Post on 07-Apr-2018
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A FRESHAPPROACH
Brand standards manual
Brand Standards Manual version 2. November 2009.
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the section.
Brand Standards Manual
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i
Table of contents
1-1 Section one: brand position1-2 Brand Position
2-1 Section two: mission & values2-2 Mission Statement
2-2 Our Values
3-1 Section three: logo &usage3-2 3-3
3-3
3-3 3-3 3-4
3-4
3-4 3-6
4-1 Section four: color palette4-2
4-3
4-3
4-3
4-4
5-15-2 Fonts
5-3
5-3
5-4
6-16-2
6-3
6-4
6-5 6-6
6-7
6-8
7-1 Section seven: name usage7-2
7-3 Name Structure
8-1 Section eight: business materials8-2 8-3
8-6
8-7
8-8 8-9
9-1 Section nine: video9-2
10-1 Section ten: web10-2
10-2
10-2 Web Buttons
10-3 Web Site
10-3
11-1 Section eleven: other examples11-2 Publications
11-4
11-5
11-6 Direct Mail
11-9 11-11
11-12
11-13
11-14
11-17
11-20 T shirts
12-1 Section twelve: questions12-2
13-1
13-2
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BRAND
POSITIONSection one
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Brand Standards Manual version 2
Brand positioning
Brand position
communications.
mission.
Cynthia Price
(p) 804 756 2722
(e)
(s)
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MISSION
VALUESSection two
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Brand Standards Manual version 2
Mission values
Mission statement
Our values
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LOGO
USAGESection three
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Brand Standards Manual version 2
Logo usage
ChildFund Alliance
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Brand Standards Manual version 2
Logo usage Logo usage
Logo size
Clear space
Logo font and proportions
95
Registration Mark
Wordmark
LocatorSymbol
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Brand Standards Manual version 2
Logo usage
ChildFund used in text
Approved logo color variations
Reversed logo
Black & white logo
never
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Brand Standards Manual version 2
Logo usage
Exceptions
Regional logo
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COLOR
PALETTESection four
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Brand Standards Manual version 2
Color palette
ChildFund International colors
brand.
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Brand Standards Manual version 2
Color palette
Pantone
M 4
M 0
M 0
B 69
B 0
B 0
007A45
7AB800
Special Match Green
vendors.
Drier
Process Blue
3.00%
22.70%
67.55%
4.50%
2.25%
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Brand Standards Manual version 2
Color palette
M 2
M 13
M 41
M 34
B 116
B 6
B 0
B 50
FFFFFF
000000
FD9000
5F420D
White
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TYPOGRAPHY
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Brand Standards Manual version 2
Hermes Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Zz 1234567890
Hermes Black
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy
Zz 1234567890
& &
1234567890
ITC Avant Garde Gothic Demi Condensed
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo
Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
Century Gothic Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz1234567890
Century Gothic Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890
Fonts
communications.
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Brand Standards Manual version 2
Assignment packages
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll
Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww
Xx Yy Zz 1234567890
Policies and procedures
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890
materials.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll
Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww
Xx Yy Zz 1234567890
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Brand Standards Manual version 2
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Quisque consectetuer porttitor una enim. Aliquam erat volu
tpat. Nullamgravida ullamrper. Maecenas purus. Suspen
disse elit. Nulla suscipitnulla a dui. Nullam gravida ulla
mrper. Maecenas purus. Suspendisse elit. Nulla susc ipitnulla a dui. Lorem ipsum dolor sit amet, consec. Aliquam
erat volutpat. Nullamgravida ullamrper. Maecenas purus.
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1. Descriptive Text or Fact
2. Declarative Headline
3. Supportive Copy
4.Heading
5. Supporting Subhead
6. Body Copy
1.
2.
3.
4.
5.
6.
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BRAND
STYLESSection six
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Brand Standards Manual version 2
& photo treatments
300 DPI
Use silhouetted images as often as possible. This technique can make a
“poor image” usable.
Use a range of silhou- ettes (group of chil- dren, one child, object,
animal, etc.).
Consider cropping to enhance the image you start with.
Use real and authentic photography. These can“pull on heart strings” where appropriate.
Use images that are can- did, showing the subject in action. These types of images can be very inspirational.
Images with a strong com- position are engaging.
Use images that use bright, saturated color,which evoke a positive,inspiring mood.
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Brand Standards Manual version 2
SMART CROPPING
Use clever cropping to assist in simplifying a
“busy” image. By doing so, you can control the focal point and create a stronger compo- sitional image that is more engaging.
