Brand DNA Style Guide 6.29.2017

WRITING STYLE

CONTENTS

Brand Voice 52

Brand Vocabulary 53

Abbreviations and Acronyms 54

Capitalization 55

Composition 56

Frequently Confused Words 62

Punctuation 65

Common Mistakes 67

51

BRAND VOICE

Introduction

The English language can be confusing, and the rules often seem contradictory;
however, usage is essential to effective communication. As we all know, one
misplaced comma can change the entire meaning of a sentence.

This guide is designed to provide a quick reference for common questions about
spelling, grammar, general writing style, and the use of copyrights and trademarks.
Information included here is based on frequently asked questions.

For all information not included in this guide, consult The Associated Press or AP
Style Guide, a standard reference for grammar and style questions. Additional
sources include The Elements of Style (Strunk and White), Modern English Usage (W.
H. Fowler) and A Writer’s Reference (Diana Hacker).

In addition, good online resources include:

• www.wilbers.com — Smart writing strategies from Dr. Stephen Wilbers, a

business writing consultant and newspaper columnist

• www.m-w.com — Merriam-Webster Online, including both a dictionary and a

thesaurus

• www.sil.si.edu/research — Smithsonian Institution Libraries tools for researchers,

including encyclopedias, dictionaries and other useful reference tools

Brand Voice

Because we are in the communication business, it is very important that all of our
written materials are clear and that they convey our brand message. By reviewing
the AlphaGraphics business philosophy and brand story, you can get a good sense
of our brand voice. The key is to use common, straightforward language that is
easy to understand and helps our customers make good purchase decisions.

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BRAND VOCABULARY

To support our brand story, we have developed what we call a “brand vocabulary.”
This includes words we use when we talk about ourselves and in all our
communications. These words have been chosen because they support the
messages we want to send to customers, prospective customers and the media.

• Business Center—refers to individual AlphaGraphics franchise locations; should

be used in place of store or shop

• Team member—refers to AlphaGraphics staff members; should be used in

place of employee

• Business and marketing communications—refers to the products, services and

solutions we provide

• Solutions—use in place of products and services to emphasize our ability to

create individualized solutions for our customers
Other words and phrases that help us convey our essence include:

Profitability
Commitment
Partnership
Confidence
Understanding

53

ABBREVIATIONS AND ACRONYMS

A good rule of thumb for the use of abbreviations and acronyms is to spell them
out the first time they are used in a document. If a document is divided into
chapters or sections, spell the acronym or abbreviation out the first time it is used
in each chapter or section.

To define an abbreviation or acronym, spell out the word and either place the
abbreviation in parenthesis immediately after, or set the abbreviation apart with
commas.

• The Network Leadership Council (NLC) meets regularly to discuss issues

affecting the AlphaGraphics Network.

or

• The Network Leadership Council, NLC, meets regularly to discuss issues

affecting the AlphaGraphics Network.

NOTE: THE USE OF THE INDEFINITE ARTICLE (“A” OR “AN”)
WITH AN ABBREVIATION OR ACRONYM IS DETERMINED BY ITS
PRONUNCIATION, FOR EXAMPLE: AN RSM, A CSR.

The following is a list of commonly used acronyms and abbreviations:

AIM AlphaGraphics Integrated Marketing
AGI AlphaGraphics, Inc.
CSR Customer Service Representative
DP Digital Printing
EP Electronic Printing
FSC Forest Stewardship Council
AMP AlphaGraphics Marketing Plan
NLC Network Leadership Council
OP Offset Printing
OS Outside Sales
AGQMP AlphaGraphics Quality Management Program
SWOT Strengths, Weaknesses, Opportunities, Threats

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CAPITALIZATION

In general, the use of capital letters should be kept to a minimum. When in doubt,
don’t capitalize. It’s a good idea to rewrite a sentence to avoid beginning with
a word or phrase that is required to be all lowercase letters, such as computer
language commands.
Unless a term is a trademark or registered trademark, don’t capitalize it. Also, don’t
capitalize the names of pieces of hardware and terms, such as “laser printer.” A
trademark or product name, such as PrintSmith, should always be capitalized.
When it is necessary to capitalize a hyphenated word only capitalize the first word
(for example, Cost-effective). In captions and headlines, capitalize the first letter of
each word, as you would the title of a book or article. Do not capitalize words such
as and, a, to, from and the unless they are the first word in a headline.
Capitalization of titles in business is often confusing. Here are some examples that
may help you determine what and when to capitalize:

• President Aaron Grohs addressed the Network Leadership Council, which is

comprised of AlphaGraphics Franchisees.

