BRAND STANDARDS, graphic & Promotional GUIDELINES
ARMED FORCES ENTERTAINMENT GRAPHIC STANDARDS & VISUAL GUIDELINES The following logo usage standards apply for all media communications, including Web, print collateral, base publications, event signage, direct mail and promotional items. The logos are available for download at http://armedforcesentertainment.com/AFEmedia_imgGrph.htm. Logo Components
This graphic, in its entirety, is referred to as the AFE “signature” and consists of two
parts: wordmark and icon. In some cases it is acceptable to include the taglines
“Where stars earn their stripes,” or “Coming to a theater near you.” These elements
are in a fixed relationship to each other and should not be repositioned or altered.
Appropriate use of taglines can help reinforce a particular message, position
or characteristic of a brand. Signature
Icon Signature
Wordmark
Icon
Wordmark
*This mark is a registered service mark of Armed Forces Entertainment. All rights reserved 2013.
W H E R E
S T A R S
E A R N
T H E I R
S T R I P E S
This phrase is used as a positioning line only when addressing the entertainment market. It is used in ads such as those in Billboard Magazine and Pollstar or on collateral materials meant W H E R E
S T A R S
E A R N
for consumption by the entertainment industry.
T H E I R
S T R I P E S
Logotype This phrase is used as a positioning line on materials that address the military market, such as ads announcing tours, which appear in base newspapers and European Stars & Stripes and Pacific Stars & Stripes. 2
ARMED FORCES ENTERTAINMENT GRAPHIC STANDARDS & VISUAL GUIDELINES Logo Specifications
Clear Space – Clear space is defined as the area that is completely free of other
objects or elements including, but not limited to, typography, borders, edges, other
logos, words, graphics, slogans, numbers, design features or symbols. For the logo
to maintain brand equity and visual impact, the surrounding area should remain open
and uncluttered. When placing the logo close to graphic elements, clear space should
be maintained on all sides.
Horizontal Format – The minimum amount of clear space should equal the height of
the “boxed” portion of the wordmark in all directions. Leave at least the minimum
amount of clear space between the logo and any other graphic element or type.
The same clear space rule applies for all versions of the horizontal logo.
Vertical Format – The minimum amount of
clear space should equal the height of the
entire wordmark in all directions. Leave at
least the minimum amount of clear space
between the logo and any other graphic
element or type. The same clear space rule
applies for all versions of the vertical logo.
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ARMED FORCES ENTERTAINMENT GRAPHIC STANDARDS & VISUAL GUIDELINES Variations – Below is a compilation of approved AFE logos in various color formats
to suit any graphic need. When positioning over a background, it is strongly
advised that it be a solid, complimentary color that provides easy legibility. The logo
can appear as spot color (Pantone Matching System (PMS)), 4-color or black and
white. Spot color is the standard, preferred use of the AFE signature when application
allows use of color. Colors are PMS Red 1797, black and white. Use the variation
most appropriate for your audience and budget. Horizontal Format
Vertical Format
Official logos for use on approved red graphic pattern background
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ARMED FORCES ENTERTAINMENT GRAPHIC STANDARDS & VISUAL GUIDELINES
In order to build brand equity, it is vital that a graphic consistency be maintained from
project to project, as well as from site to site. The following is a list of approved fonts
that should be considered when composing a project.
Headlines/Sub-Heads: ADVERT BOLD
RUBBER STAMP HELVETICA NEUE LT STD 75 Bold HELVETICA NEUE LT STD 75 Bold Body copy: Helvetica Neue LT STD 57 Condensed
t h e
d e p a r t m e n t
o f
d e f e n s e ’ s
a r m e d
adam’s attic
f o r C e s
e n t e r ta I n m e n t
p r e s e n t s
pop/rock, alternative
Date: Location:
Time:
Date, Time and Location subject to change. See ArmedForcesEntertainment.com
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Sample of font selection and positioning
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ARMED FORCES ENTERTAINMENT GRAPHIC STANDARDS & VISUAL GUIDELINES Sample – The following is a sample of how to incorporate necessary support sponsors
logos into needed creative materials. Permission to have a logo on promotional
material must be approved by Armed Forces Entertainment. The support logo must be
no larger than 40% the size of the positioned Armed Forces Entertainment logo.
