Leveraging and Protecting the NATE Brand

Transcription

1 Identity Guidelines

2 Leveraging and Protecting the NATE Brand As the nation s largest non-profit certification organization for heating, ventilation, air conditioning and refrigeration technicians, North American Technician Excellence (NATE) has been recognized for quality since The NATE logo is a visual representation of our brand, and as a certification organization, proper usage is key to increasing awareness for what we do: Certifying the finest in HVACR. Our brand reaches a broad range of audiences contractors, manufacturers, technicians, testing organizations, training partners and utilities and our logo can be used in an array of applications, from print advertising and collateral to clothing and Web sites. As a result, these guidelines have been created for all of our stakeholders to best leverage (and protect) the NATE brand through correct and consistent logo usage. If you have any questions about using the NATE logo, please reference the Questions section of these guidelines. 1

3 The Basic NATE Logo The Basic NATE Logo is used when identifying North American Technician Excellence (NATE) and is available in two formats: the 3D Preferred Logo and the 2D Limited-Color Logo. While these logos are intended primarily for NATE, variations for our industry partners have been made available and are discussed later in these guidelines. 3D PREFERRED LOGO This is the preferred NATE logo format and is recommended for a broad range of media, from fourcolor and grayscale printing to online applications. Available in JPEG and EPS formats. NATE_3D_CMYK.eps NATE_3D_CMYK.jpg NATE_3D_K.eps NATE_3D_K.jpg 2D LIMITED-COLOR LOGO While use of the 3D format is preferred, there may be instances when four-color or halftone printing is not an option. In such instances, the 2D Limited-Color Logo may be used. Available in EPS format. NORTH AMERICAN TECHNICIAN EXCELLENCE CERTIFYING THE FINEST IN HVACR NORTH AMERICAN TECHNICIAN EXCELLENCE CERTIFYING THE FINEST IN HVACR NATE_2D_268_114.eps NATE_2D_268.eps 2

4 Minimum Size/Clear Space MINIMUM CLEAR SPACE The recommended clear space on all sides of the logo should be no less than the width of the N in NATE. Text, other logos, complicated background images and the outer edges of the document must not intrude into the clear space. See Incorrect Usage for an example. 1x 1x MINIMUM SIZE For the purpose of readability, the NATE logo should never be reproduced smaller than in height and width. 3

5 Incorrect Usage The integrity and value of the NATE logo relies upon strict adherence to the standards set forth in these guidelines. The following are examples of how NOT to use the logo and are prohibited. Page 14 offers NATE marketing contact information if you have any concerns about logo usage. Certified Technician NEVER show the logo without the outer type. DO NOT skew or stretch the logo. DO NOT add any other positioning lines, taglines or slogans. DO NOT surround logo with a border. DO NOT display the logo at less than 100% opacity. DO NOT place the logo within any additional graphic device. DO NOT alter the logo colors. DO NOT crop the logo. DO NOT place logo on a background color that makes readability difficult. 4 Form

6 Base Color Builds The NATE logo is based upon the following colors: Nate Purple Nate Yellow Nate Black PMS 268 CMYK: 82/100/0/12 RGB: 79/38/131 HEX: 4F2683 PMS 114 CMYK: 0/8/73/0 RGB: 255/227/99 HEX: FFE363 Pantone Black CMYK: 0/0/0/100 RGB: 0/0/0 HEX:

7 Associated Fonts The choice of typeface influences the voice, personality and character of NATE and must be flexible enough to support the needs of a diverse set of design requirements. To support our brand vision, we have selected Univers as the primary font family for content stylization in our marketing communications materials. Primary Font With a variety of widths and weights, Univers is available for license on both Mac and PC platforms. In situations where Univers cannot be used such as on a Web site Arial, Helvetica or a similar sansserif font may be substituted. Univers Light 45 Univers Light Oblique Univers 55 Univers Oblique Unvers Bold 65 Univers Bold Oblique Univers Black 75 Univers Black Oblique ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijk lmnopqrstuvwxyz Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Secondary Font Condensed and extended versions of Univers are available, but use of the primary font is preferable. Univers Condensed 57 Univers Condensed Oblique Univers Condensed Bold 67 Univer Condensed Bold Oblique Univers Ext 53 Univers Ext Oblique Univers Bold Ext 63 Univers Bold Ext Oblique ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijk lmnopqrstuvwxyz Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. NATE Logo Font Myriad Roman is used exclusively within the NATE logo and is generally not utilized for any other purpose in NATE marketing communications materials. Myriad Roman 6

