Brand GuidelinesSeptember 2007 Updated

Table of ContentsStrategic Background ..................................... 1-2

Logo.................................................................. 3

Logo (Primary Signature)................................ 4

Color Palette.................................................... 5

Logo Usage (Color Variation)......................... 6

Clear Space..................................................... 7

Background Control........................................ 8

Incorrect Usage................................................ 9

Typography....................................................... 10

Typography Usage........................................... 11

Signature Placement....................................... 12-13

Trophy............................................................... 14

Trophy Branding............................................... 15

Live Examples.................................................. 16-18

StrategicBackgroundThe Context In Which We Exist

“We need to reinvent the way we market to consumers. We need a new model. It does not exist. No one else has one yet. But we need to get going right now.”– A.G. Lafley, Chairman-CEO P&G, 2004

Marketing is in the midst of the most challenging period of change and uncertainty in decades. The meaning of marketing itself is being redefined, and clients are faced with new sets of challenges in everything from media and messaging, to understanding the environmental impact of their product. With all of the changes that are taking place in marketing however, at least one fundamental thing remains unchanged; the desire for results.

The Challenge For Effie

The Effie award is currently the only major ‘advertising’ award which reflects the combination of strategy, creative and resulting effectiveness of communications. It is the effectiveness which is the substance which truly sets Effie apart.

However, despite this strategic clarity and the very high regard for Effie across the globe, we need to take a more assertive brand guardianship approach due to these changing times and the geographic spread of the brand.

Consequently as well as updating the Awards themselves we have conducted an overhaul of our own visual identity.

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StrategicBackground (Continued)

Evolving Effie

A series of bold steps have been initiated to elevate the Effie award in the eyes of the ‘advertising’ community, as well as reaching out to include the broader domain of marketing; Design, Branding, Digital, Guerilla, etc. Just some of those steps are…• New inclusive judging guidelines encourage submission from any form of marketing communi-cations, whether mainstream or alternative; digital or print; design or advertising; paid or unpaid, etc.• Judging panels comprised of leaders from across the spectrum of marketing disciplines, from both agency and clients• New awards in such emerging categories as:

David Vs. Golaith: Smaller or emerging brands taking on established category heavyweightsMedia Idea: recognition that the lines between creative and media are blurring, and this category looks to award those ideas where the media application was a driving factor behind the overall idea.

…and many more.

The Role For Design

With all of these important changes taking place in the makeup of Effie, a new visual identity was seen as necessary to firstly, visibly signal that an evolution was taking place. And secondly, an updated and well executed design, would demonstrate the new direction of Effie.

Key criteria for communications for the evolved design were as follows:•Create a more contemporary, iconic visual ID•Retaining a link to the legacy of Effie•Elevate us to the identity caliber of D&AD, Cannes demonstrating excellence•Make it a trophy everyone in the business would want

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Logo

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Logo (Primary Signature)The effie awards signature is the graphic symbol of the corporate brand and is an important corporate asset. This asset must be protected from misuse by assuring consistent,high-quality reproduction of the signaturewherever it appears.

The logo is composed of two elements: a symbol in the rendition of the trophy and a crafted logotype based on ITC Avant Garde Bold. The symbol and logotype can be used on their own depending on the circumstance i.e. super graphic, sign off, etc.

It is a unique piece of artwork and must never be re-created or typeset. Only the approved digital files should be used to reproduce the signature. These guidelines will help you reproduce the effie awards logo with care, precision, and consistency. Pa

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Pantone 872 CPantone 872 C 70%Pantone Process Black C

Wordmark

Symbol

Pantone 872 C Pantone 877 C Pantone 8562 C Pantone Process Black C

Pantone 872 C 70% Pantone 877 C 70% Pantone 8562 C 70% Pantone Process Black C 80%

C 20 M 30 Y 70 K 15 C 00 M 00 Y 00 K 40 C 41 M 74 Y 69 K 43 C 00 M 00 Y 00 K 100

C 14 M 21 Y 49 K 11 C 00 M 00 Y 00 K 28 C 39 M 56 Y 51 K 11 C 01 M 01 Y 01 K 80

Color PaletteThe color palette is based on the highlights and tones of the trophies’ colors bronze, silver, gold and the Grand effie’s Black. Gold is the primary color.

The colors shown throughout this manual have not been evaluated by Pantone, Inc., for accuracy and may not match the PANTONE Color Standards. PANTONE® is a registered trademark of Pantone, Inc.