• According to Dave Buzza, Chief Development Officer, sales is the responsibility

of everyone in the company.

• George earned a B.S. in Engineering from M.I.T.

55

COMPOSITION

The most important thing to remember about composition is to keep your style
simple, direct, and consistent. Use concise, specific language.

10 tips for writing in plain English
1. Know your audience and write for your reader.
2. Know what you need to say and why.
3. Organize your material logically.
4. Avoid repetition. (Including repeating the same word in a sentence/paragraph.)
5. Use a friendly, active voice with strong verbs. (Avoid passive words: is, am are,

was, were, etc.)

6. Use short sentences.
7. Use personal pronouns. Example: You, your order, your design needs, etc.
8. Use familiar words, not jargon.
9. Get rid of surplus words.
10. Proofread everything for accuracy in spelling, grammar and meaning.

Choose the Appropriate Voice

In general, use the active rather than the passive voice. The active voice is more
direct and vigorous than the passive voice. Of course, it is impossible to eliminate
the passive voice completely, focus on what you want to emphasize in your
sentence. Here are some examples:

Passive Voice

Example:
Passive - The order was completed by noon on Friday.
Active - We completed your order by noon on Friday.
Comprehensive training is provided to all AlphaGraphics Franchisees.

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COMPOSITION (CONT.)

Active Voice (preferred)

AlphaGraphics provides comprehensive training to all Franchisees.
There are no rules that can direct the best construction for all possible sentences,
however, following these guidelines will help ensure that your writing is clear and
concise.

• Use the active voice for training, procedures and correspondence.
• The passive voice is acceptable if using it makes your sentence clearer.
• Always be aware of both types of construction and choose the one that is best

for your particular use.

Avoid Dangling Modifiers

Almost any phrase can become a dangler if the word or idea it modifies doesn’t
appear in the sentence:

Unclear
• After taking the order, the paper stock was located and the work was begun.
Clearer
• After taking the order, the CSR located the paper stock and began the work.

57

COMPOSITION (CONT.)

Use Bulleted Lists for Emphasis

Bulleted lists are used to make a group (at least three) of related items stand out.
If used too frequently, they lose their impact. Bulleted lists should only go to a
second level and no further.

When bulleted lists have 3-4 words or less or are short phrases, do not use a period
at the end of each item.

Example:
Some AlphaGraphics primary and secondary PMS colors include:

• Pantone 485 Red (AG Red)
• Pantone Cool Gray 9 (AG Gray)
• Pantone 166 (AG Orange)
• Pantone 375 (AG Green)

Use periods when bulleted lists have more than 4 words or the items are complete
sentences. The key is to be consistent within each bulleted list.

• Use the active voice for training, procedures and correspondence.
• The passive voice is acceptable if using it makes your sentence clearer.
• Always be aware of both types.

Choose the Best Words

The most effective writing consists of short words that are well understood—they
are usually more powerful. Use a long word if it best suits the meaning you are
trying to convey. Never use long words merely to impress. When a word for the
idea exists, don’t invent another form of the word by adding an extra suffix or two.
For example, don’t replace the verb use with utilize or the noun use with utilization.

Keep Related Words Together

Consider the difference in meaning between these two sentences:

• All of the requirements were not defined.
• Not all of the requirements were defined.

In the first sentence, there were a number of requirements, but none were defined.
In the second sentence, we can’t tell how many requirements were defined,
although we know that at least one was not defined. By moving a single word in
the sentence, the meaning was changed substantially.

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COMPOSITION (CONT.)

Use Positive Construction

Put statements in positive form whenever possible. Use the word not to deny a
statement, such as I do not agree. Avoid using the word not to evade a point, for
example, I was not able to attend the meeting. A more positive construction is I
missed the meeting. Here are some additional examples:

Use Present Tense

Write in the present tense rather than the future. Avoid making unnecessary shifts
in tense. Also, avoid conditional tenses that use words like should, might and could.
The conditional tense makes writing sound unsure or tentative. Use the imperative,
must, rather than the conditional, should. As in all writing, the direct approach is
the best approach.
Conditional Example:
We should have the project done by Thursday.
Imperative Example:
We will have the project done by Thursday.

