BRAND IDENTITY STYLE GUIDE - CMO Council

Transcription

BRANDIDENTITYSTYLE GUIDE

TABLE OFCONTENTSCMO Council Concept03Logo Usage GuidelinesLogoClear SpaceTaglineColor VariationsBackground ControlMisusage04Color PaletteMain Color PletteRegional Colors11TypographyPrintWebOffice Replacement13Graphic ElementCMO Council bugusaget18Imagery GraphicsGeneralPhotographyGraphic owerpoint PresentationsPrint Advertisement Collateral25CMO Council’s LogotypesAdvisory BoardsCMO Council Propertiesl3102

CMO COUNCILCONCEPTThe CMO Council is an exclusive and influentialpeer-networking group of authority leaders inmarketing. The council is a valuable, strategicresource not only to its members, but alsomedia, analysts, CEOs, board members,legislators and other functional specialists.The CMO Council is a private, non-profitorganization dedicated to high-level knowledgeexchange, thought leadership and personalrelationship building among senior marketingand brand decision-makers. The council isbased in Northern California, but regionalchapters convene worldwide under the auspicesof GlobalFluency. The CMO Council is anexclusive and influential peer-networkinggroup of authority leaders in marketing underthe direction of a rotating board of advisorsand an annually elected chairperson. The CMOCouncil is an invitation-only affinity groupworking to further the stature, credibility,influence and understanding of the strategicmarketing function among business executives,opinion leaders and critical stakeholders. CMOCouncil members are drawn from the upperechelons of corporate management to forma trusted, close-knit community of peers whouse their access, connections and expertisefor mutual benefit, support, referral andprofessional advancement.CMO COUNCILCONCEPT03

LOGO USAGEGUIDELINES

LOGOThe CMO Council logo is a vital component ofthe CMO Council brand identity. As such, itneeds to be used appropriately andconsistently across all printed and on-screenapplications. Misuse of the logo will weaken themessaging of the CMO Council. In order topreserve consistency with our identity, neverattempt to recreate the logo. The proportionsand position of the symbol to the logotypeshould never be altered.BugThe bug consists of a redcircle and three whiteletterforms inside of it. Itshould never be alteredor recreated.The following guidelines should be followedwhenever creating original printed or on-screenpieces for the CMO COUNCIL.LogotypeThis logotype was createdusing a custom typeface. It hasbeen converted to outlines, soyou do not need this font forreproduction. Please do nottry to recreate the logo.LOGO USAGEGUIDELINESRegistered TrademarkThis legal superscript isan important part of thelogo and should neverbe removed.05

CLEAR SPACEA clear space is defined to maintained thesignature’s integrity. If the minimum clear spaceis not applied, the signature’s impact will becompromised.Do not allow any graphic elements, such ascopy, photography or background patterns, toclutter up the clear space.XXXXXClear SpaceThe clear space is determinedby the height of the C & theleading space between the twoCs. Do not let other graphics ortext violate this space.LOGO USAGEGUIDELINES06

TAGLINEThe tagline should be used in conjunctionwith the CMO Council signature wheneverpossible. The font used is Univers Mediumtracked. Should the signature be 3/4 of an inchor smaller, use the signature without the tagline.This logo is distributed by Marketing CreativeServices upon request. Please do not attemptto recreate this yourself.TaglineThis tagline was created usingAvenir Book but was convertedto outline so you won’t need thefont for reproduction. It is alwayspositioned under the logotypeand aligned left.If the logo is 3/4 of an inch tall, or smaller do not use the signature with the tagline.Instead, use the logo without the tagline for better readability.LOGO07

COLOR VARIATIONSOne ColorThe preferred colors for offset printing arePantone 186 C and black.One Color NegativeThe one color negative logo may be usedon dark backgrounds–100% to 60% tint andphotographic backgrounds that create enoughcontrast for the logo to stand out.Black and WhiteThe black and white logo may be used onlypositive and never reverse. The logo should notappear in a screen tint of black.Pantone 186Used primarily when printed on promotionalmaterial: stationery, packaging, presentationfolders, direct mail.4-color CMYKUsed primarily for desktop printing: any kind of4-color print materials.RGBUsed for all forms of digital ans electronicmedia and on the web.Do not use the black and white logo for anyprint jobs where color is available.1-color negativeUsed primarily on dark backgrounds thatcreate enough contrast for logotype to standout (100% to 60% screen tint).1-color positiveUsed primarily for limited color jobs when thefull color signature cannot be achieved.LOGONegative colorUsed sparingly, should be; only for limited usewhere the logo is needed in a simplified andsubtle way.08

