PAHO Corporate Identity System. Building a Consistent Brand Image

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1 PAHO Corporate Identity System Building a Consistent Brand Image 1

2 Table of Contents PREFACE 1 PAHO LOGO 2 PAHO and WHO Logos 3 Colors 4 Typefaces 5 Correct and Incorrect Use of the Logo 6 STATIONERY 7 Letterhead 7 Slides 8 APPLICATIONS OF THE PAHO LOGO 9 Campaign and Advocacy Materials 9 Information Products 10 Branding Materials 11 CO-BRANDED COMMUNICATIONS 12 RESOURCES 13

3 PREFACE Why does PAHO need a corporate identity system? Acorporate identity system is an approach to managing the s brand, including the s logo, colors, typefaces and visual standards. A strong corporate identity promotes a consistent look and feel for all communications, increases visibility, builds reputation, and projects a clear idea of the s mission, values and objectives. This evolving document provides guidelines to safeguard the correct use of the PAHO corporate identity system. Our brand is key to ensuring that our products and materials represent and promote the consistently throughout the world. 1

4 PAHO LOGO Emblem Name The PAHO logo consists of the PAHO emblem (approved by the Directive Council on September 1978 DC34.R18) together with the name of the. The PAHO logo is a valuable component of the s intellectual property as it conveys instant association with and recognition of the. The PAHO logo represents the single brand of the and cannot be altered. The logo of WHO Regional Office for the Americas must be included next to or below the PAHO logo on information products published by PAHO. Both logos should be in the same language as the information product on which they appear. Horizontal layout: The WHO logo is displayed next to the PAHO logo. Vertical layout: The WHO logo is displayed below the PAHO logo. 2

5 PAHO and WHO Logos The PAHO and WHO logos in the four official languages of the. OFICINA REGIONAL PARA LAS English version Spanish version ESCRITORIO REGIONAL PARA AS Portuguese version French version Design Alternatives Condensed version For use on informal invitations, stamps, or when space is limited. PAHO WHO 3

6 Colors The PAHO logo may be used in blue, black or white for dark backgrounds. When used in color, the official color of the logo is a flat tint of: Pantone blue: 2925 CMYK Cyan: 90 Magenta: 25 RGB Red: 30 Green: 127 Blue: 184 Official color Black logo White logo 4

7 Typefaces used in the PAHO Logo ITC Frutiger is a sans serif typeface. Its many weights should be used throughout the PAHO collateral for body, headlines, subheads, captions and callouts. Frutiger can be substituted with Arial. ABCDEFGHIJKLMNOPQRSTUVWXYZ adcdefghijklmnopqrstuvwxyz Frutiger Ultra Black ABCDEFGHIJKLMNOPQRSTUVWXYZ adcdefghijklmnopqrstuvwxyz Frutiger Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ adcdefghijklmnopqrstuvwxyz Frutiger Roman Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ adcdefghijklmnopqrstuvwxyz Arial Black ABCDEFGHIJKLMNOPQRSTUVWXYZ adcdefghijklmnopqrstuvwxyz Arial 5

8 Correct and Incorrect Use of the Logo Right Way Wrong Way Blue PMS Horizontal Do not use incorrect PMS color or fade the logo Blue PMS Ver cal Do not rotate or distort the logo Black Horizontal Do not alter the space between logos Black Ver cal Do not outline the logos White Horizontal in color background Do not alter the size between logos White Ver cal in color background Do not use the logo as a shadow 6

