IABC

Official Websites

• https://www.iabc.com
• http://www.iabc.com

Brand Guidelines

2015

Brand Summary

Mission

• To connect communicators with a global and local network, career opportunities, resources, and knowledge, using communication to engage, influence, counsel, and execute, and to set the global standard for the communication profession with integrity and passion [^1].

Core Values

• Global profession advocacy
• Connection
• Diversity
• Insights and results
• Ethics

Target Audience

• Communication professionals representing diverse industries and disciplines, including students, experienced communicators, and accredited professionals, seeking networking, learning, and professional development [^2].

Personality Traits

• Accessible
• Open
• Lighter
• Contemporary
• Professional

Visual Identity Overview

• The visual identity is modern, clean, and flexible, featuring a uniquely rendered circular logo with stacked letters, a broad color palette, and consistent use of Myriad Pro fonts. Imagery is crisp, bright, and diverse, with strong hero images and contemporary style. The guidelines emphasize clarity, professionalism, and adaptability across chapters and regions [^3].

Categories

Brand Voice

• Our tone of voice is the way in which we write and speak; what we say and how we say it. It is informed by our personality.
• It is important that our brand personality is translated into words as well as the visuals. The way we express ourselves in words is a reflection of our brand.
• IABC’s voice is: TONE OF VOICE WHAT IT MEANS WHAT IT DOESN’T MEAN Human We are personable. Address the audience with an inclusive tone in first person (i.e. you, we, us). It is a member-first perspective. We are welcoming and friendly. We are collegial and down-to-earth. We don’t mean we are too familiar, soft, cute or alternatively stiff. We don’t mean a corporation talking to a customer but a colleague talking with another colleague. Open We are clear, uncomplicated and easy to understand. We are approachable and positive. We don’t mean patronizing, lacking substance, or double meanings. We avoid unnecessary jargon and rhetoric. Confident We are accomplished, relevant and leading-edge. We celebrate our successes and are proud of who we are (meaning our brand and our member community). We don’t mean arrogant, pompous, vain, or over-promising. Professional We are responsive, dependable and timely. We are knowledgeable and collaborative. We understand that quality underlies what we do and what we deliver to our members. We don’t mean stuffy, corporate or formal, boring or lacking a sense of humor.

Brand Imagery

• What is acceptable: Strong hero images, bright colors, crisp and clean photos, contemporary and focused style. Try to use images that represent your chapter or region. If using photos of people, make sure you have the rights to use the photos via signed photo releases, and please try to represent the diversity within your chapter or region.
• Photos of people should be clear, bright and appropriate.
• What is not acceptable: Graphics, montages, clip art, cliched images, photos that are low resolution or out of focus, blurry photos, black and white or sepia­toned photos, highly edited or stylized photos, images with special effects applied, or photos that are overly processed or filtered a la lnstagram style.
• No blurry image
• No dark image
• No images with alcoholic beverages
• No images with eyes closed
• No black and white images
• No overly busy images
• No vector graphics
• No cheesy clip art
• No overly stylized images
• No sepia-toned images
• No overly manipulated images
• DO NOT use too small.
• DO NOT use images that are too light.
• DO NOT put images into the logo.
• DO NOT put people in symbol.

Color Palette

• Color can portray different representations and meanings in different parts of the world. The IABC logo color palette takes this into account by providing an extensive palette of colors for IABC chapters to choose from. The primary color palette is used in coloring the logo’s symbol and in communication materials. The secondary color palette is used for coloring typography (Pantone Cool Grey 9 and white in reverse applications) and as accents for the primary colors.
• Chapters can choose any color from the primary palette to color the symbol of their logo. The chapter does not need to stick with one symbol color. Chapters are free to use different colors in different applications if desired. The color must be used at 100% opacity and must not be screened. The word mark in the color logo uses Pantone Cool Grey 9.
• Chapters may place the reverse version of their logo on any color from the primary palette. The chapter does not need to stick with one background color and are free to use different background colors in different applications if desired. The background color must be used at 100% opacity and must not be screened.
• • Symbol in logo can be in color • Symbols used in headlines can be in color • Symbols in headlines can be multicolored • Headline text should be Pantone Cool Grey 9 when set with symbols • Headlines without symbols should be Pantone Cool Grey 9 • Body copy can be Pantone Cool Grey 9 or black based on legibility
• • Any approved IABC color may be used as a background color • Logos, and symbols are reversed out of the background color in white • Headlines should be reversed out of background color in white • Body copy over background color may be set in white or black based on legibility
• IABC materials may use a combination of a full color and a white background.
• • Symbol in logo can be in color • Symbols used in headlines can be in color • Symbols can be multicolored • Headline text should be Pantone Cool Grey 9 when set with Symbols • Headlines without Symbols should be Pantone Cool Grey 9 • Body copy should be Pantone Cool Grey 9 or black
• The color used for IABC Headquarters logo symbol is Pantone 285. The color used for the Headquarters word mark is Pantone Cool Grey 9 as per all other logos. Pantone 285 references the previous, more muted IABC blue while providing it a livelier appeal and presence. Blue also has many positive associated with business. This color can only be used for the IABC Headquarters logo.
• Pantone 285
• Word mark color Pantone Cool Grey 9

Typography

• The family of fonts to be used in ongoing IABC identity applications is the Myriad Pro family.
• Only this font should be used – consistently – throughout all communications materials and should not be substituted, unless deemed appropriate by IABC marketing department staff.
• If Myriad Pro is not available then the Segoe or Arial font families may be substituted.

