IEEE Visual Identity Guidelines

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IEEE Visual Identity GuidelinesIEEE Master Brand StandardsColor PaletteTypographyImageryDesign SystemNovember 2010

Table of ContentsINTRODUCTIONBRAND BASICS: TYPOGRAPHY4IEEE375The IEEE Brand6Core ValuesPrimary TypefacesFormataCaslon7IEEE Basic Identity Elements39Alternate Usage TypefacesVerdanaTimes New Roman4042How to Use the Primary Sans Serif TypefacesHow to Use the Alternate Usage TypefacesBRAND BASICS:IEEE MASTER BRAND STANDARDS9History10ConfigurationsIEEE Master BrandUse of the IEEE Master BrandAlternate Logotypes12Minimum Size13Clear Space14Size RatioCommon International formatsFlyer formatsConference banners17Color VariationsPrintScreen19Background Control20How to Use the IEEE Master BrandPrint and PowerPointWeb and Banner DisplaysConstrained SpacesProminence and Size to other logos24How to Use the Letters I-E-E-EName, Title, Product/Service Name25Incorrect IEEE Master Brand Use26Alternative LogosFormataBRAND BASICS: IMAGERY44Introduction45People Imagery46Technology Imagery47Knowledge Imagery48Connected Imagery49Global Imagery50Archive Imagery51How to Use ImageryCompositionGraphic StyleRules to Keep in MindDESIGN SYSTEM: THE WEDGE55Introduction56The Wedge Angle57The Wedge RatioLarge area images and graphic boxesSlim graphic boxes59How to Use the WedgeImagesGraphic boxes61Incorrect Wedge UsageBRAND BASICS: COLOR28Primary Colors62APPLICATION EXAMPLES29How to Use the Primary Colors69WEB REFERENCE GUIDE30Expanded Color Palette32How to Use the Expanded Color Palette72CONTACT INFO33Color Palette Specifications35Incorrect Color UsageNovember 2010 www.ieee.org/go/visual guidelinesPage 2

IntroductionNovember 2010

I NTRODUCTIONTo maintain and strengthen the desired perception for the IEEE brand,visual identity elements have been enhanced and organized into theseguidelines. The look-and-feel of the IEEE visual identity – including themaster brand, color palette, typography, imagery, and graphic style –was streamlined and best practices were documented to convey theorganization’s culture, personality, and core brand values.Please use these guidelines when creating IEEE communications to achieve ahigh level of consistency. Anyone who represents IEEE should work hard toensure the integrity of the IEEE brand in all branded materials.These visual identity guidelines represent an opportunity to establishand extend equity for the IEEE brand. Communications created basedon these guidelines will help ensure that members, industry professionals,and other organizations will perceive IEEE as a leader in the globaltechnology community.IEEE is the leading professional association for the advancement oftechnology. The abundance of technical and professional information,resources, services, conferences, and publications offered by IEEE allowsthe association to reach professionals, students, prospective members, andorganizations.November 2010 www.ieee.org/go/visual guidelinesPage 4

I NTRODUCTIONThe IEEE BrandIEEE strives to be essential to the global technical community andto technical professionals everywhere. IEEE members connect withothers to share ideas and obtain new knowledge. The engineers andother technical professionals who belong to the organization understandthat obtaining useful information from IEEE’s unparalleled collectionof intellectual property is essential to creating solutions that benefithumanity. The goal is to be universally recognized for the contributions oftechnology and of technical professionals in improving global conditions.November 2010 www.ieee.org/go/visual guidelinesPage 5

I NTRODUCTIONThe IEEE BrandCore ValuesService to humanity: leveraging technology and engineering to benefithuman welfare; promoting public awareness and understanding of theengineering profession.Peer-reviewed: using unbiased information to enhance the quality of lifefor all people.Global focus: supporting and embracing the global nature of and needfor technical work and engineering solutions.Intellectual activity: forward-thinking; nurturing new and existing scienceand technology.Growth and nurturing of the profession: encouraging education asa fundamental activity of engineers, scientists, and technologists at all levelsand at all times; ensuring a pipeline of students to preserve the profession.Collaboration and community building: cultivating active, vibrant,and honest exchange among cross-disciplinary and interdisciplinary globalcommunities of technical professionals.Professionalism: creating a world in which engineers and scientists arerespected for their exemplary ethical behavior and volunteerism.Trust and respect: promoting a culture where contributions at all levelsare valued; encouraging member-driven, volunteer-led, knowledge-basedprojects; building effective volunteer/staff partnerships.November 2010 www.ieee.org/go/visual guidelinesPage 6

