIA UNIFIED BRANDING STANDARDS

Transcription

1 WORKFORCE IMPLEMENTATION GUIDANCE (WIG) LETTER DATE: August 17, 2016 NO: TO: FROM: SUBJECT: WIG PS LOCAL WORKFORCE SYSTEM STAKEHOLDERS BEN HAMES, Deputy Commissioner WORKSOUCE UNIFIED BRANDING STANDARDS 1. Purpose. To provide guidelines to LWDAs for the statewide implementation and application of the WorkSource Georgia unified brand resulting in a single, statewide universal brand with aligned identities (represented by common names and logos) for LWDAs and the state s one-stop system. The establishment of a unified brand for the state force system will leverage the collective strength of the system and enhance customer awareness and use of vital employment and training services, providing greater clarity and consistency about the Georgia force system s mission and role. Additionally, the use of a statewide brand across all nineteen LWDAs will further assist Georgia in achieving the one-stop system vision set forth in WIOA. 2. References. 3. Definitions. PS TEGL TEGL CFR (b) LWDA Local Workforce Development Area SWDB State Workforce Development Board AJC American Job Center 4. Background. On February 24, 2016, the SWDB unanimously approved the brand name, establishing WorkSource Georgia as the single, statewide unified brand for Georgia s force system. This universal brand will apply directly to LWDAs and the one-stop delivery system, creating aligned brand names and logos system-wide. The state notified each LWDA of their proposed local identifier on April 15, After final identifiers were selected on May 19, 2016, the SWDB unanimously approved the WorkSource Georgia logo created by the Blue Sky Agency. 5. Nomenclature. When referring to the unified brand name, whether state, regional, or local, WorkSource must appear in writing as one word with no space between Work and Source. The W and S must always be capitalized. WorkSource is to be followed by either Georgia or the specific geographic locater or regional identifier adopted by the LWDA approved by the state. The word Georgia may not be abbreviated

2 to GA when referring to the statewide brand. The following are the unified brand names approved by the state: LWDA 1 LWDA 2 LWDA 3 LWDA 4 LWDA 5 LWDA 6 LWDA 7 LWDA 8 LWDA 9 LWDA 10 LWDA 11 LWDA 12 LWDA 13 LWDA 14 LWDA 15 LWDA 16 LWDA 17 LWDA 18 LWDA 20 LWDA Unified Brand WorkSource Northwest Georgia WorkSource Georgia Mountains WorkSource Atlanta WorkSource Cobb WorkSource DeKalb WorkSource Fulton WorkSource Atlanta Regional WorkSource Three Rivers WorkSource Northeast Georgia WorkSource Macon-Bibb WorkSource Middle Georgia WorkSource CSRA WorkSource East Central Georgia WorkSource Lower Chattahoochee WorkSource Middle Flint WorkSource Heart of Georgia WorkSource Southwest Georgia WorkSource Southern Georgia WorkSource Coastal 6. Brand Guidelines. See document below. 7. Transition Funding. The transition funding for this effort will be allocated through the Branding Implementation Funds Request that was sent via electronic mail on July 19, AJC Tagline. LWDAs will receive logos and identity packets that contain the tagline a proud partner of the American Job Center net. All use of the brand in concert with the AJC tagline must be in accordance with TEGL Also, each LWDA must comply with the branding requirements listed in 20 CFR (b). 9. Action Requested. Implement the enclosed brand in all comprehensive one-stop centers. The brand may also be implemented in affiliate site locations; however, all usage must comply with the Brand Guidelines in this document. In order to ensure cohesive usage of the brand for PY16, all manipulation of the brand, co-branding, or creation of original content and distribution materials not included in the identity packets that feature the brand must be approved by Shemeeka Johnson (sjohnson@georgia.org). Similarly, all usage of the brand for activities not directly affiliated with the one-stop system must be approved by Ms. Johnson indefinitely. Depending on each LWDA s service delivery structure, implementation may involve cooperation with partner agencies. To ensure a smooth implementation, please meet and discuss the branding effort and requirements with your partners as soon as possible. Please contact your programmatic technical assistance representative if assistance in coordinating with partners is needed.

3 Local Workforce Development Boards will be requested to ensure that comprehensive one-stops within their LWDAs comply with the branding guidelines as a component of the comprehensive one-stop certification process. Comprehensive one-stop sites failing to use the brand or incorrectly using the brand may be required to perform corrective actions prior to their certification. 10. Inquiries. Inquiries regarding this guidance should be directed to the designated programmatic technical assistance representative. 11. Attachment. See document below. 12. Expiration. Continuing.

