brand guidelines - clientearth€¦ · primary & secondary colour palettes our palette consists...
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Brand GuidelinesAugust 2016
Thank you for following our brand guidelines.
Whether you’re part of the organisation or have been hired as a designer or developer to support our work, this rulebook is for you. We appreciate your help to create a professional, consistent brand image for ClientEarth.
We are very proud to work for ClientEarth. Following these rules will mean our public image reflects the expertise and immense value our organisation offers.
Contents
Our mission ..................................... 3
Logo and usage .........................4 – 8
Colours ............................................ 9
Typography for designers ............. 10
Typograhy for Microsoft Word ........11
Photography ........................... 12 – 14
If you have any questions at all, please get in touch with the communications team who are always happy to help.
Best regards
Mike Haines Head of Digital Communications [email protected]
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Our missionWe use law as a tool to mend the relationship between human societies and the Earth. We work in Europe and beyond, bringing together law, science and policy to create practical solutions to key environmental challenges.
Our values
Possibility. The belief that societies’ relationship with the natural world can and must be changed, and that law is an appropriate and effective tool to do so.
Boldness. The audacity, courage, passion and resolve to challenge the status quo – to promote, defend and ultimately gain acceptance for new ideas.
Creativity. The freedom, time, trust and tools to allow entrepreneurial thinking and development of novel ideas and approaches to problems.
Adaptability. The nimbleness to seize opportunities as they arise, consistent with our strategic vision.
Transparency. Collaboration and participation in decision-making among colleagues and other organisations.
Strategy. A strategic vision which offers practical solutions to see our mission through.
It’s important that we reflect and reinforce our mission and values in everything we publish. You can do that by following these brand guidelines.
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Logo
At the very heart of the ClientEarth visual identity is the logo. It is purposefully simple and clean.
A logo is a visual representation of the brand, it requires care and respect.
These guidelines set out simple rules to help you use the logo correctly so ClientEarth maintains a consistent, professional brand.
The ClientEarth name uses uppercase ‘C’ and ‘E’ to allow it to read as two words even though there is no space. Whenever the name appears, it should always be written like this.
Exclusion zone
An exclusion zone has been set up to give the logo space to breathe. This is determined by the ‘x’ measurement, the height of the logo’s capital ‘E’.
You can download the logo in various formats from our document library. If you need help please contact the comms team: [email protected]
(Logo for use in Poland only.)
= X
X
X
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White housing version
When the logo is laid over images or coloured backgrounds the white housing version must be used.
Position guide
The ‘y’ denotes how far the logo should sit in the image.
Versions of the logo in its white housing are available to download from our document library.
y y
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Which Logo to use?
The white housing version should only be used with a photographic or sufficiently dense flat colour background.
White background
Photographic background
Flat colour background
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Logo size & position
Whenever possible the logo should be positioned bottom right on the paper. It is also used on the right in the header on various documents. The version of the logo in its white housing should only ever be used on the right-hand margin of any document.
To maintain a consistent use of the ClientEarth’s logo across different materials, we have set sizes for the logo depending on the size of your document.
For each A-size of paper we have defined a width for the logotype, which works for both landscape and portrait orientation:
Paper size Logo White housing
A0 190mm 205mmA1 130mm 140mmA2 85mm 92mmA3 66mm 70mmA4 45mm 50mmA5 38mm 44mm
A6 30mm 33mm
If you are working with custom page dimensions that fall in-between two A-sizes, find the closest A-size and use that logotype width. If necessary adjust size visually, so that the logos relationship to the page remains balanced.
Minimum size
The logo must never be used smaller than 20mm in width.
The Polish version of the logo should must never be used smaller than 24mm in width.
The white housing version must never be used smaller than 25mm in width.
The white housing Polish version must never be used smaller than 29mm in width.
Width (mm)
Width (mm)
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Please don’t...
You must under no circumstances change the ClientEarth logo.
On rare occasions there may be circumstances where you need a variation of the logo. An example is the square logo format used on ClientEarth’s social media accounts. You must always contact comms to request these. They will provide a file. Please do not create your own.
Where ClientEarth’s logo is used alongside those of partner organisations it should match partner logos in height rather than width, because this better ensures legibility.
Please don’t stretch or squash the logotype
Please don’t place the logotype vertically or at any angle, it should only be used
horizontally
Please don’t alter the logo font in any way
Please don’t change the proportions of the logotype
and symbol
Please don’t attempt to recreate the logo
Please don’t change the colours. on the rare
occasions where only one colour is available, please contact the comms team
Please don’t reverse the logo, or place it in a box. Please
use the white housing version instead (page 5)
Please don’t change the order of the elements
Please don’t apply drop shadows and other effects to
the logotype
ClientEarth
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Colours
Primary & secondary colour palettes
Our palette consists of three core primary colours and seven secondary colours. Our primary palette includes green, white and grey-black (also known as ‘Law Black’)”.
