A guide to using the AFN American Forces Network Logo in Print, Broadcast and the World Wide Web. Prepared by the Defense Media Center Marketing and Promotion Team.
CONTENTS 2. INTRODUCTION 3. REGISTERED TRADEMARK 4. CREATING A CUSTOM LOGO 5. USING THE LOGO ON THE WEB AND IN PRINT 6. USING THE LOGO ON TELEVISION 7. LOGO DON TS 8. ACCEPTABLE LOGOS AND COLOR VARIATIONS 9. CONTACT INFORMATION 1
INTRODUCTION The AFN Brand is characterized by several distinct representations: the logo graphic AFN with the American Forces Network bar, and the name AFN American Forces Network. AFN Amer ican Forces Net wor k is a registered trademark for use in mark eting and press/public relations materials. T h e t a g l i n e " We B r i n g y o u H o m e S M " i s a n u n r e g i s t e r e d s e r v i c e m a r k a n d va l u a b l e p o s i t i o n i n g statement used to symbolize the connection with home created by watching AFN television. Th e A F N Lo g o i s co m p r i s e d o f s e ve ra l d i f fe re nt e l e m e n t s ; t h e B l u e l e t t e r s " A ", " F " a n d " N " a n d s t a r. W h e n u s e d w i t h t h e r e d b a n n e r u n d e r n e a t h a n d w h i t e i d e n t i f i e r t e t i t b e c o m e s o u r re g i s te re d t ra d e m a r k. 2
REGISTERED TRADEMARK Th e A F N l o g o w h e n u s e d w i t h t h e " A m e r i c a n Fo rce s N e t wo r k " b a n n e r, i s a fe d e ra l l y re g i s te re d trademark. To maintain and protect the legal rights acquired by registration, proper and consistent trademark usage is essential. Inappropriate use of the logo and unauthorized alterations erode the value of the brand by diluting it s distinctive and unique qualities and risk loss of trademark. The sup erscr ipt "Circle-R" mar k () meaning "registered trademar k", must appear the first time the AFN American Forces Network brand name is used in print (any ad, brochure, press release l e t te r d o c u m e nt, e tc ). The Trademark registration is centered with the end of the logo, and flush with the bottom of the "N". The size of the Circle-R () symbol can be determined by halfing the height of the red banner as a sizing guide. AFN logos without the American Forces Network banner do not have a registration mark. 3
CREATING A CUSTOM LOGO IRAQ Kaiserslautern Diego Garcia An AFN ser vice outlet may use a logo for promoting AFN ser vices in ads, websites and/or internal d o c u m e n t s. T h i s r e q u r e s u s e o f a n u n r e g i s t e r d s e r v i c e m a r k. T h e " S M " m a r k ( ) m e a n i n g "unregistered ser vice mark" is used when promoting AFN ser vices, and with official AFN taglines l i k e " We b r i n g yo u h o m e. " To c r e a t e a c u s t o m l o g o, d o w n l o a d a t e m p l a t e A F N Lo g o f r o m w w w. a f n p r o m o n e t. n e t a n d a d d t h e d e s i re d te t i n t h e b l a n k a re a. H elevetic a B lack is the only approved font for the lo c ation l e t t e r i n g. O n l y u s e 1 0 0 % w h i t e t e t. A l l c u s t o m l o g o s c a n n o t u s e a ( ) " C i r c l e - R " m a r k. T h e y promote your ser vices and should be shown with an unregistered ser vice mark ( ) symbol. I f t h e b a n n e r l o c a t i o n i s a c o n t i n e n t o r a co u n t r y u s e a l l c a p i t a l l e t te r s. I f t h e b a n n e r l o c a t i o n i s a b a s e, c i t y o r re g i o n u s e u p p e r a nd lower c ase letters. * HELVETICA BLACK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 1234567890 Yo u m ay c o m b i n e a c u s t o m l o g o w i t h a f u l l s e r v i c e o u t l e t we b s i t e U R L, o r t h e o f f i c i a l t a g l i n e. ( Fo r re s tr i c t i o n s s e e p a g e 5 ). H e l ve t i c a R egular is the only approved font for the tag and URL s. * HELVETICA REGULAR AFGHANISTAN We B r i n g Yo u H o m e ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 1234567890 EUROPE w w w. a f n e u r o p e. n e t Au t h o r i z a t i o n t o c r e a t e c u s t o m i z e d ve r s i