December 2018. V2.0

The Economist Group Marketing communications creative guide The Economist Group – Marketing communications creative guide 2

CONTENTS

Brand elements Owned media advertising Bought media advertising

4. Our brand 42. Full-page ad 60. Experiential Collateral

5. Our qualities 43. A5 insert 63. Print advertising

6. Our readers 45. Cover wrap 64. Out of home advertising

7. Our language 48. E-Newsletter

11. Typography 51. Banner ads Expanded advertising

14. Logos and positioning 67. Direct mail

29. Colour Earned media advertising 69. Corporate signage

31. Key headings 54. Social media—Facebook 71. The World In

32. Product imagery 57. Social media—Twitter 72. Banner advertising

35. Illustrative style 58. Social media—Instagram

36. Iconography

39. Product table

40. User interface components

Brand elements The Economist Group – Marketing communications creative guide 4

OUR BRAND

Who we are.

Many people think The Economist is only about economics. It’s not. It’s about pretty much everything. From politics to business and finance, from science and technology to the arts—we bring our readers clear analysis of the issues that lie behind each week’s global news stories. We satisfy the naturally curious with a distilled view of world affairs that is intelligent, insightful and thought-provoking. Whatever is happening across the globe, we have an opinion on it. Which is why we tell our readers: The Economist is your essential guide to the events and issues that are shaping our world. Ever since our launch in 1843, we’ve maintained a fiercely independent editorial stance, believing in the freedom of the individual, the freedom of markets and the free exchange of knowledge and ideas. It’s no wonder that JFK and Mandela were numbered amongst our readers. In today’s world we continue to promote the same essential freedoms—and challenge wherever we see them being denied. Because of this strong, journalistic point of view, we continue to regard ourselves as a weekly news publication—never a mere magazine. With all the professional rigour that implies. The Economist Group – Marketing communications creative guide 5

OUR BRAND

Core qualities.

For more than 170 years, The Economist has had at its core five qualities that together give it a unique place in the media landscape: • A smart guide to the forces that shape the future, through the analysis of the political, economic, social, cultural and technological forces that shape the world; • A trusted filter on world affairs that is concise, informative and “finishable”—an antidote to information overload; • An advocate for positive change, staying true to its founding principle: to take part in “a severe contest between intelligence, which presses forward, and an unworthy, timid ignorance obstructing our progress”; • A global perspective since 1843. Globalisation has played a major part in The Economist’s growth and will continue as technology continues to make the world a smaller place; • World-class journalism for which our readers are prepared to pay a premium price. The Economist Group – Marketing communications creative guide 6

OUR READERS

Who our readers are.

Our readers come under the label of the “globally curious”. They may be from different cultures, different parts of the world and from different demographic and professional sectors, but what they all have in common is an open-minded curiosity about the key issues that influence and shape our world. From research, we’ve defined the characteristics of our audience as: • Facing forward, looking outward • Keenly interested in events and places beyond their national boundaries • Keeping up with developments in technology • Creative, optimistic, liking a challenge • Professionally driven and materialistic • But also ethical and happy to volunteer to help others. As of Spring 2017, The Economist has upwards of 1.5 million subscribers around the world—with over 50% of those coming from North America, and 19% from mainland Europe. The Economist Group – Marketing communications creative guide 7

OUR LANGUAGE – TONE OF VOICE

Our tone of voice.

It’s a competitive field, but more nonsense is written about tone of voice than almost anything else in marketing. At their worst, tone of voice guidelines can wrap up your writing in rules that ignore context and stifle and distort. So, however technically compliant your copy may be, the result could be ugly, dull and stilted. However, at their best, guidelines —good guidelines—liberate. They have the flexibility to free up your prose. And allow you to represent the brand with competence and confidence. The first—and only—unbreakable rule of Economist writing: don’t try to write for The Economist unless you’ve read The Economist. You’ll see why, overleaf. The Economist Group – Marketing communications creative guide 8

OUR LANGUAGE – YOUR READERS

What your readers expect.

If your reader is an existing Economist reader, your job is easy. You just need to make sure your copy reflects the principles and style of the newspaper: • Clarity—clarity of thought is what The Economist is all about. And clear thinking leads to clear writing. So know what you want to say before you write it • Everyday speech—keep it simple without dumbing down. Example: criminals break the law, they don't violate it. Shoppers buy—not purchase • Brevity—everyone is busy. So, unless your writing is so entertaining people never want it to end don’t make anything longer than it should be. How do you achieve brevity? Write long. And cut short • Wit—The Economist is never po-faced. Most subjects can be made more accessible with wit and playfulness • Illumination and agitation—people read The Economist to learn something. Often something unexpected. Make your writing just as provocative and rewarding.

However, if your reader is not a reader of The Economist your job is doubly easy. • They probably think The Economist is a dry, impenetrable, statistical publication. As long as you’ve kept faith with the style guide above, they will be surprised and delighted to discover that it is not. Job (nearly) done. The Economist Group – Marketing communications creative guide 9

OUR LANGUAGE – WRITING PARAPHERNALIA

Writing paraphernalia.

General style Ideally: Short words. Short sentences. Short paras. But, once again, do what feels right. Anything over 15 words in a sentence is getting on a bit. Common sense applies. So, something that reads well in a three page DM letter may not be as effective in a shorter format. Such as a social media post. Clichés Avoid them like the… You knew what was coming, didn’t you? That’s clichés for you. We have seen them all before. Bit lazy. Bit dull. Either think of something fresher or say it straight. Contractions Contractions—it’s, they’d, isn’t, can’t, etc.—make copy a touch faster and more casual but not always easier to read or understand. Sometimes, they’re fine. Sometimes they are not. You decide. And if you cannot decide, avoid them. Double negatives Two negatives make a positive, changing the meaning of a sentence by 180 degrees. This means they can be misunderstood if not picked up by the reader. Some are simply bad grammar: We ain’t got no money. Others are convoluted and confusing: Stealing my copy of The Economist is not without consequences. Make life easier by avoiding double negatives altogether. Marketing-speak A lot of what you will write for The Economist will be marketing. But it doesn’t have to read that way. Bad marketing-speak is full of jargon and hyperbole. Unparalleled opportunity! Premier service! The newspaper doesn’t use this style and you shouldn’t either. The Economist Group – Marketing communications creative guide 10

OUR LANGUAGE – WRITING PARAPHERNALIA

Writing paraphernalia.

And, if, so and but Everyday speech uses conjunctions freely. And from the King James Bible downwards, there is nothing to stop you starting sentences with one if it makes the reader’s job easier. Just remember that, like everything else, over-use causes irritation. Headlines and subject lines Headlines and subject lines are special cases. They have to grab attention in a way that body copy doesn’t. They often work with visuals. The normal rules of writing and grammar do not always apply. So, a headline should only be rejected if it is boring or irrelevant or crassly at odds with The Economist brand values. What are they? Wit. Intelligence. Boldness. Punctuation Only the first letter of a sentence, phrase or title is capitalised. All following words after that are written in lower case, except for proper nouns. Punctuation is there to enhance comprehension and avoid ambiguity. And there are some comical examples on the internet that show the results of absent or wrongly applied punctuation. So, as a general rule, we punctuate everything except where the design guidelines advise against it. In common with most journalistic practice, The Economist does not use full-points on headlines in the newspaper or on the website. But in our advertising and marketing, we do use them. However, we do not use full-points on e-mail subject lines, except on rare occasions where we are separating two sentences. It can be confusing, so here is a golden rule. If using punctuation makes something clearer, use it. In The Economist, clarity always trumps visual style. Italics The Economist is always italicised in full—and is the only newspaper or periodical where The is italicised, too. However, we do not italicise in the case of The Economist Group, Economist readers, Economist subscribers, Economist offers, or anything else to do withThe Economist. The Economist Group – Marketing communications creative guide 11

