Edge

📋 1 Guidelines

🔗 Connections

Sector

Renewable energy Construction

Region

United kingdom

Guideline Year

2018

Language

English

Tags

Institut

Official Websites

Brand Guidelines

2018

Brand Summary

Mission
  • EDGE seeks to mainstream resource-efficient buildings by combining speed with market intelligence, proving the business case that everyone wins financially by building green [^1].
Core Values
  • fast
  • easy
  • free/affordable
  • smart
  • inclusive
  • innovation
  • global reach
  • respectful
  • humility
  • professionalism
  • clarity
  • consistency
  • efficiency
  • sustainability
  • collaboration
  • non-competitive nature
  • market transformation
  • measurable impact
  • credibility
  • investment focus
  • environmental responsibility
  • design excellence
  • accessibility
Target Audience
  • EDGE is a B2B organization that certifies projects for clients who market their buildings either B2B or B2C. The audience includes property developers, architects, engineers, certification providers, and clients in nearly 140 countries, ranging from large multi-national clients to small boutique agencies [^2].
Personality Traits
  • professional
  • innovative
  • efficient
  • inclusive
  • respectful
  • humble
  • authoritative
  • clear
  • consistent
  • collaborative
Visual Identity Overview
  • EDGE’s visual identity is defined by a modern, clean aesthetic with a primary color palette of blue and green, geometric triangular patterns, and a sans serif typeface (Frutiger). The logo features a stylized geometric icon and the tagline ‘Excellence In Design For Greater Efficiencies.’ Visuals emphasize urban imagery, clarity, and structure, with strict rules for logo usage, spacing, sizing, and color consistency across print and digital media [^3].

