WORKFORCE IMPLEMENTATION GUIDANCE (WIG) LETTER
DATE: August 17, 2016
NO: WIG PS-16-002
TO: LOCAL WORKFORCE SYSTEM STAKEHOLDERS
FROM: BEN HAMES, Deputy Commissioner
SUBJECT: WORKSOUCE GEORGIA UNIFIED BRANDING STANDARDS
1. Purpose. To provide guidelines to LWDAs for the statewide implementation and application of the WorkSource Georgia unified brand resulting in a single, statewide universal brand with aligned identities (represented by common names and logos) for LWDAs and the state’s one-stop system. The establishment of a unified brand for the state workforce system will leverage the collective strength of the system and enhance customer awareness and use of vital employment and training services, providing greater clarity and consistency about the Georgia workforce system’s mission and role. Additionally, the use of a statewide brand across all nineteen LWDAs will further assist Georgia in achieving the one-stop system vision set forth in WIOA.
2. References. PS-16-002 TEGL-36-11 TEGL 4-15 20 CFR § 678.900(b)
3. Definitions.
LWDA – Local Workforce Development Area SWDB – State Workforce Development Board AJC – American Job Center
4. Background. On February 24, 2016, the SWDB unanimously approved the brand
name, establishing WorkSource Georgia as the single, statewide unified brand for Georgia’s workforce system. This universal brand will apply directly to LWDAs and the one-stop delivery system, creating aligned brand names and logos system-wide. The state notified each LWDA of their proposed local identifier on April 15, 2016. After final identifiers were selected on May 19, 2016, the SWDB unanimously approved the WorkSource Georgia logo created by the Blue Sky Agency.
5. Nomenclature. When referring to the unified brand name, whether state, regional, or local, “WorkSource” must appear in writing as one word with no space between “Work” and “Source.” The “W” and “S” must always be capitalized. “WorkSource” is to be followed by either “Georgia” or the specific geographic locater or regional identifier adopted by the LWDA approved by the state. The word “Georgia” may not be abbreviated
to “GA” when referring to the statewide brand. The following are the unified brand names approved by the state:
LWDA Unified Brand
LWDA 1 WorkSource Northwest Georgia
LWDA 2 WorkSource Georgia Mountains
LWDA 3 WorkSource Atlanta
LWDA 4 WorkSource Cobb
LWDA 5 WorkSource DeKalb
LWDA 6 WorkSource Fulton
LWDA 7 WorkSource Atlanta Regional
LWDA 8 WorkSource Three Rivers
LWDA 9 WorkSource Northeast Georgia
LWDA 10 WorkSource Macon-Bibb
LWDA 11 WorkSource Middle Georgia
LWDA 12 WorkSource CSRA
LWDA 13 WorkSource East Central Georgia
LWDA 14 WorkSource Lower Chattahoochee
LWDA 15 WorkSource Middle Flint
LWDA 16 WorkSource Heart of Georgia
LWDA 17 WorkSource Southwest Georgia
LWDA 18 WorkSource Southern Georgia
LWDA 20 WorkSource Coastal
6. Brand Guidelines. See document below.
7. Transition Funding. The transition funding for this effort will be allocated through the Branding Implementation Funds Request that was sent via electronic mail on July 19, 2016.
8. AJC Tagline. LWDAs will receive logos and identity packets that contain the tagline “a proud partner of the American Job Center network.” All use of the brand in concert with the AJC tagline must be in accordance with TEGL-36-11. Also, each LWDA must comply with the branding requirements listed in 20 CFR § 678.900(b).
9. Action Requested. Implement the enclosed brand in all comprehensive one-stop
centers. The brand may also be implemented in affiliate site locations; however, all usage must comply with the Brand Guidelines in this document. In order to ensure cohesive usage of the brand for PY16, all manipulation of the brand, co-branding, or creation of original content and distribution materials not included in the identity packets that feature the brand must be approved by Shemeeka Johnson ([email protected]). Similarly, all usage of the brand for activities not directly affiliated with the one-stop system must be approved by Ms. Johnson indefinitely.
Depending on each LWDA’s service delivery structure, implementation may involve cooperation with partner agencies. To ensure a smooth implementation, please meet and discuss the branding effort and requirements with your partners as soon as possible. Please contact your programmatic technical assistance representative if assistance in coordinating with partners is needed.
Local Workforce Development Boards will be requested to ensure that comprehensive one-stops within their LWDAs comply with the branding guidelines as a component of the comprehensive one-stop certification process. Comprehensive one-stop sites failing to use the brand or incorrectly using the brand may be required to perform corrective actions prior to their certification.
