CMO Council

📋 1 Guidelines

🔗 Connections

Sector

Marketing advertising Ngo

Region

Usa

Guideline Year

2016

Language

English

Tags

Corporate

Official Websites

Brand Guidelines

2016

Brand Summary

Mission
  • To advance the role of the Chief Marketing Officer through high-level knowledge exchange, thought leadership, and personal relationship building among senior marketing and brand decision-makers. The CMO Council is an exclusive, influential peer-networking group dedicated to furthering the stature, credibility, influence, and understanding of the strategic marketing function among business executives, opinion leaders, and critical stakeholders [^1].
Core Values
  • exclusivity
  • influence
  • thought leadership
  • credibility
  • strategic marketing
  • peer networking
  • global reach
  • professional advancement
Target Audience
  • Senior marketing and brand decision-makers, authority leaders in marketing, CEOs, board members, legislators, media, analysts, and other functional specialists. Members are drawn from the upper echelons of corporate management, forming a trusted, close-knit community of peers [^2].
Personality Traits
  • bold
  • clever
  • practical
  • modern
  • sophisticated
Visual Identity Overview
  • The visual identity is clean, modern, and impactful, emphasizing clarity and professionalism. It features a bold red color palette, custom logotype, and geometric logo elements. Imagery is bold, clever, practical, and modern, with a preference for flat, minimalistic graphic illustrations and sharp, crisp photography. Typography is consistent across print, web, and office documents, and iconography is uniform in stroke weight and proportion [^3].

