Identity-Guide_10.2017

IDENTITY GUIDE

This document offers guidelines for consistently implementing the Draper identity in order to clearly communicate the organization’s visual system both internally and externally. 03 POSITIONING 10 LOGO 15 COLOR PALETTE 18 TYPOGRAPHY 23 KEY ELEMENTS 27 APPLICATIONSDRAPER IDENTITY GUIDE 2

POSITIONING Draper is an independent, not-for-LOGO profit research and developmentCOLOR PALETTE company. We design, develop andTYPOGRAPHY deploy advanced solutions thatKEY ELEMENTS solve global challenges and makeA P P L I C AT I O N S innovation possible within a broad range of industries.WHO WE ARE We enable progress. We provide innovative solutions to a variety of industries and applications including: national defense and security, transportation, and biomedical.DRAPER IDENTITY GUIDE 3

POSITIONINGLOGOCOLOR PALETTETYPOGRAPHYKEY ELEMENTSA P P L I C AT I O N SHOW WE DO IT Whether formulating a concept and developing each component to achieve a field-ready prototype or combining existing technologies in new ways, Draper engineers apply multi-disciplinary approaches that deliver new capabilities to customers. As a not-for-profit research and development company, Draper focuses on the design, development, and deployment of advanced technological solutions for the world’s most challenging and important problems.DRAPER IDENTITY GUIDE 4

POSITIONINGLOGOCOLOR PALETTETYPOGRAPHYKEY ELEMENTSA P P L I C AT I O N SHOW WE DO IT (CONT.) We provide engineering services directly to government, industry, and academia; work on teams as prime contractor or subcontractor; and participate as a collaborator in consortia. We provide unbiased assessments of technology or systems designed or recommended by other organizations— custom designed, commercial off the shelf. Draper is a recognized world leader in both Positioning, Navigation & Timing and Microsystems, with additional expertise in Precision Instrumentation, Fault-Tolerant Systems, Secure & Assured Systems, Autonomous Systems, Image & Data Analytics, Human Systems Technology, Materials Engineering & Microfabrication, and Biomedical Solutions. With a strong commitment to deliver working solutions, we apply ourselves to a variety of domains from space to undersea—and many areas in between.DRAPER IDENTITY GUIDE 5

POSITIONINGLOGOCOLOR PALETTETYPOGRAPHYKEY ELEMENTSA P P L I C AT I O N SWHY IT MATTERS From military defense and space exploration to biomedical engineering, lives often depend on the solutions we provide. By helping to guide various technologies to greater levels of accuracy, efficiency and utility, we advance the cause of innovation in a broad spectrum of applications, making possible the discoveries that public and industrial scientific communities bring to life.DRAPER IDENTITY GUIDE 6

POSITIONINGLOGOCOLOR PALETTETYPOGRAPHYKEY ELEMENTSA P P L I C AT I O N SWHO IT’S FOR We are for organizations that need to overcome challenges for which engineered solutions are needed. They find a challenge. We find a way. We work with universities, small businesses and start-ups, large companies, and government institutions aimed at the development and integration of technologies to achieve great strides in accuracy, efficiency and utility.DRAPER IDENTITY GUIDE 7

POSITIONINGLOGOCOLOR PALETTETYPOGRAPHYKEY ELEMENTSA P P L I C AT I O N SWHERE WE’RE HEADED We never rest on our laurels. Today, we are expanding our focus to make even greater contributions to the global innovation ecosystem. With more than $25M annually invested in internal research and development, Draper will continue pointing the way for future exploration and development.DRAPER IDENTITY GUIDE 8

POSITIONINGLOGOCOLOR PALETTETYPOGRAPHYKEY ELEMENTSA P P L I C AT I O N SWHO WE ARE We are responsive. We are pro-active and passionate about solving complex engineering challenges. We are bold. We never shy away from the seemingly impossible. We pave new pathways for innovations to come to life. We are inspired. We are constantly driven to originate new ways, by defining what’s next. The greater the challenge, the greater our inspiration. We are reliable. We only promise what we can deliver. We are authentic. We will never upsell or oversell. We deliver what’s essential to our customers.DRAPER IDENTITY GUIDE 9

Our identity is not just a logo. It is a design scheme composed of a number of core elements that unite to create a distinctive look and feel that over time, will make the Draper brand instantly recognizable. The following pages guide you through the core elements. They will assist you in designing and producing compelling communications with a high degree of creative flexibility.DRAPER IDENTITY GUIDE 10

