brandbook

Summary

Presentation 04 Secondary Pattern 42

Brand Pillars 06 Secondary Graphics 44
Brand Essence 16 Photographic Style 46
Strategic View 18 Typography 50
Visual Elements 20 Colors 52

The Brand 22 Application Rules 54

Symbol Positions 24 So Paulo Turismo 56
Colored Background Version 26 Government and Entities 58
Version with Description 28 Partners 60
Restricted Use Version 30 Third Parties 62
Version with Tagline 32 Association Rules 64
In Motion Version 34
Examples of Application 68
Care in the Application 36
Inappropriate Use 38 Electronic Originals 92
Preferred Pattern 40
Presentation

So Paulo brand is much more than an advertising campaign. It is an

idea that everyone can use to promote the city as a unique destination
of places, services, people and ideas. This is a way to improve the citys
visual identity, add trustworthiness and credibility to our messages. All
types of brand communications will have a better performance and
a consistent application if they follow the principles of this book. This
guidebook was made to inspire and assist all those who in any way
help to build So Paulo brand.

The principles presented here must be strictly followed in order to

reinforce the brand communication.

4
5
brand pillars

What are we tryin

6
ying to communicate?

7
unex
pect
ed

emotion

r i s e
rp
nce

su Ca
io
Pim
en
ta
erie

s:
dit
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exp

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8
dit
s: J
effe
rso
nP
an
 We look for
the unexpected
Nowadays, it is increasingly difficult to stand out,
cause emotion or provide unforgettable experiences.
We seek to know the origin of the things and
increase our background. More than causing
surprise, things need to be magical and dazzling.
In a society marked by the culture of copy, where
everyone does more of the same, to astonish gets
harder and harder. So Paulo is unexpected and
everything that is unexpected draws our attention.
Surprises break the routine and cause impact. The
unexpected is a part of the metropolis daily life.
cre

9
dit
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 co
n tra
co
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m

sts
un
itie
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cre
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: Fe
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nda
Asc
ar

socie
ty

credits: raz levi / sxc

s
re
ltu
cu

10
 We respect
the differences
To be a paulistano, all you have to do is live in
So Paulo. The city values the differences, shows
contrasts and respects cultures. The several
groups that inhabit the city live and share the
same environment, showing that So Paulo is
a great example of life in society. Brands are
appreciated when they respect the differences,
adapt to the communities and value diversity.
The brand must create loyalty, stimulate pride
and promote ethics and transparency within
communities.

cre
dits
: m
arli
th

11
 cre
dit
s: D
ivu
lga
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ple
as
ure in
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credits: Fbio Montanheiro

u m
a x i m
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io

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ffers
its: Je
cred
nt
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in

fun
re

12
 io
ar
Vil
la
cil
is
Pr
s:
dit
cre

We live
in the present
Society keeps searching for pleasure and fun.
In So Paulo, everyone wants more and expect
the best. People dont want to miss a thing and
everything has to be enjoyed to the fullest. The city
lives in the present, changes and reinvents itself all
the time.

In So Paulo there is an infinite range of things to

satisfy people: the best restaurants, outstanding
shows, excellent business opportunities and greater
chances of professional success.

cr
ed
its
:C
aio
Pi
m
en
ta
13
 s
idual
indiv
ps
ou
gr

y a rit
n
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o
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ta

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Pi
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ai

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14
in t e g r
 ri
cie
an
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We are
rso
ffe
Je
ts:
di
cre

communities
While So Paulo grows, people move apart and lose
human touch. We are attracted by everything that is
different or particular. We try to bring back some of the
lost familiarity, creating an atmosphere of village in our
cities.

