G R A P H I C S S T A N D A R D S A N D S T Y L E G U I D E

VERSION 3.0 • SEPTEMBER 2012

 G R A P H I C S S T A N D A R D S A N D S T Y L E G U I D E 2

WHAT’S NEW TABLE OF CONTENTS

This guide has been updated. Please
read carefully as a number of sections
have been updated. Here are a few of
the changes.

1. The logo has changed slightly THE USW IDENTITY ...................................................................................................................... 03

• The gaps between fingers have been
closed. LOGO USAGE: Preferred Configurations ............................................................................................ 04
• We no longer use the gradient in
any instance of the logo. LOGO REPRODUCTION: Recommended and Minimum Size Requirements ................................................. 05
• The ™ has been replaced with ®.
Please replace all of your old files with new. AREA OF ISOLATION ................................................................................................................... 06
CURRENT
LOGO USAGE: Color, Black and White, Positive and Negative ................................................................ 07

LOGO REPRODUCTION: Color Breaks and Specifications ..................................................................... 08

INCORRECT LOGO USAGE ............................................................................................................ 09

OLD
LOGO USAGE: Apparel and Accessories ............................................................................................ 10

LETTERHEAD AND BUSINESS CARDS .............................................................................................. 11

FREQUENTLY ASKED QUESTIONS .................................................................................................. 12

2. New apparel guidelines
See page 10.

3. New promotion item guidelines

See page 10.
IMPORTANT NOTICE

CANADA Local Unions: You may use the new logo for internal communications such as your website, newsletters, flyers, handbills, etc.
Low-resolution files of the logo are downloadable on our website: www.usw.org.
The USW in Canada may use a bilingual
If you wish to have the logo printed on letterhead, signs, banners, clothing, stickers, etc. and require a high-resolution file, you
version of the logo. All of the rules set
must have your vendor contact our Purchasing and Travel Department by calling (412) 562-2396 or by e-mailing [email protected].
forth in this style guide shall be applied
to the use of this logo as well.
Vendors: In order to print, duplicate or produce any material or promotional item containing the logo, you will first be required
to enter into a licensing agreement with the USW. After the agreement has been signed and returned to
the USW, a high-resolution file of the logo will be e-mailed or shipped on CD to you by
our Purchasing and Travel Department. You can contact them by e-mailing
[email protected] or by calling 412-562-2396.
 G R A P H I C S S T A N D A R D S A N D S T Y L E G U I D E 3

INTRODUCTION
The USW is a dynamic and diverse union of 1.2
THE USW IDENTITY
million working and retired members throughout the United Elements of the USW Indentity
States and Canada working together to improve jobs, our
workplaces and provide a better future for our families and
society as a whole.
The USW has grown strong through organizing and
mergers and is now the largest industrial union in North
America, representing workers in almost every sector of the
economy: from metals and mining and manufacturing to
health care and other services.

THE GRAPHIC STANDARDS AND STYLE GUIDE LOGOTYPE

This guide explains the elements of the USW logo and
the specifications for reproduction. Use of these guidelines is
imperative.
The identity for USW and associated brands were
designed to embody our mission and values. As it is a
visible essence of our organization, it is vital that it be LOGOMARK
reproduced with care.
Unified and controlled reproduction of the identity across
all applications reinforces the philosophy and mission of
our union. These applications include all print materials,
advertising, presentations, new media and signage. TAGLINE
Any questions regarding the use or application of these
identities should be directed to: [email protected].

REGISTERED TRADEMARK TRADEMARK

To insure that the Union’s logo, slogan and acronym
are closely identified with our Union and no other, we
have received registered trademark protection in both the
United States and Canada for the logo and each of its
elements (“USW and Design,” “USW,” “Unity and Strength
for Workers” and the short form of our name “United This is the approved USW logo:
Steelworkers.” We have also received registered trademark The logo is the combination of the logotype, logomark and tagline. These elements
protection for “Steelworkers.” must always be used in the approved format configurations. Do not recreate the logo by
To inform the public that these trademarks/service marks/ scanning, typesetting or redrawing any portion. Always use the original electronic artwork
collective membership marks are proprietary to us and may files exactly as they are provided.
not be used for organizational identity or in connection
with providing goods or services without the permission of
How to acquire electronic artwork files of the USW logo:
the Union, the ® symbol should be used with each mark as
Low-resolution files of the logo can be downloaded from the USW website. Vendors
shown at right.
will have to sign a licensing agreement with the USW before obtaining high-resolution files.
E-mail: [email protected] to request high-resolution files.
 G R A P H I C S S T A N D A R D S A N D S T Y L E G U I D E 4

