EDP Brand Guidelines by Lukasz Kulakowski

edp brand guidelines Version 1.0 | Published September 2013

1. brand positioning 2. logomark 3. color 4. typography 5. imagery 6. voice 7. additional applications 8. glossary

The EDP brand has entered a new stage in its history. As a company that has continually played a definitive role in the energy industry we proudly looked back on our heritage. However we now look to the future, and an evolution of not only what our brand stands for, but how it is represented.â&#x20AC;&#x2030;This document is meant to be a practical and aspirational guidelines for the EDP brand â&#x20AC;&#x201D; it articulates both a strategic overview of why we represent the brand the way we do, while providing detailed usage information, specifications and exemplary applications for how the brand identity functions.

EDP BRAND GUIDLINE

1. BRAND POSITIONING

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EDP BRAND GUIDLINE

brand positioning Successful brands manage their image effectively by having a clear understanding of their Brand values and the associated character they convey. At the heart of EDP are three primary values : Human, Sustainable, and Innovative. These are enduring characteristics that remain timeless and true, regardless of product innovations or competitive shifts — they help shape our brand and inform how we ‘ speak ’ in all communications. Included on the following page is a summary of the Brand values and what they mean for the EDP brand.

1. BRAND POSITIONING

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EDP BRAND GUIDLINE

1.1

human Above all we are a brand that is built by, reliant on and inextricably linked to people. In order to be true to our customers, partners and the communities we serve, EDP is a transparent and open brand that is deeply committed to meeting individual needs and working towards society’s well-being.

sustainable EDP is strongly committed to an environmentally conscious approach to all of our processes and to maintaining sustainable business practices throughout our organization. We recognize that the future belongs not only to those who embrace a respectful perspective to the planet, but those who facilitate people’s ability to do the same. We also invest in society and culture through the following methods: seeking to support social causes we believe in, improving socio-economic issues such as poverty and childhood education, and lastly providing assistance to public and cultural institutions..

innovative Our brand is excellence-oriented and dedicated to ongoing innovation at all levels of the company. EDP strives to be a constructive, inherently creative group that can be counted on for technically advanced solutions and future-focused technologies.

1. BRAND POSITIONING

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EDP BRAND GUIDLINE

1. BRAND POSITIONING

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EDP BRAND GUIDLINE

2. LOGOMARK

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logomark

As a dynamic company at the leading edge of the energy industry, EDP has a similarly agile logomark that is the primary visual representation of our brand. The new ‘ set ’ of logomarks reaffirm the core values of the brand — creating a modern, flexible and adaptable system to keep pace with the changing industry landscape.

EDP BRAND GUIDLINE

2. LOGOMARK

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EDP BRAND GUIDLINE

2. LOGOMARK

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EDP BRAND GUIDLINE

2. LOGOMARK

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are you smiling?

Historically, EDP embraced the symbol of a smile to serve as an expression of our brand. Building on that equity, our new logomarks are formed from an extension of that simple graphic.

EDP BRAND GUIDLINE

2. LOGOMARK

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EDP BRAND GUIDLINE

2. LOGOMARK

2.1

Our company and brand is dynamic, and so is our primary visual signature – whereas EDP used to have only one logomark, it is now manifested in seven (7) logomarks that may be used interchangeably. Each of our seven logomarks is not tied to a specific area of the company, use them often and use them widely – the EDP logomarks should be ever-changing and constantly shifting from application to application. Choose a different one for each piece of collateral or communications material, and don't rely too heavily on any single one of them. The mark is based on primary shapes – the circle, square, triangle and half-circle. These are combined in numerable and different ways to generate provocative compositions that form the backdrop for the monogram. Additionally, beneath each logomark is a gradient-based shadow, which adds to the dimensional quality of the overall logomark. Shadow usage is covered on page 26v.

The monogram is a custom-created set of letterforms that simply and elegantly spell ‘ EDP ’ – when in solid white and combined with the mark, it forms the centerpiece of the logomarks. It may also be used in isolation for certain applications, details of which are discussed on the following pages.

Please note : The only exception to our rule of the ever-changing logomark, is when a third-party requires a constant visual representation of EDP, (this might include stock exchanges or certain select organizations). In cases such as this, we use the adjacent EDP logomark version.

Additionally, these logomarks are featured on white, their primary and recommended background color and have been carefully constructed and refined, do not alter or recreate them in any way.