8 The NATE Logo for Industry Partners Multiple trade audiences use the NATE logo from contractors and manufacturers to training partners, testing facilities and utility companies. In order to best support each NATE industry partner, individual logos have been created with targeted messaging that supports each organization. The following pages illustrate the proper usage and available formats for each partner group. Proctors/Testing Facilities Training Partners Manufacturers Utilities Contractors 7

9 NATE Partner Logos: PROCTORS/TESTING FACILITIES 3D PREFERRED LOGO This is the preferred NATE Proctors/Testing Facilities partner logo format and is recommended for a broad range of media, from fourcolor and grayscale printing to online applications. Available in JPEG and EPS formats. NAT_TEST_3Dh_cmyk.eps NAT_TEST_3Dh_cmyk.jpg NAT_TEST_3Dv_cmyk.eps NAT_TEST_3Dv_cmyk.jpg NAT_TEST_3Dv_k.eps NAT_TEST_3Dv_k.jpg NAT_TEST_3Dh_k.eps NAT_TEST_3Dh_k.jpg 2D LIMITED-COLOR LOGO While use of the 3D format is preferred, there may be instances when four-color or halftone printing is not an option. In such instances, the 2D Limited-Color Logo may be used. Available in EPS format. APPROVED TESTING FACILITY NAT_TEST_2Dh_268_114.eps NAT_TEST_2Dv_268_114.eps NAT_TEST_2Dv_268.eps NAT_TEST_2Dh_268.eps MINIMUM SIZE REQUIREMENTS The partner logo should never be reproduced smaller than the dimensions shown here. The white rectangular box is part of the partner logo and must always be included. Ample space should be given around all edges of the logo when placed in a layout. 3/4" 1" 8

10 NATE Partner Logos: TRAINING PARTNERS 3D PREFERRED LOGO This is the preferred Training partner logo format and is recommended for a broad range of media, from fourcolor and grayscale printing to online applications. Available in JPEG and EPS formats. NAT_TRNG_3Dh_cmyk.eps NAT_TRNG_3Dh_cmyk.jpg NAT_TRNG_3Dv_cmyk.eps NAT_TRNG_3Dv_cmyk.jpg NAT_TRNG_3Dv_k.eps NAT_TRNG_3Dv_k.jpg NAT_TRNG_3Dh_k.eps NAT_TRNG_3Dh_k.jpg 2D LIMITED-COLOR LOGO While use of the 3D format is preferred, there may be instances when four-color or halftone printing is not an option. In such instances, the 2D Limited-Color Logo may be used. Available in EPS format. NAT_TRNG_2Dh_268_114.eps NAT_TRNG_2Dv_268_114.eps NAT_TRNG_2Dv_268.eps NAT_TRNG_2Dh_268.eps MINIMUM SIZE REQUIREMENTS The partner logo should never be reproduced smaller than the dimensions shown here. The white rectangular box is part of the partner logo and must always be included. Ample space should be given around all edges of the logo when placed in a layout. 3/4" 1" 9

11 NATE Partner Logos: MANUFACTURERS 3D PREFERRED LOGO This is the preferred Manufacturer partner logo format and is recommended for a broad range of media, from four-color and grayscale printing to online applications. Available in JPEG and EPS formats. NAT_MANF_3Dh_cmyk.eps NAT_MANF_3Dh_cmyk.jpg NAT_MANF_3Dv_cmyk.eps NAT_MANF_3Dv_cmyk.jpg NAT_MANF_3Dv_k.eps NAT_MANF_3Dv_k.jpg NAT_MANF_3Dh_k.eps NAT_MANF_3Dh_k.jpg 2D LIMITED-COLOR LOGO While use of the 3D format is preferred, there may be instances when four-color or halftone printing is not an option. In such instances, the 2D Limited-Color Logo may be used. Available in EPS format. WE ENCOURAGE NATE CERTIFICATION WE ENCOURAGE NATE CERTIFICATION NAT_MANF_2Dh_268_114.eps NAT_MANF_2Dv_268_114.eps NAT_MANF_2Dv_268.eps NAT_MANF_2Dh_268.eps MINIMUM SIZE REQUIREMENTS The partner logo should never be reproduced smaller than the dimensions shown here. The white rectangular box is part of the partner logo and must always be included. Ample space should be given around all edges of the logo when placed in a layout. 3/4" 1" 10

