identity guidelines - natex.org

Identity Guidelines

11/2014

NATE Identity Guidelines

As the nation’s largest non-profit certification organization for heating, ventilation, air conditioning and refrigeration technicians, North American Technician Excellence (NATE) has been recognized for quality since 1997. The NATE logo is a visual representation of our brand, and as a certification organization, proper usage is key to increasing awareness for what we do: Certifying the finest in HVACR.

Our brand reaches a broad range of audiences — contractors, manufacturers, technicians, testing organizations, training partners and utilities — and our logo can be used in an array of applications, from print advertising and collateral to clothing and Web sites. As a result, these guidelines have been created for all of our stakeholders to best leverage (and protect) the NATE brand through correct and consistent logo usage.

If you have any questions about using the NATE logo, please reference the Questions section of these guidelines.

Leveraging and Protecting the NATE Brand

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The Basic NATE Logo is used when identifying North American Technician Excellence (NATE) and is available in two formats: the 3D Preferred Logo and the 2D Limited-Color Logo. While these logos are intended primarily for NATE, variations for our industry partners have been made available and are discussed later in these guidelines.

The Basic NATE Logo

3D PREFERRED LOGO

This is the preferred NATE logo format and is recommended for a broad range of media, from four-color and grayscale printing to online applications. Available in JPEG and EPS formats.

2D LIMITED-COLOR LOGO

While use of the 3D format is preferred, there may be instances when four-color or halftone printing is not an option. In such instances, the 2D Limited-Color Logo may be used. Available in EPS formats.

NATE_3D_CMYK.epsNATE_3D_CMYK.jpg

NO

RTH

AM

ERICAN TECHNICIAN EXCELLENC

E

CERTIFYING THE FINEST IN H

VACR

NATE_2D_268_114.eps

NATE_3D_K.epsNATE_3D_K.jpg

NO

RTH

AM

ERICAN TECHNICIAN EXCELLENC

E

CERTIFYING THE FINEST IN H

VACR

NATE_2D_268.eps

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NATE Identity GuidelinesMinimum Size/Clear Space

MINIMUM CLEAR SPACE

The recommended clear space on all sides of the logo should be no less than the width of the “N” in “NATE.” Text, other logos, complicated background images and the outer edges of the document must not intrude into the clear space. See Incorrect Usage for an example.

MINIMUM SIZE

For the purpose of readability, the NATE logo should never be reproduced smaller than 1/2" in height and width.

1x

1x

1/2"

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The integrity and value of the NATE logo relies upon strict adherence to the standards set forth in these guidelines. The following are examples of how NOT to use the logo and are prohibited. Page 14 offers NATE marketing contact information if you have any concerns about logo usage.

Incorrect Usage

NEVER show the logo without the outer type.

DO NOT surround logo with a border.

DO NOT alter the logo colors.

DO NOT skew or stretch the logo.

DO NOT display the logo at less than 100% opacity.

DO NOT crop the logo.

DO NOT add any other positioning lines, taglines or slogans.

DO NOT place the logo within any additional graphic device.

DO NOT place logo on a background color that makes readability difficult.

Certified Technician

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NATE Identity GuidelinesBase Color Builds

The NATE logo is based upon the following colors:

Nate Purple

PMS 268cmyk: 82/100/0/12rgb: 79/38/131hex: 4F2683

Nate Yellow

PMS 114cmyk: 0/8/73/0rgb: 255/227/99hex: FFE363

Nate Black

Pantone Blackcmyk: 0/0/0/100rgb: 0/0/0hex: 000000

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The choice of typeface influences the voice, personality and character of NATE and must be flexible enough to support the needs of a diverse set of design requirements. To support our brand vision, we have selected Univers as the primary font family for content stylization in our marketing communications materials.

Associated Fonts

NATE Logo Font

Myriad Roman is used exclusively within the NATE logo and is generally not utilized for any other purpose in NATE marketing communications materials.

