Guidelines for Logo Usage
400 Years of African-American History Commission
The visual identity program outlined in this guide has been designed to send a clear, consistent message about the logo for the 400 Years of African-American History Commission.
The design and execution of materials in connection with the 2019 commemoration and the Commission will be useful tools in marketing.
The systematic use of these guidelines will support our image awareness goals.
The logo was designed by Commission member Ted Ellis at the request of the 400 Years of African-American History Commission. From the designer: I created the design of the logo to emphasize the 400 Years of African American History in the United States beginning in 1619 and the anniversary year of 2019. The symbol of the drum represents global communications, to be heard, as well as healing. The segmented chains in the circle represents the cycle of slavery is broken, freedom is achieved but there is a perpetual struggle for equality. The two stars symbolize balance between inspiration and aspiration.
The 400 Years of African-American History Commission is a federally appointed commission by the United State Secretary of the Interior and administered by the National Park Service with its own non-federally sourced operating budget as authorized by PL115-102. The goal of the Commission is to plan, develop and carry out programs and activities throughout the United States that recognize and highlight the resilience and cultural contributions of Africans and African Americans over 400 years.
Requests will be granted to external individuals and agencies upon approval by the full commission. The use of the logo by agencies and individuals outside of the National Park Service and the Commission must be consistent with the mission and goals of the commission. The logo should not be used on materials that reflect a specific agenda, viewpoint, or intimate anything other than the activities approved by the 400 Years of African-American History Commission.
Uses of the logo shall be coordinated with the NPS Commission Liaison to assure consistency and appropriateness.
Whenever the logo is used, printers should be instructed to use the following color information in the approved logo design: Adobe Photoshop yellow #F6D04B, orange #F6891E, red #E91D25, green #006A2F, dark red #640002. Font is Arial.
Printed ink colors vary with paper stock. Careful consideration should be exercised when choosing print colors and paper. Even with the best attempt to match all elements, variations will occur and are normal. Logo ink color will require additional modification if used on a white background. Color may have to be modified in video applications.
When a multicolor version of the logo is desired user must comply with specifics of color information provided above.
If a single color (B&W)
piece is chosen, the logo may be executed in black ink.
The logo is permitted to be used on merchandise. Distribution of these items will help increase the visibility of the commemoration and the Commission. The full commission must approve all merchandising opportunities. Any and all uses of the logo by a third party will require approval by the full commission and determination if compensation for use of the logo is necessary.
To ensure effective promotional messages, creative flexibility is encouraged in this part of the visual identity program. Projects in this area include special event posters and flyers, direct mail flyers, postcards, and other promotional materials and brochures. The color and type of paper, design of the item and typestyle are generally chosen to complement the event and meet budget criteria.