BRAND STANDARDS - thesnowpros.org Standards/BrandStandards.pdfLogo Printing Chart ... RGB and...

Professional Ski Instructors of AmericaAmerican Association of Snowboard Instructors

BRAND STANDARDS

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

BRAND OVERVIEW . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5Brand Promise . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6Brand Personality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7Association Names in Text . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

HOW AND WHEN TO USE THE PSIA-AASI LOGOS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9The PSIA-AASI Grouped Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10The PSIA Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 The AASI Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 PSIA-AASI Alternate Logo Mark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16PSIA-AASI Horizontal Logo Mark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17Logo Printing Chart . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18Co-Branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19Member Benefit Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

DESIGN ELEMENTS & EXAMPLE DESIGNSColor Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21Brand Fonts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22Design Graphics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25Example Designs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26Registration Marks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

TABLE OF CONTENTS

DIVISION BRANDINGDivision Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

Example Designs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

Glossary of Terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37

Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38

TABLE OF CONTENTS

The Professional Ski Instructors of America and the American Association of Snowboard Instructors is a close-knit community of more than 31,400 snowsports professionals who give people the gift of freedom, health, and the ability to enjoy a sport that will reward them for the rest of their life .

By teaching someone how to ski or snowboard, PSIA-AASI members share the sensation of flying with them and the joy of sliding on snow . PSIA-AASI opens up this world of action, adventure, and opportunity to its members, supporting the positive impact they have on others, and enabling them to reach their personal and professional goals .

PSIA-AASI represents a tradition of excellence and appropriate use of the PSIA-AASI brand is an important part of maintaining that image . These guidelines reinforce the proper representation of the brand across all communications . Adherence to these standards and consistent execution of branded communications will strengthen the image of the association across members, industries and consumers .

INTRODUCTION

4

BRAND OVERVIEW

The Professional Ski Instructors of America and the American Association of Snowboard Instructors (PSIA-AASI) is a nonprofit education and certification association dedicated to promoting the sports of skiing and snowboarding through professional instruction .

PSIA-AASI sets the industry standard for snowsports instruction, establishes certification standards for snowsports instructors and develops education materials to be used as the core components of instructor training . With more than 31,400 members, PSIA-AASI is the largest organization in the United States dedicated to skiing and snowboarding instruction .

Members certified by PSIA-AASI make skiing and snowboarding more enjoyable by providing professional instruction to the public . Whether for first-timers or life-long enthusiasts, professional instruction simply makes the mountain experience safer and more fun .

THE PSIA-AASI BRAND SIGNIFIES PROFESSIONALISM AND CREDIBILITY.

For members, the brand serves as a sign to the public, snowsports schools and ski area management that the individual is a professional instructor, certified to teach skiing and snowboarding .

To PSIA-AASI’s official industry suppliers and sponsors, the brand’s endorsement signifies the product or service aligns with the PSIA-AASI mission and strict quality standards .

PSIA-AASI wants to be the first place people come for innovative information about ski and snowboard instruction .It is equally important to be known for increasing fun and enjoyment on the slopes .

5

BRAND PROMISE

IT MAY SOUND SIMPLE, BUT PSIA-AASI’S BRAND PROMISE IS THIS:PSIA-AASI gets people excited about skiing and snowboarding through professional instruction .

6

BRAND PERSONALITY

PSIA-AASI members are passionate about snowsports . We live for it . We dream about it . And, sharing our love for the sport is why we dedicate a part of our lives to teaching it to others .

We are passionate, lifelong learners of snowsports . Because we believe that to be an exceptional teacher you must alsobe an exceptional student . All PSIA-AASI instructors, from the newest to the most seasoned, are always learning . That philosophy of life-long learning is why PSIA-AASI certification standards and teaching techniques continue to evolve, improve and help students of every type maximize their enjoyment of the sports we love so much .

