Brand Standards Guide
Last revised: June 7, 2012
Table of Contents
Introduction
1
Glossary of Terms
2
A Note About Image Resolution
2
The Seeing Eye Logotype
3
Logotype with Tagline
4
Logotype: Minimum Size
5
Logotype: Reserved Area or “Clear Zone”
6
Logotype: Colors
6-7
Logotype with Web Address
8
Logotype: Braille
8
Logotype: Incorrect Use & Examples
9
Business Cards, Envelopes & Letterhead
10
Logotype: Clothing
11
Seeing Eye Puppy Raising Club Logo & Guidelines
12
File Naming
13
Color and File Types
14
Supporting Typography
15
Communication Standards
16-17
Photo Standards
17
The Seeing Eye’s Registered Trademarks
17
Trademark Guidelines
Signature Form
18-19
20
Introduction
In order to preserve and strengthen our identity we have developed this
brand standards guide. This guide will serve to make all Seeing Eye
communications visually consistent and present our organization in the most
effective and positive manner.
The Seeing Eye brand name is a highly valued asset and the logotype is the
cornerstone of our brand identity. It is important to follow specific guidelines
when using The Seeing Eye’s name and reproducing the logotype in all
communications materials including but not limited to brochures, letterhead,
business cards, envelopes, stationery, address labels, signage, advertising and
products. Adherence to these guidelines is each employee’s responsibility.
Questions or comments about this manual should be directed to
[email protected]
1
Glossary of Terms
Dog art: The graphic portion of the logo which depicts the outline of a
German shepherd in harness and the lower half of a person with hand on the
harness.
Logotype/Lock-up: The prescribed arrangement or “lock-up” of the dog art
with The Seeing Eye name.
Negative reproduction: Producing a white or light-colored logotype or
typographic element on a black or dark-colored background. The terms
“reverse”, “knock-out” or “dropout” also refer to negative reproduction,
because it is the background color that is printed, with the type appearing in
the color of the paper stock.
Positive reproduction: The printing of black or a dark-color logotype or
typographic element on a white or a light-colored background.
Reserved area or “clear zone”: The minimum space to be left free or
uncluttered around The Seeing Eye logotype, in order to avoid any other
competing graphic or typographic element.
Supporting typography: The specific typefaces selected for primary use in
The Seeing Eye program.
Tagline: The current tagline is “Independence & Dignity Since 1929”
A Note About Image Resolution
High and low resolution files are available for all versions of the logo.
What does this mean? Images are classified as high or low resolution
based on the pixels per inch in the image. This is often referred to as dots
per inch or dpi. A photo that is 300 dpi or greater is classified as high
resolution. Any file less than 300 dpi is low resolution. The higher the
resolution, the larger the file will be. High resolution photos can be
problematic when attaching them to email so emailed files are typically
low resolution. High resolution files are used for print media because their
high number dpi keeps them from appearing blurry. Low resolution files
are used for web pages and computer presentations (such as PowerPoint).
2
Seeing Eye Logotype
The logotype consists of the dog art with the customized rendition of the
words “The Seeing Eye” in a deliberate size and placement relationship.
This relationship of the dog art to the “The Seeing Eye” name is fixed and
may not be altered. The two authorized “lock-ups” illustrated below are
the only renditions of the logo-type to be used. The dog art is never to
appear alone. Any exceptions must be approved by The Seeing Eye
President on a case by case basis.
The logotype may NOT be printed on clothing made available to the
public (only employee clothing may depict the logo). This includes tshirts, hats and jackets.
Logotype: Horizontal lock-up
The horizontal lock-up is identified by the horizontal or side by side
relationship of the dog art with the name “The Seeing Eye”. This may also
be referred to as the “side-by-side” lock-up.
Logotype: Vertical lock-up
The vertical lock-up is identified by the vertical or top and bottom
relationship of the dog art with the name “The Seeing Eye”. This may also
be referred to as the “stacked” lock-up.
