Minnesota, powered by prosperity...2018/10/25 · talk the same talk, walk the same walk and live...
Transcript of Minnesota, powered by prosperity...2018/10/25 · talk the same talk, walk the same walk and live...
CareerForce It's your state of success
Minnesota, powered by prosperity
The CareerForce Brand Playbook
TABLE OF CONTENTS
S E C T I O N
Pre-Brand Situation A
System Definition B
Brand Strategy
Living the Brand D
Messaging Matrix E
Brand Architecture F
Identity Standards G
Image System Standards H
C
P R E - B R A N D S I T U AT I O N
The best kept secret
A-01
P R E - B R A N D S I T U A T I O N
Awareness of the workforce system is understandably high with people who’ve navigated it, but extraordinarily low with most Minnesotans.
Many career seekers and employers are confused about the workforce system.
“What’s a WorkForce Center?”
“It’s for people on welfare or unemployment insurance, right?”
“What is DEED?”
“Which website should I use?”
“Where is the front door?”
Through a compelling brand direction, identity, story and plan, we will let the world know that CareerForce is a respected resource for career development and talent recruitment.
It should be on everyone’s minds when it comes to career planning, jobs and a skilled workforce.
A-02
P R E - B R A N D S I T U AT I O N
A-03
Perception, meet reality
Reasons for the lack of awareness include an inconsistent brand, a confusing customer experience and a poor understanding of services. This leaves an inaccurate perception of the workforce system.
In addition, access to career opportunities is hampered by a cumbersome job portal. There are too many clicks, too many questions, too much in the way of getting to the actual opportunity.
The current perception of the workforce system does not reflect the true warmth, compassion and results delivered on a daily basis.
Many who are aware of the Minnesota workforce system do not believe it’s a resource for middle/upper management or the “cream of the crop.” A limiting perception prevails that the system is better suited for people who have no other options.
P R E - B R A N D S I T U A T I O N
BRAND TODAY------------+- BRAND TOMORROW
I have to VS. I want to
Drab & dreary VS. Cool & inspiring
Unaware community VS. Engaged community
Reactive VS. Proactive
Decentralized inconsistency VS. Centralized flexibility
Confusing customer experiences VS. Clear customer experience path
Cumbersome processes & systems VS. Streamlined processes & systems
Perception paradigm shift
The time is right for a paradigm shift—make CareerForce a resource people WANT TO access vs. one they HAVE TO.
The following diagram recognizes several areas of opportunity to ensure:
– Satisfying and uplifting customer experiences—online and in centers – Clear and compelling understanding of CareerForce’s purpose and potential – Broader, more accurate perceptions of the talent pipeline/opportunities – Increased awareness, interest and usage
A-04
CareerForceM N .com
Governor's Workforce Development Board
Unemployment Insurance
DEED
Employment and Training
CareerForce Proud Partners
Minnesota State
Federal Government
State of Minnesota
Minnesota Workforce Council Association
6 Regional Development Workforce Areas (RDWA)
16 Workforce Development Boards
State Services for the Blind
Training and Education
S Y S T E M D E F I N I T I O N
CareerForce definition
CareerForce is the Minnesota workforce system brand supporting career development opportunities and talent recruitment needs. It’s comprised of Workforce Development Boards, CareerForce locations and system partners.
M I N N E S O TA W O R K F O R C E S Y S T E M AT A G L A N C E
B-01
Workforce Partners
Community Partners
Department of Education
Private Sector Partners
Department of Human Services
Labor
Department of Labor & Industry
Minnesota Job Skills Partnership Board
- Entities under the CareerForce brand umbrella
“If you can’t explain it to a six-year-old, you don’t understand it yourself.” ―Albert Einstein
B-02
S Y S T E M D E F I N I T I O N
Government Sector
·-------.
# ~
# -
Nonprofits ---0 ~
• f Lab r
•
I
~ -- ~ --~ Private Sector
I Education & Training I I •
S Y S T E M D E F I N I T I O N
A powerful role Roles and responsibilities include:
– Leading a hub and spoke system – Providing system oversight and education – Defining system and statewide success
– Developing overarching goals, strategies and metrics – Activating collaboration around needs vs. programs
B-03
Committed to economic prosperity
B-04
S Y S T E M D E F I N I T I O N
B R A N D S T R AT E G Y
Brand definition The word brand stands as a surrogate for the word reputation. A brand acts like a person, and when you know a person’s reputation you can predict his or her behavior. Great brand strategies are timeless and completely ownable. They:
– Resonate with audiences over time – Facilitate decision making – Define your reason for being
– Inspire people to stretch resources and capabilities – Unite people toward the pursuit of ONE common goal – Reflect idealistic motivations for doing the organization’s work
C-01 Brand blueprint definition The brand blueprint captures the entire strategic direction in one aspirational, easy-to-understand document.
It helps:
– Inform strategic, marketing and communications decisions – Inspire and unite everyone in the system toward one common purpose – Maintain brand integrity and consistency
The following pages review the CareerForce brand blueprint section by section.
VISION Your aspirational goal on the horizon
MISSION How you achieve that goal-why you exist
FUNCTIONAL BENEFITS Tangible outcomes
EMOTIONAL BENEFITS Personal connection
BRAND CHARACTER Attitude, style and voice
CORE VALUES Beliefs that drive actions
BRAND PROMISE FILTER
Guide to delivering a consistent customer experience
BRAND POSITION What makes you different in the eyes of your customers?
