Brand Standards NAWC Chapters PAC Logo Usage Guidelines
Logo Usage Guidelines The logo is the single most recognizable symbol of the National Association of Water Companies. It is critical for the logo to be used appropriately to help maintain the integrity of our brand. There is more to the logo than you may think. The type and graphics were carefully crafted to communicate the concepts of water, information, forward thinking and leadership in one concise graphic. The three water lines shooting up from the W for water add energy to the logo while the concentric shapes represent both water and the broadcast of information. The color blue is present to represent water as well. The color gold stands for excellence and the NAWC s position as a thought leader. Full-Color Logo Whenever possible, present NAWC logos in full color and in the vertical format. This is the preferred presentation of the logo. If space prohibits the use of the vertical format, a horizontal format may be used. Vertical Preferred Format Horizontal NAWC Brand Standards 1
Logo Usage Guidelines Black and White Logo When the use of a full-color logo is not possible, the logo should be presented in black or white. When used in black it should feature a gradient as shown below. The black version should be used when the background will be white. If the background color is black or another dark color the logo should be presented in white (reverse) on the solid color background. A vertical format is preferred and should be used whenver possible. Vertical Preferred Format Horizontal NAWC Brand Standards 2
Logo Usage Guidelines Minimum Size All NAWC logo formats should be presented with the letters NAWC (or NAWC box in the case of the PAC logo) at a minimum height of.375".375".375" Improper Usage To maintain brand integrity, the logo must always be presented clearly and accurately in all applications. The logo should never be distorted, manipulated or altered in any way. The examples below represent improper logo usage. DO NOT... National Association of Water Companies...elongate the logo....change the fonts....distort the logo....reconfigure the logo....use the logo in partial form....break up or slice the logo....change letter spacing or condense type....alter the splash. Remember... Make sure the logo is readable over background images....reproduce a 1-color logo in any color other than black and white. The logo should not be placed over images, artwork or backgrounds that negatively affect legibility. NAWC Brand Standards 3
Logo Usage Guidelines Moving Water Graphic The moving water graphic is an essential element of the logo and the brand identity. It must never be used as a replacement for a complete logo. It may be used as a design element when accompanied by a complete logo that is on the same page or in close proximity. An example may be found on the first page of this document. Improper Usage The graphic should never be distorted, manipulated or altered in any way. DO NOT......distort the graphic....use only a portion of the graphic....use the graphic in another color than NAWC blue*...alter the order of the NAWC blue gradients Using the Moving Water Graphic as a Design Element The tint values pictured at right should be used when featuring the moving water graphic in NAWC blue on a white or light colored background. 50% 70% 100% *The moving water graphic may also be featured in conjunction with these solid palette colors using the following tint values: 100% 65% 75% 85% NAWC Brand Standards 4
Logo Usage Guidelines Clear Zones For maximum readability and visual impact, the logo must be surrounded by an appropriate clear zone. The clear zone is the area that visually separates the logo from all other graphic elements. At minimum, that separation should be equal to or greater than the height of the stacked National Association of Water Companies type on all sides of the logo. No copy or graphics are permitted in this area. The clear zone should also be used as a guide for placement of the logo when it is near the edge of any materials as well. clear zone Moving Water Forward Tagline The tagline should always be phrased exactly as presented here. The tagline should not be altered in any way. Examples of improper usage include: Move Water Forward Moved Water Forward The tagline can be presented as a visual or incorporated within a narrative. For example: We are moving water forward. We invite you to join us. When presented as a headline, the tagline may be used in ALL CAPS or in Initial Caps. When used in ALL CAPS, the font used should be ITC Avant Garde Book Oblique: When used in Initial Caps the font used should be Rockwell Bold: MOVING WATER FORWARD Moving Water Forward When presenting the tagline as a graphic, it should be featured in blue or gold from the approved NAWC palette or in white (reverse). Your careful compliance with NAWC brand standards will help us reach our full potential as a dynamic brand and influential organization. We thank you for your care and support. For more information, please contact Jessica Knight, Director of Strategic Relations and Communications, at 202.349.7310 or jessica@nawc.com 2001 L Street, NW, Suite 850 Washington, DC 20036 t 202.833.8383 f 202.331.7442 www.nawc.org NAWC Brand Standards 5
