Brandbook 2015 ENGLISH by São Paulo Turismo

S達o Paulo brandbook

brandbook

Summary Presentation

Secondary Pattern

Brand Pillars

Secondary Graphics 44

Brand Essence

Photographic Style

Strategic View

Typography

Visual Elements

Colors

The Brand

Application Rules

Symbol Positions

S達o Paulo Turismo

Colored Background Version

Government and Entities

Version with Description

Partners

Restricted Use Version

Third Parties

Version with Tagline

Association Rules 64

In Motion Version

Care in the Application

Inappropriate Use

Preferred Pattern

Examples of Application

Electronic Originals

104

Presentation SĂŁo Paulo brand is much more than an advertising campaign. It is an idea that everyone can use to promote the city as a unique destination of places, services, people and ideas. This is a way to improve the cityâ&#x20AC;&#x2122;s visual identity, add trustworthiness and credibility to our messages. All types of brand communications will have a better performance and a consistent application if they follow the principles of this book. This guidebook was made to inspire and assist all those who in any way help to build SĂŁo Paulo brand. The principles presented here must be strictly followed in order to reinforce the brand communication.

brand pillars

What are we tryi

ing to communicate?

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We look for the unexpected Nowadays, it is increasingly difficult to stand out, cause emotion or provide unforgettable experiences. We seek to know the origin of the things and increase our background. More than causing surprise, things need to be magical and dazzling. In a society marked by the culture of copy, where everyone does more of the same, to astonish gets harder and harder. SĂŁo Paulo is unexpected and everything that is unexpected draws our attention. Surprises break the routine and cause impact. The unexpected is a part of the metropolisâ&#x20AC;&#x2122; daily life.

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We respect the differences To be a paulistano, all you have to do is live in SĂŁo Paulo. The city values the differences, shows contrasts and respects cultures. The several groups that inhabit the city live and share the same environment, showing that SĂŁo Paulo is a great example of life in society. Brands are appreciated when they respect the differences, adapt to the communities and value diversity. The brand must create loyalty, stimulate pride and promote ethics and transparency within communities.

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We live in the present Society keeps searching for pleasure and fun. In São Paulo, everyone wants more and expect the best. People don´t want to miss a thing and everything has to be enjoyed to the fullest. The city lives in the present, changes and reinvents itself all the time. In São Paulo there is an infinite range of things to satisfy people: the best restaurants, outstanding shows, excellent business opportunities and greater chances of professional success.

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We are communities While S達o Paulo grows, people move apart and lose human touch. We are attracted by everything that is different or particular. We try to bring back some of the lost familiarity, creating an atmosphere of village in our cities. Brands must stimulate trust and integration between individuals that do not know each other and also find means to bring people closer. Consumers with common interests connect to others and build small groups, with their peculiarities and differences. A brand must consider these small groups, identifying what unites them and makes them special. cre

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experience it all!

brand essence

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strategic view brand values: contrasting, cultural, social, unexpected, unforgettable, pleasurable, varied, new, extreme, surprising, living, modern.

Tourism Marketing

Everything happens in S達o Paulo

experience it all!

Business

Licensed Products

Brand Proposal and Tagline

Brand Potential

S達o Paulo brand visual identity reflects the entire communication strategy of the city in the Tourism industry. The focus is in the variety and quantity of unique and surprising experiences that happen in S達o Paulo. The tagline that translates this concept is called "experience it all".

In general lines, S達o Paulo brand will be used to promote tourism in the city. Besides, the brand can also promote investments and businesses, in addition to the sale of licensed products. Companies can use the brand in order to promote the advantages and interests connected to the brand and its positioning.

Subjective Content and Message E.g: tone of voice, campaigns conceptualization

Try to live where everything happens

Creates brand values

Brand Appreciation: TV, press, internet, exhibitions, broadcast, events, advertising.

Objective Visual identity E.g: brand, typography, colors, photography

Brand Expression

Brand Appreciation

The brand must be expressed in all of its aspects: both in the subjective language and in the objective. In the subjective language, we communicate through the tone of voice, the campaigns conceptualization, the message content. In the objective language, we communicate the visual

The form of expression of São Paulo brand contributes to the recognition of its concepts and generates a desire for the experiences that are communicated by the brand and its partners. The visual strategy of the identity was designed to create a connection between desire and fulfillment. Thus, an environment

identity, the principles of application, colors, photographic style, among others.

favorable to communicate the emotional essence of what people would like to try in the place where “everything happens” is created.

visual elements

logo

colors

photography

secondary graph

SĂŁo Paulo brand visual identity is based on six visual elements: logo, colors, typography, secondary graphics, photography and pattern. Such visual elements have been designed to be combined in different creative way.

