BRAND GUIDELINES

15.12.2015
DCC/GME
INTRODUCTION
In order to build a strong brand it is important to be consistent with the way you
communicate in all your business areas.

The aim of this manual is to establish a set of rules and recommendations that seek to
ensure correct implementation of the main elements of the brands of the PT Portugal.

It is essential that everyone involved cooperates in complying with and applying these
rules in order to ensure a coherent and uniform visual identity.

We rely on you.

Thank you.

INTRODUCTION - PAGE 2
CONTENTS
1. MASTER BRAND 2. INSTRUMENTAL BRANDS
PT identity. Instrumental brands identity.
1.1 Logo 7 2.1 List of instrumental brands 22
1.2 Colour versions 8 2.2 Colour versions 23
1.3 Applications on backgrounds 9 2.3 Applications on backgrounds 24
1.4 Protection area 10 2.4 Protection area
1.5 Minimum size 11 and minimum size 25
1.6 Incorrect usage 12 2.5 Incorrect usage 26
1.7 Colours 13 2.6 Colours 27
1.8 Additional elements 16 2.7 Written form 29
1.9 Written form 17 2.8 Typography 30
1.10 Typography 18

CONTENTS - PAGE 3
CONTENTS
3. COMMERCIAL BRANDS
3.1 MEO identity.
3.1.1 Logo 33 3.2.9 Written form 53
3.1.2 Versions - 2D 34 3.2.10 Typography 54
3.1.3 Application on backgrounds 35
3.1.4 Protection area
and minimum size 36 4. ALTERNATIVE
3.1.5 Incorrect usage 37
3.1.6 Colours 38 TYPOGRAPHY IN DIGITAL
3.1.7 PT Endorsement 40 ENVIRONMENT
3.1.8 Written form 41
3.1.9 Typography 42 Alternative typography for MEO
Text, Co Text, Calibri e Myriad Pro.
3.2 PT Empresas identity. 4.1 iOS and OS X operating system 57
3.2.1 Logo 44 4.2 Android operating system 58
3.2.2 Colour versions 45 4.3 Linux and Windows Media
3.2.3 Application on backgrounds 46 Room operating system 59
3.2.4 Protection area 4.4 Windows Mobile operating system 60
and minimum size 47 4.5 Windows Desktop operating system 61
3.2.5 Incorrect usage 48
3.2.6 Colours 49
3.2.7 Signature 51
3.2.8 PT Endorsement 52

CONTENTS - PAGE 4
 1. MASTER BRAND
PT identity.
In this chapter we present the basic elements of identity PT.
Its main elements and how they relate are identified. These principles serve
to focus and guide the creativity in communication, contributing to a strong
and consistent visual identity.

All versions of the logo or its applications that are not covered in this manual must be approved in advance
by the GEM (Gestão Estratégica de Marcas).

1. MASTER BRAND - PAGE 5

1.1 Logo
The PT logo is settled by the typographic construction of the name, The logo should not be redesigned or adapted under any circumstance and must
by the associated elements (circles) and by the square shape with always be reproduced from high quality artworks.
rounded corners that supports them.

1. MASTER BRAND - PAGE 6

POLYCHROMATIC VERSION - MAIN VERSION MONOCHROMATIC VERSIONS

POSITIVE NEGATIVE

SPECIAL VERSION ONLY FOR USE IN MERCHANDISING

POSITIVE NEGATIVE

The polychromatic version of the PT logo has two colour model variants:
- CMYK colour model (four colour process)
- PMS colour model (pantone). These versions can only be used in merchandising when it is impossible to use the original version.

The PMS variant is made from two direct colours (pantone 3135 and black)
and must always be used whenever four colour process reproduction is not
necessary.

1.2 Colour versions

Five colour versions of PT brand were established: The monochromatic versions should only be used when the use of colours
a polychromatic version (main), two monochromatic versions (black) in positive is limited, or when the method of reproduction has low resolution like a fax
and negative and two special versions for use in merchandising (PT blue), or photocopier.
in positive and negative.

1. MASTER BRAND - PAGE 7

BRIGHT PHOTOGRAPHIC OR GRAPHIC BACKGROUND WHITE BACKGROUND - ONE COLOUR PT BLUE BACKGROUND

DARK PHOTOGRAPHIC OR GRAPHIC BACKGROUND BLACK BACKGROUND - ONE COLOUR PT BLUE BACKGROUND - ONE COLOUR

1.3 Application on backgrounds

The PT logo can be applied on graphic or photographic backgrounds following
the presented criteria. The background examples illustrated above provide
the preview of the colour behaviour.

1. MASTER BRAND - PAGE 8

 X X

X X

1.4 Protection area

To preserve the integrity and legibility of the PT logo it was established a protection The limits of the protection area were settled on the measurement “x”, which is the
area regarding other graphic elements. diameter of the circles in the logo.

1. MASTER BRAND - PAGE 9

 http://www.telecom.pt
PRINT
PT Portugal

7 mm

30 px

SCREEN

1.5 Minimum size

To preserve the integrity and legibility of the PT logo it was established a minimum
dimensions for reproduction.
These limits were calculated regarding the logo’s shape and the different
reproduction media (printed material/screen visualisation).

