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  • NationalRadioAstronomyObservatory

    STYLE GUIDEStandards for Graphic Style & Design

  • NRAO MissionThe National Radio Astronomy Observatory

    enables forefront research into the Universe

    at radio wavelengths.

    In partnership with the scientific community, we

    Provide world-leading telescopes,

    instrumentation and expertise

    Train the next generation of

    scientists and engineers

    Promote astronomy to foster a

    more scientifically literate society

    2

  • 3

    The NRAO mission requires communicatingthe Observatory's value, accomplishments,and scientific promise to diverse audiences:the astronomical community, the broaderscience community, the National ScienceFoundation and other funding agencies,policy-makers, teachers and students, themedia, and the public. To improve our abilityto effectively communicate with our manystakeholders, we have recently created thenew, modern, and visually compellingNRAO brand that is described by this guide.

    The elements of this new NRAO brand createa unified and attractive look for all our internaland external communications, including anew logo that is evocative of our mission.Each of our new brand's components andthe guidelines for their use are describedhere. I trust that every employee willbecome familiar with our new brand andconsistently employ it in all internal andexternal NRAO communications.

    Fred K. Y. LoNRAO Director

    FROM THE DIRECTOR

  • MISSION Statement. . . . . . . . . . . . . . . . . . . . . . . . 2

    LETTER from the Director. . . . . . . . . . . . . . . . . . . 3

    INTRODUCTION of The NRAO Identity. . . . . . . 5

    COMPONENTSNRAO Logo. . . . . . . . . . . . . . . . . . . . . . . . 7

    Logo Colors. . . . . . . . . . . . . . . . . . . . . . 8Minimum Print Size. . . . . . . . . . . . . . . . 9Printed on a Dark Background. . . . . . . . 9Combined with Name. . . . . . . . . . . . . 10Combined with Name & Tag Line. . . . 11Unacceptable Usage. . . . . . . . . . . . . . . 12

    NRAO Logo with NSF Logo. . . . . . . . . . . . 13NRAO Logo with Name & NFS Logo. . . . 14

    Version with Tag Line. . . . . . . . . . . . . 14NRAO Logo with Other Logos. . . . . . . . . 15NRAO Accent Colors. . . . . . . . . . . . . . . . 16Typography. . . . . . . . . . . . . . . . . . . . . . . . . 17

    APPLICATIONSStationery . . . . . . . . . . . . . . . . . . . . . . . . . 19

    Letterhead . . . . . . . . . . . . . . . . . . 19 - 20Letterhead Additional Pages. . . . . . . . 21Envelopes . . . . . . . . . . . . . . . . . . . . . . 22Business Cards . . . . . . . . . . . . . . . . . . 23 Fax Cover. . . . . . . . . . . . . . . . . . . . . . 24

    Multi-Media Presentations . . . . . . . . . . . . . 25NRAO Official Reports . . . . . . . . . . . . . . . 28 NRAO Scientific Posters . . . . . . . . . . . . . . 34

    CONTENTSStandards for Graphic Style & Design

  • 5

    The new NRAO visual identity program wascreated to ensure that our communicationsmaterials are coherent, coordinated andeffective. To understand the function and valueof an identity program, it is important torecognize that every organization has a specificpublic identity an identity partly formedby the look and style of its communicationmaterials. Consistent, well-designed materialsstrengthen public awareness, contribute tooverall reputation and effectively work toreinforce all of the organization's activities.

    Each time the NRAO communicates with itsaudiences, we have an opportunity toincrease recognition of our unique characterand mission. We believe projecting a unifiedlook will support the message that science,innovation, and partnership are fundamentalto our mission of enabling forefront researchinto the Universe at radio wavelengths.

    INTRODUCTION

  • COMPONENTS

  • 7

    NRAO LOGO

    The Logo

    The new NRAO logo has been designed to provide a bold memorable symbol to represent the National Radio Astronomy Observatory in all forms of communications. Developed as a result of consensus, the logo has been updated and modernized to increase awareness and build recognition. To honor our traditions and our future, the new logo incorporates a stylized image of an antenna and our acronym. This symbol constitutes our basic logo and functions as the cornerstone of our brand and visual identity. This symbol may be used alone or with our name.

    Consistent and correct use of the logo in all NRAO communications is crucial for achieving maximum visual impact and organizational unity.

