Brand Standards Manualcboe.digitalfileshares.com/cboe_brand_guidelines_09-27-17.pdf · 27-09-2017 · Story Brand Message – 3-9 Identity Corporate Logo – 10-13 Cboe LiveVol Logo

Brand Standards ManualRevised September 27, 2017

StoryBrand Message – 3-9

IdentityCorporate Logo – 10-13Cboe LiveVol Logo – 14-16Cboe DataShop Logo – 17-19Cboe VEST Logo – 20-22Typography – 23-24Colors – 25

For clarification on anything in this guide or for assistance with documents you’re working on, please contact the Cboe Marketing & Communications team at [email protected].

B R A N D STA N D A R D S

3

At the core of our brand and engrained in everything we do, we are empowering potential in the marketplace.

Together, the mission and vision are Cboe’s purpose. The purpose is at the heart of everything we do.

We are driven every day to power strategies with the most innovative products, technology and solutions so we not only keep up with the market – we stay ahead of it.

We will continue to design some of the market’s most revolutionary products. Our customers inspire our talented team to continually go above and beyond, creating opportunities for investors to implement better strategies. Because in an ever-changing market, we all want to come out ahead.

Our commitment to provide the industry’s most powerful technology is driven by our dedication to improving the trading experience. We know with intuitive technology comes more tailored information and improved transparency. As a result, we can power more efficient, resilient and reliable markets.

To power your potential so we stay ahead of an evolving market.

Relentless Product Innovation

Leading-edge Technology

Essence

Mission and Vision

Our Commitments

Brand Story

Mission Vision


4

It’s our aim to offer seamless solutions to our customers who rely on us as a trusted partner and advocate. We will provide unparalleled access to global markets, offer expert thought leadership and education opportunities and inform better decisions through customized data and analytics – all to connect the global marketplace.

Cboe is one of the world’s largest exchange holding companies, and through innovative products, technology and solutions, we empower our customers to stay ahead of the market.

Cboe is one of the world’s largest exchange holding companies. We believe our products, technology and solutions are some of the best in the industry, and we have a global network that leverages us as a resource to attest to that.

We innovate so our customers not only keep up with the evolving market, but stay ahead.

Cboe is one of the world’s largest exchange holding companies, and we’re inspired every day to innovate some of the industry’s most powerful products, technology and solutions.

We’re the industry’s leading force driving access to global markets, a better trading experience and powerful data and analytics to inform better strategies.

We’re committed to engineering new ways to help our customers realize their potential and navigate the marketplace of tomorrow, today.

Seamless Solutions

Short Version

Medium Version

Long Version

Elevator Speech

Brand Story


5

Brand Story

We are energetic.We are not regressive or past-dwelling.

Say this: We create some of the industry’s most innovative products.Not this: We were an industry pioneer when we created the first U.S. options exchange over forty years ago.

We are intelligent.We are not arrogant or know-it-alls.

Say this: The proposition that there may be any change in rates has gone down tremendously, so a change in that attitude may result in higher equity market volatility.Not this: Obviously, we all know that there will be higher equity market volatility if there’s a change in attitude about rates fluctuating.

We are insightful.We are not pie-in-the-sky or merely theoretical.

Say this: At the Options Institute, we’ll supply you with the knowledge you need to apply and execute your strategies.Not this: You’ll learn everything you need to know to come out on top in the market at the Options Institute.

We are approachable.We are not artificial, superficial or prone to mere friendly façades.

Say this: As a partner, we can help you achieve more powerful strategies.Not this: We’ll do whatever it takes to help you achieve your goals as your trusted friend.

Brand Voice


6

Brand Story

At Cboe, we’re intelligent, insightful and approachable. We’re analytical, calculated and methodical thinkers, but sometimes it’s good to take a different approach.

Let’s call it “The Cboe Sense of Wit.” It’s our own approach to making a lasting impression on our audiences so they walk away with a sense of who we are – and like it.

Wit vs. Humor

WitMental sharpness and inventiveness expressed by keen intelligence.

HumorSpeech connecting ideas that comes across as amusing or comic.

We’re on the Side of Wit

We’re looking for smirks and nods, not knee-slappers.

We think wit makes connections not just on a personal level but also at a cognitive level. It brings an audience back down to earth and makes your language more memorable.

That’s not to say having a sense of humor is bad, but it’s important to remember that there’s a time and a place for everything.

