AKF_guidelines - FINAL v5

BRAND GUIDELINES | 2015

| BRAND GUIDEL INES | 2015 2

Introduction

Over the course of several months, Fenton

completed an extensive research process in

order to gain a sophisticated understanding

of the Aga Khan Foundation USA. Our goal

was to equip your staff with common, concise

and compelling language that speak to what

the Aga Khan Foundation is about.

An in-depth research and discovery

process, starting with numerous stakeholder

interviews, enabled us to gather tremendous

insight into the elements people inside and

outside of the organization consider most

central to your brand. A landscape analysis

of your peers and competitors helped us to

define the space that you occupy and clearly

identify your distinct traits. After performing

a media and digital audit, we analyzed how

your story was currently being told to the

public and made some recommendations

as to how to better capture the unique

approach and human impact of your story.

We hope that the new messaging and

graphic direction contained in this brand

guidelines accurately reflect your goals

and uniquely position you to grow and gain

more support.


The AKF Brand

A brand is the promise you make to your

staff, partners, funders and the greater

public about who you are and what they

can expect. It creates a net impression in

the minds of your audiences. It includes

tangibles, such as your process and your

results, and intangibles, such as inspiring

confidence. A brand is expressed through

brand elements incorporated into all points

of contact, from your personal interactions to

your written materials to the appearance of

your digital assets.

A strong brand is important as it builds

a relationship with all of your audiences.

It increases awareness of everyone in

the Aga Khan Foundation network and

communicates your mission and values. It

shapes their perceptions of what the Aga

Khan Foundation does and influences their

behavior, such as increasing funding and

partnering on new initiatives.

The brand elements contained within this

toolkit are distinctive, easily recognizable and

facilitate the formation of strong, favorable

and unique brand associations. These

elements from the new messaging platform

to the graphic direction serve as the

foundation from which your brand equity will

grow. Brand equity, or brand value, reinforces

your position in the hearts and minds of

partners, funders and the public.

You should refer to this manual before

creating any form of communication to

ensure you are disseminating clear, concise

and consistent visual and verbal information

to all of your stakeholders. By presenting

a consistent brand message and look, you

can help set the Aga Khan Foundation apart

from other organizations in your space

ultimately promoting a poverty solutions

model that benefits people and communities

the world over.

You should refer to this manual before creating any form of communication to ensure you are disseminating clear, concise and consistent visual and verbal information to all of your stakeholders. By presenting a consistent brand look and message, you can help set the Aga Khan Foundation apart from other organizations in your spaceultimately promoting a poverty solutions model that benefits people and communities the world over.


Table of Contents

HOW TO TELL YOUR STORY

Messaging Pillars ................................6

Master Narrative ................................ 11

Key Messages ................................... 13

AUDIENCES TO TARGET

Audiences .........................................20

Elevator Pitch by Key Audiences

Internal Development Thought Leaders ..........................22

Corporate Philanthropies ...........25

High-Net-Worth Individuals ........ 27

Ismaili Community ........................29

Added Audience: Corporate Sponsors......................31

Clear Communications Checklist ............................................ 33

BRAND TOOLKIT

Logo .................................................... 35

Logo Versions ................................... 36

Logo Dos and Donts ..................... 37

Color Palette ..................................... 39

Typography ........................................ 41

Photography ..................................... 42

Graphic Direction ............................ 43

Volunteer Social Media Style Guide.........................................47

Brand Guidelines


How to tell the AKF story


Messaging Pillars

Messaging pillars are clean, simple

words that serve as the foundation of the

master narrative. They are not intended

to encapsulate everything about the

foundation; they are little words that, when

unpacked, reveal big concepts. The words,

and the concepts they represent, will be

woven throughout the master narrative.

The following are the five recommended

pillars of the Aga Khan Foundation

messaging platform. For each pillar, weve

included a set of words that can be used in

addition to or in combination with the pillar.

We have also included the key concepts

that are rolled into each pillar.

InvestTogetherPurposeOwn


Messaging Pillars | Invest

KEY CONCEPTS:

Invest in permanent institutions

Invest in relationships and in communities

Invest financial and human resources: money, technical assistance, knowledge, support

ADDITIONAL WORDS:

long-term

permanent

committed

stable

durable

build

access

deep

rooted


KEY CONCEPTS: Improving living conditions and opportunities for all people

Collective focus on respect for human dignity

Universal values

We are interconnected

Peace among disparate groups

We all share a common humanity; we value all human lives

In a world where there are more conflicts and differences than ever before, there are still some things we can all get behind

Partnering with local communities

ADDITIONAL WORDS:

united collected partner collective common

gather share we

KEY CONCEPTS: Harness the best from people of

all walks of life

Respect and represent multiple interests

Appreciate diversity and embrace inclusion

ADDITIONAL WORDS:

diversity celebrate respect individual extraordinary unique

all back-grounds and experiences

different compassion

KEY CONCEPTS: We have a comprehensive

approach

The continuum of work: the relationship between investment, active civil society, and permanent institutions

ADDITIONAL WORDS:

full broad wide

deep reach

Messaging Pillars | Together


Messaging Pillars | Purpose

KEY CONCEPTS:

