CAP 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.
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 primary logo
Our primary logo mark captures a lot in just three letters. The CAP acronym has become synonymous with bold, progressive ideas, strong leadership, and concerted action.
CAP lockup logo
Our lockup logos are best used in contexts where readers are likely to be unfamiliar with CAP or unaware that it is an acronym for Center for American Progress.
CAP wordmarks
Stacked wordmark
DownloaddownloadHorizontal wordmark
DownloaddownloadColor
Click swatches to copy hex code to clipboard.
CAP Blue
CAP Red
CAP Accent Gold
CAP Accent Blue
CAP Accent Teal
CAP Black
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% black or white. Do not color these marks gray, or any other color, or reduce their opacity.
CAP lockup logo
CAP wordmarks
Stacked wordmark
DownloaddownloadHorizontal wordmark
DownloaddownloadVideo watermark
The CAP video watermark features the CAP white knockout logo at 90x90 px (for 1920x1080 or 1080x1080 aspect ratio), at 35% opacity with a 7% black fill in the letters. 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 and flag logo, the minimum clear space from the logo bounding box is the height of the C in "Center."
CAP lockup logo
Wordmark stacked
Wordmark wide
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
Improper use
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 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 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% of the CAP logo height or width.
When co-branding CAP and CAP Action, 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.
BRANDED TEMPLATES
- CAP letterhead
- CAP and CAP Action co-branded letterhead
- Legacy flag logo letterhead
For limited use, with permission from the Brand Hero mailDownloaddownload
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
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
CAP Action 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 Action brands across all platforms and mediums.
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 primary logo
Our primary logo mark captures a lot in just three letters. The CAP acronym has become synonymous with bold, progressive ideas, strong leadership, and concerted ACTION.
CAP Action lockup logo
Our lockup logos are best used in contexts where readers are likely to be unfamiliar with CAP or unaware that it is an acronym for Center for American Progress.
CAP Action wordmarks
Stacked wordmark
DownloaddownloadHorizontal wordmark
DownloaddownloadColor
Click swatches to copy hex code to clipboard.
CAP Blue
CAP Red
CAP Accent Gold
CAP Accent Blue
CAP Accent Teal
CAP Black
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% black or white. Do not color these marks gray, or any other color, or reduce their opacity.
CAP Action lockup logo
CAP Action wordmarks
Stacked wordmark
DownloaddownloadHorizontal wordmark
DownloaddownloadVideo watermark
The CAP Action video watermark features the CAP Action white knockout logo at 90x90 px (for 1920x1080 or 1080x1080 aspect ratio), at 35% opacity with a 7% black fill in the letters. It should be positioned in the upper-right corner, equidistant from the top and right edges, and allow for our 2x “width of C” clear space.
USAGE GUIDELINES
Clear space
When using the primary CAP Action logo, the minimum clear space from the logo bounding box is the width of the C in "CAP."
When using the wordmarks and flag logo, the minimum clear space from the logo bounding box is the height of the C in "Center."
CAP Action lockup logo
Wordmark stacked
Wordmark wide
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
Improper use
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 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 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% of the CAP logo height or width.
When co-branding CAP and CAP Action, 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.
BRANDED TEMPLATES
- CAP Action letterhead
- CAP and CAP Action co-branded letterhead
- Legacy flag logo letterhead
For limited use, with permission from the Brand Hero mailDownloaddownload
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
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
Social media avatars
The @amprog Twitter avatar 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.