Categories

Brand Voice
  • The following describes the tone of voice to be used in all EDGE communications: EDGE is non-competitive in nature, as its intention is to help scale up green building eco-systems. EDGE is one of many certification systems, each having their own purpose and advantage within a given market. EDGE is respectful towards these other systems and approaches its role in the marketplace with humility. This is particularly important given the prominence of the World Bank Group name.
Brand Imagery
  • When choosing photographic images to represent EDGE, always keep the following in mind: • EDGE is a B2B organization that certifies projects, not companies. Our clients in turn market their buildings either B2B or B2C. For this reason, images of buildings are most relevant. • Images of buildings must be either hi-res models or actual photographs, but cannot show the building under construction. • Selected photos of buildings should show resource efficiency systems and solutions whenever possible. Avoid showing high-end luxury or swimming pools reflecting an intense consumption of resources. • Whenever possible, include photos of people using buildings, even if they are in models. As more and more buildings that have received a preliminary EDGE certificate are built and become occupied, we can begin to utilize people in images more often. • If one photo is to be used to showcase EDGE, use the “swoosh” shot, which is indicated bottom right.
  • The iconic EDGE Blue tinted skyline of Sao Paulo shown at right is the only approved blue tinted image to be used for corporate communications.
  • City-specific skylines may be used in color, and will be provided to new and existing regions who wish to utilize these assets.
  • Singular approved blue-tinted EDGE skyline image
  • Examples of region-specific color skyline images
Color Palette
  • The EDGE Logo consists of a specific set of colors, blue and green, that are specified on the right. These two colors are the Primary Color Palette of EDGE. The Secondary Color Palette can be introduced when additional colors are needed for graphics, charts and call-outs, but it must not be used without the primary colors being dominant. The EDGE Logo may not be recolored using the secondary palette.
  • Primary Color Palette EDGE Blue PANTONE® 2995C 4-Color CMYK CMYK 90% C 11% M 0% Y 0% K RGB and HEX R: 0 G: 161 B: 222 HEX: 00A1DE EDGE Green PANTONE® 360C 4-Color CMYK CMYK 58% C 0% M 80% Y 0% K RGB and HEX R: 146 G: 186 B: 93 HEX: 61C250
  • Secondary Color Palette EDGE Red PANTONE® 172C 4-Color CMYK CMYK 0% C 80% M 90% Y 0% K RGB and HEX R: 249 G: 70 B: 28 HEX: F9461C EDGE Yellow PANTONE® 1235C 4-Color CMYK CMYK 0% C 32% M 90% Y 0% K RGB and HEX R: 255 G: 182 B: 18 HEX: FFB612
  • The EDGE Logo consists of a specific set of colors, blue and green, specified at right. Included are color specifications for two and four-color printing, web and digital display. The noted colors should be used for the logo at all times.
  • The EDGE Logo is typically used over a white background and may be used reversed out of a blue background as shown.
  • Two-Color PANTONE® PANTONE® 2995C PANTONE® 360C Four-Color CMYK CMYK 90% C 11% M 0% Y 0% K CMYK 58% C 0% M 80% Y 0% K RGB and HEX R: 0 G: 161 B: 222 HEX: 00A1DE R: 146 G: 186 B: 93 HEX: 61C250
  • These are the only acceptable colors and variations unless otherwise specified in this manual.
  • If you have a special case, contact the EDGE Global Marketing Lead for authorization at rmenes@ifc.org
  • The EDGE Logo must not be used over any non-approved colored backgrounds, or photographic backgrounds that do not provide adequate contrast.
  • The EDGE Logo must never be recolored or screened back in an illegible manner that infringes on its clearspace.
  • Special effects cannot be applied to the EDGE Logo such as drop shadows, 3D effects, Photoshop beveling or embossing, posterization, distortion or recoloring that does not conform to the identity standards.
  • Do not recolor, screen back or crop the EDGE Logo improperly. Be careful that the colors remain true to the standards.
Typography
  • The primary typeface chosen to convey the EDGE identity is Frutiger, which is the preferred typeface on all EDGE materials.
  • To create a clean, cohesive appearance, the use of no more than two different typeface families in a document is recommended. This includes design elements such as callouts and photo captions.
  • This primary typeface is available in three weights: light, roman and bold. For every weight an italic version is also available.
  • Frutiger is the preferred typeface on all EDGE materials. When Frutiger is not available, the secondary typeface chosen to convey the EDGE identity is the typeface Verdana.
  • This typeface is available in two different weights: regular and bold. All the weights are available in italic.
  • It is advisable to use this font in online and electronic media. This font has been chosen as a secondary typeface because it is clearly legible, both on printed and digital materials, and because it is a default font available on most devices.
  • The “Green Buildings” portion of the tagline is set in Frutiger Light, all caps.
  • The “For A Smarter World” portion of the tagline is set in Frutiger Black, all caps. It is acceptable to set the tagline in either brand color, EDGE Green or EDGE Blue, or white when reversed out of either brand color.
  • The EDGE tagline is set left justified. When space is limited the tagline can be stacked, as demonstrated above.
  • When used as a single line of text the tagline is set in Frutiger Roman, all caps.
  • Typographic rules at standard sizes are as follows: A. Headline, Frutiger Roman, 33 pt with a 43 pt leading, set in white. B. Body Copy, Frutiger Roman, 18 pt with a 28 pt leading, set in white. C. URL, Frutiger Roman, 22 pt, set in white. D. Tagline, Frutiger Roman, 20 pt, set in white.
  • Type size: no font size smaller than 15 pt.
  • Titles:18 pt., set in EDGE Blue.
