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Office of Administration | style guide

Style Guide:
Office of Administration
version 2 (4-2014)
Office of Administration | style guide

Commonwealth Branding Initiative

The commonwealth branding initiative, which began in 2008, is an effort to standardize communications across
all state agencies to better serve both our internal and external customers. The commonwealth brand unifies
the state’s multiple agencies. By establishing unified standards for agency logos, email formats, publications,
documents, presentations and websites, the commonwealth will eventually be able to develop a singular brand for
Pennsylvania state government that will convey accessibility of government services, friendly service, efficiency of
operations and progressive ideas.

The Office of Administration is committed to consistently improving its business processes and technology, so
the branding initiative is a perfect way to all work together to improve OA operations. The branding initiative will
provide a professional face to the progress we make together.

The branding initiative is NOT a call to discard all existing supplies, rather an effort to standardize communication
tools as they require updating and/or reprinting.

The chart below outlines the priorities and timeframe for the branding initiative.
ITEM TIMEFRAME
Standardized email signature Short term
Business cards Long term
Fax cover sheets Short term
Memos Short term
PowerPoint template Long term
Brochures Long term
Envelopes Long term
Letterhead Electronic versions: short term
Paper versions: long term
OA Website Long term
Signage Long term
Display booths Long term
Window decals/signs Long term
Newsletters Short term
Other publications and letters Electronic versions: short term
Paper versions: long term
Short term: begin using as soon as possible
Long term: update only when existing stock runs out and/or requires updating

On the following pages, you’ll find resources to help you begin implementing the branding initiative across the
Office of Administration. You’ll find standards, templates, answers to questions and instructions that will help you
improve OA communications over the coming days, weeks, months and years.

If you are unable to find the answers to your questions in this guide or on the Branding section of the OA website,
please email Ashley Nester in the OA Communications Office for assistance at asnester@pa.gov. OA had to
purchase the required Felbridge font; therefore, it is only available through the OA Communications Office.

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Commonwealth Branding FAQs

Q: What’s the benefit of branding – why does it matter?


A: When PA launched the branding initiative, Pennsylvania government services consisted of a mishmash of
agency logos, brochures and other communications. Pennsylvanians could identify no common standard
among agencies to associate each agency with Pennsylvania government. Branding is important to help
Pennsylvanians develop expectations for interacting with the state, regardless of what agency is involved.
Ultimately, branding matters because it will help agencies, and the commonwealth as a whole, better serve
residents through clearer, more concise, unified communication.

Q: Does everybody have to cooperate?


A: Yes. All agencies under the Governor’s jurisdiction are being required to follow the updated branding
standards. Existing marketing programs and applications that have established brand equity are not
required to adopt the new logo brand. For example: the site and materials for www.employment.pa.gov do
not need to change. However, the Bureau of State Employment is expected to follow the style guide.

Q: So what changes first?


A: The Office of Administration already has a logo in place and it has only changed slightly. Email signatures
and formats, fax cover sheets, memos and PowerPoints are the easiest, fastest and lowest cost (free)
changes that can be made. Other documents, such as business cards, will be updated as existing supplies
are exhausted.

Q: What about everything else – brochures, letterhead, envelopes, etc. – why don’t we change them at the
same time?
A: The branding initiative is a long-term project focused on cost-effectiveness. In no case should existing
stock be discarded simply to update it with the new logo or typeface. We will exhaust existing supplies of
brochures, letterhead, etc., and we will develop and print new branded materials only when existing stock
runs out and/or existing publications require updating.

Q: What’s the point of the branding, if we’re going to have two (slightly) different logos out there for
months or years?
A: Any brand takes years to develop, and the commonwealth’s branding initiative is no different. The Nike
swoosh and the Target bull’s-eye didn’t translate to anything until those companies built the symbols into
their reputations for quality products and service. Similarly, we’ll build our new symbol into operations
as cost-effectively and quickly as possible, understanding that it will take many months to transition
completely.

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Official Pennsylvania Office of Administration Logo

This is the Governor’s Office-approved Office of Administration logo. It should be used on all
materials representing the department and may not be altered in any way.

1. Keystone
The keystone icon is the heart of our logo system and must not be altered in any way. What is
represented inside the keystone has been approved by the Governor’s Office as the Office of
Administration’s official logo.

2. Logotype
“pennsylvania” is set in Felbridge Extra Bold. The letters, including the “p” are always set in lower
case.

3. Department Name
“OFFICE OF ADMINISTRATION” is set in FELBRIDGE REGULAR and always appears in all caps.

4. Logo Lock-up
A “lock-up” is the combination of the keystone, the logotype and the agency name as a single unit.
The proportions of this unit should not be altered in any way.

You should not attempt to recreate the logo, or make your own versions of a keystone logo.
Contact the OA Communications Office if you need any versions not available on the OA website.

