Brand Standards AND

MESSAGING Manual 2023

Guidelines for using the Natural Refrigeration Foundation‘s

brand identity and messaging platform.

­—

Version 1.1
TABLE OF
About This Manual 3
Brand Platform 5
Tone of Voice 6

CONTENTS Elevator Speeches

Brand Tagline
7
8
Primary Logo 10
Horizontal Logo 11
Vertical Logo 12
Logo Mark 13
Text Only Mark 14
Logo Guidelines 15
Incorrect Logo Usage 16
Color Palette 17
Typography 18
Promotional Items 18
3 • ABOUT THIS MANUAL

Uphold consistency within our branding

The Brand Standards and Messaging Manual
is meant to create and uphold consistency
within our branding. It ensures our branding and
marketing efforts remain true to who we are and
provide rules on how to properly implement:
Use this manual as a reference point for new
employees or any designers working with Natural
Refrigeration Foundation to ensure they understand
our brand identity and messaging platform.

• 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
About the Natural Refrigeration Foundation
MISSION STATEMENT
The Natural Refrigeration Foundation
promotes the climate-positive, safe,
reliable, and efficient use of the most
earth-friendly natural refrigerants
through research and scholarships
to develop industry talent, academic
alliances, and outreach.
VISION STATEMENT
The Natural Refrigeration Foundation
is the world’s leading resource for
educational development, research,
and the practical promotion of
the most earth-friendly natural
refrigerants.
POSITIONING STATEMENT
For engineers, environmentalists,
and anyone concerned with the high
costs of artificial refrigerants, the
Natural Refrigeration Foundation
is the world’s leading resource for
evidence-based science and talent
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

How we talk to our audiences

We are familiar and friendly (as industry insiders),

colloquial in speech, not formal or overly geeky-scientific.
We use evidence to back our claims, but use everyday
DRIVEN BY DATA, CAREFUL LISTENING,
language to explain why and how. We will use quantifiable INCLINED TO ACTION PLAIN SPEAKING
data to justify our positions, and then showcase the
qualitative changes that can result. OUR
T.O.V

INDUSTRY
KNOWLEDGE
7 • ELEVATOR SPEECHES
How we explain who we are
WHEN ADDRESSING THE PUBLIC
We are the Natural Refrigeration Foundation, the world’s
leading resource for evidence-based science to support
the most earth-friendly refrigerants, which will drastically
reduce greenhouse gases. It’s cool science.
WHEN ADDRESSING POTENTIAL FUNDERS
Natural Refrigeration Foundation is the world’s leading
resource for evidence-based science to support the
most earth-friendly refrigerants, which will drastically
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:
• Tell a positive story of how natural refrigerants and
today’s technology are better for the environment
• Stress how empirical evidence supports our claims
Do use the tagline when space is available in a design. If
adequate space is not available, it is acceptable to omit
the tagline.
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).

Do not size the tagline to be larger or the same size as our

logo. The tagline should always be in support of our logo
and not equal.
Our logo

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.

Do use the primary logo when adequate space is

available and the name remains legible.

Do not use the primary logo if the name becomes too

small and is no longer legible. 1
/2 x /2 x
1

/2 x
1
/2 x
1
11 • HORIZONTAL LOGO

/2 x
1
/2 x
1

/2 x
1
/2 x
1

The horizontal version of our logo allows our full name to

be visible and legible even in small applications.

Do use the horizontal logo when space does not allow

for the primary logo.
12 • VERTICAL LOGO

The vertical version of our logo allows our full name to

be visible and legible even in small applications when
horizontal space is limited.
/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

The mark should only be used by itself when we have our

full name visible elsewhere on the item or document. For
example, we have our primary logo on the title page of
our document. On subsequent pages, it is acceptable to
solely use our 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

Do use the mark in place of our logo if our name has

already been listed and is visible elsewhere.
x

1
/2 x /2 x
1
14 • TEXT ONLY MARK

The text only mark should be reserved for special

circumstances when the primary, horizontal, and vertical
logos are not effective. For instance, on promotional
branded items like hats and shirts, it is acceptable to
use to the text only mark in one location and the mark in
another.

Do not only use the text only mark by itself on piece of

branding. The mark should be also be visible elsewhere /2 x
1
/2 x
1

on the item.
x

/2 x
1
/2 x
1
15 • LOGO GUIDELINES

It is preferable to display the logo

on a white or light field, or if the
background is sufficiently dark,
use the logo in all white. Of course,
this is not always possible. Here
are examples of the correct way
to use the logos on a variety of
backgrounds.

Allow for a safety area zone

separating the logo from other
graphic elements. Where possible,
allow even more space.

For all logos, the minimum safety

zone measures half the height of the
logo.
16 • INCORRECT LOGO USAGE

1. Do not use part of the logo in 1 The is proud to give away scholarships.
place of copy.

2. Do not alter the colors.

3. Do not create new lockups.

4. Do not distort the logo.

2 3
5. Do not use alternative typefaces.

6. Do not add drop shadows.

7. Do not rotate the logo.

Natural Refrigeration Foundation

4 5

6 7
17 • COLOR PALETTE

Our primary colors are Earth Blue

and Green Growth from our logo.
Primary Color A Primary Color B Secondary Color C Secondary Color D

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

100% 100% 100% 100%

80% 80% 80% 80%

60% 60% 60% 60%

40% 40% 40% 40%

20% 20% 20% 20%

10% 10% 10% 10%

18 • TYPOGRAPHY

HEADLINES BODY COPY

For short headlines, use the
Bebas font family.
Bebas Family Roboto Family
For body copy and long
Includes all weights in family. Includes all weights in family.
headlines, use the Roboto font
family.
FONT LETTER FONT LETTER
A B C D E F A B C D E F
G H I J K L G H I J K L
M N O P Q R M N O P Q R
S T U V W X S T U V W X
Y Z Y Z

FONT FIGURES FONT FIGURES

1 2 3 4 5 1 2 3 4 5
6 7 8 9 0 6 7 8 9 0
19 • PROMOTIONAL ITEMS
Our work supports the
use of the most efficient
earth-friendly refrigerants.
It’s cool science.