Request for Proposals: Website design

Transcription

1 Request for Proposals: Website design I. PURPOSE AND BACKGROUND Philadelphia Works seeks a website design expert to develop an innovative landing page/front page and a template for subpages for the website The current design was developed in mid-2012 and we are looking for a more interactive and engaging look that reflects our work and new President & CEO. Similarly, we are looking for a new landing page/front page of the PA CareerLink Philadelphia website, that carries the PA CareerLink brand and better reflects the mission and services. The designs must be compatible with WordPress. We are looking to complete this work by June 28, Philadelphia Works has staff conversant with WordPress and who currently manage changes and updated information posted on the site. These staff will need to be comfortable in maintaining the new design and able to easily create subpages consistent with the proposed design. II. PROPOSAL DETAILS A. Who May Respond Respondents may be non-profit or for-profit and should have experience developing creative websites that reflect services for diverse populations. We prefer organizations with experience designing for non-profits that deliver services rather than products. In addition, respondents must have the capacity to provide technical documentation and support for transferring the design and sitemap to staff. Respondents must be in good financial standing with federal agencies and the Commonwealth. B. Instructions on Proposal Submission 1. Closing Submission Date Proposals must be submitted no later than 5:00 p.m. on Thursday, April 18, Inquiries Inquiries concerning this RFP can be submitted to: mshopekoppel@philaworks.org indicating Website Design RFP in the subject line. All questions must be submitted in writing. Responses will be posted on the Philadelphia Works website at least weekly. Questions must be submitted by Friday, April 13, 2018.

2 3. Conditions on Proposal All costs incurred in the preparation of a proposal responding to this RFP will be the responsibility of the Responder and will not be reimbursed by Philadelphia Works, Inc. (Philadelphia Works). 4. Instructions for Delivery of a Proposal Proposals may be submitted electronically to eavery@philaworks.org with Website Design Proposal in the subject line or delivered by mail addressed as follows: Eleanor Avery Attention: Website Design Survey Proposal Philadelphia Works 1617 JFK Blvd., Suite 1300 Philadelphia, PA All proposals should be sent no later than Thursday, April 18, 2018 at 5:00 p.m. All quotes that are received prior to the deadline will be acknowledged immediately, and the selected vendor will be notified on or prior to Friday, April 30 th. Late proposals will not be considered. 5. Right to Reject Philadelphia Works reserves the right to reject any and all proposals received in response to this RFP. A contract for the accepted proposal will be based upon the factors described in this RFP. 6. Small and/or Minority-Owned Businesses Efforts will be made by Philadelphia Works to utilize small businesses and minorityowned businesses. A Business qualifies as a small business firm, if it meets the definition of small business as established by the Small Business Administration (13 CFR ), by having average annual receipts for the last three years of less than six million dollars. 7. Preference for Businesses located in Philadelphia Businesses located in Philadelphia with a permanent city address will receive preference given a tie in scoring. 8. Notification of Award The selection will be made within two weeks of the closing date or no later than April 19, After scoring and completing any negotiations with the successful bidder, all 2

3 respondents to this Request for Proposal will be informed, in writing, of the name of the successful contractor. III. SCOPE OF WORK The selected vendor will deliver to PWI an innovative design for the website, consistent with WordPress and displaying correctly in mobile and desktop browsers. As part of the process of designing and developing this new website look, the vendor will provide PWI with the following services and deliverables: 1. A redesign of the landing page that is more active, simpler to navigate, and aligned with our current activities and mission and the actions we want our end users to take (see attached document). The vendor will create fully-developed graphic designs of the landing page/homepage, and storyboards for a Flash-animated homepage. A redesign of the color palette is encouraged (see the attached color guide). The vendor will make up to two rounds of revisions to each, based on feedback from PWI. 2. A design template for subpages. Following approval of the homepage design, the vendor will design a subpage template. This template will be less text heavy and provide more content upfront and less through links. The vendor will make up to two rounds of revisions to the subpage template, based on feedback from PWI. 3. Sitemap. Make suggestions for any changes in the current sitemap to build. PWI has a sitemap and navigational structure for the website. However, pages are not necessarily logically linked, and menus are not easy for users to navigate. We want to increase visits to other pages after the landing page and provide the capacity to track these through Google Analytics. The vendor will provide up to two rounds of revisions to the sitemap, based on industry standards and/or recommendations from either PWI or the selected company. 4. Functionality specifications. The vendor will work with PWI staff to establish mutuallyagreeable functionality for all proposed features of the new site such as video, graphics, tables and charts, text and other WordPress plug-ins. 5. Website compatibility: The new website home page will be developed to be search engine friendly using the following industry-standard techniques: proper meta tags, alt tags, and embedding key terms into other accepted locations; and ensuring website URLs are crawlable by search engines. The website will display correctly and consistently in Internet Explorer versions 8 and above, as well as current versions of Firefox, Chrome and Safari browsers. The website should also display correctly and consistently in mobile browsers. 6. Search functionality: The vendor design will support the current search functionality so that end-users can quickly find what they are looking for on the PWI website. 3

