Campaign brand book - World Obesity Day

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Campaign

brand

book2022

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Welcome to the World Obesity Day 2022 Brand Book introducing the essential look and feel of the“Everybody Needs to Act” campaign!

This document is designed to help you plan ahead; it includes a showcase of the core assets and visuals that will be available to you during the campaign. The full set of editable assets, plus a comprehensive Campaign Toolkit, will be released in February. To ask a question, contact us here.

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mailto:wod%40worldobesity.org?subject=

Logos

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Primary

Logo

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Primary

Logo In use

Where should I use the Primary Logo?This is the logo to lead the campaign. It carries the core identity and should be used in the most prominent spaces.

• Headers (print and digital)• Social media banners• Mail-outs / campaign emails• Badges• T-Shirts• Stationery

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Secondary

LogosThe ico

n

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Secondary

LogosThe ico

n - in use

Where should I use the Icon Logos?The Icon logo is a secondary logo. It is visually less complex and more adaptable, with various colour options to choose from - making it easy to mix with other graphics, photography and text.

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• Digital and print graphics• Social media graphics• Posters• Quote cards

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Secondary

Logos The stamp

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Secondary

Logos The stamp - col

ours

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Secondary

Logos The stamp - languages

Todo mundo precisa agir

Todos Necesitamos Actuar

Tout le monde doit agir

Todos Necesitamos Actuar

Todo mundo precisa agir

Tout lemondedoit agir

Spanish, Portuguese, French.

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Secondary

LogosThe st

amp - in use

Where should I use the Stamp Logos?The Stamp logo should be exclusively used as a footer. It’s a simple and clean way to brand content with a ‘text first’ approach. This logo can be easily translated into your chosen language. It can be used independently or next to the World Obesity Day logo.

• Dual brand spaces• Footers (print and digital)• Website• Text first spaces

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Colours

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ROSY RED

#E6504C

R231 G80 B76

C2 M80 Y65 K0

LIME ZEST

#A7C31FR168 G196 B32

C43 M3 Y98 K0

MUSTARD

YELLOW

#EBAF00R235 G175 B0

C8 M33 Y100 K0

TAN

ORANGE

#ED8000

R237 G129 B0

C2 M58 Y100 K0

#PURPLE

VELVET

#9C3A8A

R157 G58 B138

C46 M88 Y4 K0

BRIGHT BLUE

##3F86C6

R63 G134 B199

C75 M39 Y0 K0

PURE WHITE

#FFFFFF

R255 G255 B255

C0 M0 Y0 K0

LIGHT

GREY

##E5E5E5

R210 G0 B90

C12 M8 Y9 K0

Colour

Codes

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Fonts

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ABCEDFGHIJK

LMNOPQRTUV

WXYZ !@()-?”

0123456789

Helv

Children

Regular

Helv Children should be used as a header font, primarily in black. It is the signature font for the campaign. Download here

https://www.dafont.com/helv-children.font

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ABCEDFGHHIJKLMNOPQRSTUVWXYZabcedfghhijklmnopqrstuvwxyz

0123456789!@#$%^&*)(-+[]:”?/\|~

Illuminate Regular

Illuminate Regular is a secondary signature font. It should be used in support of Helv Children for key messaging and breakout text. Download here

https://www.dafont.com/illuminate-by-brittney-murphy.font

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ABCEDFGHHIJKLMNOPQRSTUVWXYZabcedfghhijklmnopqrstuvwxyz0123456789!@#$%^&*)(-+[]:”?/\|~

Brandon Bold Copy HeaderRegular Body Copy

Brandon is the standard body copy font. This should be used for the bulk of all communications to ensure clarity and readability. Download here

https://fonts.adobe.com/fonts/brandon-grotesque

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Graphics

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PRIMARY GRAPHICS

Helping

handsHELPING HANDSThese graphics express the core values of World Obesity Day. They depict human, emotive and connected illustration. These images are about support, community, solidarity, joy, and passion.

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Helping

hands

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PRIMARY GRAPHICS

Taking

ActionTAKING ACTION GRAPHICSThese graphics are designed to support action. The content shifts from the explicitly community, inspire and support based imagery to the participatory - demonstrating the specific actions we wish our audiences to take.

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Taking

Action

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SECONDARY GRAPHICS

Everybody

EVERYBODYThese secondary graphics create continuity with previous World Obesity Day campaign identities. This allows cohesion whilst introducing new brand elements year-on-year - keeping our imagery flexible and adaptable. These images are designed to celebrate the body and joyful human connection. However, please only use them if you are confident that they resonate with your audiences in this way - if in doubt, consult your members or contact us for advice.

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Every

Body

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Photography

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The campaign will be lead by empowering photography that is truly representative of our global community. Photography must make people with obesity feel visible, valued, and proud. Equally, we will use imagery that also shows the wider contextual challenges of obesity and that represent some of the roots of obesity. Images should feel natural, real, and positive. Images will also be available on the recently updated World Obesity Federation image bank. Additional image resources can be found in this extensive gallery from ECPO.

Photography

https://www.worldobesity.org/resources/image-bank

https://www.worldobesity.org/resources/image-bank

https://ecpomedia.org/image-bank/

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Photography

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Photography should be framed with colourful borders which support the image content. They should feel bright, vibrant and have energy.

You should not cover any face with graphics or crop images too tightly. Please also avoid using hand imagery that seems to point to, single out or otherwise draw attention to an individual - this can be seen as stigmatizing.

Celebrate the picture, celebrate the person!

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Every-

Thing in

action

Every-

Thing in

actionHere you’ll find examples of how to use all the brand elements together to achieve the best results for your campaign. The right imagery, on the right platforms, for the best engagement!

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Core messaging Campaign theme graphics... These graphics are about showing the emotive themes of the campaign. Here you can see the hands are showing different actions: showing care, support, respect and solidarity. These can be used as a particular theme, or with quotes, case studies or statistics.

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Core messaging Action driven graphics... These assets show examples of different actions that the audiences to participate in e.g. sign the petition, raise their voice, share online, amplify the problem or protest.

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adaptable

graphics

These images are designed as editable graphics and templates to give you more control over your communications.

They allow for more flexible messaging than the core messaging designs, so you can introduce your actions in different ways.

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RAISE TH

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EVERYBO

DY

NEEDS TO

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adaptable Call to action posters... The extensible call to action posters are designed to be open to whatever the needs of your local campaigns may be. The graphics will support any number of actions - You can complete the message with whatever works best for your campaign e.g. Everybody needs to sign the petition, Everybody needs to raise their voice, Everybody needs to share their support etc. Some examples of messages that might work for you will be included in a campaign handbook.

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EVERYBODY

NEEDS TO

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SIGN THE LETTER

EVERYBODY

NEEDS TO


RAISE THeiR VOICE

EVERYBODYNEEDS TO


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adaptable Photo frames...


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These frames are to be used with photography to tell human stories, such as case studies. They can illustrate problems, fact sheets and more. It gives audiences a person to relate to and makes the campaign real. The frames should support and add colour to photography, they should not feel like individuals have been singled out or boxed in too tightly. The photo frames can be supported with a call-to-action graphics, like the ones at the bottom left of the images shown below.

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Social media graphics

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Social media graphics are a great way to capture people's attentions. Use them to share core messages or inspirational quotes.

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Media graphics

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more

resources

You can also access more universal campaign resources such as factsheets, diagrams and information for your communications.

Get more resources here!

mailto:wod%40worldobesity.org?subject=

Documents

Campaign brand book - World Obesity Day