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BRAND IDENTITY GUIDELINES
Contents
ESPA Logos 3
Size and exclusion zone 4
ESPA Logo Blocks 5
Logo Use ESPA Directorate 6
Logo Use Partner Organisations 7
Equal Logo Weighting 8
Typeface Primary 9
Typeface Headings 10
Typeface System 11
Colour Palette 12
Disclaimer text to accompany the logos 13
Photography and imagery 14
More information 15
ESPA Brand Identity Guidelines 3ESPA Logos
Primary logo
Reverse versions
Secondary logoAll materials (whether print or digital) produced by ESPA-funded projects with the intention of release into the public domain must display the ESPA logo and/or ESPA logo block in accordance with these Guidelines.
Websites should display the ESPA logo on every page, and the ESPA logo block on at least one page of the site.
The ESPA logo comes in two main versions:
• Primary - the full logo, which includes the acronym ‘espa’ and the words Ecosystem Services for Poverty Alleviation
• Secondary - the smaller half logo, which includes just the acronym ‘espa’
Any use of the ESPA logo must include at least one instance of the full logo, and subsequent use (such as its appearance on other pages) can be of the Half Logo.
Both of the ESPA logos come in ‘Reverse’ forms with white text (instead of blue text) which should be used when placed against darker, coloured backgrounds.
The ESPA logos are available as .eps files (print-ready versions). If required for on-screen use (e.g. for a website) they should be converted by the users to a more suitable file format, such as .gif or .png.
ESPA Brand Identity Guidelines 4Size and exclusion zone
The logo should not appear smaller than 15mm in height.
The logo requires space around it in order to maximize its visual presence.
The exclusion zone is calculated by the distance from the top edge to the bottom of the middle edge of the ‘a‘ in the logo (denoted by ‘a’ opposite).
Please ensure no other graphic elements, images or text are placed within these zones.
a
a
a
a
15mm
Minimum size
Exclusion zone
ESPA Brand Identity Guidelines 5ESPA Logo Blocks
The larger EPSA logo block is designed to be used at the foot of the final page of documents, the bottom of the back cover of leaflets and booklets, or at the bottom of webpages.
The ESPA logo block is available as an .eps file (print-ready version). If required for on-screen (e.g. for a website) they should be converted by the user to a more suitable file format, such as .gif or .png.
Full-colour and black and white versions of the ESPA logo block are available for use.
The logo block acknowledges the support of DFID, NERC, and ESRC. If the ESPA logo is used without the additional use of the ESPA logo block, then the following acknowledgement must also be included somewhere in the text:
‘The ESPA programme is funded by the Department for International Development (DFID), the Economic and Social Research Council (ESRC) and the Natural Environment Research Council (NERC).’
Colour with border Colour, no border
Black/white with border
Horizontal version
Black/white, no border
ESPA Brand Identity Guidelines 6Logo Use ESPA Directorate
Products produced by the ESPA Directorate should have the ESPA logo at the top and the ESPA plus three donor logos at the bottom/back of the publication or product.
The ESPA Annual Report 2017 shows this principle, in practice.
ESPA Annual Report 2016-2017
Find the donor logos on their websites, as follows: NERC www.nerc.ac.uk/about/enquiries/logos/
ESRC www.esrc.ac.uk/about-us/visual-identity-and-logos/
DFID www.gov.uk/government/publications/uk-aid-standards-for-using-the-logo
ESPA Brand Identity Guidelines 7
Partner Organisations, colour with border
Partner Organisations, horizontal version
Logo Use Partner Organisations
For products that are created not by the Directorate but, for example, by legacy partner organisations, should simply incorporate the ESPA plus three donor logos block, plus – with the ESPA Directorate’s approval and on a case by case basis – the partners’ logos.
ESPA Brand Identity Guidelines 8Equal Logo Weighting
For event invitations and agendas, event banners and other signage, the ESPA logo and any hosting organisation’s logo should be of equal prominence. The donor logos must also be shown for public-facing communications of this type. See example, right.
Example of an events banner with equal logo weighting
Ecosystem services for
poverty alleviation in urbanising India
Delhi, India
14 MARCH 2018
ESPA Brand Identity Guidelines 9Typeface Primary
The typeface family Source Sans Pro has been selected for use by ESPA.
