Brand Guide& Graphic Standards

R e vi sed 11.04

N P R® Corporate Identity Sta n d a r d sINTRODUCTION

In a highly competitive media world, the need for a strong, clearly-defined company identity couldnot be greater. While being a giant enterprise is not one of NPR’s goals, as a non-profit organizationwe are still faced with the impact that a largely unknown and out of sync image has on ourorganization. A weak and unknown identity can impair NPR’s ability to develop the best possibleprogramming, secure corporate underwriting, recruit the brightest talent, and ultimately serve thepublic in the best possible manner.

Consequently, in February 1997, NPR, working with CKS New York, a consulting firm specializing inbrand and identity development, began developing a program to enhance its identity. In addition,NPR will continue its campaign to strengthen its identity by establishing proper guidelines for use ofits visual identity, including all of its registered and unregistered marks.

I. NPR IDENTITY

The key elements of the NPR identity system are the NPR logo, a graphic expression of theorganization’s personality, and the NPR audio logo, an aural expression of the organization’spersonality.The NPR logo is composed of a graphic representation of the three letters “n,” “p,” and“r,” and does not include the name “National Public Radio.”

The new NPR logo is a service mark of National Public Radio, Inc. and must always be displayedwith the “SM” symbol until it is officially registered as a service mark by the U.S. Patent andTrademark Office. Once the new logo is registered (those licensed to use the mark will be advisedwhen it has been registered), the NPR logo must always be displayed with the encircled “®” symbol.While the NPR logo spells out our initials in lower case within its graphic representation, the lettercombination “NPR” in all caps is also a separately registered service mark.The letter combination“NPR” and the name “National Public Radio” are both registered service marks of National PublicRadio, Inc. and each must have a legible ® affixed to it.

NPR Nomenclature

“NPR” shall be the primary communicative name, and shall only be referred to as NPR rather than“National Public Radio.” In the past, NPR has referred to itself as “NPR” and “National PublicRadio” interchangeably and inconsistently. In addition, the words “National,” “Public,” and “Radio”perpetuate some of NPR’s most common perceptual problems. A significantly large number ofindividuals believe that NPR receives most of its income from the federal government, is publiclytraded, is a government institution, or is the same organization as PBS.These misperceptions can

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inhibit our ability to secure underwriting and successfully distinguish ourselves from the competition.“National Public Radio,” should only be used within a body of text to endorse NPR. For legaldocuments use “National Public Radio, Inc.” “National Public Radio” shall not be used in lieu of theNPR logo and the NPR name.

Trademark vs. service mark

A trademark is any word, name, phrase, symbol or design, or combination thereof used in commerceto identify and distinguish goods of one party from those of others. A service mark is the same as atrademark except that it identifies and distinguishes the services of one party from those of others. Atrademark is abbreviated TM and a service mark is abbreviated SM.

Since NPR is in the business of producing and distributing radio programs and providing otherservices to its member stations and listeners, we use the word “service mark” in lieu of“trademarks” to identify and distinguish NPR’s programs and services.

The trademark owner must apply to register the mark with the U.S. Patent and Trademark Office(PTO) before federal protection begins.

Word mark vs. design mark

A word mark is a trademark or service mark for a word or phrase that NPR uses in commerce. Adesign mark is a trademark or service mark for a symbol or logo that NPR uses in commerce.

Registered vs. unregistered

The “®” symbol is used only when the word mark or design mark have been registered through theU.S. PTO.The “SM” and “TM” symbols are used when a word mark or design mark is in theprocess of being registered. Until the mark is officially registered, is it unlawful to use the “®”symbol. “SM” appears next to service marks and “TM” appears next to trademarks.

A new NPR mark for programming, services, or products should not be used in commerce with the “SM” or “TM”designation without first discussing the new mark with an attorney in NPR’s Office of the General Counsel.

When should you use “®”,“SM”, or “TM”?

These symbols must appear with the first occurrence of a word mark in the body copy of any givendocument, even if it’s a possessive form.Titles, heads, and subheads are exempt from the rule.Theinitial registration symbol covers all additional instances of the word mark in the same document.

For design or editorial reasons, you may opt not to use the “®”, “SM”, or “TM” so long as youinclude a legal disclaimer tailored for the specific marks referred in the document. Most NPRdisclaimers conform to the following model :

[word mark] and the [word mark logo] are registered and unregistered service marks of National Public Radio, Inc.

On most printed materials, disclaimers should appear at a size no larger than 7-point type. For oversizedapplications such as roadside billboards, size of type should be adjusted accordingly. If you are unsure about theaccuracy of a legal disclaimer, contact an NPR attorney or NPR’s Communications division.

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Copyright line

To establish NPR as the owner of any published material (technical document, advertising, films,videos, etc.) use the following copyright line:

©[year of publication] National Public Radio, Inc.On most printed materials, the copyright line should appear at a size no larger than 7-point type. For oversizedapplications such as roadside billboards, size of type should be adjusted accordingly. On other materials, consultthe producer. If you are unsure about the accuracy of a legal disclaimer, contact NPR’s Communications division at(202.513.2317 or 513.2325).

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re g i s t e red word marks owned by NPR

All Things Considere d®

A n t h e m®

AT C®

Class of 2000: Family Stories®

Class of 2000: The Prejudice Puzzle®

C o m m u n i q u e®

Jazz Alive®

Jazz Pro f i l e s®

Link Up With Us®

M o rning Edition®

National Public Radio®

N P R®

NPR Satellite Services®

NPR takes you there®

Performance To d a y®

Public Radio Satellite System®

Radio Expeditions®

Sounds Like Science®

Talk of the Nation®

Wade in the water®

Wait, Wait... Don’t Tell Me!®

Weekend Edition®

Weekly Edition: The Best of NPR News®

u n re g i s t e red word marks developed by NPR

At the OperaS M

Billy Ta y l o r ’s Jazz at the KennedyC e n t e rS M

E u o n l i n eS M

e X p l o re R a d i oS M

Jazz from Lincoln CenterS M

NPR Newscast ServiceS M

NPR World of OperaS M

R e w i n dS M

World Radio NetworkS M

w o rd marks not owned by NPR

Car Ta l k®

F resh Air®

J a z z S e t®

On the Media®

Only a Game®

Says Yo u !®

Selected Shorts®

Sunday Morning Baro q u e®

Rock & Roll America®

The Thistle & Shamro c k®

NPR word mark registration status

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II. NPR TYPOGRAPHY

Bell Gothic Black is the principal typeface for NPR.The NPR name typeface functions as a secondelement of the identification. Its use in all signatures, signs, business forms, stationary, advertising,and promotion helps to tie these communications together and quickly identify the organization. NPRmust always appear in Bell Gothic Black when used as headline or subheadline copy. It is notnecessary that NPR appear in Bell Gothic Black when NPR is used within a body of text.

For print communications, the NPR name has been typeset in Bell Gothic Black on reproductionsheets for use as camera-ready art.

NPR®

B ell Gothic Black

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III. NPR LOGO

Proper Use

The proper use of the NPR logo is essential in order to ensure consistent corporate identity andstrengthen its overall impact.The logo must not be altered in any way, redrawn, embellished, orrecreated. Variations are not permitted.

Color Standards

The NPR logo must be reproduced in multiple colors as shown on page 4 every time multiple colorsare used to advertise and promote NPR and its programs.The NPR logo shall only be reproduced inone color when no more than two colors are being used to advertise and promote NPR and itsprograms.

The NPR logo may only be reproduced in a single color for materials used with NPR itself andsituations, both internal and external, where full color is impractical or uneconomical, such asnewsprint and one or two color reproduction.

The effective use of the corporate colors requires a high degree of quality control in color matching.The variables like the type of paper, amount and type of ink, printing equipment, and the character oflight which falls upon or is projected onto the color all affect the final color. Satisfactory colormatching cannot be achieved by only specifying a number or system.To insure correct colorreproduction, match colors visually to swatches from a Pantone Color Specifying System.

Master Art

The proportion, space, and size relationships of the NPR logo have been carefully developed foroptimum performance. Only use camera-ready artwork available on disks, logo slicks or the NPRMembers Only Web Site when reproducing the logo. Call NPR Corporate Identity to request copies.

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REVERSE

POSITIVE

NPR LOGO IN COLOR

Shown below are two approved forms in which the NPR logo can appear in color.The positive formof the NPR logo has been developed for use against white or light-colored backgrounds.The reverseform of the NPR logo has been developed for use against black or dark-colored backgrounds.

In order to achieve the best possible color fidelity, it is important to visually match the swatchesfrom the Pantone Color Specifying System to the final color being printed, painted, or produced.

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Proper Color Specifi c a t i o n s

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REVERSE

POSITIVE

NPR Logo in Black and W h i t e

Only use black ink (or white ink against a dark-colored background) when printing the NPR logo ina single color. However, if using colors other than black or white ink, use the darkest ink color on alight-colored background, and the lightest ink color on dark-colored background. Reproduction ofthe NPR logo in one color should only be used for internal-use materials such as NPR businessforms and memorandums and for both internal and external promotional situations where full coloris impractical or uneconomical, such as newsprint and one or two-color materials.

