Tagline & Messaging

5.1 \\
Tagline

Our tagline embodies Wajax’s unique offering. It’s important that it stands out from body copy and has its own space. The preferred version is the positive two colour version, placed at the bottom left of the communication.

The tagline treatment consists of two elements, the double slash graphic and the tagline itself. In the preferred version, these are set in Wajax Red and Black. A reverse version is also available. The tagline has be purposely typeset and should never be recreated, re-written or altered in any way. Like the logo, the tagline should always be downloaded to keep the correct proportions. In the footer, linear version of the tagline is mandatory.

When the tagline appears within the razor OR on the top of the main picture, as part of the main messaging, a few rules need to be adhered to.

In the razor: It should appear only in Wajax Red with reversed type set in title case with a line break after the “Together”. There must be a ™ after the period as well. All other rules regarding typesetting in the razor also apply to the tagline in the razor, reference Section 5.2 Messaging.

On top of a picture, regular linear version can be used, or an alternate stacked version. Red/black, red/white or all white is acceptable as long as the tagline is prominent and eligible.

On a single page, tagline is mandatory.

5.2 \\
Priority Messaging, the razor

We’ve created a graphic treatment for our headlines and priority messaging called the razor. This is part of Wajax’s Corporate voice and should only be used for creative messaging. In communications, the razor is paired with the priority image, in the bottom left hand corner of the image. The razor should always be downloaded and never recreated. Reference below for applications.

SPECIFICATIONS FOR THE RAZOR AND HEADLINE COPY:

• Only in Wajax Red with reversed type set in Adelle Regular with +15 tracking and +2.5pt leading.

• The copy should always be set in sentence case. Capitalization only for the first word or names.

• No punctuation at the end of the title.

• Ideally, there should be two lines of copy, but one is possible. Never four or more lines.

• The width of the razor can be increased to match the headline length, plus twice the cap height of the headline copy. The Razor should never span the complete width of the layout except for extremely narrow layouts (eg. Skyscraper digital ad). Razor height should never exceed the height value of the Wajax logo. A special circumstance where the title in the razor may be extended in order to remain on a single line, a slight variation (1-2mm) on the right safe margin would be acceptable. Unless the razor is hiding an important element of the picture. The visual balance is important so exceptions such as this is acceptable with Marketing approval.

• Spacing on top and bottom should be equivalent to the cap height of the headline copy.

• Spacing on the left side of the copy should be one and a half times the cap height of the copy.

5.3 \\
Razor Applications

The red razor should always be included on the front and back cover. On a single page, the razor is mandatory. Razors can be used in different ways for dynamic appearance. Reference below and also pages 21-23 for additional examples.

NOTE: Our branding design recommendations is to go with NO red floating razor: the red razor should always be on top of a coloured area, that includes the footer, or straight on the edge (bottom) of the visual. Some exceptions with minimal use can be made on certain campaigns; however, the request MUST be approved by Marketing. On interior pages or collateral with alternative views, a razor is not mandatory. However, it’s recommended in order to separate sections, highlight a fact or add a graphic element. Note: a colour change needs to be approved by Marketing.

Here are some examples of variations with the razor:

5.4 \\
Slim Razor

In some cases, a slim razor may be used as a stylized branding element. The slim razor is approximately 1/3 the height of the original razor. It may be used to frame copy and images.