Brand Stylebook - Dav

BRAND STYLEBOOKVERSION 3.1 (UPDATED 5/20)

Critical StrategiesContents2 LOGO USAGE3 LOGO IMPLEMENTATION Approved Color Applications Logo Staging Minimum Size Restrictions Approved Configurations5 DAV SEAL & “V” GUIDELINES6 COLOR7 TYPOGRAPHY8 VIDEOGRAPHY9 BRAND ASSOCIATIONS Letterhead Staging Department and Chapter Logos Fundraising Co-branding DAV Auxiliary11 CENTENNIAL LOGOAfter reading through this guide, if you have anyremaining questions relating to the logo or DAVbrand, please contact the National CommunicationsDepartment at 859-441-7300 or production@dav.org.DAV BRAND STYLEBOOK VERSION 3.1 UPDATED 5/20DAV’S VISUAL IDENTITYWith each application of this visual identity, the DAV brandis further defined. Handling this identity with a sense ofdignity and respect honors the long history of DAV andall veterans who are served by the organization.This stylebook and the accompanying brand kit havebeen designed to provide direction and address the mostcommon questions that may arise for anyone working withDAV’s brand assets. This is a working document that will beupdated as needed to provide the most current guidelinesand examples.STRENGTH. PERSEVERANCE. ADAPTABILITY.DAV’s logo, which has served the organizationon an unprecedented period of outreach growth,was designed in 2012. It takes a bold step into themodern era, while referencing the familiar militarymotifs of chevrons and stencil lettering.The brand honors traditions by reimagining olive drabas a vibrant hue alongside gunmetal grey. Customletterforms evoke a service theme. The contemporarylook strives to differentiate DAV as a trail-blazingorganization that remains dedicated to its mission.Placement and treatment of the tagline anchors andbalances the DAV mark. The tagline is aligned withthe right edge of the mark to counterbalance thenegative space beside the “V.”Full-color logo artwork represents the preferred usageof the logo and tagline design. However, additionalartwork options are available to accommodateother graphic needs. (See sections on Logo Usageand Logo Implementation.) Contact the NationalCommunications Department for additional options.1

Logo UsageThe brand kit and the corresponding graphic files have been created with a wide variety of applications inmind. While flexibility has been built into the DAV identity, it is important to maintain consistency acrossusage—and those who have the right to leverage the DAV brand assets must do so correctly. For this reason,no changes should be made to any of the official logo artwork. Instead, select the most appropriate logoartwork for each specific application of the DAV identity.PREFERRED USAGEIncorrect usage:PLEASE ADHERE TO THEFOLLOWING GUIDELINES:Use the artwork and colors as provided inthe brand kit.Do not alter the logo artwork in any way.Do not remove, crop or obscure any partof the logo.Do not alter the proportions of the mark,the letterforms or any elements thereof.Do not skew, stretch or distort the mark.Logo artwork may be resized proportionally,providing that the final size is legible (seeminimum size restrictions on page 4).Do not apply other colors to the logo.ALTERNATE USAGEDo not alter the way in which the brandcolors are applied to the logo.Do not attempt to recreate the logo orthe tagline artwork.Do not substitute words or phrases for theexisting tagline. Do not otherwise attempt tomimic the tagline treatment with other text.Do not insert the logo into running text.Do not apply the mark to visually competitivebackgrounds or patterns, and avoid confiningit within a shape, such as a box or oval.Do not insertinto running text.Do not apply a drop shadow or an outline tothe logo.DAV BRAND STYLEBOOK VERSION 3.1 UPDATED 5/202

Logo ImplementationAPPROVED COLOR APPLICATIONSLOGO STAGINGTo preserve the integrity of the DAV mark, alwayspresent the logo artwork with minimum clear spaceintact (see below). Minimum clear space on all sidesof the logo must be equal to the width of the straight barin the letter “D” of the DAV mark. Do not place text orother design elements within this minimum clear space.Full-color logo artworkFor use on white backgroundsFull-color logo artwork (with lightenedgunmetal grey) ONLY for use on solidblack backgroundsDisregard when centering or aligning the logo.If the mark is included when centering, then the logowill appear to sit too far to the left.Solid black logo artworkFor use in one-color applications,such as newspaper advertisements,or over light backgroundsOne-color reverse logo artwork (whiteand nightvision green) For use on darkbackgrounds such as solid gunmetal grey,black, or DAV blueExample ofcorrect centeringExample ofincorrect centeringFull reverse logo artwork (all white)For use over simple imagery and darkbackgroundsDAV BRAND STYLEBOOK VERSION 3.1 UPDATED 5/203

