ASQ

Brand
Book
Introduction

Page 2
ASQ: The Case for Change

What began in 1946 as a collection of workers improving American manufacturing has grown to a
global movement of people who are passionate about quality—and who are dedicated to improving
quality across the entire spectrum of businesses, professions, communities, and consumers
everywhere. This growth will continue as ASQ becomes ever stronger and larger while leading the
movement for quality in the 21st century.
The evolution of ASQ requires new ways of thinking and talking—ways that reflect the changes in the
quality movement and how ASQ’s members are driving that change.
This ASQ Brand Book provides an understanding of how ASQ has evolved, how the brand is
changing to meet a changing world, and how the global membership can best express this new,
vibrant brand position.
That voice will grow, and the change and impact of quality worldwide will be recognized as the
membership embraces and showcases this new ASQ. ASQ members will know, and can best make
the case for change, how a passion for quality—and the concepts, techniques, and tools that drive
quality forward—makes the world a better place.
To learn more, read the complete Case for Change.

ASQ Style Guide: Section 1 Page 3

Communications Strategy

Raising the Voice of Quality

ASQ is a community of millions, with individual and organizational members in more than 150
countries. When those millions speak with one clear voice about ASQ … when they unleash all their
knowledge and insights about quality … the world will listen.
Speaking with one clear voice requires a disciplined commitment to communicating a consistent
message about what quality means in the 21st century—and how the members of ASQ’s global
quality community make the world work better.

ASQ Style Guide: Section 1 Page 4

The ASQ Brand Guide

The Value of Consistent Branding What is a brand?

A strong, coherent, and consistent brand is the most powerful tool ASQ can use to communicate Advertising legend David Ogilvy is
how members have redefined the organization and how the membership works to make the world considered the father of modern
a better place. branding. What he said about the nature
The process of branding involves developing a unique name, logo, and promise for a product of a brand in 1955 still resonates:
or service to differentiate it so that it occupies a unique position in the market and in the minds “A brand is a complex symbol. It is
of stakeholders. the intangible sum of a product’s
The fresh ASQ brand is a quality tool—the result of intensive research by and among ASQ members, attributes, its name, packaging …
along with working sessions with branding experts. history, reputation, and the way it’s
advertised. A brand is also defined
To reflect the ASQ brand, a new brand position, message platform, tagline, and simplified identity by the consumers’ impressions
guideline have been developed. of the people who use it.”
ASQ members can now deliver distinct and powerful written and graphic communications that will
grow stronger every time the brand is applied consistently.
This consistency is called brand management, which means overseeing ASQ’s brand to preserve and
build its long-term value. Brand management also refers to ensuring adherence to brand standards—
name, logo, tagline, messages—to protect brand value.
To achieve consistent quality, it is important to understand:
■  he ASQ Brand—What people think, hear, and feel every time they encounter ASQ. They will see
T
ASQ’s community as a driver of change with a distinct mission in the global economy, and the
world at large.
■ 
The ASQ Style—The visual and verbal articulation of the ASQ brand; the look it
presents to internal and external audiences and how the brand is expressed in written
and spoken communications.
The following section provides an understanding of various elements of the ASQ brand and their
importance in overall communication.

Introduction: Section 1 Page 5

The ASQ Brand

Page 6
The ASQ Brand Declaration

The brand declaration is the expression of what makes ASQ a great community. It is not something
to memorize and repeat. Rather, it is something ASQ members can return to continually for
inspiration and to spur themselves—and each other—on to greater achievements.

A Statement of What We Believe

The ASQ Brand Declaration
We are ASQ.
We are passionate.
Passionate about quality.
And about harnessing that passion to make a better world.
By improving quality in every field of human endeavor.
We are ASQ.
We are a global community.
A community that works for quality in nearly every nation of the world.
We know that sharing our devotion to improving quality is how we can best inspire one another—and
inspire ourselves.
That inspiration lets us rise to the critical challenges of today—and anticipate the challenges
of tomorrow.
By meeting those challenges, we make our organizations better.
We make our businesses better.
We make our communities better.
We make our world better.
And making a better world through our passion for quality is what we are all about.
Because we are ASQ.

The ASQ Brand: Section 2 Page 7

Brand Overview

The ASQ Brand Position

This is the succinct expression of what ASQ is and why it matters. Key phrases have been further
explicated for a deeper understanding of their role in the brand position.

For people passionate about improvement,1 ASQ is the global knowledge network2
that links the best ideas, tools, and experts3—because ASQ has the reputation
and reach to bring together the diverse quality champions who are transforming
our world.4

1. People passionate about improvement – We are a membership organization for quality professionals and
much more: We are a community for everyone who wants to improve themselves, and the places they work
and live.

2. ASQ is the global knowledge network – We are not just the American Society for Quality; we are a global
community of people who share our ideas and experiences freely because we know that improving quality
begins with knowledge.

3. Ideas, tools, and experts – While providing certification is important, how ASQ members help people achieve
certification and continually improve themselves and their world—through access to ideas, tools, and
experts—is what sets ASQ apart.

