The U.S. Fund for UNICEF Communications Style Guide
Table of Contents 1.0 The U.S. Fund for UNICEF 1.1 Our Mission 1.2 Our Brand Position 2.0 Our Goals 3.0 The UNICEF Story 4.0 Logo Versions 4.1 Logo Size 4.2 Logo Clear Space 4.3 Incorrect Logo Usage 4.4 Pairing the Logo 4.5 Logo on Backgrounds 5.0 Primary Color 5.1 Secondary Colors 6.0 Primary Font 6.1 Secondary Font 7.0 Imagery 8.0 Print Samples 9.0 Merchandise 10.0 Believe In Zero Brand Guidelines 10.1 Logo 10.2 The U.S. Fund for UNICEF Logo 10.3 Logo with Modifier 10.4 Logo Type Horizontal & Stacked 10.5 Logo Type Vertical 10.6 Modifier Examples 10.7 Color 10.8 Dark Background 10.9 Cyan Background 10.10 Type
1.0 The U.S. Fund for UNICEF The United Nations Children s Fund (UNICEF) works in 190 countries and territories to save and improve children s lives providing health care and immunizations, clean water and sanitation, nutrition, education, emergency relief, and more. The U.S. Fund for UNICEF supports UNICEF s work through fundraising, advocacy, and education in the United States. Together, we are working toward the day when every child has a safe and healthy childhood. 1.1 Our Mission The U.S. Fund for UNICEF fights for the survival and development of the world s most vulnerable children and protects their basic human rights. 1.2 Our Brand Position Relentlessly fighting for the survival and development of every child. 2.0 Our Goals The three core strategies to communicate our mission and vision are as follows: 1. Transcend facts, figures, and statistics and make an emotional connection by addressing donors values, needs, wants, and concerns. 2. Clearly show what sets UNICEF apart from its competitors. 3. Speak with consistency. The following pages in this guide are designed to help you do just that. 3.0 The UNICEF Story UNICEF fights for the survival and development of all children, in all situations, all of the time. UNICEF believes in a world where there are ZERO starving children; ZERO exploited children; ZERO children denied an education and ZERO children deprived clean water. This relentless conviction has propelled UNICEF to help save more children s lives than any humanitarian organization in the world.
4.0 Logo Versions The U.S. Fund for UNICEF logo is used for all communications for the U.S. Fund for UNICEF. It is important that you use this exact version and that it is not obscured by other elements. The logo can be reproduced in cyan and black, and in positive and negative versions. When writing the U.S. Fund for UNICEF in text, you should write it as it appears in this sentence.
4.1 Logo Size and Scaling The preferred size for reproducing the U.S. Fund for UNICEF logo in printed materials is 1.5 wide. The U.S. Fund for UNICEF EPS logo files may be scaled to any size necessary for the application, as long as the minimum size requirements are met. Minimum size refers to the smallest allowable logo size. The logo is available in one size that can be scaled down to a minimum size of 1 wide. Always maintain the logo s aspect ratio when scaling. Preferred Size 1.5 Minimum Size 1 The minimum size for using the U.S. Fund for UNICEF logo in electronic media such as web sites or presentations is 600 pixels wide. 4.2 Logo Clear Space Always surround the U.S. Fund for UNICEF logo with the amount of clear space shown to ensure that the logo is easily identifiable as well as visible and legible wherever it appears. Clear space is the minimum breathing room maintained around our logo. It also defines the minimum distance between the logo and the edge of a printed piece. The clear space around our logo is defined by the height of the u in the name UNICEF. Do not position any text, graphic elements, or other visual marks inside the recommended clear space. CLEAR SPACE CLEAR SPACE CLEAR SPACE CLEAR SPACE The clear space is equal to approximately.433 square.
