The Economist Brand Guidelines

—January 27th 2017 The Economist

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Branding & identity Style and application Digital focus Editorial voice

3? Logo 3? Logo 3? Logo 3? Logo 4 Sub-brands 4 Sub-brands 4 Sub-brands 4 Sub-brands 5 Foreign 5 Foreign 5 Foreign 5 Foreign 3 Logo 3 Logo 3 Logo 4 Sub-brands 4 Sub-brands 4 Sub-brands 5 Foreign 5 Foreign 5 Foreign The Economist —Identity The Economist

Logo X

X X

X X Master logo

The logo must be reproduced in colour X whenever possible. It may only appear in black when reproduction restrictions prohibit the use of red. ‘EcoTitling’ not for use elsewhere. Clear space The Economist logo is protected by an area of clear space, which must be free from all other text and graphic elements.

Minimum size The Economist logo must never appear smaller than (?) high (need to set modular scale— to discuss) in print. On digital and online X applications, the master brand badge must X never appear smaller than (?) in height. X X X X Logo typeface: ‘Eco Titling’ Digital: minimum space around the logo Eco red HEX: #e3120b indicated by X (25% height) Eco red RGB: 227/18/11 Eco Red print: Pantone 485c

Eco Red print: CMYK 100m/100y Print: minimum space around the logo indicated by X (50% height) The Economist

Logo: sub brands

These logos have been created for Economist- branded businesses, ie, businesses which offer a range of services and products that have editorial input from The Economist. Both black and white versions available to offer maximum flexibility across print and digital environments (alignment with app icon design info to go here??).

Logo typeface: ‘Eco Titling’

Sub-brand typeface: ‘Econ Sans Regular’

Espresso Espresso

Black background for primary usage. Use wherever possible The Economist

Logo: foreign branding

In countries where brand recognition is less Chinese language, but follow the similar robust (than in EU/US regions for example) rules as English language sub-branding: text or where the Roman alphabet is not in is contained within separate tabs—white primary use, our brand association requires type on black (primary) or red type on white strengthening. Taking China as the example, (secondary)—but only ever below the main “The Economist” written in BOTH English and logo (the option to position to the right side is Simple Chinese are bound together within an not available in this instance). extended version of the familiar red rectangle Unlike our English branding, in Chinese the in order to associate the publication title as same typeface is used for both our primary closely as possible with its counterpart. “The Economist” logo and any sub-brand Sub-brands, such as “Global Business Review” script. Custom proprietary Economist typeface (our Chinese app.) are ONLY displayed in based on “Fangzheng Boldface”

Black background for primary usage. Use wherever possible. The Economist Core typefaces Milo Serif Extra Bold

→ Milo Serif Medium is used across both print and web headlines → Milo Serif Extra Bold is for use for small Milo Serif Medium healines (below 18pt)

Milo Serif Extra Bold Milo Serif Medium abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@£$%^&*();:’,.”/? 1234567890!@£$%^&*();:’,.”/? The Economist Core typefaces Milo Serif Bold

→ Milo Text has been designed specifically for use in small sizes such as text. → For this reason it is used for type smaller Milo Serif Text than 11pt only.

Milo Serif Bold Milo Serif Text abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@£$%^&*();:’,.”/? 1234567890!@£$%^&*();:’,.”/? The Economist Core typefaces Econ Sans Bold → Econ Sans is used primarily for all navigation elements, such as: section openers, fly titles, page numbers, date lines, meta data, captions. Econ Sans Medium Econ Sans light

Econ Sans Bold Econ Sans Medium abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@£$%^&*();:’,.”/? 1234567890!@£$%^&*();:’,.”/?

Econ Sans Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@£$%^&*();:’,.”/? The Economist

Format 203mm x 267mm Type settings

Kerning and tracking Headline 45-50 characters (48/54pt) Some people have → Set to ‘metrics’ and tracking set to ‘0’ given up on the facts. You don’t have to.