Some Good Examples of Cboe Wit

“#OverheardatRMC When I see a trade that is being taken on by the ‘volatility tourists’ I like to be on the other side of that trade.” [Tweet Link]

“#OverheardatRMC Question: How do you get someone to take an undesired risk in the market? Answer: You pay them off.” [Tweet Link]

“Back in the day, when I was a lad in Junior High School, the Dead Kennedys remade the theme to the TV show Rawhide. The song begins, “Rollin’ rollin’ rollin’,” which is the ear worm I get when I see a trade like we had in the VIX pit today.” [Blog Link]

The Cboe Sense of Wit


7

Brand Story

What to Avoid

It’s not only us who are intelligent and insightful – so are our audiences. Let’s treat them that way.

• Recall our tone of voice: remain articulate and humble – never flippant or arrogant. • When addressing mixed audiences, make connections everyone understands. • Use wit only when appropriate – we don’t want to come off as facetious or

disingenuous. • Crass or crude language is inappropriate and, for that matter, cheap. Don’t use it in a

professional environment or when speaking about Cboe.

When It Makes Sense to Be Witty vs. Straightforward

As mentioned, there’s a time and place for everything. Sometimes it’s good to be witty; sometimes it’s better to just be straightforward. While this list isn’t exhaustive, you should use your best judgement when it comes to your communication.

The Cboe Sense of Wit

Witty Straightforward

• Engaging an audience at an event

• Networking with industry professionals

• Social media

• Blog content

• Speaking at one of our educational events (e.g., webinars, seminars, Options Institute courses)

• Internal and external emails

• Communicating project tasks and deadlines

• Speaking to the press

• Critical situations that need immediate attention

• Speaking to government or legal officials (e.g., SEC or regulatory, outside counsel)


8

Brand Story

Institutional Investors

Cboe partners with investors like you who are creative problem solvers and see things differently. We are focused on powering your potential in the marketplace.

Today, we’re making global markets more accessible than ever with a variety of asset classes you can leverage for more powerful strategies. These products are bolstered by a powerful trading experience with the industry’s most advanced technology. We’re an expert resource for education and data solutions, so you’ll never have to navigate the market alone.

We are committed and passionate about doing more so you’ll not only keep up with the market, you’ll stay ahead of it.

Employees

An innovator and leader in the industry, Cboe is a place where people like you come to grow and be challenged daily as creative problem solvers with a passion for what you do.

We stay honest to ourselves and are accountable to one another to build trust as a team.

We collaborate, learning from one another and building on our momentum as a company.

We have a competitive spirit, setting goals for self-improvement and being team players.

We deliver superior service to help each other succeed and to ensure stakeholders’ needs are not just met, but exceeded.

We are good citizens who lead by example at work, in our communities and in the marketplace.

Together, we are a dynamic team, and you are crucial to our mission of empowering potential so we stay ahead of an evolving market.

When and How


9

Brand Story

Financial Media

The new Cboe is a leader in the financial industry, known for its innovative products, game-changing technology and seamless solutions that power investors’ potential to stay ahead in the market.

We are committed to providing our customers with a diverse array of products across a variety of asset classes so they can employ better strategies.

We do this by giving them a better trading experience through powerful technology and offering seamless solutions like educational resources and custom data and analytics.

We know our customers don’t simply want to keep up in the market, they want to get ahead of it – and we’re powering their potential to do so every day.

Retail Investors

Cboe partners with investors like you who are looking to develop their trading strategies and take advantage of our innovative products and seamless solutions.

Our products help you not only achieve your goals but also develop more targeted trading strategies. Additionally, we continue to serve as an indispensable resource and advocate for you. Our educational offerings and tailored data and analytics are available so you can make better educated trade decisions.

We are committed and passionate about doing more so you’ll not only keep up with the market, you’ll stay ahead of it.

Marketplace

Cboe is a driving force for innovation in the marketplace. From innovative products to leading-edge technology to seamless solutions, it’s our goal to meet the needs of your customers.

Our game-changing products are developed through partnership with companies like you. Together, we can employ smarter strategies in an increasingly competitive landscape.

We are committed to powering you and your clients’ potential so you stay ahead of an evolving market.

When and How


10

Our logo is the foundational visual expression of who we are as a company. Every time our employees, partners, customers and investors see our distinctive name, shape and colors, they are reminded of our practical ingenuity.

This sleek wordmark is characterized by a dynamic arrow – three simple, symmetrical shapes that come together in a powerful, universal symbol of progress and momentum. Positioned high in our name, it speaks to exponential opportunities. Pulled apart, its shapes can be used flexibly to introduce or represent specific aspects of our business or our audiences. Pulled together, it tells a clear story of partnership, evoking a whole that’s much greater than the sum of its parts.

This expression is a combination of crisp typography and a distinct pop of color. Like our company, it is bold yet principled, melding the “leader” and ”challenger” roles we’ve played.

