BETTER CARE FOR ANIMALS EVERYWHERE. NAVC
BRAND GUIDEBETTER CARE FOR ANIMALS EVERYWHERE.NAVC.COM
CONNECTIONSCONTENTS1. Messaging.3Brand Promises.4Brand Taglines.5Product Headlines.6KNOWLEDGEINNOVATION2. Basic Elements .7Primary Logo.8Logo Usage.9Colors.10Typography.11Sub-Brand Logos.14Icons.15Lockups.166. Website .247. Usage .27NAVC Brand: Product Titles.28NAVC Terms.29Style Conventions.303. Photography .17SKILLS4. Paper System .19Letterhead.20Envelopes and Business Cards.215. Collateral .22Digital Communications .23DISCOVERYNAVC.COM 2016 Eastern States Veterinary Association, Inc. All rights reserved. NAVC Conference, Expeditions, Institute and VetFolio are trademarks of the NAVC. NAVC is a 501c(3) nonprofit.NAVC Brand Guide May 2016 2
1. MESSAGINGBETTERCARE FORANIMALSEVERYWHERE.NAVC Brand Guide SeptemberMay 2016 20153 3
BRAND MISSION STATEMENT AND PROMISESBRAND MISSIONThe mission statement clearly, succinctly communicates why the NAVCexists. Our mission is the driving force behind everything we do.BRAND PROMISESThe NAVC promises crystallize the commitment that the NAVC makesto the global veterinary community. They touch on attitudes andintentions as well as actions and deliverables. The Promises shouldalways be expressed collectively to communicate the full depth andbreadth of the NAVC’s commitment.The North American Veterinary Community (NAVC)is a nonprofit organization on a mission to provideworld-class continuing professional development forthe global veterinary healthcare community.We promise to harness your passion. This communityhas energy and ideas to spare. The more we share,the better we will be.We promise to listen. We are here to help you feelmore confident, capable and caring every day, notjust to sell you a suite of professional developmentproducts.We promise to expand your horizons as well as ours.We promise to deliver a high quality experience ineverything we do. In person. Online. Everywhere.We promise to do good. We drive advancementinveterinary care not for the accolades, but forthe animals.NAVC Brand Guide May 2016 4
BRAND TAGLINESThe NAVC brand taglines emphasize the community’s coremission of elevating animal care and highlight how thatmission is expressed across all the product offerings.In materials that promote the NAVC as a whole, the brandtaglines should be used for all products in order to create acohesive and mission-focused message.NAVC Dark BlueBETTER CARE FOR ANIMALS EVERYWHERE.NAVC INDUSTRY SERVICES GrayThe taglines are not an integrated part of the NAVC logo,but are none the less an inseparable part of the NAVC visualidentity. The taglines should always be used in Bryant BoldALL CAPS in the designated color for each sub brand, orin white when used on a pattern or solid background. Eachtagline ends with a period.BETTER CARE THROUGH ASSOCIATION.NAVC CONFERENCE Bright BlueBETTER CARE THROUGH COLLABORATION.NAVC INSTITUTE OrangeBETTER CARE THROUGH PRECISION.NAVC ONCAMPUS LavenderBETTER CARE THROUGH COMMITMENT.NAVC Brand Guide May 2016 5
PRODUCT HEADLINESCONFERENCE, INSTITUTE, ONCAMPUSNAVC CONFERENCEProduct headlines convey the action and experience associatedwith each offering. The audience should be addressed personally.Concerete benefits of participation should be clearly outlined to inspirereaders to engage with the product.Come together at the first learning event to unite the globalveterinary community.Share ideas, sharpen your skills and shape the future ofanimal care.NAVC INSTITUTEMaster today’s most cutting-edge techniques throughtotal immersion skills training.Discover the power of hands-on learning.NAVC ONCAMPUSBuild the foundation for a rewarding future in the veterinaryfield.Explore your passion, expand your knowledge and startbuilding your network now.NAVC Brand Guide May 2016 6
