A guide as simple as our brand!

MAR 09

Index1 2 3

Understanding our brand...in three steps!

You are invited to flip through these pages anytime you want in order to get a

clear idea of our brand strategy, personality and visual guidelines.

Our brand

Positioning statement

Attributes

Personality

Logo

Color

Shapes

Typography

Photographic style

Tigo’s graphics

Co-branding

Love it.Our brand is our treasure; our most valuable asset. It helps us to differentiate

from our competitors and to build a strong emotional connection with

consumers. So we have to take good care of it.

If we follow the principles in this guide every time we work with our brand,

Tigo will be clear and consistent, and more easily recognized around the world.

For further details you may want to consult Tigo’s Identity and Communication

Guidelines.

Remember that Tigo is something we are building together so we should be the

first ones to understand it and look after our brand.

Know it. Feel it.

Let’s get started!

1Tigo’s positioning statement summarizes our attributes and aims to become the

central idea in our consumer’s mind.

When somebody asks you about our name’s origin, you should know that Tigo comes from the Spanish

word "contigo", which means “with you”.

Our name also includes the English verb "go", which captures the whole attitude and energy of the brand.

“Say my name!”

Our brand is more than a logo: it is everything we are and we do. Our brand is our name, our colors, the

way we speak, the services we provide.

We are our brand Tigo provides freedom to access today’s world in a simple, easy and lively manner

AttributesThey are Tigo's most important

features because they define our

essence and differentiate us from

our competitors. simple

lively

we are straightforward and clear in our statements and in what we do

with us there is no fine

print

we are close to our

customers

energetic

we are not dull,

childish, or

complicated

lively

simple

we are high-spirited

& enthusiastic

we are real &

natural

we are agile &

proactive

we are cool in a friendly way

we are

youthful and

spontaneous

we generate desirable and

inviting experiences

we are not fashionable, individualistic or

technology-oriented

we are not artificial or

unapproachable

we are easy

to understand

Personality

We...speak to each other and to our

consumers in a clear, open and

honest manner.

...are close to our customers and

always there when we are needed.

....are passionate and enthusiastic

about everything we do.

...are reachable, close to people

and perceived as local. Just like a

friend!

Our character is what makes us unique since it defines the special way we

introduce ourselves to the world.

Tigo’s personality is driven by our two key attributes (Simple & Lively), which

symbolize our spirit, the spirit of straightforward, cheerful and positive people.

“How do I look?”

No matter the occasion, the way Tigo looks is

vital for building a strong and powerful brand

image worldwide.

That’s why we must follow some principles

each time we work with our brand, to make

sure that we keep Tigo’s identity intact and at

the same time we make it look better everyday!

Keep reading and you will find out how to do

it. Go!

2Step

What you should know about Tigo

before taking this step:

• Our positioning statement

• Our attributes

• Our personality

We have a smiling brand, a brand that shows our closeness and

expresses our attributes effectively.

Nothing is more inspiring for our brand than people. People

represent all Tigo stands for: life, color, joy, energy and expression. So

as soon as we started wondering about what our logo should look

like, we couldn’t think of anything else: Tigo had to look like a person.

“Don’t you like my smile?”

Our name. Our signature.

Our logo

Pick one! Tigo’s logo can be used both in its blue version

(always over white background) and in its

white version (over Tigo blue, yellow, red or green).

Our favorite and the one we use more often is white Tigo over blue

background but you can also use any other depending on what suits the

occasion.

In case we need to print in black, both versions (white Tigo over black

background and black Tigo over white) are appropriate.

PREFFERRED White over Tigo Blue background.

Tigo Blue over white background.

OPTIONAL VERSION

White over Tigo Yellow background.

OPTIONAL VERSION

White over Tigo Red background.

OPTIONAL VERSION

White over Tigo Green background.

OPTIONAL VERSION

Black over White background.

OPTIONAL VERSION

White over Black background.

OPTIONAL VERSION

0. The logotype has only 6 elements: the four letters of the word “Tigo”, plus the smile and the eyebrow strokes. 1. Framing is not allowed.2. Don’t change element locations.3. Don’t remove any brand element.4. Respect relations among elements.5. Don’t use tones of Tigo blue on elements of the brand.6. Always respect typography.7. Don’t condense, stretch or distort the brand.8. Don’t add any new element to the brand.9. Don’t use two or more colors of our palette in the same brand application.10. Don’t tone images down, as this may diminish brand legibility. 11. On reverse versions, the logo must always be white.12. Don’t use shades of Tigo blue to highlight a part of the logo.13. Never apply the brand in outlines.14. Don’t use any color apart from Tigo blue, white or black.