WORDS TO DESCRIBE THE PSIA-AASI BRAND:

Passionate Knowledgeable Professional Trusted Friendly Approachable Fun Relevant

Legitimate Industry-leading Inclusive Sincere Open-minded Responsive Progressive

7

ASSOCIATION NAMES IN TEXT

On first reference to the public, refer to PSIA-AASI as the Professional Ski Instructors of America and the American Association of Snowboard Instructors (PSIA-AASI) . For example: contexts when official terminology is warranted(for example letterhead, press releases) .

PSIA-AASI: The acronym can be used when referring to both the Professional Ski Instructors of America and the American Association of Snowboard Instructors . In all references except legal contexts, use PSIA-AASI when referring to the association . PLEASE BE SURE TO AVOID THESE COMMON MISTAKES: ASEA Psia-Aasi PSIA/AASI PSIA & AASI PSIA AASI PSIA .AASI

PSIA-AASI Teams: Preferred term over “demonstration teams” or “D-teams”, which is a reference that should not be used .National teams may also be used to avoid redundancy, but do not capitalize . Example: PSIA-AASI’s national teams will represent members and the association’s teaching methodology at Interski .

Include “PSIA-AASI”, “PSIA” or “AASI” when referring to a specific team . Example: PSIA-AASI national teams, PSIA Alpine Team, AASI Snowboard Team .

Lower case informal references not proceeded by “PSIA-AASI .” Examples: Katie Ertl was a member of the alpine team . Lane Clegg is coach of the snowboard team .The teams will gather at Copper Mountain for the annual Fall Workshop .

8

HOW AND WHEN TO USE PSIA-AASI LOGOS

The following pages explain in detail how to use PSIA-AASI logos together and separately—with specs, color palettes and instructions for implementation .

The preferred logo treatment is to use the PSIA and AASI logos “grouped” . However, when the need arises, it is acceptable to use the logos independently, for example, when only one discipline is being represented .

9

When using the logos together please use the existing grouped logo files . This will allow for the two logos to always be consistently placed .

Refer to the following pages for color specs . Each logo has 4-color, RGB and Pantone® options .

Please do not change the proportion of the group .

The logo group can be produced in one color . Black, white (reverse) and Pantone® Reflex Blue .

THE PSIA-AASI GROUPED LOGO preferred logo

10

INCH38

One color – black One color – PSIA blue

Two color – PSIA blue & red 4-color-process

ACCEPTED COLOR VERSIONSThe PSIA logo can be reproduced in one color – either solid black orPSIA Blue; or in two colors — PSIA Blue and PSIA Red or 4-color process.

MINIMUM SIZETo maintain the integrity of the logo’s appearance, do not reproduce the logosmaller than the 3/8-inch width indicated below. It is acceptable to increasethe size of the ® for readability; however, its position should not change.

OFFICIAL COLORS OF THE PSIA LOGOThe colors shown below can be found in any Pantone Matching System (PMS)swatch book. Pantone Matching System is a registered trademark PANTONE®, Inc.

PSIA Blue: PMS 286Process:C: 100M: 66Y: 0K: 22

PSIA Red: PMS 186Process:C: 0M: 100Y: 81K: 2

RGB:R: 227G: 24B: 55

CLEAR SPACETo ensure no graphic element or typography crowds the logo and reduces legibility,always allow for the proper amount of clear space around the logo.

PANTONE®

286PANTONE®

186

X

X1 3

X1 3

X1 3

RGB:R: 0G: 93B: 170

THE PSIA LOGO

11

THE PSIA LOGO continued

One color on black, reverse ®. 4-color on black, reverse ®.

Logo on 50% of blackor greater, reverse ®.

On backgrounds less than 50%value of black, the ® prints positive.

PRINTING ON A DARK BACKGROUNDThe PSIA logo has a white background field on which the logo prints in its positive version. Shown below are the only accepted uses of the PSIA logo on a dark background. On backgrounds of 50% or greater value of black, the ® should reverse to white. On backgrounds less than 50% value of black, the ® prints positive.

The PSIA logo is a registeredtrademark, thus it should never

appear without the ®.

Do not reproduce the background field in anycolor other than white.

Do not place the PSIA logo overother graphics or bachgrounds

that hinder legibility.

