minnesota, powered by prosperity...2018/10/25 · talk the same talk, walk the same walk and live...

CareerForce It's your state of success

Minnesota, powered by prosperity

The CareerForce Brand Playbook

TABLE OF CONTENTS

S E C T I O N

Pre-Brand Situation A

System Definition B

Brand Strategy

Living the Brand D

Messaging Matrix E

Brand Architecture F

Identity Standards G

Image System Standards H

C

P R E - B R A N D S I T U AT I O N

The best kept secret

A-01

P R E - B R A N D S I T U A T I O N

Awareness of the workforce system is understandably high with people who’ve navigated it, but extraordinarily low with most Minnesotans.

Many career seekers and employers are confused about the workforce system.

“What’s a WorkForce Center?”

“It’s for people on welfare or unemployment insurance, right?”

“What is DEED?”

“Which website should I use?”

“Where is the front door?”

Through a compelling brand direction, identity, story and plan, we will let the world know that CareerForce is a respected resource for career development and talent recruitment.

It should be on everyone’s minds when it comes to career planning, jobs and a skilled workforce.

A-02

P R E - B R A N D S I T U AT I O N

A-03

Perception, meet reality

Reasons for the lack of awareness include an inconsistent brand, a confusing customer experience and a poor understanding of services. This leaves an inaccurate perception of the workforce system.

In addition, access to career opportunities is hampered by a cumbersome job portal. There are too many clicks, too many questions, too much in the way of getting to the actual opportunity.

The current perception of the workforce system does not reflect the true warmth, compassion and results delivered on a daily basis.

Many who are aware of the Minnesota workforce system do not believe it’s a resource for middle/upper management or the “cream of the crop.” A limiting perception prevails that the system is better suited for people who have no other options.


BRAND TODAY------------+- BRAND TOMORROW

I have to VS. I want to

Drab & dreary VS. Cool & inspiring

Unaware community VS. Engaged community

Reactive VS. Proactive

Decentralized inconsistency VS. Centralized flexibility

Confusing customer experiences VS. Clear customer experience path

Cumbersome processes & systems VS. Streamlined processes & systems

Perception paradigm shift

The time is right for a paradigm shift—make CareerForce a resource people WANT TO access vs. one they HAVE TO.

The following diagram recognizes several areas of opportunity to ensure:

– Satisfying and uplifting customer experiences—online and in centers – Clear and compelling understanding of CareerForce’s purpose and potential – Broader, more accurate perceptions of the talent pipeline/opportunities – Increased awareness, interest and usage

A-04

CareerForceM N .com

Governor's Workforce Development Board

Unemployment Insurance

DEED

Employment and Training

CareerForce Proud Partners

Minnesota State

Federal Government

State of Minnesota

Minnesota Workforce Council Association

6 Regional Development Workforce Areas (RDWA)

16 Workforce Development Boards

State Services for the Blind

Training and Education

S Y S T E M D E F I N I T I O N

CareerForce definition

CareerForce is the Minnesota workforce system brand supporting career development opportunities and talent recruitment needs. It’s comprised of Workforce Development Boards, CareerForce locations and system partners.

M I N N E S O TA W O R K F O R C E S Y S T E M AT A G L A N C E

B-01

Workforce Partners

Community Partners

Department of Education

Private Sector Partners

Department of Human Services

Labor

Department of Labor & Industry

Minnesota Job Skills Partnership Board

- Entities under the CareerForce brand umbrella

“If you can’t explain it to a six-year-old, you don’t understand it yourself.” ―Albert Einstein

B-02


Government Sector

·-------.

# ~

# -

Nonprofits ---0 ~

• f Lab r

•

I

~ -- ~ --~ Private Sector

I Education & Training I I •


A powerful role Roles and responsibilities include:

– Leading a hub and spoke system – Providing system oversight and education – Defining system and statewide success

– Developing overarching goals, strategies and metrics – Activating collaboration around needs vs. programs

B-03

Committed to economic prosperity

B-04


B R A N D S T R AT E G Y

Brand definition The word brand stands as a surrogate for the word reputation. A brand acts like a person, and when you know a person’s reputation you can predict his or her behavior. Great brand strategies are timeless and completely ownable. They:

– Resonate with audiences over time – Facilitate decision making – Define your reason for being

– Inspire people to stretch resources and capabilities – Unite people toward the pursuit of ONE common goal – Reflect idealistic motivations for doing the organization’s work

C-01 Brand blueprint definition The brand blueprint captures the entire strategic direction in one aspirational, easy-to-understand document.

It helps:

– Inform strategic, marketing and communications decisions – Inspire and unite everyone in the system toward one common purpose – Maintain brand integrity and consistency

The following pages review the CareerForce brand blueprint section by section.

VISION Your aspirational goal on the horizon

MISSION How you achieve that goal-why you exist

FUNCTIONAL BENEFITS Tangible outcomes

EMOTIONAL BENEFITS Personal connection

BRAND CHARACTER Attitude, style and voice

CORE VALUES Beliefs that drive actions

BRAND PROMISE FILTER

Guide to delivering a consistent customer experience

BRAND POSITION What makes you different in the eyes of your customers?

C-02

B R A N D S T R A T E G Y


C-03

As a unified brand, we aspire higher Our vision is something we always strive toward. It’s a rallying cry for our core purpose. It is a unifying statement to inspire us all from the inside out.

V I S I O N Become known as the trusted talent resource drivingeconomic prosperity for everyone living in Minnesota

We have a purposeful existence C-04 The mission is how we achieve our aspirational goal on the horizon. We will become known as the respected talent resource driving economic prosperity when we deliver on this mission.

M I S S I O N Facilitate thriving career solutions for individuals,

employers, communities and Minnesota.



The potential is powerful

F U N C T I O N A L B E N E F I T S Financial stability for individuals

Respected talent poolBetter collaboration for greater innovation

Community progressEconomic growth for Minnesota

C-05 The emotional connection has great promise

E M O T I O N A L B E N E F I T S Personal, professional and state pride

“I’m proud of the career I’ve achieved.” “I’m proud of my team.”

“I’m proud of the work we do together.” “I’m proud of what we’ve accomplished for Minnesota.”

Our reputation precedes us These brand character attributes will help ensure the right attitude, style and voice in everything we do, every conversation we have, and every item we send.

Contemporary, Diverse, Entrepreneurial,Relevant, Aspirational

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

C O N T E M P O R A R Y We are dynamic and bold.

D I V E R S E We offer something for everyone.

E N T R E P R E N E U R I A L We are fearless in the pursuit of new ideas.

R E L E V A N T We maintain a progressive focus on customer needs.

A S P I R AT I O N A L There is always room to inspire new possibilities.

C-06



Our values deliver results To be effective, we must walk the brand talk in everyday actions with our customers, our partners and each other. These five core values will be our guide:

C O R E V A L U E S Collaboration, Equity, Passion,

Empowerment, Innovation

C O L L A B O R AT I O N The work we do together matters to each other and to the people we serve.

The greater the collaboration, the better the outcome. C-07 E Q U I T Y

We meet people where they are in life. We strive to deliver what’s needed for ongoing success. We make everyone feel included, valued and respected.

PA S S I O N People find happiness through work.

They find what they’re passionate about. We’re passionate about making that happen.

E M P O W E R M E N T We empower individuals, organizations and communities.

We help make life better for people every day. We respect individual needs.

I N N O V AT I O N Innovative thinking leads to new ideas. New ideas lead to powerful solutions.

Powerful solutions lead to prosperous opportunities.

Our filter keeps us on task Simply put, the brand promise filter is one question we should aways remember to ask before agreeing to move forward with any initiative.

Did our idea, solution, approach,connection, program or service lead

to a prosperous outcome?

B R A N D P R O M I S E F I LT E R

C-08



So, why CareerForce? Our ultimate goal is to be well-known as a unique entity delivering unparalleled benefits in Minnesota.

B R A N D P O S I T I O N The only unified system driving prosperous outcomes

for career seekers, employers, system partners and Minnesota

C-09

VISION Become known as the respected talent resource driving

economic prosperity for everyone living in Minnesota

MISSION Facilitate thriving career solutions for individuals,

businesses, communities and Minnesota

FUNCTIONAL BENEFITS Financial stability for individuals

Respected talent pool Better collaboration for greater innovation

Community progress Economic growth for Minnesota

EMOTIONAL BENEFITS Personal, professional and state pride

BRAND CHARACTER Contemporary, Diverse, Entrepreneurial,

Relevant, Aspirational

CORE VALUES Collaboration, Equity, Passion,

Empowerment, Innovation

BRAND PROMISE FILTER Did our idea, solution, approach,

connection, program or service lead to a prosperous outcome?

BRAND POSITION The only unified system driving prosperous outcomes

for career seekers, employers, system partners and Minnesota

The brand blueprint With the goal of driving economic prosperity, CareerForce is positioned to soar higher, dream bigger and achieve more for career seekers, employers and Minnesota.

C-10



C-11

Manifesto

The road to prosperity may feel long and winding. It may challenge us in unexpected ways. It may be downright exhilarating.

One thing we can be sure of is that we’re on the right track. We’re moving forward with great purpose. A purpose we share, together.

We want as many people as possible to know that CareerForce is Minnesota’s career development and talent matching resource, driven by prosperity.

We want to remove stigmas that exist today and show this innovative system as one wide open to anyone, at any level, from any walk of life.

We want people to be genuinely proud of CareerForce and be inspired to use it. We want them to see us as a trusted resource people WANT TO access vs. one they HAVE TO.

We need to operate as ONE brand united by the pursuit of ONE aspirational goal.