When Source Sans Pro isn’t available, it is acceptable to use Arial.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz01234567891!@#£%^&*.,?‘’
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz01234567891!@#£%^&*.,?‘’
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz01234567891!@#£%^&*.,?‘’
Source Sans Pro Bold
Source Sans Pro Regular
Source Sans Pro Light
ESPA Brand Identity Guidelines 10Typeface Headings
Tw Cent MT Bold has been selected for use by ESPA to be used as an alternative option for headings to be used alongside Source Sans Pro body text.
When Tw Cent MT Bold isn’t available, it is acceptable to use Arial.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz01234567891!@#£%^&*.,?‘’
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz01234567891!@#£%^&*.,?‘’
Tw Cent MT Bold
Tw Cent MT Regular
ESPA Brand Identity Guidelines 11Typeface System
When Source Sans Pro isn’t available, it is acceptable to use Arial. ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz01234567891!@#£%^&*.,?‘’
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz01234567891!@#£%^&*.,?‘’
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz01234567891!@#£%^&*.,?‘’
Arial Bold
Arial Regular
Arial Regular Italic
ESPA Brand Identity Guidelines 12
Pantone® CMYK RGB HEX
PMS 2945 C:100 M:53 Y:2 K:16 R:0 G:76 B:151 #004C97
PMS 382 C:28 M:0 Y:100 K:0 R:196 G:214 B:0 #C4D600
PMS 7463 C:100 M:63 Y:12 K:67 R:0 G:43 B:73 #002B49
PMS Process Blue C:100 M:13 Y:1 K:2 R:0 G:133 B:202 #0085CA
PMS 369 C:68 M:0 Y:100 K:0 R:100 G:167 B:11 #64A70B
PMS 144 C:0 M:51 Y:100 K:0 R:237 G:139 B:0 #ED8B00
PMS 187 C:7 M:100 Y:82 K:26 R:166 G:25 B:46 #A6192E
PMS 268 C:82 M:98 Y:0 K:12 R:88 G:44 B:131 #582C83
PMS 258 C:51 M:79 Y:0 K:0 R:140 G:71 B:153 #8C4799
PMS 7493 C:25 M:4 Y:44 K:3 R:187 G:197 B:146 #BBC592
PMS 5845 C:18 M:10 Y:60 K:23 R:175 G:169 B:110 #AFA96E
PMS 5635 C:34 M:10 Y:33 K:20 R:148 G:165 B:150 #94A596
PMS Warm Grey 3 C:9 M:11 Y:13 K:20 R:191 G:184 B:175 #BFB8AF
PMS 403 C:18 M:21 Y:27 K:47 R:140 G:133 B:123 #8C857B
Colour Palette
Pantone® (PMS)PMS is a universally recognised colour matching system based on lithography printing inks. The letter U or C after the number denotes whether the surface to be printed on is uncoated or coated.
CMYKThese indicate an accurate match to the equivalent PMS colours when printing in four colour process.
RGB and HEXWhen any of these colours are reproduced on-screen (e.g. in digital presentations or internet etc.), they should be created with the appropriate RGB or Hexadecimal colour values shown here.
ESPA Brand Identity Guidelines 13Disclaimer text to accompany the logos
When using the ESPA logos (irrespective of the version) you must always include the disclaimer text. Note that red text must be completed as appropriate for your project. Produced by ‘[research project name]’ ([NERC project no.]), [funded]/[partly funded]
with support from the Ecosystem Services for Poverty Alleviation Programme (ESPA). The ESPA programme is funded by the Department for International Development (DFID), the Economic and Social Research Council (ESRC) and the Natural Environment Research Council (NERC), as part of the UK’s Living with Environmental Change Programme (LWEC). The views expressed here are those of the authors and do not necessarily represent those of the funders, the ESPA Programme, the ESPA Directorate, or LWEC.
Disclaimer text
ESPA Brand Identity Guidelines 14Photography and imagery
We have a bias to using positive, upbeat, solutions-orientated images and showing people using natural resources, and with disciplined balance of women/men, old/young, so this should be conveyed.
Photography examples
ESPA Brand Identity Guidelines 15
More informationMairi DuparCommunications SpecialistEcosystem Services for Poverty Alleviation (ESPA)Argyle House3 Lady Lawson StreetEdinburghEH3 9DR
+44 (0) 7768 325197communication@espa.ac.uk
© 2008 Ecosystem Services for Poverty Alleviation
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