Canon advertising guidelines by claudio romito

â&#x20AC;˘ Canon Advertising Guidelines Version 1 08.2014

Canon Advertising Guidelines

Version 1

• 1 Our advertising

• 2 Specifications

• 3 Support

1.01 At a glance

2.01 Introduction 2.02 48 sheet: Dreaming 2.03 6 sheet: Dreaming 2.04 Double page: Dreaming 2.05 Single page: Dreaming 2.06 6 sheet: Exploring 2.07 Single page: Exploring 2.08 6 sheet: Locating 2.09 Single page: Locating 2.10 Single page: Cashback promo advert 2.11 Partner / sponsorship logo positioning 2.12 Don’ts

3.01 Contacts

Advertising lock-up 1.03 Primary versions 1.04 Single colour versions 1.05 Exclusion zone and minimum size 1.06 Call to action 1.07 Default Canon Red CAS versions 1.08 Canon Red CAS options 1.09 White CAS versions 1.10 Sympathetic colour •

• Typography 1.12 Primary typeface 1.13 System typeface 1.14 Styling 1.15 Curved type in advertising 1.16 Don’ts

• Three states 1.18 Introduction 1.19 Overview

Important note: This document should be read in conjunction with the Canon Visual Identity Guidelines document.

Canon Advertising Guidelines

This document is your resource for reproducing our identity in advertising. It contains all you should need to create a consistent look and feel across all ATL communications. Refer to the Canon visual identity guidelines for greater detail on our identity.

Version 1

Canon Advertising Guidelines

â&#x20AC;˘ 1

Our advertising

Canon Advertising Guidelines

Version 1

SWEAT. DUST. BLOOD. THE CANON DIGIC PROCESSOR BRINGS OUT THE FINEST DETAIL OF YOUR PHOTOGRAPHS.

just around the corner from the cathedral in florence…

1.01 Our advertising At a glance

Our advertising ranges from impactful experience billboards to product and promotional advertising. This page illustrates our new advertising creative at a glance. Detailed guidance around how the system works can be found in this section. Three states consumer mindsets Please note, we have a framework that provides structure to all our communication efforts, advising where we communicate, what and how. We call it the ‘Three states’.

search: canon come and see Search: Canon come and see

• Dreaming Inspiring brand-led experiences • Exploring Informative range benefit-led experiences • Locating Transactional product-led experiences

It illustrates the key touch points for each consumer mindset (dreaming, exploring, locating) across the whole brand experience.

Please refer to pages 1.18–1.19 for guidance on how this affects our advertising creative. Florence. A hot weekend in June. The Ponte Vecchio; Il Duomo; the Uffizi. More than 200 churches.

Outdoor 48 sheet (Dreaming)

Outdoor 6 sheet (Exploring)

Double page press (Dreaming)

Single page press (Locating)

The sights were bella. They were also busy. But I knew that slap bang in the middle of all this was a less discovered side to the city, a living picture of how Florence used to be; blood-splattered, tribal, brutal – and dressed in exotic pantaloons. The Calcio Storico; ‘Historic football’. Teams of 27 men fighting – literally – for the honour of their neighbourhood.

moments LAteR tHese DeeR PoPPeD UP In A LIVInG Room 200 mILes AWAY.

Football? Foot-fist-and-headbutt-ball, more like.

the Canon Hauge printer with PIXmA Cloud Link means you can now print from almost anywhere. this powerful and compact All-In-one combines exceptional print, copy and scanning functions with cloud connectivity. Print photos from Facebook. scan straight to email. or print easily from your smartphone or tablet. And with individual ink tanks, you only need to change the colour that runs out, meaning less cost and less waste.

Search: Canon come and see

PRoDUCt LoGo

search: Canon come and see

Canon Advertising Guidelines

Advertising lock-up

Canon Advertising Guidelines

Version 1

1.03 Our advertising Advertising lock-up Primary versions

There are two versions of the advertising lock-up. They have been created to ensure maximum legibility when applied to light or dark backgrounds. 1 Canon Red advertising lock-up To be applied to light coloured or light photographic backgrounds. The CTA always appears in black on the red version. 2 White advertising lock-up To be applied to dark coloured or dark photographic backgrounds.

