NALEO & NALEO EDUCATIONAL FUND

Brand Guide

ABOUT NALEO EDUCATIONAL FUND

NALEO Educational Fund is the nation’s leading non-profit, non-partisan organization that facilitates full Latino participation in the American political process, from citizenship to public service.

ABOUT NALEO

The National Association of Latino Elected and Appointed Officials is the non-partisan leadership organization of the nation’s more than 7,000 Latino elected and appointed officials.

NALEO EDUCATIONAL FUND LOGO USAGE

The NALEO Educational Fund logo can be reproduced in its official Pantone and reverse forms: Pantone versions for use on lighter backgrounds and reverse versions for use on darker backgrounds.

It is recommended that the logo be reproduced in the approved NALEO palette colors. Color usage should never compromise legibility.

PMS 282 C

REVERSED - PMS 282 C

DO

  • Always use an official logo file and never attempt to recreate the logo from scratch.
  •  The NALEO Educational Fund logo can be obtained from the Communications Department as either an .EPS or .PNG file. Both of these formats are optimized for web and print.
  • When resizing the logo, maintain the proportions of the original. This can generally be done in most applications by holding shift when resizing.
  • The logo should always stand apart from a dark background. Either use a white version of the logo or one with a white circle behind it.

DO NOT

  • Don’t warp, stretch, or distort the logo in any way.
    Don’t change the logo orientation. Don’t crop the logo in any way.
  • Don’t recreate any elements of the logo or replace them.
  • Don’t use scanned or photographed copies of the logo.
  • Don’t remove or alter any text.
  • Don’t apply shadows, glow effects, or outlines to the logo.
  • Don’t apply any filters or textures to the logo.
  • Don’t contain the logo within a box or square.

NALEO LOGO USAGE

The NALEO logo can be reproduced in its official Pantone and reverse forms: Pantone versions for use on lighter backgrounds and reverse versions for use on darker backgrounds.

It is recommended that the logo be reproduced in the approved NALEO palette colors. Color usage should never compromise legibility.

PMS 282 C

REVERSED - PMS 282 C

DO

  • Always use an official logo file and never attempt to recreate the logo from scratch.
  • The NALEO logo can be obtained from the Communications Department as either an .EPS or .PNG file. Both of these formats are optimized for web and print.
  • When resizing the logo, maintain the proportions of the original. This can generally be done in most applications by holding shift when resizing.
  • The logo should always stand apart from a dark background. Either use a white version of the logo or one with a white circle behind it.

DO NOT

  • Don’t warp, stretch, or distort the logo in any way.
    Don’t change the logo orientation. Don’t crop the logo in any way.
  • Don’t recreate any elements of the logo or replace them.
  • Don’t use scanned or photographed copies of the logo.
  • Don’t remove or alter any text.
  • Don’t apply shadows, glow effects, or outlines to the logo.
  • Don’t apply any filters or textures to the logo.
  • Don’t contain the logo within a box or square.

NALEO & NALEO EDUCATIONAL FUND

design Guide

A concise color palette, clean typography, and strong information design represent a voice of authority, expertise, and the NALEO and NALEO Educational Fund culture.

Color Palette

The NALEO and NALEO Educational Fund colors are based on the specified PANTONE Color Standard. Note that the PANTONE Color Standard is specified as C, meaning coated.

PRIMARY COLOR

DARK BLUE
PANTONE PMS 282 C
CMYK 100.87.42.52
RGB 4.30.65
HEX #041D40

SECONDARY COLORS

LIGHT BLUE
PANTONE PMS 299 C
CMYK 80.18.0.0
RGB 0.161.223
HEX #00A0DF

.

TEAL
PANTONE PMS 3025 C
CMYK 95.68.37.20
RGB 21.77.109
HEX #154D6C

.

