Design Guide for WORLD OUTgames 2009
About this design guide This design guide has been developed to make it easier for you to create effective marketing collateral for World Outgames 2009. A set of basic rules for the use of logos, colors, fonts etc are all part of building a consistent visual universe and brand identity. An event like World Outgames needs this in order to communicate its personality, spirit and values. Most of all, it helps to maximice the visibility and power of your advertising and messaging – be seen, heard and understood by your target group. The guidelines are very simple and easy to use. We hope you will play your part in creating a powerful, single-minded identity for this seminal event by taking the time to review the rules and adhere to them.
Contents 1. primary graphic 2. secondary graphic 3. logos 4. ColorS - segment indicators 5. implementing Color codes 6. Fonts 7. inspiration
“Rules are there to be broken.” But on this occasion – and on this occasion only – rule breaking will not be tolerated! ;-)
1
primary graphic
DESIGN GUIDE//PRIMARY GRAPHIC
About the primary graphic The primary graphic has been developed for use across all marketing materials. It is a simple way to build a strong brand identity and create high visibility.
Not just a square Primary graphic
There is nothing new about using a square to create iconic impact. However, the clipped right-hand
1/9
corner of the World Outgames 1/9
primary graphic gives it a unique sticker-like character and makes it instantly recognizable. Furthermore, the shape makes it very easy to use and position.
The standard primary graphic The primary graphic is a combination The clipped right-hand corner is 1/9th of the square’s width
of the clipped square, date, logo and payoff – and must always appear as shown. It is not an option to remove any of the elements, or reposition them. The use of additional text within the primary graphic and variations of color for the clipped square are permitted. However, they have specific rules and functions that are explained fully in the relevant chapters.
Primary graphic with date, logo and payoff
DESIGN GUIDE//PRIMARY GRAPHIC
Placement of the primary graphic
Placement World Outgames would like the freedom to produce and print materials internally. In these cases, the following rules for placement of the primary graphic should be followed. 1. The primary graphic must always appear on the right side, and in the top or bottom corner. 2. The precise placement depends on the format: • M65 = 0.5 cm from both edges • A6-A4 = 0.6 cm from both edges • A3 = 1.3 cm from both edges • A2-A1 = 2.5 cm from both edges
Sizing The size of the primary graphic must
Sizing of the primary graphic
not exceed: • A6-A5 = 1/2 of the page width A4-A3
M65
• A4-A3 = 1/3 of the page width • A2-A1 = 1/4 of the page width • M65 = 1/2 of the page width
1/3
1/3
These sizing examples are for A4-A3 & M65. NB: Varies by format.
1/2
2
secondary graphic
DESIGN GUIDE//SECONDARY GRAPHIC – THE COLOR BAR
Color bar
About the color bar The color bar is an interpretation of the iconic LGBT rainbow. It has been developed as a discreet graphic that can be used in bars, clubs, shops, on merchandise and in print to signal support for World Outgames.
color codes (coated)
color codes (UnCoated)
The individual colors of the bar also represent the different segments of
Pantone 166 C CMYK 0 - 64 - 100 - 0 RGB* 220 - 60 - 9
Pantone 166 U CMYK 0 - 65 - 75 - 0
Pantone Process Cyan C CMYK 100 - 0 - 0 - 0 RGB* 0 - 139 - 210
Pantone Process Cyan U CMYK 100 - 0 - 0 - 0
Pantone Process Magenta C CMYK 0 - 100 - 0 - 0 RGB* 204 - 0 - 96
Pantone Process Magenta U CMYK 0 - 100 - 0 - 0
Pantone 2613 C CMYK 63 - 100 - 0 -15 RGB* 81 - 15 - 98
Pantone 2613 U CMYK 70 - 80 - 10 - 10
Pantone Yellow 012 C CMYK 0 - 4 - 100 - 0 RGB* 255 - 207 - 0
Pantone Yellow 012 U CMYK 0 - 4 - 100 - 0
Pantone 376 C CMYK 50 - 0 - 100 - 0 RGB* 102 - 174 - 0
Pantone 375 U CMYK 56 - 0 - 96 - 0
Pantone 280 C CMYK 100 - 72 - 0 - 18 RGB* 0 - 26 - 100
Pantone 280 U CMYK 100 - 60 - 10 - 30
* RGB = Generic RGB profile, for use in e.g. Microsoft Office
the event. This is explained fully in the relevant chapters.
Color codes It is important to use the supplied color codes when producing artwork so that the exact colors are output. If you are outsourcing design or print, be sure to provide the color codes to your supplier to safeguard against color variations – they are part of the brand identity.
Design Guide//SECONDARY GRAPHIC – THE COLOR BAR
The 2 ways of using the color bar
Using the color bar Never split the individual boxes up
Vertical
– they must always be used as solid
Horizontal (only for merchandise)
graphic. Do not change the order of the colors.
One simple rule: orange first. In the vertical mode, orange is always at the top. In the horizontal mode, orange is always on the left.
Placement The vertical color bar is for merchandise and print, e.g. posters, cards,
Placement of the vertical color bar
tickets etc. For print, always place it flush to the left-hand top corner.
The horizontal color bar is for any items other than print, e.g. stickers, merchandise, banners etc. See chapter 7 for further details.
Sizing (vertical) Sizing of the color bar
The size of the color bar must not exceed:
1/6
• A6-A5 = 1/6 of the page height The size of the color bar depends of the paper size.