The advertising lock-up can appear with or without the CTA (Search: Canon come and see) depending on the advert content. Choose a CAS device colour version that is sympathetic to the photograph (see page 1.08) or the composition of your application.

Search: Canon come and see

For a complete understanding of the CAS device principles and application, see the Canon Visual Identity Guidelines document.

Canon Advertising Guidelines

Version 1

1.04 Our advertising Advertising lock-up Single colour versions

For single colour executions of the advertising lock-up we permit the following. 2 Black mono version For use on light mono backgrounds. 3 White mono version For use on dark mono backgrounds.

The advertising lock-up can appear with or without the CTA (Search: Canon come and see) depending on the advert content.

Search: Canon come and see

Canon Advertising Guidelines

Version 1

1.05 Our advertising Advertising lock-up Exclusion zone and minimum size

The advertising lock-up should always be prominent and legible. The exclusion zone prevents other elements being placed too close to the lock-up. It is equal to the Canon logotype x-height.

(X)

1 Minimum exclusion zone This is the minimum amount of space that should be left clear around the advertising lock-up. Whenever possible leave more space than the minimum permitted.

(X)

2 Minimum size For print, the minimum recommended size of the advertising lock-up is 46mm wide. Online, the minimum recommended size is 130 pixels wide.

(X)

46mm / 130px 1 Exclusion zone equal to â&#x20AC;&#x2DC;Canonâ&#x20AC;&#x2122; x-height

Canon Advertising Guidelines

Version 1

1.06 Our advertising Advertising lock-up Call to action

The call to action or URL address is aligned to the advertising lock-up. It must adhere to the exclusion zone as shown here. It is always aligned-right to the edge of the lock-up. As a guide the type size should be the same as the â&#x20AC;&#x2DC;andâ&#x20AC;&#x2122; in the advertising lock-up. Always ensure the type size is clearly legible, but does not dominate the lock-up. 1 Call to action (CTA) The CTA may be in black or white only (white on white lock-up, black on red lock-up).

(Y)

Search: Canon come and see Maximum CTA length

1 Call to action (CTA)

(Y)

Canon Advertising Guidelines

Version 1

1.07 Our advertising Advertising lock-up Default Canon Red CAS versions

There are five default versions of the Canon Red CAS device, shown here without the Canon logo. The colour of the small accent circle is a highlight, the large accent circle is a deeper hue. Both colours are from the Canon supporting palette. Further guidance on the selection of your CAS device is covered on page 1.08.

1 Canon Red CAS device with Canon Green and Canon Deep Green accents

4 Canon Red CAS device with Canon Deep Pink and Canon Deep Lilac accents

2 Canon Red CAS device with Canon Aqua and Canon Deep Aqua accents

5 Canon Red CAS device with Canon Yellow and Canon Deep Orange accents

Green

Aqua

Blue

Pink

Yellow

3 Canon Red CAS device with Canon Blue and Canon Deep Blue accents

Canon Advertising Guidelines

Version 1

1.08 Our advertising Advertising lock-up Canon Red CAS options

There may be instances when either of the five default Canon Red CAS devices are not suitable for use. (For instance; on photographic backgrounds.) The colour of the small accent circle remains the same for each of the options.The large accent circle may change. Further guidance on the selection of your CAS device is covered on page 1.08. The colours available for each version of the Canon Red CAS device are:

1 Canon Red CAS device with Canon Green

2 Canon Red CAS device with Canon Aqua

Green Canon Deep Blue Canon Orange Canon Deep Lilac Canon Orange Canon Deep Aqua

4 Pink Aqua Canon Deep Blue Canon Deep Blue Canon Orange Canon Orange Canon Deep Lilac Canon Orange Canon Orange Canon Deep Green Canon Deep Green Canon Deep Aqua

3 Canon Red CAS device with Canon Blue

Blue Canon Orange Canon Deep Lilac Canon Orange Canon Deep Green Canon Deep Aqua

5 Yellow Canon Deep Blue Canon Deep Lilac Canon Orange Canon Deep Green Canon Deep Aqua 4 Canon Red CAS device with Canon Deep Pink

5 Canon Red CAS device with Canon Yellow

Canon Advertising Guidelines

Version 1

1.09 Our advertising Advertising lock-up White CAS versions

There are five default versions of the white CAS device, shown here without the Canon logo. The colour of the small accent circle is a highlight, the large accent circle is Canon Red. Both colours are from the Canon colour palette. Further guidance on the selection of your CAS device is covered on page 1.08.

