America’s NAVY

📋 1 Guidelines

🔗 Connections

Sector

Public sector Defense

Region

Usa

Guideline Year

2019

Language

English

Tags

Military

Official Websites

Brand Guidelines

2019

Categories

Brand Voice
  • To create a cohesive brand, it is important to use one voice across all platforms. The voice of America’s Navy should convey the same principles upheld by the men and women serving in the Navy. For example: pride, integrity, dedication, commitment and confidence. Ours is a voice that is bold, true, loyal and strong.
Brand Imagery
  • The image treatment is high contrast and slightly desaturated with a subtle steel gray overlay to give all the images a cinematic tone. The tutorial for this look is on page 60.
  • All photography should feel cinematic, allowing each photo to tell its own story. Each image should have a single focus, using people as the primary subject as much as possible.
  • Use photos with a focus on the human element as much as possible. The subject(s) occupy the main focal point and images should be dynamic and candid.
Color Palette
  • The America’s Navy logo has preferred color choices (see color formulas on page 38). The logo can be black on light backgrounds or white on dark backgrounds. The logo must be clearly visible and identifiable, without compromise to its full graphic identity, regardless of its color or that of the background it is on.
  • Black: Pantone Black C
  • Navy Blue: Pantone 303 C
  • White
  • COLOR PALETTE: PRINT Navy Blue CMYK Pantone 100, 70, 45, 60 303 C Blue CMYK Pantone 88, 45, 15, 0 7690 C Gray Yellow CMYK 0, 26, 100, 9 Pantone 1235C
  • COLOR PALETTE: DIGITAL Navy Blue Navy White For use in place of white RGB 255, 254, 249 Hex fffef9 Navy Black For use in place of black RGB Hex 2, 42, 58 022a3a Gray RGB Hex 0, 118, 169 0076a9
  • Don’t use any color other than one in the approved logo palette-see page 38.
  • Don’t use more than one color within the logo or any of its elements.
  • On white backgrounds, don’t use a drop shadow behind the logo.
  • Don’t add any effects to the logo such as bevel, emboss, etc.
  • Don’t use any photography or graphics in front of or interacting with the logo.
  • Don’t use multiple colors within the eagle.
  • Don’t outline the eagle.
  • Don’t fill the logo with any pattern or image, only the approved solid colors-see page 38.
  • The data bar can be white or Navy Blue. Use white on dark backgrounds and use Navy Blue on light backgrounds. All elements should be the same color; do not mix and match white, Teal Blue or Navy Blue in the data and wordmark graphic element.
  • Headlines use Navy Blue color. Secondary graphics use Teal Blue color.
  • The data bar can be white or Navy Blue. Use white on dark backgrounds and Navy Blue on light backgrounds. All elements should be the same color; do not mix and match white, Teal Blue or Navy Blue in the data and tagline wordmark graphic element.
  • The tagline wordmark can be white or Navy Blue. Use white on dark backgrounds and use Navy Blue on light backgrounds. All elements should be the same color; do not mix and match white, Teal Blue or Navy Blue in the data and tagline wordmark graphic element.
Typography
  • Typography is a key component that helps maintain the integrity of our visual brand and creates a distinctive style for our communications.
  • The primary typeface for our brand is Liberator. Liberator is a modern expression of the traditional type stenciling used within the Navy. This typeface should be used primarily for headlines.
  • Roboto Slab is used as a complement to the bold, sans serif Liberator. The thin slab serif pairs well while maintaining the strength and sophistication of the Navy brand.
  • Roboto is to be used only for long copy and occasionally on digital where a sans serif font is needed for legibility. Use this typeface only when necessary. Default to Roboto Slab for secondary type as much as possible.
  • Roboto is recommended for long copy in print at size 9 pt with 12 pt leading, as used throughout the brand guide. Scale up or down as needed maintaining the size and leading ratio.
  • Roboto is recommended in digital at a minimum of 12 pt with 18 leading. The general rule should be that the leading is 1.5x the pt size. Scale as needed.
  • The primary typeface for our brand is Liberator.
  • LIBERATOR heavy
  • Secondary Typeface Roboto Slab ROBOTO SLAB Bold, Regular, Light
  • Long Copy/Digital Typeface Roboto
  • ROBOTO Bold, Medium, Regular, Light
  • All typography should be left aligned, except for use in the data section. Body copy should be no longer than two lines. For body copy longer than two lines, see pages 36 and 48.
  • Headlines Liberator Size: 48 Tracking: 10 Leading: 43
  • Headlines {Range) Liberator Size: 40-55 Tracking: 10 Leading: 35-50
  • Body Copy Roboto Slab Regular Size: 9 Tracking: 75 Leading: 12
