3. MSC style guide
About MSC
1.
3
About MSC
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
4. 4
MSC style guide
1. About MSC
1. About MSC
Our vision
Is of the world’s oceans teeming
with life, and seafood supplies safeguarded
for this and future generations.
Our mission
Is to use our ecolabel and fishery
certification program to contribute to the
health of the world’s oceans by recognising
and rewarding sustainable fishing practices,
influencing the choices people make when
buying seafood and working with our
partners to transform the seafood market
to a sustainable basis.
The Marine Stewardship Council (MSC) is an
international non-profit organisation established
to address the problem of unsustainable fishing
and safeguard seafood supplies for the future.
Our vision is for the world’s oceans to be teeming
with life – today, tomorrow and for generations to
come. Through our certification and ecolabelling
program, we’re helping to create a more sustainable
seafood market.
Who we are*
*Signed off wording February 2015
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
5. MSC style guide
About MSC
2.
5
Language
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
6. MSC style guide
2. Language 6
Our writing style
These copy guidelines should be a flexible
reference for creating consistent, high quality
copy for the MSC.
Any writer not familiar with the MSC’s copy
tone is advised to follow these guidelines
and examples carefully.
General copy tone
Some general rules:
• Copy should be benefit led, and reinforced with
tangible evidence and examples. Intelligence, humour
and fun can be used to bring lines to life, but care
should be taken not to become oblique or flippant
• Headlines should be concise, but engaging and
clearly reflect/signpost the content within
• Body copy should be inspiring, informative,
well-structured and never waffle
• Wherever possible, try to use active writing techniques
rather than passive – it stops copy becoming too
academic, theoretical or unapproachable
– Active statement: Researchers earlier showed
that high stress can cause heart attacks
– Passive statement: It was earlier demonstrated
that heart attacks can be caused by high stress
Frequently used terms
• The Marine Stewardship Council or The MSC
• Our products are referred to as:
– The MSC Certification Program
– The MSC Fisheries Standard
– The MSC Chain of Custody Standard
– The MSC’s Standards (when already mentioned
and both being referred to)
– The MSC Standard (when already mentioned
and only one being referred to).
Lowercase standard where conceptual or
no MSC prefix, for example: The MSC has
developed a set of standards that....
• Email newsletter not e-newsletter or e-news
• International non-profit organisation not
Global non-profit. Use charity where relevant
(i.e. in locations where registered as a charity)
• Partners not clients
• Funders not donors
• The MSC label or The MSC ecolabel
• Supporters not advocates
• Consumers not customers
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
7. MSC style guide
2. Language 7
Spelling and grammar
When writing for a global English speaking
audience, follow the rules shown on the right. If your
communication is targeted just at a single country
then adhere to the laws of spelling, grammar and
other linguistic conventions for that language or
language variant.
Also remember to follow the conventions of the media
you’re using, so for instance for Twitter it is acceptable
to use contractions e.g. RT for re-tweet whilst still
aiming to have sentences that read normally.
Capitalisation
• Do not overuse capitalisation
• Never capitalise the start of every word
in a sentence or heading
• Never use all caps
Case
• Fish names all lowercase unless a proper noun
• Job titles all uppercase e.g. Fisheries Outreach
Officer not fisheries outreach officer
Symbols and punctuation
• Use ‘and’ not or +
• Use % as default, not percent or per cent, unless
for formal documents such as an Annual Report
• Only use the exclamation mark (!) where it is
in fact an exclamatory sentence e.g.: Fantastic,
we reached our target!
• No colon at the end of titles
• All sentences/copy lines must finish with
a full stop, except headings/sub-headings
• No full stops at the end of headings/sub-headings
or bulleted/numbered lists
Hyphenation
We tend not to use hyphenation:
• Email not e-mail
• Ecolabel not eco-label
• Website not web-site
Font styling
• Use bold and italics sparingly. Be consistent
with your use
• Use italics for the Latin name of fish species
Numbering and lists
• Express numbers numerically as default unless
for formal instances whereby it is one to nine
and then numerical thereafter e.g. 10, 100, 1,000
• Between 10 and 20. Not 10-20 or From 10 to 20
• Large numbers are expressed as 1,000 or
100,000 with a comma and no space preceding
the decimal places
Time and date
• DD Month YYYY e.g. 15 December 2015
– When space is short e.g. social media use 15-Dec-15
or 15-Dec if the year is understood in context
• Multiple years are expressed with a hyphen e.g. 2014-
15 not 2014/15
• For time, express this according to local conventions.
For global, time is expressed as hhmm (time code)
e.g. 1600 UTC
Link text online
• When expressing link text online, ensure the link is
descriptive so the user knows where they’re going
next, for example:
✗ – Want to learn more? Click here!