1 White CAS device with Canon Green and Canon Red accents

2 White CAS device with Canon Aqua and Canon Red accents

Green

Aqua

Blue

Pink

Yellow

3 White CAS device with Canon Blue and Canon Red accents

Note: There may be very rare instances when the application of the primary CAS devices (Canon Red and white) are not suitable for the photograph chosen. For instance, when the photograph features lots of red. In this instance use the mono CAS device version.

4 White CAS device with Canon Deep Pink and Canon Red accents

5 White CAS device with Canon Yellow and Canon Red accents

Canon Advertising Guidelines

Version 1

1.10 Our advertising Advertising lock-up Sympathetic colour

Choose a CAS device colour version that is sympathetic to the photograph or the composition of your application.

1 White CAS device with Canon Blue and Canon Red accents

4 Canon Red CAS device with Canon Blue and Canon Deep Blue accents

2 Canon Red CAS device with Canon Green and Canon Deep Green accents

5 White CAS device with Canon Yellow and Canon Red accents

3 White CAS device with Canon Deep Pink and Canon Red accents

6 Canon Red CAS device with Canon Aqua and Canon Deep Aqua accents

Blue (small accent circle)

Green (small accent circle)

Pink (small accent circle)

Blue (small accent circle)

Yellow (small accent circle)

Aqua (small accent circle)

Canon Advertising Guidelines

Typography

Florence. A hot weekend in June. The Ponte Vecchio; Il Duomo; the Uffizi. More than 200 churches. The sights were bella. They were also busy. But I knew that slap bang in the middle of all this was a less discovered side to the city, a living picture of how Florence used to be; blood-splattered, tribal, brutal – and dressed in exotic pantaloons. The Calcio Storico; ‘Historic football’. Teams of 27 men fighting – literally – for the honour of their neighbourhood. Football? Foot-fist-and-headbutt-ball, more like.

Search: Canon come and see

Canon Advertising Guidelines

Version 1

Typography is the written identity for our spoken word 1

Gotham Bold

1.12 Our advertising Typography Primary typeface

Sharing values of the brand personality, Gotham has an honest personality that’s assertive, friendly and simple. Gotham is an extensive typeface family although we only use the following type weights and styles. We never use the italicised version of any of the weights. We mostly use sentence case for all our communications. The exception being advertising headlines. See the Advertising Guidelines for more information. 1

Gotham Bold

Gotham Medium

Gotham Book

Gotham Light

Gotham Medium

Gotham Book

Gotham Light

We use Gotham as our corporate typeface for all our ‘professional’ publications and printed literature. To purchase Gotham visit: typography.com Typography colour All our typography is coloured black, white or Canon Red. Type colour may be from the supporting colour palette at full saturation but only on supporting colour tinted backgrounds (see section 2.35). Online typeface Gotham has ScreenSmart fonts that are designed for the web at text sizes as small as nine pixels.

Canon Advertising Guidelines

Version 1

For office use we have a typeface called Century Gothic 1

Century Gothic Bold

Century Gothic Regular

1.13 Our advertising Typography System typeface

We use a standard operating system typeface called Century Gothic for all our internal documents. This typeface has similar aesthetic qualities to our professional typeface Gotham. We only use the following type weights and styles: 1

Century Gothic Bold

Century Gothic Regular

We mostly use sentence case for all our communications. The exception being advertising headlines. See the Advertising Guidelines for more information. Century Gothic is pre-installed on the operating systems of Apple Mac (OSX) Windows (XP) and the Microsoft Office (XP) suite of programmes.

