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New York StateBranding Overviewand Guidelinesand ArchitectureRevised 01/08/15

NEW YORK STATE BRAND GUIDELINESTable of Contentsnew york STATE BRAND GUIDELINESNew York State Branding OverviewGuidelines Impact SummaryNew York State Brand Guidelines and ArchitectureIntroduction to Brand GuidelinesGlossary Of Terms1. New York State Brand Elements1.1 The New York State brand mark1.2 The New York State identifier1.3 New York State brand mark and identifier clear space and minimum size1.4 NY State brand mark don’ts1.5 NY State identifier don’ts1.6 Core colors and tints for NY State1.7 Core primary color palette1.8 Core secondary color palette1.9 NY State brand mark color variations and backgrounds1.10 NY State identifier color variations and backgrounds1.11 Core typography1.12 Typography style1.13 Replacement fonts1.14 Replacement fonts style1.15 Naming conventions for programs and initiatives2. New York State Agencies and Authorities:Groupings and Architecture2.1 New York State agencies and authorities groupings2.2 Color coding for the organizational groupingsNY State architecture: Introducing endorsement systems and sample lock ups2.3 NY State brand architecture2.4 How to build NY State brand mark/agency lock ups2.5 Architecture and sample entity lock ups2.6 NY State brand mark/agency lock up and color variations2.7 Single agency endorsement2.8 Example of a single agency endorsement2.9 Endorsement of an entity owned by an agency, authority or office2.10 Example of an endorsed entity owned by an agency, authority or office2.11 Building multiple agency lock ups2.12 Schematic of an endorsed entity and multiple agency lock up2.13 Example of an endorsed entity and multiple agency lock up2.14 Color selection for multiple agency lock up2.15 Legacy logos: agency and program logos that will remain intact and endure2.16 Schematic of a legacy logo endorsement2.17 Example of a legacy program logo endorsement2.18 Example of a legacy agency logo endorsement2.19 Legacy logo endorsement of a sub-program or initiative lock up2.20 Schematic of a legacy logo endorsing a sub-program2.21 Example of a legacy logo endorsing a sub-program2.22 Schematic of a multiple legacy logo endorsement2.23 Example of multiple legacy logos endorsement2.24 Third party logo endorsement2.25 Examples of third party logo endorsement2.26 Stationery2.27 Example of stationery2.28 Example of buisness cards2.29 Email signature2.30 Example of an email signature2.31 Web2.32 Example of the NY State identifier and brand mark agency lock up2.33 Branding in social media2.34 Branding in video communications3. The Great Seal of the State of New York,the Coat of Arms and Governor’s Endorsement3.1 The Great Seal of the State of New York, and the Coat Of Arms3.2 The New York Coat of Arms and agency lock ups3.3 The New York Coat of Arms and multiple agency lock ups3.4 Example of the New York Coat of Arms and agency lock up3.5 Governor’s endorsement3.6 Governor’s endorsement examples4. New York State Secondary Brand Elements4.1 The diversity holding shape4.2 The progress holding shape4.3 Photography style4.4 Photography usage4.5 Charts and graphs4.6 Iconography4.7 Branding application in real world situations4.8 Branding application in real world situations dont’s4.9 Example of PowerPoint slides4.10 Example of alternative PowerPoint slides4.11 Example of trade show displays4.12 Design layouts in real world situations4.13 Identity guidelines ensure a consistent look and feel acrossNY State communications5. Guidelines Commitment2

New York StateBranding OverviewNEW YORK STATE BRAND GUIDELINES3

NEW YORK STATE BRAND GUIDELINESThe OpportunityNew York State has the opportunity to accrue the benefits that come from a clear, consistent andaccurate representation of itself. We will accomplish this through the creation and managementof our brand across all agencies, authorities and programs and on all of their respective pieces ofcommunication.Benefits of Brandingfor New York State Consistent graphic approach More effective messaging More efficient materials creation Better ‘‘customer’’ experience and enhanced service deliveryOur Approach Research driven Input from residents, business owners, leaders and tourists Collaboration across agencies4