4 7. Metrics and analytics: Using existing Google Analytics technology, the vendor will incorporate this tracking tool into the new website so that PWI staff can gauge visitor activity. 8. Complete adjustments and tweak functionality. The vendor will support adjustment of the design and features based on PWI review after the preliminary launch of the new home page and several subpages. 9. Provide technical documentation and support for transferring the design and sitemap to staff. The vendor will also design a new homepage/landing page for the PA CareerLink Philadelphia ( ) consistent with WordPress and displaying correctly in mobile and desktop browsers. As part of the process of designing and developing this new website look, the vendor will provide PWI with the following services and deliverables: 10. A redesign of the landing page that is more active, simpler to navigate, and aligned with the system s current activities. The vendor will create fully-developed graphic design of the landing page/homepage that supports all the content on the subpages. All color must be consistent with the PA CareerLink branding as should all logos (design requirements are attached) for a Flash-animated homepage. The vendor will make up to two rounds of revisions based on feedback from PWI. (No changes will be made to subpages). 11. Functionality specifications. The vendor will work with PWI staff to establish mutuallyagreeable functionality for all proposed features of the new site such as video, graphics, tables and charts, text and other WordPress plug-ins. 12. Website compatibility: The new website home page will be developed to be search engine friendly using the following industry-standard techniques: proper meta tags, alt tags, and embedding key terms into other accepted locations; and ensuring website URLs are crawlable by search engines. The website will display correctly and consistently in Internet Explorer versions 8 and above, as well as current versions of Firefox, Chrome and Safari browsers. The website should also display correctly and consistently in mobile browsers. 13. Search functionality: The vendor design will support a new search functionality so that endusers can quickly find what they are looking for on the PA CareerLink PHL website. 14. Metrics and analytics: Using existing Google Analytics technology, the vendor will incorporate this tracking tool into the new website so that PWI staff can gauge visitor activity. 4

5 15. Complete adjustments and tweak functionality. The vendor will support adjustment of the design and features based on PWI review after the preliminary launch of the new home page and review of the interaction with subpages. 16. Provide technical documentation and support for transferring the design and sitemap to staff. IV. TIMELINE It is intended that the scope of work will be completed according to the following timeline: A. Project initiation contract for website designs (philaworks.org and PACareerLinkPHL.org signed on or before May 10, 2018 B. Preliminary Websites for Review new home page designs are prepared and publishable for review on June 1, 2018 C. Website final design adjustments final homepages and subpages are completed and publishable addressing all critiques of features on June 28, V. ELEMENTS OF THE RESPONSE Please respond to the four topics identified below. The narrative section (not including the budget) should not exceed 10 double spaced pages. Web-links to illustrate completed work may be embedded into the narrative. A. Technical Expertise Please provide a general description of the mission or focus of the organization, where it is located, and a contact name, address, phone number and street address. If your organization has a website, please include this address as well. The response should describe prior development of innovative and practical website designs. Include at least one design for a service or non-profit organization. Web-links may be used to demonstrate work products. We require prior experience developing sites in WordPress. Philadelphia Works requests two references to establish expertise if the proposal is selected as the finalist. Professional staff should be identified along with a brief description of their expertise and experience. Include resumes or CVs of principal staff as an appendix to the proposal. B. Organization, Size, and Structure 5

6 Please describe the organization s size and structure. Indicate if appropriate, if the firm is a small or minority-owned business. C. Understanding of Work to be Performed Please explain how your organization will approach this work. Provide a critique of our current website homepage. How might the front page better reflect the activity and mission of the organization. How might it better lead an employer, service provider, partner or career seeker to find the information they seek? How might it lead end users to interact with the content? Describe any challenges that might arise moving existing content in subpages into a new design and explain any successful experiences your organization has addressing such challenges. D. Budget Please indicate the costs for completing the designs and write a text narrative for each item: 1. Personnel costs per hour and fringe 2. Travel 3. Supplies 4. Indirect costs (overhead) VI. PROPOSAL EVALUATION A. Submission of Proposals All responsive proposals will be reviewed and evaluated. Proposals will be judged non-responsive and removed from further consideration if: 1. The proposal is not received by the due date and time 2. The proposal does not include a budget 3. The proposal does not have resumes or CVs appended B. Evaluation Criteria Please respond fully and use the following as guidelines to a complete proposal. Evaluation criteria are as follows: 1. Technical Expertise. (50 points) 6