Canon Advertising Guidelines

Version 1

Headlines can be in Sentence/UPPERCASE 1

Small heads (Light/Book)

1.14 Our advertising Typography Styling

We have guiding principles for the way we style our typography. We use Gotham as our corporate typeface for all our ‘professional’ publications and printed literature. To purchase Gotham visit: typography.com We only ever use the following weights and styling: • • • •

Sub heads are for emphasis

Body copy is the workhorse of any given application and is always in Gotham Book

Emphasis may be achieved by using additional weights of Gotham.

Large headlines (above 24pt) Choose Gotham Light or Gotham Book.

Small headlines (below 24pt) Choose Gotham Light or Gotham Book.

Sub heads Choose Gotham Book.

Sub heads Choose Gotham Medium.

Sub heads Choose Gotham Bold.

Greater emphasis can be achieved through using a heavier weight in sub-heads.

Captioning and legal copy should never be less than 5pt and should appear in Gotham light.

Note: Type point sizes are shown larger for illustrative purposes

Gotham Bold Gotham Medium Gotham Book Gotham Light

Leading is 120% of the type size. Tracking is only ever between −10pt and −20pt.

Body copy Choose Gotham Book.

7 Captions These can be in any additional weight of Gotham. 8 Leading and tracking For copy sizes up to 24pt. The Leading principle is 105–120% value of the point size. All copy is tracked to -10pt. Larger sizes may need tracking to -20pt and tighter leading.

Canon Advertising Guidelines

Version 1

1.15 Our advertising Typography Curved type in advertising

Type aligned to a curve relates to our circular graphic language. It can lead the eye to the CAS device lock-up.

(Y) = 300% (X)

It may be used in Dreaming and Exploring advertising only.

NO COPY IN THIS AREA

Choose Gotham Light or Gotham Book in Sentence case. Consider line lengths to avoid fluctuations in the visual shape.

35% (Y)

You may align left or right as shown Eut alem, consilius licu it. Eque nos con dentiln eritiquam avoludeme re ia? Lintemus pre ad inatu Catque teribest porteme sus facrunu quam occhili ciont? Udem sil conequo Odit. Senterficae fuitati. Oc, me conenterte, uncl dactum issidieninc tam perisso liussides adhuc igna, et furnihicaed rem nductanum sulvilisque mo caperit. Deme const uus, constie natusce lintemus preadie.

(X)

Note: Lock-up shown without the CTA for illustrative purposes

Eut alem, consilius licu it. Eque nos con dentiln eritiquam avoludeme re ia? Lintemus pre ad inatu Catque teribest porteme sus facrunu quam occhili ciont? Udem sil conequo Odit. Senterficae fuitati. Oc, me conenterte, uncl dactum issidieninc tam perisso liussides adhuc igna, et furnihicaed rem nductanum sulvilisque mo caperit. Deme const uus, constie natusce lintemus preadie.

Right aligned

Left aligned

eading and tracking L For copy sizes up to 24pt. The Leading principle is 105â&#x20AC;&#x201C;120% value of the point size. All copy is tracked to -10pt. Larger sizes may need tracking to -20pt and tighter leading. You may position the CAS device and CTA with the curved copy depending on whether this is suitable for your design. 3

Right aligned CAS device

Left aligned CAS device

The size of the text field (Y) is 300% of the CAS lock-up width (X). Begin typing your copy after the 35% quiet zone.

Canon Advertising Guidelines

Version 1

Welcome to Welcome to Welcome to the Canon Annual the Canon Annual Report the C anon Report Annual Repor t X

DON’T Use any other typeface

DON’T Apply tight tracking or leading values to typography

X DON’T Apply loose tracking or leading values to typography

Welcome toWelcome to WELCOME TO the Canon the Canon THE CANON Annual Report Annual Report ANNUAL REPORT X DON’T Use any other weight, style (including italics) of our permitted typefaces

X DON’T Mix Gotham and Century Gothic

X DON’T Use all-caps in headlines or body copy. The exception being advertising headlines

1.16 Our advertising Typography Don’ts

Follow these rules to maintain consistency within our visual identity system. Always use the approved version of Gotham available to purchase at: typography.com For further information, contact the brand team (details in section 3).

