SPONSORED BY 1 MARCH Illustrations Jim Field. Photography Simon Webb DESIGN GUIDELINES

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1 SPONSORED BY 1 MARCH 2018 Illustrations Jim Field. Photography Simon Webb DESIGN GUIDELINES World Book Day is the biggest celebration of books and reading in the world. This toolkit outlines how to use our assets successfully, to promote the World Book Day brand story in your setting

2 COLOUR The World Book Day palette is limited to five colours. These should be used with black and white and no other colour. LOGO COLOUR 2 32M 100Y MAIN COLOUR 1 85M 99Y MAIN COLOUR 2 77C 20M 16Y 253R 180G 20B 22R 159G 194B 22R 159G 194B #FDB515 #EF4E23 #119EC1 PALETTE COLOUR 1 PALETTE COLOUR 2 82C 4M 88Y 62M 5Y 23R 172G 92B 242R 131G 173B #00AA5C F282AC

3 LOGO The logo sits at the centre of our brand, holding all the designed materials together. No other logos from past years should be used. The World Book Day logo must be used on all partner product, point-of-sale and marketing communications (but can only be used on materials promoting books). All materials featuring our logo or assets should be approved by Kirsten Grant at World Book Day. OUR SPONSOR World Book Day s major sponsor is National Book Tokens. Their logo should also be used on all materials, never any smaller than 20mm, and always in blue and white. Please use the line SPONSORED BY above the logo in Archer caps. SPONSORED BY When in doubt, please ask. Usage The logo should ideally sit top centre, left or right. In some cases the logo may need to be used in the bottom right or bottom left corner. The eyes in the word Book MUST look in the direction of the most important thing on the material. EYES LEFT DOWN The logo must appear with the black shadow. The logo should always be used in the colour yellow supplied.

4 FONTS Using consistent typography is a key element of the brand. Archer is the core font, together with Jim Field s hand-drawn font, to add an illustrative touch. ARCHER Archer should be used for all body copy. It can also be used on flashes and subheads. ARCHER Aa Bb Cc Dd Ee Ff Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz % ^ & * ( ) : ;, - <. /? JIM FIELD FONT JIM FIELD Jim Field s font should be used for headlines and to add an extra illustrative element to the design. We will supply relevant individual phrases and words that can be used on your design.

5 STRAP- LINE Our 2018 strapline has been illustrated by Jim Field, and should be used on on all marketing materials. Please only use this version. It could sit in a bubble, or be held by a child (these are provided in the assets folder).

6 FONT USAGE When using our brand fonts, please use sympathetically and in line with any partner fonts.

7 PHOTO- GRAPHY We are using a multimedia approach to illustrate our campaign, featuring illustrations by Jim Field alongside exclusive photography by Simon Webb. The photography / illustration should be used at least once on all marketing materials. A diverse range of children of all ages have been supplied. Please ensure you use a diverse range of children on all design. Here are some examples. A full range can be found in the assets folder. All materials should include the copyright lines: Illustrations Jim Field. Photography Simon Webb.

8

9 OTHER ASSETS A selection of additional assets are available to add dashes of personality and fun to design collateral. You can use these to hold text and they can be coloured up in our palette colours.

10 BACK- GROUND This year we have created a multi-coloured stripe background. This should be used wih black and white panels to sit text on and in small doses, as details at the sides or top and bottom of the page. See design examples on the next page.

11 DESIGN EXAMPLES Here are some design examples from this year s campaign to use as inspiration and to get a sense of how the fonts, illustrations, photos and logos should be used together.

12 DESIGN EXAMPLES CONTINUED...

13 DESIGN EXAMPLES CONTINUED...

14 KIRSTEN GRANT DIRECTOR EMMA PRITCHARD PROJECT MANAGER worldbookday.com Celebrate stories. Love reading. #WorldBookDay

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