WFP branding guidancedocuments.wfp.org/stellent/groups/communications_content/document… · 4 WFP logo — eMBleM version The emblem version is best used in official documents, as

WFP brandingguidance

January 2013

cOnTenTS

2

Summary page 3

Logo page 4

Tag line page 9

Self-identifier page 10

Colour page 11

Typography page 13

Examples of use page 14

Publications page 15

Website branding page 21

Stationery page 22

Email signature page 26

Business card and page 27

compliments slip

Visibility items page 28

Flags and stickers page 29

Banners and signs page 30

Internal logos page 31

SuMMaRY

3

WFP BRanding guidance

These guidelines provide essential informationon applying WFP’s branding standards for allaudiences, with particular respect to logo,colour, typeface, tag line, a self-identifierstatement, and publication design. Theseguidelines are aimed at strengthening WFP’sbrand presence and ensuring that WFP’simage is presented with greater consistencyglobally.

The major elements are:

1. WFP logo now incorporates ‘wfp.org’ toreinforce the importance of our website asa critical communications platform.

2. Creation of a WFP tag line ‘Fighting HungerWorldwide’ for strength and coherence ofagency-wide messaging.

3. A self-identifying statement to be usedwhen describing the agency’s unique role:‘WFP is the world's largest humanitarianagency, fighting hunger worldwide’.

Please apply these branding guidelines in bothinternal and external contexts.

WFP staff can download the logos from the logo collection page on WFPgohttp://go.wfp.org/web/wfpgo/logocollection

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WFP logo — eMBleM version

The emblem version is best used inofficial documents, as a signature, andwhen space is limited. This versionis recommended for its simplicityand conciseness.

WFP logo — eXTended version

The extended version is preferable incases where space is available such asweb pages and cover pages of corporatepublications.

WFP logo — STandaRd version

The standard version combines visualcompactness and thoroughness incommunicating all elements of the brand.

It is best used when time for registeringthe message is short, such as inadvertising, outdoor posters andpromotional materials.


WFP logo — The logo must be used in WFP blue, black or reverse white as shown below.

eMBleM eXTended STandaRd

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WFP logo — WFP official language versions

The French, Spanish and Arabic configurations of the WFP logo are defined below. The abbreviation “WFP” remainsunchanged in English. The web address beneath the emblem promotes the different language versions of WFP’s website.

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eMBleM eXTended STandaRd

Other language versions — For logo needs in other languages, please consult with the Graphic Design and Publishing Unit ([email protected])

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WFP logo — Minimum spacing

To protect the visual impact of the logo,a clear space without any visualinterference or other associatedlogotypes should be maintained.

The minimum spacing surroundingthe logo is always equivalent to halfof the height of the logo.

The same criteria should be appliedto the emblem and the extendedversions of the logo.

WFP logo — Minimum size

To ensure legibility, the minimum sizeof the logo is 15 mm in height.An example is the logo applied onbusiness cards.

Smaller applications of WFPidentification should feature the WFPabbreviation only or other officiallanguage version.

H

1/2

of H

1/2

of H1/2

of H

1/2of H

1/2of H

15

mm

15

mm

15

mm 2,5 mm

Typeface: Verdana Bold 10pt

10 mm

Typeface: Verdana Bold 40pt

Jane doePublic information Officercommunications and Public Policy division

Via cesare giulio Viola, 68/70, 00148 Rome, italyTelephone: +39 066513 0000 Fax: +39 066513 0000Mobile: +39 348 000 0000 [email protected]

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WFP logo — incorrect logo

WFP’s logo is an image file. The logoshould not be distorted or customized bymodifying the colour, shape or typeface.

WFP staff can download logo files fromthe Logo Collection section on WFPgohttp://go.wfp.org/web/wfpgo/logocollection

Particular attention should be paid to thebackground against which the logo is setby using a neutral or compactbackground to maximise visual impact.

Do not use former versions of the logosuch as those which may incorporatethe UN name or other text. Formerversions of the logo are recognisableby the absence of WFP’s URL.