NEW YORK STATE BRAND GUIDELINESNew York StateBrand PlatformNY StateBrandPromiseNY StateBrandPersonalityNY StateBrandValuesSTATE OFOPPORTUNITYThe ideawe want to conveyINSPIRING: a leader, compelling, motivatingDYNAMIC: energetic. always onAUTHENTIC: true to beliefs, keeps promisesCOMPASSIONATE: attuned to the needs of othersThe personalitywe want to project.PROGRESSIVE THINKING: NYS believes in leading changeDIVERSITY: NYS believes that differences, creativity, and originality enrichRESILIENCE: NYS believes in never giving up, never giving inThe perceptionswe build on5

Guidelines ImpactSummaryNEW YORK STATE BRAND GUIDELINES New York State brand logo will be mandatory for agency and/or program communications. No agency, program or initiative will use or create its own logo with the following exceptions:NY State Lottery, MTA, ILNY, 511, Start Up NY. These legacy logos will still be required toco-brand their materials and follow all other branding guidelines. PANYNJ, SUNY and State Education Departments are exempt from branding guidelines. The Great Seal of the State of NY will be standardized and available for use only by theGovernor’s office or with permission of the Secretary of State. The Coat of Arms will be usedonly for legal documents (e.g., registration, etc.). The Governor’s office will have a distinctive set of guidelines and templates for exclusive useto communicate Governor’s office initiatives. There are nine agency groupings which should define taxonomy in all enterprise initiatives. Each grouping - and the agencies within each grouping - have an associated color palette.6

The New York StateBrand Guidelines andArchitectureNEW YORK STATE BRAND GUIDELINES7

Introduction to theBrand GuidelinesNEW YORK STATE BRAND GUIDELINESWhat brand guidelines areBrand guidelines are a set of visual and verbal assets that are essential properties of the New York State brand, accompaniedby a set of rules on how to properly use and combine the assets.What a brand architecture isA brand architecture is a set of rules governing hierarchies and relationships for the state and its agencies,programs and initiatives.Insuring a consistent look and feelThese guidelines are designed not to curb creativity when representing New York State and/or the entities of NY State, butrather to provide a unifying context for creativity so that—in different materials produced by different individuals— the New YorkState brand and architecture retain their integrity.Your responsibilitiesBy familiarizing yourself with these guidelines and following them, you are fulfilling your part in helping the New York State brandremain focused so that it stays true to itself and flourishes. This is a great responsibility, and we thank you for honoring it.8

