USO Brand Style Guide

USO Brand Style Guide
Table of Contents
Introduction............................................................................3
I. About the USO.....................................................................4
A. USO Mission
B. USO Vision
C. USO Core Values
D. USO History Summary
E. USO Boiler Plate
F. The USO Brand Advantage
G. About the USO Name, Logo and Tagline
II. The USO Logos....................................................................6
A. Spot Logo
B. Patch Logo
C. USO Spanish Version Logos
D. USO Center, Volunteer and Program Logos
III. USO Logo Colors................................................................8
IV. Approved USO Fonts.........................................................8
A. Calibri
B. Frutiger
V. How to Use the USO Logo.................................................9
A. Determine the use
B. Determine the logo style
C. Determine the background
D. Determine the format
E. Spacing and Safe Areas
VI. Improper Use of the Logo.................................................11
VII. USO Logo Co-Branding Rules..........................................12
A. Guidelines
VIII. USO Logo for Email Signatures......................................14
A. Format
B. Set-up
IX. USO logo for Business Cards............................................17
A. Front and Back of Card Description
B. Social Media options
X. USO Logo FAQs..................................................................18
2
Introduction
Defining and developing a great brand takes a great deal of effort. This effort not only comes in the form of understanding
the perceptions of our brand today, but also defining what those perceptions will be in the future. At the heart of a strong
brand is its logo – the recognizable symbol that identifies the company to the general public as well as its key audiences (staff,
customers, donors, etc.).
The USO logo is one of the most highly recognized marks in the United States and internationally. It represents all the people
who work and support the USO, as well as our programs, services and entertainment that we provide to our troops and
their families. The integrity behind our logo needs to be maintained. It is important that we ensure that the USO logo always
positively reflects our great organization.
This USO Brand Style Guide is provided to create and maintain a distinct, consistent graphic representation of our brand across
all communications and materials. This tool will help build and preserve the USO’s brand recognition, while distinguishing our
identity and clearly conveying our organization’s core philosophy. Consisting of a number of distinct graphic elements, our
logo style guide ensures that our visual identity continues to be unique, engaging and memorable.
The information in this style guide is a resource for all staff, board members, volunteers and other stakeholders to ensure the
proper application of the USO logo and brand across all points of contact with the USO. It should be followed and utilized to
the greatest extent possible. Deviations must be minimized and must be approved by the Senior Vice President of Marketing
and Communications.
Thank you for taking the time to review the USO Brand Style Guide and ensure that our standards of excellence are protected.
For questions regarding the style guide please contact Jay Sternberg, Director of Marketing Materials, at 703-579-0848 or
[email protected], or Margi Kirst, Vice President of Marketing, at 703-579-0846 or [email protected].
Frank Thorp
Senior Vice President
Marketing and Communications
3
I. About the USO
A. USO Mission
The USO lifts the spirits of America’s troops and their families. When written in long form correspondence, there is one
allowed deviation which is “The USO lifts the spirits of our troops and their families.”
B. USO Vision
To be the “go-to” organization for providing the support to troops and their families that they so richly deserve, creating
an emotional bond between the USO, the military, their families and the American people. The USO is there when needed.
C. USO Core Values
1. Mission First
2. Do the Right Thing
3. Respect
4. Excellence
5. Collaboration
6. Accountability
7. Gratitude
8. Innovation
D. USO History Summary
The USO is a nonprofit organization chartered by Congress in 1941 at the request of President Franklin D. Roosevelt. The
USO is not a government organization or agency. The USO is the acronym for United Service Organizations, which represents
the original six organizations who joined together to create the USO: The Salvation Army, Young Men’s Christian Association,
Young Women’s Christian Association, National Catholic Community Services, National Travelers Aid Association and the
National Jewish Welfare Board. The USO provides goods and services, produces celebrity entertainment tours and delivers
family-oriented programs to U.S. Forces and their families, and offers communications and recreation support at more than
160 USO locations around the world. A longer and continuously updated version of the history of the USO is available by
contacting the USO Marketing and Communications Department.
