2015 brand guidelines

Brand & Digital Guidelines 2 0 1 4

®

©2014 WORLD TRADE CENTERS ASSOCIATION. WTCA BRAND GUIDELINES. ALL RIGHTS RESERVED.2

W E G R O W T R A D E ™


Table of contents

DIGITAL AND PHOTOGRAPHY IDENTITY

Brand: WTCA Licensed Member Logo 5

Identity: Logo 6

Identity: Logo Expansions 7

Identity: Color Usage Examples 8

Identity: Typography 9

Identity: Typography System Fonts Option 10

Identity: Typography Usage - Letterhead 11

Identity: Typography Usage - Business Card 12

LEGAL AND TRADEMARK

Identity: Trademark Symbols 13

GENERAL GRAPHIC USAGE

Identity: Graphic Elements 14

Identity: Envelope 15

CONTACT INFORMATION

Should you have any questions about using WTCA brand

logos and trademarks, any of the design standards, or

just need some clarification, please submit questions

via email to [email protected].


“ O U R F O C U S I S O N M A N A G I N G A N D B U I L D I N G T H E W T C A B R A N D , R E A L I Z I N G

T H E B R A N D A S A V A L U A B L E A S S E T O F T H E A S S O C I A T I O N A N D I T S L I C E N S E E S . ”

— E R I C D A H L , C E O W T C A

WELCOME TO OUR BRAND GUIDELINES


Brand: WTCA Licensed Member Logo

“WTC” is an individually registered trademark that, along with “WORLD TRADE CENTER” and the Map Design Logo, comprise WTCA’s core trademark portfolio. These guidelines are devoted solely to the use of the WORLD TRADE CENTER trademark logo in combination with the Map Design Logo.

W T C A L I C E N S E D M E M B E R L O G O

W T C A L I C E N S E D M E M B E R L O G O W I T H T A G L I N E O P T I O N

B R A N D A L I G N M E N T

Brand alignment:

All WTC Operations are required to use only the WTCA-approved logos for digital, print, social media, email, etc. Brand compliance cannot be established without use of proper logo.

The focus of the WTCA Brand Guidelines is to ensure that consistent logo usage around the world supports and strengthens the WTCA brand and trademarks.

T R A D E M A R K

LIMA®

®BANGALORE

®

®

BUCHAREST®

®ST. PETERSBURG

®

®

If a Member wishes to include a tagline, it needs to conform to these guidelines. The tagline cannot interfere with, or be larger than the official Member logo. Member logos may not be used in conjunction with other logos in a manner that suggests they are one combined trademark logo. They need to remain independently placed.

12pt Open Sans (Regular) with a 355% max tracking (Letter spacing). Use 2nd line if your tagline is longer.

COLOR (BLACK) TAGLINE CANNOT PASS LOGO ENDS (defined in green endpoints)

Serving the State of LouisianaServing the State of Louisianaand the Gulf Coast region


L O G O U S A G E The two main logos below are for standardized usage.

L O G O L A Y O U T The WTCA Licensed Member logos are designed to be effective while still maintaining their legibility. The guide below shows how we maintain that standard.

Identity: Logo

The WTCA Licensed Member logo and Map Design logo instantly represent your company, your people and your brand to the world. It is a treasured mark that is at its strongest when the proper, approved forms are used consistently.

6.5”

1.2”

The WTCA Licensed Member logos may not be reproduced in any other colors, other than the gray scale versions shown on the previous page, or all grey or all white as shown here.

CITY NAME®

®

CITY NAME®

®

NOTE: that the registration marks and trademarks may vary by region.

CITY NAME CITY NAME

CITY NAME®

®


The added third line, featured below, would be used in displaying your other WTC Facilities Structures.

D U A L L O G O L A Y O U T The WTCA Licensed Member will have the option to also display an Affiliate Logo (i.e. an organization spon-sor logo or Partnership logo) spaced appropriately to the right side of the Member Logo.

PLEASE SEE THE BELOW EXAMPLE FOR POSITIONING.

Identity: Logo Expansions

The WTCA Licensed Member logo has recently added the option for all officially approved Licensees to incorporate a lower third element to their existing logo, if necessary, to reflect a partnership between the two entities

L O W E R 3 R D R U L E

R I G H T S I D E S P O N S O R / P A R T N E R S H I P L O G O

Based on the scale of your Logo: --->

Allow for One Globe Panel from the Tri-Globe logo to determine the spacing between your Member Logo and Affiliate Logo horizontally across.

