Brand
Elements

Improving upon the past
while forging new paths.

Brand Imagery

Imagery must have a professional appearance or be purchased from a stock photography vendor. When people are present in the shot, proper safety uniforms and helmets must be worn. Images should not be overly casual or posed to the extent that they appear generic.

Brand Imagery

Imagery must have a professional appearance or be purchased from a stock photography vendor. When people are present in the shot, proper safety uniforms and helmets must be worn. Images should not be overly casual or posed to the extent that they appear generic.

Product silos should be captured and angled appropriately for catalog or online usage. At job sites, the products should be the focal point in the image, with equipment blending into the background.

When representing sustainability, natural settings like lakes or ponds are preferred. We never show oceans or bodies of water that look dirty. All images should contain angles or patterns with visual interest.

Product silos should be captured and angled appropriately for catalog or online usage. At job sites, the products should be the focal point in the image, with equipment blending into the background.

When representing sustainability, natural settings like lakes or ponds are preferred. We never show oceans or bodies of water that look dirty. All images should contain angles or patterns with visual interest.

Duotone

The brand equity ADS has built around green continues on with our product-adorned green stripe, logo and designs.

Implementing a secondary green palette in duotone imagery is another way for us to “own” green.

NEVER show our pipe in a duotone image. Pipe and products are to remain full color.

The Green
Stripe

Since the beginning, Advanced Drainage Systems has been synonymous with the distinct green stripe found on our pipe. This product branding is recognized instantly by associates, customers and investors alike.

More than an identifier, it's a piece of brand equity visually associated with properties like long lasting, sturdy and reliable.

We want to continue to build the brand equity of the stripe by incorporating it in new ways. As shown here, it can be a focal point in design without taking away from the message.

ROTATION ANGLE

-19.625°

WIDTH

6 times the width of one of the stripes in the ADS logo used on the document

General Layout

The green stripe should be used on most, if not all, advertising and design layouts. It is a disrupting element that keeps ADS a recognizable brand, though it never takes away from the main message of the layout.

Layouts and Rules

Full Image

Full Color

Partial Image
& Copy

Always keep the image full bleed and, if used, keep a duotone image consistent to the brand by following the duotone guidelines. Typography should work with the image and never obscure faces.

Illustrations

Product illustrations can be used throughout our site and in product campaigns to highlight product in a way that can't always be photographed.

Products should always be to scale with their environment and in relation to other products. Illustrations should be realistic in style, preferably created by a 3D illustrator. Cutaways can be utilized to show the product underground, within buildings or the flow of water through products.

When illustrated with other products, we should never connect or show a product being used in a way that it wouldn't be able to be used in the field.

When showing products in their environment plant life can be used to refer to ADS creating resilient and sustainable products. People or animal life can be utilized to show how products effect (or don’t effect) the everyday and wildlife.

Icons

In marketing and investor materials, we use icons from our existing library to highlight statistics.

These icons should come from our existing icon library and look like those found on this page. This unique design with movement and personality helps differentiate them from other icons.