American Water Works Association. Identity System GUIDEBOOK TOOLS TO KEEP YOU ON THE TRAIL. Version 4.

Transcription

1 American Water Works Association Identity System GUIDEBOOK TOOLS TO KEEP YOU ON THE TRAIL Version 4.0 January 6, 2017 AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY,

2 BRANDING What Is Branding, Anyway? In brief, branding refers to all of the elements that define the image, ethos, and tone or voice of our company and our products. Think about iconic branding elements like the CBS eye logo, * Nike s Just Do It slogan, ** or MasterCard s Priceless campaign. *** Hear or see those things and you ll instantly know what the brand is. Branding is what separates an organization from competitors, and reinforces the organization s value. Why Is Branding Important? But I m bored, everything looks the same. You are surrounded by our brand every day, but our audience is not. Consistent branding is key to an organization s success because it promotes recognition of the organization while building a distinct and valuable impression of security in people s minds. The brand is the face and personality of the organization; without it, no one will know who we are or why we matter. The power of the American Water Works Association s visual identity is critical to the institution s success in marketing and recruiting. What Are Style Guidelines? The style guidelines contain and prescribe the logo usage rules, typeface system, color palette, layout guidelines, and more. They exist so that you can create materials that will have a cohesive look and voice. The guidelines ensure consistency, clarity, and effectiveness, and apply to all visual communications, including: Publications and print materials (ads, posters, postcards, flyers) Web sites and other forms of electronic media, e.g. social media. PowerPoint presentations Signs Stationery * In use since 1951 ** In use since 1988 *** In use since AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY, 2017

3 THE AWWA LOGO Our logo comprises the AWWA logotype and the icon. The Registration Mark ( ) is also a logo component that appears in a relationship with the other elements. These elements are locked together and should never be separated. Several formats have been created to accommodate various size needs (see page 4). No other formats should be created. The logo components should never be rearranged or altered in any way (see page 7). Always use approved electronic logo artwork available for download from SharePoint at Icon Registration Mark Logo Logotype The AWWA icon may be used alone, without the logotype, as long as it is not meant to be the primary communicative logo in the application. It may be used as a secondary, stand-alone element in its application. That is, it should not be used in pattern treatments or combined with other typographic information that may be misconstrued as a logo treatment. AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY,

4 LOGO FORMATS To accommodate various size needs, four logo formats have been created. The guidelines on this spread show how each format is constructed. These are the only four formats allowed. No other format may be created without approval by AWWA Creative Services. Format A Preferred Format Format B Optional Format This format should be used when horizontal space is limited. Format C Optional Format This format should be used when vertical space is limited. Format D Member Signature The AWWA member logo format allows members to show their affiliation with AWWA without the threat of using the AWWA logo in a manner that might imply AWWA endorsement of a particular product or service offered by the member. 4 AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY, 2017

5 LOGO CLEAR AREA When applying the logo, it is important to leave a measured amount of clear space around the logo to maintain optimum legibility. The clear area is proportional, relative to the size of the logo, and is measured by the height of the icon (X). Always maintain a minimum of ½ X of breathing room around the logo. Keep this area clear of other elements such as text, rule lines, page edits, etc. More space is always preferred. This clear area standard applies to all logo formats. ½ X ½ X ½ X X ½ X AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY,

6 TAG LINE USE The approved tag line should appear with the primary logo application on all communication materials whenever space allows. Primary logo applications are those where the logo first appears as the main AWWA identification. Secondary applications of the logo (i.e., closing displays, back covers, etc.) are not required to appear with the tag line. In many cases, the tag line placement has already been included for you in layout templates (see pages 18 19). 6 AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY, 2017

7 LOGO MISUSE The AWWA logo is the most commonly used component of our identity system and therefore is the most vulnerable to misuse. Consistent and accurate presentation of the AWWA logo will reinforce awareness of our brand and ensure the legal protectability of our trademark is not compromised in any way. Do Not use the logo smaller than ¼. Do Not scan or allow poor quality reproduction Do Not separate the icon from the logotype to create patterns. Do Not allow the logo to become distorted due to improper scaling Do Not allow the logo to be reproduced in unapproved colors Do Not outline the logo Do Not alter the icon in any way Do Not transpose the approved color scheme Do Not violate the logo clear area with text, graphics, page edges, etc. American Water Works Association Do Not typeset the logotype AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY,

8 WAVE ELEMENT Wave Levels The wave must appear on all brand materials, no more than once per page. Any of the three levels of the wave can be used, however, if one of the levels is designated for a certain series of materials, it must be used consistently throughout that series. Ideal crop marks Wave Level One Ideal crop marks Wave Level Two Wave Level Three Ideal crop marks 8 AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY, 2017

