Created October Brand Guidelines Version 1.1 IR EVENTS

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1 Created October 2016 Brand Guidelines Version 1.1 IR EVENTS

2 CONTENTS 03 INTRODUCTION BRAND STRATEGY FOR IR EVENTS AND SUB-EVENTS 04 IR EVENTS ARCHITECTURE EVENT 05 LOGO TYPES 07 COLOURS THEME AND BRAND 08 TYPOGRAPHY 09 IMAGERY SELECTION LOGO TYPE COLOURS TYPOGRAPHY IMAGERY SYMBOLISM 11 SYMBOLISM 12 MARKETING EXAMPLES APPLICATION BRANDED WEB AND PRINT MARKETING 2

3 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 3

4 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. Main Company Brand 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 Event Groups CONFERENCES EXPOS SUMMITS AWARDS 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 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 4

5 LOGO TYPES PRIMARY LOGO (STACKED) To be used on all branding collateral (Unless a date venue and sponsor is applied) PRIMARY LOGO WITH DATES AND VENUE PRIMARY LOGO WITH DATES, VENUE AND SPONSOR In partnership with 5

6 LOGO TYPES SECONDARY LOGO (HORIZONTAL) WITH DATES AND VENUE SECONDARY LOGO (HORIZONTAL) WITH DATES, VENUE AND SPONSOR 6

7 LOGO TYPES LOGO CONSTRUCT - STACKED Fixed logo spacing/area 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, Nothing should fall out of the vertical range of the logo other than dates and sponsor 1/3 Overlap depending on height, sponsor logo should not be any larger then the Internet Retailing Text Date spanning the width of the line break Line break to be included only when dates are confirmed 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. Isolation Area: This area of clear space is a minimum and should be increased wherever possible. 7

8 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, Nothing should fall out of the vertical range of the logo other than dates and sponsor Fixed logo spacing/ area Sponsor logo should not be wider than the dates 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. Isolation Area: This area of clear space is a minimum and should be increased wherever possible. 8

9 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. PRIMARY COLOUR PALLET FOR ALL BRANDING 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. C: 79% M: 65% Y: 50% K: 39% R: 59 G: 67 B: 80 C: 51% M: 39% Y: 39% R: 125 G: 127 B: 128 C: 0% M: 86% Y: 62% R: 232 G: 63 B: 76 C: 57% M: 78% Y: 6% R: 135 G: 78 B: 148 C: 64% M: 11% Y: 0% R: 82 G: 180 B: 230 C: 45% M: 0% Y: 91% R: 162 G: 198 B: 56 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. C: 16% M: 11% Y: 10% C: 0% M: 0% Y: 0% R: 221 G: 222 B: 225 R: 255 G: 255 B: 255 Here are some key points for each group which will aid the development of secondary colours and imagery: CONFERENCES (BLUE) Sober Attractive Elegant Innovative ADDITIONAL PRIMARY COLOURS UNIQUE TO EVENT GROUPS CONFERENCES EXPOS SUMMITS C: 100% M: 79% Y: 21% K: 5% R: 22 G: 66 B: 126 C: 0% M: 86% Y: 62% R: 232 G: 63 B: 76 C: 82% M: 32% Y: 100% K: 23% R: 48 G: 110 B: 46 EXPOS (RED) Vibrant Busy Energetic Engaging PRIMARY COLOURS UNIQUE TO IR AWARDS SUMMITS (GREEN) Exclusive Sophisticated Reserved. C: 13% M: 98% Y: 11% R: 211 G: 18 B: 120 C: 48% M: 100% Y: 37% K: 21% R: 130 G: 28 B: 83 C: 2% M: 8% Y: 99% R: 255 G: 223 B: 0 C: 60% M: 3% Y: 2% R: 94 G: 193 B: 236 9

10 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 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ. %? $. Avenir LT Std 65 Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ. %? $. Avenir LT Std 95 Black ABCDEFGHIJKLMNOPQRSTUVWXYZ. %? $. General Text: Brix Slab Light ABCDEFGHIJKLMNOPQRSTUVWXYZ. %? $. Brix Slab Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ. %? $. Brix Slab Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ. %? $. 10

IMAGERY SELECTION - PHOTOGRAPHY Photography plays a vital role in conveying a visual identity.

PERSPECTIVES FOR EXAMPLE: INTERNET RETAILING CONFERENCE 2016 THEME: NEW HORIZONS FOR EXAMPLE: EDELIVERY 2016 THEME:

photographic imagery you must consider the Perspective.

Worms Eye Perspective Macro Images/Extreme close-ups Atmospheric Perspective Choose a perspective that encompasses

Please bare in mind the following key points when selecting imagery for the theme.

11 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. PERSPECTIVES FOR EXAMPLE: INTERNET RETAILING CONFERENCE 2016 THEME: NEW HORIZONS FOR EXAMPLE: EDELIVERY 2016 THEME: PRACTICALITY EXAMPLE EXAMPLE EXAMPLE EXAMPLE EXAMPLE EXAMPLE 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) 11

IMAGERY SELECTION - SUPPORTING Not only will you need choose an overall image

On the right are a few demonstrations of how you might present images of people,

the following: 46 33 4 3 5 34 2 1 9 TRACK 1: THE CUSTOMER 32 8 12 37 7 SPONSORED

SPONSORED BY 38 18 22 27 36 35 21 26 43 25 29 24 TRACK 3: PRESS THE ORDER OFFICE

copyright. Product shots may need to adhere to their own company guidelines.

PEOPLE These are examples of networking images, speaker headshots and

12 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: TRACK 1: THE CUSTOMER SPONSORED BY TRACK 2: PRODUCTS & SERVICES 23 SPONSORED BY TRACK 3: PRESS THE ORDER OFFICE SPONSORED BY DOWN TO WORKSHOPS SPEAKERS O PRESS OFFIC Using black and white images, will this be practical? WORKSHOPS WORKSHOPS 45 ORGANISERS OFFICE REGISTRATION 42 ENTRANCE Having logos in one colour, does these company brand guidelines allow for this? KSHOPS 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? WORKSHOP 6 RichRelevance 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. 12

SYMBOLISM Symbolism can be devised from R in the

This can be done in various ways and can alter from one

The shapes These cannot be altered/skewed or

effects to overlay on top of solid colours Soft Light

13 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. The shapes These cannot be altered/skewed or de-constructed in anyway On the right is a demonstration of how this can be used. Placement If you have a square, then you can move the symbol around with in it. Watermarks and overlays with colour You 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 imagery You can use various effects to overlay on top of imagery 13

14 MARKETING EXAMPLES 14

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