Brand Identification Guidelinesimages.akc.org/pdf/clubs/AKC_Brand_ID_Guidelines_8-14-06.pdf ·...

BrandIdentificationGuidelines

The American Kennel Club name, seal and its graphic representationsare among our most valuable assets.

In order to preserve and strengthen our identity we have developed a Brand Identification Program which encompasses all aspects of ourvisual identity.

The requirements, policies and guidelines of this program are summa-rized in this manual. The manual serves as a reference for all who areinvolved in any phase of development or implementation of materials.

This program will serve to make all of our communications more visu-ally consistent and will present the AKC brand in the most effectiveand positive manner.

The success of this new AKC Brand Identification Program requiresyour understanding and cooperation.

I have been involved in the development of this program from itsinception and am highly committed to its successful operation. I knowI can count on your complete and enthusiastic support.

Dennis B. SprungPresident and Chief Executive Officer

Message Fromthe President

American Kennel Club

Table ofContents

Grid 5.5 x 8.5 3.7Interior Pages

Grid 3.5 x 8.5 3.8Cover & Back Cover

Grid 3.5 x 8.5 3.9Interior Pages

Advertising Artwork 3.10

Advertising Layout 3.11

Supporting Typography 3.12

Supporting Typography 3.13

Co-BrandingEndorsement Statement 3.14

Co-BrandingEndorsement Statement 3.15

Branding Usage of the AKC Logotype

At AKC Sanctioned Events 3.16

Club Usage of 3.17AKC Logotype

On Printed Materials 3.18Club Useage of AKC Logotype

On the Internet 3.19Use of AKC Logotype At Sanctioned Events

Use of AKC Logotype 3.20on Banners

Club Usage of AKC/Eukanuba 3.21National Championship Logotype

File Naming 4.1

Message from the President

Glossary of Terms 1.1

Introduction 1.2

Logotype Usage

Logotype 1.3

Logotype with Themeline 1.4

Legal Considerations 1.5

Minimum Size 1.6

Preferred Colors - Positive 1.7

Preferred Colors - Negative 1.8

Reserved Area 1.9

Incorrect Use/Examples 1.10

Stationery

Overview 2.1

Letterhead - Electronic 2.2Templates

Forms - Electronic 2.3Templates

Business Cards 2.4

Additional Applications 2.5

Marketing/Publications Design

Overview 3.1

Layout and Graphic Style 3.2

Design Grid System 3.3

Grid 8.5 x 11 3.4Cover & Back Cover

Grid 8.5 x 11 3.5Interior Pages

Grid 5.5 x 8.5 3.6Cover & Back Cover


The terms introduced on this page are thebasic building blocks of the AKC BrandIdentification Program. Each term is fol-lowed by a short definition.

SealThe circular graphic seal design containingthe AKC initials without the signature.

SignatureThe specific letterforms and two-line presen-tation for the AKC name without the seal.

Logotype/LockupThe prescribed arrangement or “lock-up” ofthe circular seal with the AKC signature.

TaglineThe current AKC tagline is “We’re more thanchampion dogs. We’re the dog’s champion.”

Reserved area or “clear zone”The minimum space to be left free oruncluttered around the AKC logotype, inorder to avoid any other competing graphicor typographic element.

Positive reproductionThe printing of black or a dark-color logo-type or typographic element on a white ora light-colored background.

Negative reproductionProducing a white or a light-colored logo-type or typographic element on a black ora dark-colored background.

The terms “reverse,” “knock-out” or“dropout” also refer to negative reproduction,because it is the background color that isprinted, with the type appearing in thecolor of the paper stock.

Supporting typographyThe specific typefaces selected for primaryuse in the AKC program.

Grid systemThe organized or disciplined arrangement of all elements in a layout.

Flush left alignmentThe vertical alignment of the left edge or margin of typography and graphic elements.In this form of alignment the right margin isusually not aligned vertically, and is describedas “ragged right” or “non-justified”.“Justification”aligns both the left and right margins, and issometimes used in the design of body copy.

