General Guidelines

Perceptions of the Office of Information and Technology (OIT) brand are an accumulation of impressions, formed every time a person engages with our organization. The ways in which we shape these impressions — how our materials look, how we talk about ourselves, and how we make people feel when they encounter OIT — comprise our organizational brand. Through our brand, we can ensure that the impact information and technology have on the ability of VA to serve Veterans and their families is visible, appreciated, and supported. This is why our brand is important.

The following information pertains to print and digital files. The web section has information pertaining to websites, web-based applications, and SharePoint.

Proper and consistent application of typography across all OIT products is essential to conveying both legible and clear messaging to promote and maintain the OIT brand. The two primary font families are SegoeUI and Georgia. SegoeUI, a sans-serif font that is modern, friendly, and easy to read, is the preferred font. SegoeUI should be used for titles and body text whenever possible. For Microsoft applications such as Word and PowerPoint, you may substitute Calibri for SegoeUI, as this is universally available. No other font substitutions should be made. Georgia should be used sparingly and only for emphasis.

Avoid setting the body copy at less than 12 point. Avoid setting the body copy to less than 18 point for PowerPoint presentations. Use large headlines to convey warmth. Headings and subheadings should be between 14 point and 20 point. The size selected should be complimentary to and proportional with the overall design. The provided templates use pre-loaded styles to ensure consistency of font and size among the suite of products.

The primary image style for OIT is to use vector-based, flat illustrations. This means that no 3D effects are applied to images, including bevels, embossing, drop shadows, inner or outer glow, reflections, etc. Applied illustration and photography should be the highest quality obtainable within the limits of available resources. Imagery should reflect quality, resolution, sharpness, contrast, brightness, composition, and relevance to the content. Imagery should be representative of the audience, show diversity and show the scope of OIT’s work.

Follow these image guidelines when using images in print materials, on the website, in video, or for social media. Consistent use of imagery ensures recognition of the OIT brand and values.

Images used in OIT materials should include the following elements:

• Is representative of the audiences and what they aspire to
• Is authentic, realistic, sincere, and believable
• Group images showing diversity
• No use of collages
• Is not cluttered
• Strong composition
• Strong focal point and focus
• Good use of natural light
• Balanced brightness and contrast
• Balanced color saturation
• The overall feel of the photograph is honest, clean, professional, and sophisticated
• Limited use of stock photography (see below)

Other considerations:

• Avoid the use of image collages or montages
• Use surprising cropping to enhance the focus
• Never show weapons in images
• Images should show humans interacting with technology, not display the technology itself
• If an image is copied from a third party, ensure that it is acceptable to distribute and that credit is given to the original creator
• If an image is taken of a Veteran or VA staff, the subject of the photo must complete a release form

Photography Elements

Elements to remember when taking photos for OIT use:

• Define the type of photo (Veteran-centric, generic use)
• Put the subject in a relevant context and environment
• Ensure optimal lighting for the subject (natural or artificial)
• Be aware of the wardrobe (no busy patterns, contrasting colors, wrinkles in clothes, etc.)
• Create appropriate positioning and framing (rule of thirds, center, background, etc.)
• Recommend capturing photos in high definition and using the RAW format for post-processing
• Unless relevant to the article or page, images must not include any product logos.

Stock Photos

Use of stock photos is discouraged but allowed in limited circumstances when illustrations are inappropriate, or photos of Staff or Veteran customers are unavailable. When searching for stock photos, refer to the photography principles to identify acceptable images. Stock imagery should only be abstract and conceptual images. Stock photos featuring people are highly discouraged, but if necessary and relevant, should be group activities (group working around a table or participating in a discussion). OIT does not currently have a stock photo library or a subscription for stock photos. Images can be sourced using the following government resources:

• VA Flickr
• VA Careers Flickr
• VHA Flickr*
• National Guard Flickr
• DoD Flickr*
• U.S. Army Flickr
• Marine Corps Flickr
• U.S. Air Force Flickr
• CDC Public Health Image Library*
• NIH Photo Galleries
• Defense Video & Imagery*
• Official U.S. Government Photo Pool*

The use of Creative Commons licensed photos is permitted with the proper application of licenses by giving proper credit. For more information, refer to the use of Creative Commons attribution licenses.

The asterisk(*) indicates a good source of photos in the public domain.

In accordance with VA correspondence guidelines, all documents must retain the “Draft — For Internal Use Only” watermark until the Office of the Assistant Secretary for Information and Technology has deemed it final or releasable.

This section provides instructions on the appropriate use of the VA Seal. The importance of using the Seal as specified by these guidelines cannot be overstated. The consistent application ensures our brand is accurately and compellingly represented. These guidelines apply to all office Seals and campaign or product logos.

General Guidelines

• Do not alter text or change font.
• Do not distort proportions.
• Do not break apart.
• Do not rotate.
• Do not position the Seal near other text or images.
• Do not scale the Seal at less than 0.75”.
• Do not ghost or change the opacity.
• Do not overlay text.
• Do not use drop shadow.
• Do not place the logo in a shape or overlay the logo on an image.
• Do not blur.
• Do not use Seal alone without text.
• Do not change Seal colors.
• Do not combine with any other logo.
• Do not overlay text.

Size

To retain the visual integrity of the Seal, it should never be reduced to smaller than .75” x .75” inches, with the title typography no smaller in relative proportion. The Seal should be reduced to its minimum size only when necessary. When the Seal is displayed at smaller sizes, details become lost, and typography becomes difficult to read.

Margin

The Seal should have a clear margin, or clear space, to prevent nearby text or images from interfering. Maintain a space equivalent to half of the height of the Seal around the entire Seal.

All offices may create campaign graphics highlighting specific priorities, initiatives, or products, with approval from IT Strategic Communication. Campaigns and products may include custom “wordmarks” using approved fonts found in this brand system. Campaign logos may not be used to represent a VA office, organization, or team or be used as a logo for anything other than a time-limited campaign or product. Campaign logos must be simple and able to pair with the VA Seal. All logos and campaign material must be vetted and approved by IT Strategic Communication.

Preferred placement for logos is in the bottom corners of covers, posters, flyers, and other materials. The OIT Signature Logo should be placed in the bottom right corner, while the campaign or product logo should be placed in the bottom left corner.

A special lock-up (combination of visual elements) can be used in the bottom right corner in cases where space is limited.

Identifiers

While campaign logos can have unique design elements, identifiers must use our iconography guidance. Identifiers can be used to differentiate a service offering, end product, or topic but are not to be used instead of Service or OIT signature logos. Unlike campaign logos, these do not require approval from IT Strategic Communication, but failure to adhere to the guidelines will result in a formal notification to stop using them until it is brought into line with the guidelines.