CENTENARY CAMPAIGN TOOLKIT

January 2019

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Centenary Campaign logo

Background

The anniversary is an opportunity to celebrate 100 years of humanitarian action, and to inspire the next generation into action for the next 100 years.

Audiences

• National Societies - volunteers, members • Media• Governments, policy makers, policy influencers• Corporate partners

Concept

This design positions IFRC as:

• Modern and futuristic – a brand relevant for the fu-ture.

• The dynamic cut edges literally represent being on the cutting edge, quick action, preparedness, change and evolution.

• The dates placed diagonally show growth, improve-ment, dynamism.

• Clear and clean message – not too many elements, literally showing 100 years without room for any misinterpretation.

• A dynamic fit with our IFRC logo – both print and digital versions; and can be easily incorporated in to print and digital communications.

• Complies with our guidelines on emblem use.

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Centenary Campaign logo

Approach

To celebrate #IFRC100 and showcase our ongoing rel-evance, the following material will be available for staff:

• National Societies, corporate partners to share their Red Cross or Red Crescent story with the world.

• This may be in forums and meetings, at events or exhibitions, or across media and social media. Of-fline - posters, pull up banner, powerpoint template, letterhead.

• Digital - social media animations and infographics, video.

Topline key messages

For the past 100 years, the Red Cross and Red Crescent network has driven local action in com-munities around the world. With more than 11.7 million active volunteers, we’re ready to act before, during and after disasters and health emergencies to meet the needs and improve the lives of vulnerable people. We’ll continue to do that for the next 100 years.

The Red Cross and Red Crescent network, working to-gether as the IFRC, is a force for change. We’re proud to be present in communities in 190 countries, working together with partners around the world to build resil-ience.

The nature of crisis and vulnerability is changing, di-saster and conflict settings are becoming increasingly complex. Our network of community led Red Cross and Red Crescent National Societies are at the forefront of innovation, risk reduction and response.

#IFRC100#IFRC100

#IFRC100

#IFRC100#IFRC100 #IFRC100

#IFRC100 #IFRC100

#IFRC100

#IFRC100#IFRC100

#IFRC100

#IFRC100

#IFRC100

#IFRC100#IFRC100

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logo: Clear Space & SizesTo ensure high visibility and an uncluttered presenta-tion, always maintain “clear space” around the logo.

Determine the logo’s clear space by measuring the size of the “x”, where “x” is the height of the logo.

Note: For print use, the logo should never be reduced below the minimum size of 17 mm (height). Don’t make the logo smaller than 50 px (height) in digital executions.

x/3x

x/3

x

The secondary logo

The primary logo

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Logo: Language versions

Arabic

French

Spanish

English

6Co-branding: variant 2

Co-branding: variant 1

logo: Co-brandingIf there is a need to show several partner logos, it’s very important to display all of the logos as equal and visual-ly balanced. In order to do that, please follow the shown examples.

Partner Logox/3

x

Partner Logo

Partner Logox/3

x

Partner Logo

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TypographyHeadlines: Bebas Neue

A Sans Serif font family, Bebas Neue was developed by designer Ryoichi Tsunekawa of Dharma Type. The type-face is described as “staying true to the style and grace of Bebas with its familiar clean lines, elegant shapes, a blend of technical straightforwardness and simple warmth, which makes it uniformly proper for web, print, commerce and art”.

Body text: Open Sans

Open Sans is a humanist Sans Serif typeface designed by Steve Matteson, Type Director of Ascender Corp. This font contains the complete 897 character set, which in-cludes the standard ISO Latin 1, Latin CE, Greek and Cyrillic character sets. Open Sans was designed with an upright stress, open forms and a neutral, yet friendly appearance. It was optimized for print, web, and mobile interfaces, and has excellent legibility characteristics in its letterforms.

Bebas Neue Font

Open Sans Font

Body text: Open Sans

Headlines: Bebas Neue

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Colour paletteThere are three primary colour options for the campaign to use across a range of applications – dark grey, light grey and white – and one accent colour – red. These colours have been selected to provide a bright, clean, modern and sophisticated look, which compliments the campaign and IFRC brand.

Use the dark grey version of the logo when reproduc-ing over light colours and lighter-toned photography. Ensure that the logo has maximum legibility by never reproducing it over noisy and busy backgrounds. Use the white version when reproducing the logo over solid colours and dark photography.

If a solid background is needed, use the primary colour palette.

Dark GreyC: 0% M: 0% Y: 0% K: 80%R:51 G:51 B:51#333333

Light grey C: 0% M: 0% Y: 0% K: 3%R:247 G:247 B:247#f7f7f7

WhiteC: 0% M: 0% Y: 0% K: 0%R:255 G:255 B:255#ffffff

Pantone Red 032 CC: 0% M: 86% Y: 63% K: 0%R:239 G:51 B:64#f5333f

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Social Media assetsThrough out 2019, we will deliver a range of social me-dia materials, and ask staff, volunteers and partners to share their Red Cross or Red Crescent stories via social media. People will be able to update their social media profile pictures with a bespoke #IFRC100 frame.

Poster templates v1

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PostersAll of the designs are available in two formats: as In-Design packages (that include original files, links, fonts, pdfs etc) and as Canva templates that can be updated with National Societies’ images without any special de-sign software.

Poster templates v1

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Posters Poster templates v1

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Posters Poster templates v1

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Posters Poster templates v1

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Posters Poster templates v1

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Posters Poster templates v1

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Merchandise

White cap

White t-shirt front White t-shirt back

White mug

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Merchandise

Black cap

Black t-shirt front Black t-shirt back

Black mug

For more information, please contact:Communications departmentInternational Federation of Red Cross

and Red Crescent SocietiesP.O. Box 303, CH-1211 Geneva 19, Switzerland

Tel.: +41 22 730 42 22E-mail: valentina.shapiro@ifrc.org

Web site: http://www.ifrc.org