This guidebook presents the specifications for these six main elements and includes examples of applications to show the â&#x20AC;&#x153;best practicesâ&#x20AC;? and how they can be combined in different circumstances.

foto: Caio Pimenta

Certain applications can use only one of the visual elements, and others can use all six.

colors

pattern

secondary graphics

typography

marketing typeface

preferred logo The logo is the main element of São Paulo’s visual identity. It contains the graphic translation of the proposal and of São Paulo’s role as a city where you can have unique experiences. The position of the elements can be changed, but it is crucial that the rules of this guidebook are observed in order to preserve the integrity and the legibility of the brand in any situation.

Positive preferred version

Negative preferred version

symbol positions The symbol can be applied in different positions, following the rules described in this guidebook. Frequently changing it helps to represent the idea that S達o Paulo is a city that is always moving and surprising. For such, always use the predetermined symbol positions from electronic originals.

colored background version Care must be taken in the application of the brand over a large range of backgrounds. The colors must always contrast with the background. For such, always use the color combinations from electronic originals.

Preferred negative version

Preferred version on a red background

Preferred version on a green background

Preferred version on a yellow background

version with description In addition to the preferred version, the SĂŁo Paulo logo also has two other versions for application with the descriptions "cidade de", "city of" and "ciudad de" as represented on the next page. These versions must be used only in specific cases, when there is a need to communicate the cityâ&#x20AC;&#x2122;s description.

Portuguese description version

Negative portuguese description version

English description version

Negative english description version

Spanish description version

Negative spanish description version

Restricted use version The restricted use versions are used only in exceptional cases (due to technical limitations, for example), always strictly examined and subject to approval of the brand management team.

Positive monochromatic version

Negative bichromatic version MASP Red C0 M100 Y80 K0

Negative monochromatic version

Positive bichromatic version MASP Red C0 M100 Y80 K0

version with tagline Using the logo and the tagline together is an option: â&#x20AC;&#x153;viva tudo issoâ&#x20AC;? in Portuguese, "viva todo esto" in Spanish and "experience it all!" in English. The rules for this type of application are defined on the next page.

viva tudo isso

viva todo esto

experience it all!

Version with tagline The tagline must be aligned with the words “São Paulo”, at a minimum distance corresponding to the half of the height of module “P”, which refers to letter “P” of the word “Paulo". The typography must be aligned to the right of letter "L" of the word "Paulo". The typography used in the tagline must always be "Museo Sans 900".

in motion The logo has two digital versions. One version that is in loop and constant movement, which must be applied in the internet and videos. And another version to be used as a signature in advertising films and spots.

0.1s

0.2s

0.3s

0.4s

0.5s

0.6s

0.7s

0.8s

care in the application To ensure the visual impact and legibility of the logo, the specifications regarding the area of non-interference and minimum dimension presented in this guidebook must be respected.

Area of non-interference The area of non interference must be equivalent to, at least, the height of letter â&#x20AC;&#x153;Pâ&#x20AC;? in relation to the limits of the graphic field outlined above by the internal dotted line.

Minimum reduction The minimum reduction is intended to preserve the legibility of SĂŁo Paulo brand. For such, the established dimensions must be respected. The measure indicated above determines the minimum size for application in general graphic pieces.

10mm

inappropriate use The following examples illustrate situations of inappropriate use of SĂŁo Paulo brandâ&#x20AC;&#x2122;s elements. It is crucial that these instructions are observed to ensure the visual impact and the legibility of SĂŁo Paulo logo.

Do not change colors

Do not change typography proportions

Do not change the symbol position

Do not apply shadows and effects

Do not apply as watermark

Do not rotate

Do not make any distortions

Do not apply on a background without contrast

Do not change forms and perspective

Do not use borders 39

preferred pattern The pattern is one of the visual elements that integrate S達o Paulo brand and can be used in the creation of institutional and promotional materials.

Example of application

Image for illustrative purposes only

secondary pattern The patterns can also be applied in monochromatic versions, as presented on the next page. For such, always use the pattern standards from electronic originals.

secondary graphics The secondary graphics are visual elements that integrate S達o Paulo brand. They can be used to create institutional and promotional materials. The secondary graphics are flexible and can be changed, as long as the perspectives remain unaffected. All forms must converge to a single point, as illustrated on the next page.

photographic style São Paulo brand concept, “experience it all”, is an invitation to see the city of São Paulo from a new perspective. Photography is the most powerful way to show it. The purpose of São Paulo brand is to use photography as a way to abandon clichés and show what is behind São Paulo. The pictures must follow the brand chromatic pattern and always be presented in perspectives that show unusual angles. Certain techniques such as overlays, overexposure, lomography and lightpainting are welcome.

