INTERNATIONAL BRAND IDENTITY
INDEX INTERNATIONAL 4 5 6 8 16 22 24 26 28 30 32 34 36 40 40 42 44 46 48 50 52 54 S CORPORATE MANUAL: GUIDELINES & GRAPHIC IDENTITY PERSONALITY : THE BRAND THE 4-COLOR LOGO BLACK & WHITE VERSIONS WHITE VERSION ON CORPORATE COLORS SPECIAL USES COUNTRY-SPECIFIC LOGOS PROHIBITED USES GRAPHIC ELEMENT COLORS TYPOGRAPHY BRAND ARCHITECTURE STATIONARY APPLICATIONS Business card Stationary / letterhead Envelopes CD / DVD print T-SHIRTS, VESTS, & JACKETS VEHICLES EMAIL SIGNATURES OFFICIAL FILES & FINAL ARTWORK 3
S CORPORATE MANUAL: GUIDELINES & GRAPHIC IDENTITY A practical manual for managing s brand identity PERSONALITY s corporate identity wasn t created to standardize all of our materials, but to highlight s unique personality and represent the organization s core values This updated corporate manual doesn t change s brand or graphic identity; it s meant to reinforce the existing guidelines by resolving a range of design problems that make it easier to use. The elements described in this manual are the basic materials for constructing image and corporate identity. The logos, colors, fonts, photographs, and illustrations along with how they are used lend its unique personality and its brand coherence. This manual explains how to use these elements. EASY makes things easy, starting with its logo. A well articulated logo, along with fewer restrictions governing its use, makes it easier to implement our visual identity both in the headquarters and in the field. TRANSPARENT is straightforward. An updated visual identity allows for clearer messages, more effective communication, and gives a clear impression of our core values. CURRENT s corporate image is flexible and easily adaptable, which keeps it up to date and relevant. This speaks to s innovative character and adaptive capacity to respond in an ever changing world. PROFESIONAL We strive for brand presence in all our communications, but avoid misuse and oversaturation of our visual identity. Our brand gives a clear impression of our efficiency and knowhow. 4 5
: THE BRAND uses four versions of its logo All references in this manual apply to any of them. 6 7
THE 4-COLOR LOGO s color logo consists of four colors The words Hunger, Faim and Hambre are not transparent; they are always white [1] Green, [2] Blue, [3] White, [4] Orange The logo is no longer framed by a rectangular white background; the logo is now free of borders. [1] [2] [3] [4] 8 9
This is how the logo appears on a white background. This is how the logo appears on a black background. 10 11
This is how the logo appears on a photographic background. 12 13
The 4 color logo cannot be used over our corporate colors (i.e., blue, green and orange) because the background color interferes with the logo, causing part of it to disappear. Two black and white and one all-white version of the logo have been created to resolve this design problem; the black and white versions were also designed for use over photographic backgrounds. 14 15
BLACK & WHITE VERSIONS There are two versions in black and white [1] POSITIVE B/W version for use on light backgrounds. [2] NEGATIVE B/W version for use on darker backgrounds. To avoid additional confusion, the black and white versions of the logos no longer incorporate grayscale colors: for simplicity and ease of use, the logos are now all-black or all-white. [1] [2] On the facing page you can see these versions on black and white backgrounds. On the following pages you ll see how these black and white logos look like when used on colored backgrounds and over photographs (in both their positive and negative versions). In cases where both versions can be used, priority should be given to the positive version. 16 17
18 19
20 21
WHITE VERSION ON CORPORATE COLORS There is only one transparent version of s logo: an all-white logo that can only be used over our corporate colors. As this version is transparent, it cannot be used with photographs or over any other background color. 22 23
SPECIAL USES No. 1: LOGO WITH PHONE & WEBSITE When adding a phone number and web address to the logo for marketing purposes, the phone number should be positioned below the logo but above the web address. The font used is Helvetica Condensed Bold at 25% black. This arrangement should not be used with very small versions of the logo. No. 2 ON T-SHIRTS IN THE FIELD A blue ink version of the logo is permitted in the field when cost considerations constrain the production of official t-shirts, vests, or jackets (99% Cyan, 51% magenta, 0% yellow, 0% black). This exception also facilitates the production of gear with institutional donor logos (e.g., ECHO). In all other cases, the black and white versions of the logo should be used with colored t-shirts; the all-white version of the logo can be used with t-shirts in our corporate colors (orange, blue, green). [1] [2] 24 25
