OFFICIAL IDENTITY OFFICIAL IDENTITY

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1 INTRODUCTION Introducing the new BBDO logo. I believe you will find the system to be forward looking and modern, yet timeless. The new logo doesn t have a country or city name attached to it. That s because we re one BBDO, helping each other and sharing the same values around the world. A nimble global boutique if you will. The new logo is a forward looking representation of this. LOGO 1

2 OFFICIAL IDENTITY OFFICIAL IDENTITY There is one official BBDO logo to be used in representing the company name. For certain offices that use BBDO in conjunction with another identity name (i.e. Clemenger BBDO) there are suggestions on the following page. The logo as it is to be generally used has one color for the primary BBDO logo (Red Pantone 1795). LOGO 2

3 ALTERNATE IDENTITIES ALTERNATE IDENTITIES IN HORIZONTAL FORMAT ALTERNATE IDENTITIES IN VERTICAL FORMAT LOGO 3

4 PROXIMITY GUIDELINES PROXIMITY IDENTITY The Proximity logo and guidelines are not affected by the new BBDO logo and guidelines. Please continue to utilize the current Proximity branding. For Asia and Germany where our entities are branded BBDO Proximity we ve included the recommended logo treatment. LOGO 4

5 ALTERNATE IDENTITIES ALTERNATE IDENTITIES SHOULD FOLLOW THESE GUIDELINES HORIZONTAL FORMAT GUIDELINES FONT: GOTHAM BLACK TRACKING/LETTERSPACING MUST BE 30 SIZE: THE HEIGHT OF THE COMPANY NAME IS EQUAL TO THE HEIGHT OF BBDO SPACING: THE SPACE BETWEEN THE NAME OF THE COMPANY AND BBDO SHOULD BE A SIMILAR SIZE TO THE SPACING BETWEEN THE LETTERS OF THE COMPANY NAME. VERTICAL FORMAT GUIDELINES FONT: GOTHAM BLACK TRACKING/LETTERSPACING MUST BE 30 JUSTIFICATION: THE VERTICAL FORMAT OF THE ALTERNATE IDENTITIES SHOULD ALWAYS BE CENTERED. = 1/3 of the height of the BBDO wordmark. SIZE: THE HEIGHT OF THE COMPANY NAME IS EQUAL TO THE HEIGHT OF BBDO SPACING: THE SPACE BETWEEN THE NAME OF THE COMPANY AND BBDO SHOULD BE 1/3 OF THE HEIGHT OF BBDO. LOGO 5

6 PROTECTION AREA AND SIZING PROTECTION AREA The protection area allows the logo to remain independent of other elements of the layout. = 1/3 of the height of the BBDO wordmark. = 1/2 of the height of the BBDO wordmark. = 1/2 of the height of the BBDO wordmark. MINIMUM SIZE To ensure logo legibility, it is important that it not be reproduced in diminutive dimensions. The recommended minimum size is.75 inches in width for the primary logo in. MINIMUM SIZE (FOR ALTERNATE IDENTITIES) The recommended minimum size is.125 inches in height for the alternate identity in horizontal format. The recommended minimum size is.25 inches in height for the alternate identity in vertical format in in. LOGO 6

7 IMPROPER LOGO USAGE EXAMPLES Never, under any circumstances, should the official characterisitcs of the logo be altered. The following examples demonstrate incorrect logo usage. Do not change color outside of specified color palette. Do not change the angle of the logo. Do not change the typography. Do not move elements. Do not change the logo layout. Do not use any other background other than red, black or white. Do not modify logo elements. Do not change the established proportions. LOGO 7

8 TYPOGRAPHY PRIMARY TYPOGRAPHY The Gotham font is to be used for all BBDO communications except for the signature. To highlight specific words or layout elements, it is recommended that varying weights of the Gotham family be used. NOTE: This is NOT unlimited license. Gotham must be installed on each computer that NEEDS to use the font. GOTHAM BOOK abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ GOTHAM MEDIUM abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ GOTHAM BOLD abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ GOTHAM BLACK abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ TYPOGRAPHY 8

9 TYPOGRAPHY For computers which do not have Gotham font installed on them, please use Arial. Also, for all signatures use Arial as the font so that they are compatible when sending to other computers who do not have Gotham installed. Please use Gotham for any other communications. ARIAL REGULAR abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ ARIAL BOLD abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ TYPOGRAPHY 9

10 COLOR PALETTE PRINCIPAL COLORS The brand colors are comprised of BBDO Red and BBDO Black BBDO RED PMS: 1795 C CMYK: 0 / 94 / 100 / 0 RGB: 238 / 52 / 35 WEB INDEX: EE3423 BBDO BLACK PMS: Process Black C CMYK: 0 / 0 / 0 / 100 RGB: 35 / 31 / 32 WEB INDEX: 231F20 IMAGING 10

11 LETTERHEAD LETTERHEAD DESIGN FOR INDIVIDUALS We recommend using Gotham font for letter text. If you do not have that on your computer system, then please use Arial. It is important, however, to respect the official layout of the page and align text to the left. The recommended paper stock is: Mohawk - Beckett Collection Concept Color: Radiance Weight: 70 Text 0.5 in. 2 in. 0.5 in. 1.5 in. 0.5 in. GOTHAM BOLD 10 PTS/8 PTS GOTHAM BOLD 6 PTS/8 PTS LOCATION OF WHERE TITLE REFERS TO (I.E. NORTH AMERICA, GERMANY, MINNESOTA) 2.5 in. DAVID LUBARS CHAIRMAN CHIEF CREATIVE OFFICER NORTH AMERICA Text Area 11 in. GOTHAM MEDIUM 6 PTS/8 PTS GOTHAM BOOK 6 PTS/8 PTS BBDO, 1285 AVENUE OF THE AMERICAS, NEW YORK, NY PHONE MOBILE in. 8.5 in. 11

12 LETTERHEAD GENERAL LETTERHEAD DESIGN FOR OFFICES We recommend using Gotham font for letter text. If you do not have that on your computer system, then please use Arial. It is important, however, to respect the official layout of the page and align text to the left. For recommended paper stock please see previous page. 0.5 in. 0.5 in. 2 in. 1.5 in. 0.5 in. 2 in. Text Area 11 in. GOTHAM MEDIUM 6 PTS/8 PTS GOTHAM BOOK 6 PTS/8 PTS BBDO NEW YORK, 1285 AVENUE OF THE AMERICAS, NEW YORK, NY PHONE FAX BBDO.COM 0.5 in. 8.5 in. 12

13 LETTERHEAD LETTERHEAD DESIGN FOR BBDO PROXIMITY This is the letterhead design for individuals at BBDO Proximity. The letterhead that is to be used for the office for general purposes is the same as this, but the name and information for the individual should be removed. 0.5 in in. 2 in. 0.5 in in. 0.5 in. GOTHAM BOLD 7 PTS/8 PTS GOTHAM BOLD 6 PTS/8 PTS LOCATION OF WHERE TITLE REFERS TO (I.E. NORTH AMERICA, GERMANY, MINNESOTA) 2 in. CHRIS THOMAS CHAIRMAN CHIEF EXECUTIVE OFFICER ASIA PACIFIC Text Area 11 in. GOTHAM MEDIUM 6 PTS/8 PTS GOTHAM BOOK 6 PTS/8 PTS BBDO ASIA PACIFIC, SUITE 1501, 15/F, CITYPLAZA 4, 12 TAIKOO WAN ROAD, TAIKOO SHING, HONG KONG PHONE FAX PROXIMITYWORLD.COM 0.5 in. 8.5 in. 13

14 BUSINESS CARDS 1.5 in. We recommend printing the business cards using a matte black in in. BBDO LOGO CENTERED IN MIDDLE OF CARD in in in. GOTHAM BOLD 10 PTS/8 PTS GOTHAM BOLD 6 PTS/8 PTS LOCATION OF WHERE TITLE REFERS TO (I.E. NORTH AMERICA, GERMANY, MINNESOTA) GOTHAM BOLD 6 PTS/8 PTS GOTHAM BOOK 6 PTS/8 PTS GOTHAM BOLD 6 PTS/8 PTS DAVID LUBARS CHAIRMAN CHIEF CREATIVE OFFICER NORTH AMERICA PHONE MOBILE BBDO.COM 1285 AVENUE OF THE AMERICAS, NEW YORK, NY BUSINESS CARD USING QR CODE (OPTIONAL) 0.35 in. DAVID LUBARS CHAIRMAN CHIEF CREATIVE OFFICER QR CODE IS.35 INCHES DIRECTS TO COMPANY URL. PHONE MOBILE BBDO.COM 1285 AVENUE OF THE AMERICAS, NEW YORK, NY

