1-MSD Brand Book and Graphics Standards.pdf

B R A N D G U I D E

G R A P H I C S S T A N D A R D S

Wastewater Treatment

We ensure the safe and efficient treatment of wastewater, transforming it from waste to water that meets or exceeds environmental standards for the receiving stream, protecting public health and local waterways.

Jefferson, Bullitt and Oldham counties

Flood Protection

Louisville MSD provides Ohio River flood protection services, employing a comprehensive approach to minimize flood risks and protect the community’s lives, properties and ecosystems from the adverse effects of Ohio River flooding.

Stormwater/Drainage

When it rains or snows, stormwater runoff flows through drains and pipes to local creeks, streams, and eventually the Ohio River, picking up pollutants along the way.

To protect our waterways, MSD Stormwater Service monitors for pollutants and removes illegal discharges across most of Jefferson County, serving about 680,500 people.

Jefferson County Jefferson County

ABOUT MSD

THREE UTILITIES IN ONE

MSD stands as a model of innovation and service. We provide comprehensive management and protection of the area’s water resources, ensuring safe, clean waterways for our community.

Our core services are designed to meet the region’s needs today and prepare for a sustainable future.

OUR CORE SERVICES

BRAND PLAN

WHEELHOUSE

• Protecting river and stream health

• Eliminating combined sewer overflows

• Stormwater drainage and flood protection

• Innovative financing for capital projects

• Generating community benefit through contracting partners

• Diverse leadership and hiring practices

• Minority business contracting

ENSURING SAFE,

CLEAN WATERWAYS

PERSONALITY

MSD is a Neighborly Steward. This helpful, cooperative attitude drives our organization in managing and protecting the area’s waterways, because that’s what good neighbors do. It speaks to the way we do our jobs as we manage, protect and care for area waterways.

VISION

The innovative regional utility for safe, clean waterways

MISSION

Provide quality wastewater, stormwater, and flood protection services to protect public health and safety through sustainable solutions, fiscal stewardship and strategic partnerships

VOICE

We Are: We Are Not:

Compassionate Sappy

Clear Complicated

Forthright Domineering

Respectful Flowery

Determined Inflexible

WE VALUE

• Knowledge

• Taking the lead

• Accountability

• Reliability

• Responsiveness

• Compassion

• Hard work

• The environment

PROOF POINTS

Wastewater:

156 million gallons of wastewater treated daily at our water quality treatment centers in Jefferson, Bullitt and Oldham counties.

Stormwater:

Protecting tens of thousands of homes and businesses with a 376-square mile storm drainage system in Jefferson County.

Flood Protection:

Managing 26.1 miles of floodwall and levee to safeguard more than 200,000 people and $34 billion in property from Ohio River flooding.

G R A P H I C S S T A N D A R D S

The look created for MSD is one that is simple, clean, contemporary, approachable and environmentally-conscious.

It conveys a straight-forward attitude and can-do nature.

This guide serves to present MSD in a uniform fashion through the proper use of our logos, tagline and typefaces in all marketing and advertising materials.

THE LOGO

The MSD logo is the most immediate visual representation of our company, our people and our brand. It is a valuable corporate asset that should be used consistently in the proper, approved forms. It is the visual identity of MSD, and it uniquely, and distinctively sets us apart from other companies. The logo is the primary element of our identity. However, other elements play an important role in establishing our visual style, like:

color, typography, imagery and tone of voice.

Our icon and wordmark can be set horizontally or vertically, whichever works best with your design.

The logo can be used with our PMS (Pantone

Matching System) green and blue colors, all black, or reversed/white – whichever works best for legibility within our guidelines for your background color or design. The thought to keep in mind is that the logo should always be consistent and easy to identify at a glance.

COLOR PALETTE

The blue and green colors symbolize water and earth.

PMS

PMS

R G B

C M Y K

R G B

C M Y K

PRIMARY LOGO

The primary logo is the preferred version to be used.

Full-Color Logo

To be used on light backgrounds.

Reversed Logo

To be used on dark backgrounds. The reversed white logo may be used when placed over a blue or green background.

SECONDARY LOGO (NO TAG)

The secondary logo may be used in situations where the tagline may appear too small.

Full-Color Logo

To be used on light backgrounds.

Reversed Logo

LEAF ICON

The leaf icon may be used independent of the typography on merchandise only.

Full-Color Logo

To be used on light backgrounds.

Reversed Logo

OTHER ACCEPTABLE LOGO CONFIGURATIONS

In situations where the preferred logos will not fit, the alternatives below are acceptable.

Below represents order of preference.

LOGO MISUSE

It is important that the appearance of the logo remains consistent. The logo must never be adjusted, added to or redrawn. It should only be reproduced from the artwork provided. To illustrate this point, some of the more likely mistakes are written and shown below.

Do not use the logo without the ® mark.*

Do not add a stroke around the logo.

Do not use an unaccepted logo.