  • Headers: 14 pt., set in EDGE Blue, all upper case, and accompanied by an underline set in EDGE Green.
  • Footer: 9 pt., including IFC copyright information on the left, with the name of the document and pagination on the right, and capped by a rule set in EDGE Blue.
  • The Arial font is used for all text.
  • Name: Bold 15pt, IFC Blue
  • Title: Bold 13pt, 80% Black (Dark Gray)
  • Contact information: Regular 11pt, IFC Blue
  • Contact callouts: 11pt, EDGE Blue
Logo Usage
  • The EDGE Logo consists of a specific set of colors, blue and green, that are specified on the right. These two colors are the Primary Color Palette of EDGE. The Secondary Color Palette can be introduced when additional colors are needed for graphics, charts and call-outs, but it must not be used without the primary colors being dominant. The EDGE Logo may not be recolored using the secondary palette.
  • The EDGE Logo consists of a sans serif typeface, a stylized “d” triangular grid, and the spelled-out acronym “Excellence In Design For Greater Efficiencies.”
  • The EDGE Logo must not be redesigned in any way. It must not be distorted or modified, and it must always be shown whole and never reproduced partially.
  • The EDGE Logo consists of a specific set of colors, blue and green, specified at right. Included are color specifications for two and four-color printing, web and digital display. The noted colors should be used for the logo at all times.
  • The EDGE Logo is typically used over a white background and may be used reversed out of a blue background as shown.
  • No graphic element which is not part of the EDGE Logo may be placed in the area “x” surrounding it. This area, also called the “area of isolation,” is derived by using the EDGE Logo’s lowercase letter height “x” as a unit of measurement.
  • The grid surrounding the EDGE Logo helps to visualize the distance and spacing protecting it in a layout for print or digital media.
  • In order for the EDGE Logo to maintain its integrity and visibility, it should not be reproduced smaller than the recommended size.
  • To maintain legibility in print, the EDGE Logo should never appear smaller than 25mm wide.
  • Typical sizes for good legibilty of the EDGE Logo are shown above. The EDGE Logo can be used larger than this, keeping in mind good layout principles and use of the area of isolation grid.
  • To maintain legibility in digital media, the EDGE Logo and tagline should never be used smaller than 175 pixels wide. This includes website usage, email signatures, and online and mobile apps.
  • Care should be take with raster images and formats (JPEG, PNG, GIF) to ensure they are sized properly and do not appear blurry or pixelated when in use.
  • These are the only acceptable colors and variations unless otherwise specified in this manual.
  • If you have a special case, contact the EDGE Global Marketing Lead for authorization at rmenes@ifc.org
  • The following are examples of acceptable EDGE Logo usage in conjunction with color fields and photographic imagery.
  • This page illustrates a series of changes to the EDGE Logo which are not allowed in any way.
  • The EDGE Logo must not be distorted, and a shadow cannot be applied. Its shape must always be maintained and the ratio between elements must not be modified.
  • The EDGE Logo must not be used over any non-approved colored backgrounds, or photographic backgrounds that do not provide adequate contrast.
  • The EDGE Logo must never be recolored or screened back in an illegible manner that infringes on its clearspace.
  • Special effects cannot be applied to the EDGE Logo such as drop shadows, 3D effects, Photoshop beveling or embossing, posterization, distortion or recoloring that does not conform to the identity standards.
  • Following are unacceptable uses of the EDGE logo: • Manufacturing, selling or giving away merchandise items bearing the EDGE logo without permission from IFC. • Registering any trademark, domain name, or other name that is confusingly similar to the EDGE trademark. This includes digital channels such as Twitter and Facebook feeds.
  • Do not distort the EDGE Logo by compressing horizontally, vertically or applying a shadow.
  • Do not use the EDGE Logo on any low-contrast photographic or non-approved colored backgrounds.
  • Do not recolor, screen back or crop the EDGE Logo improperly. Be careful that the colors remain true to the standards.
Tone And Messaging
  • The following describes the tone of voice to be used in all EDGE communications: EDGE is non-competitive in nature, as its intention is to help scale up green building eco-systems. EDGE is one of many certification systems, each having their own purpose and advantage within a given market. EDGE is respectful towards these other systems and approaches its role in the marketplace with humility. This is particularly important given the prominence of the World Bank Group name.
Brand Values
  • Following are the brand attributes of EDGE: # Fast Discover the ideal bundle of measures for the best investment return within minutes. # Easy Now it’s easy to figure out which green solutions work the best for a particular climate, and how much they cost. # Free/Affordable The EDGE software is free to everyone with certification available at a modest cost. # Smart Beneath an intuitive interface is a powerful engine that understands local climatic conditions and how the building will be used by occupants. # Inclusive With EDGE, green buildings are suddenly available to all. # World Bank Group EDGE is an innovation of IFC, a member of the World Bank Group that focuses on the private sector.
Visual Style
  • The EDGE Logo consists of a specific set of colors, blue and green, that are specified on the right. These two colors are the Primary Color Palette of EDGE. The Secondary Color Palette can be introduced when additional colors are needed for graphics, charts and call-outs, but it must not be used without the primary colors being dominant. The EDGE Logo may not be recolored using the secondary palette.
