ARMA INTERNATIONAL BRAND & TRADEMARK
Usage Guidelines for Chapters and Regions
ARMA INTERNATIONAL BRAND
E
very day we are bombarded with a myriad of images and marketing messages, which makes it increasingly more difficult to remain memorable and unique. A consistent and strong brand is essential to building awareness within the business community of the value of ARMA International and records and information management. Our brand defines us as professionals and experts in managing records and information. The ARMA International identity is much more than a logo. It’s a promise to everyone who comes in contact with us as to who we are and what we do. The ARMA International brand is one of our most important assets. Careful management over time will maintain its value and integrity. Here’s How You Can Help
Our chapters and regions play a vital role in helping to establish a consistent and strong brand for ARMA International. These usage guidelines have been developed to assist you in accurately managing and implementing the ARMA International identity. Usage guidelines are strict and monitored, so it’s important that you familiarize yourself with them and make them work. By reinforcing ARMA International’s positive brand identity across all applications, we are making strides toward being memorable and unique in the minds of our key audiences. We appreciate your assistance in making this happen.
Using the ARMA International Brand
When we refer to the ARMA International brand, we are referring to the name “ARMA International” as well as the logo, which is a registered trademark. Below are specific guidelines on when and how the brand may be used. In addition, there are specific graphic standards that govern how the ARMA International logo may be presented. The ARMA International logo may be incorporated into the design of an affiliate logo, but under no circumstance may that incorporation result in any design change of the ARMA International logo. Any and all use of the ARMA International brand by affiliates and others must be approved in writing by ARMA International. • The ARMA International brand may be used to direct people to the ARMA International website for information about managing records and information. • The ARMA International brand may be used in commentary about the materials found on the ARMA International website. • The ARMA International brand may not be used by ARMA International members or supporting organizations to promote a person or company's involvement in ARMA International. This restriction does not, however, preclude an individual member from indicating ARMA International membership on printed materials by using the statement “Member of ARMA International.” It is also permissible for a business entity or other organization whose officers, directors, or owners are individual members of ARMA International to use the following phrase: “(Entity Name) subscribes to and supports the policies of ARMA International.” • The ARMA International brand may not be used in a manner that suggests that ARMA International supports, advocates, or recommends any particular product or technology. • The ARMA International brand may not be used in a manner that suggests that a product or technology is compliant with any ARMA International materials. • The ARMA International brand may be used by affiliates as part of their standard description. Example: “XYZ Chapter is an official chapter of ARMA International, a not-for-profit professional association and authority on managing records and information…” • The ARMA International brand may not be used in any materials that could mislead readers into believing the entity’s event, publication, or product is sponsored by ARMA International. Example: Chapters may not use the ARMA International brand in the promotion of a chapter event unless ARMA International and the chapter have a signed agreement allowing them to do so. • The ARMA International brand may be used by special arrangement with ARMA International. Said arrangement must be in writing and carry the signature of the authorized representatives of both organizations.
What’s in a Name?
ARMA International is the name under which the association does business and should be used in all references. The association (and, consequently, its affiliates) was incorporated as Association of Records Managers and Administrators; however, the only time this name may be used is in the execution of legal documents. “Association of Records Managers and Administrators a/k/a ARMA International” is the required language in these instances. ARMA International’s brand does not include a tagline. When asked what “ARMA” stands for, members, affiliates, and others are advised to use the following response or a facsimile thereof: “ARMA International is a not-for-profit professional association and authority on managing records and information.” When speaking with the media and others, the most effective approach is to state what ARMA International is up front to avoid confusion. An official description (boilerplate) of ARMA International is accessible to leaders on the Leadership Resources intranet website (www.arma.org/lr).
ARMA INTERNATIONAL TRADEMARK
Graphic Guidelines
Using the Logo Correctly
H
Color
ow the ARMA International trademark appears in use is critical to ensuring the association’s brand is consistent and strong. The following guidelines specifically address the graphic presentation and reproduction of the ARMA International trademark.
As used on the official membership lapel pin, gold has been used for the arch and lettering, and the line is red. Tenure pins have a blue arch and lettering and a red line on a gold background. When the logo is reproduced in a color other than the colors shown above, only one color may be used for the entire logo.The logo may be reproduced in any color, including black, but all elements (arch, letters, rule) must be one color. Correct: One color, black
As used on ARMA International letterhead stationery, the ARMA logo colors are Pantone Matching System® (PMS) 288 Blue and 704 Red.The arch and letters are blue; the line is red.
Correct: One color, PMS 288
Incorrect: Black and blue
Length of Line
This version of the logo is appropriate for use at the top or bottom of letterhead, a chapter newsletter, or other wide pieces such as a banner. On printed pieces, the line stops at the right margin, and the line must be at least twice the width of the bottom of the arch, and preferably longer, as shown here.
ARMA International 13725 W. 109th St., Suite 101 Lenexa, KS 66215 913.341.3808 • Fax: 913.341.3742 800.422.2762 (U.S. and Canada) hq@arma.org • www.arma.org
The version below is appropriate for narrower usages or when the logo is centered on a printed piece or other application. The length of the line must be equivalent to the width of the arch. The line must NOT be chopped off shorter as shown below in the “incorrect” example. This version of the logo may be large or small, but the length of the line remains in the same proportion to the width of the bottom of the arch. Correct Incorrect
1 1/8"
1 1/8"
This version is appropriate for small, circular applications. The line ends just within the right end of the arch. The word “International” remains. Correct
ARMA INTERNATIONAL TRADEMARK
Using the Logo Correctly continued
Positive Reproduction
White or light colored paper background.
Incorrect Use of the Logo
Name and Rule
Do not use the arch without the full name and rule. Be sure to always include the ® and the word “International.”
Reverse Reproduction
Dark colored paper background.
Scaling and Proportion
When using a scanned image in desktop publishing, be careful to scale proportionally when changing the size of the logo to avoid distortion as shown below.
Compatible Typefaces
Although these will not be exact matches, Helvetica Heavy Italic and Helvetica Bold Italic are compatible typefaces that could be used for the name of the chapter, address, phone, etc., when creating chapter letterhead or a newsletter banner for the top of page one.
Logo Art Available from Headquarters
Digital images of the ARMA logo are free from ARMA International headquarters, in the black/white version and in the red/blue colors. Additionally, headquarters can provide chapters with clip art of the logo and theme line for each year’s Annual Conference.
ARMA INTERNATIONAL CONTACT
For More Information
Please contact Member Services at member@arma.org or 888.422.2762.
ARMA International 13725 W. 109th St., Suite 101 Lenexa, KS 66215 800.422.2762 www.arma.org