Brand Guidelines 2010
BRAC Brand Guidelines 2010
Welcome to BRAC
The aim of our brand identity is to define a more powerful, compelling and different way of talking about BRAC. To focus on what the brand stands for and communicate what we do and say to our target audiences in a way that helps people recognise that BRAC is different and effective, relevant and appealing.
Contents
Our Identity Organisational Descriptor Our Vision Our Positioning Our Values Our Personality Essence Identity Elements Basic Elements Symbol and Logotype Exclusion Zone Recommended Sizes Symbol and Logotype Positioning Symbol and Logotype Usage Colours Typefaces Applying the Identity Identity Application Letterhead Compliment Slip Business Card Report Cover Folder Leaflets Website Sign
1 1.1 1.2 1.3 1.4 1.5 1.6 2 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 3 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9
Our Identity 1
BRAC Brand Guidelines 2010
Organisational Descriptor
1.1
Everyone has the right to realise their own potential.This requires building confidence and self-reliance in every individual. Those in poverty need our support to make this possible.
BRAC Brand Guidelines 2010
Our Vision
1.2
A world free from all forms of exploitation and discrimination where everyone has the opportunity to realise their potential.
BRAC Brand Guidelines 2010
Our Positioning
1.3
Changing lives - Realising Potential BRAC achieves large scale, rapid change by working with individuals, families, communities and institutions to overcome poverty. Our approach is comprehensive - with financial services, capacity building and livelihood development as well as health, education and social justice - enabling people to realise their potential. Through continuous innovation to introduce more cost effective solutions and adapting them for greater effectiveness, we scale up for immediate and lasting change. We are pioneering a new kind of organisation, which integrates development programmes with social enterprises and enables BRAC and individuals to become self-reliant. While using our southern based knowledge and expertise, we are constantly learning from people, communities and countries where we work.
BRAC Brand Guidelines 2010
Our Values
1.4
The behaviours and decision making factors that make BRAC different and special.
Innovation Integrity Inclusiveness Effectiveness
BRAC Brand Guidelines 2010
Our Personality
1.5
Our values shape our personality traits and our brand personality is how we express our values through our behaviour, actions and words. Our personality is:
Visionary Engaging Fair Resourceful Courageous
BRAC Brand Guidelines 2010
Brand Essence
1.6
Our Brand Essence is the summation of what the brand does above and beyond the everyday activities of the organisation. It becomes the platform, a focus that brings the personality alive - through actions and communications. It is not a strapline or a single communication but a starting point from which the messages and look and feel of the brand should build from and build to.
Realising potential
Identity Elements 2
BRAC Brand Guidelines 2010
Basic Elements
2.1
Our brand is made up of a number of elements that, when combined, create a powerful brand identity. Certain elements are fixed across all communications, these are; logotype, colours and typefaces. Being an international organisation with presence across many countries and cultures, it is important that the local flavour is not lost whilst being consistent and adhering to the brand guidelines.
Aa
Realising potential
BRAC Brand Guidelines 2010
Symbol and Logotype
2.2
Our logotype must endorse all the communications we create. It is strong, direct and robust. On no account must the logotype ever be redrawn or modified, nor translated.
BRAC Brand Guidelines 2010
Exclusion Zone and Recommended Sizes
2.3
To make sure the logo has maximum standout, always refer to the exclusion zone illustrated here which prevents other graphic elements from interfering with the integrity of the logotype. The exclusion zone around the logotype is the height and width of the circle taken from the symbol, as shown below. Always reproduce the precise positioning of the logotype shown here.
BRAC Brand Guidelines 2010
Recommended Sizes
2.4
Always reproduce the proportions of the logotype elements in the set relationship shown here.
1 Logotype at a width of 75mm, to be used on A3 posters/ documents etc. 2 Logotype at a width of 65mm, to be used on brochures set at 300mm x 240mm. 3 Logotype at a width of 60mm, to be used on folder set at 305mm x 215mm. 4 Logotype at a width of 55mm, to be used on A4 documents etc. 5 Logotype at a width of 45mm, to be used on A5 documents etc.
6 Logotype at a width of 39mm. This size is used on the business card. Other sizes Logotype at a width of 154mm, to be used on A1 posters etc.