Canon Advertising Guidelines

Three states

Canon Advertising Guidelines

Our visual identity is applied across multiple media channels. To help manage the work-flow across these channels we have a communications framework called the Three States. The Three States refer to the Dreaming, Exploring and Locating consumer mindsets. Dreaming — is traditionally categorised as abovethe-line. Our communications at this level are about inspiring brand-led experiences and not products. Exploring — predominantly below-the-line and on-line. We use stories to communicate product range benefits. Locating — is the most functional POS level of communications and features our products and product information.

Version 1

1.18

Canon Advertising Guidelines

Version 1

1.19 Our advertising Three states Overview

Shown are the desired attributes for each of our three states.

Dreaming mindset

Exploring mindset

Locating mindset

What we do and say Stories with depth, a depth which could only be captured and explored with help from Canon.

Why we’re saying it To inspire people to look at the world around them.

The point Build desire for the brand.

What we do and say We elevate hero product which feature the unique technologies supported in the exploring communications. We highlight the benefit and sell.

What we do and say Using the stories, we reveal how Canon’s unique technologies help explorers capture the stories unfolding around them.

Why we’re saying it To help people understand the unique benefits of ‘a Canon’ in a very simple, accessible way. We’re encouraging them to start exploring.

The point Demo benefits delivered by tech.

Why we’re saying it We’re helping people buy a product that fits the benefit they’re most interested in.

The point Hero product SKUs and drive people to buy.

Dreaming mindset

Exploring mindset

Locating mindset

Canon Advertising Guidelines

â&#x20AC;˘ 2

Specifications

Canon Advertising Guidelines

The following is an overview of our advertising assets, sizing and application principles required when creating new Canon advertising. This section should be read in conjunction with the Canon Visual Identity Guidelines document.

Version 1

2.01

Canon Advertising Guidelines

Version 1

2.02 Specifications 48 sheet: Dreaming

The following specifications are for a 48 sheet Dreaming advertisement. As a guide, the format margins are based on the size of the ‘see’ circle from the advertising lock-up.

JUST AROUND THE CORNER FROM THE CATHEDRAL IN FLORENCE...

Canon full bleed experience photograph

2 Large headline Gotham Light or Gotham Book in sentence case or CAPS. Sizes and position may very depending on content. 3 Advertising lock-up size and placement Our advertising lock-up width is 1200mm and aligned to the right margin. Search: Canon come and see

4 Call to action (URL) Gotham Book or Gotham Bold in sentence case. As a guide the type size should be the same as the ‘and’ in the advertising lock-up. Always ensure the type size is clearly legible, but does not dominate the lock-up.

JUST AROUND THE CORNER FROM THE CATHEDRAL IN FLORENCE...

Search: Canon come and see

Margin based on size of ‘see’ circle

Canon Advertising Guidelines

Version 1

2.03 Specifications 6 sheet: Dreaming

The following specifications are for a 6 sheet outdoor Dreaming advertisement.

JUST AROUND THE CORNER FROM THE CATHEDRAL IN FLORENCE…

Canon full bleed experience photograph

2 Large headline Gotham Light or Gotham Book in sentence case or CAPS. Sizes and position may very depending on content.

JUST AROUND THE CORNER FROM THE CATHEDRAL IN FLORENCE...

3 Advertising lock-up size and placement Our advertising lock-up width is 480mm and aligned to the right margin. 4 Call to action (URL) Gotham Book or Gotham Bold in sentence case. As a guide the type size should be the same as the ‘and’ in the advertising lock-up. Always ensure the type size is clearly legible, but does not dominate the lock-up.

Search: Canon come and see

Margin based on size of ‘see’ circle

Canon Advertising Guidelines

2.04 Specifications Double page: Dreaming

Version 1

The following specifications are for a double page (A4) Dreaming advertisement. 1

2 Copy Gotham Light or Gotham book in sentence case. Sizes may vary dependent on content. See page 1.13.

NO COPY IN THIS AREA

Florence.

A hot weekend in June.

The Ponte Vecchio; Il Duomo; the Uffizi.

Canon full bleed experience photograph

More than 200 churches.

