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BRAND IDENTITY Blood:Water is a non-profit organization partnering with Africa to end the HIV/AIDS & water crises.

MISSION STATEMENT Blood:Water is an equipping agency that partners with African grassroots organizations to address the HIV/AIDS and water crises. We do this by identifying Africa’s hidden heroes and coming alongside their vision for change. Through technical, financial and organizational support, we expand the readiness and effectiveness of African civil society organizations and the communities they serve.

The guidelines here serve to define and clarify the usage of Blood:Water’s logo and brand.


THE DROP Blood:Water

began

as

a

call

to

personalize the HIV/AIDS crisis in Africa. After funding a late stage AIDS hospice, Co-Founders Jars of Clay and Jena Lee Nardella learned of the vital link between living with HIV/AIDS and the need for clean, safe water. People living with HIV/AIDS

have

a

weakened

immune

system. Bacteria in dirty water holds the potential to be life-threatening for those living with the virus, while it may only make a person without the virus slightly ill. The

drop

in

the

Blood:Water

logo

represents both blood and water and their

delicate

interaction

with

one

another.

Clean Blood

Clean Water


LOGO Minimum Size

x

x

x WRONG

x

x

Logo may only be one solid color. Use of the Blood:Water logo is

x

x

x

strictly prohibited outside of official corporate partnerships.

Leave about 30% whitespace between the logo and other elements.

Fundraisers are granted a non-exclusive right to use the

Acceptable Logo Colors

Blood:Water logo in promotional materials related to their fundraising event. The drop logo may be used without the words Blood:Water but

PMS 173

the Blood:Water portion of the logo may never be used without the drop. There are no spaces on either side

PMS 7472

of the colon, regardless of logo. When written, Blood:Water should always have a capital B and W or PMS COOLGRAY 11

WHITE

be in all caps.


COLORS 90%

80%

70%

60%

50%

40%

Blood:Water Red PMS 173 R=216 G=077 B=050 #D84D32

12

87

100

02

63

07

34

00

65

57

52

29

Blood:Water Blue PMS 7472 R=057 G=186 B=164 #39BAA4

Blood:Water Gray PMS COOLGRAY 11 R=064 G=064 B=064 #404040

Highlights PMS 128 R=247 G=212 B=075 | #F0D36A PMS Warm Gray 1 R=216 G=209 B=201 | #D8D1C9

yes

no

03

14

82

yes

00

14

no

14

yes

17

00

no

30%


TYPOGRAPHY Gotham Light Body Copy

Gotham Light Italic Body Copy Emphasis

Gotham Medium Body Copy Attention

Gotham Medium Italic Body Copy Emphasis

Gotham Bold Heading

Ziggurat Black Italic Pull Quote

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The Quick Brown Fox Jumps Over The Lazy Dog

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The Quick Brown Fox Jumps Over The Lazy Dog

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The Quick Brown Fox Jumps Over The Lazy Dog

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The Quick Brown Fox Jumps Over The Lazy Dog

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The Quick Brown Fox Jumps Over The Lazy Dog

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ T he Q uick B rown Fox Jumps O ver T he Lazy D og


PHOTOGRAPHY All Blood:Water photos are owned by Blood:Water or our photographers. Fundraisers are granted a non-exclusive right to the photos found on our Resource Page on our website for use on promotional materials and websites related to their fundraising initiatives. All other use of photos is prohibited. When utilizing photos, all Blood:Water photos will be in color or with a color overlay. If specific dimensions are needed, please contact marketing@bloodwater.org. Color overlays are restricted to Blood:Water Red & Blood:Water Blue.


PHOTOGRAPHY DOS & DON’TS

DO Do use Blood:Water Red or Blood:Water Blue as a mulitply color overlay over a black & white photograph.

DON’T Don’t use non-Blood:Water colors as overlays.

DO

DON’T

Do use vibrant, beautiful, dignifying photography showing the hope that our partners bring to their communities.

Don’t use photography that belittles, lowers or demeans the people of Africa. We don’t know any victims; we know heroes and friends.

DO

DON’T

Do make use of the beautiful and diverse landscapes that Africa has to offer.

Don’t use blurry, grainy, over/under exposed or just generally bad photography.


ICONS Blood:Water uses icons to explain our approach in Africa along with technologies used to help in the fight against the HIV/AIDS and water crises. Fundraisers are granted a non-exclusive right to the icons below on promotional materials and websites related to their fundraising initiatives. All other use of icons is prohibited.

1. YOU/DONOR 2. HEALTH/CLINIC 9

1

14

3. IDEA

5 4. AFRICA 5. COMMUNITY 6. WATER 10

15

7. WATER SOURCE 8. DROP

2

6

9. LATRINE 10. WELL 11

16

11. MEDICATION 12. RAIN CATCHMENT 13. BIOSAND FILTER

3

7

14. ZAMBIA 12

17

15. UGANDA 16. RWANDA 17. KENYA 18. ETHIOPIA

4

8

13

18


PARTNERING WITH AFRICA TO END THE HIV/AIDS & WATER CRISES P. O . B o x 6 0 3 8 1 | N a s h v i l l e , T N 3 7 2 0 6 | T 6 1 5 . 5 5 0 . 4 2 9 6 | F 6 1 5 . 7 7 7. 3 4 5 4

bloodwater.org


2014 Blood:Water Brand Book