VISUAL IDENTITY GUIDELINES

Transcription

1 VISUAL IDENTITY GUIDELINES

2 Introduction The Water and Sanitation Program (WSP) created these visual identity guidelines to aid you in the production of WSP communication and knowledge management products and to support a cohesive, effective, recognizable, and consistent visual identity and image for WSP. The new design conveys our identity in a sophisticated, contemporary way and builds on the brand equity of our previous visual identity and corporate look. For a consistent regional and global identity, all WSP employees involved in creating, producing, or using our visual communication should adhere strictly to these guidelines. They provide specifications for use in internal, external, electronic, and print products. Use of effective and consistent communication tools is an investment in a future of relevancy and growth. High quality, technically sound products with a strong visual identity will support WSP value to the sector, our clients, our donors, and our partners. If you have any questions regarding WSP s visual identity, please contact Donna Vincent Roa, Sr. Global Communication Officer, at droa@worldbank.org or for more information.

3 Signature - The WSP Logo Preferred Signatures 3-Color Spot Signature Alternate Signatures -Color Spot Signature The WSP signature, which is our logo, is formed by the water symbol, the lowercase wsp mark, and the program name. Each signature component is critical and must maintain a consistent relationship to the other elements. Preferred Signatures: The signatures in the first column provide the fullest visual representation of WSP. CMYK Signature 1-Color Tint Signature Whenever possible, use the preferred signatures in your design applications. Alternate Signatures: If printing in full color is not feasible, the alternate signatures may be used. In most cases, you should try to avoid using the alternate signatures in your products. Mandatory: The WSP signature must always appear on a white background. If the WSP signature is to be placed on a color background, it must float on a white rectangle (see next page). RGB Signature Black Signature Note: Whether you are viewing this guide as a printout or on a computer monitor, the reproduction of the color is only a representation and does not match true color. When printing color, refer to the PANTONE Matching System (PMS) color guide for an exact spot color.

4 Signature Clear Space X equals height of symbol square. 3 x= To maintain its visual integrity, the logo should never appear to be crowded by other elements (e.g., text, titles, photos, or other logos). In most cases, allowing more clear space than the diagram shows will enhance the readability of the WSP signature. However, the minimum amount of clear space is shown in these examples. Mandatory: When used against a color background, the signature must float on a white rectangle that has the same proportion as the clear space (see example). Minimum clear space is 1/X all around. When logo is unavoidably on a background color, use a white box under the signature equal to the clear space.

5 Signature Clear Space X equals height of symbol square. x= 4 The WSP logos on the previous page represent the preferred use of our logo. However, in some circumstances, a different version of the WSP logo may be needed. This alternate version provides designers with the option to present the WSP logo in a vertical format. Minimum clear space is 1/X all around. Mandatory: When used against a color background, the signature must float on a white rectangle that has the same proportion as the clear space (see example). When logo is unavoidably on a background color, use a white box under the signature equal to the clear space.

6 Color Palette and Specifications Signature Palette PANTONE** CMYK RGB WSP Slate 5615 C-39 M-0 Y-44 K-64 R-9 G-11 B-94 WSP Blue 63 C-9 M-0 Y-15 K-5 R-0 G-158 B WSP Green 7489 C-60 M-0 Y-80 K-7 R-107 G-171 B-77 Color often speaks louder than words. WSP derived this vibrant and inviting color palette from earth elements and earth colors (e.g., water, sanitation, clouds, oceans, plants, fruits, weather, sewerage). WSP staff named the colors in the 003 WSP Color Naming Contest. Signature Palette: The first three colors in the list represent WSP s signature colors and are the colors used in the WSP logo. They create the most visible representation of our brand. The WSP corporate products will feature these signature colors. Applications Palette: This palette complements, diversifies, and enhances our signature palette. Your product design should be built using one or two main colors from the applications palette and one color from the accent palette. Accent Palette: These two colors are for accent elements of a document (e.g., bullets, page numbers, table headings, shadings, etc.). Neither of these should be used as the main color of a document. Mandatory: All WSP products should be based on colors from this list. Applications Palette Clean River Blue 315 C-100 M-0 Y-1 K-43 R-0 G-105 B-1 Ocean Blue 746 C-100 M-50 Y-0 K-10 R-13 G-9 B-145 Cape Cod Sand 7503 C-0 M-1 Y-35 K-5 R-171 G-158 B-110 Limelight 390 C- M-0 Y-100 K-8 R-181 G-186 B-5 Decentralization Fog 754 C-10 M-0 Y-3 K-16 R-176 G-191 B-191 Green Tea 749 C-1 M-0 Y-50 K-7 R-194 G-07 B-133 Saskatchewan Wheat 458 C-10 M-10 Y-73 K-0 R-17 G-04 B-97 Pacific Blue 7468 C-100 M-10 Y-0 K-8 R-0 G-10 B-156 Piers Green 7494 C-5 M-0 Y-40 K-15 R-158 G-179 B-135 Storm 5483 C-6 M-0 Y-1 K-31 R-89 G-143 B-148 Accent Palette Code Orange Orange* 7413 C-0 M-53 Y-100 K-4 R-1 G-15 B-3 Dark Stool* 181 C-0 M-74 Y-100 K-47 R-10 G-41 B-8 Note: Whether you are viewing this guide as a printout or on a computer monitor, the reproduction of the color is only a representation and does not match true color. When printing color, refer to the PANTONE Matching System (PMS) color guide for an exact spot color. *Do not screen back these colors. Use at 100% value. ** PANTONE is a registered trademark of Pantone, Inc.