CORE ELEMENTS – MILO SERIF TYPEFACE

Typography Milo Serif Text

Milo Serif abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Use on heading and body copy. Use with oldstyle numerals, kerning set to metrics, Primary: Old-style figures. 1234567890!@£$%^&*();:’,.”/? tracking set to zero and discretionary Secondary: aligned figures (proportional lining). 1234567890!@£$%^&*();:’,.”/? ligatures turned off. Set leading according to the point size. As a guide it should be set at 120% of the font size, e.g. 8/9.6 (120%) or 10/12 (120%). Milo Serif Medium abcdefghijklmnopqrstuvwxyz Milo Serif Text ABCDEFGHIJKLMNOPQRSTUVWXYZ For use on body copy at or below 11pt. Primary: Old-style figures. 1234567890!@£$%^&*();:’,.”/? Do not set body copy below 7pt. Secondary: aligned figures (proportional lining). 1234567890!@£$%^&*();:’,.”/? Milo Serif Medium For use on headlines above 18pt, primarily for print. Milo Serif Medium links well visually with the heritage of The Economist Milo Serif Bold whilst introducing the new serif family. abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Milo Serif Bold Primary: Old-style figures. 1234567890!@£$%^&*();:’,.”/? For use on headlines at 18pt and below, primarily online and to ensure hierarchy Secondary: aligned figures (proportional lining). 1234567890!@£$%^&*();:’,.”/? when placed on smaller banners and in close proximity to subheadings.

Web Safe fonts Georgia (serif) and Helvetica (sans serif) are used as web safe fonts. The Economist Group – Marketing communications creative guide 12

CORE ELEMENTS – ECON SANS TYPEFACE

Typography Econ Sans OS Regular abcdefghijklmnopqrstuvwxyz Econ Sans OS ABCDEFGHIJKLMNOPQRSTUVWXYZ For use on all subheadings and navigational Primary: Old-style figures. 1234567890!@£$%^&*();:’,.”/? elements (such as section openers, fly titles, Secondary: aligned figures (proportional lining). 1234567890!@£$%^&*();:’,.”/? page numbers, date lines, metadata, captions and calls-to-action). Also to be used for subscription information and resubscription channels. Use with oldstyle numerals, kerning set to Econ Sans OS Medium metrics and tracking set to zero. Do not set abcdefghijklmnopqrstuvwxyz navigation or subscription copy below 7pt. ABCDEFGHIJKLMNOPQRSTUVWXYZ For longer sections of copy, the leading Primary: Old-style figures. 1234567890!@£$%^&*();:’,.”/? should be set at 120% of the font size, Secondary: aligned figures (proportional lining). 1234567890!@£$%^&*();:’,.”/? e.g. 8/9.6 (120%) or 10/12 (120%).

Econ Sans OS Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Primary: Old-style figures. 1234567890!@£$%^&*();:’,.”/? Secondary: aligned figures (proportional lining). 1234567890!@£$%^&*();:’,.”/? The Economist Group – Marketing communications creative guide 13

CORE ELEMENTS – NUMERALS

Numerals Econ Sans OS Medium

Use oldstyle figures for numerals. Old-style figures. X Primary. Oldstyle figures have varying heights and 1234567890 alignments, as opposed to lining figures, which are of uniform height and alignment (as illustrated right). Oldstyle figures are similar to lowercase Aligned figures (proportional lining). X 1234567890 Secondary. characters in that they share the same x-height and have ascenders (the 6 and 8) and descenders (the 3, 4, 5, 7 and 9). Where oldstyle numerals are unsuitable, aligned figures (set to proportional lining) may be used (for example, long telephone numbers). The Economist Group – Marketing communications creative guide 14

CORE ELEMENTS – LOGO

Logo – print x x Our logo is provided in vector format. Use only the artwork provided. Never create your own, stretch, distort or x alter the logo in any way.

Clear space The exclusion zone shown around the logo is 1/2 the height of the logo. x This clear space ensures the logo does not become overwhelmed by other elements. x x Minimum size Print: minimum logo clear To ensure legibility, the logo must space 1/2 logo height. not be reproduced at a size smaller than 6mm.

Colour 6mm minimum. Logo typeface: Eco Tilting Eco Red print: Pantone 485c Eco Red print: CMYK 100m/100y The Economist Group – Marketing communications creative guide 15

CORE ELEMENTS – LOGO

Logo – digital x x

Our logo is provided in vector format. x Use only the artwork provided. Never create your own, stretch, distort or alter the logo in any way. x Clear space x The exclusion zone shown around the logo is 1/4 the height of the logo. This clear space ensures the logo does not become x overwhelmed by other elements. Digital: minimum logo clear Minimum size x x space 1/4 logo height. To ensure legibility, the logo must not be reproduced at a size smaller than 40 pixels high. 40px minimum. Colour Logo typeface: Eco Tilting Eco red HEX: #e3120b Eco red RGB: 227/18/11 The Economist Group – Marketing communications creative guide 16

CORE ELEMENTS – LOGO KEYLINE

Logo – keyline versions print 6mm high and above—0.5pt border.

Our logo is provided in vector format for use in printed material. Use only the artwork 12mm high and above—0.5pt border. provided. Never create your own, stretch, distort or alter the logo in any way. Where the logo needs to appear on a red background (or a background of similar colour with insufficient contrast), use the keyline version of the logo to separate it 24mm high and above—0.75pt border. from the background. Colour contrast can be checked online via https://snook.ca/technical/ colour_contrast/colour.html Size the logo and keyline according to the guidelines to the right. To ensure legibility, the logo must not be reproduced at a size smaller than 6mm.

48mm high and above—1pt border. The Economist Group – Marketing communications creative guide 17

CORE ELEMENTS – LOGO KEYLINE

Logo – keyline versions digital

40 pixels high and above—1 pixel border. Our logo is provided in vector format for use online. Use only the artwork provided. Never create your own or stretch, distort or alter the logo in any way. Where the logo needs to appear on a red background (or a background of similar colour with insufficient contrast), use the keyline version of the logo to separate it 80 pixels high and above—1 pixel border. from the background. Colour contrast can be checked online via https://snook.ca/technical/colour_contrast/ colour.html Size the logo and keyline according to the guidelines to the right. To ensure legibility, the logo must not be reproduced at a size smaller than 40 pixels.

160 pixels high and above—2 pixel border. The Economist Group – Marketing communications creative guide 18

CORE ELEMENTS – GROUP LOGO

6mm minimum size.

Group logo x x

Our logo is provided in vector format x for use in printed materials and online. Use only the artwork provided. Never create your own, stretch, distort or x alter the logo in any way. Print: minimum clear space To ensure legibility, the logo must not x x 1/2 logo height. be reproduced at a size smaller than 6mm or 40 pixels.

The blue line indicates the extent of the logo. Clear space is identical across all group logos as above.

Group logo reversed.

Group logo—white-on-black. The Economist Group – Marketing communications creative guide 19

CORE ELEMENTS – GROUP LOGO

Group logo 6mm high and above—0.5pt border. keylines – print 12mm high and above—0.5pt border. Our logo is provided in vector format for use in printed material. Use only the artwork provided. Never create your own, stretch, distort or alter the logo in any way. Where the logo needs to appear on a red background (or a background of similar colour with insufficient contrast), use the 24mm high and above—0.75pt border. keyline version of the logo to separate it from the background. Colour contrast can be checked online via https://snook.ca/technical/ colour_contrast/colour.html Size the logo and keyline according to the guidelines to the right. To ensure legibility, the logo must not be reproduced at a size smaller than 6mm.