✓ – Learn more about accessibility
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
8. MSC style guide
About MSC
3.
8
Our identity
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
9. MSC style guide
3. Our identity 9
Our logos
We have three different logos:
• The MSC logo
• The MSC ecolabel
• The MSC Get Certified! logo
Please ensure you are using the correct
logo for your communications.
Where possible always show our logos in their
original MSC blue. Where the communication is
black and white or the same Pantone blue, solid
black and white can be used. These exceptions
must be agreed at the discretion of the MSC/MSCI.
Our ecolabel and Get Certified! logos are also
available in different languages and for multilingual
environments. You can download all our logos in
a range of formats at: multimedialibrary.msc.org
The trademark TM of our logos must always be
visible. If your background is quite dark please
use the versions with the white TM, these can
also be found in the master logo file in the MSC
Multimedia Library.
For guidance on using the MSC ecolabel, please
refer to the MSC Ecolabel User Guide which can be
viewed and downloaded here: msc.org/ecolabel
The MSC logo should be
used on all communications
representing the organisation.
For example, on the Annual
Report, Integrated Strategic
Plan and Global Impacts
publications.
The MSC ecolabel is for use primarily as
a certification mark on certified products
and packaging. It may also be used when
talking about certified products and on
items such as menus and fish counter
displays. As a certification mark and
trademark, strict rules govern the display
of the MSC ecolabel both on-product and
off-product and must be submitted
to MSCI for approval prior to printing.
The MSC Get Certified! logo should
only be used on MSC Get Certified!
guides or promotional items. You
must get special permission to use
it on any other MSC communication.
The MSC logo The MSC Get Certified! logoThe MSC ecolabel
Vertical version
Vertical version
Horizontal version Horizontal version
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
10. MSC style guide
3. Our identity 10
Logo size
The oval shape is a consistent feature within all of
our logos, be it the vertical or horizontal versions
so we have used the width of the oval shape to
determine the size at which your logo should be
used on both landscape and portrait formats.
The width of the oval shape (shown by ‘X’)
should be 10% of the longest edge of the item
you are producing.
To determine the width of ‘X’ simply take the
measurement of the longest edge, for instance,
for A4 this will be 297mm, then times this by 0.10,
which gives you 29.7mm this will be the width
of your oval shape within the logo.
A6 X = 14.8 mm
A5 X = 21 mm
A4 X = 29.7 mm
A3 X = 42 mm
A2 X = 59.4 mm
A1 X = 84.1 mm
US Letter X = 1.09”
US Tabloid X = 1.7
US Legal X = 1.4”
The 10% rule may not work for all materials
especially for digital formats, in this instance,
please see page 30 for logo proportions.
X XX X
X
X = 10% of longest edge
X = 10% of
longest edge
The width of X = 10% of the longest edge
X
XXXXXXXXXX
X XX X XX XX X X
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
11. MSC style guide
3. Our identity 11
Logo positioning and spacing
Our logo and ecolabel can appear top left or right
or bottom left or right, allowing you to make the
best choice based on the design and cover image
used on your materials.
The clear space around our logo is half the height
of the oval shape within the logo, this can also be
used to position the logo.
Wherever possible our logos must not be used
centre aligned. If there are circumstances where
our logos can only work in a centred position,
e.g. business cards, small online thumbnails,
merchandise or display boards. These exceptions
must be agreed at the discretion of the MSC/MSCI
prior to using.
Clear space
Positioning
1/2 height
of oval
1/2 height
of oval
1/2 height
of oval
1/2
height
of oval
1/2 height
of oval
1/2 height
of oval
1/2
height
of oval
1/2 height
of oval
1/2 height
of oval
1/2 1/2
height
of oval
1/2 height
of oval
1/2 height
of oval
1/2
height
of oval
1/2
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
12. MSC style guide
3. Our identity 12
Dual branding
Partner logo
In association with
Partner logo Partner logo
1.
3.
2.
When are logo is represented alongside
other logos you need to ensure you adhere
to some simple rules:
1. MSC led materials with partner logos –
the MSC brand dominates with our partner
logo represented at the same dimensions
2. When we are in joint partnership with
an organisation – ensure both the MSC
logo and our partner logo share the same
proportions
3. When working in association with another
organisation – please use the term ‘in
association with’ above our logo using
our Meta Pro font, see pages 14 to 16 for
details on using our typefaces
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
13. MSC style guide
About MSC
4.
13
Typography
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
14. MSC style guide
4. Typography 14
Our typefaces
Primary typeface
Meta Pro and Meta Serif Pro are our primary
typefaces. The Meta Pro font family is a versatile font
that conveys authority through its strong letterforms.
