BRAND

IDENTITY
STYLE GUIDE
TABLE OF
CONTENTS
CMO Council Concept 03 Imagery + Graphics 20
General
Logo Usage + Guidelines 04 Photography
Logo Graphic Illustrations
Clear Space Icons
Tagline
Color Variations Applications 25
Background Control Website
Misusage Stationary
Powerpoint Presentations
Color Palette 11 Print Advertisement +
Main Color Plette Collateral
Regional Colors
CMO Council’s Logotypes 31
Typography 13 Advisory Boards
Print CMO Council Properties
Web l
Office Replacement

Graphic Element 18
CMO Council bug
usaget

02
CMO COUNCIL
CONCEPT
The CMO Council™ is an exclusive and influential exclusive and influential peer-networking
peer-networking group of authority leaders in group of authority leaders in marketing under
marketing. The council is a valuable, strategic the direction of a rotating board of advisors
resource not only to its members, but also and an annually elected chairperson. The CMO
media, analysts, CEOs, board members, Council is an invitation-only affinity group
legislators and other functional specialists. working to further the stature, credibility,
influence and understanding of the strategic
The CMO Council is a private, non-profit marketing function among business executives,
organization dedicated to high-level knowledge opinion leaders and critical stakeholders. CMO
exchange, thought leadership and personal Council members are drawn from the upper
relationship building among senior marketing echelons of corporate management to form
and brand decision-makers. The council is a trusted, close-knit community of peers who
based in Northern California, but regional use their access, connections and expertise
chapters convene worldwide under the auspices for mutual benefit, support, referral and
of GlobalFluency. The CMO Council is an professional advancement.

CMO COUNCIL
CONCEPT 03
LOGO + USAGE
GUIDELINES
LOGO
The CMO Council logo is a vital component of Bug
the CMO Council brand identity. As such, it The bug consists of a red
needs to be used appropriately and circle and three white
consistently across all printed and on-screen letterforms inside of it. It
applications. Misuse of the logo will weaken the should never be altered
messaging of the CMO Council. In order to or recreated.
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 Registered Trademark
been converted to outlines, so This legal superscript is
you do not need this font for an important part of the
reproduction. Please do not logo and should never
try to recreate the logo. be removed.

LOGO + USAGE
GUIDELINES 05
CLEAR SPACE
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 X X
clutter up the clear space.

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 X X
text violate this space.

LOGO + USAGE
GUIDELINES 06
TAGLINE
The tagline should be used in conjunction
with the CMO Council signature whenever Tagline
possible. The font used is Univers Medium This tagline was created using
tracked. Should the signature be 3/4 of an inch Avenir Book but was converted
or smaller, use the signature without the tagline. to outline so you won’t need the
font for reproduction. It is always
This logo is distributed by Marketing Creative positioned under the logotype
Services upon request. Please do not attempt and aligned left.
to recreate this yourself.

If the logo is 3/4 of an inch tall, or smaller do not use the signature with the tagline.
Instead, use the logo without the tagline for better readability.

LOGO 07
COLOR VARIATIONS Pantone® 186
Used primarily when printed on promotional
One Color material: stationery, packaging, presentation
The preferred colors for offset printing are folders, direct mail.
Pantone® 186 C and black.

One Color Negative 4-color CMYK

The one color negative logo may be used Used primarily for desktop printing: any kind of
on dark backgrounds–100% to 60% tint and 4-color print materials.
photographic backgrounds that create enough
contrast for the logo to stand out.

Black and White

The black and white logo may be used only RGB
positive and never reverse. The logo should not Used for all forms of digital ans electronic
appear in a screen tint of black. media and on the web.

Do not use the black and white logo for any

print jobs where color is available.
1-color negative
Used primarily on dark backgrounds that
create enough contrast for logotype to stand
out (100% to 60% screen tint).

1-color positive
Used primarily for limited color jobs when the
full color signature cannot be achieved.

Negative color
Used sparingly, should be; only for limited use
where the logo is needed in a simplified and

LOGO
subtle way.