9 STATIONERY Letterhead ation IN REPLY REFER R TO: 19 August 2013 Title [Company] [Address 1] [Address 2] [Address 3] Dear [Recipient]: e Fusce neque mi, consectetuer gravida, a convallis ac, varius a, pede. Fusce pellentesque pretium quam. Ut luctus, justo id volutpat iaculis, est diam pulvinar sem, quis bibendum turpis dui eget mauris. Sed in mauris. Ut massa. Pellentesque condimentum felis nec sapien. Integer posuere elit at turpis. Nulla facilisi. Sed sapien ipsum, commodo modo ut, facilisis vitae, ultrices non, metus. Aenean non n nulla. Curabitur molestie volutpat magna. Vestibulum tempor faucibus nisi. Pellentesque vitae enim. Aliquam rhoncus volutpat mauris. Sed auctor. Donec tincidunt velit et tellus. Donec sed augue eget lacus placerat adipiscing. Ut convallis suscipit nulla. Morbi posuere ullamcorper ligula. Duis sit amet odio nec lorem ornare gravida. Suspendisse ante nulla, gravida quis, eleifend sit amet, placerat eget, purus. Sed egestas magna ut erat. Vivamus euismod, odio id mattis porttitor, tellus nisl consectetuer turpis, ut auctor enim justo euismod nulla. Fusce eget diam vulputate massa tempor tempor. In ante. Phasellus convallis, nisl in vestibulum facilisis, lacus pede bibendum urna, dapibus pellentesque eros magna sed nibh. Etiam tortor arcu, porta nec, laoreet quis, mollis in, libero. Aenean dapibus est a metus. In sit amet elit. Pellentesque luctus lacus scelerisque arcu. Cras mattis diam. Sed molestie, lectus id bibendum luctus, magna orci luctus us quam, et auctor urna diam sit amet ligula. Sed purus dui, suscipit et, malesuada non, consectetuer in, augue. Proin et sapien. Maecenas aliquam, nibh id aliquet tincidunt, ante neque pulvinar mauris, sit amet fermentum nibh augue u mollis risus. Mauris porttitor varius mauris. Sincerely yours, SAMPLE Dr. Carissa F. Etienne Director Frutiger, Arial or Calibri 10 pts / 12pts rd St., NW, Washington, DC Tel.: Fax: Facebook.com/pahowho Twitter.com/pahowho Templates can be downloaded from the Intranet - 7

10 Slides Slide templates for PowerPoint presentations and digital displays 8

11 APPLICATIONS OF THE PAHO LOGO Campaign and Advocacy Materials The use of official campaign logos on information products is permitted for specific, time-limited campaigns. The PAHO logo must be used in conjunction with official campaign logos. In such cases, the PAHO logo must always be positioned in the most appropriate manner Campaign poster displaying PAHO/WHO logos along with the campaign logo 9

12 Information Products All information products published by PAHO should present a consistent corporate image and carry the PAHO logo. A Corporate Identity System clearance (CIS) should be requested from KMC Institutional Branding for all designed campaign and information products that represent and/or promote the. These products include publications covers, text pages, posters, banners, brochures, infographics, communication kits and promotional materials. To submit a request, go to 10

13 Branding Materials w w w. p a h o. o r g : our most basic asset PAHO, Catalyst for in the Americas rd St, NW, Washington DC Branding materials such as folders and brochures can be downloaded from the Intranet. 11

14 CO-BRANDED COMMUNICATIONS Correct Use of PAHO Logos Example B The name and logo of the must be placed first for all co-branded publications where PAHO is the main partner or donor of the project. This includes placement at the top for vertical layouts of the logo section (Example A) or on the left side for horizontal layouts of the section (Example B). The logo of the must be of equal size and prominence with all other logos. Co-branded communications where PAHO is not the main partner or donor follow the branding policies dictated by the primary business or organization. Example A Incorrect Use of PAHO Logos Example C Incorrect Use Example: Logos of other institutions appear first on the left (Example C). The name and logo of the must be placed first for all co-branded publications where PAHO is the main partner or donor of the project. For more information on co-sponsorhip of projects and the use of the PAHO logo, please refer to the Intellectual Property website: 12

15 RESOURCES PAHO promotional and information products should be professionally designed, or designed to a very high standard. To ensure high quality reproduction of the PAHO logo, staff can download and use the logos, templates and materials available on the Institutional Branding intranet website: Information products and advocacy materials produced by professionals outside of PAHO require corporate identity system clearance (CIS clearance). Please submit a request at the following website: Copyright, trademark and co-sponsorship information can be obtained from the Legal Office: For any other questions or information, please contact: 13

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