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ECS Brand Guide

The Electrochemical Society 65 South Main Street, Building D Pennington, New Jersey 08534-2839, USA Tel: 609.737.1902 l Fax: 609.737.2743 customerservice@electrochem.org www.electrochem.org

December 2020, Version 1


Table of Contents

ECS Brand Elements.........................................................3

File Formats - Print, web..............................................22

ECS Logos Logo with tagline, logo mark, sizing, assets, spacing, treatment, logo shape............ 4 - 6

Use Guidelines - Photography, images, graphics, video, social media............................. 23 - 25

The Electrochemical Society, the Society, E-C-S identifier.....................................7 Master Brand Fonts Logo, secondary................................................................ 8 - 9 Master Brand Colors - Primary, secondary, use, ECS blue and green..............10 - 14 ECS Sub Brands - ECSarXIV, Free the Science.......................................................... 15 - 16 ECS Partnered Meeting Sub Brands AiMES, PRiME.................................................................. 17 - 18

Website - Page creation, sizing, ads, visual content..................................................... 26 - 27 Voice - ECS tagline variables, keywords, brand language ..................................................................... 28 Templates – Boilerplate, business card, email signatures, letterhead, PowerPoint, webpages ..........................................29 - 35 Glossary ........................................................................36 - 37 Resources and Contact Brand identity tools, assets, promo items, contact......................................................... 38

ECS Alignment Groups - TIAs, divisions, sections, student chapters.............. 19 - 21 The Electrochemical Society 65 South Main Street, Building D Pennington, New Jersey 08534-2839, USA Tel: 609.737.1902 l Fax: 609.737.2743 customerservice@electrochem.org www.electrochem.org

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ECS Brand Elements ECS Brand Core Elements The ECS Brand Guide brings together the best practices for Society-branded communications and promotion collateral materials. It covers brand components and rules for how each component is to be used.

ECS MASTER BRAND LOGO

ECS BLUE color palette

ECS GREEN color palette

FONTS District Helvetica Times New Roman Arial abc abc abc abc ABC ABC ABC ABC

IMAGERY

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ECS Logos Official ECS Logo with Tagline The official ECS logo is a symbol used to assist and promote public identification and recognition of the Society.

The tagline accompanies the official ECS logo to quickly express the Society’s most important service.

Usage guidelines Use the ECS logo with tagline for external advertising, websites, brochures, and other media directed at end users who may not be familiar with, or part of, ECS and the ECS community.

ECS logo mark only ECS logo shape The logo’s ellipse shape projects a positive emotional message, suggesting community, relationships, stability, endurance, unity, and continuity—all important ECS values.

Usage guidelines The logo mark only, without the tagline, is used for constituencies familiar with ECS and the Society community. THE ELECTROCHEMICAL SOCIETY • Brand Guide

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ECS Logos Usage Guidelines ECS logo assets ECS staff can access logo files on the Shared Drive at: S:\ECS Headquarters\Brand Guide & Assets. Non-staff: ECS logo files are available in the Brand Guide & Assets webpage.

Logo sizing • If reducing the size of the logo, all parts of the logo must be legible. • Do not distort (condense or stretch) the logo. When resizing the logo, hold down the ‟Shiftˮ key to maintain the logo’s original proportions. • Take care not to rotate the logo when resizing.

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ECS Logo Usage Guidelines Logo treatment • Only use approved and unaltered versions of the ECS logo. • Print: Reproduce the logo at a minimum of 300 dpi (dots per inch) to guarantee legibility.

Logo spacing • To avoid disparate logos appearing as one unit, do not position the ECS logo too closely to other graphic elements. • Always leave sufficient space around the top, bottom, left, and right of the logo and typesetting.

• Web: Reproduce the logo at a minimum resolution of 72 dpi (dots per inch) to guarantee legibility. DO NOT: • Alter the ECS logo, except to enlarge or reduce it proportionally • Rotate the logo • Use the image file of the logo as a title or in lieu of text • Typeset (or attempt to recreate) the logo; always request a logo file from ECS headquarters • Recreate any parts of the logo or typesetting • Remove any parts of the logo • Outline any parts of the logo or typesetting • Avoid busy backgrounds as the logo should stand out and be legible

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The Electrochemical Society, the Society, and E-C-S Identifier The Electrochemical Society must always be used in the first reference to the organization. ‟Theˮ is always capitalized. Thereafter, ‟the Societyˮ or the letters E-C-S may be used. As per the ECS Style Guide, ECS’s is the correct possessive form of the E-C-S Identifier. The Electrochemical Society or the letters E-C-S must always be used when it is the official title of an ECS product, service name, publication, or platform (i.e., ECS Digital Library). The Electrochemical Society or the letters E-C-S must appear in any visual representation, text, or signage where the Society is listed. When used in a sentence, title or name, the letters ‟ECSˮ should always appear in uppercase. The ECS website should always be identified as electrochem.org. When using copy such as ‟ECS Europe Section,ˮ ‟ECS Battery Division,ˮ or ‟ECS University of Washington Student Chapter,ˮ only the letters ‟ECSˮ should be used. The first letter of each word in the name is capitalized when using the full name of the section, division, chapter, or program. When referring just to the section, division, chapter, or program without using ECS, nothing is capitalized.

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ECS Master Brand Fonts ECS Logo Font As with brand color, the brand font1 is a form of non-verbal messaging. Tying together the fonts used in ECS communications creates brand consistency and memorability.

District is the name of the only font associated with the ECS logo. It is a sans serif, simple, modern, and sleek font that implies ‟progressˮ and ‟advancement.ˮ Available in eight variations from ‟thinˮ to ‟black,ˮ District is adaptable to a multitude of purposes. DISTRICT The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.