3 Advertising lock-up Our advertising lock-up width is 70mm.

The sights were bella.

They were also busy. But I knew that slap

bang in the middle of all this

was a less discovered side to the city,

was a less discovered side to the city, a living picture of how Florence used to be;

a living picture of how Florence used to be;

blood-splattered, tribal, brutal

– and dressed in exotic pantaloons.

The Calcio Storico; ‘Historic football’.

Teams of 27 men fighting – literally – for the

honour of their neighbourhood.

Football? Foot-fist-and-headbutt-ball,

more like.

Search: Canon come and see Search: Canon come and see

3 Margin based on size of ‘see’ circle

Margin based on size of ‘see’ circle

5 Call to action (URL) Gotham Book or Gotham Bold in sentence case. As a guide the type size should be the same as the ‘and’ in the advertising lock-up. Always ensure the type size is clearly legible, but does not dominate the lock-up.

Canon Advertising Guidelines

Version 1

2.05 Specifications Single page: Dreaming

The following specifications are for a single page (A4) Dreaming advertisement.

Florence. A hot weekend in June.

Canon full bleed experience photograph

Curved copy Gotham Light or Gotham book in sentence case. Sizes may vary dependent on content. See page 1.13.

Florence.

The Ponte Vecchio; Il Duomo; the Uffizi.

A hot weekend in June.

More than 200 churches.

The Ponte Vecchio; Il Duomo; the U!zi.

The sights were bella.

More than 200 churches.

They were also busy. But I knew that slap

The sights were bella.

bang in the middle of all this

They were also busy. But I knew that slap

was a less discovered side to the city,

Our curved copy is carefully positioned according to the photoraphic composition of the full bleed background image. We advise you to keep all copy at the top of the layout as shown.

bang in the middle of all this

a living picture of how Florence used to be;

was a less discovered side to the city,

blood-splattered, tribal, brutal

a living picture of how Florence used to be;

– and dressed in exotic pantaloons.

blood-splattered, tribal, brutal

The Calcio Storico; ‘Historic football’.

– and dressed in exotic pantaloons.

Teams of 27 men fighting – literally – for the

The Calcio Storico; ‘Historic football’. Teams of 27 men fighting – literally – for the

honour of their neighbourhood.

Football? Foot-fist-and-headbutt-ball,

more like.

Advertising lock-up Our advertising lock-up width is 70mm and aligned to the right margin.

Search: Canon come and see

Margin based on size of ‘see’ circle

Canon Advertising Guidelines

Version 1

2.06 Specifications 6 sheet: Exploring

The following specifications are for a 6 sheet outdoor Dreaming advertisement.

SWEAT. DUST. BLOOD. THE CANON DIGIC PROCESSOR BRINGS OUT THE FINEST DETAIL OF YOUR PHOTOGRAPHS.

2 Large headline Gotham Light or Gotham Book in sentence case or CAPS. Sizes and position may very depending on content.

SWEAT. DUST. BLOOD. THE CANON DIGIC PROCESSOR BRINGS OUT THE FINEST DETAIL OF YOUR PHOTOGRAPHS.

Canon full bleed experience photograph

3 5

TECH LOGO

Search: Canon come and see

Margin based on size of ‘see’ circle

Search: Canon come and see

Product Logo Product logos may align left to the margin or link to body copy.

Canon Advertising Guidelines

Version 1

2.07 Specifications Single page: Exploring

The following specifications are for a single page (A4) Exploring advertisement.

1 SWEAT. DUST. BLOOD. THE CANON DIGIC PROCESSOR BRINGS OUT THE FINEST DETAIL OF YOUR PHOTOGRAPHS. A DIGIC processor is the

SWEAT. DUST. BLOOD. THE CANON DIGIC PROCESSOR BRINGS OUT THE FINEST DETAIL OF YOUR PHOTOGRAPHS.

A DIGIC processor is the

brain of a Canon camera. It processes data with incredible

brain of a Canon camera.

speed and power, helping

It processes data with incredible

to make sure your shots

speed and power, helping

are crisp, sharp and detailed.

to make sure your shots

Try it in continuous shooting mode.

are crisp, sharp and detailed.