Faith-inspired

Moral responsibility/mandate/obligation

The power to give back

Be an active member of your community

Everyone, everywhere has purpose

ADDITIONAL WORDS:

power commitment care purposeful leadership

Islam dignity quality of life


Messaging Pillars | Own

KEY CONCEPTS:

Communities are participants in their own development

Local knowledge, local presence, rooted in local society

ADDITIONAL WORDS:

local people knowledge rooted partner

KEY CONCEPTS:

Self-reliance

Be able to meet their own needs and the needs of their community

Active and voluntary civil society

Opportunity, hope, power, ownership, agency to act

ADDITIONAL WORDS:

power lead transform fuel prosper

access dignity potential opportunity choose

free thrive take action


Master Narrative

Every brand begins with a story. The

suggested Aga Khan Foundation master

narrative is a common jumping off place

to tell your story. While we realize that

individuals will put their own spin on it, the

narrative should be a primarily common

story. It is the foundation for your content,

whether that content is a fundraising appeal,

a speech, or an elevator pitch to a stranger

at a conference.

The Aga Khan Foundation is an organization

that includes many players and involves

work across different sectors. For this

reason, it is a challenge to tell your story in a

manner that is clear, compelling and simple

enough for the uninitiated. The narrative is

intentionally high level and straightforward.

Our goal is to enable AKF to invite in as

many stakeholders as possible with a

narrative that contains multiple entry points.

A NARRATIVE SHOULD:

Demonstrate your vision and, if necessary, challenges or barriers

Speak to your audiences shared values

Include effective language

Connect your cause to solutions

Highlight the impact of your work

End with an invitation or call-to-action

A MESSAGEis a short, simple idea that helps to

communicate your point and, when combined

with other messages, forms a narrative.

A NARRATIVEtells your story. A combination of several

key messages, tailored for the person you

are speaking to, a narrative is the story that

drives your organizations mission.

OF NOTE: As the foundation of your content, the master narrative serves as the common story of AKF as it would be written out. The narrative is not meant to be recited verbatim in its

entirety; rather it is a jumping off point for you to craft your own voice in communicating the

AKF story using a common set of language.


The Aga Khan Foundation Narrative

Reliable hospitals, schools and community

centers. Flourishing economies. Informed

and engaged people who have the space

and collective power to shape their own

futures. These are the cornerstones of

all thriving communities. Without them,

families remain stuck in a cycle of poverty,

clinging to insufficient government services

and dependent on short-lived aid. The Aga

Khan Foundation is breaking the cycle.

As a member of the Aga Khan

Development Network, one of the worlds

leading poverty solutions networks, the

Aga Khan Foundation engages with

communities around the world to build

better futures together. Harnessing the

best from people of all walks of life,

we build deep partnerships with local

nonprofits, businesses, governments and

community leaders based on a shared

vision of prosperity for all. Working

closely with our partners, we make long-

term commitments to innovative model

programs that improve quality of life,

from early childhood education to green

space preservation. Poverty is a complex

problem, yet we make progress when we

integrate the efforts of organizations from

all sectors and all regions of the world.

Meaningful change takes time, which is

why weve been working in communities

across Africa and Asia for decadesand

will be there for generations to come. We

invest in high-quality institutions such as

clinics, banks and universities that anchor

communities and provide opportunities

for people to unlock their own promise.

Rooted in local knowledge and ownership,

and equipped with tools like education

and health, people begin to realize

their potential and drive change in their

communities. Each generation grows

stronger as more individuals benefit, and

a transformation takes place. Civil society

begins to thrive. People establish mutual

trust and respect and, together, make

decisions to lift up the community.

At the Aga Khan Foundation, we believe

we all have purpose. Driven by our belief

in our shared humanity, we are dedicated

to helping all people fulfill that promise

for themselves. Our Foundation reaches

3.5 million people annually in 16 countries.

And we have so much more to do. We are

stronger together, and in a world where

differences and conflicts divide, now is the

time to build a better future together. Join

us.


Key Messages

USING MESSAGES

Using messages consistently and

repetitively will reinforce your brand over

time. They never appear to the outside

world as they do below in a list on one

or two pages. What we have provided is a

menu of options for you to pull from and

use across communications in speeches

and remarks, press materials, website copy,

presentations to funders, etc depending on

the situation.

At the same time, messages do not

describe every single facet of the Aga Khan

Foundation. They serve to position the

organization, initiate understanding, and

open the door to deeper conversations with

stakeholders depending on their knowledge

and interest level. It helps to think of

messages as scaffolding; you need to start

simply and then build up depending on how

far you need to reach.

WHAT MAKES A GOOD MESSAGE?:

True Believable Emotional connected to peoples

core values

Supported by facts Has an action component Repeated Framed to win

MESSAGES DO Inspire interest Invite people in Make a connection Tee up other messages and asks

MESSAGES DONT Explain a process Take the place of an accurate description Convey complicated ideas Use jargon


Core Messages

WHAT:

The Aga Khan Foundation helps communities around the world build better futures together.

We are a member of the Aga Khan Development Network, one of the worlds leading poverty solutions

networks.

