Brand Guidelines Version 1.1 IR EVENTS - retailexasean.com · Amplience Ltd Stand 7 Lengow Stand 8...
Transcript of Brand Guidelines Version 1.1 IR EVENTS - retailexasean.com · Amplience Ltd Stand 7 Lengow Stand 8...
Brand Guidelines Version 1.1
IR EVENTS
Created October 2016
BRAND GUIDELINES - IR EVENTS
© Amigo. August 20162
CONTENTS
INTRODUCTION
IR EVENTS ARCHITECTURE
LOGO TYPES
COLOURS
TYPOGRAPHY
IMAGERY SELECTION
SYMBOLISM
MARKETING EXAMPLES
THEME AND BRAND
EVENT
LOGO TYPE TYPOGRAPHY
APPLICATION
BRANDED WEB AND PRINT MARKETING
SYMBOLISMIMAGERYCOLOURS
BRAND STRATEGY FOR IR EVENTS AND SUB-EVENTS03
04
05
07
08
09
11
12
BRAND GUIDELINES - IR EVENTS
© Amigo. August 20163
INTRODUCTION
PURPOSE OF THIS DOCUMENT
This document highlights the overall
branding elements under the IR Events
umbrella.
It demonstrates how to use the
established logos, colours and
typography.
There is also guidance on how to use the
symbols, imagery and themes.
EACH EVENT WILL HAVE ITS OWN
DETAILED BRAND GUIDELINES
SEPARATE TO THIS DOCUMENT.
THESE WILL COVER:
• A brief explanation of the event
• The event theme
• Imagery
• Supporting colours
• Symbolism
• Examples of marketing collateral
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IR EVENTS ARCHITECTURE
IR Events brand is the umbrella brand for all the
individual events which will feed from the brand
values keeping their individual personality and
particularities.
Values
Knowledge
IR brand, from the magazine to the research
executions and events is based and focus on the
knowledge of the industry and subject matter.
#practiceOfTheBest #confidence #trusted
Performance
Day to day - Improving performance is not only
an objective but the basis to judge and analyse
multichannel retail growth. #problemSolving
#leadership #strategy #authoritative
Technology
Technology is not only the base of the online and
multichannel retail but also what make it possible.
#focus #indulge
Innovation
Innovation doesn’t mean being the first one to find
the right way to do multichannel retail but also to
fail and being the first ones to learn from mistakes.
#technology #strategy #leadership
Connection.
IR relies also on the sense of belonging to a group.
The network and the connection is the engine
of the IR readers, visitors and members as part
of a community that speaks the same language,
multichannel retail. #network #partOfTheClub
#community
CONFERENCES EXPOS SUMMITS
Main Company Brand
Event Groups
AWARDS
• 2 Events with
the same format
running on two
seperate days
• Learning
programme often
includes a keynote
session and 3
parallel tracks
• Exhibition
• Workshops
• Trade show style
event
• 2 Events running
side by side over
two days
• Large exhibition
• Extensive learning
programme
which includes
clinics, workshops,
conferences and
more
• Smaller but more
exclusive event
• Dedicated for
executives and
C-level retailers
• An evening
celebration of
multichannel retail
and the reward for a
year of hard work
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LOGO TYPES
PRIMARY LOGO (STACKED) PRIMARY LOGO WITH DATES AND VENUE
To be used on all branding collateral (Unless a date venue and sponsor is applied)
PRIMARY LOGO WITH DATES, VENUE AND SPONSOR
In partnership with
BRAND GUIDELINES - IR EVENTS
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LOGO TYPES
SECONDARY LOGO (HORIZONTAL) WITH DATES AND VENUE SECONDARY LOGO (HORIZONTAL) WITH DATES, VENUE AND SPONSOR
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LOGO TYPES
LOGO CONSTRUCT - STACKED
Here is an example of how the logo for each event should be treated. This is demonstrated using the IR conference logo however the same principle must be applied to all event logos under the IR Event branding,
Fixed logo spacing/area
1/3 Overlap depending on height, sponsor logo should not be any larger then the ‘Internet Retailing’ Text
Nothing should fall out of the vertical range of the logoother than dates and sponsor
Date spanning the width of the line break
Line break to be included only when dates are confirmed
Isolation Area: This area of clear space is a minimum and should be increased
wherever possible.
LOGO ISOLATION AREA
The primary logo will vary in size on different marketing collateral. To insure that the logo has enough breathing space, take the ‘L’ from the logo and treat this as a measuring tool. Then use this to create the minimum isolation are around the logo. This is to be applied to ALL logos under the IR Event branding.
BRAND GUIDELINES - IR EVENTS
© Amigo. August 20168
LOGO TYPES
LOGO CONSTRUCT - HORIZONTAL
Here is an example of how the logo for each event should be treated. This is demonstrated using the IR conference logo however the same principle must be applied to all event logos under the IR Event branding,
Fixed logo spacing/area
Sponsor logo should not be wider than the dates
Nothing should fall out of the vertical range of the logoother than dates and sponsor
Isolation Area: This area of clear space is a minimum and should be increased
wherever possible.