Brands must stimulate trust and integration between

individuals that do not know each other and also find
means to bring people closer. Consumers with common
interests connect to others and build small groups, with
their peculiarities and differences. A brand must consider
these small groups, identifying what unites them and
makes them special.
cre
dit
s: C
aio
Pim
en
ta

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 cre
dit
s: F
bio
Mo
nta
n
heir
o

ri
cie
an
nP
rso
ffe
Je
ts:
di
cre

a
eir
Silv
io
Ca
veira

s:
dit
cre
il
aio S
its: C
cred

16
 ta
en
Pim
aio
s: C
dit
cre

experience
brand essence

it all!
cre
dit
sJ
eff
er

17
so
n Pa
n
cie
ri
strategic view

brand values:
contrasting, cultural, social, unexpected,
unforgettable, pleasurable, varied, new,
extreme, surprising, living, modern.

Everything Tourism
happens in Marketing
So Paulo

experience
Business
it all!

Licensed
Products

Brand Proposal and Tagline Brand Potential

So Paulo brand visual identity reflects the In general lines, So Paulo brand will
entire communication strategy of the city be used to promote tourism in the city.
in the Tourism industry. The focus is in the Besides, the brand can also promote
variety and quantity of unique and surprising investments and businesses, in addition to
experiences that happen in So Paulo. The the sale of licensed products. Companies
tagline that translates this concept is called can use the brand in order to promote the
"experience it all". advantages and interests connected to the
brand and its positioning.

18
 Subjective
Content and
Message
E.g: tone of
voice, campaigns
conceptualization Brand
Try to live Appreciation:
where Creates
brand values TV, press, internet,
everything exhibitions, broadcast,
happens events, advertising.
Objective
Visual identity
E.g: brand,
typography,
colors,
photography

Brand Expression Brand Appreciation

The brand must be expressed in all of its The form of expression of So Paulo brand
aspects: both in the subjective language and contributes to the recognition of its concepts
in the objective. In the subjective language, and generates a desire for the experiences
we communicate through the tone of that are communicated by the brand and its
voice, the campaigns conceptualization, partners. The visual strategy of the identity
the message content. In the objective was designed to create a connection between
language, we communicate the visual desire and fulfillment. Thus, an environment
identity, the principles of application, colors, favorable to communicate the emotional
photographic style, among others. essence of what people would like to try
in the place where everything happens is
created.

19
visual elements

logo colors

So Paulo brand visual identity is

based on six visual elements: logo,
colors, typography, secondary
graphics, photography and pattern.
Such visual elements have been
designed to be combined in different
creative way.

Certain applications can use only one

of the visual elements, and others can photography secondary graphics
use all six.

foto: Wanderlei Celestino

This guidebook presents the
specifications for these six main
elements and includes examples
of applications to show the best
practices and how they can be
combined in different circumstances.

20
colors pattern

secondary graphics typography

marketing
typeface

21
 preferred
logo
The logo is the main element of So Paulos visual
identity. It contains the graphic translation of the
proposal and of So Paulos role as a city where
you can have unique experiences.

The position of the elements can be changed, but

it is crucial that the rules of this guidebook are
observed in order to preserve the integrity and the
legibility of the brand in any situation.

22
Positive preferred version

Negative preferred version

23
 symbol
positions
The symbol can be applied in different
positions, following the rules described
in this guidebook.

Frequently changing it helps to represent

the idea that So Paulo is a city that is
always moving and surprising.

For such, always use the predetermined

symbol positions from electronic
originals.

24
25
 colored background
version
Care must be taken in the application
of the brand over a large range of
backgrounds. The colors must always
contrast with the background.

For such, always use the color

combinations from electronic originals.

26
 Preferred negative version Preferred version on a red background

Preferred version on a green background Preferred version on a yellow background

27
 version with
description
In addition to the preferred version, the So Paulo
logo also has two other versions for application with
the descriptions "cidade de", "city of" and "ciudad de"
as represented on the next page.

These versions must be used only in specific cases,

when there is a need to communicate the citys
description.

28
Portuguese description version Negative portuguese description version

English description version Negative english description version

Spanish description version Negative spanish description version

29
 Restricted
use version
The restricted use versions are used only
in exceptional cases (due to technical
limitations, for example), always strictly
examined and subject to approval of the
brand management team.