Brand Standards NAWC Chapters PAC Color Usage Guidelines
Color Usage Guidelines The colors selected for the National Association of Water Companies brand are an integral part of the organization s identity. They are as important to the NAWC brand as the logo itself and they must be selected and reproduced accurately. A distinctive color palette helps make a brand memorable while communicating key attributes. The bold and energetic blue of the NAWC logo does more than represent water it helps deliver a message that the NAWC is a dynamic organization. The use of gold differentiates the logo from a sea of other blue water industry logos and represents the NAWC s commitment to excellence. These two signature colors, together with the secondary colors of the NAWC palette, combine to create a vibrant and innovative feel that will be easily recognizable as the NAWC. Signature Colors NAWC s blue and gold are the signature colors of the brand and form the foundation of the brand palette. When a full-color piece is produced these two colors should always be included in the overall design. PMS 3005 C CMYK 100 0 34 2 WEB #017cc6 PMS 124 C CMYK 10 28 100 6 WEB #e8b622 PMS 3005 U RGB 0 129 198 PMS 7405 U RGB 238 177 17 Secondary Colors The secondary color palette consists of additional colors that may be used, but only in addition to one or more signature colors. Secondary palette colors are meant to give design flexibility when use of a lighter color is needed for type readability or as a design accent. PMS 281 C PMS 384 C PMS 5315 C PMS 153 C PMS 281 U PMS 398 U PMS 5315 U PMS 153 U CMYK 100 72 0 32 CMYK 18 0 100 31 CMYK 6 6 0 5 CMYK 0 46 100 18 RGB 0 62 126 RGB 159 166 23 RGB 223 222 233 RGB 209 131 22 WEB #14397c WEB #9bab1d WEB #e4e1ec WEB #c88425 NAWC Brand Standards 1
Color Usage Guidelines Tint Values The bold colors of the NAWC palette were selected to help the organization stand out instead of blending in, and they reflect the NAWC s identity as a thought leader. Tints of palette colors may be used in designs, but should be limited to accents only. 10-100% 70% 70% 70% 50-100% 70% Paper and Reproduction The NAWC brand features a bright white uncoated stock that is FSC certified. Whenever possible collateral should be printed using Monadnock Astrolite Silk (in an appropriate weight) or a comparable FSC certified brand. The FSC logo should be featured on the printed piece if space allows. Printed Responsibly Graphic When there is no space for the FSC logo, or paper with recycled content is used that is not FSC certified, the printed responsibly graphic may be used. printed responsibly Your careful compliance with NAWC brand standards will help us reach our full potential as a dynamic brand and influential organization. We thank you for your care and support. For more information, please contact Jessica Knight, Director of Strategic Relations and Communications, at 202.349.7310 or jessica@nawc.com 2001 L Street, NW, Suite 850 Washington, DC 20036 t 202.833.8383 f 202.331.7442 www.nawc.org NAWC Brand Standards 2
Brand Standards NAWC Chapters PAC Photography Usage Guidelines
Photography Usage Guidelines The types of photography featured in materials created for the National Association of Water Companies must be consistent with the positioning of the organization while reflecting the best qualities of its members. Photography must show the important role that private water companies play in providing an essential resource to millions of people across the country. The NAWC and its members are helping to shape the future of water management, and photography should present a feeling of vital engagement and the creation of a better future. For example, workers photographed at a treatment plant should be engaged in work actively making a difference. Subject Matter Photography should reflect diversity of sex, race and age whenever possible. Subject matter may include: Customers of NAWC members enjoying the benefits of quality water and wastewater service Private water company workers at treatment facilities or providing service in communities Professionals consulting on environmental issues or photographed in natural landscapes Facilities that represent solutions or innovative technologies for the communities and people they were designed to serve Natural landscapes and resources managed by private water companies Large infrastructure investment projects in progress Professionals photographed may be looking at the camera or engaged in their work. Photo Releases Signed photo releases are required for any new photography created specifically for the NAWC. Photo release forms are available from the NAWC. NAWC Brand Standards 1
