Brand Guidelines The German American Partnership Program

1.0 Introduction

1.1 Vision Statement

1.2 Mission Statement

1.3 Brand Personality

2.0 Using This Manual

3.0 Identity

3.1 Corporate Marks

3.2 Minimum Sizes

3.3 Logotype & Color

3.4 Color Palette

3.5 Clear Spacing

3.6 Logotype Partnerships

3.7 Logotype Violations

4.0 Typography

4.1 The Sans

4.2 Goethe FF Clan

4.3 Verdana

5.0 Applications

5.1 Letterhead

5.2 Business Cards

5.3 Envelopes

5.4 Folder

5.5 Brochure

6.0 Masterfiles

6.1 Print Use

6.2 Web Use

7.0 Contact

Table of Contents

1.0 Introduction

The German American Partnership Program is dedicated to creating intercultural learning opportunities that forever impact the lives of countless students in Germany and the US.

Our objectives include the initiation and development of student exchange programs between the United States and Germany, inspiring intercultural understanding, promoting German language instruction and motivating personal friendships.

1.0 Introduction 1.1 Vision Statement

1.2 Mission Statement

We foster cultural awareness in communities and confidence in students, empowering them to step into adulthood by building lifelong global ties.

We enable cultural awareness in communities and build confidence in students, empowering them to step into adulthood by fostering lifelong global ties.

We open hearts, minds, and borders by enabling cultural exchanges between schools and students.

Our belief is that when travel is paired with community, truly incredible things can happen.

Our approach is that public diplomacy between the US and Germany opens perspectives, bridges cultures, and reveals a depth of confidence and independence for our students.

Our goal is to increase compassion and tolerance with the added bonus of lifelong friendships.

1.0 Introduction 1.3 Brand Personality

2.0 Using This Manual

The function of the manual is to act as a guide for the use of different elements in various formats.

It provides answers to the questions of how to properly use the different variations and applications of the brand. In addition this manual presents incorrect usages of the brand (or logo violations) in order to maintain visual consistency and clarity.

3.0 Identity

GAPP has two corporate marks. The availability of the two versions provides flexibility and ensures prominent display in any circumstance.

3.1 Corporate Marks

GAPP Signature

The full signature is used for all stationery items, including letterheads, envelopes, mailing labels and business cards, or other items whenever appropriate.

The signature recognizes GAPP through the combination of the logotype and the full name of the organization.

GAPP Logotype

The logotype may be used on any promotional or informational communication other than stationery and business cards

The logotype represents GAPP’s bridging of German and American cultures with it’s interwoven letter forms. The single-stroke style emulates the journey of the students by allowing the eye to “travel” from one side, to the other, and back again.

3.0 Identity

The advantage to having both a signature and a logtype is the flexibility it offers. It is important to maintain legibility at all times.

Use the signature when reproducing the logo at one inch or larger.

Use the logotype when reproducing the logo smaller than one inch.

3.2 Minimum Sizes

GAPP Signature GAPP Logotype

2 inches

1.5 inches

1 inch

1 inch

.75 inches

.5 inches

3.0 Identity

GAPP’s logo may appear in the 4 variations shown on this page. Avoid any other color combinations.

3.3 Logotype & Colour

3.0 Identity 3.4 Colour Palette

GAPP Dark Blue

GAPP Purple

GAPP Light Blue

GAPP Orange

GAPP Dark Green

GAPP Grey

GAPP Light Green

GAPP Gold

Pantone 2955 C

Pantone 2425 C

Pantone 2915 C

Pantone 7578 C

Pantone 5747 C

Pantone 430 C

Pantone 367 C

Pantone 4525 C

CMYK 100/53/0/53

CMYK 35/100/0/35

CMYK 60/0/0/0

CMYK 0/70/100/0

CMYK 50/25/100/75

CMYK 15/0/0/60

CMYK 45/0/100/0

CMYK 10/10/45/15

RGB 0/57/105

RGB 130/5/95

RGB 90/200/245

RGB 235/100/0

RGB 55/65/5

RGB 120/130/135

RGB 160/200/20

RGB 200/185/135

NCS S 5540 – R90B

NCS S 3055 – R30B

NCS S 1050 – B

NCS S 2070 – Y50R

NCS S 6530 – G50Y

NCS S 4005 – B20G

NCS S 1075 – G40Y2

NCS S 3020 – Y

3.0 Identity 3.5 Clear Spacing

Clear spacing refers to the amount of clear space needed around all sides of the logo when it is placed near other elements or when placed inside a box.

This space should be equal to the radius of the circular elements of the GAPP logo and applies to both the signature and logotype.

3.0 Identity 3.6 Logotype Partnerships

Clear spacing (see 3.5 Clear Spacing) must be used when displaying GAPP’s logo alongside a partner’s.

The GAPP logotype and the partner logo can be

reproduced using their respective colors or black and white, but must match each others’ color treatment.

The grayscale boundary boxes should not print, they are for positioning guidance only.

Landscape Portrait

3.0 Identity 3.7 Logotype Violations

These are some examples of incorrect usages.