REALTED FILES :

FILES FORMAT :

EDP-LOGOMARKS / CMYK / 01-PRIMARY

ADOBE ILLUSTRATOR, EPS, PDF

EDP-LOGOMARKS / PMS / 01-PRIMARY

ADOBE ILLUSTRATOR, EPS, PDF

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EDP BRAND GUIDLINE

2. LOGOMARK

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2.2

logomark construction Our logomarks are created from two component parts — the individual graphic marks, and the letter-based ‘ EDP ’ monogram. By combining the shapes in myriad forms while maintaining the wordmark placement, we created a modular, familial system of logomarks that can be abstract, figurative or diagrammatic and still maintain the recognizable signature of EDP. To the right are examples of how individual shapes may combine to construct the ‘mark’ of our logomarks. In each case a simple shape builds towards a more sophisticated and overlapping form – from there the white ‘monogram’ and shadow are correctly added to complete the EDP logomarks.

EDP BRAND GUIDLINE

2. LOGOMARK

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EDP BRAND GUIDLINE

2.3

alternate logomarks

2. LOGOMARK

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EDP BRAND GUIDLINE

2. LOGOMARK

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Though the seven primary logomarks should ‘ lead ’ the brand communications, EDP also has a broad number of supporting ‘ Alternate ’ logomarks that can be used in secondary applications. More than 80 alternative logomarks exist that expand upon the idea of the dynamic and increasing breadth of possibilities for the brand.

REALTED FILES : EDP-LOGOMARKS / CMYK /

FILES FORMAT : 02-ALTERNATES

EDP-LOGOMARKS / PMS / 02-ALTERNATES

ADOBE ILLUSTRATOR, EPS, PDF ADOBE ILLUSTRATOR, EPS, PDF

EDP BRAND GUIDLINE

2. LOGOMARK

PAGE 16

EDP BRAND GUIDLINE

2. LOGOMARK

PAGE 17

2.4

tagline In addition to our logomarks, a concise primary tagline exists to explicitly reiterate our brand promise — ‘ feel your energy’. This tagline may be used with any of the primary logomarks; though it may be combined in a ‘ lock-up ’ formation, such as below, it is highly recommended that the tagline be physically separated such as the examples to the right.

feel your energy

On a color or a black background we use the

feel your energy

Change the tagline to white on black and dark backgrounds.

logomark without shadow.

Please note: When logomarks are combined with our tagline on a white background, we retain the logomarks’ shadow. However when placed on a color background, the shadow is dropped – as in the examples below. For color usage, please refer to the ‘ Color ’ section of this guidelines.

Additionally, the tagline has been carefully constructed and refined, do not alter or recreate it in any way. Do not typeset the tagline, always use EDP-approved artwork assets.

REALTED FILES :

FILES FORMAT :

EDP-LOGOMARKS / CMYK / 01-PRIMARY

ADOBE ILLUSTRATOR, EPS, PDF

EDP-LOGOMARKS / PMS / 01-PRIMARY

ADOBE ILLUSTRATOR, EPS, PDF

EDP BRAND GUIDLINE

2. LOGOMARK

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EDP BRAND GUIDLINE

2. LOGOMARK

2.5

gray scale versions Though it is highly recommended that the EDP logomarks be represented in their full color versions wherever possible — certain production techniques or applications may require a gray scale version. Included here are the seven primary logomarks that have also been provided in gray scale. Additionally, in exceptional cases where the gradients of the logomarks cannot be reproduced, the monogram maybe be used on its own.

Never use a shadow on black backgrounds.

Always use a shadow on white backgrounds.

Please note: The gray scale version of the EDP logomarks must always be used on a black or white background and never on a color background. When on a white background the logomarks retain their shadows, however on a black background the shadow is not included.

REALTED FILES :

FILES FORMAT :

EDP-LOGOMARKS / GRAYSACLE / 01-PRIMARY

ADOBE ILLUSTRATOR, EPS, PDF

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EDP BRAND GUIDLINE

2. LOGOMARK

PAGE 20

EDP BRAND GUIDLINE

2. LOGOMARK

PAGE 21

2.5

area of isolation

LOGOMARK EXAMPLE 2

MONOGRAM

The logomarks need generous space around them to assure visibility; as they differ in shape, we use the monogram to define their area of isolation. The outer box represents their minimum clear space, and the shadow always falls within it.

x x

LOGOMARK WITH TAGLINE EXAMPLE

LOGOMARK EXAMPLE 1

TAGLINE

feel your energy

x x

The ‘ X ’ represents the height of the EDP monogram, from the top of the D to the bottom of the

P. This unit of measure is used to determine the area of isolation for each of the logomarks.

Please note: The area of isolation may be ignored only when a logomark is used in an illustrated composition made up of graphically similar elements, such as icons from the icon library or the basic square, triangle, circle and half-circle shapes. For further examples please refer to the ‘applications’ section of the Brand Guidelines.

