Consortium for Ocean Leadership Style Guideoceanleadership.org/wp-content/uploads/2017/12/Ocean... · 2020. 4. 28. · brand. Branding positions companies, services and products to

December 2007 DRAFT

Consortium for Ocean Leadership Style GuideConsortium for Ocean Leadership Style Guide

December 2007 DRAFT

Consortium for Ocean Leadership Style Guide

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Consistency in communications is important as it helps establish and reinforce an organization’s brand. Branding positions companies, services and products to the public. Built through consistency in message, look and style, effective brands communicate meaning and inspire action.

This Style Guide was developed to assist the Consortium for Ocean Leadership in building its new brand through consistency in communications. It provides general guidance to staff, members, partners and vendors not only on how to use the Ocean Leadership graphic elements, but also how to write and talk about the new organization in marketing and promotional efforts.

Just like the brand, a style guide is a living document; as the brand develops, so, too, will this Style Guide.

Anyone using the Consortium for Ocean Leadership name, logo or description in materials should follow the guidelines described in this document. Please direct any specific questions concerning the information contained in the Style Guide to:

Kristin MellonCommunications AssociateConsortium for Ocean Leadership1201 New York Avenue, NW • 4th FloorWashington, DC [email protected]

Jason MallettGraphic Design ManagerConsortium for Ocean Leadership1201 New York Avenue, NW • 4th FloorWashington, DC [email protected]

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Contents

ocean Leadership Logo1.1 Introduction to Ocean Leadership Logo1.2 Elements of the Logo1.3 Size Applications1.4 Clear Space1.5 Incorrect Uses

Logo Applications2.1 Stationery Suite and Elements

typography3.1 Typography Introduction3.2 Primary Typefaces3.3 Secondary Typefaces

ocean Leadership seal4.1 Color Applications4.2 Introduction to Ocean Leadership Seal4.3 Size Applications4.4 Clear Space

ocean Leadership Programs5.1 New Logo Creation5.2 Using Ocean Leadership’s Seal

ocean Leadership Colors6.1 Primary Color Palette6.2 Secondary Color Palette6.3 Ocean Discovery Palette6.4 Ocean Understanding Palette6.5 Ocean Action Palette6.6 Black and White and One-Color Treatments

ocean Leadership editorial style7.1 Tagline, Abbreviations and Other

Style Considerations7.2 Mission, Vision and Description

Access to Artwork

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oCeAn LeAdershiP Logo

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1.1 introduCtion to the oCeAn LeAdershiP Logo

The Consortium for Ocean Leadership is the result of a merger between two well-established and respected oceanographic non-profits (the Consortium for Oceanographic Research and Education and the Joint Oceanographic Institutions). It is important that the logo of the new Consortium contain elements of the predecessor organizations to carry over the reputation and expertise these names invoke.

The Ocean Leadership logo is comprised of two main parts that work together to convey Ocean Leadership. The two parts are the graphic “arch, dome, crest and wave” on the top, and the Ocean Leadership “text treatment” on the bottom. Only these parts in combination are referred to as the Ocean Leadership logo.

The logo may or may not be accompanied by a third element — the tagline — as shown to the right. This will be described in more detail in section 7 of this Style Guide.

The logo is designed to visually portray Ocean Leadership’s contributions within the community. Here, each color represents a division of Ocean Leadership’s work: discovery, understanding and action.

“dome, arch, crest and wave”

“text treatment”

“tagline”


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1.2 eLeMents oF the Logo

The Ocean Leadership logo will be the most commonly used and recognized element of the Consortium for Ocean Leadership’s brand. As such it should appear prominently on all Consortium for Ocean Leadership materials. The Ocean Leadership logo is made up of three primary visual elements that together communicate the organization’s mission of discovery, understanding and action. Each is color-coded to match its counterpart within the tagline. 1. The deep blue dome and arch at the top of the logo

represent Understanding, as well as education. The more people know about the ocean and its science, the more they will support research and exploration.

2. At the center of the logo is the teal green crest, which

represents Action. It invites people to get involved, to be at the center of activity. Accordingly, this symbol is illustrated as the most active part of the wave.

3. Finally, the bright blue wave represents Discovery. Its

position at the bottom of the logo conveys the depth of the organization and communicates that there is much more beneath the surface. It invites exploration.

dome arch

crest

wave

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1.3 siZe APPLiCAtions

The Ocean Leadership logo may be resized, but must maintain the same proportions as the original file. Do not stretch or squeeze the logo either vertically or horizontally. Remember to hold down the SHIFT key when re-sizing the logo to maintain the accurate proportion.