C-02
B R A N D S T R A T E G Y
B R A N D S T R AT E G Y
C-03
As a unified brand, we aspire higher Our vision is something we always strive toward. It’s a rallying cry for our core purpose. It is a unifying statement to inspire us all from the inside out.
V I S I O N Become known as the trusted talent resource drivingeconomic prosperity for everyone living in Minnesota
We have a purposeful existence C-04 The mission is how we achieve our aspirational goal on the horizon. We will become known as the respected talent resource driving economic prosperity when we deliver on this mission.
M I S S I O N Facilitate thriving career solutions for individuals,
employers, communities and Minnesota.
B R A N D S T R A T E G Y
B R A N D S T R AT E G Y
The potential is powerful
F U N C T I O N A L B E N E F I T S Financial stability for individuals
Respected talent poolBetter collaboration for greater innovation
Community progressEconomic growth for Minnesota
C-05 The emotional connection has great promise
E M O T I O N A L B E N E F I T S Personal, professional and state pride
“I’m proud of the career I’ve achieved.” “I’m proud of my team.”
“I’m proud of the work we do together.” “I’m proud of what we’ve accomplished for Minnesota.”
Our reputation precedes us These brand character attributes will help ensure the right attitude, style and voice in everything we do, every conversation we have, and every item we send.
Contemporary, Diverse, Entrepreneurial,Relevant, Aspirational
B R A N D C H A R A C T E R
C O N T E M P O R A R Y We are dynamic and bold.
D I V E R S E We offer something for everyone.
E N T R E P R E N E U R I A L We are fearless in the pursuit of new ideas.
R E L E V A N T We maintain a progressive focus on customer needs.
A S P I R AT I O N A L There is always room to inspire new possibilities.
C-06
B R A N D S T R A T E G Y
B R A N D S T R AT E G Y
Our values deliver results To be effective, we must walk the brand talk in everyday actions with our customers, our partners and each other. These five core values will be our guide:
C O R E V A L U E S Collaboration, Equity, Passion,
Empowerment, Innovation
C O L L A B O R AT I O N The work we do together matters to each other and to the people we serve.
The greater the collaboration, the better the outcome. C-07 E Q U I T Y
We meet people where they are in life. We strive to deliver what’s needed for ongoing success. We make everyone feel included, valued and respected.
PA S S I O N People find happiness through work.
They find what they’re passionate about. We’re passionate about making that happen.
E M P O W E R M E N T We empower individuals, organizations and communities.
We help make life better for people every day. We respect individual needs.
I N N O V AT I O N Innovative thinking leads to new ideas. New ideas lead to powerful solutions.
Powerful solutions lead to prosperous opportunities.
Our filter keeps us on task Simply put, the brand promise filter is one question we should aways remember to ask before agreeing to move forward with any initiative.
Did our idea, solution, approach,connection, program or service lead
to a prosperous outcome?
B R A N D P R O M I S E F I LT E R
C-08
B R A N D S T R A T E G Y
B R A N D S T R AT E G Y
So, why CareerForce? Our ultimate goal is to be well-known as a unique entity delivering unparalleled benefits in Minnesota.
B R A N D P O S I T I O N The only unified system driving prosperous outcomes
for career seekers, employers, system partners and Minnesota
C-09
VISION Become known as the respected talent resource driving
economic prosperity for everyone living in Minnesota
MISSION Facilitate thriving career solutions for individuals,
businesses, communities and Minnesota
FUNCTIONAL BENEFITS Financial stability for individuals
Respected talent pool Better collaboration for greater innovation
Community progress Economic growth for Minnesota
EMOTIONAL BENEFITS Personal, professional and state pride
BRAND CHARACTER Contemporary, Diverse, Entrepreneurial,
Relevant, Aspirational
CORE VALUES Collaboration, Equity, Passion,
Empowerment, Innovation
BRAND PROMISE FILTER Did our idea, solution, approach,
connection, program or service lead to a prosperous outcome?
BRAND POSITION The only unified system driving prosperous outcomes
for career seekers, employers, system partners and Minnesota
The brand blueprint With the goal of driving economic prosperity, CareerForce is positioned to soar higher, dream bigger and achieve more for career seekers, employers and Minnesota.
C-10
B R A N D S T R A T E G Y
B R A N D S T R AT E G Y
C-11
Manifesto
The road to prosperity may feel long and winding. It may challenge us in unexpected ways. It may be downright exhilarating.
One thing we can be sure of is that we’re on the right track. We’re moving forward with great purpose. A purpose we share, together.
We want as many people as possible to know that CareerForce is Minnesota’s career development and talent matching resource, driven by prosperity.
We want to remove stigmas that exist today and show this innovative system as one wide open to anyone, at any level, from any walk of life.
We want people to be genuinely proud of CareerForce and be inspired to use it. We want them to see us as a trusted resource people WANT TO access vs. one they HAVE TO.
We need to operate as ONE brand united by the pursuit of ONE aspirational goal.
We must understand that a brand is more than a logo. It’s our purpose. It’s our promise. It’s our reputation.
It’s time to let the world know CareerForce is the only unified system driving prosperous outcomes for career seekers, employers, system partners and Minnesota.
