Nasa

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Official Websites

https://www.nasa.gov

Brand Guidelines

UNKNOWN

Brand Summary

Mission

To achieve maximum communication of the agency’s program objectives, both internally and externally, through a unified visual communications system that symbolizes NASA’s progressive path in aeronautical research and space exploration [^1].

Core Values

unity
technological precision
pioneering achievement
excellence
innovation
clarity
consistency
future orientation [^2]

Target Audience

Internal NASA staff, external stakeholders, the general public, and audiences of NASA publications, vehicles, signage, and communications materials [^3].

Personality Traits

progressive
innovative
precise
unified
contemporary
future-oriented [^4]

Visual Identity Overview

NASA’s visual identity centers on a minimalistic, modern logotype with consistent use of Helvetica and other recommended typefaces, a warm shade of NASA red, and strict guidelines for logo usage, color palette, and layout. The identity emphasizes clarity, simplicity, and technological sophistication across all applications, including publications, signage, vehicles, uniforms, and awards [^5].

Categories

Brand Imagery

This logotype is the central element in NASA’s visual communications system. Through consistent and repetitive use as a signature device and design element in all of NASA’s visual communications, the logotype becomes a visual shorthand which identifies the Agency and symbolically embodies its activities, achievements and goals.
In the logotype, the letters N-A-S-A are reduced to their most simplified form. The strokes are all of one width, evoking the qualities of unity and technical precision. Elimination of cross-strokes in the two “A” letters imparts a vertical thrust to the logotype and lends it a quality of uniqueness and contemporary character.
The logotype should never be altered or distorted in any way. It must not be re-drawn, but rather reproduced photographically from reproduction artwork included in Section 2 of this manual.
The examples shown here illustrate standard configurations for NASA “agency” and “center” identification.
To identify the agency, as a total entity, the NASA logotype is shown in conjunction with the full agency name (National Aeronautics and Space Administration) as shown below. The lettering style used in the agency name is Helvetica Light, upper and lower case. The size of the agency name should relate to the size of the logotype as indicated.
To identify any of the NASA centers, the NASA logotype and full agency name is shown in conjunction with the full center name (John F. Kennedy Space Center) as shown below. The lettering style used in the center name is Helvetica Medium, upper and lower case. This bold lettering style assures that the center name receives primary emphasis even though it is always preceded by the agency name and accompanied by the NASA logotype.
Reproduction artwork for standard agency and center identification is included in Section 2 of this manual.

Color Palette

The correct color for use in the NASA logotype is shown below.
This warm shade of red is a very active color which brings a kinetic dimension to the letterforms. The color reflects the lively and futureoriented character of NASA.
NASA red should be used only when a second color is available and appropriate. It is intended to be used only on white or a light value neutral color background. NASA red should not be used with other bright saturated colors, or medium and dark value colors, as they will dilute the effectiveness and impact of the NASA red.
Further guidance for the use of the logotype in various color situations is contained on the following page. Also refer to the guidelines on color in the introduction of the publications section of this manual.
Against a white background the logotype may be shown in NASA red and black, black, or NASA warm gray.
Against a very light background, the logotype should be shown in black. The one exception to this would be the use of NASA red logotype in very light areas of four-color process reproduction.
Against a black or very dark color background, the logotype should always be shown in white.
The logotype should always be shown in white against a background of NASA red. The logotype should never be shown in NASA red against a black or very dark background.
Against a medium-value background, the logotype may be shown in either black or white, depending on which is more appropriate.
The logotype should never be shown in NASA red against a medium-value background.
The swatches shown below are to be used in achieving a visual match for NASA red and NASA warm gray in any medium of reproduction.
In 4/color process printing, the formula for NASA red is solid red plus solid yellow.
NASA Red. This swatch is to be used in achieving a visual match in any medium of reproduction including inks, paints, dyes or other pigments when NASA Red is specified.

Typography

Typography and typographic design are the “architecture” of any publication. Based on the structure of typography, the various elements in a publication fall into their logical locations and relationships, forming in the end a harmonious sequence of visual events.
In this section are four pages devoted to recommended NASA type styles and sample settings of each. Each style has a specific reason for inclusion in the vocabulary and should be used accordingly.
The most important specific typographic style is derived from the elements of NASA identification and is composed of Helvetica Light and Helvetica Medium, upper and lower case. This should be the most used style in NASA publications because of its direct relationship to the NASA identification elements.
Recommended general elements of typographic style include flush left, ragged right column setting, bold face headlines and subheadlines and minimum one-point line spacing in text setting.
Helvetica is the most important family of type in the NASA Unified Visual Communications System. Helvetica Light is used in combination with the logotype to form the fundamental elements of identification.
Headings which accompany Helvetica Light text settings are set in Helvetica Medium. In certain situations Helvetica Bold may be an appropriate alternative. Headings are set in upper and lower case.
In addition, this typeface can be used in numerous media and in a variety of situations to create a clean and contemporary visual program. The cursive san-serif letterforms make it extremely legible, even at very small sizes.
Futura is recommended for a number of reasons. The typeface is quite legible and is versatile enough for catalog listings as well as brochure applications. The precision letterforms have a technological character and make it a natural for certain NASA projects.
The Futura face is designed with a small x-height and will require special attention when specifying the size. In the comparison of typefaces enclosed in this section, you will note that 11 pt. Futura is comparable in appearance to 10 pt. Helvetica.
When the Futura face is being used, always specify Futura Demibold headings. Do not mix Helvetica Medium headings with Futura text settings.
Garamond is perhaps the finest of the “classical” typefaces. It has stood the test of time and proved itself to be as useful in contemporary design as it has been in more traditional applications.
The main virtues of Garamond include superior readability, handsome character, a distinctive Italic, and certain special refinements such as old style numerals.
Headings may be set in Helvetica Medium or Garamond Bold. Garamond Bold is not a particularly heavy weight and the designer must compensate by increasing the size of the headings or by using space around them.
Garamond is ideal for high quality publications or those of a more permanent nature. It functions very well in large volume settings and will sustain reader attention.
Times Roman is generally regarded as the best of the modern or transitional typefaces. It offers readability, character, and a certain utilitarian quality which makes it quite useful in publication design. It is designed with a large x-height which makes it legible at small sizes.
Times Roman is recommended for newsletters, house organs and other news-oriented publications. This typeface is appropriate for large volume settings as the reader does not tire of the appearance.
The entire family of Times Roman, including Italic and Bold, gives the designer a practical typeface to solve certain complicated problems.
Headings may be set in Helvetica Medium or in Times Roman Bold.

Logo Usage

The logotype should never be altered or distorted in any way. It must not be re-drawn, but rather reproduced photographically from reproduction artwork included in Section 2 of this manual.
The logotype is designed as solid stroke letterforms, to be shown freestanding horizontally against a solid neutral background.
The logotype must not be altered or distorted in any way. The effectiveness of the logotype depends on consistently correct useage as outlined in this manual.
The examples shown below illustrate some incorrect uses of the logotype.
1. The letterforms in the logotype must never be broken by a superimposed pattern. 2. The logotype must never be placed within another solid shape, such as a circle. 3. The logotype must never be placed within another outline shape, such as a box. 4. The logotype should never be shown as outlined letterforms. 6. The logotype should never be photographically distorted in any way. 7. The logotype should never be shown in light benday screen against a white background. It should always be shown in solid black, solid warm gray or solid NASA red. 8. The logotype should never be shown as a benday screen of a dark background color. It should always appear in white.
1. The logotype should never be 9. The logotype should never be shown with shadows projected from shown on a vertical axis. It is dethe letterforms or with letterforms signed to rest on its horizontal basepartially outlined. line.
The NASA logotype should be reproduced photographically whenever possible. However, for large applications such as signage, the logo may be reproduced using this grid drawing as an accurate guide. To achieve the best reproduction, care should be taken to maintain the correct proportion, stroke-width, and curves of the logotype. Note that 3 units of the grid are equal to the vertical stroke width.
Contact the NASA Graphics Coordinator for advice and counsel on problems related to reproducing the NASA logotype at large sizes.
The correct color for use in the NASA logotype is shown below.
NASA red should be used only when a second color is available and appropriate. It is intended to be used only on white or a light value neutral color background. NASA red should not be used with other bright saturated colors, or medium and dark value colors, as they will dilute the effectiveness and impact of the NASA red.
Further guidance for the use of the logotype in various color situations is contained on the following page. Also refer to the guidelines on color in the introduction of the publications section of this manual.
Against a white background the logotype may be shown in NASA red and black, black, or NASA warm gray.
Against a very light background, the logotype should be shown in black. The one exception to this would be the use of NASA red logotype in very light areas of four-color process reproduction.
Against a black or very dark color background, the logotype should always be shown in white.
The logotype should always be shown in white against a background of NASA red. The logotype should never be shown in NASA red against a black or very dark background.
Against a medium-value background, the logotype may be shown in either black or white, depending on which is more appropriate.
The logotype should never be shown in NASA red against a medium-value background.
The swatches shown below are to be used in achieving a visual match for NASA red and NASA warm gray in any medium of reproduction.
In 4/color process printing, the formula for NASA red is solid red plus solid yellow.

Tone And Messaging

This manual is a reference book for NASA designers. It is the official policy document regarding NASA identification (use of logotype), communication in general and sets the tone and level of quality for all NASA graphics.
Through consistent and repetitive use as a signature device and design element in all of NASA’s visual communications, the logotype becomes a visual shorthand which identifies the Agency and symbolically embodies its activities, achievements and goals.
The logotype should never be altered or distorted in any way. It must not be re-drawn, but rather reproduced photographically from reproduction artwork included in Section 2 of this manual.

Visual Style

The logotype should never be altered or distorted in any way. It must not be re-drawn, but rather reproduced photographically from reproduction artwork included in Section 2 of this manual.
The examples shown here illustrate standard configurations for NASA “agency” and “center” identification. Agency Identification To identify the agency, as a total entity, the NASA logotype is shown in conjunction with the full agency name (National Aeronautics and Space Administration) as shown below. The lettering style used in the agency name is Helvetica Light, upper and lower case. The size of the agency name should relate to the size of the logotype as indicated. Center Identification To identify any of the NASA centers, the NASA logotype and full agency name is shown in conjunction with the full center name (John F. Kennedy Space Center) as shown below. The lettering style used in the center name is Helvetica Medium, upper and lower case. This bold lettering style assures that the center name receives primary emphasis even though it is always preceded by the agency name and accompanied by the NASA logotype. Reproduction artwork for standard agency and center identification is included in Section 2 of this manual.

Layout And Composition

A grid is a predetermined understructure which the designer can employ to give a publication cohesive style and character. It is a great organizer of material and as such will save countless man hours in execution. It will also help bring continuity to various diverse publications.
There are a multitude of grids which can be developed and used by the designer. In the illustration below we explore the rudiments of a grid and its application to a hypothetical publication.
1. Starting with the overall size of the publication, a designer analyzes the type of information, photographs, captions, etc. which are required.
1. The grid is applied to the double-spread—it will determine all margins, gutters, folio placement, etc. In this case a 2-column grid is demonstrated.
1. The designer can now begin to block in the various elements such as headlines, columns of text typography, photographs, captions and folios. This approach can be applied to the entire publication, including its cover. (Folio placement should always be in the outside margins.)
It is possible and desirable to use the interior grid to make a more successful cover design, one that looks like it “belongs” to the publication it houses.
It is therefore advisable to solve the publication design as a whole, rather than attempting to execute the cover out of context. Once the interior attitude has been determined it is possible to relate this back to the cover.
a. Grid based on alignment with square image on front cover. Headlines at top of page.
b. Grid which has all headlines and text “hanging” from top of page. Photographs at bottom.
c. Grid which has a symmetrical center line from which text and photographs break up and down.
It is advisable to use one-column formats in small brochures and folders. Grids which can be employed are numerous and three are shown below.
a. Headings align at top of page. Text and illustrations occupy major portion of page. Captions are positioned in double margin space across bottom of brochure.
b. Headings and text align at top of page. Photographs on separate track at bottom of page with captions above.
c. Headings and captions align at top of page. Text is confined to bottom half of page. Photographs are full bleed pages.
In general, two-column formats will function best for this category of publications. Because of the technical nature of these publications it is best to use most of the space on the page. Some relief from the volume of type is desirable as indicated in the formats below.
a. White band across top of page functions as “breathing space.” This area might incorporate folios and an occasional important headline.
b. Top to bottom use of space but with some open areas of illustration, diagrams, etc. Outline boxes should be used around all technical diagrams. Rules are employed to separate articles.
c. Top alignment of headings and text. Single page has been divided into 6 equal rectangles. Captions are positioned under photographs.
The examples shown on this page are models for news publications. There are other grids which can be developed depending on the characteristics of a specific publication. Most publications of this type have a great number of articles, photographs and captions to be displayed and a good underlying grid can be very valuable.
a. Employs a two-column format. Uses a bracket device to isolate photographs and captions which are complete in themselves—not relating to specific article.
b. Uses a three-column grid. Rule motif is used to isolate photo essays. Photographs always positioned at top or bottom of page.
c. Large scale use of photography in a three-column format. Photographs positioned in loose configurations.
Generally speaking, the formats should enjoy more open space and project a spirit of freedom rather than confinement. Three-column formats will create more movement and flexibility than two-column.
Shown below are three possible formats. a. Large scale photographs or illustrations which bleed off left and right side of page. Typography hangs from top of page in “rag” column treatment (unequal columns). Top and bottom alignment is overall theme.
b. White border margins used throughout. Several horizontal reference lines. Text confined in block area which echoes shape of % page photograph.
These publications are of a more traditional nature and are handled in a slightly more restrained manner. Serif typefaces are appropriate here as well as the occasional use of justified typography.
a. Two-column format with wide margins. All illustrations confined to width of text typography and positioned where appropriate to editorial matter.
b. Single-column format with wide measure text setting. All visual matter is displayed in margins and is combination of square finish and silhouette.
c. Horizontal white band at top to carry headings and captions. Single-column text setting with bleed photographs. Possible use of other refinements such as large scale numerals to designate chapters.

Stationery Guidelines

NASA Headquarters letterheads and envelopes are standard government sizes: 8%“x 11” (21.6 cm. x 27.9 cm.) letterheads and 41%" x 91%" (10.5 cm. x 24.1 cm.) #10 envelopes.
A5/16" (.79 cm.) cap height NASA logotype is always used in combination with 10/11 pt. Helvetica Light upper and lower case (large typography) and 7/8 pt. Helvetica Light upper and lower case (small typography). The U.S. Postal Service indicia on the envelope measures ¾" (1.9 cm.).
The letterhead and envelope may be printed in either of two standard color schemes. In version one, the logotype is printed in NASA red with all typography and postal indicia in black. In version two, the logotype, all typography and the postal indicia are printed in NASA warm gray.
NASA Center letterheads and envelopes are standard government sizes: 8 1/2" X 11" (21.6 cm. x 27.9 cm.) letterheads and 4 1/8" x 9 1/2" (10.5 cm.x 24.1 cm.) #10 envelopes.
A 5/16" (.79 cm.) cap height NASA logotype is always used in combination with 10/11 pt. Helvetica Light and/or Medium upper and Jower case (large typography) and 7/8 pt. Helvetica Light upper and lower case (small typography). The U.S. Postal Service indicia on the envelope measures¾" (1.9 cm.).
All standard government size large envelopes use a 5/16" (.79 cm.) cap height NASA logotype in combination with 10/11 pt. Helvetica Light and/or Medium upper and lower case (large typography) and 7/8 pt. Helvetica Light upper and lower case (small typography). The U.S. Postal Service indicia measures¾" (1.9 cm.).
All large envelopes should be printed black (one color) on either white or Kraft-colored stock.
NASA Headquarters and Center mailing labels measure 3" x 5" (7.6 cm. x 12.7 cm.) A¼" (.64 cm.) cap height NASA logotype is used in combination with 8/9 Helvetica Light and/or Medium upper and lower case( large typography) and 7/8 Helvetica Light upper and lower case (small typography) camera reduced to 52 (782 % of original). The U.S. Postal Service indicia on the envelope measures 5/a" (1.6 cm.).
Mailing labels may be printed in either of two standard color schemes. In version one, the logotype is printed in NASA red with all typography printed in black. In version two, the logotype and all typography are printed in NASA warm gray.
The illustration below shows the standard typing style for NASA letterheads and envelopes. The left margin in the typography at the top of the letterhead establishes the left typing margin. All typewritten information begins on this margin. Line spaces are to be used instead of paragraph indents.

Forms Guidelines

As a temporary or transitional measure the NASA logotype and identification is incorporated into existing forms in the manner shown below.
Redesign of the basic forms themselves will come at a later date.

