Wunderman brand guidelines
Version 2.0
Overview The Wunderman brand identity, in use since 2008, has been tried and tested in our agencies all over the world. In that time we’ve seen what works and what doesn’t. Version 2.0 isn’t a re-brand – that’s the last thing that anyone wants. What we’ve done is simply refresh and refine parts of it. We have taken your feedback and looked at creating greater flexibility in some areas, we’ve been more definitive about how we present our brand in others and we’ve looked at creating more distinctive templates that will make it easier for everyone to consolidate our brand identity worldwide.
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Getting down to basics.
This section looks at each of our brand elements in detail.
Our logo The Wunderman logotype is our corporate logo and anchors every communication.
The logo should be present on your document where it is easily seen but does not need to be on every page.
Never use our logo in a sentence or headline. When ‘Wunderman’ is written, it should be the same size and style as the rest of the copy with a capital ‘W’.
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Logo usage The logotype should never be re-proportioned or distorted in any way. Always use the original artworks supplied. 1 Wherever possible our logo should be reproduced in the primary color. Don’t change the color of the logotype from the available artworks.
2 A minimum print size has been determined for the logo. Don’t print it smaller than 20mm wide under any circumstances.
20mm / 0.8"
3 Always ensure a clear space equal to the width of the ‘w’ is maintained around the logotype. This area should be kept clear of any graphic elements (including obstructive elements of a photographic background).
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Logo usage 4 On darker backgrounds the logo can also appear white out.
5 The logo can appear on any background, provided it is clearly legible and a visual clear space is maintained. Where a mid-tone background is used choose the color which is most legible.
6 In black and white applications the logotype can appear in black or reversed out white. The logotype can be positioned in any corner or be centered top, middle or bottom of a page or screen. The logotype should never be closer to the edge of a document than its clear space.
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the Wunderman network ‘the Wunderman network’ logo is an extension of our primary logotype and represents the entire network of advertising, marketing and consulting companies that contribute to Wunderman.
This logo should only be used in communications where it is necessary to reflect the global nature of the Wunderman network.
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the Wunderman network logo 1 Horizontal version. ‘Wunderman’ appears in the primary color. ‘network’ is in 83% PMS 426 C. Use the horizontal version of the logo wherever possible.
2 Stacked version. For use only when there is insufficient space for the horizontal logo to appear.
3 Always ensure a clear space equal to the width of the ‘w’ is maintained around the logotype. This area should be kept clear of any graphic elements (including obstructive elements of a photographic background).
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the Wunderman network logo 4 The logo can appear on any background, provided it is clearly legible and a visual clear space is maintained. Where a mid-tone background is used, choose the color that is most legible.
Wunderman: White network: 100% PMS 426 C
Wunderman: PMS 266 C network: 20% PMS 426 C
Wunderman: PMS 266 C network: 100% PMS 426 C
5 In black and white applications, ‘Wunderman’ can appear in black or reversed out white, while ‘network’ is shown at 50% black.
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The Curious Square A reflection of the curious side of our thinking. It is restless and genuine, not slick and smooth. The Curious Square is a supporting brand element and should be used as an interesting touch. It should rarely dominate and usually works best when small and discreet.
Bubble
Spike
Zigzag
Flash
Scribble
Splash
Organic
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Color is vital
Our corporate colors are bold, confident and inspiring. They should be applied in a consistent manner to maximize brand recognition.
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Gamut
C
PM
S
3 PM 288 C S PM 37 S 7C PM 328 S 8C 18 05 C
C
30 0 S
PM
PM
S
29 95
C 24 9
C S PM
24 6 S PM
ac k Bl
42 94 6 % C S PM
C 26 9 S PM
26 6 S PM
W hi
te
C
The chart below reflects the proportion and hierarchy of color usage. Don’t forget the importance of white space.