59

COMPOSITION (CONT.)

Use Second Person (You)

Speak directly to the reader. When you have a choice, use the second person (you),
instead of the third person (his/her/their). Avoid gender references. Don’t use
third-person plural pronouns with singular verbs. If possible,
rewrite sentences to avoid using pronouns like his and hers.

Awkward
• Everyone has his/her own password. (Gender pronouns.)

Preferred
• Each employee has a password.
• Each of you has a password.

Everywhere we look, there are a few words that are consistently misused or
misspelled. Here’s a ready reference to help avoid common word usage errors.

Affect and Effect

Most of the time, you can determine which spelling of this word to use by
determining what part of speech (noun or verb) the word represents in your usage.
With just a few exceptions, effect is almost always a noun, and affect is almost
always a verb.

• The effect of the last direct mail campaign on our sales was amazing.

(Effect is a noun.)

• The last direct mail campaign affected our sales in a positive manner.

(Affected is a verb.)

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COMPOSITION (CONT.)

The word effect is only a verb when it describes an action that brings something
into existence.

• The team worked very hard to effect a change in the company’s morale.


The word affect is very rarely used as a noun—it refers to how a person’s attitude
or emotions are reflected in facial expression or body language.

• The returning soldier’s affect was very flat and unemotional.

Assure, Ensure and Insure

The word assure must always be followed by a direct object. It carries the meaning
of setting a person’s mind to rest.

• I assure you that your job will be ready on time.

Ensure has nearly the same meaning as assure, but it is the correct choice when there
is no object. Ensure has a slightly stronger connotation; it indicates a guarantee.

• I will ensure that your job will be ready on time.

Insure means to protect against or provide compensation.

• I will insure my car incase of an accident.
Data and Datum

The word data is actually the plural of the word datum. In today’s usage, however,
it is considered correct to use data as either singular or plural, and it’s rare to see
anyone use the word datum.

• The data in the report is correct.

61

FREQUENTLY CONFUSED WORDS

Example and Sample

An example is an object or condition that illustrates a certain principle or standard,
such as the examples of correct and incorrect usage provided in this guide.

A sample is a small portion of a substance or a single representative of a group or
type. It shows what the rest of the substance or group is like, such as a paper sample.

Further and Farther

These words confuse almost everyone, and even experts sometime disagree on
their usage. But the most common rule of thumb is that farther refers to actual
distance, while further refers to nonphysical advancement.

• Yesterday, we hiked farther than ever before.
• After further discussion, we decided to wait to take action.

Its and It’s

The misuse of these two words, one a pronoun, and the other a contraction for it is,
has become very widespread. Understanding some simple rules can help you avoid
this mistake in your writing.

Its

Whenever you are referring to something possessive, the word its is just like his
or hers, so you never need an apostrophe.

• The river has overflowed its banks.

It’s

It’s is a contraction for it is. Use it only as a contraction.

• It’s so rainy today that we can’t go outside.

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FREQUENTLY CONFUSED WORDS (CONT.)

Lay and Lie

Misuse of these two verbs is extremely common. One good way to keep them
straight is to remember this simple sentence:

• After I lay my work aside for the night, I lie down in bed to rest.

It’s also confusing that the past tense of lie is lay, so here is the sentence above,
written in past tense:

• After I laid my work aside for the night, I lay down in bed to rest.
Regardless and Irregardless

Always use regardless; irregardless is not a real word.

That and Which

In “grammarese,” that introduces a restrictive clause, and which introduces a
nonrestrictive clause, which is always set off by commas. Modern usage has
blurred this distinction, but good writers should know the difference. Avoid using
which just because you think it sounds more sophisticated.

That
• The press that I leased last year has increased my business by 15%.

Which
• The press I leased last year, which replaced an older model, has increased my

business by 15%.

63

FREQUENTLY CONFUSED WORDS (CONT.)

Who and Whom

Almost everyone struggles with these two words. The rules are fairly simple: who is
used for a grammatical subject, where words like I, he or she could be substituted
for who. Whom is used as the object of a verb or preposition.