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United Nations

Wrong colour of logo Wrong balancing of elements

Wrong density of background Wrong choice of background

Wrong wording - “United Nations” is not part of WFP’s brand Wrong use of sub-brands

World FoodProgramme

WFP

wfp.org

Wrong logo - old version Wrong use of typeface

Tag line

Fighting Hunger Worldwide is thecorporate tag line developed tocommunicate WFP’s objective concisely.The tag line may accompany the WFPlogo and should be used as much aspossible in WFP products.

We encourage use in Georgia italics but if a sans serif font is moreappropriate please use Verdana.

The tag line should be translatedinto the relevant language.

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Fighting Hunger Worldwide

Lutter contre la faim dans le monde

Luchando contra el hambre en el mundo

Example of use of tag line in Verdana bold uppercase

Self-identifier

When communicating in speeches,presentations and news releases, WFPstaff can use this self-identifyingstatement to convey a fuller sense ofWFP’s mission.

The statement should be translated intothe relevant language.

“WFP is the world’s largesthumanitarian agency,

fighting hunger worldwide.”

“Le PAM est la plus grandeagence humanitaire pour la lutte contre

la faim dans le monde.”

“El PMA es la mayor agencia de asistencia humanitaria, que luchacontra el hambre en el mundo.”

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WFP colours

corporate colour definition

Pantone 3005 was chosen onaccount of its strength, itsbrightness and its versatility.

Always refer tointernational Pantonestandards.

colour palette

This range of colours is availableto complement the WFP blue inWFP communication materials.Drawing from this palette ensuresbranding consistency.

Note that these colours should notbe applied to the WFP logo.

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WFP bLUEHeX websafe

0088FFW

eB,

Vid

eO

an

dPReSen

TaTiO

nS

PRin

T

WFP bLUEPantone 3005

WFP bLUERgB separation

R 0g 136B 255

WFP bLUEFull color separation

c 100.0M 30.5Y 0.0K 6.0

20%

40%

60%

80%

100%

PANTONE 296

20%

40%

60%

80%

100%

PANTONE 561

20%

40%

60%

80%

100%

PANTONE 384

20%

40%

60%

80%

100%

PANTONE 506

20%

40%

60%

80%

100%

PANTONE 470

20%

40%

60%

80%

100%

PANTONE 410

20%

40%

60%

80%

100%

PANTONE 444

WFP colours

colour palette breakdowns - cMYK and RgB

Below are the colour breakdowns for the palette of corporatecolours. These should be used where it is not possible toreproduce the Pantone specific colour. The CMYK values arerelevant for where litho print output is limited to four colours only(CMYK). The RGB values are useful for on screen applications.

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Pantone 3005 Pantone 296 Pantone 561 Pantone 384 Pantone 506 Pantone 470 Pantone 410 Pantone 444

R 0G 136B 255

R 0G 45B 86

R 0G 104B 88

R 159G 166B 23

R 138G 37B 41

R 176G 96B 16

R 136G 116B 106

R 139G 155B 146

C 100M 30.5Y 0K 6

C 100M 46Y 0K 70

C 85M 0Y 54K 52

C 18M 0Y 100K 31

C 45M 100Y 100K 15

C 0M 58Y 100K 33

C 0M 18Y 21K 56

C 15M 0Y 15K 42

Typeface

Two typefaces are available to ensurethe identity of WFP communications,especially for external use:verdana, sharp and modern,and georgia, light and elegant.

These typefaces are well knownand easily accessible.

charts and tables

Numbers in charts and tablesshould be set in Verdana.

