MSC style guide v2.0

MSC style
guide
A guide for creating inspiring and
consistent MSC communications
Global (version 2.0) – English
1. 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
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MSC style guide
2Contents
1. About MSC 3
2. Language 5
3. Our identity 8
4. Typography 13
5. Colour 17
6. Design application 22
7. Imagery 33
8. Moving image 41
9. Tools and templates 44
10. Checklist 47
These guidelines have been created to explain
the MSC style and how it should be used. They
are intended for anybody who works with the
MSC, whether you are commissioning, designing
or delivering communications materials as a
member of the MSC team or an external agency.
Please read these guidelines carefully as they
contain detailed information about the brand and
how to effectively express it to ensure we create a
unique and consistent image that is distinctly ours.
By following these guidelines, you are helping us
to build a distinctive, recognisable identity.
For further information please contact a member of
our Global Communications and Marketing Team.
Front cover image: © Leonard Faüstle
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

MSC style guide
About MSC
1.
3
About MSC
Contents
1. About MSC

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
Contents
1. About MSC

MSC style guide
About MSC
2.
5
Language
Contents
1. About MSC

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
Contents
1. About MSC

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
Contents
1. About MSC

MSC style guide
About MSC
3.
8
Our identity
Contents
1. About MSC

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
Contents
1. About MSC

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
Contents
1. About MSC

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
Contents
1. About MSC

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
Contents
1. About MSC

MSC style guide
About MSC
4.
13
Typography
Contents
1. About MSC

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)
0123456789 ( )?!@*
Arial (Regular)
0123456789 ( )?!@*
Contents
1. About MSC

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!
Contents
1. About MSC

MSC style guide
4. Typography 16
Get Certified! MSC Fisheries Standard3
The MSC ecolabel is a mark
of sustainability, credibility
and traceability.
The MSC
ecolabel on
your catch
The MSC Standarde
Working with scientists and marine
experts, we have developed the
world’s most recognised standard
for sustainable wild-caught seafood.
Well managed fisheries that ensure
the long-term sustainability of fish
stocks and keep ecosystems healthy
can be certified to this standard. Catch
from these fisheries can then be sold
alongside the blue MSC ecolabel.
Every business along an MSC certified
seafood supply chain must comply with
the MSC Chain of Custody Standard,
ensuring that MSC labelled seafood
can be traced back to a sustainably
managed certified fishery.
Consumers who choose to buy seafood
with the MSC ecolabel reward those
fisheries going the extra mile to protect
the environment and fish stocks for
the future.
2 AMR 2014 survey of over 9,000 regular seafood shoppers in
15 countries across Europe, Asia, Australia and North America.
245
More than fisheries have
been certified as
sustainable against
the MSC standard
since 1999
25,000
Over
MSC certified products are now
available in around 100 countries
10
Over
million tonnes
of seafood, accounting
for around 10% of all
wild-caught seafood,
annually comes from
fisheries engaged in
the MSC program
30% of seafood
shoppers recognise
the MSC ecolabel2
Get Certified! MSC Fisheries Standard 2
Become part of a collective
effort to ensure healthy
oceans for future generations.
Sea into
the future
Sustainability for the future
Covering more than 70% of the
planet’s surface, oceans are home to
an extraordinary diversity of life. They
support the livelihoods of one tenth of the
world’s population1
, and are a vital source
of protein for millions of people.
We run the only certification and
ecolabelling program for wild-capture
fisheries that meets best practice
guidelines set by both the United Nations
Food Agriculture Organization and
ISEAL, the global membership association
for sustainability standards. By being part
of this program fisheries, retailers and
food processors from around the globe are
helping to safeguard seafood supplies.
By gaining MSC certification, your fishery
will become part of this collective effort
that is helping to protect our oceans
for future generations. Your fishery will
also have the opportunity to supply the
increasing number of markets that are
demanding MSC ecolabelled products.
1 FAO SOFIA Report 2014
Image:©armiblue
“We appreciate that our
clients and their customers
take sustainability seriously,
and that they demand MSC
certification from their suppliers.”
Sigve Nordrum, Sustainability
Director at Aker BioMarine
Use of type
The example here shows how the different styles
of type can be used to create interest and emphasis
within your page layouts.
To help keep our publications consistent in style we
have created a suite of InDesign templates of various
formats and styles of layout which can be used.
You should where possible, use these templates.
You can access the InDesign templates from:
multimedialibrary.msc.org
The style and size of text must be consistent for
each component throughout your publication.
See list of text style components below:
1. Publication title and page numbers
2. Headings and sub headings
3. Page titles and section headings
4. Intro copy
5. Quotes
6. Image credits and references
7. Body copy
8. Key facts and figures
For more information on using colour with text,
see page 20. For more information on page layouts,
see Section 6.
4.3.2.1.
6.5. 7. 8.
Contents
1. About MSC