7 Typeface Palette Helvetica Neue Family Helvetica Neue Ultra Light 6 Helvetica Neue Ultra Light Italic Typography is a subtle yet crucial part of our visual identity. Like our signature and our color palette, typography strengthens our overall visual identity. Helvetica Neue: The Helvetica Neue typeface supports our visual identity and is clean, highly readable, and distinctive. Helvetica Neue is a sans serif font (a typeface without serifs the fine lines finishing off the main strokes of a letter. T = without serif. T = with serif). This font is ideal for headlines and body copy. The variety of weights, ranging from ultra light to roman to black, provide great design flexibility. Mandatory: Helvetica Neue is our signature typeface and should be used in all WSP products. The only exceptions to this rule are the WSP MSWord templates (e.g., letter, fax, news release, and executive summary). The recommended typeface for these documents is Arial, which is also a clean, sans serif font. Helvetica Neue Thin Helvetica Neue Thin Italic Helvetica Neue Light Helvetica Neue Light Italic Helvetica Neue Roman Helvetica Neue Roman Italic Helvetica Neue Medium Helvetica Neue Medium Italic Helvetica Neue Bold Helvetica Neue Bold Italic Helvetica Neue Heavy Helvetica Neue Heavy Italic Helvetica Neue Black Helvetica Neue Black Italic

8 Business Card Design Preferred Version 7 The new WSP business card was created after extensive consultations with WSP staff, clients, donors, and other key WSP constituencies. The main objectives of the card are to provide staff contact information, to explain to recipients what WSP does, and to answer in a few words our operating relationship with The World Bank H Street, N.W. Washington, D.C Donna Vincent Roa Senior Global Communication Officer Tel +1 (0) Fax +1 (0) droa@worldbank.org Website An international partnership for improving sector policies, practices, and capacities to serve poor people Administered by the World Bank The business card design showcases the refreshed WSP logo, reflects the new WSP visual identity, maintains the sophisticated simplicity that we strive to achieve in all of our products, and adequately facilitates co-branding with The World Bank. Alternate Version The World Bank logo on the WSP business card meets the size, branding, and placement rules and requirements set forth by The World Bank. For example, the text next to The World Bank logo is in consistent proportion with the logo. Mandatory: This design should be used for all WSP staff business cards. No other variation is acceptable H Street, N.W. Washington, D.C Voice +1 (0) Fax +1 (0) droa@worldbank.org Website Donna Vincent Roa Senior Global Communication Officer An international partnership for improving sector policies, practices, and capacities to serve poor people Administered by the World Bank Paper: Matte or dull finish; 100# cover stock. Note: Whether you are viewing this guide as a printout or on a computer monitor, the reproduction of the color is only a representation and does not match true color. When printing color, refer to the PANTONE Matching System (PMS) color guide for an exact spot color.

9 Secondary Graphics Liquid Graphics 8 The core visual elements of the WSP brand can be extended and supported by using secondary signature graphics. When used sparingly, these secondary graphic tools support and enhance the primary visual elements of the WSP brand. Ripple Stream Liquid Graphics: Liquid graphics are white line art which can be layered on a WSP color or photo and is available as a unit and a pattern. The line weight of the art should always be.5 pt. If the art is enlarged or reduced in QuarkXPress or any other application, the native illustrator file should be adjusted. Flow Bubble In most cases, all corporate publications generated by WSP headquarters will use the ripple pattern as a secondary signature graphic. Regions may use any of the patterns presented here. Drop Current