4. Transforming our world – The very concept of “quality” used to focus on reducing mistakes in processes.
But in the 21st century, the focus is not just on reducing the negative, the waste, the variation, and the
dissatisfaction. Moreover, the focus is on accelerating the positive, putting an emphasis on efficiency,
effectiveness, and the best use of time, materials, and resources—to make the world work better, whether
in business, nonprofits, government, or communities.

The ASQ Brand: Section 2 Page 8

Brand Overview

The ASQ Brand Promise

This is how ASQ sums up what it offers anyone with an interest in quality and a drive to make
things better.
ASQ joins you with a global network of the best quality resources and experts. You’ll find in our
world the ideas and tools you need to improve yours.

The ASQ Brand Voice

When we say that ASQ had a brand “voice,” we mean that the brand works to communicate specific
messages and to talk about the ASQ community in a particular way.
The foundation of this brand voice is the message box.

The ASQ Message Box

Research has shown that audiences, for the most part, can retain only four or so salient messages
about a product, a political candidate, or an organization. Beyond that number, messages tend
to blur.
The message box is a tool widely used in communications to help distill important concepts that,
in turn, are provable and measurable, not simply declarations.
It is important to note that, except for the message at the center, none of the messages are more
important than another. They all work to prove the validity of the core message: ASQ brings together
the people, ideas, and tools that make our world work better.
The message box is designed as a guide—it provides the tone and texture of the messages ASQ is
communicating. In delivering ASQ’s messages, it is important to consider the particular audience
and to supplement the messages with relevant facts.

The ASQ Brand: Section 2 Page 9

Brand Overview Message Box

Quality is critically important: It is how organizations and

communities improve themselves and the products, services, and
experiences we rely upon for our safety, health, and daily lives.

ASQ and its members ASQ is the world’s

are building the future
of quality, advancing
the best insights, and
investing in the ideas
and tools that will help
us meet tomorrow’s
critical challenges.
leading community of
ASQ brings together the people passionate about
people, ideas, and tools that quality—experienced
individuals who
make our world work better. strive for continual
improvement and help
each other achieve it.

Joining the ASQ global quality community gives you

a strong competitive advantage—it sets you apart from
others, signals your commitment to quality, and gives
you access to a global network of experts and resources.

Product Specific. SOARs (Situation | Obstacle | Action | Result). Available in Appendix (SOARs).

The ASQ Brand: Section 2 Page 10

Brand Overview

The ASQ Tagline

A tagline is the briefest possible summation of a brand’s promise, used to engage the public that
encounters it. (Perhaps the best known contemporary example of an effective tagline is Nike’s: Just
do it.)
ASQ’s new tagline, to appear in conjunction with the brand’s logo, specifically states what ASQ is
and, moreover, that it is all encompassing and active. It serves to position ASQ as the global quality
leader and is consistent with our theme of raising the voice of quality.
Tagline: The Global Voice of Quality
Virtually no other quality organization talks about being a “voice” for quality; and where they do so,
it is part of a list of other roles. This reinforces our point of view that the word “The” in ASQ’s tagline
is about underlining ASQ’s brand positioning and strengths of members—a brand promise that is
ours and ours only. Only we could—and do—describe our defining idea as the “global voice
of quality.”
It’s not saying we are the only voice. It’s not saying we are bigger, better, or more clever than other
quality organizations. It’s just a very clear articulation of the distinctive characteristics and heritage
of ASQ.

ASQ: In Brief
ASQ is a global community of people passionate about quality. Members of the community gain
access to unparalleled resources and a knowledge network that links the best ideas, tools, and
experts to make our businesses, institutions, communities, each other—our world—work better.

The ASQ Brand: Section 2 Page 11

The Global Voice of Quality

The ASQ Brand Personality

In simplest terms, a brand’s personality is the result of its attributes—and how those attributes are perceived by
a brand’s stakeholders. As a result of research and exercises conducted by ASQ, the brand’s personality is:
A community of passionate and knowledgeable people who trust one another and whose expertise, intelligence, and
authority are trusted by others. ASQ members are welcoming, intelligent, inclusive individuals who share their
knowledge and experiences, and who say what they believe and are confident in those beliefs.

How to Talk About ASQ

The brand position and promise, the message box, and the brand personality are all new ways of expanding our
lexicon and thinking about ASQ. This means that ASQ should also be talked about in a new way.

REQUIRED: ASQ. ASQ National.

REQUIRED: ASQ is a global quality community.  SQ is a membership organization/

A
professional society/trade association/network, etc.

REQUIRED: Organizations. Businesses (ASQ membership is far broader).

REQUIRED: ASQ members are passionate about quality. ASQ members are quality professionals.

REQUIRED: Add your voice to the world of quality.

Be part of ASQ’s growing membership.

REQUIRED: ASQ members are focused on making the world work better. ASQ members are focused on preventing mistakes.

REQUIRED: A
 SQ members know that quality is critically important to Q
 uality is … (definitions and metrics vary
every organization. substantially from organization to organization).

The ASQ Brand: Section 2 Page 12

ASQ Boilerplate

ASQ is a global community of people dedicated to quality who share the ideas and tools that make
our world work better. With millions of individual and organizational members of the community
in 150 countries, ASQ has the reputation and reach to bring together the diverse quality champions
who are transforming the world’s corporations, organizations, and communities to meet tomorrow’s
critical challenges. ASQ is headquartered in Milwaukee, Wisconsin, with Regional Centers in North
Asia, South Asia, Middle East and Africa (MEA), and Latin America. Learn more about ASQ’s
members, mission, technologies, and training at www.asq.org.