30
Positive monochromatic version

Negative monochromatic version

31
 version
with tagline
Using the logo and the tagline together
is an option: viva tudo isso in
Portuguese, "viva todo esto" in Spanish
and "experience it all!" in English. The
rules for this type of application are
defined on the next page.

32
 viva
tudo
isso

viva
tudo
isso

viva
todo
esto Version with tagline
The tagline must be aligned with the
words So Paulo, at a minimum distance
corresponding to the half of the height of
module P, which refers to letter P of
the word Paulo". The typography must be
aligned to the right of letter "L" of the word
"Paulo". The typography used in the tagline
experience must always be "Museo Sans 900".
it all!

33
 in motion

The logo has two digital versions. One version

that is in loop and constant movement, which
must be applied in the internet and videos. And
another version to be used as a signature in
advertising films and spots.

0.1s 0.2s 0.3s

34
0.4s 0.5s 0.6s 0.7s 0.8s

35
 care in the
application
To ensure the visual impact and legibility
of the logo, the specifications regarding
the area of non-interference and
minimum dimension presented in this
guidebook must be respected.

36
Area of non-interference
The area of non interference must be equivalent to, at least,
the height of letter P in relation to the limits of the graphic
field outlined above by the internal dotted line.

Minimum reduction
The minimum reduction is intended to preserve the 10mm
legibility of So Paulo brand. For such, the established
dimensions must be respected. The measure indicated
above determines the minimum size for application in
general graphic pieces.

37
 inappropriate use
The following examples illustrate
situations of inappropriate use of So
Paulo brands elements. It is crucial
that these instructions are observed
to ensure the visual impact and the
legibility of So Paulo logo.

38
Do not change colors Do not change typography proportions

Do not change the symbol position Do not apply shadows and effects

Do not apply as watermark Do not rotate

Do not make any distortions Do not apply on a background without contrast

Do not change forms and perspective Do not use borders

39
 preferred
pattern
The pattern is one of the visual elements
that integrate So Paulo brand and can
be used in the creation of institutional
and promotional materials.

40
Example of application

41
 secondary
pattern
The patterns can also be applied in
monochromatic versions, as presented on the
next page.

For such, always use the pattern standards

from electronic originals.

42
43
 secondary graphics

The secondary graphics are visual

elements that integrate So Paulo brand.
They can be used to create institutional
and promotional materials.

The secondary graphics are flexible

and can be changed, as long as the
perspectives remain unaffected. All
forms must converge to a single point,
as illustrated on the next page.

44
45
 photographic style

So Paulo brand concept, experience it all,

is an invitation to see the city of So Paulo
from a new perspective.

Photography is the most powerful way to

show it. The purpose of So Paulo brand is
to use photography as a way to abandon
clichs and show what is behind So Paulo.

The pictures must follow the brand

chromatic pattern and always be presented
in perspectives that show unusual
angles. Certain techniques such as
overlays, overexposure, lomography and
lightpainting are welcome.

46
 kazi

Daniela Guimares Goulart

expression
contrast
diversity

speed
expansion
perspective
Edu Ikeda

kazi
 photographic style

In specific cases, ordinary photos may

also be adapted to the photographic
style, as long as they comply with the
standards listed before.

Transparency effects of
AdobePhotoshop, such as overlay
and hard light, can be used together
with the table colors and if used
well provide relevant results, as
exemplified on the next page.

48
original photograph adapted photograph color

Colored upper
layer with
overlay

Photographic
lower layer

Colored upper
layer with
hard light

Photographic
lower layer

Colored upper
layer with
overlay

Photographic
lower layer

Photographic
upper layer with
hard light

Colored lower
layer without

49
 typography
Tipography is a highly important
component of So Paulo brand.

The messages are communicated

through typography. The
typographic support family is Museo
Sans, which is easy to read and has
several styles and weights.

