PROUDLY SERVING THE WORLD WATER HUB.

Transcription

1 BRAND GUIDELINES

2 PROUDLY SERVING THE WORLD WATER HUB.

3 TABLE OF CONTENTS MANIFESTO... 4 PITCH... 5 BRAND IDENTITY... 6 COMPANY NAME... 7 LOGOS... 8 COLORS TYPE ICONS VISUAL STYLE WEBSITE CALL-TO-ACTION STYLES The Water Council: Brand Guidelines 3

4 It starts small. A group of voices asking what if? It s a drop in the bucket at first. But with persistence, the pool of askers grows. Soon, your pool is a current, pulling in more; A river of momentum pushing ideas forward. And the drop in the bucket? It s part of a movement now. Like a roaring wave, it can t be stopped. Challenges only make it more powerful. Your only choice is to keep moving, and growing, and asking, until the rush from it can t be ignored. Until finally, a breakthrough changes everything. That s how innovation flows. And it s happening in Milwaukee.

5 Headquartered in Milwaukee, Wisconsin, USA next to the world s largest freshwater system and home to one of the most influential freshwater technology hubs in the world, The Water Council (TWC) is recognized as a global center for advancing water technologies and stewardship. At its heart, TWC is a non-profit, membership organization that connects, convenes and showcases the hub comprised of more than 238 water technology businesses and the diverse water leadership network of 200 members it is linked to from around the world. While TWC s mission is centered on driving economic development, attracting and connecting worldclass talent and supporting water-focused technology innovation, its larger goal is to help secure freshwater resources for the world by driving solutions to the numerous industries that need and use a large amount of water. TWC achieves its goals through convening global water leaders and water-users, showcasing and supporting its members and offering more than a dozen initiatives designed to provide resources, programming and networking opportunities to businesses, engineers, entrepreneurs, utilities, government agencies, academia and NGOs. Established in 2009, the driving force behind The Water Council s success is the vibrant spirit of collaboration between public, private and academic sectors with a strong, shared commitment t to finding new solutions to critical global water challenges.

6 BRAND IDENTITY ASPIRATION Be the global center for advancing water technologies and stewardship to secure freshwater resources for the world. WHO WE ARE The Water Council is a non-profit organization dedicated to solving critical global water challenges by supporting innovation in freshwater technology and driving those new solutions to the industries that need them. VALUES Teamwork Delivering opportunities that make an impact Creativity and openness Commitment to building a better region PERSONALITY & TONE Optimistic Innovative Helpful Visionary Collaborative Bold TARGET MARKET PRIMARY MARKETS Water technology, water-intensive and water-related industries SECONDARY MARKETS Media, policymakers, academia, NGOs, utilities, talent / workforce The Water Council: Brand Guidelines 6

7 COMPANY NAME The following guidelines outline the proper use of The Water Council s name and how to properly refer to it in written form. The organization s name is The Water Council, which is how we should be named in outward-facing copy. EXAMPLE Learn more about The Water Council by contacting Meghan. Learn more about The Global Water Council by contacting Meghan. Names should be written exactly as-is, without any changes in capitalization, spacing or spelling. EXAMPLE Below is the invitation from The Water Council. Below is the invitation from the Water Council. Initiative names should be tied to The Water Council s parent name in the first mention in a written or verbal piece. EXAMPLE The Water Council s BREW Accelerator advances water technology innovation. The BREW Accelerator advances water technology innovation. The Water Council: Brand Guidelines 7

8 LOGO PRIMARY LOGO MONOCHROMATIC LOGOS For use only when on top of a colored background or photo, or for a one-color ink/imprint. The Water Council: Brand Guidelines 8

9 LOGO SPACING AND SIZING SPACING SIZING At all times, keep all other elements, logos, etc. a distance equal to (or greater than) half the height of TWC logo. 3/4 in Not intended for sizes less than ¾ inch high. Applied to all logos. DO S & DON TS (APPLIES TO ALL LOGOS) Do. Use only approved, unaltered logo artwork Do. Use this logo with appropriate space/padding around it and at the sizes seen above Do. Use logo at a smaller size than your own company/organization s logo when using them in correlation with each other Do. Use the appropriate color mode for web vs. print by using the RGB values for on-screen and web and the CMYK values for print Don t. Use this logo if you have not received written approval Don t. Rotate or turn this logo keep it at it s original orientation Don t. Change the color of this logo Don t. Make any changes or amendments to the shape or text of this logo Don t. Increase the size of this logo to a point where it appears pixelated or blurred Don t. Stretch, push, pull or squish this logo to other ratios/dimensions please scale this logo relative to its original aspect ratio The Water Council: Brand Guidelines 9

10 PROGRAM LOGOS INITIATIVE LOGOS The Water Council: Brand Guidelines 10

11 PROGRAM LOGOS INITIATIVE LOGOS 3/4 in min height Spacing of all other elements, logos, etc. should be equal to or greater than the distance from The Water Council text to the Brew Accelerator text. 3/4 in min height Spacing of all other elements, logos, etc. should be equal to or greater than the height of BREW. The Water Council: Brand Guidelines 11

12 PROGRAM LOGOS MEMBER LOGOS 3/4 in min height Spacing of all other elements, logos, etc. should be equal to or greater than the distance from The Water Council text to the Proud Member text. STUDENT CHAPTER LOGOS 3/4 in min height Spacing of all other elements, logos, etc. should be equal to or greater than the distance from the bottom of the CHAPTER text to the top of the edge of the circle. The Water Council: Brand Guidelines 12