Centered alignmentThe controlled design of formats by balancingheadlines or titles, body copy and illustrativematerials equally on each side of a centerline drawn through the format.

Flush right alignmentThe vertical alignment of the right edge ormargin of typography and graphic elements.In this form of alignment the left margin isusually not aligned vertically.

Headline or title copyThe featured or primary use of typography inan advertisement, brochure, newsletter, etc.

Body copyThe text of an ad, brochure or manual.

Address copyThe copy block that presents the addressinformation and telephone numbers in sta-tionery, forms, ads and brochures.

Bleed-off or bleedingThe term used to describe having a graphicelement (whether a photograph, rule orline, band, or any other graphic element)continue off the edge of a communicationsitem (such as a printed page or a banner).

Glossary of Terms

American Kennel Club 1.1

Introduction


The AKC logotype is the cornerstone ofour Brand Identity Program. Designed toreflect unique core values, it is important tofollow specific implementation guidelineswhen reproducing the logotype.

In addition, a full range of graphic formats andprinciples have been developed for all com-munications materials, and guidelines havebeen developed for future applications.

Adherence to these guidelines should beconsidered an important part of eachemployee’s responsibility.

Logotype The new logotype combines the seal with thecustomized rendition of the words “AmericanKennel Club” in a deliberate size and place-ment relationship.

This relationship of the graphic seal to the“American Kennel Club” name is fixed andmay not be altered.

The two authorized “lock-ups” illustratedbelow are the only renditions of the logo-type to be used.

The stand alone seal is only to be used inexceptional cases. Contact AKC ExecutiveSecretary James Crowley for permission, [email protected], or 212-696-8234.


LogotypeHorizontal lock-up

Either the Horizontal or theVertical lock-up of the logotype,as illustrated, is to be used forall applications.

LogotypeVertical lock-up

Seal

LogotypeWith Themeline

A themeline has been created to complimentthe AKC logotype in a range of marketingand promotional applications. The themelineserves to reinforce the AKC brand and maybe used in applications such as advertising,brochures,banners and other collateral material,in support of AKC programs and events.

Rendition of the themeline in relationship tothe AKC logotype should conform to theexamples illustrated below.


PreferredOne color bluePantone 286

PreferredOne color black

LogotypeLegal Considerations

We are in the process of applying for federalregistration of the AKC logotype and seal.Until that time, each use of the AKC logo-type must bear either the SM (service mark)or TM (trademark) designation. The nature ofthe use will determine whether SM or TM isappropriate. The AKC logotype should bearthe SM when used on items such as, but notlimited to, letterhead, brochures or materialspromoting the AKC services. The AKClogotype should bear the TM when used onitems such as, but not limited to, baseballcaps, sweatshirts, videos and licensed prod-

ucts. When federal registration is obtained,all uses of the AKC logotype should bear the®. The Legal Department will advise whensuch registration is obtained.

If you are in doubt as to which designationto use, contact Michael Swick in the AKCLegal Department at [email protected], or 212-696-8311.


LogotypeHorizontal lock-up

LogotypeVertical lock-up

TM

TM

Seal

LogotypeMinimum Size

In order to ensure sharp reproduction andclear legibility the logotype should not beprinted smaller than the minimum sizes indicated below.

Consideration of printing method (e.g., offset,hot stamp, digital printing) should be takeninto account to determine readable smallscale reproduction.

Minimum Size Horizontal lock-up

Minimum Size Vertical lock-up

1.25” width


0.7” width

LogotypePreferred ColorsPositive

Two preferred color options are available forpositive rendition of the logotype; Blue Pantone286 and Black. When possible, use the preferredcolor options, especially on “high exposure”materials.

Care should be taken to provide sufficientcontrast from background color or value toensure good contrast and clear legibility.

PreferredOne color BluePantone 286

PreferredOne color Black


LogotypePreferred ColorsNegative

The AKC logotype may also be presented usingnegative or reverse "drop-out" reproduction.The following alternatives are all acceptable:

White (or a light paper stock) reversed outof Black or Dark Blue.

White (or a light grey background) reversedout of any sufficiently dark color.