C-12
B R A N D S T R A T E G Y
L I V I N G T H E B R A N D
Living the CareerForce values The work we do, together, matters. It matters to career seekers and employers. To communities. To the state we love so well. As one unified system, we need to D-01 talk the same talk, walk the same walk and live the brand values with collaborative passion. The following is your brand guide to living the CareerForce values on a daily basis.
COLLABORATION Daily action steps: 1. Take a “no wrong door” approach 2. Value everyone’s contribution 3. Become intimate with partners’ work
Success question: Are people asking to partner with you?
EQUITY Daily action steps: 1. Meet people where they are 2. Be impeccable with your words 3. Treat everyone with respect
Success question: How would I react if I were in their shoes?
PASSION Daily action steps: 1. Bring a high level of genuine enthusiasm to work 2. Commit to public and private expressions of appreciation 3. Encourage colleagues to find their own passions
Success question: Are customers returning? Are they recommending us?
EMPOWERMENT Daily action steps: 1. Guide rather than lecture 2. Focus more on strengths and less on weaknesses 3. Inspire clients to become the hero
D-02Success question: Did I do something to help someone thrive?
INNOVATION Daily action steps: 1. Don’t be afraid to challenge the status quo 2. Make others feel safe to contribute 3. Generously build on new ideas
Success question: Do I share unexpected ideas and solutions?
L I V I N G T H E B R A N D
M E S S A G I N G M AT R I X
Tell the story people need to hear The messaging matrix is an effective communications tool. It’s a helpful guide for how to think, talk and write about CareerForce. It’s a simple way to make sure we’re all singing off the same song sheet.
CareerForce elevator speech—career seekers CareerForce is Minnesota’s career development and talent matching resource. We have an extensive network of partners throughout the state. Together, we’re dedicated to delivering prosperous outcomes for career seekers, employers, E-01 communities and Minnesota. Anyone is welcome to access our many innovative programs and services at CareerForce locations throughout the state and on CareerForceMN.com.
E-02
CareerForce elevator speech—employers CareerForce is Minnesota’s career development and talent matching resource. Our goal is to deliver prosperous outcomes for career seekers, employers, communities and Minnesota through an extensive network of private sector, public sector and nonprofit partners. Customers can access our many innovative programs and services at CareerForce locations throughout the state and on CareerForceMN.com.
M E S S A G I N G M A T R I X
M E S S A G I N G M AT R I X
Career seekers BRAND POSITION: The only unified system driving prosperous outcomes for career
seekers, employers, system partners and Minnesota.
MESSAGING STRATEGY: Inspire HOPE.
KEY MESSAGE: A career that fits your unique talents, skills and personality delivers tremendous potential:
– Greater personal fulfillment with renewed purpose
– Feeling valued, respected and productive
– Achieving new ways to prosper at work and in life
CareerForce is here to help you find a career that helps you thrive.
SUPPORTING MESSAGES: CareerForce is a trusted talent resource helping people pursue E-03 their career dreams, goals and needs:
– Financial stability
– Personal fulfillment
– Growth opportunities
– Life stages
CareerForce’s vision to drive economic prosperity for everyone living in Minnesota is supported by a robust network of passionate partners:
– Private sector
– Public sector
– Nonprofit
– Corporate
CareerForce’s innovative programs and services are designed to fulfill or elevate any career need, including:
– Personalized career guidance
– Skills training
– Job search services
– Career path planning
– Financial support
– Youth and young adult support
CareerForce consistently goes above and beyond to see people thrive in any career or career stage:
– First jobs and careers
– Career advancement
– Management and leadership placements
– Technical and trade careers
– Post-retirement opportunities
– Job recovery
DESIRED PERCEPTIONS: “CareerForce is an invaluable career resource—the only unified system driving prosperous outcomes for career seekers, employers, system partners and Minnesota.”
“CareerForce knew exactly how to help me find a career that met my financial, personal and professional goals.”
“I will recommend them to my friends and colleagues.”
PROSPERITY OUTCOMES: New and enhanced skills: E-04 – Improved resumes/career stories
– Increased confidence/motivation
Careers that reach further:
– Financial goals met
– Personal dreams realized
Word-of-mouth:
– Recommendations to friends, family and colleagues
– Positive social media conversations
Top-of-mind awareness:
– CareerForce is a must-use career resource
M E S S A G I N G M A T R I X
M E S S A G I N G M AT R I X
Employers BRAND POSITION: The only unified system driving prosperous outcomes for career
seekers, employers, system partners and Minnesota.
MESSAGING STRATEGY: Reinforce RESULTS.
KEY MESSAGE: Bringing talented people to your organization delivers tremendous advantages:
– Alignment of a healthy internal culture
– Heightened brand support from the inside out
– Increased productivity with individuals and teams
– Competitive strength
CareerForce is here to help you find talented people that help
E-05 your organization thrive.