2. BASIC ELEMENTSBETTERCARE FORANIMALSEVERYWHERE.NAVC Brand Guide SeptemberMay 2016 20157 7
PRIMARY LOGOThe North American Veterinary Community (NAVC) logo is the graphicrepresentation of the company and displays the NAVC name in adistinctive and proprietary form. Please note, no component of thelogo should be changed or amended under any circumstances. Anymodification, either scaling in the size or use of the logo, should alwaysbe made to the logo as a whole.FULL COLOR LOGOThe logo should always be used, if possible in the full color versionwith a white background or in solid white on a patterned or photobackground. See following page for usage details.FULL COLOR LOGOONE-COLOR LOGODark BluePantone: PMS 2748 CProcess: C 100, M 95, Y 2, K 10RGB: R 14, G 34, B 84HTML: #003366Black100% Process BlackBright BlueONE-COLOR LOGOPantone: PMS 299CProcess: 86, 8, 0, 0RGB: 0, 170, 231HTML: #00a9e7OrangePantone: PMS 151CProcess: 0, 60, 100, 0RGB: 245, 130, 32HTML: #f5821fNAVC Brand Guide May 2016 8
NAVC LOGO USAGELOGO MINIMUM SIZEHOW TO USE ON A PATTERNED OR PHOTO BACKGROUNDAlthough the logo can be reproduced in a avriety of sizes, do notreduce the logo more than 1-inch in width. Doing so will compromiseits legibility and reproduction quality.On a patterned or photo background, the logo should only be used inknocked out solid white.LOGO CLEAR SPACE XXXXMaintaining a clear surrounding area ensures that the logo isn’tcrowded by other textual information. The minimum acceptable‘clear zone’ (x) is shown in the example below.Please keep other text outside of the defined area.xxxxNAVC Brand Guide May 2016 9
COLORSThe color palette has been selected to provide some continuity with theprevious brand standards, only brighter and with a broader palette fromwhich to choose.PRIMARY COLORSThe primary colors are to be used throughout most communications,one exception being conference themes. These are the go-to colors forthe NAVC brand and it is recommended they be used together to adddepth and interest.The purpose of the secondary colors is to highlight particular words orvisuals, such as website links or brochure headlines, and to indicate thatcontent relates to a specific sub brand. Four of the secondary colorshave been assigned to individual sub brands for easy recognition.Conference: Bright BlueInstitute: OrangeIndustry Services: GrayOnCampus: LavenderDark BluePantone: PMS 2748CProcess: 100, 95, 2, 10RGB: 14, 34, 84HTML: #003366Bright BluePantone: PMS 299CProcess: 86, 8, 0, 0RGB: 0, 170, 231HTML: #00a9e7SECONDARY COLORSLavenderPantone: PMS 528CProcess: 35, 58, 0, 0RGB: 168, 123, 182HTML: #a87bb6OrangePantone: PMS 151CProcess: 0, 60, 100, 0RGB: 245, 130, 32HTML: #f5821fGrayPantone: Cool Gray 10 CProcess: 60, 51, 51, 20RGB: 102, 103, 102HTML: #656666PinkPantone: PMS 223CProcess: 1, 60, 0, 0RGB: 239, 134, 182HTML: #ee86b6YellowPantone: PMS 109CProcess: 0, 9, 100, 0RGB: 255, 223, 0HTML: #ffdf00Light GrayPantone: PMS 421CProcess: 32, 25, 26, 0RGB: 177, 177, 177HTML: #b0b1b0NAVC Brand Guide May 2016 10
TYPOGRAPHYPRINT TYPOGRAPHYBryant is the primary company font, and is meant to be used forheadlines and other prominent copy in most applications. Examples:web ads, poster copy, collateral materials, brochures. Its wide, openletter forms and rounded corners communicate in a friendly, invitingand modern way.The preferred weight and style for headlines is Bryant Bold.Bryant BoldAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm NnOo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789Bryant MediumAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm NnOo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789Bryant RegularAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm NnOo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789Bryant LightAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm NnOo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789NAVC Brand Guide May 2016 11
