Resources

Campaign Resources

Welcome to the Resources section of the Stop Aquatic Hitchhikers! campaign website. The site and this section provide a context for managing the approved brand usage guideline specifications and some examples that can be downloaded or modified and tailored to your specific outreach needs to help increase brand awareness and understanding.

An important document that is found in this section is the 2017 Brand Standards. This downloadable resource explains the proper use of the brand and its various elements by highlighting the tag lines, providing some messaging guidance, alternative brand signatures and the brand’s new co-branding capabilities. In order to get the most of out the new brand and its different features, it is important to adhere to the guidance and maintain strict brand integrity. This will help to provide consistent use and promotion of the prevention behaviors, which is essential for the campaign and is being implemented across state lines and internationally as well. The Fish and Wildlife Service and our partners are confident that by working together and following these standards, we can accomplish our mutual goals and assure the long-term use and health of our aquatic resources.

Graphics Library

Brand Mark Signatures

Brand Icon

5.1 Brand Icon
Stylized and unique illustration inside a red octagon shape with soft octagon drop shadow.

5.2 Minimum Clear Space
The margin of distance surrounding the entire brand icon is defined by “H”, which is equal to the height of the boat bow (See Brand Standards Manual).

5.3 Brand Icon/Minimum Size
To be recognizable, the brand icon should not be any smaller than .5 inch in height.

Brand Mark Signature V2L

5.4 Brand Mark Signature/Vertical Two Line
The approved vertical combination of the SAH brand icon, brand logotype, brand tagline and brand URL graphic elements that visually represent the brand.

5.5 Minimum Clear Space
The margin of distance surrounding the entire brand mark vertical signature is defined by “H”, which is equal to the cap height of the brand logotype (See Brand Standards Manual).

5.6 Minimum Size
To be recognizable and legible, the brand mark vertical signature should not be any smaller than 1.5” in height.

Brand Mark Signature H2L

5.7 Brand Mark Signature/Horizontal Two Line
The approved horizontal combination of the SAH brand icon, brand logotype, brand tagline and brand URL graphic elements that visually represent the brand.

5.8 Minimum Clear Space
The minimum distance surrounding the entire brand mark horizontal two line signature is defined by the width of the brand logotype cap “H” (See Brand Standards Manual).

5.9 Minimum Size
To be recognizable and legible, the brand mark horizontal two line signature should not be any smaller than 2.75” in length.

Brand Mark Signature H1L

6.1 Brand Mark Signature/Horizontal One Line
An approved alternate signature for extreme horizontal applications.

6.2 Minimum Clear Space
The minimum distance surrounding the entire brand mark horizontal one line signature is defined by the width of the brand logotype cap “H” (See Brand Standards Manual).

6.3 Minimum Size
To be recognizable and legible, the brand mark horizontal one line signature should not be any smaller than 3.25” in length.

Brand Logo H1L

6.4 Brand Logotype Signature/Horizontal One Line/ Alternate
An approved alternate signature for extreme horizontal applications when the SAH brand icon (red octagon) is not permitted.

6.5 Minimum Clear Space
Minimum distance surrounding the brand logotype horizontal one line signature is defined by the width of the logotype cap “H” (See Brand Standards Manual).

Brand Logo H2L

6.6 Brand Logotype Signature/Horizontal Two Line/ Alternate
An approved alternate signature when the SAH brand icon (red octagon) is not permitted.

6.7 Minimum Clear Space
Minimum distance surrounding the brand logotype horizontal one line signature is defined by the width of the logotype cap “H” (See Brand Standards Manual).

Brand URL

6.8 Brand URL Logotype
An approved alternate signature when the SAH brand icon (red octagon) is not permitted.

6.9 Minimum Clear Space
Minimum distance surrounding the brand URL logotype is defined by the width of the brand logotype cap “H” (See Brand Standards Manual).

Call to Action

7.1 Brand Mark Signature/Vertical
The approved vertical SAH brand mark signature with call to action steps for extreme vertical formats. The brand mark signature is separated from the call to action steps with a horizontal rule colored SAH Red.