4.3 Incorrect Logo Usage To preserve the integrity of our brand, our logo must have consistency in its appearance. Ensure that our logo is clearly recognizable by using it properly, and do not alter it under any circumstances. Consider the logo version and the background it is placed on to provide the best legibility. The examples shown here illustrate various uses to avoid. DO NOT distort DO NOT change the color DO NOT tint DO NOT crop DO NOT frame DO NOT take apart or pattern New York Office DO NOT alter/add typography DO NOT rotate
4.4 Pairing the Logo Our brand is an important asset and logo size and placement should be a key consideration when negotiating co-branding agreements. Co-branded logos should be visually balanced and communicate the joint nature of the project or product. When pairing the logo with another brand s logo or wordmark the U.S. Fund for UNICEF logo should always: 1. appear first. 2. appear equal in size. 3. be separated by a.5 inch black rule. 4. have the proper amount of clear space applied. Please see the examples.
4.5 Logo on Backgrounds Place the logo on backgrounds that provide good contrast and legibility to ensure that it is clearly recognizable. Avoid placing the logo on complicated imagery or on backgrounds that are too light or dark. Keep the logo versions in mind (section 4.0) and use your best judgement to select the most appropriate choice for the background to which it is being applied. Please see the examples for improper and proper usage. IMPROPER USAGE IMPROPER USAGE PROPER USAGE PROPER USAGE
4.5 Logo on Collateral In some instances, the U.S. Fund for UNICEF logo will be too large for use on collateral or miscellaneous items. In those instances, the UNICEF logo should be used instead. To determine which logo is appropriate, please keep the minimum size and clear space requirements in mind (sections 4.1 and 4.2). If, and only if, the item that you are trying to place the U.S. Fund for UNICEF logo on is too small for the logo to be legible and meet the minimum size requirements, the UNICEF logo can be used in its place. *Please note that there are also certain partnerships that the U.S. Fund for UNICEF engages in where the UNICEF logo is the preferred logo of choice. Please direct all merchandise and collateral inquiries and orders through the U.S. Fund for UNICEF s marketing department. Please see the examples.
5.0 Primary Color The primary color for the U.S. Fund for UNICEF is cyan. It should be used in all of our communications and serves as our link to the United Nations. Cyan is a pure, bold, and optimistic color that is immediately recognizeable, highly visible, and universally available. Cyan can be used in conjunction with the secondary color palette (see section 5.1) as well as black and white. Cyan serves as an important part of the U.S. Fund for UNICEF s identity and should always take precedence as the primary color. *The colors represented in this guide have not been evaluated by Pantone, Inc. and may not match the Pantone system exactly. Consult a Pantone Color Formula Guide for reference. Pantone: Process Cyan CMYK: C=100 M=0 Y=0 K=0 srgb: R=0 G=159 B=223 HTML: 009FDF Use tints color for variation Cyan 80% tint Accompanied by grey and white Black CMYK: C=75 M=68 Y=67 K=90 srgb: R=0 G=0 B=0 Web: Cyan 60% tint Pantone: Cool Gray 9 CMYK: C=0 M=0 Y=0 K=50 srgb: R=147 G=149 B=152 Web: 939598 Cyan 40% tint Cyan 20% tint
these colors are secondary colors that can be used in conjunction with cyan... Pantone: 667 C CMYK: C=56 M=59 Y=4 K=14 RGB: R=124 G=105 B=146 HTML: 7C6992 Pantone: 7691C CMYK: C=100 M=43 Y=0 K=30 srgb: R=0 G=98 B=152 HTML: 006298 Pantone: 7420 C CMYK: C=13 M=100 Y=54 K=30 RGB: R=155 G=34 B=66 HTML: 9B2242 Pantone: 576 C CMYK: C=54 M=5 Y=94 K=24 RGB: R=120 G=157 B=74 HTML:789D4A Pantone: 485 C CMYK: C=0 M=95 Y=100 K=0 RGB: R=218 G=41 B=28 HTML: DA291C Pantone: 382 C CMYK: C=28 M=0 Y=100 K=0 RGB: R=196 G=214 B=0 HTML: C4D600 Pantone: 109 C CMYK: C=0 M=9 Y=100 K=0 srgb: R=255 G=209 B=0 HTML: FFD100 Pantone: 158 C CMYK: C=0 M=62 Y=95 K=0 RGB: R=232 G=119 B=34 HTML: E87722 Black and Gray Background Tints Black Pantone: Cool Gray 9 Pantone: Process Cyan 10% Pantone: 607 C CMYK: C=75 M=68 Y=67 K=90 CMYK: C=0 M=0 Y=0 K=50 CMYK: C=100 M=0 Y=0 K=0 CMYK: C=3 M=0 Y=34 K=0 srgb: R=0 G=0 B=0 srgb: R=147 G=149 B=152 srgb: R=0 G=159 B=223 srgb: R=235 G=228 B=154 Web: 000000 Web: 939598 HTML: 009FDF HTML: EBE49A