The ASQ Brand: Section 2 Page 13

ASQ Style Guide

Page 14
The ASQ Brand Guide

Corporations, organizations, and institutions define themselves in a visual way every time they
present their name or logo on stationery, newsletters, catalogs, brochures, IP, content, products,
services, signs, or symbols, in any visual medium. ASQ is no exception. To accurately reflect ASQ’s
rebranding efforts, a strong and compelling visual identity must be consistently applied when
producing all communications materials.
The purpose of these visual identity guidelines, housed in the ASQ Brand Book and ASQ Brand
Guide, is to delineate clear, comprehensive standards so that any member, potential member,
community, business unit, leader, or partner involved in ASQ’s ongoing communications efforts
can utilize certain criteria to create and deploy a consistent ASQ high-quality, high-impact presence,
or “look.”
These efforts and actions are essential; through this work we reinforce and protect ASQ’s position
in the public eye, and, importantly, the integrity, credibility, and value of ASQ brand assets.
This is especially important now for an organization as large, active, growing, and global as ASQ,
with many individuals and groups working on many communication efforts—projects, processes,
products, pieces, symbols, words, and phrases. We all—ultimately—have the responsibility to ensure
the consistent, positive impact of ASQ’s overall image, of our brand promise and of The Global Voice
of Quality®.

ASQ Style Guide: Section 3 Page 15

 ASQ Logo Parts
The logo comprises three elements: the “Q” element,
Logo identified as the mark, the letters “ASQ,” identified
as the wordmark, and the tagline reading “The Global
Voice of Quality.” The wordmark “ASQ” is protected
by a registered trademark symbol (®) attached
in a superscript text. The tagline is protected by
a registered trademark symbol (®) attached in a
superscript text.

The logo and tagline should be used together

in all cases except when there are language or
size barriers.

Mark The approved logo includes all three elements.

Wordmark

Tagline

ASQ Style Guide: Section 3 Page 16

 ASQ Logo Sizing and Positioning
1/2 X = safe area
Logo Safe Area:
1/2 X
This page demonstrates the safe area intended
to protect the integrity and commanding presence
of the logo. The safe area must always be maintained
in logo reproduction applications. In the logo,
“X” is equivalent to the height of the wordmark.

Minimum Reproduction Size:

The guidelines ensure that the logo always maintains
an appropriate size to promote readability. The three-
part logo is the preferred standard, but can be
replaced by the logo without the tagline if the design
X= area requires a smaller version of the ASQ logo.

1/2 1/2
X X

0.4" tall minimum 1" tall minimum

reproduction size reproduction size
without tagline with tagline

ASQ Style Guide: Section 3 Page 17

 Sample Member Unit Logos Logo Presentation
Joint Presentation of ASQ and Its
Member Units:
X
ASQ’s overall branding initiative and logo
X implementation need to adhere to these guidelines,
which are structured off of the core ASQ brand.
X
Strong new visual identities and brand standards
for each member unit have been developed within
the branding initiative. The approach, using ASQ’s
logo, puts the spotlight on ASQ in sign and symbol,
balanced by member unit name and type wordmarks.

Section Sample LMC Sample

X
Y=

X 1/3 Y

ASQ Style Guide: Section 3 Page 18

 ASQ Regional Logos Logo Presentation
ASQ Regions:
With the ongoing growth of ASQ’s global presence,
It is critical for sections within the regions to unify
their look through adherence to logo guidelines.

The primary ASQ blue, black, and green

should be the only colors used to represent
this logo lock-up.

Product Portfolio Treatment:

Secondary logos such as those designed
for ASQ’s portfolio of products (e.g., social
responsibility, Learning Institute) may be
used but are not to replace the ASQ logo.
1.25" tall minimum
reproduction size Size: The ASQ logo should always be dominate
with tagline to the secondary logo.

Color: A palette of colors has been designed for

use on all ASQ materials. The use of these colors
is suggested and encouraged. Any variations from
the designated color palette must be approved.

Typography: Three typefaces have been selected

for ASQ communications: Futura, Univers, and ITC
Garamond. Select either Univers or Futura for all
titles, headlines, and subheads. ITC Garamond is
intended primarily for body text. Please do not
condense, expand, or manipulate the fonts in
any way.

ASQ Style Guide: Section 3 Page 19

Local Member Community (LMC) Logos:
The primary ASQ blue, black, and green
should be the only colors used to represent
this logo lock-up.

Page 20
 ASQ Logo Usage
The preferred version of the logo uses three colors: the
“Q” element is blue, while the wordmark is rendered
in process black and the tagline in green. This is how
the ASQ logo is intended to be displayed, and is the
preferred use. An approved alternative to the blue and
black logo is the black and white logo. The black and
white version is not intended to accommodate gray
scale gradients.

Color Treatment of the Logo:

3-Color Logo 1-Color Logo (Black) White Logo (Reversed)
The preferred colors for printing the logo are black
and ASQ blue (PMS 660).