Publications Guidelines

Publications constitute the largest communications output from NASA. It is in the best interests of NASA to maintain a visual consistency and high level of design excellence in all of its publications, whether they are large or small in their scope and in terms of the audiences they are intended to reach. A consistency must also exist in the way that NASA and NASA Centers identify themselves as originators of publications.
In this way, each publication itself becomes an important extension of NASA’s identity effort.
The guidelines set forth in this section are intended to be an aid in accomplishing a strong, integrated, consistent “family” of publications throughout NASA.
Because of the number and diverse nature of NASA’s publications, the guidelines are general for the most part. They are, however, specific with respect to certain elements of style, use of typography and use of the NASA logotype.
The NASA logotype and its attendant elements of style and identification are always a required element in any NASA publication. Somewhere in the publication full NASA identification must be shown in order to clarify the origin of the publication and to identify NASA.
This identification does not necessarily have to appear as part of a front cover design, although in many instances this approach seems appropriate. It may appear on the last page of a publication, or on the back cover. The goal is to insure that each publication issued by the agency is clearly identified and credited to NASA.
In some examples shown in this section, the NASA logotype has been used as a “stem-word” (NASA Activities, NASA Facts, etc.).
The stem-word technique is used only on permanent, regularly published documents, and requires advice from the NASA Graphics Coordinator at Headquarters.
Use of illustration & photography as either story telling or major graphic elements is a key in the design of NASA publications.
Simplicity, appropriateness and strength of composition is important in the successful handling of these elements, not technique alone as is sometimes believed and practiced.
The absence of detail and deliniation, or symbolic quality, in a cover illustration or photograph provokes interest and stimulates the reader to go to the inside of the publication for more information.
In the case of a technical diagram or story-telling illustration, correct detailing is absolutely necessary to accomplish the desired communication.
Always analyze the illustration in terms of the communication task it must accomplish. Then determine what technique to use, how realistic it must be, etc. Where possible, within the restrictions of budget and avaiIable material, keep your options open and utilize the best available photography and illustration talent. Make certain they are fully briefed on the task you are assigning to them and that they understand the broad communication goal of the project before beginning their work.
Typography and typographic design are the “architecture” of any publication. Based on the structure of typography, the various elements in a publication fall into their logical locations and relationships, forming in the end a harmonious sequence of visual events.
In this section are four pages devoted to recommended NASA type styles and sample settings of each. Each style has a specific reason for inclusion in the vocabulary and should be used accordingly.
The most important specific typographic style is derived from the elements of NASA identification and is composed of Helvetica Light and Helvetica Medium, upper and lower case. This should be the most used style in NASA publications because of its direct relationship to the NASA identification elements.
Recommended general elements of typographic style include flush left, ragged right column setting, bold face headlines and subheadlines and minimum one-point line spacing in text setting.
Government printing regulations relegate most NASA publications to a one or two color printing limitation. The exception to this rule occurs in certain special situations where the use of 4/color process printing is appropriate, desirable or necessary for the effective portrayal of a particular story.
When limited to one color printing, middle range to dark colors should be used to cover the normal range of reproduction and legibility requirements, including use of the NASA logotype.
When a second color is available for use with black, three options are presented. First, NASA red may be used to accentuate the NASA identification and to perform as an accent color in the publication design. Second, one of a range of bright, primary and secondary colors may be used to enhance the design or aid in the presentation of information. The use of pale, pastel colors is discouraged in all NASA publications. Third, NASA gray or another middle value gray or neutral color may be used as a second color for manufacturing “duo tones” or two-color half-tone renderings. In situations where black and white photography dominates, this technique tends to strengthen and deepen the photographic images, making them much more aesthetically pleasing than black half-tones.
In some special situations, 4/color process printing is available. NASA identification may be easily portrayed in color through the use of 4/color ben-day mixtures.
Review the information on color in section one of this manual.
Within the limitations of budget, availability and government printing standards, paper specifications for NASA publications should be directed toward high-quality non-absorbent (coated or non-coated) papers which provide good ink hold-out and do not produce fuzzy images as a result of their surface quality. Colors specified should not be in the pastel or faded color range, but rather bright primary and secondary colors and in the middle value range.
Sizes of NASA publications should, as a general rule, be determined on the basis of standard government printing sizes and capabilities.
Deviations from standard sizes should only be used in instances where the subject matter or the occasion demand a special treatment.
Most of the publications shown in this section are based on standard government printing sizes.
All of NASA’s publication requirements, especially in the booklet and brochure category, should utilize a vertical format unless the subject matter or occasion provides a compelling reason to deviate. Horizontal formats are normally clumsy to handle, more awkward to design and there is no appreciable gain in the total effect produced by using such a format.
Consult with the NASA Graphics Coordinator at Headquarters on questions of size and formats for NASA publications as well as any question generally or specifically related to these guidelines.

Signage Guidelines

Simple, functional, contemporary signs are an integral and effective part of the NASA Unified Visual Communications System. The sign demonstrations shown on these pages should serve as models when signs are being developed for a particular site, building, or facility. They are intended to provide general guidelines when NASA sign systems are being planned.
Signs function on many different levels, but their basic purpose is to communicate to a specific audience. They identify facilities, guide to a desired location, warn, notify, or announce something to the sign user.
This signage section is divided into two fundamental parts, exterior (6.1) and interior (6.2), but certain principals apply to both categories. The following points should be reviewed and considered at the inception of signing activity.
Employ a systems approach to signing. Begin by developing an overall plan of signage based on a logical sequence of events which includes: arriving at a facility, going to a specific building, then seeking a floor and room number. Relating the specific sign to a larger context will yield the best results. Also, categorize signs by functional types as a method of simplifying the overall signing task.
A sign should be thought of as a large-scale headline; therefore, language should be clear and concise. Brevity is desirable in order to communicate quickly, especially to drivers of vehicles.
Placement of the sign is very important. The sign should be placed for optimum viewing distance. It is good to test these conditions by creating mockup signs out of photostats and inexpensive materials, and thus determine their effectiveness before fabricating the finished product.
Consider environmental factors when developing signage. Weather conditions should determine the material selected and the fabrication technique. Color should be chosen based on the type of Sun conditions which prevail; i.e., a dark background with reversed (white) letters will be more legible against a bright desert sky.
Use consistent message formats to create a uniform look and coordinated sign program. NASA signs should employ the flush left, ragged right format as demonstrated on these pages.
Helvetica, the keystone typeface in the NASA Unified Visual Communications System, is used on all exterior and interior signs. The models shown in this signage section feature Helvetica Medium. Occasionally, such as on building directories, Helvetica Regular is used in combination with the Medium weight. Set large words in Display phototypography, optically spaced, and camera-enlarged to needed size. Remember to use “normal” rather than “tight” letterspacing for signage typography. Avoid hand lettering or other crude execution techniques.
Keep the signs simple. Avoid the use of borders or other types of artificial embellishment. These only serve to clutter the sign and lessen its effectiveness as a communication tool.
Signs should always be designed to integrate with the architectural setting. Choice of material, color, and size should be based on an awareness of the environment where the signs will be viewed. Effective signage is that which serves its basic utilitarian function while complementing the architectural scheme.
Consider flexibility when designing sign systems. Often a sign which has a modular capacity can be very economical in the long run. Several of the sign models shown here are modular in order to have a greater life span and be less expensive.
Choose materials according to longevity requirements, permanent versus temporary, and consider the cost-effectiveness of the material. Sometimes the material which seems to be a bargain does not turn out to be if the sign must constantly be replaced or refurbished.
Incorporate the NASA logotype where practical and appropriate. Site signs, temporary and permanent, should include NASA identification. Major buildings and Visitor Centers should be marked as well. This will create maximum exposure, and will strengthen the overall perception of the Agency. Use the grid drawing of the logotype (1.7) for large-scale use on signs.
Consider mounting techniques, especially for interior signage, which are simple and flexible; i.e., small plaques and signs can be affixed with foam tape which does not mar the surface.
In general, try to coordinate signage needs so that a number of signs can be produced at the same time. This will produce a better, more effective family of signs and will also be more cost-effective to the Agency.

Vehicle Marking Guidelines

The identification markings of all NASA owned or leased vehicles conform to GSA regulations regarding type sizes and the positioning of the identification on both front doors of the vehicle, or in a prominent location on the vehicle when the former is impractical.
Four elements comprise the standard vehicle identification configuration: the government use identification (¾"/1.9 cm cap height), the NASA logotype (3s"/7.9 cm cap height), the agency identificaton (1"/2.54 cm cap height), and the installation identification (1"/2.54 cm cap height).
The identification configurations are pre-spaced, dry-transfer, mylar lettering sheets. Because of the limited door-width of many vehicles, some installation names have been set up in two lines to fit within these restrictive spaces.
As a general rule, the identification configuration is applied on a flat surface as high as possible on the front doors of the vehicle avoiding sculptured edges, door handles, side-view mirrors, and other hardware. The configuration is visually centered laterally from the edges of the door, in the same approximate position on both doors.
Due to the wide variety of vehicles used by NASA, it may be necessary to make some adjustments in the application of the agency identification to accommodate chrome strips, door guards, etc. It is imperative in these instances to maintain the flush-left handling of the logotype and all typography.
In appropriate instances where space allows, as shown in various demonstrations on the following pages, the logotype may be separated from the identification configuration and used in a larger size elsewhere on the vehicle for a better display.
Most vehicles are marked in one of three color schemes: 1) black logo and typography on all light color vehicles up to a 40% value on a gray scale, 2) white logo and typography on all dark color vehicles darker than a 40% value on a gray scale, or 3) NASA red logo and black typography only on white vehicles.
Shown to the right is a 10-step gray scale showing values ranging from a 10% gray to a solid black. When marking vehicles where the color of the vehicle is in a middle-value range and it is uncertain whether the identification should be white or black, place this scale up to the color of vehicle in question to determine the value. The edge of one step on the gray scale should nearly disappear in juxtaposition with the color of the vehicle.
“Special” vehicles that require painting and offer high visibility to the general public (i.e. tractor-trailer vans, buses, etc.), should be painted in the white/blue scheme with a NASA red logotype, as shown on the following pages. Proposed designs for such vehicles should be submitted to the NASA Graphics Coordinator.
Two sizes of typography are available for application to large vehicles. For tractor-trailer vans (and vehicles of a similar scale), the cap height of the typography is 3%". For buses (and vehicles of a similar scale), the cap height of the typography is 2%, The agency name always remains in the two-line configuration and the center identification appears in one line positioned below the agency name at a distance of two-times the cap height, baseline to baseline. For example, on a tractor-trailer van, the cap height of the typography is 32" and the center name is positioned 7" below the second line of the agency name, baseline to baseline. When 2%" cap height type is used, the center name is positioned 52" below the second line of the agency name, baseline to baseline.
An intermediate size of 1 ¾" cap height typography is also available for intermediate size vehicles (tractors, trucks, vans, small buses, and vehicles of a similar scale) to be used with a 5" or larger logo.
A white vehicle provides an opportunity to utilize the logotype in NASA red with all other typography in black, as shown below (fig. a). The sizes and relationships of the identification configuration remain the same. Note that a red logo is used only on a white background for vehicles.
A “special” vehicle, intended to be more conspicuous to the general public, may be painted in the white/blue scheme shown below (fig. b). The vehicle is visually divided in half into a white stripe on top and a blue stripe on the bottom. (The specific contours of the car model often suggest where the division should be). The government use identification is black, the logotype is NASA red, and the agency and center identification is white. The flush-left handling of all elements is retained.
The color specifications for the white/ blue scheme (gloss enamels from the Federal Standard Color System) are as follows: White # 17886, Blue # 15102.
The illustrations below show the various sizes of the four elements that comprise the identification configuration and the approximate placement of the configuration on the door of the vehicle.
These marking configurations are prespaced, dry-transfer mylar letters. The center name, prepared in either one or two lines, is positioned 2" below the agency name as shown below. It may be necessary to adjust the positioning of the configuration to accommodate chrome molding, door guards, etc. that vary on most vehicles. It is imperative to retain the flush-left handling of all elements.
The small illustration below demonstrates the correct application of the configuration to the passenger door.
In appropriate instances, the NASA logotype may be separated from the identification configuration and positioned elsewhere on the vehicle or in a larger size. The remaining identification elements remain on the front doors of the vehicle.
The illustrations below show the various sizes of elements that comprise the identification configuration, sans the logotype, and the approximate placement of the configuration on the door of the vehicle. The 3%" cap height logotype appears elsewhere on the vehicle for a better display. Refer to the various demonstrations on the following page.
The small illustration below demonstrates the correct application of the configuration, sans the logotype, to the passenger door. All elements are flush-left.
The flexibility and variety of the NASA vehicle identification system is demonstrated in the seven illustrations below. The consistency within the system is achieved through the simple, clean application of the typography and the distinctive display of the logotype on the various vehicles.
a) Pick-up truck: On a color of light value, all identification is black. A 5" cap height logotype is used at the rear of the vehicle for a more prominent display. The typography on the door is adjusted to accommodate the contour edge of the vehicle while retaining the flush-left configuration.
b) Panel truck: On a color of dark value, all identification is white. Adequate space allows the logotype to be separated from the other identification and displayed in a larger size (8" cap height).
c) Panel truck with windows: The larger logotype (8" cap height) is separated from the other identification and aligns with the x-height of the first line of the configuration. All identification is white on a dark color vehicle.
d) Tractor-trailer van: This is an appropriate use of the white/blue scheme on a vehicle which may be frequently seen by the public. The cap height of the typography is 32" and the cap height of the logotype is 24" on this and other vehicles of this scale. An 18" logotype is available for smaller vans.
e) Bus: The white/blue scheme may also be appropriate here. The cap height of the typography is 2%" and the cap height of the logotype is 12 on this and other vehicles of this scale.
f) Truck: On trucks that require painting, the cab is white and the remainder of the vehicle is NASA warm gray. A standard configuration for a white vehicle is applied to the cab doors. The gloss enamels are from the Federal Standard Color System: White # 17886, Gray # 16165.
g) Station wagon: The standard size NASA red logotype (3s" cap height) is positioned at the rear of the white station wagon. The typography on the door retains the flush-left handling of the elements.
This is an example of a special purpose vehicle that offers wide exposure of the NASA Unified Visual Communications System to the general public. The design utilizes NASA red and warm gray with a large logotype.
While this specific vehicle design is distinct from the other vehicles shown on the previous pages, it has a similar “family” look due to the use of the Helvetica typefaces, the flush-left handling of the typography, the large display of the logotype and the relationships between the various elements.
A clean, simple look is desired in all such instances, emphasizing the logotype as the primary element identifying the vehicle to the agency. The name of the specific vehicle (i.e. Aerospace Education Unit) is on the second level of emphasis. The full agency and center name are in a small scale and subordinate to these two elements. The government use information remains on the front doors of the vehicle.

Uniform Guidelines

Personnel identification is an important facet of the NASA identification program. An embroidered patch incorporating the logotype is available for application on a wide variety of uniforms and clothing. Two patch designs, shown to the right, are available.
For general personnel, a white patch with a NASA Red logotype is available. This achieves the simplest and most effective identification on various types and colors of clothing that may include other badges or name tags. The patch is applied on the right front side of the garment approximately 1 ½" (3.8 cm) directly above the breast pocket or in a comparable position on garments without pockets. On a blazer (fig. e), the top edge of the patch aligns with the left breast pocket.
A few specific color recommendations are made for NASA uniforms: royal blue for flight suits; white for lab coats, hardhats, and helmets. A 7" wide (17.8 cm) logotype may be embroidered in NASA Red centered on the back of a white lab coat (fig. d). On a white hardhat or helmet, a 5" wide (12.7 cm) NASA Red decal of the logotype may be centered on the front (fig. g).
To distinguish emergency/security personnel (security guards, firemen, etc.) a distinctive NASA Red patch with a white border, white logotype and the installation identification in black is available. The name of the emergency/security service (i.e. Fire Department) appears in white centered within a smaller black patch that is positioned %" (.9 cm) under the red patch. This configuration is worn on both shoulders of the uniform, on both shirts (fig. f) and outer-jackets. A light blue shirt and hat with dark blue trousers or skirt is recommended.

Certificates And Awards Guidelines

The NASA seal is incorporated in the design of important certificates and awards. Those awards which are given for substantial service or performance and which are held in high esteem are designed in a more traditional style. Illustration (a) is an example of such an award.
contemporary style and may employ the NASA logotype as shown in the illustrations (b) and (c).
The length of the Federal Service Award shall consist of an Award Certificate and a Service Pin both of which will incorporate the NASA seal.
Merit certificates of a short-term or lesser rank can be designed in a more

Mission Patch Guidelines

Because of the relatively short duration of any specific mission and because of the unique personality of each of the patches, they should occupy their own visual space, separated from official NASA identification. In this way, the two elements are noncompetitive and the mission patch can achieve the emphasis it deserves.
Contact the graphics coordinator at NASA headquarters for advice and counsel on the use of mission patches.
Note that space has been used to separate the mission patch from the NASA logotype and signature.

Seal Usage Guidelines

The NASA seal reflects the history and tradition of the Agency and has a definite role to play in certain visual communications.
While the NASA logotype is used in all of the Agency’s day-to-day communications material, the seal should be reserved for use in connection with award presentations or formal events and activities which are ceremonial or traditional in nature.
The seal should never be used along with the NASA logotype. The two elements are intended for different purposes and are visually incompatible when seen side by side.
Contact the graphics coordinator at NASA headquarters for advice and counsel on the use of the seal.
This page contains camera-ready reproduction artwork for the NASA seal. This artwork may be reduced or enlarged photographically.
For additional supplies of reproduction art, contact the graphics coordinator at NASA Headquarters.

2009

Brand Summary

Mission

To achieve maximum communication of the agency’s program objectives, both internally and externally, through a unified visual communications system that symbolizes NASA’s progressive path in aeronautical research and space exploration [^1].

Core Values

unity
technological precision
pioneering achievement
excellence
innovation
clarity
consistency
future orientation [^2]

Target Audience

Internal NASA staff, external stakeholders, the general public, and audiences of NASA publications, vehicles, signage, and communications materials [^3].

Personality Traits

progressive
innovative
precise
unified
contemporary
future-oriented [^4]

Visual Identity Overview

NASA’s visual identity centers on a minimalistic, modern logotype with consistent use of Helvetica and other recommended typefaces, a warm shade of NASA red, and strict guidelines for logo usage, color palette, and layout. The identity emphasizes clarity, simplicity, and technological sophistication across all applications, including publications, signage, vehicles, uniforms, and awards [^5].

Categories

Brand Imagery

This logotype is the central element in NASA’s visual communications system. Through consistent and repetitive use as a signature device and design element in all of NASA’s visual communications, the logotype becomes a visual shorthand which identifies the Agency and symbolically embodies its activities, achievements and goals.
In the logotype, the letters N-A-S-A are reduced to their most simplified form. The strokes are all of one width, evoking the qualities of unity and technical precision. Elimination of cross-strokes in the two “A” letters imparts a vertical thrust to the logotype and lends it a quality of uniqueness and contemporary character.
The logotype should never be altered or distorted in any way. It must not be re-drawn, but rather reproduced photographically from reproduction artwork included in Section 2 of this manual.
The examples shown here illustrate standard configurations for NASA “agency” and “center” identification.
To identify the agency, as a total entity, the NASA logotype is shown in conjunction with the full agency name (National Aeronautics and Space Administration) as shown below. The lettering style used in the agency name is Helvetica Light, upper and lower case. The size of the agency name should relate to the size of the logotype as indicated.
To identify any of the NASA centers, the NASA logotype and full agency name is shown in conjunction with the full center name (John F. Kennedy Space Center) as shown below. The lettering style used in the center name is Helvetica Medium, upper and lower case. This bold lettering style assures that the center name receives primary emphasis even though it is always preceded by the agency name and accompanied by the NASA logotype.
Reproduction artwork for standard agency and center identification is included in Section 2 of this manual.

Color Palette

The correct color for use in the NASA logotype is shown below.
This warm shade of red is a very active color which brings a kinetic dimension to the letterforms. The color reflects the lively and futureoriented character of NASA.
NASA red should be used only when a second color is available and appropriate. It is intended to be used only on white or a light value neutral color background. NASA red should not be used with other bright saturated colors, or medium and dark value colors, as they will dilute the effectiveness and impact of the NASA red.
Further guidance for the use of the logotype in various color situations is contained on the following page. Also refer to the guidelines on color in the introduction of the publications section of this manual.
Against a white background the logotype may be shown in NASA red and black, black, or NASA warm gray.
Against a very light background, the logotype should be shown in black. The one exception to this would be the use of NASA red logotype in very light areas of four-color process reproduction.
Against a black or very dark color background, the logotype should always be shown in white.
The logotype should always be shown in white against a background of NASA red. The logotype should never be shown in NASA red against a black or very dark background.
Against a medium-value background, the logotype may be shown in either black or white, depending on which is more appropriate.
The logotype should never be shown in NASA red against a medium-value background.
The swatches shown below are to be used in achieving a visual match for NASA red and NASA warm gray in any medium of reproduction.
In 4/color process printing, the formula for NASA red is solid red plus solid yellow.
NASA Red. This swatch is to be used in achieving a visual match in any medium of reproduction including inks, paints, dyes or other pigments when NASA Red is specified.

Typography

Typography and typographic design are the “architecture” of any publication. Based on the structure of typography, the various elements in a publication fall into their logical locations and relationships, forming in the end a harmonious sequence of visual events.
In this section are four pages devoted to recommended NASA type styles and sample settings of each. Each style has a specific reason for inclusion in the vocabulary and should be used accordingly.
The most important specific typographic style is derived from the elements of NASA identification and is composed of Helvetica Light and Helvetica Medium, upper and lower case. This should be the most used style in NASA publications because of its direct relationship to the NASA identification elements.
Recommended general elements of typographic style include flush left, ragged right column setting, bold face headlines and subheadlines and minimum one-point line spacing in text setting.
Helvetica is the most important family of type in the NASA Unified Visual Communications System. Helvetica Light is used in combination with the logotype to form the fundamental elements of identification.
Headings which accompany Helvetica Light text settings are set in Helvetica Medium. In certain situations Helvetica Bold may be an appropriate alternative. Headings are set in upper and lower case.
In addition, this typeface can be used in numerous media and in a variety of situations to create a clean and contemporary visual program. The cursive san-serif letterforms make it extremely legible, even at very small sizes.
Futura is recommended for a number of reasons. The typeface is quite legible and is versatile enough for catalog listings as well as brochure applications. The precision letterforms have a technological character and make it a natural for certain NASA projects.
The Futura face is designed with a small x-height and will require special attention when specifying the size. In the comparison of typefaces enclosed in this section, you will note that 11 pt. Futura is comparable in appearance to 10 pt. Helvetica.
When the Futura face is being used, always specify Futura Demibold headings. Do not mix Helvetica Medium headings with Futura text settings.
Garamond is perhaps the finest of the “classical” typefaces. It has stood the test of time and proved itself to be as useful in contemporary design as it has been in more traditional applications.
The main virtues of Garamond include superior readability, handsome character, a distinctive Italic, and certain special refinements such as old style numerals.
Headings may be set in Helvetica Medium or Garamond Bold. Garamond Bold is not a particularly heavy weight and the designer must compensate by increasing the size of the headings or by using space around them.
Garamond is ideal for high quality publications or those of a more permanent nature. It functions very well in large volume settings and will sustain reader attention.
Times Roman is generally regarded as the best of the modern or transitional typefaces. It offers readability, character, and a certain utilitarian quality which makes it quite useful in publication design. It is designed with a large x-height which makes it legible at small sizes.
Times Roman is recommended for newsletters, house organs and other news-oriented publications. This typeface is appropriate for large volume settings as the reader does not tire of the appearance.
The entire family of Times Roman, including Italic and Bold, gives the designer a practical typeface to solve certain complicated problems.
Headings may be set in Helvetica Medium or in Times Roman Bold.

Logo Usage

The logotype should never be altered or distorted in any way. It must not be re-drawn, but rather reproduced photographically from reproduction artwork included in Section 2 of this manual.
The logotype is designed as solid stroke letterforms, to be shown freestanding horizontally against a solid neutral background.
The logotype must not be altered or distorted in any way. The effectiveness of the logotype depends on consistently correct useage as outlined in this manual.
The examples shown below illustrate some incorrect uses of the logotype.
1. The letterforms in the logotype must never be broken by a superimposed pattern. 2. The logotype must never be placed within another solid shape, such as a circle. 3. The logotype must never be placed within another outline shape, such as a box. 4. The logotype should never be shown as outlined letterforms. 6. The logotype should never be photographically distorted in any way. 7. The logotype should never be shown in light benday screen against a white background. It should always be shown in solid black, solid warm gray or solid NASA red. 8. The logotype should never be shown as a benday screen of a dark background color. It should always appear in white.
1. The logotype should never be 9. The logotype should never be shown with shadows projected from shown on a vertical axis. It is dethe letterforms or with letterforms signed to rest on its horizontal basepartially outlined. line.
The NASA logotype should be reproduced photographically whenever possible. However, for large applications such as signage, the logo may be reproduced using this grid drawing as an accurate guide. To achieve the best reproduction, care should be taken to maintain the correct proportion, stroke-width, and curves of the logotype. Note that 3 units of the grid are equal to the vertical stroke width.
Contact the NASA Graphics Coordinator for advice and counsel on problems related to reproducing the NASA logotype at large sizes.
The correct color for use in the NASA logotype is shown below.
NASA red should be used only when a second color is available and appropriate. It is intended to be used only on white or a light value neutral color background. NASA red should not be used with other bright saturated colors, or medium and dark value colors, as they will dilute the effectiveness and impact of the NASA red.
Further guidance for the use of the logotype in various color situations is contained on the following page. Also refer to the guidelines on color in the introduction of the publications section of this manual.
Against a white background the logotype may be shown in NASA red and black, black, or NASA warm gray.
Against a very light background, the logotype should be shown in black. The one exception to this would be the use of NASA red logotype in very light areas of four-color process reproduction.
Against a black or very dark color background, the logotype should always be shown in white.
The logotype should always be shown in white against a background of NASA red. The logotype should never be shown in NASA red against a black or very dark background.
Against a medium-value background, the logotype may be shown in either black or white, depending on which is more appropriate.
The logotype should never be shown in NASA red against a medium-value background.
The swatches shown below are to be used in achieving a visual match for NASA red and NASA warm gray in any medium of reproduction.
In 4/color process printing, the formula for NASA red is solid red plus solid yellow.

Tone And Messaging

This manual is a reference book for NASA designers. It is the official policy document regarding NASA identification (use of logotype), communication in general and sets the tone and level of quality for all NASA graphics.
Through consistent and repetitive use as a signature device and design element in all of NASA’s visual communications, the logotype becomes a visual shorthand which identifies the Agency and symbolically embodies its activities, achievements and goals.
The logotype should never be altered or distorted in any way. It must not be re-drawn, but rather reproduced photographically from reproduction artwork included in Section 2 of this manual.

Visual Style

The logotype should never be altered or distorted in any way. It must not be re-drawn, but rather reproduced photographically from reproduction artwork included in Section 2 of this manual.
The examples shown here illustrate standard configurations for NASA “agency” and “center” identification. Agency Identification To identify the agency, as a total entity, the NASA logotype is shown in conjunction with the full agency name (National Aeronautics and Space Administration) as shown below. The lettering style used in the agency name is Helvetica Light, upper and lower case. The size of the agency name should relate to the size of the logotype as indicated. Center Identification To identify any of the NASA centers, the NASA logotype and full agency name is shown in conjunction with the full center name (John F. Kennedy Space Center) as shown below. The lettering style used in the center name is Helvetica Medium, upper and lower case. This bold lettering style assures that the center name receives primary emphasis even though it is always preceded by the agency name and accompanied by the NASA logotype. Reproduction artwork for standard agency and center identification is included in Section 2 of this manual.

Layout And Composition

A grid is a predetermined understructure which the designer can employ to give a publication cohesive style and character. It is a great organizer of material and as such will save countless man hours in execution. It will also help bring continuity to various diverse publications.
There are a multitude of grids which can be developed and used by the designer. In the illustration below we explore the rudiments of a grid and its application to a hypothetical publication.
1. Starting with the overall size of the publication, a designer analyzes the type of information, photographs, captions, etc. which are required.
1. The grid is applied to the double-spread—it will determine all margins, gutters, folio placement, etc. In this case a 2-column grid is demonstrated.
1. The designer can now begin to block in the various elements such as headlines, columns of text typography, photographs, captions and folios. This approach can be applied to the entire publication, including its cover. (Folio placement should always be in the outside margins.)
It is possible and desirable to use the interior grid to make a more successful cover design, one that looks like it “belongs” to the publication it houses.
It is therefore advisable to solve the publication design as a whole, rather than attempting to execute the cover out of context. Once the interior attitude has been determined it is possible to relate this back to the cover.
a. Grid based on alignment with square image on front cover. Headlines at top of page.
b. Grid which has all headlines and text “hanging” from top of page. Photographs at bottom.
c. Grid which has a symmetrical center line from which text and photographs break up and down.
It is advisable to use one-column formats in small brochures and folders. Grids which can be employed are numerous and three are shown below.
a. Headings align at top of page. Text and illustrations occupy major portion of page. Captions are positioned in double margin space across bottom of brochure.
b. Headings and text align at top of page. Photographs on separate track at bottom of page with captions above.
c. Headings and captions align at top of page. Text is confined to bottom half of page. Photographs are full bleed pages.
In general, two-column formats will function best for this category of publications. Because of the technical nature of these publications it is best to use most of the space on the page. Some relief from the volume of type is desirable as indicated in the formats below.
a. White band across top of page functions as “breathing space.” This area might incorporate folios and an occasional important headline.
b. Top to bottom use of space but with some open areas of illustration, diagrams, etc. Outline boxes should be used around all technical diagrams. Rules are employed to separate articles.
c. Top alignment of headings and text. Single page has been divided into 6 equal rectangles. Captions are positioned under photographs.
The examples shown on this page are models for news publications. There are other grids which can be developed depending on the characteristics of a specific publication. Most publications of this type have a great number of articles, photographs and captions to be displayed and a good underlying grid can be very valuable.
a. Employs a two-column format. Uses a bracket device to isolate photographs and captions which are complete in themselves—not relating to specific article.
b. Uses a three-column grid. Rule motif is used to isolate photo essays. Photographs always positioned at top or bottom of page.
c. Large scale use of photography in a three-column format. Photographs positioned in loose configurations.
Generally speaking, the formats should enjoy more open space and project a spirit of freedom rather than confinement. Three-column formats will create more movement and flexibility than two-column.
Shown below are three possible formats. a. Large scale photographs or illustrations which bleed off left and right side of page. Typography hangs from top of page in “rag” column treatment (unequal columns). Top and bottom alignment is overall theme.
b. White border margins used throughout. Several horizontal reference lines. Text confined in block area which echoes shape of % page photograph.
These publications are of a more traditional nature and are handled in a slightly more restrained manner. Serif typefaces are appropriate here as well as the occasional use of justified typography.
a. Two-column format with wide margins. All illustrations confined to width of text typography and positioned where appropriate to editorial matter.
b. Single-column format with wide measure text setting. All visual matter is displayed in margins and is combination of square finish and silhouette.
c. Horizontal white band at top to carry headings and captions. Single-column text setting with bleed photographs. Possible use of other refinements such as large scale numerals to designate chapters.

Stationery Guidelines

NASA Headquarters letterheads and envelopes are standard government sizes: 8%“x 11” (21.6 cm. x 27.9 cm.) letterheads and 41%" x 91%" (10.5 cm. x 24.1 cm.) #10 envelopes.
A5/16" (.79 cm.) cap height NASA logotype is always used in combination with 10/11 pt. Helvetica Light upper and lower case (large typography) and 7/8 pt. Helvetica Light upper and lower case (small typography). The U.S. Postal Service indicia on the envelope measures ¾" (1.9 cm.).
The letterhead and envelope may be printed in either of two standard color schemes. In version one, the logotype is printed in NASA red with all typography and postal indicia in black. In version two, the logotype, all typography and the postal indicia are printed in NASA warm gray.
NASA Center letterheads and envelopes are standard government sizes: 8 1/2" X 11" (21.6 cm. x 27.9 cm.) letterheads and 4 1/8" x 9 1/2" (10.5 cm.x 24.1 cm.) #10 envelopes.
A 5/16" (.79 cm.) cap height NASA logotype is always used in combination with 10/11 pt. Helvetica Light and/or Medium upper and Jower case (large typography) and 7/8 pt. Helvetica Light upper and lower case (small typography). The U.S. Postal Service indicia on the envelope measures¾" (1.9 cm.).
All standard government size large envelopes use a 5/16" (.79 cm.) cap height NASA logotype in combination with 10/11 pt. Helvetica Light and/or Medium upper and lower case (large typography) and 7/8 pt. Helvetica Light upper and lower case (small typography). The U.S. Postal Service indicia measures¾" (1.9 cm.).
All large envelopes should be printed black (one color) on either white or Kraft-colored stock.
NASA Headquarters and Center mailing labels measure 3" x 5" (7.6 cm. x 12.7 cm.) A¼" (.64 cm.) cap height NASA logotype is used in combination with 8/9 Helvetica Light and/or Medium upper and lower case( large typography) and 7/8 Helvetica Light upper and lower case (small typography) camera reduced to 52 (782 % of original). The U.S. Postal Service indicia on the envelope measures 5/a" (1.6 cm.).
Mailing labels may be printed in either of two standard color schemes. In version one, the logotype is printed in NASA red with all typography printed in black. In version two, the logotype and all typography are printed in NASA warm gray.
The illustration below shows the standard typing style for NASA letterheads and envelopes. The left margin in the typography at the top of the letterhead establishes the left typing margin. All typewritten information begins on this margin. Line spaces are to be used instead of paragraph indents.

