ART323 Graphic Design II | Professor Jane Dorn, Spring 2015 | Š Hollyann Lang, 2015 1
Emcore
Brand Standards Manual
2
On A Mission.
Emcore is an aeronautics and space exploration program. They are civilian-operated, and sponsored by the United States government. Emcore redefines what is humanly possible by leading innovation, exploration, and discovery in to the mysteries of the universe for the benefit of all humankind. The visual identity builds on Emcore’s brand by combining messages of their mission— innovation in aeronautics and space exploration— with the characteristics of their assertive and high-achieving personality. The new identity establishes Emcore as the leading member of space exploration agencies, bursting with scientific precision and progressive energy. Emcore is the first and best at the missions they set out for, and the visual identity will communicate that stature in every application. This guide will define Emcore’s visual identity, discuss its usage, and explore ways to incorporate these elements into the agency’s web, print, and media communications.
Why Specify Brand Identity Guidelines? Emcore’s brand identity will be seen and used by individuals across the globe, for a vast and sometimes unpredictable range of purposes. This document and the guidelines set within are vital to ensuring that this brand identity will remain consistent throughout this widespread application. These standards will establish consistent communications that build Emcore’s reputation in the many communities we serve. Adherence to these guidelines will aid us in creating materials that speak to our audiences while maintaining one, unified voice. Questions should be directed by email to the Emcore Office of Public Affairs at publicaffairs@emcore.com.
Brand Identity
A powerful image for a progressive company
14 15 17 18 19 20 22
4
Application
Basic Elements
Stationery Products
Insignia Logo Variations Signature Options Type System Color System
26 28 29
Usage Guide
31 34 36 40 43
Insignia Treatment Clear Space Lockup Format Selecting A Signature Vertical Placement Background Options Logo Placement
Letterhead Business Card Envelope Touchpoints Social Media Mission Patches Marketing Materials Uniforms Space Fleet Credits
Table of Contents
8 9 10 11 12
Foreword
for new heights
and reveal
the unknown
so that what we
do and learn
will benefit
all humankind.
5
Mission
To reach
Curiosity
values
Leadership Innovation Exploration
Courage 6
Knowledge
Ambition
Values
Discovery
Adventure
Basic Elements
7
The Sphere: The sphere represents both a planet and a core, where a core is the uniting factor of natural bodies at all scales of the universe.
The Arcs
The Swoosh: The swoosh represents flight, space travel, and the powerful, progressive energy of the missions of Emcore.
The Sphere The Swoosh
The Arcs: The arcs represent eclipses as the dawning of new knowledge for humankind, and the Doppler effect, symbolizing speed, forward motion, and scientific analysis and insight.
Brandmark
The Emcore Insignia
Minimum Height Always size the Emcore insignia to a proper proportion for the page it is being applied to. The minimum height of the Emcore insignia is 5/8�, with the exception of digital app icons, business cards, and other small items. If a smaller insignia is necessary, permission must be obtained from the Office of Public Affairs.
5/8 Inch
Minimum Height
Basic Elements
8
The insignia has four official variations that are approved for used on Emcore promotions and items: • • • •
Full-color One-color Two-color White one-color
Select the most appropriate insignia of the four for use based on the standards, as defined on pp. 20.
Full-color insignia
One-color insignia
Two-color insignia
One-color insignia, white
Logo Variations
Insignia Variations
Basic Elements
9
The signature has four official variations that are approved for Emcore use: • • • •
Horizontal Lockup Horizontal Lockup with Tagline Vertical Lockup Vertical Lockup with Tagline
Select the most appropriate signature of the four for use based on the standards, as defined on pp. 18.
On A Mission.
On A Mission.
10
Signature Options
Signature Variations
Basic Elements
Primary Typeface: Univers 65 Bold Secondary Typeface: Univers 55 Oblique Any display of Emcore’s name or tagline, when not within a body of text, must use these designated typefaces.
Emcore On A Mission.
