Logo Guidelines
The Third Wave Automation Logo
The concept of the Third Wave in automation represents the collaborative partnership between humans and technology. It's an era of not just streamlining processes but understanding and adapting to the human experience. The Third Wave is about a future where automation doesn't replace human endeavors but enhances them.
The Third Wave Automation logo represents a commitment to that vision. This is a vision where the collaborative relationship between humans and technology is at the forefront. The logo symbolises a paradigm shift to automation where the emphasis is not only on efficiency but also on the elevation of human potential.
Logo Elements
The Third Wave Automation logo is comprised of two elements: The Wave symbol, Third Wave, and Automation wordmarks. Together, these elements signify our expertise in innovation and automation. Consistent use of the logo and its application can increase the value of our brand over time.
Primary logo variant anatomy
Horizontal logo variant anatomy
Spacing
Use enough spacing around the TWA Logo where no text, graphics or images can appear. The sole purpose of space guidelines are to ensure the Logo stands out wherever it appears. If the Logo is placed too close to graphics or type, its impact and legibility are diminished.
Primary version
X = the height of the Third Wave Wordmark.
Horizontal version
X = the height of the Third Wave Logo.
Primary Logo Variations
Full-color logo
The full-color logo is preferred and should be used wherever possible on light backgrounds. Each part of The Wave symbol uses a color gradient fill which is described below.
Monochromatic logo
The monochromatic logo is less desirable but may be used as either a black logo on lightly colored backgrounds or a white logo on darkly colored backgrounds where necessary
Color gradient
The primary use of this gradient is as a fill for The Wave symbol of the Third Wave Automation logo. This gradient may not be used for other design purposes.
Gradient wave angles
Each of the Wave's elements displays the gradient at a specific angle that matches its rotation.
Do
Use the full-color logo against a light background
Do
Use the full-color logo against a black background. Both "Third Wave" and "Automation" wordmarks need to be in white.
Do
Use the monochromatic logo in white on a dark blue background
Don't
Don't use the full-color logo on a dark background unless all wordmarks are in white
Don't
Don't use the monochromatic logo in secondary color on dark backgrounds
Don't
Don't use the monochromatic logo in secondary color on light backgrounds
Don't
Don't use the full-color logo against any textured background
Don't
Don't use the full-color logo on TWA Blue background
Don't
Don't use the full-color logo on a gradient or textured background
Don't
The TWA primary logo in color should always include both "Third Wave" and "Automation" wordmarks.
Don't
The TWA primary logo on dark background should always include both "Third Wave" and "Automation" wordmarks.
Standalone use of The Wave
The textless icon logo The Wave may be used as a watermark of media that is otherwise Third Wave branded, or can be integrated directly into graphical elements like lower 3rds. It may not be used in place of a logo with text or to fill up space.
Watermark
The Wave can be used as a watermark in signage like the above example. A full version of the logo must also be present. Using only The Wave with no full logo present is not allowed.
Hardware branding
Use The Wave as a standalone element on hardware that's already TWA branded and for invoking TWA specific functions.
Environmental graphics
The Wave can be used as a texture element in structures such as conference booths
Don't
Don't use the The Wave to fill up space. Use imagery or typography to further convey your points instead.
Horizontal Logo
The horizontal version of the Third Wave Automation logo should be used when there are spatial restrictions for the logo placement or vertical space comes at a premium. For example, if the available surface is mostly horizontal, this version of the logo is preferred.
Use the horizontal logo when layouts are primarily left aligned or when vertical space is at a premium.
TWA Reach truck sides
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Booth ceiling banner
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Horizontal logo in document footer
Use the horizontal logo variant in footers or headers that only allow for limited vertical space for logo placements
Don't
Avoid using the primary variant of the logo in footers or headers with limited vertical space.
Full-color logo
The full-color logo is preferred and should be used wherever possible on light backgrounds. Each part of The Wave symbol uses a color gradient fill which is described on this page.
Monochromatic logo
The monochromatic logo is less desirable but may be used as either a black logo on lightly colored backgrounds or a white logo on darkly colored backgrounds where necessary
Do
Use the full-color logo against a light background
Do
Use the full-color logo against a black background. Both "Third Wave" and "Automation" wordmarks need to be in white.
Do
Use the monochromatic logo in white on a TWA Blue background
Don't
Don't use the full-color logo on a dark background unless all typography is in white
Don't
Don't use the monochromatic logo in secondary color on dark backgrounds
Don't
Don't use the monochromatic logo in secondary color on light backgrounds
Don't
The horizontal logo in color on light backgrounds should always include both "Third Wave" and "Automation" wordmarks.
Don't
The horizontal logo on dark background should always include both "Third Wave" and "Automation" wordmarks.