BRAC Brand Guidelines

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I developed this following the re-branding of the world's largest NGO.

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BRAC Brand Guidelines

  1. 1. Brand Guidelines 2010
  2. 2. BRAC Brand Guidelines 2010Welcome to BRACThe aim of our brand identityis to define a more powerful,compelling and differentway of talking about BRAC.To focus on what the brandstands for and communicatewhat we do and say to ourtarget audiences in a way thathelps people recognise thatBRAC is different and effective,relevant and appealing.
  3. 3. ContentsOur Identity 1Organisational Descriptor 1.1Our Vision 1.2Our Positioning 1.3Our Values 1.4Our Personality 1.5Essence 1.6Identity Elements 2Basic Elements 2.1Symbol and Logotype 2.2Exclusion Zone 2.3Recommended Sizes 2.4Symbol and Logotype Positioning 2.5Symbol and Logotype Usage 2.6Colours 2.7Typefaces 2.8Applying the Identity 3Identity Application 3.1Letterhead 3.2Compliment Slip 3.3Business Card 3.4Report Cover 3.5Folder 3.6Leaflets 3.7Website 3.8Sign 3.9
  4. 4. Our Identity 1
  5. 5. BRAC Brand Guidelines 2010Organisational Descriptor 1.1Everyone has the rightto realise their ownpotential.This requiresbuilding confidenceand self-reliance inevery individual.Those in poverty needour support to makethis possible.
  6. 6. BRAC Brand Guidelines 2010Our Vision 1.2A world free from allforms of exploitationand discriminationwhere everyone hasthe opportunity torealise their potential.
  7. 7. BRAC Brand Guidelines 2010Our Positioning 1.3Changing lives - Realising PotentialBRAC achieves large scale, rapid change by working withindividuals, families, communities and institutions to overcomepoverty. Our approach is comprehensive - with financial services,capacity building and livelihood development as well as health,education and social justice - enabling people to realisetheir potential.Through continuous innovation to introduce more cost effectivesolutions and adapting them for greater effectiveness, we scaleup for immediate and lasting change. We are pioneering a newkind of organisation, which integrates development programmeswith social enterprises and enables BRAC and individuals tobecome self-reliant. While using our southern based knowledgeand expertise, we are constantly learning from people,communities and countries where we work.
  8. 8. BRAC Brand Guidelines 2010Our Values 1.4The behaviours and decision making factors that make BRACdifferent and special.InnovationIntegrityInclusivenessEffectiveness
  9. 9. BRAC Brand Guidelines 2010Our Personality 1.5Our values shape our personality traits and our brand personalityis how we express our values through our behaviour, actions andwords. Our personality is:VisionaryEngagingFairResourcefulCourageous
  10. 10. BRAC Brand Guidelines 2010Brand Essence 1.6Our Brand Essence is the summation of what the branddoes above and beyond the everyday activities ofthe organisation.It becomes the platform, a focus that brings the personalityalive - through actions and communications. It is not astrapline or a single communication but a starting pointfrom which the messages and look and feel of the brandshould build from and build to.Realisingpotential
  11. 11. Identity Elements 2
  12. 12. BRAC Brand Guidelines 2010Basic Elements 2.1Our brand is made up of a number of elements that, whencombined, create a powerful brand identity. Certain elementsare fixed across all communications, these are; logotype,colours and typefaces.Being an international organisation with presence acrossmany countries and cultures, it is important that the localflavour is not lost whilst being consistent and adhering tothe brand guidelines. AaRealisingpotential
  13. 13. BRAC Brand Guidelines 2010Symbol and Logotype 2.2Our 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.
  14. 14. BRAC Brand Guidelines 2010Exclusion Zone and Recommended Sizes 2.3To make sure the logo has maximum standout, always referto the exclusion zone illustrated here which prevents othergraphic elements from interfering with the integrity of thelogotype. The exclusion zone around the logotype is theheight and width of the ‘circle’ taken from the symbol,as shown below.Always reproduce the precise positioning of the logotypeshown here.