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ECS Master Brand Fonts ECS Secondary Fonts These additional fonts are used in these ECS publications. Helvetica is a popular sans serif typeface with a wide range of variations and matching designs for a range of non-Latin alphabets. Its varying weights, widths, and sizes make it highly usable in body text and headlines. The quick brown fox jumps over the lazy dog. Times New Roman is a serif font designed for use in body text. It is popular in publishing because of its wide range of characters. The quick brown fox jumps over the lazy dog. Arial is a sans serif typeface especially popular for digital display usage. It has many styles and offers wide language support. The quick brown fox jumps over the lazy dog. Use these secondary brand fonts as follows in these publications: ECS Interface quarterly magazine Headers: Helvetica Body text: Times New Roman ECS website Headers and body text: Arial Headers and body text: Helvetica THE ELECTROCHEMICAL SOCIETY • Brand Guide

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ECS Master Brand Colors Primary Colors The ECS Master Brand primary colors of blue, green, black, and white are the only colors that can be used in the ECS logo. They form the basis for all color schemes used in ECS branded material.

A viewer’s first impression of the brand is based on the colors used. Emotions, feelings, and experiences are conveyed through color, infusing it with an organization’s identity. ECS Primary logo colors: • • • • •

PMS 280C (blue) with PMS 348C (green) Black White CMYK: C-99, M-69, Y-0, K-59 (Blue); C-88, M-24, Y-100, K-10 (Green) RGB: R-1, G-33, B-105 (Blue); R-0, G-132, B-61 (Green)

Pantone

CMYK

RGB/HEX

Black/White

PMS 280C

99/69/0/59

1/33/105 #012069

100 Black

PMS 348C

88/24/100/10

0/132/61 #00843d

0 Black

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ECS Master Brand Colors Secondary Colors NOTE: ECS Master Brand Colors and Secondary Colors are the colors that ECS allows graphic designers to use when creating branded materials.

Using secondary brand colors ensures that ECS marketing materials project a harmonious image. Secondary colors emulate and expand on the feeling of the primary color palette. Use the colors shown on the following charts as accent colors in brand and sub brand communications in combination with either ECS Blue or ECS Green. In the center of each color wheel2, you can see which color type (black or white) is recommended for use with the secondary colors.

Color use Digital and print media render color very differently. In order to maintain color consistency across print and onscreen, companies use standardized descriptions of their colors. Here are the recommended company colors to use in print and onscreen. For use in print • Pantone Spot (PMS)3: Printing with fewer than three colors and when specified color accuracy is critical • CMYK4: 4-color printing For use onscreen • RGB (red, green, blue)5: Screen-based applications (PowerPoint presentations, HTML emails, digital displays) • HEX (hexadecimal)6: Websites, emails, and any related applications (i.e., web banners)

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ECS Master Brand Colors Secondary Colors Secondary Colors are illustrated in the color wheels on the next pages. These are recommendations on color combinations that go best with the ECS Master Brand Primary Colors of blue and green. The Secondary Colors are divided into two pages: • The wheels on p. 13 contain the colors that go well with ECS blue. • The wheels on p. 14 contain colors that go well with ECS green. Color wheels are based on the colors of the spectrum. The center of each color wheel contains a color that is most harmonious with either the blue or green. Then each color wheel is divided into three parts each of which contains colors that harmonize with the color in the wheel’s center. These are: • Tetrad colors: These colors look their best if only one of the four colors is used as a dominant color. • Analogous colors: These are very similar to the color in the center of the wheel. • Triad colors: Use these colors with the center color to create an interesting and vivacious effect. How to use a color wheel: • Decide if your primary color is going to be ECS blue or ECS green. • Go to the page with the secondary colors that work with blue or green (whichever you have chosen). • Look at the color wheel and determine what kind of effect you want to achieve based on the colors in one of the Tetrad, Analogous, or Triad sections. • Use colors from the three colors provided in the Tetrad, Analogous, or Triad section. • The color of the type in each section of color tells you whether white or black type goes best with the color(s) you choose.

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ECS Master Brand Colors With ECS Blue #fce4ae

#bdaefc R 174 G 198 B 252

#ffb200

#3300ff R 0 G 77 B 255

C 29 M 16 Y 0 K 0 #e4aefc

#004cff

C 84 M 69 Y 0 K 0 #aeecfc

Hex #aec6fc

#b200ff

#00cbff

Hex #004dff

#ff004c

• Use in brand communications and sub brand communication. • The recommended type color (black or white) is used in the color swatches.

T RIA D

#004cff

T RIA D

#fcaec5

#4cff00

#aec5fc

#c5fcae

These color charts show expanded complementary color ranges to use in combination with the ECS Blue and as accent colors.

A #8eb200

#0035b2 R 179 G 126 B 0

TET RA D

TET RA D

A #e3a3ff

#a3beff

#ecffa3 R 255 G 228 B 163

C 28 M 49 Y 100 K 0 #35b200

C 1 M 9 Y 42 K 0 #beffa3

#b22300

Hex #b37e00

#ffe3a3

US GO LO NA

#b27c00

US GO LO NA

#7c00b2

#ffb5a3

Hex #ffe4a3

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#ffe3a3 #a3ffe3

#00b27c

T RIA D

#e3a3ff

T RIA D

#b27c00

#7c00b2

Using secondary brand colors ensures that ECS marketing materials are harmonious. The secondary colors emulate and expand on the feeling of the primary color palette.

A #4cff00

TET RA D

TET RA D

#aec5fc

US GO LO NA

All these secondary colors complement ECS blue.