• Myriad Pro Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456890

• Myriad Pro Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456890

• Myriad Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456890

• Myriad Pro Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456890

• Myriad Pro Semi Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456890

• Myriad Pro Semi Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456890
• Myriad Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456890
• Myriad Pro Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456890
• Myriad Pro Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456890
• Myriad Pro Black Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456890
• Myriad Pro Semi Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456890
• Myriad Pro Bold Semi Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456890
• Myriad Pro Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456890
• Myriad Pro Bold Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456890

Logo Usage

• The logo is the official identifying mark of the IABC brand. The symbol consists of a circle with the italic letters I, A, B & C stacked and bleeding off the circle’s edge. The circle references the globe and the stacked letters create movement and dynamic negative space in the logo. The letter A can also be seen as an arrow shape pointing up which lends the logo a progressive feel. These elements combine to present IABC as a modern and progressive organization.
• The logo is uniquely rendered and should not be modified in any way. This logo replaces all older designs and is the only mark to be used when identifying IABC, its services, and products.
• Tag lines should not appear with IABC logos.
• There are three acceptable versions of the IABC logo: 1. Color version The symbol in the color version uses one of the IABC Pantone colors and the word mark appears in Pantone Cool Grey 9. See the color section for further instructions on color use. 2. Black & white version 3. Reverse version
• The logo is uniquely rendered and should not be modified in any fashion. While computer technology allows for easy modification of graphics, any modifying should not be considered.
• DO NOT add a drop shadow to the logo.
• DO NOT horizontally scale the logo.
• DO NOT use unapproved color in symbol.
• DO NOT rotate the logo.
• DO NOT use color in word mark.
• DO NOT vertically scale the logo.
• Clear space To make sure that the logo stands out clearly, it should always be framed within an area of unobstructed space. The optimum minimum space should be the same height as the letters in the symbol.
• Minimum size For maximum legibility the minimum logo size is 1.25 inches or 31.75 mm.
• Logo dimensions, type face and type size are as shown. The dimensions are based on a 3 inch/ 76.2 mm IABC symbol. Myriad Pro Semi-Bold Semi-Condensed -65 point

Tone And Messaging

• These guidelines will explain how to work with the tactical ingredients like logos, colors and brand messaging. Keep in mind that this program is also supported by a brand orientation program for IABC staff and leaders to create alignment between our visual identity, our everyday actions and our long-term strategy.
• These guidelines are intended to help us communicate in three ways: The way we look, the way we talk and write, and the way we behave.
• A great brand connects on an emotional level, consistently, with everyone who comes in contact with it. You play an important role in bringing that brand to life. Thank you for helping us tell the IABC story.
• Our messages: A broadly diverse community of communication professionals, IABC connects members to ideas, job opportunities and people through professional learning and a generous culture of sharing.
• We believe that in today’s world, communication can be a force for good in business and society. We connect members and businesspeople together for this purpose.
• With thousands of members worldwide, representing diverse industries, sectors and disciplines, this is a community alive with knowledge, experience, ideas, and support; all of which are freely exchanged.
• Ours is the association of choice for communicators because… • Whether you’re a student, an experienced communicator, or an accredited professional, our diverse programming has something for you: lively and varied networking events, international and regional conferences, engaging professional and career development opportunities, and recognition and certification programs that inspire us to be great communicators. • As communicators we share a lot in common, so it’s easy to build valuable connections − even friendships. • IABC offers global communications resources and best practices to keep members current and relevant. • Members have access to diverse volunteer opportunities to build their skills, give back to their community, and contribute to a great member experience.
• IABC is the only place that connects communicators globally.
• Our shared values: We represent the global profession. As the only global communication association, we strive to advocate for the profession, represent best practices, define the global standard and live by a code of ethics. We create connection. We connect business and communication and connect people with communication. We foster community, build special relationships and learn from each other. We are a diverse community. We welcome diverse communication professionals of all levels and practices. We embrace diverse viewpoints, encourage conversation and celebrate cultural differences. We focus on insights and results. We position communication as a strategic function that has impact on return on investment and demonstrates business value of communication.
• When our words and actions demonstrate and reinforce who we are and how we deliver, IABC stands out amongst the crowd.
• Our brand personality: Accessible - Collaborative, supportive, consultative. Open - Transparent, direct, open minded. Lighter - Fun, friendly, welcoming. Contemporary - Current, leading-edge. Professional - Effective and efficient.
• Our tone of voice is the way in which we write and speak; what we say and how we say it. It is informed by our personality.
• It is important that our brand personality is translated into words as well as the visuals. The way we express ourselves in words is a reflection of our brand.
• IABC’s voice is: Human - We are personable. Address the audience with an inclusive tone in first person (i.e. you, we, us). It is a member-first perspective. We are welcoming and friendly. We are collegial and down-to-earth. We don’t mean we are too familiar, soft, cute or alternatively stiff. We don’t mean a corporation talking to a customer but a colleague talking with another colleague.
• Open - We are clear, uncomplicated and easy to understand. We are approachable and positive. We don’t mean patronizing, lacking substance, or double meanings. We avoid unnecessary jargon and rhetoric.
• Confident - We are accomplished, relevant and leading-edge. We celebrate our successes and are proud of who we are (meaning our brand and our member community). We don’t mean arrogant, pompous, vain, or over-promising.
• Professional - We are responsive, dependable and timely. We are knowledgeable and collaborative. We understand that quality underlies what we do and what we deliver to our members. We don’t mean stuffy, corporate or formal, boring or lacking a sense of humor.
• After much consideration, we have chosen to not have a tag line as part of our brand. As professional communicators, we rely on the right words at the right time for the right audience to drive results. The lack of a tag line means we’re free to use the appropriate communication messaging, through words and images in the body of the vehicles we create and that we are not limited. This will also allow us to customize messaging based on the situation or culture. Tag lines should not appear with IABC logos.

