Accord Brand Guidelines

The Accord
Brand Book
BRAND GUIDELINES
February 2020
Table of contents
1 Accord brand overview 2.2 Tagline 2.8 Emails

• Bringing Possibilities to Life • Accord digital sign-off
• What to avoid • Email templates
Who we are, what we do, and why we do it
1.1 Strategic elements 2.3 Typography 2.9 Presentations
• Accord typefaces • PowerPoint template
• Brand is everything
• Accord brand typeface
• Our mission and value proposition 2.10 Promotional items
• Alternative typeface
• Our value drivers • Examples
• Our mantra 2.4 Colors
• Editorial style guide • Accord color palette
• Color formulas
3 Accord brand examples
2 Accord visual style 2.5 Photography The Accord brand brought to life
• Accord brand imagery
The look and feel of Accord • Photography style
2.1 Logo 2.6 Icons

• Accord logo
2.7 Stationery
• Logo colors
• Logo size and clear space • Stationery system
• General use rules
• What to avoid
TO ACCESS SPECIFIC CONTENT SIMPLY CLICK THE ACCORD BRAND BOOK | 1

ON THE CORRESPONDING SECTION.
1. Accord brand overview
BACK TO TABLE THE ACCORD BRAND BOOK | 2

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ACCORD BRAND OVERVIEW | STRATEGIC ELEMENTS
Brand is everything
The Accord brand is the foundation of The Accord Brand Book is the master resource for achieving a
our organization. It’s built on our guiding
mission and the core principles for how we
consistent global brand, and is organized into three sections:
act, what we say, and how we say it. Brand
determines how people feel about us, and 1. Accord brand overview — who we are, what we do, and why we do it
reflects the value we bring to organizations,
stakeholders, and communities. 2. Accord visual style — the way we look and feel in design
Every Accord employee is a steward of
our brand. And every touchpoint is an 3. Brand examples — design and content guidelines brought to life
opportunity to reinforce and build our brand.
As a result, it’s important that we present

and promote our brand with unwavering
quality and consistency.
This book, which can be shared with vendors,

contractors, and other third parties, can help
us create the consistent experience needed
to maintain Accord as an industry leader in
person-centered care and support.

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Our mission and value proposition
Our mission is our purpose and why MISSION

we exist. It describes what we do in an
inspirational way, elevating the Accord brand
by communicating how we make a difference.
Helping people live their greatest lives
Our value proposition supports our mission
by defining what is unique about the work
we do, how we do it, who we serve, and why
it matters. Woven into our value proposition
are value drivers that set Accord apart OUR VALUE PROPOSITION
and position our organization as a leader
in person-centered care and support. And
bringing it all together is our mantra — a
We’re on a mission to help people live their greatest lives.
testament to our values and mission that
sums up who we are and why we’re here. We make it possible for people living with disabilities and mental health issues to
achieve their personal and career goals and live life to the fullest.
We take a proven, evidence-based approach to improving personal outcomes

and quality of life for adults and families in the Twin Cities and greater Minnesota,
offering a unique array of transformative programs and services.
We listen to their needs. We learn from their experiences. And we use those insights
to lead the industry in person-centered care and support.

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Our value drivers
Putting people first Transforming personal outcomes

INVITING, UPLIFTING, EASY TO WORK WITH EMPOWERING, COMPASSIONATE, PERSONALIZED
For us, it’s all about the people. We celebrate each individual we serve, We offer a variety of programs and services to help people navigate
knowing they have their own combination of challenges and definitions challenges, secure resources, and offer support to live life on their
of success. own terms.
Reimagining what’s possible Leading the way forward

INNOVATIVE, PROBLEM SOLVING, ASPIRATIONAL ACCOMPLISHED, TRUSTWORTHY, AUTHENTIC
We meet people where they are and guide them to where they want Our caregivers strive to find new ways to foster positive change
to be using a proven framework to help people achieve their goals. and improve quality of life by listening, learning, and leading the
way forward.

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Our mantra
We believe everyone has the right to live life to the fullest.

Dreaming their dreams and achieving their goals.
On their own terms. In their own way. And in their own time.
We believe in the power of community.

Where all people are able to participate.
Everyone is included. And all voices are heard.
We believe that care and compassion can change the world.

