ONE VISION. ONE BRAND. ONE IDENTITY. - JA 2015-01-02¢  JA ROC AND MEMBER BRANDMARK: COLORS...

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Transcript of ONE VISION. ONE BRAND. ONE IDENTITY. - JA 2015-01-02¢  JA ROC AND MEMBER BRANDMARK: COLORS...

  • ONE VISION. ONE BRAND. ONE IDENTITY. JA Worldwide Brand Guidelines

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    JA

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    3 JA WORKS

    4 JA WORLDWIDE: Our brand positioning

    5 THE IDENTITY SYSTEM 6 Primary brandmark: clear space and size 7 Primary brandmark: formats 8 Primary brandmark: colour and variations 9 Region and member brandmark: formats 12 Region and member brandmark: clear space

    and size 13 JA ROC and member brandmark: formats 14 JA ROC and member brandmark: colour

    and variations 15 Incorrect usages of the logo 17 Logo placement

    18 TYPOGRAPHY 18 Typefaces

    22 OUR COLORS 23 Colour usage 24 Color palettes 25 Colour bar

    26 ICONOGRAPHY USE 26 Colour bar 27 Triangle Graphic

    29 IMAGERY 30 Print Templates 36 Social Media 40 Branded Goods 41 Co-Branding 42 Signage

    JA Worldwide: Brand Guidelines Table of Contents

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    JA

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    We teach students how to start businesses that create jobs.

    We teach entrepreneurial values that strengthen workplaces.

    We teach skills to generate wealth, and manage it.

    We believe in the boundless potential of young people.

    We share their passion for excellence, respect their talents and creativity, celebrate their honesty and integrity, harness their desire for collaboration, and create opportunities for hands-on learning.

    JA Worldwide is one of the largest global NGOs dedicated to addressing fundamental social and economic challenges of young people by educating and empowering them to transform their future and own their economic success.

    Through cutting-edge, experiential learning in financial literacy, work readiness and entrepreneurship, JA Worldwide effectively broadens the canvass of possibility for young people and enriches their ability to contribute to the strength of their families, communities, and economies.

    JA WORKS: We inspire and prepare young people to succeed in a global economy.

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    BRAND POSITIONING

    The JA Worldwide positioning is the unique place we want to occupy in the minds of all our stakeholders. It distinguishes us from our competitors and serves as a platform for developing consistent and integrated communications. It should be the cornerstone for all our marketing communication materials.

    Brand Essence: Empowerment

    Context: In a rapidly changing economic environment

    Definition: JA Worldwide is one of the largest global youth-focused NGOs

    Differentiation: that is dedicated to addressing fundamental social and economic challenges of young people

    Deliverable: by educating and empowering them to transform their future and own their economic success.

    Image Attributes: Knowledgeable, Innovative, Driven, Effective

    The JA Worldwide brand guidelines serve to ensure a visual coherency and consistency across all our touchpoints, and support our brand positioning efforts.

    JA Worldwide: Our Brand Positioning

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    JA

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    Brandmark:

    The lockup of the pyramid and the wordmark.

    Wordmark:

    The ‘JA Worldwide’ text itself.

    Icon:

    The pyramid symbol. The three sides of the pyramid represent three brand elements: young people, education programs, and adult constituents. The upwards steps represent the sequential nature of the core JA programs.

    THE IDENTITY SYSTEM: JA WORLDWIDE PRIMARY BRANDMARK

    Consisting of an icon and wordmark, our identity is a valuable asset that must be respected and protected. There are three elements that form the JA Worldwide brandmark and the relationship between the brandmark elements must never be altered.

    The primary brandmark, where the pyramid icon is positioned to the left of the wordmark, is the preferred format. Please use this format for most communications.