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Logo Basics: Positioning

Depending on the communication medium and its size, the logo may be positioned in one of
three ways: horizontal with the keystone to the left, centered vertically, or simply the keystone
on its own in cases when it will be recognized.

HORIZONTAL LOGO: LEFT


This logo is most commonly used. It is configured
so that it may be positioned in the upper or lower
left or right portion of the page.

PREFERRED VERSION

VERTICAL LOGO
The stacked version of the logo is configured for
use in a square or more vertical space.

KEYSTONE
In certain applications, it may be best to display
only the Keystone, without the pennsylvania and
department name. To use the logo in this fashion,
speak with the OA Communications Office.

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Logo Basics: Color Usage


Depending on the type of publication, budget constraints or method for reproduction, the logo might
be represented in 2-color, 1-color, black & white or “knocked out” in white against a darker background.

The 2-color version of the logo is its truest form and is preferred whenever possible. The colors should
not be altered in any way.

NOTE: The “a” inside the keystone will always print white unless it is the knockout version (black) or
printed on color stock paper, when it will appear as the color of paper selected.

TWO-COLOR
The two-color breakdown is as follows: the OA logo
contains PMS Blue 281 as the primary color and PMS
Gold 1245 as secondary.

BLACK & WHITE


Whenever appearing as black & white, the
“pennsylvania” logotype, department name and
keystone appear in 100 percent and 50 percent black.

KNOCKOUT
On colored backgrounds, photography or black, the
logo reverses to 100 percent white.

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Brand Basics: Color Usage


OA’s primary color is royal blue. Three colors have been designated as secondary colors: gold, light blue
and gray. One color has been designated as an accent color: red. The exact color values are designated
below. These colors should be used when designing brochures and other printed materials, as well as
electronic documents and websites. Additional colors should only be used with approval from the OA
Communications Office.

For print, web and Microsoft Suite usage, the PMS and RGB colors values are as follows:
Color PMS RGB
blue 281 R:0 G:40 B:104
gold 1245 R:191 G:145 B:12
light blue 542 R:102 G:147 B:188
red 1805 R:175 G:38 B:38

blue

gold light blue gray

red

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Style Guide: To Whom Does This Apply

The Governor’s Communications Office has specified that deputates, divisions and bureaus
within agencies under the Governor’s jurisdiction automatically default to their parent agency’s
logo. Such areas should NOT have their own logos. Therefore, the below logos should no longer
be used.

The HR Service Center and the JNET office will continue to have their own logos due to the
nature of their work.

HR Service Center
Because of its employee impact, and the complications of explaining to employees where to call for
various human resources issues, the HR Service Center will continue to use it’s own variation of the PA
logo on letterhead and envelopes. The OA Communications Office will determine when it is appropriate to
use the HR Service Center logo and when it is better to use the OA or PA logo. Questions may be directed
to Ashley Nester at asnester@pa.gov.

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Stationery System: Email Signature

All emails sent by commonwealth employees who work for agencies under the Governor’s
jurisdiction must use the below email signature. The standard email signature includes name,
title, agency, deputate, physical address, telephone and fax numbers, email address and web
address. A confidentiality notice or professional call to action may be added as necessary.

The email signature should appear exactly how it is below. Professional call to action lines are
limited to 1 brief sentence only. Personal quotes, photos and email stationery are not approved
and should not be used. No logo should be added to the email signature.

Firstname Lastname | Working Title


PA Office of Administration | Deputate or Bureau (one line only)
Street Address | City PA ZIP
Phone: 000.000.0000 | Fax: 000.000.0000
Email: employee@pa.gov
www.oa.state.pa.us

Call to action line example: Sign up for notifications from AlertPA.

Agency Title
Agency title is to be displayed as “PA Office of Administration” and not “Governor’s Office of Administration.”

Job Title
Employees should use their appropriate “working” title as opposed to classification when necessary. Do
not abbreviate this title.

Email
Note that AP Style has changed and what used to be “e-mail” is now “email” (no dash).

Background Color
All emails must be set with a plain white background.

Additional Items
Only the approved content, as shown above, should be contained in email. No additional messaging,
colors or animations are allowed.

Colors and Font


All lines of signature are R0, G40, B104. Font is 10 pt. Verdana.

Contact Numbers
A mobile number may be substituted for a fax number when appropriate. Only 2 contact numbers may be
listed in an email signature.

Step-by-step instructions are available on page 39 of Management Directive 205.40 Amended.

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Stationery System: Memo Template

This memo template should be used for all memos sent within or outside the agency. Memos can be printed in color
or black & white based on specific needs.

An electronic template is available to OA employees on the OA’s website. To access this secure section of the
website, go to www.oa.state.pa.us. Click the “Log In” link at the bottom of the left navigation bar. Once logged in,
click the “OA Employees” link on the left navigation bar under “OA Home,” then click “OA Branding.”

1. The OA logotype prints


1 100 percent color or black
MEMO & white.