These illustrations show the correct use of

color with the ASQ logo. The logo is all black;
or “Q”-element is in ASQ blue (PMS 660) with
ASQ wordmark and name in black. Make sure
that the signature color(s) contrast with the
background color and maintain legibility.

If your application does not use PMS 660 or black,

Reverse Black
Spot Color Printing CMYK Process Printing
Use black ASQ on light Reverse ASQ Logo
colored background. (Color should be dark enough
to reverse out the logo so
that it appears clearly.)
Web Colors
the one-color version of the ASQ logo in the darkest
color you are using is recommended. If necessary, a
reverse logo may also be used.
ASQ Reverse Logo Application:
The logo does accommodate reverse applications.
Just be sure to apply the reverse to a white or
contrasting background. Do not apply the reverse
logo to a patterned background.

3-Color Logo 3-Color Logo 3-Color Logo These illustrations show the correct use of color
Blue (Pantone® 660) Blue C:90 M:57 Y:0 K:0 Blue R:2 G:108 B:182 with the reversed logo.
Green (Pantone® 376) Green C:50 M:0 Y:100 K:0 #026CB6
Black Black C:0 M:0 Y:0 K:100 Green R:141 G:198 B:63
#8DC63F
1-Color Logo 1-Color Logo Black R:0 G:0 B:0
Black Black C:0 M:0 Y:0 K:100 #000000

1-Color Logo
Black R:0 G:0 B:0
#000000

ASQ Style Guide: Section 3 Page 21

 ASQ Logo Don’ts (Prohibited Uses)
As mentioned at the beginning of this section, our
logo is a carefully created piece of artwork that
requires fidelity in all logo reproduction applications.
Alterations to the logo design (even minor ones)
are not permitted. Color variations are also not

ASQ
permitted. There should be no modifications to the
“Q,” wordmark, or the tagline.

DO NOT rearrange the logo. DO NOT stretch or DO NOT redraw or The display to the left shows some examples of
condense the logo. recreate the logo. inappropriate use of the ASQ logo.

DO NOT combine the logo DO NOT use a drop shadow DO NOT place the logo
with other graphic elements. or 3-D depiction of the logo. over stylized patterns.

AN SO
IC C
R
IE
E
AM

TY

O
F

R I T
QUAL

The ASQ seal is not a logo.

The ASQ seal is intended for use only for
specific ASQ applications, and is not in-
tended to be used as a substitute for the ASQ
logo at any time.

ASQ Style Guide: Section 3 Page 22

Individual and Member Logos

• Organizational Members: Organizational members—Site, K-12, and Enterprise members— Organizational Member Logo
can access a Proud Member logo from their Membership workgroup representative. This
logo may be used online, in print collateral, etc.
• Member Leaders: Member leaders have access to member unit logos. These logos are
available in the Brand Center on the Member Leader Community of Practice: asq.org/
member-leader-community/initiatives/brand-center/logos/index.html. Member leaders can
access the Brand Center through the left-side navigation by going to Initiatives > Brand
Center > Logos and Templates. There is also a link on the Member Leader homepage
under Featured Content. Online and print logos are available for all sections, divisions,
LMCs, student branches, interest groups, and forums. There are also templates for Individual Member Logos
letterhead, business cards, and envelopes.
• Individual Members: Individual ASQ members may use the individual member logo
2016
created specifically for such requests.

These logos are housed in the membership area of asq.org and are also available from
Customer Care. To use the logo, a member must be a current member of ASQ. Individual
member logos are updated annually with the current year. Individual members who are
certified also have the option of using the certification logo. These are available in the
2016
My Certifications location of the ASQ member website. Both logos are designed for use
on business cards, stationery, and other small, personal items. Individual members and
certification holders should not use the main ASQ logo.
–– Exception: Occasionally, conference sponsors, research partners, or other partner
organizations may use the main ASQ logo if there’s a formalized agreement or contract.
Please contact the Communications workgroup with any questions. Note: Member 2016
units that have formal agreements with conference organizers and research partners
should use the member unit logo, not the main ASQ logo.

2016

Page 23
Who May Use the ASQ Logo

• Influential Voices Bloggers: ASQ’s Influential Voices bloggers have access to a special logo for Influential Voices Logos
their blogs. There are two versions of this logo, and both are available from the Communications
workgroup at ASQ.
• Guidelines for ASQ’s Registered Service Providers (RSPs): Per the RSP contract:

“Trademarks and Trade Names. All training materials on the Training Sessions provided by
[COMPANY] shall bear applicable ASQ trademarks, and [COMPANY] shall not remove or efface
such trademarks. [COMPANY] shall not use ASQ Trademarks on any materials other than Course
Materials, Course Letterhead, Training Completion Certificates, or Promotional Materials, as defined
herein, without the express written consent of ASQ.”

For questions about logo use by ASQ’s World Partners® and strategic alliances, please contact
ASQ Global.

Page 24
Other Logos

World Quality Month World Quality Month Logo

ASQ is the convener of World Quality Month each November. The World Quality Month logo is
updated with the year annually. In addition, a World Quality Month toolkit with various branded
resources is available on worldqualitymonth.org in English, Spanish, Chinese, and Arabic.

