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The Economist Brand Guidelines

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The Economist Brand Guidelines The Economist Brand Guidelines —January 27th 2017 The Economist Directory (placeholder) 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 becauseto 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
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