Brand Design Guidelines

About These Guidelines

The Faces & Voices of Recovery identity system and the standards for its application are carefully designed to establish a strong, consistent, and memorable presence in the marketplace. These Brand Guidelines serve as a comprehensive resource to ensure that our identity is used correctly across all media and communications. Adhering to these guidelines is essential in preserving the integrity of the Faces & Voices of Recovery brand. Any inconsistent or improper representation can diminish the power and recognition of our identity.

These guidelines balance both rigidity and flexibility. While it’s impractical to cover every possible use case, the most common and practical applications are detailed here. These guidelines provide a framework that allows for creative expression, while still maintaining a unified and consistent brand experience.

Certain elements of our identity, however, must not be altered or compromised. Our communication must always meet the highest standards of quality to reflect the mission and values of Faces & Voices of Recovery. Proper usage of our identity will not only ensure effective communication but will also foster a positive reputation for the brand.

Our Logo & Tagline

The Faces & Voices of Recovery logo has been designed to be dynamic, active, and instantly recognizable. The all-caps and bold typography represent strength, while the rounded forms provide a sense of approachability and inclusivity. The font is specifically selected for maximum legibility to ensure the three most critical elements of our name—Faces, Voices, and Recovery—are always emphasized.

The logomark (symbol) represents advocacy in motion, symbolizing the global movement for recovery. It is inspired by sound waves and longitudinal lines found on a globe, but the abstract rendering also evokes diversity, action, and growth.

Faces_and_Voices_of_Recovery_logo_480

Tagline

Our tagline, "Advocate. Act. Advance.", encapsulates our core mission and purpose. It is both multi-dimensional and balanced, mirroring the journey of recovery itself.

  • In Print Applications: Use the complete tagline whenever possible. This reinforces the full scope of our efforts—advocating for recovery, acting in support, and advancing the cause.
  • In Text Applications: It can also be used selectively. For example, one part of the tagline—“Act.”—can be employed as a focal point in advertisements or messages, depending on the context.

The tagline is also a call to action to the global recovery community, urging individuals to advocate, act, and advance.

Tagline Use

The tagline is best used "locked-up" with the logo, appearing directly beneath it. The tagline should follow the clearspace guidelines to ensure that it remains legible and doesn’t compete with other elements. When placed on a dark background, the tagline should be reversed out in white.

When the tagline appears independently, a minimum clearspace of 0.25 inches around all sides is required.

F&V_brand-design-guidelines_tagline-1     F&V_brand-design-guidelines_tagline-2

Logo and tagline lockup:

  • The tagline is centered underneath the full name and positioned at the distance beneath the type shown here, which is the same in both the vertical and horizontal orientations.
  • The tagline typeface is Brandon Grotesque Medium.
  • Tagline color is Faces & Voices of Recovery Blue 3.

F&V_brand-design-guidelines_tagline-3

Logo Orientations and Sub-Logos

Primary (Horizontal): The horizontal logo is the primary configuration, with the logomark positioned to the left of the name. This version should be used wherever space allows. It can appear with or without the tagline.

F&V Logo_Horizontal_RGB     Faces_and_Voices_of_Recovery_logo_480

Secondary (Stacked): The stacked logo is an alternative for tighter spaces or when the horizontal layout cannot be accommodated. This version places the logomark above the name and, like the horizontal version, can appear with or without the tagline.

    F&V Logo_Vertical_RGB

Logomark Only: The logomark can be used in certain situations but should be deployed sparingly, especially in the initial phases of brand rollout. The connection between the symbol and the Faces & Voices of Recovery brand must be strongly established before this form becomes widespread.

Social Media Logo Usage

On social media platforms, it is often more practical to use the logomark or the logo without the tagline. This optimizes space while maintaining recognition.

Sub-Logos

The following are the logos that we currently use.

Sub Logos
070623_F&V-logos_ARCO 070623_F&V-logos_ARCO_stacked
CAPRSS Logo Logo-CAPRSS-transparent-fs
National Recovery Institute (NRI) logo Logo-NRI-transparent-1500w
F&V_outlined_RDP Logo-RDP-transparent-1500w
Recovery Leadership Summit (RLS) logo RLS_logo_vertical_rgb
032924_AHR_logo_350 F&V_outlined_RecoveryNet
061824_20th-anniversary_logo_outlined

Clearspace & Minimum size

Clearspace

To ensure the logo’s visibility and prominence, maintain a minimum clearspace around it. The clearspace should be equal to the height of the logomark (symbol), ensuring the logo is not crowded by competing graphic elements such as text or background patterns.

