Brand Tool Kit - International Water Association

Transcription

BRAND MANUAL,
CORPORATE VISUAL IDENTITY
& EVENT MANUAL
Brand Tool Kit
Brand Tool Kit
BRAND MANUAL » What's inside » Table of contents – brand tool kit
Table of contents – brand tool kit
INTRODUCTION
Inspiring change together.............................................................. 4
Brand Manual
Corporate Visual Identity
ABOUT OUR BRAND
What is the IWA?........................................................................... 6
The IWA organisational structure and activities........................... 7
Our heritage................................................................................... 8
Our vision, mission and ambition. . ................................................. 9
Our brand attributes . . .................................................................. 10
Our brand values.......................................................................... 11
Our brand essence....................................................................... 12
The IWA story . . ............................................................................. 13
What is branding and why is it important. . ................................. 14
THE SPIRIT OF IWA
Our tone of voice . . ....................................................................... 16
Photographic imagery content. . .................................................. 17
Photographic imagery style – people......................................... 18
Photographic imagery style – places.. ........................................ 19
Photographic imagery style – details......................................... 20
Image graphical guidelines – tables. . ......................................... 21
Image graphical guidelines – diagrams...................................... 22
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OUR BRAND IN ACTION
Consistency is key . . ..................................................................... 24
OUR BRAND ELEMENTS
Our logotype and symbol – colours............................................ 26
Our logotype and symbol – setup definition. . ............................. 27
Our brand architecture . . .............................................................. 28
Governing members’ logotype. . ................................................... 29
Internal groups’ logotype............................................................ 30
Specialist groups’ logotype. . ....................................................... 31
IWA Publishing logotype............................................................. 32
Correct usage of our logotype – colour variations. . ................... 33
Correct usage of our logotype – governing members................ 34
Correct usage of our logotype – internal groups....................... 35
Correct usage of our logotype – specialist groups.................... 36
Correct usage of the IWA Publishing logotype. . ......................... 37
Using our logotype where space is limited................................ 38
The IWA Publishing logotype where space is limited.. ............... 39
Improper use of our logotype..................................................... 40
Our grid – margins...................................................................... 41
Our grid – columns and gutter................................................... 42
Our grid – logo placement.......................................................... 43
Our watermark – the element and colour variations. . ................ 44
Our watermark – definition of size............................................. 45
Co-branding our logotype.. .......................................................... 46
Co-organisers with our logotype. . ............................................... 47
Sponsors of an IWA event. . ......................................................... 48
IWA typefaces – primary............................................................ 49
IWA typefaces – secondary........................................................ 50
IWA primary colour palette. . ....................................................... 51
IWA secondary colour palette. . ................................................... 52
IWA typeface colour palette....................................................... 53
IWA Publishing secondary colour palette................................... 54
CORPORATE VISUAL IDENTITY.................................................. 55
EVENT MANUAL........................................................................... 80
02
BRAND MANUAL » Introduction
01
Introduction
Brand Manual
Event Manual
Introduction
Introduction
BRAND MANUAL » Introduction » Inspiring change together
Inspiring change together
Dear IWA Member,
The International Water Association (IWA) is a unique, global knowledge hub for water
Brand Manual
professionals and anyone concerned about the future of water. Our 60-year heritage
positions us as the only truly global organisation for water professionals.
Today, we face more challenges than ever before, which is why we need to be seen
and recognised as the thought leaders we are.
The first step towards this recognition is consistent use of our brand. Achieving
recognition from within and outside our organisation will greatly benefit the IWA’s
shared goals: connecting people, sharing knowledge, innovating technology and
leading practice.
We have developed this new brand manual as a practical guide for how to apply
and use the IWA brand. This book also describes the IWA corporate story, vision
and mission that the brand represents. The manual describes what the IWA brand
is and how to apply it in your communications. Using the brand consistently will help
strengthen the recognisability and reputation of the IWA.
One
organisation,
one brand,
one face,
one voice.
We trust you will like the new look and feel, which will become more visible throughout
all of our communications. Together, with one strong voice, we will deliver a clear
message to INSPIRE CHANGE.
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Ger Bergkamp
Executive Director
04
BRAND MANUAL » About Our Brand
02
About Our
Brand
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Event Manual
About Our Brand
About Our Brand
BRAND MANUAL » About Our Brand » What is the IWA?
What is the IWA?
The International Water Association (IWA) is the global reference point for water
professionals working in all aspects of the water cycle.
Brand Manual
Our network of around 10,000 members and over 500 companies worldwide
enables us to help water professionals deliver innovative, pragmatic and sustainable
solutions to challenging global needs.
We are:
CONNECTING PEOPLE: we bring people of the highest calibre together to
share knowledge, experience and know-how about the most pressing water
challenges and innovative solutions
PIONEERING SCIENCE: we contribute to water science and technology by
helping scientists connect to their peers, publish their latest findings and help
others learn with them
I NNOVATING TECHNOLOGY: we foster technology innovation, which is key to
changing the future of water, and offer support and recognition to innovators in the
world of water
LEADING PRACTICE: we develop and promote best practices and international
frameworks and standards, supporting transitions to sustainable practices
This is how we INSPIRE CHANGE.
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BRAND MANUAL » About Our Brand » The IWA organisational structure and activities
The IWA organisational structure and activities
The tried and tested structure of the IWA is designed to enable us
to be as effective in our mission as possible.
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10,000 INDIVIDUAL MEMBERS: member-volunteer professionals
from over 130 countries
5 00+ CORPORATE MEMBERS: including utilities, water-environment consultants and technology suppliers
5 0+ GOVERNING MEMBERS: bringing together national science
and practice
5 0+ SPECIALIST GROUPS: self-managed and made up of top scientists
and practitioners
5 0+ TASK GROUPS AND TASK FORCES: member-led and focused on
product-oriented or policy-focused initiatives
10+ THEMATIC PROGRAMMES AND CLUSTERS: around technical
innovations, new frameworks and policy dialogues
4 0+ INTERNATIONAL CONFERENCES AND EVENTS PER YEAR:
covering every aspect of urban water and basin-related science and solutions
5 0+ SCIENTIFIC PUBLICATIONS: peer-reviewed scientific journals
and books
Our brand represents
all the hearts and minds
of every single person who
contact
comes into
with our organisation.
3 0+ AWARDS: acknowledging outstanding performance and achievements
of individuals and organisations
9 IWA OFFICES ACROSS THE WORLD: to support members, provide
services, organise events, implement programmes and engage in policy dialogues
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But most of all, it is the outstanding qualities of our members,
participants and partners that enable us to INSPIRE CHANGE.
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BRAND MANUAL » About Our Brand » Our heritage
Our heritage
In 1999, the International Water Services Association and the
International Association of Water Quality joined forces to form
the International Water Association (IWA), bringing the science
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and practice of water management closer together.
Drawing on the 60-year heritage established by our founders,
we combine global expertise in research, practice, regulation,
engineering, consulting, industry and manufacturing.
Today, we are a strong and thriving global organisation that
continues to deliver on our original vision.
The IWA’s membership is growing and vibrant. We offer
innovative programmes and a series of highly respected
worldwide events. Professionals trust us to keep them
informed about effective and sustainable water solutions.
We look forward to INSPIRING CHANGE well
into the future.
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BRAND MANUAL » About Our Brand » Our vision, mission and ambition
Our vision, mission and ambition
A strong, consistent identity is vital to achieve our vision, mission
and ambition.
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Vision
To be the global source of knowledge, experience and leadership for urban and
Why
The IWA wants to change the future of water management.
basin-related water solutions.
Mission
Service our members, the community of water professionals, external organisations
and opinion leaders through:
Knowledge and expertise
Best practices based on science and global experience
Innovation and the application of emerging technologies
Pioneering and leading new solutions
How
Inspiring change by putting inspiration into action.
What
Facilitate change by connecting people, pioneering science, innovating
technology and leading practice.
Ambition
We will achieve our ambition of changing the future of water management by putting
inspiration into action: connecting people, pioneering science, innovating technology
and leading practice.
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BRAND MANUAL » About Our Brand » Our brand attributes
Our brand attributes
Brand attributes portray an organisation’s brand characteristics,
signify the basic nature of the brand and help create its identity.
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A strong brand must have:
What are the IWA’s brand attributes?
RELEVANCY: perform the way people expect
EXPERT: the definitive source for knowledge and know-how on all aspects of water
delivery and quality
CONSISTENCY: not deviate from the core brand proposition
PROPER POSITIONING: occupy a defined place in the target audience’s mind
SUSTAINABILITY: drive an organisation towards innovation and success
CREDIBILITY: be realistic and do what the brand promises
INSPIRATION: transcend and inspire the category it is famous for
UNIQUENESS: set you apart from the competition
APPEAL: a strong brand should be attractive by definition
INNOVATIVE: the international voice of innovation and best practice on sustainable
urban and basin-related water management
RESPECTED: we seek to earn and keep the trust of all our members, participants
and partners
DIVERSE: bringing together members from all disciplines of water science, technology
and practice, with leading-edge expertise in all facets of the water cycle
GLOBAL: developing fair and objective solutions that reflect the unique challenges
of each region, while recognising the increasingly global dimensions of water
management
FUTURE-FOCUSED: recognising emerging trends and challenges and helping IWA
members and stakeholders prepare for them
LEADERS IN THE FIELD: as the premier international network of water
professionals, we lead the way towards effective and sustainable water management
worldwide
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The IWA brand attributes help us STAND APART in the water world.
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BRAND MANUAL » About Our Brand » Our brand values
Our brand values
A value proposition is a promise of value delivered by an organisation and a
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Your brand is what
about you when you are not in the room.
people say
belief from the organisation’s target audiences that value will be experienced.
The IWA value proposition embodies what we stand for and the related
benefits to the IWA members, participants and partners.
The IWA is the voice of the water industry and the only truly global organisation
for water professionals.
The value proposition the IWA offers is based on:
S USTAINABILITY: we are dedicated to creating a more sustainable
planet with prosperous cities and river basins through effective water and
waste water management
E QUITY: we believe everyone should have access to safe drinking water
and sanitation provided by effective and sustainable services
D IVERSITY: we cherish the diversity of our membership and participants,
bringing together people from around the world and all disciplines of
water science, technology and practice, with expertise in all facets of the
water cycle
I NNOVATION: we are passionate about innovation, exploring the frontiers
of science, technology and practice and bringing to life leading-edge,
pragmatic and innovative solutions for urban and basin-related water and
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sanitation challenges
The IWA VALUE PROPOSITION is enhanced by a strong brand
to which we can all connect.