7 a. Prior experience designing creative websites aligned with organizations missions and activities and their end users b. Understandable (no jargon) and constructive critique of the current Philadelphia Works homepage c. Prior experience reflecting diverse individuals d. Expertise of staff/principals 2. Organization, capacity, and structure (30 Points) a. Sufficient staff capacity to take on this work and meet deadlines b. Sufficient financial capacity to complete invoices and budget e. Philadelphia located (5 points awarded in a tie) 3. Budget (20 Points) a. Reasonableness of costs based on the creative work proposed b. Complete budget items with a text explanation C. Process of evaluation All proposals that are deemed responsive (as described above) will be reviewed by multiple staff and executives. All reviewers will sign a confidentiality statement and keep all content of proposals confidential. The winning proposal may be shared unless it contains details on proprietary secrets. After a selection is made, the winning organization will be asked to provide no fewer than two references for similar work. Philadelphia Works may, at its discretion, request presentations by or meetings to clarify or negotiate modifications to the proposal. However, Philadelphia Works reserves the right to make an award without further discussion of the proposals submitted. Therefore, proposals should be submitted initially as completely as possible, from both technical and price standpoints. Philadelphia Works contemplates award of the contract to the proposal with the highest total points. Philadelphia Works reserves the right to negotiate proposed fees submitted with proposals. 7

8 ATTACHMENTS Style Guide PA CareerLink Branding requirements Budget Form (An EXCEL version is on the website 8

9 Style Guide Reference for Philadelphia Works Board Reports

10 Philadelphia Works Style Guide Reference for Philadelphia Works Board Reports Logo information Color of sunrise & tagline (Radial Gradient from 100% to 0%) Pantone: 5483 C RGB: 56, 147, 155 CMYK: 62c, 0m, 21y, 31k Color of letters Linear Gradient 55k to 70k Color of sunrise drop shadow 52k 40% Opacity 3.8 Gaussian Blur

11 Philadelphia Works Style Guide Reference for Philadelphia Works Board Reports Fonts FOR PRINT FOR WEB Regular Calibri ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Open Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

12 Philadelphia Works Style Guide Reference for Philadelphia Works Board Reports Colors Primary Swatch 1 Swatch 2 Swatch 3 Swatch 4 PMS C RGB... 56r, 147g, 155b CMYK... 62c, 0m, 21y, 31k PMS C RGB r, 166g, 23b CMYK... 18c, 100y, 31k PMS C RGB r, 180g, 8b CMYK m, 100y, 15k PMS C RGB r, 89g, 21b CMYK... 67m, 100y, 28k Secondary Swatch 5 Swatch 6 Swatch 7 Swatch 8 PMS C RGB r, 219g, 232b CMYK... 15c, 9k PMS C RGB... 0r, 80g, 47b CMYK c, 81y, 66k PMS C RGB r, 128g, 131b CMYK... 61k PMS C RGB r, 22g CMYK... 91m, 100y, 60k Highlight Swatch 9 Quisque arcu quam, sodales a elementum, lobortis eu enim. PMS C (75%) RGB r, 227g, 237b CMYK c, 6.74k

13 One Penn Center at Suburban Station 1617 JFK Boulevard, 13th Floor Philadelphia, PA P: F:

14 WORKFORCE SYSTEM POLICY (WSP) No June 13, 2017 Local Workforce Delivery System Common Identifier for Pennsylvania s One-Stop Service Delivery System Network I. Purpose. To provide information to chief elected officials, local workforce development boards, and other local workforce system stakeholders regarding the use of the American Job Center (AJC) brand as the common identifier for the one-stop delivery system and to introduce the new, rebranded PA CareerLink logo. States and local areas are required to identify the workforce delivery system with the AJC Network logo or the tag line phrase A proud partner of the American Job Center Network consistent with the WIOA Final Rule at 20 CFR Part 678. II. III. IV. Background. A key part of the Workforce Innovation and Opportunity Act (WIOA) is to raise awareness of resources available to the public by visually identifying in-person and virtual employment resources under a single recognizable identity the American Job Center Network. WIOA requires each one-stop delivery system to include the identifier, American Job Center, in addition to using any state- or locally-developed identifier. The American Job Center is a unifying name and brand that identifies the nation s workforce development service system as part of a single network. The one-stop delivery system must use either the common identifier American Job Center or the tag line phrase a proud partner of the American Job Center Network. The commonwealth will use the re-branded PA CareerLink logo to identify its onestop service delivery system. Definitions: American Job Center Network (AJC) is the common identifier to be used by each one-stop delivery center as required by WIOA and is to be used in conjunction with the PA CareerLink brand. It is a unifying name and brand that identifies online and in-person workforce development services as part of a single network. Brand is a design, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. This image then becomes associated with a level of credibility, quality and service to the public over time. Department is the Pennsylvania Department of Labor & Industry, which has been designated by the governor to serve as the state administrative entity/state workforce agency. Pennsylvania CareerLink /PA CareerLink is the registered trademarked name for Pennsylvania s onestop service delivery system and its local centers/sites/network. Required Actions. The workforce delivery system outreach and branding is a shared state and local workforce development board responsibility. The PA CareerLink and AJC Network branding will be used to ensure recognition of the statewide seamless workforce delivery system. As of November 17, 2016, each one-stop delivery system was required to include the American Job Center identifier or the tag line a proud partner of the American Job Center network on all primary electronic resources used by the one-stop delivery system, and on any newly printed, purchased, or created materials. Local boards should take steps to make sure that all comprehensive PA CareerLink sites, affiliates and specialized centers incorporate the American Job Center identifier. Page 1 of 4 Workforce System Policy (WSP) No , Common Identifier Implementation June 13, 2017

