Brand Guide & Graphic Standards
R e vi sed 11.04 N P R ® Corporate Identity Sta n d a r d s
INTRODUCTION
In a highly competitive media world, the need for a strong, clearly-defined company identity could not be greater. While being a giant enterprise is not one of NPR’s goals, as a non-profit organization we are still faced with the impact that a largely unknown and out of sync image has on our organization. A weak and unknown identity can impair NPR’s ability to develop the best possible programming, secure corporate underwriting, recruit the brightest talent, and ultimately serve the public in the best possible manner. Consequently, in February 1997, NPR, working with CKS New York, a consulting firm specializing in brand and identity development, began developing a program to enhance its identity. In addition, NPR will continue its campaign to strengthen its identity by establishing proper guidelines for use of its visual identity, including all of its registered and unregistered marks.
I. NPR IDENTITY
The key elements of the NPR identity system are the NPR logo, a graphic expression of the organization’s personality, and the NPR audio logo, an aural expression of the organization’s personality.The NPR logo is composed of a graphic representation of the three letters “n,” “p,” and “r,” and does not include the name “National Public Radio.” The new NPR logo is a service mark of National Public Radio, Inc. and must always be displayed with the “SM” symbol until it is officially registered as a service mark by the U.S. Patent and Trademark Office. Once the new logo is registered (those licensed to use the mark will be advised when it has been registered), the NPR logo must always be displayed with the encircled “®” symbol. While the NPR logo spells out our initials in lower case within its graphic representation, the letter combination “NPR” in all caps is also a separately registered service mark.The letter combination “NPR” and the name “National Public Radio” are both registered service marks of National Public Radio, Inc. and each must have a legible ® affixed to it.
NPR Nomenclature “NPR” shall be the primary communicative name, and shall only be referred to as NPR rather than “National Public Radio.” In the past, NPR has referred to itself as “NPR” and “National Public Radio” interchangeably and inconsistently. In addition, the words “National,” “Public,” and “Radio” perpetuate some of NPR’s most common perceptual problems. A significantly large number of individuals believe that NPR receives most of its income from the federal government, is publicly traded, is a government institution, or is the same organization as PBS.These misperceptions can
1 inhibit our ability to secure underwriting and successfully distinguish ourselves from the competition. “National Public Radio,” should only be used within a body of text to endorse NPR. For legal documents use “National Public Radio, Inc.” “National Public Radio” shall not be used in lieu of the NPR logo and the NPR name.
Trademark vs. service mark A trademark is any word, name, phrase, symbol or design, or combination thereof used in commerce to identify and distinguish goods of one party from those of others. A service mark is the same as a trademark except that it identifies and distinguishes the services of one party from those of others. A trademark is abbreviated TM and a service mark is abbreviated SM. Since NPR is in the business of producing and distributing radio programs and providing other services to its member stations and listeners, we use the word “service mark” in lieu of “trademarks” to identify and distinguish NPR’s programs and services. The trademark owner must apply to register the mark with the U.S. Patent and Trademark Office (PTO) before federal protection begins. Word mark vs. design mark A word mark is a trademark or service mark for a word or phrase that NPR uses in commerce. A design mark is a trademark or service mark for a symbol or logo that NPR uses in commerce. Registered vs. unregistered The “®” symbol is used only when the word mark or design mark have been registered through the U.S. PTO. The “SM” and “TM” symbols are used when a word mark or design mark is in the process of being registered. Until the mark is officially registered, is it unlawful to use the “®” symbol. “SM” appears next to service marks and “TM” appears next to trademarks. A new NPR mark for programming, services, or products should not be used in commerce with the “SM” or “TM” designation without first discussing the new mark with an attorney in NPR’s Office of the General Counsel. When should you use “®”,“SM”, or “TM”? These symbols must appear with the first occurrence of a word mark in the body copy of any given document, even if it’s a possessive form.Titles, heads, and subheads are exempt from the rule.The initial registration symbol covers all additional instances of the word mark in the same document. For design or editorial reasons, you may opt not to use the “®”, “SM”, or “TM” so long as you include a legal disclaimer tailored for the specific marks referred in the document. Most NPR disclaimers conform to the following model : [word mark] and the [word mark logo] are registered and unregistered service marks of National Public Radio, Inc. On most printed materials, disclaimers should appear at a size no larger than 7-point type. For oversized applications such as roadside billboards, size of type should be adjusted accordingly. If you are unsure about the accuracy of a legal disclaimer, contact an NPR attorney or NPR’s Communications division.
