April 2014 WFP branding guidAnce cOnTenTS Summary 3 Examples of use page 16 Publications page 17 Infographics page 18 Website branding page 24 Stationery page 25 Logo page 4 Tag line page 9 Self-identifier page 10 Email signature page 29 page 30 page 11 Business card and compliments slip Visibility - T-shirts & Caps page 31 Visibility - Flags and stickers page 32 Banners and signs page 33 Internal logos page 34 Colour nEW 02/2014 page Typography page 13 Icons page 14 nEW 02/2014 revised 02/2014 2 WFP BRanding guidance SuMMaRY These guidelines provide essential information on applying WFP’s branding standards for all audiences, with particular respect to logo, colour, typeface, tag line, a self-identifier statement, and publication design. These guidelines are aimed at strengthening WFP’s brand presence and ensuring that WFP’s image is presented with greater consistency globally. 2. Creation of a WFP tag line ‘Fighting Hunger Worldwide’ for strength and coherence of agency-wide messaging. 3. A self-identifying statement to be used when describing the agency’s unique role: ‘WFP is the world's largest humanitarian agency, fighting hunger worldwide’. Please apply these branding guidelines in both internal and external contexts. The major elements are: 1. WFP logo now incorporates ‘wfp.org’ to reinforce the importance of our website as a critical communications platform. WFP staff can download the logos from the logo collection page on WFPgo http://go.wfp.org/web/wfpgo/logocollection 3 WFP BRanding guidance WFP logo — eMBleM version The emblem version is best used in official documents, as a signature, and when space is limited. This version is recommended for its simplicity and conciseness. WFP logo — eXTended version The extended version is preferable in cases where space is available such as web pages and cover pages of corporate publications. WFP logo — STandaRd version The standard version combines visual compactness and thoroughness in communicating all elements of the brand. It is best used when time for registering the message is short, such as in advertising, outdoor posters and promotional materials. 4 WFP BRanding guidance WFP logo — The logo must be used in WFP blue, black or reverse white as shown below. eMBleM eXTended STandaRd 5 WFP BRanding guidance WFP logo — WFP official language versions The French, Spanish and Arabic configurations of the WFP logo are defined below. The abbreviation “WFP” remains unchanged in English. The web address beneath the emblem promotes the different language versions of WFP’s website. eMBleM eXTended STandaRd Other language versions — For logo needs in other languages, please consult with the Graphic Design and Publishing Unit ([email protected]) 6 WFP BRanding guidance WFP logo — Minimum spacing H The minimum spacing surrounding the logo is always equivalent to half of the height of the logo. The same criteria should be applied to the emblem and the extended versions of the logo. Smaller applications of WFP identification should feature the WFP abbreviation only or other official language version. Fighting Hunger Worldwide 1/2 of H 15 mm 15 mm To ensure legibility, the minimum size of the logo is 15 mm in height. An example is the logo applied on business cards. 1/2 of H Jane doe Public information Officer communications division Via cesare giulio Viola, 68/70, 00148 Rome, italy Telephone: +39 066513 0000 Fax: +39 066513 0000 Mobile: +39 348 000 0000 [email protected] 10 mm 15 mm WFP logo — Minimum size 1/2 of H 1/2 of H 1/2 of H To protect the visual impact of the logo, a clear space without any visual interference or other associated logotypes should be maintained. Typeface: Verdana Bold 40pt 7 2,5 mm Typeface: Verdana Bold 10pt WFP BRanding guidance WFP logo — incorrect logo 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 WFP’s logo is an image file. The logo should not be distorted or customized by modifying the colour, shape or typeface. WFP staff can download logo files from the Logo Collection section on WFPgo http://go.wfp.org/web/wfpgo/ logocollection Particular