IGNITION / BRAND GUIDELINES

contents 03 Intro

What’s a brand?

04 Our brand 05 The Core Creative Idea 06 Our Values 07 Our Logo 08 Ignition logo 09 Logo B&W 10 On dark background 11 HE Icons 12 Ignition/ HE Icons 13 Ignition/HSE 14 HSE/Ignition 15 Usage 16 Clear space 17 Minimum size 18 Incorrect usage 19 Visual System Guidelines 20 Color Palette 21 Typography 23 Imagery 24 Tone & Manner 25 Our voice 26 Words we like 27 Using ignition/HSE in copy 28 Applications 29 Business Cards 30 Presentations Templates PPT & InDesign 31 Credentials 32 Email signatures 33 Business Forms/Documents 34 HS&E Globe Trotter (internal newsletter) 35 HS&E Inspirator (trends blog) 36 Website 37 Social Media 38 Signage/Trucks 39 Resources 40 Master Logos

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what’s a brand?

More than a name or a logo on a page. And more, ultimately, than what that page contains.

The guidelines that govern all communications for Ignition services are part of a much larger effort to build awareness, understanding and preference for the brand in markets in which we compete.

To build a brand that endures.

our brand

our values

We ignite visions. We spark ideas and illuminate concepts based on our unshakable belief in the value of postive human energy. we connect brands to people. We immerse our audiences in the events we design-energetic, original, inclusive experiences that provoke their attention and cause them to care.

We motivate action. We know that our passion stirs a passionate response from our audiences. We are driven to create moments so mind-brightening that people are compelled to act.

energy

positive human energy that is the bedrock of “who” ignition is and why we’re in business. “Making a positive difference in people’s lives” is absolutely about harnessing our energy and infusing it in all we do so that it sparks HE in others.

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ignites

it’s a verb, our experiential work does something . . . our strategic, purposefullydesigned activations ignite meaningful, emotional connections.

action

the result our work achieves.

Consumers are complelled to act because of the meaningful. emotional connections we’ve inspired.

our logo

Ignition logo

The ignition logo should be reproduced in full color whenever possible.

color reproduction White is the most effective background on which to reproduce the full color logo because it provides a clean, crisp contrast for the logo’s color and elements.

For specific color values to use when reproducing the logo (Spot or Pantone, 4-color process, RGB), refer to the Color Palette section on page xx.

Ignition logo one color

B&W reproduction In the rare instance the ignition logo needs to appear in B&W please reproduce it in all black or all white.

The logo should never be typeset, recreated or altered, which could cause inconsistencies that dilute the impact of the brand’s power. To maintain consistent use and ensure the integrity of the logos, use only approved electronic files, available from ignition.com.

+HE icons

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ignition/+HE icons

positioning

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The HE icons always appear on the right hand side of the ignition logo. The HE icons are the same x-height as the ignition logo.

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brand extention spark & icast

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brand extention ignition/HSE

horizontal & stacked This logo replaces the previous logo and the badge logo to represent the Havas Sports & Entertainment group of agencies (HS&E, ignition).

The rule should always remain 1/2 point.

usage

clear space

To preserve the ignition logo’s integrity, always maintain a minimum clear space around the logo.

the ignition logo The minimum clear space for the ignition logo is defined by the height and width of the letter O. This clear space isolates the logo from competing graphic elements such as other logos and copy that may divert attention. This minimum space should be maintained as the logo is proportionally enlarged or reduced in size.

clear space

To preserve the ignition logo’s integrity, always maintain a minimum clear space around the logo.

1/2�

the ignition logo The minimum clear space for the ignition logo is defined by the height and width of the letter O. This clear space isolates the logo from competing graphic elements such as other logos and copy that may divert attention. This minimum space should be maintained as the logo is proportionally enlarged or reduced in size.

minimum sizes

The ignition logos retain their visual strength in a wide range of sizes.

3/4�

3/4�

3/4�

primary logo size When the logo is reproduced in print too small, it is no longer legible and its impact is diminished. The minimum size of the logo is determined by the width of the ignition logo, which should not be reproduced in a size no smaller than 3/4 of an inch width.

incorrect usage

Incorrect use of the ignition logo compromises the integrity and effectiveness.

Don’t change the color of the logo.

Don’t stretch the logo disproportionately.

Don’t remove the dots above the letters.

Don’t change to position of the +HE icons.

Don’t change the proportions of the logo elements.

Don’t rearange elements of the logo.

logo misuse The examples of the logo misuse above are not comprehensive; they are only a small sample of possible misuses of the ignition logo.

visual system guidelines

color palette

Havas red Pantone 186C CMYK 02/100/82/06 RGB 218/26/53 HTML #

grey Pantone 425C CMYK 52/29/30/78 RGB 41/56/60 HTML #

black Pantone process black C CMYK 0/0/0/100 RGB 0/0/0 HTML #

XXXX Pantone XXXC CMYK 02/100/82/06 RGB 218/26/53 HTML #

XXXX Pantone XXXC CMYK 52/29/30/78 RGB 41/56/60 HTML #

XXXX black XXXC CMYK 0/0/0/100 RGB 0/0/0 HTML #

color reproduction These colors are equivalent to the PANTONE color values cited in the table, the standards for which may be found in the current edition edition of the PANTONE Color Formula Guide.For 4-color printing, refer to the CMYK values shown here. For on-screen and web applications (PowerPoint, video, broadcast, web sites, intranets, extranets), refer to the RGB/HEX values specified.

typography gotham

helvetica

Use the gotham family of typefaces for all high profile communications.

Use helvetica system font for all interal electronic communications.

ABCDEGHIJKLMN OPQRSTUVWXYZ abcdeghijklmn opqrstuvwxyxz 1234567890

ABCDEGHIJKLMN OPQRSTUVWXYZ abcdeghijklmn opqrstuvwxyxz 1234567890

archer

georgia

Use the archer family of typefaces for all high profile communications.

For all legal documentation and official correspondence use georgia.

ABCDEGHIJKLMN OPQRSTUVWXYZ abcdeghijklmn opqrstuvwxyxz 1234567890

ABCDEGHIJKLMN OPQRSTUVWXYZ abcdeghijklmn opqrstuvwxyxz 1234567890

which typeface to use?

Whenever possible, use the Gotham and Archer family of typefaces. Gotham is a friendly and optimistic sans serif typeface. Archer truly represents our culture and global outlook.

applications

business cards .25 pt rule

Firstname Lastname Line One Line Two of Title 101 Marietta Street NW 6th oor Atlanta, Georgia 30303 ďŹ rst.lastname@ignition-inc.com O: +1 404 123 4567 m: +1 404 123 7654 www.ignition-inc.com

fueling brands with positive human energy

two line job title 7.5/10 text 3/4 line break between sections

Gotham bold italic Archer medium italic

PowerPoint

cover slide On the cover page, use ignition logo centered far left.

With a 1/2 inch white boarder

PowerPoint

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email signature

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website

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signage/trucks

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resources