2 3 4 5

6 7 8 9

1410 11 12 13

To guide you on further applications, here are some

incorrect usages of our logotype. If you see any of these,

shout as loud as you can (and then fix it).

0 1

That’s not my brand!

To keep its visual impact, our brand

needs a minimum clear space around

itself.

The central circle of the letter “o”

surrounding the logotype defines this

area and prevents visual elements or

text from invading brand space.

Likewise, the sizes in which we

reproduce our brand are very

important both to keep its visual

impact and to improve brand

perception.

The minimum size for our brand is the

one you’ve probably seen on SIM

cards and, of course, there’s no limit

for maximum sizes yet.

Sometimes the “go” fragment of our logo can be used as an independent

symbol, but only when its application is made in a proper Tigo context. This

means that we cannot use it alone if the complete Tigo brand doesn’t appear in

the same environment.

Let itbreathe!

Our symbol

For all our consumer communications, Cronos is the only typography we should

use. It has been specially selected for our brand because of its kind features and

adaptability.

We can pick any variable of the Cronos font family to make our work look

better, but we must be sure not to use too many at the same time!

Here is a brief sample of our tone of voice: informal, straightforward and friendly.

Typography Say it with colors!

The way we talk

NO OTHER COLOR COMBINATION IS ALLOWED

BLUEBLACKGRAY

WHITE(ONLY)

WHITE(ONLY)

WHITEBLACK

(ONLY)

WHITE(ONLY)

WHITE(ONLY)

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789

CRONOS MM LIGHT255WT 11OP

CRONOS MM

REGULAR

CRONOS MM BOLD700BD 11OP

CRONOS MM ITALIC250LT 72OP

CRONOS MM REGULAR

CRONOS MM REGULAR

700BD OP11

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789

done!2

one

3let’s go!me you......and us&

PLAIN - CLEAR

SMART

:hi! how are you doing?

fair | straightforward

& roundedsmooth

curvedplain

friendly

Our brand has some basic graphic elements

we can use any time we want to complement

and cheer up our communications.

These shapes may contain text, photographs

or just one Tigo color. Try different

combinations, play with them, and help us

transmit our simple and lively spirit.

rigid pointed static agressive angular

Get in shape!

TIG

O B

LUE

PAN

TON

E 27

26

C: 8

0 | M

: 60

| Y: 0

0 | K

: 00

R: 8

0 | G

: 96

| B: 1

86

Color is a crucial component of our brand’s visual identity. It is one of the things

that make us stand out from our competitors and that’s why it’s so important

to learn how to use it.

Tigo blue must always be present in all our communications, since it’s our main

color. Yellow, red and green are secondary colors, and their function is to always

accompany the leader. Keep them together!

Colorful. Simple. Plain.

TIG

O R

EDPA

NTO

NE

199

C: 0

0 | M

: 100

| Y

: 70

| K: 0

0

R: 2

30 |

G: 2

5 | B

: 80

TIG

O Y

ELLO

WPA

NTO

NE

123

C: 0

0 | M

: 30

| Y: 9

0 | K

: 00

R: 2

55 |

G: 2

15 |

B: 0

0

TIG

O’G

REE

NPA

NTO

NE

368

C: 6

5 | M

: 00

| Y: 1

00 |

K: 0

0

R: 6

5 | G

: 200

| B:

00

Let's see examples where we can use

the additional colors over blue, like

this guideline or the flags on the next

page.

Note that secondary colors can have a

fundamental role if you think about a

sequence of pieces or pieces that are

mostly blue.

In all those cases, and probably in

many others you will detect, we can

bring out all the colors we have. Get

inspired and make our brand come

alive!

Bring them

out!

BLUE COVER

SECONDARY COLORS INSIDE

Tigo’s complementary graphic is an element that improves our brand image and

shows our liveliness, youth and energy to the world.