Our logo Our logo with descriptor

®®

For general usage both internally and externally.

For external corporate communications when speaking about company – investor relations, contract language, legal language, can be used outside of North America as main brand.

Corporate Logo


11

Color logo on white

The 100% white logo on black should be used when a black and white application is required.

White logo on color

Blue logo on white

White logo on dark blue

Color logo on an image

Black logo on white

Color logo on dark blue

Color Applications

The primary application of the Cboe logo is full-color on white. The logo should appear with blue type and green diamonds.

The PMS 281 blue logo on white should be used when a single PMS color application is required.

The 100% black logo on white should be used when a black and white application is required.

White logo on blackThe 100% white logo on PMS 281 blue may be used when a single PMS color application is required.

The reversed color logo should be used when there is good contrast of the diamonds against the background.

The 100% white logo should be used when the contrast of the diamonds against the background is not sufficient.

The reversed color logo on a photograph may be used. The diamonds must contrast against the background.

Corporate Logo


12

Clear Space

Minimum Size

® ®

Logo clear space is its personal space: it gives the logo some breathing room and helps it maintain its visibility. The recommended clear space surrounding the logo should always equal the height of the “b” in the Cboe logotype. This space should be clear of any content or application boundaries.

The logotype should never be used in sizes smaller than the specified measurement: .6 inches in width.

The logotype with descriptor should never be used in sizes smaller than the specified measurement: .75 inches in width.

Logo Space & Size

Corporate Logo

Logo Colors

PMS 281C100 M92 Y5 K44R0 G32 B81HEX#002051

PMS 2422C85 M0 Y100 K3R0 G168 B44HEX# 00A82D


13

Do not recreate or retype the logo or descriptor.

Do not change the colors of the diamonds and logotype.

Do not outline the logo.

Do not use change the color of the logo to a single color, unless it’s all white, black or Cboe blue.

Do not change the scale or position of the symbol relative to the logotype.

Do not tilt or rotate the logo.

Do not place the logo in a shape or container.

Do not add a drop shadow or apply any other graphic effects to the logo.

Do not place the logo on a single color, unless it’s the approved PMS 281 blue.

Do not change the color of the logotype.

Do not stretch, distort or crop the logo in any way.

Incorrect Logo Usage

Corporate Logo


14

Color logo on white

Black logo on white


White logo on black



The primary application of the Cboe LiveVol logo is full-color on white. The logo should appear with full color Cboe logo and gray logotype.

The black and gray logo on white should be used when a black and white application is required.




The 100% white logo on PMS 281 blue may be used when a single PMS color application is required.

Color Applications

LiveVol Logo


15

Clear Space

Logo Colors

Minimum SizeLogo clear space is its personal space: it gives the logo some breathing room and helps it maintain its visibility. The recommended clear space surrounding the logo should always equal the height of the “L” in the LiveVol logotype. This space should be clear of any content or application boundaries.

The logotype should never be used in sizes smaller than the specified measurement: 1 inch in width.

PMS 281C100 M92 Y5 K44R0 G32 B81HEX#002051

PMS 421C31 M24 Y26 K0R178 G179 B178HEX# b2b3b2


Logo Space & Size

LiveVol Logo


16




Do not use change the color of the logo to a single color, unless it’s all white, black or the approved colors.

Do not change the scale or position of the Cboe logo to the logotype.








LiveVol Logo


17

Color logo on white

Black logo on white


White logo on black



The primary application of the Cboe DataShop logo is full-color on white. The logo should appear with full color Cboe logo and gray logotype.

The black and gray logo on white should be used when a black and white application is required.

The reversed color logo should be used when there is good contrast of the diamonds against the background



The 100% white logo on PMS 281 blue may be used when a single PMS color application is required.

Color Applications

DataShop Logo


18

Clear Space

Logo Colors

Minimum SizeLogo clear space is its personal space: it gives the logo some breathing room and helps it maintain its visibility. The recommended clear space surrounding the logo should always equal the height of the “h” in the DataShop logotype. This space should be clear of any content or application boundaries.


PMS 281C100 M92 Y5 K44R0 G32 B81HEX#002051

PMS 421C31 M24 Y26 K0R178 G179 B178HEX# b2b3b2


Logo Space & Size

DataShop Logo


19













DataShop Logo


20

Color logo on white

Black logo on white

White logo on blue

White logo on black

White logo on an image

The primary application of the VEST logo is full-color on white. The logo should appear with blue type and yellow/orange shield.

The 100% black logo on white should be used when a black and white application is required.



The reversed logo on a photograph may be used. The diamonds must contrast against the background.