Minimum Size

The minimum size of the primary logo is 1 inch wide for print materials and 72 pixels wide for digital applications (e.g., websites, videos). For the secondary logo, the minimum size is 0.75 inches or 54 pixels wide.

F&V_brand-design-guidelines_minimum-size

Brand Colors

Primary Colors

Our primary color palette consists of five shades of blue, ranging from light to dark. Blue symbolizes trust, wisdom, calmness, and loyalty, aligning with the values we represent.

Printing with PANTONE® inks is the desired method of production, but it is not always cost-effective. Accordingly, process (CMYK) and multimedia (RGB and Hexadecimal) equivalents have been provided. Colors will always shift depending on the medium (on-screen vs. printing on paper vs. embroidery, etc.). These formulas (or profiles) are provided for the different mediums to alleviate color shifting as much as possible. However, there will always be discrepancies.

Color
For Print For Screen Accessibility Usage
Pantone (PMS) Process (CMYK) Digital (RGB) Hexidecimal
Blue 1 PMS 7688 C 71, 28, 4, 0 65, 151, 203 #4197cb Black Text | Blue 1 Background -
Blue 2 PMS 7689 C 79, 33, 7, 0 35, 141, 193 #238dc1 Black Text | Blue 2 Background -
Blue 3 PMS 7690 C 93, 47, 15, 1 0, 117, 169 #0075a9 White Text | Blue 3 Background -
Blue 4 PMS 7692 C 100, 69, 24, 7 0, 84, 135 #005487 White Text | Blue 4 Background -
Blue 5 PMS 7694 C 100, 77, 34, 21 0, 65, 107 #00416b White Text | Blue 5 Background -
Secondary Colors
Grey PMS 7540 C 0, 1, 1, 67 84, 83, 83 #545353 Grey Text | (Off) White Background -
Off White - 0, 0, 0, 4 244, 244, 244 #f4f4f4 Off White text | Dark Background -
Orange 1 PMS 7566 C 0, 40, 71, 74 168, 101, 49 #A86531 NRI
Orange 2 PMS 143 C 0, 26, 79, 9 232, 172, 49 #E8AC30 Black Text | Orange 2 Background Podcast
Green 1 PMS 7496 C 1, 0, 78, 52 121, 122, 27 #797A1B RDP
Green 2 PMS 7751 C 0, 3, 66, 25 191, 186, 65 #BFBA41 - -
Red 1 PMS 7421 C 0, 76, 59, 59 105, 25, 43 #69192B White Text | Red 1 Background Events & CAPRSS
Red 2 - 0, 65, 61, 21 201, 71, 79 #C9474F Memberships
Teal 1 PMS 7475 C 32, 0, 0, 51 85, 125, 125 #557D7D Trainnings
Teal 2 PMS 550 C 28, 1, 0, 24 140, 192, 194 #8dC2C3 Black Text | Teal 2 Background -
Purple 1 PMS 268 C 41, 62, 0, 49 77, 49, 130 #4C3181 ARCO
Purple 2 - 28, 43, 0, 29 130, 103, 181 #8267B5 Advocacy

Consistent use of color will help build strong brand recognition. It is possible for an organization to “own” certain colors, by leaving a lasting impression through identification of the organization with a specific color palette.

Using primary and secondary colors as background block and testing with white, black and 5 #2A4469(blue) as text color the following will pass.

Color Reproduction

Printing: PANTONE® Spot Color
Use the PANTONE® color codes provided for accurate color matching in print. The PANTONE® Matching System (PMS) guarantees color consistency across different production runs.

Printing: Four-color Process (CMYK)
For full-color printing, use the CMYK equivalents of our PANTONE® colors. Be mindful that color shifts may occur depending on the paper type and printer settings.

Digital: On-screen (RGB)
Use RGB values for digital media, including websites, videos, and digital ads. Keep in mind that color variations may occur across different devices.

