Room to Read. Branding Guidelines and Identity Standards

Transcription

1 Room to Read Branding Guidelines and Identity Standards

2 Welcome The Room to Read brand and logotype are integral parts of our worldwide image and identity. Careful attention must be taken to ensure its success and integrity. This booklet will help you understand our policy for using our messaging, logo, typeface, and color palette. Our goal is to help you produce graphic materials in a cost and time effective way, so that all communications visually work together. We thank you for adhering to these standards.

3 1.0 Messaging At the heart of every organization are the Vision Statement, Mission Statement and Core Values. These define our organization and exemplify why we exist Vision Statement Mission Statement Core Values Strategic Vision & Key Messaging

4 1.01 Vision Statement Our vision of the future. Room to Read believes that World Change Starts with Educated Children. We envision a world in which all children can pursue a quality education that enables them to reach their full potential and contribute to their community and the world Mission Statement How we will achieve our vision. Room to Read seeks to transform the lives of millions of children in developing countries by focusing on literacy and gender equality in education. Working in collaboration with local communities, partner organizations and governments, we develop literacy skills and a habit of reading among primary school children, and support girls to complete secondary school with the relevant life skills to succeed in school and beyond.

5 1.03 Core Values Core Values represent the essence of who we are as an organization. These values guide the relationships, processes, actions and decisions made by all employees at Room to Read. A. Passion for education We are passionate about and focused on the opportunities that education provides for the children and communities with whom we partner. B. Belief in innovation We encourage calculated risk-taking and are open to new ideas that further our mission and goals. We are a learning organization that finds creative solutions to country-specific and community-level challenges. We dream big. D. Action-oriented We set ambitious, yet achievable and measurable goals and strive to meet them. We quickly identify and resolve barriers to achieving results and make positive change happen. E. Commitment to collaboration and partnership We collaborate with governments, partners, communities, parents and children. We help team members achieve their goals. We seek others input internally and externally and we share what we know. C. Respect for diversity and local initiative We respect and embrace each other's differences. We share best practices, value country differences and tailor our programs to support local initiatives.

6 1.04 Strategic Vision & Key Messages Our strategic vision includes terminology that is part of the Room to Read vocabulary. We have two primary focus areas: Literacy and Gender Equality in Education. Under each objective, there are specific program components. To clarify how our current programs operate within our strategic framework, following is the key messaging around our programmatic goals and their components: Literacy Our Literacy program enables primary school children to become independent readers: Room to Read focuses our efforts on developing reading skills and the habit of reading in primary school aged children because literacy is the foundation for all future learning. We do this primarily by establishing libraries, increasing access to age-appropriate and culturally relevant reading materials (including publishing our own original local language children s books), and improving the child friendliness of the school environment. We ve recently increased our support for reading instruction to teach reading, writing and active listening to students in early grades, as well as creating materials and providing training for teachers. Gender Equality in Education Our Girls Education program supports girls to complete secondary school with the skills necessary to negotiate key life decisions: Room to Read focuses on girls transitioning to or in secondary school because that is where the biggest and most permanent gaps in gender equality in education take place. We do this primarily through supporting girls to attend school, providing female mentoring and creating more girlfriendly school environments. We ve recently added more emphasis on teaching life skills to girls so they will finish school and maximize their opportunities. Program Components: Girls Education program Program Components School Libraries School Construction Book Publishing Reading & Writing Instruction

7 2.0 The Logo Using the logo correctly is a vital part of a consistent and positive Room to Read brand presentation. The following detailed guidelines about logo usage should clarify which ones to use in varying situations. Only the authorized artwork (available on our website) should be used when reproducing the logo Logo Variations Logo Minimum Size & White Space Improper Usage of Logo Logo & Tagline English Only Logo & Tagline English Language & Local Language Using Tagline without Logo File Format Options

8 2.01 Logo Variations There are a few variations on the logo color, size, taglines and the suggested opportunities for usage are noted below. 4-color CMYK Ink Formulas: Blue: Yellow: Green: Black: A. The 4-color logo This is the official Room to Read logo. Use whenever possible on white or very light background. Blue 2-color Pantone Inks Dark Blue: 60% PMS 3015U Medium Blue: 45% PMS 3015U Light: 30% of PMS 3015U Black : B. The blue logo For two-color projects with white or very light background. Black 1-color Black : C. The black logo For black-and-white printing with sufficient background contrast. White (reverse) D. The white logo (reverse) For one-color printing on dark backgrounds.

9 2.02 Logo Minimum Size & White Space The following are suggestions for size and white space to provide maximum impact of our logo. Size the logo as needed for your layout. Measure the word Read in the logo. Make sure at least this measurement is used as a clear margin surrounding the logo. A. Minimum size The logo size you select will depend on the type of communication you are creating and the printing technique used. For most applications, the minimum size (vertical height) of the logo is.5-inch. Minimum logo height: Inches: 1/2 Millimeters: 12.7 Resolution: 150 at 300 DPI Pixels: 50 B. White space The clear space surrounding the Room to Read logo is very important to ensure readability and the integrity of our corporate identity. Whenever possible, keep the area around the logo clean and uncluttered.

