brand guidelines version 1.1 ir events - retailexasean.com · amplience ltd stand 7 lengow stand 8...

Brand Guidelines Version 1.1

IR EVENTS

Created October 2016

BRAND GUIDELINES - IR EVENTS

© Amigo. August 20162

CONTENTS

INTRODUCTION

IR EVENTS ARCHITECTURE

LOGO TYPES

COLOURS

TYPOGRAPHY

IMAGERY SELECTION

SYMBOLISM

MARKETING EXAMPLES

THEME AND BRAND

EVENT

LOGO TYPE TYPOGRAPHY

APPLICATION

BRANDED WEB AND PRINT MARKETING

SYMBOLISMIMAGERYCOLOURS

BRAND STRATEGY FOR IR EVENTS AND SUB-EVENTS03

04

05

07

08

09

11

12



INTRODUCTION

PURPOSE OF THIS DOCUMENT

This document highlights the overall

branding elements under the IR Events

umbrella.

It demonstrates how to use the

established logos, colours and

typography.

There is also guidance on how to use the

symbols, imagery and themes.

EACH EVENT WILL HAVE ITS OWN

DETAILED BRAND GUIDELINES

SEPARATE TO THIS DOCUMENT.

THESE WILL COVER:

• A brief explanation of the event

• The event theme

• Imagery

• Supporting colours

• Symbolism

• Examples of marketing collateral



IR EVENTS ARCHITECTURE

IR Events brand is the umbrella brand for all the

individual events which will feed from the brand

values keeping their individual personality and

particularities.

Values

Knowledge

IR brand, from the magazine to the research

executions and events is based and focus on the

knowledge of the industry and subject matter.

#practiceOfTheBest #confidence #trusted

Performance

Day to day - Improving performance is not only

an objective but the basis to judge and analyse

multichannel retail growth. #problemSolving

#leadership #strategy #authoritative

Technology

Technology is not only the base of the online and

multichannel retail but also what make it possible.

#focus #indulge

Innovation

Innovation doesn’t mean being the first one to find

the right way to do multichannel retail but also to

fail and being the first ones to learn from mistakes.

#technology #strategy #leadership

Connection.

IR relies also on the sense of belonging to a group.

The network and the connection is the engine

of the IR readers, visitors and members as part

of a community that speaks the same language,

multichannel retail. #network #partOfTheClub

#community

CONFERENCES EXPOS SUMMITS

Main Company Brand

Event Groups

AWARDS

• 2 Events with

the same format

running on two

seperate days

• Learning

programme often

includes a keynote

session and 3

parallel tracks

• Exhibition

• Workshops

• Trade show style

event

• 2 Events running

side by side over

two days

• Large exhibition

• Extensive learning

programme

which includes

clinics, workshops,

conferences and

more

• Smaller but more

exclusive event

• Dedicated for

executives and

C-level retailers

• An evening

celebration of

multichannel retail

and the reward for a

year of hard work



LOGO TYPES

PRIMARY LOGO (STACKED) PRIMARY LOGO WITH DATES AND VENUE

To be used on all branding collateral (Unless a date venue and sponsor is applied)

PRIMARY LOGO WITH DATES, VENUE AND SPONSOR

In partnership with



LOGO TYPES

SECONDARY LOGO (HORIZONTAL) WITH DATES AND VENUE SECONDARY LOGO (HORIZONTAL) WITH DATES, VENUE AND SPONSOR



LOGO TYPES

LOGO CONSTRUCT - STACKED

Here is an example of how the logo for each event should be treated. This is demonstrated using the IR conference logo however the same principle must be applied to all event logos under the IR Event branding,

Fixed logo spacing/area

1/3 Overlap depending on height, sponsor logo should not be any larger then the ‘Internet Retailing’ Text

Nothing should fall out of the vertical range of the logoother than dates and sponsor

Date spanning the width of the line break

Line break to be included only when dates are confirmed

Isolation Area: This area of clear space is a minimum and should be increased

wherever possible.

LOGO ISOLATION AREA

The primary logo will vary in size on different marketing collateral. To insure that the logo has enough breathing space, take the ‘L’ from the logo and treat this as a measuring tool. Then use this to create the minimum isolation are around the logo. This is to be applied to ALL logos under the IR Event branding.



LOGO TYPES

LOGO CONSTRUCT - HORIZONTAL

Here is an example of how the logo for each event should be treated. This is demonstrated using the IR conference logo however the same principle must be applied to all event logos under the IR Event branding,

Fixed logo spacing/area

Sponsor logo should not be wider than the dates

Nothing should fall out of the vertical range of the logoother than dates and sponsor

Isolation Area: This area of clear space is a minimum and should be increased

wherever possible.