48mm high and above—1pt border. The Economist Group – Marketing communications creative guide 20

CORE ELEMENTS – GROUP LOGO

Group logo keylines – 40 pixels high and above—1 pixel border. digital

Our logo is provided in vector format for use online. Use only the artwork provided. Never create your own, stretch, distort or alter the logo in any way. Where the logo needs to appear on a red background (or a background of similar 80 pixels high and above—1 pixel border. colour with insufficient contrast), use the keyline version of the logo to separate it from the background. Colour contrast can be checked online via https://snook.ca/technical/ colour_contrast/colour.html Size the logo and keyline according to the guidelines to the right. To ensure legibility, the logo must not be reproduced at a size smaller than 40 pixels.

160 pixels high and above—2 pixel border. The Economist Group – Marketing communications creative guide 21

CORE ELEMENTS – EDITORIAL LOGOS

PRIMARY LOGOS SECONDARY LOGOS Core editorial logos

Sub-brand logos are provided for editorial use across film, radio, the Espresso app, 1843 and The World in annual publication.

Editorial logos. Editorial logos reversed. The Economist Group – Marketing communications creative guide 22

CORE ELEMENTS – EDITORIAL LOGOS

PRIMARY LOGOS SECONDARY LOGOS Other editorial logos

Sub-brand logos are provided for use across other editorial publications. Global Business Global Business Review Review logo. logo reversed.

Other editorial logos. Other editorial logos reversed. The Economist Group – Marketing communications creative guide 23

CORE ELEMENTS – SUB-BRAND LOGOS

PRIMARY LOGOS SECONDARY LOGOS

Media business logos

Sub-brand logos are provided GRE for business branding use. TUTOR

Group signatures. For use with non “core brand” business logos.

Media business logos. Media business logos reversed. The Economist Group – Marketing communications creative guide 24

CORE ELEMENTS – INTELLIGENCE UNIT LOGOS

PRIMARY LOGOS SECONDARY LOGOS

The Economist Intelligence Unit logos

These logos are provided for branding of The Economist Intelligence Unit.

EIU logos. EIU logos reversed. The Economist Group – Marketing communications creative guide 25

CORE ELEMENTS – SOCIAL MEDIA AVATARS AND HOME SCREEN ICONS

SOCIAL MEDIA AVATAR ICONS HOME SCREEN APP ICONS Icons

Social media avatars and home screen icons are provided for use across the various Economist Economist apps and social media accounts. The Economist App.

4x x

x 2x Economist Group X x

The Economist Group.

Espresso

The Espresso App. The Economist Group – Marketing communications creative guide 26

CORE ELEMENTS – LOGO

Logo – sizing x

x When sizing the logo for print material, 30mm (at actual size) x ensure it remains sympathetic to the overall dimensions of the layout. When sizing the logo online, ensure the logo size corresponds to the size of the ad in which it appears. Refer to the banner ads in the owned media advertising section of this guide for size and positioning examples. Colour Logo typeface: Eco Tilting Eco Red print: Pantone 485c Eco Red print: CMYK 100m/100y

15mm (at actual size) 10mm (at actual size)

Magazine cover wrap—211 x 273mm. Vertical A4 layout. Horizontal A5 leaflet. The Economist Group – Marketing communications creative guide 27

CORE ELEMENTS – LOGO

Logo – sizing

When sizing the logo for print material, ensure it remains sympathetic to the overall dimensions of the layout. 200mm (at actual size).

Colour 12-sheet billboard. Logo typeface: Eco Tilting Eco Red print: Pantone 485c Eco Red print: CMYK 100m/100y

300mm (at actual size).

32-sheet billboard.

300mm (at actual size).

96-sheet billboard. The Economist Group – Marketing communications creative guide 28

CORE ELEMENTS – LOGO

Logo positioning

Placement On the front page of inserts and leaflets, the logo should appear x Minimum clear space on the bottom right. 2x 1/2 logo height. Base strip x

The base strip is the primary method Horizontal layout. x for setting the logo on the cover and content pages. It permits the marque to stand out whilst also providing space to house introductory or offer-led copy. The height of the base strip should be sufficient to house the logo and copy whilst remaining sympathetic to the overall orientation and dimensions of the layout.

Exceptions x Minimum clear space In certain situations, where there 2x 1/2 logo height. is no base strip on which to position x the logo (such as cover wraps), the x logo may be positioned on the top left, Vertical layout. top right or bottom left. The Economist Group – Marketing communications creative guide 29

CORE ELEMENTS – COLOUR

PRIMARY PALETTE SECONDARY PALETTE Colour – ECONOMIST RICH GREY GREY LIGHT GREY BLACK print RED

The aim is to ensure the integrity of Rich Grey Grey Light Grey The Economist’s brand. We recommend C70 M60 Y50 K55 C0 M0 Y10 K30 C0 M0 Y5 K15 Economist Red Black keeping the palette simple and applying C0 M100 Y100 K0 C0 M0 Y0 K100 Used for content Used for punchy Used for subtle the core red sparingly to ensure headlines and backgrounds. backgrounds. heightened visual impact. White Out Of Red Body copy body copy. (WOOR) covers. on white. Highlight key elements of layout.

STEEL BLUE SOFT BLUE PALE BLUE

Steel Blue Soft Blue Pale Blue C60 M0 Y0 K40 C30 M0 Y0 K20 C15 M0 Y0 K10

Used for design Used for design Background accents. accents. colour for print advertising and inserts. The Economist Group – Marketing communications creative guide 30

CORE ELEMENTS – COLOUR

PRIMARY PALETTE SECONDARY PALETTE Colour – ECONOMIST HEADERS ICONS METADATA RULES BACKGROUND BLUE GREY BLACK digital RED

The aim is to ensure the integrity of Headers Icons Metadata Rules Background Blue Grey The Economist’s brand. We recommend Economist Red Black HEX #383E42 HEX #7A7A7A HEX #B6B6B6 HEX #D7D7D7 HEX #F2F2F2 HEX #E3EBF0 RGB(56,62,66) RGB(122,122,122) RGB(182,182,182) RGB (215,215,215) RGB(242,242,242) RGB((227,235,240) keeping the palette simple and applying HEX #E3120B HEX #121212 the core red sparingly to ensure RGB(227,18,11) RGB(18,18,18) heightened visual impact.

CALL-TO-ACTION MEMBER CALL-TO-ACTION BETA BAR ACTIVE YELLOW

Call-to-action Call-to-action Member Beta Bar HEX #4C60EB active HEX #FFD700 HEX #16C9B3 RGB(76,96,235) HEX #3E51B5 RGB (255,215,0) RGB(22,201,179) RGB (62,81,181) The Economist Group – Marketing communications creative guide 31

CORE ELEMENTS – LAYOUT

Key headings

Font x Milo Serif Medium or Milo Serif Bold.

Font size x Font size and weight should be proportional Trump’s first 100 days. to the length of the headline and size of the ad.

Layout x Headline copy should be centred and not justified to the left or right—unless it relates In the global to an image. Single line—horizontal layout. village read the Headlines should be vertically centred. To achieve this, the space below the lowest local paper. descender and above the ascenders of the x first line should be equal. Leading In the global village Should be set according to the point size of read the local paper. the copy and between 100—120%. For point x sizes up to 24pt set to 120%. e.g. 15/18. For sizes above 24pt tighten the leading to 100%, x e.g. 40/40 (100%).

Punctuation Double line—horizontal layout. Use full points on both digital and print headlines. Vertical layout. The Economist Group – Marketing communications creative guide 32

PRODUCT IMAGERY

Product imagery

Devices We use photographic imagery to show how The Economist would appear on various devices. Select the latest devices and Economist content. Use icons to represent content where space is too limited for photographic representations.

Content Do not repeat a single cover or image across all devices, instead aim to show a range of layouts and content styles.