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BRAND MANUAL » About Our Brand » Our brand essence
Our brand essence
We are the unique, international and global AUTHORITY on water
Ours is the VOICE of the water professional: academics, engineers, practitioners and decision-makers
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We are the SOURCE of trustworthy information, innovative ideas, practical
solutions and advice on water
The IWA is a THOUGHT LEADER for everything to do with water
By adhering to the IWA’S BRAND ESSENCE you contribute
to making the IWA be further recognised as a trusted partner,
leader, authority and network provider.
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BRAND MANUAL » About Our Brand » The IWA story
The IWA story
The International Water Association (IWA) is an organisation that brings together people from across
the water profession to deliver equitable and sustainable water solutions for our world.
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As a global network of water professionals we seek to engage and partner with anyone that is concerned
about the future of water. The IWA aims to connect people with a diversity of backgrounds to generate
innovative solutions and new opportunities to tackle urban and basin-related water challenges.
The IWA pioneers science and furthers technological innovation. It believes that leading edge practices will come
about when people from across the world, across sectors and across disciplines come together and take action.
Together we aim to deliver practical solutions that are resilient and sustainable, meeting the urgent need for safe
water, within and beyond urban areas.
As the world continues to change, the IWA continues to adapt. As a learning organisation we bring together
knowledge, know-how and expertise to inspire change. The IWA is an association created every day by its
members, for its members, partners to serve the wider water profession.
We are committed to our values:
SUSTAINABILITY: we are dedicated to creating a prosperous future for our cities and a more sustainable
planet through effective urban water management
EQUITY: we believe everyone should have access to safe drinking water and sanitation provided by effective
and sustainable services
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D IVERSITY: we cherish the diversity of our membership and participants, bringing together people from
across disciplines of water science and practice, with expertise in all facets of the water cycle from all around
the world
I NNOVATION: we are passionate about innovation, exploring the frontiers of science and practice and
bringing to life leading edge, pragmatics and innovative solutions for urban and basis wide water and
sanitation challenges
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BRAND MANUAL » About Our Brand » What is branding and why is it important?
What is branding and why is it important?
Inspire rather than instruct.
To be comfortable with the concept of branding, we need to define what a
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brand is.
A brand is an idea, image and a feeling that people experience when they see
a name or logo, it is the foundation on which an organisation’s communications
A brand cannot be
are built.
Branding is when the brand becomes identified with values and standards that
set the organisation apart from all others.
stronger
externally Corporate Visual Identity
Powerful, consistent and effective brand branding builds a reputation. It also
provides an emotional foundation for the organisation and the people who are
part of it. Branding is an ideal to live up to.
Consistent branding begins within the organisation, WITH YOU.
than it
is rooted
internally.
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BRAND MANUAL » The Spirit of IWA
04
The Spirit
of IWA
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The Spirit of IWA
The Spirit of IWA
BRAND MANUAL » THE SPIRIT OF THE IWA » Our tone of voice
Our tone of voice
How we communicate
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The IWA voice is confident, knowledgeable and thought provoking without being boastful.
Keep paragraphs to no more than three sentences in length
We back our strong opinions with facts.
Use verbs like will, want and would that are clear in their meaning
The IWA has a unique voice. Our members, the water sector and beyond need to hear
Please remember that English might not be the first language
of IWA members and partners and we need to ensure we will BE
UNDERSTOOD right away.
that voice loud and clear. We aim to be understood clearly by our audience. Our style of
communication should build trust and arouse curiosity to learn more about us.
At the same time, everything we write has to be relevant and useful to our target audience,
and to be consistent with our brand identity. We offer the following guidelines:
Write in UK English
Use active, inspiring language that is clear, intelligent, honest and cliché- and jargon-free:
–– ACTIVE VOICE = GOOD:
» Survey results have shown that IWA Membership would value…«
–– PASSIVE VOICE = BAD:
» It was felt that the IWA Membership would value…«
Use short, simple sentences (subject – verb – object, if any) with a minimum of
punctuation – 25 words at the most:
It’s not just
what
it’s
you say: how you say it.
–– G OOD:
» The water industry is facing unprecedented challenges that range from natural
resource scarcity to evolving customer expectations.«
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–– BAD:
» The mission of water companies and water utilities, whether publicly or privately
owned or operated, is to manage water supply, sanitation and wastewater
treatment in a way that contributes to a long-term sustainable development involving
stakeholders who use or protect water resources and their ecosystems.«
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BRAND MANUAL » THE SPIRIT OF THE IWA » Photographic imagery content
Photographic imagery content
Every picture tells a story
The images we use in our communications should reinforce
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our positioning strategy. Every picture tells a story; at the IWA
we use dynamic, journalistic photography to communicate the
concept of inspiring change.
INSPIRING: new, positive, brave, uplifting, fresh ideas, lateral
thinking, inspirational people, cutting-edge science, bold use of
technology, redefining methods and practices.
CHANGE: dynamic, real, ideas in action, ideas implemented,
problem solving, changing lives at a local level, changing the
world at a global level.
The content should illustrate the four quadrants:
CONNECTING PEOPLE
PIONEERING SCIENCE
INNOVATING TECHNOLOGY
LEADING PRACTICE
People images should represent biodiversity with respect to
race, age and gender.
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Above all, images should be real. Avoid using generic stock
images. Photographic content should be dynamic, powerful,
compelling and relevant.
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BRAND MANUAL » THE SPIRIT OF THE IWA » Photographic imagery style – people
Photographic imagery style – people
Composition: The rule of thirds
The rule of thirds is a guideline that applies to the process of
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composing or cropping an image.
Imagine that an image is divided into nine equal parts by two
equally spaced horizontal lines and two equally spaced vertical
lines, and that important compositional elements should be
placed along these lines or at their intersections. Aligning a
subject with these points creates more tension, energy and
interest in the composition than simply centering the subject.
Further recommendations for composition include:
The image should have a distinct foreground and
background
The background should be blurred to render it out of focus
with respect to the foreground
Use blue elements and cool colours
Crop images to focus on the key elements and apply
the rule of thirds
Action shots should be relevant to the topic of water
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BRAND MANUAL » THE SPIRIT OF THE IWA » Photographic imagery style – places
Photographic imagery style – places
Composition: The rule of thirds
The rule of thirds is a guideline that applies to the process
Brand Manual
of composing or cropping an image.
Imagine that an image is divided into nine equal parts by
two equally spaced horizontal lines and two equally spaced
vertical lines, and that important compositional elements
should be placed along these lines or at their intersections.
Aligning a subject or a horizon with these points creates
more tension, energy and interest in the composition than
simply centering the subject.
Further recommendations for composition include:
The image should have a distinct foreground
and background
The background should be blurred to render it out
of focus with respect to the foreground
Use blue elements and cool colours
Crop images to focus on the key elements and apply
the rule of thirds
Show relevant water or the absence of water in
landscape images
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BRAND MANUAL » THE SPIRIT OF THE IWA » Photographic imagery style – details
Photographic imagery style – details
Composition
The rule of thirds does not need to apply to detail
Instruments
and machines
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or inset shots.
Recommendations for composition:
Introduce dynamics to the image by using interesting
(wide) angles
Images should be photographed in perspective
Places and icons
Crop images that include people to focus on their
involvement, e.g., show hands to create a more
journalistic look and feel
Include blue elements and cool colours, where possible
Working people
People and fluids
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BRAND MANUAL » THE SPIRIT OF THE IWA » Image graphical guidelines
Image graphical guidelines
Graphical application of tables
Create Tables using either tints of the primary colour palette
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LOREM IPSUM
2013
2012
2011
2010
DOLOR NUMQUAD
12 000 000
12 000 000
12 000 000
12 000 000
DOLOR NUMQUAD
12 000 000
12 000 000
12 000 000
12 000 000
DOLOR NUMQUAD
12 000 000
12 000 000
12 000 000
12 000 000
DOLOR NUMQUAD
12 000 000
12 000 000
12 000 000
12 000 000
appropriate for the numbers within tables in 100% colours
DOLOR NUMQUAD
12 000 000
12 000 000
12 000 000
12 000 000
from the IWA typeface colour palette (see page 42). For
DOLOR NUMQUAD
12 000 000
12 000 000
12 000 000
12 000 000
DOLOR NUMQUAD
100.0 %
100.0 %
100.0 %
100.0 %
DOLOR NUMQUAD
50.0 %
50.0 %
50.0 %
50.0 %
(see page 51) or 100% colours from the secondary colour
palette (see page 52).
For figure legends use the typeface Akzidenz Grotesk
BE Condensed. A combination of Akzidenz Grotesk BE
Condensed Bold and Akzidenz Grotesk BE Condensed is
graphics created in PowerPoint or for the website revert
to the typeface Arial.
Table 1. Lorem Ipsum dolor
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BRAND MANUAL » THE SPIRIT OF THE IWA » Image graphical guidelines
Image graphical guidelines
Graphical application of diagrams
LOREM IPSUM DOLOR
MQ
NUM
QU
A
NU
D O LO R
Akzidenz Grotesk BE Condensed is the appropriate
IM
D
50
UM
(see page 52).
Dolor
60
EN
or 100% colours from the secondary colour palette
Lorem Ipsum
AD
I PS
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either tints of the primary colour palette (see page 51)
U
Construct bar charts, workflows and pie charts using
LOREM
40
30
typeface for figure legends, and Akzidenz Grotesk BE
Condensed Bold should be used for numbers within
LOREM
20
IPSUM
10
diagrams in 100% colours from the IWA typeface colour
palette (see page 42). For graphics created in PowerPoint
or for the website revert to the typeface Arial.
0
Figure 1. Lorem Ipsum dolor
2011
2012
2013
Lorem Ipsum
41.7%
Lorem Ipsum
7.3%
Lorem Ipsum
23.6%
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LOREM
ID IPSUM
DOLOR
Lorem Ipsum
14.1%
Lorem Ipsum
94.1%
Lorem Ipsum
71.6%
Lorem Ipsum
47.3%
Lorem Ipsum
28.4%
Lorem Ipsum
13.3%
LOREM IPSUM DOLOR
Figure 2. Lorem Ipsum dolor
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BRAND MANUAL » Our Brand in Action
01
Our Brand
in Action
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Our Brand in Action
Our Brand in Action
BRAND MANUAL » Our Brand in Action » Consistency is key
Consistency is key
Successful brand implementation
Great brands are consistent in everything they do. This
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corporate visual identity guide provides you with a clear
understanding of how to use and consistently apply our
new brand identity when you communicate with our internal
and external target audiences and the public at large.
This guide includes examples of our brand in action,
and where applicable, layout files are available for graphic
designers to use as examples for the production of
communications materials.
Consistency enables us to build our identity and strengthen
our brand to increase recognition. Our brand is the unifying
element that binds us together. The IWA asks you to use
these guidelines to ensure that we present one clear vision
with one voice in all of our communications, wherever we
are in the world.
Together, with one strong consistent voice,
we will deliver a clear message to INSPIRE
CHANGE.
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BRAND MANUAL » Our Brand Elements
03
Our Brand
Elements
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Our BrandBrand
Elements Elements
Our
BRAND MANUAL » Our Brand Elements » Our logotype and symbol
Our logotype and symbol
Logo colours defined
The colours and fonts used for the IWA logo illustrate
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an organisation with a strong brand and a solid foundation.
100% black
CMYK: 0 / 0 / 0 / 100
RGB: 0 / 0 / 0
HEX: 000000
The lettering ‘IWA’ is set in 100% black, accentuating
the overall strength of the organisation. The explanatory
strapline – the international water association – and the
symbol inside the ‘IWA’ that depicts a stream slightly
ascending is coloured in a strong cyan conveying the
feeling of clean, healthy water.
The lettering ‘IWA’ is set in typeface Impact and the strapline
‘the international water association’ in Akzidenz Grotesk.
IWA blue
Pantone Process Cyan
CMYK: 100 / 0 / 0 / 0
RGB: 0 / 174 / 239
HEX: 00AEEF
IWA blue
CMYK: 100 / 0 / 0 / 0
RGB: 0 / 174 / 239
HEX: 00AEEF
The IWA logotype and symbol should be used together,
with the symbol positioned above the logotype. A complete
subset has been developed for our governing members
and internal and specialist groups. To ensure consistent
proportions of the logotype and symbol, use only the
approved logotype files.
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i Click HERE to download the approved logotype files
26
BRAND MANUAL » Our Brand Elements » Our logotype and symbol
Our logotype and symbol
Logo setup definition
The IWA logotype and symbol are designed within a grid
7x
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made up of squares with a height and width defined as x.
The overall width of the IWA logotype is 7x, the width and
height of x proportional and dictated by the specific usage.
The height of the IWA element including the cyan coloured
stream measures 3x. The explanatory strapline has a height
3x
of 1.5x with 0.5x space between the IWA element. This
adds up to a total height of 5x.
5x
0.5x
To protect the integrity of the IWA logotype and ensure
legibility, a minimum clear space around the logotype and
1.5x
symbol of 1x should be retained.
1x
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BRAND MANUAL » Our Brand Elements » Our brand architecture
Our brand architecture
The IWA logotype umbrella
We have developed a consistent logo
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subset for IWA Publishing, our governing
bodies, and internal and specialist groups.
All ‘secondary’ logotype and symbol
combinations are based upon the primary
IWA logotype and symbol shown above.
IWA PUBLISHING
GOVERNING MEMBERS
INTERNAL GROUPS
SPECIALIST GROUPS
IWA Publishing, governing members,
and internal and specialist groups should
biofilms
strictly adhere to the logotype format as
illustrated on this page and as defined on
the subsequent pages.
forest
industry
To ensure consistent proportions of
the logotype and symbol, use only the
approved logotype files.
women
in water
membrane
technology
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water securit y and
safet y management
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BRAND MANUAL » Our Brand Elements » Governing members’ logotype
Governing members’ logotype
0.5x
The IWA logotype and symbol are designed within a grid that is
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1 x
height of x proportional and dictated by the specific usage. The
ME X IC O
height of the IWA element including the cyan coloured stream
measures 3x. The explanatory strapline has a height of 1.5x
3 x
1 x
with 0.5x space between the IWA element. This adds up to a
total height of 5x.
1 x
Place the name of governing members to the right of the
IWA element with 0.5x space between the IWA element and
the name
Construct the name of the governing members using
typeface Akzidenz Grotesk BE Condensed Bold, kerning
optical and letter spacing 50
Akzidenz Grotesk BE Condensed Bold
Uppercase
Kerning: Optical
Letter spacing: 50
The typeface point size is defined by the height of the IWA
element, with a maximum height of 3x where each line of text
uses a height of 1x and the spacing between lines uses 1x
The name should be written in uppercase as in the example
on this page
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legibility, a minimum clear space around the logotype,
governing members name and symbol of 1x is retained.
i C lick HERE to download the approved IWA logotype file
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BRAND MANUAL » Our Brand Elements » Internal groups’ logotype
Internal groups’ logotype
0.5x
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young water
professionals
total height of 5x.
Place the name of the internal group to the right of the IWA
element with 0.5x space between the IWA element and the
1 x
3 x
1 x
1 x
name
Construct the name of the internal group using typeface
Akzidenz Grotesk BE Condensed Bold, kerning optical and
letter spacing 50
Uppercase
Kerning: Optical
Letter spacing: 50
on this page
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legibility, a minimum clear space around the logotype, internal
groups name and symbol of 1x is retained.
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BRAND MANUAL » Our Brand Elements » Specialist groups’ logotype
Specialist groups’ logotype
0.5x
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forest
industry
measures 3x. The explanatory strapline has a height of 1.5x with
1 x
3 x
1 x
0.5x space between the IWA element. This adds up to a total
height of 5x.
1 x
Place the name of the specialist group to the right of the
IWA element with 0.5x space between the IWA element and
the name
Construct the name of the specialist group using typeface
Uppercase
Kerning: Optical
Letter spacing: 50
Akzidenz Grotesk BE Condensed Bold, kerning optical and
letter spacing 50
on this page
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To protect the integrity of the IWA logotype and ensure legibility,
a minimum clear space around the logotype, internal groups
name and symbol of 1x is retained.
31
BRAND MANUAL » Our Brand Elements » IWA Publishing logotype
IWA Publishing logotype
0.5x
Brand Manual
3 x
1 x
total height of 5x.
1 x
Place the name Publishing to the right of the IWA element
with 0.5x space between the IWA element and the name
Construct the name Publishing using typeface Akzidenz
Grotesk BE Condensed Extra Bold, kerning optical and
letter spacing 50
Akzidenz Grotesk BE Condensed Extra Bold
Uppercase
Kerning: Optical
Letter spacing: 50
on this page
Event Manual
legibility, a minimum clear space around the logotype, internal
groups name and symbol of 1x is retained.
32
BRAND MANUAL » Our Brand Elements » Correct usage of our logotype
Correct usage of our logotype
Correct usage and colour variations
and specifications
Brand Manual
The preferred version of the IWA logo is on a white
background with the previously defined clear space
retained.
To allow flexibility, and where the design demands it,
Preferred version on
white background
reverse versions of the logo can be used with ‘IWA’
and the strapline in white. The water stream symbol
inside the ‘IWA’ remains cyan. Reversed versions of
the logo should appear only on specific colours as
defined in the IWA primary colour palette on page
51. (Note if the reversed logo is used on an IWA
blue background, the water stream symbol inside the
‘IWA’ should be reproduced in a tint of cyan to create
enough contrast with the background.)
Use of the IWA logo on lighter tints of the IWA blue
Reversed version on IWA blue background
(see Primary Colour Palette on page 51)
Reversed version on black background
as defined in the primary colour palette is restricted
Restricted version on 10% IWA blue
background (see Primary Colour Palette
on page 51)
(contact the IWA marketing department for guidance).
Minimum size
IWA black logos should not be placed on a dark
Event Manual
background colour, and similarly, IWA white
or reversed logos should not appear on a light
coloured background as defined in the IWA primary
colour palette on page 51. To ensure clarity and
recognisability, the IWA logo should never be smaller
than 20 mm wide. See page 38 for exceptions.
20 mm
20 mm
20 mm
33
Governing members
The preferred version of the IWA logos is on a white
Brand Manual
MEXICO
retained.
To allow flexibility, and where the design demands
white background
it, reverse versions of the logo can be used with
all text in white; the water stream symbol inside
the ‘IWA’ remains cyan. These reversed versions of
the logo should appear only on specific colours as
51. (Note: if the reversed logo is used on an IWA
MEXICO
MEXICO
MEXICO
blue background, the water stream symbol inside
the ‘IWA’ should be reproduced in a tint of cyan to
create enough contrast with the background.)
Use of the IWA logo on lighter tints of the IWA
blue as defined in the primary colour palette is
on page 51)
restricted (contact the IWA marketing Department
for guidance). IWA black logos should not be placed
on a dark background colour, and similarly, IWA
Minimum size
white or reversed logos may not appear on a light
Event Manual
colour palette on page 51.
MEXICO
MEXICO
MEXICO
To ensure clarity and recognisability, the IWA logo
should never be smaller than 20 mm wide. See page
38 for exceptions.
20 mm
20 mm
20 mm
34
Internal groups
young water
professionals
Brand Manual
retained.
white background
To allow flexibility, and where the design demands,
reverse versions of the logo can be used with all
text in white and the water stream symbol inside
the logo should be placed on specific colours as
young water
professionals
young water
professionals
young water
professionals
on page 51)
Minimum size
white or reversed logos should not appear on a light
Event Manual
young water
professionals
young water
professionals
young water
professionals
38 for exceptions.
20 mm
20 mm
20 mm
35
Specialist groups
forest
industry
Brand Manual
retained.
white background
the logo should be placed on specific colours as
forest
industry
forest
industry
forest
industry
on page 51)
Minimum size
white or reversed logos should not appear on a light
Event Manual
forest
industry
forest
industry
forest
industry
38 for exceptions.
20 mm
20 mm
20 mm
36
BRAND MANUAL » Our Brand Elements » Correct usage of the IWA Publishing logotype
Correct usage of the IWA Publishing logotype
IWA Publishing
The preferred version of the IWA Publishing logo is
Brand Manual
on a white background with the previously defined
clear space retained.
white background
the ‘IWA’ remains cyan. These reversed versions
of the logo can be placed on specific colours as
on page 51)
Use of the IWA Publishing logo on lighter tints of the
IWA blue as defined in the primary colour palette is
restricted (contact the IWA marketing department
for guidance). Black logos may not be placed on
a dark background colour, and similarly, white or
Minimum size
reversed logos should not appear on a light coloured
Event Manual
background as defined in the IWA primary colour
palette on page 51.
should never be smaller than 20 mm wide.
