Atmospheric & Space Technology Research Associates Visual Identity and Standards Guide

Atmospheric & Space Technology Research Associates Visual Identity and Standards Guide

TABLE OF CONTENTS Foreword... v Introduction ASTRA Space... 9 Logo Development... 10 In ASTRA s Orbit... 11 Logomarks Logo_Variants... 12 Logo_Clear Space... 14 Logo_Incorrect Uses... 15 Branding Color... 20 Gradients... 21 Typography... 22 Imagery... 23 Application Logo_Best Practices... 26 Logo_Incorrect Use... 27 Application_Outreach... 28 Application_Corporate... 29 Application_Assets... 30

Fall 2018 Dear ASTRA Family, This guide books has been developed for posterity of the company and for generations to come. It is my hope that this brand become known intergalactically. Until that day comes, the ASTRA brand will serve those of our immediate surrounding stratosphere. Today and always, the ASTRA name will remain synonymous with advancement. To me, ASTRA means that science and technology will always remain a top priority. Earth is changing. The people on this planet are changing. Since the beginning of time, the human race has always looked toward the future. ASTRA is no different. Please care for this brand guide to ensure that the ASTRA spirit remains firmly planted on whatever soil that may be. I ask that the rules and recommendations found within these pages be embraced. If changes may occur, and I hope they do, be sure that the forward-thinking mentality of ASTRA remain intact. With our eyes and minds fixed on the heavens, let us not forget from whence we came. Sincerely, Chris Walker Brand Architect iv v

INTRODUCTION ASTRA Space... 9 Logo Development... 10 In ASTRA s Orbit... 11

ASTRA SPACE Atmospheric & Space Technology Research Associates, or ASTRA, is an earthbased organization specializing in research of our solar system. Rockets and satellites are manufactured and used to inform earth of weather patterns happening in our immediate solar system. This information is used to inform and protect vital services around the global. The values and core creative concept are based on ASTRA s vision and mission. All four of these items are vital in creating a visual identity that aligns with the company and its audience. VISION We help our customers mitigate potentially catastrophic disruptions to communications, navigation, surveillance, power grids, and pipelines. MISSION We design, develop, build and deploy novel ground-based and space-based instrumentation and sophisticated computer models, which are used by our customers for space weather monitoring and other specialized applications to help mitigate potentially catastrophic disruptions to their vital systems. VALUES Advancement Collaboration Investigation Proactive CORE CREATIVE CONCEPT The earth and life upon this planet depends on the universe in which it is situated. The atmosphere and life here on earth is dependent on space. 8 9

LOGO DEVELOPMENT IN ASTRA S ORBIT The ASTRA Space logo mark has been designed with consideration of fellow earthbased intergalactic organizations. This is to ensure that ASTRA will not only meet, but exceed public perception in comparison to related organizations. 10 11

LOGOMARKS Logo_Variants... 12 Logo_Sectors... 14 Logo_Safety Space... 15

LOGO_VARIANTS Top Primary logo, full lockup, full-color, Best Use: Outreach Middle Primary logo, full lockup, one-color, Best use Corporate Bottom Left Pictorial mark, full-color, Best use Outreach Bottom Right Pictorial mark, one-color, Best use Corporate Top Left Main lettermark, Best use Informal Top Right Vertical lettermark, flat, Best use Mixed-use, informal Middle Lettermark, shortened, one-color, Best use Informal Bottom Primary lettermark, full name, one-color, Best use Formal Atmospheric Space & Technology Research Associates 14 15

LOGO_SECTORS As the ASTRA brand grows, it is important that unity be established between various locations, offices, and so forth. When appropriate in the corporate setting, be aware of the standards set forth. LOGO_CLEAR SPACE When applying the logo to any medium, it is important to leave appropriate spacing around the mark. With any logo variation used, safety space must be, at a minimum, twice the size of the logo. In the majority of applications, the informal, flat pictorial and typographic lockup is appropriate. When identifying the ASTRA name in full, or identifying specific locations and organizations, refer to the proper formal logo use as illustrated below. 2x 1x 2x 1x 1x Atmospheric Space & Technology Research Associates 2x 1x 2x Atmospheric Space & Technology Research Associates 2x 1x 2x Boulder Headquarters 1x 1x Atmospheric Space & 2x 1x 2x Technology Research Associates Propulsion Division Alameda, CA, USA, Earth 16 17

