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 6,700 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 downloaded 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 place 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.

The main thing to keep in mind when using the NALEO Educational Fund logo is not to alter it in any way.

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 downloaded 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 place 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.

The main thing to keep in mind when using the NALEO logo is not to alter it in any way.

NALEO & NALEO EDUCATIONAL FUND

design Guide

Color Palette

The NALEO and NALEO Educational Fund colors are based on the PANTONE Color Standard specified. 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. It can 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. 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 or Alternative Gothic be unavailable, use Tahoma as a backup font for printed purposes.

PAIR

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

HEADLINES & TITLES

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 organization 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:

Lower Right Corner

*Usage of photos by outside organizations or parties must follow an approval process with the Communications Department. Photo credit must be provided to 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

Letterheads

The standard letterhead that is 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 on SharePoint.

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

Formatting

All standard letters should be typed using Gotham Book 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 placed in the letterhead template should be left-aligned, creating a ragged right edge along the body of text. This is the preferred format of the organization and letters should not be indented nor fully justified. Margins are preformatted but can be adjusted accordingly within Microsoft Word.

Finally, the closing statement 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 by the distinction of Mr., Ms. or The Honorable. Note that persons that have been in an elected office in the past should still be addressed as honorable in the address block of letters.

For envelopes and labels, abbreviate The Honorable by Hon. in order 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 gender of the recipients. 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 foreign words need to be italicized as well as publications described, e.g., Voces Del Pueblo, the Latino Election Handbook. Foreign words do not need to be italicized when clearly distinguished as a translation by use of color, font, size and placement.

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

.

“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 comma inside the quotation marks.

Numbers — Always spell out 0-9; use numerals for 10 and above, e.g., four, six, eight, 10, 12, 14, etc.

PARAGRAPH FORMATTING

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.

E-MAIL BODY & SIGNATURE

Tahoma should be used as the font for the body of all emails. 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 dictated 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 we are using M (for mobile) – do not use C. 

In addition, certifications from agencies, programs or professional training in addition to post-nominal letters will not be included in staff e-mail signatures. Ph.D., M.D., or Esq. 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. 

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 fairly simple and uniform look. Included below is the designated press release format used by the NALEO Educational Fund. Press releases are to be generated only by the Director of Media Relations and the National Director of Communications. All mentions of NALEO and NALEO Educational Fund by outside parties and partners in press releases must be reviewed and approved by Communications Staff.

General

A generic template has been created for each organization for your convenience, and can be used for all other document purposes not outlined specifically in this manual. 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 placed in the generic templates should be left-aligned, creating a ragged right edge along
the body of text.

NALEO & NALEO EDUCATIONAL FUND

Social Media

SOCIAL MEDIA OVERVIEW

Social media is an important 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.

ON SOCIAL MEDIA

@NALEO

Twitter connects users to ideas, topics, and people in 140-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 such as 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.

#Make2020Count
#HazteCiudadano
#NALEOBootcamp
#NALEOcir

#NALEOEd
#NALEOFamilies
#NALEOHealth
#NALEOReady

#NALEOEnergy
#VRANow
#VeYVota

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.

On the web

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. 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.

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. The colors must be consistent regardless of medium, substrate or process. To ensure uniformity, all reproductions must be taken from approved logo artwork and the colors used must be accurately matched.

This manual also contains printed and digital standards on how to use the NALEO and NALEO Educational Fund brand correctly.

Please note that from time to time members of the Communications Department may deviate from the standards set forth in this manual for stylistic reasons. All other staff members of the organization are to follow the brand manual policies and procedures unless given explicit permission by the Communications Department.