BRAND GUIDELINESJanuary 2017 | leanconstruction.org

PAGE 2CONTENTS

The Lean Construction Institute (LCI) is a non-profit organization, founded in 1997. The Institute operates as a catalyst to transform the industry through Lean project delivery using an operating system centered on a common language, fundamental principles, and

basic practices.

3 WHO WE ARE

4 BRAND ATTRIBUTES

5 LANGUAGE USAGE

6 LOGO: HORIZONTAL

7 LOGO: STACKED

8 SYMBOL

9 LOGO SPACING AND SIZING

10 LOGO USAGE

11 COLOR PALETTE

12 PRIMARY & ALTERNATIVE TYPEFACES

13 PRESENTATION STYLE GUIDE

14 ICON STYLE

PAGE 3

LCI VISIONTransform the built environment through Lean implementation

GOALIncrease stakeholder satisfaction and project delivery value

OUR OBJECTIVES

Demand Create demand for Lean

Knowledge Develop and deliver standard building blocks for Lean

Value Establish standard metrics for value and satisfaction

Capacity Create your capacity for learning and sharing better practices

WHO WE ARE

PAGE 4BRAND ATTRIBUTES

BRAND ATTRIBUTESCredibleTransformationalCollaborativeProactive

PAGE 5LANGUAGE USE

LANGUAGE USELean should always be capitalized

Lean Construction Institute, LCI or Lean (for short)

Never use all caps to spell out Lean Construction Institute or Lean

PAGE 6LOGO: HORIZONTAL VERSIONThe Lean Construction Institute has one logo with two format variations; horizontal and stacked versions. This is the horizontal version. Use one of the two logos to act as a signature on all communication materials. The logo is crucial to our message and recognition of the logo is vital to the strength of

the brand. The logo is a combination mark and it should appear as a full unit (symbol and words together) at all times. The words should never appear alone, however, the symbol may appear by itself when necessary, see page 8.

The column on the left shows the logo in its complete form. The column on the right shows how the logo should appear only if the logo needs to be engraved or needs to be reproduced using one color. The logos in the right column should be used in special circumstances only.

Always use the official art to reproduce the logo and never alter it any way. The logo is the foundation of our brand’s identity.

Refer to page 9 to learn about the logo’s buffer zone.

PAGE 7LOGO: STACKED VERSIONThis is the Lean Construction Institute’s stacked logo. For more information on our logos and how to use them correctly, see page 6.

Refer to page 9 to learn about the logo’s buffer zone.

PAGE 8SYMBOLThe Lean Construction Institute’s symbol is taken directly from the logo. The symbol represents the industry with its constructive elements and strong angles. The letters “LCI” are represented in the structure, which makes the symbol memorable and able to stand alone. The symbol is not used

often and only when the logo is not needed to represent LCI. For example, the symbol can be used for social media profile images or event badges.

PAGE 9LOGO SPACING AND SIZING

SymbolHeight

Spacing. To maximize the logo’s presence on a printed document or website, honor the buffer zone (gray area above), which is based on the height of the full symbol. Do not place any other elements within this buffer zone. It is important to recognize this zone at all times. Utilizing this clearance

space will ensure that the logo’s visual impact is never compromised and the integrity of the logo is always protected.

Sizing. The logo should be sized appropriately to fit the design needs of each branded piece that is created. The tagline should be easily readable on all designed materials.

SymbolHeight

Follow these general rules for sizing.

8.5" x 11" printed materials:Logo width is no less 4" across

Website:Logo width is no less than 2.5" or 240 pixels across

Powerpoint Presentations:Widescreen format. Logo width is no less 4.5" across

Standard format. Logo width is no less 3.5" across

PAGE 10LOGO USAGE It is imperative to keep the integrity of the logo intact at all times. The following list includes examples of how not to use the logo. This list is limited and when usage is in question, reference this page.

Examples of incorrect logo usage are shown above.

