APICS BRAND IDENTITY STANDARDS An Overview for APICS Districts and Chapters Version 1.0 • July 8, 2013 Proprietary and Confidential For Internal Purposes Only Contents 1 4 APICS Name 3 APICS Stationery 19 1.1 Organization Name 4 4.1 Stationery System 20 2 5 APICS Logos 5 APICS Paper 21 2.1 Logos 6 5.1 Paper Standards 22 2.2 Logo Sizes 7 2.3 Logo Spacing 9 6 2.4 Logo Usage 10 APICS Color 23 2.5 Logo Restrictions 11 6.1 Color Palette 24 3 7 APICS Typography 12 APICS Imagery 25 3.1 Primary Typefaces 13 7.1 Imagery Overview 26 3.2 Brand Display Typeface 14 3.3 PC System Typeface 15 8 3.4 Typesetting 16 APICS Brand Messages 27 3.5 Type Restrictions 17 8.1 Mission, Brand Pillars, 3.6 Email Standards 18 Position and Promise 28 APICS Brand Identity Standards Overview Version 1.0 July 8, 2013 Introduction Building the APICS Brand As the leading professional association for supply chain and operations management, APICS is the premier provider of research, education and certification programs that enable individuals and their organizations to learn how to advance supply chain excellence, innovation and resilience. We understand that supply chains are a strategic asset. Companies that build smart, high-performing supply chains know success depends upon rigorous management and the application of best practices. In much the same way, carefully managing APICS’s professional image will build our brand into a strategic and valuable asset. Consistency in the presentation of our external image reinforces our leadership position and communicates our commitment to excellence. The APICS Brand Identity Standards Overview contains what you need to know to support the growth of our brand. Following the guidelines will ensure that we present our organization in a way that augments our brand equity and increases our market impact. Please contact us with any questions you may have about our brand standards. Together we can increase APICS's brand awareness, reputation and equity. — APICS Marketing Team APICS Brand Identity Standards Overview Version 1.0 July 8, 2013 1 Introduction The APICS Brand Advantage A brand can be among the most valuable assets a company owns. In a crowded marketplace, a brand can be a primary means of differentiation. However, a brand requires active management to achieve its full potential. Brands are much more than a name and logo. Managed correctly, a brand will provide a sustainable competitive advantage, a positive placeholder in the minds of target audiences, and equity that upholds premium pricing. Strong, well-managed brands offer market strength in the face of economic, industry or company adversity. They inspire customer trust, loyalty and additional business. They also help people understand what an organization values. The APICS Brand Identity Standards Overview provides the foundation for brand excellence and success. This guide establishes criteria and sets forth the ground rules to present a consistent APICS brand experience to the marketplace. The APICS Brand Identity Standards Overview cannot—and is not intended to—provide a solution for every situation. If you have a branding question, please contact the APICS marketing team at [email protected]. APICS Brand Identity Standards Overview Version 1.0 July 8, 2013 2 1 APICS Name 1.1 Organization Name What is APICS? APICS is the leading professional association for supply chain and operations management. Our name and logo leverage the strong brand and reputation we’ve built since we were founded in 1957 (as the American Production and Inventory Control Society). What does APICS stand for now? APICS is known as the premier provider of research, education and certification programs focused on supply chain and operations management. Our programs are highly respected because we are an independent, global volunteer organization that builds, validates, updates and maintains knowledge for our profession. What’s changed? We’re APICS. We realized years ago that our original name no longer fit an international association active in areas outside production and inventory control. To address our expansion, we began using the acronym APICS. Since that time, we’ve become known as “APICS” around the world. We are embracing this perception and formally acknowledging the evolution of our name. APICS is no longer an acronym. It’s become a proper noun. And it’s what we are called. It’s a name that’s easy to say, easy to spell and serves us well. Out of respect to our heritage, we write APICS in all capital letters. We are no longer “APICS The Association for Operations Management.” Protect our name and logo. The APICS name and logo are registered U.S. trademarks. Requests to use the APICS corporate logo must be submitted to [email protected] with a mock-up of the piece 30 days prior to proposed use. APICS Brand Identity Standards Overview Version 1.0 July 8, 2013 4 2 APICS Logos 2.1 Logos The APICS logo was designed to build upon The APICS Foundation logo treatment The APICS district, chapter and student APICS’s legacy and signal that APICS is a communicates the strong relationship between chapter logo treatments provide each of modern organization that is global, strategic APICS and the APICS Foundation, yet indicates these entities with a logo that indicates they are and responsive in its support of the supply that the Foundation is a separate entity. There is part of APICS, yet allows for localization. Vertical chain and operations management profession. both a vertical and horizontal version of the and horizontal versions of the district, chapter The APICS logo is used for organization-wide APICS Foundation logo. and student chapter logos are available. applications and by the APICS corporate staff. Although the APICS logo is based on the Reservation typeface, a custom “A” has been drawn and the letters and spacing have been modified. The Foundation and district, chapter and student chapter logo treatments also feature the Adelle typeface. The colors used are Pantone 7462 (blue) and 431 (gray). These are the only colors used for the logo. A gray scale version is provided and is to be used when color is not permitted. It is important to use only the electronic artwork provided on C-Box. Do not attempt to recreate the APICS logo. APICS Brand Identity Standards Overview Version 1.0 July 8, 2013 6 2.2 Logo Sizes Size and placement of the APICS logos will vary depending on usage. Shown here are examples of the horizontal (linear) configurations that have been used successfully. The sizes of the APICS logo and the linear Foundation and chapter logos shown in this column are ideal for displaying The sizes of the APICS logo and the linear Foundation and chapter logos shown in this the logo at a small scale. The logos here are sized for use on The APICS logo should never be sized column are appropriate for most uses. business cards. smaller than .1875 inches in height. .5" .3125" .1875" .5" .3125" .5" .3125" APICS Brand Identity Standards Overview Version 1.0 July 8, 2013 7 2.2 Logo Sizes (continued) Size and placement of the APICS logos will vary depending on usage. Shown here are examples of the vertical (stacked) configurations that have been used successfully. The sizes of the APICS logo and the stacked Foundation and chapter logos shown in this column are ideal for displaying The sizes of the APICS logo and the stacked Foundation and chapter logos shown in the logo at a small scale. The logos here are sized for use on The APICS logo should never be sized this column are appropriate for most uses. business cards. smaller than .1875 inches in height. .5" .3125" .1875" .5" .3125" .5" .3125" APICS Brand Identity Standards Overview Version 1.0 July 8, 2013 8