visual identity toolkit September, 2012 NATIONAL CONSERVATION LANDS: BRAND TOOLKIT SECTION NAME PAGE 1

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1 visual identity toolkit September, 2012 NATIONAL CONSERVATION LANDS: BRAND TOOLKIT SECTION NAME PAGE 1

2 introduction and contents on the cover: Red Cliffs National Conservation Area, Utah We believe that open spaces shaped the character of this country. They represent our way of life; who we are today and who we want to be tomorrow. It is this belief that unites The Conservation Lands Foundation and the U.S. Bureau of Land Management in our efforts to forever conserve, protect and restore these open spaces as National Conservation Lands. This visual identity toolkit is part of bringing that belief to life. Our visual identity goes beyond simply how we look. Whether it appears on a website, a brochure or signage, it is about presenting a clear and compelling face to the world. Visual Identity Introduction... 4 Visual Identity at a glance... 5 Our Visual Identity... 6 Visual Identity Story Wordmark Typography Visual Identity System examples Wordmark Quick Reference Guide By following the guidelines in this toolkit, we will increase the consistency and quality of our communications and, over time, build greater awareness of National Conservation Lands, thus protecting them for future generations. For further information or guidance on toolkit use please contact: Jen Bassignani 160 E. 12th Street, Unit 2 Durango, CO Phone x10 Fax jen@conservationlands.org NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 2

3 visual identity Yaquina Head Outstanding Natural Area, Oregon NATIONAL CONSERVATION LANDS: BRAND TOOLKIT SECTION NAME PAGE 3

4 visual identity introduction Our Visual Identity provides clarity, recognition, and a seamless experience wherever people interact with the National Conservation Lands brand. NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 4

5 visual identity at a glance What is it? Our visual identity is our wordmark and the visual elements that support it, working in concert to visually communicate the ethos that drives our brand. What role does it play? By consistently and repeatedly utilizing our visual identity elements throughout all National Conservation Lands materials, we build brand recognition with our audiences, and establish differentation relative to other brands. How do we use it? Our visual identity provides us with a consistent visual vocabulary to represent our brand across all touchpoints. The proceeding examples of our visual identity in-use and the wordmark quick reference guide that follows should guide all visual expression of the National Conservation Lands brand. NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 5

6 our visual identity NATIONAL CONSERVATION LANDS: BRAND TOOLKIT SECTION NAME PAGE 6

7 visual identity story Mankind possesses an ongoing fascination with understanding, navigating, discovering, and documenting the land. NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 7

8 visual identity story A common visual language of representation has emerged as a byproduct of this fascination. This simplification of complex concepts into an easily exchanged visual shorthand has been integral to fostering our relationships to the lands. NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 8

9 visual identity story We can further shape this visual shorthand to represent the breadth of the lands and the various human relationships with the National Conservation Lands. NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 9

10 our wordmark Our wordmark takes cues from the history and ongoing tradition of this land-centric visual shorthand. By aligning two characters, a graphic device is created and embedded into our wordmark that can flex to represent both the land units we manage and the human engagement to these lands. NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 10

11 wordmark color variations Flexing the graphic device s color allows for our wordmark to be adaptable to reflect the geographically diverse land units that comprise the National Conservation Lands. NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 11

predominantly used for National Recovery Administration communications.

12 wordmark typography: uniquely american In a field traditionally dominated by Europeans, the typeface used as the basis for our wordmark was designed in 1934 by an American type designer, Morris Fuller Benton, and once predominantly used for National Recovery Administration communications. Eagle (1934) Morris Fuller Benton ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz !? NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 12

website home page - possible design direction Our Mission About Land Areas Science Partnerships Learning Blog Search carrizo plain national monument Explore find lands by state News & Events Fee Free

to the National System of Public Lands for Martin Luther King, Jr., weekend (Jan. 14-Jan. 16), Get Outdoors Day (June 9), National Public Lands Day (Sept. 29), and Veterans Day weekend (Nov.

