Value of Higher Education is Increasing

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Style Guide Updated February 20, 2007
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National KnowHow2GO Logo

• The national logo uses PMS 144 (orange) text on
  white background.
• National logo can be reversed using the same PMS
  colors.
• Logo can also appear as white text on PMS 424
  (gray) or 60 black background.
• Colors and proportions in the logo cannot be
  modified.
• The area surrounding the logo text is intended to
  protect the logo integrity. No other graphic
  element, logo or text should invade this area.
• National KnowHow2GO logos are available in JPG or
  EPS file format on the Affiliates Section of the
  Web site.

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Use of Logos with URL Addresses

• The above versions of the national logo can be
  used when the KnowHow2GO URL is needed.
• Colors and proportions must be consistent with
  the approved versions of the national logo.
• Other Web addresses cannot be used with the
  national logo without approval from Powell
  TateWeber Shandwick.
• Logos with URL are available in JPG or EPS file
  format on the Affiliates Section of the Web site.

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Black and White KnowHow2GO Logo

• When black and white is the only available
  option, use one of the above versions of the
  KnowHow2GO logo.
• Black and white logo uses 100 black text on
  white background.
• Logo can be reversed using the same PMS colors.
• When the URL is needed with regular or reverse
  black and white logo, the .org should appear in
  60 black text.
• Black and white logos are available in JPG or EPS
  file format on the Affiliates Section of the Web
  site.

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Combined Sponsor Logo

• A combined logo has been created for the three
  national sponsors of the KnowHow2GO campaign.
• Combined logo must appear on all materials, with
  sponsors listed in the following order (left to
  right) Lumina Foundation, Ad Council and
  American Council on Education.
• Combined sponsor logo uses white text on 100
  black background.
• Combined sponsor logo can be reversed using the
  same PMS colors.
• Both versions are available in JPG and EPS file
  format on the Affiliates Section of the Web site.
• In general, the combined sponsor logo appears in
  small print at the bottom or on the back of
  collateral materials.

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Logos on Media Documents, Letters or Handouts

• National logo should appear in the top left
  corner of the header, with partner logos
  left-justified below if needed.
• KnowHow2GO URL should appear in the bottom left
  corner of the footer.
• Combined sponsor logo should appear in the bottom
  right corner of the footer.
• Standard headers and footers are 0.5.
• A Word template for these types of documents is
  available on the Affiliates Section of the Web
  site.

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Using Logos on Web sites

• The above logo can be placed on your
  organizations Web site and linked back to
  KnowHow2GO.org.
• Search engines like Google count links to Web
  sites as "votes" for that site. This allows them
  to rank sites based on their relevance to
  particular key words. Search engines recognize
  logos as objects not key words. As a result, you
  must place the KnowHow2GO URL address in text
  when using the logo.
• This simple step will greatly improve the
  campaigns search engine rankings.
• When placing a KnowHow2GO.org jpg logo on your
  Web site please include the following text
• KnowHow2Go is a national college access campaign
  that encourages low-income students to take the
  needed steps toward making their college dreams a
  reality

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State-Specific Logos

• Powell TateWeber Shandwick can create
  state-specific KnowHow2GO logos to support local
  campaigns.
• Colors and proportions must be consistent with
  the approved versions of the national logo.
• It is highly recommended that state-specific
  logos be used in lieu of multiple state partner
  logos.
• State-specific logos can be used in place of the
  national logo on customized materials, media
  documents and Web pages.

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State Partner Logos

• In general, when state partner logos are needed,
  they should appear alongside a national or
  state-specific KnowHow2GO logo.
• Partner logos should never exceed the size or
  scale of KnowHow2GO logos.
• Partner logos cannot be graphically combined with
  KnowHow2GO logos in any way.
• Multiple partner logos are not recommended for
  collateral materials. If needed, contact Powell
  TateWeber Shandwick.
• The following slides show collateral-specific
  logo placement.

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Partner Logos on Collateral Materials

• Four collateral materials can be customized for
  state partners as depicted on the following
  slides
• Postcards
• Bookmarks
• Paper airplane flyers
• Tickets
• Collateral materials can be downloaded from the
  Affiliates Section of the Web site or ordered
  through Powell TateWeber Shandwick.

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Postcards (4x6)
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Bookmarks (3x7)
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Paper Airplane Flyers (8.5x11)
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Tickets (2.125x5)
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