EDGE Brand Book Style Guidelines

BRAND BOOK
& style guide

Table of Contents / EDGE Brand Book & Style Guide Rev 4.2.18 2
01 About the Brand 03 Marketing Resources 04 Digital & Social Media

4 Introduction & Vision Statement 27 Advertising 46 Media Kit
5 History General Print Advertising 47 Social Media
Electronic Kiosks 48 Website
Google Display Ads & Google AdWords
02 Graphic Layout 30 Banners & Backdrops
Standing Banner 05 Corporate Communications
7 The EDGE Color Palette Large Banner
8 The EDGE Logo Repeating Pattern Backdrops 50 Brand Pillars
9 The EDGE Logo Colors 33 Booth Display 51 EDGE Standard Description
10 Logo Spacing 34 Brochure 52 EDGE Boiler Plate
11 Logo Sizing 36 Corporate Gifts 53 IFC Boiler Plate
12 Acceptable EDGE Logo Use 37 Email Campaigns 54 Rules for Referencing EDGE
13 Unacceptable EDGE Logo Use Green Tips 55 Tone
14 The EDGE and IFC Logo Lockup News Updates 56 Donor Acknowledgment
15 EDGE and IFC Logo Colors and Usage Technical Updates
16 EDGE and IFC Logo Spacing 38 Email Signatures
17 EDGE Typography EDGE Employees 06 Certification
19 EDGE Tagline EDGE Experts & EDGE Auditors
20 EDGE Triangular Pattern 40 Stationery 58 Certification Providers
24 EDGE Imagery 41 Videography 59 Anatomy of a Certificate
44 Demonstration Videos
07 Sales & Promotions

61 Presentations
62 Promoting EDGE-Certified Projects
01 About the Brand / EDGE Brand Book & Style Guide Rev 4.2.18 3
01 About the Brand

4 Introduction & Vision Statement
5 History
About the Brand

Introduction
The EDGE Brand Book & Style Guide provides comprehensive materials, certificates and videography, to strive for a consistent,
guidance on visuals and messaging that support one of IFC’s templated approach as much as possible. EDGE focuses on
most prominent brands. Whether the context is global or local, efficiency, so our marketing activities must mirror this as well,
a large multi-national client or a small boutique advertising pulling from a stable of products rather than reinventing what
agency, a major media announcement or a short tweet, has already been carefully designed and vetted.
protocols must be followed by everyone to protect and leverage
the EDGE brand. There is a wealth of resources that are touched upon in this
guide to support EDGE staff, certification providers and clients
The guidelines provide directions on how to display the EDGE in their outreach efforts. Additionally, training materials for
logo and triangular pattern that are essential to the visual marketing, media, and sales are carefully aligned to be in
foundation of EDGE. Examples are provided for a variety of harmony with the EDGE brand.
mediums such as conference displays, publicity and promotional
Vision Statement
IFC’s EDGE seeks to mainstream resource-efficient buildings by
combining speed with market intelligence, proving the business
case that everyone wins financially by building green.
History
EDGE was launched internationally in July of 2014 when the announced that IFC was working with China’s leading engineers
program was approved by IFC’s Board of Directors. The software and scientists to align the EDGE software with the country’s
went live in September of 2014 beginning with the Homes green building label. In August of 2017, EDGE teamed up with
typology. As early as June of 2015 other development finance Architecture 2030, the leading think tank for encouraging
institutions starting adopting EDGE, including CDC, FMO and architects to design climate-smart buildings. The collaboration
Proparco, and the Climate Bond Initiative embraced EDGE as a included modifying the EDGE software to recognize Zero Net
benchmark for assessment in the bond market. GBCI and the Carbon buildings.
consortium of thinkstep-SGS embraced EDGE as a solution for
the future, becoming global certification providers in September By the end of 2017, EDGE reached 1.5M square meters of
of 2015. registered floor space and 1.7M square meters of certified
floor space with nearly 250 accredited EDGE Experts. EDGE has
In 2016, the EDGE Champions program was born, with 21,000 followers on Twitter and 71,500 fans on Facebook.
Archetype, HOK, Perkins Eastman, Bouygues Bâtiment, and
Carlson Rezidor joining the program. In February of 2017, the
EDGE Experts program was launched, and in March it was
Launch dates for May April February

EDGE focus countries: • Costa Rica • HOK Becomes • EDGE Experts Program Launch
Launch of EDGE EDGE Champion
2014: 2016: September June June March

South Africa Philippines • South African • Indonesia • Bouygues Bâtiment • EDGE Software Aligns
Launch of EDGE Launch of EDGE Becomes EDGE Champion with China’s 3-Star
• EDGE Software • FMO, CDC and Proparco • Archetype Becomes
2015: 2017: Goes Live Adopt EDGE EDGE Champion
Costa Rica Colombia
2014 2015 2016 2017
India Ghana
Indonesia Nigeria
Vietnam July September June August
• Launch of EDGE Green • GBCI & thinkstep-SGS • Carlson Rezidor • EDGE and
Building Program Become Providers Becomes EDGE Champion Architecture 2030
July • Perkins Eastman Becomes
Collaboration
• World Green Building
Council Partnership • Climate Bond Initiative EDGE Champion
Adopts EDGE
02 Graphic Layout / EDGE Brand Book & Style Guide Rev 4.2.18 6
02 Graphic Layout
7 The EDGE Color Palette
8 The EDGE Logo
9 The EDGE Logo Colors
10 Logo Spacing
Graphic Layout
11 Logo Sizing
12 Acceptable EDGE Logo Use
13 Unacceptable EDGE Logo Use
14 The EDGE and IFC Logo Lockup
15 EDGE and IFC Logo Colors and Usage
16 EDGE and IFC Logo Spacing
17 EDGE Typography
19 EDGE Tagline
20 EDGE Triangular Pattern
24 EDGE Imagery
The EDGE Color Palette Primary Color Palette Secondary Color Palette
The EDGE Logo consists of a specific set of colors, blue and EDGE Blue EDGE Green EDGE Red EDGE Yellow
green, that are specified on the right. These two colors are the
Primary Color Palette of EDGE. The Secondary Color Palette can
be introduced when additional colors are needed for graphics,
charts and call-outs, but it must not be used without the primary
colors being dominant. The EDGE Logo may not be recolored
using the secondary palette. PANTONE® PANTONE® PANTONE® PANTONE®
2995C 360C 172C 1235C
4-Color CMYK 4-Color CMYK
CMYK CMYK CMYK CMYK
90% C 58% C 0% C 0% C
11% M 0% M 80% M 32% M
0% Y 80% Y 90% Y 90% Y
0% K 0% K 0% K 0% K
RGB and HEX RGB and HEX
R: 0 R: 146 R: 249 R: 255
G: 161 G: 186 G: 70 G: 182
B: 222 B: 93 B: 28 B: 18
HEX: 00A1DE HEX: 61C250 HEX: F9461C HEX: FFB612

The EDGE Logo

The EDGE Logo consists of a sans serif typeface, a stylized “d”
triangular grid, and the spelled-out acronym “Excellence In
Design For Greater Efficiencies.”
The EDGE Logo must not be redesigned in any way. It must not
be distorted or modified, and it must always be shown whole
and never reproduced partially.
The following pages will detail the use of the EDGE Logo, color
specifications, spacing and size requirements.
On white background
The EDGE Logo Colors EDGE Logo Colors Primary Logo Usage
The EDGE Logo consists of a specific set of colors, blue and Two-Color PANTONE®
green, specified at right. Included are color specifications for
two and four-color printing, web and digital display. The noted
colors should be used for the logo at all times.
The EDGE Logo is typically used over a white background and

may be used reversed out of a blue background as shown. PANTONE® PANTONE®
2995C 360C
Additional standards for acceptable use are detailed in the

following pages.
Four-Color CMYK
On white background
On white background
Secondary Logo Usage

CMYK CMYK
90% C 58% C
11% M 0% M
0% Y 80% Y
0% K 0% K
RGB and HEX
On blue background
On blue background
R: 0 R: 146
G: 161 G: 186
B: 222 B: 93
HEX: 00A1DE HEX: 61C250

Logo Spacing EDGE Logo Area of Isolation
In order for the EDGE Logo to be clearly legible in the context of

surrounding graphics and information, the spacing rules must be
followed.
X
No graphic element which is not part of the EDGE Logo may

be placed in the area “x” surrounding it. This area, also called
the “area of isolation,” is derived by using the EDGE Logo’s
lowercase letter height “x” as a unit of measurement. X
The grid surrounding the EDGE Logo helps to visualize the

distance and spacing protecting it in a layout for print or digital X
media.
On white background Spacing and isolation on white background
On blue background Spacing and isolation on blue background

Logo Sizing
In order for the EDGE Logo to maintain
its integrity and visibility, it should not be EDGE Logo Minimum Size in Print Minimum Web/Digital Resolution
reproduced smaller than the recommended X X
size.
X X
X X
25mm wide
175 pixels wide
To maintain legibility in print, the EDGE Logo shouldXnever appear smaller than To maintain legibility in digital media, the EDGE X
25mm wide. Logo and tagline should never be used smaller

X
than 175 pixels wide. This includes X
website
X usage, email signatures, and online and mobile X
On blue background Spacing and isolation on blue background apps.

