Visual Identity Guidelines

Version 2.0

August 2021
CONTENTS Introduction
Our Design Language
3
7
Logos 10
Seals and Badges 31
Typography and Color 35
Symbol Use 42
Building Layouts 48
Photography 53
Bringing It All Together 63

Visual Identity Guidelines Introduction 2

 INTRODUCTION

Visual Identity Guidelines Introduction 3

Our Brand Positioning BRAND POSITIONING IS THE ARTICULATION OF WHY WE EXIST. IT IS THE ROLE WE PLAY
IN THE WORLD THAT HELPS US REMAIN COMPETITIVE AND RELEVANT.

We power The Project Economy,

strengthening society
by enabling organizations
and empowering individuals
to make ideas a reality.

Visual Identity Guidelines Introduction 4

Our Brand Personality BRAND PERSONALITY IS THE ESSENCE OF OUR BRAND THAT INFORMS HOW WE EXPRESS IT.
IT TURNS OUR STATEMENTS AND ACTIONS INTO UNMISTAKABLE EXPRESSIONS OF OUR BRAND.

Fearless
We are We’re unafraid to try new approaches, we learn from our failures and move
forward, paving the way for those brave enough to do the same

Bright
We are We enlighten and energize people to make a difference in their careers and an
impact in their communities

Nurturing
We are We understand what our community needs, help people get where they want to go,
and celebrate them along their journey

Visual Identity Guidelines Introduction 5

Our Brand Story OUR BRAND STORY IS THE NARRATIVE THAT WE WANT PEOPLE TO RECALL WHEN THEY THINK OF
THE PROJECT MANAGEMENT INSTITUTE.

It begins It is It is It
with activated by fueled by realizes
leadership community passion outcomes
To drive a profession forward, it helps Connecting people to the right Nurturing the hearts and minds of Fostering the perspective to remind us
to have played a role in establishing it resources, tools, community and people, gearing them for achievement why we do what we do, and the will to
in the first place network they need to reach their with a dedication to deliver real get it done
full potential outcomes

Visual Identity Guidelines Introduction 6

 OUR
DESIGN
LANGUAGE
Visual Identity Guidelines Our Design Language 7
Creating a
Brand design
language

Our Visual Identity helps us define and lead

our path forward into the future.
It begins with a design language that represents
the qualities required to create 10x impact:
Collaboration, determination, change, innovation,
teamwork, outcomes, growth, vision and
community.
We represent each of these qualities with a
unique symbol, the full set of which creates a
design language that will be adopted over time
as we gradually begin to familiarize ourselves
with the meaning behind each symbol.

Visual Identity Guidelines Our Design Language 8

Symbol meanings
CHANGE
Disruption isn’t new—it’s constant.
Learning how to navigate change is
inherent to our growth and challenges
us to continuously evolve. Greater INNOVATION GROWTH
challenges bring greater satisfaction New ideas. New products. New methods. Change and transformation, while at
in giving back. Constant transformation is what helps times unfamiliar, spur progress. Whether
us tackle new problems and find fresh it’s skill development or organizational
This symbol is the unique identifier solutions. We know that the world isn’t expansion, growth brings new opportuni-
in the PMI Project Mark and cannot one-size-fits-all. We bring new takes ties into our economy—and contributes
be used in any other way other than on everyday things to constantly move to the greater good.
within the PMI masterbrand logo. forward and make life better across the
world.

COLLABORATION TEAMWORK VISION

We can’t do it alone. Whether it’s Projects are delivered by people, but This can mean being unconventional.
partnering with a colleague, client, winning projects are delivered by It can mean coming up with new ideas
company or non-profit organization, teams. Project delivery relies on team to solve new challenges. It’s about
each of us brings something unique to players and people who contribute perspective, seeing the big picture,
the table. And we are made stronger added value to any project, making the and the ability to create solutions
when we work together. team stronger. for now that are sustainable for
generations to come.

DETERMINATION OUTCOMES COMMUNITY

Sometimes projects go according to plan. We celebrate not just the process, The people that are part of our world
Most of the time, not. Perseverance is but the positive impact that projects make it what it is today. Our community
needed to complete any project and around the world make on society. We’re is one of our most valuable assets.
successfully deliver outcomes that make changing the world—for the better— We celebrate it and keep it going by
a difference in the world. one project at a time. welcoming all who wish to join us to
make the world a better place.

Visual Identity Guidelines Our Design Language 9

LOGOS

Visual Identity Guidelines Logos 10

The
Project PRO JECT COLL ABORATION

Mark
The Project Mark is comprised of the letter ‘P’
to represent ‘Project’ and symbols from the
design language we’ve created, representing
collaboration, determination, and change.
We know that a project is everything from the
Euro and Google’s search engine to everyday
assignments. That’s why we’re elevating “Project”
in our mark. We’re experts on all things project and
on turning ideas into reality.
What do we need to do in order to empower
changemakers?
Our success is rooted in collaboration, grows
through determination, and is tested with
constant change. These elements together convey
what’s at the heart of PMI.

Note
The “change” symbol is especially developed
for the PMI masterbrand logo and cannot be used
in any other way, including as a secondary graphic
or within a symbol pattern. DETERMINATION CHANGE

Visual Identity Guidelines Logos 11

Masterbrand
logo

We pair the Project Mark with the “Project

Management Institute” wordmark to form
the logo. The typographic treatment elevates
“Project” by spelling it out, and creates hierarchy
within the wordmark by using the bold weight.
The PMI logo is the most singular visual
expression of who we are.