Who
• Who will be interested in mobile marketing?

Whom
• To whom did you send the mobile marketing direct mail?

Your and You’re

The rules for your and you’re are similar to its and it’s.

Your Use your as you would his or her.
• Your Business Center is in an excellent location.

You’re Use you’re as a contraction for you are.
• You’re fortunate to have found such a great location for your Business Center.

There, Their and They’re
There Use there to refer to a physical or abstract place.
• We put the finished brochures over there.

Their Use their to show possesion.
• Their brochures are complete and ready to go.

They’re Use they’re as a contraction for they are.
• They’re very impressed with the finished brochures.

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PUNCTUATION

The Apostrophe

Only use an apostrophe to represent the possessive case or a contraction. Do not
use it to form the plural of a personal name, acronym or a word in all uppercase.

• There were three Davids at dinner.
• All employees must show their IDs before entering the conference.

The Comma

Commas are widely misused, turning up where they don’t belong and conspicuous by
their absence in places where they are sorely needed. AlphaGraphics follows The AP
Style Guide for comma usage guidance. The rules for comma usage are too extensive
to include in this guide, but here are a few common examples that may help:

• The flag is red, white and blue. (Per the AP Style Guide, a comma is not needed

before “and.”) Note that there is a trend afoot to change this rule, so it is not
uncommon to see a comma in a series just before the word “and.” However, the
comma should be used when it adds needed clarification.

• The AlphaGraphics logo, which is red, must never be used as part of a

sentence. (Clauses beginning with which are always set off by commas.)

• Abraham Lincoln was born on February 12, 1809, in Illinois. (A comma always

follows a date.)

• Before starting a business, be sure to learn all you can about finance. (A

comma should follow a prepositional phrase.)

The Dash

The em dash or long dash (—) is used to indicate an abrupt change in thought and
sentence structure, or for emphasis.

Examples:
• We didn’t schedule our grand opening—we wanted to operate the business for

a while first—until 3 months after our business center opened.

The en dash or shorter dash (–) is used to indicate range, usually ranges of
numbers, such as from 6-16. It also denotes negative numbers, such as -10° F.

65

PUNCTUATION (CONT.)

The Semicolon

In addition to using a semicolon to join related independent clauses (clauses that
could stand alone as sentences), you can use a semicolon to separate items in a
series if the elements of the series already include commas.

Example:
• Committee members traveled from Los Angeles, California; Duluth, Minnesota;

Gary, Indiana and Atlanta, Georgia.

Underlining or Italicizing vs. Quotation Marks
Underline or italicize the following:
• Books
• Musical works such as operas and symphonies
• Newspapers
• Magazines
• Plays
• Foreign words or phrases

Use quotation marks for:

• Articles in newspapers or magazines
• Poems (unless the poem is published as an entire book)
• Songs
• Short stories

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COMMON MISTAKES

Miscellaneous Tips and Common Mistakes

While it is impossible for this brief guide to provide rules and guidelines for every
aspect of writing, here are a few tips and some examples of common mistakes for
quick reference.

Words and Phrases to Avoid or Eliminate

There are a number of commonly used phrases that are redundant and do nothing
more than clutter a sentence. Here’s a partial list:

• In order to — replace with to
• Past or prior experience — replace with experience
• Brown (or other shade) in color — replace with brown
• Point in time — replace with at that time
• Cylindrical in shape — replace with cylindrical
• Refer back to — replace with refer to
• Past history — replace with past or history
• Still continue — use one or the other
• Redundancies — “7:00 p.m. at night”

67

COMMON MISTAKES (CONT.)

Here’s a list of common mistakes in spelling, grammar and usage:

Incorrect: B eing that business was slow, we let several staff members go home early.
Correct: Because business was slow, we let several staff members go home early.

Incorrect: We could of left earlier.
Correct: We could have left earlier.

Incorrect: His customer list is different than mine.
Correct: His customer list is different from mine.

Incorrect: The heighth of the table is 4 feet.
Correct: The height of the table is 4 feet.

Incorrect: Hopefully, it will all work out for the best.
Correct: I hope it will all work out for the best.

Incorrect: There were less days below zero last winter.
Correct: There were fewer days below zero last winter.