GENERAL LOGO REPRODUCTION

The USW Logo should always be used in its complete
LOGO USAGE
form. It is permissible to use the logo without the tagline in Preferred Configurations
specific instances: when reproducing the logo in a size that
renders the tagline illegible as explained on pg. 5; and
when reproducing the logo with district or local numbers as
explained below.
The USW logo should never be broken up into its
individual components (logomark reproduced separately
from the logotype) without prior approval from USW COMPLETE LOGO
Communications Department.

TAGLINE
The tagline for USW, “UNITY AND STRENGTH FOR
WORKERS,” should never be typeset. Always use the
approved digital files. The logo with the tagline should
never be reduced to the point where the tagline is no longer
legible. See pg. 5 for minimum size requirements.

SAME HEIGHT
ALTERNATE VERSIONS FOR DISTRICT/LOCAL USE COMPLETE LOGO
WITH DISTRICT AND/OR
Districts and/or locals may alter the USW Logo by LOCAL NUMBER

typesetting their district or local number below the tagline

or in place of the tagline. This can only be done using the DISTRICT (#) LOCAL (#)
Futura T Bold font in all caps. A copy of this font is available
at www.usw.org.

The district/local addition to the logo must be in one of

three formats:
SAME HEIGHT

LOGO MINUS TAGLINE

DISTRICT (#) WITH DISTRICT AND/OR LOCAL NUMBER
LOCAL (#)
or
DISTRICT (#), LOCAL (#) DISTRICT (#), LOCAL (#)

This addition must be centered under the logomark or

Alternate versions of
tagline, must be the same color as the logotype (see pg. 8 for
color specs) and may not exceed the height of the letters in
the USW logo:
When districts and/or
the logotype “UNITED STEELWORKERS.”
locals add their number to the
These rules apply to all logo color formats. LOGO MINUS TAGLINE
USW logo, they must follow the
rules stated at left. Unified and
controlled reproduction of the
identity across all applications
reinforces the philosophy and
mission of the organization.
 G R A P H I C S S T A N D A R D S A N D S T Y L E G U I D E 5

RECOMMENDED SIZE REPRODUCTION

The recommended size of the USW logo differs for each
LOGO REPRODUCTION
use. For printed materials such as books, brochures, and Recommended and Minimum Size Requirements
flyers the USW logo should appear no smaller than the
minimum size stated below.

MINIMUM SIZE REPRODUCTION

Using common logo sizes across all applications helps to
establish a strong, cohesive and consistent identity system.
Regardless of the communications vehicle, print, broadcast
or other media, the USW logo has size limitations when it
comes to reduction. COMPLETE LOGO
The minimum size limit differs for each logo, depending 1.5” is the preferred minimum size for the
on whether or not it reproduces with or without the respective complete logo in all of its color formats. This
tagline. Logo size as referred to here is determined by includes variations that contain district and/or
measuring the total width of the logo (logomark and local numbers below or in place of the tagline.
logotype). Minimum sizes are shown on this page.
Do not reproduce the logo smaller than the minimum 1.5 INCHES
size, except for situations in which the design surface will not
permit minimum size reproduction (promotional materials i.e., COMPLETE LOGO
pens, pencils, golf balls, etc.). In these cases, the logo may Minimum Size
be printed in one color minus tagline. These guidelines apply
to all logos and logo formats.
Minimum size requirements for broadcast and other
media hinge on legibility. In such instances, the USW
Branding Department should be consulted if legibility is in
question. E-mail: [email protected].
LOGO MINUS TAGLINE
EXCEPTIONS 1” is the preferred minimum size for the logo
Exceptions can be made when reproducing the logo on minus tagline in all of its color formats.
small novelty items such as watches, pens, keychains, etc. In
these instances, use the logo minus tagline and print the logo
1 INCH
as large as possible to retain legibility.
In these cases, the color of the promotional items should LOGO MINUS TAGLINE
be white or as close as the vendor can get to USW Blue Minimum Size
or USW Gold. See pg. 8 for color specs and page 10 for
promotional item color options. The USW logo should be
printed one color minus tagline in USW Blue, USW Gold,
solid black or white on these items.
 G R A P H I C S S T A N D A R D S A N D S T Y L E G U I D E 6

