Brand guidelines. Version 1.0 November 2016

Transcription

1 Brand guidelines Version 1.0 November 2016

2 Brand guidelines Contents The brand 3 Introduction 4 What is SABI 5 Our visual identity 6 Our logo 7 Our logo with strapline 8 Logo clear space 9 Colour options primary logo 10 Colour options secondary logo 11 Logo don ts 12 Primary palette 13 Typography Cabin 14 Typography Open Sans 15 Photography 16 Practical examples for guidance 17 Stationery 18 Posters and brochures 19 Digital 20 Funder and partner branding 21 Funder and partner 22 Partner organisations 23 2

3 Brand guidelines The brand 3

4 The brand Introduction These guidelines are intended to enable the SABI programme team, our consortium and national partners, Sierra Leone-based designers and printers, and other stakeholders to implement the SABI brand identity quickly and consistently. They cover the use of the SABI logo, typefaces and colours, as well as how to use the logos of UKaid, Christian Aid and other partners. Please follow these guidelines as closely as possible and share them with all who need to work with the SABI brand. If you require any further guidance in the production of SABI branded resources, have any questions about implementing these guidelines or if you need copies, larger or different versions of the following logos: SABI, UKaid, Christian Aid, consortium or implementing partners, please do not hesitate to contact Chris McWilliams at or on skype caid-chrismcwilliams. 4

5 The brand What is SABI SABI is a four-year citizen-led accountability programme funded by UK aid and being delivered by a consortium led by international development agency Christian Aid. Operational in every district in the country, the programme seeks to strengthen community-led accountability, increasing awareness of, and demand for, the delivery of basic services. SABI will build relationships between citizens and the state and will work alongside the Presidential Delivery Team (PDT) in supporting the Presidential Recovery Priorities (PRP) plan. SABI will contribute towards creating a more informed and empowered citizenry which can hold effective and ongoing dialogue with better engaged and more accountable state service providers. 5

6 Brand guidelines Our visual identity 6

7 Our logo Primary logo This is our primary logo. This is the preferred version of our brandmark and should be used whenever possible. Brandmark Primary logo The colours have been derived for the green, blue and white found on the Sierra Leone flag. Usage As our most instantly recognisable visual asset, our primary brandmark should be used on all branded applications. Detail Our primary brandmark is made up of a wordmark and two colour blocks. The brandmark should always be reproduced from the master artwork and should never be redrawn. It should always be scaled in proportion and never distorted. 7

8 Our logo with strapline Variant brandmark The secondary version includes a detachable strapline. Variant Secondary logo Usage The secondary version is for use in cases where the Strengthening accountability, building inclusion strapline can help reinforce our brand. The brandmarks should always be reproduced from the master artwork and should never be redrawn. They should always be scaled in proportion and never distorted. 8

9 Logo clear space All of our brandmarks have a defined minimum area of clear space around them to ensure maximum standout. No other elements should appear within this area. The clear space is a defined minimum area. Always allow as much space as possible around the brandmark. Detail Clear space areas (marked in blue) have been defined based on twice the size of the full stop (A) from the wordmark, as illustrated on this page. Clear space Primary logo Clear space Secondary logo Clear space Detachable strapline 9

10 Colour options primary logo Full colour on white background Preferred colour option Black and grey on white background restricted use For use where colour reproduction is not available White on back background restricted use For use where colour reproduction is not available These are the colour options for our brandmarks, on their relevant coloured backgrounds. Restricted use If the full colour brandmark cannot be reproduced, e.g. if reproduction, or an application is restricted, then the black and grey brandmark, on either a natural, or white background may be used. The white brandmark should only be used where colour reproduction is not available. Watch out No other colour versions are permitted. 10

11 Colour options secondary logo Full colour on white background Preferred colour option Black and grey on white background restricted use For use where colour reproduction is not available White on back background restricted use For use where colour reproduction is not available These are the colour options for our brandmarks, on their relevant coloured backgrounds. Restricted use If the full colour brandmark cannot be reproduced, e.g. if reproduction, or an application is restricted, then the black and grey brandmark, on either a natural, or white background may be used. The white brandmark should only be used where colour reproduction is not available. Watch out No other colour versions are permitted. 11

