Veteran in crisis

Call 988, then press 1 — or reach us directly, any hour

Call Operation: RallyPoint at (678) 276-6374
Give

Brand guidelines

How to use this identity.

Everything needed to produce something that looks like Operation: RallyPoint — in either medium. If you are working on a print job, the short version is: use the color lockup, and send your vendor the Illustrator master.

Start here

Print and web use different assets on purpose.

Print

Logo
Full color — navy pin, gold star, crimson wordmark
Headline type
American Captain (AMCAP Eternal + Patrius)
Why
The brand typefaces are licensed for print, and color reproduces reliably on paper.

Web

Logo
The same lockup, recolored per theme. On dark: field-khaki pin, white star and wordmark. On light: the full-color version above.
Headline type
Big Shoulders Display
Why
The brand typefaces cannot legally be webfonts, and navy on the dark ground measures 1.46:1 — invisible.

Also start here

One word, always with the colon.

The name is Operation: RallyPoint. The colon is part of it, and RallyPoint is one word. Case follows the setting, not preference.

Do

  • In running text, sentence case: Operation: RallyPoint. Capital R, capital P, no space between them.
  • Where the setting is already all-caps — the wordmark, mono labels, anything under text-transform: uppercase — it reads OPERATION: RALLYPOINT. CSS handles that conversion, so still write RallyPoint in the source.
  • Short form ORP is fine internally and in file names. Not in donor-facing or veteran-facing copy.

Don't

  • Never Rally Point as two words, and never without the colon. Both were in use before and both are wrong.
  • Never RallyPoint alone — Operation: leads.
  • Never hand-type an all-caps version into source to force the look. Let the stylesheet do it, or the string breaks the moment the styling changes.

One exception, and it is deliberate. The registered legal name is Operation Rally Point of Walton County — no colon, two words — and it appears in that form in the 501(c)(3) disclosures on Accountability and Donate. That is the name as filed. Do not restyle it to match the brand; a tax-status claim has to use the name on the filing.

01 — The mark

A map marker, not a flag.

A rally point is a coordinate: a place you are told to reach, where someone is waiting. The mark says location and rendezvous. That is the whole idea, and it is why this identity does not lean on flag imagery.

Construction

  • Clear space equals the width of the pin on all four sides. Nothing enters that field — no type, no rules, no image edge.
  • Minimum size is 24px on screen, or 8mm tall in print. Below that the star fills in and the shape reads as a blob.
  • The circle is a true knockout. It is a hole, not a white disc — it shows whatever sits behind it. Over photography, place the mark on a solid patch or give it a backing shape.
  • Never outline it, add a gradient, apply a drop shadow, or set it inside a roundel.

Minimum size, demonstrated

96px

56px

32px

24px — floor

16px — fails

02 — The lockup on screen

One file, three fills.

The lockup is three separately-filled paths — pin, star, wordmark — driven by CSS variables. That is what lets a single inlined file serve both themes without duplicate artwork, and it is why the wordmark on this site is real artwork rather than type.

Dark theme

Pin
#978963 field khaki · 5.02:1
Star
#FBFAF6 white
Wordmark
#FBFAF6 white

Light theme

Pin
#0A3161 Rally Navy · 12.38:1
Star
#CFB53B Rally Gold
Wordmark
#8A2432 Rally Crimson · 8.46:1

The gold star is the weak point on light. Because the circle is a knockout, the star sits on the page rather than on the navy, measuring 1.95:1 against a near-white surface. Logotypes are exempt from contrast requirements, so this is compliant — but it is faint at small sizes.

The alternative is the khaki-and-black inverse: a field-khaki pin with a near-black star and wordmark, mirroring the dark treatment. Switch by setting --logo-pin: #978963 and both --logo-star and --logo-word to#171911 in the :root block oftokens.css.

03 — Misuse

Six things that break it.

  • Do not stretch it. Scale proportionally, always.
  • Do not recolor the mark arbitrarily. Color lockup for print, khaki or single-color for everything else.
  • Do not fill the knockout. The circle stays open.
  • Do not place it on busy photography without a solid backing patch.
  • Do not add a flag, eagle, or ribbon. The category is saturated with them; that is precisely what this identity avoids.
  • Do not rebuild the wordmark by typing it. The lockup is outlined artwork with specific kerning. Use the supplied files.

04 — Color for screen

Two themes, both required.

Every value was measured against its intended surface, not chosen by eye. Contrast ratios are shown as dark / light. All clear WCAG 2.1 AA; most clear AAA.

TokenDarkLightRole
Field ground#14170F#F2EFE8Page background
Surface#191B15#FBFAF7Cards, header, primary surface
Raised#23261D#EAE6DBStory bands, input wells
Border#66675E#949186Rules and borders · 3:1 minimum
Heading#FBFAF6#171911Headings · 16.6:1 / 17.0:1
Body#E9E6DA#2E3128All running prose · 13.9:1 / 12.7:1
Secondary#C9C3B3#53564AShort text only · 9.9:1 / 7.2:1
Accent#C4B183#5F5638Actions, figures, the mark · 8.2:1 / 7.0:1
Ember#B8442C#A8371FCrisis path only · never anything else
Ember ink#E08163#A8371FEmber as text · 6.2:1 / 6.2:1

Both themes ship. This is not a preference toggle.Veterans with TBI or blast injury often have photophobia and need the dark theme. Astigmatism causes halation — light text blooming on dark grounds. Cataracts and age-related low vision usually favour light. No single theme serves all of them.

Ember is a background color, not a text color.#B8442C as text on the dark surface measures only 3.23:1. When ember must be text, use #E08163. And ember appears on the crisis path only — never a newsletter button, never a hover state. That separation is what lets a veteran in distress lock onto one signal.

05 — Color for print

The official palette.

These are the logo's own colors, taken from the Illustrator master. They appear on paper, not on the website.

  • Rally Navy

    HEX
    #0A3161
    RGB
    10, 49, 97
    CMYK
    90 / 49 / 0 / 62
    Lab
    20.5, 7.0, −32.2

    The pin. This is exactly Old Glory Blue.

  • Rally Gold

    HEX
    #CFB53B
    RGB
    207, 181, 59
    CMYK
    0 / 13 / 71 / 19
    Lab
    74.0, −3.8, 62.3

    The star.

  • Rally Crimson

    HEX
    #8A2432
    RGB
    138, 36, 50
    CMYK
    0 / 74 / 64 / 46
    Lab
    31.6, 43.6, 17.0

    The wordmark. Not Old Glory Red — do not substitute it.

  • Field Khaki

    HEX
    #978963
    RGB
    151, 137, 99
    CMYK
    0 / 9 / 34 / 41
    Lab
    57.4, −0.7, 22.3

    One-color and merchandise work.

The CMYK values are indicative, not authoritative.They are a straight arithmetic conversion with no color management, no paper stock, and no press profile. For anything that matters — letterhead, banners, challenge coins — give your printer theLab values or the Illustrator master and ask them to match against a physical swatch book on your actual stock.Do not approve a spot-color match from a screen.

06 — Typography

Four roles, one job each.

Screen

  • Big Shoulders Display — every headline. Condensed, squared, industrial; the closest open face to the American Captain in the logo.
  • Archivo — body copy and interface.
  • JetBrains Mono — coordinates, statistics, labels. Always tabular figures where digits stack.
  • Source Serif 4 — reserved for veteran testimony. It signals a person is speaking before a word is read. Never used for marketing copy.

Print

  • American Captain (AMCAP Eternal and Patrius 02 FRE, by The Fontry) — headlines and the wordmark.
  • Archivo or any clean grotesque — body copy.
  • Set headlines tight. American Captain is drawn for close setting; loose tracking makes it look like a different face.

Display — Big Shoulders Display 800

No veteran holds the line alone.

Body — Archivo 400

Lodging tonight, not paperwork in six weeks. We meet veterans in crisis where they are, then we get them somewhere better.

Testimony — Source Serif 4

I called at four in the afternoon. By nine I had a bed, a shower, and somebody who already knew my last name.

Data — JetBrains Mono 500

SECTOR GA-30655 · RESPONSE <24 HRS · 33.7948° N 83.7135° W

American Captain cannot be used as a webfont. Both files carry an fsType of 4 — preview and print embedding only. That permits embedding in a document for viewing and printing. It does not permit@font-face, which would make the font file downloadable.

The logo keeps the real typeface because it is outlined artwork — no font is served at runtime, which is standard and permitted. For the same reason the font files arenot downloadable from this page. Send print vendors outlined artwork, or license the fonts directly from The Fontry.

07 — Voice

Plain, specific, never pitying.

Do

  • Lead with what happens: “Lodging tonight, not paperwork in six weeks.”
  • Use real units. “One night” beats “your generous support.”
  • Write to a veteran as a peer, not a case.
  • Say what we do not know, and what we did with the money.

Don't

  • No “heroes,” “fallen,” or “sacrifice” as decoration.
  • No pity. Nobody is asked to prove their situation was bad enough.
  • No invented numbers. A figure with no source does more damage than no figure.
  • No full name plus photograph without written consent on file.

08 — Assets

Download.

All logo files are vector, so they scale to any size without loss. The mono files use currentColor — one file covers every context and both themes.

Producing something and not sure? Call (678) 276-6374 or use the contact form. We would rather answer a question than see the mark stretched.