15 Note: Local workforce development boards may continue to use existing materials that were created prior to November 17, 2016 and that are absent the American Job Center Network identifier until those supplies have been exhausted. As of July 1, 2017, local boards are required to use the new PA CareerLink logo along with the American Job Center identifier on all products, programs, activities, services, electronic resources, facilities, and related property and materials. Usage of the AJC Network common identifier must be consistent with guidelines contained USDOL Employment and Training Administration s Training and Employment Guidance Letter (TEGL) No , Announcement of American Job Center Network, and with the terms of use for the logos. Note: Signage outside and inside all comprehensive and affiliate PA CareerLink sites and specialized centers will reflect the PA CareerLink and American Job Center branding. No single partner or other tenants signage will be combined or incorporated on PA CareerLink signage. Any advertising using the trademarked name not covered in the guidance document must be approved by the Department. V. Requirements. The following requirements for the implementation of the use of the common identifier have been developed by the Department: The PA Department of Labor and Industry has developed a Style Guide that, among other things, contains the requirements and specifications for usage of the PA CareerLink and American Job Center Network names and logos for both print and web files. Appendix A of this policy contains pages 28 through 45 of the Department s Style Guide. Local systems must adhere to the prescribed style guide at Appendix A, the condition of use and specifications as outlined in this policy, and the approval process described in Appendix B. The Department is currently engaged in the trademark application process for the new logo. During the application process, the following requirements apply: o o The new logo may be used on signage, brochures and other marketing materials; however, a service mark in superscript ( SM ) must be used in conjunction with the logo. The Department will provide updated policy and guidance when the process is complete and the service mark is no longer required. The commonwealth has successfully trademarked the name Pennsylvania CareerLink, which may also be expressed as PA CareerLink. Therefore, the registered trademark symbol ( ) must be used in conjunction with the name in documents or in other written text. VI. Note: The Department requires that logo templates for outsourced print jobs, including signage, be requested through the Department following the procedures prescribed in Appendix B. References and Resources. The following is a list of the resources used in the development of this policy and may provide additional information for implementation: Public Law (Pub. L.) , Workforce Innovation and Opportunity Act (WIOA) 20 Code of Federal Regulations (CFR), WIOA Final Rules and Regulations USDOL Employment and Training Administration s (ETA) Training and Employment Guidance Letter (TEGL) No , Announcement of American Job Center Network US Department of Labor Employment and Training Administration, American Job Center Graphic Style Guide for Partners US Department of Labor Employment and Training Administration, FAQs: Common Identifier and Branding Page 2 of 4 Workforce System Policy (WSP) No , Common Identifier Implementation June 13, 2017

16 VII. Contact. Requests and/or inquiries related to this guidance should be forwarded to the Pennsylvania Department of Labor & Industry, Bureau of Workforce Development Administration via the following resource account: VIII. Rescissions. Section V, Outreach and Branding, of Workforce System Policy (WSP) , Version 002, Workforce Delivery System, July 1, 2014, is hereby rescinded with the issuance of this policy. IX. Public Comment. This policy was posted for public comment on March 23, The Department received several comments regarding the proper naming convention for Pennsylvania/PA CareerLink, as well as comments and questions regarding logo usage and specifications. The attached Appendix A: Style Guide for the implementation of the American Job Center Identifier & PA CareerLink Rebranding provides further clarification and address those questions. Therefore, no epilogue is included with this policy. X. Accessibility. Pennsylvania s workforce system directives are available for downloading on the PA Department of Labor & Industry website at Development/Pages/Pennsylvania's-Workforce-System-Directives.aspx XI. Appendix. Appendix A: Style Guide for the Implementation of the American Job Center Network Identifier & PA CareerLink Rebranding Appendix B: Approval Process for Usage of Items Covered in the Style Guide Page 3 of 4 Workforce System Policy (WSP) No , Common Identifier Implementation June 13, 2017

17 Workforce Development Common Identifier Section Appendix A: Style Guide for the Implementation of the American Job Center Identifier & PA CareerLink Rebranding