Care should be take with raster images and

EDGE Logo Typical Sizes in Print formats (JPEG, PNG, GIF) to ensure they are
sized properly and do not appear blurry or
X
pixelated when in use.
X
30mm wide X
X
60mm wide X
On whiteX background Spacing and isolation on white background

Typical sizes for good legibilty of the EDGE Logo are shown above. The EDGE
X
Logo can be used larger than this, keeping in mind good layout principles and
use of the area of isolation grid.
X
Acceptable EDGE Logo Use

EDGE Logo on Color Field
The following are examples of acceptable EDGE Logo usage in
conjunction with color fields and photographic imagery.
These are the only acceptable colors and variations unless

otherwise specified in this manual.
If you have a special case, contact the EDGE Global Marketing

Lead for authorization at rmenes@ifc.org .01 Corporate colors on white .02 Reversed white corporate blue .03 Reversed white corporate green
.04 Corporate colors on 10% or less .05 Solid black on white can be used .06 Reversed white on black or very
screen of black only in one-color print applications dark background can be used only
such as newspapers in one-color print applications
such as newspapers
EDGE Logo on Photography
.01 Color logo on a very light .02 Reversed over dark photo .03 Reversed over approved photo tint
photographic background with
less than 20% ink coverage
Unacceptable EDGE Logo Use

This page illustrates a series of changes to the EDGE Logo which
are not allowed in any way.
.01
The EDGE Logo must not be distorted, and a shadow cannot
be applied. Its shape must always be maintained and the ratio
between elements must not be modified.
.02 .01 Do not distort the EDGE Logo by compressing horizontally, vertically or applying a shadow.
The EDGE Logo must not be used over any non-approved
colored backgrounds, or photographic backgrounds that do not
provide adequate contrast.
.03
The EDGE Logo must never be recolored or screened back in an
illegible manner that infringes on its clearspace.
Special Effects
Special effects cannot be applied to the EDGE Logo such as .02 Do not use the EDGE Logo on any low-contrast photographic or non-approved colored backgrounds.
drop shadows, 3D effects, Photoshop beveling or embossing,
posterization, distortion or recoloring that does not conform to
the identity standards.
Unacceptable Usage
Following are unacceptable uses of the EDGE logo:
• Manufacturing, selling or giving away merchandise items

bearing the EDGE logo without permission from IFC.
.03 Do not recolor, screen back or crop the EDGE Logo improperly. Be careful that the colors remain true to the standards.
• Registering any trademark, domain name, or other name that
is confusingly similar to the EDGE trademark. This includes
digital channels such as Twitter and Facebook feeds.
The EDGE and IFC Logo Lockup

The EDGE and IFC Logo lockup consists of the EDGE Logo and
the IFC Logo to be used together in a specifed manner. The
pairing should only be used in rare circumstances, as EDGE is
a stand-alone brand. Do not lock up the EDGE Logo with the
World Bank Group Logo, or feature the World Bank Group Logo
on communications without the IFC Logo embedded within it.
The logo lockup must not be redesigned in any way. It must not On white background
The following pages will detail the use of the EDGE and IFC
Logo lockup color specifications, spacing and size requirements.
On blue background
06 Certification / EDGE Brand Book & Style Guide Rev 4.2.18 15
EDGE and IFC Logo Colors and

Usage
The EDGE and IFC Logo lockup consists of the EDGE Logo and
the IFC Logo to be used together in a specifed manner.
On white background
The logo lockup must not be redesigned in any way. It must not
The EDGE and IFC Logo consists of a specific set of colors.

Included are color specifications for 4-color printing, web and
digital display. The noted colors must be used for the logo at all
times.
The EDGE and IFC Logo lockup is typically used over a white
background and may be used reversed out of a blue background
as shown.
On blue background
EDGE Logo Colors IFC Logo Color Specifications CMYK
Please refer to page 04 for the EDGE

Logo color specifications.
On white background CMYK CMYK

The IFC 4-color process specifications
are as follows: 100% C 96% C
0% M 39% M
0% Y 0% Y
0% K 73% K
On white background
On blue background
EDGE and IFC Logo Spacing

X
In order for the EDGE and IFC Logo lockup to be clearly legible
in the context of surrounding graphics and information, the
spacing rules must be followed.
X
No graphic element which is not part of the EDGE and IFC Logo X
lockup may be placed in the “x” area surrounding it. This area,
also called the “area of isolation,” is derived by using the EDGE
Logo’s lowercase letter height “x” as a unit of measurement. X
Spacing and isolation on white background

The grid surrounding the EDGE and IFC Logo lockup helps to
visualize the distance and spacing surrounding it in a layout for
print or digital media.
X
X
X
Spacing and isolation on blue background

EDGE Typography ABCDEFGHIJKLMNOPQRSTUVWXYZ
Aa
Frutiger Light
Primary Typeface
abcdefghijklmnopqrstuvwxyz
The primary typeface chosen to convey the 1234567890!@#$%^&*()
EDGE identity is Frutiger, which is the preferred
typeface on all EDGE materials.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Aa
Frutiger Light Italic
To create a clean, cohesive appearance, the use
of no more than two different typeface families
in a document is recommended. This includes 1234567890!@#$%^&*()
design elements such as callouts and photo
captions.
Aa
Frutiger Roman
This primary typeface is available in three
weights: light, roman and bold. For every
weight an italic version is also available. 1234567890!@#$%^&*()
Aa
Frutiger Italic
1234567890!@#$%^&*()
Aa
Frutiger Bold
1234567890!@#$%^&*()
Aa
Frutiger Bold Italic
1234567890!@#$%^&*()
EDGE Typography ABCDEFGHIJKLMNOPQRSTUVWXYZ
Aa
Verdana
Secondary Typeface
Frutiger is the preferred typeface on all EDGE 1234567890!@#$%^&*()
materials. When Frutiger is not available, the
secondary typeface chosen to convey the EDGE
Aa
identity is the typeface Verdana. Verdana Italic
This typeface is available in two different
weights: regular and bold. All the weights 1234567890!@#$%^&*()
are available in italic.
Aa
It is advisable to use this font in online and Verdana Bold
electronic media. This font has been chosen
as a secondary typeface because it is clearly
legible, both on printed and digital materials, 1234567890!@#$%^&*()
and because it is a default font available on
most devices.
Aa
Verdana Bold Italic
1234567890!@#$%^&*()
EDGE Tagline
The tagline, which appears consistently on
GREEN BUILDINGS EDIFICIOS VERDES
para un planeta
más inteligente
the cover of all EDGE brochures, was chosen
when EDGE first launched in 2014 to clarify the
for a smarter world
following:
Tagline Fonts Justification and Line Length
.01
EDGE is a product and program for green The “Green Buildings” portion of the tagline is set in Frutiger Light, all caps. The EDGE tagline is set left justified. When space is limited the
buildings, which does not appear in the The “For A Smarter World” portion of the tagline is set in Frutiger Black, all caps. tagline can be stacked, as demonstrated above.
spelled-out acronym of “Excellence in Design It is acceptable to set the tagline in either brand color, EDGE Green or EDGE Blue, or white
for Greater Efficiencies.” when reversed out of either brand color.
.02
The international scope of EDGE.
Translations
.03
Occupants are increasingly becoming more The tagline has been translated into several languages, with slight alterations to ensure the meaning is conveyed well:
aware of the benefits of green buildings and
creating growing demand for them. In the Spanish: Portuguese: Vietnamese: Turkish:
recent past, buildings were built conventionally EDIFICIOS VERDES CONSTRUÇÕES SUSTENTÁVEIS CÔNG TRìNH XANH YEŞİL BİNALAR
without respect to either the environment or PARA UN PLANETA MÁS INTELIGENTE PARA UM MENDO MELHOR Vì MÔT THÊ´ GIÓI VĂN MINH DAHA AKILLI BİR DÜNYA İÇİN
˙
the comfort of those who would occupy them.
Buildings designed with EDGE break from this Indonesian: Chinese:
tradition. BANGUNAN HIJAU
UNTUK DUNIA YANG LEBIH CERDAS
Special Applications
When used as a single line of text the tagline is set in Frutiger Roman, all caps.
GREEN BUILDINGS FOR A SMARTER WORLD

The EDGE Triangular Pattern Amount & Position
The following pages illustrate the rules that define proper use of
the EDGE triangular pattern.
The following four rules: Amount & Position, Orientation &

Alignment, Scale & Line Weight, and Colors need to be applied
consistently across an entire design whether it’s a single item or
multi-page collateral.
Amount & Position <30% CONSTRUCCIÓN

The pattern must be used sparingly to reinforce the brand. It SOSTENIBLE Y
should never distract from the messaging or primary visual(s). EDGE: INTRODUCCIÓN
The pattern should never occupy more than 30% of the total
surface area.
Y DEMO
If the triangular pattern appears in multiple places across the

same surface it must remain on the same grid with uniform
spacing.
The pattern must not be positioned over any messaging. Only DO use the pattern sparingly on less than 30% of the total surface area. DO keep the pattern behind all messaging.
the angular color fields are behind the pattern. DO maintain the same grid with uniform spacing.
CONSTRUCCIÓN
SOSTENIBLE Y
EDGE: INTRODUCCIÓN
Y DEMO
DO NOT over use the pattern. DO NOT position the pattern over any messaging.
The EDGE Triangular Pattern Orientation & Alignment
(Continued).
Orientation & Alignment

The pattern pieces must always be oriented in the same
direction as they appear within the EDGE Logo.
X
The pattern must be positioned in such a way that it aligns with
the color field backgrounds.
On white background Spacing and isolation on white backgr
DO keep the pattern pieces facing correctly. DO keep the pattern aligned with the background colors.
On blue background Spacing and isolation on blue backgro
DO NOT change the orientation of the pattern pieces. DO NOT misalign the pattern to the background color fields.
The EDGE Triangular Pattern Scale & Line Weight
(Continued).
X
Scale & Line Weight

The size of the pattern should not be smaller than five times the X
pattern found in the EDGE Logo used within the same design. X
On white background X Spacing and isolation on white background

Logo Size 800% Within the 500%
The size of the pattern should not exceed eight times the Triangle Piece Logo Size Logo Size
Acceptable Rage
pattern found in the EDGE Logo used within the same design. X
X
X
X
X
The pattern’s line weight scales directly with the pattern. On blue background X Spacing and isolation on blue background
A 10 mm wide triangle has a line weight of 0.025 mm thick.