See page 30 for exceptions.
20 mm
20 mm
20 mm
37
BRAND MANUAL » Our Brand Elements » Using our logotype where space is limited
Using our logotype where space is limited
1x
USB sticks, book spines, pens etc.
Clear space around logo
The minimum size for reproducing the IWA logotype on
Brand Manual
merchandise such as USB sticks, pens, promotional gifts,
2 x
2 x
3 x
1 x
novelty items, etc. is limited to 20 mm wide x 8.57 mm tall.
As an exception, if space does not permit the addition of
the strapline, this can be omitted.
Exceptions can be made to the minimum size
8.57 mm
8.57 mm
8.57 mm
requirements by adding the tagline to the right of the
logo on merchandise where the height is limited, for
20 mm
example on book spines. When the minimum size is in
20 mm
20 mm
question, please contact the IWA marketing department
for guidance.
!
Exceptional use: Only where the height is limited, e.g., on pens
Event Manual
38
BRAND MANUAL » Our Brand Elements » The IWA Publishing logotype where space is limited
The IWA Publishing logotype where space is limited
Book spines and merchandise
1x
Clear space around logo
The minimum height for reproducing the IWA Publishing
Brand Manual
logotype on book or binder spines or merchandise such
as pens etc. is limited to 20.35 mm wide x 3 mm high.
2 x
3 x
1 x
Akzidenz Grotesk BE Condensed Extra Bold
Uppercase
Kerning: Optical
Letter spacing: 65
Minimum size
3 mm
20.35 mm
3 mm
20.35 mm
3 mm
20.35 mm
Event Manual
39
BRAND MANUAL » Our Brand Elements » Improper use of our logotype
Improper use of our logotype
Protect the integrity of our logotype
In order to maintain consistency, our logotype should not be
Brand Manual
altered. Changing any key graphic element of the logo will
weaken its impact and detract from the consistent image
we project and protect.
DO NOT PLACE LOGO
ON OTHER COLOURS THAN
THE PRIMARY COLOUR
PALETTE
DO NOT PLACE LOGO
THE PRIMARY COLOUR
PALETTE
DO NOT PLACE LOGO
THE PRIMARY COLOUR
PALETTE
DO NOT PLACE LOGO
THE PRIMARY COLOUR
PALETTE
DO NOT
PLACE L
OG O
ON OTH
E R COL
O
U
R
S
THAN
TH E PR
IMARY
COLOU R
PALETT
E
DO NOT PLACE LOGO
THE PRIMARY COLOUR
PALETTE
DO NOT PLACE LOGO
THE PRIMARY COLOUR
PALETTE
DO NOT PLACE LOGO
THE PRIMARY COLOUR
PALETTE
DO NOT PLACE LOGO
THE PRIMARY COLOUR
PALETTE
Do not reproduce our logo in or on unauthorized colours
Do not confine our logo within a shape
Do not distort our logo
Do not place the logo diagonally or vertically
Do not alter the letter spacing within our logo
Do not change the typeface of our logo
Do not redraw or modify any elements within our logo
Do not embellish or decorate our logo
Do not place our logo on an image or picture
Do not place a drop shadow behind our logo
Do not place a frame around our logo
Event Manual
40
BRAND MANUAL » Our Brand Elements » Our grid
Our grid
Margins for copy and imagery
Margin to
Typography:
20 mm
The design of all IWA collateral such as
10 mm
Margin
Inspiring change together
Image area
Area for typography
connect to the network
Brand Manual
brochures, flyers or adverts should be based
on our grid layout to maintain consistency
and recognisability. Our grid allows design to
Corporate Membership
Package 2013
be creative and impactful but within a tightly
controlled framework.
AssociAtion brochure
Margins are set at 10 mm white space around
all imagery and text. If copy is placed within an
image on the grid, a further margin of 10 mm
5 mm
5 mm
around the copy should be allowed.
The example shown is the standard grid for an
A4 or letter format design.
For layouts smaller than 160 mm width or
height, a smaller 5 mm grid should be used.
Use grids with above margins for layouts smaller
than 160 mm wide or 160 mm high
Event Manual
Margin to
Image:
10 mm
www.iwahq.org
Grid based on A4-sized page
41
Our grid
Columns and gutter
20 mm
10 mm
Margin
Image area
Area for typography
The design of all IWA collateral such as
Brand Manual
brochures, flyers or adverts, should employ a
six-column grid with a 5 mm gutter.
Connecting
People
The six-column grid allows for a large degree
of flexibility enabling design to be unique to
every application while maintaining overall
consistency and recognisability.
The example shown is the standard six-column
5 mm
5 mm
grid for an A4 or letter format design. For
10 mm
6 column grid with 5 mm gutter
layouts smaller than 160 mm width or height, a
The IWA Is chAngIng The fuTure of WATer
by puTTIng InspIrATIon InTo AcTIon
three-column grid should be used.
The IWA brings people of the highest calibre together to share knowledge,
experience and know-how concerning the most pressing water challenges and
innovative solutions. There are many inspiring ways you can share and learn
Facing double page spreads should have the
from the IWA members.
same grid design.
Lorem Ipsum
Water21, the IWA Membership Magazine, keeps you up to date with the latest
water industry developments from an insider’s perspective.
94.1%
The IWA WaterWiki is your online reference for water, wastewater and
environmental science and management. It’s fast becoming the online platform
for the global water community to interact and share knowledge.
Every year, water professionals like you are recognised by the IWA for their
achievements and contributions to enabling change through the IWA Honours
and Awards.
Event Manual
And, of course, you’re invited to build your personal network through the IWA
by making your own connections.
10 mm
10 mm
04
image 1. Lorem Ipsum dolor
At the IWA World Water Congress & Exhibition, the IWA Development Congress
& Exhibition and other events, you meet with leading scientists and practitioners
to share knowledge and expertise and develop new partnerships.
corporate brochure
Lorem Ipsum
7 1. 6 %
Lorem Ipsum
4 7. 3 %
Lorem Ipsum
2 8.4%
5 mm
5 mm
Lorem IPsum DoLor
Use a three-column grid for layouts smaller
than 100 mm width
42
Our grid
1 columns
+ 1 gutter
= width of logo
Logo placement
1 columns
+ 1 gutter
= width of logo
2 columns
+ 1 gutter
= width of logo
Our primary IWA logotype should always
Brand Manual
appear top right, inside the copy area.
20 mm
The width of our logo in six-column layouts is
comprised of the width of two columns and
two gutters. In three-column layouts, it is a
combination of the width of two columns and
one gutter.
Placement of the logo in the bottom right
1 columns
+ 1 gutter
= width of logo
hand corner of the copy area is an exception
to the rule, and should only occur on
advertisements, mailers and invitations
where the upper right hand corner is not
usable.
Correct placement of the logo within the grid
as specified above facilitates adherence to
the previously defined clear space around
the logo.
10 mm
10 mm
!
Event Manual
xceptional use: Placement of the IWA logo
E
on the bottom is only valid on advertisements,
mailers and invitations
43
BRAND MANUAL » Our Brand Elements » Our watermark
Our watermark
The watermark element and
colour variations
Brand Manual
The watermark element comprises the four IWA
quadrants: innovating technology, pioneering
science, connecting people, leading practice
and, our tagline, inspiring change.
To adapt to fill the height and width in different
layouts, repeat this element as needed.
Only the approved colour variations should be
Five Quadrants + the tagline
Background: 100% white
innovating technology, pioneering science, connecting people, leading practice, inspiring change.
pioneering science, connecting people, leading practice, inspiring change. innovating technology,
connecting people, leading practice, inspiring change. innovating technology, pioneering science,
leading practice, inspiring change. innovating technology, pioneering science, connecting people,
inspiring change. innovating technology, pioneering science, connecting people, leading practice,
Background:
Five Quadrants
100%+IWA
the blue
tagline
Typography: 90% IWA blue
used to strengthen the overall look and feel of
Background: 100% white
the brand.
Restrictions include usage of the IWA
watermark on grey backgrounds. The preferred
version is IWA blue on a white background.
i Click HERE to download the watermark files
Typography: 10% IWA blue
Typography: 10% IWA grey
Event Manual
Background: 100% IWA grey
Typography: 90% IWA grey
44
BRAND MANUAL » Our Brand Elements » Our watermark
Our watermark
Definition of size
The watermark element reflects the overall
Brand Manual
look and feel of the IWA brand. Use of
the watermark in a consistent manner will
strengthen brand recognition.
Regardless of the application, the
watermark element should equal the height
of the entire IWA logotype including the
strapline.
The watermark should be proportionate in
height to the IWA logo and contain eight
lines of copy.
To ensure that the proportions of the
watermark are consistent, use only
approved watermark artwork files.
i Click HERE to download the watermark files
Event Manual
45
BRAND MANUAL » Our Brand Elements » Co-branding our logotype
Co-branding our logotype
Partners
IWA World Water
Congress & Exhibition
When the IWA is the principal organiser of an event
Brand Manual
together with one or more partners, the IWA logotype
should appear in at a fixed position, top and bottom right as
illustrated, with the partners’ logotypes to the left.
Changing the future
together
This is an exception to the logotype placement rule as
specified on page 43.
21 – 26 SEPTEMBER, 2014
LISBON, PORTUGAL
It is important to adhere to the previously defined clear
space around the IWA logotype to ensure visibility. Clear
Principal Sponsors
space regulations for partner logotypes should also be
Organisation 1
Organisation 2
adhered to.
Organisation 3
Institutional Sponsors
Organisation 1
Organisation 2
Event Manual
i G raphic designers can download sample layout files (InDesign)
Co-branding
(IWA & Partners)
Company 1
Company 2
Company 3
Company 4
by clicking the image
20 mm
46
BRAND MANUAL » Our Brand Elements » Co-organisers with our logotype
Co-organisers with our logotype
Co-organisers
IWA Specialist
Conference
When the IWA is organising an event together with one
Brand Manual
or more partners, the IWA logotype should appear at a
fixed position, bottom right as illustrated, with the partners’
logotypes to the left.
Changing the future
together
This is an exception to the logotype placement rule as
specified on page 43.
21 – 26 SEPTEMBER, 2014
LISBON, PORTUGAL
It is important to adhere to the previously defined clear
space around the IWA logotype to ensure visibility. Clear
Principal Sponsors
space regulations for partner logotypes should also be
Organisation 1
Organisation 2
adhered to.