10. Inquiries. Inquiries regarding this guidance should be directed to the designated programmatic technical assistance representative.
11. Attachment. See document below.
12. Expiration. Continuing.
Brand Guidelines | 8.11.16
2
1. Logo Guidelines .................................................................................. 3
2. Secondary Logos ............................................................................... 5
3. Co-Branded Marks ............................................................................. 6
4. Arrow Usage ........................................................................................ 7
5. Color Palette ........................................................................................ 8
6. Typography .......................................................................................... 9
7. Identity Packet .................................................................................... 10
TABLE OF CONTENTS
3
Primary Logo
DO:
Always use supplied logo art
Use logo with tagline in all instances
On smaller scale applications where legibility is a concern, use of the logo sans tagline is permitted
DON’T:
Attempt to reconstruct or alter the logo in any way
Scale the logo below .75” wide
One Color
DO:
If a one-color option is required, use a version using either turquoise (A) or black (B), with shades of said color providing the distinction in shapes within the mark
If a flattened version is necessary, use the 1c mark (C) or the 1c mark on black (D)
A. B.
C. D.
Primary LogoLOGO GUIDELINES
Clear Space
DO:
Leave adequate clear space—equal to the cap-height of the W—around the logo
Measurement begins from the line at the top and below the tagline. On the version without the tagline, measurement at the bottom begins from the line
DON’T:
Crowd the logo with type or other graphic elements
.75”
4
Do’s/Don’tsLOGO GUIDELINES
Recommended Usage
DO:
Whenever a composition allows, always use the four color logo on a white background
DON’T:
Apply effects to the logo (i.e. drop shadow, outer glow, etc.)
Reversing/Backgrounds
DO:
There are two versions of the reversed logo: all-white and white with WorkSource colors
When placing the logo on a colored background, choose a color for the logo that will provide maximum contrast and readability
DON’T:
Use a logo that won’t provide adequate contrast to the background
Place the logo over a busy photo or patterned background
Use the full-color logo on a dark colored background
Alter the logo beyond the exceptions included on page three
Logo Symbol
DO:
The symbol should be present with the logo at all times, placed to the left of “WORKSOURCE”
DON’T:
Modify the symbol (i.e. altering the colors, removing either of the triangles, etc.)
Don’t remove the symbol from the logo
DO
DO
DO
DON’T
DON’T
DON’T
5
Secondary LogosLOGO GUIDELINES
Recommended Usage
DO:
Always lead with the area name, followed by the Georgia WorkSource mark
Use secondary logo for area-specific branding
Follow primary logo usage rules
On a light-colored background, the tagline should be in WorkSource gray
On a dark-colored background, the tagline should be in white
GEORGIA
worksource
Connecting Talent with Opportunity
Atlanta Regional
GEORGIA
worksource
Connecting Talent with Opportunity
CSRA
GEORGIA
worksource
Connecting Talent with Opportunity
Georgia Mountains
Connecting Talent with Opportunity
Metro Atlanta
GEORGIA
worksource
Connecting Talent with Opportunity
Northwest Georgia
GEORGIA
worksource
Connecting Talent with Opportunity
Atlanta
GEORGIA
worksource
Connecting Talent with Opportunity
Coastal
GEORGIA
worksource
Connecting Talent with Opportunity
Cobb
GEORGIA
worksource
Connecting Talent with Opportunity
DeKalb
GEORGIA
worksource
Connecting Talent with Opportunity
Heart of Georgia
GEORGIA
worksource
Connecting Talent with Opportunity
Middle Georgia
GEORGIA
worksource
Connecting Talent with Opportunity
Southern Georgia
GEORGIA
worksource
Connecting Talent with Opportunity
East Central Georgia
GEORGIA
worksource
Connecting Talent with Opportunity
Fulton
GEORGIA
worksource
Connecting Talent with Opportunity
Lower Chattahoochee
GEORGIA
worksource
Connecting Talent with Opportunity
Macon-Bibb
GEORGIA
worksource
Connecting Talent with Opportunity
Middle Flint
GEORGIA
worksource
Connecting Talent with Opportunity
Northeast Georgia
GEORGIA
worksource
Connecting Talent with Opportunity
Southwest Georgia
GEORGIA
worksource
Connecting Talent with Opportunity
Three Rivers
6
Co-Branded MarksLOGO GUIDELINES
Recommended Usage
DO:
Always lead with Georgia WorkSource mark first
Use co-branded logo in instances where we are introducing WorkSource to a new/unfamiliar audience
All usage rules regarding the logo standing alone remain valid when it appears as a lock-up
On a light-colored background, the tagline should be in WorkSource gray
On a dark-colored background, the tagline should be in white
When scaling, both logos should share the same height as each other
Georg ia Mounta insConnecting Talent with Opportunity
Georgia Mountains
Primary w/ tagline
Primary w/o tagline
Secondary w/ tagline
Secondary w/o tagline
CO-BRANDED SECONDARY:
Each secondary logo has a co-branded version that should be used in instances where we are introducing WorkSource to a new/unfamiliar audience, i.e., in LWDA’s
7
ARROW USAGE
The Arrow
The Arrow symbol visually represents the connection of talent and opportunity. It suggests forward movement, progress and unity towards a common goal.