  • EDGE Blue: PANTONE® 2995C, CMYK: 90% C, 11% M, 0% Y, 0% K, RGB: R: 0, G: 161, B: 222, HEX: 00A1DE
  • EDGE Green: PANTONE® 360C, CMYK: 58% C, 0% M, 80% Y, 0% K, RGB: R: 146, G: 186, B: 93, HEX: 61C250
  • EDGE Red: PANTONE® 172C, CMYK: 0% C, 80% M, 90% Y, 0% K, RGB: R: 249, G: 70, B: 28, HEX: F9461C
  • EDGE Yellow: PANTONE® 1235C, CMYK: 0% C, 32% M, 90% Y, 0% K, RGB: R: 255, G: 182, B: 18, HEX: FFB612
  • The EDGE Logo consists of a sans serif typeface, a stylized “d” triangular grid, and the spelled-out acronym “Excellence In Design For Greater Efficiencies.”
  • The EDGE Logo must not be redesigned in any way. It must not be distorted or modified, and it must always be shown whole and never reproduced partially.
  • The EDGE Logo consists of a specific set of colors, blue and green, specified at right. Included are color specifications for two and four-color printing, web and digital display. The noted colors should be used for the logo at all times.
  • The EDGE Logo is typically used over a white background and may be used reversed out of a blue background as shown.
  • In order for the EDGE Logo to be clearly legible in the context of surrounding graphics and information, the spacing rules must be followed.
  • No graphic element which is not part of the EDGE Logo may be placed in the area “x” surrounding it. This area, also called the “area of isolation,” is derived by using the EDGE Logo’s lowercase letter height “x” as a unit of measurement.
  • The grid surrounding the EDGE Logo helps to visualize the distance and spacing protecting it in a layout for print or digital media.
  • In order for the EDGE Logo to maintain its integrity and visibility, it should not be reproduced smaller than the recommended size.
  • EDGE Logo Minimum Size in Print: 25mm wide
  • To maintain legibility in print, the EDGE Logo should never appear smaller than 25mm wide.
  • EDGE Logo Typical Sizes in Print: 30mm wide, 60mm wide
  • Typical sizes for good legibilty of the EDGE Logo are shown above. The EDGE Logo can be used larger than this, keeping in mind good layout principles and use of the area of isolation grid.
  • Minimum Web/Digital Resolution: 175 pixels wide
  • To maintain legibility in digital media, the EDGE Logo and tagline should never be used smaller than 175 pixels wide. This includes website usage, email signatures, and online and mobile apps.
  • Care should be take with raster images and formats (JPEG, PNG, GIF) to ensure they are sized properly and do not appear blurry or pixelated when in use.
  • The following are examples of acceptable EDGE Logo usage in conjunction with color fields and photographic imagery. These are the only acceptable colors and variations unless otherwise specified in this manual.
  • If you have a special case, contact the EDGE Global Marketing Lead for authorization at rmenes@ifc.org
  • The EDGE Logo must not be distorted, and a shadow cannot be applied. Its shape must always be maintained and the ratio between elements must not be modified.
  • The EDGE Logo must not be used over any non-approved colored backgrounds, or photographic backgrounds that do not provide adequate contrast.
  • The EDGE Logo must never be recolored or screened back in an illegible manner that infringes on its clearspace.
  • Special effects cannot be applied to the EDGE Logo such as drop shadows, 3D effects, Photoshop beveling or embossing, posterization, distortion or recoloring that does not conform to the identity standards.
  • Following are unacceptable uses of the EDGE logo: • Manufacturing, selling or giving away merchandise items bearing the EDGE logo without permission from IFC. • Registering any trademark, domain name, or other name that is confusingly similar to the EDGE trademark. This includes digital channels such as Twitter and Facebook feeds.
  • Do not distort the EDGE Logo by compressing horizontally, vertically or applying a shadow.
  • Do not use the EDGE Logo on any low-contrast photographic or non-approved colored backgrounds.
  • Do not recolor, screen back or crop the EDGE Logo improperly. Be careful that the colors remain true to the standards.
  • The EDGE and IFC Logo lockup consists of the EDGE Logo and the IFC Logo to be used together in a specifed manner. The pairing should only be used in rare circumstances, as EDGE is a stand-alone brand. Do not lock up the EDGE Logo with the World Bank Group Logo, or feature the World Bank Group Logo on communications without the IFC Logo embedded within it.
  • The logo lockup must not be redesigned in any way. It must not be distorted or modified, and it must always be shown whole and never reproduced partially.
  • The EDGE and IFC Logo lockup consists of the EDGE Logo and the IFC Logo to be used together in a specifed manner.
  • The EDGE and IFC Logo consists of a specific set of colors. Included are color specifications for 4-color printing, web and digital display. The noted colors must be used for the logo at all times.
  • The EDGE and IFC Logo lockup is typically used over a white background and may be used reversed out of a blue background as shown.
  • In order for the EDGE and IFC Logo lockup to be clearly legible in the context of surrounding graphics and information, the spacing rules must be followed.
  • No graphic element which is not part of the EDGE and IFC Logo lockup may be placed in the “x” area surrounding it. This area, also called the “area of isolation,” is derived by using the EDGE Logo’s lowercase letter height “x” as a unit of measurement.
  • The grid surrounding the EDGE and IFC Logo lockup helps to visualize the distance and spacing surrounding it in a layout for print or digital media.
  • The primary typeface chosen to convey the EDGE identity is Frutiger, which is the preferred typeface on all EDGE materials.
  • To create a clean, cohesive appearance, the use of no more than two different typeface families in a document is recommended. This includes design elements such as callouts and photo captions.
