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CAP 20 Brand Guide

The purpose of this guide is to preserve the clarity and integrity of our brand by providing guardrails for those who work with our logos and other branding assets.

Our goal is to create a clear, consistent experience for those who come in contact with the CAP brands across all platforms and mediums.

The CAP 20 brand treatment is part of a yearlong celebration of the founding of the Center for American Progress in 2003.

For questions not covered in the FAQ, email the Brand Hero mail

The logos in this guide are the registered and unregistered trademarks of the Center for American Progress and the Center for American Progress Action Fund. Read more in our Terms of Use.

LOGO MARKS

CAP 20th anniversary primary logo

The CAP 20 logo mark commemorates 20 years of bold, progressive ideas, strong leadership, and concerted action.

Our BOLDLY FORWARD tagline marks (single line and stacked) are best used in contexts where there is not a competing message (e.g., CAP 20 promotional materials, webpage or email footer blocks, etc.).

Stacked tagline mark

Downloaddownload

Tagline mark

Downloaddownload

Stacked wordmark

Downloaddownload

Horizontal wordmark

Downloaddownload

Color

PRIMARY
CAP Blue
HEX: #0B2466
RGB: 11 36 102
CMYK: 100 94 30 23
PMS: 280 C
CAP Red
HEX: #FA6457
RGB: 250 100 87
CMYK: 0 76 64 0
PMS: 178 C
CAP 20 Teal
HEX: #09D2AE
RGB: 9 210 174
CMYK: 96 0 17 18
PMS: 3252 C
SECONDARY
CAP 20 gold
HEX: #FFC72E
RGB: 255, 199, 46
CMYK: 0, 22, 82, 0
PMS: 123 C
CAP 20 Blue
HEX: #0050EC
RGB: 0, 80, 236
CMYK: 100, 66, 0, 7
PMS: 285 C
CAP Teal
HEX: #27A49E
RGB: 38 164 158
CMYK: 76 14 43 0
PMS: 2401 C
CAP 20 Black
HEX: #151515
RGB: 21, 21, 21
CMYK: 0, 0, 0, 92
PMS: Black 3 C

White knockout logo

Use our color logo marks when possible, but when working with a dark background color or using a mark on an image that will create low-contrast (less than 3:1 contrast ratio) visibility issues, you can use our white knockout logo and wordmarks.

Our knockout logos should always be 100% white. Do not color these marks or reduce their opacity.

Stacked tagline mark

Downloaddownload

Tagline mark

Downloaddownload

Stacked wordmark

Downloaddownload

Horizontal wordmark

Downloaddownload

Social media avatars

The X and Facebook avatars should match the primary logo but will be cropped to a circle by the platform.

CAP policy teams should use standardized team-name, brand-colored avatars for their approved social media feeds. On limited occasions, we will create variations in recognition of CAP-supported campaigns and events, such as Pride Month. Please contact the Brand Hero mail for further information.

Video watermark

The CAP 20 video watermark features the CAP 20 white knockout logo at 185 x 90 px (for 1920 x 1080 or 1080 x 1080 aspect ratio), at 35 percent opacity. It should be positioned in the upper-right corner, equidistant from the top and right edges, and allow for 2x “width of C” clear space.

USAGE GUIDELINES

Clear space

When using the primary CAP logo, the minimum clear space from the logo bounding box is the width of the C in “CAP.”

When using the wordmarks, the minimum clear space from the logo bounding box is the height of the C in “Center.”

Stacked wordmark

Horizontal wordmark

Minimum size

The effectiveness of our logo can be diminished if sized too small to easily see or read. To maintain sufficient visibility and legibility, our primary logo must be sized no smaller than these minimum requirements:

For use on a 1200 px width social graphic: 72x72 px at 72 ppi

For use on a webpage: 50x50 px

For use in print: 0.4 inch

For other nonstandard uses, such as promotional swag, please email the Brand Hero mail for discussion or guidance.

Improper use

Do not stretch or compress the logo.
Do not add effects such as shadows, dimensions, strokes, or gradients to the logo.
Do not recolor or rotate logos or wordmarks.
Do not decorate our brand with illustration.
Do not use the logo on low-contrast (less than 3:1 contrast ratio) or clashing backgrounds.
Do not use elements of our brand out of brand context or to create new marks or lock-ups.