E. USO Boiler Plate
The USO boiler plate is to be used for all explanations of USO, Inc. and is kept updated by the Marketing and Communications
Department. As this changes monthly, please visit oneuso.org for the most current version.
F. The USO Brand Advantage:
The USO name and brand represent both the power and the potential of our donors, volunteers and employees who support
the military and their family members.
Being associated with the USO establishes an extremely valuable alignment with a strong, patriotic organization that supports
the troops and their families. The USO means what it says, and the USO logo and brand has an overwhelmingly positive
association with the U.S. Armed Forces, our sponsors, partners and the American people. The USO brand:
• Represents a commitment to America’s troops and military families
• Adds credibility to organizations/companies who partner with us
• Helps differentiate from similar agencies/organizations
4
G. About the USO Name, Logo and Tagline
USO stands for United Service Organizations. For all communications and material, refer to the organization as the USO.
Some people may express interest in learning the origin of the USO name. In that context, it is correct to refer to the USO
(United Service Organizations) - not United Services Organizations (USO). Ensure that the word “Service” is singular and the
word “Organizations” is plural.
The USO logo is comprised of three key elements. The red, white and blue color scheme represents the USO’s patriotic
heritage and the American troops and families we serve. The six stars represent the six organizations that joined together
to establish the USO and support our troops. The letters “USO”, centered in the logo, is our name and the organization’s
identity. There are two versions of the USO logo: the Patch Logo and the Spot Logo. Both logos are supplied in CMYK and
RGB colors. The Spot Logo is also supplied in 2-color PMS format and gray scale format. Both logos are supplied in all formats
with and without tagline.
The USO tagline, “Until Every One Comes Home”® is a registered trademark and may not be manipulated or changed under
any circumstances. The USO tagline is part of the logo and should never by typed out next to or under the logo.
Registration Marks and USO Logo Approval
The USO name, the USO logo and the tagline, “Until Every One Comes Home®”, are registered trademarks of USO, Inc. The
® mark must appear at the lower right of every logo image and at the upper right after every tagline. Use of the name, logo
and/or tagline without written permission of the USO is prohibited. It is unlawful for other organizations to use the USO logo,
USO name or the phrase “USO show” (or even “USO type show”) without permission. Approval for use of the USO logo and
name may be requested from the USO Marketing & Communications Department.
5
II. The USO Logos
There are two USO Logo designs that are approved; a Spot logo and a Patch logo.
The USO Spot logo can be used in full color, two color or black and white. The Spot logo is used universally on most marketing
products, including silk-screen imprints on t-shirts and other products, but should not be used for clothing embroidery. It
should also be used for advertising purposes (print and broadcast) because it works on all types of backgrounds, including
simple and busy backgrounds, like heavy textures, patterns and color combinations, and when placing on a photograph. It
should be also used if there are other logos involved in the artwork/creative.
The USO Patch logo is a full color logo and is never black and white. It should be used for embroidery on clothing, like hats,
polo shirts or dress clothing, and marketing products. It can be used on marketing materials and advertising where the Patch
logo is alone (no other logos are used) and when it is placed against a solid background.
The USO Spot logo should be used as the first option whenever possible for all marketing material and product needs.
A. Spot Logo
1. With Tagline
Without Tagline
B. Patch Logo
1. With Tagline
Without Tagline
®
C. Use of Mandatory Trademark Symbols
6
C. USO Spanish Version Logos
The USO is making a significant effort to reach Spanish-speaking Americans. For opportunities with Spanish-speaking
media or service members, use the Spanish tagline, “Hasta que cada uno regrese a casa®.”