Glossary ofTermsAnchor line: The vertical or horizontal line used in lock ups that separates one entity fromanother (e.g. an agency from one of its programs); or the line that anchors an agency orprogram/initiative in a piece of communication in the absence of an endorsing entity. (Seepage 32 for an example.)Architecture: The hierarchy and relative relationships that define how New York Stateand its various entities visually appear together in communications. The architecture hasseveral levels, where Level 1 (NY State) is the primary governing entity in visual display. Theentities on levels successively below are assigned visual governance status as secondary(Level 2), tertiary (Level 3) and so on. The NY State brand architecture helps guide andstreamline the appearance of all entities under the purview of the state.Color palette: A set of approved colors to be used when representing the NY State brand,as well as the nine groupingsof agencies and initiatives.Endorsement: How one entity in the state government visually supports or sponsorsanother in communications. It represents a hierarchy of entities, where there are secondaryand/or tertiary entities that are endorsed by a primary entity. This is represented visuallyin the architecture system (see definition above). An “endorsing entity” is higher up in thearchitecture than an “endorsed entity.” The highest entity in the architecture is NY State. NYState will always be an “endorsing entity.” (See pages 85-89 for examples.)Entity: A catch-all phrase for state agencies, offices, authorities, programs and initiatives.Footprint: The surface area taken up by entities either alone or in lock ups in visual display. A footprint can be measured in a ratio: for example, 2” high x 3” wide.Grouping: One of eight categories of NY State government services under which all agenciesand initiatives are organized for the purposes of visual display, and to make searching forthose agencies and initiatives by citizens, businesses and visitors easier and more intuitive.NEW YORK STATE BRAND GUIDELINESHolding shape: A geometric configuration that provides a spatial context in which visualand/or verbal elements are contained, or “held.” These shapes are intended to ensureconsistency of how visual or verbal information is presented in media so that communications from any agency, office or program under the purview of NY State have a familialresemblance. They are scalable and designed to accommodate a variety of color, text andvisuals for creativity and flexibility in design. (See page 74-75 for examples.)Iconography: The use of simple stylized, illustrated images to rapidly convey the locationor intention of information. These are often seen on “buttons” for smart phones and signs.Examples include the image of a clock face to signify a time-related matter; the image of ashopping cart to signify a purchase; or the image of a back arrow to signify navigation. (Seepage 79 for an example.)Lock up: How different elements (color, shape, type, tag line) or different entities (NY State,agencies, programs) integrate as a unit. These can be mono lock ups, where only one entity is represented; duo lock ups, where two entities are represented in a fixed relationshipto each other; and multiple lock ups, where three or more entities are represented in afixed relationship to each other. (See page 32 for an example.)NY State brand mark: The primary visual representation of NY State in communicationsusing color, typography, tag line and shape of the state. (See page 11 for an example.)NY State identifier: The brand mark without the tag line that is used as the visual representation when the «state of opportunity» tag line is not appropriate. (See page 12 for an example.)Verbal assets: Verbal properties of the brand system, such as the tag line(State of Opportunity).Visual assets: Visual properties of the brand system, such as brand mark, identifier,typography, color, photography, illustrations, charts, etc.9

1. New York StateBrand ElementsWhat brand elements areThey are the foundational building blocks of the NY State brand in allcommunications and media. These are the NY State brand mark, the NY Stateidentifier, color palette, typography and tag line.Strategy drives design choicesVisual and verbal assets are not subjective or accidental. They are purposefullychosen based on a central strategy. This strategy has two components: The Brand Promiseand The Brand Character. (See the Brand Platform on page 4).These elements are not open to much interpretationBecause these elements and their relation to each other are so essential to the New YorkState brand, the guidelines around these primary brand elements are very specific andnot open to much interpretation.NEW YORK STATE BRAND GUIDELINES10

NEW YORK STATE BRAND GUIDELINES1.1new york STATE BRAND ElementsTHE NEW YORK STATEBRAND MARKNEW YORK STATE BRAND MARKNew YorkOptibeaipsumeState poribustbrand market molupta volorroviti aborem. Itatur,sinvellTothe rightaborestruntis the NewresenturYork reprovideState brandautmark—thevelectis coreremfirst of exevendiaitskind. Itmendiowill be ommodissit,a registered contrademark,cumquiaprotectedcum il et byaccabotherum sero quatiasTrademarkAct of Aquibus,the Unitedquae.StatesNemof America.unt aut etItexfeatureseos sus,theinis utetofetNewoutlineasperumYork Statefugiatiinostiura gradienta nobitam,blue color,ius, consequatintersectingreribus.withthe name of the state in gold, and the tag line in blue:Ferem.StateofEventoOpportunity.berum quam fuga. Ut antiatat lamusa nestisinrercide mporibus sum fugit alit officiuribus quae optatibus sedeatemquThetag lineaepudis eaquistias nem expliquis quia quia quamlautintegralAnfuga. Utpartevelesof thees brandautemolutemmark, thenostagadlinemoisteman expressionlautenieturofthe simaio.brand strategy, the brand promise (State of Opportunity),along with the brand character personality traits (Inspiring,Derum et CompassionateDynamic,omnias vellaboresandcusaperAuthentic).eptaspe rovidessumque ex estio temo tet dolest re volupta nonem. Aborit offic tetofficipiendaWhento useeaturthe brandmoluptamarkspicidem dolupti qui vellab in est,a cullabThebrandipitmarket officilis odimark forte autNYestoriaItaborState.shouldsolobeeaquatent.used whenever possible and appropriate.AquibuscidForexceptions,ut explaboribusplease see theducimnextidestempage, thereruntNY ipsanditState ladolut magnatibus.identifier.Issitia tumquam quia voluptat dipsapienis et, ulpa nonsequatur?Pleasesee the following pages for guidelines regarding howitAspedshouldquam,be deployed.testo elis et velit faccabo. Es ditaque lis nullorrupit eos re quUdanti nossi te nobis iniaectem ra conem elitaidelici andelen deligen dandici tioria cupit, sit atiat eaquiducimus, vellupt aturit estiam fugia sitam fugit as doluptaturesconessincium autempor maxim aliam, veles ea nos sinvenismaiorerias aut di conem quat omsedis eatus prae.OPFTHE BRAND MARK BELOW IS THE SOLE AND PRIMARY BRAND MARKFOR NY STATE. IT SHOULD BE USED WHENEVER POSSIBLE AND APPROPRIATE.11

