STYLE GUIDE Version 2.0b - FOR PUBLIC RELEASE
Table of Contents 1.0 Introduction 1.1 Terms + Conditions... 4 1.2 Name Usage... 5 2.0 The Cyber Security Summit Brand 2.1 What Is a Brand?... 7 2.2 Brand Promise + Personality... 8 2.3 Language + Writing Style... 9 4.0 Graphic Elements 4.1 Build... 16 4.2 Color Palette Sponsor/Exhibitor Materials... 17 4.3 Color Palette Registration Materials... 18 4.4 Color Palette Universal... 19 4.5 Typography... 20 4.6 Voice Words... 21 3.0 The Cyber Security Summit Logo 3.1 Logo... 10 3.2 Logo Clearance... 11 3.3 Logo Color Variations... 12 3.4 Horizontal Logo Placement... 13 3.5 Vertical Logo Placement... 14 Cyber Security Summit Style Guide Version 2.0 Page 2
1.0 INTRODUCTION Version 2.0b - FOR PUBLIC RELEASE
1.1 Terms + Conditions The Cyber Security Summit brand is a valuable asset of the Cyber Security Summit (CSS) event. Your use of the trademarks, trade names, service marks, logos, or images of CSS (collectively the CSS Marks ) contained in the Cyber Security Summit Style Guide is limited to the use licensed in the agreement you signed with CSS. If a trademark license is not included in your agreement with CSS, you are prohibited from using the CSS Marks without the express written permission of an authorized representative of CSS or The Event Group, Incorporated Marketing Department. The Event Group, Incorporated Marketing Department needs to review and approve the content of any advertisement, collateral, or promotional materials containing the Cyber Security Summit wordmark, logo, or imagery prior to it being released. Please allow a minimum of five (5) business days for the review process to occur. Please submit all materials and direct any questions about use of CSS Marks to The Event Group, Incorporated Marketing Department (marketing@eventshows.com). As a partner, you are required to comply with the Cyber Security Summit Style Guide. It is essential that you ensure that all personnel responsible for producing ads, direct mail pieces, and other promotional materials review it, understand it, and implement it properly and consistently. The Cyber Security Summit Style Guide defines consistent guidelines and standards for using the names, logos, and imagery ascribed to the Cyber Security Summit event, products, and services and applies to all advertising and promotional materials, regardless of their source of funding. Cyber Security Summit Style Guide Version 2.0b Page 4
1.2 Name Usage Use the CSS Marks as nouns. If the full Summit name is used, which indicates the year afterwards, it must not be led by the definitive article the. The Cyber Security Summit is The 2013 Cyber Security Summit is Join us at Cyber Security Summit 2013 to see... Cyber Security Summit is 2013 Cyber Security Summit is Join us at the Cyber Security Summit 2013 to see... CSS Marks should never be used in the plural or possessive form. Do not combine the CSS Marks with other trademarks or other words to form new trademarks. Cyber Security Summit Panel Discussion by Microsoft Do not alter the Cyber Security Summit logos. Incorrect use of the Cyber Security Summit logos compromises the integrity and effectiveness of the logos. To ensure accurate and consistent reproduction of the logos, never alter, add to, or attempt to recreate the logos. Always use the approved digital work available from The Event Group, Incorporated Marketing Department. Cyber Security Summits or Cyber Security Summit s Do not alter the CSS Marks. Only refer to the Cyber Security Summit as a Summit or if necessary an event. The Cyber Security Summit may be referred to simply as The Summit only in social media applications where character limits would otherwise diminish the delivery of the CSS Marks. You may only use the Cyber Security Summit logos or CSS Marks if you have obtained prior approval from The Event Group, Incorporated Marketing Department and your use complies with these guidelines. Information on language and writing style may be found in section 2.3 Language + Writing Style. Cyber Summit or Cyber Security Summit Event Cyber Security Summit Style Guide Version 2.0b Page 5
2.0 THE CYBER SECURITY SUMMIT BRAND Version 2.0b - FOR PUBLIC RELEASE
2.1 What Is a Brand? What Is a brand? More than a name or a logo. More than a name or a logo on a sign. And more, ultimately, than what the event itself entails. Parts of the event may change, after all or be succeeded by some other format that s better, more beneficial to participants, and more effective in achieving the event s goals. The guidelines that govern communications for the Cyber Security Summit are part of a much larger effort to build awareness, understanding, and preference for the Cyber Security Summit brand and the Summit itself in the markets in which we compete to build a brand and an event that endures. Building an Enduring Brand A brand is a shorthand representation often communicated in a single word or symbol of everything a company or organization is, does, and stands for. distinctive, recognizable personality that is inseparable from the brand itself, informs not only advertising and communications but behavior as well. Consistency Is Everything Achieving the goal of an enduring brand requires a conscious, coordinated, consistent approach to communications and behavior. That approach is based on the understanding that every choice and every decision not advertising or collateral alone communicates something to someone about the Cyber Security Summit brand. When the brand s messages are developed ad hoc, focused