Logo & Campaign Standards

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Oswald Lewis
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2 TABLE OF CONTENTS Water Use It Wisely Overview Why You Need Standards Water Use It Wisely Logo Trademark Logo Colors Logo Variations Clear Space Logo With Web Address or Other Secondary Type Minimum Size Examples of Unacceptable Use Logo Use Over Photos Elements of the Campaign Headline Tagline Photography Photo Captions Photo Captions & Text Fonts Talent Music Colors

but highly effective watersaving devices.

few simple habits can have a significant

3 WATER USE IT WISELY OVERVIEW The Water Use It Wisely program is a comprehensive community awareness campaign that stars ordinary household objects as unexpected but highly effective watersaving devices. The program demonstrates how changing a few simple habits can have a significant impact on water consumption. Our campaign headline, There are a number of ways to save water, and they all start with you, communicates the theme that water conservation is the responsibility of every individual. The Water Use It Wisely conservation campaign doesn t tell people to save water, it shows them how to save water. It s a bright, colorful, fun approach that encourages everyone to be mindful of when and how they use water. 3

4 WHY YOU NEED STANDARDS The brand identity of the Water Use It Wisely campaign is strengthened and awareness is increased by consistent use of its elements. Even slight deviations can diminish its impact. Refer to these standards when using the logo, any of the many executions of the campaign (brochures, posters, slides, ads, TV spots, etc), or the individual elements that make up the campaign (headline, photographs, copy elements, tagline, etc). Be sure to share these standards with your communications partners whenever they are working with the campaign. Whenever possible, Water Use It Wisely logos, materials and campaign elements should be reproduced from original digital files or cameraready art prepared for that purpose by Park&Co. 4

5 WATER USE IT WISELY LOGO The most recognizable and consistent element of the Water Use It Wisely campaign is the logo. The logo consists of the water drop symbol against a colored pattern and the words Water Use It Wisely. The visual strength of the logo as a symbol of the campaign depends on its being used consistently. Please review these standards to ensure that you always use the logo properly. The logo can be used in a horizontal or vertical format. The size and placement of the logo in your materials will suggest which is appropriate in each case. There are numerous variations of the Water Use It Wisely logo to give you a great deal of flexibility in your printed or broadcast materials. The approved logo variations are shown and described in these standards. When placing the logo in your materials, always use the electronic artwork supplied to you by Park&Co. Never alter the logo in any way, other than as described in these standards. 5

6 TRADEMARK The Water Use It Wisely logo is a registered trademark. Whichever logo format you are using, it must be accompanied by the. 6

7 LOGO COLORS THE WATER USE IT WISELY LOGO IS COLORFUL AND EYECATCHING, JUST AS THE CAMPAIGN MATERIALS ARE. BECAUSE THE BRIGHT COLORS REINFORCE THE FUN, FRIENDLY TONE OF THE CAMPAIGN, THE FULLCOLOR LOGO IS THE PREFERRED LOGO. THE COLOR SPECIFICATIONS YOU WILL USE TO REPRODUCE THE LOGO DEPEND UPON THE MEDIUM IN WHICH THE LOGO WILL BE USED. IN PRINTED MATERIALS, THE PANTONE MATCHING SYSTEM (PMS) COLORS WILL GIVE THE MOST ACCURATE REPRODUCTION. IN PRINTED MATERIALS THAT USE FOURCOLOR PROCESS (SUCH AS NEWSPAPER OR MAGAZINE ADS), USE THE CMYK COLOR SPECIFICATIONS. FOR ELECTRONIC MEDIA SUCH AS WEB SITES, CDS, OR VIDEO, USE THE RGB OR HEXA DECIMAL COLOR SPECIFICATIONS. 7

8 ALTERNATE LOGO VARIATIONS 5 PMS color & CMYK versions 1 PMS color versions 8

9 ALTERNATE LOGO VARIATIONS CLEAN 5 PMS color & CMYK versions clean 1 PMS color versions clean 9

10 CLEAR SPACE The Water Use It Wisely logo makes the strongest impact when it is not crowded by other visual elements. Maintain a clear space around the logo relative to the size of the logo, as illustrated here. 10

