Strengthening Our Brand - 06-09-2017 - GSA

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U.S. General Services Administrationstrengtheningourbrand06 09 2017

TABLE OF CONTENTSBackground1The Mark211GSA Stationery and Business Cards28The Agency Look and Feel11Representing the Agency282The 8-Band Grid11GSA Heritage293The Identifying White Band12The GSA Seal29Clearspace3Elements of the White Band12Ceremonial Use29Minimum Size3Placement13Star Mark Color4White Band Exception 114Official and Ceremonial30Properly Applying the Reverse Star Mark5White Band Exception 215Official GSA Star Mark Flag30Monogram Color on the Reverse Star Mark5Beyond the White Band16Ceremonial Flag Use31Agency/Component Name17Ceremonial GSA Seal Flag315Naming Conventions17Incorrect Use6On the Inside18Anatomy of Sub BrandLegal Protection of the GSA Star Mark7Full Grid and White Space18Basic Principles of the8Color19Consistent Use of Type Fonts8Color Palettes19Alright Sans8ITC Garamond8Acceptable Alternative Type Font9Arial9Font Resources9Anatomy of the GSA Star MarkUsing the Star MarkProper Background Density for the ReverseStar MarkGSA Type FamiliesTypography10Heading Typeface Weight and Size10The Visual SystemGSA PresentationsCommunicating Your MessageGSA Video and MultimediaUsing Motion Video ConsistentlySocial Media @ GSA202021GSA Sub BrandsGSA Sub Brand StrategyApplying a GSA Sub BrandGSA ResourcesGetting Some Extra HelpThe GSA Font Book303232333435353621Primary Font Family Samples3624Secondary Font Family Samples38Alternative Font Family Samples39Connecting with GSA Audiencesthrough Social MediaGSA Flags24Facebook Sizes25Twitter Sizes26Instagram Sizes27

BACKGROUNDOur InspirationGSA plays an important role inhelping the U.S. Governmentfunction smoothly andeffectively. Our mission isrooted in the spirit and heritageof America itself. To conveythis, our visual identity isderived from the symbolismof the American flag. Theare reflected in our symbol andthroughout our visual system.flag was simplified to its basicelements, and these elementssystem helps us communicatemore powerfully by givingThe GSA Visual SystemThe visual system is a common“look and feel” applied toall GSA communicationsin order to give everythinga consistent structure andrecognizable appearance. Thisus a common framework tomake a stronger, more lastingimpact on our audiences. Itis comprised of the GSA StarMark, the GSA Type Families,the 8-Band Grid, and theGSA Naming Convention.Yesterday and TodayThe GSA visual system waswe have effectively positionedour agency through the useof a strong and consistentbrand. In 2015 we took theopportunity to strengthen ourposition with a refreshed setof standards. While we did notreinvented the wheel, we didmake improvements to theagency branding standardsestablished and put in placein July of 2000. Since thenthat will enhance our agency’spresence.— 1 —

THE MARKOur Symbol is the GSA StarAnatomy of the GSA Star MarkMark. Like our visual system,Registered Trade MarkDesignationthe GSA Star Mark is inspiredby the American flag. The bluesquare and star evoke the blueShield (also referedto as the Blue Field orReverse Field)field and white stars in the flag.In the flag, the stars representthe 50 states. In the star mark,the single star stands for eachof our employees, who are theGSA Monogramcore of the GSA organization.By featuring the GSAMonogram as a part of theStar Mark, we clearly identifyourselves. The GSA StarMark is the official and soleThe overall symbol is referred to as the GSA Star Mark. It isidentifying mark for the agencymade up of three components: the Registered Trade Markand all agency programs.Designation, the Shield and the GSA Monogram. Officialartwork must always be used when reproducing the GSAStar Mark. The elements are fixed and should never beredrawn or altered in any way.— 2 —