The PSIA logo is a complete unit.Do not use partial elementsof the logo by themselves.

INCORRECT LOGO USAGEShown below are examples of the most common mistakes made whenreproducing the PSIA logo.

12

THE AASI LOGO

One color – black Two color – AASI black & blue

Two color – AASI black & beige 4-color-process

ACCEPTED COLOR VERSIONSThe AASI logo can be reproduced in one color – solid black; or in twocolors — AASI blue and black or AASI beige and black; or 4-color process.

OFFICIAL COLORS OF THE AASI LOGOThe colors shown below can be found in any Pantone Matching System (PMS)swatch book. Pantone Matching System is a registered trademark PANTONE®, Inc.

AASI Blue: PMS 659Process:C: 66M: 30Y: 0K: 0

AASI Beige: PMS 451Process:C: 28M: 21Y: 43K: 0

RGB:R: 188G: 185B: 153PANTONE®

659PANTONE®

451

RGB:R: 83G: 151B: 210

AASI Black: PMS BlackProcess:C: 0M: 0Y: 0K: 100

PANTONE®

Black

RGB:R: 35G: 31B: 32

13

THE AASI LOGO continued

CLEARSPACETo ensure that no graphic element or typography crowds the logo and reduceslegibility, always allow for the proper amount of clear space around the logoin either of its arrangements, as indicated below.

X X12

X12

X12

X12

X12

X12

X12

X12

X

.4 INCH 78

INCH

PRIMARY LOGOShown below are the only acceptable arrangements of the graphic and typographicelements of the AASI logo. Choose an arrangement that best represents the logoin its environment and context.

ALTERNATE LOGOShown below is the alternate AASI logo. This logo is used when the type on theprimary logo gets too small to reproduce for video, TV or embroidery.

MINIMUM SIZETo maintain the integrity of thelogo’s appearance, do not reproducethe logo smaller than the widthsindicated.

14

THE AASI LOGO continued

Logo on 50% of black or greater,reverse the logotype and ®.

On backgrounds less than 50%value of black, the logotype

and ® print positive.

One color on black, reverse thelogotype and ®.

4-color on black, reverse thelogotype and ®.

PRINTING ON A DARK BACKGROUNDThe AASI logo has a white background field on which the logo prints in its positive version. Shown below are the only accepted uses of the AASI logo on a dark background. On backgrounds of 50% or greater value of black, the logotype and® should reverse to white. On backgrounds less than 50% value of black, the logotype and ® print positive.

The AASI logo is a registeredtrademark, thus it should never

appear without the ®.

Do not reproduce the background field in anycolor other than white.

Do not place the AASI logo overother graphics or bachgrounds

that hinder legibility.

The AASI logo is a complete unit.Do not use partial elementsof the logo by themselves.

INCORRECT LOGO USAGEShown below are examples of the most common mistakes made whenreproducing the AASI logo.

15

THE PSIA-AASI ALTERNATE LOGO MARK

MINIMUM SIZE ON PRINTED MATERIALSTo maintain the integrity of the logo’s appearance, do not reproduce the logosmaller than the 3/8-inch width of the PSIA logo and .4 inch of the AASI logo.

The PSIA-AASI alternate logo mark is the preffered icon for all social media use.The combined large PSIA and AASI letters along with the grouped logos werecreated to read better on all social media sites. The size of this mark isdetermined by the social media site it appears on.

OFFICIAL COLORS OF THE PSIA-AASI ALTERNATE LOGO MARKThis mark should only be produced in 4-color process for printed materials andRGB colors for the web. For a color break down for the PSIA logo (see page 11).For AASI (see page 13).

PSIA-AASI LETTERS:Process:C: 9M: 4Y: 3K: 3

CLEAR SPACETo ensure no graphic element or typography crowds the logo and reduces legibility,always allow for the proper amount of clear space around the logo. Social mediais the only exception to this rule.

