brand guidelines - effie...—a.g. lafley, chairman-ceo p&g, 2004 marketing is in the midst of...

Brand GuidelinesAugust 2009

ContentsStrategic Background ...................................... 1–2

Logo ...................................................................... 3

Logo (Primary) ..................................................... 4

Logo (World Festival) ............................................... 6

Color Palette ............................................................. 7

Logo Usage (Color Variation) .................................. 8

Clear Space and Scale ........................................ 9

Background Control .............................................. 10

Incorrect Usage .......................................................11

Typography ............................................................. 12

Typography Usage ................................................. 13

Logo Placement ............................................... 14–15

Trophy ...................................................................... 16

Trophy Branding ................................................17–18

Trophy Branding (Country Variation) ............19–20

Trophy Branding (Region Variation) ..............21–22

Certificate .........................................................23–24

Live Examples ...................................................25–28

Strategic BackgroundThe Context In Which We Exist

“We need to reinvent the way we market to consumers. We need a new model. It does not exist. No one else has one yet. But we need to get going right now.”

—A.G. Lafley, Chairman-CEO P&G, 2004

Marketing is in the midst of the most challenging period of change and uncertainty in decades. At a local and global level, the meaning of marketing itself is being redefined, and clients are faced with new sets of challenges in everything from media and messaging, to understanding the environmental impact of their product. With all of the changes that are taking place in marketing however, at least one fundamental thing remains unchanged; the desire for results.

The Challenge For Effie

The Effie award is currently the only major ‘advertising’ award which reflects the combination of strategy, creative and resulting effectiveness of communications. It is the effectiveness which is the substance which truly sets Effie apart. However, despite this strategic clarity and the very high regard for Effie across the globe, we need to take a more assertive brand guardianship approach due to these changing times and the geographic spread of the brand. Consequently as well as updating the Awards themselves we have conducted an overhaul of our own visual identity.

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Strategic Background (Continued)

Evolving Effie

A series of bold steps have been initiated to elevate the Effie award in the eyes of the ‘advertising’ community, as well as reaching out to include the broader domain of marketing; Design, Branding, Digital, Guerilla, etc. Just some of those steps are…• New inclusive judging guidelines encourage submission

from any form of marketing communications, whether mainstream or alternative; digital or print; design or advertising; paid or unpaid, etc.

• Judging panels comprised of leaders from across the spectrum of marketing disciplines, from both agency and clients.

• New awards in such emerging categories as:

David Vs. Goliath: Smaller or emerging brands taking on established category heavyweights Media Idea: recognition that the lines between creative and media are blurring, and this category looks to award those ideas where the media application was a driving factor behind the overall idea.

…and many more.

The Role For Design

Considering all of the important changes taking place in the make-up of Effie, a new visual identity was seen as necessary. Primarily, the goal of this new identity is to visually signal that an evolution is taking place, and secondly an updated and well-executed design demonstrates the new direction of Effie, including the Effie World Festival.

Key criteria for communications for the evolved design were as follows:•Create a more contemporary, iconic visual ID•Retaining a link to the legacy of Effie• Elevate us to the identity caliber of D&AD,

Cannes demonstrating excellence• Make it a trophy everyone in the business would want

Logo

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Log

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The Effie Awards logo is the graphic symbol of the corporate brand and is the most important corporate asset. It must be protected from misuse by assuring a consistent high-quality reproduction, wherever it appears.

The logo is composed of two elements: a symbol in the rendition of the trophy and a crafted logotype based on ITC Avant Garde Bold. The symbol and logotype can be used on their own depending on the circumstance i.e. super graphic, sign off, etc. However it is strongly recommended to follow the primary configuration (see logo below).

It is a unique piece of artwork and must never be re-created unless approved by Effie Worldwide Inc. These guidelines will help you reproduce the Effie Awards logo with care, precision, and consistency. Pa

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WordmarkPantone Process Black C

Pantone 872 C

SymbolPantone 872 C

Pantone 872 C 70%

Logo (Primary)

Logo (Country and Region Variations)

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Pantone 872 CDate typeface: Chalet London

Nineteen Seventy

SymbolPantone 872 C

Pantone 872 C 70%

Country Pantone 872 C 70%

Typeface: ITC Avant Garde Bold lowercase match cap height/match track-

ing and leading of wordmark



Nineteen Seventy

SymbolPantone 872 C

Pantone 872 C 70%

RegionPantone 872 C 70%

Typeface: ITC Avant Garde Bold lowercase match cap height/match

tracking and leading of wordmark

When Effie is applied to other countries and regions the additional titles must follow the same rules as the primary logo in terms of color, typography, and space. This is in order to maintain a consistent worldwide brand.

