Guidelines
Primary
The primary CME Group logo should be used whenever possible and in a place of prominence. Featuring the bright blue CME Group globe, this version has the most visual interest and presence. In application, ensure the globe is legible. The two colors used for the primary logo are CME Dark Blue and CME Bright Blue.
Secondary
The secondary version of the logo is appropriate for applications that can’t capture the dimension and detail of the primary logo, or where color is limited.
When using the logo in a single color, or reversed on a field of color, please ensure there is enough contrast between the logo and the surrounding backdrop.
Only the secondary white version should be reversed on an image.
A secondary black version of the logo has been created for applications where only black is available.
Backgrounds
The CME Group logo should always be crisp and legible. If there isn’t enough contrast between the background and the primary logo, use a version of the secondary logo.
Clear Space
To determine the clear space, make a square box that matches the dimensions of the globe, and place it at each of the corners of the logo. These rules apply to all versions of the CME Group logo.
Minimum Size
To ensure the CME Group logo is always clear, the globe height may be no smaller than 3/16 inches or 20 pixels.
The Globe
In rare cases it is permissible to use the CME Group globe on its own, namely when creating pieces for audiences that are extremely familiar with our brand, like employees and key customers. Just keep in mind that the globe is a proprietary, unified, reproduction-ready piece of art — so it should never be altered in any way.
For further guidance about this application or to receive approval for use, please contact the CME Group brand team at brand@cmegroup.com.
Chinese
A unique logo has been created for all communications within the Chinese market. The Chinese suite of logos follows the same rules as the standard CME Group logo: area of isolation, legibility concerns and proper usage.
This version of the logo should not be used in communications outside of China.
Registered
The registered mark is used in applications where the CME Group logo requires legal protection and accompanying legal text is not used.
For further guidance about this application or to access these artwork files, please contact the CME Group brand team at brand@cmegroup.com.
Partnerships
CME Group often produces co-branded materials with our many partners around the world. For these materials, use the partnership logo lockup illustrated here. This configuration treats each brand with equal weight and significance, reflecting the balanced nature of our partnerships.
When using this configuration, please adhere to the same rules that apply to the standard CME Group logo. When possible, only use this partnership configuration on a light or white background to ensure legibility.
For additional guidance, please contact the CME Group brand team at brand@cmegroup.com.
Logo: Sponsored By
CME Group branding appears on a number of our retail partners’ websites and communications as an endorsement of derivatives-related content. In these applications, the “SPONSORED BY” configuration should be used to ensure that our brand is represented consistently.
CME Group also provides support for event and award shows. In these instances, it is acceptable to use "PRESENTED BY" as replacement text.
For additional guidance, please contact the CME Group brand team at brand@cmegroup.com.
Primary
Each of CME Group's sub-brands is treated as a wordmark with an angled underline.
The CME Group logo should always be present where the sub-brand marks are displayed to reinforce the sub-brand's relationship to the masterbrand.
The two colors used for the primary wordmarks are CME Dark Blue and CME Bright Blue.
Secondary
The secondary versions of the wordmarks are appropriate for applications where color is limited, or where the background does not provide sufficient contrast for the primary wordmarks.
When using the wordmarks in a single color, or reversed on a field of color, please ensure there is enough contrast between the wordmark and the surrounding backdrop. Only the secondary white version should be reversed on an image. Secondary black versions of the wordmarks have been created for applications where only black is available.
Logo and Sub-Brand Lockup
Communicating the connection between CME Group and its sub-brands is important because it clarifies the relationship and allows them to lend their equity to one another.
When displayed together, the CME Group logo and sub-brand wordmarks should adhere to the size ratios shown below. Whether a communication is driven by CME Group or the sub-brand will determine which mark should be displayed more prominently. Do not alter the lockup relationship in any way.
To avoid these marks competing visually, it is recommended that they be placed on opposite corners of an application where possible, as shown in the layout diagrams. The logo and sub-brands should always be at least two globe widths apart.
