Brand Guidelines

Brand Guidelines
September 2007 Updated
Table of Contents
Strategic Background .....................................1-2
Logo..................................................................3
Logo (Primary Signature)................................4
Color Palette....................................................5
Logo Usage (Color Variation).........................6
Clear Space.....................................................7
Background Control........................................ 8
Incorrect Usage................................................9
Typography.......................................................10
Typography Usage...........................................11
Signature Placement.......................................12-13
Trophy...............................................................14
Trophy Branding...............................................15
Live Examples.................................................. 16-18
Strategic
Background
The Context In Which We Exist
“We need to reinvent the way we market to consumers.
We need a new model. It does not exist. No one else has
one yet. But we need to get going right now.”
Marketing is in the midst of the most challenging
period of change and uncertainty in decades.
The meaning of marketing itself is being redefined,
and clients are faced with new sets of challenges
in everything from media and messaging, to
understanding the environmental impact of
their product. With all of the changes that are
taking place in marketing however, at least one
fundamental thing remains unchanged; the desire
for results.
The Challenge For Effie
The Effie award is currently the only major
‘advertising’ award which reflects the combination
of strategy, creative and resulting effectiveness of
communications. It is the effectiveness which is
the substance which truly sets Effie apart.
However, despite this strategic clarity and the very
high regard for Effie across the globe, we need
to take a more assertive brand guardianship
approach due to these changing times and the
geographic spread of the brand.
Consequently as well as updating the Awards
themselves we have conducted an overhaul of
our own visual identity.
Page 1 Strategic Background
– A.G. Lafley, Chairman-CEO P&G, 2004
Strategic
Background
(Continued)
A series of bold steps have been initiated to elevate
the Effie award in the eyes of the ‘advertising’
community, as well as reaching out to include the
broader domain of marketing; Design, Branding,
Digital, Guerilla, etc. Just some of those steps are…
• New inclusive judging guidelines encourage
submission from any form of marketing communications, whether mainstream or alternative; digital
or print; design or advertising; paid or unpaid, etc.
• Judging panels comprised of leaders from
across the spectrum of marketing disciplines, from
both agency and clients
• New awards in such emerging categories as:
David Vs. Golaith: Smaller or emerging brands taking
on established category heavyweights
Media Idea: recognition that the lines between creative
and media are blurring, and this category looks to award
those ideas where the media application was a driving
factor behind the overall idea.
…and many more.
The Role For Design
With all of these important changes taking place in
the makeup of Effie, a new visual identity was seen
as necessary to firstly, visibly signal that an evolution
was taking place. And secondly, an updated and
well executed design, would demonstrate the new
direction of Effie.
Key criteria for communications for the evolved
design were as follows:
•Create a more contemporary, iconic visual ID
•Retaining a link to the legacy of Effie
•Elevate us to the identity caliber of D&AD,
Cannes demonstrating excellence
•Make it a trophy everyone in the business
would want
Page 2 Strategic Background (Continued)
Evolving Effie
Page 3 Logo
Logo
Logo
(Primary Signature)
The effie awards signature is the graphic
symbol of the corporate brand and is an
important corporate asset. This asset must be
protected from misuse by assuring consistent,
high-quality reproduction of the signature
wherever it appears.
Page 4 Logo (Primary Signature)
The logo is composed of two elements: a
symbol in the rendition of the trophy and a
crafted logotype based on ITC Avant Garde
Bold. The symbol and logotype can be used
on their own depending on the circumstance
i.e. super graphic, sign off, etc.
It is a unique piece of artwork and must never
be re-created or typeset. Only the approved
digital files should be used to reproduce
the signature. These guidelines will help you
reproduce the effie awards logo with care,
precision, and consistency.
Symbol
Wordmark
Pantone 872 C
Pantone 872 C 70%
Pantone Process Black C
Color Palette
The color palette is based on the highlights
and tones of the trophies’ colors bronze, silver,
gold and the Grand effie’s Black. Gold is the
primary color.
The colors shown throughout this manual
have not been evaluated by Pantone, Inc., for
accuracy and may not match the PANTONE
Color Standards. PANTONE® is a registered
trademark of Pantone, Inc.
Primary Color Palette
Pantone 877 C
C 00 M 00 Y 00 K 40
Pantone 8562 C
C 41 M 74 Y 69 K 43
Pantone Process Black C
C 00 M 00 Y 00 K 100
Pantone 877 C 70%
C 00 M 00 Y 00 K 28
Pantone 8562 C 70%
C 39 M 56 Y 51 K 11
Pantone Process Black C 80%
C 01 M 01 Y 01 K 80
Page 5 Color Palette
Pantone 872 C
C 20 M 30 Y 70 K 15
Secondary Color Palette Tints
Pantone 872 C 70%
C 14 M 21 Y 49 K 11
Logo Usage
(Color Variation)
4 Color Logo
2 Color Logo
1 Color Logo
Note: The 4 color logo uses
gradients to achieve a 3D look.
