10/26/2020 Am e riC o rp s VIST A Sponsor Me e ting Oc to be r 21, 2020 1 1 Ag e nda • We lc o me and I ntro duc tio ns • VI ST A Dire c to r Re marks • VI ST A U pdate s • Q&A • We binar E valuatio n • Clo sing Re marks 2 2 1
10/26/2020 T e c h Che c k The Chat will Access the audio be monitored The recording through the throughout and slides will be computer or on our meeting; posted on the the phone: 877- please test it VISTA Campus 853-5257, meeting now with a in the next week. ID 161 500 0017 short greeting. 3 3 Welcome! 4 4 2
10/26/2020 A m e riC o rp s VISTA Tra ining Using a nd Communic a ting Our Ne w Bra nd Oc to be r 21, 2020 5 5 Ag e nda 1. Re vie wing Ame riCo rps’ Ne w Brand 2. Brand E le me nts 3. Putting Our Brand I nto Prac tic e 4. I mple me nting the Ne w Brand 6 6 3
10/26/2020 AIM OF T HE BRANDING PROJE CT Cre ate a c le ar and c o mpe lling sto ry to inc re ase unde rstanding and re c o g nitio n in the public sphe re so mo re Ame ric ans kno w abo ut the o ppo rtunity to se rve . 7 Bra nd Arc hite c ture – Old vs. Ne w 8 8 4
10/26/2020 Messaging Framework 9 9 Bra nd E le me nts 10 10 5
10/26/2020 Logo The first element of our brand identity is our logo. Our logo is a piece of symbolism that was built from our brand strategy and helps to bring our brand pillars to life. It provides a visual representation of the agency’s role to unite America by bringing people together to serve communities. The logo depicts an A with a flag lifting one pillar, symbolic of the way AmeriCorps members and AmeriCorps Seniors volunteers lift up and strengthen communities through service and volunteering. The logo should be treated with respect. It can appear in different ways, but follows a few basic rules. 11 11 PRIMARY LOGOS There are multiple configurations of the logo. As you build communications, you may use the one that best fits your space requirements. The “A” and name “AmeriCorps” or “AmeriCorps Seniors” must always be displayed together in visual representation.* Our logos cannot be modified under any circumstance without permission.** The AmeriCorps logo will be used to represent the agency as a whole. This logo will also be used when referencing one of the following AmeriCorps programs: State and National, VISTA, NCCC, or Volunteer Generation Fund. The AmeriCorps Seniors logo will be used when referencing the programs available exclusively to individuals 55+ years: RSVP, Foster Grandparents, and Senior Companions. *There are a limited number of cases when our agency will be using the “A” due to stylistic or space limitations. ** State Service Commissions may use their state specific logo provided by AmeriCorps . 12 12 12 6
10/26/2020 MINIMUM SIZES When using our logo, please adhere to the following minimum size rules on this page. These have been set to ensure that our logo and name are clear and visible in all communications. 13 13 13 CLEAR SPACE To make sure our logo is legible, it must be surrounded with a minimum amount of clear space. This isolates the logo from competing elements, such as photography, text, or background patterns that may detract attention and lessen the overall impact. The space between the logo and anything else on your item should be the size of the “A” in the AmeriCorps logotype. Using the logo in a consistent manner across all applications helps to both establish and reinforce immediate recognition of our brand. The clear space applies to all versions of the logo. 14 14 14 7
10/26/2020 FILE TYPES The primary and stacked logos for both AmeriCorps and AmeriCorps Seniors are available in the following formats: • EPS: This is a vector file format that can be easily scaled and is best used for t ‐ shirt and gear printing. • JPG: This is an image type that is a smaller file size and has a white background. It is best used for web applications. • PDF: This will be the preferred file type for most print jobs. • PNG: This is an image type with a transparent background that is best used digitally, not suitable for print. https:/ / www.na tiona lse rvic e .g ov/ re sourc e s/ log os 15 15 15 INCORRECT USES Don’t remove, add, or change any elements of the logo, including the agency name. Do not add your program or department name to logo. Pro g ram Name Don’t change the logo’s orientation. Don’t use bevel or emboss effects on the logo. Don’t add “glow” effects to the logo. Don’t add “drop shadow” effects to the logo. Don’t put a white box around the logo when placed on a dark or busy background. Don’t reconfigure or change the size or placement of any logo elements. Don’t distort proportions by stretching or squeezing the logo. Don’t recreate elements or replace them with something. Don’t change the logo font. 16 16 16 8