That we are all capable of more than we can imagine.
And that, together, we can do great things.
Where others see limitations, we see potential.

When others speak, we listen. We learn.
And we lead the way forward.
We are on a mission to help people live their greatest lives.

We are here to create new possibilities.
We are Accord. Bringing Possibilities to Life.

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Editorial style guide
ORGANIZATION NAME AMPERSANDS

Accord and Accord Inc. are acceptable options, but Use an ampersand (&) when it is part of an
ACCORD is NOT. However, if all other words in the organization’s formal name or composition title;
text are capital letters, ACCORD is acceptable. otherwise, use the word and.
DEFINITIONS SPACING
Define terms that may not be familiar to all staff Use a single space after a period at the end
members (Ex: Personal Care Assistance [PCA]). of a sentence.
EDITORIAL VOICE AND FORMATTING CAPITALIZATION

• Use inverted pyramid format to • Titles are capitalized when they precede a
structure writing. name but lowercase when they follow a name
(Ex: Chief Executive Officer Rita Wiersma, or
• Use active voice rather than passive voice.
Rita Wiersma, chief executive officer).
• Editorials should be written in third or first
• Capitalize the formal name of programs
person; other stories should be written in
and services but not when referring to the
third person.
general nature of programs and services (Ex:
• Use parallel structure and maintain consistent Employment Services, person-centered care).
verb tense (Ex: They went hiking, swimming,
• Informal titles may be used except when using
biking, not they went hiking, swimming, and to
the standard formal title (Ex: Jerry has been
ride bikes).
promoted to case manager).
• Use singular or plural verbs with indefinite
• Accord titles should be written as: name, title,
pronouns (Ex: Somebody has left their computer
location/function.
in the conference room).
• Use italics for emphasis. Do not underline.
• Separate paragraphs with a blank line.
• The first paragraph should be flush left,
not indented.

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2. Accord visual style

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ACCORD VISUAL STYLE
The look and feel of Accord
Our visual style both introduces and reinforces our brand. VISUAL DESIGN LANGUAGE OVERVIEW
The Accord visual style is a design language that determines the
When our logo, colors, typeface, and photography are tied together
look and feel of our brand. It’s composed of our logos, color palette,
with consistent design, it brings the brand to life. People will recognize
typeface, icons, photography, and illustrations, and it defines how
Accord and remember the times they’ve interacted with us before,
these elements work together.
sparking an emotional reaction that will inspire future interactions.
Like any language, our visual style must be learned, practiced, and
The quality and consistency of our marketing and communications
consistently repeated if it’s to be effective. Use this guide to frame
materials give us the credibility and clarity we need to be a leading
the ideation and execution of communications, marketing, and sales
brand in our industry.
materials, and to educate the creators of such materials, including
Every Accord employee is responsible for helping us activate and third-party studios, agencies, and contract creative professionals.
protect our brand by understanding and implementing the Accord
visual style.

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ACCORD VISUAL STYLE | LOGO
Accord logo
The Accord logo is the primary visual element

that communicates our master brand.
Therefore, it’s vitally important that we
implement and enforce rules to promote and
protect the Accord logo whenever it’s used.
Accord is our master brand logo. When

used consistently over time, a strong and
effective logo becomes a lasting icon of the LINKED Cs
brand it represents. The letters “c” in the Accord name are linked
to reinforce the idea of connection — we
The Accord logo can be used alone or with
connect people to the services and support
our tagline, Bringing Possibilities to Life.
they need to live their greatest lives.
Because the logo is constructed almost
exclusively of letters, it’s called a logotype.
However, to ensure consistency, the logo
was created as a single graphic element and
should not be altered or reconstructed in
any way.
• DO NOT alter the logo in any way. Comprehensive versions of the logos are provided for all-use cases, including full color, print,
web, and digital. Limited-use versions of black (for black-and-white reproduction) and reverse
(white on dark, colored, or photographic backgrounds) are also available.
These are the official, approved versions of the logos, and the only versions to be used.