15 BUSINESS CARDS ALTERNATE IDENTITIES Follow these guidelines for the front of business cards that have agency names accompanying the BBDO logo..3 in..3 in. LOGO SIZING: THE LOGO SHOULD GO AS LARGE AS POSSIBLE WITHOUT BEING WIDER THAN THE MARGIN OF.3 INCHES. LOGO CENTERED IN MIDDLE OF CARD in. COLOR: THE COMPANY NAME SHOULD ALWAYS BE WHITE NEXT TO THE RED BBDO LOGO in. OTHER LANGUAGES Follow these guidelines for the back of business cards that will include other languages on their business card. These are to be followed when you are using special characters or another language mixed with English. SPECIAL CHARACTERS FOR NAME/ GOTHAM MEDIUM 10 PTS/8 PTS SPECIAL CHARACTERS FOR TITLE/ GOTHAM BOLD 6 PTS/8 PTS FOR TITLE AND LOCATION LOCATION OF WHERE TITLE REFERS TO (I.E. KOREA, CHINA) GOTHAM BOLD 6 PTS/8 PTS GOTHAM BOOK 6 PTS/8 PTS GOTHAM BOLD 6 PTS/8 PTS 임혜림 / LIM HYE LIM 제작본부 / 사원 ART DIRECTOR BBDO KOREA, INC. PHONE MOBILE BBDO.CO.KR SUNGAM BLDG, 114 NONHYUN-DONG, KANGNAM-GU, SEOUL, KOREA USE SPECIAL CHARACTERS OR OTHER LANGUAGES FOR THE NAME OF THE PERSON AND THEIR TITLE. EVERYTHING ELSE CAN BE WRITTEN IN ENGLISH. 15

16 BUSINESS CARDS BUSINESS CARDS FOR BBDO PROXIMITY Follow these guidelines for the front of business cards that have agency names accompanying the BBDO logo..3 in..3 in. LOGO SIZING: THE LOGO SHOULD GO AS LARGE AS POSSIBLE WITHOUT BEING WIDER THAN THE MARGIN OF.3 INCHES in. LOGO CENTERED IN MIDDLE OF CARD. COLOR: THE COMPANY NAME SHOULD ALWAYS BE WHITE NEXT TO THE RED BBDO LOGO in. GOTHAM BOLD 10 PTS/8 PTS GOTHAM BOLD 6 PTS/8 PTS LOCATION OF WHERE TITLE REFERS TO (I.E. NORTH AMERICA, GERMANY, MINNESOTA) GOTHAM BOLD 6 PTS/8 PTS GOTHAM BOOK 6 PTS/8 PTS CHRIS THOMAS CHAIRMAN & CEO ASIA, MIDDLE EAST & AFRICA PHONE MOBILE BBDOASIA.COM USE SPECIAL CHARACTERS OR OTHER LANGUAGES FOR THE NAME OF THE PERSON AND THEIR TITLE. EVERYTHING ELSE CAN BE WRITTEN IN ENGLISH. GOTHAM BOLD 6 PTS/8 PTS SUITE 1501, 15/F, CITYPLAZA 4, 12 TAIKOO WAN ROAD, TAIKOO SHING, HONG KONG 16

17 BUSINESS CARDS BUSINESS CARD SPECIFICATIONS EXECUTIVE CARDS SIZE: X STOCK: 130 lb. Cougar Opaque Smooth DT Cover (Uncoated Stock) INK COLORS: Printed on 2 sides with 2 hits Dense Black + 2 Hits 1795 Red + overall aqueous BINDERY: Side 1: Clear foil over BBDO logo TRIM TO SIZE TINT EDGES BLACK GENERAL CARDS SIZE: X STOCK: 130 lb. Cougar Opaque Smooth DT Cover (Uncoated Stock) INK COLORS: Printed on 2 sides with 2 hits Dense Black + 2 Hits 1795 Red + overall aqueous TRIM TO SIZE 17

18 ENVELOPE ADDRESS POSITIONING For the 8.65 inch envelope, margins of 0.3 inches must be respected. The logo must follow the standard dimensions of a 1-inch width. For the A4 envelope, margins of 0.75 inches must be respected. The logo must follow the standard dimensions of a 1.75-inch width IN. X 3.65 IN. ENVELOPE 1 in. 1 in. GOTHAM MEDIUM 6 PTS/8 PTS 1285 AVENUE OF THE AMERICAS NEW YORK, NY Mr. John Doe John Doe Corporation 123 Doe Street New York, NY in. 3.5 in. A4 ENVELOPE 0.75 in in in in. GOTHAM MEDIUM 9 PTS/12 PTS 1285 AVENUE OF THE AMERICAS NEW YORK, NY Mr. John Doe John Doe Corporation 123 Doe Street New York, NY in. 50% OF ACTUAL SIZE 5 in. 18

