ECS Brand Guide

ECS Brand Elements

ECS Brand Core Elements

The ECS Brand Guide brings together the best practices for Society-branded communications and promotion collateral materials. It covers brand components and rules for how each component is to be used.

ECS MASTER BRAND LOGO

ECS BLUE color palette FONTS

ECS GREEN color palette

ECS Logos

The official ECS logo is a symbol used to assist and promote public identification and recognition of the Society.

Official ECS Logo with Tagline

The tagline accompanies the official ECS logo to quickly express the Society’s most important service.

Usage guidelines

Use the ECS logo with tagline for external advertising, websites, brochures, and other media directed at end users who may not be familiar with, or part of, ECS and the ECS community.

ECS logo mark only

ECS logo shape

The logo’s ellipse shape projects a positive emotional message, suggesting community, relationships, stability, endurance, unity, and continuity—all important ECS values.

Usage guidelines

The logo mark only, without the tagline, is used for constituencies familiar with ECS and the Society community.

ECS Logos

Usage Guidelines

ECS logo assets

ECS staff can access logo files on the Shared Drive at: S:\ECS Headquarters\Brand Guide & Assets.

Non-staff: ECS logo files are available in the Brand Guide & Assets webpage.

Logo sizing

• If reducing the size of the logo, all parts of the logo must be legible.

• Do not distort (condense or stretch) the logo. When resizing the logo, hold down the ‟Shiftˮ key to maintain the logo’s original proportions.

• Take care not to rotate the logo when resizing.

ECS Logo

Usage Guidelines

Logo treatment

• Only use approved and unaltered versions of the ECS logo.

• Print: Reproduce the logo at a minimum of 300 dpi (dots per inch) to guarantee legibility.

• Web: Reproduce the logo at a minimum resolution of 72 dpi (dots per inch) to guarantee legibility.

DO NOT:

• Alter the ECS logo, except to enlarge or reduce it proportionally

• Rotate the logo

• Use the image file of the logo as a title or in lieu of text

• Typeset (or attempt to recreate) the logo; always request a logo file from ECS headquarters

• Recreate any parts of the logo or typesetting

• Remove any parts of the logo

• Outline any parts of the logo or typesetting

• Avoid busy backgrounds as the logo should stand out and be legible

Logo spacing

• To avoid disparate logos appearing as one unit, do not position the ECS logo too closely to other graphic elements.

• Always leave sufficient space around the top, bottom, left, and right of the logo and typesetting.

The Electrochemical Society, the Society, and E-C-S Identifier

The Electrochemical Society must always be used in the first reference to the organization. ‟Theˮ is always capitalized. Thereafter, ‟the Societyˮ or the letters E-C-S may be used. As per the ECS Style Guide, ECS’s is the correct possessive form of the E-C-S Identifier. The Electrochemical Society or the letters E-C-S must always be used when it is the official title of an ECS product, service name, publication, or platform (i.e., ECS Digital Library).

The Electrochemical Society or the letters E-C-S must appear in any visual representation, text, or signage where the Society is listed.

When used in a sentence, title or name, the letters ‟ECSˮ should always appear in uppercase.

The ECS website should always be identified as electrochem.org.

When using copy such as ‟ECS Europe Section,ˮ ‟ECS Battery Division,ˮ or ‟ECS University of Washington Student Chapter,ˮ only the letters ‟ECSˮ should be used. The first letter of each word in the name is capitalized when using the full name of the section, division, chapter, or program. When referring just to the section, division, chapter, or program without using ECS, nothing is capitalized.

ECS Master Brand Fonts ECS Logo

Font

As with brand color, the brand font1 is a form of non-verbal messaging. Tying together the fonts used in ECS communications creates brand consistency and memorability.

Acumin Variable is a sans serif font that consists of 91 instances with customizations on 3 axes and offers wide language support. It has been released as an Adobe Original and is the result of years of work and study to create a fontface of exemplary design quality, technical fidelity, and aesthetic longevity.

ACUMIN

The quick brown fox jumps over the lazy dog.

The quick brown fox jumps over the lazy dog.

The quick brown fox jumps over the lazy dog.

The quick brown fox jumps over the lazy dog.

The quick brown fox jumps over the lazy dog.

The quick brown fox jumps over the lazy dog.

The quick brown fox jumps over the lazy dog.

The quick brown fox jumps over the lazy dog.

The quick brown fox jumps over the lazy dog.

The quick brown fox jumps over the lazy dog.

The quick brown fox jumps over the lazy dog.

The quick brown fox jumps over the lazy dog.

The quick brown fox jumps over the lazy dog.

The quick brown fox jumps over the lazy dog.

The quick brown fox jumps over the lazy dog.

The quick brown fox jumps over the lazy dog.

The quick brown fox jumps over the lazy dog.

The quick brown fox jumps over the lazy dog.

ECS Master Brand Fonts

ECS Secondary Fonts

These additional fonts are used in these ECS publications.

Proxima Nova is a sans serif font that combines modern proportions with a geometric appearance. It comes with 48 font variations and offers wide language support.

The quick brown fox jumps over the lazy dog.