In the aftermath of the US presidential election, count on Supporting copy (14/18pt) The Economist to separate facts from falsehoods. Our election hub Leading brings you authoritive analysis, unﬂinching and unspun. → Set +2 points (e.g. 48/50pt) for headlines and Explore more at economist.com/uselection for text and supporting copy (e.g. 14/16pt) Call to action (14/18pt) Hyphenation → Automatic hyphenation should be switched off for your layout Justification → Word spacing should be set to Minimum 100%, Desired 100% and Maximum 100% (see below)

Yet to subscribe? Visit our website to view our subscription ofers and enjoy access to The Economist across print, online, audio and via our apps. The Economist

Colour palette: print

30C 20K 5Y 15K

100M, 98Y 100K 60C 40K 15C 10K 10Y 30K The Economist

Colour palette: digital

Beijing— Moscow— Berlin— Chicago— Text: #121212 Metadata #7a7a7a Background #f2f2f2 CTA #4c60eb Member #fd700

Eco Red: #e3120b Kiev— London— Thimphu— —CTA hover #3e51b5 Beta bar #16c9b3 Icons: #383e42 Icons #b6b6b6 White #fff The Economist —Application & style The Economist

Press ad typography

→ Swap out Economist Headline for Milo Medium.

→ Swap out Officina for Econ Sans.

→ Use x-height of headline to space secondary text.

→ Consolodate across all press ads. The Economist

Social media (& other oﬀ-platform branding)

The Economist exists in many forms beyond the printed newspaper. From our website and range of apps, to our presence on social media, Apple News and Snapchat—in the digital age the list is ever expanding. One of the purposes of the Print-Edition redesign is to help consolidate The Economist’s identity across the entire “brand family”, unifying all formats and platforms. The Economist Bello Mercosur’s missed boat

Column identities Can a new attempt to strike a deal with Europe revive a moribund trading block? Buttonwood A big problem

Unlike many of our opinion columns (Bagehot, Free-Exchange, Lexington, Charlemagne, Ideas for reducing the debt burden Schumpeter etc.) which each occupy a full page, our smaller columns (Bello, Johnson and Buttonwood) command less of a strong Johnson Te language of election presence on page. We’ve introduced individual column identities for the latter to address this. These illustrations match the style of our new Campaign rhetoric gets dirty online blog idents.

when both sides judged the other’s offer ised—as well as from new trans-regional of collaborating with Michel Temer, 44 The Americas to be insufficientlyThe Economist May ambitious. 14th 2016 Even trade and investment agreements, such as who is poised to replace Ms Rousseff as

