contents · contents introduction 3 ... a hand in building the brand when we stray from our own...

Brand Identity Guide

March 2011

C O N T E N T S

Introduction 3

Attributes of the Brand 4

Brand Architecture 5

The Summit Bechtel Reserve Brand Extension 6

The Summit Bechtel Reserve 7

Primary Logotype 9

Secondary Logotype 10

Application Button 11

Logo Colors 12

Logo Clear Space 16

Logo Restrictions 17

Graphics Usage 19

Apparel 20

Font Usage 21

Graphics Color Usage 22

Stationery Systems 23

Web Standards 26

Secondary Graphic Elements 28

Secondary Graphic Element Restrictions 29

Usage with Non-BSA Logos 30

C O N T E N T S

I N T R O D U C T I O N

W H AT I S A B R A N D ?A brand is a collection of experiences that people have with an organization It’s not just a logo, a tagline, or an

advertisement

A brand is a set of fundamental principles as understood by anyone who comes into contact with an organiza-

tion It is an organization’s “reason for being;” it is how that reason is expressed through the various commu-

nications to its key audiences, including employees and volunteers Built over time, a brand is ultimately what

people expect from an organization A well-crafted brand gives the company or product personality and evokes

emotional and subliminal characteristics that are not necessarily found in the product or organization

All of our communications—from our printed materials and website, to how we answer the phone—should

reflect our brand This means that our brand is never completely under our control However, the physical ex-

pression of the brand is one element we can control in order to promote it This guide was developed to help

convey our brand consistently and recognizably across all printed and electronic communications We all have

a hand in building the brand When we stray from our own brand guidelines, we weaken the brand Everyone

is encouraged to learn our BSA brand guidelines and follow them faithfully

AT T R I B U T E S O F T H E B R A N D

B R A N D P R O M I S EFor people who care about what is happening to youth, Scouting is the fun, exciting program that builds

better young people. The Brand Promise is the position the BSA brand occupies in the minds of our target

audience—youth and families Use this to guide the overall development of your marketing materials

B R A N D V I S I O NMaking Our Country Better

The Brand Vision is our guiding insight into the world It is an articulation of why the BSA exists It is a direc-

tional and aspirational statement, not a tagline to be used in advertisements

B R A N D P E R S O N A L I T YTrustworthy, Adventurous, Patriotic, Faithful

The Brand Personality is the attribution of human traits to the BSA brand as a way to differentiate it from

other youth-serving organizations These traits are found throughout the brand—from its advertising and

communications, to the way its employees represent the brand These are traits to emphasize when looking to

identify the BSA’s unique qualities

B R A N D A R C H I T E C T U R E

CORPORATE BRAND

Boy Scouts of America is the overarching

brand of the organization All other Scouting branded

entities exist under the corporate brand

SUB–BRANDS

They serve distinct segments of our membership,

defined by the age and gender of our members

These interlocking programs should not stand alone,

but exist in a continuum serving young people from 7

to 21 years in age

BRAND EXTENSIONS

They are strategic business units of the BSA and

benefit from a brand identity separately affiliated

with the corporate or core brands There are also

sub-brands that reflect specific program initiatives

and events

T H E S U M M I T B E C H T E L R E S E RV E B R A N D E X T E N S I O N

C O N T E N T S

THE SUMMIT BECHTEL RESERVE BRAND

I N T R O D U C T I O N

T H E S U M M I T B E C H T E L R E S E RV EThe Summit Bechtel Reserve is an exciting Scouting center of achievement, adventure, and innovation that

builds leadership, skills, friends, and memories in boys and girls ages 13-21 and those who care about them

through once-in-a-lifetime experiences, adventures, and learning opportunities

The Summit Bechtel Reserve identity is more than a logo on a piece of paper It is the symbol that will repre-

sent The Summit experience

It is the cohesive element of all the communications that surround The Summit venue From press releases to

signage, from gateway graphics to websites, this guide serves as the single resource for properly communi-

cating The Summit Bechtel Reserve BSA brand extension

“Climb in company, but when you reach a glorious summit with its vast unearth-like outlook, sit down alone apart and think And as you think, drink in the wonderful inspiration of it all When you come down to earth again, you find yourself another man in body mind and spirit ”

LORD BADEN-POWELL ROVERING TO SUCCESS 1922

P R I M A RY L O G O T Y P EFor use on all informal collateral and signage

C O R P O R AT E L O G O T Y P EFor use on formal applications only

A P P L I C AT I O N B U T T O NFor application buttons only.