Incorrect: He wants out of the contract.
Correct: He wants to get out of the contract.
Incorrect: The reporter that covered the story called me several times.
Correct: The reporter who covered the story called me several times.

Incorrect: I had to take down the shutters painting the house yesterday.
Correct: When painting the house yesterday, I had to take down the shutters.

Incorrect: The president named Elizabeth and myself to the committee.
Correct: The president named Elizabeth and me to the committee.

Incorrect: B efore we opened our business center we went through extensive training.
Correct: B efore we opened our business center, we went through extensive training.

Incorrect: Neither Tom nor Steve felt comfortable with their new home.
Correct: Neither Tom nor Steve felt comfortable with his new home.

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WEBSITE DESIGN STANDARDS AND STYLE GUIDE

CONTENTS

Introduction 70

Page Definition 71

Center Content – Center Product Page 72

Center Content – Center Home Page 73

Copy Content 74

Basic Content Authoring 75

Typical Modules 77

Basic Images 79

Other Images 79

Image License or Release 80

Image Tagging 81

License 84

AlphaGraphics Website Style Guide 85


69

INTRODUCTION

The AlphaGraphics Center Website Design Standards and Style Guide is intended
to provide direction for the addition and editing of copy, images and other content
to individual pages within any Center website. Each page is comprised of a series
of different modules that have varying degrees of adaptability. The modules are
organized into page sections or parsys, some of which may be modified by an
accredited Center website author.

Each page will contain two types of parsys and content, “evergreen” and “Center.”
Evergreen content is created by AlphaGraphics Marketing that appears on every
Center website. It includes copy and images that cannot be edited by Center
authors but can be updated by Marketing from time to time. Center content is
content that was either migrated from a Center’s existing website or added to a
new website by an authorized Center author.

Website authors can customize the content in a module with regard to position,
font color, font case, font size, image placement, background color and a number
of other features. The basic rules for customizing or editing content are outlined in
this guide.

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PAGE DEFINITION AND CONTENT

At launch, every Center website will consist of two different page types, Product
Pages and Center Operations Pages.
Product Pages: Over 150 product pages have been created containing evergreen
content that is product specific but common to all websites. Centers can choose
which Product Pages they would like to feature on their website by submitting the
page to workflow. Product Pages are divided into three categories:

• PRINT
• MARKETING & DESIGN
• SIGNS
• There is also a special product page for agONLINE.

Center Operations Pages: This category includes Center Home pages, Who We Are
pages, Our Work pages and Contact Us pages. All of these pages except “Who We
Are” have been created with evergreen content.
Centers should add localized content specific to their Center for better SEO
ranking and user experience.

NOTE: ALL CONTENT INCLUDING COPY AND IMAGES, THAT IS

EDITED ON OR ADDED TO A CENTER WEBSITE MUST BE SUBMITTED
FOR APPROVAL VIA THE WEBSITE WORKFLOW PROCESS.

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CENTER CONTENT– CENTER PRODUCT PAGE

Customer testimonial content is inserted
through an API from Survey Advantage.
For Survey Advantage users, testimonials
will be dynamically inserted and
rotate through up to five testimonials.
Testimonials will change as new statements
become available from Survey Advantage
surveys.
For non-Survey Advantage users, Survey
Advantage will provide five generic
testimonial statements that can only be
changed through a specific request.

Center specific product content should be
inserted here by Center authors. Images
may also be added.

Content about a Center or Center
personnel can be added by a Center
author. Images may also be added.

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CENTER CONTENT– CENTER HOME PAGE

This area should include content about a
Center which should be added by Center
authors. Images may be also be added.

Content about Center ownership and
personnel. Added and edited by Center
authors. Images may also be added.

73

COPY CONTENT

As copy and other content are created by Center website authors there are some
practical but important best practices to follow.

Among other things, careful attention should be given to:

• Correct use of the AlphaGraphics logo
• Correct use of the brand statement
“GET NOTICED. GET BUSINESS.”
• Proper use of website styles, colors and fonts
(See Below and Associated Documents)
• Use of properly licensed or non-restricted images
• Image quality

Things to avoid include:

• Use of the tag line “increase your reach”, which has been eliminated
• Exaggerated claims
• Inappropriate content
• Anything that denigrates the AlphaGraphics brand

Workflow:

As part of the workflow approval process, AlphaGraphics will check for major is-
sues like those listed above. What will NOT be reviewed are proper grammar, spell-
ing, punctuation, spacing, indentation or other copy/content errors or omissions.
Center authors are urged to pay particular attention to these important items.

