1

Branding Guidelines

© CONEXPO Latin America, Inc. 2013 | 10-1657 (Rev-1) 08.2010

UNDERSTANDING THE BRANDCONEXPO Latin America

AEM sets the global standard in the organization and operation of high quality manufacturer-

led exhibitions for the industry, by the industry. These trade shows bring manufacturers and

customers together to provide the best return on investment for all participants, serve as a

gathering place for the industries, and reinvest the exhibition revenues to finance association

services and support industry causes.

Please remember that we are all stewards of our brand and it is everyone’s responsibility

to adhere to these guidelines. Sponsors, partners, co-locators, vendors, and staff should follow

them when creating, adapting or revising materials. Thank you for your cooperation

and support.

3

INTRODUCTION CONEXPO Latin America

WHY DO WE NEED BRANDING GUIDELINES?

In today’s business environment, it’s increasingly difficult for an organization to be noticed

and remembered. The clutter and volume of competing messages is overwhelming. As a result,

more businesses are developing a uniform, easily recognized “master brand” identity system

to communicate who they are to the public.

WHO SHOULD USE THIS GUIDE?

CONEXPO Latin America marketing and communications staff will use these guidelines when

designing or producing their materials, or when directing outside vendors to produce materials.

These guidelines also should be given to corporate partners or other organizations that will

produce materials with our name and logo. Staff who develop corporate sponsorships that

result in the production of promotion materials should discuss these guidelines during initial

negotiations.

HOW SHOULD THIS GUIDE BE USED?

This is a guide to the basics that must be followed in all instances. Its goal is not to limit

creativity, but to provide direction that will guide us all to produce materials with greater unity,

clarity and visual harmony. This will help us produce materials that the public recognizes as

distinctly ours, whether the items are found in print, web, direct mail, video, or at tradeshows.

WHO CAN I CONTACT WITH QUESTIONS?Nicole Hallada 414-298-4129nhallada@aem.org

4

Proportion

All reproductions of the corporate logo, in any medium, should be generated from an approved lock-up.

Clear Space

There is a specified 0.65 inches of “clear space” (also known as “the exclusion zone”) surrounding the logo that should always be incorporated when placing the logo.

CONEXPO Latin America PRIMARY LOGOLOGO PARTS

A

A

A A

A

5

Our logo serves as a “visual signature.” Because our logo is protected only through consistent,

correct application, it’s important to stick to the following standards.

CONEXPO Latin America PRIMARY LOGOUSAGE

Minimum size

For legibility, the logo should never be less than 1" wide.*

* an exception would be a business card application. Due to limited space the logo should appear at a size that works within the layout and remains legible.

One-color logo

Design, budget or print specifications frequently require the corporate logo to be printed in one color.

When reproducing a one-color corporate logo, the logomark and logotype should be at 100% Black & 50% Gray.

Another option is to use 100% white on a 100% solid background.

Resolution

For legibility, we recomend 300dpi

Do not scan, use a low resolution logo or attempt to recreate the CONEXPO Latin America logo.The logo is available in approved, reproducible formats from the AEM Marketing Department.

Approved Logo artwork can be downloaded from: www.conexpolatinamerica.com/Logos

Minimum Size - 1.0”

Minimum Size - 1.0”

6

Do not substitute colors

Do not substitute typefaces

Do not place over busy photosDo not change sizes relative to other elements

Do not use the logotype aloneDo not alter the logo configuration

Do not distort the logohorizontally or vertically

Do not combine with other graphics

Use only approved logo

X Do NotDo

CO

NEXPO - CO

N/A

GG

The configurations below are examples of the definite logo “dont’s.” Remember: Proper

and consistent logo treatment protects and strengthens our event and brand. That’s why

it’s important to use approved logo artwork only.

CONEXPO Latin America PRIMARY LOGOUNACCEPTABLE APPLICATIONS

Latin America

7

Blue

Blue

Blue

Blue

Blue

Blue

Blue

Blue

Blue

Blue

Blue

Blue

CONEXPO Latin America COLORSSPECIFICATIONS AND DISTRIBUTION

All color varies in shade and intensity due to the characteristics of the materials being used.

On all materials logo colors should be visually matched to these color swatches below.