1

MIDDLE

GLOBE

PANEL

O P T I O N A L W T C

F A C I L I T I E S

S T R U C T U R E S L O G O

1. The 3rd line FONT: NEWS GOTHIC MT - TITLE CAPPED 2. Font size will depend on scale of Logo: 10pt difference from your CITY NAME (EXAMPLE FONT SCALE) CITY NAME 24pts = CLUB 14pts3. Color: Orange P157C

CITY NAMEBusiness Club

®

®

CITY NAME®

®

INSERT AFFILIATE LOGO HERE


T H E S Y S T E M The WTCA brand has been refined to a simple set of neutral colors.

Identity: Color Usage Examples

With these three colors, the brand can be easily recognized. The three colors are supported by various shades of gray, as shown below.

Pantone 157C Pantone 646C Dark Blue or Pantone 3025C C: 0 M: 43 Y: 70 K: 0 C: 65 M: 35 Y: 0 K: 11 C: 98 M: 70 Y: 31 K: 14

Pantone: 430C Pantone 424C Dark Gray or Pantone P 179-14C C: 5 M: 0 Y: 0 K: 45 C: 0 M: 0 Y: 0 K: 70 C: 67 M: 60 Y: 59 K: 45

S U P P O R T I N G C O L O R S

These are tertiary support colors, and cannot be used as main brand colors, nor logo colors.

Mint C: 37 M: 6 Y: 24 K: 0

Gold C: 16 M: 47 Y: 98 K: 1

Teal C: 73 M: 13 Y: 17 K: 0

Gummy C: 3 M: 37 Y: 59 K: 0

WTCA is dynamic and multidimensional. Always use the approved swatches when producing color.


P R I M A R Y T Y P E F A C E News Gothic is the primary typeface and should be used to complete the logo files provided.

S E C O N D A R Y T Y P E F A C E Open Sans is the secondary typeface and should be used as the main body font on all digital pieces where possible.

A D D I T I O N A L T Y P E F A C E S There are a few typefaces that can be used in support that aren’t shown above. This includes rokkit and crimson text.

Identity: Typography

Your logo is not the only corporate asset that needs consistency. Corporate typefaces also emphasize and support the WTCA brand identity.

News Gothic Regular News Gothic Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890 abcdefghijklmnopqrstuvwxyz1234567890

Open Sans Regular Open Sans BoldABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890

*News Gothic is not available with all processing programs, and can be downloaded from the internet.

*Open Sans is not available with all processing programs, and can be downloaded from the internet.

©2014 WORLD TRADE CENTERS ASSOCIATION. WTCA BRAND GUIDELINES. ALL RIGHTS RESERVED.1 0

P R I M A R Y T Y P E F A C E Rockwell Closest to Rokkit. This font is great for title headers.

P R I M A R Y T Y P E F A C E 2 N D Gil Sans is another primary typeface that can also be used in title header instances.

S E C O N D A R Y T Y P E F A C E Calibri is the secondary typeface and should be used as the main body font on all collateral and digital pieces where possible. A great substitute for Opens Sans.

S E C O N D A R Y T Y P E F A C E 2 N D Arial is another secondary typeface and should be used as the main body font on all collateral and digital pieces where possible.

Identity: Typography (System Fonts Option)

There are certain instances where you may not have access to News Gothic Regular, Open Sans Regular. The options below will help you in case you are limited to your system fonts that are stored locally on both PC and Mac platforms. These fonts can also be found in your word processing program, Microsoft Office.

Rockwell Rockwell Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890

Gil Sans Regular Gil Sans BoldABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890

Calibri Regular Calibri BoldABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890

Arial Regular Arial BoldABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890


A D D R E S S S E C T I O N Open Sans is the primary typeface used in the address section:• Font Size: 10pt

• Font Type: Open Sans Regular

B O D Y C O P Y Open Sans is the primary typeface used for letterhead body copy:• Font Size: 10pt

• Font Type: Open Sans Regular

F O O T E R Open Sans is the primary typeface used for the footer:• Font Size: 10pt

• Font Type: Open Sans Light

• Contact Title Letters are Lowercase and in Bold

Identity: Typography Usage - Letterhead

A letterhead template is available in the WTCA Resource Center located at www.wtca.org.

WTCA New York420 Lexington Avenue, Suite 518

New York, NY 10170 U.S.A.

July 17, 2013

Dear Sir or Madam,

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce interdum libero ac rhoncus cibus.

Aliquam erat volutpat. Sed dapibus accumsan sapien a molestie. Sed laoreet rhoncus conentum.