attention should be paid to the background against which the logo is set by using a neutral or compact background to maximise visual impact. Do not use former versions of the logo such as those which may incorporate the UN name or other text. Former versions of the logo are recognisable by the absence of WFP’s URL. United Nations Wrong logo - old version Wrong use of typeface WFP World Food Programme wfp.org 8 WFP BRanding guidance Tag line Fighting Hunger Worldwide is the corporate tag line developed to communicate WFP’s objective concisely. The tag line may accompany the WFP logo and should be used as much as possible in WFP products. We encourage use in Georgia italics but if a sans serif font is more appropriate please use Verdana. The tag line should be translated into the relevant language. 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 9 WFP BRanding guidance Self-identifier “WFP is the world’s largest humanitarian agency, fighting hunger worldwide.” When communicating in speeches, presentations and news releases, WFP staff can use this self-identifying statement to convey a fuller sense of WFP’s mission. The statement should be translated into the relevant language. “Le PAM est la plus grande agence humanitaire pour la lutte contre la faim dans le monde.” “El PMA es la mayor agencia de asistencia humanitaria, que lucha contra el hambre en el mundo.” 10 WFP BRanding guidance WFP colours Pantone 3005 was chosen on account of its strength, its brightness and its versatility. WFP bLUE Pantone 3005 Full color separation c 100.0 M 30.5 Y 0.0 K 6.0 PRinT corporate colour definition WFP bLUE WeB, VideO and PReSenTaTiOnS Always refer to international Pantone standards. colour palette This range of colours is available to complement the WFP blue in WFP communication materials. Drawing from this palette ensures branding consistency. Note that these colours should not be applied to the WFP logo. WFP bLUE WFP bLUE RgB separation HeX websafe R 0 g 136 B 255 0088FF PANTONE 296 PANTONE 561 PANTONE 384 PANTONE 506 PANTONE 470 PANTONE 410 PANTONE 444 100% 100% 100% 100% 100% 100% 100% 80% 80% 80% 80% 80% 80% 80% 60% 60% 60% 60% 60% 60% 60% 40% 40% 40% 40% 40% 40% 40% 20% 20% 20% 20% 20% 20% 20% 11 WFP BRanding guidance WFP colours colour palette breakdowns - cMYK and RgB Below are the colour breakdowns for the palette of corporate colours. These should be used where it is not possible to reproduce the Pantone specific colour. The CMYK values are relevant for where litho print output is limited to four colours only (CMYK). The RGB values are useful for on screen applications. Pantone 3005 Pantone 296 Pantone 561 Pantone 384 Pantone 506 Pantone 470 Pantone 410 Pantone 444 C M Y K C M Y K C M Y K C M Y K C M Y K C M Y K C M Y K C M Y K 100 30.5 0 6 R 0 G 136 B 255 100 46 0 70 R 0 G 45 B 86 85 0 54 52 R 0 G 104 B 88 18 0 100 31 R 159 G 166 B 23 45 100 100 15 R 138 G 37 B 41 12 0 58 100 33 R 176 G 96 B 16 0 18 21 56 R 136 G 116 B 106 15 0 15 42 R 139 G 155 B 146 WFP BRanding guidance Georgia Typeface Verdana Two typefaces are available to ensure the identity of WFP communications, especially for external use: verdana, sharp and modern, and georgia, light and elegant. abcdefghijklmnopqrstuvwxyz @0123456789 aBcdeFgHijKlMn OPqRSTuVWXYz abcdefghijklmnopqrstu vwxyz@0123456789 abcdEFghiJkLmn OPqrSTUVWxyz abcdefghijklmnopqrstuvwxyz @0123456789 ABCDEFGHIjKLMN oPqRSTUVWxYz abcdefghijklmnopqrstu vwxyz@0123456789 AbCdEFgHIjkLmn opqrSTuvWxyz These typefaces are well known and easily accessible. abcdefghijklmnopqrstuvwxyz @0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstu vwxyz @0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz @0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstu vwxyz@0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ Verdana 2005 DATA charts and tables Numbers in charts and tables should be set in Verdana. Georgia Development GRAND TOTAL 258 884 2 282 892 SUB-SAHARAN AFRICA Angola Benin Burkina Faso Burundi Cameroon Relief SO 2005 DATA Bilaterals Total 196 724 23 2 892 40 - 43 986 6 793 -2 50 777 