Style Guide

Torch Logotype

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Preferred brandmark

Alternative option 2:Orange torch and white logotype on gray background

Alternative option 4:Black torch and black logotype on white background

Alternative option 1:White torch and white logotype on orange background

Alternative option 3:Orange torch and white logotype on black background

Main Brandmark

The RFE/RL brandmark consists of two elements 1) the torch and 2) the Radio Free Europe/ Radio Liberty logotype. These two elements should always appear together. There are a few exceptions that are mentioned later.

This brandmark was designed with as-pects such as spacing, proportions and orientation in mind. The brandmark should never be typeset, recreated, or altered in any way other than displayed here in the style guide.

The ‘Preferred brandmark’ is with the or-ange torch and gray logotype. There are several alternative options in the case that the preferred is not able to be used due to the color of background or purpose for use (ex. print in black and white).

84.4 px

32.9

px

141.92 px

55.9

3 px

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In order for all elements of the RFE/RL brandmark to be visible and legible, it must be placed with the appropriate amount of padding space around it. This area is known as the ‘exclusion zone’.

The example below shows the amount of space needed from the edge of the orange graphic element. This same padding should be applied when placing near to other brandmarks, borders, boxes, photos, etc.

To the right you will see examples of incorrect and correct placement of the RFE/RL brandmark.

The brandmark should always be clearly legible. The minimum size for use on web is 84.4 px wide x 32.9 px tall.

The brandmark should always be clearly legible. The minimum size for use on web is 141.92 px wide x 55.93 px tall.

Minimum size for screenMinimum size for print

Exclusion Zone

Do not place the brandmark directly on edges, borders, or on top of other graphics.

Using the ‘exclusive zone’ place the brandmark a minimum of this distance from edges, borders, and other graphics.

INCORRECT

CORRECT

Exclusion Zone & Size

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Moldavian Service Russian Service Georgian (Russian) Service

Tajikistan Service Tatr-Bashkir Service Turkmenistan Service

Ukrainian Service Tatar-Bashkir Service Armenian Service

Azeri Service Belorussian Service Kyrgyz Service

There are individual language service brandmarks that should be used when representing a specific branch of the RFE/RL organization. The ‘preferred brandmark’ should be used when representing the organization as a whole.

All guidelines mentioned for the ‘preferred brandmark’ also apply to all language service brandmarks.

The only exception is the Radio Farda brandmark. This circular brandmark has been custom designed to suit its audienceand should not be altered in any way.

Service Brandmarks

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Kazakh Service

Afghani Service (Pashto) Pakistani Service

Iraqi Service Afghani Service (Dari)

Iranian Service

Kosovo Service

Kazakh Service (Russian)

Macedonian Service

Georgian Service

Balkan Service

For service sites with text which read from right-to-left, the service brandmarks appear with the torch on the right hand side of the logotype and should be aligned to the right. All other guide-lines apply, including exclusion zone. Never horizontally flip the orientation of the torch, just place on the right hand side of the logotype.

If you would like to include the URL along with the brandmark, please make sure to follow the placement guideline located to the right.

Service Brandmarks

Russian Service with URL, placement on right side, aligned with service name.

URL PLACEMENT

RadioLiberty

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Torch should never appear on the right of the service brandmark (except for brand-marks with right-to-left text).

Torch should only be RFE/RL orange, white, black, or can be transparent form of any of those colors used as a watermark in the background.

Do not recreate the logotype using any random font. Use only the official brand-mark files provided to you. The typeface used for the English logotype is Futura. For most of the other language services, the typeface is Myriad Pro Bold.

Horizontally flip the torch for any reason.

The brandmark should always be accom-panied by the orange torch. The logotype should never stand on its own.

Place a border or box around the torch or brandmark.

Brandmark Misuse

We all like to be creative, but when it comes to maintaining a brand, it is extremely important to follow proper guidelines and rules. These standards uphold the purity of our brand and our mission’s message to the public eye.

The brandmark should never be recreated, recolored, distorted, or reorganized in any way. The correct use of the brandmark is specified in theprevious pages as well as in the section on icons. See below examples of incorrect ways to use the ‘RFE/RL Main Brandmark’. These same rules also apply to all of the language service brandmarks.

INCORRECT

INCORRECT

INCORRECT

INCORRECT

INCORRECT

INCORRECT

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Brandmark Misuse

Change the orientation of the logotype to fit in to one line.

Use dark drop shadows, outlines, or an outer glow behind or around the brandmark.

Duplicate the torch and group them together in various sizes.

Should never be placed transparently on a dark background, this impairs visibility.

INCORRECT

INCORRECT INCORRECT

INCORRECT

The torch should never stand apart from the logotype unless the torch is used as an icon in combination with the logotype as background or banner.

Change the proportional size of the torch in comparison to the logotype. Overlay of logotype on top of the torch.

INCORRECT INCORRECT

www.rferl.org

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Brandmark Misuse

Changing the proportionate size of the torch to the logotype.

Change the size of just one line of the brandmark or change the orientation from the text aligned with the text to being in line with the torch stem.

Stretch, squeeze, or distort the brandmark.

Add a colored and underlined url link underneath the logo-type. Use standard service brandmark with URL link example.