Legal considerations When depicting covers, never change, distort, add to or alter the supplied artwork. If in doubt over usage rights and permissions, contact: [email protected] or [email protected] The Economist Group – Marketing communications creative guide 33

PRODUCT IMAGERY

Stagger the products in a triangular Product layout to create balance. imagery

Product families When representing The Economist products, stagger the placement of the items to provide visual depth and balance. Where possible, be consistent: combine illustrations with illustrations, and photography with photography.

Shadows Complete product family. Include subtle drop shadows between products and ambient shadows beneath individual items to give the overall suite a greater realism. Shadows should be set in black, vertically from above with an opacity of 20—40%.

Print package. Digital package. The Economist Group – Marketing communications creative guide 34

CORE ELEMENTS – BRANDING TAG Accent construction

X equals stroke width of ‘I’, length equals 2 x ’I’

X equals cap height of section Accent constructionheading Accent construction

X equals stroke width of ‘I’, length X equals stroke Accent constructionequals 2 x ’I’ width of ‘I’, length Section equals 2 x ’I’ X equals stroke Signature element Accent constructionwidth of ‘I’, length X equals cap equals 2 x ’I’ height of section X equals cap heading X equals stroke X equals cap width of ‘I’, length height of section height of section – accent rule equals 2 x ’I’ heading heading

Mutti’sX equals malais cap e height of section The signature “brand tag” is used as a graphic device to Germanheading approval of Angela Merkel, % polled 80 help focus titles or headers, highlight key features, and Euro SectionCrisis 70 to punctuate the general rhythm of text-heavy pages. Section60 SectionSection50 40 Mutti’s malaise Migrant German approval of Angela Merkel, % polled Crisis 30 80 Euro Mutti’s malais2005 e 07Crisis 09 11 7013 15 16 Mutti’s malaisGere man apprSourovalce: of ARD Angela Deut MerkschlandTREel, % polledND/infratest dimap Accent construction 8060 German approval of Angela MerkEuel,ro % polled Crisis 807050 X equals stroke width of ‘I’, length Euro 6040 equals 2 x ’I’ Crisis Migrant70 Mutti’s malaise Crisis 30 50 German approval of Angela Merkel, % polled 6040 X equals cap 2005 07 09 11 13 15 16 80 height of section Migrant Source: ARD DeutschlandTREND/infratest dimapCrisis 30 heading 50 Euro Crisis 70 2005 07 09 11 13 15 16 Source: ARD DeutschlandTREND/infratest dimap 40 Migrant 60 Crisis 30 Section 50 2005 07 09 11 13 15 16 40 Source: ARD DeutschlandTREND/infratest dimap Migrant Crisis 30

Mutti’s malaise German approval of Angela Merkel, % polled 2005 07 09 11 13 15 16 80 Source: ARD DeutschlandTREND/infratest dimap Euro Crisis 70

60

50

40 Migrant Crisis 30

2005 07 09 11 13 15 16 Source: ARD DeutschlandTREND/infratest dimap The Economist Group – Marketing communications creative guide 35

ILLUSTRATION

Illustrative style

Use a variety of illustration styles that are appropriate to The Economist brand. Brief towards an ideas-led contemporary style. Establish a style beyond the blog identities of illustrators. House-style illustrations may also be used to complement supplied illustrations. Never change, distort, add to or alter supplied illustrations. Luca D’urbino. These illustrations are shown for Robert Samuel Hanson. reference only. Direct any questions on illustration style, illustration re-use Noma Bar. or usage permissions to: Angus Greig. [email protected] or [email protected] The Economist Group – Marketing communications creative guide 36

ICONOGRAPHY – GOOGLE MATERIAL RESOURCE

Iconography

The Economist uses the icon set provided through Google’s Material Design resource: The icon set is constantly updated and open source—commercially free to use. Position and size icons within circles as indicated below.

Some commonly used icons. The Economist Group – Marketing communications creative guide 37

ICONOGRAPHY – GOOGLE MATERIAL RESOURCE

Iconography

The Economist uses the icon set provided through Google’s Material Design resource: https://material.io/icons/ The icon set is constantly updated and open source—commercially free to use. Position and size icons within circles as indicated below.

Icons reversed. The Economist Group – Marketing communications creative guide 38

ICONOGRAPHY – EXAMPLES

SUBSCRIBERS ENJOY:

Iconography

As an example, the icon set can be used to indicate the various product offerings Icons. of The Economist. Use icons to represent content where space is too limited for photographic representations.

Icons can be used on print advertising SUBSCRIBERS ENJOY: such as newspaper ads or inserts or in online advertising where space allows. Set the icon sizes proportionally to one another and the overall dimensions of the layout. Icons may be placed with or without circles, and held as a group with the aid of simple visual elements Icons with circles. such as the lines shown. As an alternative to the icon set, product shots may be used to indicate the various product offerings ofThe Economist. SUBSCRIBERS ENJOY:

Product shots. The Economist Group – Marketing communications creative guide 39

SUBSCRIPTION PACKAGE – EXAMPLES

When setting text within columns it is possible to span the columns to minimise white space and make best use of the available space.

Print package

Product tables – WEEKLY 12 weeks The print edition for £12 print Delivered to your home or office each week

Digital package We group our products in subscription packages based on user behaviour. These are featured in WEEKLY 24/7/365 The digital edition including audio economist.com and our 12 weeks subscription marketing assets. entire digital archive for £12 Be consistent in the application of text styles DAILY The Economist Espresso to reinforce the established package hierarchies. We use Econ Sans OS for subscription communications and left align within the columns. Print + digital package When setting text within columns it is possible WEEKLY 24/7/365 to span the columns to make the best use of the The weekly print edition economist.com delivered to you and the Always on, always thought- available space. digital edition sent straight provoking. And a chance to your tablet or smartphone. to stay connected with the Intro Text styles stories that interest you. Offer Including audio Time categories 12 weeks for No time to read? Listen Digital archive £12 Font: Econ Sans OS Bold to every story instead. You’ve read the headlines, Colour: Economist Red now get the backstory. DAILY Our digital library contains Case: All caps The Economist Espresso every major issue, from Product title The top line on the day’s top 1997 to the present. stories, pushed to your device. Font: Econ Sans OS Medium Colour: White Case: Sentence case Description Font: Econ Sans OS Text Colour: Rich Grey Case: Sentence case The Economist Group – Marketing communications creative guide 40

USER INTERFACE COMPONENTS

CTA button—use for registration/subscription. Height: 30px; Background-colour: #3E51B5 (hover: #4C60EB); Register Font-family: Econ Sans OS; Font weight: normal; Padding: 8px 30px; Register Font-size: 14px; Colour: #FFFFFF; Website Border-radius: 4px. call-to-action CTA button—use for registration/subscription. Height: 30px; Background-colour: #D7D7D7 (hover: #3D51B5); buttons Font-family: Econ Sans OS; Reuse this content Font weight: 300; Padding: 8px 30px; Font-size: 14px; Reuse this content Colour: #121212 (hover: #FFFFFF); Border-radius: 4px.

CTA button—use for registration/subscription. Height: 30px; Background-colour: #E3120B (hover: #FC150D); Font-family: Econ Sans OS; More issues Font weight: normal; Padding: 8px 30px; Font-size: 14px; More issues Colour: #FFF; Border-radius: 4px.

Editorial CTA button—use for secondary editorial associated content/redirects. Height: 34px; Background-colour: #FFFFFF (hover: #3D51B5); Font-family: Econ Sans OS; See all updates Font weight: normal; Padding: 8px 30px; Font-size: 14px; See all updates Border: 2px solid #D7D7D7; Colour: #7A7A7A (hover: #3E541B5). Owned media advertising The Economist Group – Marketing communications creative guide 42

OWNED MEDIA ADVERTISING – FULL-PAGE PRINT AD

Milo Serif Medium is used for headlines. This year, Econ Sans OS is used for the body copy. Space body copy according to the gain some weight. point size of the headline. As a guide it should be spaced at 1 – 1.5 times The New Year doesn’t have to be all about sacrifice. Subscribers toThe Economist enjoy the point size of the headline. a rich and varied diet of global news, with plenty of spice. Whether you like to consume it in print or digitally, you need never feel starved of the issues that matter.