In order to maintain the clarity and integrity of the Ocean Leadership logo without the tagline, the logo should never be larger than 24 inches wide or be smaller than 1 inch wide. Relative measurements are shown here in both inches and picas. 5.00”

30p0

2.50”15p0

1.00”6p0

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1.4 CLeAr sPACe

Imagine an invisible frame around the logo that is .25 inch wide. No other type, graphic or color should enter that space (except for the tagline in the tagline version of the logo). This “clear space” helps the logo stand out no matter how it is being used.


.25 inch

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1.5 inCorreCt uses

The logo shall not be altered, cut apart or separated in any way (unless authorized by the brand manager, under rare circumstances).

Do not stretch or squeeze the logo.

Do not place a drop shadow behind the logo, outline it or combine it with any other graphic element. Also, avoid placing the logo on busy, patterned backgrounds or over a busy photograph.

To the right are some examples of how the Ocean Leadership logo should not be used.


do not stretCh Logo do not sQueeZe Logo

do not outLine Logo do not use A droP shAdoW

do not Put oVer A BusY PAttern

do not sWitCh CoLors

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oCeAn LeAdershiP Logo APPLiCAtions

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oCeAn LeAdershiP Logo APPLiCAtions

2.1 stAtionerY suite And eLeMents

The Ocean Leadership stationery suite consists of letterhead, notepads, business cards, envelopes and other items like notecards. In all of these executions, the “curved corner” element can be found.

The curved corner is part of the Ocean Leadership brand and should be repeated in materials like reports, brochures and other collateral materials.

For direction on how to use the curved corner, please contact the brand manager.

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oCeAn LeAdershiP tYPogrAPhY

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AriAL (normal)28%em leading

rooMY (Bold)

AriAL (Bold)

3.1 tYPogrAPhiC integritY

Using the same typefaces in all Consortium for Ocean Leadership materials is an important way to maintain consistency for the brand. The goal is for all publications to be easily recognizable as representing the Consortium for Ocean Leadership or its programs. To achieve this, use only the approved Consortium for Ocean Leadership typefaces for the majority of Ocean Leadership publications.

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3.2 PriMArY tYPeFACes

The Ocean Leadership logo uses Roomy and Arial as its primary typefaces.

Because Roomy is not a standard font, it should only be used in the creation of program logos (see page 21). Therefore, the Primary typefaces for general use — such as correspondence — are the Arial and Times New Roman families.

ArialABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

RoomyABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

For designers only- When Roomy is unavailable, substitute with Times New Roman:

Times New RomanABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890


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3.3 seCondArY tYPeFACes

Ocean Leadership uses Franklin Gothic Book, Medium, and Medium Condensed, as well as Chelsey, as secondary typefaces.

These typefaces should be used sparingly and only in headlines, ad copy or other collateral materials.

Other typefaces may be used with permission from the brand manager.


Franklin Gothic BookABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Franklin Gothic MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Franklin Gothic Medium CondensedABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

ChelseyABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

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oCeAn LeAdershiP seAL

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4.1 CoLor APPLiCAtions

BLACk And White

one CoLor(PAntone 295)

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4.2 introduCtion to oCeAn LeAdershiP seAL

Since many of the Ocean Leadership programs have logos, a seal was needed to co-brand each of them with the larger Ocean Leadership organization. The Ocean Leadership seal conveys professionalism and trust, providing additional credibility for its programs.

The seal has interchangeable text in order to demonstrate the relationship between Ocean Leadership and the program, member or initiative. For example, the seal could read “A Consortium for Ocean Leadership Member,” “A Consortium for Ocean Leadership Program” or “A Consortium for Ocean Leadership Initiative.”

The seal can be used interchangeably with the Ocean Leadership logo on materials developed by Ocean Leadership programs. The Ocean Leadership logo is always preferred on general Ocean Leadership materials.

If placing the seal is not an option because of design restrictions or size, an acceptable alternative is to include text that states one of the following:

A Consortium for Ocean Leadership Member*A Consortium for Ocean Leadership ProgramA Consortium for Ocean Leadership Initiative

* Members are not obligated to use the Ocean Leadership seal.