Times New Roman is a serif font designed for use in body text. It is popular in publishing because of its wide range of characters.

The quick brown fox jumps over the lazy dog.

Arial is a sans serif typeface especially popular for digital display usage. It has many styles and offers wide language support.

The quick brown fox jumps over the lazy dog. Use these secondary brand fonts as follows in these publications:

ECS Interface quarterly magazine

Headers: Acumin Variable and Proxima Nova

Body text: Times New Roman

ECS website

Headers and body text: Arial

Headers and body text: Helvetica

ECS Master Brand Colors

Primary Colors

The ECS Master Brand primary colors of blue, green, black, and white are the only colors that can be used in the ECS logo. They form the basis for all color schemes used in ECS branded material.

A viewer’s first impression of the brand is based on the colors used. Emotions, feelings, and experiences are conveyed through color, infusing it with an organization’s identity.

ECS Primary logo colors:

• PMS 280C (blue) with PMS 348C (green)

• Black

• White

• CMYK: C-99, M-69, Y-0, K-59 (Blue); C-88, M-24, Y-100, K-10 (Green)

• RGB: R-1, G-33, B-105 (Blue); R-0, G-132, B-61 (Green)

Pantone CMYK RGB/HEX Black/White

PMS 280C 99/69/0/59

1/33/105 #012069

100 Black

PMS 348C 88/24/100/10

0/132/61 #00843d 0 Black

ECS Master Brand Colors

Secondary Colors

NOTE: ECS Master Brand Colors and Secondary Colors are the colors that ECS allows graphic designers to use when creating branded materials.

Using secondary brand colors ensures that ECS marketing materials project a harmonious image. Secondary colors emulate and expand on the feeling of the primary color palette.

Use the colors shown on the following charts as accent colors in brand and sub brand communications in combination with either ECS Blue or ECS Green.

In the center of each color wheel2 , you can see which color type (black or white) is recommended for use with the secondary colors.

Color use

Digital and print media render color very differently. In order to maintain color consistency across print and onscreen, companies use standardized descriptions of their colors. Here are the recommended company colors to use in print and onscreen.

For use in print

• Pantone Spot (PMS)3: Printing with fewer than three colors and when specified color accuracy is critical

• CMYK4: 4-color printing

For use onscreen

• RGB (red, green, blue)5: Screen-based applications (PowerPoint presentations, HTML emails, digital displays)

• HEX (hexadecimal)6: Websites, emails, and any related applications (i.e., web banners)

ECS Master Brand Colors

Secondary Colors

are illustrated in the color wheels on the next pages. These are recommendations on color combinations that go best with the ECS Master Brand Primary Colors of blue and green.

The Secondary Colors are divided into two pages: The wheels on p. 13 contain the colors that go well with ECS blue. The wheels on p. 14 contain colors that go well with ECS green.

are based on the colors of the spectrum. The center of each color wheel contains a color that is most harmonious with either the blue or green.

Then each color wheel is divided into three parts each of which contains colors that harmonize with the color in the wheel’s center. These are:

Tetrad colors: These colors look their best if only one of the four colors is used as a dominant color.

Analogous colors: These are very similar to the color in the center of the

Triad colors: Use these colors with the center color to create an interesting and vivacious effect.

How to use a color wheel:

Decide if your primary color is going to be ECS blue or ECS green. Go to the page with the secondary colors that work with blue or green (whichever you have chosen).

Look at the color wheel and determine what kind of effect you want to achieve based on the colors in one of the Tetrad, Analogous, or Triad sections. Use colors from the three colors provided in the Tetrad, Analogous, or Triad

The color of the type in each section of color tells you whether white or black type goes best with the color(s) you choose.

ECS Master Brand Colors With ECS Blue

Complementary Colors to ECS Blue (Pantone 280C)

SECONDARY COLORS

All these secondary colors complement ECS blue.

Using secondary brand colors ensures that ECS marketing materials are harmonious. The secondary colors emulate and expand on the feeling of the primary color palette.

These color charts show expanded complementary color ranges to use in combination with the ECS Blue and as accent colors.

• Use in brand communications and sub brand communication.

• The recommended type color (black or white) is used in the color swatches.

ECS Master Brand Colors

With ECS Green

SECONDARY COLORS

All these secondary colors complement ECS green.

Using secondary brand colors ensures that ECS marketing materials are harmonious. The secondary colors emulate and expand on the feeling of the primary color palette.

These color charts show expanded complementary color ranges to use in combination with the ECS Green and as accent colors.

• Use in brand communications and sub brand communication.

• The recommended type color (black or white) is used in the color swatches.

Complementary Colors to ECS Green (Pantone 348C) ANALOGOUS TETRAD

ECS Sub Brands

ECSarXiv

Logo

ECS sub brand logos can be used without the ECS master logo.

ECS Sub brand logos are available online at ECS Brand Assets, and for staff, at S:\ECS Headquarters\Brand Guide & Assets

LOGO USAGE GUIDELINES

ECS sub brands follow the ECS Master Brand Logo guidelines

ECSarXiv, an initiative supporting open access, is a free online service for preprints and other preliminary communications not yet published in a peer-reviewed outlet.

