Hillary for America - 2016 Campaign Identity Guidelines

Hillary for America
2016 campaign
identity guidelines

Hillary Clinton Identity guidelines 2016 Presidential campaign
Welcome
to 2016

Hillary Clinton Identity guidelines 2016 Presidential campaign Contents
Visual
language
1 Introduction
4 Core symbol
6 Clear space
8 Color
10 Logo in color
12 Logo in greyscale
and one-color
13 Expanded palette
14 Official typeface
18 Display versus Text usage
20 Typesetting Display and Text
22 Supporting typeface
23 System fonts
24 Primary logotype
26 Integrated messaging
28 Messaging configurations +
minimum size
29 Speaking with the symbol
32 Logotype don’ts
34 Arrow as graphic device
35 Arrow don’ts
36 Applying the arrow
Promote
co-creation
Putting it
all together
40 Creating your symbol
42 How it’s made
44 Symbols made by groups
46 Symbols representing events
or holidays
48 Co-creation don’ts
50 Sample interpretations
56 Applications
72 Contact

Hillary Clinton Identity guidelines 2016 Presidential campaign 1
Introduction
These guidelines outline the
core visual assets of the 2016
Hillary Clinton campaign
identity. They offer direction,
both general and specific,
regarding the handling and
reproduction of various
graphic devices—including
but not limited to logos, color,
and typography.
This document should be
closely followed by anyone
creating materials related to
the campaign and should be
distributed accordingly.

Hillary Clinton Identity guidelines 2 2016 Presidential campaign
3
Visual
language

Hillary Clinton Identity guidelines 4 2016 Presidential campaign
5
Core
symbol
At its core, our symbol represents
the strength of the candidate
and her dedication to ensuring a
better future for America.
The symbol is based on a
perfect nine-square grid.
The middle squares are
removed from the top and
bottom row, revealing the
H letterform.
The arrow is formed by
inserting a 45° arrowhead
that reaches the top and
bottom of the H, adopting
the crossbar as a tail.
The symbol should never
be recreated or altered
from its original artwork.

Hillary Clinton Identity guidelines 6 2016 Presidential campaign
7
Clear
space
The dimensions of the
arrowhead dictate the
margins of the clear space.
Keep this space clear from
other graphic elements.
Social media icons are
one example where the
minimum clear space
should be applied.
The arrowhead should
touch the right edge of the
frame, creating a margin
around the top. left, and
bottom of the symbol.
Acceptable clear space
Minimum clear space

Hillary Clinton Identity guidelines 8 2016 Presidential campaign
9
Primary
colors
A simple palette of two blues,
red, and black create the
foundation of our brand.
Dark blue
Light blue
Red
Black
PMS: 2935 C / U
HEX: #0057B8
R: 0
G: 80
B: 160
C: 100
M: 60
Y: 0
K: 10
PMS:
HEX:
2995 C / U
#00A9E0
R: 0
G: 169
B: 224
C: 85
M: 1
Y: 0
K: 0
PMS:
HEX:
185 C / U
#E4002B
R: 228
G: 0
B: 43
C: 0
M: 100
Y: 100
K: 0
PMS: Black C / U
HEX: #000000
R: 0
G: 0
B: 0
C: 5
M: 5
Y: 0
K: 100

Hillary Clinton Identity guidelines 10 2016 Presidential campaign
11
Logo in
color
The core mark can be
rendered in two-color
variations as shown below.
If the symbol requires a
solid background, dark blue
is recommended.
Dark blue H,
light blue arrow.
White H,
light blue arrow.
Dark blue H,
red arrow.
White H,
red arrow.

Hillary Clinton Identity guidelines 12 2016 Presidential campaign
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Logo in
greyscale and
one-color
Only when absolutely necessary,
the mark can appear in
greyscale and/or one-color.
Expanded
palette
In special cases, additional
colors may be applied to
the symbol.
PMS: Black HEX: #000000
R: 0 G: 0 B: 0 C: 0 M: 0 Y: 0 K: 100
PMS: Black 70% tint HEX: #6E6E6E
R: 110 G: 110 B: 110 C: 0 M: 0 Y: 0 K: 70
Color variations won’t be
limited to a set palette.
The examples shown to
the right are acceptable
combinations.
PMS: 2597
HEX: #5C068C
R: 92 G: 6 B: 140 C: 80 M: 99 Y: 0 K: 0
PMS: 248
HEX: #E4002B
R: 165 G: 24 B: 144 C: 42 M: 100 Y: 0 K: 0
PMS: 2935 HEX: #0057B8
R: 0 G: 80 B: 160 C: 100 M: 60 Y: 0 K: 10
When choosing colors,
it’s important to create
a noticeable contrast
between the H and arrow,
but not to the point where
it separates the figureground
relationship.
PMS: 1807
HEX: #A4343A
R: 164 G: 52 B: 58 C: 10 M: 93 Y: 71 K: 33
It’s recommended to use
two colors within the same
hue family.
PMS: 185
HEX: #E4002B
R: 228 G: 0 B: 43 C: 0 M: 100 Y: 100 K: 0
PMS: 2995
HEX: #00A9E0
R: 0 G: 169 B: 224 C: 85 M: 1 Y: 0 K: 0
PMS: 7731 HEX: #228848
R: 34 G: 136 B: 72 C: 79 M: 0 Y: 89 K: 22
PMS: 339 HEX: #00B388
R: 0 G: 179 B: 136 C: 84 M: 0 Y: 59 K: 0
PMS: 185
HEX: #E4002B
R: 228 G: 0 B: 43 C: 0 M: 100 Y: 100 K: 0
PMS: 1655
HEX: #FC4C02
R: 252 G: 76 B: 2 C: 0 M: 73 Y: 98 K: 0
PMS: 137
HEX: #FFA300
R: 255 G: 163 B: 0 C: 0 M: 41 Y: 100 K: 0