L O G O C O L O R S

OLIVE

ORANGE

BLACK

WHITE

BLACK

ORANGE WHITE

WHITE

BLACK

ORANGE

ORANGE

WHITE

OLIVE

OLIVE

OLIVE

ORANGE

PMS151 C

PMS581 C

BLACK

PMSBLACK C

OLIVE

OLIVE

BLACK

ORANGE WHITE

WHITE

WHITE

OLIVE

BLACKOLIVE

BLACK

OLIVE

ORANGE WHITE

WHITE

WHITE

OLIVE

ORANGE

BLACK

WHITE

OLIVE

C: 25M: 25Y: 25K: 100

C: 50M: 35Y: 85K: 15

C: 0M: 50Y: 100K: 0

C: 0M: 0Y: 0K: 0

ORANGE

BLACKORANGE

BLACK

ORANGE

OLIVE

BLACKORANGE ORANGE WHITE

WHITE

WHITE

OLIVE

ORANGE

BLACK

WHITE

R: 255G: 255B: 255

R: 126G: 130B: 69

R: 247G: 147B: 30

OLIVE

R: 15G: 10B: 10

C M Y K PA N T O N E R G B

S I N G L E C O L O R

BLACK

BLACK BLACK

BLACK

BLACK BLACK

WHITE

WHITE

BLACK

WHITE

When rendered as a single color, all Summit Bechtel Reserve logos are to be rendered as black only The logos are not to be rendered as olive, orange, gray, or any color whether or not it is within the SBR color palette

R E V E R S A L S

ORANGE

BLACK

WHITE

WHITE

WHITE

ORANGE

WHITEWHITE

WHITE

WHITEORANGE

When reversing the Summit Bechtel Reserve logo, the logo is to be reversed out in white only When reversing the SBR logos, the fleur-de-lis is to be orange