THE PRO JECT MARK WORDMARK

Visual Identity Guidelines Logos 12

Masterbrand
logo Clearspace

1/2X 1/2X

Clearspace
Adhere to the clearspace parameters to retain X
the integrity of the logo in communications.
The same clearspace rule applies to the vertical
lockup and Project Mark versions.

1/2X 1/2X
Sizing
To maintain maximum clarity at all times, the
masterbrand logo and Project Mark should not be
reproduced below the minimum sizes indicated for Minimum size

both print and on-screen

Print = 0.175” height Print = 0.175” height
(digital) uses. On-screen = 32px height On-screen = 32px height

Exception:
Favicon minimum size is 16px

Do not include the trademark

for social media profiles
or favicons.

Visual Identity Guidelines Logos 13

Masterbrand
logo
Primary
Full-color, horizontal lockup

Versions
The PMI logo is available in two lockup
versions to work in a variety of applications.
The Project Mark can be used on select
marquee applications (signage, merchandise),
where space is limited, or in a secondary Secondary
Full-color, vertical lockup
Full-color, Project Mark only
With trademarks
Full-color, Project Mark only
No trademarks
placement on communications (i.e. website,
presentation or brochure).

Use for print For social media

applications and other small use
digital applications,
merchandise and signage

Visual Identity Guidelines Logos 14

Masterbrand
logo

One-color black versions One-color white versions

A positive one-color black or reverse white

version are only to be used in cases where
the application does not allow for color.

Horizontal lockup Horizontal lockup

Vertical lockup Project Mark Project Mark Vertical lockup Project Mark Project Mark
with trademark with trademark

Visual Identity Guidelines Logo

Logos 15
Background
Only on white background

control

On PMI primary colors

The full color PMI masterbrand logo and Project

Mark are only to be used on a white background.
For use on photography, PMI primary color
backgrounds, or grayscale backgrounds, use the
one-color white or black versions of the PMI
On photography
masterbrand logo or the Project Mark.
On a photographic background, ensure that
there is enough contrast with the masterbrand
logo to maintain legibility. Refer to these
examples for best use cases.
Refer to the example for which one-color
On black, shades of gray and white
logo to use on black, shades of gray or
white backgrounds.

100% Black 90% 80% 70% 60% 50%

40% 30% 20% 10% 5% White

Visual Identity Guidelines Logos 16

Incorrect
usage
Project
Management
Institute®

In addition to the guidance on how to properly Do not apply one color (other Do not rearrange the symbols Do not apply a drop shadow Do not alter the masterbrand
use the PMI logo system, while not extensive, than black or white) to the in the Project Mark of the or special effects to the logo by using off-brand
masterbrand logo. masterbrand logo. masterbrand logo. typefaces.
here is a list of common things to avoid.

Do not alter the colors Do not skew or distort the Do not use the full color Do not place the full color
of the Project Mark. masterbrand logo. masterbrand logo on a dark or masterbrand logo on an image
color backgrounds. or any background where
legibility is compromised.

Visual Identity Guidelines Logos 17

Masterbrand
strategy

The PMI logo

Our Masterbrand is the Project Management

Institute. In our strategy, we focus on building
equity in the Masterbrand—or, PMI.
We have two primary ways we express the
Masterbrand visually:
1 The PMI logo
2 The Project Mark

The Project Mark

Visual Identity Guidelines Logos 18

Chapter logos Maximum width

X 3X

PMI is represented globally with over 300

chapters around the world. It’s important that
the Chapters have an aspect of customization
within their logos to distinguish themselves from
other Chapters. But it is also important that
Chapter logos maintain a close connection to our
Masterbrand, to maintain global consistency.
The Chapter name, for example, Baltimore or
Democratic Republic of Congo, appears after
Project Management Institute. A second line
may be necessary if the length exceeds the
maximum width of the typography.
PMI will retain responsibility for creating the CHAPTER ICON CHAPTER NAME
Chapter’s unique icon for brand consistency,
based input from the Chapter. Lastly, the word
“Chapter” is not in the Chapter logo. Short name Long name

Visual Identity Guidelines Logos 19

Chapter mark CHAPTER ICON

The bottom right quadrant of the Project Mark The crab is representative of
is allocated for a customized, singular, geometric the Baltimore, Maryland area

icon that becomes a truly distinct expression

of that Chapter’s identity. Chapters, and only
Chapters, have the opportunity to have a unique
symbol developed, that is used only by them.
The Chapter icon fits in the same square
proportion as the other elements in the Project
Mark. The customized chapter icon takes the
place of the change symbol in the Project Mark,
and is always colored purple.

The Taj Mahal is used as the

singular visual to represent
the North India Chapter
X X

Visual Identity Guidelines Logos 20

Chapter logo Full-color versions

versions

The full logo suite for the Chapter should follow Horizontal lockup Vertical lockup Chapter Mark

the example on this page. The versions allow

the logo to work in a variety of mediums and One-color black versions One-color white versions
applications.

Horizontal lockup Horizontal lockup

Vertical lockup Chapter Mark Vertical lockup Chapter Mark

Visual Identity Guidelines Logos 21

Co-branding for
Partnerships

PMI is always growing and changing, and C0-BRANDED DISTINCT BRAND ALIGNED
partnerships are an important part of this Represents third-party Represents support from the
growth. How we represent the relationship with relationships, partnerships,
and initiatives
Masterbrand for a distinct
entity
another organization may vary case by case.
Shown here are examples of approaches to
co-branding. Please consult the Brand team by
reaching out to [email protected] to discuss any
potential co-branding initiatives.