SUPPORTING MESSAGES: CareerForce is a trusted talent resource matching the right people to the right positions:
– Entry level
– Middle management
– Upper management
– Trade and technical
– Skilled workers
CareerForce’s vision to drive economic prosperity for everyone living in Minnesota is supported by a robust network of passionate partners:
– Private sector
– Public sector
– Nonprofit
– Corporate
CareerForce’s comprehensive programs and services are designed to support any talent recruitment need, including:
– Respected talent pool
– Career matching services
– HR/OD strategies and tactics
CareerForce consistently goes above and beyond to match good people with good opportunities while supporting organizations in any industry or industry segment, including:
– Corporate
– Manufacturing
– IT
– Health care
– Hospitality
DESIRED PERCEPTIONS: “CareerForce is an invaluable partner—the only unified system driving prosperous outcomes for career seekers, employers, system partners and Minnesota.”
“CareerForce has everything I need to bring the right talent to my organization.”
“I will use them again for my talent recruitment and retention needs.”
PROSPERITY OUTCOMES: Successful recruitment solutions: E-06 – Implemented strategies and tactics
– Industry data
– Success stories
Broader talent fulfillment:
– New positions
– Existing positions
– Improved retention
Increased interest and usage:
– Referrals to colleagues
– Enhanced participation
Top-of-mind awareness:
– CareerForce is a must-use recruitment partner
M E S S A G I N G M A T R I X
M E S S A G I N G M AT R I X
System partners BRAND POSITION: The only unified system driving prosperous outcomes for career
seekers, employers, system partners and Minnesota.
MESSAGING STRATEGY: Fortify COLLABORATION.
KEY MESSAGE: Working together as a supportive, holistic system delivers tremendous impact:
– It changes lives
– It bolsters employers
– It strengthens communities
– It drives economic prosperity for Minnesota
CareerForce is here to help everyone in Minnesota thrive.
E-07 SUPPORTING MESSAGES: CareerForce is a trusted talent matching resource, collaboratively
fulfilling the mission of facilitating thriving career solutions for:
– Individuals
– Employers
– Communities
– Minnesota
CareerForce’s vision to drive economic prosperity for everyone living in Minnesota is supported by a robust network of passionate partners:
– Private sector
– Public sector
– Nonprofit
– Corporate
CareerForce’s collective programs and services are designed to support any talent recruitment or career development need.
CareerForce consistently goes above and beyond to foster innovative collaboration leading to economic prosperity.
DESIRED PERCEPTIONS: “We are an invaluable career network—the only unified system driving prosperous outcomes for career seekers, employers, system partners and Minnesota.”
“The work we do, TOGETHER under the CareerForce brand, matters to individuals, employers and Minnesota communities.”
“I’m proud of our contributions.”
PROSPERITY OUTCOMES: Enthusiastic collaboration:
– Local
– Regional
– Statewide
Increased engagement:
– Networking
– Collaboration
– Support E-08 System pride and usage
Top-of-mind awareness:
– CareerForce is a must-needed path to prosperity
M E S S A G I N G M A T R I X
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B R A N D A R C H I T E C T U R E
CareerForce usage To ensure awareness of CareerForce as a unified brand known for driving prosperous outcomes for career seekers, employers, communities and Minnesota, it’s imperative to present a unified front. CareerForce follows a master brand strategy.
M A S T E R B R A N D S T R AT E G Y CareerForce will serve as the main anchoring point on which all underlying products or services are based.
C A R E E R F O R C E C E N T E R S All centers will be known as CareerForce.
F-01 O N L I N E P L AT F O R M The online portal will be CareerForceMN.com.
___,;·
CareerForce
• -~~ Proud
PARTNER CareerForce
S E R V I C E P R O V I D E R S W I T H I N C A R E E R F O R C E L O C AT I O N S Service providers within CareerForce locations will:
– Identify as being part of the CareerForce system – Use CareerForce-branded documents and communications materials – Direct customers to CareerForceMN.com as the primary source of information
Services provided by (organization name)
Jane Doe Manager, Workforce Solutions
P 218.999.9999 F 218.999.9999 [email protected]
F-02
S E R V I C E P R O V I D E R S O U T S I D E C A R E E R F O R C E L O C AT I O N S Service providers outside CareerForce locations are funded by the CareerForce system (federal, state or local) and will need to identify as a proud partner. Use the logo below in all materials.
B R A N D A R C H I T E C T U R E
CareerForce
I D E N T I T Y S TA N D A R D S
Make sure to look good When it comes to generating top-of-mind awareness of CareerForce as the only unified system driving prosperous outcomes for career seekers, employers, system partners and Minnesota, consistency is the name of the game.
G-01
Logo rationale Upward motion
A sleek yet dynamic line stretching up toward a single destination dot communicates growth, aspiration and accomplishment. The overall look is contemporary, bright and hopeful.
----------
Ca reerFon~c___,_e_--------'---,t's your state _0f success I
I
Career Force CF
Name usage The CareerForce name represents the potential of one unified brand. The word “career” elevates perceptions of the system and its many benefits. The word “force” reflects the power of positive movement. CareerForce should never be separated or abbreviated.
Correct: CareerForce
Incorrect:
Tagline G-02 Our tagline is a short, memorable description used to create a lasting impression of the CareerForce brand. It should be used in most logo applications, following the size proportion guidelines shown below. The tagline font is Helvetica Oblique and is always shown in CareerForce blue. Always stagger the logo and tagline. The tagline should always be shown in English and should not be translated to other languages. The logo and tagline are not a lock up. The spacing between the logo and tagline varies, depending on the size of the materials. Do not put the tagline before or above the CareerForce logo. Do not use the tagline as an art element. Do not use the tagline as a headline or in copy.
