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Brand Guidelines

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  • Brand Guidelines

  • NMS Brand Guidelines Version 3 March 2016 1

    NMS Brand Essence

    Speaking with a common voice makes everything we do more powerful and effective. It unifies our company, motivates our employees and adds to our impact on clients.

    Weve evolved so successfully since our founding that many arent aware of all we do. We need to clarify our mission and explain our programsfor our clients and for ourselves.

    Outsiders think of NMS as a single entity. They expect it to have a unified and distinctive voice. That doesnt mean everybody has to say and do everything exactly the same way, but it does mean sticking to the common themes identified by the brand definition.

    These guidelines are designed to help you make our voice a powerful reality. They do not limit your freedom but, instead, are tools to help you bring our brand to life.

    You are the custodian of the NMS brand. Please take care of it.

    Everyone who works

    in a corporation

    should be concerned

    with marketing and,

    specifically, with the

    laws of branding. If

    the entire company

    is the marketing

    department, then the

    entire company is the

    branding department.

    The 22 Immutable Laws of Branding

  • NMS Brand Guidelines Version 3 March 2016 2

    NMS Graphic Standards

    Introduction

    This section provides an overview of the graphic standards and guidelines for using the NMS logo, trademarks and service marks in various applications.

    Consistent application of these guidelines enables NMS to maximize the impact of all marketing communications activities, creating a consistent, quality image, which will ultimately enhance our clients perception of NMS.

    Legally, we must maintain very specific standards when using the NMS logo in order to protect our identity.

  • NMS Brand Guidelines Version 3 March 2016 3

    Primary Logo

    The NMS logo speaks to the breadth of services we offer and to the diversity of the people we employ. It is the signature for the company and its services and is the key element in our graphic identity.

    The NMS logo was designed to present a strong impression that will stay in the minds of our clients, our employees and the public. The deep blue of the NMS logo represents leadership, with the embedded figure of the hunter linking us to our Alaska heritage. The background grid gives a contemporary feel while representing our heritage through the colors of the Alaska tundra.

    The primary logos minimum size is 1.875 inches wide. This retains the integrity of the hunter inside the letter N. We recommend that the logo be surrounded by .25 of clear white space.

    The brand logo and proprietary marks must always be consistent with these guidelines.

    NMS Graphic Standards

    Corporate logo

    1.875 inches wide

    .25

    .25

    .25

    .25

    Recommended white space

    Minimum size

  • NMS Brand Guidelines Version 3 March 2016 4

    Human ResourcesBP - Anchorage

    Primary Logo (continued)

    The integrity of the NMS identity must be monitored and protected. Anything that confuses or hinders a viewers quick recognition of our brand identity impedes our efforts.

    Always choose to use the primary logo over the secondary logo (see page 5). The secondary logo is for use when the size of reproduction is too small for the primary logo or when printing in black and white.

    The primary logo should never appear in a white box on a black or solid color background. Do not link other elements such as names or symbols to the primary logo.

    Under no circumstances may the logo be modified by moving, enlarging, reducing or altering any individual elements or their proportional relationships.

    NMS Graphic Standards

    Examples of misuse

    DO NOT stretch, shrink, rotate or skew the logo.

    DO NOT add department, division or facility names to the logo.

    DO NOT add shapes or graphics to the logo.

  • NMS Brand Guidelines Version 3 March 2016 5

    NMS Graphic Standards

    Secondary logo

    NMSNMSNMS

    Use Helvetica Black when logo is smaller than minimum size.

    Secondary Logo

    The primary NMS logo (see page 3) should be used in most circumstances, but sometimes it is appropriate to use the logo without the grid and color blocks. The secondary version (shown at left) was created for use in these circumstances:

    When vertical or horizontal space is limited

    When printing standards reduce the quality of the logo image

    When printing in black and white, or when using in a document that will be frequently copied in black and white

    The secondary logos minimum size is 1.125 inches wide. When the logo is reduced in size to less than the minimum width, substitute it with NMS typed in Helvetica Black. This is because the hunter in the N begins to fill in and become unrecognizable at such small sizes. We recommend that the logo be surrounded by .25 of clear white space.