Do not stretch the logo.

Do not use outlines. Do not change the case style of the tagline. Do not use effects, like a drop shadow.

Do not use colors outside of the color palette.

Do not use gradients. Do not use perspective or distort the logo.

Do not change the relationship between the logo and the tagline.

Do not use imagery

German AmericanPartnership Program

4.0 Typography

AbcThe Sans Lightabcdefghijklmnopqrstuvwxyz 1234567890!?&%,.

AbcThe Sans Regularabcdefghijklmnopqrstuvwxyz 1234567890!?&%,.

AbcThe Sans Semiboldabcdefghijklmnopqrstuvwxyz 1234567890!?&%,.

AbcThe Sans Boldabcdefghijklmnopqrstuvwxyz 1234567890!?&%,.

AbcThe Sans Light Italicabcdefghijklmnopqrstuvwxyz 1234567890!?&%,.

AbcThe Sans Regular Italicabcdefghijklmnopqrstuvwxyz 1234567890!?&%,.

AbcThe Sans Semibold Italicabcdefghijklmnopqrstuvwxyz 1234567890!?&%,.

AbcThe Sans Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890!?&%,.

TheSans is a low-contrast typeface – i.e., the differences between thin and thick strokes are not very pronounced. Yet the reference to writing with the broad-nibbed pen is still present, giving the letters a diagonal stress and a forward flow that facilitates reading. The roman letterforms tend to have some characteristics of an italic or written construction. Yet the italic forms themselves are very distinctive: they were not derived from the upright but were individually designed while perfectly complementing the roman forms.

4.1 The Sans

4.0 Typography

AbcGoethe FF Clan Regularabcdefghijklmnopqrstuvwxyz 1234567890!?&%,.

AbcGoethe FF Clan Italicabcdefghijklmnopqrstuvwxyz 1234567890!?&%,.

AbcGoethe FF Clan Boldabcdefghijklmnopqrstuvwxyz 1234567890!?&%,.

AbcGoethe FF Clan Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890!?&%,.

Goethe FF Clan is a clear indication of how we communicate: distinctly and concisely. Consistent use results in a uniform characteristic imageeverywhere. This ensures that presentation in very different formats and media corresponds to the brand.

4.2 Goethe FF Clan

4.0 Typography

AbcVerdana Regularabcdefghijklmnopqrstuvwxyz 1234567890!?&%,.

AbcVerdana Boldabcdefghijklmnopqrstuvwxyz 1234567890!?&%,.

The system font Verdana is used for all editable text on the Internet, in email correspondence and in PowerPoint presentations.

Verdana was created specifically to address the challenges of on-screen display. Designed by world renowned type designer Matthew Carter, and hand-hinted by leading hinting expert, Tom Rickner, these sans serif fonts are unique examples of type design for the computer screen. The generous width and spacing of Verdana’s characters is key to the legibility of these fonts on the screen. Despite the quality of the Verdana font family at small sizes it is at higher resolutions that the fonts are best appreciated.

4.3 Verdana

5.0 Applications 5.1 Letterhead

June 12, 2018

Alfalfa Studio247 Center StreetNew York, NY 33133

Dear Sir/Madam,

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No aeterno diceret debitis pro. An modus tincidunt ius, eum ea aliquid adipiscing. Homero singulis id has. Veri mnesarchum ullamcorper cum ei. Animal prompta ei usu, ne mel eligendi nominati molestiae. Ad inani expetenda conceptam sea, est ne movet volumus, ad liber timeam mea. Erat tamquam maiestatis ei qui, expetda incorrupte inciderint ea mel. Ne malis qualisque vix, aperiri quaeque duo ad. Ut magna tantas vulputate ius, ut vis harum vivendum periculis, pro eros prompta te. Duis sapientem constituto eum ei, dicam homero denique usu in, hinc convenire expetendis cu cum.

Ad inani expetenda conceptam sea, est ne movet volumus, ad liber timeam mea. Erat tamquam maiestatis ei qui, expetenda incorrupte inciderint ea mel. Ne malis qualisque vix, aperiri quaeque duo ad. Ut magna tantas vulputate ius, ut vis harum vivendum periculis, pro eros prompta te.Duis sapientem constituto eum ei, dicam homero denique usu in, hinc convenire expetendis cu cum.

Sincerely,

Natascha LehnerExecutive Director

Board of Directors

PresidentDietmar Rieg

Vice PresidentLya Friedrich Pfeifer

Executive Director; TreasurerNatascha Lehner

SecretarySteven H. Thal

Georg M. Blochmann

Jochen Duemler

Henneke Lütgerath

Nina Smidt

German American Partnership Programc/o Goethe-Institut New York30 Irving PlaceNew York, NY-10003

+1 212 4398700gapp@goethe.de

www.goethe.de/gapp

Supported by Auswärtige Amt and Department of State

2” 4”

0.5” border

5.0 Applications 5.2 Business Card

German American Partnership Program, Inc.c/o Goethe-Institut New York30 Irving PlaceNew York, NY 10003