BACKGROUNDCONTROLThe preferred background color for theCMO Council signature is white. If using abackground color other than white, a 10-30%tint is preferred. If the background is darkerthan 70%, use a Negative or 1-Color Negativelogo to increase contrast. Avoid solid colorbackgrounds that wash out the logo. Thesetints range between 40-60%. If the CMOCouncil logo must be on a red background, besure to use a Negative Color logo (ref. page 15).When placing the CMO Council logo on aphotographic image, the background shouldalways provide sufficient contrast to thesignature. Textured backgrounds should besubdued and should never compete visuallywith the signature.White backgroundis always preferred.USAGEGUIDELINESBlack 30% tint or lower provides amplereadability.Black 50% tint - do not use tints that decreasecontrast and readabilityIf red must be a background, use NegativeColor logo signatureNever place the full color signature on red orequivalent background.Photographic background should providesufficient contrast to the signature.Do not use 1-color negative signature onphotographic background that does not createenough contrast for the logo to stand out.09

LOGO MISUSAGEDo not alter or distort the CMO Council logo inany of the following ways.Do not use a portion of the signature. Do notuse only the logotype or bug separately.Do not use change colors of the bug orsignature.Do not convert the signature to grey scale.Do not alter or distort the signature.Do not reposition the signature elements.Do not enlarge or reduce a portion of thesignature.USAGEGUIDELINES10

COLOR PALETTE

MAIN COLORPALETTECMOC Red and CMOC Dark Grey are themain colors of the CMO COUNCIL corporatecolor palette.The following guidelines should be followedwhenever creating original printed or on-screenpieces for the CMO Council. Do not convertPantone colors to CMYK, RGB or HEX. Onlyuse Pantone colors when producing a 1 or 2color print job. Otherwise use CMYK colorsfor digital printing. To ensure quality colorreproduction, refer to the current edition ofthe Pantone Color Guide.When producing designs to be viewed digitally,including websites, use RGB or HEX colors sothat the colors appear properly on screen.CMOC Red / North AmericaCMOC BlackPMS 186 U or 186 CC4 M100 Y91 K1R229 G26 B46#e51a2ePMS —C0 M0 Y0 K0R0 G0 B0#000000CMOC Dark GreyCMOC Medium GreyPMS 447 U or 447 CC67 M 63 Y62 K58R51 G51 B51#333333PMS 418 U or 424 CC64 M55 Y56 K31R85 G85 B85#555555Pantone is a registered trademark ofPantone Inc.CMOC Light GreyPMS Cool Gray 4C27 M21 Y22 K0R187 G187 B187#bbbbbbCOLORPALETTE12

REGIONAL COLORSThe following colors can be used to define theCMO COUNCIL regions. CMOC Red is used torepresent North America.Follow the rules pertaining to use of Pantone ,CMYK, RGB and HEX colors outlined on theprevious page.COLORPALETTECMOC AfricaCMOC Asia PacificPMSC53 M84 Y31 K11R127 G68 B113#7f4471PMSC0 M85 Y70 K0R255 G75 B51#ff4b32CMOC EuropeCMOC IndiaPMSC100 M96 Y26 K14R20 G37 B113#142571PMSC0 M75 Y100 K0R249 G101 B27#f9651bCMOC Latin AmericaCMOC Middle EastPMSC0 M39 Y94 K0R255 G168 B40#ffa828PMSC100 M0 Y85 K0R0 G200 B115#00c77313

TYPOGRAPHY

PRINT FONTThe Gotham font family is the primary font tobe used for brand collateral and other printmaterials. Gotham Thin should be used forsecondary headlines and body. Gotham Boldis to be used for all main klmnopqrstuvwyxz1234567890!@# % &*Gotham BoldUsed for Heading 1 and Heading 2. Most often in CMOC Red, White, or as a klmnopqrstuvwyxz1234567890!@# % &*Gotham MediumUsed for Heading 3 and Heading 4 Titles. Most often in CMOC Red, White, or opqrstuvwyxz1234567890!@# % &*Gotham ThinUsed for body copy, image and chart captions in CMOC Dark Grey.TYPOGRAPHY15