Be sure to achieve sufficient contrastbetween background color and logotype.

Never reverse the logotype out of two or more different background colors.

Presented correctlyreversed out of a single colorbackground

Presented incorrectlyreversed out of a single colorbackground


LogotypeReserved Area or“Clear Zone”

In order to present the AKC logotype with-out competition from other typographic ordesign elements, a sufficient reserved areaor “clear zone” has been established.

As a “rule of thumb,” leave at least theequivalent height of the two lines of typethat render the AKC name around all foursides of the logotype as illustrated below.

The reserved area will remain proportionateto the sizing of the logotype.

1x= Two lines of type

Minimum ReservedArea or “Clear Zone”


x

xx

x

x

xx

x

LogotypeIncorrect Use/Examples

The general guidelines for avoiding incorrectpresentation of the AKC logotype are:� Never reproduce the logotype from un-authorized artwork.� No modifications to the artwork, including colorspecifications, position and relative size of theelements, or “drop shadowing,” are permitted.� The logotype should never be presented on atextured or heavily patterned background.

� Never present the logotype in a geometricshape that may appear to be part of the sig-nature, or confine it tightly in a band or bar.� Do not present other seals, logotypes orcopy in close proximity to the logotype.

Unauthorized colortreatment

Unauthorized“lock-up”

Distorted image

ANNUAL DOG SHOWLogotype as part of aheadline or othercopy treatment


Patternedbackground

Insufficient contrast

StationeryOverview

Specific guidelines governing the design and production of stationery materials have been established. On the followingpages are examples of stationery items,which reflect desired visual coordination in terms of layout, placement of the AKClogotype, and use of color and typography.

Stationery items (letterheads, businesscards, etc.) must be ordered only throughapproved vendors who have been instructedin the proper formatting of materials.

Please refer to the Purchasing Departmentstationery order form which can be foundin the network “P” drive in the formsdirectory;P: Forms/ New AKC Logo Info/ Order Forms


260 Madison Avenue New York, NY 10016 Tel 212 696-8359 Fax 212 696-8329 www.akc.org

Date:

To:

From:

Tel:

Message:

Fax Transmittal

Time:

Fax:

Fax:

Pages, incl this cover:

5580 Centerview Drive Raleigh, NC 27606 Tel 919 816-3600 Fax 919 816-3627 www.akc.org

260 Madison Avenue New York, NY 10016 Tel 212 696-8359 Fax 212 696-8329 E-Mail [email protected]

Ronald H. MenakerChairman of the Board

260 Madison AvenueNew York, NY 10016


James CrowleyExecutive Secretary


Tel 212 696-8234Fax 212 696-8252E-Mail [email protected]


StationeryLetterheadElectronic Templates

Electronic templates have been developedto provide computer/laser print-outcapability for individual/personalizedletterhead (black and white). Size andplacement of the logotype, individual nameand title, and address information are pre-determined and may not be altered.

Templates are located at;P: Forms/ New AKC Logo Info/ Templates


Daisy OkasAssistant Vice President,Communications




Press Release

StationeryFormsElectronic Templates

Electronic templates have also beendeveloped to enable computer generatedreproduction for the facsimile cover sheet,memorandum form and press release form.

The schematics below illustrate the correctapplication of the AKC logotype andtypographic layout on these materials.

Templates are located at;P: Forms/ New AKC Logo Info/ Templates

To:

From:

Subject:

Date:

Memorandum


Date:

To:

From:

Tel:

Message:

Fax Transmittal

Time:

Fax:

Fax:

Pages, incl this cover:


StationeryBusiness Cards

Business cards are a simple yet formalmeans of introduction.

Do not overload them with too muchinformation, such as multiple addresses andcontact numbers. The inclusion of toomuch data is likely to confuse rather thenclarify information for the recipient.

All attendent information is typeset in GillSans and prints in black.

A gold foil seal may be used in the lockupon prominent items such as business cards,AKC Pedigrees, Champion certificates,DNA certificates, and Junior certificates.

Authorized digital artwork is provided forthe reproduction of all business cards.





