724 CI Manual/01/27/98

7 x 2 4 E x c h a n g e I d e n t i t y G u i d e l i n e s

These guidelines provide thoseinvolved in producingcommunications on behalf of 7x24 Exchangea blueprint for theproper use of theorganization’s name and corporatesignature.

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Formerly theUninterruptable UptimeUsers Group

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7x24 ExchangeIdentity Standards


This document is in PDF(Portable DocumentFormat) can be downloadedfrom 7x24 Exchange web-site, Exchange7x24.org.The document is viewableusing Adobe’s Acrobat®Reader Copyright © 1987-1996 Adobe SystemsIncorporated. The readercan be downloaded freefrom the Adobe website,http:// www. adobe.com/acrobat/acrodist.htmland from most Internet services provider homepages. Logo Artwork in EPS format is also availableat 7x24 Exchange website.

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Legal Name: 7x24 Exchange, Inc.

Communicative Name: 724 Exchange

Corporate Signature: The unique visual presentation of the name 7x24 Exchange sometimes referred to as the 7x24 Exchange logo/logotype/corporate identifier.

Nomenclature: The name structure used to identify and link 7x24 Exchangechapters, products, services, subsidiaries and the national organization.

Index:MissionVisionChairman’s MessageCorporate SignatureCorporate Signature AlternativesCorporate Signature • Structure/elements• Typography• Color

Examples of Acceptable and Unacceptable Uses of the Corporate SignatureStandard forms and stationery• National and Chapter Stationery• Newsletters• Literature• Fax Cover Sheets• Invoices• Badges

Key terms:


Mission StatementThe leading knowledgeexchange for those whodesign, build, use and maintain mission-criticalenterprise informationinfrastructures, 7x24Exchange’s goal is toimprove end-to-end reliability by promoting dialogue among these groups.

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24Chairman’s Message

An organization is the sum of its actions and accomplish-ments and how these activities are perceived by its keyaudiences. It is essential that 7x24 Exchange’s actions,products and services are recognized for their quality, rele-vance and professional independence. The organization’sname and logotype were developed to reflect its missionour vision and goals for the organization. More specifically,the name and everything about the 7x24 Exchange corporate identification system were designed to:

• Project and reinforce 7x24 Exchange’s mission.

• Reflects the vision to:• Be the premier group of its type with a target member-ship market share of 25+ percent among the top 1,000organizations where end-to-end reliability is critical totheir mission/operation/success.• Be recognized as the most unbiased, reliable, independent conduit to ideas, opinions and informationon end-to-end reliability issues.• Maintain active participation by leading vendor/consulting and user organizations beyond the top 1,000User organizations.

• Appeal to those with functional responsibility in the areas of:• Facilities• Information Systems • Networking/Communications

To help assure that these values and goals are perceived by current and potential members, the media, academia andother key audiences it is critical that all communicationsfrom stationery, business cards, publications, audio-visuals,electronic communications and name usage are done consis-tently in accordance with these guidelines and highestappropriate quality standards.

As 7x24 Exchange grows and more people and groups are involved in providing these exchanges it becomesincreasingly difficult to guarantee consistency. Hopefullythese guidelines will help in this important effort. Theywere designed to be thorough and flexible enough to pro-vide direction for most situations. However, if you have questions, suggestions or need assistance please contact Joe Paladino on 212-575-2275.


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24Corporate Signature/National IdentifierVisual & Verbal

VisualThe corporate signature or logo, as it is commonly known,is the single most important component of the identificationsystem. Since inception in 1989, the goal of 7x24 Exchange(formerly UUUG’s) has been to facilitate dialogue on issuesand changes critical to achieving and maintaining end-to-end reliability. Issues and changes that its members mustanticipate and prepare for to meet the growing imperativeof end-to-end, 7x24 systems operation. Often, the primarydisciplines involved operate as isolated entities, however, toachieve true end-to-end reliability, they must function as acohesive team with a common goal.

The unique expression of the name new 7x24 Exchange was designed to: • reflect the organization’s mission; • emphasize the importance of recognizing and adjusting

to changes in technology and business operations• reinforce the organization’s educational aims and its

commitment to open/objective dialogue and its not-for-profit orientation

• appealing to the organization’s three primary audiences— Facilities, IS and Networking professionals — engi-neers, analysts, technology and general managers.