1. MASTER BRAND - PAGE 10

 Use of outlines, frames Incorrect use of fonts Element alteration, Distortion (horizontal,
or visual effects removal or addition vertical or perspective)

Changing the elements Incorrect use of the colours Use of watermarks Creation of new versions
placement or proportion or “tints” or expressions

PT

1.6 Incorrect usage

Changing the logo harms the coherence and perception of its identity, These figures are merely examples and serve only as a guide to the restrictions
compromising its goals. The logo must always be applied in a conscious way, on the use of the PT logo.
respecting its integrity.

1. MASTER BRAND - PAGE 11

 PT BLUE
CMYK 100-0-20-10
RGB 0-153-171
PANTONE 3135 C
WEB #0099AB
INK REF: Supplier - Hempel
Hempatone Extra 58910/3P104
Hempalux AL Agua Acetinado 58352/3P104
Hempalux AL Agua Brilhante 58352/3P104
VINYL: 3M 3630 - 11945 / Oracal
Série 851/951-553 Lagoon

1.7 Main colour for backgrounds and environments

The main colour of the PT brand is PT blue.
Any colour model that is not included in this manual must use Pantone
as a reference.

1. MASTER BRAND - PAGE 12

 100%

LIGHT BLUE
CMYK 65-0-15-0
RGB 59-194-215
WEB #3BC2D7
LIGHT BLUE MEDIUM BLUE DARK BLUE GREY GRAFITE
CMYK 65-0-15-0 CMYK 100-20-0-50 CMYK 90-15-0-85 CMYK 0-0-0-85
RGB 59-194-215 RGB 0-88-132 RGB 0-46-72 RGB 76-76-78
PANTONE 311 C PANTONE 7469 C PANTONE 546 C PANTONE 432 C
WEB #3BC2D7 WEB #005884 WEB #002E48 WEB #4C4C4E
RAL (no reference) RAL 5001 Green Blue RAL 5011 Steel Blue RAL 7016 Anthracite grey
VINIL 3M Scotchcal 100-602 VINIL 3M Scotchcal 100-003 VINIL 3M Scotchcal 100-27 VINIL 3M Scotchcal 100-012
MEDIUM BLUE
CMYK 100-20-0-50
RGB 0-88-132
WEB #005884

0%

DARK BLUE
PINK YELLOW GREEN PURPLE CMYK 90-15-0-85
CMYK 0-100-25-5 CMYK 0-35-100-0 CMYK 35-0-100-0 CMYK 75-100-0-5 RGB 0-46-72
WEB #002E48
RGB 201-0-98 RGB 231-176-18 RGB 190-214-0 RGB 110-37-133
PANTONE 214 C PANTONE 1235 C PANTONE 382 C PANTONE 2603 C NOTE:
WEB #C90062 WEB #E7B012 WEB #BED600 WEB #6E2585 It is only possible to construct gradients with
RAL 4010 Telemagenta RAL 1028 Melon yellow RAL (no reference) RAL (no reference) the combination of PT blue and/or other blues
VINIL 3M Scotchcal 100-454 VINIL 3M Scotchcal 100-25 VINIL 3M Scotchcal 100-449 VINIL 3M Scotchcal 100-265 of the complementary palette.

1.7 Complementary colours for backgrounds and environments

The purpose of PT’s complementary colours is to create flexible layouts Any colour model that is not included in this manual must use Pantone
and graphics in communication pieces, as well as internal documents. as a reference.

1. MASTER BRAND - PAGE 13

GRADIENT - COLOUR COMBINATIONS GRADIENT - MANIPULATION (STYLES)

PT BLUE IN COMBINATION
WITH 1 COMPLEMENTARY BLUE. Type: Linear Type: Radial Type: Mesh
Angle: 315º Location: 50% Appearance: To right

PT Blue Dark Blue

PT BLUE IN COMBINATION
WITH VARIOUS SECONDARY BLUES.

Manipulation of the gradient - rotation of 90° by 90°.

Above are examples of rotations in the same style, to be adapted to the medium in which it will be used.
Light Blue PT Blue Medium Blue Dark Blue

COMBINATION OF SECONDARY BLUES

(ALTERNATE USE).
GRADIENT - PROTECTION

Light Blue Medium Blue Dark Blue

NOTE:
The above examples are a reference for chromatic combinations.
Gradients must be created by combining PT Blue and/or any blue colour
from the complementary colours pallet. The above examples are prohibited manipulations.

1.7 Gradient - colours for backgrounds and environments

The gradient represents technology, evolution and movement, fuelling the brand’s The blues location and the gradients styles can be manipulated to create different
energy. tones. However, manipulation must always be performed carefully in order to
preserve the gradients smooth appearence. The transition of the tones has to be
harmonious and fluid, without interference or highly contrasting borders.

1. MASTER BRAND - PAGE 14

ADDITIONAL ELEMENTS ADDITIONAL ELEMENTS - MAIN COMBINATION
(BACKGROUND GRADIENT + DIAGONAL LINE PATTERN + SQUARES)

1. BACKGROUND GRADIENT
The construction of the background gradient
follows the rules specified in the previous chapter
(gradient colours).

