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When working with the brand, follow these guidelines to ensure you're representing the product in a consistent way across all mediums.

Consistent and repeated use of the logo and lockups will establish equity and strengthen the visual identity of To ensure consistency, it is critical that every person who uses the logo does so in accordance with the guidelines that follow, regardless of personal preference.

The shield and wordmark

The logo is the cornerstone of our brand. Whenever possible, the red and blue version should be used. A white (or reverse) version can be used on a dark background. logo logo


The logo should always be surrounded by generous white space. The diagram below defines the minimum amount of clear space needed, which is based on the cap-height of the typography. logo spacing diagram

Minimum size

Establishing a minimum size ensures that the impact and legibility of the logo is not compromised in application. logo minimum size diagram

Logo Usage

Incorrect color usage

For optimum legibility and brand consistency, the logo should never be used in white with a light background. Conversely, the standard logo should never appear on a dark background. logo logo

Do not outline. logo outlined
Do not skew. logo skewed
Do not apply effects. logo with effects
Do not adjust spacing. logo spaced
Do not apply drop shadows. logo shadowed
Do not distort. logo distorted
Do not apply brand colors. logo brand colored
Do not apply gradients. logo gradiented
Do not rotate. logo rotated
Do not mask images or graphics. logo masked
Do not use additional colors. logo colored
Do not separate the shield from the wordmark. logo separated


Taglines help to create a continued, consistent brand messaging. has created a plain language tagline:

“The public’s one account for government.”

This tagline is meant to be used alongside our logo and other marketing materials to simply describe our program.

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