Authorized fonts

Proxima Nova is a sans serif font that combines modern proportions with a geometric appearance. It comes with 48 font variations and offers wide language support.

The quick brown fox jumps over the lazy dog.

Britannica is a ‟modulatedˮ or stressed sans serif font, in which the vertical lines are thicker than the horizontals.

The quick brown fox jumps over the lazy dog.

Official Colors

CMYK: 80/47/40/13

RGB: 60/108/124

Hex: #3c6c7c

CMYK: 67/58/60/41

RGB: 70/73/71

Hex: #464947

ECS Sub Brands

Free the Science

Logo

ECS sub brand logos can be used without the ECS master logo.

ECS Sub brand logos are available online at ECS Brand Assets, and for staff, at S:\ECS Headquarters\Brand Guide & Assets

LOGO USAGE GUIDELINES

ECS sub brands follow the ECS Master Brand Logo guidelines

Free the Science is the Society’s open access initiative.

Authorized fonts

Estratto Variable is a serif, high graphic, advanced technology font that combines constant improvement and careful observation of classics while creating new balanced concepts. It is available in six instances with customizations on 1 axis, and comes with wide language support.

The quick brown fox jumps over the lazy dog.

Official Colors Other Colors

CMYK: 61/0/61/0

RGB: 99/192/139

Hex: #63c08b

CMYK: 81/47/40/13

RGB: 58/108/124

Hex: #3a6c7c

CMYK: 0/0/0/100

RGB: 0/0/0

Hex: #000000

CMYK: 0/0/0/0

RGB: 255/255/255

Hex: #ffffff

CMYK: 55/37/30/1

RGB: 125/144/158

Hex: #7d909e

CMYK: 32/13/5/0

RGB:171/198/221

Hex: #abc6dd

CMYK: 22/16/10/0

RGB:198/200/211

Hex: #c6c8d3

CMYK: 59/62/50/28

RGB: 97/83/90

Hex: #61535a

ECS Partnered Meeting Sub Brands

AiMES

Logo

Supporting Fonts

Allotrope Variable is a sans serif variable font with 50 instances and customization on two axes, and wide language support.

The quick brown fox jumps over the lazy dog.

Proxima Nova Extra Condensed

The quick brown fox jumps over the lazy dog.

ECS sub brands follow the ECS Master Brand Logo guidelines

The Americas International Meeting on Electrochemistry and Solid State Science (AiMES) is a joint conference of The Electrochemical Society (ECS), La Sociedad Mexicana de Electroquímica (SMEQ), and the ECS Mexico Section (ECSMS). It takes place every four years.

Usage guidelines

• All meeting-related branding must include the partnered AiMES meeting logo.

• When space allows, use the partnered AiMES logo with society partners’ (ECS, SMEQ, ECSMS) logos.

• If size is restricted, use only the partnered AiMES logo.

• ECS sub brand logos are available online, and for staff, at S:\ECS Headquarters\Brand Guide & Assets.

Official Colors

CMYK: 87/36/100/30

RGB: 23/99/50

Hex: #176332

CMYK: 90/80/1/0

RGB: 53/78/161

Hex: #354ea1

CMYK: 0/0/0/100

RGB: 0/0/0

Hex: #000000

CMYK: 19/100/99/10

RGB: 184/32/38

Hex: #b92025

CMYK: 0/0/0/0

RGB: 255/255/255

Hex: #ffffff

LOGO USAGE GUIDELINES

ECS Partnered Meeting Sub Brands

PRiME

Logo

ECS sub brands follow the ECS Master Brand Logo guidelines

The Pacific Rim Meeting on Electrochemical and Solid State Science (PRiME) is an eastern hemisphere meeting of The Electrochemical Society (ECS), The Electrochemical Society of Japan (ECSJ), and The Korean Electrochemistry Society (KECS). The partners should always be listed in alphabetical order: ECS, Japan, Korea. PRiME takes place every four years.

Usage guidelines

• All meeting-related branding must include the partnered PRiME meeting logo.

• When space allows, use the partnered PRiME logo with society partners’ (ECS, ECSJ, KECS) logos.

• If size is restricted, use only the partnered PRiME logo.

• ECS sub brand logos are available online, and for staff, at S:\ECS Headquarters\Brand Guide & Assets.

Supporting Fonts

Proxima Nova Extra Condensed

The quick brown fox jumps over the lazy dog.

Proxima Nova Condensed

The quick brown fox jumps over the lazy dog.

Official Colors Other Colors

CMYK: 0/0/0/100

RGB: 0/0/0

Hex: #000000

CMYK: 0/0/0/0

RGB: 255/255/255

Hex: #ffffff

The PRiME logo color can be any color chosen to promote that specific meeting.

ECS Alignment Groups

Topical Interest Areas

From batteries to nanostructures

Each topical interest area has corresponding ECS divisions.

Learn more about ECS divisions.

