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American SpacesBrand GuidelinesVERSION: September 2017American Spaces U.S. Department of StateLasted Edited By: Leigh K. Rawls - IIP Office of Design
Contents2The Logo3Colors5Cobranding6American Spaces U.S. Department of State
The Logo Full Color3The American Spaces logo represents the Departmentof State’s initiative coordinating all American Centers,Download Full Color LogosLogo TypefaceAmerican Corners, and America Houses around theworld. Products and deliverables created for and usedby these spaces may utilize this logo to represent theAmerican Spacesrelationship.Horizontal (Primary)The full color American Spaces logo should only be usedArial RegularLogo Colorson a white background. This helps ensure legibility of thebrand name as well as the best experience of the logo100, 95, 0, 339, 54, 145#273591Dark Blue 072Ccolors.The horizontal version should be used primarily. Ifthe horizontal version will not suffice, then the verticalAmericanSpacesversion may be used. If a version is needed without thetext, but the American Spaces brand name is includedsomewhere on the deliverable, such as for a socialmedia avatar image, the tertiary version may be used.0, 100, 77, 16204, 19, 53#CB1334Dark Red 199CMark (Rarely)Vertical (Secondary)Incorrect Use of LogoAmericanSpacesDo not stretch or warp the logo.AmericanSpacesAmericanSpacesDo not rotate the logo.Do not recolor or overlay the full colorlogo as a transparency.American Spaces U.S. Department of StateAmericanSpacesDo not place the fullcolor logo on a color.Do not use old orout of date versions.
The Logo Black and White4The black and white logos are tobe used when overlaying the logoon a colored background.The black version should only beused on lighter colors while thewhite version should only be usedon darker colors. This ensurescontrast is high enough forlegibility for low vision consumers.AmericanSpacesAmericanSpacesDownload Black LogosThe American Spaces black logo onLight Blue.Download White LogosThe American Spaces white logo onDark Blue.Incorrect Use of Black and White LogosAmericanSpacesAmericanSpacesDo not stretch or warp the logo.Do not rotate the logo.AmericanSpacesDo not place the black logo ondark colors.American Spaces U.S. Department of StateAmericanSpacesDo not place the white logo onllight colors.
American Spaces ColorsAmerican Spaces partnered withthe Smithsonian Institution todevelop a style guide, known asthe Ideas Book, for the design ofthe physical Spaces. This colorpalette is the same as the palettesuggested in the Ideas Book.Main colors are derived from theAmerican Spaces logo and will beused most often. Accent colorsshould be used spairingly.The following swatches includethe CMYK, RGB, Hex Code, andPantone values for ease of useacross deliverable and file types.5Main Colors0, 100, 77, 16204, 19, 53#CB1334Dark Red 199C0, 79, 73, 6226, 87, 80#E25745Red 032C100, 95, 0, 339, 54, 145#273591Dark Blue 072C70, 47, 0, 086, 126, 191#557DBFBlue 2727C12, 8, 9, 23178, 181, 192#B1B4B5Medium Gray 4C5, 3, 5, 11215, 216, 214#D6D7D6Light Gray 2C2, 1, 3, 0247, 248, 244#F7F7F311-0601 TCX75, 68, 67, 1000, 0, 0#000000Black1, 87, 89, 4226, 70, 47#E2462FLight Red 1797U43, 9, 8, 8131, 182, 204#83B6CCLight Blue 7695C30, 0, 7, 0173, 223, 233#ADDFE9Light Blue 635C0, 20, 100, 0255, 203, 4#FFCB04Yellow 116CNeutralsAccent Colors2, 99, 62, 11209, 25, 71#D11947Red 193CAmerican Spaces U.S. Department of State
Cobranding Visibly American6These guidelines should not be interpreted as a mandate that USG information products be a lineup of logos. This is onlya guideline for placement when logos are being used to represent sponsorship or involvement by multiple entities withthe United States Government. As you will see in the examples, a group of logos is rarely the main part of an informationproduct and they are usually subordinate to the main visual element. Use best judgement when deciding between thevertical or horizontal American Spaces logo lockup based on the partnering logo styles.HorizontalVerticalGroupingIn a horizontal line of logos, the U.S.flag should be the first icon on the leftfollowed by the State Department sealor, in the event of use of both the U.S.and the host-country flag, the U.S.and host-country flags should enjoyequal prominence, followed by theState Department seal and finally theAmerican Spaces logo.In a vertical line of logos, the U.S.flag should be the first icon on the topfollowed by the State Department sealor, in the event of use of both the U.S.and the host-country flag, the U.S.and host-country flags should enjoyequal prominence, followed by theState Department seal and finally theAmerican Spaces logo.When used with other Departmentor foreign seals and implementingpartner logos, the icons should belocated together as one element.Within this group, the flag must beplaced according to the vertical andhorizontal cesAmerican Spaces U.S. Department of State
Cobranding Partnerships7The guidelines here should not be interpreted as a mandate that USG information products be a lineup of logos. This isonly a guideline for placement when logos are being used to represent sponsorship or involvement by multiple entities.As you will see in the examples, a group of logos is rarely the main part of an information product and they are usuallysubordinate to the main visual element. Use best judgement when deciding between the vertical or horizontal AmericanSpaces logo lockup based on the partnering logo styles.New logos should not be developed to describe partnerships.HorizontalVerticalGroupingIn a horizontal line of logos, theAmerican Spaces logo should bethe first icon on the left followedby the partnering institutions andorganizations. If Visibly American isrequired, the group is preceded asstated previously.In a vertical line of logos, the AmericanSpaces logo should be the first iconon the top followed by the partneringinstitutions and organizations. IfVisibly American is required, the groupis preceded as stated previously.When used with other Departmentor foreign seals and implementingpartner logos, the icons should belocated together as one element withthe American Spaces logo positionedas the first to the top and left. If VisiblyAmerican is required, the group ispreceded as stated previously.AmericanSpacesAmericanSpacesAmerican Spaces U.S. Department of State
“American Spaces Brand Guidelines”VERSION: September 2017American Spaces U.S. Department of StateLasted Edited By: Leigh K. Rawls - IIP Office of Design
American Spaces partnered with the Smithsonian Institution to develop a style guide, known as the Ideas Book, for the design of the physical Spaces. This color palette is the same as the palette suggested in the Ideas Book. Main colors are derived from the American Spaces logo and will be used most often.
