0304 GUIDELINES BRANDING · the new namic ©2004 namic, inc. | namic brand architecture the new...

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APPROACH• Embrace diversity practices.

• Inform and educate on the issues of diversity.

• Support positive change in the workplace and in the community.

• Fund diversity initiatives.

BRANDINGThe NAMIC logo and brand identity must existacross all communication materials in a consistentmanner, to better reflect the goals, mission andmulti-ethnic makeup of the organization.

STRATEGY• Present NAMIC in a manner that differentiates

it from all other organizations.

• Provide a compelling benefit-oriented statementthat generates interest.

• Provide a single-focused message that serves as an umbrella for all NAMIC initiatives.

• Be dramatic, different, memorable, bold, simple.

• Impart the importance of individual ethnicity in combination with the overall make-up of theindustry as a whole.

MISSION STATEMENTNAMIC strives to encourage diversity in thecommunications workplace in order to createnew opportunities for people of all ethnicities.

NAMIC is an organization that promotes the hiring, mentoring, and advancement of multi-ethnic individuals in the communications industry.

NAMIC is an organization for anyone whobelieves in diversity in the workplace.

NAMIC believes that people of all ethnicitiesdeserve an equal chance at career success and achievement.

NAMIC believes that the communication industry will be stronger and more vibrant if there is greater representation by people of all ethnic persuasions.

©2004 NAMIC, Inc. | NAMIC Brand Architecture MISSION STATEMENT 2

THE NEW NAMIC

©2004 NAMIC, Inc. | NAMIC Brand Architecture THE NEW NAMIC 3

IT STARTS WITH A NEW NAME:

NATIONAL ASSOCIATION FOR MULTI-ETHNICITY IN COMMUNICATIONS

CREATIVE STRATEGY

©2004 NAMIC, Inc. | NAMIC Brand Architecture CREATIVE STRATEGY 4

WHY MULTI-ETHNICITY INSTEAD OF MULTI-CULTURAL?

Cultural = Lifestyle(a choice)

Ethnicity = Diversity (genetic)

NAMIC celebrates the power and potential of diversity.

Diversity = Opportunity

Opportunity = Achievement

Achievement comes in all colors.

multi-ethnic

LANGUAGE GUIDETHE VOICE OF NAMICThe NAMIC brand blends the heritage of theorganization with the energy and promise of thefuture. Through context, tone, imagery and message,our communications must be crafted with a thoroughunderstanding of the mission of our organization andthe values that one would expect from a leadingproponent of multi-ethnic opportunity.

There is nothing staid or formal about the NAMICvoice. It is active and contemporary; it can even be brazen or unconventional, if warranted. We canspeak softly, as if we are in the living room with ourmembers. We can speak with confidence, but neverwith overblown authority or arrogance. Above all, wealways speak with an empathetic understanding ofour members’ wants and needs.

We are not stodgy, domineering or preachy.We are soft-spoken, trustworthy, reliable and honest.

It is important to remember that NAMIC is not a political action group, so we avoid taking publicstances on controversial issues that can detractattention from the primary goals of our organization.We are not chauvinistic or prejudiced, and weattempt to speak clearly and concisely, without condescension, to both men and women of all political persuasions, whether Democratic,Republican, liberal, conservative, or independent.

STRUCTURE—SIMPLICITY,BREVITY AND ECONOMYCraft first sentences and headlines carefully.Grab the reader’s attention at the beginning.Readers tend to scan; if the first sentence is vague or fluffy, they skip to the nextparagraph. A good lead will get their attentionand draw them into reading the whole piece.

Write short, clear paragraphs. When writing longer paragraphs, clarity and simplicity is key.

Where the text is lengthy, insert crossheadsas guides to the reader. They should be shortand meaningful, and written in the same toneas the regular headlines and text.

©2004 NAMIC, Inc. | NAMIC Brand Architecture LANGUAGE GUIDE 5

WRITING STYLE—CLEAR AND SIMPLE• Address readers directly, in 1st or 2nd person.

• Use everyday, conversational language.

• Write in active voice.

• Use contractions.

• Use colloquialisms, anecdotes and narratives,where appropriate

• Use humor sparingly. What is humorous to oneperson, may not be to another.

• Use emotional appeals and empathy.

• Use action statements, verbs and directions.