If the pattern is doubled in size the line weight must double as
X 10 mm Line weight = 0.025 mm
well.
X
For example: On blue background Spacing and isolation on blue background
A 10 mm wide triangle has a line weight 0.025 mm thick.

A 20 mm wide triangle has a line weight 0.05 mm thick.
A 100 mm wide triangle has a line weight 0.25 mm thick. DO keep the triangular pattern shapes within 5 to 8 times the size DO maintain the ratio of the width of the triangles to the line
of the triangle in the EDGE Logo that appears within the same design. weight. (10 mm wide = 0.025 mm thick)
X
DO NOT make the triangles smaller or larger than the acceptable range. DO NOT use a line weight that is not the correct ratio to
the triangle width.
X

The EDGE Triangular Pattern Colors
(Continued).
Colors
When the pattern is used over the EDGE Blue color field the line
color is 40% of the EDGE Blue.
When the pattern is used over the EDGE Green color field the
line color is 40% of the EDGE Green.
When the pattern is used over a white background the line color
OR
can be 40% of the EDGE Blue or 40% of the EDGE Green. The
chosen color must remain consistent across the entire design.
DO use 40% of the EDGE Blue for the line DO be consistent with the line color used on a DO use 40% of the EDGE Green for the
color on an EDGE Blue background. white background. line color on an EDGE Green background.
DO NOT use 40% of the EDGE Green for DO NOT mix line colors on a white background. DO NOT use 40% of the EDGE Blue for the
the line color on an EDGE Blue background. line color on an EDGE Green background.
EDGE Imagery
When choosing photographic images to
represent EDGE, always keep the following in
mind:
• EDGE is a B2B operation that certifies

projects, not companies. Our clients in turn
market their buildings either B2B or B2C.
For this reason, images of buildings are most
relevant.
• Images of buildings must be either hi-res

models or actual photographs, but cannot
show the building under construction.
• Selected photos of buildings should show

resource efficiency systems and solutions
whenever possible, and should avoid
showing high-end luxury or swimming
pools reflecting an intense consumption of
resources.
• Whenever possible, include photos of people

using buildings, even if they are in models.
As more and more buildings that have
received a preliminary EDGE certificate are
built and become occupied, we can begin to
utilize people in images more often.
If one photo is to be used for EDGE, use the

“swoosh” shot, which is indicated bottom
right.
EDGE Imagery
(Continued).
The iconic EDGE Blue tinted skyline of São

Paulo shown at right is the only approved
blue tinted image to be used for corporate
communications.
City-specific skylines may be used in color, and

will be provided to new and existing regions
who wish to utilize these assets. Singular approved blue-tinted EDGE skyline image
Examples of region-specific color skyline images

03 Marketing Resources / EDGE Brand Book & Style Guide Rev 4.2.18 26
03 Marketing Resources
27 Advertising
General Print Advertising
Electronic Kiosks
Google Display Ads & Google AdWords
Marketing Resources
30 Banners & Backdrops
Standing Banner
Large Banner
Repeating Pattern Backdrops
33 Booth Display
34 Brochure
36 Corporate Gifts
37 Email Campaigns
Green Tips
News Updates
Technical Updates
38 Email Signatures
EDGE Employees
EDGE Experts & EDGE Auditors
40 Stationery
Letterhead
41 Videography
44 Demonstration Videos
Advertising
General Print Advertising
Templates for both vertically and horizontally-
formatted advertisements have been developed
(see examples).These templates can be adjusted
to any proportion to suit each use case. EDGE makes it faster, easier
EDGE makes it faster,
and more affordable than ever
easier and more affordable
Never attempt to recreate an advertising before to build and brand
than ever before to build
green in nearly 140 countries,
template. and brand green in nearly including Ghana.
140 countries.
Primary visual elements consist of: The free EDGE software empowers you
edgebuildings.com
– IFC Logo. to determine the most cost-effective options
for your building’s resource-efficient design.
– Signature blue skyline with triangular pattern. GREEN BUILDINGS FOR A SMARTER WORLD
– White wedge-shaped clearspace with EDGE

edgebuildings.com
Logo. Horizontal format
– Footer in EDGE Green with tagline.
GREEN BUILDINGS FOR A SMARTER WORLD
Typographic rules at standard sizes

are as follows: Vertical format
A. Headline, Frutiger Roman, 33 pt with a 43 pt
leading, set in white.
B. Body Copy, Frutiger Roman, 18 pt with a 28

pt leading, set in white.
C. URL, Frutiger Roman, 22 pt, set in white.
D. Tagline, Frutiger Roman, 20 pt, set in white.

Advertising
Electronic Kiosks
A marketing campaign has been created
for electronic kiosks, which are displayed at
IFC’s headquarters but can be re-purposed as
needed.
The following examples show a sampling of the

campaign’s messaging.
Specifications
Dimensions: 22 X 28 inches
File format: jpeg
File size: no larger than 2MB
Type size: no font size smaller than 15 pt.
Advertising
Google Display Ads Google Display Ad Example
A Google Display Ad campaign can be customized
at the country level. The ad dynamically transitions
with the messaging as specified, coming to rest
after the fourth frame, when the logo appears (in
the fifth frame).
Google Display Ads can be used for retargeting

campaigns, so that after a visitor leaves a country-
Screen shots of time-lapse
specific landing page, the ads will appear on any
sites that he/she may visit that are part of the
Google Display Network (90% of all websites).
Frequency of retargeting and length of the
campaign can be carefully controlled.
Google AdWords Example Results
Google AdWords
Google AdWords campaigns have been developed
based on certain topics, including EDGE
certification, green buildings, green building
certification, green building software, energy-
efficient design, and EDGE Experts. Keywords
have been rigorously analyzed for performance.
Campaigns can be designed at the global or
country level, at virtually any level of investment,
and are available in English, Portuguese, Spanish
and Vietnamese.
In English, we have set up four allowable extensions

for each ad that take the user (upon click through)
to either the EDGE App, EDGE Experts, certify page,
or Green Tips. On the right is an example from our
South Africa campaign that is based on an actual
search on the keywords “green buildings.”
Banners & Backdrops

Standing Banner
Following are examples using the template for
standing banners (also called “standees” or
“pull-up banners”) that bring attention to the
relationship between IFC’s EDGE and the local
certification provider.
At least two banners must be produced in each

target country. The banners can be translated
into other languages as well.
GREEN BUILDINGS GREEN BUILDINGS GREEN BUILDINGS

for a smarter world for a smarter world for a smarter world
In association with In association with
Generic format Certifier-specific format Certifier-specific format

Banners & Backdrops

Large Banner
Large banners allow the branding of entire
walls and are ideal for outdoor event spaces to
bring strong attention to the brand.
Primary elements consist of:

– EDGE and IFC Logo lockup.
– Signature blue skyline with triangular pattern.
– The call to action in large lettering. Large Banner Example
– The URL for the EDGE website.
Banners & Backdrops

Repeating Pattern Backdrops
Backdrops provide an opportunity for greater
media coverage during various types of events.
When space or line-of-sight is at a premium a

backdrop with a repeating logo pattern ensures
the greatest visibility.
The standard repeating backdrop consists of

the EDGE and IFC Logos.
These backdrops can also bring attention to the

Repeating format: EDGE & IFC Logos Repeating format: EDGE & Certifier
relationship between EDGE and a certifier (as
shown).
Booth Display
Artwork has been created for a booth that
can be altered to suit different dimensions
depending on conference requirements. The edgebuildings.com
graphics bring strong attention to the brand
with the call to action in large lettering.
Artwork at 1/2 scale(50%): 1mm = 2mm — Final art: 2M WIDE X .25M TALL (Fascia Panel)
Booth Header
Certifier logos and the website are also
included in this example, where the left-hand
and right-hand parts of the banner serve as the
respective walls, and the central section is the
back of the booth.
Booth Panel: Left Booth Panel: Center Booth Panel: Right