We must understand that a brand is more than a logo. It’s our purpose. It’s our promise. It’s our reputation.

It’s time to let the world know CareerForce is the only unified system driving prosperous outcomes for career seekers, employers, system partners and Minnesota.

C-12


L I V I N G T H E B R A N D

Living the CareerForce values The work we do, together, matters. It matters to career seekers and employers. To communities. To the state we love so well. As one unified system, we need to D-01 talk the same talk, walk the same walk and live the brand values with collaborative passion. The following is your brand guide to living the CareerForce values on a daily basis.

COLLABORATION Daily action steps: 1. Take a “no wrong door” approach 2. Value everyone’s contribution 3. Become intimate with partners’ work

Success question: Are people asking to partner with you?

EQUITY Daily action steps: 1. Meet people where they are 2. Be impeccable with your words 3. Treat everyone with respect

Success question: How would I react if I were in their shoes?

PASSION Daily action steps: 1. Bring a high level of genuine enthusiasm to work 2. Commit to public and private expressions of appreciation 3. Encourage colleagues to find their own passions

Success question: Are customers returning? Are they recommending us?

EMPOWERMENT Daily action steps: 1. Guide rather than lecture 2. Focus more on strengths and less on weaknesses 3. Inspire clients to become the hero

D-02Success question: Did I do something to help someone thrive?

INNOVATION Daily action steps: 1. Don’t be afraid to challenge the status quo 2. Make others feel safe to contribute 3. Generously build on new ideas

Success question: Do I share unexpected ideas and solutions?

L I V I N G T H E B R A N D

M E S S A G I N G M AT R I X

Tell the story people need to hear The messaging matrix is an effective communications tool. It’s a helpful guide for how to think, talk and write about CareerForce. It’s a simple way to make sure we’re all singing off the same song sheet.

CareerForce elevator speech—career seekers CareerForce is Minnesota’s career development and talent matching resource. We have an extensive network of partners throughout the state. Together, we’re dedicated to delivering prosperous outcomes for career seekers, employers, E-01 communities and Minnesota. Anyone is welcome to access our many innovative programs and services at CareerForce locations throughout the state and on CareerForceMN.com.

https://CareerForceMN.com

E-02

CareerForce elevator speech—employers CareerForce is Minnesota’s career development and talent matching resource. Our goal is to deliver prosperous outcomes for career seekers, employers, communities and Minnesota through an extensive network of private sector, public sector and nonprofit partners. Customers can access our many innovative programs and services at CareerForce locations throughout the state and on CareerForceMN.com.

M E S S A G I N G M A T R I X



Career seekers BRAND POSITION: The only unified system driving prosperous outcomes for career

seekers, employers, system partners and Minnesota.

MESSAGING STRATEGY: Inspire HOPE.

KEY MESSAGE: A career that fits your unique talents, skills and personality delivers tremendous potential:

– Greater personal fulfillment with renewed purpose

– Feeling valued, respected and productive

– Achieving new ways to prosper at work and in life

CareerForce is here to help you find a career that helps you thrive.

SUPPORTING MESSAGES: CareerForce is a trusted talent resource helping people pursue E-03 their career dreams, goals and needs:

– Financial stability

– Personal fulfillment

– Growth opportunities

– Life stages

CareerForce’s vision to drive economic prosperity for everyone living in Minnesota is supported by a robust network of passionate partners:

– Private sector

– Public sector

– Nonprofit

– Corporate

CareerForce’s innovative programs and services are designed to fulfill or elevate any career need, including:

– Personalized career guidance

– Skills training

– Job search services

– Career path planning

– Financial support

– Youth and young adult support

CareerForce consistently goes above and beyond to see people thrive in any career or career stage:

– First jobs and careers

– Career advancement

– Management and leadership placements

– Technical and trade careers

– Post-retirement opportunities

– Job recovery

DESIRED PERCEPTIONS: “CareerForce is an invaluable career resource—the only unified system driving prosperous outcomes for career seekers, employers, system partners and Minnesota.”

“CareerForce knew exactly how to help me find a career that met my financial, personal and professional goals.”

“I will recommend them to my friends and colleagues.”

PROSPERITY OUTCOMES: New and enhanced skills: E-04 – Improved resumes/career stories

– Increased confidence/motivation

Careers that reach further:

– Financial goals met

– Personal dreams realized

Word-of-mouth:

– Recommendations to friends, family and colleagues

– Positive social media conversations

Top-of-mind awareness:

– CareerForce is a must-use career resource



Employers BRAND POSITION: The only unified system driving prosperous outcomes for career


MESSAGING STRATEGY: Reinforce RESULTS.

KEY MESSAGE: Bringing talented people to your organization delivers tremendous advantages:

– Alignment of a healthy internal culture

– Heightened brand support from the inside out

– Increased productivity with individuals and teams

– Competitive strength

CareerForce is here to help you find talented people that help

E-05 your organization thrive.