solely on the needs of the moment, they have no lasting impact and represent a shortsighted use of scarce marketing dollars. However, when messages are delivered within a consistent framework and reinforce the brand s promise and personality, their impact can be leveraged to boost awareness and heighten brand recognition and preference. Promotional dollars work twice as hard, serving shortterm sales and registration goals as well as long-term objectives for the brand and the event as a whole. That representation can be seen most clearly in promotional messages and in the quality of the attendee s experience in interacting with branded event materials. The brand s representation communicates other, less obvious aspects of the brand that are just as important. A clear promise, for example, that is important and memorable to attendees. A Cyber Security Summit Style Guide Version 2.0b Page 7
2.2 Brand Promise and Personality The Cyber Security Summit brand promise directly addresses the customer s desire to be informed, gain exposure to, and have involvement with the business and policy aspects of cyber security. The Cyber Security Summit brand promises every customer: Government, business, academia, and non-profit sectors coming together to collaborate on current cyber security issues. The Cyber Security Summit Brand Personality Brands, like people, have personalities. The most successful brands understand that a distinctive personality can not only make a brand promise more believable, but also more memorable, enhancing its stature and building customer loyalty, adding weight to the brand s competitive position. The words that define the Cyber Security Summit brand personality are not necessarily words we should use to describe the event itself or our brand. Rather, we should use them as a filter or a standard against which to measure our communications and our behavior. To enhance recognition and memorability for the Cyber Security Summit brand, these attributes of our brand personality must become a part not only of every communication we produce, but of everything we are and do. The Cyber Security Summit brand is: Worldly, Professional, and Personable The Cyber Security Summit brand speaks to business leaders, government leaders, educators, and average people who are involved in the information technology field. Knowing that everybody is affected by the unseen virtual world of cyberspace, the brand seeks to inform people and get them involved in conversations about cyber security issues. Technologically Savvy and Sophisticated The Cyber Security Summit brand is up to date with the latest technology trends. It can relate the virtual world to the world of business and government in a way that is easily understandable yet thought provoking. Safe, Secure, and Trusted The Cyber Security Summit brand can be trusted to engage individuals in having the "right" conversations on how to safeguard our digital future and create a world that is safe in cyberspace. Cyber Security Summit Style Guide Version 2.0b Page 8
2.3 Language + Writing Style The language and writing style used in communication pieces about the Summit reflects the brand promise and personality. All writing and copy should read according to the particular target market of the communications piece. The rules outlined here govern specific instances of writing style that should be used throughout all communications pieces. In titles, headlines, headers, footers, or any non-body copy, the plus sign should always be used instead of the ampersand or writing the word 'and': Online Travel + Hotel Information + special benefits We will also be providing guests with lunch and dinner options. Online Travel And Hotel Information plus special benefits We will also be providing guests with lunch + dinner options. Contractions may be used in both headlines and main body copy. They offer a chance to shorten words and sentences, making messaging easier and quicker to read. Contractions help enhance the brand personality of being tech savvy and modern. Contractions should not be used for any legal or technical notices or footnotes. Don't miss this opportunity! Do not miss this opportunity! Don't copy or reproduce under penalty of law (sataute 511-B). Special empahsis may be given to certain words or copy in communication pieces. Special emphasis should be used sparingly, and only on points within messaging that require it. Here are some ground rules for using special emphasis in general communications: Use underline only to emphasize links in electronic pieces. Use italics to emphasize short phrases or proper nouns. Use bold to emphasize first sentences. Use italics to emphasize the Summit website only if the URL is embedded within a sentence or paragraph. Avoid using mutliple special emphasis treatments in the same sentence if at all possible (unless it is a link). Avoid using colors to emphasize copy. Do not use underline for anything that is not a link. Do not use italics to emphasize entire sentences. Do not use italics to emphasie any of the CSS Marks. Do not use ALL CAPS to emphasize anything that is not part of legal or technical notices or footnotes, or that is not defined as being in capitals. Special typography in advertisements and typographical art are exempt from these guidelines. Cyber Security Summit Style Guide Version 2.0b Page 9
3.0 THE CYBER SECURITY SUMMIT LOGO Version 2.0b - FOR PUBLIC RELEASE
