Visual Guidelines July SocialGood. All Rights Reserved

The practical purpose of this document is to introduce the + brand to everyone who produces communications, and to provide rules for its correct and consistent implementation. These rules are not intended to restrict expression. They should give greater freedom to concentrate on the content of the work. However, each individual piece of work must build awareness of, and reinforce the components of the brand: Values, Attributes and Behavior. 2013 +. All Rights Reserved

0. Contents 1. What is +? 2. The Primary Logo 3. The Secondary Logo 4. Alternate versions 5. Customizing your Logo 6. Color Palette 7. Typefaces 8. Backgrounds 9. The Logo Size 10. Exclusion Zones 11. Use with Partner Brands 12. Photography / Art Direction 13. Using the logo... 14. What to Avoid 4 5 6 7 8 15 20 22 23 24 25 26 27 32 2013 +. All Rights Reserved 3

1. What is +? Technology + New Media = Better World + unites a global community of innovators around a shared vision: The power of technology and new media to make the world a better place. This is a community of connectors, bringing together ideas and action in our social media era. The + engagement platform provides a space for a truly global conversation to take shape a place where connectors can collaborate, share best practices, influence local and global agendas, and find new ways to translate their vision into action. 2013 +. All Rights Reserved 4

2. The Primary Logo The + identity is a direct, positive call to action for anyone who wants to join our community and bring ideas and actions. It is also a call encouraging the wider public to support and participate. Two colors version horizontal logo 2013 +. All Rights Reserved 5

3. The Secondary Logo For flexibility in certain applications, the words and symbol can be rearranged in a vertical and more condensed format. The relationship between these elements is fixed and should not be altered in any way. Social Good Two colors version vertical logo 2013 +. All Rights Reserved 6

4. Alternate versions For reversed, black & white, one color and printing: Reversed version horizontal logo Reversed version vertical logo Grayscale colors version horizontal logo Grayscale colors version vertical logo One color version horizontal logo One color version vertical logo One color reversed version horizontal logo One color reversed version vertical logo 2013 +. All Rights Reserved 7

5. Customizing your logo Each + Event should have its own visual identification. In order to maintain and preserve the same identity across the globe, we suggest you to follow the same rules appearing in this manual (typeface, type case, position, sizes, etc..). Your + Event logo must appear on your website and on all outbound communications with speakers, attendees and sponsors, and on all PR and marketing materials. Roma + Diplomacy + Gibraltar + Freedom + Malta + Sustainability + Vancouver + Freedom of Speech + Doha + Love + Pretoria + Women s Rights + Buenos Aires + Moms + Amsterdam + Politics + Riad + Urban Development + Nantes + Water + London + Mobility + 2013 +. All Rights Reserved 8

5. Customizing your logo There are different ways to generate your logo, depending on the approach (an issue-oriented event) and/or location. Look at these examples: Horizontal Versions Vertical Versions City + Toronto City + Gibraltar Subject + Refugees City + Subject + Tunis Youth Social Good Subject + Diplomacy Social Good City + Subject + London + Moms Social Good 9 2013 +. All Rights Reserved

5. Customizing your logo The basic idea is to add + the city and/or the subject to the +. On horizontal versions the words are always placed on the left, before the + logo: City Subject City Subject 2013 +. All Rights Reserved 10

5. Customizing your logo These are technical information you need to know to build your horizontal logo: Typeface: Helvetica Bold Size: Same as Kerning: -40 Color: Same as Social City Subject horizontal alignment Size: Same as logo s + Color: Same as Good 12 2013 +. All Rights Reserved

5. Customizing your logo These are technical information you need to know to build your vertical logo: Typeface: Helvetica Bold Size: Same as Kerning: -40 Color: Same as Social City + Subject Typeface: Helvetica Bold Size: Same as Kerning: -40 Color: Same as Good Social Good vertical alignment 2013 +. All Rights Reserved 13

5. Customizing your logo In order to create a well-designed logo, we ask you to be as succinct as possible. Some cities and words can be summarized or abbreviated in order to avoid long-length logos. For example, if your subject is Brazilian Slums' Growth, we suggest you to use just Slums : Rio de Janeiro Brazilian Rio Slums Rio + Slums Social Good Tip: Vertical version is usually better to fit long names. 2013 +. All Rights Reserved 14

6. Color Palette Primary Colors Color is a major identifier within the brand. The colors have been chosen because they are dynamic, work across all media and are contemporary. The primary colours are Black and Aqua-Blue. Pantone Black C C1 M1 Y1 K100 R0 G0 B0 #261c02 Pantone 3125C C83 M0 Y21 K0 R0 G81 B204 #0085CC 2013 +. All Rights Reserved 15