SUPPORTING MESSAGES: CareerForce is a trusted talent resource matching the right people to the right positions:

– Entry level

– Middle management

– Upper management

– Trade and technical

– Skilled workers


– Private sector

– Public sector

– Nonprofit

– Corporate

CareerForce’s comprehensive programs and services are designed to support any talent recruitment need, including:

– Respected talent pool

– Career matching services

– HR/OD strategies and tactics

CareerForce consistently goes above and beyond to match good people with good opportunities while supporting organizations in any industry or industry segment, including:

– Corporate

– Manufacturing

– IT

– Health care

– Hospitality

DESIRED PERCEPTIONS: “CareerForce is an invaluable partner—the only unified system driving prosperous outcomes for career seekers, employers, system partners and Minnesota.”

“CareerForce has everything I need to bring the right talent to my organization.”

“I will use them again for my talent recruitment and retention needs.”

PROSPERITY OUTCOMES: Successful recruitment solutions: E-06 – Implemented strategies and tactics

– Industry data

– Success stories

Broader talent fulfillment:

– New positions

– Existing positions

– Improved retention

Increased interest and usage:

– Referrals to colleagues

– Enhanced participation


– CareerForce is a must-use recruitment partner



System partners BRAND POSITION: The only unified system driving prosperous outcomes for career


MESSAGING STRATEGY: Fortify COLLABORATION.

KEY MESSAGE: Working together as a supportive, holistic system delivers tremendous impact:

– It changes lives

– It bolsters employers

– It strengthens communities

– It drives economic prosperity for Minnesota

CareerForce is here to help everyone in Minnesota thrive.

E-07 SUPPORTING MESSAGES: CareerForce is a trusted talent matching resource, collaboratively

fulfilling the mission of facilitating thriving career solutions for:

– Individuals

– Employers

– Communities

– Minnesota


– Private sector

– Public sector

– Nonprofit

– Corporate

CareerForce’s collective programs and services are designed to support any talent recruitment or career development need.

CareerForce consistently goes above and beyond to foster innovative collaboration leading to economic prosperity.

DESIRED PERCEPTIONS: “We are an invaluable career network—the only unified system driving prosperous outcomes for career seekers, employers, system partners and Minnesota.”

“The work we do, TOGETHER under the CareerForce brand, matters to individuals, employers and Minnesota communities.”

“I’m proud of our contributions.”

PROSPERITY OUTCOMES: Enthusiastic collaboration:

– Local

– Regional

– Statewide

Increased engagement:

– Networking

– Collaboration

– Support E-08 System pride and usage


– CareerForce is a must-needed path to prosperity


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chi .se language contact us accot.nl log ,n C\ S E ... R C H _ _,,;" CareerForce Career Seekers Employers Community Partners Main Page Link

Lorem ipsum dolor eliei uti Tempor incididunt ut labore et dolore

Lorem ipsum CareerForce consectetur adipisicing elit inis

I'm ready to

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

CareerForce usage To ensure awareness of CareerForce as a unified brand known for driving prosperous outcomes for career seekers, employers, communities and Minnesota, it’s imperative to present a unified front. CareerForce follows a master brand strategy.

M A S T E R B R A N D S T R AT E G Y CareerForce will serve as the main anchoring point on which all underlying products or services are based.

C A R E E R F O R C E C E N T E R S All centers will be known as CareerForce.

F-01 O N L I N E P L AT F O R M The online portal will be CareerForceMN.com.


___,;·

CareerForce

• -~~ Proud

PARTNER CareerForce

S E R V I C E P R O V I D E R S W I T H I N C A R E E R F O R C E L O C AT I O N S Service providers within CareerForce locations will:

– Identify as being part of the CareerForce system – Use CareerForce-branded documents and communications materials – Direct customers to CareerForceMN.com as the primary source of information

Services provided by (organization name)

Jane Doe Manager, Workforce Solutions

P 218.999.9999 F 218.999.9999 [email protected]

F-02

S E R V I C E P R O V I D E R S O U T S I D E C A R E E R F O R C E L O C AT I O N S Service providers outside CareerForce locations are funded by the CareerForce system (federal, state or local) and will need to identify as a proud partner. Use the logo below in all materials.

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

mailto:[email protected]


CareerForce

I D E N T I T Y S TA N D A R D S

Make sure to look good When it comes to generating top-of-mind awareness of CareerForce as the only unified system driving prosperous outcomes for career seekers, employers, system partners and Minnesota, consistency is the name of the game.

G-01

Logo rationale Upward motion

A sleek yet dynamic line stretching up toward a single destination dot communicates growth, aspiration and accomplishment. The overall look is contemporary, bright and hopeful.

