Transcription
The EconomistOpen futureIntroductionA global conversationStyle guide (v.2)May 1st 2018
The EconomistOpen futureIntroduction1.Who we areFor 175 years The Economist hasnot only reported news—it hasalso championed ideas: freemarkets and open societies. Overthe years we’ve made the case formany controversial causes, fromprivatisation to drug legalisationand same-sex marriage.Today, in a period of populismand, in many parts of the world,of growing authoritarianism,the liberal values behind suchcauses are being challenged fromall sides. So we’ve launchedOpen Future www.economist.com/openfutureOur aim is to remake the case forthese values in the 21st century.We want this exploration of ideasto involve our critics as well asour supporters, and to engage ayoung audience in particular.The project includes the fullbreadth of The Economist’sjournalism in print, online, films,podcasts, social media andevents. As our founder, JamesWilson, described it 175 years ago,our aim is to “take part in a severecontest between intelligence,which presses forward, andan unworthy, timid ignoranceobstructing our progress.”
The EconomistOpen futureIntroduction2.Language Written style: ‘Open Future’Contacts: Strapline: ‘A globalconversation’ Editorial co-ordinator:Kenn Cukier Mission statement:‘A discussion on the role ofmarkets, trade, technologyand freedom, througharticles, online debates,invited essays and events’ Commercial co-ordinator:Mark Cripps Editorial branding & design:Stephen Petch Commercial creative &communications: AnnaSummers
The EconomistOpen futureBranding3.Primary logo lock-upThis is the primary identifier forOpen FuturePrimary usage The full colour logo appearson white, OF teal, OF blue orreversed out of either On coloured backgrounds orimagery, the reverse or blackversion is usedPrimary usage: reverseHEX: 16C9B2CMYK:67, 0, 43, 0HEX: 0F287FCMYK:100, 90, 5, 5
The EconomistOpen futureBranding4.Logo positioningExclusion zone For clarity and impact, keep aclear space around the logo The exclusion zone for thelogo is the height of the doublequote markExclusion zoneMinimum size For legibility, the logo shouldnever be smaller than 15mmwide (print) and 90px (screen)Positioning In editorial, the logo positionedtop left. In marketing andadvertising, the logo is rightaligned and positioneddiagonally opposite from theEconomist logo on the pageMinimum size20mm / 100pxFor small sizes use the correct lock-up(shown left). The strapline should be legiblePositioningHEX: 16C9B2CMYK:67, 0, 43, 0HEX: 0F287FCMYK:100, 90, 5, 5
The EconomistOpen futureBranding5.Box logoThe box logo can be used as anapp icon, a social media avatar,on video animations, and onmerchandisePrimary usage The full colour logo appearson white, OF teal, OF blue orreversed out of either On coloured backgrounds orimagery, the reverse or blackversion is usedPrimary usage: reverseHEX: 16C9B2CMYK:67, 0, 43, 0HEX: 0F287FCMYK:100, 90, 5, 5
The EconomistOpen futureBranding6.Logo positioningExclusion zone For clarity and impact, keep aclear space around the logo The exclusion zone for thelogo is the height of the doublequote markExclusion zoneMinimum size For legibility, the logo shouldnever be smaller than 15mmwide (print) and 90px (screen)Positioning In editorial, the logo positionedtop left. In marketing andadvertising, the logo is rightaligned and positioneddiagonally opposite from theEconomist logo on the pageMinimum size15mm / 90pxPositioningHEX: 16C9B2CMYK:67, 0, 43, 0HEX: 0F287FCMYK:100, 90, 5, 5
The EconomistOpen futureBranding7.Sub-brand lock-upPositioning When used off-platform ie,where no existing Economistlogo is present, the OFlogo can be paired with theEconomist box in the style ofthe sub-brand system For reasons of clarity andvisual harmony the colours arealigned with the master brandSub brand lock-upPrimary usage: horizontal lock-upPrimary usage: horizontal lock-up reversedHEX: E3120BCMYK0, 100, 100, 0Primary usage: vertical lock-upHEX: 121212CMYK0, 0, 0, 100HEX: FFFFFF
The EconomistOpen futureBranding8.Festival logo lock-upThis is the primary identifier forOpen Future FestivalPrimary usage The full colour logo appearson white, OF teal, OF blue orreversed out of either On coloured backgrounds orimagery, the reverse or blackversion is usedPrimary usage: reverseHEX: 16C9B2CMYK:67, 0, 43, 0HEX: 0F287FCMYK:100, 90, 5, 5
