brand book - edgebuildings.com · 02 graphic layout 7 the edge color palette 8 the edge logo 9 the...

BRAND BOOK & style guide

Table of Contents / EDGE Brand Book & Style Guide Rev 4.2.18

01 About the Brand

4 Introduction & Vision Statement 5 History

02 Graphic Layout

7 The EDGE Color Palette 8 The EDGE Logo 9 The EDGE Logo Colors 10 Logo Spacing 11 Logo Sizing 12 Acceptable EDGE Logo Use 13 Unacceptable EDGE Logo Use 14 The EDGE and IFC Logo Lockup 15 EDGE and IFC Logo Colors and Usage 16 EDGE and IFC Logo Spacing 17 EDGE Typography 19 EDGE Tagline 20 EDGE Triangular Pattern 24 EDGE Imagery

03 Marketing Resources

27 Advertising General Print Advertising Electronic Kiosks Google Display Ads & Google AdWords 30 Banners & Backdrops Standing Banner Large Banner Repeating Pattern Backdrops 33 Booth Display 34 Brochure 36 Corporate Gifts 37 Email Campaigns Green Tips News Updates Technical Updates 38 Email Signatures EDGE Employees EDGE Experts & EDGE Auditors 40 Stationery 41 Videography 44 Demonstration Videos

04 Digital & Social Media

46 Media Kit 47 Social Media 48 Website

05 Corporate Communications

50 Brand Pillars 51 EDGE Standard Description 52 EDGE Boiler Plate 53 IFC Boiler Plate 54 Rules for Referencing EDGE 55 Tone 56 Donor Acknowledgment

06 Certification

58 Certification Providers 59 Anatomy of a Certificate

07 Sales & Promotions

61 Presentations 62 Promoting EDGE-Certified Projects

2

301 About the Brand / EDGE Brand Book & Style Guide Rev 4.2.18

About the Brand

01 About the Brand

4 Introduction & Vision Statement 5 History


Introduction

The EDGE Brand Book & Style Guide provides comprehensive guidance on visuals and messaging that support one of IFC’s most prominent brands. Whether the context is global or local, a large multi-national client or a small boutique advertising agency, a major media announcement or a short tweet, protocols must be followed by everyone to protect and leverage the EDGE brand.

The guidelines provide directions on how to display the EDGE logo and triangular pattern that are essential to the visual foundation of EDGE. Examples are provided for a variety of mediums such as conference displays, publicity and promotional

Vision Statement

IFC’s EDGE seeks to mainstream resource-efficient buildings by combining speed with market intelligence, proving the business case that everyone wins financially by building green.

materials, certificates and videography, to strive for a consistent, templated approach as much as possible. EDGE focuses on efficiency, so our marketing activities must mirror this as well, pulling from a stable of products rather than reinventing what has already been carefully designed and vetted.

There is a wealth of resources that are touched upon in this guide to support EDGE staff, certification providers and clients in their outreach efforts. Additionally, training materials for marketing, media, and sales are carefully aligned to be in harmony with the EDGE brand.


Launch dates for

EDGE focus countries:

2014:

South Africa

2015:

Costa Rica

India

Indonesia

Vietnam

2016:

Philippines

2017:

Colombia

Ghana

Nigeria

History

EDGE was launched internationally in July of 2014 when the program was approved by IFC’s Board of Directors. The software went live in September of 2014 beginning with the Homes typology. As early as June of 2015 other development finance institutions starting adopting EDGE, including CDC, FMO and Proparco, and the Climate Bond Initiative embraced EDGE as a benchmark for assessment in the bond market. GBCI and the consortium of thinkstep-SGS embraced EDGE as a solution for the future, becoming global certification providers in September of 2015.

In 2016, the EDGE Champions program was born, with Archetype, HOK, Perkins Eastman, Bouygues Bâtiment, and Carlson Rezidor joining the program. In February of 2017, the EDGE Experts program was launched, and in March it was

announced that IFC was working with China’s leading engineers and scientists to align the EDGE software with the country’s green building label. In August of 2017, EDGE teamed up with Architecture 2030, the leading think tank for encouraging architects to design climate-smart buildings. The collaboration included modifying the EDGE software to recognize Zero Net Carbon buildings.

By the end of 2017, EDGE reached 1.5M square meters of registered floor space and 1.7M square meters of certified floor space with nearly 250 accredited EDGE Experts. EDGE has 21,000 followers on Twitter and 71,500 fans on Facebook.

September• South African

Launch of EDGE

• EDGE Software Goes Live

May• Costa Rica

Launch of EDGE

April• HOK Becomes

EDGE Champion

June• Indonesia

Launch of EDGE

• FMO, CDC and ProparcoAdopt EDGE

February• EDGE Experts Program Launch

March• EDGE Software Aligns

with China’s 3-Star

June• Bouygues Bâtiment

Becomes EDGE Champion

• Archetype Becomes EDGE Champion

June• Carlson Rezidor

Becomes EDGE Champion

• Perkins Eastman BecomesEDGE Champion

July• Climate Bond Initiative

Adopts EDGE

July• Launch of EDGE Green

Building Program

• World Green Building Council Partnership

September• GBCI & thinkstep-SGS

Become Providers

August• EDGE and

Architecture 2030 Collaboration

2014 2015 2016 2017

602 Graphic Layout / EDGE Brand Book & Style Guide Rev 4.2.18

Graphic Layout

02 Graphic Layout

7 The EDGE Color Palette 8 The EDGE Logo 9 The EDGE Logo Colors 10 Logo Spacing 11 Logo Sizing 12 Acceptable EDGE Logo Use 13 Unacceptable EDGE Logo Use 14 The EDGE and IFC Logo Lockup 15 EDGE and IFC Logo Colors and Usage 16 EDGE and IFC Logo Spacing 17 EDGE Typography 19 EDGE Tagline 20 EDGE Triangular Pattern 24 EDGE Imagery


The EDGE Color Palette

The EDGE Logo consists of a specific set of colors, blue and green, that are specified on the right. These two colors are the Primary Color Palette of EDGE. The Secondary Color Palette can be introduced when additional colors are needed for graphics, charts and call-outs, but it must not be used without the primary colors being dominant. The EDGE Logo may not be recolored using the secondary palette.

Primary Color Palette Secondary Color Palette

EDGE Blue EDGE Green EDGE Red EDGE Yellow

PANTONE®2995C

PANTONE®172C

CMYK CMYKCMYK CMYK

PANTONE®360C

PANTONE®1235C

4-Color CMYK 4-Color CMYK

RGB and HEX RGB and HEX

90% C 0% C

R: 0

G: 161

B: 222

R: 249

G: 70

B: 28

R: 146

G: 186

B: 93

R: 255

G: 182

B: 18

58% C 0% C

0% Y 90% Y80% Y 90% Y

11% M 80% M0% M 32% M

0% K 0% K

HEX: 00A1DE HEX: F9461CHEX: 61C250 HEX: FFB612

0% K 0% K


The EDGE Logo

The EDGE Logo consists of a sans serif typeface, a stylized “d” triangular grid, and the spelled-out acronym “Excellence In Design For Greater Efficiencies.”

The EDGE Logo must not be redesigned in any way. It must not be distorted or modified, and it must always be shown whole and never reproduced partially.

The following pages will detail the use of the EDGE Logo, color specifications, spacing and size requirements.

X

X

X

Spacing and isolation on blue backgroundOn blue background

Spacing and isolation on white background

X

X

X

On white background


The EDGE Logo Colors

The EDGE Logo consists of a specific set of colors, blue and green, specified at right. Included are color specifications for two and four-color printing, web and digital display. The noted colors should be used for the logo at all times.

The EDGE Logo is typically used over a white background and may be used reversed out of a blue background as shown.

Additional standards for acceptable use are detailed in the following pages.

X

X

X



X

X

X

On white background

EDGE Logo Colors

Two-Color PANTONE®

PANTONE®2995C

CMYK CMYK

PANTONE®360C

Four-Color CMYK

RGB and HEX

90% C

R: 0

G: 161

B: 222

R: 146

G: 186

B: 93

58% C

0% Y 80% Y

11% M 0% M

0% K

HEX: 00A1DE HEX: 61C250

0% K

Primary Logo Usage

Secondary Logo Usage

X

X

X



X

X

X

On white background


Logo Spacing

In order for the EDGE Logo to be clearly legible in the context of surrounding graphics and information, the spacing rules must be followed.

No graphic element which is not part of the EDGE Logo may be placed in the area “x” surrounding it. This area, also called the “area of isolation,” is derived by using the EDGE Logo’s lowercase letter height “x” as a unit of measurement.

The grid surrounding the EDGE Logo helps to visualize the distance and spacing protecting it in a layout for print or digital media.

