VISUAL IDENTITY GUIDELINES

The Water and Sanitation Program (WSP) created these visual identityguidelines to aid you in the production of WSP communication andknowledge management products and to support a cohesive, ef fective,recognizable, and consistent visual identity and image for WSP.

The new design conveys our identity in a sophisticated, contemporaryway and builds on the brand equity of our previous visual identity andcorporate look.

For a consistent regional and global identity, all WSP employees involvedin creating, producing, or using our visual communication should adherestrictly to these guidelines. They provide specifications for use in internal,external, electronic, and print products.

Use of ef fective and consistent communication tools is an investmentin a future of relevancy and growth. High quality, technically soundproducts with a strong visual identity will support WSP value to the sector,our clients, our donors, and our partners.

If you have any questions regarding WSP’s visual identity, please con-tact Donna Vincent Roa, Sr. Global Communication Off icer, atdroa@worldbank.org or 202-458-2579 for more information.

Introduction

CMYK Signature

RGB Signature

1-Color Tint Signature

Black Signature

Signature - The WSPLogo

2

The WSP signature, which is our logo, is formedby the water symbol, the lowercase “wsp” mark,and the program name. Each signature compo-nent is critical and must maintain a consistentrelationship to the other elements.

Preferred Signatures: The signatures in the firstcolumn provide the fullest visual representationof WSP.

Whenever possible, use the preferred signaturesin your design applications.

Alternate Signatures: If printing in full color isnot feasible, the alternate signatures may beused. In most cases, you should try to avoidusing the alternate signatures in your products.

Mandatory: The WSP signature must alwaysappear on a white background. If the WSP signa-ture is to be placed on a color background, itmust f loat on a white rectangle (see next page).

Preferred Signatures

3-Color Spot Signature

Alternate Signatures

2-Color Spot Signature

Note: Whether you are viewing this guide as a printout or on a computer monitor, the reproduction of the color is only a repre-sentation and does not match true color. When printing color, refer to the PANTONE® Matching System (PMS) color guide for anexact spot color.

Signature Clear Space

3

To maintain its visual integrity, the logo shouldnever appear to be crowded by other elements(e.g., text, titles, photos, or other logos).

In most cases, allowing more clear space thanthe diagram shows will enhance the readabilityof the WSP signature. However, the minimumamount of clear space is shown in these examples.

Mandatory: When used against a color back-ground, the signature must “f loat” on a whiterectangle that has the same proportion as theclear space (see example).

X equals height of symbol square.

Minimum clear space is 1/2X all around.

x=

x1_2

x1_2

When logo is unavoidably on a background color, use a white box under thesignature equal to the clear space.

x1_2

x1_2

Signature Clear Space

4

The WSP logos on the previous page representthe preferred use of our logo. However, in somecircumstances, a dif ferent version of the WSPlogo may be needed. This alternate version pro-vides designers with the option to present theWSP logo in a vertical format.

Mandatory: When used against a color back-ground, the signature must “f loat” on a whiterectangle that has the same proportion as theclear space (see example).

X equals height of symbol square.

Minimum clear space is 1/2X all around.

x=

x1_2

x1_2

When logo is unavoidably on a background color, use a white box under thesignature equal to the clear space.

