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action/2015Visual Identity Guidelines
June 2014
Contents
Introduction 3
The action/ signifier 8
Clear space 9
Correct usage 10
Graphic elements 11
Cause names 12
Cause/issues and tone of voice 13
Highlight bars 14
Translations 15
Colour palette 16
Spacing and position: Offline 17
Online 18
Sizing 19
Partner logos 20
How the signifier could be used 21
Contact 23
ACTION/ BRAND GUIDELINES
3
INTRODUCTION
BACKGROUND
We come together because 2015 is a generational
opportunity for transformational change. Two
processes (COP-UNFCCC and the finalisation of
the post-2015 sustainable development agenda)
culminate within months of each other with the
potential to shape the future of our people and
our planet. Our aim is to inspire actions that
empower the marginalised and collectively tackle
the root causes of inequality, injustice, poverty
and climate change.
VISION
“ Our vision is a transformational shift that ensures
gender justice and enables everyone to live their
lives in dignity, free from hunger and from the fear
of violence, oppression, discrimination or injustice,
in a way that protects the planetary systems
required for survival of life on earth.”
Source: Istanbul Text
4
WHO WE ARE
WE ARE a movement because we are made
up of thousands of organisations, coalitions
and partnerships that reflect the diversity of
activists fighting injustice, inequality, poverty
and climate change all over the world.
WE WANT concrete actions taken and
ambitious agreements made in 2015 that
reflect local struggles around the world and
leave no-one behind.
WE BELIEVE that ordinary people have the
power to create extraordinary change when
they come together and act.
WE USE large-scale mass-mobilisation
campaigns to compel substantive political
action at COP-UNFCCC and in the design of
the post-2015 SDGs.
WE HOPE that action/2015 becomes a
platform for greater coordination among civil
society, as we recognise that although 2015
is a critical opportunity for transformational
change, it is just the beginning. 2015 is also
an opportunity to recruit a new generation
of change-makers who can hold power to
account and ensure that pledges made in
2015 are delivered as we move towards 2030.
5
WHAT WE DO
We channel and amplify the energy that already exists,
sharing information and light-touch support to help the
whole be greater than the sum of its parts.
We highlight unique opportunities for large-scale public-
facing actions between organisations.
We provide a platform for coordination and facilitation of
joint actions.
6
OUR POSITIONING
For civil society organisations engaged with the post-2015 SDGs and
COP-UNFCCC, action/2015 is an open-source global movement focused
on mobilising millions of people to compel governments to take action
in 2015.
action/2015 is different because it focuses exclusively on mobilisation
rather than lobbying; it prizes action over discussion; it devolves
rather than dictates; it has no bias towards a specific development
issue and it is open and open source.
For citizens around the world, action/2015 is an easy way of joining the
dots between the many campaigns and actions they will see over the
coming 18 months. Whatever issue they are passionate about, there
will be an action, or partner, they can support and engage with, be it
climate, gender, tax justice, human rights, maternal health etc.
THE GUIDELINES
The purpose of these guidelines is to explain the use of the
new action/2015 signifer and how to use the visual identity in
all communications. This includes publications, presentations
and all other materials both online and off line.
7
8
THE ACTION/ SIGNIFIER
2015action/2015 is the primary
signifier and is the essence
and personality of the
movement and how it
represents itself globally.
It has a consistent wordmark
and a highlight bar which
has been designated to
accommodate movement
cause names.
It is important to maintain
the strength and values
of movement at all times
and this guide provides
the pertinent specifications
needed to reinforce its
integrity.
The guidelines set in this
document are not meant to
inhibit, but to improve the
creative process.
action/ wordmark cause & highlight bar
The action/ wordmark is based on a condensed
sans serif typeface and includes a forward slash.
As well as providing an introduction point for a
cause name, visually, the forward slash gives a
feeling of motion and action.
The wordmark is intentionally stark to improve
its legibility and has a roughness to enhance its
unique personality.
The yellow highlight bar serves as a point of visual
focus and brings the cause to the fore. It takes the
form of a spontaneous stroke adding a human touch
and a sense of urgency.
9
CLEAR SPACE
2015x
x
x
The exclusion zone
The boundary marked in
blue should always be
given as an area free from
distraction.
Other visual elements should
not encroach upon the
indicated space.
10
CORRECT USAGE
Distortion
Proportions should be
maintained at all times
to ensure legibility and
reinforce consistency.
The signifier should be
uniformly resized to fit a
space and proportional
dimensions should not be
altered.
Spacing and balance
The cause name should
sit comfortably within the
highlight bar with a fairly
even distance between
the type and the highlight
boundary.
Capitalisation
Although Action/2015 may be
written with a capital A in
text it should never appear in
the wordmark which should
not be altered in any way.
2015
2015
Cause
Cause
CauseCause
2015
2015
2015
Cause
Cause
CauseCause
2015
extended foreshortened
compressed overhanging
capitalisation in wordmark
11
GRAPHIC ELEMENTS
2015The cause & highlight bar
The yellow highlight area may be used
to name specific causes or issues.