WEB FONTOpen Sans is the primary font family tobe used on the CMO Council website. Theweights and sizes vary to define its uses.When designing anything specific to theCMO Council brand for the website, be sureto follow these guidelines pertaining totypography.Please note: websites are ever-evolvingdesigned pieces. If guidelines for a specificuse are not outlined here, please refer tothe existing site and creative judgmentfor lmnopqrstuvwyxz1234567890!@# % stuvwyxz1234567890!@# % stuvwyxz1234567890!@# % &*Open Sans SemiboldUsed for headlines and buttons.Open Sans RegularUsed for subheads and highlighted text.Open Sans LightUsed for body copy and captions.TYPOGRAPHY16

OFFICE DOCUMENTSFONT REPLACEMENTFor the office documents such as MicrosoftWord and Powerpoints, we require usageof Calibri font to guarantee the consistencyaccross all systems. It also provides editingaccessibility for non-creative teams fghijklmnopqrstuvwyxz1234567890!@# % &*Calibri BoldUsed only for documents that will be handed off to non-creative teams to edit(i.e., PowerPoint fghijklmnopqrstuvwyxz1234567890!@# % &*Calibri RegularUsed only for documents that will be handed off to non-creative teams to edit(i.e., PowerPoint presentations).SPECIAL CASE:USING OTHER FONTSIn the rare instance that a font becomes partof a graphical illustration in a multimedia orcampaign communication, it may becomenecessary to use a font other than CMOCouncil main font . In these cases, alwaysensure you are using a high quality font thatcomplements CMO Council brand fonts.TYPOGRAPHY17

GRAPHIC ELEMENT

CMO COUNCIL BUGAS A GRAPHICELEMENTWe don’t allow to use a CMO Council red bugseparately from the logo itself.At the same time, we are using a croppedversion of this graphic element on the CMOCouncil stationary. This is a unique applicationand is not allowed to be replicated on anyother materials.1GRAPHICELEMENTCHIEF  MARKETING  OFFICER  COUNCIL1494  Hamilton  Way,  San  Jose,  CA  95125408.677.5300        www.cmocouncil.orgFollow  us  on  Twitter:  @CMO Council19

IMAGERY GRAPHICS

GENERALImagery plays an important role in CMO Council brand as integral part of its own brandidentity and also part of an authority leadership content CMO Council produces. This contentincludes programs, initiatives, and campaigns; online and live events; reports, white papers,infographics; CMO Council website, microsites, print digital publications, marketing andadvertising; co-sponsored content, etc. To ensure brand integrity of the CMO Council assets,it is important that the imagery can be described as: Bold: This is the marketing industry. Bold imagery captivates viewers. Clever: Clever and playful uses of imagery, whether it is a metaphor or simply a goofycharacter. Practical: If layering type over your imagery, Photoshop shades of light or dark toincrease the contrast and readability. Be subtle and elegant or else this tactic will lookoutdated and cheesy. Modern: Use modern and on-trend images and techniques to best represent the brand.IMAGERY GRAPHICS21

PHOTOGRAPHYPhotography style for CMO Council as anorganization is reflecting reflecting its values,mission, status and audience. Style: Clean and in-focus, sharp and crisp Content: Business leaders collaborating,having a dialogue or exchanging opinions.Image to reflect global and diverse natureof CMO Council membership base. Thedetails of the photo such as interior,furniture, clothing, devices and electronicsused - are modern, and up-to-date. Composition: The powerful andinteresting composition, cropping andangle of the photo is dictated by the needof the creative and meda. We also like touse image composites as a powerul way toconvey a message. Effects: For certain type of collateral weallow to use such effects as color shadingto allow the white text over the image.IMAGERY GRAPHICS22

GRAPHICILLUSTRATIONSGraphic illustration is an effective way tovisually convey business concepts andideas otherwise impossible to illustrate withphotography.Graphic illustration is widely used accrosssuch types of applications as CMO Councilpowerpoints, reports and infographics.The style of graphic illustrations we use is flat,minimalistic and concise.Always include colors from CMO Council’s maincolor palette for creating the connection withthe brand.IMAGERY GRAPHICS23

ICONSDo not tamper with the vector files of theicons. They have been designed to have equalstroke weights and be of equal proportionsto one another.ProgramIf additional icons are to be created, keep inmind the following: The size of the icon must be made equalto existing icons (compare to a similarvertical or horizontal icon in our libraryof CMO Council icons). The icon’s stroke must be of equal weightto the existing icons.CalendarSearchIcons play a large role in the CMO Council

When designing anything specific to the CMO Council brand for the website, be sure to follow these guidelines pertaining to typography. Please note: websites are ever-evolving designed pieces. If guidelines for a specific use are not outlined here, please refer to the existing site and creative judgment for guidance. Open Sans Semibold Used for headlines and buttons. Open Sans Regular Used for .