NEW YORK STATE BRAND GUIDELINES1.2new york STATE BRAND ElementsTHE NEW YORK STATEIDENTIFIERNEW YORK STATE IDENTIFIEROptibeaipsumeNewYorkState poribustidentifieret molupta volorroviti aborem. Itatur,sinvellaborestruntresenturaut velectiscoreremTothe rightis the NewYork reprovideState Identifier.It is similarto k, butdoes notconhavethe tagcumline.ilItetwillbe arum sero quatiasAquibus,quae. Nemaut et ex Acteosofsus,registeredtrademark,protectedby theuntTrademarktheinis utetStateset asperumfugiatiItostiura nobitam,ius, ofconsequatUnitedof America.featuresthe outlineNew Yorkreribus.Statein a gradient blue color, intersecting with the name of theFerem.statein Eventogold. berum quam fuga. Ut antiatat lamusa nestisinrercide mporibus sum fugit alit officiuribus quae optatibus sedeatemquaepudiseaquistias nem expliquis quia quia quamWhento usethe identifierlaut fuga.Ut evelesautemolutemnos markad moTheidentifieris usedesinsteadof the brandin temthreelautenietur simaio.exceptions:1) when the content of the communication is atOPFodds with the spirit of the tag line: State of Opportunity.Derum et theomniasvellaboreseptaspe rovidessumExample:sensitivenaturecusaperof communicationsfrom Domesticque ex estiotemo tetmaydolestvolupta nonem.AboritViolencePreventionbe recompromisedby thespiritofficof tetofficipiendamoluptadolupti makequi vellabin theest,thetag line. eatur2) onlinewhenspicidemsize restrictionsusinga cullabipit etofficil iniendeharumetandalitemodite autbrandmarkimpractical;or 3)risinton productsother printedestoria aborsoloeaquatent.materialwherethereare size restirictions (see page 80-81 forAquibuscid ut explaboribus ducim idestem rerunt ipsandit laexamples).dolut magnatibus.Issitia tumquamquia voluptatdipsapieniset, ulpanonsequaPleasesee the followingpagesfor guidelinesregardinghowtur?it should be deployed.Asped quam, testo elis et velit faccabo. Es ditaque lis nullorrupit eos re quUdanti nossi te nobis iniaectem ra conem elitaidelici andelen deligen dandici tioria cupit, sit atiat eaquiducimus, vellupt aturit estiam fugia sitam fugit as doluptaturesconessincium autempor maxim aliam, veles ea nos sinvenismaiorerias aut di conem quat omsedis eatus prae.THE IDENTIFIER IS USED INSTEAD OF THE BRAND MARKIN THREE EXCEPTIONS. PLEASE REFER TO THE COPY ON THELEFT FOR FURTHER EXPLANATION.12

NEW YORK STATE BRAND GUIDELINES1.3new york STATE BRAND ElementsNEW YORK STATE BRAND MARKAND IDENTIFIER: CLEAR SPACEAND MINIMUM SIZECLEAR SPACEOptibeaipsume poribust et molupta volorroviti aborem. develectiscoreremToensurethe properprominenceand autlegibilityof theNew exevendiamendiocon cumquiail et accaboYorkStatebrand ommodissit,mark and identifier,alwayscumsurroundit with arum sero quatiasquae. Nemunt autet exisolateseos sus,minimumamount Aquibus,of clear space.This clearspacetheinis utetet asperumfugiatifromostiura nobitam,ius, consequatbrandmarkand identifiercompetingelementssuch asreribus.text,photography or background patterns that mayFerem. Eventoquam fuga. Ut antiatat lamusa nestisincompromiseitsberumappearance.rercide mporibus sum fugit alit officiuribus quae optatibus sedeatemqueaquistiasexpliquisquia quiaquamtoTheclear aepudisspace forthe brandnemmarkand identifieris equallaut heightfuga. Utautemolutemnosad molautetheofevelesthe firstesletterof the statename(N),temin whatevernieturinsimaio.sizewhich the brand mark and identifier are reproduced.THE NEW YORK STATE BRAND MARKTHE NEW YORK STATE IDENTIFIEROPFDerum et omniasMinimumsize vellabores cusaper eptaspe rovidessumque NYSex estiotemotet anddolestre voluptaoffic tetThebrandmarkidentifiercan nonem.be usedAboritin a wideofficipiendaeaturmoluptaspicidemdoluptiqui vellabin est,varietyof sizes,butwhen sizedtoo small,legibilityis reduceda cullabipit isetdiminished.officil inienderisintharumetalitemodite aut byandimpactTheminimumsizeis determinedestoriaaboreaquatent.theheightofsolothe lockup. The brand mark and its tag line andAquibuscidexplaboribusducim houldnever appear.25”in height,dolutonlymagnatibus.andat that size if production standards ensure legibility.Issitia tumquam quia voluptat dipsapienis et, ulpa nonsequatur?TrademarkAspedquam,testoet velitarefaccabo.Es ditaquelis nullorThebrandmarkandelisidentifertrademarked.As illustratedrupiteos re quUdantinossithete nobisiniaectemra conembyexampleson this page,TM shouldbe usedwhen elitaspaceidelici andelendeligenallowsfor it to beclearlydandicilegible.tioria cupit, sit atiat eaquiducimus, vellupt aturit estiam fugia sitam fugit as doluptaturesconessincium autempor maxim aliam, veles ea nos sinvenismaiorerias aut di conem quat omsedis eatus prae.N HEIGHT OF THE “N” IN NEW YORK STATEMINIMUM SIZETHE NEW YORK STATE BRAND MARK.25 InchesTHE NEW YORK STATE IDENTIFIER.25 Inches13

NEW YORK STATE IDENTITY GUIDELINES1.4new york STATE BRAND ElementsNEW YORK STATEBRAND MARK “DON’TS”BRAND MARK DON’TSTo the right are several examples of how you should NOTrepresent the NYS brand mark. This is by no means acomplete list. These examples represent the ‘‘don’ts’’ mostcommonly used when guidelines are violated.Video application and 3D renderingThe primary display of the brand mark and identifier is as atwo-dimensional image. With the exception of signage andplaques, do not represent the brand mark or identifier in 3D. Invideo communications, animations and 3D renderings are permitted as long as the NY State brand mark retains its integrityand a dignified presence. For example, don’t spin or distort thebrand mark in any way.DO NOT CHANGE THEBRAND MARK COLORDO NOT CHANGE THEBRAND MARK PROPORTIONDO NOT ADD DROP SHADOWSOR OTHER EFFECTS TOTHE BRAND MARKDO NOT OUTLINETHE BRAND MARKDO NOT REMOVE THESTATE OUTLINE FROMTHE BRAND MARKTRANSPORTATIONDO NOT ROTATETHE BRAND MARKDO NOT LOCK UP PRODUCTIDENTIFIERS OR PRODUCTDESCRIPTIONS WITHTHE BRAND MARKDO NOT PLACE THE BRAND MARKON A COMPLICATED BACKGROUNDOR A BACKGROUND THAT REDUCESITS LEGIBILITYDO NOT USE THE PREFERREDBRAND MARK ON ADARK BACKGROUNDDO NOT CROP THE BRAND MARKDO NOT USE THE BRAND MARKIN A HOLDING BOX OR OTHERSHAPE14