MSC style guide
About MSC
5.
17
Colour
Contents
1. About MSC

MSC style guide
5. Colour 18
Our colour palette
Our colour palette is made up of three groups:
• MSC blue
• Secondary colours
• Monochrome – 80% black and white.
Ensure colour breakdowns are adhered to
for consistency:
• CMYK is for print
• RGB and hex for digital
For information on using colour with text,
see page 20. For examples of publications
showing colour in use, see Section 6.
10%Pantone 313
CMYK 98 0 14 5
RGB 0 154 199
Hex #009ac7
70% 40% 20%10%Pantone 286
CMYK 100 60 0 2
RGB 0 93 170
Hex #005daa
70% 40% 20%
10%Pantone 638
CMYK 70 0 10 0
RGB 0 182 222
Hex #00b6de
70% 40% 20%
10%Pantone 354
CMYK 80 0 90 0
RGB 0 178 89
Hex #00b259
70% 40% 20%
10%Pantone 1795
CMYK 0 100 100 0
RGB 187 62 51
Hex #bb3e33
70% 40% 20%
10%Pantone 376
CMYK 46 0 100 0
RGB 150 185 7
Hex #96b907
70% 40% 20%
10%Pantone 151
CMYK 0 48 95 0
RGB 248 151 40
Hex #f89728
70% 40% 20%
10%Pantone 7416
CMYK 0 54 63 10
RGB 229 106 84
Hex #e56a54
70% 40% 20%
10%Pantone 339
CMYK 84 0 56 0
RGB 0 177 148
Hex #00b194
70% 40% 20%
10%Pantone 130
CMYK 0 30 100 0
RGB 253 185 19
Hex #fdb913
70% 40% 20%
10%Pantone 1665
CMYK 0 69 98 14
RGB 220 68 5
Hex #dc4405
70% 40% 20%
10%Pantone 348
CMYK 100 0 85 24
RGB 0 135 82
Hex #008752
70% 40% 20%
MSC blue
Monochrome
Secondary colours
Black 80%
CMYK 0 0 0 80
RGB 88 89 91
Hex #58595b
White
CMYK 0 0 0 0
RGB 255 255 255
Hex #FFFFFF
Contents
1. About MSC