  • This primary typeface is available in three weights: light, roman and bold. For every weight an italic version is also available.
  • Frutiger is the preferred typeface on all EDGE materials. When Frutiger is not available, the secondary typeface chosen to convey the EDGE identity is the typeface Verdana.
  • This typeface is available in two different weights: regular and bold. All the weights are available in italic.
  • It is advisable to use this font in online and electronic media. This font has been chosen as a secondary typeface because it is clearly legible, both on printed and digital materials, and because it is a default font available on most devices.
  • The “Green Buildings” portion of the tagline is set in Frutiger Light, all caps.
  • The “For A Smarter World” portion of the tagline is set in Frutiger Black, all caps. It is acceptable to set the tagline in either brand color, EDGE Green or EDGE Blue, or white when reversed out of either brand color.
  • The EDGE tagline is set left justified. When space is limited the tagline can be stacked, as demonstrated above.
  • When used as a single line of text the tagline is set in Frutiger Roman, all caps.
  • The following pages illustrate the rules that define proper use of the EDGE triangular pattern. The following four rules: Amount & Position, Orientation & Alignment, Scale & Line Weight, and Colors need to be applied consistently across an entire design whether it’s a single item or multi-page collateral.
  • The pattern must be used sparingly to reinforce the brand. It should never distract from the messaging or primary visual(s). The pattern should never occupy more than 30% of the total surface area.
  • If the triangular pattern appears in multiple places across the same surface it must remain on the same grid with uniform spacing.
  • The pattern must not be positioned over any messaging. Only the angular color fields are behind the pattern.
  • The pattern pieces must always be oriented in the same direction as they appear within the EDGE Logo.
  • The pattern must be positioned in such a way that it aligns with the color field backgrounds.
  • The size of the pattern should not be smaller than five times the pattern found in the EDGE Logo used within the same design.
  • The size of the pattern should not exceed eight times the pattern found in the EDGE Logo used within the same design.
  • The pattern’s line weight scales directly with the pattern. A 10 mm wide triangle has a line weight of 0.025 mm thick. If the pattern is doubled in size the line weight must double as well.
  • When the pattern is used over the EDGE Blue color field the line color is 40% of the EDGE Blue.
  • When the pattern is used over the EDGE Green color field the line color is 40% of the EDGE Green.
  • When the pattern is used over a white background the line color can be 40% of the EDGE Blue or 40% of the EDGE Green. The chosen color must remain consistent across the entire design.
  • Do not use 40% of the EDGE Green for the line color on an EDGE Blue background.
  • Do not mix line colors on a white background.
  • Do not use 40% of the EDGE Blue for the line color on an EDGE Green background.
  • When choosing photographic images to represent EDGE, always keep the following in mind: • EDGE is a B2B organization that certifies projects, not companies. Our clients in turn market their buildings either B2B or B2C. For this reason, images of buildings are most relevant.
  • Images of buildings must be either hi-res models or actual photographs, but cannot show the building under construction.
  • Selected photos of buildings should show resource efficiency systems and solutions whenever possible showing high-end, luxury should avoid pools reflecting an intense consumption of resources.
  • Whenever possible, include photos of people using buildings, even if they are in models. As more and more buildings that have received a preliminary EDGE certificate are built and become occupied, we can begin to utilize people in images more often.
  • The iconic EDGE Blue tinted skyline of Sao Paulo shown at right is the only approved blue tinted image to be used for corporate communications.
  • City-specific skylines may be used in color, and will be provided to new and existing regions who wish to utilize these assets.
Layout And Composition
  • No graphic element which is not part of the EDGE Logo may be placed in the area “x” surrounding it. This area, also called the “area of isolation,” is derived by using the EDGE Logo’s lowercase letter height “x” as a unit of measurement.
  • The grid surrounding the EDGE Logo helps to visualize the distance and spacing protecting it in a layout for print or digital media.
  • In order for the EDGE Logo to maintain its integrity and visibility, it should not be reproduced smaller than the recommended size.
  • To maintain legibility in print, the EDGE Logo should never appear smaller than 25mm wide.
  • Typical sizes for good legibilty of the EDGE Logo are shown above. The EDGE Logo can be used larger than this, keeping in mind good layout principles and use of the area of isolation grid.
  • To maintain legibility in digital media, the EDGE Logo and tagline should never be used smaller than 175 pixels wide. This includes website usage, email signatures, and online and mobile apps.
  • Care should be take with raster images and formats (JPEG, PNG, GIF) to ensure they are sized properly and do not appear blurry or pixelated when in use.
  • The pattern must be used sparingly to reinforce the brand. It should never distract from the messaging or primary visual(s). The pattern should never occupy more than 30% of the total surface area.
  • If the triangular pattern appears in multiple places across the same surface it must remain on the same grid with uniform spacing.
  • The pattern must not be positioned over any messaging. Only the angular color fields are behind the pattern.
