The denitive third party user o equir tw Veganuary …...The definitive third party user corporate Brand Guidelines for Veganuary. 2014_V1 The definitive third party user corporate

The definitive third party user corporate Brand Guidelines for Veganuary. 2014_V1

If you require any artwork files or further guidance on using the Veganuary brand, please contact [email protected] or visit www.veganuary.com/downloads for design elements.Veganuary®

Brand GuidelinesThird Party Usage


If you require any artwork files or further guidance on using the Veganuary brand, please contact [email protected] or visit www.veganuary.com/downloads for design elements.

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The Mission

Veganuary® Brand GuidelinesThird Party Usage



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Veganuary Family ColoursVeganuary® Life BandsThe Veganuary Life Bands are for anyone participating in Veganuary, anyone supporting someone taking part, and for anyone who believes in our campaign.

The Life Bands are a symbol of what we hope to achieve; they should promote conversation and help to spread the Veganuary message. They are available in our ten brand colours, and we encourage people to wear their favourite.

Wearing a Life Band identifies you as a Veganuary supporter and as someone who is against animal suffering.





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Veganuary Family Logo

Approved LogosThe Veganuary family logo is the most immediate representation of our global organisation, values and people to the rest of the world. It is a valuable asset that must be used consistently in the proper, approved forms.

There are only two approved compositions for the Veganuary logo marks as shown here:

a) - Veganuary logo, portrait

b) - Veganuary logo, landscape

Logo ReproductionA clear zone equal to the height of the word mark must be left free around the logo. No other text, images or graphic elements may appear in this space.

In the interest of reproduction and legibility the minimum width that the Vegauary logo can be displayed is 15mm. There is no maximum size limit.

less than 15mm

less than 15mm

∞mm

∞mm

15mm

15mm

a)

b)





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Veganuary Family Logo

Approved ColoursColour plays a significant role in the Veganuary identity. We use it to express the brand’s personality: vibrant, confident, independent, engaging, respectful, trustworthy, focused, fun and inspiring. Using the correct colours is of paramount importance; ensuring brand integrity. Veganuary’s extensive colour palette expresses our values of variety and positivity. We want to celebrate being vegan in a new and different way.

Pantone 809

c-10, m-7, y-97, k-0r-240, g-218, b-0

Pantone 806

c-2 m-94, y-41, k-0r-228, g-38, b-95

Pantone 810

c-0, m-42, y-95, k-0r-246, g-163, b-13

Pantone 814

c-81, m-72, y-0, k-0r-81, g-72, b-159

Pantone 811

c-0, m-77, y-96, k-0r-234, g-86, b-25

Pantone 801

c-91, m-0, y-11, k-0r-0, g-166, b-214

Pantone 812

c-0, m-97, y-77, k-0r-229, g-26, b-51

Pantone 802

c-58, m-0, y-98, k-0r-125, g-186, b-46

Pantone 813

c-7, m-98, y-20, k-0r-220, g-15, b-112

Pantone 808

c-96, m-0, y-72, k-0r-0, g-155, b-109





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Veganuary Devices

We’ve introduced the following devices to extend and communicate the different aspects of the overall brand proposition.

Veganuary Paint SmudgeThe paint smudge was designed to provide a hand-finished element to the brand, as well as being a practical and consistent device for logos and text to sit on.

Veganuary Devices

Headline goes here





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Veganuary Devices

Veganuary StraplineThe Veganuary strapline graphic is key, and should be used as a call to action on all marketing.

Do not attempt to recreate the graphic; it will be made available in various formats for anyone producing marketing material for Veganuary.

∞mm 25mm





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Typography

ImportanceTypography is a powerful tool in the development of a creative identity. Using a consistent typeface is important for recognition; it pulls together communications, making them more distinctive. The style of type we use brings Veganuary to life, and sets the tone of the brand.

Font 1 - ChaletChalet is a modern sans-serif font that is friendly and approachable, with a certain journalistic quality. It is legible and easy to typeset.

Font 2 - BarrioBarrio is an abstract font that gives titles and headlines real impact, character and originality when used correctly.

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@£$%^&*()_+-Chalet ParisNineteenSixty

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@£$%^&*()_+-Chalet LondonNineteenSixty

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@£$%^&*()_+-Chalet NewYorkNineteenSixty

abcdefghijklm nopqrstuvwxyz1234567890!@£$%^&*()_+-Barrio Regular





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Typography

Type StylesBelow is an example of how the Veganuary fonts can be brought together to create a memorable type style for online and offline marketing materials.

HeaderBarrioBarrio can be used for headers where impact is needed or, where there is a lot of copy on the page, to differentiate and add clarity.

Feature paragraph wordingChalet LondonNineteenSixty12pt / 14ptSpace After - 7mm

Paragraph headerChalet NewYorkNineteenSixty12pt / 14ptSpace After - 1mm

Main copyChalet LondonNineteenSixty9pt / 11ptSpace After - 4mm

VIsit veganuary.com Launching September 2014, veganuary.com will be an essential resource for vegans worldwide. Available in different languages, it will contain both universal and country-specific information. If you are interested in linking with veganuary.com then please contact our marketing team today.