POSITIONING 11LOGOCOLOR PALETTETYPOGRAPHYKEY ELEMENTSA P P L I C AT I O N SPRIMARY DRAPER LOGOThe Draper Logo is the touchstoneof the brand and one of its mostvaluable assets—it acts as auniversal signature across allDraper communications.The identity is a unique piece ofartwork that must be reproducedand applied with consistency andcare in every application. It mustnever be altered in any way, underany circumstance.The Draper ‘Caret’ (the ‘A’) can bereproduced in orange only in highcontrast situations on black andwhite. When used on the Draperorange, a white caret must besubstituted.Only approved digital art filesshould be used.DRAPER IDENTITY GUIDE

POSITIONING 12LOGOCOLOR PALETTETYPOGRAPHYKEY ELEMENTSA P P L I C AT I O N STHE DRAPER CARETThe Draper Caret is an ode tothe exponential impact we haveon our customers. It can be usedindependently, sparingly and onlywhen ‘Draper’ is used elsewhere onthe page. As the most importantelement of the brand, it needsto have high contrast againstbackgrounds to ensure legibility.The Draper ‘Caret’ (the ‘A’) can bereproduced in orange only in highcontrast situations on black andwhite. When used on the Draperorange, a white caret must besubstituted.DRAPER IDENTITY GUIDE

POSITIONING MINIMUMLOGO 0.15 INCHES FOR PRINTCOLOR PALETTE 14 PIXELS FOR WEBTYPOGRAPHYKEY ELEMENTS MINIMUMA P P L I C AT I O N S 0.15 INCHES FOR PRINT 14 PIXELS FOR WEBLOGO MINIMUM SIZING & RULESThis logo follows the following 13limits:I. In print the minimum size is 0.15” tall.II. For digital uses the minimum size is 14 pixels tall.III. There is no maximum size.CARET MINIMUM SIZING & RULESThis logo follows the followinglimits:I. In print the minimum size is 0.15” tall.II. For digital uses the minimum size is 14 pixels tall.III. There is no maximum size.DRAPER LOGO SPACINGTo ensure visual balance andclarity, the logos should always besurrounded by an ample amountof clear space that contains neithertext nor graphic elements. Thedistance of the clear space shouldremain consistent with the size ofthe caret in Draper.DRAPER IDENTITY GUIDE

POSITIONINGLOGOCOLOR PALETTETYPOGRAPHYKEY ELEMENTSA P P L I C AT I O N SLOGO MISUSESConsistency in the application of theDraper logo will help build brandrecognition and awareness. DO NOT ADD ANY CUSTOM EFFECTS DO NOT CHANGE THE COLOR OF OR ROTATE THE LOGO IN ANY WAY THE DRAPER CARET TO ANY OTHER BRAND COLOR DO NOT SKEW DO NOT CHANGE THE THE PERSPECTIVE COLORS OF THE LOGO OF THE LOGO DO NOT INTERFERE WITH CLEAR DO NOT ADD A STROKE SPACE NOTED ON PAGE 12 OR OUTLINE THE LOGODRAPER IDENTITY GUIDE 14

Color is a fundamental tool for uniting a brand and expressing meaning. The following pages give the specifications to Draper’s primary and secondary color palettes. Remember, the caret in Draper must remain the Draper orange for continued visual clarity and brand consistency.DRAPER IDENTITY GUIDE 15

POSITIONINGLOGOCOLOR PALETTETYPOGRAPHYKEY ELEMENTSA P P L I C AT I O N SPRIMARY COLORSDraper’s primary color is aconfident orange, Pantone 172. Itshould be used in all communicationefforts if possible. When printing incolor is not an option, 100% black isan acceptable substitute.COLOR CODING INFORMATION Draper Orange Draper White Pantone 172 C / URGB (Red Green Blue) values are C0 M87 Y100 K0 C0 M0 Y0 K0intended for use across all on- R255 G70 B18 R255 G2255 B255screen media (i.e. websites, emails, HEX: FF4611 HEX: FFFFFFPowerPoint presentations). Draper BlackCMYK (Cyan Magenta Yellow Pantone Black 6 C/ UBlack) is the formula for four-color C0 M0 Y0 K100process offset and digital printing R17 G24 B32applications. HEX: 10181FPMS (Pantone Matching System)is the industry standard for colorspecification on printed materials.HEX# (Hexadecimal Format) is asix-digit number used in HTML,CSS, SVG, and other computingapplications to represent colors.DRAPER IDENTITY GUIDE 16