CALCULATING AND ALLOWING

FOR AN AREA OF ISOLATION
AREA OF ISOLATION
The USW Logo should always be afforded a
predetermined area of breathing space, referred to as an
area of isolation.
This ensures that the identity maintains its hierarchy and
is not overwhelmed by other visual elements. The area of
isolation can be calculated as a factor of the x-height in
the uppercase letters in the logotype that spell “UNITED
STEELWORKERS.” This area of isolation is referred here as
the unit “x.”
The preferred area of isolation is 2x or greater, while
the absolute minimum is 1x. Do not position other elements
closer than the absolute minimum area of isolation.
This area must be kept free of other imagery, text, graphic
elements, page edges and folds.
Only the area of isolation for the complete USW Logo
is illustrated here. These guidelines apply to all logo
formats, including instances when district or local numbers
are included below or in place of the tagline. The method
of calculating for “x” is also the same for these alternative
formats.
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REPRODUCTION PREFERENCES
The USW Logo must always appear in one of four color
LOGO USAGE
styles or black and white. Color, Black and White, Positive and Negative
If single color reproduction of the USW Logo is necessary,
it must be black, white, USW Blue or USW Gold on a field of 0%

a different color from that same list.

REPRO IN PMS COLORS 10%

When the USW logo appears in its true colors, it should
USW LOGO
be printed in the specific Pantone Matching System (PMS) COLOR

spot colors or PMS custom-process color formulations. (pg. 8) USW LOGO

BLACK 20%

REPRO IN 4-COLOR IN PROCESS

When the logo appears in traditional 4-color process
printing, only use the specified color build formulas listed
in this guide. Use only the available, pre-specified versions 30%

of the 4-C process signatures (available as digital files).

Allowing your layout, retouching or illustration program to do
the conversion will result in inaccurate color builds. 40%
USW LOGO
ON GOLD

REPRO FOR BROADCAST OR WEB DESIGN

When the signatures must appear in broadcast media
(television, film, video), use only the available, pre-specified 50%

versions of the RGB-Web Safe color signatures. Where the

broadcast background impedes the legibility of the logo, use
the logo as pure white on a solid field of color.
60%

REPRO IN ONE COLOR

When the signatures must appear in one color, it must USW LOGO
ON BLUE
always print 100% black, USW Blue or USW Gold on a 70%
light background or be reversed out of a solid background
USW LOGO
of black, USW Blue or USW Gold. If the color scheme REVERSED

of the design clashes with the logo, the signature must be

reproduced on an area of white within the design. 80%

These guidelines apply to all logos and logo formats.

Approved color formats for reproduction:
Color breaks of the USW logos can be found on pg. 8 of this The USW Logo is shown here in all available uses. The logo should always be printed
guide. in color on white; on USW Blue; on USW Gold; or on a neutral grey. When using the logo
90%

in a single color, the positive versions should be used for tints/values from 0-30%. After
that, the logo should knock-out of the background color.
100%
Electronic artwork files:
Low-resolution files of the logo can be downloaded from the USW website. Vendors
will have to sign a licensing agreement with the USW before obtaining high-resolution files.
E-mail: [email protected].
 G R A P H I C S S T A N D A R D S A N D S T Y L E G U I D E 8