The positive form of the NPR logo must always be used against white or light-colored backgroundsas shown below.The reverse form of the NPR logo must always be used against black or dark-colored backgrounds as shown below.

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®

Incorrect Forms of the NPR L o go

A well-established and consistently presented servicemark is a very valuable asset to anorganization.

In order to protect and strengthen the trademark status of the NPR logo, the original approvedversions must not be altered, modified, added to, or changed in any way,

The examples on this page demonstrate many, but not all of the incorrect variations which areprohibited. Such misuses will undermine the value of the NPR logo status as a servicemark andaffect the consistency of corporate identity.

It is important to present the NPR logo in as clear and direct a manner as possible. Additionaldesign elements or visually competitive backgrounds will interfere with the quality and consistencyof the NPR logo. In general, the NPR logo should normally have a generous amount of backgroundspace surrounding it, in order to set it off. Avoid the use of any promotional copy, or competingslogans, taglines or logos in close proximity to the NPR logo, which creates confusion and reduces itsclarity and impact.

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®

N a t i o nal Public Radio®

Do not space out the three tiles.

Do not include the “®” within the logo.

Do not pair the words “National Public Radio” with the logo.

Never use the 3-solid tile version of the NPR logo.

Do not stack the tiles vertically unless used for largeenvironmental graphics such as banners or signs.

® ®

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NPR Logo on the Internet

Shown below are two approved color formulas in which the NPR logo can appear on the Internet. Inorder to achieve the best possible color fidelity, it is important to only use the color formula listedbelow when using a “gif” or “html” format.

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V. CO-BRANDING

NPR and NPR Member Station Co-Brand IdentityNPR is a strong, national media brand standing for quality radio programming dedicated toinforming, entertaining and enriching the lives of listeners. Member Stations often have strong localmedia brands built through the unique services they have provided to their communities.

Both brands are assets, and when leveraged together can help strengthen both NPR and memberstations’ identity and competitive positioning. By linking the station and NPR brands, co-brandinghelps both NPR and stations increase their visibility and listenership and realize more efficient useof their communications resources.

The NPR logo may, when properly licensed to a member station and displayed as provided in thesestandards, be used by it to signify its status as a member of NPR, to publicize and promote NPRprogramming on its station, and to create and customize items bearing the NPR logo.

Improper use may lead to confusion as to a station’s identity and its relationship to NPR.Toleverage the strength of both identities, it is critical to practice clear and consistent usage assuggested in this manual.This practice will help strengthen both identities across a variety of wide-ranging applications from print, Web, and station premiums to outdoor signage and promotions.

NPR LogoStations who have signed proper license agreements with NPR may signify their status as an NPRaffiliated station by using the NPR logo to endorse the station identity.The endorsementrelationship, where the station logo is dominant and NPR’s logo subordinate, will help to ensure thatthe station’s own identity is retained and reinforced in the community while benefiting from thevalue the NPR logo provides.

Proper/Improper Usage

The following pages include suggestions for proper combinations of the NPR logo with the stationlogo, as well as examples of improper combinations.These suggestions can be used as shown or theycan serve as guidelines to develop visual identities appropriate to your station’s needs.

However, the guidelines below must be followed to avoid infringing NPR’s servicemark and to avoidany alteration or distortion of the NPR logo.

• Never incorporate the NPR logo and/or name typeface into your name, call letters, frequency or logo.

• Keep the NPR logo and/or name typeface smaller than your station’s name, call letters, frequencyand logo.

• Contact NPR if there are any questions concerning your use of the NPR logo.

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• Only Member Stations may refer to themselves as “an NPR Member Station” (see positioning tagexamples below). Other stations may refer to themselves as “Your Source for NPR News or otherappropriate word.”

Suggested Proper Combinations

primary lock-up (see other versions on page 13)

logos are optically equal

in size

“separator line” cannot bethicker than 0.5 pt. It canjustify with logos’ width or extend slightly beyondlogos outside edges

space above andbelow separator linemust be equal andno less than 1/4 ofthe NPR logo width.