POSITIONINGLOGOCOLOR PALETTETYPOGRAPHYKEY ELEMENTSA P P L I C AT I O N SSECONDARY COLORS Draper Dark Blue Draper Light Gray Draper Light GoldTERTIARY COLORS Pantone 7546 C / U Pantone 427 C / U 20% screen of C86 M69 Y50 K46 C17 M12 Y13 K0 Pantone 453 C/U R37 G55 B70 R210 G211 B211 C2 M2 Y5 K0 HEX: 253746 HEX: D0D2D3 R246 G244 B238 HEX: F6F4EE Draper Yellow Draper Cyan Draper Light Green Pantone 7549 C/ U Pantone 638 C / U Pantone 382 C/ U C0 M31 Y100 K0 C67 M16 Y0 K0 C28 M1 Y100 K0 R255 G183 B0 R65 G171 B224 R196 G214 B0 HEX: FFB700 HEX: 41ABE0 HEX: C3D62E Draper Gold Draper Royal Blue Draper Forest Green Pantone 453 C / U Pantone 2747 C / Reflex Blue U Pantone 349 C/ U C25 M22 Y43 K0 C100 M96 Y24 K20 C90 M33 Y95 K30 R196 G186 B152 R0 G26 B113 R2 G105 B55 HEX: C3BA98 HEX: 001A71 HEX: 016836 Draper Dark Gray 17 Pantone 425 C C65 M56 Y53 K29 R85 G87 B89 HEX: 555759DRAPER IDENTITY GUIDE

Typography is a powerful tool for expressing mood or feeling. It brings messaging to life. The Strategic Communication Team will use the following as primary and secondary typefaces for Draper materials. The primary typeface for the Draper visual identity is Gotham, a no-nonsense geometric typeface. It is the foundation for all Draper branding. It is available in a variety of weights, allowing a full range of expression. On the subsequent pages, the ranges of Gotham are shown. The secondary typeface for the Draper visual identity is Sentinel, a classic slab serif that is great for headlines and copy. Use it in italics for headlines, or in book or small uses to bring an element of sophistication. For powerpoint presentations, and other non- marketing documents the standard company typeface is Arial. Draper typography is always ranged left for copy, although it can be centered for short headlines.DRAPER IDENTITY GUIDE 18

POSITIONINGLOGOCOLOR PALETTETYPOGRAPHYKEY ELEMENTSA P P L I C AT I O N SPRIMARY TYPOGRAPHY AaBbCc0123The primary typeface for the Drapervisual identity is Gotham. The two AaBbCcDdEeFfGgHhIiJjKkLlMmNnrecommended typefaces are bold OoPpQqRrSsTtUuVvWwXxYyZzand book. 0123456789 AaBbCc0123 AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 01234567890DRAPER IDENTITY GUIDE 19

POSITIONINGLOGOCOLOR PALETTETYPOGRAPHYKEY ELEMENTSA P P L I C AT I O N SSECONDARY TYPOGRAPHY AaBbCc0123The secondary typeface for theDraper visual identity is Sentinel. AaBbCcDdEeFfGgHhIiJjKkLlMmNnWe recommend bold and book, OoPpQqRrSsTtUuVvWwXxYyZzwith use of italics for emphasis 0123456789and headlines. AaBbCc0123 AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 01234567890 AaBbCc0123 AaBbCc0123 AaBbCcDdEeFfGgHhIi AaBbCcDdEeFfGgHhIi JjKkLlMmNnOoPpQq JjKkLlMmNn OoPpQq RrSsTtUuVvWwXxYyZz RrSsTtUuVvWwXxYyZz 0123456789 0123456789DRAPER IDENTITY GUIDE 20