3
Logotype with tagline
A tagline may be used to compliment the logo in a range of marketing and
promotional applications. The tagline serves to reinforce The Seeing Eye
brand and may be used in applications such as advertising, brochures,
banners and other collateral material, in support of Seeing Eye programs
and events.
The use of the tagline is optional. However, it should not be used if it
creates a cluttered appearance or the format for printing (such as
embroidery) would render the text impossible or difficult to read.
Rendition of the tagline in relationship to The Seeing Eye logotype should
strictly conform to the two examples illustrated below.
4
Logotype: Minimum Size
In order to ensure sharp reproduction and clear legibility, the logotype
should not be printed smaller than the minimum sizes indicated below.
Consideration of printing method (e.g., offset, hot stamp, digital printing)
should be taken into account to determine readable small scale
reproduction. The minimum size also applies to other versions of the logo
in this manual.
1” width
Minimum Size
Horizontal Lock-up
2” width
Minimum Size
Horizontal Lock-up with Tagline
1.5” width
Minimum Size
Vertical Lock-up
2.5” width
Minimum Size
Vertical Lock-up with Tagline
5
Logotype: Reserved Area or “Clear Zone”
In order to present The Seeing Eye logotype without competition from other
typographic or design elements, a sufficient reserved area or “clear zone”
has been established. As a rule of thumb, leave at least the equivalent
height of one line of type that renders The Seeing Eye name around all four
sides of the logotype as illustrated below. The reserved area will remain
proportionate to the sizing of the logotype.
Logotype: Colors
Negative Reproduction (see glossary definition)
The Seeing Eye logotype may be presented using negative or reverse
“drop-out” reproduction. The following alternatives are all acceptable:
• White (or a light paper stock) reversed out of Black or Dark Green
• White (or a light grey background) reversed out of any sufficiently dark
color
6
Example of Negative Reproduction
Example of Positive Reproduction
Positive Reproduction: Primary Colors
Two color options are available for positive rendition of the logotype;
Green Pantone 329 C and Black. When possible, green is the preferred
color option, especially on “high exposure” materials. Care should be taken
to provide sufficient contrast from the background color or value to ensure
good contrast and clear legibility.
Green
Pantone 329C
Hexadecimal: 00665b
C: 100 M: 35 Y: 67 K: 23
R: 0 G: 102 B: 91
L: 36 a: -48 b: -5
H: 174⁰ S: 100% B: 40%
Positive Reproduction: Secondary Colors
Three complimentary colors have been selected for use in Seeing Eye
materials. When used in conjunction with the primary colors, they present a
pleasing color palette. The use of primary and secondary colors in marketing
materials and the web site will enhance The Seeing Eye’s brand.
Brown
Pantone Black 2 C
Hexadecimal: 3d3524
C: 59 M: 60 Y: 78 K: 60
R: 61 G: 53 B: 36
L: 23 a: 1 b: 12
H: 41⁰ S: 41% B: 24%
Cream
Pantone 7506 C
Hexadecimal: eedebc
C: 6 M: 11 Y: 28 K: 0
R: 238 G: 222 B: 188
L: 89 a: 2 b: 19
H: 40⁰ S: 21% B: 93%
Light Green
Pantone 5803C
Hexadecimal: cbcfb4
C: 21 M: 11 Y: 31 K: 0
R: 203 G: 207 B: 180
L: 82 a: -5 b: 13
H: 69⁰ S: 13% B: 81%
7
Logotype with Web Address
The following version of the logo with the web address may be
used when it is deemed appropriate. Use minimum size
requirements specified on page 5 for the lock-up with tagline.
Logotype: Braille
When The Seeing Eye logo appears with Braille, the Braille should appear
beneath the lock-up whenever possible. The space between the Braille
lettering and the logo should be equal to the space between the logo
lettering and the dog art. The clear zone will begin beneath the Braille. The
width of the Braille should be equal to the width of the logo, if possible.