3.1 Logo The Cyber Security Summit logo consists of two elements the Secured World symbol and the Cyber Security Summit wordmark. The Cyber Security Summit logo is a unique piece of artwork. The proportion and arrangement of the symbol and wordmark have been specifically determined. The logo should never be typeset, recreated, or altered, which could cause inconsistencies that dilute the impact of the brand s power. In some instances when physically branding various materials, you may not be able to optimally show the full Cyber Security Summit logo due to space or process limitations. In this case, an exception may be made to allow use of the wordmark and/or symbol on its own. This exception requires approval on a per item basis by The Event Group, Incorporated Marketing Department. To maintain consistent use and ensure the integrity of the logo, use only approved electronic art files, available from The Event Group, Incorporated Marketing Department. Alternate Vertical Logo Symbol Wordmark Logo Cyber Security Summit Style Guide Version 2.0b Page 11
3.2 Logo Clearance To preserve the Cyber Security Summit logo s integrity, always maintain a minimum clear space around the logo. This clear space isolates the logo from competing graphic elements such as other logos, copy, photography, or background patterns that may divert attention. The minimum clear space for the Cyber Security Summit logo and the alternate horizontal logo is defined as the height of the C in the wordmark. The minimum clear space for the alternate vertical logo is twice the height of C. This minimum space should be maintained as the logo is proportionally enlarged or reduced in size. Cyber Security Summit Style Guide Version 2.0b Page 12
3.3 Logo Color Variations The Cyber Security Summit logo should be reproduced in color whenever possible. For specific color values to use when reproducing the logo (spot or PANTONE, 4-color process, RGB), refer to the Color Palette section. White is the most effective background on which to reproduce the color logo because it provides a clean, crisp contrast for the logo s color and elements. If color reproduction is not available or is not a viable option, the logo should be reproduced in grayscale. The Cyber Security Summit logo should never be placed on a photographic image. When placed on a solid color, ensure there is enough contrast for the logo. A white wordmark version of the logo exists as an alternative to darker backgrounds, and should only be used against solid black or the Blue Light Artwork. The logo should only be placed on the Blue Light background in communications as outlined in the Blue Light Artwork section of this Style Guide. Cyber Security Summit Style Guide Version 2.0b Page 13
3.4 Horizontal Logo Placement Whenever possible, the Cyber Security Summit horizontal logo should appear in the top left corner, in full color, on a white background. Consistent placement in this location on communications materials helps build awareness of the Cyber Security Summit brand. Clear space from the bottom and right edge is equal to three times the height of the letter C, as illustrated in the diagram. If the logo cannot be placed in the top left corner, an acceptable alternate placement is the lower right corner. Be sure to maintain the same amount of clear space from the top and left edges. Generally, the logo should never exceed a size 10% of the longest side of a substrate (1.1 on US Letter). The minimum height of the logo is 0.5 inches. Preferred Placement Alternate Placement Placement Guidelines Cyber Security Summit Style Guide Version 2.0b Page 14
3.5 Vertical Logo Placement The Cyber Security Summit vertical logo should always appear in the exact center of a page, in full color, on a white background or on the Blue Light Artwork, and should only be used on a title page, as a standalone, or in instances where the horizontal logo will not reproduce properly. Be sure that the logo is sized to meet the minimum clearance specifications. Generally, the logo should never exceed a size of 50% of the longest side of a substrate (5.5 on US Letter). The minimum height of the logo is 1 inch. Remember to use the correct color variation depending on the background upon which the logo is being placed (as outlined in section 3.3). Cyber Security Summit Style Guide Version 2.0b Page 15
4.0 GRAPHIC ELEMENTS Version 2.0b - FOR PUBLIC RELEASE
4.1 Build The Cyber Security Summit brand s graphic style is a flexible system of elements that visually represent technology, security, global, and individual engagement in cyber security issues. This is illustrated through color, photography, typography, voice words, and artwork. When applying the Cyber Security Summit brand s graphic elements, especially color and photography, it is important to distinguish between Sponsor/Exhibitor Sales-oriented and Registration-focused applications when possible. Registration applications should communicate the advantages of being in attendance with industry experts and government leaders. The Registration color palette trends towards livelier, more animated colors. Photography should focus more on the event, attendees, and technology. Always keep in mind which market segment a design is meant to communicate with, and apply the Cyber Security Summit brand s styles to create the most effective application possible. Sponsor/Exhibitor Sales-oriented materials promote the Cyber Security Summit to potential Summit sponsors, exhibitors, partners, and corporate affiliates. Remember, these are guidelines, not adamant rules. Registration refers to the Cyber Security Summit being marketed to individual attendees. Because communications for the Cyber Security Summit can often differentiate between these two areas, slightly different design styles are recommended. Sponsor/Exhibitor Sales-oriented communications should emphasize the Cyber Security Summit as a great place to gain exposure within the target market and generate potential business leads. To help reflect this, the Sponsor/Exhibitor Sales color palette relies on slightly darker, more serious colors. Sponsor/Exhibitor Sales photography should reflect the business benefits that the Cyber Security Summit can provide. Cyber Security Summit Style Guide Version 2.0b Page 17