Daniela Guimar達es Goulart

kazi

expression contrast diversity speed expansion

kazi

Edu Ikeda

perspective

photographic style In specific cases, ordinary photos may also be adapted to the photographic style, as long as they comply with the standards listed before. Transparency effects of Adobe®Photoshop®, such as overlay and hard light, can be used together with the table colors – and if used well – provide relevant results, as exemplified on the next page.

original photograph

adapted photograph

color

Colored upper layer with “overlay”

Photographic lower layer

Colored upper layer with “hard light”

Photographic lower layer

Colored upper layer with “overlay”

Photographic lower layer

Photographic upper layer with “hard light”

Colored lower layer “without

typography Tipography is a highly important component of S達o Paulo brand. The messages are communicated through typography. The typographic support family is Museo Sans, which is easy to read and has several styles and weights. It must be used in titles, texts, highlighted information in promotional materials, brochures, letters, institutional materials, digital media, among others. In specific cases, for presentations, e-mails and digital materials, the use of Arial is allowed.

communicate using all styles!

explore sizes

be straightforward! Museo Sans 100

Museo Sans 700

Museo Sans 500

Museo Sans 900

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuwxyz 1234567890 !@#$%^&*()

colors Percentages indicated in CMYK are valid for offset quadrichromic printing in Europa scale. For application in electronic media, use RGB and Hexadecimal references. For all other types of application, use Pantone速 scale in Coated reference to obtain colors by visual approximation.

MASP Red

Liberdade Yellow

Ibirapuera Green

Paulista Blue

TietĂŞ Blue

Pantone 186C C0 M100 Y80 K0 R234 G27 B54 Hex #ea1b36

Pantone 123C C0 M20 Y100 K0 R255 G200 B8 Hex #ffc808

Pantone 375C C40 M0 Y100 K0 R166 G206 B57 Hex #a6ce39

Pantone 2925C C80 M35 Y0 K0 R0 G136 B207 Hex #0088cf

Pantone 654C C100 M80 Y30 K20 R0 G62 B108 Hex #003e6c

convergence scenarios

application rules of São Paulo brand São Paulo brand represents and promotes the city of São Paulo in the country and abroad, together with other brands, which are São Paulo Turismo, Government, governmental entities, partners and third parties. Foreseeing the use of brands combined, certain rules were defined for the correct application of São Paulo brand, so that each one can have its own image and identity preserved, aligned in a harmonious, convergent and unique scenario that promotes their segment interests.

Before applying São Paulo brand, it is necessary to request authorization by sending an e-mail to marcasp@spturis.com

1 S達o Paulo Turismo 2 Government and Entities 3 Partners 4 Third parties

convergence scenarios

1 S達o Paulo Turismo In Brazil and Abroad S達o Paulo brand must be highlighted in the foreground. Other brands will be placed in the background, in equal weights.

Image for illustrative purposes only

Example of application by S達o Paulo Turismo

convergence scenarios

2 Government and Entities Abroad São Paulo brand must be highlighted in the foreground. Partner or associate brands will be placed in the background, in smaller weights.

In Brazil, defending São Paulo´s interests São Paulo brand must be highlighted in the foreground. Partner or associate brands will be placed in the background, in smaller weights.

In Brazil, defending individual interests Partner or associate brands must be highlighted in the foreground. São Paulo brand will be placed in the background, in smaller weight. Other related brands will also be placed in the background, in equal weights.

Example of application abroad by Government and entities.

Image for illustrative purposes only

convergence scenarios

3 Partners Abroad São Paulo brand must be highlighted in the foreground. Government brands will be placed in the background, in smaller weights.

In Brazil, defending São Paulo´s interests São Paulo brand must be highlighted in the foreground. Government brands will be placed in the background, in smaller weights.

In Brazil, defending individual interests Government brand must be highlighted in the foreground. São Paulo brand will be placed in the background, in smaller weight. Other related brands will also be placed in the background, in equal weights.

Example of application by partners defending individual interests.

Image for illustrative purposes only

convergence scenarios

4 Third Parties Users that are not specified in this guidebook, which have been previously authorized to apply S達o Paulo brand. Everyone interested in using S達o Paulo brand must request authorization from S達o Paulo Turismo through the e-mail: marcasp@spturis.com

Image for illustrative purposes only

Example of application by third parties.

association rules There will be moments in which S達o Paulo brand will have to be placed with other logos, whether they are from government entities, events or partners for the promotion and development of tourism in the city. Therefore, 3 rules have been defined for its application in printed, advertising, publications and sponsorship materials signature.