Visual Identity Guidelines Co-branding

Brand Architecture and Portfolio Treatment 22
Brightline
and Global BRIGH TLINE VISION
GLOBAL
ACCREDITATION
CEN TER O U TC OMES

Accreditation
Center logos
The Brightline and Global Accreditation Center
are brands that have high strategic value, brand
equity, and have available investment to build
the brand.
While they are autonomous, we still want to be
O U TC OMES TEAM WORK C OMM U NIT Y DETERMINATION
recognizably connected to our Masterbrand.
Like the PMI Masterbrand logo, these logos
are comprised of symbols from the PMI visual
identity, chosen to represent the qualities of that
Horizontal and vertical logos Horizontal and vertical logos
organization.
This is also the only type of brand that does
not lead with “Project Management Institute.”

Visual Identity Guidelines Logos 23

Brightline
and Global
Accreditation
Center logos
Brightline Global Accreditation Center
One-color versions One-color versions
A positive one-color black or reverse white
version are only to be used in cases where
the application does not allow for color.

Horizontal lockup Horizontal lockup Horizontal lockup Horizontal lockup

Vertical lockup Mark Only Vertical lockup Mark Only Vertical lockup Mark Only Vertical lockup Mark Only

Visual Identity Guidelines Logos 24

Educational
Foundation EDUCATIONAL PHILANTHROPY
FOUNDATION
Horizontal and vertical logos

Like Brightline and Global Accreditation Center,

the first letter of the brand name goes in the top
left quadrant of the mark. The following three
One-color versions
quadrants hold three symbols – philanthropy,
collaboration, community – strategically selected
to represent that brand.
The philanthropy symbol is especially developed
for the Educational Foundation and unique to COLLABORATION COMMUNITY
this brand. It is not used as a symbol in the pattern
graphic. Horizontal lockup Horizontal lockup

Vertical lockup Mark Only Vertical lockup Mark Only

Visual Identity Guidelines Logos 25

PMI Group
Brands
PMI Leadership Institute One-color versions

PMI Group Brands are comprised of people and

groups that share a common purpose.
They are a unique part of PMI but they are not
distinct from PMI.
PMI Group Brands have sufficient long-term
investment to support and build the brand—likely
through targeted events and memberships.
Examples include “Leadership Institute” and “The
Council.”
The Council One-color versions

Visual Identity Guidelines Logos 26

Products, services,
and offerings
Certification – registered

PMP
Our products, services and offerings enable
individuals with the right skills and mindset to
move seamlessly from project to project in order
to help their organizations deliver strategic
outcomes.

CAPM
In PMI’s brand portfolio, products, services and
offerings don’t receive their own logo, because
they are an offer of our Masterbrand. So the
more people associate our products with PMI,
the better.
These product identities use a typographic
Product offering – trademark
treatment in our brand typeface.

Projectified ™

Visual Identity Guidelines Logos 27

Products, services,
and offerings
use case Within PMI communications or in text

Within PMI-branded marketing and communications,

PMP
such as a 1-pager sell sheet, brochure, or website,
products and services will appear in a typographic
treatment (Agrandir Regular).
Outside PMI communications or stand-alone applications
It may only appear locked up with the Project Mark
when shown outside of PMI, such as third-party

PMP
communications or stand-alone instances like a
PMP® badge.

Visual Identity Guidelines Logos 28

Brand architecture visual treatment
Masterbrand
The core entity of the organization

PMI Brands
Entities that operate as a line of business and offer
a product, service, or certification/accreditation

PMI Groups
Entities that are formed of people and groups that
share a common purpose

Products, Services, and Offerings

Core offerings of the Masterbrand
PMP Projectified ™

Visual Identity Guidelines Logos 29

File naming
structure
Filename example

pmi_mb_logo_hrz_fc_c-pms.eps
The PMI logo (Project Mark and wordmark), Project
Mark, as well as logos for PMI sub-brands are
available in a number of versions and formats for
use in a variety of applications. Versions include
Pantone colors, CMYK and RGB RGB. To accommodate
the files, a file naming structure has been created
for ease of use.

Color Space
Brand Type Visual Orientation Color version Color space File format
Use CMYK or Pantone for printed material. pmi: pmi (if applicable) logo: project mark (if applicable) fc: full color c-pms: pantone ai
Use RGB in all PowerPoint and Word documents bl: brightline mb: masterbrand + wordmark hrz: horizontal blk: black coated eps
chp: chapter prjmrk: project mark vrt: vertical u-pms: pantone
and templates, and for all on screen uses. gac: global
accreditation grp: group only (pmi)
wht: white
uncoated
jpg
png
center (the group mark: m
 ark cmyk: 4-color process
(with symbols)
File Format name follows
e.g.,pmi_grp_gec)
rgb: rgb

EPS and AI (vector): Use for highest-quality rep: registered

education
reproduction in offset and digital print, and special provider
pso: products,
applications. services,
offerings
JPG (raster): High compression with no
transparency support; for web and on screen use,
also an alternate for PowerPoint and Word.
PNG (raster): Little to no compression with
transparency support; best used for PowerPoint,
Word, and on screen.

Visual Identity Guidelines Logos 30

SEALS
AND
BADGES

Visual Identity Guidelines Brand and

Seals Architecture
Badges and Portfolio Treatment 31
PMI Authorized
Training Partner Authorized Training Partner Clearspace

seals
Full-color seal

1/4X 1/4X

Third parties can become verified to provide education

and training for PMI certification exams and PDU-
earning opportunities through the PMI Authorized
Training Partner program. They are indicated
through an official seal used in their marketing and
communications. The Project Mark is at the center
of the design, surrounded by “Project Management X
Institute”, the name of the program, and the current
year. As this seal is for third-party use, we use the PMI
secondary typeface, Pressura Mono, to communicate
information.