USING THE STAR MARKMinimum SizeClearspaceAs the primary symbol of ourorganization, our Star Markshould stand out from other1/2Mark room to breathe.The distance between theelements (typography, charts,never be reproduced smallerthan 1/2 inch, as indicatedhere.1/2Think of it as giving the StarStar Mark and other graphicclearly and powerfully, it should1/2Star Mark should always beminimum area of clearspace.Mark is always presented graphic elements. The GSAsurrounded with at least aTo ensure that the GSA Star1/21/2photos and illustrations, etc.)should be no less than 1/2 ofthe height of the Star Mark.Use as much clear space aspossible, but never less thanthe minimum.— 3 —1/2 inch

USING THE STAR MARKStar Mark ColorConsistent use of color promotes maximum recognition for our Star Mark. The GSA Star Mark is permitted in only 3 colors.PANTONE 541100% (Solid) BlackWhite (Reverse)GSA Blue (PANTONE 541 orMaterials printed in a singleThe third option is to displaythe process color equivalent)color should be either GSAthe Star Mark in white (alsois the default application.Blue or 100% Black. Whenrefered to as a reverse) when itreproducing the Star Mark onis placed on a dark background.The process color equivalentBlack and White laser copies,of GSA Blue is 100% Cyan the Star Mark should be50% Magenta 0% Yellow displayed as a solid black.Official artwork mustalways be used whenreproducing the GSAStar Mark. See GSAResources on page28 for information onwhere to downloadofficial artwork.35% Black.— 4 —

USING THE STAR MARKProperly Applying theReverse Star MarkMonogram Color on theReverse Star MarkProper BackgroundDensity for the ReverseThe reverse option should beWhen using the ReveseStar Markused only in limited situations(white) Star Mark, the color of The value of the backgroundthat allow for the properthe Monogram should alwaysmust provide sufficientdisplay of the Reverse Starbe GSA Blue (PANTONE contrast equivalent in densityMark. It is always preferable541 or the process colorto 60% black or darker asto use the GSA Blue Starequivalent as described onshown in the density scale onMark on a white backgroundpage 4) .the right.Density ScaleSufficient rangeof density for aReverse StarMark100%90%80%70%60%when possible. When using50%the Reverse Star Mark, allInsufficient rangeof density for aReverse StarMarkother standards such asclearspace and minimum sizeshould still be observed.40%30%20%10%0%— 5 —

USING THE STAR MARKIncorrect UseIt is essential to reproduce the GSA Star Mark consistently and correctly. Note that the images below are examples of some butnot all incorrect uses. Always use official artwork when reproducing the GSA Star Mark and follow proper branding guidelines.Never reproduce theGSA Star Mark in anything other than colorsspecified on page 4.Never reproduce theGSA Monogram inanything other thanwhite (or GSA Bluewhen using a reverseversion of the logo).Never reposition theGSA Monogram withinthe blue (or reverse)field.Never crop or changethe overall shape ofthe GSA Star Mark.Never distort the GSAStar Mark.Never alter the proportions of the GSAStar Mark elements.Never use the GSAMonogram alonewithout the blue (orreverse) field.Never use the ReverseStar Mark on a background that providesinsuffencient contrast.— 6 —

USING THE STAR MARK Legal Protection of the GSA Star MarkThe GSA Star Mark is a Registered Trade Mark and should always be identified as such by displaying the Registered Trade MarkDesignation.The GSA Star Mark is thedocument. The registrationsole identifier of our agency,of our official logo gives GSAand by extension, our missionthe legal backing to pursueand reputation. Registeringanyone who misuses our mark,our mark ensures that itmisappropriates our mark foris used only to representtheir own use or implies thethe U.S. General Servicesendorsement of our agencyAdministration in an accurate(intentionally or unintentionally)and consistent manner asby displaying our mark inspecified throughout thisassociation with their business.— 7 —

GSA TYPE FAMILIESConsistent Use of Type FontsAaBbCcThe “look and feel” of the GSA Brand extends to the use of type. Limiting the font choices to a few GSA sanctioned typefacefamilies reinforces the common experiences with all of our agency’s communications.Alright SansITC GaramondAlright Sans is the predominantGaramond is the officialGSA font to be used on allGSA supplemental fontprofessionally produced agencyfamily intended to be usedcommunications. Alright Sansas a supporting typeface foris an expansive font familyelements such as (but notthat consits of a wide range oflimited to) photo captions,weights with italic and romansubtitles and internal heads.(non-italic) faces at everyGaramond also has both romanweight.and italic faces in a variety ofweights. Condensed versionsof Garamond exist but thoseare not GSA-sanctioned typefonts and should be avoided.— 8 —