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BASIC CONTENT AUTHORING

The following best practices should be followed when authoring or editing content.

• First component title should be H2
• Titles in any components after the first component should be H4
• Titles should be in upper case type, bold and centered
• Titles should be in ORANGE #FF5B0A
• Body copy should be in the smallest type available
• Body copy should be in COOL GRAY #607183

• Bold type may be added for emphasis in body copy
• Use bullet points when creating a list rather than numbers
• Do not place periods at the end of copy in a bulleted list
• Do not place exclamation points or other punctuation in a title

75

BASIC CONTENT AUTHORING (CONT.)

Within website modules, titles and text should be formatted using the following
criteria:

General Rule - Titles are centered and text is left aligned. When a bulleted list or
another form of outline is used, title and text is left aligned.

Single Column Content – Titles are centered and text is left aligned. When a
bulleted list is used, the title may be centered or left aligned.

50/50 – Titles may be centered or left aligned based on your best design
judgement. Text is left aligned.

1/3 – 2/3 – Title and text should be left aligned.

Three Column Content – Titles are centered and bulleted lists or outlines are
left aligned.

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TYPICAL MODULES

One Column Module

50/50 Module w/Image

77

TYPICAL MODULES (CONT.)

1/3 – 2/3 Module w/Image

Three Column Module

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BASIC IMAGES

A library of images has been provided for use on the websites. Each image
has been licensed for use from Getty, or a signed image release form has been
obtained authorizing AlphaGraphics Headquarters and its franchisees to use the
image. The images have been stored in the AEM Digital Asset Manager (DAM)
contained in the website platform. The images are accessible to all Centers and
may be added to areas designated Center content.

NOTE: THESE IMAGES MAY ONLY BE USED ON
ALPHAGRAPHICS WEBSITES AND MAY NOT BE COPIED
OR USED IN PRINT OR ANY OTHER MEDIA.

OTHER IMAGES

Centers may upload images into the DAM for use in Center content locations. The
images should meet the criteria below for optimum viewing and resolution on all
devices including desktop, laptop, tablet and cell phone. They must also conform
to the licensing requirements or conditions of use detailed below. There may be
some cases where additional editing is required to make optimum use of images
next to text.

Size: 775 pixels x 775 pixels
DPI: 72
Focal Point: Center of image

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IMAGE LICENSING REQUIREMENTS
OR CONDITIONS OF USE

Centers that upload images into the DAM must obtain the appropriate license from
the image owner or the controlling agency, such as iStock or Getty. In cases where
images of actual products have been taken by a Center photographer, the Center
must obtain a signed image release in the format provided, before the image may
be uploaded to the DAM or used on a website. (See form attached)

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IMAGE TAGGING

Images uploaded to the DAM by Center authors must be properly tagged to both
identify the image and demonstrate the image has been properly licensed.
Once an image has been uploaded to the DAM, basic tagging is required to identify
the image and provide simple information.

81

IMAGE TAGGING (CONT.)

METADATA

Title: Insert a simple title for the image such as “Business Card”.

Description: Provide a brief description of what the image contains. In

the case shown, a description might be, “Stacked business
cards”. Also include Center name and location.

LANGUAGE

Using the Language drop down select, “US English”.

Person and Location

In the area provided, enter the name of the person uploading the image and the
Center number involved, “USXXX”.

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IMAGE TAGGING (CONT.)
ADVANCED TAGGING

Once basic tagging is complete click on “ADVANCED” in the image menu. In
this area, Center authors must provide information that demonstrates one of the
following:
• The image is properly licensed for the use intended
• A properly executed image release in the format provided has been

obtained

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LICENSE

Creator: Insert the name of the Center website author uploading the

image

Contributor: Insert the name of the photographer or other source for the

image

Copyright: Insert the name of the image owner of controlling agency

such as iStock


Copyright Owner: Insert the type of license or image release obtained by the

Center that grants the right to use the image


Usage Terms: Briefly define the terms of use that apply to the image. For

example, “unlimited” or “website and print”


Expires: Insert the date, if any, when permission to use an image

expires

NOTE: LIMITED TERM USE OF AN IMAGE
SHOULD BE AVOIDED WHENEVER POSSIBLE.

