Panda Global Brand Book

P anda Gl ob al Logo Guidelin es

0.3 Headline Every organization has a specific visual identity, and each element of its communications contributes to the overall impression people have of it. These guidelines have been created by Chermayeff & Geismar & Haviv to help define and standardize the Panda Global visual identity. The pages that follow explain the essential elements of the identity system and demonstrate their correct use across a broad sampling of applications and media. Many of the standards depend on relative size, proportion and position. These have been developed through careful consideration of many factors, both functional and aesthetic. Adhering to the spirit of these graphic design standards will ensure continuity, a high standard of quality, and a clear, consistent visual identity for Panda Global. Introduction Panda Global Identity Guidelines I ntroduction 0.3

1.2 Symbol 1.2 Shown here is the Panda Global symbol. Geometric, modular, and charismatic, the Panda Global symbol is the face of a panda in a double-outlined hexagon, with rectangular ears that run parallel to its rectangular eyes. The symbol together with the wordmark (see next page) form the Panda Global logos. The following pages show the approved proportional relationships for the logos and guidelines for their use. Only in some instances should the symbol be used alone — for example, as a social media avatar, a favicon, or a decorative pattern. The relationship of the forms in the Panda Global symbol are carefully considered; do not attempt to redraw the symbol or change the relationship of the elements. Always use the provided artwork files. Panda Global Identity Guidelines B rand Identity Elements

1.3 1.3 Wordmark Shown here is the Panda Global wordmark. The letters for the name “Panda” are a specially created wordmark. They are not a typeface and should never be recreated using fonts. The wordmark along with the Panda Global symbol (shown on page 1.2) combine to make up the Panda Global logos. The following pages show the approved relationships between symbol and wordmark that are used to create each logo. The wordmark should never appear without the symbol on any application. Panda Global Identity Guidelines Brand Identity Elements

1.4 1.4 Vertical Logo with Clear Space / Minimum Size Clear Space Minimum Size X = 1/4 of the symbol width X X X X The symbol above the wordmark of the same width combine to make the Panda Global Vertical Logo. This vertical logo is the preferred format and should be used wherever possible. Since the Panda Global logo will appear on nearly all brand communications (websites, various print and promotional media), it must therefore remain highly visible and recognizable in all instances. Wherever possible use the Panda Global logos on a black or dark background. Always use the original and approved artwork; never alter or attempt to redraw or recreate the lettering using computer fonts. Artwork with a “TM” and “®” have been provided for use with all printed materials. When using the logo for digital applications, it is not necessary to use the TM or ®. Clear Space To ensure its integrity and visibility, the logo should be kept clear from competing text, images, or graphics. The logo must be surrounded on each side by an adequate clear space. For the Vertical Logo, at minimum, the clear space is equal to 1/4 of the symbol width, as shown in the diagram. Minimum Size For the Vertical Logo, the height of the logo should never appear smaller than 40 pixels in height when used in digital formats, or .5” in height when used in print materials. Logo on dark-colored background Logo on light-colored background 40px min for digital (.5”h for print) Panda Global Identity Guidelines Brand Identity Elements

1.5 1.5 Horizontal Logo with Clear Space / Minimum Size Clear Space Minimum Size Logo on dark-colored background 20px min for digital (.3”h for print) Logo on light-colored background X X X X Panda Global Identity Guidelines B rand Identity Elements Sometimes because of limited space or layout, there might be a need for a more horizontal logo. The symbol next to the wordmark combine to make the Panda Global Horizontal Logo. Use the Vertical Logo (see page 1.4) wherever possible. Use this logo when the Vertical Logo is not appropriate to use because of space or legibility. Wherever possible use the Panda Global logos on a black or dark background. Always use the original and approved artwork; never alter or attempt to redraw or recreate the lettering using computer fonts. Artwork with a “TM” and “®” have been provided for use with all printed materials. When using the logo for digital applications, it is not necessary to use the TM or ®. Clear Space To ensure its integrity and visibility, the logo should be kept clear from competing text, images, or graphics. The logo must be surrounded on each side by an adequate clear space. For the Horizontal Logo, at minimum, the clear space is equal to 1/4 of the symbol width, as shown in the diagram. Minimum Size For the Vertical Logo, the height of the logo should never appear smaller than 20 pixels in height when used in digital formats, or .3” in height when used in print materials. X = 1/4 of the symbol width

