action/2015 Visual Identity Guidelines June 2014

Transcription

1 action/ Visual Identity Guidelines June 2014

2 ACTION/ BRAND GUIDELINES Contents Introduction 3 The action/ signifier 8 Clear space 9 Correct usage 10 Graphic elements 11 Cause names 12 Cause/issues and tone of voice 13 Highlight bars 14 Translations 15 Colour palette 16 Spacing and position: Offline 17 Online 18 Sizing 19 Partner logos 20 How the signifier could be used 21 Contact 23

3 INTRODUCTION BACKGROUND We come together because is a generational opportunity for transformational change. Two processes (COP-UNFCCC and the finalisation of the post- sustainable development agenda) culminate within months of each other with the potential to shape the future of our people and our planet. Our aim is to inspire actions that VISION Our vision is a transformational shift that ensures gender justice and enables everyone to live their lives in dignity, free from hunger and from the fear of violence, oppression, discrimination or injustice, in a way that protects the planetary systems required for survival of life on earth. Source: Istanbul Text empower the marginalised and collectively tackle the root causes of inequality, injustice, poverty and climate change. 3

4 WHO WE ARE WE ARE a movement because we are made up of thousands of organisations, coalitions and partnerships that reflect the diversity of activists fighting injustice, inequality, poverty and climate change all over the world. WE WANT concrete actions taken and ambitious agreements made in that reflect local struggles around the world and leave no-one behind. WE BELIEVE that ordinary people have the power to create extraordinary change when they come together and act. WE USE large-scale mass-mobilisation campaigns to compel substantive political action at COP-UNFCCC and in the design of the post- SDGs. WE HOPE that action/ becomes a platform for greater coordination among civil society, as we recognise that although is a critical opportunity for transformational change, it is just the beginning. is also an opportunity to recruit a new generation of change-makers who can hold power to account and ensure that pledges made in are delivered as we move towards

5 WHAT WE DO We channel and amplify the energy that already exists, sharing information and light-touch support to help the whole be greater than the sum of its parts. We highlight unique opportunities for large-scale publicfacing actions between organisations. We provide a platform for coordination and facilitation of joint actions. 5

6 OUR POSITIONING For civil society organisations engaged with the post- SDGs and COP-UNFCCC, action/ is an open-source global movement focused on mobilising millions of people to compel governments to take action in. action/ is different because it focuses exclusively on mobilisation rather than lobbying; it prizes action over discussion; it devolves rather than dictates; it has no bias towards a specific development issue and it is open and open source. For citizens around the world, action/ is an easy way of joining the dots between the many campaigns and actions they will see over the coming 18 months. Whatever issue they are passionate about, there will be an action, or partner, they can support and engage with, be it climate, gender, tax justice, human rights, maternal health etc. 6

7 THE GUIDELINES The purpose of these guidelines is to explain the use of the new action/ signifer and how to use the visual identity in all communications. This includes publications, presentations and all other materials both online and offline. 7

8 THE ACTION/ SIGNIFIER action/ is the primary signifier and is the essence and personality of the movement and how it represents itself globally. It has a consistent wordmark and a highlight bar which has been designated to accommodate movement cause names. It is important to maintain the strength and values of movement at all times and this guide provides the pertinent specifications needed to reinforce its integrity. action/ wordmark cause & highlight bar The guidelines set in this document are not meant to inhibit, but to improve the creative process. The action/ wordmark is based on a condensed sans serif typeface and includes a forward slash. As well as providing an introduction point for a cause name, visually, the forward slash gives a feeling of motion and action. The wordmark is intentionally stark to improve its legibility and has a roughness to enhance its unique personality. The yellow highlight bar serves as a point of visual focus and brings the cause to the fore. It takes the form of a spontaneous stroke adding a human touch and a sense of urgency. 8

9 CLEAR SPACE The exclusion zone The boundary marked in blue should always be given as an area free from distraction. Other visual elements should not encroach upon the indicated space. x x x 9

10 CORRECT USAGE Distortion Spacing and balance Proportions should be maintained at all times to ensure legibility and reinforce consistency. The signifier should be uniformly resized to fit a space and proportional dimensions should not be altered. extended The cause name should sit comfortably within the highlight bar with a fairly even distance between the type and the highlight boundary. Cause Cause foreshortened Cause Cause compressed overhanging Capitalisation Although Action/ may be written with a capital A in text it should never appear in the wordmark which should not be altered in any way. Cause capitalisation in wordmark Cause Cause Cause 10