World Quality Month Toolkit

WORLD WORLD WORLD

QUALITY QUALITY QUALITY
MONTH MONTH MONTH
2015
November 2015 Noviembre 2015
worldqualitymonth.org worldqualitymonth.org worldqualitymonth.org

Get Involved! Involúcrese

Destaque o Corra la voz Aprenda de otros

Highlight Spread the Word Learn From Others Acentúe su éxito Eleva la Voz de la Socios compartiendo
Your Success Raise the global voice Join the celebration! Calidad información a otros
Un momento para
A time to show efforts of quality! socios
and achievements!
mostrar sus esfuerzos
y éxitos

Visit worldqualitymonth.org Visite worldqualitymonth.org

WORLD
QUALITY WORLD
MONTH QUALITY
2015 MONTH
worldqualitymonth.org
2015 November

worldqualitymonth.org

Get Involved!

Highlight Your Success Spread the Word Learn From Others

A time to show efforts and achievements! Raise the global voice of quality! Join the celebration!

Visit worldqualitymonth.org

worldqualitymonth.org

Page 25
Primary Color Palette ASQ Color Palette
The ASQ color palette consists of a carefully
chosen selection of primary and secondary colors.
The palette helps add more energy and expression
to layouts and other materials, and helps create
materials that command attention and communicate
clearly. Some colors convey a sense of strength and
authority. Others add a touch of warmth.
PANTONE 660 PANTONE Black PANTONE 376
CMYK = 90/57/0/0 CMYK = 0/0/0/100 CMYK = 50/0/100/0 All of the colors have been deliberately
RGB = 2/108/182 RGB = 0/0/0 RGB = 141/198/63 selected to provide a range of hues that are
HEX# = 026CB6 HEX# = 000000 HEX# = 8DC63F complementary to the logo. Additionally, the
colors selected are intended to help designers
develop materials that provide a distinctive,
consistent appearance that reinforces ASQ’s
identity across all communications materials.

Secondary Color Palette If creating culturally customized content

for a specific country, it is always best to get
appropriate professional feedback on your
choice of colors. ASQ brand and marketing
resources should be used to provide expert
counsel on color and imagery choices.

Color Rationale:
PANTONE 556 PANTONE 651 PANTONE 159 The primary color palette is derived from the ASQ
CMYK = 42/0/33/27 CMYK = 38/18/0/6 CMYK = 0/66/100/7 logo, and the green hue was added to bring a sense
RGB = 114/164/146 RGB = 145/176/213 RGB = 227/111/30 of softness to the otherwise bold tones of the blue
HEX# = 72A492 HEX# = 91B0D5 HEX# = E36F1E
and black swatches.

The secondary color palette is built on a group of

colors that evoke a sense of approachability and
optimism. They work harmoniously with the primary
color palette and evoke feelings of stability (black),
focus (blue), energy (green), enthusiasm (yellow),
and innovation (orange).
PANTONE 394 PANTONE 1675
CMYK = 6/0/76/0 CMYK = 0/67/100/28 These colors have been assembled specifically for
RGB = 245/237/96 RGB = 185/89/21 ASQ—other colors should not be added for use on
HEX# = F5ED60 HEX# = B95915 ASQ branded material. The use of transparencies and
screens among the given color palette is permitted.

CMYK, RGB, and HEX# builds were arrived at

using InDesign.

ASQ Style Guide: Section 3 Page 26

Collateral Materials

Posters Signage

La voz global
de la Calidad

‫ةيملاعلا توص‬
Quality
Quality is critically important. It is how
‫ةدوجلل‬

organizations and communities Certificate of Attendance Completion for Global

improve themselves
and the products and services we rely upon CERTIFICATE OF COMPLETION
for our safety, health, and daily lives.
THIS CERTIFICATE IS PRESENTED TO

FOR ATTENDING

CONDUCTED BY

The Global Voice of Quality®

ASQ MEMBERSHIP NO.

DATE

AMIT CHATTERJEE
AMERICAN SOCIETY FOR QUALITY, ASQ MIDDLE EAST/AFRICA

ASQ Style Guide: Section 3 Page 27

Business Communications Materials

Business Card Meeting Agenda Template

Front

Back

Envelope

ASQ Style Guide: Section 3 Page 28

Business Communications Materials

Letterhead News Release

The news release template utilizes the ASQ Letterhead format with
the inclusion of the words “News Release” in 24 pt, Univers 63 Bold
Extended font.

ASQ Style Guide: Section 3 Page 29

Business Communications Materials

PowerPoint Template (title slide) PowerPoint® Presentations Guidelines

The slide examples shown represent the format
to be used for all presentations made on behalf
of ASQ.

Presentation Title
The preferred software for development of
presentations (including slides and overheads) is
Microsoft PowerPoint. However, Adobe Persuasion
is also a suitable alternative.

The majority of formatting is done for you, but you

will need to fill in the template with your content.
Start with the title slide and appropriate agenda
slide option based on how many items you are
presenting. Continuing through the template, there
are a variety of text and photo layout options to
consider. Based on how your copy is formatted
(bullets vs. paragraphs) and your number of photos
(one vs. multiple photos), please pick the slide that
best accommodates your content.

