Disabled American Veterans

Official Websites

• https://www.dav.org
• https://support.dav.org
• https://www.davpsa.com

Brand Guidelines

2020

Brand Summary

Mission

• Fulfilling our promises to the men and women who served [^1].

Core Values

• strength
• perseverance
• adaptability
• dignity
• respect
• service
• commitment
• honor traditions
• trail-blazing dedication to mission [^2]

Target Audience

• Veterans, specifically the men and women who served in the military, and their families [^3] .

Personality Traits

• professional
• modern
• bold
• dignified
• respectful
• authoritative
• service-oriented [^3]

Visual Identity Overview

• The visual identity features bold, custom letterforms referencing military motifs, a contemporary look with gunmetal grey and vibrant lime green, clear logo usage rules, and a consistent, modern style across all brand assets [^3] .

Categories

Brand Imagery

• Use the artwork and colors as provided in the brand kit.
• Do not alter the logo artwork in any way.
• Do not remove, crop or obscure any part of the logo.
• Do not alter the proportions of the mark, the letterforms or any elements thereof.
• Do not skew, stretch or distort the mark. Logo artwork may be resized proportionally, providing that the final size is legible (see minimum size restrictions on page 4).
• Do not apply other colors to the logo.
• Do not alter the way in which the brand colors are applied to the logo.
• Do not attempt to recreate the logo or the tag line artwork.
• Do not substitute words or phrases for the existing tagline. Do not otherwise attempt to mimic the tag line treatment with other text.
• Do not insert the logo into running text.
• Do not apply the mark to visually competitive backgrounds or patterns, and avoid confining it within a shape, such as a box or oval.
• Do not apply a drop shadow or an outline to the logo.

Color Palette

• For key branded pieces, the primary color palette should be noticeably dominant. Gunmetal Grey may be used for a wide variety of elements, including display headlines, background color, etc. Nightvision Green should be used as an accent color or to create emphasis. Do not overuse it. Avoid reducing the tint of Nightvision Green.
• Note: Gunmetal Grey and Nightvision Green may be used for headline typography. Do not use the CMYK build of these colors for type smaller than 12 pt, as variations in printing may diminish readability.
• Secondary and Tertiary colors are to be used to complement and support the primary palette.
• THREAD COLORS (FOR EMBROIDERY): Silver is MADEIRA 4044, Green is MADEIRA 1940 Registration mark is Black.
• GUNMETAL GREY ALTERNATIVES
• Nightvision Green PANTONE 390C C = 27 M = 0 Y = 100 K = 3 R = 190 G = 209 B = 43 HEX = bed12b
• Gunmetal Grey PANTONE 8403C (METALLIC) C = 61 M = 54 Y = 55 K = 27 R = 93 G = 92 B = 90 HEX = 5b5c5a
• Tints of Black 75% for graphics 80% for text
• PANTONE Cool Gray 10C R = 93, G = 97, B = 102 C = 57, M = 46, Y = 40, K = 25
• PANTONE 425C R = 77, G = 82, B = 84 C = 63, M = 51, Y = 45, K = 33
• Tan Olive Green PANTONE 4515C C = 13 M = 19 Y = 62 K = 28 R = 170 G = 152 B = 94 HEX = aa985e
• Olive Green PANTONE 574C C = 56 M = 22 Y = 98 K = 72 R = 45 G = 67 B = 12 HEX = 2d430c
• DAV Blue PANTONE 7699C C = 73 M = 13 Y = 0 K = 57 R = 0 G = 93 B = 125 HEX = 005d7d
• DAV Red PANTONE 201C C = 0 M = 100 Y = 63 K = 29 R = 179 G = 8 B = 56 HEX = b30838
• DAV Orange PANTONE 158C C = 2 M = 66 Y = 100 K = 0 R = 236 G = 118 B = 35 HEX = ef7623
• COLOR SUBSTITUTIONS FOR UNCOATED PAPERS: PANTONE 583U 27C, 0M, 100Y, 3K; PANTONE Cool Gray 10U 45C, 34M, 28Y, 23K; PANTONE 7700U 80C, 40M, 15Y, 25K
• Approved colors are black, white, gray and green (see Page 7 for color palette). *When using Nightvision Green, the green should not be tinted.

Typography

• The DAV mark is comprised of original custom lettering; it is not based on a specific typeface, and therefore no typeface is a match for these letterforms.
• The tagline artwork has been created using the typeface Klavika, which is also the primary display typeface for DAV’s visual identity.
• The secondary display typeface is Vitesse. Incorporating Vitesse into applications of the DAV identity is optional.
• Body copy and other supporting text may be set in Minion Pro. For digital and Microsoft Office applications only, Times New Roman is an acceptable substitute for Minion Pro.
• Applications that are better suited to sans serif body copy may be set in Helvetica Neue LT Std. For digital and Microsoft Office applications only, Arial is an acceptable substitute for Helvetica Neue.
• As appropriate to the application, all available weights, widths and italics from each typeface are acceptable.

Logo Usage

• The brand kit and the corresponding graphic files have been created with a wide variety of applications in mind. While flexibility has been built into the DAV identity, it is important to maintain consistency across usage—and those who have the right to leverage the DAV brand assets must do so correctly. For this reason, no changes should be made to any of the official logo artwork. Instead, select the most appropriate logo artwork for each specific application of the DAV identity.
• Use the artwork and colors as provided in the brand kit.
• Do not alter the logo artwork in any way.
• Do not remove, crop or obscure any part of the logo.
• Do not alter the proportions of the mark, the letterforms or any elements thereof.
• Do not skew, stretch or distort the mark. Logo artwork may be resized proportionally, providing that the final size is legible (see minimum size restrictions on page 4).
• Do not apply other colors to the logo.
• Do not alter the way in which the brand colors are applied to the logo.
• Do not attempt to recreate the logo or the tag line artwork.
• Do not substitute words or phrases for the existing tagline. Do not otherwise attempt to mimic the tag line treatment with other text.
• Do not insert the logo into running text.
• Do not apply the mark to visually competitive backgrounds or patterns, and avoid confining it within a shape, such as a box or oval.
• Do not apply a drop shadow or an outline to the logo.
• Do not insert DAV into running text.

Brand Values

• FULFILLING OUR PROMISES TO THE MEN AND WOMEN WHO SERVED
• STRENGTH. PERSEVERANCE. ADAPTABILITY.
• Handling this identity with a sense of dignity and respect honors the long history of DAV and all veterans who are served by the organization.
• The contemporary look strives to differentiate DAV as a trail-blazing organization that remains dedicated to its mission.

Visual Style

• Use the artwork and colors as provided in the brand kit.
• Do not alter the logo artwork in any way.
• Do not remove, crop or obscure any part of the logo.
• Do not alter the proportions of the mark, the letterforms or any elements thereof.
• Do not skew, stretch or distort the mark. Logo artwork may be resized proportionally, providing that the final size is legible (see minimum size restrictions on page 4).
• Do not apply other colors to the logo.
• Do not alter the way in which the brand colors are applied to the logo.
• Do not attempt to recreate the logo or the tag line artwork.
• Do not substitute words or phrases for the existing tagline. Do not otherwise attempt to mimic the tag line treatment with other text.
• Do not insert the logo into running text.
• Do not apply the mark to visually competitive backgrounds or patterns, and avoid confining it within a shape, such as a box or oval.
• Do not apply a drop shadow or an outline to the logo.

Layout And Composition

• The brand kit and the corresponding graphic files have been created with a wide variety of applications in mind. While flexibility has been built into the DAV identity, it is important to maintain consistency across usage—and those who have the right to leverage the DAV brand assets must do so correctly. For this reason, no changes should be made to any of the official logo artwork. Instead, select the most appropriate logo artwork for each specific application of the DAV identity.
• Use the artwork and colors as provided in the brand kit.
• Do not alter the logo artwork in any way.
• Do not remove, crop or obscure any part of the logo.
• Do not alter the proportions of the mark, the letterforms or any elements thereof.
• Do not skew, stretch or distort the mark. Logo artwork may be resized proportionally, providing that the final size is legible (see minimum size restrictions on page 4).
• Do not apply other colors to the logo.
• Do not alter the way in which the brand colors are applied to the logo.
• Do not attempt to recreate the logo or the tag line artwork.
• Do not substitute words or phrases for the existing tagline. Do not otherwise attempt to mimic the tag line treatment with other text.
• Do not insert the logo into running text.
• Do not apply the mark to visually competitive backgrounds or patterns, and avoid confining it within a shape, such as a box or oval.
• Do not apply a drop shadow or an outline to the logo.