7.2 Brand Mark Signature/Vertical
The approved vertical SAH brand mark signature with call to action steps for vertical rectangular and square formats. The brand mark signature is separated from the call to action steps with a horizontal rule colored SAH Red.

7.3 Brand Mark Signature/Horizontal
The approved horizontal SAH brand mark signature with call to action steps for horizontal rectangular and square formats. The brand mark signature is separated from the call to action steps with a horizontal rule colored SAH Red.

7.4 Brand Mark Signature/Horizontal
The horizontal vertical SAH brand mark signature with call to action steps for extreme horizontal formats. The brand mark signature is separated from the call to action steps with a vertical rule colored SAH Red.

Relationship Scaling

8.1 Relationships Scaling
Determining a brands relationship and visual hierarchy within a given brand media communication. The scale and position of the brand mark signature, headline message and call to action steps should be consistent with your brand communications objectives.

8.2 Brand Mark Signature/Dominant
Primary and most visible brand of a given communication.

8.3 Headline And Brand/Equal Dominance
A headline message and brand mark signature demonstrating equal and dominate visual impact in a given communication.

8.4 Headline And Brand Dominant/ Call To Actions Subordinate
A headline message and brand mark signature demonstrating equal and dominate visual impact with call to actions steps in a subordinate position.

8.5 Headline Dominant/Brand And Call To Actions Subordinate
A dominate headline message demonstrating visual impact while the brand mark signature and call to actions steps take a subordinate position.

Co-Branding Examples

10.1 Levels of Identification
When more than one brand entity sponsors a given communication, the visual hierarchy i.e., scale and position of these brands to each other, should be consistent with your partnership brand communications agreements, positioning and objectives. Levels of identification provide a simple structure and format to manage the relationship options between the dominant brand and a partner co-brand, partner endorsement brand and other possible supporting endorsement brands. The SAH Levels of Identification include:

LEVEL 1 – SAH DOMINANT BRAND

Primary and most visible sponsor of a specific communication.

LEVEL 2 – SAH DOMINANT / PARTNER ENDORSEMENT

Partner brand(s) that take a subordinate endorsement position to the dominant brand. Partner brand endorsement communicates valued partnership, alliances and support to the dominant brand.

LEVEL 3 – SAH/PARTNER CO-BRANDING

Two partner brands sharing the primary sponsor position and equal visibility of a specific communication.

LEVEL 3 – SAH DOMINANT / PARTNER ENDORSEMENT

Supporting brands take a subordinate endorsement position to the dominant brand while communicating their alliance, bringing added value and credibility to the dominate brand.

10.2 Dominant Brand
Primary sponsor and most visible brand in a specific communication.

10.3 Partner Co-Brands
Partner co-brands take an equal position to each other.

10.4 Partner Endorsement Brand
Partner brand(s) that take a subordinate endorsement position to the dominant brand.

10.5 Supporting Endorsement Brand(s)
Supporting brands take a subordinate endorsement position to the dominant brand while communicating their support, alliance, and added value to the dominate brand.

Brand Media Examples

Recreation

11.1 Recreation General/Boat Launch
The Stop Aquatic Hitchhikers!TM media is designed to target aquatic invasive species recreationist through primary headline and optional subheading strategic messages, photo images, call to action steps, supporting endorsement brands, a partner endorsement brand and the communications dominant brand sponsor. Aquatic recreation specific ad leverages boat launching imagery with strong call to action headline “Clean. Drain. Dry.”.

11.2 Recreation General/Shoreline Camp
Aquatic specific recreation outdoor imagery dominant with headline, SAH Brand Mark Signature and action steps. Optional supporting endorsement brand.

11.3 Recreation Specific/Fishing
Aquatic specific recreation outdoor imagery dominant with headline, SAH Brand Mark Signature and call to action steps.

11.4 Recreation Specific/Kayak
Aquatic specific recreation outdoor imagery dominant with headline, SAH Brand Mark Signature and call to action steps.