Organisation 3
Organisation 1
Organisation 2
Event Manual
IWA &
Co-organisers
Company X
Company Y
Company Z
47
BRAND MANUAL » Our Brand Elements » Sponsors of an IWA event
Sponsors of an IWA event
Third parties and sponsors
The inside cover includes third-party
logos with a short description
There are many situations in which it is appropriate and
Brand Manual
even advantageous to demonstrate an affiliation between
the IWA and another organisation, association or company.
IWA Logo
To avoid diluting the IWA brand or causing confusion
around the relationship to the IWA, list third-party affiliates
and sponsors by name only. Avoid placing third-party logos
on the same page as the IWA logotype.
If third party logos need to be displayed, you may display
them on the inside cover.
Principal Sponsors
in copy only
in copy only
Organisers
in copy only
Event Manual
48
BRAND MANUAL » Our Brand Elements » IWA typefaces
IWA typefaces
ABCDEFGHI
Primary typefaces
The Berthold Type Foundry first published
originates from a type used in Germany
by typesetters and trade printers in earlier
abcdefghi 012345678 !@£$%^&*()
The typeface works well with our logotype
and provides a wide variation of formats to
allow contrast in the design. It has a long
and solid heritage but offers a modern,
timeless look and feel along with clarity
Headlines and titling
centuries.
Akzidenz Grotesk BE Condensed
ABCD EFG H IJ KLM N O PQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1 2 3 4 5 67 8 9 0 ! @ £ $ % ^ & * ( )
ABCDE FG H IJ KLM NOPQRSTUVWXYZ
12 3 4 5 6 7 8 9 0 ! @ £ $ % ^ & * ( )
Akzidenz Grotesk BE Regular
Akzidenz Grotesk BE Italic
AB C D E FG H IJ K LM N O P QR STUVWXYZ
123 45 678 9 0!@£$%^&*()
AB CDE F G H IJ K LM N OP QR STU VWXYZ
1 23 4 5 678 9 0!@£$%^&*()
Akzidenz Grotesk BE Bold
Akzidenz Grotesk BE Bold Italic
AB CD E F G H I J K LM N OP QR STUVWXYZ
123 45 678 9 0!@£$%^&*()
AB C D E F G H I J K L M N O P QR ST UV WXY Z
abcdefghijklmnopqr stuvwx yz
12 3 4 56 78 9 0!@£$%^&*()
and legibility.
In IWA printed collateral and on
our websites, Akzidenz Grotesk BE
Condensed and Akzidenz Grotesk BE
Condensed Bold are the preferred
typefaces for headlines and titling only.
For body copy, sub-headlines, captions,
Body copy, sub-headlines, captions,
legends and tables
Brand Manual
Akzidenz Grotesk in 1896. The design
and tables you should use Akzidenz
Event Manual
Grotesk BE with its different font styles
(regular, italic, bold, bold italic).
Only the variations shown on this
page are approved for use.
49
BRAND MANUAL » Our Brand Elements » IWA typefaces
IWA typefaces
Secondary typefaces
To ensure sufficient flexibility and ease-of-use,
Brand Manual
we use a secondary font throughout our identity.
Arial replaces Akzidenz Grotesk BE when
material is created using Microsoft® Office
programs such as PowerPoint, Word, Excel
and Outlook and other e-mail programs, or if
ABCD
abcd 0123 !@£$
Akzidenz Grotesk BE is not available.
On our websites and e-newsletters, Arial is the
approved typeface for body copy, sub-headlines,
captions, and tables.
Akzidenz Grotesk and Arial are the
only approved IWA typefaces.
Arial Regular
Arial Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@£$%^&*()
1234567890!@£$%^&*()
Arial Bold
Arial Bold Italic
1234567890!@£$%^&*()
1234567890!@£$%^&*()
Event Manual
50
BRAND MANUAL » Our Brand Elements » IWA primary colour palette
IWA primary colour palette
Primary colours
IWA grey
Pantone 446
CMYK: 60 / 40 / 40 / 60
RGB: 65 / 70 / 70
HEX: 414646
Colour is a powerful visual tool. Colours become
Brand Manual
associated with organisations when used
IWA blue
CMYK: 100 / 0 / 0 / 0
RGB: 0 / 174 / 239
HEX: 00AEEF
100% black
CMYK: 0 / 0 / 0 / 100
RGB: 0 / 0 / 0
HEX: 000000
consistently over time, building recognition
Usage of the different colour systems:
and awareness. Our colour palette creates a
memorable and consistent presentation across
all media.
The IWA primary colour palette is composed of
IWA grey, IWA blue, white, and black. Consistent
100 %
90 %
Pantone colours: Pantone is an established colour
system used in a variety of industries, primarily printing.
By standardizing the colours, different manufacturers in
different locations can all refer to the Pantone system to
80 %
verify the correct use of defined colours.
brand.
70 %
CMYK colours: Alternative colour values for print
When designing with the IWA colour palette, the
60 %
use of the primary colour palette unifies the
overall look of IWA and so strengthens the overall
White
CMYK: 0 / 0 / 0 / 0
RGB: 255 / 255 / 255
HEX: FFFFFF
are designated as CMYK values, often referred to
Cyan, Magenta, Yellow and Black combined in various
primary colour palette should be dominant. Use
the secondary colours only as accents and to
as four-colour process. The four CMYK colours are
50 %
percentages.
40 %
RGB colours and web-safe colours: Are used on
complement the primary colour palette.
applications where screen representation is required,
30 %
20 %
Event Manual
10 %
such as websites or PowerPoint, the colour is specified
through RGB values. RGB stands for Red, Green and
Blue. A colour system more
secure than RGB values is web-safe colours also known
as hexadecimal colours.
51
BRAND MANUAL » Our Brand Elements » IWA secondary colour palette
IWA secondary colour palette
Sublevel tints and usage
IWA purple
Pantone 2582
CMYK: 45 / 70 / 0 / 0
RGB: 149 / 97 / 168
HEX: 9561A8
The secondary colour palette consists mainly
Brand Manual
of bright, optimistic colours. We request
IWA orange
Pantone 1225
CMYK: 0 / 20 / 70 / 0
RGB: 255 / 212 / 120
HEX: FFD478
IWA green
Pantone 7480
CMYK: 82 / 0 / 74 / 0
RGB: 79 / 187 / 116
HEX: 4fbb73
IWA yellow
Pantone 7499
CMYK: 0/ 5 / 31 / 0
RGB: 255 / 238 / 187
HEX: FFEEBB
that you use it sparingly in communication
materials. These colours can help differentiate
information in tables and charts and are useful
to accentuate particular parts of graphics or
text segments.
When designing with the IWA colour palette,
the primary colour palette should be dominant.
100 %
80 %
60 %
Only the approved tints as illustrated
on this page should be used.
By standardizing the colours, different manufacturers in different locations can all refer to the Pantone system
to verify the correct use of defined colours.
CMYK colours: Alternative colour values for print are designated as CMYK values, often referred
to as four-colour process. The four CMYK colours are Cyan, Magenta, Yellow and Black combined
Use the secondary colours only as accents and
to complement the primary colour palette.
Pantone colours: Pantone is an established colour system used in a variety of industries, primarily printing.
40 %
in various percentages.
RGB colours and web-safe colours: Are used on applications where screen representation is
required, such as websites or PowerPoint, the colour is specified through RGB values. RGB stands
for Red, Green and Blue. A colour system more secure than RGB values is web-safe colours also
known as hexadecimal colours.
Event Manual
52
BRAND MANUAL » Our Brand Elements » IWA typeface colour palette
IWA typeface colour palette
Approved typeface colours
IWA grey
Pantone 446
CMYK: 60 / 40 / 40 / 60
RGB: 65 / 70 / 70
HEX: 414646
The typeface colour palette is composed of
Brand Manual
IWA grey, IWA blue, IWA dark blue, white, and
IWA blue
CMYK: 100 / 0 / 0 / 0
RGB: 0 / 174 / 239
HEX: 00AEEF
IWA dark blue
Pantone 648
CMYK: 95 / 65 / 0 / 55
RGB: 20 / 50 / 90
HEX: 14325A
black.
The use of this colour palette as illustrated
demonstrates the appropriate colour selections
for copy.
Pantone
100 %
By standardizing the colours, different manufacturers in different locations can all refer to the Pantone system
to verify
80 %
on this page may be used. Use 100%
colours when text is placed on a white
background.
colours: Pantone is an established colour system used in a variety of industries, primarily printing.
60 %
CMYK
the correct use of defined colours.
colours: Alternative colour values for print are designated as CMYK values, often referred to as four-
colour process. The four CMYK colours are Cyan, Magenta, Yellow and Black combined in various percentages.
40 %
RGB colours and web-safe colours: Are used on applications where screen representation is required, such
as websites or PowerPoint, the colour is specified through RGB values. RGB stands for Red, Green and Blue.
A colour system more secure than RGB values is web-safe colours also known as hexadecimal colours.
White
CMYK: 0 / 0 / 0 / 0
RGB: 255 / 255 / 255
HEX: FFFFFF
100% black
CMYK: 0 / 0 / 0 / 100
RGB: 0 / 0 / 0
HEX: 000000
Event Manual
53
BRAND MANUAL » Our Brand Elements » IWA Publishing secondary colour palette
IWA Publishing secondary colour palette
Sublevel tints and usage
The secondary colour palette consists of
Brand Manual
IWA orange
Pantone 1225
CMYK: 0 / 20 / 70 / 0
RGB: 255 / 212 / 120
HEX: FFD478
IWA purple
Pantone 2582
CMYK: 45 / 70 / 0 / 0
RGB: 149 / 97 / 168
HEX: 9561A8
bright, optimistic colours and should be used
IWA yellow
Pantone 7499
CMYK: 0/ 5 / 31 / 0
RGB: 255 / 238 / 187
HEX: FFEEBB
sparingly in communication materials. These
colours help differentiate information in tables
and charts, and are also useful to accentuate
particular areas in graphics or text segments.
Pantone colours:
100 % Pantone is an established colour system used in a variety of industries, primarily printing. By standardizing the
colours, different manufacturers in different locations can all refer to the Pantone system to verify the correct use of defined colours.
When designing with the IWA colour palette,
80 %
the primary colour palette should be dominant.