I NTRODUCTIONIEEE Basic Identity ElementsThe IEEE Master Brand is a symbol of the organization’s commitment and aspirations. Thereare a number of different basic elements in IEEE’s toolkit that reinforce the organization’s visionand values. In order to create a more compelling, consistent, and effectively-managed visualidentity, IEEE has consolidated the best practices from communications materials createdthroughout the organization and streamlined the components and rules for how each elementin the toolkit is used when creating branded communications. Basic identity elements havebeen selected to reinforce the personality and values of the IEEE brand.Each of these elements combines to create a unique look for IEEE that communicates andsupports the philosophy of the organization, strongly differentiates it from competitors, andforms the foundation of a recognizable and memorable brand identity.1.2.3.4.5.1.2.3.FormataAdobe Caslon ProVerdanaTimes New RomanabcABCabcABCabcABCabcABC4.November 2010 www.ieee.org/go/visual guidelines5.Page 7IEEE Master BrandColor PaletteTypographyImageryDesign System

Brand BasicsIEEE Master Brand StandardsNovember 2010

BRAN D BASICS: I EEE MASTER BRAN D STAN DARDSHistoryIEEE Master Brand ImageThe IEEE “kite” was created in 1963 with the merger of its two predecessor societies,the AIEE and the IRE. The kite borrowed elements of both organization’s logos. TheIEEE logo is the diamond-shaped logo containing the right-hand rule.The IEEE Master Brand, consisting of the IEEE diamond-shaped logo (the “kite”)followed by the letters I-E-E-E, was adopted by the Board of Directors inNovember 1999.November 2010 www.ieee.org/go/visual guidelinesPage 9

BRAN D BASICS: I EEE MASTER BRAN D STAN DARDSConfigurationsIEEE Master BrandUse the IEEE Master Brand on all IEEE print- and screen-based applications (includingpublications, marketing and promotional materials, PowerPoint presentations, Web sites,conference and event materials, advertising, plaques, and certificates) that are large enoughto allow for the Master Brand to appear at least at its minimum size. Master Brand images canbe downloaded at www.ieee.org/masterbrand.Use of the IEEE Master BrandCareful and comprehensive use of the IEEE Master Brand will Give IEEE a consistent global identity worldwide;Ensure that IEEE organizations, products, services, and print and electronicmaterials will be immediately identified with IEEE;Enhance the IEEE name and reputation of technical excellence andhelp introduce the IEEE to potential members and customers;Enhance the credibility of publications, events and activities;Protect the IEEE name and brand from trademark infringement.Use of the Master Brand or IEEE logo by entities other than the IEEE and its organizationalunits (OU) is prohibited without the express written permission of IEEE. An IEEE OU wishingto partner with a non-IEEE entity must ensure that appropriate wording regarding the proper orprohibited use of the IEEE Master Brand and/or logo is included in any formal agreement(s)between the parties. For assistance with drafting such agreement language or for generalpermission to use the IEEE Master Brand or logo, please e-mail the IEEE Intellectual PropertyRights Office, copyrights@ieee.org.November 2010 www.ieee.org/go/visual guidelinesPage 10

BRAN D BASICS: I EEE MASTER BRAN D STAN DARDSConfigurationsAlternate logotypes for limited useUse the vertical logotype only on spines of books and other print publications when space doesnot permit use of the IEEE Master Brand at it’s minimum size and clear space.In the specific application of IEEE membership pins, only use the diamond-shaped logo withoutthe letters. This is the only application where this alternate logo can be used.November 2010 www.ieee.org/go/visual guidelinesPage 11

BRAN D BASICS: I EEE MASTER BRAN D STAN DARDSMinimum SizeThe minimum width for the IEEE Master Brand in print and non-screen-based applicationsis 1 in. (25.4 mm). For on-screen applications, do not reduce the size below 100 pixels(as provided in the digital art files).1 in. (25.4 mm)Master Brand on sub sites should notappear less than 100 pixels in width.November 2010 www.ieee.org/go/visual guidelinesPage 12

BRAN D BASICS: I EEE MASTER BRAN D STAN DARDSClear SpaceThe required clear space for the IEEE Master Brand is illustrated below. A clear space equalto or greater than “1x” is required on all sides surrounding the IEEE Master Brand, so itdoes not compete with other images, graphics, and text. This measurement “x” is equal tothe height of the letters in the IEEE Master Brand. Do not place any elements inside thisclear space.1111111November 2010 www.ieee.org/go/visual guidelines1Page 13

BRAN D BASICS: I EEE MASTER BRAN D STAN DARDSSize RatioPrint Publications – common international formatsIt is important to size the IEEE Master Brand appropriately in relation to the application format.Guidance for an appropriate size ratio, applicable across the most common formats of printedpublications (letter, legal, tabloid, A5, A4), is illustrated below. The length of the IEEE MasterBrand (“Y”) equals one-fifth of the width of the application. This ratio should be applied to thefront cover of multiple-page documents or single-page applications, such as advertisements.The dimensions of the IEEE Master Brand should increase or decrease in proportion to thesize ratio shown below. It is important to note that the IEEE Master Brand should neverdecrease below the approved minimum size of 1” (25.4 mm) (as specified in thesestandards), regardless of the application’s dimensions.November 2010 www.ieee.org/go/visual guidelinesPage 14

BRAN D BASICS: I EEE MASTER BRAN D STAN DARDSSize RatioPrint Publications – flyer formatsOn slim formats like a folded standard flyer, the length of the IEEE Master Brand (“Z”) equalsone-third of the width of the flyer. This ratio should be applied to the front cover of slim formatmultiple-page documents or single-page applications, such as advertisements. The dimensionsof the IEEE Master Brand should increase or decrease in proportion to the size ratio shown below.November 2010 www.ieee.org/go/visual guidelinesPage 15

BRAN D BASICS: I EEE MASTER BRAN D STAN DARDSSize RatioConference BannersA specific size ratio has been established for conference banners where the IEEE MasterBrand needs to be predominant to ensure recognition from a distance and in a crowdedenvironment. The length of the IEEE Master Brand (“Z”) equals one-third of the width ofthe application. The dimensions of the IEEE Master Brand should increase or decrease inproportion to the size ratio shown below.November 2010 www.ieee.org/go/visual guidelinesPage 16

BRAN D BASICS: I EEE MASTER BRAN D STAN DARDSColor Variations: PrintColor plays an important role in representing the IEEE Brand. Use IEEE Blue (or processcolor equivalent) on all corporate-wide communications. The black or white options are alsoacceptable. For all sub-brand applications, the black or white options are preferred. Greatcare should be taken to ensure sufficient contrast between the IEEE Master Brand and thebackground. See page 18 for guidelines on background control. Color variations are illustratedbelow. For more specific color specifications see pages 34–35.SPOT: Pantone 3015 CPROCESS COLOR: C100 M31 Y5 K20BLACK: C0 M0 Y0 K100WHITE/REVERSED: C0 M0 Y0 K0(Master Brand placed on grey backgroundfor illustrative purposes only)November 2010 www.ieee.org/go/visual guidelinesPage 17

BRAN D BASICS: I EEE MASTER BRAN D STAN DARDSColor Variations: ScreenScreen-based applications, such as PowerPoint presentations or Web sites, require alternatecolor specifications. The RGB and hexadecimal (Web-safe) equivalents of IEEE Blue arepreferred when displaying the IEEE Master Brand on corporate-wide screen-based applications.For all sub-brand communications, the black or white options are preferred. Color specificationsare illustrated below. See page 19 for guidelines on background control.SCREEN: R0 G102 B161WEB: #006699SCREEN: R0 G0 B0WEB: #000000SCREEN: R255 G255 B255(Master Brand placed on grey backgroundfor illustrative purposes only)WEB: #FFFFFF(Master Brand placed on grey backgroundfor illustrative purposes only)November 2010 www.ieee.org/go/visual guidelinesPage 18

BRAN D BASICS: I EEE MASTER BRAN D STAN DARDSBackground ControlWhen placing the IEEE Master Brand on print- or screen-based applications, it is important toensure sufficient contrast between the background and the IEEE Master Brand. When placedover an image, it may be necessary to adjust the position of the image or retouch the areato achieve maximum visibility. Below are examples of both high contrast (correct backgroundcontrol) and low contrast (incorrect background control) situations. Also, it is important toensure there is no white background behind the diamond symbol and to never use the IEEEMaster Brand as a background, watermark, or wallpaper.CORRECT BACKGROUND CONTROLINCORRECT BACKGROUND CONTROLPale/faded background with aIEEE Blue Master BrandDo not combine a black backgroundwith a IEEE Blue Master BrandLight background with a blackIEEE Master BrandDo not combine a dark backgroundwith a black IEEE Master BrandDark background with a whiteIEEE Master BrandDo not combine a pale/faded backgroundwith a white IEEE Master BrandDark image with white IEEE MasterBrand (minimal detail in area behindIEEE Master Brand)Do not combine a dark/busy imagewith any colored IEEE Master BrandNovember 2010 www.ieee.org/go/visual guidelinesPage 19

BRAN D BASICS: I EEE MASTER BRAN D STAN DARDSHow to Use the IEEEMaster BrandUsing the IEEE Master BrandUsing the IEEE Master Brand correctly and consistently is essential to maintaining brand equity.As outlined in the previous pages, consideration should be given to clear space, minimum size,size ratio, color, background, and placement. On most print and screen-based applications placethe IEEE Master Brand on the first page in the bottom right-hand corner.Using the IEEE Master Brand on printed collateral and in PowerPointOn print applications such as brochures, journals, or advertisements, place the IEEE MasterBrand on the first page in the bottom right-hand corner. On screen applications such as Webadvertisements or PowerPoint presentations, place the IEEE Master Brand on every page in thebottom right-hand corner. For magazines or newsletters, the letters I-E-E-E should also be part ofthe title in the mastheads, in addition to the IEEE Master Brand in the bottom right-hand cornerof the publication cover.Blue IEEE Master Brand onPowerPoint presentation.Rules on clear space, sizeratio, minimum size, andplacement are followed.White/reversed IEEE Master Brandon sub-brand application. Rules onclear space, size ratio, minimumsize, and placement are followed.November 2010 www.ieee.org/go/visual guidelinesPage 20

BRAN D BASICS: I EEE MASTER BRAN D STAN DARDSHow to Use the IEEEMaster BrandUsing the IEEE Master Brand on the Web, HTML e-mails, and banner displaysFor applications with a distinct user experience, such as Web pages, HTML e-mails, and bannerdisplays, special rules have been created to ensure maximum impact for the IEEE brand. Onconference banner displays, place the IEEE Master Brand in the upper left-hand corner forbest visibility. For Web banner advertisements, where available space is often limited, the IEEEMaster Brand can be placed at the bottom center. For HTML e-mails and IEEE sub sites, theIEEE Master Brand should be placed in the upper right-hand corner.IEEE White Master Brandon IEEE Web sub siteWhite/reversed IEEE MasterBrand on dark coloredbackground. Rules on clearspace, size ratio, minimumsize, and placement arefollowed.Black IEEEMaster Brandon HTMLe-mails. Rulesfollowed.Black IEEE Master Brand onWeb banner advertisement.To maximize impact MasterBrand is centered on bottom.November 2010 www.ieee.org/go/visual guidelinesPage 21

BRAN D BASICS: I EEE MASTER BRAN D STAN DARDSHow to Use the IEEEMaster BrandUsing the IEEE Master Brand in constrained spacesFor smaller applications, where following the standard is not possible, special rules havebeen created.It is only acceptable to use a separator line above and/or below the IEEE Master Brand if thesize of the project will not allow for the required clearance space around the IEEE Master Brandat its minimum size.The IEEE Master Brand does not need to appear in a small ad or promotion only when the adis constrained by space, and planned only for use within an IEEE site or publication where theIEEE Master Brand is already prominently displayed (i.e. IEEE Web sites and IEEE publications).IEEE online projectusing a separatorline above the IEEEMaster Brand.Learn More aboutIEEE FeaturedSocietiesIEEE online projectwithout the IEEEMaster Brand withinthe IEEE Web site.November 2010 www.ieee.org/go/visual guidelinesPage 22

