World Design Protocol

Our logomark is the core representation of our brand identity. Always use the logo in its original form and maintain clear space around it to ensure visibility and impact. Modifications, distortions, or use of unauthorized colors can compromise its integrity.

Our wordmark is a key component of our brand's visual identity, working in harmony with the logo symbol to communicate our name with clarity and style. Alterations, stretching, or applying unapproved effects to the wordmark is not permitted.

The logo lockup combines both the logo symbol and wordmark into a unified design, representing our brand in its most complete form. This lockup should always be used as provided, maintaining proper proportions, spacing and alignment between the elements. Avoid separating, rearranging, or resizing components independently. Always refer to the guidelines for size, spacing and placement to preserve its integrity.

Clearspace is the minimum spacing between the logo and any other elements in a layout. The width of the “o” in world defines the clearspace surrounding the logo

Create a Gradient (PDF Tutorial)

• The World gradient is an important element used in the core brand system. It conveys hope and optimism and can be used as a recognizable brand asset when used as a backdrop.
• It should only be used in the designated colors.
• The gradient must be created as a bitmap and then colorized, ensuring the bitmap resolution follows the guidelines in the following pages.

Gradient - Resolution

Lausanne is a sophisticated, modernist sans-serif font that is extremely versatile for text and display purposes. It stands alongside the classic great sans-serifs while integrating the particularities of digital typography. It is the only font used in the World brand.

Weights

Below are the three weights of Lausanne used throughout the World brand. They are the foundation of all content and any exceptions or additions must be approved internally.

Generally speaking, the following rules can be applied to almost every typographic scenario within the brand messaging.

Body copy and long sections of text are set in the 300 weight. Headlines and large display type are set in the 400 weight, while smaller subheads and titles are set in 450 to maintain boldness while slightly smaller than main headlines.

Leading & Tracking

Alignment

The Tiempos Collection is a modern serif family for editorial typography. Tiempos Headline is designed for larger headline sizes, striking a balance between practicality and elegance. 

Weights

Below are the two weights of Tiempos Headline used throughout the World brand. Any exceptions or additions must be approved internally.

Tiempos Headline is our secondary typeface, used in a few specific cases only, mostly when the brand speaks directly to the user and wants to create a sense of proximity.

Usage can be for advertising, merchandising and some screens in UX.
All content and any exceptions or additions must be approved internally.

Font Role

Social Media Posts, Campaigns, Exclusivity

Tiempos is adding a human touch and direct voice to the brand’s visual language. It’s ideal for creating a warm, approachable and elevated tone in specific scenarios when the intention is to communicate more intimately with users.

We use the Noto font alongside our primary Latin typefaces to ensure comprehensive support for all non-Latin scripts. Noto was chosen for its extensive coverage of global languages, offering consistent and visually harmonious typography across diverse scripts, including Chinese, Arabic, Cyrillic and Japanese.

This approach allows us to maintain brand consistency and inclusivity, ensuring our communication reaches users worldwide in their native scripts, without compromising readability or aesthetic coherence.

The grid is one of the most important tools in the design system. It is essential for all layouts and compositions and should be used at all times. Whether it is a 2, 4, 6, or 8 column grid depends on the size of the artboard and the number of elements within it, but all elements in a composition should be aligned to the underlying grid and spaced proportionally to the margins.

Internal materials

For all internal materials and branded collateral, where the logo appears with other assets and content, the logo is placed in the top left corner of the layout to ensure consistency.

Solo logo

In layouts where the logo is the only element, such as video cards or certain campaigns or announcements, the logo is used in the center of the layout.

Social media profiles

Logo on gradient

When the logo is placed on the gradient backdrop, it should always be placed in the light area to not interfere with readability.

Each of the main World products has an illustration associated with it, derived from the nature of the product or its offering.

Though there are many ways to represent data, a consistent style should be applied. Outlines, geometric shapes for charts and graphs, subtle and intentional uses of fills and color are the consistent elements within data visualization graphics.

To help with identification and navigation, each product has an icon associated with it, developed as a shorthand form of its respective product illustration.

Product icons should maintain the same feel in terms of weight across different sizes. The baseline weight used is 1.0 px when the icon is set at 60 px width and when set bigger or smaller the weight should adjust to match how the baseline displays optically.