Book 3 Visual Standards Guide

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Brand Soul:

Pioneering the future.

Brand mission:

NASA will inspire innovation, accelerate science, and promote global collaboration for the courageous because courage has the power to fuel progress in order to make groundbreaking achievements.

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Keywords

INNOVATION Find a way to do the impossible.

EXPLORATION Embrace the courage to venture into the unknown.

DISCOVERY New experiences await just beyond the horizon.

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How to use this guide These principles are designed to simplify design choices for anyone working with NASA. The brand identity principles provide you with a structure to work with.

Think of this guide as a tool to build a consistent brand presence when designing deliverables. This way we can ensure we will benefit by using these guidelines in our everyday work and contribute to a stronger, more focused brand.

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3.1 Brand Introduction 3.2 Visual Standards Guide 3.3 Deliverables

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“That’s one small step for man, one giant leap for mankind,” - Neil Armstrong

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CHAPTER ONE

Who is NASA? Since its inception, NASA has been at the forefront of innovation, providing cutting-edge equipment and expertise worldwide. Renowned for iconic moments such as the Apollo moon landings, NASA has become a symbol of American ingenuity.

As a pioneer in space exploration, NASA sets the standard for conducting missions beyond Earth’s boundaries. While NASA’s legacy is deeply rooted in space exploration, its role has evolved to include collaborative efforts with emerging space agencies worldwide. Looking ahead, NASA will continue to push the boundaries of scientific discovery and exploration with creativity and ingenuity.

This is an introduction to our brand, designed to offer a glimpse into NASA’s history and provide context for our future missions. While space exploration has been our primary focus since our inception, we strive to expand beyond our traditional boundaries.

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MISSION

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We inspire innovation, accelerate science, and promote global collaboration for the courageous because courage has the power to fuel progress in order to make groundbreaking achievements.

This is the newly crafted mission statement, pivotal in creating NASA’s new brand image. It’s imperative to recognize that the revised mission encapsulates a broader scope beyond solely space exploration. It embodies our commitment to advancing not only the frontiers of space exploration but also our dedication to innovation, exploration, and discovery.

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Keywords are the building blocks of brand identity, encapsulating the essence of what a brand stands for. They distill complex concepts and emotions into simple, memorable terms that resonate with both internal stakeholders and external audiences.

Keywords INNOVATION Find a way to do the impossible.

EXPLORATION Embrace the courage to venture into the unknown.

DISCOVERY New experiences await just beyond the horizon.

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Attributes give us an option to use more keywords because we feel that a brand can’t be defined with only three words. These keywords evolved into key phrases which set up the exploration in the visual development phase.

We are innovative.

We are collaborative.

We craft novel solutions for the most formidable challenges we encounter.

Collaborating with partners both domestic and international.

We are influential.

We are iconic.

Our actions have significantly reshaped the landscape of science .

Our brand embodies the original American spirit, one that was about being a united nation towards one goal.

We are courageous.

We have continually shown that its possible to go where no human has gone before, but getting there takes courage.

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we have a new name.

YES, TO ALIGN WITH OUR EXPANDED MISSION, WE BELIEVE THE ORIGINAL NAME NO LONGER ACCURATELY REFLECTS NASA’S DIVERSE FOCUS BEYOND SPACE.

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As such, the National Aeronautics and Space Administration will be renamed to better represent our full commitment to scientific discovery and innovation. It is recognized that the named has been the same since 1958. However, in modern day, we understand space is achievable and NASA isn’t just about space anymore. Therefore, The National Aeronautics and Space Administration will now be known as:

The National Agency for Scientific Advancement.

We believe that renaming fully encapsulates the depth of experience and resources NASA has acquired since its founding in 1958. This change signifies a broadening of our focus beyond space science to encompass all scientific disciplines.

You are looking at the new name introduction of the brand. This is important moving forward with explaining design concepts, design decisions, and design rules.

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CHAPTER TWO

Visual Standards Guide

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The New Logo NASA is truly one-of-a-kind. Therefore, the new logo needed to be equally unique. This new design symbolizes our entire company and serves as our signature. When used, the mark represents our trust, expertise, determination.

However, it’s use should be reserved for use in formal events, activities, and promotional material.

The logo should always be reproduced from master files. Refer to the logo rules* for guidance on proper usage. Additionally, a suite of alternates accompanies the mark, providing a full range of creative possibilities and uses.

