“Drive advances in science, technology, and exploration to enhance knowledge, education, innovation, economic vitality, and stewardship of the Earth.� - NASA MISSION
WELCOME
The goal of this visual identity manual is to establish clear, and consistent respresentation of the NASA brand. The visual identity combines the most recognized existing elements—our name and brandmark—with progressive elements, imagery and messages. Uniform graphic elements, colour and messages provide the framework for establishing a visual identity. In turn, designers can use these guides to create materials that enhance public knowledge of NASA’s work. This guide sets out the primary and secondary elements needed to produce approved NASA communications material and brand applications. The first section defines the basic elements of the NASA visual identity and discusses its usage. The remainder of the guide explores how to combine and incorporate the basic elements into the agency’s print, Web and media communications. As well as, how they will be applied to NASA property and other assets.
NASA VISUAL IDENTITY MANUAL / 2013
TABLE OF CONTENTS
1.0
3.0
BRAND STRATEGY
SECONDARY ELEMENTS 3.1
2.0
Icons & Extended Colour
PRIMARY ELEMENTS
3.2
2.1
Imagery & Subject matter
Identity Components
3.3
2.2
Tone & Keywords
Identity Sizes 2.3
4.0
Clearspace
IDENTITY APPLICATIONS
2.4
4.1
Colour
Stationery
2.5
4.2
Colour Variations
Vehicle Livery
2.6
4.3
Typeface
Space Shuttle & Satellites 4.4 Signage
NASA VISUAL IDENTITY MANUAL / 2013
1.0 / BRAND STRATEGY
1.0 BRAND STRATEGY
At NASA we seek to educate, enthuse and excite by opening up a world of exploration and possibilities. Our language is never obvious, or formulaic, or standardised. We’re always aware of our audiences and what they need to know from us. We wat to sound like a person, not an organisation. This means we can explain the complex in a simple, but not simplistic way. We are
candid, knowledgeable and engaging. We are always friendly, direct and clear. We use language to open up possibilities, not close boundaries. We hope to help people understand the world a little better than they did before.
NASA VISUAL IDENTITY MANUAL / 2013
2.0 / PRIMARY ELEMENTS
2.1 IDENTITY COMPONENTS
The NASA wordmark is the only allowable logo for external communications assets and materials. It is the prime brand identifier, reflecting both the history and tradition of the agency. Therefore, maintaining its visual and conceptual integrity is a high priority. Besides the wordmark, the other identifier is the
agency name spelled out as “National Aeronautics and Space Administration.” Combining these two elements in a signature creates a more specific identifier configuration to maintain a consistent part of our brand identity.
WORDMARK
A clean, custom sans-serif wordmark was created to give a fresh, technological look and professional look.
Lighter blue shape within letterform communicates new horizons. A rich blue palette is used to communication knowledge and professionalism.
SIGNATURE
When “National Aeronautics & Space Administration” is displayed with wordmark it must be done in all upper case Avenir Medium. It will centered below the wordmark and span the width of the mark.
NASA VISUAL IDENTITY MANUAL / 2013
2.2 IDENTITY SIZES
For legibility reasons, a minimum size at which the logo may be reproduced is recommended. The logo should never be reproduced for print any smaller than a height of 0.4” high and 1.13” width. This, being without the signature.
The minimum in which the signature will be displayed is at 150% or, .5” height and 1.6” wide. This will allow for clear readibility for the agency name. There is no limit as to how large the wordmark and signature can be displayed.
SIZE
In the following pages, aspects of the “N” letterform are used to calculate sizing as well as, clearspace (x=N).
200% of the minimum size
MINIMUM SIZE
150% of the minimum size
SIGNATURE MINIMUM SIZE = .5” Height and 1.6” Width
100% of the minimum size
MINIMUM SIZE = 0.4” Height and 1.13” Width
NASA VISUAL IDENTITY MANUAL / 2013
2.3 CLEARSPACE
The clear space around the wordmark ensures the unobstructed and visible placement and communication of NASA. This will ensure that readers and viewers readibilty of the brandmark and signature. The clearspace is determines using the stem or main stroke of the N (x= N).
The minimum width for the protected area is 1/4x height from the edge of the workmark, which is equal to the 1/4 height of the letter N. The agency name will be place 1/4x away from baseline of the NASA wordmark.