Use this technique when you
are unable to use metallic
materials to represent the logo.
Note: The 2 Color Logo
uses metallic pantones to
achieve the appearance
of metals. This is the preferred
look, however for production
purposes use this style
when you have the printing
capabilities.
Note: The 1 color logo is used
for special printing purposes
(varnishes, faxes).
Page 6 Logo Usage (Color Variation)
Different materials and printing needs require
specific color variations of the logo. Use these
three logo styles to achieve the optimal look
and feel.
Clear Space
and Scale
Always maintain a minimum clear space
around the signature to preserve its integrity.
This space isolates the signature from
distracting graphic elements, such as copy,
photography, or background patterns. The
minimum amount of space is based on the x
width of the ‘e’ in effie awards.
100%
50%
1/2 inch
Note: Minimum Size
Page 7 Clear Space and Scale
The logotype should always be legible. When
the logo is less then .5 inch it becomes difficult
to read and loses its effectiveness.
Background Control
White Space
Colored Space
Gradient Space
Photographic White Space
Photographic Colored Space
Photographic Negative Space
Page 8 Background Control
When placing the logo over a background it
is preferred that it is over a clear white space.
If it is required to be over a photographic or
complex background then allow for enough
clear space and place the logo in the clearest
area of the background.
Incorrect Usage
Do not change the color of the
signature.
Do not stretch or distort the
signature.
Do not change the proportions
of the signature elements.
Do not rearrange the
signature elements.
Do not place signature on a
confusing background.
Page 9 Incorrect Usage
The shape, color, and configuration of the effie
awards signature should never be altered in
any way. Although the examples below do not
represent every misuse, they illustrate some
common misuses that must be avoided when
reproducing the signature.
Typography
The typography should be precise and clean
with a simple modern approach to handling
page layout. The Primary typeface is the ITC
Avant Garde family. The acceptable font
weights are book, medium, and bold. The
secondary typeface is Verdana use this for
web purposes, i.e. e-mail, web documents.
Aa Bb Cc Dd Ee Ff Gg Hh Ii
0123456789
Aa Bb Cc Dd Ee Ff Gg Hh Ii
0123456789
ITC Avant Garde Medium
!A"B#C$D%E&F'G(H)I
ITC Avant Garde Light
$%&'()*+,Chalet London Nineteen Seventy
Aa Bb Cc Dd Ee Ff Gg Hh Ii
Jj Kk Ll Mm Nn Oo Pp Qq Rr
Ss Tt Uu Vv Ww Xx Yy Zz
0123456789
Verdana Regular
Page 10 Typography
ITC Avant Garde Bold
Typography Usage
The subhead or by-line is set in the same
bold typeface but matches the color of the
body text (in this case a tint of black (40%).
It can be justified or aligned left.
Body text are set in a lighter typeface (ITC
AVANT GARDE MEDIUM). Body copy is justified
or aligned left.
Note: The baseline is set by the
word “awards” in the logotype.
Page 11 Typography Usage
Headlines are ITC AVANT GARDE BOLD. The
color for a headline should be selected
from one of the primary colors.
Signature Placement
Letterhead
116 E27th St. 6th Flr.
New York, NY 10016
D 212 687 3280
O 212 557 9242
E dmcdevitt@effie.org
www.effie.org
Page 12 Signature Placement
Denise McDevitt Associate Director
Signature Placement
(Continued)
Denise McDevitt Associate Director
116 E27th St. 6th Flr.
New York, NY 10016
www.effie.org
Envelope
To:
Dennis Payongayong
Anomaly Communications
536 Broadway, 11th Floor
New York, NY 11217
D 212 687 3280
O 212 557 9242
E dmcdevitt@nyama.org
Page 13 Signature Placement (Continued)
Business Card
Page 14 Trophy
Trophy
&$$+
Page 15 Trophy Branding
Trophy Branding
Client
Title
Agency
&$$+
Branding the trophy with more then 3 lines of information
Note: No information goes below the baseline of the word awards.
Clients (No more then 35 characters per line)
Title
Agency
Personalization
Live Examples
Annual Journal
SILVER WINNER
MEDIA COMPANIES
GOLD WINNER
Nike Bauer
TLC
NIKE BAUER HOCKEY
Chris Zimmerman
Pres.-CEO
THE LEARNING CHANNEL
David Abraham
Exec.VP-Genl. Mgr.
Chris Lindner
VP-Global Mktg.
Derek Koenig
Sr. VP-Mktg
Ed Saunders
Steve Jones
U.S. Brand Mktg. Mgr.
Global Comm. Mgr.
Neile Hartman
Doug Seybert
Dir.-Mktg. Strategy
Dir.-Mktg. Strategy
Darryl Hughes
Canadian Mktg. Mgr.
Amy Winter
Creative Dir.
