The NC State Extension Master GardenerSM (NC State EMG) program is an outreach partnership between the United States Department of Agriculture, NC State University, North Carolina Cooperative Extension, and county governments throughout the state. The NC State EMG service marks and logo are intended to represent the program’s identity and ideals.
By consistently using the service marks and logo, we build brand recognition and value for the program. Using the logo inappropriately, not using the logo at all, or using an unapproved logo/design scheme detracts from the strength of the program, violates the university’s brand policy as set forth by the Chancellor, and risks the loss of the service mark.
The official program title is NC State Extension Master GardenerSM program. The official title for a program participant is Master GardenerSM volunteer. The title Master Gardener volunteer may only be used in reference to students, interns, volunteers currently active in the program, and emeritus volunteers.
The official NC State EMG logo is a brand extension of the NC State Extension logo. It features the red NC State brick and the text “Extension Master Gardener” appearing either below or to the right of the brick. Placement of the text cannot be altered.
The official NC State EMG logo is composed of all these elements together as a single element, and it should appear in its entirety in specific colors with specific fonts. The NC State EMG marks and logo belong to NC State University, and anyone wishing to use them must obtain permission prior to use.
Permission to use the service marks and logo depends on your affiliation with the NC State EMG program and how you wish to use the NC State EMG service marks and logo.
- If you are an N.C. Cooperative Extension agent managing an EMG program, you are permitted to use the NC State EMG service marks and logo according to these guidelines.
- If you are an NC State Master Gardener volunteer, you are permitted to use the NC State EMG marks and logo according to these guidelines under the supervision of your local N.C. Cooperative Extension county agent.
- If you are an NC State EMG Association, you must have a current, signed Memorandum of Agreement with NC State University on behalf of its NC State Extension or be operating under a county charter issued by NC State University on behalf of its NC State Extension granting license for the use of the marks in compliance with the agreement and this document.
- If you are a commercial vendor, private organization, or any other local entity affiliated with the NC State EMG program at the county level, you will need to obtain permission from the NC State Extension director of marketing and communications (DMC) or the NC State EMG state program coordinator.
- Anyone wishing to use the NC State EMG marks and logo in a way that does not specify a local program should seek authorization from the NC State Extension DMC and/or the NC State EMG state program coordinator.
Upon receiving authorization, anyone using the NC State EMG service marks and logo must adhere to all brand standards and guidelines of NC State Extension, as set forth and approved by the university, relating to the design and development of all EMG program materials (use proper logos, for example), as well as the overall manner in which the program operates in the marketplace (e.g. messaging, tone, etc.).
The Extension Master GardenerSM program is a signature program of NC State Extension. To protect that status and to promote the link between the program and Extension, the word “Extension” must always precede “Master Gardener” when referring to the program.
- EXTENSION MASTER GARDENER SM is registered as an education program for horticulture.
- MASTER GARDENER SM is registered as "a trained volunteer who provides horticultural information to the public under the supervision of NC State Extension”.
Bottom Line—Use “Master Gardener volunteer” to refer to people and “Extension Master Gardener” for everything else. Designate the service marked term at least the first time it is used in a document with SM, bold, caps or italics.
1. USE THE SERVICE MARK AS AN ADJECTIVE. DO NOT USE IN PLURAL FORM, IN POSSESSIVE FORM, OR AS A VERB
The service mark is not a thing; it describes things or services. It tells clients which goods and services we provide versus those provided by others.
- Ten Extension Master GardenersSM
- The Extension Master Gardener’sSM projector
- Extension Master Gardening
- Ten Master GardenerSM volunteers
- The Master GardenerSM volunteer’s projector
- Extension Master GardenerSM training.
2. SET THE SERVICE MARK OFF FROM THE SURROUNDING TEXT
The first time the service mark appears on a page it should have sm, be in ALL CAPITAL letters, in bold or italic lettering, in "quotes" or at least in Initial Capital Letters, or in some combination of these styles.
- Master Gardenersm
- MASTER GARDENER volunteers
- Master Gardener volunteers
- Master Gardener volunteers
- “Master Gardener” volunteers
3. DO NOT DILUTE THE VALUE OF THE SERVICE MARK
Be careful not to use the service mark too broadly to describe other goods or services offered.
- Extension Master Gardener volunteers will be answering questions at the help desk.
- The Master Gardener tree planting workshop will be Saturday.
- Master GardenerSM volunteers will be answering questions at the help desk.
- The Extension Master GardenerSM tree planting workshop will be Saturday.
4. PROVIDE NOTICE OF SERVICE MARK RIGHTS
Place SM immediately after the service mark. It is not necessary to use a service mark notice every time the mark appears.
- Use the notice at least on the first or most important occurrence of the mark on each separate element of the product or text.
- For subsequent uses in the same material, you are not required to repeat the notice unless the context changes or the mark appears only occasionally.
- You may follow the first use of the service mark with the abbreviation (EMG for program or MGV for volunteers) and then use the abbreviation throughout the rest of the document.
- If in doubt, use a SM notice more often rather than less often.
- Extension Master GardenerSM program
- Master GardenerSM volunteer
5. DO NOT PAIR THE SERVICE MARK TERM "MASTER GARDENER" WITH ANY LOGO OTHER THAN THE OFFICIAL EMG LOGO.
The official NC State EMG logo is available in two base configurations (stacked and horizontal). Use the appropriate version for your project.
Authorized users of the NC State EMG logo should take care to follow the guidelines below when they use the logo:
- Obtain the official NC State EMG logo and use it in its entirety.
- Color is preferred when possible, but there is also a black version of the logo.
