The New Climate Economy - Brand Guidelines. Brand Guidelines. 1

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David Sparks
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1 Brand Guidelines 1

2 Introduction The Global Commission on the Economy and Climate is a major new international initiative to analyse and communicate the economic benefits and costs of acting on climate change. Chaired by former President of Mexico Felipe Calderón, the Commission comprises former heads of government and finance ministers and leaders in the fields of economics and business. The project is being undertaken by a global partnership of research institutes and a core team led by Programme Director Jeremy Oppenheim. An Economic Advisory Panel of world-leading economists, chaired by Lord Nicholas Stern will carry out an expert review of the work. After the report launch, the Commission will take its findings and recommendations directly to heads of government, finance and economic ministers, business leaders and investors throughout the world in a systematic outreach strategy. The results will be communicated to the wider economic community and civil society through a variety of global and national media channels. The aim is to contribute to global debate about economic policy, and to inform the policies pursued by governments and the investment decisions of the business and finance sectors. The New Climate Economy is the Commission s flagship project. It aims to provide independent and authoritative evidence on the relationship between actions which can strengthen economic performance and those which reduce the risk of dangerous climate change. It will report in September Many Thanks Felipe Benitez Director of external affairs and strategic communications 2

3 Contents Main logo 4 Sizing 5 Please DON T 6 Colour Palette 7 Strapline 8 Together with partner brands 9 Together with partner brands DON T 10 Social Media Avatars 11 Logo Typeface 12 Primary Typeface 13 Secondary Typeface 14 Typography Examples 15 Photography 17 Grid layouts 18 Thank You

4 Our main logo is to be used whenever possible according to the following guidelines. Logo and strapline in brand colour orange. Use this logo if colour isn t available. This is our secondary logo. When the main logo can not be used this should be your first choice. Main Logo Our secondary logo in black and white. Use this logo if colour isn t available. Our logotype represents us and what we stand for. The New Climate Economy main logo is a sharp rectangle. It contains the New Climate Economy type. The New Climate Economy logo carries the brand, the vision and the service. The logo elements - the typeface, the colour orange and its shape together represent our work. These elements form a whole and should therefore be treated as one. 4

5 The clear spaces surrounding the New Climate Economy main logo should be equal. No other text or logo should come past the dashed lines. The measurements for the secondary logo inside spacing are all equal. The measurements for the outside should always be: Height = X Width = (X) x 4.25 Minimum size: The main logo can never be reduced in size to under 180x35 pixels. Sizing We think it s important to consider clarity, space and simplicity - let these terms be your guide during the layout process. If still in doubt, it s always better to be safe than sorry. 5

6 Please don t place logo type in any corner with no equal spacing. Please don t place logo at the bottom of any background box with no equal spacing. Please don t have the logo cut off at any time. The logo and strapline should be visable and readable. Please DON T Our brand is very important to us. Please never change, transform or add elements to the logo. Please use the logo and strapline together at all times. Here are just a few examples of how not to use our logo. The few crucial things you need to remember is to always have the spacing equal as shown on page 6 so all of the logo is visable. Always have the logo present with the strapline. 6

7 Primary Colours RGB Colour R-213, G-68, B-39 CMYK Colour C-11, M-88, Y-100, K-2 RGB Colour R-109, G-110, B-112 CMYK Colour C-0, M-0, Y-0, K-70 Light tones of grey Secondary Colours Colour Palette Our main colour is orange to which our brand has the strongest connection. By consistently using orange we strengthen the brand identity. Our second primary colour is grey, which we use for the strapline. RGB Colour R-51, G-87, B-152 CMYK Colour C-90, M-73, Y-11, K-1 RGB Colour R-199, G-38, B-2 CMYK Colour C-15, M-97, Y-100, K-6 RGB Colour R-77, G-142, B-8 CMYK Colour C-74, M-22, Y-100, K-7 In addition, we use three secondary colours. Their main purpose is to accent any visual work. 7

8 Our strapline is used with our logo in Gotham typeface. This is how the strapline should look when placed beneath the logo This is how the strapline should look with the secondary logo design. Strapline Our Strapline is as important as the logo itself, it should always be beneath the logo and share the same spacing as said on page