MSC style guide
5. Colour 19
Tints
Tints of the colours in our colour palette can
be used for backgrounds, highlight boxes,
infographics, charts, diagrams or tables.
The tints of colours we recommend you use are
70%, 40%, 20% and 10%. Please make sure
the tints you use are consistent throughout
your materials.
Pay careful attention to accessibility, making sure
there is good contrast between your colours and
that any text placed on a coloured background
is legible, especially on publications that are
intended to be photocopied.
Examples of publications showing tints in
use, see page 20 and see also Section 6.
MSC blue
Secondary colours
70%
70% 70%
40%
40% 40%
20%
20% 20%
10%
10% 10%
Pantone 286
RGB 77 142 196
Hex #4D8EC4
RGB 153 190 221
Hex #99BEDD
RGB 204 223 238
Hex #CCDFEE
RGB 230 239 247
Hex #E6EFF7
RGB 254 227 161
Hex #FEE3A1
RGB 254 241 208
Hex #FEF1D0
RGB 255 248 231
Hex #FFF8E7
Pantone 130
RGB 254 206 90
Hex #FECE5A
RGB 153 215 233
Hex #99D7E9
RGB 204 235 244
Hex #CCEBF4
RGB 230 245 249
Hex #E6F5F9
Pantone 313
RGB 77/184/216
Hex #4DB8D8
RGB 252 213 169
Hex #FCD5A9
RGB 254 234 212
Hex #FEEAD4
RGB 254 245 234
Hex #FEF5EA
Pantone 151
RGB 250 182 105
Hex #FAB669
RGB 153 226 242
Hex #99E2F2
RGB 204 240 248
Hex #CCF0F8
RGB 230 248 252
Hex #E6F8FC
Pantone 638
RGB 77/204/232
Hex #4DCCE8
RGB 251 203 172
Hex #FBCBAC
RGB 253 229 214
Hex #FDE5D6
RGB 254 242 234
Hex #FEF2EA
Pantone 1655
RGB 247/164/110
Hex #F7A46E
RGB 153 224 212
Hex #99E0D4
RGB 204 239 234
Hex #CCEFEA
RGB 230 247 244
Hex #E6F7FA
Pantone 339
RGB 77/200/180
Hex #4DC8B4
RGB 153 207 186
Hex #99CFBA
RGB 204 231 220
Hex #CCE7DC
RGB 230 247 238
Hex #E6F3EE
Pantone 348
RGB 77/171/134
Hex #4DAB86
RGB 228 178 173
Hex #E4B2AD
RGB 241 216 214
Hex #F1D8D6
RGB 248 236 235
Hex #F8ECEB
Pantone 1795
RGB 207/120/112
Hex #CF7870
RGB 153 224 184
Hex #99E0BD
RGB 204 240 222
Hex #CCF0DE
RGB 230 247 238
Hex #E6F7EE
Pantone 354
RGB 77/201/139
Hex #4DC98B
RGB 245 195 187
Hex #F5C3BB
RGB 240 225 221
Hex #FAE1DD
RGB 252 240 238
Hex #FCF0EE
Pantone 7416
RGB 237/151/135
Hex #ED9787
RGB 213 227 156
Hex #D5E39C
RGB 234 241 205
Hex #EAF1CD
RGB 245 248 230
Hex #F5F8E6
Pantone 376
RGB 182/206/81
Hex #B6CE51
Contents
1. About MSC

MSC style guide
5. Colour 20
Use of colour
When using colour in a piece of communication
please ensure you do the following:
• Always use the MSC blue as the primary colour
• Use up to two secondary colours plus the
MSC blue and associated tints
• 80% black used for the main body copy on
light/white backgrounds. White copy to be
used over images or dark backgrounds
• Consider contrast and accessibility when using
colour particularly for text (tints may prove to
be too faint to be legible)
• Your chosen secondary colours can be used
for pull-out text or caption text
• Only use the colours from our colour palette
• Define a purpose for a colour and be consistent
with its use e.g. one colour used for quotes,
one colour used for headlines or body copy etc.
• Tints can be used in panels to highlight copy
or within infographics, diagrams and key facts
Examples of publications showing colour in use,
see Section 6.
Get Certified! MSC Fisheries Standard20Get Certified! MSC Fisheries Standard 20
and traceability.
Sea into
the future
The MSC
ecolabel on
your catch
The Marine Stewardship Council (MSC)
is an international non-profit organisation
established to address the problem of
unsustainable fishing and to 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.
the future.
1 FAO SOFIA Report 2014
245
been certified as
sustainable against
the MSC standard
since 1999
Over
10
Over
million tonnes
annually comes from
the MSC program
White copy
placed over
colour wash
images
See following
page on how
to apply a
colour wash
Coloured
text placed
over images
Tints used
for key facts
and text boxes
Secondary colour
used for pull-outs
and intro copy
80% black text used
on light background
MSC blue used
for keylines
and headings
MSC blue used
for quotes
and credits
Examples of how colour can be used
30% of seafood
shoppers recognise
the MSC ecolabel2
Image:©armiblue
MSC: The best environmental choice in seafood
“Selling MSC-certified seafood
is important to maintain
Japan’s fish eating culture for
the next generation. Aeon will
proactively continue to provide
MSC-certified seafood.”
Mitsuko Tsuchiya, Director / Senior
Executive Officer of Aeon Retail Ltd.
©KimNapoli©AkiraYagisawa
Recent research into seafood buying
behaviour around the world shows:
Increased appetite for
sustainable seafood
41%
65%
US$4.8bn
9in10
of seafood
consumers actively
look for fish from a
sustainable source
agreed it’s important
for supermarkets
to sell sustainably
caught fish
believe ocean sustainability is important
Consumer facing retail value of
“Correct labelling of
seafood is fundamental for
consumers. At each stage of
the supply chain it is vital that
assessments of authenticity
are carried out rigorously so
that confidence is assured.”
Stephen Parry, Findus Group UK
MSC certified seafood must be
– Purchased from certified suppliers
– Identifiable at all times
– Segregated from non-MSC
certified seafood
– Traceable and recorded
– Managed systematically
Join the growing global
network of organisations
proudly displaying the
MSC ecolabel
61%
believe restaurants should
show sustainable seafood
options on their menus
Contents
1. About MSC

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
Contents
1. About MSC

MSC style guide
About MSC
6.
22
Design
application
Contents
1. About MSC

MSC style guide
Our visual style
Following MSC certification in
2009, the Ben Tre clam fishery in
Vietnam experienced up
to 50% price increases for its
products due to new markets
in Europe and North America.
3 Roheim et al 2011 Journal of Agricultural Economics
4 Asche et al 2013 Duke University, USA
5 Sogn-Grundvag et al 2014 Journal of Agricultural Economics
“The MSC process has been
hugely valuable in helping to
create positive dialogue and
relationships with NGOs and other
fishing organisations. It has given
us a framework to address concerns
and deliver measurable impacts.”
Johann Augustyn, Secretary of the
South African Deep-Sea Trawling
Industry Association
Potential benefits include:
– Livelihoods protected
– Access to new markets
– Existing markets secured
– Possible price premiums
– Reputation enhanced
– Promotional opportunities
Achieving certification against the
MSC Fisheries Standard validates the
efforts made by your fishery to ensure
the long term sustainability of marine
environments. By ensuring that your
fishing practices are sustainable you
will be helping to secure jobs and
fishing-based economies for the future.
You could also enhance your reputation
and secure new business opportunities.
Benefits of
MSC certification
©LeonardFaüstle
Independent studies conducted in
the USA show price premiums of 14%
for MSC certified Alaska pollock3
, 13%
for salmon4
and 10% for haddock5
.
In 2014 94% of MSC certified fisheries
met best practice requirements for stock
health, compared with 80% in 2009.
MSC certified fisheries can gain a
competitive advantage in markets
where environmental credibility
plays an increasingly decisive
role in purchasing decisions.
Sustainable fishing for today and tomorrow
An introduction
to MSC fisheries
certification
[INSERT FSC LOGO,
PRINTER AND PAPER
INFO HERE]
FSC LOGO TO
GO HERE
Design by Forster Communications.
All information correct at time of publication.
@MSCecolabel #MSCcertified
© Marine Stewardship Council 2015
info@msc.org
www.msc.org/fisheries
/marine-stewardship-council
/sustainableseafood
Find out more:
Countries where fisheries are engaged in the MSC program
fisheries certified
to the MSC
Fisheries Standard
245
More than
Inspirational
imagery
Key facts
figures
Real people, real stories
Bold use
of colour
Our visual style is the outward expression
of the MSC. Our logo is the primary element
of that visual expression. However, other
component parts play an important role in
establishing the MSC visual style.
These style elements are:
– Typography
– Colour
– Imagery
In this section we show how all these elements
can be brought together to create engaging and
inspiring visual communications for the MSC.
Contents
1. About MSC

MSC style guide
Design grid
We have a developed a flexible grid to use
when producing layouts. It helps provide visual
consistency while allowing room for variety.
It helps you place columns of text and provide
scale and a framework for imagery.
The grid is made of six vertical columns which
can be used in any of the following ways to create:
• Six single columns of text
• Three columns of text
• Two columns of text
• One column of text
For your horizontal guide, we suggest using your
programme’s default baseline grid as a starting
point, this allows you to customise your design
depending on the needs of your application.
The grid may not work for all layouts, especially
for digital formats, in this instance please see
the wireframe examples shown on page 30 for
guidance.
Whatever grid layout you choose, make sure
that you use it as consistently as possible.
See the following page for examples of layouts.
Get Certified! MSC Fisheries Standard Get Certified! MSC Fisheries Standard1 2
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Image:©Credit
Image: © Credit
“Lorem ipsum dolor sit amet,
consectetur adipiscing elit, sed
do eiusmod tempor incididunt ut
labore et dolore magna aliqua. Ut
enim ad minim veniam, quis nos
trud exercitation ullamco laboris”
Quote credit
Organisation
200%growth in emerging markets
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incididunt ut labore et dolore magna aliqua.
Image caption
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Contents
1. About MSC