GSA TYPE FAMILIESAn Acceptable Alternative Type Font FamilyNot everyone has access to, or need for the Alright Sans type family. Arial is an acceptable font family substitute for AlrightSans in some cases.ArialFont ResourcesArial is a font family that isThere are number of fontreadily available on nearlyhouses that sell quality fonts.every GSA computer. InternalBe sure to purchase Alrightor informally producedSans and ITC Garamond typecommunications, webpagesfont families from a reputableand presentations may takefont foundry, font house oradvantage of the Arial family inauthorized font reseller. GSAplace of Alright Sans. However,cannot recommend or endorseGSA designers and designspecific font resources. Searchcontractors are required to“Major Font Foundries” foruse Alright Sans and will bepotential sources.responsible for purchasingand using the appropriate fontfamilies.: Major Font Foundries Arial Bold: Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk LlMm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz— 9 —

GSA TYPE FAMILIESTypographyAppropriate type choice and placement can make a difference in the strength of a design.Heading Typeface Weightand SizeApplying a variety of type sizesVariationin Weight&Size— 10 —and weights to publicationtitles or major headings canadd interest and emphasis to apublication. Consistent use ofa section heading style acrossthe entire publication addsstructure and continuity.

THE GSA VISUAL SYSTEMAgency Look and FeelThe GSA Visual System consists of the 8-band Grid, the Identifying White Band and use of the GSA Type Families. Adherenceto the specifications of the GSA Visual System gives all of our communications a unified look and feel, which leads to greaterbrand recognition.The 8-Band GridEvery GSAAll of our communicationsThese bands will help guideadhere to a basic grid. Thethe placement of all visualgrid is derived from theelements on the page. Thestripes in the American flag.only absolute rule is that (onIn order to ensure that ourpublication covers, posters,communications present aflyers, presentation title slides,consistent, powerful face, useetc.) the top band is alwaysthis grid for all GSA-relatedwhite to provide a consistentcommunications throughoutbackground and position forevery publication.the GSA star mark.communication startswith the8-band Grid.Each pageregardlessof size ororientationis dividedinto 8 equalhorizontalbands.— 11 —

THE GSA VISUAL SYSTEMThe Identifying White BandThe uppermost band of the grid is refered to as the White Band, which contains the agency identification and lends an air ofconsistency to all GSA communications.Elements of the White BandThe White Band alwayscontains the same twoelements and its backgroundis always white. The GSA StarMark is placed on the left-handside of the White Band, andthe Agency Name or AgencyComponent appears on theright-hand end of the band.See page 13 for detailedguidance on the placementof the GSA Star Mark andAgency/Component Namewithin the White Band.— 12 —

THE GSA VISUAL SYSTEMPlacementU.S. General Services AdministrationThe uppermost band mustalways be white and display theGSA Star Mark aligned on theleft-hand side. The Star Mark ishalf the height of the top band.It should always be centeredvertically within the top bandand indented one full Star Markwidth from the left edge.The Agency/Component Name(the name of a GSA Service, orStaff Office, or Region, or thefull agency name), is aligned toBoth left and right margins ofcovers should always equal thewidth of the GSA Star Mark.The Agency/ComponentName should always be set inAlright Sans Bold and displayedat 70% black as part of theWhite Band.70%the baseline of the GSA StarMark and to the right margin.The height of the Agency/Component Name is equal tothe space on the Sheild belowU.S. General Services Administrationthe GSA Monogram.— 13 —

THE GSA VISUAL SYSTEM1234White Band Exception 15Dividing smaller publications into eight bands andthen following the requirements for sizing the6GSA Star Mark within the White Band (describedon Page 13) can sometimes force the GSA StarMark to violate the minimum size limitation of71/2 an inch (explained on Page 3). In those casesit is acceptable to combine the top two bands to8form the White Band and follow the placementrules as specified on Page 13.— 14 —