At the same time the new name/logo were developed toovercome the weaknesses in the organization’s originalname (Uninterruptible Uptime Users Group, aka. UUUG) –length, its difficult to say, its nickname (UUUG) has noovert meaning and was the butt of jokes and misuse, itsinflexibility and difficulty in use, graphically, electronicallyand verbally while being: • Memorable and concise.• Easy to pronounce.• Have good graphic potential in all mediums, including

electronic (CRT displays).• Reflect/connote the major image attributes.• Have positive or neutral connotation in major

cultures/languages.• Have good potential for logical links to a family of

companies/products/services.

As shown, the 7x24 logotype satisfies most of these criteria.Its appearance is generally seen as arresting. The X in the redglobe/ball/dot with is suggestive of the unknown, i.e., solv-ing for x in mathematical/algebraic formulas. The use ofArabic numbers is unusual and suggestive of the organiza-tion’s engineering and quantitative roots. Likewise, the 7x24combined with the positioning phrase, End-to-end reliabilityforum, clearly reflect the organizations mission. Takentogether, the 7x24 xchange forma a self-reading logotype ofthe organization’s formal name 7x24 Exchange and reflectsthe primary process/value added – open, unbiased dialoguexchange. Finally, entry of the 7, 24 and Change into the redglobe/ball/dot are representative of the organization’s threeprimary target audiences/functional specialties –Facilities, ISand Network– while the word change clearly recalls the orga-nizations commitment to keep its members abreast of rele-vant changes and new issues affecting end-to-end availability.

VerbalThe formal name of the organization is 7x24 Exchange, pronounced seven by twenty-four Exchange. Just as the logo-type is used visual communicative name of the organ-ization the verbal communicative name of the organization is 724 Exchange. Thus, phones should be answered and phone messages should use the term 724 Exchange, i.e., “724Exchange, or 724 Exchange, Northwest Chapter, or 724 Exchange,Midwest Chapter. Likewise, examples of introductions at conferences, meetings or workshops would be:

“727 Exchange, good morning…“Welcome to the 724 Fall Conference.“The 724 Exchange is pleased to…“John, thank you for helping to make the spring meeting of 727Exchange Mid-West chapters a…


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24Corporate Signature/National IdentifierThree Visual Versions

To present a consistent imagein a variety of circumstancesthe 7x24 Exchange logo-type isavailable in three alternativeformats. The formal, three-color corporate identifier isclearly the most dramatic/memorable and preferred alter-native for displaying the 7x24Exchange logo. However, anumber of real-world consider-ations/circumstances preventuse of this form in all instances.Thus, as shown, two otheralternate variations are avail-able—gray-scale and line-artversions. The gray-scale logois applicable for situationswhere color is not available butshading/haftone is, i.e., highquality laser print or commer-cial black and white printing vs copying. For the manysituations where only black

and white can be used, e.g.,low quality laser pinters, dotmatrix printers, faxes, etc, theline-art logo is available.

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Color Imaging Identifier For use on electronic and two-color printed materials.

Greyscale IdentifierWhen printing is color is notavailable use this greyscale version.

Lineart IdentifierWhen color or grayscale are notpermisable use this lineart versionof the identifier.


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24Corporate Signature/National IdentifierFull Color Imaging and “For Print” Versions

In the files available for youruse in creating communicationssuch as newsletters, onlinepages, etc., these two logos arelisted. Both of these appear tobe different—the ‘imagingidentifier’ has the shading onthe red ball, whereas the ‘forprint’ version does not.However, when the ‘for print’version is used on two-colordocuments, the shading willappear (it is hidden from viewin the layering of the artwork).

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Color Imaging Identifier Matrimonii imputat tremulusconcubine, iam rures fortiterdeciperet oratori, quamquam vixgulosus concubine praemunietcatelli, ut ossifragi agnascor pes-simus quin

Color “For Print” IdentifierAlthough the gradient of the redball is not visible, it is layered into the eps file and will printproperly.

xYY

Y xY


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24Structural Relationship of Visual Elements

The structural relationships of various elements of the logo are shown:

• The spatial relations between the primary identifier, its primary, secondary linkages, the positioning phrase.

• The proper type faces, sizes and weights of eachlogo element

• Approved colors

This information is provided to allow those using the 7x24 Exchange logo to createappropriate “artwork”when necessary.

Note: Logo EPS files are available at our websiteExchange 7x24

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“X” height(lower case x-height

“X” space

“X” space

“X” height(lower case x-height

“X” space

“X” space

“X” space

“X” space

“Y”same space line to line(leading)

“Y” space

“Y” space

“Y” space

60pt Frutiger Bold

44/40pt Palatino Italic

17/40pt Palatino Italic

“Y” space

Regional identifier generally becomes the visual

silhouette of a square

“Y” height

“Y” height


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24Chapter Identifiers(sub-corporate)

Examples of approved andunacceptable Identifier uses aswell as examples of severalapproved current and potentialuses of the logo for chapter andproduct/service identificationfollow.

