Air National Guard

Official Websites

• https://www.nationalguard.mil
• https://www.goang.com

Brand Guidelines

2013

Brand Summary

Mission

• Not explicitly stated in the document.

Target Audience

• Not explicitly described, but implied to be organizations and individuals representing or promoting the Air National Guard.

Visual Identity Overview

• The visual identity centers on a bold, clear wordmark with strict guidelines for lock-up, color palette, clear space, minimum size, and usage. Approved graphics must be used without alteration, and the color palette is limited to PMS 647 (blue), PMS 7411 (orange), and black, ensuring consistency and strong brand recognition. The wordmark is never to be typeset except in body copy, and must not be altered, stretched, or placed on low-contrast backgrounds. Layouts emphasize clarity, boldness, and accessibility, with precise placement and clear margins around the wordmark.

Categories

Logo Usage

• ALWAYS use the approved graphics provided. Excluding proportional enlargement and reduction, this graphic may not be altered in any way. See notes on approved color, state usage, and alternate lockups in the following pages.
• The horizontal wordmark is only to be used in a situation where the space is an extreme horizontal (i.e., lanyards, pencils, pens, a book spine, etc.).
• This lock-up should be used in almost all instances. This is the preferred wordmark lock-up.
• The “clear space” is a clear margin surrounding the Air National Guard wordmark. It provides a visual buffer to separate the wordmark from any other graphic elements. Keep this area free of trim edges, typography, or any distracting imagery. The only exception is when the wordmark is locked up next to a rule.
• The clear space is based on the height of the “D” in “Guard” (x) measurement found within each respective Air National Guard wordmark. A wider margin of separation is strongly encouraged, wherever possible.
• The preferred wordmark lock-up should not be used any smaller than 1.25” wide. When including call to action, the minimum size should be 1.75” wide.
• For the state-specific wordmark lock-up, the wordmark should not be used any smaller than 1.75” wide. When including call to action, the minimum size should be 1.75” wide. However, when including the call to action with URL and phone number, the minimum size should be 2” wide.
• The color palette is a key element, providing a strong visual link to the brand identity across a wide range of applications. Consistent use of the color palette helps build strong brand recognition. All materials and messages must use colors from the approved color palette to ensure the consistency and integrity of the brand experience.
• On a white background: wordmark in PMS Blue 647, or in black ONLY if it’s being reproduced with black and white printing.
• On black or colored background: wordmark should knock out to white or surprint in black if the background is very light, and in PMS Blue 647 if the background is PMS 741.
• On a dark background only, the wordmark can also be PMS 7411.
• Design and layout variations of the Air National Guard wordmark not detailed in this Identity Guideline are strongly discouraged and the examples and variations shown are not recommended.
• The relationships between the various elements are fixed and must be reproduced from supplied electronic art files. They are to be used as a single and complete unit; the drawings of, the elements, or the relationships between elements may not be altered in any way.
• Do not typeset the name or alter the wordmark. The only exception to this is when the name is used in a body of copy and then it should be typeset in the same style as the rest of the body copy. Also, the Air National Guard should not be referred to as “Air Guard” in the wordmark. This can only appear typeset in body copy.
• Do not typeset “Air National Guard” in a different typeface.
• Do not alter the elements of the wordmark.
• Do not remove “National” from the wordmark so it says “Air Guard.”
• Do not use any other colors with the wordmark.
• Do not stretch the wordmark to fit the given space.
• Do not place the wordmark within a graphic shape of any kind.
• Do not use the wordmark on any image or textured background with less than 50% contrast.

Color Palette

• The color palette is a key element, providing a strong visual link to the brand identity across a wide range of applications. Consistent use of the color palette helps build strong brand recognition. All materials and messages must use colors from the approved color palette to ensure the consistency and integrity of the brand experience.
• PMS 647 C 100 M 56 Y 0 K 23 RGB 35, 97, 146 HEX 236192
• PMS 7411 C 0 M 35 Y 69 K 0 RGB 230, 166, 93 HEX E6A65D
• PMS Black C 0 M 0 Y 0 K 100 RGB 0,0,0 HEX 000000
• On a white background: wordmark in PMS Blue 647, or in black ONLY if it’s being reproduced with black and white printing.
• On black or colored background: wordmark should knock out to white or surprint in black if the background is very light, and in PMS Blue 647 if the background is PMS 741.
• On a dark background only, the wordmark can also be PMS 7411.
• Do not use any other colors with the wordmark.