Station or partner

logo

2 logos andseparator linemust becentered

Using co-branding lock-ups

To facilitate partnerships with companies whos h a re its business and mission interests, NPR hasdeveloped co-branding lock-ups. The system isdesigned to express the essence of therelationship, provide fair credit, and strategicallyleverage the brand visibility of the parties involved.Its construction is based on a simple visualformula that easily adapts to the contractual andc reative needs of any NPR partnership.

n equal visibility co-branding lock-upEqual size logos provide balanced visibility. Theconcept of partnership is clearly captured, yetboth brands preserve their identity. Designconstraints may re q u i re the use of a h o r i z o n t a llock-up.

The order in which logos appear is contingenton design prerogatives and contractualagreements between NPR and its partner(s).

n tri-brand lock-upsSome partnerships re q u i re the use of t h ree logos. Depending on levels ofparticipation, marketing goals, or targetaudience, one brand may dominate the lock-up (see page 13).

Partnerships involving more than threecompanies may not benefit from giving equalvisibility to each brand. In fact, the inclusion ofseveral marks often results in “logo soup,” thenickname of a counter-productive visual effectthat dilutes the message and confusesconsumers. In such cases, it is preferable toestablish a dominant brand based onmarketing goals and target audience.

Using a positioning tag

Your NPR News Station

WOXPlogo

Other positioning tag samples

An NPR Member StationYour NPR StationYour NPR News StationYour Source for NPR NewsYour NPR Jazz StationYour Source for NPR JazzWhere Jazz Lives

Create your own variation[name of city] ’s NPR News StationNPR News for [name of locality]NPR News, [Classical], [Jazz]Your Source for Jazz Music and NPR News

horizontal co-branding lock-up

Station orpartner

logo

®

®

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equal visibility horizontal tri-brand lock-up

equal visibility vertical tri-brand lock-up

Partnerlogo A

Partnerlogo B

Partnerlogo A

Partnerlogo B

program-centric primary tri-brand lock-up

Programlogo

Partnerlogo

program-centric horizontal tri-brand lock-up

Programlogo

Partnerlogo

program-centric vertical tri-brand lock-up

Programlogo

Partnerlogo

WOXPAn NPR® Member Station

WOXPYour Source for NPR® News

Other Proper Combinations

®

®

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NPRWOXP/NPR

WOXP

WOXPAn Member Station

WOXP logo

WOXPlogo

WOXPlogo

NPR logo clearspace

do not incorporate “NPR” into your station name

do not make NPR’s logo a component of your logo

do not establish a station-dominant relationship using the NPR logo

do not use the NPR logo as text

do not encroach the clearspace around the NPR logo

WOXPNational Public Radio

do not use “National Public Radio”

WOXPNPR Plus

do not use improper positioning tags

WOXPNational Public Radio®

Improper Combinations

®®

®®

®

®

NPR Logo on Premiums and Promotional ProductsMember Stations may use the NPR logo to create premium and promotional items of their own, aslong as approval is received from NPR Corporate Identity and a proper license is obtained.

The NPR logo must not be altered in any way.The guidelines established in the preceding section foruse of the NPR logo by member stations applies for premiums and promotional products.

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I M P O R TANT NOTE ON USING NPR LOGO/NAME T Y P E FACE A R T

Using Reproduction Sheets

When printing any version of the NPR signature, use only first-generation images from thereproduction sheets. Do not use photocopies or other second-generation reproductions; such copieswill seriously degrade the quality of the image. If you require signatures of a different size fromthose supplied, choose the next largest size and reduce it using only the finest photographic methodsavailable. Signatures larger than those supplied on the reproduction sheets should be generated fromthe master computer files.

Using Computer-Generated Images

When generating the NPR signature for printed materials from a computer file, do not use less thana 1270 dot-per-inch output. Images from laserwriters or other low-resolution output devices may beused for position only, but may not be used for final printing.

Other Renderings

Any other rendering of the NPR signature, such as a hand-drawn illustration, that is neither takenfrom an approved reproduction sheet nor generated from a computer at high resolution, must beapproved by NPR Corporate Identity and Information before it is used.

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NPR®

635 Massachusetts Ave, NWWashington, DC 2 0 001 - 3 7 5 3

Telephone: 202.414.2000Facsimile: 202.414.3329http://www.npr.org

00/00/00

Name of AddresseeCompany or OrganizationMailing AddressCity, State and Zip Code

Salutation,

The new corporate font is Bell Gothic.Bell Gothic comes in two weights: light and black and is available for both PCand Mac.

The secondary font is Times. Times should be on both PC and Mac as part of thesystem font.

When drafting correspondence, only use Bell Gothic Light or Times for thebody text and Bell Gothic Black for headlines or subheads. Font size should be10 points and line spacing 12 points.

2" 5.5" wide

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