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Logo colors
STANDARD COLOR Accord Purple

The Accord logo is Accord Purple (PANTONE® Use Accord Purple (PANTONE 258) on a
258) presented on a white background. This is white background whenever possible.
the standard for reproduction and should be
used whenever possible.
ALTERNATE COLORS FOR LIMITED USE Black

In some cases, reproduction limitations, Use 100% solid black (never a tint or
legibility issues, or aesthetic considerations screen) on a white background for
may require presenting the Accord logo black-and-white reproduction.
in reverse (white) or one-color black. Such
cases include black-and-white or grayscale
reproduction, or when presenting the logo on
a dark, colored, or photographic background. White (Reversed)
Use of the reversed (white) logo is acceptable,
provided the background is dark enough to
ensure contrast and legibility.
For more information on how to use

the Accord logo, see General use rules.

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Logo size and clear space
The size of the Accord logo should be

standardized whenever possible to ensure a
consistent presentation across both print and
digital media. 1 inch
(2.54 cm) wide
When sizing the logo, take into account
its relationship to the dimensions of the
application, accompanying messaging, MINIMUM PRINT SIZE
and legibility. The minimum size for print reproduction is
CLEAR SPACE FOR TRADITIONAL PRINT
1 inch (2.54 cm) wide.
Ensuring our logo is presented consistently Maintain a minimum clear space around the
is important for brand recognition. Adequate boundary of the Accord logo equal to the
clear space around the logo protects it from STANDARD SIZE FOR DIGITAL
height of the letter A (called A-height).
being crowded by other graphic elements The wide variety of digital reproduction
and text. possibilities makes standard sizing difficult.
When applicable, size should be determined
The clear space is defined as a minimum
by a mobile-first approach to design. Mobile-
distance a logo needs from all other design
first ensures appropriate sizing and legibility
elements and the edges of physical and
on third-screen devices such as phones,
virtual structures (brochure pages, banners,
tablets, and laptop computers.
digital screens, and applications).
15px
CLEAR SPACE FOR DIGITAL

Maintain a minimum clear space of 15 pixels
around the boundary of the Accord logo.

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General use rules
The Accord logo is considered artwork and GENERAL USE RULES INCLUDE:
must not be edited or altered in any way, • DO follow all color, size, and clear-space rules.
including being stretched, tilted, transformed,
rearranged, angled, or presented with a drop • DO seek guidance from the Accord marketing team whenever
shadow or other effect. questions arise or clarity is needed.
Likewise, the Accord logo is not to be

reconstructed out of type or recreated to • DO NOT alter, rotate, or modify the logo in any way.
reflect the style of the logo in running copy.
• DO NOT animate the logo.
• DO NOT add to the logo or accessorize it with extra elements.
• DO NOT use legacy CIP or Ally logos.
See examples of what to avoid on the next page.

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What to avoid
Headline
DO NOT use less than DO NOT add special effects DO NOT alter the color of DO NOT alter the color of
the minimum clear space. to the logo. the Cs. the logo.
DO NOT outline the logo in

DO NOT place the purple logo on DO NOT place the purple logo on DO NOT change the any way.
busy or dark-colored backgrounds. low-contrast, colored backgrounds. proportions of the logo.
We are on a mission to help

people live their greatest lives.
We are .
PROGRAMS
DO NOT make the logo part of DO NOT bleed the logo off the DO NOT place the logo within DO NOT tilt or rotate the logo.
another logo. page or image area. body copy.

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ACCORD VISUAL STYLE | TAGLINE
Bringing Possibilities to Life
PURPOSE TAGLINE LOCKUP

The primary purpose of the Bringing
Possibilities to Life tagline is for use as
a sign-off in copy on print and digital
communications, both internally and
externally. Regular and consistent use
helps remind people what Accord stands
for, our global reach, and our mission.
LOCKUP
A lockup pairs the logo with other elements, DO NOT the tagine lockup in any
such as a tagline. Use the approved Accord/ way. See examples of what to
avoid on the next page.
tagline lockup as shown on this page; do not
create your own.
RECOMMENDED USAGE
• As a sign-off on the front or back of print
collateral (such as brochures).
• In an email signature or campaign.
• In presentations to volunteers, donors,
or community partners.
• In ads supporting key events, such as the
Greatest Lives Gala.

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ACCORD VISUAL STYLE | TAGLINE
What to avoid
To ensure proper usage of the tagline, here

are some applications to avoid.
Do not use the tagline when space for the

logo is limited,or where readability would
be compromised.
Bringing Possibilities to Life
DO NOT alter the tagline with

DO NOT alter the tagline color. DO NOT change the font.
other graphic elements.
We are on a mission to help people live

their greatest lives. We are Accord.
Bringing Possibilities to Life BRINGING POSSIBILITIES TO LIFE
DO NOT insert the tagline in DO NOT alter the tagline size or

DO NOT use all caps for the tagline.
body copy. placement in the lockup.