12 NATE Partner Logos: UTILITIES 3D PREFERRED LOGO This is the preferred Utilities partner logo format and is recommended for a broad range of media, from fourcolor and grayscale printing to online applications. Available in JPEG and EPS formats. NAT_UTIL_3Dh_cmyk.eps NAT_UTIL_3Dh_cmyk.jpg NAT_UTIL_3Dv_cmyk.eps NAT_UTIL_3Dv_cmyk.jpg NAT_UTIL_3Dv_k.eps NAT_UTIL_3Dv_k.jpg NAT_UTIL_3Dh_k.eps NAT_UTIL_3Dh_k.jpg 2D LIMITED-COLOR LOGO While use of the 3D format is preferred, there may be instances when four-color or halftone printing is not an option. In such instances, the 2D Limited-Color Logo may be used. Available in EPS format. WE RECOMMEND NATE-CERTIFIED TECHNICIANS WE RECOMMEND NATE-CERTIFIED TECHNICIANS NAT_UTIL_2Dh_268_114.eps NAT_UTIL_2Dv_268_114.eps NAT_UTIL_2Dv_268.eps NAT_UTIL_2Dh_268.eps MINIMUM SIZE REQUIREMENTS The partner logo should never be reproduced smaller than the dimensions shown here. The white rectangular box is part of the partner logo and must always be included. Ample space should be given around all edges of the logo when placed in a layout. WE RECOMMEND NATE-CERTIFIED TECHNICIANS 3/4" WE RECOMMEND NATE-CERTIFIED TECHNICIANS 1" 11

13 NATE Partner Logos: CONTRACTORS 3D PREFERRED LOGO This is the preferred Contractors partner logo format and is recommended for a broad range of media, from four-color and grayscale printing to online applications. Available in JPEG and EPS formats. NAT_CONT_3Dh_cmyk.eps NAT_CONT_3Dh_cmyk.jpg NAT_CONT_3Dv_cmyk.eps NAT_CONT_3Dv_cmyk.jpg NAT_CONT_3Dv_k.eps NAT_CONT_3Dv_k.jpg NAT_CONT_3Dh_k.eps NAT_CONT_3Dh_k.jpg 2D LIMITED-COLOR LOGO While use of the 3D format is preferred, there may be instances when four-color or halftone printing is not an option. In such instances, the 2D Limited-Color Logo may be used. Available in EPS format. WE EMPLOY NATE-CERTIFIED TECHNICIANS WE EMPLOY NATE-CERTIFIED TECHNICIANS NAT_CONT_2Dh_268_114.eps NAT_CONT_2Dv_268_114.eps NAT_CONT_2Dv_268.eps NAT_CONT_2Dh_268.eps MINIMUM SIZE REQUIREMENTS The partner logo should never be reproduced smaller than the dimensions shown here. The white rectangular box is part of the partner logo and must always be included. Ample space should be given around all edges of the logo when placed in a layout. 3/4" 1" 12

14 NATE Logo for Technician Uniform Usage The NATE symbol is recognized by the industry and growing numbers of consumers as the mark of technician excellence. NATE-certified technicians have proven they have the knowledge to be the best, and have earned the honor to wear the distinctive NATE patch. Proper display of the certification patch and service/installation specialty chevrons is key to reinforcing certification to consumers. NATE CERTIFICATION PATCHES There are three certification patches available to technicians: NATE-Certified Heating & Cooling Professional NATE-Certified Refrigeration Professional NATE-Certified Efficiency Analyst Professional These patches are preferably displayed on the front shirt pocket, opposite technician name/company as shown here. Company Name Roger NATE SERVICE CHEVRON The NATE service chevron is worn in combination with the certification patch, the preferred placement is on the left arm as shown here. Technicians may choose to display their chevrons in order of attainment or alphabetical order. Company Name Roger NATE INSTALLATION CHEVRON The NATE installation chevron is worn in combination with the certification patch, the preferred placement is on the right arm as shown here. Technicians may choose to display their chevrons in order of attainment or alphabetical order. 13

15 Questions? If you have any questions, or are encountering a situation involving the NATE logo that may result in an exception to these guidelines, please contact NATE. DANA ANAMAN NATE Marketing/Communications Specialist 2111 Wilson Blvd Suite 510 Arlington, VA danaman@natex.org Phone: Fax: Copyright 2010, North American Technician Excellence, Inc. 14