    Electronic files of the logo are available on line in a variety of suitable formats. They can be found at https://info.nrao.edu/nrao-brand/the-nrao-brand. The content and color of these files should never be altered.

    Safety Area

    A key design element of the new NRAO logo is its safety area. This safety area is the amount of white space that must be provided around the logo, ensuring its visibility and impact. The safety area size varies with the size of the logo. As shown in Figure 2, if X is the height of the letters NRAO in the logo, then X is the minimum width of the safety area or white space that must surround the logo.

    1X

    1X

    1X

    1X

    https://info.nrao.edu/nrao-brand/the-nrao-brand

  • 8

    Use of color is integral to the NRAO logoand our overall visual identity. Since the NRAOlogo was designed with a graduated dark bluebackground to evoke deep space it shouldbe reproduced in the specified colors wheneverpossible. The interior elements, the antenna,acronym and star symbol are reversed outto white.

    Logo Colors for Printing

    PMS Colors PMS 280 - Blue PMS 296 - Blue Black

    CMYK ColorsPMS 280 and 296 are easily matchedin CMYK for 4/C process printing. Please see their CMYK values to the right.

    Logo Colors for Viewing on Screen

    RGB ColorsBlue = R 0, G 39, B 118Blue Black = R 3, G 30, B 47

    Logo Colors for Web Applications

    HTML ColorsBlue = 002776Blue Black = 0321E2F

    NRAO COLORS

    PMS 280

    c 100m 78y 5k 18

    PMS 296

    c 100m 73y 30k 83

  • 9

    Minimum Printed Size

    To assure its readability, visibility, and impact,the NRAO logo should not be scaled below0.5 inch in width.

    Printed on a Dark Background

    An NRAO logo with a white rule surroundhas been designed to be used whenever thelogo is used against a dark background. Thewidth of the rule is relative to the logo andautomatically scales.

    NRAO LOGO

    .5"

  • 10

    Logo Combined with Full Name

    The NRAO logo is often used in combinationwith our full name National Radio AstronomyObservatory. The lettering and spacing havebeen specifically designed and are not subjectto change or manipulation. The only acceptablefont to use is Gill Sans MT Regular. It isimportant to maintain the safety areaaround the logo. The size of the font andspacing between the lines is dictated by thesize of the logo. The following are 3 suitableversions of our logo with our name, andone version which is not acceptable.

    Name on Right Side of Logo

    In this version, the top of the capital letter Nin the first line and the bottom of the capitalletter O in the bottom line are flush withthe respective edges of the logo. Pleasenote, it is not acceptable to use any otherfont, bold letters, adjust kerning or vary thespacing of the words in any way.

    Name below Logo

    In this version, the name is sized accordingto the width of the logo. The key to the fontsize is the word "Observatory". It is sized tobe flush left and right with the logo, suchthat the outside edge of the "O" and theouter most edge of the "y" are lined up leftand right as seen here. The safety area ismaintained. Please note, it is not acceptableto use any other font, bold letters, adjustkerning or vary the spacing of the words inany way.

    NRAO LOGO

    1XNationalRadioAstronomyObservatory

    1XNationalRadioAstronomyObservatory

  • 11

    Name & Tag Line with Logo - recommended for display graphics

    This version is recommended for large scalereproduction such as display graphics. Sizingof the name and tag line is relative to thesize of the logo. The height of the 'N' inNational is always 40% of the logo height,and positioned so that the top of it is flushwith the top edge of the logo. The height ofthe 'E' in Enabling is 24% of the logo height,and positioned so that the bottom of the 'E'in Enabling is flush with the bottom edge ofthe logo.

    When used in other applications, rememberthat the logo must be a minimum of .5 inchwide, and the proper safety space maintained.

    NRAO LOGO

    National Radio Astronomy ObservatoryEnabling forefront research into the Universe at radio wavelengths

  • 12

    Nat

    iona

    l Rad

    io A

    stro

    nom

    y O

    bser

    vato

    ry

    Unacceptable Usage of Logo

    DO NOT USE!

    To the right is a version of the logo whichshows how NOT to use it. This unacceptablesample, which is rotated to fit on the page,shows the logo less than .5 inch wide andshows the logo being overwhelmed by thesize of the name. Notice how difficult it is tomake out the logo at this small size.

    NRAO LOGO

  • 13

    The NRAO encourages use of the NSF logoon NRAO communications to highlight ourrelationship with the NSF. The National RadioAstronomy Observatory is a facility of theNational Science Foundation operatedunder cooperative agreement by AssociatedUniversities, Inc.