®
Hasta que cada uno regrese a casa.®
Hasta que cada uno regrese a casa.®
D. USO Center and Program Logos
The USO logo is used to identify our centers and programs. The USO center and program logos are used on both web and
printed marketing materials. In these instances, the USO center or program name should appear under the USO logo or in the
horizontal format shown below. The center or program names cannot be above or in front of the logo. The USO center and
program logos should never be used within text, but should be written out completely, for example USO Warrior and Family
Care. When writing the name of the center or program do not include the “|”, i.e. USO Metropolitan Washington. The center
logos are available online. To view the center logo files visit: https://uso.box.net/centerlogos. USO Program logos should be
requested through USO Marketing and Communications team.
1. Center Patch Logo
Center Spot Logo
Center Horizontal Logo
Metropolitan Washington
Metropolitan Washington
Center Volunteer Spot Logo
3. Program Emblem Logo
Program Horizontal Logo
7
III. USO Logo Colors
The Pantone ink colors used in the USO Spot Logo and any related graphic elements are PMS 187 Red and PMS 281 Blue.
These colors are embedded in the 2 Color Spot Logo EPS files. The corresponding CMYK (cyan/magenta/yellow/black) build
values are Red = 22/100/ 85/14 and Blue = 100/89/31/3. The corresponding RGB web colors are Red = 179/27/52 and
Blue = 0/37/105. The HEX codes are B31B34 Red and 002569 Blue.
PANTONE
187
PANTONE
281
CMYK
22/100/85/14
CMYK
100/89/31/30
RGB
179/27/52
RGB
0/37/105
HEX
B31B34
HEX
002569
IV. Approved USO Fonts
There are two approved fonts for USO’s marketing materials are Calibri and Frutiger. Please contact Jay Sternberg, at
703-579-0848 or [email protected], with any questions. See below for examples of Calibri and Frutiger font:
A. Calibri
Calibri Regular
Calibri Bold
1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Calibri Italic
Calibri Bold Italic
1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
B. Frutiger
Fruger Light
Fruger Light Italic
Fruger Black
1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Fruger Roman
Fruger Italic
Fruger Black Italic
1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Fruger Bold
Fruger Bold Italic
Fruger Ultra Black
1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 !@£$%^&*()-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
8
V. How to Use the USO Logo
A. Determine the use
The logo files are organized into two groups based on usage:
• Print Quality
Print logos are typically large, high-resolution files. They should be used for printed pieces and premium items, like brochures
and signs. Some of these files may not be deliverable through e-mail due to their large size. Instructions found later in this
document will explain ways to send high-res files via the Internet for free.
• Web Quality
Web logos are typically small, low-resolution files. They are intended for use in digital media displayed on computer monitors
or mobile devices. These files are appropriate only for Web-based application and usage. Due to their small file size, they
can easily be e-mailed.
B. Determine the logo style
The logo files are organized into two groups based on style:
• Patch Logo
The Patch Logo is a full color logo. It is typically used for embroidery on clothing and marketing products. It can be used on
marketing materials and advertising where the Patch logo is alone (no other logos are used).
• Spot Logo
The Spot Logo can be used in full color, two color or black and white. Some printing applications will demand the use of
the vector based (.eps) versions of the Spot Logo. The Spot logo is used universally on most marketing products (outside of
embroidery on clothing). The Spot logo is also used in advertising because it works best across all backgrounds (simple or
busy) and matches the style of other company logos on the page.
C. Determine the background
The logo files are organized into two groups based on the background color. On dark backgrounds, the tagline or center
name and registration mark are white. On light backgrounds, the tagline or center name and registration mark are black.
If the background is somewhere in between, make your decision based on whether white or black words are more visible
against it.
• Logo on Light Background:
• Logo on Dark Background:
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D. Determine the format
The logo files are provided in a number of formats including EPS, JPG and PNG. Files can be identified by the suffix on the
file name (.eps, .jpg and .png).
Logos for use in Print Layouts against a white or light background
Logos for use in Print Layouts against a black or dark background
E. Spacing and Safe Areas
Copy and images should stand clear of the logo in all directions by a factor equivalent to one half the height of the blue
panel that holds the stars and lettering. The USO logo should not be overlapped or touched by other design elements or
logos. The USO logo should always have the registered ® in the right corner visible on all marketing materials and products.
