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BRAND GUIDE

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Table of Contents Introduction

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Mission

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Logo Logo Structure Curve Logo Variations Full-color Alternate Versions Color Palette Typefaces

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Logo Usage and Placement Logo Clear Space Logo Size Requirements WREC Logo Unacceptable Uses File Nomenclature File Formats

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Tone and Verbiage Be concise Be consistent with tenses Avoid flowery language Common Terms

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Introduction The purpose of this guide is to provide the individual(s) in charge of the Wabash River Enhancement Corporation’s brand with guidelines which accurately reflect WREC’s mission, and demonstrate consistency in tone, voice, word choice, and design.

Mission The mission of the Wabash River Enhancement Corporation is to enhance the quality of life in the Wabash River corridor by creating sustainable opportunities to improve health, recreation, education, economic development, and environmental management.

Logo Logo Structure The WREC logo is comprised of 3 elements.

1. Wabash River text 2. Curve 3. Enhancement Corporation text

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Logo Variations Below are the only acceptable versions of the WREC logo. Full-Color: There are two full-color versions of the WREC logo which are included below. Either version of the full-color logo is preferred. Whenever possible this version should be used on all materials with a white or light-colored background. Clarity and legibility should be taken into consideration when choosing between the preferred logos.

Alternate Versions White and black logos are offered to help meet organizational needs. These versions of the logo are not preferred for most branded documents, but can be used on materials that may have colors that clash with the preferred color logo or on official paper materials such as a letterhead. White: The knockout version is for use on a dark background or photograph. When using this version, you must ensure that the color or photograph is dark enough to provide enough contrast for clarity and legibility. Black: When using the black version of the logo, ensure that the background or photograph is light and provides contrast for clarity and legibility.

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Color Palette The WREC full color logo is comprised of two colors. To ensure that accurate color reproduction is used, please see the detailed color information below.

HEX: 086D39

HEX: 15133F

R: 8 G: 109 B: 57

R: 21 G: 19 B: 63

C: 89.43 M: 32.17 Y: 98.84 K: 23.06

C: 100 M: 98.15 Y: 41.5 K: 49.19

Logo Usage and Placement Logo Clear Space Clear space or “breathing room” should be maintained around the WREC logo. Clear space defines the minimum distance from the logo to the edge of a printed piece. The minimum clear space is no less than .25”.

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Logo Size Requirements Ensuring that the logo is the correct size and clear of competing imagery or text gives the logo the maximum impact. The logo can be scaled down to a minimum size of 0.25�. Always maintain the logo’s aspect ratio when scaling.

WREC Logo Unacceptable Uses It is important to use the logo correctly to respect the integrity of the logo. The WREC logo may not be modified, altered, or corrupted, in any manner. Any modifications to the logo diminishes its impact. Some examples of incorrect usage of the logo are shown below. Logo has been stretched.

Additional elements have been added.

Logo is not in WREC branding colors.

Colors have been flipped.

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File Formats The WREC logo is available in multiple file formats depending on the intended medium. Use the chart below as a guide when choosing which file format to use. File Type: EPS

File Type: JPEG

File Extension: .eps

File Extension: .jpg

Resolution: vector Attributes: Highest Quality file. Can be scaled infinitely. Preferred file format for vendors, displays, and items such as shirts, mugs, etc.

Resolution: Print - 200 dpi, Digital 72 dpi Attributes: Pixel file, scaling above 100% will decrease image quality. Uses include word processing and digital.

File Type: PNG

File Type: PDF

File Extension: .png

File Extension: .pdf

Resolution: Print - 300 dpi, Digital 72 dpi Attributes: Pixel file, scaling above 100% decreases image quality. Uses include word processing and digital.

Resolution: 96dpi Attributes: Can be viewed on any operating system, relatively small file size.

Tone and Verbiage Be Concise Materials produced for WREC should be straightforward and free of unnecessary details or words. Concise writing should be active and use minimal descriptive language. Below are examples of current writing samples from WREC’s website and flyer and their suggested edits for conciseness.

Incorrect: WREC is governed by a nine-member board of directors. Daily operations are maintained by four staff members (reword to combine information into one sentence). WREC’s first five years of operation were funded through a $500,000 North Central Health Services grant, and since 2011, operations have been funded through a dedicated allocation from the Tippecanoe County Innkeeper's Tax revenue. Operations and programming are also funded through grants generously provided by North Central Health Services and the Indiana Department of Environmental Management. In order to expand our efforts, WREC continues to seek funding for planning, land acquisition, environmental work, and development

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projects through public and private sector funding sources. (reword so “funding” is not used twice).

Correct: WREC is governed by a board of nine directors and is operated day-to-day by four staff members. From 2004-2011, WREC was funded through a $500,000 grant from North Central Health Services. Since 2011, operations have been funded through a dedicated allocation from Tippecanoe County Innkeeper's tax revenue. Additional operations and programming funds are received through generous grants from North Central Health Services and the Indiana Department of Environmental Management. WREC is continually seeking public and private sector funding sources for planning, land acquisition, environmental work, and development projects.

Be Consistent With Tenses Write in third person. WREC materials should not include first and second person pronouns such as your, we, and our. When possible, pronouns should be avoided altogether. Below is an example taken from the WREC website and corrected for tense. Incorrect: The Wabash River Enhancement Corporation (WREC) is a 501c3 nonprofit agency. We (use WREC instead) leads community efforts to develop long range plans to improve the riverfront, the river corridor, and water quality; and then we engages the community in their implementation. Our (Use WREC instead) mission is to enhance the quality of life in the Wabash River Corridor by creating sustainable opportunities to improve health, recreation, education, economic development, and environmental management. Correct: The Wabash River Enhancement Corporation (WREC) is a 501c3 nonprofit agency in Lafayette, Indiana dedicated to improving and maintaining the Wabash riverfront and river corridor. WREC’s mission is to enhance the quality of life in the Wabash river corridor by creating sustainable opportunities to improve health, recreation, education, economic development, and environmental management.

Avoid Flowery Language Be straightforward. All materials created for WREC should represent the organization in a polished and professional manner, delivering facts and relevant information. Individuals should avoid the use of overly colorful and flowery language and keep exclamation points to a

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minimum. Below you will find text taken from WREC’s website with the suggested edits to eliminate flowery language. Incorrect: The Wabash River is home to 150 amazing species of fish including the Paddlefish, the oldest surviving animal species in North America! Its watershed provides habitat for Osprey, majestic Bald Eagles, River Otters, and over 100 endangered, threatened or rare plants and animals!

Correct: The Wabash River is home to 150 species of fish including the Paddlefish, the oldest surviving animal species in North America. Its watershed provides habitat for Osprey, Bald Eagles, Otters, and over 100 endangered or rare plants and animals.

Common Terms Below are commonly referenced terms in WREC’s materials. These terms should be defined once, the first time they are used in a text, to avoid repetition. Bottomland hardwood forests: river swamps; deciduous forested wetlands made up of different gum species, oak, and Bald Cypress River corridor: the minimum area that is able to contain a major flood and pass water safely to the sea Watershed: the dividing line of two drainage areas River Bed: the bottom of a body of water Mouth: The end point of a river; the place where a river flows into a larger body of water Levee: A barrier constructed to prevent a river from flooding

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