A #c5fcae

US GO LO NA

SECONDARY COLORS

Complementary Colors to ECS Blue (Pantone 280C)

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ECS Master Brand Colors With ECS Green #fcaed7

#aefcf9 R 174 G 252 B 211

#ff0087

#00fff6 R 0 G 255 B 119

C 28 M 0 Y 27 K 0 #aed7fc

#00ff77

C 59 M 0 Y 84 K 0 #b0fcae

Hex #aefcd3

#0087ff

#08ff00

Hex #00ff77

#7700ff

• Use in brand communications and sub brand communication. • The recommended type color (black or white) is used in the color swatches.

T RIA D

#00ff77

T RIA D

#d2aefc

#ff7700

#aefcd2

#fcd2ae

These color charts show expanded complementary color ranges to use in combination with the ECS Green and as accent colors.

A #b26b00

#00a0b2 R 179 G 17 B 0

TET RA D

TET RA D

A #aca3ff

#a3f5ff

C 0 M 40 Y 27 K 0 #f5ffa3

#b20047

Hex #b31100

#ffdaa3 R 255 G 172 B 163

C 20 M 100 Y 100 K 13 #a0b200

#ffaca3

US GO LO NA

#b21100

US GO LO NA

#1100b2

#ffa3c7

Hex #ffaca3

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#ffaca3 #a3ffac

#00b211

T RIA D

#aca3ff

T RIA D

#b21100

#1100b2

Using secondary brand colors ensures that ECS marketing materials are harmonious. The secondary colors emulate and expand on the feeling of the primary color palette.

A #ff7700

TET RA D

TET RA D

#aefcd2

US GO LO NA

All these secondary colors complement ECS green.

A #fcd2ae

US GO LO NA

SECONDARY COLORS

Complementary Colors to ECS Green (Pantone 348C)

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ECS Sub Brands ECSarXiv Logo

LOGO USAGE GUIDELINES ECS sub brands follow the ECS Master Brand Logo guidelines

ECSarXiv, an initiative supporting open access, is a free online service for preprints and other preliminary communications not yet published in a peer-reviewed outlet.

Authorized fonts Helvetica is a popular sans serif typeface with a wide range of variations and matching designs for a range of non-Latin alphabets. Its varying weights, widths, and sizes make it highly usable in body text and headlines. The quick brown fox jumps over the lazy dog. Britannica is a ‟modulatedˮ or stressed sans serif font, in which the vertical lines are thicker than the horizontals. The quick brown fox jumps over the lazy dog.

Official Colors CMYK: 80/47/40/13 RGB: 60/108/124 Hex: #3c6c7c

ECS sub brand logos can be used without the ECS master logo. ECS Sub brand logos are available online at ECS Brand Assets, and for staff, at S:\ECS Headquarters\Brand Guide & Assets

CMYK: 67/58/60/41 RGB: 70/73/71 Hex: #464947

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ECS Sub Brands Free the Science Logo

LOGO USAGE GUIDELINES ECS sub brands follow the ECS Master Brand Logo guidelines

Free the Science is the Society’s open access initiative.

Authorized fonts Piek is a contemporary typeface with unique slab serifs that curve upward on the outside edges. It is available in three weights. The quick brown fox jumps over the lazy dog.

Official Colors

ECS sub brand logos can be used without the ECS master logo. ECS Sub brand logos are available online at ECS Brand Assets, and for staff, at S:\ECS Headquarters\Brand Guide & Assets

Other Colors

CMYK: 61/0/61/0 RGB: 99/192/139 Hex: #63c08b

CMYK: 55/37/30/1 RGB: 125/144/158 Hex: #7d909e

CMYK: 81/47/40/13 RGB: 58/108/124 Hex: #3a6c7c

CMYK: 32/13/5/0 RGB:171/198/221 Hex: #abc6dd

CMYK: 0/0/0/100 RGB: 0/0/0 Hex: #000000

CMYK: 22/16/10/0 RGB:198/200/211 Hex: #c6c8d3

CMYK: 0/0/0/0 RGB: 255/255/255 Hex: #ffffff

CMYK: 59/62/50/28 RGB: 97/83/90 Hex: #61535a

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ECS Partnered Meeting Sub Brands AiMES Logo

LOGO USAGE GUIDELINES ECS sub brands follow the ECS Master Brand Logo guidelines

The Americas International Meeting on Electrochemistry and Solid State Science (AiMES) is a joint conference of The Electrochemical Society (ECS), La Sociedad Mexicana de Electroquímica (SMEQ), and the ECS Mexico Section (ECSMS). It takes place every four years.

Usage guidelines

Supporting Fonts

• All meeting-related branding must include the partnered AiMES meeting logo. • When space allows, use the partnered AiMES logo with society partners’ (ECS, SMEQ, ECSMS) logos. • If size is restricted, use only the partnered AiMES logo. • ECS sub brand logos are available online, and for staff, at S:\ECS Headquarters\Brand Guide & Assets.

Antique olive compact is a sans serif typeface that features “reverse” contrast—the strokes are heavier on the top and bottom and lighter on the sides. The uppercase letter O is shaped like an olive. The quick brown fox jumps over the lazy dog. Helvetica medium condensed The quick brown fox jumps over the lazy dog.

Official Colors CMYK: 87/36/100/30 RGB: 23/99/50 Hex: #176332

CMYK: 90/80/1/0 RGB: 53/78/161 Hex: #354ea1 CMYK: 0/0/0/100 RGB: 0/0/0 Hex: #000000 THE ELECTROCHEMICAL SOCIETY • Brand Guide

CMYK: 19/100/99/10 RGB: 184/32/38 Hex: #b92025 CMYK: 0/0/0/0 RGB: 255/255/255 Hex: #ffffff 17


ECS Partnered Meeting Sub Brands PRiME Logo

LOGO USAGE GUIDELINES ECS sub brands follow the ECS Master Brand Logo guidelines

The Pacific Rim Meeting on Electrochemical and Solid State Science (PRiME) is an eastern hemisphere meeting of The Electrochemical Society (ECS), The Electrochemical Society of Japan (ECSJ), and The Korean Electrochemistry Society (KECS). The partners should always be listed in alphabetical order: ECS, Japan, Korea. PRiME takes place every four years.

