Brand Elements

Graphical W

The Waterstone “W” Graphical Element is used throughout Waterstone branding as a footer element. When used, it should appear in the lower left hand corner and be screened back to 15%. This element should be used at the bottom of the page where possible although may also be used at the top. (example see the Letterhead) When the “W” is used at the bottom of a page, the “W” should be cropped at the bottom as shown.

Graphical W

 

Graphical W cropped

 

Waterstone Footer

The Waterstone Footer is used at the bottom of every ad in addition to many other branded Waterstone elements. The footer consists of the horizontal logo on the right and the Graphical “W” (screened back to 15%) on the left. The footer also has the two Waterstone addresses, website and e-mail address at the bottom which is set in Helvetica Neue Light 45. The whitespace on each side should be equal to the width of the blue bar as indicated by the grey circles. For samples of a full ad layout, see the Ad Layouts in the Application Library.