Reliable hospitals and schools, flourishing economies and strong civil society are the cornerstones of all

thriving communities.

Without them, families remain stuck in a cycle of poverty. The Aga Khan Foundation is breaking the

cycle of poverty.


Core Messages

WHY:

At the Aga Khan Foundation, we believe we all have purpose, and we are dedicated to helping people fulfill

that promise for themselves.

Our work is driven by a firm belief in our shared humanity. We know we are stronger together.

In a world where there are more differences and conflicts than ever before, now is the time to come

together and drive positive change for all people.

We are driven by the belief that when all people regardless of faith, origin or gender live and work

side by side to improve their communities, the fabric of

society is stronger.


Core Messages

HOW:

The cycle of poverty is enormously complex, but we see success when we integrate the efforts of organizations from all sectors and across regions of the world. We are stronger together.

We are committed to three areas of work: building permanent institutions, making long-term investments and cultivating local leadership.

Each area of work is essential to breaking the cycle of poverty; one cant work without the other.

We build high-quality institutions like clinics, banks and universities that anchor communities and help people unlock their own promise.

We make long-term investments in innovative programs that improve quality of life for people in the poorest regions of the world.

We cultivate deep partnerships with local nonprofits, businesses, governments and community leaders because we believe in the power of harnessing the best from people of all walks of life.

Strengthened by access to good education and health, people begin to realize their potential and drive change in their communities.

Over time, a transformation takes place: as people come together to make decisions to lift up the community, civil society begins to thrive.

Meaningful change takes time, which is why we invest in the long-term.

Weve been working with communities across Africa and Asia for decadesand we will continue to advance positive change that lasts for generations to come.

At the moment, were committed to over 200 projects in 30 countries around the world. And we have so much more to do.


Core Messages

MESSAGES ON ISLAM:

The Aga Khan Foundation was founded by His Highness the Aga Khan, spiritual leader of the Ismaili

Muslims.

Islam is grounded in a strong ethic of helping others and giving back.

We believe that communities and societies are stronger when they are built on the vision and collaboration of

people from all different backgrounds.

While inspired by the values of Islam, our staff, our partners and the people we serve represent all religions

of the world.

Our work is driven by the belief in our shared humanity and the firm conviction that we all have purpose.

The Aga Khan Foundation is dedicated to helping all people fulfill their own promise.


Core Messages

MESSAGES ON HIS HIGHNESS:

His Highness the Aga Khan is the hereditary Imam, or spiritual leader, of the Shia Imami Ismaili Muslims.

His Highness is the 49th hereditary Imam of the Shia Ismaili Muslims.

While still an undergraduate at Harvard, His Highness was chosen by his grandfather to succeed him as Imam in 1957.

There are approximately 12-15 million Ismaili Muslims living in over 25 countries worldwide.

In addition to being a spiritual leader, the Aga Khan is the founder and chairman of the Aga Khan Development Network, one of the worlds leading poverty solutions networks.

As spiritual leader of the Ismaili Muslims, the Aga Khan is responsible for both interpreting the faith and also for improving quality of life in the face of modern challenges.

His Highness the Aga Khan has a deep commitment to improving quality of life for all. This means helping people unlock their own promise to meet the needs of their families and pursue their own goals and dreams.

Addressing the challenges of poverty takes time and investment which is why AKDN has been building lasting institutions like schools and hospitals for over 50 years.

The Aga Khan has said that one of his greatest sources of happiness is the broad reach and impact of the Aga Khan Development Network.

Driven by his belief in our shared humanity, His Highness is dedicated to helping people around the world build a better future.


The Aga Khan Foundation Work Areas

Aga Khan Foundation is committed to

three areas of work: building permanent

institutions, making long-term investments,

and cultivating local leadership. Each is

essential to breaking the cycle of poverty;

one area cannot work without the other.

We see success when we integrate the

efforts of organizations from all sectors and

within regions

Audiences to Target


Priority AudiencesIn order to reach AKFs strategic goals of elevating its brand

among international development leaders and garnering

further financial support, we recommend AKF target the

specific audiences that will help further these goals.

This chart shows in green the audiences AKF

communications will target directly, and outward from

those, in grey, the ones who will be reached indirectly.

For example: AKF USA staff and NC will communicate the new

messaging and branding to AKDN

International Development Thought Leaders will influence the opinions of Peer Organizations, Policymakers, Think Tanks and Academia

Corporate Philanthropy and HNWIs set giving trends for the general public

The Ismaili Community will spread the word to their friends and colleagues

Engaged Public

High-Ne

t-Worth Individuals

Corp

orate P

hilanthropy, Foundations

Pe

er o

rgan

izatio

ns, Po

licymakers, Think Tanks, Academ

iaInte

rnat

iona

l Deve

lopment Thought Leaders

AKDN Staff

AKF USASTAFF & NC

AKF USA

VOLUN-TEERS

Friend

s and Colleagues

Is

maili Community

AKF USAVOLUNTEERS


Elevator Pitches

The idea of an elevator pitch is to be clear, compelling and concise. Any representative of the Aga Khan Foundation should be prepared to make the most of a brief engagement to open the door for a potentially deeper discussion. A great elevator pitch wont tell the whole story, but it should establish a foundation for further contact. You want to leave the listener with a positive impression and set up the next stage. This might be Can I give you my card and get yours? or Id love to follow up with you and learn more about your work.