Brochure
The EDGE brochure is a 16-page, self-cover
document that should be printed for hand-out
purposes and also displayed digitally within the
Edge
Brochure section on the EDGE website. The IS THE SOLUTION
In today’s competitive world, property developers are trying their best to
brochure can be translated into the respective Edge

build sustainably. Resource-efficient buildings clearly have impact, from
the corporate bottom line to a homeowner’s pocket. But how does a
developer confidently capture this value while gaining brand
recognition? DRIVES RESULTS
The EDGE-certified Citra Towers Kemayoran in Jakarta by PT Ciputra.
language and customized on the following The solution is EDGE, a green building
certification system for emerging
The EDGE software shows within minutes how committing to a few practical
energy and water-saving options improves building performance at little or no cost.
EDGE proves that the next generation of buildings can be
more profitable while making a lighter carbon footprint. To qualify
for certification, a building must achieve a 20% reduction in energy,
pages:
markets created by IFC, a member of The numbers are brought to the forefront to reveal the most economically
the World Bank Group. EDGE is a viable path to building green. water, and embodied energy in materials compared to a conventional
measurable way for builders to building. EDGE works for a variety of residential and commercial
EDGE focuses the certification process on technical aspects that yield meaningful
optimize their designs, leading to buildings in nearly 100 countries, including homes and apartments,
results. This makes it easier for developers to build a portfolio of innovation that
DESIGN
a more investment-worthy and hotels and resorts, office buildings, health care facilities, and retail
attracts new customers and boosts brand equity.
marketable product. By keeping
establishments.
certification fast and inexpensive, EDGE
keeps pace with the momentum that
developers need to stay at the forefront
– Page 3: global/local certifier’s logo and brief of the green building trend. Building design teams can now adopt
An EDGE-certified residential building in Bangalore
by VBHC.
“EDGE gives true meaning to a quantitative approach, as the
environmentally-friendly construction.” EDGE software shares localized costs
and climate data for site-specific results.
CERTIFY
description.
– Kojo Addo-Kufuor
The interface enables easy modeling
Chief Operating Officer,
Ghana Home Loans of future performance without
sacrificing design integrity. EDGE
is useful for all stages of a project’s life
cycle – from the pivotal moment when
EDGE projects in Ghana and Nigeria are

design is born, straight through to ACHIEVE
GREEN BUILDINGS certified by thinkstep-SGS, a consortium that
on-site decision-making.
for a smarter world sets the global benchmark for quality and The EDGE-certified FPT Complex in Danang, Vietnam.
The new heat map in the center-fold of the

integrity as providers of independent oversight
for professional credentialing and project
certification programs, including EDGE.
edgebuildings.com
brochure (pages 8-9) is continuously updated

to reflect new countries added to EDGE and 1 (Cover) 2 3 4 5
the level of uptake in each country, so always
ensure that you have the latest map.
Edge EMPOWERS DECISION-MAKING

Edge HAS GLOBAL IMPACT
Never before have building design teams been able to quickly and
easily choose systems and solutions while immediately viewing the
financial and environmental impacts. The EDGE complimentary SMART
software is available at edgebuildings.com. Beneath an intuitive interface is a
powerful engine that understands local
climatic conditions and how the building
“EDGE leverages the power will be used by occupants.
of gaming…it only took
me 30 minutes to design
FAST
my first project.”
– DevelopingSmartCities.org Discover the ideal bundle of measures
for the best investment return within
(continued)
minutes.
AFFORDABLE
The EDGE software is free to everyone
with certification available at a modest
cost.
INCLUSIVE
With EDGE, green buildings are
EDGE
suddenly available to all.
IN THE MILLIONS
These green buildings dot the landscape in dozens of countries
edgebuildings.com From affordable apartments to high-end residences, from business to around the world, bringing a higher asset value to their owners with
luxury hotels, and from commercial properties to healthcare facilities, better operational performance and reduced carbon emissions. To
millions of square meters of floor space have become EDGE certified. view project studies, visit www.edgebuildings.com/projects.
6 7 8 9
Brochure
(Continued).
To create a deeper layer of customization,

Edge Edge
the case studies on pages 11 and 13 can be FOR HOMES
Smart homebuyers understand the tangible benefits that owning a

FOR COMMERCIAL BUILDINGS
There are many reasons to opt for a resource-efficient commercial

building. Tenants and guests will appreciate the value proposition
replaced with in-country examples. Note that

green home brings. Through such sensible solutions as low-energy The EDGE-certified Candlewood Crescent The EDGE-certified Radisson Blu Hotel, Exchange Development
by Mabani Seven Co Ltd in Accra, Ghana
by RPP Developments in Johannesburg
lighting, thermal glass, and water-conserving fixtures, developers can of reduced operational costs. Lower break-even occupancy rates will
meet the expectations of consumers who want to save money while protect against market variability. And investors will respond well to a
RESIDENTIAL CASE STUDY COMMERCIAL CASE STUDY
living in comfortable spaces with good ventilation and abundant strong balance sheet.
Affordable Homes in South Africa Radisson Blu Hotel in Ghana
this requires a thorough understanding of

daylight. International Housing Solutions (IHS)
SOLUTIONS SAVINGS
EDGE-certified homes attract SOLUTIONS SAVINGS The EDGE software provides an
Energy 22%
prospective buyers who understand Energy 30% opportunity to explore technical Reduced Window to Wall Ratio
Reduced Window to Wall Ratio
the numbers and approval processes with the

the long-term value of their options while viewing capital expenses Air Conditioning w/ Air-Cooled Screw Chiller
Insulation of Roof Low-E Coated Glass
investment in a green residence, with Solar Hot Water Collectors and utility savings. Extra capex of
Insulation of Roof
its lower utility bills and higher re-sale Smart Meters just two percent has been known Energy-Efficient Lighting System
price. Homeowners also believe in the to produce savings greater than High-Efficiency Boiler for Hot Water
Water 28% “EDGE is most Sensible Heat Recovery from Exhaust Air “The Exchange
sense of fulfillment that comes with 10 times the initial cost of building
project owner(s), which can take time.

Low-Flow Showerheads
definitely a game- Complex is a great
making a responsible choice. Developers Low-Flow Faucets for Kitchens and Baths green. In addition, the building itself Water 24%
Dual-Flush Toilets changer. I believe achievement for
can capitalize on these advantages and will command greater market Low-Flow Plumbing Fixtures
in things that are Rainwater Harvesting System our project team,
aspirations to win new customers and Materials 36% value due to its ability to deliver on the
tangible and have Dual-Flush Toilets in All Bathrooms demonstrating how
promote their brand. Hollow Core Precast Floor Slabs operational front. Water-Efficient Landscaping
Steel Sheets on Timber Rafters for Roof tangible results.” EDGE certification
Condensate Water Recovery
Located in Changxing, the “Bruck” Passive House
Facing Brick and Solid Concrete Blocks
by Landsea is EDGE-certified. Black Water Treatment & Recycling System recognizes
for External Walls – Jock Seeliger
Managing Director, sustainability
Solid Dense Concrete Blocks for Materials 22%
RPP Developments measures that reflect
Internal Walls Medium-weight Hollow Concrete Blocks
Pages 14 -15: additional spot for global/local

Why Homebuyers Prefer a Green Home Top Reasons to Own an EDGE-Certified Building for Internal and External Walls the local context and
RESULTS
Terrazzo Tile Flooring climate”
Cuts utility, maintenance, and repair costs. Extra Costs & Payback Time Sends a positive signal to investors.
Green Solutions (ZAR/month/home) 8,650 RESULTS – Ronak Gawarwala
Commands a higher re-sale price. Payback (Yrs.) 2.9 Drives profitability that leads to expansion. Sustainable Design
Extra Costs & Payback Time Leader
certifier’s description.
Creates a more comfortable lifestyle. Increases property valuation. Green Solutions ($) 111,000 HOK
Savings
Inspires pride of ownership. Ensures cost control and consistency across properties. Payback (Yrs.) 0.6
Utility Bills (ZAR/month/home) 246
Protects the planet. Energy (kWh/month/home) 101 Complements efficiencies in construction and labor. Savings
Water (kL/month/home) 5
Contributes to a brand of corporate sustainability. Utility Bills ($/month) 14,600
Embodied Energy (MJ/home) 15
Energy (kWh/month) 88,178
Water (lt./guest/night) 83
Environmental Benefits
Embodied Energy (MJ/m2) 346
GHG Savings (tCO2/year/home) 1.06
Environmental Benefits
GHG Savings (tCO2 /year) 202
Page 16: space for donor acknowledgment.