Economist Red (C0,M100,Y100,K0).

Group icons together using line as shown here. Icons sourced from Google’s Material Design resource—design.google/resources/ SUBSCRIBERS ENJOY:

Subscriber information is set in Refer to the logo section on Econ Sans OS Regular. Econ Sans page 12 for sizing, logo placement OS Bold can be used to emphasise and clear space requirements. Yet to subscribe? Visit economist.com/newyear to get started for just elements such as the web address. £12 for 12 weeks and enjoy access across print, online, audio and our apps. White (C0,M0,Y0,K0).

Full-page newspaper ad A5 insert The Economist Group – Marketing communications creative guide 43

OWNED MEDIA ADVERTISING – A5 INSERT (FRONT)

Milo Serif is used for headlines. This year, Econ Sans OS is used for the body copy. gain some weight.

Chart your way through all the issues and events shaping our world with The Economist.

SUBSCRIBERS ENJOY:

Econ Sans OS Regular is used for subscription infomation.

Unlimited access to The full weekly edition in The audio version of each A head start each morning economist.com and our online print, at economist.com and week’s issue of The Economist, Monday to Saturday with archive, providing news and via our apps for a range of read by professional our daily briefing, via analysis throughout the week. mobile devices. broadcasters. smartphone app or e-mail.

Refer to the logo section on page 12 for sizing, logo placement and Yet to subscribe? Visit economist.com/newyear to get started for just clear space requirements. £12 for 12 weeks and enjoy access across print, online, audio and our apps.

Subscriber information is set in The Economist is italicised when Econ Sans OS Regular. Econ Sans it refers to the newspaper. OS Bold can be used to emphasise elements such as the web address.

Cover Wrap Newspaper inner

A5 insert The Economist Group – Marketing communications creative guide 44

OWNED MEDIA ADVERTISING – A5 INSERT (BACK)

When setting text within columns it is possible to span the columns to minimise white space and make best use of the available space.

Print package

WEEKLY 12 weeks Economist Pale Blue The print edition for £12 (C15, M0, Y0, K10). Delivered to your home or office each week

Digital package Subscription packages and WEEKLY 24/7/365 offers in Econ Sans OS Regular. The digital edition including audio economist.com and our 12 weeks entire digital archive for Use Econ Sans OS Bold to £12 DAILY emphasise elements. You’ve seen the news, The Economist Espresso now discover the story. Print + digital package WEEKLY 24/7/365 Plenty of news outlets deliver the what and where of world The weekly print edition economist.com events. The Economist gives you the why. delivered to you and the Always on, always thought- We bring our readers a unique and independent digital edition sent straight provoking. And a chance to your tablet or smartphone. to stay connected with the perspective, covering every major development you need Intro stories that interest you. Body copy set in to know—as well as many things you never realised you Offer Including audio needed to know. 12 weeks Milo Serif Text. No time to read? Listen Digital archive for £12 Each week, The Economist spans everything from UK to every story instead. You’ve read the headlines, and world news, politics, business and finance, science, now get the backstory. technology and the arts. DAILY Our digital library contains The Economist Espresso every major issue, from Go beyond the headlines, to get the bigger global picture. The top line on the day’s top 1997 to the present. Subscribe to The Economist today. stories, pushed to your device. Economist Red Subscription strip in Econ Sans (C100, M100, Y0, K0). OS Bold with icons utilised on renewals communications. Join us today Visit: www.economist.com/subscribe Call: +44 (0) 114 220 2404 and quote code: 1234 Terms and conditions in Econ Sans OS Regular. After 12 weeks, pay only £53 per quarter (13 weeks) thereafter for the Print and Digital option or £44 per quarter (13 weeks) thereafter for the Print or Digital options. The Economist shall provide your subscription in accordance with the terms and conditions found at www.economimst.com/terms. You accept these terms when you submit your order. Please allow up to 21 days for your order to be processed. This offer is available in the UK only and expires on June 30th 2017.

Reverse out icons when appearing on red.

Cover Wrap Newspaper inner

A5 insert The Economist Group – Marketing communications creative guide 45

OWNED MEDIA ADVERTISING – COVER WRAP OUTER : FULL PAGE

No keyline is required as there is sufficient contrast between the red and black.

In this instance, The Economist red has been changed to black to enhance the creative A lot has happened during concept. your subscription. Use Milo Serif Medium for headlines.

Selection of recent newspapers. Can you live in Econ Sans OS is used the dark? for the sub-head.

Renew your subscription before the lights go out.

Milo Serif headline and sub-head.

Milo Serif Text body copy. Is now really the time to take your eye off the ball?

With a Print + Digital subscription, you can access The Economist in all its forms. As well as the weekly print edition, you’ll receive our digital edition including professionally-read audio articles. You can also access The Economist on the go with our mobile app and receive weekday morning updates via our concise Espresso app.

Arrow is used to draw attention towards the John Smith Your last issue is on re-subscription bar. 46 Silverdale Road Saturday September 8th Petts Wood, Orpington BR5 1NJ North America Latin America www.economist.com/renew United Kingdom Renew today 1 800 456 6086 1 636 449 5702

Cover Newspaper Wrap

A5 insert The Economist Group – Marketing communications creative guide 46

OWNED MEDIA ADVERTISING – COVER WRAP OUTER – HALF PAGE

OUR ANNUAL SUPPLEMENT: THE WORLD IF Meet Britain’s new prime minister Drugs, the dark web and the free market Showdown in the South China Sea The arrival of the geek economy

A lot has happened during JULY 16TH–22ND 2016 Size of cut-out your subscription. for indicative purposes only.

Selection of recent newspapers. Use Milo Serif Medium for headlines. Can you live in Econ Sans OS is used the dark? for the sub-head. Milo Serif Medium headline and sub-head Renew your subscription before the lights go out. with Milo Serif Text Donald body copy. Is now really the time to take your eye off the ball? Trump and With a Print + Digital subscription, you can access The Economist in all its forms. As well as the weekly print edition, you’ll receive our digital edition including professionally-read a divided audio articles. You can also access The Economist on the go with our mobile app and receive weekday morning updates via our concise Espresso app. America

John Smith Your last issue is on 46 Silverdale Road Saturday September 8th Petts Wood, Orpington Re-subscription bar. BR5 1NJ North America Latin America www.economist.com/renew United Kingdom Renew today 1 800 456 6086 1 636 449 5702

I/N 8998

20160716_ECN_NAVA_001.indd 1 13/07/2016 21:41

Cover Newspaper Wrap

A5 insert The Economist Group – Marketing communications creative guide 47

OWNED MEDIA ADVERTISING – COVER WRAP INNER

To help you keep up with a fast-changing Milo Serif world, The Economist is forever finding Renew today Medium headline. new methods of keeping up with you. and never be without Softer blue interior You can now access our content in more ways than ever. Everything from a leisurely flick through The Economist. with alternate options the print edition on a Saturday afternoon, to to renew a subscription. grabbing a snapshot of our editorial leads on your An informed opinion has smartphone during your morning commute. So, renew now and maintain your essential never been more valuable. guide to the forces that shape our world. To renew or upgrade to the complete package, go online or call us now. Milo Serif Text A complete Print + Digital subscription gives you: Dear Reader, body copy. • Weekly delivery of The Economist in print This is a truly exciting time to be an Economist reader. • Full access to economist.com and The Economist in audio • Full access to The Economist apps In a world experiencing unprecedented change, our founding • The Economist Espresso principles—freedom of the individual and markets, along with • Full access to our digital archive of reports and articles, stretching back to 1997 Econ Sans OS Regular the free exchange of knowledge and ideas—are even more important today than they were when we launched in 1843. for additional subscription And though our values remain the same, it doesn’t mean we’ve information. stood still. It’s all part of your subscription Today, our subscribers can benefit from our multiple digital Your subscription includes a free copy of The World in 2017, The Economist’s annual collection of forecasts by leading journalists and prominent figures from politics, business, science and the arts. platforms and apps that sit alongside our much-loved print edition. So you can enjoy the insights and wit of The Economist wherever you are, and however long you have to spend. We look forward to guiding, informing and entertaining you over the coming year. North America Latin America www.economist.com/renew Renew today 1 800 456 6086 1 636 449 5702 Yours sincerely,