Categories

Brand Imagery
  • Imagery plays an important role in CMO Council brand as integral part of its own brand identity and also part of an authority leadership content CMO Council produces. This content includes programs, initiatives, and campaigns; online and live events, reports, white papers, infographics, CMO Council website, microsites, print digital publications, marketing and advertising; co-sponsored content etc. To ensure brand integrity of the CMO Council assets, it is important that the imagery can be described as • Bold: This is the marketing industry. Bold imagery captivates viewers • Clever: Clever and playful uses of imagery, whether it is a metaphor or simply a goofy character • Practical: If layering type over your imagery, Photoshop shades of light or dark to increase the contrast and readability Be subtle and elegant or else this tactic will look outdated and cheesy • Modern: Use modern and on-trend images and techniques to best represent the brand
  • Photography style for CMO Council as an organization is reflecting reflecting its values, mission, status and audience • Style: Clean and in-focus, sharp and crisp
  • • Content: Business leaders collaborating, having a dialogue or exchanging opinions Image to reflect global and diverse nature of CMO Council membership base The details of the photo such as interior, furniture, clothing. devices and electronics used -are modern and up-to-date • Composition: The powerful and interesting composition cropping and angle of the photo is dictated by the need of the creative and meda. We also like to use image composites as a powerul way to convey a message. • Effects: For certain type of collateral we allow to use such effects as color shading to allow the white text over the image
  • Graphic illustration is an effective way to visually convey business concepts and ideas otherwise impossible to illustrate with photography.
  • Graphic illustration is widely used accross such types of applications as CMO Council powerpoints, reports and infographics
  • The style of graphic illustrations we use is flat, minimalistic and concise.
  • Always include colors from CMO Councils main color palette for creating the connection with the brand.
  • Do not mix the style of imagery on your presentations. We allow 2 distinctive styles of imagery to use with our branded template flat style color illustration and photography (or photo-composites) Mixing flat illustrations with photography in one presentation is not allowed illustrative style shown on this page
  • Don t mix the style of imagery on your presentations We allow 2 distinctive styles of imagery to use with our branded template flat style color illustration and photography (or photo-composites). Mixing flat illustrations with photography in one presentation is not allowed Photography style is shown on this page
Color Palette
  • CMOC Red and CMOC Dark Grey are the main colors of the CMO COUNCIL corporate color palette.
  • Do not convert Pantone® colors to CMYK, RGB or HEX. Only use Pantone® colors when producing a 1 or 2 color print job Otherwise use CMYK colors for digital printing. To ensure quality color reproduction refer to the current edition of the Pantone® Color Guide
  • When producing designs to be viewed digitally, including websites. use RGB or HEX colors so that the colors appear properly on screen
  • Pantone® is a registered trademark of Pantone Inc.
  • CMOC Red / North America PMS 186 U or 186 C C4 M100 Y91 K1 R229 G26 B46 #e51a2e
  • CMOC Black PMS CO MO YO KO RO GO BO #000000
  • CMOC Dark Grey PMS 447 U or 447 C C67 M 63 Y62 K58 R51 G51 B51 #333333
  • CMOC Light Grey PMS Cool Gray 4 027 M21 Y22 KO R187 G187 B187 #bbbbbb
  • CMOC Medium Grey PMS 418 U or 424 C C64 M55 Y56 K31 R85 G85 B85 #555555
  • The following colors can be used to define the CMO COUNCIL regions. CMOC Red is used to represent North America
  • Follow the rules pertaining to use of Pantone®, CMYK, RGB and HEX colors outlined on the previous page.
  • CMOC Africa PMS C53 M84 Y31 K11 R127 G68 B113 #7f4471
  • CMOC Asia Pacific PMS CO M85 Y70 KO R255 G75 B51 #ff4632
  • CMOC Europe PMS C100 M96 Y26 K14 R20 G37 B113 #142571
  • CMOC India PMS CO M75 Y100 KO R249 G101 B27 #f9651b
  • CMOC Latin America PMS C0 M39 Y94 KO R255 G168 B40 #ffa828
  • CMOC Middle East PMS C100 MO Y85 KO RO G200 B115 #00c773
Typography
  • The Gotham font family is the primary font to be used for brand collateral and other print materials. Gotham Thin should be used for secondary headlines and body. Gotham Bold is to be used for all main headlines
  • Used for Heading 1 and Heading 2 Most often in CMOC Red, White, or as a watermark
  • Gotham Medium Used for Heading 3 and Heading 4 Titles Most often in CMOC Red, White, or Black.
  • Gotham Thin Used for body copy, image and chart captions in CMOC Dark Grey
  • Open Sans is the primary font family to be used on the CMO Council website The weights and sizes vary to define its uses When designing anything specific to the CMO Council brand for the website, be sure to follow these guidelines pertaining to typography.
  • Open Sans Semibold Used for headlines and buttons
  • Open Sans Regular Used for subheads and highlighted text
  • Open Sans Light Used for body copy and captions
  • For the office documents such as Microsoft Word and Powerpoints, we require usage of Calibri font to guarantee the consistency accross all systems It also provides editing accessibility for non-creative teams and individuals
  • Calibri Bold Used only for documents that will be handed off to non-creative teams to edit (ie, PowerPoint presentations)
  • Calibri Regular Used only for documents that will be handed off to non-creative teams to edit (ie, PowerPoint presentations)
  • In the rare instance that a font becomes part of a graphical illustration in a multimedia or campaign communication it may become necessary to use a font other than CMO Council main font In these cases, always ensure you are using a high quality font that complements CMO Council brand fonts
Logo Usage
  • The CMO Council logo is a vital component of the CMO Council brand identity As such it needs to be used appropriately and consistently across all printed and on-screen applications Misuse of the logo will weaken the messaging of the CMO Council In order to preserve consistency with our identity, never attempt to recreate the logo The proportions and position of the symbol to the logotype should never be altered
  • The following guidelines should be followed whenever creating original printed or on-screen pieces for the CMO COUNCIL Logotype
  • This logotype was created using a custom typeface It has been converted to outlines, so you do not need this font for reproduction Please do not try to recreate the logo
  • The bug consists of a red circle and three white letterforms inside of it It should never be altered or recreated.
