--- name: Resume Place slug: resume-place version: 1.1.0 lastUpdated: 2024-09-26 canonicalUrl: /brand/resume-place --- # Resume Place Brand Spec > The Resume Place, Inc. was the first-ever federal resume writing service. Since 1973 we've seen a fair share of competitors and imitators, but there is only one original. This is the agent-optimized brand spec. It mixes the human-authored brand book with structured sections from the JSON tokens. Use it to author on-brand copy, generate assets, or wire tokens into a client repo. ## How to use this spec If you are an AI agent (Cursor, Claude Code, ChatGPT, internal Workhorse session agent, or other) generating copy or assets for this brand, treat this document as canonical: 1. **Read the Voice section first.** Tone words, guidelines, banned terms, preferred terms. 2. **Match the surface.** When you write a hero, CTA, newsletter intro, social caption, press quote, or any other surface, find that surface under "Surface do/don't" and follow the do/don't pattern explicitly. 3. **Call prompts by id.** When the user asks for something that maps to a `promptKit` entry (e.g. `newsletter-intro`, `hero-line`, `agency-pitch`), use that prompt's template structure and example output. 4. **Cite the spec.** When you produce on-brand copy, end with a short footer like `(brand · v1.1.0)`. 5. **Never use banned terms.** Prefer `preferredTerms`. The list at the bottom of the Voice section is opinionated for a reason. 6. **Spec.json is also available.** Same content, structured as JSON, at `/brand/resume-place/spec.json`. Use it when you need programmatic access to a specific section. --- ## Foundation **Position.** The first-ever federal resume writing service. **Tagline.** We wrote the book on federal resumes. **Homepage line.** Writing our next chapter. Honoring our legacy. Recommitting to our purpose. **Descriptor.** Federal resumes. Books. Training. Certification. **Value proposition.** We wrote the book on federal resumes. The Resume Place, Inc. was the first-ever federal resume writing service. Since 1973 we've seen a fair share of competitors and imitators, but there is only one original. **Origin.** When The Resume Place was founded, we were essentially a design and print studio that employed storytellers to help people tell their unique career stories within the confines of a federal resume. The internet did not exist, everything was done on paper, and people literally showed up at our door to get help. Some of us still remember the smell of ink, paper, and sweat when many eager job seekers would walk into our K Street office on a hot DC summer day. ## Heritage ### We wrote the book on federal resumes. *Turning obstacles into opportunities for almost 50 years.* The Resume Place, Inc. was the first-ever federal resume writing service. Since 1973 we've seen a fair share of competitors and imitators, but there is only one original. *Brand Identity Guidelines* ### Writing our next chapter. **Honoring our legacy. Recommitting to our purpose.** The Resume Place has been the preeminent federal job experts for several decades. We are unmatched in our expertise, insight, and future-forward thinking within the realm of federal careers, agency talent consulting, and publishing. ### When The Resume Place was founded. When The Resume Place was founded, we were essentially a design and print studio that employed storytellers to help people tell their unique career stories within the confines of a federal resume. The internet did not exist, everything was done on paper, and people literally showed up at our door to get help. Some of us still remember the smell of ink, paper, and sweat when many eager job seekers would walk into our K Street office on a hot DC summer day. *Passing Fashion. When you have been around since the 1970s, you get fabulous fashion and daring design moments to reflect on.