Videography

• All video graphic dimensions are based on a standard 1920 x 1080 aspect ratio. Samples are not shown to scale.
• When identifying a person on screen, use the first and last name, followed by the title and then a horizontal green rule.
• The standard height for this graphic is 225 pixels, measured from the top of the name to the bottom of the green rule. Width varies based on the length of the name, but the horizontal rule should extend 130 pixels past the right edge of the name.
• Font sizes and leading (space between name and title) can be adjusted as needed based on the specific needs of the video. However, the size/ spacing should be consistent throughout a single video. It should not vary between frames.
• Standard spacing between name and title is 37 pixels. Spacing between title and green rule is 16 pixels.
• The graphic should be placed 70 pixels from left edge of the screen and 30 pixels from bottom edge, measured from the bottom of the green rule. Spacing can be adjusted as needed but should remain consistent throughout a single video.
• Dimensions: 225 pixels x [name width+ 130 pixels]
• The DAV bug should be approximately 220 pixels x 90 pixels. It should be placed 40 pixels from the right edge of the screen and 32 pixels from the bottom edge of the screen, measured from the bottom edge of the logo.
• Dimensions are 220 x 90 pixels.
• Spacing is 32 pixels from bottom, 40 pixels from right.

Brand Associations

• For departments, chapters and other associated brands of DAV, some additional guidelines apply. The space between “DAV” and brand association text must be equal to the width of the straight bar in the “D.” The association name is spelled out in Klavika Medium.
• In uses where additional lines of text may appear to the right of the logo, a vertical rule should be inserted between the logo and the text. The space around the line must be equal to the width of the straight bar in the “D.” The vertical rule should be .25 pt and match the color of the “V.”
• Department logos should include “Department of [State]” to the right of, or below, the logo. Do not include “No.” or “#” in chapter names. Keep the number next to “Chapter.” Longer names can use two lines.
• For fundraising/donor audiences, the tagline is removed and the organization name should be spelled out below the DAV mark. In the stacked application, there are two sizes available.
• When presented alongside a partner, it is important for the two brands to have equal visual weight. The logos should be separated by a .25 pt vertical rule in black (or white on dark backgrounds). Partnership agreements may determine which logo appears first in the lockup. The vertical rule should match the height of the tallest logo. It does not need not extend beyond the height of the tallest logo.
• When a vertical rule would be inappropriate, the space between the logos should be equal to at least two times the width of the straight bar in the “D.”
• DAV guidelines apply, but the Auxiliary has a tagline unique to its organization and mission. The tagline is styled in Minion Pro Italic and is sized to match the width of the word “Auxiliary.”

Co Branding

• When presented alongside a partner, it is important for the two brands to have equal visual weight. The logos should be separated by a .25 pt vertical rule in black (or white on dark backgrounds). Partnership agreements may determine which logo appears first in the lockup. The vertical rule should match the height of the tallest logo. It does not need not extend beyond the height of the tallest logo.
• When a vertical rule would be inappropriate, the space between the logos should be equal to at least two times the width of the straight bar in the “D.”

Fundraising

• For fundraising/donor audiences, the tagline is removed and the organization name should be spelled out below the DAV mark. In the stacked application, there are two sizes available.

Centennial Logo

• The Disabled American Veterans of the World War (now DAV-Disabled American Veterans) was founded by former Cincinnati Judge Robert S. Marx in 1920. The centennial logo combines DAV’s past and present, honoring 100 years of service and support for America’s injured and ill veterans and their families.
• Full color/4C ID1W Preferred Centennial Logo A Century of Service to Veterans
• DAV_Centennial_Logo 4C.eps
• 4C reversed out ID0W 22I12K A Century of Service to Veterans
• 2C vector
• IDA A Century of Service to Veterans
• 2C vector reversed out 1C 1C vector IDIW 0DIV 0DIV IP.l!!!l!fi._‘a’?z_lJ}:tl!m=rr Mil:Ii IA 3% A Century of Service to Veterans A Century of A Century of Service to Veterans Service to Veterans
• DAV_Centennial_Logo_4C_Rev.eps
• DAV Centennial_Logo_PMS_VectorSeal.eps
• DAV Centennial_Logo_PMS_Rev VectorSeal.eps
• DAV Centennial_Logo_1C.eps
• DAV Centennial_Logo_1C_vector.eps

Additional Properties