NEW YORK STATE BRAND GUIDELINES1.5new york STATE BRAND ElementsNEW YORK STATEIDENTIFIER “DON’TS”IDENTIFIER DON’TSTo the right are several examples of how you should NOTrepresent the NYS identifier. This is by no means a completelist of examples. These examples represent the ‘‘don’ts’’ mostcommonly used when guidelines are violated.Video communication and 3D renderingThe primary display of the brand mark and identifier is as atwo-dimensional image. With the exception of signage andplaques, do not represent the brand mark or identifier in 3D.In video communications, animations and 3D renderings arepermitted as long as the NY State identifier retains its integrityand a dignified presence. For example, don’t spin or distort theidentifier in any way.DO NOT CHANGE THEIDENTIFIER’S COLORDO NOT CHANGE THEIDENTIFIER’S PROPORTIONDO NOT ADD DROP SHADOWSOR OTHER EFFECTS TOTHE IDENTIFIERDO NOT OUTLINETHE IDENTIFIERDO NOT REMOVE THESTATE OUTLINE FROMTHE IDENTIFIERTRANSPORTATIONDO NOT ROTATETHE IDENTIFIERDO NOT LOCK UP PRODUCTDESCRIPTIONS WITHYOU THE IDENTIFIERDO NOT PLACE THE IDENTIFIERON A COMPLICATED BACKGROUNDOR A BACKGROUND THAT REDUCESITS LEGIBILITYDO NOT USE THE PREFERREDIDENTIFIER ON ADARK BACKGROUNDDO NOT CROP THEIDENTIFIERDO NOT USE THE IDENTIFIERIN A HOLDING BOX OR OTHERSHAPE15

NEW YORK STATE BRAND GUIDELINES1.6new york STATE BRAND ElementsCORE COLORSAND TINTS FORNEW YORK STATENYS CORE COLOR PALETTELegacy colorsThe New York State color palette retains the the gold and darkblue most often used in NYS communications. Gold evokesthe value of being inspiring, while the dark blue evokes thevalue of being authentic—two personality traits in the state’sbrand character.New colorsTo help convey another personality trait in the brand character(dynamic), a light blue has been added, enlivening the paletteoverall, yet in keeping with the legacy colors. The light bluecan be used as a solid color, or in a blue gradient as shown tothe right.OPFHow to combine colorsOther than the fixed use of colors specified in these guidelinesfor the NY State brand mark, color selection for communications is open to any combination as long as the selectionsare from the NY State color palette. Colors may be used forbackgrounds, as text, as borders or accents to graphic imagesor photography, etc.Color formulas for the entire palette can be found on the nexttwo pages.GRADIENT BLUEGOLDLIGHT BLUEDARK BLUE16