* ### Background We are charismatic storytellers, innovators, and leaders committed to helping people see the best in themselves and find meaning and purpose in their work in the federal government. We know that a thriving federal workforce is vital for the health of the country and we are determined more than ever to support our government and its citizens in providing resources and tools to keep our federal agencies staffed with the best and brightest. ### Brand character > The Resume Place is cut-and-dried but certainly not dry or dull. **Honest** · **Charismatic** · **Empowering** · **Invigorating** · **Irreverent** · **Timeless** · **Visionary** · **Authentic** · **Intelligent** ### Brand pillars #### Building on a Legacy *Originators and Innovators* Over 50+ years of responding to Washington's changing rules, regulations, and culture. #### The New Institution *Educators and Resource Center* Giving people the tools to transform their careers and their lives. Guiding leaders in finding the most qualified candidates. #### Empowering + Inspiring *Advocating for Changemakers* Empowering people to advance themselves by properly highlighting their talents, skills, accomplishments, and being their best selves. ### Manifesto > The Resume Place helps people write new chapters in their story of service and commitment to America. ## Audience Federal job seekers, federal agencies, and the trainer community that teaches the work. - People advancing their careers in service of the country, properly highlighting their talents, skills, and accomplishments. - Leaders inside federal agencies finding the most qualified candidates. - Educators and resource-center users transforming their careers and their lives. ## Voice **Tone:** Charismatic, Empowering, Plainspoken ## Color | Token | Hex | Role | Notes | |---|---|---|---| | `orange.tangelo` | `#F94D00` | Primary | Tangelo Orange | | `orange.mahoganyWood` | `#C04000` | Pantone 8923 C | Mahogany Wood | | `orange.spicedTea` | `#B35C44` | Pantone 8925 C | Spiced Tea | | `blue.deep` | `#1C3664` | Pantone 8783 C | Deep Blue | | `blue.evening` | `#0F264C` | Pantone 2767 C | Evening Blue | | `blue.midnight` | `#223240` | | Midnight Blue | | `neutral.richGray` | `#010203` | Pantone 433 C | Rich Gray | | `neutral.darkGray` | `#5B5E60` | Pantone 8403 C | Dark Gray | | `neutral.lightGray` | `#D2D9DB` | Pantone 9423 C | Light Gray | | `white` | `#FFFFFF` | | White | ## Typography ### Families - **Messina Sans** (`primary`): 'Messina Sans', 'Inter', ui-sans-serif, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif *Messina Sans. Workhorse face. Black for headlines, SemiBold for subheads, Book for body. Designed for large editorial projects and corporate identities.* - **Messina Serif** (`editorial`): 'Messina Serif', 'Newsreader', Georgia, 'Times New Roman', serif *Messina Serif. Long-form publishing and federal-aesthetic moments. French Renaissance proportions translated into 21st-century needs.* - **Messina Sans Mono** (`mono`): 'Messina Sans Mono', 'JetBrains Mono', ui-monospace, SFMono-Regular, Menlo, Monaco, Consolas, monospace *Messina Sans Mono. Data, kickers, version stamps. All-caps with extra tracking is the house treatment.* - **Messina Sans Condensed** (`condensed`): 'Messina Sans Condensed', 'Manrope', 'Messina Sans', 'Inter', ui-sans-serif, sans-serif *Messina Sans Condensed. Short labels, dense headlines, acronyms (ECQ, SES, CFJST).* ### Scale | Token | Value | Use | |---|---|---| | `display` | `4.300rem` | 69px. Display headlines | | `h1` | `3.583rem` | 57px. Hero / page title | | `h2` | `2.986rem` | 48px. Section headline | | `h3` | `2.488rem` | 40px. Sub-section | | `h4` | `2.074rem` | 33px. Card heading | | `h5` | `1.728rem` | 28px. Small heading | | `h6` | `1.440rem` | 23px. Eyebrow / kicker | | `lead` | `1.200rem` | 19px. Lede / large body | | `body` | `1.000rem` | 16px. Default body | | `small` | `0.833rem` | 13px. Secondary text | | `xs` | `0.694rem` | 11px. Labels, meta, mono | ## Spacing | Token | Value | Use | |---|---|---| | `space.1` | `0.25rem` | 4px. Micro | | `space.2` | `0.5rem` | 8px. Tight | | `space.3` | `0.75rem` | 12px | | `space.4` | `1rem` | 16px. Base | | `space.5` | `1.25rem` | 20px | | `space.6` | `1.5rem` | 24px. Comfortable | | `space.8` | `2rem` | 32px. Spacious | | `space.10` | `2.5rem` | 40px | | `space.12` | `3rem` | 48px. Section gap | | `space.16` | `4rem` | 64px. Large section | | `space.20` | `5rem` | 80px | | `space.24` | `6rem` | 96px | | `space.32` | `8rem` | 128px. Hero breathing room | **Grid.** 12-column, 24px gutter, 1140px container. **Breakpoints.** `sm`=640px, `md`=768px, `lg`=1024px, `xl`=1280px, `2xl`=1440px **Principles.