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Brand Guidelines 2010
contents
main brand elements 03
mission statement 04
tone of voice 05
logo exclusion area 06
straplines 07
use of strapline 08
minimum reproduction sizes 09
use of logo on backgrounds 10
primary colour palette 11
secondary colour palette 12
strapline typeface 13
online typeface 14
example applications 15
contacts 17
02
03
the main brand elements
strapline
logo
04
mission statement
The World Bank in LAC is focused on clientsand results and is a source of development solutions.
It provides cutting edge knowledge and advicecombined with innovative finance to progress
an agenda of sustained growth with opportunitiesfor all while contributing to expand the role
of LAC in global decision making.
05
tone of voice
When communicating theWorld Bank - LAC brand please take care
to be knowledgeable, confident, assertive,well informed, expert and trustworthy.
Speak to your audience as a sibling wouldto his or her sibling, not a parent to a child.
logo exclusion area
06
07
english strapline spanish straplinePLEASE NOTE:
EVERY VARIATION OF THE
WBLAC LOGO IS AVAILABLE IN THE
FOLLOWING FILE TYPES:
CMYK
ADOBE ILLUSTRATOR EPS
RECOMMENDED FOR PRINT USE
RGB
ADOBE PHOTOSHOP JPG
RECOMMENDED FOR WEB USE
08
use of strapline
use the strapline as per the supplied artwork
D O ✓ D O ✓
create your own strapline
Opportunities For All opportunidadespara todos
D O N OT ✗ D O N OT ✗
09
logo minimum reproduction size = 25mm
25 mm
25 mm 25 mm 25 mm
25 mm 25 mm
10
using the logo on a background
use on complex photographic backgrounds use on dark mono backgrounds
use on bright primary colours
use on light mono backgrounds
use on confusing patterns or shapes
D O N OT ✗ D O N OT ✗
use on approved colours
D O ✓
D O ✓
D O N OT ✗ D O N OT ✗
11
approved brand colour palettes
primary colour palette
black white blue
C 0M 0Y 0K 100
R 0G 0B 0
C 0M 0Y 0K 0
R 100G 100B 100
C 70M 40Y 20K 0
R 31G 44B 58
12
approved brand colour palettes
secondary colour palette
lavenderaqua orange
C 20M 40Y 0K 15
R 67G 48B 65
C 50M 10Y 10K 0
R 50G 73B 77
C 0M 25Y 80K 0
R 100G 75B 19
13
opportunities for alloportunidades para todos
a b cd e fg h i j k l m n o p q r s t u v w x y zA 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 . , ! ? @ £ $ % ^ & * ( ) _ + [ ] { }
typeface for strapline - foundry sterling medium
14
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
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 zA 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 . , ! ? @ £ $ % ^ & * ( ) _ + [ ] { }
typeface for online use - helvetica
15
example applications
promotingsustainablegrowth
invitación
Lorem ipsu mf uw ebkdf dejf isern visd vie snhid siehsif von amsn vjnv.Finsd venul fou weib kdfvn rnvi s dvi esn ipsum vhs ifvna ies nvd sivhsams lorem hbv. Ofesaz dolor sdvnuef uwe bk dfv dolor tempus seditofefn sdvnuef uwe lorum nvie fefn sdvnuef uwe sdvnu efjn viey.
Dolor sedit veritat.Lorem ipsu mf uw ebkdf dejf isern visd vie snhid siehsif von amsn vjnv. Finsd venul fou weib kdfvnrnvi s dvi esn ipsum vhs ifvna ies nvd sivhs ams lorem hbv. Ofesaz dolor sdvnuef uwe bk dfv dolor.
16
example applications
m a r k e t r e p o r ta p r i l 2 0 0 9
mexico
investmentguide
17
contacts for acquiring brand assets
For electronic copies of any file contained withinthese brand guidelines, please contact:
Graham Lewis - Creative Director,GREEN, The Pyramid, Jubilee Yard,
31 Queen Elizabeth Street,London SE1 2LPUnited Kingdom
+44 (0) 20 7939 3980
Ana Elisa Luna - Senior Communications OfficerThe World Bank,
Latin America and the Caribbean Region,1818 H Street, N.W. Washington,
D.C., 20433 USA
+1 (202) 473 2907
