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Branding Overview
and Guidelines
and Architecture
Table of Contents
new york STATE BRAND GUIDELINES
5. Guidelines Commitment
The Opportunity
New York State has the opportunity to accrue the benefits that come from a clear, consistent and
accurate representation of itself. We will accomplish this through the creation and management
of our brand across all agencies, authorities and programs and on all of their respective pieces of
communication.
Benefits of Branding
for New York State
Consistent graphic approach
More effective messaging
More efficient materials creation
Better customer experience and enhanced service delivery
Our Approach
Research driven
Input from residents, business owners, leaders and tourists
Collaboration across agencies
NY State
Brand
Promise
NY State
Brand
Personality
NY State
Brand
Values
STATE OF
OPPORTUNITY
The idea
we want to convey
The personality
we want to project.
The perceptions
we build on
Guidelines Impact
Summary
New York State brand logo will be mandatory for agency and/or program communications.
No agency, program or initiative will use or create its own logo with the following exceptions:
NY State Lottery, MTA, ILNY, 511, Start Up NY. These legacy logos will still be required to
co-brand their materials and follow all other branding guidelines.
PANYNJ, SUNY and State Education Departments are exempt from branding guidelines.
The Great Seal of the State of NY will be standardized and available for use only by the
Governors office or with permission of the Secretary of State. The Coat of Arms will be used
only for legal documents (e.g., registration, etc.).
The Governors office will have a distinctive set of guidelines and templates for exclusive use
to communicate Governors office initiatives.
There are eight agency groupings which should define taxonomy in all enterprise initiatives.
Each grouping - and the agencies within each grouping - have an associated color palette.
Introduction to the
Brand Guidelines
Glossary of
Terms
Anchor line: The vertical or horizontal line used in lock ups that separates one entity from
another (e.g. an agency from one of its programs); or the line that anchors an agency or
program/initiative in a piece of communication in the absence of an endorsing entity. (See
page 32 for an example.)
Architecture: The hierarchy and relative relationships that define how New York State
and its various entities visually appear together in communications. The architecture has
several levels, where Level 1 (NY State) is the primary governing entity in visual display. The
entities on levels successively below are assigned visual governance status as secondary
(Level 2), tertiary (Level 3) and so on. The NY State brand architecture helps guide and
streamline the appearance of all entities under the purview of the state.
Color palette: A set of approved colors to be used when representing the NY State brand,
as well as the eight groupings of agencies and initiatives.
Endorsement: How one entity in the state government visually supports or sponsors
another in communications. It represents a hierarchy of entities, where there are secondary
and/or tertiary entities that are endorsed by a primary entity. This is represented visually
in the architecture system (see definition above). An endorsing entity is higher up in the
architecture than an endorsed entity. The highest entity in the architecture is NY State. NY
State will always be an endorsing entity. (See pages 82-86 for examples.)
Entity: A catch-all phrase for state agencies, offices, authorities, programs and initiatives.
Footprint: The surface area taken up by entities either alone or in lock ups in visual display. A footprint can be measured in a ratio: for example, 2 high x 3 wide.
Grouping: One of eight categories of NY State government services under which all agencies
and initiatives are organized for the purposes of visual display, and to make searching for
those agencies and initiatives by citizens, businesses and visitors easier and more intuitive.
Holding shape: A geometric configuration that provides a spatial context in which visual
and/or verbal elements are contained, or held. These shapes are intended to ensure
consistency of how visual or verbal information is presented in media so that communications from any agency, office or program under the purview of NY State have a familial
resemblance. They are scalable and designed to accommodate a variety of color, text and
visuals for creativity and flexibility in design. (See page 71-72 for examples.)
Iconography: The use of simple stylized, illustrated images to rapidly convey the location
or intention of information. These are often seen on buttons for smart phones and signs.
Examples include the image of a clock face to signify a time-related matter; the image of a
shopping cart to signify a purchase; or the image of a back arrow to signify navigation. (See
page 76 for an example.)
Lock up: How different elements (color, shape, type, tag line) or different entities (NY State,
agencies, programs) integrate as a unit. These can be mono lock ups, where only one entity is represented; duo lock ups, where two entities are represented in a fixed relationship
to each other; and multiple lock ups, where three or more entities are represented in a
fixed relationship to each other. (See page 32 for an example.)
NY State identifier: The brand mark without the tag line that is used as the visual representation when the state of opportunity tag line is not appropriate. (See page 12 for an example.)
Verbal assets: Verbal properties of the brand system, such as the tag line
(State of Opportunity).
Visual assets: Visual properties of the brand system, such as brand mark, identifier,
typography, color, photography, illustrations, charts, etc.
10
1.1
New York
Optibea
ipsume
State poribust
brand mark
et molupta volorroviti aborem. Itatur,
sinvell
To
the right
aborestrunt
is the New
resentur
York reprovide
State brand
autmarkthe
velectis corerem
first of ex
evendia
its
kind. Itmendio
will be ommodissit,
a registered con
trademark,
cumquia
protected
cum il et by
accabothe
rum sero quatias
Trademark
Act of Aquibus,
the United
quae.
States
Nem
of America.
unt aut etItex
features
eos sus,
the
inis utetofetNew
outline
asperum
York State
fugiatiinostiur
a gradient
a nobitam,
blue color,
ius, consequat
intersecting
reribus.
with
the name of the state in gold, and the tag line in blue:
Ferem.
State
ofEvento
Opportunity.
berum quam fuga. Ut antiatat lamusa nestisin
rercide mporibus sum fugit alit officiuribus quae optatibus sed
eatemqu
The
tag line
aepudis eaquistias nem expliquis quia quia quam
lautintegral
An
fuga. Utpart
eveles
of the
es brand
autemolutem
mark, the
nos
tagadline
moistem
an expression
laute
nietur
of
the simaio.
brand strategy, the brand promise (State of Opportunity),
along with the brand character personality traits (Inspiring,
Derum et Compassionate
Dynamic,
omnias vellabores
andcusaper
Authentic).
eptaspe rovidessum
que ex estio temo tet dolest re volupta nonem. Aborit offic tet
officipienda
When
to useeatur
the brand
molupta
mark
spicidem dolupti qui vellab in est,
a cullab
The
brand
ipitmark
et officil
is the
iniende
universal
risintprimary
harumet
brand
alitemodi
mark for
te aut
NY
estoriaItabor
State.
should
solo
beeaquatent.
used whenever possible and appropriate.
Aquibuscid
For
exceptions,
ut explaboribus
please see the
ducim
next
idestem
page, the
rerunt
NY ipsandit
State la
dolut magnatibus.
identifier.
Issitia tumquam quia voluptat dipsapienis et, ulpa nonsequatur?
Please
see the following pages for guidelines regarding how
itAsped
should
quam,
be deployed.
testo elis et velit faccabo. Es ditaque lis nullorrupit eos re quUdanti nossi te nobis iniaectem ra conem elita
idelici andelen deligen dandici tioria cupit, sit atiat eaquidu
cimus, vellupt aturit estiam fugia sitam fugit as doluptatures
conessincium autempor maxim aliam, veles ea nos sinvenis
maiorerias aut di conem quat omsedis eatus prae.
