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InsIde the nwaa brandbrand GUIdeLInes
December 2009Version 1
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Contents
overview and visionwho should use our guidelinesour logoLogo
positioninghow not to use the logotypographyColour
paletteImagerystylingtone of voicea final word
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an overvIew
this document has been created to offer simple guidelines on
using the nwaa logo and brand. Consistent application of these
guidelines will help us all to build a recognisable and effective
brand that we can all be proud of. what is the vision for the
brand?nwaa are agents for change. they drive transformation in the
north west aerospace industry and beyond through the promotion,
shaping and developing of the sector. as pioneers, with many
luminous partners, it is important the integrity and global reach
of the brand is maintained through consistent brand
communications.
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who shoULd Use oUr GUIdeLInes?
It’s helpful for everyone to understand the guidelines, however,
they will be mostly be used by internal communications
professionals and creative agencies. there are two main groups who
will use these guidelines:-
GeneraL UsersGeneral users make use of predesigned templates;
however, for those interested, the information here is an excellent
aid to understanding the principles of nwaa communication
pieces.
CommUnICatIons professIonaLsCommunications professionals work
within nwaa to develop communication pieces for the company on a
daily basis. these samples provide guidance for creating variety
while staying on-brand.
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oUr LoGo
the logo should be used as a white out wherever possible.
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oUr LoGo ContInUed
we recommend other background options for the white out logo
below
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oUr LoGo In CoLoUr
In communications where a white out logo is not possible, we
recommend the colours below.
nwaa blue nwaa Grey
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oUr LoGo In mono
In communications where a mono logo is appropriate, our logo
should appear as below.
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LoGo sIze
minimum sizes - printto make sure our logo is always
recognisable and readable, it should be a minimum of xxmm.
minimum sizes - printwhen reproducing the logo on screen and on
the web, it must be clearly visible. It should be a minimum width
of 354 pixels.
minimum of 30mm
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LoGo posItIonInG
minimum clearance
X X
X
X
make sure the area around the nwaa logo remains clear of
typography or any other graphic device for maximum visibility. a
clearance zone corresponding to the height of the capital a in the
logo should be used, as shown below.
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how not to Use the LoGo
do not distort the logo do not place on white images do not
place on detailed backgrounds
do not change the colour of the textdo not change the
typeface
X
X
X
X
X
do not alter the logo in any way. make sure you use only the
artwork supplied. take care when positioning the logo, following
the guidelines on the previous page.
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typoGraphy
futura LIGht
futura LIGht obLIQUe
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890@£$%^&
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futura booK
futura booK obLIQUe
abcdefghijklmnopqrstuvwxyzabCdefGhIJKLmnopQrstUvwXyz1234567890@£$%^&
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futura medIUm
futura medIUm obLIQUe
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890@£$%^&
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CoLoUr paLette
nwaa Grey nwaa metaLLICnwaa bLUe
the primary colour palette is made up purely of the colours
below. we recommend the substitution of nwaa Grey when budget
precludes the use of nwaa metallic.
PANTONE 7544
C34, m14, y11, K32r137, G150, b160hex #8996a0
PANTONE BLUE 072
C100, m95, y0, K3r0, G24, b168hex #0018a8
PANTONE 8200
pantone blue 072 4.8pantone pro blue 19.2pantone 877 76.0
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ImaGery
Imagery is styled to suit the contemporary image of the brand.
we recommend desaturating, or muting a number of the colours to
achieve a subtle blend with the colour palette.
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ImaGery Content
the content of the images should be naturalistic and not posed
or contrived in any way.
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styLInG
In order to maintain the contemporary and transforming nature of
the nwaa brand, we recommend the strong use of plenty of white
space to maintain an uncluttered look.
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tone of voICe
nwaa speaks in a direct, warm tone of voice to engage with a
variety of customers. we avoid the use of jargon as much as
possible to ensure our messages are clear. we aim to convey our
message in as few words as possible, in short simple sentences that
are conversational rather than corporate.
we say“nwaa are agents for change in the aerospace industry”
rather than“It represents more aerospace companies than any
other region, the majority of which make up the region’s aerospace
cluster – the largest and most active of its type in the UK.”
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a fInaL word
following these guidelines means we can stay true to the nwaa
brand and convey the vision and aspirations we have for nwaa. our
consistency of message will continue to build equity in our brand,
demonstrating the gravitas it has in this sector.