SIGNATURE COLOR PALETTE

Specific colors have been designated for the USW logo.
LOGO REPRODUCTION
These are the only approved colors for reproducing the logo Color Breaks and Specification
in all communications.
Accuracy in color reproduction is important to the integrity
and legal protectability of the logo. Always match approved
PMS color swatches when reproducing USW colors.
The USW colors shown here are just approximations of
the true color, since the only way to accurately display the
colors is to physically print using the actual PMS colors or
view them within the context of their intended use.
For print materials, refer to a current Pantone Matching
System swatch book for the true hue, chroma and saturation
of these colors.
For broadcast materials, judge the colors displayed on a
color-calibrated monitor. Keep in mind that it is not possible
to match all colors exactly cross the print and broadcast
mediums since they display colors differently.
Colors used in print are viewed as reflective light
– the human eye absorbs light that is reflected off a
physical surface. Colors used in broadcast are viewed
as a transmitted light – the colors are transmitted through
illumination.
 G R A P H I C S S T A N D A R D S A N D S T Y L E G U I D E 9

INCORRECT LOGO USAGE

It is very important that the USW logo be presented
INCORRECT LOGO USAGE
accurately and consistently every time it is applied. Our
ability to legally protect the logo is dependent on accurate
logo presentation.
These examples demonstrate some of the more likely
misuses of the signature. It is imperative that you avoid these
common violations. United Steelworkers
If you have questions regarding the correct usage of the
USW Logo, contact: [email protected].
 G R A P H I C S S T A N D A R D S A N D S T Y L E G U I D E 1 0

REPRODUCTION FOR APPAREL

When reproducing the USW logo on apparel and other
LOGO USAGE
accessories, it is vital to follow all of the rules set forth in this Apparel and Accessories
style guide. For rules regarding the placement of district and/or
local numbers below or in place of the tagline, refer to pg. 4.
The USW logo can be embroidered or silk
screened onto materials that are navy blue, golden
yellow, white, tan, black or grey. When ordering
provide your vendor with the USW logo color specifications
found on pg. 8 of this guide so that they can provide you
with a material that is the closest match to the USW approved
colors. They will also need the color specs to match the thread
used in embroidery and the inks used in screening.
When ordering apparel, have your vendor contact
[email protected] for a licensing agreement and high-
resolution files.

EMBROIDERY AND SILK SCREENING

Samples of approved embroidery are at left. Your vendor
can obtain the appropriate high-resolution files by e-mailing
[email protected].

USW APPAREL
Official USW apparel is available online at
www.usw.org, at the Steelworker Store link. If you have a
need for large quantities of custom USW apparel let the USW’s
buying power save you money.
Contact: USW Purchasing and Travel Department,
412-562-2396.

REPRODUCTION FOR OTHER ITEMS

Follow the same guidelines above when printing on novelty
items such as mugs, bottles, keychains, plastic items, etc.
Minimum size requirement may be an issue, see page 5. If the The ink or thread may be Black, White, USW Blue
item is not available in white, black, grey, tan, navy blue or or USW Gold. The shirt color must be an approved
color. Tone-on-tone is allowed. (Ex. USW Blue thread
golden yellow please contact the USW Purchasing and Travel embroidered on a Navy shirt.)

Department at 412-562-2396 for suggestions.

SCREEN PRINT ON
WHITE, TAN, KHAKI or GREY
SCREEN PRINT ON
USW BLUE or BLACK
SCREEN PRINT ON
USW GOLD D SCREEN PRINT or EMBROIDER
IN ONE SOLID COLOR
(ON SHIRTS OF APPROVED COLOR)
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SPECIFICATONS: LETTERHEAD
SIZE
LETTER HEAD AND BUSINESSCARDS
8.5” W x 11” H

STOCK
Neenah Classic Crest Natural White smooth 24#
3"

COLOR .5" .5"

2/0, light coverage, no bleeds .4"

Logo: PMS 294U (blue) and PMS 122U (gold)
Typography: PMS 294U (blue) 1.72"

Aaron Hudson
TYPESETTING Designer

Name: 12/13 pt., Futura T Bold

Title: 12/13 pt., FuturaT Regular
“United Steel, Paper…”: 9/10 pt., FuturaT Bold
Blue Bar
Address Line: 9/10 pt., FuturaT Regular 4.6 " X .046"

LOGO FILE USED

USW-letterhead.eps .36"

(vendors contact: [email protected] 1.66"

SPECIFICATIONS: BUSINESS CARDS

SIZE
2” W x 3.5” H 1"
STOCK
Neenah Classic Crest natural White smooth 80#

COLOR 1.57"