Photography Usage Guidelines Reproduction of Photos Photos can be featured in either full color or as duotones. Photos should not be featured in black & white unless the piece is being produced in black only. Duotones should be created using one of the approved palette colors and black. Improper Photo Usage Abstract photography of water should be used on a limited basis to add texture. They should only be used in conjunction with the examples of appropriate brand photography noted in the previous section. Image Resolution The information below is provided as a general guideline for the resolution required for photography in various types of reproduction. Be sure to match the resolution of your photography to the specific needs of your vendor for each project. Image Resolution Typical Usage 72 DPI Screen formats such as computers, TVs and PDAs 72 DPI Microsoft Word, PowerPoint 150 DPI Large Signage 300 DPI Printed Materials and Ads NAWC Brand Standards 2
Website Call-outs Images that are used for navigation buttons on the website should be created with a consistent design and type treatment. Button Design Dimensions Homepage: 287 pixels x 214 pixels Footer: 287 pixels x 215 pixels Secondary Page (left): 149 pixels x 218 pixels Secondary Page (right): 229 pixels x 224 pixels Your careful compliance with NAWC brand standards will help us reach our full potential as a dynamic brand and influential organization. We thank you for your care and support. For more information, please contact Jessica Knight, Director of Strategic Relations and Communications, at 202.349.7310 or jessica@nawc.com 2001 L Street, NW, Suite 850 Washington, DC 20036 t 202.833.8383 f 202.331.7442 www.nawc.org NAWC Brand Standards 3
Brand Standards NAWC Chapters PAC Type Usage Guidelines
Type Usage Guidelines The typefaces selected for the National Association of Water Companies brand support the positioning of the organization by presenting copy in a bold and contemporary feel. Accurate and consistent use of these typefaces in appropriate applications will help build equity in the brand. While many typefaces can appear similar, it s important that only the exact typefaces specified be used in NAWC materials. If you do not own the typefaces, materials may be purchased at www.fonts.com or other online vendors. Headlines and Call-outs Typeface Rockwell Bold Rockwell Bold is the typeface used in headlines and call-outs in all NAWC marketing materials, including the website. It features a bold and distinctive look that is consistent with the NAWC s positioning as a thought leader and powerful resource. Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 Subheads and Body Copy Typeface ITC Avant Garde Gothic This typeface was selected to complement Rockwell Bold in marketing materials. It features a sleek, contemporary look that is also highly readable.this typeface may be used for subheads and/or body copy. Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 NAWC Brand Standards 1
Type Usage Guidelines Body Copy Typeface Helvetica Neue Light This typeface can also be used in marketing materials that feature large amounts of copy. It should be used consistently and should not be combined with another typeface in the body copy. Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 A Note About Usage The typefaces noted above are to be used on the following types of materials: marketing collateral, advertisements, posters, PowerPoint presentations, and website graphics. The size of type will vary depending on its application. For example, headlines should be presented larger than subheads or body copy. Size of type will also vary depending on the size of the piece being created (i.e., a small space print ad vs. a full-page print ad.) For consistency, please refer to existing NAWC materials available for review at www.nawc.org. Correspondence Arial is a typeface that can be used for electronic and printed documents such as memos, press releases, white papers, etc. Use of this typeface is restricted to these applications and it should never be used in print advertising or collatoral. It is important that you do not condense or distort typefaces in any way. Your careful compliance with NAWC brand standards will help us reach our full potential as a dynamic brand and influential organization. We thank you for your care and support. For more information, please contact Jessica Knight, Director of Strategic Relations and Communications, at 202.349.7310 or jessica@nawc.com 2001 L Street, NW, Suite 850 Washington, DC 20036 t 202.833.8383 f 202.331.7442 www.nawc.org NAWC Brand Standards 2