COUNTRY-SPECIFIC LOGOS To make the logo country-specific, create a margin of width (X) below the logo and add the country name (e.g., Sierra Leone one of s longer country names) using the Futura Heavy font. The added text should not exceed the length (Y) of the orange INTERNATIONAL band. All country names should be centered along the logo s vertical axis. X X Y 26 27
PROHIBITED USES s corporate image is flexible, but there are some clear restrictions. By using the official files provided in the accompanying CD-ROM you can help protect s public image. [1] [2] Please avoid the following misuses: - Do not distort the logo s width or height [1] - Do not modify the logo s colors. Ever. [2] - Do not create transparent versions [3] [4] - Do not crop or distort its dimensions [5] - Do not use the all white version over any background except our corporate colors [6] [3] [4] [5] [6] 28 29
GRAPHIC ELEMENT The logo s graphic element can be used as a stand-alone icon without changing its color or shape. It can be used in color, in black & white, and in 10% black. The upper half of the icon can also be used on its own in green, black & white, and in 10% black. The watermark version of the color icon will no longer be used. The icon used in the background of a word document or a Powerpoint slide should always be the gray version. 30 31
COLORS s color logo consists of four colors, one of them being pure white PANTONE 368 RGB red green blue 105 190 40 CMYK cyan magenta yellow black 70% 0% 100% 0% The colors swatches on the facing page are only an approximation, as they have been digitally reproduced. Refer to the PANTONE Guide to ensure color accuracy. PANTONE 300 RGB CMYK Each color swatch provides its PANTONE number i.e., its real color reference along with its percentages in CMYK (for print reproduction) and its equivalent in RGB (for digital displays). red green blue 0 101 189 cyan magenta yellow black 99% 51% 0% 0% PANTONE 151 RGB CMYK red green blue 255 121 0 cyan magenta yellow black 0% 64% 100% 0% 32 33
TYPOGRAPHY uses three fonts Garamond for internal or external documents as needed (e.g., easy to read; need for serif font, etc.). Trebuchet for publications, printed materials and online presentations. Futura for headlines. Garamond and Trebuchet both come standard in Windows, and so are universally available. NOTE: The use of any other typography i.e., for external advertising or publicity efforts must be approved by a communications director. Adobe Garamond Adobe Garamond Bold Trebuchet MS Trebuchet MS Bold Futura Light Futura Book Futura Medium Futura Heavy Futura Bold abcdefghijklmnñopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNÑOPQRSTUVWXYZ 34 35
BRAND ARCHITECTURE THE LANGUAGE OF THE LOGO As Spanish, English, and French are s three official languages, there are three versions of the logo one in each official language. While s logo has great strength, it also presents a major drawback at the international level: the sometime disconnect between the logo s language (French, English, or Spanish) and the national language of our countries of operation. This can result in situations where the French logo is used in Englishspeaking country such as Liberia, or the Spanish logo in Francophone countries such as Mali. As a solution, created the Acronym Logo for use in our countries of operation. THE RULES OF COEXISTENCE: WHEN TO USE THE ACRONYM LOGO In French-speaking countries, along with the "Action contre la Faim" logo In English-speaking countries, along with the "Action Against Hunger" logo In Spanish-speaking countries, along with the "Acción contra el Hambre" logo In countries with other national languages, along with the logo in the language usually used for working For instance, if the Madrid HQ manages a mission in Malawi, we d expect to find the Acronym Logo in use along with the Action Against Hunger logo Malawi being an English-speaking country. Alternatively, a Madrid HQ mission in Mali would find the Acronym Logo in use alongside the Action contre la Faim logo, while in Guatemala, it would be the Acronym Logo alongside the Acción contra el Hambre logo. In Georgia, a Madrid HQ mission, we will find the logo along with the Action Against Hunger logo, as English is the common language used in the mission. HQ France Spain