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.
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.
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.)
Approved color variations
Green / Aqua
Aqua / Green
Aqua / Blue
Blue / Aqua
Blue / Indigo
Indigo / Blue
Indigo / Purple
Purple / Indigo
Additional wave variations
Dynamic wave for external-facing marketing materials
Most internal materials will use the standard, simple wave graphic, but external or customer-facing marketing materials incorporate a more dynamic wave graphic that includes an additional stroke along the edge of the wave, as shown below.
Imagery-driven collateral materials also use a dual-wave treatment which accentuates the dynamic wave in both the image and the wave graphic. When creating this type of material, the chosen wave configuration is mirrored as a white overlay on the image.
Many of the templates found in the Printed Collateral Materials section of this site incorporate the dynamic wave graphics. All versions of the wave, including the white overlay, are available for download from this page.
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. It is available in both standard and dynamic wave variations.
In PowerPoint® presentations, or other applications where it is desired to limit the amount of ink on the page, you may use the outlined wave. It is available in both standard and dynamic wave variations.
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. 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.
The wave graphic width equals the width of the application plus bleed.
The wave graphic may be proportionally scaled up to 200% of the width of the application plus bleed.
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.
Note: All wave graphic files contain the following cropping guides on a non-printing layer.
Wave graphic placement
Once scaled appropriately, the wave graphic may be positioned in a variety of ways within a layout. The examples below demonstrate a few effective placements of the wave graphic.
What works well
The wave graphic may be placed with its horizontal edge resting along the layout edge.
The wave graphic may be extended from the horizontal edge.
The wave graphic may be combined with an image.
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.
Do not assign arbitrary colors or effects to the wave graphic.
Do not convert the color wave graphic to grayscale. Use the approved grayscale wave for black and white applications.
Do not overcrop the wave graphic.
Do not stretch, skew or distort the wave graphic.
Do not embellish or add graphics to the wave.
Do not rotate the wave at an angle other than 180 degrees.
Do not use multiple waves or multiple color variations on one page.
Do not remove portions of the wave.
Do not use the wave graphic as a holding shape for imagery.