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ALPHAGRAPHICS WEBSITE STYLE GUIDE

ALPHAGRAPHICS

2 Center Homepage

6

4 FONT ALPHAGRAPHICS
6 WEBSITE
GOTHAM BOOK
GOTHAM BOLD STYLE GUIDE
GOTHAM BLACK

3

4 AG RED AG GRAY MEDIUM
6 (PMS 485) (PMS COOL GRAY 9) COOL GRAY
#DC291E #919195 #AFB8C1
3
6 ORANGE YELLOW LIGHT
#FF5B0A #FDAD2A COOL GRAY
3 #F5F7F7
6 DEEP NAVY GREEN
#192028 #ABE12E WHITE
#FFFFFF
COOL GRAY CYAN
#607183 #26DFEF

BACKGROUND COLOR OPTIONS

3 1 H1 2 H2
6 font-family = Gotham font-family = Gotham
font-size = 60px font-size = 100px
3 font-weight = book, black font-weight = book, black
color = #FF5B0A, #192028, #FFFFFF color = #FF5B0A, #192028, #FFFFFF
4 text-transform = uppercase text-transform = uppercase
3 letter-spacing = 0.01em letter-spacing = 0em

6 3 H3 4 H4
font-family = Gotham font-family = Gotham
4 font-size = 30px font-size = 20px
6 font-weight = black font-weight = black
color = #FF5B0A, #192028, #FFFFFF color = #FF5B0A, #FFFFFF
5 text-transform = uppercase text-transform = uppercase
5 letter-spacing = 0.03em letter-spacing = 0.03em

5 66 5 H5 6 Body Copy
75 font-family = Gotham font-family = Gotham
font-size = 18px font-size = 18px
font-weight = black font-weight = book, bold
color = #FFFFFF, #192028, #FFFFFF color = # 607183, #FFFFFF
text-transform = none text-transform = none
letter-spacing = 0em letter-spacing = 0em

7 Caption 8 Button
font-family = Gotham font-family = Gotham
font-size = 13px font-size = 12px
font-weight = book, bold font-weight = bold
color = #607183 color = #607183, #FFFFFF, #FF5B0A
text-transform = none text-transform = uppercase
letter-spacing = 0em letter-spacing = 0.05em

9 Link
font-weight = bold

85

ALPHAGRAPHICS WEBSITE STYLE GUIDE (CONT.)

ALPHAGRAPHICS

Buttons

BUTTON BUTTON

Style 1 Style 1 - Hover
font-style = link font-style = link
text-color = #FF5B0A text-color = #FFFFFF
text-transform = none text-transform = none
letter-spacing = 0.05em letter-spacing = 0.05em
stroke-weight = 2px stroke-weight = 0px
fill-color = #FFFFFF fill-color = #FF5B0A

BUTTON BUTTON

Style 2 Style 2 - Hover
font-style = link font-style = link
text-color = #FFFFFF text-color = #FF5B0A
text-transform = none text-transform = none
letter-spacing = 0.05em letter-spacing = 0.05em
stroke-weight = 0px stroke-weight = 2px
fill-color = #FF5B0A fill-color = #FFFFFF

86 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

WEBSITE DESIGN STANDARDS AND STYLE GUIDE

ALPHAGRAPHICS WEBSITE STYLE GUIDE (CONT.)
ALPHAGRAPHICS

Reusable

1-Column Content

(960-pixel maximum width)

87

ALPHAGRAPHICS WEBSITE STYLE GUIDE (CONT.)
ALPHAGRAPHICS

Reusable

2-Column 1/3 Split

2-Column 1/2 Split

88 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

WEBSITE DESIGN STANDARDS AND STYLE GUIDE

ALPHAGRAPHICS WEBSITE STYLE GUIDE (CONT.)
ALPHAGRAPHICS

Reusable

3 Column Highlights

Gallery Item

89

© Copyright 2017 AlphaGraphics, Inc. v.1.0 4.14.2017