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ACCORD VISUAL STYLE | TYPOGRAPHY
Accord typefaces
Open Sans
A VISUAL CONTEXT FOR TEXT PRIMARY
A typeface is a unique design for letters, TYPEFACE
numbers, and other characters used in print
and digital communications. Brands rely
on typefaces to establish and maintain a
consistent appearance for their text.
OPEN SANS AND ARIAL

The Open Sans typeface is primarily used for
external communications and materials that
Arial
are professionally designed and produced. ALTERNATE
TYPEFACE
The Arial typeface is primarily used for
internal communications produced with
Microsoft Office programs, including Word
and PowerPoint.
When used consistently, typefaces

become a key element in the creation
of a recognizable and memorable
brand identity.

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Accord brand typeface
Open Sans is a modern typeface with clean

lines that offers exceptional legibility at
PRIMARY
TYPEFACES Open Sans Regular
Open Sans Bold
various sizes. It works seamlessly between
digital and print platforms.
To help achieve consistency, Accord

has chosen a select few styles of the Open Sans Regular and Bold are our primary typefaces for all professionally
Open Sans typeface. designed and printed materials. Use Regular for body copy, headlines, and
captions. Use Bold for headlines and subheads.
TEXT COLOR
OPEN SANS You may use additional Open Sans styles for editorial reasons, such as
Use 80% of black for body copy, or 100% black
FONT FAMILY formatting bold or italicized text. But whenever possible use the primary
for smaller text. Headlines should be in PMS
typefaces — Open Sans Regular and Bold.
258 purple or black. Subheads can be purple,
black or medium blue 292.
Open Sans Light
WEB ACCESSIBILITY
Our palette colors — PMS 265 Purple and Open Sans Light Italic
80% and 100% black — are web-accessibility
compliant. At Accord, we strive to make Open Sans Regular
web content more accessible to individuals
with disabilities. Open Sans Regular Italic
Open Sans Semibold
The Open Sans typeface is an Open Sans Semibold Italic
open source digital font from
Google Fonts and can be Open Sans Bold
downloaded at fonts.google.com.
Open Sans Bold Italic

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Alternative typeface
Arial is one of the most common typefaces

in the world. It comes preinstalled on
many computers, which is why Accord has
PRIMARY
MICROSOFT
OFFICE
Arial Regular
Arial Regular is the primary style for all communications produced in
adopted it for internal communications and TYPEFACE
Microsoft Office, including Word, PowerPoint, and Excel. It’s also the primary
general communications produced with
style for all internal and external communications not professionally
Microsoft Office programs, such as Word
produced, and digital content when Open Sans is not available or desirable.
and PowerPoint.
You may use additional Arial styles for editorial reasons, such as formatting
bold or italicized text. However, styles must be applied sparingly and never as
alternatives to Arial Regular as the primary typeface.
SECONDARY
ARIAL STYLES Arial Bold
Arial Bold can be used when emphasizing text weight, such as when
bolding copy.
Arial Italics
Arial Italics is used only when editorially necessary, such as in captions.

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ACCORD VISUAL STYLE | COLORS
Accord color palette
OUR SYSTEM FOR BRAND EXPRESSION PRIMARY COLOR

After our master brand, color is the most
important element of the Accord visual
brand. It helps immediately ignite the brand
experience and is a vital component for
building and maintaining an effective and
recognizable identity. PMS 258
To successfully establish our brand identity,

we rely on a clearly defined color palette.
Standardizing the colors we use to express
our brand, as well as how those colors are
used, will deliver the consistency needed to ACCENT COLORS
achieve our brand goals.
The primary color of the Accord brand is

purple, PMS 258. Purple should be used first
20% 50%
wherever possible. The accent colors are used BLACK BLACK PMS 258 PMS 291 PMS 292
to complement the Accord purple and to add
contrast on the page.
TEXT COLOR PMS 292 is

80% 10% 25% 50% used primarily
Use 80% of black for text, or 100% black for subheads.
for very small text. Do not tint.
HEADLINES COLOR TINTS

Only use these approved tints of the brand
Headlines should be in PMS 258 purple or colors. If text is on placed top of these colors,
black. Subheads can be in PMS 258 purple, make sure there is good contrast.
black, or PMS 292 medium blue.