Visual Style

• The “clear space” is a clear margin surrounding the Air National Guard wordmark. It provides a visual buffer to separate the wordmark from any other graphic elements. Keep this area free of trim edges, typography, or any distracting imagery. The only exception is when the wordmark is locked up next to a rule.
• The clear space is based on the height of the “D” in “Guard” (x) measurement found within each respective Air National Guard wordmark. A wider margin of separation is strongly encouraged, wherever possible.
• The preferred wordmark lock-up should not be used any smaller than 1.25” wide. When including call to action, the minimum size should be 1.75” wide.
• For the state-specific wordmark lock-up, the wordmark should not be used any smaller than 1.75” wide. When including call to action, the minimum size should be 1.75” wide. However, when including the call to action with URL and phone number, the minimum size should be 2” wide.
• The color palette is a key element, providing a strong visual link to the brand identity across a wide range of applications. Consistent use of the color palette helps build strong brand recognition. All materials and messages must use colors from the approved color palette to ensure the consistency and integrity of the brand experience.
• PMS 647: C 100, M 56, Y 0, K 23, RGB 35,97,146, HEX 236192
• PMS 7411: C 0, M 35, Y 69, K 0, RGB 230,166,93, HEX E6A65D
• PMS Black: C 0, M 0, Y 0, K 100, RGB 0,0,0, HEX 000000
• On a white background: wordmark in PMS Blue 647, or in black ONLY if it’s being reproduced with black and white printing.
• On black or colored background: wordmark should knock out to white or surprint in black if the background is very light, and in PMS Blue 647 if the background is PMS 741.
• On a dark background only, the wordmark can also be PMS 7411.

Layout And Composition

• The “clear space” is a clear margin surrounding the Air National Guard wordmark. It provides a visual buffer to separate the wordmark from any other graphic elements. Keep this area free of trim edges, typography, or any distracting imagery. The only exception is when the wordmark is locked up next to a rule.
• The clear space is based on the height of the “D” in “Guard” (x) measurement found within each respective Air National Guard wordmark. A wider margin of separation is strongly encouraged, wherever possible.
• The preferred wordmark lock-up should not be used any smaller than 1.25” wide. When including call to action, the minimum size should be 1.75” wide.
• For the state-specific wordmark lock-up, the wordmark should not be used any smaller than 1.75” wide. When including call to action, the minimum size should be 1.75” wide. However, when including the call to action with URL and phone number, the minimum size should be 2” wide.
• The horizontal wordmark is only to be used in a situation where the space is an extreme horizontal (i.e., lanyards, pencils, pens, a book spine, etc.). When used like this, or when the call to action includes only the phone number, it should be at least 1.25’’ wide. When the horizontal wordmark includes more than just the phone number, it must be 1.75’’ wide.
• For the state-specific horizontal wordmark lock-up, the wordmark should not be used any smaller than 1.75” wide. When including call to action, the minimum size should be 1.75” wide. However, when including the call to action with URL and phone number, the minimum size should be 2” wide.
• Design and layout variations of the Air National Guard wordmark not detailed in this Identity Guideline are strongly discouraged and the examples and variations shown are not recommended.
• The relationships between the various elements are fixed and must be reproduced from supplied electronic art files. They are to be used as a single and complete unit; the drawings of, the elements, or the relationships between elements may not be altered in any way.
• Do not typeset the name or alter the wordmark. The only exception to this is when the name is used in a body of copy and then it should be typeset in the same style as the rest of the body copy. Also, the Air National Guard should not be referred to as “Air Guard” in the wordmark. This can only appear typeset in body copy.
• Do not typeset “Air National Guard” in a different typeface.
• Do not alter the elements of the wordmark.
• Do not remove “National” from the wordmark so it says “Air Guard.”
• Do not use any other colors with the wordmark.
• Do not stretch the wordmark to fit the given space.
• Do not place the wordmark within a graphic shape of any kind.
• Do not use the wordmark on any image or textured background with less than 50% contrast.

Additional Properties