North Atlantic Treaty Organization VISUAL IDENTITY GUIDELINES

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VISUAL IDENTITY GUIDELINESNorth Atlantic Treaty Organization North Atlantic Treaty Organization

VISUAL IDENTITY GUIDELINES

2

Introduction

NATO has moved strategically and successfully into the new
age of digital outreach and communication technologies. The
paradigm shift the world is experiencing in the ways people
connect, engage and innovate requires international organisations
to be nimble and responsive to new technologies while ensuring
clarity of image.
The perception of NATO is directly reflected in the way we
present the Organization within the Alliance and to our
global audiences. This requires a consistent approach to our
management of communication methods and the creation of
applicable NATO content/documents/materials, with a clear
outline of Visual Identity Guidelines. These guidelines ensure
all relevant communication approaches directly convey that
they come from the Alliance or the designated NATO Division,
Command, Agency, etc.
The proper use of the NATO logo, and its cross-platform
integration, reinforces the Alliance’s public image and long-term
international presence.
Enquiries for further information and comments should be
directed to:

Steven Mehringer
Head, Communications Services
NATO Public Diplomacy Division
mehringer.steven@hq.nato.int

EDITORIAL NOTE

In view of best environmental practices, NATO is producing these
guidelines for distribution in a digital format only.
This manual is available in NATO’s two official languages: English
and French.
You may view, download and print as necessary from the following
link: www.nato.int/vigs
This link also offers access to logo files referred to in the manual.
Questions on the daily use of the NATO logo or implementation of
the Visual Identity Guidelines on any communications tool may be
directed to:
NATO Graphic Design Unit
nac.graphics@hq.nato.int

NATO VISUAL IDENTITY GUIDELINESVERSION 3 WWW.NATO.INT/VIGS

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How to use this manual

The NATO Visual Identity Guidelines:
Implementation Directive

This update of NATO’s Visual Identity Guidelines (VIGs) has been
designed to be thorough, clear and practical. Adherence to these
guidelines throughout the Alliance is overseen by the NATO
Public Diplomacy Division, Communications Services.
The implementation of NATO’s VIGs remains valid under the
original authority of then Secretary General Lord Robertson, under
whose leadership NATO’s VIGs were originally launched.
This manual is a technical reference document. It advises all those
who play a role in delivering NATO communications how to
properly and consistently apply the NATO VIGs to a broad range
of communication methods. For NATO to project the desired
image to respective audiences, it is essential for these guidelines
to be respected. Any deviation decreases the impact NATO’s
visual identity has on audiences.
All of the NATO Divisions and Independent Offices, Commands
and Agencies are expected to actively implement the VIGs. It is
therefore important that all staff members involved in developing
communication tools are aware of these guidelines and ensure
that they use them correctly when producing material.
Examples of branding include websites, video productions, email
campaigns, venue branding on media events, social media, print
publications, exhibits, promotional and marketing materials,
conference and seminar materials, stationery, email signatures
and PowerPoint presentations.
The manual is available online (www.nato.int/vigs) along with the
relevant image files of the NATO logo.

1.The NATO logo …………………………………………………………………………….. 5

4. Stationery …………………………………………………………………………………….21

4.1 Business cards ……………………………………………………………………………..21
4.2 Compliment slips ……………………………………………………………………….21
4.3 Envelopes …………………………………………………………………………………….22
4.4 Letters …………………………………………………………………………………………..22
4.5 Other stationery …………………………………………………………………………22
4.6 Email signatures ………………………………………………………………………….23

5. Use of the logo on NATO communications products ………24

5.1 Website and multimedia ………………………………………………………….24
5.1.1 The NATO website ……………………………………………… 24
5.1.2 Websites of NATO Commands, Agencies

and Committees …………………………………………………. 25
5.1.3 NATO’s other digital applications ……………………… 25
5.2 NATO print publications …………………………………………………………..26
5.3 Press information ……………………………………………………………………….26
5.4 PowerPoint presentations …………………………………………………………27
5.5 Exhibitions and conference material ………………………………………27
5.6 Recruitment advertisements, certificates and plaques ……….27
5.7 Branded items …………………………………………………………………………….27

6. Third-party usage of the NATO logo ……………………………………..28

4

Table of contents

1.1 The NATO logo as a modular concept ……………………………………..5
1.2 The Compass …………………………………………………………………………………6

1.2.1 Using the Compass in CMYK

(Cyan, Magenta, Yellow and Black) ……………………….6
1.2.2 Using the Compass on the Internet ……………………..6
1.2.3 Using the Compass for screens and projections ….6
1.2.4 Using the Compass in PMS

(Pantone Matching System) ………………………………….6
1.2.5 Using the Compass in grey scale…………………………..7
1.2.6 Using the Compass in line-art ………………………………7
1.2.7 Using the Compass as a stand-alone symbol ………7
1.3 The name box NATO / OTAN ……………………………………………………8
1.3.1 Always black & white …………………………………………….8
1.3.2 The name box on the Internet ……………………………..8
1.3.3 About the use of typefaces …………………………………..8
1.4 The standard NATO logo …………………………………………………………….9
1.4.1 The vertical NATO logo …………………………………………9
1.4.2 The horizontal NATO logo …………………………………….9
1.4.3 The logo at the edge of the page ……………………… 10
1.5 Correct use of the logo ……………………………………………………………..10
1.5.1 The logo size ………………………………………………………. 11
1.5.2 The exclusion area ……………………………………………… 12
1.5.3 Positioning of the logo ………………………………………. 13
1.5.4 The logo on backgrounds …………………………………… 14
1.5.5 The logo on the Internet ……………………………………. 14
1.5.6 Protection of logo integrity ……………………………….. 14