----------

Ca reerFon~c___,_e_--------'---,t's your state _0f success I

I

Career Force CF

Name usage The CareerForce name represents the potential of one unified brand. The word “career” elevates perceptions of the system and its many benefits. The word “force” reflects the power of positive movement. CareerForce should never be separated or abbreviated.

Correct: CareerForce

Incorrect:

Tagline G-02 Our tagline is a short, memorable description used to create a lasting impression of the CareerForce brand. It should be used in most logo applications, following the size proportion guidelines shown below. The tagline font is Helvetica Oblique and is always shown in CareerForce blue. Always stagger the logo and tagline. The tagline should always be shown in English and should not be translated to other languages. The logo and tagline are not a lock up. The spacing between the logo and tagline varies, depending on the size of the materials. Do not put the tagline before or above the CareerForce logo. Do not use the tagline as an art element. Do not use the tagline as a headline or in copy.

2Y

Y

HELVETICA OBLIQUE, SPACING 10, U/L CASE

I D E N T I T Y S T A N D A R D S

• t(

CareerForce---

• t(

CareerForce---


Correct logo usage It is important that the CareerForce identity be placed correctly, consistently and without distortion of any kind. Always print the identity in the approved CareerForce colors (see color palette on page G-08). Always use the created logo files; never recreate the logo.

PMS 2728C

100C 69M 0Y 0K 0R 92G 71B

PMS 361C

75C 0M 100Y 0K 63R 174G 42B

PMS LOGOG-03

BLACK

50% BLACK

B&W LOGO

• t(

CareerForce------

When printing the CareerForce logo in a one-color application, use the one-color logo or reversed white logo. Use the reversed white logo only on the colors from the approved CareerForce color palette (G-08). The word FORCE will be in 50% of the background color as shown below. More samples are shown on pages H-11 and H-12. When printing or embroidering on fabrics, use the reversed solid white logo.

PMS 2728C

40% PMS 2728C

ONE-COLOR LOGO (PMS 2728c) G-04

WHITE

50% OF BACKGROUND COLOR

REVERSED WHITE LOGO

WHITE

WHITE

REVERSED SOLID WHITE LOGO


•


Incorrect logo usage It is important to maintain the integrity and consistency of the CareerForce identity. The identity must always be presented in a clear and legible manner.

– The identity must always be reproduced from the approved files

– Alterations to the identity are strictly forbidden

Additional factors to consider when using the identity include colors, backgrounds and the clear zone. Although not an exhaustive list, this page illustrates common incorrect uses of the identity.

G-05 Do not alter the proportions. Do not use a border. Do not change the colors.

Do not rotate. Do not rearrange the elements. Do not crop.

CareerForce

Do not use different fonts. Do not change the proportions of the elements. Do not use the logotype alone.

Do not place on a pattern.

• _________,,......,..,I

Cart:erForce • 1

Minimum clear zone Whenever the identity is used, a minimum clear zone must surround it to ensure its visibility and impact. The size of the clear zone (indicated as “x”) is determined by the height of the CareerForce logotype, as shown. No graphic elements of any kind should invade the clear zone.

x = height of lowercase text

x x

x x x G-06

Minimum size For the greatest impact and readability, a minimum identity size has been established. This is the smallest size at which the identity should ever be reproduced. Smaller versions are difficult to read. The minimum size of the identity is based on its width; it should never be less than 0.625".

0.625″


I M A G E S Y S T E M S TA N D A R D S

Color palette The identity should be printed in the approved CareerForce colors. CareerForce colors were carefully chosen to complement our brand personality.

Please note that some of the colors may have different numbers for Pantone coated versus uncoated. See the chart for CMYK and RGB breakdowns of these colors. Use RGB values when creating electronic media such as web, digital presentations, video, mobile, etc.

G-07

PANTONE COATED (PMS) UNCOATED (PMS) C M Y K R G B

2728C

361C

259C

144C

2718C

Bright Green C

7621C

464C

Refex Blue U

368U

2612U

144U

2727U

Bright Green U

7621U

1395U

100 69 0 0

75 0 100 0

67 100 19 6

2 54 100 0

65 43 0 0

100 0 62 0

21 100 95 12

33 64 97 24

0 92 171

63 174 42

112 40 119

241 139 33

97 133 196

0 168 138

179 32 40

144 90 39

HEX#

005CAB

3FAE2A

6F2277

F18A00

5887DA

00AE8D

B12028

8E5928

~-,Career,

~• ~ • • • • • • •

G-08

I M A G E S Y S T E M S T A N D A R D S


Typography P R I N T F O N T S

In order to clearly inform and educate audiences and add value to the brand, typefaces must be legible. Helvetica is the font family chosen for the CareerForce image system. All collateral materials in the image system should use this font family. This typeface was carefully chosen to match the CareerForce brand personality. It enhances the brand and gives consistency and professionalism to the identity.

T E M P L AT E / M U LT I M E D I A F O N T S

Helvetica and Arial are the only font families that should be used for digital G-09 applications such as online presentations, mobile apps, etc.

