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Logo page introducing two-line internal-initiative lockups, with a large construction example aligning a program name to the logo x-height and a grey grid of program examples below.
Summary
A logo page defining two-line "initiative" lockups for internal programs: a large construction example sets the words "internal initiative" to the logo's x-height, and a four-column grid shows the system applied to real program names.
Visual description
Standard layout: cream left column with section number "2.3.5 Internal initiatives", explanatory body, and a boxed "Please note" callout (with a black info glyph) warning that program headers need marketing consent. The navigation list sits lower-left with Lockups bolded. The white panel leads with a large lockup: the heavy black hcma mark on the left, and to its right the words "internal / initiative" set in bold condensed sans on two lines, the same height as the mark. Faint dotted guides and small "a" markers run across the top, with the annotation "x-height alignment with top of logo 'a'". Below, a four-column by three-row grid renders the system in light grey, each cell a small hcma mark paired with a two-line program name: curiosity grant, wellness wednesday, summer internships, hcma day, career paths, ca club, coffee club, climate advocacy, action teams, bim updates, makers club, pedestrian advocacy. The cream footer carries copyright, title, and "Version 01".
Key takeaway
The disciplined sub-brand system: one fixed lockup grammar (mark plus two-line condensed name aligned to the logo x-height) generates a whole family of program identities that stay visibly part of the parent brand. The visible x-height construction guide is the rule that holds it all together. The grey example grid shows breadth without competing with the hero construction example.
Reuse notes
A strong reference for any organisation that needs to brand internal programs, chapters, or initiatives without spinning up separate logos. The two-line-lockup-aligned-to-x-height pattern is directly reusable. Note the explicit governance caveat (no new program headers without sign-off), worth replicating so the system does not sprawl. Depends on a strong condensed display cut for the program names.
From this deck: Internal initiative lockups
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