Amnesty International Australia
Branding
guidelines
Updated: July 2013
CONTents
Introduction............................................................................. 2
What is a brand?....................................................................... 2
Legal notes.............................................................................. 3
Our logo
1.Logo – lock-up.......................................................... 4
2. Logo – colour versions.............................................. 5
3. Logo – positioning.................................................... 6
4. The candle.............................................................. 7
The action panel....................................................................... 8
Colour use
1. Primary colours – yellow........................................... 9
2. Primary colours – black, white, greys.......................... 9
3. Secondary colours.................................................. 10
Font
1. Design font - Amnesty trade gothic.......................... 12
2. Other fonts............................................................ 13
Photography........................................................................... 14
Illustrations and infographics................................................... 16
1
INTRODUCTION
What is a brand?
These branding guidelines are adapted for Australian purposes from the
International Secretariat’s draft GI 2 guidelines. The following guidelines will
be reviewed once IS GI 2 is rolled out.
What is a brand?
For any questions on this guide, or for specific brand advice on your project,
please contact the brand and marketing department at:
publications@amnesty.org.au
A brand is not just a logo. It defines who we are as an organisation. It is how
we convey our values and our mission and gives us our our reputation.
Why is our brand important?
Without a strong and consistent brand our work is much harder. Organisations
with strong brands perform better.
Complementary materials
This guide complements the Amnesty International Australia Style Guide,
which details how we write communications. Please also read this.
All logos, letterheads and template files are available on the activist portal
here, or copy and paste this link into your browser:
https://sites.google.com/a/amnesty.org.au/aia-activist-portal/trainingdevelopment
Good branding:
•
Delivers our story clearly. A brand communicates without saying anything,
because people already know the values and characteristics associated
with it. Our values help attract our audience and motivate them.
•
Confirms our credibility, reliability and trustworthiness. People are more
likely to listen to a strong brand they trust.
•
Connects to our audiences emotionally. Emotion trumps logic most of the
time.
•
Helps us be remembered. If we are remembered, and for good reasons,
people are more likely take the next action, come to another event, donate
again.
2
LEGAL NOTEs
•
•
Influences customer preference. There is always more than one choice
when deciding on a service. A strong, credible brand distinguishes us from
competitors.
Creates brand loyalty. This occurs when a brand has made such an impact
on a person that they choose it every time, despite claims from other
brands. Those that are loyal to us take our actions every time, are longterm financial donors etc.
The key to a good brand
•
•
Be consistent. Our messages must feel like they come from the same
messenger. If we are inconsistent, then it is hard to identify us and even
harder to trust us.
Use it internally and externally. All our operations should reflect our brand
– otherwise the brand will become disconnected and result in confusion
and distrust.
Use of Amnesty International Australia and ABN with logo
The full name and ABN written as “Amnesty International Australia ABN 64
002 806 233” as well as the logo, must be included somewhere on any public
documents. This is particularly important in relation to fundraising materials,
where there must be no doubt that people are giving their money to Amnesty
International Australia and not Amnesty International.
Examples of where the full name and ABN are required include: Letterhead,
brochures and appeals, annual reports and notices of meetings, and any
campaign materials that are accompanied by a request for money. It is not
necessary for the web.
If in doubt ensure the full name and ABN appear somewhere on the
document, and definitely as part of any fundraising form in the document.
Supply of logo to external organisations
The logo should only be supplied for use by external organisations after
checking with the communications coordinator. You must ensure that the
usage is to the benefit of Amnesty International and will not be used to
promote activities or ideas outside of Amnesty International’s values, or be
used by another organisation for commercial gain. Always keep a record of the
approval and usage. Usually you would supply the yellow logo lock-up.
3
OUR LOGO
1. Logo LOCK-UP
is the
logo
lock-up.
The
The Amnesty LogoThis
is made
up new
of two
elements
– the
‘wordmark’ and the
proportions
of
the
wordmark
and
the
‘candle’ – and sits in a yellow box.
candle are the same as before but we
These elements always
together
in a fixed inbetween
size/position relationship,
have appear
amended
the distance
and must not be separated
them. or distorted in any way.