13 website home page - possible design direction Our Mission About Land Areas Science Partnerships Learning Blog Search carrizo plain national monument Explore find lands by state News & Events Fee Free Days for BLM-Managed Public Lands Set for 2012 The Bureau of Land Management, in conjunction with other agencies within the Department of the Interior, will waive recreationrelated fees for visitors to the National System of Public Lands for Martin Luther King, Jr., weekend (Jan. 14-Jan. 16), Get Outdoors Day (June 9), National Public Lands Day (Sept. 29), and Veterans Day weekend (Nov ) in These fee-free days also apply to areas managed within the BLM s National Landscape Conservation System (NLCS)...more> Fort Ord National Monument On April 20, 2012, President Obama signed a Proclamation to designate the Fort Ord National Monument. In his proclamation, the President stated that, "The protection of Support get involved join the conversation NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 13

website land detail page - possible design direction Our Mission About Land Areas Science Partnerships Learning Blog Search fort ord national monument About

Located on the former Fort Ord military base, the Bureau of Land Management (BLM) protects and manages 35 species of rare plants and animals along with their

Habitat preservation and conservation are primary missions for the Fort Ord Public Lands but there are also more than 86 miles of trails for the public to

14 website land detail page - possible design direction Our Mission About Land Areas Science Partnerships Learning Blog Search fort ord national monument About Fort Ord The Fort Ord National Monument holds some of the last undeveloped natural wildlands on the Monterey Peninsula. Located on the former Fort Ord military base, the Bureau of Land Management (BLM) protects and manages 35 species of rare plants and animals along with their native coastal habitats. Habitat preservation and conservation are primary missions for the Fort Ord Public Lands but there are also more than 86 miles of trails for the public to explore on foot, bike or horseback...more> Explore creekside trail anza national historic trail henneken ranch ruins fort ord history Learn More Fort Ord Home Page Plan Your Visit Recreation Opportunities Maps Photos and Multimedia Related Land Areas History Science Support NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 14

Monument offers a spectacular array of scientific and historic resources. Encompassing 1.

World-class dinosaur excavations have yielded more information about ecosystem change at the end of the dinosaur era than almost

Among the fossil finds, paleontologists have identified dinosaurs not previously known to have inhabited this region, as well as

15 website land detail page - possible design direction Our Mission About Land Areas Science Partnerships Learning Blog Search grand staircaseescalante national monument About GSENM The vast and austere landscape of the Grand Staircase-Escalante National Monument offers a spectacular array of scientific and historic resources. Encompassing 1.9 million acres, the Monument was created in 1996 by presidential proclamation the first monument entrusted to BLM management. World-class dinosaur excavations have yielded more information about ecosystem change at the end of the dinosaur era than almost any other place in the world. Among the fossil finds, paleontologists have identified dinosaurs not previously known to have inhabited this region, as well as several new species...more> Explore lick wash grosvenor arch devils garden lower calf creek falls Learn More GSENM Home Page Plan Your Visit Maps Photos and Multimedia Related Land Areas History Science Support NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 15

map brochure cover - possible design direction Scenic Drives Visitor Centers VISITOR INFORMATION VISITOR INFORMATION VISITOR INFORMATION PAVED Highway 89 stretches 72 miles between Kanab, UT and

GSENM Visitor Center 100 Upper Revolution Way Big Water, UT 84741 (435) 675-3200 Scenic Byway 12 is Utah s first All-American Road, winding 124 miles from Hwy 89 to Torrey, UT, through vast slickrock

Scenic Backway Johnson Canyon Road #501/ Skutumpah Road #500 between Hwy 89 and Cannonville travels north 16 miles on paved and 34 miles on dirt surfaces passing through the cliffs of the Grand