Electrochemical

• Batteries and Energy Storage

• Corrosion Science and Technology

• Electrochemical/Electroless Deposition

• Electrochemical Engineering

• Fuel Cells, Electrolyzers, and Energy Conversion

• Organic and Bioelectrochemistry

• Physical and Analytical Electrochemistry, Electrocatalysis, and Photoelectrochemistry

• Sensors (Electrochemical)

Solid State

• Carbon Nanostructures and Devices

• Dielectric Science and Materials

• Electronic Materials and Processing

• Electronic and Photonic Devices and Systems

• Luminescence and Display Materials, Devices, and Processing

• Sensors (Solid State)

ECS Alignment Groups

Divisions

Goal

Our goal is to promote consistent visual relationships throughout ECS and to be sure that our brand identity is maintained.

ECS alignment groups (divisions, sections, student chapters, and TIAs) do not have their own unique logos. They use the ECS master brand logo in their print and digital materials and must follow the ECS brand guidelines.

ECS divisions are named as follows: ECS Battery Division. The name refers to a topic interest area (TIA). That TIA is always capitalized as is Division: ECS (TIA capitalized) Division (capitalized). For example: The ECS Battery Division. Any references that do not follow this convention are not capitalized; e.g., the battery division; the division.

There are 13 electrochemistry and solid state science and technology divisions, each with its own icon. For a full list of ECS divisions, refer to the ECS website. Divisions have one or two corresponding topical interest areas.

ECS division icons are available online for non-staff at ECS Brand Assets. Staff please consult the Brand Assets file at S:\ECS Headquarters\Brand Guide & Assets

Battery (BATT)

Corrosion (CORR)

Dielectric Science and Technology (DS&T)

Electrodeposition (ELDP)

Electronics and Photonics (EPD)

Energy Technology (ETD)

High-Temperature Energy, Materials, & Processes (H-TEMP)

Industrial Electrochemistry and Electrochemical Engineering (IE&EE)

Luminescence and Display Materials (LDM)

Organic and Biological Electrochemistry (OBE)

Physical and Analytical Electrochemistry (PAE)

Nanocarbons (NANO) Sensor (SENS)

ECS Alignment Groups

Sections & Student Chapters

Goal

Our goal is to promote consistent visual relationships throughout ECS and to be sure that our brand identity is maintained.

ECS alignment groups (divisions, sections, student chapters) do not have their own unique logos. They use the ECS master brand in their print and digital materials and must follow the ECS brand guidelines.

Sections

ECS sections must follow this name convention: ECS (location as in the organization’s name, capitalized) Section (capitalized). For example: The ECS Europe Section. Any references that do not follow this convention are not capitalized; e.g., the Europe section; the section.

ECS sections are located in Asia, Europe, Latin America, the Middle East, North America, and Southern Asia.

Student chapters

ECS student chapters must follow this name convention: ECS <academic institution’s full name> Student Chapter (capitalized). For example: The ECS University of Washington Student Chapter. Any other references that do not follow this convention are not capitalized; e.g., the University of Washington student chapter; UW student chapter; the student chapter; the chapter.

ECS student chapters are located in Africa, Asia, Eastern Europe, Europe, Latin America, the Middle East, North America, and Southern Asia.

For a full list of ECS student chapters, refer to the ECS Student Chapter Directory.

File Formats

Guidelines

Applying the appropriate file format, color mode, and proper resolution when utilizing the master brand or any sub brand logos in communications ensures that the ECS master brand or any sub brand logo is legible and high resolution.

Print

• PDF - Portable Document Format File (Page Layout File)7: ECS’s primary and preferred format for print files.

• JPEG - Joint Photographic Experts Group (Raster Image File)8: ECS’s second preferred format for print files.

• EPS - Encapsulated PostScript File (Vector Image File)9: ECS’s preferred format for receiving logos.

• TIFF - Tagged Image File Format (Raster Image File).10

These formats deliver:

• Resolution - High resolution images only with at least 300 dpi (dots per inch) to allow for proper printing

• Colors - Monochromatic11, Grayscale12 , CMYK13, Spot14

Web

• JPEG - Joint Photographic Experts Group (Raster Image File): ECS’s primary and preferred format for web photo files.

• PNG - Portable Network Graphic (Raster Image File)15: ECS’s preferred format for receiving logos for the web.

• GIF - Graphical Interchange Format File (Raster Image File)16: This is used for animation.

These formats deliver:

• Resolution - Low resolution images with 72 ppi (pixels [px] per inch) or higher

• Colors - Monochromatic, Grayscale, RGB20

Use Guidelines

Photography, Images, and Graphics

Image selection should be based on ECS’s mission and vision, and represent our core values and brand in its entirety—including the broad knowledge spectrum and diversity of our constituents. To keep the ECS brand consistent through all applications, follow these guidelines when using images.

The use of photographs without appropriate licenses or permission is prohibited. Please note that all photographs are potentially subject to copyright. Using an image obtained from a search engine or other source may violate the rights of the copyright owner and subject ECS to liability. It is your responsibility to ensure that all images reproduced are properly licensed and that ECS has permission to use the images.

• Whenever possible, use original images from ECS-related events and the ECS image library—not clip art or stock images.

• Choose full-color, appealing, and powerful images with interesting perspectives.

• Tell a story in your layouts that is meaningful to the audience and engages our constituents.

