Brand Guidelines - Shpe

BRANDGUIDELINESVersion 3 Last Updated 12/19/19

BRAND GUIDELINES3910111516LogoColorTypographyUsageThe SHPE BrandDesign & Social Media

LO G OAbout the LogoSHPE’s new logo positions our association as a powerfulbrand in the world of diversity in STEM. The four swirlingshapes represent: the interconnectedness of our community;SHPE’s four core values of Familia, Service, Education andResilience; and of the four elements of STEM. The logo hasbeen designed to convey the energy and teamwork foundwithin the SHPE community.ColorsTo preserve elements of SHPE’s logo history, the markmaintains the four colors of SHPE’s brand: red, orange andtwo shades of blue. In combination with each other, thiscreates the official color SHPE color palette. Blue implies trust,while red and orange represent the passion and energy foundacross SHPE’s members and leadership.LogomarkThe logomark uses four swirling shapes to symbolize STEMand SHPE’s four core values. The shapes are sleek and flowing,indicative of science, energy and teamwork. By workingtogether in a fluid motion, they symbolize the collaborativeand dynamic qualities found within our community.The mark echoes the history of the original SHPE logo throughit’s cross-like shape and now contains a “moment of delight,”using two blue marks to form an abstract “S.”SHPE Brand Guidelines pg 3

LO G OLogo OptionsThe SHPE logo will appear across a varietyof marketing channels and form factors.To optimize consistent reproduction acrossapplications, the SHPE logo is provided ina variety of layouts, referred to officiallyas “lockups”.Logo LayoutsHorizontal LayoutThis is the primary logo. It is formatted for useon the SHPE website. It is also appropriate forprint media such as business cards, letterhead,or posters.Vertical LayoutThe vertical logo is secondary, and should onlybe used when the logo needs to be displayed in asquare or thin layout.LogomarkThe logo icon is meant to only be used in caseswhere the name “SHPE” is displayed nearby. Oneexample use is for a social media profile image.SHPE Brand Guidelines pg 4

LO G OLogo OptionsNational Logo - Horizontal and VerticalRegional Lockup - Horizontal and VerticalChapter Lockup - Horizontal and VerticalSHPE Brand Guidelines pg 5

LO G OLogo Color VersionsColor Logo onlyPreferred use on white backgrounds.Avoid placement on or over any other color.White Logo on NavyFull color logo with white replacing thenavy wordmark can be used over navyor an equivalent dark color.White Logo on Other ColorsPrimarily used on applications where aone-color logo is the only option. Eventbranding and on wearables is where thisversion most often shows up.Solid Navy LogoOnly appears on white background/nodrop out placement. Only use if color isnot an available option.SHPE Brand Guidelines pg 6

LO G OMinimum SizeSetting a minimum size helps to insure that the marks are always legible. The minimum sizefor print applications differs from the minimum size for digital and web applications. Pleaseensure that you use the appropriate sizes for each medium.Minimum print size 1.25”Minimum print size: 1.25 inches in widthMinimum web/digital size: 150 pixelsMinimum digital size 150 pxLO G OClearspaceimpact of the brand.Clear space is required around the logo and symbol regardless of medium orimplementation.0.25”Maintaining a clean and uncluttered space around the SHPE logo maximizes the visual0.25”0.25”0.25”SHPE Brand Guidelines pg 7

LO G OChapter Name for Logo Rationale The name being used for each chapter logo is based on theuniversity, college, or organization’s branding guidelines and/or aconversation with the chapter and regional leadership. Chapters are free to use nicknames or abbreviations in theirmarketing even if it doesn’t match what’s in their logo. All new chapter logos must be created or approved by SHPENational. Email marketing@shpenational with any questions.LO G OMinimum print size 1.25”Minimum digital size 150pxMinimum SizeSetting a minimum size helps to insure that the marks are alwayslegible. The minimum size for print applications differs from theminimum size for digital and web applications. Please ensure that youuse the appropriate sizes for each medium.Minimum print size:1.25 inches in width (horizontal orientation)1 inch in width (vertical orientation)Minimum web/digital size:150 pixels (horizontal orientation)Minimum print size 1”Minimum digital size 100px100 pixels (vertical orientation)SHPE Brand Guidelines pg 8