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4.3 siZe APPLiCAtions

The Ocean Leadership seal may be resized, but must maintain the same proportions as the original file. Do not stretch or squeeze the seal either vertically or horizontally. Remember to hold down the SHIFT key when re-sizing the seal.

In order to maintain the clarity and integrity of the Ocean Leadership seal, the logo should never exceed 24 inches wide or be smaller than .75 inches wide. Relative measurements shown here are in both inches and picas.


2.50”15p0

.75”4p6

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4.4 CLeAr sPACe

As with the Ocean Leadership logo, imagine an invisible frame around the Ocean Leadership seal that is .25 inch wide. No other type, graphic or color should enter that space. This “clear space” helps the seal stand out no matter how it is being used.


.25 inch

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oCeAn LeAdershiP ProgrAMs

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5.1 neW Logo CreAtion

In order to ensure that new programs reinforce the Ocean Leadership brand, elements of the Ocean Leadership logo must be used.

For example, programs may remove parts from the Ocean Leadership logo and arrange them appropriately in a new fashion.

Keeping pieces or a piece (dome, arch, crest or wave) of the logo is preferred for program logos. See sample one.

Programs can also maintain the same typeface and text treatment as the Ocean Leadership logo. (See typefaces on page 13.)

Using the type to create alignment similar to the combination in the Ocean Leadership logo is preferred. The Ocean Leadership logo aligns the second word with the top of the “x-height.” See sample two.

oCeAn LeAdershiP ProgrAMs

Sample One

Sample Two

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oCeAn LeAdershiP CoLors

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6.1 PriMArY CoLor PALette

The Ocean Leadership primary color palette is made up of three Pantone Matching System (PMS) colors: 312, 295 and 569. These colors are the only colors that may be used in the Ocean Leadership Logo.

When specifying the primary colors for use on coated or uncoated paper stock, the color values shown at right should be used.

CMYK, RGB and Hex values have been assigned to each color for situations where PMS colors cannot be applied.

In order to maintain the integrity of the original color value across different reproduction techniques, some colors in the Pantone system require the use of custom color “build values” when converted to CMYK or RGB colors.

The color swatches reproduced here are for illustrative purposes only and should not be used in place of calibrated color sources, such as a swatchbook.


PAntone 312

Process Color (CMYk)C-90 | M-0 | Y-11 | k-0

screen Color (rgB)r-0 | g-167 | B-212

Web Color (heX)00A7d4

PAntone 295



Web Color (heX)002d62

PAntone 569



Web Color (heX)008478

Pantone 295

Pantone 312

Pantone 569

Pantone 569

Pantone 295

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PAntone 1375



Web Color (heX)FF9A00

PAntone 382



Web Color (heX)B9d300

PAntone Cool grey 5



Web Color (heX)B2B3B5

6.2 seCondArY CoLor PALette

A palette of secondary colors has been selected for use on Ocean Leadership marketing materials. These colors complement the logo colors and should be used sparingly in materials to emphasize information and add accent when needed. These colors are not for program use.

Vector files may be scaled up or down; TIFF or JPG files should only be reduced or used at the original size — they should never be enlarged.

PAntone 7427



Web Color (heX)9d102d

PAntone 519



Web Color (heX)592d5F


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6.3 oCeAn disCoVerY PALette

To give programs some variance from the Ocean Leadership brand colors, a color palette for all programs under Ocean Discovery has been selected. Programs may use only the following colors, with the primary Discovery color being Pantone 312.

Pantone 2756 is exclusive to Discovery programs and should be used as a primary color.

In addition to the five colors shown here, each program has selected an accent color.

PAntone 312




PAntone 2756




PAntone 382



Web Color (heX)B9d300

PAntone 295




PAntone 569




Unique Program Accent Color

See Brand Manager


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6.4 oCeAn understAnding PALette

To give programs some variance from the Ocean Leadership brand colors, a color palette for all programs under Ocean Understanding has been selected. Programs may use only the following colors, with the primary Understanding color being Pantone 295.

Pantone 346 is exclusive to Understanding programs and should be used as a primary color.

In addition to the five colors shown here, each program has selected an accent color.

PAntone 312




PAntone 346



Web Color (heX)5eC998

PAntone 295




PAntone 569




PAntone 1375



Web Color (heX)FF9A00


Unique Program Accent Color

See Brand Manager

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6.5 oCeAn ACtion PALette

To give programs some variance from the Ocean Leadership brand colors, a color palette for all programs under Ocean Action has been selected. Programs may use only the following colors, with the primary Action color being Pantone 569.