Products and Services Type Treatment
The type treatment should appear in CME Group's typeface, Averta, whenever possible. When used as a headline or eyebrow, the name should appear in Averta bold or semibold so that it has more presence. When products and services appear in body copy, they should appear in the same style as the surrounding text.
Primary
Color plays more than a visual role within our brand expression. Our primary palette of colors conveys the confident and steadfast character of CME Group. That’s why it’s important for our colors to be accurately represented. To ensure that color fidelity is strictly maintained across all communication, use the formulas provided here — they have been carefully selected for optimum results across print and digital media.
Secondary
Inspired by the depth and breadth of our product and service offerings, the secondary color palette can be used in tandem with the primary color palette. To ensure that color fidelity is strictly maintained across all communication, use the formulas provided here — they have been carefully selected for optimum results across print and digital media.
Combinations
CME Group’s primary colors are versatile; however, they do not work in combination with every color in the palette. The palettes below provide guidance on which colors to use and which to avoid on fields of the primary colors. White backgrounds work well with the entire palette.
Typographic Approach
Using a typeface consistently reinforces and unifies a brand. The following typographic approach sections offer guidance on how creators should use Averta in the materials they build.
Averta
Averta was purposefully chosen as our primary typeface to communicate qualities that distinguish our organization, like confidence and warmth. It’s a versatile font that can be used in both headlines and text. Please maintain consistent usage across all communications.
Roboto Mono
Roboto Mono was chosen as our secondary typeface for its beauty and utility. It is a versatile monospaced typeface that is only to be used when displaying numerals and financial data. Please maintain consistent usage across all communications.
Language Support
Noto Sans is our primary typeface for languages not supported by Averta, including Japanese, Korean, Simplified Chinese and Traditional Chinese.
Substitute
In cases where Averta isn’t available, like PowerPoint and some digital applications, Arial may be used in its place.
Typographic Approach: Headlines
CME Group materials should portray confidence and approachability. Leading with an upper and lower headline or a smaller all-caps headline will help reinforce this sense.
Avoid italics and light text because these don't communicate confidence. Do not use large all-caps headlines (except in the type grid) because this can feel too aggressive.
Typographic Approach: Subheads and Secondary Copy
Subheads and secondary copy can be set in many type styles using Averta. This content type should suitably contrast with the surrounding text to call the appropriate level of attention to it.
Avoid using italics or styles of Averta that are overly bold.
Typographic Approach: Body Copy
CME Group's body copy should be set legibly using Averta regular. This type style allows text to be comfortably read and provides a great hierarchical base that other styles of Averta work well with to feature content.
We use photography to showcase our reach, influence and essential presence in the global economy. The following sections highlight all types of photography that should be considered when communicating CME Group’s brand. You can find select photography in our brand photo gallery.
Photographic Approach
Photography is an effective way to bring meaning and impact to communications. This success relies on selecting an image that reflects the brand.
Photographic Approach: Principles
Photography used within CME Group materials should feature our products, the markets we serve and the industries we help advance. It’s important to be as authentic in our representations of these as possible. The principles on this page should guide image selection.
Genuine
The scene and people within them should feel candid and unposed. The image shouldn't look overly produced or propped.
Realistic
CME Group photography should look unaffected. Retouching or color correcting to add polish, depth or cleanliness is allowed to enhance the scene. Avoid noticeable compositing or manipulation.
Natural
Photography should capture naturally occurring color spaces (with the exception of duotone photography). Avoid filters that make images look overly processed.
Bold Perspective
Use photography that has a dynamic point of view. Aerial photography or images captured from a straight-on or straight-above perspective are ways to do this. Avoid images that are blurry or that have extreme angles.
Environmental
Environmental photography should offer a grand view of the subject to help demonstrate the essential nature of our business. The effectiveness of our brand expression is directly related to the quality of these selections and their ability to communicate. When selecting environmental photography, look for images with a bold perspective. They can be simple and graphic, or expansive and dynamic.
