Style guide www.nam.org
Logo Orientation The orientation of the Manufacturing Institute logo is shown below. The base line of the logo mark and typography should be aligned. The logo mark and typography should always be together. They should not be stacked. Unacceptable Forms of Logo Display The logo should never be incorporated into text or a headline. When it appears in text or a headline, it is always referred to as the Manufacturing Institute. The logo should never be altered by condensing or slanting. The logo should not be placed at an angle or vertically. It should be used horizontally. The only exception to this rule is if the logo appears on a piece designed to be read two ways, such as a kit folder where it is to be read one way on the cover and the other way on the tab. The logo mark should never be separated from the name unless approved, in advance, by the SVP of communications.
Clear Space The logo should always be surrounded by clear space. It should have as much space possible surrounding it. The clear space refers to the area around the logo that is void of any elements that disrupt the visibility of the logo. The minimum distance of this space consists of the height and width of the logomark. Size Vector EPS files have been provided so that the logo can be resized proportionally. The minimum horizontal length of the logo is 1¾. 1¾
Placement Within a Layout The logo must appear on all printed materials produced by or for the Manufacturing Institute. It must be placed where it becomes the final graphic element seen by the viewer, a sign-off of sorts. Usually, this means eitherthe bottom-right corner or the bottom-center of a page. 8½ x 17 conference brochure 18 x 24 poster
Color Usage The logo should always be shown in full color when on a white background. A grayscale version of the logo should only be used when color output is not possible (i.e. fax transmissions or photocopy). If a background color other than white is used, then use one of the two knock-out color variations provided below. For most background, use the full white logo (dia. 1). When the background color is PMS 309 or its color build, the colored logo mark and white logotype may be used (dia. 2). 549 (40%) 549 309 549 309 25% 50% 100% Black 50% 100% dia. 1 dia. 2 309 (75%) Text color is white when placed on the 309 background and not the standard 549.
Color Definitions The colors below should be used as the corporate color system and should not be altered in any way. Primary PMS CMYK RGB HEX # Dark Blue 309 C 100 M 0 Y 9 K 72 R 0 G 73 B 96 004960 * 75% Dark Blue 309 (75%) C 75 M 0 Y 7 K 54 R 0 G 107 B 131 006b83 Medium Blue 549 C 52 M 6 Y 1 K 25 R 86 G 155 B 188 569bbc Light Blue 549 (40%) C 21 M 2 Y 0 K 10 R 179 G 207 B 226 b3efe2 Secondary PMS CMYK RGB HEX # Red 1805 C 22 M 97 Y 89 K 13 R 175 G 40 B 46 af282e Light Red 1805 (50%) C 31 M 89 Y 100 K 38 R 124 G 42 B 23 7c2a17 Gray Cool Gray 9 C 56 M 47 Y 44 K 11 R 117 G 118 B 121 757679 Cream 406 C 19 M 18 Y 21 K 0 R 206 G 198 B 192 cec6c0 * Note: 75% of PMS 309 is only to be used for the N portion of the logo mark when the background color is PMS 309 or its color build. Please refer to diagram 2 on the previous page.
Font Usage The type family used for the Manufacturing Institute is Helvetica Neue. Below is a sample of the many fonts found in this typeface superfamily. Helvetica Neue Ultra Light Condensed Helvetica Neue Ultra Light Condensed Oblique Helvetica Neue Thin Condensed Helvetica Neue Thin Condensed Oblique Helvetica Neue Light Condensed Helvetica Neue Light Condensed Oblique Helvetica Neue Condensed Helvetica Neue Condensed Oblique Helvetica Neue Medium Condensed Helvetica Neue Medium Condensed Oblique Helvetica Neue Bold Condensed Helvetica Neue Bold Condensed Oblique Helvetica Neue Heavy Condensed Helvetica Neue Heavy Condensed Oblique Helvetica Neue Black Condensed Helvetica Neue Black Condensed Oblique Helvetica Neue Extra Black Condensed Helvetica Neue Extra Black Condensed Oblique Helvetica Neue Ultra Light Helvetica Neue Ultra Light Italic Helvetica Neue Light Helvetica Neue Light Italic Helvetica Neue Regular Helvetica Neue Regular 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 Helvetica Neue Ultra Light Extended Helvetica Neue Ultra Light Extended Oblique Helvetica Neue Light Extended Helvetica Neue Light Extended Oblique Helvetica Neue Medium Extended Helvetica Neue Medium Extended Oblique Helvetica Neue Heavy Extended Helvetica Neue Heavy Extended Oblique Helvetica Neue Black Extended Helvetica Neue Black Extended Oblique
Font Usage (cont.) If on a rare occasion the type family Helvetica Neue cannot be used, then Frutiger may be used in place. Below is an example of the typeface. Frutiger Light Condensed Frutiger Condensed Frutiger Bold Condensed Frutiger Black Condensed Frutiger Extra Black Condensed Frutiger Light Frutiger Light Italic Frutiger Roman Frutiger Italic Frutiger Bold Frutiger Bold Italic Frutiger Black Frutiger Black Italic Frutiger Ultra Black