Usage guidelines • All meeting-related branding must include the partnered PRiME meeting logo. • When space allows, use the partnered PRiME logo with society partners’ (ECS, ECSJ, KECS) logos. • If size is restricted, use only the partnered PRiME logo. • ECS sub brand logos are available online, and for staff, at S:\ECS Headquarters\Brand Guide & Assets.

Supporting Fonts Helvetica extra compressed The quick brown fox jumps over the lazy dog. Helvetica medium condensed The quick brown fox jumps over the lazy dog.

Official Colors CMYK: 0/0/0/100 RGB: 0/0/0 Hex: #000000

Other Colors The PRiME logo color can be any color chosen to promote that specific meeting.

CMYK: 0/0/0/0 RGB: 255/255/255 Hex: #ffffff

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ECS Alignment Groups Topical Interest Areas From batteries to nanostructures Each topical interest area has corresponding ECS divisions. Learn more about ECS divisions.

Electrochemical • • • • • • • •

Batteries and Energy Storage Corrosion Science and Technology Electrochemical/Electroless Deposition Electrochemical Engineering Fuel Cells, Electrolyzers, and Energy Conversion Organic and Bioelectrochemistry Physical and Analytical Electrochemistry, Electrocatalysis, and Photoelectrochemistry Sensors (Electrochemical)

Solid State • • • • • •

Carbon Nanostructures and Devices Dielectric Science and Materials Electronic Materials and Processing Electronic and Photonic Devices and Systems Luminescence and Display Materials, Devices, and Processing Sensors (Solid State)

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ECS Alignment Groups Divisions Goal Our goal is to promote consistent visual relationships throughout ECS and to be sure that our brand identity is maintained. ECS alignment groups (divisions, sections, student chapters, and TIAs) do not have their own unique logos. They use the ECS master brand logo in their print and digital materials and must follow the ECS brand guidelines.

ECS division icons are available online for non-staff at ECS Brand Assets. Staff please consult the Brand Assets file at S:\ECS Headquarters\Brand Guide & Assets

ECS divisions are named as follows: ECS Battery Division. The name refers to a topic interest area (TIA). That TIA is always capitalized as is Division: ECS (TIA capitalized) Division (capitalized). For example: The ECS Battery Division. Any references that do not follow this convention are not capitalized; e.g., the battery division; the division. There are 13 electrochemistry and solid state science and technology divisions, each with its own icon. For a full list of ECS divisions, refer to the ECS website. Divisions have one or two corresponding topical interest areas.

Battery (BATT)

Corrosion (CORR)

Dielectric Science and Technology (DS&T)

Electrodeposition (ELDP)

Electronics and Photonics (EPD)

Energy Technology (ETD)

High-Temperature Energy, Materials, & Processes (H-TEMP)

Industrial Electrochemistry and Electrochemical Engineering (IE&EE)

Luminescence and Display Materials (LDM)

Nanocarbons (NANO)

Organic and Biological Electrochemistry (OBE)

Physical and Analytical Electrochemistry (PAE)

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ECS Alignment Groups Sections & Student Chapters Goal Our goal is to promote consistent visual relationships throughout ECS and to be sure that our brand identity is maintained. ECS alignment groups (divisions, sections, student chapters) do not have their own unique logos. They use the ECS master brand in their print and digital materials and must follow the ECS brand guidelines.

Sections ECS sections must follow this name convention: ECS (location as in the organization’s name, capitalized) Section (capitalized). For example: The ECS Europe Section. Any references that do not follow this convention are not capitalized; e.g., the Europe section; the section. ECS sections are located in Asia, Europe, Latin America, the Middle East, North America, and Southern Asia.

Student chapters ECS student chapters must follow this name convention: ECS <academic institution’s full name> Student Chapter (capitalized). For example: The ECS University of Washington Student Chapter. Any other references that do not follow this convention are not capitalized; e.g., the University of Washington student chapter; UW student chapter; the student chapter; the chapter. ECS student chapters are located in Africa, Asia, Eastern Europe, Europe, Latin America, the Middle East, North America, and Southern Asia. For a full list of ECS student chapters, refer to the ECS Student Chapter Directory. THE ELECTROCHEMICAL SOCIETY • Brand Guide

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File Formats Guidelines Applying the appropriate file format, color mode, and proper resolution when utilizing the master brand or any sub brand logos in communications ensures that the ECS master brand or any sub brand logo is legible and high resolution.

Print • PDF - Portable Document Format File (Page Layout File)7: ECS’s primary and preferred format for print files. • JPEG - Joint Photographic Experts Group (Raster Image File)8: ECS’s second preferred format for print files. • EPS - Encapsulated PostScript File (Vector Image File)9: ECS’s preferred format for receiving logos. • TIFF - Tagged Image File Format (Raster Image File).10 These formats deliver: • Resolution - High resolution images only with at least 300 dpi (dots per inch) to allow for proper printing • Colors - Monochromatic11, Grayscale12, CMYK13, Spot14

Web • JPEG - Joint Photographic Experts Group (Raster Image File): ECS’s primary and preferred format for web photo files. • PNG - Portable Network Graphic (Raster Image File)15: ECS’s preferred format for receiving logos for the web. • GIF - Graphical Interchange Format File (Raster Image File)16: This is used for animation. These formats deliver: • Resolution - Low resolution images with 72 ppi (pixels [px] per inch) or higher • Colors - Monochromatic, Grayscale, RGB20 THE ELECTROCHEMICAL SOCIETY • Brand Guide

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Use Guidelines Photography, Images, and Graphics Image selection should be based on ECS’s mission and vision, and represent our core values and brand in its entirety—including the broad knowledge spectrum and diversity of our constituents. To keep the ECS brand consistent through all applications, follow these guidelines when using images.