Forms Guidelines

As a temporary or transitional measure the NASA logotype and identification is incorporated into existing forms in the manner shown below.
Redesign of the basic forms themselves will come at a later date.

Publications Guidelines

Publications constitute the largest communications output from NASA. It is in the best interests of NASA to maintain a visual consistency and high level of design excellence in all of its publications, whether they are large or small in their scope and in terms of the audiences they are intended to reach. A consistency must also exist in the way that NASA and NASA Centers identify themselves as originators of publications.
In this way, each publication itself becomes an important extension of NASA’s identity effort.
The guidelines set forth in this section are intended to be an aid in accomplishing a strong, integrated, consistent “family” of publications throughout NASA.
Because of the number and diverse nature of NASA’s publications, the guidelines are general for the most part. They are, however, specific with respect to certain elements of style, use of typography and use of the NASA logotype.
The NASA logotype and its attendant elements of style and identification are always a required element in any NASA publication. Somewhere in the publication full NASA identification must be shown in order to clarify the origin of the publication and to identify NASA.
This identification does not necessarily have to appear as part of a front cover design, although in many instances this approach seems appropriate. It may appear on the last page of a publication, or on the back cover. The goal is to insure that each publication issued by the agency is clearly identified and credited to NASA.
In some examples shown in this section, the NASA logotype has been used as a “stem-word” (NASA Activities, NASA Facts, etc.).
The stem-word technique is used only on permanent, regularly published documents, and requires advice from the NASA Graphics Coordinator at Headquarters.
Use of illustration & photography as either story telling or major graphic elements is a key in the design of NASA publications.
Simplicity, appropriateness and strength of composition is important in the successful handling of these elements, not technique alone as is sometimes believed and practiced.
The absence of detail and deliniation, or symbolic quality, in a cover illustration or photograph provokes interest and stimulates the reader to go to the inside of the publication for more information.
In the case of a technical diagram or story-telling illustration, correct detailing is absolutely necessary to accomplish the desired communication.
Always analyze the illustration in terms of the communication task it must accomplish. Then determine what technique to use, how realistic it must be, etc. Where possible, within the restrictions of budget and avaiIable material, keep your options open and utilize the best available photography and illustration talent. Make certain they are fully briefed on the task you are assigning to them and that they understand the broad communication goal of the project before beginning their work.
Typography and typographic design are the “architecture” of any publication. Based on the structure of typography, the various elements in a publication fall into their logical locations and relationships, forming in the end a harmonious sequence of visual events.
In this section are four pages devoted to recommended NASA type styles and sample settings of each. Each style has a specific reason for inclusion in the vocabulary and should be used accordingly.
The most important specific typographic style is derived from the elements of NASA identification and is composed of Helvetica Light and Helvetica Medium, upper and lower case. This should be the most used style in NASA publications because of its direct relationship to the NASA identification elements.
Recommended general elements of typographic style include flush left, ragged right column setting, bold face headlines and subheadlines and minimum one-point line spacing in text setting.
Government printing regulations relegate most NASA publications to a one or two color printing limitation. The exception to this rule occurs in certain special situations where the use of 4/color process printing is appropriate, desirable or necessary for the effective portrayal of a particular story.
When limited to one color printing, middle range to dark colors should be used to cover the normal range of reproduction and legibility requirements, including use of the NASA logotype.
When a second color is available for use with black, three options are presented. First, NASA red may be used to accentuate the NASA identification and to perform as an accent color in the publication design. Second, one of a range of bright, primary and secondary colors may be used to enhance the design or aid in the presentation of information. The use of pale, pastel colors is discouraged in all NASA publications. Third, NASA gray or another middle value gray or neutral color may be used as a second color for manufacturing “duo tones” or two-color half-tone renderings. In situations where black and white photography dominates, this technique tends to strengthen and deepen the photographic images, making them much more aesthetically pleasing than black half-tones.
In some special situations, 4/color process printing is available. NASA identification may be easily portrayed in color through the use of 4/color ben-day mixtures.
Review the information on color in section one of this manual.
Within the limitations of budget, availability and government printing standards, paper specifications for NASA publications should be directed toward high-quality non-absorbent (coated or non-coated) papers which provide good ink hold-out and do not produce fuzzy images as a result of their surface quality. Colors specified should not be in the pastel or faded color range, but rather bright primary and secondary colors and in the middle value range.
Sizes of NASA publications should, as a general rule, be determined on the basis of standard government printing sizes and capabilities.
Deviations from standard sizes should only be used in instances where the subject matter or the occasion demand a special treatment.
Most of the publications shown in this section are based on standard government printing sizes.
All of NASA’s publication requirements, especially in the booklet and brochure category, should utilize a vertical format unless the subject matter or occasion provides a compelling reason to deviate. Horizontal formats are normally clumsy to handle, more awkward to design and there is no appreciable gain in the total effect produced by using such a format.
Consult with the NASA Graphics Coordinator at Headquarters on questions of size and formats for NASA publications as well as any question generally or specifically related to these guidelines.

Signage Guidelines

Simple, functional, contemporary signs are an integral and effective part of the NASA Unified Visual Communications System. The sign demonstrations shown on these pages should serve as models when signs are being developed for a particular site, building, or facility. They are intended to provide general guidelines when NASA sign systems are being planned.
Signs function on many different levels, but their basic purpose is to communicate to a specific audience. They identify facilities, guide to a desired location, warn, notify, or announce something to the sign user.
This signage section is divided into two fundamental parts, exterior (6.1) and interior (6.2), but certain principals apply to both categories. The following points should be reviewed and considered at the inception of signing activity.
Employ a systems approach to signing. Begin by developing an overall plan of signage based on a logical sequence of events which includes: arriving at a facility, going to a specific building, then seeking a floor and room number. Relating the specific sign to a larger context will yield the best results. Also, categorize signs by functional types as a method of simplifying the overall signing task.
A sign should be thought of as a large-scale headline; therefore, language should be clear and concise. Brevity is desirable in order to communicate quickly, especially to drivers of vehicles.
Placement of the sign is very important. The sign should be placed for optimum viewing distance. It is good to test these conditions by creating mockup signs out of photostats and inexpensive materials, and thus determine their effectiveness before fabricating the finished product.
Consider environmental factors when developing signage. Weather conditions should determine the material selected and the fabrication technique. Color should be chosen based on the type of Sun conditions which prevail; i.e., a dark background with reversed (white) letters will be more legible against a bright desert sky.
Use consistent message formats to create a uniform look and coordinated sign program. NASA signs should employ the flush left, ragged right format as demonstrated on these pages.
Helvetica, the keystone typeface in the NASA Unified Visual Communications System, is used on all exterior and interior signs. The models shown in this signage section feature Helvetica Medium. Occasionally, such as on building directories, Helvetica Regular is used in combination with the Medium weight. Set large words in Display phototypography, optically spaced, and camera-enlarged to needed size. Remember to use “normal” rather than “tight” letterspacing for signage typography. Avoid hand lettering or other crude execution techniques.
Keep the signs simple. Avoid the use of borders or other types of artificial embellishment. These only serve to clutter the sign and lessen its effectiveness as a communication tool.
Signs should always be designed to integrate with the architectural setting. Choice of material, color, and size should be based on an awareness of the environment where the signs will be viewed. Effective signage is that which serves its basic utilitarian function while complementing the architectural scheme.
Consider flexibility when designing sign systems. Often a sign which has a modular capacity can be very economical in the long run. Several of the sign models shown here are modular in order to have a greater life span and be less expensive.
Choose materials according to longevity requirements, permanent versus temporary, and consider the cost-effectiveness of the material. Sometimes the material which seems to be a bargain does not turn out to be if the sign must constantly be replaced or refurbished.
Incorporate the NASA logotype where practical and appropriate. Site signs, temporary and permanent, should include NASA identification. Major buildings and Visitor Centers should be marked as well. This will create maximum exposure, and will strengthen the overall perception of the Agency. Use the grid drawing of the logotype (1.7) for large-scale use on signs.
Consider mounting techniques, especially for interior signage, which are simple and flexible; i.e., small plaques and signs can be affixed with foam tape which does not mar the surface.
In general, try to coordinate signage needs so that a number of signs can be produced at the same time. This will produce a better, more effective family of signs and will also be more cost-effective to the Agency.

Vehicle Marking Guidelines

The identification markings of all NASA owned or leased vehicles conform to GSA regulations regarding type sizes and the positioning of the identification on both front doors of the vehicle, or in a prominent location on the vehicle when the former is impractical.
Four elements comprise the standard vehicle identification configuration: the government use identification (¾"/1.9 cm cap height), the NASA logotype (3s"/7.9 cm cap height), the agency identificaton (1"/2.54 cm cap height), and the installation identification (1"/2.54 cm cap height).
The identification configurations are pre-spaced, dry-transfer, mylar lettering sheets. Because of the limited door-width of many vehicles, some installation names have been set up in two lines to fit within these restrictive spaces.
As a general rule, the identification configuration is applied on a flat surface as high as possible on the front doors of the vehicle avoiding sculptured edges, door handles, side-view mirrors, and other hardware. The configuration is visually centered laterally from the edges of the door, in the same approximate position on both doors.
Due to the wide variety of vehicles used by NASA, it may be necessary to make some adjustments in the application of the agency identification to accommodate chrome strips, door guards, etc. It is imperative in these instances to maintain the flush-left handling of the logotype and all typography.
In appropriate instances where space allows, as shown in various demonstrations on the following pages, the logotype may be separated from the identification configuration and used in a larger size elsewhere on the vehicle for a better display.
Most vehicles are marked in one of three color schemes: 1) black logo and typography on all light color vehicles up to a 40% value on a gray scale, 2) white logo and typography on all dark color vehicles darker than a 40% value on a gray scale, or 3) NASA red logo and black typography only on white vehicles.
Shown to the right is a 10-step gray scale showing values ranging from a 10% gray to a solid black. When marking vehicles where the color of the vehicle is in a middle-value range and it is uncertain whether the identification should be white or black, place this scale up to the color of vehicle in question to determine the value. The edge of one step on the gray scale should nearly disappear in juxtaposition with the color of the vehicle.
“Special” vehicles that require painting and offer high visibility to the general public (i.e. tractor-trailer vans, buses, etc.), should be painted in the white/blue scheme with a NASA red logotype, as shown on the following pages. Proposed designs for such vehicles should be submitted to the NASA Graphics Coordinator.
Two sizes of typography are available for application to large vehicles. For tractor-trailer vans (and vehicles of a similar scale), the cap height of the typography is 3%". For buses (and vehicles of a similar scale), the cap height of the typography is 2%, The agency name always remains in the two-line configuration and the center identification appears in one line positioned below the agency name at a distance of two-times the cap height, baseline to baseline. For example, on a tractor-trailer van, the cap height of the typography is 32" and the center name is positioned 7" below the second line of the agency name, baseline to baseline. When 2%" cap height type is used, the center name is positioned 52" below the second line of the agency name, baseline to baseline.
An intermediate size of 1 ¾" cap height typography is also available for intermediate size vehicles (tractors, trucks, vans, small buses, and vehicles of a similar scale) to be used with a 5" or larger logo.
A white vehicle provides an opportunity to utilize the logotype in NASA red with all other typography in black, as shown below (fig. a). The sizes and relationships of the identification configuration remain the same. Note that a red logo is used only on a white background for vehicles.
A “special” vehicle, intended to be more conspicuous to the general public, may be painted in the white/blue scheme shown below (fig. b). The vehicle is visually divided in half into a white stripe on top and a blue stripe on the bottom. (The specific contours of the car model often suggest where the division should be). The government use identification is black, the logotype is NASA red, and the agency and center identification is white. The flush-left handling of all elements is retained.
The color specifications for the white/ blue scheme (gloss enamels from the Federal Standard Color System) are as follows: White # 17886, Blue # 15102.
The illustrations below show the various sizes of the four elements that comprise the identification configuration and the approximate placement of the configuration on the door of the vehicle.
These marking configurations are prespaced, dry-transfer mylar letters. The center name, prepared in either one or two lines, is positioned 2" below the agency name as shown below. It may be necessary to adjust the positioning of the configuration to accommodate chrome molding, door guards, etc. that vary on most vehicles. It is imperative to retain the flush-left handling of all elements.
The small illustration below demonstrates the correct application of the configuration to the passenger door.
In appropriate instances, the NASA logotype may be separated from the identification configuration and positioned elsewhere on the vehicle or in a larger size. The remaining identification elements remain on the front doors of the vehicle.
The illustrations below show the various sizes of elements that comprise the identification configuration, sans the logotype, and the approximate placement of the configuration on the door of the vehicle. The 3%" cap height logotype appears elsewhere on the vehicle for a better display. Refer to the various demonstrations on the following page.
The small illustration below demonstrates the correct application of the configuration, sans the logotype, to the passenger door. All elements are flush-left.
The flexibility and variety of the NASA vehicle identification system is demonstrated in the seven illustrations below. The consistency within the system is achieved through the simple, clean application of the typography and the distinctive display of the logotype on the various vehicles.
a) Pick-up truck: On a color of light value, all identification is black. A 5" cap height logotype is used at the rear of the vehicle for a more prominent display. The typography on the door is adjusted to accommodate the contour edge of the vehicle while retaining the flush-left configuration.
b) Panel truck: On a color of dark value, all identification is white. Adequate space allows the logotype to be separated from the other identification and displayed in a larger size (8" cap height).
c) Panel truck with windows: The larger logotype (8" cap height) is separated from the other identification and aligns with the x-height of the first line of the configuration. All identification is white on a dark color vehicle.
d) Tractor-trailer van: This is an appropriate use of the white/blue scheme on a vehicle which may be frequently seen by the public. The cap height of the typography is 32" and the cap height of the logotype is 24" on this and other vehicles of this scale. An 18" logotype is available for smaller vans.
e) Bus: The white/blue scheme may also be appropriate here. The cap height of the typography is 2%" and the cap height of the logotype is 12 on this and other vehicles of this scale.
f) Truck: On trucks that require painting, the cab is white and the remainder of the vehicle is NASA warm gray. A standard configuration for a white vehicle is applied to the cab doors. The gloss enamels are from the Federal Standard Color System: White # 17886, Gray # 16165.
g) Station wagon: The standard size NASA red logotype (3s" cap height) is positioned at the rear of the white station wagon. The typography on the door retains the flush-left handling of the elements.
This is an example of a special purpose vehicle that offers wide exposure of the NASA Unified Visual Communications System to the general public. The design utilizes NASA red and warm gray with a large logotype.
While this specific vehicle design is distinct from the other vehicles shown on the previous pages, it has a similar “family” look due to the use of the Helvetica typefaces, the flush-left handling of the typography, the large display of the logotype and the relationships between the various elements.
A clean, simple look is desired in all such instances, emphasizing the logotype as the primary element identifying the vehicle to the agency. The name of the specific vehicle (i.e. Aerospace Education Unit) is on the second level of emphasis. The full agency and center name are in a small scale and subordinate to these two elements. The government use information remains on the front doors of the vehicle.

Uniform Guidelines

Personnel identification is an important facet of the NASA identification program. An embroidered patch incorporating the logotype is available for application on a wide variety of uniforms and clothing. Two patch designs, shown to the right, are available.
For general personnel, a white patch with a NASA Red logotype is available. This achieves the simplest and most effective identification on various types and colors of clothing that may include other badges or name tags. The patch is applied on the right front side of the garment approximately 1 ½" (3.8 cm) directly above the breast pocket or in a comparable position on garments without pockets. On a blazer (fig. e), the top edge of the patch aligns with the left breast pocket.
A few specific color recommendations are made for NASA uniforms: royal blue for flight suits; white for lab coats, hardhats, and helmets. A 7" wide (17.8 cm) logotype may be embroidered in NASA Red centered on the back of a white lab coat (fig. d). On a white hardhat or helmet, a 5" wide (12.7 cm) NASA Red decal of the logotype may be centered on the front (fig. g).
To distinguish emergency/security personnel (security guards, firemen, etc.) a distinctive NASA Red patch with a white border, white logotype and the installation identification in black is available. The name of the emergency/security service (i.e. Fire Department) appears in white centered within a smaller black patch that is positioned %" (.9 cm) under the red patch. This configuration is worn on both shoulders of the uniform, on both shirts (fig. f) and outer-jackets. A light blue shirt and hat with dark blue trousers or skirt is recommended.

Certificates And Awards Guidelines

The NASA seal is incorporated in the design of important certificates and awards. Those awards which are given for substantial service or performance and which are held in high esteem are designed in a more traditional style. Illustration (a) is an example of such an award.
contemporary style and may employ the NASA logotype as shown in the illustrations (b) and (c).
The length of the Federal Service Award shall consist of an Award Certificate and a Service Pin both of which will incorporate the NASA seal.
Merit certificates of a short-term or lesser rank can be designed in a more

Mission Patch Guidelines

Because of the relatively short duration of any specific mission and because of the unique personality of each of the patches, they should occupy their own visual space, separated from official NASA identification. In this way, the two elements are noncompetitive and the mission patch can achieve the emphasis it deserves.
Contact the graphics coordinator at NASA headquarters for advice and counsel on the use of mission patches.
Note that space has been used to separate the mission patch from the NASA logotype and signature.

Seal Usage Guidelines

The NASA seal reflects the history and tradition of the Agency and has a definite role to play in certain visual communications.
While the NASA logotype is used in all of the Agency’s day-to-day communications material, the seal should be reserved for use in connection with award presentations or formal events and activities which are ceremonial or traditional in nature.
The seal should never be used along with the NASA logotype. The two elements are intended for different purposes and are visually incompatible when seen side by side.
Contact the graphics coordinator at NASA headquarters for advice and counsel on the use of the seal.
This page contains camera-ready reproduction artwork for the NASA seal. This artwork may be reduced or enlarged photographically.
For additional supplies of reproduction art, contact the graphics coordinator at NASA Headquarters.

2006

Brand Summary

Mission

The goal of this Style Guide is to establish a clear, consistent and unique visual identity for NASA. The visual identity builds on NASA’s brand by combining the most recognized existing elements—our name and insignia—with progressive elements and messages. Uniform graphic elements and messages provide the framework for establishing a visual identity. In turn, designers can use this architecture to create materials that enhance public knowledge of NASA’s work [^1].

Core Values

clarity
consistency
innovation
public knowledge
integrity

Target Audience

Internal audiences are defined as NASA employees and contractors. All others are considered external audiences (i.e., media, general public, schools and universities, conferences, as well as federal, state and local government entities) [^2].

Personality Traits

professional
technological
innovative
minimalistic
educational

Visual Identity Overview

NASA’s visual identity is built around its insignia (the ‘meatball’), strict logo usage, Helvetica and Garamond typefaces, a defined color palette (NASA Red, NASA Blue, NASA Grey, NASA Silver, NASA Black), clean and minimalistic layouts, dynamic and engaging imagery, and consistent placement of branding elements across all communications materials [^3].

Categories

Brand Imagery

Remember the human element whenever possible.
Energize images with dynamic cropping.
Avoid stagnant shots of buildings and machinery. Instead, depict these items in a manner that conveys what makes them innovative and exciting.
No name brand consumer products may be shown in any NASA publication without prior written agreement by the Assistant Administrator for Public Affairs or designee.
Avoid overlapping the edges of images. Refer to page 13 for guidelines regarding designs using multiple images.
Arrangements of multiple images are permitted when the graphic elements function both as separate images and as part of a whole piece-clear, elegant, unified. A successful design relies on images presented with simple and clean lines.
Multiple Image Guidelines: Do … » Choose professional-quality images » Use closely-cropped photos » Select clear images » Use simple and clean lines Do Not … » Use extreme overlapping of image edges » Use excessive superimposing of images » Create busy and disorganized designs » Use unclear themes » Select competing, rather than complementary, content

Color Palette

The NASA insignia has three variations: a full-color insignia, a one-color insignia and a one-color insignia with a white rule. Select the most appropriate of the three variations of the insignia based on production requirements, media qualities, visibility and proper usage (see pp. 44-47).
The full-color insignia can never appear with a white rule.
The NASA insignia colors may not be used when creating other logos (see pp. 29-31 ).
The full-color NASA insignia can be produced in the PANTONE® process or by the RGB color formulas given below. A full-color insignia may appear on a white, grey (PANTONE 423 or lighter), silver (PANTONE 877 or metallic) or black background. The full-color insignia may only be used on a full-color photograph if placed in a solid black, white or grey area.
NASA Color Insignia Colors PANTONE® 185 Process 0C,100M, 100Y, OK RGB 252R, 61G, 33B PANTONE® 286 Process 1OOC, O6OM, OY, OK RGB 11R, 61G, 145B
NASA Color Insignia Background Colors PANTONE® Cool Grey 9 Process SC, 3M, OY, SOK RGB 121R, 121G, 124B PANTONE® 877 Metallic Silver No process or RGB color substitution available. PANTONE® Black 6 Process 60C, 40M, 20Y, 100K RGB OR, OG, OB
The one-color insignia consists of percentages ranging from 100 percent to 30 percent of an appropriate color. >The vector top is 30 percent of the color. >Thevector bottom is a gradient ranging from 100 percent to 30 percent. >The sphere is 100 percent of the color. The percentages may not be altered and should always be clearly visible when placed on any background.
Choose insignia and background colors that combine to show the vector top, vector bottom and sphere clearly.
On light-color backgrounds, use the one-color insignia. The one-color insignia should be rendered in the darkest color available and appear on a uniform area of the background.
On medium-color backgrounds, use either the one-color insignia or the one-color insignia with white rule. All insignias should appear on a uniform area of the background. The vector top, vector bottom and sphere must remain clearly visible against the background.
On dark-color backgrounds, use the one-color insignia with white rule. The insignia must be rendered in the same color as the background and should appear on a uniform area of the background.
Never change the original colors of the full-color insignia.
Never add other colors to any elements of the one-color insignia.

Typography

Typeface for headlines, subheads and call-outs should be Helvetica. Typeface for body text should be Helvetica or Garamond. If Helvetica is unavailable, Arial may be used as a replacement.
Three-dimensional typeface treatments are not acceptable. Shadowing may only be used for purposes of legibility and not to add dimension.
When creating educational material for middle-school or younger students, audience-specific fonts may be used for both the headlines and the body text. Below are the approved fonts: Comic Sans, Smile, Typewriter, Kidprint.
Arial may be used when Helvetica is unavailable.
Vertical type must appear in Helvetica, or Arial if Helvetica is unavailable.
Vertical text must be placed on the right so that the type’s lowercase ligatures are centered under the insignia.
Use lowercase letters for the text. The only exception is for acronyms, which must be all uppercase.
Vertical type may not violate the insignia’s protected space.
Horizonal headlines may not use the lowercase style of vertical headlines.
A vertical headline may not be more than one line of text, and the text must read upward.
For the agency name: use Helvetica Medium in titlecase; italics and extended type are not allowed; the font must be no smaller than 7 points.
Breaking the agency name into two lines is only acceptable when the item is too small to conform to the font size specifications. When using this form, the line space must be 2 points greater than the point size of the agency name.
Type may not appear within 4N of the configuration.
The portal address must be Helvetica Bold and the same point size as the agency identifier. The text must be in lowercase. No shadowing or italics may be used.
The portal address must remain separate from the identifier configuration and any other copy.

Logo Usage

The NASA insignia is the only allowable logo for external communications material that reaches the media or general public. It is our prime brand identifier, reflecting the history and tradition of the agency. Therefore, maintaining its visual and conceptual integrity is a high priority. Commonly referred to as “the meatball,” the insignia must be included on all agency publications, displays, visual communications and markings.
The insignia has three variations: a full-color insignia, a one-color insignia and a one-color insignia with a white rule. Select the most appropriate of the three variations of the insignia based on production requirements, media qualities, visibility and proper usage (see pp. 44-47).
Strict regulations and guidelines govern the use of the NASA insignia. The insignia cannot be recreated, nor can it be distorted, stretched or otherwise altered. In order to protect its use, it is not authorized for download off the Web.
The NASA insignia should be reproduced only from original reproduction proofs, transparencies or electronic files that can be obtained from the Headquarters Office of Public Affairs at 202-358-1600.
Any insignia adaptations needed to meet the printing requirements of other formats (e.g., silkscreening, embossing, etc.) must be preapproved by the Headquarters Office of Public Affairs.
Always locate the insignia on the front cover or page of all printed and electronic communications material.
The insignia cannot be used in a sentence or configured with other symbols.
The “protected space” of the insignia refers to the clear space surrounding it. This clear space ensures the unobstructed and visible placement of the NASA insignia. The minimum width for the protected area is 1N height from the edge of the sphere, which is equal to the height of the letter N in the NASA acronym.
Always use an insignia that is properly proportioned to the size of the page or panel to which it is being applied. The minimum size for the reproduction of the NASA insignia is 5/8 inch (not including the points of the vector), with the exception of business cards and other small items. If a smaller insignia is required for a presentation or give-away item, permission must be received from the Office of Public Affairs at 202-358-1600.
The full-color insignia can never appear with a white rule.
The NASA insignia colors may not be used when creating other logos (see pp. 29-31 ).
A full-color insignia may appear on a white, grey (PANTONE 423 or lighter), silver (PANTONE 877 or metallic) or black background. The full-color insignia may only be used on a full-color photograph if placed in a solid black, white or grey area.
The full-color NASA insignia can be produced in the PANTONE® process or by the RGB color formulas given below.
The one-color insignia consists of percentages ranging from 100 percent to 30 percent of an appropriate color.
The vector top is 30 percent of the color.
The vector bottom is a gradient ranging from 100 percent to 30 percent.
The sphere is 100 percent of the color.
The percentages may not be altered and should always be clearly visible when placed on any background.
Choose insignia and background colors that combine to show the vector top, vector bottom and sphere clearly.
On light-color backgrounds, use the one-color insignia. The one-color insignia should be rendered in the darkest color available and appear on a uniform area of the background.
On medium-color backgrounds, use either the one-color insignia or the one-color insignia with white rule. All insignias should appear on a uniform area of the background. The vector top, vector bottom and sphere must remain clearly visible against the background.
On dark-color backgrounds, use the one-color insignia with white rule. The insignia must be rendered in the same color as the background and should appear on a uniform area of the background.
Never delete elements of the insignia.
Never add elements inside the insignia.
Never add elements around the insignia.
Never distort the insignia.
Never change the original colors of the full-color insignia.
Never add other colors to any elements of the one-color insignia.
Never reverse insignia.
Never add a glow to the insignia.
Never display the insignia with a rule around the vector.
Never change any of the individual design elements on the insignia to an outline.
Never display the full-color insignia with a rule around the sphere.
Never blur the insignia.
Never incorporate other text into the insignia.
Never change the typeface in the insignia.
Never combine the retired logo with the insignia.
Never position a one-color insignia on a busy area of an image.
Never position a full-color insignia on a busy area of an image.
Never place an image over the insignia.

Tone And Messaging

This Style Guide was written in the Associated Press (AP) style. All Public Affairs communications material must be written in the AP style. For all other communications material, use NPR 1450.10 for specific NASA writing style guidelines, followed by the Government Printing Office Manual.
Remember the human element whenever possible.
Energize images with dynamic cropping.
Avoid stagnant shots of buildings and machinery. Instead, depict these items in a manner that conveys what makes them innovative and exciting.
No name brand consumer products may be shown in any NASA publication without prior written agreement by the Assistant Administrator for Public Affairs or designee.
Avoid overlapping the edges of images. Refer to page 13 for guidelines regarding designs using multiple images.
With such vast resources available from the NASA photographic collection, designers should find it easy to enrich our communications by using strong and compelling images that engage the viewer. As demonstrated below, the use of tight, up-close images-even when depicting a vast panorama-is an essential component of NASA’s communication strategy.
Arrangements of multiple images are permitted when the graphic elements function both as separate images and as part of a whole piece-clear, elegant, unified. A successful design relies on images presented with simple and clean lines.
Multiple Image Guidelines: Do … » Choose professional-quality images » Use closely-cropped photos » Select clear images » Use simple and clean lines Do Not … » Use extreme overlapping of image edges » Use excessive superimposing of images » Create busy and disorganized designs » Use unclear themes » Select competing, rather than complementary, content

Visual Style

The NASA insignia is the only allowable logo for external communications material that reaches the media or general public. It is our prime brand identifier, reflecting the history and tradition of the agency. Therefore, maintaining its visual and conceptual integrity is a high priority. Commonly referred to as “the meatball,” the insignia must be included on all agency publications, displays, visual communications and markings.
The insignia has three variations: a full-color insignia, a one-color insignia and a one-color insignia with a white rule. Select the most appropriate of the three variations of the insignia based on production requirements, media qualities, visibility and proper usage (see pp. 44-47).
Strict regulations and guidelines govern the use of the NASA insignia. The insignia cannot be recreated, nor can it be distorted, stretched or otherwise altered.
The NASA insignia should be reproduced only from original reproduction proofs, transparencies or electronic files that can be obtained from the Headquarters Office of Public Affairs at 202-358-1600.
Any insignia adaptations needed to meet the printing requirements of other formats (e.g., silkscreening, embossing, etc.) must be preapproved by the Headquarters Office of Public Affairs.
Always locate the insignia on the front cover or page of all printed and electronic communications material.
The insignia cannot be used in a sentence or configured with other symbols.
The “protected space” of the insignia refers to the clear space surrounding it. This clear space ensures the unobstructed and visible placement of the NASA insignia. The minimum width for the protected area is 1N height from the edge of the sphere, which is equal to the height of the letter N in the NASA acronym.
Always use an insignia that is properly proportioned to the size of the page or panel to which it is being applied. The minimum size for the reproduction of the NASA insignia is 5/8 inch (not including the points of the vector), with the exception of business cards and other small items. If a smaller insignia is required for a presentation or give-away item, permission must be received from the Office of Public Affairs at 202-358-1600.
Besides the insignia, the other identifier is the agency name spelled out as “National Aeronautics and Space Administration.” Combining these two elements in a specific identifier configuration maintains a consistent part of our brand identity.
When using the configuration, the insignia within its protected space must be flush to the right edge of the design border and the agency name must be flush to the left edge. Use the chart below to determine the minimum distances between the graphic and textual elements as well as the configuration and the design border edge. The text must be one line, except when used on smaller items such as bookmarks and trifold brochures (see example below). In these cases, the agency name may be stacked and broken into two lines after the word “and.” However, this is not the preferred configuration.
The width between the agency name and the insignia cannot be greater than 12S. The two identifiers must be enlarged proportionately in order to maintain the connection between them.
Type may not appear within 4N of the configuration.
The NASA identifier configuration includes: » the NASA insignia » the agency name spelled out
For the agency name: » use Helvetica Medium in titlecase » italics and extended type are not allowed » the font must be no smaller than 7 points
Breaking the agency name into two lines is only acceptable when the item is too small to conform to the font size specifications. When using this form, the line space must be 2 points greater than the point size of the agency name.
The full-color insignia can never appear with a white rule.
The NASA insignia colors may not be used when creating other logos (see pp. 29-31 ).
The full-color NASA insignia can be produced in the PANTONE® process or by the RGB color formulas given below. A full-color insignia may appear on a white, grey (PANTONE 423 or lighter), silver (PANTONE 877 or metallic) or black background. The full-color insignia may only be used on a full-color photograph if placed in a solid black, white or grey area.
NASA Color Insignia Colors PANTONE® 185 Process 0C,100M, 100Y, OK RGB 252R, 61G, 33B PANTONE® 286 Process 1OOC, O6OM, OY, OK RGB 11R, 61G, 145B
NASA Color Insignia Background Colors PANTONE® Cool Grey 9 Process SC, 3M, OY, SOK RGB 121R, 121G, 124B PANTONE® 877 Metallic Silver No process or RGB color substitution available. PANTONE® Black 6 Process 60C, 40M, 20Y, 100K RGB OR, OG, OB