12 Logo don ts Never distort the brandmark when scaling Never change or resize any brandmark elements Never use at an angle Never use any other font than Cabin bold for the brandmark Never use an effect Never use an incorrect brandmark colour 12

13 Primary palette Primary colour palette This is our main colour palette. Chosen from the colours found on the Sierra Leone flag. Blue and green are our main colours. Additionally, black, white and greys are included. They should be used on all of our communication materials. Blue RGB 0/114/206 HEX 0072CE CMYK 90/48/0/0 PANTONE 285 Green RGB 67/176/42 HEX 43B02A CMYK 77/0/100/0 PANTONE 361 GREY RGB 55/55/55 HEX CMYK 0/0/0/90 PANTONE 447 Detail Blue is the favoured colour so please lead with this. Black and white Tints of black 13

14 Typography Cabin Cabin Cabin font family is a humanist sans with 4 weights and true italics, inspired by Edward Johnston s and Eric Gill s typefaces, with a touch of modernism. Usage Use for headlines and subheads. Detail Cabin is an open source font from the Google Fonts catalog. They are published under licenses that allow commercial or personal use. Helvetica should be used if Cabin is not available. Restricted use Cabin condensed regular, medium, semi-bold and bold can be used when space is tight. Download links fonts.google.com/specimen/cabin Regular Medium SemiBold Bold 14

15 Typography Open Sans Cabin Open Sans was designed with an upright stress, open forms and a neutral, yet friendly appearance. It was optimized for print, web, and mobile interfaces, and has excellent legibility characteristics in its letterforms. Usage Use for headlines, subheads and body copy at any size. Detail Open Sans is an open source font from the Google Fonts catalog. They are published under licenses that allow commercial or personal use. Helvetica should be used if Cabin is not available. Download links fonts.google.com/specimen/open+sans Light Regular SemiBold Bold Extra bold 15

16 Photography Try to use engaging, high quality photography that captures the very human moments and stories create a fluid and live feel, appealing to emotion as well as intellect, and a shift away from images that are staged or posed use ambient or natural-feeling light wherever possible Try to avoid overly-posed or set-up images people looking directly to camera, unless it is a profile photo cluttered or messy backgrounds For further information and guidance on taking powerful and ethical photos for SABI, on gaining written or verbal consent from community members and other subjects to take and use their images for various communications purposes, and on the editing, use and misuse of pictures please contact Christian Aid s photography unit at photos@christian-aid.org. 16

17 Brand guidelines Practical examples for guidance 17

18 Stationery 18

19 Posters and brochures 19

20 Digital 9:41 AM 100% Scroll down to explore 9:41 AM 100% Strengthening community-led accountability Scroll down to explore Strengthening community-led accountability 20

21 Brand guidelines Funder and partner branding 21

22 Funder and partner UKaid SABI is funded by UKaid from the UK Government s Department for International Development (DFID). There are standard ways of branding documents to acknowledge this support. The type of branding you use will depend on the type of document or materials you are producing. Where space is extremely limited branding may be omitted. Before omitting UKaid branding, you must consult with Christian Aid s programme communications team. Full guidance on how to use the UKaid logo what to do and what not to do can be found at: attachment_data/file/142579/standards_for_use_of_the_ UK_aid_logo.pdf Christian Aid Christian Aid is the lead partner on the SABI project and there are standard ways of branding documents to acknowledge this. The type of branding you use will depend on the type of document or materials you are producing. Where space is extremely limited branding may be omitted. Before omitting Christian Aid branding, you must consult with Christian Aid s programme communications team. Full guidance on how to use the Christian Aid logo what to do and what not to do can be downloaded at: Wherever possible on SABI products the general rule is to use the UK aid logo on the left hand side and noticeably larger and more prominent than other logos. 22

23 Partner organisations Partner organisations There are various partner organisations working on SABI. High-resolution logos of all partner organisations will be made available to all who need them in due course. The main SABI logo should, if possible, still be the principal brand identity represented on most documents and materials related to this programme that are produced by individual partners, and should be used in accordance with these guidelines. It is likely that the majority of SABI documents and materials produced by individual partners will feature only their own organisational logo alongside the SABI brand, the UKaid and Christian Aid logos. However, there may be some materials where several partner logos are appropriate, while in some overarching communications products and channels, such as annual reports and the project website, all of them could appear. 23

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