BRAN D BASICS: I EEE MASTER BRAN D STAN DARDSHow to Use the IEEEMaster BrandProminence and Size in Relationship to Other Logos/IdentifiersThe IEEE Master Brand must be given equal or greater prominence, while adhering to theminimum size and clear space, to other identifiers and logos. However, it is not a requirementthat the Master Brand and another logo (or other logos) be placed near eachother in a design. This rule does not apply to the headers of IEEE sub sites, where the siteidentifier (or logo) should be larger than the IEEE Master Brand to assist with user orientation.November 2010 www.ieee.org/go/visual guidelinesPage 23

BRAN D BASICS: I EEE MASTER BRAN D STAN DARDSHow to Use theLetters I-E-E-EUsing I-E-E-E: Name, Title or Web site Identifier IEEE must always be used in the title of an IEEE product, service name or publication, (For example,IEEE eLearning Library, IEEE Xplore, IEEE Photonics Journal.) The letters I-E-E-E also must appearin any graphic representation, text, or signage that mentions the product.- Only the letters I-E-E-E can be used in these instances. Do not use the IEEE Master Brand. When used in a sentence, title or name the letters “IEEE” should always be used in uppercase.- Use the Master Brand separately elsewhere on the page. When listing the Web site, it should appear as IEEE.org. If the intent is for the copy to be read as “IEEE XXXX Section or IEEE XXXX Student Branch,”use the letters “IEEE,” not the Master Brand. The letters I-E-E-E can be in any of the IEEE approved fonts except Univers 75, the fontfor the Master Brand, or in a font that closely resembles Univers 75. It is recommendedthat the letters I-E-E-E use the same font as the rest of the name or title. This includesall print, screen, non-screen, and Web-based applications.The following are examples of correct and incorrect usage of the letters I-E-E-E and theIEEE Master Brand in a name or title.CORRECTIEEEXXXX SectionINCORRECTXXXX SectionIEEEXXXX EventXXXX EventIEEE XXXX EventIEEE XXXX EventNovember 2010 www.ieee.org/go/visual guidelinesPage 24

BRAN D BASICS: I EEE MASTER BRAN D STAN DARDSIncorrect IEEE MasterBrand UseIncorrect configurations and usage of the IEEE Master Brand are detrimental to the IEEE brandidentity, as they make us appear fragmented. Modifications or distortions to the IEEE MasterBrand are not permitted. Examples of IEEE Master Brand misuse are shown below.Do not rearrange the MasterBrand elementsDo not recreate or alter thetypeface or diamond symbolDo not distort or change theMaster Brand’s proportionsDo not use unapproved colorsDo not place the Master Brandat an angleDo not place a drop shadow onthe Master BrandDo not combine elements ofthe black-and-white and colorMaster BrandDo not add containment shapesto the Master BrandDo not add any tagline, name,or text to Master BrandDo not use white backgroundinside diamond symbolDo not add lines above orbelow the Master BrandNovember 2010 www.ieee.org/go/visual guidelinesDo not separate Master Brandelements and combine with copyPage 25

In September 2009, the IEEE Board of Directors approved an IEEE tagline –Advancing Technology for Humanity – as recommended by the IEEE PublicVisibility Committee.Use the Master Brand Tagline graphic on materials when no other logo orlogo with a tagline exists, as well as on all promotional items. Learn more about the IEEE tagline at www.ieee.org/taglineThe IEEE 125th Anniversary mark was created to commemorate the 125thanniversary of IEEE in 2009. It was used in place of the IEEE Master Brand onall print and screen applications. Any use of the IEEE 125th Anniversary markis no longer permitted.November 2010 www.ieee.org/go/visual guidelinesPage 26