08
BACKGROUND
CONTROL Black 30% tint or lower provides ample
readability.

The preferred background color for the

CMO Council signature is white. If using a
background color other than white, a 10-30%
tint is preferred. If the background is darker Black 50% tint - do not use tints that decrease
than 70%, use a Negative or 1-Color Negative contrast and readability
logo to increase contrast. Avoid solid color
backgrounds that wash out the logo. These
tints range between 40-60%. If the CMO
Council logo must be on a red background, be
sure to use a Negative Color logo (ref. page 15).
If red must be a background, use Negative
When placing the CMO Council logo on a Color logo signature
photographic image, the background should
always provide sufficient contrast to the
signature. Textured backgrounds should be
subdued and should never compete visually
with the signature. Never place the full color signature on red or
equivalent background.

White background
is always preferred. Photographic background should provide
sufficient contrast to the signature.

USAGE Do not use 1-color negative signature on

photographic background that does not create

GUIDELINES
enough contrast for the logo to stand out.

09
LOGO MISUSAGE
Do not use a portion of the signature. Do not
Do not alter or distort the CMO Council logo in use only the logotype or bug separately.
any of the following ways.

Do not use change colors of the bug or

signature.

Do not convert the signature to grey scale.

Do not alter or distort the signature.

Do not reposition the signature elements.

Do not enlarge or reduce a portion of the
signature.

USAGE
GUIDELINES 10
COLOR PALETTE
MAIN COLOR
PALETTE
CMOC Red and CMOC Dark Grey are the
main colors of the CMO COUNCIL corporate CMOC Red / North America CMOC Black
color palette.
PMS 186 U or 186 C PMS —
The following guidelines should be followed C4 M100 Y91 K1 C0 M0 Y0 K0
whenever creating original printed or on-screen R229 G26 B46 R0 G0 B0
pieces for the CMO Council. Do not convert #e51a2e #000000
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 CMOC Dark Grey CMOC Medium Grey
the Pantone® Color Guide.
PMS 447 U or 447 C PMS 418 U or 424 C
C67 M 63 Y62 K58 C64 M55 Y56 K31
When producing designs to be viewed digitally,
R51 G51 B51 R85 G85 B85
including websites, use RGB or HEX colors so
#333333 #555555
that the colors appear properly on screen.

Pantone® is a registered trademark of

Pantone Inc.

CMOC Light Grey

PMS Cool Gray 4
C27 M21 Y22 K0
R187 G187 B187
#bbbbbb

COLOR
PALETTE 12
REGIONAL COLORS
The following colors can be used to define the
CMO COUNCIL regions. CMOC Red is used to
represent North America.
CMOC Africa CMOC Asia Pacific
Follow the rules pertaining to use of Pantone®,
PMS PMS
CMYK, RGB and HEX colors outlined on the
C53 M84 Y31 K11 C0 M85 Y70 K0
previous page.
R127 G68 B113 R255 G75 B51
#7f4471 #ff4b32

CMOC Europe CMOC India

PMS PMS
C100 M96 Y26 K14 C0 M75 Y100 K0
R20 G37 B113 R249 G101 B27
#142571 #f9651b

CMOC Latin America CMOC Middle East

PMS PMS
C0 M39 Y94 K0 C100 M0 Y85 K0
R255 G168 B40 R0 G200 B115
#ffa828 #00c773

COLOR
PALETTE 13
TYPOGRAPHY
PRINT FONT
Abcd
ABCDEFGHIJKLMNOPQRSTUVWYXZ
Abcdefghijklmnopqrstuvwyxz
The Gotham font family is the primary font to 1234567890!@#$%^&*
be used for brand collateral and other print
Gotham Bold
materials. Gotham Thin should be used for
Used for Heading 1 and Heading 2. Most often in CMOC Red, White, or as a watermark.
secondary headlines and body. Gotham Bold
is to be used for all main headlines.

Abcd ABCDEFGHIJKLMNOPQRSTUVWYXZ
Abcdefghijklmnopqrstuvwyxz
1234567890!@#$%^&*
Gotham Medium
Used for Heading 3 and Heading 4 Titles. Most often in CMOC Red, White, or Black.