NEW YORK STATE BRAND GUIDELINES1.7new york STATE identity ElementsCORE PRIMARYCOLOR PALETTENYS PRIMARY CORE COLORSColor selection is driven by the brand strategyThe NYS primary color palette is intended to be inspiring,dynamic and authentic. The consistent use of the core colorshelps define and reinforce our distinctive brand character,and should be used on all communications and promotionalmaterials.Color formulas to reproduce color accuratelyWe have enlisted the standards of the Pantone MatchingSystem (PMS), which is a universally recognized colormatching system based on lithography printing inks. Thecolor palette includes 1) specific spot color references forboth coated and uncoated paper stocks, and 2) processmatch breakdowns (CMYK) for printing applications with limitedbudgets. (Please note that these numbers may differ due tothe way inks appear on different stocks.) Also included areRGB equivalents for use in word processing and presentationsoftware, as well as hexadecimal equivalents for emitted lightand web applications.OPFCMYK 100/90/6/1RGB 35/62/144HEX #233E90CMYK 71/15/0/0RGB 30/169/225HEX #1EA9E1All color breakdowns in the Brand Guidelines are basedon the Official Pantone Matching System 2015. They areoptimized for the majority of computer monitors, operatingsystems and browsers. Adhering to the Pantone matchingsystem will allow for color to be reproduced and displayed inthe most unified and consistent manner possible.When working in your software application, always create thecolor by entering the values for the Pantone colors suppliedhere for either CMYK, RGB or Hex.PANTONE130 CCMYK 0/32/100/0RGB 242/169/0HEX #F2A900PANTONE3005 CCMYK 100/31/0/0RGB 0/119/200HEX #0077C8PANTONE288 CCMYK 100/80/6/32RGB 0/45/114HEX #002D7217

NEW YORK STATE BRAND GUIDELINES1.8new york STATE BRAND ElementsCORE SECONDARYCOLOR PALETTENYS SECONDARY CORE COLORSRationale for secondary colorsThe secondary color palette is designed to support andcomplement the primary color palette. They are percentages,or tints, of the primary colors. Taken together the primary andsecondary colors enable flexibility and variety in design.Color formulas to reproduce color accuratelyWe have enlisted the standards of the Pantone Matching System (PMS), which is a universally recognized color matchingsystem based on lithography printing inks. The color paletteincludes 1) specific spot color references for both coated anduncoated paper stocks, and 2) process match breakdowns(CMYK) for printing applications with limited budgets. (Pleasenote that these colors may differ due to the way inks appearon different stocks.) Also included are RGB equivalents foruse in word processing and presentation software, as well ashexadecimal equivalents for emitted light and web applications.OPFPANTONE109 CCMYK 0/9/100/0RGB 255/209/0HEX #FFD100PANTONE127 CCMYK 0/4/62/0RGB 243/221/109HEX #F3DD6DPANTONE2925 CCMYK 85/21/0/0RGB 0/156/222HEX #009CDEPANTONE7682 CCMYK 63/37/2/0RGB 103/135/183HEX #6787B7PANTONE7687 CCMYK 100/78/0/18RGB 29/66/138HEX #1D428APANTONE2728 CCMYK 90/68/0/0RGB 0/71/187HEX #0047BBPANTONEBLACK 6 CCMYK 100/79/44/93RGB 16/24/32HEX #101820PANTONECOOL GRAY 10 CCMYK 40/30/20/66RGB 99/102/106HEX #63666APANTONECOOL GRAY 8 CCMYK 23/16/13/46RGB 136/139/141HEX #888B8DPANTONECOOL GRAY 4 CCMYK 12/8/9/23RGB 187/188/188HEX #BBBCBCPANTONECOOL GRAY 2 CCMYK 5/3/5/11RGB 208/208/206HEX #D0D0CEPANTONE7541 CCMYK 7/1/3/2RGB 217/225/226HEX #D9E1E218