O
P
F
THE BRAND MARK BELOW IS THE SOLE AND PRIMARY BRAND MARK
FOR NY STATE. IT SHOULD BE USED WHENEVER POSSIBLE AND APPROPRIATE.
11
1.2
Optibea
ipsume
New
York
State poribust
identifieret molupta volorroviti aborem. Itatur,
sinvell
aborestrunt
resentur
aut velectis
corerem
To
the right
is the New
York reprovide
State Identifier.
It is similar
to ex
evendia
ommodissit,
cumquia
accabothe
brandmendio
mark, but
does notcon
have
the tagcum
line.ilItetwill
be a
rum sero quatias
Aquibus,
quae. Nem
aut et ex Act
eosof
sus,
registered
trademark,
protected
by theunt
Trademark
the
inis utetStates
et asperum
fugiatiItostiur
a nobitam,
ius, of
consequat
United
of America.
features
the outline
New York
reribus.
State
in a gradient blue color, intersecting with the name of the
Ferem.
state
in Evento
gold. berum quam fuga. Ut antiatat lamusa nestisin
rercide mporibus sum fugit alit officiuribus quae optatibus sed
eatemqu
aepudis
eaquistias nem expliquis quia quia quam
When
to use
the identifier
laut fuga.
Ut eveles
autemolutem
nos mark
ad mo
The
identifier
is usedes
instead
of the brand
in tem
threelaute
nietur simaio.
exceptions:
1) when the content of the communication is at
O
P
F
12
1.3
Optibea
ipsume poribust et molupta volorroviti aborem. Itatur,
Clear
space
sinvell
aborestrunt
resentur
reprovide
velectis
corerem
To
ensure
the proper
prominence
and aut
legibility
of the
New ex
evendia
mendio
con cumquia
il et accaboYork
State
brand ommodissit,
mark and identifier,
alwayscum
surround
it with a
rum sero quatias
quae. Nem
unt aut
et exisolates
eos sus,
minimum
amount Aquibus,
of clear space.
This clear
space
the
inis utet
et asperum
fugiatifrom
ostiur
a nobitam,
ius, consequat
brand
mark
and identifier
competing
elements
such as
reribus.
text,
photography or background patterns that may
Ferem. Evento
quam fuga. Ut antiatat lamusa nestisin
compromise
itsberum
appearance.
rercide mporibus sum fugit alit officiuribus quae optatibus sed
eatemqu
eaquistias
expliquis
quia quia
quamto
The
clear aepudis
space for
the brandnem
mark
and identifier
is equal
laut height
fuga. Ut
autemolutem
nos
ad mo
laute
the
ofeveles
the firstesletter
of the state
name
(N),tem
in whatever
nieturinsimaio.
size
which the brand mark and identifier are reproduced.
O
P
F
Derum et omnias
Minimum
size vellabores cusaper eptaspe rovidessum
que NYS
ex estio
temo
tet and
dolest
re volupta
offic tet
The
brand
mark
identifier
can nonem.
be usedAborit
in a wide
officipienda
eatur
molupta
spicidem
dolupti
qui vellab
in est,
variety
of sizes,
but
when sized
too small,
legibility
is reduced
a cullab
ipit is
etdiminished.
officil iniende
risint
harumet
alitemodi
te aut by
and
impact
The
minimum
size
is determined
estoria
abor
eaquatent.
the
height
ofsolo
the lock
up. The brand mark and its tag line and
Aquibuscid
explaboribus
ducim smaller
idestemthan
rerunt
ipsandit
la
the
identifierutshould
never appear
.25
in height,
dolutonly
magnatibus.
and
at that size if production standards ensure legibility.
Issitia tumquam quia voluptat dipsapienis et, ulpa nonsequatur?
Asped quam, testo elis et velit faccabo. Es ditaque lis nullorrupit eos re quUdanti nossi te nobis iniaectem ra conem elita
idelici andelen deligen dandici tioria cupit, sit atiat eaquidu
cimus, vellupt aturit estiam fugia sitam fugit as doluptatures
conessincium autempor maxim aliam, veles ea nos sinvenis
maiorerias aut di conem quat omsedis eatus prae.
MINIMUM SIZE
.25 Inches
.25 Inches
13
1.4
DO NOT OUTLINE
THE BRAND MARK
TRANSPORTATION
DO NOT ROTATE
THE BRAND MARK
14
1.5
DO NOT OUTLINE
THE IDENTIFIER
TRANSPORTATION
DO NOT ROTATE
THE IDENTIFIER
15
1.6
CORE COLORS
AND TINTS FOR
NEW YORK STATE
NYS CORE COLOR PALETTE
Legacy colors
The New York State color palette retains the the gold and dark
blue most often used in NYS communications. Gold evokes
the value of being inspiring, while the dark blue evokes the
value of being authentictwo personality traits in the states
brand character.
New colors
To help convey another personality trait in the brand character
(dynamic), a light blue has been added, enlivening the palette
overall, yet in keeping with the legacy colors. The light blue
can be used as a solid color, or in a blue gradient as shown to
the right.
O
P
F
GRADIENT BLUE
GOLD
LIGHT BLUE
DARK BLUE
16
1.7
CORE PRIMARY
COLOR PALETTE
NYS PRIMARY CORE COLORS
O
P
F
CMYK 100/90/6/1
RGB 37/67/142
HEX #27509F
PANTONE
130 U
CMYK 2/37/100/0
RGB 243/168/50
HEX #F3A932
CMYK 71/15/0/0
RGB 50/171/233
HEX #32ABDF
PANTONE
3005 U
CMYK 85/50/0/0
RGB 35/119/185
HEX #2377B9
PANTONE
288 U
CMYK 100/90/30/25
RGB 31/50/97
HEX #1F3261
17
1.8
CORE SECONDARY
COLOR PALETTE
NYS SECONDARY CORE COLORS
O
P
F
PANTONE
108 U
CMYK 1/16/97/0
RGB 252/208/54
HEX #FCD036
PANTONE
106 U
CMYK 1/8/75/0
RGB 254/224/105
HEX #FEE069
PANTONE
2925 U
CMYK 85/50/0/0
RGB 64/152/217
HEX #4098D9
PANTONE
284 U
CMYK 61/35/0/0
RGB 104/148/202
HEX #6894CA
PANTONE
293 U
CMYK 100/90/6/1
RGB 37/65/142
HEX #25418E
PANTONE
300 U
CMYK 95/80/0/0
RGB 39/80/159
HEX #27509F
PANTONE
NEUTRAL BLACK U
CMYK 0/0/0/90
RGB 65/65/66
HEX 414142
PANTONE
426 U
CMYK 0/0/0/72
RGB 105/106/108
HEX 696A6C
PANTONE
COOL GRAY 8 U
CMYK 45/36/35/1
RGB 147/149/152
HEX #939598
PANTONE
420 U
CMYK 26/20/21/0
RGB 190/190/190
HEX #BEbEbE
PANTONE
COOL GRAY 1 U
CMYK 13/10/12/0
RGB 218/217/215
HEX #DAD9D7
PANTONE
7541 U
CMYK 12/6/6/6
RGB 222/228/230
HEX DEE4E6
18
1.9
To the right
Optibea
ipsume
are several
poribust
illustrations
et moluptaofvolorroviti
the approved
aborem.