The following alternative may be used for clothing only:
8
Logotype: Incorrect Use & Examples
The general guidelines for avoiding incorrect presentation of The Seeing
Eye logotype are:
• Never reproduce the logotype from unauthorized artwork
• No modifications to the artwork, including color specifications, position
and relative size of the elements or “drop shadowing” are permitted
• The transparent logotype should never be presented on a textured or
heavily patterned background. Always give the logo a white background
when presenting it on a busy background.
• Never present the logotype in a geometric shape that may appear to be
part of the signature, or confine it tightly in a band or bar
• Do not present other seals, logotypes or copy in close proximity to the
logotype
Poor contrast
Incorrect lock-ups of dog
art and organization name
AND dog art has been
modified
Heavily patterned background
Logo as part of a headline or other copy
treatment
Unauthorized color treatment
Distorted image
9
Business Cards, Envelopes & Letterhead
The following formats are the only approved formats for these materials.
File templates are available for vendors to use when fulfilling print orders.
Business Cards
The new business card format has room for the addition of a cell phone
number and/or fax number.
Envelopes
Letterhead is available for download as a MS Word document on F.Y.Eye,
the employee intranet.
10
Logotype: Clothing
Specific logo files must be used for clothing and must adhere to the
following guidelines:
• The logo should be printed on solid color clothing with forest green
being the preferred shirt color. Muted patterns are acceptable but the
pattern should not be so busy that the logo is difficult to identify
• The logo in its horizontal lockup is the only acceptable logo to use on
clothing. The logo with tagline should not be used due to difficulty
reading when shown on clothing
• The logo may only be printed or embroidered in black and white. The
positive logo should be used on white and light colored shirts. The
negative logo should be used on black and dark colored shirts
• The logo must be printed over left chest of the shirt
• The logo must be no smaller than 2.5 inches wide
Positive logo printed on a
white shirt
Negative logo printed on
a black shirt
11
Seeing Eye Puppy Raising Club Logo & Guidelines
Seeing Eye Puppy Raising Clubs may use the puppy raising logotype in
printed materials and web sites in order to identify their club as Seeing Eye
affiliated. Logo presentation must include a description of the club’s
relationship to The Seeing Eye, such as “A Seeing Eye Puppy Raising Club”,
if the club’s name does not already include the words “Seeing Eye Puppy
Raising Club” or if the club name is not presented in close proximity to the
logo.
Each time the logo is used by a puppy raising club, the materials must be
pre-approved by The Seeing Eye. When the logo is used on a web site, the
graphic must be linked to The Seeing Eye’s web page, www.SeeingEye.org
A note about trademark
The puppy raising logo is not currently a registered trademark. Until it is,
we must use the service mark and trademark symbols to protect our
ownership of The Seeing Eye Puppy Raising logo. This appears as a
superscripted SM or service mark and TM or trademark that should always
appear with The Seeing Eye’s puppy raising program logo.
Do I use the SM or the TM? As a general rule, the trademark, appearing as
a superscripted TM, is used when the logo appears on a product or good,
such as clothing or promotional materials. The service mark, appearing as
a superscripted SM, is used when the logo appears on written materials,
web sites or other sources that identify us for our services.
12
File Naming
Artwork files for all Seeing Eye logos detailed in these guidelines use a
specific naming convention shown on this page. This will allow users to
quickly identify and organize all the necessary artwork files.
TSE – V – 329 C –
The Seeing
Eye Official
Logo
T . eps
Logo
Layout
Color
Additional
Elements
V
Vertical
329 C
Pantone 329 C
T
tagline
H
Horizontal
CMYK
four color process
translation of 329 C
web
web
address
K
black positive
W329 C
White logo on
pantone 329 C
background
WCMYK
White logo on four
color process
translation of 329 C
background
B
Braille
File Type
WK
White logo on
black background
WRGB
white logo on RGB
translation of 329 C
background
WT
white logo on
transparent
background
13
Color and File Types
Color Modes
CMYK: When printing an image in CMYK, the file is separated into four
primary colors: cyan, magenta, yellow and black. CMYK are simulated
colors and are not pre-mixed. This color printing is less expensive than
using a specific pantone color. Use for regular four color printing jobs such
as magazine ads, postcards, fliers and photographs.
