WaterAid s corporate identity guidelines

Transcription

1 WaterAid s corporate identity guidelines

2 This is an updated guide on how the WaterAid identity should be used and applied. Inside you will find sections on: > logo use > colours > typography > exclusion zones > mission statement > editorial guidelines > visual properties Contents: 1. The WaterAid logo 2. Exclusion zone and minimum sizes 3. Backgrounds and logo versions 4. Colour palette 5. Typography 6, WaterAid s qualifying paragraph 7. WaterAid s corporate statements 8. Visual property 9. Posters 10. Editorial guidelines 12. WaterAid photography 14. Examples of publications 16. Data protection on response forms 17. Publications checklist

3 1. The WaterAid logo The logo consists of the pipe and droplet image and the word WaterAid. The position and proportion of the letters and their relationship with the image is fixed and must always be reproduced in the set relationship shown here. 1. 1: Preferred logo This is the preferred version of the WaterAid logo and should be used wherever possible, preferably on a white background. Other versions exist and should be used if this version is inappropriate on a particular background, or when it is used at a smaller size. The recommended size when reproduced on an A4 publication is 26mm.

4 2. Exclusion zone and minimum sizes It is important that the logo appears clearly and without interference from other material. This is why we need an exclusion zone around it, which is the minimum distance from text, any other graphic and the edge of the page. Clear space around a logo will always increase its effectiveness on the page. x x x WaterAid water for life The UK s only major charity dedicated exclusively to the provision of safe domestic water, sanitation and hygiene education to the world s poorest people x x x x x 1. x 2. x 1/2: Exclusion zone The minimum clear area can be calculated using the process shown here. The process uses the word Aid of WaterAid as the X size mm minimum sizes 15mm 3/4: Minimum size There are two versions of the WaterAid logo. As (3.) is the preferred logo, it should be used wherever possible. (4.) should only be used when (3.) would appear at a size less than 20mm. The minimum size for the use of (4.) is 15mm. The relationship of the elements are strictly as shown here and must not be separated.

5 3. Backgrounds and logo versions 1: Version A (The preferred version) This version to be used wherever possible on a white or light background. 1: Version A 2: Version B 3: Version C 2: Version B This version to be used on darker background colours, except black which has a specific version. 3: Version C This version to be used on a black background only. 4/5: Version D Mono version for white or cyan backgrounds 4: Version D 5: Version D 6: Version E 7: Version F (Web version) 6: Version E Mono version for black backgrounds 7: Version F Web version this version has no keyline around the word Aid and is to be used on-screen in web applications or, for example, Powerpoint presentations.

6 4. Colour palette The main colours that represent the WaterAid brand are cyan, dark blue and white. These main colours should be the most prominent colours on any printed literature. However, if only two colour printing is available, cyan and black should be used. In addition to these are two secondary colours which have been selected for use, where appropriate, on printed material or electronic media. These secondary colours are intended as accent colours only. Tints of the two main colours may also be used at the percentages shown. Cyan Pantone process cyan Process 100%C HEX 0099FF Dark Blue Pantone 661 Process 100%C, 72%M, 6%K HEX White For four colour media the respective Cyan (C), Magenta (M), Yellow (Y) and Black (K) percentage values have been supplied. Tints of main colours: Secondary colours: 20% 40% 60% 80% Purple Light purple Pantone 2665 Pantone 2665 (50% tint) Process 79%C, 76%M Process 39%C, 38%M HEX 6666CC HEX 9999CC Please note, the colours printed here are a visual guide only (printed by the four-colour process) and are not intended as an exact match to the Pantone Colour standards. The Pantone Matching System is a worldwide printing, publishing, and packaging colour language for the selection, marketing and control of colour.

7 5. Typography Meta Plus Normal and Medium are the primary fonts to be used with WaterAid branding for print materials, in particular body text and main headings. Where extra emphasis is needed, Meta Plus Black can be used. Franklin Gothic is the secondary font and can be used if Meta Plus in unavailable. Arial is the recommended screen based and PC typeface. Arial Bold can then be used for headings and other points of emphasis. The preferred font size and leading (line spacing) to be used in body text is 9 pt text on 12 pt leading (9/12pt). Meta Plus Normal ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Meta Plus Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Medium Plus Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Franklin Gothic Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Franklin Gothic Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Franklin Gothic Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Please note that although these are the recommended WaterAid fonts for use on all literature, it is left to the designer s discretion if a more appropriate font should be used, for example, on individually themed fundraising materials.