Not all font styles from the Meta Pro font family
are used within our communications. Below are
the core font styles that we use:
• Meta Pro – Normal (Main body copy)
• Meta Pro – Normal Italic (references)
• Meta Pro – Bold (Sub-headings/text highlights)
• Meta Pro – Black (pull-out stats)
• Meta Serif Pro – Book (Quotes)
• Meta Serif Pro – Bold (Main headings)
Secondary typeface
Arial is our secondary typeface. Arial is a universal
system font. You should use the Arial font in all
digital scenarios, whenever text is not an image.
Please use the following styles of Arial font:
Arial – Regular
Arial – Regular Italic
Arial – Bold
Arial – Bold Italic
For further detail of how to use our type style,
see page 16.
Primary typeface – Meta Pro
Secondary typeface – Arial
Meta Pro (Normal)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 ( )?!@*
Meta Serif Pro (Book)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 ( )?!@*
Arial (Regular)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 ( )?!@*
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
15. MSC style guide
4. Typography 15
Choosing supporting
typefaces
When communicating in an inspirational way for
marketing activity it is possible to use supporting
fonts to complement the brand, key messages
and images.
A maximum of two different supporting fonts can
be used alongside our primary fonts Meta Pro and/
or Meta Serif Pro.
There is flexibility regarding the font styles for
promotional use but please consider the following
points before choosing your font:
• At the beginning of a campaign design
project, define the roles for particular
fonts and stick to those rules throughout
• Is the font appropriate for the message
it carries and the audience it is aimed at?
• Is the font legible?
• Is the font available in enough weights
for the communications being produced?
• Is the font readily available?
• Is it affordable?
• Is the quality of the font good enough
for the scale of communications?
• When using more than one font, be
sure they complement one another
• Never use more than two additional font styles
alongside Meta Pro and/or Meta Serif Pro and
limit the number of different weights used
The example below demonstrates how two different
fonts, each with their own distinctive style, can be
brought together for headlines and key messages
with our primary font Meta Pro as the main body
copy text to create exciting promotional materials.
Font 2 – key message Font 3 – (Meta Pro) body
Font 1 – titles and headings
Und das ist auch gut so!
achhaltigkeit schmeckt!
Überraschen Sie Familie
und Freunde mit einem
nachhaltigen Fischgericht!
Rezepte und Wissenswertes
rund um Fisch, nachhaltige
Fischerei und den MSC
finden Sie auf unserer
Webseite unter „Kochen
Genießen“.
Hier erfahren Sie, was sich auf und
in unseren Meeren tut:
Mit Rezept!
WaslässtderMSCprüfen?
ZustandderFischbestände
AuswirkungenderFischereiauf
dieLebensräumeimMeer
ManagementderFischerei
EineFischerei,dieihrenFangmitdemMSC-Siegel
kennzeichnendarf,sorgtdafür,dassesausreichend
FischfürdieZukunftgibtunddassihreFangmetho-
denkeinelangfristigenSchädenandenLebens-
räumenimMeerverursachen.
Vertrauenistgut,
Kontrolleistbesser
WenneineFischereidasMSC-Siegelhabenmöchte
musssiesichnachdemMSC-Umweltstandardfürn
haltigeFischereibewertenlassenunddiesenerfüll
DieBewertungeinerFischereiwirdvonWissenscha
lern,UmweltorganisationenundBehördenbegleite
EineMSC-zertifizierteFischereimussjedesJahrnac
weisen,dasssiedenMSC-Standardweiterhinerfüll
undsich,wonötig,verbessert.
AuchProduzentenundHändlermüssensichregel
ßigüberprüfenlassen.SokönnenVerbrauchersich
sein,dassFischmitMSC-Siegeltatsächlichausein
nachhaltigenFischereistammt,diedemMSC-Stan
gerechtwird.
fisCh hat
einen haken
MARINE STEWARDSHIP COUNCIL
MSC REGIONALBÜRO
Deutschland, Österreich, Schweiz
Schwedter Straße 9a
10119 Berlin
Deutschland
TELEFON: +49 (0)30 609 8552 0
E-MAIL: berlin@msc.org
www.msc.org/de
MSC – Nachhaltige Fischerei
@MSCsiegel
MSC – Nachhaltige Fischerei
SetzenSieeinZeichenundachten
SieaufdenHaken!
DerweißeHakenaufblauemGrundistdasErkennungs-
zeichendesMSCfürnachhaltiggefangenenFisch.
WennSiesichbeimEinkauffürFischmitMSC-Siegel
entscheiden,belohnenSienachhaltigeFischereienund
teilenIhremSupermarkt,RestaurantoderFischhändler
mit,dassSieWertaufNachhaltigkeitlegen.
JemehrVerbraucherdiestun,destomehrFischereien
wollenverantwortungsbewusstundmitRücksichtaufdie
Meerefischen.
