Basic GuidelinesDRAFT

�

Table of Contents

Introduction 3

OURSIGNATURE

PrimarySignature 5

PrimarySignaturewithTagline 6

SignaturewithDepartmentLock-ups 7

Clearspace 8

MinimumSize 9

ColorPalette 10

Typography 11

ColorVariations 12

BackgroundControl 13

Supergraphic 14

SignatureMisuses 15

SignatureNamingConvention 16

APPLICATIONS

PressRelease 18

Advertisements 19

Websites 20

TradeShow 21

PromotionalItems 22

�

Introduction

Readyisapublicservicecampaignsponsoredby

theU.S.DepartmentofHomelandSecurityto

educatethepublic,onacontinuingbasis,about

howtobepreparedincaseofanationalemer-

gency—includingapossibleterroristattack.

Asthepublicrepresentationofthiscampaign,the

Readysignaturemustbereproducedwithcare

andprecision.Consistentreproductionacrossall

typesofapplications—printmaterials,presenta-

tions,advertisements,Websites,exhibitsand

evenstationery—willreinforceourmissionand

resultinagreaterawarenessofReady.

Thismanualexplainsthesignatureandthebasic

specificationsforreproduction,includingcolor

andsizerequirements.Examplesofunaccepat-

ableapplicationofthisidentitysystemhavealso

beenincluded.

Pleasemakeuseoftheseguidelinesandthe

approveddigitalartworkwhenreproducingthe

Readysignature.

Our Signature

Primary Signature

TheReadysignatureismadeupoftwo

elements—thesymbolandthewordmark.

TheSymbol:

Oftenreferredtoasthe“doublecheck”mark,

thesymbolrepresentsthesharedresponsibility

betweentheU.S.governmentandtheAmeri-

canpeopletobepreparedincaseofanational

emergency.

InspiredbytheHomelandSecuritycolorpalette,

thecolorgreenwasselectedtoconveytheideaof

movingforwardandtakingthenextstep.

TheWordmark:

Theword“Ready”istobeplacedtotheleftofthe

symbolandsetinFoundrySansDemi.

�

Wordmark

Symbol

Primary Signature with Tagline

TheTagline:

Thetagline—Prepare.Plan.StayInformed.—

reinforcesthecampaign‘smessageoftaking

actionandbeingprepared.

ThetaglineissetinFoundryWilsonNormaland

alignedflushleftwiththeReadywordmark.

�

Tagline

Wordmark

Symbol

Specific Initiative Signatures

WithintheReadycampaign,therearespecific

initiativesfortargetedaudiences.Their

identities—America,Business,andKidsareset

inFoundrySansLightandlockedupwiththe

Readysignatureasshownintheseexamples.

�

Exampleoflockupwithtagline

�

Clear Space

Toensuretheprominenceandlegibilityofthe

Readysignature,alwayssurrounditwithafieldof

clearspace.Thisfieldareaisolatesthesignature

fromcompetinggraphicelements,suchastext,

photographyorbackgroundpatterns,thatmaydi-

vertattentionfromthesignature.Asshowninthe

exhibittotheright,theminimumallowableclear

spaceforthesignatureisequaltothecapheight

oftheReadywordmark.

Primarysignature

Signaturewithtagline

Signaturewithlock-up

Minimum Size

TheReadySignaturemustalwaysbelegibleand

recognizable.Therefore,neverreproducethesig-

naturebelowitsminimumdistanceof1”inwidth.

Theexhibitsatrightareshownatactualsize.

�

1”

1”

1”

Primarysignature

Signaturewithtagline

Signaturewithlockup

Color Palette

TheReadycolorpaletteconsistsofReadyGreen,

ReadyLightGreenandReadyGray.Thesecolors

togethermakeuptheReadysignature.These

colorsareequivalenttothePANTONEnumbers

listedinthetableatright.For4-colorprocess

printing,refertotheCMYKvaluesshownonthe

right.Foron-screenapplications(video,broad-

cast),refertotheRGBVideovaluesspecified.For

Webapplications,refertotheRGBWebvalues.