Try it on moving images.

Try it in continuous

You’ll find DIGIC

shooting mode.

can take anything you

Try it on moving images.

might want to throw, thrust,

You’ll find DIGIC

kick or shove at it.

5 4

TECH LOGO

Margin based on size of ‘see’ circle

2 Large headline Gotham Light or Gotham Book in sentence case or CAPS. Headline sizes may very depending on content. 3 Curved copy Gotham Light or Gotham book in sentence case. Sizes may vary dependent on content. See page 1.13.

Our curved copy is carefully positioned according to the photoraphic composition of the full bleed background image. We advise you to keep all copy at the top of the layout as shown.

can take anything you might want to throw, thrust,

Search: Canon come and see

Canon full bleed experience photograph

Search: Canon come and see

Product Logo Product logos may align left to the margin or link to body copy.

Advertising lock-up Our advertising lock-up width is 70mm and aligned to the right margin.

6 Call to action (URL) Gotham Book or Gotham Bold in sentence case. As a guide the type size should be the same as the ‘and’ in the advertising lock-up. Always ensure the type size is clearly legible, but does not dominate the lock-up.

Canon Advertising Guidelines

Version 1

2.08 Specifications 6 sheet: Locating

The following specifications are for a 6 sheet outdoor Locating advertisement.

1 Canon Grey frame Allows for further information beneath experience/product image area. Fitting to format margins, the depth may vary.

Canon experience photograph

3 Circle graphic May be semi-transparent or solid to highlight the product image over the experience photograph. It may vary in size and position and hold product logos.

HOlDING IMAGE 4

4 Canon product photograph May vary in size, position and product type. 5 Large headline Gotham Light or Gotham Book in sentence case or CAPS.

DARK. MURK. FOG. PERFECT CONDITIONS FOR THE CANON EC378.

PRODUCT lOGO

DARK. MURK. FOG. PERFECT CONDITIONS FOR THE CANON EC378.

6 Advertising lock-up Our advertising lock-up width is 480mm and aligned to the right margin.

PRODUCT LOGO

Find it in stores now

Search: Canon come and see

Find it in stores now

Margin based on size of ‘see’ circle

Search: Canon come and see

7 Call to action (URL) Gotham Book or Gotham Bold in sentence case. As a guide the type size should be the same as the ‘and’ in the advertising lock-up. Always ensure the type size is clearly legible, but does not dominate the lock-up.

Canon Advertising Guidelines

Version 1

2.09 Specifications Single page: Locating

The following specifications are for a single page (A4) Locating advertisement.

1 Canon Grey frame Allows for further information beneath experience/product image area. Fitting to format margins, the depth may vary.

Canon experience photograph

3 Circle graphic May be semi-transparent or solid to highlight the product image over the experience photograph. It may vary in size and position and hold product logos.

4 Canon product photograph May vary in size, position and product type. 5 Large headline Gotham Light or Gotham Book in sentence case or CAPS.

moments LAteR tHese DeeR PoPPeD UP In A LIVInG Room 200 mILes AWAY. the Canon Hauge printer with PIXmA Cloud Link means you can now print from almost anywhere. this powerful and compact All-In-one combines exceptional print, copy and scanning functions with cloud connectivity. Print photos from Facebook. scan straight to email. or print easily from your smartphone or tablet. And with individual ink tanks, you only need to change the colour that runs out, meaning less cost and less waste.

PRoDUCt LoGo

search: Canon come and see

moments LATER THESE DEER POPPED UP IN A LIVING ROOM 200 MILES AWAY.

The Canon Hauge printer with PIXMA Cloud Link means you can now print from almost anywhere. This powerful and compact All-In-One combines exceptional print, copy and scanning functions with cloud connectivity. Print photos from Facebook. Scan straight to email. Or print easily from your smartphone or tablet. And with individual ink tanks, you only need to change the colour that runs out, meaning less cost and less waste.

PRODUCT LOGO

Margin based on size of ‘see’ circle

Search: Canon come and see

Body copy Gotham Light, Book or Bold in sentence case.

Advertising lock-up Our advertising lock-up width is 70mm and aligned to the right margin.

