World ATM Congress. Brand Guidelines. Revised 8 January, 2019

Transcription

1 World ATM Congress 2019 Brand Guidelines Revised 8 January, 2019

2 World ATM Congress 2019 Brand Guidelines Contents 1. Visual identity 1.1. Logo guidelines 1.2. Logo art files 1.3. palette 1.4. Typography 2. Copy guidelines 2.1. Phraseology and messaging 2.2. Wording/terminology 2.3. Language 2.4. Style 2.5. Statistics and achievements 3. Image guidelines 1

3 1. VISUAL IDENTITY 1.1 LOGO GUIDELINES Always use a logo option with organiser reference whenever possible Avoid placing the colour logo on dark background. If use on a dark background is required, use the white version of the logo. Never use logo on a background with a heavy pattern or non-complimentary colour. Logos are never to be smaller than 2.5 inches in length, except for extremely small digital ads and small branded items e.g. pens, lanyard ribbons, and pins. If desired logo scale will make organiser reference illegible, use a logo without the organiser reference. o E.g. In a print advertisement, organiser reference will be illegible below 7.5pts or mm. o In web digital formats, organizer reference will be illegible below 9pts or mm. Always maintain a buffer around the entire logo to give it the proper breathing room. o The ideal minimum XY buffer spacing around the entire logo should be equal to the XY (height/width) of the lowercase o in the logo art o In smaller digital banners, the minimum XY buffer spacing around the entire logo can be equal to half of the XY (height/width) of the lowercase o in the logo art in this diagram, black lines indicate the outer boarder of the entire logo. The red line indicates half of the XY height/width of the lowercase o in the logo. This is the minimum buffer line. The green line indicates the XY height/width of the lowercase o in the logo. This is the ideal buffer line. 2

4 Logo guidelines, continued Do not rotate, or distort, or modify the logo in any way Never use the logo word art without the complete round divot artwork Never use the round divot art or (individual divots) as an isolated design element(s) unless the design piece/display contains at least one initial usage of the full, lockedup round divot and World ATM Congress logo To be used in conjunction with both organiser logos (ATCA and CANSO, if organiser logos are required), according to their respective brand guidelines The logo should never appear alongside another organisations logo unless it has direct, event-related relevance (i.e. for a sponsor s or exhibitor s event promotion) 1.2 LOGO ART FILES FOR 2019 CMYK and RGB logo files for 2019 can be accessed at the following link: Please note: The logo tagline has been recently updated to read A CANSO partnership with ATCA. The downloadable logos have been updated. STACKED LOGOS Logo stacked, no date, with organiser reference 3

5 STACKED LOGOS Continued Logo stacked, no date, no organiser reference These are to be used if desired logo scale will make organiser reference illegible. E.g. In a print advertisement, organiser reference will be illegible below 7.5pts or mm. In web digital formats, organizer reference will be illegible below 9pts or mm. Logo stacked, with dates, with organiser reference 4

6 Logo stacked, with dates, no organiser reference These are to be used if desired logo scale will make organiser reference illegible. E.g. In a print advertisement, organiser reference will be illegible below 7.5pts or mm. In web digital formats, organizer reference will be illegible below 9pts or mm. ONE LINE LOGOS Logo one line, no date, with organiser reference Logo one line, no date, with no organiser reference These are to be used if desired logo scale will make organiser reference illegible. E.g. In a print advertisement, organiser reference will be illegible below 7.5pts or mm. In web digital formats, organizer reference will be illegible below 9pts or mm. 5

7 Logo Square stacked, no date, with no organiser reference for organiser use only These are to be used for social media icons, and other square oriented designs Logo Square stacked, no year, with no organiser reference for organiser use only These are to be used for social media icons, and other square oriented designs for items for multi-year use. 6

8 1.3 COLOUR PALETTE Primary s: Blue, Orange, White and Black Blue colour: CMYK: RGB: HEX: #162C53 Pantone: 533C (Note: There is no direct Pantone match, this is a visual match.) Orange colour: CMYK: RGB: HEX: #EA612A Pantone: 1595C (Note: There is no direct Pantone match, this is a visual match.) 7