Before applying S達o Paulo brand, it is necessary to request authorization by sending an e-mail to marcasp@spturis.com

Association with governmental brands The signature must be positioned from left to right, in the following order: S達o Paulo logo, City, State and Federal Government.

LOCAL GOVERNMENT LOGO

STATE GOVERNMENT LOGO

FEDERAL GOVERNMENT LOGO

In all cases, a line must separate the tourism brand from the governmental brands, as illustrated.

association rules

Association with events and governmental brands The signature must be positioned from left to right, in the following order: S達o Paulo logo, Event logo / partners, City, State and Federal Government.

EVENTS AND/OR PARTNERS LOGO

! 66

In all cases, a line must separate the tourism brand from the governmental brands, as illustrated.

LOCAL GOVERNMENT LOGO

STATE GOVERNMENT LOGO

FEDERAL GOVERNMENT LOGO

Association with São Paulo Turismo logo

São Paulo brand must be applied together with São Paulo Turismo brand and/or the brand of the City Hall, in the following situations: trainings, event support, backdrops, e-mail marketing, printing materials and others exclusively aimed at Brazilian tourism professionals (B2B).

São Paulo Brand must not be applied together with São Paulo Turismo Brand in materials that are focused on international audience and/or intended for the tourist or inhabitant in souvenirs, guides, maps, decoration, printing materials, communication materials in general developed for the final consumer (B2C). In such case, other brands can sign the material, provided that they appear with an importance and relevance inferior to those of São Paulo brand. Example 1: Carnival, New Year’s Eve, Christmas, are events focused on tourists and/or city inhabitants. Therefore, São Paulo brand must be in the foreground in such materials. Example 2: Meetings and training for tourism professionals admit the presence of São Paulo Turismo brand. Example 3: Any kind of international event or fair must have São Paulo brand in the foreground. Example 4: Any kind of website and/or email marketing aimed at the tourist must have São Paulo brand in the foreground.

association rules

Association with other brands The signature must be positioned from right to left, in the following order: S達o Paulo Brand, Other Brands.

A LOGO

Maximum height 3P

B LOGO

Maximum height 3P

The maximum height of the other brands is "3P", where module "P" refers to the height of letter P on the name S達o Paulo

C LOGO

Maximum height 3P

Association with events brand The signature must be positioned from right to left, in the following order: Event Brand, S達o Paulo Brand.

RENCIAL O CLARO

MARCA GOVERNO MUNICIPAL

MARCA GOVERNO ESTADUAL

MARCA GOVERNO FEDERAL

The maximum height of the event brand must be equal to the height of S達o Paulo brand.

MARCA A

MARCA B

MARCA C

association rules

Layout samples The following layouts are proposed and recommended according to the guidelines set forth by SPTuris for the creation of marketing/advertising support material using S達o Paulo brand. To make the approval process easier, the developed material must comply with the guidelines contained in this manual and must be sent for approval to e-mail marcasp@spturis.com before publication or distribution. We wish you success in your sales! S達o Paulo Brand Team

! 70

S達o Paulo destination must always be applied in equal or larger proportion in relation to other destinations. Its presentation must never be smaller.

1 single destination printing material – single page

Come to São Paulo and experience it all!

Three-line title

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis at nisl ante. Cras mollis mi eget sem consectetur ut auctor eros facilisis. Donec malesuada semper ornare. Pellentesque lacinia dolor vel augue ullamcorper non sollicitudin justo rutrum. Vestibulum semper felis condimentum lorem scelerisque nec molestie urna tempor. Sed id est erat. Cras quis est velit.

São Paulo

LOGO

association rules

2 single destination printing material/ad – double page

São Paulo

LOGO

ÂŠ SĂŁo Paulo Turismo

Experience a city that reinvents itself at every instant

outros destinos

outros destinos Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis at nisl ante. Cras mollis mi eget sem consectetur ut auctor eros facilisis. Donec malesuada semper ornare. Pellentesque lacinia dolor vel augue ullamcorper non sollicitudin justo rutrum. Vestibulum semper felis condimentum lorem scelerisque nec molestie urna tempor. Sed id est erat. Cras quis est velit.