This rule applies to all forms of creative materials, and all forms of media. Additionally, a disclaimer saying, “No official endorsement intended” will be added to each promotional item involving an outside logo. T H E
D E P A R T M E N T
O F
FILTER
D E F E N S E ’ S
A R M E D
F O R C E S
E N T E R TA I N M E N T
P R E S E N T S
Alternative/Pop
Date: Location:
Time:
Date, Time and Location subject to change. See ArmedForcesEntertainment.com
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The above sample also demonstrates how to incorporate multiple talent featured in
a tour. Single talent poster example shown on pages 5 and 9.
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ARMED FORCES ENTERTAINMENT GRAPHIC STANDARDS & VISUAL GUIDELINES
Color options
Option 1: CMYK – This is the standard, preferred use of the AFE signature
when application allows use of color:
Red
C 0%
M 100%
Y 99%
K 4%
Black
C 0%
M 0%
Y 0%
K 100%
C 0%
M 0%
Y 0%
K 0%
Y 0%
K 100%
White
Option 2: Solid black on a light background:
Black
C 0%
M 0%
Option 3: Solid white reversed from dark background:
White
C 0%
M 0%
Y 0%
K 0%
Option 4: Two color:
Red
Black
PMS 1797 CV (coated/gloss finish) C 0%
M 0%
Y 0%
K 100%
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ARMED FORCES ENTERTAINMENT GRAPHIC STANDARDS & VISUAL GUIDELINES
Minimum Size – Refers to the smallest size at which the AFE signature may be
reproduced to ensure its legibility. The logo must be of a size large enough to read
the wordmark. As a general rule, the logo should not be smaller than .625” tall for
the horizontal format, and 1” for the vertical logo. The exception is where the
reproduction area is too small to accommodate the print legibly, such as ballpoint
pens. The tagline may be omitted ONLY for those uses where size required would
make it illegible.
Samples of Logo, Color and Font usage
The following are samples of work that best illustrate proper use of the AFE logo,
color scheme and fonts. Please refer to these elements when creating projects
for base use.
AFE Web Site
Web Banner
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ARMED FORCES ENTERTAINMENT Event/Venue Poster
Printed Venue Banner
t h e d e pa r t m e n t o f d e f e n s e ’ s a r m e d f o r C e s e n t e r ta I n m e n t p r e s e n t s
A R M E D F O R C E S E N T E R T A I N M E N T . C O M
D.L. HugHLey
Banr–5–2014
Trade Publication Ad Comedy: Comedian and Dancing With The Stars contestant
Date: Time: Location:
Date, Time and Location subject to change. See ArmedForcesEntertainment.com
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Autograph Card T H E
D E P A R T M E N T
O F
D E F E N S E ’ S
A R M E D
JESS PENNER
F O R C E S
E N T E R T A I N M E N T
P R E S E N T S
Indie Rock Music
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ARMED FORCES ENTERTAINMENT Promotional Guidelines and Standards For your safety and the protection of the Armed Forces Entertainment and mission, we ask that you adhere to the following guidelines prior to, during and post tour. Public Relations and Publicity • All press releases must be approved by Lindsey Roznovsky prior to distribution. • The announcement of your tour on any social media, website, or in an interview capacity must be held until the official contract with Armed Forces Entertainment is completed. • All promotional plans, website mentions, press releases, and social media mentions must be run in conjunction with Armed Forces Entertainment through Lindsey Roznovsky. • Armed Forces Entertainment must be mentioned in any interviews held prior, during and post tour when mentioning your tour. • The term AFE should only be used in twitter as a hashtag. The full brand name of Armed Forces Entertainment must be used in any other capacity. Images and Footage • Armed Forces Entertainment’s “Request for DOD Letter of Approval to Film/Photograph Tour for Other than Personal Use” must be filled out and approved prior to a tour leaving if any video footage will be captured during the tour. The same applies for photos that will be used for a TV broadcast. Videos used in social media must also be approved. • Armed Forces Entertainment requests your support and assistance regarding any photograph/video taken of the traveling talent or talent management team handling military weapons and ammunitions or operating military vehicles. The photograph/video should remain as a personal memento and not displayed publicly and/or posted in any social media. Southwest Asia Tours • Prior to a tour to SWA, you may not promote specific locations of your tour and must use general dates rather than specifics of when you are where.