EDP BRAND GUIDLINE

2. LOGOMARK

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2.7

sizing The EDP monogram height is used as the reference for the minimum printing or digital size. The minimum printable size is when the monogram is at 6.5 mm height within the EDP logomark. For smaller sizes we replace the full logomark with the letter-based EDP monogram. The minimum height of the EDP monogram is 4 mm.

EDP BRAND GUIDLINE

2. LOGOMARK

PRINT SIZING

H 10 mm

H 8,5 mm

H 7.5 mm

Ideal minimum size for the main logomark when used on any stationary or printed material where there is sufficient room for the brand.

H 6.5 mm

Minimum size the edp logomark should be used. Any smaller applications should use the monogram only.

DIGITAL SIZING Please Note : The minimum pixel size for the height of the monogram is 16px. Adjust the logomark accordingly.

H 16 px

H 6 mm

H 5 mm

H 4 mm

Minimum size the edp monogram should be used.

REALTED FILES :

FILES FORMAT :

EDP-LOGOMARKS / CMYK / 01-PRIMARY

ADOBE ILLUSTRATOR, EPS, PDF

EDP-LOGOMARKS / PMS / 01-PRIMARY

ADOBE ILLUSTRATOR, EPS, PDF

EDP-LOGOMARKS / CMYK / 04-MONOGRAM

ADOBE ILLUSTRATOR, EPS, PDF

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EDP BRAND GUIDLINE

2. LOGOMARK

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EDP BRAND GUIDLINE

2. LOGOMARK

2.8

shadow placement The marks of the EDP logomarks vary in their exact size and composition, and similarly the shadow beneath each of them varies as well. To feel ‘visually balanced’ some logomarks require more margin between their shadow than others. More specifically, the position of the shadow must be between (1/2) and (1/4) of the height of the EDP monogram. Examples on the adjacent page illustrate this variance.

x / 4

THE SHADOW MARGINE SIZE SHOULD ALWAYS

x / 2

BE BETWEEN X / 2 AND X / 4

x / 2

x / 2.4

x / 2.9

x / 3,8

margin size between the shadow

and the logomark

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EDP BRAND GUIDLINE

2. LOGOMARK

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2.9

shadow usage Though it is highly recommended that the EDP logomark maintain all of its elements (the mark, monogram and shadow) in as many applications as possible — in some cases the production methods or applications will necessitate dropping the shadow from the design.

EDP BRAND GUIDLINE

WITH SHADOW

2. LOGOMARK

When to Use : When the logomark is in isolation on a white background only. This is the most common usage of the logomarks. Sample Applications : Stationary Systems, Communications Collateral, Digital and Broadcast Sign-offs, Email Signatures.

Afonso Henriques Coordenador Direcção de Marca e Comunicação edp-energias de portugal PR. Marquês de Pombal 13-50, 1250-162 Lisboa-Portugal t. +351 21 002 1547 f. +351 21 002 1548 afonso. henriques@edp.pt www.edp.pt

WITHOUT SHADOW

When to Use : When the logomark is in isolation on a color- or imagebased background, and with multiple logomark compositions such as patterns and textures. Sample Applications : Apparel and Promotional Objects, Interior and Exterior Architectural Graphics, Signage.

On the adjacent page, three scenarios with accompanying examples are provided that may dictate shadow usage. The first being the recommended ‘ with shadow ’ usage, the second being ‘ without shadow ’ usage, and the last being a ‘ monogram-only ’ usage.

Please note: In applications such as the adjacent example, the area of isolation may be ignored as per the guideline directions on page 21.

MONOGRAM

When to Use : When in isolation and the final production size is smaller than 6 mm or when production methods do not support gradientbased artwork. Sample Applications : Small-scale Apparel and Promotional Objects, and select Digital Collateral.

REALTED FILES :

FILES FORMAT :

EDP-LOGOMARKS / CMYK / 01-PRIMARY

ADOBE ILLUSTRATOR, EPS, PDF

EDP-LOGOMARKS / PMS / 01-PRIMARY

ADOBE ILLUSTRATOR, EPS, PDF

EDP-LOGOMARKS / CMYK / 04-MONOGRAM

ADOBE ILLUSTRATOR, EPS, PDF

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EDP BRAND GUIDLINE

2. LOGOMARK

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EDP BRAND GUIDLINE

2. LOGOMARK

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2.10

brand protection The EDP logomarks are the brand’s first point of contact for many individuals, partners and clients. As such, we always strive to maintain a cohesive and consistent approach to the usage and representation of our logomarks. Besides closely following the guidelines provided in the preceding pages, adjacent are several examples of treatments that are not allowed in the use of the EDP logomarks.

edp

don’t simplify the mark to a solid color.

