Off Icial Brand Guidelines INDEX 2

Off icial Brand Guidelines INDEX 2

1. The Brand Essence 2. Identity

2.1 Official Brand Full Colour Flat 1 Colour 2.2 Official Wordmark 2.3 Colours 2.4 Brand Proportions 2.5 Minimum Reduction 2.6 Clear Space 2.7 Typography 2.8 Backgrounds Usage 2.9 Unauthorized Usage

3. Official Look 4. Applications

The Official Brand Guidelines establishes a set of rules and recommendations to ensure correct application and consistent of the Brand of Conmebol Sudamericana. The consistent application of this set of rules is essential for creating and maintaining the identity of Conmebol Sudamericana.

COPA SUDAMERICANA How can it grow?

Create relevance for Copa Sudamericana Second best is a relative positioning. The goal is to find an absolute positioning statement for Copa Sudamericana based on a relevant and meaningful brand proposition. 1. The Brand Essence

Fresh football by grassroots newcomers. Untouched. Pure. Genuine.

Do not use this image. This is only used in this Manual to illustrate the look and feel of the Conceptual path to the Brand construction. 1. The Brand Essence

The birth of new heroes. The rise of old tribes. Innate. Intrinsic. Essencial to the core.

Do not use this image. This is only used in this Manual to illustrate the look and feel of the Conceptual path to the Brand construction. 1. The Brand Essence

The beginning of the endeavour for honor. Blind loyalty. Blind ambition. Blind faith.

Do not use this image. This is only used in this Manual to illustrate the look and feel of the Conceptual path to the Brand construction. 1. The Brand Essence

The first step on higher grounds. The first ride out. Not the second. Not the lesser.

Do not use this image. This is only used in this Manual to illustrate the look and feel of the Conceptual path to the Brand construction. 1. The Brand Essence The first gold.

The first international frontier. The nervousness of the inexperienced. The fierceness of the naive.

Do not use this image. This is only used in this Manual to illustrate the look and feel of the Conceptual path to the Brand construction. 1. The Brand Essence

COPA SUDAMERICANA How can it grow? Nurture the Unbroken After analysing all underlying aspects, both internal and external Absolute More positioning interaction to Copa Sudamericana, the job THE is to find out how to define the tournament as a brand that directly FIRST descends from CONMEBOL and GOLD to apply it to its specific target with Representative Leverage its specific demands. BRAND genuineness

Relevant storytelling 1. The Brand Essence The first gold.

Do not use these images. They are only used in this Manual to illustrate the look and feel of the Conceptual path to the Brand construction. 1. The Brand Essence The First Gold Concept The exterior shape represents the cup for which the clubs will fighting for. Inside the ball which at its center shines a Below the ball we’ve the golden star: the main objective supporters, the die hard fans, of all the clubs is to win their full of devotion and passion first GOLD in their Continent for their teams. on the first outing.

The triangular shape is the gateway to first continental “battle”.

Endorsement

Type Font Choice: Branding* Competition Name

* Upper Case Font Type suggests strength, struggle and willingness to win. It’s also a more sophisticated type, conveying the brand’s contemporary nature. The stylized A character, adds movement, liberty and personality to the font type. These elements reflect the essence of the Sudamericana brand. 2. Identity 12 2.1 OFFICIAL BRAND

The brand is composed by a logotype and a symbol. The interplay of the multiple brand elements was carefully designed and should not, under any circumstances, be changed. Brand proportions should be maintained, independent of logo size.

Brand Guidelines CONMEBOL SUDAMERICANA Copyright@2017 Brandia. All Rights Reserved. FULL COLOUR version_on light background 13 2. Identity SUDAMERICANA BRAND / 01_Official Logo / On Light Background_Exceptional Aplications

2.1 OFFICIAL BRAND

The selected chromatic elements guarantee the correct identification and recognition of the brand Conmebol Sudamericana. The consistency of the the Conmebol Sudamericana brand depends on the correct usage of the chromatic elements. This version should be used in CMYK and RGB reproductions, against light and dark backgrounds, or backgrounds FULL COLOUR version_on dark background of any other colour approved for usage SUDAMERICANA BRAND / 01_Official Logo / On Dark Background with the Conmebol Sudamericana brand.

Brand Guidelines CONMEBOL SUDAMERICANA Copyright@2017 Brandia. All Rights Reserved. FLAT 1 COLOUR version_on light background 14 2. Identity SUDAMERICANA BRAND / 01_Official Logo / On Light Background_Exceptional Aplications

2.1 OFFICIAL BRAND

This version of the brand is recommended for scenarios when the usage of colour is not advisable. Under such circumstances, it is recommended that a single chromatic version of the brand be used - black on white background, or white on black background.

FLAT 1 COLOUR version_on dark background

SUDAMERICANA BRAND / 01_Official Logo / On Dark Background

2.2 OFFICIAL WORDMARK

A wordmark version of the brand was developed for usage on reproductions and layouts that are not compatible with the usage of the full and complete official brand.