2 Copyright line To establish NPR as the owner of any published material (technical document, advertising, films, videos, etc.) use the following copyright line: ©[year of publication] National Public Radio, Inc. On most printed materials, the copyright line should appear at a size no larger than 7-point type. For oversized applications such as roadside billboards, size of type should be adjusted accordingly. On other materials, consult the producer. If you are unsure about the accuracy of a legal disclaimer, contact NPR’s Communications division at (202.513.2317 or 513.2325).
NPR word mark registration status
re g i s t e r ed word marks u n r e g i s t e red word marks owned by NPR developed by NPR All Things Considere d ® At the OperaS M A n t h e m ® Billy Ta y l o r ’s Jazz at the Kennedy AT C ® C e n t e r S M Class of 2000: Family Stories® E u o n l i n e S M Class of 2000: The Prejudice Puzzle® e X p l o re R a d i o S M C o m m u n i q u e ® Jazz from Lincoln CenterS M Jazz Alive® NPR Newscast ServiceS M Jazz Pro f i l e s ® NPR World of OperaS M Link Up With Us® R e w i n d S M M o r ning Edition® World Radio NetworkS M National Public Radio® N P R ® NPR Satellite Services® w o r d marks not owned by NPR NPR takes you there® Car Ta l k ® Performance To d a y ® F resh Air® Public Radio Satellite System® J a z z S e t ® Radio Expeditions® On the Media® Sounds Like Science® Only a Game® Talk of the Nation® Says Yo u ! ® Wade in the water® Selected Shorts® Wait, Wait... Don’t Tell Me!® Sunday Morning Baro q u e ® Weekend Edition® Rock & Roll America® Weekly Edition: The Best of NPR News® The Thistle & Shamro c k ®
3 II. NPR TYPOGRAPHY
Bell Gothic Black is the principal typeface for NPR.The NPR name typeface functions as a second element of the identification. Its use in all signatures, signs, business forms, stationary, advertising, and promotion helps to tie these communications together and quickly identify the organization. NPR must always appear in Bell Gothic Black when used as headline or subheadline copy. It is not necessary that NPR appear in Bell Gothic Black when NPR is used within a body of text. For print communications, the NPR name has been typeset in Bell Gothic Black on reproduction sheets for use as camera-ready art. NPR®
B ell Gothic Black
4 III. NPR LOGO
Proper Use The proper use of the NPR logo is essential in order to ensure consistent corporate identity and strengthen its overall impact.The logo must not be altered in any way, redrawn, embellished, or recreated. Variations are not permitted.
Color Standards The NPR logo must be reproduced in multiple colors as shown on page 4 every time multiple colors are used to advertise and promote NPR and its programs. The NPR logo shall only be reproduced in one color when no more than two colors are being used to advertise and promote NPR and its programs. The NPR logo may only be reproduced in a single color for materials used with NPR itself and situations, both internal and external, where full color is impractical or uneconomical, such as newsprint and one or two color reproduction. The effective use of the corporate colors requires a high degree of quality control in color matching. The variables like the type of paper, amount and type of ink, printing equipment, and the character of light which falls upon or is projected onto the color all affect the final color. Satisfactory color matching cannot be achieved by only specifying a number or system.To insure correct color reproduction, match colors visually to swatches from a Pantone Color Specifying System.
Master Art The proportion, space, and size relationships of the NPR logo have been carefully developed for optimum performance. Only use camera-ready artwork available on disks, logo slicks or the NPR Members Only Web Site when reproducing the logo. Call NPR Corporate Identity to request copies.
5 NPR LOGO IN COLOR
Shown below are two approved forms in which the NPR logo can appear in color.The positive form of the NPR logo has been developed for use against white or light-colored backgrounds. The reverse form of the NPR logo has been developed for use against black or dark-colored backgrounds. In order to achieve the best possible color fidelity, it is important to visually match the swatches from the Pantone Color Specifying System to the final color being printed, painted, or produced.