The seal is only available in a full-color version.

There are three types of Authorized Training Partner

seals: 1/4X 1/4X
- Authorized Training Partner
- Authorized Training Partner - Instructor - PMP
- Authorized Training Partner - Instructor -
Disciplined Agile
Minimum size With other training seals or certification identities
Clearspace
Adhere to the clearspace parameters to retain X 1/4X
the integrity of the seal in communications. Print = 1” height
On-screen = 125px height
Sizing
To maintain maximum clarity at all times, the seal should
not be reproduced below the minimum sizes indicated
for both print and on-screen (digital) uses.

Visual Identity Guidelines Seals Architecture and Portfolio Treatment

Brand 32
GAC Accredited
Program seals GAC Accredited Program
Full-color seal One-color seal
Clearspace

When a project management program is accredited 1/4X 1/4X

by the Global Accreditation Center for Project
Management Education Programs (GAC), the
institution may use an official seal in its marketing and
communications to indicate its Accredited Program
status.

The GAC mark is at the center of the design,

surrounded by the “PMI Global Accreditation Center X
for Project Management” and “Accredited Program”.
As this seal is for third-party use, we use the PMI
secondary typeface, Pressura Mono, to communicate
information.

This seal is 2-color, black and violet. A black version with

white text is also available for use when color is not an
option; there is also a reverse white option for use on 1/4X 1/4X
dark or full color backgrounds.

Color Space
Adhere to the clearspace parameters to retain the Minimum size With other training seals or certification identities
integrity of the seal in communications.
X 1/4X
Sizing
Print = 1” height
To maintain maximum clarity at all times, the seal should On-screen = 125px height
not be reproduced below the minimum sizes indicated
for both print and on-screen (digital) uses.

Visual Identity Guidelines Seals Architecture and Portfolio Treatment

Brand 33
Digital Badges Badge for credentials and certifications Clearspace
Full-color seal
Badges are most often issued by PMI via Credly to
Minimum size
individuals who have passed exams and earned a 1/4X 1/4X
credential, certification or micro-credential. People
Print = 1” height
who have earned a badge are encouraged to display it On-screen = 125px height
on social media platforms such as ProjectManagement. PMI-PBEP
com, LinkedIn, Indeed, Glassdoor, etc. They can also be
used on an electronic resume.

Badges issued for credentials and certifications X With other training seals or certification identities
are circular in shape, with the Project Mark in the PMI-PBEP PMI-PBEP X 1/4X
center and a narrow Violet border. The words Project
Management Institute do not appear on the badge.
The acronym for the credential or certification is
written under the Project Mark, with the exception of PMI-PBEP
PMI Project Management Ready, which must always be 1/4X 1/4X
spelled out.

Badges issued for micro-credentials are hexagonal

in shape, with the PMI masterbrand logo inside the
Badge for micro-credentials
hexagon, a narrow border that can be one or two Full-color seal Minimum size
colors (color-coded to the category of the micro- 1/4X 1/4X
credential), and a horizontal bar with the words Print = 1” height
‘Micro-Credential’ going across it in the lower part On-screen = 125px height
of the hexagon.
AGILE HYBRID
PROJECT
PRO
MICRO-CREDENTIAL

Some variations on this format include the current

badges for Disciplined Agile and PMI Citizen Developer
AGILE HYBRID X
certifications. AGILE HYBRID With other training seals or certification identities
PROJECT PROJECT
PRO
X 1/4X
PMI chapters occasionally create badges for social PRO
media use that can include the chapter’s Project Mark, MICRO-CREDENTIAL MICRO-CREDENTIAL
name, region, a program name or other wording. These
AGILE HYBRID
badges are generally acceptable but must be reviewed PROJECT
PRO

by the PMI Brand Department – [email protected] – prior 1/4X 1/4X MICRO-CREDENTIAL

to use.

Visual Identity Guidelines BadgesArchitecture and Portfolio Treatment

Brand 34
TYPOGRAPHY
AND COLOR
Visual Identity Guidelines Typography and Color 35
Primary
typography Agrandir
Agrandir is a contemporary sans-serif typeface Agrandir – Light
that expresses the human side of PMI by ABCDEFGHIJKLMNOPQRSTUVWXYZ
celebrating the beauty of imperfection. It was
designed to stand out from neutral modernist
abcdefghijklmnopqrstuvwxyz
fonts. It’s round geometric design makes it 0123456789 !?@#$%^&*
very versatile in application; in sentence case
Agrandir is very approachable, but in large or all Agrandir – Regular
caps use cases it becomes more serious. ABCDEFGHIJKLMNOPQRSTUVWXYZ
Use Agrandir Regular for headlines, page titles, abcdefghijklmnopqrstuvwxyz
and large bodies of copy. Agrandir Bold may be 0123456789 !?@#$%^&*
used to highlight areas of importance.
Agrandir – Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 !?@#$%^&*

Agrandir – Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 !?@#$%^&*

Visual Identity Guidelines Typography and Color 36

Secondary
typography Pressura
GT Pressura Mono is a condensed sans-serif Pressura Mono – Regular
typeface with slab-serif like qualities that brings ABCDEFGHIJKLMNOPQRSTUVWXYZ
a technical side to our communications. Use
Pressura for subtitles, subtexts, captions, and
abcdefghijklmnopqrstuvwxyz
footers. For information that needs to feel 0123456789 !?@#$%^&*
different from body copy, such as quotes or
call-outs, Pressura can also be used in these Pressura Mono – Bold
less common instances. ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 !?@#$%^&*

