Logos and Graphic ElementsOur graphic identity — logo, colors, typefaces and design elements — represents ASC and serves as a cornerstone for all of our communication efforts. When applied consistently and repeatedly, our graphic identity connects audiences with ASC. The graphic elements and standards will provide guidance and direction as you convey ASC’s brand identity.

ColorsThe official ASC colors are PMS 186 (Cortland Red) and white. Black is an accent color. These colors are open to production of all internal and external materials and must correspond with the color values listed below.

Accent colors can be used to support and complement the official colors.

Color ValuesThe color value used depends on the medium:

Use PMS or CMYK in print and on such items as apparel and signs, etc. RGB or Web values are for electronic/digital use.

Official Colors

PMS 186CMYK 0-100-81-4RGB 211-35-41Web #D32329

PMS WhiteCMYK 0-0-0-0RGB 255-255-255Web #FFFFFF

PMS BlackCMYK 0-0-0-100RGB 0-0-0Web #000000

Accent ColorsPMS Warm Grey 2CMYK 0-2-7-9RGB 233-227-216Web #E9E5DA

PMS 371CMYK 43-0-100-56RGB 79-111-25Web #4f6f19

PMS 5777CMYK 10-0-49-28RGB 176-181-121Web #b0b579

PMS 144CMYK 0-48-100-0RGB 248-151-29Web #f8971d

PMS 209CMYK 0-100-34-53RGB 134-0-56Web #860038

Name Charcoal GrayCMYK 69-63-62-56RGB 54-54-54Web #363636

TypefaceThe letters “ASC” use the Avenir Black font.

The tagline – “We Do That.” – uses Avenir Heavy.

TaglineASC’s official tagline is “We Do That.” The tagline may be used with the logo as shown in the Logo Reproduction and Usage section of this guide. It also may be used alone with prior approval.

Logo Reproduction and UsageThe official ASC logo is a mark consisting of customized typography and color. It brands the services we provide and distinguishes us from our competitors. Consistent and proper use of the logo is essential for ensuring the integrity of the ASC brand.

Logo Reproduction

The primary ASC logo consists of three colors, PMS 186, black and white. These colors must not be altered unless otherwise outlined in this guide.

When reproduced in color, the logo must use the PMS, CMYK, RGB or Web color equivalents identified in the Colors section of this guide. Variations of the logo are outlined in the Approved Alternative Usage section of this guide and are provided on the Logo Downloads page.

Minimum SizesMinimum size with tagline.

Minimum size without tagline.

The logos may be enlarged or reduced in size as required.

The minimum size of the logo is often determined by the method of reproduction or fabrication. The logo should be used only at a size which does not compromise quality and legibility.

Clear SpaceThe logo must not be crowded or overwhelmed by other elements.

“Clear space” refers to the area surrounding the logo that should be kept free from visual distraction.

No graphic element or text of any kind should be placed within this clear space unless otherwise shown in this manual. The recommended clear space is equal to the x-height of the tag line “We Do That.” up to the bottom of the “S” and “C” of ASC.

(X = height of “We Do That.” up to the bottom of the “S” and “C” of ASC as shown below.

Whitespace with tagline Whitespace without tagline

Approved Alternative Usage

The official ASC colors- PMS 186, white, and black, and the official accent colors should be used to reproduce the logo.

Custom Usage of LogoASC will accommodate custom usage of logo with prior approval. Please allow three weeks for custom logo work up. For more information, contact Gary Pallassino (607) 753-4340 or Annette O’Hara (607) 753-4325.

Mark IntegrityThe integrity of the ASC brand diminishes when the logos are incorrectly applied. Any variation or alteration, however small, is unacceptable.

DO NOT use the logo as part of another logo, or in a way that would suggest that it is part of another logo. DO NOT change the colors.DO NOT change the color of separate components of the mark.DO NOT outline any part of the mark.DO NOT use a white border to outline the mark on dark backgrounds.DO NOT rearrange the components, eliminate or use the components separately unless otherwise noted in this manual.DO NOT distort the mark or scale it disproportionately.DO NOT rotate mark.DO NOT violate the clear space with text, images, or any other element.

DO NOT fill the mark with a photograph or any other pattern or texture.DO NOT use the logo as a substitute for the words "ASC" in a sentence.

DO NOT add a colored or white rectangle behind the mark elements. Examples on page 4 and 5 use colored rectangles so white elements are visible on the page. DO NOT add a drop shadow to the mark. See section Custom Usage of Logos.

Examples of Incorrect Logo Usage

If you are faced with using the logo in an application that you find questionable or not included in this guide, please contact Gary Pallassino (607) 753-4340 or Annette O’Hara (607) 753-4325.

Guidelines for Using Logo on Apparel, Name Tags, Printed MaterialContact Gary Pallassino or Annette O’Hara for apparel logos.

Polo shirts and T-shirts – Use only a 2-inch-wide, two-color logo with the tagline.

Use the white-letter, two-color logo for black shirts.

Use the black-letter, two-color logo for red shirts.

Sweatshirts or Any Jackets – Use a 2.5-inch-wide, two-color logo with tagline.

Hats – Use a 2-inch-wide logo. NO TAGLINE.

Name Tags – Use a 3/4-inch-wide logo with layout as shown below. NO TAGLINE.

Additional Items

For the items below, use the approved templates located in the ASC website. All logos belong in the upper right corner of the page.

ASC Communications & Promotion Guide Place logo in the upper right corner of the page. For envelopes and letterhead the logo goes on the upper left corner.

Business Cards – use a 5/8-inch-wide logo with the tagline.

Envelopes – use a ¾ inch-wide logo with the tagline.

Letterhead – use a 1.25-inch-wide logo with the tagline.

Memos – use a 1.25-inch-wide logo with the tagline.

Minutes- use a 1.25-inch-wide logo with the tagline.

Forms- use a 1 or 1.25-inch-wide logo with the tagline.

Sign Templates & Table Tents- size varies. Refer to the ASC Promotions and Communication Resources. All signs must be printed on an approved template.

All other forms & documents- use a 1.25-inch-wide logo with the tagline.

Vehicles – follow Clear Space Recommendations. Size will vary.

PowerPoint Presentations, Excel and Word Templates- use a logo with the tagline no smaller than a ½”.

Digital Signage – with the tagline

Standard Sizes for Forms & Documents

Width With Tagline No Tagline

¾”

1”

1.25”

1.5”

2”

2.5”