1. Brand Guidelines 2010

2. contents
main brand elements 03
mission statement 04
tone of voice 05
logo exclusion area 06
straplines 07
use of strapline 08
minimum reproduction sizes 09
use of logo on backgrounds 10
primary colour palette 11
secondary colour palette 12
strapline typeface 13
online typeface 14
example applications 15
contacts 17
02

3. 03
the main brand elements
strapline
logo

4. 04
mission statement
The World Bank in LAC is focused on clients
and results and is a source of development solutions.
It provides cutting edge knowledge and advice
combined with innovative finance to progress
an agenda of sustained growth with opportunities
for all while contributing to expand the role
of LAC in global decision making.

5. 05
tone of voice
When communicating the
World Bank - LAC brand please take care
to be knowledgeable, confident, assertive,
well informed, expert and trustworthy.
Speak to your audience as a sibling would
to his or her sibling, not a parent to a child.

6. logo exclusion area
06

7. 07
english strapline spanish straplinePLEASE NOTE:
EVERY VARIATION OF THE
WBLAC LOGO IS AVAILABLE IN THE
FOLLOWING FILE TYPES:
CMYK
ADOBE ILLUSTRATOR EPS
RECOMMENDED FOR PRINT USE
RGB
ADOBE PHOTOSHOP JPG
RECOMMENDED FOR WEB USE

8. 08
use of strapline
use the strapline as per the supplied artwork
DO ✓ DO ✓
create your own strapline
Opportunities For All opportunidades
para todos
DO NOT ✗ DO NOT ✗

9. 09
logo minimum reproduction size = 25mm
25 mm
25 mm 25 mm 25 mm
25 mm 25 mm

10. 10
using the logo on a background
use on complex photographic backgrounds use on dark mono backgrounds
use on bright primary colours
use on light mono backgrounds
use on confusing patterns or shapes
DO NOT ✗ DO NOT ✗
use on approved colours
DO ✓
DO ✓
DO NOT ✗ DO NOT ✗

11. 11
approved brand colour palettes
primary colour palette
black white blue
C 0
M 0
Y 0
K 100
R 0
G 0
B 0
C 0
M 0
Y 0
K 0
R 100
G 100
B 100
C 70
M 40
Y 20
K 0
R 31
G 44
B 58

12. 12
approved brand colour palettes
secondary colour palette
lavenderaqua orange
C 20
M 40
Y 0
K 15
R 67
G 48
B 65
C 50
M 10
Y 10
K 0
R 50
G 73
B 77
C 0
M 25
Y 80
K 0
R 100
G 75
B 19

13. 13
opportunities for all
oportunidades para todos
abcdefghijklmnopqrstuv wxyz
ABCDEFGHIJKLMNOPQRSTUV WXYZ
1234567890 .,!?@£$%^&*()_+[]{}
typeface for strapline - foundry sterling medium

14. 14
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 . , ! ? @ £ $ % ^ & * ( ) _ + [ ] { }
typeface for online use - helvetica

15. 15
example applications
promoting
sustainable
growth
invitación
Lorem ipsu mf uw ebkdf dejf isern visd vie snhid siehsif von amsn vjnv.
Finsd venul fou weib kdfvn rnvi s dvi esn ipsum vhs ifvna ies nvd sivhs
ams lorem hbv. Ofesaz dolor sdvnuef uwe bk dfv dolor tempus sedit
ofefn sdvnuef uwe lorum nvie fefn sdvnuef uwe sdvnu efjn viey.
Dolor sedit veritat.
Lorem ipsu mf uw ebkdf dejf isern visd vie snhid siehsif von amsn vjnv. Finsd venul fou weib kdfvn
rnvi s dvi esn ipsum vhs ifvna ies nvd sivhs ams lorem hbv. Ofesaz dolor sdvnuef uwe bk dfv dolor.

16. 16
example applications
m a r ke t re p o r t
a p r i l 2 0 0 9
mexico
investment
guide

17. 17
contacts for acquiring brand assets
For electronic copies of any file contained within
these brand guidelines, please contact:
Graham Lewis - Creative Director,
GREEN, The Pyramid, Jubilee Yard,
31 Queen Elizabeth Street,
London SE1 2LP
United Kingdom
graham@green-consultancy.com
+44 (0) 20 7939 3980
Ana Elisa Luna - Senior Communications Officer
The World Bank,
Latin America and the Caribbean Region,
1818 H Street, N.W. Washington,
D.C., 20433 USA
alunabarros@worldbank.org
+1 (202) 473 2907