One-color Logo

Black:

Whenever possible the Faces & Voices of Recovery logo should appear as the color version on white. However, there will be instances when reproduction limitations will not allow for the primary logo to be reproduced effectively. A black logo is allowed when media reproduction is one color.

We have two options for one-color logos. The first is 100% black. The second is made up of tints of black (values shown to the right) which is still considered a one color logo.

The tagline is also black in the one-color version.

F&V_brand-design-guidelines_black-logo

 

Use only the approved electronic artwork. Never alter, add to, or re-draw the logo in any way.

Logo on a Background

The color logo can appear on solid-colored light backgrounds. It should primarily be used on a white background. Use the full-color logo on backgrounds that are light enough to allow all of the logo colors to be seen clearly. For darker backgrounds, use the reversed-out version of the logo as shown on page 15. These guidelines apply to all orientations of the logo.

F&V_brand-design-guidelines_color-background

Reversed-OUT Logo

When using the logo on dark colors, use the approved reversed-out version of the logo as shown on this page. All type, including the tagline, will be in white. These guidelines apply to all orientations of the logo.

We have an alternative reversed version of the logo that is built from transparent whites (shown below). When placed on top of any color or image, this logo file will produce the different shades of the mark.

F&V_brand-design-guidelines_reverse-logo_1

F&V_brand-design-guidelines_reverse-logo_2

Incorrect Logo Usage

To maintain brand integrity, never alter or distort the logo. This includes:

  • Stretching or squashing the logo
  • Changing the color scheme
  • Adding or removing elements
  • Using outdated logo versions
  • Overlaying the logo on inappropriate backgrounds (e.g., highly textured or busy patterns)

For reference, examples of incorrect logo usage are provided in the original document, but these are not exhaustive. Always ensure that the logo maintains its clarity and recognizability.

F&V_brand-design-guidelines_incorrect-usage

In an attempt to avoid common mistakes when using the Faces & Voices of Recovery logo, several examples of incorrect usage are displayed here for reference. These variations are representative, however, not all-inclusive.

Logo Typeface & Our Name in Text

Logo Typeface

The Faces & Voices of Recovery logotype is set in Brandon Grotesque Bold. Do not, under any circumstances, substitute another typeface for the logotype, or attempt to redraw the logo.

Do not alter the letter spacing under any circumstances. Also, do not alter, distort, condense, expand, or italicize the typeface.

Do not use our logo typeface for anything other than the logo and tagline.

Our Name in Text

Anywhere our name appears in text it will be treated as a proper noun as shown to the right.

Never use our logo as part of a sentence.

See what    FV-Logo_Horizontal_RGB-800w_not-usecan do for you.

How Faces & Voices of Recovery should always appear in text:

The Faces & Voices of Recovery identity system and the standards for its application are designed to create a strong and memorable position in the marketplace. These Brand Guidelines will help you to use our identity and image properly and consistently. Inconsistent representation of the Faces & Voices of Recovery identity could erode the integrity of our brand.

Corporate Typeface

Primary Typeface:

The primary corporate typeface for all communications is Open Sans, a highly legible sans-serif typeface. It provides a range of weights and styles to support a variety of textual elements.

Secondary Typeface:

When Open Sans is unavailable (e.g., in emails or certain document formats), use Verdana, which is commonly installed on most systems.

Seasonal Corporate Typeface:

Script Font: Evalfey Variable

Typeface Guidelines:

  • Open Sans Regular: For body text and large paragraphs.
  • Open Sans Semibold or Bold: For subheadings, bullet points, and emphasis.
  • Verdana: For fallback usage when Open Sans is not available.
  • Evalfey Variable: Script font used seasonally when a script is needed.

  • Above The Beyond: Font used for signature on graphics.