CMYK colours: Alternative colour values for print are designated as CMYK values, often referred to as four-colour process. The
Use the secondary colours as accents and to
60 % are Cyan, Magenta, Yellow and Black combined in various percentages.
four CMYK colours
complement the primary colour palette.
40 %web-safe colours: Are used on applications where screen representation is required, such as websites or
RGB colours and
on this page may be used.
PowerPoint, the colour is specified through RGB values. RGB stands for Red, Green and Blue. A colour system more secure than
RGB values is web-safe colours also known as hexadecimal colours.
IWA PUBLISHING green
Pantone 3282 C
CMYK: 100 / 0 / 50 / 20
RGB: 0 / 130 / 125
HEX: 00827D
!
estricted use: This is an
R
IWA Publishing colour only
Event Manual
100 %
80 %
60 %
40 %
54
BRAND MANUAL,
CORPORATE VISUAL IDENTITY
& EVENT MANUAL
Corporate
Visual Identity
CORPORATE VISUAL IDENTITY » What's inside » Table of contents – corporate visual identity
Table of contents – corporate visual identity
BRAND TOOL KIT..........................................................................
1
Brand Manual
SPREADING THE WORD
Advertising.. ................................................................................. 58
Advertising formats..................................................................... 59
Banner advertising...................................................................... 60
E-mailing..................................................................................... 61
Flashcard..................................................................................... 62
PROMOTIONAL LITERATURE
Brochure design – cover............................................................. 64
Brochure design – inside............................................................ 65
Brochure design – back.............................................................. 66
Flyers. . ......................................................................................... 67
Promotional posters.................................................................... 68
PRESENTING IWA
PowerPoint ® presentations – corporate or executive................ 70
PowerPoint ® presentations – events and subgroups.. ................ 71
BUSINESS STATIONERY
Business cards............................................................................ 73
E-mail template and signature.. .................................................. 74
IWA letterhead............................................................................ 75
Envelopes and compliments card.. .............................................. 76
Press release template. . .............................................................. 77
Quotation template. . .................................................................... 78
Internal memos.. .......................................................................... 79
EVENT MANUAL........................................................................... 80
Event Manual
56
CORPORATE VISUAL IDENTITY » Spreading the Word
02
Spreading
the Word
Brand Manual
Event Manual
Spreading the Word the Word
Spreading
CORPORATE VISUAL IDENTITY » Spreading the Word » Advertising
Advertising
DIN A5
Key elements and style
DIN A4
To be most effective, advertising should be simple, immediate,
Brand Manual
relevant and impactful to intrigue the reader. The core message of an
ad should be understood in seconds and should include a clear call
to action.
Design IWA adverts based on our six-column grid layout to maintain
consistency and recognisability, while maintaining a large degree of
design flexibility.
Fixed elements on advertisements include:
The logo in the bottom right-hand corner of the copy area
The main headline top left in line with the thin grey bar that should
run the full height of the headline
DIN A6
For conferences, place dates and venue directly underneath the
headline separated by a thin line
Place sub-headline and body copy in the white text box
One large image alone or in combination with four small detail
images as shown
The tagline bottom left with the web address underneath
Deviations from these designs require approval by the IWA
Event Manual
Marketing Department.
i Graphic designers can download sample layout files (InDesign) by clicking the image
58
CORPORATE VISUAL IDENTITY » Spreading the Word » Advertising formats
Advertising formats
DIN A5
Single page, double-page spread and
part-page formats
DIN A4
Brand Manual
For maximum flexibility, IWA adverts can be developed as a
single page, double-page spread or as part-page formats.
The examples shown accommodate both portrait and
landscape formats.
Set margins at 10 mm white space around all imagery
and text
If copy is placed within an image on the grid, allow for
a further margin of 10 mm around the copy
For layouts smaller than 160 mm width or height,
use a smaller 5 mm grid, and a six-column grid with
a 5 mm gutter
DIN A6
For layouts smaller than 160 mm width or height, use
a three-column grid
Facing double-page spreads should have the same
grid design
Event Manual
59
CORPORATE VISUAL IDENTITY » Spreading the Word » Banner advertising
Banner advertising
Vertical banner
Key elements, preferred style and formats
To be most effective, advertising should be simple, immediate, relevant
Brand Manual
and impactful to intrigue the reader. The core message of an ad should
be understood in seconds and should include a clear call to action. To
maintain a strong visual identity, banner ads should be consistent with
other communications pieces and, specifically with print advertising.
When animating banners, ensure that there is enough time between each
frame. Keep text to a minimum.
Use Akzidenz Grotesk BE Condensed and Akzidenz Grotesk BE
Condensed Bold for headlines and titling
Apply Akzidenz Grotesk BE with its different font styles (regular, italic,
bold, bold italic) for sub-headlines
Place the logo either at the bottom of the copy area, or to the right as
in the examples shown
Horizontal banner
Event Manual
60
CORPORATE VISUAL IDENTITY » Spreading the Word » E-mailing
E-mailing
HTML version
E-mailings should include the IWA branding elements such
Brand Manual
as logotype, Arial typeface, the IWA colour palette and
relevant imagery.
Distribute e-mailings as HTML files. Centrally produced
e-mailings can be translated to suit specific regional
Place image relevant to event
on top of e-mailing
needs. Third parties, e.g., conference organizers, may also
distribute e-mailings. For purposes of *integrity, mail only
to opt-in mailing lists. To enhance opening rate, the Sender
should be obvious and the Subject line compelling.
Headline
Font: Arial Bold
Colour: Black
Fixed elements on e-mailings should include:
The logo at the top of the copy area
A panoramic image underneath
The main headline top left underneath the image
Sub-headline 1
Font: Arial Bold
Colour: 100% Black
Individual news items placed left with short introductory
text with ‘more’ link to click through to full news item
Banners or further links can be placed to the right
Sub-headline 2
Font: Arial Bold
Colour: IWA blue
* Online mailing laws vary from country to country.
Event Manual
Banners
Place banners for events, publications etc.
in the right column of the e-mailing
61
CORPORATE VISUAL IDENTITY » Spreading the Word » Flashcard
Flashcard
Horizontal version
A flashcard is a short communication to promote an event
Brand Manual
or activity, a card with an announcement on one side and a
digital call to action on the backside through social media
or a QR code.
Design IWA flashcards based on our three-column grid
layout to maintain consistency and recognisability, while
maintaining a large degree of design flexibility.
Fixed elements on flashcards should include:
Vertical version
The logo in the bottom right-hand corner of the copy
area on portrait layouts, or top right of the copy area on
landscape layouts
The main headline top left in line with the thin grey bar
which should run the full height of the headline
For conferences, place dates and venue directly
underneath the headline separated by a thin line
Place social media contact details and QR codes on the
backside of the flashcard
Event Manual
62
CORPORATE VISUAL IDENTITY » Promotional Literature
03
Promotional
Literature
Brand Manual
Event Manual
Promotional
Promotional Literature Literature
CORPORATE VISUAL IDENTITY » Promotional Literature » Brochure design
Brochure design
Brand Manual
Front covers: location of key elements
and format
Theme:
Akzidenz Grotesk BE
Condensed Bold
Contents:
Akzidenz Grotesk BE
Condensed Bold
Consistency is of utmost importance – it enables us to
Sub-headline:
Akzidenz Grotesk BE
Type of brochure:
Akzidenz Grotesk BE,
Uppercase
create a unified brand message. Use impactful and relevant
Type of Event:
Akzidenz Grotesk BE
Condensed Bold
Theme:
Akzidenz Grotesk BE
Condensed Bold
Date & Location:
Akzidenz Grotesk BE
Bold, Uppercase
Topic of Brochure:
Akzidenz Grotesk BE
Condensed Bold
Contents:
Akzidenz Grotesk BE
Condensed Bold
Authors:
Akzidenz Grotesk BE,
Uppercase
imagery and headlines on brochure covers. The cover
should invite and compel the reader to open the brochure.
Design IWA brochures based on our six-column grid
maintaining a large degree of design flexibility. The standard
size for brochures is DIN A4.
Fixed elements on brochure covers include:
The logo in the top right-hand corner of the copy area
The main headline top left in line with the thin grey bar,
The name of the brochure or theme in the white text box
on the right
For conferences place dates and venue of conferences
directly underneath in the white text box on the right,
separated by a thin line
If required, place the web address bottom left
Event Manual
Corporate Brochure:
T he grey bar as a brand element is
repeated in front of the most important
headline throughout the IWA designs
T he large picture in combination with the
inset picture is used only for corporate
brochures
Events Brochure:
T he large image depicts something
characteristic of the location of the event;
the small images may show detail images
from the location of the event or the
technology addressed at the event
Technical Brochure, Programme & Reports:
T he large image depicts either the technology
of a technical brochure, the location of the
events programme or an image relevant to the
report; the small images show details from
topics within the brochure
i G raphic designers can download sample layout files
(InDesign) by clicking the image
64
Brochure design
Inside spreads: location of key elements
and format
Brand Manual
Apply the key branding elements consistently in brochures.
Use impactful and relevant imagery and headlines. Keep
body copy short and easy to read by breaking it up with
sub-headlines to maintain white space.
Design inside pages of IWA brochures based on our
six-column grid layout to maintain consistency and
recognisability, while maintaining a large degree of
Headline:
Akzidenz Grotesk BE
Condensed Bold
T he grey bar as a brand
element is repeated in front
of the most important
headline throughout the IWA
designs
If the headline is placed on
a dark colour, the grey bar
should be shown in IWA blue
Sub-headline:
Akzidenz Grotesk BE bold,
Uppercase
S ub-headline is placed
between two blue lines
Body Copy:
Akzidenz Grotesk BE Light
Quotes:
Akzidenz Grotesk BE bold,
Uppercase
design flexibility.
Fixed elements include:
The main headline, in Akzidenz Grotesk BE Condensed
Bold, aligned with the thin coloured bar. which should
run the full height of the headline
Place sub-headlines, in Akzidenz Grotesk BE bold
uppercase, between two thin blue lines running the full
length of the sub-headline
Place quotes, in Akzidenz Grotesk BE bold uppercase,
in the white text box as shown
Event Manual
65
Brochure design
Back covers: location of key elements
and format
Subgroup’s Logo
Brand Manual
Apply the key branding elements consistently on back
covers of brochures based on our six-column grid.
