Off Icial Brand Guidelines INDEX 2

Official Brand Guidelines 2INDEX 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. Brand Guidelines Copyright@2017 Brandia. All Rights Reserved. CONMEBOL SUDAMERICANA 1. The Brand Essence 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 to Copa Sudamericana, the job is to find out how to define the tournament as a brand that directly descends from CONMEBOL and to apply it to its specific target with its specific demands. Absolute positioning More interaction THE FIRST GOLD Representative Leverage genuineness BRAND 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 golden star: the main objective of all the clubs is to win their first GOLD in their Continent on the first outing. Below the ball we’ve the supporters, the die hard fans, full of devotion and passion for their teams. The triangular shape is the gateway to first continental “battle”. Endorsement Competition Name Type Font Choice: Branding* * 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. 12 2. Identity 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 Copyright@2017 Brandia. All Rights Reserved. CONMEBOL SUDAMERICANA 13 FULL COLOUR version_on light background 2. Identity <ul style="display: flex;"><li style="flex:1">SUDAMERICANA BRAND / </li><li style="flex:1">01_Official Logo / </li><li style="flex:1">On Light Background_Exceptional Aplications </li></ul>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 of any other colour approved for usage with the Conmebol Sudamericana brand. FULL COLOUR version_on dark background <ul style="display: flex;"><li style="flex:1">SUDAMERICANA BRAND / </li><li style="flex:1">01_Official Logo / </li><li style="flex:1">On Dark Background </li></ul>Brand Guidelines Copyright@2017 Brandia. All Rights Reserved. CONMEBOL SUDAMERICANA 14 FLAT 1 COLOUR version_on light background 2. Identity <ul style="display: flex;"><li style="flex:1">SUDAMERICANA BRAND / </li><li style="flex:1">01_Official Logo / </li><li style="flex:1">On Light Background_Exceptional Aplications </li></ul>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 <ul style="display: flex;"><li style="flex:1">SUDAMERICANA BRAND / </li><li style="flex:1">01_Official Logo / </li><li style="flex:1">On Dark Background </li></ul>Brand Guidelines Copyright@2017 Brandia. All Rights Reserved. CONMEBOL SUDAMERICANA 15 On light background 2. Identity <ul style="display: flex;"><li style="flex:1">SUDAMERICANA BRAND / </li><li style="flex:1">02_Wordmark Version / </li><li style="flex:1">On Light Background </li></ul>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. The wordmark version of the brand 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. On dark background <ul style="display: flex;"><li style="flex:1">SUDAMERICANA BRAND / </li><li style="flex:1">02_Wordmark Version / </li><li style="flex:1">On Dark Background </li></ul>Brand Guidelines Copyright@2017 Brandia. All Rights Reserved. CONMEBOL SUDAMERICANA 16 2. Identity 2.3 COLOURS Pantone® Black CCMYK: 0/0/0/100 RGB: 0/0/0 The brands on this page detail the official logo and background colours of the Conmebol Sudamericana brand. Official backgrounds are monochromatic white and black. WEB: #000000 RAL: 8022 VINIL: 3630-22* 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 Brand Guidelines Copyright@2017 Brandia. All Rights Reserved. CONMEBOL SUDAMERICANA 17 2. Identity 2.4 BRAND PROPORTIONS 170% of 2 1Brand Guidelines Copyright@2017 Brandia. All Rights Reserved. CONMEBOL SUDAMERICANA 18 2. Identity 2.5 MINIMUM REDUCTION The minimum dimensions defined in this manual ensure the integrity and legibility of the brand Sudamericana Sudamericana and must always be respected. There is no maximum limit of magnification. <ul style="display: flex;"><li style="flex:1">27 mm </li><li style="flex:1">27 mm </li></ul>2.6 CLEAR SPACE No elements can be placed in the clear area around the logo. Brand Guidelines Copyright@2017 Brandia. All Rights Reserved. CONMEBOL SUDAMERICANA 19 Branding Light 2. Identity 2.7 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$ TYPOGRAPHY: OFICIAL Branding, a modern typeface for modern needs! Branding, especially designed for meeting contemporary aesthetic and functional needs, is the Branding Light Italic Designer: Alfonso García Foundry: Latinotype Shop<a href="/goto?url=http://www.myfonts.com" target="_blank">: www.myfonts.com </a>interpretation of a modern typeface from the designer’s own perspective. This typeface encapsulates a wide range of nuances and combines, seemingly, opposite elements such as technology and friendly rounded shapes. In addition, alternative characters make Branding an ideal tool for both graphics designers and art directors. Branding is a sans-serif spurless typeface with a medium-large x-height, slightly wider horizontal proportions, straight curves and convex terminals. This font is well-suited for logotypes, isotypes, short text, etc. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$ <ul style="display: flex;"><li style="flex:1">Branding Medium </li><li style="flex:1">Branding Medium Italic </li></ul>ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$ <ul style="display: flex;"><li style="flex:1">Branding Bold </li><li style="flex:1">Branding Bold Italic </li></ul>ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$ Brand Guidelines Copyright@2017 Brandia. All Rights Reserved. CONMEBOL SUDAMERICANA 20 Oswald Light 2. Identity 2.7 TYPOGRAPHY: DIGITAL PLATFORMS AND OFFLINE COMMUNICATION ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$ Oswald Regular Designer: Vernon Adams Shop: <a href="/goto?url=https://fonts.google.com" target="_blank">https://fonts.google.com </a>ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$ Oswald Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$ Brand Guidelines Copyright@2017 Brandia. All Rights Reserved. CONMEBOL SUDAMERICANA 21 Arial 2. Identity 2.7 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$ TYPOGRAPHY: SUPPORT SYSTEM Arial Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$ Arial Bold Arial Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$ Arial Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$ Brand Guidelines Copyright@2017 Brandia. All Rights Reserved. CONMEBOL SUDAMERICANA 22 2. Identity 2.8 USAGE ON BACKGROUNDS: RANDOM IMAGE 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. Brand Guidelines Copyright@2017 Brandia. All Rights Reserved. CONMEBOL SUDAMERICANA 23 2. Identity 2.8 USAGE ON BACKGROUNDS: RANDOM COLOURED The Official Brand version when applied in random colour backgrounds has to respect the contrast between them. Brand Guidelines Copyright@2017 Brandia. All Rights Reserved. CONMEBOL SUDAMERICANA 24 2. Identity 2.9 UNAUTHORIZED USAGE 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/ Sudamericana <ul style="display: flex;"><li style="flex:1">Don’t apply any deformation to the Brand </li><li style="flex:1">Don’t apply textures or effects to the Brand </li></ul><ul style="display: flex;"><li style="flex:1">Don’t change the order of the Brands </li><li style="flex:1">Don’t rotate Brand </li><li style="flex:1">Don’t change the colours of the Brand </li></ul>Brand Guidelines Copyright@2017 Brandia. All Rights Reserved. CONMEBOL SUDAMERICANA 25 3. Official Look 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 Brand Guidelines Copyright@2017 Brandia. All Rights Reserved. CONMEBOL SUDAMERICANA 26 3. Official Look CMYK application: for offline communication CMYK APPLICATION Brand Guidelines Copyright@2017 Brandia. All Rights Reserved. CONMEBOL SUDAMERICANA 27 3. Official Look 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. Brand Guidelines Copyright@2017 Brandia. All Rights Reserved. CONMEBOL SUDAMERICANA 28 3. Official Look Brand Guidelines Copyright@2017 Brandia. All Rights Reserved. CONMEBOL SUDAMERICANA 29 3. Official Look Brand Guidelines Copyright@2017 Brandia. All Rights Reserved. CONMEBOL SUDAMERICANA 30 4. Applications Players Tunnel and Pulpit of the Official Ball - Entrance of players view Brand Guidelines Copyright@2017 Brandia. All Rights Reserved. CONMEBOL SUDAMERICANA

Off Icial Brand Guidelines INDEX 2

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