THE GSA VISUAL SYSTEMWhite Band Exception 2In advertising the predominantpractice is to hit your audienceYou Can Do That Herewith the message up top andVexirtil digfeltkowtlygrogsnaz twy lot mixilltop sorg twiks miltwoom frag midglet quiglank.Erstel toi flambaygo instajagbon jovi rit thonk foom chortnee wokal. Crieddle forzmophelmki tuggle snibe filk twane.Hortflink camtort schwagzen jaboze hanken snorfettu brewtay.Morphnargwhilm gragsnort twill noxmicroniggle mittflang gleebinsnardry hollingtarp.sign off with a company oragency designation at thebottom. Therefore, only inadvertisements, it is allowableto move the white band tothe bottom of the page. Youshould still follow the rules ofplacement and sizing withinthe white band as described onpages 13 and 14.U.S. General Services Administration— 15 —

THE GSA VISUAL SYSTEMBeyond the White BandThe rules for what is allowedU. S. General Services Administrationon the rest of the cover aremuch more relaxed. The8-band grid is there as aguide for the placement ofmajor elements within thedesign. Several bands canbe combined into differentareas or all seven of the lowerbands can be used as one largecanvas. Even when the gridis not being overtly used, itprovides a consistent structureto all communications, whichstrengthens the common lookand feel of the brand.Other Interesting GSA Facts Office of Emerging Talent DevelopmentGSA Promotes Transparency and Citizen Engagement: Manages and the Spanish-language counterpart Manages which provides access to hundreds of thousands ofopen government data sets from 172 agencies to help increase publicawareness of the government’s activities Provides the portal for over 135 mobile apps available to the public Manages, the government-wide platform where federalagencies host competitions and engage the public in submitting solutions Developed the Federal Social Media Registry, where the public may verify2,137 federal accounts on Facebook, Twitter, and YouTubeIF YOU’RENOTRECYCLING,YOU’RETHROWINGMONEYAWAY.GSA Sustainable Accomplishments: 15% reduced energy consumption in owned buildings 2% reduction in water usage Showed that more than 90% of GSA-managed land ports of entry can havecost-effective renewable energy solutions onsite Has 99 owned and 27 leased Leadership in Energy and EnvironmentDesign (LEED) certified projects and completed buildings in GSA’s portfolio In 2013, 82% of GSA’s vehicle purchases were alternative fuel vehiclesGSA Aids Disaster Relief:TheThe GSA Wildland Fire Program: Saved an estimated 4 million on requests forequipment to support firefighters across the nation; Annual sales of equipment in theSouthwest region totaled nearly 40 million, saving firefighters 13 million.U.S. General Services AdministrationHurricane Sandy: Provided assistance to FEMA by procuring 1,000 chainsaws tosupport Pennsylvania’s recovery efforts; Arranged for 34 shipments of items such assheeting, generators, pumps, portable toilets and handwashing stations.Emerging Leaders ProgramWashington, DCGSA Federal Buildings:9,000 owned & leased properties totaling 378 million rentable square feet; More than400 historical buildings; Vacant space rate of 4.3% (the private sector is 16.9%);Nearly 10 billion in direct revenue.Did you know GSA rents federal buildings for movies and television? The revenueraised pays for historic preservation projects! The film “R.I.P.D.” starring RyanReynolds and Jeff Bridges was filmed in Boston’s McCormack Federal Building.Other film and television productions that used GSA properties in recent years include“Transformers: Dark of the Moon” and “Salt.”— 16 — of Human Resources Management1800 F Street NW Washington, DC 20405

THE GSA VISUAL SYSTEMThe Agency/Component NameEither the full agency name or the name of a component of the agency should always appear on the White Band.Naming ConventionsCorrect Agency Name Format:U.S. General Services AdministrationWhen using the full agency name on the WhiteBand it should always be preceded by the “U.S.”Incorrect Agency Name Formats:General Services AdministrationUS General Services AdministrationU.S.General Services Administrationdesignation. Periods should be used in the U.S.abbreviation without a space between the firstperiod and the “S.” There is a space before the word“General.” Agency components (Service, Staff Officeor Region) should always be preceded by “GSA”(without periods) for immediate identification withthe GSA brand.Correct Component Name Format:GSA Office of Strategic CommunicationIncorrect Component Name Formats:Only a single identifying component is allowed in theWhite Band, so a decision should be made aboutwhether to use the full agency name OR a GSAService OR a Staff Office OR a Region name. ItOffice of Strategic CommunicationG.S.A. Office of Strategic CommunicationOffice of Strategic Communication, GSAwould be incorrect, for example, to have both GSAOffice of the Architect and GSA Public BuildingsService displayed together in the White Band.— 17 —