4 Brand Guidelines

5 TABLE OF CONTENTS 1. Logo Guidelines Secondary Logos Co-Branded Marks Arrow Usage Color Palette Typography Identity Packet

6 LOGO GUIDELINES Primary Logo Primary Logo Always use supplied logo art Use logo with tagline in all instances On smaller scale applications where legibility is a concern, use of the logo sans tagline is permitted Attempt to reconstruct or alter the logo in any way Scale the logo below.75 wide.75 Clear Space Leave adequate clear space equal to the cap-height of the W around the logo Measurement begins from the line at the top and below the tagline. On the version without the tagline, measurement at the bottom begins from the line Crowd the logo with type or other graphic elements One Color If a one-color option is required, use a version using either turquoise (A) or black (B), with shades of said color providing the distinction in shapes within the mark A. B. C. D. If a flattened version is necessary, use the 1c mark (C) or the 1c mark on black (D) 3

7 LOGO GUIDELINES Do s/don ts Recommended Usage Whenever a composition allows, always use the four color logo on a white background Apply effects to the logo (i.e. drop shadow, outer glow, etc.) DO DON T Reversing/Backgrounds There are two versions of the reversed logo: all-white and white with WorkSource colors When placing the logo on a colored background, choose a color for the logo that will provide maximum contrast and readability Use a logo that won t provide adequate contrast to the background Place the logo over a busy photo or patterned background Use the full-color logo on a dark colored background DO DON T Alter the logo beyond the exceptions included on page three Logo Symbol The symbol should be present with the logo at all times, placed to the left of WORKSOURCE Modify the symbol (i.e. altering the colors, removing either of the triangles, etc.) Don t remove the symbol from the logo DO DON T 4

8 LOGO GUIDELINES Secondary Logos Atlanta Regional Atlanta Coastal Cobb CSRA DeKalb East Central Georgia Fulton Georgia Mountains Heart of Georgia Lower Chattahoochee Macon-Bibb Metro Atlanta Middle Georgia Middle Flint Northeast Georgia Northwest Georgia Southern Georgia Southwest Georgia Three Rivers Recommended Usage Always lead with the area name, followed by the Georgia WorkSource mark Use secondary logo for area-specific branding Follow primary logo usage rules On a light-colored background, the tagline should be in WorkSource gray On a dark-colored background, the tagline should be in white 5

9 LOGO GUIDELINES Co-Branded Marks Recommended Usage Always lead with Georgia WorkSource mark first Primary w/ tagline Use co-branded logo in instances where we are introducing WorkSource to a new/unfamiliar audience All usage rules regarding the logo standing alone remain valid when it appears as a lock-up On a light-colored background, the tagline should be in WorkSource gray Primary w/o tagline On a dark-colored background, the tagline should be in white When scaling, both logos should share the same height as each other CO-BRANDED SECONDARY: Each secondary logo has a co-branded version that should be used in instances where we are introducing WorkSource to a new/unfamiliar audience, i.e., in LWDA s Secondary w/ tagline Georgia Mountains Secondary w/o tagline Georgia Mountains 6

10 ARROW USAGE The Arrow The Arrow symbol visually represents the connection of talent and opportunity. It suggests forward movement, progress and unity towards a common goal. The Arrow consists of three intersecting shapes, each using one of the three brand colors. Recommended Usage The Arrow can be used as a graphic element to further brand a piece of creative with the WorkSource identity It can be used as a texture or background element. Screened versions (where the symbol s opacity is adjusted) are acceptable Lorem Ipsum Dolor It can be used as a bullet point or accent to emphasize headlines or other copy Rotate or flip the Arrow Alter the shape of the Arrow Adjust the proportion of the three shapes to each other Change the position of colors within the Arrow Adjust color except in versions previously described 7

11 COLOR PALETTE WorkSource Turquoise C: 85 M: 56 Y: 47 K: 27 R: 43 G: 84 B: 98 Web: #2b5462 PMS: 7477 C WorkSource Orange C: 0 M: 60 Y: 100 K: 0 R: 245 G: 130 B: 32 Web: #f58220 PMS: 158 C WorkSource Green C: 79 M: 48 Y: 44 K: 16 R: 61 G: 105 B: 117 Web: #3d6975 PMS: 7699 C WorkSource Gray C: 64 M: 56 Y: 52 K: 28 R: 87 G: 88 B: 91 Web: #57585b PMS: Cool Gray 11 C 8

12 TYPOGRAPHY Primary Font Family Use only Gotham by Adobe or ITC Use italic sparingly for emphasis only All body copy/subheads should be set in 100% WorkSmart Gray or in black All body copy should be set in Book weight and never smaller than 8pt Headline copy should be at least 6pt larger than subhead copy Subhead copy should be at least 6pt larger than body copy All CTA copy should be set in Medium weight with Bold accents for URLs and phone numbers Gotham Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gotham Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gotham Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Use periods and other punctuation in headlines and subheads where necessary Use a font that looks close Stretch or condense the font Web Font Family Use Arial for HTML copy when Gotham Rounded is unavailable due to the restrictions of the web Use Arial in any other communications Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

13 IDENTITY PACKET Identity Packet Usage Use the customized identity suite for all external communications. Each suite includes business cards, stationery, PowerPoint templates and digital signatures. The co-branded logo should always be present on identity materials. Atlanta 2481 Hilton Drive Suite 8 Gainesville, GA John Smith Director WorkSource Atlanta jsmith@georgia.ga.gov Envelope Business Card Letterhead Atlanta John Smith Director, WorkSource Atlanta Hilton Drive, Suite 8 Gainesville, GA Signature gmrc.ga.gov/forcedevelopment.htm 2481 Hilton Drive, Suite 8, Gainesville, GA PowerPoint Template 10