Logo (World Festival)When the World Festival elements are applied to the Effie identity, they must follow the same rules as the primary logo in terms of color, typography, and space. Additionally to avoid visual conflict the World Festival symbol takes the place of the Effie award symbol. The World Festival symbol should reflect the chosen theme and location of that year. The new symbol is subject to the rules previously listed and must be approved by Effie Worldwide Inc. in order to maintain a consistent worldwide brand.

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Log

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Nineteen Seventy

SymbolPantone 872 C

Pantone Process Black C

LocationPantone 872 C 70%

Typeface: ITC Avant Garde Bold lowercase match cap height/match

tracking and leading of wordmark

No location No year

Pantone 872 C Pantone 877 C Pantone 8562 C Pantone Process Black C

Pantone 872 C 70% Pantone 877 C 70% Pantone 8562 C 70% Pantone Process Black C 80%

C 20 M 30 Y 70 K 15 C 00 M 00 Y 00 K 40 C 41 M 74 Y 69 K 43 C 00 M 00 Y 00 K 100

C 14 M 21 Y 49 K 11 C 00 M 00 Y 00 K 28 C 39 M 56 Y 51 K 11 C 01 M 01 Y 01 K 80

Color PaletteThe color palette is based on the highlights and tones of the trophies’ colors bronze, silver, gold and the Grand effie’s Black. Gold is the primary color and represents the strength of the brand. However using the other award colors for variations of the logo is also acceptable.

The colors shown throughout this manual have not been evaluated by Pantone, Inc., for accuracy and may not match the PANTONE Color Standards. PANTONE® is a registered trademark of Pantone, Inc.

Secondary Color Palette Tints

Primary Color Palette

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Logo Usage (Color Variation)

4 Color Logo 2 Color Logo 1 Color Logo

Note: The 4 color logo uses gradients to achieve a 3D look. Use this technique when you are unable to use metallic materials to represent the logo.

Note: The 2 Color Logo uses metallic pantones to achieve the appearance of metals. This is the preferred look, however for production purposes use this style when you have the printing capabilities.

Note: The 1 color logo is used for special printing purposes (varnishes, faxes).

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50%

1/2 inchNote: Minimum Size

100%

Clear Space and Scale Always maintain a minimum clear space around the logo to preserve its integrity. This space isolates the logo from distracting graphic elements, such as copy, photography, or background patterns. The minimum amount of space surrounding the logo and its elements are based on the x width of the ‘e’ in effie awards. When appending the date, the distance is determined by the case height of the year. When appending a location its cap height should match the cap height of the date and match the leading of the Effie Award or Effie World Festival logos.

The logotype should always be legible. When the logo is less than .5 inch it becomes difficult to read and loses its effectiveness.

White Space

Photographic White Space

Colored Space

Photographic Colored Space

Gradient Space

Photographic Negative Space

Background ControlWhen placing the logo over a background it is preferred that it is over a clear white space. If it is required to be over a photographic or complex background then allow for enough clear space and place the logo in the clearest area of the background.

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Incorrect UsageThe shape, color, and configuration of the effie awards logo should never be altered in any way. Although the examples below do not represent every misuse, they illustrate some common misuses that must be avoided when reproducing the logo.

Do not stretch or distort the logo.Do not change the color of the logo. Do not place logo on a confusing background.

Do not rearrange the logo elements.

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Do not change the proportions of the logo elements.

Do not change the orientation of the symbol.

Do not change the orientation or typeface of the date.

Do not change the typeface of the location, region, country.

Do not change the World Festival typeface.

chile W O R L D F E S T I V A L

TypographyThe typography should be precise and clean with a simple modern approach to handling page layout. The Primary typeface is the ITC Avant Garde family. The acceptable font weights are book, medium, and bold. The secondary typeface is Verdana use this for web purposes, i.e. e-mail, web documents.