Eine erste Kostprobe finden Sie
im Innenteil. Guten Appetit!
Nachhaltigkeit schmeckt!
Überraschen Sie Familie
und Freunde mit einem
nachhaltigen Fischgericht!
Rezepte und Wissenswertes
rund um Fisch, nachhaltige
Fischerei und den MSC
finden Sie auf unserer
Webseite unter „Kochen
Genießen“.
Hier erfahre
in unseren M
en?
auf
SC-Siegel
ausreichend
Fangmetho-
Lebens-
Vertrauenistgut,
Kontrolleistbesser
WenneineFischereidasMSC-Siegelhabenmöchte,
musssiesichnachdemMSC-Umweltstandardfürnach-
haltigeFischereibewertenlassenunddiesenerfüllen.
DieBewertungeinerFischereiwirdvonWissenschaft-
lern,UmweltorganisationenundBehördenbegleitet.
EineMSC-zertifizierteFischereimussjedesJahrnach-
weisen,dasssiedenMSC-Standardweiterhinerfüllt
undsich,wonötig,verbessert.
AuchProduzentenundHändlermüssensichregelmä-
ßigüberprüfenlassen.SokönnenVerbrauchersicher
sein,dassFischmitMSC-Siegeltatsächlichauseiner
nachhaltigenFischereistammt,diedemMSC-Standard
gerechtwird.
MARINE STEWA
MSC REG
Deutschland, Ö
Schwed
1011
Deu
TELEFON: +4
E-MAIL: ber
www.msc.or
MSC – Nach
@MSCsiege
MSC – Nach
Eine erste Kostprobe finden Sie
im Innenteil. Guten Appetit!
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
21. MSC style guide
5. Colour 21
Applying a colour panel
The instructions below are for professional design
programmes only.
Colour panel:
1. Place your full colour image
2. Create a white panel where you want your colour
panel to be, see highlighted note on the right.
Then apply a 50% opacity effect to the white
panel. You can adjust this to suit once you have
applied the colour in Step 3
3. Apply your chosen colour directly over the white
panel and apply the ‘multiply’ effect. If possible
choose a colour that coordinates with the image.
Now adjust the opacity of the white panel, this
will adjust the strength of your overlying colour
panel and should be adjusted based on the
lightness or darkness of your image and the
legibility of the text that will be applied on top
Full image:
1. If you would like to use an image across a
whole page or a whole spread and still be
able to apply text over the top it’s best to
save your image in black and white
2. Same as Step 2 above, apply a white panel
over your entire image and apply 50% opacity
3. Now apply your chosen colour over the top
and apply the ‘multiply’ effect. Then adjust
the opacity of the white panel underneath
For examples in use, see Section 6.
Colour panel – Portrait
Full image
1.
1.
2.
2. 3.
3.
Showing 1/3 of height (min)Showing 1/2 of height (max)
Colour panel – Landscape
Showing 1/2 of width (set position) Showing 1/2 of height (set position)
Portrait – colour panels can be
placed top or bottom and should
be no less than a third of the
height and no more than half.
Landscape – colour panels can be
placed top or bottom, plus left or
right but should only be half the
height or width.
NOTE
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
22. MSC style guide
About MSC
6.
22
Design
application
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
27. MSC style guide
6. Design application 27
Grid structure continued
200%
Over
growth in emerging markets
The story of sustainable seafood is being told
through creative events, displays, social media
campaigns and other public awareness activities.
Through this extension of their commitment our
partners, working together with MSC, are
helping consumers understand the need to
make sustainable choices, which means millions
of people who enjoy seafood have the
opportunity to become part of the solution.
Colleges and universities embrace the
MSC learning opportunity
When the University of California, Berkeley
became the first public university in the U.S. to
become MSC certified, it not only made an
impact on the supply chain and fisheries, it
made a huge impression on 30,000 students
and faculty it serves each day at its campus
dining facilities. Now at 186 MSC-certified
campuses around the world the next generation is
learning the critical importance
Lorem ipsum dolor sit
Section
heading
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consectetur adipiscing elit, sed
do eiusmod tempor incididunt ut
labore et dolore magna aliqua. Ut
enim ad minim veniam, quis
nostrud exercitation.
Lorem ipsum dolor sit amet,
consectetur adipiscing elit
of responsible ocean stewardship. The MSC has
partnered with more than a dozen universities in
North America, the National Association of
College and University Food Service in the U.S.,
the University Caterers Organisation in the UK,
Kyoritsu Women’s University and Kyoto University
in Japan, 11 universities in Germany, 24 in
Austria, and individual educational institutions
worldwide to provide an effective way to meet
their sustainability goals and turn their dining
halls into real life classrooms.
Rio 2016 partners with MSC
In December 2013, the Rio 2016 Organising
Committee for the Olympic and Paralympic
Games announced a comprehensive agreement
to promote MSC-certified seafood at the 2016
Rio Games as part of their goal to minimise
adverse effects on and maximise benefits to the
environment, promote sustainable development,
“We have been selling incredibly
well. Our products sold out during
the campaign. We look forward
to next year’s campaign!”
Pär Kadziolka, Managing Director of Scandinavia
at Royal Greenland, one of five companies
sponsoring the Swedish marketing campaign
The story of sustainable seafood is being told
through creative events, displays, social media
campaigns and other public awareness activities.
Through this extension of their commitment our
partners, working together with MSC, are
helping consumers understand the need to
make sustainable choices, which means millions
of people who enjoy seafood have the
opportunity to become part of the solution.
Colleges and universities embrace the
MSC learning opportunity
When the University of California, Berkeley
became the first public university in the U.S.
to become MSC certified, it not only made
an impact on the supply chain and fisheries,
it made a huge impression on 30,000 students
and faculty it serves each day at its campus
dining facilities. Now at 186 MSC-certified
campuses around the world the next generation
is learning the critical importance
of responsible ocean stewardship. The MSC has
partnered with more than a dozen universities in
North America, the National Association of
College and University Food Service in the U.S.,
the University Caterers Organisation in the UK,
Kyoritsu Women’s University and Kyoto University
in Japan, 11 universities in Germany, 24 in
Austria, and individual educational institutions
worldwide to provide an effective way to meet
their sustainability goals and turn their dining
halls into real life classrooms.
Marine Stewardship Council
Annual Report 2013/14
2 Marine Stewardship Council
Annual Report 2013/14
3
and raise public awareness and action
regarding environmental protection. This
landmark announcement means that seafood
served in more than 14 million meals over 27
days at the Games will be MSC certified as
sustainable for wild caught offerings. The
Olympic and Paralympic Games’ catering is
described as the largest peacetime catering
operation in the world. Their seafood
commitment will also include ASC certification
for seafood from aquaculture.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua.
The story of sustainable seafood is being told
through creative events, displays, social media
campaigns and other public awareness
activities. Through this extension of their
commitment our partners, working together
with MSC, are helping consumers understand
the need to make sustainable choices, which
means millions of people who enjoy seafood
have the opportunity to become part of the
solution.
Colleges and universities embrace the
MSC learning opportunity
When the University of California, Berkeley
became the first public university in the U.S. to
become MSC certified, it not only made an
impact on the supply chain and fisheries, it
made a huge impression on 30,000 students
and faculty it serves each day at its campus
dining facilities. Now at 186 MSC-certified
campuses around the world the next generation
is learning the critical importance
of responsible ocean stewardship. The MSC has
partnered with more than a dozen universities
in North America, the National Association of
College and University Food Service in the U.S.,
the University Caterers Organisation in the UK,
Kyoritsu Women’s University and Kyoto
University in Japan, 11 universities in Germany,
24 in Austria, and individual educational
institutions worldwide to provide an effective
way to meet their sustainability goals and turn
their dining halls into real life classrooms.
Section
heading
Rio 2016 partners with MSC
In December 2013, the Rio 2016 Organising
Committee for the Olympic and Paralympic
Games announced a comprehensive agreement
to promote MSC-certified seafood at the 2016
Rio Games as part of their goal to minimise
adverse effects on and maximise benefits to
the environment, promote sustainable
development, and raise public awareness and
action regarding environmental protection. This
landmark announcement means that seafood
served in more than 14 million meals over 27
days at the Games will be MSC certified as
sustainable for wild caught offerings. The
Olympic and Paralympic Games’ catering is
described as the largest peacetime catering
operation in the world. Their seafood
commitment will also include ASC certification
for seafood from aquaculture.
“We have been selling incredibly
well. Our products sold out during
the campaign. We look forward
to next year’s campaign!”
Pär Kadziolka, Managing Director of
Scandinavia at Royal Greenland, one of five
companies sponsoring the Swedish marketing
campaign
Companies and organisations around
the world are spreading word of their
commitment to sourcing sustainable
seafood and their engagement with
the MSC program.
Marine Stewardship Council
Annual Report 2013/14
10 Marine Stewardship Council
Annual Report 2013/14
11
The layouts opposite show a three column
text layout using our six column grid.
The same points mentioned on the previous page
apply to all layouts using our grid structure.
Introduction copy
Section heading
Publication title Publication titlePage number Page number
Image caption
Body copy Body copy Body copy
Body copy
Pull-out stats
“We appreciate that our
clients and their customers
take sustainability seriously,
and that they demand MSC
certification from their suppliers.”
