Graphic Standards - Williams · PDF fileLogos are the most visible form of an organization’s brand identity and equity. They identify the values and qualities associated with Williams

Updated 2.29.12

Graphic Standards

Brand Integrity

Communicating our brand consistently at every point of contact is an important part of our future success. In order to ensure the Williams brand is used correctly, we have created new graphic standards. This reference provides an effective means to guard the integrity of our brand in all its uses.

3 Logo Usage

4 Incorrect Logo Usage

5 Tagline

6 Dynamic Ring Graphic

7 Corporate Color Palette

8 Typography – External Use

9 Typography – Digital and Internal Use

10 Imagery Principles

Core Brand Elements

Logos are the most visible form of an organization’s

brand identity and equity. They identify the values

and qualities associated with Williams. Logo usage

should be managed carefully to ensure the integrity

of the overall brand.

The Williams logo is made up of two elements: the

Williams Logotype and the Twin Rings graphic.

Since the typeface was customized, it should not

be reproduced by hand or substituted with a similar

typeface. The Williams logo must be reproduced only

from authorized logo originals.

When applying the Williams logo, it is vital to

maintain all clear space rules, minimum size

considerations, color applications and proper

proportions.

Logo Usage

Clear space equals the height of the lowercase “s”. No written information or other logos should appear within this space with the exception of the tagline.

The logo may be reversed on a dark-colored background, but should not be placed on a background with a value of less than 30% black.

The logo may also be reproduced at 100% black. When the one-color logo is used, it should not be placed on a background with a value of more than 30% black.

On black backgrounds, PMS Black 6 should be reversed to white. To give the Twin Rings greater contrast, 80% PMS 300 instead.

Logo size should not be less than a width of .625”.

PMS 300

PMS Black 6

3

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Williams

Incorrect Logo Usage

Do not separate the Logotype from the Twin Rings.

Do not modify the Twin Rings or replace the Williams Logotype with an alternate typeface.

Do not substitute another name for Williams or add the Twin Rings to any product or project.

Do not distort the proportions of the Williams logo.

Do not use the Williams logo as part of any sentence or slogan.

Do not dimensionalize the Williams logo (actual 3D elements are acceptable for signage). Also, do not add highlights or shadows.

Do not place the two-color logo on colored backgrounds or patterns.

Do not alter the logo colors. Only those noted on the previous page are acceptable.

4

The Williams tagline, “We make energy happen.”

communicates Williams’ “roll-up-the-sleeves and get

things done” culture and “we don’t just talk about it;

we make it happen” attitude. Using the term “energy”

states what Williams does in a generic sense, but

in the context of the brand stories and supporting

material, could be interchanged with other key actions.

These stories communicate how Williams makes

energy happen via three key attributes: access,

reliability and enhancing value. Williams’ world-class

assets provide access to the best resource plays in

North America. We connect those resources to the

markets that use them.

The tagline can stand alone as a signature to

body copy or be directly placed with the Williams

logo. When used with the logo, there are three

orientations: right, left and stacked. The tagline can

be used in either PMS 300 or PMS Cool Gray 11.

Tagline 5

The Dynamic Ring Graphic is a design element used

to create vibrancy and motion in our communications

and can be used in a multitude of ways.

As a photo border, it adds life and energy supporting

the tagline and Williams’ culture. It can also be used

as a stand-alone background element in 1-color or

4-color applications.

If used in 4-color applications, the primary

background color should be PMS 300.

Dynamic Ring Graphic 6

We’re investing billions IN NORTH AMERICA.Williams’ expertise and ability to aid in developing resources literally span North America. We’re investing billions of dollars to help our customers maximize the value of oil sands in Alberta, Canada, shale gas in the eastern United States and crude oil and natural gas in the Gulf of Mexico. At Williams, we continue to build the large-scale infrastructure North America relies on for its way of life. That is our tradition. And we remain true to it.

We make energy happen.™

(800) WILLIAMS | williams.com © 2012 The Williams Companies, Inc.

OrangeBlue Green

YellowBlack Gray

CORPORATE COLORS SUPPORT COLORS

Color is a vital consideration in our communication

efforts. A balanced and vivid color palette has been

designated for the variety of applications that must be

considered. Williams colors consist of the corporate

color palette accented by a series of support colors.