x1_2

x1_2

Signature Palette PANTONE** CMYK RGB

WSP Slate 5615 C-39 M-0 Y-44 K-64 R-92 G-112 B-94

WSP Blue 632 C-92 M-0 Y-15 K-5 R-0 G-158 B-186

WSP Green 7489 C-60 M-0 Y-80 K-7 R-107 G-171 B-77

Applications Palette

Clean River Blue 315 C-100 M-0 Y-12 K-43 R-0 G-105 B-122

Ocean Blue 7462 C-100 M-50 Y-0 K-10 R-13 G-92 B-145

Cape Cod Sand 7503 C-0 M-12 Y-35 K-25 R-171 G-158 B-110

Limelight 390 C-22 M-0 Y-100 K-8 R-181 G-186 B-5

Decentralization Fog 7542 C-10 M-0 Y-3 K-16 R-176 G-191 B-191

Green Tea 7492 C-12 M-0 Y-50 K-7 R-194 G-207 B-133

Saskatchewan Wheat 458 C-10 M-10 Y-73 K-0 R-217 G-204 B-97

Pacif ic Blue 7468 C-100 M-10 Y-0 K-28 R-0 G-120 B-156

Piers’ Green 7494 C-25 M-0 Y-40 K-15 R-158 G-179 B-135

Storm 5483 C-62 M-0 Y-21 K-31 R-89 G-143 B-148

Accent Palette

Code Orange Orange* 7413 C-0 M-53 Y-100 K-4 R-212 G-125 B-23

Dark Stool* 181 C-0 M-74 Y-100 K-47 R-120 G-41 B-28

* Do not screen back these colors. Use at 100% value. ** PANTONE® is a registered trademark of Pantone, Inc.

Color Palette andSpecifications

5

Color often speaks louder than words. WSP derivedthis vibrant and inviting color palette from earthelements and earth colors (e.g., water, sanitation,clouds, oceans, plants, fruits, weather, sewerage).WSP staff named the colors in the 2003 WSPColor Naming Contest.

Signature Palette: The first three colors in the listrepresent WSP’s signature colors and are the colorsused in the WSP logo. They create the most visiblerepresentation of our brand. The WSP “corporate”products will feature these signature colors.

Applications Palette: This palette complements,diversif ies, and enhances our signature palette.Your product design should be built using oneor two main colors from the applications paletteand one color from the accent palette.

Accent Palette: These two colors are for accentelements of a document (e.g., bullets, pagenumbers, table headings, shadings, etc.). Neitherof these should be used as the main color of adocument.

Mandatory: All WSP products should be basedon colors from this list. Note: Whether you are viewing this guide as a printout or on a computer monitor, the reproduction of the color is only a repre-

sentation and does not match true color. When printing color, refer to the PANTONE® Matching System (PMS) color guide for anexact spot color.

Helvetica Neue Family

Helvetica Neue Ultra Light

Helvet ica Neue Ultra Light I tal ic

Helvetica Neue Thin

Helvetica Neue Thin Italic

Helvetica Neue Light

Helvetica Neue Light Italic

Helvetica Neue Roman

Helvetica Neue Roman Italic

Helvetica Neue Medium

Helvetica Neue Medium Italic

Helvetica Neue Bold

Helvetica Neue Bold Italic

Helvetica Neue Heavy

Helvetica Neue Heavy Italic

Helvetica Neue Black

Helvetica Neue Black Italic

Typeface Palette

6

Typography is a subtle yet crucial part of ourvisual identity. Like our signature and our colorpalette, typography strengthens our overallvisual identity.

Helvetica Neue: The Helvetica Neue typefacesupports our visual identity and is clean, highlyreadable, and distinctive.

Helvetica Neue is a sans serif font (a typefacewithout serifs – the fine lines finishing off the mainstrokes of a letter. T = without serif. T = with serif ).

This font is ideal for headlines and body copy.The variety of weights, ranging from ultra light toroman to black, provide great design f lexibility.

Mandatory: Helvetica Neue is our signaturetypeface and should be used in all WSP products.The only exceptions to this rule are the WSPMSWord templates (e.g., letter, fax, news release,and executive summary). The recommendedtypeface for these documents is Arial, which isalso a clean, sans serif font.

1818 H Street, N.W.Washington, D.C. 20433

Donna Vincent RoaSenior GlobalCommunication Officer

Tel +1 (202) 458-2579Fax +1 (202) 522-3228Email droa@worldbank.orgWebsite http://www.wsp.org

An international partnership forimproving sector policies, practices,and capacities to serve poor people

Administered by the World Bank

Business Card Design

7

The new WSP business card was created afterextensive consultations with WSP staf f, clients,donors, and other key WSP constituencies. Themain objectives of the card are to provide staf fcontact information, to explain to recipients whatWSP does, and to answer in a few words ouroperating relationship with The World Bank.