9 Secondary s: For accents if needed. Primary colours should ideally be complemented by full-colour, highly saturated photography 8

10 1.4 TYPOGRAPHY The design strategy for World ATM Congress is to incorporate the fonts used in the overall theme into the printed projects, and a separate complimentary standard set of fonts for recurring communications pieces. The main theme font for 2019 is from the "Acumin Pro ExtraCondensed " font family. This font is available in Adobe Creative Cloud. The Non-theme work horse fonts for World ATM Congress are Helvetica Neue and Myriad Pro. 9

11 2. COPY GUIDELINES 2.1 PHRASEOLOGY AND MESSAGING On the first reference of World ATM Congress in communications, it is important to include the descriptor A Civil Air Navigation Services Organisation (CANSO) partnership with the Air Traffic Control Association (ATCA). All references to World ATM Congress should be written out in full. Correct: Incorrect: Correct: Incorrect: Correct: Incorrect: World ATM Congress World ATM World ATM Congress WATM Congress World ATM Congress WATMC When referring to a specific edition, always place the year of event after World ATM Congress, not before. Correct: World ATM Congress 2019 Incorrect: 2019 World ATM congress 2019 Messaging For the specific event messaging, please refer to the event messaging section of the latest Communication Plan. 10

12 2.2 WORDING/TERMINOLOGY - "Visitor" means non-fee paying attendee to the Exhibition; - "Exhibitor" means Exhibition stand holding company and its staff; - "Sponsor" means a company giving financial support to the Congress in exchange for marketing benefits; - "Conference attendee" means an attendee of the Conference; - "Supporter" means an industry stakeholder which supports the Congress and allows the use of its organisation's name for Congress marketing. 2.3 LANGUAGE Spelling Use British English spelling for all written communications e.g. organisers, organisation, customise, programme, harmonised, characterised, organisation, catalogue, analogue, dialogue, theatre, centre, manoeuvre, etc. Grammar - We use Oxford/serial commas whenever necessary. - Please use the longer em-dash ( ) rather than a hypen (-) when diving words/clauses in a sentence. Capitalisation - Avoid using initial capitals for words in the middle of a sentence unless these words are proper nouns; a name of company, publication or programme o For example, air navigation service provider not Air Navigation Service Provider - For job title this rule applies - first letter is uppercase then lower case the rest - Other exceptions are event-related wording, i.e. Exhibition Hall, Conference, Conference Programme are capitalised. 11

13 Word Choice Do not use the word delegate Do use: Conference programme Conference sessions Conference fees Conference attendee not Conference delegate Conference speaker Conference Theatre not Delegate theatre Conference lunch not Conference delegate lunch Conference lunch area not Conference delegate lunch area Use Countries and Territories never just Countries Use Education Theatres not Presentation Theatres 2.4 STYLE Promotional materials - Tone of voice/language for promotional materials (I.e. Prospectus, Registration Brochure, Congress Guide, Newsletters etc) is formal Website - Tone of voice/language for the website should be consistent with all other printed materials (formal) - In print pieces, please include the official event URL: worldatmcongress.org Social media - Tone of voice/language for online content (i.e. social media) is informal, personal - Content shared can be of broader industry interest (not just event specific) - Whenever possible, include the hashtag #WorldATM - Whenever possible include the twitter - Whenever possible include the Instagram handle worldatmc with #worldatm and #myworldatm 12

14 2.4 STATISTIC AND ACHIEVEMENTS The numbers from 2018, for use in 2019 promotion: Exhibitors in 21,000 Square Metre Exhibit Hall - 8,542 Registrations - 98 Members of the press Countries and Territories in attendance - 84 ANSPs - 1,759 Individual ANSP Representatives Free Education Sessions 3. IMAGE GUIDELINES OWNERSHIP AND USAGE World ATM Inc. holds ownership/usage rights for all event images. Event images (Conference, Exhibition Hall, Registration) are shared between the event organisers and can be used by each for the promotion of the event (i.e. website, newsletters, magazines, social media). Event images can be shared with third parties but this is at the discretion of the event organisers and on a case by case basis. Event images should not promote one organiser, sponsor, exhibitor, speaker, organisation or individual over another. When used in selection, there should be a fair representation of all. 13