2 766 833 - 100 3 699 2 124 - 1 050 942 37 603 13 951 - 1 096 - - 2 119 - 3 067 40 818 2 001 Development GRAND TOTAL 258 884 Relief SO Bilaterals Total 2 282 892 196 724 23 2 892 40 - 43 986 6 793 -2 50 777 Burkina Faso 2 766 833 - 100 3 699 Cameroon 1 050 SUB-SAHARAN AFRICA Angola Benin Burundi 2 124 - 942 37 603 951 - 1 096 - - 2 119 - 3 067 40 818 2 001 WFP BRanding guidance icons oCHA has established icons to represent humanitarian assistance and to ensure consistency in use, these have been shared widely with UN agencies and NGos. on these pages, we have listed those oCHA icons that WFP uses most frequently in addition to a few WFP-specific ones. The icons files can be downloaded from http://go.wfp.org/web/communications/icons For additional requirements please write to [email protected] Affected population Earthquake Food distribution Airport E-mail/contact Food for assets Beneficiaries Emergency Response Food security Cluster Cash Civil-military coordination Emergency telecommunications Cluster Evacuation Conflict Floods Drought Food Gender HIV/AIDS IDP/refugee camp Logistics Cluster 14 N WFP BRanding guidance icons continued Medical Evacuations P4P Nutrition/Nutrition Cluster Resourcing Partnership School Feeding Population displacement Security Population return Ship Procurement Truck Protection (Cluster) Voucher Public Information Warehouse 15 WFP BRANDING GUIDANCE EXAMPLES OF USE Content Tips 3. Avoid long, complicated sentences with clauses. Write as if you’re explaining the issue to your mother or father. Leaving your audience with a positive impression isn’t just about looks. It’s also about content. To make the best statement, remember: 4. Minimize jargon. Not everyone will be familiar with MDGs, HEBs, PPROs or IDPs — and they shouldn’t need to in order to understand your message. 1. Don’t overload your page with text: when conferring information, less is more. Share only the most important facts and don’t be afraid of “white space”. 5. Use the British style of spelling and punctuation. 2. Keep your text as simple and clear as possible. Use active voice (“WFP developed the plan”), not passive voice (“The plan was developed by WFP”). 6. When in doubt about how to present something, defer to WFP’s Style Guide on WFPgo at http://home.wfp.org/manuals/ StyleGuideManual/manual.asp 16 WFP BRanding guidance WFP publications — cover page overview 1/14 max width of page The design features of WFP’s publications promote maximum recognition and legibility through three recurring cover elements: WFp logo The logo is placed on a white background at the base of the cover page. Blue vertical stripe: WFP blue Tag line in vertical blue stripe The tag line is included on the vertical stripe on the left-hand side of the cover whenever possible and can appear at the top or the bottom to balance the title and complement photos. on publication covers, the tag line will be in Georgia italic 13 pt in white on the blue background. Title on horizontal blue stripe The title text in white is placed within a leftaligned, blue horizontal box with a transparency effect. The box will be placed in the best position to integrate with the cover image. It is good practice to keep titles to one line only. Blue box (C:100-M:20-Y:0-K:0): 70% transparency The same layout can be applied to posters, leaflets, cards etc. Extended logo 17 1/7 max width of page x 1,5 1/7 max width of page The title will be in the foreground in the horizontal blue banner. The length of the banner depends on the length of the title. WFP BRanding guidance infographics design When creating infographics please use clear, simple graphics - if using iconography please refer to the selection of icons on page 14 of this document. Always apply a branded header and a footer with a link ‘for more information’. Use colours that are eyecatching but not overpowering. If including pie charts or bar graphs please ensure that the information is easy to consume and not too complex. Please send infographics to [email protected] for clearance before publishing. Click here to see examples