POSITIONINGLOGOCOLOR PALETTETYPOGRAPHYKEY ELEMENTSA P P L I C AT I O N STERTIARY TYPOGRAPHY AaBbCc0123For instances where the brandtypefaces are unavailable or not AaBbCcDdEeFfGgHhIiJjKkLlMmNnpractical, Arial can be used as a OoPpQqRrSsTtUuVvWwXxYyZzsubstitute for all Draper materials. 0123456789 AaBbCc0123 AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 01234567890For instances where the brand AaBbCc0123typefaces are unavailable or a seriffont is required, Times can be used AaBbCcDdEeFfGgHhIiJjKkLlMmNnas a substitute for Sentinel. We OoPpQqRrSsTtUuVvWwXxYyZzrecommend regular with use of 0123456789italics for emphasis and headlines. AaBbCc0123DRAPER IDENTITY GUIDE AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 01234567890 21

POSITIONING Lorem ipsum dolorLOGO sit amet, consectCOLOR PALETTE adipiscing elit.TYPOGRAPHYKEY ELEMENTS Lorem ipsum dolor sit emitA P P L I C AT I O N S Lorem ipsum dolor sit emit Lo tet aborrum quiberatiis nimus quid undam,TYPOGRAPHIC HIERARCHY te dio conet ab iurem fuga. Uptate nus.To the right is an example of how to Dam nonseditae nis aut militiostem quamuse Draper typography. exerume parum derspidunt. OrepraeUse Sentinel only as a large header simus, quat. Ullacerum quamus, ut dolectitype. Use Gotham Bold for headlines orunt.and emphasis. Color can also be usedto highlight important information. Venditemquis ut faccab idem sedis diatumq uissequi ut etur, ommolo to explandae core voluptatur sanis dolorro ex eturia pedi omnis re ipides. Epudaep ellaut pra inciis quam et aliqui occuptur? Ovitiur moluptasit, voloraeri sim volorer sperchil inctem.DRAPER IDENTITY GUIDE 22

Graphics, icons, photography, and sample executions.DRAPER IDENTITY GUIDE 23

POSITIONINGLOGOCOLOR PALETTETYPOGRAPHYKEY ELEMENTSA P P L I C AT I O N SDIAGONALSTo the right are examples of the useof bold diagonals. This is the caretcropped, and can be used to highlightand draw attention. Use it as a powerfulgraphic device.DRAPER IDENTITY GUIDE 24

POSITIONINGLOGOCOLOR PALETTETYPOGRAPHYKEY ELEMENTSA P P L I C AT I O N SCAPABILITIES ICON SYSTEM Positioning, Precision Instrumentation Biomedical Solutions Secure & Assured SystemsNavigation &Timing (PNT)Image & Data Analytics Autonomous Systems Microsystems Materials Engineering & MicrofabricationHuman Systems Technology Fault-Tolerant Systems These 10 icons help users navigate Draper’s capabilities with intuition, speed, and ease and help inform the icon style for the rest of the Draper brand. The icons are meant to be abstract representations and should be used repeatedly to reinforce Draper’s capabilities.DRAPER IDENTITY GUIDE 25

POSITIONING 26LOGOCOLOR PALETTETYPOGRAPHYKEY ELEMENTSA P P L I C AT I O N SPHOTOGRAPHIC STYLEDraper photography is bold andimpactful imagery of people in motionor close-ups of scientific research.More abstract photography can beused to when specific subjects cannotbe photographed.The photography should be saturatedin color to help showcase Drapertechnology.These photos are for example only.They exhibit the Draper photographicviewpoint moving forward. They shouldnot be used without proper licensing.DRAPER IDENTITY GUIDE

The following are selected applications to illustrate how the brand would function visually. Some elements are for placement only and have yet to be finalized.DRAPER IDENTITY GUIDE 27

POSITIONINGLOGOCOLOR PALETTETYPOGRAPHYKEY ELEMENTSA P P L I C AT I O N SC O L L AT E R A L(ENVELOPE, BUSINESS CARDS, AND LETTERHEAD)DRAPER IDENTITY GUIDE 28

POSITIONINGLOGOCOLOR PALETTETYPOGRAPHYKEY ELEMENTSA P P L I C AT I O N SC O L L AT E R A L(ID BADGES)DRAPER IDENTITY GUIDE 29

POSITIONINGLOGOCOLOR PALETTETYPOGRAPHYKEY ELEMENTSA P P L I C AT I O N SC O L L AT E R A L(POWERPOINT TEMPLATE)DRAPER IDENTITY GUIDE 30

POSITIONINGLOGOCOLOR PALETTETYPOGRAPHYKEY ELEMENTSA P P L I C AT I O N SDRAPER WEBSITEDRAPER IDENTITY GUIDE 31