10 11 12 13
To ensure consistency of design and a

problem-free printing experience, it is highly
recommended to use the EDGE Team’s
approved graphic designer. EDGE Certification
HOW IT WORKS
EDGE CERTIFICATION PROCESS
EDGE
An innovation of IFC, EDGE creates intersections among developers,
Certification is initiated at the early design stage, when details of the building owners, banks, governments, and homeowners to deepen
project are entered into the EDGE software and green options are the understanding that everyone wins financially by building green.
EDGE Design Inputs
selected. The project must reach the EDGE standard of a 20% Certification into EDGE EDGE jumpstarts the mainstreaming of green buildings to help tackle
improvement in energy, water, and materials as measured against local climate change.
EDGE Project
construction practice. When achieved, the project is registered for Partner Check Registration
certification. IFC
STRUC TION STAGE

IFC is a member of the World Bank Group that focuses on private
DESIGN STAGE
Auditor Submission
Review and CLIENT of Design
During the certification process, sector development. Working with partners in more than 100
Print Specifications
Site Audit Documentation
documentation is submitted by the AUDITOR emerging markets, IFC invests, advises, and mobilizes resources from
client and reviewed by EDGE-accredited CERTIFIER others, creating opportunity for clients in a broad range of industries.
auditors at the design and construction CERTIFICATION Auditor
Submission Review
stages, with a site audit performed. of As-Built
CO N
Documentation edgebuildings.com
Projects that meet the EDGE standard
– 6.5" x 11", 16-page self-cover receive a certificate confirming predicted

performance. As-Built
Inputs into EDGE Preliminary
Certification
EDGE
Partner Check
– 4/C Process + Flood Satin Aqueous Coating, 5/5 SAMHI’s corporate leadership at an EDGE
certification ceremony.
– 100 lb. Text, Anthem Plus Matte (or equivalent)

– Trim fold & saddle stitch thinkstep-SGS The consortium of thinkstep-SGS combines unparalleled expertise in the
development and operation of green building standards with the highest level of
verification and certification services. thinkstep-SGS is a global certification
THE EDGE CERTIFICATION PARTNER
provider for EDGE and the sole certifying body for EDGE projects in Ghana and EDGE in Ghana and Nigeria is supported by:
IN GHANA AND NIGERIA Nigeria, offering a one-stop shop for auditing and certification.
– Boxes in quantities no larger than 200 brochures per box IFC works with premier partners to scale up green building growth
in emerging economies.
For more information, including pricing, visit www.edgebuildings.com/ghana
and www.edgebuildings.com/nigeria, or email gh.edge@sgs.com.
Additional support is provided by Austria, Canada, Denmark, ESMAP, the EU, Finland, GEF, Hungary and Japan.
14 15 16 (Back Cover)
Corporate Gifts
It is recommended that corporate gifts
be extended that are a reflection of the
sophisticated quality of the EDGE and IFC JOHN SMITH
brands. It is not recommended that pens,

thumb drives, or other branded “tchotchkes”
be created that cheapen the EDGE brand and
often end up unused or, worse yet, in a landfill.
Corporate gifts in the form of a branded

notebook have been created that provide
background information, the software and
standard, and the purpose of the program, on
pages that are stitched into the front, middle,
and back of each notebook.
The notebook is a classic black, with the

triangular pattern embossed on the front, and
the EDGE Logo appearing on the front cover
and the IFC Logo on the back cover. Notebooks
can be customized with the owner’s name
appearing on the front, or notebooks can be
purchased in bulk without a namesake.
Above: Typical black covered notebook
with embossed art. Mechanical layout
shown above far right.
Right: Interior EDGE informational

pages that are printed and bound
into the notebook.
Email Campaigns
The EDGE Team has developed three email
products, each with their own campaign
header.
Green Tips
for stories about green design, green financing,
and more, sent to EDGE users and those who
have signed up for Green Tips on the EDGE
website. Green Tips are part of a marketing
automation or “educational series” where
users are sent an email on a monthly basis
triggered by their sign-up.
News Updates
for programmatic announcements that aren’t
technical, sent to EDGE users.
Technical Updates
for technical news related to the EDGE
software, sent to EDGE users.
Green Tips News Updates Technical Updates
Campaigns can also be conducted at the
local level, translated if needed, and sent by
MailChimp to EDGE users who reside in the
respective country. Additional lists can be
added to MailChimp for locally generated
campaigns, but since we are sending emails
from the United States, all campaigns must be
CAN-SPAM compliant.
Email Signatures
EDGE Employees
Email signatures are one of the most important Rebecca Menes Rebecca Menes
Global Marketing Lead, EDGE Global Marketing Lead, EDGE
digital assets of any brand, as there are more
impressions than almost any other medium due T +1 (202) 458-2884 T +1 (202) 458-2884
T +1 (202) 841-7746 T +1 (202) 841-7746
to the sheer volume of communications. For E rmenes@ifc.org E rmenes@ifc.org
this reason, it is essential that the EDGE Team is W www.edgebuildings.com W www.edgebuildings.com
www.twitter.com/edgebuildings www.twitter.com/edgebuildings
in full compliance with the email templates that www.linkedin.com/company/edgebuildings www.linkedin.com/company/edgebuildings
A 2121 Pennsylvania Ave. NW Washington, DC 20036
are available to them.
Ideally, your title in your email signature should

indicate your role on the EDGE Team. The
website, Twitter handle, and LinkedIn profile
for the brand should all appear within your
signature, along with the EDGE Logo.
EDGE Employee: EDGE Logo Example EDGE Employee: IFC Logo Example
If you prefer, you may also indicate your

physical address and opt for the IFC Logo over
the EDGE Logo, as long as you have ample
references to the EDGE brand within your
signature, as demonstrated.
Do not add any other discretionary information

or images to your email signature, so there is
consistency in our communications and we
provide clarity for the EDGE brand.
Specifications
The Arial font is used for all text.
Name: Bold 15pt, IFC Blue

Title: Bold 13pt, 80% Black (Dark Gray)
Contact information: Regular 11pt, IFC Blue
Contact callouts: 11pt, EDGE Blue
Email Signatures
Experts & Auditors
EDGE Experts may also include reference to Carlos Hernández Alvarez Carlos Hernández Alvarez
their accreditation within their titles, and Structural Engineer and EDGE Expert Structural Engineer and EDGE Auditor
can add the EDGE Logo below their email
signatures as Shown. Alvarez & Sons Alvarez & Sons
Consulting Consulting
The same holds true for EDGE Auditors. T: +52 55 1212 1212 T: +52 55 1212 1212
M: +52 55 1234 1234 M: +52 55 1234 1234
www.alvarezconsulting.com.mx www.alvarezconsulting.com.mx
EDGE Expert: Example EDGE Auditor: Example

Stationery
US Letter & International A4
Templates for the EDGE stationery can be II. MARKETING
found on OneDrive.
1. Research: Perform research to identify major architectural and engineering firms as well as relevant industry
associations in each of the target markets (see the Metrics chart below) and build a contact database. Reach out
through a multi-pronged marketing approach that includes email, webinar offerings, and social media.

2. Email Campaigns: Send targeted MailChimps to two separate lists, including any who have passed the EDGE
Exam as well as our entire EDGE software user database.

The EDGE Logo appears in the upper left-

3. Webinar: Hold webinars to promote the new role of EDGE Experts, differentiating their role from auditors, and
advising how they can position their new service offering to clients.
4. Social Media Campaigns: Tweet and post the animated PowerPoint on all social media channels, to be shared by
hand corner of page one. It is not necessary local and global partners. Conduct a paid-for promoted campaign on LinkedIn, Facebook, and Google AdWords.

III. TRAINING MATERIALS*
to repeat the logo on subsequent pages of a Marketing & Communications Plan for EDGE Experts

1. Develop training materials for face-to-face and online environments, with technical and BD modules.
correspondence.
2. Share all training materials with global and local partners, encouraging their active participation.

*EDGE Experts training is one day in length, has varying costs depending on the partner and location, with a required test
at a Prometric Center.
I. DIGITAL COMMUNICATIONS IV. METRICS FOR FY17

GLOBAL & LOCAL
COUNTRIES HQ CAMPAIGNS PARTNER CAMPAIGNS TOTAL % ALLOCATION
Brazil 188 188 375 5%
Typographic rules are as follows:

Colombia 188 188 375 5%
1. Web Content: Create a new section on the Discover page of the EDGE website to encourage architects and Costa Rica 188 188 375 5%
engineers to become EDGE Experts. Create an EDGE Experts tab that links to an EDGE Experts page with: India
Indonesia
750
300
1,125
450
1,875
750
25%
10%
Mexico 188 188 375 5%
Titles:18 pt., set in EDGE Blue. a. A narrative about EDGE Experts.

Other
Peru
Philippines
563
188
450
563
188
300
1,125
375
750
15%
5%
10%
b. Button technology for watching a one-minute video about EDGE Experts, a button for signing up for South Africa 375 375 750 10%
Vietnam 188 188 375 5%
EDGE Experts training, and a button that links to a page in order to find an EDGE Expert. TOTAL 3,563 3,938 7,500 100%
c. A visual of the value proposition.
Headers: 14 pt., set in EDGE Blue, all upper d. FAQs that advise how to become an EDGE Expert, what an EDGE Expert does, the difference between an

EDGE Auditor and an EDGE Expert, and more.
case, and accompanied by an underline set in e. A call to action that articulates the availability of training either online or in person, with costs, available

© International Finance Corporation 2017. All rights reserved. Marketing Plan for EDGE Experts ! 2
languages, and any other pertinent details associated with each.
EDGE Green.
f. A link to online on-demand training and a sign-up form for in-person and scheduled webinar training.
In addition, create the following in other sections of the EDGE website:

Footer: 9 pt., including IFC copyright a. Continuously promote the EDGE Experts role on a rotator at the top of the Discover homepage.
b. Rewrite the close for the Architects, Auditors and Engineers market player pages to pique their interest V. TIMELINE FOR FY17
information on the left, with the name of the and encourage them to become EDGE Experts.

document and pagination on the right, and Create the following branding guidelines for EDGE Experts and EDGE Auditors:

a. Divide the Brand Assets webpage into Guidelines for Real Estate Developers and Guidelines for EDGE
capped by a rule set in EDGE Blue. Experts and EDGE Auditors. Work with our legal counsel to create the EDGE Experts License and
Participating Agreement.
b. Create Branding Guidelines for EDGE Experts with recommendations for how they can promote their
new accreditation, including on their business cards, email signatures, throughout their LinkedIn
profiles, and on their websites. Link to the EDGE Experts’ branding guidelines from the EDGE Experts
FAQs and within Guidelines for EDGE Experts and EDGE Auditors within Brand Assets.
c. Create separate Branding Guidelines for EDGE Auditors. Link to the EDGE Auditors’ branding guidelines
from the Auditors’ Corner and within the Branding Guidelines for EDGE Auditors within Brand Assets.