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Aa Bb Cc Dd Ee Ff Gg Hh Ii 0 1 2 3 4 5 6 7 8 9

Aa Bb Cc Dd Ee Ff Gg Hh Ii 0 1 2 3 4 5 6 7 8 9

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0 1 2 3 4 5 6 7 8 9

ITC Avant Garde Bold-primary typeface used for titles, headlines, bi-lines

ITC Avant Garde Medium-used for body text

ITC Avant Garde Book-used for body text special headlines, bi-lines, notes

Chalet London Nineteen Seventy-used for date award and logo

Verdana Regular-used for web applications

Typography Usage

Headlines are ITC AVANT GARDE BOLD. The color for a headline should be selected from one of the primary colors.

The subhead or by-line is set in the same bold typeface but matches the color of the body text (in this case a tint of black (40%). It can be justified or aligned left.

Body text are set in a lighter typeface (ITC AVANT GARDE MEDIUM). Body copy is justified or aligned left.

Special notes or body text could be set in an even lighter typeface (ITC AVANT GARDE BOOK). Body copy is justified or aligned left.

Note: The baseline is set by the last word in the logotype.

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Logo Placement

Denise McDevitt Associate Director 116 E27th St. 6th Flr.New York, NY 10016

D 212 687 3280 O 212 557 9242 E [email protected]

www.effie.org

Letterhead

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Logo Placement (Continued)

To:Dennis PayongayongAnomaly Communications536 Broadway, 11th FloorNew York, NY 11217

Denise McDevitt Associate Director

116 E27th St. 6th Flr.New York, NY 10016

www.effie.org

D 212 687 3280 O 212 557 9242 E [email protected]

Envelope

Business Card

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Trophy

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Trophy Branding

“ Title” (No more than 35 characters per line) Client (No more than 35 characters per line) Agency Personalization

Note: No information goes below the baseline of the word “awards”. Only the most necessary information listed above should reside on all trophies.- No associate logos- No categorical information (i.e. Green Effie)

If there are multiple winners then they should be separated by commas (i.e. Anomaly, Razorfish or Mike Byrne, Johnny Vulkan)

Use hanging quotation marks to consistently align information.

Use ITC Avant Garde Medium at 8pt/leading at 9.5pt/tracking at 0pt.

Trophy BrandingExample

“Media Ambush of iPhone Launch”

Keep a Child Alive

Anomaly Communcations

Johnny Vulkan


Keep a Child Alive


Johnny Vulkan

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Trophy Branding (Country Variation)


Keep a Child Alive


Johnny Vulkan


Keep a Child Alive


Johnny Vulkan


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Trophy Branding (Region Variation)

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Keep a Child Alive


Johnny Vulkan


Keep a Child Alive


Johnny Vulkan


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RecommendedPaper Stock

Navajo Brilliant white cover

65 lb.

Logo Type of EffieAward Information

Brand Description Signature

RecommendedFoil Stamp Stock

Gold - 270Silver - 100

Bronze - 305

CertificateTo commemorate the winners a certificate accompanies the award. It shares the same value as the award and should meet the same production value. A set of gold, silver, bronze and black certificates must be created to accommodate the changing country and region as well as the winning information and signature of the current executive director. It should be printed on a fine paper stock (listed below) with the typography and logos foil pressed accordingly (foils listed below). The stock must also be flexible enough to run through a laser printer for swift individualized printing. As the logo changes according to region or country so does the accompanied language. The information on the certificate should follow the same rules that the branding on the award abides by. There should be no associate logos or categorical information and if there are multiple winners they must be separated by commas.

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CertificateExample

Live Examples

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Event Ticket

Annual Journal

2007 EFFIE AWARDS58 59

OLSONBob Molhoek VP-Bus. Strategy Officer

Arturo Mendiola Sr. Acct. Exec.

Andrew Donlan Acct. Exec.

Steve Knapp Media Dir.

Jen Hale Media Strategist

THE MARTIN AGENCYChristopher Mumford VP-Mgmt. Super.

Sarah Burgess Acct. Super.

Kathy Cho Acct. Coord.

Katherine Wintsch VP-Sr. Strategic Planner

Mike Hughes Pres.-Mngng. Part. Creative Dir.

PHD

CREW CREATIVE AGENCY

NIKE BAUER HOCKEYChris Zimmerman Pres.-CEO

Chris Lindner VP-Global Mktg.

Ed Saunders U.S. Brand Mktg. Mgr.