• A4-A3 = 1/6 of the page height • A2-A1 = 1/6 of the page height • M65 = 1/6 of the page width
There are 2 logo files in EPS format: 1) Color bar_vertical.eps 2) Color bar_horizontal.eps
logos
3
DESIGN GUIDE//logos - event logo
Event logo - 2 complete formats
Positive
Negative
Using the event logo The event logo is the primary logo and should be used as a branding device on all marketing materials. It is available in positive and negative formats. All of the elements of event logo must appear, and exactly as shown. It is not an option to reposition or remove any of the elements.
Event logo - 2 formats without pay-off
The only exception to this rule is the exclusion of the pay-off in specific
Positive
Negative
circumstances. These include situations where the pay-off would be printed too small to read, or on merchandise such as T-shirts when print restrictions may interfere with readability.
There are 4 logo files in EPS format: 1) WOG09_logo.eps 2) WOG09_logo+payoff.eps 3) WOG09_logo neg+ orange.eps 4) WOG09_logo neg+ora+payoff.eps
Placement The general rule for the placement of the event logo is as much exclusion zone as possible so that it remains clean and visible.
Design Guide//logos - spirit logo
Spirit logo - 2 versions
Using the spirit logo The spirit logo is the secondary logo and can be used on marketing materials to reinforce the values of the event. It is available in two versions in order to avoid limiting its usage. Version 1 is the preferred choice, and should be used where possible. All of the elements of the spirit logo must appear, and exactly as shown. It is not an option to reposition or remove any of the elements.
Version 1
Version 2
Placement The general rule for the placement of the spirit logo is as much exclusion zone as possible so that it remains clean and visible. Do not be afraid to use the spirit logo on its own as a spread in a brochure or on the back of a leaflet, but on such occasions it should be positioned in the center of the artwork.
There are 2 logo files in EPS format: 1) Spirit logo version 1.eps 2) Spirit logo version 2.eps
4
ColorS - segment indicators
DESIGN GUIDE//ColorS – SEGMENT INDICATORS Each segment of World Outgames has been ascribed an individual color of the color bar. This simple system will be implemented across all communication to quickly and effectively signal what segment of the event the communication refers to.
Logo Organisation
Culture
Volunteer Security SPORT
Conference
implementing Color codes
5
DESIGN GUIDE//IMPLEMENTING Color CODES
Adding color to graphics
Date
INternal meetings
The color code assigned to each segment of World Outgames provides an opportunity to indicate the nature,
Headline for specific segment
speaker or sender of any piece of communication by coloring the clipped square of the primary graphic. Event logo The example on the left demonstrates how the use of a blue clipped square indicates communication from the ‘organisation’. Similarly, the same can be achieved for the ‘sports’ segment by using a green clipped square.
The nature of communication (e.g. ‘internal meetings’) can also be clarified by including additional text in the appropriate font (see chapter 6) within the clipped square.
Box - Organisation.eps
Box - Volunteer.eps
Box - Security.eps
This is an effective way to streamline and simplify the diversity of communication an event like World Outgames produces, both internally and exter-
25TH JUL - 2ND AUG
nally.
There are 6 boxes files in EPS format: 1) Box - Organisation.eps 2) Box - Volunteer.eps 3) Box - Security.eps 4) Box - Culture.eps 5) Box - Sport.eps Box - Culture.eps
Box - Sport.eps
Box - Conference.eps
6) Box - Conference.eps
Fonts
6
DESIGN GUIDE//FONTS
DIN SCHRIFT30640 Neuzeit Grotesk Bold Condensed
About the fonts The consistent use of fonts across all materials is a key part of building a clear identity. The following fonts and rules have been selected as the most appropriate for World
July 25th - August 2nd
ABOUT Outgames
Outgames.
Headlines Use DIN SCHRIFT, upper case.
DESIGN GUIDE//FONTS
Times New Roman Regular World Outgames is an international event for the body, the mind and the spirit. We celebrate the talents and contributions of homosexual, bi-sexual and transgender men and women from every corner of the globe. World Outgames will be held from 25 July - 2 August 2009 in Copenhagen, Denmark. Italic World Outgames is an international event for the body, the mind and the spirit. We celebrate the talents and contributions of homosexual, bi-sexual and transgender men and women from every corner of the globe. World Outgames will be held from 25 July - 2 August 2009 in Copenhagen, Denmark. Bold World Outgames is an international event for the body, the mind and the spirit. We celebrate the talents and contributions of homosexual, bi-sexual and transgender men and women from every corner of the globe. World Outgames will be held from 25 July - 2 August 2009 in Copenhagen, Denmark.
Body copy Use Times New Roman, regular.
Headlines in body copy Use Times New Roman, bold.
Picture captions Use Times New Roman, italic.
inspiration
7
DESIGN GUIDE//INSPIRATION FOR USING THE COLOR BAR
Merchandise The color bar can be used as a discreet tag on a variety of merchandise to build visibility and awareness. Hats, T-shirts, sweatbands and mugs are just a few examples of ideas.
Out and about The color bar can be used as a sticker to spread event awareness and signal support around the city. Shop and bar windows, lampposts, signposts, bus stops, trains, bicycles and benches are just a few examples of ideas.
NB: It is recommended that the color bar should be used implicitly so that it maintains a level of sophistication.