BRAND GUIDELINES - Disa
BRAND GUIDELINES Implementing the DISA brand in communications Version 1.0 October 2021
DISA brand Guidelines Welcome Welcome to the DISA brand guideline We have created this document as a guide and inspiration for anyone who is commissioning, writing, designing, or producing DISA branded communication. This document contains a summary of the thinking behind our brand, an overview of our creative style, and an explanation of the basic elements of our brand identity. Our brand is crucial to the performance of our business, so please take a few minutes to have a look through it.
DISA brand Guidelines Table of contents 4. Introduction 5. Brand Guidelines Overview 6-10. Our Logo 6. Overview 7. Logo Family 8. Logo Usage 9. Incorrect Logo Usage 10. White Space 11. Brand Colors 12. Typography 13-14. Our Image Style 13. Imagery Usage 14. Incorret Imagery Usage 15-16. Brand Assets 15. Letterhead 16. PowerPoint Presentation 17. Brand Importance
DISA brand Guidelines Introduction The DISA brand objectives The DISA brand is one of the organization's biggest assets. it represents a significant source of appeal and differentiation for our customers and stakeholders. Our brand is intended to take us closer to our dream to be recognized as an industry leader TPA and for our customers to helping our customers to make better hiring decisions and build a culture of safety. Our brand purpose is detailed on the following pages. It is important to ensure that all elements of brand expression and communication work towards achieving this vision in a coherent and coordinated manner. 4
DISA brand Guidelines Brand Guideline Overview Color Palette Typography BLACK P 110-13 C P 110-16 C P 108-15 C RGB 34/31/32 RGB 69/134/178 RGB 0/92/144 RGB 5/74/118 CMYK 70/67/64/74 CMYK 63/22/0/23 CMYK 100/35/0/36 CMYK 100/74/31/14 HEX #231F20 HEX #4586B2 HEX #005C90 HEX #054A76 Secondary Palette Roboto Condensed Download Here: https://fonts.google.com/specimen/Roboto Condensed?query roboto Calibri Regular Calibri Bold Helvetica Regular Helvetica Bold Tertiary Palette Logo Corporate Logo 5 Secondary or Sub-mark Logo Verdana Regular Verdana Bold
DISA brand Guidelines Our Logo Overview The arched logo is our most recognized asset as well as our only registered mark. This version of the logo should be used wherever is possible. 6 Core Logo
DISA brand Guidelines Our Logo Logo Family Corporate Logo Secondary or Sub-mark Logo Conference Logo Division Logo Example Care Logo One DISA Logo The DISA logo family consists of different groups of logos. Each group has a specific application in DISA communications. Other Logo Examples 7 Note: For a complete list of available logos please contact the Marketing Department.
DISA brand Guidelines Our Logo Logo Usage Color Black Grayscale The arched logo is our most recognized asset as well as our only registered mark. This version of the logo should be used wherever is possible. However, a logo version without arches is also available for use when space constraints limit the proper use of the complete logo. Outdated versions of the logo should never be used. Reverse Reverse versions of the logo are only to be used if necessary due to color restriction or background color. . 8
DISA brand Guidelines Our Logo Incorrect Logo Usage 1 4 2 5 8 6 Logo Don’ts! 1. change the orientation of the logo 3 7 2. add effects to the logo (ex. bevel, emboss, drop shadow, glow) 3. crop the logo in any way 4. change the logo colors 5. outline the logo in any color 6. put a white box around the logo when placed on a dark background (use an appropriate reverse logo instead) 7. stretch, squeeze or distort proportion 9 8. place the logo on busy backgrounds
DISA brand Guidelines Our Logo White Space The DISA logo should be placed prominently on a page with careful consideration to required clear space (examples below). The logo should never appear more than once on a page or screen or be used as part of a sentence within a block of copy. 10
DISA brand Guidelines Brand Colors Core Colors The DISA color palette consists of a core, secondary, and tertiary colors. The consistent use of these colors will create recognition and strengthen the DISA brand. Generic colors like blues, oranges, greens, and grays are unacceptable substitutes for these carefully selected colors. Please use colors as specified below for accuracy. BLACK P 110-13 C P 110-16 C P 108-15 C RGB 34/31/32 RGB 69/134/178 RGB 0/92/144 RGB 5/74/118 CMYK 70/67/64/74 CMYK 63/22/0/23 CMYK 100/35/0/36 CMYK 100/74/31/14 HEX #231F20 HEX #4586B2 HEX #005C90 HEX #054A76 Secondary Colors RGB 243/142/50 RGB 241/183/41 RGB 0/113/87 RGB 109/111/113 CMYK 1/53/91/0 CMYK 5/29/95/0 CMYK 89/32/74/20 CMYK 58/49/47/15 HEX #F38E32 HEX #F1B729 HEX #007157 HEX #6D6E71 RGB 206/198/171 RGB 71/183/160 RGB 79/165/191 CMYK 20/17/34/0 CMYK 68/3/46/0 CMYK 67/19/19/0 HEX #CBC5AC HEX #47B7A0 HEX #4FA5BF Tertiary Colors 11
DISA brand Guidelines Typography Typography is one of the key visual elements of the DISA brand. Our identity system includes various typefaces with differing weights. By combining the selected fonts, a visual hierarchy can be established throughout communications making content easier to read. Headlines Roboto Condensed Zz 0123456789 Subheads Roboto Condensed Zz 0123456789 Body Copy Calibri (Regular) Zz 0123456789 Use this font sparingly to call attention to a subgroup of text. This is the main font to be used for all client facing materials, including print and online documents. Calibri (Bold) Zz 0123456789 PowerPoint Roboto Condensed Zz 0123456789 Online Roboto Condensed Zz 0123456789 This is the main font to be used in PowerPoint presentations. Roboto Condensed This is the main font to be used in our website and web applicatrions. Download Here: https://fonts.google.com/specimen/Roboto Condensed?que- Back-up Fonts ry roboto Please use these fonts if above fonts are not available in your system. 12 Helvetica Zz 0123456789 Verdana Zz 0123456789