• Crop images as needed to put the focus on the core message.

• Feature our community’s diversity.

• Certain photographs, images, and graphics are copyrighted and require that the author be given credit when used. Always credit these using the language provided by the creator (e.g., Photo by John Doe).

• Photo captions are sometimes required so the viewer understands what is going on in the image and doesn’t have to guess or jump to conclusions. Provide captions in complete sentences that answer these questions: who, what, where, when, and (sometimes) why. Avoid stating the obvious (he sat, they stood, she waved, etc.).

These sample photographs from ECS-related events are representative of the ECS brand.

Use Guidelines

Video

Logo inclusion

Include the ECS logo in all videos. When producing video for people familiar with ECS, use the ECS logo without tagline. Use the ECS logo with tagline for audiences who may not be familiar with ECS.

How to include the ECS logo in videos:

1. The logo is a ghosted/translucent “watermark” throughout. Maintain proper logo spacing.

2. Include the logo in the opening and closing frames.

Common elements and policies

• The aspect ratio17 of a video is 16:9.

• The title and closing slates (opening and closing slides) should precede and follow content by five to eight seconds.

Distribution standards

ECS YouTube: www.youtube.com/c/ ECSTheElectrochemicalSociety

YouTube and other online video channels enforce copyright for music in all uploaded videos. After a limited number of flags, the online channel may stop supporting ECS.

• It is imperative that copyrighted music not be included on videos uploaded to YouTube or any other video service providers.

• It is your responsibility to ensure that any music used in ECS videos does not infringe on copyrights.

Use Guidelines

Social Media

Channels

X: @ECSorg

Facebook: @TheElectrochemicalSociety

YouTube: www.youtube.com/c/ ECSTheElectrochemicalSociety

Instagram:  @electrochemsociety

LinkedIn: @ecs—the-electrochemicalsociety

The role of social media is to help the ECS community connect and stay up-to-date on events and news. The Digital Content Specialist oversees ECS’s social media, and provides guidance to ECS staff and the community to develop effective messages for social media outlets that are consistent with plans developed by the Community Engagement Department.

All social media brands (Facebook, X, Instagram, LinkedIn, etc.) have their own guidelines.

When using the master brand or sub brand logos for these applications, follow the minimum size guideline (100 px) and clear space (½x) for digital and on-screen applications. If the minimum size and/or clear space cannot be met, the master brand or sub brand logos should be as large as possible within the given space. Make sure that the master brand, sub brand logos, and/or tagline (if used) are legible when resized for mobile optimization.

Size and Font

• Clear space: Equal to or greater than ½x

• Master brand minimum width: 100 px

• Font: Formata or Calibri

Color

• Must be from the approved ECS color palette

Content

Multimedia content is encouraged, including video, graphics, and text.

Image sizes

• Facebook and LinkedIn – 1:91:1 aspect ratio, 1200 x 629 px

• X – 2:1 aspect ratio, 1024 x 512

• Instagram – 1:1 aspect ratio, 1080 x 1080 px

Website

Page Creation

ECS webpage headings are in Helvetica typeface. Website page templates are provided in the Templates section.

H1 – Blue

• H stands for headline. Keep it short and use searchable words. Long headlines create long breadcrumbs18 which push the paragraph icon to the next line.

• Every main word in a headline should be capitalized.

• Typically, the following are not capitalized in headings: articles (a, an, the); coordinating conjunctions (and, but, for); short words (fewer than four letters); and prepositions (at, by, to, etc.) unless it is the first word in the heading.

H2 –

Green subhead under H1

• It is not mandatory to have a subhead (H2). Use H2 to highlight the purpose of the story like here.

• It is okay to repeat your keyword in the headline, subhead (H2), and the first line of the article.

H3 – Green subhead

• Use as needed to enliven pages that don’t have traditional paragraphs as in an ECS Visa webpage or as in the ECS Plenary/Lecture webpage.

In all subheads: Generally only the first word is capitalized unless there is a proper noun in the subhead. That should be capitalized as it would be in a sentence.

H4 – Black heading for index page

• Use to title a section of links in a column.

• Use all caps as in a headline.

H5 – Yellow subhead

• Use this as the subhead for paragraphs as in the ECS Professional Development webpage.

• Avoid overly long paragraphs by breaking up your article into smaller paragraphs. Then, every two to three paragraphs, introduce the following paragraph with a subhead.

Website

Sizing Information

Landing page and homepage photos

• 600 × 350 px main slide

• 304 × 200 px second level boxes

• 304 × 119 px third level boxes

Ad spaces

Consult the most recently published ECS Media Guide for ad rates.

DIGITAL

• ECS website homepage – 2nd tier: 720 x 492 px

• IOPscience – Tile: 180 x 50 px / Horizontal banner ad: 468 x 60 px

• ECS Career Center (webpage) – Horizontal banner: 970 x 90 px; Vertical banner: 160 x 600 px

• ENews – 600 x 90 px

• ECS Blog – 200 x 80 px

• ECS Digital Exhibit & Vendor Guide (DEVguide)

Full page: 7 x 10” (no bleed); 8 3/8 x 11 1/8” (bleed)

Half Page: 7 x 4 7/8” (no bleed); 8 3/8 x 5 5/8” (bleed)

Quarter page: 3 1/2 x 5” (no bleed)

• ECS Digital Exhibit & Vendor Guide (DEVguide) – online meeting program page – 480 x 360 px

• Social Media – 500 x 300 px

• Interface – *Consult Media Guide for all display advertising

Visual content

• Always include an image in an article page.