Abcd ABCDEFGHIJKLMNOPQRSTUVWYXZ
Abcdefghijklmnopqrstuvwyxz
1234567890!@#$%^&*
Gotham Thin
Used for body copy, image and chart captions in CMOC Dark Grey..

TYPOGRAPHY 15
WEB FONT
Abcd
ABCDEFGHIJKLMNOPQRSTUVWYXZ
Abcdefghijklmnopqrstuvwyxz
Open Sans is the primary font family to
1234567890!@#$%^&*
be used on the CMO Council website. The
weights and sizes vary to define its uses. Open Sans Semibold
When designing anything specific to the Used for headlines and buttons.
CMO Council brand for the website, be sure
to follow these guidelines pertaining to
typography.

Abcd
ABCDEFGHIJKLMNOPQRSTUVWYXZ
Please note: websites are ever-evolving
Abcdefghijklmnopqrstuvwyxz
designed pieces. If guidelines for a specific
1234567890!@#$%^&*
use are not outlined here, please refer to
the existing site and creative judgment Open Sans Regular
for guidance. Used for subheads and highlighted text.

Abcd
ABCDEFGHIJKLMNOPQRSTUVWYXZ
Abcdefghijklmnopqrstuvwyxz
1234567890!@#$%^&*
Open Sans Light
Used for body copy and captions.

TYPOGRAPHY 16
OFFICE DOCUMENTS
Abcd
ABCDEFGHIJKLMNOPQRSTUVWYXZ
FONT REPLACEMENT Abcdefghijklmnopqrstuvwyxz
1234567890!@#$%^&*
For the office documents such as Microsoft Calibri Bold
Word and Powerpoints, we require usage Used only for documents that will be handed off to non-creative teams to edit
of Calibri font to guarantee the consistency (i.e., PowerPoint presentations).
accross all systems. It also provides editing
accessibility for non-creative teams and
individuals.

Abcd
ABCDEFGHIJKLMNOPQRSTUVWYXZ
.
Abcdefghijklmnopqrstuvwyxz
1234567890!@#$%^&*
Calibri Regular
Used only for documents that will be handed off to non-creative teams to edit
(i.e., PowerPoint presentations).

SPECIAL CASE:
USING OTHER FONTS
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.

TYPOGRAPHY 17
GRAPHIC ELEMENT
CMO COUNCIL BUG
AS A GRAPHIC
ELEMENT
We don’t allow to use a CMO Council red bug
separately from the logo itself.

At the same time, we are using a cropped  

 

version of this graphic element on the CMO

Council stationary. This is a unique application
and is not allowed to be replicated on any
other materials.

CHIEF  MARKETING  OFFICER  COUNCIL  

1494  Hamilton  Way,  San  Jose,  CA  95125  
408.677.5300    |    www.cmocouncil.org  
1 Follow  us  on  Twitter:  @CMO_Council  

GRAPHIC
ELEMENT 19
IMAGERY +
GRAPHICS
GENERAL
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.

IMAGERY +
GRAPHICS 21
PHOTOGRAPHY
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.

IMAGERY +
GRAPHICS 22
GRAPHIC
ILLUSTRATIONS
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 Council’s main

color palette for creating the connection with
the brand.

IMAGERY+
GRAPHICS 23
ICONS
Search Calendar Blog
Icons play a large role in the CMO Council
website and authority leadership content.
Icon’s primary role is to guide a visitor or a
reader through the content.

Program Event Report Infographic

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

Expert Survey Publication
mind the following:
Views
• 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).
Press News Executive Media
• The icon’s stroke must be of equal weight Release Coverage Appointment Kit
to the existing icons.

• Design balanced icon imagery that is a

mixed use of positive and negative space.
Add Advisory Partner
Event Board Event

Dinner Webcast

IMAGERY+
Dialogue

GRAPHICS Video Series Microsite Resources

24
APPLICATIONS
CMO COUNCIL WEBSITE
CMO Council website is the main destination for the
visitors and CMO Council members to learn about
the latest in marketing through consuming its rich
thought leadership content and curated resources:
programs and initiatives, articles, webcasts, videos,
reports and whitepapers, commentaries and blogs,
facts and stats.