Univers Typefaces The typeface used in headlines, sub-headlines, call-outs, etc. should be Univers. Users may select from Univers standard faces 45, 55, and 65, the corresponding oblique faces for each, and upright condensed faces 47, 57, and 67.
ABCabc
ABCabc
ABCabc
Univers 45 Light
Univers 55 Roman
Univers 65 Bold
When Univers is unavailable, the most similar Helvetica typeface may be used in its place.
ABCabc
ABCabc
ABCabc
Univers 45 Light Oblique
Univers 55 Oblique
Univers 65 Bold Oblique
ABCabc
ABCabc
ABCabc
Univers 47 Light Condensed
Univers 57 Condensed
Univers 67 Bold Condensed
Type System
Type System: Univers
Type Pairing Options Headlines should always be one level bolder than the body type being used on the same document. Oblique typefaces are permitted as headlines only in its bold form, and should never be paired with an oblique body typeface. An oblique face may be used as the set secondary typeface only when the secondary type will not exceed one line in length.
Basic Elements
11
Emcore’s official colors are patriotic red and navy, coupled with professional cool gray tones. The Emcore Navy tone is selected from the famous Hubble image of the United States at night, and the Emcore Red is pulled from an image of galaxy z8_GND_5396, the most distant galaxy in the visible universe.
Application Specifications: Emcore Red is the official accent color of Emcore, to be used only in situations of distinguishing a particular element. It should never be applied to the insignia or as the primary headline color for text. Emcore Navy is the official Emcore replacement for black, especially when being applied at large scales and as headlines. While black is permissible for use on documents, signage, etc., Emcore Navy should be used whenever it is visually appropriate. Emcore Dark Grey is the official bodycopy color for Emcore. Emcore Light Gray should never appear as body copy, and may only be applied to text while on a dark background, or as a watermark. When printing the Emcore insignia, the specified PANTONE or CMYK color values must be used. When applying the Emcore insignia for digital publications, the specified RGB or HEX color values must be used.
12
Emcore Red
Emcore Navy
PANTONE P49-8 C PANTONE 1788 2X U RGB: 213, 32, 0 CMYK: 10, 98, 100, 2 HEX: #D52000
PANTONE P 101-16 C PANTONE 289 U RGB: 0, 37, 72 CMYK: 100, 86, 42, 45 HEX: #002548
Emcore Light Gray
Emcore Dark Gray
PANTONE 7541 C PANTONE 642 U RGB: 209, 216, 216 CMYK: 17, 9, 12, 0 HEX: #D1D8D8
PANTONE 433 C PANTONE 431 U RGB: 101, 109, 112 CMYK: 62, 49, 46, 15 HEX: #666D71
Color System
Color Selections:
Basic Elements
Usage Guide
13
X
In order to maintain a consistent brand image, it is important that any application of the Emcore insignia is treated according to the following guidelines.
2
1
Do:
3
1. Select from the official, provided insignia and signature options. Don’t: 2. Tilt the logo, except by the standards defined for vertical placement on pp. 20 3. Stretch the logo 4. Apply effects to the logo 5. Reflect the logo 6. Change the logo colors 7. Change the typeface options 8. Blur or lower the opacity 9. Display the tagline without the name 10. Apply a rule to the logo
X
4
X
X
X
6
5
Emcore
X
On A Mission.
8
7
X
Insignia Treatment
X
The Emcore Insignia
X
On A Mission. 9
14
10
Usage Guide
A
A
A
The clear space refers to the margins surrounding the insignia. No other objects can be placed within these margins. The protection of this space ensures the unobstructed and visible placement of the Emcore insignia. The width of these margins varies depending on the size of the insignia being used. In all situations, this width is specified as 1 Arc-width, which is always equal to the width of the outermost arc on the insignia.
