The Sierra Club has a new logo. It's not a radical departure: It still contains all the
important imagery - the Sequoia tree, Half Dome, the oval frame. It's been sharpened and
simplified so it will reproduce at a smaller size and still be readable.
What's changed? The words "Sierra Club" and "Founded 1892" - which
previously were wrapped around the oval - now appear under or to the right of the drawing.
There are two configurations - the horizontal one, seen below and the vertical one.
What's also new is the effort to standardize logo use throughout the Club. "A good
logo is instantly identifiable," said Marketing Director Jane Lodato, who coordinated
the development of the logo and its guidelines. "But it must be used consistently if
it is to strengthen our identity. Have you ever seen the Apple Computer logo with pastel
In December, all chapters, groups, field offices and national committees will receive
the "Sierra Club Logo Guidelines" - which specify how the logo is to be used.
Some of the usage rules:
-- Never separate the image in the oval frame from the words.
-- The words "Sierra Club" are always printed in black ink. When you are able
to print in color, the image should be printed in PMS 343 (or its process color
equivalent) and the words in black.
The style guide also contains specifications for printing letterhead, envelopes and
The guide includes four pages of camera-ready logos in assorted sizes. The logo can
also be downloaded - with a password - from the Club's Web site. It will not be available
on floppy disk.
The logo was approved by the Board of Directors in July. It is the only logo approved
for usage upon receipt of the style guide. (Of course, please use up any already existing
For more information or to receive a password to download the logo from the Web page:
contact our Logo Adminstrator at: firstname.lastname@example.org.
Go on to the next article, "Budget
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