League of Women Voters

Official Websites

• https://www.lwv.org
• https://www.vote411.org
• https://my.lwv.org
• http://www.lwvny.org
• http://lwv.org

Brand Guidelines

2018

Brand Summary

Mission

• Empowering Voters. Defending Democracy.

Core Values

• nonpartisanship
• empowerment
• democracy
• unity
• integrity
• consistency
• diversity

Target Audience

• Members, supporters, and the public interested in civic engagement, voting rights, and democracy, with a focus on women and diverse communities.

Personality Traits

• authentic
• relevant
• diverse
• strong
• modern
• steeped in history
• professional

Visual Identity Overview

• The brand uses a dynamic and recognizable visual system centered on the LWV logo family, with strict guidelines for logo usage, color palette, typography, and photography. The visual style emphasizes unity, empowerment, and civic engagement, with consistent use of approved colors, clear space, and legibility. Photography showcases diversity, action, and emotional stories, reinforcing the brand’s values and mission.

Categories

Brand Imagery

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Color Palette

• The color designations for the League of Women Voters family of logos are an essential element in setting a recognizable tone and look for the brand. Consistent use of the specified colors and supplied logo artwork files is critical and imperative to maintaining the strength of the brand. The following color-build percentages MUST BE FOLLOWED for the correct application of the logo to maintain brand consistency and color accuracy. There are no acceptable alterations. The preferred method of print reproduction is to use the CMYK Process equivalents whenever possible. (In situations where CMYK Process equivalents are not an option, Pantone® library colors may possibly be used only with prior approval and proprietary artwork files from LWV.) Logos to be used for web or digital applications must use the required RGB percentages as indicated below. Hex colors are provided for accompanying web defined use.
• LWV Blue C98 M72 Y13 K21 R0 G85 B150 hex #005596
• LWV Red C13 M100 Y84 K4 R190 G15 B52 hex #be0f34
• PMS color specifications and artwork files are available by request only. To request access please contact LWV to submit your reason and request for consideration.
• When the established color palette cannot be used, the League of Women Voters logo family can be used as black and white/grayscale. When reproducing any of the LWV logos, use only the supplied artwork files included with these guidelines. (Files for these logo variations are not provided) Logos when used on white or high-contrasting background. LWV Blue becomes 100% black, and LWV Red becomes 40% black. Logos used on black or low-contrasting background. LWV Blue becomes 100% white, and LWV Red becomes 40% black.
• The color palette of the LWV family of logos consists of a defined set of two primary and three secondary colors. Color is an integral part of our brand identity, and consistent use of these colors will create recognition and strengthen the brand. There are no acceptable exceptions for logo or brand use. The following color-build percentages MUST BE FOLLOWED for the correct application of the logo to maintain brand consistency and color accuracy. There are no acceptable alterations. The preferred method of print reproduction is to use the CMYK Process equivalents whenever possible. In situations where CMYK Process equivalents are not an option, Pantone® library colors may possibly be used only with prior approval and proprietary artwork files from LWV. Logos to be used for web or digital applications must use the required RGB or HEX equivalents as indicated below.
• LWV Blue LWV Red C98 M72 Y13 K21 R0 G85 B150 hex #005596 C13 M100 Y84 K4 R190 G15 B52 hex #be0f34
• LWV Light Purple C45 M100 Y30 K20 R130 G2 B99 hex #820263
• LWV Dark Purple C75 M100 Y35 K30 R82 G28 B80 hex #521C50
• LWV Gold C5 M35 Y100 K2 R236 G164 B0 hex #ECA400
• The color palette of the LWV family of logos consists of a defined set of two primary and three secondary colors. Color is an integral part of our brand identity, and consistent use of these colors will create recognition and strengthen the brand. There are no acceptable exceptions for logo or brand use. The following color-build percentages MUST BE FOLLOWED for the correct application of the logo to maintain brand consistency and color accuracy. There are no acceptable alterations Logos to be used for web or digital applications must use the required RGB or HEX equivalents as indicated below.
• LWV Blue R0 G85 B150 hex #005596 LWV Red R190 G15 B52 hex #be0f34
• LWV Light Purple R130 G2 B99 hex #820263
• LWV Dark Purple R82 G28 B80 hex #521c50
• LWV Gold R236 G164 B0 hex #eca400

Typography

• Primary LWV typography for web use consists of two typeface families: Merriweather and Lato. All faces and weights are acceptable for use from both families for LWV website use. These typographic families were chosen for their readability, compatibility with each other, and their clean, progressive look consistent with the LWV brand.
• There are no currently defined LWV brand typography specifications. When selecting typographic families for print, please follow these guidelines: • Traditional serif typefaces such as English Times resonate well with our audience. • Typefaces should have maximum readability for the piece being printed depending on use. • Typography selection should be visually compatible with each other, LWV web fonts, and show a progressive look consistent with the LWV brand.

Logo Usage

• When using logos described throughout this Brand Standards document, use only the artwork supplied with these guidelines. We have included the correct logo artwork file name under each logo in this document to ensure the correct logo file is used. Under no circumstances should any logos be redesigned or recreated, and ONLY these approved logo files may be used.
• The color designations for the League of Women Voters family of logos are an essential element in setting a recognizable tone and look for the brand. Consistent use of the specified colors and supplied logo artwork files is critical and imperative to maintaining the strength of the brand.
• The following color-build percentages MUST BE FOLLOWED for the correct application of the logo to maintain brand consistency and color accuracy. There are no acceptable alterations.
• The preferred method of print reproduction is to use the CMYK Process equivalents whenever possible. (In situations where CMYK Process equivalents are not an option, Pantone® library colors may possibly be used only with prior approval and proprietary artwork files from LWV.) Logos to be used for web or digital applications must use the required RGB percentages as indicated below. Hex colors are provided for accompanying web defined use.
• LWV Blue C98 M72 Y13 K21 R0 G85 B150 hex #005596
• LWV Red C13 M100 Y84 K4 R190 G15 B52 hex #be0f34
• When the established color palette cannot be used, the League of Women Voters logo family can be used as black and white/grayscale. When reproducing any of the LWV logos, use only the supplied artwork files included with these guidelines. (Files for these logo variations are not provided)
• Logos when used on white or high-contrasting background. LWV Blue becomes 100% black, and LWV Red becomes 40% black.
• Logos used on black or low-contrasting background. LWV Blue becomes 100% white, and LWV Red becomes 40% black.

Tone And Messaging

• The League is proud to be nonpartisan, neither supporting nor opposing candidates or political parties at any level of government, but always working on vital issues of concern to members and the public.
• Empowering Voters. Defending Democracy.
• We envision a democracy where every person has the desire, the right, the knowledge and the confidence to participate.
• We believe in the power of women to create a more perfect democracy.
• Photography is an essential element for communicating LWV’s brand message. Well selected images help position the LWV as both modern and steeped in history, as well as authentic, relevant, diverse and strong.
• The following guidelines should be used as a starting point for both photo shoots as well as image selection. All non-historical photos should be full color. Historical photos will follow website duo-tone styles.
• Avoid shots that look posed
• Aim for authenticity and natural compositions
• Avoid subject looking directly at the camera
• Focus on expression and the connection of the subject with the audience
• Avoid very close-up shots
• Try to provide some context of the subject in their environment, but use a shallow depth of field to draw focus to subject
• If background too overwhelming, crop accordingly
• When shooting groups, avoid everyone looking at the camera. A mix of subject focus will provide dynamism and movement
• Show women taking action including voter registration, community engagement, and advocacy
• Try to keep backgrounds from being too busy so subject(s) are clear
• Include diversity of age, and race
• Diversity of point of view/style will reflect broader attitudes
• Intergenerational group of women could provide depth and connection to LWV’s history
• Focus on the impact of voting rights on people
• Show children on context of their parents taking action can be powerful
• Using objects in context of people can also be useful providing a human connection

Brand Values

• OUR MISSION Empowering Voters. Defending Democracy.
• OUR VISION We envision a democracy where every person has the desire, the right, the knowledge and the confidence to participate.
• OUR VALUE We believe in the power of women to create a more perfect democracy.

Visual Style

• The League of Women Voters visual system is designed to be dynamic and recognizable, and our logos are the cornerstone of our brand. This section explains acceptable use for the five logos that are part of the League of Women Voters logo family.
• There are five unique defined variations in the League of Women Voters logo family. While there are basic similarities between them all, each variation is unique and must not be altered or changed in any way. All of these logos variations are acceptable to use as is. The five different defined and approved variations are documented below.
• Standards defined on pages 8-9 apply to ALL VARIATIONS of the logos below, while specific logo and acceptable use requirements for each are defined on pages 10-25 (indicated below).
• The color designations for the League of Women Voters family of logos are an essential element in setting a recognizable tone and look for the brand. Consistent use of the specified colors and supplied logo artwork files is critical and imperative to maintaining the strength of the brand.
• The following color-build percentages MUST BE FOLLOWED for the correct application of the logo to maintain brand consistency and color accuracy. There are no acceptable alterations.
• The preferred method of print reproduction is to use the CMYK Process equivalents whenever possible. (In situations where CMYK Process equivalents are not an option, Pantone® library colors may possibly be used only with prior approval and proprietary artwork files from LWV.) Logos to be used for web or digital applications must use the required RGB percentages as indicated below. Hex colors are provided for accompanying web defined use.
• LWV Blue C98 M72 Y13 K21 R0 G85 B150 hex #005596
• LWV Red C13 M100 Y84 K4 R190 G15 B52 hex #be0f34
• PMS color specifications and artwork files are available by request only. To request access please contact LWV to submit your reason and request for consideration.
• When the established color palette cannot be used, the League of Women Voters logo family can be used as black and white/grayscale. When reproducing any of the LWV logos, use only the supplied artwork files included with these guidelines. (Files for these logo variations are not provided)
• Logos when used on white or high-contrasting background. LWV Blue becomes 100% black, and LWV Red becomes 40% black.
• Logos used on black or low-contrasting background. LWV Blue becomes 100% white, and LWV Red becomes 40% black.
• The preferred background color for the LWV family of logos is white. When white is not an option, a background or color that allows the logo to be legible must be used. The logo must remain legible and recognizable in accordance with the brand standards at all times. (Files for these logo variations are not provided)
• In situations where the logo must be used on photographic backgrounds, logos can also be used in white reversed or black over color or an image if needed with prior approval from LWV. Enough contrast must be provid­ed between the logo colors and the back­ground for clear legibility.
• When using logos described throughout this Brand Standards document, use only the artwork supplied with these guidelines. We have included the correct logo artwork file name under each logo in this document to ensure the correct logo file is used. Under no circumstances should any logos be redesigned or recreated, and ONLY these approved logo files may be used.
• Logos used in this document should NOT be compared to or used for actual color matching.
• The League of Women Voters has identified specific guidelines for color, typography, photography and social media as components of our overall brand. This section outlines those guidelines and provides detailed specifications that must be followed.
• The color palette of the LWV family of logos consists of a defined set of two primary and three secondary colors. Color is an integral part of our brand identity, and consistent use of these colors will create recognition and strengthen the brand. There are no acceptable exceptions for logo or brand use.
• The preferred method of print reproduction is to use the CMYK Process equivalents whenever possible. In situations where CMYK Process equivalents are not an option, Pantone® library colors may possibly be used only with prior approval and proprietary artwork files from LWV. Logos to be used for web or digital applications must use the required RGB or HEX equivalents as indicated below.
• Primary LWV Blue LWV Red C98 M72 Y13 K21 R0 G85 B150 hex #005596 C13 M100 Y84 K4 R190 G15 B52 hex #be0f34
• Secondary LWV Light Purple C45 M100 Y30 K20 R130 G2 B99 hex #820263 LWV Dark Purple C75 M100 Y35 K30 R82 G28 B80 hex #521C50 LWV Gold C5 M35 Y100 K2 R236 G164 B0 hex #ECA400