2. DIAGONAL LINE PATTERN This combination must be used on the pages/mediums that are prominent in the layout
(ex.: covers, tabs, headers, etc.).
The diagonal line pattern is made from equidistant
lines at an angle of 327.5°, repeated as many times
as necessary, depending on the size of the layout.
The weight and distance between lines is adjusted
to the scale of the medium and the printing ADDITIONAL ELEMENTS - SECONDARY COMBINATION
method to be used. (BACKGROUND GRADIENT + DIAGONAL LINE PATTERN)

3. SQUARES WITH ROUNDED CORNERS

Squares are created as a reference to the shape of the PT
logo and can be freely rotated and expanded to create a
composition format adapted to the medium in which they
will be used.
In the main combination of additional elements, the It should only be used on pages/medium that needs a reminder of PT brand
layering of the different elements was made in black with (ex.: sub-separators, backgrounds on continuation pages, etc.).
60% transparency.

1.8 Additional elements - Combinations

The visual identity of PT has three additional elements: The main combination is made by layering the elements as shown in the illustration
1. Background gradient above. This combination must be used on the pages/mediums that are prominent
2. Diagonal line pattern in the layout (ex.: covers, tabs, headers, etc.).
3. Squares with rounded corners.

1. MASTER BRAND - PAGE 15

PT.
This is the written form.
Thank you!

1.12 Written form

In every title, subtitle or text, the name PT is always written in uppercase.

1. MASTER BRAND - PAGE 16

Myriad Pro
MYRIAD PRO LIGHT

PT type!

MYRIAD PRO REGULAR

CHARACTERS
PT type!
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ MYRIAD PRO BOLD

PT type!

NOTE:
If it’s not possible to use the main and secondary typeface in digital
multiplatform applications, chapter 4 in this manual presents alternative
typefaces.

1.13 Main Typography - Myriad Pro

The main font type used in the communications of the master brand is Myriad In order to maintain coherence among all communication material, we recommend
Pro. It has the characteristics needed for the creation of legible and clear the use of the following weights: Light, Regular, Semibold, Bold and Black and its
communication messages. italic variants.

1. MASTER BRAND - PAGE 17

Arial
ARIAL REGULAR

PT type!

CHARACTERS ARIAL BOLD

abcdefghijklmnopqrstuvwxyz PT type!
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ

NOTE:
If it’s not possible to use the main and secondary typeface in digital
multiplatform applications, chapter 4 in this manual presents alternative
typefaces.

1.13 Secondary Typography - Arial

If there is a need for a default font type, for use in internal applications or Its versatile characteristics allow it to be used successfully on printed and digital
presentations, we recommend the use of Arial. media. We recommend the use of Regular Iand Bold weights (and their italic
variations).

1. MASTER BRAND - PAGE 18

Calibri
CALIBRI REGULAR

PT type!

CHARACTERS
CALIBRI BOLD
abcdefghijklmnopqrstuvwxyz PT type!
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ

NOTE:
If it’s not possible to use the main and secondary typeface in digital
multiplatform applications, chapter 4 in this manual presents alternative
typefaces.

1.13 Secondary Typography - Calibri

The secondary font type used in internal applications or Its versatile characteristics allow it to be used successfully on printed and digital
presentations of master brand is Calibri. media. It is recommend the use of Regular and Bold weights (and their italic
variations).

1. MASTER BRAND - PAGE 19

 3. INSTRUMENTAL
2. COMMERCIAL BRANDS
BRANDS
Instrumental brands identity.
In this chapter we present the basic elements of instrumental brands.
Its main elements and how they relate are identified. These principles serve to focus
and guide the creativity in communication, contributing to a strong and consistent
visual identity.

All versions of the logo or its applications that are not covered in this manual must be approved in advance
by the GEM (Gestão Estratégica de Marcas).

2.3.INSTRUMENTAL
COMMERCIAL BRANDS - PAGE 20
2.1 List of instrumental brands
The differentiation between instrumental brands takes place only on the company The logo should not be redesigned or adapted under any circumstance and must
name. always be reproduced from high quality artworks.
This chapter presents the “PT ACS” logo as an example of the intended behaviour
for this brand typology.

2. INSTRUMENTAL BRANDS - PAGE 21

POLYCHROMATIC VERSION 3D - POSITIVE POLYCHROMATIC VERSION 2D - SPECIAL VERSION
(MAIN VERSION)

ACS ACS

POLYCHROMATIC VERSION 3D - NEGATIVE MONOCHROMATIC VERSIONS 2D

POSITIVE NEGATIVE

ACS
ACS
ACS

2.2 Colour versions

Five colour versions of the PT ACS brand were established: The monochromatic versions should only be used when the use of colours is limited
two versions in positive and negative polychromatic 3D (main version), or when the method of reproduction has low resolution like a fax or photocopier.
one version polychromatic 2D (special version) and two versions in positive
and negative monochromatic.

2. INSTRUMENTAL BRANDS - PAGE 22

BRIGHT PHOTOGRAPHIC OR GRAPHIC BACKGROUND WHITE BACKGROUND - ONE COLOUR WHITE BACKGROUND - POLYCHROMATIC 2D

ACS ACS ACS

DARK PHOTOGRAPHIC OR GRAPHIC BACKGROUND BLACK BACKGROUND - ONE COLOUR PT BLUE BACKGROUND

ACS ACS ACS

2.3 Application on backgrounds

The instrumental brands logo can be applied on graphic or photographic backgrounds
following the presented criteria. The background examples illustrated above provide
the preview of the colour behaviour.