Myriad Roman

Primary Font

With a variety of widths and weights, Univers is available for license on both Mac and PC platforms. In situations where Univers cannot be used — such as on a Web site — Arial, Helvetica or a similar sans- serif font may be substituted.

Univers Light 45

Univers Light Oblique

Univers 55

Univers Oblique

Unvers Bold 65

Univers Bold Oblique

Univers Black 75

Univers Black Oblique

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

Secondary Font

Condensed and extended versions of Univers are available, but use of the primary font is preferable.

Univers Condensed 57

Univers Condensed Oblique

Univers Condensed Bold 67

Univer Condensed Bold Oblique

Univers Ext 53

Univers Ext Oblique

Univers Bold Ext 63

Univers Bold Ext Oblique

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

For use of NATE logos, fill out the Permission Request Form.

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Multiple trade audiences use the NATE logo — from contractors and manufacturers to training partners, testing facilities and utility companies. In order to best support each NATE industry partner, individual logos have been created with targeted messaging that supports each organization. The following pages illustrate the proper usage and available formats for each partner group.

The NATE Logo for Industry Partners

Proctors/Testing Facilities

Training Partners

Manufacturers

Utilities

Contractors

Logos displayed on background color for visual reference only.


MINIMUM SIZE REQUIREMENTS

The partner logo should never be reproduced smaller than the dimensions shown here. The white rectangular box is part of the partner logo and must always be included. Ample space should be given around all edges of the logo when placed in a layout.

VERTICAL Configuration


HORIZONTAL Configuration


1/2"

3/4"1/2"

1"

NAT_TEST_2Dh_268.eps

NAT_TEST_2Dh_268_114.eps

NAT_TEST_2Dv_268.epsNAT_TEST_2Dv_268_114.eps

A P PROV ED

TESTINGFACILITY

NAT_TEST_3Dh_k.epsNAT_TEST_3Dh_k.jpg

NAT_TEST_3Dh_cmyk.epsNAT_TEST_3Dh_cmyk.jpg

NAT_TEST_3Dv_k.epsNAT_TEST_3Dv_k.jpg

NAT_TEST_3Dv_cmyk.epsNAT_TEST_3Dv_cmyk.jpg


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3D PREFERRED LOGO

This is the preferred NATE Proctors/Testing Facilities partner logo format and is recommended for a broad range of media, from four-color and grayscale printing to online applications. Available in JPEG and EPS formats.

NATE Partner Logos: PROCTORS/TESTING FACILITIES









1/2"

3/4"1/2"

1"

NAT_TRNG_2Dh_268.eps

NAT_TRNG_2Dh_268_114.eps

NAT_TRNG_2Dv_268.epsNAT_TRNG_2Dv_268_114.eps

NAT_TRNG_3Dh_k.epsNAT_TRNG_3Dh_k.jpg

NAT_TRNG_3Dh_cmyk.epsNAT_TRNG_3Dh_cmyk.jpg

NAT_TRNG_3Dv_k.epsNAT_TRNG_3Dv_k.jpg

NAT_TRNG_3Dv_cmyk.epsNAT_TRNG_3Dv_cmyk.jpg


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3D PREFERRED LOGO

This is the preferred Training partner logo format and is recommended for a broad range of media, from four-color and grayscale printing to online applications. Available in JPEG and EPS formats.

NATE Partner Logos: TRAINING PARTNERS









1/2"

3/4"1/2"

1"

NAT_MANF_3Dh_k.epsNAT_MANF_3Dh_k.jpg

NAT_MANF_2Dh_268.eps

NAT_MANF_2Dh_268_114.eps

NAT_MANF_2Dv_268.eps

W E E N C O U R AGE

NATECERTIFICATION

NAT_MANF_2Dv_268_114.eps

W E E N C O U R AGE

NATECERTIFICATION

NAT_MANF_3Dh_cmyk.epsNAT_MANF_3Dh_cmyk.jpg

NAT_MANF_3Dv_k.epsNAT_MANF_3Dv_k.jpg

NAT_MANF_3Dv_cmyk.epsNAT_MANF_3Dv_cmyk.jpg


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3D PREFERRED LOGO

This is the preferred Manufacturer partner logo format and is recommended for a broad range of media, from four-color and grayscale printing to online applications. Available in JPEG and EPS formats.