13 COLORS PRIMARY COLORS C 40 R 99 C 88 R 0 M 30 G 102 M 39 G 103 COOL GRAY Y 20 B 106 TEAL Y 37 B 127 K 66 #63666a K 7 # PANTONE 10 C PANTONE 315 C C 100 R 0 C 83 R 0 M 53 G 76 M 1 G 169 DARK BLUE Y 2 B 151 BRIGHT BLUE Y 0 B 224 K 16 #004c97 K 0 #00a9e0 PANTONE 2945 C PANTONE 2995 C SECONDARY COLORS C 77 R 0 C 36 R 176 M 2 G 179 M 11 G 192 BRIGHT TEAL Y 52 B 152 CHARTREUSE Y 100 B 53 K 0 #00d398 K 0 #b0c035 PANTONE 3275 C PANTONE 382 C LIGHT GRAY C 5 R 238 M 4 G 238 Y 4 B 238 K 0 #eeeeee PANTONE 1 C Color Consistency It is vital that our brand colors look consistent across all media. When our brand colors are used on-screen they should visually match our printed colors as closely as possible. Use the RGB breakdown or Hex value indicated here for on-screen applications. The Water Council: Brand Guidelines 13

14 TYPE THE WATER COUNCIL LOGO Gill Sans Light THE WATER COUNCIL INITIATIVE LOGO Source Sans Pro Light The Water Council: Brand Guidelines 14

15 TYPE HEADINGS Lato Regular abcdefghijklmnopqrstuvwxyz BODY COPY (PRIMARY) Roboto Regular abcdefghijklmnopqrstuvwxyz BODY COPY (SECONDARY) Roboto Thin abcdefghijklmnopqrstuvwxyz Roboto Thin Italic abcdefghijklmnopqrstuvwxyz Roboto Light abcdefghijklmnopqrstuvwxyz Roboto Light Italic abcdefghijklmnopqrstuvwxyz Roboto Medium abcdefghijklmnopqrstuvwxyz Roboto Medium Italic abcdefghijklmnopqrstuvwxyz Roboto Bold abcdefghijklmnopqrstuvwxyz Roboto Bold Italic abcdefghijklmnopqrstuvwxyz Roboto Regular Italic abcdefghijklmnopqrstuvwxyz The Water Council: Brand Guidelines 15

16 ICONS The Water Council: Brand Guidelines 16

17 VISUAL STYLE GRAPHICS Calm tones of blues and grays make a neutral foundation for our graphics and type. PHOTOGRAPHY Photography shows real people in real situations and environments. It strikes a balance between water, innovation, collaboration and roots in Milwaukee. GRADIENT Image must be black and white before putting gradient over the top. The Water Council: Brand Guidelines 17

18 VISUAL STYLE PRINTING The sense of touch is one that we can tune out but can t turn off. With content overload, leveraging the sense of touch is a unique way to set us apart. Different types of papers, folds and textures should be used which will allow us to not overdesign. COLLATERAL Letterhead The Water Council: Brand Guidelines 18

19 WEBSITE CALL-TO-ACTION STYLES STYLE ONE For maximum readability on an image, this style should be used. Always appearing in white, while enclosing the action word and arrow in a box, will help differentiate the button from the image. STYLE TWO On roll-overs and other solid blocks of color the below arrow should be used, always in white. In this case, the copy above the arrow will encourage action. STYLE THREE When there is no background graphic and the call-to-action appears on a white background, or, at the end of a sentence that requires a link rather than the entire line, this style and color should be used. The library below can be used as needed, always using different action words on a page that lists more than one call-to-action. The Water Council: Brand Guidelines 19

20 WEBSITE CALL-TO-ACTION STYLES STYLE FOUR This button style is to be used only for form submissions. The button text should align to why the user is submitting information. If, for example, the form is requesting information to join a mailing list, the button might say Get Our Mail. SIDEBAR CALL OUT Use this widget to call out special items in the sidebar area. The headline and subhead should indicate why the reader should click on this link. Icon will appear to the left. CONTACT BOX Use the contact widget to uniformly and prominently display who should be contacted. Showing a photo or icon, name and title plus a clear contact call-to-action will help drive interactions with readers. The Water Council: Brand Guidelines 20

21 WEBSITE CALL-TO-ACTION STYLES IMAGE & ROLLOVERS All images and rollover treatments should be clickable and include the call-to-action statement displayed over it and visible immediately upon hover. FULL-WIDTH CALLS TO ACTION This is the primary type of call to action to be used in the site. The strategy is to interrupt the user s eye flow with a full-page width call to action. This type of CTA has three variants, shown here in the context of Become A Member. BECOME A MEMBER V.1 Two gray, one-pixel horizontal rules, one above and one below, contain all-capitol call to action statement and a call to action button type 1. All elements are horizontally center aligned. BECOME A MEMBER V.2 Two gray, one-pixel horizontal rules, one above and one below, contain an all-capitol call to action statement, a line of gray supporting text, and a call to action button type 1 always in that order of appearance. All elements are horizontally center aligned. BECOME A MEMBER V.3 Two gray, one-pixel horizontal rules, one above and one below, contain an all-capitol call to action statement, a call to action button type 1, and three visual supporting elements - always in that order of appearance. The strategy here is to support the call to action with three large visuals as content leaders. These content items should be carefully chosen to support the particular call to action. If for example, the CTA is to become a member, the supporting elements should point to content that would influence that decision. JOIN OUR MAILING LIST In the event that the call to action is for the user to fill out a short form, a drop-down div functionality will be used as shown. The form shall be self-validating and provide an in-line thank you message without page reload. The button action shall be tracked in Google and other analytics tools. The Water Council: Brand Guidelines 21

22 247 W. Freshwater Way #500 Milwaukee, WI USA thewatercouncil.com