  • The pattern pieces must always be oriented in the same direction as they appear within the EDGE Logo.
  • The pattern must be positioned in such a way that it aligns with the color field backgrounds.
  • The size of the pattern should not be smaller than five times the pattern found in the EDGE Logo used within the same design.
  • The size of the pattern should not exceed eight times the pattern found in the EDGE Logo used within the same design.
  • The pattern’s line weight scales directly with the pattern. A 10 mm wide triangle has a line weight of 0.025 mm thick. If the pattern is doubled in size the line weight must double as well.
  • When the pattern is used over the EDGE Blue color field the line color is 40% of the EDGE Blue.
  • When the pattern is used over the EDGE Green color field the line color is 40% of the EDGE Green.
  • When the pattern is used over a white background the line color can be 40% of the EDGE Blue or 40% of the EDGE Green. The chosen color must remain consistent across the entire design.
  • DO NOT use 40% of the EDGE Green for the line color on an EDGE Blue background.
  • DO NOT mix line colors on a white background.
  • DO NOT use 40% of the EDGE Blue for the line color on an EDGE Green background.
Co Branding
  • The EDGE and IFC Logo lockup consists of the EDGE Logo and the IFC Logo to be used together in a specifed manner. The pairing should only be used in rare circumstances, as EDGE is a stand-alone brand. Do not lock up the EDGE Logo with the World Bank Group Logo, or feature the World Bank Group Logo on communications without the IFC Logo embedded within it.
  • The logo lockup must not be redesigned in any way. It must not be distorted or modified, and it must always be shown whole and never reproduced partially.
  • The following pages will detail the use of the EDGE and IFC Logo lockup color specifications, spacing and size requirements.
  • The EDGE and IFC Logo lockup consists of the EDGE Logo and the IFC Logo to be used together in a specifed manner.
  • The EDGE and IFC Logo consists of a specific set of colors. Included are color specifications for 4-color printing, web and digital display. The noted colors must be used for the logo at all times.
  • The EDGE and IFC Logo lockup is typically used over a white background and may be used reversed out of a blue background as shown.
  • In order for the EDGE and IFC Logo lockup to be clearly legible in the context of surrounding graphics and information, the spacing rules must be followed.
  • No graphic element which is not part of the EDGE and IFC Logo lockup may be placed in the “x” area surrounding it. This area, also called the “area of isolation,” is derived by using the EDGE Logo’s lowercase letter height “x” as a unit of measurement.
  • The grid surrounding the EDGE and IFC Logo lockup helps to visualize the distance and spacing surrounding it in a layout for print or digital media.
  • Spacing and isolation on white background
  • Spacing and isolation on blue background
Digital Guidelines
  • To maintain legibility in digital media, the EDGE Logo and tagline should never be used smaller than 175 pixels wide. This includes website usage, email signatures, and online and mobile apps.
  • Care should be take with raster images and formats (JPEG, PNG, GIF) to ensure they are sized properly and do not appear blurry or pixelated when in use.
  • The EDGE website provides a seamless customer experience for clients wishing to certify their projects, architects and engineers wanting to become EDGE Experts, and other visitors who simply want to learn more about the product and program. An extensive description of IFC’s green building market transformation program can be found in the built-out About EDGE section. The website also serves as the main portal through which visitors pass to use the free EDGE App. The site has been translated from English into Spanish, Portuguese and Vietnamese, with the EDGE App also available in Bahasa and Mandarin.
  • The EDGE website serves as a reference hub for translated brochures, user guides, technical updates, and other technical documentation. Major news stories are also archived here. Project studies for certified projects each have their own webpage, and Certify pages also serve as landing pages to point digital advertising towards and to share with clients directly, providing a country-specific lens to EDGE within the context of the global brand. EDGE Champions are acknowledged on the homepage, and EDGE Leaders are acknowledged on their respective country pages. The EDGE Brand Book and Style Guide lives within the EDGE website.
  • EDGE actively participates on five social media channels. There is one EDGE feed at the global level for each channel. No country-level or special interest feeds are permitted that either outright carry the EDGE brand or hint at it through name or visual association, whether by IFC staff or external parties.
  • When EDGE Team members with marketing and communications responsibilities are granted permission to post and tweet on EDGE channels, conventions for each channel must be rigorously followed to protect the EDGE brand. For more detailed information on participating on EDGE social media channels, email the EDGE Global Marketing Lead at rmenes@ifc.org.
  • Email signatures are one of the most important digital assets of any brand, as there are more impressions than almost any other medium due to the sheer volume of communications. For this reason, it is essential that the EDGE Team is in full compliance with the email templates that are available to them.
  • Ideally, your title in your email signature should indicate your role on the EDGE Team. The website, Twitter handle, and LinkedIn profile for the brand should all appear within your signature, along with the EDGE Logo.
  • If you prefer, you may also indicate your physical address and opt for the IFC Logo over the EDGE Logo, as long as you have ample references to the EDGE brand within your signature, as demonstrated.