2. INSTRUMENTAL BRANDS - PAGE 23

PROTECTION AREA MINIMUM SIZE

X X
PRINT SCREEN
X

ACS 7 mm ACS 30 pixels

ACS

X X

2.4 Protection area and minimum size

To preserve the integrity and legibility of the instrumental brand logo To preserve the legibility of the instrumental brand logo it was established a
it was established a protection area regarding other graphic elements. minimum size for reproduction.
The limits of the protection area were settled on the measurement “x”, These limits were calculated regarding the logo’s shape and the different
which is the diameter of the circles in the logo. reproduction media (printed material/screen visualisation).

2. INSTRUMENTAL BRANDS - PAGE 24

 Use of outlines, frames Incorrect use of fonts Element alteration, Distortion (horizontal,
or visual effects removal or addition vertical or perspective)

ACS ACS
ACS

Changing the elements Incorrect use of the colours Use of watermarks Creation of new versions
placement or proportion or “tints” or expressions

PT
ACS ACS
ACS
ACS

2.5 Incorrect usage

Changing the logo harms the coherence and perception of its identity, These figures are merely examples and serve only as a guide to the restrictions on
compromising its goals. The logo must always be applied in a conscious way, the use of the Instrumental Brands.
respecting its integrity.

2. INSTRUMENTAL BRANDS - PAGE 25

 GREY GRAFITE
CMYK 0-0-0-85
RGB 76-76-78
PANTONE 432 C
WEB #4C4C4E
RAL 7016 Anthracite grey
VINIL 3M Scotchcal 100-012

2.6 Main colour for backgrounds and environments

The main colour of the Instrumental Brands is Grey Grafite.
Any colour model that is not included in this manual must use Pantone
as a reference.

2. INSTRUMENTAL BRANDS - PAGE 26

LIGHT GREY MEDIUM GREY DARK GREY PT BLUE
CMYK 0-0-0-25 CMYK 0-0-0-45 CMYK 0-0-0-65 CMYK 100-0-20-10
RGB 199-200-202 RGB 157-159-162 RGB 122-122-125 RGB 0-153-171
PANTONE 421 C PANTONE 423 C PANTONE 424 C PANTONE 3135 C
WEB #C7C8CA WEB #9D9FA2 WEB #7A7A7D WEB #0099AB
RAL 7040 Window grey RAL 7046 Telegrey 2 RAL 7012 Basalt grey RAL Hempatone Extra
VINIL 3M Scotchcal 100-384 VINIL 3M Scotchcal 100-605 VINIL MACal 9889-02 58910/3P104
Pro-Dark grey VINIL 3M 3630: 11945

PINK YELLOW GREEN PURPLE DARK BLUE

CMYK 0-100-25-5 CMYK 0-35-100-0 CMYK 35-0-100-0 CMYK 75-100-0-5 CMYK 90-15-0-85
RGB 201-0-98 RGB 231-176-18 RGB 190-214-0 RGB 110-37-133 RGB 0-46-72
PANTONE 214 C PANTONE 1235 C PANTONE 382 C PANTONE 2603 C PANTONE 546 C
WEB #C90062 WEB #E7B012 WEB #BED600 WEB #6E2585 WEB #002E48
RAL 4010 Telemagenta RAL 1028 Melon yellow RAL (sem ref. em catálogo) RAL (sem ref. em catálogo) RAL 5011 Steel Blue
VINIL 3M Scotchcal 100-454 VINIL 3M Scotchcal 100-25 VINIL 3M Scotchcal 100-449 VINIL 3M Scotchcal 100-265 VINIL 3M Scotchcal 100-27

2.6 Complementary colours for backgrounds and environments

The purpose of instrumental’s complementary colours is to create flexible layouts Any colour model that is not included in this manual must use Pantone
and graphics in communication pieces, as well as internal documents. as a reference.

2. INSTRUMENTAL BRANDS - PAGE 27

PT ACS.
This is the written form.
Thank you!

2.7 Written form

In every title, subtitle or text, the name PT ACS is always written in uppercase.

2. INSTRUMENTAL BRANDS - PAGE 28

Myriad Pro
MYRIAD PRO LIGHT

Marcas instrumentais type!

MYRIAD PRO REGULAR

CHARACTERS
Marcas instrumentais type!
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ MYRIAD PRO BOLD

Marcas instrumentais type!

2.8 Main Typography - Myriad Pro

The main font type used in the communications of PT ACS is Myriad Pro. It has In order to maintain coherence among all communication material, we recommend
the characteristics needed for the creation of legible and clear communication the use of the following weights: Light, Regular, Semibold, Bold and Black and its
messages. italic variants.

2. INSTRUMENTAL BRANDS - PAGE 29

Arial
ARIAL REGULAR

Marcas instrumentais type!

CHARACTERS ARIAL BOLD

abcdefghijklmnopqrstuvwxyz Marcas instrumentais type!

ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ

NOTE:
If it’s not possible to use the main and secondary typeface in digital
multiplatform applications, chapter 4 in this manual presents alternative
typefaces.

2.8 Secondary Typography - Arial

If there is a need for a default font type, for use in internal applications or Its versatile characteristics allow it to be used successfully on printed and digital
presentations, we recommend the use of Arial. media. We recommend the use of Regular Iand Bold weights (and their italic
variations).