Basic Formatting:
The template text is already formatted for you.
Please maintain this formatting. If text is
inadvertently changed, you can adjust it using
the styles below.

Subhead Font: Depending on the

Slide, Text Colors Are:
• Standard font:
Arial • ASQ Blue:
Date R2 G108 B182
• Headline size:
29 pt • ASQ Green:
R140 G197 B64
• Subhead size:
22.5 pt • Black

• Body copy size: • White

16 pt

ASQ Style Guide: Section 3 Page 30

PowerPoint Template (text slide)
Need Help With the Template?
Help and Resources
•  Access the template on i.Q. or in P/
PowerPoint template.
•  PowerPoint “cheat sheet” notecard
•  PowerPoint master guidelines
•  Contact Communications for more
guidance
ASQ Style Guide: Section 3
PowerPoint® Presentations Guidelines
(continued)
Inputting Text:
Text boxes should never be resized. When typing
within a text box, copy will automatically size down
to fit the space (if needed). There is also a hierarchy
for body copy text boxes with built-in formatting
for subheads, paragraph-form text, bullets and sub-
bullets. You can change between these text levels
using the “Increase List Level” and “Decrease List
Level” controls under the Indent menu. Finding
these controls can be tricky depending on what
version of PowerPoint you’re using, but once you
find them, this is an extremely useful feature and
something you’ll use regularly.
Inserting Images:
Place an image slide into your deck, and simply
click the image icon in the middle of the box that
will house the image. Once that icon is clicked, a
dialogue box will open—find the image you want on
your computer, select your image, and click “place”
in the bottom right-hand corner of the box. The
image will automatically be placed in the correct
position on that slide.
Using Full-Color, Text-Only Slides:
There are three full-color “highlight” slides based
on ASQ’s main color palette (with a solid square of
color and reversed-out ASQ logo). These are to be
used inside your presentation for text-only slides
containing important information that you want to
call out, or to add extra color in between the standard
white ASQ slide layouts.
Using Divider Slides:
There are three divider slides in the template—these
are the slides with the colored swoosh. These are
to be used to divide sections of your presentation,
whether it be according to the agenda you include
at the beginning or because it is a logical break in
the content.
Page 31
Business Communications Materials
Susan Westergard, CQIA Project Leader
Member Unit Learning Specialist
swestergard@asq.org
600 N. Plankinton Ave.
Milwaukee, WI 53203-2914
t: 414-298-8789 x7376
800-248-1946
www.asq.org
ASQ Style Guide: Section 3
New ASQ Email Signature Standard
Email Signature Requirements:
It is important that email signatures include the
following information, in order:
Your name, your ASQ (or other professional)
credential initial(s) if appropriate
Your title
ASQ
Your ASQ office street address
Your city, your state, your zip/postal code (and your
country)
Your office telephone number, including area code,
and your extension number
Your email address
www.asq.org
The Global Voice of Quality ®
Page 32
Business Communications Materials

New ASQ Email Signature Standard (continued)

Additional/Optional Email Signature Information Lines:
The following items can be used, as needed, in ASQ email signatures:
■T
 he ASQ main facsimile machine number, 414-272-1734. If needed, the fax number of the
machine nearest your work area can be substituted. A single fax number would follow the
telephone number line in the signature.
■A
 dditional or other telephone numbers. Because of ASQ’s growing global presence, staff
members may need to use additional or other phone numbers. Other phone numbers that can
be used are listed below, and should follow the main ASQ office or work location telephone
number in which you work.
o Mexico: 001-877-442-8726
o All other locations: +1-414-272-8575
■ International fax number. This number is +1-414-765-7216 and should be placed directly above
the email address line in the signature.
Content Additions:
There are four acceptable content additions in the email signature practice:
1. “Ask me about ”
2. Customer survey
3. “Green” icon and email printing inquiry
4. “Join me at …” social media listing

ASQ Style Guide: Section 3 Page 33

Business Communications Materials

New ASQ Email Signature Standard (continued)

1. Ask me about
The email signature can include the three-word phrase above, together with a short phrase or short
hyperlink, to communicate “about” a single ASQ offering. The complete “Ask me about “
phrase should follow the The Global Voice of Quality® line in the email signature.
2. Customer survey
Staff in 11 workgroups offer the customer survey, with its hyperlink, to gather valuable service
improvement information. For other staff, this is encouraged, yet optional, email signature content.
The survey text for email signature use is below. It should appear in eight-point bold type.
Thank you for your email. In our effort to continuously improve our service performance, we are
inviting your input through a very brief (10-question) survey. Your feedback is important to us and
will be reviewed, tracked, and used for our performance improvement. Thank you for your time
and input. Click here to complete.
3. Green icon and email printing inquiry
Many email messages in the market include a standard icon and message to create awareness
about the impact of paper printing on the environment. The standard message and icon are an
option for ASQ staff email signatures. The message should appear in eight-point type, in green,
and can be found below:
PLEASE CONSIDER THE ENVIRONMENT—DO YOU REALLY NEED TO PRINT THIS EMAIL?
4. Social media listing
Staff members designated to use social media on behalf of ASQ are encouraged to include one
social media link to boost electronic visibility. The proper language to link potential followers for
each of the social media outlets is:
Follow me on (name of social media outlet).