  • Do not add any other discretionary information or images to your email signature, so there is consistency in our communications and we provide clarity for the EDGE brand.
  • The Arial font is used for all text.
  • Name: Bold 15pt, IFC Blue
  • Title: Bold 13pt, 80% Black (Dark Gray)
  • Contact information: Regular 11pt, IFC Blue
  • Contact callouts: 11pt, EDGE Blue
  • EDGE Experts may also include reference to their accreditation within their titles, and can add the EDGE Logo below their email signatures as Shown.
  • The same holds true for EDGE Auditors.
  • The EDGE Logo consists of a specific set of colors, blue and green, that are specified on the right. These two colors are the Primary Color Palette of EDGE. The Secondary Color Palette can be introduced when additional colors are needed for graphics, charts and call-outs, but it must not be used without the primary colors being dominant. The EDGE Logo may not be recolored using the secondary palette.
  • The EDGE Logo consists of a sans serif typeface, a stylized “d” triangular grid, and the spelled-out acronym “Excellence In Design For Greater Efficiencies.”
  • The EDGE Logo must not be redesigned in any way. It must not be distorted or modified, and it must always be shown whole and never reproduced partially.
  • The EDGE Logo consists of a specific set of colors, blue and green, specified at right. Included are color specifications for two and four-color printing, web and digital display. The noted colors should be used for the logo at all times.
  • The EDGE Logo is typically used over a white background and may be used reversed out of a blue background as shown.
  • In order for the EDGE Logo to be clearly legible in the context of surrounding graphics and information, the spacing rules must be followed.
  • No graphic element which is not part of the EDGE Logo may be placed in the area “x” surrounding it. This area, also called the “area of isolation,” is derived by using the EDGE Logo’s lowercase letter height “x” as a unit of measurement.
  • The grid surrounding the EDGE Logo helps to visualize the distance and spacing protecting it in a layout for print or digital media.
  • In order for the EDGE Logo to maintain its integrity and visibility, it should not be reproduced smaller than the recommended size.
  • EDGE Logo Minimum Size in Print: 25mm wide
  • To maintain legibility in print, the EDGE Logo should never appear smaller than 25mm wide.
  • EDGE Logo Typical Sizes in Print: 30mm wide
  • Typical sizes for good legibilty of the EDGE Logo are shown above. The EDGE Logo can be used larger than this, keeping in mind good layout principles and use of the area of isolation grid.
  • The following are examples of acceptable EDGE Logo usage in conjunction with color fields and photographic imagery. These are the only acceptable colors and variations unless otherwise specified in this manual. If you have a special case, contact the EDGE Global Marketing Lead for authorization at rmenes@ifc.org
  • The EDGE Logo must not be distorted, and a shadow cannot be applied. Its shape must always be maintained and the ratio between elements must not be modified.
  • The EDGE Logo must not be used over any non-approved colored backgrounds, or photographic backgrounds that do not provide adequate contrast.
  • The EDGE Logo must never be recolored or screened back in an illegible manner that infringes on its clearspace.
  • Special effects cannot be applied to the EDGE Logo such as drop shadows, 3D effects, Photoshop beveling or embossing, posterization, distortion or recoloring that does not conform to the identity standards.
  • Following are unacceptable uses of the EDGE logo: • Manufacturing, selling or giving away merchandise items bearing the EDGE logo without permission from IFC. • Registering any trademark, domain name, or other name that is confusingly similar to the EDGE trademark. This includes digital channels such as Twitter and Facebook feeds.
  • Do not distort the EDGE Logo by compressing horizontally, vertically or applying a shadow.
  • Do not use the EDGE Logo on any low-contrast photographic or non-approved colored backgrounds.
  • Do not recolor, screen back or crop the EDGE Logo improperly. Be careful that the colors remain true to the standards.
  • The EDGE and IFC Logo lockup consists of the EDGE Logo and the IFC Logo to be used together in a specifed manner. The pairing should only be used in rare circumstances, as EDGE is a stand-alone brand. Do not lock up the EDGE Logo with the World Bank Group Logo, or feature the World Bank Group Logo on communications without the IFC Logo embedded within it.
  • The logo lockup must not be redesigned in any way. It must not be distorted or modified, and it must always be shown whole and never reproduced partially.
  • The EDGE and IFC Logo lockup consists of the EDGE Logo and the IFC Logo to be used together in a specifed manner.
  • The EDGE and IFC Logo consists of a specific set of colors. Included are color specifications for 4-color printing, web and digital display. The noted colors must be used for the logo at all times.
  • The EDGE and IFC Logo lockup is typically used over a white background and may be used reversed out of a blue background as shown.
  • In order for the EDGE and IFC Logo lockup to be clearly legible in the context of surrounding graphics and information, the spacing rules must be followed.
  • No graphic element which is not part of the EDGE and IFC Logo lockup may be placed in the “x” area surrounding it. This area, also called the “area of isolation,” is derived by using the EDGE Logo’s lowercase letter height “x” as a unit of measurement.
  • The grid surrounding the EDGE and IFC Logo lockup helps to visualize the distance and spacing surrounding it in a layout for print or digital media.
  • The primary typeface chosen to convey the EDGE identity is Frutiger, which is the preferred typeface on all EDGE materials.