A
A =1 Arc-Width
Clear Space
Clear Space
Usage Guide
15
A
A
A
Clear Space
Signature Clear Space
A
When applying a signature that does not include a tagline, the clear-space margin will shift to the lowest edge of the signature. For the vertical lockup, this margin will begin at the bottom edge of the Emcore title. For the horizontal lockup, this margin will begin at the lowest point of the insignia.
A
The clear space surrounding Emcore’s official signatures is equal to the clear space surrounding the insignia. No objects should be placed within 1 Arc-width of the outermost edges of text or the insignia.
A
On A Mission.
A
A
A
A
A
A
On A Mission. Usage Guide
16
Lockup Format
Signature Alignments Vertical Lockup The insignia should be aligned center to the Emcore title. The distance between the bottom of the insignia and the uppermost edge of the miniscule “c” in Emcore is equal to 1 Arc-width. The distance between the bottom of the Emcore title and the height-center of the tagline is equal to 1 Arc-width. The tagline should be indented from the furthest right-edge of the signature (the edge of the miniscule “e”) at a distance of 1 Arc-width. This will align the center of the majuscule “O’ to the center of the signature. Horizontal Lockup The insignia should be aligned center to the Emcore title. The distance between the right edge of the insignia and the first letter of the Emcore title is equal to 1 A-width. The distance between the bottom of the Emcore title and the height-center of the tagline is equal to 1 Arc-width. The tagline should be indented from the furthest right-edge of the signature (the edge of the miniscule “e”) at a distance of 1 Arc-width.
On A Mission.
On A Mission. 17
Usage Guide
In addition to the insignia, Emcore’s brand identity may be displayed by the following four signature styles. Selecting the appropriate signature for application is important in maintaining a consistent brand identity. Horizontal
Horizontal: For use on items and displays that are larger in width than height, or when it is being applied to a surface with the most clear space in the horizontal direction. The horizontal lockup can be used on tangible items and larger sized platforms. Vertical: For use on items and displays that are larger in height than width, or when it is being applied to a surface with the most clear space in the vertical direction. The vertical lockup can be used on tangible touchpoints and larger sized platforms.
On A Mission. Horizontal with Tagline
With Tagline: The tagline should be used on corporate communications and when being presented to an international audience. The tagline should be applied in situations where the company itself is the focal point of the product/application, as opposed to the company’s missions, discoveries, etc.
Selecting A Signature
The Emcore Signatures
On A Mission.
Vertical
18
Vertical with Tagline
Usage Guide
The vertical logo placement may never appear as being read from top to bottom. A vertical placement of the logo should never include the tagline. The vertical lockup format is not appropriate for vertical placements, as the insignia and title must remain in-line.
Title only
Horizontal Lockup
X
X
Vertical Lockup
19
Downward-oriented
On A Mission.
Incorrect Uses
Emcore
The Emcore title and insignia may be placed vertically. The title should read from the bottom up. Vertical placement may include the insignia, as formatted by the horizontal lockup turned 90 degrees counter-clockwise. This ensures that the insignia stays in-line with the title. The vertical placement is appropriate for oblong items such as pens, book spines, and book marks. Use of the vertical logo is also appropriate on items that are viewed both horizontally and vertically, such as rockets.
X
Complete signature
Vertical Placement
Correct Uses
Emcore
Vertical Logo Placement
Usage Guide
Correct Uses
Full Color: To be used on white backgrounds and all embroidery applications. One Color: To be used for one-color printing jobs. Can also be printed in black when spotcolor printing is not available. One Color, white: To be used on backgrounds with values equal to or darker than 50% gray, and on dark busy images. Two Color: To be used on gray backgrounds with values between 10%-40% gray.
Signature Applications: The color rules mentioned above apply to all versions of Emcore official signatures. The signature should always appear with the Emcore title in Emcore Navy and the tagline in Emcore Dark Gray. Where ever the One Color, White insignia is appropriate, the Emcore title and tagline should also appear in white.
Full Color on White
Two Color on 20% Gray
One Color, White on 50%
Incorrect Uses
X
Full Color on 20% Gray
X
Two Color on 50% Gray
X
One Color, White on 20%
Background Options
Selecting An Insignia For Gray Backgrounds
Usage Guide
20
Full Color Insignia: The Full Color insignia may only be used on solid white backgrounds. It is appropriate for application to photos only when the photo contains a solid white area that meets or exceeds the designated clear-space for the insignia. This white space on a photo must be located in at least one of the four corners for insignia placement. Exceptions for using the Full Color insignia on a colored background may be granted permission upon review by the Office of Public Affairs. One Color, White: The One Color, White insignia is the most appropriate choice for all colored backgrounds. This insignia may be used over solid colors and most photos.
Use the One Color, White insignia for colored backgrounds
X
Use the Full Color insignia only on white backgrounds
X
X
Background Options
Selecting An Insignia For Colored Backgrounds
Usage Guide
21
For proper visibility and use of the Emcore insignia, guidelines for placement on images must be observed.
Avoid figures and busy areas
X
When being placed on photographs, the Emcore insignia should be located in one of the bottom corners. Otherwise, the focal point of the image should be the insignia, in which case the insignia should cover at least 33% of the picture plane. It should not be placed over any figures or busy areas of the photos. All figures should be located outside of the designated clear space of the insignia. The One Color, White insignia should not be placed on bright areas. If there are no bottom corners available with a dark enough tone, the image is not appropriate.
Avoid placing the One Color, White insignia on bright areas
Logo Placement
Placing the Insignia
X
Usage Guide
22
Application
23
Stationery Products
24
Stationery Package Stationery Products
25
Strathmore Writing 25% Cotton Wove Ultimate White 24lb. writing/90gsm 8.5x11”
1/4
1 3/4
1/4
Front
Letterhead
Paper Specifications:
The top, left, and right margins for text are set at 1 3/4”. The full-color insignia should be 1” width, placed in the top left corner with 1/4” margins.
1 Dear Person(s),
The body text should be Baskerville regular, displayed at 11pt.
Sincerely, Neil Armstrong
1/4
1 3/4
Emcore Headquarters Washington, DC 20546-0001. 888.123.4567
3/4
1
1/4
26
5
The footer with Emcore’s corporate information should be left aligned and placed at the bottom of the page with a 1/4” bottom margin and 1 3/4 left margin. The title will be Univers 65 bold oblique, and the following information will be Univers 55 Roman.
1 3/4
1/4
The watermark Emcore title should be 1” height and 5” width, and placed in the bottom right corner with 1/4” margins.
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Emcore
1 3/4
Stationery Products
2 1/2
2 1/2 3/8
The white logo should be centered on the panel, with 2 1/2” clear space on either horizontal side. It should be placed 3/8” from the fold of the top panel, or, 7 17/24” from the bottom of the page.
3 2/3
The letterhead should be folded in to even thirds, leaving the height of each panel at 3 2/3”. The Emcore logo will be displayed on the outermost panel, facing the viewer upon opening the envelope.
Letterhead
Back
Paper Specifications:
Stationery Products
27
3/16
The typeface for the name is Univers 65 Bold Oblique at 12pt. colored Emcore Navy. The position title is Univers 55 Oblique at 10pt. The contact information is Univers 55 Roman at 8pt. The website address is Univers 45 Light at 6pt. The employee name is Emcore Dark Gray, and all other text is Emcore Navy.
3/16 1/4
13/16
1/2
Astronaut
c. 888.123.4567 e. n.armstrong @emcore.gov
emcore.gov
3/16
5/8
5/8
5/8 The Blazer Blue front of the business card will have the Emcore title die-cut out, and then the stock will be attached to the Ultimate White stock. The title will be 5/8” width, placed in the bottom right corner with 1/4” margins.
Neil Armstrong
1/4
Back: Strathmore Writing CB Wove Ultimate White 88 cover bristol/238gsm 2x3.5”
Emcore
Front: Strathmore Premium Cambric Blazer Blue 80 cover/216gsm 2x3.5”
Business Card
Paper Specifications:
3/16
Die-cut letters
Stationery Products
28
1 1.84
1/2
center
Mr. Neil Armstrong 105 Stateside Boulevard Washington, DC 20546-0001
center
The front of the envelope will have the Emcore title on the bottom right, with a 1/2” bottom margin and 1/4” right margin. The address space should be centered in the height of the envelope, and indented 2 1/2” from the left edge.
Emcore
2 1/2
1.84
3/4
Strathmore Premium Super Smooth Ultimate White #10 Square Flap Envelope 28lb./105 gsm 4.125x9.5
1/2 1/4
Envelope
Paper Specifications:
1/4
1/4
The name on the address is displayed in Univers 65 Bold Oblique at 10pt. The Address is Univers 55 Roman at 10pt. All text on the front is colored Emcore Navy. The inside of the envelope will be printed Emcore Dark Grey. The return address on the back of the envelope should be colored Emcore Dark Grey. The text should be 8pt. and appear as Univers 65 Bold Oblique for the name, and Univers 55 Roman for the address. The return address should be centered horizontally. The bottom margin must be 1/2”.
Emcore Headquarters Washington, DC 20546-0001
center 1/2
center
Stationery Products
29
Touchpoints
30
Social Media Touchpoints
31
Emcore is known online for its strong social media presense, having over 100 active accounts including all of its departments. In order to maintain brand identification across the web, the appearances of all social media accounts must maintain visual consistency. ProďŹ le pictures: All Emcore corporate and department accounts must use the Full Color insignia as its profile picture. No other color variations or signature selections are permissible. Specific projects, research centers, and missions may use their own profile picture, but it must be directly and obviously related to that unit’s mission. Once selected, this photo should never be changed except under special preapproved circumstances. This maintains easy identification for viewers. Cover photos: Many socal media platforms incorporate a secondary photo to pair with the profile picture. These photos can be changed with more frequency and are intended to express a photographic overview of what the company/project is currently focusing on. These photos must be high-resolution and have page-appropriate content. If the account does not use the Emcore insignia as its profile picture, the insignia must be placed in the top right corner of the photo, according to the guidelines specified on pp. 21.
32
Social Media
Selecting A Profile Picture and Cover Photo:
Touchpoints
Example posts
Emcore is committed to free education and sharing its projects, research, and knowledge with all. Social media is the most direct platform to communicate to our curious audience, so the social media experience should be positive and educational for readers. Post style: To establish a personal tone, the use of personal pronouns such as “we, us, you” are greatly encouraged in posts. Posts can include photos, links, updates, videos, and more that relate to the mission of that page. The messages should be positive in tone, be directed to a wide audience in language, and should have experiential or educational value to the viewer. Comment style: Emcore’s posts are expected to receive wide volumes of comments, so it is not expected that account holders should reply to every comment. However, all accounts should be consistently interacting with their viewers. To progress our value of education, the best comments to reply to are those that ask questions. Responses should be personal, positive, and educational. Sharing specific details, links that answer their questions, or exclamatory statements are encouraged.
Social Media
Writing tone and style:
Example comment
Touchpoints
33
Mission patches are a long-admired tradition of astronauts. Each team on a mission gets to work together to design the patch that will be worn on their uniforms to commemorate it, and that collective creativity is a great representation of Emcore’s values of teamwork and knowledge. These patches should remain free to the creativity of the mission’s team, however, visual brand unity should be upheld to create a cohesive set of patches. In order to assure visual strength and unity throughout the patches, the following guidelines should be observed: • • • • •
All patches should be embroidered. All patches should be enclosed by an Emcore Navy border. The patches should fit within the designated traditional shapes. Any text on the patch should appear in a Univers typeface. A patch should never be smaller than 1.5” at its smallest dimension, or larger than 4”at its widest dimension.
Approved Shapes and Border Color
Mission Patches
Mission Patches:
Touchpoints
34
Original Patches
This page shows examples of how existing patches might appear if they were created according to the designated typefaces, border color, and shapes. Design of any new patches will continue to be left to the creative freedom of the astronauts and their teams. These examples serve as a models for future patch creation guidelines.
Original Challenger STS-7 Patch
Original Challenger STS-6 Patch
Original Apollo X Patch
Standardized Patch models
Standardized typeface and stroke color
Standardized shape, stroke color, and typeface
Mission Patches
Standardizing Patches:
Standardized shape, stroke color, and typeface Touchpoints
35
Identifier-Object Layout | 24”x36” Poster A
Emcore will need printed materials of a wide variety, including brochures, posters, and annual reports. This diagram shows the basic layout to be used for any of these printed materials.
A
A
The appropriately selected Emcore insignia should always be placed in the top left corner, with top and left margins of exactly one Arc-width. The emcore title should be placed in the bottom right corner, following the vertical placement guidelines as defined on pp. 19, and the color guidelines as specified on pp. 21. The bottom and right margins near the title should be exactly 1 Arc-width. The Emcore web portal address should appear at 8pt. on documents smaller than 8.5x11”, 10pt. on documents between 8.5x11”-11x17”, and 14pt. on documents larger than 11x17”. It will always be placed in the bottom left corner with margins of 1 Arc-width.
36
A
emcore.gov
Emcore
The size of the document may be altered as needed, but the margins and placement of key identifier objects should remain unchanged. The items, including insignia and name may be scaled proportionally for the document size. The insignia width and the width of the majuscule ‘E’ in the Emcore title should always be equal. Proper sizing and placement of these items prevents unwanted cropping.
Marketing Materials
Print Materials Design Format:
Touchpoints
Celebrating 25 Years of the Hubble Space Telescope “Celestial Fireworks”
CHANDRA
37
emcore.gov
Emcore
emcore.gov
Emcore
X-RAY OBSERVATORY
Marketing Materials
Poster Samples
Touchpoints
emcore.gov
38
Emcore
X-RAY OBSERVATORY
CHANDRA
X-RAY OBSERVATORY
emcore.gov
Emcore
CHANDRA
Marketing Materials
Poster Samples
Touchpoints
Your Saturn, our mission.
Cassini
Mystery made history.
39
emcore.gov
Emcore
emcore.gov
Emcore
Cassini
Marketing Materials
Poster Samples
Touchpoints
Uniforms Touchpoints
40
Uniforms Touchpoints
41
Uniforms Touchpoints
42
Space Fleet Touchpoints
43
Space Fleet Touchpoints
44
Space Fleet Touchpoints
45
Space Fleet Touchpoints
46
http://plus.google.com http://www.graphicburger.com http://history.nasa.gov/patches/shuttle/STS-7.jpg http://www.spacetelescope.org/images/potw1506a/ http://sci.esa.int/science-e-media/img/49/heic1007e.jpg http://www.rnasa.org/2008files/A10patch-S69-31959.jpg http://www.nasa.gov/mission_pages/cassini/images/index.html http://www.nasa.gov/mission_pages/chandra/images/index.html http://amagico.com/images/img1/nasa-space-pictures-hd-hd-cool-7.jpg http://upload.wikimedia.org/wikipedia/commons/0/00/Crab_Nebula.jpg http://apod.nasa.gov/apod/image/1106/NGC3372_gendlerhannahoe.jpg http://www.nasa.gov/images/content/64884main_image_feature_211_jwfull.jpg http://freehddesktopwallpaper.info/wp-content/uploads/2013/12/desktop-wallpaper-nasa-41.jpg http://www.download-hd-wallpapers.com/wp-content/uploads/2014/08/nasa-wallpaper-images.jpg http://pxpod.com/i/2015/03/space-universe-space-stations-orbits-Orbital-Stations-NASA-technology-planets-white.jpg
Credits
Credits:
48