Visual Identity Guidelines Typography and Color 37

Typographic
HEADLINE
For hero copy or headlines:
Agrandir - Regular
All caps

hierarchy
118pt | Leading: 76 | Kerning: 20

Title
For page titles:
Agrandir - Regular

70pt | Leading: 76 | Kerning: 0

Please follow these guidelines for typographic For subtitles or subtext: Subtitle Subtext Subtext
Pressura Mono - Regular
hierarchy, using our brand typefaces. While
different programs and interfaces may have 18pt | Leading: 22 | Kerning: 10

different sizing, maintain the overall proportion Use purple or orange above 16pt,
or black. Do not use PMI blue.
of the typographic hierarchy.
For body copy:
Agrandir - Regular This is Level 1 body copy, for information
Level 1
you’d like to call out, or pages with
28pt | Leading: 32 | Kerning: 20
minimal copy.

Level 2 This is Level 2 body copy, for large areas of copy. This
22pt | Leading: 27 | Kerning: 20
will be the most common typesetting for body copy.
For parts that are important, feel free to use
Agrandir Bold.

UNDER DEVELOPMENT For captions or footnotes: CAPTION / FOOTNOTE

Pressura Mono
All caps

18pt | Leading: 22 | Kerning: 75

Visual Identity Guidelines Typography and Color 38

Primary Tangerine
Screen Print
RGB 255/97/15 Coated
HEX #FF610F Pantone 171 C

color palette
CMYK 0/76/100/0
Uncoated
Pantone 172 U
CMYK 0/76/100/0

Aqua
Screen Print
RGB 5/191/224 Coated
Our primary color palette expresses our Brand HEX #05BFE0 Pantone 306 C
Personality–fearless, bright, and nurturing– CMYK 65/0/0/0
through three core colors: Tangerine, Aqua, and Uncoated
Violet. These colors combined create an Pantone 306 U
CMYK 65/0/0/0
approachable and energetic atmosphere, that
helps build a recognizable look and feel for PMI.
Applying PMI’s core color palette will build brand
awareness by creating a strong connection

Violet
across all of our brand touchpoints, from our Screen Print
website to event signage. RGB 79/23/168 Coated
HEX #4F17A8 Pantone 2098 C
In most cases, our three core colors and black CMYK 88/92/0/0
and white should be all you need to make
Uncoated
distinct PMI communications. Pantone 2098 U
CMYK 72/76/0/0

GO TO THE “BRINGING IT ALL TOGETHER” SECTION FOR

EXAMPLES OF HOW TO USE COLOR.
BLACK WHITE
Screen Print Screen Print
RGB 0/0/0 CMYK 0/0/0/100 RGB 255/255/255 CMYK 0/0/0/0
HEX #000000 HEX #ffffff

Visual Identity Guidelines Typography and Color 39

Secondary
Primary

TANGERINE AQUA VIOLET BLACK

color palette

Secondary

In cases where you need more than the core DARK TANGERINE DARK AQUA DARK VIOLET DARK GRAY
colors for your project, please use the tints and
shades of our secondary palette. Each primary
color has three tints and one shade. With Screen Print Screen Print Screen Print Screen Print

twenty colors you can create dynamic and RGB 221/49/11

HEX #DD310B
CMYK 7/95/100/1 RGB 0/128/168
HEX #0080A8
CMYK 85/39/20/1 RGB 43/0/140
HEX #2B008C
CMYK 97/100/7/7 RGB 33/33/33
HEX #212121
CMYK 73/65/65/73

balanced layouts that feel distinctly PMI.

MID TANGERINE MID AQUA MID VIOLET MID GRAY

Screen Print Screen Print Screen Print Screen Print

RGB 255/148/97 CMYK 0/51/64/0 RGB 89/212/235 CMYK 54/0/9/0 RGB 138/102/196 CMYK 53/67/0/0 RGB 87/87/87 CMYK 0/0/0/66
HEX #FF9461 HEX #59D4EB HEX #8A66C4 HEX #575757

LIGHT TANGERINE LIGHT AQUA LIGHT VIOLET LIGHT GRAY

Screen Print Screen Print Screen Print Screen Print

RGB 255/201/176 CMYK 0/25/27/0 RGB 171/232/245 CMYK 29/0/4/0 RGB 196/178/227 CMYK 21/29/0/0 RGB 171/171/171 CMYK 0/0/0/33
HEX #FFC9B0 HEX #ABE8F5 HEX #C4B2E3 HEX #ABABAB

TANGERINE BACKGROUND AQUA BACKGROUND VIOLET BACKGROUND GRAY BACKGROUND

Screen Print Screen Print Screen Print Screen Print

RGB 255/231/219 CMYK 0/10/11/0 RGB 218/245/250 CMYK 12/0/2/0 RGB 229/220/242 CMYK 8/12/0/0 RGB 217/217/217 CMYK 0/0/0/15
HEX #FFE7DB HEX #DAF5FA HEX #E5DCF2 HEX #D9D9D9

Visual Identity Guidelines Typography and Color 40

In application

Whether in print, digital, or real life applications,

lead with our primary brand colors to create
distinctly PMI.
For all other applications that require more
variations of color to help define important
information or create differentiation within
layouts, such as charts and graphs, use our
secondary color palette.