Brand BasicsColorNovember 2010

BRAN D BASICS: COLORPrimary ColorColor plays an important role in representing the IEEE brand. Use IEEE Blue (Pantonespecification 3015 C) on all corporate-wide communications. This specific blue has beenchosen for its reliability in various printing processes and its similarity to the previous blueused on many IEEE communications. When used consistently over time, this color will becomedirectly associated with IEEE. Black and white may also be used on both corporate and subbrand communications. Only the specific tints of this color, listed below, have been approvedfor use. See page 29 for guidelines on how to use these colors.IEEE BluePMS 3015 C80%60%40%20%100%The colors shown throughout this guide have not beenevaluated by Pantone, Inc. for accuracy and may notmatch the PANTONE Color Standards. Consult currentPANTONE Publications for accurate color.November 2010 www.ieee.org/go/visual guidelinesPage 28

BRAN D BASICS: COLORHow to Use the Primary ColorAll corporate-wide communications should be composed using the primary color. IEEE Bluecan be used as a background color, to emphasize type, or to define shapes. Approved tintsof IEEE Blue are allowed, but should be used sparingly, and only as an accent color. Thepredominant color should always be IEEE Blue. Consistent use of these colors will contributeto the harmonious look-and-feel of the IEEE brand across all relevant media platforms andadd to the brand equity.IEEE Blue used to define shapesIEEE Blue used as backgroundIEEE Blue usedto emphasizeheadline copyTints of IEEEBlue used todifferentiatelevels ofinformationIEEE Master Brandin IEEE BlueTints of IEEE Blueused as accent colorsIEEE Blue used forcorporate stationeryNovember 2010 www.ieee.org/go/visual guidelinesPage 29

BRAN D BASICS: COLORExpanded Color PaletteBrightAn expanded color family, consisting of a range of bright and dark colors, has been developedto bring IEEE’s personality to life as a vibrant and forward-thinking organization. This paletteallows for flexibility in brand communications where sub-brand, cultural, or product distinctionis warranted. Illustrated below are recommended tints for use of these colors. (Percentages inwhite indicate when reversed type should be used). Use the expanded color palette acrosssub-brands and as accent colors for corporate communications.PMS 158 CPMS 123 C100%80%60%40%20%PMS 200 %20%PMS 348 C80%60%40%20%PMS PROCESS CYAN C100%80%PMS 2612 CPMS 368 C100%100%80%100%WHITE60%40%20%November 2010 www.ieee.org/go/visual guidelinesPage 30

BRAN D BASICS: COLORExpanded Color PaletteDarkAn expanded color family, consisting of a range of bright and dark colors, has been developedto bring IEEE’s personality to life as a vibrant and forward-thinking organization. This paletteallows for flexibility in brand communications where sub-brand, cultural, or product distinctionis warranted. Illustrated below are recommended tints for use of these colors. (Percentages inwhite indicate when reversed type should be used). Use the expanded color palette across subbrands and as accent colors for corporate communications.PMS 308 C100%PMS 2623 C80%60%40%20%PMS 370 %20%80%60%40%20%PMS 131 C80%60%40%20%PMS 357 C100%80%PMS 202 CPMS 718 C100%100%100%BLACK80%60%40%20%November 2010 www.ieee.org/go/visual guidelines100%Page 31

BRAN D BASICS: COLORHow to Use theExpanded Color PaletteAll sub-brand communications will utilize the expanded color palette. When used asbackgrounds on publication covers, apply colors from the expanded palette as solid (100%).Using multiple approved tints of one color is encouraged to emphasize different levels ofinformation and to display information in graphs and charts. Always ensure one color is usedpredominantly, with any others acting as accent colors. When using large areas of backgroundcolors use grey (black at 60% tint) to complement a color of the expanded color palette (seeexample of publication cover below).Color used at 100%for background60% black usedto complementbackgroundsupporting colorType displayed in eitherwhite or black oncolored backgroundMultiple tints of one color used todifferentiate and structure informationIEEE Master Brandin white/reversedoptionNovember 2010 www.ieee.org/go/visual guidelinesAdditional colorused as an accentPage 32