Pantone 5265 is exclusive to Action programs and should be used as a primary color.

In addition to the five colors shown here, Action programs should use the secondary palette of Ocean Leadership colors (page 24) for accent purposes.

PAntone 5265



PAntone Cool grey 5



Web Color (heX)B2B3B5


PAntone 312




PAntone 295




PAntone 569




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6.6 BLACk And White And one-CoLor Logo treAtMents

The Ocean Leadership logo is provided in the approved black and white and one-color treatments shown at right.

This color treatment is only for use when the Ocean Leadership logo cannot be reproduced in full color.

BLACk And White

one-CoLor (PAntone 295)

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oCeAn LeAdershiP editoriAL stYLe

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7.1 tAgLine And Writing stYLe

tAgLine

Taglines are words and phrases (i.e., slogans) used to communicate meaning about a brand. The Consortium for Ocean Leadership’s tag-line is:

discovery • understanding • Action

This tagline may be used in text alone, or it may accompany the Consortium for Ocean Leadership logo.

Temporary taglines may be used, but only when they are tied to a special event, have specific start and expiration dates, and are used in conjunction with a special event logo. If these conditions do not apply, a temporary tagline should be avoided.


Writing stYLe

In general, Ocean Leadership follows the Associated Press editorial style (www.apstylebook.com). As with most organizations, however, Ocean Leadership observes certain “house style” standards (see below for examples).

ABBreViAtions

Acronyms such as “COL” or “OL” should not be used to represent the Consortium for Ocean Leadership. When a shortened version of the Consortium for Ocean Leadership is needed, only “Ocean Leadership” may be used. This abbreviation helps reinforce the brand by highlighting one of the key brand attributes, leadership.

other stYLe ConsiderAtions

Use “Ocean” not “Oceans” in all text.

When referring to Ocean Leadership, be sure to describe it as “THE” voice for the ocean research and education community, not “A” voice.

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7.2 Mission, Vision And desCriPtion

Ocean Leadership has a defined mission, vision and description. Please use these statements when describing what Ocean Leadership is, what it does and what it strives to be.

Mission:Ocean Leadership advances research, education and sound ocean policy.

Vision:Our vision is a global society that views its own well-being as intimately connected to the ocean.

desCriPtion:Ocean Leadership is a Washington, D.C.-based nonprofit organization that represents 95 of the leading public and private ocean research education institutions, aquaria and industry with the mission to advance research, education and sound ocean policy. The organization also manages ocean research and education programs in the areas of scientific ocean drilling, ocean observing, ocean exploration and ocean partnerships.


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ACCess to ArtWork

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ACCess to ArtWork

Artwork of logos in various sizes, grids, templates and photos are available to Consortium for Ocean Leadership staff from the brand manager.

The following formats are available for Consortium for Ocean Leadership artwork:

ePsAvailable in Black (grayscale 20 percent dot gain), CMYK (SWOP), RGB (sRGB) and SPOT color files. Please note that SPOT color is only available in EPS due to other file formats’ restrictions.

tiFFAvailable in Black (grayscale 20 percent dot gain), CMYK (SWOP) and RGB (sRGB) at 300 DPI. These have been saved as layered TIFF files for ease of use.

JPgAvailable in Black (grayscale 20 percent dot gain), CMYK (SWOP) and RGB (sRGB) at 600 DPI. These files must be reduced (file size is too large as is and not compatible with Web browsers) for Web pages and saved specifically for Web output as opposed to general JPG output as to not create conflicts with browsers. (In Adobe Photoshop, choose “Save for Web” if using CS2 or “Save for Web and Devices” if using CS3. DO NOT choose “Save” or “Save As.”)

Vector files may be scaled up or down; TIFF or JPG files should only be reduced or used at the original size — they should never be enlarged.

When using logo artwork, the preferred format is the EPS file. This is the most flexible format; it can be converted easily and it retains the appropriate PMS colors as spot colors.

oCeAn LeAdershiP ACCess to ArtWork

Documents

Consortium for Ocean Leadership Style Guideoceanleadership.org/wp-content/uploads/2017/12/Ocean... · 2020. 4. 28. · brand. Branding positions companies, services and products to