2 from Alberta, says the federal government’s voluptatibus ea sea. Ne has iisquenow, eligen- nobodyappointed if the shouldfederal government count now on success. the Trans-Pacific Partnership. Brazil’s president. Argentina is cau reluctance to support Energy East, the least di rationibus. At discere definitiones eos. backs any of the three proposed pipelines. unpopular project, is a national-unity is- An per sonet semper, eum scripta virtute Mr Trudeau has sent mixed messages. He sue. Some worry that such resentments habemus an. His sanctus salutandiThe an, eucore has come Mercosur out against Northern countries—Argen Gateway, - But 13 European countries, led by tious about freeing trade in cars within will encourage the growth of Alberta’s tiny placerat expetenda pro. Ne autem oportere mainly because its route passes through a separatist movement. vix. Graeco incorrupte pro ei. Illumtina, veniam Brazil,temperate rainforest. Paraguay His position onand En- Uruguay—are France, want to scupper the talks because Mercosur, fearing that Brazil’s currently Sit agam aeque reprimique ex. Error explicari ei est. No est clita reprimique. Ut ergy East and Trans Mountain is unclear, voluptaria liberavisse in eum, cum diam augue minim deterruisset eum, ea fastidii but his government has added several steps numquam ancillae no. Per ex suas peten- dissentias duo. keener.to theBut environmental 13 European reviews they face. Oil- countries, led their farmers are scared of Mercosur, idle factories will flood its market. Most tium salutandi. Ut dicant constituam defi- All this puts Mr Trudeau in an awk- industry lobbyists worry that more are to nitionem sed. Te eum denique laboramus ward spot. In last October’s election,by France, his come. Ms Ambrosewant says to the prime scupper minister the talks the world’s most competitive producer Brazilian industry lives on “protection gloriatur. Vidit epicurei comprehensam ea Liberal Party promised to fight climate is “waffling”. That was before the fire. Now vis, movet inermis concludaturque ei sea. change and subject pipelines because to rigorous Mr Trudeau their faces farmersan unenviable decision: are scared of of grains and meat. They forced the EU and subsidies”, says Mr Valladão. Eu habeo eloquentiam ullamcorper qui, regulatory standards. Young green voters whether to help the victims of a natural dis- sea ferri porro vocent et, legere habemus who helped the Liberals win Mercosur, will be dis- aster at the the expense world’s of nature itself.7 most competi- But some Brazilian industrialists Bello Mercosur’s missed boat tive producer of grains and meat. They are starting to realise that the state forced the EU to withdraw, at the last Trade pact between has run out of money to prop them up Can a new attempt to strike a deal with Europe revive a moribund trading block?minute, proposed tariffs cuts on beef. the blocks would make and that protectionism has weakened t a meeting in Brussels this week, Fernández de Kirchner, Argentina’s a meeting last month to mark the 25th Aofficials from the European Union former president, imposed quotas andA tradeanniversary pact of the Treaty between of Asunción, the blocks them. China has wrested markets from (eu) and Mercosur exchanged offers to licences on imports from Brazil. Uru- Mercosur’s founding document, most shopping cheaper for 750m cut tariffs and expand market access for guayan truckers face harassment in Brazil, of the Brazilian parliamentary delega- each others’ goods and services. This is says Luis Alberto Lacalle Pou, awould Uruguayan tionmake walked out shopping in protest when Jorge cheaper for 750m Brazilian manufacturers across Latin their second attempt to begin serious senator. Intra-Mercosur trade was only Taiana, who was once Ms Fernández’s consumers. negotiations on a free-trade agree- 14% of its members’ total trade in 2014, foreign minister and now chairs wants the accords on America. Chile, Colombia, Peru and ment—a mere 16 years after the idea was down from 19.5% in 1995. Mercosur thus block’s parliament, called Ms Rousseff’s first mooted. excluded itself from regional valueservices chains impeachment and “agovernment coup”. Many in Uru- procurement. Mexico formed the Pacific Alliance of The first effort collapsed in 2004, in which much production is now organ- guay’s left-wing government are wary when both sides judged the other’s offer ised—as well as from new trans-regional of collaborating with Michel Temer, to be insufficiently ambitious. Even trade and investment agreements,Brazil’s such as who law is poised firms to replace Ms are Rousse notoriousff as for to withdraw, at the last minute. A light free-trading economies; on May 1st they now, nobody should count on success. the Trans-Pacific Partnership. Brazil’s president. Argentina is cau- The core Mercosur countries—Argen- But 13 European countries, ledprotecting by tious about their freeing trade home in cars within market, while its breeze of change is now in the air. Argen- eliminated tariffs on 92% of their trade tina, Brazil, Paraguay and Uruguay—are France, want to scupper the talks because Mercosur, fearing that Brazil’s currently keener. But 13 European countries, led their farmers are scared of Mercosur,construction idle factories will and flood its market.engineering Most com- tina’s new president, Mauricio Macri, is with each other and will phase out the by France, want to scupper the talks the world’s most competitive producer Brazilian industry lives on “protection because their farmers are scared of of grains and meat. They forced the EU and subsidies”, says Mr Valladão. Mercosur, the world’s most competi- panies usedBut some Brazilian corrupt industrialists practices to win opening up his country after Ms Fernán- rest over 17 years. tive producer of grains and meat. They are starting to realise that the state forced the EU to withdraw, at the last Trade pact between contractshas run outfrom of money Petrobras, to prop them up the state- dez tried to shut it off from the world. Ate volupti ncipsapic torum cum minute, proposed tariffs cuts on beef. the blocks would make and that protectionism has weakened A trade pact between the blocks shopping cheaper for 750m them. China has wrested markets from would make shopping cheaper for 750m controlledBrazilian manufacturers oil company. across Latin As for Mercosur, Tabaré Vázquez, Uruguay’s president, nullorem inciam quae velit, arume consumers. The eu wants accords on consumers. America. Chile, Colombia, Peru and services and government procurement. EuropeMexico is formedpotentially the Pacific Alliance ofa big market for recognises that Mercosur is suffering pedigenda nonsed quiae sam fugitasped Brazil’s law firms are notorious for to withdraw, at the last minute. A light free-trading economies; on May 1st they protecting their home market, while its breeze of change is now in the someair. Argen- ofeliminated its tarimanufacturesffs on 92% of their trade as well as its from “fatigue”. The impeachment of molo tem endis re veleniatem fugiatem construction and engineering com- tina’s new president, Mauricio Macri, is with each other and will phase out the panies used corrupt practices to win opening up his country after Ms Fernán- rest over 17 years. contracts from Petrobras, the state- dez tried to shut it off from the world. Ate volupti ncipsapic torum cum Dilma Rousseff, Brazil’s president, would sequation eatur, simos mi, invendi assit, controlled oil company. As for Mercosur, Tabaré Vázquez, Uruguay’s president, nullorem inciam quae velit, arume Europe is potentially a big market for recognises that Mercosur is suffering Theypedigenda did nonsed strike quiae sam useful fugitasped agreements on bring to power people who are more omniam, cusam fugit omnist et qui res some of its manufactures as well as its from “fatigue”. The impeachment of molo tem endis re veleniatem fugiatem grains and soyabeans. Dilma Rousseff, Brazil’s president,migration, would sequation eatur,pensions simos mi, invendi and assit, tourism. But open to trade talks with Europe and the dis mi, sini atureptate nihil id et liassite They did strike useful agreements on bring to power people who are more omniam, cusam fugit omnist et qui res migration, pensions and tourism. But open to trade talks with Europe and the dis mi, sini atureptate nihil id et liassite they lost interest in trade deals with rich United States, and who are “verythey critical lostnis recupta interest estruptatem dolorerum in trade deals with rich United States, and who are “very critical nis recupta estruptatem dolorerum countries and in deepening economic of the south-south strategy”, says Alfredo hit landite mporia eumet am dolorerit integration in Mercosur itself. Although Valladão, a Brazilian political scientistcountries at adignih iliqueand nihicae in cumquo deepening ommol- economic of the south-south strategy”, says Alfredo hit landite mporia eumet am dolorerit Mercosur claims to be a customs union Sciences Po, a French university. orit, cum fugia dolut fuga. Ga. Endello (like the eu) with a common tariff and The obstacles to renewal in Mercosur reicid magnimi llique aut licaecepudit foreign-trade policy, in practice it is not remain large. In the short termintegration Brazil’s laut quae volore in nestiunt, Mercosur aut labo. Um itself. Although Valladão, a Brazilian political scientist at adignih ilique nihicae cumquo ommol even a proper free-trade area. Cristina political upheaval divides the group.Mercosur At autaturerit claims lit lant. to be a customs union Sciences Po, a French university. orit, cum fugia dolut fuga. Ga. Endello ) with a common tariff and The obstacles to renewal in Mercosur reicid magnimi llique aut licaecepudit foreign-trade policy, in practice it is not remain large. In the short term Brazil’s laut quae volore nestiunt, aut labo. Um The Economist

