Kentucky Career Center Brand Guidelines - Kentucky Workforce ...

Kentucky Career CenterBrand Guidelines

Kentucky Career Center Identity Guidelines 20112Table of ContentsIntroduction 03Visual Tour 04EnvironmentalPrintPromotionalCollateralBrand Mark 12Master Brand MarkMaster Brand SignatureService Division SignaturesDivision Program SignaturesRegional/Workforce Investment SignaturesCo-BrandingArrow Symbol 24Arrow IconPatternCroppingColor Palette 28Master Brand PaletteDivision PalettesPrint SpecificationsPhotography 31PortraitureEnvironmentTypography 34Primary TypefaceSecondary TypefaceLayout 36Do nots 37Brand MarkPhotographyConfidential. For internal use only.The information contained in this book is confidential and is for internal purposes only. The photographyin this document is used for inspirational purposes only. Licensing and/or permission for their use may nothave been obtained. The images must not be used beyond this document.

Kentucky Career Center Identity Guidelines 20113Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsWhat is our brand story?As a team of experts, we are dedicated to providing Kentucky employers with aqualified, skilled workforce and the people of Kentucky with career, job training andeducational opportunities.With the unique ability to connect employees and employers through the combinedefforts of state and local partners, we will become a valuable, competitive and best-inclassasset in the growth of our regional and national economy.By guiding, empowering and inspiring our customers, we will continue our mission tocreate success stories across the Commonwealth.Our new Brand Identity is a reflection of this mission. Focusing on the ideas ofguidance and growth, it’s bold simplicity will serve as a reflection of who we are andwho we strive to become. Kentucky Career Center is where growth begins..

Kentucky Career Center Workforce Identity Guidelines 20115Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsEnvironmentalPrintPromotionalCollateral

Kentucky Career Center Workforce Identity Guidelines 20116Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsEnvironmentalPrintPromotionalCollateral

Kentucky Career Center Workforce Identity Guidelines 20117Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsEnvironmentalPrintPromotionalCollateralCareer

Kentucky Career Center Workforce Identity Guidelines 20118Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsEnvironmentalPrintPromotionalCollateralEmployerServicesTrainingServicesLorem ipsum dolor sit amet, consectetur adipisicingelit, sed do eiusmod tempor incididunt ut labore etdolore magna aliqua. Ut enim ad minim veniam, quisnostrud exercitation ullamco laboris nisi ut aliquipex ea commodo consequat. Lorem ipsum dolor sitamet, consectetur adipisicing elit, sed do eiusmodWhy Kentucky CareerCenter Works?Lorem ipsum dolor sit amet, consectetur adipisicingelit, sed do eiusmod tempor incididunt ut labore etdolore magna aliqua. Ut enim ad minim veniam, quisnostrud exercitation ullamco laboris nisi ut aliquipex ea commodo consequat.Why Job Seeekers useKentucky Career Center• Duis aute irure dolor in reprehenderit in• Voluptate velit esse cillum dolore eu fugiat nulla• Excepteur sint occaecat cupidatat non proident• Duis aute irure dolor in reprehenderit in• Voluptate velit esse cillum dolore eu fugiat nullaLorem ipsum dolor sit amet, consectetur adipisicingelit, sed do eiusmod tempor incididunt ut labore etdolore magna aliqua. Ut enim ad minim veniam, quistempor incididunt ut labore et dolore magna aliqua.Ut enim ad minim veniam, quis nostrud exercitationullamco laboris nisi ut aliquip ex ea commodoto Job Seekers• Duis aute irure dolor in reprehenderit in• Voluptate velit esse cillum dolore eu fugiat nulla• Excepteur sint occaecat cupidatat non proident• Duis aute irure dolor in reprehenderit in• Voluptate velit esse cillum dolore eu fugiat nullaLorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiut aliquip ex ea commrepremollit.

Kentucky Career Center Workforce Identity Guidelines 20119Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsEnvironmentalPrintPromotionalCollateral

Kentucky Career Center Workforce Identity Guidelines 201110Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsEnvironmentalPrintPromotionalCollateral

Kentucky Career Center Workforce Identity Guidelines 201111Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsEnvironmentalPrintPromotionalCollateralWork Ready CommunitiesDear Community Leader,Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut laboreet dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi utaliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillumdolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa quiAlice SmithCareer AdvisorSed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium,totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dictasunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quiaconsequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est,qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius moditempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem.At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatumdeleniti atque corrupti quos dolores et quas molestias excepturi sint occaecati cupiditate non proviharumquidem rerum facilis est et expedita distinctio. Nam libero tempore, cum soluta nobis esteligendi optio cumque nihil impedit quo minus id quod maxime placeat facere possimus, omnisLincoln Trail+1.502.564.745 6asmith@kcs.com918 North Mulberr yElizabethtown, KY 4270 1debitis aut rerum necessitatibus saepe eveniet ut et voluptates repudiandae sint et molestiae nonrecusandae.Sincerely,Tom WestExecutive DIrectorKentucky Career Center Investment Board918 North Mulberry Elizabethtown, KY 42701

Kentucky Career Center Identity Guidelines 201112Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsMaster Brand MarkMaster Brand SignatureService Division SignaturesDivision Program SignaturesRegional/Workforce Investment SignaturesCo-BrandingMaster Brand MarkRecommended UsageThe Master Brand Mark should be used in instanceswhere the brand as a whole is the primary focus ofbrand communication—not any one particular servicedivision. This mark is the core brand mark in its mostpure, powerful and iconic state, and should be utilizedwhenever there is the need to create simple, strong andimpactful branding. It should also be used in instanceswhere there is limited reproduction capabilities such asembroidery or when reproducing at extremely small sizes.It should be used to make a clear and concise statementof identity. This brand mark version can be used on anynumber of materials such as, but not limited to, signage,environmental executions, promotional materials anddigital media.

Kentucky Career Center Identity Guidelines 201113Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsMaster Brand MarkMaster Brand SignatureService Division SignaturesDivision Program SignaturesRegional/Workforce Investment SignaturesCo-BrandingComponents of the Master Brand MarkThe Kentucky Career Center Master Brand Mark consistsof two elements: the Arrow Symbol and the Logotype.The Logotype always appears with the Arrow Symbol inthe approved size relationships shown throughout thesestandards.A.The position, size, color, spatial and proportionalrelationships of the elements of the mark have beencarefully determined and may not be altered.A. Arrow SymbolThe arrow symbol may be used without the logotypeas a symbol of guidance and growth, integrated withphotography or as part of a pattern.B.B. LogotypeThe logotype is a carefully modified version of the NeoSans typeface. The logotype should never be altered orused without the Arrow Symbol.

Kentucky Career Center Identity Guidelines 201114Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsMaster Brand MarkMaster Brand SignatureService Division SignaturesDivision Program SignaturesRegional/Workforce Investment SignaturesCo-BrandingClear Space and SizingThe consistent and proper use of the Kentucky CareerCenter master brand mark helps to build our brand andincrease our name recognition. As the cornerstone of ourvisual identity, the look and placement of the KentuckyCareer Center mark must be consistent at all times.Otherwise, the brand image could be adversely affectedover time.A. Clear SpaceClear space is the area that surrounds the mark andmaximizes the visual impact of the mark. The clearspace may be white, the natural color of the backgroundmedium, pnotos or a color from the Kentucky WorkSmartpalette. It should be free of any other element includingtext, graphics, borders or other logos. The measurement“1x” represents the height of the arrow symbol and isused as the basis for the clear space requirements in thediagram to the right.A.B.1x1xB. Minimum SizeIn order to maintain readability, minimum sizes have beenestablished. Do not reproduce the Master Brand Mark anysmaller than 3/4” wide.3/4 “

Kentucky Career Center Identity Guidelines 201115Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsMaster Brand MarkMaster Brand SignatureService Division SignaturesDivision Program SignaturesRegional/Workforce Investment SignaturesCo-BrandingColor and ImageryColor provides a quick and powerful means of recognition.For this reason, the two-color mark is the preferredversion. When the two-color mark cannot be used, due toprinting limitations, the one-color mark may be applied.Never reproduce the mark in any way other than asspecified on this page.A. Two-Color MarkThe two-color mark, is always the preferred mark and iscommonly used for corporate communications, stationeryand signage.A. C.The two-color mark placed on a photographThe mark reversed out of a dominant color fieldB. One Color MarkThe one-color mark is used in limited color situations,such as in newsprint, faxes and embroidery. The markcan be used in the approved one-color PMS, in black on awhite or light colored background.B.The one color markThe mark reversed out of a photographC. Placement of Mark on Color or ImageryThe mark may be placed on a color field or over an image.In all cases, there must be sufficient contrast for easylegibility. The mark may be used in two-color, one-color,or reversed to white when placed on a dominant colorfield. When the mark is placed over an image, ensure thatthe image is not busy or distracting.The one color mark (black on white)The one-color mark placed on a photograph