2. EDGE Experts One-Minute Video: Create a one-minute video, nesting it within the EDGE Experts web page,
sending it in email communications, and broadcasting it through social media, as well as providing it as a tool for
local/global partners to encourage participation through their networks. Translate the video into Spanish and
Portuguese.

3. Certificate: Design an EDGE Experts certificate for those who have been trained and passed the EDGE Exam.

4. Technical Support: Ensure adequate coverage for responses to email queries through edge@ifc.org.



Letterhead: Example pages

Videography
File Settings Resolution Codec
In most cases, online media hosts (such as It’s recommended to upload videos in HD for quality Most suitable codecs for YouTube are H.264, MPEG-2 or
YouTube and Vimeo) optimize your video for playback. MPEG-4. These codecs are used in most modern videos,
online playback. However, proper settings will Traditional HD is 1920 pixels by 1080 pixels. so you’ll hardly need to change this parameter.
yield the best uploading results. 4K (AKA Ultra HD) is 3840 pixels by 2160 pixels.
Format
Aspect Ratio YouTube states that the best format to use is MP4
Use one of the standard aspect ratios: 4:3 or 16:9. (standard, HD and Ultra HD 4K quality).
When the video is uploaded to the site, YouTube will
either leave it as-is (for 16:9) or add vertical black Avoid:
bars (for 4:3). Don’t add horizontal black bars before AVI and FLV.
uploading a video. WMV HD format, as it will lose its quality.
3GP or SWF resolutions are too small.
Frame Rate
Keep an original frame rate. Usually videos have the Audio
best quality if the frame rate is between 25-30 fps. with The recommended sound parameters are MP3 or AAC
a maximum of 60 fps. format, 44.1kHz sampling rate and the highest bitrate
possible, but no less than 192 kbps.
Bitrate
Bitrate is highly dependent on video codec. Recommended music has been purchased and is
available for usage in EDGE videos.
Type Frame Rate Frame Rate
Standard High
(24, 25, 30) (48, 50, 60)

1440 (2K) 16 Mbps 24 Mbps

2016 (4K) 35-45 Mbps 53-68 Mbps

Videography
Captions
When citing specific locations or projects, or
capturing expert commentary, proper on-
screen identification is required. This is handled
through the use of standardized, formated
captions which call for a semi-transparent
white field with text in Frutiger Bold, set in IFC
Blue, and Frutiger Roman set in EDGE Blue (as Caption Style: Location example Caption Style: Client example
shown). Video Style: Fly over/aerial view Video Style: Shot with a shallow depth of field
For a video that is translated into a local

language, it is best to include a voiceover in the
local language rather than captions.
Video Content
A wide array of subject matters and video
stylings are acceptable, with a single guiding
principal — that every scenario should capture
a positive message (e.g. growth, change,
progress, improvement, teamwork, etc.) about
green buildings. Sample Video: Emerging market/time lapse Sample Video: Diversity/collaborative teams
Audio Tracks
Voice overs are required to speak clearly and
proficiently regardless of language. Tone should
be authoritative without being off-putting. The
speaker’s demeanor should be that of a trusted
guide.
Music needs to be set at a volume as not to

compete with any voiceovers or interviews. Sample Video: Use of EDGE software Sample Video: Active progress
Videography
No Opening Sequence
EDGE videos must immediately start without
introduction slides of any kind, such as the
EDGE Logo, a title, or credits.
Closing Sequence:
#1 EDGE Logo
Required Closing Sequence
The end of EDGE videos require proper
branding and recognition. This is handled
through a series of predetermined slides.
The following slides are required:

Closing Sequence:
– EDGE Logo. #2 IFC Logo
– IFC Logo.
– Donor Acknowledgment.
– EDGE website URL.
If there are primary and secondary donors they

should be listed on separate slides with the
Closing Sequence:
headers included as indicated. #3 Primary Donors
Closing Sequence:
#4 Secondary Donors
Closing Sequence:
#5 EDGE website URL
Demonstration Videos
Software demonstration videos should follow
the same rules set forth for videography. This
includes formatting, audio, opening and closing
sequences, etc.
Full Screen
Full screen views should be used often to retain
a clear understanding of where, on the user
interface, the demonstration is taking place.
Full Screen: Example Zoomed View: Example Highlighting
Zoomed Views
The use of frequent pan and zoomed views
aids in making it easier for the viewer to focus
on highlighted sections of the user interface.
Tracking & Highlighting

The ability to track the presenter’s mouse
movements and highlighting on-screen choices
is a necessity. The addition of supplemental
on-screen call-outs, such as elements drawn in
during the video editing, can reinforce what is
Full Screen: Example Tracking Zoomed View: Example Highlighting
being said in the voiceover audio track.
Full Screen: Example Highlighting

04 Digital & Social Media / EDGE Brand Book & Style Guide Rev 4.2.18 45
04 Digital & Social Media

46 Media Kit
47 Social Media
48 EDGE Website
Digital & Social Media

Media Kit
The EDGE Media Kit includes resources
which are critical to have on hand for when
staff, certifiers and clients communicate
with the media about EDGE. The kit includes
the following documents, all of which are
continually refreshed and available from the
EDGE Global Marketing Team:
• About EDGE
• Facts About Green Buildings
• Prashant Kapoor’s Bio
• Sample Media Story (“A Call to Action for
Green Buildings”)
• Sample Pitch Letter
• Sample Press Release
• Timeline of EDGE Milestones
The best source for information about IFC’s

broader green buildings program can be found
within the About section, under EDGE.
Media training on EDGE is also available and

can be arranged with advanced notice through
EDGE Media Training Sample slide
the EDGE Global Marketing Team. With
advanced notice, talking points can be provided
for key market segments such as property
developers and financial institutions. For more
information, email the EDGE Global Marketing
Lead at rmenes@ifc.org.
Social Media
EDGE actively participates
on five social media channels
There is one EDGE feed at the global level
for each channel. No country-level or special
interest feeds are permitted that either outright
carry the EDGE brand or hint at it through
name or visual association, whether by IFC staff
or external parties.
When EDGE Team members with marketing

Facebook Example Google+ Example
and communications responsibilities are
granted permission to post and tweet on
EDGE channels, conventions for each channel
must be rigorously followed to protect the
EDGE brand. For more detailed information on
participating on EDGE social media channels,
email the EDGE Global Marketing Lead at
rmenes@ifc.org.
YouTube Example Twitter Example
LinkedIn Example
Website
The EDGE website provides a seamless
customer experience for clients wishing to
certify their projects, architects and engineers
wanting to become EDGE Experts, and other
visitors who simply want to learn more about
the product and program. An extensive
description of IFC’s green building market
transformation program can be found in the
built-out About EDGE section. The website
also serves as the main portal through which
visitors pass to use the free EDGE App. The site
has been translated from English into Spanish,
Portuguese and Vietnamese, with the EDGE
App also available in Bahasa and Mandarin.
The EDGE website serves as a reference hub

for translated brochures, user guides, technical
updates, and other technical documentation.
Major news stories are also archived here.
Project studies for certified projects each
have their own webpage, and Certify pages
also serve as landing pages to point digital
advertising towards and to share with clients
directly, providing a country-specific lens
to EDGE within the context of the global
brand. EDGE Champions are acknowledged
on the homepage, and EDGE Leaders are
acknowledged on their respective country
pages. The EDGE Brand Book and Style Guide
lives within the EDGE website.
EDGE Buildings EDGE Website Home page
05 Corporate Communication / EDGE Brand Book & Style Guide Rev 4.2.18 49
05 Corporate Communications
50 Brand Pillars
51 EDGE Standard Description
52 EDGE Boiler Plate
53 IFC Boiler Plate
Corporate
54 Rules for Referencing EDGE
55 Tone
56 Donor Acknowledgment
Communications
Brand Pillars
Following are the brand attributes of EDGE:
Fast Smart
Discover the ideal bundle of measures for the Beneath an intuitive interface is a powerful
best investment return within minutes. engine that understands local climatic
conditions and how the building will be used
by occupants.
Easy Inclusive
Now it’s easy to figure out which green With EDGE, green buildings are suddenly
solutions work the best for a particular climate, available to all.
and how much they cost.
Free/Affordable World Bank Group

The EDGE software is free to everyone with EDGE is an innovation of IFC, a member of the
certification available at a modest cost. World Bank Group that focuses on the private
sector.
EDGE Standard Description

