
Brand Elements
Photographic Style
The photos and imagery used in our communications should feel genuine and authentic in order to create an emotional connection with the audience. Select images that depict the energy of our events, the passion and precision of our member organizations, and the beauty of the products they produce and distribute.
Avoid images that appear overly staged, generic, or cliche, as well as images of building products not produced by the millwork industry.








Image Treatment
In addition to standard full color images, a brand-colored overlay may be used to create a unique and consistent visual aesthetic in both print and digital applications.
This image treatment is achieved by applying a solid WMA Teal or WMA Orange layer on top of an image with the blend mode set to Multiply. For best results, the underlying image should be desaturated. The brightness of the underlying image should also be increased as needed to achieve the desired result.


Standard Image
Teal Overlay


Standard Image
Orange Overlay
Brand Patterns
Our 'Gridlines' brand pattern evokes the imagery of graph paper historically used to sketch out moulding profiles and reflects the roots of our organization and our members. This subtle pattern adds visual interest to otherwise plain backgrounds and may be applied in either the light or dark versions as needed.
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Gridlines - Light
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Gridlines - Dark
Iconography
Our brand uses icons from the Font Awesome icon library. The icons may be applied in Teal on top of a light background or in Cream on top of a dark or Orange background.
Home
Phone
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Home
Phone
Location
Members
Windows
Doors
Advocacy
Networking
Safety
Home
Phone
Location
Members
Windows
Doors
Advocacy
Networking
Safety
These guidelines were created for World Millwork Alliance by the team at Heartwood Brands.
If you have questions about using these guidelines, please contact: