In the ancient Indian language of Sanskrit, Sewa means selfless service.

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Morris Norman
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1 branding guidelines

2 introduction what is sewa day? In the ancient Indian language of Sanskrit, Sewa means selfless service. The aim of Sewa Day is to provide people a chance give back to the community through volunteering on a single day to make a difference as such each event organised was based on at least one of the guiding principles below: To relieve hardship and poverty To bring a little joy To help the environment All the events will take place on the same day, or if you are a school during the week and will not include any fund-raising activities. This is an opportunity to give back to the community by giving up something as valuable as our time. From Infants through to Pensioners anyone can get involved and make a difference. Sewa Day is a registered charity (No: ) the brand All information which is related to Sewa Day needs to be effectively communicated. Sewa Day Branding Guidelines will help you to create communication materials that are striking, clear and most importantly, consistent to a wide range of audiences. This is vital if we are to deliver memorable communications. The Sewa Day logo and associated brand design elements are the copyright of Sewa Day, a registered charity (No ). Only authorised use of the Sewa Day logo and associated branding elements is permitted. Consistency with the identity will ensure that people recognise Sewa Day and its values in the years to come. We hope that these Branding Guidelines will help you when creating your own flags, posters, leaflets, newsletters, banners, roller banners and other outreach materials. Be the Change!

3 the identity & usage The Sewa Day logo is at the heart of the brand identity and is a valuable asset. Care must be taken to protect it and use it correctly. Using the logo in a consistent format will ensure it retains its impact. The various colours in the logo represent strands of society and cultural diversity. the logo formats The logo can be used in the following formats: Square format This format should be the preffered choice of use. For regular usage Wide format Where space is limited, or to make better use of the space, the wide format can be used. For use on banners or where appropriate

4 using the logo Where possible, the Sewa Day logo should be used in the full colour format (as shown below). However, full colour printing can be unavailable sometimes. If this is the case, it can be set in a single colour (1.), black or white reversed out (2.), or a single colour from the Sewa Day brand colours as shown (3.) or reversed out in a single colour (4.) Do NOT alter any elements of the logo. In the examples to the left, the colour of the name has been changed from black. This should be avoided. It is NOT permissible to use the Sewa Day logo without the words 'Sewa Day'.

5 identity clear space When designing materials with the logo, it is important to maintain a good distance between other elements on the page. Depending on the size at which the logo is being used, you should aim to leave a space of at least the height of the d (height - square) used in the logo. This distance should be all of the way around as shown in the example to the left. When used on the corner of a page, allow at least double the height of the d from the corner of the page. This will ensure that the logo has sufficient room to stand out clearly and sit comfortably. supporting logo A supporting logo B When used with supporting logos, ensure that the distance between each of the other logos is clear so that the Sewa Day logo and other logos have space to breathe. Clearance distances for supporting logos may vary, so you may need to refer to the other logo brand guidelines. If the activity is a Sewa Day activity then the Sewa Day logo MUST appear first followed by partner logos.

6 where can I not use the sewa day logo? Use of the Sewa Day logo is NOT permitted for the following elements: T-Shirts Certificates Lapel pins Stickers & Seals Advertising (print, online, billoards etc) Memorabilia or souvenirs (e.g. beer mats) Personal use (e.g. as an avatar image or on personal websites) newsletters unless accompanying a Sewa Day article. Merchandise Websites & blogs unless accompanying a Sewa Day article If unsure, please obtain prior written permission from Sewa Day before production. Use of the Sewa Day & Sewa Pioneers Awards logo and branding elements are not permitted under any circumstances.

7 sewa day colours Colour plays a vital role. Sewa Day has a pallette of 6 colours, plus black (for the text elements). These colours can be used across designs but at the same time, should be carefully considered when using with large areas of text. For example, when using a background colour the majority of text should be set to white for legibility against the chosen colour. These colours have been selected to represent the various strands of society and cultural diversity to show that anyone can contribute to Sewa Day. They are bold and striking. When designing materials, a good balance of white space should be considered. Colour values - CMYK Colour values - RGB Suggested PANTONE reference C - 0, M - 80, Y - 95, K - 0 R - 241, G - 90, B - 41 PANTONE 152 C - 75, M - 98, Y - 02, K - 0 R - 75, G - 98, B - 3 PANTONE 525 C - 0, M - 99, Y - 98, K - 0 R - 237, G - 33, B - 38 PANTONE 485 C - 0, M - 56, Y - 100, K - 0 R - 246, G - 137, B - 31 PANTONE 137 C - 76, M - 10, Y - 25, K - 0 R - 0, G - 171, B PANTONE 312 C - 83, M - 07, Y - 95, K - 0 R - 0, G - 166, B - 81 PANTONE 361 Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco l Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco l When using blocks of colour in the background, white text should be used so that it remains legible from the background colour. Lorem ipsum dolor sit amet, consectetur Lorem ipsum dolor sit amet, consectetur Do NOT use coloured text on top of a block of colour as this will affect its legibility.

8 which fonts can be used? There are a two main font sets which are used for Sewa Day materials. The main and most distinctive font is Bauhaus BT - Bold abcdefghijklmn opqrstuvwxyz bauhaus BT - bold Bauhaus BT - Bold can be used to highlight keywords, titles or key information. It should NOT be used for large paragraphs of text. Do NOT use capitalised characters in the uppercase format with this font abcdefghijklmn opqrstuvwxyz abcdefghijklmn opqrstuvwxyz Berthold Akzidenz Grotesk (Roman) This is the main font which should be used for body copy in communications materials. Berthold Akzidenz Grotesk (Bold) Berthold Akzidenz Grotesk (Bold) can be used to highlight titles or subheads within a block of text abcdefghijklmn opqrstuvwxyz abcdefghijklmn opqrstuvwxyz Arial (Regular) Arial (Bold) When Berthold Akzidenz Grotesk (Roman & Bold) are unavailable (mainly in digital formats - web, mobile devices), Arial (Regular & Bold) can be used as a substitute for the main body text. If you have the Berthold font available, please use this in the first instance. If it is unavailable, you will need to use Arial. Bauhaus BT is available for download from the Sewa Day website. Download it and install it on your machine.

9 using the starburst The starburst has become an important element of the Sewa Day brand. Since Sewa Day started, the starburst element has been used to highlight the date and year of Sewa Day from year to year. The colour of the starburst changes every year. It is available to download from the Sewa Day website in various formats to use on your materials. 21 st November th October th October Do NOT alter any elements of the starburst. Colour and style need to be consistent across all designed materials.

10 branding guidelines marketing materials Below are examples of banners, invitations, posters and newsletters that have been designed for previous Sewa Day events. Designs should be clear bold and striking. Please use the examples below as inspiration for your local events and programmes. 7th October wake up and 2012 be the change! Proud to celebrate Her Majesty the Queen s Diamond Jubilee change the lives of those around you, donate time visit sewaday.org to find out more sewaday Partner Organisations Coordination United Kingdom United Nations Educational, Scientiﬁc and Cultural Organization 6 th October 2013 Your supporting logo UNESCO Associated Schools On the left is an example banner which can be designed to create more awareness of your event on Sewa Day. Please ensure that any banners which you design and print, clearly have the Sewa Day logo on it, along with the starburst date and supporting logo. If you need further direction, please design@sewaday.org

11 further information If you need any further clarification on the details set out in this Branding Guidelines document, please contact All logos are available on request by ing

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