Primary titles Cover titles should be set in Helvetica Bold. Point sizes will vary depending on the size of the piece, but should have 0 pt. tracking.

Headlines Section headlines and subheads should be set in Helvetica Regular. Point sizes will vary depending on the size of the piece, but should have 0 pt. tracking.

Introductory paragraphs/subheads Helvetica Regular 13 pt. with 19 pt. leading and 200 pt. tracking.

Primary body copy Helvetica Regular 10 pt. with 16 pt. leading and 0 pt. tracking.

These point sizes are optimized for an 8.5" x 11" piece. Sizes can vary depending on the size of the piece (e.g., brochure vs. poster) but always maintain the size relationships. These relationships may vary as the image system continues to develop.

Helvetica Bold abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890

Helvetica Bold ObliqueabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890

Helvet ica Regularabcdefghi jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890

Helvet ica Obl iqueabcdefghi jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890

Helvet ica Lightabcdefghi jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890

Helvet ica Light Obl iqueabcdefghi jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890

Arial Bold abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890

Arial Bold Ital ic abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890

Arial Regular abcdefghi jk lmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890

Arial I ta l ic abcdefghi jk lmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890

G-10



Design elements C O L O R B L O C K S

Color blocks are used as supporting graphic elements in design layouts. They can be used as a grid to emphasize important information such as titles or sidebar copy.

Color blocks can also be overlaid on photos to improve the readability of headlines or text blocks.

When creating color blocks, use only colors from the CareerForce color palette (see G-08). Only squares or rectangular shapes should be used for color blocks. Do not use round or irregular shapes.

H-01 O U T L I N E D A R T

An outlined illustration of Minnesota is placed over photography on all external communication materials. This treatment, used only in print, shows an inherent connection to our state.

__,,,,· CareerForce

It 's your state of success


It's your state of success

Great apprenticeship

Great adventure





H-02



Photography Photography plays an important role in the CareerForce brand. A compelling style can be achieved through composition, cropping, color, action and other visual elements. Photographs should be authentic and natural—showcasing everyday people, not models. They must also represent the diversity of our audience base: individuals at various career stages; people with different career or job interests; employers from diverse industry sectors; people from all ages, cultures and walks of life.

Photography should always express the CareerForce brand character:

C O N T E M P O R A R Y D I V E R S E E N T R E P R E N E U R I A L R E L E V A N T H-03 A S P I R A T I O N A L

DO NOT:

– Use imagery that is inconsistent with our brand blueprint – Place signatures or graphics over detailed or complex images – Use posed imagery

H-04


Minnesota, illuminated by prosperity , 1 ,

' /


Illustrations Unique illustrations have been created for internal CareerForce communication materials. The overall direction aligns CareerForce with Minnesota prosperity while also inspiring systemwide pride. The illustrations are flat line art images incorporating colors from the CareerForce palette.

DO NOT:

– Create illustrations that are inconsistent with our brand blueprint – Create art in 3D applications – Use non-CareerForce colors – Place copy over images

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~· CareerForce

Services provided by (organization name)




CareerForceM N .com

0000 Career Street, City, MN 00000

~· CareerForce

Services provided by DEED

John Doe Manager, Vocational Rehabilitation Services



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

Usage: Anyone serving customers at CareerForce locations.

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Proud I ~· PARTNER CareerForce

Jane DOE Manager, Acme


0000 Career Street, City, MN 00000 CareerForceMN.com

.A. Nonprofit Organization


[email protected]

I

P 218.999.9999 F 218.999.99998.reerForceMN.com 0000 Career Street, City, MN 00000

Proud I ~· PARTNER CareerForce

P R O U D PA R T N E R

Partners outside CareerForce locations that are federally, state or locally funded should use the “Proud Partner” designation. See the following examples.

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~

CareerForce 000 Career Street, City, MN 00000

CareerForceMN com


Stationery L E T T E R H E A D

000 Career Street, City, MN 00000

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• ____.. ...... ~

CareerForce It's your state of success

• Proud PARTNER

~ _______.....,..

CareerForce

Stationery N O T E C A R D

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PA R T N E R D E C A L


Career It's your state of success

We are

the force behind fast-paced success


Collateral (partners and staff) The partner and staff materials reflect the impact CareerForce makes in Minnesota. The intention is to inspire systemwide pride.

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We are

the force behind future progress


We are

the force behind good-natured growth

Career It's your state of success

We are

the force behind firm foundations


We are

the force behind rich celebration

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--/.

CareerForce It 's your state of success

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Ready to lead ... not follow?

We're here for you

CareerForceMN com

___,;· CareerForce


Ready to break through

to new?

We're here for you


Collateral (customers) The external materials reflect the potential to achieve greater career development and talent matching success with CareerForce.