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HELVETICA OBLIQUE, SPACING 10, U/L CASE
I D E N T I T Y S T A N D A R D S
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CareerForce---
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I D E N T I T Y S TA N D A R D S
Correct logo usage It is important that the CareerForce identity be placed correctly, consistently and without distortion of any kind. Always print the identity in the approved CareerForce colors (see color palette on page G-08). Always use the created logo files; never recreate the logo.
PMS 2728C
100C 69M 0Y 0K 0R 92G 71B
PMS 361C
75C 0M 100Y 0K 63R 174G 42B
PMS LOGOG-03
BLACK
50% BLACK
B&W LOGO
• t(
CareerForce------
When printing the CareerForce logo in a one-color application, use the one-color logo or reversed white logo. Use the reversed white logo only on the colors from the approved CareerForce color palette (G-08). The word FORCE will be in 50% of the background color as shown below. More samples are shown on pages H-11 and H-12. When printing or embroidering on fabrics, use the reversed solid white logo.
PMS 2728C
40% PMS 2728C
ONE-COLOR LOGO (PMS 2728c) G-04
WHITE
50% OF BACKGROUND COLOR
REVERSED WHITE LOGO
WHITE
WHITE
REVERSED SOLID WHITE LOGO
I D E N T I T Y S T A N D A R D S
•
I D E N T I T Y S TA N D A R D S
Incorrect logo usage It is important to maintain the integrity and consistency of the CareerForce identity. The identity must always be presented in a clear and legible manner.
– The identity must always be reproduced from the approved files
– Alterations to the identity are strictly forbidden
Additional factors to consider when using the identity include colors, backgrounds and the clear zone. Although not an exhaustive list, this page illustrates common incorrect uses of the identity.
G-05 Do not alter the proportions. Do not use a border. Do not change the colors.
Do not rotate. Do not rearrange the elements. Do not crop.
CareerForce
Do not use different fonts. Do not change the proportions of the elements. Do not use the logotype alone.
Do not place on a pattern.
• _________,,......,..,I
Cart:erForce • 1
Minimum clear zone Whenever the identity is used, a minimum clear zone must surround it to ensure its visibility and impact. The size of the clear zone (indicated as “x”) is determined by the height of the CareerForce logotype, as shown. No graphic elements of any kind should invade the clear zone.
x = height of lowercase text
x x
x x x G-06
Minimum size For the greatest impact and readability, a minimum identity size has been established. This is the smallest size at which the identity should ever be reproduced. Smaller versions are difficult to read. The minimum size of the identity is based on its width; it should never be less than 0.625".
0.625″
I D E N T I T Y S T A N D A R D S
I M A G E S Y S T E M S TA N D A R D S
Color palette The identity should be printed in the approved CareerForce colors. CareerForce colors were carefully chosen to complement our brand personality.
Please note that some of the colors may have different numbers for Pantone coated versus uncoated. See the chart for CMYK and RGB breakdowns of these colors. Use RGB values when creating electronic media such as web, digital presentations, video, mobile, etc.
G-07
PANTONE COATED (PMS) UNCOATED (PMS) C M Y K R G B
2728C
361C
259C
144C
2718C
Bright Green C
7621C
464C
Refex Blue U
368U
2612U
144U
2727U
Bright Green U
7621U
1395U
100 69 0 0
75 0 100 0
67 100 19 6
2 54 100 0
65 43 0 0
100 0 62 0
21 100 95 12
33 64 97 24
0 92 171
63 174 42
112 40 119
241 139 33
97 133 196
0 168 138
179 32 40
144 90 39
HEX#
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6F2277
F18A00
5887DA
00AE8D
B12028
8E5928
~-,Career,
~• ~ • • • • • • •
G-08
I M A G E S Y S T E M S T A N D A R D S
I D E N T I T Y S TA N D A R D S
Typography P R I N T F O N T S
In order to clearly inform and educate audiences and add value to the brand, typefaces must be legible. Helvetica is the font family chosen for the CareerForce image system. All collateral materials in the image system should use this font family. This typeface was carefully chosen to match the CareerForce brand personality. It enhances the brand and gives consistency and professionalism to the identity.
T E M P L AT E / M U LT I M E D I A F O N T S
Helvetica and Arial are the only font families that should be used for digital G-09 applications such as online presentations, mobile apps, etc.
Primary titles Cover titles should be set in Helvetica Bold. Point sizes will vary depending on the size of the piece, but should have 0 pt. tracking.
Headlines Section headlines and subheads should be set in Helvetica Regular. Point sizes will vary depending on the size of the piece, but should have 0 pt. tracking.
Introductory paragraphs/subheads Helvetica Regular 13 pt. with 19 pt. leading and 200 pt. tracking.
Primary body copy Helvetica Regular 10 pt. with 16 pt. leading and 0 pt. tracking.
These point sizes are optimized for an 8.5" x 11" piece. Sizes can vary depending on the size of the piece (e.g., brochure vs. poster) but always maintain the size relationships. These relationships may vary as the image system continues to develop.