Steve Jones Global Comm. Mgr.

Darryl Hughes Canadian Mktg. Mgr.

THE LEARNING CHANNELDavid Abraham Exec.VP-Genl. Mgr.

Derek Koenig Sr. VP-Mktg

Neile Hartman Dir.-Mktg. Strategy

Doug Seybert Dir.-Mktg. Strategy

Amy Winter Creative Dir.

MEDIA COMPANIES

Nike Bauer TLC

BE THE ONETo combat an all-out assault from Reebok, Nike made an

unprecedented move by creating the Nike Bauer brand. Bauer,

a long–established hockey company, was the first brand to share

the Nike name and logo. This campaign helped establish the new

brand’s credibility among hockey–crazed kids.

LIFE LESSONSTLC’s ad sales and ratings were down, and viewers were emotion-

ally disconnected from the network. With the heyday of “Trading

Spaces” long gone, viewers and ad buyers weren’t sure what TLC

stood for any more. TLC needed a new identity. With this campaign,

a new lifestage and strategic platform were created that would

define the network as something more than just a TV channel.

Based on human truths, this campaign took TLC in a new direction,

revitalized the network, increased ratings and engaged viewers.

GOLD WINNERLEISURE PRODUCTS SILVER WINNER

SCHUPP CO.Corey Lawson Acct. Exec.

Anthony Simmons Sr. Writer

Mike Conway Assoc. Creative Dir.

Jim Mayfield Sr. VP-Creative Dir.

DDB SEATTLEJohn Livengood Exec. VP-Exec. Creative Dir.

Scott Manning Sr. VP-Acct. Group Dir.

Eric Gutierrez Creative Dir.

Shaun Stripling Assoc. Strategy Dir.

Brett Siemen Sr. Art Dir.

Matt Gilmore Copywriter

Matt Griffin Acct. Super.

Kelly Showalter Sr. Production Mgr.

OMD SEATTLETeri Bauer Genl. Mgr.

Katie Bergerud Assoc. Dir.-Strategy

KTRSTim Dorsey Pres.

Craig Unger Station Mgr.

McDONALD’S USA

KTRS McDonald’s Restaurants

ST. LOUIS CARDINALS – MISSING BIRDSIn an unusual use of outdoor, the St. Louis Cardinal/KTRS’ campaign

created a deafening buzz. After 52 years of being broadcast on

KMOX, Cardinal’s games moved to 550 KTRS, a move the new

station wanted to communicate. To do so, six pairs of sequential

outdoor boards were secured throughout the city. The lead board

was a Cardinals’ board and the following board was a KTRS board.

The message evolved throughout the campaign to create one

cohesive message between the two boards.

WE’RE UP WHEN YOU’RE UPThe unusual affinity between an “open 24 hours” promotion and

“don’t drink and drive” message afforded an opportunity for Mc-

Donald’s to demonstrate community commitment while increasing

late night store traffic. Bar coasters, free rides home in a pimped-out

cab, even Ronald’s wallet as collateral provided multiple campaign

touches in and around late night hot spots in order to reach young

adults in their “I’m lovin’ it” moments. These ideas and environments

were chosen because who needs McDonald’s more at 2 a.m. than

people in need of sobering up?

MEDIA IDEA SILVER WINNERS

Presented byThe New York American Marketing Association

Sponsored by

5:30 PM

Cocktail Reception The Altman Building

135 W. 18th Street

between 6th & 7th Avenues

New York City

Sponsored by Discovery Networks

6:30 PM

Dinner and Gala Awards ProgramMetropolitan Pavilion

125 W. 18th Street

between 6th and 7th Avenues

New York City

Gala Sponsors

Live Examples (Continued)

Invitation

Winner’s Certificate

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2007 EFFIE AWARDS

Thursday, June 7th 2007

5:30 PM

Cocktail Reception The Altman Building

135 W. 18th Street

between 6th & 7th Avenues

New York City

Sponsored by Discovery Networks

6:30 PM

Dinner and Gala Awards ProgramMetropolitan Pavilion

125 W. 18th Street

between 6th and 7th Avenues

New York City

Gala Sponsors

Priority Tables of Ten Regular Tables of Ten Individual Tickets

To order your tickets go online to www.effie.orgSeating is allocated on a first come, first served paid basis.