X

X

X



X

X

X

On white background

EDGE Logo Area of Isolation


60mm wide

25mm wide 175 pixels wide

30mm wide

Logo Sizing

In order for the EDGE Logo to maintain its integrity and visibility, it should not be reproduced smaller than the recommended size.

EDGE Logo Minimum Size in Print Minimum Web/Digital Resolution

EDGE Logo Typical Sizes in Print

X

X

X



X

X

X

On white background

X

X

X



X

X

X

On white background

X

X

X



X

X

X

On white background

X

X

X



X

X

X

On white background

To maintain legibility in print, the EDGE Logo should never appear smaller than 25mm wide.

To maintain legibility in digital media, the EDGE Logo and tagline should never be used smaller than 175 pixels wide. This includes website usage, email signatures, and online and mobile apps.

Care should be take with raster images and formats (JPEG, PNG, GIF) to ensure they are sized properly and do not appear blurry or pixelated when in use.

Typical sizes for good legibilty of the EDGE Logo are shown above. The EDGE Logo can be used larger than this, keeping in mind good layout principles and use of the area of isolation grid.


.01 Corporate colors on white

Acceptable EDGE Logo Use

The following are examples of acceptable EDGE Logo usage in conjunction with color fields and photographic imagery.

These are the only acceptable colors and variations unless otherwise specified in this manual.

If you have a special case, contact the EDGE Global Marketing Lead for authorization at [email protected]

.04 Corporate colors on 10% or less

screen of black

.01 Color logo on a very light

photographic background with

less than 20% ink coverage

.05 Solid black on white can be used

only in one-color print applications

such as newspapers

.02 Reversed white corporate blue

.06 Reversed white on black or very

dark background can be used only

in one-color print applications

such as newspapers

.03 Reversed white corporate green

.02 Reversed over dark photo .03 Reversed over approved photo tint

EDGE Logo on Color Field

EDGE Logo on Photography


.01 Do not distort the EDGE Logo by compressing horizontally, vertically or applying a shadow.

Unacceptable EDGE Logo Use

This page illustrates a series of changes to the EDGE Logo which are not allowed in any way.

.01The EDGE Logo must not be distorted, and a shadow cannot be applied. Its shape must always be maintained and the ratio between elements must not be modified.

.02The EDGE Logo must not be used over any non-approved colored backgrounds, or photographic backgrounds that do not provide adequate contrast.

.03The EDGE Logo must never be recolored or screened back in an illegible manner that infringes on its clearspace.

Special EffectsSpecial effects cannot be applied to the EDGE Logo such as drop shadows, 3D effects, Photoshop beveling or embossing, posterization, distortion or recoloring that does not conform to the identity standards.

Unacceptable UsageFollowing are unacceptable uses of the EDGE logo:

• Manufacturing, selling or giving away merchandise items bearing the EDGE logo without permission from IFC.

• Registering any trademark, domain name, or other name that is confusingly similar to the EDGE trademark. This includes digital channels such as Twitter and Facebook feeds.

.02 Do not use the EDGE Logo on any low-contrast photographic or non-approved colored backgrounds.

.03 Do not recolor, screen back or crop the EDGE Logo improperly. Be careful that the colors remain true to the standards.


The EDGE and IFC Logo Lockup

The EDGE and IFC Logo lockup consists of the EDGE Logo and the IFC Logo to be used together in a specifed manner. The pairing should only be used in rare circumstances, as EDGE is a stand-alone brand. Do not lock up the EDGE Logo with the World Bank Group Logo, or feature the World Bank Group Logo on communications without the IFC Logo embedded within it.

The logo lockup must not be redesigned in any way. It must not be distorted or modified, and it must always be shown whole and never reproduced partially.

The following pages will detail the use of the EDGE and IFC Logo lockup color specifications, spacing and size requirements.

On white background

On blue background

1506 Certification / EDGE Brand Book & Style Guide Rev 4.2.18

EDGE and IFC Logo Colors and

Usage

The EDGE and IFC Logo lockup consists of the EDGE Logo and the IFC Logo to be used together in a specifed manner.

The logo lockup must not be redesigned in any way. It must not be distorted or modified, and it must always be shown whole and never reproduced partially.

The EDGE and IFC Logo consists of a specific set of colors. Included are color specifications for 4-color printing, web and digital display. The noted colors must be used for the logo at all times.

The EDGE and IFC Logo lockup is typically used over a white background and may be used reversed out of a blue background as shown.

On white background

On blue background

CMYK CMYK

IFC Logo Color Specifications CMYKEDGE Logo Colors

100% C 96% C

0% Y 0% Y

0% M 39% M

0% K 73% K

Please refer to page 04 for the EDGE

Logo color specifications.

The IFC 4-color process specifications

are as follows:

On white background

On blue background

On white background

On blue background


EDGE and IFC Logo Spacing

In order for the EDGE and IFC Logo lockup to be clearly legible in the context of surrounding graphics and information, the spacing rules must be followed.

No graphic element which is not part of the EDGE and IFC Logo lockup may be placed in the “x” area surrounding it. This area, also called the “area of isolation,” is derived by using the EDGE Logo’s lowercase letter height “x” as a unit of measurement.

The grid surrounding the EDGE and IFC Logo lockup helps to visualize the distance and spacing surrounding it in a layout for print or digital media.


XX

X

X

XX

X

X

Spacing and isolation on blue background


ABCDEFGHI JKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*( ) Aa

Aa

AaAaAaAa

Frutiger Light

Frutiger Light Italic

Frutiger Roman

Frutiger Italic

Frutiger Bold

Frutiger Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*( )


ABCDEFGHI JKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*( )



EDGE Typography

Primary TypefaceThe primary typeface chosen to convey the EDGE identity is Frutiger, which is the preferred typeface on all EDGE materials.

To create a clean, cohesive appearance, the use of no more than two different typeface families in a document is recommended. This includes design elements such as callouts and photo captions.

This primary typeface is available in three weights: light, roman and bold. For every weight an italic version is also available.


ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*() Aa

AaAaAa

Verdana

Verdana Italic

Verdana Bold

Verdana Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()



EDGE Typography

Secondary TypefaceFrutiger is the preferred typeface on all EDGE materials. When Frutiger is not available, the secondary typeface chosen to convey the EDGE identity is the typeface Verdana.

This typeface is available in two different weights: regular and bold. All the weights are available in italic.

It is advisable to use this font in online and electronic media. This font has been chosen as a secondary typeface because it is clearly legible, both on printed and digital materials, and because it is a default font available on most devices.


EDGE Tagline

The tagline, which appears consistently on the cover of all EDGE brochures, was chosen when EDGE first launched in 2014 to clarify the following:

.01EDGE is a product and program for green buildings, which does not appear in the spelled-out acronym of “Excellence in Design for Greater Efficiencies.”

.02The international scope of EDGE.

.03Occupants are increasingly becoming more aware of the benefits of green buildings and creating growing demand for them. In the recent past, buildings were built conventionally without respect to either the environment or the comfort of those who would occupy them. Buildings designed with EDGE break from this tradition.

Spanish:

EDIFICIOS VERDES

PARA UN PLANETA MÁS INTELIGENTE

Portuguese:

CONSTRUÇÕES SUSTENTÁVEIS

PARA UM MENDO MELHOR

Indonesian:

BANGUNAN HIJAU

UNTUK DUNIA YANG LEBIH CERDAS

Vietnamese:

CÔNG TRìNH XANH

Vì MÔ˙T THÊ GIÓI VAN MINH

Turkish:

YESIL BINALAR

DAHA AKILLI BIR DÜNYA ICIN

Chinese:

GREEN BUILDINGS for a smarter world

The tagline has been translated into several languages, with slight alterations to ensure the meaning is conveyed well:

Tagline Fonts

Translations

Special Applications

Justification and Line Length

The “Green Buildings” portion of the tagline is set in Frutiger Light, all caps.

The “For A Smarter World” portion of the tagline is set in Frutiger Black, all caps.

It is acceptable to set the tagline in either brand color, EDGE Green or EDGE Blue, or white

when reversed out of either brand color.

When used as a single line of text the tagline is set in Frutiger Roman, all caps.

The EDGE tagline is set left justified. When space is limited the

tagline can be stacked, as demonstrated above.

EDIFICIOS VERDES para un planetamás inteligente

GREEN BUILDINGS FOR A SMARTER WORLD


The EDGE Triangular Pattern

The following pages illustrate the rules that define proper use of the EDGE triangular pattern.

The following four rules: Amount & Position, Orientation & Alignment, Scale & Line Weight, and Colors need to be applied consistently across an entire design whether it’s a single item or multi-page collateral.

Amount & PositionThe pattern must be used sparingly to reinforce the brand. It should never distract from the messaging or primary visual(s). The pattern should never occupy more than 30% of the total surface area.

If the triangular pattern appears in multiple places across the same surface it must remain on the same grid with uniform spacing.