RGB: Stands for Red, Green and Black. Never submit an RGB file for print.
Use for web design and email.
K: Stands for black. Use for a 1 color printing job such as a black and white
newspaper ad.
Pantone Color 329c: Pantone color process is more expensive due to the
labor involved in printing and ink mixing. It should be used to ensure
accurate representation of The Seeing Eye brand primary color. Use for
professional printing such as business cards, letterheads, envelopes,
clothing and merchandise.
File Formats
EPS: this is a vector file used by the majority of professional printers. This
format was designed to create files that could be placed in page layout
applications. This file type is often requested for professional printing jobs.
Design programs that use EPS files are Illustrator, Photoshop, InDesign and
QuarkXpress.
JPEG: this file type is most often the preferred for Microsoft Office
applications, e-mail and web design. Images can be in low or high
resolution (see note about image resolution on page 2).
PDF: This file type is most commonly used to distribute documents online
or through email because it allows readers on different platforms (Mac,
Windows, etc.) to view files as originally intended by the author. PDF files
can be in low or high resolution.
14
Supporting Typography
To have consistency, it is important to have use of a few selected typefaces
as supporting typography.
Calibri has been selected as a primary sans-serif typeface to use as
supporting typography for the organization’s materials. Calibri is
considered the easiest to read typeface for individuals with visual
impairments.
Calibri:
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Times New Roman is an acceptable alternative.
Times New Roman:
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Minimum Font Size
The ideal font size for people with visual impairments is between 16 and
18 point font and these sizes should be used whenever possible. With
the exception of disclaimer and trademark copy, the minimum font size
for text in printed materials is 10 point.
Calibri 10 pt font:
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz
Times New Roman in 10 pt font:
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
For additional recommendations on making your print and online
documents easy to read, please refer to the Lighthouse
International Accessibility Guidelines at the following link:
http://www.lighthouse.org/accessibility/
15
Communication Standards
Etiquette and Language
• Never use the term “the blind”. Instead, use “people first” language
by referring to graduates and students as “people who are blind and
visually impaired”. “Blind person” is an acceptable alternative
• How to capitalize common words and phrases:
• The Seeing Eye: Always capitalize “t” in “The”, even if it
appears in the middle of a sentence
• Seeing Eye® dog: Capitalize Seeing Eye but use lowercase “d” in
dog. Include registered mark as shown
• German shepherd, Labrador retriever, golden retriever: note
use of capitalization and lower case
• Do not abbreviate The Seeing Eye as “TSE” in public
documents or communications
• Never refer to a working guide dog as a “pet”
• When referring to graduates, it is acceptable to say “Seeing
Eye dog owner” but a graduate from another school should be
called referred to as a “guide dog handler”. Do not use the
term “master” in place of “owner”.
• Dogs trained by other schools should be referred to as “guide
dogs”
• Always refer to the downtown training center as the “The
Seeing Eye Jane H. Booker Student Center” in formal
communications and documents
• Always refer to the Manager of Puppy Development’s position
as “The Linda Feinne-Roth Manager of Puppy Development” in
formal communications and documents
• Always refer to the Chair of Canine Genetic’s position as the
“The Jane H. Booker Chair in Canine Genetics” in formal
communications and documents
• Refer to “the breeding station” not “the Chester breeding
station” in formal communications and documents
16
Dog name usage
Dog names should always appear in normal type.