Don’t apply any deformation to the logomark.

Don’t change the color of the logomark.

don’t apply texture or effects the logomark or the monogram.

Don’t try to recreate the logo, retype the monogram in with a different font, please always

Don’t put the logo in a container

use the assets supplied by us.

Don’t rotate or use the logomark vertically.

Don’t use the monogram without the mark above 6 mm height size.

Don’t use the Logomark with shadow on a color background

Don’t use the monogram with or as an outline

Don’t use a gray sacle Logomark on a color background

EDP BRAND GUIDLINE

3. COLOR

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color

The EDP color palette is an important and expressive element within the larger identity system. Our brand derives a high degree of equity from our primarily red and warm color palette ; it is strongly representative component of our company. For that reason, while the primary color palette focuses on the hues found in our logomarks, the secondary color palette provides a complimentary perspective that expands upon them.

EDP BRAND GUIDLINE

3. COLOR

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EDP BRAND GUIDLINE

3. COLOR

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EDP BRAND GUIDLINE

3. COLOR

3.1

color palette

DARK RED

CMYK 0 100 100 40

PMS 7427 may be used to color match Dark Red.

RGB

Always Use the PMS supplied assets when you use solid

158 6 22

HEX 9E0616 RAL equivalent :

colors and CMYK assets when you use CMYK colors. RAL 3003

3M Vinyl equivalent : Deep Red

The primary color palette is derived from the EDP logomarks and the following hues have been carefully selected to maintain the integrity of the brand.

Oracal equivalent : 030 ( Opaque 951)

RED

030 (Translucent 8800)

CMYK 0 100 100 0

PMS 485 may be used to color match Red.

RGB

Always Use the PMS supplied assets when you use solid

238 22 45

colors and CMYK assets when you use CMYK colors.

HEX EE162D RAL equivalent :

RAL 3020

3M Vinyl equivalent : Tomato Red Oracal equivalent : 326 ( Opaque 951)

WHITE

326 (Translucent 8800)

CMYK 0 0 0 0 RGB

255 255 255

HEX FFFFFF RAL equivalent :

RAL 9010

3M Vinyl equivalent : White Oracal equivalent : 010 ( Opaque 951)

010 (Translucent 8800)

Please note : For all vehicular applications, EDP utilizes a White Vinyl.

REALTED FILES :

FILES FORMAT :

EDP-LOGOMARKS / CMYK

ADOBE ILLUSTRATOR, EPS, PDF

EDP-LOGOMARKS / PMS

ADOBE ILLUSTRATOR, EPS, PDF

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EDP BRAND GUIDLINE

3. COLOR

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EDP BRAND GUIDLINE

3. COLOR

| PAGE 35

3.2

secondary color palette The secondary color palette is a complimentary set of hues that may be used in conjunction with the EDP logomarks and primary color palette. Their use should be minimal, and restricted to applications where the primary color palette may not be used for functional or production reasons.

CMYK 1 0 70 0

PMS 3935

RGB

CMYK 18 0 60 0

PMS 374

RGB

242 238 114

HEX F2EE72 RAL equivalent :

RAL 1016

3M Vinyl equivalent : Vista Yellow

* *

3M Vinyl equivalent : Apple Green

PMS 468

RAL equivalent :

063 (Translucent 8800)

CMYK 6 13 41 5 RGB

160 207 235

221 211 175

HEX DDD3AF RAL 5024

RAL equivalent :

RAL 1015

3M Vinyl equivalent : Peacock Blue

3M Vinyl equivalent : Egg Shell

Oracal equivalent : 056 ( Opaque 951)

Oracal equivalent : 816 ( Opaque 951)

547 (Translucent 8800)

CMYK 1 0 2 29 RGB

PMS PROCESS BLACK

RAL equivalent :

805 (Translucent 8800)

CMYK 0 0 0 100 RGB

181 182 179

HEX B5B6B3

RAL 6018

Oracal equivalent : 601 ( Opaque 951)

025 (Translucent 8800)

HEX A0CFEB

PMS 421

RAL equivalent :

RGB

Oracal equivalent : 201 ( Opaque 951)

CMYK 32 2 0 0

PMS 291

195 231 111

HEX C3E76F

0 0 0

HEX 000000 RAL 7038

RAL equivalent :

RAL 8022

3M Vinyl equivalent : Medium Gray

3M Vinyl equivalent : Black

Oracal equivalent : 724 ( Opaque 951)

Oracal equivalent : 070 ( Opaque 951)