  • To create a clean, cohesive appearance, the use of no more than two different typeface families in a document is recommended. This includes design elements such as callouts and photo captions.
  • This primary typeface is available in three weights: light, roman and bold. For every weight an italic version is also available.
  • Frutiger is the preferred typeface on all EDGE materials. When Frutiger is not available, the secondary typeface chosen to convey the EDGE identity is the typeface Verdana.
  • This typeface is available in two different weights: regular and bold. All the weights are available in italic.
  • It is advisable to use this font in online and electronic media. This font has been chosen as a secondary typeface because it is clearly legible, both on printed and digital materials, and because it is a default font available on most devices.
Naming Conventions
  • Registering any trademark, domain name, or other name that is confusingly similar to the EDGE trademark. This includes digital channels such as Twitter and Facebook feeds.
  • There is one EDGE feed at the global level for each channel. No country-level or special interest feeds are permitted that either outright carry the EDGE brand or hint at it through name or visual association, whether by IFC staff or external parties.
  • Note that the consortium of thinkstep-SGS must always be written in its hyphenated form, with thinkstep appearing in lower case and positioned first before SGS.
Brand Partnerships
  • The EDGE and IFC Logo lockup consists of the EDGE Logo and the IFC Logo to be used together in a specifed manner. The pairing should only be used in rare circumstances, as EDGE is a stand-alone brand. Do not lock up the EDGE Logo with the World Bank Group Logo, or feature the World Bank Group Logo on communications without the IFC Logo embedded within it.
  • The logo lockup must not be redesigned in any way. It must not be distorted or modified, and it must always be shown whole and never reproduced partially.
  • The EDGE and IFC Logo lockup consists of the EDGE Logo and the IFC Logo to be used together in a specifed manner.
  • The EDGE and IFC Logo consists of a specific set of colors. Included are color specifications for 4-color printing, web and digital display. The noted colors must be used for the logo at all times.
  • The EDGE and IFC Logo lockup is typically used over a white background and may be used reversed out of a blue background as shown.
  • In order for the EDGE and IFC Logo lockup to be clearly legible in the context of surrounding graphics and information, the spacing rules must be followed.
  • No graphic element which is not part of the EDGE and IFC Logo lockup may be placed in the “x” area surrounding it. This area, also called the “area of isolation,” is derived by using the EDGE Logo’s lowercase letter height “x” as a unit of measurement.
  • The grid surrounding the EDGE and IFC Logo lockup helps to visualize the distance and spacing surrounding it in a layout for print or digital media.
  • When EDGE Team members with marketing and communications responsibilities are granted permission to post and tweet on EDGE channels, conventions for each channel must be rigorously followed to protect the EDGE brand. For more detailed information on participating on EDGE social media channels, email the EDGE Global Marketing Lead at rmenes@ifc.org.
  • There is one EDGE feed at the global level for each channel. No country-level or special interest feeds are permitted that either outright carry the EDGE brand or hint at it through name or visual association, whether by IFC staff or external parties.
  • These backdrops can also bring attention to the relationship between EDGE and a certifier (as shown).
  • The standard repeating backdrop consists of the EDGE and IFC Logos.
Photography Style
  • When choosing photo °9r raphic • images • to represent EDGE, , always 51, keep the followir ving in mind: • EDGE is a B2B Or tion : that certifies projects, not mpanies. Our clclie ients in turn market their buildinc 9seither B2B or B2C. For this reason, .images of buildings are most relevant. • Image es o of buildings must be De either hi-res models or actual P he otograph s, b ut cannot s h ow the buildin g under construction. • Selected photos of build dings should show resource efficier ncy systems and n solutions w h enever possible showing high-a en -,luxury ®d should or swimming … avoid pools reflecting ar n intense c onsumption of resources. • Whenever possible, includ de photos of people using buildings, , even 1f u"«.they ‘are in • models. A s more and more bPUildings that have received a pre1i,eliminaryEDGE •certificate are ., built and becor tome occupied ,we can begin to utilize … people ir n i-images more often. If one photo is to be use “swoosh” shot. whie,’] [e EDGE, use the hich is indicated bottom right.
  • The iconic EDGE Blue tinted skyline of Sao Paulo shown at right is the only approved blue tinted image to be used for corporate communications.
  • City-specific skylines may be used in color, and will be provided to new and existing regions who wish to utilize these assets.
  • Singular approved blue-tinted EDGE skyline image
  • Examples of region-specific color skyline images
Social Media Guidelines
  • EDGE actively participates on five social media channels
  • There is one EDGE feed at the global level for each channel. No country-level or special interest feeds are permitted that either outright carry the EDGE brand or hint at it through name or visual association, whether by IFC staff or external parties.
  • When EDGE Team members with marketing and communications responsibilities are granted permission to post and tweet on EDGE channels, conventions for each channel must be rigorously followed to protect the EDGE brand. For more detailed information on participating on EDGE social media channels, email the EDGE Global Marketing Lead at rmenes@ifc.org.
🐛 Report