Campaign guidelines.

More fun in the

Campaign guidelines. More fun i n the Philippi nes
Inspired by the banig, a handwoven Philippine map used for sleeping or sitting, our logo is also
a picture-puzzle of digital pixels. It symbolizes our history and our future, our traditions and
aspirations. And just like our fiestas, it's bright and colorful.
RATIONALE COLORS
Our logo's colors are shared across our ethnic tribes.
Campaign guidelines. More fun i n the Philippi nes
Wordmark
It's more fun in the Philippines should be rendered in sentence case, minus the period.
Don't forget to use an apostrophe.
Typography
Only use Harabara (by Andre Harabara, available for download at
http: //harabara. carbonmade. com).
This font is a combination of straight lines and rounded corners that reflect the Filipino
character firm in our beliefs, cultures and traditions; friendly, warm and welcoming. We
wanted a font that was simple but compared to the other things out there, a little more fun.
PARTS
The logo is available for download at www.itsmorefuninthephilippines.com, but for informational
purposes here are its parts.
X = the width of the letter L in the wordmark Philippines
X
X
Campaign guidelines. More fun i n the Philippi nes
Registered trademark
When the icon is to the left of the wordmark or when the wordmark is used alone,
the registered trademark should follow at the upper right hand corner of the letter E
in the wordmark.
When the icon is above the wordmark or when the icon is used alone,
the registered trademark should follow at the upper right hand corner of the icon.
PARTS
Icon
- The strips should be angled at either 45 or 135 degrees.
- Each strip is .35x.
- Do not rearrange the strips.
135 DEGREES 45 DEGREES .35X
Campaign guidelines. More fun i n the Philippi nes
Stacked
- The wordmark should have the same width as the icon.
- The distance of the wordmark from the icon is 1X.
- The registered mark should be at the upper right side of the icon.
1X
.75X
ALI GNMENT
Horizontal
- The width of the icon is 8. 75x.
- The distance of the wordmark from the icon is 1x.
- The distance of "It's more fun in the" from "Philippines" is . 75x.
- The top and bottom alignment of the wordmark to the icon is 1x.
- The clear space around the logo should not be less than 3x.
CLEAR SPACE: 3X
8.75X
1X
1X
.75X
1X
Campaign guidelines. More fun i n the Philippi nes
With website
In a horizontal layout,
the website should follow 1x below the descender of the capital letter P in the wordmark.
The website should run from the leftmost end of the wordmark to the bowl of the second
letter P in the wordmark.
In a vertical layout,
the website should follow 2x below the descender of the capital letter P in the wordmark.
The website should run from end to end of the logo (excluding the registered trademark).
1X
1X
VARIATIONS
Horizontal
Use when the logo has to be on the upper left or lower left corner of the material.
Skyscraper
Use only for very narrow vertical materials.
1X
1X
Campaign guidelines. More fun i n the Philippi nes
QR code only
Can be used in place of the logo, but never together with the logo.
Graphic applications
For informal materials such as artwork and merchandising, you may opt to use the graphic
icon in place of the logo.
The graphic icon should be rendered in one of the official logo's colors.
VARIATIONS
Black and white
If the logo should be rendered in black and white, please refer to the chart for the color
equivalents of the strips.
Wordmark only
For materials other than billboards and print ads such as trade booth walls and photo op walls,
you may opt to use the wordmark without the logo.
www.itsmorefuninthephilippines.com
Campaign guidelines. More fun i n the Philippi nes
If the logo is set against a colored background, contrast should be based on opacity.
COLOR RENDITIONS
If the image is light, the wordmark should be rendered in all-blue.
If the image is dark, the wordmark should be rendered in all-white.
Campaign guidelines. More fun i n the Philippi nes
DON'TS
Distort.
Change the colors.
Change the font.
Put a stroke.
Bevel/emboss.
Put a box around.
Change the orientation.
Crop.
Use glow effects.
Put a drop shadow.
Represent in outline only.
Reconfigure, or otherwise change the proportions.
MI NI MUM SIZE
Minimum size when horizontal:
A4 and smaller 1" wide
A3 1. 5" wide
A2 2. 5" wide
A1 3. 5" wide
A0 4. 5" wide
Web 50px wide
For billboards and other sizes: maintain the same proportion/scale as in A0.
Proportions:
Minimum size when stacked:
A4 and smaller . 5" wide
A3 . 75" wide
A2 1" wide
A1 1. 5" wide
A0 2" wide
Web 20px wide
Campaign guidelines. More fun i n the Philippi nes
TRANSLATI ON
Chinese - Stacked
With English translation:
Chinese - Stacked
Without English translation:
- Width of wordmark (both English and
the local translation) should be equal to
the width of the icon.
- English translation should be below
the icon.
- Local translation, icon and English
translation should be block-aligned.
- For logos without "Philippines" in Hindu
Arabic, we use the strips to measure
distance and spacing.
- Width of wordmark should be equal to
the width of the icon.
- Wordmark should be block-aligned.
1X
1X
X
.75X
.75X
BLOCK-ALIGNED
1 STRIP
2 STRIPS
1 STRIP
TRANSLATI ON
Chinese - Horizontal
With English translation:
Without English translation:
1X
.75X
.35X
CLEAR SPACE: 3X
1X
1X
1X X
.75X
- X = "l" in Philippines
*applies for the pages to follow
- The English translation should be to the right of the icon.
- The local translation and the English translation should be block-aligned vertically.
- For logos without "Philippines" in Hindu Arabic, we use the strips in the icon to measure
distance and spacing.
3 STRI PS
3 STRI PS
3 STRI PS
1 STRI P
CLEAR SPACE: 9 STRIPS
2 STRI PS
Campaign guidelines. More fun i n the Philippi nes
TRANSLATI ON
Japanese - Stacked
With English translation:
Japanese - Stacked
Without English translation:
- Width of wordmark (both English and
the local translation) should be equal to
the width of the icon
- English translation should be below
the icon
- Local translation, icon and English
translation should be block-aligned
- For logos without "Philippines" in Hindu
Arabic, we use the strips to measure
distance and spacing
- Width of wordmark should be equal to
the width of the icon
- Wordmark should be block-aligned
1X
1X
X
.75X
.75X
BLOCK-ALIGNED
1 STRIP
2 STRIPS
1 STRIP
TRANSLATI ON
Japanese - Horizontal
With English translation:
1X
.75X
.35X CLEAR SPACE: 3X
1X
1X
1X X
.75X
- For logos without "Philippines" in Hindu Arabic, we use the strips in the icon to measure
distance and spacing.
3 STRI PS
3 STRI PS
3 STRI PS
1 STRI P
CLEAR SPACE: 9 STRIPS
2 STRI PS
Without English translation:
- X = "l" in Philippines
*applies for the pages to follow
- The English translation should be to the right of the icon.
- The local translation and the English translation should be block-aligned vertically.
Campaign guidelines. More fun i n the Philippi nes
TRANSLATI ON
Korean - Stacked
With English translation:
Korean - Stacked
Without English translation:
- Width of wordmark (both English and
the local translation) should be equal to
the width of the icon.
- English translation should be below
the icon.
- Local translation, icon and English
translation should be block-aligned.
- Width of wordmark should be equal to
the width of the icon
- Wordmark should be block-aligned
1X
1X
1X
X
X
.75X
.75X
.75X
BLOCK-ALIGNED
TRANSLATI ON
Korean - Horizontal
With English translation:
- Wordmark should be center aligned vertically with the icon.
- Wordmark should be block aligned.
1X 1X
1X 1X
1X 1X X
.75X .75X
Without English translation:
- The English translation should be to the right of the icon
- Local translation should be right aligned
.35X CLEAR SPACE: 3X
.35X
.75X
1X X
BLOCK-ALIGNED
CLEAR SPACE: 3X
Campaign guidelines. More fun i n the Philippi nes
Headline
- There should be some play to the headline.
- It should complement the image.
- Including "More fun in the Philippines, " the headline should run to two lines.
- The second line is always just the word "Philippines. "
- In some cases, exceptions may be made to extend the headline to three lines.
- The lines must always be justified.
- The wordmark should never be hyphenated.
- The typeface should never be distorted.
PARTS
Image
- The image should have been taken in the Philippines.
- It should feature a scenic view in the country, or something of our culture.
- It should be a fun, positive, high-resolution image.
- If the image is not your own, you should have permission to use it.
Campaign guidelines. More fun i n the Philippi nes
Logo:
- Use the stacked version of the logo.
- The logo should be exactly in between the 8. 75/10 and 9. 5/10 marker of the
material's width.
- The logo should be right-aligned with the headline.
- The distance of the baseline of the tagline in the logo should be the same as the logo's
distance from the material's left or right edge.
- For materials other than billboards and print ads such as trade booth walls and
photo walls, you may opt not to put the logo.
VARI ATI ONS
Horizontal
Headline:
- The headline should be exactly in between the . 5/10 and 9. 5/10 marker of the
material's width.
- The distance of the headline from the top, left and right edge of the material should all
be the same.
.5/10 9.5/10
9.5/10 8..75/10
Campaign guidelines. More fun i n the Philippi nes
Logo:
- Use the stacked version of the logo.
- The logo should be exactly in between the 18. 75/10 and 19. 5/10 marker of the
material's width.
- The logo should be placed on the opposite corner from where the headline is placed.
- The distance of the baseline of the tagline in the logo should be the same as the logo's
distance from the material's left or right edge.
- For materials other than billboards and print ads such as trade booth walls and
photo walls, you may opt not to put the logo.
VARI ATI ONS
Extreme Horizontal
Use if the layout is extremely wide, to the point of the tagline exceeding 2/3 of the
material's height.
Headline:
- The tagline should be exactly in between the . 5/20 and 1/2 marker of the material's width.
- The distance of the tagline from the top edge of the material should be equal to its
distance from the left or right edge of the material.
1/2 .5/20
18.75/20 19.5/20
Campaign guidelines. More fun i n the Philippi nes
Logo:
- Use the stacked version of the logo.
- The logo should be exactly in between
the 4. 25/5 and 4. 75/5 marker of the
material's width.
- The distance of the baseline of the tagline
in the logo should be the same as the
logo's distance from the material's left or
right edge.
- For materials other than billboards and
print ads such as trade booth walls and
photo walls, you may opt not to put
the logo.
- If the height of the material is at least 3
times the size of its width, use only the
skyscraper version of the logo on plain
background.
- If ads will follow in a series, the images may
not contain the logo as long as the last frame
includes the logo.
VARI ATI ONS
Vertical
Headline:
- The headline should be exactly in
between the . 25/5 and 4. 75 marker of
the material's width.
- The distance of the headline from the
top, left and right edge of the material
should all be the same.
.25/5 4.75/5 4.25/5
4.75/5
Campaign guidelines. More fun i n the Philippi nes
THE WEAVE
Use the same colors as the logo. Use only these colors.
Strips should be at 45 and 135 degrees. Do not rearrange them.
Do not place the Philippine map on the weave.
The weave cannot be masked, used as a mask, or placed on top of an image.
The weave may be used with or without the tagline.
The tagline may be placed anywhere on the weave.
The tagline may be of any size as long as it is not cropped in any way.
The registered mark should be used with the tagline.
For any other concerns, please contact BBDO Guerrero | Proximity.
MERCHANDISI NG
TRADE
- If used without the logo, the tagline can be rotated at 45 degrees.
- The wordmark and logo can be separated, as long as they exist on the same material.
- The weave can be used.
- Consider using the official logo's colors for chairs, tables, counters and the like.
- We encourage using the weave as a pattern for the floor. The size of the strips may be
scaled relative to the size of the booth.
- If images will be used, follow the guidelines set in Advertising Materials.