Kentucky Career Center Identity Guidelines 201116Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsMaster Brand MarkMaster Brand SignatureService Division SignaturesDivision Program SignaturesRegional/Workforce Investment SignaturesCo-BrandingThe Master Brand SignatureRecommended UsageSimilar to the Master Brand Mark, the Master BrandSignature should be used in instances where the brandas a whole is the primary focus of brand communication—not any one particular service division. This version of thebrand mark varies in that it creates a brand “signature”that includes all three service area names which helpsto clearly communicate the full proposition and purposeof the brand. It should be used in all instances wherethere is the need to clearly and transparently define toconsumers exactly who the brand is and what it does.This brand mark version can be used on any number ofmaterials such as, but not limited to, business cards, printcollateral, advertising, and promotional materials.

Kentucky Career Center Identity Guidelines 201117Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsMaster Brand MarkMaster Brand SignatureService Division SignaturesDivision Program SignaturesRegional/Workforce Investment SignaturesCo-BrandingThe Master Brand SignatureThe Master Brand Signature has three components, thewordmark and arrow, the same as the Master Brand Mark,but also features the added element of the Divisionsignatures. Just like the Master Brand Mark, the position,size, color, spatial and proportional relationships of theseelements have been carefully determined and may not bealtered.A.1x1xA. Clear SpaceClear space around this mark remains consistent with theMaster Brand Mark.B. Minimum SizeIn order to maintain readability of the Division Signatures,the Master Brand Signature should not be reproducedany smaller than 1”. This is slightly larger than the MasterBrand Mark.B.1“

Kentucky Career Center Identity Guidelines 201118Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsMaster Brand MarkMaster Brand SignatureService Division SignaturesDivision Program SignaturesRegional/Workforce Investment SignaturesCo-BrandingThe Service Division SignaturesIn some cases printed materials, signage, business cards,etc. for the Kentucky Career Center brand will be veryspecific. For this reason Division Signatures have beencreated. As with each of the other signatures all theattributes of this mark have been carefully determinedand may not be altered. Clear space and minimum size ofthese marks are consistent with the Master Brand Markplease reference page 14 of these guidelines.Recommended UsageThe three Service Division Signatures should be usedwhen communication is focused solely on one specificservice area of the brand—career, training or employer.This mark should be reserved for only those particularapplications, and should never be used if the overallcommunication is in reference to the larger KentuckyCareer Center organization or broader all-encompassingoffering. These service specific marks, in combinationwith other service specific visual tools, can workeffectively to create clearly differentiated communicationpieces such as print collateral, advertising, environmentalexecutions, and promotional materials.

Kentucky Career Center Identity Guidelines 201119Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsMaster Brand MarkMaster Brand SignatureService Division SignaturesDivision Program SignaturesRegional/Workforce Investment SignaturesCo-BrandingDivision Signatures Color and ImageryA.The mark reversed out of a dominant color fieldThe mark reversed out of a dominant color fieldBecause the division signatures depend on color toprovide quick division recognition, for this reason thetwo-color mark is always the preferred version. But justas with the Master Brand Mark, there are instances whenthe two-color mark cannot be used and the one-colormark may be applied. Never reproduce the mark in anyway other than as specified on this page.The examples to the right are specific to the CareerDivision Signature, however these usages apply to allthree Division Signatures and their respective divisioncolors.B. The one-color mark whiteGreyscale one-color markThe one-color mark (black on white)A. Two-Color MarkThe two-color mark is used for corporatecommunications, stationery and signage.B. One-Color MarkThe one-color mark is used in limited color situations.The mark can be used in black on a white or light coloredbackground.C. Placement of Mark on Color or ImageryThe mark may be placed on a color field or over an image.In all cases, there must be sufficient contrast for easylegibility. The mark may be used in two-color, one-color,or reversed to white when placed on a dominant colorfield. When the mark is placed over an image, ensure thatthe image is not busy or distracting.C.The two-color mark on Photography One-color mark on Photography Reversed out of Photography