    Safety Area & Position

    When the logos are used in the same spacethey should be arranged and proportionedas per this layout. The NSF logo should besized @ 75% of the NRAO logo and positionedto maintain the safety area. They should bothbe reproduced in color whenever possible.

    NRAO LOGO with NSF LOGO

    75%of height

    1X

    1X

  • 14

    National Radio Astronomy ObservatoryA facility of the National Science Foundation

    National Radio Astronomy ObservatoryEnabling forefront research into the Universe at radio wavelengths

    Version with Facility Affiliation

    When the logos are used in the same spacethey should be arranged and proportionedas per this layout. The NSF logo should besized @ 75% of the NRAO logo and positionedto maintain the safety area.

    NRAO LOGO with NAME & NSF LOGO

    Version with Tag Line

    When the logos are used in the same spacethey should be arranged and proportionedas per this layout. The NSF logo should besized @ 75% of the NRAO logo and positionedto maintain the safety area.

  • 15

    When the NRAO logo is placed with otherlogos on our communications materials itshould appear first in the order and be largerthan the other logos. Size the other logos to75% of the height of the NRAO logo. Whenthe NSF logo is present it should next in line.

    White Space & Position

    The spacing between the logos should appearequidistant, and the safety should be maintained.

    NRAO LOGO with ALL OTHER LOGOS

    75%of height

    1X

    1X

    1X 1X

  • 16

    PMS 187

    c 5m 100y 71k 22

    PMS 542

    c 64m 19y 1k 4

    Sample brochure with Accent Colors for display type

    Colors PMS 187 Red and PMS 542 LightBlue are the designated accent colors forany display type. Neutral colors and similarcolors may also be used for accents; it isimportant however not to introduce anystrong colors, such as orange, purple orgreen, which could alter the overall palette.

    Accent Colors for Printing

    PMS Colors PMS 187 - Red PMS 542 - Light Blue

    CMYK ColorsPMS 187 and 542 are easily matchedin CMYK for 4/C process printing. Please see their CMYK values to the right.

    Accent Colors for Viewing on Screen

    RGB ColorsRed = R 167, G 25, B 48Light Blue = R 100, G 160, B 200

    Accent Colors for Web Applications

    HTML ColorsRed = A71930Light Blue = 64A0C8

    NRAO ACCENT COLORS

    PMS 542 orc64, m19, y1, k4

    PMS 187 orc5, m100, y71, k22

  • 17

    The Gill Sans MT typeface family should be usedfor all NRAO literature and communications,including electronic media. The Gill Sans Familyof fonts was carefully chosen for its clean clearappearance, legibility and flexibility. Gill SansMT was selected specifically for its usabilityacross the maximum number of platforms.The aim is to provide a sufficiently simple yetflexible structure to bring all communicationsunder one clearly recognizable brand.

    TYPOGRAPHY

    Gill Sans MT RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

    Gill Sans MT ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

    Gill Sans MT BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

    Gill Sans Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

  • APPLICATIONS

  • 19

    Letterhead

    Size: 8.5" x 11"

    Colors for Print: PMS 280, PMS 296and Black

    Paper Stock Specifications:White, smooth finish 28 # 98% Brightness

    Electronic templates are available at: https://info.nrao.edu/nrao-brand/the-nrao-brand

    Font: Gill Sans MT

    Layout specifications: The logo is 1" tall. It is placed 1" from the left and 2" from the top. The NRAO name and address begin at the safety area. All dimensions noted are in reference to the upper left corner.

    Typing specifications: All letters should be typed in 11 point Gill Sans MT with single line spacing or 1.5 line spacing. Maintain a 1" margin left and right, a 2.5" margin from the top, and a 1.5" margin from the bottom.

    Example found on next page.

    NRAO STATIONERY

    https://info.nrao.edu/nrao-brand/the-nrao-brand

  • 20

    Letterhead

    The National Radio Astronomy Observatory is a facility of the National Science Foundation operated under cooperative agreement by Associated Universities, Inc.

    National Radio Astronomy Observatory520 Edgemont RoadCharlottesville, VA 22903 USA434.296.0211www.nrao.edu

    Ms. Jane DoeStreet addressCity, ST 10000

    Month 27, 2008

    Dear Ms. Doe:

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