The use of photographs without appropriate licenses or permission is prohibited. Please note that all photographs are potentially subject to copyright. Using an image obtained from a search engine or other source may violate the rights of the copyright owner and subject ECS to liability. It is your responsibility to ensure that all images reproduced are properly licensed and that ECS has permission to use the images. • Whenever possible, use original images from ECS-related events and the ECS image library— not clip art or stock images. • Choose full-color, appealing, and powerful images with interesting perspectives. • Tell a story in your layouts that is meaningful to the audience and engages our constituents. • Crop images as needed to put the focus on the core message. • Feature our community’s diversity.

• Certain photographs, images, and graphics are copyrighted and require that the author be given credit when used. Always credit these using the language provided by the creator (e.g., Photo by John Doe). • Photo captions are sometimes required so the viewer understands what is going on in the image and doesn’t have to guess or jump to conclusions. Provide captions in complete sentences that answer these questions: who, what, where, when, and (sometimes) why. Avoid stating the obvious (he sat, they stood, she waved, etc.).

These sample photographs from ECS-related events are representative of the ECS brand. THE ELECTROCHEMICAL SOCIETY • Brand Guide

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Use Guidelines Video Logo inclusion Include the ECS logo in all videos. When producing video for people familiar with ECS, use the ECS logo without tagline. Use the ECS logo with tagline for audiences who may not be familiar with ECS. How to include the ECS logo in videos: 1. The logo is a ghosted/translucent “watermark” throughout. Maintain proper logo spacing. 2. Include the logo in the opening and closing frames.

Common elements and policies • The aspect ratio17 of a video is 16:9. • The title and closing slates (opening and closing slides) should precede and follow content by five to eight seconds.

Distribution standards ECS YouTube: www.youtube.com/c/ ECSTheElectrochemicalSociety

YouTube and other online video channels enforce copyright for music in all uploaded videos. After a limited number of flags, the online channel may stop supporting ECS. • It is imperative that copyrighted music not be included on videos uploaded to YouTube or any other video service providers. • It is your responsibility to ensure that any music used in ECS videos does not infringe on copyrights.

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Use Guidelines Social Media Channels Twitter: @ECSorg Facebook:   @TheElectrochemicalSociety YouTube: www.youtube.com/c/  ECSTheElectrochemicalSociety Instagram: @electrochemsociety LinkedIn: @ecs—the-electrochemicalsociety

The role of social media is to help the ECS community connect and stay up-to-date on events and news. The Digital Content Specialist oversees ECS’s social media, and provides guidance to ECS staff and the community to develop effective messages for social media outlets that are consistent with plans developed by the Community Engagement Department. All social media brands (Facebook, Twitter, Instagram, LinkedIn, etc.) have their own guidelines. When using the master brand or sub brand logos for these applications, follow the minimum size guideline (100 px) and clear space (½x) for digital and on-screen applications. If the minimum size and/or clear space cannot be met, the master brand or sub brand logos should be as large as possible within the given space. Make sure that the master brand, sub brand logos, and/or tagline (if used) are legible when resized for mobile optimization.

Size and Font

Content

• Clear space: Equal to or greater than ½x • Master brand minimum width: 100 px • Font: Formata or Calibri

Color • Must be from the approved ECS color palette

Multimedia content is encouraged, including video, graphics, and text.

Image sizes • Facebook and Twitter – 1.91:1 aspect ratio 21, 400 x 400 px • LinkedIn – 1.91:1 aspect ratio 21, 500 x 300 px • Instagram – 1:1 aspect ratio 21,   400 x 400 px

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Website Page Creation ECS webpage headings are in Helvetica typeface. Website page templates are provided in the Templates section.

H1 – Blue • H stands for headline. Keep it short and use searchable words. Long headlines create long breadcrumbs18 which push the paragraph icon to the next line. • Every main word in a headline should be capitalized. • Typically, the following are not capitalized in headings: articles (a, an, the); coordinating conjunctions (and, but, for); short words (fewer than four letters); and prepositions (at, by, to, etc.) unless it is the first word in the heading.

H2 – Green subhead under H1 • It is not mandatory to have a subhead (H2). Use H2 to highlight the purpose of the story like here. • It is okay to repeat your keyword in the headline, subhead (H2), and the first line of the article.

H3 – Green subhead • Use as needed to enliven pages that don’t have traditional paragraphs as in an ECS Visa webpage or as in the ECS Plenary/Lecture webpage. In all subheads: Generally only the first word is capitalized unless there is a proper noun in the subhead. That should be capitalized as it would be in a sentence.

H4 – Black heading for index page • Use to title a section of links in a column. • Use all caps as in a headline.

H5 – Yellow subhead • Use this as the subhead for paragraphs as in the ECS Professional Development webpage. • Avoid overly long paragraphs by breaking up your article into smaller paragraphs. Then, every two to three paragraphs, introduce the following paragraph with a subhead.