11 LOGO WITH WEB ADDRESS OR OTHER SECONDARY TYPE The only acceptable variation in clear space is when the Water Use It Wisely logo is used with the wateruseitwisely.com web address or other secondary type approved by Park&Co. In this case, the secondary type can be closer to the logo, but should still maintain a clear space, as illustrated here. wateruseitwisely.com 11

12 MINIMUM SIZE If you reproduce the Water Use It Wisely logo too small, it loses its visual effectiveness. The minimum size for the horizontal and vertical logos is shown below..5".5" 12

13 EXAMPLES OF UNACCEPTABLE USE The consistent use of the Water Use It Wisely logo is necessary to protect the campaign s trademark rights and to protect the strength of the logo. Do not create your own variations of the logo or modify the logo in any way. Use only the logo variations described in these standards. 13

14 LOGO USE OVER PHOTOS Because of the colorful character of the Water Use It Wisely logo, you must carefully consider the decision to place the logo over a photograph. For best results, observe the following guidelines: Choose an area of the photograph that has a consistent value (light and dark areas). Match the logo to the value of the photograph, placing the black type logo over light areas or the reverse (white type) logo over dark areas. Choose an area of the photograph with no distracting elements or patterns. When placing the logo over a photograph, the photograph should not be seen inside the water drop. The inside of the water drop should always be white. 14

15 ELEMENTS OF THE CAMPAIGN The Water Use It Wisely campaign includes a set of visual and written elements which have been created to communicate in a clear, concise compelling way. To protect and build the brand, use the completed materials from Park&Co whenever possible. These elements are available for you to use in your newsletters, flyers, educational materials and other department publications with certain restrictions. For detailed guidelines on the use of the individual elements, refer to the following sections: HEADLINE The headline for the campaign always reads: There are a number of ways to save water, and they all start with you Do not change the headline in any way. Do not add, subtract or change words. Do not add a period to the end of the headline. Headlines often drop end punctuation to encourage continued reading. Do not change capitalization. Do not change punctuation, with one exception: When the headline will be divided across two pages, as in the cover and gatefold of a brochure or in a series of progressive ads, you may punctuate the headline as follows: There are a number of ways to save water......and they all start with you TAGLINE The tagline for the campaign always reads: Water Use It Wisely Do not change the tagline in any way. Do not add, subtract or change words. Do not change punctuation. Do not change capitalization. 15

16 PHOTOGRAPHY The photography for our campaign is licensed for specific use. These photos can be used in any medium, in any municipality or region which has paid the campaign license fee, provided the following guidelines are met: The photography must only be used to promote the Water Use It Wisely campaign. Your newsletters, flyers and promotional items will be considered part of the campaign as long as their focus is water conservation and the guidelines in this document are followed. Other than resizing and minimal cropping, do not change the photos in any way. Include the caption whenever you use a photo (see Photo Captions). Whenever possible, use a photo with its accompanying text. Refer to the following two pages for the appropriate text. Black & white photography should be used for onecolor applications such as newsletters. PHOTO CAPTIONS The photo captions for the campaign always read: WATERSAVING DEVICE XX (XX is the assigned number of the device. See Photo Captions & Text on the next two pages.) Do not change the captions in any way. Do not add, subtract or change words. Do not change punctuation. Do not change capitalization, with one exception: in some instances, it will be more visually pleasing to set the caption in sentence case: Watersaving device xx Include the photo caption whenever you use a photo. 16