Do not stretch the logo.

Do not place logo on a busy background.

Do not rearrange the logo.

Do not change the colors of the logo.

Do not add a drop shadow to the logo.

*If embroidering the logo, (R) mark is not needed as it is too small for embroidery.

one inch equals

72 pixels minimum stacked logo size minimum horizontal logo size with tagline with tagline without tagline without tagline

48 px w 57 px h or

.675 in w .8125 in h

80 px w 23 px h or

1 in w .3 in h

32 px w 35 px h or

.45 in w

.48 in h

46 px w 15 px h or

.65 in w .2 in h

LOGO SIZE

We like our logo to be easily read. Keep the size legible and always give it breathing room.

LOGO FREE ZONES

The “free zone” is the space around the logo that protects it from being visually diminished and/or crowded by surrounding illustration, type or other material. Photos and other graphics should not be used within the area of isolation. The clearance rule is simply the height of the “S” of the logo all the way around the visual boundary of the logo.

minimum clear space free zone one “S” height all the way around the logo

PROGRAM LOGO LOCKUPS

There are a limited number of programs that have approved secondary logos. Approved secondary logos may be used in materials as long as the official MSD logo is also present. When they are used in close proximity to one another, they should be treated as a “lock up” as seen below:

Any additional programs or department logos must be cleared through the Communications Department.

EQUITY &

Community Partnerships

FEDERAL CREDIT UNION

Louisville Water

ONE WATER

PARTNERSHIP

E m er gency Wastew ater

R a te A ssistance Pro g ra m

EMPLOYEE RESOURCE GROUPS

We have introduced the following Employee Resource Groups that have approved secondary logos including black@msd, pride@msd and women@msd.

This is how they lock up with our MSD logo:

pride@msdblack @msd women@msd

FONTS

For headlines, use Gotham Ultra in upper case.

For body copy, use Gotham Light or Gotham Book in upper and lower case.

LOREM IPSUM DOLOR SIT AMET

Consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

SECONDARY FONTS

For the employees who do not have access to Gotham Ultra and Gotham Light on your computer, please utilize our secondary font: Arial.

For headlines, use Arial Bold in upper case.

For body copy, use Arial Regular in upper and lower case.

LOREM IPSUM DOLOR SIT AMET

Consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

700 West Liberty Street | Louisville, KY 40203-1911

502.540.6000 | louisvillemsd.org

1.5” .75”

.75”

1.75” right marginleft margin header footer

CORPORATE LETTERHEAD

Gotham Light or Gotham Book should be used for the corporate letterhead font. If Gotham Light or Gotham Book are not available use Arial Regular. The body of the letter should be positioned within the boundaries shown below, with a header of 1.75 inches high, a left margin at 1.5 inches wide, a right margin at .75 inches wide and a bottom margin at .75 inches high.

EMAIL SIGNATURE

Click File > Options.

Open Outlook.

Follow these steps to add your signature to your email.

Click Mail > Signatures.

Click New.

Click OK to finish.

Under “Choose default signature” select the drop down menu for “New messages” and select your newly created signature. As an option, you may do the same for “Replies/forwards”.

Type a name for the signature and click OK.

Paste your signature in the “Edit signature” field. You should be able to customize the signature now with your information.

Mandy Rivers

Mandy.Rivers@louisvillemsd.org

UNDER REVIEW

TEAMS BACKGROUND

This is our approved Teams background that every MSD employee is required to use during Teams meetings.

You can change your Teams background by following these steps:

Select More options in your meeting or call controls

Select Background effects

Choose your background

Then choose upload your own photo by selecting the plus sign and then select the MSD Teams Background.

Select Done

OFFICIAL MERCHANDISE ITEMS

These are the official merchandise items. If you are interested in having additional merchandise items created, all requests must go through and be approved by the Communications Department.

CONTINUED OFFICIAL MERCHANDISE ITEMS

To schedule a Mandy the Salamander appearance, please email MSDTeamMandy@msdlouky.org.

ADDITIONAL ITEMS - CHARACTERS

There are select cases where we use approved characters to help convey our messages internally and externally, and they are:

Mandy

Her focus: “Safe, clean waterways” These are the two approved styles of Mandy, no other styles should be created.

If you have an event that you would like Mandy to attend, please reach out to the email MSDTeamMandy@LouisvilleMSD.org.

Bowl Patrol Their focus: “What not to flush” These are the approved versions of Pee, Poo and Paper, no other version should be created.

Dos and Don’ts:

Don’t put Pee, Poo and Paper characters in an outdoors environment.

Don’t put Mandy in or around the toilet.

DO NOT CREATE

ANY OTHER MASCOTS FOR USE

INTERNALLY OR EXTERNALLY.

If you have any questions about the MSD Brand, please email the

Communications Director Sheryl.Lauder@LouisvilleMSD.org or Senior Videographer/Photographer Miles.Jackson@LouisvilleMSD.org