Branding and Style Guidelines

Primary Logo

Use as the first choice for design

White Logo

Use the white logo with a transparent background sparingly, e.g. when color printing is not available

Primary Colors

Aureolin and Lapis Lazuli are the primary colors of the RPA.

Aureolin

Hex: #EBE824

RGB: 235, 232, 36

CMYK: 0, 1, 85, 8

Lapis Lazuli

Hex: #0C589D

RGB: 12, 88, 157

CMYK: 92, 44, 0, 38

Accent Colors

These accent colors offer designers flexibility. The primary colors should take precedence over these options.

White

Hex: #FFFFFF

RGB: 255, 255, 255

CMYK: 0, 0, 0, 0

Medium Gray

Hex: #8E8E8E

RGB: 142, 142, 142

CMYK: 0, 0, 0, 44

Citron

Hex: #BDBB59

RGB: 189, 187, 89

CMYK: 0, 1, 53, 26

Olivine

Hex: #9CAE5D

RGB: 156, 174, 93

CMYK: 10, 0, 47, 32

Medium Blue

Hex: #4D7396

RGB: 77, 115, 150

CMYK: 49, 23, 0, 41

Dark Blue

Hex: #31577A

RGB: 49, 87, 122

CMYK: 60, 29, 0, 52

Dark Gray

Hex: #565656

RGB: 86, 86, 86

CMYK: 0, 0, 0, 66

Black

Hex: #1D1D1D RGB: 29, 29, 29 CMYK: 0, 0, 0, 89

Light Yellow

Hex: #FAFAE6

RGB: 250, 250, 230

CMYK: 0, 0, 8, 2

Light Gray

Hex: #E9E9E9

RGB: 233, 233, 233

CMYK: 0, 0, 0, 9

Primary Headline Font

Bebas Neue is the primary headline font.

Body Copy Font

Bahnschrift font family should be used for written content whenever possible.

A serif font can be used in instances when Bahnschrift font family is not available.

Font weights for body copy can include:

• Bold Condensed
• Semibold Condensed
• Regular

RPA patterns may only be used with brand colors. Ensure patterns align with the brand's visual identity.

Mood and Tone

Photography should include people who demonstrate activism and community spirit. Images should be vibrant, engaging, and inclusive.

Example Applications

Here are some examples of photography paired with type to demonstrate ideal use. Images may be edited slightly to accommodate text.

• Dark image with lighter text
• Bright image with darker text
• Black and white images should be used sparingly

Capitalization

Capitalize the first letter of all nouns in titles.

Capitalize names, e.g., Mayor Martinez, Councilmember Jimenez, etc.

Do not capitalize for emphasis.

Italicize

Use italics for book titles or emphasis. Don’t overuse them.

Bold Typeface

A bold typeface may be used sparingly to highlight key points.

Abbreviations

Generally use 4-letter abbreviations for states (Calif., Oreg., but NY).

Spell out acronyms, e.g., SOS! Safe Organized Spaces!

Quote Marks

Use quote marks for actual words referred to by an individual.

Do not use quotation marks for emphasis (aka “scare quotes”).

Commas

Use a serial comma. When listing a series of three or more items, use a comma before “and” in phrases like “red, white, and blue.”

Commas should be placed after a parenthesis, not before.

Ellipses

Include a space around periods unless a new sentence begins.

word … word [3-dot method]

word…. W [4-dot method when there is a sentence ending]

Hyphens

Use hyphens in phone numbers (202-555-1234) or (202)-555-1234.

Em Dashes (—)

An em dash means “that is.” Many authors use them casually but watch for overuse. Formatting em dashes is as follows: word—no space—word. On a Mac, an em dash is made with the following keystrokes: “shift, option, hyphen.”

Excerpts

Indent long, quoted material or lists without quote marks (the indentation means it is quoted material). For lists, end with a period.

Numbers

Write out numbers between one and one hundred, write out the number, from 101 on.

Citing Sources

Use the following format when citing the source of excerpted articles: Author, “Title,” Publication (Year), page.

For books, use, Author, Title (Place of publication: Publisher, Date), and pages.

Don’t use & for “and” when referring to page numbers.

Authorship

Authors of opinion pieces will have their name under the title of their article; authorship for things like announcements, summaries, etc., will use the form: “posted by So-and-So on such-and-such date” at the top of the article. Use italic font. No anonymous authors.

Interns

At the bottom of an intern’s article include a picture (generally a headshot), name, and a brief description (2 sentences max). Use italic font.

Pictures

Photos are important. Request them from authors if possible.

Videos

Videos are important. Request them from authors if possible.

Developing copywriting guidelines is essential for maintaining a consistent and effective communication strategy. For an organization like the Richmond Progressive Alliance (RPA), these guidelines will ensure that all content aligns with its mission, resonates with its audience, and maintains brand integrity.

Mission Statement

Clarity and Articulation: Ensure the mission statement of RPA is clearly defined in all communications. The mission to empower the community through advocacy, policy reform, and social justice initiatives should be the foundation of all messaging.

Core Values

Reflection of Values: Identify and consistently reflect the core values of empowerment, equity, and community in all content.

Audience Demographics

Understanding the Audience: Recognize the demographic factors such as age, gender, location, and interests of the Richmond community RPA aims to support.

Audience Needs and Preferences

Tailoring Content: Understand the aspirations, challenges, and preferences of the audience to tailor messages effectively.

Consistent Voice

Personality Reflection: Adopt a voice that’s empowering, supportive, and hopeful, reflecting the organization's personality.

Adaptable Tone

Contextual Adaptation: Ensure the tone is adaptable to different platforms and contexts while remaining consistent with the organization's voice.

Content Creation Process

Respect History: Many RPA activists and volunteers have created documentation and processes that you can draw from. Don’t reinvent the wheel and always make sure to get collective feedback from the experts and culture keepers.

Key Messages

Reinforcing Mission and Goals: Develop key messages that consistently reinforce the mission of empowering the community through advocacy and social justice. 

Storytelling

Emotional Connection: Use storytelling to create an emotional connection, sharing success stories and testimonials.

Simple and Clear Language

Ease of Understanding: Use language that’s straightforward and avoids jargon.

Inclusive Language

Respect and Inclusivity: Ensure the language is inclusive and respectful, catering to a diverse audience.

Visual Elements

Brand Integration: Consistently integrate visual elements like logos and color schemes in all content.

Brand Guidelines

Alignment with Brand: Adhere to existing brand guidelines for visual and textual consistency.

Compliance with Laws

Legal Awareness: Stay aware of legal requirements related to fundraising and privacy.

Ethical Standards

Ethical Content: Maintain high ethical standards in storytelling and data presentation.

Tailoring Content

Platform-Specific Adaptation: Customize content for various platforms like social media, email, and blogs.

SEO Considerations

Web Content: Incorporate search engine optimization (SEO) best practices for online content.

Quality Control

Content Review: Follow established processes for reviewing and editing content to meet the guidelines. These stakeholders include but are not limited to the Steering Committee, Action Teams, candidates, and external partners. 

The communications lead and communications team members are responsible for maintaining content quality. Always get feedback from them.

Feedback Loop

Continuous Improvement: Encourage feedback for the ongoing refinement of guidelines.

Training

Guideline Familiarity: Train staff and volunteers in the application of these guidelines.

Easy Accessibility

Guideline Availability: Ensure the guidelines are easily accessible for reference.

Revisiting Guidelines

Periodic Review: Regularly update the guidelines to ensure continued relevance and effectiveness.