The business card design showcases the refreshedWSP logo, ref lects the new WSP visual identity,maintains the sophisticated simplicity that we striveto achieve in all of our products, and adequatelyfacilitates co-branding with The World Bank.

The World Bank logo on the WSP business cardmeets the size, branding, and placement rules andrequirements set forth by The World Bank. Forexample, the text next to The World Bank logo isin consistent proportion with the logo.

Mandatory: This design should be used for allWSP staff business cards. No other variation isacceptable.

Paper: Matte or dull f inish; 100# cover stock.

Preferred Version

Note: Whether you are viewing this guide as a printout or on a computer monitor, the reproduction of the color is only a repre-sentation and does not match true color. When printing color, refer to the PANTONE® Matching System (PMS) color guide for anexact spot color.

Alternate Version

1818 H Street, N.W.Washington, D.C. 20433

Voice +1 (202) 458-2579Fax +1 (202) 522-3228Email droa@worldbank.orgWebsite http://www.wsp.org

Donna Vincent RoaSenior GlobalCommunication Officer

An international partnership forimproving sector policies, practices,and capacities to serve poor people

Administered by the World Bank

Secondary Graphics

8

The core visual elements of the WSP brand canbe extended and supported by using secondarysignature graphics. When used sparingly, thesesecondary graphic tools support and enhancethe primary visual elements of the WSP brand.

Liquid Graphics: Liquid graphics are white lineart which can be layered on a WSP color or photoand is available as a unit and a pattern. The lineweight of the art should always be .5 pt. If theart is enlarged or reduced in QuarkXPress or anyother application, the native illustrator f ile shouldbe adjusted.

In most cases, all “corporate” publications gener-ated by WSP headquarters will use the ripplepattern as a secondary signature graphic. Regionsmay use any of the patterns presented here.

Liquid Graphics

Ripple Stream

Drop

Flow Bubble

Current

Field Notes Design

9

The Field Notes series is an essential communi-cation vehicle for WSP field staff to report results,f indings, lessons, and achievements of f ieldprojects and activities. The design of the field noteeffectively combines all of our graphic identitytools – color, photos, type, and secondary graphics.

Template: The exhibits to the right show the designof the WSP field note. For maximum visual clarity,the layout uses white space around headlines,photos, and diagrams.

When creating your field note, provide this templateto the design agency to ensure that your field notemeets the WSP standards.

Note the use of the pull-out copy at top of left-handpage of the inside spread for visual interest and howit provides a quick read of important information.This f ield note uses Green Tea (PMS 7492) as thelead color and WSP Slate (PMS 5615) and Storm(PMS 5483) as secondary colors.

The WSP field note template in QuarkXpress™

4.11 is provided on the accompanying CD-ROM.

Paper: Matte or dull f inish; 100# text stock.

Front Cover

Inside Spread

Back Cover

Sub-Head Goes Here

Title of This Issue GoesHere Title of This Issue

The Water and Sanitation Program is aninternational partnership for improving waterand sanitation sector policies, practices, andcapacities to serve poor people

September 2003

Intro Sub-Head Goes Here on One LineSentence or two introduction to topic goes here. Use 1-3 lines. Sentence or two introduction totopic goes here. Use 1-3 lines. Sentence or two introduction to topic goes here. Use 1-3 lines.

Field Notes

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South Asia55 Lodi Estate New Delhi 110 003 India

Phone: (91-11) 4690488, 4690489Fax: (91-11) 4628250E-mail: wspsa@worldbank.orgWeb site: http://www.wsp.org

August 2002

WSP MISSION:

To help the poor gain sustainedaccess to improved water and sani-tation services.