Layout And Composition

The overall composition should be clean, minimalistic, emphasizing the logo and textual branding, with no additional objects or elements. Lighting should be even, ensuring the logo and text are clearly visible, with no shadows or reflections that could obscure details. The scene should evoke a professional and technological feel consistent with NASA branding, with the design focused on simplicity and clarity.
The NASA insignia is the only allowable logo for external communications material that reaches the media or general public. It is our prime brand identifier, reflecting the history and tradition of the agency. Therefore, maintaining its visual and conceptual integrity is a high priority. Commonly referred to as “the meatball,” the insignia must be included on all agency publications, displays, visual communications and markings.
The insignia has three variations: a full-color insignia, a one-color insignia and a one-color insignia with a white rule. Select the most appropriate of the three variations of the insignia based on production requirements, media qualities, visibility and proper usage (see pp. 44-47).
Strict regulations and guidelines govern the use of the NASA insignia. The insignia cannot be recreated, nor can it be distorted, stretched or otherwise altered.
Always locate the insignia on the front cover or page of all printed and electronic communications material.
The “protected space” of the insignia refers to the clear space surrounding it. This clear space ensures the unobstructed and visible placement of the NASA insignia. The minimum width for the protected area is 1N height from the edge of the sphere, which is equal to the height of the letter N in the NASA acronym.
Always use an insignia that is properly proportioned to the size of the page or panel to which it is being applied. The minimum size for the reproduction of the NASA insignia is 5/8 inch (not including the points of the vector), with the exception of business cards and other small items. If a smaller insignia is required for a presentation or give-away item, permission must be received from the Office of Public Affairs at 202-358-1600.
When using the configuration, the insignia within its protected space must be flush to the right edge of the design border and the agency name must be flush to the left edge. Use the chart below to determine the minimum distances between the graphic and textual elements as well as the configuration and the design border edge. The text must be one line, except when used on smaller items such as bookmarks and trifold brochures (see example below). In these cases, the agency name may be stacked and broken into two lines after the word “and.” However, this is not the preferred configuration.
The width between the agency name and the insignia cannot be greater than 12S. The two identifiers must be enlarged proportionately in order to maintain the connection between them.
Type may not appear within 4N of the configuration.
For the agency name: use Helvetica Medium in titlecase; italics and extended type are not allowed; the font must be no smaller than 7 points.
Breaking the agency name into two lines is only acceptable when the item is too small to conform to the font size specifications. When using this form, the line space must be 2 points greater than the point size of the agency name.
The full-color insignia can never appear with a white rule.
A full-color insignia may appear on a white, grey (PANTONE 423 or lighter), silver (PANTONE 877 or metallic) or black background. The full-color insignia may only be used on a full-color photograph if placed in a solid black, white or grey area.
Vertical layouts of short, primary headlines are encouraged on single-page publications and front covers of multipage publications as another element of the NASA style. A single line is the only allowable format; longer headlines should be horizontal.
Vertical text must be placed on the right so that the type’s lowercase ligatures are centered under the insignia.
Use lowercase letters for the text. The only exception is for acronyms, which must be all uppercase.
Vertical type may not violate the insignia’s protected space.
Vertical type must appear in Helvetica, or Arial if Helvetica is unavailable.
Horizonal headlines may not use the lowercase style of vertical headlines.
A vertical headline may not be more than one line of text, and the text must read upward.
Energize images with dynamic cropping.
Avoid overlapping the edges of images. Refer to page 13 for guidelines regarding designs using multiple images.
Arrangements of multiple images are permitted when the graphic elements function both as separate images and as part of a whole piece-clear, elegant, unified. A successful design relies on images presented with simple and clean lines.
Multiple Image Guidelines: Do … » Choose professional-quality images » Use closely-cropped photos » Select clear images » Use simple and clean lines
Multiple Image Guidelines: Do Not … » Use extreme overlapping of image edges » Use excessive superimposing of images » Create busy and disorganized designs » Use unclear themes » Select competing, rather than complementary, content

Publication Style

Fliers and posters must incorporate all of the communication elements according to the placement standards. The preferred location of the portal address is the lower left-hand corner. No Web address other than that of the portal can appear unless it is part of the publication’s title or other body text.
A double-sided poster must follow the standards for a multipage publication.
Publication numbers are allocated by each center’s chief printing specialist.
Agency Name: Spelled out in one line, Helvetica Medium, 8 Point (pt), Flush Left (FL)
Center Name: Helvetica Bold, 8 pt, Line Space (LS) 14 pt, FL
Center Physical and Web Addresses: Helvetica Bold, 8 pt, 3 lines as shown, LS 10, FL
Agency Portal Address: Helvetica Bold, 8 pt, LS 21, FL
Publication Number: Helvetica Roman, 6 pt, one line, minimum LS 40, FL, bottom justified
The NASA identifier configuration must appear on the front cover of multipage publications.
Center and program names cannot appear on the front cover unless they are part of the publication’s title. Center names and physical and Web addresses may appear on the back cover.
The preferred location of the portal address is on the back cover. No Web address other than that of the portal can appear on the front cover unless it is part of the publication’s title. If both the portal and center or program Web addresses are used on the back cover, they must be configured per the example below.
The publication number must be placed in the lowermost left-hand corner of the back cover.
The format and layout of newsletters and magazines should be designed as part of the overall communication goal of the item with both the subject matter and audience in mind. There are no grid or layout specifications for the inside pages of a multipage publication. The only specification is the placement of the identifier configuration in relation to the name of the publication when designing a newsletter (see example below).
The identifier configuration and newsletter’s name comprise the newsletter’s banner; therefore, the configuration’s standards and the insignia’s pro-tected space must be maintained.
A single line of text is the preferred format for the newsletter’s name.
Just like with other multipage publications, there are no grid or layout specifications for the inside pages of brochures and invitations. However, the placement of the identifier configuration must conform to the standards. Because of size limitations, the agency name may be stacked and broken into two lines after the word “and” on trifold brochures (see page 7).
NASA Fact Sheets are either two-or four-page documents. Printed in color or black and white, the NASA fact sheet template may be downloaded at http://communications.nasa.gov.
Bookmarks are considered multipage publications with an image and title on one side and text on the other. Vertical bookmarks may have the identifier configuration on either the image side or the text side. Horizontal bookmarks may only have the identifier configuration on the text side. Go to http://communications.nasa.gov for both the horizontal and vertical templates that must be used when creating bookmarks.
Bookmarks should be used to convey a very limited amount of text. If more space is needed, a brochure should be created instead.
NASA press kits are multipage documents that include a cover, table of contents and text copy. The NASA press kit template may be downloaded at http://communications.nasa.gov.
NASA lithographs are considered multipage publications. Go to http://communications.nasa.gov for both horizontal and vertical templates that must be used when creating lithographs.

Exhibit Style

As with all publications, the NASA identifying elements must be used according to specifications. See the Headquarters Exhibits Manager in the Office of Public Affairs for exhibits beyond 8’ x 10’ to ensure the arrangement of the elements is consistent with NASA’s overall publication standards.
Consider the space 2’ from the lower edge as an allowance for table space. The main subject matter of the exhibit should be placed higher than this allowance.

Signage

All exterior signs located outside a center must have the NASA identifier configuration placed according to the standards. Exterior signs located inside a center, such as building signs, are not required to have any NASA identifiers.
Directional signs outside a center may use the insignia alone in order to conform to local regulations. However, the color and spatial standards for the insignia must be retained.
Placement of the identifier configuration must conform to Federal Aviation Administration regulations (Title 14, Code of Federal Regulations, Part 45, Identification and Registration Marking) and be consistent with the standards established in this Style Guide. Contractor names and logos may not appear.
Please refer to the following illustrations for guidelines on how to place the NASA identifier configuration on goverment-funded vehicles.
When the width between the agency name and the insignia becomes greater than 12S, the two identifiers may be enlarged and placed independently.
Agency policy regarding insignia placement on spacecraft is under consideration.

Packaging

CD/DVD jewel case covers or videotape covers with both a front and a back must conform to the cover standards for a multipage publication (see page 18). If the case cover only has a printed front, then it must conform to the standards for a single-page publication (see page 17).
CD/DVD labels must conform to the identifier configuration and include the portal address along the bottom. For the dual labels used for video tapes, the insignia must appear on the spine and the NASA name and portal address must appear on the face.

Stationery Products

Go to http://communications.nasa.gov for information about ordering standard stationery products.
THE NASA IDENTITY SYSTEM Off-the-Shelf Stationery Stationery Products 39
These standard products do not need to go through the Communications Material Review process. These forms are funded by the Headquarters Printing Office and are available at no cost to the centers. They can be obtained through the Headquarters and centers printing offices.
Not all of these products meet the graphic standards as outlined in this Style Guide because they are considered stationery products rather than communications material.
The following preprinted products are available free of charge at http://communications.nasa.gov to be personalized using NASA templates: » Name badges » Invitations » Programs » Thank you cards » White folders (no template) » Table tents » Certificates
An alternative silver and blue folder is available at minimal cost.
THE NASA IDENTITY SYSTEM 40 Center-Specific Stationery
The specs for the electronic files needed to create these standard products are available at http://communications.nasa.gov.
Letterhead » Envelopes » Postcards » Mailing labels (two sizes) » Notepads » Business cards
These standard products do not need to go through the Communications Material Review process. All standard products are available through the Headquarters and centers printing offices.
Please note that this standard letterhead below must be used and cannot be customized. All NASA letterhead must be coordinated through the Headquarters Printing Officer in order to ensure quality standards, such as consistent watermark and paper stock.

Broadcast

The insignia must be used at both the beginning and end of all NASA-produced programs, and when included in a design for television, it must be clearly visible. The insignia may be incorporated in station IDs or static slates.
For design purposes unique to broadcast media, the insignia has three variations for television: a full-color insignia, a three-dimensional animated insignia and a one-color outlined insignia. Choose the most appropriate of these based upon visibility and project requirements.
The portal address must appear on all slates identifying programs produced by NASA Television and must be displayed at the end of all NASA programs.
All broadcasts must place the small, one-color, modified insignia-commonly referred to as a “bug”-in the upper-right title safe corner of all programs broadcast on NASA Television (see example below).
NASA Television at Headquarters provides a Core Graphics Package to each center’s television facility. The centers’ television facilities must use the Core Graphics Package for all news and public affairs programming, such as science updates, news conferences and press briefings.

Internet

NASA Web sites must be created within the guidelines of the NASA portal. For information on developing a new site, contact the Office of the Chief Information Officer.
Existing Web sites not migrated onto the portal may adapt their site by using the portal affinity kit (http ://www.hg.nasa.gov/pao/portal/affinityKit/styleguide/i ndex. htm). For more information refer to http://www.hq.nasa.gov/pao/portal/documentation.htm.
All NASA Web sites must comply with the Office of Management and Budget guidelines issued in 2005. For more information, contact the Office of the Chief Information Officer.

Electronic Slide Presentation Template

Electronic slide presentations are an important component of NASA’s communication strategy. Therefore, all external presentations must conform to specific standards.
Think of an electronic slide presentation as a multipage publication, with the first slide the front cover, the last slide the back cover, and the slides in between the inside pages. However, the insignia may be centered on the last slide to sign off.
In order to make usage as simple as possible, tutorial and master slides may be downloaded at http://communications.nasa.gov. This template has Communications Material Review preapproval. Only customized presentations must go through the Communications Material Review process.

Press Kit Templates

NASA press kits are multipage documents that include a cover, table of contents and text copy. The NASA press kit template may be downloaded at http://communications.nasa.gov.

Lithograph Templates

NASA lithographs are considered multipage publications. Go to http://communications.nasa.gov for both horizontal and vertical templates that must be used when creating lithographs.

Fact Sheet Template

NASA Fact Sheets are either two-or four-page documents. Printed in color or black and white, the NASA fact sheet template may be downloaded at http://communications.nasa.gov.

The format and layout of newsletters and magazines should be designed as part of the overall communication goal of the item with both the subject matter and audience in mind. There are no grid or layout specifications for the inside pages of a multipage publication. The only specification is the placement of the identifier configuration in relation to the name of the publication when designing a newsletter (see example below).
The identifier configuration and newsletter’s name comprise the newsletter’s banner; therefore, the configuration’s standards and the insignia’s pro-tected space must be maintained.
A single line of text is the preferred format for the newsletter’s name.

Brochures And Invitations

Just like with other multipage publications, there are no grid or layout specifications for the inside pages of brochures and invitations. However, the placement of the identifier configuration must conform to the standards. Because of size limitations, the agency name may be stacked and broken into two lines after the word “and” on trifold brochures (see page 7).

Bookmark Templates

Bookmarks are considered multipage publications with an image and title on one side and text on the other. Vertical bookmarks may have the identifier configuration on either the image side or the text side. Horizontal bookmarks may only have the identifier configuration on the text side. Go to http://communications.nasa.gov for both the horizontal and vertical templates that must be used when creating bookmarks.
Bookmarks should be used to convey a very limited amount of text. If more space is needed, a brochure should be created instead.

Center Specific Stationery

The specs for the electronic files needed to create these standard products are available at http://communications.nasa.gov.
Letterhead » Envelopes » Postcards » Mailing labels (two sizes) » Notepads » Business cards
These standard products do not need to go through the Communications Material Review process. All standard products are available through the Headquarters and centers printing offices.
Please note that this standard letterhead below must be used and cannot be customized. All NASA letterhead must be coordinated through the Headquarters Printing Officer in order to ensure quality standards, such as consistent watermark and paper stock.

1976

Brand Summary

Mission

To achieve maximum communication of the agency’s program objectives, both internally and externally, through a unified visual communications system that symbolizes NASA’s progressive path in aeronautical research and space exploration [^1].

Core Values

unity
technological precision
pioneering achievement
excellence
innovation
clarity
consistency
future orientation [^2]

Target Audience

Internal NASA staff, external stakeholders, the general public, and audiences of NASA publications, vehicles, signage, and communications materials [^3].

Personality Traits

progressive
innovative
precise
unified
contemporary
future-oriented [^4]

Visual Identity Overview

NASA’s visual identity centers on a minimalistic, modern logotype with consistent use of Helvetica and other recommended typefaces, a warm shade of NASA red, and strict guidelines for logo usage, color palette, and layout. The identity emphasizes clarity, simplicity, and technological sophistication across all applications, including publications, signage, vehicles, uniforms, and awards [^5].

Categories

Brand Imagery

This logotype is the central element in NASA’s visual communications system. Through consistent and repetitive use as a signature device and design element in all of NASA’s visual communications, the logotype becomes a visual shorthand which identifies the Agency and symbolically embodies its activities, achievements and goals.
In the logotype, the letters N-A-S-A are reduced to their most simplified form. The strokes are all of one width, evoking the qualities of unity and technical precision. Elimination of cross-strokes in the two “A” letters imparts a vertical thrust to the logotype and lends it a quality of uniqueness and contemporary character.
The logotype should never be altered or distorted in any way. It must not be re-drawn, but rather reproduced photographically from reproduction artwork included in Section 2 of this manual.
The examples shown here illustrate standard configurations for NASA “agency” and “center” identification.
To identify the agency, as a total entity, the NASA logotype is shown in conjunction with the full agency name (National Aeronautics and Space Administration) as shown below. The lettering style used in the agency name is Helvetica Light, upper and lower case. The size of the agency name should relate to the size of the logotype as indicated.
To identify any of the NASA centers, the NASA logotype and full agency name is shown in conjunction with the full center name (John F. Kennedy Space Center) as shown below. The lettering style used in the center name is Helvetica Medium, upper and lower case. This bold lettering style assures that the center name receives primary emphasis even though it is always preceded by the agency name and accompanied by the NASA logotype.
Reproduction artwork for standard agency and center identification is included in Section 2 of this manual.

Color Palette

The correct color for use in the NASA logotype is shown below.
This warm shade of red is a very active color which brings a kinetic dimension to the letterforms. The color reflects the lively and futureoriented character of NASA.
NASA red should be used only when a second color is available and appropriate. It is intended to be used only on white or a light value neutral color background. NASA red should not be used with other bright saturated colors, or medium and dark value colors, as they will dilute the effectiveness and impact of the NASA red.
Further guidance for the use of the logotype in various color situations is contained on the following page. Also refer to the guidelines on color in the introduction of the publications section of this manual.
Against a white background the logotype may be shown in NASA red and black, black, or NASA warm gray.
Against a very light background, the logotype should be shown in black. The one exception to this would be the use of NASA red logotype in very light areas of four-color process reproduction.
Against a black or very dark color background, the logotype should always be shown in white.
The logotype should always be shown in white against a background of NASA red. The logotype should never be shown in NASA red against a black or very dark background.
Against a medium-value background, the logotype may be shown in either black or white, depending on which is more appropriate.
The logotype should never be shown in NASA red against a medium-value background.
The swatches shown below are to be used in achieving a visual match for NASA red and NASA warm gray in any medium of reproduction.
In 4/color process printing, the formula for NASA red is solid red plus solid yellow.
NASA Red. This swatch is to be used in achieving a visual match in any medium of reproduction including inks, paints, dyes or other pigments when NASA Red is specified.