5.1 Secondary Colors The secondary colors can help to convery different meanings both alone and when combined. Relentlessness Empathy Compassion Reach Need Leadership Giving Optimism
5.1 Secondary Colors The secondary colors can help to convery different meanings both alone and when combined. Emergency, Alert Holiday Leader Serious, Sophisticated
5.1 Secondary Colors Our colors and photography.
5.1 Secondary Colors Our colors and photography.
6.0 Primary Font The U.S. Fund for UNICEF s primary typeface is Univers. Sans serif, clean, modern, readable, iconic; Univers is uniquely suited for a wide range of visual communications. Multiple levels of typographic hierarchy are defined both for impact and clarity of our communications. Univers should be used for all U.S. Fund for UNICEF printed communications where possible. The Arial typeface should be used in cases where Univers is not available. For web-based, online, and electronic applications, use Univers in rendered form. If rendered form is unavailable, the Verdana typeface should be used for all HTML text, including body text, headers, captions, and links. By controlling the type styles and alignment used, we further strengthen the visual distinctiveness of the U.S. Fund for UNICEF. The type alignment for all our communication is flush left or full justified. *Typography is an important element of our brand. Consistent use of typography helps create a distinct visual identity. It is important to follow the guidelines illustrated here for use throughout the organization in all methods of communication. UNIVERS 75 BLACK UNIVERS 65 BOLD UNIVERS 55 ROMAN UNIVERS 55 ROMAN OBLIQUE UNIVERS 45 LIGHT UNIVERS 45 LIGHT OBLIQUE UNIVERS 47 LIGHT CONDENSED
6.1 Secondary Font The U.S. Fund for UNICEF s secondary typeface is Sentinel. Slab serif, classic, legible, antique, traditional; Sentinel offers a more decorative alternative to the primary typeface. Sentinel should always be used as a secondary typeface and in conjunction with the Univers typeface. Sentinel was chosen as an alternative font for higher-end communications and materials such as invitations to special events, announcements, and collateral for distinct audiences. SENTINEL BLACK SENTINEL BOLD SENTINEL MEDIUM SENTINEL BOOK SENTINEL BOOK ITALIC SENTINEL LIGHT SENTINEL LIGHT ITALIC
5.0 Photography Photography is an important visual element to all U.S. Fund for UNICEF communications. Proper photo selection helps to convey a clear and concise message to viewers and works toward solidifying our look and feel and reinforcing our brand. Our photography should represent children that the U.S. Fund for UNICEF works to protect. Children should be shown in a way that reflects the reality of their world, and all photographs should convey the dignity and personality of the people portrayed. Photographs should work to reinforce the message that is being conveyed and should be chosen to best represent UNICEF and the work that is being done to save children s lives. A wide selection of photographs can be found in the Best Of Photo Album. The Best Of Photo Album was produced by Creative Services and distributed (one per department) in the New York City office. If you have questions about the Best Of Photo Album or need a replacement CD, please contact Creative Services at 212-922- 2632. For more information on photo guidelines, visit the UNICEF Intranet at: http://www.intranet.unicef.org/ photoguidelines/index.html.