White is an important part of our colour palette. Brochure and report layouts should use ‘white space’ to give the feeling of openness to pages.
It should be used for headings when they appear ‘reversed white out’ on coloured backgrounds or photography.
The secondary palette is inspired by the colours that exist in the natural world. They provide a broader choice of colours to add pace and variety across publications. These colours should support the primary colours.
Please ensure that you use the correct Pantone references. The correct CMYK breakdowns are given when you are not using spot colour printing, and RGB values have been provided for all on-screen applications.
Primary
Secondary
Earth Green Pantone 368 CMYK C57 M0 Y100 K0 RGB R112 G182 B62
Law Black Pantone 432 CMYK C21 M0 Y0 K87 RGB R83 G92 B97
Forest Green Pantone Coated 3415 CMYK C100 M0 Y77 K22 RGB R0 G138 B95
Deep Red Pantone Coated 201 CMYK C7 M100 Y68 K32 RGB R157 G34 B53
Tan Pantone 7503 CMYK C0 M12 Y35 K25 RGB R200 G177 B139
Sunset Yellow Pantone 142 CMYK C0 M28 Y76 K0 RGB R253 G190 B87
Natural Stone Pantone Coated 7537 CMYK C3 M0 Y10 K20 RGB R202 G206 B194
Light Grey Pantone 420 CMYK C0 M0 Y0 K15 RGB R212 G212 B212
Sky Blue Pantone 2141 CMYK C43 M13 Y0 K0 RGB R155 G197 B234
Sea Blue Pantone 7474 CMYK C90 M0 Y28 K22 RGB R0 G146 B159
White
Tint 70%
Tint 50%
Tint 70%
Tint 70%
Tint 70%Tint 70%
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Typography for designers Headings are set in
Merge LightClientEarth’s primary typeface is Merge Light for headings, titles and introductions.
Subheadings are in Arial bold and Arial light is used for body copy.
Type settings for Merge Light
Character spacing: -22* Kerning: Optical Leading: Same as character size, eg. 32pt on 32pt leading. Wordspacing: min: 75% desired: 75% max: 75%*
Type settings for Arial
Character spacing: 0/default Kerning: Optical Leading: 120% Wordspacing: min: 80% desired: 90% max: 90%*
*As defined in InDesign
Subheads are set in Arial Bold
Body copy is set in Arial Light.
Introductions to sections are also set in Merge Light. Whenever Merge Light is used please follow the type settings on the left to achieve a consistent look and feel.
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Typography for Microsoft Word Headings are set in Arial
Regular, and must not be larger than 40pt. Headings always appear in our primary green colour.
Arial is used for headings and titles.
Subheadings are in Arial Bold and body copy is set in Arial Regular.
Templates for all internally created documents can be downloaded from our document library. They have all the styles you need pre-set. Ask the communications team if you are unsure how to use these.
Subheads are set in Arial Bold in our primary colour Law Black.
Body copy is set in Arial Regular, also in Law Black.
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Photography
ClientEarth’s imagery should convey positivity, beauty and realism.
Positivity, because ClientEarth believes it can make a positive difference to the Earth and all living species on it. This optimism is communicated in our imagery. For example; if we are campaigning for clean air in Britain, our imagery should focus on a positive outcome (for example; a child playing happily outdoors, rather than smog on the skyline).
Beauty, because this acts as a powerful and persuasive tool for our communications. Conveying beauty can be achieved through a variety of ways such as selecting picturesque, attractive scenes and people, artful crops or by focusing on more abstract elements such as texture, colour and atmosphere.
There may be times when it is not possible to focus on a positive outcome or a beautiful subject.
In these instances a professional photograph with aesthetically pleasing composition values should be used.
Realism, because our brand is rooted in reality. We often choose high-quality amateur photography over professional shots to ensure our imagery feels ‘real’. Under no circumstances should you choose obviously ‘stock’ photography. Scenery, whilst conveying beauty should avoid looking overly ‘perfect’ or false in colour saturation.
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Photography
ClientEarth recognises above all else that the relationship between people and planet needs to change before we can make the Earth a better place. Therefore the presence of humanity in our communications is important.
Striking a balance
When selecting photography for our publications, an equal balance of 50/50 must be struck between humanity (people or man-made structures) and the natural world.
For instances where only one image can be used (such as a postcard) we aim where possible, to reference humanity’s interaction with the natural world.
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Photography
We only use colour photography in our communications. Photography should be reportage not posed and the shots should always be naturally sympathetic towards the people in them. Warm moments should be captured if possible but should never be manufactured.
Finally
Where possible, use simple, clean, uncluttered, strong and powerful imagery. Use macro crops that grab attention and avoid images that are too ‘busy’ or multicoloured.
This approach underpins our brand and standing as an informed and respected global organisation.