ways
Itatur,
to
sinvell aborestrunt
showcase
the NY State
resentur
brand
reprovide
mark, a aut
lockvelectis
up that corerem
includes ex
the
evendia
tag
line. These
mendioinclude
ommodissit,
approved
con one-color
cumquia cum
variations
il et accabowhen
rumbrand
the
sero quatias
mark appears
Aquibus,
onquae.
a white
Nem
background,
unt aut et ex
as eos
wellsus,
as
inis utet etcolor
approved
asperum
backgrounds
fugiati ostiur
on which
a nobitam,
the brand
ius, consequat
mark may
reribus.
be
featured.
Ferem. Evento berum quam fuga. Ut antiatat lamusa nestisin
rercidecolor
These
mporibus
variations
sum fugit
are examples
alit officiuribus
takenquae
from optatibus
the core sed
eatemquand
palette,
aepudis
provide
eaquistias
contrast nem
and legibility
expliquisfor
quia
thequia
NY quam
State
laut fuga.
brand
mark.
Ut eveles es autemolutem nos ad mo tem laute
nietur simaio.
You may also use any color from the NYS color palette to
Derum et omnias
showcase
the NYSvellabores
brand mark,
cusaper
usingeptaspe
good judgment
rovidessum
for
que ex estio
contrast
and temo
legibility.
tet dolest
Any other
re volupta
color representations
nonem. Aborit offic
of the
tet
officipienda
brand
mark outside
eatur molupta
of the approved
spicidem dolupti
color palette
qui vellab
are ainviolaest,
a cullab
tion
of the
ipitguidelines.
et officil iniende risint harumet alitemodi te aut
estoria abor solo eaquatent.
Aquibuscid ut explaboribus ducim idestem rerunt ipsandit la
dolut magnatibus.
Issitia tumquam quia voluptat dipsapienis et, ulpa nonsequatur?
Asped quam, testo elis et velit faccabo. Es ditaque lis nullorrupit eos re quUdanti nossi te nobis iniaectem ra conem elita
idelici andelen deligen dandici tioria cupit, sit atiat eaquidu
cimus, vellupt aturit estiam fugia sitam fugit as doluptatures
conessincium autempor maxim aliam, veles ea nos sinvenis
maiorerias aut di conem quat omsedis eatus prae.
O
P
F
19
1.10
To the right
Optibea
ipsume
are several
poribust
illustrations
et moluptaofvolorroviti
the approved
aborem.
ways
Itatur,
to
sinvell aborestrunt
showcase
the NY State
resentur
identifier,
reprovide
a lock
aut
upvelectis
that does
corerem
not use
ex
evendia
the
tag line.
mendio
These
ommodissit,
include approved
con cumquia
one-color
cum variations
il et accaborum sero
when
the quatias
identifier
Aquibus,
appearsquae.
on a Nem
whiteunt
background,
aut et ex eos
as well
sus, as
inis utet etcolor
approved
asperum
backgrounds
fugiati ostiur
on which
a nobitam,
the identifier
ius, consequat
may be
reribus.
featured.
Ferem. Evento berum quam fuga. Ut antiatat lamusa nestisin
rercidecolor
These
mporibus
variations
sumare
fugit
examples
alit officiuribus
taken from
quae
theoptatibus
core palette,
sed
eatemqu
and
provide
aepudis
contrast
eaquistias
and legibility
nemfor
expliquis
the NY State
quia quia
identifier.
quam
laut fuga. Ut eveles es autemolutem nos ad mo tem laute
nietur
You
may
simaio.
also use any color from the NYS color palette to
showcase the NYS identifier, using good judgment for contrast
Derum
and
legibility.
et omnias
Any vellabores
other colorcusaper
representations
eptaspe of
rovidessum
the identifier
que ex estio
outside
of thetemo
approved
tet dolest
colorrepalette
voluptaare
nonem.
a violation
Aboritofoffic
the tet
officipienda eatur molupta spicidem dolupti qui vellab in est,
guidelines.
a cullab ipit et officil iniende risint harumet alitemodi te aut
estoria abor solo eaquatent.
Aquibuscid ut explaboribus ducim idestem rerunt ipsandit la
dolut magnatibus.
Issitia tumquam quia voluptat dipsapienis et, ulpa nonsequatur?
Asped quam, testo elis et velit faccabo. Es ditaque lis nullorrupit eos re quUdanti nossi te nobis iniaectem ra conem elita
idelici andelen deligen dandici tioria cupit, sit atiat eaquidu
cimus, vellupt aturit estiam fugia sitam fugit as doluptatures
conessincium autempor maxim aliam, veles ea nos sinvenis
maiorerias aut di conem quat omsedis eatus prae.
O
P
F
20
1.11
CORE
TYPOGRAPHY
O
P
F
Proxima Nova
This font has been selected for its versatility and legibility for body
copy. It offers many weights and styles, which provide a broad
degree of design flexibility for all graphic communications.
Oswald Light
This font has been selected for its narrow footprint and diverse
weights to use as accent copy, such as a subtitle, a list or a
piece of information that needs to be called out. This font has
also been re-drawn and reformed to better fit the pixel grid of
standard digital screens. Oswald is designed to be used freely
across the internet by web browsers on desktop computers,
laptops and mobile devices.
See page 87 for information on DSari and Proxima nova font
licenses for desktop and app.
SYSTEM FONT
D Sari Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*
COMMUNICATION FONTS
Oswald Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*
Oswald Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*
21
1.12
TYPOGRAPHY
STYLE
O
P
F
TYPOGRAPHY
TYPE STYLE
Oswald Light
Oswald Regular
Oswald Bold
Typography exceptions
In cases where the primary use of type restricts visual differentiation and impact, the other type weights of the Proxima and
Oswald families may be used.
INFORMATION OR DATA
THAT NEEDS TO BE HIGHLIGHTED
OR EMPHASIZED SHOULD BE SET IN
OSWLAD BOLD, UPPER CASE
LOREM IPSUM
100%
22
1.13
REPLACEMENT
FONTS
REPLACEMENT AND WEB FONTS
O
P
F
Arial Regular
Oswald Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*
Arial Bold
Oswald Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*
Oswald Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*
23
1.14
REPLACEMENT
FONTS STYLE
O
P
F
TYPOGRAPHY
TYPE STYLE
Arial Regular
Arial Bold
Oswald Light
Oswald Regular
Oswald Bold
Typography exceptions
In cases where the primary use of type restricts visual
differentiation and impact, the other type weights of the
Arial and Oswald families may be used.
INFORMATION OR DATA
THAT NEEDS TO BE HIGHLIGHTED
OR EMPHASIZED SHOULD BE SET IN
OSWLAD BOLD, UPPER CASE
LOREM IPSUM
100%
24
1.15
NAMING CONVENTIONS
FOR PROGRAMS AND
INITIATIVES
Names of programs and initiatives can in themselves become verbal assets of the NY State brand.
Names should communicate positive associations with the concerns and interest of targeted audiences.
They should also be simple and memorable.
Program names should have as few syllables as possible. Generally, unless topically inappropriate,
programs will consist of the program name followed by the letters NY as in examples below.
Examples:
StartUpNY
TasteNY
GlobalNY
ILoveNY
O
P
F
25
Streamlining the way agencies, authorities, offices and programs are organized
All of the entities of NY State have been organized into eight groupings: Statewide Elected Officials, Recreation & Environment,
Health & Human Services, Education, Public Safety, Transportation & Utilities, Local & Regional Authorities,
and Business & Administration
Rationale for groupings
The decisions on number and names of groupings, as well as which entities go under which groupings, are based on two criteria:
How the various entities function in delivering services to citizens and businesses
Quantitative research with hundreds of citizens and business decision makers who routinely use government services, and
search for them on state-sponsored websites
The groupings reflect one of the stated objectives of the New York State brand guideline initiative: to strengthen and clarify
how services are oriented, to provide a better user experience and enhance the States service delivery
Creating an architecture for the state and its entities
An architecture defines how the New York State brand exists with category groupings and the entities (agencies, authorities,
offices and programs) organized under them in visual display. Because these elements and their relation to each other are
so essential to the New York State brand, the guidelines around these core assets are very specific and not open to much
interpretation.
26
2.1
STATE
Groupings
For the purposes of display, all state agencies authorities and
major programs have been arranged into eight groupings
shown on the right.
Rationale
There are approximately 100 agencies authorities and major
programs represented in New York State. By arranging them
into eight groupings, it streamlines their presentation to
citizens, businesses and visitors, and creates greater
consistency of display.
O
P
F
Education
Public Safety
Transportation & Utilities
Local & Regional Authorities
Business & Administration
Education
Public Safety
27
2.2
GROUPINGS
PRIMARY COLOR
SECONDARY COLORS
Statewide
Elected Officials
PANTONE 349 U
CMYK 87/42/93/45
RGB 22/77/44
HEX #164D2C
PANTONE 773 U
CMYK 71/3467/15
RGB 79/122/98
HEX #4f7A62
PANTONE 563 U
CMYK 44/20/39/0
RGB 149/175/160
HEX #95afa0
PANTONE 3975 U
CMYK 46/34/97/10
RGB 140/137/61
HEX #8C893D
PANTONE 7546 U
CMYK 35/25/73/7
RGB 164/159/99
HEX #A49F63
PANTONE 5855 U
CMYK 21/15/44/5
RGB 195/190/151
HEX #C3BE97
PANTONE 2617 U
CMYK 57/71/181/11
RGB 118/88/132
HEX #765884
PANTONE 7661 U
CMYK 34/43/11/11
RGB 155/134/163
HEX 9B86A3
PANTONE 166 U
CMYK 5/73/82/1
RGB 227/104/69
HEX #E36845
PANTONE 7413 U
CMYK 6/59/73/1
RGB 227/128/88
HEX #E38058
PANTONE 473U
CMYK 4/36/44/1
RGB 237/174/143
HEX #EDAE8F
Education
28
2.2
GROUPINGS
PRIMARY COLOR
SECONDARY COLORS
Public Safety
PANTONE 5415 U
CMYK 66/46/31/4
RGB 101/124/145
HEX #657C91
PANTONE 5425 U
CMYK 49/35/23/3
RGB 134/148/166
HEX #8694A6
PANTONE 7543 U
CMYK 30/21/14/2
RGB 175/182/194
HEX #AFB6C2
PANTONE 307 U
CMYK 94/48/18/1
RGB 0/116/161
HEX #0074A1
PANTONE 543 U
CMYK 53/23/5/0
RGB 122/170/208
HEX #7AAAD0
PANTONE 65I U
CMYK 30/16/5/0
RGB 175/195/218
HEX #AFC3DA
PANTONE 4625 U
CMYK 43/69/94/51
RGB 91/56/27
HEX #53381B
PANTONE 1545 U
CMYK 32/52/71/38
RGB 122/90/64
HEX #7A5A40
PANTONE 4655 U
CMYK 20/31/42/23
RGB 165/141/120
HEX #A58D78
PANTONE 7474 U
CMYK 75/32/37/3
RGB 69/137/147
HEX #458993
PANTONE 5493 U
CMYK 57/28/31/1
RGB 147/183/188
HEX #779CA3
PANTONE 5503 U
CMYK 44/16/23/0
RGB 147/183/188
HEX #93B7BC
Business &
Administration
29
NY State Architecture:
Introducing Endorsement
Systems and Sample Lock Ups
30
2.3
Brand architecture*
As stated previously in these guidelines, an architecture sets
forth rules governing hierarchies and relationships for the state
and its agencies, offices and initiatives. In the illustration on the
right, the New York State brand mark is pre-eminent (Level 1 in
the hierarchy), and serves to endorse agencies and programs
(Level 3).
NO AGENCIES, PROGRAMS, OR INITIATIVES (WITH THE EXCEPTION OF THOSE LISTED ON PAGE 44) WILL HAVE THEIR
OWN BRAND MARK OR LOGO. AGENCY NAMES WILL BE DISPLAYED IN TYPOGRAPHY LOCKED UP WITH THE NY STATE
BRAND MARK IN D SARI BOLD.
O
P
F
Please see the following pages for guidelines on the endorsement lock ups.
*There are six exceptions to the rules stated here.
Please see pages 44 for which agency and programs
will retain their logos.
Business &
Administration
Public Safety
Education
Recreation &
Environment
Health &
Human Services
Statewide
Elected Officials
Local &
Regional Authorities
Transportation
& Utilities
Agency
Name
31
2.4
Lock ups
The illustration to the right shows how the New York State
brand mark lock up is displayed: in a horizontal format, with
the brand mark on the left, the agency on the right, and separated by the anchor line. As shown, the agency is rendered
in title case (initial capitals, followed by lower case type) in the
D Sari bold type font.
Agency
Name
O
P
F
Relative relationships
As shown top right, the distance between the anchor line and
both the NYS brand mark and the agency name is the width
of the N in the brand mark. Clear space around the lock up
should be the height of the N as well.
Agency
Name
SAME
THICKNESS
THE ANCHOR
LINE
Agency
Name
N = THE HEIGHT OF THE
LETTER N IN THE STATE
NAME NEW YORK
DONTS
Agency
Name
DO NOT CHANGE THE SIZE PROPORTION
AGENCY
NAME
DO NOT USE TYPE ALL CAPS
32
2.5
ARCHITECTURE AND
SAMPLE ENTITY LOCK UPS
NEW YORK STATE ENTITIES LOCKUP
EXAMPLE
O
P
F
GROUPINGS
TRANSPORTATION
& UTILITIES
GROUPING
DICTATES
THE COLOR
TRANSPORTATION &
UTILITIES ENTITIES
LOCK UP
Entity
Name
Bridge
Authority
AN ENTITY IS AN AGENCY,
OFFICE, AUTHORITY, DIVISION
OR PROGRAM
Capital District
Transportation
Authority
Department of
Motor Vehicles
33
2.6
O
P
F
PRIMARY TREATMENT
PRIMARY TREATMENT
Bridge
Authority
SECONDARY TREATMENT
Emergency
Management
SECONDARY TREATMENT
Bridge
Authority
Bridge
Authority
Emergency
Management
Emergency
Management
34
2.7
SINGLE AGENCY
ENDORSEMENT
IMPLEMENTATION OF A SINGLE AGENCY ENDORSEMENT APPLICATION
Agency
Name
35
2.8
Department of
Motor Vehicles
Teen Drivers
dmv.ny.gov
36
2.9
ENDORSEMENT OF AN ENTITY
OWNED BY AN AGENCY,
AUTHORITY OR OFFICE
SINGLE ENTITY AND ENDORSING AGENCY
Entity
Name
Single surface
When there is only one page or surface in the communication,
the program, division or initiative is locked up with the NY
State brand mark, and the agency is rendered in type at the
bottom of the surface.
Multiple surfaces
When there is more than one page or surface in the communication, the program, division or initiative is locked up with the
NY State brand mark on the cover, and the agency is locked
up with the NY State brand mark on a different surface.
Entity
Name
AGENCY NAME ON
SINGLE SURFACE COMMUNICATION
Agency
Name
37
2.10
EXAMPLE OF AN ENDORSED
ENTITY OWNED BY AN AGENCY,
AUTHORITY OR OFFICE (1 0F 2)
Viewing the lock up
This is what the finished endorsement system could look like.
Size and placement on the page in actual communications can
vary based on different layouts. View the sample to the right
only for how the endorsement system is rendered.*
Building
Economic
Opportunities
for MWBEs
38
2.10
EXAMPLE OF AN ENDORSED
ENTITY OWNED BY AN AGENCY,
AUTHORITY OR OFFICE (2 0F 2)
ONE MISSION
The mission of the Division of Minority and
Women-Owned Business Development is to
promote equality of economic opportunities
for Minority and Women-Owned Business
Enterprises (MWBEs) and to eliminate barriers
to their participation in state contracts.
We supplement New York States economic
leadership with information and resources
that increase access to opportunities for
minority and women-owned businesses
throughout the State.
Certifying MWBEs
To review applications by businesses seeking
certification as an MWBE and to maintain a
directory of certified MWBEs
Strengthening MWBEs
To promote the business development of
MWBEs through training, education and
outreach, and connecting MWBEs to other
technical and financial assistance
Building
Economic
Opportunities
for MWBEs
39
2.11
BUILDING MULTIPLE
AGENCY LOCK UPS
X VALUE
O
P
F
Agency
Name
Leading
Agency Name
Agency
Name 2
Agency
Name 3
Leading
Agency Name
Agency
Name 2
Agency
Name 3
40
2.12
SCHEMATIC OF AN ENDORSED
ENTITY AND MULTIPLE AGENCY
LOCK UP
ENTITY AND MULTIPLE AGENCIES
(THE LEADING AGENCY IS THE AGENCY THAT OWNS THE PROGRAM OR INITIATIVE BEING FEATURED.)
HORIZONTAL MULTIPLE
AGENCIES LOCK UP
Entity
Name
Leading
Agency Name
Agency
Name 2
Agency
Name 3
VERTICAL MULTIPLE
AGENCIES LOCK UP
Entity
Name
Leading
Agency Name
Agency
Name 2
Agency
Name 3
41
2.13
EXAMPLE OF AN ENDORSED
ENTITY AND MULTIPLE AGENCY
LOCK UP
Viewing the lock up
This is what the finished endorsement system would look like
for a program or initiative that is owned by one agency, and
supported by other agencies in a real world example. Size
and placement on the page in actual communications can vary
based on different layouts. View the sample to the right only
for how the endorsement system is rendered.*
The endorsement shows that the program is the central
subject and purpose of the communication
As seen here, the program or initiative is locked up with the
NY State brand mark, the supporting agencies are locked
up together, and the leading agency owning the program or
initiative is listed first and appears larger (see previous pages
for formulas).
The architecture is clean, clear and consistent
These guidelines help reduce the clutter of lock ups, yet
ensure that the program or division is properly endorsed by
the agency owning it and the state, with participation from
supporting agencies.
*See section 4 (pages 70-86) for design layout guidelines.
PRESS EVENT
July 19, 2015 at 1:00p.m.
Lake Welch State Park
Harriman, NY
42
2.14
COLOR SELECTION
FOR MULTIPLE AGENCY
LOCK UPS
HORIZONTAL MULTIPLE AGENCY (FROM THE SAME GROUPING) LOCK UP
O
P
F
Hudson River
Park Trust
Hudson River
Valley Greenway
Hudson River
Park Trust
Hudson River
Valley Greenway
Office of Parks,
Recreation and
Historic Preservation
Office of Parks,
Recreation and
Historic Preservation
Empire State
Development
Department of
Motor Vehicles
Division of Homeland
Security and
Emergency Services
43
2.15
44
2.16
SCHEMATIC OF A LEGACY
LOGO ENDORSEMENT
LEGACY LOGO ENDORSEMENT
Program
Logo
1. LEGACY LOGO
Agency
Name
Agency
Logo
BRAND MARK
45
2.17
46
2.18
Improving,
non-stop.
Were making improvements that you
can see every day. Including a new way
to tell you about improvements.
Just look up.
47
2.19
Legacy
Logo
Sub
Program
Sub
Program
48
2.20
Sub
Program
Agency
Name
Agency
Logo
BRAND MARK
Program
Logo
49
2.21
Discover
New York State
Explore
Today
ilovenew.com/paththroughhistory
U.S. Presidents
War of 1802
Womens Rights
50
2.22
SCHEMATIC OF A MULTIPLE
LEGACY LOGOS ENDORSEMENT
LEGACY LOGO ENDORSEMENT
1. LEGACY LOGOS
2. BRAND MARK
Legacy
Agency
Legacy
Program
51
2.23
EXAMPLE OF MULTIPLE
LEGACY LOGOS ENDORSEMENT
GET
OUTTA
TOWN.
Heart Lake and Algonquin Mountain, NY.
Plan your next New York State vacation at
52
2.24
Entity
Name
Third Party
Logo
53
2.25
54
2.26
STATIONERY
Letterhead
As seen to the right, the name and contact information for the
employee are on the top left of the page, and on the bottom of
the page in the center is the lock up of the NY State brand mark
and the agency for which the employee works.
CONTACT INFO
Business cards
As seen to the right, the name and contact information for the
employee are on the bottom left of the card, and the NY State
brand mark/agency lock up appears on the top right.
O
P
F
Agency
Name
Agency
Name
55
2.27
EXAMPLE OF
STATIONERY
RICHARD
RICHARD E.
E. NEWMAN
NEWMAN
Executive
Executive Vice
Vice President,
President, State
State Marketing
Marketing Strategy
Strategy
Empire
Empire State
State Development
Development Corporation
Corporation
633
633 Third
Third Avenue,
Avenue, New
New York,
York, NY
NY 10017
10017
(212)
(212) 803-3610
803-3610 ll (646)
(646) 670-7697
670-7697 ll rnewman@esd.ny.gov
rnewman@esd.ny.gov
www.esd.ny.gov
www.esd.ny.gov
O
P
F
RICHARD
RICHARD E.
E. NEWMAN
NEWMAN
Executive
Executive Vice
Vice President,
President, State
State Marketing
Marketing Strategy
Strategy
633
633 Third
Third Avenue,
Avenue, New
New York,
York, NY
NY 10017
10017
(212)
(212) 803-3610
803-3610 ll (646)
(646) 670-7697
670-7697 ll rnewman@esd.ny.gov
rnewman@esd.ny.gov
www.esd.ny.gov
www.esd.ny.gov
56
2.28
EXAMPLE OF
BUSINESS CARDS
FULL-COLOR BUSINESS CARD EXAMPLE
Color options
Shown to the right are two different color options:
- When full-color process is available for printing use the
associated grouping color (refer to pages 28-29 for formulas).
- When only one-color process is available for printing use the
dark blue from the NY State core color palette (refer to pages
17 for formulas).
O
P
F
J. DAVID SAMPSON
RICHARD E. NEWMAN
J. DAVID SAMPSON
RICHARD E. NEWMAN
57
2.29
EMAIL SIGNATURE
Placement
Email signatures are to be placed flush left following the
contents of the email.
Typography and color
Since the recipient of the email will most likely not have
Proxima Nova, the email information will be rendered in Arial.
See size and weight guidelines to the right. Use the coded
color for the grouping under which the agency is organized for
the name of the agency in the signature.
O
P
F
58
2.30
EXAMPLE OF AN
EMAIL SIGNATURE
O
P
F
59
2.31
WEB
O
P
F
NOTE:
USE OF THE NY STATE IDENTIFIER
(NOT THE BRAND MARK) IN ONLINE
CONTEXTS WHERE SPACE IS LIMITED.
60
2.32
O
P
F
61
2.33
BRANDING IN VIDEO
COMMUNICATIONS
IDENTIFIER ON VIDEO
O
P
F
62
63
3.1
Over the years, the Great Seal of the State of New York and
the Coat of Arms have been used improperly through out
the state. The consequence has been that neither symbol
maintains any consistent recognition or authority with state
audiences.
How to comply with the rules governing The Great Seal
The Great Seal of the State of New York can only be used
by the Governors Office or with approval from the Secretary
of State (see following instructions). The Secretary of State is
the custodian of the Great Seal of the State of New York. The
seal is used to authenticate official records of the State. The
Secretary of State may authorize the use of the seal for certain
educational or commemorative purposes pursuant to State
Law section 74. Requests to reproduce the Great Seal of the
State of New York for educational or commemorative purposes, should clearly describe the proposed use. Requests to
reproduce the seal in educational publications should specify
the title and a description of the publication in which the seal
will be used, its publication date, and the number of copies
to be published. Requests must be submitted in writing to the
New York State Department of State, Office of Counsel, One
Commerce Plaza, 99 Washington Avenue, Albany, NY 12231.
The Coat of Arms
The Coat of Arms to the right is approved for use only in legal
documents, such as licenses, deeds, titles and certificates. All
other communications must use the brand mark or identifier.
Full and one color treatments
The full color Coat of Arms illustrated to the right is the only
approved color version. In cases where only one or two colors
are available for production, render the Coat of Arms in the
coded color of the grouping under which the issuing agent is
grouped.
64
3.2
Whenever the Coat of Arms is used on an official communication piece, it is imperative that the words New York State
are prominently positioned. Proper credit must be accrued
to the state, as neither the brand mark nor the identifier is
present.
Coat of Arms/Agency lock ups
The type size (lower case) of the agency name is 1/8th the
height of the Coat of Arms. The type size equals the X value
illustrated to the right.
The agency name is rendered in D Sari Bold.
Anchor line
As seen here, the horizontal or vertical line used in lock ups
that anchors one entity with another (e.g. Coat of Arms with
an agency). The anchor line thickness equals Yhalf the
thickness of the initial capital letter of the agency name. The
width (vertical lock up) or height (horizontal lock up) of the
anchor line should be the respective width/height of the Coat
of Arms.
Agency
Name
VERTICAL LOCK UP
Agency
Name
Agency
Name
HORIZONTAL LOCK UP
Agency
Name
Color
The agency name is rendered in its coded color.
A = HEIGHT OF THE
CAPITAL LETTER
OF THE AGENCY NAME
Clear space
Clear space around the Coat of Arms/agency lock up equals X.
Agency
Name
65
3.3
Agency
Name 1
Agency
Name 1
Agency
Name 2
Clear Space
Clear space around the Coat of Arms/multiple-agency
lock up equals X.
Two lock up options:
There are two lock up options, one vertical and one
horizontal, to accommodate different layout options
Agency
Name
Agency
Name 2
Agency
Name 1
HORIZONTAL LOCK UP 2
VERTICAL LOCK UP
Agency
Name 2
66
3.4
67
3.5
68
GOVERNORS
ENDORSEMENT
GOVERNORS FULL COLOR ENDORSEMENT LOCK UP
Governors Energy
Initiative
Governors Energy
Initiative
Supporting
Entity 1
Supporting
Entity 2
3.6
GOVERNORS
ENDORSEMENT
EXAMPLES
AS SEEN HERE, NOTE THE USE OF BOTH THE STATE ENDORSEMENT LOCKUP AND THE
GOVERNORS ENDORSEMENT LOCK UP.
SIZE AND PLACEMENT OF THE LOCK UPS CAN VARY DEPENDING UPON THE SIZE OF THE
DISPLAY AREA AND THE DEMANDS OF THE COMMUNICATION.
A LETTER
FROM GOVERNOR
A LETTER
FROM
GOVERNOR
A
LETTER
FROM
GOVERNOR
ANDREW CUOMO:
ANDREW
CUOMO:
ANDREW
CUOMO:
An Economic
Development
Report
Western New York is on the move - a place where pipe dreams are becoming steel beams, and economic
Western New York is on the move -- a place where pipe dreams are becoming
Western
New
York
is onnot
theseen
move
-- a place where pipe dreams are becoming
activity is growing
at a pace
in decades.
steel beams, and economic activity is growing at a pace not seen in decades.
steel beams, and economic activity is growing at a pace not seen in decades.