o n s o f t h e A F N l o g o i s l i m i t e d t o A F N s e r v i c e o u t l e t s only. Permission is not given to organizations or individuals outside of AFN to create customized v e r s i o n s. A u t h o r i z a t i o n m u s t b e r e q u e s t e d t o c r e a t e c u s t o m l o g o s fo r " A f f i n i t y A p p a r e l ", l i k e T - s h i r t s, j a c k e t s a n d c a p s. P l e a s e s e n d a n e l e c t r o n i c e a m p l e o f t h e l o g o fo r a p p r ova l p r i o r t o produc tion. S e e p a g e 1 0 " Co nt a c t I n for mation" for submission data. * Ab out H elvetic a H elvetic a is a trademar k of H eidelb erger D ruck maschinen AG, which may b e registered i n cer tain jur isdic tions, eclusively licensed through Linot yp e Librar y GmbH, a wholly owned subsidiar y of H eidelb erger D ruck maschinen AG 4
B R A N D M A N UA L USING THE LOGO ON THE WEB AND IN PRINT Th e A F N l o g o i s a c l e a n a n d s t ro n g mar k and should b e treated with resp ec t in all usages. I f a we b b a n n e r l o g o i s re q u i re d, c re ate it as descr ib ed on page 4. A m i n i m u m a m o u n t o f w h i t e s p a c e o r a r e a o f i s o l a t i o n a r o u n d t h e l o g o i s r e q u i r e d. To d e t e r m i n e t h i s a r e a, u s e t h e w i d t h b e t w e e n t h e a s c e n d e r s o f t h e l e t t e r A a s t h e u n i t b y which to measure white space on all sides of the logo. This area of isolation protec ts the l o g o f r o m o t h e r i m a g e r y, g r a p h i c s a n d p a g e t r i m. O n l y t h e A F N w e b s i t e a d d r e s s o r t a g l i n e m ay b e p l a ce d c l o s e r to t h e l o g o. Th e s i ze o f t h e A F N l o g o, d e p e n d i n g o n u s a g e, w i l l c h a n g e. Th e l o g o s h o u l d b e s i ze d fo r c l e a r l e g i b i l i t y u s i n g t h e m i n i m u m a m o u nt o f w h i te s p a ce a ro u n d i t. Th i s w i l l o f te n b e m o re v i s u a l l y a p p e a l i n g t h a n a l o g o t h a t i s s i z e d t o o l a r g e fo r t h e s p a c e ava i l a b l e, m a k i n g i t c l u t t e r e d a n d h a rd e r to re a d. Le t g o o d t a s te b e yo ur guide when sizing the lo go. P R I N T: 1 i n c h at 3 0 0 d p i WEB: 72 p at 7 2 d p i PRINT: 3/4 inch at 300 dpi WEB: 54 p at 72 dpi Th e m i n i m u m w i d t h o f t h e b a n n e r ve r s i o n o f t h e l o g o i s 1 i n c h. Th e b a n n e r l e s s ve r s i o n c a n b e s c a l e d d ow n to a 3 / 4 i n c h w i d t h. Fo r i d e a l l e g i b i l i t y t h e b a n n e r l e s s ve r s i o n o f t h e l o g o s h o u l d b e u s e d i n ve r y s m a l l s p a ce a p p l i c at ions. 5
B R A N D M A N UA L USING THE LOGO ON TELEVISION Using the AFN logo on air is the only instance where the trademark registration mark ( ) is not u s e d. A l w a y s d i s p l a y t h e A F N l o g o f l a t. T h e o n l y e c e p t i o n i s w h e n a n i m a t i n g t h e l o g o, a n o r m a l amount of perspective distor tion is acceptable while it is in motion. Stretching the logo on a n y a i s i s n o t p e r m i t t e d.» MOVING» MOVING AT REST Non-square piels are used in television. Piels used in the Nor th Amer ican T V standard (NTSC) a r e s l i g h t l y w i d e r t h a n t h e y a r e t a l l ( 1 2 : 1 1 a s p e c t ra t i o ). Co m p u te r s c re e n s u s e s q u a re p i e l s. T h u s, w h e n t h e c o m p u t e r i s u s e d t o c r e a t e m e n u s a n d g r a p h i c s fo r t e l e v i s i o n, a n a d j u s t m e n t has to be made. If video and image editors do not provide automatic compensation, the g r a p h i c a r t i s t o r v i d e o e d i t o r m u s t c o m p e n s a t e m a n u a l l y. F o r e a m p l e, a 7 2 0 5 4 0 f r a m e might be used for graphics creation, but it is scaled down to 720 480 to output to DVD or 7 2 0 4 8 6 to o u t p u t to t h e D 1 fo r m at. W h e n u s i n g t h e A F N l o g o o n a i r, b e c e r t a i n t o u s e a v e r s i o n t h a t h a s b e e n c o n v e r t e d t o n o n - s q u a re. Fa i l u re to d o s o co u l d re s u l t i n t h e l o g o b e i n g d i s p l aye d w i t h a n i n co r re c t a s p e c t rat i o. Th e A F N Af f i l i ate R e s o u rce s website provides cor rec ted lo go ar t wor k for use on air. Lik ewise be cautious when using non-square ar twork in non-television media. The result could b e a n i n a c c u rate re p re s e nt at i o n o f our brand. S q u a re 1 : 1 Non-S quare 12:11 6
