JANUARY 2016
Brand guidelines
Guideline
Contents
Page No.
Contents
3–4
Introduction
6—9
Logo
10–11
Colour
12–13
Typography
11
Iconography
12
Sub-brands
12
Brand application
JANUARY 2016
Economics is really just seven billion people's stories, experiences, and choices. It’s about what kind of world we want to live in, what we have, and what we create. Economy is the place to talk about it. We're moving past the frustrating buzzwords and jargon to breathe life back into a subject that shouldn't just be for experts, but for everyone.
These guidelines contain principles, key assets and inspirational examples that will help us on our way.
JANUARY 2016
Core elements
THE LOGO
The primary colours for the Economy logo are Sky Blue, Mint and Black.
THE LOGO
Primary logo
Black and white logo
The primary background colours are White and Charcoal. The black and white logo should be used on the Sky Blue and Mint background colours.
THE LOGO
Black and white logo
The black and white logo can also be used on the more vibrant secondary colours in some executions. The values for these colours can be found on page 10 of these guidelines.
LOGO LOCKUP
It’s everyone’s
THE LOGO
Naughty
Nice
It’s everyone’s
The black and white logo should always be used on background colours that aren’t Charcoal.
It’s everyone’s
STACKED LOGO
In smaller spaces, such as social media avatars, the secondary stacked logo is used.
LOGO SCALE AND PROPORTION
The logo should be centred vertically when possible, with equidistant space above the xheight and below the baseline of the letters in the logo.
LOGO SCALE AND PROPORTION
Naughty
Nice
Economy
Economy
@EconomyAsks
@EconomyAsks
Economy
@EconomyAsks
Economy
@EconomyAsks
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Economy
Economy
@EconomyAsks
@EconomyAsks
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Economy
Economy
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There are no predetermined sizes for the Economy logo. Scale, proportion, and use of the secondary stacked logo should be determined by the available space, aesthetics, function and visibility.
LOGO WATERMARK
Naughty
The black and white stacked logo is used for the watermark in Economy videos, set at 50% opacity. It should not be animated (this is the job of the ‘sting’). Remember - distracting watermarks keep the attention of the audience on something that's not the focus of the video content.
Nice
IMAGE SCALE AND PROPORTION
1 : 2.5
There are no predetermined sizes for the Economy logo. Scale, proportion, and use of the secondary stacked logo should be determined by the available space, aesthetics, function and visibility.
1 : 1.6
IMAGE SCALE AND PROPORTION
1 : 2.5
Full neutral overlayed blocks leading to feature stories and areas. A 5:7 ratio 'Read more' animates with interaction
1 : 1.6
IMAGE SCALE AND PROPORTION
Naughty
Nice
Area of focus
Commissioned artwork for banners should be determined by the available space, aesthetics, function and visibility.
Area of focus
COLOUR PALETTE
Hex #19C2FA
Sky blue
Charcoal
CMYK 67/0/0/0
Hex #43D5A6
Mint
CMYK 63/0/48/0
Hex #1D1D1B
Black
CMYK 74/65/63/81
RGB 25/194/250
RGB 67/213/166
RGB 29/29/27
Hex #142A37
Hex #EEF0F1
Hex #FFFFFF
CMYK 94/71/52/61 RGB 20/42/55
The Economy colour palette has three primary logo colours: Sky blue, Mint and Black. There are three primary background colours: Charcoal, Breeze and White.
Breeze
CMYK 8/4/5/0 RGB 238/240/241
White
CMYK 0/0/0/0 RGB 255/255/255
COLOUR PALETTE
Cranberry
Hex #EA4D4E CMYK 0/81/93/0
Hex #DCBB06
Mustard
RGB 234/77/78
Hex #9E6214
Tawny
Slate
CMYK 28/59/100/24
Grape
CMYK 16/22/97/3
Hex #6F50FF
Hex #E57333
CMYK 79/72/0/0
Hex #A0AFB5
Hex #ED7A8A
RGB 160/175/181
The Learn colours can also be used as highlights and backgrounds.