NEW YORK STATE BRAND GUIDELINES1.9new york STATE BRAND ElementsNEW YORK STATE BRAND MARK:COLOR VARIATIONS ANDBACKGROUNDSPRIMARY BRAND MARK LOCK UPTo the rightOptibeaipsumeare severalporibustillustrationset moluptaofvolorrovitithe approvedaborem.waysItatur,tosinvell aborestruntshowcasethe NY Stateresenturbrandreprovidemark, a autlockvelectisup that coreremincludes extheevendiatagline. Thesemendioincludeommodissit,approvedcon one-colorcumquia cumvariationsil et accabowhenrumbrandthesero quatiasmark appearsAquibus,onquae.a whiteNembackground,unt aut et exas eoswellsus,asinis utet etcolorapprovedasperumbackgroundsfugiati ostiuron whicha nobitam,the brandius, consequatmark mayreribus.befeatured.Ferem. Evento berum quam fuga. Ut antiatat lamusa nestisinrercidecolorThesemporibusvariationssum fugitare examplesalit officiuribustakenquaefrom optatibusthe core ast nemand legibilityexpliquisforquiathequiaNY quamStatelaut fuga.brandmark.Ut eveles es autemolutem nos ad mo tem lautenietur simaio.You may also use any color from the NYS color palette toDerum et omniasshowcasethe NYSvellaboresbrand mark,cusaperusingeptaspegood judgmentrovidessumforque ex estiocontrastand temolegibility.tet dolestAny otherre voluptacolor representationsnonem. Aborit officof thetetofficipiendabrandmark outsideeatur moluptaof the approvedspicidem dolupticolor palettequi vellabare ainviolaest,a cullabtionof theipitguidelines.et officil iniende risint harumet alitemodi te autestoria abor solo eaquatent.Aquibuscid ut explaboribus ducim idestem rerunt ipsandit ladolut magnatibus.Issitia tumquam quia voluptat dipsapienis et, ulpa nonsequatur?Asped quam, testo elis et velit faccabo. Es ditaque lis nullorrupit eos re quUdanti nossi te nobis iniaectem ra conem elitaidelici andelen deligen dandici tioria cupit, sit atiat eaquiducimus, vellupt aturit estiam fugia sitam fugit as doluptaturesconessincium autempor maxim aliam, veles ea nos sinvenismaiorerias aut di conem quat omsedis eatus prae.OPFONE COLOR BRAND MARK LOCK UPBRAND MARK LOCK UP ON COLOR BACKGROUNDS19

NEW YORK STATE BRAND GUIDELINES1.10new york STATE BRAND ElementsNEW YORK STATE IDENTIFIER:COLOR VARIATIONSAND BACKGROUNDSNEW YORK STATE IDENTIFIERTo the rightOptibeaipsumeare severalporibustillustrationset moluptaofvolorrovitithe approvedaborem.waysItatur,tosinvell aborestruntshowcasethe NY Stateresenturidentifier,reprovidea lockautupvelectisthat doescoreremnot useexevendiathetag line.mendioTheseommodissit,include approvedcon cumquiaone-colorcum variationsil et accaborum serowhenthe quatiasidentifierAquibus,appearsquae.on a Nemwhiteuntbackground,aut et ex eosas wellsus, asinis utet etcolorapprovedasperumbackgroundsfugiati ostiuron whicha nobitam,the identifierius, consequatmay bereribus.featured.Ferem. Evento berum quam fuga. Ut antiatat lamusa ugitexamplesalit officiuribustaken fromquaetheoptatibuscore iasand legibilitynemforexpliquisthe NY Statequia quiaidentifier.quamlaut fuga. Ut eveles es autemolutem nos ad mo tem lautenieturYoumaysimaio.also use any color from the NYS color palette toshowcase the NYS identifier, using good judgment for contrastDerumandlegibility.et omniasAny vellaboresother colorcusaperrepresentationseptaspe ofrovidessumthe identifierque ex estiooutsideof thetemoapprovedtet dolestcolorrepalettevoluptaarenonem.a violationAboritofofficthe tetofficipienda eatur molupta spicidem dolupti qui vellab in est,guidelines.a cullab ipit et officil iniende risint harumet alitemodi te autestoria abor solo eaquatent.Aquibuscid ut explaboribus ducim idestem rerunt ipsandit ladolut magnatibus.Issitia tumquam

2.16 Schematic of a legacy logo endorsement 2.17 Example of a legacy program logo endorsement 2.18 Example of a legacy agency logo endorsement 2.19 Legacy logo endorsement of a sub-program or initiative lock up 2.20 Schematic of a legacy logo endorsing a sub-program 2.21 Example of a legacy logo

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