2020 WORLD ATM CONGRESS BRAND GUIDELINES

World ATM Congress

2020 Brand Guidelines Revised on 6 December - 2019

World ATM Congress 2020 Brand Guidelines Contents 1. Visual identity 1.1.

Logo guidelines 1.2.

Logo art files 1.3.

Colour palette 1.4.

Typography 2. Copy guidelines 2.1.

Phraseology and messaging 2.2.

Wording/terminology 2.3.

Language 2.4.

Style 2.5.

Statistics and achievements

3. Image guidelines

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1. VISUAL IDENTITY 1.1 LOGO GUIDELINES •

Always use a logo option with organiser reference whenever possible

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Avoid placing the colour logo on dark background. If use on a dark background is required, use the white version of the logo. Never use logo on a background with a heavy pattern or non-complimentary colour.

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Logos are never to be smaller than 2.5 inches in length, except for extremely small digital ads and small branded items – e.g. pens, lanyard ribbons, and pins. If desired logo scale will make organiser reference illegible, use a logo without the organiser reference. o E.g. In a print advertisement, organiser reference will be illegible below 7.5pts or 2.64583 mm. o In web digital formats, organizer reference will be illegible below 9pts or 3.175 mm.

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Always maintain a buffer around the entire logo to give it the proper visual separation boundary. o The ideal minimum XY buffer spacing around the entire logo should be equal to the XY (height/width) of the lowercase “o” in the logo art o In smaller digital banners, the minimum XY buffer spacing around the entire logo can be equal to half of the XY (height/width) of the lowercase “o” in the logo art

• • •

in this diagram, black lines indicate the outer boarder of the entire logo.

The red line indicates half of the XY height/width of the lowercase “o” in the logo. This is the minimum buffer line.

The green line indicates the XY height/width of the lowercase “o” in the logo.

This is the ideal buffer line.

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Logo guidelines, continued •

Do not rotate, or distort, or modify the logo in any way

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Never use the logo word art without the complete round divot artwork

•

Never use the round divot art or (individual divots) as an isolated design element(s) unless the design piece/display contains at least one initial usage of the full, lockedup round divot and ”World ATM Congress” logo

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To be used in conjunction with both organiser logos (ATCA and CANSO, if organiser logos are required), according to their respective brand guidelines

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The logo should never appear alongside another organisations logo unless it has direct, event-related or professional collaboration relevance (e.g. for a sponsor’s or exhibitor’s event promotion)

1.2 LOGO ART FILES FOR 2020 CMYK and RGB logo files for 2020 can be accessed at the following link: https://www.dropbox.com/sh/944zd10ou1sb100/AABSWD1JeczQZCRg91enS0-pa?dl=0 STACKED LOGOS – Logo – stacked, no date, with organiser reference Colour

Greyscale

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STACKED LOGOS – Continued Logo – stacked, no date, no organiser reference These are to be used if desired logo scale will make organiser reference illegible.

E.g. In a print advertisement, organiser reference will be illegible below 7.5pts or 2.64583 mm.

In web digital formats, organizer reference will be illegible below 9pts or 3.175 mm.

Colour

Greyscale

Logo – stacked, with dates, with organiser reference Colour

Greyscale

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Logo – stacked, with dates, no organiser reference These are to be used if desired logo scale will make organiser reference illegible.

E.g. In a print advertisement, organiser reference will be illegible below 7.5pts or 2.64583 mm.

In web digital formats, organizer reference will be illegible below 9pts or 3.175 mm.

Colour

Greyscale

ONE LINE LOGOS Logo – one line, no date, with organiser reference Colour

Greyscale

Logo – one line, no date, with no organiser reference These are to be used if desired logo scale will make organiser reference illegible.

E.g. In a print advertisement, organiser reference will be illegible below 7.5pts or 2.64583 mm.

In web digital formats, organizer reference will be illegible below 9pts or 3.175 mm.

Colour

Greyscale

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Logo – Square stacked, no date, with no organiser reference – for organiser use only These are to be used for social media icons, and other square oriented designs Colour

Greyscale

Logo – Square stacked, no year, with no organiser reference – for organiser use only These are to be used for social media icons, and other square oriented designs for items for multi-year use.

