THE MOAA BRAND BOOK

1 T H E MOA A BR A ND BOOK13525 MOAA Style 111/6/15 4:20 PMTABLE OF CONTENTSMOAA LOGO STANDARDS 1 PRIMARY LOGO 1 PRIMARY LOGO COLORS 2 SINGLE color LOGOS 3 CLEAR SPACE 4 MINIMUM SIZE 5 VERTICAL LOGO 5 BACKGROUND color 6 PRIMARY color PALETTE 7 PRIMARY LOGO WITH TAGLINE 7 LOGO TREATMENTS 8 BENEFITS 8 PRODUCTS AND SERVICES 8 CHAPTERS 9 OTHER 9 CORRECT LOGO USAGE 10 INCORRECT LOGO USAGE 11 MOAA BRAND STANDARDS 12 PRIMARY color PALETTE 13 SECONDARY color PALETTE 13 PUBLICATION color PALETTE 14 PHOTOGRAPHY 15 TYPOGRAPHY 16 - 17 MOAA TAGLINE 17 MOAA CORPORATE STATIONERY 18 BUSINESS CARD 20 LETTERHEAD 21 BUSINESS ENVELOPE 22 EMAIL SIGNATURE 23

2 POWERPOINT TEMPLATE 24 MOAA SEAL 25 BRAND STRATEGY 26 STRATEGY 27 MEMBER PROFILES 28-31 INTRODUCTIONThe Military Officers Association of America (MOAA) is an organization whose sole mission is to champion the well-being of the military community through advocacy and benefits tailored to military officers and their families. The MOAA BRAND book contains a set of standards and guidelines designed to advise all communications and promotional materials distributed by MOAA. In the following pages you ll find information regarding the MOAA look and feel. You ll learn how, where, and when to use the logo.

3 You ll find out who MOAA s members are, including a set of traits and values for each segment. With these BRAND guidelines, you ll grasp the essence of MOAA and discover the voice that guides its tone and personality. 13525 MOAA Style 2-311/6/15 4:20 PM1 MOAA LOGO STANDARDSMOAA LOGO STANDARDSHere, you will find the guidelines detailing the correct usage of the MOAA logo, including color , sizing, and spacing. Furthermore, there are specific sets of logos that highlight MOAA benefits, products and services, and chapters. The MOAA logo is an immediate representation of our BRAND . It is of the utmost importance that it be used as outlined in the following is the primary logo for MOAA, which includes both the organization s abbreviated and full name, along with the MOAA shield and trademark logo should only be implemented using the provided file format, Illustrator EPS.

4 This format is vector-based and allows for infinite scaling without degradation to its visual quality. PRIMARY LOGO13525 MOAA Style 4-111/6/15 4:20 PM23 MOAA LOGO STANDARDSMOAA LOGO STANDARDSPRIMARY LOGO COLORSSINGLE color LOGOSB lack, gray, and reversed logos are provided to be used for instances where the logo must print in a single BLACK LOGOPRIMARY GRAY LOGOPRIMARY REVERSED LOGOCMYK: 00-00-00-100 CMYK: 00-00-00-70 CMYK: 00-00-00-85 CMYK: 00-00-00-00 CMYK: 00-00-00-00 transparency set to 70%PMS: 188 CCMYK: 00-90-100-66 PMS: 5463 CCMYK: 100-00-18-83 PMS: 1807 CCMYK: 00-100-96-2813525 MOAA Style 2-311/6/15 4.

5 20 PM45 MOAA LOGO STANDARDSMOAA LOGO STANDARDSMINIMUM SIZESC onsistent logo usage across all applications helps to reinforce the MOAA BRAND . The following rules for logo size apply to logo use in all communications: the minimum width for print is and the minimum width for web is 175 pixels. CLEAR SPACEA minimum amount of clear space is required to ensure the legibility of the MOAA logo. This clear space is the area surrounding the logo that must be kept free of all text and graphic elements. The minimum clear area equals the height of the letters in the word print WEB WEB minimum minimum minimum width40 pixelsminimum width175 pixelsVERTICAL LOGOThis version of the logo should be used when the logo is used at a size less than for print and 175 pixels for digital.