11 GRAPHIC ELEMENTS The cause & highlight bar The yellow highlight area may be used to name specific causes or issues. The areas marked red are adaptable and available to accomodate named causes as shown in the examples below. Cause names should be set in Slab Tall Regular - available to download at: the red area indicates the live zone for cause names Cause the highlight bar can be extended to accomadate the cause name Poverty Climate 11

12 CAUSE NAMES Adding a cause name The illustration opposite shows areas that need to be considered when adding a cause name. blue = top edge of highlight bar red = insertion point and cap height of cause name The illustrations below show numbered stages to follow when adding a cause name. Cause names should be set in Slab Tall Regular available to download at: blue = bottom edge of highlight bar green = even distance for highlight bar to extend to beyond the cause name 1. Position a text box in red area and type in desired cause. Causename 3. Select a highlight bar (see p.14) and position between blue guidelines and align with forward slash. Causename 2. The name length will determine the size of the highlight bar which will extend to a point indicated in green. Causename 4. Adjust size to align length with green guideline. Causename 12

13 CAUSES/ISSUES AND TONE OF VOICE Here are some of the causes and issues that action/ covers Poverty Injustice Fairness Equality Specific causes or issues can be applied and take the form of a place name where appropriate. The core movement is action/ so if a date is to be added it should only ever be. Kenya Kenya Inequality Kenya Climate Change Kenya Water Kenya Children Forests Girls 13

14 GRAPHIC ELEMENTS - HIGHLIGHT BAR Templates The samples shown on this page show a variety of lengths in straight format and more irregular shape. The first example shows how the irregular shape may be more suitable where descenders occur such as the letter y. The bar serves to highlight the cause and should feel spontaneous and should not be restrictive. xxxy xxxx xxxxx xxxxx xxxxxx xxxxxx 14

15 GRAPHIC ELEMENTS - TRANSLATIONS The wordmark The action/ wordmark is based on the typeface Wagner Round and is slightly distressed in order to give it a character that is unique to the movement and will distinguish it from the cause name. The Wagner Round typeface is available to buy online (see below) with the purchase of a licence for all action/ participants under discussion. The distressed alphabet is available to download as a guide for roughening or can be used directly to create the translated wordmark. Wagner Round Wordmark letterforms Typeface available online to purchase at: The wordmark alphabet is available on the civicus action/ website, in the download area. 15

16 GRAPHIC ELEMENTS - COLOUR PALETTE CMYK breakdown for print Mono: Wordmark & Cause 100%black, highlight 25% black C0 M0 Y0 K100 C0 M0 Y100 K0 C0 M0 Y0 K25 C0 M0 Y0 K80 Mono reversed: Wordmark & Cause white, highlight 80% black RGB breakdown for online R26 G23 B27 R255 G237 B0 Colour reversed: Wordmark & cause 100% yellow, highlight 80% black R207 G208 B210 R88 G88 B90 16

17 SPACING & POSITION - OFFLINE The position of the signifier is based on the exclusion zone and the geometry of an area, in the examples illustrated the format is A4. The width of the mark represents about one fifth of the format width. 51 mm 12.3 mm 17.5 mm 19 mm 19 mm 12.6 mm 51 mm 12.3 mm 17

18 SPACING & POSITION - ONLINE Banners Full size signifier Depending on the overall content of the digital banner either a full sized or half sized signifier may be used. Skyscrapers Full width signifier Banners Half size signifier 18

19 SIZING Minimum reproduction size To ensure legibilty is retained the minimum size rule should be adhered to. The primary logo can be reproduced at minimum of 25mm width. Where cause names apply the action/ wordmark should be set at a minimum height of 6.75mm and name set in Slab Tall Regular (available to download at at a cap height of 17pt. Maximum width for small spaces A highlight bar of suitable length can be selected from the highlight bar templates. It is recommended that the bar does not exceed 3 times the length of the wordmark. xxxy xxxx xxxxx xxxxx xxxxxx xxxxxx 6.75mm 25mm 19

20 PARTNER LOGOS The position of the mark alongside other logos is based on the exclusion zone and an additional even distance to allow a breathing space for the partner logo. 20

21 HOW THE SIGNIFIER COULD BE USED 21

22 HOW THE SIGNIFIER COULD BE USED 22

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