BRAN D BASICS: COLORColor Palette SpecificationsColor Usage Guidelines: Primary & Bright BrightPrimary Use CMYK colors when 4-color printing is availableUse Pantone colors when printing with more than four colors or fewer than three colorsUse RGB colors for screen-based applications, such as PowerPoint presentations, HTMLe-mails, and television monitorsUse Hexadecimal colors when creating Web sites and any related applications, such asbanner advertisementsPantone (spot)CMYK (print)RGB (screen)Hexadecimal (web)3015 CC100 M31 Y5 K20R0 G102 B161#006699158 CC0 M64 Y95 K0R227 G114 B34#E37222123 CC0 M21 Y88 K0R253 G200 B47#FFCC33368 CC63 M0 Y97 K0R105 G190 B40#66CC33348 CC100 M4 Y87 K18R0 G133 B66#008542200 CC0 M100 Y66 K12R204 G18 B57#CC00332612 CC70 M100 Y0 K5R107 G31 B124#6B1F73Process Cyan CC100 M0 Y0 K0R0 G159 B218#009FDAN/AC0 M0 Y0 K0R255 G255 B255#FFFFFFFor further color information please e-mail corporate-communications@ieee.org or phone 1 732 562 6820.November 2010 www.ieee.org/go/visual guidelinesPage 33

BRAN D BASICS: COLORColor Palette SpecificationsColor Usage Guidelines: Dark Dark Use CMYK colors when 4-color printing is availableUse Pantone colors when printing with more than four colors or fewer than three colorsUse RGB colors for screen-based applications, such as PowerPoint presentations, HTMLe-mails, and television monitorsUse Hexadecimal colors when creating Web sites and any related applications, such asbanner advertisementsPantone (spot)CMYK (print)RGB (screen)Hexadecimal (web)308 CC100 M30 Y0 K67R0 G103 B143#0B5172370 CC56 M0 Y100 K27R113 G149 B61#669933357 CC80 M0 Y100 K56R51 G98 B46#3366332623 CC59 M100 Y0 K32R84 G24 B104#541868202 CC0 M100 Y61 K43R129 G0 B49#800031718 CC0 M70 Y100 K15R204 G126 B43#CB7E2B131 CC0 M32 Y100 K9R213 G164 B45#CC9933N/AC0 M0 Y0 K100R0 G0 B0#000000For further color information please e-mail corporate-communications@ieee.org or phone 1 732 562 6820.November 2010 www.ieee.org/go/visual guidelinesPage 34

BRAN D BASICS: COLORIncorrect Color UsageAlways use colors correctly to ensure cohesiveness in the IEEE brand. Incorrect use of theprimary and expanded colors will create a fragmented and confusing brand perception.Below are examples of incorrect color usage to avoid.Do not displaytype in a differentcolor from theexpanded colorpalette on top ofbackground colorDo not use largeareas of solid (100%)black in conjunctionwith a backgroundcolor from theexpanded colorpaletteDo not use largeareas of more thanone color from theexpanded colorpaletteDo not use the IEEEMaster Brand in othercolor besides solidIEEE Blue, black, orwhite.Do not predominantly usea color other than IEEEBlue for corporate-widecommunicationsNovember 2010 www.ieee.org/go/visual guidelinesDo not use tintsas full bleed-areabackground colorsPage 35

Brand BasicsTypographyNovember 2010

BRAN D BASICS: TYPOGRAPHYPrimary TypefacesTypography can work together with other design elements to make communications more readable,consistent, and visually appealing. IEEE typefaces have been chosen with these purposes in mind andbecause of their adaptability to a range of materials. Formata is the approved primary sans serif*typeface and should be used predominantly on all print applications. This typeface is availablein many weights and styles that are essential to create distinction across all corporate-wideand sub-brand communications. Formata’s open, uniform, and modern design ensures greatlegibility without being static and formal. For internal documents created in Microsoft Officeapplications, or for instances where Formata is not available, alternative sans serif typefaceshave been chosen (see page 39 for guidelines).Formata - The IEEE Sans Serif TypefaceLightLight mnopqMediumMedium ItalicABCDEFGHIJKLMNOPQabcdefghijklmnopqABCD

visual identity elements have been enhanced and organized into these guidelines. The look-and-feel of the IEEE visual identity – including the master brand, color palette, typography, imagery, and graphic style – was streamlined and best practices were documented to convey the organization’s culture, personality, and core brand values.

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