CLEARSPACE Wordmark
CLEARSPACE Signature
NASA VISUAL IDENTITY MANUAL / 2013
2.4 COLOUR
The NASA wordmark and signature can be produced in the PANTONE速, process or, by the RGB formulas given below. The wordmark may appear on a white, grey (PANTONE 423 or lighter), silver (PANTONE 877 metallic or 8484 C metallic) or black background. The full signature may only be used on a fullv
color photograph if placed in a solid white or grey area. The black and white wordmark is to be used when dealing with black and white printed material. Always use the black and white version of the logo when printing black and white.
PRIMARY Aeronautics & Space Technology
Pantone 3025 C R=2 C=98 G=77 M=69 B= 113 Y=0 K=2
Pantone 3005 C
Pantone Black 2 C
.5pt Black 2C rule
C=12 M=100 Y=92 K=3
C=0 M=0 Y=0 K=0
C=100 M=34 Y=0 K=2
R=0 G=74 B= 100
BLACK & WHITE Black & White printed material
NASA VISUAL IDENTITY MANUAL / 2013
R=207 G=32 B= 47
R=100 G=100 B= 100
2.5 COLOUR VARIATIONS
NASA conducts its works in three principal organizations; Aeronautics & Space Technology, Human Exploration & Operations and Science. Each division is assigned a variation of the wordmark to communicate these various iniatives.
The main blue-themed wordmark is used for the Aeronautics & Space Technology division. The red-themed is used for the Human Exploration & Operations. And lastly, the grayscale-themed wordmark is used for the Science division. All themed wordmarks should be used according to specifications outlined.
SECONDARY Human Exploration & Operations
Pantone 186 C
Pantone 185 C
C=12 M=100 Y=92 K=3
C=0 M=91 Y=76 K=0
R=207 G=32 B= 47
R=239 G=62 B= 66
SECONDARY Science
Pantone Cool Gray 10 C C=12 R=207 M=100 G=32 Y=92 B= 47 K=3
Pantone Cool Gray 7 C C=0 R=239 M=91 G=62 Y=76 B= 66 K=0
NASA VISUAL IDENTITY MANUAL / 2013
2.6 TYPEFACE
PRIMARY
Typeface for headlines, subheads and callouts will be Whitney HTF. Body text should be Whitney Book or Avenir Book at 9pt. If Whitney HTF is unavailable, Avenir may be used as a replacement. Avenir medium must be used for the agency name spelled out for the signature in ALL caps as well as, signage and when used separately from the wordmark.
Book 9pt
Whitney HTF Book Italic 9pt
Medium 9pt
Medium Italic 9pt
Semibold 9pt
Semibold Italic 9pt
Bold 9pt
Bold Italic 9pt
SECONDARY
Book 9pt
Avenir Book oblique 9pt Medium 9pt Medium Oblique 9pt Heavy 9pt
NASA VISUAL IDENTITY MANUAL / 2013
Use upper and lowercase letters for the text. The only exception is for acronyms, which must be all in uppercase. Headlines maybe in all-caps or upper and lowercase in Whitney Medium to Bolt Italic 10-12pt.
National Aeronautics & Space Administration NATIONAL AERONAUTICS & SPACE ADMINISTRATION National Aeronautics & Space Administration NATIONAL AERONAUTICS & SPACE ADMINISTRATION National Aeronautics & Space Administration NATIONAL AERONAUTICS & SPACE ADMINISTRATION National Aeronautics & Space Administration NATIONAL AERONAUTICS & SPACE ADMINISTRATION National Aeronautics & Space Administration NATIONAL AERONAUTICS & SPACE ADMINISTRATION National Aeronautics & Space Administration NATIONAL AERONAUTICS & SPACE ADMINISTRATION National Aeronautics & Space Administration NATIONAL AERONAUTICS & SPACE ADMINISTRATION National Aeronautics & Space Administration NATIONAL AERONAUTICS & SPACE ADMINISTRATION
National Aeronautics & Space Administration NATIONAL AERONAUTICS & SPACE ADMINISTRATION National Aeronautics & Space Administration NATIONAL AERONAUTICS & SPACE ADMINISTRATION National Aeronautics & Space Administration NATIONAL AERONAUTICS & SPACE ADMINISTRATION National Aeronautics & Space Administration NATIONAL AERONAUTICS & SPACE ADMINISTRATION National Aeronautics & Space Administration NATIONAL AERONAUTICS & SPACE ADMINISTRATION
3.0 / SECONDARY ELEMENTS
3.1 ICONS & EXTENDED COLOUR
ICONS Various black and white icons will be used to create patterns and interesting visual elements on printed and digital assets. These images can be outlined .tiffs in both black and white with transparency so they can be placed on coloured backgrounds and photographic images as seen below.