16 map brochure cover - possible design direction Scenic Drives Visitor Centers VISITOR INFORMATION VISITOR INFORMATION VISITOR INFORMATION PAVED Highway 89 stretches 72 miles between Kanab, UT and Page, AZ, offers views of the Vermillion Cliffs and Kaiparowits Plateau. GSENM Visitor Center 100 Upper Revolution Way Big Water, UT (435) Scenic Byway 12 is Utah s first All-American Road, winding 124 miles from Hwy 89 to Torrey, UT, through vast slickrock benches and canyons. Scenic Backway Johnson Canyon Road #501/ Skutumpah Road #500 between Hwy 89 and Cannonville travels north 16 miles on paved and 34 miles on dirt surfaces passing through the cliffs of the Grand Staircase. Scenic Backway Burr Trail #100 is paved for the first 31 miles traveling east from Boulder, UT. Road turns to dirt at the Capitol Reef National Park boundary. DIRT OR CLAY SURFACE (IMPASSABLE WHEN WET) GSENM Visitor Center 10 Center Street Cannonville, UT (435) Escalante Interagency Visitor Center 755 West Main Escalante, UT (435) GSENM Visitor Center 745 East Hwy 89 Kanab, UT (435) grand staircaseescalante national monument fort ord national monument gunnison gorge national conservation area and wilderness Scenic Backway Smoky Mountain Road #300 is 78 miles long from Big Water, UT to Escalante, UT, traveling along the Kaiparowits Plateau. Scenic Backway Cottonwood Road #400 meanders 46 miles between Hwy 89 and Kodachrome Basin State Park along the Cockscomb. Scenic Backway Hole-in-the-Rock Road #200 wanders southeast for 57 miles one way. Four-wheel drive vehicles are required for last 6 miles. BLM-UT GI GSENM WEBSITE NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 16

map brochure - possible design direction Learning from the Land 1 to 2 Hour Trips Half Day Trips PEEKABOO SLOT +37 28 52.96-111 12 59.59 Lorem ipsum dolor sit amet, consectetuer adipiscing elit.

Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla libero. Vivamus pharetra posuere sapien. Nam consectetuer.