Sigve Nordrum, Sustainability
Dir
Quote
Full bleed double page
background image
Publication title Publication titlePage number Page number
Section heading
Introduction copy
Body copy Body copy
“We appreciate that our
clients and their customers
take sustainability seriously,
and that they demand MSC
certification from their suppliers.”
Sigve Nordrum, Sustainability
Dir
Quote
Inset image bleeds across
from the left hand page to right
Examples of how an A4/US letter publication could look
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
30. MSC style guide
6. Design application 30
Digital layouts
When producing digital communications e.g.
ads or banners for websites or social media,
please ensure our logo is positioned consistently.
When creating communications online, please
remember the following:
• Make your massages short and impactful
(a maximum of 10 words)
• Use a text to image ratio of 10:90
• Ensure you have a clear call to action
• Your call to action should be written in text
and include a right chevron arrow afterwards
e.g. Sign up
• For scrolling banners use up to three frames only,
the last frame should include your call to action
• Ensure a logical story is told through scrolling
banners
• Ensure the logo has the minimum clear space
around it
• Place disclaimer text where relevant, preferably
bottom left. Aim to make it small whilst ensuring
legibility
If illustration is used, please see page 39
for guidance on illustration style.
Leaderboard web banner
Wide skyscraper bannerFacebook posts
Look out
for the MSC
ecolabel
The tide is turning,
be part of the change
MSC recipe
and blog email
Sign up*
Copy in box over
image (optional)
Full bleed image
Copy
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Colour panel over image
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* Terms and conditions apply
Disclaimer copy can go here
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
31. MSC style guide
6. Design application 31
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Partner
logo
Call to action
Consumer facing materials
When communicating to consumers through
adverts or in-store communications we recommend
following the communications style shown
here, reflecting our overarching brand style and
conveying clearly to consumers the importance
of purchasing sustainably caught products.
When creating posters or adverts ensure that:
• you have a compelling key message to convey
(an approximate word count of 10-15 words)
• you use a text to image ratio of 20:80
• you explain the issue you are conveying
clearly and in plain language
• the image you are using adheres to our
photography guidelines
• the image is good enough quality to be used
in the format that the poster is being produced
• you create a clear user journey for the person
it is engaging
• you always include a point of contact or call
to action e.g. msc.org
For further details on our marketing materials,
please reference our Marketing Toolkit which
can be found at marketing.msc.org
In-store poster or advert examples
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Name
Job title
Partner
logo
Call to action
Poster title
Supplier
Quote
Copy
Copy
Full bleed image
Full bleed image
Shelf talker examples
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Main copy
Call-to-action
Sub copy/disclaimer
Image
Image
Main copy
Call-to-action
Sub copy/disclaimer
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
32. MSC style guide
6. Design application 32
Stationery Business cardsCorporate letterhead
Compliment slip
For internal use only
MSC and MSCI stationery can be ordered via
Facilities for head office or for local offices
from your communications or office manager.
Licence holders can apply for off-product
use, subject to the usual MSCI approval.
TO BE UPDATED
Marine Stewardship Council
With compliments
Marine House 1 Snow Hill London EC1A 2DH United Kingdom Tel: +44 (0)20 7246 8900 Fax: +44 (0)20 7246 8901
Company Reg. 3322023 Limited by guarantee. Registered Office: 1 Snow Hill, London EC1A 2DH, UK. Registered Charity No. 1066806 www.msc.org
Marine House 1 Snow Hill London EC1A 2DH United Kingdom Tel: +44 (0)20 7246 8900 Fax: +44 (0)20 7246 8901
Company Reg. 3322023 Limited by guarantee. Registered Office: 1 Snow Hill, London EC1A 2DH, UK. Registered Charity No. 1066806 www.msc.org
Marine Stewardship Council
Look for the label
Job Title
Name Surname
Marine House 1 Snow Hill London EC1A 2DH UK
Marine Stewardship Council
E: emailaddress@msc.org
D: +44-12-34567890
M:+00-1234-567-890
T: +44-12-34567890
Follow us:
www.msc.org
/mscecolabel
@mscecolabel
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
33. MSC style guide
About MSC
7.
33
Imagery
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
35. MSC style guide
7. Imagery 35
Photography introduction
The right choice of photographic image can be
a powerful tool when describing the work we do.
We have a wide selection of photography available
multimedialibrary.msc.org that reflects the MSC’s
diverse remit, different markets, species and
corporate vision. All teams may commission
new photographs to reflect new fisheries joining
our program and the variety of businesses
promoting their MSC certified products.
Choosing images
When considering images to use, it is important
to ensure:
Storytelling
A photo should tell a story, enhancing the narrative it
supports. Stories are a powerful way to engage people
with the work we do and its impact, being drawn into
a narrative creates a deeper emotional connection
between us and our audiences.