BRAND PHILOSOPHY

©2004 NAMIC, Inc. | NAMIC Brand Architecture BRAND PHILOSOPHY 6

individualistic

grass-roots

progressive

solid

strong

supportivethorough

accessible

all-inclusive

approachable

broad

concerned

empowering

enabling

ethnic diversity

friendly

CREATIVE PLATFORM

©2004 NAMIC, Inc. | NAMIC Brand Architecture CREATIVE PLATFORM 7

MULTI-ETHNICToday’s communications industry—as well as theworld at large—is a global community made up ofdifferent people of different ethnicities.

UNITYDespite our differences, we join together to ensureopportunity and achievement for everyone.

INDIVIDUALITYOut of the unity of many comes the strength of one.Each of us celebrates our own uniqueness andstrives for personal and professional success.

IN NAMIC

©2004 NAMIC, Inc. | NAMIC Brand Architecture • IN NAMIC 8

The varying dots and tones of the logo represents the diversity of the individualsthat make up NAMIC.

The logo represents the full spectrum of multi-ethnicity within NAMIC.

IN YOU

©2004 NAMIC, Inc. | NAMIC Brand Architecture • IN YOU 9

A GRAPHIC TREATMENT THAT SUPPORTS THE BRAND MESSAGEAll the imagery in the NAMIC materials will consist of“dot patterns,” wherein all graphics are rendered withcombinations of white and single-color dots of varioussizes. Our intention is to use these simple dots tographically represent that all people come from thesame basic unit—whether it’s an atom, a molecule, a cell, what have you—and are deserving of equalopportunity. In so doing, we communicate the coreNAMIC messaging with every graphic.

BRAND COLORSCOLOR OBJECTIVESThe two colors that have been chosen to represent NAMICare green and black, a dynamic, impactful combination.

This particular shade of green represents renewal, hopeand prosperity. Green has an organic, natural feel, whichreflects what is felt when imagining a fresh start on thepath to success, as well as breaking new ground in howwe think about diversity.

Black and shades of grey are strong, solid tones that represent sturdiness and reliability as well as power andauthority. They also provide a formal feel that appeals tothe corporate sector.

Green- PMS 389Contemporary...fresh...progressive...grass-roots...promising

BlackSolid...distinguished...core...dynamic...trustworthy

©2004 NAMIC, Inc. | NAMIC Brand Architecture BRAND COLORS 10

+ = powerfulPantone 389

Black Shades of Grey

4 color processC: 20 M: 0 Y: 85 B: 0

RGBR: 201 G: 219 B: 3

Hex:#C9D803

100 8540

100 40 65 80 5

65 5

LOGO COLOR USAGELogo always appears in tints of black on green

Note: When using logo on white in single color, tint of ‘i’ changes from 5% to 20%. All other values stay the same.

Preferred Logo Usage in color

Preferred Logo Usage in single color on a white background

Note: Tint of the letter ‘I’ changes from a 5% tint of black to 20%

AVOID Logo on any other color and its tints

©2004 NAMIC, Inc. | NAMIC Brand Architecture LOGO COLOR USAGE 11

LOGO PLACEMENTBaseline aligns with:• A page edge

• An image box

• PMS 389 color band

Right aligns to: • A page edge

• An image box


Left aligns to: • A page edge

• An image box


©2004 NAMIC, Inc. | NAMIC Brand Architecture LOGO PLACEMENT 12

TYPOGRAPHY SYSTEM

TYPOGRAPHY SYSTEM 13

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz



HELVETICA BOLDBest used for:

• Headlines

• Subheads

• Chapters

• Project Descriptors

HELVETICA MEDIUMBest used for:

• Highlighting copy when using Helvetica Thin

• Large Numbers

• Body copy in green

HELVETICA THINBest used for:

• Body Copy

• Photo Captions

Note: Default font of Arial is acceptable when necessary.

©2004 NAMIC, Inc. | NAMIC Brand Architecture

TYPE USAGEHEADLINESHeadlines for documents—press releases, memos, etc.—will be presented in a large black ALL CAPS type, guaranteeing that they be received in the boldest mannerpossible. This clear headline format guarantees the quickest initial scan possible—conveying the primary message of the document even if the reader is too busy to look at the copy below.

SUBHEADTo clarify to the reader that the subheads present thesecondary messages, they are presented in grey. TheALL CAPS treatment ensures continuity with the headlineand helps to separate the sections of body copy. They are endured in a point size closer to that of the body copy tolead the reader further into the document.