10

Pantone® CMYK RGB RGB (Video) (Web)

ReadyGreen PMS370 64510024 891340 511530

ReadyLightGreen PMS370 2204011 176206134 ??? (40%tint)

ReadyGray CoolGray10 00060 98100105 102102102

ThePANTONEandCMYKvaluesprovidedcanbeusedonbothcoatedanduncoatedpaperwhenprinting.Althoughvariationsincolorwilloccur,trytomatchthecolorsascloselyaspossible.ThecolorsshownthroughoutthismanualhavenotbeenevaluatedbyPantone,Inc.,foraccuracyandmaynotmatchthePANTONEColorStandards.PleaserefertothecurrenteditionofthePantonecolorformulaguide.PANTONE®isaregisteredtrademarkofPantone,Inc.

Typography

Tohelpcreateaconsistentlookandfeelforall

Readymaterials,twotypefaces—FoundrySans

DemiandFoundryWilson—arepreferred.

ForbodycopytheuseofFoundrySansLightor

Mediumispreferred.

FoundryWilsonNormalispreferredforheadlines.

Asanalternative,FoundrySansDemiisaccept-

able,butitshouldbeusedsparingly.Forsecond-

aryheadlines,FoundrySansMediumandorLight

canbeused.

InthefewapplicationswheretheFoundrytype-

facesareunavailable–MSWord,PowerPoint,etc.

–ArialandTimesNewRomanmaybesubstituted.

However,sincetheFoundrytypefacesareintegral

totheReadyvisualidentity,ArialandTimesNew

Romanshouldonlybeusedwhenunavoidable.

11

FoundrySansLight

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1��4�����!@#$%&*?

Foundry Sans Medium

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ123456789!@#$%&*?

Foundry Sans Demi

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ123456789!@#$%&*?

Foundry Wilson NormalabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ123456789!@#$%&*?

4-COLORPROCESS 2-COLORSPOTWITHTINT 1-COLORSPOTWITHTINT

CMYK ReadyGreen,ReadyLightGreen, ReadyGreenand andReadyGray ReadyLightGreen

1-COLORSPOT 1-COLORBLACKWITHTINT 1-COLORBLACK

ReadyGreenand Black BlackReadyLightGreen

1-COLORSPOT REVERSEWITHTINT REVERSE

ReadyGreenand 40%BlacktintReadyLightGreen

Color Variations

Wheneverpossible,the2-colorspotwithtint

signatureshownontherightshouldbeused

inofficialcommunications,suchasletterhead,

businesscardsandenvelopes.Ininstanceswhen

4-colorprintedcommunicationspiecessuchas

brochures,advertisingorothermarketingmateri-

alsarerequired,the4-colorprocesssignature

shouldbeused.

Toaccomodateavarietyofapplications,thereare

additionalcolorvariationsofthepreferredsigna-

ture,including1-colorspotwithtint,1-colorspot,

1-colorblackwithtint,1-colorblackandtheir

respectivereversesignatures.

Examplesoftheapproveddigitalartworkare

shownattheright.Forcolorspecifications,see

thecolorpalettesectiononpage11.Naming

conventionsforthesignaturescanbefoundon

page18.

1�

POSITIVESIGNATURES

REVERSESIGNATURES

Background Control

Whiteisthepreferredbackgroundcoloronwhich

toplacetheReadysignature.Awhitebackground

providesaclean,crispcontrast.

Whenthesignatureappearsoncolorback-

groundsorphotographs,theremustalwaysbe

sufficientcontrastbetweenthebackgroundor

photographandthesignaturecolors.Ifanapplica-

tionnecessitatesabackgroundthatdoesnotsup-

plysufficientcontrastforthefull-colorsignature,

oneofthereversevariationsshouldbeused.

1�

Thepreferredsignatureshouldappearonawhitebackground.

ThesignatureshouldNOTappearonphotographsthataredistracting.

Thepreferredsignatureshouldonlyappearonapprovedcolorbackgrounds

thatprovidesufficientcontrast.

ThesignatureshouldNOTappearoncolorbackgroundsthatdonotprovidesufficientcontrast,norshould

itappearonanyunapprovedcolors.

Thepreferredreversesignaturecanappearoncolorbackgrounds

thatprovidesufficientcontrast.

ThesignatureshouldNOTappearoncolorbackgroundsthatdonotprovidesufficientcontrast.

Thepreferredreversesignaturecanappearonablackbackground.

14

Using the Symbol as a Graphic Element

TheReadysymbolmaybeusedasagraphicelementtoprovideanadditionalbrandelement.

ThesymbolcanbeusedasatransparencyoverphotographyandcanbeusedasatransparenttintofReadyGreen,ReadyGrayorwhite.

Theseexamplesshowtheapprovedvariationsforusingthesymbolasagraphicelement.

Examplesofverticalusage.

