World ATM Congress. Brand Guidelines

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Loren Mason
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1 World ATM Congress 2018 Brand Guidelines

2 Revised 5 January,

3 World ATM Congress 2018 Brand Guidelines Contents 1. Visual identity 1.1. Logo guidelines 1.2. Logo art files 1.3. Colour 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 2

4 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 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. These are to be used if desired logo scale will make organiser reference illegible. o E.g. In a print advertisement, organiser reference will be illegible o below 7.5pts or mm. 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. 3

5 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. 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, locked-up 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. sponsor or exhibitor event promotion) 1.2 LOGO ART FILES FOR 2018 CMYK and RGB logo files for 2018 can be accessed at the following link: STACKED LOGOS Logo stacked, no date, with organiser reference Colour Greyscale 4

5pts or 2.64583 mm. In web digital formats, organizer reference will be illegible below 9pts or 3.175 mm.

6 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. Colour Greyscale Logo stacked, with dates, with organiser reference Colour Greyscale 5

7 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. Colour Greyscale ONE LINE LOGOS Logo one line, no date, with organiser reference Colour Greyscale 6

8 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. Colour Greyscale 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 Colour Greyscale 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. Colour 7

9 Greyscale 1.3 COLOUR PALETTE Primary Colours: 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: 8

10 CMYK: RGB: HEX: #EA612A Pantone: 1595C (Note: There is no direct Pantone match, this is a visual match.) 9

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

12 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 2018 is from the "Nimbus Sans" font family. Nimbus Sans is a font available free with Adobe Creative Cloud. The Non-theme work horse fonts for World ATM Congress are Helvetica Neue and Myriad Pro. 11

13 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 Operated by the Civil Air Navigation Services Organisation (CANSO) in partnership with the Air Traffic Control Association (ATCA). All references to World ATM Congress should be written out in full. Correct: World ATM Congress Incorrect: World ATM Correct: World ATM Congress Incorrect: WATM Congress Correct: World ATM Congress Incorrect: WATMC When referring to a specific edition, always place the year of event after World ATM Congress, not before. Correct: World ATM Congress 2018 Incorrect: 2018 World ATM congress 2018 Messaging 1 venue - 3 days sessions countries exhibitors speakers - unlimited opportunities Now entering its sixth year, World ATM Congress is the world s largest international air traffic management (ATM) exhibition and conference attracting over 7,500 people each year. 12

14 Operated by the Civil Air Navigation Services Organisation (CANSO) in partnership with the Air Traffic Control Association (ATCA), World ATM Congress brings together the world s leading product developers, experts, stakeholders, and air navigation service providers (ANSPs). Aviation thought leaders gather for three days of conference sessions, product demonstrations and launches, contract closures and educational and networking opportunities in Madrid, Spain. Why attend? Get unparalleled insight into key issues in the ATM industry, hands-on experience of the latest products and innovation, and potential to increase brand awareness all in one place save time and increase revenue. World ATM Congress delivers the context, content, and contacts that suppliers and customers need to shape the future of global airspace. World ATM Congress. The ATMosphere for business. For further guidance on the specific event messaging, please refer to the event messaging section of the latest Communication Plan. 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, 13

15 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. Word Choice Avoid using 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 14

16 - 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 2.4 STATISTIC AND ACHIEVEMENTS Please include the numbers of previous years - Number of exhibitors - Number of visitors / registrants - Number of delegates - Number of countries - Number of ANSPs - Number of square meters - Etc. 15

17 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. 16

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

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