11.5 Recreation Specific/Paddle Board
Aquatic specific recreation outdoor imagery dominant with headline, SAH Brand Mark Signature and call to action steps.

11.6 Recreation Specific/Fly Fishing
Aquatic specific recreation outdoor imagery dominant with headline, SAH Brand Mark Signature and call to action steps..

11.7 Recreation Specific/Jet Ski
Action recreation imagery communicates the fast moving fun and our high emotion for the aquatic environment.

11.8 Recreation Specific/Power Boat
Action recreation imagery communicates the fast moving fun and our high emotion for the aquatic environment.

11.9 Invasive Specific/Mussel
Aquatic invasive specific ad leverages a high profile regional campaign brand “Don’t Move A Mussel!” and invasive imagery.

Horizontal

12.1 Brand Mark Signature/Horizontal
The Stop Aquatic Hitchhikers!TM media is designed to target aquatic invasive species recreationist through bold headlines, strategic messages and optional imagery. Extreme horizontal formats are common to outdoor advertising conditions when long range viewing while traveling at high speeds is your most critical design criteria.

12.2 Brand Logotype Signature/Horizontal Two Line/ Alternate
Use the SAH Brand Logotype Signature/ Horizontal Two Line (6.6) when the SAH Brand Icon (red octagon) is not permitted.

12.3 Recreation Specific/Boating
Aquatic recreation specific ad leverages boat launching imagery with strong call to action headline “Clean. Drain. Dry.”.

12.4 Recreation Specific/Water Skiing
Aquatic recreation specific ad leverages action imagery with the strong call to action headline “Clean. Drain. Dry.”.

12.5 Invasive Specific/Mussel
Aquatic invasive specific ad leverages a high profile regional campaign brand “Don’t Move A Mussel!” and invasive imagery.

Vertical

13.1 Brand Mark Signature/Vertical
The Stop Aquatic Hitchhikers!TM media is designed to target aquatic invasive species recreationist through bold headlines, strategic messages and optional imagery. Extreme vertical formats are common to column publication advertising where space is limited. Other vertical media may include rack brochures, hanging banners, retractable pull-up banner displays and wall poster. Optional supporting endorsement brand(s).

13.2 Brand Mark Signature/General Headline
Dominant headline over SAH Brand Mark Signature and action steps. Optional supporting endorsement brand(s).

13.3 Invasive Specific/Mussel
Aquatic invasive specific headline leverages a high profile regional campaign brand “Don’t Move A Mussel!”over SAH Brand Mark Signature and action steps. Optional supporting endorsement brand(s).

13.4 Recreation Specific/Shoreline and Canoeing
Dominant AH Brand Mark Signature with Aquatic general recreation outdoor imagery. Optional partner endorsement brand.

13.5 Recreation Specific/Kayak
Aquatic specific recreation outdoor imagery dominant with headline, SAH Brand Mark Signature and action steps. Optional partner endorsement brand.

13.6 Invasive Specific/Mussel
Aquatic invasive specific ad leverages a high profile regional campaign headline/brand “Don’t Move A Mussel!” and invasive imagery. Optional partner endorsement brand.

Image Library

Invasive Species Resources

Related Initiatives

As America’s only national fish and wildlife agency, the U.S. Fish and Wildlife Service is charged with protecting fish and wildlife and has taken on the role of fighting aquatic invasives and has created the original and expanded Stop Aquatic Hitchhikers! campaign. This campaign broke new ground and defined new roles and opportunities for the conservation community to participate in this effort. Inspired by the success of the campaign, other local and regional initiatives have followed. For example, Wildlife Forever created the Clean, Drain, Dry Initiative and the Invasive Species Action Network created the Clean Angling Pledge. Additionally, various local communities have created branded species-specific outreach and action initiatives that focus on preventing the spread of detrimental species. Ultimately, this is a national and global issue that is shared by all and with the new co-branding capabilities, partners can benefit from Stop Aquatic Hitchhikers! 15-year history and brand recognition while also promoting awareness of local initiatives or various problematic species.   