18 Department of Labor & Industry style guide Pennsylvania CareerLink Brand Introduction As you know, Pennsylvania CareerLink is used as the brand name to ensure recognition of the certified Workforce Innovation and Opportunity Act one-stop sites in Pennsylvania. The commonwealth has drafted the following guidelines for name and logo usage. Official Name In order to firmly establish PA CareerLink as a statewide, integrated system, we ve developed the following naming guidelines, recognizing that each local PA CareerLink has a unique identity and some areas may even have multiple PA CareerLinks. Each PA CareerLink site and access point will use PA CareerLink as an element of the official title. PA CareerLink sites may carry a unique local geographic designation to distinguish them from other PA CareerLinks in the Workforce Development Area (WDA). The local designation should follow the PA CareerLink name. (Example: PA CareerLink Adams County) In Workforce Development Areas where there is more than one PA CareerLink site per county, then the local designation should include the county name and the specific locale. At this time, local designations cannot be established outside of this guidance. Use of the PA CareerLink logo for WDBs, partners, and providers, is outlined under Workforce System Policy (WSP) No Local Workforce Delivery System - Common Identifier for Pennsylvania s One-Stop Service Delivery System Network. The new logo may be used on signage, brochures and other marketing materials; however, a service mark in superscript (SM) must be used in conjunction with the logo. This Style Guide will be updated when the trademark process is complete and the service mark is no longer required. The commonwealth has successfully trademarked the name Pennsylvania CareerLink, which may also be expressed as PA CareerLink. Therefore, the registered trademark symbol, in superscript ( ), must be used in conjunction with the name in documents or in other written text. American Job Center Network is the common identifier to be used by each one-stop delivery center as required by WIOA and is to be used in conjunction with the PA CareerLink brand. It is a unifying name and brand that identifies online and in-person workforce development services as part of a single network. Signage outside and inside all comprehensive and affiliate PA CareerLink sites and specialized centers will reflect both the PA CareerLink and American Job Center Network branding. 28

19 Department of Labor & Industry style guide PA CareerLink Branding logo configuration As materials are revised or reprinted, non-approved logos will be removed or replaced. The American Job Center logo must accompany the PA CareerLink logo on all materials. There must be plenty of space (proximity) between the two logos. stand alone logo 1 3 individual logo Pennsylvania CareerLink (stand alone) The Pennsylvania CareerLink logo prints in Pantone 661 blue and Pantone 1797 red inks. The logo can also be displayed in black ink and/or knockout. Background color for knockout must be one of the following: 1. Pantone 661 blue, 2. Pantone 1797 red, 3. Black (50%), 4. Black (100%). 2 Local Area Name (individual) The Pennsylvania CareerLink location name is displayed in Pantone 661 blue ink and placed right justified under the red bar in line with the K in PA CareerLink. Individual logos have already been prepared and are available upon request. Please limit the location name to the local area name only at this time. The Department will provide notification if greater flexibility can be applied. 3 American Job Center The American Job Center logo prints in Pantone 661 blue, Pantone 1797 red and Black (50%) inks. The logo can also be displayed in black ink and/or knockout. Background color for knockout must be one of the following: 1. Pantone 661 blue, 2. Pantone 1797 red, 3. Black (50%), 4. Black (100%). The American Job Center logo must accompany the PA CareerLink logo on all materials. There must be plenty of space (proximity) between the two logos. There are two logo options (horizontal and stacked). horizontal logo stacked logo 29

20 Department of Labor & Industry style guide PA CareerLink Branding Logo Basics positioning The PA CareerLink logo can be positioned in one of two ways: stand alone or individual. The preferred version is the stand alone. The American Jobs Center logo must accompany all PA CareerLink logos (use proximity). When importing the logo, always scale it proportionately, never stretch to fit. Preferred: stand alone logo This logo is most commonly used. It is configured so that it can be positioned in the upper left, center, or lower left portion of the page. Permitted: individual logo Individual logos have already been prepared and are available upon request. NOTE: Always use the supplied version. Do not recreate the logo. Always include the American Jobs Center logo with all materials. 30

21 Department of Labor & Industry style guide PA CareerLink Branding Logo Basics color usage Depending on the type of publication, budget constraints or method of reproduction, the logo might be represented in two-color, black and white, or knockout to white against a darker background. The two-color version of the logo is its truest form and is preferred whenever possible. When working with outside vendors, always supply an electronic copy of the logo, which can be obtained from the BAS Management Services Division. Preferred: two-color The two-color breakdown is as follows: 1 Pantone 661 blue - Pennsylvania CareerLink 2 Pantone 1797 red - the keystone underline graphic Permitted: black and white Whenever appearing as black and white, the entire logo is produced in 100 percent black. However, the top of the Keystone is set to 50 percent opacity. Permitted: 1 2 knockout On a dark background, the logo reverses out to 100 percent white. Background color for knockout must be one of the following: 1 Pantone 661 blue 2 Pantone 1797 red 3 Black (50%) 4 Black (100%). 3 NOTE: Always include the American Jobs Center logo with all materials. 4 31

22 Department of Labor & Industry style guide PA CareerLink Branding Logo Basics clear space and minimum size In order for the logo to deliver maximum impact, there must be enough clear space around it. To ensure that Pennsylvania CareerLink is readable in all delivery mediums, there is a minimum size in which it can appear. Follow the below spacing requirements for all logo types. X X X X clear space A minimum amount of space must be maintained around all four sides of the logo. This clear space X must be a minimum of.25. Illustrations, photography and typography should not enter the space as defined high 1.00 wide minimum reproduction size The minimum reproduction size of the logo is 1.00 wide (horizontal) and.287 high (vertical). Anything smaller than the determined size will result in the logo becoming unreadable. 2 wide 2 wide AJC minimum reproduction size All logos must maintain a minimum width of 2 printed or 144px on a digital display. Please refer to the PA CareerLink Branding - Appendix A section for more details. 32