• Place the image in the top right corner.

• Images should measure 400 x 400 px.

• Adding additional images is allowed.

• Include a 400 × 400 px ‟Featured Imageˮ in blog posts. This is the image that populates when the content is posted on social media sites.

• Make sure all visual content used has proper licensing and permissions. Images/videos may be copyrighted.

Styling and messaging are also vehicles of the ECS brand. Choose words that convey important aspects of the ECS brand in ECS communications. For example: community, collaboration, meeting (not conference).

All channels of ECS communication (social media, website, photographs, etc.) should be created/reused/ chosen based on ECS’s mission and vision, and reflect our core values and brand—including the diversity and broad knowledge spectrum of our community.

ECS tagline variable

In written content, the ECS tagline should be used exactly as follows, either with or without the full mission statement:

The mission of The Electrochemical Society is to advance theory and practice at the forefront of electrochemical and solid state science and technology, and allied subjects.

Keywords

Keywords are ideas and topics that define what our online content is about. They are the words and phrases that searchers enter into search engines. Using these words throughout the website helps ECS jump to the top of search lists (Search Engine Optimization19).

For a list of useful key words, refer to ECS’s topical interest areas (TIAs).

Brand language

Being consistent in the language used to describe ECS helps define our brand and sets us apart from other societies. Using the following words in ECS communications reinforces our brand marketing.

According to market research, the following words/phrases best describe ECS’s positive attributes. The words ‟electrochemistryˮ20 and ‟solid stateˮ21 are the most important.

Valued membership benefits:

• Access to content

• Event-related benefits

• Community

• Recognition

Important descriptors:

• Credible

• Established

• Global

• Prestigious

• Relevant

Internationally recognized values:

• Helpful

• Honorable

• Innovative

Templates ECS Boilerplate

Approved ECS templates are an important reflection of the ECS brand. They influence how communication materials are perceived by internal and external audiences.

ECS staff: Please consult the ECS Brand Asset folder S:\ECS Headquarters\Brand Guide & Assets.

A company boilerplate statement is a standardized paragraph of text that contains company background like the date and place it was founded, and a description of products and services. It appears at the bottom of a press release and in other important documents. ECS boilerplate paragraphs are available in 50, 100, and 150 word lengths. They should be reprinted word-for-word.

The Electrochemical Society - 50 words

ECS, a nonprofit professional society established in 1902, advances theory and practice at the forefront of electrochemistry and solid state science and technology, and allied subjects. Our robust global membership researches innovative solutions to major challenges. ECS hosts prestigious meetings, publishes research, fosters education, and collaborates with other organizations.

Templates

ECS Boilerplate

The Electrochemical Society - 100 words

The nonprofit professional Electrochemical Society has led the world in electrochemistry and solid state science and technology and allied subjects since 1902. We advance scientific theory and practice through publications, meetings, continuing education, and collaboration. Our robust global membership develops solutions to the planet’s major challenges. Scientists, engineers, and industry leaders share research at ECS biannual, co-hosted, and sponsored meetings. The ECS Digital Library on IOPscience hosts abstracts and highly peer-reviewed articles from publications including Journal of The Electrochemical Society (the oldest journal in its field), ECS Journal of Solid State Science and Technology, and new open access ECS Sensors Plus and ECS Advances.

The Electrochemical Society - 150 words

ECS has led the world in electrochemistry and solid state science and technology and allied subjects since 1902. We are a volunteer-directed international nonprofit professional society advancing scientific theory and practice by publishing cuttingedge research, hosting prestigious meetings, fostering training and education, and collaborating with other organizations. Our robust global membership develops innovative solutions to the planet’s major challenges. Scientists, engineers, and industry leaders share pioneering scientific developments, exchange ideas, network, and expand research horizons at ECS biannual, co-hosted, and sponsored meetings. The ECS Digital Library on IOPscience hosts highly peer-reviewed journal and magazine articles and meeting abstracts from our distinguished publications including Journal of The Electrochemical Society (the oldest peer-reviewed journal in its field) ECS Journal of Solid State Science and Technology. The Society supports open access throughout its publications and launched two new gold open access journals, and ECS Advances, in 2022.

Templates

Business Card

The ECS business card serves the key purpose of sharing your contact information with clients and colleagues. Using the template ensures that the ECS brand is represented in a consistent and professional manner.

The front of the card displays all of the staff member’s necessary contact information. The back of the card can be used for specific promotional areas of the organization and therefore can change by individual or department.