Logotype at a width of 110mm, to be used on A2 posters etc. Logotype at a width of 42.5mm to be used on Double sided business cards.
BRAC Brand Guidelines 2010
Logotype Positioning
2.5
73.5 10
75
A3 (measurements in millimetres)
50 8
55
A4 (measurements in millimetres)
33 5
45
A5 (measurements in millimetres)
BRAC Brand Guidelines 2010
Symbol and Logotype Usage
2.5
The BRAC logotype, when used in colour, should always be in Magenta (see section 2.6 for full details on colour). However, there needs to be some flexibility with the usage to suit various purposes and applications. We recommend you follow the following guidelines to ensure that the logotype still stands out without compromising the brand integrity.
1 The logotype should appear in magenta, wherever possible. 2 The logotype should always reverse white out of a coloured background. Never use a full colour logotype on a coloured background. The background should never be a tint percentage of the colour. 3 When the logotype cannot be used in the corporate magenta, due to budget etc., the logotype should appear in black, when on white. 4 The logotype should reverse white out when used on a black background, if the budget does not allow the use of the corporate magenta as the background colour. 5 The logotype should always reverse white out of a colour image, that has a dark or busy colourful background. 6 A reversed white out logo should always be used when on a black and white image that has a dark contrasted background. If the black and white image used has a lighter background to it, a black logo should be used. 7 The logotype should appear in magenta when placed onto colour images when the background is of a complimentary lighter colour and does not overpower the logotype. 8 If the logotype is placed onto a pale colour image a black logotype may also be used.
BRAC Brand Guidelines 2010
Colours
2.6
Primary Colour Our core colour is magenta and this should continue to be used. The chosen magenta is at 100%.
Pantone Magenta C:0 M : 100 Y :0 K :0
Secondary Colours As part of our colour palette we have a series of colours that can be used to support the primary colour.
Pantone 7405C C :0 M : 11 Y : 97 K :2 Pantone 137C C :0 M : 46 Y : 100 K :0 Pantone 381C C : 29 M: 0 Y : 96 K :0
Pantone 2593C C : 67 M : 92 Y :0 K :0
Pantone 298C C : 67 M: 2 Y :0 K :0
Pantone Cool Gray 11C C :0 M: 2 Y :0 K : 68
BRAC Brand Guidelines 2010
Colours (continued)
2.6
Websafe Colours Below are the websafe colours we recommend as an extension of the brand colours for print. As each computer screen is configured differently, there is no one magenta (for example) that will represent the same on all. It may appear brighter or duller depending on the calibration of the screen. However, we have chosen the following to best reflect our primary and secondary colours. Black and white can also used be used to complete the colour palette. Websafe Primary
R : 209 G:0 B : 116
Websafe Secondary
R : 236 G : 194 B:0 R : 255 G : 161 B:0 R : 128 G : 55 B : 155
R : 61 G : 183 B : 228
R : 201 G : 214 B:0
R : 77 G : 79 B : 83
BRAC Brand Guidelines 2010
Typefaces
2.7
Primary Typeface The BRAC primary typeface is Helvetica Neue. This provides a family of fonts which are available in a number of weights that allow versatility across a wide range of designed and printed applications. Helvetica Neue is one of the most widely available typefaces, meeting all requirements for legibility and accessibility across the world. It conforms to the highest DDA standards as set by European Union disability legislation.
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;!@$%&*?)
Helvetica Neue (OTF) 45 Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;!@$%&*?)
Helvetica Neue (OTF) 65 Medium
BRAC Brand Guidelines 2010
Typefaces (continued)
2.7
Default Typeface If Helvetica Neue is not available, a default typeface, Arial, is recommended for use on internally produced documents, e.g. Word templates, Powerpoint, email and the body of letters and memos. This typeface has similar characteristics toHelvetica Neue and will work in sympathy with it. It also conforms to DDA legislation as set by the European Union.
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;!@$%&*?)
Arial Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;!@$%&*?)
Arial Bold
BRAC Brand Guidelines 2010
Typefaces (continued)
2.7
Web Typeface Arial is the type for use on websites. It is very similar to Helvetica Neue, but more commonly used online.