19 ENVELOPE ENVELOPE FOR BBDO PROXIMITY For the 8.65 inch envelope, margins of 0.3 inches must be respected. The logo must follow the standard dimensions of a 1-inch width. For the A4 envelope, margins of 0.75 inches must be respected. The logo must follow the standard dimensions of a 1.75-inch width IN. X 3.65 IN. ENVELOPE 1 in. GOTHAM MEDIUM 6 PTS/8 PTS 1 in. SUITE 1501, 15/F, CITYPLAZA 4, 12 TAIKOO WAN ROAD, TAIKOO SHING, HONG KONG Mr. John Doe John Doe Corporation 123 Doe Street New York, NY in. 3.5 in. A4 ENVELOPE 1.5 in in. 3 in in. GOTHAM MEDIUM 9 PTS/12 PTS SUITE 1501, 1501, 15/F, CITYPLAZA 15/F, CITYPLAZA 4, 12 TAIKOO WAN 4, 12 ROAD, TAIKOO WAN ROAD, TAIKOO SHING, SHING, HONG KONG HONG KONG Mr. John Doe John Doe Corporation 123 Doe Street New York, NY in. 50% OF ACTUAL SIZE 5 in. 19

20 FOLDER FOLDER (OPTIONAL) Please use the following guidelines if your office is ordering folders with BBDO branding. The standard folder size is 9 x 12. Please adhere to the color guidelines while printing with a matte finish on the folder itself. COVER LOGO SHOULD BE CENTERED ON COVER VERTICALLY AND HORIZONTALLY, AND BE 2 INCHES IN WIDTH. 2 in. 4 in. 12 in. 12 in. FOR BBDO PROXIMITY PLEASE MAKE THE LOGO 4 INCHES WIDE, AND CENTERED VERTICALLY AND HORIZONTALLY 9 in. 9 in. INSIDE SCORE 12 in. 4 in in.

21 CD/DVD TEMPLATE CD These guidelines should be used for printing labels that will go on any CDs or DVDs that requiree BBDO branding. BBDO CD 1.5 in. LOGO SHOULD BE CENTERED VERTICALLY AND HORIZONTALLY AT THE TOP OF DISC, AND BE 1.5 INCHES IN WIDTH. BBDO PROXIMITY 2.5 in. LOGO SHOULD BE CENTERED VERTICALLY AND HORIZONTALLY AT THE TOP OF DISC, AND BE 2.5 INCHES IN WIDTH. 21

22 SIGNATURE The signature template shows the structure of how a signature is to be used, but the amount of information an individual wants to show is optional. Please use Arial as your font for all signatures. SIGNATURE FOR A PC ARIAL BOLD 8 PTS SIMON BOND BBDO LOGO - 80 px wide ARIAL BOLD - 8 PTS ARIAL BOLD - 8 PTS ADDRESS/PHONE NUMBERS ARIAL REGULAR FOR NUMBERS ARIAL REGULAR - 8 PTS RELEVANT WEBSITES ARIAL REGULAR - 8 PTS LIST AWARDS (NAME OF AWARD, WHERE AWARD WAS RECOGNIZED, AND YEARS AWARD WAS GIVEN CMO BBDO & PROXIMITY WORLDWIDE, INC AVENUE OF THE AMERICAS, NEW YORK, NY PHONE MOBILE Most Effective Agency Network, Effie Effectiveness, 2011 Network of the Year, Cannes Festival, 2007, 2008, 2009, 2010 & 2011 Network of the Year, The Gunn Report, 2006, 2007, 2008, 2009 & 2010 Network of the Year, Caples & Echos, 2006, 2007, 2008, 2009 & 2010 Network of the Year, The Big Won Report 2008, 2009 & SIGNATURE FOR A MAC ARIAL BOLD 10 PTS SIMON BOND BBDO LOGO px wide ARIAL BOLD - 10 PTS ARIAL BOLD - 10 PTS ADDRESS/PHONE NUMBERS ARIAL REGULAR FOR NUMBERS ARIAL REGULAR - 10 PTS RELEVANT WEBSITES ARIAL REGULAR - 10 PTS LIST AWARDS (NAME OF AWARD, WHERE AWARD WAS RECOGNIZED, AND YEARS AWARD WAS GIVEN CMO BBDO & PROXIMITY WORLDWIDE, INC AVENUE OF THE AMERICAS, NEW YORK, NY PHONE MOBILE Most Effective Agency Network, Effie Effectiveness, 2011 Network of the Year, Cannes Festival, 2007, 2008, 2009, 2010 & 2011 Network of the Year, The Gunn Report, 2006, 2007, 2008, 2009 & 2010 Network of the Year, Caples & Echos, 2006, 2007, 2008, 2009 & 2010 Network of the Year, The Big Won Report 2008, 2009 &