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PMS: 266C in tints of 30%, 50% and 70%
Pink
PMS: 246C in tints of 30%, 50% and 70%
T e r ti a r y p a l e tt e
Purple
S e cond a r y p a l e tt e
CMYK: C:0 M:90 Y:0 K:0 in tints of 30%, 50% and 70%
Dark purple PMS: 269C CMYK: C:75 M:100 Y:0 K:25
Dark pink PMS: 2425C CMYK: C:35 M:100 Y:0 K:24
Dark blue
Blue
PMS: 2955C CMYK: C:100 M:35 Y:0 K:60 CMYK: C:64 M:85 Y:0 K:0 in tints of 30%, 50% and 70%
PMS: 300C in tints of 30%, 50% and 70%
CMYK: C:100 M:68 Y:0 K:0 in tints of 30%, 50% and 70%
Charcoal PMS: 94% of 426C CMYK: C:2 M:2 Y:0 K:94
Q u a t e r n a r y p a l e tt e
P r im a r y C o l o r
Color values: Print
Turquoise PMS: 3288C CMYK: C:100 M:0 Y:60 K:24
Green PMS: 377C CMYK: C:48 M:0 Y:100 K:26
Yellow
Black PMS: 124C CMYK: C:0 M:36 Y:100 K:0 PMS: Process Black C CMYK: C:0 M:0 Y:0 K:100 in tints of 30%, 50% and 70%
Red PMS: 1805C CMYK: C:0 M:99 Y:91 K:22
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Purple tint RGB: R:171 G:81 B:232 HEX: #ab51e8
RGB: R:199 G:24 B:177 HEX: #C724B1
Pink tint RGB: R:240 G:81 B:216 HEX: #f051d8
T e r ti a r y p a l e tt e
RGB: R:102 G:0 B:167 HEX: #6e00A7
Pink
Dark purple RGB: R:81 G:11 B:125 HEX: #570b7d
Dark pink RGB: R:145 G:26 B:128 HEX: #91a180
Dark blue
Blue
RGB: R:0 G:73 B:140 HEX: #00498c RGB: R:0 G:94 B:184 HEX: #005EB8
Blue tint RGB: R:20 G:140 B:255 HEX: #148cff
Charcoal RGB: R:56 G:55 B:56 HEX: #383738
Q u a t e r n a r y p a l e tt e
Purple
S e cond a r y p a l e tt e
P r im a r y C o l o r
Color values: Screen
Turquoise RGB: R:0 G:130 B:100 HEX: #008264
Green RGB: R:122 G:154 B:1 HEX: #7A9A01
Yellow
Black RGB: R:234 G:170 B:0 HEX: #EAAA00 RGB: R:0 G:0 B:0 HEX: #000000 in tints of 30%, 50% and 70%
Red RGB: R:175 G:39 B:47 HEX: #AF272F
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Color tips and examples 1. Purple is our primary color and should always lead. This doesn’t mean it has to cover everything but is used with significance. 2. The overall mood of any piece should be white. Black is fantastic for dramatic statements, title pages and for a finished look.
It’s about more than just numbers
4 3
DMA Awards Grand Prix and a Gold at the Green Awards
Client bonuses totalling
£1.5m
48
380 people
BIMA Award
agency band nights
million in new business wins
No.
agency in the network (for size and creativity. 3 out of 4 LWA awards)
2
2 nominations at Cannes
nominations
Impactful at Campaign Conversation BIG Awards events
2
new th client in overall wins billings NMA
shortlisted at BIMA Awards
www.wunderman.co.uk
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3. Avoid using too many colors together. The ‘purple’, ‘blue’ and ‘pink’ are independent and can signify differences, divide sections or break up the sometimes overwhelming use of purple to create interest. 4. The primary and secondary colors should appear with white, black or both and rarely in isolation.
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Current metrics to 3D customer metrics
5. Tertiary colors are to support the primary and secondary palette when extra colors are needed, e.g. in diagrams or as accents. They should never be used in place of the primary or secondary palette.