The pattern must not be positioned over any messaging. Only the angular color fields are behind the pattern.

Amount & Position

DO use the pattern sparingly on less than 30% of the total surface area.

DO maintain the same grid with uniform spacing.

DO keep the pattern behind all messaging.

<30%

DO NOT over use the pattern. DO NOT position the pattern over any messaging.

CONSTRUCCIÓN SOSTENIBLE Y EDGE: INTRODUCCIÓN Y DEMO

CONSTRUCCIÓN SOSTENIBLE Y EDGE: INTRODUCCIÓN Y DEMO



(Continued).

Orientation & Alignment The pattern pieces must always be oriented in the same direction as they appear within the EDGE Logo.

The pattern must be positioned in such a way that it aligns with the color field backgrounds.

Orientation & Alignment

X

X

X



X

X

X

On white background

X

X

X



X

X

X

On white background

DO keep the pattern pieces facing correctly. DO keep the pattern aligned with the background colors.

DO NOT change the orientation of the pattern pieces. DO NOT misalign the pattern to the background color fields.


DO NOT make the triangles smaller or larger than the acceptable range.


(Continued).

Scale & Line WeightThe size of the pattern should not be smaller than five times the pattern found in the EDGE Logo used within the same design.

The size of the pattern should not exceed eight times the pattern found in the EDGE Logo used within the same design.

The pattern’s line weight scales directly with the pattern. A 10 mm wide triangle has a line weight of 0.025 mm thick. If the pattern is doubled in size the line weight must double as well.

For example: A 10 mm wide triangle has a line weight 0.025 mm thick. A 20 mm wide triangle has a line weight 0.05 mm thick. A 100 mm wide triangle has a line weight 0.25 mm thick.

Scale & Line Weight

X

X

X



X

X

X

On white background

X

X

X



X

X

X

On white background

DO keep the triangular pattern shapes within 5 to 8 times the size

of the triangle in the EDGE Logo that appears within the same design.

DO maintain the ratio of the width of the triangles to the line

weight. (10 mm wide = 0.025 mm thick)

DO NOT use a line weight that is not the correct ratio to

the triangle width.

X

X

X



X

X

X

On white background

Logo Size Triangle Piece

Line weight = 0.025 mm

800% Logo Size

Within the

Acceptable Rage

500% Logo Size

10 mm


DO NOT use 40% of the EDGE Green for

the line color on an EDGE Blue background.

DO NOT mix line colors on a white background. DO NOT use 40% of the EDGE Blue for the

line color on an EDGE Green background.


(Continued).

Colors When the pattern is used over the EDGE Blue color field the line color is 40% of the EDGE Blue.

When the pattern is used over the EDGE Green color field the line color is 40% of the EDGE Green.

When the pattern is used over a white background the line color can be 40% of the EDGE Blue or 40% of the EDGE Green. The chosen color must remain consistent across the entire design.

Colors

DO use 40% of the EDGE Blue for the line

color on an EDGE Blue background.

DO be consistent with the line color used on a

white background.

OR

DO use 40% of the EDGE Green for the

line color on an EDGE Green background.


EDGE Imagery

When choosing photographic images to represent EDGE, always keep the following in mind:

• EDGE is a B2B operation that certifies projects, not companies. Our clients in turn market their buildings either B2B or B2C. For this reason, images of buildings are most relevant.

• Images of buildings must be either hi-res models or actual photographs, but cannot show the building under construction.

• Selected photos of buildings should show resource efficiency systems and solutions whenever possible, and should avoid showing high-end luxury or swimming pools reflecting an intense consumption of resources.

• Whenever possible, include photos of people using buildings, even if they are in models. As more and more buildings that have received a preliminary EDGE certificate are built and become occupied, we can begin to utilize people in images more often.

If one photo is to be used for EDGE, use the “swoosh” shot, which is indicated bottom right.


EDGE Imagery

(Continued).

The iconic EDGE Blue tinted skyline of São Paulo shown at right is the only approved blue tinted image to be used for corporate communications.

City-specific skylines may be used in color, and will be provided to new and existing regions who wish to utilize these assets. Singular approved blue-tinted EDGE skyline image

Examples of region-specific color skyline images

2603 Marketing Resources / EDGE Brand Book & Style Guide Rev 4.2.18

Marketing Resources

03 Marketing Resources

27 Advertising General Print Advertising Electronic Kiosks Google Display Ads & Google AdWords 30 Banners & Backdrops Standing Banner Large Banner Repeating Pattern Backdrops 33 Booth Display 34 Brochure 36 Corporate Gifts 37 Email Campaigns Green Tips News Updates Technical Updates 38 Email Signatures EDGE Employees EDGE Experts & EDGE Auditors 40 Stationery Letterhead 41 Videography 44 Demonstration Videos


Advertising

General Print Advertising Templates for both vertically and horizontally-formatted advertisements have been developed (see examples).These templates can be adjusted to any proportion to suit each use case.

Never attempt to recreate an advertising template.

Primary visual elements consist of:– IFC Logo.– Signature blue skyline with triangular pattern. – White wedge-shaped clearspace with EDGE

Logo.– Footer in EDGE Green with tagline.

Typographic rules at standard sizes are as follows: A. Headline, Frutiger Roman, 33 pt with a 43 pt

leading, set in white.

B. Body Copy, Frutiger Roman, 18 pt with a 28 pt leading, set in white.

C. URL, Frutiger Roman, 22 pt, set in white.

D. Tagline, Frutiger Roman, 20 pt, set in white.

edgebuildings.com


EDGE makes it faster,easier and more affordablethan ever before to buildand brand green in nearly 140 countries.

The free EDGE software empowers you

to determine the most cost-effective options

for your building’s resource-efficient design.

edgebuildings.com


EDGE makes it faster, easier and more affordable than ever before to build and brand green in nearly 140 countries, including Ghana.

Vertical format

Horizontal format


Advertising

Electronic KiosksA marketing campaign has been created for electronic kiosks, which are displayed at IFC’s headquarters but can be re-purposed as needed.

The following examples show a sampling of the campaign’s messaging.

SpecificationsDimensions: 22 X 28 inchesFile format: jpeg File size: no larger than 2MB Type size: no font size smaller than 15 pt.


Advertising

Google Display AdsA Google Display Ad campaign can be customized at the country level. The ad dynamically transitions with the messaging as specified, coming to rest after the fourth frame, when the logo appears (in the fifth frame).

Google Display Ads can be used for retargeting campaigns, so that after a visitor leaves a country-specific landing page, the ads will appear on any sites that he/she may visit that are part of the Google Display Network (90% of all websites). Frequency of retargeting and length of the campaign can be carefully controlled.

Google AdWordsGoogle AdWords campaigns have been developed based on certain topics, including EDGE certification, green buildings, green building certification, green building software, energy-efficient design, and EDGE Experts. Keywords have been rigorously analyzed for performance. Campaigns can be designed at the global or country level, at virtually any level of investment, and are available in English, Portuguese, Spanish and Vietnamese.

In English, we have set up four allowable extensions for each ad that take the user (upon click through) to either the EDGE App, EDGE Experts, certify page, or Green Tips. On the right is an example from our South Africa campaign that is based on an actual search on the keywords “green buildings.”

Google Display Ad Example

Google AdWords Example Results

Screen shots of time-lapse


Banners & Backdrops

Standing BannerFollowing are examples using the template for standing banners (also called “standees” or “pull-up banners”) that bring attention to the relationship between IFC’s EDGE and the local certification provider.

At least two banners must be produced in each target country. The banners can be translated into other languages as well.



In association with


In association with

Generic format Certifier-specific format Certifier-specific format


Banners & Backdrops

Large BannerLarge banners allow the branding of entire walls and are ideal for outdoor event spaces to bring strong attention to the brand.

Primary elements consist of:– EDGE and IFC Logo lockup.– Signature blue skyline with triangular pattern. – The call to action in large lettering.– The URL for the EDGE website.

Large Banner Example


Banners & Backdrops

Repeating Pattern BackdropsBackdrops provide an opportunity for greater media coverage during various types of events.

When space or line-of-sight is at a premium a backdrop with a repeating logo pattern ensures the greatest visibility.

The standard repeating backdrop consists of the EDGE and IFC Logos.

These backdrops can also bring attention to the relationship between EDGE and a certifier (as shown).

Repeating format: EDGE & IFC Logos Repeating format: EDGE & Certifier


Booth Display

Artwork has been created for a booth that can be altered to suit different dimensions depending on conference requirements. The graphics bring strong attention to the brand with the call to action in large lettering. Certifier logos and the website are also included in this example, where the left-hand and right-hand parts of the banner serve as the respective walls, and the central section is the back of the booth.

