Logo & Campaign Standards - Water Use It...

Logo & Campaign Standards

Copyright 2009, Park & Company Marketing Communications, Inc.

January 1, 2009

QUESTIONS OR PROBLEMS?Call Park&Co at 602.957.7323.

TABLE OF CONTENTS

Water – Use It Wisely Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Why You Need Standards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Water – Use It Wisely Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Trademark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Logo Colors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Logo Variations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Clear Space . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Logo With Web Address or Other Secondary Type . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Minimum Size . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Examples of Unacceptable Use . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Logo Use Over Photos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Elements of the Campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Headline. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Tagline . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Photo Captions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Photo Captions & Text . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Fonts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Talent . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Music . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Background Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21


WATER—USE IT WISELY OVERVIEWThe Water – Use It Wisely program is a comprehensive community awareness campaign

that stars ordinary household objects as unexpected but highly effective water-saving

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 –


WHY YOU NEED STANDARDSThe 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 camera-ready art prepared for

that purpose by Park&Co.

– 4 –


WATER—USE IT WISELY LOGOThe 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 –


TRADEMARKThe Water – Use It Wisely logo is a registered trademark. Whichever logo format you

are using, it must be accompanied by the ®.

– 6 –


LOGO COLORSTHE WATER – USE IT WISELY LOGO IS COLORFUL AND EYE-CATCHING, JUST AS THE CAMPAIGN

MATERIALS ARE. BECAUSE THE BRIGHT COLORS REINFORCE THE FUN, FRIENDLY TONE OF THE

CAMPAIGN, THE FULL-COLOR 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 FOUR-COLOR 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 –


ALTERNATE LOGO VARIATIONS5 PMS color & CMYK versions 1 PMS color versions

– 8 –


ALTERNATE LOGO VARIATIONS - CLEAN5 PMS color & CMYK versions clean 1 PMS color versions clean

– 9 –


CLEAR SPACEThe 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 –


LOGO WITH WEB ADDRESS OR OTHER SECONDARY TYPEThe 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.

– 11 –

wateruseitwisely.com


MINIMUM SIZEIf 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 –


EXAMPLES OF UNACCEPTABLE USEThe 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 –


LOGO USE OVER PHOTOSBecause 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 –


ELEMENTS OF THE CAMPAIGNThe 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:

HEADLINEThe 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

TAGLINEThe tagline for the campaign always reads:

Water – Use It Wisely

• Do not change the tagline in any way.


• Do not change punctuation.

• Do not change capitalization.

– 15 –


PHOTOGRAPHYThe 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 one-color applications such as newsletters.

PHOTO CAPTIONSThe photo captions for the campaign always read:

WATER-SAVING 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 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:

Water-saving device #xx

• Include the photo caption whenever you use a photo.

– 16 –

PHOTO CAPTIONS & TEXT


– 17 –

#54Turn off the faucet while brushing your teeth. SAVINGS = 4 GAL/MIN

#15Sweep your driveway instead of hosing it off. SAVINGS = 80 GAL/EA

#75Trash your tissues instead of fl ushing them. SAVINGS = 1 GAL/FLUSH

#36Install water–effi cient drip systems for your landscape. SAVINGS = 1,000 GAL/YR

#44Avoid watering when it’s windy to prevent evaporation. SAVINGS = 100 GAL/YR

#23Time your shower to keep it under 5 minutes.SAVINGS = 1,000 GAL/MO

#83Wash laundry only when you have a full load.SAVINGS = 500 GAL/MO

#05Run your dishwasher only when you have a full load.SAVINGS = 500 GAL/MO

#10Use a cold pitcher of water for drinking instead of running the tap.SAVINGS = 4 GAL/MIN

#92Adjust your watering schedule to the season. SAVINGS = 2,000+ GAL/YR


– 18 –

#58Set a kitchen timer when watering your garden with a hose.SAVINGS = 10+ GAL/MO

#65Use a screwdriver as a soil probe to monitor yard watering. SAVINGS = 2,000+ GAL/YR

#28Drop some food coloring into your toilet tank to detect leaks.SAVINGS = 600 GAL/MONTH

#99Use a tuna can to measure and adjust sprinkler output. SAVINGS = 2,000+ GAL/YR

There are over 100 ways to save water,and they all start with you.

#01

#37Grab a wrench and tighten up those leaky faucets. SAVINGS = 140 GAL/WK

#61Dig up that old shrub and replace it with a low water-use plant.SAVINGS = 550 GAL/YR

#17Collect and reuse the water you wash produce with to water house plants.SAVINGS = 4 GAL/MO

#79Use a nozzle when you wash your car.SAVINGS = 100 GAL/WASH

#42Replace that showerhead with a low-fl ow model. SAVINGS = 500 GAL/WK

PHOTO CAPTIONS & TEXT CONT.


