Anike foundation Brand Guidelines

1. 1 | Brand Guidelines_V1.0 +1 978.501.5569|contact@anikefoundation.org|anikefoundation.org
BRAND
GUIDELINES

2. Contents
03. About Us
05. Logos
09. Color Palette
12. Typography
15. Photography
17. Identity
24. Voice
27. Contact Us
2 | Brand Guidelines_V1.0 +1 978.501.5569|contact@anikefoundation.org|anikefoundation.org
Segun Ige, Ph.D
President and Founder
info@anikefoundation.org
Email: contact@anikefoundation.org
Call: +1 978.501.5569
Mail: PO Box 435, West Boylston, MA 01583, USA

3. About Us
Anike Foundation
promotes education
and empowers African
youths through the
provision of educational
materials and resources.
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4. ETHIOPIA
BURKINA FASO BENIN
CAMEROON
DRC
GHANA
GAMBIA
GUINEA-BISSAU
KENYA
LIBERIA
MADAGASCAR
MALAWI
NIGERIA RWANDA
SIERRA LEONE
UGANDA
ZAMBIA
TOGO
TANZANIA
SOUTH AFRICA
ZIMBABWE
SOMALIA
About Us
Since 2007, Anike Foundation has
dedicated its work to one clear purpose:
making education accessible to improve
the livelihoods of individuals in Africa.
With 200 partners in 20 countries
across the continent, the Foundation
has touched thousands of lives through
its funding of essential programs. Over
the past twelve years, the Foundation has
worked directly with grassroots African
NGOs and accredited learning institutions
to distribute school supplies - such as
workbooks, pencils and sports equipment -
to primary schools in need.
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LOGOS

6. Primary Logo
Our logo comprises of
an image of the African
continent, where our
work is focused. The
multiple layers on the
image depict the diversity
of people in Africa. The
multiple colors on the
image show that we are
a multi-cultural
organization that
prides itself on building
bridges across peoples,
with volunteers from
more than 15 countries
throughout the world,
from Canada to
The Philippines.
There are primarily
two types: with and
without slogan.
For dark backgrounds only
Secondary Logo
The secondary logo is
primarily placed in a square
used for social media.
Logo
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7. Logo | Don’ts
Don’t skew or rotate our logo.
Don’t use our full color logo on top of
a dark colored background.
Don’t change colors on any of the
elements in our logo.
Don’t type out the word-mark.
Don’t use strokes around our logo or
elements of the logo.
Don’t rearrange the position of Africa.
ANIKE
FOUNDATION
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8. Logo Usage
Exclusion Zone
To ensure maximum impact and
legibility, our logo should be free
of visual clutter – so we have
created an exclusion zone, an
area into which no other text or
images may intrude. The height of
the 'A,' marked as x-height in the
example, is used to determine the
clear space.
Minimum Sizes
To ensure the logo is legible, it
should be used no smaller than
shown here. It is important to
consider both the width of the
word-mark (Anike Foundation)
and the size of the symbol
(Africa). The height of the symbol
should be used to determine
minimum size.
x
x
x x
xx
5mm (print)
40px (digital)
7mm (print)
50px (digital)
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COLOR
PALETTE

10. Color
Palette
C34 M27 Y58 K9
R173 G164 B116
#ada474
C54 M24 Y87 K7
R134 G154 B66
#869a42
C0 M64 Y90 K0
R241 G116 B36
#f17424
C83 M53 Y3 K0
R51 G109 B176
#336db0
C0 M93 Y85 K0
R237 G34 B38
#ed2226
Primary Colors
The primary colors are
shades of green, orange, blue
and red from the logo type.
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11. Color
Palette
Secondary Colors
The secondary colors are
shades which complement
each primary color that can
be used as tints.
C0 M0 Y0 K100
R0 G0 B0
#00000
White
R225 G225
B225
#ffffff
C0 M0 Y0 K24
R209 G209
B209
#D1D1D1
C0 M1 Y0 K43
R171 G170
B170
#ABAAAA
C10 M0 Y0
K80
R80 G84 B87
#505457
50%
25%
75%
50%
25%
75%
50%
25%
75%
50%
25%
75%
50%
25%
75%
C100 M27 Y58
K9
R0 G120 B114
#007872
C83 M23 Y87
K0
R34 G141 B77
#228d4d
C55 M77 Y90
K0
R139 G79 B54
#8b4f36
C100 M90 Y10
K0
R40 G53 B131
#283583
C28 M100 Y30
K0
R187 G22 B103
#bb1667
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TYPOGRAPHY