Booth Panel: Left

Booth Header

Booth Panel: Center Booth Panel: Right

Artwork at 1/2 scale(50%): 1mm = 2mm — Final art: 2M WIDE X .25M TALL (Fascia Panel)

edgebuildings.com


Brochure

The EDGE brochure is a 16-page, self-cover document that should be printed for hand-out purposes and also displayed digitally within the Brochure section on the EDGE website. The brochure can be translated into the respective language and customized on the following pages:

– Page 3: global/local certifier’s logo and brief description.

The new heat map in the center-fold of the brochure (pages 8-9) is continuously updated to reflect new countries added to EDGE and the level of uptake in each country, so always ensure that you have the latest map.


edgebuildings.com

In today’s competitive world, property developers are trying their best to build sustainably. Resource-efficient buildings clearly have impact, from the corporate bottom line to a homeowner’s pocket. But how does a developer confidently capture this value while gaining brand recognition?

An EDGE-certified residential building in Bangalore by VBHC.

EdgeIS THE SOLUTION

– Kojo Addo-Kufuor Chief Operating Officer, Ghana Home Loans

“EDGE gives true meaning to environmentally-friendly construction.”

The solution is EDGE, a green building

certification system for emerging

markets created by IFC, a member of

the World Bank Group. EDGE is a measurable way for builders to optimize their designs, leading to

a more investment-worthy and

marketable product. By keeping

certification fast and inexpensive, EDGE

keeps pace with the momentum that

developers need to stay at the forefront

of the green building trend.

The EDGE software shows within minutes how committing to a few practical

energy and water-saving options improves building performance at little or no cost.

The numbers are brought to the forefront to reveal the most economically viable path to building green.

EDGE focuses the certification process on technical aspects that yield meaningful

results. This makes it easier for developers to build a portfolio of innovation that

attracts new customers and boosts brand equity.

EDGE projects in Ghana and Nigeria are

certified by thinkstep-SGS, a consortium that

sets the global benchmark for quality and

integrity as providers of independent oversight

for professional credentialing and project

certification programs, including EDGE.

Beneath an intuitive interface is a

powerful engine that understands local

climatic conditions and how the building

will be used by occupants.

Discover the ideal bundle of measures

for the best investment return within

minutes.

The EDGE software is free to everyone

with certification available at a modest

cost.

With EDGE, green buildings are

suddenly available to all.

SMART

FAST

AFFORDABLE

INCLUSIVE

EdgeEMPOWERS DECISION-MAKING

Never before have building design teams been able to quickly and easily choose systems and solutions while immediately viewing the financial and environmental impacts. The EDGE complimentary software is available at edgebuildings.com.

– DevelopingSmartCities.org

“EDGE leverages the power of gaming…it only took me 30 minutes to design my first project.”

edgebuildings.com

EDGE proves that the next generation of buildings can be more profitable while making a lighter carbon footprint. To qualify for certification, a building must achieve a 20% reduction in energy, water, and embodied energy in materials compared to a conventional building. EDGE works for a variety of residential and commercial buildings in nearly 100 countries, including homes and apartments, hotels and resorts, office buildings, health care facilities, and retail establishments.

Building design teams can now adopt a quantitative approach, as the

EDGE software shares localized costs

and climate data for site-specific results.

The interface enables easy modeling

of future performance without sacrificing design integrity. EDGE

is useful for all stages of a project’s life

cycle – from the pivotal moment when

design is born, straight through to

on-site decision-making.

EdgeDRIVES RESULTS

The EDGE-certified FPT Complex in Danang, Vietnam.

The EDGE-certified Citra Towers Kemayoran in Jakarta by PT Ciputra.

DESIGN

ACHIEVE

CERTIFY

EdgeHAS GLOBAL IMPACT

From affordable apartments to high-end residences, from business to luxury hotels, and from commercial properties to healthcare facilities, millions of square meters of floor space have become EDGE certified.

These green buildings dot the landscape in dozens of countries around the world, bringing a higher asset value to their owners with better operational performance and reduced carbon emissions. To view project studies, visit www.edgebuildings.com/projects.

EDGEIN THE MILLIONS

1 (Cover) 2 4

86

3 5

97

(continued)


Brochure

(Continued).

To create a deeper layer of customization, the case studies on pages 11 and 13 can be replaced with in-country examples. Note that this requires a thorough understanding of the numbers and approval processes with the project owner(s), which can take time.

Pages 14-15: additional spot for global/local certifier’s description.

Page 16: space for donor acknowledgment.

To ensure consistency of design and a problem-free printing experience, it is highly recommended to use the EDGE Team’s approved graphic designer.

Print Specifications– 6.5" x 11", 16-page self-cover– 4/C Process + Flood Satin Aqueous Coating, 5/5– 100 lb. Text, Anthem Plus Matte (or equivalent)– Trim fold & saddle stitch– Boxes in quantities no larger than 200 brochures per box

RESIDENTIAL CASE STUDY Affordable Homes in South AfricaInternational Housing Solutions (IHS)

Smart homebuyers understand the tangible benefits that owning a green home brings. Through such sensible solutions as low-energy lighting, thermal glass, and water-conserving fixtures, developers can meet the expectations of consumers who want to save money while living in comfortable spaces with good ventilation and abundant daylight.

EDGE-certified homes attract

prospective buyers who understand the long-term value of their investment in a green residence, with

its lower utility bills and higher re-sale

price. Homeowners also believe in the

sense of fulfillment that comes with

making a responsible choice. Developers

can capitalize on these advantages and

aspirations to win new customers and

promote their brand.

Why Homebuyers Prefer a Green Home

Cuts utility, maintenance, and repair costs. Commands a higher re-sale price. Creates a more comfortable lifestyle. Inspires pride of ownership. Protects the planet.

EdgeFOR HOMES

The EDGE-certified Candlewood Crescent by RPP Developments in Johannesburg

“EDGE is most

definitely a game-

changer. I believe

in things that are

tangible and have

tangible results.”

– Jock Seeliger Managing Director, RPP Developments

SOLUTIONS SAVINGS

Energy 30% Reduced Window to Wall Ratio Insulation of Roof Solar Hot Water Collectors Smart Meters

Water 28% Low-Flow Showerheads Low-Flow Faucets for Kitchens and Baths Dual-Flush Toilets

Materials 36% Hollow Core Precast Floor Slabs Steel Sheets on Timber Rafters for Roof Facing Brick and Solid Concrete Blocks for External Walls Solid Dense Concrete Blocks for Internal Walls

RESULTS

Extra Costs & Payback Time Green Solutions (ZAR/month/home) 8,650 Payback (Yrs.) 2.9

Savings Utility Bills (ZAR/month/home) 246 Energy (kWh/month/home) 101 Water (kL/month/home) 5 Embodied Energy (MJ/home) 15

Environmental Benefits GHG Savings (tCO

2/year/home) 1.06

There are many reasons to opt for a resource-efficient commercial building. Tenants and guests will appreciate the value proposition of reduced operational costs. Lower break-even occupancy rates will protect against market variability. And investors will respond well to a strong balance sheet.

The EDGE software provides an

opportunity to explore technical

options while viewing capital expenses

and utility savings. Extra capex of

just two percent has been known

to produce savings greater than

10 times the initial cost of building

green. In addition, the building itself will command greater market value due to its ability to deliver on the

operational front.

“The Exchange

Complex is a great

achievement for

our project team,

demonstrating how

EDGE certification

recognizes

sustainability

measures that reflect

the local context and

climate”

EdgeFOR COMMERCIAL BUILDINGS

Top Reasons to Own an EDGE-Certified Building

Sends a positive signal to investors. Drives profitability that leads to expansion. Increases property valuation. Ensures cost control and consistency across properties. Complements efficiencies in construction and labor. Contributes to a brand of corporate sustainability.

COMMERCIAL CASE STUDY Radisson Blu Hotel in Ghana

– Ronak Gawarwala Sustainable Design Leader HOK

The EDGE-certified Radisson Blu Hotel, Exchange Development by Mabani Seven Co Ltd in Accra, Ghana

Located in Changxing, the “Bruck” Passive House by Landsea is EDGE-certified.

SOLUTIONS SAVINGS

Energy 22% Reduced Window to Wall Ratio Air Conditioning w/ Air-Cooled Screw Chiller Low-E Coated Glass Insulation of Roof Energy-Efficient Lighting System High-Efficiency Boiler for Hot Water Sensible Heat Recovery from Exhaust Air

Water 24% Low-Flow Plumbing Fixtures Rainwater Harvesting System Dual-Flush Toilets in All Bathrooms Water-Efficient Landscaping Condensate Water Recovery Black Water Treatment & Recycling System

Materials 22% Medium-weight Hollow Concrete Blocks for Internal and External Walls Terrazzo Tile Flooring

RESULTS

Extra Costs & Payback Time Green Solutions ($) 111,000 Payback (Yrs.) 0.6

Savings Utility Bills ($/month) 14,600 Energy (kWh/month) 88,178 Water (lt./guest/night) 83 Embodied Energy (MJ/m2) 346

Environmental Benefits GHG Savings (tCO

2/year) 202

EDGE CERTIFICATION PROCESS

Certification is initiated at the early design stage, when details of the project are entered into the EDGE software and green options are selected. The project must reach the EDGE standard of a 20% improvement in energy, water, and materials as measured against local construction practice. When achieved, the project is registered for certification.