  • Subheads should not exceed two lines. If copy is longer than two lines, see pages 36 and 48.
  • Data* Roboto Slab Regular Size: 5.5 Tracking: 75 Leading: 10
  • Body copy should be no longer than two lines. For body copy longer than two lines, see pages 36 and 48.
  • All typography should be left aligned, except for use in the data section.
  • Body copy should be no longer than 400 characters.
  • Headlines {Preferred) Liberator Size: 48 Tracking: 10 Leading: 43
  • Body Copy Roboto Slab Regular Size: 9 Tracking: 15 Leading: 13
Logo Usage
  • The America’s Navy logo is the anchor point of our visual identity and the primary symbol of our brand. As we introduce an eagle icon and a tagline alongside the brand name, variations are inevitable. Each variation is labeled with its proper term on the following pages.
  • Use the lockup as the primary version of the logo.
  • When enough space allows, use the lockup. If space is limited or the gold pin is used, employ the wordmark.
  • The logo should only be used with the tagline on broadcast and specialty collateral.
  • The eagle icon should only be used as part of the lockup. The only time it can stand alone is on merchandise or as a gold pin mockup on collateral as a secondary graphic element (see page 31).
  • To create a unified look across all Navy communications, rules and guidelines relating to the America’s Navy logo also apply to the America’s Navy Reserve logo. Please follow the same brand look (fonts, colors, graphic elements, tone of voice, etc.) for all America’s Navy Reserve communications.
  • Don’t change the size, relationship of the elements of the logo.
  • Don’t outline the logo.
  • Don’t distort the logo.
  • Don’t use the logo without the registration symbol.
  • Don’t fill the logo with any pattern or image, only the approved solid colors-see page 38.
  • Don’t use any color other than one in the approved logo palette-see page 38.
  • Don’t use more than one color within the logo or any of its elements.
  • On white backgrounds, don’t use a drop shadow behind the logo.
  • Don’t add any effects to the logo such as bevel, emboss, etc.
  • Don’t use any photography or graphics in front of or interacting with the logo.
  • Don’t create new relationships with the elements of the logo.
  • Don’t place the logo on an angle.
  • Don’t change the space between the elements of the logo.
  • Don’t change the typeface of the logo or tagline.
  • Don’t use any previous versions of the logo.
  • Don’t use multiple colors within the eagle.
  • Don’t outline the eagle.
  • Don’t use the gold pin in place of the vector eagle.
  • The America’s Navy logo has preferred color choices (see color formulas on page 38). The logo can be black on light backgrounds or white on dark backgrounds. The logo must be clearly visible and identifiable, without compromise to its full graphic identity, regardless of its color or that of the background it is on.
  • The area of isolation is defined as the clear, unimpeded space surrounding the logo. The clear space should be proportional to ½ the height of the letter “N” in the America’s Navy wordmark. Graphic elements that interfere with the clear recognition of the logo—including type, photographs or illustrations—should not be placed within this area or behind the logo. The area of isolation should be observed when placing the logo near the edge of the page canvas.
  • To ensure legibility and clarity, the minimum recommended height of the logo is 0.75" with the tagline and 0.50" without the tagline. Height is measured from the top of the proprietary “A” in America’s Navy to the bottom of the logotype.
  • For any usage less than 0.50", default to the wordmark.
  • The Forged by the Sea tagline should never be manually placed beneath the logo. Use the existing art displayed here. It includes all necessary assets.
  • Minimum height of the tagline lockup is 0.75"
  • Minimum height of the lockup is 0.5"
  • Minimum height of the tagline wordmark is 0.75"
  • Minimum height of the wordmark is 0.5"
Tone And Messaging
  • Our brand messaging must accomplish three things: • Instill pride for the Navy in the American public by demonstrating the importance of the Navy mission to our country in the 21st century. • Create reverence for the institution and admiration for the men and women who serve. • Elevate the Navy as an employer to support recruiting and build a stronger force. Following these three principles throughout all communications will ensure that we stay true to the Navy’s core values of honor, courage and commitment as we evolve our dialogue.
  • To create a cohesive brand, it is important to use one voice across all platforms. The voice of America’s Navy should convey the same principles upheld by the men and women serving in the Navy. For example: pride, integrity, dedication, commitment and confidence. Ours is a voice that is bold, true, loyal and strong.
