NAI-BrandGuide

A Guide for Using and
Protecting Our Brand

Table of Contents

1. Intro

Mission Statement

2. Logo Variations

Primary Logo
Variations for Use
Sub-Brand Logos

3. Logo Use

Logo Clear Space & Sizes
Logo Misuses

4. Graphic Elements

Color Palette
Photography

5. Typography & Language

Character Styles
Brand Tone

7. Brand Implementation

Design Examples

Introduction

Welcome to the new NAI brand guidelines.

Our brand is more than our logo. It is a design scheme made up of multiple key
components and concepts that, when combined, establish the unique look of NAI.
This guide will help to familiarize you with the core brand elements and assist
you in designing and producing professional and friendly communications with a
degree of flexibility.
These guidelines exist to keep our visual representations polished and consistent.
Follow these guidelines in the creation of marketing materials, as well as internal
and external communications.

The NAI Mission

Since 1980, NAI has set the highest standards for health, scientific integrity
and quality; it’s part of our DNA and a legacy we live each and every day.
NAI will exceed your nutritional product needs -- from custom formulations,
to state-of-the-art manufacturing, and international regulatory compliance.
We’ve created a culture of working together to deliver solutions using the
strictest scientific research, stringent production standards, and in-depth
expertise.
With advanced manufacturing facilities in San Marcos, California and
Lugano, Switzerland, plus a sales team in Yokohama, Japan, NAI is a
global force for total wellness, meeting the goals of our customers in over 36
countries across the world.

Logo Variations

Introducing the new logo.

The new NAI is a breath of fresh air. With clean lines and vibrant colors, this mark is
much more than a simple image. It instills a sense of trust in the viewer, maintains an
air of amicable professionalism, and embodies trust and wellness.
As such, it is of the utmost importance that the NAI logo is treated with care and
consistency across all mediums.

Logo Variations

Primary Logo

The primary, full-color logo features a friendly
sans-serif typeface and tri-color mark. The mark,
or “mobius strip,” represents flexibility, motion, and
modernity, while its colors represent the three main
brand divisions of Sport, Well, and Glow.

NAI Brand Guide | 6

Logo Variations

Variations for Use

The simplicity of the mark allows for easy application
across multiple mediums.

FULL COLOR FULL COLOR-FLAT ONE COLOR

best for web & print best for embroidery & signage best for fax forms and newspaper

NAI Brand Guide | 7

Logo Variations

Sub-Brand Logos

Vertical
In situations where horizontal space is limited,
or the space is vertically-skewed, these versions
should be used.

NAI Brand Guide | 8

Logo Variations

Sub-Brand Logos

Horizontal
These versions should be used when vertical space
is constrained; i.e. letterheads & envelopes.

NAI Brand Guide | 9

Logo Use

Putting the logo to work.

The NAI logo boasts a strong voice. Its clean lines command attention and its
bright colors generate energy. The following guidelines ensure that the NAI logo is
given the chance to speak for itself.

Logo Use

Logo Spacing

Text/imagery must not be any closer to the logo
than the width of the logo’s capital “I.”

Logo Usage on Background

The full color logo must always be used on a
white background, without exception. Use of
a one color logo is permitted against a single
color background, preferably Pantone 5507C or
Pantone 7409C.

Logo Minimum Size

Primary Logo
1” wide on printed materials
200 pixels wide on web-based materials

Vertical Logo
1” wide on printed materials
200 pixels wide on web-based materials

Horizontal Logo
1.75” wide on printed materials
300 pixels wide on web-based materials

NAI Brand Guide | 11

Logo Use

Improper Use

Never alter the logo. Never rotate, skew, or
apply effects to the logo. Do not recreate the logo
yourself, change the font, alter the size, or change
the proportions. Always use the proper logo files
provided.

1. Do not skew the logo 1. 2. 3.

2. Do not apply any effects

3. Do not recolor the logo

4. Do not change the opacity of the logo

5. Do not remove any part of the logo*

6. Do not rotate the primary logo 4. 5. 6.
7. Do not make a pattern out of the logo

8. Do not use the full color logo directly over

an image; use of a single color logo directly over an image

is permissible, provided the logo does not compete with the

background image

9. Do not use the logo over any non-brand color

7. 8. 9.

* Please note that use of the mobius strip alone is
permitted, but should be used sparingly. The independent
mobius strip should be seen as a shorthand representation
of the whole logo.

NAI Brand Guide | 12

Graphic Elements

Complementing the logo.

The following assets were carefully constructed to maintain brand image while not
distracting from the importance of our content and messaging. Adhering to these
guidelines is essential for generating consistent visuals and effective communication.