The areas marked red are adaptable
and available to accomodate named
causes as shown in the examples
below.
Cause names should be set in Slab Tall
X Regular - available to download at:
http://www.dafont.com/slab-tall-x.font
Cause
ClimatePoverty
the highlight bar can be extended to accomadate the cause name
the red area indicates the live zone for cause names
12
CAUSE NAMES
Adding a cause name
The illustration opposite shows areas that need
to be considered when adding a cause name.
The illustrations below show numbered stages
to follow when adding a cause name.
Cause names should be set in
Slab Tall X Regular available to download at:
http://www.dafont.com/slab-tall-x.font
Causename
CausenameCausename
Causename1. Position a text box in
red area and type in
desired cause.
3. Select a highlight
bar (see p.14) and
position between blue
guidelines and align
with forward slash.
2. The name length will
determine the size of
the highlight bar which
will extend to a point
indicated in green.
4. Adjust size to align
length with green
guideline.
blue = top edge of highlight bar
red = insertion point and cap height of cause name
blue = bottom edge of highlight bar
green = even distance for highlight bar to extend to beyond the cause name
13
Here are some of the causes and
issues that action/2015 covers
Poverty
Injustice
Fairness
Equality
Inequality
Climate Change
Water
Children
Forests
Girls
CAUSES/ISSUES AND TONE OF VOICE
Specific causes or issues can be
applied and take the form of a place
name where appropriate.
The core movement is action/2015 so
if a date is to be added it should only
ever be 2015.
Kenya
Kenya Kenya 2015
Kenya
Kenya Kenya 2015
14
GRAPHIC ELEMENTS - HIGHLIGHT BAR
Xxxxxx
Xxxxxx
X
X
X
X
Xxxxxxx
Xxxxxxx
X
X
Xxxxx
XxxxyTemplates
The samples shown on
this page show a variety of
lengths in straight format
and more irregular shape.
The first example shows
how the irregular shape
may be more suitable where
descenders occur such as
the letter ‘y’.
The bar serves to highlight
the cause and should feel
spontaneous and should not
be restrictive.
15
GRAPHIC ELEMENTS - TRANSLATIONS
The wordmark
The action/ wordmark is based on the typeface
Wagner Round and is slightly distressed in order to
give it a character that is unique to the movement and
will distinguish it from the cause name.
The Wagner Round typeface is available to buy online
(see below) with the purchase of a licence for all
action/2015 participants under discussion.
The distressed alphabet is available to download as a
guide for roughening or can be used directly to create
the translated wordmark.
Typeface available online to purchase at: http://www.myfonts.com/fonts/canadatype/wagner-round/
The wordmark alphabet is available on the civicus action/2015 website, in the download area.Wagner Round Wordmark letterforms
16
GRAPHIC ELEMENTS - COLOUR PALETTE
Mono: Wordmark & Cause 100%black,
highlight 25% black
CMYK breakdown for print
RGB breakdown for online
Mono reversed: Wordmark & Cause white,
highlight 80% black
Colour reversed: Wordmark & cause 100% yellow,
highlight 80% black
C0 M0 Y0 K100 C0 M0 Y100 K0
C0 M0 Y0 K80C0 M0 Y0 K25
R26 G23 B27 R255 G237 B0
R88 G88 B90R207 G208 B210
17
SPACING & POSITION - OFFLINE
The position of the
signifier is based on the
exclusion zone and the
geometry of an area, in the
examples illustrated the
format is A4.
The width of the mark
represents about one fifth
of the format width.
2015
2015
2015
51 mm 12.3 mm
17.5 mm
19 mm
2015
51 mm 12.3 mm
19 mm
12.6 mm
18
SPACING & POSITION - ONLINE
2015
20152015
Skyscrapers
Full width signifier
Banners
Full size signifier
Depending on the overall
content of the digital banner
either a full sized or half sized
signifier may be used.
Banners
Half size signifier
19
SIZING
2015
25mm
6.75mm
Minimum reproduction size
To ensure legibilty is retained the minimum size
rule should be adhered to.
The primary logo can be reproduced at minimum of
25mm width.
Where cause names apply the action/ wordmark
should be set at a minimum height of 6.75mm
and name set in Slab Tall X Regular (available to
download at http://www.dafont.com/slab-tall-x.font)
at a cap height of 17pt.
Maximum width for small spaces
A highlight bar of suitable length can be selected
from the highlight bar templates. It is recommended
that the bar does not exceed 3 times the length of
the wordmark.
Xxxxxx
Xxxxxx
X
X
X
X
Xxxxxxx
Xxxxxxx
X
X
Xxxxx
Xxxxy
20
PARTNER LOGOS
The position of the mark alongside other
logos is based on the exclusion zone and an
additional even distance to allow a breathing
space for the partner logo.
2015
2015
2015
20152015
2015
21
HOW THE SIGNIFIER COULD BE USED
2015
2015
22
2015
2015
HOW THE SIGNIFIER COULD BE USED
2015
2015