Shades of Logo Colors

HTML 772432

Logo Colors Orange Yellow

C 00 M 75 Y 100 K 00

R 242 G 101 B 034

HTML F26522

C 00 M 30 Y 95 K 00

R 253 G 185 B 036

HTML FDB924

Blue

C 90 M 55 Y 25 K 05

R 025 G 104 B 145

HTML 196891

Orange Yellow Blue

8

MATERIALS PRODUCED BY CONEXPO Latin America“CO-LOCATED” RELATIONSHIP AND SPECIFICATIONS

While we encourage you to use the CONEXPO Latin America logo in conjunction with other

promotions, please adhere to the following guidelines.

PLACEMENT

It is preferred that the CONEXPO Latin America logo be placed in the

upper portion of the layout and the co-sponsor’s logo or signature be placed

in the lower. In these cases it’s recommended that the CONEXPO Latin

America logo be as large and prominent as possible while maintaining the

aesthetics of a well-designed publication.

SIZE

When using the CONEXPO Latin America logo and any additional logo(s)

together in layout (see example), the co-locator logo must have

prominence that is less than the prominence of the CONEXPO Latin

America logo. In no case should a co-sponsor’s or co-locator’s logo

appear larger than the CONEXPO Latin America logo.

COLOR

The CONEXPO Latin America logo should be used in a full-color format,

and never altered from its original palette. The CONEXPO Latin America

logo should not be used in a black-and-white format, unless it’s a black-

and-white publication.

A co-locator’s logo may be shown in full color only when solely supported

by the CONEXPO Latin America logo. If additional logos are needed

or added (more than 2 logo marks), it’s recommended then all co-location

logos must be either 100% white or 100% black and placed on a 50%

gray bar anchored at the bottom of the document. This way all additional

graphic support has an equal and clear understanding between each

other and the main sponsor host.

In no case should a co-sponsor’s or co-locator’s logo appear within

the CONEXPO Latin America color palette, or in any shades of the

CONEXPO Latin America color palette.

Find solutions at CONEXPO Latin America.

Lorem ipsum dolor sit amet, consectetur adipisicig elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat

anim id est laborum.”

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt. Nemo

enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem.

Ut enim ad minima veniam, quis nostrum tationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur? Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Co-located with

technology/entertainment, material handling, manufacturing/production automation and machine tools.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam.

9

MATERIALS PRODUCED BY OTHER ORGANIZATIONSRELATIONSHIP AND SPECIFICATIONS

When working with other organizations or co-sponsors to create materials, it’s important to

maintain CONEXPO Latin America graphic integrity as much as possible while also working

with your own guidelines. It is preferred for any sponsor, co-locator, or vendor to have permission

and access to use the CONEXPO Latin America logo or any likeness of our brand. Any

questions about this usage should be directed to: Nicole Hallada, 414-298-4129, nhallada@aem.org

PLACEMENT It is preferred that the CONEXPO Latin America logo be placed

as large and prominent as possible while maintaining the aesthetics

of a well-designed publication (minimum size requirement of 1.0 inch).

It is also preferred that the CONEXPO Latin America logo be used

in full color with full verbiage. Terminology and location of the logo

should communicate that you are a sponsor, vendor or co-locator

of the event, but not that the event is yours.

WRITTEN WORD It is preferred that along with CONEXPO Latin America logo usage,

that you clearly communicate that CONEXPO Latin America is the

event host in your written copy.

COLOR & ILLUSTRATIONS It is our intent that the CONEXPO Latin America orange, yellow,

and blue color palette and illustration style should be used only by

CONEXPO Latin America to promote the main event.

It is important to remember that CONEXPO Latin America should

be the most recognized master brand and to clearly communicate to

the public which event area they are at. Therefore, the CONEXPO

Latin America logo should be used in a full-color format, if possible.

In no case should a co-sponsor’s or co-locator’s logo appear within

the CONEXPO Latin America color palette, or in any shades of the

CONEXPO Latin America color palette.

10

ON-SITE SHOW MATERIALSRELATIONSHIP AND SPECIFICATIONS

MARKETING AND PROMOTIONS

It is important for attendees to understand who hosts the main event. Therefore any onsite

marketing and promotion type events (show store, opening ceremonies) need to closely follow

the previous stated guidelines.

DIRECTIONAL SIGNAGE

It is important for attendees to understand where they are. Anything onsite that relates to

directional signage such as “way” finding or bus routes, should display all show logos.