23 Department of Labor & Industry style guide PA CareerLink Branding Logo Basics misuse The logo visually identifies the department to the outside world; therefore, it is imperative that it be used properly. When working with outside vendors, always supply an electronic copy of the logo, which can be obtained from the BAS Management Services Division. 1 Do not use the logo without the Service mark SM. 2 Do not use unapproved colors in the logo. 3 Do not stretch or condense the logo. 4 Do not use logos or colors that are no longer approved. 33

24 Department of Labor & Industry style guide PA CareerLink Branding American Jobs Center Appendix A Appendix A: Style Guide for the Implementation of the American Job Center Identifier & CareerLink Rebranding The specifications laid out in this document are a result of and in accordance with WIOA sec. 121(e)(4) and WIOA Final Rule at 20 CFR (81 Fed. Reg ) Section 1: Campaign Logo Set Pennsylvania CareerLink Full Color (for use on white background only) Pennsylvania CareerLink Knock-out (for use on solid campaign color backgrounds only) American Job Center Partner Horizontal Full Color (for use on white background only) American Job Center Horizontal Partner Knock-out (for use on solid campaign color backgrounds only) American Job Center Partner Stacked Full Color (for use on white background only) American Job Center Partner Stacked Knock-out (for use on solid campaign color backgrounds only) 34

25 Department of Labor & Industry style guide PA CareerLink Branding American Jobs Center Appendix A Section 2: Campaign Colors AJC Blue AJC Red AJC Gray Hex #2F428E Hex #AD2531 Hex # RGB 47,66,142 RGB 173, 37, 142 RGB 147, 149, 152 PMS 661 PMS 1797 PMS 8U CMYK 100, 88, 9, 0 CMYK 14, 100, 92, 4 CMYK 3, 2, 0, 40 Section 3: Campaign Fonts Frutiger Regular Weight: 400 Style: normal Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (,.;:?!$&*) abcdefghijklmnopqrstuvwxyz (,.;:?!$&*) Frutiger Bold Weight: 700 Style: normal Vegur Regular Weight: 400 Style: normal Vegur Bold Weight: 700 Style: normal * More details and information about fonts, usage and availability can be found in Section

26 Department of Labor & Industry style guide PA CareerLink All logos must Branding maintain a minimum American width of 2" Jobs printed Center or 144pxAppendix on a digital display. A All logos can be scaled or resized to meet the needs of the project as long as the aspect ratio is Section maintained 4: Campaign and the minimum Element sizeusage requirements Guidelines are met. All logos must appear with at least one "o" (the letter o) of clearspace on all sides (i.e. once the item 4.1 is scaled Logo to Usage its desired size, there must be blank space on all sides of the logo equal to the width of the letter 'o' in the size of the type displayed in the logo being used.) This applies to printed and digital logo iterations. All logos displayed in 'Section1: Campaign Logo Set' should not be modified in any way that alters The the image's American colors, Job Center layout, composition partner logoor must aspect be used ratio (ex. along changing with the the PA height CareerLink but not logo width onof the outreach image, creating materials, distortion). websites and other public-facing communications, products, property and materials. All logos must be displayed at 100% opacity and can never appear with any transparency. 4.2 Color Usage All logos must maintain a minimum width of 2" printed or 144px on a digital display. The USDOL has established specific colors for all graphic elements used to identify and promote All American logos can Jobbe Centers scaled or. These resizedcolors to meet have thealso needs been of used the project in the as PA long CareerLink as the aspect rebranding ratio isfor maintained ease and continuity. and the minimum These colors size requirements are detailed in are Section met. 3: Campaign Fonts. 4.3 All logos Document must appear & Media with Creation at least one "o" (the letter o) of clearspace on all sides (i.e. once the item is scaled to its desired size, there must be blank space on all sides of the logo equal to the width of the letter 'o' in the size of the type displayed in the logo being used.) This applies to printed and digital logo The USDOL iterations. utilizes fonts Frutiger Roman and Frutiger Black. The American Vegur Regular Job Center and Vegur partner Bold logo are 'clone must be fonts' used that along are free withto the download PA CareerLink and use along logo on with the outreach AJC (American materials, Job Center) websitesbranding other campaign. public-facing communications, products, property and materials. These files can be downloaded and installed on your desktop by following this link: Color Usage and right clicking on the link to 'Download/Save the free Vegur font. The This USDOL font can has be utilized established in AJC/CareerLink specific colorsbranded for all graphic documents, elements posters usedand to identify materials. andany promote American documents Job created Centers must. adhere These colors to the have guidelines also been set forth usedin inthis thedocument, PA CareerLink with specific rebranding attention for ease paid to and Section continuity. 4: Campaign These colors Element are detailed Usage Guide.' in Section 3: Campaign Fonts Document & Media Creation The USDOL stipulates that all products, programs, activities, services, facilities, and related property and materials must identify the AJC in addition to the state-developed identifier, PA CareerLink. Any documents or media applicable to any of the categories mentioned above must contain both the AJC and PA CareerLink logos as shown and described in Section 1. Campaign Logo Set. This usage must adhere to all the guidelines set forth in this document in its entirety. Any questions regarding the contents of Appendix A: Style Guide or its implementation can be directed to: BWDA-RA-LI-BWDA-Policy@pa.gov. Appendix A Pg. 3 36