LOGO

association rules

3 multiple destinations printing material/ad

other destinations © São Paulo Turismo

other destinations

São Paulo

other destinations

São Paulo São Paulo other destinations

LOGO

Lore nisl faci dolo Ves mol

other ÂŠ SĂŁo Paulo Turismo

destinations Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis at nisl ante. Cras mollis mi eget sem consectetur ut auctor eros facilisis. Donec malesuada semper ornare. Pellentesque lacinia dolor vel augue ullamcorper non sollicitudin justo rutrum. Vestibulum semper felis condimentum lorem scelerisque nec molestie urna tempor. Sed id est erat. Cras quis est velit.Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis at nisl ante. Cras mollis mi eget sem consectetur ut auctor eros facilisis. Donec malesuada semper ornare. Pellentesque lacinia dolor vel augue ullamcorper non sollicitudin justo rutrum. Vestibulum semper felis condimentum lorem scelerisque nec molestie urna tempor. Sed id est erat. Cras quis est velit.Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis at nisl ante. Cras mollis mi eget sem consectetur ut auctor eros facilisis. Donec malesuada semper ornare. Pellentesque lacinia dolor vel augue ullamcorper non sollicitudin justo rutrum. Vestibulum semper felis condimentum lorem scelerisque nec molestie urna tempor. Sed id est erat. Cras quis est velit.

other destinations

LOGO

association rules

4 multiple destinations printing material/ad

LOGO

Two-line title

LOGO

Super carnival offers Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis at nisl ante. Cras mollis mi eget sem consectetur ut auctor eros facilisis. Donec malesuada semper ornare. Pellentesque lacinia dolor vel augue ullamcorper non sollicitudin justo rutrum. Vestibulum semper felis

Other destinations

São Paulo Other destinations

outros destinos

São Paulo

Other destinations

Other

destinations

Examples of Titles "Experience a city where the unexpected is a part of the daily life". "Experience a city that comes from all cultures". "Experience a city that reinvents itself at every moment". "Experience a city where innovation defines every event. "Come to SĂŁo Paulo and experience it.â&#x20AC;?

STAGES FOR THE APPROVAL OF MARKETING MATERIALS The application of São Paulo brand must

5. The printing may be started immediately

be formally approved. Thus, prior to any

after receiving written approval from São

release (printing, broadcasting and/or

Paulo Turismo S/A.

distribution) it is crucial to send the material

6. Permissions are valid for one (1)

to São Paulo Turismo´s brand team, that

year and/or while the referred event

will promptly analyze it and reply. The

is being held. Ads and brochures may

requester will be in charge of all costs

be distributed as many times as it is

envolving production and advertising of its

necessary, as long as they have not been

own promotional material.

modified.

HOW TO DO IT

IT IS ALLOWED

1. Send the request and the layout of all

• To use São Paulo brand in advertising

materials in which you wish to include

materials and/or services provided by your

São Paulo brand for our analysis by e-mail:

company, as long as they are sent for São

marcasp@spturis.com

Paulo Turismo´s prior approval by.

2. Advertising materials CANNOT be used

• To use São Paulo brand in your brochures,

unless written approval from São Paulo

internet and/or any other communication

Turismo S/A is obtained.

materials your company uses, as long as

3. All requests will be answered by e-mail.

they are sent for São Paulo Turismo´s prior

4. Any disapproved materials must be

approval.

adjusted and sent again for final written approval, prior to the publication or distribution.

IT IS NOT ALLOWED

• To link São Paulo brand to the image

• To advertise or connect São Paulo brand

of third parties that do not have any

with tobacco, sexual exploitation and

promotional bond with the city of São Paulo.

alcoholic beverages.

• To link São Paulo brand close to

• To use São Paulo brand in commercial

the application of brands from other

actions. We will only analyze the application

destinations that offer products or services

of the brand in ads of tour packages for the

that compete with the city of São Paulo.

city of São Paulo, city tours and means of accommodation upon the submission of

IMPORTANT

the material to be produced.

All of the above-mentioned rules

• To transfer the brand authorization of use

apply to pages on the Internet or any other

to third parties.

electronic media.

• To apply São Paulo brand together with other companies and/or services that have not requested authorization.

Produced and reviewed on December, 2011. These rules are to inform you in advance of certain matters that São Paulo Turismo S/A takes into account while examining the material intended for the promotion, marketing and advertising. These rules are subject to change by São Paulo Turismo S/A, at its discretion. Every material, for any purpose, must be submitted for approval in writing by São Paulo Turismo S/A before being used. Such approval may be denied by São Paulo Turismo S/A, at its discretion, even if the materials submitted for approval are according to the rules set forth. Mentions of establishments herein are merely illustrative. São Paulo Turismo S/A has edited the manual with the purpose of promoting the city of São Paulo in an independent manner and without any link too the establishments referred to herein.

examples of application

practice what you have learned! São Paulo is an extraordinary destination, where you can find whatever you need in a surprising way! It is necessary to make sure that people understand the advantages of the city in all means of communication. These examples of application present a general parameter of the many communication platforms that can be used to promote São Paulo brand. The visual identity system has been developed to present the “experience it all” concept in its best way.