6 The vertical logo may also be used in other applications which require maximum impact. The following rules for logo size apply to logo use in all communications: the minimum width for print is .3125 and the minimum width for web is 40 pixels. 13525 MOAA Style 4-511/6/15 4:20 PM67 MOAA LOGO STANDARDSMOAA LOGO STANDARDSPRIMARY LOGO color PALETTEMOAA RedPMS: 1807 CCMYK: 0-100-96-28 RGB: 181-18-27 HEX: b5121bMOAA BluePMS: 5463 CCMYK: 100-00-18-83 RGB: 0-55-69 HEX: 003745 MOAA TanPMS: 404 CCMYK: 00-08-22-56 RGB: 136-126-110 HEX: 887e6fWhiteCMYK: 00-00-00-00 RGB: 255-255-255 HEX: ffffffBACKGROUND COLORThe following background colors further reinforce the MOAA BRAND and impact of the logo.

7 The following also illustrates which logo should be used with each of the background LOGO WITH TAGLINEThis version of the logo incorporates the MOAA tagline. Together, the logo and tagline help strengthen MOAA BRAND awareness. The logo/tag combination may be used on collateral material, periodicals, print ads, web banners, and other marketing MOAA Style 6-711/6/15 4:20 PM89 ALTA CHAPTERCALIFORNIA COUNCIL OF CHAPTERSSIERRA NEVADA CHAPTERCENTRAL VIRGINIA CHAPTERINDIAN WELLS VALLEY CHAPTEROHIO WESTERN RESERVE CHAPTERBROWARD COUNTY CHAPTERCENTRAL CALIFORNIA COAST CHAPTERMOAA LOGO STANDARDSMOAA LOGO STANDARDSBENEFITSPRODUCTS AND SERVICESOTHERLOGO TREATMENTSThe following illustrates the primary logo typeset for MOAA benefits along with MOAA products and services.

8 CHAPTERSThe following is a sample of the primary logo typeset for each MOAA chapter. Chapter location copy should break into two lines to avoid appearing cluttered in relation to the primary for all MOAA chapters is provided. 13525 MOAA Style 8-911/6/15 4:20 PM1011 MOAA LOGO STANDARDSMOAA LOGO STANDARDSCORRECT LOGO USAGEThe logo should be placed on uncluttered backgrounds and photos, so as to not impede the legibility and clarity of its appearance. INCORRECT LOGO USAGES trict limitations on use of the MOAA logo are necessary to preserve the integrity of the BRAND . The MOAA logo is a customized artwork so any alteration, apart from proportional scaling, is considered incorrect usage.

9 13525 MOAA Style 10-1111/6/15 4:20 PM13 MOAA BRAND STANDARDSMOAA BRAND STANDARDSThe following BRAND standards are a set of guidelines to help MOAA and its affiliates communicate the look, feel, and representation of the organization. These standards have been put into place to ensure that MOAA s message remains consistent across various media, distribution, and target audiences. color PALETTE Only the specific colors shown here are approved for use. Mixing colors with any other color palettes is prohibited. The primary color palette is most representative of the MOAA BRAND . The secondary color palette should only be used as an accent color to the primary color palette where appropriate.

10 Application of secondary colors with collateral is open for usage regardless of subject color PALETTEMOAA RedPMS: 1807 CCMYK: 0-100-96-28 RGB: 181-18-27 HEX: b5121bMOAA BluePMS: 5463 CCMYK: 100-00-18-83 RGB: 0-55-69 HEX: 003745 MOAA TanPMS: 404 CCMYK: 00-08-22-56 RGB: 136-126-110 HEX: 887e6fWhiteCMYK: 00-00-00-00 RGB: 255-255-255 HEX: ffffffSECONDARY color PALETTEMOAA MagentaPMS: 7420 CCMYK: 0-80-42-20 RGB: 199-74-93 HEX: c74a5dMOAA CyanPMS: 3135 CCMYK: 100-0-16-9 RGB: 0-159-194 HEX: 009fc2 MOAA OrangePMS: 144 CCMYK: 0-48-100-0 RGB: 248-151-29 HEX: f8981dMOAA GreenPMS: 340 CCMYK: 100-0-66-9 RGB: 0-155-122 HEX: 009b7bMOAA Steel BluePMS: 5415 CCMYK: 42-8-0-40 RGB: 93-135-161 HEX: 009fc213525 MOAA Style 12-1311/6/15 4:20 PM1415 PERSONAL FINANCEMILITARY BENEFITSCOUNCIL AND CHAPTERSSURVIVOR ISSUESSPOUSE AND FAMILYTRANSITIONSMOAA BRAND STANDARDSMOAA BRAND STANDARDSPUBLICATION color PALETTEMOAA releases a variety of publications, each with its own category and corresponding color .