23 SIGNATURE The signature template shows the structure of how a signature is to be used, but the amount of information an individual wants to show is optional. Please use Arial as your font for all signatures. SIGNATURE FOR A PC ARIAL BOLD 8 PTS CHRIS THOMAS BBDO LOGO px wide ARIAL BOLD - 8 PTS ARIAL BOLD - 8 PTS ADDRESS/PHONE NUMBERS ARIAL REGULAR FOR NUMBERS ARIAL REGULAR - 8 PTS RELEVANT WEBSITES ARIAL REGULAR - 8 PTS LIST AWARDS (NAME OF AWARD, WHERE AWARD WAS RECOGNIZED, AND YEARS AWARD WAS GIVEN CHAIRMAN & CEO BBDO ASIA, MIDDLE EAST & AFRICA SUITE 1501, 15/F, CITYPLAZA 4, 12 TAIKOO WAN ROAD, TAIKOO SHING, HONG KONG PHONE MOBILE Most Effective Agency Network, Effie Effectiveness, 2011 Network of the Year, Cannes Festival, 2007, 2008, 2009, 2010 & 2011 Network of the Year, The Gunn Report, 2006, 2007, 2008, 2009 & 2010 Network of the Year, Caples & Echos, 2006, 2007, 2008, 2009 & 2010 Network of the Year, The Big Won Report 2008, 2009 & SIGNATURE FOR A MAC ARIAL BOLD 10 PTS CHRIS THOMAS BBDO LOGO px wide ARIAL BOLD - 10 PTS ARIAL BOLD - 10 PTS ADDRESS/PHONE NUMBERS ARIAL REGULAR FOR NUMBERS ARIAL REGULAR - 10 PTS RELEVANT WEBSITES ARIAL REGULAR - 10 PTS LIST AWARDS (NAME OF AWARD, WHERE AWARD WAS RECOGNIZED, AND YEARS AWARD WAS GIVEN CHAIRMAN & CEO BBDO ASIA, MIDDLE EAST & AFRICA SUITE 1501, 15/F, CITYPLAZA 4, 12 TAIKOO WAN ROAD, TAIKOO SHING, HONG KONG PHONE MOBILE Most Effective Agency Network, Effie Effectiveness, 2011 Network of the Year, Cannes Festival, 2007, 2008, 2009, 2010 & 2011 Network of the Year, The Gunn Report, 2006, 2007, 2008, 2009 & 2010 Network of the Year, Caples & Echos, 2006, 2007, 2008, 2009 & 2010 Network of the Year, The Big Won Report 2008, 2009 &

24 TEMPLATE INTRODUCTION 24

25 TEMPLATE TEMPLATE To leverage the new template design we have developed a html platform that agencies across the network can utilize. We believe you will find the system very easy to use. Here are instructions to customize your own version of the template. Log onto the web browser via any web browser at: Login: bbdo-newsletter Password: INSTRUCTIONS: 1. Choose a module (BBDO Header or BBDO Proximity Header). Edit the name, title, and business unit in the upper right hand corner. Click Save Module to Newsletter at the bottom of the page. 2. Go back to Step 1. Choose a module (Main Content) and add/edit the content to the . Click Save Module to Newsletter at the middle of the page. 3. Go back to Step 1. Choose a module (Footer Content). Click Save Module to Newsletter at the middle of the page. 4. Click Preview Newsletter to review. To make any changes, go to the Edit button (pencil) next to the module that needs to be revised. Save Module as necessary. 5. When complete, enter your address and send. We recommend sending the to yourself (or the person sending out the ) to review and then sending from Outlook/Entourage so you can leverage any lists that already exist. 25

26 SIGNAGE PROMOTIONAL ITEMS 26

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