    NMS Security Logo

    NMS does business as NMS Security Services, LLC and NMS Security Corporation in the contiguous U.S. When representing NMS Security operations in these instances, use the NMS Security logo below.

    This is the only exception to logo standards. Always abide by the graphic standards for the primary and secondary NMS logos in every other circumstance.

    Minimum size

    1.125 inches wide

    Recommended white space

    .25

    .25

    .25

    .25

  • NMS Brand Guidelines Version 3 March 2016 6

    800 E. Dimond Blvd.Suite 3-500Anchorage, AK 99515

    1 2 3 4 5 6

    7 8 9 10 11 12 13

    14 15 16 17 18 19 20

    21 22 23 24 25 26 27

    28 29

    S M T W T F S

    FEBRUARY

    Valentines Day Presidents Day

    Please contact the NMS HSSE Dept. at [email protected]

    February is American Heart Month! Heart disease is a broad term used to describe a range of diseases that affect your heart. The various diseases that fall under this term include diseases of your blood vessels, such as coronary artery disease; heart rhythm problems (arrhythmias); heart infections; and heart defects youre born with (congenital heart defects).

    Last Quarter

    New Moon

    Full Moon

    First Quarter

    Cold-Related Illnesses

    Driver Safety Part 1

    Driver Safety Part 2

    Emergency Action Plan

    Ergonomics

    NMS Graphic Standards

    Logo Standards

    Materials that include the logo should be produced using the digital files available from the NMS Marketing & Communications department. These logos and corresponding use specifications should be provided to the printer or graphic design studio prior to printing (or embroidering) any NMS materials.

    The NMS logo has been designed for use in a variety of graphic applications. Reproduction of the logo must always be printed clearly and appear crisp and without distortion to maintain the integrity of the logo and to ensure consistent legibility.

    When printing in black and white or for documents that will be photocopied in black and white (regardless of whether the original is printed in color), use the secondary logo.

    NMS Capabilities: Education, Campus Servic

    es

  • NMS Brand Guidelines Version 3 March 2016 7

    Spot PMS 281CMYK 99 75 22 33RGB 0 42 108Web #002A6C

    Corporate Blue

    Spot PMS 582C PMS 398UCMYK 35 30 100 20RGB 142 141 24Web #8E8D18

    Foliose Lichen Green

    Spot PMS 159C PMS 718UCMYK 20 65 95 10RGB 182 107 37Web #B66B25

    Crustose Lichen Orange

    Spot PMS 5815C PMS 5815UCMYK 55 50 95 25RGB 102 99 41Web #666329

    Diamond-leaf Willow Green

    Spot PMS 5275C PMS 534UCMYK 80 65 30 20RGB 71 75 110Web #474B6E

    Purple Mountains Blue

    Spot PMS 1807C PMS 180UCMYK 30 90 90 20RGB 147 46 41Web #932E29

    Kinnikinnick Red

    Color Palette

    Derived from the natural colors of the Alaska tundra, the NMS color palette is a distinctive range of colors selected for use by NMS. By adhering to the color palette, NMS maintains a unified appearance and builds brand recognition.

    Requirements

    Do Not Alter The Color Palette!

    The NMS letters that makes up the core of the logo must always appear in Corporate Blue. The lines in the grid beneath the NMS letters must also always be Corporate Blue. The only exception is in black and white materials.

    Corporate Blue is used for all headings and subheads in corporate communications.

    All colors must be used at 100 percent opacity in large fields of color. Check with Marketing when using shades and gradients.

    To ensure your printer maintains color and quality standards:

    Provide color specifications with each printing order: give a sample of stationary paper or card stock to your printer to further clarify your order.

    Identify the color(s) by specific name.

    Make sure your printer knows that the visual match (checking your colors with the printer proof ) is the final test before giving your approval to print.

    Embroidery thread colors are addressed on page 9.

    NMS Graphic Standards

  • NMS Brand Guidelines Version 3 March 2016 8

    Silk Screen Color Palette

    The silk screen colors on this page have been carefully chosen to best replicate logo colors. Please adhere to them.

    Do not add color to the star or hunter except as indicated.