Information is presented in this order, all in Acumin Pro font:

First and Last Name (bold)

Job Title (bold italic)

Street Address (thin)

City, State, Zip Code, Country (thin)

Telephone Number, Extension; Fax Number (thin)

Follow this format for phone and fax numbers: 555.555.5555

Email Address (bold)

Follow this format for email addresses: first letters of the first and last names are capitalized; the first and last names are separated by a period: John.Doe@ electrochem.org

Front of the card: Pantone colors

Back of the card: CMYK colors

Templates

Email Signatures

Marketing email signature

ECS uses an automated email marketing system to distribute batched communications to the ECS mailing list. The templated signature at the bottom of the email serves the purpose of sharing the author’s key information with correspondents. Using the template ensures that the ECS brand is represented in a consistent and professional manner.

Guidelines

Information is presented in this order:

Professional or Academic Title, First Name, Last Name

ECS affiliation

Example:

Prof. Dr. John Doe

Chair, ECS Europe Section

Color

• Font and font size follow the format of the email

• Color: black

Outlook email signature

The ECS email signature in Outlook serves the purpose of sharing contact information with correspondents. Using the template ensures that the ECS brand is represented in a consistent and professional manner. Once the signature has been set, Outlook automatically enters the signature at the end of every email.

Guidelines

Information is presented in this order, all in 8 point Arial font:

First and Last Name (bold) | Job title (bold)

ECS – The Electrochemical Society

Pennington, NJ USA

609.737.1902 x### | email address (First name.Surname@electrochem.org) electrochem.org | ECSNews.org | @ECSorg

• Follow this format for phone and fax numbers: 555.555.5555 x (extension number)

• Follow this format for email addresses: first letters of the first and last names are capitalized; the first and last names are separated by a period: John.Doe@electrochem.org

Color Name, job title:

Blue: RGB 35/72/124

All remaining content that is not linked to a URL: Grey: RGB 129/129/129

Grey: RGB 129/129/129

Content that is linked to a URL (email address, web address, blog URL, X URL): color is provided by Outlook

Templates

Letterhead

Use the ECS letterhead template (set up in Microsoft Word) for all outgoing postal communications or formal letters (letters to award recipients, etc.).

Use Microsoft Word for letter creation.

Bold and italicize sub headlines. Center headlines and sub headlines. Left justify body text. Single space and skip a line between

is the preferred font at 12 point font size. It is a sans serif typeface family that is part of Microsoft Office Suite.

The quick brown fox jumps over the lazy dog.

RGB/HEX colors are used for ECS letterhead’s

Templates

PowerPoints

Font

Calibri is the preferred font at 12 point font size. It is a sans serif typeface family that is part of Microsoft Office Suite.

The quick brown fox jumps over the lazy dog.

Designs

Two ECS PowerPoint templates are available. Examples of the templates are labeled on the right.

Classic

The Classic Template provides more room for text and illustrations.

Modern

The Modern Template contains less visual white space for text and illustration but delivers a strong visual impact.

Use the ECS PowerPoint template to create consistent professional presentations that represent the mission and vision of ECS to our audiences and are recognizable as part of the ECS brand.

Guidelines

• 16:9 aspect ratio for widescreen HD monitors/displays

• Use the appropriate ECS logo/ECS sub brand logo on each page.

• The official ECS logo should always be placed on the bottom right side.

• Include appropriate photography/images and charts to engage the audience and help convey your message.

Color

RGB/HEX colors are used in PowerPoint slides.

Classic Template

Modern Template

Title of Presentation

Templates

Webpages

ECS webpage templates are available in word format:

• Non staff: online at ECS Brand Assets

• Staff in shared drive at S:\ECS Headquarters\Brand Guide & Assets

The Brand Guide & Assets file contains templates for creating three different kinds of webpages. Instructions on organizing content for each template are also included.

Webpage content page

This page provides information in a multi-paragraph format, i.e., the Energy Sources webpage. The blue article heading is short and concise; a green subhead elaborates on the title. Paragraphs open with yellow subheads. These are important as they make articles easy to scan and engage readers in the content to come. Images/photos are not required. When used, they generally appear in the top right corner of the page.

Webpage without traditional paragraphs

This page provides information NOT organized in traditional paragraphs, i.e., the 236th ECS Meeting Highlighted Events page. A concise blue heading (H1) is followed by a green subheading call to action further describing the subject of the article, e.g., H1: Meeting Highlighted Events; subhead: Register for highlighted events. A list follows with content answering who, what, when, and where. Yellow subheadings introduce the following paragraphs which provide more information. Multiple events can be listed on the same page under their own green subheading. Images/photos are not required or are positioned where they best illustrate points in the article, i.e., placing a speaker’s photo next to the speaker’s bio.

Blog webpage traditional news story

These articles provide information in a multi-paragraph format, i.e., ‟Mainstream Media Turns to JESˮ blog. A brief paragraph follows the title (H1), summarizing the main points of the entire article. Each following paragraph is headed by a yellow subheading. These are important as they make articles easy to scan, and engage readers in the content to come. The image/ photo is usually at the top right corner unless it’s too large or additional images are required to illustrate the article.

In all these pages:

• Use easy-to-search keywords in the title.

• Insert BUTTONS with links to take action (i.e., register, apply, etc.) where needed.

• Always end with an appropriate Call to Action, i.e., register, apply, read more, contact ECS for more information.