Open Sans Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz | 1234567890

Open Sans Light Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz | 1234567890

Open Sans Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz | 1234567890

Open Sans Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz | 1234567890

Open Sans Semibold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz | 1234567890

Open Sans Semibold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz | 1234567890</

Open Sans Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz | 1234567890

Open Sans Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz | 1234567890

How to install Primary fonts:

  1. Click on the Open-Sans-Font link (below) to start downloading.
  2. Find the downloaded file in the downloads folder or your default downloads location and double-click on the file to unzip it.
  3. Open Font Book App: CMD-spacebar on the keyboard or go to find, top right search icon Search icon PNG and SVG Vector Free Download and type: Font Book. Select the program in the search and open the program.
  4. Select the main folders from the zip folder that was previously opened in the window and drag and drop it to the Font Book app.
  5. A pop-up will appear and click Install or replace (if this is the option), repeat this step until all fonts are installed or until the pop-up disappears and you see the three font families installed in the font book app.
  6. Close all windows and move the downloaded folder and zip file to the trash.

Letterhead Templates

The following are our letterhead templates, with the main logo, ARCO logo and CAPRSS logo.

Powerpoint Templates

Working with the Template

Open on desktop app

  • display issues on web version

Save to SharePoint or upload after saving to desktop (try to avoid multiple files in multiple locations)

Use one text box on slides

  • Convert text box to 2 columns if needed
    • Select the text box > shape format menu > open format pane > shape options tab > text box dropdown > columns button > 2 columns spacing 0.25”

Avoid one word on on last line by applying a soft return to wrap down two words

  • Place mouse courser on on start of word to wrap > hold shift and press return

Check Accessibility

  • Review tab > check accessibility button

Clear all Formatting to default to template settings

  • Select all text inside textbox > Home > Clear all Format

Available Slides on template:

4 Title/Open slides:

2023 PPT template image sample 1

3 Divider slides:

2023 PPT template image sample 2

3 Content slides:

2023 PPT template image sample 3

2 end/Close slides:

2023 PPT template image sample

Accessibility

Add file Meta Data
  • File > Properties
    • Fill out the summary section
Check the overall Accessibility of the PPT deck
  • Review tab > check accessibility button
  • If multiple text boxes are used place text boxes in reading order using
    Selection Pane

    • Review > check accessibility drown down > Select Pane
      • Place the elements in opposite order: the item placed at the bottom will be read first and item on top will be read last. In Reading Order Pane it is the opposite of Selection Pane.
      • Table also need to be accessible by defining the header row and text rows
Add alt text to all images inserted to all presentation
  • Click on the image > shape format > alt text
  • Give credit to photographer
    • Add the following credit line to images: “Photo by (photographer) on (website it was downloaded from)”
    • Most free sites give you this credit line to copy and past if not follow the above structure, preferred hyperlinked if not that is ok too

071923_ppt-example_image_alt-text

Example of Credit line from free site:

071923_example-credit-line_unsplash

Where to search for images

FREE:

PPT insert image option

Purchase:

Final Check list to follow before submitting to Marketing for review

  1. Name Convention
  2. When copy and Paste double check all text boxes for correct font
    • Verdana minimum 18pt
  3. One text box per slide (if possible)
  4. Check Accessibility
    • Add Alt-text to images
    • Tables have a header row defined under table design
  5. Double check fonts on all slides
  6. Remove any black slides from the template deck not being used
    • Remove the section titles
  7. Right click on section title remove all
  8. FREE accessibility online training: https://www.section508.gov/training-home/#Onlinetraining
    • Section 508 Awareness
    • MS Word & Accessibility Best Practices
    • Training Videos
      • MS Word
      • How to Author
      • Test MS PowerPoint Presentations for Accessibility

 

Social Media Live event images

Get Consent to Post

BASIC CONTENT

  • Images or Videos
  • 3 minimum

EVENT INFO NEEDED

  • Name of person in picture
  • The represented org
  • Event name/title
  • Location of event

INFLUENCER-LEVEL CONTENT

  • Take a boomerang
  • Start a live stream
  • Get a business card
  • Get social media handles

CONTENT EXAMPLES

Good
  • A pic of our booth after setup
Better
  • A pic of staff at our booth
Best
  • A pic of staff & non-staff chatting

QUICK TIPS

Have fun & get creative!
  • Ex: Beautiful setting/scenery
  • Ex: Candid moments to humanize staff members
Know F&V handles/hashtags:

#facesandvoices
#advocate4recovery
#RecoveryCommunity
#addictionrecovery
#wellness

Steps to be successful in posting event images to social media

  1. Tell us event details at weekly staff meeting

  2. Take photos/videos at the event

  3. Upload with details to Event Images in Slack

  4. Marketing team creates the online post

Web - Sizes

Web Image Specs

  • Hero images: 2400px X 1200px @ 72ppi
  • Featured images for events: 2800px X 800px @ 72ppi
  • In the News posts: 2400px X 1600px @ 72ppi
  • Headshots: 1200px X 1200px @ 72ppi

! add alt text to all images; alt text is the description of what is happening in the image i.g: people in group talking, ARCO logo, etc. !