Logo Implementation CONT.MINIMUM SIZE RESTRICTIONSTo ensure legibility of the logo at all times, pleaseadhere to the minimum size requirements below.When necessary, the tagline may be droppedfrom the logo signature if the tagline itself cannotappear at least 1.5” wide.APPROVED CONFIGURATIONSAny of the following logo options are acceptable for use and are shown atthe full minimum size. With the intended application in mind, choose theproper configuration based on the most effective size relationship betweenthe DAV mark and the tagline. No other tagline placements are approved foruse. Do not reposition or resize the tagline independently of the DAV mark.StackedLogo andTagline:SmallPreferredStackedLogo andTaglinewith tagline, minimum size ofpreferred stacked version is 1.875" wideDAV StackSm R K.epsDAV Stack R K.epsat this scale, tagline appears at its minimumlegible size of 1.5" wideHorizontalLogo andTagline:LargeDAV SideLg R K.epswithout tagline, minimum size is .75" wideHorizontalLogo andTagline:SmallDAV SideSm R K.epsFor certain applications (screen printing,embroidery, etc.) where the symbol maynot reproduce legibly, it may be removedor reproduced as a solid dot.DAV BRAND STYLEBOOK VERSION 3.1 UPDATED 5/20HorizontalLogo andTagline:Extra SmallDAV SideXS R K.eps4

DAV Seal & “V” GuidelinesSEAL COLOR APPLICATIONSFull color/4CFull color vector2C vector1C vector/line art1C vector inversefor embroidery/screenprintingDAVSeal Vector 4C.epsDAVSeal Vector 288C 200C.epsDAVSeal Vector K.epsDAVSeal Vector K inverted.epsPreferredDAV SealDAVSeal.eps“V” GUIDELINESAPPROVED “V” CONFIGURATIONSThe “V” can be used for design purposes (as seen at the top ofthis page), but it cannot be used to replace a letter in running text.The only approved configuration of the “V” within text is listedon the right. Approved colors are black, white, gray and green(see Page 7 for color palette).* When using Nightvision Green, the green should not be tinted.Minimum crop areaThe shape of the “V” mustnot be altered in any way.DAV BRAND STYLEBOOK VERSION 3.1 UPDATED 5/20OLUNTEEROLUNTEERVolunteerLogo DesignThe volunteer logo is presently the only approvedconfiguration using the “V” from the DAV markwithin text. When using the “V” in this manner,all brand guidelines related to size/spacing/color/etc. must still be followed. Neither the “V” northe volunteer logo should be used in running text.5