  • It’s important for America to feel ownership of their Navy—the largest, strongest and most technologically advanced in the world. From now on, we will refer to the Navy as America’s Navy. No other variation (e.g., the Navy of America, Our Navy, American Navy) should be used. It will always be written in Title Case.
  • The tagline will always be written in Title Case: (e.g., Forged by the Sea).
  • Please follow the same brand look (fonts, colors, graphic elements, tone of voice, etc.) for all America’s Navy Reserve communications.
Brand Values
  • Our brand promise was forged by the six pillars that define America’s Navy. Together, these pillars form a platform upon which we base all communications.
  • Strength of body and mind–built from coming together as a united defense force working with the sea.
  • Boundless opportunities for transformation, both personal and professional, within and beyond the Navy.
  • A structured environment that fosters paths toward a focused career and life.
  • True camaraderie–a family away from family; unprejudiced human connections exist here.
  • We are an entity dedicated to innovating and mastering cutting-edge technologies and driving creative solutions.
  • Beyond a job or leisurely travel, the Navy offers cultural enlightenment and self-discovery.
  • Following these three principles throughout all communications will ensure that we stay true to the Navy’s core values of honor, courage and commitment as we evolve our dialogue.
  • The voice of America’s Navy should convey the same principles upheld by the men and women serving in the Navy. For example: pride, integrity, dedication, commitment and confidence. Ours is a voice that is bold, true, loyal and strong.
Visual Style
  • The America’s Navy logo is the anchor point of our visual identity and the primary symbol of our brand. As we introduce an eagle icon and a tagline alongside the brand name, variations are inevitable. Each variation is labeled with its proper term on the following pages.
  • Use the lockup as the primary version of the logo.
  • When enough space allows, use the lockup. If space is limited or the gold pin is used, employ the wordmark.
  • The logo should only be used with the tagline on broadcast and specialty collateral.
  • The eagle icon should only be used as part of the lockup. The only time it can stand alone is on merchandise or as a gold pin mockup on collateral as a secondary graphic element (see page 31).
  • The America’s Navy logo has preferred color choices (see color formulas on page 38). The logo can be black on light backgrounds or white on dark backgrounds. The logo must be clearly visible and identifiable, without compromise to its full graphic identity, regardless of its color or that of the background it is on.
  • Black: Pantone Black C
  • Navy Blue: Pantone 303 C
  • White
  • The area of isolation is defined as the clear, unimpeded space surrounding the logo. The clear space should be proportional to ½ the height of the letter “N” in the America’s Navy wordmark. Graphic elements that interfere with the clear recognition of the logo—including type, photographs or illustrations—should not be placed within this area or behind the logo. The area of isolation should be observed when placing the logo near the edge of the page canvas.
  • To ensure legibility and clarity, the minimum recommended height of the logo is 0.75" with the tagline and 0.50" without the tagline. Height is measured from the top of the proprietary “A” in America’s Navy to the bottom of the logotype.
  • For any usage less than 0.50", default to the wordmark.
  • The Forged by the Sea tagline should never be manually placed beneath the logo. Use the existing art displayed here. It includes all necessary assets.
  • Minimum height of the tagline lockup is 0.75"
  • Minimum height of the lockup is 0.5"
  • Minimum height of the tagline wordmark is 0.75"
  • Minimum height of the wordmark is 0.5"
  • Line weight for 8" × 10" print is .5 pt. To scale the graphic up or down, expand the line weight so that it scales proportionately and maintains the look of the graphic.
  • Do not stretch or add additional stripes to the chevron portion of the graphic element. Keep spacing between the chevrons the same. If the size of the box needs to change horizontally, adjust the content box widths only, and to adjust the height, scale the entire graphic proportionately and adjust the width as necessary.
  • The width of this graphic should not be any greater than the included preset on 8" × 10".
  • Do not use this bar in any way other than the shown example. Do not place any other graphics, images, or items within the box other than the body copy and gold logo pin. Do not place this bar anywhere other than the approved spacing below the headline.
  • For the data lockup on 8" × 10" ads, the divider line weight is .5 pt and should always match the chevron bar’s line weight. To scale the graphic up or down, expand the line weight so that it scales proportionately and maintains the look of the graphic.
  • The color of all the elements should be the same. Do not adjust the spacing between the data, the divider line and the logo. Scale the graphic element as a unit when using it across different sizes.
  • The gold pin version of the eagle icon should be used within the container and scaled as a unit with the rest of the bar graphic. Do not adjust the size of the pin within its container and always maintain its spacing around it. This pin is not to be used anywhere other than on print and digital collateral. It must always be accompanied by the America’s Navy wordmark elsewhere on the graphic.
  • The Navy.com mark should be used as provided whenever the website is referenced in collateral. Only fill with the approved solid colors. Do not add this to the logos in any way–this is a standalone mark.
  • Use a divider line allowing space on either side of it. Both logos should be the same size.
  • Stack both logos with ample white space between them.
  • The data bar can be white or Navy Blue. Use white on dark backgrounds and use Navy Blue on light backgrounds. All elements should be the same color; do not mix and match white, Teal Blue or Navy Blue in the data and wordmark graphic element.
  • All usage specs remain the same. Make all elements white and ensure their legibility. Do not use drop shadows. Instead, ensure the background is dark enough to support the designs.
  • The data bar can be white or Navy Blue. Use white on dark backgrounds and Navy Blue on light backgrounds. All elements should be the same color; do not mix and match white, Teal Blue or Navy Blue in the data and tagline wordmark graphic element.
  • Use the tagline wordmark. The tagline wordmark can be white or Navy Blue. Use white on dark backgrounds and use Navy Blue on light backgrounds. All elements should be the same color; do not mix and match white, Teal Blue or Navy Blue in the data and tagline wordmark graphic element.
  • Only use this version if body copy exceeds two lines. Body copy should be no longer than 400 characters.
  • Headlines use Navy Blue color. Body copy uses Teal Blue color.
  • Typography is a key component that helps maintain the integrity of our visual brand and creates a distinctive style for our communications.
  • The primary typeface for our brand is Liberator. Liberator is a modern expression of the traditional type stenciling used within the Navy. This typeface should be used primarily for headlines.
  • Roboto Slab is used as a complement to the bold, sans serif Liberator. The thin slab serif pairs well while maintaining the strength and sophistication of the Navy brand.
  • Roboto is to be used only for long copy and occasionally on digital where a sans serif font is needed for legibility. Use this typeface only when necessary. Default to Roboto Slab for secondary type as much as possible.
  • Roboto is recommended for long copy in print at size 9 pt with 12 pt leading, as used throughout the brand guide. Scale up or down as needed maintaining the size and leading ratio.
  • Roboto is recommended in digital at a minimum of 12 pt with 18 leading. The general rule should be that the leading is 1.5x the pt size. Scale as needed.
  • Liberator Size: 48 Tracking: 10 Leading: 43
  • Liberator Size: 40-55 Tracking: 10 Leading: 35-50
  • Roboto Slab Regular Size: 9 Tracking: 75 Leading: 12
  • Subheads should not exceed two lines. If copy is longer than two lines, see pages 36 and 48.
  • All typography should be left aligned, except for use in the data section. Body copy should be no longer than two lines. For body copy longer than two lines, see pages 36 and 48.
  • Roboto Slab Regular Size: 9 Tracking: 15 Leading: 13
  • Body copy should be no longer than 400 characters.
  • Roboto Slab Regular Size: 5.5 Tracking: 75 Leading: 10
Iconography
  • The eagle icon should only be used as part of the lockup. The only time it can stand alone is on merchandise or as a gold pin mockup on collateral as a secondary graphic element (see page 31).
  • Don’t use multiple colors within the eagle.
  • Don’t outline the eagle.
  • Don’t use the gold pin in place of the vector eagle.
  • The gold pin version of the eagle icon should be used within the container and scaled as a unit with the rest of the bar graphic. Do not adjust the size of the pin within its container and always maintain its spacing around it. This pin is not to be used anywhere other than on print and digital collateral. It must always be accompanied by the America’s Navy wordmark elsewhere on the graphic.