BRANDING Color... 20 Gradients... 21 Typography... 22 Imagery... 23

COLORS The primary color palette is intended primarily for digital products created by ASTRA. Such an example of application would be in circulating a social media post or creating a presentation. Gradients are not to be replicated or used in any application outside of the primary logo. GRADIENTS The full-color ASTRA pictorial mark is a proprietary gradient. The information here is to be used when replication is necessary. Do not apply this gradient to any other of the ASTRA marks. Do not alter this gradient in any other manner. If gradients will be applied in any other manner, use this as a reference. The secondary color palette can be used in part with the primary color palette. It is preferred that the ASTRA wordmark be represented in secondary colors only. This color palette is to be used for physical products made by ASTRA Space. Such products could include ASTRA-made rockets and satellites. Additionally, physical products such as wayfinding will employ the secondary color palette. #07A2EC Please take note of coated and uncoated colors. This is an additional level of accent to the design system. Always strive for high contrast designs. -67.6 Primary Color Palette Pantone 300 C Pantone Violet C Pantone Cool Gray 7 C RGB 255, 255, 255 #5943EC RGB 18, 149, 216 RGB 119, 88, 179 RGB 151, 153, 155 CMYK 0, 0, 0, 0 CMYK 100, 35, 0, 0 CMYK 52, 60, 0, 0 CMYK 20, 14, 12, 40 HTML #FFFFFF HTML #006EB6 HTML #7758B3 HTML #97999B Secondary Color Palette #411FD2-41.8 Pantone 289 U Pantone 1795 U RGB 40, 40, 40 RGB 12, 35, 64 RGB 210, 39, 55 CMYK 30, 30, 30, 80 CMYK 100, 76, 12, 79 CMYK 0, 96, 93, 2 HTML #282828 HTML #0C2340 HTML #D22630 #A430EC 20 21

TYPOGRAPHY Headlines are to be set in Eurostile Extended Black. Body text is to be set in Avenir Next Regular. In any application, headlines will be no less than 35% larger in size of body copy. Body text is preferred at 12 pt/22 pt. Headlines are to be typeset in all caps only. Copy is case sensitive. Special considerations for special characters : replaced with _ ( and ) replaced with [ and ] The ASTRA logo is derived from the Magistral type family. It is a proprietary lockup and should only be used as such. Never type out the logo. Never use the logo as header text. IMAGERY ASTRA is all about the planet earth and its relation to the universe. This means the brand remains focused on all that is on earth and all that surrounds it. When it comes time to creating and selecting pictures to represent the brand, please consider the following recommendations: Pictures should show the relationship between man and nature. This could mean using pictures of rockets, satellites, hikers, etc. Ensure that the main focus on the environment rather than the people. Showcase the technology that ASTRA is developing and launching. Show the beauty of how space weather can interact with life on earth. This can include cosmic phenomenons such as the Milky Way or the Northern Lights. ASTRA SPACE 22 23

APPLICATION Logo_Best Practices... 26 Logo_Incorrect Use... 27 Application_Outreach... 28 Application_Corporate... 29 Application_Assets... 30

LOGO_BEST PRACTICES The ASTRA brand design system has been created to ensure cohesion no matter the medium the brand is applied to. Below are some examples of how the brand can be applied according to the branding system. LOGO_INCORRECT USE Consistency in logo use is important to maintain a universal brand. The logo in any of its forms should not be altered in any way as would deviate from the brand standards. Below are a examples illustrating incorrect alterations. It is OK to use the primary logo as a stand-alone image. It is not OK to rotate the logo in anyway. Do not overlay this logo atop a secondary color. Outside the primary logo, the use of gradients is not within the brand standards. Do not modify the coloring of the primary logo form. The use of imagery is encouraged. Using imagery to create a texture inside the logo is not approved. Textures in any form are not to be used. The color shown here is not within the brand standards. This is an incorrect use of colors. Do not deviate from color branding as outlined. Do not alter the spacing or alignment of the text logo. Do In any of it s forms, do not change the aspect ratio of the logo. This includes stretching and expanding. While a white logo variation is with the bounds of the brand standards, outlining the logo in any way is not acceptable. The wordmark is appropriate in small-scale applications. Do not rearrange the letters in order to fit a small space. Do not simplify the logo s form. If simplification is required, use the secondary logo in either pictorial or word mark form. Do not rotate the logo. The wordmark logo is available in both horizontal and vertical alterations. Either of these forms can be used depending on intended application. not use more than one color. Do not use unapproved colors. 26 27

APPLICATION_OUTREACH APPLICATION_CORPORATE In all public outreach brand application, the use of the full-color gradient pictorial Internal application of the ASTRA brand shall implement the secondary color palette mark is preferred especially when applying the ASTRA brand to a digital medium. in conjunction with the flat alternatives of the v. Below are some examples of brand Remember photography and color suggestions to ensure brand cohesion. application for ASTRA offices. 28 29

APPLICATION_ASSETS Technology and science remain at the core of ASTRA. Assets created by ASTRA deserve attention to branding as well. As inventions are an extension of ASTRA s corporation, similar brand considerations must be applied. 30

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