10/26/2020 Color Palette The second key element of building a brand identity is color selection. Every color has a different feel and association. Colors act as great identifiers and evoke certain feelings toward our brand. Always use the correct color mode and ink formulation for the appropriate application to ensure color consistency across all mediums. 17 17 COLOR PALETTE The primary colors of our brand are navy, crimson, blue, and red. When secondary colors are needed olive, mustard, violet, aqua, gray, and cream can be used. Pantone should be used for solid color printing. CMYK should be used for 4 ‐ color process printing. RGB should be used for digital application. 18 18 18 9
10/26/2020 TINTS AND SHADES A range of tints and shades of our color palette are available to use when you need a bit more flexibility. Tints are available at 20% and 40% lighter than the original color. Shades are available at 20% and 40% darker than the original color. 19 19 19 Typography The third key element of building a brand identity is our font, or typography. 20 20 10
10/26/2020 TYPOGRAPHY Circular is the logo font for AmeriCorps. For marketing materials and short ‐ form copy, AmeriCorps uses Century Gothic. Reports and long ‐ form copy: Avenir 21 21 21 PHOTOGRAPHY Photography is pivotal to tell our story. Our albums are made up of members, volunteers, and the communities we serve. You can access and use photos that we have made available through our Flickr account: https://www.flickr.com/photos/nat ionalservicephotos/albums 22 22 22 11
10/26/2020 Putting Our Bra nd Into Pra c tic e 23 23 Ag e nc y Boile rpla te Use this la ng ua g e to de sc ribe who we a re in c ommunic a tions, suc h a s pre ss re le a se s, fa c t she e ts, e tc . Ame riCo rps, a fe de ral ag e nc y, bring s pe o ple to g e the r to tac kle the c o untry’ s mo st pre ssing c halle ng e s, thro ug h natio nal se rvic e and vo lunte e ring . Ame riCo rps me mbe rs and Ame riCo rps Se nio rs vo lunte e rs se rve with o rg anizatio ns de dic ate d to the impro ve me nt o f c o mmunitie s. Ame riCo rps he lps make se rvic e to o the rs a c o rne rsto ne o f o ur natio nal c ulture . L e a rn more a t Ame riCorps.g ov. Conde nse d: Ame riCo rps is the fe de ral ag e nc y c o nne c ting individuals and o rg anizatio ns thro ug h se rvic e and vo lunte e ring to tac kle the natio n’ s mo st pre ssing c halle ng e s. 24 24 12
10/26/2020 Ple dg e T he Ame riCo rps and Ame riCo rps Se nio rs Ple dg e will c o ntinue to be use d with o ur me mbe rs and vo lunte e rs. T he Ame riCo rps Se nio rs ple dg e has be e n update d to re fle c t the brand’ s ne w name . Ame riCorps Ple dg e Ame riCorps Se niors Ple dg e I will g e t thing s do ne fo r Ame ric a – to make o ur I will g e t thing s do ne fo r Ame ric a – to make o ur pe o ple safe r, smarte r, and he althie r. pe o ple safe r, smarte r, and he althie r. Whe n fa c e d with a pre ssing c ha lle nge , I will bring I will bring Ame ric ans to g e the r to stre ng the n o ur Ame ric ans o f all g e ne ratio ns to g e the r to stre ng the n c o mmunitie s. o ur c o mmunitie s. F ac e d with apathy, I will take ac tio n. Whe n fa c e d with c hildre n a t risk, I will he lp the m F ac e d with c o nflic t, I will se e c o mmo n g ro und. stay in sc ho o l and o n trac k fo r a brighte r future . F ac e d with adve rsity, I will pe rse ve re . Whe n fac e d with o lde r adults in ne e d, I will pro vide I will c arry this c o mmitme nt with me this ye ar and suppo rt and c o mpassio n so the y may ag e with be yo nd. g rac e and dig nity. I am an Ame riCo rps me mbe r, and I will g e t thing s Wo rking fo r the g re ate st g o o d, I will use my life time do ne . o f e xpe rie nc e s to impro ve my c o untry, my c o mmunity, and myse lf thro ug h se rvic e . I a m a n Ame riCo rps Se nio rs vo lunte e r a nd I will g e t thing s do ne . 25 25 26 26 13
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