Western New York has always been a vital part of the success of New York
Western New York has always been a vital part of the success of New York State, and even the nation. As the
Western
New York has always been a vital part of the success of New York
western end point for the Erie Canal, Buffalo was a focal point for industry and trade. It was where the worlds first
was a focal point for industry and trade. It was where the worlds first steamsteampowered
grain
elevator
built
and
the ficity
rst
city with
electric
lighting.
was
a focal
point
industry
and
trade.
It American
was
the widespread
worlds
steampowered grain
elevator
was
builtfor
and
thewas
first
American
withwhere
widespread
electricfirst
lighting.
As the 20
As the 20th century wore on, however, Buffalo and Western New York faced severe challenges, with drastic declines in economic activity
As the 20th drastic declines in economic activity and population numbers. Years of neglect or mismanagement
and population
Years
ofgovernment
neglect or mismanagement by
state
and local
government
compounded
the national
economic trends
bynumbers.
state
and
local
the
national
economic
trends
working
against
the region.
drastic declines
in economic
activity andcompounded
population numbers.
Years
of neglect
or
mismanagement
working against the
region.
Thereached
fiscal crisis
reached
a peak
when extreme
fiscal management
measures were
place
fiscal
crisis
a peak
when
extreme
fiscal management
measures
put put
intointo
toto save Buffalo
by state andThe
local
government
compounded
the
national
economic trends
workingwere
against
the place
region.
York Suninnewspaper
asked
the
in a headline, Can
from bankruptcy. The New York Sun newspaper askedNew
question
a headline, Can
Buff
aloquestion
Ever Come
The
fiscal crisis reached a peak when extreme the
fiscal
management
measures
were
put intoBack?
place to
New York Sun newspaper asked the question in a headline, Can
The new century,
sees Western
New
York
on the rise,
new
and
encouraging
successes,
The however,
new century,
however,
sees
Western
Newwith
York
onopportunities
the rise, with
new
opportunities
and spurred by significant
successes,
spurred by
investment
by New
YorkofState.
MyNew
administration
investment byencouraging
New York State.
My administration
notsignificant
only remembers
the glorious
history
Western
York, we also see its current
RiverBend clean
energy
research facility
alone
will create
850 jobs.
Wecranes
see opportunities
to grow
ranging
from
in the air and hundreds
of businesses,
thousands flocking
to work
andgreen
play. energy to medical research, and
from
web support
to manufacturing.
The recently
announced
state
investment
the the creation or
Weinternet
want to
maximize
the areas
potential
as a cranes
world-class
tourism
destination,
have
worked
to in
prompt
it is
the hottest
spot in
town, with
in the
air and
hundredsand
of thousands
flocking
to work
RiverBend clean energy research facility alone will create 850 jobs.
revitalization of important tourism assets like the Niagara Falls Culinary Institute, Niagara Falls State Park, the Buffalo Bills and
want to maximize the areas potential as a world-class tourism destination, and have worked
Maid of theWe
Mist.
it is the hottest spot in town, with cranes in the air and hundreds of thousands flocking to work
to prompt
the creation
or to
revitalization
of important
likethe
theRobert
Niagara
Falls
We know that
infrastructure
will be key
the areas vitality,
so we havetourism
workedassets
to remove
Moses
Parkway and shake
We infrastructure
also knew we needed
find
to fund
these
initiatives,
implemented a
We knowthat
will be to
key
toinnovative
the areasways
vitality,
so we
have
workedso
towe
remove
unique
plan
to sell
unutilized
from
hydropower
programs,
struck
arelocate
long awaited
best
city to and
to in America, and
Weve already
seen strong
that
ourand
approach
working.
CNBC.com
named
Buff
alo Bridge,
the 2ndand
the Robert
Mosessigns
Parkway
shakeiselectricity
the
gridlock
around
the Peace
literally
revenue
sharing cities
deal with
Senecaand
Nation
of
Indians.
among the
best American
for business
careers
ahead of places like Chicago, Philadelphia and San Diego
Forbes figuratively.
ranked it 75th casino
nda
th also knew we needed to find innovative ways to fund these initiatives, so we implemented
We
best
and 50 in the nation for job growth.
city
to relocate
to in America,
and Forbes
it 75th among
the best
citiesawaited
for business
unique
plan
to sell unutilized
electricity
fromranked
hydropower
programs,
andAmerican
struck a long
and
careerssharing
aheaddeal
of places
like Chicago,
Philadelphia
and San Diego and 50 th in the nation for
casino
revenue
with
Seneca
Nation
of
Indians.
We are confident that Western New York is not a place of by-gone glory days. It is a vibrant, exciting area where great things are happening.
job growth.
nd
best
We are proud of our accomplishments in the region so far and stand resolute in seeing the regions recovery through
to
its grand fruition.
We are
confident
that
Western
York itis75th
not aamong
place ofthe
by-gone
glory days.cities
It is afor
vibrant,
exciting
city to relocate
to in
America,
and
ForbesNew
ranked
best American
business
whereof
great
things
happening.
We are proud
of our
accomplishments
thenation
region for
so far and
and careersarea
ahead
places
likeare
Chicago,
Philadelphia
and San
Diego
and 50 th ininthe
job growth. stand resolute in seeing the regions recovery through to its grand fruition.
With optimism,
WithWestern
optimism,
We are confident that
New York is not a place of by-gone glory days. It is a vibrant, exciting
area where great things are happening. We are proud of our accomplishments in the region so far and
stand resolute in seeing the regions recovery through to its grand fruition.
With optimism,
Andrew M. Cuomo, Governor
Andrew M. Cuomo, Governor
69
70
4.1
THE DIVERSITY
HOLDING SHAPE
THE DIVERSITY HOLDING SHAPE
FIGURE 1
FIGURE 2
SAMPLES
71
4.2
THE PROGRESS
HOLDING SHAPE
THE PROGRESS HOLDING SHAPE
SAMPLES
72
4.3
PHOTOGRAPHY
STYLE
73
4.4
PHOTOGRAPHY
USAGE
SINGLE IMAGE USAGE
HOLDING SHAPE
OVER IMAGE*
DIVERSITY HOLDING
SHAPE OVER IMAGES*
IMAGE IN PROGRESS
HOLDING SHAPE*
PROGRESS HOLDING
SHAPE OVER IMAGE*
MULTIPLE IMAGES
IN PROGRESS
HOLDING SHAPE*
PROGRESS HOLDING
SHAPE MULTIPLE IMAGES
Multiple images
When using multiple images, they should be fitted into either
the diversity or progress holding shape. Additionally, they may
be tiledthat is, arranged in quadrilateral shapes that touch
each other without any borders. Finally, they can also be tiled
into a full-bleed execution (the images have no defined edges
at the edges of the page). See guidelines to the right.
