I.Purpose
The purpose of this policy is to mandate the use of the 2023
branding guidelines for the OhioMeansJobs and American Job Center brands by
local workforce development areas on all outreach opportunities.
II.Effective
Date
Immediately
III.Recission
Workforce Innovation and Opportunity Act Policy Letter No 16-07,
OhioMeansJobs and American Job Center Branding (November 14, 2016)
IV.Background
OhioMeansJobs (OMJ) is recognized as the integrated point of
entry to Ohio's workforce system. The state's OMJ centers provide job training,
skill upgrades, and other employment services to Ohioans looking for work and
to employers seeking workers. Section 6301.08 of the Ohio Revised Code mandates
that each OMJ center be named "OhioMeansJobs (name of county)
County."
Consistent with section 121 (e)(4) of the Workforce Innovation
and Opportunity Act (WIOA), 20 C.F.R. 678.900 designates the name,
"American Job Center" or "a proud partner of the American Job
Center network," as the common identifier for workforce systems across the
nation. The U.S. Department of Labor (USDOL) requires that this identifier be
used alongside Ohio's existing branding.
A common name not only provides continuity across the nation and
Ohio's workforce systems, but it also enables businesses and individuals to
easily identify and connect with workforce resources and professionals. Ohio's
workforce system will become more effective in advancing job placement and
talent development as a result of the national and statewide workforce branding
efforts. Branding will also make it easier for individuals and businesses to
find employment services. A single common name will reassure individuals and
businesses that they will receive the same high-quality services from any OMJ
location.
OhioMeansJobs (OMJ) Branding
OMJ will serve as the official brand for Ohio's workforce
system. To fulfill the mandated requirements, local workforce development areas
must name their workforce systems and individual centers as "OhioMeansJobs
(name of county) County." The three municipal corporations that originally
were automatic designations under the Workforce Investment Act of 1998 (Cincinnati,
Cleveland, and Columbus) may include the name of the city as part of their
workforce system names. Those names would be "OhioMeansJobs (name of
city)(name of county) County."
American Job Center (AJC) Branding
20 C.F.R. 678.900 mandates the use of the brand, "American
Job Center," as the nation's common identifier of the workforce delivery
system. Workforce delivery systems must include the brand, "American Job
Center," or the tagline, "a proud partner of the American Job Center
network," on all products, programs, activities, services, electronic
resources, facilities, and related property and materials used in the local
workforce delivery system.
Ohio, for both state and local workforce systems, will be
utilizing the co-brand option of "a proud partner of the American Job
Center network" as a tagline to the OMJ branding.
OMJ centers may continue to use their current branded materials
until those supplies are exhausted.
V.State
Requirements
The Ohio Department of Job and Family Services (ODJFS) will
develop and distribute the OhioMeansJobs Brand
Guidelines. These guidelines provide direction on the design of outreach
materials. Outreach materials include, but are not limited to, websites, social
media, screen savers, signage (permanent and temporary signs used to show
information regarding the OMJ center), stationary, business cards, brochures,
and posters. All printed materials, forms, and reports that will be distributed
to the public must be branded according to the brand guidelines.
The OMJ and AJC brands are copyrighted and trademarked to
protect them from abuse. The wrongful use of any aspects of the OMJ or AJC
co-brand as specified in this policy and the OhioMeansJobs
Brand Guidelines may constitute infringement of proprietary rights. Any
inappropriate or incorrect usage or printings will be corrected at the expense
of the local approving authority without the use of any WIOA or Wagner-Peyser
funds.
Local workforce development boards (WDB) and OMJ centers are not
permitted to authorize other entities to use the OMJ brand or AJC co-brand. Approval
of plans for the use of the OMJ brand/AJC co-brand and logo by other entities
must be obtained from the ODJFS Office of Workforce Development (OWD) by
sending a written request to OWD-Media@jfs.ohio.gov.
Although the cost of updating the branding of outreach materials
is a joint responsibility of all OMJ center partner programs, ODJFS will issue
funds statewide to help local WDBs and each OMJ center comply with the 2023 re-branding
requirement.
VI.Local
Area Requirements
Local WDBs are required to utilize the OMJ brand with the tagline
"a proud partner of the American Job Center network" on all outreach
opportunities including, but not limited to, phone systems, websites, social
media, screen savers, signage (permanent and temporary signs used to show
information regarding the OMJ center), stationary, business cards, brochures,
and posters. All printed materials, forms, and reports that will be distributed
to the public must be branded according to the OhioMeansJobs
Brand Guidelines. Each page on the center's websites that have a unique
center name/logo must reflect the branded name and adhere to the brand
guidelines.
The OMJ/AJC co-brand must be prominently displayed on all
outreach materials, banners, and signage. Local WDBs are required to adhere to
all aspects of the OhioMeansJobs Brand Guidelines.
Any deviations or substitutions from the instructions mentioned in the guide
will be considered as unacceptable usage of the OMJ or AJC brand.
Before signage is finalized and produced, local WDBs are
required to notify OWD and forward the final proof to OWD-Media@jfs.ohio.gov
to receive approval on final design. E-mails submitted for final approval
should state, "Requesting OMJ/AJC Signage Approval" in the subject
line.
Local workforce areas and the centers have until June 30, 2024,
to obligate provided branding funds, with a liquidation period until September
30, 2024.
Web Address
All OMJ centers will have a branded web address. The web address
will be consistent for all OMJ centers and will redirect existing websites to
the appropriate website by the forward slash and the county name at the end of
the address (i.e., OhioMeansJobs.com/Countyname).
Any and all changes to the existing web addresses and websites redirects must
be sent to OWD-Media@jfs.ohio.gov.
VII. Technical
Assistance
For additional information on this policy, you may send your
questions to the Office of Workforce Development: OWDPOLICY@jfs.ohio.gov.
VIII. References
Workforce Innovation and Opportunity Act, §§ 106 – 107, Public
Law 113-128.
20 C.F.R. § 678.900.
Ohio Revised Code section 6301.08.
American Job Center – Graphics Style Guide for Partners (October
2012).
OhioMeansJobs Brand Guidelines (November 2023).