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Verdana

abcdefghijklmnopqrstuvwxyz@0123456789aBcdeFgHiJKlMnOPqRSTuVWXYzabcdefghijklmnopqrstuvwxyz@0123456789abcdEFghiJkLmnOPqrSTUVWxyzabcdefghijklmnopqrstuvwxyz@0123456789ABCDEFGHIjKLMNoPqRSTUVWxYzabcdefghijklmnopqrstuvwxyz@0123456789AbCdEFgHijkLmnopqrSTuvWxyz

Georgia

abcdefghijklmnopqrstuvwxyz@0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz @0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz@0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz@0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZ

2005 DATA

Develop- Relief SO Bilaterals Totalment

GRAND TOTAL 258 884 2 282 892 196 724 23 2 892 40

SUB-SAHARAN AFRICA

Angola - 43 986 6 793 -2 50 777

Benin 2 124 942 - - 3 067

Burkina Faso 2 766 833 - 100 3 699

Burundi - 37 603 1 096 2 119 40 818

Cameroon 1 050 951 - - 2 001

2005 DATA

Develop- Relief SO Bilaterals Totalment

GRAND TOTAL 258 884 2 282 892 196 724 23 2 892 40

SUB-SAHARAN AFRICA

Angola - 43 986 6 793 -2 50 777

Benin 2 124 942 - - 3 067

Burkina Faso 2 766 833 - 100 3 699

Burundi - 37 603 1 096 2 119 40 818

Cameroon 1 050 951 - - 2 001

Verdana Georgia

eXaMPleS OF uSe

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content Tips

Leaving your audience with a positiveimpression isn't just about looks. It's alsoabout content. To make the best statement,remember:

1. Don't overload your page with text:when conferring information, less is more.Share only the most important facts anddon't be afraid of "white space".

2. Keep your text as simple and clear aspossible. Use active voice ("WFP developedthe plan"), not passive poice ("The planwas developed by WFP").

3. Avoid long, complicated sentences withclauses. Write as if you're explaining theissue to your mother or father.

4. Minimize jargon. Not everyone will befamiliar with MDGs, HEBs, PPRos or IDPs— and they shouldn't need to in orderto understand your message.

5. Use the British style of spelling andpunctuation.

6. When in doubt about how to presentsomething, defer to WFP's Style Guide onWFPgo athttp://home.wfp.org/manuals/StyleGuideManual/manual.asp

WFP publications — cover page overview

The design features of WFP’s publicationspromote maximum recognition and legibilitythrough three recurring cover elements:

WFp logoThe logo is placed on a white background at thebase of the cover page.

Tag line in vertical blue stripeThe tag line is included on the vertical stripe onthe left-hand side of the cover whenever possibleand can appear at the top or the bottom tobalance the title and complement photos. onpublication covers, the tag line will be in Georgiaitalic 13 pt in white on the blue background.

Title on horizontal blue stripeThe title text in white is placed within a left-aligned, blue horizontal box with a transparencyeffect. The box will be placed in the best positionto integrate with the cover image.

It is good practice to keep titles to one line only.

The title will be in the foreground in thehorizontal blue banner. The length of the bannerdepends on the length of the title.

The same layout can be applied to posters,leaflets, cards etc.

Extended logo

1/7

max w

idth

of page x

1,5

1/7

max w

idth

of page

1/14 max width of page

Blue box (C:100-M:20-Y:0-K:0): 70% transparency

Blu

e v

ert

ical str

ipe:

WFP b

lue

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WFP publications — cover page examples

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Blue box(C:100-M:20-Y:0-K:0):70% transparency

Blu

e v

ert

ical str

ipe:

WFP b

lue

Occasional Paper n° 23

december 2010

WFP and climate change: a Review of Ongoing experience and Recommendations for action


Fighting hungerBlue box(C:100-M:20-Y:0-K:0):70% transparency


WFP publications — example of bodytext page

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Body text:Georgia: 11 ptLeading: 15 pt


1/1

4 1/7

WFP brochures — example of cover and text pages

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Working Togetherto Solve hunger


WFP publications — example of fact sheet

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WFP publications — examples of logo use in joint publications

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WFp ledpublication

The WFP logoshould bepositioned onthe left withpartner nextto it

Third party ledpublication

The WFP logoshould bepositioned inaccordance withthe guidanceprovided bylead partner

For further clarification please contact [email protected]

WFP external website branding

WFP’s new branding has been applied to the website as shown below. For web guidance, please see the WFP online Branding Guidance on WFPgo.