9 WAVE GUIDELINES Wave Don ts Some examples of modifications to the wave element that are not allowed. Do Not use it vertically. Do Not change the colors. Do Not use the Level 0 crop only on a cover. Do Not add any additional curves. Do Not flip it. 1. The color, shape and orientation of the wave must stay consistent. There are exceptions to this rule: 1) The wave can be stretched horizontally up to 25% if necessary for wide applications. 2. The wave can crop into photos. 3. Any of the 3 levels of the wave can be used on covers of materials. They may also be used on interior pages. 4. The Level 0 crop of the wave may be used on interior pages, but never on a cover (see Postcard examples, Do Not cover more than 30% of it. Do Not stretch it vertically. Do Not stretch it horizontally more than 25%. Do Not crop it to where it has a different shape. page 20). AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY,

10 AWWA BOILERPLATE The AWWA boilerplate message is a general message describing who AWWA is and what we do. This message is optional, but most materials will need such a statement in order to educate audiences that are less familiar with us. The message can be at the close of the piece, or on the back as shown below. You may utilize the version that you feel is most appropriate for your publication s needs. 1. Dedicated to the world s most important resource, AWWA sets the standard for water knowledge, management and informed public policy. AWWA members provide solutions to improve public health, protect the environment, strengthen the economy and enhance our quality of life. 2. Dedicated to the world s most important resource, AWWA sets the standard for water knowledge, management, and informed public policy. 3. Established in 1881, the American Water Works Association is the largest nonprofit, scientific and educational association dedicated to managing and treating water, the world s most important resource. With approximately 50,000 members, AWWA provides solutions to improve public health, protect the environment, strengthen the economy and enhance our quality of life. Dedicated to the world s most important resource, AWWA sets the standard for water knowledge, management and informed public policy. AWWA members provide solutions to improve public health, protect the environment, strengthen the economy and enhance our quality of life. 8/10 Roboto Italic 10 AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY, 2017

11 AWWA AND SIGNATURE BLOCK Staff and Signature Block Styles There are specific guidelines for the creation of AWWA s. Please note the following guidelines listed below. Guidelines 1. background is set as white only; no color or graphics should appear in the background. 2. Body copy in s are Calibri (default) or Arial. No other fonts are used in body of Body copy in s should be either dark blue (default) or black. No other colors are to be used in body copy. 4. No use of signature graphics, banner graphics, logos or otherwise. Promos may accompany signature but must be text-only, and can include a text hyperlink. Signature Ann Nonamus Graphic Designer, American Water Works Association Direct Fax anonamus@awwa.org Ann Nonamus Graphic Designer and Production Editor American Water Works Association 6666 West Quincy Ave., Denver, CO Office Direct Fax Mobile anonamus@awwa.org Join AWWA in Boston for ACE14 Register Today! REQUIRED: First and last name Job title, full company name Direct, fax numbers address, company URL OPTIONAL: AWWA brand color choice on name Job title on one line Company address Office or mobile lines Campaign message URL in blue Reply Signature (optional) Ann Nonamus Graphic Designer, AWWA REQUIRED: First and last name, job title Company name (AWWA acronym acceptable) Direct phone number Ann Nonamus Graphic Designer and Production Editor American Water Works Association 6666 West Quincy Ave., Denver, CO Office Direct Fax Mobile anonamus@awwa.org Join AWWA in Boston for ACE14 Register Today! OPTIONAL: AWWA brand color choice on name Job title on one line Company address Office or mobile lines Campaign message URL in blue AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY,

12 COLOR PALETTE Brand Color Breakdowns: Primary Palette We have established an AWWA color palette for use on all brand materials including the web site. These colors help to distinguish the brand and build familiarity with our customers. Percentage tints can be used in any of these colors. Other colors may also be used where appropriate, with discretion. AWWA Blue AWWA Gray AWWA Charcoal AWWA Orange 4C Process C: 100 M: 10 Y: 0 K: 10 C: 0 M: 0 Y: 0 K: 60 C: 0 M: 0 Y: 0 K: 85 C: 5 M: 48 Y: 100 K: 0 RGB R: 0 G: 152 B: 215 R: 120 G: 123 B: 125 R: 80 G: 80 B: 80 R: 236 G: 147 B: 17 HEX #0097D6 #787A7C # #EC9211 Web: Background, all inline links, buttons Web: Secondary buttons, In-page navigation bar Web: Headlines, section & form headers 12 AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY, 2017