Canon Advertising Guidelines

Version 1

The following specifications are for a single page (A4) Tactical promo advertisement.

£50 CASHBACK

2.10 Specifications Single page: Cashback promo advert

Canon Grey frame

Canon experience photograph

Circle graphic.

4 Canon product photograph May vary in size, position and product type.

5 Large headline Gotham Light or Gotham Book in sentence case or CAPS. 6

THE CANON EOS 100D IS SMALL ENOUGH TO TAKE ANYWHERE. BECAUSE YOU NEVER KNOW WHAT’S ROUND THE CORNER. Small, light and simple to use, the Canon EOS 100D is the DSLR you’ll never want to leave at home. Its Scene Intelligent Auto mode and built-in feature guide means you can get started straight away. Creative Filters let you add exciting custom effects to your photos while Video Snapshot makes it easy to shoot and edit short Full HD movies. Whether you’re shooting in bright or low light, the 100D produces superb images you’ll be proud to share.

Find it at

Margin based on size of ‘see’ circle

PRODUCT LOGO

7 Partner logos See section 2.10. The partner logo can be used as part of the CTA as demonstrated here – this is optional. 8

Body copy Gotham Light, Book or Bold in sentence case.

Product logo

9 Advertising lock-up Our advertising lock-up width is 70mm and aligned to the right margin. This version of the lock-up is without the CTA as the advert already has one.

Canon Advertising Guidelines

2.11 Specifications Partner / Sponsorship logo positioning

Version 1

The following specifications are for the positioning of partner / sponsorship logos.

Partner / Sponsorship logos Run along the bottom margin.

Product logo Elevated to the mid-right margin.

3 Partner / Sponsorship logo Placed on the bottom margin, from the left. No horizontal logo should be larger than the Canon logo x-height. Portrait logos should not be any larger than double the Canon logo x-height. 4 Advertising lock-up This version of the lock-up is without the CTA as the advert already has one.

headline goes here over SEVERAL lines LOREM IPSUM DOLORE SET AMET CONSECTAE.

Maecenas laoreet erat eget gravida blandit. Donec dapibus gravida fermentum. Cras lorem elementum purus ultrices ligula tempus feugiat. Proin rutrum posuere sem, non euismod .

PRODUCT LOGO

Canon Advertising Guidelines

Version 1

Welcome to the Canon Advertising Summit X

DON’T Use any other typeface

WELCOME TO THE CANON ADVERTISING SUMMIT

Lorem ipsum etu dolor sitamet,consectet uradipiscing elit. Mauristruy urnamm temmeros, fringilla nec tempus sed, molestie nec lectus. Nunc elementum suscipite tristique. Morbi et nisi vitae sapien luctus lorem ullamcorper. Pellentesque nec orci lorem. Mauris ut auctor lorem. In dictum volutpat velitum at commodo. Curabitur egestas magna nec est convallis, ut dignissim dui pellentesque. Proin luctus purus a neque pharetra ultricies. Donec elit eros, blandit quis placerat eu, volutpat eget turpis. Etiam nisitellus

DON’T Use the circles to contain excessive copy or POS information

canon-europe.com/Riam ut apid vereperae sa ducil

X DON’T Use all-caps in long headlines or body copy.

X DON’T Have long call to action addresses

canon-europe.com/deer

X DON’T Align the call to action on the left

X DON’T Customise the advertising lock-up

X DON’T Extract the words from the advertising lock-up and use as a call to action

X DON’T Re-draw the logo

2.12 Specifications Don’ts

Follow these rules to maintain consistency within our visual identity system. For further information, contact the brand team (details in section 3).

Canon Advertising Guidelines

â&#x20AC;˘ 3

Support

Canon Advertising Guidelines

Contacts For any questions or queries please contact the Canon EMEA brand management team. • Canon EMEA brand management team Subbaiah Kuttanda Subbaiah.Kuttanda@canon-europe.com Peter Morris Peter.Morris@canon-europe.com Richard Sceats Richard.Sceats@canon-europe.com • For brand assets and detailed information visit canon-europe.com/brandsite © Canon Europa N.V. 2014

Version 1

3.01