Stockholm Environment Institute. Visual identity guidelines

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2 The following pages give a guide to the institute's graphic profile for publications and all printed materials. The document outlines the various outreach products available and gives guidance on the use of the logo. There is also advice on the use of fonts and colour palettes, photographs and graphics.

3 Our logo The SEI logo is the single most important element of the institutes visual identity. It appears on all SEI outreach materials including the publication series and web site. It can, by prior agreement, be used in other contexts by partner organisations and other associates but guidelines for use must be adhered to. The logo must never be stretched, reshaped, edited or altered in anyway other than the permissible variations listed in this document. Don t Stretch the logo Minimum size 8mm The logo must always be used in it s entirety. There are instances where the logo can be used in it s acronym form, as below, but this must be with prior agreement. Squeeze the logo Reshape the logo

4 Logo colour There are three main ways in which the logo is used: Full colour (where the SEI brown must not be substituted for other colours or shades) Black version White version These are used depending on the circumstances. Logo Colour PANTONE - 491C 15C 85M 53Y 54K R: 117 G: 41 B: 41 Black version: For use on white or pale backgrounds logo never less than 30% black Reversed white version: For use on solid backgrounds or on tints of black no less than 30%

5 SEI Slogan: Bridging science and policy SEI has a strong slogan (or strap line) that should be used throughout the communications portfolio. When used in conjunction with the logo it can enter the logo protection area but should not appear to be part of the logo. Here are a couple examples of good practice. Bridging Science and Policy Bridging science and policy sei-international.org

6 Logo protection area To maintain the logos integrity and clarity when used on none standard SEI publications a protection area must be observed. The role of the protection area is to maintain the logo s visibility when using other graphic elements, near the logo. Graphic elements, including other logos and typography, must not break into this protection area which is no less than 1 x the height of the logo itself (illustrated by the E s of SEI in the examples). PARTNER LOGO PARTNER LOGO PARTNER LOGO PARTNER LOGO PARTNER LOGO PARTNER LOGO

7 Logo - Co-branding The SEI logo should be the same size as the partner logo or logos. Other rules governing the size and position of the logo also apply. Funders logos appear on the inside front cover, together with the acknowledgements. Research partner logos (this may apply to NGOs who have made an active contribution to the project) may appear on the front cover. In this case, a single logo should be placed to the right of the SEI logo, aligned with the right hand margin. PARTNER LOGO Stockholm Environment Institute, Working Paper Stakeholder engagement and the work of SEI: An empirical study John Forrester, Åsa Gerger Swartling and Kate Lonsdale Example of how funders logos appear on the back of the title page, together with the acknowledgements SEI does not co-brand policy briefs or factsheets. Other organizations may be acknowledged in the text. Multiple logos are to be avoided as far as possible. In exceptional circumstances, the logos may be placed to the left of the title of the report/working paper.

8 Co-branding - Partner Publications The SEI logo must appear on the front or back cover of the publication, adhering to the overall rules governing the use of the SEI logo. These guidelines shall be made available to the partner organization. It is the responsibility of the SEI project leader to ensure that the logo is applied according to the guidelines. Advice may always be sought from the publications team.

9 Using the logo with colour backgrounds The SEI logo should always be seen clearly. The brown element of the SEI logo (PANTONE 491C) means extra care needs to be taken when selecting which background to use it on. There are options to also use black or white versions of the logo. Here are some examples of good, and BAD, practice. PANTONE 100% PANTONE 100% PANTONE 100% PANTONE 100% PANTONE 25% PANTONE 25% PANTONE 25% PANTONE 25%

10 Using the logo with photography On a photographic background, such as with use on posters or book covers, care should be taken that the SEI logo is prominent at all times. Photographic images can vary greatly therefore it is important to choose which version of the logo (colour or black and white) is most appropriate for the chosen image. Placement of the logo on an image is also an important consideration, the logo should always be placed in a fairly neutral, uncluttered part of the image. Do Use the colour logo when possible Select the white version when using on contrasting dark backgrounds Don t Use colour logo over similar colours Place the logo over busy, high contrast photographs Use the black version when using on lighter coloured backgrounds Use the black version on dark or high contrast images

11 Photographs The use of photographs in SEI publications is another key component of our visual identity. The institute is involved in a broad range of activities and communicates to various different audiences so the imagery used will vary greatly but should none the less always conform to certain standards. Photographs need to have sufficient resolution, especially in printed documents. Picture should have at least one million pixels (1Mp, or 1Mb of data) if it is going to be a significant part of any page. Do Show real people, real situations Don t Use dull or uninspiring images Use striking, dramatic images Use poor quality photography Use bright, high quality imagery Use posed / trite stock images

12 Fonts There are two main font families used for all SEI publications. Times New Roman and Futura. Diagrams Use Arial. SEI publications use a combination of Times New Roman, for body text, and Futura, for headings, boxes, tables etc. The body text for all documents is 10pt, except for research reports which are 9.5pt. Heading sizes vary between 10pt and 18pt. Diagrams use the Arial font family, most commonly 8.0pt

13 Publications Suite Working Paper This is the simplest SEI publication, designed for "work in progress" or unpolished work, when there is a need to get information quickly into the public domain. It is A4 format with an orange cover. There is generally no colour inside the document (except where we use original graphics to save time) and layout is single column. Headings are relatively small and the document runs though without much empty space. Any length of document is possible, but typically they run to sides. Stockholm Environment Institute, Working Paper Stakeholder engagement and the work of SEI: An empirical study John Forrester, Åsa Gerger Swartling and Kate Lonsdale Click here to look in more detail at a Working Paper Working Paper PANTONE - 151C 0C 55M 100Y 0K R: 242 G: 125 B: 0 Fonts This is a main heading - level 1 (11pt normal) This is a level 2 heading (11 pt normal) This is a level 3 heading (10 pt normal) This is a level 4 heading (10 pt italicised) Body text Times New Roman (10pt normal)

14 Publications Suite Project Report This is probably the most frequently produced publication. It is designed for concluding or ongoing projects, and to report to funders or clients. It is A4 format with a blue cover. The blue colour scheme is continued inside the document with blue headings, tables, and boxes. Layout is two column. Headings are more prominent than in the Working Paper and the document is broken down into Chapters which each start on a new page. Stockholm Environment Institute, Project Report Stakeholder engagement and the work of SEI: An empirical study John Forrester, Åsa Gerger Swartling and Kate Lonsdale Any length of document is possible, but typically sides. Click here to look in more detail at a Project Report Project Report PANTONE C 71C 30M 13Y 41K R: 69 G: 99 B: 122 Fonts This is a main heading - level 1 (14pt italicised) This is a level 2 heading (10pt normal) This is a level 3 heading (10pt normal) This is a level 4 heading (10pt bold) Body text Times New Roman (10pt normal)

15 Publications Suite Technical Report These are in a style similar to that of the Working Paper, with A4 format and single column layout. The major difference is a muted green colour scheme for the cover. Stockholm Environment Institute, Technical Report Technical reports are distinguished from working papers in that they present pieces of research that are fully formulated, rather than work in progress or exploratory development areas. They may give details of some small but significant research conclusions, explain a particular methodology or give a more detailed explanation of key concepts used in other research. They are usually directed towards a limited or specialist audience. A Consumption Approach for Emissions Accounting - the REAP Tool and REAP Data for 2006 Elena Dawkins, Katy Roelich and Anne Owen Click here to look in more detail at a Technical Report Technical Report PANTONE C 40C 19M 66Y 58K R: 94 G: 102 B: 56 Fonts This is a main heading - level 1 (11pt normal) This is a level 2 heading (11 pt normal) This is a level 3 heading (10 pt normal) This is a level 4 heading (10 pt italicised) Body text Times New Roman (10pt normal)

16 Publications Suite Research Report This is the SEI flagship publication, to present work of the highest academic standard. It is a non standard paper size format (180 x 240mm), more like a softcover book, with a brown and white cover. There is no colour inside the document and figures are produced in grey scale - it is designed to look authoritative and layout is single column. Headings are more like the Project Report, though, and the document is broken down into Chapters which each start on a new page. A Review of Offset Programmes: Trading Systems, Funds, Protocols, Standards and Retailers Kollmuss, Lazarus, Lee and Polycarp SEI Stockholm Environment Institute, Research Report The Global Environment Facility: Funding for Adaptation or Adapting to Funds? Annett Möhner & Richard J.T. Klein Click here to look in more detail at a Research Report Research Report PANTONE - 491C 15C 85M 53Y 54K R: 117 G: 41 B: 41 Fonts This is a main heading - level 1 (14pt italicised) This is a level 2 heading (12pt) This is a level 3 heading (10pt) This is a level 4 heading (9.5pt) Body text Times New Roman (9.5pt normal)

17 Publications Suite Fact Sheet PANTONE C 48C 17M 41Y 51K R: 92 G:112 B: 94 Fact Sheets Click here to look in more detail at a Fact Sheet Fact sheets are double sided flyers giving basic information about a topic or project in a visually interesting way, with photos and graphics. The first section contains standardised information - Country/Region, Project name, Partners, Funding Agency, Duration. The information bar at the end is common to both Issue Papers and Policy briefs, but there is significant flexibility in the layout of the fact sheet itself. POLICY BRIEF Policy Briefs Click here to look in more detail at a Policy brief This is a document that summarises the conclusions from a report or piece of research. It is four sides of A4 (a single, folded, sheet of A3 card, if printed), with brown as the colour scheme. It has a defined structure - key findings, body text, recommendations, and contact information - though some flexibility in layout is possible. Policy Brief PANTONE - 491C 15C 85M 53Y 54K R: 117 G: 41 B: 41

18 SEI - Stockholm Kräftriket 2B SE Stockholm Sweden Tel: SEI - Africa Institute of Resource Assessment University of Dar es Salaam P.O. Box 35097, Dar es Salaam Tanzania Tel: +255-(0) SEI - Oxford Suite Banbury Road, Oxford, OX2 7DL UK Tel: SEI - York University of York Heslington York YO10 5DD UK Tel: SEI - Asia 15th Floor, Witthyakit Building 254 Chulalongkorn University Chulalongkorn Soi 64 Phyathai Road, Pathumwan Bangkok Thailand Tel: +(66) SEI - U.S. 11 Curtis Avenue Somerville, MA USA Tel: SEI - Tallinn Lai 34, Box 160 EE , Tallinn Estonia Tel: sei-international.org Bridging Science and Policy