Glossary

1. A font is a graphical representation of text that may include a different typeface, point size, weight, color, or design.

2. A color wheel is a chart representing the relationships between colors. It is based on the colors of the spectrum as originally designated by Sir Isaac Newton. A tetrad is a color scheme in which four colors are distributed evenly around the color wheel, causing no clear dominance of one color. A  triad color scheme is comprised of three colors evenly spaced on the color wheel. The most basic triadic palettes are the primary colors (red, blue, and yellow), and the secondary hues (orange, purple, and green). Analogous means ‟likeˮ or ‟similar.ˮ Using analogous colors creates subtle differences in an image or design.

3. PMS refers to Pantone Matching System.

4. CMYK stands for the four ink plates used in some color printing: cyan, magenta, yellow, and key.

5. RGB is an additive color model in which the primary colors of red, green, and blue are added together in various ways to reproduce a broad array of colors.

6. A  HEX (hexadecimal) color is a sixdigit combination of letters and numbers where the first two numbers represent red, the middle two represent green, and the last two represent blue.

7. PDF: Portable Document Format File (Page Layout File) is a multi-platform

document created by Adobe Acrobat or another PDF application. The PDF format is commonly used for saving documents and publications in a standard format that can be viewed on multiple platforms. In many cases, PDF files are created from existing documents instead of from scratch.

8. JPEG: Joint Photographic Experts Group (Raster Image File): A JPG (JPEG) file is an image saved in a compressed image format standardized by the Joint Photographic Experts Group (JPEG). It is commonly used for storing digital photos and used by most digital cameras to save images. JPG files are among the most common image files along with .PNG, .TIF (TIFF), and .GIF.

9. EPS: Encapsulated PostScript File (Vector Image File) is a graphics file saved in the Encapsulated PostScript (EPS) file format. It may contain 2D vector graphics, bitmap images, and text. EPS files also include an embedded preview image in bitmap format.

10. TIFF: Tagged Image File Format (Raster Image File) is a graphics container that stores raster images. It may contain high-quality graphics that support color depths from 1- to 24-bit and supports both lossy and lossless compression. 22 TIFF files also support multiple layers and pages.

11. Monochromatic colors are all the colors (tints, tones, and shades) of a single hue. (continued on next page)

Glossary

Sources

https://negliadesign.com/ask-a-designer/whats-thedifference-between-pms-cmyk-rgb-and-hex/ https://www.computerhope.com/jargon/f/font.htm

https://fileinfo.com

https://www.keycdn.com/support/lossy-vs-lossless

12. Grayscale is a series of shades ranging from pure white to pure black, used in displaying monochromatic images.

13. CMYK stands for cyan, magenta, yellow, and black, the standard colors used in offset, full color printing.

14. Spot: In offset printing, a spot color or solid color is any color generated by an ink (pure or mixed) that is printed using a single run, whereas a process color is produced by printing a series of dots of different colors.

15. PNG: Portable Network Graphic (Raster Image File) file is an image saved in the Portable Network Graphic (PNG) format. It contains a bitmap compressed with lossless compression similar to a .GIF file. PNG files are commonly used to store web graphics, digital photographs, and images with transparent backgrounds.

16. GIF: Graphical Interchange Format File (Raster Image File) is an image file saved in the Graphical Interchange Format (GIF). It may contain up to 256 indexed colors with a color palette that may be a predefined set of colors or may be adapted to the colors in the image. GIF files are saved in a lossless format, meaning the clarity of the image is not compromised with GIF compression.

17. The aspect ratio of an image is the ratio of its width to its height.

18. A breadcrumb (or breadcrumb trail) is a kind of secondary navigation scheme that reveals the user‘s location in a website or Web application. The term

comes from the Hansel and Gretel fairy tale.

19. Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines in order to maximize the number of visitors. SEO targets unpaid traffic rather than direct traffic or paid traffic and ensures that the site appears high on the list of results returned by a search engine.

20. Electrochemistry is the study of the relationship between chemical and electrical change. Electrochemical science has a multitude of applications, ranging from solar technology to biomedical innovations.

21. Solid state science deals with the relationship between atomic structure and the electrical, chemical, optical, and physical properties of solid materials. Applications include electronic and optical devices, displays, and sensors.

22. Compression can be  lossy or  lossless. Lossless compression means that as the file size is compressed, the picture quality remains the same—it does not get worse. Also, the file can be decompressed to its original quality. Lossy compression permanently removes data.

Resources and Contact

ECS brand identity tools

• About ECS

• Brand elements

• ECS master brand and logos

• Templates

• Photographs/Images

ECS brand assets

• ECS Brand Assets for Non Staff

• ECS Brand Assets for Staff: S:\ECS Headquarters\Brand Guide & Assets

If you require a different file type than what is provided in the Brand Assets file, please, email customerservice@electrochem.org with your request.

Branded promotion items

Direct all requests for branded promotional items to customerservice@electrochem. org.

Contact

For more information, questions or comments, please contact the ECS Graphic Design & Print Production Manager at customerservice@electrochem.org.

For bulk commercial printing of this guidelines document, express written permission is required from customerservice@electrochem.org.