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Home page

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Via Cesare Giulio Viola, 68/70, 00148 Rome, Italy Telephone: +39 0665131 Fax: +39 066590632/7

Com

batt

e la

Fam

e ne

l Mon

do


letter - singlelanguage

1/1

4of W

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1/1

4of W

22

mm

210=W

WFP stationery - letterheads and envelopes

The logo has been applied to the corporate stationery as in the examples below.The template files are available on WFPgo at this link: http://go.wfp.org/web/wfpgo/publishingtools

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letter - multi language

small envelope

110m

m

20.5

mm

12

12


reverse of envelope

230mm

letter - doublelanguage (english+ local language)

WFP stationery - envelopes templates

The template files are available on WFPgo at this link: http://go.wfp.org/web/wfpgo/publishingtools

Scale 1:1.75

Via Cesare Giulio Viola, 68/70, 00148 Rome, Italy

F

logo - 24 x 89.5mm

12 mm

12 mm

Font for address line - Verdana regular 8pt


text - 17.5 x 63mm

17.5 mm

63 mm

S

Font for ‘Fighting Hunger Worldwide’ - Georgia italic 12pt

Standard dL envelope - 23 x 11cm

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Scale 1:1.5


logo - 24 x 89.5mm

12 mm

12 mm


Standard c5 envelope - 23 x 16cm

24




Scale 1:1.5


logo - 34 x 128mm

17 mm

17 mm


Standard c4 envelope - 33 x 23cm

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Email signature sample

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While not required, the use of e-mail‘signatures’ is recommended especiallyfor external communications andadministrative messages.

Identification of the sender should bemade clear by inserting the followinginformation under the body of the e-mail message in text form: first andlast name, title, office, organization,telephone number(s), FoodSat andMobile.

We encourage use of the WFP websiteaddress and tagline 'Fighting HungerWorldwide'. See sample here.

Do not use logo image files within your email signature.


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With the compliments of

Communications and Public Policy Division

Via Cesare Giulio Viola, 68/70, 00148 Rome, ItalyTelephone: +39 0665131 Fax: +39 066590632/7E-mail: [email protected]

105 mm

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53 m

m

85 mm

148 m

m

TITLE OF CD

business card and compliments slip

WFP’s business cards and complimentslips have been redesigned to givea stronger visual impact.

optional reverse side



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wfp.org

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Fighting HungerWorldwide

T-shirts and caps

WFP encourages the use of the followingrevised visibility items to promote itsimage and messages.

This page shows examples of logoapplications on t-shirts and caps.

The same can be produced in the logocolour options as defined on page 5.

For merchandise queries please contact:[email protected]

Flags and stickers

Examples of English flags and stickers are set out below. These can also be produced in the other language version logosand in the reverse white on WFP blue option.

29


In difficult security situations, for immediateidentification, the WFP abbreviation can beused in the appropriate language.

Flags

Stickers

banners and signs

Examples of signage using the new branding.

30


��

��

Ministère de l’Éducation de l’Alphabétisation et des Langues Nationales

��

Road side signage for Mali Co

Vivres pour l’Education de base:«alimenter l’espoire d’un avenir meilleur»

120.000 bénéficiaries à travers le mali


Large scale banner

internal logos

In trying to create a unified identity for WFP, theuse of internal ‘logos’ is now no longer encouraged.If you feel that your division/unit needs an ‘identifier’ that works with the current WFP brandingthen please contact [email protected]

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cOmmUnicaTiOnS and PUbLic POLicy diViSiOnWORld FOOd PROgRaMMe

Via c. g. Viola, 68/70 - 00148 Rome, italye-mail: [email protected]

branding guidance, the logo collection and WFp stationery can be found on WFpgo. Select goguide, publishing

Tools and the items can be found in the branding section.http://go.wfp.org/web/wfpgo/publishingtools

Documents

WFP branding guidancedocuments.wfp.org/stellent/groups/communications_content/document… · 4 WFP logo — eMBleM version The emblem version is best used in official documents, as