Transcription
U.S. Census BureauCorporate Identity and Branding StandardsStyle GuideOctober 2019
CONTENTSINTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .About Our Brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .“Measuring America—People, Places, and Economy” . . . . . . . . . . . . . . . . .Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Corporate Identity Standards and Branding . . . . . . . . . . . . . . . . . . . . . . . . . .A Message From the Members of the Corporate Identity andBranding Standards Team . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11222CENSUS BUREAU’S BRAND NAME . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4CENSUS BUREAU LOGO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Logo Placement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Logo Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Color Options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Reproduction Size . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .56678LIMITED-USE LOGOS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .American Indian or Alaska Native (AIAN) Logo . . . . . . . . . . . . . . . . . . . . . . .AIAN Logo Color Options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Puerto Rico Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Puerto Rico Logo Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Color Options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9910111212U.S. DEPARTMENT OF COMMERCE ANDU.S. CENSUS BUREAU SEALS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13COLOR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Census Bureau Corporate Colors—Digital Experience . . . . . . . . . . . . . . . . .Sample census.gov Page: Header-Footer Design . . . . . . . . . . . . . . . . . . .Census Bureau Corporate Colors—Print and Web Products . . . . . . . . . . . .14151617FONTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Fonts for the Digital Experience (census.gov) . . . . . . . . . . . . . . . . . . . . . . . .Fonts for Print and Web Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Primary Font Family . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Supporting Font Family . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Acceptable Alternate Font Families . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .181819202122U.S. Census Bureau3i
CONTENTS—CON.CONTACT INFORMATION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Business Card Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .E-mail Signatures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Sample E-Mail Signature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .OWA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .iPhone . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .232324242424E-MAIL MARKETING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .GovDelivery Template Improvements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Standard Template for Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Mobile Monthly Newsletter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Standard Template for Press Releases . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Mobile One-Column Newsletter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .252525252525EXHIBIT STRUCTURES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Exhibits and Collateral Materials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Sample Portable Exhibit Structures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .262626REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .The Grid System . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Covers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Text Sizes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Imagery Placement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Inside Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .272727293030SHORT REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31BROCHURES AND BOOKLETS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32FACTSHEETS .Template 1 .Template 2 .Template 3 .33333333TEMPLATES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Powerpoint Widescreen Template . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .MS Word Letterhead Template . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .MS Word Factsheet Template . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34353535ii.U.S. Census Bureau
CONTENTS—CON.COPY, MESSAGING, AND USAGE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .36PREFERRED STYLE GUIDE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .508 Compliance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3737CONTACTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .38APPENDIX A . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39MAIL—ENVELOPES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Addressing Mail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Sample Envelopes With Logo Placement . . . . . . . . . . . . . . . . . . . . . . . . . .Quick Reference—Domestic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41414446PHOTO POLICY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Requests for image downloads from PIO . . . . . . . . . . . . . . . . . . . . . . . . . .4747U.S. Census Bureauiii
INTRODUCTIONAbout Our BrandThe U.S. Census Bureau is thenation’s leading source of data andthe public should trust that data.When the public receives mail withthe Census Bureau logo on it, theyshould be inclined to open it andrespond.And when responding to one ofour surveys, they should trust us tokeep their data safe.All of these are positive feelingsand reactions we want people toexperience when they hear or seethe Census Bureau name.We want people to know that theCensus Bureau produces accuratedata about our nation’s people,places, and economy. Equally asimportant, we want them to trustus to keep their data safe andconfidential.This is our brand, and all of us mustconstantly work to support andprotect it.The American people havea generally positive attitudetoward the decennial census.It’s specifically mandated in theU.S. Census BureauConstitution. It’s foundational to ourdemocratic system of government.It demands every household’sattention every 10 years.It’s so well recognized, in fact,that often the smaller surveys weconduct are met with suspicion orconfusion.Our branding and corporateidentity guidelines are partof building trust with surveyrespondents in between thedecennial censuses.When our materials consistentlydisplay our logo and other officiallook and feel elements, peoplecan recognize and verify them aslegitimate.Our surveys, as well as theeconomic census, benefit from thegoodwill of the decennial censuswhen they are visually linked to theCensus Bureau brand.So when people are invited toparticipate in one of our surveys,the connection to the CensusBureau—and all it stands for—isunmistakable.1
“Measuring America—People, Places, andEconomy”Our tagline, “Measuring America—People, Places, and Economy,”reinforces our purpose and mission.We will use this tagline to drivehome the scope of the work we do.Corporate IdentityStandards and BrandingThe standards outlined in thisguide should be applied toall communications materials,including but not limited to thefollowing: Conference materialsObjectives Data visualizations Consistently apply the corporateidentity standards and brandingto illustrate that the CensusBureau is the leader of officialU.S. statistical methodology andreliable data collections. E-mail Effectively promote activitiesconducted by the CensusBureau. Promotional materials Publications Social media channels Videos Provide guidelines forcontractors, vendors, andpartners who produce materialsfor and with us. Maintain the most effectivevisual presence of the CensusBureau’s core identity to serveas the organization’s long-termcorporate brand.2U.S. Census Bureau