USA UK Canada Situation In France, speaking French In France, speaking English In France, speaking Spanish Spanish-speaking country French-speaking country English-speaking country Any other language In Spain, speaking Spanish In Spain, speaking English In Spain, speaking French Spanish-speaking country French-speaking country English-speaking country Any other language In USA, speaking English In USA, speaking French In USA, speaking Spanish Spanish-speaking country French-speaking country English-speaking country Any other language In UK, speaking English In UK, speaking French In UK, speaking Spanish Spanish-speaking country French-speaking country English-speaking country Any other language In Canada, speaking French In Canada, speaking English In Canada, speaking Spanish Spanish-speaking country French-speaking country English-speaking country Any other language Name Action contre la Faim Action Against Hunger - France Action contre la Faim - Francia Acción contra el Hambre - Francia Action contre la Faim - Francia Action Against Hunger - France Main working language Acción contra el Hambre Action Against Hunger - Spain Action contre la Faim - Espagne Acción contra el Hambre - España Action contre la Faim - Espagne Action Against Hunger - Spain Main working language Action Against Hunger Action contre la Faim - USA Acción contra el Hambre - USA Acción contra el Hambre - USA Action contre la Faim - USA Action Against Hunger - USA Main working language Action Against Hunger Action contre la Faim - UK Acción contra el Hambre - UK Acción contra el Hambre - UK Action contre la Faim - UK Action Against Hunger - UK Main working language Action contre la Faim Action Against Hunger - Canada Acción contra el Hambre - Canada Acción contra el Hambre - Canada Action contre la Faim - Canada Action Against Hunger - Canada Main working language Logos Action contre la Faim Action contre la Faim Action contre la Faim Acción contra el Hambre Acción contra el Hambre Acción contra el Hambre Action Against Hunger Action Against Hunger Action Against Hunger Action Against Hunger Action Against Hunger Action Against Hunger Action contre la Faim Action Against Hunger Action contre la Faim Secondary logo Acción contra el Hambre Action contre la Faim Action Against Hunger Main working language Acción contra el Hambre Action contre la Faim Action Against Hunger Main working language Acción contra el Hambre Action contre la Faim Action Against Hunger Main working language Acción contra el Hambre Action contre la Faim Action Against Hunger Main working language Acción contra el Hambre Action contre la Faim Action Against Hunger Main working language 36 37
USE OF NAMES & ACRONYMS IN WRITTEN TEXTS Using s Names & Acronyms in Written Texts: When referring collectively to s international programs, we refer only to or to Action contre la Faim, Action Against Hunger, or Acción contra el Hambre (depending on the market): i.e., we don t distinguish between programs administered by each headquarters unless specific circumstances require that we clearly identify a particular HQ (e.g., for tax purposes or donor-specific questions). Sede-HQ-Siège España France Canada United States United Kingdom Español Acción contra el Hambre - España (-España) Acción contra el Hambre - Francia (-Francia) Acción contra el Hambre - Canada (-Canada) Acción contra el Hambre - USA (-USA) Acción contra el Hambre - UK (-UK) English Action Against Hunger - Spain (-Spain) Action Against Hunger - France (-France) Action Against Hunger - Canada (-Canada) Action Against Hunger - USA (-USA) Action Against Hunger - UK (-UK) Français Action contre la Faim - Espagne (-Espagne) Action contre la Faim - France (-France) Action contre la Faim - Canada (-Canada) Action contre la Faim - USA (-USA) Action contre la Faim - UK (-UK) International Internacional () International () International () NOTE: Acronyms should be kept to a minimum when writing for public or external audiences, with a clear preference for using our organization s full name (e.g., Action Against Hunger) whenever possible. 38 39
STATIONARY APPLICATIONS BUSINESS CARD 85 x 55 mm (or 3.5 x 2 inches). 1 / 1 The back of the card can differ between headquarters. Olivier Longué Director General General Director olongue@achesp.org tel. +34 91 391 53 02 móvil +34 649 193 260 Caracas 6, 1º 28010 Madrid Tel. +34 91 391 53 00 www.accioncontraelhambre.org www.accioncontraelhambre.org 40 41