The logo must never be redrawn or changed in any way, always use the master
artworks supplied.The Amnesty Logo is made up of two
elements – the ‘Wordmark’ and the ‘Candle’,
1.5 x
The candle symbolascombines
thethis
barbed
oppression
with the light of
shown on
pagewire
andofsits
in a yellow
hope. This is a hugely
powerful
icon
for
Amnesty
International,
recognised by
box.
millions around the world.
The candle symbol combines the barbed
Where to get it wire of oppression with the light of hope.
This, of course, is a hugely powerful icon
for Amnesty International, recognized by
https://sites.google.com/a/amnesty.org.au/aia-activist-portal/trainingmillions around the world.
From the activist portal here, or copy and paste this link into your browser:
development
These elements always appear together in
Other languages a fixed size/position relationship, and must
x
2.5 x
x
2x
not be separated or distorted in any way.
The logo exists in four language versions: English, Spanish, French and
Arabic. Contact the brand and marketing department if you require a different
language version. 6
4
OUR LOGO
Our LOGO
2. LOGO – COLOUR
cOLOur
VErsIONs
Colour
Our logo should appear on a yellow background wherever possible. The black
and white versions may be used for black and white documents.
The logo cannot be used in any other colours – including yellow writing
on black or white backgrounds, or a black logo over an image. If you
believe you have a valid reason to change the logo, refer the request to the
communications coordinator.
Where to get them
Black negative
From the activist portal here, or copy and paste this link into your browser:
https://sites.google.com/a/amnesty.org.au/aia-activist-portal/trainingdevelopment
Always use the master files on the activist portal.
Black
5
ITIONING
LOGO
3. LOGO – POSITIONING
OUR LOGO
The new logo lock-up means the candle and wordmark are never separated.
Generally the logo lock-up is positioned to the right of covers and posters, and
always in the bottom right corner of action panels.
Note for designers: The lock-up spacing allows us to use the logo bleeding
to the right without the candle falling off the page. Depending on where it is
positioned, you may need to add bleed to the sides.
new logo lock-up. The
s of the wordmark and the
the same as before but we
ded the distance inbetween
allows us to use the logo
o the right hand side page
e candle falling off the page.
ority of comms, the logo usage
a yellow square. Depending
’s positioned, you have to add
e sides.
6
OUR LOGO
ThE cANDLE
4. THE CANDLE
Beside the logo lock-up, the candle on its own can be used for artistic
applications eg:
•
poster artwork
•
t-shirt designs
•
illustrations
•
merchandise
•
on its own on placards.
Never use the candle:
•
as the general logo on documents – always use the logo lock-up
•
separated on a page from the wordmark – always use the logo lock-up
•
in a textual way eg a replacement for ‘I’ in words.
Beside the logo lock-up we encourage the
use of the candle on its own whenever it
is appropriate. The candle should never be
used in a decorative way, it’s a powerful
symbol and should only be used in
that way.
11
7
EXAmPLEs
THE ACTION PANEL
Gaza and Southern Israel
JusTIcE fOr
VIcTIms
Gaza and Southern Israel
JusTIcE fOr
VIcTIms
There might be occasions when we want to use more yellow to grab attention.
One option is to extend the dimensions of the yellow logo box to create an
‘action panel’.
The action panel:
•
Has the logo lock-up in the bottom right hand corner.
•
Is yellow.
•
Carries a short headline that conveys outrage. Try to use no more than six
words.
•
Has an optional subheading – a slogan or campaign name. The slogan or
campaign name should call to action and be hopeful.
•
Always has straight sides and is square or rectangular. The panel size
should be determined by the image and the amount of copy.25
•
•
Gaza and Southern Israel
JusTIcE fOr
VIcTIms
Gaza and Southern Israel
JusTIcE fOr
VIcTIms
EXAmPLEs
Has a clear internal margin between inside elements and the edges. The
internal margins should be equal on all sides of the panel and used to
align content.
Always has the headlines and text left aligned.
Report
To shorten titles,
indicate the
country above
the title in a
smaller font size.
That will help
to avoid lengthy
titles.
Iraq
WOmEN TrAPPED
BY VIOLENcE
Campaign Digest
Use different
formats to
differentiate
differnt levels of
communication.
Alongside A4
reports you could
have Summaries
in A5.
Trapped by violence:
Women in Iraq
To cus accupta cus eos reprae necatempor as dolore
inis aut pa doluptatur, ut ipsandame vention corem
ipitatia consero optatios voloreperum et reptaquisse
ne volorep reruntet aut esciet escieni voleniet molecab oreheni hilignim eos acea doles aliteserat.