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;!@$%&*?)
Arial Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;!@$%&*?)
Arial Bold
Applying the Identity 3
BRAC Brand Guidelines 2010
Identity Application
3.1
Now that you are familiar with the basic elements of the BRAC identity, the following are some examples of how these can be brought to life. This section details and demonstrates all you need to know to build our brand communications. The aim for BRAC internationally, is to deliver a consistent and integrated brand identity across all its communications, regardless of the media. The identity elements used vary according to the type of communication. Elements such as the logotype, colour and typeface should be considered as the constants and should always be used on our communications. Elements such as the imagery, patterns, words as visual elements and the secondary colour palette are the flexibles. These elements dont have to be used. Their relevance varies according to the platform for communication. Remember, less is more - do not confuse the audience by using too many elements or elements that do not work together. Within our basic elements are all the ingredients you may require to deliver the necessary levels of brand presence for any piece of communication. The following items are available as digital templates: Letterhead, Compliment Slip and Business Card.
BRAC Brand Guidelines 2010
Letterhead
3.2
40 8
55
115
44
47
Neil Walker CDT Design 5052 Wharf Road London N1 7EU UK Date 1 Month 2009 Ref ABC123
Letterhead templates should be laser printed onto pre-printed headed paper (white stock). The stock for the letterhead should be 120 gsm. Example shown here at 100% (when the Guidelines are printed at full size of A3). Measurements are shown in millimetres and start from the mark which precedes the figure. The relevant country address and registered office details should be used. BRAC logotype This has been specially drawn and is available form BRAC. Prints Pantone Magenta Programme name 8pt/10pt Helvetica Neue 65 Medium Prints Pantone Magenta Address details 8pt/10pt Helvetica Neue 45 Light Prints Pantone Black Registration details 8pt/10pt Helvetica Neue 45 Light Prints Pantone Black Addressee details 10pt/12pt Arial Body text 10pt/12pt Arial
Salutation Lore ming ex esequam nim nulpute et diatem zzriliquat amet volutat ismodolor in utpat prat, quissit nibh et prat, sum dit prate faccum ilismolore velit, con elit ut ing exer summolor in hent lum zzrilit incilis non ulpute accum ipis num nos augiamet dit nonse etum autate modipit prat. Qui er si te erat autat vendreet elent loreetuero dolor aute commy niamconse tet augait, sum alit vel ullam do corerit augait, summodo loborti sciliquis num dolorpe rcipsum nonsenisl ut nim acillum voloreet ad delit, sed ex ea consecte tis autem velessectem inim ent nullam, vulputpat incin exer. Se modolortie delis nibh et lobortin utat, conum in er iriuscip ea facilla conse digna consequ atueros etummolobor secte commodit vel eu faccummy nulput la facillum ipit, conulla atue commolor sectem zzrit prat, senim venibh eros er ad et ex exeratisl iureriu. Scipissim amcorem in erat, quat augue ver suscidunt nos nulluptat lutat ver sum nonullu msandreetue consequatie magnis exeraesequis nonullam euipsummy nos nim zzriliq uametue volum illandipis endio od magnibh eugiatiniat, con etum dolestisl utat il utpat la acipsustio esto eugait iure tie facin exero odipsus ciduis acin henit aut vullaorper ing et, quisim eugue etum vullaoreet aliquis cidunt diam vullamc onulput augait praesequat. Met wisl endionsed tat velenibh ea amet niat. Ut loborem irit num nos amet, sum illa ate dolore enis adipsum non ulluptat. Ed molor sum nim zzriliq uissi. Nulputem incipisis niatum zzrillam do dolore doloborpero dunt autem augiam, sit augiam alis nisi te faciniat. Ommodolore magnit eum exerci ex eriure vel utem zzril dipisisl ilisl diam, velent praesto dolorpero dolore consenim zzrit iure exer suscipi scipis aut eu faccumsandre velesed dip ea autpat. Iquat lam do odolum nostie mincing et in utpatie eugait nullaore magna feugiamet lore. Complimentary close