MSC style guide
Publication spread
examples Get Certified! MSC Fisheries Standard25Get Certified! MSC Fisheries Standard 25
Benefits of
MSC certification
©LeonardFaüstle
, 13%
for salmon4
.
and traceability.
Sea into
the future
The MSC
ecolabel on
your catch
the future.
1 FAO SOFIA Report 2014 2 AMR 2014 survey of over 9,000 regular seafood shoppers in
245
been certified as
sustainable against
the MSC standard
since 1999
25,000
Over
10
Over
million tonnes
annually comes from
the MSC program
30% of seafood
shoppers recognise
the MSC ecolabel2
Image:©armiblue
The examples shown here demonstrate how
text and image can be married together to create
inspiring and engaging layouts for publications.
When producing layouts we want you to create
pace and dynamism to engage the reader:
• Give key facts and figures emphasis, but
ensure they are clear and impactful
• Colour can be used throughout materials
but please limit them to two per publication
plus the MSC blue and associated tints
• We have a flexible approach to imagery.
Photography can be used within the layout
grid and as full bleed across a page or
a double page spread
• Illustration and infographics can be used
throughout materials to engage the reader
with information and inspiration
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
Section
heading
Lorem ipsum dolor sit amet,
enim ad minim veniam, quis
nostrud exercitation.
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
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
campuses around the world the next generation
is learning the critical importance
Marine Stewardship Council
Annual Report 2013/14
2 Marine Stewardship Council
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.
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.
partnered with more than a dozen universities
in North America, the National Association of
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
adverse effects on and maximise benefits to
the environment, promote sustainable
development, and raise public awareness and
action regarding environmental protection. This
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.
11
Contents
1. About MSC

MSC style guide
Grid structure
The layouts opposite show a two column
text layout using our six column grid.
Our grid is designed to be flexible which will
help provide visual consistency while allowing
room for variety across spreads and through
your publication.
The points below can be applied to all layouts
using our grid structure:
• Ensure spreads have plenty of white space,
to create pace for the reader – the ratio of
text and image should be approx two-thirds
to one-third clear space
• When running text over an image please
ensure there is clear space and high enough
contrast to ensure legibility
• We use keylines to determine space and to
divide layouts. The keyline may appear in any
of the colours you have chosen from our colour
palette. For standard size layouts such as
A5 and A4 (US Letter or half letter) the keyline
should be used at a thickness of 0.5 point. For
larger or smaller design layouts the keyline
should be scaled up or down to match the
proportions of the rest of the design.
Examples of a three column text layout using
our grid are shown on the following page.
Benefits of
MSC certification
©LeonardFaüstle
, 13%
for salmon4
.
and traceability.
Sea into
the future
The MSC
ecolabel on
your catch
the future.
1 FAO SOFIA Report 2014 2 AMR 2014 survey of over 9,000 regular seafood shoppers in
245
been certified as
sustainable against
the MSC standard
since 1999
25,000
Over
10
Over
million tonnes
annually comes from
the MSC program
30% of seafood
shoppers recognise
the MSC ecolabel2
Image:©armiblue
Introduction copy
Introduction copy
Ecolabel
Section heading
Body copy Body copy
Body copy
Pull-out stats
Pull-out stats
Pull-out stats
Pull-out stats
Reference
Image credit Reference
Credit
Publication title Publication titlePage number Page number
Section heading
Full-bleed image
fishing organisations. It has given us
a framework to address concerns
Indus
Dir
Introduction copy
Section heading
Body copy
Image
caption
Quote
Quote
Body copy Body copy
Reference
Credit
Inset image bleeds across
from the left hand page to right
Examples of how an A5/US half letter publication could look
Contents
1. About MSC