8
26
COLOURS
PrImArY
cOLOurs
1. PRIMARY COLOURS – YELLOW
ON SCREEN
AmNEsTY
YELLOW
4 cOLOur PrOcEss
c:0 m:0 Y:100 K:0
ONfff300
scrEEN
ffff00
R: 255
G: 243 B: 0
WhITE
4 cOLOur PrOcEss
c:0 m:0 Y:0 K:0
ON scrEEN
ffffff
AmNEsTY
BLAcK
4 cOLOur PrOcEss
c:0 m:0 Y:0 K:100
ON scrEEN
000000
AmNEsTY
WArm GrAY 7
c:0 m:9 Y:14 K:44
AmNEsTY
WArm GrAY 10
c:0 m:20 Y:28 K:66
Yellow is emblematic of Amnesty International. It is a very strong and
successful tool that unites and strengthens us around the globe.
Yellow is the colour of urgency, but also the colour of hope.
Use yellow:
•
to show urgency or importance
•
to stand out
•
for action panels
•
for information we want to stand out in documents.
2. PRIMARY COLOURS – BLACK, WHITE AND GREYS
Black, white and greys give the yellow and the secondary colours breathing
space.
Our colour palette has two levels, a
primary and secondary palette. The
• secondary
Black type palette
should be
usedtoon
top of yellow.the
aims
complement
more
to
• primary
Grey typeyellow
works and
very gives
well on
whiteflexibility
backgrounds.
comms.
• our
White
type can be used on dark backgrounds (sparingly – large amounts of
For typography
white text is hard to read).
The main colour in the primary palette is
yellow. All our comms should include the
• colour
Besidesyellow
yellow–you
can alsoout
useand
black,
white and greys for background
it stands
is easily
colour, although it is preferable to keep ‘action panels’ in yellow.
recognisable as Amnesty.
For backgrounds
12
AmNEsTY
WArm GrAY 3
c:0 m:4 Y:9 K:21
9
COLOURS
3. SECONDARY COLOURS
sEcONDArY
cOLOurs
There is a limited amount of secondary colours for professional designers to
use.
PANTONE
199
PANTONE
2593
PANTONE
383
PANTONE
647
PANTONE
299
70%
70%
70%
70%
70%
PANTONE
199
Colours in the secondary palette are multi-coloured, warm and bright. They
complement and work alongside the yellow but should be used sparingly and
only if there is a reason to use a secondary colour.
cmYK 0/100/60/0
hEX #ff0033
Colours in the secondary palette are
multi coloured, warm and bright. They
complement and work alongside the yellow
and should be used sparingly and only if
PANTONE
PANTONE
PANTONE
383 or reason to use647
2593 there is a function
a
cmYK 84/51/0/32
cmYK 28/0/100/19
cmYK 70/98/0/0
secondary colour.
hEX #990099
quotes, subheadings and grab text in members’magazines and web
pages
•
web navigation
•
merchandise
•
illustrations and artistic designs.
Any other use of secondary PANTONE
colours must bePANTONE
approved by thePANTONE
brand and
383
199
2593
marketing team.
70%
70%
70%
hEX #003366
cmYK 82/10/0/0
hEX #0099cc
To create more depth you could also use
tints of the secondary colours to soften
them or add black to get some deeper tones
as shown below.
Secondary colours can be used for:
•
hEX #99cc00
PANTONE
299
cmYK 0/100/60/30
cmYK 70/98/0/30
cmYK 28/0/100/49
15
PANTONE
647
PANTONE
299
PANTONE
219
PANTONE
717
70%
70%
70%
70%
cmYK 84/51/0/32
cmYK 82/10/0/30
PANTONE
362
70%
Note for designers: To create more depth you could also use tints of the
secondary colours to soften them or add black to get some deeper tones.