Image for illustrative purposes only

Images for illustrative purposes only

Image for illustrative purposes only

Images for illustrative purposes only

Image for illustrative purposes only

Images for illustrative purposes only

100

Image for illustrative purposes only

101

102

Images for illustrative purposes only

103

electronic originals

.ai .tiff .png .jpg To make the process of distribution and application of the brand easier, a complete library of files is available. The file naming system will help locating correct files, appropriate for each situation. Each file has a unique code, which consists of the identification of the S達o Paulo brand, version, variation, appearance, colors and file format. It is worth remembering that before using or distributing the S達o Paulo brand it is necessary to obtain authorization from S達o Paulo Turismo by means of the contacts listed at the end of this guidebook.

version code

Appearance: positive (POS) negative (NEG) Red Background (RED) Green Background (VER) Yellow Background (AMA)

File Format .ai (vetorial) .tiff (High Resolutiono) .jpg (Low Resolution) .png (Low Resolution with transparent background)

SP01_A_POS_CMYK.AI S達o Paulo brand identifier

104

symbol variation A, B, C ou D

color type CMYK RGB 1 COLOR

SP01 - Preferred Logo ai, tiff, png e jpg

SP01_A_POS_CMYK SP01_A_POS_RGB

SP01_A_NEG_CMYK SP01_A_NEG_RGB

SP01_A_RED_CMYK SP01_A_RED_RGB

SP01_A_AMA_CMYK SP01_A_AMA_RGB

SP01_A_VER_CMYK SP01_A_VER_RGB

SP01_B_POS_CMYK SP01_B_POS_RGB

SP01_B_NEG_CMYK SP01_B_NEG_RGB

SP01_B_RED_CMYK SP01_B_RED_RGB

SP01_B_AMA_CMYK SP01_B_AMA_RGB

SP01_B_VER_CMYK SP01_B_VER_RGB

SP01_C_POS_CMYK SP01_C_POS_RGB

SP01_C_NEG_CMYK SP01_C_NEG_RGB

SP01_C_RED_CMYK SP01_C_RED_RGB

SP01_C_AMA_CMYK SP01_C_AMA_RGB

SP01_C_VER_CMYK SP01_C_VER_RGB

SP01_D_POS_CMYK SP01_D_POS_RGB

SP01_D_NEG_CMYK SP01_D_NEG_RGB

SP01_D_RED_CMYK SP01_D_RED_RGB

SP01_D_AMA_CMYK SP01_D_AMA_RGB

SP01_D_VER_CMYK SP01_D_VER_RGB

SP01_D_POS_1 COR

SP01_D_NEG_1 COR

105

SP02 - Portuguese Logo Description ai, tiff, png e jpg

SP02_A_POS_CMYK SP02_A_POS_RGB

SP02_A_NEG_CMYK SP02_A_NEG_RGB

SP02_A_RED_CMYK SP02_A_RED_RGB

SP02_A_AMA_CMYK SP02_A_AMA_RGB

SP02_A_VER_CMYK SP02_A_VER_RGB

SP02_B_POS_CMYK SP02_B_POS_RGB

SP02_B_NEG_CMYK SP02_B_NEG_RGB

SP02_B_RED_CMYK SP02_B_RED_RGB

SP02_B_AMA_CMYK SP02_B_AMA_RGB

SP02_B_VER_CMYK SP02_B_VER_RGB

SP02_C_POS_CMYK SP02_C_POS_RGB

SP02_C_NEG_CMYK SP02_C_NEG_RGB

SP02_C_RED_CMYK SP02_C_RED_RGB

SP02_C_AMA_CMYK SP02_C_AMA_RGB

SP02_C_VER_CMYK SP02_C_VER_RGB

SP02_D_POS_CMYK SP02_D_POS_RGB

SP02_D_NEG_CMYK SP02_D_NEG_RGB

SP02_D_RED_CMYK SP02_D_RED_RGB