1/2 A
1/2 A
1/2 A
1/2 A
1/2 A
1/2 A
A
®
1/2 A
1/2 A
10
VI. Improper Use of the Logo
Historic Logos
The USO has a rich history of supporting our troops and their families worldwide and the USO logo has evolved over time
into its current look and feel. Below are reference examples of the logos that had been used in the past. These historic
logos cannot be used in any of our current marketing materials and all products and materials with these logos should be
updated with the current version(s) of the USO logo. Using an older version of the logo and historic logos is not permitted.
Historic logos may only be used for historical purposes, i.e. 75th Anniversary, 100th Anniversary celebrations, etc. and require
approval from USO Inc. before production. On pages 6,7 and 8 of this document the current USO logo has been specified.
Logo Distortion
The USO logo should always be flat and horizontal to the bottom of the page or document it is placed on. The logo should
not be angled up or down in any way. The USO Logo is a registered trademark and may not be distressed, manipulated
or changed under any circumstances. Please do not distort, change or alter the logo or tagline provided in any way. Using
elements of the USO logo separately as part of another layout or design an infringement of the logo and is prohibited.
Examples of improper usage are shown below.
DON’T DISTRESS
DON’T CHANGE
TAGLINE POSITION
DON’T LEAVE OUT
® SYMBOL
DON’T STRETCH OR DISTORT
DON’T CHANGE COLOR
DON’T USE THE LOGO IN THE
MIDDLE OF A SENTENCE
I support the 11
and our troops.
VII. USO Logo Co-Branding Rules
The USO recognizes that licensing brands can be a powerful method for extending our general awareness, increasing
brand power and generating growth and fundraising. The overall goal of this policy is to protect, strengthen and broaden
the USO’s brand. With this in mind, the USO brand, name and logo may only be used in connection with a partner or other
third party, provided that it has written authorization from the USO, and the use of the logo in design has been approved
in advance by the Director of Marketing Materials.
A. Guidelines
1. Recognizing the USO
a. The USO should be recognized in any major organizational communications efforts.
b. Recognition should come in the form of logo placement on all communications.
c. Communications include, but are not limited to:
• Web sites
• Brochures, pamphlets, flyers and other marketing pieces
• Advertising efforts, including billboards and online
• Building signage
• Event communications, such as T-shirts, programs and tent cards
• Presentations
• Broadcast and media platforms
2. Logo Guidelines
a. The USO logo cannot be altered.
b. The USO logo should appear secondary only to the partner organization’s logo.
c. The USO logo position and size should be decided by the designer of the collateral materials in line with the
look and feel of the materials. However, all designs using the USO logo must be approved by USO’s Marketing
Department prior to production.
d. Our logo must always be clearly legible
e. If the logo is resized, this must be done proportionally to the original
f. The USO prefers the color version of the logo be used when printed.
g. If, however, printed in only one color, the black and white version or the all white version will be used.
3. Logo Co-branding Specifications
a. The USO logo must be used prominently on all materials that are part of the campaign per the specifications
of the agreement with the USO.
b. If the initiative has developed its own special logo/identity marks, the secondary logo must not compete
with the USO logo and must be placed elsewhere on the materials.
c. Keep the integrity of the USO logo. Do not combine the USO logo with any other logos, or use its elements
to create other logos.
d. All naming should clearly describe the program/initiative and should not be confused with other official
programs and initiatives of the USO.
e. For specific needs, initiatives or campaigns, the USO may develop an identity program with a partner as a
special instance of the USO logo. For example, USO Operation Enduring Care or Operation USO Care
Package have a specially configured logo and identity program. But in all cases, the integrity of the USO
12
name and marks must be protected and must be developed in conjunction with the approval of USO
Marketing and Communications.
f. A nonprofit, individual or corporate partner must not create its own logo and cannot add to the USO logo
to create a logo of its own.
g. The USO logo should not be adapted or altered for various uses, including brochures, reports, signage, and
other standard communications.
h. Keep the USO logo clean – nothing can go on top of it or touch it. For all ads and marketing materials, the
USO logo must be spaced away from all other logos so that it can stand on its own.
i. The USO Logo should not be used in the middle of a sentence. For sentences and phrases, use the text
“USO” or “the USO”.
4. Approval Process
a. Any USO partner or third party user must sign a trademark authorization form or logo usage form prior to using
the USO logo.
b. Any printed or electronic pieces for fundraising and development featuring the USO logo MUST be approved by
the USO’s Marketing and Communication Department prior to production. It is imperative for the USO to have full
knowledge of how, where and when its logo is being used.
c. All communications pieces must be sent to the USO’s Marketing and Communication Department a minimum of two
business days prior to the production or “go live” date to ensure adequate time for approvals.
d. All pieces must be sent to BOTH:
1. Margi Kirst, VP of Marketing
a. Phone Number: 703-579-0846, Email – [email protected]
2. Jay Sternberg, Director of Marketing Materials
a. Phone Number: 703-579-0848, Email – [email protected]
3. OR mailed, when appropriate, to Margi and Jay’s attention at:
USO Inc.
2111 Wilson Blvd, Suite 1200
Arlington, VA 22201
4. The USO’s Marketing Department WILL respond to your approval request within two business days.
5. Final copies of all communications pieces should be sent to the address above for the USO’s records.
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VIII. USO Logo for Email Signatures
A. Format
In the digital age, email is one of the most common forms of communication for personal and business purposes. Email
provides a special marketing opportunity to use the USO logo and expand awareness and knowledge about the organization.
Therefore, we require that all USO email signatures are consistent in their format and content during correspondence.
1. Set Font and Text for Email Signature
a. The USO standard email text should be:
Font Style: Calibri regular
Font Size: 10-point
Text Color: Black
2. Required Contact Information for Email Signature
There are two types of email signatures: Full and Minimum
a. Full Email Signature
• First name and Last Name
• Title
• USO or USO Center Name
• Street Address
• City, State and Zip
• Phone #
• Fax # (optional)
• Email Address
• Web-site Address
• CFC # (optional), (USO Facebook page is optional), (USO Twitter page is optional), (USO Blog is optional)
• The USO Mission: The USO lifts the spirits of America’s troops and their families.
• USO Spot Logo without tagline
Sample Full Signature:
Jay Sternberg
Director, Marketing Materials
USO
2111 Wilson Blvd., Suite 1200
Arlington, Virginia 22201
Phone: 703-579-0848
Cell: 214-293-9027
Fax:703-908-6402
Email:[email protected]
Web:www.uso.org
CFC #: 11381
www.facebook.com/theUSO
www.twitter.com/the_USO
blog.uso.org
The USO lifts the spirits of America’s troops and their families.
14
b. Minimum Email Signature:
For all reply emails or forward emails, USO employees and center staff can use a Minimum Email Signature. A
minimum email signature includes:
• First name and Last Name
• Title
• USO or USO Center Name
• Phone #
• Email Address
Sample Minimum Signature:
Jay Sternberg
Director, Marketing Materials
USO
Phone: 703-579-0848
Email: [email protected]
3. Location of Signature Information and Logo on Emails
a. The USO signature is left justified and must contain the appropriate logo and contact information.
B. Set-up
1. Email Signature Set-up for PC Users
a. Open Microsoft Outlook.
b. In the main tool bar, click on “Tools”.
c. Click “Options” at the bottom of the drop down menu.
d. On the top of the Options box, click on the tab “Mail Format”.
e. Click on the “Signatures” button near the bottom of tab.
f. Click “New” and type the name “MAIN”. Click “OK”.
g. In the text box below, type in your contact information (see sample below).