+1 212 439-8717+1 929 365-3384

natascha.lehner@goethe.de

www.goethe.de/gapp

Natascha LehnerExecutive Director

Front Back

0.2” border

1.2”

German American Partnership Program, Inc.c/o Goethe-Institut New York30 Irving PlaceNew York, NY 10003

5.0 Applications 5.3 Envelopes

German American Partnership Program, Inc.c/o Goethe-Institut New York30 Irving PlaceNew York, NY 10003

0.5” border

0.5” border

Half Page Envelope

No. 10 Envelope

5.0 Applications 5.4 Folder

Back Front

5.0 Applications 5.5 Brochure

Back Front #1 Front #2

It is important to note that the photograph in the front of the cover of the brochure should be culturally and ethnically inclusive as GAPP is dedicated to creating intercultural learning opportunities for everybody.

6.0 Master Files 6.1 Print Use

German_American_Partnership_Program_Logotype

German_American_Partnership_Program_Signature

Master_files_GAAP_09.2017 PRINT

PMS

PMS

German_American_Partnership_Program_Logotype_Blue_PMS_Print.eps

German_American_Partnership_Program_Logotype_Gray_PMS_Print.eps

German_American_Partnership_Program_Logotype_Green_PMS_Print.eps

German_American_Partnership_Program_Logotype_Purple_PMS_Print.eps

German_American_Partnership_Program_Full_Signature_Blue_PMS_Print.eps

German_American_Partnership_Program_Full_Signature_Gray_Cream_PMS_Print.eps

German_American_Partnership_Program_Full_Signature_Greens_PMS_Print.eps

German_American_Partnership_Program_Full_Signature_Purple_Orange_PMS_Print.eps

German_American_Partnership_Program_Full_Signature_White_PMS_Print.eps

German_American_Partnership_Program_Logotype_Blue_CMYK_Print.eps

German_American_Partnership_Program_Logotype_Gray_CMYK_Print.eps

German_American_Partnership_Program_Logotype_Green_CMYK_Print.eps

German_American_Partnership_Program_Logotype_Purple_CMYK_Print.eps

German_American_Partnership_Program_Logotype_True_Black_CMYK_Print.eps

German_American_Partnership_Program_Logotype_White_CMYK_Print.eps

German_American_Partnership_Program_Full_Signature_Blue_CMYK_Print.eps

German_American_Partnership_Program_Full_Signature_Gray_Cream_CMYK_Print.eps

German_American_Partnership_Program_Full_Signature_Green_CMYK_Print.eps

German_American_Partnership_Program_Full_Signature_Purple_Orange_CMYK_Print.eps

German_American_Partnership_Program_Full_Signature_True_Black_CMYK_Print.eps

German_American_Partnership_Program_Full_Signature_White_CMYK_Print.eps

Process

Process

6.0 Master Files 6.2 Web Use

German_American_Partnership_Program_Logotype

German_American_Partnership_Program_Signature

Master_files_GAAP_09.2017 WEB

JPG

JPG

PNG

German_American_Partnership_Program_Logotype_Blue_RGB_Web.jpg

German_American_Partnership_Program_Logotype_Gray_RGB_Web.jpg

German_American_Partnership_Program_Logotype_Green_RGB_Web copy.jpg

German_American_Partnership_Program_Logotype_Purple_RGB_Web.jpg

German_American_Partnership_Program_Logotype_True_Black_RGB_Web.jpg

German_American_Partnership_Program_Full_Signature_Blue_RGB_Web.jpg

German_American_Partnership_Program_Full_Signature_Gray_Cream_RGB_Web.jpg

German_American_Partnership_Program_Full_Signature_Green_RGB_Web.jpg

German_American_Partnership_Program_Full_Signature_Purple_Orange_RGB_Web.jpg

German_American_Partnership_Program_Full_Signature_True_Black_RGB_Web.jpg

German_American_Partnership_Program_Logotype_Blue_RGB_Web.png

German_American_Partnership_Program_Logotype_Gray_RGB_Web.png

German_American_Partnership_Program_Logotype_Green_RGB_Web.png

German_American_Partnership_Program_Logotype_Purple_RGB_Web.png

German_American_Partnership_Program_Logotype_True_Black_RGB_Web.png

German_American_Partnership_Program_Logotype_White_RGB_Web.png

German_American_Partnership_Program_Full_Signature_Blue_RGB_Web.png

German_American_Partnership_Program_Full_Signature_Gray_Cream_RGB_Web.png

German_American_Partnership_Program_Full_Signature_Green_RGB_Web.png

German_American_Partnership_Program_Full_Signature_Purple_Orange_RGB_Web.png

German_American_Partnership_Program_Full_Signature_True_Black_RGB_Web.png

German_American_Partnership_Program_Full_Signature_White_RGB_Web.png

PNG

7.0 Contact

German American Partnership Programc/o Goethe-Institut New York30 Irving PlaceNew York, NY 10003, USA

Tel.: +1 212 439 8700Fax: +1 212 439 8705

www.goethe.de/GAPP

gapp@goethe.de

Thank you!