Paper provided by Sappi

RSVP

Effie Awards116 East 27th Street, 6th FloorNew York, NY 10016FPO


Website

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schedule and corresponding tension levels regarding ee award entry deadline

WHAT’S NEWTHIS YEAR?

EFFIE AWARDS 2007CALL FOR ENTRIESentry deadline October 20th 2006 enter online at www.effie.org

The Effies just got more demanding. Now any form of consumer engagement is eligible to enter. From print to TVto packaging design to guerrilla to digital to anything. Ideas can come from anywhere: media agencies,design rms,digital houses. It’s full on.

Updated Categories and Special Awards.Starting this year there has been an update of existing categories, so the Effies’30+ entry categories ensure that there is a place for every campaign. And for the groundbreaking Special Awards, two of the most competitive should be:

David v. GoliathThe award for tiny brands making inroads against big,established leaders and for establishedsmall brands taking on "sleeping giants". For companies who moved into a new product andservice eld with large,well-established competitors.

RenaissanceThe award for turnaround campaigns.Campaigns that succeeded in renewing an older brand,reversing a declining brand or re-staging a brand to reach new audiences and contemporizeits relevance in the category or marketplace.

New Entry Form. The entry form is now more direct and user friendly.And entry happens all online at www.effie.org.

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Friday October 20,

2006

Entry Deadline

Friday October 20,

2006

One-weekextensiongranted.

New deadline:Friday,

October 27, 2006

Monday October 23,

2006

Business asusual at

agencies; noone talks about

"We haveanother week."

Tuesday October 24,

2006

First internalmeeting aboutwhat to enterat end of day

Wednesday October 25,

2006

Strategists must

forms proving

campaigns


2006

Account peopleinundate clientswith requests for

sales data

Thursday October 26,

2006

Creativeassistants

frantically gatheragency’s creative

work forsubmission

Friday October 27,

2006

AccountCoordinator in

New Yorkdispatched in ataxi 15 minutes


2006

Creatives &Strategists at

most agencies

about entering

Thursday October 19,

2006

AccountCoordinator calls

inquires aboutobtaining an

extension

Awarding Ideas That Work

0

01

02

03

04

05

06

07

Substance

the art directors club

communication arts

the andys

cannes lion

the one showclios

d&ad

criteria by which advertising award shows are judged

What will look good in the award annual

Finish quickly for5 PM drinking start

Any ad that ran once after 3AM in a small town

in Kansas

Agency ads celebrating agency anniversaries or agency Christmas parties

0

10

20

30

40

50

60

70

British 'inside jokes' that only Brits get

Any Guinness spot

Hypercritical judging to the point that

what is being judged is secondary

Hot agency at the

particular moment

Well-designedwebsites with

interactive gamesthat let you killor change stuff

Any 60-second spot with large

groups of people or things in a cityscape

61%

23%

16%

aicp

Any Frank Budgendirected spot

Whatever was predictedby the ad media to win

At least one ad from Asia, South America or

France that makesabsolutely no sense

At least one more ad from Asia, South America

or France that makesabsolutely no sense

0

5

10

15

20

25

30

35

40

Killer music track

Campaigns featuring same adthree times Any digital film that was

successfully spread "virally"to other agencies

“I want that client.”

0

5

10

15

20

25

30

Other

Any print ad thatfeatures a motorcycle

or guitar

What won in other awardshows

0 5 10 15 20 25 30 35 40

99%

1%

Directed by agency creativewho became a director

19%

Anything over $2 million in production

39%

Post-production done in London

22%

Someone diedat the wrap party

8%

Celebrates the artof commercial production

12%

Awarding Ideas That Work

Creative work can win awards for all kinds of weird and wonderful reasons. The Effies, as you know, are a little less subjective.

And now they’ve become more demanding with any form of consumer engagement eligible to enter. From print to TV to packaging design to guerrilla to digital to anything. Ideas can come from anywhere: media agencies, design firms, digitalhouses. It’s full on.

The best ideas win. And by best we mean outstanding creative, insightful communications strategy and the market results toprove it worked.

2007 Effie Award Call for Entries. Visit www.effie.org for details.

Designed in Microsoft Excel™

40th Anniversary

At no time should Effie ads contain themes of violenceor socially or politically controversial content.

brand guidelines - effie...—a.g. lafley, chairman-ceo p&g, 2004 marketing is in the midst of...

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