Identifying the subject
In a strong photo you can clearly identify the subject
and focus. There should also be a sense of order to
the elements within the image.
Simplicity
To ensure simplicity, the background should not
be distracting. Avoid fussy images with multiple elements
competing for the viewer’s attention. Fewer elements
in a photo can make a stronger statement.
Colour and clarity
The intensity and colour of the lighting should also be
appropriate for the subject. Colours should be balanced
with the overall colour having a natural look. The sharpest
point of the picture should pinpoint what the photographer
sees as the most important aspect of the image, whilst the
depth of field should enhance the subject or mood.
Creativity
Dynamic and engaging photos often feature interesting
angles and focus on the less obvious. It is not always
necessary to show the whole of a subject. Images
can be stronger and more eye-catching when they
are creatively cropped.
Image size
High resolution images are needed for sharp reproduction.
Please ensure all images are shot and delivered in high
resolution (300dpi, big enough for 96 sheet billboards,
CMYK) and low resolution (web quality, 96dpi RGB).
If you are taking your own photographs, set the camera
to its highest resolution setting.
Crediting an image
You must give a credit for each image you use unless the
photographer has waived this right, this should be placed
next to the image. For cover images, credits should go on
the inside front cover or back cover.
The following pages outline key principles to bear in
mind when choosing or commissioning new photography.
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
39. MSC style guide
7. Imagery 39
Illustration
Illustration can be used to convey many different
messages and should be used to convey a clear
idea. We use illustration to inspire and inform.
Below are some key points to think about when
sourcing or commissining Illustrations:
• Make sure it is an honest and uncluttered
portrayal of the subject
• Ensure people will find it relevant, involving
and engaging
• Ensure it has a clear focus or subject
• Make sure it feels modern
• Ensure it has been created to a high standard
Avoid:
• Make illustrations too childlike
• Make illustrations too complex
• Use or create caricatures, particularly of people
• Use or create montages, particularly combining
photography
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
40. MSC style guide
7. Imagery 40
Infographics
The style we have developed for our information
can be used as a guide when creating infographics,
tables, charts or maps.
Please ensure when creating infographics that
the following best practice rules are adhered to:
• Always ensure an infographic or chart
has a title and/or a descriptor
• Consider whether an infographic or a chart
is the best way to convey the information you
are communicating – infographics should show
key facts and figures to bring data to life
• Make the facts being conveyed simple and
compelling – avoid too much detail
• Have a clear narrative
• Avoid complex detail in any illustrative element
• Only use MSC brand fonts and colours
The examples shown here are suggestions
demonstrating how the colour palette and
typographic style can be brought together
to present information clearly and concisely.
of seafood buyers
actively look for fish from
a sustainable source
agreed it's important
for supermarkets to sell
sustainably caught fish
65%
Fail:
Fishery enters assessment
Register your interest
as a stakeholder.
Final assessment report
and determination
Formal objections may
be filed through the
objections procedure.
Public certification report
and certificate issued
1.
Information gathered. Stakeholders
and fishery interviewed
Share your information with
the assessment team.
2.
Peer reviewers selected
Opportunity to comment on
proposed peer reviewers.
3.
Public review of the draft
assessment report
Opportunity to comment on
draft assessment report.
4.
5.
6.
Pass:
MSC Chain
of Custody
Assessment
(for supply
chain)
MSC
ecolabel on
the fishery's
product
Recertification
After four years
the fishery
may enter
reassessment.
Continued
surveillance
Annual audits
are required.
Stakeholders
may participate
to provide
information.
If desired, fishery
may address any
failures to meet
the standard, and
then re-start the
assessment
process from
step 1.
www.msc.org/track-a-fishery
Marine Stewardship Council
Opportunities for Stakeholders to Engage
with the Fishery Assessment Process
Version 2.0 of MSC’s Fisheries Certification Requirements
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
41. MSC style guide
About MSC
8.
41
Moving
image
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
42. MSC style guide
8. Moving image 42
Live action film
Live action films tend to work best when showing
people’s stories or representing impacts. People
become more engaged with an issue when they can
see the people affected by it and hear about it in
their own words. For example, if you wanted to make
a film about the impacts MSC Certification is having
on a fishery, a film in which you interview members
of the fishery could be an effective medium.
Animated film
Animated films tend to work best when explaining
something, either a process or a concept, since
it is possible to visualise things in animation
which don’t exist in real life. While animation can
tell personal, character stories, it is often more
effective to use it to tell fictional stories rather than
real life events. For example, the MSC certification
process would be more effectively visualised with
voice over and animation rather than explained
through interview.
When commissioning a moving image film
consider the story you are trying to tell and
the impact you want to create. Storytelling
through moving image is a powerful way to
engage people with the work we do.
