Brand Standards Manual_v2

8/3/2019 Brand Standards Manual_v2

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A FRESHAPPROACH

Brand standards manual

Brand Standards Manual version 2. November 2009.



the section.

Brand Standards Manual



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

Brand Standards Manual version 2



BRAND

POSITIONSection one




Brand positioning

Brand position

communications.

mission.

Cynthia Price

(p) 804 756 2722

(e)

(s)



MISSION

VALUESSection two




Mission values

Mission statement

Our values



LOGO

USAGESection three




Logo usage

ChildFund Alliance




Logo usage Logo usage

Logo size

Clear space

Logo font and proportions

Print

95

Registration Mark

Wordmark

LocatorSymbol




Logo usage

ChildFund used in text

Approved logo color variations

Reversed logo

Black & white logo

never




Logo usage

Exceptions

Regional logo





COLOR

PALETTESection four




Color palette

ChildFund International colors

brand.




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%




Color palette

M 2

M 13

M 41

M 34

B 116

B 6

B 0

B 50

FFFFFF

000000

FD9000

5F420D

White



TYPOGRAPHY




Hermes Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm

Zz 1234567890

Hermes Black


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


Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz1234567890

Century Gothic Bold


Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1234567890

Fonts

communications.




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


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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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.

Suspendisse elit.

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.



BRAND

STYLESSection six




& photo treatments

300 DPI

Use silhouetted images as often as possible. This technique can make a

“poor image” usable.

Use a range of silhouettes (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.




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 improving 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.




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.




300 DPI




Tone &messaging

Purposeful

Real

Inspiring




2. Progress Section

declarative statements to

3. Imagery

1. Truth Bar

Visual elements

1.

2.




Design principles



NAME USAGESection seven






Name usage

Name structure

1.

2.

3.



BUSINESS

MATERIALSSection eight




Business materials

materials sent to donors. These materials do not
















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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del il utat alisi.

eratem zzrilit accumsandit.




Video

VIDEOSection nine




Video

Video tips

in Section 6



WEBSection ten



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





OTHER

EXAMPLESSection eleven




Other examples

Publications

Page layout

one dominant element.

see Section 6




Other examples

Publications

ChildWorld

IMAGE

COLOR

IMAGECOLOR




Other examples

Assignment packages








Other examples

Direct mail








Other examples

Advertising






Other examples

Flags




Other examples

Signage

2.

3.

1.




Other examples

Signage for programs,districts, estates, etc.

Signage for dedicated projects

5.

6.

7.

Kapete Project

Kafuee Federation




Other examples

Signage for partnershipswith other agencies

Signage with multiple agencies

Directional signage

Kapete Project

8.

9.

10.




Other examples

Working with other organizations

Multiple partnerships:

Equal partnerships:

Supporting partnerships:

Working with grant donors

USAID

available at

. The site also




Other examples

Department of Labor (DOL)

Department of State/Bureauof Population, Refugees,and Migration (BPRM)

.

UNICEF

European Union (EC/EU)






Other examples

SHEWILLlive her dream.

APAC

Kafuee

Federation

ChildFund

AusAid




Questions?

QUESTIONS?Section twelve




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)




GLOSSARYSection thirteen



Brand Standards Manual

Color Palette

Logo

Tag Line

Template

Typeface

Documents

Brand Standards Manual_v2