MSC style guide
Grid structure continued
200%
Over
Section
heading
3
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.
partnered with more than a dozen universities
in North America, the National Association of
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
adverse effects on and maximise benefits to
the environment, promote sustainable
development, and raise public awareness and
action regarding environmental protection. This
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.
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
Image caption
Body copy Body copy Body copy
Body copy
Pull-out stats
Dir
Quote
Full bleed double page
background image
Section heading
Introduction copy
Body copy Body copy
Dir
Quote
Inset image bleeds across
from the left hand page to right
Examples of how an A4/US letter publication could look
Contents
1. About MSC

MSC style guide
Front cover examples
The examples shown here demonstrate how you
can develop a distinctive brand style for your
front cover that combines the MSC core brand
elements to create compelling communications.
To create the colour panel, see page 21.
Global Impacts
Report 2015
Look for the
MSC ecolabel
The MSC ecolabel on a seafood product
means that it…
• comes from a sustainable wild-catch
fishery that has been independently
certified to the MSC standard.
• is fully traceable to a sustainable source.
Tens of thousands of MSC certified
products are now available in
around 100 countries.
Design by Forster Communications
Cover photo: ©armiblue
Ensuring
healthy
oceans for
the future
msc.org
Charitable donations support us in engaging
with fisheries, raising consumer awareness,
and ensuring the integrity of our standards.
Help to support our work at:
www.msc.org/oceanhero
Be an ocean hero
@MSCecolabel
/MSCecolabel
info@msc.org
www.msc.org
Why sell certified
sustainable seafood?
For organisations with a central office function and
many locations distributing, processing or trading
certified seafood such as co-operatives, franchises
and vertically-integrated companies
Portrait examples
Landscape examples
MSC style
guide
A guide for creating exciting and
consistent MSC communications PowerPoint Template
Internal use only
June 2015
1
1. About MSC
MSC style
guide
A guide for creating inspiring and
consistent MSC communications
Global (version 2.0) – English
Contents
1. About MSC

MSC style guide
Back cover
1. Contact details (optional) These should use three
columns. The top row consists of the three main
regional offices and below the keyline are the list
of area offices in alphabetical order. In instances
where a publication is A5 (half letter) or where there
are space issues the addresses can be omitted.
2. FSC®
(Forest Stewardship Council) logo
All MSC publications must be printed on FSC®
certified paper www.fsc-uk.org. Like the MSC, the
FSC have a chain of custody. If you are printing
professionally you must use a coded FSC®
logo that
specifically applies to the paper and the printer you
use. Your printer will supply the correct logo to you.
The FSC logo should be placed below the contact
addresses and just above the disclaimer copy with
the print and paper details to the right or under the
logo. The designer’s name/design company can go
under the FSC®
logo and print info if applicable.
3. General disclaimer copy
The general disclaimer copy should sit in the
bottom left hand corner below the design and
print information.
4. Digital media lock-up
The digital media lock-up should be used bottom
right and should be used as our official ‘sign-off’
on all our publications.
5. Background colour
The background colour should match the colour
chosen for your front cover and should bleed off
the page. Make sure your text is legible, for example
use 80% black text on a light coloured background.
The space at the top should be left blank
but can be used for extra information
when necessary. See example below:
@MSCecolabel
/MSCecolabel
info@msc.org
www.msc.org
MSC Global Headquarters
and Regional Office – Europe,
Middle East and Africa
Marine House
1 Snow Hill
London
EC1A 2DH
info@msc.org
Tel: + 44 (0) 20 7246 8900
Fax + 44 (0) 20 7246 8901
Registered Charity number: 1066806
Registered Company number: 3322023
MSC Regional Office – Americas
2110 N. Pacific Street
Suite 102
Seattle, WA 98103
USA
americasinfo@msc.org
Tel: + 1 206 691 0188
Fax: +1 206 691 0190
Non profit status: 501 (C) (3)
Employer Identification number: 91-2018427
MSC Regional Office – Asia Pacific
352 Tanglin Road
Strathmore Block #02-07/8/9
Singapore 247671
APinfo@msc.org
Tel: +65 64723280
Non profit status: application pending
Registered Company number: 201215612M
Area Offices:
Beijing – China
Berlin – Germany, Switzerland, Austria
Cape Town – Southern Africa
Copenhagen – Denmark
The Hague – Netherlands, Belgium,
Luxembourg
Halifax – Canada
Madrid – Spain, Portugal
Moscow – Russia
Paris – France
Reykjavik – Iceland
Santiago – Chile
Salvador – Brazil
Stockholm – Baltic Sea Region
Sydney – Australia, New Zealand
Tokyo – Japan
Warsaw – Poland
[INSERT FSC LOGO, PRINTER
AND PAPER INFO HERE]FSC LOGO TO
GO HERE
Designed by [insert designer/company]
Participation in the MSC’s certification program changes over time;
all details within this document are accurate at time of publication.
Generic A4/US letter example
Find out more:
You can download the
relevant digital media lock-
ups and its guideline from
the MSC Multimedia Library:
multimedia .msc.org
NOTE
1.
5.
4.
2. 3.
A5 example showing additional map
@MSCecolabel #MSCcertified
info@msc.org
www.msc.org/fisheries
/sustainableseafood
Find out more:
Countries where fisheries are engaged in the MSC program
fisheries certified
to the MSC
Fisheries Standard
250
More than
All information correct at time of publication.
[INSERT FSC LOGO, PRINTER
AND PAPER INFO HERE]
FSC LOGO TO
GO HERE
Designed by [insert designer/company]
Contents
1. About MSC