LOGO ISOLATION AREA

The primary logo will vary in size on different marketing collateral. To insure that the logo has enough breathing space, take the ‘L’ from the logo and treat this as a measuring tool. Then use this to create the minimum isolation are around the logo. This is to be applied to ALL logos under the IR Event branding.



COLOURS

Here is the following primary colour pallet which will be the same for all events apart from Internet Retailing Awards which has it’s own.

EVENT PERSONALITY

Each event under the IR events umbrella follows a particular style and personality. The colour pallete on the right is the starting point to aid the development of a secondary colour pallete for each individual event.

Therefore each event will have its own secondary/supporting colour pallete which will be identified in thei individual brand guidelines.

The colour pallete also has an impact on brand imagery which will be explained further in this document.

Here are some key points for each group which will aid the development of secondary colours and imagery:

CONFERENCES (BLUE)

Sober AttractiveElegantInnovative

EXPOS (RED)

Vibrant Busy EnergeticEngaging

SUMMITS (GREEN)

ExclusiveSophisticated Reserved.

PRIMARY COLOUR PALLET FOR ALL BRANDING

ADDITIONAL PRIMARY COLOURS UNIQUE TO EVENT GROUPS

CONFERENCES EXPOS SUMMITS

PRIMARY COLOURS UNIQUE TO IR AWARDS

R: 22G: 66B: 126

C: 100%M: 79%Y: 21%K: 5%

R: 232G: 63B: 76

C: 0%M: 86%Y: 62%K: 0%

R: 94G: 193B: 236

C: 60%M: 3%Y: 2%K: 0%

R: 48G: 110B: 46

C: 82%M: 32%Y: 100%K: 23%

R: 211G: 18B: 120

C: 13%M: 98%Y: 11%K: 0%

R: 130G: 28B: 83

C: 48%M: 100%Y: 37%K: 21%

R: 255G: 223B: 0

C: 2%M: 8%Y: 99%K: 0%

R: 59G: 67B: 80

C: 79%M: 65%Y: 50%K: 39%

R: 125G: 127B: 128

C: 51%M: 39%Y: 39%K: 0%

R: 221G: 222B: 225

C: 16%M: 11%Y: 10%K: 0%

R: 255G: 255B: 255

C: 0%M: 0%Y: 0%K: 0%

R: 232G: 63B: 76

C: 0%M: 86%Y: 62%K: 0%

R: 135G: 78B: 148

C: 57%M: 78%Y: 6%K: 0%

R: 82G: 180B: 230

C: 64%M: 11%Y: 0%K: 0%

R: 162G: 198B: 56

C: 45%M: 0%Y: 91%K: 0%



TYPOGRAPHY

The main fonts that are to be used across all marketing is: Avenir LT Std and Brix Slab.

Avenir should be used as your headlines and shout-outs and Brix Slab should be used as general info text.

What colours are used will depend on the branding colour pallete for each individual event.

Headlines and call to actions:

Avenir LT Std 35 LightABCDEFGHIJKLMNOPQRSTUVWXYZ. &0123456789*#@+<=>’”÷%?£$€¥¢.

Avenir LT Std 65 MediumABCDEFGHIJKLMNOPQRSTUVWXYZ. &0123456789*#@+<=>’”÷%?£$€¥¢.

Avenir LT Std 95 BlackABCDEFGHIJKLMNOPQRSTUVWXYZ. &0123456789*#@+<=>’”÷%?£$€¥¢.

General Text:

Brix Slab LightABCDEFGHIJKLMNOPQRSTUVWXYZ. &0123456789*#@+<=>’”÷%?£$€¥¢.

Brix Slab MediumABCDEFGHIJKLMNOPQRSTUVWXYZ. &0123456789*#@+<=>’”÷%?£$€¥¢.

Brix Slab BoldABCDEFGHIJKLMNOPQRSTUVWXYZ. &0123456789*#@+<=>’”÷%?£$€¥¢.



IMAGERY SELECTION - PHOTOGRAPHY

Photography plays a vital role in conveying a visual identity. This imagery needs to convey the theme and combine the core brand values in an effective way. For each of the events under the IR Events umbrella, a new theme will be proposed each year.

For example:

IR Conference 2016 theme is ‘NEW HORIZONS’

eDelivery Conference 2016 theme is ‘PRACTICALITY’

When exploring photographic imagery you must consider the ‘Perspective’.

Within photography a wide range of perpectives can be used such as:

• Vanishing point perspective• Bird Eye perspective• Worms Eye Perspective• Macro Images/Extreme close-ups• Atmospheric Perspective

Choose a perspective that encompasses the theme and is practical in usage.

Please bare in mind the following key points when selecting imagery for the theme.

• The image must be high enough resolution for all marketing collateral, from a small web banner to large scale signage.