WSP FUNDING PARTNERS:

The Governments of Australia,Belgium, Canada, Denmark,Germany, Italy, Japan, Luxembourg,the Netherlands, Norway, Sweden,Switzerland, and the United Kingdom,the United Nations DevelopmentProgramme, and The World Bank.

ACKNOWLEDGEMENTS:

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In Collaboration with the IslamicRepublic of Mauritania, Ministry ofHydraulics and Energy, and TheWorld Bank.

PREPARED BY:

Lorem Ipsum Dolor Cola Nota Soeifa

Cover Photo by Occa CulpaCreated by Lorem IpsumPrinted at Lorem Ipsum Press

The findings, interpretations, and conclusions expressed are entirely those of the author and should not be attributed in any mannerto the World Bank, to its affiliated organizations, or to members of its Board of Executive Directors or the companies they represent.

ABOUT THE SERIES:

WSP Field Notes describe andanalyze projects and activities inwater and sanitation that providelessons for sector leaders,administrators, and individualstackling the water and sanitationchallenges in urban and ruralareas. The criteria for selectionof stories included in this seriesare large scale impact, demon-strable sustainability, good costrecovery, replicable conditions,and leadership.

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Analysis

Architecto Beatae Vitae

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KEY FINDINGS:

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(a) Supply Side (a) Demand Side

subsidy

Companytarif f below costs

Government

Consumers Company

Rich Consumers

Poor Consumers

Government

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uniform cost-ref lective tarif f

Pu ation Hee Titlpeat of blRe

General Use BrochureDesign

10

The general use brochure design was created tosupport a visual standard for WSP field-generatedbrochures developed for special events, learningworkshops, global conferences, World Bankmeetings, etc.

Customization: The brochure can be customizedby varying the application palette colors. Eachbrochure that you create can also be customizedwith dif ferent photos that represent the workfrom your region. This example uses a 50% tint ofWSP Clean River Blue (PMS 315) as the lead color.

Paper: Matte or dull f inish; 100# text stock.

General Paper Recommendations: All WSPprinted products should be produced on matte ordull f inish paper stock. The one exception to thisis WSP letterhead. This product and envelopesshould be produced on standard 24# whitewoven stock. Studies, manuals, and annualreports should be printed on matte or dull f inishstock. Inside pages - 70# text stock. Outside - 80# cover stock.

Front Cover

Inside Spread

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The Water and Sanitation Program is aninternational partnership for improving waterand sanitation sector policies, practices, andcapacities to serve poor people

wspwater andsanitation program

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PowerPointTM Design

11

Microsoft® PowerPoint™ is an important presentationtool for WSP staff. A template has been created foryour internal and external presentations.

This PowerPoint™ design is an essential part of theWSP visual identity. It is important that you followthe prescribed template for maximum effectiveness.This template has been carefully designed to rein-force and be consistent with all of the WSP visualcommunication products.

Customization: The template can be customizedby adding photographs, figures, tables, illustrations,etc.

Mandatory: All WSP PowerPoint™ presentationsshould be based on this template. Doing so willstrengthen our new visual identity among a largenumber of WSP stakeholders.

Title Page Typical Text Page

New Section or Chapter Page Page with Chart Example

Making the Mostof Contentby Repurposing

Donna Vincent RoaSr. Global Communication OfficerWater and Sanitation ProgramAugust 25th 2003

Title of PresentationPlace, Date, Year

2

Importance for effective knowledgemanagementν

ν

ν

ν

ν

Goals drive channel selection

Set channel targets early

Choose channels unique to your organization, immediate goal,

and audience

Create awareness and buy-in for the program

Share details about channels and target publications—

the Product Plan

Title of PresentationPlace, Date, Year

4

Section 5

Leading The Way

Title of PresentationPlace, Date, Year

3

Path Sample

Short Feature Story

Best Practice Summary

Web — Whats New

Print — 1000 CopiesField Note — First Use

Database With Rotating Stories