The USMEF logo was designed to identify programs developed and implemented by the U.S. Meat Export Federation. The logo incorporates two elements: (1) a mark consisting of a stylized outline of the continental United States “cut” from a U.S. flag and (2) the logotype “U.S. Meat Export Federation” wrapping in single line of type in an oval around the mark with the words broken, yet connected, by double lines to complete the oval (as illustrated here). Note that the words “U.S. Meat” are set at approximately 100 percent larger than “Export Federation.”
Authorized versions of the logo allow these exceptions: (a) the logotype may be “shadowed” in white or black type; (b) the logo may be in one color, black on white is preferred; (c) the logo may be used as a watermark with a “ballooned” mark; (d) the logotype may be reversed, while maintaining the colors of the mark; and (d) as an embossed mark without color
Because the USMEF logo connotes specific meaning wherever it appears, it is absolutely vital that everyone in the industry understands exactly when and how it is to be used.
The capitalized words “U.S. MEAT EXPORT FEDERATION” are integral parts of the mark, and are never separated from the stylized map. Usually, the type color is navy blue and the stylized map is red (see color specifications below).
“Times New Roman” is the font used for the “U.S. Meat Export Federation” logotype and should not be reset in any other font. Special care has been taken to optimize the kerning (letter spacing) in the logotypes, so the type should not be reset.
Size, proportions and spacing
The logo must be reproduced only from authorized originals and cannot be redrawn, re-proportioned or modified in any way without input from the U.S. Meat Export Federation. Whenever possible, the logo should be reproduced from authorized electronic sources rather than physically cut and pasted from a camera-ready original. (Click here to access authorized logos.)
The electronic version may be reduced or enlarged proportionately by up to 25 percent, but the proportions may not be changed. (To avoid changing the proportions unintentionally, it’s best to enlarge/reduce the logo by percentages rather than by clicking and dragging the logo across the page.)
Keep in mind that the logos provided were optimized for use at a certain size, and lines will quickly become distorted and text unreadable if they are enlarged or shrunk more than 25 percent. If you must enlarge the logo beyond 125 percent or shrink it below 75 percent, please contact Michael Igoe. With a little lead time, IST staff will get you an electronic file that’s optimized for your particular use.
The logo should be used in a size large enough to ensure clarity and legibility when the document is reproduced. Registration (proper alignment) of the red and blue inks is a big concern when the logo is commercially printed; improper registration results in a generally sloppy look. Poor registration is especially likely when the logo is reproduced in smaller sizes. When you’re doing a two- or four-color print job, be sure to let the printer know that the registration of the red and blue must be precise.
Nothing may be superimposed over the USMEF logo, except that the mark or logo may be used as a transparent bug or watermark on Web pages, slides or overhead.
Placement of the logo
Put the USMEF logo where it will be noticed. The logo should be used on virtually all brochures, reports, information packets and booklets produced by USMEF for use by clients and stakeholders. (See subsequent section on use of multiple logos for further information on recognizing the checkoff and other funders.)
Some buffer space should be maintained around the logo, to separate it from the surrounding copy and artwork. The white space directly above and immediately below the mark should be maintained; no type should be placed in this white space. Do not incorporate the logo into a sentence.
Whenever possible, the logo should be reproduced in two colors – “U.S. Meat Export Federation” logotype and the map’s star field in navy blue (PMS 280) and the stylized stripes in the map in red (PMS 185). PMS refers to the Pantone Matching System used by most commercial printers and sign makers. In four-color printing, PMS 280 converts to C=100; M=72; Y=0; K=18 (RGB: R0, G73, B144); while PMS 185 converts to C=0; M=91; Y=76; K=0 (RGB: R239, G62, B66). The PMS color numbers are the same for both coated and uncoated papers. Black and white reproduction of the logo is acceptable where color reproduction is neither feasible nor cost efficient. In addition, it is also acceptable to reproduce the logo using black and red, where logotype is reproduced in black, and the map’s stripes in red (PMS 185). Generally, no colors other than red, navy blue, black and white should be used.
If the cost of using the official red color is prohibitive, the entire logo may be reproduced in a single color. Black is preferred but you may use any one color (e.g., in a one-color brochure). Permission to use this variant color should be obtained from Communications Department in advance.
When PMS 185 red and PMS 280 navy blue are printed on colored paper or plastic, the ink may take on an altogether different shade. Consult with your printer or vendor to decide on ink colors that will come as close as possible to the appearance of PMS 185 red and PMS 280 navy blue.
Reverse versions of the logo
The USMEF logo was designed primarily for use as a “positive” image on a light (usually white) background. The logo also may be used as a “reverse” image on a dark background if all elements are equally balanced (i.e. the “negative” of the black and white image).
Use of the USMEF mark without the rest of the logo
Ninety-nine percent of the time, the USMEF flag mark and the “U.S. Meat Export Federation” logotype should be used as a unit; they should not be separated. However, in some settings where the USMEF organizational identity is already firmly established and space is at a premium, it may be permissible to use the USMEF mark without the USMEF logotype.
If the complete logo appears prominently in a publication, the USMEF mark may be used alone as an accent mark, at the bottom of a page, or at the end of a chapter.
Keep in mind that these are rare exceptions, and that the USMEF mark should be used alone only in settings where the USMEF organizational identity has already been established. If you have questions about using the check mark in a particular instance, call the Communications Department.
Use of tagline with USMEF logo
When appropriate, and especially in conjunction with materials intended to inform funders about USMEF programs, the tagline “Putting U.S. Meat On The World’s Table” should be included with the USMEF logo. This simple statement is a subtle way to remind others of the USMEF mission. It also should be set in Times New Roman, and may be italicized.
Online use of the logo
Web-specific colors have been designated for the USMEF logo. The most accurate representation of red PMS 185 on the Internet is F10043 (R241, G000, B067), but you may also use web-safe red FF0033. The most accurate representation of PMS 280 on the Internet is 00257E (R000, G037, B126), but you may also use web-safe blue 003366.
Use Of Multiple Logos
USMEF programs are often developed in partnership with other industry and private organizations. While use of multiple logos tends to diminish the impact of each individual logo, program partners understandably want their organizational identities included on promotional and program materials.
If the majority of work on a program was funded by producer checkoffs, all program-related materials should prominently display the appropriate checkoff logo(s). In most cases, other sponsoring organizations should be listed in the program or publication in some manner consistent with their contribution.
If more than a few sponsors each made significant contributions to the development and presentation of an industry program, it may be impractical to use the logos of all program partners. In that case, it may be better to simply list USMEF along with other program partners.
When multiple logos are used, care should be taken to use them properly. Unless our program partners specifically approve the changes, USMEF staff should not alter their logos in any way. Likewise, USMEF staff should make sure program partners understand the importance of using the USMEF logo “as is” rather than altering its shape, proportions or font.