1.6 1.6 Alternate Vertical Logo with Clear Space / Minimum Size Clear Space Minimum Size Logo on dark-colored background Logo on light-colored background 35px min for digital (.45”h for print) X X X X Panda Global Identity Guidelines B rand Identity Elements Sometimes there may be a need for a version of the vertical logo with a more prominent wordmark. The symbol with the larger wordmark below it make the Alternate Vertical Logo. Use the Vertical Logo (see page 1.4) wherever possible. Use this logo only when, because of space or legibility, neither the Vertical Logo nor the Horizontal Logo is appropriate to use. Wherever possible use the Panda Global logos on a black or dark background. Always use the original and approved artwork; never alter or attempt to redraw or recreate the lettering using computer fonts. Artwork with a “TM” and “®” have been provided for use with all printed materials. When using the logo for digital applications, it is not necessary to use the TM or ®. Clear Space To ensure its integrity and visibility, the logo should be kept clear from competing text, images, or graphics. The logo must be surrounded on each side by an adequate clear space. For the Vertical Logo, at minimum, the clear space is equal to half of the symbol width, as shown in the diagram. Minimum Size For the Vertical Logo, the height of the logo should never appear smaller than 35 pixels in height when used in digital formats, or .45” in height when used in print materials. X = Half of the symbol width

1.7 1.7 Incorrect Logo Use For maximum impact and overall consistency, it is important to protect the value and integrity of the Panda Global identity by using the logo correctly. Always reproduce the logo from original artwork files, and avoid improper logo usage such as illustrated here. These examples apply to all Panda Global logos. Panda Global Identity Guidelines Brand Identity Elements Do not use unapproved effects on the logo Do not change the typeface of “Panda” Do not reposition the logo elements Do not change the size relationships of the logo elements Do not outline any area of the logo elements Do not add elements to the logo Do not use the wordmark without the symbol Do not switch the symbol colors Do not use unapproved colors Do not make the wordmark green Do not distort the logo PANDA Do not rotate the logo

1.8 1.8 Logo Color Palette Panda Global Identity Guidelines B rand Identity Elements Logo on dark-colored background Panda Green Pantone® 375C / 374U C51 M0 Y86 K0 R63 G229 B47 Hex 3FE52F Black C0 M0 Y0 K100 R0 G0 B0 Hex 000000 White C0 M0 Y0 K0 R255 G255 B255 Hex FFFFFF Logo on light-colored background Color is an essential part of the Panda Global identity system. The Panda Global colors are a specific shade of green for the symbol, and black or white for the wordmark. These colors have been carefully selected to make up the Panda Global brand identity and should be used wherever possible. When the logo appears on a black or dark-colored background, the wordmark is white. When the logo appears on a white or light-colored background, the wordmark is black. Examples of the logo color on various backgrounds are shown on page 1.11. Color Specifications Pantone® spot colors, as well as 4 / C process colors, are specified for print use. RGB and Hex specifications are for use with on-screen and web applications,and are provided for a consistent appearance across different media.

1.9 1.9 Secondary Color Palette Panda Global Identity Guidelines B rand Identity Elements Shown here is the Panda Global secondary color palette. The secondary color palette supports the Panda Global identity and can be used where appropriate for accents, highlighted information, or for graphs and charts. These secondary colors should be used sparingly relative to the Panda Global primary colors. The secondary colors are provided to allow for the flexibility required in many of Panda Global’s applications. Color Specifications Pantone® spot colors, as well as 4 / C process colors, are specified for print use. RGB and Hex specifications are for use with on-screen and web applications, and are provided for a consistent appearance across different media. Red Pantone® 032C / 032U C0 M90 Y76 K0 R255 G35 B65 Hex FF2341 Pink Pantone® 239C / 239U C10 M84 Y0 K0 R255 G70 B255 Hex FF46FF Dark Blue Pantone® 280C / 280U C100 M85 Y0 K39 R0 G0 B51 Hex 000033 Blue Pantone® 298C / 298U C65 M3 Y0 K0 R45 G168 B247 Hex 2DA8F7 Yellow Pantone® 108C / 108U C0 M2 Y99 K0 R250 G230 B31 Hex FAE61F Gray Pantone® Cool Gray 7 C /U C38 M29 Y24 K5 R148 G150 B153 Hex 949699 Orange Pantone® 151C / 151U C0 M54 Y100 K0 R249 G140 B49 Hex F98C31 Te a l Pantone® 319C / 319U C59 M0 Y26 K0 R0 G210 B201 Hex 00D2C9 Light Gray Pantone® Cool Gray 2 C /U C14 M10 Y8 K0 R209 G211 B212 Hex D1D3D4

1.10 1.10 Logo Use for Special Occasion Panda Global Identity Guidelines Br and Identity Elements The Panda Global logo should be used in its green color whenever possible. The green is an essential part of the Panda Global identity and its consistent use will help grow the brand’s recognition. However, there may be special occasions where another temporary color treatment may be appropriate. Shown here is one such example, the rainbow colors for pride replacing the Panda Global green. This should only be done on special occasions and for a temporary period of time. Also shown here is an example of how color might be used in the future to incorporate brand extensions that need to be differentiated. Logo color variations should be used on a very limited basis and must be approved by Panda Global before use. Examples of Logo Use of Special Occasion — Rainbow color E xamples of Logo Use of Special Occasion — Red

1.11 1.11 Logo Use on Color Backgrounds Shown here are examples of the approved logo color use. When placing the logo on color backgrounds, make sure that the logo has sufficient contrast with the background to ensure visibility. For maximum contrast, use the Panda Global logo on black or dark-colored backgrounds. Use the Panda Global logo with the black wordmark on white or light- colored backgrounds. Limited Color Production Use the full-color versions of the logo wherever possible. However, there may be circumstances where it is necessary to produced the logo in one color. Use Panda Global one-color version of the logo in these cases. (See two examples on bottom row.) When a one-color logo is needed, use the provided artwork for the Panda Global one-color versions of the logo. The one-color versions of the logo have been specially created. Do not try to recreate in any way. Specialty Printing For specialty printing such as foil stamping, the Panda Global logo may be reproduced in metallic silver or gold, as shown in the bottom right example. These examples apply to all of the Panda Global logos. Logo is used on black or dark-colored backgrounds Logo is used on white or light-colored backgrounds Logo is used in one-color (limited color production) Specialty printing — foil stamping

1.12 1.12 Logo Use on Photography Panda Global Identity Guidelines B rand Identity Elements Shown here are examples of the correct ways to use the Panda Global logo with photography. Because every image is different, be sure to choose an image whose colors provide strong contrast with the logo. Place the logo in an area of the image that is not visually “busy” in order for the logo to read clearly. The full-color version of the logo should be used wherever possible. For maximum contrast, use the Panda Global logo with the white wordmark on black or dark- colored backgrounds. Use the Panda Global logo with the black wordmark on white or light-colored backgrounds. Where it is necessary to produce the logo in one color — such as required in one-color printing — use an all-black or all-white version of the logo. These examples apply to all of the Panda Global logos.

1.13 1.13 Incorrect Logo Use on Color Backgrounds and Photography Panda Global Identity Guidelines B rand Identity Elements For maximum impact and overall consistency, it is important to protect the value and integrity of the Panda Global identity by using the logo correctly. Always reproduce the logo from original artwork files and avoid improper color and background usage such as illustrated here. These examples apply to all of the Panda Global logos. Do not use version with the black wordmark on dark-colored backgrounds Do not use version with the white wordmark on light-colored backgrounds Do not place on backgrounds where contrast with the logo colors is uneven Do not place on photos with insufficient contrast Do not add a box or shape around the logo Do not use the logo in one color, other than all-white or all-black Do not bleed the logo off edge(s) Do not use logo on backgrounds of similar hue or value Do not place over multiple colors Do not place on busy areas of photographs Do not make the full-color logo transparent Do not place on faces in photographs

1.17 1.17 Logo Use in Co-branding The Panda Global Logo can be used with sponsor / partner logos in either of the two configurations shown here. For all sponsor / partner lockups, the Panda Global logo should always appear above or to the left of any other logo and should be of similar visual weight. A fine line weight, as shown here, separates the two logos. Always refer to guideline specifications on pages 1.4-1.6 for clear space minimum size, and page 1.11 for use on various backgrounds. Panda Global Identity Guidelines B rand Identity Elements Line length: 150% scale of height of logo Line weight shown here: 0.5pt Line length: 125% scale of width of logo Line weight shown here: 0.5pt X X .25X .5X .25X .5X Examples of Sponsor Lockup Vertical Configuration Examples of Sponsor Lockup Horizontal Configuration X X .5x .5x .5x .5x Line length: 125% scale of height of logo Line weight shown here: 0.5pt Line length: 125% scale of height of logo Line weight shown here: 0.5pt

2.11 2.11 3D Rendering 2.11 Panda Global Identity Guidelines Pa nda Global Applications 2.11 3D Rendering 3/4 view Front view Side view Preferred 3D rendering details Example of 3D Rendering The Panda Global logo may be rendered as a three dimensional graphic. The preferred 3D rendering has the symbol and wordmark extruded as shown in the example here. The black outline is raised slightly. The face elements (eyes and nose) are raised slightly further than the plane of the black outline. Keep all dimension and lighting effects for the symbol and wordmark at a minimum. When great depth or shadows are introduced, the forms will appear distorted, especially when the logo is moving or rotating. Always maintain the minimum clear space as specified in the these guidelines. Be sure to follow the current standards for Title-safe Areas for television and video graphics.