C O LO RLogo Color ValuesThe SHPE logo uses five colors and shouldWEBHex: #626366RGB: 98, 99, 102always be reproduced with each colorcoordinating to its respective element, asidefrom when the logo is on a dark color.PRINTCMYK: 0, 0, 0, 75Pantone: 446WEBHex: #72A9BERGB: 114, 170, 190WEBHex: #D33A02RGB: 210, 63, 38PRINTCMYK: 11, 90, 100, 3Pantone: 485PRINTCMYK: 56, 20, 19, 0Pantone: 7695WEBHex: #001F5BRGB: 0, 31, 91PRINTCMYK: 100, 91, 32, 34Pantone: 281WEBHex: #0070C0RGB: 24, 112, 184WEBHex: #FD652FRGB: 242, 101, 52PRINTCMYK: 87, 54, 0, 0Pantone: 660PRINTCMYK: 0, 75, 88, 0Pantone: 1655SHPE Brand Guidelines pg 9

T Y P E FAC ETypefacesThe overall look of the brand is bold sansserif. The official brand font is Univers LT Std.The following outlines fonts that should beUnivers Bold uVvWwXxYyZz0123456789-!@#%&”/()?used when creating documents internally andexternally (i.e. when working with a graphicdesigner to create materials).45 Light47 Light CondensedWhen working with Microsoft Office, on ()?55 Roman57 %&”/()?65 Bold67 Bold %&”/()?web or any other format (print or digital):1. If Univers LT Std is unavailable, useFranklin Gothic2. If that is unavailable, use Helvetica3. If that is again unavailable, use ArialWhen working with an external graphicdesigner:When creating headline type thatcomplements the logo, use either Univers 67Bold Condensed or Univers 57 Condensed.For subsidiary copy on identity materials, usethe roman weight (Univers 55 Roman).All-caps bold type should only be used forheadlines. All-caps should never be used forbody copy.75 wXxYyZz0123456789-!@#%&”/()?SHPE Brand Guidelines pg 10

USAGERules for UsageDo not alter the mark in any way. Someexamples of these are illustrated to the right.DO NOT change the color of the marks.DO NOT change the position or size ofthe symbol.DO NOT place anything in theclearance zone such as outlines,boxes or other objects.DO NOT use the logo word mark byitself. Only when necessary, and withadvance permission, is it acceptableto use this version.DO NOT delete parts of the logo symbolor word mark.DO NOT distort the logo in any matter.DO NOT pair a chapter identity with the official logo or word mark.SHPE Brand Guidelines pg 11

USAGERules for ChapterLogo UsageDo not alter the mark in any way or try torearrange the placement of the chapter-DO NOT change the color of the marks.DO NOT change the position or size ofthe symbol.DO NOT place anything in theclearance zone such as outlines,DO NOT use the logo word mark byitself. Only when necessary, and withadvance permission, is it acceptableto use this version.specific text. Some examples of these areillustrated to the right.boxes or other objects.DO NOT delete parts of the logo symbolor word mark.DO NOT distort the logo in any matter.DO NOT change the typeface for anyparts of the logo.DO NOT change the proportionsof the logo.SHPE Brand Guidelines pg 12

USAGECo-BrandingClear Space Requirements - Logo LockupMany cobranding instances will require the SHPElogo to be placed side by side with a partner logo(locked up). The guidelines on this page outline thePA R T N E R LO G Oproper way to construct a lockup with the SHPElogo. Each logo should be sized to be opticallyequal in size. The left position of the lockup indicatesbrand dominance in brand neutral environments.SHPE-Led AllianceUse of Marks and LogosPA R T N E R LO G OSHPE is often involved in co-brandingsituations with external companies, schools andorganizations. As a valued partner, these brandswill share equal prominence with our logo andappear in a primary position or on the front coverof any co-produced collateral.Partner-Led AllianceIn all instances, it is imperative that the integrity ofour mark be preserved, both in color and in clearspace. Please adhere to clear space and minimum-PA R T N E R LO G Osize standards while giving ample real estate topartner logos.SHPE Brand Guidelines pg 13