THE GSA VISUAL SYSTEMOn the InsideBasic design principles should be followed throughout a document and employing the 8-band grid on the inside as well as thecover will help organize your document in a consistent manner.Full Grid and White Spaceoverwhelm the end user. Andwhite areas on a page. Bluehow elements align with theThe White Band is requiredwhite space doesn’t alwayslines have been overlayed ongrid and how well the use ofonly on the cover or front of ahave to be white. Large blocksthe examples below to showwhite space and color is appliedcommunication. All eight bandsof color can be as effective asthe invisible 8-band grid. Noticein these various 2-page spreads.of the grid can and should beutilized throughout the rest ofthe document. However, do notfill up every inch of every page.White space is as much of adesign element as body copy,photographs or charts andtables. A successful design hasadequate white space to helpset off the various elements andto allow the eye places to rest.A page that is too full tends to— 18 —

THE GSA VISUAL SYSTEMColorColor has a powerful impact on the design of a publication. Take care in selecting a palette of colors that work well togetherand enhance your designColor PalettesTo the right are twosample color palettes.One of of deep colorsand another of brilliantcolors, both provided inCMYK and RGB. Noneof these suggestedcolors are required,they are provided asguidance. The onlyregulated color in theGSA brand is the colorof the GSA Star Mark asdiscussed on Page 4.— 19 —

GSA PRESENTATIONSCommunicating Your MessageTo ensure that we present a unified face to all customers, both internal and external, there are a few rules to follow whencreating your presentations.Prominently place the GSAA cover image is optional.background. Use official GSA28 for more information onStar Mark on the cover of allAlways include a closing slidePowerpoint templates whenwhere to obtain templatespresentations using the 2-bandthat contains a 3-inch GSAcreating your presentations.and learn tips on constructingexception noted on page 14.Star Mark centered on a whiteSee GSA Resources on pageeffective presentations.1122334455667788Presentation cover slide without photo— 20 —Presentation cover slide with photo

GSA VIDEO & MULTIMEDIAUsing Motion Video ConsistentlyConsistent branding of GSA produced video and multimedia productions will ensure that our agency remains associated withthe content if embedded or shared outside of GSA websites or social media channels.These standards apply toThe branding package for1. The GSA Star Mark “Bug”The GSA Star Mark Bug is aall videos and multimediaGSA produced videos and2. GSA mission statementsemi-opaque version of the GSAproductions produced formultimedia productions consist video lockoutStar Mark, appearing from theexternal release, with theof three elements:first frame of video to the last3. Lower Thirds/ title graphicsfollowing exception:frame. The bug does not appearRecordings of on-lineon the GSA missionpresentations or training:statement videoPresentations and traininglockout. Use of arecorded in Meeting Space orsemi-opque graphicusing Microsoft PowerPointallows for properare exempt from thesebranding while notstandards. Presentationbeing a distractionmaterials used in theseto the viewer. Theproducts need to meet thelocation and size ofGSA Presentations standardsthe bug on-screenoutlined on pages 3 - 6 of thisshould not beguide.altered in any way.— 21 —

GSA VIDEO & MULTIMEDIAGSA Mission Statementvideo lockoutVideo Lockout The GSAfades to black atvideo lockout is a 10 secondits clip that includes theThe video lockoutGSA mission statementshould not beand the GSA Star Mark.shortened orThe lockout reinforces thealtered in any wayagency’s mission and brandand the music bedto viewers of our externallymust always bereleased videos.included.The video lockoutThis video lockout shouldshould be used onwebinars or PowerPointproducts do need to meet thebe placed directly after theall GSA produced videos thatpresentation videos do notGSA Presentations standardslast frame of the main video,are being released externally,need the video lockout addedoutlined in pages 3 – 6 of thisusing a cross dissolve of 15with the following exceptions;prior to release. Presentationguide.frames (1/2 second), theclient produced trainingmaterials used in these— 22 —