ASQ Style Guide: Section 3 Page 34

Futura
(Use for titles, headlines,
and subheads)
Futura Book
Futura Book Oblique
Futura Heavy
Futura Heavy Oblique
(Used for Event text)
Futura Bold
Futura Bold Oblique
Univers
Univers Roman 55
Univers Oblique 55
Univers Light 45
Univers Light Oblique
Univers Black 75
Univers Black Oblique 75
Univers Bold 65
Univers Condensed 57
Univers Condensed Oblique 57
Univers Thin Ultra Condensed 39
Univers Light Ultra Condensed 40
Univers Ultra Condensed 59
ASQ Style Guide: Section 3
Adobe Garamond Pro Three classic typefaces have been selected for
organization-wide communications: Futura,
(Use for body text) Univers, and ITC Garamond. These typefaces
are highly legible, simple, straightforward, and
widely available on most desktop applications.
Adobe Garamond Adobe Garamond
Using a consistent typeface in all materials makes
Pro Regular Pro Bold it easier for the diverse segments of ASQ to
Adobe Garamond Pro Adobe Garamond communicate in a visually consistent fashion.
Italic Pro Bold Italic Select one of the Univers or Futura variations for all
Adobe Garamond titles, headlines, and subheads. The ITC Garamond
typeface is intended primarily for body text.
Pro Semibold
To ensure the best look throughout all pieces,
Adobe Garamond
the typefaces should be used without applying
Semibold Italic a horizontal or vertical scale. Tracking is permitted
as long as the fonts are not dramatically changed.
Kerning is at the discretion of the designer, but
should not dramatically alter the clean look of
the typefaces.
(Use for titles, headlines, and subheads)
Note that the Arial font has been selected as
the recommended typeface for daily business
Univers Light Ultra Condensed Univers Bold correspondence. Because most PCs don’t include
the Futura, Univers, or Garamond font as a resident
Oblique 47 Extended 63
typeface, Arial has been chosen as a convenient and
Univers Light Condensed 47 Univers Bold Extended suitable sans serif replacement.
Univers Light Condensed Oblique 63
Oblique 47 Univers Black
Univers Condensed Oblique 55 Extended 73
Univers Bold Condensed 67 Univers Black Extended
Univers Bold Condensed Oblique 67 Oblique 73
Univers Extra Black 85 Univers Extra Black
Univers Extra Black Extended
Oblique 85 Oblique 93
Univers Extended 53
Univers Extended
Oblique 53
Page 35
Primary Photography Direction
Secondary Photography Direction
ASQ Style Guide: Section 3
ASQ Photography Direction
Primary Recommended Direction:
Photography is characterized by close-up, intimate views
of people in action across the globe. Images should
focus on the commitment to quality that people impart
on their jobs and industries as opposed to the quality
of a product. All images should be shot from a slightly
low angle, to introduce a sense of heroism to the
subjects. The light source is consistently natural and
bright, creating a sense of forward thinking and hope.
The use of collages and illustration is not recommended.
Keywords:
low-angle : close-up : diverse : looking away
Secondary Recommended Direction:
Use when smaller images are required within the layout.
The photography is characterized by detail shots of
professionals working in their field. Images never show
entire faces, but rather focus on the point in time when
quality matters most. By removing faces from the
images, we allow for a more generic audience, making
the images more relevant to a larger set of people
across the world. In showing extreme close-ups, the
photography brings to light the detailed nature that is
required to provide quality to a job.
Keywords:
close-up : midsection : selective focus
When real or local appropriate photography is not
available, stock photography that follows the directions
above can and should be used. Royalty-free images
are available to purchase from stock photography
collections on the Web and can be purchased for a
one-time usage in an unlimited number of applications,
an unlimited number of times. Cost is based on file
size, not usage. Some websites to consider include:
shutterstock.com and corbis.com, among others. Experts
from ASQ’s Creative Services, Marketing Services, and
Communications workgroups should be used for advice
and approvals of photography, placement, and design.
Page 36
ASQ Copyright and Trademark Usage Policies

This copyright and trademark usage policy (the “Policy”) is intended to describe the intellectual property
rights of the American Society for Quality (“ASQ”) with respect to its copyrights and trademarks; and
describes how ASQ members, affiliates, and interested third parties may use ASQ’s copyrighted materials
and trademarks owned by ASQ or its licensors. Use of ASQ copyrighted materials or trademarks for
any purpose other than those described herein is expressly prohibited by law and may result in civil or
criminal penalties. ASQ reserves the right to take all necessary steps to protect its intellectual property.

Modifications to Policy
ASQ may modify this Policy from time to time in its sole discretion, and will provide notice to
members of any modifications to the Policy. ASQ will enforce the Policy in its sole discretion.
There are no third-party beneficiary rights to this Policy. Any failure by ASQ to require compliance
with any provision of the Policy will not operate as a waiver to request strict compliance in the future.

Ownership of Materials/Copyright
All articles, information, text, images, data, software, and other materials (“Materials”) produced by
ASQ or contained on its website are copyrighted either by ASQ or by a third party and are protected
under U.S. copyright laws and international copyright laws and treaties. ASQ owns or has obtained
permission from the owner to use all of these Materials. Copyrightable Materials include documents
such as papers, articles, multimedia, and other works of authorship, as well as images, photos, charts,
graphs, data, software, and the arrangement of this information and content.