Colour

Greyscale

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1.3 COLOUR PALETTE *adjusted as of 2019 Primary Colours: Blue, Orange, White and Black Blue colour:

CMYK: 100-81-21-6 RGB: 0-70-133 HEX: #004685 Pantone: Blue 294 (Note: There is no direct Pantone match, this is a visual match.)

Orange colour:

CMYK: 0-68-99-0 RGB: 244-115-33 HEX: #F47321 Pantone: Orange 021 (Note: There is no direct Pantone match, this is a visual match.)

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Secondary Colours: For accents if needed. Primary colours should ideally be complemented by full-colour, highly saturated photography

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1.4 TYPOGRAPHY The design strategy for World ATM Congress is to incorporate the fonts used in the overall theme into the printed projects, and a separate complimentary standard set of fonts for recurring communications pieces.

The main theme font is from the "Acumin Pro ExtraCondensed " font family.

This font is available in Adobe Creative Cloud. Please note: If needed, an alternate for Unvers LT Std is Acumen Pro Semi Condensed Bold

The Non-theme common “evergreen� fonts for World ATM Congress are Helvetica Neue and Myriad Pro.

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2. COPY GUIDELINES 2.1 PHRASEOLOGY AND MESSAGING On the first reference of “World ATM Congress” in communications, it is important to include the descriptor “A Civil Air Navigation Services Organisation (CANSO) partnership with the Air Traffic Control Association (ATCA)”.

All references to World ATM Congress should be written out in full.

Correct: World ATM Congress Incorrect: World ATM Correct: World ATM Congress Incorrect: WATM Congress Correct: World ATM Congress Incorrect: WATMC When referring to a specific edition, always place the year of event after “World ATM Congress”, not before.

Correct: World ATM Congress 2019 Incorrect: 2019 World ATM congress 2020 Messaging For the specific event messaging, please refer to the event messaging section of the latest Communication Plan.

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2.2 WORDING/TERMINOLOGY - "Visitor" means non-fee paying attendee to the Exhibition; - "Exhibitor" means Exhibition stand holding company and its staff; - "Sponsor" means a company giving financial support to the Congress in exchange for marketing benefits; - "Conference attendee" means an attendee of the Conference; - "Supporter" means an industry stakeholder which supports the Congress and allows the use of its organisation's name for Congress marketing.

2.3 LANGUAGE Spelling Use British English spelling for all written communications – e.g. organisers, organisation, customise, programme, harmonised, characterised, organisation, catalogue, analogue, dialogue, theatre, centre, manoeuvre, etc.

Please see the Grammar - We use Oxford/serial commas whenever necessary.

- Please use the longer em-dash (–) rather than a hypen (-) when diving words/clauses in a sentence.

Capitalisation - Avoid using initial capitals for words in the middle of a sentence – unless these words are proper nouns; a name of company, publication or programme o For example, air navigation service provider – not Air Navigation Service Provider - For job title this rule applies - first letter is uppercase then lower case the rest - Other exceptions are event-related wording, i.e. “Exhibition Hall”, “Conference”, “Conference Programme” are capitalised.

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Word Choice Do not use the word “delegate” Do use: Conference programme Conference sessions Conference fees Conference attendee – not Conference delegate Conference speaker Conference Theatre – not Delegate theatre Conference lunch – not Conference delegate lunch Conference lunch area – not Conference delegate lunch area Use “Countries and Territories” – never just “Countries” Use Education Theatres – not Presentation Theatres

2.4 STYLE Promotional materials Tone of voice/language for promotional materials (I.e. Prospectus, Registration Brochure, Congress Guide, Newsletters etc) is formal Website - Tone of voice/language for the website should be consistent with all other printed materials (formal) - In print pieces, please include the official event URL: worldatmcongress.org Social media - Tone of voice/language for online content (i.e. social media) is informal, personal - Content shared can be of broader industry interest (not just event specific) - Whenever possible, include the hashtag #WorldATM - Whenever possible include the twitter handle @WorldATM_now - Whenever possible include the Instagram handle worldatmc with #worldatm and #myworldatm 12