Visual Identity Guidelines Typography and Color 41

Page title

Body copy to come

SYMBOL
USE

Visual Identity Guidelines Patterns

Symbol Use 42
Symbol
Within grid

as hero
Full height
of the grid

Our symbols are incredibly versatile and can

be used in a number of ways: as a hero image,
pattern, or integrated with messaging. The
symbols can be represented in any of our three Full width of the grid
core brand colors, to offer the most flexibility
when creating communications.
Use the symbols thoughtfully as a hero image
within a design. For example, use the innovation
symbol for a story highlighting innovation. This will
help to reinforce their meaning over time.
Scaled beyond the page
Only use one symbol at the maximum width or
length of our grid, (fill the width for portrait
layouts, or the length for landscape layouts).
This will help to create a clear focal point.
Large scale symbols can also be scaled off the
grid, but use this design for special moments
(i.e. for a break page in a document).

Visual Identity Guidelines Symbol Use 43

Symbol
pattern

One of the ways we visualize the language of

the Project Economy is through a unique pattern
composed of our symbols.
The pattern is a versatile visual element
that uniquely imprints our identity on our
communications.
Symbols can be used in any color from our
primary palette, for maximum flexibility when
creating compositions. This helps avoid having the
same color symbol adjacent to one another.

Note
Symbols created especially for the Masterbrand
logo (change symbol) and Educational Foundation
(philanthropy symbol) are not to be used as
secondary graphic or within the symbol pattern.

Visual Identity Guidelines Symbol Use 44

Uniform
spacing Uniform spacing

X
When creating a pattern, use equal spacing
between each symbol to create uniformity
and breathing room between the symbols.
The spacing between should be 1/7 the width
of the symbol.
X

X X X X X X X X X

X = 1/7 width of symbol

Visual Identity Guidelines Symbol Use 45

Composing
On white On photography

the pattern

We use the symbol pattern either in color on white

or in white on top of photography.
As the primary visual on a communication, the
pattern should be used sparingly – in a corner or
1/3 – 1/2 of the layout. This is to avoid the symbols
appearing disorganized, cluttered,
or overwhelming.
Accent
Compositions that fill the space should be
reserved for special moments, such as on an
office entry wall, an all-over print, or book cover.
These compositions should not fill more than
75% of the space.
In instances where the pattern is used on
photography, placement of the pattern should
complement the subject of the image and not
obstruct the primary focus.
Refer to these examples for guidance on the
amount of whitespace the pattern should have.

Visual Identity Guidelines Symbol Use 46

File naming
structure
Filename example

pmi_sym_chng_tang_c-pms.eps
The symbols are available in a number of versions
and formats for use in a variety of applications.
Versions include Pantone colors, CMYK and RGB
RGB.
To accommodate the files,
a file naming structure has been created for ease
of use.

Each symbol is available as a color set or

individually.
Brand Type Visual Color version Color space File format
Color Space pmi: pmi sym: symbol change: chng tang: tangerine c-pms: pantone ai
collaboration: coll aqua: aqua coated eps
Use CMYK or Pantone for printed material. community: comm viol: violet u-pms: pantone
uncoated
jpg

Use RGB in all PowerPoint and Word documents determination: dtrm black: black
cmyk: 4-color process
png
growth: grwt wht: white
and templates, and for all on screen uses. innovation: inno all: all
rgb: rgb

outcomes: outc

File Format teamwork: tmwk

vision: visn
EPS and AI (vector): Use for highest-quality
reproduction in offset and digital print, and special
applications.
JPG (raster): High compression with no
transparency support; for web and on screen use,
also an alternate for PowerPoint and Word.
PNG (raster): Little to no compression with
transparency support; best used for PowerPoint,
Word, and on screen.

Visual Identity Guidelines Symbol Use 47

BUILDING
Page title

LAYOUTS

Visual Identity Guidelines Building Layouts 48

Using the grid

Our Visual Identity is based on a square grid.

From the logo, to symbol patterns, to editorial
layouts, all compositions are built on top of a
structured square grid system. This allows
for a high level of flexibility when it comes
to creating layouts and compositions that
seamlessly integrate with our design language.

Visual Identity Guidelines Building Layouts 49

Using the grid
Portrait

The square grid is incredibly flexible, allowing for

single, two, three, and four-column templates
making it suitable for all kinds of marketing and
communications. And with the square at the root
of the grid, integrating typography and symbols
within layouts becomes far less complicated.
Landscape
For portrait layouts apply a six column grid.
For landscape layouts and a twelve column grid.

Visual Identity Guidelines Building Layouts 50

Portrait layouts
The Column 01 Column
Growth 02 Column 03
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Future
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02
Determination
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03
Change
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04
Innovation
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05
Teamwork
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06
Outcomes
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A Guide to the Project Management

08
Community
Body of Knowledge (PMBOK® Guide) – Sixth
Edition and Agile Practice Guide (JAPANESE) 35 THE PROJECT ECONOMY 7 THE PROJECT ECONOMY 9
27 THE PROJECT ECONOMY

Column 04
PMI’s new Brand Annual Report
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Investment Mix Sales Results Comparative Performance

Personality is
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the essence of
FE RLESS
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1,250
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Y-axis description
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1,000
$ 2,279,245.15
Assessments

our brand that

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1,000
Fundraising/In-Kind $ 900
58,331.00 600
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Interest Income
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Y-axis description
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informs how we
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express it. It turns

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2 Type 5 AS OF 07.23.19 14
BUDGETED FOR FY19—20 15 16 17 18
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and actions into

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TypeAssessments
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unmistakable
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Carryover used
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1. PHOTOGRAPHY FOOTER COOL PHOTOGRAPHY FOOTER

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our brand.
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eribus quatur simusapic te conecum labor atibus