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ARMED FORCES ENTERTAINMENT Promotional Guidelines and Standards • During a tour to SWA, you may not mention where you are in any live interviews or on social media. You can only mention where you have been. Promotional Material • Armed Forces Entertainment should be the prominent brand logo on all promotional material meaning the logo should be slightly larger than any other logos on promotional material. • Any promotional material must meet Armed Forces Entertainment’s Brand Standards. • All promotional materials made specifically for your tour, including T-shirts, hats, and other giveaways, must be approved by Brian Burke and Lindsey Roznovsky. Autograph Cards • If Armed Forces Entertainment provided autograph cards for your tour, you must use the provided autograph cards rather than personal autograph cards.
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ARMED FORCES ENTERTAINMENT Promotional Guidelines and Standards For your safety and the protection of the Armed Forces Entertainment and mission, we ask that you adhere to the following guidelines prior to, during and post tour: 1) All press releases must be approved by Lindsey Roznovsky prior to distribution. 2) The announcement of your tour on any social media, website, or in an interview capacity must be held until the official contract with Armed Forces Entertainment is completed. 3) All promotional plans, website mentions, press releases, and social media mentions must be run in conjunction with Armed Forces Entertainment. Point of contact (POC) will be Lindsey Roznovsky. 4) The Armed Forces Entertainment logo should be slightly larger than any other logos on promotional material. The support logo should be no more than 40% the size of the positioned Armed Forces Entertainment logo. This stipulation only relates to “reimbursable” promo items as well as promotional posters and autograph cards. 5) Armed Forces Entertainment must be mentioned in any interviews held prior, during and post tour. 6) The term “AFE” should only be used in twitter as a hashtag. The full brand name of Armed Forces Entertainment must be used in any other capacity. 7) Prior to a tour to South West Asia (SWA), you may not promote specific locations of your tour and must use general dates rather than specifics of when you are where. 8) During a tour to SWA, you may not mention where you are in any live interviews or on social media. You can only mention where you have been. 9) A rmed Forces Entertainment’s “Request for DOD Letter of Approval to Film/Photograph Tour for Other than Personal Use” must be filled out and approved prior to a tour leaving if any video footage will be captured during the tour. The same applies for photos that will be used for a TV broadcast. Videos used in social media must also be approved. 10) Armed Forces Entertainment requests your support and assistance regarding any photograph/video taken of the traveling talent or talent management team handling military weapons and ammunitions or operating military vehicles. The photograph/video should remain as a personal memento and not displayed publicly or posted in any social media. 11) Footage/photos of military personal drinking alcohol in uniform or anything that has the potential to tarnish the reputations of the individual, or worse lead to non-judicial punishment in uniform, are for personal use only and may not be shown on a website, social media or broadcast. 12) All promotional materials made specifically for your tour (or previously produced items), including T-shirts, hats, and other giveaways, must be approved by Brian Burke/Lindsey Roznovsky. 14) If Armed Forces Entertainment provided autograph cards for your tour, you must use the provided autograph cards rather than personal autograph cards. If personal autograph cards are to be used at the entertainer’s expense, they must be approved by Armed Forces Entertainment. 15) Any promotional material must meet Armed Forces Entertainment’s Brand Standards. 12
brand STANDARDS, graphic & promotional GUIDELINES This document addresses the visual guidelines and implementation of the Armed Forces Entertainment brand at all levels. For information regarding necessary files and formats, please visit www.armedforcesentertainment.com © 2014