CMO Council premium members (CMO plus

members) are able to engage in peer-to-peer
conversations that might be also available for public
view on the site.

CMO Council’s main website has been redesigned

and relaunched in August 2016 as part of CMO
Council rebranding efforts. Website design style
reflects the main attributes of CMO Council brand -
new signature, modern, and sophisticated character,
color scheme. With the new and improved UI,
structure, content presentation and organization
along wtih a new visual design, www.cmocouncil.org
provides new level of user experience.

APPLICATIONS 26
STATIONERY
External Use
CMO COUNCIL stationery includes:

• Business Cards

• Letterhead DONOVAN NEALE-MAY

Executive Director

• Return Envelope donovan@cmocouncil.org

 
 
(650)328-4200
(650)328-5016
donovannm
Internal Use
CHIEF MARKETING OFFICER COUNCIL
1494 Hamilton Way, San Jose, CA 95125
www.cmocouncil.org

 
 

CHIEF  MARKETING  OFFICER  COUNCIL  

1494  Hamilton  Way,  San  Jose,  CA  95125  
1 408.677.5300    |    www.cmocouncil.org  
Follow  us  on  Twitter:  @CMO_Council  

CHIEF  MARKETING  OFFICER  COUNCIL  

1494  Hamilton  Way,  San  Jose,  CA  95125  
408.677.5300    |    www.cmocouncil.org  
1 Follow  us  on  Twitter:  @CMO_Council  

APPLICATIONS 27
POWER POINT
PRESENTATIONS
The standard branded CMO COUNCIL’s
PowerPoint template is not restrictive or
limiting and easy to use, while following our
branding guidelines:

• Don’t modify the fonts: we use Calibri fonts

for our template, it is available on all
computer operating systems

• Stay within CMO Council’s brand color

scheme, embedded into our template

• Use master slide layouts for consistency

• 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 -
illustrative style shown on this page.

APPLICATIONS 28
POWER POINT
PRESENTATIONS
The standard branded CMO COUNCIL’s
PowerPoint template is not restrictive or
limiting and easy to use, while following our
branding guidelines:

• Don’t modify the fonts: we use Calibri fonts

for our template, it is available on all
computer operating systems

• Stay within CMO Council’s brand color

scheme, embedded into our template

• Use master slide layouts for consistency

• 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.

APPLICATIONS 29
PRINT ADVERTISEMENT
& COLLATERAL

CHIEF MARKETING OFFICER

(CMO) COUNCIL

For more than a decade, the Chief Marketing Officer (CMO) Council has
been driving thought leadership and advocacy as a global knowledge
transfer agent for thousands of senior marketing professionals world-
wide. Our 10,500 plus members in more than 110 countries control
more than $500 billion in annual marketing spend and represent many
of the most progressive and adept multi-national brands, regional
business powerhouses, and nimble emerging growth companies in
both established and developing nations.

THE PREMIER PEER-POWERED NETWORK

FOR CHIEF MARKETERS WORLDWIDE © Copyright CMO Council. All Rights Reserved. 2016
10,500+ marketing peers | $500 billion in aggregated ad
spend accross all network organizations | 7 global regions |
120+ reports | 100+ annual events | ONE mission:
TO ADVANCE THE ROLE OF THE CHIEF MARKETING OFFICER

Exclusive content, events and networking opportunities tailored

to the CMOs of today to map the business demand tomorrow.

JOIN THE NETWORK TODAY

www.cmocouncil.org

2016 Copyright © CMO Council

APPLICATIONS 30
CMO COUNCIL
LOGOTYPES
ADVISORY
BOARD LOGOTYPES
The CMO COUNCIL ADVISORY BOARD
includes:

• Africa

• Asia Pacific

• Europe

• India

• Latin America

• Middle East

CMO COUNCIL
LOGOTYPES 32
CMO COUNCIL
PROPERTIES
CMO SUMMIT

CMO COUNCIL
LOGOTYPES 33
©2016 CMO Council 34