Usage Don’ts:1. Do not change orientation2. Do not add effects3. Do not stretch or shrink in any direction4. Do not outline5. Do not change the color6. Do not delete any part of the logo7. Do not place shapes behind the logo8. Do not use a gradient

EXAMPLES OF INCORRECT LOGO USAGE

PAGE 11COLOR PALETTE

PRIMARY ACCENT

CMYK: 87/71/13/1RGB: 58/90/152Hex: 3a5997

WHITE BLACK CMYK: 53/84/0/0RGB: 143/68/173HEX: 8f44ad

CMYK: 7/93/99/1RGB: 223/53/39HEX: df3527

CMYK: 71/28/0/0RGB: 53/152/220HEX: 3598dc

CMYK: 73/0/51/0RGB: 27/188/157HEX: 1bbc9d

SUPPORTING

CMYK: 23/17/13/41RGB: 129/132/138HEX: 80838a

CMYK: 8/5/6/13RGB: 204/206/207HEX: cccece

CMYK: 32/27/30/8RGB: 164/161/157HEX: a4a19d

CMYK: 15/3/0/0RGB: 212/231/247HEX: d4e7f7

The Lean Construction Institute’s color palette is represented above. The primary color palette (left column) consists of the main blue color from the logo, along with white and black to support.

The accent and supporting colors can be used in addition to the primary color palette in communication materials,

including print and web. Use only the colors specified in the brand’s identity package.

Do not alter or screen colors.

PAGE 12PRIMARY & ALTERNATIVE TYPEFACES

Function PalatinoRegular, Bold Regular, Italic, Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

The Lean Construction Institute’s typography includes Function and Palatino typefaces. Using two different, unique typefaces makes the brand appear more professional and reinforces the set look and feel. Function is used for titles and headings, while Palatino is used for content. The specified fonts in each family are represented above. Always use our brand fonts.

If our brand fonts are not available, use our specified alternative fonts as a close substitute. Do not use any other fonts.

Alternative FontsFutura Replaces Function; to be used for titles and headings

Garamond Replaces Palatino; to be used for content

Presentation FontsIf you do not have access to the fonts listed above, use Arial as a default typeface for all Powerpoint presentations. Arial font is commonly used for presentations, as it is compatible on both Mac and PC, and is easily readable from far distances.

PAGE 13

ABCDEFGHIJKLMNOPQRSTUVWXYZ

PRESENTATION STYLE GUIDEWhen creating a presentation for LCI, it is important to follow the guidelines above to ensure brand consistency.

See page 12 regarding presentation fonts.

PRESENTATION STYLE GUIDEMake sure guides are turned on. Click “View” on top ribbon, then select guides.

Use the provided template layouts.

All fonts should be Arial, minimum size is 28, and font color is black for readability purposes.

Colors should follow our branding guidelines, see page 11.

Spell out acronyms the first time they are used in the presentation.

Provide a glossary of acronyms from the presentation as back-up.

PAGE 14ICON STYLEThe Lean Construction Institute’s icon style is referred to as a flat design. This style is clean and concise—a reflection of our brand values. This is a deliberate choice and must be honored at all times.

Shown above are two correct samples of how the icons can be displayed. In the first option, the icons are white with a

solid color background. The background colors are selected from the brand’s accent palette. The second option is shown with a solid gray icon in the center of a circle. The circle is white or transparent, depending on the background of which it will appear, and is outlined with a 1pt stroke. The outlined stroke may vary slightly depending on the design needs. The vision for the

outlined circle icon is to show a distinct difference in the visual weight the icon carries versus the stroke. The color of the stroke can be determined by the set brand palette.

Do not use multiple colors in the same icon. For example, do not use blue and green to create an icon and then place an

orange circle behind it. Furthermore, it is recommended to limit the color of the background or stroke to one brand color in consolidated designs.

The Lean Construction Institute1400 North 14th Street, 12th FloorArlington, VA 22209

T: 703.387.3050

leanconstruction.org

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