** - Use the 4-pt base scale. Avoid arbitrary pixel values inside components. - Vertical rhythm follows the type scale. Section gaps step from `space.12` (48px) on mobile to `space.16` (64px) on desktop. - Reading surfaces (article, newsletter, applicant-facing forms) use `container.narrow` (720px). Marketing and dashboard use `container.max` (1140px). Reserve `container.wide` (1440px) for hero photography and editorial spreads. - Mobile gets generous padding. Federal applicants are often on phones in transit; protect the touch targets. ## Motion **Duration:** `instant`=0ms, `fast`=150ms, `normal`=300ms, `slow`=500ms **Easing:** `default`=cubic-bezier(0.4, 0, 0.2, 1), `in`=cubic-bezier(0.4, 0, 1, 1), `out`=cubic-bezier(0, 0, 0.2, 1), `linear`=cubic-bezier(0, 0, 1, 1) **Reduced motion.** Respect `prefers-reduced-motion: reduce`. When enabled, all `duration.fast` and `duration.normal` transitions become `duration.instant`. Entrance reveals fall back to instant opacity. Hover states still apply (they are interaction feedback, not motion). ## Logo ### Wordmark The primary brand mark. Use for the largest and most recognizable applications. - **Wordmark, Orange**: `/media/resume-place/logo/wordmark-horizontal-orange.svg` - **Wordmark, Blue**: `/media/resume-place/logo/wordmark-horizontal-blue.svg` - **Wordmark, Reverse on Midnight**: `/media/resume-place/logo/wordmark-horizontal-reverse.svg` ### Logomark The circle-checkmark logomark. Shorthand for the identity. Used at small sizes and on collateral where the wordmark would crowd the layout. - **Logomark, Orange**: `/media/resume-place/logo/logomark-orange.svg` - **Logomark, Blue**: `/media/resume-place/logo/logomark-blue.svg` - **Logomark, Reverse**: `/media/resume-place/logo/logomark-reverse.svg` ### Logomark + Wordmark Lockup Use the documented lockup files when both marks need to appear together. - **Lockup Horizontal, Orange**: `/media/resume-place/logo/lockup-horizontal-orange.svg` - **Lockup Stacked, Orange**: `/media/resume-place/logo/lockup-stacked-orange.svg` **Clear space.** Clear space around the wordmark equals the height of the 'R' in Resume Place, regardless of production size. Clear space around the logomark equals the size of the checkmark negative space, regardless of production size. **Hierarchy.** - The Resume Place wordmark is the primary mark. - The checkmark logomark should be used as a separate element, a shorthand for the identity, but should rarely be paired with the wordmark. - Programs and initiative names can be set in the brand serif at the appropriate weight and size to be used in places where it may be the only visual brand asset seen, such as on third-party platforms. ## Imagery ### Washington, DC General use for all federal-career related content. ### Classes and Conferences Training and consulting. ### Studying and Online Learning General use, publishing, and online learning. ### Families General use for all career-related content. Military families and spouses. **Principles.** - The subjects in our image selection should reflect the federal workforce population. Consider demographic factors, keywords, and composition when selecting images. - Let the picture speak for itself, but always make sure it is in conversation with surrounding content and not clashing. - Photography creates a shortcut for the audience to see themselves in the message. Choose subjects that look like the audience. **Direction questions.** - Does this reflect our audience? - What is this image saying? - How do we want our audience to feel? ## Sub-brands ### Ten Steps to a Federal Job® (`ten-steps`) *Curriculum + Certification Program · shipped* The Ten Steps shelf is one of the most prominent ways customers engage with The Resume Place, through the many book editions, training sessions, and the sheer wealth of information and opportunity associated with the brand. Familiar design elements from the previous Ten Steps brand (banners, stars, flags) are combined with new brand elements (color, logomarks) to enforce the connection between the Resume Place's legacy and its future. **Motifs.** - **Banners, stars, flags.** Legacy elements such as banners, stars, and flags are subtly utilized to invoke familiarity with the brand. - **Certification badges.** Badges are streamlined to be more of a solid design element that can be more easily utilized. Two tiers: Master Certified Trainer & Coach, and Certified Trainer & Coach. ### CCAR Accomplishment Builder (`ccar-builder`) *Proposed brand addition · proposed* Part of the proposed Resume Toolbox family. A simple encapsulation of the brand typography used for other familiar products and programming. The straightforward box motif around 'BUILDER' links the product back to the family of tools. **Lockups.** - **CCAR Builder.