Fusce consequat rutrum lacus, sit amet porta ipsum placerat ornare. Proin interdum nisl in ipsum

elementum, eu convallis mauris feugiat. Suspendisse semper tortor vel orci gravida, atverra ligula accumsan. Nam facilisis diam vitae justo fermentum sodales. Vivamus venenatis posuere est eu

molestie. Proin nisi nibh, eleifend a tincidunt in, adipiscing a purus. In scerisque varius lorem a

vehicula.

Vestibulum at bibendum tellus. Nam et faucibus lorem. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Mauris sagittis nunc at tincidunt venenatis.

Aenean sit amet orci sit amet tellus aliquam vehicula. Sed in dignissim mauris. Null aliquam auctor

consectetur. Duis id tortor diam. Curabitur porta mattis magna ut cursus.

Fusce ut eros pellentesque, luctus mauris sed, suscipit neque. Nunc vitae nibh ac arcu sodales pellentesque. Maecenas varius, turpis non mollis scelerisque, felis felis semper metus, vel rutrum

lacus odio vitae quam. Ut lacinia sodales eros, ut venenatis ipsum porttitor et. Duis consectetur

auctor ante, in rutrum velit dignissim sed. In nec velit leo.

Kindest Regards,

Send Sender

Color Logo Used

Your Address Here

The City Name1234 Crystal Ave, Suite 333City, State 111111 U.S.AAugust 18, 2014

WORLD TRADE CENTER CITY, 1234 Company Ave, Suite 333 City, State 111111t +1 555 555 5555 f +1 555 5555 5555 w www.wtccity.org

CITY NAME®

®


N A M E Crimson Text is the primary typeface used for the name on a business card:• Font Size: 10pt

• Font Type: Crimson Text Bold

T I T L E - C O N T A C T Open Sans is the primary typeface used for title descriptions:• Font Size: 7.5pt

• Font Type: Open Sans Light

• Contact Title Letters are Lowercase and in Bold

W E B Open Sans is the primary typeface for the website:• Font Size: 7pt

• Font Type: Open Sans Bold

• Color: Orange

Identity: Typography Usage - Business Card

Color Logo Used

AnA HerrerA

Regional Development assistant, latin ameRica

t +57 1 235 3853e [email protected]

W T C A . O R G

®

caRReRa 7 no. 74-21 of. 306

Bogotá, colomBia

AnA HerrerA



W T C A . O R G

®


Bogotá, colomBia

AnA HerrerA



W T C A . O R G

®


Bogotá, colomBia

AnA HerrerA



W T C A . O R G

®


Bogotá, colomBia

W E G R O W T R A D E

CITY NAME®

®

™

A business card template is available in the WTCA Resource Center located at www.wtca.org.

TRADE SERVICES MANAGER


CITY NAME

S I Z E O F T R A D E M A R K S Size of trademark symbol (™ or ®) as it appears in downloaded logotype suitable for most uses.

R E D U C T I O N For very large formats, the trademark symbol (™ or ®) must be reduced and moved closer to the preceding globe / letter.

CITY NAME®

®CITY NAME

®

®

Identity: Trademark Symbols

Follow the guidelines below to resize and proportion trademark symbols on logotypes that are produced on large materials (such as trade show banners) or on very small items. When sizing a trademark symbol, it should always be legible without being intrusive.

Rarely, when a logotype is used at a very small size, the trademark symbol must be enlarged from the standard ratio to make it readable and it must be moved slightly away from the preceding letter.

The trademark symbol is always tucked under the WTCA Globes. This will allow for proper layout as well as consistency of the trademark logo itself.

NOTE: WTCA discourages the use of a vertical stacked logo unless it is used for social media, or for building signage with prior review of WTCA.


A V A T A R S In order to maintain consistency among multiple social media platforms, World Trade Centers Association uses a standard guideline for avatar layout.

T E X T S W O O S H Some text layouts can be formatted with a small text “swoosh” that can only be used with text and is always placed below text.

E X A M P L E S Examples of how the text “swoosh” can be used.

Identity: Graphic Elements

Graphic elements serve as a support system for storytelling. Every single element is essential in communicating the WTCA brand as a high-end, innovative and collaborative brand.

The text swoosh can only be used in WTCA orange (Pantone 157C).

CITY NAMECITY NAME

™


Identity: Envelope

C L E A N & S I M P L E

The envelopes used for your WTC business should be designed with simple and clean branding in mind. Only use the main logo and supporting colors.

Staying consistent with corporate logos and typefaces in all materials emphasizes and supports WTCA’s brand identity.

CITY NAME®

®

CITY NAME®

®

CITY NAME®

1234 Company Ave, Suite 333City, State 111111WTCCITY.ORG

2015 brand guidelines

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