2/0, light coverage, no bleeds Aaron Hudson

Logo: PMS 294U (blue) and PMS 122U (gold) Designer
Typography: PMS 294U (blue)
Five Gateway Center 2"

Pittsburgh, PA 15222
TYPESETTING
Name: 12/13 pt., FuturaT Bold United Steel, Paper and Forestry, Rubber, Manufacturing, Energy, Allied Industrial and Service Workers International Union 412-562-2448 (Office) 2.8"
Title: 12/13 pt., FuturaT Regular .25"
412-562-2445 (Fax)
.4" .4"
Address Line: 10/11 pt., FuturaT Regular 412-555-5555 (Cell)
Phone Number Block: 9/11 pt., FuturaT Regular .5" .5"
[email protected]
“United Steel…”: 9/10.5 pt., FuturaT Regular Stroke Weight = 1pt.
United Steel, Paper and Forestry, Stroke Weight = .5 pt.,
USW blue
Rubber, Manufacturing, Energy, Allied
LOGO FILE USED Industrial and Service Workers Stroke Weight = .5 pt.,
USW gold
International Union
USW-businesscard.eps Union Bug

(vendors contact: [email protected])

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FREQUENTLY ASKED QUESTIONS from Local Union Members

1. Can I get a copy of the logo?
Yes, low-resolution versions of our logo are available for download on our website: www.usw.org. There are a variety of styles and sizes to choose from.

2. What can I use the logo for?

As a member of the USW, you can paste the low-resolution logos into your internal communications such as flyers, handbills, newsletters, websites, etc.

3. Who is a vendor?
A vendor is an individual or company that is hired to produce a product for you or place a design on a product at a cost to the local union.

4. I want to purchase t-shirts for our members from a local vendor. What do I do?
You must have the vendor request the license agreement from the USW Purchasing and Travel Department at 412-562-2396 or by e-mail at [email protected]. That is the only way
they can receive the high-resolution files necessary for quality reproduction.

5. I use a distributor to shop for union promotional items for the local. How do I handle their request for a high-resolution file?
Distributors can download the low-resolution files from our website so that they have a record of the selections. Since they personally are not creating any of the items, there is no
reason for them to have the high-resolution files. The manufacturers or vendors that they choose must sign an agreement and request the high-resolution files by contacting the USW
Purchasing and Travel Department at 412-562-2396 or by e-mail at [email protected].

6. Can I give the logos from the website to my vendor to print on shirts or other materials?
No. The low-resolution logos from the website are not sufficient for embroidering, silk-screening or professional printing. Your vendor will want the high-resolution files.

7. Does the tagline have to appear under the logo at all times?
No. However, one substitute for the tagline is the district/or local number. Be sure to use the correct font at the correct size. Refer to pg. 4 of this guide for further instructions.

8. Our local wants to purchase safety-green shirts and have the USW logo printed on the pocket. Is that okay?
No. We want to be known as the Union that wears Navy Blue and Gold. We request that you purchase items that display our Steelworker colors. If you have a specific reason to
use a different color, please contact the USW Purchasing and Travel Department at 412-562-2396 or by e-mail at [email protected] to discuss.

9. My vendor is not a union shop, can they still request a high-resolution file?
No. If you live in an area where union shops are scarce, our website has a list of union vendors that can fill your needs for standard printing, banners, customized clothing, and
other promotional items. If after reviewing the list you have any further concerns, you can direct them to [email protected].

10. Does my vendor have to pay to receive the high-resolution logo?

No, there is no cost. However, the vendor must sign a license agreement that states they will abide by the USW guidelines for use of the logo.

11. How long will it take for my vendor to receive the high-resolution logo?
You should receive a response to your request within three business days. The license agreement will be e-mailed, faxed or mailed to your vendor for their signature. Upon receipt
of the signed agreement, the high-resolution files, along with other pertinent information, will be sent to the vendor by e-mail or by regular mail.

12. My local wants to have the USW logo printed on frisbees but the vendor only has green frisbees. Is this ok?
No. Please contact the USW Purchasing and Travel Department at 412-562-2396 or by e-mail at [email protected] to discuss options.