The following paragraph should be used outside
of formal press releases to describe EDGE:
An innovation of IFC, a member of the World Bank Group,
EDGE (“Excellence in Design for Greater Efficiencies”)
provides market leaders with the opportunity to gain a
competitive advantage by differentiating their products and
adding value to the lives of their customers. EDGE brings
speed, market intelligence and an investment focus to the
next generation of green building certification in nearly 140
countries. IFC created EDGE to respond to the need for a
measurable and credible solution to prove the business case
for building green and unlock financial investment. EDGE
includes a cloud-based platform to calculate the cost of
going green and utility savings. The state-of-the-art engine
has a sophisticated set of city-based climate and cost data,
consumption patterns and algorithms for predicting the
most accurate performance results.
EDGE Boiler Plate

The following paragraph should be used in
press releases to describe EDGE:
An innovation of IFC, EDGE helps property developers
to build and brand green in a fast, easy and affordable
way. EDGE is supported by free software that encourages
solutions to reduce energy, water and the energy used
to make building materials by at least 20 percent, which
is the standard for EDGE certification. The program has
been generously supported by the following donors:
Austria, Canada, Denmark, ESMAP, EU, Finland, GEF,
Hungary, Japan and Switzerland. For more information,
visit www.edgebuildings.com.
IFC Boiler Plate

The following paragraph should be used in
press releases to describe IFC:
IFC, a member of the World Bank Group, is the largest
global development institution focused on the
private sector in emerging markets. Working with
more than 2,000 businesses worldwide, we use our
capital, expertise and influence to create markets and
opportunities in the toughest areas of the world. In FY17,
we delivered a record $19.3 billion in long-term financing
for developing countries, leveraging the power of the
private sector to help end poverty and boost shared
prosperity. For more information, visit www.ifc.org.
Rules for Referencing EDGE

Following are rules for referencing EDGE in • The words “Excellence in Design for Greater Efficiencies” must never precede EDGE, but can follow in quotes
communications: within parentheses, as in: EDGE (“Excellence in Design for Greater Efficiencies”). Care must be taken that “in”
and “for” are not capitalized, even though they are capitalized in the EDGE Logo. Also, “Efficiencies” must
appear in the plural, as the word refers to energy, water and embodied energy in materials.
• When EDGE is referenced in communications, “an innovation of IFC” should be included whenever possible. At a
minimum, “IFC’s EDGE” must be mentioned.
• It is not necessary to spell out the words of IFC as “International Finance Corporation.” IFC must not be preceded
by the word “the.”
• Inclusion of the World Bank Group should be made only in reference to IFC, such as “EDGE is an innovation of
IFC, a member of the World Bank Group.” It is not allowed to mention the World Bank Group without IFC first
being mentioned, or instead of IFC.
• When EDGE appears as a word and not a graphic, it must not be written as upper and lowercase, but must
appear entirely in capital letters.
• EDGE must not be preceded with “the,” as in “the EDGE” or “the EDGE certification.”
• The EDGE software can be referred to in the following ways: “the EDGE software,” “the EDGE software
platform,” “the EDGE software application,” “the EDGE online application,” or “the EDGE App.”
• The EDGE software must never be referred to as a “tool,” which is too casual.
• As an entirety, EDGE can be referred to simply as “EDGE.” It is also appropriate to refer to the “EDGE standard”
and the “EDGE certification system” or “EDGE certification program.”
• Whenever possible, the word “EDGE” should hyperlink to www.edgebuildings.com in all digital communications.
Do not hyperlink the word EDGE to any other platform, including that of certifiers.
Other important communications points to remember • EDGE is available to anyone who is building projects in nearly 140 countries. We do not refer to the countries as
are as follows: “emerging markets,” as EDGE is now available to industrialized countries as well. Never use the words “developing
countries” in conjunction with EDGE.
• Do not confuse EDGE with IFC’s Green Building Market Transformation Program, which is more comprehensive
than EDGE and includes investment, advisory services to financial institutions, and code work. For EDGE to retain its
commercial appeal, it is essential not to intentionally mingle it with IFC’s broader work in the green building space.
Tone
The following describes the tone of voice to be
used in all EDGE communications:
EDGE is non-competitive in nature, as its intention is
to help scale up green building eco-systems. EDGE is
one of many certification systems, each having their
own purpose and advantage within a given market.
EDGE is respectful towards these other systems and
approaches its role in the marketplace with humility.
This is particularly important given the prominence of
the World Bank Group name.
Donor Acknowledgment
Donors to the EDGE program should be Donor Acknowledgment EDGE and IFC Logo Pairing Example
acknowledged whenever possible, including
in brochures, invitations, programs, banners,
press releases, videos and on the EDGE
website. A tiered approach should be taken
to acknowledgment where the logo of the
primary donor is listed first (SECO) with
secondary donors (country-level and global)
listed in a smaller font below. Whenever
possible, the donor acknowledgment should
appear with the EDGE and IFC logo lockup to
indicate a supporting relationship, such as in
the following example:
EDGE in Ghana and Nigeria is supported by:

On white background
Additional support is provided by Austria, Canada, Denmark, ESMAP, the EU, Finland, GEF, Hungary and Japan.
On blue background
06 Certification
58 Certification Providers
59 Anatomy of a Certificate
Certification
Certification Providers
Global Certifiers If no local provider available
The following certification providers are
authorized to provide EDGE certification
services in countries where projects can be
designed within the EDGE software, if a local
certification provider is not operating in that
country.
Note that the consortium of thinkstep-SGS

must always be written in its hyphenated form,
with thinkstep appearing in lower case and
positioned first before SGS. The thinkstep-SGS
logo should never be assembled by hand, but
should be downloaded from its location on
OneDrive.
The following local certification providers

are exclusive providers of EDGE certification
services in their respective countries:
Colombia Costa Rica Ghana, Nigeria India
Indonesia Philippines South Africa Vietnam

Anatomy of a Certificate
Preliminary & Final Certificate Example front Preliminary & Final Certificate Example common back
The front pages of the preliminary and final
EDGE certificates are designed so that together
the design completes itself. The callouts on this
THIS CERTIFIES THAT
THIS CERTIFIES THAT LT-131 Kaunas Šilainiai
1 Condominio Santa Verde
Edificio Laurel Comercial
page indicate the anatomy of a certificate. HAS ACHIEVED AN

EDGE PRELIMINARY CERTIFICATE
HAS ACHIEVED AN
EDGE CERTIFICATE
2 CERTIFICATE NUMBER
LP3-CRI-16101210005757-1P
CERTIFICATE NUMBER
GP1-LTU-18021310020928-1
THIS CERTIFIES THAT ENERGY MEASURES
Exemplifying achievement in Exemplifying achievement LT-131 Kaunas Šilainiai Reduced Window to Wall Ratio
Baltų av. 10 Insulation of Roof
the following areas: in the following areas: Kaunas, Insulation of External Walls
Variable Refrigerant Volume (VRV) Cooling System
23% 55% Lithuania Energy-Saving Light Bulbs - Sales Area

Energy-Saving Light Bulbs - Corridors and Common Areas
DEVELOPED BY Energy-Saving Light Bulbs - External Spaces
Energy Savings Energy Savings LIDL Lietuva Occupancy Sensors in Bathrooms
6
Variable Frequency Drives in AHUs
Sensible Heat Recovery from Exhaust Air
3
HAS ACHIEVED AN CO2 Sensor/Demand-Controlled Ventilation for Fresh Air Intake
28% 41% EDGE CERTIFICATE

WATER MEASURES
Dual Flush for Water Closets in all Bathrooms
Water Savings Water Savings CERTIFICATE NUMBER
GP1-LTU-18021310020928-1
Water-Efficient Urinals in all Bathrooms
Aerators & Auto Shut-off Faucets in all Bathrooms
Water-Efficient Kitchen Faucets
WAS AUDITED BY MATERIALS
23% 42%
Less Embodied Less Embodied 7 Angel Rodriguez
EDGE Software Version: 2.1.4
Floor Slabs: Hollow Core Precast Slab
Roof: Steel-Clad Sandwich Panel
External Walls: Steel-Clad Sandwich Panel
External Walls: Autoclaved Aerated Concrete Blocks
Energy in Materials Energy in Materials Internal Walls: Autoclaved Aerated Concrete Blocks
Internal Walls: Plasterboards on Metal Studs with Insulation
___________________ CERTIFIED BY
thinkstep-SGS
96 tCO2/year
4
Operational CO2 Emissions
DEVELOPED BY 6.20 tCO2/year 118 tCO2/year

DEVELOPED BY
Operational CO2 Savings Operational CO2 Savings
Cuestamoras Urbanismo LIDL Lietuva
Thomas Saunders, Principal Consultant
CERTIFIED BY
Green Building Council Costa Rica 5 CERTIFIED BY
thinkstep-SGS
www.edgebuildings.com
EDGE is a registered trademark of IFC. ©IFC 2016
Ana Quirós Lara, Presidente