There are two main types of film; live action
or animation. Both can be tailored to suit any
message, but each has its own benefits.
View MSC videos at:
youtube.com/sustainableseafood
Building a story
Sustainable Seas
Choose MSC
www.msc.org
What is the MSC?
Choose MSC
www.msc.org
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
43. MSC style guide
8. Moving image 43
Good lighting: Professional lighting should be used to
wherever appropriate, particularly if interviews are being
carried out indoors. When interviewing outside, a reflector
can be used to direct light onto the interviewee’s face.
Clear sound quality: Recording with professional quality
sound is just as important as recording a professional
high quality resolution. Sound should be recorded with
professional microphones, either as a boom or lavalier
microphone, preferably on 2 audio channels. Any
interviews should be carried out in quiet locations. The
final film should be exported with 48000 Khz, 16-bit,
stereo sound.
Resolution: Videos should be shot and delivered in
16:9 HD. Wherever possible HD 1080 (1920 x 1080)
should be used, however HD 720 (1280 x 720) can
be used if necessary.
Data Rate: Not all HD is equal. Live action films filmed
with a higher bitrate will look clearer. This is partly why
HD recorded on iPhone is not the same as HD recorded
on a TV camera. 50 Mbps is a broadcast industry standard,
so good to aim for, but 35 Mbps is also of a high quality.
It’s not vital to record with a high bit rate, it should be
something to aim for where possible.
Format: If the footage is intended for broadcast the
film should be delivered in 25 frames per second in
Europe and 30 frames per second in the US.
Branding: To maintain consistency between our films,
each film should use the MSC logo animation as the title
frame and the most appropriate logo and call to action
as the closing frame. Where text is used in names titles
or subtitles use our primary Meta Pro font.
Legality: The production company should manage any
legal or copyright issues with the production, but be aware
that all interviewees featured in a film must give their
written consent, and any third party sound or imagery
should be purchased with the appropriate usage rights.
While the process for a film production varies
depending on the creative concept, more often
than not there is a standardised process to making
a film. A simplified version of these standards are
shown here, which can be used as a simple guide.
If creating a self-generated film there are three
basic points you must take into consideration:
• Good lighting
• Clear sound
• HD quality recording
Please contact the Global Communications
and Marketing Team before commissioning
film production.
Basic production standards
• Pre-production
– Brief
– Concepts
– Script
– Storyboard
• Production
• Post production
• Implementation
Key stages of producing a film
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
44. MSC style guide
About MSC
9.
44
Tools and
templates
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
45. MSC style guide
9. Tools and templates 45
MSC Multimedia Library Downloading assets
In order to download assets from the MSC Multimedia
Library a new user must request access to the library or
a collection needs to be sent to them directly, generally
by an MSC staff member. Please ensure to read the
usage rights accompanying the asset before use.
Adding assets
When adding assets, it is essential that you fill
in the metadata:
• Descriptive name of project/image
• Name of photographer (Including contact details)
• Copyright information – In all cases we should have
use of the images in full or part and rights to distribute
to media organisations and on social media and use in
marketing materials indefinitely unless otherwise agreed
• Full names of those in the image
Further guidance is available in the help and advice
section of the MSC Multimedia Library.
The MSC Multimedia Library is an online
database of licensed digital assets including;
images, video, audio and publications in a
central location, accessible globally in multiple
formats through your browser.
It can be accessed from any device which
has the ability to browse the internet.
Visit multimedialibrary.msc.org
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
46. MSC style guide
9. Tools and templates 46
Title Page
Sub heading
Date
Marine House 1 Snow Hill London EC1A 2DH United Kingdom Tel: +44 (0)20 7246 8900 Fax: +44 (0)20 7246 8901
Company Reg. 3322023 Limited by guarantee. Registered Office: 1 Snow Hill, London EC1A 2DH, UK. Registered Charity No. 1066806 www.msc.org
Marine Stewardship Council
Microsoft Office templates PowerPoint templateWord templates
PowerPoint Template
Internal use only
June 2015
1
For internal use only
Microsoft Office templates are available
to download from The Wave.
Email banners and their instructions are
also issued via The Wave.
Email signature
Email banner
(Optional)
Name Surname
Job title
Company Name
Building name | Street name and number | City | postcode/ZIP code | Country
Direct: +00-12-34567890 | Reception: +00-12-34567890 | Mobile: +00-1234567890
Fax: +00-12-34567890 | Skype @skype | Tweet me @twitter | www.msc.org
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2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC
47. MSC style guide
About MSC
10.
47
Checklist
2. Language 3. Our identity 4. Typography 5. Colour 6. Design application 7. Imagery 8. Moving image 9. Tools and templates 10. Checklist
Contents
1. About MSC