EXTENDED COLOUR An extended colour palette is used for special printed assets such as, stationery and event promotion materials. The extended colour is Pantone 877 Metallic and Pantone 8484 C Metallic.
ICONS
EXTENDED COLOUR
Pantone 877 Metallic
Pantone 8484 C Metallic
NASA VISUAL IDENTITY MANUAL / 2013
3.2 IMAGERY & SUBJECT MATTER
IMAGERY With such vast resources available from the NASA photographic collection, designers should ďŹ nd it easy to enrich our communications by using strong and compelling images that engage the viewer. As demonstrated below, the use of tight, up-close images is essential component of NASA’s communication strategy.
SUBJECT MATTER Avoid stagnant shots of buildings and machinery. Instead, depict these items in a manner and or, environment that conveys what makes them innovative and exciting. Images can be black and white or full-colour, use accordingly.
IMAGERY
SUBJECT MATTER
When picking images for communications; Do. Choose professional-quality mages Use closely-cropped photos Select clear images Use simple and clean lines Use Duotone (brand colours), B&W and full-colour Do Not. Use extreme over-lapping of image edges Use excessive super-imposing of images Create busy and disorganized designs Use unclear themes Select competing, over complementary, content Forget the human-element
NASA VISUAL IDENTITY MANUAL / 2013
3.3 TONE & KEYWORDS
TONE OF VOICE
KEYWORDS
NASA’s tone is confident — we are world leaders at what we do. We are professional, but we are also lively, upbeat, approachable and enthusiastic. We are independent, have interesting and valuable things to say and we say them in a straightforward, open, honest and professional way. We are interested in people and the things they are interested
in and aspire to communicate in a clear, simple, relevant and intelligent manner.
WORLDLY
INCLUSIVE
We are informed and entertained about the world, with expertise and experience in how it works. We understand people and respect them. Our insight and open-minded approach form the foundation of everything we say.
We’re always aware of our audiences and what they need to know from us. We sound like a person, not an organisation. This means we can explain the complex in a simple, but not simplistic way. We are candid, knowledgeable and engaging. We are always friendly, direct and clear. We use language to open up possibilities, not close boundaries. We help people understand the world a little better than they did before.
AUTHORITATIVE
INSPIRING
We speak with the authority of a global cultural relations organisation. We are worldly and informed, fluent in the world’s culture and ideas. Though we are global, we speak person-to-person. Our voice is never passive; our opinions are active and involving. We are bold but never arrogant, understanding but never presumptuous. We do not make statements for effect or to display our cleverness, we speak to bring about change. We value people.
We believe our knowledge is most valuable when it is shared. We are positive, enthusiastic and always encouraging. We mix unparalleled learning with the excellent and intuitive communication skills needed to make our work available to all. We know we can change lives, so we act with integrity.
EXPLORATION INNOVATION SCIENTIFIC HUMANITY DISCOVERY GALACTIC VIVID
CONFIDENT AUTHENTIC INSPIRING WORLDLY INCLUSIVE
Addressed below are keywords and NASA’s tone of voice so designers can communicate the brand correctly.
NASA VISUAL IDENTITY MANUAL / 2013
4.0 / APPLICATIONS
4.1 STATIONERY
LETTERHEAD 8.5” x 11” 60lb. Text weight All text must be below the dotted line. Text type must not go below 7pt for any text and be black only for best readibilty. Side panels communicate by using different colours from which division the letter is being sent.
BUSINESS CARDS 3.5 “ x 2” Pantone 877 Metallic Brand Signature Centered front 9-10pt Text on back 12pt Line space Whitney HTF Book
Align the body of the letter, memo or fax flush left, ragged right. Make sure lines do not exceed the right margin and avoid hyphenation at the end of a line. Do not indent paragraphs; rather use space after. Do not print on back.