6. Color Palette Secondary Colors The secondary colors are used to identify the different subjects and cities in each event. We defined some colors and its subjects but we know that the range of subjects is unlimited and so the colors. If you have a subject that doesn t fit any of the above, feel free to propose a new color for your event. Pantone Warm Red C C0 M75 Y90 K0 R242 G101 B49 #F26531 Orange for Human Rights subjects like: Women Empowerment, Equality, Freedom of Speech, Non-Violence Pantone Process Blue C C100 M10 Y0 K10 R0 G147 B208 #0093D0 Blue for Basic Needs: Healthcare, Education, Mobility, Food, Security, Employment Pantone 368C C57 M0 Y100 K0 R122 G193 B67 #7AC143 Green for Environment/Sustainability: Ecology, Climate, Forests, Water, Energy Pantone 254C C50 M100 Y0 K0 R146 G39 B43 #092278F Purple for Society: Democracy, Transparency, Urban Development, Political Empowerment, Growth 16 2013 +. All Rights Reserved

6. Color Palette If the event has no specific subject or multiple subjects, the logo s color should be Aqua-Blue. Mogadishu Water Democracy Pantone 3125C C83 M0 Y21 K0 R0 G81 B204 #0085CC Kuala Lumpur Social Good Illiteracy + Poverty Social Good 2013 +. All Rights Reserved 19

7. Typefaces The choice of typefaces that compound the logo has been made to reflect the overall desire for clarity and to communicate its values. The identity comprises two core sans serif fonts Helvetica Bold and Panefresco 750wt Italic. Helvetica Bold is the logo main font, while Panefresco should be used on designing all outbound communications. Where these fonts cannot be utilized, Helvetica (standard system font for Apple Machintosh) or Arial Regular (standard system font for PC) can be substitutes. abcdefghijklmnopqrstuvwxyz 1234567890.,:;!?() ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica Bold abcdefghijklmnopqrstuvwxyz 1234567890.,:;!?() ABCDEFGHIJKLMNOPQRSTUVWXYZ Panefresco 750wt Italic 2013 +. All Rights Reserved 20

7. Typefaces In addition, Panefresco 500wt and 999wt (regular and italic) can be used as secondary fonts for titles, texts on both print and websites. abcdefghijklmnopqrstuvwxyz 1234567890.,:;!?() ABCDEFGHIJKLMNOPQRSTUVWXYZ Panefresco 750wt Regular abcdefghijklmnopqrstuvwxyz 1234567890.,:;!?() ABCDEFGHIJKLMNOPQRSTUVWXYZ Panefresco 750wt Italic abcdefghijklmnopqrstuvwxyz 1234567890.,:;!?() ABCDEFGHIJKLMNOPQRSTUVWXYZ Panefresco 999wt Regular abcdefghijklmnopqrstuvwxyz 1234567890.,:;!?() ABCDEFGHIJKLMNOPQRSTUVWXYZ Panefresco 999wt Italic 2013 +. All Rights Reserved 21

8. Backgrounds The logo can appear on any color background or photographic image as long as this does not impede legibility. If legibility is an issue, the reversed (white) should be used. Examples: 22 2013 +. All Rights Reserved

9. The Logo Size The primary logo should not be reproduced smaller than 20mm or 90px wide. The secondary logo, portrait format should not be reproduced smaller than 7mm wide. 20mm 90px Primary logo smallest size 10mm Social Good 41 px Secondary logo smallest size 2013 +. All Rights Reserved 23

11. Use with Partner Brands Here the idea is to transmit the union between the different partners, +. Partner s brand should come before the + logo and its proportions should respect these instructions: partner s brand maximum height 2x x vertical alignment to the center Example of utilization with a partner Brand 2013 +. All Rights Reserved 25

12. Photography / Art Direction Photography With the vast range of photography available for use on the web, the way in which imagery can best be used to promote the brand is by creating a set of pictorial rules. These will create a look which, over time and with consistent application, will become synonymous with the +. Art Direction Begin with careful picture selection and attentive art direction with regards to cropping and graphic treatment. The image should be capable of reproduction at the required size without over-enlargement or distortion of the original. Images can be customized by adding a delicate square texture and removing the four color element and creating a duotone with our color palette reinforcing the identity. Four color image Duotone image Copyright Please make sure you have the rights to any images you use, or that you are meeting all requirements when using Creative Commons material. 2013 +. All Rights Reserved 26

13. Using the logo... The examples illustrated here and on the following pages are to demonstrate the strength, scope and flexibility of the identity when applied to a range of diverse media and environments. Banner Poster 2013 +. All Rights Reserved 27

14. What to Avoid Don t use different colors Social Good Social Good Don t change the symbol position Don t change the proportions Don t change the original font al ci d So oo G Don t rotate Don t stretch the logo Don t use gradients Don t use outline Don t superimpose types or imagery 32 2013 +. All Rights Reserved