9 Landscape Each partner logo should replicate the New Climate Economy spacing between each logo. Together with partner brands Clear space is important when working with different logos together with the New Climate Economy. The New Climate Economy logo should always sit in front of a partner logo. When a partner logo is placed next to the New Climate Economy logo it should have the correct spacing between them with a vertical grey line. You should follow our spacing guidelines on page 6 if you are unsure. 9

10 Never have another partner logo bigger than the New Climate Economy logo. Never have a partner logo placed on top of the New Climate Economy logo and with no spacing. Together with partner brands DON T Never have a partner logo in front of the New Climate Economy logo. Here are some key points on how not to place the New Climate Economy logo with partner logos. If you are unsure please refer to page 10 for the correct spacing between partner logos. 10

11 This is the New Climate Economy Twitter Avatar. Only this design can be used for Twitter. This is the New Climate Economy Facebook Avatar. Only this design can be used for Facebook. Social Media Avatars These are the social media avatars for the New Climate Economy. These will only change if the brand logo changes. 11

12 Proxima Nova Bold - Main Logo Proxima Nova Light - Main Logo Logo Typeface Gotham Light - Strapline Our logo typeface is very important to us, it not only makes up our logo but it also represents what the New Climate Economy stands for. It s a sans-serif typface that has authority and shows professionalism. It is contemporary and a timeless typeface to resemble our organization s values as a forward thinking partnership that tackles current issues. 12

13 Lato Bold - Heading and Sub Heading style Lato Bold Italic - Annotations or Notes Style Lato Light - Body Copy Style Lato Light Italic - Annotations or Notes Style Primary Typeface Lato is the typeface to be used on marketing material apart from the logo typeface. It can be used for all kind of type setting like headlines, running text and quotations. It is versatile and comes in a number of different weights. The different weights of Lato have different uses throughout the brand, they are mentioned opposite, above each typeface style. For whatever reason Lato is unavailable to use the only typeface to replace it will be Arial Regular, Arial Bold and Arial Italic as shown on page 14. While our logo reads as The New Climate Economy when referencing the New Climate Economy, please only capitalize the article at the beginning of the sentence. Our logo includes the article, but it does not need to be treated as part of the proper noun in text. 13

14 Arial Bold - Heading and Sub Heading style Arial Bold Italic - Annotations or Notes Style Arial Regular - Body Copy Style Arial Italic - Annotations or Notes Style Secondary Typeface As mentioned on page 13 if the Lato typeface is unavailable the New Climate Economy will use the Arial typeface. Arial can again be used for all kind of type setting like headlines, running text and quotations. It is versatile and comes in a number of different weights. The different weights of Arial will also have different uses throughout the brand, they are mentioned opposite, above each typeface style. 14

15 This is our newsletter template that will be used for all our latest news and updates. This is our memo letterhead template that will be used for all our latest news and updates. Typography Examples 15

16 AUSTIN MORTON l Junior Communications Manager THE NEW CLIMATE ECONOMY l The Global Commission on the Economy and Climate THE NEW CLIMATE ECONOMY PHONE (W) , (C) SKYPE austin.t.morton WEBSITE ADDRESS 10 G St NE Washington, DC The Global Commission on the Economy and Climate Sign up for our newsletter here This is our signature design, the contact details will change depending on employees details. TAN COPSEY Communications Manager MOBILE WEBSITE ADDRESS +44 (0) tan.copsey@newclimateeconomy.net 15 Old Bailey London EC4M 7EF, UK This is our main business card design the secondary logo is used centerd on the front of the card. Typography Examples 16

17 Photography Photography is one of the most powerful tools available when creating the right tonality and expression for a brand. Our images should inspire the viewer to find out more about the New Climate Economy. Across the line, the client should be intrigued by the image that it strenthens their interest in our research and our brand. 17

18 Thank You Thank you for reading our brand guidelines document. These guidelines are very important to us, they highlight what our organization s values are, our tone of voice and our vision for the future. Please get in touch if you want to get involved with the New Climate Economy s work. +44 (0) tan.copsey@newclimateeconomy.net

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