Brand Book 2.0

Page 1

A guide as simple as our brand!

MAR 09


Understanding our brand... in three steps! Index

1

2

3

Our brand

Logo

Photographic style

Positioning statement

Color

Tigo’s graphics

Attributes

Shapes

Co-branding

Personality

Typography

You are invited to flip through these pages anytime you want in order to get a clear idea of our brand strategy, personality and visual guidelines.


Know it. Feel it.

Love it.

Our brand is our treasure; our most valuable asset. It helps us to differentiate from our competitors and to build a strong emotional connection with consumers. So we have to take good care of it. If we follow the principles in this guide every time we work with our brand, Tigo will be clear and consistent, and more easily recognized around the world. For further details you may want to consult Tigo’s Identity and Communication Guidelines. Remember that Tigo is something we are building together so we should be the first ones to understand it and look after our brand.

Let’s get started!


1 We are our brand Our brand is more than a logo: it is everything we are and we do. Our brand is our name, our colors, the way we speak, the services we provide.

“Say my name!” When somebody asks you about our name’s origin, you should know that Tigo comes from the Spanish word "contigo", which means “with you”. Our name also includes the English verb "go", which captures the whole attitude and energy of the brand.

Tigo’s positioning statement summarizes our attributes and aims to become the central idea in our consumer’s mind.

Tigo provides freedom to access today’s world in a simple, easy and lively manner


Attributes

They are Tigo's most important features because they define our essence and differentiate us from our competitors.

simple

lively


we are real & natural

we are agile & proactive

energetic

we are cool in a friendly way

we are close to our customers with us there is no fine print

we are easy to understand

lively

we are straightforward and clear in our statements and in what we do

simple we are not dull, childish, or complicated

we are high-spirited & enthusiastic

we generate desirable and inviting experiences

we are not artificial or unapproachable

we are youthful and spontaneous

we are not fashionable, individualistic or technology-oriented


Personality Our character is what makes us unique since it defines the special way we introduce ourselves to the world. Tigo’s personality is driven by our two key attributes (Simple & Lively), which symbolize our spirit, the spirit of straightforward, cheerful and positive people.

We

...speak to each other and to our consumers in a clear, open and honest manner. ...are close to our customers and always there when we are needed. ....are passionate and enthusiastic about everything we do. ...are reachable, close to people and perceived as local. Just like a friend!


Step

2 What you should know about Tigo before taking this step: • Our positioning statement • Our attributes • Our personality

“How do I look?”

No matter the occasion, the way Tigo looks is vital for building a strong and powerful brand image worldwide. That’s why we must follow some principles each time we work with our brand, to make sure that we keep Tigo’s identity intact and at the same time we make it look better everyday! Keep reading and you will find out how to do it. Go!


Our name. Our signature.

Our logo We have a smiling brand, a brand that shows our closeness and expresses our attributes effectively. Nothing is more inspiring for our brand than people. People represent all Tigo stands for: life, color, joy, energy and expression. So as soon as we started wondering about what our logo should look like, we couldn’t think of anything else: Tigo had to look like a person.

“Don’t you like my smile?”


Pick one!

Tigo’s logo can be used both in its blue version (always over white background) and in its white version (over Tigo blue, yellow, red or green). Our favorite and the one we use more often is white Tigo over blue background but you can also use any other depending on what suits the occasion. In case we need to print in black, both versions (white Tigo over black background and black Tigo over white) are appropriate.

PREFFERRED

That’s not my brand! To guide you on further applications, here are some incorrect usages of our logotype. If you see any of these, shout as loud as you can (and then fix it).

0

1

2

3

4

5

6

7

8

9

White over Tigo Blue background.

Tigo Blue over white background.

White over Tigo Yellow background.

OPTIONAL VERSION

OPTIONAL VERSION

White over Tigo Red background.

White over Tigo Green background.

OPTIONAL VERSION

OPTIONAL VERSION

Black over White background.

White over Black background.