Kentucky Career Center Identity Guidelines 201120Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsMaster Brand MarkMaster Brand SignatureService Division SignaturesDivision Program SignaturesRegional/Workforce Investment SignaturesCo-BrandingThe Division Program SignaturesThere may be situations in which a specific program willneed to be locked up with the Division Signature. For thisreason we have created a Division Program Signature.This mark should be used sparingly and only in specificsituations. Please refer to page 14 in this document forspecifics on how to apply this mark.Recommended UsageThe Division Program Signatures should be used only insituations where it is relevant and necessary to refer toa specific program. This brand mark version can be usedin materials such as, but not limited to, program specificprint collateral. With the goal of creating a new, unifiedand stronger brand, this mark should be used sparingly—the Master Brand Mark and Signature are alwayspreferred. Often, program names can be more effectivelycommunicated on collateral materials as larger headingsthat are separate from the brand mark.Job SeekerTechnical EducationNetworking

Kentucky Career Center Identity Guidelines 201121Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsMaster Brand MarkMaster Brand SignatureService Division SignaturesDivision Program SignaturesRegional/Workforce Investment SignaturesCo-BrandingRegional/Workforce InvestmentSignaturesBecause the Kentucky Career Center program isstatewide, made up of 10 regional and 4 investmentworkforce brand areas, it is sometimes necessary todistinguish the regions and investment workforces usingthe their own Signatures. There are two versions of theRegional/Investment Workforce Signatures, The MasterBrand Mark and the Master Brand SIgnature with theregion or investment workforce name added. To the rightyou will see examples utilizing the Barren River and TheSchool for the Blind in order to demonstrate the correctposition, size, color, spatial and proportional relationships.The regional/investment workforce title varies, howeverthese relationships have been carefully determined andmust not be altered.Master Brand Mark + Regional SignatureBarren RiverMaster Brand Mark + Workforce Investment SignatureMaster Brand Signature + Regional SignatureBarren RiverMaster Brand Signature + Workforce Investment Signature

Kentucky Career Center Identity Guidelines 201122Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsMaster Brand MarkMaster Brand SignatureService Division SignaturesDivision Program SignaturesRegional/Workforce Investment SignaturesCo-BrandingRegional/Workforce InvestmentSignaturesRecommended UsageThe Regional/Workforce Investment Signatures should beused only in situations where it is relevant and necessaryto refer to a specific region or branch. This brand markversion can be used on materials such as, but not limitedto, business cards and exterior building signage. With thegoal of creating a new, unified and stronger brand, thismark should be used sparingly—the Master Brand Markand Signature are always preferred.Regional SignatureBarren RiverWorkforce Investment Signature

Kentucky Career Center Identity Guidelines 201123Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsMaster Brand MarkMaster Brand SignatureService Division SignaturesDivision Program SignaturesRegional/Workforce Investment SignaturesCo-BrandingCo-Branding A. B.Kentucky Career Center is not an exclusive entity. It isan inclusive ally that will build cooperation, collaborationand integration with diverse partners. Therefore thereare occasions when the Kentucky Career Center logowill appear connected with another brand. When this isnecessary the connecting brands logo should appearat the same height as the Kentucky Career Center logo.Depending on the circumstances of the connectioneither partner could appear first. Two orientations ofthese relationships have been developed in order to workwith different applications. Please use the orientationthat works best based on need.A. Partner Brand Priority VerticalB. Kentucky Career Center Priority VerticalC.C. Partner Brand Priority HorizontalD. Kentucky Career Center Priority HorizontalD.

Kentucky Career Center Identity Guidelines 201124Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsArrow IconPatternsCropping DeviceThe Arrow IconThe Kentucky Career Center arrow symbol was designedto be a symbol of forward progress, guidance andgrowth. For this reason, whenever the icon is usedsingularly, it should always face forward. It can be usedas a navigational tool, an iconic symbol or to visualizemovement. The simplicity of the icon allows it to workwell at both small and large sizes.