USAGECo-Branding with Chapter LogosWhen co-branding your chapter-specific logo,Clear Space Requirements - Logo Lockupfollow the same sizing and spacing rules aswith the standard SHPE logo as outlined on theprevious page.SHPE Brand Guidelines pg 14

THE SHPE BRANDMissionSHPE changes lives by empowering theHispanic community to realize its fullestpotential and to impact the world through STEMawareness, access, support and development.NATIONAL DEMOGRAPHICSTotal Members 11,129Student Members 9,082 (82%)Professional Members 2,047 (18%)Lifetime Members 6452019 NATIONAL CHAPTERSTotal Active Chapters 245Student Chapters 189Professional Chapters 56SHPE’s Reach and ImpactBREAKDOWNStudentsMale 67% - Female 33%SHPE was founded in Los Angeles, California,ProfessionalsMale 67% - Female 33%TOP MAJORSMechanical Engineering 30%Computing Sciences &Engineering 20%Electrical Engineering 11%Chemical Engineering 11%Civil Engineering 6%THE SHPE BRANDVisionSHPE‘s vision is a world where Hispanics arehighly valued and influential as the leadinginnovators, scientists, mathematicians andengineers.THE SHPE BRANDin 1974 by a group of engineers employed bythe city of Los Angeles. Their objective was toform a national organization of professionalengineers to serve as role models in theHispanic community.Demographics as of 07/2019SHPE Brand Guidelines pg 15

DESIGN & SOCIAL MEDIAImageryLike words, visuals tell the story of the SHPE. People shouldbe at the center of the visuals. Tone should be open, engaged,energetic and diverse, with a mix of female and male, andstudent and professional subjects. Images should not lookedstaged. One subject over many is preferred. One impactfulvisual is preferred. Collages should be used only whennecessary. When type is used with a visual, don’t overcrowd.The type needs to breathe. For available images contactmarketing@shpe.orgDESIGN & SOCIAL MEDIALanguageUse Hispanic, not Latina/Latino/Latinx.Use STEM, not STEAM or STEM CS.DESIGN & SOCIAL MEDIACollateral MaterialTo maintain consistency and quality contact thecommunications team for business cards, letterhead, andpresentation templates at marketing@shpe.orgSHPE Brand Guidelines pg 16

DESIGN & SOCIAL MEDIASocial Media Handles & HashtagsSHPE National Social Active Media YouTubeSHPE ociety of Hispanic Professional EngineersMost Commonly Used SHPEFAMILIA#STEM#SHPE[year] – For the national convention#NILA[year] – For the annual NILA conference#SHPERLDC[#] – For annual RLDC conferences[#]RLDC[year] – For annual RLDC conferenceBest Practices for Regional // Chapter Social Media HandlesFormat: Facebook: @SHPE[REGION#] // @SHPE[CHAPTERNAME]Examples:Facebook: @SHPEREGION1 // @SHPEUCLATwitter: @SHPEREGION1 -or- @SHPEREGION 1 // @SHPEUCLA -or- @SHPE UCLA Instagram: @shperegion1 // @shpeUCLASnapchat: @SHPERegion 1 // @SHPEUCLAYouTube: SHPE Region 1 // SHPE UCLALinkedIn: SHPE - Region 1LinkedIn: SHPE - UCLAWebsitewww.shpe.orgSHPE Brand Guidelines pg 17

Contact UsFor any questions about these brand guidelines,please contact marketing@shpe.org.

SHPE Brand Guidelines pg 4. Logo Options. LOGO. Horizontal Layout. This is the primary logo. It is formatted for use . on the SHPE website. It is also appropriate for print media such as business cards, letterhead, or posters. Vertical Layout. The vertical logo is secondary, and should only . be used when the logo needs to be displayed in a