175.75
A. N. Other
16.25
BRAC BRAC Centre 75 Mohakhali Dhaka 1212 Bangladesh
T: +88 02 9881265 F: +88 02 8823542 E: info@brac.net W: www.brac.net
Registered in Bangladesh under The Societies Registration Act of 1860
BRAC Brand Guidelines 2010
Compliment Slip
3.3
40 8
55
115
60.25
Compliment slips should not be used as a substitute for a letter. They should be produced on white paper stock. The stock for the compliment slip should be xxxgsm. Example shown here at 100% (when the Guidelines are printed at full size of A3). Measurements are shown in millimetres and start from the mark which precedes the figure. The relevant country address details should be used. BRAC logotype This has been specially drawn and is available form BRAC. Prints Magenta
T: +88 02 9881265 F: +88 02 8823542 E: info@brac.net W: www.brac.net Registered in Bangladesh under The Societies Registration Act of 1860
8.5
With compliments BRAC BRAC Centre 75 Mohakhali Dhaka 1212 Bangladesh
16.25
With compliments 8pt/10pt Helvetica Neue 65 Medium Prints Pantone Black Programme name 8pt/10pt Helvetica Neue 65 Medium Prints Pantone Magenta Address details 8pt/10pt Helvetica Neue 45 Light Prints Pantone Black Registration details 8pt/10pt Helvetica Neue 45 Light Prints Pantone Black
BRAC Brand Guidelines 2010
Business Card
3.4
Single sided business card
12.5 3.5 39 38.5
1 Single Sided business card 2 Single Colour business card 3 Front of BRAC business card 4 Reverse of BRAC business card.
19
Ishraq Dhaly
Global Brand Manager
27
BRAC
BRAC Centre 75 Mohakhali Dhaka 1212 Bangladesh T : +880 2 9881265 Ext 2105 M : +88 01712 065849 E : ishraq.d@brac.net W: www.brac.net
4.5
Business cards should be produced on white paper stock, which should be 300gsm. Example of front and reverse of business cards shown here at 100% (when the Guidelines are printed at full size of A3). Measurements are shown in millimetres and start from the mark which precedes the figure. Name 7.5pt/10pt Helvetica Neue 65 Medium Prints Pantone Black Job description 7.5pt/10pt Helvetica Neue 45 Light Prints Pantone Black Programme name 7.5pt/10pt Helvetica Neue 65 Medium Prints Pantone Magenta Address details 7.5pt/10pt Helvetica Neue 45 Light Prints Pantone Black BRAC logotype This has been specially drawn and is available from BRAC. Prints Pantone Magenta Single colour print Prints Pantone Black
17 4.5 34 34
Single colour business card
12.5 3.5 39 38.5
19
Ishraq Dhaly
Global Brand Manager
27
BRAC
BRAC Centre 75 Mohakhali Dhaka 1212 Bangladesh T : +880 2 9881265 Ext 2105 M : +88 01712 065849 E : ishraq.d@brac.net W: www.brac.net
4.5
Double sided business card
4.5 4.5 5.75 53.25
Ishraq Dhaly Global Brand Manager
14.25
21.75
5.75 12.75
BRAC BRAC Centre 75 Mohakhali Dhaka Bangladesh T +88 02 9881265 E ishraq.d@brac.net www.brac.net
36.5
4.5
BRAC Brand Guidelines 2010
Report Cover
3.5
55
65
120
10
The stock for reports should be white, 300gsm for the cover and 170gsm for the text pages. The stock where possible should be from sustainable souces.
290
Realising our potential
Annual Report & Accounts 2010
BRAC Brand Guidelines 2010
Folder Cover
3.6
47.5 8
60
107.5
Front cover of BRAC folder The stock for the folder should be white 300gsm. The stock where possible should be from sustainable souces.
Realising our potential
297
BRAC Brand Guidelines 2010
Folder Inside
3.6
107.5
107.5
Inside of BRAC folder
Our vision is of a just, enlightened, healthy and democratic world free from poverty, environmental degradation and all forms of discrimination and exploitation. A world where everyone has the opportunity to realise their potential.
The stock for the folder should be white 300gsm. The stock where possible should be from sustainable souces.