17 map brochure - possible design direction Learning from the Land 1 to 2 Hour Trips Half Day Trips PEEKABOO SLOT Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis. Nullam sit amet enim. Suspendisse id velit vitae ligula volutpat condimentum. Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla libero. Vivamus pharetra posuere sapien. Nam consectetuer. Sed aliquam, nunc eget euismod ullamcorper, lectus nunc ullamcorper orci, fermentum bibendum enim nibh eget ipsum. Donec porttitor ligula eu dolor. Maecenas vitae nulla consequat libero cursus venenatis. Nam magna enim, accumsan eu, blandit sed, blandit a, eros. Quisque facilisis erat a dui. Nam malesuada ornare dolor. Cras gravida, diam sit amet rhoncus ornare, erat elit consectetuer erat, id egestas pede nibh eget odio. Proin tincidunt, velit vel porta elementum, magna diam molestie sapien, non aliquet massa pede eu diam. Aliquam iaculis. Fusce et ipsum et nulla tristique facilisis. Donec eget sem sit amet ligula viverra gravida. Etiam vehicula urna vel turpis. Suspendisse sagittis ante a urna. Morbi a est quis orci consequat rutrum. Nullam egestas feugiat felis. Integer adipiscing semper ligula. Nunc molestie, nisl sit amet cursus convallis, sapien lectus pretium metus, vitae pretium enim wisi id lectus. Donec vestibulum. Walks & Talks Presentations and Field Trips Join a ranger, scientist, or local historian for intermittently scheduled programs and learn about natural and cultural resources on GSENM AREA TYPE MILES All Visitor Centers Guided 0-5 Junior Scientist Program & Discovery Packs Kids can become a Junior Scientist by completing an activity book during their visit to the Monument. To help Junior Scientists to learn more, Discovery Packs, with tools for exploring nature, are available for loan at visitor centers AREA TYPE MILES All Visitor Centers Kids N/A Hells Backbone Road (USFS) Scenic views looking down from the forest into Box-Death Hollow Wilderness area AREA TYPE MILES Escalante/Boulder Drive 45 Anasazi State Park Museum Interior exhibits and covered exterior archaeological site of the 800 year-old Coombs peublo AREA TYPE MILES Boulder Museum N/A Kodachrome Basin State Park Sandstone spires and colorful rock formations AREA TYPE MILES Cannonville Hike 0-5 The Toadstools Colorful hoodos and balanced rocks AREA TYPE MILES Kanab/Big Water Hike 1.5 Grosvenor Arch Large unique double arch AREA TYPE MILES Cannonville Walk.25 Lower Calf Creek Falls Self guided hike to 120-foot waterfall AREA TYPE MILES Escalante Hike 3 one-way Peek-A-Boo and Spooky Canyons Slot canyons, not recommended for dogs AREA TYPE MILES Escalante Hike 2-6 Full Day Trips Lick Wish Narrow Canyon AREA TYPE MILES Kanab/Cannonville Hike 4 one-way Escalante River Gorge Large canyon with many stream crossings Etiam vel nibh. Nulla facilisi. Mauris pharetra. Donec augue. Fusce ultrices, neque id dignissim ultrices, tellus mauris dictum elit, vel lacinia enim metus eu nunc. Proin at eros non eros adipiscing mollis. Donec semper turpis sed diam. Sed consequat ligula nec tortor. Integer eget sem. Ut vitae enim eu est vehicula gravida. libero. Integer nec enim. Phasellus aliquam tortor. Escalante Petrified Forest State Park Short trails leading to scenic views and petrified wood AREA TYPE MILES Escalante Hike 1.5 Devil s Garden A land of sculptured slickrocks and hoodoos AREA TYPE MILES Escalante Walk 0-1 AREA TYPE MILES Escalante Hike 15 one-way Combine several day trip options to suit your time, travel route, and interests. Contact one of our visitor centers for more information on backpacking routes. Free overnight camping permits are required. Be Prepared PLAN AHEAD lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis. Nullam sit amet enim. Suspendisse id velit vitae ligula volutpat condimen. ROADS erat volutpat. Sed quis velit. Nulla facilisi. Nulla libero. Vivamus pharetra posuere sapien. Nam consectetuer. Sed aliquam, nunc eget euismod ullamcorper, lectus nunc ullamcorper orci, fermentum