BRAND STANDARDS GUIDE

Transcription

1 BRAND STANDARDS GUIDE Goal 2 Compliance 2 Vision and Mission 2 Logo 3 Logo Variations 4 Taglines 5 Color 6 Graphics 7 Photos 8 Typography 9 Core Values 10 Statements of Value 11 Terminology Table 12 January 2012

2 2 INTRODUCTION Goal: Create a consistent image and identity The Stop Hunger Now mark, the stop sign plate with fork and spoon, was originally designed in 1998 by an advertising/pr agency in Virginia Beach. The mark has been modified from its original design, but was standardized several years ago and trademarked in It is now recognized as the official icon for the organization. However, our brand is more than just a visual representation of who we are, it also helps us effectively transform attitudes and gain support. While we have several programs and multiple locations throughout the U.S. and around the world, we need one strong, unmistakable identity to clearly and effectively communicate who we are and what we do as an organization. Consistent branding will create awareness of our brand and differentiate us from other organizations providing hunger relief. Compliance: It is acceptable to customize our story to make it relevant to local community activities, but the logo, key messages and design elements should adhere to these standards. All external and internal communications and promotional materials, including posters, brochures and pamphlets, must comply with our brand standards. In addition, all external communications must be approved by the Stop Hunger Now Communications department. Our Vision: A world without hunger. Our Mission: To end hunger in our lifetime by providing food and life-saving aid to the world s most vulnerable and by creating a global commitment to mobilize the necessary resources.

3 3 BRAND COMPONENTS: LOGO There is perhaps no single element more important to our brand standards than the consistent use of our logo. You or a partner organization using our logo must always use the complete, correct logo as shown here, at right. NEVER alter or re-draw our logo. The complete, correct logo. Examples of Incorrect Use Do not cut our name off of the logo. Do not change the font used for our name. Stop Hunger Now Do not alter or skew the proportions. Do not change the colors. Do not place the logo on visually competing backgrounds or on colors other than those in the SHN palette.

4 4 BRAND COMPONENTS: LOGO VARIATIONS There are only two acceptable variations of the logo: 1. with the tagline and URL added. 2. the special white version for use against a red, black or dark gray background. The complete, correct logo. The complete logo with tagline and URL. Using the logo on color backgrounds (use only background colors from the SHN palette). Use white words on dark gray background. Use white words on black background. Use standard logo on light gray background. Use white or standard on red background.

5 5 BRAND COMPONENTS: TAGLINES 1. Working together to end world hunger 2. TOGETHER WE CAN END HUNGER TAGLINE #1 and URL with LOGO TAGLINE #2 and URL with RED & BLACK BAR

6 6 BRAND COMPONENTS: COLOR Color is a key element in what makes our look so distinctive and so appealing. Consistent use of the color palette helps build and reinforce brand recognition by creating a strong, recognizable look for Stop Hunger Now. Color CMYK formula RGB formula HTML (RGB web-safe) Pantone n SHN Red EA2D2E PMS 032 n Black PMS Black n Light Gray DCDDDE PMS 420 n Dark Gray B PMS 425 Be sure to use the color formula appropriate to the medium: CMYK 4-color digital and offset printing Pantone spot-color digital and offset printing RGB on-screen viewing (PowerPoint, video, etc.) HTML (RGB web-safe) for internet/intranet use