11 THE PROJECT ECONOMY 13 THE PROJECT ECONOMY 21 THE PROJECT ECONOMY 41 THE PROJECT ECONOMY

51

Visual Identity Guidelines Building Layouts 51

Landscape layouts
The future The future of Project
of Project Management
Management
DIVIDER
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PAGE
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tem voluptatem etur, id quae. Itatatur? Us aut acerrumquam, offic tecepeditiis dolentis dit am ea
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Subtitle here if applicable Maximum two lines dolupta tibusda nditatiur?
Landscape layout

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nem fuga. Ehent, qui quodisci num

PROJECT ECONOMY AUGUST 1, 2019 5 PROJECT ECONOMY 8 PROJECT ECONOMY AUGUST 1, 2019 9 PROJECT ECONOMY AUGUST 1, 2019 13

The future of Project The future of Project The future of Project The future of Project
Management Management Management Management
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PROJECT ECONOMY AUGUST 1, 2019 10 PROJECT ECONOMY AUGUST 1, 2019 11 PROJECT ECONOMY AUGUST 1, 2019 12 PROJECT ECONOMY AUGUST 1, 2019 14

Investment Mix Sales Results Comparative Perfor

The future of Project The future of Project Budget Budget
Management Management 1,400
JULY 2019 — JUNE 2020 BUDGET
25% $1,400
Dimusaerione volor aut ex eos dolupta ecatibus dion perro blanto idunt eiciminto
evenimusanis explicidebis nonsectus seque ma si cuptate elesera cum esto omnisciist, solut 1,000
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ute none quiatis ut di ommo blab inus in cus ad qui delectur simolut eos desecus essuntiores INCOME ACTUALS
re volupta eribus volorro rrovitas maio cusdandiatem quat quamus es apel ent idebit
esectaqui cus et mi, aut fugitatem quaspellesti.
1,250
doluptibus es vel invelique nis explandus des doluptatur?
Assessments
Fundraising/In-Kind
$ 2,279,245.15
$ 58,331.00
1,200 800
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Y-axis description
simpelit haritia pa imodipit hilit, suntor ab ipsant aspellu ptassequo elluptas dem es vera
The future of Project The future of Project The future of Project
Interest Income
Carryover used
$
$
4,100.00
196,435.41 1,000 1,050
1,000
sinverrum conseque con natibus natibusam illicip susam, corro qui culla dolupti amenectur min
Management Management Management
eatus dolores eatat officae comnihi ligendus am reped milluptatio. Nam undicientis acerorem TOTAL INCOME $ 2,538,111.56 50% 900 600
dem. Equia vidis et recupta volor sunt parchillest, none et venimin tecabo. Liqui dolore aribus,
sequam rem apiciae soluptur, sunt idem faccumet, sandamenihil etum, nati reperae lat.
850
• Dimusaerione volor aut ex eos dolupta • Dimusaerione volor aut ex eos dolupta • Dimusaerione volor aut ex eos dolupta
Culpa iuritem qui de natem unt et velis repudae veratur?
800

Y-axis description
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• Ecatibus dion perro blanto idunt eiciminto • Ecatibus dion perro blanto idunt eiciminto • Ecatibus dion perro blanto idunt eiciminto PROJECTED CARRYOVER
15% 400
DISBURSEMENT
tem voluptatem etur, id quae. Itatatur? Us aut acerrumquam, offic tecepeditiis dolentis dit
• Svenimusanis explicidebis nonsectus • Svenimusanis explicidebis nonsectus • Svenimusanis explicidebis nonsectus
am ea siminci molorib usdanim endant re pa voluptatis sequunt, sum fuga. CARRYOVER AS OF 07.23.19 BUDGETED FOR FY19—20 600
• Feque ma si cuptate elesera cum esto • Feque ma si cuptate elesera cum esto • Feque ma si cuptate elesera cum esto
Assessments — $ 194,967.00 200
• Imnisciist, solut eos ium expla doluptur, • Imnisciist, solut eos ium expla doluptur, • Imnisciist, solut eos ium expla doluptur, Fundraising/In-Kind — $ 77,327.00

400
Interest Income $ 196,435.00 $ 42,404.00
• Consed ut aut etur, qui quas aliqui sunt • Consed ut aut etur, qui quas aliqui sunt • Consed ut aut etur, qui quas aliqui sunt Carryover used — $ 139,108.00

0
• Maximus volorem aliquiassi re volupta • Maximus volorem aliquiassi re volupta • Maximus volorem aliquiassi re volupta TOTAL INCOME $ 196,435.00 $ 453,806.00
5% 3% 9% 16% 27% 45%
5% Dimusaerione volor.
200 Oloribusam volor
dimusaderio.
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blandiost, cusanis cusdae nulpa cus.

0 200
PROJECT ECONOMY AUGUST 1, 2019 15 PROJECT ECONOMY AUGUST 1, 2019 16 PROJECT ECONOMY

Type 1
AUGUST 1, 2019

Type 4
17
0 PROJECT ECONOMY AUGUST 1, 2019 18

X-axis descripti
Type 2 Type 5 14 15 16 17 18 19
Type 3 Type 6
X-axis description Label 1 L
Visual Identity Guidelines Building Layouts 52

Type 1

Type 2
Page title

Body copy to come

PHOTOGRAPHY

Visual Identity Guidelines Photography 53

Overview

Our photography is representative of project

managers and how they turn ideas into reality.
Through photography, we convey aspects of
collaboration and teamwork, the communities
within our organization and around the world,
but also the big picture – the outcomes and our
impact we make on society.
Our general guidance is as follows:
• Show individuals in concentration and focus
or teams working collaboratively
• Utilize a variety of micro, mid, and
macro level moments
• Our photography should feel human, authentic,
and provide a window into the world of the
Project Manager
• Show innovation through new ideas, new
products, new methods and the boundary
pushing industries we work in