Logo
Fixed elements on brochure back covers include:
The logo in the top left-hand corner of the copy area
Address, phone
& email
Contact details in the blue text box
The tagline ‘inspiring change’ bottom left above
the watermark
The QR code and web address bottom right above
the watermark, which should bleed off the bottom
of the page
No deviations from these designs are permissible.
QR code & URL
Other Brochures:
On brochures other than corporate brochures, the address
block moves to the bottom, leaving enough space for content if
required. All other elements stay the same.
Tagline
Watermark
Event Manual
Corporate Brochure
i G raphic designers can download sample layout files
(InDesign) by clicking the image
66
CORPORATE VISUAL IDENTITY » Promotional Literature » Flyers
Flyers
Flyers can be used to promote an event or activity. Use relevant
Brand Manual
imagery and keep body copy limited. Flyers should have a clear
call to action.
Design IWA flyers based on our six-column grid layout to
maintain consistency and recognisability, while maintaining a
large degree of design flexibility.
Fixed elements on flyers include:
The logo bottom right-hand corner of the copy area
The main headline top left in line with the thin grey bar which
should run the full height of the headline
For conferences, place dates and venue in the white text
box as shown
One large image alone or in combination with four small
detail images as shown
Event Manual
67
CORPORATE VISUAL IDENTITY » Promotional Literature » Promotional posters
Promotional posters
For maximum impact, keep text to a minimum and use large
Brand Manual
relevant images. Promotional posters should have a clear
call to action.
Design IWA promotional posters based on our six-column
grid layout to maintain consistency and recognisability,
while maintaining a large degree of design flexibility. The
preferred size is DIN A2, the minimum size is DIN A3.
Fixed elements on promotional posters include:
The main headline top left in line with the thin grey bar
Place sub-headline and body copy in the white text box
on the right
Event Manual
68
CORPORATE VISUAL IDENTITY » Presenting IWA
04
Presenting
IWA
Brand Manual
Event Manual
Presenting IWA
Presenting
IWA
CORPORATE VISUAL IDENTITY » Presenting IWA » PowerPoint® presentations
PowerPoint presentations
®
Location of key elements: corporate or executive presentations
To maintain a consistent look and feel throughout every IWA corporate PowerPoint
Brand Manual
presentation, we have developed a variety of slide designs. These include visual
introductory pages, bullet point layouts and pie chart and bar chart slides.
Please note that PowerPoint presentations should not be exercises in collective
reading. We recommend that presenters confine themselves to the essential
messages and benefit statements to hold the viewers’ attention. Some guidelines
to consider:
Limit the presentation to the key points
Keep sentences short and easy to understand
Use illustrations and images when possible
Maintain a structure that is easy to follow
Vary the layout to hold attention
As shown, fixed elements on opening slides include:
The logo top right-hand corner
A relevant large image with a small detail image inset bottom right
The name of the presentation in reversed white in the blue box on the left
The date and venue of the presentation in uppercase
in the second blue box as shown
The tagline bottom left
Event Manual
Fixed elements on subsequent slides include:
The slide headline top left in uppercase.
i C lick the images to download
presentation files (PowerPoint)
Specialist group names or taglines in reversed white to the left in the blue bar
at the bottom of the page
The slide number bottom right
70
CORPORATE VISUAL IDENTITY » Presenting IWA » PowerPoint® presentations
PowerPoint presentations
®
Location of key elements: for events and subgroups
To maintain a consistent look and feel throughout every IWA PowerPoint
Brand Manual
presentation, we have produced a variety of slide designs. These include visual
introductory pages, bullet point layouts and pie chart and bar chart slides.
Please note that PowerPoint presentations should not be exercises in collective
reading. We recommend that presenters confine themselves to the essential
messages and benefit statements to hold the viewers’ attention. Some
guidelines to consider:
Limit the presentation to the key points
Keep sentences short and easy to understand
Use illustrations and images when possible
Maintain a structure that is easy to follow
Vary the layout to hold attention
As shown, fixed elements on opening slides include:
The logo top right-hand corner
A relevant large image
The name of the presentation in reversed white in the blue box on the right
The date and venue of the presentation in uppercase in the second blue box
Event Manual
Fixed elements on subsequent slides include:
The slide headline top left in uppercase.
Specialist group names or taglines in reversed white to the left in the blue bar
i C lick the images to download
presentation files (PowerPoint)
at the bottom of the page
The slide number bottom right
71
CORPORATE VISUAL IDENTITY » Business Stationery
05
Business
Stationery
Brand Manual
Event Manual
Business Stationery Stationery
Business
CORPORATE VISUAL IDENTITY » BUSINESS STATIONERY » Business cards
Business cards
20 mm
Location of key elements and format
To maintain consistency across the organisation, IWA
Brand Manual
business cards in all regions should follow the same
design, format and paper weight.
Fixed elements on IWA business cards include:
Name, Title
Social network contact details,
email address & website
The logo top right-hand corner of the copy area
Name and title left aligned as shown, with telephone
numbers underneath
Phone numbers in
pairs of two from left
Your Location
Akzidenz Grotesk BE Bold
Uppercase
Kerning: 50
8.5 pt
Place all online contact details such as e-mail, social
media, Skype details and web address in the blue box
Highlight your location in bold as shown with the thin
blue bar underneath
The design of the back-side of business cards is
standard for all personnel
Different Sites
Akzidenz Grotesk BE
Uppercase
Kerning: 50
6.5 pt
QR Code
24x24 mm
Dimensions
85 mm x 55 mm
3.35 x 2.165 inch
Minimum paper weight recommendations are 300 g/m2
or 82 lb.
Event Manual
Impact
16 pt
i G raphic designers can download template files (InDesign)
by clicking on the image
73
CORPORATE VISUAL IDENTITY » BUSINESS STATIONERY » E-mail template and signature
E-mail template and signature
Location of key elements
Brand Manual
To maintain consistency across the organisation, e-mail
signatures in all regions should follow the same format.
Email copy: Arial, 11 pt
Fixed elements on the e-mail signature include:
The name and title left aligned directly after the e-mail
body copy
Followed by telephone numbers and all online contact
details such as e-mail, social media, Skype details and
web address
Place the appropriate logo under the online details
followed by the address of the IWA headquarters
If required, place promotional banners after the HQ
address followed by the legal text
See example shown for guidance and specifications.
Name: Arial Bold, 11 pt
Phone numbers in pairs
of two from left
Logo: 20 mm width
(E xchange logo with
internal/special groups
logo where applicable)
Promotional banners after
contact information
Event Manual
Legal text at the bottom:
Arial, 8 pt
74
CORPORATE VISUAL IDENTITY » BUSINESS STATIONERY » IWA letterhead
IWA letterhead
With regional variations
Our corporate stationery is an important communications
Brand Manual
vehicle. To maintain consistency across the organisation,
IWA letterhead in all regions should follow the same basic
design and format with regional variations.
Fixed elements on the leading page of the IWA letterhead
include:
Highlight your location in bold directly below the logo,
with the thin blue bar underneath
The blue box, bottom right is reserved for the address
Different Locations
Akzidenz Grotesk BE
Uppercase
Kerning: 50
12 pt
Your Location
Akzidenz Grotesk BE
Uppercase
Kerning: 50
18 pt
and contact details of the IWA headquarters
Place the corporate web address directly under
the blue box
The corporate tagline ‘inspiring change’ bottom left
with the legal text underneath
Event Manual
Address, phone numbers
& email address, 8.5 pt
Impact, 11 pt
Legal Text, 7 pt
75
CORPORATE VISUAL IDENTITY » BUSINESS STATIONERY » Envelopes and compliments card
Envelopes and compliments card
With regional variations
C4 Envelope
IWA envelopes and compliments cards in all regions should
Brand Manual
follow the same basic design and format.
Compliment card
All elements on the IWA compliments cards are fixed
across the organisation with the exception of the regional
contact details within the blue box.
All design elements on the IWA envelope designs are fixed
across the organisation, but mailing and return addresses
may need to be regionalised to conform to local postal
guidelines.
You can download design files to allow personalisation for
regional printing if required.
C5 Envelope
Event Manual
by clicking on the images
76
CORPORATE VISUAL IDENTITY » BUSINESS STATIONERY » Press release template
Press release template
To maintain consistency across the organisation, the IWA press release
Brand Manual
template should be used.
The first paragraph of a press release should communicate who, why and
what, and should form a summary of the story. Remember, editors edit from
the bottom up, and the first paragraph should be able to stand on its own if
space is limited.
Communicate no more than three messages per press release, who, why
and what. Include contact details for further information, images or logos as
required. Make it easy for the editor to publish.
Fixed elements on IWA press releases include:
Select the appropriate template with your location highlighted in bold as
shown with the thin blue bar underneath
Place location and date top right above the blue line
The headline should be in uppercase under the blue line
Event Manual
77
CORPORATE VISUAL IDENTITY » BUSINESS STATIONERY » Quotation template
Quotation template
For events and sponsoring
To maintain consistency across the organisation, the IWA
Brand Manual
quotation template in all regions should follow the same
basic design and format.
Fixed elements on IWA quotations include:
Directly below the logo, your location should be
highlighted in bold with the thin blue bar underneath
The blue box, bottom right is reserved for the address
and contact details of the IWA headquarters
The corporate web address directly under the blue box
The corporate tagline ‘inspiring change’ bottom left with
the legal text underneath
Event Manual
78
CORPORATE VISUAL IDENTITY » BUSINESS STATIONERY » Internal memos
Internal memos
To maintain consistency across the organisation, IWA
Brand Manual
internal memos, in all regions should follow the same basic
design and format with regional variations.
Fixed elements on the leading page of IWA internal memos
include:
Directly below the logo, highlight your location in bold
with the thin blue bar underneath
The text ‘Internal Memo’ in IWA blue directly underneath
with a thin blue line running across the page to separate
the fixed elements from the content of the memo
The corporate web address bottom right, directly above
the legal text
The corporate tagline ‘inspiring change’ bottom left with
the legal text underneath
Event Manual
79
Event Manual
Event Manual
EVENT MANUAL » What's inside » Table of contents – event manual
Table of contents – event manual
BRAND TOOL KIT............................................................................. 1
CORPORATE VISUAL IDENTITY.................................................. 55
Brand Manual
CONFERENCES & EVENTS
Biennial congress........................................................................ 83
Leading-edge conference series................................................. 84
Specialist events......................................................................... 85
PRE-EVENT
Call for papers . . ........................................................................... 87
Event advertising. . ....................................................................... 88
Event posters. . ............................................................................. 89
Event postcards. . ......................................................................... 90
Programme.................................................................................. 91
Sponsorship brochure . . ................................................................ 92
E-mailing..................................................................................... 93
BOOTH & EVENT DESIGN
Aisle and decorative banners...................................................... 95
Pop-up booths............................................................................. 96
Directional signage.. .................................................................... 97
Event Manual
81
EVENT MANUAL » Conferences & Events
01
Conferences
& Events
Brand Manual
Event Manual
Conferences
Conferences & Events & Events
EVENT MANUAL » Conferences & Events » Biennial congress
Biennial congress
Destination promotion
To support the communications goals of the IWA Biennial
Brand Manual
Congress, consistency is of utmost importance – it enables
us to create a unified brand message across a wide range
of communications. A key focus for the IWA Biennial
Congress is to promote the venue. This should feature
prominently in the imagery selected. All promotional
material should have a clear call to action for prospective
participants whether to register attendance or download a
programme or a call for papers.