Date of Issue: 28-Dec-2017
Thomas Saunders, Principal Consultant
Date of Issue: 2/21/2018
8 DATE OF ISSUE
2/21/2018
The EDGE standard requires 20% efficiencies in energy, water and materials compared to a local
benchmark. Predicted efficiencies are not a guarantee of future operational performance. Energy
savings may be associated with virtual energy for comfort depending on the presence of heating and
cooling systems. Virtual energy does not contribute savings to utility bills.
This certificate is issued by the Certifier based on information provided by the client and the audit by
9
the Auditor, and is subject to the terms and conditions of the Certifier. Contact edge@ifc.org if the
above measures are not consistent with your observation on the project.
10
1. The unit number is the only distinguishing factor among multiple certificates for a residential project.
2. The certificate number is unique to the project. For example, each residential model typology, such as a one-
bedroom unit type, will have a certificate number, but each unit does not.
3. Percentage numbers should not appear with decimal points.
4. Operational CO2 Emissions and Operational CO2 Savings have been recently added.
5. The logo of the certifier, along with the certifier’s name, title and the date of issue, appear on one side of the
certificate, with the IFC and World Bank logo positioned as offering the product and program.
6. Measures are only included in each of the three sections if they positively impact resource efficiency results for
that specific category, whether energy, water or materials.
7. The auditor’s name appears on the certificate to verify who performed the audit and indicate accountability.
8. The date of issue appears by itself on the final EDGE certificate, but includes the three-year date of expiry on
the preliminary certificate.
9. The disclaimer indicates that predicted efficiencies are not a guarantee of future performance, and provides a
reminder that virtual energy does not contribute savings to utility bills.
10. The bar code correlates to the certificate number for the project. In other words, each residential unit does not
have a different bar code.
07 Sales & Promotions / EDGE Brand Book & Style Guide Rev 4.2.18 60
07 Sales & Promotions

61 Presentations
62 Promoting EDGE-Certified Projects
Sales & Promotions

Presentations
There is only one authorized EDGE Marketing EDGE MAKES IT FASTER, EASIER AND MORE AFFORDABLE HOW DO I KNOW WHAT OPTIONS TO CHOOSE TO
THAN EVER BEFORE TO BUILD AND BRAND GREEN. DESIGN GREEN?
Presentation, which is continuously refreshed ________ ________
and is available for downloading in English,

Spanish and Turkish. This is the presentation
that is provided in training to IFC staff and EDGE
Experts. Any other presentation that is given
GREEN BUILDINGS
on EDGE that does not conform must first be FOR A SMARTER WORLD EDGE is an innovation of IFC, a member of
the World Bank Group.
approved by the EDGE Global Marketing Lead www.edgebuildings.com
at rmenes@ifc.org. Other presentations will

be developed in the future for different target
audiences. HOW CAN I INCREASE THE MARKETABILITY OF MY BUILDING THE SOLUTION IS EDGE: A SOFTWARE, A STANDARD, THE FREE SOFTWARE SHOWS HOW YOU CAN CUT BACK
BY GOING GREEN? AND A GREEN BUILDING CERTIFICATION SYSTEM. ON THE RESOURCE INTENSITY OF YOUR BUILDING DESIGN.
________ ________ ________
20%
FOR A SMALL INVESTMENT, ACHIEVE EDGE CERTIFICATION BUILD A GREEN PORTFOLIO AND BECOME A PART OF A
AND INCREASE THE MARKETABILITY OF YOUR BUILDING. GROWING COMMUNITY OF GLOBAL LEADERS.
LEBANON: MEXICO:
CHINA: City Express
CareMed Johnson Controls
Lebanese American University Lares Desarrollos
Landsea Metric Development Group
LEBANON: Vinte
CareMed
BULGARIA:
Lebanese American
Kaufland
University
COSTA RICA:
INDIA:
VIETNAM:
City Express
Fuprovi
ICE
Capital House ICT
Abhikalpan Ciputra
Aroma Realties Flamingo Dai Lai COLOMBIA:
Johnson Controls FPT City Express
NJ Zinnia HUDLAND
Quasitum Nam Cuong
SAMHI Nam Long
Shapoorji Pallonji ECUADOR:
National Housing Organization Vega Tobar
VBHC THAILAND: Novaland Group
Ticon Group Tien Phat
GHANA:
CDC/Actis PHILIPPINES:
Imperial Homes BRAZIL:
Primavera Canopus
INDONESIA: ARGENTINA:
Bumi Lestari Makmur Cassaforma
SOUTH AFRICA:
Ciputra Jefatura de la Ciudad de Buenos Aires
IHS
Emporium Indonesia GCBA
Similan
Panoramaland Grupo Edisur
Springhill Group Hospital Alemán Asociación Civil
Makro Supermayorista
Slide Examples
Promoting EDGE-Certified
Projects
EDGE has two stages: design and final
INICO DESARROLLOS PORTAFOLIO BLOG PROMOCIONES NOSTROS
construction. A project is awarded a “preliminary
EDGE certificate” at the design stage, and “EDGE
certification” at the post-construction stage.
Note that the word “certification” should not be
ACALLI cuenta con certificación
EDGE.
used at the preliminary stage, only at the post-
construction stage.
La certificación EDGE permite construir de manera sostenible X
viviendas económicas o apartamentos de lujo, hoteles o
As soon as a project has achieved a preliminary
complejos turísticos, edificios de oficinas, hospitales o
EDGE certificate, the client can promote the establecimientos comerciales.
project as “EDGE-certified.” Before receiving the
preliminary EDGE certificate, the client cannot On white background Spacing and
refer to his project as “registered to achieve EDGE Ventajas para los Propietarios de Viviendas:
certification.”
EDGE ayuda a los desarrolladores de propiedades a construir viviendas que incluyen soluciones tales como iluminación con bajo consumo de energía,
energía solar y dispositivos de conservación del agua. Los propietarios de viviendas pueden ahorrar al menos un 20% en las facturas de energía y
Because EDGE has a complimentary software
agua en comparación con una vivienda común, lo que aumenta la confianza en el valor de la inversión a largo plazo. Las viviendas ecológicas no solo
product for verification of resource-efficient dan mejores resultados, sino que normalmente se venden hasta cuatro veces más rápido y a un precio entre un 4% y un 10% superior.
design, the potential exists for false claims that
a project has achieved EDGE certification when
it has only met the EDGE standard. This is why X
we do not allow promotion of a project at the
registration stage. That said, because EDGE
has design software – and because we want to EDGE Promotion on a Client Website Example
encourage awareness of the EDGE brand and the On blue background Spacing and
proliferation of green buildings in challenging
markets around the world – we encourage clients
to promote their project as “EDGE-certified” once
it has achieved a preliminary certificate.
Clients are encouraged to use the EDGE Logo

for their EDGE-certified projects, such as in this
example for Vivela’s Acalli.
© International Finance Corporation 2018. All rights reserved.

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BRAND BOOK

& style guide

01 About the Brand 03 Marketing Resources 04 Digital & Social Media

07 Sales & Promotions

01 About the Brand

About the Brand

Launch dates for May April February

2014: 2016: September June June March

4-Color CMYK 4-Color CMYK

CMYK CMYK CMYK CMYK

11% M 0% M 80% M 32% M

0% Y 80% Y 90% Y 90% Y

RGB and HEX RGB and HEX

R: 0 R: 146 R: 249 R: 255

G: 161 G: 186 G: 70 G: 182

HEX: 00A1DE HEX: 61C250 HEX: F9461C HEX: FFB612

The EDGE Logo

The EDGE Logo is typically used over a white background and

Additional standards for acceptable use are detailed in the

Secondary Logo Usage

RGB and HEX

HEX: 00A1DE HEX: 61C250

Logo Spacing EDGE Logo Area of Isolation

In order for the EDGE Logo to be clearly legible in the context of

No graphic element which is not part of the EDGE Logo may

The grid surrounding the EDGE Logo helps to visualize the

On blue background Spacing and isolation on blue background

25mm wide. Logo and tagline should never be used smaller

On blue background Spacing and isolation on blue background apps.

Care should be take with raster images and

On whiteX background Spacing and isolation on white background

Acceptable EDGE Logo Use

These are the only acceptable colors and variations unless

If you have a special case, contact the EDGE Global Marketing

EDGE Logo on Photography

Unacceptable EDGE Logo Use

• Manufacturing, selling or giving away merchandise items

The EDGE and IFC Logo Lockup

EDGE and IFC Logo Colors and

The EDGE and IFC Logo consists of a specific set of colors.

EDGE Logo Colors IFC Logo Color Specifications CMYK

Please refer to page 04 for the EDGE

On white background CMYK CMYK

EDGE and IFC Logo Spacing

Spacing and isolation on white background

Spacing and isolation on blue background

EDGE Typography ABCDEFGHIJKLMNOPQRSTUVWXYZ

EDGE Typography ABCDEFGHIJKLMNOPQRSTUVWXYZ

GREEN BUILDINGS FOR A SMARTER WORLD

The EDGE Triangular Pattern Amount & Position

The following four rules: Amount & Position, Orientation &

Amount & Position <30% CONSTRUCCIÓN

If the triangular pattern appears in multiple places across the

The EDGE Triangular Pattern Orientation & Alignment

Orientation & Alignment

On white background Spacing and isolation on white backgr

On blue background Spacing and isolation on blue backgro

The EDGE Triangular Pattern Scale & Line Weight

Scale & Line Weight

On white background X Spacing and isolation on white background

A 10 mm wide triangle has a line weight of 0.025 mm thick.

For example: On blue background Spacing and isolation on blue background

A 10 mm wide triangle has a line weight 0.025 mm thick.

On white background Spacing and isolation on white background