2. INSTRUMENTAL BRANDS - PAGE 30

Calibri
CALIBRI REGULAR

Marcas instrumentais type!

CHARACTERS
CALIBRI BOLD
abcdefghijklmnopqrstuvwxyz Marcas instrumentais type!
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ

NOTE:
If it’s not possible to use the main and secondary typeface in digital
multiplatform applications, chapter 4 in this manual presents alternative
typefaces.

2.8 Secondary Typography - Calibri

If there is a need for a default font type, for use in internal applications or Its versatile characteristics allow it to be used successfully on printed and digital
presentations of PT ACS, it is recommend the use of Calibri. media. It is recommend the use of Regular and Bold weights (and their italic
variations).

2. INSTRUMENTAL BRANDS - PAGE 31

 3. COMMERCIAL BRANDS
Commercial brands identity.
In this chapter we present the basic elements of commercial brands: MEO, PT Empresas.
Its main elements and how they relate are identified. These principles serve to focus and
guide the creativity in communication, contributing to a strong and consistent visual identity.

All versions of the logo or its applications that are not covered in this manual must be approved in advance
by the GEM (Gestão Estratégica de Marcas).

3. COMMERCIAL BRANDS - PAGE 32

3.1.1 Logo
Distinct and strong iconographic character, the logo is supported by the type The MEO logo should not be redesigned or adapted under any circumstance and
expression of the name. must always be reproduced from high quality artworks.

3. COMMERCIAL BRANDS - PAGE 33

2D BLACK VERSION 2D MEO BLUE VERSION 2D WHITE VERSION

3.1.2 Versions - 2D
Three versions of the MEO logo were defined:
- BLACK version
- MEO BLUE version
- WHITE version
These are the main versions of the MEO logo.
3. COMMERCIAL BRANDS - PAGE 34
BRIGHT PHOTOGRAPHIC OR GRAPHIC BACKGROUND WHITE BACKGROUND WHITE BACKGROUND

DARK PHOTOGRAPHIC OR GRAPHIC BACKGROUND BLACK BACKGROUND MEO BLUE BACKGROUND

3.1.3 Application on backgrounds

When applying the logo MEO, choose the version that provides the highest contrast
with the background, preserving it’s chromatic integrity.

3. COMMERCIAL BRANDS - PAGE 35

PROTECTION AREA MINIMUM SIZE

2X

PRINT SCREEN

10 mm 37pixels

2X 2X 2X

3.1.4 Protection area and minimum size

To preserve the integrity and legibility of the MEO logo it was established a:
- protection area regarding other graphic elements;
- minimum dimensions for reproduction.
Its limits were determined on the measurement X (vertical stem of the “M” and the
horizontal stem of the “E”).
Minimum dimensions for reproduction were settled to guarantee the logo legibility.
These limits were calculated regarding the logo’s shape and the different
reproduction media.
3. COMMERCIAL BRANDS - PAGE 36
 Use of outlines, frames Element alteration, Incorrect use of fonts Using the tag or a box as a
or visual effects removal or addition “container”

Changing the elements Incorrect use of the colours Distortion (horizontal, Use of watermarks
placement or proportion vertical or perspective) or “tints”

3.1.5 Incorrect usage

Changing the logo harms the coherence and perception of its identity, These figures are merely examples and serve only as a guide to the restrictions on
compromising its goals. The logo must always be applied in a conscious way, the use of the MEO logo.
respecting its integrity.

3. COMMERCIAL BRANDS - PAGE 37

BLACK WHITE MEO BLUE
CMYK 0-0-0-100 CMYK 0-0-0-0 CMYK 100-0-20-10
RGB 0-0-0 RGB 255-255-255 RGB 0-153-171
PANTONE Black C WEB #ffffff PANTONE 3135 C
WEB #00000 RAL 9016 Traffic white WEB #0099AB
RAL 9005 Jet black VINIL 3M Scotchcal 100-10 REF. TINTA Hempel Portugal, Lda.
VINIL 3M Scotchcal 100-12 Hempatone Extra 58910/3P104
Hempalux AL Agua Acetinado 58352/3P104
Hempalux AL Agua Brilhante 58352/3P104
VINIL 3M 3630 - 11945 / Oracal
Série 851/951-553 Lagoon

3.1.6 Main colours for backgrounds and environments

The main colours of MEO are black, white and MEO blue.
They must be used in backgrounds and environments.
Any colour model that is not included in this manual must use Pantone as a
reference.