During the certification process,

documentation is submitted by the

client and reviewed by EDGE-accredited

auditors at the design and construction

stages, with a site audit performed.

Projects that meet the EDGE standard

receive a certificate confirming predicted

performance.

SAMHI’s corporate leadership at an EDGE certification ceremony.

EDGE CertificationHOW IT WORKS

IFC works with premier partners to scale up green building growth in emerging economies.

The consortium of thinkstep-SGS combines unparalleled expertise in the

development and operation of green building standards with the highest level of

verification and certification services. thinkstep-SGS is a global certification

provider for EDGE and the sole certifying body for EDGE projects in Ghana and

Nigeria, offering a one-stop shop for auditing and certification.

For more information, including pricing, visit www.edgebuildings.com/ghana

and www.edgebuildings.com/nigeria, or email [email protected].

thinkstep-SGSTHE EDGE CERTIFICATION PARTNER IN GHANA AND NIGERIA

DESIG

N STA

GE

CON

STR

UC

TIO

N S

TAG

E

Auditor Review and Site Audit

Submission of As-Built Documentation

AuditorReview

EDGE Partner Check

CLIENT

AUDITOR

CERTIFIER

CERTIFICATION

EDGE Partner Check

EDGECertification

Design Inputsinto EDGE

Project Registration

PreliminaryCertification

As-Built Inputs into EDGE

Submission of Design Documentation

EDGEAn innovation of IFC, EDGE creates intersections among developers,

building owners, banks, governments, and homeowners to deepen

the understanding that everyone wins financially by building green.

EDGE jumpstarts the mainstreaming of green buildings to help tackle

climate change.

IFCIFC is a member of the World Bank Group that focuses on private

sector development. Working with partners in more than 100

emerging markets, IFC invests, advises, and mobilizes resources from

others, creating opportunity for clients in a broad range of industries.

edgebuildings.com

EDGE in Ghana and Nigeria is supported by:

Additional support is provided by Austria, Canada, Denmark, ESMAP, the EU, Finland, GEF, Hungary and Japan.

16 (Back Cover)

12

14

10 13

15

11


Above: Typical black covered notebook

with embossed art. Mechanical layout

shown above far right.

Right: Interior EDGE informational

pages that are printed and bound

into the notebook.

Corporate Gifts

It is recommended that corporate gifts be extended that are a reflection of the sophisticated quality of the EDGE and IFC brands. It is not recommended that pens, thumb drives, or other branded “tchotchkes” be created that cheapen the EDGE brand and often end up unused or, worse yet, in a landfill.

Corporate gifts in the form of a branded notebook have been created that provide background information, the software and standard, and the purpose of the program, on pages that are stitched into the front, middle, and back of each notebook.

The notebook is a classic black, with the triangular pattern embossed on the front, and the EDGE Logo appearing on the front cover and the IFC Logo on the back cover. Notebooks can be customized with the owner’s name appearing on the front, or notebooks can be purchased in bulk without a namesake.

JOHN SMITH


Email Campaigns

The EDGE Team has developed three email products, each with their own campaign header.

Green Tipsfor stories about green design, green financing, and more, sent to EDGE users and those who have signed up for Green Tips on the EDGE website. Green Tips are part of a marketing automation or “educational series” where users are sent an email on a monthly basis triggered by their sign-up.

News Updatesfor programmatic announcements that aren’t technical, sent to EDGE users.

Technical Updatesfor technical news related to the EDGE software, sent to EDGE users.

Campaigns can also be conducted at the local level, translated if needed, and sent by MailChimp to EDGE users who reside in the respective country. Additional lists can be added to MailChimp for locally generated campaigns, but since we are sending emails from the United States, all campaigns must be CAN-SPAM compliant.

Green Tips News Updates Technical Updates


Email Signatures

EDGE EmployeesEmail signatures are one of the most important digital assets of any brand, as there are more impressions than almost any other medium due to the sheer volume of communications. For this reason, it is essential that the EDGE Team is in full compliance with the email templates that are available to them.

Ideally, your title in your email signature should indicate your role on the EDGE Team. The website, Twitter handle, and LinkedIn profile for the brand should all appear within your signature, along with the EDGE Logo.

If you prefer, you may also indicate your physical address and opt for the IFC Logo over the EDGE Logo, as long as you have ample references to the EDGE brand within your signature, as demonstrated.

Do not add any other discretionary information or images to your email signature, so there is consistency in our communications and we provide clarity for the EDGE brand.

SpecificationsThe Arial font is used for all text.

Name: Bold 15pt, IFC BlueTitle: Bold 13pt, 80% Black (Dark Gray)Contact information: Regular 11pt, IFC BlueContact callouts: 11pt, EDGE Blue

EDGE Employee: EDGE Logo Example EDGE Employee: IFC Logo Example

Rebecca MenesGlobal Marketing Lead, EDGE

T +1 (202) 458-2884T +1 (202) 841-7746E [email protected] www.edgebuildings.com

www.twitter.com/edgebuildings www.linkedin.com/company/edgebuildings

Rebecca MenesGlobal Marketing Lead, EDGE

T +1 (202) 458-2884T +1 (202) 841-7746E [email protected] www.edgebuildings.com

www.twitter.com/edgebuildings www.linkedin.com/company/edgebuildings

A 2121 Pennsylvania Ave. NW Washington, DC 20036


Email Signatures

Experts & AuditorsEDGE Experts may also include reference to their accreditation within their titles, and can add the EDGE Logo below their email signatures as Shown.

The same holds true for EDGE Auditors.

EDGE Expert: Example EDGE Auditor: Example

Carlos Hernández AlvarezStructural Engineer and EDGE Expert

Carlos Hernández AlvarezStructural Engineer and EDGE Auditor

T: +52 55 1212 1212M: +52 55 1234 1234www.alvarezconsulting.com.mx

T: +52 55 1212 1212M: +52 55 1234 1234www.alvarezconsulting.com.mx

Alvarez & SonsConsulting

Alvarez & SonsConsulting


Stationery

US Letter & International A4Templates for the EDGE stationery can be found on OneDrive.

The EDGE Logo appears in the upper left-hand corner of page one. It is not necessary to repeat the logo on subsequent pages of a correspondence.

Typographic rules are as follows: Titles:18 pt., set in EDGE Blue.

Headers: 14 pt., set in EDGE Blue, all upper case, and accompanied by an underline set in EDGE Green.

Footer: 9 pt., including IFC copyright information on the left, with the name of the document and pagination on the right, and capped by a rule set in EDGE Blue.

©InternationalFinanceCorporation2017.Allrightsreserved. MarketingPlanforEDGEExperts ! 1

Marketing&CommunicationsPlanforEDGEExperts

I . DIGITALCOMMUNICATIONS

1. WebContent:CreateanewsectionontheDiscoverpageoftheEDGEwebsitetoencouragearchitectsandengineerstobecomeEDGEExperts.CreateanEDGEExpertstabthatlinkstoanEDGEExpertspagewith:

a. AnarrativeaboutEDGEExperts.b. Buttontechnologyforwatchingaone-minutevideoaboutEDGEExperts,abuttonforsigningupfor

EDGEExpertstraining,andabuttonthatlinkstoapageinordertofindanEDGEExpert.c. Avisualofthevalueproposition.d. FAQsthatadvisehowtobecomeanEDGEExpert,whatanEDGEExpertdoes,thedifferencebetweenan

EDGEAuditorandanEDGEExpert,andmore.e. Acalltoactionthatarticulatestheavailabilityoftrainingeitheronlineorinperson,withcosts,available

languages,andanyotherpertinentdetailsassociatedwitheach.f. Alinktoonlineon-demandtrainingandasign-upformforin-personandscheduledwebinartraining.

Inaddition,createthefollowinginothersectionsoftheEDGEwebsite:

a. ContinuouslypromotetheEDGEExpertsroleonarotatoratthetopoftheDiscoverhomepage.b. RewritetheclosefortheArchitects,AuditorsandEngineersmarketplayerpagestopiquetheirinterest

andencouragethemtobecomeEDGEExperts.