CMYK 90/49/30/15 RGB 3/99/132
RGB 110/80/255
Rose
Navy
RGB 220/187/6
RGB 158/98/20
CMYK 41/23/24/4
Hex #036384
CMYK 1/64/30/0 RGB 237/122/138
Pumpkin
CMYK 5/64/84/0 RGB 229/115/51
PRIMARY COLOURS
Hex #19C2FA
Hex #43D5A6
CMYK 67/0/0/0
Sky blue
Mint
Hex #1D1D1B
CMYK 63/0/48/0
Black
CMYK 74/65/63/81
RGB 25/194/250
RGB 67/213/166
RGB 29/29/27
Hex #142A37
Hex #EEF0F1
Hex #FFFFFF
BACKGROUND COLOURS
Charcoal
CMYK 94/71/52/61
Breeze
RGB 20/42/55
CMYK 8/4/5/0
White
CMYK 0/0/0/0 RGB 255/255/255
RGB 238/240/241
SECONDARY HIGHLIGHT COLOURS
Hex #EA4D4E Cranberry
Tawny
CMYK 0/81/93/0
Hex #036384
Hex #DCBB06 Mustard
CMYK 16/22/97/3
Navy
CMYK 90/49/30/15
Hex #A0AFB5 Slate
CMYK 41/23/24/4
RGB 234/77/78
RGB 220/187/6
RGB 3/99/132
RGB 160/175/181
Hex #9E6214
Hex #6F50FF
Hex #E57333
Hex #ED7A8A
CMYK 28/59/100/24 RGB 158/98/20§
Grape
CMYK 79/72/0/0 RGB 110/80/255
Pumpkin
CMYK 5/64/84/0 RGB 229/115/51
Rose
CMYK 1/64/30/0 RGB 237/122/138
TYPOGRAPHY
Sofia pro - primary
JANUARY 2016
Aa Bb Cc 0123456789
Freight text - secondary
Aa Bb Cc 0123456789
Aa Bb Cc 0123456789
Aa Bb Cc 0123456789
Aa BbCc 0123456789
Aa BbCc 0123456789
Selected typefaces are Sofia Pro for its friendly conversational titles, paired with Freight Text, for it's confident, informative tone for body copy.
TYPOGRAPHY
JANUARY 2016
H1 Sofia Bold, 50px
The Question of Equality
H2 Freight Regular, 30px
What difference does it make how equal a society is?
p big Sofia Semi Bold, 24px
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p small Freight Regular, 18px
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam. Dates, times, tags, locations, image captions, credits, footnotes and informative texts.
p captions and info Sofia Light, 14px
Published: December 19th 2015 Image Credit: Joe Bloggs
JANUARY 2016
Brand devices
DYNAMIC LOGO
Just as the Economy platform is an ever evolving space created by everyone, so is the Economy identity. A template has been made for a rich mix of creatives and contributors to create their own unique interpretation of the O’s in the Economy logo.
GLOBAL PEOPLE PATTERN
A template has been made for a rich mix of creatives and contributors to create their own unique interpretation of the O’s in the Economy logo.
JANUARY 2016
GEOMETRIC PEOPLE PATTERN
GEOMETRIC PEOPLE PATTERN
ICONOGRAPHY
JANUARY 2016
You
Your Livelihood
Your Workplace
Your Money
Your Home
Your Society
Your Government
Your World
Your Future
Your Economics
The Learn resource uses colour and iconography to help users navigate the 10 different sections.
BRAND APPLICATION
Your Livelihood
JANUARY 2016
You
Your Society
Your World
SUB-BRANDS
asks explores
meets kids The Engage content is divided into ‘Subbrands’ of content, each inheriting the use of the Dynamic O’s in the logo.
JANUARY 2016
Applying the brand Bringing the identity to life
BRAND APPLICATION
JANUARY 2016
BRAND APPLICATION
23,000
BRAND APPLICATION
JANUARY 2016
JANUARY 2016
What we sound like Economy tone of voice - what we say and how we say it
Economics jargon can be really frustrating, so Economy is all about finding clear and simple ways to talk about it.
Inclusive Economics jargon can be really frustrating, so Economy is all about finding a language that feels inclusive. This means our voice should be straightforward, conversational and friendly - the way people sound when they speak to each other in the cafe, the market, the street.
Empowering Our voice should also inspire confidence. We’ll never use fancy jargon for its own sake. Instead, we’ll speak in a voice that’s simple and direct, but that never talks down to people. We’re here to spark conversations and to listen to what gets said.
Playful We’re playful, passionate and curious in the way we talk: always asking questions, always looking for responses. We’re unafraid to be irreverent, to make a joke and to find the funny side of a serious subject. We believe humour is a great leveller!
Balanced We’re honest and humble, so never claim to have all the answers. We’re aware there are many different perspectives in the world, and seek to reflect this diversity of ideas and opinion. This means we consider the impact of what we say, choose our words carefully, and strive for a voice that conveys objectivity and fairness.
What we sound like Inclusive Economics jargon can be really frustrating, so Economy is all about finding a language that feels inclusive. This means our voice should be straightforward, conversational and friendly the way people sound when they speak to each other in the cafe, the market, the street.
Playful We’re playful, passionate and curious in the way we talk: always asking questions, always looking for responses. We’re unafraid to be irreverent, to make a joke and to find the funny side of a serious subject. We believe humour is a great leveller!
Empowering
Balanced
Our voice should also inspire confidence. We’ll never use fancy jargon for its own sake. Instead, we’ll speak in a voice that’s simple and direct, but that never talks down to people. We’re here to spark conversations and to listen to what gets said.
We’re honest and humble, so never claim to have all the answers. We’re aware there are many different perspectives in the world, and seek to reflect this diversity of ideas and opinion. This means we consider the impact of what we say, choose our words carefully, and strive for a voice that conveys objectivity and fairness.
It’s everyone’s