The goal of this program is tomaximize the impact, recogni-tion and memorability —theimage equity— of the 7x24Exchange logo. Using the logoin a consistent, visually appeal-ing manner and associating itwith the organization’s gooddeeds in the minds of key audi-ences will help reinforce 7x24Exchange’s mission and makethe logo a yardstick againstwhich its products, servicesand actions are measured.Maximizing image equityallows one to borrow from thememory of past deeds andadding to the expected valueand understanding of futureproducts/actions. What is themeaning and value of theCocaCola, Microsoft, IBM andMcDonalds logos?

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Creation of a clear, concise,readily recognizable identityrequires consistent qualityusage with as little clutter orlevels of information as possi-ble. Ideally, there would neverbe more than two levels ofinformation used with theapplication of the 7x24Exchange — the 7x24 Exchangelogotype (including the posi-tioning phrase) and the chapteror service/subsidiary name.

However to accommodate,real-world situations, the iden-tification system provides forshort-term use of three levels of information. See next page.

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Chapter Identifiers(sub-corporate)

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24Special Chapter Identifier Considerations

As shown the NorthwestChapter incorporates the nameof the organization from whichit grew — Data CenterRoundtable. Typically, this logowould be used, as shown inexample A for two years — 7x24Exchange logotype as primarylevel of information, DataCenter Roundtable as the sec-ondary level and NorthwestChapter as tertiary informationlevel. After the image equity ofthe Data Center Round Tablehas been transferred to theNorthwest Chapter of 7x24Exchange, typically two years, adecision would be made as towhether or not continued refer-ence to the Data CenterRoundtable was still beneficial.If it were decided the associa-tion was still beneficial, i.e., allimage equity had not yet beentransferred, the relative levels ofthe Data Center Roundtable andNorthwest Chapter would bereversed as shown in example Band two years later reference tothe Data Center Roundtablewould be dropped as shown inexample C. Alternatively ifafter two years it was decidedreference to the Data CenterRoundtable was marginal itwould be dropped and thegroup would move directly tothe logo shown in example C.

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24Primary Service Identifiers

Satis pretosius saburreamputat vix parsimoniazothecas, quod utilitasquadrupei corrumperetCaesar, et concubineneglegenter praemunietAugustus.

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24General Use of Primary Identifiers—Color

Consistent use of theidentifier is.... 7 Change

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The 7x24 primary identifier (logotype)should always be surrounded with generous white space, and provide strongcontrast against a background.

Using the white logo is permisable onlywhen enough contrast is provided.

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Do not disrupt the silhouette of the identifier with a shape or other element.

Never use identifier with a conflicting,competitive or cluttered background orsurroundings.

X

X


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24General Use of Secondary Identifiers—Black & White

Consistent use.... 7 Change

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The greyscale primary identifier (logo-type) should always be surrounded with generous white space, and provide strongcontrast against a background.

Using the white logo is permisable onlywhen enough contrast is provided.

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Do not use identifier against a back-ground that does not provide sufficientcontrast or close in a shape.

Never use identifier with a conflicting,competitive or cluttered background orsurroundings.

X

X


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24Color

Consistent use of color... Pantone 032*Himus gulosussyrtes, quod perspi-cax chirographipraemunietcathedrailis fidu.

WhiteHimus gulosussyrtes, quod perspi-cax chirographi prae-muniet cathedrailisfidu.

BlackHimus gulosussyrtes, quod perspi-cax chirographipraemunietcathedrailis fidu.

OptionalHimus gulosussyrtes, quod perspi-cax chirographi prae-muniet cathedrailisfidu.

* PANTONE is a registered trademark of Pantone, Inc.


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24Typography

Two type fonts have beenchoosen ....

Frutiger blackFrutiger black italicFrutiger boldFrutiger bold italicFrutigerFrutiger italic

Palatino boldPalatino bold italicPalatinoPalatino italic



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24Stationery, Literature and FormsExamples, samples and templates

The following pages displaygraphic use of the 7x24 Logo inthe number of typical sta-tionery, literature and formapplications. In addition, linksare provided to pdf-and-tif-filesand word templates for use byapproved/recognized chaptersand subsidiaries.

The end-to-end reliability forum.

Directors and Officers

ChairmanRobert CassilianoComdisco, Inc.

President Howard W. LevisonFacilities Management Associates

Vice President David SjogrenStrategic Facilities, Inc.

Secretary Thomas R. BelesimoMerrill Lynch & Co.