of infographics currently online: www.wfp.org/wfp-numbers www.wfp.org/stories/how-wfpresponds-disasters-emergencyinfographic 18 WFP BRanding guidance Fighting Hunger Worldwide Occasional Paper n° 23 Fighting Hunger Worldwide WFP publications — cover page examples Blue vertical stripe: WFP blue WFP and climate change: a Review of Ongoing experience and Recommendations for action december 2010 Fighting hunger Blue box (C:100-M:20-Y:0-K:0): 70% transparency 19 Blue box (C:100-M:20-Y:0-K:0): 70% transparency WFP BRanding guidance WFP publications — example of bodytext page Assisting the Humanitarian Community UNHRD 2012 at a glance 50 humanitarian users 300 shipments worldwide 60 countries served 17,000 cubic metres of relief goods transported Top 5 items dispatched in 2012 1. Mobile Storage Units 2. Prefabricated offices/ accommodations 3. Tents 4. Medicines and medical supplies 5. Blankets 1/14 max width of page UNHRD also fostered partnerships to support regional emergency preparedness. In Asia, UNHRD entered into an agreement with the Association of Southeast Asian Nations (ASEAN) in support of its disaster preparedness and response capacity. The UNHRD’s facility in Subang, Malaysia is now managing a designated stockpile of relief items for Southeast Asia. Due to the challenges faced by hundreds of thousands of Syrians in need of most basic requirements such as food, shelter and urgent medical care, humanitarian assistance was critical. Moving supplies into a volatile and often unpredictable operating environment requires a swift response and good planning. UNHRD Dubai provided both in 2012, ensuring dispatch of emergency In 2012, the UNHRD Network managed over US$87 million worth of non-food items on behalf of its partners in five locations worldwide. With over 17,000 cubic meters of relief goods dispatched through 300 shipments to 60 countries, the value of the cargo procured and logistics services provided to humanitarian partners amounted to US$28 million. stocks and supplies within less than 48 hours of receipt of requests. Being strategically located, UNHRD Dubai delivered a total volume of 7,400 cubic meters of non-food items on behalf of 19 partners. Major users of the Dubai hub included the World Health Organisation (WHO). Responding to the health crises throughout Syria, WHO requested the dispatch of 150 metric tons of vital shipments of emergency health kits, trauma kits and surgical supply kits from their stockpile in Dubai. Another major user of the Dubai UNHRD was IrishAid, who sent 180 metric tons of blankets, tents, mattresses, kitchen sets, jerry cans and other goods for the Syrian people. Since the beginning of the Syria conflict in March 2011, UNHRD Dubai has facilitated the delivery of 46 shipments of relief items, with a total value of US$3.8 million. Key interventions in 2012 included emergencies in Burkina Faso, Mali, Mauritania and Niger, during which UNHRD Ghana dispatched 26 consignments of medicines, supplementary food and shelter items in response to the Sahel crisis. In times of natural disaster and conflict, communities easily become displaced, isolated and left without proper access to food, water and shelter. A rapid response can save lives, and air transport is often the only way to quickly move humanitarian supplies and personnel to where they are needed. Managed by WFP, the United Nations Humanitarian Air Service (UNHAS) provides efficient and reliable common air services to the entire humanitarian community upon request of the UN Country Team. UNHRD Dubai and Brindisi facilitated over 65 shipments to support relief efforts in the Syrian crisis. In collaboration with the Government of Spain, an additional strategic depot was established in Las Palmas toBody enhance text: emergency response in Western Africa and the Americas. 