PMS 300 and PMS Black 6 are the two official

corporate colors that should be used in all

communication materials. When possible, the official

colors should always be PMS colors.

The four support colors are a collection of hues

selected to both complement and contrast the

official Williams corporate colors. PMS, CMYK,

and RGB values have been provided for consistency

and convenience.

Corporate Color Palette

1520, 50, 100, 0244, 145, 30

300100, 45, 0, 00, 121, 193

37745, 0, 100, 25120, 162, 47

1160, 15, 100, 0255, 210, 0

Black 60, 0, 0, 1000, 0, 0

Cool Gray 110, 0, 0, 70113, 112, 115

Pantone® Matching System Color 4-Color Process Equivalent RGB Value

7

There are thousands of typefaces available to

printers, advertising agencies and design firms. To

ensure consistency, the external typography listed

here must be used for any printed or electronic

materials developed for external use (anything

created for public viewing).

While many typefaces may be appropriate, the

Helvetica font family should be used to preserve

brand consistency.

Helvetica Light is preferred for text usage; however,

Helvetica Light Condensed may be more appropriate

for publications with multi-column formats where the

lines of type are shorter.

Recognizing there are times when a sans serif

is not as appropriate, the Minion Pro family of

classic serif typefaces has been designated as

the preferred selection.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789!@#$%&*

HELVETICA LIGHT CONDENSED



0123456789!@#$%&*

HELVETICA ROMAN



0123456789!@#$%&*



0123456789!@#$%&*



0123456789!@#$%&*



0123456789!@#$%&*

MINION PRO REGULAR

HELVETICA BOLD ITALIC

MINION PRO CONDENSED MINION PRO SEMIBOLD ITALIC

Typography – External Use 8

The fonts for effective digital and internal use are

more limited and were chosen based on fonts readily

available to employees and the public.

Arial and Times New Roman should be used

instead of Helvetica and Minion Pro. These fonts are

appropriate for general business documents and

other forms of internal communications, including

email (both internal and external).

These fonts will also be used for news releases,

electronic newsletters, email broadcasts, Microsoft

Word documents and the Williams website.



0123456789!@#$%&*

ARIAL



0123456789!@#$%&*

TIMES NEW ROMAN

Typography – Digital and Internal Use 9

Strong angles, unusual perspectives and attention

to detail in our photography help create a distinct

personality for Williams. Imagery should be engaging

and make a statement. It should truly represent who

we are, what we do and why we care.

Bold, rich colors create a visually exciting experience

for the viewer as the images paint a picture of

what Williams stands for. Photos where the subject

is looking directly into the camera engage the

viewer, while wide shots place the subject in their

unique environment.

In addition to photos, renderings and diagrams

can also be used especially when discussing

projects or products.

All of these principles are useful in telling our story.

10Imagery Principles

12 Print Advertising

13 Website

14 Tradeshow Booth

15 Wearables and Promotional Items

16 Vehicle Graphics

Application Examples

12Print Advertising

We’re investing billions IN NORTH AMERICA.Williams’ expertise and ability to aid in developing resources literally span North America. We’re investing billions of dollars to help our customers maximize the value of oil sands in Alberta, Canada, shale gas in the eastern United States and crude oil and natural gas in the Gulf of Mexico. At Williams, we continue to build the large-scale infrastructure North America relies on for its way of life. That is our tradition. And we remain true to it.


(800) WILLIAMS | williams.com © 2012 The Williams Companies, Inc.

A LITTLE HELPwith lots of heart.

Join us. When it comes to helping our neighbors in need, a little help can go a long way. That’s why we’re proud to support the Muscular Dystrophy Association in its efforts to fund worldwide research, comprehensive healthcare and valuable support. It’s one way we pitch in to make our community a better place.


(800) WILLIAMS | www.williams.com

http://www.williams.com

Williams

13Website

14Tradeshow Booth

15Wearables and Promotional Items

16Vehicle Graphics

Documents

Graphic Standards - Williams · PDF fileLogos are the most visible form of an organization’s brand identity and equity. They identify the values and qualities associated with Williams