15
PANTONE
199
PANTONE
2593
PANTONE
383
PANTONE
647
PANTONE
299
PANTONE
219
PANTONE
717
PANTONE
362
cmYK 0/100/60/0
cmYK 70/98/0/0
cmYK 28/0/100/19
cmYK 84/51/0/32
cmYK 82/10/0/0
cmYK 5/95/0/0
cmYK 0/60/91/1
cmYK 75/0/90/2
hEX #ff0033
hEX #990099
hEX #99cc00
hEX #003366
hEX #0099cc
hEX #ff0099
ff9900
hEX #339933
cmYK 0/100/60/30
cmYK 70/98/0/30
cmYK 28/0/100/49
cmYK 84/51/0/32
cmYK 82/10/0/30
cmYK 5/95/0/30
cmYK 0/60/91/31
cmYK 75/0/90/32
10
COLOURS
sEcONDArY cOLOurs
TImE fOr
JusTIcE
DETENTIONs
uNDEr ThE
JAmmu AND
KAshmIr
PuBLIc
sAfETY AcT
DONT’s
TImE fOr
JusTIcE
TImE fOr
JusTIcE
DETENTIONs
uNDEr ThE
JAmmu AND
KAshmIr
PuBLIc
sAfETY AcT
TImE fOr
JusTIcE
DETENTIONs
uNDEr ThE
JAmmu AND
KAshmIr
PuBLIc
sAfETY AcT
Don’t use
secondary
colours on
top of yellow!
Don’t use
secondary
colours as a
background
colour for covers.
Don’t try to use
them all at the
same time, start
with one...
amnesty.org
Don’t use secondary
colours for headlines
or on top of yellow!
TImE fOr
JusTIcE
DETENTIONs uNDEr
ThE JAmmu AND
KAshmIr PuBLIc
sAfETY AcT
Don’t use
secondary
colours without
yellow.
Don’t use colour
for the action
panel!
TImE fOr
JusTIcE
DETENTIONs uNDEr
ThE JAmmu AND
KAshmIr PuBLIc
sAfETY AcT
Version C
2.5 candle widths
17
Don’t use the
logo without
a yellow
background!
11
FONT
1. DESIGN FONT
The brand typeface is Amnesty Trade Gothic – created especially for us. Use
this font when having documents professionally designed and printed.
Important: If you use Amnesty Trade Gothic font and your document is to be
transmitted electronically, it is extremely unlikely that the recipients will have
this font, which means your document will come out in a default font over
which you have no control. Or worse, symbols will replace some of the letters.
To fix this, PDF your document before sending. All external documents should
be PDFd. If your document cannot be PDFd (eg for editing or layout) and it is
for electronic transmission, use the secondary fonts below.
How to use it
Amnesty Trade Gothic Bold Condensed No 20
•
Sharp, clear to read and when used in headlines in uppercase gives
urgency, power and directness.
•
Main headings should always be in uppercase and in Trade Gothic Bold
Condensed [No.20]. Always align the headlines and text to the left.
•
Do not use Amnesty Trade Gothic Condensed unless it is used in bold and
uppercase. It starts to look very institutional and becomes more difficult to
read.
Amnesty Trade Gothic Bold No 2
•
Calmer but still very confident and positive.
•
used for sub-headlines. Align the headlines and text to the left.
•
Use for emphasis on words.
Amnesty Trade Gothic Roman or Light
•
Easier to read over large amounts of text.
•
These can be used for continuous text. You can use Trade Gothic Bold
[No.2] for emphasis.
Amnesty Trade Gothic
Bold Condensed No 20
CAPS
Maximum word count: 10
Primary colours
No secondary colours
BIG HEADLINE
SMALL HEADLINE
SMALL HEADLINE IN RUNNING TEXT
Amnesty Trade Gothic
Bold No 2
CAPS or Sentence case
Maximum word count: 20
Primary colours plus secondary
colours
Smaller headline or sub-headline
Amnesty Trade Gothic
Roman or Light
Sentence case
Body copy
Mainly black and greys
Trade Gothic Roman. Hil mincto volore
quatium quaeperchil imagnat enecusa nes
re, consequi omnisim aiorum comnimus
illorrore, sed quam ipsam excepel landis
aperuptat ma et quis anihitenis molore
nistem qui quo blabo.
Smaller headlines in running text
Trade Gothic Light. Hil mincto volore
quatium quaeperchil imagnat enecusa nes
re, consequi omnisim aiorum comnimus
illorrore, sed quam ipsam excepel landis
aperuptat ma et quis anihitenis molore
nistem qui quo blabo.
12
FONT
How to pass Amnesty Trade Gothic on to designers and printers
External graphic designers may use the Amnesty Trade Gothic font for
Amnesty International materials only.
