Transcript Brand Guidelines

Opportunity for Impact™
Capital Markets for Social Good™
Brand Guidelines
LOGO, COLORS, FONTS & STYLE
JUNE 2013
Contents
IIX and Shujog Colors (RGB, CMYK, etc.)
◦ IIX Colors
◦ Shujog Colors
Corporate Fonts
Incorrect and Correct Logo Use
◦ Distorted Logo
◦ Orphaned Logo
Tagline Use
Writing Format
◦ Address Format
◦ Common Nouns into Proper Nouns
◦ Asia Pacific vs Asia-Pacific
IIX and Shujog Colors
IIX Blue:
◦ RGB: 25, 161, 213
◦ CMYK: 74, 19, 3, 0
◦ Hex code: #19a1d5
IIX Green:
◦ RGB: 151, 168, 60
◦ CMYK: 46, 20, 100, 2
◦ Hex code: #97a83c
Byline:
◦ RGB: 64, 64, 64
Capital Markets for Social Good™
IIX and Shujog Colors
Shujog Green:
◦ RGB: 151, 168, 60
◦ CMYK: 46, 20, 100, 2
◦ Hex code: #97a83c
Shujog Blue (used in ACTS)
◦ RGB: 14, 165, 223
◦ CMYK: 73, 18, 0, 0
◦ Hex code: #0ea5df
Byline:
◦ RGB: 64, 64, 64
Opportunity for Impact™
Corporate Fonts
Font in logos:
◦ IIX and IIX product logos: Letter Gothic Std (bold)
◦
◦
Kerning: -10
Vertical scale: 10%
◦ Shujog and Shujog product logos: Base fonts are a mix of Samarkan and Harrington
◦ ACTS and Mark in Shujog ACTS and Impact Mark logos: Helvetica Bold
Corporate Font in flyers, teasers, presentations, etc:
◦ Corbel in headings
◦ Calibri in body
◦ Use Calibri for numbers (1,2,3,4, etc.), even when the number is in a heading
EDMs, Press Releases and any email marketing:
Verdana in Headings and body
Spacing: 1 ½ between lines.
Incorrect & Correct
Logo Use
Distorted Logo

Incorrect

Correct

Hold “Ctrl” when resizing to avoid
distorted logo
Orphaned Logo
Correct placement when using
IIX and Shujog together

Size of IIX and Shujog logos are
proportional

IIX logo precedes Shujog

IIX

Incorrect

IIX and Shujog are
center aligned
Space in between IIX and
Shujog logos is ideally &
approximately the width of X
in the IIX logo
Tagline Use

Include tagline only when it is
readable

Incorrect
Opportunity for Impact™
Capital Markets for Social Good™
Opportunity for Impact™
Capital Markets for Social Good™
Writing Format
Address Format
IIX and Shujog are based in Singapore and follow the Singapore format in writing the address:
Impact Investment Exchange Asia (IIX)
38 Carpenter St.
#02-01, Hui Seng Building
Singapore 059917
Impact Investment Shujog
38 Carpenter St.
#02-01, Hui Seng Building
Singapore 059917
Common Nouns into Proper Nouns
Always capitalize the first letters for:
◦ Impact Investing
◦ Social Enterprise
Durreen will keep going back to you to change it if you do not do this. It’s
a hard battle many have fought.
Asia Pacific vs Asia-Pacific
There was a copy-editing debate going on in Impact Partners and IIX on the placement of a
hyphen in Asia-Pacific. Some liked, some did not. Hence, it was all agreed upon – and approved
via email – that IIX will NOT use the hyphen.
◦ “Asia-Pacific” is defined by the Asia-Pacific Economic Council (APEC) and the Asian Development Bank
Handbook of Style (p.106, 2011) and Usage Branding Book as “the Pacific basin, including East and
Southeast Asian countries, Australia, New Zealand, the Pacific island countries, and countries in North
and South America bordering the Pacific Ocean.” IIX and Shujog are not yet present in all countries in
the Pacific basin.
◦ Always use “Asia Pacific”