MSC style guide
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
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Contents
1. About MSC

MSC style guide
Title Xereped quas
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inveles mi
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omnitatur atur?
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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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quis nostrud exercitation ullamco lris nisi ut aliquipa commodo consequ sed do eiusmod tempor incididunt ut
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Main copy
Call-to-action
Sub copy/disclaimer
Image
Image
Main copy
Call-to-action
Sub copy/disclaimer
Contents
1. About MSC

MSC style guide
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
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
Look for the label
Job Title
Name Surname
Marine House 1 Snow Hill London EC1A 2DH UK
E: emailaddress@msc.org
D: +44-12-34567890
M:+00-1234-567-890
T: +44-12-34567890
Follow us:
www.msc.org
/mscecolabel
@mscecolabel
Contents
1. About MSC

MSC style guide
About MSC
7.
33
Imagery
Contents
1. About MSC

MSC style guide
7. Imagery 34
Our image style
We have a strong heritage of using
impactful imagery.
Where possible, try to use images that
compliment a colour in our colour palette.
For example, a dominant jacket colour
which is similar to one of our colours.
This creates a more impactful image and
links it directly with the rest of the creative.
People focus and detail – telling the stories
of the work being done every day by MSC
certified fisheries round the world.
Prepared, cooked and packaged seafood
– showing the range of certified seafood
available to consumers.
Illustration – to inspire and inform,
an alternative to using photography.
People focus and detail
Prepared, cooked and packaged seafood
Illustration
©?©LoblawCompaniesLimited
©?©MSC
©LeonardFaüstle©MSC
Contents
1. About MSC

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.
Contents
1. About MSC

MSC style guide
7. Imagery 36
Photography
People focus
The story of the fishers from MSC certified
fisheries for all audiences.
Below are some key points to think about
when sourcing and or commissioning people
focussed imagery:
• Represent fishers as heroes of the
MSC certification program
• Create an honest portrayal of the subject.
Avoid putting people in artificial scenarios
• Bring out the character/personality of the
people in focus
• Ensure there are colourful elements within
any images – increasing saturation can be
achieved in post-production
Avoid:
• Over complicated backgrounds
• Clichéd depictions of fishers
• Focusing on dead fish (unless displayed
in a fish counter), showing fish guts or
fish that look distressed
• Showing people smoking or drinking or anything
culturally sensitive
Avoid the following...
...focus on dead fish/fish guts ...clichéd depictions of fishers ...smoking
©MSC
©LeonardFaüstle
✔ ✔
Contents
1. About MSC

MSC style guide
7. Imagery 37
Photography
Teams and groups
Below are some key points to think about
when sourcing or commissioning imagery
showing teams and groups of people:
• Represent fishers as heroes of the MSC
certification program
• Create an honest, active portrayal of the subject
• Bring out the character/personality of the
individuals within groups
• Reflect familial relationships that might
exist or the camaraderie that exists when
people work together
• Ensure there are colourful elements within
any images – increasing saturation can be
achieved in post-production
Avoid:
• Over complicated images or backgrounds
• Focusing on dead fish (unless displayed
in a fish counter), showing fish guts or
fish that look distressed
• Putting people in artificial scenarios or forced
positions such as lining people up in a row
• Not being able to see what is happening
in the image
Avoid the following...
...putting people in artificial scenarios or forced
positions such as lining people up in a row
...complex or busy imagery
✔ ✔
©NiceandSerious
©NiceandSerious
Contents
1. About MSC