David RobertsAssistant Vice President

Registration and Customer Services

5580 Centerview DriveRaleigh, NC 27606


5.5” x 3.5” mailing label

#10 business envelope

4” x 6” notepad

StationeryAdditional Applications

The schematics below illustrate thecorrect application of the AKC logotypeand placement of typographic informationon a range of stationery materials.

Authorized digital artwork is provided for the reproduction of these materials.


260 Madison Avenue New York, NY 10016Tel 212 696-8359 Fax 212 696-8329 www.akc.org



6” x 9” notepad

260 Madison Avenue New York, NY 10016

Marketing/Publications DesignOverview

Marketing and educational materials andother publications provide opportunitiesfor the AKC to reflect a cohesive andprestigious brand impression to itsaudiences.

Since promotional literature requires areasonable variety of graphic layouts, theobjective in developing marketing materialsis to achieve a high level of visual consistencywhile providing sufficient design flexibility.

To accomplish this objective, certain keyelements have been identified andcoordinated within a structural layoutsystem called a design “grid.”


Marketing/Publications DesignLayout and Graphic Style

Use the recommended grid system on allcover and interior layouts.

Placement of the logotype on the gridquadrant is fixed in lower right position.

Preferred rendition of the logotype is blueon a white background.

Border System ElementThe border system element is integral to theAKC publication design system and shouldbe incorporated on all cover designs.

Use the border system element to integratephotography, illustrations, typography, andother graphics.

The border system element can berendered in linear form as well as solidbands. For non-bleed situations, the linearsystem element is cropped off as shown inthe grid.


Sample cover showing theborder system element asa solid band.

Sample cover showing theborder system element aslinear form.

Marketing/Publications DesignDesign Grid System

A design grid is a flexible planning aid forstructuring the layout of a printed page orpublication. Basically, a design grid providesthe user with a visual aid for creating awide variety of layouts within a prescribed,coordinated visual/graphic format. A gridprovides the underlying structure ofhorizontal and vertical reference points forthe placement of graphic elements.

Design grids serve both to help organizean individual publication and to establish

a coordinated style across a series ofpublications.

Attendant graphic elements, includingheadings, text, rules, photographs andillustrations can be aligned on any givengrid in a variety of ways.

The grid for the cover page is divided intofive horizontal sections. The bottomquadrant is left clear to provide a neutralbackground for the logotype.

0.5”

2.2”

0.5” 0.3”

1.75”

0.3” 0.3”

8.5” x 11” 5.5” x 8.5” 3.5” x 8.5”


3.125” 2.25” 1.125”

Note: Fixed size and placement of thelogotype for brochure cover design.

Marketing/Publications DesignGrid 8.5” x 11”Cover and Back Cover

0.5”

30% of Actual Size


0.75”

0.5” 0.25”0.5”

2.2”

0.5”

3.125”

0.75”

Cover Back Cover

Marketing/Publications DesignGrid 8.5” x 11”Interior Pages

1”

0.5”

30% of Actual Size


0.75”

1” 0.5”0.25”

Interior

Marketing/Publications DesignGrid 5.5” x 8.5”Cover and Back Cover

45% of Actual Size


Cover Back Cover

0.3”

1.75”

0.3”

2.25”

0.5”

0.5”

0.5”

0.5”0.25”

Marketing/Publications DesignGrid 5.5” x 8.5”Interior Pages

0.5”

0.5”

45% of Actual Size


0.5”

0.5”0.25” 0.5”

Interior

Marketing/Publications DesignGrid 3.5” x 8.5”Cover and Back Cover

60% of Actual Size


Back Cover

0.3”

1.75”

0.3”

1.125”

0.5”

0.5”

0.25” 0.25”0.25”

Cover

Marketing/Publications DesignGrid 3.5” x 8.5”Interior Pages

0.5”

60% of Actual Size


0.5”

0.25” 0.25”0.25”

Interior

Marketing/Publications DesignAdvertising artwork

Special artwork which incorporates the lockupand tagline has been created for the currentAKC advertising campaign. It may be used inmarketing/publication design.

