Wave graphics

The Xylem wave graphic is a powerful symbol of our brand, suggesting water, movement, confidence and adaptability.


Four configurations of the wave graphic are available as scalable art for use in a variety of layouts and templates. Select the configuration that best meets the needs of your particular application. To give variety to our communications, intersperse the configurations throughout the materials we develop. Wave_configurations

Orientation options

To add an additional level of flexibility to our visual system, each graphic may be mirrored vertically or horizontally but may only be rotated at an angle of 180 degrees. Wave_rotate-mirror

Color variations

To present the wave graphic effectively in our communications, we have developed a set number of color variations by following a color-pairing strategy. The colors within our secondary palette are paired with their respective “neighboring” colors at 65% tint and transparency to create eight distinctive wave graphic color variations. Use these variations across all materials, whenever possible, to bring bold waves of color into our visual language. With the exception of product brand applications, the colors of these files may not be altered. (See Product Brand Logos for information on wave graphics that can be customized to match product brand key accent colors.)

Color-pairing strategy


Approved color variations (primary use)

wave_green-aqua Green / Aqua wave_aqua-green Aqua / Green imagery_clip_image006 Aqua / Blue imagery_clip_image008 Blue / Aqua imagery_clip_image010 Blue / Indigo imagery_clip_image012 Indigo / Blue imagery_clip_image014 Indigo / Purple imagery_clip_image016 Purple / Indigo

Additional variations (limited use)

Two additional variations of the wave graphic accommodate applications where production limitations may impact your ability to use one of the approved color variations. Use grayscale waves waves only in applications where featuring color is not possible, such as some data sheets or newspaper ads. The grayscale wave should not appear on full-color applications. imagery_clip_image017 Grayscale In PowerPoint® presentations where it is desired to limit the amount of ink on the page when printing, you may use the Xylem Blue outlined wave. wave_outlines Outline

Scaling and cropping the wave graphic

While the wave graphic may be oriented in a variety of ways, we’ve assigned a defined range of scaling options to ensure that the application retains the dynamism of the wave effect. The graphic should always bleed off both the left and right sides of an application and therefore, must not be sized smaller than the width of the application. When increasing the size of the wave graphic, enlarge it by scaling proportionally from the taller edge of the graphic. As the wave graphic is scaled, it is also cropped. Avoid cropping more than half the graphic, which can result in a flat, motionless wave effect. For this reason, do not scale the graphic by more than 200% of the width of the layout. Follow the diagrams and guidelines below to ensure proper scaling and cropping of the graphics.

Minimum size

The wave graphic width equals the width of the application plus bleed. Wave_min-scale

Maximum size

The wave graphic may be proportionally scaled up to 200% of the width of the application plus bleed. Wave_max-scale

Extreme horizontal applications

In extremely horizontal applications—where the wave graphic will not properly fit within the vertical space when proportionally scaled—horizontally scale the wave graphic across the layout. In these situations, make certain the flowing, dynamic nature of the original wave graphic is retained. Wave_extreme horizontal Note: All wave graphic files contain the following cropping guides on a non-printing layer. Wave_crop

Wave graphic placement

Once scaled appropriately, the wave graphic may be positioned in a variety of ways within a layout. The examples below demonstrate both effective and ineffective placement of the wave graphic.

What works well

Wave_placement_bottom The wave graphic may be placed with its horizontal edge resting along the layout edge. Wave_placement_extend The wave graphic may be extended from the horizontal edge. Wave_placement_photo The wave graphic may be aligned with an image along its horizontal edge.

What to avoid

Wave_placement_bottomcrop Do not crop the horizontal edge of the wave graphic. Wave_placement_extendcurve Do not extend from the curved edge of the graphic. Wave_placement_photocurve Do not align photography to the curved edge of the wave

Incorrect usage

The Xylem wave graphic must be applied carefully in order to correctly represent the Xylem brand. While it may be applied in a variety of ways, there are several uses to avoid. As well as the guidelines and examples above, please follow the additional examples below and throughout this site for applying the wave graphic correctly. The samples on this page do not illustrate every misuse, but the general guidelines that they represent can be broadly applied when working with the wave graphic.

Wave_1_DoNotRecolor Do not assign arbitrary colors or effects to the wave graphic. Wave_2_DoNotGrayscale Do not convert the color wave graphic to grayscale. Use the approved grayscale wave for black and white applications.
Wave_incorrect_use_1 Do not overcrop the wave graphic. Wave_incorrect_use_4 Do not stretch, skew or distort the wave graphic.
Wave_5_DoNotAdd Do not embellish or add graphics to the wave. Wave_6_DoNotAngle Do not rotate the wave at an angle other than 180 degrees.
Wave_7_DoNotMultiple Do not use multiple waves or multiple color variations on one page. Wave_8_DoNotRemove Do not remove portions of the wave.
Wave_dont-scale-thin Do not scale the wave graphic from the thinner edge. wave_incorrect_use_3 Do not use the wave graphic as a holding shape for imagery.

Digital applications

In digital applications photography may align to the curved edge of the wave graphic so that a clean horizontal space above the graphic is reserved for brand identification and navigation. Xylem homepage

Rev: 09-25-2017