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Website Sizing Information Landing page and homepage photos • 600 × 350 px main slide • 304 × 200 px second level boxes • 304 × 119 px third level boxes

Ad spaces Consult the most recently published ECS Media Kit for ad rates. DIGITAL • ECS website homepage – 2nd tier: 720 x 492 px • IOPscience – Tile: 180 x 50 px / Horizontal banner ad: 468 x 60 px • ECS Career Center (webpage) – Horizontal banner: 970 x 90 px; Vertical banner: 160 x 600 px • ENews – 600 x 90 px • ECS Blog – 200 x 80 px • ECS Digital Exhibit & Vendor Guide (DEVguide) – Full page: 7 x 10” (no bleed); 8 3/8 x 11 1/8” (bleed) PRINT • ECS Meeting Programs – • Back cover: 8 3/8 x 11 1/8” (bleed) • Inside front and back cover and full page: 7 x 10” (no bleed); 8 3/8 x 11 1/8” (bleed) • Half page: 7 x 4 7/8” (no bleed); 8 3/8 x 5 5/8” (bleed) • Quarter page: 3 ½ x 5” (no bleed) • Interface

Visual content • • • • •

Always include an image in an article page. Place the image in the top right corner. Images should measure 400 x 400 px. Adding additional images is allowed. Include a 400 × 400 px ‟Featured Imageˮ in blog posts. This is the image that populates when the content is posted on social media sites. • Make sure all visual content used has proper licensing and permissions. Images/videos may be copyrighted. THE ELECTROCHEMICAL SOCIETY • Brand Guide

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Voice Styling and messaging are also vehicles of the ECS brand. Choose words that convey important aspects of the ECS brand in ECS communications. For example: community, collaboration, meeting (not conference). All channels of ECS communication (social media, website, photographs, etc.) should be created/reused/ chosen based on ECS’s mission and vision, and reflect our core values and brand—including the diversity and broad knowledge spectrum of our community.

ECS tagline variable In written content, the ECS tagline should be used exactly as follows, either with or without the full mission statement: The mission of The Electrochemical Society is to advance theory and practice at the forefront of electrochemical and solid state science and technology, and allied subjects.

Keywords Keywords are ideas and topics that define what our online content is about. They are the words and phrases that searchers enter into search engines. Using these words throughout the website helps ECS jump to the top of search lists (Search Engine Optimization19). For a list of useful key words, refer to ECS’s topical interest areas (TIAs).

Brand language Being consistent in the language used to describe ECS helps define our brand and sets us apart from other societies. Using the following words in ECS communications reinforces our brand marketing. According to market research, the following words/phrases best describe ECS’s positive attributes. The words ‟electrochemistryˮ20 and ‟solid stateˮ21 are the most important. Valued membership benefits: • • • •

Access to content Event-related benefits Community Recognition

Important descriptors: • • • • •

Credible Established Global Prestigious Relevant

Internationally recognized values: • Helpful • Honorable • Innovative

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Templates ECS Boilerplate Approved ECS templates are an important reflection of the ECS brand. They influence how communication materials are perceived by internal and external audiences. ECS staff: Please consult the ECS Brand Asset folder S:\ECS Headquarters\Brand Guide & Assets.

A company boilerplate  statement is a standardized paragraph of text that contains company background like the date and place it was founded, and a description of products and services. It appears at the bottom of a press release and in other important documents. ECS boilerplate paragraphs are available in 50, 100, and 150 word lengths. They should be reprinted word-for-word.

The Electrochemical Society - 50 words ECS, a nonprofit professional society established in 1902, advances theory and practice at the forefront of electrochemistry and solid state science and technology, and allied subjects. Our 8,000+ members in 85+ countries research innovative solutions to major global challenges. ECS hosts prestigious meetings, publishes research, fosters education, and collaborates with other organizations. THE ELECTROCHEMICAL SOCIETY • Brand Guide

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Templates ECS Boilerplate The Electrochemical Society - 100 words ECS, a prestigious nonprofit professional society, has led the world in electrochemistry, solid state science and technology, and allied subjects since 1902. By publishing research, hosting meetings, fostering education, and collaborating with other organizations, ECS advances scientific theory and practice. Our 8,000+ member community in 85+ countries develops innovative solutions to major global challenges. The ECS Digital Library, hosted on IOPscience, encompasses 160,000+ journal and magazine articles and meeting abstracts, and the Journal of The Electrochemical Society, the oldest peerreviewed journal in its field. Scientists, engineers, and industry leaders share relevant scientific developments, network, and expand research horizons at ECS biannual, co-hosted, and sponsored meetings.

The Electrochemical Society - 150 words ECS is a volunteer-directed international nonprofit professional society. Since its founding in 1902, the Society has led the world in electrochemistry, solid state science and technology, and allied subjects. ECS advances scientific theory and practice by publishing cutting-edge research, hosting prestigious meetings, fostering relevant training and education, and collaborating with other global organizations. Our 8,000+ member community in 85+ countries develops innovative solutions to the planet’s major challenges. Thousands of scientists, engineers, and industry leaders share pioneering scientific developments, exchange ideas, network, and expand research horizons at ECS’s well-established biannual, co-hosted, and sponsored meetings. The ECS Digital Library, hosted on IOPscience, encompasses 160,000+ journal and magazine articles and meeting abstracts, including the Journal of The Electrochemical Society, the oldest peer-reviewed journal in its field. The Society supports open access through Free the Science, the Society’s initiative to make research freely available to world readers and free for authors to publish.

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Templates Business Card The ECS business card serves the key purpose of sharing your contact information with clients and colleagues. Using the template ensures that the ECS brand is represented in a consistent and professional manner. • The front of the card displays all of the staff member’s necessary contact information. • The back of the card can be used for specific promotional areas of the organization and therefore can change by individual or department.