27 Department of Labor & Industry style guide PA CareerLink Branding letterhead Letterhead is printed with the preferred stand alone two-color PA CareerLink logo. The standard black logo is also permitted. All letterhead must be printed on bright white paper stock. Office location will be denoted in the right-hand corner of the header area. The American Jobs Center logo is placed in the footer area above the auxiliary statement. Date, Mr. John Doe 123 Main Street Anytown, Pennsylvania Dear Mr. Doe, Start letter message.xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx. Xxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx. Xxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx. Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx. Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxx. Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx. Xxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx. Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxx. Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxx. Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx. Xxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx. Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxx. Sincerely, Your name 2 SM 1 Office Name 123 Xyz Street, Suite XXX City, PA P TTY F PACareerLink.pa.gov 1 Header: the logo and text prints in Pantone 661 blue and Pantone 1797 red inks. The logo can also be displayed in black ink. The office name, address and contact information are typeset in 8 pt. Arial Regular. 2 The body text is typeset in 12 pt. Verdana Regular. Sizing may be reduced but no smaller than 10 pt. 3 Footer: The American Jobs Center logo prints in Pantone 661 blue, Pantone 1797 red and Black (50%) inks. 4 The auxiliary statement is typeset in 8 pt. Verdana Italic. XX-XXXX REV 0X-XX Auxiliary aids and services are available upon request to individuals with disabilities. Equal Opportunity Employer/Program The L&I form number and revision date are placed in the bottom left corner of all forms and is typeset in 7 pt. Univers ATT Regular. 37

28 Department of Labor & Industry style guide PA CareerLink Branding fax This standard fax template should be used on all faxes sent by PA CareerLink locations and will be designed in black ink for best reproduction. FAX 1 SM Office Name 123 Xyz Street, Suite XXX City, PA P TTY F PACareerLink.pa.gov 1 Header: the logo prints in black ink. The office name, address and contact information are typeset in 8 pt. Arial Regular. Start text here. TO [Enter name] FROM [Enter name] FAX [Enter fax number] PAGES [Enter number of pages] PHONE [Enter phone number] DATE [Enter date] RE [Enter subject of fax] CC [Enter additional names] The contact information and fax information are typeset in 9 pt. Verdana Bold. Sincerely, Your name 3 The body text is typeset in 12 pt. Verdana Regular. Sizing may be reduced but no smaller than 10 pt. 4 Footer: the confidentiality statement is typeset in 8 pt. Verdana Regular. 5 Footer: The American Jobs Center logo prints in black ink. NOTICE: This confidential message/attachment contains information intended for a specific individual(s) and purpose. Any inappropriate use, distribution or copying is strictly prohibited. If received in error, please notify the sender and immediately delete or shred the information. Auxiliary aids and services are available upon request to individuals with disabilities. Equal Opportunity Employer/Program The auxiliary statement is typeset in 8 pt. Verdana Italic. 38

29 Department of Labor & Industry style guide PA CareerLink Branding memo Standard memo is printed with the preferred two-color logo. This memo template should be used on all memos sent by the department. Memos can be printed in color or black and white based on specific needs. MEMO TO FROM DATE RE [Enter name] [Enter name] [Enter date] [Enter subject of fax] 2 1 SM Office Name 123 Xyz Street, Suite XXX City, PA P TTY F PACareerLink.pa.gov 1 Header: the logo and text prints in Pantone 661 blue and Pantone 1797 red inks. The logo can also be displayed in black ink. The office name, address and contact information are typeset in 8 pt. Arial Regular. Start text here. Sincerely, Your name 3 2 The contact information and fax information are typeset in 9 pt. Verdana Bold. 3 The body text is typeset in 12 pt. Verdana Regular. 4 Footer: The American Jobs Center logo prints in Pantone 661 blue, Pantone 1797 red and Black (50%) inks. Auxiliary aids and services are available upon request to individuals with disabilities. Equal Opportunity Employer/Program The auxiliary statement is typeset in 8 pt. Verdana Italic. 39

30 Department of Labor & Industry style guide PA CareerLink Branding business cards All PA CareerLink employees must use the standard PA CareerLink business card. The business card template is customizable with the office, employee and address information. Business cards must be printed with the American Jobs Center and PA CareerLink logos on bright white stock. 1 SM LWDA Office Location Address Line City, PA First M. Last Title 3 2 P C TTY F name@pa.gov 4 COUNCIL 13 AFSCME UNION LABEL 5 1 The logo prints in Pantone 661 blue and Pantone 1797 red inks. 2 The name is typeset in upper/lowercase in 10 pt. Arial Bold. The title is typeset in upper/lower case in 7 pt. Arial Regular. 3 The Local Workforce Development Area (LWDA), office location, address and contact info. are typeset in upper/lower case in 7 pt. Arial Regular. This text prints in blue ink (Pantone 661). Contact number identifiers (i.e. P or F ) are typeset in 5 pt. upper case Arial Bold and are printed in Pantone 1797 red. There is space for five total lines (maximum). 4 The American Jobs Center logo prints in Pantone 661 blue, Pantone 1797 red and Black (50%). 5 The union logo (AFSCME or SEIU) prints in Pantone 661 blue when requested. 40