Design promotional material for the IWA Biennial Congress
based on our six-column grid layout to maintain consistency
and recognisability, while maintaining a large degree of
design flexibility.
Fixed elements on promotional materials include:
The name of the congress top left in line with the thin
grey bar, which should run the full height of the headline
The main headline or tagline for the congress and the
dates and venue in the white text box on the right,
Event Manual
The blue boxes on the right can be used to list sponsors
and/or organisers
83
EVENT MANUAL » Conferences & Events » Leading-edge conference series
Leading-edge conference series
Theme driven
To support the communications goals of the IWA’s LeadingBrand Manual
edge conferences, consistency is of utmost importance – it
enables us to create a unified brand message across a wide
range of communications. A key focus for the Leading-edge
conference series is to promote advances and developments
in water and wastewater technologies. This should feature
prominently in the imagery selected. All promotional material
should have a clear call to action for prospective participants
whether to register attendance or download a programme
or a call for papers.
Design promotional material for the Leading-edge series
based on our six-column grid layout to maintain consistency
and recognisability, while maintaining a large degree of
design flexibility.
The name of the conference top left in line with the thin
The main headline or tagline for the congress and the
Event Manual
dates and venue in the white text box on the right,
and/or organisers
84
EVENT MANUAL » Conferences & Events » Specialist events
Specialist events
Theme driven
To support the communications goals of our Specialist
Brand Manual
conferences, consistency is of utmost importance – it
enables us to create a unified brand message across
a wide range of communications. A key focus for our
Specialist events is to promote a specific theme. This
should feature prominently in the imagery selected. All
promotional material should have a clear call to action for
prospective participants whether to register attendance
or download a programme or a call for papers.
Design promotional material for our Specialist events based
on our six-column grid layout to maintain consistency and
recognisability, while maintaining a large degree of design
flexibility.
The main headline or tagline for the conference and
the dates and venue in the white text box on the right,
Event Manual
and/or organisers
85
EVENT MANUAL » Pre-event
02
Pre-event
Brand Manual
Event Manual
Pre-event
Pre-event
EVENT MANUAL » Pre-event » Call for papers
Call for papers
The call for papers is the first opportunity to promote the
Brand Manual
theme and venue for our conferences. For maximum impact,
keep text to a minimum and use large relevant images.
There should be a clear call to action.
Design the call for papers based on our six-column grid
maintaining a large degree of design flexibility.
Fixed elements on call for papers include:
The logo in the bottom right-hand corner of the copy
area
Place dates and venue of conferences in the white text
box on the right directly underneath the text ‘Call for
Papers’ separated by a thin line
Place the name of the organiser or internal group in the
blue text box on the right
If required, place logos of co-organisers bottom left of
the page aligned with the IWA logo
Event Manual
87
EVENT MANUAL » Pre-event » Event advertising
Event advertising
To be most effective, advertising should be simple, immediate,
Brand Manual
relevant and impactful to intrigue the reader. The core message of an
ad should be understood in seconds and should include a clear call
to action.
Design IWA event adverts based on our six-column grid layout to
maintain consistency and recognisability, while maintaining a large
degree of design flexibility.
Fixed elements on advertisements include:
The main headline top left in line with the thin grey bar, which
Dates and venue of conferences directly underneath the headline
Event Manual
88
EVENT MANUAL » Pre-event » Event poster
Event poster
To maintain a strong visual identity, posters and any large-format
Brand Manual
graphics should be consistent with other communications pieces
developed for an event. For maximum impact, keep text to a minimum
and use large relevant images. There should be a clear call to action
such as to register or submit a paper.
Design IWA event posters based on our six-column grid layout to
Fixed elements on event posters include:
One large image alone or in combination with four small detail
images as shown
If required, place logos of sponsors underneath the images
Event Manual
89
EVENT MANUAL » Pre-event » Event postcards
Event postcards
Horizontal Postcard
To maintain a strong visual identity, event postcards should be
Brand Manual
consistent with other communications pieces developed for an
event. For maximum impact, keep text to a minimum and use large
relevant images. There should be a clear call to action for prospective
participants to register attendance or to download a programme.
Design IWA event postcards based on our six-column grid layout to
Vertical Postcard
Fixed elements on event postcards include:
The logo in the bottom right-hand corner of the copy area on
portrait layouts, or top right of the copy area on landscape layouts
Event Manual
Back of Postcard
90
EVENT MANUAL » Pre-event » Programme
Programme
Preliminary and final
To maintain a strong visual identity, programmes should be
Brand Manual
consistent with other communications pieces developed for
an event. Use impactful and relevant imagery on programme
covers. The cover should invite and compel the reader to
open the programme.
Design programmes based on our six-column grid layout to
maintain consistency and recognisability, while maintaining
a large degree of design flexibility.
Fixed elements on programme covers include:
Dates and venue of conferences in the white text box
on the right directly underneath the text ‘Conference
Programme’ separated by a thin line
and/or organisers
Event Manual
91
EVENT MANUAL » Pre-event » Sponsorship brochure
Sponsorship brochure
Preliminary and final sponsorship brochures
Sponsorship brochures should reflect the event’s theme
Brand Manual
and encourage prospective sponsors to get involved in the
event. Use impactful and relevant imagery on the brochure
cover. The cover should invite and compel the reader to
open the brochure.
Design sponsorship brochures based on our six-column
grid layout to maintain consistency and recognisability,
while maintaining a large degree of design flexibility.
Fixed elements on sponsorship brochure covers include:
The name of the brochure in the white text box on the right
Dates and venue of the conference in the white text box
on the right directly underneath, separated by a thin line
The name of the organiser or internal group in the blue
text box on the right
If required, place logos of co-organisers bottom left of
the page aligned with the IWA logo
Event Manual
92
EVENT MANUAL » Pre-event » E-mailing
E-mailing
HTML version
E-mailings should include the IWA branding elements such
Brand Manual
as logotype, Arial typeface, the IWA colour palette and
relevant imagery.
Distribute e-mailings as HTML files. Centrally produced
e-mailings can be translated to suit specific regional
Place image relevant to event
on top of e-mailing
needs. Third parties, e.g., conference organizers, may also
distribute e-mailings. For purposes of *integrity, mail only
to opt-in mailing lists. To enhance opening rate, the Sender
should be obvious and the Subject line compelling.
Headline
Font: Arial Bold
Colour: Black
Fixed elements on e-mailings should include:
The logo at the top of the copy area
A panoramic image underneath
The main headline top left underneath the image
Sub-headline 1
Font: Arial Bold
Colour: 100% Black
Individual news items placed left with short introductory
text with ‘more’ link to click through to full news item
Banners or further links can be placed to the right
Sub-headline 2
Font: Arial Bold
Colour: IWA blue
* Online mailing laws vary from country to country.
Event Manual
Banners
Place banners for events, publications etc.
in the right column of the e-mailing
93
EVENT MANUAL » Booth & Event Design
03
Booth &
Event Design
Brand Manual
Event Manual
Booth & Event Design
Booth & Event
Design
» Aisle and decorative banners
Aisle and decorative banners
To maintain a strong visual identity, banners should be
Brand Manual
consistent with other communications pieces developed
for an event. Banners can be used to designate aisles or as
decoration. For maximum impact, keep text to a minimum
and use large relevant images.
Design exhibition banners based on our six-column grid
maintaining a large degree of design flexibility. When
designing banners keep physical placement in a hall or room
in mind. Avoid placing key messaging too low or too high.
Fixed elements on exhibition banners include:
The main headline top left in line with the thin grey bar,
The conference theme in the white text box on the right
Sub-headline directly underneath separated by a thin line
One large image in combination with four small detail
images or one offset image to the right as shown
Body copy and bullets on white to ensure legibility
Event Manual
A QR code bottom right-hand corner
Deviations from these designs require approval by the
i G raphic designers can download sample layout files (InDesign) by clicking the image
IWA Marketing Department.
95
» Pop-up booths
Pop-up booths
To maintain a strong visual identity, pop-up booth graphics should be
Brand Manual
consistent with other communications pieces developed for an event. For
maximum impact, keep text to a minimum and use large relevant images.
Design pop-up booth graphics, based on our six-column grid layout to
maintain consistency and recognisability, while maintaining a large degree of
design flexibility. Due to the large proportion of through traffic at conferences
it is important to ensure that key messaging and graphics are placed above
or at eye level. Avoid placing key messaging too low or too high.
Physical dimensions vary between pop-up booth manufacturers; check
dimensions before designing artwork. The downloadable layout files supplied
are based on the dimensions 4 m x 3 m PopUp Elite – 6 Panels.
Fixed elements on pop-up booth graphics include:
The main headline top left in line with the thin grey bar, which should run
the full height of the headline
The conference theme in the white text box on the right
Sub-headline directly underneath separated by a thin line
One large image in combination with four small detail images or one
Event Manual
offset image to the right as shown
Body copy and bullets on white to ensure legibility
The web address placed vertical on the curved side panels
96
» Directional signage
Directional signage
To maintain a strong visual identity, directional signage
Brand Manual
should be consistent with other communications pieces
developed for an event. For maximum impact, keep text to a
minimum and use large relevant images.
Design directional signage, based on our six-column grid
maintaining a large degree of design flexibility. When
designing signage keep physical placement in a hall or
room in mind. Avoid placing key messaging too low or too
high.
Fixed elements on directional signage include:
The location in large reversed white text on one
large image
and/or organisers
Event Manual
Deviations from these designs require approval by the
IWA Marketing Department.
97

Brand Tool Kit - International Water Association

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