CreatethefollowingbrandingguidelinesforEDGEExpertsandEDGEAuditors:

a. DividetheBrandAssetswebpageintoGuidelinesforRealEstateDevelopersandGuidelinesforEDGEExpertsandEDGEAuditors.WorkwithourlegalcounseltocreatetheEDGEExpertsLicenseandParticipatingAgreement.

b. CreateBrandingGuidelinesforEDGEExpertswithrecommendationsforhowtheycanpromotetheirnewaccreditation,includingontheirbusinesscards,emailsignatures,throughouttheirLinkedInprofiles,andontheirwebsites.LinktotheEDGEExperts’brandingguidelinesfromtheEDGEExpertsFAQsandwithinGuidelinesforEDGEExpertsandEDGEAuditorswithinBrandAssets.

c. CreateseparateBrandingGuidelinesforEDGEAuditors.LinktotheEDGEAuditors’brandingguidelinesfromtheAuditors’CornerandwithintheBrandingGuidelinesforEDGEAuditorswithinBrandAssets.

2. EDGEExpertsOne-MinuteVideo:Createaone-minutevideo,nestingitwithintheEDGEExpertswebpage,

sendingitinemailcommunications,andbroadcastingitthroughsocialmedia,aswellasprovidingitasatoolforlocal/globalpartnerstoencourageparticipationthroughtheirnetworks.TranslatethevideointoSpanishandPortuguese.

3. Certificate:DesignanEDGEExpertscertificateforthosewhohavebeentrainedandpassedtheEDGEExam.

4. TechnicalSupport:Ensureadequatecoverageforresponsestoemailqueriesthroughedge@ifc.org.


I I . MARKETING

1. Research:Performresearchtoidentifymajorarchitecturalandengineeringfirmsaswellasrelevantindustryassociationsineachofthetargetmarkets(seetheMetricschartbelow)andbuildacontactdatabase.Reachoutthroughamulti-prongedmarketingapproachthatincludesemail,webinarofferings,andsocialmedia.

2. EmailCampaigns:SendtargetedMailChimpstotwoseparatelists,includinganywhohavepassedtheEDGE

ExamaswellasourentireEDGEsoftwareuserdatabase.

3. Webinar:HoldwebinarstopromotethenewroleofEDGEExperts,differentiatingtheirrolefromauditors,andadvisinghowtheycanpositiontheirnewserviceofferingtoclients.

4. SocialMediaCampaigns:TweetandposttheanimatedPowerPointonallsocialmediachannels,tobesharedby

localandglobalpartners.Conductapaid-forpromotedcampaignonLinkedIn,Facebook,andGoogleAdWords.

I I I . TRAININGMATERIALS*

1. Developtrainingmaterialsforface-to-faceandonlineenvironments,withtechnicalandBDmodules.

2. Sharealltrainingmaterialswithglobalandlocalpartners,encouragingtheiractiveparticipation.

*EDGEExpertstrainingisonedayinlength,hasvaryingcostsdependingonthepartnerandlocation,witharequiredtestataPrometricCenter.

IV. METRICSFORFY17

GLOBAL&LOCALPARTNERCAMPAIGNS

COUNTRIES HQCAMPAIGNS TOTAL %ALLOCATION

Brazil 188 188 375 5%

Colombia 188 188 375 5%

CostaRica 188 188 375 5%

India 750 1,125 1,875 25%

Indonesia 300 450 750 10%

Mexico 188 188 375 5%

Other 563 563 1,125 15%

Peru 188 188 375 5%

Philippines 450 300 750 10%SouthAfrica 375 375 750 10%

Vietnam 188 188 375 5%

TOTAL 3,563 3,938 7,500 100%


V. TIMELINEFORFY17

Letterhead: Example pages


Videography

File Settings In most cases, online media hosts (such as YouTube and Vimeo) optimize your video for online playback. However, proper settings will yield the best uploading results.

ResolutionIt’s recommended to upload videos in HD for quality playback. Traditional HD is 1920 pixels by 1080 pixels.4K (AKA Ultra HD) is 3840 pixels by 2160 pixels.

Aspect RatioUse one of the standard aspect ratios: 4:3 or 16:9. When the video is uploaded to the site, YouTube will either leave it as-is (for 16:9) or add vertical black bars (for 4:3). Don’t add horizontal black bars before uploading a video.

Frame RateKeep an original frame rate. Usually videos have the best quality if the frame rate is between 25-30 fps. with a maximum of 60 fps.

BitrateBitrate is highly dependent on video codec. Type Frame Rate Frame Rate Standard High (24, 25, 30) (48, 50, 60) 1440 (2K) 16 Mbps 24 Mbps 2016 (4K) 35-45 Mbps 53-68 Mbps

CodecMost suitable codecs for YouTube are H.264, MPEG-2 or MPEG-4. These codecs are used in most modern videos, so you’ll hardly need to change this parameter.

FormatYouTube states that the best format to use is MP4 (standard, HD and Ultra HD 4K quality).

Avoid: AVI and FLV. WMV HD format, as it will lose its quality. 3GP or SWF resolutions are too small.

AudioThe recommended sound parameters are MP3 or AAC format, 44.1kHz sampling rate and the highest bitrate possible, but no less than 192 kbps.

Recommended music has been purchased and is available for usage in EDGE videos.


Videography

CaptionsWhen citing specific locations or projects, or capturing expert commentary, proper on-screen identification is required. This is handled through the use of standardized, formated captions which call for a semi-transparent white field with text in Frutiger Bold, set in IFC Blue, and Frutiger Roman set in EDGE Blue (as shown).

For a video that is translated into a local language, it is best to include a voiceover in the local language rather than captions.

Video Content A wide array of subject matters and video stylings are acceptable, with a single guiding principal — that every scenario should capture a positive message (e.g. growth, change, progress, improvement, teamwork, etc.) about green buildings.

Audio TracksVoice overs are required to speak clearly and proficiently regardless of language. Tone should be authoritative without being off-putting. The speaker’s demeanor should be that of a trusted guide.

Music needs to be set at a volume as not to compete with any voiceovers or interviews.

Caption Style: Location example

Video Style: Fly over/aerial view

Caption Style: Client example

Video Style: Shot with a shallow depth of field

Sample Video: Diversity/collaborative teamsSample Video: Emerging market/time lapse

Sample Video: Active progressSample Video: Use of EDGE software


Videography

No Opening SequenceEDGE videos must immediately start without introduction slides of any kind, such as the EDGE Logo, a title, or credits.

Required Closing SequenceThe end of EDGE videos require proper branding and recognition. This is handled through a series of predetermined slides.

The following slides are required:– EDGE Logo. – IFC Logo. – Donor Acknowledgment.– EDGE website URL.

If there are primary and secondary donors they should be listed on separate slides with the headers included as indicated.

Closing Sequence: #1 EDGE Logo

Closing Sequence: #2 IFC Logo

Closing Sequence: #3 Primary Donors

Closing Sequence: #4 Secondary Donors

Closing Sequence: #5 EDGE website URL


Demonstration Videos

Software demonstration videos should follow the same rules set forth for videography. This includes formatting, audio, opening and closing sequences, etc.

Full ScreenFull screen views should be used often to retain a clear understanding of where, on the user interface, the demonstration is taking place.

Zoomed ViewsThe use of frequent pan and zoomed views aids in making it easier for the viewer to focus on highlighted sections of the user interface.

Tracking & Highlighting The ability to track the presenter’s mouse movements and highlighting on-screen choices is a necessity. The addition of supplemental on-screen call-outs, such as elements drawn in during the video editing, can reinforce what is being said in the voiceover audio track.

Full Screen: Example

Full Screen: Example Tracking

Full Screen: Example Highlighting

Zoomed View: Example Highlighting

Zoomed View: Example Highlighting

4504 Digital & Social Media / EDGE Brand Book & Style Guide Rev 4.2.18

Digital & Social Media

04 Digital & Social Media

46 Media Kit 47 Social Media 48 EDGE Website


Media Kit

The EDGE Media Kit includes resources which are critical to have on hand for when staff, certifiers and clients communicate with the media about EDGE. The kit includes the following documents, all of which are continually refreshed and available from the EDGE Global Marketing Team:

• About EDGE• Facts About Green Buildings• Prashant Kapoor’s Bio• Sample Media Story (“A Call to Action for

Green Buildings”)• Sample Pitch Letter• Sample Press Release• Timeline of EDGE Milestones

The best source for information about IFC’s broader green buildings program can be found within the About section, under EDGE.

Media training on EDGE is also available and can be arranged with advanced notice through the EDGE Global Marketing Team. With advanced notice, talking points can be provided for key market segments such as property developers and financial institutions. For more information, email the EDGE Global Marketing Lead at [email protected].

EDGE Media Training Sample slide


Social Media

EDGE actively participates on five social media channelsThere is one EDGE feed at the global level for each channel. No country-level or special interest feeds are permitted that either outright carry the EDGE brand or hint at it through name or visual association, whether by IFC staff or external parties.