The ads are composed generally following thepromotional application grids, however theydo not use the border system elements.


We’re more than champion dogs. We’re the dog’s champion.

™

F O U N D E D 1 8 8 4

3.10

Marketing/Publications DesignAdvertising layout


Sample ad showing thespecial advertising artworkand proper use of theAKC logo and themeline.

Sample ad showing thespecial advertising artworkand proper use of the AKClogo and themeline.

3.11

To have cohesiveness, a Brand IdentityProgram should have consistent use of a fewselected typefaces as supporting typography.Also to maintain the creative freedomnecessary for variety, there should be theflexibility to use other typefaces as well.

The AKC program will provide such strongcoordination with the use of limitedtypefaces, while also allowing controlled useof other typefaces for variety.

Gill Sans has been selected as a primary sans serif typeface to use as supportingtypography for this program.

Gill Sans

Gill Sans Bold

Gill Sans Extra Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxwz




Gill Sans provides a wide variety of weightsand styles.

Gill Sans should be considered for headlinesand titles. All of the titles and body copy inthis manual use Gill Sans.

Avoid the use of all capital letters, so that theuniqueness of the AKC logotype will befeatured.

The following exhibits show various weightsand styles of Gill Sans.

Marketing/Publications DesignSupporting TypographyCorrect Use

Bodoni

Bodoni Italic

Bodoni Bold

Bodoni Bold Italic





Bodoni has been selected as a primaryserif typeface to use as supportingtypography for this program.

Bodoni is a classic and very readabletypeface and should be considered for useas body copy.

It is also appropriate to use Bodoni forheadlines or titles. The use of other seriftypefaces, such as Times New Roman andGaramond is also acceptable.


Present all serif type with initial capitalsand lower case letters.

Avoid the use of all capital letters.

The following exhibits show variousweights and styles of Bodoni.

Marketing/Publications DesignSupporting TypographyCorrect Use

The AKC’s long tradition of sponsoredprograms and events typically results in thecreation of additional logotypes, seals andgraphic elements.

In order to provide increased coordinationand compatibility between the AKC brandidentity and a specific program or sponsoredevent, an endorsement statement has beenestablished to link all program and eventactivity with the AKC as illustrated below.


Only authorized reproduction artwork is tobe used to render these endorsementstatements.

Endorsement Statement

Marketing/Publications DesignCo-BrandingEndorsement Statement

SM

or

The following examples illustrate the use ofexisting program and event graphics incombination with the endorsement statement.

While the “Canine Good Citizen” graphic willcontinue to incorporate the stand alone AKCseal as part of its logotype, the practice ofcombining the stand alone AKC seal in futureprogram or event graphics will be discontinued.


Furthermore when new logos are developed,the AKC lock-up should be a main designelement as illustrated on pg 3.14.

Established AKCProgram LogotypesCo-BrandingEndorsement Statement

SM

SM

SM

New logotypes created since the introductionof these guidelines feature the AKC lock-up asthe main design element.Therefore there is noneed to include an endorsement statement.(See examples below).


New AKC ProgramLogotypes

AKC member, licensed or sanctioned clubs ingood standing may use the AKC logotype in newsletters, brochures or other printedmaterials in order to identify the club asAKC-affiliated. Logo presentation must includea description of the club’s relationship to the AKC, such as “XX Kennel Club is aMember Club of the American Kennel Club”(or “Licensed” or “Sanctioned” as appropriate)along with the AKC logotype.


The AKC logo may also be used as a visualenhancement to any reprinted documentauthored by the AKC, such as the monthlyAKC Chairman’s Report, Code ofSportsmanship or an AKC press release.However, the logo may NOT be used with any editorial or other content notoriginally authored by the AKC.

Club Usage of AKC LogotypeOn Printed Materials

Example of the front pageof a club brochure.

Example of cover of show catalog.

AKC member, licensed or sanctioned clubsare encouraged to use the AKC logotype ontheir club websites. If a club chooses to do so, they must adhere to specific criteria listed below.


The AKC will, in turn, present club logoson AKC websites when applicable.However, the specific criteria listed belowmust be met.