13. Aa
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnop
qrstuvwxyz
0123456789
HEADLINE
HEADLINE
Sub header About us
BRAND
GUIDELINES
This is set as first paragraph text
This is set as first paragraph text
This is set as first paragraph text
Established in 2007
as a Massachusetts
non-profit corporation
Typography
Primary Font: Helvetica
Helvetica is to be used as the
header font with upper capitals
for first paragraph.
You can change the weight of
the header. For example: Bold
and light.
Headline text: Helvetica
There are various ways you can
display a headline. All capitals,
Bold and light for if the headline
is shorter just bold.
Sub header text: Helvetica
Bold and lowercase text.
First paragraph text:
Helvetica
Light, lowercase text.
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14. Calibri
Calibri
Calibri: Font Displayed in Bold
and Light
Secondary Font and
System Font: Calibri
Calibri is our secondary font and
should be used as the system
font when Helvetica is not
appropriate for most designed
communications.
Calibri Bold and Calibri Light are
used for body copy.
For PowerPoint presentations
where Calibri is not available,
please use Arial as a secondary
font.
Typography
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PHOTOGRAPHY

16. “A picture is worth
a thousand words.”
We receive a lot of images from our
partners. From these images, we
carefully and thoughtfully select those
that depict, in a non-exploitative
manner, the problem of illiteracy in
Africa, the ways of life of Africans and
how the donations we receive fund our
programs and projects, including general
education: primary, secondary and
vocational training.
We use images that come directly
from our non-profit partners. Our
partners have given us full permission
to use their images under our
partnership agreements.
If you are interested in obtaining
re-publishing rights for any of
our images, please email us at
contact@anikefoundation.org
for more information.
Don’t use images that:
• Portray people in demeaning
circumstances or postures
• Portray people as helpless victims
• Show pain, discomfort, sadness, or fear
• Do not provide essential context
• Have blurry or obstructed faces
• Are too dark to see the subjects
• Have text or logos over them
• Have date stamps
• Are poor resolution or low quality
• Are dull, drab, or uninspiring
• Don’t “feel” like Anike Foundation’s
brand
Photography
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17. 17 | Brand Guidelines_V1.0 +1 978.501.5569|contact@anikefoundation.org|anikefoundation.org
IDENTITY