It is built by a sequence of dots that can adopt multiple forms, so we can use it

in as many different ways as we want. We can make these graphics interact with

our photos or moving images to link characters, to connect different scenes or

work as a transition between them, to enhance picture depth or accentuate

perspective, etc. Finding new creative ways of using them is up to you!

What we must consider when working with these graphics is that they shouldn’t

interfere with some key elements of our communication, like texts or people’s

faces. And always try to use them with a clear purpose, not just as a decorative

element (see wrong usage on picture 2).

Tigo’s graphics

1 • ORIGINAL PICTURE

2 • ORIGINAL PICTURE. WRONG USAGE.

3 • ORIGINAL PICTURE. GOOD EXAMPLE.

There are two basic co-branding

situations: (1) when Tigo is only a

sponsor of an action led by another

(and we can only put our logo there);

and (2) when Tigo is the main

advertiser and we can use our design

and all our brand elements to produce

the communication piece.

Join me!

Since these pieces respond to a third party identity, our brand must be applied using a pastille. This pastille, which must only be used for this

kind of co-branding situation, ensures good visibility of our brand.

1 • Third parties communication - Tigo as a sponsor

Co-branding situations

2 • Tigo as the main advertiser There are 3 options we can manage when Tigo is the main advertiser of a co-branding situation. In all three cases our brand’s visual identity rules and the way in which we include the allied or third party brand will depend on its strategic importance: (1) we can write down the name of the associated brand (e.g. dealer) in our closure band using Cronos typography; (2) we can apply the allied brand (its logotype, symbol or both) in our closure band; or (3) we can place it out of the closure. If we need to include a photograph (e.g. a mobile phone picture from our allied brand), it could go beyond the closure band.

1

2

3

ANTELLAGENTE OFICIAL

play

Dale

a tu vida

3Step

Photography is a key element for our brand

communication. We have to know how to create, use and select pictures

that people will immediately associate

with Tigo.

simpleclick!

easy

agile

lively 1

2

3

What you should know about Tigo before taking this step:

• Our positioning statement

• Our attributes

• Our personality

• Our logo usage

• Our colors & shapes

• Our typography

1 • Pictures must be sharp with pure and bright colors.

2 • Pictures must show realistic situations, i.e., real people and real spaces.

3 • We prefer snapshots to artificial/overacted takes. We love to capture unique

moments that communicate freshness and naturalness.

4 • Close-ups must be privileged over medium and long shots, in order to get a better

approach to what we want to show.

5 • When photographing people, we must capture interaction and complicity (among them,

with a device, etc.), not just persons looking at the horizon.

6 • We must show people with a cheerful attitude, smiling or having fun.

1

4

2 3

5 6

bright

fresh

cheerful

sharp

colorful

1 • Avoid dark and gloomy pictures.

2 • Do not use filters or anything that changes the natural color of a

picture.

3 • Neither over-head shots nor distort lenses should be used, or only in

very exceptional cases.

4 • Avoid crowded pictures that prevent us from conveying an idea of

close and personal contact.

5 • Do not use pictures of deserted or empty spaces. We always need

human presence in our pictures.

6 • Do not overuse extreme long shots.

7 • Avoid using black and white pictures (historical or documental

images in black and white are allowed as exception).

8 • Avoid pictures with people not looking into the camera. Complicity

and a connection with the receiver is a must in our photographs.

9 • Avoid pictures with people showing indifferent attitude or extreme

feelings, such as euphoria, sadness, aggressiveness, etc.

Let’s take it again!A few things we must avoid in order to get a true Tigo picture:

1 2 3

4 5 6

7 8 9

1 • In extreme close-ups we must get expressive and

recognizable parts of the person or object.

2 • Portrait shots can take the whole head with part of the

torso, shoulders or neck.

3 • Tigo people (employees) make our brand alive. That’s

why they must be always captured in Tigo environments.

4 • Groups must be photographed using the closest shot

possible.

5 • Groups must be small and show people in a relaxed and

pleasant attitude. Images of crowds can only be used if

extremely necessary.

6 • Do not use trimmed images over graphic backgrounds,

they are too artificial.

People

1 2 3

4 5

6

close-up

faces

groups

friendly

relaxed

Let’s make ithappen!

So we’re almost there.

We hope you got a better understanding of Tigo's world trough this little journey.

This may be the end of a brand guide but it’s the beginning of the work we will do

together to make Tigo grow stronger, bigger and better than ever.