LIGHT GRAY
PANTONE PMS 422 C
CMYK 0.0.0.45
RGB 157.159.162
HEX #9D9FA1

Typography

A clear typographic hierarchy is critical to the effective communication of our brand. The primary brand typeface is Montserrat, and must be used for all correspondence. However, for headlines and title purposes, Alternative Gothic No. 3 is suggested to complement Montserrat. For e-mails, please use Tahoma as well. Tahoma should be sized at 10 pt. or 11 pt. at the user’s discretion, but should not be reduced any smaller than 10 pt.

Should Montserrat be unavailable, use Tahoma as a backup font for all printed purposes.

TYPOGRAPHIC PAIRING

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

FOR HEADLINES & TITLES

FOR BODY COPY & E-MAILS

Photography

Photography is one of our most widely used and influential brand assets. Professional photography should be used as often as possible to capture noteworthy organizational events. This is particularly important for external communications. All photographs must be appropriately identified with a watermark of either the NALEO or NALEO Educational Fund logo.*

WATERMARK PLACEMENT:

  • NALEO Watermark Placement: Lower Right Corner
  • NALEO Educational Fund Watermark Placement: Lower Right Corner

*Please note that usage of photos by outside organizations or parties must follow an approval process with the Communications Department. Photo credit must be provided for approved photographs.

IDEAL PHOTOGRAPHY CAPTURES

  • A person or group of people featured in a unique moment, such as a speech or award acceptance
  • Subjects represented in a manner that feels natural and real
  • Interesting, asymmetrical compositions. A sense of place
  • Diversity of subjects; in both race and gender

CONSIDERATIONS TO AVOID

  • Photos of people consuming alcohol or smoking
  • Overly distracting backgrounds
  • Portraits with poor lighting quality
  • Images that are out of focus
  • Heavily manipulated photos, such as adding a filter or unnatural color correction

NALEO & NALEO EDUCATIONAL FUND

Communications
Assets

Correspondence from NALEO and NALEO Educational Fund is presented and viewed by people in various formats. Brand stationery has been designed for consistency and to make a strong impression of our brand.

Letterheads

The standard letterhead used for NALEO Educational Fund lists the Board of Directors and all office locations. All formal correspondence is conducted on this letterhead. Always use the most recent version of the standard letterhead, which can be found here. 

The memo style letterhead contains only the multiple office locations. It is used for informal communication such as memoranda.

Formatting

  • Address block should be four returns after the date.
  • Use state abbreviations. D.C. should be listed with double periods.
  • Use a colon except in rare instances where you have a close personal relationship with the recipient. A comma is acceptable on those occasions.
  • The salutation should be one return after the address block.
  • Use two returns before the closing salutation.
  • Leave four returns after the salutation and above first and last name for signature or an e-signature to be placed.
  • All standard letters should be typed using Tahoma sized at 9 pt. However, there may be times when a longer letter may cause a reduction in font size in order to fit entirely on the page. This should be avoided whenever possible but should not be reduced any smaller than 8 pt.
  • Additionally, all text in the letterhead template should be left-aligned, creating a ragged right edge along the body of the text. This is the preferred format of the organization, and letters should not be indented nor fully justified. Margins are pre-formatted but can be adjusted accordingly within Microsoft Word.
  • Finally, the closing statements for all letters should be sincerely, signature, first name, last name, and title.

SALUTATION

In all correspondence, please preface the name in our letters and envelopes with the distinction of Mr., Ms., or The Honorable. Note that persons who have previously served in elected office should still be addressed as honorable in the address block of letters.

For envelopes and labels, abbreviate The Honorable by Hon. to make it fit. However, this abbreviation is not appropriate in the actual letter. Sometimes salutations can be tricky, especially if you are unsure of the recipient’s gender. In this instance, omit any reference in the envelope or label as well as in the name/addresses portion of the letter. For the salutation of the letter, it is appropriate to type: Dear Mr./Ms. Perez.