GSA VIDEO & MULTIMEDIALower Thirds or Name IDFont style should be “bold.”graphics are used to identifywill be used for the agencyLocation largely depends onname, following the namingwhat direction the subject isconventions found in this guide.facing in frame. Lower thirdon-screen personalities. GSA’sThe first line of the lower thirdlower thirds consist of whiteis used for the subject’s name,text with a drop shadow,displayed in all capital letters.Drop Shadow settings should be:the subject is facing left, andsuperimposed on the videoThe second line is used for theOpacity at 75%, Distance at 10,screen right when the subject isbackground. Font family issubject’s job title or position,Spread at 30.facing right. Vertical position of“Alright Sans”, if this font isdisplayed in Sentence Case (firstnot available then “Arial” is anletter of each work capitalized.)Overall size and location of theupon the overall framing of theacceptable alternative.If necessary, the third linelower thirds are dependent onsubject. The lower third graphicshould be screen left whenlower thirds is also dependentthe compositionshould dissolve in and dissolveof the on-screenout – each dissolve should be 6subject and lengthframes. The lower third graphicof text in the lowermust remain on-screen longthird. The overallenough to be read twice by thesize should beviewer.large enough to— 23 —be readable by theSee page 34 for links to GSAviewer withoutStar Mark Bug graphic andcrowding theGSA Mission Statement Videosubject or takingLockout files on the Official Starover the frame.Mark Download page.

SOCIAL MEDIA @ GSAConnecting with GSA Audiences through Social MediaSocial Media is an effective way to reach large numbers of our Stakeholders. There are specific rules that must be maintained inorder to stay compliant with GSA Standards.All GSA official social mediatheir individual profile pictures,FacebookPintrestaccounts, including accountsthe quick reference (right)Profile Image 180 X 180 pixelsProfile Image 180 X 180 pixelsmanaged by individual officeswill help to ensure that theor programs, must use theGSA Star Mark is properlyTwitterLinkedInGSA Star Mark as their profileformatted when used onProfile Image 400 X 400 pixelsProfile Image 400 X 400picture.various platforms.Google YouTube – Channel IconProfile Image 250 X 250 pixels800 X 800 pixelsSocial media platformsFor best results, resize theeach have different sizeGSA Star Mark to theserequirements and formats fordimensions prior to use:Instagram Profile Image (circle)110 X 110 pixels— 24 —

SOCIAL MEDIA @ GSAFacebook ImageSize GuideCover Photo828 x 315Mobile CoverPhoto Area563 CenteredDisplays as 160x160Profile Photo 180 x 180App/Tab Thumbnail168w x 139hFacebook VideoSpecsShared Image1200 x 900Aspect Ratio: 16:9 or 9:16H264 video compressionhigh-profile preferredText: 90 charactersFile size: up to 4 GBShared Link1200 x 628— 25 —

SOCIAL MEDIA @ GSATwitter ImageSize GuideHeader Photo1500 x 500Profile Photo400 x 400Native Video 140 secTimeline Photo506 x 253Desktop: MP4 video formatwith H264 format withACC audio.Upload videos up to 512 MB,but you will be prompted toedit videos to 2 minutes & 20seconds or less.Aspect RatiosDesktop: 2:1 if you want yourentire image visible in theTweet preview or 1:1; minimum width of 600 pixels.Mobile apps, MP4 and MOVvideo formats.Mobile: 16:9; minimum size600 x 335 pixelsAnimated GIFsFor both file size max is15 MB organic and3 MB promoted3 MB max. size promoted5 MB mobile max. size15 MB web max. sizeLead Gen Card800 x 200Website Card800 x 320— 26 —