10.0 Believe In ZERO Brand guidelines and intro... 10.1 Logo The tagline for the U.S. Fund for UNICEF is Believe in Zero. The tagline can be combined with modifiers that illustrate the different goals of the organization. The Believe In Zero logo (A) is divided into two main parts, Believe In and Zero. These two elements work together while being visually distinguishable from each other. This logo may be used on its own, or with the U.S. Fund for UNICEF logo. For stickers and buttons, an alternate logo may be used as well as a stand alone element (B). A B BELIEVE IN ZERO BELIEVE IN ZERO
10.2 The U.S. Fund for UNICEF Logo The Believe in Zero logo can sit to the right (A) or left (B) of the U.S. Fund for UNICEF logo when used together. A grey rule is used to separate the two logos. In extreme vertical layouts, the Believe In Zero logo should sit centered (C) above the U.S. Fund for UNICEF logo, with a grey rule seperating the two. A BELIEVE IN ZERO B BELIEVE IN ZERO C BELIEVE IN ZERO
10.3 Logo with Modifier The horizontal version (A) should be used whenever possible. If the modifier is three words or more and space is limited, the stacked version (B) may be used. In extremely vertical layouts the alternate vertical logo (C) should be used to allow for maximum type size. In all instances of the logo, the modifier must left-align directly under the word Zero. A BELIEVE IN ZERO STARVING CHILDREN B BELIEVE IN ZERO PREVENTABLE CHILD DEATHS C BELIEVE IN ZERO PREVENTABLE CHILD DEATHS
10.4 Logo Type Horizontal & Stacked The type size for the horizontal and stacked versions of the logo should be equal across the board. The modifier is leftaligned directly under Zero. x x 10.5 Logo Type Vertical The type size of Believe In and Zero is equal. The size of the modifier type is smaller to allow for longer words in smaller spaces. Zero is 1.5 times larger than the modifier type, and all type is left-aligned. 1.5x x
10.6 Modifier Examples The Believe In Zero logo can be modified to represent different messaging. The structure creates unity across the overall campaign and reinforces the idea to Believe In Zero. BELIEVE IN ZERO EXPLOITED CHILDREN BELIEVE IN ZERO PREVENTABLE CHILD DEATHS BELIEVE IN ZERO CHILDREN DENIED AN EDUCATION
10.7 Color The two colors used in the logo are grey and cyan. Cyan ties into the UNICEF master brand guidelines, and grey allows for contrast. White is used when working on dark backgrounds. Dark grey is used instead of grey when working on a cyan background. Pantone: Process Cyan CMYK: C=100 M=0 Y=0 K=0 srgb: R=0 G=174 B=239 Web: 00AEEF Video Direct RGB: R=? G=? B=? Pantone: Cool Grey 9 CMYK: C=0 M=0 Y=0 K=50 srgb: R=147 G=149B=152 Web: 939598 Video Direct RGB: R=? G=? B=? Pantone: Cool Grey 11 CMYK: C=0 M=0 Y=0 K=65 srgb: R=113 G=112 B=115 Web: 717174 Video Direct RGB: R=? G=? B=? White
10.8 Dark Background White is the primary color used on dark backgrounds. Zero and the modifier remain in cyan. BELIEVE IN ZERO BELIEVE IN ZERO STARVING CHILDREN 10.9 Cyan Background Cyan and some shades of blue may cancel out the logo, so an alternate version may be used. The U.S. Fund for UNICEF logo remains in white, while Believe in is set in dark grey. Zero and the modifier should be set in white. BELIEVE IN ZERO BELIEVE IN ZERO STARVING CHILDREN
10.10 Type The font used for the Believe In Zero branding is Univers 67 Bold Condensed. This is the only font that should be used when creating modifiers to the logo. Univers 67 Bold Condensed 1234567890.,; ()=+&