p.p1 cards. Logotype The logotype should be used minimally

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Full Lockup 
Our full logo is made up of two parts — the icon and the typemark. The logo lockup should be utilized on all marketing applications and high visibility identity applications, including websites, email marketing, and other marketing campaigns. 
Our Icon 
The JFF icon should be seen as a stamp of distinction. We encourage using it often, as long as it’s clear that the product is coming from JFF. Items might include email signatures, animations, or video title cards. 
Logotype 
The logotype should be used minimally and only where the other versions cannot work. Secondary Lockup 

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p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; line-height: 12.1px; font: 15.5px Helvetica; color: #4e393b}
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The secondary logo should be used when JFF is supporting another brand or event. It can also be used when space is an issue and a horizontal lockup might be needed. 

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Movement and connectivity are key to what JFF does, which are qualities are reflected in the dynamic nature of our color palette. You’ll see that when the basic shapes interact with the chosen colors of the spectrum, new colors come forward. A nod to the positive change and creation of new things that happen with collaboration 

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Like the logo, the brand palette is made up of the building blocks of color theory that, when combined with each other, create an almost endless variety of possibilities. 

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Our palette is formed from three analogous color schemes that can be shifted and rearranged depending on application. Each color group has a sense of harmony and balance; the entire palette represents a rich, vibrant, and complex system that is adaptable and collaborative.

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The columns and the primary colors represent the basic building blocks of the brand, so the columns should always be the primary colors even when they are being used as graphic elements. The primary palette can also be used in headlines and call outs.

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The darker shades of the secondary palette can be used in any informational pieces like buttons or web content highlights. When graphics are intersected the darker secondary shades should become lighter where they interact with other shapes. When needed, the lighter secondary shades can be used as backgrounds for the logo. The brand fonts strike a balance between technologically futuristic and approachably human. All of our visuals provide greater depth to the JFF narrative. 

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Our visual style always has a focus on the future. Video content, photography, illustrations and graphics all communicate the idea that JFF is leading, influencing and innovating.

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Our photography is bold and showcases innovation. It shows the big picture, whether depicting Americans at work in new industries or showing the breadth of JFF’s impact through the cities where we enact change. A vast depth of field in our photographs relates to the depth of thought needed in guiding the transformation of our country’s workforce and education systems. The presence of a person in these shots brings warmth to an otherwise cold landscape. It reminds us of the human element needed to address the most pressing issues of our time, and gives a face to stories captured in a single moment. 

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Illustrations should be informative and inviting. Simple, but still modern. They should reflect innovation and communicate without barriers. Illustrations and icons should be animated whenever possible. 

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Just like our photography, our video style is direct and forward-thinking. B-roll of programs and initiatives should contain both wide and deep capture, showing a depth of knowledge and scale, and also intimate close-up shots, showing attention to process and detail. When shooting interviews or testimonials, eye lines should focus directly down the lens, reinforcing the direct connection that we have from ideas to action. For any animated or graphic-heavy pieces, we should draw elements from the logo and broader guidelines — using movement and shape to reinforce that we are driving powerful change. We are at the forefront of our industry, and all of our interactions should reflect that. Our voice is ambitious and bold, and our tone should reflect conviction and authority. Our language should always be relatable, clear, and free of jargon. 

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We speak definitively but without arrogance or presumption. Our voice is spirited and strong. Our communications are thought-provoking and drive actionable ideas. Our research is accessible, actionable, and informed by our work on the ground. We are the ones leading the conversation, and the way we express ourselves reflects our expertise and a deep passion for our work. We are transforming the American workforce and education systems to accelerate economic advancement for all. We design innovative and strategic solutions that affect lasting change. We scale ideas and programs that expand the possibilities of economic opportunity for all. 

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We influence industry actions that drive positive labor market outcomes. 

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JFF is a national nonprofit that drives meaningful change in the American labor market through system disruption and innovation at scale. 

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JFF is a national nonprofit that drives meaningful change in the American workforce and education systems. For 35 years, JFF has led the way in designing innovative and scalable solutions that create access to economic advancement for all. Visit www.jff.org to find out more, and join us as we build a future that works. #1 JFF is revolutionizing the American workforce and education systems. The rapid development of technology and globalization have led to a US labor market that is broken, with employers and people alike lacking the crucial skills, experience, and access they need to achieve economic advancement. We work to align every level of industry, from leading institutions and large corporations to vital local community-based organizations. We set the tone for leadership and implement programs that produce lasting results. For over 30 years, we have led the way in building a future that works for all. #2 

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The American labor market is broken. Technology and skills have evolved but the systems have not. JFF is driving the change needed to revolutionize and realign the American workforce and education systems. This transformation is happening now. It is critical for us to continue our mission to design, scale, and influence innovative solutions and secure a future with economic advancement for all. Building a future that works.

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Our social media platforms are an extension of our voice and personality — a place to be inspiring and thought-provoking by sharing and showcasing our innovation and progress within the economic, education, and workforce spheres where we actively participate every day. By highlighting what we do to drive meaningful change, we not only reinforce our authority and position as thought leaders, but also motivate others to act. In keeping with our brand, our tone should remain spirited and strong. Most importantly, each post should forge a stronger connection between the work that we do every day, the people we are working for, and a future that works for all. 

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As a whole, the brand style guidelines should give a clear and concise snapshot of the JFF of today. The choices are as distinct and bold as our brand and represent a modern vision, voice, and look that acknowledge our 35-year history of leading the charge to change the landscape of the American economy. 

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