13 COLOR PALETTE Brand Color Breakdowns: Accent Palette The colors on this secondary palette can be used as accents when additional colors are required. They may be used to accentuate, but should not dominate, the primary palette. AWWA Yellow AWWA Green AWWA Purple AWWA Wave Blue AWWA Wave Navy 4C Process C: 0 M: 20 Y: 100 K: 0 C: 55 M: 0 Y: 100 K: 0 C: 55 M: 96 Y: 30 K: 0 C: 85 M: 0 Y: 0 K: 0 C: 95 M: 69 Y: 0 K: 0 RGB R: 255 G: 203 B: 5 R: 128 G: 195 B: 66 R: 139 G: 52 B: 117 R: 0 G: 182 B: 241 R: 1 G: 92 B: 171 HEX #FFCB05 #80C342 #8B3475 #00B6F1 #015CAB AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY,

14 TYPOGRAPHY GUIDELINES Typography We have established typography guidelines for AWWA. Having a consistent style for the typography helps to unify brand materials and helps build equity within the brand. If your software allows, make sure your kerning is set to Optical rather than Auto or Metrics. Headlines & Subheads, Print (Museo Slab Font Family) Primary for Headlines 100 abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Italic abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Italic abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Italic abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Italic abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Italic abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Italic abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Web Headlines & Subheads, and when Museo Slab is not available (Rockwell Font Family) Regular abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Italic abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Primary usage is ALL CAPS Bold abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Bold Italic abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY, 2017

15 TYPOGRAPHY GUIDELINES Typography (continued) We have established typography guidelines for AWWA. Having a consistent style for the typography helps to unify brand materials and helps build equity within the brand. If your software allows, make sure your kerning is set to Optical rather than Auto or Metrics. AWWA Gray and AWWA Charcoal should not be used when Roboto is sized below 18pt. Subheads & Body Copy (Roboto Font Family) Primary for Body Copy Thin abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Thin Italic abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Light abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Light Italic abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Regular abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Italic abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Medium abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Medium Italic abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Bold abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Bold Italic abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Black abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Black Italic abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Secondary option to be used minimally when space requires Condensed Light abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Condensed Light Italic abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Condensed Regular abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Condensed Italic abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Condensed Bold abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz Cond. Bold Italic abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz The Roboto typeface is available as a free, licensed download from If Roboto is not available and you cannot dowload/install fonts on your system, the Calibri family may be used as a substitute. AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY,

16 AWWA SIGNATURE PHOTOGRAPHY Photography should be vibrant, believable, and inspiring. Mood: Vibrant Crisp Clear Positive Fresh Strength Empowerment Dynamic Context: Relevant Real-life In-the-moment Relatable Credible Active Engaged 16 AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY, 2017

17 Identity System GUIDEBOOK TEMPLATES/SAMPLES TOOLS TO KEEP YOU ON THE TRAIL AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY,

18 AWWA TEMPLATES The following AWWA PowerPoint Templates are located on SharePoint at When working from SharePoint, be sure to select Edit in PowerPoint and not the Edit in Browser option. 18 AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY, 2017

19 AWWA TEMPLATES The following AWWA Word Templates are located on SharePoint at When working from SharePoint, be sure to select Edit in Word and not the Edit in Browser option. Fax Cover Memo NewsRelease 6666 West Quincy Avenue Denver, CO T D F West Quincy Avenue Denver, CO T D F West Quincy Avenue Denver, CO T D F Job Sheet For ProcureIT Use Only RPO Number: Date Entered: Licensee: AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY,

20 EXAMPLES Cover Designs The exampes below show the flexibility within the design system. Example of blue cover Example of wave not cropping into photos Example of wave cropping into photos 20 AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY, 2017

21 EXAMPLES Postcards Below are examples of postcard design: a vertical and a horizontal version. Level 0 Wave AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY,

22 WEB BANNER GUIDELINES Web Banners There are specific guidelines for the creation of AWWA Web banner ads. Please note the following guidelines listed below: Classification Title Headline Subhead Button External vs. Internal Usage Ads placed on external sites must include the American Water Works Association logo. External Usage Ads used internally (website, , etc.) do NOT include the logo if the American Water Works Association logo is already elsewhere on the page. Small Ads The icon can be used on small ads when space is limited. Internal Usage Small Ad 22 AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY, 2017

23 EXAMPLES Web Banners: Examples Below are some examples to give you an idea of the variations allowed within the design system. AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY,

24 EXAMPLES Homepage Slider (Rotator) Image corners are rounded automatically via current site scripting. Homepage slider with searchable content Homepage HOMEPAGE slider SLIDER full FULL image IMAGE only ONLY 24 AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY, 2017

25 EXAMPLES Landing Page Image Image corners are rounded automatically via current site scripting. Landing page hero with searchable content Landing page hero full image AMERICAN WATER WORKS ASSOCIATION IDENTITY SYSTEM GUIDEBOOK VERSION 4.0 JANUARY,

26 Identity System GUIDEBOOK HAPPY TRAILS TOOLS TO KEEP YOU ON THE TRAIL