Michael Brunt Managing Director, Circulation Two easy ways Arrow is used to draw to stay one step ahead. attention towards the re-subscription bar. To renew or upgrade online: simply visit economist.com/renew • Log in using your customer reference number and last name. • Select your subscription and fill in your payment details on the landing page.

To renew or upgrade by phone: call 1-800-456-6086, North America Latin America www.economist.com/renew toll free in North America (or 1-636-449-5702 from Renew today 1 800 456 6086 1 636 449 5702 Latin America) and speak to our service center.

Cover Wrap Newspaper inner

A5 insert The Economist Group – Marketing communications creative guide 48

E-NEWSLETTERS – DAILY DISPATCH

Web safe fonts used for internal newsletter content—Georgia (serif) and Helvetica (sans serif). The Economist Group – Marketing communications creative guide 49

E-NEWSLETTERS – EDITOR'S PICKS

Web safe fonts used for internal newsletter content—Georgia (serif) and Helvetica (sans serif). The Economist Group – Marketing communications creative guide 50

E-NEWSLETTERS – SERIOUSLY CURIOUS

Web safe fonts used for internal newsletter content—Georgia (serif) and Helvetica (sans serif). The Economist Group – Marketing communications creative guide 51

ONLINE ADVERTISING – BANNER DIMENSIONS 160x600 300x600 Milo Serif Medium heading. Centre copy where it sits independently of the image. Set leading according to the point size. As a guide it should be set at 120% of the font size, e.g. 8/9.6 (120%) or 10/12 (120%).

Align copy to the vertical centre within available negative red space. Refer to layout instructions on page 20. Banner ads

The Economist banner ads are placed on economist.com to convert the Text is left aligned in relation to The arrow device points to casual reader into a subscriber. the image and sized and positioned The Economist logo here as Exceptions to comfortably fill the remaining the body copy is the “voice” clear space of the ad. of The Economist. When images are introduced in banner ads, adapt the positioning and alignment of copy to work with 970x250 the image. The usual text positioning rules may not apply.

Rich Grey — #383E42. 728x90

Vertically centre single lines of copy. 300x250

Economist Red — #E3120B.

Keep the position of the chevron consistent and centre the call-to-action text in the remaining space of the button.

Econ Blue Grey — #E3EBF0. The Economist Group – Marketing communications creative guide 52

ONLINE ADVERTISING – PROPOSED BANNER TREATMENTS

A. E. Do we have aliens as neighbours? Imagery All silk roads lead to Beijing. MAKE WAY LOOK CLOSELY Online advertising can utilise a range of imagery or illustration such as: A. Full bleed underlays that integrate B. F. with The Economist’s red. How we’ve left Earth How do you fix our prisons? B. Realistic looking stock images a glowing legacy. or illustrations that correspond to the LET MORE OUT PUT MORE IN line. However, do not use obviously FIND OUT MORE UNLOCK HERE rendered or overly-styled photos. C. Full bleed images that interact C. with the text. G. D. Text interacting with a simple graphic. Is free water costing Beloved flag? Red rag? E. Flat vector illustrations. the earth?

F. Plain text with call-to-action boxes. FIND OUT MORE TAP INTO FACTS No periods required on buttons. G. Plain text. D. H. H. Text that interacts with the image. down?

So why talk America up. Employment up. Stocks CATCH UP FIND OUT MORE Earned media advertising The Economist Group – Marketing communications creative guide 54

ONLINE ADVERTISING – EARNED SOCIAL MEDIA: FACEBOOK

Cover photo 828 x 315 px

Facebook Profile photo 180 x 180 px (Thumbnail appears at 40 x 40) Recommendations Facebook advertising guidelines can be Our Facebook Profile found here: www.facebook.com/business/ Shared image ads-guide/ 1200 x 630 px Ad dimensions change periodically. (Appears in feed at 470 px wide and appears on page at 504px wide) Check the website for the most up-to-date specifications. Facebook encourages the use of images and minimal text in all its advertisements. Ads with higher amounts of text will Shared link receive less or no delivery at all. Logos, watermarks and numbers are all 1200 x 627 px considered text. The image below indicates where and how This is how a link shared on your profile will look Facebook ads will appear in a browser. Hillab ipienimus aut quis autenis dolestibusae secupta sperum eos sedi con cus corum fuga. Sed quuntium fugit odios ent voloris fugit odios ent voloris eaque mincto.

Highlighted image 1200 x 717 px (Appears on page at 843 x 504px)

Facebook site mockup. The Economist Group – Marketing communications creative guide 55

ONLINE ADVERTISING – EARNED SOCIAL MEDIA: FACEBOOK

Cover photo 828 x 315 px

Facebook Cover Photo 180 x 180 px (Thumbnail appears at 40 x 40) Carousel advertisements

Facebook advertising guidelines can be 90 characters max of header text Our Facebook Profile Sed quuntium fugit odios ent voloris fugit odios ent voloris. found here: www.facebook.com/business/ Into officius, quiaSed etur? Em eatquis aut ads-guide/ Recommended image size: 1,080 x 1,080px

Image ratio: 1:1 Shared Image Shared Image Shared Image Shared Image Text: 90 characters 1080 x 1080 px 1080 x 1080 px 1080 x 1080 px 1080 x 1080 px Headline: 40 characters Link description: 20 characters Images should include a minimal amount of text. Use product imagery to target Headline copy Headline copy 40 characters max Headline copy returning or high-intent customers, and — 40 characters max Description 20 characters max 20 characters max 20 characters max lifestyle imagery to target new customers. 20 characters max

Optional call-to-action button.

Facebook Carousel mockup. The Economist Group – Marketing communications creative guide 56

ONLINE ADVERTISING – EARNED SOCIAL MEDIA: FACEBOOK

Cover Photo 828 x 315 px

Cover Photo 180 x 180 px (Thumbnail appears at 32 x 32) Milo Serif Bold headline 90 characters max of header text used in smaller ad. Our Facebook Profile Sed quuntium fugit odios ent voloris fugit odios ent voloris. Into officius, quiaSed etur? Em eatquis aut

The body copy and button style is dictated by Facebook. We are unable to change these.

Facebook Carousel mockup. The Economist Group – Marketing communications creative guide 57

ONLINE ADVERTISING – EARNED SOCIAL MEDIA: TWITTER

Twitter

Header photo Recommendations 1500 x 500 px Include a clear call-to-action and hashtags related to the post. Profile photo Keep tweets short and interesting—tweets 400 x 400 px with fewer than 100 characters get more (Appears at 200 x 200px) engagement.

Use Twitter Cards which allow you to attach Our Twitter Profile rich photos, videos and media experiences @Twitterhandle to Tweets, helping to drive engagement and In-stream image traffic to economist.com 440 x 220 px (Minimum ratio 2:1)

This is how a link shared on your profile will look Hillab ipienimus aut quis autenis dolestibusae secupta sperum eos sedi con cus corum fuga. Sed quuntium fugit odios ent voloris fugit odios ent voloris eaque mincto.