OPTIONAL VERSION

OPTIONAL VERSION

10

11

12

13

0. The logotype has only 6 elements: the four letters of the word “Tigo”, plus the smile and the eyebrow strokes. 1. Framing is not allowed. 2. Don’t change element locations. 3. Don’t remove any brand element. 4. Respect relations among elements. 5. Don’t use tones of Tigo blue on elements of the brand. 6. Always respect typography. 7. Don’t condense, stretch or distort the brand. 8. Don’t add any new element to the brand. 9. Don’t use two or more colors of our palette in the same brand application. 10. Don’t tone images down, as this may diminish brand legibility. 11. On reverse versions, the logo must always be white. 12. Don’t use shades of Tigo blue to highlight a part of the logo. 13. Never apply the brand in outlines. 14. Don’t use any color apart from Tigo blue, white or black.

14


Let it breathe!

Our symbol To keep its visual impact, our brand needs a minimum clear space around itself. The central circle of the letter “o” surrounding the logotype defines this area and prevents visual elements or text from invading brand space. Likewise, the sizes in which we reproduce our brand are very important both to keep its visual impact and to improve brand perception. The minimum size for our brand is the one you’ve probably seen on SIM cards and, of course, there’s no limit for maximum sizes yet.

Sometimes the “go” fragment of our logo can be used as an independent symbol, but only when its application is made in a proper Tigo context. This means that we cannot use it alone if the complete Tigo brand doesn’t appear in the same environment.


Typography For all our consumer communications, Cronos is the only typography we should use. It has been specially selected for our brand because of its kind features and adaptability. We can pick any variable of the Cronos font family to make our work look better, but we must be sure not to use too many at the same time! CRONOS MM LIGHT 255WT 11OP

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Say it with colors! BLUE BLACK GRAY

WHITE

WHITE

(ONLY)

(ONLY)

WHITE BLACK

WHITE (ONLY)

WHITE (ONLY)

(ONLY)

NO OTHER COLOR COMBINATION IS ALLOWED

The way we talk Here is a brief sample of our tone of voice: informal, straightforward and friendly.

CRONOS MM REGULAR

CRONOS MM BOLD 700BD 11OP

CRONOS MM ITALIC 250LT 72OP

CRONOS MM REGULAR

CRONOS MM REGULAR 700BD OP11

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

:hi!

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

me

PLAIN - CLEAR

&SMART you......and us

one

2

3

done!

how are you doing?

let’s go!

fair | straightforward


curved plain

Get in shape!

& rounded

smooth

friendly

Our brand has some basic graphic elements we can use any time we want to complement and cheer up our communications. These shapes may contain text, photographs or just one Tigo color. Try different combinations, play with them, and help us transmit our simple and lively spirit.

rigid

pointed

static

agressive

angular


TIGO BLUE

PANTONE 2726 C: 80 | M: 60 | Y: 00 | K: 00 R: 80 | G: 96 | B: 186

PANTONE 368 C: 65 | M: 00 | Y: 100 | K: 00 R: 65 | G: 200 | B: 00

TIGO’GREEN

PANTONE 123 C: 00 | M: 30 | Y: 90 | K: 00 R: 255 | G: 215 | B: 00

TIGO YELLOW

PANTONE 199 C: 00 | M: 100 | Y: 70 | K: 00 R: 230 | G: 25 | B: 80

TIGO RED

Color is a crucial component of our brand’s visual identity. It is one of the things that make us stand out from our competitors and that’s why it’s so important to learn how to use it. Tigo blue must always be present in all our communications, since it’s our main color. Yellow, red and green are secondary colors, and their function is to always accompany the leader. Keep them together!

Colorful. Simple. Plain.


Bring them out!

BLUE COVER

Let's see examples where we can use the additional colors over blue, like this guideline or the flags on the next page. Note that secondary colors can have a fundamental role if you think about a sequence of pieces or pieces that are mostly blue. In all those cases, and probably in many others you will detect, we can bring out all the colors we have. Get inspired and make our brand come alive!

SECONDARY COLORS INSIDE


Tigo’s graphics Tigo’s complementary graphic is an element that improves our brand image and shows our liveliness, youth and energy to the world. It is built by a sequence of dots that can adopt multiple forms, so we can use it in as many different ways as we want. We can make these graphics interact with our photos or moving images to link characters, to connect different scenes or work as a transition between them, to enhance picture depth or accentuate perspective, etc. Finding new creative ways of using them is up to you! What we must consider when working with these graphics is that they shouldn’t interfere with some key elements of our communication, like texts or people’s faces. And always try to use them with a clear purpose, not just as a decorative element (see wrong usage on picture 2).