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ACCORD VISUAL STYLE | COLORS
Color formulas
CMYK colors are used for professional

and in-house printing projects, including CMYK RGB HEX
office printers.
PMS 258 CP 51 . 79 . 0 . 0 141 . 84 . 162 8c4799
RGB and HEX colors are used for web and
digital projects. 50% PMS 258 CP 25 . 40 . 0 . 0 177 . 150 . 186 b196ba
25% PMS 258 CP 13 . 20 . 0 . 0 209 . 187 . 216 d1c5d8

PMS colors are used for special,
professionally produced projects and
PMS 292 CP 59 . 11 . 0 . 0 119 . 181 . 221 77b5dd
as guides for applications like paint and
facilities signage. When converting PMS
PMS 291 CP 38 . 4 . 0 . 0 158 . 205 . 232 9ecde8
colors to CMYK, always use PANTONE Bridge
instead of custom CMYK values. These
50% 291 CP 19 . 2 . 0 . 0 199 . 228 . 240 c7e4f0
are always followed with “CP” after the
PMS number. BLACK 0 . 0 . 0 . 100 00 . 00 . 00 000000
80% BLACK 0 . 0 . 0 . 80 74 . 74 . 76 4a4c4c
20% BLACK 0 . 0 . 0 . 20 204 . 202 . 203 cacccb
10% BLACK 0 . 0 . 0 . 10 226 . 228 . 227 e2e4e3

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ACCORD VISUAL STYLE | PHOTOGRAPHY
Accord brand imagery
Good photography conveys a message.

Great photography tells a story.
Carefully selected images can help our

employees, those we serve, and our
community partners understand what
Accord does, how we do it, and why. Ensuring
a consistent photography style across all
communications will strengthen the Accord
brand in the communities we serve.
The following guidelines can help inform

your photoshoots, stock photography
searches, and selections for Accord
communication materials.
Represent the presence of Accord through

diverse ethnicities, ages, genders, and roles
within the organization.

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ACCORD VISUAL STYLE | PHOTOGRAPHY When possible, use Accord-owned original photography of real people
engaged in their lives. If stock photography is necessary, choose images
Photography style
that feel authentic and natural. Anyone representing Accord in an image
should always appear caring, engaged, and professional.
Shown on this page and the next are examples of the photography style,
which demonstrates how Accord is helping people live their greatest lives.

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ACCORD VISUAL STYLE | PHOTOGRAPHY
Photography style

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ACCORD VISUAL STYLE | ICONS FUTURE
Icons
Iconography is a collection of visual images

and symbols that are easily understood. As
a global brand, icons can help communicate
common concepts and principles throughout
Accord materials, whether print, digital, or
motion graphics.
An icon is used to represent a singular

concept or communicate a simple idea. In this
way, icons differ from stylized, explanatory, or
technical illustrations that visualize complex
concepts or tell a story.
RULES FOR USING ICONS CREATING A NEW ICON

• Use icons sparingly and with the intent to If you do not find an existing icon that suits DO NOT download clip art to use as
an icon.
clarify a concept. your purposes, you may create a new one.
• Use icons to help organize content, identify New icons should match the style of the
existing icon family as closely as possible. DO NOT create icons that use more than two
a category, or call out specific information. colors or are too detailed.
• Use icons to aid wayfinding. Best practices:
AVOID creating icons that would not be
• Work with a graphic designer to create universally understood.
an icon.
• Ensure that all icons are two-dimensional.
• The preferred icon color is Accord Purple.
• Use consistent line weights.
• One icon should not use more than two
colors from the Accord color palette.