ColorFor key branded pieces, the primary color paletteshould be noticeably dominant. Gunmetal Grey maybe used for a wide variety of elements, includingdisplay headlines, background color, etc. NightvisionGreen should be used as an accent color or to createemphasis. Do not overuse it. Avoid reducing the tintof Nightvision Green.Note: Gunmetal Grey and Nightvision Green may beused for headline typography. Do not use the CMYKbuild of these colors for type smaller than 12 pt,as variations in printing may diminish readability.Secondary and Tertiary colors are to be usedto complement and support the primary palette.PRIMARY COLOR PALETTENightvision GreenTHREAD COLORS (FOR EMBROIDERY):Silver is MADEIRA 4044, Green is MADEIRA 1940Registration mark is Black.GUNMETAL GREY ALTERNATIVESPANTONE 390CGunmetal GreyPANTONE 8403CC 27 R 190M 0 G 209Y 100 B 43K 3HEX bed12bC 61 R 93M 54 G 92Y 55 B 90K 27HEX 5b5c5aTints of Black75% for graphics80% for text(METALLIC)PANTONE Cool Gray 10CC 57, M 46, Y 40, K 25R 93, G 97, B 102PANTONE 425CC 63, M 51, Y 45, K 33R 77, G 82, B 84SECONDARY COLOR PALETTETanOlive GreenDAV BluePANTONE 4515CPANTONE 574CPANTONE 7699CC 13 R 170M 19 G 152Y 62 B 94K 28HEX aa985eC 56 R 45M 22 G 67Y 98 B 12K 72HEX 2d430cC 73 R 0M 13 G 93Y 0B 125K 57HEX 005d7dTERTIARY COLOR PALETTECOLOR SUBSTITUTIONS FOR UNCOATED PAPERSDAV RedDAV OrangePANTONE 201CPANTONE 158CC 0R 179M 100 G 8Y 63 B 56K 29HEX b30838C 2R 236M 66 G 118Y 100 B 35K 0HEX ef7623DAV BRAND STYLEBOOK VERSION 3.1 UPDATED 5/20PANTONE 583U27C, 0M, 100Y, 3KPANTONE Cool Gray 10U45C, 34M, 28Y, 23KPANTONE 7700U80C, 40M, 15Y, 25K6

TypographyThe DAV mark is comprised of original customlettering; it is not based on a specific typeface,and therefore no typeface is a match for theseletterforms.The tagline artwork has been created usingthe typeface Klavika, which is also the primarydisplay typeface for DAV’s visual identity.The secondary display typeface is Vitesse.Incorporating Vitesse into applications of theDAV identity is optional.Body copy and other supporting text may be setin Minion Pro. For digital and Microsoft Officeapplications only, Times New Roman is anacceptable substitute for Minion NOPQRSTUVWXYZ0123456789!@# % &*?(){}[]Primary CDEFGHIJKLMNOPQRSTUVWXYZ0123456789!@# % &*?(){}[]Secondary DisplayTypefaceMinion ProApplications that are better suited to sans serifbody copy may be set in Helvetica Neue LT Std.For digital and Microsoft Office applications only,Arial is an acceptable substitute for KLMNOPQRSTUVWXYZ0123456789!@# % &*?(){}[]As appropriate to the application, all availableweights, widths and italics from each typefaceare acceptable.Helvetica Neue LT VWXYZ0123456789!@# % &*?(){}[]PrimaryBody TextSecondaryBody TextArialFor digital andMicrosoft Officeapplications UVWXYZ0123456789!@# % &*?(){}[]Times New TUVWXYZ0123456789!@# % &*?(){}[]DAV BRAND STYLEBOOK VERSION 3.1 UPDATED 5/207

VideographyAll video graphic dimensions are based ona standard 1920 x 1080 aspect ratio. Samplesare not shown to scale.DAV BUGThe DAV bug should be approximately 220 pixels x 90 pixels. It should be placed 40 pixels from the right edgeof the screen and 32 pixels from the bottom edge of the screen, measured from the bottom edge of the logo.LOWER THIRDWhen identifying a person on screen, use the firstand last name, followed by the title and then ahorizontal green rule.DimensionsThe standard height for this graphic is 225 pixels,measured from the top of the name to the bottomof the green rule. Width varies based on the lengthof the name, but the horizontal rule should extend130 pixels past the right edge of the name.Font sizes and leading (space between nameand title) can be adjusted as needed based onthe specific needs of the video. However, the size/spacing should be consistent throughout a singlevideo. It should not vary between frames.Spacing and PlacementStandard spacing between name and title is37 pixels. Spacing between title and green ruleis 16 pixels.220 pxDimensions are220 x 90 pixels.90 pxThe graphic should be placed 70 pixels from leftedge of the screen and 30 pixels from bottomedge, measured from the bottom of the green rule.Spacing can be adjusted as needed but shouldremain consistent throughout a single video.Dimensions:225 pixels x [name width 130 pixels]225 px130 pxDAV BRAND STYLEBOOK VERSION 3.1 UPDATED 5/20Spacing is 32 pixels frombottom, 40 pixels from right.8