Use good design judgment
When combining photos, take care to select which images
go next to others. Try and match production quality, lighting,
camera angles and so on so thattaken togetherthe collective images exist on the page harmoniously.
74
4.5
CHARTS AND
GRAPHS
CHARTS AND GRAPHS
89%
Lorem
Ipsum
56%
Lorem Ipsum
41%
Lorem Ipsum
Lorem Ipsum
89%
64%
55%
12
11
10
9
IPSUM
7
6
lorem
lorem
LOREM IPSUM
LOREM IPSUM
LOREM IPSUM
LOREM
4
lorem
2
1
lorem
5 000
28%
42%
56%
Lorem
Lorem
Lorem
Lorem
Lorem
Lorem
33%
54% LOREM
74%
75
4.6
ICONOGRAPHY
ICON GUIDELINE
Iconography is a system of pictorial images relating to or illustrating a variety of subjects. They are designed to be intuitive
and telegraphic: they function to rapidly convey the location
or intention of information. They are most frequently seen
on buttons for smart phones and signs. Some samples are
illustrated here.
Style Guidelines
The suggested iconography style is based off the NYS outline
from the NY State brand mark. Design iconography in a way
that mimics the line weight, the rounded line terminals and the
gap opening as illustrated.
Note
These are only sample iconography. There is no official bank
of these images. Rather, they are intended to provide guidance when creating them, as well as to ensure consistency in
communications across the entities of NY State.
ICON EXAMPLES
76
4.7
BRANDING APPLICATION IN
REAL WORLD SITUATIONS
77
4.8
BRANDING APPLICATION IN
REAL WORLD SITUATIONS
DONTS
To the right are several examples of how you should NOT
represent either the NYS brand mark or a NY State/Agency
lock up. This is by no means a complete list. These examples
represent the donts most commonly used when guidelines
are violated.
A. Do not use either the NY State brand mark or identifier
on items that pull apart or separate in a way where such
separation divides the mark or identifier into pieces.
B. Do not position the NY State brand mark or lock ups on
shapes that compromise legibility.
C. Do not represent the NY State brand mark or lock up at a
size that compromises legibility.
D. Do not crop the brand mark or lock up.
E. Do not place the brand mark or lock ups on colors that
compromise legibility and contrast.
A.
B.
C.
D.
C.
C.
E.
78
79
4.9
EXAMPLE OF POWERPOINT
SLIDES (1 of 2)
AGENCY PPT PAGE LAYOUT EXAMPLE
Date
Alternative option
See the next page for an alternative layout option.
COVER
Date
Date
Master Title
(Arial Bold)
Master Sub Title
SECTION HEADER
TWO CONTENT
74%
80
4.9
EXAMPLE OF POWERPOINT
SLIDES (2 of 2)
AGENCY PPT PAGE LAYOUT EXAMPLE
To the right are more examples of content slide lay outs, along
with examples of a presentation by an agency program (note
agency presence in the holding shape.)
It is important to be bold and yet simple with the use of colors.
Furthermore, be sure to keep the pages as uncluttered and
readable as possible. Do not crowd slides with charts or
photos with text.
Program/Initiative Presentation
When a program or initiative is making the presentation, the
endorsing agency is listed in type in the holding shape at the
bottom of the cover page and repeated throughout the document in the footer.
Date
Date
5%
50%
COMPARISON
Copy (Arial Regular) Quantia diori ommoluptiis aperferum vendem si nobit ut etum
restiatiurit aut latesti onsectum quatur, nem cus dolent utem ea dolupti rem
rerferibus, quam, con plisi quid et, sa sus, culpa porerum adi quid que occullestet
alia sitat lat veles ipsandenti officiene corist, voluptatem nosandaectem dis sit que
exceruptatis si andam faces nonserum fugitium andi destem aut aut eossi opti
descid et essunt et unt. Rum es rectin nim nobis nobis resed estem dolorum
voloressima quunt od moluptis estrum sapedi testi tem. Ut qui dit earchil minusdae
vellore storio consequibusa siminti consed eatias et lanimodis eaquam alitian imodis
aute doloremporis eos dis ad es atum eatqui cuptio. Nequae eictum aboruptae.
Date
A Division of Empire State Development
COVER
81
4.10
EXAMPLES OF ALTERNATIVE
POWERPOINT SLIDES
PPT PAGE LAYOUT NEGATIVE EXAMPLE
Special circumstances
When circumstances make the use of a white background
impractical, use the alternative layout option illustrated to the
right.
Graphic element usage
As seen to the right, the diversity holding shape forms the
basis of all slides. Here, the holding shape is the core color
dark blue with an accent line in the color of the grouping (teal).
Date
Date
COVER
Date
Date
Master Title
(Arial Bold)
Master Sub Title
SECTION HEADER
TWO CONTENT
74%
4.11
EXAMPLE OF
TRADE SHOW
DISPLAYS
The same guideline rules apply to tradeshow displays
Use the appropriate endorsement systems, typography
(Proxima Nova and Oswald) and color in these guidelines
to create booth elements templates.
Graphic element usage
As seen to the right, both holding shapes may be used. Use
the coded color of the agency grouping in conjunction with
color(s) from the NY State core palette. Note the same rules for
photography used in printed examples (see pages 73-74 for
photography guidelines).
82
4.12
DESIGN LAYOUTS IN
REAL WORLD SITUATIONS
Department of
Motor Vehicles
Teen Drivers
PRESS EVENT
July 19, 2015 at 1:00p.m.
Lake Welch State Park
Harriman, NY
dmv.ny.gov
83
4.12
DESIGN LAYOUTS IN
REAL WORLD SITUATIONS
Building
Economic
Opportunities
for MWBEs
Discover
New York State
Explore
Today
NOTE PROPER COLOR USAGE: GROUPING COLOR (TEAL FOR BUSINESS & FINANCE) PAIRED WITH NY
STATE CORE COLOR (GOLD) IN ALL EXECUTIONS.
ilovenew.com/paththroughhistory
U.S. Presidents
War of 1802
Womens Rights
84
4.12
DESIGN LAYOUTS IN
REAL WORLD SITUATIONS
SUMMER
Official 2014
New York State
Travel Guide
GET
OUTTA
TOWN.
NOTE PROPER SPACING BETWEEN LOGOS, FROM THE STATE ENDORSEMENT AND STATE/
AGENCY ENDORSEMENT.
85
4.13
Teen Drivers
Building
Economic
Opportunities
for MWBEs
Discover
New York State
Explore
Today
dmv.ny.gov
U.S. Presidents
War of 1802
Womens Rights
ilovenew.com/paththroughhistory
PRESS EVENT
July 19, 2015 at 1:00p.m.
Lake Welch State Park
Harriman, NY
SUMMER
Official 2014
New York State
Travel Guide
GET
OUTTA
TOWN.
86
5. Guidelines
Commitment
87