Club Usage of AKC LogotypeOn The Internet

A. Club must be AKC member, licensed or sanctioned club in good standing.

B. Logotype will be provided by AKC and must be displayed in a manner specifiedby AKC as outlined in these Guidelines.

C. Logo presentation must include clubrelationship to the AKC. A descriptionof the club's relationship to the AKC,such as "XX Kennel Club is a Member(or "Licensed" or "Sanctioned" asappropriate) club of the AKC" must be included with the AKC logotype.

D. Logo/graphic must be linked to AKCWebsite homepage.

A. Club must be AKC member, licensedor sanctioned club in good standing.

B. Club will provide to AKC an electronicform of the club logo (logo file shouldbe as large as possible to allow forflexibility to size the logo as needed).Width of 150 pixels or greater is best.

C. Logo/graphic, if available, will link to club Website homepage. (Sendelectronic version of your logo as well as the URL of your Website to [email protected].

D. Club logo will be displayed wheneverclub name is mentioned, if possible.

Example of approved use of AKClogotype on club website.

The AKC logotype must appear in thecertification in all premium lists and catalogs.Additionally, the AKC seal must be on theface of all prize ribbons or as the button forrosettes at AKC events.The use of thestandalone AKC seal is also permitted onpins, medals and stickers. When thestandalone AKC seal is used, you must usethe SM designation.


Use of AKC LogotypeAt Sanctioned Events

Example of approved use of AKClogotype in the certification statement of the premium list.

AKC banners are part of AKC licensedsuperintendents' equipment.AKC providesbanners at no charge to all superintendents,who will work with clubs to hang therequired AKC banners at shows.

The banner program policies apply to allclubs. If you are using a superintendent that isproviding equipment, the superintendent willprovide the banners. Clubs that are not usinga superintendent are not required to displaybanners but are encouraged to purchase anddisplay AKC banners in prominent places attheir events.


The AKC banners are uniform in color anddesign so they have national recognitionand promote a uniform image of the AKC.Individual club banners may be orderedcustomized with specific colors anddesigns.Additional information on thebanner program is available athttp://www.akc.org/clubs/banner_program.cfm

Use Of AKCLogotype OnBanners

Examples of approved use of AKClogotype on club banners.

As with the AKC logotype, the AKC/EukanubaNational Championship logo may be usedwhen reprinting documents issued by AKCor The Iams Company. However it may notbe used as a graphic design element in anycircumstance without permission from theAKC or The Iams Company.The logo may beused in photos in which it naturally appears;i.e. a "win" photo.

Club Usage OfAKC/EukanubaNational ChampionshipLogotype


The Iams Company has created a separateguideline document for the use of the AKC/Eukanuba logotype. Copies may obtained bycontacting Amy Newkirk at [email protected] 937-264-7474.

This version of the logo, featuring theblue banner displayed across the lowerhalf of the medallion, should be used onprint and marketing materials.

The version of the logo without thebanner should be used for event prizes,ring logos or materials such as trophiesor wearables.

American KennelClub official logo Logo layout

CCentered

HHorizontal

EEEndorsement:Event

EPEndorsement:Program

Legal Usage

SMService Mark

TMTrademark

Color

286Pantone 286

CMYKFour color processtranslation of 286

KBlack positive

W286White logo onPantone 286 background

WCMYKWhite logo on Four color processtranslation of 286background

WKWhite logo on blackbackground

WRGBWhite logo on RGBtranslation of 286background

WTWhite logo on trans-parent background

SupplementaryInformation

ThCCenteredThemeline

ThFRFlush RightThemeline

wwwInternet address

SmSmall version oflogo

ElectronicFile Format

EPSHigh-resolution vector artwork created in Adobe Illustrator

JPGHigh-resolution raster artwork created in Adobe Photoshop,primarily for screen use

TIFFHigh-resolution raster artwork created in Adobe Photoshop,primarily for screen use

Artwork files for all the AKC logos andendorsements detailed in these guidelines use aspecific naming convention shown on this page.This convention allows you to quickly identify andorganize all the necessary artwork files.

File Naming


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