2.4 STATISTIC AND ACHIEVEMENTS The numbers from 2019, for use in 2020 promotion: -

253 exhibitors in 25,000 Square Metre Exhibit Hall 9,573 Registrations 86 Members of the Press 135 Countries and Territories in attendance 90 ANSPs 2018 Individual ANSP Representatives 251 education sessions in 7 theatres – for a total of over 125 hours of programming

3. IMAGE GUIDELINES OWNERSHIP AND USAGE World ATM Inc. holds ownership/usage rights for all event images.

Event images (Conference, Exhibition Hall, Registration) are shared between the event organisers and can be used by each for the promotion of the event (i.e. website, newsletters, magazines, social media).

Event images can be shared with third parties but this is at the discretion of the event organisers and on a case by case basis.

Event images should not promote one organiser, sponsor, exhibitor, speaker, organisation or individual over another. When used in selection, there should be a fair representation of all.

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Addendum: British English common mistakes: Here are some of the most common British/American spelling mistakes to help you out.

1. Words ending in -re or -er In this category of common English spelling mistakes shows one of the things that confuses people the most. For this, words that end in -re are the ones that are common in British English where the same words are usually spelled with -er in American English. Some examples include: • Centre or Center • Litre or Liter • Fibre or Fiber • Theatre or Theater 2. Words ending in -ize or -ise According to the Oxford dictionary, the only difference between American English and British English in this category is the fact that verbs in American English are always spelled with -ize in the end, while in British English both -ize and -ise are considered correct. Here are some examples: • Apologise or Apologize • Recognise or Recognize • Organise or Organize This makes people think on why the -ise is still being used in a written word. You might want to keep that thought in mind next time you’re writing for a British audience though, as it can make your writing seem more friendly and familiar.

3. Words ending in -our or -or Another common difference between is the usage of -our at the end of a word, as the British tend to prefer, or a simple -or instead, as the Americans use it. Some examples include: • Colour or Color • Neighbour or Neighbor • Humour or Humor • Flavour or Flavor 4. Words ending in -yse or -yze Another difference that is often noted is the usage of the ending -yse in verbs in British English and the ending -yze in American English. While in both cases you pronounce it as -z, it will depend on what audience you are writing for. For example, if you’re writing your college application essay for a British University, you might want to be careful about writing verbs with the -yse ending. Here are some examples: • Analyse or Analyze • Paralyse or Paralyze 5. An extra ‘L’ Another one of the common English spelling mistakes is the use of a second ‘l’ in some words. This happens in British English as Americans tend to skip it completely. Some examples are: 14

• Travelling or Traveling • Fuelling or Fueling 6. Words with double vowels American English is rather simplified in most cases and it seems like Americans believe there is no reason to add an extra letter where it doesn’t appear to be needed. In this case too, British English adds an extra vowel to some words. Some common examples are: • Oestrogen or Estrogen • Paediatric or Pediatric • Leukaemia or Leukemia For some cases though, the word with the extra vowel is used more around the world, just like it happens with the word ‘archaeology’. Of course the spelling ‘archeology’ is generally accepted as well. If you find it difficult to tell when you should use which way of spelling when writing for a particular audience, you can always use the help of a fast essay writing service in order to help you avoid any simple spelling mistakes.

7. Words ending in –ogue or –og This applies to some nouns that have this particular ending. In British English the correct way of spelling them is with –ogue and in America with –og. Some examples include: • Dialogue or Dialog • Analogue or Analog • Dialogue or Dialog The one rule that applies to this mistake though is that the term –ogue is widely used in America too.

8. Words ending in –ence or -ense There are some nouns whose ending in British English is spelled with a ‘c’ whereas in American English it’s spelled with an ‘s’. This is a common mistake people make when writing but it’s very simple to avoid as there is nothing else to look out for in these words. Here are some examples: • Defence or Defense • Licence or License • Pretence or Pretense • Offence or Pretense

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