SP02_D_AMA_CMYK SP02_D_AMA_RGB

SP02_D_VER_CMYK SP02_D_VER_RGB

SP02_D_POS_1 COR

SP02_D_NEG_1 COR

106

SP03 - English Logo Description ai, tiff, png e jpg

SP03_A_POS_CMYK SP03_A_POS_RGB

SP03_A_NEG_CMYK SP03_A_NEG_RGB

SP03_A_RED_CMYK SP03_A_RED_RGB

SP03_A_AMA_CMYK SP03_A_AMA_RGB

SP03_A_VER_CMYK SP03_A_VER_RGB

SP03_B_POS_CMYK SP03_B_POS_RGB

SP03_B_NEG_CMYK SP03_B_NEG_RGB

SP03_B_RED_CMYK SP03_B_RED_RGB

SP03_B_AMA_CMYK SP03_B_AMA_RGB

SP03_B_VER_CMYK SP03_B_VER_RGB

SP03_C_POS_CMYK SP03_C_POS_RGB

SP03_C_NEG_CMYK SP03_C_NEG_RGB

SP03_C_RED_CMYK SP03_C_RED_RGB

SP03_C_AMA_CMYK SP03_C_AMA_RGB

SP03_C_VER_CMYK SP03_C_VER_RGB

SP03_D_POS_CMYK SP03_D_POS_RGB

SP03_D_NEG_CMYK SP03_D_NEG_RGB

SP03_D_RED_CMYK SP03_D_RED_RGB

SP03_D_AMA_CMYK SP03_D_AMA_RGB

SP03_D_VER_CMYK SP03_D_VER_RGB

SP03_D_POS_1 COR

SP03_D_NEG_1 COR

107

SP04 - Spanish Logo Description ai, tiff, png e jpg

SP04_A_POS_CMYK SP04_A_POS_RGB

SP04_A_NEG_CMYK SP04_A_NEG_RGB

SP04_A_RED_CMYK SP04_A_RED_RGB

SP04_A_AMA_CMYK SP04_A_AMA_RGB

SP04_A_VER_CMYK SP04_A_VER_RGB

SP04_B_POS_CMYK SP04_B_POS_RGB

SP04_B_NEG_CMYK SP04_B_NEG_RGB

SP04_B_RED_CMYK SP04_B_RED_RGB

SP04_B_AMA_CMYK SP04_B_AMA_RGB

SP04_B_VER_CMYK SP04_B_VER_RGB

SP04_C_POS_CMYK SP04_C_POS_RGB

SP04_C_NEG_CMYK SP04_C_NEG_RGB

SP04_C_RED_CMYK SP04_C_RED_RGB

SP04_C_AMA_CMYK SP04_C_AMA_RGB

SP04_C_VER_CMYK SP04_C_VER_RGB

SP04_D_POS_CMYK SP04_D_POS_RGB

SP04_D_NEG_CMYK SP04_D_NEG_RGB

SP04_D_RED_CMYK SP04_D_RED_RGB

SP04_D_AMA_CMYK SP04_D_AMA_RGB

SP04_D_VER_CMYK SP04_D_VER_RGB

SP04_D_POS_1 COR

SP04_D_NEG_1 COR

108

SP05 - Portuguese Brand Tagline ai, tiff, png e jpg

SP05_A_POS_CMYK SP05_A_POS_RGB

SP05_A_NEG_CMYK SP05_A_NEG_RGB

SP05_A_RED_CMYK SP05_A_RED_RGB

SP05_A_AMA_CMYK SP05_A_AMA_RGB

SP05_A_VER_CMYK SP05_A_VER_RGB

SP05_B_POS_CMYK SP05_B_POS_RGB

SP05_B_NEG_CMYK SP05_B_NEG_RGB

SP05_B_RED_CMYK SP05_B_RED_RGB

SP05_B_AMA_CMYK SP05_B_AMA_RGB

SP05_B_VER_CMYK SP05_B_VER_RGB

SP05_C_POS_CMYK SP05_C_POS_RGB

SP05_C_NEG_CMYK SP05_C_NEG_RGB

SP05_C_RED_CMYK SP05_C_RED_RGB

SP05_C_AMA_CMYK SP05_C_AMA_RGB

SP05_C_VER_CMYK SP05_C_VER_RGB

SP05_D_POS_CMYK SP05_D_POS_RGB

SP05_D_NEG_CMYK SP05_D_NEG_RGB

SP05_D_RED_CMYK SP05_D_RED_RGB

SP05_D_AMA_CMYK SP05_D_AMA_RGB

SP05_D_VER_CMYK SP05_D_VER_RGB

SP05_D_POS_1 COR

SP05_D_NEG_1 COR

109

SP06 - English Logo Tagline ai, tiff, png e jpg

experience it all!

SP06_A_POS_CMYK SP06_A_POS_RGB

experience it all!

SP06_A_NEG_CMYK SP06_A_NEG_RGB

experience it all!

SP06_B_POS_CMYK SP06_B_POS_RGB

experience it all!

SP06_D_POS_CMYK SP06_D_POS_RGB

SP06_D_NEG_CMYK SP06_D_NEG_RGB

110

experience it all!

SP06_D_NEG_1 COR

experience it all!