TreasurerJohn OyhagarayPSE&G of NJ

Programs

Spring ‘97David Sjogren

Fall ‘97John Oyhagaray

Spring ‘98David DiQuinzio

Chapters

National Board ChairpersonDavid DiQuinzio

Bay Area Chapter Eric AdrianBank of America

Midwest ChapterJames HundleyDST Systems

NorthwestJan AlfiereBoeing ISS

NewsletterJoseph PaladinoAxiom Group Inc.

7x24 Exchange P.O. Box 3697New York, NY 10163Phone: 212 575-2275 Fax: 212 575-2808

Formerly the

Uninterruptible Uptime Users Group

The end-to-end reliability forum.Directors and OfficersChairmanRobert CassilianoComdisco, Inc.

President Howard W. LevisonFacilities Management AssociatesVice President

David SjogrenStrategic Facilities, Inc.Secretary Thomas R. BelesimoMerrill Lynch & Co.

TreasurerJohn OyhagarayPSE&G of NJ

Programs

Spring ‘97David SjogrenFall ‘97John OyhagaraySpring ‘98David DiQuinzio

Chapters

National Board ChairpersonDavid DiQuinzioBay Area Chapter Eric AdrianBank of AmericaMidwest ChapterJames HundleyDST SystemsNorthwestJan AlfiereBoeing ISS

NewsletterJoseph PaladinoAxiom Group Inc.

7x24 Exchange P.O. Box 3697New York, NY 10163Phone: 212 575-2275 Fax: 212 575-2808

Formerly the Uninterruptible Uptime Users Group

January 16, 1998

Mr. John R. BordenEng MgrLandis & Staefa801 Asbury Dr.Buffalo Grove, IL 60089-4513Dear John:

Thank you for your interest in 7x24 Exchange. As you can see, we just changed

our name from Uninterruptible Uptime Users Group (UUUG) to better reflect

our mission, to upgrade our image and signal our increased effort to include the

increasingly important network function in addition to facilities and information

service. We are revising our information kit, however, the enclosed material,

which you requested, is still accurate.The leading knowledge exchange for those who influence mission-critical enter-

prise information infrastructures, 7x24 Exchange seeks to improve end-to-end

systems availability by promoting dialogue among those who design, build, use

and main aim them.

Formed in 1989, we hold two national conferences each year, publish a semi-

annual newsletter, conduct FAX Forums and, shortly, weÕll introduce an Internet

Home Page. These vehicles discuss issues, raise concerns and promote informa-

tion-sharing not done elsewhere. We seek input and assistance from profession-

als in all affected areas to help refine and expand this new profession. Further,

our chapters promote dialogue on local issues and provide feedback on these

issues at the national level.Membership dues are paid annually - $300 for Users and $600 for those outside

the User community.

Again, thanks for your interest. We look forward to you joining the dialogue and

hope you will join us at our Spring Conference in Tampa, Florida, May 17-20

look for details in our Winter Newsletter.Regards,

Joseph Paladino

PS: Please review our database information, correct any errors, fill in missing

information and Fax changes to us.

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24Literature Stardards—Newsletter


GridParsimonia oratori spin-osus miscere Aquae Sulis.Augustus lucide agnascorconcubine. Gulosus ruresvocificat plane saetosusumbraculi, etiam vixquinquennalis zothecasamputat oratori,quamquam rures fer-mentet cathedras.

Saburre infeliciterconubium santet syrtes,semper cathedras insectatsyrtes, ut plane utilitasfiducia suis praemunietconcubine.

Saburre frugaliteradquireret Aquae Sulis,

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24 NewsVolume1, Number 1

7x24 Exchange

Regional Chapter

P.O. Box 0000

Anyville, RN 00000

000 555-0000

Mission Statement

The mission Regional Chapter of the

7x24 Exchange is to provide an open

educational forum dedicated to the

continuous improvement and

increased awareness of data center

reliability fucsing on the key disi-

plines of design, construction, main-

tenence, security and management

with the goal of obtaining continu-

ous data center operations.

Calendar

January 11, 1998

Regional Chapter Meeting

Winter Session

February 2, 1998

Local Plant Tour

Issue Contents

President’s Message

Welcome New Members

National Conference Preview

Structural Failure

Notice:

Satis tremulus cathedras vix fru-

galiter suffragarit agricolae. Octavius

vocificat cathedras. Apparatus bellis

celeriter prae

12/14 Frutiger Bold in Red SubheadVix gulosus zothecas divinus corrumperet Caesar. Fragilis matrimoniicomiter senesceret rures. Medusa praemuniet Octavius, iam quinquennalissyrtes senesceret zothecas.