Color Scheme PANTONE 7409C

Color Codes ACCENT COLOR
bright/vibrant; lively/energetic; wisdom; superior
The NAI brand relies on its vibrant color scheme. CMYK 3 33 99 0 RGB 246 178 32
The Pantone color system achieves the brightest
hues. CMYK should be used as a secondary means
of printing, and RGB must be reserved for web.

PANTONE 5507C

CORE COLOR

neutral; let subbrands be easily noticed
CMYK 41 23 29 0 RGB 156 175 173

PANTONE 485C PANTONE 2925C PANTONE 367C

SPORT COLOR MIND COLOR GLOW COLOR
intellectual, communication, trust, efficiency harmony, balance, refreshment, universal
physical, courage, strength, warmth, energy CMYK 73 26 0 0 RGB 31 155 222 CMYK 40 0 82 0 RGB 163 214 92
CMYK 5 99 100 1 RGB 227 29 26

COLOR BALANCE:

NAI Brand Guide | 14

Color Scheme

Color Screens

Each brand color can be screened -- that is, use a
percentage of the full color -- to give pieces more
color depth & flexibility.

100% 90% 80% 70% 60% 50% 40% 30% 20% 10%

NAI Grey

Pantone 5507

NAI Yellow

Pantone 7409

NAI Sport

Pantone 485

NAI Well

Pantone 2925

NAI Glow

Pantone 367

NAI Brand Guide | 15

Photography

Crisp and Energetic

NAI strives to exude trustworthiness and expertise
in each brand asset. For a polished look,
photographic resources should employ negative
space and crisp lighting.
The corners of full-bleed images should be rounded
to approximately 0.0625”.
Close cropping of photography should occur when
the photo is meant to command more attention,
ie: as a report cover or accompanying a content
headline.

NAI Brand Guide | 16

Photography

Integrating Color

On occasion, NAI photography may be treated
with a color screen. This screen may only be one of
the approved brand colors, and applied to a black
and white photo with background content (avoid
completely isolated images).
The color of the screen must be pertinent to the
subject of the content accompanying the photo; ie:
apply a red screen on an image of an exercising
man to accompany an article by NAI SPORT.

NAI Brand Guide | 17

Graphic Icons

Visual Communication

Along with the mark, NAI now has a number of
icons at its disposal. These icons are most effective
when used sparingly, to direct attention toward
specific information.

NAI Brand Guide | 18

Typography
& Language

Voice in word and image.

The manner in which communication is constructed is just as important in how it is
visually delivered. Typographic and lingual standards have been developed to
ensure all brand communications impart a positive and professional tone.

Character Styles

Typographic Voice

Museo Slab offers unique air of approachable
expertise. Futura PT and Futura PT Condensed
compliment Museo Slab’s bold curves with crisp
and energetic lines.

Museo Slab abcdefghijklmnopQRSTUVWXYZ1234567890������������������������������������������������� 300
abcdefghijklmnopQRSTUVWXYZ1234567890���������������������������������������������� 500
Best for headlines & callouts abcdefghijklmnopQRSTUVWXYZ1234567890������������������������������������������ 700
abcdefghijklmnopQRSTUVWXYZ1234567890���������������������������������������900

Futura PT abcdefghijklmnopQRSTUVWXYZ1234567890���������������������������������������������������������������������������� Light
abcdefghijklmnopQRSTUVWXYZ1234567890����������������������������������������������������������������� Book
Best for body copy abcdefghijklmnopQRSTUVWXYZ1234567890����������������������������������������������������� Medium
abcdefghijklmnopQRSTUVWXYZ1234567890�������������������������������� Extra Bold

Futura PT Condensed abcdefghijklmnopQRSTUVWXYZ1234567890������������������������������������������������������������������������������������������������������������� Book Italic
abcdefghijklmnopQRSTUVWXYZ1234567890������������������������������������������������������������������������������������������������ Medium Italic
Best for subheadlines & captions abcdefghijklmnopQRSTUVWXYZ1234567890��������������������������������������������������������������������� Bold Italic
abcdefghijklmnopQRSTUVWXYZ1234567890����������������������������������������� Extra Bold Italic

NAI Brand Guide | 20

Brand Tone

Use of Language

Implementing specific phrasing is key to maintaining
brand tone in business conduct.

FROM TO

Vendor Partner
Services Solutions
Who we are / what we do How you can succeed
Many messages at once Focused & distilled messages
Telling people about our company Training people on our brand
A sales process A customer experience

NAI Brand Guide | 21

Brand
Implementation

Bringing the new NAI to life.

Following the above specifications, the new NAI brand is ready to be put into
practice, from office collateral to multimedia presentations.