2GIS STYLEBOOK eninfo.2gis.ru/stylebook/2GIS_STYLEBOOK_en.pdfThe 2GIS name block features three basic colour options, and each of them is used in combination with a certain background,

STYLEBOOK

STYLEBOOK

This is an important part of 2GIS BRANDBOOK — STYLEBOOK, being a brief code of rules for the use of the corporate style elements, together with a list of styles and colours employed by the company.

The STYLEBOOK is a detailed description of brand philosophy in graphic representation; therefore, it is important to abide by the rules set forth in the corporate standards.

By distorting the adopted graphic elements, spelling of the name, colour, and other corporate style components, one will disrupt the integrity of the entire brand and ultimately bring an adverse effect upon the corporate image.

The STYLEBOOK describes the basic elements of the 2GIS corporate style and will help to prevent serious errors in the design of advertising materials and other publications.

CORPORATE STYLE ELEMENTS | STYLEBOOK

This is a new name block. It consists of two parts: corporate sign, a unique graphic representation of company name (logo). As shown in the example, all parts of the name block are positioned in a certain proportion, having a fixed arrangement with respect to one another.

Use the approved template only; do not attempt to create your own template. When used correctly, the name block has the same appearance in all types of products and produces the best effect on the clients.

ATTENTION!The name block and style components may only be used in line with the rules set out herein. IT IS PROHIBITED to deviate from these rules or make any change to the name block and/or style elements.

NAME BLOCK

The basic type of the name block comprises the sign "2" and the name "GIS" in a styled letter form.

This is the basic type of layout of the name block (1).

Any additional layouts of the name block represent a combination of trademark, name, slogan and/or web address (2-3).

It is recommended to use the entire combination of all these elements in all advertising materials: outdoor advertising, printed materials, articles, layouts in printed media, TV, signs, P.O.S. materials, and promotional and BTL actions.

It is allowable to use only a digital version of the name block.

THE CITY EXPERT

WWW.2GIS.RU


TYPES OF NAME BLOCK

Various types of the name block can be used in advertising and communication materials.

Depending on the specific features of layout and the task of the advertising message, the name block may be used jointly with the corporate slogan or corporate web address.

In most cases, a horizontal layout is the basis.

A vertical layout of the name block may be used where the basic (horizontal) layout cannot be used. However, the vertical layout shall be considered an exception and may only be used where the width of the advertising field is limited.

The proportions and arrangement of the name block are strictly fixed and may not be changed.

THE CITY EXPERT

THE CITY EXPERT

WWW.2GIS.RU

WWW.2GIS.RU


TYPES OF NAME BLOCK WITH SLOGAN AND WEB ADDRESS

The figures show the arrangement options for the slogan, web address and name block. These can be used depending on the specific features of layout and the task of advertising message.

The website address shall only be positioned either on the left or the right from the name block with the slogan.

THE CITYEXPERT WWW.2GIS.RU

THE CITYEXPERTWWW.2GIS.RU

THE CITYEXPERT

THE CITYEXPERT


TYPES OF NAME BLOCK WITH SLOGAN OR WEB ADDRESS

When the horizontal layout is used, the company website address may only be positioned either on the left or the right from the name block, depending on the arrangement of the name block in the layout.

WWW.2GIS.RU

THE CITY EXPERT

WWW.2GIS.RU

THE CITY EXPERT


COMPOSITIONAL SNAPPING IN NAME BLOCK

Horizontal and vertical snapping in the name block enables one to arrange the text, graphics, and other visual elements with respect to the 2GIS sign and logo.

The name block shall be aligned with the text or other objects where relevant.

When positioning objects in the layout, avoid any complex or bulky compositions, and endeavour to maximise free space.


MINIMUM FREE FIELD

To ensure that the name block is conspicuous and legible, it is recommended that one allow for free space around it, containing neither text nor graphics.

Figures show the minimum size of free space around the name blocks (rectangular frame enclosing the name block).

The size of such free space is to be determined as a defined percentage of the size of the name block.

This is the minimum allowable area, and it should be maximised where possible.

minimum free field

50%

50%

50%

50% 50%

minimum free field

50%

50%

50%

50% 50%


ARRANGEMENT OF NAME BLOCK

The name block shall always have a fixed position. The arrangement of the name block in the bottom right-hand corner of the medium is preferred and shall be used wherever possible.

If it is impossible to arrange the name block in the top right-hand corner of layout, it may be arranged in the top left-hand corner of the layout.

This should only be used in electronic programmes such as PowerPoint and in web designs.

IT IS PROHIBITED to arrange the name block in the bottom left-hand corner on any media.

When positioning the name block, always try to maximise the free space around it.

The amount of free space should be 60% of the size of the logo sign (circle) above and below the name block, 50% on the left (right), and 70% from the right-hand (land-hand) edge.

It is also necessary to take into account its relationship with the other elements of the layout.

70%

60%

60%

50% 50%70%

60%

60%

50% 50%

70%

60%

60%

50% 50%70%

60%

60%

50% 50%


NAME BLOCK COLOURS

The 2GIS name block features three basic colour options, and each of them is used in combination with a certain background, as shown in the figure.

Normally, the 2GIS colour name block is used against a white background. This is the basic option.

A coloured name block against a light-green background may be used, or a coloured name block against a black background may be used if the white background is unavailable.


REVERSE IMAGE

Reverse images of the logo is used where it cannot be reproduced against the white background for technological reasons (e.g., in souvenir products).

If colour printing cannot be used, use black-and-white or reverse version.


BLACK-AND-WHITE IMAGE

Black-and-white image of the logo is to be used for situations in which the logo cannot be reproduced in corporate colours due to technological reasons.

When preparing black-and-white materials, use the black logo against the white background.

In exceptional cases (where the white background is unavailable), the white logo against a black background may be used.


USE OF VARIOUS BACKGROUNDS

The figures show all the allowable colour options using various backgrounds.

Where possible, the name block should be arranged against the general white background.

White is the key colour from among the basic corporate colours of background, and it helps to identify the 2GIS brand.

A colour background for the name block shall have uniform shading and sufficient contrast so that the block can be clearly observed at all times. This rule is particularly important when a photographic background is used.


UNACCEPTABLE OPTIONS

This figure shows some samples of incorrect use of the 2GIS name block.

The name block shall always be reproduced from templates.

In no event should one change its shape, colour or arrangement of its elements with respect to one another.

The following are prohibited:

deformation (or distortion) of the logo (1)

change in the size or position of the elements (2)

use of any unauthorised colours (3)

rotation and duplication of the logo (4)

inclusion of any additional effects (5-6)

added outline (7)

use of the logo on a fractional photographic image (8)

1

2

3

4

5

6

7

8


CORPORATE COLOURS

Basic colours of 2GIS trademark are green, light blue and yellow.

Black, orange and purple are additional colours and shall not be used as either background or text.

The use of the black colour for writing the corporate logo should be avoided; it is only allowed in black-and-white publications.

Additional colours shall not dominate in advertising materials. They may only be used to display minor details and insignificant elements.

Basic

Additional


FONTS

To improve 2GIS brand recognition, the company has adopted a single basic corporate font, which is Neo Sans.

This is a modern, clear and easy-to-read font without hair-strokes.

Neo Sans features smooth, low-contrast shapes with rounded edges and a number of unique details, making this font distinctive and modern.

This font is used for all advertising and communication materials, as well as for titles on corporate websites.

Basic Font

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

0123456789!@#№$%&* () §°:; ®©

Neo Sans Cyr Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@#№$%&*:;()®©§°

Neo Sans Cyr Italic


0123456789!@#№$%&*:;()®©§°

Neo Sans Cyr Medium Regular


0123456789!@#№$%&* () §°:; ®©

Neo Sans Cyr Light Regular

Neo Sans Cyr Light Italic


0123456789!@#№$%&* () §°:; ®©


FONTS

Additional fontFont Arial is modern, standard and readily available to most personal computers.

An additional font, Arial, is used where Neo Sans cannot be used for the basic text on websites. It can also substitute for Neo Sans, if required, in the titles in articles in the directory, in e-mail messages, etc.


0123456789!@#№$%&* () §°:; ®©

Arial

Arial Italic


0123456789!@#№$%&* () §°:; ®©


0123456789!@#№$%&* () §°:; ®©

Arial Bold


Advertizing in 2GIS is a special way to promote goods and services with maximum efficiency. Using promotional booklets and texts in the business listings leads to a higher number of calls from potential clients. The effect is achieved through a combination of unique advertizing opportunities that 2GIS is offering:

ЭЛЕМЕНТЫ ФИРМЕННОГО СТИЛЯ | STYLEBOOK

ADVERTIZING IN 2GISTitles are expressed in uppercase letters with small spacing, except for subtitles, which are typed as uppercase and lowercase letters. The main particular feature of the lettering typical for 2GIS is that the titles are typed in uppercase letters.

This rule shall be used for titles in all materials.

Body text is normally typed assuming 8 to 12 words per line for easy reading, with a maximum of 64 points. No additional spaces between the letters are used in the body text.

Italics may be used in the body text to highlight certain words or phrases.

Any diversity of the density and size of the fonts used in the same text shall be minimised. Text serves to convey the author's ideas, as opposed to being mere decoration.

If an article is intended to look as an editorial, use the font of the publication in which such text is published.

LETTERING: HIERARCHY OF FONTS

Neo Sans Cyr Medium Regular — headlines, all capital letters

Neo Sans Cyr Regular —secondary headings

Neo Sans Cyr Medium Regular —subtitle, all caps

Neo Sans Cyr Regular —the main text

Neo Sans Cyr Regular —page numbers


ACTIVE FINANCIALLY RELIABLE AUDIENCE

According to recent surveys, most of 2GIS users are active people under 40 years of age, with higher education and stable financial situation. These people are active buyers themselves as well as decision-makers in their companies for selecting suppliers or partners.

POSITIVE EXPERIENCE WITH ADVERTISEMENT

In 2GIS, people see ads as additional information that helps them to make the most of the business listings. Unlike other mass media, where ads may be irritating or distract from the main contents, 2GIS lists them as additional info about a company, thus helping people to make decisions.

WIDE DISTRIBUTION

2GIS is distributed free of charge through various channels (Internet, courier delivery, installation by managers, etc.) which makes it an easily available product. Our audience is growing all the time. To date, it is in excess of 10,000,000 users.

EFFECTIVE COMBINATION OF ADVERTIZING POSITIONS

Using the 2GIS advertizing position calculator you can select a package that will help attain the objectives of your company the best way possible.

INTERSECTION

A distinctive feature of the 2GIS brand consists in intersection of silhouettes (corporate graphics).

Graphics may be used as an alternative to photographs on our images. Graphics may be used jointly with photographs in extremely rare cases.

Normally, 2GIS employs the intersection of silhouettes of the objects that are identical to one another.

New silhouettes may be generated in addition to the existing original set.

Each new silhouette shall display simple, compact, easily recognisable objects, and shall be consistent with the style and pattern of the given set.

Simple shapes are easier to perceive than complex ones. Intersections shall account for particular features (basic idea) of layout and the objectives of the advertising message.


INTERSECTIONS: PRINCIPLES

When using intersections in any materials, follow the basic rules and principles.

Ideally, only one silhouette template should be used in one piece of material.

The silhouette colour shall be consistent with the colours shown on this page.

Never use any other (or additional) colour combination.

The accompanying figure shows certain colour combinations that may be used as background colours in the materials.

Corporate graphics may go together with a slogan or typography if required by the layout tasks. In most cases, corporate graphics are used to support the basic illustration.

THE CITYEXPERT

THE CITYEXPERT

THE CITYEXPERT


INTERSECTION: UNACCEPTABLE OPTIONS

THE FOLLOWING IS PROHIBITED:

use of unauthorised colour combinations in background or silhouettes (1–2);

combinations of different silhouettes (3);

use of any effects in silhouette colouring (4);

reproduction of the silhouette in the form of an outline image (5);

use of silhouettes as part of photographic images (6);

insertion of artificial script into a silhouette or background (7);

distortion of the silhouette in any way (8);

generation of a decorative pattern in the form of a series of silhouettes (9).

1 2 3

4 5 6

7 8 9


WORDING

1. The name of the product (directory) is "2GIS." This shall be written without quotation marks and pronounced as "TwoGIS".

2. Always use the name (2GIS) without the word "directory" in mass-media publications, website texts and other messages intended for the users or a mainstream audience, examples of which include "2GIS looking for new personnel!", "2GIS releasing a new online product", "New release from 2GIS", etc.

Common mistakes include 2 GIS, 2gis, and 2 Gis.

In all official texts and mass-media publications, we use these quotation marks — « » (or " " in English texts) and the adopted fonts.

2gis2 GIS2gis

2 Gis2 Гис2 ГИС


WWW.2GIS.RU

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Documents

2GIS STYLEBOOK eninfo.2gis.ru/stylebook/2GIS_STYLEBOOK_en.pdfThe 2GIS name block features three basic colour options, and each of them is used in combination with a certain background,