A Message From the Members of the Corporate Identity andBranding Standards TeamThis updated style guide aims to better align the look and feel of all ofour communications materials, from digital to print. Use this guide whenmaking design decisions on everything from Web sites, publications,signage, and slide decks to e-mail signatures, newsletters, and videos.We will provide updates to this guide as the need for additional detailbecomes apparent.The goal of our corporate identity program is to present the CensusBureau in a unified, positive way. We want everyone that interacts with usand our data to have a clear sense of the quality of our data and to trustits confidentiality. In order to accomplish this goal, every one of us mustprotect our brand by diligently following these guidelines.Christine E. Taylor (Cochair)Assistant Division Chief,Public Information OfficeLisa Wolfisch (Cochair)Acting Chief,Center for New Media and .PromotionsMichele BartramCustomer Experience OfficerMichael C. CookChief, Public Information OfficeMichele C. HedrickSpecial AssistantJeffrey MeiselChief Marketing OfficerVictor E. RomeroContent IntegratorJanet S. SweeneyCreative Services ManagerU.S. Census Bureau3
CENSUS BUREAU’S BRAND NAMEExcept for the Bureau of the Census seal (used only on official and legaldocuments), we will refer to our agency as the U.S. Census Bureau or theCensus Bureau. For external communications, in the first reference to theagency only, use U.S. Census Bureau; on all subsequent references withinthe communication, use Census Bureau. For internal communications,always use Census Bureau.Never use the Bureau, Census, or BOC alone when referring to the agencyor its programs and work.4U.S. Census Bureau
CENSUS BUREAU LOGOThe Census Bureau logo (known as the standard logo) is the most importantelement of our corporate identity and branding. We use it on digital andprint materials to help our customers clearly recognize us.Use the DOC endorsement (known as the lockup) on all public-facingmaterials associated with our data.Do not use the lockup on promotional materials or materials intended for aninternal audience only.U.S. Census Bureau5
Logo PlacementThe standard logo should be sufficiently isolated from any other elementthat might detract from the logo’s importance. The logo must have one “s”height (from the word “Census”) of unused space around it.Logo ColorPANTONE 647Color builds forPANTONE 647C 95M 75Y 14K 2205493R 32G 84B 147Note: The PANTONE color shown is for example only. See the current PANTONE ColorStandards book for color swatches and formulas. PANTONE is a registered trademark ofPantone, Inc.6U.S. Census Bureau
Color OptionsThe preferred use of the logo is blue on a white or light background. Thelogo may be black or reversed on a dark background of any color. Whenreversed, the logo and lockup must have enough contrast to be clearlylegible.U.S. Census Bureau7
Reproduction SizeThe logo size for a standard 8.5” x 11” page should be 1.5” wide.1.5”You can reduce the size of the logo, but it cannot be so small that itsreadability or reproduction quality is jeopardized. In general, the logoshould be no smaller than 0.75” wide.0.75”8U.S. Census Bureau
LIMITED-USE LOGOSAmerican Indian or Alaska Native (AIAN) LogoThe AIAN logo consists of the words “United States Census Bureau” withtwo feathers encircling the words, displayed in the specific fonts that werecreated for this logo. This logo is for use on products and materials createdfor the AIAN population only. The AIAN logo should never be used togetherwith the standard logo on any material.When the AIAN logo is used, it should be sufficiently isolated from anyother element that might detract from the logo’s importance. The logo musthave one “s” height (from the word “Census”) of unused space around it.U.S. Census Bureau9
AIAN Logo Color OptionsThe preferred use of the AIAN logo is blue words with black feathers. Thelogo may be black or reversed on a dark background of any color. Whenreversed, the logo must have enough contrast to be clearly legible.Black and Pantone 6471BlackReversed on a solid background1 See Pantone 647 color builds on page 6.10U.S. Census Bureau
Puerto Rico LogoThe Census Bureau’s in-language Puerto Rico logo consists of the words“Oficina del Censo, Estados Unidos, Puerto Rico.” No other fonts can beused to build this logo. This logo is for use on products and materialscreated for the Puerto Rican population only. The Puerto Rico logo shouldnever be used together with the standard logo on any material.When the Puerto Rico logo is used, it should be sufficiently isolated from anyother element that might detract from the logo’s importance. The logo musthave one “s” height (from the word “Censo”) of unused space around it.U.S. Census Bureau11
Puerto Rico Logo ColorPANTONE 2613Color builds forPANTONE 2613C 74M 99Y 5K 11671E75R 103G 30B 137Color OptionsThe preferred use of the logo is purple on a white or light background. Thelogo may be black or reversed on a dark background of any color. Whenreversed, the logo must have enough contrast to be clearly legible.Pantone 2613BlackReversed on a solid background12U.S. Census Bureau
U.S. DEPARTMENT OF COMMERCE ANDU.S. CENSUS BUREAU SEALSU.S. Department of CommerceU.S. Census BureauThe Department of Commerce (DOC) and the Census Bureau seals are usedon legal documents that are signed by and carry the names and titles of theSecretary of Commerce and the Director of the Census Bureau.The seals are also used on all awards, legal certificates, and attestationssuch as the following:DOC SealCensus Bureau Seal Publications for publicdistribution, on the title page. Publications for publicdistribution, on the roster page. Survey letters. Copies of documents requiringauthentication that the materialis a true copy of the original. Official statements of thepopulation of municipalities andother places, when requested. Special tabulations andcompilations, when requested.The seals are not used on presentations or internal communications.More detailed information on seals and their usage is available through thePolicy Coordination Office/Policy Portal page on Census Central.U.S. Census Bureau13
COLORA unified color palette is an essential component of corporate identity andbranding. Color consistency helps our customers recognize and connectwith us.The following pages define the color palette for the digital experience(census.gov) and for print and Web products. The majority of the colorsare the same. The two exceptions are the primary blue color is darker in thedigital experience and the print and Web products palette has additionalaccent colors to accommodate special campaigns. A sample census.govpage (see page 20) displays the use of the two
print materials to help our customers clearly recognize us . Use the DOC endorsement (known as the lockup) on all public-facing materials associated with our data . Do not use the lockup on promotional materi