3. COMMERCIAL BRANDS - PAGE 38

LIGHT BLUE MEDIUM BLUE DARK BLUE LIGHT GREY DARK GREY
CMYK 65-0-15-0 CMYK 100-20-0-50 CMYK 90-15-0-85 CMYK 0-0-0-25 CMYK 0-0-0-65
RGB 59-194-215 RGB 0-88-132 RGB 0-46-72 RGB 199-200-202 RGB 122-122-125
PANTONE 311 C PANTONE 7469 C PANTONE 546 C PANTONE 421 C PANTONE 424 C
WEB #3BC2D7 WEB #005884 WEB #002E48 WEB #C7C8CA WEB #7A7A7D
RAL (sem referência) RAL 5001 Green Blue RAL 5011 Steel Blue RAL 7040 Window grey RAL 7012 Basalt grey
VINIL 3M Scotchcal 100-602 VINIL 3M Scotchcal 100-003 VINIL 3M Scotchcal 100-27 VINIL 3M Scotchcal 100-384 VINIL 3M Scotchcal 100-706

100% LIGHT BLUE

CMYK 65-0-15-0
RGB 59-194-215
WEB #3BC2D7

PINK YELLOW GREEN PURPLE

MEDIUM BLUE
CMYK 0-100-25-5 CMYK 9-0-90-0 CMYK 75-0-80-0 CMYK 40-80-0-0 CMYK 100-20-0-50
RGB 201-0-98 RGB 231-230-0 RGB 58-169-88 RGB 166-63-204 RGB 0-88-132
PANTONE 214 C PANTONE 395 C PANTONE 354 C PANTONE 2582 C WEB #005884

WEB #C90062 WEB #E7E600 WEB #3AA958 WEB #A63FCC

RAL 4010 Telemagenta
VINIL 3M Scotchcal 100-454
RAL 1016 Sulfur yellow RAL 6423 Traficc green RAL 4008 Signal violet
VINIL 3M Scotchcal 100-385 VINIL 3M Scotchcal 100-122 VINIL 3M Scotchcal 100-265 0% DARK BLUE
CMYK 90-15-0-85
RGB 0-46-72
WEB #002E48

3.1.6 Complementary colours for backgrounds and environments

The purpose of MEO’s complementary colours is to create flexible layouts Any colour model that is not included in this manual must use Pantone
and graphics in communication pieces, as well as internal documents. as a reference.

3. COMMERCIAL BRANDS - PAGE 39

PT ENDORSEMENT PROPORTION PT ENDORSEMENT LOCATION

h = height

The PT logo must be less than or equal to the height of the MEO logo.

h (maximum)

The polychromatic version of the PT endorsement logo for the MEO brand
has two colour model variants:
- CMYK colour model (four colour process)
- PMS colour model (pantone)

The PMS variant is made from two direct colours (pantone 3135 and
black) and must always be used whenever four colour reproduction is not
necessary.

MEO logo on the left MEO logo on the right

3.1.7 PT endorsement
In order to reinforce the MEO brand credibility, the use of the PT endorsement is The endorsement must be placed on the opposite side of the MEO logo, as shown
always recommended. above.
When it is necessary to use the PT endorsement near the MEO logo, the proportion
must be adjusted to the medium and layout being developed.
The proportion between the two logos should never exceed the fixed limit.
3. COMMERCIAL BRANDS - PAGE 40
MEO.
This is the written form.
Thank you!

3.1.8 Written form

In every title, subtitle or text, the name MEO is always written in uppercase.

3. COMMERCIAL BRANDS - PAGE 41

MEO Text
MEO TEXT LIGHT

MEO type!

MEO TEXT REGULAR

CHARACTERS
MEO type!
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ MEO TEXT BOLD

MEO type!

NOTE:
If it’s not possible to use the main and secondary typeface in digital
multiplatform applications, chapter 4 in this manual presents alternative
typefaces.

3.1.9 Main Typography - MEO Text

The main font type used in the communications of MEO brand is MEO Text. In order to maintain coherence among all communication material, we recommend
It has the characteristics needed for the creation of legible and clear the use of the following weights: Light, Regular and Bold.
communication messages.

3. COMMERCIAL BRANDS - PAGE 42

Calibri
CALIBRI REGULAR

MEO type!

CHARACTERS
CALIBRI BOLD
abcdefghijklmnopqrstuvwxyz MEO type!
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ

NOTE:
If it’s not possible to use the main and secondary typeface in digital
multiplatform applications, chapter 4 in this manual presents alternative
typefaces.

3.1.9 Secondary Typography - Calibri

If there is a need for a default font type, for use in internal applications Its versatile characteristics allow it to be used successfully on printed and digital
or presentations of MEO brand , it is recommend the use of Calibri. media. It is recommend the use of Regular and Bold weights (and their italic
variations).

3. COMMERCIAL BRANDS - PAGE 43

3.2.1 Logo
The PT Empresas logo consists in two distinct elements: The logo should not be redesigned or adapted under any circumstance and must
- the combination of the frame with the circles forming a symbolic institutional always be reproduced from high quality artworks.
association;
- the text consisting in the prefix “PT” combined with the name “Empresas”.

3. COMMERCIAL BRANDS - PAGE 44

POLYCHROMATIC VERSION - MAIN VERSION MONOCHROMATIC VERSIONS

POSITIVE NEGATIVE

SPECIAL VERSION ONLY FOR USE IN MERCHANDISING

POSITIVE NEGATIVE

These versions can only be used in merchandising printing when it is impossible to use the original
version.

3.2.2 Colour versions

Five colour versions of PT Empresas brand were established: The monochromatic versions should only be used when the use of colours is limited
A polychromatic version (main), two monochromatic versions (black) in positive or when the method of reproduction has low resolution like a fax or photocopier.
and negative and two special versions for use in merchandising (PT Empresas blue), The special versions for the application in merchandising can only be used when it
in positive and negative. is impossible to use the main version.