Color Applications

VEST Logo


21

Clear Space

Logo Colors Background Colors

Minimum SizeLogo clear space is its personal space: it gives the logo some breathing room and helps it maintain its visibility. The recommended clear space surrounding the logo should always equal the height of the “E” in the VEST logotype. This space should be clear of any content or application boundaries.


The above background colors are approved for background usage only. The teal color is in the extended color palette. The dark blue is not. Please note that the VEST dark blue background color and Cboe logo dark blue are different colors.

PMS 281C100 M92 Y5 K44R0 G32 B81HEX#002051

PMS 7474 C99 M37 Y44 K10 R3 G129 B144 HEX #038190

PMS 7564C0 M48 Y100 K10R223 G138 B0HEX #DF8A00


PMS 303 C100 M24 Y0 K67 R3 G55 B76 HEX #03374C

Logo Space & Size

VEST Logo


22









Do not place the logo on a single color, unless it’s the approved PMS 7474 teal.




VEST Logo


23

The typography of Cboe’s brand system convey personality in the letters and words they express. Typography for our system is contemporary and approachable, as well as versatile and practical for various uses and needs. The primary font for use is Source Sans Pro, a Google font that is highly accessible across platforms.

The primary typeface, Source Sans Pro, should be used for all text in printed materials, document and digital properties for headlines, subheadlines and body copy. The Source Sans Pro family of typeface offers a variety of weights for various uses.

Extra LightExtra Light italicLightLight ItalicRegularRegular Italic

SemiboldSemibold ItalicBoldBold ItalicBlackBlack Italic

Font Styles

Source Sans Pro

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )The quick brown fox jumps over the lazy dog.

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text

ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived

not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularized in the 1960s

with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus

PageMaker including versions of Lorem Ipsum.

Typography


24

In any cases where Source Sans Pro is not available or cannot be used, Calibri should serve as a default. Calibri is a universal font available from both Mac and PC computer systems and therefore should be a reliable backup.

LightRegularRegular ItalicBoldBold Italic

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )The quick brown fox jumps over the lazy dog.

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text

ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived

not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularized in the 1960s

with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus

PageMaker including versions of Lorem Ipsum.

Font Styles

Calibri

Typography


25

Primary Colors

Expanded Color Palette

Accent Colors

PMS 281C100 M92 Y5 K44R0 G32 B81HEX#002051

PMS 7686C100 M46 Y0 K37R0 G76 B145HEX #004C91

PMS 7465C67 M0 Y40 K0R69 G190 B166HEX #45BEA6

PMS 2935C100 M52 Y0 K25R0 G91 B191HEX #005BBF

PMS 565C14 M0 Y6 K14R153 G214 B206HEX #99D6CE

PMS 299C63 M26 Y0 K13R0 G163 B221HEX #00A3DD

PMS 360C51 M0 Y55 K22R117 G192 B69HEX #74C045

PMS 298C63 M19 Y0 K12R0 G189 B233HEX #00BDE9

PMS 358C23 M0 Y32 K13R148 G205 B139HEX #94CD8B

90%

90%

80%

80%

70%

70%

60%

60%

50%

50%

40%

40%

30%

30%

20%

20%

10%

10%


PMS 3105C42 M2 Y0 K14R86 G197 B206HEX #56C5CE

PMS 374C19 M0 Y58 K9R191 G217 B95HEX #BFD95F

PMS Process BlackC30 M20 Y20 K100R0 G0 B0HEX #000000

PMS 7446C48 M48 Y0 K0R121 G133 B192HEX #7985C0

PMS 427C0 M0 Y5 K13R209 G211 B211HEX #D1D3D3

PMS 7474C99 M37 Y44 K10R3 G129 B144HEX #038190

PMS Cool Gray 8C0 M1 Y5 K39R128 G130 B133HEX #808285

PMS 7579C0 M80 Y95 K7R226 G81 B48HEX #E25130

PMS 7724C87 M17 Y72 K3R0 G168 B139HEX #00A88B

PMS 7540C12 M6 Y3 K80R77 G77 B79HEX #4D4D4F

PMS 7564C0 M48 Y100 K10R223 G138 B0HEX #DF8A00

Color is one of the most vital ways we express our brand. Anchored by the bold, regal Cboe blue and highlighted by the vibrant green, we have developed a full color palette that carries gravitas and conveys energy.

The accent palette is for limited usage such as pie charts, bar graphs, small graphical elements and general highlight purposes.

Colors

Documents

Brand Standards Manualcboe.digitalfileshares.com/cboe_brand_guidelines_09-27-17.pdf · 27-09-2017 · Story Brand Message – 3-9 Identity Corporate Logo – 10-13 Cboe LiveVol Logo