Examplesofhorizontalusage.

Areatobeusedasasupergraphic.

Exampleoftransparencyonimage.

Signature Misuses

IncorrectuseoftheReadysignaturecancom-

promiseitsintegrityandeffectiveness.Shownat

rightisasmall,andbynomeanscomprehensive,

sampleofpossiblemisuses.

Toensureaccurateandconsistentreproduction

ofthesignature,alwaysusetheapproveddigital

artwork.Neveralter,addtoorrecreatetheReady

signature.

1�

Ready

Donotchangethearrangementofthepreferredsignaturelockup.

Donotchangethecolorofthesignature.

Donotre-typesetoroutlinethewordmark.

Donotdistortthesignature.

Donotconfinethesignature.

Donotre-typesetthesignature.

Signature Naming Convention

Usethisnamingconventionguidetoselectthe

appropriateelectronicsignatureforreproduction.

Thefileformatsprovidedareexplainedbelow.

EPSFormat:

TheEPSformatisforapplicationsthatrequire

high-resolutionartworkforreproduction—for

example,anythingthatispress-printedorfor

large-scaleprojectssuchasbannersorsignage.

EPSsignaturescanbeproportionallyscaled

(enlargedandreduced)withoutdegradationin

quality.EPSfilescanbeimportedintooropened

bypagelayoutandillustrationsoftwaresuchas

QuarkXPress,IllustratororPhotoshop.

JPEGandTIFFormats:

JPEGshavebeencreatedforuseinWeband

Microsoftapplications.JPEGsshouldneverbe

proportionallyenlargedbeyondthesizesupplied

asthequalitywilldegradequickly.TIFFsignatures

aresuitableforimportingintoapplicationssuch

asMicrosoftWord,PowerPointandpagelayout

programs.TIFFscanbeproportionallyreduced

butshouldonlybeslightlyenlarged,otherwise

distortionofthesignaturewilloccur.

CompatiblewithMacorPC:

EPS,JPEGandTIFFformatsworkonMacintosh

andWindowsplatforms.

1�

Applications

Press Release

SpecificationsforthePressReleaseareshownatright.Positionelementsonlyasdemonstratedhere,usingauthorizedreproductionart.

FORMAT8.5”x11”

STOCKInternationalPaperViaSmoothPureWhite,24lbWriting

DHSSEALUse4-colorprocesssignature

READYSIGNATUREUse4-colorprocesssignatureADDRESSType:8.5/10JoannaMTBoldColor:Black

DEPARTMENTType:8.5/10JoannaMTBoldColor:Black

FORIMMEDIATERELEASEType:20/24JoannaMTColor:ReadyGray

WEBSITEADDRESSType10/10JoannaMTSemiboldColor:ReadyGreenin4-cprocess

1�

U .S . D e p a r t m e n t o f H o m e l a n d S e c u r i t yW a s h in g to n , D C 2 0 5 2 8

Exhibitshownis50%.

Advertisements

Adscanbeveryeffectiveincommunicatingthe

life-savinginformationandservicesthatcanbe

providedintimesofcrisis.Compellinggraphic

ordramaticimageryshouldbeusedinorderto

grabattention.Theexampleatrighteffectively

illustrateswhatanadmightlooklike.

1�

Web Site

ThebasicstructureofaReadyWebpageisexhib-

itedhere.Thepageisdividedintotwomainareas:

anidentitybannerareaforthesignatureabove

andthecontentareabelow.Thebannerareawill

alwaysdisplaytheReadyidentity.

Theexampleatrightalsodemonstratestheuse

ofatransparentsymbolandtheReadysignature

withidentifiervariationslockup.

Thesespecificationsestablishthelookand

feeloftheReadyhomepage.

Thisexampleisfordemonstrationpurposesonly

anddoesnotrepresentanactualWebsitedesign.

�0

BannerArea

ContentArea

NavigationBar

Trade Show

Thetradeshowexampleshownatrightdem-onstratestheuseofthesymbol,signaturewithidentifiervariations,thetaglineandendorsesTheDepartmentofHomelandSecurityseal.

�1

Promotional Items

Somepromotionalitemssuchast-shirts,lapelpins

andwaterbottlesareshownatright.

Whenbrandingapromotionorspecialtyitem,the

messageshouldbesimpleandclear.

Theseexamplesarefordemonstrationpurposes

only.

��

Frontoft-shirt Backoft-shirt

Lapelpin

Waterbottle