The salutation of dignitaries also can render some confusion. Below are examples of some mistakes that have been made and the correct format to address a dignitary:

INCORRECT

Hon. Mr. Domingo Martinez
New Mexico State Auditor
2113 Warner Circle
Santa Fe, NM 87502

➤ Dear Honorable Martinez:

Hon. Congresswoman Lucille Roybal-Allard
Member of Congress
2083 Rayburn House Office Building
Washington, D.C. 20515

➤ Dear Hon. Congresswoman:

CORRECT

The Honorable Domingo Martinez
New Mexico State Auditor
2113 Warner Circle
Santa Fe, NM 87502

➤ Dear State Auditor Martinez: 

The Honorable Lucille Roybal-Allard
Member of Congress
2083 Rayburn House Office Building
Washington, D.C. 20515

➤ Dear U.S. Representative Roybal-Allard: 

WRITING STANDARDS

FONT FORMATTING

Italics — All non-English words and publications (e.g., Voces Del Pueblo, Latino Election Handbook, etc.) must be italicized. However, non-English words do not need to be italicized when clearly distinguished as a translation by use of color, font, size, or placement.

Bold — Should be used sparingly, strategically, and only for a particular emphasis, usually with phrases or a concept.

.

“Quotation Marks” — Used when citing quotes — also used when referring to an article in a publication (e.g., “Latinos Make Gains in Los Angeles”). Always place the punctuation marks and commas inside the quotation marks unless it is an exclamation point or question mark.

Numbers — Always spell out 0–9; use numerals for 10 and above (e.g., four, six, eight, 10, 12, 14, etc.) Note: spell out the word “percent” rather than using the “%” symbol.

PARAGRAPH FORMATTING

Always left-align text. ➤
Justified text is acceptable on rare occasions but must be approved by the Communications Department.

Times should be listed in the X:XX a.m./p.m. – X:XX a.m./p.m. format, and time zones should be denoted as Eastern Time (ET), Central Time (CT), or Pacific Time (PT) at all times (e.g., 11:30 a.m. – 12:30 p.m. ET). ➤

Never split a person’s name so the first name is on one line and the last name begins on the following line. ➤

Never split the salutary designation from the name, where Mr. is the last word on one line and Arturo Vargas, for example, begins the following line. ➤

Never split dates. If it appears as a unit of information, keep it as a unit of information on the same line. ➤

Hyphenate (-) long words only at syllable breaks. Use an en dash (–) to mark ranges and an em dash (—) to separate information or mark a break in a sentence. ➤

Always leave one space after a colon (:). Likewise, one space should be used after the end of a sentence. ➤

Always use the Oxford comma (a comma after the second-to-last item on a list of three or more items, before the “and” or “or”) (e.g., Please use the Oxford comma in all draft copy, official language, and e-mail correspondence.) Note: when items on a list themselves contain commas, instead of using commas to separate that list, use a semicolon (;) instead.

No contractions. While often used in casual conversation, contractions should not be used in professional business communication. Unless the Communications Department sanctions the use of contractions for creative purposes, “don’t” should be written as “do not,” “can’t” should be written as “cannot,” and “won’t” should be written as “will not.”

➤ INCORRECT: Won’t | Couldn’t | It’s | We’re
➤ CORRECT: Will not | Could not | It is | We are

NALEO Educational Fund advocates vigorously for the appointment of qualified Latinos to top positions in the executive and judicial branches of government.

The opening plenary of the 2018 NALEO Annual Conference will take place from 10:30 a.m. – 12:00 p.m. ET

Notable session speakers include Dr. Sarah R. Lytle, Ms. Darcy Renfro, and more.

Welcome remarks will be made by Mr. Arturo Vargas, the Executive Director of NALEO Educational Fund.

This two-day NALEO Institute on Statewide Education will take place May 20–21, from 9:00 a.m. – 5:00 p.m.