074 (Translucent 8800)

070 (Translucent 8800)

Please note that the color equivalents suggested here are not perfect matching colors because of the limitation of the color

palette of certain suppliers. Pantone color should be used as the main reference and equivalents noted with a red asterisk sign are very far from the original color. That’s why we recommended an extreme moderation to use those marked equivalents

EDP BRAND GUIDLINE

3. COLOR

| PAGE 36

secondary color palette variations

PMS 3935

50 %

| RGB 248 246 184

—

75 %

| RGB 245 242 149

—

100 %

| RGB 242 238 114

100 %

PMS 374

| RGB 217 214 102

+ K 10 %

+ K 20 %

PMS 374

—

100 %

PMS 374

| RGB 194 190 91

PMS 374

50 %

| RGB 225 243 183

—

75 %

| RGB 210 237 1147

—

100 %

| RGB 195 231 111

100 %

PMS 291

| RGB 175 207 100

+ K 10 %

+ K 20 %

PMS 291

—

100 %

PMS 291

| RGB 156 185 89

PMS 291

50 %

| RGB 207 231 245

—

75 %

| RGB 184 219 240

| RGB 160 207 235

100 %

PMS 468

| RGB 144 186 211

+ K 10 %

+ K 20 %

PMS 468

—

100 %

PMS 468

—

100 %

3. COLOR

| PAGE 37

For certain applications and so that the EDP logomarks always maintain a high degree of legibility, the secondary color palette may be expanded upon. Below are variations on the palette that range from 50% less opacity, up to 20% more black per color.

3.3

PMS 3935

EDP BRAND GUIDLINE

PMS 468

| RGB 128 166 288

PMS 468

50 %

| RGB 238 233 215

—

75 %

| RGB 230 222 195

—

100 %

| RGB 221 211 175

100 %

PMS 421

| RGB 198 189 157

+ K 10 %

+ K 20 %

PMS 421

—

100 %

PMS 421

| RGB 177 169 140

PMS 421

50 %

| RGB 218 218 217

—

75 %

| RGB 200 200 198

—

100 %

| RGB 181 182 179

| RGB 163 163 161

+ K 10 %

100 % + K 20 %

| RGB 145 146 143

| RGB 15 15 15

94 %

PMS PROCESS BLACK

| RGB 31 31 31

88 %

PMS PROCESS BLACK

| RGB 46 46 46

82 %

PMS PROCESS BLACK

| RGB 61 61 61

76 %

PMS PROCESS BLACK

—

100 %

PMS PROCESS BLACK

100 %

| RGB 0 0 0

EDP BRAND GUIDLINE

3. COLOR

| PAGE 38

3.4

secondary color palette applications

EDP BRAND GUIDLINE

LOGOMARK COLOR APPLICATIONS

The secondary color palette is a complimentary set of hues that may be used in conjunction with the EDP logomarks and primary color palette. Their use should be minimal, and restricted only to applications where the primary color palette may not be used for functional or production reasons. In some instances, production restrictions may require the gray scale logomark to be used on a black background. Included on the adjacent page are examples of the EDP logomark used in conjunction with our secondary color palette variations.

MONOGRAM COLOR APPLICATIONS Please note : The EDP monogram should always be used with the primary color palette or in black.

3. COLOR

| PAGE 39

EDP BRAND GUIDLINE

4. TYPOGRAPHY

| PAGE 40

EDP BRAND GUIDLINE

typography

The typefaces and typography that we use in our communications are as distinct and innovative as EDP itself. In conjunction with all of the design elements in our identity, the typefaces along with their correct usage is important for the consistent representation of the EDP brand.

4. TYPOGRAPHY

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EDP BRAND GUIDLINE

4. TYPOGRAPHY

| PAGE 42

EDP BRAND GUIDLINE

4. TYPOGRAPHY

abc 123 ABC &*

4.1

EDP Preon type family Our brand relies on a custom-created typeface called EDP Preon, which reflects both the human side of our company as well as our innovative and technology-based methodologies. The name ‘Preon’ is based on scientific language that relates to the idea of individual particles that build toward the larger whole. This idea provides a strong conceptual link to the overall premise behind both the EDP logomarks’ system of dynamic shapes, and the brand’s innovative, holistic approach to energy. Except in certain digital executions where font issues occur, EDP Preon is the only typeface that should be used for communications material.

REALTED FILES :

FILES FORMAT :

EDP-TYPOGRAPHY

OPENTYPE (OTF)

| PAGE 43

EDP BRAND GUIDLINE

EDP PREON BOLD

4. TYPOGRAPHY

EDP PREON BOLD ITALIC

abcABC123 abcABC123

EDP BRAND GUIDLINE

4. TYPOGRAPHY

| PAGE 45

CHARACTER SET

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ& #€$¢£ƒ¥0123456789¹²³

EDP PREON MEDIUM

EDP PREON MEDIUM ITALIC

abcABC123 abcABC123 EDP PREON REGULAR

EDP PREON REGULAR ITALIC

abcABC123 abcABC123

abcdefghijklmnopqrstuvwxyz §¶†‡*½¼¾%‰\/⁄ªªº№®©℗™¿?¡!.,:;• @{}[]()—–-·‹«»›¦|_…„‚‘’“‘“” ∆Ω∂∫∑∏πμ¤−+×÷=≠±√^<>≤≥~≈◊¬∞ℓ° ffﬁffiﬂffl�� àáâãäåāăąææçćĉċčďđèéêëẽēĕėęěĝğġģĥħìíîïıĩīĭįĵķłĺļľŀñńņňòóôõöō ŏőøœœŕŗřšśŝşšșßţťŧùúûüũūŭůűųŵẁẃẅýỳÿ�žðþ

EDP PREON LIGHT

EDP PREON LIGHT ITALIC

abcABC123 abcABC123 EDP PREON THIN

ÀÁÂÃÄÅĀĂĄÆÆÇĆĈĊČĎĐÈÉÊËẼĒĔĖĘĚĜĞĠĢĤĦÌÍÎÏĪĬĮİĴĶŁĹĻĽĿÑŃ ŅŇÒÓÔÕÖŌŎŐØŒŔŖŘŠŚŜŞȘŢŤŦÙÚÛÜŨŪŬŮŰŲŴẀẂẄÝỲŸ�ŽĐÞ

EDP PREON THIN ITALIC

abcABC123 abcABC123 EDP PREON HAIR

EDP PREON HAIR ITALIC

abcABC123 abcABC123

EDP Preon Regular, 9 point size with 14 points of leading is the recommended body copy style.

EDP PREON BOLD — 9 pt

EDP PREON MEDIUM — 9 pt

EDP PREON REGULAR — 9 pt

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ea cus sum repwe que sincto

ea cus sum repe que sincto od

od quatus, omnimpo rporerf er-

quatus, omnimpo rporerf er-

spellab il mi, aut est Ovid quid

magnam sum inci di ullique non

EDP PREON LIGHT — 9 pt

EDP PREON THIN — 9 pt

EDP PREON HAIR — 9 pt

Alitinci psuntius elendae licid

ea cus sum repe que sincto od

quatus, omnimpo rporerf er-

spellab il mi, aut est Ovid quid

magnam sum inci di ullique non

despítiva. Dono obso (200 - E os tro abóbil de fiche já al com há boconvo encia cor pente que Gua infle da do o Suctionme loichom to subse conow’s

EDP BRAND GUIDLINE

Weights The EDP Preon type family was created with six (6) weights — Bold, Medium, Regular, Light, Thin and Hairline — to provide a high degree of flexibility in its usage. Though different applications will require different typographic weight treatments, generally the heavier the weight the more friendly and approachable it will feel, while lighter weights provide a more refined and sophisticated tone. Please note: The thinner the weight of the type, the less legible it is at smaller sizes. For that reason it is not recommended to use the ‘Hair’ weight under 30pt and the ‘Thin’ weight under 10pt.

30 pt

Body Copy EDP Preon has been designed to be used as a robust typeface, as such it may be used as a headline, body copy or as a caption. However because of its specific proportions, EDP recommends using the Regular weight of the type for body copy. An exemplary typographic setup for body copy is a 9 point type size, with 14 points of leading (or line spacing) and no more than 72 characters per line. Captions EDP Preon is a highly legible typeface and can support small text sizes. For that reason, it may be used readily for captions, either in lowercase or uppercase settings. However please note that EDP Preon should not be used at type sizes below 4 points. It is recommended that the ‘Regular’ weight be used for type below 6pt.

20 pt

Capitalization Though EDP Preon may be used in uppercase for small-scale captions as noted above, it otherwise must always be used in a lowercase setting for the majority of typographic applications.

14 pt

10 pt

9 pt

6 pt

4 pt

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EDP BRAND GUIDLINE

4. TYPOGRAPHY

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EDP BRAND GUIDLINE

4. TYPOGRAPHY

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4.3

upper & lowercase For brand communications, whenever the EDP name is used in headers or subheads, (when possible) it should be written in lowercase and in a heavier weight than the actual sentence type style. To highlight the EDP name in text, we recommend using a weight two weights heavier than the body copy — for this reason the Hair and Light weights are strongly recommended to be the primary fonts utilized throughout communications.