Illustration

→ Ensure that exisiting variety of illustration styles work in the new design → Brief towards a more contemporary and consistant style as a long-term approach → Establish style beyond the context of blog indentities

Noma Bar Luca D’Urbino Angus Greig Robert Samuel Hanson The Economist —Digital focus

Online Apps Off-platform products economist.com The Economist Apple News 1843magazine.com Espresso Medium films.economist.com Global Business Review Snapchat worldif.economist.com World In Figures theworldin.com 1843 worldinfigures.com eiu.com The Economist

Component inventory

Primary story component Secondary and tertiary story components

Collection title

Brazil's political crisis An unplanned presidency

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EatingDaily watch in Germany AmericaAspect ratio and of Russia box same The Fort McMurray fire agreeas picture another dimensions ceaseﬁre The green and the black

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Print edition | Europe Aug 8th 2016 | Paris Reuse this content The Economist

Iconography

This ever-expanding icon set is used for navigational functions and calls-to-action. Primarily for use across The Economist’s digital output, the icon library is available from Google’s Material design resource: https://material.io/icons/ The Economist Graphic detail Declining trust in government is denting democracy Component inventory According to a new index, America’s democracy score deteriorated in 2016 Read more

Beginnings of a library of assets which can be used across our website and other digital Explaining the world, daily products to promote editorial content. More components forthcoming. The Economist explains: The situation in Mosul The battle to retake Iraq’s secnd-biggest city is far from over

Graphic detail Global exchange rates, to go: The Big Mac index The battle to retake Iraq’s secnd-biggest city is far from over