11 pt Georgia: Leading: 15 pt In 2012, UNHAS transported 353,365 passengers and 1,958 mt of cargo for 1,297 humanitarian organisations operating in Afghanistan, Central African Republic, Chad, Democratic Republic of Congo, Ethiopia, Ivory Coast, Mauritania, Niger/Mali, Somalia/Kenya, South Sudan, Sudan and Yemen. Serving as the only humanitarian link to many remote and insecure destinations around the world, UNHAS used an average of 50 aircraft per month to provide access to vulnerable and fragile populations in more than 270 destinations. , W D O \ % U L Q G L V L 8 $ ( 6 S D L Q / D V 3 D O P D'VX E D L 3 D Q D PD K D Q 3 D Q D P D & L W \* $F F U D D 0 D O D \ 6 X E D Q J V L D UNHAS 2012 at a glance 12 country operations 1,297 humanitarian organizations served 1,958 metric ton of cargo transported 353,365 humanitarian passengers transported 1/14 Anyone who has flown in an UNHAS aircraft has probably noticed a few things. Airstrips are often found in dusty or remote locations. Booking in advance is essential because, most of the time, flights 1/7 1/7 max width of page 20 WFP BRanding guidance Fighting Hunger Worldwide WFP brochures — example of cover and text pages Working Together to Solve hunger 21 WFP BRanding guidance WFP publications — example of fact sheet • WFP is the world’s largest humanitarian agency fighting hunger worldwide. Each year, on average, WFP feeds more than 90 million people in more than 70 countries. • WFP is also the UN logistics lifeline, saving lives through fast, efficient and effective emergency response. At any given time, WFP has 40 ships at sea, 60 aircraft in the sky and 5,000 trucks on the ground, moving food and other assistance to where it is needed most. • WFP has developed sophisticated early warning techniques to assess the need for food and nutritional support, meaning that its assistance is targeted to the poorest and most malnourished people. • WFP is funded entirely by voluntary donations. In 2011, WFP raised almost US$3.8billion. • WFP is scaling up the use of cash and vouchers that allow hungry people to purchase food themselves. Cash and vouchers are particularly useful where food is available in the marketplace, but people lack the resources to buy it. The number of these projects has increased from five in 2008 to 51 in 2011, reaching 4.4 million people. WFP is currently implementing cash and voucher programmes in 38 countries. • In 2011, WFP procured over 2.4 million metric tons of food valued at US$1.2 billion from 87 nations. About 71 per cent of this food was purchased in developing countries. • WFP is forging innovative partnerships to deliver and manage food assistance, including the use of debit cards, mobile phones and online facilities. • WFP partners with more than 2,100 non-governmental organizations to distribute food. August 2012 Fighting Hunger Worldwide 22 WFP BRanding guidance WFp led publication Third party led publication The WFP logo should be positioned on the left with partner next to it The WFP logo should be positioned in accordance with the guidance provided by lead partner 2012 WFP publications — examples of logo use in joint publications The State of Food Insecurity in the World For further clarification please contact [email protected] 23 WFP BRanding guidance 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. Home page 24 WFP BRanding guidance WFP stationery - letterheads and envelopes Combatte la Fame nel Mondo Fighting Hunger Worldwide letter - multi language letter - double language (english + local language) 110mm 20.5mm 12 letter - single language 1/14 of W 210=W 22 mm Fighting Hunger Worldwide 1/14 of W 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 12 small envelope Lutter contre la faim dans le monde reverse of envelope Via Cesare Giulio Viola, 68/70, 00148 Rome, Italy Telephone: +39 0665131 230mm Fax: +39 066590632/7 Via Cesare Giulio Viola, 68/70, 00148 Rome, Italy Telephone: +39 0665131 Fax: +39 066590632/7 25 Via Cesare Giulio Viola, 68/70, 00148 Rome, Italy Telephone: +39 0665131 Fax: +39 066590632/7 WFP BRanding guidance WFP stationery - envelopes templates S The template files are available on WFPgo at this link: http://go.wfp.org/web/wfpgo/publishingtools Standard dL envelope - 23 x 11cm 12 mm 12 mm Via Cesare Giulio Viola, 68/70, 00148 Rome, Italy logo - 24 x 89.5mm Font