FONTSThe 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 water-saving 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 camera-ready art from Park&Co

whenever possible.

INTERSTATE BOLD CONDENSED (headlines and subheads)

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz,./?!#$%^&*()

0123456789

INTERSTATE BOLD CONDENSED (body copy)

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz,./?!#$%^&*()

0123456789

META BOLD(water-saving device numbers)

0123456789

– 19 –


TALENTThe 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.

MUSICThe 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 –


BACKGROUND COLORSColor 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).

– 21 –

PMS 691

DS 143-9 C

C 0M 15Y 3K 10

R 228G 202 B 208

Object HighlightObject Highlight

Object ShadowObject Shadow

BackgroundBackground

Drop ShadowDrop Shadow

PMS 695

DS 140-4 C

C 10M 60Y 25K 25

R 175

G 102 B 118

-

-

C 35M 74Y 46K 4

R 166G 92 B 109

-

-

C 29M 91Y 88K 4

R 178G 61B 55

PMS 1645

DS 56-1 C

C 0M 80Y 100K 0

R 241G 90 B 34

PMS 602

DS 309-6 C

C 5M 0Y 50K 0

R 245G 241 B 153





PMS 5773

DS 315-7 C

C 30M 20Y 50K 20

R 152

G 154 B 119

-

-

C 49M 32Y 84K 4

R 140G 146 B 79

-

-

C 84M 53Y 76K 7

R 63G 105B 87

PMS 5483

DS 245-5 C

C 60M 5Y 20K 25

R 72G 151 B 161

PMS 7520

DS 77-8 C

C 10M 25Y 25K 0

R 226G 192 B 179





PMS 7419DS 101-2 C

C 20M 80Y 60K 0

R 202

G 88 B 93

-

-

C 21M 87Y 71K 2

R 195G 70 B 76

-

-

C 36M 95Y 70K 2

R 168G 53B 76

PMS 7432

DS 151-4 C

C 0M 60Y 0K 30

R 181G 99 B 138


BACKGROUND COLORS CONT.

– 22 –

PMS 617

DS 312-6 C

C 5M 0Y 50K 25

R 201G 194 B 127





PMS 512

DS 163-2 C

C 35M 85Y 0K 35

R 126G 34 B 113

-

-

C 67M 100Y 70K 7

R 112G 44 B 75

-

-

C 80M 100Y 100K 15

R 85G 42 B 46

PMS 7495

DS 307-2 C

C 45M 25Y 100K 15

R 127G 142 B 000

PMS 2562

DS 168-7 C

C 20M 35Y 0K 0

R 199G 169 B 208





PMS 265

DS 172-3 C

C 50M 70Y 0K 0

R 141G 101 B 210

-

-

C 64M 79Y 0K 0

R 116G 83 B 162

-

-

C 86M 84Y 0K 0

R 70G 73 B 158

PMS 2718

DS 196-3 C

C 80M 60Y 0K 0

R 84G 126 B 216

PMS 650

DS 216-8 C

C 15M 5Y 0K 10

R 194G 205 B 224





PMS 646

DS 205-4 C

C 60M 35Y 0K 15

R 92

G 129 B 180

-

-

C 77M 52Y 17K 1

R 74G 115 B 162

-

-

C 71M 82Y 100K 1

R 110G 77B 57

PMS 1505

DS 49-1 C

C 0M 70Y 100K 0

R 84G 126 B 216


BACKGROUND COLORS CONT.

– 23 –

PMS 331

DS 254-7 C

C 30M 5Y 15K 0

R 177G 212 B 213





PMS 646

DS 205-4 C

C 60M 35Y 0K 15

R 92

G 129 B 180

-

-

C 79M 44Y 26K 1

R 63G 124 B 157

-

-

C 90M 59Y 100K 9

R 51G 95B 59

PMS 576

DS 297-2 C

C 40M 0Y 80K 35

R 112G 147 B 69

PMS 331

DS 254-7 C

C 30M 5Y 15K 0

R 177G 212 B 213





PMS 8201

DS 202-5 C

C 60M 35Y 15K 25

R 88

G 117 B 146

-

-

C 78M 44Y 44K 5

R 69G 120 B 130

-

-

C 75M 65Y 87K 6

R 92G 95B 69

PMS 7406

DS 24-3 C

C 9M 27Y 100K 0

R 208G 155 B 82

PMS 615

DS 311-8 C

C 3M 0Y 30K 10

R 225G 224 B 177





PMS 5405

DS 202-4 C

C 70M 50Y 25K 25

R 75

G 97 B 125

-

-

C 83M 58Y 57K 12

R 62G 96 B 102

-

-

C 84M 92Y 75K 14

R 76G 54B 69

PMS 7418

DS 101-2 C

C 20M 80Y 60K 0

R 202G 88 B 93

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