OLIVE

ORANGE

PMS151 C

PMS581 C

BLACK

PMSBLACK C

OLIVE

OLIVE

BLACK

ORANGE WHITE

WHITE

WHITE

OLIVE

BLACKOLIVE

OLIVE

ORANGE

PMS151 C

PMS581 C

BLACK

PMSBLACK C

OLIVE

OLIVE

BLACK

ORANGE WHITE

WHITE

WHITE

OLIVE

BLACKOLIVE

BLACK

OLIVE

ORANGE WHITE

WHITE

WHITE

OLIVE

ORANGE

BLACK

WHITE

OLIVE

C: 25M: 25Y: 25K: 100

C: 50M: 35Y: 85K: 15

C: 0M: 50Y: 100K: 0

C: 0M: 0Y: 0K: 0

ORANGE

BLACKORANGE

BLACK

OLIVE

ORANGE WHITE

WHITE

WHITE

OLIVE

ORANGE

BLACK

WHITE

OLIVE

C: 25M: 25Y: 25K: 100

C: 50M: 35Y: 85K: 15

C: 0M: 50Y: 100K: 0

C: 0M: 0Y: 0K: 0

ORANGE

BLACKORANGE

BLACK

ORANGE

OLIVE


WHITE

WHITE

OLIVE

ORANGE

BLACK

WHITE

R: 255G: 255B: 255

R: 126G: 130B: 69

R: 247G: 147B: 30

OLIVE

R: 15G: 10B: 10

BLACK

ORANGE

OLIVE


WHITE

WHITE

OLIVE

ORANGE

BLACK

WHITE

R: 255G: 255B: 255

R: 126G: 130B: 69

R: 247G: 147B: 30

OLIVE

R: 15G: 10B: 10


L O G O C O L O R S – P M S

OLIVE

ORANGE

PMS151 C

PMS581 C

BLACK

PMSBLACK C

OLIVE

OLIVE

BLACK

ORANGE WHITE

WHITE

WHITE

OLIVE

BLACKOLIVE

BLACK

OLIVE

ORANGE WHITE

WHITE

WHITE

OLIVE

ORANGE

BLACK

WHITE

OLIVE

C: 25M: 25Y: 25K: 100

C: 50M: 35Y: 85K: 15

C: 0M: 50Y: 100K: 0

C: 0M: 0Y: 0K: 0

ORANGE

BLACKORANGE

BLACK

ORANGE

OLIVE


WHITE

WHITE

OLIVE

ORANGE

BLACK

WHITE

R: 255G: 255B: 255

R: 126G: 130B: 69

R: 247G: 147B: 30

OLIVE

R: 15G: 10B: 10


OLIVE

ORANGE

BLACK

WHITE

BLACK

ORANGE WHITE

WHITE

BLACK

ORANGE

ORANGE

WHITE

OLIVE

OLIVE

L O G O C L E A R S PA C E

S

S

S

S

X

X

X

X

X

X

X

X

S - DISTANCE

S - DISTANCE

The standard measurement for determining the

amount of clear space needed is based on the

height of the “S ” Under no circumstances should

any element come within this distance

L O G O R E S T R I C T I O N S

Do Not: Convert the logo to gray scale

Do Not: Change the color of any element

Do Not: Convert the copy to strokes

Do Not: Delete any part of the logo

Do Not: Change porportions of any part of the logo

Do Not: Distort the porportions of the logo in any way

Do Not: Tweak or warp the logoDo Not:

Add a drop shadow to the logoDo Not: Screen or tint the logo

L O G O R E S T R I C T I O N S

Do Not: Convert the logo to gray scale

Do Not: Change the color of any element

Do Not: Convert the copy to strokes

Do Not: Delete any part of the logo

Do Not: Change proportions of any part of the logo

Do Not: Distort the porportions of the logo in any way

Do Not: Tweak, warp, or skew the logoDo Not:

Add a drop shadow to the logoDo Not: Screen or tint the logo

C O N T E N T S

GRAPHICS USAGE

A P PA R E L

F O N T U S A G E

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Unive rs 45 L igh t– Ti t l e Case FOR USE ON ALL BODY COPY, DIRECTIONAL MESSAGES


Un ive rs 65 Bo ld Condensed USED FOR ALL BUILDING MOUNTED IDENTITY, SUBHEADS ON PRINT COLLATERAL