Twitter website mockup. The Economist Group – Marketing communications creative guide 58

ONLINE ADVERTISING – EARNED SOCIAL MEDIA: INSTAGRAM

Instagram Our Instagram Profile 150 x 150 px (Minimum size) Ad recommendations Include a clear call-to-action by placing a button on images or bold text link in the description. Use bright images that stand out with colour.

Post recommendations Use hashtags that matter to the audience. Share Square Image Share Vertical Image Vertical images are cropped to square proportions. Post regularly. Comment & like—give some 1080 x 1080 px 1080 x 1350 px (On timeline 293 x 293px) (On timeline 293 x 293px) ove to get some. Geo-Tag relevant people in posts.

Horizontal images are cropped to square proportions. Share Horizontal Image 1500 x 500 px (On timeline 293 x 293px)

Instagram website mockup. Bought media advertising The Economist Group – Marketing communications creative guide 60

BOUGHT MEDIA – EXPERIENTIAL COLLATERAL

12 issues Milo Serif Medium headline. Grounds for for change. £ Econ Sans OS subscription copy.

Econ Sans OS Wake up to a smart use for 12 subscription copy. coffee waste and more at Subscribe to The Economist today and economist.com/feedingthefuture receive 12 issues for only £12.

Econ Sans OS social media handles. @TheEconomist #feedingthefuture @TheEconomist #feedingthefuture

Coffee-cart branding. The Economist Group – Marketing communications creative guide 61

BOUGHT MEDIA – COFFEE TRIKE BRANDING

Simple vector illustrations. *

Milo Serif Medium

headline. ton of waste coee gallons of FREE coee  grounds can produce biodiesel FREE coee tons of coee are consumed annually 7m around the world to go. Further This could produce to go. Further gallons of  m biodiesel

Coee grounds can still be used as compost after the biodiesel has been extracted

Wake up to a smart use for Wake up to a smart use for Econ Sans OS coee waste and more at coee waste and more at economist.com/feedingthefuture economist.com/feedingthefuture subscription copy and Wake up to a smart use for coee waste and more at social media handles. economist.com/feedingthefuture Econ Sans OS @TheEconomist #feedingthefuture 12 issues  issues subscription information. for for £12 £ Subscribe to The Economist today Subscribe to The Economist today and receive 12 issues for only £12 and receive 12 issues for only £12

Coffee-cart branding.

Milo Serif Medium headlines.

Coffee-cup branding. The Economist Group – Marketing communications creative guide 62

BOUGHT MEDIA – EXPERIENTIAL COLLATERAL

Even more food for thought Crunchy content inside. from The Economist.

65 billion Up to one third Over 7m tonnes of farm animals per of the world’s coffeeis consumed Milo Serif year are needed to food produced annually, around feed global demand for human the world and could Medium headline. for meat. consumption is produce 340m gallons of billion people around the wasted every year. biodiesel. Crunchy globe already eayy bugs. There are over content inside. Stay up to date on the future of food and the global issues that impact you 12 issues  edible insect species. with The Economist. for

Digest the future of food at economist.com/feedingthefuture Insects as food is just one of many global issues analysed Insects contain up to and discussed every week in The Economist. Each issue covers £ a wide variety of topics including British and world news, politics, business, finance, science, technology and the arts.  READ VIEW ACTION 12 protein. Enjoy “Bugs in the Watch “Why eating Opt to plant a tree Econ Sans OS body copy system” The Economist insects makes sense” when you subscribe and social media handles. article on the merits and to discover how insects to The Economist. Subscribe to The Economist today Subscribers enjoy: challenges of turning can help feed a growing and receive 12 issues for only £12 bugs into food. population. You’ll receive our unrivalled analysis Espresso in print, digital and audio formats. Digest the future of food at

@TheEconomist #feedingthefuture economist.com/feedingthefuture economist.com/feedingthefuture

Future of food flyers. The Economist Group – Marketing communications creative guide 63

BOUGHT MEDIA – PRINT ADVERTISING

Milo Serif Medium headline. I would like a free copy of The Economist.

For additional print advertising examples refer to the owned media section of this guide.

Where you put your X could change the next five years. To get a FREE copy, text ELECTIONOFFER to 78070.

SMS charged as per tariff, we will call you back. Free copy will be a recent printed issue. Offer not available for existing subscribers. Offer applies to UK households only, limited to one copy per household. Offer ends 26th May2017. Terms and conditions apply, see economist.com/terms/specificoffers.

Press advertisement. The Economist Group – Marketing communications creative guide 64

BOUGHT MEDIA – OUT OF HOME ADVERTISING

Taxi for Theresa? Text 78070 for your free post-election issue.

The election every party lost. Text 78070 for your free post-election issue.

96-Sheet billboards. The Economist Group – Marketing communications creative guide 65

BOUGHT MEDIA – OUT OF HOME ADVERTISING

What made Croydon Central turn left?

Keep up with the latest on the election. For your FREE copy, text ELECTIONOFFER to 78070.

SMS charged as per tariff, we will call you back. Free copy will be a recent printed issue. Offer not available for existing subscribers. Offer applies to UK households only, limited to one copy per household. Offer ends Monday 12th June 2017. Terms and conditions apply, economist.com/terms/specificofferssee

Digital display van advertising. Owned media expanded advertising The Economist Group – Marketing communications creative guide 67

DIRECT MAIL – A4 LEAFLET + SUBSCRIPTION FLAP

Customer subscription information Your subscription set in Econ Sans OS. expires on 12th January 2019

Mr Kenningham 1 BLENHEIM ROAD ST ALBANS Customer reference number: 00373087 HERTFORDSHIRE Current subscription: Print and Digital AL1 4NS 229 Subscription term: 2 years

14th November 2018 Headlines set in We don’t need to tell you about Milo Serif medium. Renew today startling new discoveries. +44 20 7576 8448 You’re an Economist reader. or 0333 230 9200

Dear Mr Kenningham www.economist.com/renew The Economist Subscription Centre Our title may say one thing, but our content really says it all. From politics PO box 471 Haywards Heath, RH16 EGY and business to science and technology, we appeal to the seriously curious. Incredibly, scientists are now able to tweak faulty genes in human embryos, Complete and return while engineers found a way to charge electric cars wirelessly. This really is an the form below to: extraordinary world and one we’re looking forward to exploring with you. The Economist Subscription Centre Renew your subscription and keep ahead. PO Box 471, We’ll continue to give you unparalleled, trusted insight on the issues that shape Haywards Heath, our world. And all you need to keep ahead is to renew today. Simply give us a call, RH16 3GY, UK renew online or switch on auto-renewal to receive a 16% discount. Yours sincerely

Mr S Sample 24 Sample Avenue Save an extra £29 Sampleshire Sharon Emecz When you auto renew a Print + Digital Sample Global Marketing Director, CRM subscription EC1 0NM

P.S. We’re here to help. Should you have any questions, or simply want to share feedback, please get in touch. Email [email protected] or call us on +44 20 7576 8448 or 0333 230 9200.

Plus, get a free Pocket World in Figures when you auto renew your subscription.

Navigational elements can be used to help direct the eye. Direct mailer outer. Resubscription bar Renew today. Complete the form below or go to economist.com/renew set in Econ Sans OS.

1. Your renewal options There are many different ways to enjoyThe Economist. Could you be getting even more out of it? Now’s the time to choose.