LOGO ISOLATION AREA
The primary logo will vary in size on different marketing collateral. To insure that the logo has enough breathing space, take the ‘L’ from the logo and treat this as a measuring tool. Then use this to create the minimum isolation are around the logo. This is to be applied to ALL logos under the IR Event branding.
BRAND GUIDELINES - IR EVENTS
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COLOURS
Here is the following primary colour pallet which will be the same for all events apart from Internet Retailing Awards which has it’s own.
EVENT PERSONALITY
Each event under the IR events umbrella follows a particular style and personality. The colour pallete on the right is the starting point to aid the development of a secondary colour pallete for each individual event.
Therefore each event will have its own secondary/supporting colour pallete which will be identified in thei individual brand guidelines.
The colour pallete also has an impact on brand imagery which will be explained further in this document.
Here are some key points for each group which will aid the development of secondary colours and imagery:
CONFERENCES (BLUE)
Sober AttractiveElegantInnovative
EXPOS (RED)
Vibrant Busy EnergeticEngaging
SUMMITS (GREEN)
ExclusiveSophisticated Reserved.
PRIMARY COLOUR PALLET FOR ALL BRANDING
ADDITIONAL PRIMARY COLOURS UNIQUE TO EVENT GROUPS
CONFERENCES EXPOS SUMMITS
PRIMARY COLOURS UNIQUE TO IR AWARDS
R: 22G: 66B: 126
C: 100%M: 79%Y: 21%K: 5%
R: 232G: 63B: 76
C: 0%M: 86%Y: 62%K: 0%
R: 94G: 193B: 236
C: 60%M: 3%Y: 2%K: 0%
R: 48G: 110B: 46
C: 82%M: 32%Y: 100%K: 23%
R: 211G: 18B: 120
C: 13%M: 98%Y: 11%K: 0%
R: 130G: 28B: 83
C: 48%M: 100%Y: 37%K: 21%
R: 255G: 223B: 0
C: 2%M: 8%Y: 99%K: 0%
R: 59G: 67B: 80
C: 79%M: 65%Y: 50%K: 39%
R: 125G: 127B: 128
C: 51%M: 39%Y: 39%K: 0%
R: 221G: 222B: 225
C: 16%M: 11%Y: 10%K: 0%
R: 255G: 255B: 255
C: 0%M: 0%Y: 0%K: 0%
R: 232G: 63B: 76
C: 0%M: 86%Y: 62%K: 0%
R: 135G: 78B: 148
C: 57%M: 78%Y: 6%K: 0%
R: 82G: 180B: 230
C: 64%M: 11%Y: 0%K: 0%
R: 162G: 198B: 56
C: 45%M: 0%Y: 91%K: 0%
BRAND GUIDELINES - IR EVENTS
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TYPOGRAPHY
The main fonts that are to be used across all marketing is: Avenir LT Std and Brix Slab.
Avenir should be used as your headlines and shout-outs and Brix Slab should be used as general info text.
What colours are used will depend on the branding colour pallete for each individual event.
Headlines and call to actions:
Avenir LT Std 35 LightABCDEFGHIJKLMNOPQRSTUVWXYZ. &0123456789*#@+<=>’”÷%?£$€¥¢.
Avenir LT Std 65 MediumABCDEFGHIJKLMNOPQRSTUVWXYZ. &0123456789*#@+<=>’”÷%?£$€¥¢.
Avenir LT Std 95 BlackABCDEFGHIJKLMNOPQRSTUVWXYZ. &0123456789*#@+<=>’”÷%?£$€¥¢.
General Text:
Brix Slab LightABCDEFGHIJKLMNOPQRSTUVWXYZ. &0123456789*#@+<=>’”÷%?£$€¥¢.
Brix Slab MediumABCDEFGHIJKLMNOPQRSTUVWXYZ. &0123456789*#@+<=>’”÷%?£$€¥¢.
Brix Slab BoldABCDEFGHIJKLMNOPQRSTUVWXYZ. &0123456789*#@+<=>’”÷%?£$€¥¢.
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IMAGERY SELECTION - PHOTOGRAPHY
Photography plays a vital role in conveying a visual identity. This imagery needs to convey the theme and combine the core brand values in an effective way. For each of the events under the IR Events umbrella, a new theme will be proposed each year.
For example:
IR Conference 2016 theme is ‘NEW HORIZONS’
eDelivery Conference 2016 theme is ‘PRACTICALITY’
When exploring photographic imagery you must consider the ‘Perspective’.
Within photography a wide range of perpectives can be used such as:
• Vanishing point perspective• Bird Eye perspective• Worms Eye Perspective• Macro Images/Extreme close-ups• Atmospheric Perspective
Choose a perspective that encompasses the theme and is practical in usage.
Please bare in mind the following key points when selecting imagery for the theme.