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

Bla i r Med ium FOR USE ON ALL NUMBERS, HEADLINES ON PRINT COLLATERAL













A P P R O V E D F O N T SThe approved fonts to be used in

conjunction with the The Summit logo are

Univers Light and Univers Bold Condensed

Body text should always be Univers light

Secondary text and signage should be

Univers Bold Condensed

G R A P H I C S C O L O R U S A G E

COOL GRAYBLUEOLIVEORANGEWARM GRAY RUST

C: 25M: 25Y: 40K: 0 R: 194G: 181B:155

PMS: WARM GRAY 3C

C: 0M: 50Y: 100K: 0 R: 247G: 147B: 30

PMS: 151 C

C: 50M: 37Y: 85K: 15 R: 125G: 125B: 70

PMS: 5825

C: 30M:65Y: 100K: 27

R: 143G: 86B: 33

PMS: 471

C: 58M:17Y: 0K: 46

R: 59G: 110B: 43

PMS: 5405

C: 5M:0Y: 0K: 60

R: 118G: 126B: 132

PMS: 424

GALVANIZED METALOLIVE PAINT DARK OLIVE PAINT BLUE PAINT

DARK OLIVE

C: 60M: 45Y: 100K: 45 R: 74G: 81B: 32

PMS: 581

ORANGE PAINTVIRGINA LIMESTONE RUSTED METAL

SHERWIN WILLIAMS®

SW No. 6419Saguaro

SHERWIN WILLIAMS®

SW No. 6416Sassy Green

SHERWIN WILLIAMS®

SW No. 6678Curry

SHERWIN WILLIAMS®

SW No. 6516Down Pour

BLACK

C: 25M:25Y: 25K: 100

R: 35G: 30B: 30

PMS: BLACK

BLACK PAINT

SHERWIN WILLIAMS®

SW No. 6994Green Black

COOL GRAYBLUEOLIVEORANGEWARM GRAY RUST

C: 25M: 25Y: 40K: 0 R: 194G: 181B:155

PMS: WARM GRAY 3C

C: 0M: 50Y: 100K: 0 R: 247G: 147B: 30

PMS: 151 C

C: 50M: 37Y: 85K: 15 R: 125G: 125B: 70

PMS: 5825

C: 30M:65Y: 100K: 27

R: 143G: 86B: 33

PMS: 471

C: 58M:17Y: 0K: 46

R: 59G: 110B: 43

PMS: 5405

C: 5M:0Y: 0K: 60

R: 118G: 126B: 132

PMS: 424

GALVANIZED METALOLIVE PAINT DARK OLIVE PAINT BLUE PAINT

DARK OLIVE

C: 60M: 45Y: 100K: 45 R: 74G: 81B: 32

PMS: 581

ORANGE PAINTVIRGINA LIMESTONE RUSTED METAL

SHERWIN WILLIAMS®

SW No. 6419Saguaro

SHERWIN WILLIAMS®

SW No. 6416Sassy Green

SHERWIN WILLIAMS®

SW No. 6678Curry

SHERWIN WILLIAMS®

SW No. 6516Down Pour

BLACK

C: 25M:25Y: 25K: 100

R: 35G: 30B: 30

PMS: BLACK

BLACK PAINT

SHERWIN WILLIAMS®

SW No. 6994Green Black

P R I N T A N D W E B C O L O R S

S I G N A G E M AT E R I A L PA L E T T E

S TAT I O N E RY S Y S T E M : T E X A S

THE SUMMIT BECHTEL FAMILY NATIONAL SCOUT RESERVE

1/2"

BACKSIDE OF SHEET PRINTED ORANGE

1/2"

3/4" 1/4"

1"

Boy Scouts of America1325 West Walnut Hill Lane, Irving, TX 75038 972-580-2500


Robert Mazzuca Chief Scout [email protected]

1 3 2 5 W E S T W A L N U T H I L L L A N E I R V I N G , T E X A S 7 5 0 3 8 9 7 2 - 5 8 0 - 2 5 0 0

1/2" 1/4"

1 1/

2"1/

2"

1 3/

4"1/

4"

1/4"

1/4"

1/8"

1325 West Walnut Hill Lane, Irving, TX 75038 972-580-2500T H E S U M M I T B E C H T E L F A M I L Y N A T I O N A L S C O U T R E S E R V E

1/4"

1/4"

B U S I N E S S C A R D

E N V E L O P E

E – M A I L S I G N A T U R E

L E T T E R H E A D

Robert MazzucaCHIEF SCOUT EXECUTIVE

The Summit Bechtel Reserve1325 WEST WALNUT HILL LANEIRVING, TEXAS 75038 972-580-2500

S TAT I O N E RY S Y S T E M : W E S T V I R G I N I A


1/2"

1/2"

3/4" 1/4"

1"


Boy Scouts of America411 Main St. Mount Hope, West Virginia 25880


Robert Mazzuca Chief Scout [email protected]

1/2" 1/4"

1 1/

2"1/

2"

1 3/

4"1/

4"

1/4"

1/4"

1/8" 4 1 1 M A I N S T.