POSITIVE
REVERSE
®
6 Proper Color Specifi c a t i o n s
7 NPR Logo in Black and W h i t e
Only use black ink (or white ink against a dark-colored background) when printing the NPR logo in a single color. However, if using colors other than black or white ink, use the darkest ink color on a light-colored background, and the lightest ink color on dark-colored background. Reproduction of the NPR logo in one color should only be used for internal-use materials such as NPR business forms and memorandums and for both internal and external promotional situations where full color is impractical or uneconomical, such as newsprint and one or two-color materials. The positive form of the NPR logo must always be used against white or light-colored backgrounds as shown below.The reverse form of the NPR logo must always be used against black or dark- colored backgrounds as shown below.
POSITIVE ®
REVERSE ®
8 Incorrect Forms of the NPR L o go
A well-established and consistently presented servicemark is a very valuable asset to an organization. In order to protect and strengthen the trademark status of the NPR logo, the original approved versions must not be altered, modified, added to, or changed in any way, The examples on this page demonstrate many, but not all of the incorrect variations which are prohibited. Such misuses will undermine the value of the NPR logo status as a servicemark and affect the consistency of corporate identity. It is important to present the NPR logo in as clear and direct a manner as possible. Additional design elements or visually competitive backgrounds will interfere with the quality and consistency of the NPR logo. In general, the NPR logo should normally have a generous amount of background space surrounding it, in order to set it off. Avoid the use of any promotional copy, or competing slogans, taglines or logos in close proximity to the NPR logo, which creates confusion and reduces its clarity and impact.
® ®
Do not space out the three tiles.
®
® Do not stack the tiles vertically unless used for large N a t i o n al Public Radio environmental graphics such as banners or signs. Do not pair the words “National Public Radio” with the logo.
®
Never use the 3-solid tile version of the NPR logo. Do not include the “®” within the logo.
9 NPR Logo on the Internet
Shown below are two approved color formulas in which the NPR logo can appear on the Internet. In order to achieve the best possible color fidelity, it is important to only use the color formula listed below when using a “gif” or “html” format.
®
10 V. CO-BRANDING
NPR and NPR Member Station Co-Brand Identity NPR is a strong, national media brand standing for quality radio programming dedicated to informing, entertaining and enriching the lives of listeners. Member Stations often have strong local media brands built through the unique services they have provided to their communities. Both brands are assets, and when leveraged together can help strengthen both NPR and member stations’ identity and competitive positioning. By linking the station and NPR brands, co-branding helps both NPR and stations increase their visibility and listenership and realize more efficient use of their communications resources. The NPR logo may, when properly licensed to a member station and displayed as provided in these standards, be used by it to signify its status as a member of NPR, to publicize and promote NPR programming on its station, and to create and customize items bearing the NPR logo. Improper use may lead to confusion as to a station’s identity and its relationship to NPR. To leverage the strength of both identities, it is critical to practice clear and consistent usage as suggested in this manual.This practice will help strengthen both identities across a variety of wide-ranging applications from print, Web, and station premiums to outdoor signage and promotions.
NPR Logo Stations who have signed proper license agreements with NPR may signify their status as an NPR affiliated station by using the NPR logo to endorse the station identity.The endorsement relationship, where the station logo is dominant and NPR’s logo subordinate, will help to ensure that the station’s own identity is retained and reinforced in the community while benefiting from the value the NPR logo provides. Proper/Improper Usage The following pages include suggestions for proper combinations of the NPR logo with the station logo, as well as examples of improper combinations. These suggestions can be used as shown or they can serve as guidelines to develop visual identities appropriate to your station’s needs. However, the guidelines below must be followed to avoid infringing NPR’s servicemark and to avoid any alteration or distortion of the NPR logo.
• Never incorporate the NPR logo and/or name typeface into your name, call letters, frequency or logo. • Keep the NPR logo and/or name typeface smaller than your station’s name, call letters, frequency and logo. • Contact NPR if there are any questions concerning your use of the NPR logo.
11 • Only Member Stations may refer to themselves as “an NPR Member Station” (see positioning tag examples below). Other stations may refer to themselves as “Your Source for NPR News or other appropriate word.”
