APC VISUAL IDENTITY STYLEGUIDE. APC Identity Guidelines
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1 APC VISUAL IDENTITY STYLEGUIDE
2 Content 1. Mission Statement 2. Brand Personality 3. The Logo Specifications 4. Colour Guide Colour and Greyscale Background Applications 5. Usage Examples Printed Communications Online Communications 6. Incorrect Use
3 Mission Statement The Association for Progressive Communications is a global network of civil society organisations whose mission is to empower and support organisations, social movements and individuals in and through the use of information and communication technologies to build strategic communities and initiatives for the purpose of making meaningful contributions to equitable human development, social justice, participatory political processes and environmental sustainability.
4 Brand Personality APC is about connectivity, network, movement and technology. The brand personality describes the voice and manner of the APC brand that we want to communicate, in both the things we say and the interactions we have with key audiences and communities. Connectivity Network Movement Technology APC values ICT solutions that are appropriate and affordable APC is committed in creating and strengthening an international membership community for joint action and learning APC is a movement with a strong global south base and orientation APC believes in sharing information and tools in the public domain
5 The Logo Acronym 10mm 25mm Isotype - Sunburst Logotype - Organisational Name There are 2 elements in the logo, namely the sunburst, the APC acronym. It should be used exactly as shown on this page, including the usage of colours and spacing. For legibility the size of the logo should *not* be smaller than than 25mm x 10mm. The Logo
6 The grid system measurement for the logo is 17px x 7px and the isolation area is 1px all around the outside of it. Isolation area The Logo
7 Colour Guide Institutional Colours CMYK - C9 M100 Y93K0 RGB - R220 G32 B46 WEB - #DC1F2E PANTONE 1797 CMYK - C9 M79 Y93 K0 RGB - R223 G91 B48 WEB - #DE5B2F PANTONE 172 The institutional colours are red, orange and green. It must always be applied in the same tones and patterns. These are the different colour specifications for different graphic applications. CMYK - C90 M34 Y100 K27 RGB - R5 G103 B53 WEB - # PANTONE 7483 CMYK - C9 M49 Y93 K0 RGB - R228 G145 B50 WEB - #E49131 PANTONE 151 CMYK - K100 RGB - R0 G0 B0 WEB - # The Logo
8 Colour Guide Greyscale 100K 46K In greyscale, the logo should be in reverse white when the background is between 46% to 100%. Conversely, the logo should be 100% black when the background is 45% and below. 45K 10K The Logo
9 Logo with development (text) Acronym 17.5mm 35mm Isotype - Sunburst Logotype - Organisational Name In this version, there are 3 elements in the logo, namely the sunburst, the APC acronym and the organisation s name written in full. The above is the English version of the APC logo. For legibility the size of the logo should *not* be smaller than than 35mm x 17.5mm. It should be used exactly as shown on this page, including the usage of colours and spacing. The Logo
10 When there is a need to include the logo with a development (ie with the name of APC spelled out) the mark should use the corresponding language in which the communication is produced. The Logo
11 Specifications Measurement 2:1 Isolation area The logo s ratio is 2:1, or two squares arranged side by side horizontally. The sunburst fits into the left square and the text component fits into the right square. The logo must always keep to this ratio. The grid system measurement for the logo is 14px x 7px and the isolation area is 1px all around the outside of it. The Logo
12 Colour Guide Institutional Colours CMYK - C9 M100 Y93K0 RGB - R220 G32 B46 WEB - #DC1F2E PANTONE 1797 CMYK - C9 M79 Y93 K0 RGB - R223 G91 B48 WEB - #DE5B2F PANTONE 172 The institutional colours are red, orange and green. It must always be applied in the same tones and patterns. These are the different colour specifications for different graphic applications. CMYK - C90 M34 Y100 K27 RGB - R5 G103 B53 WEB - # PANTONE 7483 CMYK - C9 M49 Y93 K0 RGB - R228 G145 B50 WEB - #E49131 PANTONE 151 CMYK - K100 RGB - R0 G0 B0 WEB - # Colour Guide
13 Colour Guide Greyscale 100K 46K In greyscale, the logo should be in reverse white when the background is between 46% to 100%. Conversely, the logo should be 100% black when the background is 45% and below. 45K 10K Colour Guide
14 Non-Institutional Colours When the logo is applied on colours that are not the APC colours it should be done as follows: When the logo is placed on a black background, it should be rendered as above. Darker colour background, reverse white logo should be used. With lighter background, black version of the logo should be used. Non-Institutional Backgrounds When the logo is applied on backgrounds that are not the APC colours it should be done as follows: Background Applications
15 Incorrect Use 1. Don t skew the logo 2. Don t move the text 3. Don t apply effects 4. Don t rotate the logo 5. Don t recolour the logo 6. Don t add drop shadow Incorrect Use
16 Usage Examples Printed Communications Here are some examples of how to logo should be used in communication designs. It should be placed somewhere clear and and it should also be proportionate in size. Usage Examples
17 Usage Examples Online Communications Usage Examples
18
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