1 • ORIGINAL PICTURE

2 • ORIGINAL PICTURE. WRONG USAGE.

3 • ORIGINAL PICTURE. GOOD EXAMPLE.


1 • Third parties communication - Tigo as a sponsor Since these pieces respond to a third party identity, our brand must be applied using a pastille. This pastille, which must only be used for this kind of co-branding situation, ensures good visibility of our brand.

Join me! Co-branding situations

There are two basic co-branding situations: (1) when Tigo is only a sponsor of an action led by another (and we can only put our logo there); and (2) when Tigo is the main advertiser and we can use our design and all our brand elements to produce the communication piece.


2 • Tigo as the main advertiser

2

There are 3 options we can manage when Tigo is the main advertiser of a co-branding situation. In all three cases our brand’s visual identity rules and the way in which we include the allied or third party brand will depend on its strategic importance: (1) we can write down the name of the associated brand (e.g. dealer) in our closure band using Cronos typography; (2) we can apply the allied brand (its logotype, symbol or both) in our closure band; or (3) we can place it out of the closure. If we need to include a photograph (e.g. a mobile phone picture from our allied brand), it could go beyond the closure band. 1 3 ANTELL

Dale

play a tu vida

AGENTE OFICIAL


agile

Step

3

lively

What you should know about Tigo before taking this step: • Our positioning statement • Our attributes • Our personality

• Our logo usage • Our colors & shapes • Our typography

easy

2 1

simple

3

Photography is a key element for our brand communication. We have to know how to create, use and select pictures that people will immediately associate with Tigo.

click!


colorful

fresh

sharp

1

2

3

cheerful

bright

1 • Pictures must be sharp with pure and bright colors. 2 • Pictures must show realistic situations, i.e., real people and real spaces. 3 • We prefer snapshots to artificial/overacted takes. We love to capture unique

4

moments that communicate freshness and naturalness. 4 • Close-ups must be privileged over medium and long shots, in order to get a better approach to what we want to show. 5 • When photographing people, we must capture interaction and complicity (among them, with a device, etc.), not just persons looking at the horizon. 6 • We must show people with a cheerful attitude, smiling or having fun.

5

6


1 • Avoid dark and gloomy pictures. 2 • Do not use filters or anything that changes the natural color of a picture. 3 • Neither over-head shots nor distort lenses should be used, or only in very exceptional cases. 1

2

3

4 • Avoid crowded pictures that prevent us from conveying an idea of close and personal contact.

Let’s take it again!

A few things we must avoid in order to get a true Tigo picture: 5 • Do not use pictures of deserted or empty spaces. We always need 4

5

6

human presence in our pictures. 6 • Do not overuse extreme long shots. 7 • Avoid using black and white pictures (historical or documental images in black and white are allowed as exception). 8 • Avoid pictures with people not looking into the camera. Complicity and a connection with the receiver is a must in our photographs. 9 • Avoid pictures with people showing indifferent attitude or extreme feelings, such as euphoria, sadness, aggressiveness, etc.

7

8

9


close-up

groups

1 • In extreme close-ups we must get expressive and 1

2

recognizable parts of the person or object.

3

2 • Portrait shots can take the whole head with part of the torso, shoulders or neck. 3 • Tigo people (employees) make our brand alive. That’s

People

why they must be always captured in Tigo environments. 4 • Groups must be photographed using the closest shot possible. 5 • Groups must be small and show people in a relaxed and

4

pleasant attitude. Images of crowds can only be used if

5

extremely necessary. 6 • Do not use trimmed images over graphic backgrounds, they are too artificial.

faces

6

relaxed

friendly


So we’re almost there. We hope you got a better understanding of Tigo's world trough this little journey. This may be the end of a brand guide but it’s the beginning of the work we will do together to make Tigo grow stronger, bigger and better than ever.

Let’s make it happen!


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