Helvetica Bold abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890
Helvetica Bold ObliqueabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890
Helvet ica Regularabcdefghi jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890
Helvet ica Obl iqueabcdefghi jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890
Helvet ica Lightabcdefghi jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890
Helvet ica Light Obl iqueabcdefghi jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890
Arial Bold abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890
Arial Bold Ital ic abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890
Arial Regular abcdefghi jk lmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890
Arial I ta l ic abcdefghi jk lmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890
G-10
I D E N T I T Y S T A N D A R D S
I M A G E S Y S T E M S TA N D A R D S
Design elements C O L O R B L O C K S
Color blocks are used as supporting graphic elements in design layouts. They can be used as a grid to emphasize important information such as titles or sidebar copy.
Color blocks can also be overlaid on photos to improve the readability of headlines or text blocks.
When creating color blocks, use only colors from the CareerForce color palette (see G-08). Only squares or rectangular shapes should be used for color blocks. Do not use round or irregular shapes.
H-01 O U T L I N E D A R T
An outlined illustration of Minnesota is placed over photography on all external communication materials. This treatment, used only in print, shows an inherent connection to our state.
__,,,,· CareerForce
It 's your state of success
__,,,,· CareerForce
It's your state of success
Great apprenticeship
Great adventure
__,,,,· CareerForce
It's your state of success
__,,,,· CareerForce
It 's your state of success
H-02
I M A G E S Y S T E M S T A N D A R D S
I M A G E S Y S T E M S TA N D A R D S
Photography Photography plays an important role in the CareerForce brand. A compelling style can be achieved through composition, cropping, color, action and other visual elements. Photographs should be authentic and natural—showcasing everyday people, not models. They must also represent the diversity of our audience base: individuals at various career stages; people with different career or job interests; employers from diverse industry sectors; people from all ages, cultures and walks of life.
Photography should always express the CareerForce brand character:
C O N T E M P O R A R Y D I V E R S E E N T R E P R E N E U R I A L R E L E V A N T H-03 A S P I R A T I O N A L
DO NOT:
– Use imagery that is inconsistent with our brand blueprint – Place signatures or graphics over detailed or complex images – Use posed imagery
H-04
I M A G E S Y S T E M S T A N D A R D S
Minnesota, illuminated by prosperity , 1 ,
' /
I M A G E S Y S T E M S TA N D A R D S
Illustrations Unique illustrations have been created for internal CareerForce communication materials. The overall direction aligns CareerForce with Minnesota prosperity while also inspiring systemwide pride. The illustrations are flat line art images incorporating colors from the CareerForce palette.
DO NOT:
– Create illustrations that are inconsistent with our brand blueprint – Create art in 3D applications – Use non-CareerForce colors – Place copy over images
H-05
H-06
I M A G E S Y S T E M S T A N D A R D S
~· CareerForce
Services provided by (organization name)
Jane Doe Manager, Workforce Solutions
P 218.999.9999 F 218.999.9999 [email protected]
It's your state of success
CareerForceM N .com
0000 Career Street, City, MN 00000
~· CareerForce
Services provided by DEED
John Doe Manager, Vocational Rehabilitation Services
P 218.999.9999 F 218.999.9999 [email protected]
I M A G E S Y S T E M S TA N D A R D S
Stationery B U S I N E S S C A R D S
Usage: Anyone serving customers at CareerForce locations.
H-07
Proud I ~· PARTNER CareerForce
Jane DOE Manager, Acme
P 218.999.9999 F 218.999.9999 [email protected]
0000 Career Street, City, MN 00000 CareerForceMN.com
.A. Nonprofit Organization
Jane Doe Manager, Workforce Solutions
I
P 218.999.9999 F 218.999.99998.reerForceMN.com 0000 Career Street, City, MN 00000
Proud I ~· PARTNER CareerForce
P R O U D PA R T N E R
Partners outside CareerForce locations that are federally, state or locally funded should use the “Proud Partner” designation. See the following examples.
H-08
I M A G E S Y S T E M S T A N D A R D S
~
CareerForce 000 Career Street, City, MN 00000
CareerForceMN com
I M A G E S Y S T E M S TA N D A R D S
Stationery L E T T E R H E A D
000 Career Street, City, MN 00000
H-09
• ____.. ...... ~
CareerForce It's your state of success
• Proud PARTNER
~ _______.....,..
CareerForce
Stationery N O T E C A R D
H-10
PA R T N E R D E C A L
I M A G E S Y S T E M S T A N D A R D S
Career It's your state of success
We are
the force behind fast-paced success
I M A G E S Y S T E M S TA N D A R D S
Collateral (partners and staff) The partner and staff materials reflect the impact CareerForce makes in Minnesota. The intention is to inspire systemwide pride.
H-11
We are
the force behind future progress
It 's your state of success
We are
the force behind good-natured growth
Career It's your state of success
We are
the force behind firm foundations
It's your state of success
We are
the force behind rich celebration
H-12
I M A G E S Y S T E M S T A N D A R D S
--/.
CareerForce It 's your state of success
Leadership careers Bero dolut ex et. tectem sernatel pro test que que non
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Ready to lead ... not follow?
We're here for you
CareerForceMN com
___,;· CareerForce
It 's your state of success
Ready to break through
to new?
We're here for you
I M A G E S Y S T E M S TA N D A R D S
Collateral (customers) The external materials reflect the potential to achieve greater career development and talent matching success with CareerForce.
H-13
Collateral templates (customers) The CareerForce word templates are for creating handouts and announcements.