ADVANCE

Short, concise descriptions Relatable language Positive, inspirational tone Demonstrate impact and outcomes Clear, simple call-to-action

AVOID

Trying to capture everything Jargon Focusing on process All inputs without outcomes Confusing ask, or asking too much

You can draw language from the master narrative, but what follows are examples of how you might customize an elevator speech for specific audiences.


Elevator Pitch

Audience 1:International Development Thought Leaders

Target Audience

What do they care about?

How do we reach them?

What do we want them to do?

International Development Thought Leaders

Addressing long-term global poverty

Innovative and effective development models

Proof points Partnering on

initiatives in their areas of interest or regions of work

Conferences and other field events

Top-tier national and trade media

Speeches and editorial media

Reports Website

Recognize the Aga Khan Foundation as a leader in the field

Refer to the Aga Khan Foundation in conversations, in writing and in media as a unique and effective model to reduce poverty

Be ambassadors for the Aga Khan Foundation brand to influence peer organizations, policymakers, think tanks and academia

Support the Aga Khan Foundation through financial gifts and grants (Foundations)


Elevator Pitch

International Development Thought Leaders

Hi. Im __________, and I [fill in the blank

with title/role] at the Aga Khan Foundation.

Were a member of the Aga Khan


leading poverty solutions networks.

This year, as global leaders come together

to define a new set of Sustainable

Development Goals, were seeing a shift in

focus from outlining what the goals are to

deciding how we will achieve them together.

At the Aga Khan Foundation, were seeing

success when we integrate the efforts of

organizations from all sectors and across

regions of the world. Our unique approach

is to partner with local business and

government leaders, support burgeoning

civil society, and invest in the most

innovative programs and the highest-quality

institutions such as schools and hospitals.

Were proud to have partnered with

organizations like the Gates Foundation and

USAID to drive long-term and measurable

impact. Right now, were committed to over

200 projects in 30 countries around the

world, and we have so much more to do.

Can I connect you with [insert relevant staff

person] who can give you more information

about [fill in precise ask for person. Ex:

Can I connect you with Elizabeth Grant, our

program manager who can give you more

information about MIAD?]

SUGGESTED PROOF POINTS (PICK 2-3) List of other prestigious partners, information and data about an innovative program,

numbers of people served by an AKF institution (number of students graduating from

universities, people served by hospitals, businesses funded by impact investor dollars, etc.),

other impact data


Elevator Pitch

Foundations Hi. Im __________, and I [fill in the blank with title/role] at the Aga Khan Foundation.



leading poverty solutions networks.

At this years summits, leaders from around

the world will define a plan to achieve a

new set of Sustainable Development Goals

together. At the Aga Khan Foundation,

were seeing success when we integrate

the efforts of organizations from all sectors

and across regions of the world. Our unique

and time-tested approach focuses on

three areas: building the highest-quality

institutions like banks and universities,

making long-term investments to the most

innovative programs, and cultivating local

leadership.

Right now, were committed to over 200

projects in 30 countries around the world,

and we have so much more to do. Can I

get your card so I can send you some more

information? Id love to tell you about [insert

relevant success story. Ex: the exciting

womens literacy program we were able

to launch last year thanks to support from

the Gates Foundation and the expansion

plans that need funding next year.] OR Can I connect you with [insert relevant staff

person] to learn more about [fill in precise

ask for person. Ex: I know youve recently

expanded your program areas to include

micro-entrepreneurship; can I connect you

with my colleague Pearl Akosah? Pearl is

our senior program officer and can speak

more to how were empowering small-scale

entrepreneurs.]

SUGGESTED PROOF POINTS (PICK 2-3) List of other prestigious foundation funders (and corporate and development organization

partners), information and data about an innovative program, numbers of people served

by an AKF institution (number of students graduating from universities, people served by

hospitals, years people have had access to a bank, etc.), other impact data


Elevator Pitch

Audience 2:Corporate Philanthropies

Target Audience




Corporate Philanthropies

CSR brand profile Employee

engagement

Human stories and proof points

Impacting communities where they operate

Innovative, replicable, scalable models

Advancing strategic business interests

Being associated with credible, reputable partners

Grant proposals and partnership agreements

One-on-one or small group meetings

Conferences and industry events

Top-tier national and trade media; financial industry press

Speeches and editorial media

Reports Website

Support the Aga Khan Foundation through financial gifts and grants

Promote the Aga Khan Foundation among industry influencers

Partner on initiatives such as private-public partnerships and impact investing


Elevator Pitch

Corporate Philanthropies

Hi. Im __________ and I [fill in the blank




leading poverty solutions networks, and we

help communities around the world build

better futures.

Our unique approach has three components:

we build the highest-quality institutions like

banks and universities, we make long-term

investments to the most innovative programs,

and we cultivate strong local leadership.

