Strengthening Our Brand - 06-09-2017 - GSA

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 usa.gov and the Spanish-language counterpart gobiernousa.gov Manages data.gov 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 challenge.gov, 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 —insite.gsa.gov/recycleOffice 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 conclusion.video 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 20405-0002www.gsa.gov— 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) 501-1314firsten.lastname@gsa.govwww.gsa.gov

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