Main Brandmark. Alternative option 1: White torch and white logotype on orange background

Transcription

1 Style Guide

2 Main Brandmark Torch Logotype Preferred brandmark The RFE/RL brandmark consists of two elements 1) the torch and 2) the Radio Free Europe/ Radio Liberty logotype. These two elements should always appear together. There are a few exceptions that are mentioned later. This brandmark was designed with aspects such as spacing, proportions and orientation in mind. The brandmark should never be typeset, recreated, or altered in any way other than displayed here in the style guide. Alternative option 1: White torch and white logotype on orange background Alternative option 2: Orange torch and white logotype on gray background The Preferred brandmark is with the orange torch and gray logotype. There are several alternative options in the case that the preferred is not able to be used due to the color of background or purpose for use (ex. print in black and white). Alternative option 3: Orange torch and white logotype on black background Alternative option 4: Black torch and black logotype on white background - 2 -

3 Exclusion Zone & Size In order for all elements of the RFE/RL brandmark to be visible and legible, it must be placed with the appropriate amount of padding space around it. This area is known as the exclusion zone. The example below shows the amount of space needed from the edge of the orange graphic element. This same padding should be applied when placing near to other brandmarks, borders, boxes, photos, etc. To the right you will see examples of incorrect and correct placement of the RFE/RL brandmark. CORRECT Using the exclusive zone place the brandmark a minimum of this distance from edges, borders, and other graphics. Exclusion Zone px Minimum size for print px 84.4 px Minimum size for screen 32.9 px Do not place the brandmark directly on edges, borders, or on top of other graphics. The brandmark should always be clearly legible. The minimum size for use on web is px wide x px tall. The brandmark should always be clearly legible. The minimum size for use on web is 84.4 px wide x 32.9 px tall

4 Service Brandmarks There are individual language service brandmarks that should be used when representing a specific branch of the RFE/RL organization. The preferred brandmark should be used when representing the organization as a whole. All guidelines mentioned for the preferred brandmark also apply to all language service brandmarks. The only exception is the Radio Farda brandmark. This circular brandmark has been custom designed to suit its audience and should not be altered in any way. Moldavian Service Russian Service Georgian (Russian) Service Tajikistan Service Tatr-Bashkir Service Turkmenistan Service Ukrainian Service Tatar-Bashkir Service Armenian Service Azeri Service Belorussian Service Kyrgyz Service - 4 -

5 Service Brandmarks Kosovo Service Balkan Service Macedonian Service Kazakh Service Georgian Service Kazakh Service (Russian) Afghani Service (Pashto) Iranian Service Pakistani Service Iraqi Service Afghani Service (Dari) URL PLACEMENT For service sites with text which read from right-to-left, the service brandmarks appear with the torch on the right hand side of the logotype and should be aligned to the right. All other guidelines apply, including exclusion zone. Never horizontally flip the orientation of the torch, just place on the right hand side of the logotype. If you would like to include the URL along with the brandmark, please make sure to follow the placement guideline located to the right. Russian Service with URL, placement on right side, aligned with service name

6 Brandmark Misuse We all like to be creative, but when it comes to maintaining a brand, it is extremely important to follow proper guidelines and rules. These standards uphold the purity of our brand and our mission s message to the public eye. The brandmark should never be recreated, recolored, distorted, or reorganized in any way. The correct use of the brandmark is specified in the previous pages as well as in the section on icons. See below examples of incorrect ways to use the RFE/RL Main Brandmark. These same rules also apply to all of the language service brandmarks. RadioLiberty Torch should never appear on the right of the service brandmark (except for brandmarks with right-to-left text). Do not recreate the logotype using any random font. Use only the official brandmark files provided to you. The typeface used for the English logotype is Futura. For most of the other language services, the typeface is Myriad Pro Bold. The brandmark should always be accompanied by the orange torch. The logotype should never stand on its own. Torch should only be RFE/RL orange, white, black, or can be transparent form of any of those colors used as a watermark in the background. Horizontally flip the torch for any reason Place a border or box around the torch or brandmark.

7 Brandmark Misuse Change the orientation of the logotype to fit in to one line. Should never be placed transparently on a dark background, this impairs visibility. Use dark drop shadows, outlines, or an outer glow behind or around the brandmark. Duplicate the torch and group them together in various sizes. The torch should never stand apart from the logotype unless the torch is used as an icon in combination with the logotype as background or banner. Change the proportional size of the torch in comparison to the logotype. Overlay of logotype on top of the torch

8 Brandmark Misuse Changing the proportionate size of the torch to the logotype. Add a colored and underlined url link underneath the logotype. Use standard service brandmark with URL link example. Change the size of just one line of the brandmark or change the orientation from the text aligned with the text to being in line with the torch stem. Stretch, squeeze, or distort the brandmark