By partnering with local businesses and

leaders, we are able to drive impact that

is rooted in the community and lasts for

generations. Were proud to have partnered

with companies like Johnson & Johnson

and Intel in our work. Thanks in part to their

support, we are currently committed to

over 200 projects in 30 countries around

the world, and we have so much more to

do. Can I get your card so I can send you

some more information? Id love to tell you

about [insert relevant success story. Ex: the

exciting financial literacy program we were

able to launch last year thanks to support

from Johnson & Johnson and Intel.] OR Can I connect you with [insert relevant staff

person] to learn more about [fill in precise

ask for person. Ex: I know youve recently

expanded your corporate giving to include

an impact investing portfolio. Can I connect

you with my colleague Rick Kellett? Rick is

our director of programs and investments

and can speak more to how were

leveraging impact investing where people

need it the most.]

SUGGESTED PROOF POINTS (PICK 2-3) Charity Navigator rating, list of other prestigious corporate funders/partners, information

and data about an innovative program, success story of an employee engagement program,

numbers of people served by an AKF institution (number of students graduating from

universities, people served by hospitals, businesses funded by impact investor dollars, etc.),

other impact data


Elevator Pitch

Audience 3:High-Net-Worth Individuals

Target Audience




High-Net-WorthIndividuals

Making a difference in the lives of the less fortunate through donations

Being associated with credible, reputable strategic partners

Human stories and proof points

Galas, charity events One-on-one or small

group meetings

Top-tier national media, editorial media

Website External

communications vehicles (social media, newsletters, emails)

Support the Aga Khan Foundation through financial gifts

Promote the Aga Khan Foundation among their peers


Elevator Pitch

High-Net-Worth Individuals





leading poverty solutions networks, and we

help communities around the world build

better futures.

As you know, the cycle of poverty is

enormously complex, but were seeing

success through our unique approach which

focuses on three areas of work: building the

highest-quality institutions like banks and

universities, making long-term investments

to the most innovative programs, and

cultivating local leadership. Because weve

made long-term commitments to work

with communities across Africa and Asia,

weve been able to see firsthand that when

people are strengthened by access to good

education and health, they begin to realize

their potential and drive meaningful change

that lasts for generations to come.

Right now, were committed to over 200

projects in 30 countries around the world,

and we have so much more to do. With

your support, we can make a lasting impact

together. Can I get your card so I can send

you some more information? Id love to tell

you about [fill in with relevant personal,

emotional success story]. OR Can I connect you with [insert relevant staff person] to learn

more about [fill in precise ask for person.

Ex: Can I connect you with Karim Juma,

our associate director of donor services,

to learn more about how you can support

communities in building better futures?]

SUGGESTED PROOF POINTS (PICK 2-3) Charity Navigator rating, personal stories of impact, numbers of people served by an AKF

institution (number of students graduating from universities, people served by hospitals,

businesses funded by impact investor dollars, etc.), list of prestigious partnerships, other

impact data


Elevator Pitch

Audience 4:Ismaili Community

Target Audience




IsmailiCommunity

Supporting communities abroad

Human stories

Materials distributed and displayed at events

Outreach from volunteers before/during/after events

The Aga Khan Foundation Walk/Golf Events

External communications vehicles (social media, newsletters, emails)

Website

Gain better understanding of the Aga Khan Foundation and its objectives as a poverty solutions network

Promote the Aga Khan Foundation approach and success stories to friends and colleagues outside the Ismaili community, especially HNWI

Engage with the Aga Khan Foundation through its various social media platforms (like, follow, retweet, share, reply, mention) and events

Volunteer for the Foundation

Support the Foundation through financial gifts


Elevator Pitch

Ismaili Community





leading poverty solutions networks, founded

by his Highness the Aga Khan, and we help

both Ismaili and non-Ismaili communities

around the world build better futures.

Think about what makes a community thrive.

Reliable hospitals, schools and community

centers. Flourishing economies. Informed

and engaged people who are able to shape

their own futures. Without these things,

families remain stuck in a cycle of poverty.

The Aga Khan Foundation is breaking the

cycle. Right now, we are committed to over

200 projects in 30 countries around the

world, and we have so much more to do.

With your support, we can build a better

future together. If youre interested, Id love

to connect you with [insert relevant staff

person] so you can learn more about [fill in

precise ask for person, Ex: Can I connect

you with Aziz Valliani, the chair of our

National Committee, so you can learn more

about how to get involved with the Aga

Khan Foundation].

SUGGESTED PROOF POINTS (PICK 2-3) Personal stories of impact, Charity Navigator rating, numbers of people served by an AKF


businesses funded by impact investor dollars, etc.)


Elevator Pitch

Added Audience:Corporate Sponsors

Target Audience




Corporate Sponsors

Increasing brand loyalty

Marketing and promotional opportunities

Targeting a niche market

Opportunities for staff engagement

Positive public relations

Brand differentiation Creating awareness

of products and services

Promote community responsibility

Opportunities for the public to sample products

Identify corporations that fund events similar to AKFs events

Sponsorship packages

Cold calls Industry conferences Leverage personal

relationships and those of colleagues

Social media such as LinkedIn

Support AKF events through event sponsorship and in-kind

Introduction to corporate foundations

Corporate champion


Elevator Pitch

Corporate Sponsors

Hi. Im __________ and I [fill in the blank with title/

role] at the Aga Khan Foundation. Were a member

of the Aga Khan Development Network, one of the

worlds leading poverty solutions networks, and we

help communities around the world build better futures.

