GUIDELINES ON THE VISUAL REPRESENTATION OF EXPO 2017

This guide provides information on the main components of the Exhibition’s brand: vision, purpose, values and brand positioning. The guide also provides information on the visual component of the brand – logo and rules for its proper usage in designing.

1.1 Exhibition’s brand

For positioning of the brand of EXPO-2017, the following vision, purpose and values have been developed:

1.1.1 Vision

To contribute with solutions for the future energy necessary to compensate for the non-renewable energy sources as well as to combat climate change. Together, we must address the problems and solutions in the field of future energy from a global perspective.

1.1.2 Purpose

The purpose of EXPO-2017 is to create a long-standing social and economic legacy through discussions and to instill in the citizens of the world the sense of responsibility in regard to global energy challenges.

This purpose will be accomplished by promoting the theme and values of EXPO-2017 across the world and engaging participating states in development of the "Future Energy" theme.

1.1.3 Values

EXPO-2017 is promoting a set of values closely linked with the main challenges and global threats to humanity including limited energy resources, climate change, and social and economic development.

Thematic values

Thematic values of EXPO-2017 will be reflected in the Values and Principles Statement of EXPO-2017, which will be the intellectual heritage of the Exhibition. Key theme values are based on the search for the optimal energy resources amidst the sustainable development and on responding to major challenges and global threats facing humanity.

Entertainment values

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The entertainment program of EXPO-2017 will be quite saturated and will comprise a series of events that are marked by all the distinctive elements of International Expositions:

- Global significance;

- Unique experience;

- Partnership; intercultural dialogue and interaction;

- Sustainable development;

- Education + entertainment = education in the format of entertainment (edutainment)

1.1.4 Positioning

EXPO-2017 is a unique event of international importance taking place in Kazakhstan and intended for people of diverse cultures and backgrounds, which is entertaining and educational in its nature and is designed to strengthen and develop the theme of "Future Energy" in the world.

2. Visual representation of the Brand

The main visual components of the brand of EXPO-2017 are Logo and Mascots of the Exhibition.

2.1 Logo

EXPO-2017 will play a major role in shaping modern thinking in the field of efficient and clean energy.

The Logo of EXPO-2017 fully embodies that role: green brand of EXPO-2017 should maintain its own recognition in all communication systems, both internal and external.

The Logo of EXPO-2017 in Astana - "Energy of the Wind" – symbolizes the interaction of natural elements, which are framed into the most recognizable symbol of alternative energy – a wind turbine. The logo of the Exhibition was chosen by national vote in July 2013.

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There are two versions of the logo: the main version and the version that can be used in the official documentation and events. The main version is shown below:

BLUEWATEROCEANWORLD

ORANGETRIADJUSTICE

GREENECOLOGYFRESHNESSNATURE

RENEWABLE

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Figure 1 Logo’s main version

It is possible to use Logo version in the official documentation and events as shown below:

Figure 2 Version used in the official documentation and events

Logo usage rules for the main version are described below.The logo is the key visual element and this is why it is important to preserve its integrity and visibility. There are two versions of the logo – with and without the Tagline. Version without Taglines has been created for cases where "Future Energy" phrase has already been used in the heading/subheading of the advertising material.

Horizontal version of the logo is used in the limited space. (Fig 3)

The colored version of the logo should always be the first choice and whenever possible applied in colour.All other differences are related to how the background is applied and to the type of background on which the logo is to be placed. The free field is necessary to use as a guarantee of logo readability. Graphic, photographic, text or other elements cannot be placed in free field. The logo border is necessary for alignment of a logo in the model and for measurements of its sizes. For a measurement unit on thisillustration “petal” (X) height is taken. (Fig 3)

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Figure 3 Rules of complying with boundaries in applying the logo

Figure 4 The smallest possible size of the logo (version with Tagline) for print is 15 mm

Figure 5 The smallest possible size of the logo (version without Tagline) for print is 10 mm

Figure 6 The smallest possible size of the logo (horizontal version) for print is 14 mm

There are several color versions of the logo to be used in different backgrounds:On a visually cluttered or patterned background (e.g. photograph or illustration), the Logo can be shown only inside the band that is defined by their clear spaces.

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Figure 7 Rules of using the logo on a complicated backgrounds, for example, on photographs

When placing the logo on black or color backgrounds, use an all-white logo reversed out of the background color.

Figure 8 Rules of using the logo on black and color background

Using mono colored logo version when it`s not possible use colored version. For example, in the b/w newspaper, fax blank, engraving etc.

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To maintain the visibility of the logo, arrangement of its elements must be unalterable. Examples of improper usage in figure 5:

1. Slogan color conflicts with a color of the name.2. Another font is used.3. Letter and line distances of the name and slogan are changed.4. The scale of logo components are changed in disproportion.5. The logo without sign is used.6. The sign without name and slogan is used.7. Color of a logo text is changed.8. In the one-color version of a sign the incorrect sign is used.9. The contour inking of logo is used.10.The effect of the drop shadow is applied.11.The incorrect sign is used (petals are mixed in places).12.The sign is repainted in other colors.13.The logo is located on diagonal.14.Logo proportions are corrupted.15.The logo is used in view of volume object - effect 3D.16.One-color version of a logo on a white background can be only black color.17.Color logo version is applied only on a white background.18.Color logo version is used on a light photo background.19.Color logo version is used on the metallized surface (color metallic, mirror surface).

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Figure 9 Logo usage mistakes

Where co-branded (collective use of logos with one medium), the logo of the partner must always be located on the right. (Fig 10) The thickness of the line that separates logos must be equal to ½ of the thickness of the vertical mark of letter T in ASTANA. Size of Х must match the same value in the margin of the logo. Pink line must match the boundaries of the partner’s logo. Figure 10 shows co-branding of the logo with the Tagline and partner’s logo matching the proportions of the square.

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Figure 10 Co-branding with logo of the Partner

Below are the figures showing co-branding of various versions of the logo and partner’s logo of various sizes.

Figure 11 Co-branding of the logo with the Tagline and Partner’s logo matching the proportions of the horizontal rectangle

Figure 12 Co-branding of the logo without the Tagline and Partner’s logo matching the proportions of the square

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Figure 13 Co-branding of the logo without the Tagline and Partner’s logo matching the proportions of the horizontal rectangle

Figure 14 Co-branding of the logo with the Tagline and Partner’s logo matching the proportions of the vertical rectangle

Figure 15 Co-branding of the logo with the Tagline and Partner’s logo matching the proportions of the extended horizontal rectangle

Figure 16 Co-branding of the logo without the Tagline and Partner’s logo matching the proportions of the vertical rectangle

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Figure 17 Co-branding of the logo without the Tagline and Partner’s logo matching the proportions of the extended horizontal rectangle

Figure 18 Co-branding of the horizontal version of the logo with the Tagline and Partner’s logo matching the proportions of the vertical rectangle

Figure 19 Co-branding of the horizontal version of the logo with the Tagline and Partner’s logo matching the proportions of the extended horizontal rectangle

Free space must be maintained around the co-branded logo. No graphic, photo, textual or other elements of the model must project into the margin. The boundary of the logo is necessary in order to smooth out the co-branded logo in the model and to measure its dimensions. In figure 20, for a measurement unit on this illustration “petal” (X) height is taken.

Figure 20 Free space around the co-branded logo. Version with the Tagline

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Co-branded logo without the Tagline is developed in the same way (Fig 21). For a measurement unit on this illustration “petal” (X) height is taken. Values of Х in both versions are identical.

Figure 21 Free space around the co-branded logo. Version without the Tagline

Below is the illustration (Fig 22) with co-branded examples, where: 1) partner’s logo is an extended rectangle; 2) partner’s logo is a square; 3) partner’s logo is a rectangle; 4) partner’s logo is an extended rectangle.

Figure 22 Co-branding examples

Logo usage rules for the version that can be used in the official documentation and events are described below.

There are two versions of the logo – with and without the Tagline. All other differences are related to how the background is applied and to the type of background on which the logo is to be placed.

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Figure 23 Logo of EXPO-2017 (with the Tagline)

Figure 24 Logo of EXPO-2017 (without the Tagline)

Free space must be maintained around the logo. A margin must be preserved in order to make sure the logo is legible. No graphic, photo, textual or other elements of the logo must project into the margin. The boundary of the logo is necessary in order to smooth out the logo in the model and to measure its dimensions. In figure 25, ½ of the logo height (Х) is taken as a unit of measurement. ¾ of the logo height (X) is taken as a unit of measurement in figure 26.

Figure 25 Free space around the logo of EXPO-2017. Version with the Tagline

Figure 26 Free space around the logo of EXPO-2017. Version without the Tagline

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Figure 27 The smallest possible size of the logo (version with the Tagline) for print

Figure 28 Smallest possible size of the logo (version without the slogan) for print

As an exception, the narrow logo version without a sign exists. It is applied where the main logo cannot be used due to the technical reasons. For example, engraving on the narrow pen or the stamp on a pencil. Free margin around the narrow version must be at least ½ of the height but may be reduced, if needed.