• The Image should be fairly lucid, easy on the eye and not too chaotic

• The image should be as photo-realistic as possible, avoiding anything that looks cartoonish

• The image should be flexible in that it is easy to place text and logos on top. And can be adjusted if needed (brightened or darkened etc)

FOR EXAMPLE: INTERNET RETAILING CONFERENCE 2016

THEME: NEW HORIZONS

FOR EXAMPLE:

EDELIVERY 2016 THEME: PRACTICALITY

EXAMPLE EXAMPLE

PERSPECTIVES

EXAMPLE EXAMPLE

EXAMPLE EXAMPLE



IMAGERY SELECTION - SUPPORTING

Not only will you need choose an overall image for the theme, you will also need to consider supporting imagery.

On the right are a few demonstrations of how you might present images of people, speakers, locations and product,

When deciding on supporting images, consider the following:

• Using black and white images, will this be practical?

• Having logos in one colour, does these company brand guidelines allow for this?

• Sourcing location shots online or otherwise, should not infringe upon any copyright.

• Product shots may need to adhere to their own company guidelines. Does this need to be reflected?

1. PEOPLE

These are examples of networking images, speaker headshots and establishing shots.

2. PLACES

These are examples of location shots, venues, and floorplans.

3. PRODUCT

These are examples of sponsor logo usage, adverts, product images, offers and promotions.

ENTRANCE

DOWN TO:WORKSHOPS,SPEAKERS OFFICE PRESS OFFICE

ORGANISERSOFFICE

EXHIBITORS

WORKSHOPS

FLOORPLAN

Stand 1 SLI Systems

Stand 2 / Track SponsorApptus

Stand 3Knapp

Stand 4 / Workshop 4Optimizely UK

Stand 5One iota

Stand 6Amplience Ltd

Stand 7 Lengow

Stand 8inRiver

Stand 9 Channel Pilot

Stand 10 / Bag SponsorFact Finder

Stand 11 / Workshop 5 Kount

Stand 15Bronto

Stand 13 / Track SponsorDelphix

Stand 14Lyons Consulting Group

Stand 19 / Track SponsorSDL Fredhopper

Stand 16

Stand 17 L’il Packaging

Stand 18Stibo Systems

wnDirect

Stand 20Wiser

Stand 21 Salmon

Stand 23Mobify

Stand 24 / Post Event Party SponsorPackshot / Fashot

Stand 25 / Workshop 6RichRelevance

Stand 26 Peerius

Stand 27Channel Advisor

Stand 29 Barclaycard

Stand 30 / Track Sponsor Klarna UK Ltd

Stand 31 / Track SponsorAzoya

Stand 32 / Track SponsorMonetate

Stand 33e-Spirit

Stand 34Trustpilot

Stand 36SmartAssistant

Stand 37 InPost UK Ltd

Stand 38Simpleusability

Stand 39 Power Reviews

Stand 41 / RegistrationFeefo

Stand 44Emarsys UK Ltd

WORKSHOP 1Usablenet

WORKSHOPS

SPEAKERS LOUNGE

37

321

23

33

46

34

44 31

39

38

43

30

36

29

6

78

9

1011

12

35

1819

20

2122

13

1415

1617

23

4

2425

2627

28

4140

42

5

WORKSHOP 3SimilarWeb

WORKSHOP 4Optimizely

WORKSHOPS

WORKSHOP 5Kount

WORKSHOPS

WORKSHOPS

PRESS OFFICE

Stand 35 / Title SponsorDemandware

Stand 28OSF Global Services

Stand 22Ingenico

Stand 46 / Registration Sponsor Plentymarkets

Registration Area eDelivery Magazine

Registration Area eSeller Media

Registration Area InternetRetailing Magazine

LOWER FLOOR

Stand 12Avalara

Stand 40 / Registration Area Visualsoft

REGISTRATION

11.20 am

2.00 pm

45

Europe s leading conversion engine

TRACK 1:THE CUSTOMER

SPONSORED BY

TRACK 2:PRODUCTS & SERVICES

SPONSORED BY

TRACK 3:THE ORDER

SPONSORED BY

WORKSHOP 6RichRelevance



SYMBOLISM

Symbolism can be devised from ‘R’ in the Internet Retailing logo and the ‘E’ in the eDelivery logo.

This can be done in various ways and can alter from one event to another.

On the right is a demonstration of how this can be used.

The shapes These cannot be altered/skewed or de-constructed in anyway

Placement If you have a square, then you can move the symbol around with in it.

Watermarks and overlays with colourYou can use various effects to overlay on top of solid colours

Soft Light Blue

50% Opacity Blue

40% Opacity Blue

Soft Light Green

50% Opacity Green

40% Opacity Green

Watermarks and overlays on imageryYou can use various effects to overlay on top of imagery



MARKETING EXAMPLES

brand guidelines version 1.1 ir events - retailexasean.com · amplience ltd stand 7 lengow stand 8...

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