8 6. WaterAid s qualifying paragraph On any fundraising and information literature this short version of the mission statement should be used and laid out exactly as shown below, either to the right of the logo or underneath, preferably using the fonts Meta Plus Black and Meta Plus Normal. WaterAid water for life The UK s only major charity dedicated exclusively to the provision of safe domestic water, sanitation and hygiene education to the world s poorest people WaterAid water for life The UK s only major charity dedicated exclusively to the provision of safe domestic water, sanitation and hygiene education to the world s poorest people

9 7. WaterAid s corporate statements WaterAid s mission statement: WaterAid is the UK s only major charity dedicated exclusively to the provision of safe domestic water, sanitation and hygiene education to the world s poorest people. These most basic services are essential to life; without them vulnerable communities are trapped in the stranglehold of disease and poverty. WaterAid works by helping local organisations set up low cost, sustainable projects using appropriate technology that can be managed by the community itself. WaterAid also seeks to influence the policies of other key organisations, such as governments, to secure and protect the right of poor people to safe, affordable water and sanitation services. WaterAid is independent and relies heavily on voluntary support. WaterAid s vision: WaterAid s vision is of a world where everyone has access to safe water and effective sanitation. The mission statement and vision are a useful introduction to WaterAid s work. Their use in publications is optional.

10 8. Visual property The WaterAid ripple is often used on publication covers, either as a central image or as a smaller detail to compliment other images. It can be used in its entirety or may be cropped. Wherever possible the ripple should be reproduced in full colour except when a particular application (such as b/w press advertising) dictates that this is unfeasible. In such circumstances a grey scale version is available. The ripple should not be reproduced in any tint or in any other colourway.

11 9. Posters To bring consistency to WaterAid s posters, a white panel must appear at the bottom of the page, with the WaterAid logo appearing at the bottom left hand corner, along with the qualifying paragraph. Under the logo the contact details and charity registration number should also appear as shown below. The bottom right hand area can be used for any additional company logos that need to be included. We recommend that for use on an A4 sheet, the height of the logo should appear 26mm high. For other sized documents, we recommend the logo size is kept in proportion to this. For example: A3 = 37mm high A5 = 18.5mm high 50mm 26mm WaterAid water for life The UK s only major charity dedicated exclusively to the provision of safe domestic water, sanitation and hygiene education to the world s poorest people WaterAid, Prince Consort House, Albert Embankment, London SE1 7UB. Telephone: Charity registration number The layout pictured is based on a page size of A4 (210 x 297 mm). The qualifying paragraph is set in 7.5 pt Meta Plus Black and Normal, with 9.5 pt leading. The contact details are set in 7pt Meta Plus Normal and the charity registration number underneath is set in 6.5pt Meta Plus Normal. The WaterAid website address must also appear prominently on the page. The positioning of this is left to the designer s discretion.

12 10. Editorial guidelines As a general principle, messages should be conveyed as simply and directly as possible. Your message will be more accessible from a design viewpoint if it is written to a specific word count to fit in with the established design of a publication. A good general guide is to use as few words as possible. Simple words can be the most powerful. If appropriate, try to summarise the overall content of the publication in the introduction or opening paragraph. If the subject matter is complex, it can be even more important to make the language straightforward. Use short paragraphs to break up the text with succinct headings. Consider the use of visual images, such as photographs and illustrations, or charts and diagrams wherever appropriate. Think about the title of the publication an interesting headline will help your publications gain attention. In general terms, aim for grammatical simplicity. Avoid cluttering your text with unnecessary hyphens, dashes, colons or semi-colons. Punctuation Full stops, except when they mark the end of a sentence, are usually unnecessary. Most abbreviations do not need to use full stops. Do not use full stops after contractions (when a common word is shortened) or in acronyms. So, for example, use: Mr Mrs Dr plc UNHCR CBE WHO Ltd BBC UK EC eg DSS MP NGO etc Initials preceding surnames and initials standing alone do not need full stops. Do not use more commas than are necessary. A comma should be used at both ends of a clause in a sentence which could be removed without leaving the sentence incomplete. A comma should only be used before and if the meaning is in doubt. eg We produce materials which will be used for supporters, colleagues, and press and publicity. Apostrophes should not be used in plurals. Wrong: 1960 s, CV s, Jones s Right: 1960s, CVs, Joneses Use apostrophes in contractions and to indicate possession. Don t, isn t, can t, Sally s book It s takes an apostrophe only when it is a contraction of two words It s five o clock. An apostrophe is not needed in commonly used abbreviations. Flu, phone, the thirties Use double quotation marks to mark the beginning and end of reported speech. What is the time? asked John. However when one person is reported in the speech of another, single quotes are used to differentiate between the two. She described her work as striving to improve our understanding of the problems of water supply and sanitation. Colons may be used to introduce a list, a quotation or other material. They should never be followed by a dash. Wrong: The key points are as follows: Right: The key points are as follows: Hyphenation Try to avoid breaking words at the end of a line unless they are already hyphenated. These should all be split at the hyphen. If words do not need to be hyphenated try to break them at a point that will avoid creating other words and causing ambiguity. Bold and italics Italics should be used when referring to the makes of newspapers, television programmes and book titles. I read in The Guardian that Newsnight has carried a report on WaterAid s Megaslums report. Italics and bold can also be used for emphasis. Now we need your help. Give your support to us today.

