Brand Manual
fun refreshing beneficial free
Contents
3 5 7 9 11 13
Introduction Logo Color Typography Logo misuse Application
Introduction The foundation of our graphic identity system, the H2GO logo, represents our core beliefs about drinking tap water. It is responsible for communicating the qualities the make H2GO unique in all of our brand applications. Even at a glance of the logo, we hope that it will compel others to tap into our values and beliefs. As the logo must be presented with consistency and care whenever it appears, the following guidelines have been developed to ensure its correct usage whenever it is reproduced and applied.
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Logo The H2GO logo embodies H2GO’s identity and a strong connection to the brand. The H2GO logo features a direct and confident water droplet and type set in a modified version of the typeface Cubano. It is carefully proportioned to work at small and moderate sizes in all publications—Web and print. Please follow guidelines for use to ensure that the logo retains its impact as the official mark of H2GO. Playful and sophisticated, the logo is our primary brand identifier, and it must appear in every H2GO piece of communication.
Minimum size The mininum size for the logo is 1 inch (72 pixels wide), as shown above.
Minimum clear space The logo requires a certain amount of clear space. Notice the top, left, and right clear spaces differ from the bottom clear space.
Uses
Placement When used in a H2GO publication, the H2GO logo does not need to be a prominent display element. It can function at small to moderate sizes to brand a publication as a H2GO product. The H2GO logo functions best when placed on the top left of a print document or Web page.
1 The H2GO logo should be included on all publications of the brand to affirm the publication’s status as emanating from H2GO. 2 The H2GO logo should be used in all situations that call for the official mark of the brand. For example, it should be used as the mark of the brand in publications and at public events that visually represent H2GO as a sponsor. 3 Only with the approval of the Director of Marketing and Trademark Licensing may the H2GO logo or wordmarks be used in non-H2GO publications or event displays.
Size In print, the H2GO logo should be large enough to ensure legibility and a proper hierarchical relationship to other typographic elements. On the Web, the H2GO logo should be no smaller than shown at the top of this page. Clear space Always reserve a space around the H2GO logo. The minimum amount of clearance should be equal to the height of the “2.” The bottom clear space is equal to the height of two “2s.”
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Primary palette
H2GO Dark Blue PMS Cyan CMYK: 86 3 0 1 RGB: 0 174 233 Hex: 00bfff
H2GO Dark Gray PMS Gray 10 CMYK: 38 29 20 58 RGB: 84 88 97 Hex: 5c5c5c
Color Color is a key component of the H2GO visual identity, and the colors of the primary palette were inspired by those found in the H2GO logo. By using these colors consistently across brand communications, they will build recognition for the H2GO brand while contributing to a unified look and feel. The colors of the primary palette can be used for text, color fields, backgrounds, rules and other graphic devices.
H2GO Light Gray PMS Cool Gray 10 CMYK: 37 26 29 0 RGB: 165 172 171 Hex: bababa
H2GO Light Blue PMS Cool Cyan CMYK: 17 1 0 1 RGB: 222 240 251 Hex: c3e4ed
H2GO White PMS White CMYK: 0 0 0 0 RGB: 255 255 255 Hex: 0082d1
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Logo in color
Primary versions Use these versions when there is a white or dark background.
Secondary versions Use these versions when there is a lightly tinted background.
Black & white versions Use these versions only when production conditions are limited.
Animated logo
“GO” enters from the left “H2GO” fully enters
“H2GO” runs across
Stops
Tagline “filtered water on wheels” fades in
Typography Written communications are crucial in building H2GO’s brand, and typography serve to complement the logo as well as the visual language. The typeface Helvetica Neue has been selected as the official typeface of the H2GO system and will be used in all publications — Web and print. Known for its structurally unified heights and weights, the Helvetica Neue family is able to complement the H2GO logo by also communicating friendliness, resfreshment, and accessibility.
Primary Typeface: Helvetica Neue
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*)} I love water. H2GO. Helvetica Neue Regular, Regular Caps Use this for body text and on light, colored backgrounds.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*)} I love water. H2GO. Helvetica Neue Bold, Bold Caps Use this for headline text and on dark colored backgrounds.
Water loves me Headline Helvetica Neue Bold, 14pt, 5pt tracking
Water loves me Subheadline Helvetica Neue Bold, 8.7pt, 5pt tracking
I love water. Water loves me. I love water. Water loves me. Body text Helvetica Neue Regular, 8.7pt/12.5pt, 0pt tracking
I love water. Water loves me. I love water. Water loves me. Caption Helvetica Neue Medium, 7pt/9pt, 20pt tracking I love water. Water loves me. I love water. Water loves me. Subcaption Helvetica Neue Medium, 7pt/9pt, 20pt tracking
General guidelines 1 Never make the water droplet icon a color different than the color of the words. 2 Never change the color of the “2� in the droplet. It should always match the color of the background. 3 Never use the logo on top of an image that interferes with its legability. 4 Never use a background color that interferes with the legability of the logo. Use the color palette given on page 6. 5 Never reposition the elements in the logo. 6 Never distort the logo.
Logo misuse The H2GO logo should display a consistent image across all forms of communication. By adhering to these guidelines, it will ensure quick recognition and clear communication of the brand image. The examples here display possible misuse of the logo.
7 Never condense or expand the logo out of the original proportions. 8 Never crop the logo. 9 Never blur the logo.
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The Tank This truck will travel around and distribute free filtered, tap water to consumers.
Application These are examples of how the full system could be used. When implementing fully integrated marketing campaigns, it is important that the logo is carefully treated and speaks to the overall brand image. All applications of the logo must be approved by the Director of Marketing and Trademark Licensing.
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Reusable water bottle and brochure These will be mailed to consumers who visit The Tank to encourage them to join the initiative to drink tap water.
You may have spotted our tank around campus,
and you may be curious.
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iPhone application The application is used to further communicated H2GO’s goal to encourage consumers to drink tap water. Functions include: tracking how much water is in The Tank, how much water a consumer has consumed that day, where The Tank is located, and general application settings.
Carrier
12:00 PM
Carrier
12:00 PM
Currently
35% Full October 23, 2012 12:00 PM
We’ve given away
500.2
Today’s water is fro
Walnut Valley Water Di
gallons
The Tank
My Water
Locator
Se
15
Carrier
12:00 PM
Carrier
12:00 PM
Currently
Currently
24 oz.
UCLA
Hillgard and Westholm
October 23, 2012 12:00 PM
We’re here from
I’ve had
300 oz.
Check In
12:00 PM – 1:00 PM
...since August 31, 2011
The Tank Daily water intake
I’ve saved
om
istrict
ettings
16 14 12 10 8 6
40 more oz. to go!
The Tank
My Water
2
Dollars
Locator
Plastic (lb)
Liters
Settings
The Tank
My Water
Locator
Settings
This book was designed by Mary Yang at Washington University in St. Louis in Fall 2012 for Visual Information.