Our unique approach has three components: we

build the highest-quality institutions like banks and

universities, we make long-term investments to the

most innovative programs, and we cultivate strong

local leadership. In the United States our activities

bring visibility to the issue of global poverty. We work

closely with small businesses and corporate sponsors

across the country to host events that increase the

awareness and financial resources that improve living

conditions and opportunities for all people. Were

proud to have sponsors like The Coca-Cola Company

that have respect for the commitment the Aga Khan

Foundation has to improve the quality of life. Whether

its Coke or Duncan Brands our events get our

sponsors in front of a niche market and they provide

the opportunity to highlight brand differentiation.

Thanks in part to our sponsors our events increased

our sponsors promotional opportunities to more than

30,000 consumers a year and a combined social media

reach to almost 10,000. Can I get your card so I can

send you some more information? Id love to tell you

more about [insert relevant success story: Ex: Major

sponsor like Coke whose sponsorship satisfaction

led to the corporation increasing their sponsorship

by 92 percent in one year.] OR Can I connect you with

[insert relevant staff person] so you can learn more

about [fill in precise ask for person. Ex. I know you

have several new products coming out this year and

also acquiring XYZs subsidiary Can I connect you

with Todd Pittman? Todd is our manager of resource

development and fundraising and can speak more to

how our events are increasing sponsors brand loyalty

and providing the opportunity for staff engagement

while leveraging the awareness from sponsorships

where people need it most.].

SUGGESTED PROOF POINTS (PICK 2-3) Personal stories of impact, Charity Navigator rating, numbers of people served by an AKF


businesses funded by impact investor dollars, etc.)


Clear Communications Checklist

Does this communication start at a high level?

Is this process-oriented or results-driven?

Does it need to appeal to a specific audience?

Does it tell an engaging story?

Does this use core messaging?

Does this provide anecdotal or data-based proof points?

Have you described impact?

Is there a clear call to action?

Brand Guidelines


Brand Toolkit


Logo

The Aga Khan Foundation logo is part

of the Aga Khan Development Network

family. it should not be altered in anyway

and presented proudly as part of our

enduring legacy.

Where possible, the logo should appear

with the tagline as part of its strategic

positioning.

PRIMARY MARK

HORIZONTAL APPLICATION

An agency of the Aga Khan Development Network


An agency of the Aga Khan Development Network An agency of the Aga Khan Development Network







Logo Versions

REVERSE LOGOSThe reverse white logo may be set on any

solid color, as long as the logo is clearly

separated from the background.

BLACK AND WHITE LOGOSB+W versions of the logo should only be

used when color is not an option. Use

the logos displayed here in solid black

& white, not a color logo converted to

grayscale.












































Logo Dos and Donts

Each element has been crafted to work

in concert to achieve a whole whose

sum is greater than its parts. Maligning or

otherwise altering an aspect of the logo

in its entirety adds confusion and dilutes

brand equity. Make special attention to

care for the brand and build its presence.

UNACCEPTABLE USES

Do not move, change or

scale any elements

Do not distort or stretch

the logo

Do not crop or rotate the

logo

Do not alter the appearance

with special effects [like

drop shadow]

Do not change the colors in

the logo

Do not place the logo over

busy backgrounds that do

not offer enough contrast



An ag

ency o

f the A

ga Kh

an De

velopm

ent Ne

twork

An ag

ency o

f the A

ga Kh

an De

velopm

ent Ne

tworkAn

agenc

y of th

e Aga

Khan

Devel

opment

Netwo

rk

A member of the Aga Khan Development Network

An agency of the Aga Khan Development NetworkAn agency of the Aga Khan Development Network



Logo File Types

File Type Usage

.EPS Ideal for printed pieces. This file type will have a transparent background and

can be expanded to any size without pixellation or other quality loss.

Not suitable for web.

.PDF Good for print and MS Office applications (Word, Powerpoint, etc).

This file type will have a transparent background.

.JPG Good for print and MS Office applications. This file type will have a transparent background.

.PNG Good for web and and MS Office applications . This file type will likely have a transparent background.

GUIDE TO LOGO FILESThis section provides an overview of the

logo file formats available for your use.

Use this chart to help you determine which

logo file you require based on your project

needs.


Color Palette

It is important to maintain a consistent

appearance of the logo and all visual

communications across various media

types and materials.

Using colors consistently in all

communications will strengthen

brand recognition, create impact and

differentiate our brand.

All colors are featured here with

specifications for a variety of on- and

offline applications.

PRIMARY COLORS

The primary brand colors are pulled

directly from the AKDN parent brand and

are used to build brand equity at every

point of communication.

GREENPMS 354

CMYK: 81/0/92/0

RGB: 0,177,64

HEX: #00b140

BLACKCMYK: 0/0/0/100

RGB: 0,0,0

HEX: #000000

WHITECMYK: 0/0/0/0

RGB: 255,255,255

Hex: # ffffff

GREYPMS Cool Gray 11

CMYK: 3/3/0/64

RGB: 88,88,91

HEX: #58585b


Color Palette

SECONDARY COLORS

As a counterpoint to the brand colors of

the primary palette, the secondary colors

expand and add depth. Rich and full-

bodied, they provide a solid infrastructure

upon which the AKF logo can move.

