BRAND GUIDELINES | QUICK REFERENCE GUIDE 1

Messaging Framework

Agency Boilerplate

Logo Guidance Download LOGOS

OUR AMBITION

OUR POSITIONING

Make service to others a cornerstone of our national culture 

and an indispensable part of the American experience

We are uniting America by bringing people together to 

serve communities

AmeriCorps, the federal agency for national service and volunteerism, provides opportunities for 

Americans to serve their country domestically, address the nation’s most pressing challenges, improve 

lives and communities, and strengthen civic engagement. Each year, the agency places more than 

200,000 AmeriCorps members and AmeriCorps Seniors volunteers in intensive service roles; and 

empowers millions more to serve as long-term, short-term, or one-time volunteers. 

Learn more at AmeriCorps.gov. 

BRAND GUIDELINES: 

QUICK REFERENCE GUIDE

Stacked Logo

Secondary logo, used mostly 

on gear and as appropriate 

depending on shape of item/visual

Primary Logo

Lead with this version

Seal Only Logo

Very limited use in small spaces 

or unique circumstances

Example: small promotional items, like ink pens
BRAND GUIDELINES | QUICK REFERENCE GUIDE 2

Wave Guidance Download WAVES

Color Palette

Incorrect Logo Uses

Full wave, on navy Full wave, on white Single line wave, on white

• Don’t remove, add, or change any elements of the logo, including the agency name. 

Do not add your organization or department name to logo. 

• Don’t change the logo orientation.

• Don’t use bevel or emboss effects on the logo.

• Don’t add “glow” or “drop shadow” effects to the logo.

• Don’t put a white box around the logo when placed on a dark or busy background.

• Don’t reconfigure or change the size or placement of any logo elements.

• Don’t distort proportions by stretching or squeezing the logo.

• Don’t recreate elements or replace them with something.

• Don’t change the logo font.

Navy

C74 M44 Y0 K74

R17 G37 B66

HEX 112542

PANTONE 289 C

Crimson

C0 M82 Y78 K28

R184 G33 B40

HEX B82128

PANTONE 1805 C

Red

C0 M81 Y80 K1

R253 G47 B50

HEX FD2F32

PANTONE 3556 C

Blue

C91 M66 Y0 K7

R21 G80 B237

HEX 1550ED

PANTONE 2387 C

Olive

C10 M0 Y76 K42

R132 G147 B36

HEX 849324

PANTONE 2306 C

Aqua

C77 M0 Y37 K23

R45 B196 G182

HEX 2DC4B6

PANTONE 7465 C

Gray

C2 M5 Y0 K49

R127 G123 B130

HEX 7F7B82

PANTONE 4278 C

Cream

C0 M4 Y18 K0

R255 G244 B210

HEX FFF4D2

PANTONE 7499 C

Mustard

C0 M26 Y92 K14

R220 G163 B18

HEX DCA312

PANTONE 7555 C

Violet

C60 M71 Y0 K42

R59 G43 B148

HEX 3B2B94

PANTONE 2370 C

PRIMARY COLORS SECONDARY COLORS

Pantone should be used for solid color printing. CMYK should be used for 4-color process printing.

RGB should be used for digital application. Consult with OEA for all printing projects.

ABC Organization

Typography

For awareness, Circular is the primary font for our brand and what is used in our logo. We do not 

expect grantees, sponsors, partners or staff to license Circular for use.

Century Gothic and Avenir Next LT Pro are our supporting system fonts. In situations where Circular 

is not available, Century Gothic or Avenir Next LT Pro are alternatives.

Circular OR

PRIMARY FONT SECONDARY FONTS
BRAND GUIDELINES | QUICK REFERENCE GUIDE 3

Photography

Visit our Flickr account FRONT BACK

Uniform Examples

Impact

Images showing members and volunteers 

engaged in service to meet pressing needs

Strengthen

Images that show objects or moments 

of the process of strengthening

Unite

Images similar to our homepage hero, 

where people are united working together

Lead

Images focused on singular individuals 

making a difference

Co-branding

Proper spacing

DISTANCE FROM EDGES

CLEAR SPACE

BOTH LOGOS SAME HEIGHT

Co-branding Requirements for Partners

WHERE PLACEMENT WHAT

Website Homepage, footer, or suitable 

prominent placement Logo

Printed and digital 

collateral

(one pagers, brochures, 

recruitment resources)

Flexible based on material but logo 

should appear at least once. Messaging 

should follow requirements in main 

brand guidelines.

Logo and messaging

Social media Photos, videos, posts, hashtags Where possible, tagging an AmeriCorps account and 

using logo and messaging.

Uniforms and 

branded gear Flexible but must appear at least once. Logo

Media Online coverage, press releases, TV, 

radio, newspapers

Messaging should follow requirements in main brand 

guidelines. Photos and videos should show branded 

uniforms and gear. Boilerplate language recommended 

on page 1 of this quick reference guide.
BRAND GUIDELINES | QUICK REFERENCE GUIDE 4

For questions, email logos@cns.gov

Tone and voice

It is important to communicate clearly and professionally with all audiences. Use the tips below to 

ensure your communications are clear and effective. To avoid confusion when referring to AmeriCorps 

and AmeriCorps Seniors, and to ensure that we consistently position these brands, use the following 

protocols in all online and offline communications.

General branding guidelines 

• Always capitalize the A and C without a space between Ameri and Corps, so it reads AmeriCorps. 

• When referring to AmeriCorps members and AmeriCorps Seniors volunteers, do not capitalize 

the m in members or the v in volunteers. It should read AmeriCorps members and AmeriCorps 

Seniors volunteers.

• Never abbreviate AmeriCorps or AmeriCorps Seniors.

Lead with AmeriCorps and AmeriCorps Seniors. 

• All participants in AmeriCorps programs including NCCC, VISTA, and State and National programs 

are AmeriCorps members. 

• Participants in AmeriCorps Seniors programs including the Foster Grandparent program, Senior 

Companion program, and RSVP are called AmeriCorps Seniors volunteers. 

• If you are discussing both AmeriCorps members and AmeriCorps Seniors volunteers in the same 

sentence, you may refer to them as AmeriCorps members and volunteers. 

• Grantees and sponsors must identify their programs funded by AmeriCorps as AmeriCorps

or AmeriCorps Seniors programs and program participants as AmeriCorps members or 

AmeriCorps Seniors volunteers. 

• We are an AmeriCorps grantee.

• We are an AmeriCorps Seniors grantee. 

Program names exist, but they are de-emphasized when communicating publicly. 

Recommendations for Grantees 

• We are an AmeriCorps grantee and receive funds as part of their State and National program. 

• [Insert organization name] is a proud grantee of AmeriCorps. We receive funding from them to 

operate our VISTA program.

• We are an AmeriCorps Seniors grantee and receive funds through their Senior Demonstration program. 

Write in active voice. 

• Active voice: writing for AmeriCorps should be informal, inclusive, straightforward, and engaging. 

Active voice is direct and more engaging than the passive. 

• Active: AmeriCorps will celebrate National Volunteer Week in April.

• Passive: AmeriCorps will be celebrating National Volunteer Week in April. 

• Use short and complete sentences. 

Review the AmeriCorps Style Guide for grammar, punctuation, and capitalization details.