TO [Enter name] 2. The MEMO


FROM [Enter name] INFORMATION
2 DATE [Enter date]
HEADINGS are typeset in
RE [Enter subject of memo]
9 pt. The leading is 14 pt.

3. The TEXT is typeset in


11 pt. Verdana Regular
3 Start text here.
and prints in black.

4. The DEPARTMENT
NAME, ADDRESS AND
WEBSITE are typeset in
upper/lowercase 8 pt Arial
Regular and print 100
percent PMS 281 (blue)

Office of Administration 4
207 Finance Building | Harrisburg, PA 17120 | 717.787.9945 | F 717.783.4374 | www.oa.state.pa.us

An electronic fax cover template is also available to OA employees on the OA’s website. Fax covers should be used
on all faxes sent by OA employees.

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Stationery System: Letterhead – Color Template

Agency letterhead is pre-printed with the agency logo, physical address, website and contact information. Agency
letterhead must be printed on bright white paper stock.

An electronic template is available to OA employees on the OA’s website. To access this secure section of the
website, go to www.oa.state.pa.us. Click the “Log In” link at the bottom of the left navigation bar. Once logged in,
click the “OA Employees” link on the left navigation bar under “OA Home,” then click “OA Branding.”

1. The OA logotype prints


100 percent color.
1

Date, 2010

Mr. John Doe 2. The TEXT is typeset in


123 Main Street
Anytown, PA 00000
11 pt. Verdana Regular
and prints in black.
Dear Mr Doe:

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Donec at orci non nisi lobortis congue.
Fusce a pede at quam vehicula auctor. Aliquam erat volutpat. Aliquam erat volutpat. Curabitur
aliquet felis nec magna. Donec lorem diam, tempus eget, pharetra eget, fringilla nec, nunc.

In hac habitasse platea dictumst. Nunc metus. Curabitur gravida. Vivamus ipsum erat, eleifend 3. The DEPARTMENT
in, facilisis at, luctus sit amet, quam. Donec id quam ut dolor iaculis placerat. Vestibulum
posuere gravida neque. NAME, ADDRESS, PHONE
AND WEBSITE are
2 Maecenas at nibh. Pellentesque habitant morbi tristique senectus et netus et malesuada fames
ac turpis egestas. Donec rhoncus pulvinar orci. Integer consequat interdum turpis. Vivamus typeset in 8 pt. Arial
turpis pede, adipiscing sed, venenatis id, gravida non, lorem. Integer faucibus vestibulum lacus.
Donec rutrum ligula vitae sapien. Regular and print 100
Praesent pellentesque augue nec risus congue mollis. Fusce eget risus in velit faucibus lobortis. percent PMS 281 (blue).
Proin viverra. Integer dignissim tortor non lorem. Mauris id velit auctor tortor sodales
vestibulum. Integer quis nisl id purus egestas ornare. Cras convallis dapibus nisl. Praesent
gravida lacus iaculis erat. Integer eleifend mauris sit amet tortor. Pellentesque habitant morbi
tristique senectus et netus et malesuada fames ac turpis egestas.

Nullam bibendum sapien vel turpis auctor lobortis. Nunc auctor auctor orci. Nunc tortor sem,
volutpat non, varius vel, laoreet vitae, neque. In nibh. Sed ante.

Sincerely,

Ms. Jane Doe

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Office of Administration
207 Finance Building | Harrisburg, PA 17120 | 717.787.9945 | F 717.783.4374 | www.oa.state.pa.us

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Stationery System: Business Cards

All business cards will be printed by Department of General Services, Bureau of Publications. Business cards will
follow the vertical template as prepared by the Governor’s Communications Office.

Governor’s cabinet secretaries and deputies may continue to order the gold seal business cards. All other
employees will receive business cards containing the OA logo.

Business cards may be customized with office, employee name, title, phone and address information. A fax number
does not need to be included if your office no longer has a fax machine.

No substitutions will be permitted for the OA web address.

To order business cards please email the following information to your business card liaison. The standard
order contains 30 cards. Please indicate the quantity if you need more than 30 cards. Average turn-around
time for business cards is one week. Please indicate your deadline if you need your cards more quickly.

Employee Name

Employee’s Working Title (consult the email instructions on page 9 for help determining working title)

Deputate/Office Name

Address

City, State ZIP Code

Office Phone Number/Extension Fax Number (if necessary)

Employee Email Address

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Stationery System: Powerpoint Presentations

OA’s PowerPoint template should be used for ALL presentations given both internally and externally.

Presentations that are on one of the old OA branded templates should be phased out as soon as possible.
Presentations and trainings that have never been branded, should be reformatted to use the new template by the
end of 2014. All presentations written on or after May 1, 2014 should use the new template.

An electronic template is available to OA employees on the OA’s website. To access this secure section of the
website, go to www.oa.state.pa.us. Click the “Log In” link at the bottom of the left navigation bar. Once logged in,
click the “OA Employees” link on the left navigation bar under “OA Home,” then click “OA Branding.”

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