NALEO Educational Fund derived the projection of the Latino vote in Election 2016…

Eight states have projected the number of expected Latino voters: Arizona, California, Colorado, Florida, Nevada, New York, North Carolina, and Texas.

ENVELOPES & LABELS

A template for mailing labels has been designed for your convenience. The recipient and their address can be edited in Microsoft Word. Please print on Avery 5162 or compatible labels.

FOR LONGER ADDRESSES

Abbreviate directional indicators such as S. for South or types of streets like Blvd. for Boulevard or Pl. for Place.

Business CARDS

Business cards should be part of any self-introduction to enhance credibility and professionalism. Our standard business cards will contain your name, title, contact information, and NALEO Educational Fund’s Twitter handle.

Certifications from agencies, programs, professional training, and undergraduate post-nominal letters will not be included in staff business cards. However, post-nominal letters for a master’s, doctorate, or law degree (e.g., MPA, Ph.D., J.D. or Esq., etc.) are allowed and may be requested by the staff member.

Depending on the represented department, some staff members may have the NALEO Educational Fund citizenship and voter hotline displayed on their business cards.

E-MAIL BODY & SIGNATURE

Tahoma should be used as the font for the body of all e-mails. The font size can be either 10 pt. or 11 pt. at the user’s discretion, but should not be reduced any smaller than 10 pt.

All e-mails must include branded closing contact information about ourselves and the organization. All e-mail signatures must follow the formatting shown below and be consistent across all departments and regional offices — this includes on your cell phones or when using an abbreviated e-mail signature. You may choose which contact numbers to list. Please note that if you list your cell number, denote it by using an “M” (for mobile) — do not use “C.”

In addition, certifications from agencies, programs, professional training, and undergraduate post-nominal letters will not be included in staff e-mail signatures. However, post-nominal letters for a master’s, doctorate, or law degree (e.g., MPA, Ph.D., J.D. or Esq., etc.) are allowed and may be requested by the staff member.

E-mail banners will be provided by the Communications Department and must be used until notified.

E-MAIL BODY
11 pt. Tahoma (No smaller than 10)  ➤

NAME: 12 pt. Tahoma Bold 
TITLE: 10.5 pt. Tahoma  ➤

ORGANIZATION + CONTACT INFORMATION:
10.5 pt. Tahoma ➤

MISSION STATEMENT:
10.5 pt. Tahoma ➤

Lorem ipsum dolor sit amet, consectetur adipiscing elit. In vehicula imperdiet felis, quis fermentum elit faucibus non. Praesent velit elit, molestie id euismod ut, dignissim ac urna. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis. 

Jane Doe
National Director of Communications

NALEO Educational Fund
1000 Corporate Center Drive, Ste. 310
Monterey Park, CA 91754
T: 213.747.7606 Ext. 4321
F: 213.747.7664

NALEO Educational Fund is the leading non-profit, non-partisan organization that facilitates full Latino participation in the American political process, from citizenship to public service.

POWERPOINT PRESENTATIONS

A PowerPoint presentation template has been created for each organization for your convenience and can be downloaded onto your desktop from the NALEO Educational Fund SharePoint under Communications. PowerPoint templates should be used to add or edit content within the provided template.

Font formats, color, and style have been thoughtfully placed on each individual slide to enhance the content, organization, and readability for the viewer.

PRESS RELEASEs

Since the press release template is used for a specific audience and purpose, it has a relatively simple and uniform look. Included below is the designated press release format used by NALEO Educational Fund. Press releases are to be generated only by the Communications Department. All mentions of NALEO and NALEO Educational Fund by outside parties and partners in press releases must be reviewed and approved by Communications Department.

General

For your convenience, a generic template has been created for each organization and can be used for all other document purposes not explicitly outlined in this manual. In addition, font formats, color, and style have been placed on the templates to enhance the content, organization, and readability for the viewer.

Uses for these templates may include meeting agendas, staff notes, and more. The templates are available on SharePoint.

