Logo Usage Guidelines - Brand Standards NAWC Chapters PAC
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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 Horizontal
Preferred Format
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 .375"
“NAWC” (or NAWC box in the
case of the PAC logo) at a
minimum height of .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 ...alter the splash.
or condense type.
Remember...
Make sure the logo is readable over
background images.
The logo should not be placed over images,
artwork or backgrounds that negatively
...reproduce a 1-color logo in any color
affect legibility.
other than black and white.
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 ...alter the order of the
color than NAWC blue* NAWC blue gradients
Using the “Moving Water” Graphic as a Design Element
50%
The tint values pictured at right should be used when
featuring the “moving water” graphic in NAWC blue 70%
on a white or light colored background.
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:
MOVING WATER FORWARD
When used in Initial Caps the font used should be Rockwell Bold: 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 5Brand Standards
NAWC • Chapters • PAC
Color Usage GuidelinesColor 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 1Color 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 2Brand Standards
NAWC • Chapters • PAC
Photography Usage GuidelinesPhotography 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 1Photography 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 2Website 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 3Brand Standards
NAWC • Chapters • PAC
Type Usage GuidelinesType 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 1Type 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 2You can also read
