Branding Guidelines
The Graphic Standards and Style Guidelines are presented below for reference. They are also available in PDF format in the Branding Kit, downloadable from the Branding Resources page.
BuyIT.gov Logo Style
The BuyIT.gov name and mark, including our slogan, embody and reflect the professionalism and focus we apply to our work every day. It is incumbent upon all BuyIT.gov contractors and subcontractors to aspire to the highest levels of quality, service and integrity in all business dealings and endeavors with the Government. After all, that is why you were pre-qualified to offer services through BuyIT.gov in the first place. Because trademarks are such valuable assets, they must be treated with the kind of care one would show any valuable possession. This publication explains the relatively simple rules that must be followed to ensure that the BuyIT.gov marks remain strong. These rules should be followed on all business documents, correspondence, advertisements, brochures, and other forms of communication allowable. By honoring these simple rules, all BuyIT.gov contractors and subcontractors help assure the integrity of the term: BuyIT.gov, The better way to BUY IT.
The purpose of these brief descriptions: To make it easier for you to help build a consistent and powerful brand for BuyIT.gov. Keep this guide as a handy reference.
BuyIT.gov Logo Guidelines
To aid in ensuring that all contractors and agencies use the BuyIT.gov logo consistently, and help effectively create brand awareness across all communications, a brief description of recommended usage is shown below.
Correct and Incorrect Usage
The logo with tag line should not be reproduced in a size smaller than 1" wide; below that size the type becomes illegible. The logo without tag line should not be reproduced in a size smaller than .875" wide.
The logo may not be distorted, stretched or altered
The logo should not be screened. in any way.
The logo should not be reproduced on a strongly patterned background that might reduce its legibility or one that is too dark or too light. The background color should have enough contrast with the red and the blue to be clearly visible, or the logo should be placed in a white box as shown.
The logo should always be allowed a sufficient amount of surrounding white space, at least 1 pica apart from all other elements.
BuyIT.gov Logo Alternatives
For maximum impact, and brand awareness, use of the full-color positive logo is the first preferred choice. When full-color positive usage is not possible, please make use of the alternatives shown below.
BuyIT.gov Logo Colors
The two BuyIT.gov program colors were selected for their aesthetic qualities and impact. The integrity of the colors is an essential part of maintaining the brand. When the PANTONE® system is not available, use the CMYK color builds below. The logo may also be printed in black and white, or reversed out as shown in the BuyIT.gov Logo Guidelines.
PANTONE®
286
PROCESS
cyan: 100
magenta: 50
yellow: 0
black: 4
RGB (for web use)
red: 13
green: 101
blue: 172
#0D65AC
PANTONE®
185
PROCESS
cyan: 0
magenta: 100
yellow: 100
black: 0
RGB (for web use)
red: 223
green: 0
blue: 44
#DF002C
The colors shown on this page and throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE® Color Standards. For accurate color standards, refer to the current edition of the PANTONE® Color Formula Guide. PANTONE® is a registered trademark of Pantone, Inc.
Marketing Materials Font Families
The consistent and coordinated use of type with other visual elements, such as color and the logotype, play a major role in the identification system. The ITC Franklin Gothic typeface family and the BITSTREAM News Gothic Condensed fonts are used on all stationery items and should be used in all printed and graphic marketing material that is created by staff or contractors.
Bitstream News Gothic Condensed
The News Gothic Condensed fonts are manufactured by BITSTREAM and can be purchased directly from them at http://www.bitstream.com/
ITC Franklin Gothic
The ITC Franklin Gothic family is manufactured by ITC and can be purchased directly from ITC at http://www.itcfonts.com/
Some General Principles For Type Specification
- Take care to limit the number of different type sizes and weights used. Simplicity of typography enhances effective communication.
- Avoid setting long headlines or text in all caps.
- Use bolder typefaces for accents such as headlines, subheads, and initial caps.
Questions?
To ensure consistency as we promote our brand identity, please be sure to utilize available support for any projects or proposals you have. If you have questions or require assistance for internal communications or for marketing BuyIT.gov to Federal purchasers, we would be happy to help ensure consistency and adherence to the new brand.
Please email info@BuyIT.gov with any questions related to branding.
BuyIT.gov logo is a service mark of the Department of Veterans Affairs. © 2004 - 2008 Department of Veterans Affairs Austin Automation Center