Additionally, all text in the generic templates should be left-aligned, creating a ragged right edge along the body of the text.

NALEO & NALEO EDUCATIONAL FUND

Social Media

When used carefully and deliberately, social media can be an extremely powerful tool for building relationships with audiences and sharing information about our efforts as an organization/

SOCIAL MEDIA OVERVIEW

When used carefully and deliberately, social media can be an extremely powerful tool for building relationships with audiences and sharing information about our efforts as an organization.

Social media is an integral part of how we communicate with elected officials, policymakers, and other key audiences. The content that we create and share can help enhance our reputation, increase visibility for our initiatives and accomplishments, engage new audiences, and draw attention to breaking news and developments.

NALEO AND NALEO EDUCATIONAL FUND ON SOCIAL MEDIA:

www.naleo.org

The website www.naleo.org houses all NALEO and NALEO Educational Fund interactive content providing a platform for the public to access a range of information on our work, events, and initiatives. In addition, the website allows readers to navigate and interact with pages to perform a variety of actions like downloading resources, viewing press releases, and donating to the organizations.

@NALEO

Twitter Twitter connects users to ideas, topics, and people in 280-character messages called “tweets.”

fb.com/naleo.org

Facebook makes it easy for you to share text, video, or photos and connects users with family and friends.

YouTube.com/NALEOonline

YouTube is a video-sharing website that provides a forum for people to connect, inform, and inspire others across the globe and acts as a distribution platform for original content.

@naleoedfund

Instagram is a photo and video-sharing app where users take photos, apply filters, and share.

NALEO Educational Fund

LinkedIn is a social networking site for the business community that allows members to establish and document networks of people they know and trust professionally.

flickr.com/photos/naleo

Flickr is a photo-sharing, management and hosting site that supports an active and engaged community. People can share and explore each other’s photos worldwide. 

HASHTAGS INCREASE OUR VISIBILITY

Hashtags make it easier for people to find and follow discussions about NALEO and NALEO Educational Fund news, events, and promotions. Hashtags also allow us to track our presence across various social media channels by using specific hashtags like the ones listed below.

Only approved hashtags from the Communications Department staff are to be used for social media posts. Staff may not create their own hashtags.

#NALEOBootcamp
#NALEOFamilia
#NALEOMember
#NALEOPolicyInstitute

#TheNALEONetwork
#DefiendeLaVerdad
#HagaseContar
#HazmeContar

#HazteCiudadano
#VeYVota
#VRAnow

SOCIAL MEDIA GUIDE

The Social Media Guide provides NALEO Policy Institute and NALEO Annual Conference participants with speaker and sponsor handles, hashtags, and sample tweets that make it easy for them to post from their social media accounts. The guide is produced by the Communications Department and finalized by Institute leads.

Downloads

NEF Employees

Download all NALEO Educational Fund assets and materials.

NALEO & NEF Partners

Coming soon.

CONCLUSION

This brand standards manual is designed to be a helpful tool that current and future staff can rely on for guidance on the usage of logos, letterhead, and more.

Please consider the Communications Department a resource for any questions or issues you may have on the items addressed in the manual moving forward.

 

This brand standards manual has been created to preserve the value and unity of NALEO and NALEO Educational Fund’s visual identity. Uniform, high-quality reproduction is critical to ensuring positive impressions. Both the NALEO and NALEO Educational Fund logo and wordmark must always appear crisp, clear, and readable. In addition, the colors must be consistent regardless of medium, substrate, or process. All uses of the logo must be approved by the Communications Department, utilizing logo artwork with accurately matched colors.

This manual also contains printed and digital standards for correctly using the NALEO and NALEO Educational Fund brand.

Please note that from time to time, members of the Communications Department may deviate from the standards outlined in this manual for stylistic reasons. However, all other staff members must still follow the brand manual policies and procedures unless given explicit permission by the Communications Department.