10 subsidy tariff below costs uniform cost-reflective tariff 1 Foot note text goes here. Use maximum 3 lines. Natus error sit voluptatem accusantium doloremque laudantium eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt exp. Foot note natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. subsidy The findings, interpretations, and conclusions expressed are entirely those of the author and should not be attributed in any manner to the World Bank, to its affiliated organizations, or to members of its Board of Executive Directors or the companies they represent. Cover Photo by Occa Culpa Created by Lorem Ipsum Printed at Lorem Ipsum Press Field Notes Design Front Cover Back Cover The Water and Sanitation Program is an international partnership for improving water and sanitation sector policies, practices, and capacities to serve poor people September 003 Field Notes South Asia 55 Lodi Estate New Delhi India 9 Sub-Head Goes Here Title of This Issue Goes Here Title of This Issue ABOUT THE SERIES: WSP Field Notes describe and analyze projects and activities in water and sanitation that provide lessons for sector leaders, administrators, and individuals tackling the water and sanitation Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. The Field Notes series is an essential communication vehicle for WSP field staff to report results, findings, lessons, and achievements of field projects and activities. The design of the field note effectively combines all of our graphic identity tools color, photos, type, and secondary graphics. Intro Sub-Head Goes Here on One Line Sentence or two introduction to topic goes here. Use 1-3 lines. Sentence or two introduction to topic goes here. Use 1-3 lines. Sentence or two introduction to topic goes here. Use 1-3 lines. areas. The criteria for selection Ut enim ad minima veniam, quis nostrum of stories included in this series exercitationem ullam corporis suscipit are large scale impact, demonstrable sustainability, good cost consequatur? 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Phone: (91-11) , Fax: (91-11) wspsa@worldbank.org Web site: challenges in urban and rural August 00 WSP MISSION: To help the poor gain sustained access to improved water and sanitation services. WSP FUNDING PARTNERS: The Governments of Australia, Belgium, Canada, Denmark, Germany, Italy, Japan, Luxembourg, the Netherlands, Norway, Sweden, Switzerland, and the United Kingdom, the United Nations Development Programme, and The World Bank. ACKNOWLEDGEMENTS: Tulla pariatur? At ivero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias exceptur. In Collaboration with the Islamic Republic of Mauritania, Ministry of Hydraulics and Energy, and The World Bank. PREPARED BY: Lorem Ipsum Dolor Cola Nota Soeifa Template: The exhibits to the right show the design of the WSP field note. For maximum visual clarity, the layout uses white space around headlines, photos, and diagrams. Inside Spread When creating your field note, provide this template to the design agency to ensure that your field note meets the WSP standards. Pull-out copy or quote goes here. Use 1-5 lines. Make it a color with enough Repeat Title of Publication Here contrast with the background tint box. Pull-out copy or quote goes here. Use 1-5 lines. Make it a color with enough contrast with the background tint box. Note the use of the pull-out copy at top of left-hand page of the inside spread for visual interest and how it provides a quick read of important information. This field note uses Green Tea (PMS 749) as the lead color and WSP Slate (PMS 5615) and Storm (PMS 5483) as secondary colors. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed cia deserunt mollitia animi, id est laborum provident, similique sunt in culpa qui offi- Analysis quia consequuntur magni dolores eos qui et dolorum fuga. 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Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu Lorem ipsum dolor sit amet, consectetaur Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nos- ratione voluptatem sequi nesciunt. quia consequuntur magni dolores eos qui Neque KEY FINDINGS: Sed quia consequuntur mgnid dolores eos qui ratione voluptam sequi nesciunt. Neque porro quisquam est. Dolorem ipsum quia dolorerw sitwq amet, consectetur, adipisci velit, sed quia non numquameius modi temporadd srrotoi. Incidunt ut labore et dolore magnam aliquam quaerat volup tatem. Ut enim ad minimaeniam. Nostrum exercita tionemui ullayre corporis suscipit labsaw oriosam, nisi ut aliquid ex eaodi consequatur? Quis autem vel eum iureheo wnderit qui in ea voluptat vesait trud exercitation ullamco laboris nisi ut porro quisquam est, qui dolorem ipsum esse quam nihil molestiae cow The WSP field note template in QuarkXpress 4.11 is provided on the accompanying CD-ROM. Paper: Matte or dull finish; 100# text stock. Figure 1: Adipiscing eli Sed diam nonummy nibh euismod tincidunt ut laoreet (a) Supply Side (a) Demand Side Rich Consumers Company Consumers Company Poor Consumers Government Government aliquip ex ea commodo consequat. quia dolor sit amet, consectetur, adipisci nsequatur, veltrwi illum qui resae velit, sed quia non numquam eius modi lore m eum fugiat quo vpwe etas Qui Dolorem Ipsum quia Dolor sit tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut nulla pariatur? 