The ASQ Brand: Section 3 Page 37

Copyrights

Permission to Use Documents Copyrighted by ASQ

For uses other than single-copy reproduction for your own personal use, ASQ requires you to abide
by the following procedures for use of materials it has produced or houses on its website.
1. Materials originally appearing in Quality Progress or other ASQ magazines and journals.

You must request permission and, in most cases, pay a fee to reprint or reuse articles published
in ASQ magazines and journals, including magazines and journals published exclusively by ASQ
(Quality Progress, Six Sigma Forum Magazine, Quality Management Journal, Software Quality
Professional, Journal for Quality and Participation, and Journal of Quality Technology) and
magazines and journals co-published by ASQ (Quality Engineering and Technometrics).
For other articles not copyrighted or published exclusively by ASQ, we will provide you with a way to
contact the author(s) for permission. Even if ASQ does not own the copyright, we still require a note
somewhere stating that the article was originally published in Quality Progress or one of the other
journals published or co-published by ASQ.

2. Books, standards, and other works originally published by ASQ Quality Press.

All materials published by ASQ Quality Press, including product cover images, descriptive copy,
and sample book pages, are copyrighted materials and may not be reproduced, in whole or
in part, in any form or by any means electronic or mechanical, including photocopying, recording,
or by any information storage and retrieval system now known or hereafter invented, without the
written permission of ASQ Quality Press.
To obtain permission to use ASQ Quality Press copyrighted material, please submit a permission
request describing the item(s) you wish to use and how you intend to use the material.

ASQ Style Guide: Section 3 Page 38

Copyrights

3. All other works copyrighted by ASQ.

You are granted permission to display, copy, or download papers, articles, multimedia, or other
works authored by ASQ, with the exception of works originally published by ASQ Quality Press or in
ASQ magazines and journals as noted above, subject to the following conditions:
(a) You submit a permission request by contacting BrandCoach@asq.org.
(b) Y
 ou clearly display on the document the copyright notice set forth below and a statement that
you are reproducing the document with permission of ASQ.
(c) Use or reproduction of documents from this site is for your informational or personal use only.
(d) You do not modify any document or portion thereof.
(e) All existing copyright notices must be retained in the document.
Accredited educational institutions may download and reproduce documents for distribution in
the classroom. All other uses of the documents are expressly prohibited without the prior written
permission of the ASQ.

Other Types of Permission to Use ASQ Copyrighted Materials

If your intended use of ASQ copyrighted material does not meet the foregoing conditions, you must
contact ASQ to request permission to use.

Copyright Infringement
To report a claim of copyright infringement, please refer to Copyright Infringement Notification on
ASQ’s website.

Accepted Copyright Notice

Copyright © 1993 – 2010 American Society for Quality. All rights reserved.

ASQ Style Guide: Section 3 Page 39

Trademarks

The ASQ logo, the letters “ASQ,” American Society for Quality, ASQ Six Sigma Forum, and other
marks are registered trademarks or service marks of the American Society for Quality. ASQ may own
common law trademark rights to other marks not listed above. The absence of a product or service
name or logo from this list does not constitute a waiver of ASQ’s trademark or other intellectual
property rights concerning that name or logo. Other products, company names, or marks appearing
on this website may be trademarks of their respective owners. Use of any of these trademarks
may be made only with the prior written permission of the American Society for Quality or other
trademark owners.
The trademarks, service marks, names, and logos of ASQ may not be used in any advertising,
publicity, or otherwise to indicate ASQ’s sponsorship of or affiliation with any organization, product,
or service without ASQ’s prior express written permission. The following legal attribution must
appear at least once within the website or document where the ASQ logo is being used: The ASQ
logo is a trademark of the American Society for Quality and is used with permission. ASQ reserves
the right to require you to use alternative or additional trademark notices on a case-by-case basis,
in its sole discretion.

ASQ Member and Affiliate Rights

ASQ members and affiliation do not acquire any ownership interest in any ASQ trademark by virtue
of their membership or affiliation with ASQ. Members and affiliates may use the ASQ trademark solely
for the purpose of indicating membership or affiliation with ASQ. Members shall not register or
allow any other party to register any ASQ trademark or any mark or name closely resembling
or confusingly similar to them in any country or jurisdiction. Members shall not challenge or assist
others in challenging ASQ trademark or the registration thereof. Websites that are not produced by
ASQ should not imply, either directly or by omission, that they are owned or controlled by ASQ.

Domain Names, Websites, and Other Internet Content

ASQ DOES NOT authorize the use of any ASQ trademark in any top-level domain name or
sub-domain, or any similar Uniform Resource Locator (URL) for any reason (including social media
and social networking pages). Registration and use of a domain name or sub-domain containing any
ASQ trademark is therefore a violation of this Policy. For the clarification, a “domain name” consists
of any top-level domain name. For example: www.asq.com. A “sub-domain name” is part of a top-
level domain name. For example: www.programs.asq.com or www.facebook.com/asq.

ASQ Style Guide: Section 3 Page 40