OLSON
MEDIA IDEA
SILVER WINNERS
KTRS
THE MARTIN AGENCY
Bob Molhoek
VP-Bus. Strategy Officer
Christopher Mumford VP-Mgmt. Super.
Arturo Mendiola
Andrew Donlan
Sr. Acct. Exec.
Acct. Exec.
Sarah Burgess
Kathy Cho
Acct. Super.
Acct. Coord.
Steve Knapp
Jen Hale
Media Dir.
Media Strategist
Katherine Wintsch
Mike Hughes
VP-Sr. Strategic Planner
Pres.-Mngng. Part. Creative Dir.
McDonald’s Restaurants
KTRS
Tim Dorsey
Craig Unger
McDONALD’S USA
Pres.
Station Mgr.
SCHUPP CO.
Corey Lawson
Acct. Exec.
DDB SEATTLE
John Livengood
Anthony Simmons
Sr. Writer
Scott Manning
Sr. VP-Acct. Group Dir.
Mike Conway
Jim Mayfield
Assoc. Creative Dir.
Sr. VP-Creative Dir.
Eric Gutierrez
Shaun Stripling
Creative Dir.
Assoc. Strategy Dir.
Exec. VP-Exec. Creative Dir.
Brett Siemen
Sr. Art Dir.
Matt Gilmore
Matt Griffin
Copywriter
Acct. Super.
Kelly Showalter
Sr. Production Mgr.
PHD
CREW CREATIVE AGENCY
OMD SEATTLE
Teri Bauer
Genl. Mgr.
Katie Bergerud
Assoc. Dir.-Strategy
BE THE ONE
LIFE LESSONS
To combat an all-out assault from Reebok, Nike made an
unprecedented move by creating the Nike Bauer brand. Bauer,
TLC’s ad sales and ratings were down, and viewers were emotionally disconnected from the network. With the heyday of “Trading
a long–established hockey company, was the first brand to share
the Nike name and logo. This campaign helped establish the new
Spaces” long gone, viewers and ad buyers weren’t sure what TLC
stood for any more. TLC needed a new identity. With this campaign,
brand’s credibility among hockey–crazed kids.
a new lifestage and strategic platform were created that would
define the network as something more than just a TV channel.
Based on human truths, this campaign took TLC in a new direction,
revitalized the network, increased ratings and engaged viewers.
&$$+
LEISURE PRODUCTS
ST. LOUIS CARDINALS – MISSING BIRDS
WE’RE UP WHEN YOU’RE UP
In an unusual use of outdoor, the St. Louis Cardinal/KTRS’ campaign
The unusual affinity between an “open 24 hours” promotion and
created a deafening buzz. After 52 years of Presented
being broadcast
“don’t drink and drive” message afforded an opportunity for Mcbyon
KMOX, Cardinal’s games moved to 550 KTRS,
a move
new
Donald’s
to demonstrate
community commitment while increasing
The
New the
York
American
Marketing
Association
station wanted to communicate. To do so, six pairs of sequential
late night store traffic. Bar coasters, free rides home in a pimped-out
outdoor boards were secured throughout the city. The lead board
cab, even Ronald’s wallet as collateral provided multiple campaign
was a Cardinals’ board and the following board was a KTRS board.
The message evolved throughout the campaign to create one
touches in and around late night hot spots in order to reach young
adults in their “I’m lovin’ it” moments. These ideas and environments
cohesive message between the two boards.
were chosen because who needs McDonald’s more at 2 a.m. than
58
59
2007 EFFIE AWARDS
Event Ticket
4HURSDAY*UNETH
Sponsored by
5:30 PM
6:30 PM
Cocktail Reception
Dinner and Gala Awards Program
The Altman Building
Metropolitan Pavilion
135 W. 18th Street
125 W. 18th Street
between 6th & 7th Avenues
New York City
between 6th and 7th Avenues
New York City
&$$+
Sponsored by Discovery Networks
Gala Sponsors
Page 16 Live Examples
people in need of sobering up?
Live Examples
(Continued)
Page 17 Live Examples (cont.)
Winner’s Certificate
Invitation
2007 EFFIE AWARDS
Thursday, June 7th 2007
6:30 PM
Cocktail Reception
Dinner and Gala Awards Program
The Altman Building
Metropolitan Pavilion
135 W. 18th Street
125 W. 18th Street
between 6th & 7th Avenues
between 6th and 7th Avenues
New York City
New York City
FPO
&$$+
Sponsored by Discovery Networks
RSVP
Priority Tables of Ten Regular Tables of Ten Individual Tickets To order your tickets go online to
www.effie.org
Seating is allocated on a first come, first served paid basis.
Paper provided by Sappi
Gala Sponsors
Effie Awards
116 East 27th Street, 6th Floor
New York, NY 10016
5:30 PM
Live Examples
(Continued)
Page 18 Live Examples (cont.)
Website