NATE Partner Logos: MANUFACTURERS









1/2"

3/4"1/2"

1"W E R EC OM M E ND

NATE-CERTIFIED TECHNICIANS

W e R ec om mend

NATE-CErTifiEd TEChNiCiANs

NAT_UTIL_2Dh_268.eps

NAT_UTIL_2Dh_268_114.eps

NAT_UTIL_2Dv_268.eps

W E R E C O M M E ND

NATE-CERTIFIEDTECHNICIANS

NAT_UTIL_2Dv_268_114.eps

W E R E C O M M E ND


NAT_UTIL_3Dh_k.epsNAT_UTIL_3Dh_k.jpg

NAT_UTIL_3Dh_cmyk.epsNAT_UTIL_3Dh_cmyk.jpg

NAT_UTIL_3Dv_k.epsNAT_UTIL_3Dv_k.jpg

NAT_UTIL_3Dv_cmyk.epsNAT_UTIL_3Dv_cmyk.jpg


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3D PREFERRED LOGO

This is the preferred Utilities partner logo format and is recommended for a broad range of media, from four-color and grayscale printing to online applications. Available in JPEG and EPS formats.

NATE Partner Logos: UTILITIES









1/2"

3/4"1/2"

1"

NAT_CONT_2Dh_268.eps

NAT_CONT_2Dh_268_114.eps

NAT_CONT_2Dv_268.eps

W E E M P L OY


NAT_CONT_2Dv_268_114.eps

W E E M P L OY


NAT_CONT_3Dh_k.epsNAT_CONT_3Dh_k.jpg

NAT_CONT_3Dh_cmyk.epsNAT_CONT_3Dh_cmyk.jpg

NAT_CONT_3Dv_k.epsNAT_CONT_3Dv_k.jpg

NAT_CONT_3Dv_cmyk.epsNAT_CONT_3Dv_cmyk.jpg


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3D PREFERRED LOGO

This is the preferred Contractors partner logo format and is recommended for a broad range of media, from four-color and grayscale printing to online applications. Available in JPEG and EPS formats.

NATE Partner Logos: CONTRACTORS

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Company NameRoger

Company NameRoger

The NATE symbol is recognized by the industry and growing numbers of consumers as the mark of technician excellence. NATE-certified technicians have proven they have the knowledge to be the best, and have earned the honor to wear the distinctive NATE patch. Proper display of the certification patch and service/installation specialty chevrons is key to reinforcing certification to consumers.

NATE Logo for Technician Uniform Usage

NATE CERTIFICATION PATCHES

There are three certification patches available to technicians:

NATE-Certified Heating & Cooling Professional NATE-Certified Refrigeration Professional NATE-Certified Efficiency Analyst Professional

These patches are preferably displayed on the front shirt pocket, opposite technician name/company as shown here.

NATE SERVICE CHEVRON

The NATE service chevron is worn in combination with the certification patch, the preferred placement is on the left arm as shown here. Technicians may choose to display their chevrons in order of attainment or alphabetical order.

NATE INSTALLATION CHEVRON

The NATE installation chevron is worn in combination with the certification patch, the preferred placement is on the right arm as shown here. Technicians may choose to display their chevrons in order of attainment or alphabetical order.

Company NameRoger

Company NameRoger

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If you have any questions, or are encountering a situation involving the NATE logo that may result in an exception to these guidelines, please contact NATE.

VALERIE BRIGGS NATE Marketing/Director

2111 Wilson Blvd Suite 510 Arlington, VA 22201 E-mail: [email protected] Phone: 703-600-0367 Fax: 703-527-2316

©Copyright 2014, North American Technician Excellence, Inc.

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