2. The NATO logo and the different NATO Divisions …………….15

2.1 The different NATO Divisions ………………………………………………….16
2.2 The integration of the NATO Divisions

in the modular concept …………………………………………………………….17
2.2.1 Name of the Division ……………………………………….. 17
2.2.2 Typography …………………………………………………………. 17
2.2.3 Vertical positioning …………………………………………… 17
2.2.4 Horizontal positioning ……………………………………….. 17

3. The NATO logo in conjunction with other logos ………………..18

3.1 Major political events ………………………………………………………………..18
3.2 Co-branding for NATO Agencies and Commands ……………….19
3.3 Co-branding of events organised in partnership

with NATO (“co-ownership”) …………………………………………………19

3.4 Visual acknowledgement of NATO contribution

in case of sponsorship by NATO ……………………………………………..20

NATO VISUAL IDENTITY GUIDELINESVERSION 3 WWW.NATO.INT/VIGS

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1. The NATO logo

1.1

The NATO logo as a modular concept

The NATO logo is the most important element of the overall
visual identity. It consists of different components. Depending on
the context of its use, the logo can take different forms.
The predominant component is the Compass set in the middle of
four squares featuring two shades of blue. The NATO Compass is
a prominent and widely recognised visual symbol of the Alliance.
Its continued incorporation into NATO’s visual identity serves as
a relevant bridge between NATO’s new visual approach and the
legacy of NATO’s communications since the beginning of the
Alliance.
This part of the logo can never be changed. It will appear in the
same configuration on every NATO communication tool.
The second component of the logo is the black and white name
box NATO / OTAN. English and French being NATO’s two official
languages, the standard configuration is the English / French
version. It cannot be substituted by other language versions.
The logo can be used by all NATO Divisions and Independent
Offices (collectively referred to as “Divisions” throughout this
manual). In order to differentiate between division-specific
communications products, colour codes have been created. When
a Division is mentioned in combination with the logo, it always
appears with the same features and carries its own colour code
(see Chapter 2).
In order to preserve the distinctive quality of the NATO logo,
no alterations should be made whether to its form, colour or
otherwise. The logo should be accurately presented according to
the mandatory standard proportions and orientation as illustrated
here. It should not be outlined or italicised. No objects, letters,
numbers or symbols should be superimposed on it.
The standard NATO logo and the Compass can be downloaded
from the NATO website (www.nato.int/vigs).

6

1. The NATO logo

100C – 72M – 0Y – 18K

80C – 35M – 0Y – 0K

1.2.2 Using the Compass on the Internet

Please note: The above CMYK definition of the logo colours is not
based on the computer-generated automatic conversion of
PMS colours into CMYK, or vice versa, but has been made as a
deliberate, conscientious choice to obtain a stronger visual impact.

1.2

The Compass

The Compass has been the predominating symbol of NATO
since its early history and is considered the most prominent
component of NATO’s visual identity. To maintain solidarity with
NATO’s visual history while allowing development for NATO’s
visual future, the NATO Compass serves as the centre point for
NATO’s logo. Its placement on a blue background, divided into
four quadrants, reinforces the diversity of NATO’s members,
events, operations and activities. The blue colour is used to
illustrate the ‘Atlantic’ dimension of the Alliance and to underline
NATO’s cooperative approach.

1.2.1 Using the Compass in CMYK

(Cyan, Magenta, Yellow and Black)

CMYK is the most commonly used colour separation for printed
publications such as magazines or brochures. By combining
CMYK colours almost every colour can be obtained. The exact
combination for each colour is indicated and should be followed
with care.

For use on the Internet, the Compass will be produced with RGB
colours (dark blue 0/73/144, light blue 17/138/203), websafe
colours (dark blue 003366, light blue 6699CC) or using the HTML
colours (dark blue 004990, light blue 118ACB). Please also refer
to the conversion table of basic logo colours in Chapter 1.5.

1.2.3 Using the Compass for screens and projections

When the Compass is used on a screen or in projection, the
accurate colours of the Compass are converted to RGB colours.
These are used for instance for exhibitions, during events, for
PowerPoint and video presentations. The RGB colour system
describes colours in shades of red, green and blue (RGB) light, the
basic colours used for projection. The RGB colours are often more
vivid than printed colours.

Comp_RGB.eps

1.2.4 Using the Compass in PMS
(Pantone Matching System)

PMS is an international professional colour system. It provides
bright and very reliable colours. To reproduce the Compass, PMS
280 for the dark blue and PMS 2718 for the light blue are used.
As an alternative and in order to provide a cost-effective colour
solution, the second PMS colour PMS 2718 can be replaced by
65% of PMS 280, but this gives a less vivid result.

Comp_CMYK.eps

Comp_2PMS.eps

Comp_1PMS.eps

0 – 73 – 144

17 – 138 – 203

PMS 280

PMS 2718

65% of PMS 280

NATO VISUAL IDENTITY GUIDELINESVERSION 3