When EDGE Team members with marketing and communications responsibilities are granted permission to post and tweet on EDGE channels, conventions for each channel must be rigorously followed to protect the EDGE brand. For more detailed information on participating on EDGE social media channels, email the EDGE Global Marketing Lead at [email protected].

Facebook Example

Twitter Example

Google+ Example

LinkedIn Example

YouTube Example


Website

The EDGE website provides a seamless customer experience for clients wishing to certify their projects, architects and engineers wanting to become EDGE Experts, and other visitors who simply want to learn more about the product and program. An extensive description of IFC’s green building market transformation program can be found in the built-out About EDGE section. The website also serves as the main portal through which visitors pass to use the free EDGE App. The site has been translated from English into Spanish, Portuguese and Vietnamese, with the EDGE App also available in Bahasa and Mandarin.

The EDGE website serves as a reference hub for translated brochures, user guides, technical updates, and other technical documentation. Major news stories are also archived here. Project studies for certified projects each have their own webpage, and Certify pages also serve as landing pages to point digital advertising towards and to share with clients directly, providing a country-specific lens to EDGE within the context of the global brand. EDGE Champions are acknowledged on the homepage, and EDGE Leaders are acknowledged on their respective country pages. The EDGE Brand Book and Style Guide lives within the EDGE website.

EDGE Buildings EDGE Website Home page

4905 Corporate Communication / EDGE Brand Book & Style Guide Rev 4.2.18

Corporate Communications

05 Corporate Communications

50 Brand Pillars 51 EDGE Standard Description 52 EDGE Boiler Plate 53 IFC Boiler Plate 54 Rules for Referencing EDGE 55 Tone 56 Donor Acknowledgment


Brand Pillars

Following are the brand attributes of EDGE:

Fast

Discover the ideal bundle of measures for the best investment return within minutes.

Easy

Now it’s easy to figure out which green solutions work the best for a particular climate, and how much they cost.

Free/Affordable

The EDGE software is free to everyone with certification available at a modest cost.

Smart

Beneath an intuitive interface is a powerful engine that understands local climatic conditions and how the building will be used by occupants.

Inclusive

With EDGE, green buildings are suddenly available to all.

World Bank Group

EDGE is an innovation of IFC, a member of the World Bank Group that focuses on the private sector.


EDGE Standard Description

The following paragraph should be used outside of formal press releases to describe EDGE:

An innovation of IFC, a member of the World Bank Group,

EDGE (“Excellence in Design for Greater Efficiencies”)

provides market leaders with the opportunity to gain a

competitive advantage by differentiating their products and

adding value to the lives of their customers. EDGE brings

speed, market intelligence and an investment focus to the

next generation of green building certification in nearly 140

countries. IFC created EDGE to respond to the need for a

measurable and credible solution to prove the business case

for building green and unlock financial investment. EDGE

includes a cloud-based platform to calculate the cost of

going green and utility savings. The state-of-the-art engine

has a sophisticated set of city-based climate and cost data,

consumption patterns and algorithms for predicting the

most accurate performance results.


EDGE Boiler Plate

The following paragraph should be used in press releases to describe EDGE:

An innovation of IFC, EDGE helps property developers

to build and brand green in a fast, easy and affordable

way. EDGE is supported by free software that encourages

solutions to reduce energy, water and the energy used

to make building materials by at least 20 percent, which

is the standard for EDGE certification. The program has

been generously supported by the following donors:

Austria, Canada, Denmark, ESMAP, EU, Finland, GEF,

Hungary, Japan and Switzerland. For more information,

visit www.edgebuildings.com.


IFC Boiler Plate

The following paragraph should be used in press releases to describe IFC:

IFC, a member of the World Bank Group, is the largest

global development institution focused on the

private sector in emerging markets. Working with

more than 2,000 businesses worldwide, we use our

capital, expertise and influence to create markets and

opportunities in the toughest areas of the world. In FY17,

we delivered a record $19.3 billion in long-term financing

for developing countries, leveraging the power of the

private sector to help end poverty and boost shared

prosperity. For more information, visit www.ifc.org.


Rules for Referencing EDGE

Following are rules for referencing EDGE in communications:

Other important communications points to remember are as follows:

• The words “Excellence in Design for Greater Efficiencies” must never precede EDGE, but can follow in quotes within parentheses, as in: EDGE (“Excellence in Design for Greater Efficiencies”). Care must be taken that “in” and “for” are not capitalized, even though they are capitalized in the EDGE Logo. Also, “Efficiencies” must appear in the plural, as the word refers to energy, water and embodied energy in materials.

• When EDGE is referenced in communications, “an innovation of IFC” should be included whenever possible. At a minimum, “IFC’s EDGE” must be mentioned.

• It is not necessary to spell out the words of IFC as “International Finance Corporation.” IFC must not be preceded by the word “the.”

• Inclusion of the World Bank Group should be made only in reference to IFC, such as “EDGE is an innovation of IFC, a member of the World Bank Group.” It is not allowed to mention the World Bank Group without IFC first being mentioned, or instead of IFC.

• When EDGE appears as a word and not a graphic, it must not be written as upper and lowercase, but must appear entirely in capital letters.

• EDGE must not be preceded with “the,” as in “the EDGE” or “the EDGE certification.”

• The EDGE software can be referred to in the following ways: “the EDGE software,” “the EDGE software platform,” “the EDGE software application,” “the EDGE online application,” or “the EDGE App.”

• The EDGE software must never be referred to as a “tool,” which is too casual.

• As an entirety, EDGE can be referred to simply as “EDGE.” It is also appropriate to refer to the “EDGE standard” and the “EDGE certification system” or “EDGE certification program.”

• Whenever possible, the word “EDGE” should hyperlink to www.edgebuildings.com in all digital communications. Do not hyperlink the word EDGE to any other platform, including that of certifiers.

• EDGE is available to anyone who is building projects in nearly 140 countries. We do not refer to the countries as “emerging markets,” as EDGE is now available to industrialized countries as well. Never use the words “developing countries” in conjunction with EDGE.

• Do not confuse EDGE with IFC’s Green Building Market Transformation Program, which is more comprehensive than EDGE and includes investment, advisory services to financial institutions, and code work. For EDGE to retain its commercial appeal, it is essential not to intentionally mingle it with IFC’s broader work in the green building space.


Tone

The following describes the tone of voice to be used in all EDGE communications:

EDGE is non-competitive in nature, as its intention is

to help scale up green building eco-systems. EDGE is

one of many certification systems, each having their

own purpose and advantage within a given market.

EDGE is respectful towards these other systems and

approaches its role in the marketplace with humility.

This is particularly important given the prominence of

the World Bank Group name.


Donor Acknowledgment

Donors to the EDGE program should be acknowledged whenever possible, including in brochures, invitations, programs, banners, press releases, videos and on the EDGE website. A tiered approach should be taken to acknowledgment where the logo of the primary donor is listed first (SECO) with secondary donors (country-level and global) listed in a smaller font below. Whenever possible, the donor acknowledgment should appear with the EDGE and IFC logo lockup to indicate a supporting relationship, such as in the following example:

Donor Acknowledgment EDGE and IFC Logo Pairing Example

EDGE in Ghana and Nigeria is supported by:

Additional support is provided by Austria, Canada, Denmark, ESMAP, the EU, Finland, GEF, Hungary and Japan.

On white background

On blue background


Certification

06 Certification

58 Certification Providers 59 Anatomy of a Certificate


Certification Providers

The following certification providers are authorized to provide EDGE certification services in countries where projects can be designed within the EDGE software, if a local certification provider is not operating in that country.

Note that the consortium of thinkstep-SGS must always be written in its hyphenated form, with thinkstep appearing in lower case and positioned first before SGS. The thinkstep-SGS logo should never be assembled by hand, but should be downloaded from its location on OneDrive.

The following local certification providers are exclusive providers of EDGE certification services in their respective countries:

Colombia Costa Rica Ghana, Nigeria India

Indonesia Philippines South Africa Vietnam

Global Certifiers If no local provider available


Anatomy of a Certificate

The front pages of the preliminary and final EDGE certificates are designed so that together the design completes itself. The callouts on this page indicate the anatomy of a certificate.

Preliminary & Final Certificate Example front Preliminary & Final Certificate Example common back

1. The unit number is the only distinguishing factor among multiple certificates for a residential project.

2. The certificate number is unique to the project. For example, each residential model typology, such as a one-bedroom unit type, will have a certificate number, but each unit does not.

3. Percentage numbers should not appear with decimal points.

4. Operational CO2 Emissions and Operational CO

2 Savings have been recently added.

5. The logo of the certifier, along with the certifier’s name, title and the date of issue, appear on one side of the certificate, with the IFC and World Bank logo positioned as offering the product and program.

6. Measures are only included in each of the three sections if they positively impact resource efficiency results for that specific category, whether energy, water or materials.