— in a header set in ‘ hair ’ edp name should be type in ‘ light ’ To create the correct contrast between the EDP name and accompanying text, it is recommended to use Hair and Light weights for the copy in large headers when the EDP name is included in the copy.

— in a header set in ‘ light ’ edp name should be type in ‘ medium ’ When the text contains some UPPERCASE or punctuation, the EDP name should be capitalized. However we strongly recommend against using uppercase throughout brand applications as it hinders legibility.

EDP BRAND GUIDLINE

4. TYPOGRAPHY

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4.2

digital applications Certain areas such as email and online applications will require the use of a typeface other than EDP Preon. In such cases, the EDP brand uses a MAC- and Windowscompatible system font named Calibri.

EMAIL TEMPLATE

Dear Michael,

EDP BRAND GUIDLINE

4. TYPOGRAPHY

aA aA

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CALIBRI BOLD

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

CALIBRI REGULAR Simeturibus, asit, ut ulpa volorum rem que in coruptassum que volor rem apiderit, officimus, am est, nonseque excerro vellant repernam et venia sitatusam lacit eate nobisitatur as sitibeat. Onsecae. At velitatur, oditat illa pro bearum fugit re nobisRibuscidunt. et faccusant volorum recae et eium alit pa sum que parisqui quatemporem ea sequaectur, idus nate est, eum

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

doluptatis quiae oditia quidusa cusantis aboriaepro illatium incipiet voluptae optatec upicipsam quae cus, in eario officiisti dolorer esequi velitas plab ilitat exerum quianim facesedis apiduntibus dolut qui dolesed itatem quatibus modipsa sitianda doloriant re derspero tem rendiciis illa idunt quia aut aut ea corro coreptam sit ius ipsusam iderchicia voluptate velliquiam liquatur, solore la parum ex etur, od magnihil minimus volorem deliasin etur, omnimod itatem everit arum quia culpa dem quunt esequi coritaqui ommos de laut aborrum fugiatem remquatur sequas invercilia cum quo qui dolupta tiaspe repello reprae pel ipid quid que velia sedi optaturiam ut labore et dolorpo Best Regards,

CALIBRI — 9 pt

Alitinci psuntius elendae licid ea cus sum repe que sincto od quatus, omnimpo rporerf erspellab il mi, aut est Ovid quid magnam sum inci di ullique non expelen diorempossum atem. Neque sus voluptat. Am alibus eum voluptat. Olorerecae. Itendaepudae ipid que volum vHenisimu sdanis si blam re vid elecaboratum dus dolum et ut iusdaep rerunto veria volor sit prem fuga. Nam est qui dolorepe nam consequam, vitem e Imperunt volori in pe Dem cum atureru menitaectent

Afonso Henriques Coordenador | Direcção de marca e comunicação t. +351 21 002 1547 f. +351 21 002 1548

explatiatur am int. Dia non nonse nisin consequi am il eligeniAruntiandicit aliquas asserferibus iunt. Sae. Tecus prae enimos ad qui nimendundus modis aut lautem hic Magnihil iditiae. To que nostrun

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imagery

The EDP brand is nothing if not expressive. We pair messages with visual storytelling and compelling narratives to communicate who we are, what we do and what is important to all of us. Like many of our identity elements, our imagery is closely tied to the larger brand both in its consistency and its ability to be dynamic and variable.

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6. IMAGERY

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EDP BRAND GUIDLINE

6. IMAGERY

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5.1

icons In keeping with EDP’s rich and expansive collection of logomarks, the brand also maintains a growing library of iconographic artwork. These icons may take the form of abstract ideas, objects, products, information and even animals. When used in the appropriate applications, all of them help tell the larger EDP brand story.

EDP BRAND GUIDLINE

6. IMAGERY

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EDP BRAND GUIDLINE

6. IMAGERY

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EDP BRAND GUIDLINE

6. IMAGERY

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EDP BRAND GUIDLINE

6. IMAGERY

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5.2

illustration Though the building blocks of our brand identity are ‘ flat ’ and relatively simple at their core, they can easily be combined into complex images and narratives for myriad creative applications. In all cases, EDP strives to tap an imaginative and aspirational vein within the brand — resulting in whimsical, playful but ultimately informative and convincing messages and communications. Note about Photography : The EDP brand is predominantly a graphic brand. We communicate with the world via a broad stable of visual elements, informational graphics and icon systems — however at times we may be required to utilize photographic assets.

Though it is highly recommended that communications rely almost exclusively on illustrative visual solutions, photography that is used should strive to be minimal, noninvasive and respective of the brand attributes.

