Core Brand Standards

Preserve Create Educate Entertain

2010 Utah Pioneer Heritage Arts, a 501(c)(3) non-profit organization. All rights reserved.

For internal use only. Version 1.0 Revised 6/2010

UPHA Brand Guidelines Introduction

Utah Pioneer Heritage Arts enhances Utahs quality of life, strengthens our social fabric, and increases cultural heritage tourism by preserving and presenting Utah pioneer stories in world-class art and artistic presentations. Utah Pioneer Heritage Arts needs to uphold a world-class image of itself, and therefore needs to have a standard by which all advertising and public displays should abide. This document will present the general guidelines by which all Utah Pioneer Heritage Arts advertising materials should abide.

Brand Strategy
The past is good! The past is dynamic, rich, multi-layered and multi-dimensional and is the source of answers for todays challenges. Using the arts to reveal history makes the stories memorable, enjoyable, and repeatable.

No harms done to history by making it something someone would want to read... ...or see, or hear, or experience...
-Clive Romney-David McCullough-

Utah Pioneer Heritage Arts exemplifies this in everything we do. Our brand should reflect these two statements. Motivate others to want to read, see, hear and experience what we are presenting. UPHA designs should be artfully rendered: multi-layered, but not cluttered.

Tagline
Preserve Create Educate Entertain
The tagline of UPHA was very carefully constructed and should not be changed in any way. This tagline should not be placed underneath the logo. It should be placed on the page separately from the logo, and usually on the bottom of the piece. The tagline does not need to be on every piece.

2010 Utah Pioneer Heritage Arts, a 501(c)(3) non-profit organization. All rights reserved.

For internal use only. Version 1.0 Revised 6/2010

Logos Usage
Only approved UPHA logos may be used. Approved logos will always be provided by UPHAs public relations department.

Main UPHA Logo:

Pioneer Pentathlon Logo:

Pioneer
Pentathlon

Pioneer
Pentathlon

Pioneer
Pentathlon
UPHA Logo Usage
The UPHA logo should always be recognizable and in no way stretched or distorted from the default proportions. The UPHA logo may be placed over a photo or illustration, but still needs to be obvious and recognizable. If you are placing the logo on top of an image that has a lot of visual activity, you should place the logo on a round cornered white box with a transparency applied to it. See the logo on the front page of this document for an example. The logo may be placed vertically in select applications. Do not

Do

2010 Utah Pioneer Heritage Arts, a 501(c)(3) non-profit organization. All rights reserved.

For internal use only. Version 1.0 Revised 6/2010

Logo Clear Space Requirements

UPHA logos ought to have a clear space maintained around them to keep the logos from being cramped or lost. The minimum clear space around any UPHA logo is 1/4 the X-Height of the logo. The preferred clear space is 1/3X.

Pioneer
Pentathlon

Pioneer
Pentathlon

Pioneer
Pentathlon
Logo Placement
UPHA branded material must have the logo placed on the top half of the sheet, with at least the minimum white space requirements met.

2010 Utah Pioneer Heritage Arts, a 501(c)(3) non-profit organization. All rights reserved.

For internal use only. Version 1.0 Revised 6/2010

UPHA Color Usage

Primary Colors

UPHA Red
PMS: CMYK: 10 100 100 40 RGB: 144 13 17 HEX: 910D11

UPHA Tan
PMS: CMYK: 0 10 40 30 RGB: 189 169 125 HEX: BEAA7E

UPHA Dark Grey

PMS: CMYK: 20 20 20 80 RGB: 69 66 66 HEX: 454242

Secondary Colors
Purple Green Yellow brown

PMS

CMYK
51 42 22 0 41 19 53 14 1 31 83 0 52 78 84 5

RGB
136 140 167 139 158 123 249 182 70 137 82 67

HEX
888ca7 8b9e7b f9b746 8a5243

Screen Tints of Colors

You may use any value tints of the approved colors.

Color Usage in a Publication

UPHA has chosen a color palette with many colors so our publications can be rich, dynamic, and multi-layered. When designing a piece, you may use any of the approved colors, as well as black and white. Be careful not to use too many colors in one piece. Using too many colors and trying to highlight everything, results in nothing standing out and the piece becoming cluttered. The rule of 3 is always a good rule to keep in mind. Using 3 colors is always a good benchmark.

2010 Utah Pioneer Heritage Arts, a 501(c)(3) non-profit organization. All rights reserved.

For internal use only. Version 1.0 Revised 6/2010

Imagery
UPHA upholds a world-class image, therefore our photography needs to reflect that image. Our photography should not look cheap and hastily taken. Time should be taken to compose the image and make sure the image/s being used apply to the subject matter of the publication. Images may be full color, grayscale, sepia tone, aged/ antiqued, or duo-tones. Photographs that include people are preferred, but not required.

Image Matte Usage

UPHA prefers that images used have a matte around them. A matte is not required, but preferred in most cases. When using a matte, a drop shadow or dark outer glow is also acceptable.

Plain Matte

Plain Matte with Drop Shadow

Plain Matte with Dark Outer Glow

2010 Utah Pioneer Heritage Arts, a 501(c)(3) non-profit organization. All rights reserved.

For internal use only. Version 1.0 Revised 6/2010

Typography
UPHA has carefully chosen its accepted typefaces to help uphold our image and to establish our brand. The primary typefaces are Arno Pro and Gill Sans. The secondary typeface, American Scribe, may be used for quotes, stories as told by a pioneer, or anything else that needs a handwritten look. Please do not substitute any typefaces for the approved UPHA typefaces.

Primary Typefaces
Arno Pro should be used for the majority of the media that will be seen in public.

Arno Pro Regular abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arno Pro Bold abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Arno Pro Semibold abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arno Pro Light abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Gill Sans should be used for documents with large amounts of copy, such as legal documents, as well as disclosures and charts.

Gill Sans Regular abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gill Sans Light abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Secondary Typeface

Gill Sans Bold

abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

American Scribe should be used for the tagline, quotes, stories as told by a pioneer, or anything else requiring a handwritten look.

American Scribe abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMN OPQRSTUVWXYZ

2010 Utah Pioneer Heritage Arts, a 501(c)(3) non-profit organization. All rights reserved. For internal use only. Version 1.0 Revised 6/2010

Copyrights, Disclosures and Contact Information

Copyrights and disclosures
Any copyright, disclosure, revision date, internal use only, etc. text must be at least 8pt font. A copyright must be on every publication that UPHA creates. The copyright should always be in the bottom left hand corner of the piece.

Questions?
While we tried to cover most of the questions that could arise from designing under these guidelines, we realize that some situations will require special attention. Feel free to send your questions to daniel@ iba-designs.com.

Individual Brand Elements

If you are missing some of the UPHA Brand Elements, you may access the brand guidelines section of the UPHA website. www.upha.org/brand

Contact Information
Any external document must have contact information on the document. This contact information must include a website, email address, and phone number. This information may go just above the copyright, but if it is incorporated into the document elsewhere, does not have to be above the copyright.

Thank you

2010 Utah Pioneer Heritage Arts, a 501(c)(3) non-profit organization. All rights reserved.

For internal use only. Version 1.0 Revised 6/2010