MSC style guide
7. Imagery 38
Photography
Detail
We show detail in three key ways; as seafood
freshly caught, being prepared and for sale in
a retail environment and cooked or consumed
in a restaurant or at home.
Below are some key points to think about when
sourcing and or commissioning detail imagery:
• Keep the focus of the image clear when
photographing seafood at sea
• When the image shows seafood in a retail
environment keep the image simple
• Always show the MSC ecolabel on a product
in a retail environment ensuring correct use
• Ensure prepared seafood looks inviting
and appetising
• Show cooked seafood in environments that
the audience can understand e.g. at home
or restaurant setting
Seafood at sea
Cooked seafood
Seafood being prepared and in retail environments
©?©?MacDonalds©MSC
©?©MSC©MSC
©?EasternBalticCod©LoblawCompaniesLimited©MPurves/MSC
Contents
1. About MSC

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
Contents
1. About MSC

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
Opportunities for Stakeholders to Engage
with the Fishery Assessment Process
Version 2.0 of MSC’s Fisheries Certification Requirements
Contents
1. About MSC

MSC style guide
About MSC
8.
41
Moving
image
Contents
1. About MSC

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
Contents
1. About MSC

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
Contents
1. About MSC

MSC style guide
About MSC
9.
44
Tools and
templates
Contents
1. About MSC

MSC style guide
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
Contents
1. About MSC

MSC style guide
Title Page
Sub heading
Date
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
Title Page
Sub heading
Date
Contents
1. About MSC

MSC style guide
About MSC
10.
47
Checklist
Contents
1. About MSC

MSC style guide
10. Checklist 48
These are a few examples of applications
to be avoided to ensure consistency.
1. Do not alter the suggested configurations of
our logo. Never place our logo in the middle
of a piece of communication
2. Do not use Meta Pro Black for titles or headings
3. Do not create small inset panels to contain
titles and headings
4. Make sure that your text is legible,
especially when placing over an image
5. Do not use full colour images across double
page spreads, only use black and white overlaid
with a colour panel. Avoid creating large boxes
to contain text within publications
6. Avoid making messages for online banners
too long and avoid creating scrolling banners
with more than three frames
If you are in any doubt about anything mentioned
in these guidelines, please contact the Global
Communications and Marketing Team or your
local MSC communications representative.
Title
example
Subheading copy
Title
example
Subheading copy
Title
example
Subheading copy
Title
example
Subheading copy
200%
Over
Section
heading
3
1. 2. 3.
4. 5. 6.
‘We’re committed to
safeguarding the
world’s oceans for
future generations,
hook,line and sinker’
amet, consectetur
What not to do
Contents
1. About MSC

MSC style guide
10. Checklist 49
When you are creating a piece of communication
for the MSC, take some time to think whether it
adheres to our brand guidelines and answer the
questions opposite.
Checklist
Aims and audience
Who is this communication for?
What do you want them to know and do/what
do they need to know?
Have I covered who, what, why, where, when?
Make sure you consider
Is the correct MSC logo being used?
Is the MSC logo in the correct position and
not distorted?
Is there enough clear space around the logo?
Is the correct typeface being used?
Am I using the correct MSC colours and
tints in the correct colour breakdown for
my materials end use?
Our language style
Am I referring to our MSC product correctly?
Clear: is it easy to read and easy to understand?
Straightforward: does it avoid jargon and
acronyms?
Language: does it use the correct wording
and phrases?
Our image style
Is the image a high enough resolution?
Is the image clear, simple and uncomplicated?
Can you clearly identify the subject and focus?
Is the image positive and inspirational?
Contents
1. About MSC

MSC style guide
About MSC 50
For more guidance or information
about these guidelines please contact:
Global Communications and Marketing Team
© Marine Stewardship Council July 2015
Contents
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MSC style guide v2.0

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