3. COMMERCIAL BRANDS - PAGE 45

BRIGHT PHOTOGRAPHIC OR GRAPHIC BACKGROUND WHITE BACKGROUND - ONE COLOUR PT BLUE BACKGROUND

DARK PHOTOGRAPHIC OR GRAPHIC BACKGROUND BLACK BACKGROUND - ONE COLOUR PT BLUE BACKGROUND - ONE COLOUR

3.2.3 Application on backgrounds

The background examples illustrated above provide the preview of the colour
behaviour. Don’t use them as a reference for the background shape.

3. COMMERCIAL BRANDS - PAGE 46

PROTECTION AREA MINIMUM SIZE

X X PRINT SCREEN

CAP HEIGHT 16 pixels

3.5 mm

X X

3.2.4 Protection area and minimum size

To preserve the integrity and legibility of the PT Empresas logo it was established To preserve the legibility of the PT Empresas logo it was established a minimum size
a protection area regarding other graphic elements. Its limits were determined on for reproduction. These limits were calculated regarding the logo’s shape and the
“Cap Height”, the height of the capital letters of the “PT Empresas” name. different reproduction media.

3. COMMERCIAL BRANDS - PAGE 47

 Use of outlines, frames Incorrect use of fonts Element alteration, Distortion (horizontal,
or visual effects removal or addition vertical or perspective)

Changing the elements Incorrect use of the colours Use of watermarks Creation of new versions
placement or proportion or “tints” or expressions

3.2.5 Incorrect usage

Changing the logo harms the coherence and perception of its identity, These figures are merely examples and serve only as a guide to the restrictions on
compromising its goals. The logo must always be applied in a conscious way, the use of the PT Empresas.
respecting its integrity.

3. COMMERCIAL BRANDS - PAGE 48

 PT EMPRESAS BLUE BLACK
CMYK 100-0-20-10 CMYK 0-0-0-100
RGB 0-153-171 RGB 0-0-0
PANTONE 3135 C PANTONE Black C
WEB #0099AB WEB #00000
REF. TINTA Hempel Portugal, Lda. RAL 9005 Jet black
Hempatone Extra 58910/3P104 VINIL 3M Scotchcal 100-12
Hempalux AL Agua Acetinado 58352/3P104
Hempalux AL Agua Brilhante 58352/3P104
VINIL 3M 3630 - 11945 / Oracal
Série 851/951-553 Lagoon

3.2.6 Main colours for backgrounds and environments

The main colours of PT Empresas are PT Empresas blue and the black.
Any colour model that is not included in this manual must use Pantone
as a reference.

3. COMMERCIAL BRANDS - PAGE 49

 100%

LIGHT BLUE

LIGHT BLUE MEDIUM BLUE DARK BLUE GREY GRAFITE

CMYK 65-0-15-0 CMYK 100-20-0-50 CMYK 90-15-0-85 CMYK 0-0-0-85
RGB 59-194-215 RGB 0-88-132 RGB 0-46-72 RGB 76-76-78
PANTONE 311 C PANTONE 7469 C PANTONE 546 C PANTONE 432 C
WEB #3BC2D7 WEB #005884 WEB #002E48 WEB #4C4C4E
RAL (sem referência) RAL 5001 Green Blue RAL 5011 Steel Blue RAL 7016 Anthracite grey
VINIL 3M Scotchcal 100-602 VINIL 3M Scotchcal 100-003 VINIL 3M Scotchcal 100-27 VINIL 3M Scotchcal 100-012
MEDIUM BLUE

0%

DARK BLUE
PINK YELLOW GREEN PURPLE
CMYK 0-100-25-5 CMYK 0-35-100-0 CMYK 35-0-100-0 CMYK 75-100-0-5
RGB 201-0-98 RGB 231-176-18 RGB 190-214-0 RGB 110-37-133
PANTONE 214 C PANTONE 1235 C PANTONE 382 C PANTONE 2603 C NOTE:
WEB #C90062 WEB #E7B012 WEB #BED600 WEB #6E2585 It is only possible to construct gradients with
RAL 4010 Telemagenta RAL 1028 Melon yellow RAL (sem ref. em catálogo) RAL (sem ref. em catálogo) the combination of PT blue and/or other blues
VINIL 3M Scotchcal 100-454 VINIL 3M Scotchcal 100-25 VINIL 3M Scotchcal 100-449 VINIL 3M Scotchcal 100-265 of the complementary palette.

3.2.6 Complementary colours for backgrounds and environments

The purpose of PT Empresas’s complementary colours is to create flexible layouts Any colour model that is not included in this manual must use Pantone
and graphics in communication pieces, as well as internal documents. as a reference.

3. COMMERCIAL BRANDS - PAGE 50

VERTICAL ALIGNMENT - DARK BACKGROUND HORIZONTAL ALIGNMENT - DARK BACKGROUND

VERTICAL ALIGNMENT - BRIGHT BACKGROUND HORIZONTAL ALIGNMENT - BRIGHT BACKGROUND

3.2.7 Signature
The brand signature “IMAGINE. É POSSÍVEL” has two possible alignments: The signature is composed by Co Text Bold font in uppercase and its color is the
vertical and horizontal. PT EMPRESAS Blue.