  • 100th Meridian InitiativeA cooperative effort between local, state, provincial, regional, and Federal agencies to prevent the westward spread of zebra/quagga mussels and other aquatic invasive species in North America.
  • Aquatic Invasive Species NetworkThis website reflects the collaborative efforts of many states and provinces in the western United States and other regions of the country to prevent the introduction and spread of aquatic invasive species by focusing on their pathways of introduction, sharing information and best management practices, developing and implementing outreach campaigns to raise public awareness, and providing training.
  • Aquatic Nuisance Species Task Force: This intergovernmental organization is dedicated to preventing and controlling aquatic invasive species. The Aquatic Nuisance Species Task Force is co-chaired by the U.S. Fish and Wildlife Service and National Oceanic and Atmospheric Administration andstrives to coordinate governmental efforts with those of the private sector and other North American interests.
  • Clean Drain Dry Initiative TM: This initiative uses the Clean Drain Dry message to generate behavior-changing practices in recreational users that help protect natural resources from invasive species. It creates stewardship and relevancy locally using nationally approved best management practices. CD2 can be used in conjunction with other tag lines or brands, yet stands strong as the simple clear message understood by all. 
  • Don’t Move a Mussel: This website is dedicated to educating our community about the threat the mussels pose to recreational opportunities, our environment, and economy.
  • National Invasive Species Council: This intergovernmental organization works to sustain and expand Federal efforts to safeguard interests of the United States by preventing, eradicating, and controlling invasive species, as well as restoring ecosystems and other assets impacted by invasive species.
  • Play Clean Go: An education and outreach campaign for outdoor recreationalists. The campaign promotes awareness, understanding, and cooperation by providing a clear call to action to be informed, attentive and accountable for stopping the spread of terrestrial invasive species.

Learn More

Stop Aquatic Hitchhikers! launched in 2002 and has become the face of aquatic invasive species prevention over the past 15 years with its iconic brand empowering individuals to become part of the solution.  In 2008, the phrase Clean, Drain and Dry entered into the national lexicon of prevention.  Instead of burdening people with remembering lengthy descriptions about the desired actions they could take, the Clean, Drain and Dry phrase became an easy to remember substitute for best management practices.  This good idea led to two significant actions…

  • Wildlife Forever, a Minnesota-based conservation organization and strong Stop Aquatic Hitchhikers! partner, developed its own Clean, Drain, Dry campaign, and
  • SAH-BrandBuilding on Wildlife Forever’s great idea, the U.S. Fish and Wildlife Service acting for the Aquatic Nuisance Species Task Force, underwent a brand refresh for the Stop Aquatic Hitchhikers! campaign incorporating Clean, Drain, Dry as a new tagline linked to the iconic signature that is already well recognized. This strategy combines 15 years of brand recall with this evolutionary component to help people remember the critical prevention actions – clean – drain – dry.  The box on the right shows the differences between the original and newly evolved brand signatures.

Learn more about “Clean, Drain and Dry”:

Learn about inspecting and decontaminating a boat:

Learn more about collaborative efforts to prevent aquatic invasive species:

Learn more about aquatic invasive species and their harmful impacts:

General:

Invasive Mussels:

Communicating Effectively About Aquatic Invasive Species Issues

Learn from the work and experience of others! In 2003, a multi-state conservation grant was awarded to help address aquatic invasive species communications issues.  This project involved multiple partners including the International Association of Fish and Wildlife Agencies, U.S. Fish and Wildlife Service, state fish and wildlife agencies and their respective in-state and regional partners.

Download the Report now!

Within the Report you will find:

  • Comprehensive Communication Strategies. You’ll find information on how Arizona, Missouri, New Hampshire and South Carolina increased their capacity to address aquatic nuisance species issues through development of comprehensive communications strategies. You will also find communication strategies and evaluation tools that you can use to assist development of your own strategies.
  • Strategies for effective responses. You’ll find information on how to develop a stronger voice and greater capabilities when addressing regional and national aquatic nuisance species regulation and enforcement issues.