10 2.03 Improper Usage of Logo Shown here are a few examples of common mistakes in the use of the Room to Read logo. A. Avoid Placing Logo on Images, Patterns or Colors Whenever possible, use logo on a white background. B. Avoid Distorting the Logo Do not stretch of condense the logo. C. Avoid Altering the Logo Do not rearrange the logo elements or change the color values of the logo. Do not use the logo in outline form.

11 2.04 Logo & Tagline English Only The following examples represent approved layout options if the tagline is written in English only. A. 1-line Stacked tagline When the logo is used together with the 1-line tagline, it is centered under the logo. B. 2-line stacked tagline When the logo is used together with the 2-line tagline, it is centered under the logo. C. 2-line tagline When there is more horizontal space than vertical space, the 2-line tagline may be used to the right of the logo. D. 3-line tagline Another option when there is more horizontal space than vertical space.

12 2.05 Logo & Tagline English & Local Language The following examples represent approved layout options if the tagline is written in English and a local language. A. 1-line stacked tagline When the logo is used together with the bilingual 1-line tagline, it is centered under the logo. B. 2-line stacked tagline When the logo is used together with the bilingual 2-line tagline, it is centered under the logo, with the English version on top. C. 2-line tagline When there is more horizontal space than vertical space, the bilingual 2-line tagline may be used to the right of the logo.

13 2.06 Using Tagline Without Logo The following examples represent approved layout options if the tagline is used without the logo. A. 1-Line tagline Do not modify the tagline in any way. If the tagline is used, it should always appear in the approved Helvetica typeface (or, if translated, in the approved typeface of your country) and should be in title case. There should be a period at the end, followed by the Registered Trademark symbol in superscript. B. 2-Line tagline The tagline can appear on two lines. The tagline can be shown in English only or English and a local language it should not be written in the local language alone. The tagline may appear in black, grey, white or Room to Read blue. The tagline may appear in black, grey, white or Room to Read blue. C. 3-Line tagline The tagline can appear on three lines. The tagline can be shown in English only. The tagline may appear in black, grey, white or Room to Read blue. The tagline may appear in black, grey, white or Room to Read blue.

14 2.07 File Format Options The logo artwork is available in a variety of format options (.eps,.jpg,.gif) on our website at In general, there are graphics formats suitable for printing and those for on-screen viewing or online publishing. Match the format to your job either by starting with graphics in that format or by converting other artwork to the desired format. A. EPS Printing to PostScript printers/imagesetters Graphics for T-shirts, banners, or mugs High resolution printing of illustrations Vector-based files, artwork can be scaled larger without loss in quality. B. JPEG, JPG Screen display, especially the Web, MS Office documents such as Word, Excel, and PowerPoint Online publishing of photographic images Scaling larger than original size will result in loss in quality and pixelated graphics and logos. C. GIF Screen display, especially the Web and s Flat solid color graphics and logos Online publishing of photographic images Scaling larger than original size will result in loss in quality and pixelated logos.

15 3.0 Color Palette To maintain our look and feel so that all communications worldwide work together, we have developed an approved palette of Room to Read colors to use when designing materials Color Chart

16 3.01 Color Chart The following color chart indicates the specific hues of our primary blue and all secondary colors. Print (CMYK) Print (Pantone/PMS) Web (Hex#) Screen (RGB) PMS 3015-U 007AA Blue Primary Color - Blue To be used on all materials FFCC4E Yellow Secondary Colors To be used in conjunction with the primary color B24B Green FAA74A Orange F564E Dark Grey B6C Light Grey

17 4.0 Fonts Consistent font usage is another important component of Room to Read s corporate identity. All employees and vendors that produce professional printed marketing materials such as business cards, brochures, postcards or signage should have and use our approved font Primary Font: The Sans Default Font: Helvetica

18 4.01 Primary Font: The Sans Whenever possible, our primary font, The Sans, should be used for all Room to Read marketing collateral. Most commonly used for text body copy and large headlines. The Sans Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The Sans Light Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Can be used for small text that is reversed out of a dark background. The Sans Plain abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The Sans Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Used for subheads with body copy. The Sans Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The Sans Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

19 4.02 Default Font: Helvetica Helvetica should be used if The Sans is not available. Most commonly used for text body copy and large headlines. Can be used for small text that is reversed out of a dark background. Used for subheads with body copy. Helvetica Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica Oblique abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica Bold Oblique abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

20 5.0 Photography The Room to Read story can best be told with positive and inspiring photographs of the children and communities our work seeks to affect. We strive to depict the joy of reading and the empowering effects of education in all of our images. Our photographic style is colorful and vibrant. We aim to show the positive results of our programs in action, and to portray the dignity and unique character of each child, teacher, mentor and parent we photograph.