  15. 15. BRAC Brand Guidelines 2010Recommended Sizes 2.4Always reproduce the proportions of the logotype elements 1 Logotype at a width of 75mm, to be used on A3 posters/in the set relationship shown here. 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.1 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 of2 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,3 to be used on A2 posters etc. Logotype at a width of 42.5mm to be used on Double sided business cards.456
  16. 16. BRAC Brand Guidelines 2010 Logotype Positioning 2.5 73.5 75 A3 (measurements in millimetres)10 50 55 A4 (measurements in millimetres)8 33 45 A5 (measurements in millimetres)5
  17. 17. BRAC Brand Guidelines 2010Symbol and Logotype Usage 2.5The BRAC logotype, when used in colour, should always be 1 The logotype should appear in magenta, wherever possible.in Magenta (see section 2.6 for full details on colour). However, 2 The logotype should always reverse white out of a colouredthere needs to be some flexibility with the usage to suit various background. Never use a full colour logotype on a colouredpurposes and applications. We recommend you follow the background. The background should never be a tintfollowing guidelines to ensure that the logotype still stands percentage of the colour. 3 When the logotype cannot beout without compromising the brand integrity. 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 or1 2 ‘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 placed3 4 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.5 67 8
  18. 18. BRAC Brand Guidelines 2010Colours 2.6Primary ColourOur core colour is magenta and this should continue to be used.The chosen magenta is at 100%.PantoneMagentaC:0M : 100Y :0K :0Secondary ColoursAs part of our colour palette we have a series of colours thatcan be used to support the primary colour.Pantone 7405C Pantone 137C Pantone 381CC :0 C :0 C : 29M : 11 M : 46 M: 0Y : 97 Y : 100 Y : 96K :2 K :0 K :0Pantone 2593C Pantone 298C Pantone CoolC : 67 C : 67 Gray 11CM : 92 M: 2 C :0Y :0 Y :0 M: 2K :0 K :0 Y :0 K : 68
  19. 19. BRAC Brand Guidelines 2010Colours (continued) 2.6Websafe ColoursBelow are the websafe colours we recommend as an extensionof the brand colours for print.As each computer screen is configured differently, there is noone magenta (for example) that will represent the same on all.It may appear brighter or duller depending on the calibrationof the screen. However, we have chosen the following to bestreflect our primary and secondary colours. Black and whitecan also used be used to complete the colour palette.Websafe PrimaryR : 209G:0B : 116Websafe SecondaryR : 236 R : 255 R : 128G : 194 G : 161 G : 55B:0 B:0 B : 155R : 61 R : 201 R : 77G : 183 G : 214 G : 79B : 228 B:0 B : 83
  20. 20. BRAC Brand Guidelines 2010Typefaces 2.7Primary TypefaceThe BRAC primary typeface is Helvetica Neue.This provides a family of fonts which are available ina number of weights that allow versatility across awide range of designed and printed applications.Helvetica Neue is one of the most widely availabletypefaces, meeting all requirements for legibilityand accessibility across the world. It conforms tothe highest DDA standards as set by EuropeanAaUnion disability legislation.ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 (.,:;!@£$%&*?“”)Helvetica Neue (OTF) 45 LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 (.,:;!@£$%&*?“”)Helvetica Neue (OTF) 65 Medium
  21. 21. BRAC Brand Guidelines 2010Typefaces (continued) 2.7Default TypefaceIf Helvetica Neue is not available, a default typeface,Arial, is recommended for use on internally produceddocuments, e.g. Word templates, Powerpoint, emailand the body of letters and memos. This typefacehas similar characteristics toHelvetica Neue and willwork in sympathy with it. It also conforms to DDAAalegislation as set by the European Union.ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 (.,:;!@£$%&*?“”)Arial RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 (.,:;!@£$%&*?“”)Arial Bold
  22. 22. BRAC Brand Guidelines 2010Typefaces (continued) 2.7Web TypefaceArial is the type for use on websites. It is veryAasimilar to Helvetica Neue, but more commonlyused online.ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 (.,:;!@£$%&*?“”)Arial RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 (.,:;!@£$%&*?“”)Arial Bold
  23. 23. Applying the Identity 3
  24. 24. BRAC Brand Guidelines 2010Identity Application 3.1Now that you are familiar with the basic elements of the BRACidentity, the following are some examples of how these can bebrought to life. This section details and demonstrates all youneed to know to build our brand communications.The aim for BRAC internationally, is to deliver a consistentand integrated brand identity across all its communications,regardless of the media.The identity elements used vary according to the type ofcommunication. Elements such as the logotype, colour andtypeface should be considered as the constants and shouldalways be used on our communications.Elements such as the imagery, patterns, words as visualelements and the secondary colour palette are the flexibles.These elements don’t have to be used. Their relevance variesaccording to the platform for communication. Remember, lessis more - do not confuse the audience by using too manyelements or elements that do not work together.Within our basic elements are all the ingredients you may requireto deliver the necessary levels of brand presence for any pieceof communication.The following items are available as digital templates: Letterhead,Compliment Slip and Business Card.