SP06_B_VER_CMYK SP06_B_VER_RGB

experience it all!

SP06_C_AMA_CMYK SP06_C_AMA_RGB

experience it all!

SP06_D_RED_CMYK SP06_D_RED_RGB

SP06_A_VER_CMYK SP06_A_VER_RGB

SP06_B_AMA_CMYK SP06_B_AMA_RGB

SP06_C_RED_CMYK SP06_C_RED_RGB

experience it all!

SP06_A_AMA_CMYK SP06_A_AMA_RGB

SP06_B_RED_CMYK SP06_B_RED_RGB

SP06_C_NEG_CMYK SP06_C_NEG_RGB

experience it all!

SP06_D_POS_1 COR

SP06_A_RED_CMYK SP06_A_RED_RGB

SP06_B_NEG_CMYK SP06_B_NEG_RGB

SP06_C_POS_CMYK SP06_C_POS_RGB

experience it all!

SP06_C_VER_CMYK SP06_C_VER_RGB

experience it all!

SP06_D_AMA_CMYK SP06_D_AMA_RGB

experience it all!

SP06_D_VER_CMYK SP06_D_VER_RGB

SP07 -Spanish Logo Tagline ai, tiff, png e jpg

SP07_A_POS_CMYK SP07_A_POS_RGB

SP07_A_NEG_CMYK SP07_A_NEG_RGB

SP07_A_RED_CMYK SP07_A_RED_RGB

SP07_A_AMA_CMYK SP07_A_AMA_RGB

SP07_A_VER_CMYK SP07_A_VER_RGB

SP07_B_POS_CMYK SP07_B_POS_RGB

SP07_B_NEG_CMYK SP07_B_NEG_RGB

SP07_B_RED_CMYK SP07_B_RED_RGB

SP07_B_AMA_CMYK SP07_B_AMA_RGB

SP07_B_VER_CMYK SP07_B_VER_RGB

SP07_C_POS_CMYK SP07_C_POS_RGB

SP07_C_NEG_CMYK SP07_C_NEG_RGB

SP07_C_RED_CMYK SP07_C_RED_RGB

SP07_C_AMA_CMYK SP07_C_AMA_RGB

SP07_C_VER_CMYK SP07_C_VER_RGB

SP07_D_POS_CMYK SP07_D_POS_RGB

SP07_D_NEG_CMYK SP07_D_NEG_RGB

SP07_D_RED_CMYK SP07_D_RED_RGB

SP07_D_AMA_CMYK SP07_D_AMA_RGB

SP07_D_VER_CMYK SP07_D_VER_RGB

SP07_D_POS_1 COR

SP07_D_NEG_1 COR

111

secondary graphics - ai, tiff e jpg

SP_SUBGRAFICO_AZUL_CMYK SP_SUBGRAFICO_AZUL_RGB

SP_SUBGRAFICO_VERMELHO_CMYK SP_SUBGRAFICO_VERMELHO_RGB

SP_SUBGRAFICO_VERDE_CMYK SP_SUBGRAFICO_VERDE_RGB

SP_SUBGRAFICO_AMARELO_CMYK SP_SUBGRAFICO_AMARELO_RGB

brand animated video - mov, mp4 e swf

SP_MARCALOOP_POS

112

SP_MARCALOOP_NEG

SP_SUBGRAFICO_BRANCO_CMYK SP_SUBGRAFICO_BRANCO_RGB

patterns - ai, tiff e jpg

SP_PATTERN_AZUL_CMYK SP_PATTERN_AZUL_RGB

SP_PATTERN_VERMELHO_CMYK SP_PATTERN_VERMELHO_RGB

SP_PATTERN_VERDE_CMYK SP_PATTERN_VERDE_RGB

SP_PATTERN_AMARELO_CMYK SP_PATTERN_AMARELO_RGB

SP_PATTERN_CORES_CMYK SP_PATTERN_CORES_RGB

brand insertion video - mov, mp4 e swf

SP_MARCAVINHETA_POS

SP_MARCAVINHETA_NEG

113

v1.4 Digital English - Dezembro 2011

a romulocastilho.com project

in partnership with SPTuris

São Paulo Turismo S/A – Official Tourism and Events Company of the City of São Paulo Av. Olavo Fontoura, 1209 – Portão 35 – Parque Anhembi – Santana - São Paulo/.SP 02012-021 - Tel.: (11) 2226-0626 – marcasp@spturis.com Images used in this guidebook have illustration purposes only and belong to third parties, who hold the copyrights to the respective works. It is therefore forbidden to partially or totally reproduce these images without prior and express authorization from the Tourism and Entertainment Department of São Paulo Turismo.

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