- Do not distort or alter the proportions of the logo.
- Do not create from scratch your own facsimile of the logo.
- Do not add elements to the logo (including use of the now-retired watering can and/or other imagery).
- The logotype/text should never be transparent.
- Do not use the NC State EMG marks and logo to imply endorsement of any product, entity or service.
- Follow all graphic use guidelines outlined in this resource.
For additional information, contact the NC State EMG state program coordinator or NC State Extension director of marketing and communications.
Use the Whole Logo
The NC State EMG logo should always appear in its entirety, meaning it should always appear as a whole and complete image. Follow the guidelines below for correct logo usage:
- Do not remove or alter any part of the logo (Figure 1).
- Do not superimpose another image or text over the top of the logo.
- Do not allow other images to touch the logo; as a rule of thumb, measure the height of the NC State brick logo (red rectangle). Design elements, text and photos should be at least that far from the logo.
- Do not allow the logo to extend beyond the edge and be cut off; use the appropriate size in all materials, and remember to scale the logo proportionately.
- Do not use the logo as a watermark behind other information (Figure 2).
Keep the Image Upright
The NC State EMG logo should not be rotated or turned on its side (Figure 3). An exception is use on fabric, where the logo may be scattered randomly. If you are considering an exception, please contact the NC State EMG state program coordinator.
Use Only Designated Colors
The NC State EMG logo should never be screened, shaded, gradated, or appear in alternate multi-colored hues. Refer to the NC State brand site for guidelines regarding the official colors of the NC State EMG logo.
Black versions of the logo should be used only when the cost of color is prohibitive (Figure 4).
Do Not Distort Proportions
While it is acceptable to resize the logo, the appearance, shape, and proportion of the NC State EMG logo should never be distorted to fit in an imprint space (Figure 5). Do not stretch the NC State EMG logo longer, taller, wider, or at an angle. Do not alter the shape in any way.
The overall size of the NC State EMG logo may be changed, but the proportions must remain intact. Before rescaling the NC State EMG logo, please consult your software manual for proper instructions. Refer to the NC State brand site for guidance on minimum sizing specifications for the logo.
Figure 6 is an example of an approved NC State EMG county logo. County logos are available from the Extension brand site. All policies described in this document also apply to NC State EMG county logos.
The university approved Extension Master Gardener county association logo (Figure 7) is the only logo that may be used by EMG volunteer associations and paired with the service marked term Master GardenerSM.
All partnering associations are bound to the guidelines and policies expressed here within, as well as any and all trademark laws as they apply to NC State University’s ownership of Extension Master GardenerSM and associated names/terms.
Volunteer associations are not permitted to create or use alternative logos. Only the university-approved logos outlined in this resource may be used.
Figure 8 illustrates the approved format for NC State EMG name badges. Check with the NC State EMG state program coordinator for information about the vendor currently used to produce the badges. All badges must be obtained from the official vendor.
The NC State EMG logo may be used for collateral materials such as jewelry or fine art and may be made of metal (e.g., copper, bronze, gold, or silver), glass, leather, or wood without conflicting with the color specifications for the NC State EMG logo. Ceramic, plaster, paper, fabric, or any materials that are colored or painted must comply with the color specifications and all other guidelines.
Use of the logo on fabric, whether painted, screen printed, embroidered, appliquéd, or some other technique, must accurately represent the NC State EMG logo in authorized colors and adhere to all other use guidelines.
The NC State EMG logo is not open to reinterpretation or reconfiguration, regardless of its intended use, including the development of materials such as jewelry, sculpture, furniture, signage, crafts, or other fine art.
Branded apparel, accessories, and trade show items that comply with all branding requirements can be purchased directly from the NC State Extension Master Gardener store.
Animation of the NC State EMG service marks and logo is allowable provided that the animation is in keeping with the guidelines and that the NC State EMG marks and logo appear in a manner that meets all use guidelines at the end point of the animation (where the animated loop begins to repeat, if an ongoing loop).
For additional information or guidance related to animation applications for the NC State EMG marks and logo, contact the NC State EMG state program coordinator. Brand standards and resources for both the NC State Extension brand (individual university entity) and the N.C. Cooperative Extension brand (partnership co-brand) are available on the Extension brand site.
The NC State EMG service marks and logo may be used in conjunction with the names, logos, and word marks of other organizations and programs when the NC State EMG program is a partner, co-author, sponsor or supporter, or in some other official relationship. When feasible, the nature of the relationship between the organizations or programs should be clearly defined (e.g., “in partnership with,” “sponsored by,” etc.), and the NC State EMG logo should be given prominence consistent with its role in the relationship.
The NC State EMG logo should not be used or integrated into a larger design in such a manner that makes it difficult to recognize or distinguish, or that is not consistent with the graphic guidelines described in this publication.
To avoid the appearance of endorsement of a program, product, or service, the NC State EMG logo may not be incorporated into a larger design of a program, product, or service that is protected by trademark, service mark, copyright, or other similar laws.
It is not acceptable to incorporate the NC State EMG logo into any other organization’s logo. The authority for determining the proper display and use of the NC State EMG logo rests with the NC State Extension director of marketing and communications and the NC State EMG state program coordinator.
The official NC State EMG logo and versions for print and the web are available for download on the NC State Extension Brand site.
The official NC State EMG service marks (including all variations) may not be paired with any logo or graphic element to represent the program other than the official NC State EMG logo.
This guide is meant to be a quick reference for using the NC State EMG service marks and logo. If you need more information or clarification, contact the NC State EMG state program coordinator.
Publication date: Aug. 10, 2017
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