The Arrow consists of three intersecting shapes, each using one of the three brand colors.
Recommended Usage
DO:
The Arrow can be used as a graphic element to further brand a piece of creative with the WorkSource identity
It can be used as a texture or background element. Screened versions (where the symbol’s opacity is adjusted) are acceptable
It can be used as a bullet point or accent to emphasize headlines or other copy
DON’T:
Rotate or flip the Arrow
Alter the shape of the Arrow
Adjust the proportion of the three shapes to each other
Change the position of colors within the Arrow
Adjust color except in versions previously described
Lorem Ipsum Dolor
8
WorkSource Turquoise
WorkSource Orange
WorkSource Green
WorkSource Gray
C: 85 M: 56 Y: 47 K: 27
R: 43 G: 84 B: 98
Web: #2b5462
PMS: 7477 C
C: 0 M: 60 Y: 100 K: 0
R: 245 G: 130 B: 32
Web: #f58220
PMS: 158 C
C: 79 M: 48 Y: 44 K: 16
R: 61 G: 105 B: 117
Web: #3d6975
PMS: 7699 C
C: 64 M: 56 Y: 52 K: 28
R: 87 G: 88 B: 91
Web: #57585b
PMS: Cool Gray 11 C
COLOR PALETTE
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Primary Font Family
DO:
Use only Gotham by Adobe or ITC
Use italic sparingly for emphasis only
All body copy/subheads should be set in 100% WorkSmart Gray or in black
All body copy should be set in Book weight and never smaller than 8pt
Headline copy should be at least 6pt larger than subhead copy
Subhead copy should be at least 6pt larger than body copy
All CTA copy should be set in Medium weight with Bold accents for URLs and phone numbers
Use periods and other punctuation in headlines and subheads where necessary
DON’T:
Use a font that “looks close”
Stretch or condense the font
Gotham Book
Gotham Medium
Gotham Bold
TYPOGRAPHY
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Web Font Family
DO:
Use Arial for HTML copy when Gotham Rounded is unavailable due to the restrictions of the web
DON’T:
Use Arial in any other communications
Arial Regular
Arial Bold
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2481 Hilton Drive, Suite 8 Gainesville, GA 30501
www.gmrc.ga.gov/workforcedevelopment.htm
John SmithDirector, WorkSource Atlanta770-592-4383
COUNTY/AREA logo (there are 20 versions of this):• DeKalb• Northwest Georgia• Georgia Mountains• Atlanta• Cobb• Fulton• Atlanta Regional• Three Rivers• Northeast Georgia• Macon-Bibb• Middle Georgia• CSRA• East Central Georgia• Lower Chattahoochee• Middle Flint• Heart of Georgia• Southwest Georgia• Southern Georgia• Coastal• Metro Atlanta Regional
Connecting Talent with Opportunity
Atlanta
770-538-2735 | gmrc.ga.gov/workforcedevelopment.htm | 2481 Hilton Drive, Suite 8, Gainesville, GA 30501
IDENTITY PACKET
Identity Packet Usage
Use the customized identity suite for all external communications. Each suite includes business cards, stationery, PowerPoint templates and digital signatures.
The co-branded logo should always be present on identity materials.
Envelope
PowerPoint Template
LetterheadBusiness Card
Email Signature
John SmithDirector
WorkSource Atlanta
770-592-4383
2481 Hilton Drive
Suite 8
Gainesvil le, GA
30501
COUNTY/AREA logo (there are 20 versions of this):• DeKalb• Northwest Georgia• Georgia Mountains• Atlanta• Cobb• Fulton• Atlanta Regional• Three Rivers• Northeast Georgia• Macon-Bibb• Middle Georgia• CSRA• East Central Georgia• Lower Chattahoochee• Middle Flint• Heart of Georgia• Southwest Georgia• Southern Georgia• Coastal• Metro Atlanta Regional
Connecting Talent with Opportunity
Atlanta