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    JA

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    J = height

    THE IDENTITY SYSTEM: JA WORLDWIDE PRIMARY BRANDMARK: CLEAR SPACE AND SIZE

    Clear space is essential for maintaining the JA Worldwide brandmark lockup. Do not place any text of graphics within the minimum space surrounding the logo. The minimum space should be at least the height of the brandmark. Please use the clear space guideline for all logo variants. Whenever possible, allow for more clear space.

    Above are the minimum and maximum sizes allowed for any given variation of the primary logo on regular documents and communications. Use minimum and maximum pixel size for web-related materials. Please do not size the logo outside this range with the exception of branded goods and signage.

    30 MM 85 px

    70 MM 100 px

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    THE IDENTITY SYSTEM: JA WORLDWIDE PRIMARY BRANDMARK: FORMATS

    Secondary Brandmark: The format of the secondary brandmark is vertically-stacked. The pyramid icon is centered above the wordmark. Usage of this format is specifically for social media platforms as well as appropriate for promotional products and branded goods.

    Use of the pyramid icon alone must follow the following guidelines:

    1. The proportions of the pyramid and upward step elements must remain intact and in proportion to the pyramid.

    2. The pyramid cannot be rotated. 3. The pyramid must be in one of the acceptable colors. 4. The upward steps in the pyramid are transparent 5. The JA logo in its entirety must be visible elsewhere on the material.

    ADDITIONAL TAGLINES OR TEXT

    A version of the logo is available online with a tagline that reads “empowering young people to own their economic success.” This is a text/graphic lockup in that nothing can be edited, and the lockup must be used as is. No changes may be made to content or placement of elements. Currently this lockup is being used on the back side of business cards for JA Worldwide.

    empowering young people to own their economic success

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    THE IDENTITY SYSTEM: JA WORLDWIDE PRIMARY BRANDMARK: COLOR AND VARIATIONS

    Adobe Garamond Pro

    PMS 348 100/0/85/25 0/118/61

    Orange PMS 021 CMYK: 0/53/100/0 RGB: 239/121/12

    Black

    White (knockout)

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    JA

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    THE IDENTITY SYSTEM: JA REGION AND MEMBER PRIMARY BRANDMARK FORMAT

    Brandmark: The lockup of the pyramid icon, the wordmark, endorsement line and name of region or country. One regional example and one member example are shown below:

    The JA Regional Operating Center (ROC) and Member brandmark consists of five elements. The relationship between these elements can only be altered in specific circumstances (see page 14).

    This is the primary format of the ROC and Member brandmark, where the pyramid icon is positioned to the left of the wordmark, is the preferred format. Please use this format for most communications.

    Icon: The pyramid symbol.

    Wordmark: The ’JA’ text itself.

    Endorsement line: The statement that highllghts the relationship between JA Worldwide and the JA organization, and links the brands through a shared high-level promise.

    Location: Name of region or country.

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    THE IDENTITY SYSTEM: JA REGION AND MEMBER PRIMARY BRANDMARK FORMAT

    Impulsa

    INJAZAl-Arab

    Jong Ondernemen

    This variation uses the local language name, roman script with the inclusion of the wordmark ‘JA’. The endorsement line can be translated into the local language, with the exception of ‘JA Worldwide’.

    This variation uses the local language name, roman script without the incorporation of the wordmark ‘JA’. However, an equivalent term or acronym in the local language is used in its place.

    This variation can also be used when the wordmark is not appropriate for use based on local language definition or cultural relevance. The endorsement can be translated into the local language, with the exception of ‘JA Worldwide’

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    JA

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    THE IDENTITY SYSTEM: JA REGION AND MEMBER PRIMARY BRANDMARK FORMAT

    This variation uses the local Language name in local language script with the inclusion of the wordmark ‘JA’. The endorsement line can be translated into the local language, with the exception of ‘JA Worldwide’.

    This variation uses the wordmark ‘Junior Achievement’ in lieu of ‘JA’. The wordmark and region or country name are vertically stacked within the brandmark lockup.

    This variation usage is exceptional and typically associated with JA Organizations that have been operating for many years. As such, t