IAC 2014 Brand Manual by Emanuel Ilagan

BRANDING MANUaL

CONTENTS 1.0 Logo 1.1 1.2 1.3 1.4

Main Logo Display Logo Small Application Logo Violations

2.0 Color

2.1 Primary Brand Colors

3.0 Typography 3.1 3.2 3.3 3.4 3.5

Creative Design Use Internal office use Neutraface 2 text Scala Verdana

4.0 Graphic Standards 4.1 Emphasis Bars 4.2 Halftone effects

5.0 Collateral 5.1 5.2 5.3 5.4 5.5

Business cards Letterhead Envelope Folio Standard Folio

1.0 logo 1.1 Main Logo cmyk 4-colour Logo_main_CMYK.eps

primary logotype

The International Astronautical Congress 2014 logo is designed to be distinct from past and future congresses. It is a bold, confident, and contemporary icon that distinguishes it from past iac marks. since IAC 2014 is specific to its date, this information is always displayed in the logo to differentiate it from previous congresses. The logo is comprised of two parts: the primary logotype (graphic) and the secondary wordmark (text). The main use of the logo utilizes both of these components. The logo comes in four colour configurations for print (as shown), and an RGB colour configuration for screen (Logo_main_RGB.eps) (not displayed).

secondary wordmark

PMS coated

Logo_main_PMS130c.eps

PMS Uncoated

Logo_main_PMS116u.eps

greyscale

Logo_main_BW.eps

1.0 logo 1.2 Display Logo standard version

Logo_display_CMYK.eps

There may be cases where the logo will need to be displayed as an identifying icon for the event. In these instances, the primary logotype is used solely as a graphic element. The secondary wordmark is excluded because the textual information will be too difficult to read or will be clarified elsewhere in the applied collateral. Examples of this would be on the front of the business card, the projected animation, and the animated GIF for web applications. When applied as a knockout on top of a background, be sure to choose a portion of the graphic that allows the Toronto 2014 text to always be readable.

knockout version on background Logo_display_knockout_CMYK.eps

incorrect usage of knockout version

Toronto 2012 is illegible

1.0 logo 1.3 Small Application Logo stacked composition (Preferred) Logo_small_stacked_CMYK.eps

1”

For print applications, when the primary logotype is between 1 and 1.5 inches, the small configuration must be used. For web and screen applications, the small logo must be used when the logotype is between 72 and 108 pixels. At these sizes, the Toronto 2014 portion of the logotype becomes too difficult to read and is therefore removed. The circle in the center is also filled in to balance the logo’s density. The minimum size of the logotypes is 1 inch for printed collateral or 72 pixels for screen/web. The wordmark must always accompany the small logo in order to maintain its informational integrity — since IAC 2014 is specific to its date, it is essential to have this information shown with the logo to differentiate it from previous congresses.

1.5” 2” vertical composition Logo_small_vertical_CMYK.eps

1”

1.5”

Parts of the logo blend into the background and become illegible

1.4 logo violations 2014.ca

65TH INTERNATIONAL ASTRONAUTICAL CONGRESS 29 SEP â&#x20AC;&#x201C; 3 OCT 2014

Do not add elements to the logo, as this will alter it.

Do not substitute or replace wordmark with other fonts

Never skew or distort the logo

Do not alter the color or tint of the logo or use a drop shadow Logotype is larger than 1.5â&#x20AC;?

Do not outline any part of the logo Do not use the small logo for large applications

Do not remove the wordmark from the small logo

2.0 Brand colour Maintenance of the integrity of the IAC 2014 brand through consistent use of brand colours is integral across all applications. The brand is built on two primary colours using tint and opacity variants. These two colours are used for the logo, full background floods, and solid graphic treatments.

2.1 Primary Brand Colours Always use these exact Pantone Matching System (PMS) colours where applicable. Where needed, the CMYK, RGB, web hexadecimal and paint equivalents should be used.

uncoated Paper Pantone 116 U Coated Paper Pantone 130 C

4-colour process C 00% M 30% Y 100% K 00%

4-colour process C 15% M 15% Y 10% K 75%

on-screen/RGB R 252 G 184 B 19 Hexidecimal code # fc b 813

on-screen/RGB R 76 G 76 B 78 Hexidecimal code #4 c4 c4 e

Note: For use on-screen, colour perception is affected by the luminosity and calibration of the monitor. When printing on coated paper PMS Coated must be specified for use. When printing on uncoated paper PMS Uncoated must be specified for use. When printing the logo in 4-colour publications the CYMK specified colours should be used. When used on the web or on-screen the RGB or Hexidecimal specified colours should be used where applicable.

3.0 TYPOGRAPHY These typefaces should be used as specified for all significant brand communication pieces. There are two standard typefaces for Creative Design Use — Neutraface 2 Text and Scala, and one for Internal Office Use and e-mail communications — Verdana. PLEASE ADHERE TO THE RECOMMENDED STYLE GUIDELINES IN THIS SECTION.

3.1 Creative Design Use

Neutraface 2 Text Headers, Sub-Headers, Block Quotations, Captions, Contact Information

Scala OT Body text — all body text should be set at 9.5 points with the spacing set to 12 points

3.2 Internal Office Use

Verdana Internal Use — Letterhead, electronic communication (fax, memo, etc) and e-mail

3.0 TYPOGRAPHY 3.3 Neutraface 2 Text light

light ITALIC

NEUTRAFACE 2 text

ABCDEFGHIJKLMNOPQ R STU V WXYZ&!?12 34567 8 90 abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQ RSTUVWXYZ&! ?123 4 5678 90 abcdefghijklmnopqrstuvwxyz

This family comes in four weights and their accompanying italics.

book

book italic