Brand Values

• Shared values are principles that help define the culture and behavior of an organization and its members. The IABC shared values, created as a result of the Brand Taskforce’s research, define what makes our association unique, but also allow us to build further on these strengths.
• We represent the global profession. As the only global communication association, we strive to advocate for the profession, represent best practices, define the global standard and live by a code of ethics.
• We create connection. We connect business and communication and connect people with communication. We foster community, build special relationships and learn from each other.
• We are a diverse community. We welcome diverse communication professionals of all levels and practices. We embrace diverse viewpoints, encourage conversation and celebrate cultural differences.
• We focus on insights and results. We position communication as a strategic function that has impact on return on investment and demonstrates business value of communication.
• When our words and actions demonstrate and reinforce who we are and how we deliver, IABC stands out amongst the crowd.

Visual Style

• The logo is uniquely rendered and should not be modified in any way. This logo replaces all older designs and is the only mark to be used when identifying IABC, its services, and products.
• Tag lines should not appear with IABC logos.
• There are three acceptable versions of the IABC logo: 1. Color version The symbol in the color version uses one of the IABC Pantone colors and the word mark appears in Pantone Cool Grey 9. See the color section for further instructions on color use. 2. Black & white version 3. Reverse version
• Logotype color Pantone Cool Grey 9

Layout And Composition

• To make sure that the logo stands out clearly, it should always be framed within an area of unobstructed space.
• The optimum minimum space should be the same height as the letters in the symbol.
• For maximum legibility the minimum logo size is 1.25 inches or 31.75 mm.
• The logo is uniquely rendered and should not be modified in any fashion. While computer technology allows for easy modification of graphics, any modifying should not be considered.
• DO NOT add a drop shadow to the logo.
• DO NOT horizontally scale the logo.
• DO NOT use unapproved color in symbol.
• DO NOT rotate the logo.
• DO NOT use color in word mark.
• DO NOT vertically scale the logo.
• The logo dimensions, type face and type size are as shown. The dimensions are based on a 3 inch/ 76.2 mm IABC symbol.
• The chapter logo dimensions, type faces and type sizes are as shown. The dimensions are based on a 3 inch/ 76.2 mm IABC symbol.
• Title typography Myriad Pro Semi-Bold Semi-Condensed Type size -lower case letters (use letter n height) are the same height as the dimension -x
• Name typography Myriad Pro Semi-Condensed -71 point
• .225 inches 5.715 mm
• The secondary chapter Logos are used as alternates to the full chapter logo. They’re used when space is limited or the legibility of the full logo is compromised. When using a secondary chapter logo the full IABC name should appear somewhere on the communication materials.
• The horizontal secondary chapter logo dimensions, type faces and type sizes are as shown. The dimensions are based on a 3 inch/ 76.2 mm IABC symbol.
• Myriad Pro Semi-Condensed -80 point
• The vertical secondary chapter logo dimensions, type faces and type sizes are as shown. The dimensions are based on a 3 inch/ 76.2 mm IABC symbol.
• Myriad Pro Semi-Condensed 65 point with 65 leading Type centered under logo
• To make sure that the logos stand out clearly, they should always be framed within an area of unobstructed space.
• For maximum legibility the minimum logo size for each logo is shown below.
• Frame width -320 pixels Logo height 50 pixels [ Masthead using reverse logo
• When another language is used with the logo the text is set the in the same style as the English language version. See pages 11, 13, 16 & 17 for instructions. The symbol stays unchanged.

Additional Properties