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Collateral templates (customers) The CareerForce word templates are for creating handouts and announcements.

CareerForce Event Schedule HandoutCareerForce Handout Example Thursday, November 1stFont choice should be Helvetica or Arial Workforce Center Location | 212.555.5555

Text color should be black or any color from the approved CareerForce color palette.

Other helpful guidelines: • Do not add content to or modify the CareerForce • The CareerForce colors are easy to access by

header area clicking the dropdown arrow next to paint bucket icon on the home panel. The CareerForce colors

• The CareerForce logo should not be modified in any can be found as the first row of colors directly under way “Theme Colors”.

• Photography should follow the CareerForce • In eget sem at nulla auctor sodales eu nec velit. photography guidelines, found in the brand playbook. • Phasellus vitae elit cursus, ornare mauris sit amet,

semper dolor. • The approved CareerForce colors have been saved

into the Word template under the CareerForce • Suspendisse dapibus leo ut fringilla feugiat. theme for easy access.

Thank you for following these guidelines.

CareerForceMN com

Upcoming Events: November 2018CareerForce location

Address

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Second event: 12:30pm – 3pm • Ut a tortor non magna ultricies sodales. • Morbi ullamcorper massa semper vestibulum

dictum. Important Reminders • Vivamus consectetur risus sit amet arcu placerat,

non cursus magna finibus. Nunc vel risus ac ligula suscipit semper. Nunc odio • Morbi et magna ac lacus pulvinar aliquam. dolor, congue vel metus nec, viverra vulputate eros.

Donec elementum metus et sollicitudin pretium. Maecenas nec turpis justo. Cras eget mi ac lectus

Third event: 3:30pm – 6pm varius bibendum. Donec lacinia libero urna. • Ut bibendum nulla in erat molestie viverra. Quisque at turpis eu ex ultricies volutpat. • Donec facilisis sem nec mollis fringilla. • Morbi et magna ac lacus pulvinar aliquam. Nulla in bibendum augue, auctor viverra felis. • Etiam elementum eros ut libero imperdiet Integer at tortor sapien. Nunc vehicula nunc ac nisi

pellentesque. rutrum semper. Integer erat ipsum, sagittis quis semper ut, dapibus non tellus. Curabitur at fringilla diam. Sed in auctor quam. Mauris vitae efficitur mi.

Place partner logos in grey area below. In layout options, select fix position on page to drag logos into the partner area.

TEMPLATE ACCESSIBILITY INSTRUCTIONS: Partners:

CareerForceMN.com

.

CareerForceMN.com

---· CareerForce It's your state of success

---· CareerForce It's your state of success

---· CareerForce It's your state of succsss

------ --_:::== _ -=:... ~ ..... -====-~ -=-., -

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MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY

29

Workshop 9am-11am

Interviews 1pm-2pm

30

Resume Basics 10a-2p

Video Interviews 2p-4p

31 1 2

5 6 7 8 9

12 13 14 15 16

19 20 21 22 23

26 27 28 29 30

For more information: CareerForceMN.com



"" "",- 1 - s CrH 1• yourtmoCafft rForco account1oday IIGN UP

__,,· CareerForce

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Create your free CareerForce account now A-OCC"""'"1SOO>XC'\>Sid<)Oo10 C,,.,.;1;;,, (X1C<S°""'a<c • , , ; ""'s

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__,,· CareerForce

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Digital W E B S I T E

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• _,,,; CareerForce

The paradigm shift task forces

Proactive Service Task Force:

- Ens,,e careerForce innovatNe & resourcefulness

Engage Community Task Force:

- Inspire statewide interest In Ca,eeffofce

Cool & Inspiring Task Force

- Create an attractive and appealing mpression d CareerForce

~ · CareerForce

2. Learn the brand blueprint

~ · CareerForce

Minnesota, illuminated by prosperity

The CareerForce Brand Culture Action Plan 2018

Passionately commit to the brand

~ · CareerForce

Support transformation for centers and online impressions

- Generate iOOas 10 maKe the system cool and inspiring

- D&,elop action Sleps for implementation

~ · CareerForce

Digital P O W E R P O I N T

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Cool and inspiring task force


____,,/.


Introducing CareerForce™, Minnesota's career development and talent matching resource

The &eMCeS you've come to trust from M,nnesota WOfklorce centers and their partners. are now un~ied 11 one ,esourcelul network One dynamic online pladorm One pass,onate system driven by the puri.u,t of prospeflly !or caroo, seekers, emplo','ers, commur•hes and Mmnesola

We have the collective clou1 to support y()IJf rectuitment needs ttvough targcled bu$/Oe$$ serv,ces, HRrQO strat&gln, employmenl da1a and mJCh more We'll help you lind the talent you wan! tor the rewlts you need We'll do 311 we can 1oeteva1e yo,.,t Mate of socces.s