  25. 25. BRAC Brand Guidelines 2010 Letterhead 3.2 40 55 115 Letterhead templates should 8 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). 44 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. Neil Walker CDT Design BRAC logotype 50–52 Wharf Road This has been specially drawn London and is available form BRAC. N1 7EU Prints Pantone Magenta 47 UK Programme name Date 1 Month 2009 Ref ABC123 8pt/10pt Helvetica Neue 65 Medium Prints Pantone Magenta Address details Salutation 8pt/10pt Helvetica Neue 45 Light Prints Pantone Black 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 Registration details zzrilit incilis non ulpute accum ipis num nos augiamet dit nonse etum autate modipit prat. 8pt/10pt Helvetica Neue 45 Light Prints Pantone Black 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 Addressee details voloreet ad delit, sed ex ea consecte tis autem velessectem 10pt/12pt Arial inim ent nullam, vulputpat incin exer. Body text Se modolortie delis nibh et lobortin utat, conum in er iriuscip ea facilla conse digna consequ atueros 10pt/12pt Arial 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 vullamc175.75 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 A. N. Other BRAC BRAC Centre T: +88 02 9881265 Registered in16.25 75 Mohakhali F: +88 02 8823542 Bangladesh under Dhaka 1212 E: info@brac.net The Societies Bangladesh W: www.brac.net Registration Act of 1860 6
  26. 26. BRAC Brand Guidelines 2010 Compliment Slip 3.3 40 55 115 Compliment slips should not be 8 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 in60.25 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 With compliments and is available form BRAC. 8.5 Prints Magenta BRAC BRAC Centre T: +88 02 9881265 Registered in With compliments16.25 75 Mohakhali F: +88 02 8823542 Bangladesh under Dhaka 1212 E: info@brac.net The Societies 8pt/10pt Helvetica Neue Bangladesh W: www.brac.net Registration Act of 1860 65 Medium 6 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
  27. 27. BRAC Brand Guidelines 2010 Business Card 3.4 Single sided business card 1 Single Sided business card 2 Single Colour business card 12.5 39 38.5 3 Front of BRAC business card 3.5 4 Reverse of BRAC business card. 19 Business cards should be produced on white paper stock, Ishraq Dhaly which should be 300gsm. Global Brand Manager Example of front and reverse of BRAC business cards shown here at 27 BRAC Centre T : +880 2 9881265 Ext 2105 100% (when the Guidelines are 75 Mohakhali M : +88 01712 065849 printed at full size of A3). Dhaka 1212 E : ishraq.d@brac.net Measurements are shown in Bangladesh W: www.brac.net 4.5 millimetres and start from the mark which precedes the figure. 1 Name 7.5pt/10pt Helvetica Neue 65 Medium Single colour business card Prints Pantone Black Job description 12.5 39 38.5 7.5pt/10pt Helvetica Neue 45 Light 3.5 Prints Pantone Black Programme name 19 7.5pt/10pt Helvetica Neue 65 Medium Ishraq Dhaly Prints Pantone Magenta Global Brand Manager Address details BRAC 27 BRAC Centre T : +880 2 9881265 Ext 2105 7.5pt/10pt Helvetica Neue 75 Mohakhali M : +88 01712 065849 45 Light Dhaka 1212 E : ishraq.d@brac.net Prints Pantone Black Bangladesh W: www.brac.net 4.5 BRAC logotype 2 This has been specially drawn and is available from BRAC. Prints Pantone Magenta Double sided business card Single colour print Prints Pantone Black 4.5 53.25 17 34 34 4.5 4.5 Ishraq Dhaly 5.75 Global Brand Manager 14.2521.75 BRAC 5.75 36.5 BRAC Centre T +88 02 988126512.75 75 Mohakhali E ishraq.d@brac.net Dhaka www.brac.net Bangladesh 4.5 3 4