for address line - Verdana regular 8pt 17.5 mm 63 mm Fighting Hunger Worldwide F text - 17.5 x 63mm Scale 1:1.75 Font for ‘Fighting Hunger Worldwide’ - Georgia italic 12pt 26 WFP BRanding guidance WFP stationery - envelopes templates The template files are available on WFPgo at this link: http://go.wfp.org/web/wfpgo/publishingtools Standard c5 envelope - 23 x 16cm 12 mm 12 mm Via Cesare Giulio Viola, 68/70, 00148 Rome, Italy logo - 24 x 89.5mm Scale 1:1.5 Font for address line - Verdana regular 8pt 27 WFP BRanding guidance WFP stationery - envelopes templates The template files are available on WFPgo at this link: http://go.wfp.org/web/wfpgo/publishingtools Standard c4 envelope - 33 x 23cm 17 mm 17 mm Via Cesare Giulio Viola, 68/70, 00148 Rome, Italy logo - 34 x 128mm Scale 1:1.5 Font for address line - Verdana regular 12pt 28 WFP BRAnding guidAnce Email signature sample While not required, the use of e-mail ‘signatures’ is recommended especially for external communications and administrative messages. Identification of the sender should be made clear by inserting the following information under the body of the e-mail message in text form: first and last name, title, office, organization, telephone number(s), FoodSat and mobile, and e-mail. We encourage use of the WFP website address and tagline 'Fighting Hunger Worldwide'. See sample here. Go to WFPgo to download the email signature template. This directive from IT gives further guidance on the use of corporate IT systems. 29 WFP BRanding guidance business card and compliments slip Fighting Hunger Worldwide Jane doe Public information Officer communications division Via cesare giulio Viola, 68/70, 00148 Rome, italy Telephone: +39 066513 0000 Fax: +39 066513 0000 Mobile: +39 348 000 0000 [email protected] Communications Division TITLE OF CD 85 mm Fighting Hunger Worldwide With the compliments of 148 mm Fighting Hunger Worldwide 53 mm WFP’s business cards and compliment slips have been redesigned to give a stronger visual impact. wfp.org Via Cesare Giulio Viola, 68/70, 00148 Rome, Italy Telephone: +39 0665131 Fax: +39 066590632/7 E-mail: [email protected] optional reverse sides including url and qR code. For personalised options of the above please contact the Graphic Design and Publishing Unit. 30 105 mm WFP BRanding guidance Visiblity T-shirts and caps WFP encourages the use of the following revised visibility items to promote its image and messages. This page shows examples of logo applications on t-shirts and caps. The same can be produced in the logo colour options as defined on page 5. To order t-shirts and caps please contact:[email protected] To produce your own t-shirts locally please see: go.wfp.org/web/wfpgo/ logocollection to download the correct version of the logo. 31 WFP BRanding guidance Visiblity Flags and stickers Examples of English flags and stickers are set out below. These can also be produced in the other language version logos and in the reverse white on WFP blue option. To order flags and stickers please contact UNHRD customer service at [email protected] Flags Stickers In difficult security situations, for immediate identification, the WFP abbreviation can be used in the appropriate language. 32 WFP BRanding guidance banners and signs Examples of signage using the new branding. Vivres pour l’Education de base: «alimenter l’espoire d’un avenir meilleur» 120.000 bénéficiaries à travers le mali Lutter contre la faim dans le monde Large scale banner Ministère de l’Éducation de l’Alphabétisation et des Langues Nationales Road side signage for Mali Co 33 WFP BRanding guidance internal logos In trying to create a unified identity for WFP, the use of internal ‘logos’ is now no longer encouraged. If you feel that your division/unit needs an ‘identifier’ that works with the current WFP branding then please contact [email protected] 34 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 cOmmUnicaTiOnS diViSiOn WORld FOOd PROgRaMMe Via c. g. Viola, 68/70 - 00148 Rome, italy e-mail: [email protected]
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