31 Department of Labor & Industry style guide PA CareerLink Branding envelope Below is an example of the PA CareerLink return address as it should appear on PA CareerLink envelopes. These envelopes are printed in black ink. These envelopes are two sided. Below is also an example of the backside of the envelope which includes the American Jobs Center logo (required to accompany the PA CareerLink logo). Y X XXX-XXX REV XX-XX 1 2 SM LWDA Office Location 3 Address Line City, PA RETURN SERVICE REQUESTED 4 1 The L&I form number and revision date are placed at the top of all envelopes and are typeset in 7 pt. Univers ATT Regular. (X = 0.25 from the top. Y = from the left side.) 2 The PA CareerLink logo is printed in black. 3 The Local Workforce Development Area (LWDA) goes on line one, office location goes on line two and the address is located on lines three and four. All are typeset in upper/lowercase 8 pt. Arial Regular. There is space for five total lines (maximum). 4 If applicable, RETURN SERVICE REQUESTED is typeset in 10 pt. Arial Bold in all caps. X 5 5 Back of envelope: The American Jobs Center logo prints in black. (X = 0.50 from the bottom of the envelope.) 41

32 Department of Labor & Industry style guide PA CareerLink Branding miscellaneous items Citing the PA CareerLink Web site On all PA CareerLink correspondence and signage, it is of the utmost importance that the PA CareerLink URL be consistent and recognizable. Therefore, it is highly recommended that all references to the Web site be phrased in the following manner: To visit PA CareerLink online, go to To visit PA JobGateway online, go to Telephone Book Listings For local telephone books (White Pages, Blue Pages, and Yellow Pages), listings should be alphabetized under C for CareerLink, followed optionally by a local designation, since most customers recall CareerLink more than a local designation or PA. By standardizing the listings, when a person uses Internet based directories, all PA CareerLink listings will be consistent, enhancing the brand name across the state and outside of the commonwealth. Signage The illustration below reflects the basic recommended format for an interior wall-mounted sign and an exterior main entrance sign. This illustration is showing required cell padding around the logo. Please note that there are various ways that these could be fabricated, such as silk-screening, vinyl die-cut letter application, or even 3-dimensional fabricated letters. Due to the variety of options available and the need for consistency, the Department requires that logo templates for outsourced print jobs, including signage, be requested through the Department. All printing and design requests should be directed to the Bureau of Workforce Administration following the procedures detailed in Appendix B of this policy. 42

33 Department of Labor & Industry style guide PA CareerLink Branding digital applications Digital Application Usage Guidelines All previous specifications for logo usage set forth within this document must be adhered to when utilizing the PA CareerLink Brand for any digital application, including but not limited to web pages, websites, social media, paid digital media creative, digital video and digital publications. PA CareerLink Usage Guidelines Proximity & Use The PA CareerLink logo must appear to be independent of any other logos or official names being utilized within the same web layout, digital media or publication. The PA CareerLink logo image must be coded as an active hyperlink pointing to the PA CareerLink home page URL: Clear space Appropriate blank space must be maintained around all four sides of the logo, equal to 3% of the width of the logo, while never being displayed with less than 18px of surrounding padding regardless of size. Minimum size requirements The PA CareerLink logo must be displayed at no less than 200px in width. Please take responsive designs into account to ensure the minimum width is met as automatic image resizing is occurring. American Job Center Usage Guidelines Proximity & Use The American Job Center logo must appear on any web layout, digital media or publication where the CareerLink logo is being utilized however the layout should ensure the two logos are presently separately and keeping as much physical space between the two brands as the layout will allow and priority of size and placement should be given to the PA CareerLink brand being displayed. Clear space Appropriate blank space must be maintained around all four sides of the logo, equal to 3% of the width of the logo, while never being displayed with less than 18px of surrounding padding regardless of size. Minimum size requirements The American Job Center logo must be displayed at no less than 144px in width. Please take responsive designs into account to ensure the minimum width is met as automatic image resizing is occurring. 43

34 Department of Labor & Industry style guide PA CareerLink Branding digital applications Web Site Layout Guidance Web Banner/Button Usage Websites and pages may meet the AJC branding requirements by utilizing either a web banner or button. The sample below details the preferred layouts for achieving the AJC branding requirement. PA CareerLink guidelines allow only for the use of the upper case versions of the AJC banners and buttons which can be downloaded using the link below. The use of any other format is not permitted. Web Banner/Button Positioning Options BOTTOM SIDE Important note: PA CareerLink guidelines do not recommend placing the AJC banner or button in the top portion of the website or page. Please see the American Job Center Usage Guidelines - Proximity & Use Section for a full explanation. 44