SAVINGS = 100 GAL/YR 54 Turn off the faucet

SAVINGS = 4 GAL/MIN 15 Sweep your driveway

SAVINGS = 80 GAL/EA 75 Trash your tissues

SAVINGS = 2,000+ GAL/YR 23 Time your shower

SAVINGS = 1,000 GAL/MO 83 Wash laundry only

SAVINGS = 500 GAL/MO 05 Run your dishwasher

17 PHOTO CAPTIONS & TEXT 44 Avoid watering when it s windy to prevent evaporation. SAVINGS = 100 GAL/YR 54 Turn off the faucet while brushing your teeth. SAVINGS = 4 GAL/MIN 15 Sweep your driveway instead of hosing it off. SAVINGS = 80 GAL/EA 75 Trash your tissues instead of flushing them. SAVINGS = 1 GAL/FLUSH 36 Install water efficient drip systems for your landscape. SAVINGS = 1,000 GAL/YR 92 Adjust your watering schedule to the season. SAVINGS = 2,000+ GAL/YR 23 Time your shower to keep it under 5 minutes. SAVINGS = 1,000 GAL/MO 83 Wash laundry only when you have a full load. SAVINGS = 500 GAL/MO 05 Run your dishwasher only when you have a full load. SAVINGS = 500 GAL/MO 10 Use a cold pitcher of water for drinking instead of running the tap. SAVINGS = 4 GAL/MIN 17

shrub and replace it with a low wateruse

SAVINGS = 550 GAL/YR 37 Grab a wrench and

18 PHOTO CAPTIONS & TEXT CONT. 01 There are over 100 ways to save water, and they all start with you. 65 Use a screwdriver as a soil probe to monitor yard watering. SAVINGS = 2,000+ GAL/YR 99 Use a tuna can to measure and adjust sprinkler output. SAVINGS = 2,000+ GAL/YR 58 Set a kitchen timer when watering your garden with a hose. SAVINGS = 10+ GAL/MO 28 Drop some food coloring into your toilet tank to detect leaks. SAVINGS = 600 GAL/MONTH 17 Collect and reuse the water you wash produce with to water house plants. SAVINGS = 4 GAL/MO 61 Dig up that old shrub and replace it with a low wateruse plant. SAVINGS = 550 GAL/YR 37 Grab a wrench and tighten up those leaky faucets. SAVINGS = 140 GAL/WK 79 Use a nozzle when you wash your car. SAVINGS = 100 GAL/WASH 42 Replace that showerhead with a lowflow model. SAVINGS = 500 GAL/WK 18

19 FONTS The font (typestyle) used for the headline and captions in campaign materials is Interstate Bold Condensed. The fonts used for body text are Interstate Bold Condensed. The font used for the watersaving devices numbers is Meta Bold. These fonts can be purchased and used to typeset the headline, tagline and text in materials. To ensure visual consistency, use digital or cameraready art from Park&Co whenever possible. INTERSTATE BOLD CONDENSED (headlines and subheads) ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz,./?!$%^&*() INTERSTATE BOLD CONDENSED (body copy) ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz,./?!$%^&*() META BOLD (watersaving device numbers)

20 TALENT The talent (people) in the photos and television spots of our campaign is licensed for specific use. Talent fees must be paid for each market in which the materials will be used. Do not use the still or motion images of talent in any form other than completed executions provided by Park&Co. Do not copy the talent portions of the television spots for other uses. Do not copy still images of talent for other uses. MUSIC The music used in the radio and television spots of our campaign is licensed for specific use. Music fees must be paid for each market in which the materials will be used. Do not use the music in any form other than completed executions provided by Park&Co. Do not copy the music in the radio or television spots for other uses. 20