** Set in Messina Sans Condensed (CCAR) paired with Messina Serif Italic (Builder). - **CCAR Accomplishments Builder.** Extended form in the same condensed-sans + serif-italic pairing. - **Resume Toolbox parent mark.** RESUME TOOLBOX set in the brand mono treatment as the family-of-tools wordmark. **Type treatments.** - **Messina Sans Condensed.** Allows for acronyms and long titles. - **Messina Serif Italic.** Connects to the federal aesthetic and to other Resume Place programs. **Motifs.** - **Toolbox = Box.** A straightforward box remains as the primary motif around 'BUILDER' in the extended system, linking it back to the family of tools. - **RP Monogram Badge.** The main Resume Place logo letters serve as a simple encapsulated circle monogram, using a sturdier version of the brand's font. **Things to consider.** - Are we providing enough familiarity with our brand? - Are we providing enough distinction from our other products and/or services? - Does this feel like an intuitive growth of our brand? ## Applications ### Business Identity Set (`print`) Full-color business identity system. Print specs to be added. ### Certificate (`print`) Issued for Resume Place certification programs. ### Presentation Template (`digital`) Brand-aligned presentation template for workshops, training, and agency-facing decks. --- ## Brand Book (human-authored prose) # Resume Place Brand Book The original federal resume writing service. Since 1973. This is the prose brand book. It sits alongside the machine-generated `build/spec.md` (assembled from the JSON token files). Content here mirrors the language in the v1.1 Resume Place brand book (Figma file `AAB1MOtAxkDzo3GHY1n0Le`, last updated September 26, 2024). When the source book updates, this file updates. --- ## Foundation **We wrote the book on federal resumes.** Turning obstacles into opportunities for almost 50 years. The Resume Place, Inc. was the first-ever federal resume writing service. Since 1973 we have seen a fair share of competitors and imitators, but there is only one original. ### Writing our next chapter Honoring our legacy. Recommitting to our purpose. The Resume Place has been the preeminent federal job experts for several decades. We are unmatched in our expertise, insight, and future-forward thinking within the realm of federal careers, agency talent consulting, and publishing. ### Background We are charismatic storytellers, innovators, and leaders committed to helping people see the best in themselves and find meaning and purpose in their work in the federal government. We know that a thriving federal workforce is vital for the health of the country and we are determined more than ever to support our government and its citizens in providing resources and tools to keep our federal agencies staffed with the best and brightest. ### Origin When The Resume Place was founded, we were essentially a design and print studio that employed storytellers to help people tell their unique career stories within the confines of a federal resume. The internet did not exist, everything was done on paper, and people literally showed up at our door to get help. Some of us still remember the smell of ink, paper, and sweat when many eager job seekers would walk into our K Street office on a hot DC summer day. --- ## Brand Character The Resume Place is cut-and-dried but certainly not dry or dull. **Timeless. Authentic. Intelligent. Visionary. Honest. Charismatic. Empowering. Invigorating. Irreverent.** The Resume Place helps people write new chapters in their story of service and commitment to America. --- ## Brand Pillars **Building on a Legacy** — Originators and Innovators. Over 50+ years of responding to Washington's changing rules, regulations, and culture. **The New Institution** — Educators and Resource Center. Giving people the tools to transform their careers and their lives. Guiding leaders in finding the most qualified candidates. **Empowering + Inspiring** — Advocating for Changemakers. Empowering people to advance themselves by properly highlighting their talents, skills, accomplishments, and being their best selves. --- ## Color Inspired by a colorful cast of characters. Finding our true colors. For almost half a century, we've helped people further their careers and build a legacy in the service of our country. The brand's colors are as warm, vibrant, and sharp as the people who have come through our doors over the decades. | Token | Hex | Pantone | |-------|-----|---------| | Tangelo Orange | `#F94D00` | 1655 C | | Mahogany Wood | `#C04000` | 8923 C | | Spiced Tea | `#B35C44` | 8925 C | | Deep Blue | `#1C3664` | 8783 C | | Evening Blue | `#0F264C` | 2767 C | | Midnight Blue | `#223240` | — | | Rich Gray | `#010203` | 433 C | | Dark Gray | `#5B5E60` | 8403 C | | Light Gray | `#D2D9DB` | 9423 C | | White | `#FFFFFF` | — | --- ## Typography A fresh but familiar face. Balancing novelty and familiarity. Three cuts of Messina from Lineto (Roman Wilhelm). Messina consists of three styles, designed for large editorial projects, corporate identities, or advanced online applications. The Sans Version reflects the 20th century and its affinity for reduction. The Serif Version works with French Renaissance proportion and translates the 17th-century design into today's needs. - **Messina Sans Black** — Headlines and Display Titles, Added Emphasis. - **Messina Sans Book** — Body Copy, Large blocks of text, Lists. - **Messina Sans Condensed Bold** — Subheadlines and Titles, Short Secondary Information. - **Messina Sans Mono** — Numbers and table elements, Meta-data and Secondary Information, Kickers/Straps. - **Messina Serif Book** — Body Copy, Longform Writing. - **Messina Serif Semibold** — Paragraph Leads, Added Emphasis. - **Messina Serif Light** — Headlines and Display Titles. --- ## Logo The Resume Place wordmark is the primary mark. The circle-checkmark logomark should be used as a separate element, a shorthand for the identity, but should rarely be paired with the wordmark. When both marks need to appear together, use the documented lockup files. Clear space around the wordmark equals the height of the "R" in Resume Place. Clear space around the logomark equals the size of the checkmark negative space. Maintain regardless of production size. Programs and initiative names can be set in the brand serif at the appropriate weight and size to be used in places where it may be the only visual brand asset seen, such as on third-party platforms. --- ## Photography Less Talk, More Walk. Photography selection, made simpler. Four working themes: 1. **Washington, DC.** General use for all federal-career related content. 2. **Classes and Conferences.** Training and consulting. 3. **Studying and Online Learning.** General use, publishing, and online learning. 4. **Families.** General use for all career-related content. Military families and spouses. Three direction questions: - **Does this reflect our audience?** Photography creates a shortcut for the audience to see themselves in the message. Choose subjects that look like the audience. - **What is this image saying?** Let the picture speak for itself but always make sure it is in conversation with surrounding content and not clashing. - **How do we want our audience to feel?** Reference the brand character list. To invoke optimism, focus on the brand character words that best align with that emotion: visionary, charismatic, empowering. --- ## Sub-brands **Ten Steps to a Federal Job®.** The most prominent way customers engage with The Resume Place, through the many book editions, training sessions, and the sheer wealth of information and opportunity associated with the brand. Familiar legacy elements (banners, stars, flags) combine with new brand elements (color, logomarks) to enforce the connection between the Resume Place's legacy and its future. Certification badges are streamlined into solid design elements; tiers are Master Certified Trainer & Coach and Certified Trainer & Coach. **CCAR Accomplishment Builder.** *Proposed brand addition.* Part of the proposed Resume Toolbox family. A simple encapsulation of the brand typography used for other familiar products and programming. The straightforward box motif around "BUILDER" links the product back to the family of tools. CCAR set in Messina Sans Condensed; Builder set in Messina Serif Italic. --- ## Applications The brand book documents three application surfaces: - **Business Identity Set.** Full-color business identity system. - **Certificate.** Issued for Resume Place certification programs. - **Presentation Template.** Brand-aligned template for workshops, training, and agency-facing decks. --- ## Stewardship This brand book is the canonical mirror of the v1.1 Resume Place brand book. It versions in git, updates as the source book updates, and exposes a machine-readable spec at `/brand/resume-place/spec.json` for AI ingestion.