    NMS Graphic Standards

    Pantone 281 CVUC-35, M-30, Y-100, K-20

    C-30, M-90, Y-90, K-20

    C-80, M-65, Y-30, K-20

    C-55, M-50, Y-95, K-25

    C-20, M-65, Y-95, K-10

    Pantone 281 CVU

    Embroidery Color Palette

    The palette of colors for embroidery thread has far fewer variations than print inks. The Madeira brand thread colors on this page have been carefully chosen to best replicate corporate and division colors. Please adhere to them. All vendors must provide a sew out to the Marketing & Communications department for approval.

    Light Fabric

    1243

    1340 1221

    1364

    1374

    1396

    1012

    Dark Fabric

    1041

    1340 1221

    1364

    1374

    1396

    1243

  • NMS Brand Guidelines Version 3 March 2016 9

    NMS Typography

    Our system relies on Myriad Pro for everything from business cards to tradeshow displays to promotional items. Because this typeface is not loaded on every employees computer, use Arial and Times New Roman when composing letters and other documents.

    Branded Headings

    Corporate Blue is used for all headings and most subheads in communications.

    Heading level 1: Myriad Pro Light Condensed, bold, 14pt font (Corporate blue)

    Heading level 2: Myriad Pro Condensed, 14pt font (Corporate blue)

    Heading level 3: Arial 11pt font (Corporate blue) Heading level 4: Arial, bold, 11pt font (black) Heading level 5: Arial, underlined, 11pt font

    (black)

    Body Copy

    ArialUse at 11pt font size for all body copy.

    Times New RomanUse at 11pt font size for communications that require extremely large amounts of copy.

    Myriad Pro Light Condensed BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

    Myriad Pro CondensedABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

    ArialRegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

    Times New RomanRomanABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

  • NMS Brand Guidelines Version 3 March 2016 10

    NMS Name Usage

    In addition to the rules regarding correct usage of the NMS logo, certain guidelines must always be followed in regard to the NMS name:

    Possessive Form

    Correct: NMS mission is to provide management and support

    services at a level of quality, value, safety and expertise beyond our clients expectations.

    Incorrect: NMSs mission is to provide management and support

    services at a level of quality, value, safety and expertise beyond our clients expectations.

    DO NOT abbreviate, hyphenate, compound or spell out NMS.

    Correct: NMS is Alaskas premier provider of outsourced services. Incorrect:

    NMS/NANA is Alaskas premier provider of outsourced services.

    NANA-NMS is Alaskas premier provider of outsourced services.

    NMS LLC is Alaskas premier provider of outsourced services.

    N.M.S. is Alaskas premier provider of outsourced services.

    NANA Management Services is Alaskas premier provider of outsourced services.

  • NMS Brand Guidelines Version 3 March 2016 11

    Trademarks & Registered Marks

    Registered names

    NMS

    Words or phrases that have been developed and are used to identify the goods and services NMS provides are trademarked and must be treated with care and respect. Marks that are registered with the U.S. Patent and Trademark Office must be accompanied by the symbol. When using the symbol in a document in which a logo or tagline is used multiple times, it is only necessary to note the symbol the first time in the document.

    Trademarks must be spelled and used correctly. They are registered as they are shown on this page. Anything different is incorrect. Always use the symbol with registered marks.Marks may only be used with approved NMS products and services.

    Individual business units of NMS or its business accounts may not develop trademarks or service marks.

    Legal Protection of Trademarks and Registered Marks

    NMS can lose its exclusive legal right to proprietary trademarks and registered marks if these marks are not used properly.

    For questions regarding trademarks or registered marks and their proper usage, contact the NMS Marketing & Communications department:

    (907) [email protected]

  • NMS Brand Guidelines Version 3 March 2016 12

    Owner Logos

    We are all proud of our NMS owners: NANA, with its rich cultural history and entrepreneurial spirit, and Sodexo, with its sophistication and technical expertise. We are, however, a separate legal entity, and as NMS, are authorized to use the NMS logo as described on the previous pages. We are owned by NANA and Sodexo, but we are not authorized to use their logos to represent NMS.

    If you have any questions, please contact the NMS Marketing & Communications department at (907) 273-2445 or via email at [email protected]

    NMS Owner Logos