It must be used in titles, texts,

highlighted information in
promotional materials, brochures,
letters, institutional materials, digital
media, among others. In specific
cases, for presentations, e-mails and
digital materials, the use of Arial is
allowed.

50
 communicate using all styles!

explore
sizes

be straightforward!

Museo Sans 100 Museo Sans 700

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuwxyz abcdefghijklmnopqrstuwxyz
1234567890 !@#$%^&*() 1234567890 !@#$%^&*()

Museo Sans 500 Museo Sans 900

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuwxyz abcdefghijklmnopqrstuwxyz
1234567890 !@#$%^&*() 1234567890 !@#$%^&*()

51
 colors

Percentages indicated in CMYK are

valid for offset quadrichromic printing
in Europa scale. For application
in electronic media, use RGB and
Hexadecimal references.

For all other types of application, use

Pantone scale in Coated reference to
obtain colors by visual approximation.

52
MASP Red Liberdade Yellow Ibirapuera Green Paulista Blue Tiet Blue

Pantone 186C Pantone 123C Pantone 375C Pantone 2925C Pantone 654C
C0 M100 Y80 K0 C0 M20 Y100 K0 C40 M0 Y100 K0 C80 M35 Y0 K0 C100 M80 Y30 K20
R234 G27 B54 R255 G200 B8 R166 G206 B57 R0 G136 B207 R0 G62 B108
Hex #ea1b36 Hex #ffc808 Hex #a6ce39 Hex #0088cf Hex #003e6c

53
convergence scenarios

application
rules
So Paulo brand represents and promotes the city of So
Paulo in the country and abroad, together with other
brands, which are So Paulo Turismo, Government,
governmental entities, partners and third parties.

Foreseeing the use of brands combined, certain rules were

defined for the correct application of So Paulo brand,
so that each one can have its own image and identity
preserved, aligned in a harmonious, convergent and
unique scenario that promotes their segment interests.

!
Before applying So Paulo brand, it is
necessary to request authorization by
sending an e-mail to [email protected]

54
1 So Paulo Turismo
2 Government and Entities
3 Partners
4 Third parties

55
convergence scenarios

1 So Paulo Turismo
In Brazil and Abroad

So Paulo brand must be highlighted in the

foreground. Other brands will be placed in the
background, in equal weights.

56
Example of application by So
Paulo Turismo
57
convergence scenarios

2 Government and Entities

Abroad

So Paulo brand must be highlighted in the foreground. Partner or

associate brands will be placed in the background, in smaller weights.

In Brazil, defending So Paulos interests

So Paulo brand must be highlighted in the foreground. Partner or

associate brands will be placed in the background, in smaller weights.

In Brazil, defending individual interests

Partner or associate brands must be highlighted in the foreground.

So Paulo brand will be placed in the background, in smaller weight.
Other related brands will also be placed in the background, in equal
weights.

58
Example of application abroad by
Government and entities.

59
convergence scenarios

3 Partners
Abroad

So Paulo brand must be highlighted in the foreground.

Government brands will be placed in the background, in
smaller weights.

In Brazil, defending So Paulos interests

So Paulo brand must be highlighted in the foreground.

Government brands will be placed in the background, in
smaller weights.

In Brazil, defending individual interests

Government brand must be highlighted in the foreground.

So Paulo brand will be placed in the background, in smaller
weight. Other related brands will also be placed in the
background, in equal weights.

60
Example of application by
partners defending individual
interests.

61
convergence scenarios

4 Third Parties
Users that are not specified in this guidebook,
which have been previously authorized to apply
So Paulo brand. Everyone interested in using
So Paulo brand must request authorization
from So Paulo Turismo through the e-mail:
[email protected]

62
Example of application by
third parties.

63
association
rules
There will be moments in which So Paulo brand will have to
be placed with other logos, whether they are from government
entities, events or partners for the promotion and development
of tourism in the city.

Therefore, 3 rules have been defined for its application in

printed, advertising, publications and sponsorship materials
signature.

!
Before applying So Paulo brand, it is
necessary to request authorization by
sending an e-mail to [email protected]

64
Association with governmental brands
The signature must be positioned
from left to right, in the following
order: So Paulo logo, City, State
and Federal Government.

LOCAL STATE FEDERAL

GOVERNMENT GOVERNMENT GOVERNMENT
LOGO LOGO LOGO

!
In all cases, a line must separate
the tourism brand from the
governmental brands, as illustrated.

65
 LOGO LOGO LOGO

association rules

Association with other brands

The signature must be positioned
from right to left, in the following
order: So Paulo Brand, Other Brands.

A LOGO B LOGO C LOGO

Maximum height 3P Maximum height 3P Maximum height 3P

!
The maximum height of the other
brands is "3P", where module "P" refers
to the height of letter P on the name
So Paulo

66
 LOCAL STATE FEDERAL
GOVERNMENT GOVERNMENT GOVERNMENT
LOGO LOGO LOGO
Association with events brand
The signature must be positioned
from right to left, in the following
order: Event Brand, So Paulo Brand.

!
The maximum height of the
event brand must be equal to
the height of So Paulo brand.

A LOGO B LOGO C LOGO

67
examples of application

practice what
you have learned!
So Paulo is an extraordinary destination, where
you can find whatever you need in a surprising
way! It is necessary to make sure that people
understand the advantages of the city in all means of
communication.

These examples of application present a general

parameter of the many communication platforms
that can be used to promote So Paulo brand. The
visual identity system has been developed to present
the experience it all concept in its best way.

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 electronic originals

.ai .tiff .png .jpg

To make the process of distribution and application of the brand easier,
a complete library of files is available.

The file naming system will help locating correct files, appropriate
for each situation. Each file has a unique code, which consists of the
identification of the So Paulo brand, version, variation, appearance,
colors and file format.

It is worth remembering that before using or distributing the So Paulo

brand it is necessary to obtain authorization from So Paulo Turismo by
means of the contacts listed at the end of this guidebook.

Appearance:
positive (POS) File Format
negative (NEG) .ai (vetorial)
Red Background (RED) .tiff (High Resolutiono)
Green Background (VER) .jpg (Low Resolution)
version code Yellow Background (AMA) .png (Low Resolution with transparent background)

SP01_A_POS_CMYK.AI
So Paulo symbol variation color type
brand identifier A, B, C ou D CMYK
RGB
1 COLOR