Layout And Composition
  • The area of isolation is defined as the clear, unimpeded space surrounding the logo. The clear space should be proportional to ½ the height of the letter “N” in the America’s Navy wordmark. Graphic elements that interfere with the clear recognition of the logo—including type, photographs or illustrations—should not be placed within this area or behind the logo. The area of isolation should be observed when placing the logo near the edge of the page canvas.
  • To ensure legibility and clarity, the minimum recommended height of the logo is 0.75" with the tagline and 0.50" without the tagline. Height is measured from the top of the proprietary “A” in America’s Navy to the bottom of the logotype.
  • For any usage less than 0.50", default to the wordmark.
  • The Forged by the Sea tagline should never be manually placed beneath the logo. Use the existing art displayed here. It includes all necessary assets.
  • Minimum height of the tagline lockup is 0.75"
  • Minimum height of the lockup is 0.5"
  • Minimum height of the tagline wordmark is 0.75"
  • Minimum height of the wordmark is 0.5"
  • Line weight for 8" × 10" print is .5 pt. To scale the graphic up or down, expand the line weight so that it scales proportionately and maintains the look of the graphic.
  • Do not stretch or add additional stripes to the chevron portion of the graphic element. Keep spacing between the chevrons the same. If the size of the box needs to change horizontally, adjust the content box widths only, and to adjust the height, scale the entire graphic proportionately and adjust the width as necessary.
  • The width of this graphic should not be any greater than the included preset on 8" × 10".
  • Do not use this bar in any way other than the shown example. Do not place any other graphics, images, or items within the box other than the body copy and gold logo pin. Do not place this bar anywhere other than the approved spacing below the headline.
  • For the data lockup on 8" × 10" ads, the divider line weight is .5 pt and should always match the chevron bar’s line weight. To scale the graphic up or down, expand the line weight so that it scales proportionately and maintains the look of the graphic.
  • The color of all the elements should be the same. Do not adjust the spacing between the data, the divider line and the logo. Scale the graphic element as a unit when using it across different sizes.
  • The gold pin version of the eagle icon should be used within the container and scaled as a unit with the rest of the bar graphic. Do not adjust the size of the pin within its container and always maintain its spacing around it. This pin is not to be used anywhere other than on print and digital collateral. It must always be accompanied by the America’s Navy wordmark elsewhere on the graphic.
  • The Navy.com mark should be used as provided whenever the website is referenced in collateral. Only fill with the approved solid colors. Do not add this to the logos in any way–this is a standalone mark.
  • Use a divider line allowing space on either side of it. Both logos should be the same size.
  • Stack both logos with ample white space between them.
  • All usage specs remain the same. Make all elements white and ensure their legibility. Do not use drop shadows. Instead, ensure the background is dark enough to support the designs.
  • Only use this version if body copy exceeds two lines. Body copy should be no longer than 400 characters.
  • Headlines use Navy Blue color. Body copy uses Teal Blue color.
  • The data bar can be white or Navy Blue. Use white on dark backgrounds and Navy Blue on light backgrounds. All elements should be the same color; do not mix and match white, Teal Blue or Navy Blue in the data and tagline wordmark graphic element.
  • Use the tagline wordmark. The tagline wordmark can be white or Navy Blue. Use white on dark backgrounds and use Navy Blue on light backgrounds. All elements should be the same color; do not mix and match white, Teal Blue or Navy Blue in the data and tagline wordmark graphic element.
Co Branding
  • Use a divider line allowing space on either side of it. Both logos should be the same size.
  • Stack both logos with ample white space between them.
Photography Style
  • The image treatment is high contrast and slightly desaturated with a subtle steel gray overlay to give all the images a cinematic tone. The tutorial for this look is on page 60.
  • All photography should feel cinematic, allowing each photo to tell its own story. Each image should have a single focus, using people as the primary subject as much as possible.
  • Use photos with a focus on the human element as much as possible. The subject(s) occupy the main focal point and images should be dynamic and candid.
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