SOCIAL MEDIA @ GSAInstagram ImageSize GuideProfile Photo110 x 110Photo1080 x 1080No longer limited to squarePhoto Thumbnails161 x 161Shared VideoStories1080 width750 x 1334Height is variable15 MB max size3 - 60 sec. length100 MB size limit15 sec. max.— 27 —

GSA STATIONERY & BUSINESS CARDSRepresenting the AgencyGSA has standard stationery and business cards available in established layouts for all GSA employees, which should onlybe used for conducting official agency business. Always request or order GSA stationery and business cards through officialchannels. See the GSA Resources section on page 28 for more information on ordering.Generic GSA Letterhead (with address)6/10/058:47 AMPage 1Longfirsten LastnameU.S. General Services AdministrationPosition Title Goes HereOffice Title Goes HereU.S. General ServicesAdministration1800 F Street, NW, Rm 1234Washington, DC 20405longfirsten.lastname@gsa.govNo. 10 Envelope Generic Wash DC3/19/0911:26 AMPage 1U.S. General Services AdministrationCorrespondence SymbolWashington, DC 20405-0002Offi ci al UsePenalty for Private Use 3001800 F Street, NWWashington, DC— 28 —Tel:Cell:Fax:Page:(202) 501-1234(202) 501-6789(202) 501-1011(202) 501-1314www.gsa.govFirsten LastnamePosition Title Goes HereOffice Title Goes HereRoom for Third Line CarryoverU.S. General ServicesAdministration1800 F Street, NW, Rm 1234Washington, DC 20405(202) 501-1234Tel:Cell: (202) 501-6789Fax: (202) 501-1011Page: (202)

GSA HERITAGEThe GSA SealWhen GSA was created, the agency adopted a seal for use on communications. Many variations of the seal have been usedduring the agency’s history. The version shown below was primarily used on print and electronic communications from the mid1980s until it was retired in 2000.Ceremonial Usechains, coffee mugs, bowls, etcThe GSA Star Mark replacesare not immediately recognizedthe seal as the sole identifier ofas awards even if they areour agency. The seal is reservedintended as such and are notstrictly for ceremonial uses,permitted to bear the GSA Seal.such as engraved invitations, aceremonial agency flag, plaquesand awards. An award must beimmediately recognizable asa tribute to a specific, namedgroup or individual indicated ona plaque or a certificate. Itemssuch as articles of clothing, lapelpins, coins, paperweights, key— 29 —

GSA FLAGSOfficial and CeremonialAgency flags help to proudly proclaim our heritage and are visible extensions of the GSA Brand. There are two different typesof flags recognized by the agency—the Official GSA Star Mark Flag and the Ceremonial GSA Seal Flag.Official GSA Star Mark Flag2:3 ratio should be adheredRegistered Trade Markthe width of the flag. On aThe official flag of theto. The flag should use officialDesignation) centered on astandard 4 x 6 foot flag the Staragency that is flown aboveartwork and consist of a fullwhite background. The heightMark should be 3 feet square.GSA buildings should be anGSA Star Mark (including theof the Star Mark should be halfappliquéed single reverse flag6 feet(right reading from the frontand reverse reading from theback) and should be hemmedand grommeted on the leftedge. Flags used outdoors3 feetshould not be fringed. OfficialGSA Star Mark flags intended4 feetfor interior use only may berequested with blue fringe.Traditional sizes for flags are4 x 6 feet. If a need for adifferent size arises, the— 30 —

GSA FLAGSCeremonial Flag UseCeremonial flags, as the name implies, should be displayed only at ceremonial events. A Ceremonial GSA Seal Flag is strictly aninterior flag and should never be flown over GSA buildings in place of the Official GSA Star Mark Flag.Ceremonial GSA Seal FlagThe flag should use officialwhite background. The heightOn a standard 4 x 6 foot flagThe official ceremonial flagartwork and consist

Jan 27, 2015 · The 8-Band Grid 11 The Identifying White Band 12 Elements of the White Band 12 Placement 13 White Band Exception 1 14 White Band Exception 2 15 . GSA Stationery and Business Cards 28 Representing the Agency 28 GSA Heritage 29 The GSA Seal 29 Ceremonial Use 29 GSA Flags 30 Official and Ceremonial 30

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