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11 The Water and Sanitation Program is an international partnership for improving water and sanitation sector policies, practices, and capacities to serve poor people General Use Brochure Design Front Cover 10 Lorem Dolore Consectetuer Sit? The general use brochure design was created to support a visual standard for WSP field-generated brochures developed for special events, learning workshops, global conferences, World Bank meetings, etc. Nonummy nibh euismod tincidunt ut laet dolore consectetuer adipiscing elit, sedop diam nonumm ibhuaejrpe euis dolore magna. Customization: The brochure can be customized by varying the application palette colors. Each brochure that you create can also be customized with different photos that represent the work from your region. This example uses a 50% tint of WSP Clean River Blue (PMS 315) as the lead color. Inside Spread wsp water and sanitation program Paper: Matte or dull finish; 100# text stock. General Paper Recommendations: All WSP printed products should be produced on matte or dull finish paper stock. The one exception to this is WSP letterhead. This product and envelopes should be produced on standard 4# white woven stock. Studies, manuals, and annual reports should be printed on matte or dull finish stock. Inside pages - 70# text stock. Outside - 80# cover stock. Sed Diam Nonummy Reu. Aiquam erat Opa volutpat. Lorem ryu ipsum dolor sit amet, consectetuerw aermo. Adipiscing elit, sed diam eio jwoepa nonummy nibh euismod tincidunre laoreet dolore magna. aliquam eratas volutpat. Adipiscing elit, sed diamda nonummy. Aiquam erat Opa volutpat. Lorem ryu ipsum dolor sit amet, consectetuerw aermo. Adipiscing elit, sed diam eio nonummy nibh euismod tincidunre laoreet dolore magna aliquam eratas volutpat. Adipiscing elit, sed diamda nonummy volutpat. Lorem ipsumer dolor sit amet, consectetuerawe. Dolore magna aliquam Adipiscing elit, sed diam nonummy magna aliquam erat volutpat. Lorem ipsum dolor sit phute vamet, eruaea consectetuer adipiscing elit, sedrid diamonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam volutpat. Lorem ipsum dolor sit amet, amet,nonummy magna aliquam erat consectetuer adipiscing elit, sed diam nonummy magna aliquam erat. Losum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet ajo dolore magna aliquam erat volutpat. Nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat orem ipsum dolor sit amet. Nibh euismod ertaa tincidunt ut laoreet dolore maaliquar erat olutpat. Nibh euismod ertaa tincidunt ut laoreet dolore maaliquar erat volutpat. Lorem ipsuma dolor sit amet, consectetuer fetua aereryuiaas adipiscing elit, sed diam nonummyw magna aliquam erat volutpat. Lorem ipsum dolor sit amet, conse ctetr abw adipiscing elit, sed diam nonum nibh euismod tincidunt utas laoreet doloreas magna aliquam erat volut aoepepat. Dolore magna aliquam Consectetuer adipiscing elit, sed dia nonummy magna aliquam erat ruiwe volutpat. Lorem ipsum dolor sit amet, consec tetuer adipiscing elit, sedawa diam nonummy. Nibh euismod ertaa tincidunt ut laoreet dolore maaliquar erat volutpat. Lorem ipsuma dolor sit amet, consectetuer fetua aereryuiaas adipiscing elit, sed diam nonummyw magna aliquam erat volutpat. Lorem ipsum dolor sit amet, conse ctetr abw adipiscing elit, sed diam nonum nibh euismod tincidunt utas laoreet doloreas.

12 PowerPoint TM Design Title Page Typical Text Page Title of Presentation Place, Date, Year 11 Making the Most of Content by Repurposing Importance for effective knowledge management ν ν ν Goals drive channel selection Set channel targets early Choose channels unique to your organization, immediate goal, and audience Microsoft PowerPoint is an important presentation tool for WSP staff. A template has been created for your internal and external presentations. Donna Vincent Roa Sr. Global Communication Officer Water and Sanitation Program August 5th 003 ν ν Create awareness and buy-in for the program Share details about channels and target publications the Product Plan This PowerPoint design is an essential part of the WSP visual identity. It is important that you follow the prescribed template for maximum effectiveness. This template has been carefully designed to reinforce and be consistent with all of the WSP visual communication products. Customization: The template can be customized by adding photographs, figures, tables, illustrations, etc. New Section or Chapter Page Page with Chart Example Mandatory: All WSP PowerPoint presentations should be based on this template. Doing so will strengthen our new visual identity among a large number of WSP stakeholders. Section 5 Leading The Way Title of Presentation Place, Date, Year Path Sample Field Note First Use Title of Presentation Place, Date, Year Print 1000 Copies Short Feature Story Web Whats New Best Practice Summary Database With Rotating Stories 4 3