The EconomistOpen futureBranding9.Primary paletteOF’s primary colour palette isblue and tealNeutralsBlack is for type and logo onlight backgrounds. The greysappear as background coloursand UI elements onlinePrimaryHEX: 16C9B2CMYK:67, 0, 43, 0HEX: 0F287FCMYK:100, 90, 5, 5HEX: 121212CMYK:100, 0, 0, 0HEX: FFFFFFHEX: 7A7A7AHEX: B5B5B5HEX: F2F2F2NeutralsHEX: 383D42
The EconomistOpen futureBranding10.Section identitiesOpen Future explores five themes— each one has its owncolour-set and identifier / icon: o pen society considersdiversity, and individual rightsversus group rights open borders focuseson migration open markets examinestrade, markets, taxes andwelfare reform open ideas looks at free speech open progress coverstechnology, its impact andregulationColour pairingsopen societyopen bordersopen marketsopen ideasopen progress
The EconomistOpen futureBranding11.Section coloursEach OF sub-theme has it owncolour scheme with a primaryand a secondary pairingPrimaryHEX: FB4146CMYK:0, 75, 55, 0HEX: BADD83CMYK:35, 0, 60, 0HEX: FF8874CMYK:0, 55, 40, 0HEX: B0CED6CMYK:35, 10, 15, 0HEX: FF962DCMYK:0, 45, 85, 0HEX: 0E0240CMYK:100, 100, 12, 40HEX: 00392FCMYK:85, 35, 65, 60HEX: BF062FCMYK:5, 100, 70, 15HEX: 1C4F82CMYK:90, 60, 10, 15SecondaryHEX: 4E1832CMYK:55, 95, 30, 55PairingsSocietyBordersMarketsIdeasProgress
The EconomistOpen futureBranding12.IconsThe icons are created on a strictpixel grid and share the sameelements and stroke weightopen bordersopen ideasopen societyopen progressOpen Markets
The EconomistOpen future13.IllustrationThe flagship illustrationrepresenting the overarchingOpen Future initiative. Foraesthetic continuity this feedsinto the five sub-themedillustrations (see next slide).The style is intentionally clear,upbeat, bold and graphicallyconceptualBranding
The EconomistOpen futureBranding14.IllustrationA bespoke set of illustrationsfor each sub-theme. For instance,to be used as hero images oneach website landing page andon advertising and as
The EconomistOpen future15.Core typefacesEcon Sans is the primarytypeface for use in all OpenFuture materials. For the OF logothe typeface was redrawn as abespoke stencilBrandingEcon Sans OS BoldEcon Sans OS RegularEcon Sans OS UVWXYZ123456789!@ % &*();:’,.”?Econ Sans OS RSTUVWXYZ123456789!@ % &*();:’,.”?
The EconomistOpen future16.Core typefacesMilo is used for body copy andtext at smaller sizes. Italics areused in the strap lock-up and alsoto differentiate small amounts ofbody copyBrandingMilo TE BoldMilo TE RegularMilo TE Regular ItalicMilo TE UVWXYZ123456789!@ % &*();:’,.”?Milo TE RSTUVWXYZ123456789!@ % &*();:’,.”?Milo TE Regular STUVWXYZ123456789!@ % &*();:’,.”?
The EconomistOpen futureApplication17.MPU unitDesigns for an MPU unit for useon external websitesWhat would happen ifthere were no borders?Find out more300px wide x 250px highWhat would happen ifthere were no borders?Find out more
The EconomistOpen futureApplication18.Hub CTA tilesDesigns for CTA tile unitswhich are hosted on theEconomist.com/openfuturehome page.Utilising the neutrals palette forthe background colour (#f2f2f2)ensures that the UI is harmoniouswith both Economist.com andthe Open Future brandRegister30px padding
The EconomistOpen futureApplication19.Traffic driverDesigns for the traffic driverwhich is currently hosted on theEconomist.com home pageShould borders be open?Speech gagged?Tech titans regulated?Should borders be open?Speech gagged?Tech titans regulated?Visit The Economist’sOpen Future initiativeVisit The Economist’sOpen Future initiative320px wide x 250px high mobile version (15px padding)1754px wide x 239px high desktop version (30px padding)
The EconomistOpen futureApplication20.Social mediaDesigns for social media ‘cards’ toappear on Twiiter feeds1911px wide x 1080px high (120px padding)
The EconomistOpen future21.ProductsExample of the Open Futurebranding applied across digitalproducts, tote bag and t-shirtApplication
The Economist Open future Introduction For 175 years The Economist has not only reported news—it has also championed ideas: free markets and open societies. Over the years we've made the case for many controversial causes, from privatisation to drug legalisation and same-sex marriage. Today, in a period of populism and, in many parts of the .