92
SP01 - Preferred Logo ai, tiff, png e jpg

SP01_A_POS_CMYK SP01_A_NEG_CMYK SP01_A_RED_CMYK SP01_A_AMA_CMYK SP01_A_VER_CMYK

SP01_A_POS_RGB SP01_A_NEG_RGB SP01_A_RED_RGB SP01_A_AMA_RGB SP01_A_VER_RGB

SP01_B_POS_CMYK SP01_B_NEG_CMYK SP01_B_RED_CMYK SP01_B_AMA_CMYK SP01_B_VER_CMYK

SP01_B_POS_RGB SP01_B_NEG_RGB SP01_B_RED_RGB SP01_B_AMA_RGB SP01_B_VER_RGB

SP01_C_POS_CMYK SP01_C_NEG_CMYK SP01_C_RED_CMYK SP01_C_AMA_CMYK SP01_C_VER_CMYK

SP01_C_POS_RGB SP01_C_NEG_RGB SP01_C_RED_RGB SP01_C_AMA_RGB SP01_C_VER_RGB

SP01_D_POS_CMYK SP01_D_NEG_CMYK SP01_D_RED_CMYK SP01_D_AMA_CMYK SP01_D_VER_CMYK

SP01_D_POS_RGB SP01_D_NEG_RGB SP01_D_RED_RGB SP01_D_AMA_RGB SP01_D_VER_RGB

SP01_D_POS_1 COR SP01_D_NEG_1 COR

93
SP02 - Portuguese Logo Description ai, tiff, png e jpg

SP02_A_POS_CMYK SP02_A_NEG_CMYK SP02_A_RED_CMYK SP02_A_AMA_CMYK SP02_A_VER_CMYK

SP02_A_POS_RGB SP02_A_NEG_RGB SP02_A_RED_RGB SP02_A_AMA_RGB SP02_A_VER_RGB

SP02_B_POS_CMYK SP02_B_NEG_CMYK SP02_B_RED_CMYK SP02_B_AMA_CMYK SP02_B_VER_CMYK

SP02_B_POS_RGB SP02_B_NEG_RGB SP02_B_RED_RGB SP02_B_AMA_RGB SP02_B_VER_RGB

SP02_C_POS_CMYK SP02_C_NEG_CMYK SP02_C_RED_CMYK SP02_C_AMA_CMYK SP02_C_VER_CMYK

SP02_C_POS_RGB SP02_C_NEG_RGB SP02_C_RED_RGB SP02_C_AMA_RGB SP02_C_VER_RGB

SP02_D_POS_CMYK SP02_D_NEG_CMYK SP02_D_RED_CMYK SP02_D_AMA_CMYK SP02_D_VER_CMYK

SP02_D_POS_RGB SP02_D_NEG_RGB SP02_D_RED_RGB SP02_D_AMA_RGB SP02_D_VER_RGB

SP02_D_POS_1 COR SP02_D_NEG_1 COR

94
SP03 - English Logo Description ai, tiff, png e jpg

SP03_A_POS_CMYK SP03_A_NEG_CMYK SP03_A_RED_CMYK SP03_A_AMA_CMYK SP03_A_VER_CMYK

SP03_A_POS_RGB SP03_A_NEG_RGB SP03_A_RED_RGB SP03_A_AMA_RGB SP03_A_VER_RGB

SP03_B_POS_CMYK SP03_B_NEG_CMYK SP03_B_RED_CMYK SP03_B_AMA_CMYK SP03_B_VER_CMYK

SP03_B_POS_RGB SP03_B_NEG_RGB SP03_B_RED_RGB SP03_B_AMA_RGB SP03_B_VER_RGB

SP03_C_POS_CMYK SP03_C_NEG_CMYK SP03_C_RED_CMYK SP03_C_AMA_CMYK SP03_C_VER_CMYK

SP03_C_POS_RGB SP03_C_NEG_RGB SP03_C_RED_RGB SP03_C_AMA_RGB SP03_C_VER_RGB

SP03_D_POS_CMYK SP03_D_NEG_CMYK SP03_D_RED_CMYK SP03_D_AMA_CMYK SP03_D_VER_CMYK

SP03_D_POS_RGB SP03_D_NEG_RGB SP03_D_RED_RGB SP03_D_AMA_RGB SP03_D_VER_RGB

SP03_D_POS_1 COR SP03_D_NEG_1 COR

95
SP04 - Spanish Logo Description ai, tiff, png e jpg

SP04_A_POS_CMYK SP04_A_NEG_CMYK SP04_A_RED_CMYK SP04_A_AMA_CMYK SP04_A_VER_CMYK

SP04_A_POS_RGB SP04_A_NEG_RGB SP04_A_RED_RGB SP04_A_AMA_RGB SP04_A_VER_RGB