Adfabilis rures iocari syrtes, quamquam quadrupei insectat verecundus chirographi,quod tremulus apparatus bellis lucide suffragarit gulosus umbraculi. Fiducia suisoptimus divinus corrumperet vix fragilis cathedras, utcunque quinquennalis zothe-cas comiter insectat parsimonia quadrupei. Matrimonii circumgrediet quadrupei.

Aegre adfabilis oratori amputat agricolae. Gulosus catelli senesceret chi-rographi, etiam utilitas matrimonii celeriter miscere Pompeii, ut cathedrasfrugaliter iocari plane parsimonia oratori. Fragilis syrtes praemuniet catelli.Pessimus adlaudabilis cathedras imputat rures. Quadrupei insectat fragilisumbraculi. Satis utilitas agricolae spinosus parsimonia apparatus bellis.Matrimonii amputat fragilis syrtes, quod satis pretosmp.

State of the ChapterAgricolae amputat tremulus zothe-cas, quod matrimonii aegre fortiterdeciperet fiducia suis. Quinquennalis agricolae praemuniet pessimuspretosius umbraculi.

Oratori frugaliter insectat plane util-itas ossifragi. Matrimonii circum-grediet Pompeii. Aegre quinquen-nalis syrtes verecunde fermentetpessimus verecundus zothecas, sem-per lascivius catelli neglegenteragnascor fragilis saburre. Octaviusdeciperet. Quinquennalis umbraculisenesceret bellus ossifragi. Medusaspinosus adquireret plane fragilisquadrupei. Saburre insectat cathe-dras. Rures vix parsimonia saburre.

Quinquennalis rures imputat aegrefragilis oratori, iam catheMedusapessimus verecunde insectat Caesar.

Zothecas suffragarit rures

ApparOratori imputat ossifragi.Verecundus chirographi fermentetCaesar, utcunque satis adfabiliszothecas amputat saetosus rures.Syrtes adquireret plane lasciviusrures. Optimus parsimonia agricolaedeciperet catelli, et saburre lucidecircumgrediet oratori.

QuamquamoThecas

agnascor syrtes, ut tremulus saburresuffragarit oratori. Cathedras negle-genter praemuniet ossifragi. Pessimus gulosus fiducia suis miscereoptimus fragilis umbraculi, et fidu-cia suis circumgrediet agricolae.Adlaudabilis zothecas agnascor util-itas apparatus bell drupei fermentetsatis comiter conubium santet parsi-monia fiducia suis, quamquam perspicax catelli frugaliter insecta.


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24Literature Stardards—Newsletter


GridParsimonia oratori spin-osus miscere Aquae Sulis.Augustus lucide agnascorconcubine. Gulosus ruresvocificat plane saetosusumbraculi, etiam vixquinquennalis zothecasamputat oratori,quamquam rures fer-mentet cathedras.

Saburre infeliciterconubium santet syrtes,semper cathedras insectatsyrtes, ut plane utilitasfiducia suis praemunietconcubine.

Saburre frugaliteradquireret Aquae Sulis,

Concubinefortiter vocifi-cat gulosussaburre.Pessimustremulus agri-colae planefrugaliter

Concubinefortiter vocifi-cat gulosussaburre.Pessimustremulus agri-colae planefrugaliter


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24Literature Stardards—Handbook

Upon becoming a member...

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98 U

pd

ate

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and

bo

ok


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24Fax

To come..


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24Business Form—Invoice

To come...


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24Conference Badge

To come...


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24Microsoft Word Templates

Templates will be avail-able from the nationaloffice for:

To come...

Chirographi mis-cere umbraculi,quod belluszothecas satisceleriter corrump eret Pompeii.Caesar pessimusfortiter agnascorAugustus, iammatrimonii fer




PC98-fax

PC98-fax

PC98-elecronic letterhead

PC98-fax


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24Art files available from National office.

Files will be availablefrom the national officefor: To come...

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Perspicax apparatus bellis aegrelucide imputat AquaeSulis. Agricolae adquir-eret incredibiliter

Fcax apparatus bellis aegre lucideimputat Aquae Sulis.Agricolae adquireretincredibiliter

Hpparatus bellis aegre lucide imputatAquae Sulis. Agricolaeadquireret incredibiliter

Npicax apparatus bellis aegre lucideimputat Aquae Sulis.Agricolae adquireretincredibiliter


Remember—These guidelines, usedconsitantly throughoutthe organization, willsupport the visual andoverall strength of 7x24 Exchange.

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Documents

724 CI Manual/01/27/98