Guidelines Information is presented in this order, all in District font: Jane A. Doe Specialist

• • • • •

First and Last Name (bold) Job Title (bold italic) Street Address (thin) City, State, Zip Code, Country (thin) Telephone Number, Extension; Fax Number (thin) — Follow this format for phone and fax numbers: 555.555.5555 • Email Address (bold) — Follow this format for email addresses: first letters of the first and last names are capitalized; the first and last names are separated by a period: John.Doe@ electrochem.org

65 South Main Street, Building D Pennington, New Jersey 08534-2839, USA tel 1.609.737.1902 ext. 000 l fax 1.609.737.2743 Jane.Doe@electrochem.org

electrochem.org

Color • Front of the card: Pantone colors

PRiME 2020 HONOLULU, HI October 4-9, 2020

PMS 280C

2020

239th ECS Meeting CHICAGO, IL May 30-June 3, 2021

PMS 348C

2021

freethescience.org

• Back of the card: CMYK colors THE ELECTROCHEMICAL SOCIETY • Brand Guide

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Templates Email Signatures Marketing email signature ECS uses an automated email marketing system to distribute batched communications to the ECS mailing list. The templated signature at the bottom of the email serves the purpose of sharing the author’s key information with correspondents. Using the template ensures that the ECS brand is represented in a consistent and professional manner.

Guidelines Information is presented in this order: Professional or Academic Title, First Name, Last Name ECS affiliation Example: Prof. Dr. John Doe Chair, ECS Europe Section

Color • Font and font size follow the format of the email • Color: black

Outlook email signature The ECS email signature in Outlook serves the purpose of sharing contact information with correspondents. Using the template ensures that the ECS brand is represented in a consistent and professional manner. Once the signature has been set, Outlook automatically enters the signature at the end of every email.

Guidelines Information is presented in this order, all in 8 point Arial font: First and Last Name (bold) | Job title (bold) ECS – The Electrochemical Society Pennington, NJ USA 609.737.1902 x### | email address (First name.Surname@electrochem.org) electrochem.org | ECSBlog.org | @ECSorg • Follow this format for phone and fax numbers: 555.555.5555 x (extension number) • Follow this format for email addresses: first letters of the first and last names are capitalized; the first and last names are separated by a period: John.Doe@electrochem.org

Color Name, job title:

Blue: RGB 35/72/124 All remaining content that is not linked to a URL: Grey: RGB 129/129/129

Grey: RGB 129/129/129 Content that is linked to a URL (email address, web address, blog URL, Twitter URL): color is provided by Outlook THE ELECTROCHEMICAL SOCIETY • Brand Guide

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Templates Letterhead Use the ECS letterhead template (set up in Microsoft Word) for all outgoing postal communications or formal letters (letters to award recipients, etc.).

Guidelines • • • • • •

Use Microsoft Word for letter creation. Bold headlines. Bold and italicize sub headlines. Center headlines and sub headlines. Left justify body text. Single space and skip a line between paragraphs.

Font Calibri is the preferred font at 12 point font size. It is a sans serif typeface family that is part of Microsoft Office Suite. The quick brown fox jumps over the lazy dog.

Color RGB/HEX colors are used for ECS letterhead’s header and footer.

1/33/105 #012069

0/132/61 #00843d

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Templates PowerPoints Font Calibri is the preferred font at 12 point font size. It is a sans serif typeface family that is part of Microsoft Office Suite. The quick brown fox jumps over the lazy dog.

Designs Two ECS PowerPoint templates are available. Examples of the templates are labeled on the right.

Use the ECS PowerPoint template to create consistent professional presentations that represent the mission and vision of ECS to our audiences and are recognizable as part of the ECS brand.

Guidelines • • • •

16:9 aspect ratio for widescreen HD monitors/displays Use the appropriate ECS logo/ECS sub brand logo on each page. The official ECS logo should always be placed on the bottom right side. Include appropriate photography/images and charts to engage the audience and help convey your message.

Color RGB/HEX colors are used in PowerPoint slides.

Classic The Classic Template provides more room for text and illustrations.

1/33/105 #012069

Modern The Modern Template contains less visual white space for text and illustration but delivers a strong visual impact.

Classic Template

0/132/61 #00843d Modern Template

Title of Presentation Presenter’s First, Last Name Presenter’s Title Presenter’s Affiliation Location

Date

Footer: Name of Institution, Organization, Affiliation, etc.

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Templates Webpages ECS webpage templates are available in word format: • Non staff: online at ECS Brand Assets • Staff in shared drive at S:\ECS Headquarters\Brand Guide & Assets

The Brand Guide & Assets file contains templates for creating three different kinds of webpages. Instructions on organizing content for each template are also included. Webpage content page This page provides information in a multi-paragraph format, i.e., the Energy Sources webpage. The blue article heading is short and concise; a green subhead elaborates on the title. Paragraphs open with yellow subheads. These are important as they make articles easy to scan and engage readers in the content to come. Images/photos are not required. When used, they generally appear in the top right corner of the page. Webpage without traditional paragraphs This page provides information NOT organized in traditional paragraphs, i.e., the 236th ECS Meeting Highlighted Events page. A concise blue heading (H1) is followed by a green subheading call to action further describing the subject of the article, e.g., H1: Meeting Highlighted Events; subhead: Register for highlighted events. A list follows with content answering who, what, when, and where. Yellow subheadings introduce the following paragraphs which provide more information. Multiple events can be listed on the same page under their own green subheading. Images/photos are not required or are positioned where they best illustrate points in the article, i.e., placing a speaker’s photo next to the speaker’s bio. Blog webpage traditional news story These articles provide information in a multi-paragraph format, i.e., ‟Mainstream Media Turns to JESˮ blog. A brief paragraph follows the title (H1), summarizing the main points of the entire article. Each following paragraph is headed by a yellow subheading. These are important as they make articles easy to scan, and engage readers in the content to come. The image/ photo is usually at the top right corner unless it’s too large or additional images are required to illustrate the article. In all these pages: • Use easy-to-search keywords in the title. • Insert BUTTONS with links to take action (i.e., register, apply, etc.) where needed. • Always end with an appropriate Call to Action, i.e., register, apply, read more, contact ECS for more information. THE ELECTROCHEMICAL SOCIETY • Brand Guide