4.2 Color Palette Sponsor/Exhibitor Materials Primary Colors Color Blue Dark Blue Charcoal Silver PANTONE 7469 M 303 M Process Black M 427 M CMYK (print) 100/20/0/40 100/11/0/74 70/66/63/65 16/11/13/0 RGB 0/104/140 15/69/89 44/42/43 211/213/212 HEX (web) #00688C #0F4559 #2C2A2B #D3D5D4 Cyber Security Summit Style Guide Version 2.0b Page 18
4.3 Color Palette Registration Materials Primary Colors Secondary Accent Colors Color Blue Dark Blue Charcoal Silver Ultra Blue Light Blue PANTONE 7469 M 303 M Process Black M 427 M - - CMYK (print) 100/20/0/40 100/11/0/74 70/66/63/65 16/11/13/0 95/88/15/25 68/14/11/0 RGB 0/104/140 15/69/89 44/42/43 211/213/212 40/50/111 3/172/207 HEX (web) #00688C #0F4559 #2C2A2B #D3D5D4 #28326F #3FACCF Cyber Security Summit Style Guide Version 2.0b Page 19
4.4 Color Palette Universal The universal color palette serves as a reference for all possible approved colors that may be used in conjunction with either color palette and includes colors that may only be used in graphics or as graphic effects. Primary Colors Secondary Accent Colors Color Blue Dark Blue Charcoal Silver Ultra Blue Light Blue PANTONE 7469 M 303 M Process Black M 427 M - - CMYK (print) 100/20/0/40 100/11/0/74 70/66/63/65 16/11/13/0 95/88/15/25 68/14/11/0 RGB 0/104/140 15/69/89 44/42/43 211/213/212 40/50/111 3/172/207 HEX (web) #00688C #0F4559 #2C2A2B #D3D5D4 #28326F #3FACCF Specific Use Colors Color Light Orange Red Green Orange Dark Green PANTONE 713 M 166 M 349 M CMYK (print) 0/32/50/0 0/100/79/20 86/17/100/4 0/64/100/0 90/33/99/26 RGB 251/184/133 196/18/48 3/147/71 232/100/48 2/105/55 HEX (web) #FBB885 #C41230 #039347 #E86430 #026937 Cyber Security Summit Style Guide Version 2.0b Page 20
4.5 Typography To help provide a consistent, unified look in the Cyber Security Summit brand s use of typography, the Titillium Text typeface should be used on communications for the Cyber Security Summit. The clean letterforms and humanistic qualities of Titillium Text reflect the human involvement in technology that the Cyber Security Summit stands for. The recommended weights of Titillium Text are Regular, Light, and Bold. Light and Regular can be used for body copy, while Bold is more suitable for minor headlines. The XBold and Medium weights should be used sparingly. XBold is suitable for major headline type in applications such as advertising, posters, signage, or tradeshow booths. Medium should is suitable for instances where Light and Regular weights reproduce incorrectly, such as reversed out text on black. To use Titillium Text, you must obtain a copy of the font from The Event Group, Incorporated Marketing Department. In the case of Word documents or PowerPoint presentations, the Arial font may be used if the Titillium Text font is unavailable. Generally, no more than 3 distinct typefaces/weights should be used in any given communication. In most cases, body copy will be set at 11pt with a leading of 16pt. (11/16) with space after of 2p0, and minor headlines will be set at 14pt with a leading of 16pt (14/16) with space after of 1p0, preferably in a contrasting color. Major headlines will be set at a 50% increase in size over minor headline type. Recommended Weights Titillium Text Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! Titillium Text Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! Titillium Text Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! Additional Weights Titillium Text XBold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! Titillium Text Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! Cyber Security Summit Style Guide Version 2.0b Page 21
4.6 Voice Words The Cyber Security Summit voice is an essential component of the Cyber Security Summit brand. It may express an attribute, feature, or benefit of the Cyber Security Summit, but it does this in shorthand with a simple word or a short phrase that also expresses the brand s essence and its style. The tone of this voice is simple, bold, straightforward, and clever and can have a bit of an edge. Phrases should be kept as short as possible while communicating the Cyber Security Summit brand s attitude. Many are simply the result of shortening longer phrases. These words communicate quickly with the audience and create a recognizable look for Cyber Security Summit communications. To aid in presenting a consistent tone across communications, a list of approved voice words has been developed for use on packaging, advertising, brochures, and other communications. Please use words from the list provided. If there is a word that you would like to use that does not appear in the list, you may contact The Event Group, Incorporated Marketing Department for approval. Secure Our Digital Future. Our Digital Future. Protect it. Digital Future. Conversation. Collaborate. National. Global. In the Know. In the Loop. Secure. Security. Virtual. Cyber. Stay Ahead. Cyber Security Summit Style Guide Version 2.0b Page 22