INCORRECT

INCORRECT INCORRECT

INCORRECT

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PANTONE : Cool Gray 10 CPANTONE : 158 C

PANTONE : 158 U

Logotype Gray HEX: #5C666FCMYK: 66C, 52M, 45Y, 17K RGB: 92R, 102G, 111B

RFE/RL OrangeHEX: #EA6903CMYK: 4C, 72M, 100Y, 0K RGB: 234R, 105G, 3B

Brandmark BlackHEX: #231F20CMYK: 0C, 0M, 0Y, 100K RGB: 35R, 31G, 32B

Gradient EdgesHEX: #9D4702CMYK: 27C, 78M, 100Y, 21K RGB: 234R, 105G, 3B

Gradient

SubtextHEX: #1B734ACMYK: 66C, 50M, 16Y, 1K RGB Web-safe: 26R, 114G, 163B

Gradient CenterHEX: #EA6903CMYK: 4C, 72M, 100Y, 0K RGB: 234R, 105G, 3B

Active BarHEX: #C6D9E5CMYK: 21C, 7M, 5Y, 0K RGB Web-safe: 197R, 216G, 228B

Inactive BarHEX: #DEE4EACMYK: 11C, 6M, 4Y, 0K RGB Web-safe: 221R, 227G, 233B

Branding Colors

Color is an essential element to strong branding. It can distin-guish, define, and characterize the branding identity.

We have chosen orange as our primary highlight color because of its vibrancy. It is bright, and contrasts well with the gray logotypes as well as white, black, and gray back-grounds.

Depending upon the intended use, there are different color swatch options. Please use the correct swatch for its rightful purpose.

Web: RGB / HEX #

Print: CMYK/ PANTONE Coat-ed/ PANTONE Uncoated

LightHEX: #F0F1F3CMYK: 4C, 2M, 5Y, 0K RGB Web-safe: 240R, 241G, 243B

PANTONE : 7541 C

PANTONE : 7541 U

PANTONE : Black 6 C

PANTONE : Black 3 U

PANTONE : 1675 U PANTONE : 158 U

PANTONE : 1535 C PANTONE : 158 C

COMPLIMENTARY COLORS

PANTONE : 656 C

PANTONE : 656 U

PANTONE : 2707 C

PANTONE : 2707 U

PANTONE : 7690 C

PANTONE : 3015 U

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Myriad Pro Semi-bold

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 & ! ? @ ( ) “

Myriad Pro Regular

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 & ! ? @ ( ) “

Myriad Pro Bold

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 & ! ? @ ( ) “

Primary Typeface

Correct use of type helps to unify and strengthen brand identity. Set standards for use of typography, help to create a system of hierarchy for the information and data. By using the styles with-in the typeface, titles or section headlines in a document can be highlighted or provide contrast.

We have chosen Myriad Pro as the primary font to be used in our branding materials and design elements (brandmarks, print ma-

terials, web banners, web advertisements, etc.). The fonts used for story headlines (Georgian / Arial), body (Arial), and subtext (Arial) on our website are a set of different carefully chosen fonts that will not be discussed in this guide.

Below are the three styles within the Myriad Pro typeface (bold, semi-bold, and regular) that are primarily used.

Highlighting key words , titles

Titles, contrasting text

Branding body copy

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Alternative Typeface

Not all language characters are available within the Myriad Pro typeface. That is why we have chosen an alternative for those languages. Arial is used as the primary (alternative) typeface for the following language services:

• Kyrgyz• Tatar-Bashkir• Iraq

• Kazakhstan• Tajikistan• Uzbek

• Azeri• Afghani• RadioMashaal(Pakistan)

Arial Bold

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 & ! ? @ ( ) “ Highlighting key words , titles

Arial Regular

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 & ! ? @ ( ) “ Branding body copy

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Alternative Typeface

GEO Kolketi

À Á Â Ã Ä Å Æ È É Ê Ë Ì Í Ï Ð Ò Ó Ô Ö × Ø Ù Ú Û Ü Ý Þ ß à á ã äTypeface used for Georgian Service

Sylfaen

Ա Բ Գ Դ Ե Զ Է Ը Թ Ժ Ի Լ Խ Ծ Կ Հ Ձ Ղ Ճ Մ Յ Ն Շ Ո Ւ Չ Պ Ջ Ռ Ս Վ Տ Ր Ց Ւ Փ Ք Օ Ֆ

Futura

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 & ! ? @ ( ) “

Typeface used for Armenian Service

Typeface used for English Service logotype

Tahoma

ق ف غ ع ظ ط ض ص ش س ژ ز ر ذ د خ ح چ ج ث ت پ ب اى ه و ن م ل گ کTypeface used for Radio Farda

Four language services use neither the primary typeface (Myriad Pro) nor the primary (alternative) typeface (Arial). Instead they all use three very distinct and specific typefaces.

Radio Farda uses Tahoma as its primary typeface, Georgian (GEO Kolkheti), and Armenian service (Sylfaen), English (Futura)

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• Google+• GoogleCurrents• Facebook• YouTube• Mail.ru• VKontakte• Facebook• Pinterest• Twitter

Social Networks

This icon with the torch only must be accompa-nied by a banner/ back-ground that includes the service name and/ or URL.

Consistent branding, across all platforms, is essential. Please use the following icon and background guidelines when creating images to be used on our social network profiles:

The icon with the torch and URL can stand on its own.

Duplicate and reposition the torch as background.

Simple background with brand colors, abstract use of torch and service name.

Duplicate the icon as a background or main image.

INCORRECT

CORRECT

INCORRECT

Backgrounds Icons

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Left Crop Left Crop

Right CropRight Crop

WatermarkBelow are proper crops of the watermark to use in backgrounds. The watermark is the “watermark” orange at 70% transparency.