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Corporate Identity

CORPORATE IDENTITY & BRANDING

Reprinted from www.jci.cc

Corporate Brand Guidelines ensure that the visual design elements of JCI are applied correctly in every application in which JCI is identified. Published guidelines are essential for providing consistency in a large, diverse organization like JCI. These guidelines should be followed to give JCI a global uniform corporate identity, greater visibility and powerful marketing possibilities.

The purpose of the program is to create uniformity in the visual image of JCI’s large and diverse organization. It is important that the standards are strictly followed, especially in regard to those of the JCI logo. The success of maintaining corporate identity depends on the ownership of its goals and values by every associate.

Any questions regarding JCI Corporate Brand Guidelines should be directed to the JCI Secretary General, Email: identity@jci.cc.

Building the JCI Brand

Brands are icons of our society reflecting our personal preferences, values and lifestyles. A brand is not something tangible, such as a label, logo, style and feature. In other words, it does not consist of rational features benefits. A brand is created in the hearts and minds of the consumer. Brands are an emotional connection – way beyond rational reasoning and logic, product superiority, product attributes, or technical specifications alone.

The importance of building JCI’s brand identity is vital to our success as an organization. It’s like a fingerprint; it reflects the mood and tone you want to capture in whatever piece of communication – advertising, newsletters, brochures, signs, web sites, etc. 360-degree branding captures the thought that every point of contact that an individual with JCI should reflect the same tone. Having the same tone doesn’t necessarily mean that every piece of communications must look the same.

Any communication generated by JCI should reflect the passion that those affiliated with JCI have for the betterment of society.

Frequently Asked Questions
Q. What is JCI’s Pantone Matching System (PMS) Corporate Color?
A. PMS 2925

Q. What is JCI’s Corporate Typeface/Font?
A. Font is licensed and is Helvetica Neue

Q. When the background is more than 50% value, which logo should I use?
A. The reverse (white) should be used.

Q. If printing in one-color, can I print the JCI logo in that color, even if it is not one of the acceptable colors?
A. No, but you can print the reverse (white) in a color bar.

Q. Is there a standard placement for the JCI web address?
A. On JCI business cards, the web address is place in the bottom center of the color bar. Otherwise, there is no standard placement; however, you must maintain the minimum spacing around the logo (see Logo Specifications). We recommend using a font that has appeared somewhere else on the product.

Q. Is there a standard abbreviation of “Junior Chamber International”?
A. Yes, the abbreviation is “JCI”.

Q. Can I use the JCI logo in a headline?
A. The logo must never be used as part of a headline or in body copy.

Q. Can I use the JCI tagline in a headline?
A. The tagline may be used as part of a headline or in body copy, but only when it appears in the same typeface as the copy.
Q. Can the slogan “Be Better™” be translated into other languages?
A. Not when used as a trademark, but it can be translated in body text so its meaning is understood.

The use of the JCI logo without the name of the Local   Organization is restricted to JCI international

events and other official JCI materials. A JCI National or Local Organization must follow the

guidelines for National and Local Organizations when creating their logo. The usage guidelines are

the same for Local and National Organizations.
Format
There are three approved logo layouts for National and Local Organizations. Due to the fact that the

current JCI tagline, “Worldwide Federation of Young Leaders and Entrepreneurs,” is in the process

of being phased out in 2009, National and Local Organizations are advised to begin using the

version of the logo that does not include the tagline.
During the transition period, Local and National Organizations may continue to use their existing

logos, papers and materials that use the tagline, however they are encouraged to eliminate the use

of the tagline on any new materials produced. For more information on the tagline transition, check

out the www.jci.cc/downloads/en/corporateidentity.

REQUEST FOR LOGO FOR YOUR LOCAL ORGANIZATION
To have a logo created for your local organization in the format that does not include the tagline,

or for additional information, e-mail marketing@jci.cc.
The Local Organization name must be placed directly below the corporate mark or after the words

“Junior Chamber International.” The elements of the logo may not appear in any other layout or

format in relation to each other. Request for a free logo from marketing@jci.cc
1.    The JCI Logo with the name below
2.    The JCI Logo with the name and tagline to the right of the shield
3.    The JCI Logo with the name and tagline below the shield

Fonts
The fonts Helvetica Neue Bold and Helvetica Neue Light are required to create your national and

local organization’s logos. The top line uses Helvetica Neue Bold and the bottom line uses Helvetica

Neue Light. Note that the actual Helvetica Neue Bold font must be used. The bold button that certain

programs have is not suitable. Also note that Helvetica Neue and Helvetica are different fonts.

Simply request from JCI Marketing for free logo for your local organization.

Alignment
Each format option has specific alignment and spacing guidelines (pictured below) to ensure

consistency. The best way to ensure you have the proportions and layout correct is to use a sample

or template. Samples and tempaltes for National and Local Organization logos are available for

download at www.jci.cc/downloads/en/corporateidentity.

When the tagline appears below the words “Junior Chamber International” and the organization

name, must be justified with the first letter of J in Junior and the last letter of the organization

name or the 12th character of the organization name (including spaces).

The format that does not include the tagline is ideal for use on flags, apparel and other instances

where the long format does not fit. The organization name should be centered between the J and

the point of the shield. When the name is too long to fit, it may be left aligned with the J.

Minimum Space Requirements
The JCI logo should always have a minimum clearance space around it. This ensures clarity of

communication and prevents the logo from becoming lost or crowded. The gray lines below show

the amount of clear space that should be around the logo.

Examples of Incorrect Usage

· Do not stretch or distort the logo.

· Do not change the proportions of any part of the mark in relation to the other parts.

· Do not use color in any way other than as described in the guidelines.

· Do not change the appearance, shape or layout of the logo.

· Do not cut off any part of the logo.

· Do not use the elements of the logo independently from one another.