21 BACKGROUND COLORS Color is a powerful element in our campaign. Logo colors are listed in an earlier section of this book. The backgrounds in the color photography have been selected to complement the objects in the photos. Do not alter the color combinations. To achieve a consistent result when using campaign colors in your materials, choose colors from our selected palette (using the Pantone uncoated color system). PMS 691 PMS 695 PMS 1645 DS 1439 C C 0 M 15 Y 3 K 10 R 228 G 202 B 208 DS 1404 C C 10 M 60 Y 25 K 25 R 175 G 102 B 118 C 35 M 74 Y 46 K 4 R 166 G 92 B 109 C 29 M 91 Y 88 K 4 R 178 G 61 B 55 DS 561 C C 0 M 80 Y 100 R 241 G 90 B 34 PMS 602 PMS 5773 PMS 5483 DS 3096 C C 5 M 0 Y 50 R 245 G 241 B 153 DS 3157 C C 30 M 20 Y 50 K 20 R 152 G 154 B 119 C 49 M 32 Y 84 K 4 R 140 G 146 B 79 C 84 M 53 Y 76 K 7 R 63 G 105 B 87 DS 2455 C C 60 M 5 Y 20 K 25 R 72 G 151 B 161 PMS 7520 DS 778 C C 10 M 25 Y 25 R 226 G 192 B 179 PMS 7419 DS 1012 C C 20 M 80 Y 60 R 202 G 88 B 93 C 21 M 87 Y 71 K 2 R 195 G 70 B 76 C 36 M 95 Y 70 K 2 R 168 G 53 B 76 PMS 7432 DS 1514 C C 0 M 60 Y 0 K 30 R 181 G 99 B

22 BACKGROUND COLORS CONT. PMS 617 PMS 512 PMS 7495 DS 3126 C C 5 M 0 Y 50 K 25 R 201 G 194 B 127 DS 1632 C C 35 M 85 Y 0 K 35 R 126 G 34 B 113 C 67 M 100 Y 70 K 7 R 112 G 44 B 75 C 80 M 100 Y 100 K 15 R 85 G 42 B 46 DS 3072 C C 45 M 25 Y 100 K 15 R 127 G 142 B 000 PMS 2562 PMS 265 PMS 2718 DS 1687 C C 20 M 35 Y 0 R 199 G 169 B 208 DS 1723 C C 50 M 70 Y 0 R 141 G 101 B 210 C 64 M 79 Y 0 R 116 G 83 B 162 C 86 M 84 Y 0 R 70 G 73 B 158 DS 1963 C C 80 M 60 Y 0 R 84 G 126 B 216 PMS 650 PMS 646 PMS 1505 DS 2168 C C 15 M 5 Y 0 K 10 R 194 G 205 B 224 DS 2054 C C 60 M 35 Y 0 K 15 R 92 G 129 B 180 C 77 M 52 Y 17 K 1 R 74 G 115 B 162 C 71 M 82 Y 100 K 1 R 110 G 77 B 57 DS 491 C C 0 M 70 Y 100 R 84 G 126 B

23 BACKGROUND COLORS CONT. PMS 331 PMS 8201 PMS 7406 DS 2547 C C 30 M 5 Y 15 R 177 G 212 B 213 DS 2025 C C 60 M 35 Y 15 K 25 R 88 G 117 B 146 C 78 M 44 Y 44 K 5 R 69 G 120 B 130 C 75 M 65 Y 87 K 6 R 92 G 95 B 69 DS 243 C C 9 M 27 Y 100 R 208 G 155 B 82 PMS 331 PMS 646 PMS 576 DS 2547 C C 30 M 5 Y 15 R 177 G 212 B 213 DS 2054 C C 60 M 35 Y 0 K 15 R 92 G 129 B 180 C 79 M 44 Y 26 K 1 R 63 G 124 B 157 C 90 M 59 Y 100 K 9 R 51 G 95 B 59 DS 2972 C C 40 M 0 Y 80 K 35 R 112 G 147 B 69 PMS 615 PMS 5405 PMS 7418 DS 3118 C C 3 M 0 Y 30 K 10 R 225 G 224 B 177 DS 2024 C C 70 M 50 Y 25 K 25 R 75 G 97 B 125 C 83 M 58 Y 57 K 12 R 62 G 96 B 102 C 84 M 92 Y 75 K 14 R 76 G 54 B 69 DS 1012 C C 20 M 80 Y 60 R 202 G 88 B 93 23

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