Logo - Effie

Brand Guidelines
August 2009
Page Logo
Logo
Logo
(Primary)
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.
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.
Symbol
Pantone 872 C
Pantone 872 C 70%
Wordmark
Pantone Process Black C
Pantone 872 C
Page Logo (Primary)
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).
Logo
(Country and Region Variations)
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.
Wordmark
Pantone Process Black C
Pantone 872 C
Date typeface: Chalet London
Nineteen Seventy
Country
Pantone 872 C 70%
Typeface: ITC Avant Garde Bold
lowercase match cap height/match tracking and leading of wordmark
Symbol
Pantone 872 C
Pantone 872 C 70%
Wordmark
Pantone Process Black C
Pantone 872 C
Date typeface: Chalet London
Nineteen Seventy
Region
Pantone 872 C 70%
Typeface: ITC Avant Garde Bold
lowercase match cap height/match
tracking and leading of wordmark
Page Logo (Country and Region Variations)
Symbol
Pantone 872 C
Pantone 872 C 70%
Color Palette
The 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.
Pantone 872 C
C 20 M 30 Y 70 K 15
Pantone 877 C
C 00 M 00 Y 00 K 40
Pantone 8562 C
C 41 M 74 Y 69 K 43
Pantone Process Black C
C 00 M 00 Y 00 K 100
Pantone 877 C 70%
C 00 M 00 Y 00 K 28
Pantone 8562 C 70%
C 39 M 56 Y 51 K 11
Pantone Process Black C 80%
C 01 M 01 Y 01 K 80
Secondary Color Palette Tints
Pantone 872 C 70%
C 14 M 21 Y 49 K 11
Page Color Palette
Primary Color Palette
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).
Page Logo Usage (Color Variation)
Logo Usage
(Color Variation)
Clear Space
and Scale
Page 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.
50%
1/2 inch
Note: Minimum Size
&$$-
100%
Background Control
White Space
Colored Space
Gradient Space
Photographic White Space
Photographic Colored Space
Photographic Negative Space
Page 10 Background Control
When 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.
Incorrect Usage
Do not change the color of the logo.
Do not stretch or distort the logo.
Do not place logo on a
confusing background.
Do not change the proportions of
the logo elements.
Do not rearrange the
logo elements.
Do not change the orientation
of the symbol.
chile
Do not change the typeface
of the location, region, country.
WORLDFESTIVAL
Do not change the orientation
or typeface of the date.
Do not change the
World Festival typeface.
Page 11 Incorrect Usage
The 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.
Typography
The 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.
Aa Bb Cc Dd Ee Ff Gg Hh Ii
0123456789
Aa Bb Cc Dd Ee Ff Gg Hh Ii
0123456789
ITC Avant Garde Medium-used for body text
!A"B#C$D%E&F'G(H)I
ITC Avant Garde Book-used for body text special headlines, bi-lines, notes
$%&'()*+,Chalet London Nineteen Seventy-used for date award and logo
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 Zz
0123456789
Verdana Regular-used for web applications
Page 12 Typography
ITC Avant Garde Bold-primary typeface used for titles, headlines, bi-lines
Typography Usage
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.
Page 13 Typography Usage
Headlines are ITC AVANT GARDE BOLD. The color
for a headline should be selected from one of
the primary colors.
Live Examples
Annual Journal
SILVER WINNER
MEDIA COMPANIES
GOLD WINNER
Nike Bauer
TLC
NIKE BAUER HOCKEY
Chris Zimmerman
Pres.-CEO
THE LEARNING CHANNEL
David Abraham
Exec.VP-Genl. Mgr.
Chris Lindner
VP-Global Mktg.
Derek Koenig
Sr. VP-Mktg
Ed Saunders
Steve Jones
U.S. Brand Mktg. Mgr.
Global Comm. Mgr.
Neile Hartman
Doug Seybert
Dir.-Mktg. Strategy
Dir.-Mktg. Strategy
Darryl Hughes
Canadian Mktg. Mgr.
Amy Winter
Creative Dir.
OLSON
MEDIA IDEA
SILVER WINNERS
KTRS
THE MARTIN AGENCY
Bob Molhoek
VP-Bus. Strategy Officer
Christopher Mumford VP-Mgmt. Super.
Arturo Mendiola
Andrew Donlan
Sr. Acct. Exec.
