Branding Guidelines

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America Recycles Day (ARD) identity standards (and related links) describe the proper use of the ARD logo. The standards were developed to assist ARD event organizers, state coordinators, sponsors, and partners in using the logo correctly.

The logo – consisting of the name and symbol – is the keystone of ARD’s identity. It is imperative that the logo be used in a consistent manner to maintain its visual impact, reinforce public awareness of the brand, and protect the ARD logo and word mark. The logo should not be recreated or altered in any way that is different from how it appears and is described in this online document.

Review this information carefully so that you understand all the logo variations available. Once you decide which one meets your needs, select the appropriate logo and download it. It is essential that you review the following sections – Color Logos, Single-Color Logos, Logo Staging Area, and Improper Usage of Logo, before downloading any logos. (Note: In addition to providing designers and printers with the appropriate logo, please give them a copy of the Colors page.)

Please note: to access the logo files, you must register your ARD event. For print-quality logos, please contact America Recycles Day.

If you have any questions concerning the ARD logo standards, please contact Brenda Pulley at bpulley@kab.org or 202.688.0603.

Color Logos

Primary Logos

This logo should be used whenever possible.

Standard Logo

 

Secondary Logo

This logo should be used when space is limited.

 

Single-Color Logos

Primary Logos

The single-color logo should be used on white or light backgrounds.

Standard Logo

 

This logo is a single-color, standard logo option.

 

 

 

 

 

 

 

 

If printing on black or dark backgrounds, the white logo should be used.

Web version: Right click on the image to save the file (.gif)

Secondary Logos

 

Web version: Right click on the image to save the file (.gif)

Logo Staging Area

The examples below show the minimum amount of space that should surround the logo, called the staging area. Sufficient space should always surround the logo to separate it from other elements such as copy, pictures, slogans, and symbols. The staging area is determined by the height of the logo being used. Space equal to the height of the symbol, shown as “X” below, is to be maintained around all sides of the logo. These distances are the minimum acceptable clear space. Whenever possible it is preferred that more clear space be used.

Primary Logo

Correct Staging Area

Incorrect Staging Area

Secondary Logo

Correct Staging Area

Incorrect Staging Area

Improper Use of Logos

Inappropriate uses of the America Recycles Day logo will dilute the effectiveness of the ARD identity. Therefore, the ARD logo should not be letterspaced, redrawn, reconstructed, or modified in any way. The symbol and name is a single unit and should never be separated unless there is limited space (see secondary logos on Color Logos page). If you are not sure that a design you have is acceptable, don’t use it. Below are examples that should be avoided. Examples apply to primary and secondary logos.

Do not use the logo too small. Logo should never be smaller than 1/2″ wide.

Do not place logo at an angle.

Do not add space between symbol and type.

Do not place logo in a shape.

Do not use the symbol alone.

Do not place logo on a complex background.

Colors

Ink colors can be your most powerful identity builders. The official America Recycles Day logo colors are listed below. These color specifications should be followed when printing the ARD logo.

PMS Logo

Green: PANTONE 376 (100%)

4-color Process Logo

Green: C50, Y100

Improper Usage of Color

Do not print the ARD logo in any combination of colors other than those approved in this guide. If the official ARD logo colors are not available for a specific project, such as a two-color newsletter, use the single-color version of the ARD logo, printed in the darker of the two available colors.

Fonts

The America Recycles Day logo is created from the font Helvetica Neue. However, the logo should not be letterspaced, redrawn, reconstructed, or modified in any way. When creating materials using the ARD logo, the accompanying font should be from the Helvetica Neue family.