Using a positioning tag Other positioning tag samples Create your own variation [name of city] ’s NPR News Station An NPR Member Station NPR News for [name of locality] Your NPR Station WOXP NPR News, [Classical], [Jazz] Your NPR News Station logo Your Source for Jazz Music and NPR News Your Source for NPR News Your NPR Jazz Station Your NPR News Station Your Source for NPR Jazz Where Jazz Lives
Suggested Proper Combinations Using co-branding lock-ups primary lock-up (see other versions on page 13) To facilitate partnerships with companies who s h a re its business and mission interests, NPR has developed co-branding lock-ups. The system is designed to express the essence of the Station relationship, provide fair credit, and strategically space above and logos are below separator line leverage the brand visibility of the parties involved. or partner optically equal logo must be equal and in size Its construction is based on a simple visual no less than 1/4 of formula that easily adapts to the contractual and the NPR logo width.
c reative needs of any NPR partnership. “separator line” cannot be thicker than 0.5 pt. It can n equal visibility co-branding lock-up ® justify with logos’ width Equal size logos provide balanced visibility. The or extend slightly beyond concept of partnership is clearly captured, yet logos outside edges both brands preserve their identity. Design constraints may re q u i re the use of a h o r i z o n t a l lock-up. 2 logos and separator line must be The order in which logos appear is contingent centered on design prerogatives and contractual agreements between NPR and its partner(s).
n tri-brand lock-ups Some partnerships re q u i re the use of t h ree logos. Depending on levels of participation, marketing goals, or target horizontal co-branding lock-up audience, one brand may dominate the lock-up (see page 13). ® Station or partner logo Partnerships involving more than three companies may not benefit from giving equal visibility to each brand. In fact, the inclusion of several marks often results in “logo soup,” the nickname of a counter-productive visual effect that dilutes the message and confuses consumers. In such cases, it is preferable to establish a dominant brand based on marketing goals and target audience.
12 equal visibility horizontal tri-brand lock-up program-centric primary tri-brand lock-up
Partner ® Partner logo A logo B Program logo
Partner equal visibility vertical tri-brand lock-up logo
Partner logo A
program-centric vertical tri-brand lock-up
®
Partner logo
Partner logo B
Program logo
program-centric horizontal tri-brand lock-up
Partner Program logo logo
Other Proper Combinations
WOXPAn NPR® Member Station
WOXPYour Source for NPR® News
13 Improper Combinations
do not incorporate “NPR” into do not establish a your station name station-dominant relationship using the NPR logo
NPR WOXP logo WOXP/NPR
® ® WOXP
do not make NPR’s logo do not encroach the clearspace around the NPR logo a component of your logo
WOXP logo WOXP logo
® ®
NPR logo clearspace
do not use the NPR logo as text WOXP ® An Member Station
do not use “National Public Radio”
National Public Radio WOXP WOXP ® National Public Radio®
do not use improper positioning tags
WOXNPR PlusP
14 NPR Logo on Premiums and Promotional Products Member Stations may use the NPR logo to create premium and promotional items of their own, as long as approval is received from NPR Corporate Identity and a proper license is obtained. The NPR logo must not be altered in any way.The guidelines established in the preceding section for use of the NPR logo by member stations applies for premiums and promotional products.
15 I M P O R TANT NOTE ON USING NPR LOGO/NAME T Y P E FACE A R T
Using Reproduction Sheets When printing any version of the NPR signature, use only first-generation images from the reproduction sheets. Do not use photocopies or other second-generation reproductions; such copies will seriously degrade the quality of the image. If you require signatures of a different size from those supplied, choose the next largest size and reduce it using only the finest photographic methods available. Signatures larger than those supplied on the reproduction sheets should be generated from the master computer files.
Using Computer-Generated Images When generating the NPR signature for printed materials from a computer file, do not use less than a 1270 dot-per-inch output. Images from laserwriters or other low-resolution output devices may be used for position only, but may not be used for final printing.
Other Renderings Any other rendering of the NPR signature, such as a hand-drawn illustration, that is neither taken from an approved reproduction sheet nor generated from a computer at high resolution, must be approved by NPR Corporate Identity and Information before it is used.
16 2" 5.5" wide
NPR® Telephone: 202.414.2000 635 Massachusetts Ave, NW Facsimile: 202.414.3329 Washington, DC 2 0 001 - 3 7 5 3 http://www.npr.org
® 00/00/00
Name of Addressee Company or Organization Mailing Address City, State and Zip Code
Salutation,
The new corporate font is Bell Gothic. Bell Gothic comes in two weights: light and black and is available for both PC and Mac.
The secondary font is Times. Times should be on both PC and Mac as part of the system font.
When drafting correspondence, only use Bell Gothic Light or Times for the body text and Bell Gothic Black for headlines or subheads. Font size should be 10 points and line spacing 12 points.