Kentucky Career Center Identity Guidelines 201125Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsArrow IconPatternsCropping DeviceMaster Brand PatternsBrand patterns are an engaging way to give the identitysystem energy and movement therefore helping tofurther visualize the brand’s core purpose. The MasterBrand Patterns are bold, strong and confident. Theynot only speak to the idea of forward progress but alsoassertive guidence, both key qualities of the KentuckyCareer Center brand.Master Brand Pattern: assertive, straightforward, directionalUsageThe Master Brand Patterns should be used sparingly asthe core Master Brand should allow the brandmark andsingular arrow icon to be the hero and main focus.Divisional Patterns are used more often - they are anecessary and effective way to differentiate eachdivision.Master Brand Pattern variation: forward movement highlighting the divisions

Kentucky Career Center Identity Guidelines 201126Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsArrow IconPatternsCropping DeviceDivision Patterns A.Each division has a signature pattern designed to becomea visual metaphor for their area of expertise.A. CareerUtilizing the Career division’s assigned PMS color thispattern repeats the arrow in a consistent size creating afeeling of confident forward movement and progress.Color on white divisional patternColor on color divisional patternB. TrainingUtilizing the Training division’s assigned PMS color, thispattern repeats the arrow in a series of three consecutivesizes as to visually represent the ideas of knowledgegain, skill set expansion and continuous learning.B.Color on white divisional patternColor on color divisional patternC. EmployerUtilizing the Employer division’s assigned PMS colorthis pattern repeats the arrow at a consistent size in aopposing directions linear movement. This juxtapositionof opposing direction is representative of the employeremployee relationship. The smaller sized arrowsinsinuate precision and sophistication that fits with thisprofessional focused division.C.Color on white divisional patternColor on color divisional pattern

Kentucky Career Center Identity Guidelines 201127Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsArrow IconPatternsCropping DeviceCropping into the ArrowThe arrow can also serve as a dynamic cropping devicefor photography. When utilizing the symbol in this mannerthe photo must be chosen carefully. All photography styleprinciples outlined in the photography section of theguidelines must apply and careful consideration must bemade when selecting the composition. The example onthe right shows an ideal crop. The image should alwaysbe readable and should never be cropped directly over aperson’s facial features.

Kentucky Career Center Identity Guidelines 201131Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsPortraitureEnvironmentsArrow IntegrationPhotographyThe preferred photographic syle for Kentucky CareerCenter materials is honest, straightforward, andapproachable. It employs natural lighting and bright,optimistic settings. It is friendly, unassuming, forwardthinkingand inclusive. It should be focused on the endgoal of where our consumer wants to be and should havethe accompanying emotional tone of satisfaction andconfidence. It should inspire and motivate us, and do thesame for our customer base.PortraiturePeople are at the core of what we do and thus shouldplay a strong role in photography. Kentucky Career Centerportraiture should feature everyday people who appearto have been stopped in a real moment. They shouldbe the focus of the composition, but their environmentshould give a glimpse into who they are. The peopleshould be friendly, approachable and optimistic. Theyshould reflect the benefits of our services and shouldrepresent our customers. They should inspire andmotivate individuals and employers.Each division should be accurately represented andtherefore the people and environments they are in shouldfeel appropriate for the divisional personalities.

Kentucky Career Center Identity Guidelines 201133Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsPortraitureEnvironmentsArrow IntegrationArrow IntegrationThe arrow symbol may be used without the logotype asa symbol of guidance and growth. One way to do this isthrough integration in photography. When integratingthe arrow into photography it is important that therebe sufficient contrast so that the symbol can be clearlydistinguished within the photo composition. The arrowcould serve as a navigation tool, like a point on a mapor an iconic symbol indicating forward movement.The photograph should include people but should notcompete with the arrow symbol to make the overallcomposition too busy.

Kentucky Career Center Identity Guidelines 201134Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsPrimary TypefaceSecondary TypefaceTypographyNeo Sans Pro is the one and only typeface used tocommunicate in materials produced for Kentucky CareerCenter. It is a sans-serif typeface prized for its detail andstrong presence. It is professional, honest, approachableand at the same time, an extremely flexible and highlylegibletypeface.To purchase Neo Sans Pro Volume, contact the fontshopat www.fontshop.com. Only Postscript Type 1 andOpentype formats are acceptable for reproductionpurposes. Truetype and Apple’s dfont formats areunacceptable for reproduction.http://www.fontshop.com/fonts/singles/monotype/neo_sans_pro_light/primary typefaceNeo Sans Pro regularNeo Sans ProNeo Sans Pro lightABCDEFGHIJKLMNOPQRSTUVWXYZÅÃØabecdefghijklmnopqrstuvwxyzåãø0123456789&?!£$Neo Sans Pro mediumABCDEFGHIJKLMNOPQRSTUVWXYZÅÃØabecdefghijklmnopqrstuvwxyzåãø0123456789&?!£$Neo Sans Pro boldABCDEFGHIJKLMNOPQRSTUVWXYZÅÃØabecdefghijklmnopqrstuvwxyzåãø0123456789&?!£$