Why Veganuary?There’s a reason for everyone to try vegan this January. Reduce the suffering of billions of animals. Discover exciting and delicious food. Raise money for charity. Feel fantastic!

RecipesThe best from chefs and cooks from across the globe. From spaghetti bolognese to decadent chocolate cake, as well as inspiring ideas for lunches, snacks and sandwiches.

Eating Out GuidesFind the best vegan and vegan friendly restaurants at home or overseas, and read up on what to eat, and how to order, in any cuisine in the world.

Product DirectoryNo need to read these labels! We’ve done the hard work so you don’t have to. Any vegan product you could possibly want or need, all in one place.

MythsShedding light on inaccurate information, and helping you answer those inevitable questions. Here we tell you the truth about being vegan and back it up with fact.

PeopleYou know more vegans that you think you do! Read all about people living a happy and healthy vegan life, from celebrities to Veganuary participants.

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Veganuary Messages

Website Awareness MessagesVeganuary.com is the heart of the Veganuary, and is essential for inspiring and supporting anyone with an interest in veganism.

Use the messages in this section in all marketing to highlight and promote the many reasons to try vegan, and to refer directly to the relevant pages on veganuary.com and encourage sign-up.

Website Awareness Messages

Discover fresh and exciting food1000s of delicious recipes from all over the world veganuary.com/recipes

It’s not all tofu, vegetables and green tea1000s of products reviewed and recommended veganuary.com/products

The menu is bigger than you thinkDiscover a world of taste and flavour veganuary.com/eating-out

The easiest way to help mother earthFind out why being vegan is good for the environment veganuary.com/environment

Raise money and save livesDrum up sponsorship and support one of our chosen organisations veganuary.co.uk/ raise-money

A healthier and happier lifeFeel better than you ever thought possible veganuary.com/health

Live life to the fullBe inspired by vegans doing great things from all walks of life veganuary.com/people

Don’t believe the hype The truth about being vegan, backed up by fact veganuary.com/myths

The right to liveAnimals are not our property, and should not be used for food, clothing, research or entertainment veganuary.com/animals





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Veganuary Messages

Animal MessagesReducing the suffering of animals is Veganuary’s reason for being. We want to increase the level of empathy for non-human animals – especially those used, consumed and hurt by humans as standard. These messages highlight similarities in emotion and behaviour, and promote a shift in thought in a positive way.

Reality MessagesAlthough the Veganuary brand is based on positivity, it is vital that we include messages about the brutal reality of global animal cruelty. These messages should not be used at the forefront of the campaign, but can gradually thread through via social media channels.

Vegan People MessagesThere are many misconceptions out there about being vegan. Our Vegan People messages should dispel such myths and feature positive messages and real vegans.

Happy Animals

Pigs wag their tails when they’re happy

Chickens dream, just like we do

Chickens like to sunbathe

Sheep show their emotion by wiggling their ears

Reality

Is this wrong?...Taken from his mother hours after birth

Cows can live for 20 years...But most are killed before they reach 5 years old

Vegan People

Vegans have energy

Vegans have style

Vegans have strength





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Animal ImagesWe like images where animals are really showing their personality. Close-up portraits where we can clearly see their eyes and expressions, and make a connection.

Reality ImagesThese tell the truth. They encourage empathy and show the heart-breaking reality, but do not shock. We want people to really look at these images, so they must be used with consideration. Anything that could be considered gory could have the opposite effect and cause people to look away.

Vegan People ImagesWe are looking for vegan ambassadors from the celebrity world. The aim is to obtain images that demonstrate their particular strengths and/or area of expertise. All images (and accompanying messages) should portray them in a positive light.

Happy animals Reality Vegan people

Veganuary Photography

Animals and Reality Photography by Jo-Anne McArthur www.weanimals.org/copyright





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Veganuary Photography

Logo For Third Party UseVeganuary.com is at the heart of our campaign. It is the main tool for recruiting participants and supporting to new vegans, and will grow to be an essential resource for vegans worldwide.

We have created a unique and friendly visual style through photography, with all of the website’s main areas represented. These photographs should be used on any marketing material that is designed to encourage traffic to veganuary.com.

Website Awareness





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Veganuary LayoutsVeganuary® Design TemplatesHelp us to go global and spread the word. We want our partners to be creative; let’s get Veganuary featuring on as many channels as possible, worldwide. The next spread shows examples of current Veganuary marketing material. This is available to download, for you to use or manipulate (within these Brand Guidelines).

Our intention is not to dictate all future marketing, but to inspire and guide. We’ve done the ground-work, so that you can concentrate on creating a successful Veganuary campaign for your area.





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Veganuary Examples

Documents

The denitive third party user o equir tw Veganuary …...The definitive third party user corporate Brand Guidelines for Veganuary. 2014_V1 The definitive third party user corporate