CareerForce Event Schedule HandoutCareerForce Handout Example Thursday, November 1stFont choice should be Helvetica or Arial Workforce Center Location | 212.555.5555
Text color should be black or any color from the approved CareerForce color palette.
Other helpful guidelines: • Do not add content to or modify the CareerForce • The CareerForce colors are easy to access by
header area clicking the dropdown arrow next to paint bucket icon on the home panel. The CareerForce colors
• The CareerForce logo should not be modified in any can be found as the first row of colors directly under way “Theme Colors”.
• Photography should follow the CareerForce • In eget sem at nulla auctor sodales eu nec velit. photography guidelines, found in the brand playbook. • Phasellus vitae elit cursus, ornare mauris sit amet,
semper dolor. • The approved CareerForce colors have been saved
into the Word template under the CareerForce • Suspendisse dapibus leo ut fringilla feugiat. theme for easy access.
Thank you for following these guidelines.
CareerForceMN com
Upcoming Events: November 2018CareerForce location
Address
First event: 9:30am – 12pm • Lorem ipsum dolor sit amet, consectetur adipiscing • Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Morbi ornare vehicular • Integer vitae mi hendrerit, dignissim arcu ut,
molestie nibh. • Donec facilisis sem nec mollis fringilla. • Ut a tortor non magna ultricies sodales.
Second event: 12:30pm – 3pm • Ut a tortor non magna ultricies sodales. • Morbi ullamcorper massa semper vestibulum
dictum. Important Reminders • Vivamus consectetur risus sit amet arcu placerat,
non cursus magna finibus. Nunc vel risus ac ligula suscipit semper. Nunc odio • Morbi et magna ac lacus pulvinar aliquam. dolor, congue vel metus nec, viverra vulputate eros.
Donec elementum metus et sollicitudin pretium. Maecenas nec turpis justo. Cras eget mi ac lectus
Third event: 3:30pm – 6pm varius bibendum. Donec lacinia libero urna. • Ut bibendum nulla in erat molestie viverra. Quisque at turpis eu ex ultricies volutpat. • Donec facilisis sem nec mollis fringilla. • Morbi et magna ac lacus pulvinar aliquam. Nulla in bibendum augue, auctor viverra felis. • Etiam elementum eros ut libero imperdiet Integer at tortor sapien. Nunc vehicula nunc ac nisi
pellentesque. rutrum semper. Integer erat ipsum, sagittis quis semper ut, dapibus non tellus. Curabitur at fringilla diam. Sed in auctor quam. Mauris vitae efficitur mi.
Place partner logos in grey area below. In layout options, select fix position on page to drag logos into the partner area.
TEMPLATE ACCESSIBILITY INSTRUCTIONS: Partners:
CareerForceMN.com
.
CareerForceMN.com
---· CareerForce It's your state of success
---· CareerForce It's your state of success
---· CareerForce It's your state of succsss
------ --_:::== _ -=:... ~ ..... -====-~ -=-., -
H-14
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY
29
Workshop 9am-11am
Interviews 1pm-2pm
30
Resume Basics 10a-2p
Video Interviews 2p-4p
31 1 2
5 6 7 8 9
12 13 14 15 16
19 20 21 22 23
26 27 28 29 30
For more information: CareerForceMN.com
I M A G E S Y S T E M S T A N D A R D S
"" "",- 1 - s CrH 1• yourtmoCafft rForco account1oday IIGN UP
__,,· CareerForce
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Create your free CareerForce account now A-OCC"""'"1SOO>XC'\>Sid<)Oo10 C,,.,.;1;;,, (X1C<S°""'a<c • , , ; ""'s
---
Paese< ,eoena srnauo~aoa ocus CrH 1• your!rn CarH rl'O<e4 accoun1!oday """ UP
__,,· CareerForce
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I M A G E S Y S T E M S TA N D A R D S
Digital W E B S I T E
H-15
• _,,,; CareerForce
The paradigm shift task forces
Proactive Service Task Force:
- Ens,,e careerForce innovatNe & resourcefulness
Engage Community Task Force:
- Inspire statewide interest In Ca,eeffofce
Cool & Inspiring Task Force
- Create an attractive and appealing mpression d CareerForce
~ · CareerForce
2. Learn the brand blueprint
~ · CareerForce
Minnesota, illuminated by prosperity
The CareerForce Brand Culture Action Plan 2018
Passionately commit to the brand
~ · CareerForce
Support transformation for centers and online impressions
- Generate iOOas 10 maKe the system cool and inspiring
- D&,elop action Sleps for implementation
~ · CareerForce
Digital P O W E R P O I N T
H-16
Cool and inspiring task force
I M A G E S Y S T E M S T A N D A R D S
____,,/.
CareerForce It 's your state of success
Introducing CareerForce™, Minnesota's career development and talent matching resource
The &eMCeS you've come to trust from M,nnesota WOfklorce centers and their partners. are now un~ied 11 one ,esourcelul network One dynamic online pladorm One pass,onate system driven by the puri.u,t of prospeflly !or caroo, seekers, emplo','ers, commur•hes and Mmnesola
We have the collective clou1 to support y()IJf rectuitment needs ttvough targcled bu$/Oe$$ serv,ces, HRrQO strat&gln, employmenl da1a and mJCh more We'll help you lind the talent you wan! tor the rewlts you need We'll do 311 we can 1oeteva1e yo,.,t Mate of socces.s
To put Caraerforce to work tor you, v.s,t careerlon;;e can or )'OUf local Careerforce locat1011
[Localflddresshefe] {Phonenumberhefe]
__,,. CareerForce Welcome
more success,
Minnesota
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Tolearnmor&,\l'lsl1
__,,. CareerForce
____,,/.
CareerForce It 's your state of success
Introducing Careerforce™, Minnesota's career development and talent matching resource
The seMCes you've come to trust lrom M,mesota WQl'kforce centers and their partners. are now unified in one rescucelul network One dynamic onlne platform One passionate sys1ern dnven by the pursuit ol prospenty for careerseekers,employers.commun,hesandMirnesoia
WehevethecollectovecJou11osupponyourlOdMdualgoatswrthsk1lstrallllflg.pmlesSIOO!llgutdance.carecr path plam,ng and much more. We'I help YoU fmd the pos,t,on you need IOI' the 1,re YoU want Well do all we can ioelevateyoo..-Slateolsuccess
To put GareerForee to work IOI' you_ v,s,t careerforce com or yo,..- local GareerForc:e loc:at,on
[L.oc:aladd,esshere] [Phonerunberhel'e]
I M A G E S Y S T E M S TA N D A R D S
Digital E M A I L C A M PA I G N ( C U S T O M E R S )
H-17
FOR EMPLOYERS FOR CAREER SEEKERS
FOR EMPLOYERS FOR CAREER SEEKERS
FIELD Inside Out Note Worthy
I
[i_RANO PROGRESi___]
____,,,.· CareerForce
It 's your state of success
SUMM ER 2018
Your CareerForce newsfel/er
Brand Bravo
What's Brand New?
_ ___ _,,/
CareerForce As many of you have heard by now, the Minnesota workforce system will soon operate as one unified brand CareerForce This ground-up process started three years ago after deciding we had enough of being the "best kept secret" in Minnesota We want more people to be aware of the extraordinary support available to them. We want them to believe that Careerf orce is an invaluable career development and talent recruitment resource We want CareerForce to be on the minds of every Minnesotan looking lor a rewarding new position or a talented new team. [READ MORE]
I FEATURE S TORY I
Prosper UP The work we do 1s 1mpress1ve We connect 1nd1v1duals to productive organ17at1ons We empower dreams by gu1d1ng 1nd1v1duals toward the Jobs they need and the careers they want We make hie better for people every day
There's much to celebrate. Theres also much more to do.
As a unified system, we have an enormous opportunity to impact a greater number of individuals, organizations and communities As the CareerForce brand, we can make a genuine difference to this great state of ours. Working together as one, we will all flourish on the road to prosperity . (AEAD MOAEJ
[iuLTURE BUILDING ]
Inside Out
j CareerForce
FORCEFIELD ... .:--··:·" - - -___ ,,. What's Brand New? CareerForce ·--~------- ■ ::::::::.-::.=::"'..=::".:.'"'" ______ ,.. __ ·--·-·--~~-·-- . ______ ...,., _ __ ... __ .. _...,_ -.-----·--- - .. _ .. _ Prosper UP _____ ..., __ ..,_...,_,.. ___ .. _ __,.., _,_., __ ,_ .. , ____ __ __ ,,_ ___ ..... _....., ___ _ __ ..... __ _ ____ ...,_ .. ___ .,._,._
Inside Out Culture= Brand Brand = Culture
... _ ,., ___ .., ___ _ __ .. __ . _ ... _ , _____ .. _ ----... _______ _ --··-------------··----,., ______ _
II=.,~ Be the BEST,
~ Minnesota
Digital N E W S L E T T E R
H-18
I M A G E S Y S T E M S T A N D A R D S
• ✓
CareerForce
I M A G E S Y S T E M S TA N D A R D S
Digital E M A I L S I G N - O F F
Follow the “Instructions on creating your CareerForce email signature” document to create your email signoff.
Your Name Your Job Title 000 Career Street, City, MN 00000 Direct: 651.000.0000 CareerForceMN.com | Twitter | Facebook
H-19
P R E - B R A N D S I T U A T I O N
--/. --/.
CareerForce CareerForce It's your state of success It's your state of success
Display B A N N E R S TA N D
H-20
I M A G E S Y S T E M S TA N D A R D S
Signage I N T E R I O R
Stainless-steel cutout of CareerForce logo with mirror-polished finish pin-mounted on rectangle backing with mirror-polished finish. Sign can be installed with stud fixings or directly bonded onto the wall structure.
H-21
E X T E R I O R
Colored acrylic cutout of CareerForce logo bonded onto a white outline of CareerForce logo. Can be installed with stud fixings to float the sign onto the external wall structure. Optional backlighting system can be installed behind the logo structure.
Wickham Gray HC-171
I N T E R I O R W A L L C O L O R PA L E T T E
Colors are selected from the Benjamin Moore color palette. Primary and secondary colors have been chosen for all interior walls. Use a color from the primary color palette for at least one wall in the workplace. The accent color is for accent walls or accent furniture only.
P R I M A R Y C O L O R S
H-22
S E C O N D A R Y C O L O R S
A C C E N T C O L O R
I M A G E S Y S T E M S T A N D A R D S