M O U N T H O P E , W E S T V I R G I N I A 2 5 8 8 03 0 4 - 8 7 7 - 7 9 0 7

411 Main St., Mount Hope, West Virginia 25880 304-877-7907T H E S U M M I T B E C H T E L F A M I L Y N A T I O N A L S C O U T R E S E R V E

1/4"

1/4"

B U S I N E S S C A R D

E N V E L O P E


L E T T E R H E A D


The Summit Bechtel Reserve411 Main St. Mount Hope, West Virginia 25880304-877-7907

S TAT I O N E RY S Y S T E M : E X E C U T I V E


1/2"

1/2"

3/4" 1/4"

1"

ROBERT MAZZUCACHIEF SCOUT EXECUTIVE


Boy Scouts of America411 Main St. Mount Hope, West Virginia 25880


L E T T E R H E A D


The Summit Bechtel Reserve411 Main St. Mount Hope, West Virginia 25880304-877-7907

W E B S TA N D A R D S

H O W I S T H E W E B D I F F E R E N T ?Using color and typography on the web is very different from traditional applications Colors

vary greatly from screen to screen, which limits the amount of colors you can rely on to

reproduce accurately A limited color palette is an effective way to emphasize a brand in a

world overloaded with color

Typography is made up of pixels Typestyles and type sizes that are perfectly legible in print

applications become jagged and difficult to read when rendered in pixels on the Internet

A very simple, bold approach should be used on all Internet applications This will cater to

youth who frequent the web, as well as ensure legibility

The Summit Bechtel Reserve identity on the web is limited to the secondary logotype and the

application button

W E B S TA N D A R D S

A P PA R E L A N D G E A R G R A P H I C S TA N D A R D S

Wo r d M a r kThe”Summit” word mark can be used independent of the “Summit Bechtel Reserve” logo system,

however, it should not be combined with any other graphic elements Distressing and cropping of

this graphic is allowed All apparell and gear to use this graphic in place of the formal logo

S E C O N D A RY G R A P H I C E L E M E N T R E S T R I C T I O N S

Do Not: Rotate any element of the logo independent from the rest of the graphic

Do Not: Change the color of any element independent from the rest of the graphic

Do Not: Alter the baseline alignment

Do Not: Eliminate any part of the graphic

Do Not: Crop the graphic from the top*Cropping from the bottom is acceptable

Do Not: Redistribute or respace any part of the graphic

S E C O N D A RY E L E M E N T S G R A P H I C S S TA N D A R D S

C O O R D I N AT E SThe numeric coordinates for The Summit site have been interpreted graphically as a secondary design

element This element can be used with more flexibility than the actual identity logos

S E C O N D A RY G R A P H I C E L E M E N T R E S T R I C T I O N S

Do Not: Rotate any element of the logo independent from the rest of the graphic

Do Not: Change the color of any element independent from the rest of the graphic

Do Not: Alter the baseline alignment

Do Not: Eliminate any part of the graphic

Do Not: Crop the graphic from the top*Cropping from the bottom is acceptable

Do Not: Redistribute or respace any part of the graphic

U S A G E W I T H N O N - B S A L O G O S

USAGE WITH PARTNER LOGOS

When using partner logos with The Summit

Bechtel Reserve logo, it is important to always

place the Summit logo above any or all partner

logos

No partner logo should ever exceed 75 percent

of the height of The Summit logo

All partner logos must be treated as equals This

will help emphasize The Summit logo as the

primary identity

Grouping of logos to be no wider than The Summit Bechtel Reserve logo.No Non-BSA logo should ever exceed 75 percent of the height of The Summit Bechtel Reserve logo.

The Summit Bechtel Reserve logo should always be placed above a grouping of Non-BSA logos.

The primary logo is the only logo to be used with Non-BSA logos.

Logos should be evenly spaced, aligned horizontally on center.

75 percent of the heightof the Summit Bechtel

Reserve logo

Non-BSALogo: A

Non-BSALogo: C

Non-BSALogo: B

Non-BSALogo: D

contents · contents introduction 3 ... a hand in building the brand when we stray from our own...

Documents