SP04_B_POS_CMYK SP04_B_NEG_CMYK SP04_B_RED_CMYK SP04_B_AMA_CMYK SP04_B_VER_CMYK

SP04_B_POS_RGB SP04_B_NEG_RGB SP04_B_RED_RGB SP04_B_AMA_RGB SP04_B_VER_RGB

SP04_C_POS_CMYK SP04_C_NEG_CMYK SP04_C_RED_CMYK SP04_C_AMA_CMYK SP04_C_VER_CMYK

SP04_C_POS_RGB SP04_C_NEG_RGB SP04_C_RED_RGB SP04_C_AMA_RGB SP04_C_VER_RGB

SP04_D_POS_CMYK SP04_D_NEG_CMYK SP04_D_RED_CMYK SP04_D_AMA_CMYK SP04_D_VER_CMYK

SP04_D_POS_RGB SP04_D_NEG_RGB SP04_D_RED_RGB SP04_D_AMA_RGB SP04_D_VER_RGB

SP04_D_POS_1 COR SP04_D_NEG_1 COR

96
SP05 - Portuguese Brand Tagline ai, tiff, png e jpg

SP05_A_POS_CMYK SP05_A_NEG_CMYK SP05_A_RED_CMYK SP05_A_AMA_CMYK SP05_A_VER_CMYK

SP05_A_POS_RGB SP05_A_NEG_RGB SP05_A_RED_RGB SP05_A_AMA_RGB SP05_A_VER_RGB

SP05_B_POS_CMYK SP05_B_NEG_CMYK SP05_B_RED_CMYK SP05_B_AMA_CMYK SP05_B_VER_CMYK

SP05_B_POS_RGB SP05_B_NEG_RGB SP05_B_RED_RGB SP05_B_AMA_RGB SP05_B_VER_RGB

SP05_C_POS_CMYK SP05_C_NEG_CMYK SP05_C_RED_CMYK SP05_C_AMA_CMYK SP05_C_VER_CMYK

SP05_C_POS_RGB SP05_C_NEG_RGB SP05_C_RED_RGB SP05_C_AMA_RGB SP05_C_VER_RGB

SP05_D_POS_CMYK SP05_D_NEG_CMYK SP05_D_RED_CMYK SP05_D_AMA_CMYK SP05_D_VER_CMYK

SP05_D_POS_RGB SP05_D_NEG_RGB SP05_D_RED_RGB SP05_D_AMA_RGB SP05_D_VER_RGB

SP05_D_POS_1 COR SP05_D_NEG_1 COR

97
SP06 - English Logo Tagline ai, tiff, png e jpg

experience experience experience experience experience

it all! it all! it all! it all! it all!

SP06_A_POS_CMYK SP06_A_NEG_CMYK SP06_A_RED_CMYK SP06_A_AMA_CMYK SP06_A_VER_CMYK

SP06_A_POS_RGB SP06_A_NEG_RGB SP06_A_RED_RGB SP06_A_AMA_RGB SP06_A_VER_RGB

experience experience experience experience experience

it all! it all! it all! it all! it all!

SP06_B_POS_CMYK SP06_B_NEG_CMYK SP06_B_RED_CMYK SP06_B_AMA_CMYK SP06_B_VER_CMYK

SP06_B_POS_RGB SP06_B_NEG_RGB SP06_B_RED_RGB SP06_B_AMA_RGB SP06_B_VER_RGB

experience experience experience experience experience

it all! it all! it all! it all! it all!

SP06_C_POS_CMYK SP06_C_NEG_CMYK SP06_C_RED_CMYK SP06_C_AMA_CMYK SP06_C_VER_CMYK

SP06_C_POS_RGB SP06_C_NEG_RGB SP06_C_RED_RGB SP06_C_AMA_RGB SP06_C_VER_RGB

experience experience experience experience experience

it all! it all! it all! it all! it all!

SP06_D_POS_CMYK SP06_D_NEG_CMYK SP06_D_RED_CMYK SP06_D_AMA_CMYK SP06_D_VER_CMYK

SP06_D_POS_RGB SP06_D_NEG_RGB SP06_D_RED_RGB SP06_D_AMA_RGB SP06_D_VER_RGB

experience experience
it all! it all!