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ACCORD VISUAL STYLE | STATIONERY Rita Wiersma
Stationery system
Chief Executive Officer
Phone: 612-362-4404
Phone: xxx-xxx-xxxx
Phone: xxx-xxx-xxxx
Email: rwiersma@accord.org
1600 Broadway Street NE
Minneapolis, MN 55413
accord.org
Business card

The stationery system provides a consistent

Helping People Live Their Greatest Lives
appearance for all Accord communications,

reinforcing the brand identity and tagline.
TEMPLATES
Envelope
Templates have been created for business
cards, envelopes, letterheads and mailing
labels. These are the only approved designs
Accord 1600 Broadway Street NE
1600 Broadway Street NE Minneapolis, MN 55413
Phone: 612-362-4400
for these materials. accord.org
COLORS
All stationery items are two-color — PMS 258
and black. Text is 80% of black. Helping People Live Their Greatest Lives
Mailing label
Helping People Live Their Greatest Lives
Letterhead

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ACCORD VISUAL STYLE | EMAILS
Accord digital sign-off
The email signature provides an opportunity Name: Bold 11 pt Rita Wiersma

for Accord employees to sign off in a Title: Reg. 10pt Chief Executive Officer
consistent way that reinforces our brand. Space: 10pt
Address: Bold/Reg. 10pt Accord • 1600 Broadway Street NE, Minneapolis, MN 55413
This signature block gives assurance of Contact: Reg. 10pt Main 612-362-4400 • Direct 612-362-4404 • rwiersma@accord.org • accord.org
our brand promise while preserving a Space: 10pt
uniform identity. Tagline: Bold Italic 10pt Bringing Possibilities to Life
In addition, emails distributed outside

our organization include a confidentiality
statement that is best presented with a
uniform email signature.
There is a single approved email signature

template for all employees and agents
of Accord.
TYPEFACE COLORS No deviation from the Accord email

The email signature uses the Arial typeface The employee’s name, tagline, and bullets signature template is permitted,
due to its ubiquity and clean appearance are in the RGB conversion of Accord Purple nor is additional information or
across email clients. (PMS 258). The other elements are in 80% graphics of any kind, besides a fax
of black. number or other contact number.
Employee’s name: Arial Bold 11pt
LINKS Use of unrelated graphics and
Title: Arial Regular 10pt
Underline and link: the email address and personal messages detract from
Organization name: Arial Bold 10pt
Accord website URL. our professional style, tone, and
Address and contact info: Arial Regular 10pt
personality. This includes graphics,
Tagline: Arial Bold Italic 10pt
logos, icons, or pictures, including
social media icons.

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ACCORD VISUAL STYLE | EMAIL
Email templates
Email templates provide a framework

for communicating the Accord brand
consistently in electronic communications
and email marketing activities. These
templates include flexibility to add images Helping people live
their greatest lives
and headlines in a way that reinforces the
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Standard email template
Marketing email template

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ACCORD VISUAL STYLE | PRESENTATIONS
PowerPoint template
Putting people first ICON
We make it possible for people living with disabilities or mental health

issues to achieve their personal and career goals and live life to
the fullest. Mental health
To ensure consistency in presentations, We take a proven, evidence-based approach to improving personal

Mental health affects us all
in one way or another. We
outcomes and quality of life for adults and families in the Twin Cities
we have developed PowerPoint templates
are here finding support
TOGETHER, WE ARE and greater Minnesota, offering a unique array of transformative and resources for people
programs and services. with mental illness.
that show how images, headlines, text, Helping people live We listen to their needs. We learn from their experiences. And we use
their greatest lives those insights to lead the industry in person-centered care and support. People with disabilities
and graphs can be displayed in a way that We offer continued support

to people with disabilities,
including services for
consistently reinforces the Accord brand. employment, independent

living, and much more.
The Arial typeface is used for all

Powerpoint presentations.
Putting people first
We make it possible for people living with disabilities or
mental health issues to achieve their personal and career
goals and live life to the fullest.
We take a proven, evidence-based approach to improving
personal outcomes and quality of life for adults and families
in the Twin Cities and greater Minnesota, offering a unique
Transforming personal outcomes

array of transformative programs and services.
We listen to their needs. We learn from their experiences.

Empowering, compassionate, personalized And we use those insights to lead the industry in person-
centered care and support.
We’re on a mission to help

Chart and table styles
Chart title
people live their greatest lives.