Fonts

Acumin Pro should not be used for text outside of the brand marks themselves in CAP products, including social graphics, videos, and print.

Coign 87 Bold should be used for headlines in CAP 20 brand and promotional contexts, in all caps, using a white or primary color fill. An outline version should be used only in decorative or textural contexts (e.g., a background pattern). No other weights of Coign are recommended.

Neue Haas Grotesk should be used as the base font for CAP identity materials and wayfinding signage. It should also be used for body copy in CAP 20 brand and promotional design—display version for subheads and larger text and text version for paragraph text and body copy.

Acumin Pro ExtraCondensed
AaBbCcDdEeFfGgHh
‍0129456789
!@#$%&?!

Coign 87 Bold
AaBbCcDdEeFfGgHh
‍0129456789
!@#$%&?!

Neue Haas Grotesk
AaBbCcDdEeFfGgHh
‍0129456789
!@#$%&?!

CO-BRANDING

When co-branding an event or product with CAP and an external partner, size logos to be of roughly equal visual area, middle or center align them, and add a dividing line, using double clear space (twice the width of C in “CAP”) on both sides.

Dividing line should be black and 2 px weight when designing for the web. Line should be vertical in horizontal arrangements and horizontal in vertical (stacked) arrangements. Line length should be no less than the CAP logo height or width and no greater than 120 percent of the CAP logo height or width.

When partner brand guidelines don’t allow for a dividing line, maintain a full 4x “width of C” clear space between logos.

Internal co-branding

When co-branding CAP 20 and CAP Action 20, align logo marks horizontally or vertically with standard (width of C in "CAP") clear space between them. The CAP logo must be placed to the left of, or above, the CAP Action logo.

ADDITIONAL RESOURCES

CAP 20-branded PowerPoint template
Downloaddownload
Branded letterhead Word templates
  • CAP 20 letterhead
  • CAP 20 and CAP Action 20 co-branded letterhead
  • Downloaddownload

ACCESSIBILITY

Accessibility and inclusion are pillars of our brand. We strive to make our work accessible to all, including those with visual or hearing impairments. For guidance on our accessibility standards, please visit our accessibility guide (requires CAP login).

GOVERNANCE

These brand guidelines were created to provide clarity and to preserve the integrity of our brand.

You may use the materials in this guide, as described, for their intended purposes. However, you don’t have to navigate this guide alone. We have a Brand Hero mail to help. And training in advance on how to use this guide, and all its assets, is recommended.

In addition, the Brand Hero mail is available to discuss any challenges or possible needs, and to provide guidance. If you are at all unsure about a particular use or have a potential need not listed in the guide, please reach out for approval.

Finally, please secure these approvals prior to incurring any printing or other production costs. Most requests can be addressed within 1–2 business days.

FAQs

Who is this guide for?

  • CAP and CAP Action staff
  • CAP and CAP Action content designers and producers
  • Designers and producers contracted by CAP and CAP Action
  • Partners and coalitions with relationships with CAP or CAP Action that are designing material we participate on or in

How long will the CAP 20 brand assets be in use?

CAP 20 branding is part of a 20th anniversary celebration of the founding of the Center for American Progress. It will be unveiled publicly on or around October 24, 2023, and will be active for approximately one year.

Can I request an exception to the brand use guidelines in this guide?

Yes. Questions, comments, and requests are always welcome. Exceptions will be rare, but this is a living, growing, and evolving resource that will adjust to the needs of the organization.

Read the Governance section above, and email questions or requests to the Brand Hero mail

We have a co-branded event that needs a new unique logo. How do we go about getting one designed and approved?

All sub-branding (e.g., events, campaigns, etc.) requests should still be submitted to the Art Team, who will discuss the request with the policy or Events team stakeholders—and the Brand Hero—and develop brand-compliant design options for consideration.

Direct any additional questions to the Brand Hero mail

The Center for American Progress is an independent nonpartisan policy institute that is dedicated to improving the lives of all Americans, through bold, progressive ideas, as well as strong leadership and concerted action. Our aim is not just to change the conversation, but to change the country.