TYPOGRAPHYPRINT TYPOGRAPHYAvenir is the secondary company font, to be used in all body copy.The preferred color for the body font is a very dark gray (85% black).For colored soild or patterened backgrounds, white type is the bestchoice.Sanchez is the company’s accent font, to be used for subheadlines,pull-quotes, bylines, and other type blocks to add personality andinterest. Use sparingly to highlight short pieces of text.Avenir LightAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn OoPp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789Avenir BookAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn OoPp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789Avenir MediumAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn OoPp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789Avenir HeavyAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm NnOo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789Avenir BlackAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm NnOo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789Sanchez RegularAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll MmNn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789NAVC Brand Guide May 2016 12
TYPOGRAPHYWEB TYPOGRAPHYRaleway bold will be used for any Title or Navigation Headings andRaleway Regular will be used for copy on the website.Raleway BoldAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll MmNn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789Raleway RegularAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll MmNn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789NAVC Brand Guide May 2016 13
SUB BRAND LOGOSThe NAVC sub brand logos are an integral part of the NAVC visualidentity and follow the guidelines applied to the primary NAVClogo. All sub-logos always incorporate the line “The North AmericanVeterinary Community” which indicates its identity as part of NAVC.CONFERENCEINDUSTRY SERVICESINSTITUTEONCAMPUSINDUSTRY SERVICESINDUSTRY SERVICESNAVC Brand Guide May 2016 14
ICONSBecause The NAVC offers so many different benefits, the icon setprovides a quick way for the audience to identify what benefits they willget out of each NAVC offering.Smaller selections of icons have been assigned to each of the subbrands and should be used accordingly.The icons should always be used in one color (as designated here) orwhite and should always appear in the same order.The full set of 5 icons should always be used for general NAVCbranded materials.GENERAL NAVC BRAND Dark BlueCONNECTIONSKNOWLEDGECONFERENCE Bright TRY SERVICES GrayINNOVATIONINSTITUTE SKNOWLEDGEINNOVATIONSKILLSDISCOVERYONCAMPUS LavenderDISCOVERYCONNECTIONSKNOWLEDGESKILLSNAVC Brand Guide May 2016 15
LOCKUPSFor quick application of all three major visual identity elements (logo,tagline, and identity), ready-made lockups have been created. Theseelements can also be used individually or combined in other ways.GENERAL NAVC BRANDCONFERENCEINDUSTRY SERVICESINDUSTRY SERVICESBETTER CARE FOR ANIMALS EVERYWHERE.BETTER CARE THROUGH R CARE THROUGH SCOVERYDISCOVERYINSTITUTEONCAMPUSBETTER CARE THROUGH PRECISION.KNOWLEDGESKILLSDISCOVERYBETTER CARE THROUGH COMMITMENT.CONNECTIONSKNOWLEDGESKILLSNAVC Brand Guide May 2016 16
3. PHOTOGRAPHYBETTERCARE FORANIMALSEVERYWHERE.NAVC Brand Guide SeptemberMay 2016 201517 17
PHOTOGRAPHYNAVC photography should show veterinary professionals, pet ownersand livestock owners interacting with animals in real environments—thehome, the veterinary practice, the farm, etc. When possible, photosshould be cropped in close to the subject for drama. When possibleanimals should be photographed in their natural environments as well. Avoid: White backgrounds, snapshots, people with their backs toward the camera. X XNAVC Brand Guide May 2015 18