Secondary Color Palette Tints

Primary Color Palette

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Logo Usage(Color Variation)Different materials and printing needs require specific color variations of the logo. Use these three logo styles to achieve the optimal look and feel.

4 Color Logo 2 Color Logo 1 Color Logo

Note: The 4 color logo uses gradients to achieve a 3D look. Use this technique when you are unable to use metallic materials to represent the logo.

Note: The 2 Color Logo uses metallic pantones to achieve the appearance of metals. This is the preferred look, however for production purposes use this style when you have the printing capabilities.

Note: The 1 color logo is used for special printing purposes (varnishes, faxes).

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Clear Spaceand Scale Always maintain a minimum clear space around the signature to preserve its integrity. This space isolates the signature from distracting graphic elements, such as copy, photography, or background patterns. The minimum amount of space is based on the x width of the ‘e’ in effie awards.

The logotype should always be legible. When the logo is less then .5 inch it becomes difficult to read and loses its effectiveness.

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50%

1/2 inchNote: Minimum Size

100%

White Space

Photographic White Space

Colored Space

Photographic Colored Space

Gradient Space

Photographic Negative Space

Background ControlWhen placing the logo over a background it is preferred that it is over a clear white space. If it is required to be over a photographic or complex background then allow for enough clear space and place the logo in the clearest area of the background.

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Incorrect UsageThe shape, color, and configuration of the effie awards signature should never be altered in any way. Although the examples below do not represent every misuse, they illustrate some common misuses that must be avoided when reproducing the signature.

Do not stretch or distort the signature.

Do not change the color of the signature.

Do not place signature on a confusing background.

Do not rearrange the signature elements.

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Do not change the proportions of the signature elements.

Aa Bb Cc Dd Ee Ff Gg Hh Ii 0 1 2 3 4 5 6 7 8 9

Aa Bb Cc Dd Ee Ff Gg Hh Ii 0 1 2 3 4 5 6 7 8 9

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0 1 2 3 4 5 6 7 8 9

TypographyThe typography should be precise and clean with a simple modern approach to handling page layout. The Primary typeface is the ITC Avant Garde family. The acceptable font weights are book, medium, and bold. The secondary typeface is Verdana use this for web purposes, i.e. e-mail, web documents.

ITC Avant Garde Bold

ITC Avant Garde Medium

ITC Avant Garde Light

Chalet London Nineteen Seventy

Verdana Regular

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Typography Usage

Headlines are ITC AVANT GARDE BOLD. The color for a headline should be selected from one of the primary colors.

The subhead or by-line is set in the same bold typeface but matches the color of the body text (in this case a tint of black (40%). It can be justified or aligned left.

Body text are set in a lighter typeface (ITC AVANT GARDE MEDIUM). Body copy is justified or aligned left.

Note: The baseline is set by the word “awards” in the logotype.

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Signature Placement

Denise McDevitt Associate Director 116 E27th St. 6th Flr.New York, NY 10016

D 212 687 3280 O 212 557 9242 E dmcdevitt@effie.org

www.effie.org

Letterhead

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Signature Placement (Continued)

To:Dennis PayongayongAnomaly Communications536 Broadway, 11th FloorNew York, NY 11217

Denise McDevitt Associate Director

116 E27th St. 6th Flr.New York, NY 10016

www.effie.org

D 212 687 3280 O 212 557 9242 E dmcdevitt@nyama.org

Envelope

Business Card

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Trophy

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Trophy Branding

ClientTitleAgency

Clients (No more then 35 characters per line)TitleAgencyPersonalization

Branding the trophy with more then 3 lines of informationNote: No information goes below the baseline of the word awards.

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Live Examples

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Event Ticket

Annual Journal

2007 EFFIE AWARDS58 59

OLSONBob Molhoek VP-Bus. Strategy Officer

Arturo Mendiola Sr. Acct. Exec.

Andrew Donlan Acct. Exec.

Steve Knapp Media Dir.

Jen Hale Media Strategist

THE MARTIN AGENCYChristopher Mumford VP-Mgmt. Super.

Sarah Burgess Acct. Super.

Kathy Cho Acct. Coord.

Katherine Wintsch VP-Sr. Strategic Planner

Mike Hughes Pres.-Mngng. Part. Creative Dir.

PHD

CREW CREATIVE AGENCY

NIKE BAUER HOCKEYChris Zimmerman Pres.-CEO

Chris Lindner VP-Global Mktg.

Ed Saunders U.S. Brand Mktg. Mgr.