CAP Action 20 Brand Guide

The purpose of this guide is to preserve the clarity and integrity of our brand by providing guardrails for those who work with our logos and other branding assets.

Our goal is to create a clear, consistent experience for those who come in contact with the CAP brands across all platforms and mediums.

The CAP Action 20 brand treatment is part of a yearlong celebration of the founding of the Center for American Progress in 2003.

For questions not covered in the FAQ, email the Brand Hero mail

The logos in this guide are the registered and unregistered trademarks of the Center for American Progress and the Center for American Progress Action Fund. Read more in our Terms of Use.

LOGO MARKS

CAP Action 20th anniversary primary logo

The CAP Action 20 logo mark commemorates 20 years of bold, progressive ideas, strong leadership, and concerted action.

Our BOLDLY FORWARD tagline marks (single line and stacked) are best used in contexts where there is not a competing message (e.g., CAP Action 20 promotional materials, webpage or email footer blocks, etc.).

Stacked tagline mark

Downloaddownload

Tagline mark

Downloaddownload

Stacked wordmark

Downloaddownload

Horizontal wordmark

Downloaddownload

Color

PRIMARY
CAP Red
HEX: #FA6457
RGB: 250 100 87
CMYK: 0 76 64 0
PMS: 178 C
CAP Blue
HEX: #0B2466
RGB: 11 36 102
CMYK: 100 94 30 23
PMS: 280 C
CAP 20 gold
HEX: #FFC72E
RGB: 255, 199, 46
CMYK: 0, 22, 82, 0
PMS: 123 C
SECONDARY
CAP 20 Blue
HEX: #0050EC
RGB: 0, 80, 236
CMYK: 100, 66, 0, 7
PMS: 285 C
CAP 20 Teal
HEX: #09D2AE
RGB: 9 210 174
CMYK: 96 0 17 18
PMS: 3252 C
CAP 20 Black
HEX: #151515
RGB: 21, 21, 21
CMYK: 0, 0, 0, 92
PMS: Black 3 C

White knockout logo

Use our color logo marks when possible, but when working with a dark background color or using a mark on an image that will create low-contrast (less than 3:1 contrast ratio) visibility issues, you can use our white knockout logo and wordmarks.

Our knockout logos should always be 100% white. Do not color these marks or reduce their opacity.

Stacked tagline mark

Downloaddownload

Tagline mark

Downloaddownload

Stacked wordmark

Downloaddownload

Horizontal wordmark

Downloaddownload

Social media avatars

The X and Facebook avatars should match the primary logo but will be cropped to a circle by the platform.

CAP Action policy teams should use standardized team-name, brand-colored avatars for their approved social media feeds. On limited occasions, we will create variations in recognition of CAP-supported campaigns and events, such as Pride Month. Please contact the Brand Hero mail for further information.

Video watermark

The CAP Action 20 video watermark features the CAP Action 20 white knockout logo at 185 x 90 px (for 1920 x 1080 or 1080 x 1080 aspect ratio), at 35 percent opacity. It should be positioned in the upper-right corner, equidistant from the top and right edges, and allow for 2x “width of C” clear space.

USAGE GUIDELINES

Clear space

When using the primary and tagline CAP Action 20 logos, the minimum clear space from the logo bounding box is the width of the C in "CAP.”

When using the wordmarks, the minimum clear space from the logo bounding box is the height of the C in “Center.”

Stacked wordmark

Horizontal wordmark

Minimum size

The effectiveness of our logo can be diminished if sized too small to easily see or read. To maintain sufficient visibility and legibility, our primary logo must be sized no smaller than these minimum requirements:

For use on a 1200 px width social graphic: 72x72 px at 72 ppi

For use on a webpage: 50x50 px

For use in print:
0.4 inch

For other nonstandard uses, such as promotional swag, please email the Brand Hero mail for discussion or guidance.

Improper use

Do not stretch or compress the logo.
Do not add effects such as shadows, dimensions, strokes, or gradients to the logo.
Do not recolor or rotate logos or wordmarks.
Do not decorate our brand with illustration.
Do not use the logo on low-contrast (less than 3:1 contrast ratio) or clashing backgrounds.
Do not use elements of our brand out of brand context or to create new marks or lock-ups.