Layout And Composition

• This logo is made up of two components, defined as the primary LWV mark and the secondary typographic element “LEAGUE OF WOMEN VOTERS”, with a registered trademark symbol “®”. These two components are always placed in a fixed relationship and should never be altered, modified, or recreated in any way.
• The spacing relationship between the LWV mark and the typographic element “League of Women Voters” has been established and defined to visually connect the logo. Both are integral components of this logo and the relationship and spacing should never be altered, modified, or recreated in any way. There are NO exceptions allowed for this logo.
• To ensure brand integrity and visibility, this logos should always be kept a minimum distance clear of competing text, images, and graphics. It must remain surrounded on all sides by a minimum of .25" (1/4") clear space.
• This logo shouId never be used smaller than .25" (1/4") high. It is crucial to maintain legibility and ensure recognizability wherever it is used.
• Incorrect usage of this logo can jeopardize the strength of the brand and create confusion, including among the relevant public as to the source or sponsorship of LWV and its services. Below are examples of incorrect uses. These are representative of how the logo should never be used. Distorted (stretched/squished) artwork Altered logotype Distorting effects Incorrect colors on incorrect color background Strong/competing background color/ pattern especially when it obscures all or part of the trademark. Altered relationship between logotype and other typographic elements Clear space violated Incorrect logo colors
• This logo is defined with the primary LWV mark (without the words “League of Women Voters”) and a registered trademark symbol. These components are always placed in a fixed relationship and should never be altered, modified, or recreated in any way.
• The spacing relationship between the LWV mark and the registered trademark symbol should never be altered, modified, or recreated in any way. There are NO exceptions allowed for this logo.
• To ensure brand integrity and visibility, this logo should always be kept a minimum distance clear of competing text, images, and graphics. It must remain surrounded on all sides by a minimum of .25" (1/4") clear space.
• Incorrect usage of this logo can jeopardize the strength of the brand and create confusion, including among the relevant public as to the source or sponsorship of LWV and its services. Below are examples of incorrect uses. These are representative of how the logo should never be used. Distorted (stretched/squished) artwork Altered logotype Distorting effects Incorrect colors on incorrect color background Clear space violated Strong/competing background color/ pattern especially when it obscures all or part of the trademark. Altered mark typographic relationship Incorrect logo colors
• This logo is made up of three components, defined as the primary LWV mark, secondary typographic element “League of Women Voters” with a registered trademark symbol, and third element specifically identifying the Education Fund. These three components are always placed in a fixed relationship and should never be altered, modified, or recreated in any way.
• The spacing relationship between the LWV mark, typography and the registered trademark symbol should never be altered,modified, or recreated in any way. There are NO exceptions allowed for this logo.
• To ensure brand integrity and visibility, this logo should always be kept a minimum distance clear of competing text, images, and graphics. It must remain surrounded on all sides by a minimum of .25" (1/4") clear space .
• This logo shouId never be used where the letter height is smaller than .25" (1/4") high. It is crucial to maintain legibility and ensure recognizability wherever it is used.
• This logo is made up of three components, defined as the primary LWV mark, secondary typographic element “League of Women Voters” with a registered trademark symbol, and third element specifically identifying ‘of the United States". These three components are always placed in a fixed relationship and should never be altered, modified, or recreated in any way.
• The spacing relationship between the LWV mark and the typographic elements has been established and defined to visually connect the logo. Both are integral components of this logo and the relationship and spacing should never be altered, modified, or recreated in any way. There are NO exceptions allowed for this logo.
• This logo shouId never be used where the letter height is smaller than .25" (1/4") high. It is crucial to maintain legibility and ensure recog­nizability wherever it is used.
• This logo is made up of three components, defined as the primary LWV mark, secondary typographic element “League of Women Voters” with a registered trademark symbol, and third element specifically customized for the local league chapter name consistent with the specific criteria herein. These three components are always placed in a fixed relationship and should never be altered, modified, or recreated in any way. Customized logos to be provided by, and are only available from, LWV.
• The spacing relationship between the LWV mark and the typographic elements has been established and defined to visually connect the logo. Both are integral components of this logo and the relationship and spacing shouId never be altered, modified, or recreated in any way. There are NO exceptions allowed for this logo.
• This logo shouId never be used where the descriptor letter height is smaller than .25" (1/4") high. It is crucial to maintain legibility and ensure recognizability wherever it is used.

Website Guidelines

• The color palette of the LWV family of logos consists of a defined set of two primary and three secondary colors. Color is an integral part of our brand identity, and consistent use of these colors will create recognition and strengthen the brand. There are no acceptable exceptions for logo or brand use.
• The following color-build percentages MUST BE FOLLOWED for the correct application of the logo to maintain brand consistency and color accuracy. There are no acceptable alterations Logos to be used for web or digital applications must use the required RGB or HEX equivalents as indicated below.
• LWV Blue R0 G85 B150 hex #005596
• LWV Red R190 G15 B52 hex #be0f34
• LWV Light Purple R130 G2 B99 hex #820263
• LWV Dark Purple R82 G28 B80 hex #521c50
• LWV Gold R236 G164 B0 hex #eca400
• Primary LWV typography for web use consists of two typeface families: Merriweather and Lato. All faces and weights are acceptable for use from both families for LWV website use. These typographic families were chosen for their readability, compatibility with each other, and their clean, progressive look consistent with the LWV brand.

File Naming Conventions

• Logo files have been developed and saved using the following naming conventions. Below is a description of each and their potential uses.
• .jpg format logos are provided in three different sizes which can be used for internaI office printing, presentations, etc. on a white background. Both color and black and white versions are provided.
• Master vector files should NEVER BE EDITED and NEVER SHARED without authorization from LWV. These files are the master files which should be used to create all other file formats.
• .png format logos are provided in three different sizes which can be used for internaI office printing, presentations, etc. when a transparent background is needed. Both color and black and white versions are provided.

Color Profile Designation

• Logo files are saved using specific color profiles for consistent color reproduction.
• Web RGB color preview; sRGB IEC61966-2.1 profile
• Print CMYK color preview; U.S. Web Coated (SWOP) v2 profile

Additional Properties