To put Caraerforce to work tor you, v.s,t careerlon;;e can or )'OUf local Careerforce locat1011

[Localflddresshefe] {Phonenumberhefe]

__,,. CareerForce Welcome

more success,

Minnesota

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__,,. CareerForce

____,,/.


Introducing Careerforce™, Minnesota's career development and talent matching resource

The seMCes you've come to trust lrom M,mesota WQl'kforce centers and their partners. are now unified in one rescucelul network One dynamic onlne platform One passionate sys1ern dnven by the pursuit ol prospenty for careerseekers,employers.commun,hesandMirnesoia

WehevethecollectovecJou11osupponyourlOdMdualgoatswrthsk1lstrallllflg.pmlesSIOO!llgutdance.carecr path plam,ng and much more. We'I help YoU fmd the pos,t,on you need IOI' the 1,re YoU want Well do all we can ioelevateyoo..-Slateolsuccess

To put GareerForee to work IOI' you_ v,s,t careerforce com or yo,..- local GareerForc:e loc:at,on

[L.oc:aladd,esshere] [Phonerunberhel'e]


Digital E M A I L C A M PA I G N ( C U S T O M E R S )

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FOR EMPLOYERS FOR CAREER SEEKERS

FOR EMPLOYERS FOR CAREER SEEKERS

FIELD Inside Out Note Worthy

I

[i_RANO PROGRESi___]

____,,,.· CareerForce


SUMM ER 2018

Your CareerForce newsfel/er

Brand Bravo

What's Brand New?

_ ___ _,,/

CareerForce As many of you have heard by now, the Minnesota workforce system will soon operate as one unified brand CareerForce This ground-up process started three years ago after deciding we had enough of being the "best kept secret" in Minnesota We want more people to be aware of the extraordinary support available to them. We want them to believe that Careerf orce is an invaluable career development and talent recruitment resource We want CareerForce to be on the minds of every Minnesotan looking lor a rewarding new position or a talented new team. [READ MORE]

I FEATURE S TORY I

Prosper UP The work we do 1s 1mpress1ve We connect 1nd1v1duals to productive organ17at1ons We empower dreams by gu1d1ng 1nd1v1duals toward the Jobs they need and the careers they want We make hie better for people every day

There's much to celebrate. Theres also much more to do.

As a unified system, we have an enormous opportunity to impact a greater number of individuals, organizations and communities As the CareerForce brand, we can make a genuine difference to this great state of ours. Working together as one, we will all flourish on the road to prosperity . (AEAD MOAEJ

[iuLTURE BUILDING ]

Inside Out

j CareerForce

FORCEFIELD ... .:--··:·" - - -___ ,,. What's Brand New? CareerForce ·--~------- ■ ::::::::.-::.=::"'..=::".:.'"'" ______ ,.. __ ·--·-·--~~-·-- . ______ ...,., _ __ ... __ .. _...,_ -.-----·--- - .. _ .. _ Prosper UP _____ ..., __ ..,_...,_,.. ___ .. _ __,.., _,_., __ ,_ .. , ____ __ __ ,,_ ___ ..... _....., ___ _ __ ..... __ _ ____ ...,_ .. ___ .,._,._

Inside Out Culture= Brand Brand = Culture

... _ ,., ___ .., ___ _ __ .. __ . _ ... _ , _____ .. _ ----... _______ _ --··-------------··----,., ______ _

II=.,~ Be the BEST,

~ Minnesota

Digital N E W S L E T T E R

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• ✓

CareerForce


Digital E M A I L S I G N - O F F

Follow the “Instructions on creating your CareerForce email signature” document to create your email signoff.

Your Name Your Job Title 000 Career Street, City, MN 00000 Direct: 651.000.0000 CareerForceMN.com | Twitter | Facebook

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--/. --/.

CareerForce CareerForce It's your state of success It's your state of success

Display B A N N E R S TA N D

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Signage I N T E R I O R

Stainless-steel cutout of CareerForce logo with mirror-polished finish pin-mounted on rectangle backing with mirror-polished finish. Sign can be installed with stud fixings or directly bonded onto the wall structure.

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E X T E R I O R

Colored acrylic cutout of CareerForce logo bonded onto a white outline of CareerForce logo. Can be installed with stud fixings to float the sign onto the external wall structure. Optional backlighting system can be installed behind the logo structure.

Wickham Gray HC-171

I N T E R I O R W A L L C O L O R PA L E T T E

Colors are selected from the Benjamin Moore color palette. Primary and secondary colors have been chosen for all interior walls. Use a color from the primary color palette for at least one wall in the workplace. The accent color is for accent walls or accent furniture only.

P R I M A R Y C O L O R S

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S E C O N D A R Y C O L O R S

A C C E N T C O L O R


Thank you for beingthe success behind Minnesota

CareerForceMN.com


minnesota, powered by prosperity...2018/10/25 · talk the same talk, walk the same walk and live...

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