Typography

Typography and typographic design are the “architecture” of any publication. Based on the structure of typography, the various elements in a publication fall into their logical locations and relationships, forming in the end a harmonious sequence of visual events.
In this section are four pages devoted to recommended NASA type styles and sample settings of each. Each style has a specific reason for inclusion in the vocabulary and should be used accordingly.
The most important specific typographic style is derived from the elements of NASA identification and is composed of Helvetica Light and Helvetica Medium, upper and lower case. This should be the most used style in NASA publications because of its direct relationship to the NASA identification elements.
Recommended general elements of typographic style include flush left, ragged right column setting, bold face headlines and subheadlines and minimum one-point line spacing in text setting.
Helvetica is the most important family of type in the NASA Unified Visual Communications System. Helvetica Light is used in combination with the logotype to form the fundamental elements of identification.
Headings which accompany Helvetica Light text settings are set in Helvetica Medium. In certain situations Helvetica Bold may be an appropriate alternative. Headings are set in upper and lower case.
In addition, this typeface can be used in numerous media and in a variety of situations to create a clean and contemporary visual program. The cursive san-serif letterforms make it extremely legible, even at very small sizes.
Futura is recommended for a number of reasons. The typeface is quite legible and is versatile enough for catalog listings as well as brochure applications. The precision letterforms have a technological character and make it a natural for certain NASA projects.
The Futura face is designed with a small x-height and will require special attention when specifying the size. In the comparison of typefaces enclosed in this section, you will note that 11 pt. Futura is comparable in appearance to 10 pt. Helvetica.
When the Futura face is being used, always specify Futura Demibold headings. Do not mix Helvetica Medium headings with Futura text settings.
Garamond is perhaps the finest of the “classical” typefaces. It has stood the test of time and proved itself to be as useful in contemporary design as it has been in more traditional applications.
The main virtues of Garamond include superior readability, handsome character, a distinctive Italic, and certain special refinements such as old style numerals.
Headings may be set in Helvetica Medium or Garamond Bold. Garamond Bold is not a particularly heavy weight and the designer must compensate by increasing the size of the headings or by using space around them.
Garamond is ideal for high quality publications or those of a more permanent nature. It functions very well in large volume settings and will sustain reader attention.
Times Roman is generally regarded as the best of the modern or transitional typefaces. It offers readability, character, and a certain utilitarian quality which makes it quite useful in publication design. It is designed with a large x-height which makes it legible at small sizes.
Times Roman is recommended for newsletters, house organs and other news-oriented publications. This typeface is appropriate for large volume settings as the reader does not tire of the appearance.
The entire family of Times Roman, including Italic and Bold, gives the designer a practical typeface to solve certain complicated problems.
Headings may be set in Helvetica Medium or in Times Roman Bold.

Logo Usage

The logotype should never be altered or distorted in any way. It must not be re-drawn, but rather reproduced photographically from reproduction artwork included in Section 2 of this manual.
The logotype is designed as solid stroke letterforms, to be shown freestanding horizontally against a solid neutral background.
The logotype must not be altered or distorted in any way. The effectiveness of the logotype depends on consistently correct useage as outlined in this manual.
The examples shown below illustrate some incorrect uses of the logotype.
1. The letterforms in the logotype must never be broken by a superimposed pattern. 2. The logotype must never be placed within another solid shape, such as a circle. 3. The logotype must never be placed within another outline shape, such as a box. 4. The logotype should never be shown as outlined letterforms. 6. The logotype should never be photographically distorted in any way. 7. The logotype should never be shown in light benday screen against a white background. It should always be shown in solid black, solid warm gray or solid NASA red. 8. The logotype should never be shown as a benday screen of a dark background color. It should always appear in white.
1. The logotype should never be 9. The logotype should never be shown with shadows projected from shown on a vertical axis. It is dethe letterforms or with letterforms signed to rest on its horizontal basepartially outlined. line.
The NASA logotype should be reproduced photographically whenever possible. However, for large applications such as signage, the logo may be reproduced using this grid drawing as an accurate guide. To achieve the best reproduction, care should be taken to maintain the correct proportion, stroke-width, and curves of the logotype. Note that 3 units of the grid are equal to the vertical stroke width.
Contact the NASA Graphics Coordinator for advice and counsel on problems related to reproducing the NASA logotype at large sizes.
The correct color for use in the NASA logotype is shown below.
NASA red should be used only when a second color is available and appropriate. It is intended to be used only on white or a light value neutral color background. NASA red should not be used with other bright saturated colors, or medium and dark value colors, as they will dilute the effectiveness and impact of the NASA red.
Further guidance for the use of the logotype in various color situations is contained on the following page. Also refer to the guidelines on color in the introduction of the publications section of this manual.
Against a white background the logotype may be shown in NASA red and black, black, or NASA warm gray.
Against a very light background, the logotype should be shown in black. The one exception to this would be the use of NASA red logotype in very light areas of four-color process reproduction.
Against a black or very dark color background, the logotype should always be shown in white.
The logotype should always be shown in white against a background of NASA red. The logotype should never be shown in NASA red against a black or very dark background.
Against a medium-value background, the logotype may be shown in either black or white, depending on which is more appropriate.
The logotype should never be shown in NASA red against a medium-value background.
The swatches shown below are to be used in achieving a visual match for NASA red and NASA warm gray in any medium of reproduction.
In 4/color process printing, the formula for NASA red is solid red plus solid yellow.

Tone And Messaging

This manual is a reference book for NASA designers. It is the official policy document regarding NASA identification (use of logotype), communication in general and sets the tone and level of quality for all NASA graphics.
Through consistent and repetitive use as a signature device and design element in all of NASA’s visual communications, the logotype becomes a visual shorthand which identifies the Agency and symbolically embodies its activities, achievements and goals.
The logotype should never be altered or distorted in any way. It must not be re-drawn, but rather reproduced photographically from reproduction artwork included in Section 2 of this manual.

Visual Style

The logotype should never be altered or distorted in any way. It must not be re-drawn, but rather reproduced photographically from reproduction artwork included in Section 2 of this manual.
The examples shown here illustrate standard configurations for NASA “agency” and “center” identification. Agency Identification To identify the agency, as a total entity, the NASA logotype is shown in conjunction with the full agency name (National Aeronautics and Space Administration) as shown below. The lettering style used in the agency name is Helvetica Light, upper and lower case. The size of the agency name should relate to the size of the logotype as indicated. Center Identification To identify any of the NASA centers, the NASA logotype and full agency name is shown in conjunction with the full center name (John F. Kennedy Space Center) as shown below. The lettering style used in the center name is Helvetica Medium, upper and lower case. This bold lettering style assures that the center name receives primary emphasis even though it is always preceded by the agency name and accompanied by the NASA logotype. Reproduction artwork for standard agency and center identification is included in Section 2 of this manual.

Layout And Composition

A grid is a predetermined understructure which the designer can employ to give a publication cohesive style and character. It is a great organizer of material and as such will save countless man hours in execution. It will also help bring continuity to various diverse publications.
There are a multitude of grids which can be developed and used by the designer. In the illustration below we explore the rudiments of a grid and its application to a hypothetical publication.
1. Starting with the overall size of the publication, a designer analyzes the type of information, photographs, captions, etc. which are required.
1. The grid is applied to the double-spread—it will determine all margins, gutters, folio placement, etc. In this case a 2-column grid is demonstrated.
1. The designer can now begin to block in the various elements such as headlines, columns of text typography, photographs, captions and folios. This approach can be applied to the entire publication, including its cover. (Folio placement should always be in the outside margins.)
It is possible and desirable to use the interior grid to make a more successful cover design, one that looks like it “belongs” to the publication it houses.
It is therefore advisable to solve the publication design as a whole, rather than attempting to execute the cover out of context. Once the interior attitude has been determined it is possible to relate this back to the cover.
a. Grid based on alignment with square image on front cover. Headlines at top of page.
b. Grid which has all headlines and text “hanging” from top of page. Photographs at bottom.
c. Grid which has a symmetrical center line from which text and photographs break up and down.
It is advisable to use one-column formats in small brochures and folders. Grids which can be employed are numerous and three are shown below.
a. Headings align at top of page. Text and illustrations occupy major portion of page. Captions are positioned in double margin space across bottom of brochure.
b. Headings and text align at top of page. Photographs on separate track at bottom of page with captions above.
c. Headings and captions align at top of page. Text is confined to bottom half of page. Photographs are full bleed pages.
In general, two-column formats will function best for this category of publications. Because of the technical nature of these publications it is best to use most of the space on the page. Some relief from the volume of type is desirable as indicated in the formats below.
a. White band across top of page functions as “breathing space.” This area might incorporate folios and an occasional important headline.
b. Top to bottom use of space but with some open areas of illustration, diagrams, etc. Outline boxes should be used around all technical diagrams. Rules are employed to separate articles.
c. Top alignment of headings and text. Single page has been divided into 6 equal rectangles. Captions are positioned under photographs.
The examples shown on this page are models for news publications. There are other grids which can be developed depending on the characteristics of a specific publication. Most publications of this type have a great number of articles, photographs and captions to be displayed and a good underlying grid can be very valuable.
a. Employs a two-column format. Uses a bracket device to isolate photographs and captions which are complete in themselves—not relating to specific article.
b. Uses a three-column grid. Rule motif is used to isolate photo essays. Photographs always positioned at top or bottom of page.
c. Large scale use of photography in a three-column format. Photographs positioned in loose configurations.
Generally speaking, the formats should enjoy more open space and project a spirit of freedom rather than confinement. Three-column formats will create more movement and flexibility than two-column.
Shown below are three possible formats. a. Large scale photographs or illustrations which bleed off left and right side of page. Typography hangs from top of page in “rag” column treatment (unequal columns). Top and bottom alignment is overall theme.
b. White border margins used throughout. Several horizontal reference lines. Text confined in block area which echoes shape of % page photograph.
These publications are of a more traditional nature and are handled in a slightly more restrained manner. Serif typefaces are appropriate here as well as the occasional use of justified typography.
a. Two-column format with wide margins. All illustrations confined to width of text typography and positioned where appropriate to editorial matter.
b. Single-column format with wide measure text setting. All visual matter is displayed in margins and is combination of square finish and silhouette.
c. Horizontal white band at top to carry headings and captions. Single-column text setting with bleed photographs. Possible use of other refinements such as large scale numerals to designate chapters.

Stationery Guidelines

NASA Headquarters letterheads and envelopes are standard government sizes: 8%“x 11” (21.6 cm. x 27.9 cm.) letterheads and 41%" x 91%" (10.5 cm. x 24.1 cm.) #10 envelopes.
A5/16" (.79 cm.) cap height NASA logotype is always used in combination with 10/11 pt. Helvetica Light upper and lower case (large typography) and 7/8 pt. Helvetica Light upper and lower case (small typography). The U.S. Postal Service indicia on the envelope measures ¾" (1.9 cm.).
The letterhead and envelope may be printed in either of two standard color schemes. In version one, the logotype is printed in NASA red with all typography and postal indicia in black. In version two, the logotype, all typography and the postal indicia are printed in NASA warm gray.
NASA Center letterheads and envelopes are standard government sizes: 8 1/2" X 11" (21.6 cm. x 27.9 cm.) letterheads and 4 1/8" x 9 1/2" (10.5 cm.x 24.1 cm.) #10 envelopes.
A 5/16" (.79 cm.) cap height NASA logotype is always used in combination with 10/11 pt. Helvetica Light and/or Medium upper and Jower case (large typography) and 7/8 pt. Helvetica Light upper and lower case (small typography). The U.S. Postal Service indicia on the envelope measures¾" (1.9 cm.).
All standard government size large envelopes use a 5/16" (.79 cm.) cap height NASA logotype in combination with 10/11 pt. Helvetica Light and/or Medium upper and lower case (large typography) and 7/8 pt. Helvetica Light upper and lower case (small typography). The U.S. Postal Service indicia measures¾" (1.9 cm.).
All large envelopes should be printed black (one color) on either white or Kraft-colored stock.
NASA Headquarters and Center mailing labels measure 3" x 5" (7.6 cm. x 12.7 cm.) A¼" (.64 cm.) cap height NASA logotype is used in combination with 8/9 Helvetica Light and/or Medium upper and lower case( large typography) and 7/8 Helvetica Light upper and lower case (small typography) camera reduced to 52 (782 % of original). The U.S. Postal Service indicia on the envelope measures 5/a" (1.6 cm.).
Mailing labels may be printed in either of two standard color schemes. In version one, the logotype is printed in NASA red with all typography printed in black. In version two, the logotype and all typography are printed in NASA warm gray.
The illustration below shows the standard typing style for NASA letterheads and envelopes. The left margin in the typography at the top of the letterhead establishes the left typing margin. All typewritten information begins on this margin. Line spaces are to be used instead of paragraph indents.

Forms Guidelines

As a temporary or transitional measure the NASA logotype and identification is incorporated into existing forms in the manner shown below.
Redesign of the basic forms themselves will come at a later date.

Publications Guidelines

Publications constitute the largest communications output from NASA. It is in the best interests of NASA to maintain a visual consistency and high level of design excellence in all of its publications, whether they are large or small in their scope and in terms of the audiences they are intended to reach. A consistency must also exist in the way that NASA and NASA Centers identify themselves as originators of publications.
In this way, each publication itself becomes an important extension of NASA’s identity effort.
The guidelines set forth in this section are intended to be an aid in accomplishing a strong, integrated, consistent “family” of publications throughout NASA.
Because of the number and diverse nature of NASA’s publications, the guidelines are general for the most part. They are, however, specific with respect to certain elements of style, use of typography and use of the NASA logotype.
The NASA logotype and its attendant elements of style and identification are always a required element in any NASA publication. Somewhere in the publication full NASA identification must be shown in order to clarify the origin of the publication and to identify NASA.
This identification does not necessarily have to appear as part of a front cover design, although in many instances this approach seems appropriate. It may appear on the last page of a publication, or on the back cover. The goal is to insure that each publication issued by the agency is clearly identified and credited to NASA.
In some examples shown in this section, the NASA logotype has been used as a “stem-word” (NASA Activities, NASA Facts, etc.).
The stem-word technique is used only on permanent, regularly published documents, and requires advice from the NASA Graphics Coordinator at Headquarters.
Use of illustration & photography as either story telling or major graphic elements is a key in the design of NASA publications.
Simplicity, appropriateness and strength of composition is important in the successful handling of these elements, not technique alone as is sometimes believed and practiced.
The absence of detail and deliniation, or symbolic quality, in a cover illustration or photograph provokes interest and stimulates the reader to go to the inside of the publication for more information.
In the case of a technical diagram or story-telling illustration, correct detailing is absolutely necessary to accomplish the desired communication.
Always analyze the illustration in terms of the communication task it must accomplish. Then determine what technique to use, how realistic it must be, etc. Where possible, within the restrictions of budget and avaiIable material, keep your options open and utilize the best available photography and illustration talent. Make certain they are fully briefed on the task you are assigning to them and that they understand the broad communication goal of the project before beginning their work.
Typography and typographic design are the “architecture” of any publication. Based on the structure of typography, the various elements in a publication fall into their logical locations and relationships, forming in the end a harmonious sequence of visual events.
In this section are four pages devoted to recommended NASA type styles and sample settings of each. Each style has a specific reason for inclusion in the vocabulary and should be used accordingly.
The most important specific typographic style is derived from the elements of NASA identification and is composed of Helvetica Light and Helvetica Medium, upper and lower case. This should be the most used style in NASA publications because of its direct relationship to the NASA identification elements.
Recommended general elements of typographic style include flush left, ragged right column setting, bold face headlines and subheadlines and minimum one-point line spacing in text setting.
Government printing regulations relegate most NASA publications to a one or two color printing limitation. The exception to this rule occurs in certain special situations where the use of 4/color process printing is appropriate, desirable or necessary for the effective portrayal of a particular story.
When limited to one color printing, middle range to dark colors should be used to cover the normal range of reproduction and legibility requirements, including use of the NASA logotype.
When a second color is available for use with black, three options are presented. First, NASA red may be used to accentuate the NASA identification and to perform as an accent color in the publication design. Second, one of a range of bright, primary and secondary colors may be used to enhance the design or aid in the presentation of information. The use of pale, pastel colors is discouraged in all NASA publications. Third, NASA gray or another middle value gray or neutral color may be used as a second color for manufacturing “duo tones” or two-color half-tone renderings. In situations where black and white photography dominates, this technique tends to strengthen and deepen the photographic images, making them much more aesthetically pleasing than black half-tones.
In some special situations, 4/color process printing is available. NASA identification may be easily portrayed in color through the use of 4/color ben-day mixtures.
Review the information on color in section one of this manual.
Within the limitations of budget, availability and government printing standards, paper specifications for NASA publications should be directed toward high-quality non-absorbent (coated or non-coated) papers which provide good ink hold-out and do not produce fuzzy images as a result of their surface quality. Colors specified should not be in the pastel or faded color range, but rather bright primary and secondary colors and in the middle value range.
Sizes of NASA publications should, as a general rule, be determined on the basis of standard government printing sizes and capabilities.
Deviations from standard sizes should only be used in instances where the subject matter or the occasion demand a special treatment.
Most of the publications shown in this section are based on standard government printing sizes.
All of NASA’s publication requirements, especially in the booklet and brochure category, should utilize a vertical format unless the subject matter or occasion provides a compelling reason to deviate. Horizontal formats are normally clumsy to handle, more awkward to design and there is no appreciable gain in the total effect produced by using such a format.
Consult with the NASA Graphics Coordinator at Headquarters on questions of size and formats for NASA publications as well as any question generally or specifically related to these guidelines.