GOLDPMS 457

CMYK: 0,16,75,27

RGB: 187, 158,47

HEX: #bb9e2f

YELLOWPMS 1225

CMYK: 0, 22, 73, 0

RGB: 255, 200, 69

HEX: #ffc845

LT. GREENPMS 376

CMYK: 23,0,84,24

RGB: 149, 193, 31

Hex: #95C11F

DK. GREENPMS 349

CMYK: 90,12,95,40

RGB: 4, 106, 56

HEX: #046a38


Typography

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?@#$%^&*()_+{}|;/

Proxima Nova Regular

Proxima Nova Italic Proxima Nova Bold

Proxima Nova Bold Italic

MOST APPLICATIONS While the font in the Aga Khan Foundation

logo is Bodoni Std, we use Proxima Nova

for headlines and body copy.

Proxima Nova is versatile, flexible, and

comes in several styles. Its available for

both Mac and PC platforms.

PROXIMA NOVA


Photography

PEOPLE FOCUSEDThe Aga Khan Foundation is about

impacting real people in real situations.

Our imagery should reflect this. Dynamic,

colorful, high-impact images that connect

our programs with the people they help.

Work to make imagery complement or

highlight our message. When working with

photography, adhere to all copyright and

rights specifications.

EXAMPLES


Graphic Direction

The Aga Khan Foundation connects people such that together, we are stronger and can make a greater impact in the world around us. Our graphic approach visually manifests this idea

by using simple elements which, when

combined, form a relationship to create

an impact greater than its parts. Strong

geometric shapes, layered transparency,

a creative use of negative space.

We call this graphic approach:

TOGETHER

+An agency of the Aga Khan Development Network

+

An equilateral rectanglar tile set on a 45 axis

introducs a sense of direction, visually conveying

the idea of investment and impact. These tiles

can be used flexibly to frame images and text.

LOREM IPSUM ALET

Ende rem alique non etusa di omnis ex eos nonem excesen delecti nullique quosaectem. Dam facero omnimus. Ibusam qui debita inisi del inturepedit laboria estrum volum.

Creative layering and traspareancy

forms dynamic ways to display

images in print or online layouts.

When shapes are used in concert, they overlap with translucency, weaving together a rich tapestry of powerful graphics that add visual interest and intrigue into any layout.


Graphic Direction

SAMPLE PRINT LAYOUTS

LOREM IPSUM ALET

Ende rem alique non etusa di omnis ex eos

nonem excesen delecti nullique quosaectem.

Dam facero omnimus. Ibusam qui debita inisi del

inturepedit laboria estrum volum.Epudipsus aut

abo. Ita sam, officiet pa sincid maiorem perspe-

dis es vendel et fuga. Atia volori corunt volupta








Vel impor molestet veribus aut isquat doluptas et ea sed quatur, invel magnatasped et laborrum natur.

NULLIQUE QUOSAECTEM QUIANDAE PRO TE VEL






















1825 K St., N.W.Suite 901Washington, D.C. 20006

Telephone: 202.293.2537 Facsimile: 202.785.1752 Email: [email protected]

SAMPLE LETTERHEAD SAMPLE ONE-PAGER

Ficiur, nobit odis sin reperum quis modipitatur, cus sequid excerio berferi beatem.

Ende rem alique non etusa di omnis ex eos nonem excesen delecti nullique quosaectem.


LOREM

IPSUMUSO QUI

DEBITANISI QU

AT

SAMPLE TRIFOLD BROCHURE

Vel impor molestet veribus aut isquat doluptas et ea sed quatur invel magna.








Ficiur, nobit odis s in reperum quis modipi tatur, cus sequid excerio berfer i beatem.

Ende rem alique non etusa di omnis ex eos nonem excesen delecti nullique quosaectem. Dam facero omnimus. Ibusam qui debita inisi del inturepedit laboria estrum volum as remolor eper-chilitio vel eversperia quat qui dolum.

Asim ullam expella tusam, qui.andae pro te vel min num que nobis vitinum endi officim quodis quam am, coration reperit eos et autem reicien imperum ut periate sequiam, omnimen-dem accusandi.

ENDE REM ALIQUE NON ETUSA DI OMNIS


Ende rem alique non etu-sa di omnis ex eos nonem excesen delecti nullique quosaectem. Dam facero omnimus.

Ibusam qui debita inisi del inturepedit laboria estrum volum as remolor eperchilitio vel eversperia quat qui dolum sim ullam expella tusam, qui.andae pro te vel min num que nobis vitinum endi of-ficim quodis quam am, co-ration reperit eos et autem reicien imperum ut periate sequiam, omnimendem accusandi.

Qui dolorecae porem remperume coreptasit et labo. Nem eat. Epudipsus aut abo. Ita sam, officiet pa sincid maiorem.