STATIONARY / LETTERHEAD Color or black & white versions (in standard A4 or 8.5 x 11 inch sizes). Fundación declarada Benéfica de Asistencia Social Caracas 6, 1º 28010 Madrid Tel. 91 391 53 00 Fax 91 391 53 01 E-mail: ach@achesp.org C.I.F.: G-81164105; Inscrita en el Archivo-Registro del Protectorado de Fundaciones con el nº 28/0968 Fundación declarada Benéfica de Asistencia Social Caracas 6, 1º 28010 Madrid Tel. 91 391 53 00 Fax 91 391 53 01 E-mail: ach@achesp.org C.I.F.: G-81164105; Inscrita en el Archivo-Registro del Protectorado de Fundaciones con el nº 28/0968 42 43
ENVELOPES 220 x 110 mm or 4 1/8 x 9 1/2 inches. 1 / 1 Caracas 6-1º 28010 Madrid Tel. +34 91 391 53 02 Fax +34 91 391 53 01 www.accioncontraelhambre.org 44 45
el manual práctico de uso de la marca CD / DVD PRINT 116 mm (4.5 inch) diameter. 1 / 1 46 47
T-SHIRTS, VESTS, & JACKETS [front No. 1] [front No. 2] [back] 48 49
VEHICLES 50 51
EMAIL SIGNATURES It is important to standardize the signatures we use in emails, with consistent usage of font sizes and colors to reinforce our organization s identity in each market. The basic signature model is this, but can be allow for market-specific standardization in our email signatures. Name Title email@acf.org ------------------------------------------------- ORGANIZATION NAME -XX www.xxxxxxxxxx.org Address Phone Mobile Skipe Tag line or campaign (if exists or is needed) Legal text (if needed) Example for USA: John Smith Financial Director jsmith@actionagainsthunger.org ------------------------------------------------- ACTION AGAINST HUNGER -USA www.actionagainsthunger.org 212-967-7800 x108 646-265-7796 mobile To change your signature in Outlook: Copy and update your headquarters model signature From within Outlook, go to Tools > Options > Mail Format > Signatures > New > Next Paste Example in Spain: María López Directora Finaciera mlopez@achesp.org -------------------------------------------------------------------------------------------------------- ACCIÓN CONTRA EL HAMBRE -Spain www.accioncontraelhambre.org C/ Caracas 6, 1º 28010 Madrid (Spain) Tlf: +34 91 771 16 60 Fax: +34 91 391 53 01 Este mensaje se dirige exclusivamente a su destinatario. Contiene información CONFIDENCIAL sometida a secreto profesional o cuya divulgación está prohibida por la ley. Si ha recibido este mensaje por error, debe saber que su lectura, copia y uso están prohibidos. Le rogamos que nos lo comunique inmediatamente por esta misma vía o por teléfono y proceda a su destrucción. El correo electrónico vía Internet no permite asegurar la confidencialidad de los mensajes que se transmiten ni su integridad o correcta recepción. ACCIÓN CONTRA EL HAMBRE no asume responsabilidad por estas circunstancias. Si el destinatario de este mensaje no consintiera la utilización del correo electrónico vía Internet y la grabación de los mensajes, rogamos lo ponga en nuestro conocimiento de forma inmediata. This message is intended for the exclusive use of the recipient. It contains CONFIDENTIAL information subject to the laws of professional confidentiality and the dissemination of which is forbidden by law. If you have received this message by mistake you should be aware the reading of same, the copying of same and its use are forbidden by law. We request that suing the same means or by telephone you notify us immediately and proceed immediately to the destruction of said message. Electronic mail via Internet does not permit guarantee of confidentiality of the messages which are transmitted, the integrity of same nor correct receipt of same. ACCIÓN CONTRA EL HAMBRE assumes no responsibility for these circumstances. If the recipient of this message should not be in agreement with the use of electronic mail via Internet and the recording of messages we request that he/ she brings it to our attention immediately. 52 53
OFFICIAL FILES & FINAL ARTWORK s official logo files, font families, and other brand resources are available on the Corporate Manual CD-ROM (both PC/Mac compatible) in the following formats: The CD-ROM also includes: - power point template. - word template for reports. - this manual in English, Spanish and French. JPG and EPS formats for use in print materials using ADOBE applications and other design programs. PNG format for use in WORD, EXCEL and POWERPOINT documents. NOTE: when using the JPG format in Microsoft documents the transparency is lost and a white square appears around the logo. The PNG format is therefore the preferred format for these applications. If you don t have a copy of the CD-ROM, these resources can be found on the HQ intranet when available or requesting an official copy to your headquarter office. A practical manual for managing s brand identity 54