The chromatic elements selected for the wordmark version, guarantee the correct identification and recognition of the brand Conmebol Sudamericana. On dark background

The wordmark version of the brand SUDAMERICANA BRAND / 02_Wordmark Version / On Dark Background should be used in CYMK, RGB and 1 Flat Colour reproductions, against light and dark backgrounds, or backgrounds of any other colour approved for usage with the Conmebol Sudamericana brand.

Pantone® Black C CMYK: 0/0/0/100 RGB: 0/0/0 The brands on this page detail the WEB: #000000 official logo and background colours RAL: 8022 VINIL: 3630-22* of the Conmebol Sudamericana brand. Official backgrounds are monochromatic white and black. White CMYK: 0/0/0/0 RGB: 255/255/255 WEB: #ffffff RAL: 9003 VINIL: 3635-20B**

* 3M™ Scotchcal™ Translucent Films Series 3630 ** 3M™ Light Management Films Series 3630

2 70% of 1 2 55% of 2

The minimum dimensions defined in this manual ensure the integrity and legibility of the brand Sudamericana Sudamericana and must always be respected. There 27 mm 27 mm is no maximum limit of magnification.

2.6 CLEAR SPACE

No elements can be placed in the clear area around the logo.

Brand Guidelines CONMEBOL SUDAMERICANA Copyright@2017 Brandia. All Rights Reserved. 2. Identity Branding Light 19 2.7 ABCDEFGHIJKLMNOPQRSTUVWXYZ TYPOGRAPHY: OFICIAL abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$ Branding, a modern typeface for modern needs! Branding, especially designed for meeting contemporary aesthetic Branding Light Italic and functional needs, is the interpretation of a modern typeface Designer: Alfonso García from the designer’s own perspective. ABCDEFGHIJKLMNOPQRSTUVWXYZ Foundry: Latinotype This typeface encapsulates a wide abcdefghijklmnopqrstuvwxyz Shop: www.myfonts.com range of nuances and combines, seemingly, opposite elements such 0123456789 ?!#$ as technology and friendly rounded shapes. In addition, alternative Branding Medium Branding Medium Italic characters make Branding an ideal tool for both graphics designers and art directors. ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ Branding is a sans-serif spurless abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz typeface with a medium-large x-height, slightly wider horizontal proportions, 0123456789 ?!#$ 0123456789 ?!#$ straight curves and convex terminals. This font is well-suited for logotypes, Branding Bold Branding Bold Italic isotypes, short text, etc. ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$ 0123456789 ?!#$

Brand Guidelines CONMEBOL SUDAMERICANA Copyright@2017 Brandia. All Rights Reserved. 2. Identity Oswald Light 20 2.7 TYPOGRAPHY: ABCDEFGHIJKLMNOPQRSTUVWXYZ DIGITAL PLATFORMS AND OFFLINE COMMUNICATION abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$

Oswald Regular Designer: Vernon Adams ABCDEFGHIJKLMNOPQRSTUVWXYZ Shop: https://fonts.google.com abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$

Oswald Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$

Brand Guidelines CONMEBOL SUDAMERICANA Copyright@2017 Brandia. All Rights Reserved. 2. Identity Arial 21 2.7 TYPOGRAPHY: ABCDEFGHIJKLMNOPQRSTUVWXYZ SUPPORT SYSTEM abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$

Arial Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$

Arial Bold Arial Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$ 0123456789 ?!#$

Arial Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$

The Official Brand version when applied in random images backgrounds has to respect the contrast between them.

Do not use this image. This is only used in this Manual to illustrate the look and feel of the Conceptual path to the Brand construction.

The Official Brand version when applied in random colour backgrounds has to respect the contrast between them.

Here are some exemples of how not to use the Conmebol Sudamericana Brand. The Brand should only be used as demonstrated on the previous pages in this manual.

Don’t change the colour of Conmebol/ Don’t apply any deformation to the Brand Don’t apply textures or effects to the Brand Sudamericana

Don’t change the order of the Brands Don’t rotate Brand Don’t change the colours of the Brand

The following pages illustrate examples of the official and appropriate usage of the Conmebol Sudamericana brand and look. The design illustrated in these pages demonstrates the join usage of colours and reflections to convey the spirit of the concept of the Brand: The First Gold. The Background gives us the feeling of opportunity, where the sky is the limit and the shape of the yellow/golden star is the ultimate goal, the Official Look is also composed by ball hexagons and more blue stars to give more power and richness to the applications.

RGB application: for digital communication

RGB APPLICATION

CMYK application: for offline communication

CMYK APPLICATION

On this page we can see how versatile is this official look. It can be applied with photographies and texts and the yellow/ golden star can be relocate where the focus of the strength of communication is.

Players Tunnel and Pulpit of the Official Ball - Entrance of players view

Players Tunnel and Pulpit of the Official Ball - Lateral view

Players Bench - Frontal view - Back view

Field Center - Panel 12 x 1 m - Circle Banner

Stadium Flag

Teams Official Photo Panel

Podium for the Final Awards

Flash Interview Backdrop

Press Conference Backdrop and Table

Players Badges - Participation Badge: Right Shoulder - Previous Year Champion Badge: Chest - Cup Won Badge: Left Shoulder

Vests - Players Heating - Ball Boys - Staff - Medical and TV