Social Media Graphic Specs

  • All social Media: 1080px X 1080px
    • If exporting from Canva or Adobe Express, export 2x the quality 2160px X 2160px to prevent pixelation
      • Social media sites have a compressor built in which will compress too much if exported at 1x vs 2x the quality
      • If exporting as jpg quality set to 100%

Facebook

Event Cover

LouiseM-facebook-event-header-template-2023 (1)

  • Facebook Event Cover
    • Standard 16:9: 1920 x 1080
      • Desktop Crop: 1920 x 1005
      • Desktop preview: 1920 x 710
      • Mobile Crop approx. 1730 x 1080 (vertical)

Facebook Cover (not event)

image from website for Facebook cover dimensions

  • Facebook Cover Photo (not event)
    • Standard: 1640 x 720 (820×360)
      • Desktop crop: 1640 x 624 (820 x 312)
      • Mobile crop: 1280 x 720 (640 x 360)
  • Facebook Group Cover
    • 1640 x 858px

Twitter

  • Cover size: 1500 x 500

Podcast

  • Cover Size: 3000 x 3000

Flyer

  • Usually printed and does not need accessibility
    • 8.5 x 11 (letter size)

Blog Post

  • Cover Size: 2400 x 1600

Naming Convention

Best Practices:

  • Date of creation/revision
    • Start with the date of creation or update date when editing the file and save as vs overriding the original file, this practice will let you keep an old doc with old information to refer back to if needed
    • We want to have the most up to date information on a file, the date helps identify when it was edited last without looking at the meta-data/file info
  • Avoid special characters and spaces in a file name
    • periods (.) or slashes(/)
    • /?.>,<‘;”:]}[{\|=+!@#$%^&*()
    • When adding periods Sharepoint gives syncing errors
  • Saving
    • Save to Sharepoint vs desktop (if saved to desktop upload to have it backed up). We want to prevent too many multiple files floating around or saved in multiple locations
  • Archive old files
    • Create a “zold” or “old” folder to save old files and start digitally archiving them while having the most up to date file up front
  • Use underscores (_) for main section spaces and dashes (-) for description spaces
    • …_F&V_annual-report_…

Include the following:

  • Add a date at the beginning
    • Adding the date up front will facilitate computer aided date sorting
    • Tells individuals last revisions made
    • Format: MMDDYY (month-day-year): 010123
  • Add the program/department
    • Include a short description, department and/or program
      • F&V, arco, trainings, ops, marketing, or programs
  • Add a short description of what the file is
    • “…_how-to-become-member_…” or “…samhsa-headshot_…”
  • Add the “type”
    • flyer, ppt, sm or social, poster, etc.
  • Add dimensions/pixels for web graphics
    • …_600x600…
  • Include a version number/final if applicable
    • v# or draft/final

Examples:

date_program/department_description-use-dash-for-spaces_type_(v#)/(size)_draft/final
  • 010121_arco_mary-samhsa-headshot_original.png
  • 010121_arco_mary-samhsa-headshot_cropped_600x600.jpeg
  • 010121_arco_mary-samhsa-headshot_600x600.jpeg
  • 010121_f&v_arco_how-to-become-member_sm_1080x1080.jpg
  • 010121_caprss_benifits-of-accreditation_flyer_v4_final.pdf

NOTE: .png, .jpeg, .pdf, .xls, .doc etc. are extension of file, they are automatically added by computers

Everyday Phrases

Coming Soon!

These guidelines are designed to ensure that Faces & Voices of Recovery is consistently and professionally represented in all forms of communication, from print materials to digital media. Following these standards will reinforce our mission, build recognition, and create a lasting impact in the recovery community.