DISA brand Guidelines Our Image Style Imagery Usage Appropriate DISA imagery is vibrant and dynamic. Images of people directly facing forward should not be used in materials with executive headshots being the only exception. Always strive for diversity in ethnicity, age, and content. Please Contact marketing for help-seeking images for use in materials. YOU CANNOT LEGALLY USE UNLICENSED IMAGES OFF OF GOOGLE! 13
DISA brand Guidelines Our Image Style Incorret Imagery Usage 1 3 D0 not use: 1. clipart 2. fade images 3. dark images 4. stretched images 2 4 Please Contact marketing for help-seeking images for use in materials. YOU CANNOT LEGALLY USE UNLICENSED IMAGES OFF OF GOOGLE! 14
DISA brand Guidelines Brand Assets Letterhead Heading Specifications Instructions for properly formatting headings and single page communications. DISA Health & Safety Center 110 Preston Street Pleasanton, Texas 78064 10900 Corporate Center Dr., Ste. 250 Houston, Texas 77067 Phone: 281-673-2400 Backgrounds Department 110 Preston Street Pleasanton, Texas 78064 DISA Global Solutions 10900 Corporate Center Dr., Ste. 250 Houston, Texas 77041 Phone: 281-673-2400 Headings include: the logo with appropriate white space a division bar that is centered between the logo and return address and then moved two spaces to the left a return address The return address should be centered horizontally with the logo. Do’s & Don’ts Do save a working version to your desktop 15 Don’t make changes to letterhead template
DISA brand Guidelines Brand Assets PowerPoint Presentatios Here is a sample of the power point presentation template to be used for all external presentations. 16
DISA brand Guidelines Brand Importance Why is brand consistency important for DISA? Should I Involve Marketing? (All client facing materials MUST go through Marketing!) A clear, uniform brand builds trust and value. Are you including the DISA logo? Maintaining a single image throughout our company portrays a clear line of communication between individual departments and the company as a whole. Our brand is the sum of everything we do. YES Messages we may be sending when we do not adhere to guidelines or maintain consistency throughout the organization. - slopiness/that we don’t care about details when details are an extremely important aspect of the services we provide NO Will this be viewed externally? YES NO Contact the marketing department! - lack of professionalism and/or inability to handle private information (Can we be trusted with sensitive information like social security numbers?) a sense of confusion especially during or following an acquisition 17 If you see something that is being distributed that does not adhere to our branding guidelines, please notify Thomas Hafner, AVP, Marketing and Communications, at Thomas.Hafner@disa.com
DISA brand Guidelines Welcome Welcome to the DISA brand guideline We have created this document as a guide and inspiration for anyone who is commissioning, writing, designing, or producing DISA branded communication. This document contains a summary of the thinking behind our brand, an overview of our creative style, and an explanation of the
2.1.1 DISA UC Services High-level Process The DISA UC services process ensures that UC service requests are captured validated and fulfill. DISA will work with the requestor to efficiently and expeditiously deliver and verify UC services. Error! Reference source not found.The following is a graphical depiction of the
brand foundation. brand application. 1.1 the meaning of a brand 04 1.2 brand promise 05 1.3 brand pillars 06 1.4 brand character 11 1.5 centering idea 12 1.6 brand (ethos) declaration 13 4.0. contact. contact 55. 2.0. brand elements. 2.1 logo explaination 15 2.2 logo 16 2.3 brand voice 26 .
Strategic Brand Management Exeter MBA and MSc –Day 2 Brand Strategy Jack Buckner Aaker’s Brand Identity System BRAND IMAGE How the brand is now perceived BRAND IDENTITY How strategists want the brand to be perceived BRAND POSITION The part of the brand identity and value pro
brand equity, brand image, brand personality and brand extension. 2. Brand Extension. Brand extension is a marketing strategy in which new products are introduced in relation to a successful brand. Various experts have defined brand extensions differently . though, these definitions look quite similar. Kotler and Armstrong (2002) defined brand
Brand values help to remain true to your brand values and will increase employee engagement. Benefit 2 Brand values make your brand more memorable. Benefit 3 Brand values will create deep emotional connections with your audience. Benefit 4 Brand values will maintain brand authenticity. Benefit 5 Brand values will guide everyone on your team .
brand awareness, brand association, perceived quality and brand loyalty to estimate brand equity [11]. Reference on Aaker, we define brand asset with four dimensions: brand awareness, brand association, perceived quality and brand loyalty. Brand awareness is the ability to consumers or potential consumers to realize relationships between a certain
Pi KAPPA Phi Brand Guidelines pg. 4 section 01: Overview pg. 5 Purpose of Brand Guidelines pg. 6 The Pi Kappa Phi Brand essence pg. 7 The Pi Kappa Phi Brand Positioning pg. 8 Fraternity Master Brand & sub-Brand relationships pg. 9 section 02: Pi Kappa Phi: identity pg. 10 Pi Kappa Phi identity pg. 11 star shield & logotype pg. 12 Multiple Formats pg. 13 Clear space & Minimum space
Consider the task of buying a copy of AI: A Modern Approach from an online bookseller. Suppose there is one buying action for each 10-digit ISBN number, for a total of 10 billion actions. The search algorithm would have to examine the outcome states of all 10 billion actions to find one that satisfies the goal, which is to own a copy of ISBN 0137903952. A sensible planning agent, on the .