Correct: Buddy
Incorrect: “Buddy”
Incorrect: Buddy
Photo Standards
• When incorporating photos into communications, always use high
resolution photos with materials developed for print distribution. Use
low resolution photos with materials developed for web distribution
• Whenever possible, feature a dog in harness
• When a dog in harness appears with a person, the dog should always
be on the person’s left side
• Boxers, Poodles and long coated German shepherds should not be used
when their appearance might imply that they are prominent in our
breeding program or canine population
• Never show images of ANY puppies or dogs:
• Looking through cage bars
• In a dangerous or stressful situation
• Eating people food
• Sitting on furniture
• Never show images of a dog in harness:
• Getting petted by a person other than their owner or instructor
• Wearing clothes or human accessories
The Seeing Eye’s Registered Trademarks
The following trademarks are registered to The Seeing Eye. Please refer to
pages 17 and 18 of this guide for correct use of the registered symbol:
•
•
United States and Canada
• The Seeing Eye
• Seeing Eye
• The Seeing Eye Guide
United States ONLY
• Pennies for Puppies
• Dollars for Dogs
®
17
Trademark Guidelines
This information is intended as a basic guide concerning use of The Seeing Eye,
Inc.’s trademarks. This is not legal instruction, and adherence to these guidelines
is not a guarantee of legality. Intellectual property laws vary from country to
country and use to use.
Proper trademark usage is critical; otherwise trademark rights may be impaired.
Always use trademarks as adjectives – never nouns. Trademarks should always
be followed by generic terms. For example:
•
•
Correct: Seeing Eye® dogs [or Seeing Eye® services] enhance the
independence of blind people.
Incorrect: Seeing Eye enhances the independence of blind people.
Never pluralize trademarks. When necessary, pluralize the common noun that is
described by the mark. For example:
•
•
Correct: Volunteer to train two Seeing Eye ® dogs.
Incorrect: Volunteer to train two Seeing Eyes.
Trade name versus trademark use: When referring to The Seeing Eye, Inc. as a
corporate entity, you should not use a trademark designation. When using THE
SEEING EYE to refer to a particular product, use the appropriate trademark
symbol. For example:
Trade name use:
• Correct: The Seeing Eye, Inc. is a non-profit organization whose mission is to
enhance the independence of blind people.
• Incorrect: The Seeing Eye, Inc.® is a non-profit organization whose mission is
to enhance the independence of blind people.
Trademark use:
• Correct: The Seeing Eye® instruction for visually impaired individuals.
• Incorrect: The Seeing Eye instruction for visually impaired individuals.
18
Wherever used, each of The Seeing Eye trademarks should be used with the
appropriate symbol (™ or ®) after at least the first and most prominent use in
each document. The symbol must appear in superscript and to the right of each
mark. The ® symbol is for registered trademarks only. Listed on page 17 are The
Seeing Eye’s registered trademarks. The TM and SM symbols are appropriate for
all other trademarks, i.e., trademarks that are the subject of a pending
application before the United States Trademark Office, or common law
trademarks and service marks.
Below is an appropriate notice provision for copyrights and trademarks of The
Seeing Eye, Inc. The notice provision may be shortened by including only the
trademarks that are used on the associated Web pages or collateral material.
Any additional trademarks can be added to the list as appropriate.
© [insert year of first publication] The Seeing Eye, Inc. All Rights Reserved. [LIST
ALL TRADEMARKS THAT APPEAR IN THE PIECE IN ALL CAPS followed by] “are
trademarks and/or registered trademarks of The Seeing Eye, Inc. For example:
© 2010 The Seeing Eye, Inc. All rights reserved. SEEING EYE, THE SEEING EYE,
and THE SEEING EYE GUIDE are trademarks and/or registered trademarks of The
Seeing Eye, Inc.
Unauthorized use of The Seeing Eye's trademarks is strictly prohibited.
Use of a Disclaimer: In the event a third party uses The Seeing Eye trademark in
a discussion or in a non-commercial manner, the following disclaimer should be
used: LIST THE MARK USING ALL CAPS followed by “is a [registered] trademark
of The Seeing Eye, Inc.” For example:
SEEING EYE is a registered trademark of The Seeing Eye, Inc.
Questions concerning trademark use should be directed to:
The Seeing Eye, Inc.
P.O. Box 375
Morristown, NJ 07863
Phone: (973) 539-4425
19