4. PAPER SYSTEMBETTERCARE FORANIMALSEVERYWHERE.NAVC Brand Guide SeptemberMay 2016 201519 19
LETTERHEADLetterhead templates are branded for the NAVC organization asa whole, as well as for each product. The organizational templateshowcases all the brand elements, including all available patterns andcolors, as well as all the brand icons, and the overall brand tagline,“Better Care For Animals Everywhere.” Each sub-brand templateutilizes only the color and icons associated with that brand.SUB BRANDSCONFERENCEINDUSTRY SERVICESINSTITUTEONCAMPUSOVERALL BRANDNAVC Brand Guide May 2016 20
ENVELOPES AND BUSINESS CARDEnvelopes will be available in catalog size, #10 standard window andstandard letter. The tagline is printed on each envelope to providerecipients with immediate exposure to the NAVC message.BRANDED ENVELOPEBusiness cards will be available for all NAVC employees. Allcards will include employee name, title, phone numbers, emailaddress, headquarters address and website url.BRANDED BUSINESS CARDFRONTSummer GrazianoSenior Marketing DirectorT: 1.352.244.3715F: 1.352.336.6827SGraziano@NAVC.com5003 SW 41st Blvd.Gainesville, FL 32608NAVC.comBACKBETTERCARE FORANIMALSEVERYWHERE.BETTER CARE FOR ANIMALS COVERYNAVC Brand Guide May 2016 21
5. COLLATERALBETTERCARE FORANIMALSEVERYWHERE.NAVC Brand Guide September 2015 22
DIGITAL COMMUNICATIONSThe digital communications convey the NAVC brand in a clean anduncluttered fashion. For eCommunications, the logo, social mediaicons and online viewing link will appear as a standard header forall NAVC emails. Below the header, graphic banners are to be usedto denote the type of mailing (Connect2Care: Industry Partners,Connect2Care, Flash, Institute, Conference, etc).HEADERBODYThe inline body styling of the email will include the following:TitlesRoboto Slab, Airal, Helvetica, Sans-serif #0099FF (Bright Blue)CopyRoboto, Arial, Helvetica, Sans-serif #414042 (Dark Gray)Call Out BoxesBackground: #003366 (Dark blue) or #0099FF (Bright Blue)Copy: #FFFFFF (White)Horizontal Rule Separators1 px #e1e1e1 (Light Gray)GRAPHIC BANNERSAccent Color (Optional)#FF9933 (Orange)EMAIL SIGNATURESIn addition to the logo and contact information, email signatures carryadditional text lines for promoting timely messages.NAVC Brand Guide May 2016 23
6. WEBSITEBETTERCARE FORANIMALSEVERYWHERE.NAVC Brand Guide SeptemberMay 2016 201524 24
WEBSITEThe new NAVC.com brings all the elements of the NAVC brand to lifein one vibrant, dynamic, and easy-to-navigate interface.HOMEPAGEThe homepage design is clean, professional and uncluttered, withpatterns and brand colors used as visual accents. The slider shouldfeature prominent brand messaging and beautiful images that conveythe warmth and passion of the audience. A news ticker links tobreaking stories and updates. Large colorful portals represent each ofthe key products with engaging imagery and language (visitors mayalso access this information via the global nav). A NAVC sponsor barfeatures partner logos, which should always be used in 30% gray.NAVC Brand Guide May 2016 25
WEBSITESecondary product pages reinforce the product sub-brand,utilizing the appropriate color for the navigation tab, footerbar, and feature boxes. The carousel features engagingimagery along with strong, action-oriented messages toconvey the experience and excitement of the product.SECONDARY PAGETERTIARY PAGENAVC Brand Guide May 2016 26
7. USAGEBETTERCARE FORANIMALSEVERYWHERE.NAVC Brand Guide September 2015 27
NAVC BRAND: PRODUCT TITLESOFFICIAL ASSOCIATION NAME:The North American Veterinary CommunityTHE NAVC INSTITUTEThe NAVC Institute 2017Eastern States Veterinary Association, Inc.Not for Profit 501c(3) associationInstitute 2017 (when used with logo on the page)THE USE OF “THE” AND “AN”Use “the” before NAVC when referring to the brandThe NAVC, the NAVC (capitalize “The” when used at thebeginning of a sentence only) i.e. The NAVC is an association.Become part of the NAVC.Use “the” in the NAVC’s singular products(Community, Conference, Institute)Drop “the” in the NAVC’s plural products (Expeditions)When used as an adjective, “the” can be dropped(i.e. NAVC Institute speaker) but not when using an official title“the NAVC Institute Program”The year immediately follows “Institute”NAVC ONCAMPUSNAVC OnCampus RepresentativesWhen used as an adjective, “the” can be dropped(i.e. NAVC fan, NAVC speaker) but not when using an officialtitle “the NAVC Facebook page, the NAVC website”Use “an” before NAVC when needed, not “a.”(i.e. use “an NAVC fan” instead of “a NAVC fan”)THE NAVC CONFERENCEThe NAVC Conference 2017The North American Veterinary ConferenceDo not refer to the conference as “The NAVC,”but as “The NAVC Conference.”When used as an adjective, “the” can be dropped(i.e. NAVC Conference speaker) but not when using an officialtitle “the NAVC Conference Opening Ceremony”The year immediately follows Conference.NAVC Brand Guide May 2016 28
NAVC TERMSANIMALSFood Animal (capitalize)Exotics (capitalize)Equine (capitalize)CONTACT INFORMATIONFor business cards and signatures:T: - for telephoneF: - for faxE: - for emailRefer to email is one word with nohyphen. Email Addresses should beformatted as for-profitRACE-approvedDOCUMENTSCertificate of AttendanceRecord of ParticipationEDUCATIONAL OFFERINGSBehind the Scenes ToursEvening SessionsHands-on LaboratoriesHospital Design (4-Day Workshop)MasterclassesMeet the Professor LuncheonsThe Next Level SeriesState of the Art LectureEVENTSAlumni ReceptionsBehind the Scenes ToursInternational Delegate ReceptionOpening Ceremony Featuring (name)President’s ReceptionGeneral Session Featuring (name)Technician Networking EventThe Purina Pro Plan PerformanceTeam DemonstrationORGANIZATIONSHello-Florida!PEOPLE / TITLESCosponsorDo not use “customer,” but “client”NAVC SponsorsModeratorNAVC Conference XXXX (Year) Speakerof the YearNAVC Education PartnersNAVC International ScholarNAVC OnCampus StudentRepresentativeNAVC Program ChairPractice ManagerReceptionistSupport StaffSpeakerVet Tech Connections Facebook PageVetFolio Founding Sponsors, VetFolioSponsors, VetFolio Gold orSilver SponsorsVeterinarian, cannot be shortened to VetVeterinary Technician, cannot beshortened to Vet TechVeterinary StudentVeterinary Technician StudentVIPsDon’t capitalize titles in conversationalmarketing text/content. “Allmembers of the healthcareteam can access VetFolio forone low subscription:veterinarians, veterinarytechnicians, practice managers,etc.”PLACESThe NAVC DeliNAVC VetFolio Cyber Café(s)NAVC Shuttle ServiceNAVTA Technicians LoungeInformation DeskRegistration DeskNAVC Exhibit HallsOverflow Parking LotKiddieCorp Children’s ProgramZoetis Zen Lounge for TechniciansPROCESSESCheck in or check-in desk (use hyphen ifused as an adjective/compoundmodifier)Check outFollow up or follow-up call (use hyphen ifused as an epaymentYear-round (use hyphen if used as anadjective/compound modifier)NAVC OnCampus Presents!NAVC GearNAVC PrimeTimeNew Product GalleryThe NAVC Passport ProgramThe NAVC ExperienceIGNITE! (always all caps)PROMOTIONS / SPONSORSHIPDaily Prize Giveaway Contest,Daily Prize GiveawaysBayer Central ParkThe Bayer ExperienceThe NAVC Passport ProgramPassport Grand PrizeNovartis FinaleNovartis Fun RunVirbac Presents: PUBLICATIONSEarly Registration Brochure - WE DONOT USE “Early Bird” anymorePreliminary Program GuideOffici
NAVC Brand Guide May 2016 8 FULL COLOR LOGO ONE-COLOR LOGO PRIMARY LOGO The North American Veterinary Community (NAVC) logo is the graphic repr
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