PSIA logowidth

RGB:R: 220G: 226B: 231

PSIA logowidth

PSIA logowidth

PSIA logowidth

INCH38

.4 INCH

16

MINIMUM SIZE ON PRINTED MATERIALSTo maintain the integrity of the logo’s appearance, do not reproduce the logosmaller than the 3/8-inch width of the PSIA logo and .4 inch of the AASI logo.

The PSIA-AASI horizontal logo mark is the preffered icon to use where a stronghorizontal logo is needed. This logo was created for the top of a web page,powerpoint slides and eNewsletter headers.

OFFICIAL COLORS OF THE PSIA-AASI HORIZONTAL LOGO MARKThis mark should only be produced in 4-color process for printed materials andRGB colors for the web. For a color break down for the PSIA logo (see page 11).For AASI (see page 13).

CLEAR SPACETo ensure no graphic element or typography crowds the logo and reduces legibility,always allow for the proper amount of clear space around the logo. Social mediais the only exception to this rule.

PSIA logowidth

PSIA logowidth

PSIA logowidth

PSIA logowidth

INCH38

.4 INCH

THE PSIA-AASI HORIZONTAL LOGO MARK

PSIA-AASI LETTERSProcess:C: 95M: 47Y: 38K: 34


548

17

• Preferred version

• Alternative version Four-color (CMYK) Pantone® RGB One-color (Black)

Printing: Four-color process •Printing: One-color (black) •Electronic media •Word processing • •Billboards & banners • •Silkscreen • • •Embroidery • •

LOGO PRINTING CHART

It’s important to choose the right logo version for each specific medium . The chart below will help you determine the proper logo file to use .

18

Preferred logo lockup on a light background . PSIA-AASI would be the primary brand in this example .

Patagonia would be the primary brand in this example .Preferred logo lockup on a dark background .

CO-BRANDING

We’re fortunate to call some of the world’s premier brands PSIA-AASI partners . One way we support each other is through co-branded marketing materials . Please follow these guidelines when using PSIA-AASI logos in combination with partner logos .

HOW TO CREATE THE LOGO LOCKUP WITH RULE LINEUse a 0 .5pt rule in between each logo to lockup this partnership .If the logos are on white or a light background, use a 0 .5pt black rule .On backgrounds of 50% or greater value of black, the rule shouldreverse to white and the logos to their reverse versions .

MARKETING EXAMPLESWhich ever brand is the primary focus of the marketing communication their logo or logos should always be on the right .

19

MEMBER BENEFIT LOGO

CLEAR AREAThe Member Benefit logo was created to call attention to specific member benefits . The mark was designed to be featured on the upper left or right corner of a page .

EXAMPLE USAGEBelow is a Member Benefit logo placed on a left hand read ad .

Upper left hand corner logo Upper right hand corner logo

N A T I O N A L A C A D E M Y C L A S S O F 2 0 1 4

COLE DISSINgEr

Most likely to get rad

DErEk ALThOF

Best year-round goggle tan

ShArrON

STOTz EASTMAN

Most likely to get lost

in a snowstorm

ANN gALvIN

Most likely to photo bomb

ANDY DOCkEN

Most likely to carpool to

National Academy

kEvIN AShLEY

Most likely to have you

sign his skis

JAkE BOLIN

Most likely to lick your face

kELLY COFFEY

Least likely to wear the

same skis every day

BArBArA

DrOuIN DuTILE

Most likely to pay attention

Register at TheSnowPros.org

NatioNal academyWrap up the season while enjoying Snowbird’s famous spring

conditions. Get personalized coaching from team members, try

next season’s new gear, attend on- and off-snow clinics, enjoy

a great social scene. And don’t forget to pack your plaid!

Snowbird, Utah, april 13 – 17, 2014

20

Black 6C Cool Grey 11 PMS 451

PMS 548 PMS 286 PMS 659PMS 317

PMS 186 PMS 716

PMS 582 PMS 586

PMS 115

Black 6C PMS 548 PMS 451

PMS 286 PMS 659 PMS 317

PMS 716

PMS 582

PMS 186 PMS 586

PMS 115

CORE COLORS

SECONDARY COLORS

FULL PALETTE

COLOR PALETTE

21

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 *&^%$#@!








Neusa Trade Gothic (italics in all weights are acceptable)

Light Light

Medium Medium

Bold Bold

Black Condensed Bold

BRAND FONTS

Headline Fonts

22

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Dioratio ritati andis dolum sit re est reptatem faciisc imporestrum volor reped qui

ut volorestiur, quiaerecta sedit quam qui cusa venetIquatur soluptae us experru

mquatendi que del inverum, si inti odia pa vendis nonseniate erovit, nobitatem

fugia acerum alique preperi dit, tecto blabore sectatur as renis unt. Ta consere

doluptur! Officie ndantio blabo. Borempores ad utatur?

Dioratio ritati andis dolum sit re est reptatem faciisc imporestrum

volor reped qui ut volorestiur, quiaerecta sedit quam qui cusa

venetIquatur soluptae us experru mquatendi que del inverum,

si inti odia pa vendis nonseniate erovit, nobitatem fugia acerum

alique preperi dit, tecto blabore sectatur as renis unt. Ta consere

Dioratio ritati andis dolum sit re est reptatem faciisc imporestrum

volor reped qui ut volorestiur, quiaerecta sedit quam qui cusa venet-

Iquatur soluptae us experru mquatendi que del inverum, si inti odia

pa vendis nonseniate erovit, nobitatem fugia acerum alique preperi

dit, tecto blabore sectatur as renis unt . Ta consere doluptur! Officie

Adobe Garamond Pro

Helvetica Neue Condensed

Trade Gothic Medium

Trade Gothic Light

BRAND FONTS continued

Body Copy Fonts

23



AZ Cut Script

Calibri

BRAND FONTS continued

Secondary Emphasis Font

Microsoft Word Font

24

HASH MARK BARTo add another layer and depth this hash mark bar is a good anchor at the bottom of your design . The bar can also be a little taller to hold a line of copy similar to the letterhead example on page 26 .

COLOR FOR PSIA-AASI TYPE

DESIGN GRAPHICS

PMS 548Process:C: 95M: 47Y: 38K: 34


548

25

T H E S N O W P R O S . O R G 1 3 3 S . V A N G O R D O N S T . , S U I T E 2 0 0 , L A K E W O O D , C O 8 0 2 2 8 3 0 3 . 9 8 7. 9 3 9 0


TH

ES

NO

WP

RO

S.O

RG

S U S A N U R B A N C Z Y KDirector of Membership Marketing and Communications

133 S. Van Gordon St., Suite 200Lakewood, CO 80228

P. 720.963.4824F. 303.987.9489

E. [email protected]

PSIA-AASI

T H E S N O W P R O S . O R G1 3 3 S . V A N G O R D O N S T . , S U I T E 2 0 0 , L A K E W O O D , C O 8 0 2 2 8

EXAMPLE DESIGNS

Letterhead Business Cards

#10 Envelope

26


EXAMPLE DESIGNS continued

Social Media

E Newsletter Header

Social Media

27

REGISTRATION MARKS

25

The Professional Ski Instructors of America and the American Association of Snowboard Instructors (PSIA-AASI) owns, protects, uses

and allows others to use certain trademarks, service marks and collective membership marks (collectively “Marks”) . Through the

extensive use and promotion of the Marks, consumers have come to associate the Marks with a strong organization, superior services

and quality goods . This consumer goodwill is extremely valuable .

We are providing these Guidelines to you because you are authorized, under a written agreement, to use some or all of the Marks for

a particular reason and for a period of time . These Guidelines do not change that agreement, but are designed to ensure that you

present the Marks uniformly and consistently, preserving and growing the value of Marks .

Please follow these Guidelines each time you use the Marks . If you are ever uncertain about the proper way to use a Mark, please

contact us at [email protected] before you use that Mark .

We may change these Guidelines periodically and will try to notify you when we do .