1 year (51 issues) 2 years (102 issues) 3 years (153 issues) Auto renew* (51 issues – only available when paying with credit card)

Mueller’s misunderstood mission

Where next for Catalonia? A purge of Saudi princes A special report on e-commerce Print Package Trafficking brides to China The perils of plea bargains Kenya’s sham election Luther at 500: an essay Microbial medicine: bugs as drugs iRisk: Apple’s monster investment arm NOVEMBER 4TH–10TH 2017 A special report on technology in Africa Should you know what everyone earns? NOVEMBER 11TH–17TH 2017 OCTOBER 28TH–NOVEMBER 3RD 2017 Print Package Social media’s threat Endangered to democracy A tsar is born America’s future as a global power 100 years after the Russian Enjoy weekly delivery of The Economist revolution in print, with 80+ pages of opinion and £145 £259 £349 £130

I/N 9066 I/N 9064

20171111_ECN_NAVA_001.indd 1 08/11/2017 19:42 20171028_ECN_NAVA_001.indd 1 25/10/2017 21:11 I/N 9065 analysis, direct to your door. 20171104_ECN_NAVA_001.indd 1 01/11/2017 20:22 Resubscription form Digital Package Digital Package Weekly edition online and via our apps, set in Econ Sans OS. access to blog content at Economist.com, £145 £259 £349 £130 audio edition, and daily Espresso briefing.

Print + Digital Package BEST Print + Digital Package VALUE The best of all worlds: our print edition, Save full access to Economist.com & apps, £179 £259 £359 £150 16% You will always find

BEST VALUE audio edition, and daily Espresso briefing. our best prices here

2. Your payment details Please complete your payment details below. 3. Your personal details

Please check if your details are still up-to-date. If not you can Charge my Visa Mastercard A m e x Exp. date MM/ YY update your details via the web address or phone number above. Name: Mr Kenningham Card number Email: [email protected] Telephone: / Signature Date MM YY Delivery address: 1 BLENHEIM ROAD ST ALBANS HERTFORDSHIRE AL1 4NS or Cheque enclosed Payable to The Economist Newspaper Ltd (not available with auto renew) Customer reference number: 00373087

The Economist Group would like to keep you informed about exclusive offers, events and new product developments we think would interest you. If you’d prefer not to be contacted, please let us know below by selecting the options that apply: No, I’d prefer not to be contacted by email No, I’d prefer not to be contacted by phone No, I’d prefer not to be contacted by post Go to economist.com/privacy to get more information on how we use your details.

The Economist shall provide your subscription in accordance with the terms and conditions. You accepted these terms when you submitted your order. You may cancel your subscription at any time by contacting customer service and receive a full refund for the unserved portion of your subscription. *Auto renew subscriptions: payments need to be made by credit card. The subscription term is detailed in your order summary above. At the end of each subscription period, your subscription will automatically renew and you will be charged at the then prevailing rate for each subscription period using the payment details you have provided. If there are any changes to the amount and frequency of your payment, The Economist will notify you at least two weeks in advance of payment being taken. ZVB3

Leaflet. The Economist Group – Marketing communications creative guide 68

DIRECT MAIL – A5 LEAFLET

Headlines set in

Your Milo Serif medium. subscription Ahead of the curve since 1843. ends soon The Economist has always delivered a unique combination of facts and analysis. It’s what keeps you and all our readers ahead of the curve. We hope you continue subscribing, and we’ll continue to update you on the stories that are shaping our world.

Flynn and Trump v the spooks A purge of Saudi princes Farewell to the Arctic the turmoil Keep the change. The stain of Guantánamo The perils of plea bargains The Trump tax plan in Trump’s White House Pop stars and patronage in Congo Microbial medicine: bugs as drugs Tech offices: sofas and surveillance Inflation’s welcome return A special report on technology in Africa Who is Emmanuel Macron?

7 FEBRUARY 18TH–24TH 2017 JANUARY 14TH–20TH 201 NOVEMBER 11TH–17TH 2017 APRIL 29TH–MAY 5TH 2017 Sex and science Lifelong learning Endangered America’s future as a global power How to survive in the age of automation A SPECIAL REPORT

How life ends Gene editing, clones and the Death is inevitable. A bad death is not ethics of making babies

I/N 9028 I/N 9023 I/N 9066 I/N 9038 15/02/2017 21:54 11/01/2017 21:19 08/11/2017 19:42 26/04/2017 19:48

01.indd 1 001.indd 1 20170218_ECN_NAVA_0 20170114_ECN_NAVA_ 20171111_ECN_NAVA_001.indd 1 20170429_ECN_NAVA_001.indd 1

Sex and science Lifelong Learning Endangered How to have a better death Ways of reproducing without sexual How to survive in the age of America’s global infl uence has Honest and open conversations with intercourse are multiplying. History automation? It is easy to say that people dwindled under Trump - and the man the dying should be as much a part of suggests that they should be embraced. need to keep learning throughout their in the oval o ce is making it worse. modern medicine as prescribing drugs or careers. The practicalities are daunting. fi xing broken bones. Death is inevitable. A bad death is not.

+   ­­ Subscription information Make an extra saving when you choose auto renewal. Renew today www.economist.com/renew Complete and return the form or €€€ € ‚ set in Econ Sans OS.

ECON0046 Eff-3 updates 180427_V1.indd 1 27/04/2018 13:19 ECON0046 Eff-3 updates 180427_V1.indd 2 27/04/2018 13:19 Direct mailer leaflet front. Direct mailer leaflet back. The Economist Group – Marketing communications creative guide 69

CORPORATE AND OFFICE SIGNAGE

Select a diverse range of advertisements.

Milo Serif used for the headline.

Examples shown in a number of different devices and formats.

Insitu examples showing advertisements on a number of different sites.

Boardroom vinyl. The Economist Group – Marketing communications creative guide 70

CORPORATE AND OFFICE SIGNAGE

Select a diverse range of advertisements.

Examples shown in a number of different devices, sizes and formats. Milo Serif used for the headline.

Insitu examples showing advertisements on a number of different sites.

Office-room wall vinyl. The Economist Group – Marketing communications creative guide 71

THE WORLD IN – FULL-PAGE PRINT AD

Angelina Jolie Leonardo da Vinci Christine Lagarde Vital humanity. The renaissance treatment. A boost for inclusive growth.

Ellen Johnson Sirleaf Jeremy Corbyn Yuval Noah Harari Empowering women in Africa. Alternative political remedies. Aiding global vision.

Steven Pinker The Economist’s journalists Pony Ma Positively refreshing. May cause heightened illumination. How tech can do a power of good. Econ Sans OS used for the headline to compliment the medical theme. A STRONG DOSE OF PERSPECTIVE

Images to illustrate different delivery methods.

Body copy is set in

Econ Sans OS. Prepare yourself for the year ahead with opinions from big thinkers, industry leaders and The Economist’s journalists. Buy The World in 2019 on the newsstand, at shop.economist.com or get the digital issue from The Economist app.

Full-page newspaper ad A5 insert The Economist Group – Marketing communications creative guide 72

ONLINE ADVERTISING – BANNER DIMENSIONS 160x600 300x600 Milo Serif Medium heading. Centre copy where it sits independently of the image. Set leading according to the point size. As a guide it should be set at 120% of the font size, e.g. 8/9.6 (120%) or 10/12 (120%).

Align copy to the vertical centre within available negative red space. Refer to layout Banner ads instructions on page 30.

The Economist banner ads are used to raise brand awareness and drive Text is left aligned in relation to The arrow device points to leads to economist.com the image and sized and positioned The Economist logo here as to comfortably fill the remaining the body copy is the “voice” Exceptions clear space of the ad. of The Economist. When images are introduced in banner ads, adapt the positioning and alignment of copy to work with 970x250 the image. The usual text positioning rules may not apply.

Rich grey — #383E42. 728x90

Vertically centre single lines of copy. 300x250

Economist red — #E3120B.

Keep the position of the chevron consistent and centre the call-to-action text in the remaining space of the button.

Cool grey — #E3EBF0.