* Logo rules are on pages 16 & 17

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Primary Brandmark

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LOGO ANATOMY

x

2x

x

x x

This shows how the mark was made in the event someone would need to get the proportions corrected. However, users should only use copies from the master and should refrain from building the mark from sight.

2x

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CLEAR SPACE

This is clear space. Clear space is the amount of room needed to clearly see and read the brand mark. No other design elements should be within these boundaries or else the mark will not look as intended.

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Wordmark 1A & 1B

PMS 282C

Black

Alternate 1A

Alternate 1B

PMS 282C

Black

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Wordmark 2A & 2B

PMS 6212C

White

Alternates 2A

Alternates 2B

PMS 6212C

White

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Logo Rules WHAT TO DO These are the rules for use. The rules are in place to create a consistent use of the logo and logotype. The logo locations are described below with color. The logo can be used anywhere in the clear column. The logo is allowed in the yellow area only if it is needed for balanced composition, alignment with text, or spanning across the two columns. The logo is not allowed in the orange column for any reason.

There are no restrictions with Alternates 1A, 1B, 2A, and 2B which is the wordmark alone.

Position 1: Top-right corner

Position 2: Mid-line

Position 3: Bottom-right corner

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Logo Rules WHAT NOT TO DO

Rule 1 Do not place primary on a low contrast background.

Rule 2 Do not add effects in any way.

Rule 3 Do not replace wordmark with a similar looking typeface. This typeface was hand designed for the brand and is not commercially available.

Rule 4 Do not place brand mark over a pattern. There should be clear space around it.

Rule 5 Do not make the brandmark a single color other than whats described in this guide.

NASA

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Core Color Palette This is the core color palette. NASA Navy and Moon Grey are the primary colors to use. Stratos Blue and Sunny Gold are complimentary colors.

Stratos blue should only constitute 1/3 if used in a design. Sunny Gold should be used only to bring emphasis to small and/or significant

PMS 296C

PMS 2707C

PMS 6212C

PMS 7578C

R5 // G30 // B45

R195 // G215 // B238

R125 // G130 // B135

R220 // G 105 // B50

“NASA Navy” Primary Color

“Stratos Blue” Primary Color

“Moon Grey” Accessory Color

“Horizon Orange” Spot Color

PMS 123C R255 // G 200 // B45

“Solar Gold” Spot Color

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Text Color Options These color combinations have been identified to pass the standard for contrast on webpages.

NASA NAVY AS FOREGROUND

NASA NAVY AS BACKGROUND

Option 1

Option 1

Option 2

Option 2

Option 3

Option 3

OPTION 4

OPTION 4

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Typefaces Termina Heavy, 50/52, +30 Tracking

Trade Gothic Bold Condensed, 30/34, +5 Tracking

termina.

TRADE GOTHIC

Termina Light, 13/19, +0

Letter Gothic Std Bold Slanted, 14/16, +0

TERMINA

Letter Gothic Std

Kohinoor Devanagari Light, 10/14, +0

Trade Gothic Next Condensed No. 18, 8/12, +10

Kohinoor Devanagari

Trade Gothic

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Type System

title.

This is the header THIS IS THE SUBHEAD Our typography tone is both bold and classic. While we embrace our modern and innovative identity, we also cherish our classic roots. Our typefaces blend bold light sans-serifs to create a striking balance between contemporary updates and traditional elegance.

Our typography tone serves as a distinctive reflection of our brand legacy. While we pride ourselves on being a modern and innovative brand, we remain deeply rooted in tradition and heritage.

“...We remain deeply rooted in tradition and heritage.”

-NASA

This is a caption. It is intended for quiet reading.

It features a paragraph rule above and is presented in lower contrast compared to the main copy.

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Brand Pattern Brand pattern is inspired by the lenses of the Webb Telescope (below), the most powerful telescope created. Currently, the rules are no rules and apply freely.

CONSTRUCTING A PATTERN Rules for Constructing a Pattern 1. The number of hexagons must be a multiple of 4.

2. Color hexagons to make a colorful balance.

3. The color ratios should follow what is outlined on page 18.

• 50% NASA Navy/Stratosphere Blue • 25% Moon Grey • 15% Horizon Orange • 10% Solar Gold

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