Two logo versions The preferred version of the logo should always be used where possible. Only use the one-line version when space does not allow for the preferred version. CWT logos Preferred logo The name Carlson Wagonlit Travel is always accompanied by a red pictogram wave. These elements are inseparable with fixed proportions and they cannot be changed or redesigned. CWT Teal The logo uses CWT Teal and CWT Red (see page 7) CWT Red Secondary one-line logo Old logos (not be used any more)
Color version CWT logos The color version of our logo is our primary logo and we should always try to use it on all CWT communications, products and web interfaces. Black and white version Only use this version when we can t use our color logo and have to work with white/light backgrounds with low contrast. It should rarely be used, especially for external audiences. White version (example on visual) Only use this version when we can t use our color logo and have to work with mid-dark colored backgrounds with low contrast. It should rarely be used, especially for external audiences. Minimum size 17 mm (0.7 inches) 25 mm (1 inch)
Rules Logo protection area To preserve the logo s impact, a minimum of blank space must be left surrounding it. These spaces are determined by using the wave as a measuring unit. Whenever possible, it is recommended that the space surrounding the logo is as large as possible. With the one-line logo, the minimum white space on the bottom is one half wave. (one wave around the three-line logo) (one wave around the one-line logo except below, the protection area is one half wave)
Logo - don ts Avoid making these mistakes with the CWT logo Color version on colored background Insufficient contrast Respect the protection area and avoid putting logo in boxes or shapes Color version on dark background Color version on colored background Shadowed Wrong color Wrong color Outlined Combination of red wave and white text unauthorized Wave is wrong color Wave is not 100% black Outline style on the wave
CWT Teal is the company s primary color. CWT brand color palette Primary color CWT Teal Pantone CMYK RGB HEX 320 C C100 M0 Y40 K0 R0 G152 B161 0098A1 Our secondary colors are designed to support the primary color, not replace it. Always try to ensure that CWT Teal is our dominant color, or most consistent throughout a document. Secondary colors CWT Red 485 C C0 M100 Y100 K0 R226 G0 B26 E2001A CWT Orange Use of white backgrounds strengthens our brand colors. Shades of these colors are permissible for occasional use. Please see our separate CWT Digital Guidelines for specific details on color use for web, mobile and other digital uses. CWT Magenta CWT Violet 021 C C0 M50 Y100 K0 R242 G148 B0* F29400* Pro Magenta C* C0 M100 Y0 K0* R209 G0 B116 D10074* 2725 C C72 M72 Y0 K0 R104 G80 B158 68509E CWT Blue 2995 C C80 M10 Y0 K0 Ro G170 B228 00AAE4 CWT Grey Cool Grey 9C* C0 M0 Y0 K70* R111 G111 B111* 6F6F6F* *updated color codes Nov 2015
Using CWT typefaces (fonts) is important to help people recognise our brand. Avoid using other typefaces We normally only write body copy in the following colors: Black CWT Dark Grey CWT Teal White Other brand colors may be used for headlines and sub-heads Typefaces FORMATA REGULAR: Formata Regular is our preferred typeface. Other weights of Formata can also be used if needed. Formata should be used for headlines and body text for professional design and it is used in our logo. TUNGSTEN MEDIUM: Tungsten Medium can be used for sub-headings in uppercase with an eight word limit for each use. VERDANA: Verdana should be used for HTML and Microsoft Office documents (and where Formata is not available). Formata and Tungsten should generally not be used in these instances as they are not common fonts and therefore will not display correctly. HELVETICA: Helvetica Neue can be used only if designing specifically for mobile or other small screens and if Verdana s width causes significant legibility, layout, or user experience issues.