Arial Narrow
Bold and CAPS
Headings and subheadings
HEADLINES
SMALL HEADLINE
Please contact the communications coordinator at
publications@amnesty.org.au if you require the font files.
Maximum word count: 10
Primary colours
No secondary colours
2. OTHER FONTs
Arial
Bold and Regular
Body copy
Black and greys
Es simendunt doluptatio beaquuntius
es et inis andesequunto doluptatur, ut
moluptiam et que alitestis isci beates
et rectur?
Georgia
some body copy, pull-outs
Black and greys
Es simendunt doluptatio beaquuntius es et
inis andesequunto doluptatur, ut moluptiam et que alitestis isci beates et rectur?
There may be instances when Trade Gothic is not available eg desktop PC
use, emails or self-generated legal documents.
If this is the case, Arial Narrow (bold and CAPS for headlines) and Arial
(body text only) may be substituted.
Subheadings
Georgia may be used if you require a serif font. However, Georgia should
only ever be used for:
•
documents with large amounts of text eg 30+ page reports
•
graphical text elements eg quotes and pull-outs
•
letters.
Please check with the communications coordinator if in doubt.
13
PHOTOGRAPHY
Finding professional images
Photography has an important role to play in the Amnesty visual identity.
Finding the correct image takes time and consideration.
Images should primarily be positive and hopeful, to show that even in the
worst situations there is hope. Sometimes injustice or the issue can be
portrayed in the imagery, but using words to convey the outrage is easier and
less depressing.
Good starting points for positive images are those of activists, people on the
ground and successes.
Images from top:
© April Pyle/AI
© Greg Rodland Buick
14
TAKING PHOTOGRAPHS
LEGAL TIPS
•
Seek permission
Picture Quality Setting (resolution) – set your camera to the ‘high
quality’ setting. On some cameras this might be ‘best’, ‘highest’,
‘fine’ or a number. Select the highest number.
•
Get lots of shots: close up details of faces and activities, and wider
shots showing where the event is taking place.
•
Vertical and horizontal – get shots in both formats.
•
Lighting – when shooting outdoors, it is usually best to have the sun
behind you – and lighting up your subject, scene or object. Select
the ‘fill flash’ setting and you will almost always improve your people
pictures – even in bright sunlight. Use it on cloudy days to brighten
up faces and make them stand out from the background.
•
Think about the background – avoid complex backgrounds and
unrelated objects in the image.
•
Snap people doing things: signing postcards, writing letters, talking to
people … these shots are inspiring and show energy, so get close!
•
Stage a good shot. Think about what would look good – placing people
ready to sign up, in front or beside an Amnesty banner doing star
jumps, making silly faces etc. Anything that looks fun will encourage
others.
•
Move around your subject look for a good angle – also crouch down
and take photos from a low angle or climb up higher than your
subject, both affect how the photo looks. If the light is bad or from
the wrong angle move yourself or move the subject.
•
Moving closer and zooming in aren’t the same, try both!
•
Use the camera’s macro setting for close up photos of objects.
At small events, get the names of people in photos as you take them and
ask them to sign a release form. A standard release form is available on the
activist portal. Scan and store permissions with the photographs.
At larger group/public events (where permissions are not possible) ensure
people know they are being photographed by Amnesty International Australia
for our purposes. A standard sign at the registration/entry to an event with the
following words is acceptable:
Your image may be photographed or filmed at any time throughout this
event. Your consent to the use of your image in full or in part for any
Amnesty International related purpose, is taken to be given by attending
this event. Should you not wish to have your image photographed or
filmed, please inform Amnesty International at the event.
You can also place this wording on event flyers or emails.
If anyone does not consent to having their photo taken, please identify them in
some way eg a sticker on their shirt. This way when you are reviewing photos,
you can be sure they are not included.
Under 18
Unless we have signed consent from parents to use photos of people under
18, we cannot use photos (eg of school actions) that identify student’s faces.
15
INFOGRAPHICS AND
ILLUSTRATIONS
Illustration and infographics are a great way to help explain complex issues.
They can feel warm, human and more engaging, while retaining the impact of
photography.
Amnesty has no graphic style as such, however any illustration we use needs
to be clear, simple and engaging while also retaining a sense of intelligence.
Illustrations should include the Amnesty yellow and other primary colours
wherever possible.
16