  • Registered Trademark This legal superscript is an important part of the logo and should never be removed
  • A clear space is defined to maintained the signature s integrity If the minimum clear space is not applied, the signature s impact will be compromised
  • Do not allow any graphic elements, such as copy, photography or background patterns, to clutter up the clear space X Clear Space
  • The clear space is determined by the height of the C & the leading space between the two Cs Do not let other graphics or text violate this space X X CMO COUNCIL’ ’ ’ X X
Tone And Messaging
  • Misuse of the logo will weaken the messaging of the CMO Council. In order to preserve consistency with our identity, never attempt to recreate the logo. The proportions and position of the symbol to the logotype should never be altered.
Visual Style
  • The CMO Council logo is a vital component of the CMO Council brand identity As such it needs to be used appropriately and consistently across all printed and on-screen applications Misuse of the logo will weaken the messaging of the CMO Council In order to preserve consistency with our identity, never attempt to recreate the logo The proportions and position of the symbol to the logotype should never be altered
  • This logotype was created using a custom typeface It has been converted to outlines, so you do not need this font for reproduction Please do not try to recreate the logo
  • The bug consists of a red circle and three white letterforms inside of it It should never be altered or recreated.
  • This legal superscript is an important part of the logo and should never be removed
  • A clear space is defined to maintained the signature s integrity If the minimum clear space is not applied, the signature s impact will be compromised
  • Do not allow any graphic elements, such as copy, photography or background patterns, to clutter up the clear space
  • The clear space is determined by the height of the C & the leading space between the two Cs Do not let other graphics or text violate this space
Iconography
  • Icons play a large role in the CMO Council website and authority leadership content Icons primary role is to guide a visitor or a reader through the content
  • Do not tamper with the vector files of the icons They have been designed to have equal stroke weights and be of equal proportions to one another
  • If additional icons are to be created, keep in mind the following • The size of the icon must be made equal to existing icons (compare to a similar vertical or horizontal icon in our library of CMO Council icons) • The icons stroke must be of equal weight to the existing icons • Design balanced icon imagery that is a mixed use of positive and negative space
Layout And Composition
  • A clear space is defined to maintained the signature s integrity If the minimum clear space is not applied, the signature s impact will be compromised
  • Do not allow any graphic elements, such as copy, photography or background patterns, to clutter up the clear space
  • The clear space is determined by the height of the C & the leading space between the two Cs Do not let other graphics or text violate this space X X CMO COUNCIL’ ’ ’ X X
  • The CMO Council logo is a vital component of the CMO Council brand identity As such it needs to be used appropriately and consistently across all printed and on-screen applications Misuse of the logo will weaken the messaging of the CMO Council In order to preserve consistency with our identity, never attempt to recreate the logo The proportions and position of the symbol to the logotype should never be altered
  • The following guidelines should be followed whenever creating original printed or on-screen pieces for the CMO COUNCIL Logotype
  • This logotype was created using a custom typeface It has been converted to outlines, so you do not need this font for reproduction Please do not try to recreate the logo
  • Bug The bug consists of a red circle and three white letterforms inside of it It should never be altered or recreated. CMO COUNCIL"
  • Registered Trademark This legal superscript is an important part of the logo and should never be removed
Digital Guidelines
  • co? COUNCIL’ RGB Used for all forms of digital ans electronic media and on the web
  • When producing designs to be viewed digitally, including websites. use RGB or HEX colors so that the colors appear properly on screen
  • Open Sans is the primary font family to be used on the CMO Council website The weights and sizes vary to define its uses When designing anything specific to the CMO Council brand for the website, be sure to follow these guidelines pertaining to typography.
  • Please note websites are ever-evolving designed pieces If guidelines for a specific use are not outlined here, please refer to the existing site and creative judgment for guidance
  • Icons play a large role in the CMO Council website and authority leadership content Icons primary role is to guide a visitor or a reader through the content
  • Do not tamper with the vector files of the icons They have been designed to have equal stroke weights and be of equal proportions to one another
  • If additional icons are to be created, keep in mind the following • The size of the icon must be made equal to existing icons (compare to a similar vertical or horizontal icon in our library of CMO Council icons) • The icons stroke must be of equal weight to the existing icons • Design balanced icon imagery that is a mixed use of positive and negative space
  • The CMO Council logo is a vital component of the CMO Council brand identity As such it needs to be used appropriately and consistently across all printed and on-screen applications Misuse of the logo will weaken the messaging of the CMO Council In order to preserve consistency with our identity, never attempt to recreate the logo The proportions and position of the symbol to the logotype should never be altered
  • The following guidelines should be followed whenever creating original printed or on-screen pieces for the CMO COUNCIL Logotype
  • This logotype was created using a custom typeface It has been converted to outlines, so you do not need this font for reproduction Please do not try to recreate the logo
  • The bug consists of a red circle and three white letterforms inside of it It should never be altered or recreated.
  • Registered Trademark This legal superscript is an important part of the logo and should never be removed
  • A clear space is defined to maintained the signature s integrity If the minimum clear space is not applied, the signature s impact will be compromised
  • Do not allow any graphic elements, such as copy, photography or background patterns, to clutter up the clear space X Clear Space
  • The clear space is determined by the height of the C & the leading space between the two Cs Do not let other graphics or text violate this space X X CMO COUNCIL’ ’ ’ X X
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