13 11. Editorial guidelines Figures All figures under ten should be written in full, figures above ten should be written as numbers. Depending on the context, ten can be written as a word or figure. One in ten 10 in every 20 However, all figures whatever the size should be written out in full if they come at the beginning of a sentence. Thirty two thousand people Days and dates The correct way to refer to a specific day of the year is day, date, month, year. Tuesday 13 August 2002 The day can be dropped if necessary, but the order remains the same. It is not necessary to add -th, -rd etc. Abbreviations Abbreviations can be used, but always spell them out the first time you refer to them to clarify what you are referring to. After this you can use the abbreviated form. The United Nations High Commission on Refugees (UNHCR) has decided Capital letters Within WaterAid, job titles should be in upper and lower case. Director, Database Manager Geographical areas need capitals if they refer to the names of the area (the first example is the name of an area and the second is a description of its position) The South East The south east of England Spelling WaterAid house style Listed below are the preferred spellings of commonly used words you may come across when producing materials for WaterAid. fundraising gravity-fed hand-dug well low-cost solutions tapstand cooperate pipeline handpump tubewell self-help waterpoint decision-making non governmental organisation online For further information on grammar and editorial style, refer to Hart s Rules for Compositors and Readers and Fowler s Modern English Useage, both published by Oxford University Press, and Gower s The Complete Plain Words, published by HMSO. Getting your message across Consider the following in order to make text as accessible as possible: Use headlines and sub-headings to break up your text. Try to make these engaging and arresting rather than mere labels. Try to find ways in which you break down the text into accessible sections: can you, for example, pull out heavy or technical information into separate panels or sub-stories? Can you use charts or diagrams to make statistical information easier and more interesting to read? Can you use case histories or firstperson quotations to enliven what you have to say? Remember, people like to read about people. Have you used photographs or illustrations to provide a visual focus to your publication? WaterAid statistics Statistics, eg the number of people in the world without access to safe water, can powerfully reinforce WaterAid s message. For the most up to date statistics, visit and choose the The Need page in the What We Do section.

14 12. WaterAid photography WaterAid always strives to use positive images, which further the aims of WaterAid while protecting the dignity of those people featured in the photographs. Positive does not mean that everyone must wear a cheery smile. It means being accurate in the portrayal of our work. WaterAid/Caroline Penn WaterAid/Jenny Matthews WaterAid/Jon Spaull WaterAid/Jeremy Horner WaterAid/Josh Hobbins Bear in mind that cropping a picture can alter its meaning and context dramatically.

15 13. WaterAid photography Positive use of photography The following are the key points to bear in mind: Aim to show people in active rather than passive situations. Put yourself in the position of the person in the photograph and ask whether it leaves them with their dignity. Would you like to see a photograph of yourself published in such a situation? Use people s names where possible while respecting their right to anonymity. Accurately reflect the work we fund (for instance, don t use pictures of starving children at feeding centres). Aim to challenge misconceptions and stereotypes, not reinforce them. Bear in mind that cropping a picture can alter its meaning and context dramatically. Crediting photographers Always credit the photographer whose pictures you are using in the form WaterAid/Caroline Penn. If you would like advice on any specific instances, please contact the Communications Department.

16 14. Examples of publications WaterAid s look WaterAid favours a clean cut, uncluttered, contemporary design style. These pages show examples of typical publications.

17 15. Examples of publications

18 16. Data protection on response forms It s important, for both supporter care and legal reasons, that anybody giving their personal contact details to WaterAid agrees with how these will be used in the future. If response forms are included on publications that will be given to people unlikely to be on WaterAid s supporter database, the following tickbox must be included: On receipt of the form at WaterAid it will be recorded on the supporter database whether this box has been ticked or not. WaterAid and WaterAid Trading Ltd may like to send you further information. If you do NOT wish to receive this, please tick here. If you have any queries regarding corporate identity, or if you would like draft materials to be checked please contact WaterAid s Communications Services Team

19 17. Publications checklist Have you remembered? > WaterAid logo (see p.1 3) > Contact details, including website address, > Charity registration no must legally appear > Photographic credits (see p.13) > Colours: process cyan, white and blue PMS 661 (see p.4) > Typeface: ideally Meta Plus or Franklin Gothic Book (see p.5) > Statistics and/or case study > Your copy should be proof-read by someone else > Include the qualifying paragraph where possible (see p.6) > The print of fundraising and publicity materials can be zero-rated for VAT > Include the data protection tickbox on response forms (see p.16)

20 WaterAid water for life The UK s only major charity dedicated exclusively to the provision of safe domestic water, sanitation and hygiene education to the world s poorest people WaterAid, Prince Consort House, Albert Embankment, London SE1 7UB. Telephone: Charity registration number Designed and produced by Laing&Carroll, London. Tel: