BRAND BOOK & style guideTable of Contents / EDGE Brand Book & Style Guide Rev 4.2.18 01 About the Brand 4 Introduction & Vision Statement 5 History02 Graphic Layout 7 The EDGE Color Palette 8 The EDGE Logo 9 The EDGE Logo Colors 10 Logo Spacing 11 Logo Sizing 12 Acceptable EDGE Logo Use 13 Unacceptable EDGE Logo Use 14 The EDGE and IFC Logo Lockup 15 EDGE and IFC Logo Colors and Usage 16 EDGE and IFC Logo Spacing 17 EDGE Typography 19 EDGE Tagline 20 EDGE Triangular Pattern 24 EDGE Imagery03 Marketing Resources 27 Advertising General Print Advertising Electronic Kiosks Google Display Ads & Google AdWords 30 Banners & Backdrops Standing Banner Large Banner Repeating Pattern Backdrops 33 Booth Display 34 Brochure 36 Corporate Gifts 37 Email Campaigns Green Tips News Updates Technical Updates 38 Email Signatures EDGE Employees EDGE Experts & EDGE Auditors 40 Stationery 41 Videography 44 Demonstration Videos04 Digital & Social Media 46 Media Kit 47 Social Media 48 Website05 Corporate Communications 50 Brand Pillars 51 EDGE Standard Description 52 EDGE Boiler Plate 53 IFC Boiler Plate 54 Rules for Referencing EDGE 55 Tone 56 Donor Acknowledgment06 Certification 58 Certification Providers 59 Anatomy of a Certificate07 Sales & Promotions 61 Presentations 62 Promoting EDGE-Certified Projects2301 About the Brand / EDGE Brand Book & Style Guide Rev 4.2.18 About the Brand01 About the Brand 4 Introduction & Vision Statement 5 History401 About the Brand / EDGE Brand Book & Style Guide Rev 4.2.18 IntroductionThe EDGE Brand Book & Style Guide provides comprehensive guidance on visuals and messaging that support one of IFC’s most prominent brands. Whether the context is global or local, a large multi-national client or a small boutique advertising agency, a major media announcement or a short tweet, protocols must be followed by everyone to protect and leverage the EDGE brand.The guidelines provide directions on how to display the EDGE logo and triangular pattern that are essential to the visual foundation of EDGE. Examples are provided for a variety of mediums such as conference displays, publicity and promotional Vision StatementIFC’s EDGE seeks to mainstream resource-efficient buildings by combining speed with market intelligence, proving the business case that everyone wins financially by building green.materials, certificates and videography, to strive for a consistent, templated approach as much as possible. EDGE focuses on efficiency, so our marketing activities must mirror this as well, pulling from a stable of products rather than reinventing what has already been carefully designed and vetted.There is a wealth of resources that are touched upon in this guide to support EDGE staff, certification providers and clients in their outreach efforts. Additionally, training materials for marketing, media, and sales are carefully aligned to be...