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6. IMAGERY

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EDP BRAND GUIDLINE

7. VOICE

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voice

The brand Voice serves to bring the brand Values to life by defining the tone with which our communications should speak. It works seamlessly with our identity as a whole — further expanding upon the visual foundation of our brand with the way in which we are heard and understood by our customers, partners and our own organization. Accompanying each of the following Voice attribute is a brief rationale.

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7. VOICE

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7. VOICE

EDP BRAND GUIDLINE

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7. VOICE

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6.1

clear

conscientious

The EDP brand speaks in plain language and a straightforward manner to transparently communicate the underlying information, processes, products and services that form the foundation of our brand.

Speaks in an affirmative and realistic manner that reiterates EDP’s commitment to and appreciation of environmental consciousness, sustainable business processes and social responsibility.

knowledgeable

open

Speaks with an understanding of the benefits, challenges and ramifications of EDP’s business — at times offering an educational component in order to ensure the audience’s full understanding.

The brand engages in honest dialogue with their customers and partners – both sharing communications with integrity, while also genuinely listening to and being responsive to considerations around customer services, products and processes.

personable The brand speaks in a tone that is sociable, friendly and human, projecting an implicity agreeable, accessible and approachable perspective. It takes an optimistic tone that pays back to the brand’s identity.

pragmatic Speaks with an action-oriented bias, honestly delivering on its promises. Affirming its Brand values while sharing opportunities for savings and best practices for consumers lifestyles and sustainability efforts.

EDP BRAND GUIDLINE

8. ADDITIONAL APPLICATIONS

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EDP BRAND GUIDLINE

additional applications As mentioned in the previous Application section, there exists a multitude of potential objects and materials for application of the EDP brand. Included here are a set of prototype examples. In keeping with our environmentally conscious, sustainable business practice ethos and commitment to social responsibility, EDP strongly recommends using environmentally friendly materials, products and production methods when selecting and creating brand applications such as these.

8. ADDITIONAL APPLICATIONS

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EDP BRAND GUIDLINE

7.1

apparel

8. ADDITIONAL APPLICATIONS

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EDP BRAND GUIDLINE

8. ADDITIONAL APPLICATIONS

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Clothing and accessories lend themselves well to the EDP brand’s playful and fun aesthetic. Though items such as bags and shirts may involve complex patterning or imagery, smaller-scale objects likely need to utilize the simplicity of the ‘ EDP ’ monogram. In cases such as that, production capabilities should determine the type of brand assets that are most applicable.

EDP BRAND GUIDLINE

7.2

objects

8. ADDITIONAL APPLICATIONS

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EDP BRAND GUIDLINE

8. ADDITIONAL APPLICATIONS

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Whether branding water-bottles or creating promotional keychains, the EDP logomark and brand should strive to be articulated in a smart and legible manner. Whether there is a creative way to exploit the dynamic logomarks or the message is simplicity, remember and use the Logomarks, Color, Typography and Imagery in keeping with the guidelines.

EDP BRAND GUIDLINE

7.3

8. ADDITIONAL APPLICATIONS

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environmental

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8. ADDITIONAL APPLICATIONS

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Though billboards, retail advertising and print ads may all function in different media, the EDP brand must maintain consistency across this spectrum of applications. Use these examples as inspiration for what those various executions could become.

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8. ADDITIONAL APPLICATIONS

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EDP BRAND GUIDLINE

8. ADDITIONAL APPLICATIONS

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glossary Included here is an alphabetical glossary of terms with accompanying definitions for reference throughout the brand guidelines.

Lock-up : A ‘ locked ’ pair of graphic elements that may not be separated. The Sub-Brand Logomarks are all logomarks ‘ locked ’ to Sub-Brand sections such as ‘ renewables. ’ Logomark : A pairing of the monogram, Mark(s) and Shadow — with seven (7) primary logomarks and over eighty (80) alternate logomarks. Mark : The red, geometric graphics that make up logomark’s background. Monogram : The letter-based ‘ EDP ’ within the larger logomark. PMS : An international color system that stands for “Pantone Matching System.” For the EDP color palette, it is a way to universally reference our primary palette regardless of how, who and where a brand asset is being produced. Shadow : The circular, light gradient shape beneath the Mark.

For additional questions regarding the use of the EDP Brand Guidelines and /or identity, contact EDP 's Brand and Communication’s Department.

Typeface : For our purposes, ‘ typeface ’ is equivalent to a ‘ font ’ — EDP uses EDP Preon as its primary typeface and Calibri as a digital alternative where restricted by format.