Guidelines to the use of the FEDMA Logo

The FEDMA Logo

Guidelines for Members

Introduction

The Federation of European Direct and Interactive Marketing (FEDMA) is the single authoritative voice of the direct and interactive marketing industry on the European level. It continues to raise the stature of direct and interactive marketing within the European Union, to promote the highest professional standards and to demonstrate a powerful, responsible and consistent image to business, industry organisations, EU institutions and to the public at large.

Only members of FEDMA may use the logo, designed to convey commitment and adherence

to best practice in direct and interactive marketing.

The design is easily and instantly recognisable and easy to reproduce for use on members’

promotional literature and coupons.

The following guidelines are intended to ensure consistency of use of the symbol so that it is

always distinct and legible.

General instructions for use of the FEDMA logo by members

Members may include the logo in their direct response advertising or selling communications

and in correspondence with their customers. They may use the symbol in all other advertising and promotional material and in exhibition displays if they choose.

The symbol must not be used on products or packaging, or in any way that implies

endorsement by FEDMA of any particular product.

Material for printing should be prepared using only the approved artwork for the FEDMA

symbol.

When used by members, the official colour of the symbol, as specified in the FEDMA By-Laws is black. However members are encouraged, whenever possible, to use the FEDMA corporate colour which is Pantone Blue 072 CV. Alternatively a spot cold grey may be used, e.g. Pantone Cool Grey 9, or a screened black (50-80%). The background must be plain, and light enough to give a good contrast.

The logo must always be reproduced in line. It must not be reversed out, rendered in outline

form, altered or distorted. It must never butt up to, overlap or be combined with other devices or text. The minimum recommended diameter is 12mm, and the surrounding space

must be at least half the diameter.

Use of the symbol on stationery

When applied to a member’s letterhead or any other stationery, the FEDMA logo should not

be smaller than 12mm in diameter. Artwork is available on request from the FEDMA Secretariat.

The colour should be black or Pantone Blue 072 CV unless the letterhead is printed only in

the member’s corporate colour.

The symbol should be separated by at least half its diameter from other graphic devices and

from wording, and should be at least that distance from the edge of the paper.

Use of the logo in advertisements

When used in an advertisement or on a website, the symbol confers on the member’s service a stamp of authority, good practice and assurance.

The symbol should not be less that 12mm in diameter. Depending on the material to be

printed on, the definition will get noticeably worse if the image is reduced below this size,

and the symbol will lose its value.

The official colour of the symbol is Pantone Blue 072 CV, or black. Alternatively a spot cold

grey may be used, e.g. Pantone Cool Grey 9, or a screened black (50-80%).

The symbol should be separated from other graphic devices by at least half its diameter. It

must never be placed within the response coupon, or next to credit card or other payment

symbols.

The symbol must always be reproduced on line. It may not be reversed out or rendered in outline. The background should be unprinted or a pale, solid colour.

Other applications of the logo

In any other applications, including leaflets, websites, flyers, catalogues and so on, the same rules will apply as to advertisements.

For exhibition display, the logo may be enlarged to any size. In such a case it may be treated as a three-dimensional object, but we do recommend that the thickness should not exceed 5% of the diameter. Colour indications as described above should be adhered to.

If members wish to use the logo in applications other that those mentioned above, or if they

are in doubt about how to use it correctly, they should consult FEDMA.

February 2005

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