What are the Marks?The Marks include Design marks (often called logos), Initial Marks and Word Marks:

DESIGN MARKS

INITIAL MARKS PSIA® AASI® ATML®

WORD MARKS PROFESSIONAL SKI INSTRUCTORS OF AMERICA®

AMERICAN ASSOCIATION OF SNOWBOARD INSTRUCTORS®

THE PRO RIDER®

TheSnowPros.org® 32 DEGREES THE JOURNAL OF PROFESSIONAL SNOWSPORTS INSTRUCTION®

AMERICAN TEACHING SYSTEM®

GO WITH A PRO® THE PROFESSIONAL SKIER®

28

REGISTRATION MARKS continued

25

How Do I Use the Marks?

1. With the Registered Trademark Symbol ®. Showing the symbol consistently with a Mark helps protect that Mark .

You should use the symbol: On Initial or Word Marks that are standing alone: positioned in superscript or subscript near the last letter of the Mark . On Design Marks: positioned as shown in the Graphic Standards . On Initial or Word Marks that are used in text: positioned in superscript or subscript near the last letter of the Mark when

the Mark is first used in text or in each section of text that may be separated and distributed independently .

2. Set Apart from Other Words. Marks should always appear special to consumers: Always set Initial and Word Marks apart from neighboring words by showing the Mark in ALL CAPS, BOLD or Italics and

using the symbol properly . Never crowd the Design Mark with other words or designs and never add words close to the Design Mark .

3. As Adjectives Together with Nouns. When Initial or Word marks appear in text, use them like adjectives describing a noun . For example:

ATML® system TheSnowPros.org® website

29


25

4. Differently from the Trade Names. When you are referring to an organization (e .g . Professional Ski Instructors of America and

American Association of Snowboard Instructors (PSIA-AASI), you are using a trade name not a Mark . When you are referring to the

services or goods of those organizations, you are using a Mark . Use a registered trademark ®symbol on a Mark and never on a

trade name . For example, in a press release where PSIA-AASI is announcing something, we are referring to the organization not

the goods or services of that organization, so no symbol is needed:

PSIA-AASI announced today that it will...

In contrast, when referring to a service of the organization, use the symbol:

When you use the PSIA-AASI® teaching method...

5. With Attribution, When Possible. When using the Marks, use the following footnote where possible:

[Name of mark used] is a registered trademark of the Professional Ski Instructors of America and the American Association of Snowboard Instructors (PSIA-AASI).

6. In the Right Form. When the Marks are presented consistently, consumers recognize them immediately. Use only the form of Design Mark that we provide to you, always in the dimensions and colors shown in the PSIA-AASI Brand Standards, and surrounded by abundant free space.

30


25

7. And NEVER: Add the name of your division, organization, company, product, services or domain name without

PSIA-AASI’s prior written permission

As a noun (“use ATML”)

As a verb (“let’s GO WITH A PRO”)

In possessive form (“TheSnowPros .org’s webpages”)

Abbreviated or altered in spelling

Incorporated into other trademarks

In low resolution or with jagged edges

Distorted, stretched or manipulated

On a visually competitive background or photograph

At an angle

Re-colored

In an unapproved typeface

Repeated as pattern

On any false, misleading, defamatory, disparaging, scandalous, pornographic or objectionable materials

Infringement of the MarksInfringement occurs when someone, without PSIA-AASI permission or license, uses a Mark or a trademark that could be confused

with one of the Marks in a way that is likely to confuse consumers . That can severely damage the Marks and their goodwill . We rely on

you, the authorized Mark user, to help us watch for potential infringements . If you become aware of a potential Mark infringement:

Do not confront the potential infringer Write down the date and the name and location of the place you saw the potential infringement Make a copy or photo of the potential infringing use (e .g ., an advertisement) Forward this information to PSIA-AASI right away

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DIVISION BRANDING

The following guidelines reflect the proper representation of the association brand when used in Division-specific

communications . Adherence to these standards and consistent execution of branded communications will strengthen

the image of the association and PSIA-AASI divisions, across members, industries and consumers .

Please contact Susan Urbanczyk at [email protected] to obtain access to design graphics and specific

division logo assets .