Kentucky Career Center Identity Guidelines 201135Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsPrimary TypefaceSecondary TypefaceSecondary TypefaceThe use of the secondary typeface, Helvetica, ispermitted in limited situations only. It should never beused as part of the logo.secondary typefaceHelvetica regularHelveticaHelvetica lightABCDEFGHIJKLMNOPQRSTUVWXYZÅÃØabecdefghijklmnopqrstuvwxyzåãø0123456789&?!£$Helvetica boldABCDEFGHIJKLMNOPQRSTUVWXYZÅÃØabecdefghijklmnopqrstuvwxyzåãø0123456789&?!£$

Kentucky Career Center Identity Guidelines 201136Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsLayout and Grid SystemFour-Column Grid-Pamphlet Cover Six-Column Grid-Pamphlet CoverKentucky Career Center materials should be based on asimple even-column grid that gives structure to contentand ensures consistency. The number of columnsin the grid can vary depending on the size of yourcommunications pieces, as long as they are of an evennumber. Vertical formats are encouraged.TrainingServicesCorporateOutlookA 1/2 inch border is standard on all Kentucky CareerCenter print materials. The purpose of the border is tocompensate for digital printing and provide a frame forthe contents of the page layout. A border also lendsa clean, professional tone to Kentucky Career Centermaterials. The border can be adjusted on its insidedimension to compensate for a spread’s interior gutteralong its spine.2012Six-Column Grid-Booklet Spread2012

Kentucky Career Center Identity Guidelines 201137Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsBrand MarkPhotographyKentucky Career Center MarkUnacceptable usesTo preserve the integrity of our Kentucky Career Centermark, never alter the approved configuration, substituteelements, or deviate from the guidelines discussed in thepreceding sections.A. B.To the right are examples of misuses of the KentuckyCareer Center mark.A. Do not change approved colors of the mark.B. Do not reposition elements.C. Do not alter the orientation of the Arrow MarkD. Do not place on background that providesinsufficient contrast.E. Do not enclose in a shape.F. Do not rearrange or resize elementsC. D.E. F.

Kentucky Career Center Identity Guidelines 201138Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsBrand MarkPhotographyKentucky Career Center MarkUnacceptable usesTo preserve the integrity of our Kentucky Career Centermark, never alter the approved configuration, substituteelements, or deviate from the guidelines discussed in thepreceeding sections.To the right are examples of misuses of the KentuckyCareer Center mark.G. Do not alter or retype the wordmark.H. Do not create new marks with the typeface andarrow symbol.I. Do not artificially stretch or condense the mark.J. Do not rotate mark to use verticallyK. Do not use the one-color mark in black when on adominant color field.L. Do not place the reversed-out mark on faces orother potentially awkward areas in photos.G. H.KentuckyCareer CenterI. J.KentuckianaCareer CenterK. L.

Kentucky Career Center Identity Guidelines 201139Introduction Visual Tour Brand Mark Arrow Symbol Color Palette Photography Typography Layout Do NotsBrand MarkPhotographyPhotography: Unacceptable usesThe following are examples of photos that do notrepresent the Kentucky Career Center brand and shouldnot be used in materials that represent the brand.Photography should never be artificial, unnatural,decorative, stereotypical, dated or staged. It should alsoavoid cliched, tired and predictable metaphors.A. Avoid artificial or unnatural backgrounds andlighting. Avoid overposing subjects.B. Avoid stereotypical staged settings.C. Avoid outdated imagery.D. Do not use imagery that has been obviouslyartificially enhanced.E. Avoid ambiguous imagery.F. Do not use amatuer snapshots to represent anyarea of the brand.A. B.C. D.E. F.