3D customer metrics
Current metrics Product metrics
Customer metrics
Product metrics
ROI
NPS
NPS Profile Actual referrals
ROI
NPS
Sales profit
Customer satisfaction
Relevant customer satisfaction attributes for BTL
Sales profit
Customer satisfaction
Customer experience
Responsiveness Brand and product consideration
Response rate
Customer experience
Open and read impact – recall Comms rating –
Mailing volume Cost per pack
BTL Communications
Channel permission Profile build
Eligibility
Data insight and access
Response rate
Mailing volume Cost per pack
BTL Communications
Relevance/empathy
Data insight and access
Eligibility
Social sentiment Charter
10
Lloyds TSB
350
Halifax BoS
0
Barclays
300
Other channels News
HSBC NatWest
-10
Forum conversations
250
Other channels News
200
-20
Forum conversations
Aggregator Twitter
150
-30
Other channels
Aggregator
News Forum conversations Aggregator
Blogs Blogs
Blogs Other channels
100
News Aggregator
-40 50
Forum conversations Twitter
Jul 10
Aug 10
Jun 10
Apr 10
May 10
Feb 10
Mar 10
Jan 10
Dec 09
Oct 09
Nov 09
Aug 09
Jul 09
Aug 09
Jun 09
Apr 09
May 09
Feb 09
Mar 09
Jan 09
-50
Blogs
0 Jan 2010
Feb 2010
Mar 2010
Apr 2010
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Typography is key
The primary Wunderman typeface is Avant Garde. It is confident, clear and timeless.
Our brand typefaces Avant Garde represents the Wunderman brand and should be used to grab attention in headings and short statements or points. Amasis is used for legibility in longer statements or paragraphs to support and complement Avant Garde. Primary Typeface
Avant Garde Bold/oblique Avant Garde Demi/oblique* Avant Garde Medium/oblique* Avant Garde Book/oblique Avant Garde Extra Light/oblique
Avant Garde Bold with Avant Garde Extra Light in headlines if necessary Avant Garde Book is for use in intro paragraphs, annotations or short statements
Amasis MT Std Regular is for use as body copy only
Secondary Typeface
Amasis MT Std Light/italic Amasis MT Std Regular/italic * It may be usefull to use Avant Garde Demi or Avant Garde Medium for small point sizes, for online or for aesthetic reasons.
Nulla dui tellus mollis sed Ultrices eu commodo turpis Mauris elementum molestie semper. Cras convallis, sapien sit amet fringilla vestibulum, dui nisi tristique diam, vel imperdiet turpis dolor non augue.
Phasellus ac turpis lectus, non dignissim metus. Vivamus laoreet urna vel eros tristique aliquam. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Aliquam blandit purus ut ipsum ornare molestie. Praesent id augue id tortor pellentesque gravida sit amet nulla.
Quisque sapien erat Amasis MT Std Light is for use when paragraphs or phrases appear larger than the regular body copy
Mauris elementum molestie semper. Cras convallis, sapien sit amet fringilla vestibulum, dui nisi tristique diam, vel imperdiet turpis dolor non augue.
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System fonts Ideally Avant Garde and Amasis would be used for all our communications and should be used whenever possible. However, there are times and places where standard system fonts need to be used. Primary system font
Century Gothic Bold/italic Century Gothic Regular/italic
For headlines and statements use Century Gothic Bold Century Gothic Regular is for use in intro paragraphs, annotations or short statements
Secondary system font
Cambria Regular/italic
Use Cambria Regular for body copy and letters
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Typography and PowerPoint Keep your PowerPoint presentations light on words. Long copy on slides is boring. Your audience should be concentrating on what you have to say and your slides should support this, not detract from it. Century Gothic is clear and easy to read in brief paragraphs and statements which makes it ideal for PowerPoint presentations.
Remember: • Keep it simple • S tick to the template whereever you can if you don’t have the template download it from: https://loop.wunderman.com
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Typography and PowerPoint Use Century Gothic in all copy above 14pt. Introduce Cambria in body copy 14pt and under. For headlines, or subheads 14pt and under, use Century Gothic Bold caps.
Headline: Century Gothic Bold 17pt sentence case Body copy: Century Gothic Regular 15pt. Use sentence case in all headlines above 14pt so that only the first letter of the first word is capitlized unless it includes a name. Headline: Century Gothic Bold Caps 12pt
Body copy: Cambria 13pt. For headlines 14pt and below use all caps – never capitalize body copy.
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Typography and PowerPoint If you must use Cambria in your body copy, DO NOT mix it with Century Gothic. Use one or the other.
• Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris fermentum metus vel tortor commodo eu elementum libero faucibus. Aliquam erat volutpat.
– Donec pellentesque massa vitae risus viverra ultrices. – Donec pellentesque massa vitae risus viverra ultrices.
• Lorem ipsum dolor sit amet.
– Donec pellentesque massa vitae risus viverra ultrices. – Donec pellentesque massa vitae risus viverra ultrices.
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Typography and PowerPoint If you must use Cambria in your body copy, use Century Gothic as your headline font.