Visual Identity Guidelines Photography 54

Photography
categories

The PMI visual identity uses three types of

photography:
People at work (lifestyle/portrait)
This type of photography captures project
managers in the real world. We should show them
in working situations – inside and outside of the
office – working collaboratively with People at work Impact Conceptual
team members or by themselves.
Impact (industry)
We capture the impact of project managers
and their work through this type of image.
It should convey the vast diversity of industries
and project types, such as technology, finance,
or pharmaceutical.
Conceptual
This is a secondary image type if photography
does not work. We use this to illustrate broad
ideas or abstract concepts, such as AI, that are
difficult to capture with photography.

Visual Identity Guidelines Photography 55

Image
People at work

categories

People at work
For people at work, we capture moments both
in and out of the office. Representing Project
Managers truly invested in their teams and
projects, all over the world.
As a global organization, it is important to reflect
the diversity of our organization through our
imagery. Where we show an individual, they should
be focused and concentrated. It is also important
we celebrate their drive, passion and humanity.
In a team setting, it is important to show
collaboration and teamwork.

Visual Identity Guidelines Photography 56

Image
Impact

categories

Impact
At the heart of it, impact is an idea realized.
From mapping human DNA to building cities,
a project manager helped make that those
things happen.
We celebrate the impact of project managers
by showcasing those achievements. We give
context to our work and ultimately, our affect on
the world.
Industries
The industries we work in (for example
technology, finance, or pharmaceutical) can be
represented with this type of photography.

Visual Identity Guidelines Photography 57

Image
Conceptual

categories

Conceptual
When lifestyle or real world photography does
not clearly express a tangible idea or capture the
content of your communications, it is acceptable
to use conceptual or abstract images.
These images can represent concepts like
networking, connection, movement, future, or
innovation to name a few.
This image type is characterized by computer-
generated forms (such geometric shapes, line
work or patterns), saturated color and lumination
and lighting.
Only use conceptual images if a photograph
cannot convey the idea of the content.

Visual Identity Guidelines Photography 58

Photographic
Macro

scale

We can explore photos at different altitudes, Mid

choosing intimate moments (micro) and bigger-

picture stories (macro) to show our impact,
at scale.

Micro

Visual Identity Guidelines Photography 59

Stylistic
considerations

Here are a few stylistic considerations to guide

selecting, adjusting or shooting your own
Lighting Color
photographic content. Color should be vibrant and rich. The color temperature
Natural lighting is preferred, with high contrast that shows
fine detail and texture. should feel warm.

Focus Composition
Ensure that the subject is emphasized to help tell the Cropping helps emphasize the subject(s) of the photograph.
visual story in a clear way. A close-up shot can show interesting details or a wide shot
captures scale and gives the subject context.

Visual Identity Guidelines Photography 60

Image cropping
in symbols

The symbols can be used as holding shapes for

photography. This type of cropping can be used
in the primary image of a communication.
When importing the image in the shape, adjust
the placement to ensure the subject(s) of the
photograph are generally in the viewing area.
Be aware of the negative spaces of some of the
symbols which may obscure important details.

Visual Identity Guidelines Photography 61

Incorrect usage

Avoid business meeting Avoid cliché photographs of Avoid using photographs with Avoid extreme close-ups
Avoid these common mistakes when using or clichés such as shaking hands teamwork, unity, or other out-dated or irrelevant props or cropping
selecting photography. or high-fives metaphors

Avoid silhouetted figures, Avoid treating photography Avoid using black and white Avoid special effects
photographic overlays with effects or filters photography or color filters such as UI
or effects

Visual Identity Guidelines Photography 62

BRINGING
IT ALL
TOGETHER

Visual Identity Guidelines Bringing It All Together 63

STATIONERY

Stationary

Visual Identity Guidelines Bringing It All Together 64

BUSINESS CARDS

Visual Identity Guidelines Bringing It All Together 65

DUAL LANGUAGE BUSINESS CARDS

Visual Identity Guidelines Bringing It All Together 66

WEBSITE - HOME

Visual Identity Guidelines Bringing It All Together 67

SOCIAL MEDIA BANNERS

Visual Identity Guidelines Bringing It All Together 68

EMAIL

69

Visual Identity Guidelines Bringing It All Together 69

EMAIL

70

Visual Identity Guidelines Bringing It All Together 70

OFFICE ENTRYWAY

Signage and Environment Design

71

Visual Identity Guidelines Bringing It All Together 71

CONFERENCE ROOMS

72

Visual Identity Guidelines Bringing It All Together 72

OFFICE FURNITURE

73

Visual Identity Guidelines Bringing It All Together 73

EXTERIOR SIGNAGE

74

Visual Identity Guidelines Bringing It All Together 74

MERCHANDISE

Visual Identity Guidelines Bringing It All Together 75

TOTE BAGS Special use case
For merchandise, Chapters
can opt for a lockup of
their logo with just the
Chapter name.

Tote Bag

76

Visual Identity Guidelines Bringing It All Together 76

APPAREL

Tote Bag

77

Visual Identity Guidelines Bringing It All Together 77

CONFERENCE ACTIVATION

Events

Visual Identity Guidelines Bringing It All Together 78

PAGE TITLE

If you have any questions, comments, or would like

more information please contact:
[email protected]

Visual Identity Guidelines Bringing It All Together 79