Professional Documents
Culture Documents
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Version 1.1
TABLE OF
About This Manual 3
Brand Platform 5
Tone of Voice 6
The Brand Standards and Messaging Manual Use this manual as a reference point for new
is meant to create and uphold consistency employees or any designers working with Natural
within our branding. It ensures our branding and Refrigeration Foundation to ensure they understand
marketing efforts remain true to who we are and our brand identity and messaging platform.
provide rules on how to properly implement:
• Brand Identity
• Logo guidelines
• Colors and typography
• Photography
• Messaging platform
Our work supports and
enhances the advancement
and sustainability of
the natural refrigeration
industry
5 • BRAND PLATFORM
The Natural Refrigeration Foundation The Natural Refrigeration Foundation For engineers, environmentalists,
promotes the climate-positive, safe, is the world’s leading resource for and anyone concerned with the high
reliable, and efficient use of the most educational development, research, costs of artificial refrigerants, the
earth-friendly natural refrigerants and the practical promotion of Natural Refrigeration Foundation
through research and scholarships the most earth-friendly natural is the world’s leading resource for
to develop industry talent, academic refrigerants. evidence-based science and talent
alliances, and outreach. development to support the most earth-
friendly refrigerants. We strategically
partner with organizations who wish to
promote efficient, environmentally safer
refrigeration through research grants,
scholarships, and education.
6 • TONE OF VOICE
INDUSTRY
KNOWLEDGE
7 • ELEVATOR SPEECHES
We are the Natural Refrigeration Foundation, the world’s Natural Refrigeration Foundation is the world’s leading
leading resource for evidence-based science to support resource for evidence-based science to support the
the most earth-friendly refrigerants, which will drastically most earth-friendly refrigerants, which will drastically
reduce greenhouse gases. It’s cool science. reduce greenhouse gases. With help from like-minded
organizations, we sponsor engineering scholarships and
research to respond to the crisis. It’s cool science.
8 • TAGLINE
Cool science ™
The tagline allows us to: Do use the tagline when space is available in a design. If
adequate space is not available, it is acceptable to omit
• Tell a positive story of how natural refrigerants and
the tagline.
today’s technology are better for the environment
• Stress how empirical evidence supports our claims Do capitalize “Cool,” but not “science” when displaying the
tagline by itself. When included in copy or a sentence, use
normal capitalization (“cool science”). Include the ™ mark
in the first text reference. Other uses are optional (but
should be consistent).
The logo
symbolizes
how natural
refrigerants are
better for the
environment.
10 • PRIMARY LOGO
Our primary logo combines our mark with our full name.
For the most effective use of the logo, the name needs to
always be visible and legible.
/2 x
1
/2 x
1
11 • HORIZONTAL LOGO
/2 x
1
/2 x
1
/2 x
1
/2 x
1
Do use the vertical logo when space does not allow for
the primary or horizontal logos.
/2 x
1
/2 x
1
13 • THE MARK
Do not only use the mark in place of our logo if our name
is not visible elsewhere.
1
/2 x /2 x
1
1
/2 x /2 x
1
14 • TEXT ONLY MARK
on the item.
x
/2 x
1
/2 x
1
15 • LOGO GUIDELINES
1. Do not use part of the logo in 1 The is proud to give away scholarships.
place of copy.
4 5
6 7
17 • COLOR PALETTE
Our other accent colors include Earth Blue Green Growth Sky Blue Purple Sunset
Sky Blue and Purple Sunset. C: 98 M: 39 Y: 0 K: 36 C: 42 M: 0 Y: 92 K: 35 C: 58 M: 23 Y: 0 K: 25 C: 42 M: 65 Y: 0 K: 42
R: 4 G: 99 B: 163 R: 97 G: 166 B: 14 R: 81 G: 147 B: 191 R: 85 G: 51 B: 147
HEX/HTML #0463A3 HEX/HTML #61A60E HEX/HTML #5193bf HEX/HTML #553393
Shades of each color are also
included. Color Tones Color Tones Color Tones Color Tones