LOGO DON TS Th e co n s i s te nt p re s e nt at i o n o f o u r l o go is imp or tant and helps promote instant reco gnition of t h e A F N b ra n d. Th e fo l l ow i n g e a m p les should help you avoid misuses. N e v e r c o m b i n e t h e l o g o w i t h a n y t e t o t h e r t h a n t h e We b r i n g y o u h o m e S M s e r v i c e m a r k o r t h e w w w. m y a f n. n e t w e b s i t e U R L. Yo u m a y h o w e v e r c o m b i n e a c u s t o m l o g o ( a s d e s c r i b e d on page 4) with a full ser vice outlet website URL. D o No t : TOKYO Europe R e Configure or alter in any way Re-typeset with other than the a p p rove d fo nt. M ove or resize the Trademar k registration symb ol. D i s to r t i n a ny way (See page 6) Place inside a shape smaller than the minimum protected space. Reproduce on a busy b a c k g ro u n d. Place over a background that does not contrast. D ecode r S al es Create unauthorized custom lo gos. BAG H DA D W E RO C K! Add unauthor ized taglines within the minimum protec ted space. 7
ACCEPTABLE LOGOS AND COLOR VARIATIONS Following are renditions of the AFN logo using the standard color palette. These logos are best suited for use in print and on the web but can be adapted for broadcast. The AFN Broadcast R e s o u rce s we b s i te ( w w w. a f n p ro m o n et.net) provides these lo gos for download. CMYK 0C 27M 100Y 0K PANTONE 130 CV RGB 254 191 16 HEX FEBF10 CMYK 100C 72M 0 Y 3 8 K PANTONE 280 CV RGB 0 57 118 HEX 003976 CMYK 0C 91M 76Y 6K PANTONE 186 CV RGB 224 58 62 HEX E03A3E Po s i t i ve Versions CMYK 0C 0M 0Y 0K Pro ce s s Wh i te RGB 255 255 255 HEX FFFFFF Negative Versions The grey inset AFN star is 20% black. 8
ACCEPTABLE LOGOS AND COLOR VARIATIONS - CONTINUED The following renditions of the AFN logo are intended for broadcast use. These logos can be a d a p te d fo r p r i n t a n d we b w i t h t h e p ro p e r a l te rat i o n s, i n c l u d i n g t h e a d d i t i o n o f t h e " c i rc l e - R " t r a d e m a r k ( ). T h e A F N B r o a d c a s t R e s o u r c e s w e b s i t e ( w w w. a f n p r o m o n e t. n e t ) p r o v i d e s t h e s e logos for download. Note that the darkest par t of any broadcast font shading may not fall b e l ow 2 0 I R E. 9
CONTACT INFORMATION Thank you for becoming familiar with the proper use of the AFN registered trademark and related logos and ser vice marks. The Logo Usage Guide cannot possibly address all uses or variables of AFN graphics. It is intended as an introduction to proper usage and concept trademark protection. Please feel free to contact the AFN Broadcast center with any specific q u e s t i o n s o r c o n c e r n s y o u m a y h a v e r e g a r d i n g t h e A F N b r a n d. Fo r i n s t a n c e, A f f i n i t y A p p a r e l jackets and t-shir ts may warrant a custom design concept will likely result in permission to c u s to m i ze t h e A F N l o g o b eyo n d t h e scop e of this public ation. Affiliate Relations (951) 413-2AFN DSN 348-1AFN affrel@dodmedia.osd.mil Marketing Division Eric Tassill, Division Chief (951) 413-2302 DSN 348-1302 Eric.Tassill@dodmedia.osd.mil Fabian Montgomery Senior Broadcast Designer (951) 413-6781 DSN 348-1781 Fabian.Montgomery@dodmedia.osd.mil Director of Broadcasting Bob Matheson (951) 413-2301 DSN 348-1301 Robert.Matheson@dodmedia.osd.mil A F N i s a s e r v i c e o f A F R T S, t h e A m e r i c a n F o r c e s R a d i o a n d Te l e v i s i o n S e r v i c e. AFN Amer ic an Forces Net wor k is a registered trademar k of AFR TS. 10