UPHA Brand Guidelines 5

8/3/2019 UPHA Brand Guidelines 5

1/82010 Utah Pioneer Heritage Arts, a 501(c)(3) non-prot organization. All rights reserved. For internal use only. Version 1.0 Revised 6/2

Preserve Create Educate EntertaiCore Brand Standards


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2010 Utah Pioneer Heritage Arts, a 501(c)(3) non-prot organization. All rights reserved. For internal use only. Version 1.0 Revised 6/2

UPHA Brand Guidelines IntroductionUtah Pioneer Heritage Arts enhances Utahs quality of life, strengthens our social fabric, and increases culturalheritage tourism by preserving and presenting Utah pioneer stories in world-class art and artistic presentations.

Utah Pioneer Heritage Arts needs to uphold a world-class image of itself, and therefore needs to have a standardby which all advertising and public displays should abide.

This document will present the general guidelines by which all Utah Pioneer Heritage Arts advertising materials

should abide.

Brand StrategyThe past is good! The past is dynamic, rich, multi-layered and multi-dimensional and is the source of answers fortodays challenges. Using the arts to reveal history makes the stories memorable, enjoyable, and repeatable.

No harm s done to history by making it something someone would want to read...-David McCullough-

...or see, or hear, or experience...-Clive Romney-

Utah Pioneer Heritage Arts exemplies this in everything we do. Our brand should reect these two statements

Motivate others to want to read, see, hear and experience what we are presenting. UPHA designs should beartfully rendered: multi-layered, but not cluttered.

Tagline

Preserve Create Educate EntertainThe tagline of UPHA was very carefully constructed and should not be changed in any way. This tagline shouldnot be placed underneath the logo. It should be placed on the page separately from the logo, and usually on thebottom of the piece. The tagline does not need to be on every piece.


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Logos UsageOnly approved UPHA logos may be used. Approved logos will always be provided by UPHAs public relationsdepartment.

Main UPHA Logo: Pioneer Penahlon Logo:

PioneerPentathlon

Pioneer

Pentathlon

PioneerPentathlon

UPHA Logo Usage

The UPHA logo should always be recognizable and in no way stretched or distorted from the default proportionThe UPHA logo may be placed over a photo or illustration, but still needs to be obvious and recognizable. If

you are placing the logo on top of an image that has a lot of visual activity, you should place the logo on a roundcornered white box with a transparency applied to it. See the logo on the front page of this document for anexample.The logo may be placed vertically in select applications.

Do not

Do


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Logo Clear Space Requiremens

UPHA logos ought to have a clear space maintained around them to keep the logos from being cramped or lost.

The minimum clear space around any UPHA logo is 1/4 the X-Height of the logo. The preferred clear space is1/3X.

Logo Placemen

UPHA branded material must have the logo placed on the top half of the sheet, with at least the minimum whitespace requirements met.

PioneerPentathlon

PioneerPentathlon

PioneerPentathlon


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UPHA Color Usage

Primary Colors

UPHA Red

PMS:CMYK: 10 100 100 40RGB: 144 13 17HEX: 910D11

UPHA Tan

PMS:CMYK: 0 10 40 30RGB: 189 169 125HEX: BEAA7E

UPHA Dark Grey

PMS:CMYK:20 20 20 80RGB: 69 66 66HEX: 454242

Secondary Colors PMS CMYK RGB HEX

Purpl 51 42 22 0 136 140 167 888ca7

Grn 41 19 53 14 139 158 123 8b9e7b

Yllow 1 31 83 0 249 182 70 f9b746

brown 52 78 84 5 137 82 67 8a5243

Screen Tins of Colors

You may use any value tints of the approved colors.

Color Usage in a Publicaion

UPHA has chosen a color palette with many colors so our publications can be rich, dynamic, and multi-layered.When designing a piece, you may use any of the approved colors, as well as black and white. Be careful not to usetoo many colors in one piece. Using too many colors and trying to highlight everything, results in nothing standin

out and the piece becoming cluttered. The rule of 3 is always a good rule to keep in mind. Using 3 colors is alwaya good benchmark.


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ImageryUPHA upholds a world-class image, therefore our photography needs to reect that image. Our photographyshould not look cheap and hastily taken. Time should be taken to compose the image and make sure the image/sbeing used apply to the subject matter of the publication. Images may be full color, grayscale, sepia tone, aged/antiqued, or duo-tones. Photographs that include people are preferred, but not required.

Image Mate Usage

UPHA prefers that images used have a matte around them. A matte is not required, but preferred in most cases.When using a matte, a drop shadow or dark outer glow is also acceptable.

Plain Mate Plain Mate wih Drop Shadow

Plain Mate wih Dark Ouer Glow


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TypographyUPHA has carefully chosen its accepted typefaces to help uphold our image and to establish our brand. Theprimary typefaces are Arno Pro and Gill Sans. The secondary typeface, American Scribe, may be used for quotes,stories as told by a pioneer, or anything else that needs a handwritten look. Please do not substitute any typefacefor the approved UPHA typefaces.

Primary Typefaces

Arno Pro should be used for the majority of the media that will be seen in public.

Arno Pro Regular Arno Pro Semibold

abcdefghijklmnopqrstuvwxyz1234567890 abcdefghijklmnopqrsuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

Arno Pro Bold Arno Pro Lightabcdefghijklmnopqrstuvwxyz1234567890 abcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

Gill Sans should be used for documents with large amounts of copy, such as legal documents, as well as disclosure

and charts.

Gill Sans Regular Gill Sans Boldabcdefghijklmnopqrstuvwxyz1234567890 abcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

Gill Sans Lightabcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Secondary TypefaceAmerican Scribe should be used for the tagline, quotes, stories as told by a pioneer, or anything else requiring a

handwritten look.

American Scribeabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMN OPQRS TUVWXYZ


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Questions?While we tried to cover most ofthe questions that could arise frodesigning under these guidelines,we realize that some situations wrequire special attention. Feel freeto send your questions to [email protected].

Individual Brand Elemens

If you are missing some of the

UPHA Brand Elements, you mayaccess the brand guidelines sectioof the UPHA website.www.upha.org/brand

Thank you

Copyrights, Disclosures and

Contact InformationCopyrighs and disclosures

Any copyright, disclosure, revision date, internal use only, etc. text mustbe at least 8pt font. A copyright must be on every publication that UPHAcreates. The copyright should always be in the bottom left hand corner ofthe piece.

Conac Informaion

Any external document must have contact information on the document.This contact information must include a website, email address, and phonenumber. This information may go just above the copyright, but if it isincorporated into the document elsewhere, does not have to be above thecopyright.

UPHA Brand Guidelines 5

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