297
BRAC Centre 75 Mohakhali Dhaka
T +88029881265 F +88028823542
E public-affairs@brac. net www.brac.net
BRAC Brand Guidelines 2010
Leaflets
3.7
5 6
17
55
27
The stock for leaflets should be white, 250gsm for the cover and 150gsm for the text pages. The stock where possible should be from sustainable souces. BRAC logotype This has been specially drawn and is available form BRAC. Prints reverse white out Main Title 24pt/24pt Helvetica Neue 65 Medium Prints reverse white out Sub title 16pt Helvetica Neue 65 Medium Prints reverse white out Country 10pt Helvetica Neue 65 Medium Prints reverse white out
282
Challenging the frontier of poverty In Afghanistan
Empowerment of Young Women Uganda
Microfinance
8
BRAC Microfinance Afghanistan
Education Education
BRAC Brand Guidelines 2010
Website
3.8
BRAC Brand Guidelines 2010
Website
3.8
BRAC Brand Guidelines 2010
Sign
3.9
1. Grid Pattern
Ratio 5 : 3
X
1 2 3 4 5 6 7 8 9
1 2 3 4 5 6 7 8 9
10 11 12 13 14 15 16 17 18 19 20
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Location
BRAC Brand Guidelines 2010
Sign
3.9
2. Completed signboard: Local
3. Example of a BRAC School signboard: Local
yJ~hrJmJh oiq VJ\LkMr xhr VJ\LkMr xrTJr IjMPoJKhf
s mqJT u
4. Example of two office names on one signboard: Local
BRAC Brand Guidelines 2010
Sign
3.9
5. Completed signboard: International
Location
6. Example of a BRAC School signboard: International
BRAC School
Location Government Approved
7. Example of two office names on one signboard: International
BRAC Training and Resource Centre BRAC Area Office
Location
BRAC Brand Guidelines 2010
Co-branding
4.0
1. Logo with minimum exclusion zone
1. In all cases of usage, original logo artwork should be used with the minimum exclusion zone rule 2. While using the logo of BRAC, it is important to remember that we have specific usage guides of the original Magenta logo, the black logo and the reverse white logo. 3. The minimum size of the logo is of a width of 18mm.
2. Logotype Usage
3. Minimum logo size
18mm
BRAC Brand Guidelines 2010
Co-branding
4.0
4. Descriptor
When co-branding is used, it usually depends on the relationship we have with the relevant partner or donor.
or
In partnership with Supported by
It will either be an initiative instigated by BRAC or one in which we will participate. 4. The following descriptors should be used in the context of the particular initiative: In partnership with (LOGO) or Supported by (LOGO) 5. BRAC SUPPORTING A PARTNERS INITIATIVE: In the case where the partner/donor is the primary brand and BRAC is the secondary brand, the primary brand would be leading (i.e. in terms of placement, it would be in the header), without any descriptor and the secondary BRAC brand would be following (i.e. in terms of placement, it would be in the footer), with the specific descriptor. If there are multiple secondary brands, BRAC logo should, wherever possible, be placed extreme left. Equal weight to all logos should be given i.e. same length or size. 6. A BRAC INITIATIVE: In the case where BRAC is the primary brand and donor/partner is the secondary brand, the primary brand would be leading (i.e. in terms of placement, it would be in the header), without any descriptor and the secondary brand would be following (i.e. in terms of placement, it would be in the footer), with the specific descriptor.
5. Partners Initiative
primary brand
secondary brand 1
secondary brand 2
6. BRAC Initiative
descriptor
descriptor
secondary brand 1
secondary brand 2
BRAC Brand Guidelines 2010
Co-branding
4.0
7. Hierarchy
Govt
Donor Partner
7. Whether used on a panel area in the header or footer, if there are any logo hierarchy rules, then they should be adhered to, i.e. Government, then Donor, then Implementing Partner 8. When BRAC sponsors an event or activity, the following descriptor should be used: Sponsored by (LOGO). In terms of placement, BRAC logo should, wherever possible, be placed extreme left, footer position. 9. When BRAC is co-organizing an event or activity, the following descriptor should be used: Organized by (LOGO). In terms of placement, BRAC logo should, wherever possible, be placed extreme left (if there are more than one partners).
8. Sponsorship
Sponsored by
Donor
Partner
9. Co-organizing
Organized by
Donor
Partner