3. COMMERCIAL BRANDS - PAGE 51

PT ENDORSEMENT PROPORTION PT ENDORSEMENT LOCATION

h = height

The PT logo must be less than or equal to the height of the PT Empresas.

h (maximum)

The polychromatic version of the PT endorsement logo for the PT Empresas

brand has two colour model variants: PT endorsement logo placed PT endorsement logo placed opposite to
- CMYK colour model (four colour process) opposite to the logo PT Empresas on the logo PT Empresas on the bottom right
- PMS colour model (pantone)
the top right of the layout. of the layout.
The PMS variant is made from two direct colours (pantone 3135 and black)
and must always be used whenever four colour reproduction is not necessary.

3.2.8 PT endorsement
In order to reinforce the PT Empresas brand credibility, the use of the
PT endorsement is always recommended.
When it is necessary to use the PT endorsement near the PT Empresas, the
proportion must be adjusted to the medium and layout being developed.
The proportion between the two logos should never exceed the fixed limit.
The endorsement must be placed on the opposite side of the PT Empresas,
as shown above.

3. COMMERCIAL BRANDS - PAGE 52

PT Empresas.
This is the written form.
Thank you!

3.2.9 Written form

In every title, subtitle or text, the name PT Empresas is always written in uppercase/
lowercase.

3. COMMERCIAL BRANDS - PAGE 53

Co Text
CO LIGHT

PT Empresas type!

CO REGULAR

CHARACTERS
PT Empresas type!
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ CO BOLD

PT Empresas type!

NOTE:
If it’s not possible to use the main and secondary typeface in digital
multiplatform applications, chapter 4 in this manual presents alternative
typefaces.

3.2.10 Main Typography - Co Text

The main font type used in the communications of PT Empresas is Co Text from In order to maintain coherence among all communication material, we recommend
Dalton Maag. It has the characteristics needed for the creation of legible and clear the use of the following weights: Light, Regular and Bold.
communication messages.

3. COMMERCIAL BRANDS - PAGE 54

Calibri
CALIBRI REGULAR

PT Empresas type!

CHARACTERS
CALIBRI BOLD
abcdefghijklmnopqrstuvwxyz PT Empresas type!
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ

NOTE:
If it’s not possible to use the main and secondary typeface in digital
multiplatform applications, chapter 4 in this manual presents alternative
typefaces.

3.2.10 Secondary Typography - Calibri

If there is a need for a default font type, for use in internal applications Its versatile characteristics allow it to be used successfully on printed and digital
or presentations of PT Empresas , it is recommend the use of Calibri. media. It is recommend the use of Regular and Bold weights (and their italic
variations).

3. COMMERCIAL BRANDS - PAGE 55

4. ALTERNATIVE TYPOGRAPHY
IN DIGITAL ENVIRONMENT
Typography coherence is an essential element to preserve the brand’s image.
This chapter presents alternative typefaces for MEO Text, Co Text, Calibri and Myriad Pro
for different operating systems and digital platforms.

The alternative typefaces should be applied in mobile, television and computer applications.
These rules do not apply to websites.

4. ALTERNATIVE TYPOGRAPHY IN DIGITAL ENVIRONMENT - PAGE 56

Helvetica
HELVETICA NEUE LIGHT

Light

Neue
HELVETICA NEUE ROMAN

Roman
CHARACTERS
HELVETICA NEUE BOLD
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ

4.1 iOS and OS X operating system - Helvetica Neue

The alternative typography for MEO Text, Co Text, Calibri e Myriad Pro in iOS and
OS X operating systems is Helvetica Neue.

4. ALTERNATIVE TYPOGRAPY IN DIGITAL ENVIRONMENT - PAGE 57

 ROBOTO LIGHT

Roboto Light
ROBOTO ROMAN

Roman
CHARACTERS
ROBOTO BOLD

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ

4.2 Android operating system - Roboto

The alternative typography for MEO Text, Co Text, Calibri e Myriad Pro in Android
operating system is Roboto.

4. ALTERNATIVE TYPOGRAPY IN DIGITAL ENVIRONMENT - PAGE 58

Open Sans
OPEN SANS LIGHT

Light
OPEN SANS ROMAN

Roman
CHARACTERS
OPEN SANS BOLD
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ

4.3 Linux and Windows Media Room operating system - Open Sans
The alternative typography for MEO Text, Co Text, Calibri e Myriad Pro in Linux and
Windows Media Room operating system is Open Sans.

4. ALTERNATIVE TYPOGRAPY IN DIGITAL ENVIRONMENT - PAGE 59

Segoe UI
SEGOE UI LIGHT

Light
SEGOE UI ROMAN

Roman
CHARACTERS
SEGOE UI BOLD
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ

4.4 Windows Mobile operating system - Segoe UI

The alternative typography for MEO Text, Co Text, Calibri e Myriad Pro in Windows
Mobile operating system is Segoe UI.

4. ALTERNATIVE TYPOGRAPY IN DIGITAL ENVIRONMENT - PAGE 60

Segoe UI
SEGOE UI LIGHT

Light
SEGOE UI ROMAN

Roman
CHARACTERS
SEGOE UI BOLD
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ

4.5 Windows Desktop operating system - Segoe UI

The alternative typography for MEO Text, Co Text, Calibri e Myriad Pro in Windows
Desktop operating system is Segoe UI.

4. ALTERNATIVE TYPOGRAPY IN DIGITAL ENVIRONMENT - PAGE 61

2015 | DCC/GEM