bibendum enim nibh eget ipsum. Donec porttitor ligula eu dolor. Be Informed HIKING/BACKPACKING lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis. Nullam sit amet enim. Suspendisse id velit vitae ligula volutpat condimentum. GROUP SIZE aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla libero. Vivamus pharetra posuere sapien. Nam consectetuer. OVERNIGHT PERMITS sed aliquam, nunc eget euismod ullamcorper, lectus nunc ullamcorper orci, fermentum bibendum enim nibh eget ipsum. Donec porttitor ligula eu dolor. CAMPING maecenas vitae nulla consequat libero cursus venenatis. Nam magna enim, accumsan eu, blandit sed, blandit a, eros. Be Safe SERVICES AND WATER lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis. Nullam sit amet enim. Suspendisse id velit vitae ligula volutpat condimentum. WILDLIFE aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla libero. Vivamus pharetra posuere sapien. Nam consectetuer. CAMPFIRES maecenas vitae nulla consequat libero cursus venenatis. Nam magna enim, accumsan eu, blandit sed, blandit a, eros.quisque facilisis erat a dui. Nam malesuada ornare dolor. Cras gravida, diam sit amet rhoncus ornare, erat elit consectetuer erat. FEES proin tincidunt, velit vel porta elementum, magna diam molestie sapien, non aliquet massa pede eu diam. Aliquam iaculis. Donec eget sem sit amet ligula viverra gravida. Etiam vehicula urna vel turpis. Suspendisse sagittis ante a urna. RECREATIONAL STOCK lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id odio lorem non turpis. Nullam sit amet enim. WEATHER sed aliquam, nunc eget euismod ullamcorper, lectus nunc ullamcorper orci, fermentum bibendum enim nibh eget ipsum. Donec porttitor ligula eu dolor. FLASH FLOODS maecenas vitae nulla consequat libero cursus venenatis. Nam magna enim, accumsan eu, blandit sed, blandit a, eros. Aliquam erat volutpat. Nulla facilisi. Nulla libero. Sed aliquam, nunc eget euismod ullamcorper, lectus nunc ullamcorper orci, fermentum bibendum enim nibh eget ipsum. MOUNTAIN BIKES aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla libero. Vivamus pharetra posuere sapien. GUIDED TRIPS lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id odio lorem non turpis. COLLECTION OF OBJECTS aliquam erat volutpat. Sed quis velit. Nulla facilisi. Vivamus pharetra posuere sapien. Nam consectetuer. Nullam sit amet enim. CULTURAL/PALEONTOLOGICAL proin tincidunt, velit vel porta elementum, magna diam molestie sapien, non aliquet massa pede eu diam. Aliquam iaculis. Scenic Drives PAVED Highway 89 stretches 72 miles between Kanab, UT and Page, AZ, offers views of the Vermillion Cliffs and Kaiparowits Plateau. Scenic Byway 12 is Utah s first All-American Road, winding 124 miles from Hwy 89 to Torrey, UT, through vast slickrock benches and canyons. Scenic Backway Johnson Canyon Road #501/ Skutumpah Road #500 between Hwy 89 and Cannonville travels north 16 miles on paved and 34 miles on dirt surfaces passing through the cliffs of the Grand Staircase. Scenic Backway Burr Trail #100 is paved for the first 31 miles traveling east from Boulder, UT. Road turns to dirt at the Capitol Reef National Park boundary. DIRT OR CLAY SURFACE (IMPASSABLE WHEN WET) Scenic Backway Smoky Mountain Road #300 is 78 miles long from Big Water, UT to Escalante, UT, traveling along the Kaiparowits Plateau. Scenic Backway Cottonwood Road #400 meanders 46 miles between Hwy 89 and Kodachrome Basin State Park along the Cockscomb. Scenic Backway Hole-in-the-Rock Road #200 wanders southeast for 57 miles one way. Four-wheel drive vehicles are required for last 6 miles. Visitor Centers GSENM Visitor Center 100 Upper Revolution Way Big Water, UT (435) GSENM Visitor Center 10 Center Street Cannonville, UT (435) Escalante Interagency Visitor Center 755 West Main Escalante, UT (435) GSENM Visitor Center 745 East Hwy 89 Kanab, UT (435) GSENM WEBSITE VISITOR INFORMATION grand staircaseescalante national monument BLM-UT GI NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 17