  28. 28. BRAC Brand Guidelines 2010 Report Cover 3.5 55 65 120 The stock for reports should 10 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
  29. 29. BRAC Brand Guidelines 2010 Folder Cover 3.6 47.5 60 107.5 Front cover of BRAC folder 8 The stock for the folder should be white 300gsm. The stock where possible should be from sustainable souces. Realising our potential297
  30. 30. BRAC Brand Guidelines 2010 Folder Inside 3.6 107.5 107.5 Inside of BRAC folder The stock for the folder should ‘Our vision is of a just, enlightened, healthy and democratic world free from poverty, be white 300gsm. environmental degradation and all forms of discrimination and exploitation. The stock where possible should be from sustainable souces. A world where everyone has the opportunity to realise their potential’.297 E public-affairs@brac. BRAC Centre T +88029881265 net 75 Mohakhali F +88028823542 www.brac.net Dhaka
  31. 31. BRAC Brand Guidelines 2010 Leaflets 3.7 5 17 55 27 6 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 out282 Challenging the frontier of poverty Empowerment In Afghanistan of Young Women – Uganda Education Microfinance Education 8 BRAC Microfinance Afghanistan
  32. 32. BRAC Brand Guidelines 2010Website 3.8
  33. 33. BRAC Brand Guidelines 2010Website 3.8
  34. 34. 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 9Y 10 11 12 13 14 15 16 17 18 19 20 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 Location 20
  35. 35. BRAC Brand Guidelines 2010Sign 3.92. Completed signboard: Local3. Example of a BRAC School signboard: Local s á mqJT Ûu yJ~hrJmJh oiq VJLkMr xhr VJLkMr xrTJr IjMPoJKhf4. Example of two office names on one signboard: Local
  36. 36. BRAC Brand Guidelines 2010Sign 3.95. Completed signboard: International Location6. Example of a BRAC School signboard: International BRAC School Location Government Approved7. Example of two office names on one signboard: International BRAC Training and Resource Centre BRAC Area Office Location
  37. 37. BRAC Brand Guidelines 2010Co-branding 4.01. 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 Usagea bc de fg h3. Minimum logo size 18mm
  38. 38. BRAC Brand Guidelines 2010Co-branding 4.04. Descriptor When co-branding is used, it usually depends on the relationship we have with the relevant partner or donor. or It will either be an initiative instigated by BRAC or one in which we will participate. In partnership with Supported by 4. The following descriptors should be used in the context of the particular initiative: Ina b partnership with (LOGO) or Supported by (LOGO) 5. BRAC SUPPORTING A PARTNER’S INITIATIVE: In the case where the partner/donor is the primary brand and BRAC is the secondary brand, the5. Partner’s Initiative primary brand would be leading (i.e. in terms of placement, it would be in the header), primary brand 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 secondary secondary given i.e. same length or size. brand 1 brand 2 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. in6. BRAC Initiative terms of placement, it would be in the footer), with the specific descriptor. descriptor descriptor secondary secondary brand 1 brand 2
  39. 39. BRAC Brand Guidelines 2010Co-branding 4.07. Hierarchy 7. Whether used on a panel area in the header or footer, if there Govt Donor Partner 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 Partner9. Co-organizing Organized by Donor Partner

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