Signage Guidelines

Simple, functional, contemporary signs are an integral and effective part of the NASA Unified Visual Communications System. The sign demonstrations shown on these pages should serve as models when signs are being developed for a particular site, building, or facility. They are intended to provide general guidelines when NASA sign systems are being planned.
Signs function on many different levels, but their basic purpose is to communicate to a specific audience. They identify facilities, guide to a desired location, warn, notify, or announce something to the sign user.
This signage section is divided into two fundamental parts, exterior (6.1) and interior (6.2), but certain principals apply to both categories. The following points should be reviewed and considered at the inception of signing activity.
Employ a systems approach to signing. Begin by developing an overall plan of signage based on a logical sequence of events which includes: arriving at a facility, going to a specific building, then seeking a floor and room number. Relating the specific sign to a larger context will yield the best results. Also, categorize signs by functional types as a method of simplifying the overall signing task.
A sign should be thought of as a large-scale headline; therefore, language should be clear and concise. Brevity is desirable in order to communicate quickly, especially to drivers of vehicles.
Placement of the sign is very important. The sign should be placed for optimum viewing distance. It is good to test these conditions by creating mockup signs out of photostats and inexpensive materials, and thus determine their effectiveness before fabricating the finished product.
Consider environmental factors when developing signage. Weather conditions should determine the material selected and the fabrication technique. Color should be chosen based on the type of Sun conditions which prevail; i.e., a dark background with reversed (white) letters will be more legible against a bright desert sky.
Use consistent message formats to create a uniform look and coordinated sign program. NASA signs should employ the flush left, ragged right format as demonstrated on these pages.
Helvetica, the keystone typeface in the NASA Unified Visual Communications System, is used on all exterior and interior signs. The models shown in this signage section feature Helvetica Medium. Occasionally, such as on building directories, Helvetica Regular is used in combination with the Medium weight. Set large words in Display phototypography, optically spaced, and camera-enlarged to needed size. Remember to use “normal” rather than “tight” letterspacing for signage typography. Avoid hand lettering or other crude execution techniques.
Keep the signs simple. Avoid the use of borders or other types of artificial embellishment. These only serve to clutter the sign and lessen its effectiveness as a communication tool.
Signs should always be designed to integrate with the architectural setting. Choice of material, color, and size should be based on an awareness of the environment where the signs will be viewed. Effective signage is that which serves its basic utilitarian function while complementing the architectural scheme.
Consider flexibility when designing sign systems. Often a sign which has a modular capacity can be very economical in the long run. Several of the sign models shown here are modular in order to have a greater life span and be less expensive.
Choose materials according to longevity requirements, permanent versus temporary, and consider the cost-effectiveness of the material. Sometimes the material which seems to be a bargain does not turn out to be if the sign must constantly be replaced or refurbished.
Incorporate the NASA logotype where practical and appropriate. Site signs, temporary and permanent, should include NASA identification. Major buildings and Visitor Centers should be marked as well. This will create maximum exposure, and will strengthen the overall perception of the Agency. Use the grid drawing of the logotype (1.7) for large-scale use on signs.
Consider mounting techniques, especially for interior signage, which are simple and flexible; i.e., small plaques and signs can be affixed with foam tape which does not mar the surface.
In general, try to coordinate signage needs so that a number of signs can be produced at the same time. This will produce a better, more effective family of signs and will also be more cost-effective to the Agency.

Vehicle Marking Guidelines

The identification markings of all NASA owned or leased vehicles conform to GSA regulations regarding type sizes and the positioning of the identification on both front doors of the vehicle, or in a prominent location on the vehicle when the former is impractical.
Four elements comprise the standard vehicle identification configuration: the government use identification (¾"/1.9 cm cap height), the NASA logotype (3s"/7.9 cm cap height), the agency identificaton (1"/2.54 cm cap height), and the installation identification (1"/2.54 cm cap height).
The identification configurations are pre-spaced, dry-transfer, mylar lettering sheets. Because of the limited door-width of many vehicles, some installation names have been set up in two lines to fit within these restrictive spaces.
As a general rule, the identification configuration is applied on a flat surface as high as possible on the front doors of the vehicle avoiding sculptured edges, door handles, side-view mirrors, and other hardware. The configuration is visually centered laterally from the edges of the door, in the same approximate position on both doors.
Due to the wide variety of vehicles used by NASA, it may be necessary to make some adjustments in the application of the agency identification to accommodate chrome strips, door guards, etc. It is imperative in these instances to maintain the flush-left handling of the logotype and all typography.
In appropriate instances where space allows, as shown in various demonstrations on the following pages, the logotype may be separated from the identification configuration and used in a larger size elsewhere on the vehicle for a better display.
Most vehicles are marked in one of three color schemes: 1) black logo and typography on all light color vehicles up to a 40% value on a gray scale, 2) white logo and typography on all dark color vehicles darker than a 40% value on a gray scale, or 3) NASA red logo and black typography only on white vehicles.
Shown to the right is a 10-step gray scale showing values ranging from a 10% gray to a solid black. When marking vehicles where the color of the vehicle is in a middle-value range and it is uncertain whether the identification should be white or black, place this scale up to the color of vehicle in question to determine the value. The edge of one step on the gray scale should nearly disappear in juxtaposition with the color of the vehicle.
“Special” vehicles that require painting and offer high visibility to the general public (i.e. tractor-trailer vans, buses, etc.), should be painted in the white/blue scheme with a NASA red logotype, as shown on the following pages. Proposed designs for such vehicles should be submitted to the NASA Graphics Coordinator.
Two sizes of typography are available for application to large vehicles. For tractor-trailer vans (and vehicles of a similar scale), the cap height of the typography is 3%". For buses (and vehicles of a similar scale), the cap height of the typography is 2%, The agency name always remains in the two-line configuration and the center identification appears in one line positioned below the agency name at a distance of two-times the cap height, baseline to baseline. For example, on a tractor-trailer van, the cap height of the typography is 32" and the center name is positioned 7" below the second line of the agency name, baseline to baseline. When 2%" cap height type is used, the center name is positioned 52" below the second line of the agency name, baseline to baseline.
An intermediate size of 1 ¾" cap height typography is also available for intermediate size vehicles (tractors, trucks, vans, small buses, and vehicles of a similar scale) to be used with a 5" or larger logo.
A white vehicle provides an opportunity to utilize the logotype in NASA red with all other typography in black, as shown below (fig. a). The sizes and relationships of the identification configuration remain the same. Note that a red logo is used only on a white background for vehicles.
A “special” vehicle, intended to be more conspicuous to the general public, may be painted in the white/blue scheme shown below (fig. b). The vehicle is visually divided in half into a white stripe on top and a blue stripe on the bottom. (The specific contours of the car model often suggest where the division should be). The government use identification is black, the logotype is NASA red, and the agency and center identification is white. The flush-left handling of all elements is retained.
The color specifications for the white/ blue scheme (gloss enamels from the Federal Standard Color System) are as follows: White # 17886, Blue # 15102.
The illustrations below show the various sizes of the four elements that comprise the identification configuration and the approximate placement of the configuration on the door of the vehicle.
These marking configurations are prespaced, dry-transfer mylar letters. The center name, prepared in either one or two lines, is positioned 2" below the agency name as shown below. It may be necessary to adjust the positioning of the configuration to accommodate chrome molding, door guards, etc. that vary on most vehicles. It is imperative to retain the flush-left handling of all elements.
The small illustration below demonstrates the correct application of the configuration to the passenger door.
In appropriate instances, the NASA logotype may be separated from the identification configuration and positioned elsewhere on the vehicle or in a larger size. The remaining identification elements remain on the front doors of the vehicle.
The illustrations below show the various sizes of elements that comprise the identification configuration, sans the logotype, and the approximate placement of the configuration on the door of the vehicle. The 3%" cap height logotype appears elsewhere on the vehicle for a better display. Refer to the various demonstrations on the following page.
The small illustration below demonstrates the correct application of the configuration, sans the logotype, to the passenger door. All elements are flush-left.
The flexibility and variety of the NASA vehicle identification system is demonstrated in the seven illustrations below. The consistency within the system is achieved through the simple, clean application of the typography and the distinctive display of the logotype on the various vehicles.
a) Pick-up truck: On a color of light value, all identification is black. A 5" cap height logotype is used at the rear of the vehicle for a more prominent display. The typography on the door is adjusted to accommodate the contour edge of the vehicle while retaining the flush-left configuration.
b) Panel truck: On a color of dark value, all identification is white. Adequate space allows the logotype to be separated from the other identification and displayed in a larger size (8" cap height).
c) Panel truck with windows: The larger logotype (8" cap height) is separated from the other identification and aligns with the x-height of the first line of the configuration. All identification is white on a dark color vehicle.
d) Tractor-trailer van: This is an appropriate use of the white/blue scheme on a vehicle which may be frequently seen by the public. The cap height of the typography is 32" and the cap height of the logotype is 24" on this and other vehicles of this scale. An 18" logotype is available for smaller vans.
e) Bus: The white/blue scheme may also be appropriate here. The cap height of the typography is 2%" and the cap height of the logotype is 12 on this and other vehicles of this scale.
f) Truck: On trucks that require painting, the cab is white and the remainder of the vehicle is NASA warm gray. A standard configuration for a white vehicle is applied to the cab doors. The gloss enamels are from the Federal Standard Color System: White # 17886, Gray # 16165.
g) Station wagon: The standard size NASA red logotype (3s" cap height) is positioned at the rear of the white station wagon. The typography on the door retains the flush-left handling of the elements.
This is an example of a special purpose vehicle that offers wide exposure of the NASA Unified Visual Communications System to the general public. The design utilizes NASA red and warm gray with a large logotype.
While this specific vehicle design is distinct from the other vehicles shown on the previous pages, it has a similar “family” look due to the use of the Helvetica typefaces, the flush-left handling of the typography, the large display of the logotype and the relationships between the various elements.
A clean, simple look is desired in all such instances, emphasizing the logotype as the primary element identifying the vehicle to the agency. The name of the specific vehicle (i.e. Aerospace Education Unit) is on the second level of emphasis. The full agency and center name are in a small scale and subordinate to these two elements. The government use information remains on the front doors of the vehicle.

Uniform Guidelines

Personnel identification is an important facet of the NASA identification program. An embroidered patch incorporating the logotype is available for application on a wide variety of uniforms and clothing. Two patch designs, shown to the right, are available.
For general personnel, a white patch with a NASA Red logotype is available. This achieves the simplest and most effective identification on various types and colors of clothing that may include other badges or name tags. The patch is applied on the right front side of the garment approximately 1 ½" (3.8 cm) directly above the breast pocket or in a comparable position on garments without pockets. On a blazer (fig. e), the top edge of the patch aligns with the left breast pocket.
A few specific color recommendations are made for NASA uniforms: royal blue for flight suits; white for lab coats, hardhats, and helmets. A 7" wide (17.8 cm) logotype may be embroidered in NASA Red centered on the back of a white lab coat (fig. d). On a white hardhat or helmet, a 5" wide (12.7 cm) NASA Red decal of the logotype may be centered on the front (fig. g).
To distinguish emergency/security personnel (security guards, firemen, etc.) a distinctive NASA Red patch with a white border, white logotype and the installation identification in black is available. The name of the emergency/security service (i.e. Fire Department) appears in white centered within a smaller black patch that is positioned %" (.9 cm) under the red patch. This configuration is worn on both shoulders of the uniform, on both shirts (fig. f) and outer-jackets. A light blue shirt and hat with dark blue trousers or skirt is recommended.

Certificates And Awards Guidelines

The NASA seal is incorporated in the design of important certificates and awards. Those awards which are given for substantial service or performance and which are held in high esteem are designed in a more traditional style. Illustration (a) is an example of such an award.
contemporary style and may employ the NASA logotype as shown in the illustrations (b) and (c).
The length of the Federal Service Award shall consist of an Award Certificate and a Service Pin both of which will incorporate the NASA seal.
Merit certificates of a short-term or lesser rank can be designed in a more

Mission Patch Guidelines

Because of the relatively short duration of any specific mission and because of the unique personality of each of the patches, they should occupy their own visual space, separated from official NASA identification. In this way, the two elements are noncompetitive and the mission patch can achieve the emphasis it deserves.
Contact the graphics coordinator at NASA headquarters for advice and counsel on the use of mission patches.
Note that space has been used to separate the mission patch from the NASA logotype and signature.

Seal Usage Guidelines

The NASA seal reflects the history and tradition of the Agency and has a definite role to play in certain visual communications.
While the NASA logotype is used in all of the Agency’s day-to-day communications material, the seal should be reserved for use in connection with award presentations or formal events and activities which are ceremonial or traditional in nature.
The seal should never be used along with the NASA logotype. The two elements are intended for different purposes and are visually incompatible when seen side by side.
Contact the graphics coordinator at NASA headquarters for advice and counsel on the use of the seal.
This page contains camera-ready reproduction artwork for the NASA seal. This artwork may be reduced or enlarged photographically.
For additional supplies of reproduction art, contact the graphics coordinator at NASA Headquarters.

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Alexander Turnbull Library Id	135131
Cinii Research Id	1140282266634290176
Stack Exchange Tag	https://space.stackexchange.com/tags/nasa, https://astronomy.stackexchange.com/tags/nasa, https://physics.stackexchange.com/tags/nasa, https://history.stackexchange.com/tags/nasa, https://aviation.stackexchange.com/tags/nasa (+2 more)
Baidu Tieba Name	nasa (as of 2023-03-11)
Facebook Page Id	nasa
Sciencedirect Topic Id	engineering/nasa
Rationalwiki Id	NASA
Umls Cui	C0242776
Encyclopedia Of China (Third Edition) Id	407964
Bbc Things Id	8b3250e5-d202-457f-9c8e-be36e52edaf6
Owned By	Federal Government of the United States
Radio France Person Id	nasa
Imdb Id	co0031180
Commons Institution Page	National Aeronautics and Space Administration
Google Scholar Organization Id	3683687241266420577
Autonomous System Number	23, 24, 41, 270, 297 (+22 more)
Wikikids Id	National_Aeronautics_and_Space_Administration
Gran Enciclopèdia Catalana Id	national-aeronautics-and-space-administration
Libris Uri	tr575x0c3lsp568
J. Paul Getty Museum Agent Id	group/104SK3
Museum Digital Id	31587
Google News Publication Id	CAAqIQgKIhtDQklTRGdnTWFnb0tDRzVoYzJFdVoyOTJLQUFQAQ
Wikisimpsons Article Id	29784
Vikidia Article Id	it:NASA, es:NASA, eu:NASA, fr:National_Aeronautics_and_Space_Administration
Scopus Affiliation Id	60016296
Zhihu Topic Id	19551927
Openalex Id	P4310316511
Kisti Id	K000215675
Occupation	artist
France 24 Topic Id (French)	nasa
Niconicopedia Id	nasa
Kalliope Verbund (Gnd) Id	2294-9
Izvestia Topic Id	nasa
El Watan Topic Id	nasa
El Moudjahid Topic Id	nasa
Radio Algeria Topic Id (French)	nasa
Radio Algeria Topic Id (Arabic)	ناسا
New York Post Topic Id	nasa
The New Yorker Topic Id	nasa
Domain Name	nasa.gov
Mastodon Address	nasa@social.beachcom.org (from 2019-03-04)
National Library Of Ireland Id	vtls001226593
‎Private Enterprise Number	71
Imdb Keyword	nasa
‎Yale Lux Id	group/ef50d665-80fa-47ef-ad6c-4b55ddc98ed0
Scimago Institutions Rankings Id	24829
Coordinate Location	38.88306, -77.01639
Commons Creator Page	National Aeronautics and Space Administration
Termdat Concept Id	501348
Maintained By Wikiproject	WikiProject Spaceflight, WikiProject Aviation, WikiProject Technology, WikiProject United States, WikiProject United States Government (+4 more)
Teen Vogue Tag Id	nasa
The Advocate Tag Id	nasa

Employees History

Employees	Year information	Bucket
17,336	as of 2018	10K-50K
17,300	as of 2018	10K-50K
18,000	as of 2021	10K-50K

🔗 Connections

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UNKNOWN

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2009

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Vehicle Marking Guidelines

Uniform Guidelines

Certificates And Awards Guidelines

Mission Patch Guidelines

Seal Usage Guidelines

2006

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Core Values

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Categories

Brand Imagery

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