SELECTING SILHOUETTES
When selecting images to be silhouetted, keep inmind that this technique is aimed to assist in improv- ing an image. You can choose to “chop out” any un- necessary background or elements which don’t add to the overall silhouette. (E.g. the fourth boy in this shot has his head cropped out of frame. Si lhouetting him out alleviates this.)
BUILDING SILHOUETTES
Sometimes you will need to build upon an image to ensure that it translates well as a silhouette. Certainimages (as above) will lend themselves well to this.
IMPROVING AN IMAGE
Sometimes when an image is too dark and
busy (as above) it can be easily improved through brightening it up and making it a silhouette.
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Brand Standards Manual version 2
Don’t use images whichare “too busy” (or have busy backgrounds) or have no real focal point.
Don’t use this technique of retaining entire photo
Don’t use black and white images. These are not inspiring or forward thinking. Exceptions include historical photos and TV spots.
Don’t add a feathering effect when silhouetting people. The silhouettes should have a solid and
Don’t use images with- out a child or person.Images like these are not emotive enough.
Don’t use images withobjects “coming out of heads.”
Don’t use images withdull or muted colors or over- or under-exposed images.
Don’t silhouette images if they are blurred.
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Brand Standards Manual version 2
300 DPI
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Brand Standards Manual version 2
Tone &messaging
Purposeful
Real
Inspiring
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Brand Standards Manual version 2
2. Progress Section
declarative statements to
3. Imagery
1. Truth Bar
Visual elements
1.
2.
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Brand Standards Manual version 2
Design principles
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NAME USAGESection seven
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Brand Standards Manual version 2
Name usage
Name structure
1.
2.
3.
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BUSINESS
MATERIALSSection eight
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Brand Standards Manual version 2
Business materials
materials sent to donors. These materials do not
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Brand Standards Manual version 2
Business materials
PowerPoint presentations
DATE PLACED HERE
BOLDHEADLINESUBHEAD TO BE
PLACED HERE
Headline to be placedhere
Www.ChildFund.org
www.ChildFund.org
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Brand Standards Manual version 2
Video
VIDEOSection nine
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Brand Standards Manual version 2
Video
Video tips
in Section 6
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WEBSection ten
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Brand Standards Manual version 2 2
Web
B 69
B 0
B 0
B 0
B 50
007A45
7AB800
FD9000
5F420D
Web colors
Web buttons
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OTHER
EXAMPLESSection eleven
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Brand Standards Manual version 2
Other examples
Publications
Page layout
one dominant element.
see Section 6
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Brand Standards Manual version 2
Other examples
Publications
ChildWorld
IMAGE
COLOR
IMAGECOLOR
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Brand Standards Manual version 2
Other examples
Assignment packages
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Brand Standards Manual version 2
Other examples
Direct mail
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Brand Standards Manual version 2
Other examples
Advertising
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Brand Standards Manual version 2
Other examples
Flags
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Brand Standards Manual version 2
Other examples
Signage
2.
3.
1.
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Brand Standards Manual version 2
Other examples
Signage for programs,districts, estates, etc.
Signage for dedicated projects
5.
6.
7.
Kapete Project
Kafuee Federation
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Brand Standards Manual version 2
Other examples
Signage for partnershipswith other agencies
Signage with multiple agencies
Directional signage
Kapete Project
8.
9.
10.
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Brand Standards Manual version 2
Other examples
Working with other organizations
Multiple partnerships:
Equal partnerships:
Supporting partnerships:
Working with grant donors
USAID
available at
. The site also
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Brand Standards Manual version 2
Other examples
Department of Labor (DOL)
Department of State/Bureauof Population, Refugees,and Migration (BPRM)
.
UNICEF
European Union (EC/EU)
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Brand Standards Manual version 2
Other examples
SHEWILLlive her dream.
APAC
Kafuee
Federation
ChildFund
AusAid
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Brand Standards Manual version 2
Questions?
QUESTIONS?Section twelve
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Brand Standards Manual version 2
Questions?
Contact your
Director of Communications
Cynthia Price
(p) 804 756 2722
(e)
Or Your RegionalCommunication Managers
Vacant
(p) 251 11 618 5697
(e)
Julien Anseau
(p) 66 2 261 2744
(e)
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Brand Standards Manual version 2
GLOSSARYSection thirteen
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Brand Standards Manual
Color Palette
Logo
Tag Line
Template
Typeface