1. To attach the USO logo on your signature, click on the “Picture” icon on the right side of the box.
2. On your computer go to the shared drive. The folder name is: J Drive/ Logos/USO Logos/Spot Logo wout Tag for Web.
3. Select the USO spot logo. Click “Insert” at the bottom of the box.
h. In the “Choose Default Signature” area on the right, select your email in the “E-mail account” dropdown, and select
“Main” in the “New messages” and “Replies/forwards” dropdowns.
i. Click “OK” to exit the “Signatures and Staionary” box and “OK” to exit the “Options” box.
2. Set-up For Mac Users
a. Open Microsoft Outlook.
b. On the top left hand tool bar (next to the Apple icon) click on Outlook. On the drop down menu, select Preferences.
c. In the Outlook Preferences box, go to the E-mail row and click on Signatures.
d. In the Signatures box, click on the “+” in the bottom left corner.
e. An “untitled” option will appear in the signature name area above. Label this “MAIN”.
f. In the Signature text box on the right, enter the content for your signature. You can format your signature by clicking
on the Format menu in the top toolbar and then choosing Text, Font and so on.
15
1. If you want to add the USO logo on your signature, first open the program Microsoft Word.
2. In the main tool bar, click on “Insert”. Click “Photo” in the middle of the drop down menu and slect “Picture
from File”.
3. Browse to the shared drive – J Drive/ Logos/USO Logos/Spot Logo wout Tag for Web. Select the logo.
4. Right click the logo and select “Copy”.
5. Navigate back to the Outlook Signatures box. Set your cursor in the space where you want to insert the logo.
Right click and select “Paste”. The logo will be inserted.
g. Click the Default Signatures in the bottom right corner.
h. In the window, select your email account.
i. In the Default Signature click on the drop down arrow and select “MAIN”.
j. Click OK.
k. Close the Signatures box.
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XI. USO logo for Business Cards
A. Front and Back of Card Description
USO business cards serve as another marketing and brand touch point with the USO logo. The format and content on the
business card must be consistent. USO staff and centers should order business cards through the USO preferred vendor to
ensure consistency in the look and feel. Ordering from another provider requires permission. On the front of the business
card we require that all business cards include:
• First name and last name
• Military Rank (optional)
• Title
• Department
• Address, City, State and Zip
• Office #
• Cell #
• Fax #
• Email address
• URL
• Face
For USO Centers Overseas: There are USO Centers located around the world who must have the opportunity to do business
in the native language of the country they reside in. For USO staff members overseas who require a business card with a
second language, use the following format with the standard USO business card template on one side and then the country
language and code for the back of the card. The USO logo for all cards stays the same. Only the address under the logo
changes. See sample:
USO Rome Center
Via Vespasiano, 44
Roma - 00193 (Vatican Area)
Name Here
Nome qui
Director
Direttore
Office 0039-06-397-27-41
Cell 0039-06-397-27-41
Fax 0039-06-397-54-249
[email protected]
www.uso.org
www.facebook.com/theUSO
www.twitter.com/#!/the_USO
Tel 0039-06-397-27-41
Cellulare 0039-06-397-27-41
Fax 0039-06-397-54-249
[email protected]
www.uso.org
www.facebook.com/theUSO
www.twitter.com/#!/the_USO
USO Rome Center
Via Vespasiano, 44
Roma - 00193 (Vatican Area)
Front of Card
Back of Card
B. Social Media options
Because of space limitations, the design of the business card only allows the user to add 2 additional areas under the URL.
The optional categories to include on business cards are include:
• USO CFC #
• USO Facebook page
• USO Twitter page
• USO YouTube page
• USO Blog
Check with you supervisor to determine which options would meet your department’s needs and contact marketing and
communications team if an option is not listed above that your staff needs added.
17
X. USO Logo FAQs
1. What are the USO Logo Colors?
The USO Logo Colors are:
• The PMS colors are 187 Red and PMS 281 Blue.
• The CMYK build values are Red = 22 Cyan, 100 Magenta, 85 Yellow, 14 Black; and Blue = 100 Cyan, 89 Magenta,
31 Yellow, 30 Black.
• The RGB web colors are 179/27/52 Red and 0/37/105 Blue.