The charts and tables shown here Series 1 Series 2 Series 3
can be edited to customize content.
5
We make it possible for people living with disabilities or mental health issues to achieve their personal
and career goals and live life to the fullest. 4.3 4.4 4.5
We take a proven, evidence-based approach to improving personal outcomes and quality of life for
3.5
adults and families in the Twin Cities and greater Minnesota, offering a unique array of transformative
programs and services. 3
2.8
2.4 2.5
We listen to their needs. We learn from their experiences. And we use those insights to lead the
2 2
industry in person-centered care and support. 1.8
Category 1 Category 2 Category 3 Category 4
[Footnote] Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut 3 11
aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non in culpa qui officia deserunt mollit anim id est laborum.

OF CONTENTS
ACCORD VISUAL STYLE | PROMOTIONAL ITEMS
Examples
The main objective for promotional items is

brand recognition. Therefore, two important
considerations when designing promotional
items are the color of materials and the use
of the Accord logo.
STANDARD MATERIAL COLORS

The preferred color choice for promotional
items and wearables is the primary brand
color PMS 258 purple and black.
LOGO USE
Use of the Accord logo on promotional items
should follow standard rules whenever
possible. Processes like screen printing
and embroidery can present reproduction
challenges in certain cases, so it is important
to ensure legibility whenever the Accord logo
is used.

OF CONTENTS
3. Accord brand examples

OF CONTENTS
ACCORD BRAND IMPLEMENTATION FUTURE
Brand examples

OF CONTENTS
Accord
Phone: 612-362-4400
Email: info@accord.org
accord.org
©2020 Accord USA Inc. All rights reserved.

Accord Brand Guidelines

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Accord Brand Guidelines

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The Accord

1 Accord brand overview 2.2 Tagline 2.8 Emails

2.1 Logo 2.6 Icons

TO ACCESS SPECIFIC CONTENT SIMPLY CLICK THE ACCORD BRAND BOOK | 1

BACK TO TABLE THE ACCORD BRAND BOOK | 2

As a result, it’s important that we present

This book, which can be shared with vendors,

BACK TO TABLE THE ACCORD BRAND BOOK | 3

Our mission and value proposition

Our mission is our purpose and why MISSION

We take a proven, evidence-based approach to improving personal outcomes

BACK TO TABLE THE ACCORD BRAND BOOK | 4

Our value drivers

Putting people first Transforming personal outcomes

Reimagining what’s possible Leading the way forward

BACK TO TABLE THE ACCORD BRAND BOOK | 5

We believe everyone has the right to live life to the fullest.

We believe in the power of community.

We believe that care and compassion can change the world.

Where others see limitations, we see potential.

We are on a mission to help people live their greatest lives.

BACK TO TABLE THE ACCORD BRAND BOOK | 6

Editorial style guide

ORGANIZATION NAME AMPERSANDS

EDITORIAL VOICE AND FORMATTING CAPITALIZATION

BACK TO TABLE THE ACCORD BRAND BOOK | 7

BACK TO TABLE THE ACCORD BRAND BOOK | 8

The look and feel of Accord

BACK TO TABLE THE ACCORD BRAND BOOK | 9

The Accord logo is the primary visual element

Accord is our master brand logo. When

BACK TO TABLE THE ACCORD BRAND BOOK | 10

STANDARD COLOR Accord Purple

ALTERNATE COLORS FOR LIMITED USE Black

For more information on how to use

BACK TO TABLE THE ACCORD BRAND BOOK | 11

Logo size and clear space

The size of the Accord logo should be

CLEAR SPACE FOR DIGITAL

BACK TO TABLE THE ACCORD BRAND BOOK | 12

General use rules

Likewise, the Accord logo is not to be

See examples of what to avoid on the next page.

BACK TO TABLE THE ACCORD BRAND BOOK | 13

DO NOT outline the logo in

We are on a mission to help

BACK TO TABLE THE ACCORD BRAND BOOK | 14

Bringing Possibilities to Life

PURPOSE TAGLINE LOCKUP

BACK TO TABLE THE ACCORD BRAND BOOK | 15

To ensure proper usage of the tagline, here

Do not use the tagline when space for the

Bringing Possibilities to Life

DO NOT alter the tagline with

We are on a mission to help people live

DO NOT insert the tagline in DO NOT alter the tagline size or

BACK TO TABLE THE ACCORD BRAND BOOK | 16

OPEN SANS AND ARIAL

When used consistently, typefaces

BACK TO TABLE THE ACCORD BRAND BOOK | 17

Accord brand typeface

Open Sans is a modern typeface with clean

To help achieve consistency, Accord