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Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris fermentum metus vel tortor commodo eu elementum libero faucibus. Aliquam erat volutpat.
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Typography and PowerPoint When using Century Gothic in large point sizes you may use a combination of Bold and Regular to add drama.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris fermentum metus vel tortor commodo eu elementum libero faucibus.
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Typography and PowerPoint When using Cambria do not mix Bold and Regular in the same sentence.
Donec pellentesque massa vitae risus viverra ultrices. Donec pellentesque massa vitae risus viverra ultrices.
– Donec pellentesque massa vitae risus viverra ultrices. – Donec pellentesque massa vitae risus viverra ultrices.
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Typography and PowerPoint Do not use all caps in sentences or paragraphs.
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Typography and PowerPoint Do not centre, right range or justify copy. Always set your type range left and ragged.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris fermentum metus vel tortor commodo eu elementum libero faucibus. Aliquam erat volutpat.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris fermentum metus vel tortor commodo eu elementum libero faucibus. Aliquam erat volutpat.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris fermentum metus vel tortor commodo eu elementum libero faucibus. Aliquam erat volutpat.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris fermentum metus vel tortor commodo eu elementum libero faucibus. Aliquam erat volutpat.
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Typography and PowerPoint Never use our logo in a sentence or headline. When ‘Wunderman’ is written, it should be the same size and style as the rest of the copy with a capital ‘W’.
Lorem ipsum Lorem ipsum Wunderman
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Using imagery
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Using imagery A document may be the first piece of ‘created work’ that a prospective client sees from an agency. It should go without saying (but rarely does), that if you’re showing them how pedestrian your communication can be at this early stage, they’re going to walk, long before you get a chance to do the real stuff. 1. Think hard
2. Crop hard
3. Cut out
4. Interesting
Be honest with yourself – do you really need a photo to dramatize your point?
An easy way to make an average shot better, and bring originality to it, is to crop hard (as long as you don’t render the content meaningless).
Eliminating the background from the subject is worth considering if you want to keep your backgrounds clean so that type can run round. Be aware, however, that it may work best if used throughout a document rather than mixed with other, squared-up imagery.
Above all else, anything visual has to engage before it can inform. The human eye has evolved to notice the unusual, so give yourself a head start and look at the ‘Interesting’ section in the ‘Explore’ section of flickr.
If it’s not adding meaning, you’re applying make-up, and the best advice is to USE SPARINGLY.
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Iconography Consider using an icon or symbol from our custom set as an alternative to photography.
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Imagery and type Most often you will want to have something written with your picture, whether it be for a title page, section divider or to visualize an idea. 1. Highlighter method: A solid box appears behind each line so that multiple lines have a ragged edge and a solid area behind them. The box behind can appear in black, white or in one of the primary or secondary colors and can be up to 50% transparent providing the copy is clear and legible.
x-height (approx)
½ x-height (approx)
Exercise: Hindsight Exercise: Hindsight 20 min – Jon
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x-height (approx)
2. Solid box method: A solid box appears behind the whole block of copy. The box behind can appear in black, white or in one of the primary or secondary colors and can be up to 50% transparent providing the copy is clear and legible.
½ x-height (approx)
Exercise: Hindsight 20 min – Jon x-height (approx)
½ x-height (approx)
Exercise: Hindsight 20 min – Jon Exercise: Hindsight 20 min – Jon
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3. Dividing the page method: Divide the page vertically or horizontally with your copy appearing on one side and your image appearing on the other. The copy can appear on a white, charcoal or black background – do not use colors.
Exercise: Hindsight 20 min – Jon
Exercise: Hindsight
20 min – Jon
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Do not 1. Put type over images even if there is clear space 2. Use a colored background with the divided pages
Exercise: Hindsight 20 min – Jon
Exercise: Hindsight 20 min – Jon
3. Use colored type on colored backgrounds
Exercise: Hindsight 20 min – Jon
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Contact
Contact These guidelines have been designed to be flexible and adaptable, so if a situation arises where you need clarity on a subject, please get in touch – we are more than happy to help. Brand Central branding@wunderman.com
Download assets loop.wunderman.com
If you have any questions regarding the guidelines.
Find brand guidelines, logos, templates, photography and iconography under Branding.
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