• The HEX codes are B31B34 Red and 002569 Blue.
2. What is the difference between the USO Patch Logo and the USO Spot Logo?
The Patch Logo was created to resemble a military unit patch. It is rendered as a raster illustration. The Spot Logo is
based on the Patch USO logo. It is rendered as flat color vector artwork. Either logo can be used in 4-color process
printing.
3. Are there any limitations with either the Patch or Spot Logos for printing?
Only the Spot logo can be used in 2-color or 3-color printing and only with the specified PMS inks. For instance, only
the Spot logo can be used for silk-screen printing.
4. When should I use the Patch Logo and when should I use the Spot Logo?
Always try to use the USO Spot logo first. However, there are occasions where the Patch logo would work.
General guidelines are:
• Use the Spot Logo when placing it on a photograph. The spatial reality of the photo can conflict with the spatial
reality of the Patch Logo.
• Use the Patch Logo when placing it against a solid background. The drop shadow creates a desired depth.
• For advertising purposes (print and broadcast), use the Spot Logo.
• Use the Spot Logo on busy backgrounds; this includes backgrounds with heavy textures, patterns, color
combinations, etc.
• If there are other logos involved in the artwork/creative, always use the USO Spot Logo.
• Use Patch Logo to embroider hats, polo shirts or dress clothing
• Use Spot logo for silk-screening t-shirts or other products.
5. I am a company who wants to use the USO Logo. How do I get the logo?
Use of the USO logo requires a partnership agreement with the USO. Once partnership agreement with the USO has
been reached, please contact Jay Sternberg at [email protected] for assistance with logo usage and formatting.
6. Where can I find the USO Logo?
The USO logos are posted on Box.net.
• You can find the Spot logo at this link: https://uso.box.net/shared/lfhue06o8q
• You can find the Patch logo at this link: https://uso.box.net/shared/0tk8lku8x9
• You can find the USO Centers logo at this link: https://uso.box.net/centerlogos
Please contact the Marketing and Communications Department if you have any difficulty downloading the files or do not see the logo you are looking for.
7. Are there guidelines for using the logo in an email signature?
Yes. For USO employees, the USO spot logo is the appropriate logo to use in an email signature. Please refer to the
email signature guidelines document on oneuso.org or see below on page 16 for more detailed information.
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8. Do I need to use the USO logo with the tagline?
No, you do not need to use the USO logo with tagline. The logo without tagline is very strong and can stand alone for
most marketing/ advertising pieces.
9. When should I use the USO logo with tagline?
You should use the USO logo with tagline in advertising and marketing initiatives with other company logos involved
that have their respective taglines included.
10. Do I need to have the registered ® on the logo and tagline?
Yes. The USO logo and the USO tagline are both registered trademarks and the ® should be visible on any marketing/
advertising/communications materials or platform. If you are using the logo with tagline, the registered ® is already
included. It must be visible on the final product so do not remove it.
11. What formats are the USO logos available in?
The USO logo is available in EPS, JPG, and PNG formats. High resolution logos are available for print and other
versions for web/online marketing purposes.
12. When using the USO logo, who do I need to receive final approval from for use in our marketing materials before we
print or publish online?
For regional promotions and fundraising purposes, please make sure to coordinate with the USO regional development
team. Before printing or publishing any marketing/advertising tool using the USO logo, please contact Jay Sternberg at
[email protected] or Margi Kirst at [email protected] for final approval.
13. How can I request to use the USO logo?
The USO logo is available for complimentary use to all USO Centers, partners and sponsors, in accordance with the
organization’s established logo standards, which must be followed.
Approval for use of the USO logo may be requested from the USO’s Marketing & Communications Department in
Arlington, VA.
Jay Sternberg
Director of Marketing Materials
USO
703-579-0848
[email protected]
19
2111 Wilson Boulevard
Suite 1200
Arlington, VA 22201
703.908.6400
USO.org
CFC #11381