map brochure (back detail) - possible design direction grand staircaseescalante national monument Highway & Road Information City or Town US HIghway State Highway Open Road (Street-legal Vehicles

18 map brochure (back detail) - possible design direction grand staircaseescalante national monument Highway & Road Information City or Town US HIghway State Highway Open Road (Street-legal Vehicles Only) Open Road (All Vehicles) Road Outside GSENM Boundary Check with Local Agency For Appropriate Regulations Road Number, Grand Staircase-Escalante NM Visitor Information Visitor Information Center Campground Day Use Area Point of Interest Vehicle Staging Area Trailhead Trail ratings and descriptions are available from a Grand Staircase-Escalante NM Visitor Center. Land Status Grand Staircase-Escalante National Monument Bureau of Land Management (BLM) BLM Wilderness Area US Forest Service (USFS) USFS Wilderness Area Miles 0 5 Kilometers Red Canyon Visitor Center Red Canyon Campground HATCH Bryce Canyon Visitor Center NATIONAL CONSERVATION LANDS: BRAND TOOLKIT SECTION NAME PAGE 18

19 portal signage - possible design direction NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 19

20 portal signage - possible design direction NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 20

21 possible graphic device usage NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 21

22 NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 22

23 wordmark quick reference guide Dominguez-Escalante National Conservation Area, Colorado NATIONAL CONSERVATION LANDS: BRAND TOOLKIT SECTION NAME PAGE 23

24 Primary Wordmark Primary wordmark full-color Reverse full-color wordmark The primary wordmark for the National Conservation Lands system is the full-color wordmark. It should be used in all applications that have light or white backgrounds and photography that does not compromise color and legibility. The full-color reverse wordmark can be used on darker backgrounds and photography if there is insufficient contrast to support the primary wordmark. Wordmark Variations 1- color white wordmark (over insufficient contrast color) 1- color white wordmark (over a photo) 1-color black wordmark (special cases only) The 1-color white wordmark should only be used when backgrounds do not provide sufficient contrast for the "A" and "V" device. The 1-color black wordmark should only be used in special cases when black and white printing is required. NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 24

25 Clear Space There should always be an area of clear space around the National Conservation Lands wordmark. This will ensure that the wordmark is not crowded by text or other design elements. The clear space is measured by the height of the N (as seen in the exhibit above). Minimum Size Print = 0.5 inches Onscreen = 110 pixels When printed, the National Conservation Lands wordmark should never appear smaller than 0.5 inches wide. For onscreen use, the wordmark should never be smaller than 110 pixels wide. NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 25

26 Wordmark Do's & Do Not's Do not stretch, skew, or distort the wordmark. Do not change the colors of the wordmark to anything outside of the color palette. Do not outline the wordmark. Do not make the wordmark all one color. Do not use the wordmark over a similarly colored background. Do not type out the wordmark. Only use the artwork provided. Color Palette Pantone 367 C CMYK: 41/0/75/0 RGB: 164/214/94 Pantone 404 C CMYK: 20/20/30/65 RGB: 114/110/100 The National Conservation Lands wordmark uses the color palette of green and gray. The color specifications listed above should be strictly observed. NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 26

27 File Naming Legend NOTE: Rules around wordmarks indicate clear space; there are no gray rules on the actual wordmark files. EPS ncl_hz_4cp_pos.eps ncl_hz_rgb_pos.eps ncl_hz_2cs_pos.eps JPG ncl_hz_rgb_pos.jpg EPS ncl_hz_4cp_rev.eps ncl_hz_rgb_rev.eps PNG ncl_hz_rgb_rev.png EPS ncl_hz_1cp_wht.eps ncl_hz_rgb_wht.eps PNG ncl_hz_rgb_wht.png EPS ncl_hz_1cp_blk_pos.eps PNG ncl_hz_rgb_pos.png NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 27

28 File Nomenclature To make it easy to choose from and identify available wordmark artwork files, all files use the naming convention shown below. Never rename wordmark artwork files. Brand National Conservation Lands Color Space 1cp: 1-color process 4cp: 4-color process 2cs: 2-color spot rgb: RGB Color Format pos: positive rev: reverse blk: black ncl_hz_4cp_wht_rev.eps Orientation hz: horizontal Color wht: white File Format eps: Encapsulated PostScript jpg: Joint Photographic Experts Group png: Portable Network Graphic File Format EPS (vector): Use for highest quality reproduction in offset and digital print, and special applications. JPG (raster): High compression with no transparency support; for web and onscreen use, also an alternate for PowerPoint, Word. PNG (raster): Little to no compression with transparency support; best used for PowerPoint, Word and onscreen. Color Space Use process for printed material. Use spot for printed material. Use RGB in all PowerPoint and Word documents and templates, and for all onscreen uses. NATIONAL CONSERVATION LANDS: VISUAL IDENTITY TOOLKIT PAGE 28

Marble Arch, Chandigarh

Marble Arch, Chandigarh an illustrated monograph with detailed drawings photography: andre j fanthome edmund sumner dave ten hoope a education publication 2013 Published by education All rights reserved.