BODY COPYClear and evenly spaced, the copy is designed to makethe “meat” of any document for easy reading. The wide leftmargin streamlines the copy, eliminates “visual noise” onthe pages and makes for a quick tertiary scan.

PERPENDICULAR TYPEAngled to separate it from the rest of the document, thissimple subhead labels the document—press release,memo, etc.—for easy identification and filing.

©2004 NAMIC, Inc. | NAMIC Brand Architecture TYPE USAGE 14

NAMIC HEADLINE TYPE USAGE EXAMPLE

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SUBHEADBody copy, uter utro sit prior, aufert Pacuvius docti famam senis Accius alti, dicitur Afrani toga convenisse Menandro, Plautus ad exemplar Siculi properare Epich armi, vincere Caecilius gravitate, Terentius arte. Hos ediscit et hos arto stipata theatro spectat Roma potetque poetas.

TAGLINE LOCKUP

©2004 NAMIC, Inc. | NAMIC Brand Architecture TAGLINE LOCKUP 16

X EMBRACE1/2 X

EMBRACE DIVERSITY. EMBRACE SUCCESS.a

a

LETTER LAYOUT

©2004 NAMIC, Inc. | NAMIC Brand Architecture LETTER LAYOUT 17

100 Sample Address

Any City, USA 10010

Month 00, 2004

Dear Sample,

Si meliora dies, ut vina, poemata reddit, scire velim, chartis pretium quotus arroget annum. scriptor

abhinc annos centum qui decidit, inter perfectos veteresque referri debet an inter vilis atque

novos? Excludat iurgia finis, "Est vetus atque probus, centum qui perficit annos." Quid, qui deperiit

minor uno mense vel anno, inter quos referendus erit? Veteresne poetas, an quos et praesens et

postera respuat aetas?

"Iste quidem veteres inter ponetur honeste, qui vel mense brevi vel toto est iunior anno." Utor per-

misso, caudaeque pilos ut equinae paulatim vello unum, demo etiam unum, dum cadat elusus

ratione ruentis acervi, qui redit in fastos et virtutem aestimat annis nihil nisi quod Libitina sacravit.

Ennius et sapines et fortis et alter Homerus, ut critici dicunt, leviter curare videtur, quo promissa

cadant et somnia Pythagorea. Naevius in manibus non est et mentibus haeret paene recens?

Adeo sanctum est vetus omne poema. ambigitur quotiens, uter utro sit prior, aufert Pacuvius docti

famam senis Accius alti, dicitur Afrani toga convenisse Menandro, Plautus ad exemplar Siculi prop-

erare Epicharmi, vincere Caecilius gravitate, Terentius arte.

Non equidem insector delendave carmina Livi esse reor, memini quae plagosum mihi parvo

Orbilium dictare; sed emendata videri pulchraque et exactis minimum distantia miror. Inter quae

verbum emicuit si forte decorum, et si versus paulo concinnior unus et alter, iniuste totum ducit

venditque poema.

Thanks!

Name, Title

2’’1’’

2’’

NEW YORK

CHAPTER LOCKUP

©2004 NAMIC, Inc. | NAMIC Brand Architecture CHAPTER LOCKUP 18

100%

X

X

15%

TYPE SPECIFICATIONSFont: Helvetiva Bold

Kerning: -10 pt.

Size: 15% of ht. of letters ‘NAMIC’

Alignment: Flush right to ‘C’ in NAMIC

CHAPTER GRAPHIC STYLE

©2004 NAMIC, Inc. | NAMIC Brand Architecture CHAPTER GRAPHIC STYLE 20

PERPENDICULAR TYPEFor collateral materials such as business cards and letterhead, each individual chapter name should be rotated 90° counterclockwise and placed either alongside or above the NAMIC logo,depending on application.

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Chapter Lock-up: PMS 389 + Black | Use this proportiuon when green band ht. is over 1.5"

Chapter Lock-up: PMS 389 + Black | Use this proportion when green band ht. is under 1.5"

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Chapter Lock-up: PMS 389 + Black | Use this proportiuon when green band ht. is over 1.5"

Chapter Lock-up: PMS 389 + Black | Use this proportion when green band ht. is under 1.5"

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Logo and chapter lock-up on green: Use this application when green band height is over 1.5”

Logo and chapter lock-up on green: Use this application when green band height is under 1.5”

0304 GUIDELINES BRANDING · the new namic ©2004 namic, inc. | namic brand architecture the new...

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