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Glossary

1. A font  is a graphical representation of text that may include a different  typeface,  point size, weight, color, or design. 2. A color wheel is a chart representing the relationships between colors. It is based on the colors of the spectrum as originally designated by Sir Isaac Newton. A tetrad is a color scheme in which four colors are distributed evenly around the color wheel, causing no clear dominance of one color. A  triad  color scheme is comprised of three colors evenly spaced on the  color wheel. The most basic triadic palettes are the primary colors (red, blue, and yellow), and the secondary hues (orange, purple, and green). Analogous means ‟likeˮ or ‟similar.ˮ Using analogous colors creates subtle differences in an image or design. 3. PMS refers to Pantone Matching System. 4. CMYK stands for the four ink plates used in some color printing: cyan, magenta, yellow, and key. 5. RGB is an additive color model in which the primary colors of red, green, and blue are added together in various ways to reproduce a broad array of colors. 6. A  HEX (hexadecimal) color  is a sixdigit combination of letters and numbers where the first two numbers represent red, the middle two represent green, and the last two represent blue.  

7. PDF: Portable Document Format File (Page Layout File) is a multi-platform document created by Adobe Acrobat or another PDF application. The PDF format is commonly used for saving documents and publications in a standard format that can be viewed on multiple platforms. In many cases, PDF files are created from existing documents instead of from scratch. 8. JPEG: Joint Photographic Experts Group (Raster Image File): A JPG (JPEG) file is an image saved in a compressed image format standardized by the Joint Photographic Experts Group (JPEG). It is commonly used for storing digital photos and used by most digital cameras to save images. JPG files are among the most common image files along with .PNG, .TIF (TIFF), and .GIF. 9. EPS: Encapsulated PostScript File (Vector Image File) is a graphics file saved in the Encapsulated PostScript (EPS) file format. It may contain 2D vector graphics, bitmap images, and text. EPS files also include an embedded preview image in bitmap format. 10. TIFF: Tagged Image File Format (Raster Image File) is a graphics container that stores raster images. It may contain high-quality graphics that support color depths from 1- to 24-bit and supports both lossy and lossless compression.22 TIFF files also support multiple layers and pages. (continued on next page)

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Glossary Sources https://negliadesign.com/ask-a-designer/whats-thedifference-between-pms-cmyk-rgb-and-hex/ https://www.computerhope.com/jargon/f/font.htm https://fileinfo.com https://www.keycdn.com/support/lossy-vs-lossless

11. Monochromatic colors are all the colors (tints, tones, and shades) of a single hue. 12. Grayscale is a series of shades ranging from pure white to pure black, used in displaying monochromatic images. 13. CMYK stands for cyan, magenta, yellow, and black, the standard colors used in offset, full color printing. 14. Spot: In offset printing, a spot color or solid color is any color generated by an ink (pure or mixed) that is printed using a single run, whereas a process color is produced by printing a series of dots of different colors. 15. PNG: Portable Network Graphic (Raster Image File) file is an image saved in the Portable Network Graphic (PNG) format. It contains a bitmap compressed with lossless compression similar to a .GIF file. PNG files are commonly used to store web graphics, digital photographs, and images with transparent backgrounds. 16. GIF: Graphical Interchange Format File (Raster Image File) is an image file saved in the Graphical Interchange Format (GIF). It may contain up to 256 indexed colors with a color palette that may be a predefined set of colors or may be adapted to the colors in the image. GIF files are saved in a lossless format, meaning the clarity of the image is not compromised with GIF compression.

18. A breadcrumb (or breadcrumb trail) is a kind of secondary navigation scheme that reveals the user‘s location in a website or Web application. The term comes from the Hansel and Gretel fairy tale. 19. Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines in order to maximize the number of visitors. SEO targets unpaid traffic rather than direct traffic or paid traffic and ensures that the site appears high on the list of results returned by a search engine. 20. Electrochemistry is the study of the relationship between chemical and electrical change. Electrochemical science has a multitude of applications, ranging from solar technology to biomedical innovations. 21. Solid state science deals with the relationship between atomic structure and the electrical, chemical, optical, and physical properties of solid materials. Applications include electronic and optical devices, displays, and sensors. 22. Compression can be  lossy  or  lossless. Lossless compression means that as the file size is compressed, the picture quality remains the same—it does not get worse. Also, the file can be decompressed to its original quality.  Lossy  compression permanently removes data.

17. The aspect ratio of an image is the ratio of its width to its height. THE ELECTROCHEMICAL SOCIETY • Brand Guide

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Resources and Contact ECS brand identity tools • • • • •

About ECS Brand elements ECS master brand and logos Templates Photographs/Images

ECS brand assets • ECS Brand Assets for Non Staff • ECS Brand Assets for Staff: S:\ECS Headquarters\Brand Guide & Assets If you require a different file type than what is provided in the Brand Assets file, please, email customerservice@electrochem.org with your request.

Branded promotion items Direct all requests for branded promotional items to customerservice@electrochem.org.

Contact For more information, questions or comments, please contact the ECS Graphic Design & Print Production Manager at customerservice@electrochem.org. For bulk commercial printing of this guidelines document, express written permission is required from customerservice@electrochem.org.

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Profile for The Electrochemical Society

ECS Brand Guide