• The image must be high enough resolution for all marketing collateral, from a small web banner to large scale signage.
• The Image should be fairly lucid, easy on the eye and not too chaotic
• The image should be as photo-realistic as possible, avoiding anything that looks cartoonish
• The image should be flexible in that it is easy to place text and logos on top. And can be adjusted if needed (brightened or darkened etc)
FOR EXAMPLE: INTERNET RETAILING CONFERENCE 2016
THEME: NEW HORIZONS
FOR EXAMPLE:
EDELIVERY 2016 THEME: PRACTICALITY
EXAMPLE EXAMPLE
PERSPECTIVES
EXAMPLE EXAMPLE
EXAMPLE EXAMPLE
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IMAGERY SELECTION - SUPPORTING
Not only will you need choose an overall image for the theme, you will also need to consider supporting imagery.
On the right are a few demonstrations of how you might present images of people, speakers, locations and product,
When deciding on supporting images, consider the following:
• Using black and white images, will this be practical?
• Having logos in one colour, does these company brand guidelines allow for this?
• Sourcing location shots online or otherwise, should not infringe upon any copyright.
• Product shots may need to adhere to their own company guidelines. Does this need to be reflected?
1. PEOPLE
These are examples of networking images, speaker headshots and establishing shots.
2. PLACES
These are examples of location shots, venues, and floorplans.
3. PRODUCT
These are examples of sponsor logo usage, adverts, product images, offers and promotions.
ENTRANCE
DOWN TO:WORKSHOPS,SPEAKERS OFFICE PRESS OFFICE
ORGANISERSOFFICE
EXHIBITORS
WORKSHOPS
FLOORPLAN
Stand 1 SLI Systems
Stand 2 / Track SponsorApptus
Stand 3Knapp
Stand 4 / Workshop 4Optimizely UK
Stand 5One iota
Stand 6Amplience Ltd
Stand 7 Lengow
Stand 8inRiver
Stand 9 Channel Pilot
Stand 10 / Bag SponsorFact Finder
Stand 11 / Workshop 5 Kount
Stand 15Bronto
Stand 13 / Track SponsorDelphix
Stand 14Lyons Consulting Group
Stand 19 / Track SponsorSDL Fredhopper
Stand 16
Stand 17 L’il Packaging
Stand 18Stibo Systems
wnDirect
Stand 20Wiser
Stand 21 Salmon
Stand 23Mobify
Stand 24 / Post Event Party SponsorPackshot / Fashot
Stand 25 / Workshop 6RichRelevance
Stand 26 Peerius
Stand 27Channel Advisor
Stand 29 Barclaycard
Stand 30 / Track Sponsor Klarna UK Ltd
Stand 31 / Track SponsorAzoya
Stand 32 / Track SponsorMonetate
Stand 33e-Spirit
Stand 34Trustpilot
Stand 36SmartAssistant
Stand 37 InPost UK Ltd
Stand 38Simpleusability
Stand 39 Power Reviews
Stand 41 / RegistrationFeefo
Stand 44Emarsys UK Ltd
WORKSHOP 1Usablenet
WORKSHOPS
SPEAKERS LOUNGE
37
321
23
33
46
34
44 31
39
38
43
30
36
29
6
78
9
1011
12
35
1819
20
2122
13
1415
1617
23
4
2425
2627
28
4140
42
5
WORKSHOP 3SimilarWeb
WORKSHOP 4Optimizely
WORKSHOPS
WORKSHOP 5Kount
WORKSHOPS
WORKSHOPS
PRESS OFFICE
Stand 35 / Title SponsorDemandware
Stand 28OSF Global Services
Stand 22Ingenico
Stand 46 / Registration Sponsor Plentymarkets
Registration Area eDelivery Magazine
Registration Area eSeller Media
Registration Area InternetRetailing Magazine
LOWER FLOOR
Stand 12Avalara
Stand 40 / Registration Area Visualsoft
REGISTRATION
11.20 am
2.00 pm
45
Europe s leading conversion engine
TRACK 1:THE CUSTOMER
SPONSORED BY
TRACK 2:PRODUCTS & SERVICES
SPONSORED BY
TRACK 3:THE ORDER
SPONSORED BY
WORKSHOP 6RichRelevance
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SYMBOLISM
Symbolism can be devised from ‘R’ in the Internet Retailing logo and the ‘E’ in the eDelivery logo.
This can be done in various ways and can alter from one event to another.
On the right is a demonstration of how this can be used.
The shapes These cannot be altered/skewed or de-constructed in anyway
Placement If you have a square, then you can move the symbol around with in it.
Watermarks and overlays with colourYou can use various effects to overlay on top of solid colours
Soft Light Blue
50% Opacity Blue
40% Opacity Blue
Soft Light Green
50% Opacity Green
40% Opacity Green
Watermarks and overlays on imageryYou can use various effects to overlay on top of imagery
BRAND GUIDELINES - IR EVENTS
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MARKETING EXAMPLES