LETTERHEAD
BUSINESS CARD
Front 25%
Front 50%
ENVELOPE Standard No. 10 Envelope Pantone 877 Metallic Brand Signature — Upper left Pantone 877 Metallic
NASA Headquarters Presidential Blvd. Washington, DC 09736 USA
BUSINESS CARD LETTERHEAD
Back 50%
Back
Joe Smith NASA Headquarters Presidential Blvd. Washington, DC 09736 USA
ENVELOPE Front
ENVELOPE Back
n = 8.5” Side panel = 1/16n Clearspace side panel and edge = 1/16n Margin holding signature = 1/4n
NASA VISUAL IDENTITY MANUAL / 2013
3.1 ICONS & EXTENDED COLOUR
ICONS
4.1 / STATIONERY
EXTENDED COLOUR
These stationery guidelines were created to communicate a consistent image for NASA and to reinforce the NASA Brand. They apply to the following items: business cards, letterhead and envelopes. The letterhead is NASA’s most commonly used asset therefore, clear usage guidelines need to be established to maximize its communication potential.
4.2 VEHICLE LIVERY
SHUTTLE The NASA shuttle is an iconic element of the brand. Therefore, the way it is represented and displayed must be consistent to the primary elements and the division to which it is associated.
MOONLANDER & SATELLITES NASA’s space exploration vehicles ans satellites are iconic pieces in the livery line-up. They allow our brand to be seen in space and put our name on the map for being world-leaders of exploration of the unknown. Clear NASA brand placement is necessary to do so and correct use of colour.
The colour used on the shuttle is the blue-themed wordmark and the Pantone 3025 C colour for additional spots. The wordmark will be displayed on its own as well as, in the signature. If displayed larger than 12” in height, the agency name can be placed on its own.
LIVERY
LIVERY
Shuttle (Side)
Moonlander (Side)
The colour used on the moonlander and satellite is the blue-themed wordmark and the Pantone 3025 C colour for additional spots. The wordmark will be displayed on its own as well as, in the signature. If displayed larger than 12” in height, the agency name can be placed on its own if necessary to do so.
LIVERY Shuttle (Top)
LIVERY
LIVERY
Bus (Side & Front)
Satellite (Top & front)
LIVERY Truck (Side & Back)
NASA VISUAL IDENTITY MANUAL / 2013
3.1 ICONS & EXTENDED COLOUR
ICONS
4.2 / VEHICLE LIVERY
EXTENDED COLOUR
These vehicle livery guidelines were created to communicate a consistent image for NASA and to reinforce the NASA Brand. They apply to the following items: transporation vehicles, satellites, shuttles and trailers.
4.2 SIGNAGE
EXTERIOR All exterior signs located outside of a main center must have the NASA identiďŹ er placed according to the brand standards.
INTERIOR Interior signage may be in the form of information panels, wayfinding, as well as room plaques. These are not required to have the NASA identifier but if used, could create a unified look throughout. Brand colour variations may be used to signify the various divisions of NASA.
Signs located inside a main center, such as building signs, do not require any NASA identifier. Exterior signage must be white background and text must be 70% black or greater for readibility at a distance and up-close.
SIGNAGE
SIGNAGE
Exterior (Outside main center)
Interior
Information panels should have white background and 70% black or greater type for viewer readibility. Wayfinding signage may use the primary colour variations and the wordmark and/or signature variation.
SIGNAGE Exterior (Inside main center)
SIGNAGE
RESTROOMS
Interior SHUTTLE LAUNCH RESTROOMS LABRATORY SHUTTLE LAUNCH
SIGNAGE Exterior (Inside main center)
LABRATORY RESTROOMS
SHUTTLE LAUNCH
LABRATORY
NASA VISUAL IDENTITY MANUAL / 2013
3.1 ICONS & EXTENDED COLOUR
ICONS
4.3 / SIGNAGE
EXTENDED COLOUR
These signage and wayfinding guidelines were created to help communicate a consistent image for NASA and to reinforce the NASA Brand. They apply to the following items: exterior and interior signage and wayfinding at NASA centers at various locations throughout the United States.
NASA Headquarters 300 E Street SW Washington DC 20024-3210 www.nasa.gov
NASA VISUAL IDENTITY MANUAL / 2013