Fonts

Acumin Pro should not be used for text outside of the brand marks themselves in CAP products, including social graphics, videos, and print.

Coign 87 Bold should be used for headlines in CAP 20 brand and promotional contexts, in all caps, using a white or primary color fill. An outline version should be used only in decorative or textural contexts (e.g., a background pattern). No other weights of Coign are recommended.

Neue Haas Grotesk should be used as the base font for CAP identity materials and wayfinding signage. It should also be used for body copy in CAP 20 brand and promotional design—display version for subheads and larger text, and text version for paragraph text and body copy.

Acumin Pro ExtraCondensed
AaBbCcDdEeFfGgHh
‍0129456789
!@#$%&?!

Coign 87 Bold
AaBbCcDdEeFfGgHh
‍0129456789
!@#$%&?!

Neue Haas Grotesk
AaBbCcDdEeFfGgHh
‍0129456789
!@#$%&?!

CO-BRANDING

When co-branding an event or product with CAP and an external partner, size logos to be of roughly equal visual area, middle or center align them, and add a dividing line, using double clear space (twice the width of C in “CAP”) on both sides.

Dividing line should be black and 2 px weight when designing for the web. Line should be vertical in horizontal arrangements and horizontal in vertical (stacked) arrangements. Line length should be no less than the CAP logo height or width and no greater than 120 percent of the CAP logo height or width.

When partner brand guidelines don’t allow for a dividing line, maintain a full 4x “width of C” clear space between logos.

Internal co-branding

When co-branding CAP Action 20 and CAP 20, align logo marks horizontally or vertically with standard (width of C in "CAP") clear space between them. The CAP logo must be placed to the left of, or above, the CAP Action logo.

ADDITIONAL RESOURCES

CAP Action 20-branded PowerPoint template
Downloaddownload
Branded letterhead Word templates
  • CAP Action 20 letterhead
  • CAP 20 and CAP Action 20 co-branded letterhead
  • Downloaddownload

ACCESSIBILITY

Accessibility and inclusion are pillars of our brand. We strive to make our work accessible to all, including those with visual or hearing impairments. For guidance on our accessibility standards, please visit our accessibility guide (requires CAP login).

GOVERNANCE

These brand guidelines were created to provide clarity and to preserve the integrity of our brand.

You may use the materials in this guide, as described, for their intended purposes. However, you don’t have to navigate this guide alone. We have a Brand Hero mail to help. And training in advance on how to use this guide, and all its assets, is recommended.

In addition, the Brand Hero mail is available to discuss any challenges or possible needs, and to provide guidance. If you are at all unsure about a particular use or have a potential need not listed in the guide, please reach out for approval.

Finally, please secure these approvals prior to incurring any printing or other production costs. Most requests can be addressed within 1–2 business days.

FAQs

Who is this guide for?

  • CAP and CAP Action staff
  • CAP and CAP Action content designers and producers
  • Designers and producers contracted by CAP and CAP Action
  • Partners and coalitions with relationships with CAP or CAP Action that are designing material we participate on or in

How long will the CAP Action 20 brand assets be in use?

CAP Action 20 branding is part of a 20th anniversary celebration of the founding of the Center for American Progress. It will be unveiled publicly on or around October 24, 2023, and will be active for approximately one year.

Can I request an exception to the brand use guidelines in this guide?

Yes. Questions, comments, and requests are always welcome. Exceptions will be rare, but this is a living, growing, and evolving resource that will adjust to the needs of the organization.

Read the Governance section above, and email questions or requests to the Brand Hero mail

We have a co-branded event that needs a new unique logo. How do we go about getting one designed and approved?

All sub-branding (e.g., events, campaigns, etc.) requests should still be submitted to the Art Team, who will discuss the request with the policy or Events team stakeholders—and the Brand Hero—and develop brand-compliant design options for consideration.

Direct any additional questions to the Brand Hero mail

The Center for American Progress is an independent nonpartisan policy institute that is dedicated to improving the lives of all Americans, through bold, progressive ideas, as well as strong leadership and concerted action. Our aim is not just to change the conversation, but to change the country.