SP06_D_POS_1 COR SP06_D_NEG_1 COR

98
SP07 -Spanish Logo Tagline ai, tiff, png e jpg

SP07_A_POS_CMYK SP07_A_NEG_CMYK SP07_A_RED_CMYK SP07_A_AMA_CMYK SP07_A_VER_CMYK

SP07_A_POS_RGB SP07_A_NEG_RGB SP07_A_RED_RGB SP07_A_AMA_RGB SP07_A_VER_RGB

SP07_B_POS_CMYK SP07_B_NEG_CMYK SP07_B_RED_CMYK SP07_B_AMA_CMYK SP07_B_VER_CMYK

SP07_B_POS_RGB SP07_B_NEG_RGB SP07_B_RED_RGB SP07_B_AMA_RGB SP07_B_VER_RGB

SP07_C_POS_CMYK SP07_C_NEG_CMYK SP07_C_RED_CMYK SP07_C_AMA_CMYK SP07_C_VER_CMYK

SP07_C_POS_RGB SP07_C_NEG_RGB SP07_C_RED_RGB SP07_C_AMA_RGB SP07_C_VER_RGB

SP07_D_POS_CMYK SP07_D_NEG_CMYK SP07_D_RED_CMYK SP07_D_AMA_CMYK SP07_D_VER_CMYK

SP07_D_POS_RGB SP07_D_NEG_RGB SP07_D_RED_RGB SP07_D_AMA_RGB SP07_D_VER_RGB

SP07_D_POS_1 COR SP07_D_NEG_1 COR

99
secondary graphics - ai, tiff e jpg

SP_SUBGRAFICO_AZUL_CMYK SP_SUBGRAFICO_VERMELHO_CMYK SP_SUBGRAFICO_BRANCO_CMYK

SP_SUBGRAFICO_AZUL_RGB SP_SUBGRAFICO_VERMELHO_RGB SP_SUBGRAFICO_BRANCO_RGB

SP_SUBGRAFICO_VERDE_CMYK SP_SUBGRAFICO_AMARELO_CMYK
SP_SUBGRAFICO_VERDE_RGB SP_SUBGRAFICO_AMARELO_RGB

brand animated video - mov, mp4 e swf

SP_MARCALOOP_POS SP_MARCALOOP_NEG

100
patterns - ai, tiff e jpg

SP_PATTERN_AZUL_CMYK SP_PATTERN_VERMELHO_CMYK SP_PATTERN_CORES_CMYK

SP_PATTERN_AZUL_RGB SP_PATTERN_VERMELHO_RGB SP_PATTERN_CORES_RGB

SP_PATTERN_VERDE_CMYK SP_PATTERN_AMARELO_CMYK
SP_PATTERN_VERDE_RGB SP_PATTERN_AMARELO_RGB

brand insertion video - mov, mp4 e swf

SP_MARCAVINHETA_POS SP_MARCAVINHETA_NEG

101
v1.4 Digital English - Dezembro 2011

a romulocastilho.com project in partnership with SPTuris

Mayor of the City of So Paulo: Gilberto Kassab

President of So Paulo Turismo: Marcelo Rehder
Vice-President of So Paulo Turismo: Tasso Gadzanis
Chief Advisor Office: Dinorah Vicentine
Managing Finance and Investor Relations Director: Egydio Bianchi
Strategic Actions and Communication Director: Luiz Sales
Events Director: Everaldo Teixeira Dourado Junior
Infrastructure Director: Antonio de Pdua Perosa
Marketing and Sales Director: Milton Longobardi
Employee Representation Director: Joo Batista de Godoy
Tourism and Entertainment Director: Luciane Leite
Project coordination: Strategic Actions and Communication Department
Conception and graphic design: Rmulo Castilho

So Paulo Turismo S/A Official Tourism and Events Company of the City of So Paulo
Av. Olavo Fontoura, 1209 Porto 35 Parque Anhembi Santana - So Paulo/.SP
02012-021 - Tel.: (11) 2226-0626 [email protected]

Images used in this guidebook have illustration purposes only and belong to third
parties, who hold the copyrights to the respective works. It is therefore forbidden to
partially or totally reproduce these images without prior and express authorization from
the Strategic Actions and Communication Department of So Paulo Turismo.