18. The example on the right is the
Ambassador-in-Africa page from
our website. This web page
combines the elements of a big,
bright image, dark-colored shapes
in a white background, plus dark
text over a white background.
These elements combine to have
an Anike Foundation “feel.”
Identity
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19. The example shows a slide
from one of our presentations.
It combines a photo that
includes riveting subjects,
eye contact, good composition,
bright color, and students
portrayed in a dignified light.
It also features big, bold, black
text over a white background
within jumbo quotation marks
for added interest.
Identity
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20. The example shown is an image used
for sharing on our social media pages.
It features pupils engrossed in their
studies. The image adheres to our
photo guidelines: bright color and light,
context, high quality and in focus, and
a human or personal touch.
Facebook example Twitter example
Identity
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21. Identity
Our Name
Anike Foundation Incorporated is
a 501(c)(3) non-profit corporation.
Here are a few things to remember:
• We may also be referred to as
Anike Foundation Inc., but our
preferred name is Anike Foundation.
• We use anikefoundation.org when
referring to our website; it is not our
name. It should never appear with a
www preceding it.
•Anike Foundation should not be
shortened to “AF.” In particular, it
should never be used for external,
donor, partner, business or social
media communication. If brevity is
called for, Anike Foundation may
be shortened to Anike.' The only
exception where AF may be used is
in document names.
NAME
ACCEPTABLE
(Y/N)
DESCRIPTION
Anike Foundation
Always two words, both A and F
capitalized with a single space
in-between.
AnikeFoundation Never without a space
Anike foundation Never with lowercase A
ANIKE FOUNDATION Never all caps
The Anike Foundation
It is never acceptable to use
“the” before “Anike.” The only
instance when it is acceptable
to use “the” before our name
is when “Anike” is not there, e.g.
“The Foundation is starting a
new book donation program
next year.”
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22. Mission
Anike Foundation promotes
education and empowers African
youths through the provision
of educational materials and
resources.
Vision
Africans have access to quality
educational resources and
facilities.
Theory of Change
We believe that a fundamental
cause of poverty and low standard
of living in the world is mass
illiteracy. Thus, anything that
reduces mass illiteracy in any
region of the world will inevitably
reduce poverty and elevate the
standard of living of the affected
people. We chose to focus our
efforts on Africa because, despite
globalization in the twenty-first
century, Africa remains, by far,
the most impoverished continent
in the world. Our goal is to
contribute to the improvement of
education and, thereby, reduction
of poverty, in Africa.
Identity
Africans have access
to quality educational
resources and facilities.
“ “
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23. Our Brand
Engaging, focused, hopeful,
humane, substantive, forward-
looking, and enthusiastic.
Our Core Values
Anike Foundation has five core
values that describe our daily work
and day-to-date interactions. These
values take the place of manuals
and rules; they serve to guide
our volunteers whether they are
answering a partnership request
or designing a book bid.
Passion
We are a 100% volunteer-run
organization. As such, we rely on
volunteers who share our passion
for improving literacy in Africa.
Commitment to Serve
Not only are our volunteers
passionate about our cause,
they share a commitment to
serve that makes it possible to
run our organization efficiently
with a stable volunteer base.
Joy
Passion alone is insufficient. Our
volunteers perform their daily tasks
with pride and joy, from the most
mundane to the highest level tasks.
Openness
We are receptive to new ideas,
believing that great ideas can
come from anyone, anywhere,
at anytime.
Learn
We are continually learning from
one another and imparting our
knowledge to incoming volunteers,
thereby enabling our organization
to grow.
Who is our audience?
Who are we targeting?
Anike Foundation has three main
audiences: donors, volunteers
and African education NGOs. We
also have a variety of secondary
audiences: strategic partners,
media, our Board of Directors,
former volunteers, people
interested in learning about Africa,
government agencies and granting
organizations, among others.
Identity
Our brand is engaging,
focused, hopeful, humane,
substantive, forward-looking,
and enthusiastic.
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VOICE

25. Our Philosophy
around Language
Words are powerful. The
language we use influences
our feelings and decisions,
drives social policies and
laws, and affects people’s
everyday lives.
We use People First Language
when describing individuals
and their circumstances.
People First Language puts
a person before a disability
instead of labelling them
based on it. Rather than
describing a group of
“disabled children,” for
example, we describe them
as “children with disabilities,”
or better yet, “children who
use wheelchairs,”if that
is accurate.
We refer to our non-profit
partners as “constituent
organizations.” Labeling
them as “benefiting
organizations” would portray
them as simply accepting
handouts rather than
active drivers of their
own development.
Voice
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26. Voice
Anike Foundation Terms
There are many Anike Foundation-specific
terms that we use on a regular basis.
These are some basic guidelines that help
create consistency throughout all of our
communication.
Anike Foundation
Our name is Anike Foundation: two words,
both A and F are capitalized. We do not use
the abbreviation “AF” in anything external.
Constituent Organizations
The term for grassroots African
organizations that we have signed
partnership agreements with.
Team Anike
Our team of dedicated officers and
volunteers. We use this term primarily in
internal communication and newsletters.
Programs and Campaigns
Capitalize the names of these programs:
Ambassador Program, Invest for Life
Program, Spin the Wheel Program.
Capitalize the names of campaigns:
GivingTuesday, Amazon Smile, etc.
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27. Contact us
27 | Brand Guidelines_V1.0 +1 978.501.5569|contact@anikefoundation.org|anikefoundation.org
Segun Ige, Ph.D
President and Founder
info@anikefoundation.org
Email: contact@anikefoundation.org
Call: +1 978.501.5569
Mail: PO Box 435, West Boylston, MA 01583, USA