Hillary Clinton Identity guidelines 14 2016 Presidential campaign
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Official
typeface
A proprietary typeface
has been designed for this
campaign—it is called Unity.
Unity comes in four
weights—two display and
two text.
This typeface is proprietary
to the campaign and
should only be used for
related materials. The font
license and agreement
can be obtained from the
campaign’s legal team.
Unity Display Bold
ABCDEFGHIJKLMNOP
QRSTUVWXYZ
abcdefghijklmnop
qrstuvwxyz
1234567890.!@#$&?
Unity was designed by
Lucas Sharp.
Unity Display Roman
ABCDEFGHIJKLMNOP
QRSTUVWXYZ
abcdefghijklmnop
qrstuvwxyz
1234567890.!@#$&?
Unity Text Bold
ABCDEFGHIJKLMNOP
QRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890.!@#$&?
Unity Text Roman
ABCDEFGHIJKLMNOP
QRSTUVWXYZ
abcdefghijklmnop
qrstuvwxyz
1234567890.!@#$&?

Hillary Clinton Identity guidelines 16 2016 Presidential campaign 17
Unity is the typographic
voice of this campaign.
The bold weight should
carry the visual identity—
implemented often and
with great confidence.

Hillary Clinton Identity guidelines 18 2016 Presidential campaign
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Display
versus Text
usage
The Display and Text weights
of Unity have been drawn
to accommodate the shift
between large and small type—
please use them accordingly.
Indicates improper usage.
Indicates proper usage.
Unity Display is shown
here in the Bold (top) and
Roman (bottom) weights.
America
Unity Text is shown
here in the Bold (top) and
Roman (bottom) weights.
America
The Display weights should
be used for larger type
sizes, both print and digital,
primarily as headlines.
America
For smaller applications,
both print and digital,
the Text weights should
be used.
America
America
America
America
America

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Typesetting
Display and Text
Treat both classes of type with
the appropriate specifications
and best judgement.
Example text set in
Unity Display Bold.
Size: 80 pt.
Leading: 80 pt
Tracking: 0 pt
Larger
headlines
should be
Example text set in
Unity Text Bold
and Roman.
Size: 17 pt.
Leading: 20 pt
Tracking: 0 pt
Smaller text should have
looser tracking.
Fereceat isquis nus nis
sitatem olorrunt voluptu
reperum es experionet
aut eos doluptam, quatate
quos sapidisquam andae
in ne explita tibusdae sam,
toreicilit as rat aut hil et am
sum quis evelitati derum et
di il ipisciis unt.
set solid.
Ignis ium nos moditasim ad ut
et volore et alignatur sitaeca
epeligent voluptur aborit rem
que sunt apera cus eatem
quam aut ommod everum et
fugiam explibus

Hillary Clinton Identity guidelines 22 2016 Presidential campaign
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Supporting
typeface
Mercury Text is the campaign’s
supporting typeface. It should
only be used for small body
copy in print and web, never to
express the brand voice.
System
font
When Mercury is not available,
Times New Roman may be
used. This should be limited to
internal communications.
Font licenses for Mercury
Text can be found here:
www.typography.com/
fonts/mercury-text/styles/
Mercury Text G1 Semibold
ABC!@#XYZ
abcxyz1234567890
Times New Roman is a
system font and can be
found on both Mac and PC
operating systems.
Times New Roman Bold
ABC!@#XYZ
abcxyz1234567890
Mercury Text G1 Semibold Italic
ABC!@#XYZ
abcxyz1234567890
Times New Roman Italic
ABC!@#XYZ
abcxyz1234567890
Mercury Text G1 Roman
ABC!@#XYZ
abcxyz1234567890
Times New Roman Regular
ABC!@#XYZ
abcxyz1234567890
Mercury Text G1 Italic
ABC!@#XYZ
abcxyz1234567890
Times New Roman Italic
ABC!@#XYZ
abcxyz1234567890

Hillary Clinton Identity guidelines 24 2016 Presidential campaign
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Primary
logotype
The symbol can be paired with
our candidate’s name, election
year, and/or URL to create the
primary logotype.
The most simple version of
the logotype—the symbol
paired with our candidate’s
first name.
An alternate version of the
primary logotype combines
the symbol, first name, and
election year.
When appropriate, the
URL can be integrated into
the logotype.
Here, the URL is set in
Unity Text Roman.
As with the name-only
version, the URL can be
integrated into the logotype
when appropriate.

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Integrated
messaging
The symbol can be used to
explicitly communicate a
message—in this case, “Hillary
for America”.
The color palette can
appear in two variations—
our preference is the top
configuration.
These alternate colors can
be used to accommodate a
dark blue background.

Hillary Clinton Identity guidelines 28 2016 Presidential campaign
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Messaging
configurations +
minimum size
There are two messaging
configurations that can be used—
small and large.
Speaking
with the
symbol
Over time, the symbol will speak
for itself. The diagram below
shows how the symbol alone can
communicate “Hillary for”.
The small configuration
maintains an even
cap-height of the text
inside and outside of
the symbol.
To insert a word, simply
match the cap-height of
the typography to the tail
of the arrow and position
the first uppercase letter
adjacent to (touching) the
point of the arrowhead.
The large configuration
scales the outside text to
match the height of the
arrow’s tail, as seen on the
page 29.
Note: it’s recommended
to maintain a minimum
height of 1" when printing
the symbol including
interior messaging.
1"

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Logotype
don’ts
Please refrain from the
following treatments of the
logotype and its variations.
Don’t distort the artwork
by scaling in one direction
and not the other.
Don’t change the
proportions of the arrow.
Don’t change the position
of the core typography.
Don’t apply outlines to the
symbol or typography
Don’t change the
proportions of the H.
Don’t apply shadow effects.

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Arrow as
graphic device
When appropriate, the arrow
can be used as an independent
graphic device.
Arrow
don’ts
Please avoid the following
modifications to the arrow.
The same proportions of
the arrow should always be
maintained to strengthen
the visual language.
Don’t distort the
arrow.
Don’t use other
colors beyond the
primary palette.
Don’t outline the
arrow.
Don’t create your
own arrow.
The arrow may be pointed
in any direction, but it
should always be rotated in
45° increments.
The arrow should be
rendered in the primary
colors only: dark blue, light
blue, red, or black.
Don’t use the
arrow as an
image frame.
Don’t rotate
the arrow at an
arbitrary angle.

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Applying the
arrow
Hillary & you
Applications of the arrow
could include UI buttons
(left) or directional
wayfinding (right).
Poll
Locations
Download
the
Media Kit

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Promote
co-creation

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Creating
your
symbol
Our brand is designed to be
flexible. While the full symbol is
used to represent our candidate,
we want her supporters to take
ownership and find personal ways
to express their passion.
Limitless number of
photographs, illustrations,
and graphic interpretations
can fill this frame.
Various graphic treatments
of the symbol (top–bottom):
photography, illustration,
vector artwork, still life.
Swimmers
for Hillary
Removing the symbol’s arrow
reveals the core H, a simple
shape that easily acts as a
framing device. This device
can be adopted by individuals
and groups to demonstrate
their unique brand of
support. The core H can also
reflect different holidays or
events throughout the year.
Kids
for Hillary
Pride
for Hillary
Bakers
for Hillary

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How it’s
made
Use the guidelines below to set
typography next to an H symbol.
Like the core symbol
with an arrow, this exact
configuration should always
be maintained with the H.
x
¼ x
The type should align with
the cross bar of the H,
and include a ¼-x margin
separating the symbol.
Example
for Hillary
Decenders of the
top line should
not extend
beyond the capheight
of the
bottom line.

Hillary Clinton Identity guidelines 44 2016 Presidential campaign
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Symbols made
by groups
Puzzlers
for Hillary
New York
for Hillary

Hillary Clinton Identity guidelines 46 2016 Presidential campaign
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Symbols
representing
events
or holidays
Valentine’s
Day
Academy
Awards

Hillary Clinton Identity guidelines 48 2016 Presidential campaign
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Co-creation
don’ts
Please avoid the following
treatments when creating
unique H symbols.
Don’t apply
the symbol
to any brand
typography, most
importantly, the
candidates name.
Don’t use images
with a lot of
white space.
Don’t use solid
colors.
Don’t distort the
proportions in
any way
Don’t apply tight
crops to the
candidates image.
Don’t use
inappropriate
imagery, such as
alcohol.
Don’t use images
with complex
subject matter.
Don’t use overtly
obvious stock
photography—
strive for
authenticity.

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Sample
interpretations
Everyone is encouraged
to create their own
symbol. Eventually, these
personalized core H’s could
populate social media feeds.
Go vote, NYC! #hillary16

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Putting it
all together

Hillary Clinton Identity guidelines 56 2016 Presidential campaign
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Applications
The following pages
demonstrate how the identity
can be executed on a wide
range of applications.
Countless variations are
possible with this identity—
these are places to start.

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Contact
For questions, concerns, or
general inquiries regarding this
document, please contact:
Pentagram
Jesse Reed, designer
reed@pentagram.com

© 2015 Hillary for America
hillaryclinton.com
Version 1.2
9 April, 2015