Figure 29 Free space for the narrow version of the logo

There are several color versions of the logo to be used in different backgrounds:- colored version to be used in the white background (Fig 30)- single-colored version to be used in the white background where a colored version cannot be used. For example, fax blank, check, engraving, etc. (Fig 31)- single-colored version to be used in the black background. For example, black and white newspaper, engraving, etc. Single-colored version to be used in the black background is also used with the brand colors. (Fig 32 and 33)

Figure 30 Colored version for the white background

Figure 31 Single-colored version for the white background where a colored version cannot be used

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Figure 32 Single-colored version for the black background

Figure 33 Single-colored version for brand colors

Logo used in the complex background, for example, on a photograph, is shown on Figure 34.

Figure 34 Usage in the complex background

To maintain the visibility of the logo, arrangement of its elements must be unalterable. Examples of improper usage: (Fig 35)

1. Color of the Tagline does not match the color of the name.2. Another font is used.3. Letter spacing and line spacing of the name and the slogan have changed.

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4. The scale of the logo components relative to each other has changed.5. Logo has been used without the symbol.6. Symbol has been used without the name and slogan.7. Color of the textual part of the logo has changed. 8. Incorrect symbol is used in the single-color version of the symbol. 9. Looping is used for the logo. 10.Drop shadow is used.11.Incorrect symbol is used (petals are misplaced).12.The symbol is filled with wrong colors. 13.The logo is located diagonally.14.Logo proportions have been distorted. 15.Logo is used as a 3D object – 3D effect. 16.Single-color version in the white background can only be black. 17.Colored version is used only in the white background.18.Colored version is used in the light picture background. 19.Colored version is used in the background of the main color. 20.Colored version is used on the metalized surface.

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Figure 35 Mistakes in using the logo

Where co-branded (collective use of logos with one medium), the logo of the partner must always be located on the right. (Fig 36) The thickness of the line that separates logos must be equal to ½ of the thickness of the vertical mark of letter T in ASTANA. Size of Х must match the same value in the margin of the logo. Pink line must match the boundaries of the partner’s logo.

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Figure 36 shows co-branding of the logo with the Tagline and partner’s logo matching the proportions of the square.

Figure 36 Co-branding with logo of the Partner

Below are the figures showing co-branding of various versions of the logo and partner’s logo of various sizes.

Figure 37 Co-branding of the logo with the Tagline and Partner’s logo matching the proportions of the horizontal rectangle

Figure 38 Co-branding of the logo without the Tagline and Partner’s logo matching the proportions of the square

Figure 39 Co-branding of the logo without the Tagline and Partner’s logo matching the proportions of the horizontal rectangle

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Figure 40 Co-branding of the logo with the Tagline and Partner’s logo matching the proportions of the vertical rectangle

Figure 41 Co-branding of the logo with the Tagline and Partner’s logo matching the proportions of the extended horizontal rectangle

Figure 42 Co-branding of the logo without the Tagline and Partner’s logo matching the proportions of the vertical rectangle

Figure 43 Co-branding of the logo without the Tagline and Partner’s logo matching the proportions of the extended horizontal rectangle

Free space must be maintained around the co-branded logo. No graphic, photo, textual or other elements of the model must project into the margin. The boundary of the logo is necessary in order to smooth out the co-branded logo in the model and to measure its dimensions. In figure 44, ½ of the logo height (Х) is taken as a unit of measurement.

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Figure 44 Free space around the co-branded logo. Version with the Tagline

Co-branded logo without the Tagline is developed in the same way. (Fig 45) ¾ of the logo height (Х) is taken as a unit of measurement in this figure. Values of Х in both versions are identical.

Figure 45 Free space around the co-branded logo. Version without the slogan

Below is the illustration (Fig 46) with co-branded examples, where: 1) partner’s logo is an extended rectangle; 2) partner’s logo is a square; 3) partner’s logo is a rectangle; 4) partner’s logo is an extended rectangle.

Figure 46 Co-branding examples

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2.2 Mascot

The Mascots of EXPO-2017 continue the theme of the logo, which embodies the energy of sun, water and earth, together making the "Future Energy". The mascot of EXPO-2017 will not just become the symbol of the exhibition but also the symbol of the host country.

Saule, Kuat and Moldir are the true children of the Nature and conductors into the world of "Future Energy" and are the best friends expecting you at EXPO-2017.

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Saule personifies the energy of sun, which warms and lightens our planet.

Kuat symbolizes green energy: power of earth, magnificence and force of the nature.

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Moldir is the embodiment of the energy of water as the main source of life.

All the Mascots reflect the distinctive elements of the Kazakh national culture.

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