OVIDENIMUS CONECTIO CUSAPERO ES ALIBUS

Everum nem fugitius voloreped quam, nobit everum nonse non rectur aut officiam alibus.

LOREM

IPSUMUSO QUI

DEBITANISI QU

AT

FRONT



OVIDENIMUS CONECTIO CUSAPERO

ES ALIBUS

Everum nem fugitius voloreped quam, nobit

everum nonse non rectur aut officiam alibus.

FICIUR, NOBIT ODIS SIN REPERUM QUIS MODIPITATUR.

Ende rem alique non etusa di omnis ex eos nonem excesen delecti nullique quosaectem. Dam facero omnimus.

Ibusam qui debita inisi del inturepedit laboria estrum volum as remolor eperchilitio vel eversperia quat qui dolum sim ullam expella tusam, qui.andae pro te vel min num que nobis vitinum endi officim quodis quam am, coration reperit eos et autem reicien imperum ut periate sequiam, omnimendem accusandi.








1825 K St., N.W.Suite 901Washington, D.C. 20006Telephone: 202.293.2537 Facsimile: 202.785.1752 Email: [email protected]

SAMPLE POSTCARD BACK

COVER

INSIDE

Graphic Direction


Graphic Direction

SAMPLE WEBSITE LAYOUT

The hero area uses overlapping tile

shapes to frame an image in a striking way.

The layout also uses full-page images and

graphic elements to delineate sections

and create interesting backgrounds and

text areas.

LOREM IPSUM

Ende rem alique non etusa di omnis ex eos nonem excesen delecti nullique quosaectem. Dam facero omnimus. Ibusam qui debita inisi del inturepedit laboria estrum volum. Epudipsus aut abo. Ita sam, officiet pa sincid maiorem perspedis es vendel et fuga. Atia volori corunt volupta.








CONTACT SIGN IN

Ovidenimus Conectio Cusapero Es Alibus

Ende rem alique non etusa di omnis ex eos.


Epudipsus aut abo. Ita sam, officiet

LEARN MORE


Everum nem fugitius voloreped quam, nobit everum nonse non rectur aut officiam alibus.

SC

RO

LLING

VE

RT

ICA

L HO

ME

PAG

E

SAMPLE SHARE GRAPHICS

LOREM IPSUM ALET ALIQUE

LOREM IPSUM ALET ALIQUE

FICIUR, NOBIT ODIS SINF REPERUM QUIS








FICIUR, NOBIT ODIS SINF REPERUM QUIS









Volunteer Social Media Style Guide

As we unveil our new brand to the world, consistency and clarity are key. It is important that we take a cohesive

approach to social media. This section

outlines what each regions profile picture

and naming convention should be, as well

as some graphic suggestions.

Weve designed a wordmark profile picture for social media accounts. To accommodate the logo

restrictions, we came up with an elegant and clear way to mark AKF volunteers on social media.

Above are two social media cover image options. These are suggested designs and we

encourage you to be creative in this space. If you use the AKF symbol on a self-created image,

please be sure to send it to the DC office before posting.


Volunteer Social Media Style Guide

Facebook Conventions:

Facebook Name: Aga Khan Foundation

Volunteers - [Region]

For Example: Aga Khan Foundation

Volunteers - Northeast

Organization Type: Non-profit

Short Description: Aga Khan Foundation

Volunteers raise awareness & funds for the

Foundation, helping communities across

Africa & Asia build better futures together.

Company Overview: The Aga Khan

Foundation (AKF) is a private, non-

denominational, not-for-profit international

development organization committed to

helping communities across Africa and Asia

build better futures together. We establish

deep partnerships with local nonprofits,

businesses, governments, and community

leaders based on a shared vision of

prosperity for all. Working closely with our

partners, we make long-term commitments

to innovative programs that improve quality

of life, from early childhood education to

green space preservation. By building

lasting institutions, making long-term

investments, and cultivating strong local

leadership were able to build sustainable,

meaningful change.

The Foundation is a member of the

Aga Khan Development Network (www.

facebook.com/akdn), one of the worlds

leading poverty solutions networks,

established by His Highness the Aga Khan.

The Network partners with communities

and individuals, often in disadvantaged

circumstances, to improve living conditions

and grow opportunities. The Networks

agencies work for the common good of all

citizens, regardless of their gender, origin,

or religion.

We are stronger together, and in a world

where there are more differences and

conflicts than ever before, now is the time

to build a better future together. AKF is a

non-profit, tax-exempt organization under

section 501(c)(3) of the Internal Revenue

Service code.

Twitter Conventions

Twitter Handle: @AKFVol[Region]

Twitter Bio: Aga Khan Foundation

Volunteers raise awareness & funds for the

Foundation, helping communities across

Africa & Asia build better futures together.


Final Thoughts

Questions? Comments?

Please contact:

GERALDINE SICOLA Director of Communications &

Resource Development

[email protected]

202-293-2537 ext. 106

MARTHA SIPPLE Communications and

Public Affairs Manager

[email protected]

202-293-2537 ext. 105

EMILY HONSTEIN STANTON Communications Officer

[email protected]

202-293-2537 ext. 142

AKF_guidelines - FINAL v5

Documents

Transcript of AKF_guidelines - FINAL v5