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DIVISION LOGOS

NORTHERN ROCKYMOUNTAIN DIVISION


NORTHERNROCKY MOUNTAIN

DIVISION



DIVISION





DIVISION



DIVISION


Example horizontal version of a division logo . 4-color process is recommended for this logo . Logo files have been created for each division .

Example vertical version of a division logo . 4-color process is recommended for this logo .

The division logo can be produced in one color . Black, white (reverse) and Pantone® Reflex Blue .

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DIVISION LOGOS continued NORTHERN ROCKYMOUNTAIN DIVISION



DIVISION



DIVISION





DIVISION



DIVISION

NORTHERN ROCKYMOUNTAIN DIVISIONNORTHERN ROCKY

MOUNTAIN DIVISION



DIVISION



DIVISION





DIVISION



DIVISION


Example horizontal PSIA and AASI division logos .

Individual PSIA and AASI division logos have been created when only one association needs to be represented .

Example vertical PSIA and AASI division logos .

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P S I A - N R M . O R G P. O . B O X 11 3 9 2 , B O Z E M A N , M T 5 9 7 1 9 4 0 6 . 5 8 1 . 6 1 3 9

NORTHERN ROCKY MOUNTAIN DIVISIONProfessional Ski Instructors of AmericaAmerican Association of Snowboard Instructors

PS

IA-N

RM

.OR

G

S H A N N O N GR IF F INPresident

P.O. BOX 11392Bozeman, MT 59719

P. 406.581.6139F. XXX.XXX.XXXX

E. [email protected]

PSIA-AASINORTHERN ROCKY MOUNTAIN DIVISION

P S I A - N R M . O R GP. O . B O X 11 3 9 2 , B O Z E M A N , M T 5 9 7 1 9N O R T H E R N R O C K Y M O U N T A I N D I V I S I O N

EXAMPLE DESIGNS

Letterhead Business Cards

#10 Envelope

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NORTHERN ROCKY MOUNTAIN DIVISIONProfessional Ski Instructors of AmericaAmerican Association of Snowboard Instructors

PRESENTATION TITLE | 12.30.2013

NORTHERN ROCK Y MOUNTAIN DIVISION

EXAMPLE DESIGNS continued

Social Media

E Newsletter Header

Powerpoint Template

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CLEAR AREAThe sacred space around the logo that is kept empty to isolate the logo and make it more apparent across all communications .

CMYKAn acronym designating the 4 colors (Cyan, Magenta, Yellow & Black) used in commercial printing that in combination can print all colors .

COLOR PALETTEThe set of approved colors to be used throughout communications . This consists of the dominant palette that should remain dominant in any given communication and accent colors which should only serve in conjunction with the primary palette .

FONTThe style of type used .

MINIMUM LOGO SIZEThe minimum size the logo can appear before the logo elements will become compromised and/or distorted when printed or reproduced .

PANTONE COLORSA set of standard colors for printing, each of which is specified by a single number . Even though a computer can only show an approximation, the software can output a color separation for each Pantone color, enabling printers to exactly reproduce the desired color .

POSITIVE (LOGO)The positive version of the logo is used when the logo appears on a white background .

REVERSE (LOGO)The reverse version of the logo is used when the logo appears on a black background .

RGBAn acronym designating the 3 colors (Red, Green, & Blue) composing the color system used by computers to capture and display images .

TYPOGRAPHYThe method of displaying text . This includes font styles, sizes and colors .

SCALEThe dimensional relationship between the text and the graphic elements .

GLOSSARY OF TERMS

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PSIA-AASI can provide you with access to images, ad templates, logos, style guide, and anything else you need to tell

the association and membership story .

In addition, you can also customize and order your print materials online .

Please contact Susan Urbanczyk at [email protected] to learn more .

RESOURCES

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BRAND STANDARDS - thesnowpros.org Standards/BrandStandards.pdfLogo Printing Chart ... RGB and...

Documents

Transcript of BRAND STANDARDS - thesnowpros.org Standards/BrandStandards.pdfLogo Printing Chart ... RGB and...