Steve Jones Global Comm. Mgr.

Darryl Hughes Canadian Mktg. Mgr.

THE LEARNING CHANNELDavid Abraham Exec.VP-Genl. Mgr.

Derek Koenig Sr. VP-Mktg

Neile Hartman Dir.-Mktg. Strategy

Doug Seybert Dir.-Mktg. Strategy

Amy Winter Creative Dir.

MEDIA COMPANIES

Nike Bauer TLC

BE THE ONETo combat an all-out assault from Reebok, Nike made an

unprecedented move by creating the Nike Bauer brand. Bauer,

a long–established hockey company, was the first brand to share

the Nike name and logo. This campaign helped establish the new

brand’s credibility among hockey–crazed kids.

LIFE LESSONSTLC’s ad sales and ratings were down, and viewers were emotion-

ally disconnected from the network. With the heyday of “Trading

Spaces” long gone, viewers and ad buyers weren’t sure what TLC

stood for any more. TLC needed a new identity. With this campaign,

a new lifestage and strategic platform were created that would

define the network as something more than just a TV channel.

Based on human truths, this campaign took TLC in a new direction,

revitalized the network, increased ratings and engaged viewers.

GOLD WINNERLEISURE PRODUCTS SILVER WINNER

SCHUPP CO.Corey Lawson Acct. Exec.

Anthony Simmons Sr. Writer

Mike Conway Assoc. Creative Dir.

Jim Mayfield Sr. VP-Creative Dir.

DDB SEATTLEJohn Livengood Exec. VP-Exec. Creative Dir.

Scott Manning Sr. VP-Acct. Group Dir.

Eric Gutierrez Creative Dir.

Shaun Stripling Assoc. Strategy Dir.

Brett Siemen Sr. Art Dir.

Matt Gilmore Copywriter

Matt Griffin Acct. Super.

Kelly Showalter Sr. Production Mgr.

OMD SEATTLETeri Bauer Genl. Mgr.

Katie Bergerud Assoc. Dir.-Strategy

KTRSTim Dorsey Pres.

Craig Unger Station Mgr.

McDONALD’S USA

KTRS McDonald’s Restaurants

ST. LOUIS CARDINALS – MISSING BIRDSIn an unusual use of outdoor, the St. Louis Cardinal/KTRS’ campaign

created a deafening buzz. After 52 years of being broadcast on

KMOX, Cardinal’s games moved to 550 KTRS, a move the new

station wanted to communicate. To do so, six pairs of sequential

outdoor boards were secured throughout the city. The lead board

was a Cardinals’ board and the following board was a KTRS board.

The message evolved throughout the campaign to create one

cohesive message between the two boards.

WE’RE UP WHEN YOU’RE UPThe unusual affinity between an “open 24 hours” promotion and

“don’t drink and drive” message afforded an opportunity for Mc-

Donald’s to demonstrate community commitment while increasing

late night store traffic. Bar coasters, free rides home in a pimped-out

cab, even Ronald’s wallet as collateral provided multiple campaign

touches in and around late night hot spots in order to reach young

adults in their “I’m lovin’ it” moments. These ideas and environments

were chosen because who needs McDonald’s more at 2 a.m. than

people in need of sobering up?

MEDIA IDEA SILVER WINNERS

Presented byThe New York American Marketing Association

Sponsored by

5:30 PM

Cocktail Reception The Altman Building

135 W. 18th Street

between 6th & 7th Avenues

New York City

Sponsored by Discovery Networks

6:30 PM

Dinner and Gala Awards ProgramMetropolitan Pavilion

125 W. 18th Street

between 6th and 7th Avenues

New York City

Gala Sponsors

Live Examples (Continued)

Invitation

Winner’s Certificate

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2007 EFFIE AWARDS

Thursday, June 7th 2007

5:30 PM

Cocktail Reception The Altman Building

135 W. 18th Street

between 6th & 7th Avenues

New York City

Sponsored by Discovery Networks

6:30 PM

Dinner and Gala Awards ProgramMetropolitan Pavilion

125 W. 18th Street

between 6th and 7th Avenues

New York City

Gala Sponsors

Priority Tables of Ten Regular Tables of Ten Individual Tickets

To order your tickets go online to www.effie.orgSeating is allocated on a first come, first served paid basis.

Paper provided by Sappi

RSVP

Effie Awards116 East 27th Street, 6th FloorNew York, NY 10016FPO

Live Examples (Continued)

Website

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