Textural
Photographic combinations are a key component of the CME Group brand. Textural photography can be used to dimensionalize our reach, influence and essential presence in the global economy. When selecting this style of photography, look for images that are simple and graphic. For example, close-up images of products work well for this purpose, as do images that are somewhat abstract or that feature a pattern of objects.
For studio photography, aim to crop in on the object, avoiding any backdrop from being revealed.
Duotone
Duotone photography provides flexibility within our visual system and can be applied to both environmental and textural photography styles.
Duotone Consistency
Applying the blue duotone effect is a great way to instantly turn an ordinary stock photo into one that feels more ownable and branded. To the right are ways to ensure that duotone photography is created consistently.
Portrait
Confidence and approachability are the two most important things to look for when shooting and selecting portrait photography. When selecting a location, a well-lit studio setting or modern environment works when telling the CME Group story. Studio portraits should be color-matched to one of our primary brand colors. Backgrounds can be in or out of focus and should provide visual interest, while also being contextually relevant without overpowering the subject.
Our illustrations are built with simple, bold lines that work well at large scales or smaller ones, visually punctuating layouts. They’re effective at adding personality to a subject, communicating the abstract, and keeping our brand friendly and modern.
Icons
This custom suite of illustrations is a signature visual element in showcasing the CME Group product portfolio. All major products are represented, with each asset class having at least one illustration — and some having several.
Color
In application, icons may be used against the following background colors: CME Gray, CME Bright Blue, CME Dark Blue or CME Blue 2.
The icon stroke color should be primarily set in CME Dark Blue. In the case of the CME Dark Blue background, the icon stroke used is CME Blue 2.
Compositional Range
Beyond products, icons can be created for anything that has contextual relevance to CME Group. This can range from representing abstract offerings, like clearing, to things that are more aspirational, like the concept of "elevating." For a business that often needs to communicate abstract ideas, icons provide a way to add meaningful visuals to those communications.
Color in Motion
Accent fills are reserved for animation applications to bring life to the system. Fills must be contained within an outline and are used only against a CME Gray background.
Avoid filling more than one-third of the icon area or using more than one accent color per icon. In the case of adding multiple fills to one icon, all fills should use the same accent color.
Clear Space
To determine the clear space, make a square box that matches half of the icon's height. Place these squares at each of the icon grid's corners. This will ensure that the icons have enough breathing room when placed into layouts.
When placing multiple icons in a row, or in similar places within a layout, use a consistent clear space to ensure consistency and alignment. This clear space should be based off the tallest icon within the series.
There is a near-constant transfer of data and information happening around the globe at CME Group. To visually represent this, as well as the technology required to enable it, we employ a dynamic square grid with octagonal points.
When combined with images and typography, the grid becomes an organizational tool to help content and storytelling come alive.
The (Dynamic) Grid
The dynamic grid should serve as a base for every composition. The grid lines create square cells that can grow or shrink with the addition or subtraction of bisecting lines.
The grid can exist as even grid spacing or dynamic grid spacing. Even grid spacing is when the grid has consistently sized squares throughout. Dynamic grid spacing is when the grid has multiple-size squares.
The grid should only be in the colorways shown on the right. The background colors can be CME Dark Blue or CME Bright Blue with Blue 2 linework, or a CME Gray background with Gray 3 linework.
The (Type) Grid
Arranging type on the grid allows us to capture the idea of constant activity and data transformation in a unique and ownable way.
The (Image) Grid
CME Group is a global constant – connecting many different industries across various parts of the world. You can effectively visualize this idea by layering textural and environmental images with different scales of grid. Storytelling with the image grid can range from that of breadth to dimensionalizing a specific product.
The (Data) Grid
Octagonal points can be applied to the grid to visually represent data and the exchange of products, creating a more tech-centric feel. Different configurations of the data points on the grid can be used to create movement, texture or simple illustrations.
Help leverage and build the CME Group brand at all of your internal and external events. Included here are brand-approved guidelines for events of all sizes, event banners, booth backdrops, virtual event materials, examples of how to display product-specific content, how to utilize QR codes and much more. Click below to download our event visual guidelines.