9 Branding Colors RFE/RL Orange Logotype Gray Brandmark Black Color is an essential element to strong branding. It can distinguish, define, and characterize the branding identity. HEX: #EA6903 CMYK: 4C, 72M, 100Y, 0K RGB: 234R, 105G, 3B HEX: #5C666F CMYK: 66C, 52M, 45Y, 17K RGB: 92R, 102G, 111B HEX: #231F20 CMYK: 0C, 0M, 0Y, 100K RGB: 35R, 31G, 32B We have chosen orange as our primary highlight color because of its vibrancy. It is bright, and contrasts well with the gray logotypes as well as white, black, and gray backgrounds. Depending upon the intended use, there are different color swatch options. Please use the correct swatch for its rightful purpose. PANTONE : 158 C PANTONE : 158 U Gradient PANTONE : Cool Gray 10 C PANTONE : Black 3 U Gradient Edges HEX: #9D4702 CMYK: 27C, 78M, 100Y, 21K RGB: 234R, 105G, 3B PANTONE : Black 6 C Gradient Center HEX: #EA6903 CMYK: 4C, 72M, 100Y, 0K RGB: 234R, 105G, 3B Web: RGB / HEX # PANTONE : 1535 C PANTONE : 158 C Print: CMYK/ PANTONE Coated/ PANTONE Uncoated PANTONE : 1675 U PANTONE : 158 U COMPLIMENTARY COLORS Light Inactive Bar Active Bar Subtext HEX: #F0F1F3 CMYK: 4C, 2M, 5Y, 0K RGB Web-safe: 240R, 241G, 243B HEX: #DEE4EA CMYK: 11C, 6M, 4Y, 0K RGB Web-safe: 221R, 227G, 233B HEX: #C6D9E5 CMYK: 21C, 7M, 5Y, 0K RGB Web-safe: 197R, 216G, 228B HEX: #1B734A CMYK: 66C, 50M, 16Y, 1K RGB Web-safe: 26R, 114G, 163B PANTONE : 7541 C PANTONE : 656 C PANTONE : 2707 C PANTONE : 7690 C PANTONE : 7541 U PANTONE : 656 U PANTONE : 2707 U PANTONE : 3015 U - 9 -

10 Primary Typeface Correct use of type helps to unify and strengthen brand identity. Set standards for use of typography, help to create a system of hierarchy for the information and data. By using the styles within the typeface, titles or section headlines in a document can be highlighted or provide contrast. We have chosen Myriad Pro as the primary font to be used in our branding materials and design elements (brandmarks, print materials, web banners, web advertisements, etc.). The fonts used for story headlines (Georgian / Arial), body (Arial), and subtext (Arial) on our website are a set of different carefully chosen fonts that will not be discussed in this guide. Below are the three styles within the Myriad Pro typeface (bold, semi-bold, and regular) that are primarily used. Myriad Pro Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z ( ) Highlighting key words, titles Myriad Pro Semi-bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z ( ) Titles, contrasting text Myriad Pro Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z ( ) Branding body copy

11 Alternative Typeface Not all language characters are available within the Myriad Pro typeface. That is why we have chosen an alternative for those languages. Arial is used as the primary (alternative) typeface for the following language services: Kyrgyz Tatar-Bashkir Iraq Kazakhstan Tajikistan Uzbek Azeri Afghani Radio Mashaal (Pakistan) Arial Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z ( ) Branding body copy Arial Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z ( ) Highlighting key words, titles

12 Alternative Typeface Four language services use neither the primary typeface (Myriad Pro) nor the primary (alternative) typeface (Arial). Instead they all use three very distinct and specific typefaces. Radio Farda uses Tahoma as its primary typeface, Georgian (GEO Kolkheti), and Armenian service (Sylfaen), English (Futura) Tahoma ا ب پ ت ث ج چ ح خ د ذ ر ز ژ س ش ص ض ط ظ ع غ ف ق ک گ ل م ن و ه ى Typeface used for Radio Farda GEO Kolketi À Á Â Ã Ä Å Æ È É Ê Ë Ì Í Ï Ð Ò Ó Ô Ö Ø Ù Ú Û Ü Ý Þ ß à á ã ä Typeface used for Georgian Service Sylfaen Ա Բ Գ Դ Ե Զ Է Ը Թ Ժ Ի Լ Խ Ծ Կ Հ Ձ Ղ Ճ Մ Յ Ն Շ Ո Ւ Չ Պ Ջ Ռ Ս Վ Տ Ր Ց Ւ Փ Ք Օ Ֆ Typeface used for Armenian Service Futura A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z ( ) Typeface used for English Service logotype

13 Social Networks Backgrounds Icons Consistent branding, across all platforms, is essential. Please use the following icon and background guidelines when creating images to be used on our social network profiles: Google + Google Currents Facebook YouTube Mail.ru VKontakte Facebook Pinterest Twitter Duplicate the icon as a background or main image. The icon with the torch and URL can stand on its own. Duplicate and reposition the torch as background. CORRECT This icon with the torch only must be accompanied by a banner/ background that includes the service name and/ or URL. Simple background with brand colors, abstract use of torch and service name

14 Watermark Below are proper crops of the watermark to use in backgrounds. The watermark is the watermark orange at 70% transparency. Left Crop Left Crop Right Crop Right Crop