7. The auditor’s name appears on the certificate to verify who performed the audit and indicate accountability.

8. The date of issue appears by itself on the final EDGE certificate, but includes the three-year date of expiry on the preliminary certificate.

9. The disclaimer indicates that predicted efficiencies are not a guarantee of future performance, and provides a reminder that virtual energy does not contribute savings to utility bills.

10. The bar code correlates to the certificate number for the project. In other words, each residential unit does not have a different bar code.

ENERGY MEASURES Reduced Window to Wall Ratio Insulation of Roof Insulation of External Walls Variable Refrigerant Volume (VRV) Cooling System Energy-Saving Light Bulbs - Sales Area Energy-Saving Light Bulbs - Corridors and Common Areas Energy-Saving Light Bulbs - External Spaces Occupancy Sensors in Bathrooms Variable Frequency Drives in AHUs Sensible Heat Recovery from Exhaust Air CO2 Sensor/Demand-Controlled Ventilation for Fresh Air Intake

WATER MEASURES Dual Flush for Water Closets in all Bathrooms Water-Efficient Urinals in all Bathrooms Aerators & Auto Shut-off Faucets in all Bathrooms Water-Efficient Kitchen Faucets

MATERIALS Floor Slabs: Hollow Core Precast Slab Roof: Steel-Clad Sandwich Panel External Walls: Steel-Clad Sandwich Panel External Walls: Autoclaved Aerated Concrete Blocks Internal Walls: Autoclaved Aerated Concrete Blocks Internal Walls: Plasterboards on Metal Studs with Insulation

www.edgebuildings.com

EDGE is a registered trademark of IFC. ©IFC 2016 The EDGE standard requires 20% efficiencies in energy, water and materials compared to a local benchmark. Predicted efficiencies are not a guarantee of future operational performance. Energy savings may be associated with virtual energy for comfort depending on the presence of heating and cooling systems. Virtual energy does not contribute savings to utility bills.

This certificate is issued by the Certifier based on information provided by the client and the audit by the Auditor, and is subject to the terms and conditions of the Certifier. Contact [email protected] if the above measures are not consistent with your observation on the project.

THIS CERTIFIES THAT LT-131 Kaunas Šilainiai Baltų av. 10 Kaunas, Lithuania DEVELOPED BY LIDL Lietuva HAS ACHIEVED AN EDGE CERTIFICATE CERTIFICATE NUMBER GP1-LTU-18021310020928-1 WAS AUDITED BY Angel Rodriguez EDGE Software Version: 2.1.4

CERTIFIED BY thinkstep-SGS

Thomas Saunders, Principal Consultant DATE OF ISSUE 2/21/2018

THIS CERTIFIES THAT

Condominio Santa Verde Edificio Laurel Comercial HAS ACHIEVED AN

EDGE PRELIMINARY CERTIFICATE

Exemplifying achievement in the following areas:

23% Energy Savings

28% Water Savings

23% Less Embodied

Energy in Materials

CERTIFICATE NUMBER LP3-CRI-16101210005757-1P

DEVELOPED BY Cuestamoras Urbanismo

Ana Quirós Lara, Presidente Date of Issue: 28-Dec-2017

CERTIFIED BY Green Building Council Costa Rica

6.20 tCO2/year Operational CO2 Savings

THIS CERTIFIES THAT

LT-131 Kaunas Šilainiai

HAS ACHIEVED AN

EDGE CERTIFICATE

Exemplifying achievement in the following areas:

55% Energy Savings

41% 42% Less Embodied Energy in Materials ___________________

CERTIFICATE NUMBER GP1-LTU-18021310020928-1

DEVELOPED BY LIDL Lietuva

Water Savings

Thomas Saunders, Principal Consultant Date of Issue: 2/21/2018

CERTIFIED BY thinkstep-SGS

96 tCO2/year Operational CO2 Emissions 118 tCO2/year Operational CO2 Savings

10

98

7

6

54

3

2

1

6007 Sales & Promotions / EDGE Brand Book & Style Guide Rev 4.2.18

Sales & Promotions

07 Sales & Promotions

61 Presentations 62 Promoting EDGE-Certified Projects


GREEN BUILDINGSFOR A SMARTER WORLD


HOW CAN I INCREASE THE MARKETABILITY OF MY BUILDING BY GOING GREEN?

________

FOR A SMALL INVESTMENT, ACHIEVE EDGE CERTIFICATION AND INCREASE THE MARKETABILITY OF YOUR BUILDING.

EDGE MAKES IT FASTER, EASIER AND MORE AFFORDABLETHAN EVER BEFORE TO BUILD AND BRAND GREEN.

________

EDGE is an innovation of IFC, a member ofthe World Bank Group.

20%

THE SOLUTION IS EDGE: A SOFTWARE, A STANDARD,AND A GREEN BUILDING CERTIFICATION SYSTEM.

________

BUILD A GREEN PORTFOLIO AND BECOME A PART OF A GROWING COMMUNITY OF GLOBAL LEADERS.

MEXICO:City ExpressLares DesarrollosMetric Development GroupVinte

COLOMBIA:City Express

BRAZIL:Canopus

INDIA:AbhikalpanAroma RealtiesJohnson ControlsNJ ZinniaQuasitumSAMHIShapoorji PallonjiVBHC

VIETNAM:Capital HouseCiputraFlamingo Dai LaiFPTHUDLANDNam CuongNam LongNational Housing OrganizationNovaland GroupTien Phat

INDONESIA:Bumi Lestari MakmurCiputraEmporium IndonesiaPanoramalandSpringhill Group

LEBANON:CareMedLebanese American University

CHINA:Johnson Controls Landsea

SOUTH AFRICA:IHSSimilan

PHILIPPINES:Imperial HomesPrimavera

ECUADOR:Vega Tobar

COSTA RICA:City ExpressFuproviICEICT

LEBANON:CareMedLebanese American University

BULGARIA:Kaufland

ARGENTINA:CassaformaJefatura de la Ciudad de Buenos AiresGCBAGrupo EdisurHospital Alemán Asociación CivilMakro Supermayorista

GHANA:CDC/Actis

THAILAND:Ticon Group

HOW DO I KNOW WHAT OPTIONS TO CHOOSE TO DESIGN GREEN?

________

THE FREE SOFTWARE SHOWS HOW YOU CAN CUT BACK ON THE RESOURCE INTENSITY OF YOUR BUILDING DESIGN.

________



Presentations

There is only one authorized EDGE Marketing Presentation, which is continuously refreshed and is available for downloading in English, Spanish and Turkish. This is the presentation that is provided in training to IFC staff and EDGE Experts. Any other presentation that is given on EDGE that does not conform must first be approved by the EDGE Global Marketing Lead at [email protected]. Other presentations will be developed in the future for different target audiences.

Slide Examples


Promoting EDGE-Certified

Projects

EDGE has two stages: design and final construction. A project is awarded a “preliminary EDGE certificate” at the design stage, and “EDGE certification” at the post-construction stage. Note that the word “certification” should not be used at the preliminary stage, only at the post-construction stage.

As soon as a project has achieved a preliminary EDGE certificate, the client can promote the project as “EDGE-certified.” Before receiving the preliminary EDGE certificate, the client cannot refer to his project as “registered to achieve EDGE certification.”

Because EDGE has a complimentary software product for verification of resource-efficient design, the potential exists for false claims that a project has achieved EDGE certification when it has only met the EDGE standard. This is why we do not allow promotion of a project at the registration stage. That said, because EDGE has design software – and because we want to encourage awareness of the EDGE brand and the proliferation of green buildings in challenging markets around the world – we encourage clients to promote their project as “EDGE-certified” once it has achieved a preliminary certificate.

Clients are encouraged to use the EDGE Logo for their EDGE-certified projects, such as in this example for Vivela’s Acalli.

EDGE Promotion on a Client Website Example

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X

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X

On white background

INICO DESARROLLOS PORTAFOLIO BLOG PROMOCIONES NOSTROS

La certificación EDGE permite construir de manera sostenible

viviendas económicas o apartamentos de lujo, hoteles o

complejos turísticos, edificios de oficinas, hospitales o

establecimientos comerciales.

EDGE ayuda a los desarrolladores de propiedades a construir viviendas que incluyen soluciones tales como iluminación con bajo consumo de energía,

energía solar y dispositivos de conservación del agua. Los propietarios de viviendas pueden ahorrar al menos un 20% en las facturas de energía y

agua en comparación con una vivienda común, lo que aumenta la confianza en el valor de la inversión a largo plazo. Las viviendas ecológicas no solo

dan mejores resultados, sino que normalmente se venden hasta cuatro veces más rápido y a un precio entre un 4% y un 10% superior.

Ventajas para los Propietarios de Viviendas:

ACALLI cuenta con certificaciónEDGE.

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