Acct. Exec.
Sarah Burgess
Kathy Cho
Acct. Super.
Acct. Coord.
Steve Knapp
Jen Hale
Media Dir.
Media Strategist
Katherine Wintsch
Mike Hughes
VP-Sr. Strategic Planner
Pres.-Mngng. Part. Creative Dir.
McDonald’s Restaurants
KTRS
Tim Dorsey
Craig Unger
McDONALD’S USA
Pres.
Station Mgr.
SCHUPP CO.
Corey Lawson
Acct. Exec.
DDB SEATTLE
John Livengood
Anthony Simmons
Sr. Writer
Scott Manning
Sr. VP-Acct. Group Dir.
Mike Conway
Jim Mayfield
Assoc. Creative Dir.
Sr. VP-Creative Dir.
Eric Gutierrez
Shaun Stripling
Creative Dir.
Assoc. Strategy Dir.
Exec. VP-Exec. Creative Dir.
Brett Siemen
Sr. Art Dir.
Matt Gilmore
Matt Griffin
Copywriter
Acct. Super.
Kelly Showalter
Sr. Production Mgr.
PHD
CREW CREATIVE AGENCY
OMD SEATTLE
Teri Bauer
Genl. Mgr.
Katie Bergerud
Assoc. Dir.-Strategy
BE THE ONE
LIFE LESSONS
To combat an all-out assault from Reebok, Nike made an
unprecedented move by creating the Nike Bauer brand. Bauer,
TLC’s ad sales and ratings were down, and viewers were emotionally disconnected from the network. With the heyday of “Trading
a long–established hockey company, was the first brand to share
the Nike name and logo. This campaign helped establish the new
Spaces” long gone, viewers and ad buyers weren’t sure what TLC
stood for any more. TLC needed a new identity. With this campaign,
brand’s credibility among hockey–crazed kids.
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.
&$$+
LEISURE PRODUCTS
ST. LOUIS CARDINALS – MISSING BIRDS
WE’RE UP WHEN YOU’RE UP
In an unusual use of outdoor, the St. Louis Cardinal/KTRS’ campaign
The unusual affinity between an “open 24 hours” promotion and
created a deafening buzz. After 52 years of Presented
being broadcast
“don’t drink and drive” message afforded an opportunity for Mcbyon
KMOX, Cardinal’s games moved to 550 KTRS,
a move
new
Donald’s
to demonstrate
community commitment while increasing
The
New the
York
American
Marketing
Association
station wanted to communicate. To do so, six pairs of sequential
late night store traffic. Bar coasters, free rides home in a pimped-out
outdoor boards were secured throughout the city. The lead board
cab, even Ronald’s wallet as collateral provided multiple campaign
was a Cardinals’ board and the following board was a KTRS board.
The message evolved throughout the campaign to create one
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
cohesive message between the two boards.
were chosen because who needs McDonald’s more at 2 a.m. than
58
59
2007 EFFIE AWARDS
Event Ticket
4HURSDAY*UNETH
Sponsored by
5:30 PM
6:30 PM
Cocktail Reception
Dinner and Gala Awards Program
The Altman Building
Metropolitan Pavilion
135 W. 18th Street
125 W. 18th Street
between 6th & 7th Avenues
New York City
between 6th and 7th Avenues
New York City
&$$+
Sponsored by Discovery Networks
Gala Sponsors
Page 25 Live Examples
people in need of sobering up?
Live Examples (Continued)
Page 26 Live Examples (cont.)
Winner’s Certificate
Invitation
2007 EFFIE AWARDS
Thursday, June 7th 2007
6:30 PM
Cocktail Reception
Dinner and Gala Awards Program
The Altman Building
Metropolitan Pavilion
135 W. 18th Street
125 W. 18th Street
between 6th & 7th Avenues
between 6th and 7th Avenues
New York City
New York City
FPO
&$$+
Sponsored by Discovery Networks
RSVP
Priority Tables of Ten Regular Tables of Ten Individual Tickets To order your tickets go online to
www.effie.org
Seating is allocated on a first come, first served paid basis.
Paper provided by Sappi
Gala Sponsors
Effie Awards
116 East 27th Street, 6th Floor
New York, NY 10016
5:30 PM
Live Examples (Continued)
Page 27 Live Examples (cont.)
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