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LOOKING GOOD CISV’S BRAND GUIDELINES


D N A R B CISV believes in the value of diversity. We also understand that large, diverse organizations need to have a familiar look and feel when they are communicating. To help us maintain that familiar look and feel, these Guidelines are an easy set of rules for communicating CISV visually. These Guidelines should be read together with Just Saying: an easy guide to communicating CISV in words. 2


CONTENTS Building a Global Image

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The Basics

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Fonts

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Font Variations

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Fonts for Web

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The CISV Logo

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When Using the Logo..

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What Not to Do

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Sub-brands: National Associations

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Sub-brands: Programmes & Chapters

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Be Creatively Colourful

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Every Image Tells a Story

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Photography Guidelines

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Image Bank

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Design for Print

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CISV T-Shirts

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BUILDING A GLOBAL IMAGE CISV has developed tremendously since it was founded in 1950 as Children’s International Summer Villages. With a range of programmes, local and international, for people of all ages, CISV no longer only provides Villages for Children in the Summer. Meanwhile, the world around us has changed at a fast pace. Growing numbers of charities and organizations are competing for people’s attention. Because of this, CISV has to stand out and be memorable – whether this is in our publications, our posters or our websites. To help CISV stand out and to help our supporters identify us easily, we need a clear, easily recognisable, visual identity. By following these Guidelines we are helping to build a strong and consistent image of CISV; one that will be familiar anywhere in the world. This identity or image is what we refer to as our Brand. The CISV Brand is more than just a logo. A brand communicates everything people think of (like quality, value for money and trustworthiness) whenever they see a name whether that name is a not-for profit organization, a make of car or a breakfast cereal. The CISV Brand is shorthand for our purpose and principles, which define us and should guide the way we all behave. A short summary of these is included on the opposite page.

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IN BRIEF: PURPOSE & PRINCIPLES CISV has a vision of a more just and peaceful world; we believe that we can all take responsibility for making this happen. This vision gives us a strong purpose, or mission, which is summed up clearly in our Statement of Purpose:

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CISV educates and inspires action for a more just and peaceful world

CISV’s vision and purpose are supported directly by it’s four Educational Principles, which form the foundation for CISV’s educational programmes. They sum up the vision of a better world.

We appreciate the similarities between people and value their differences

N N We support social justice and equality of opportunity for all N We encourage the resolution of conflict through peaceful means We support the creation of sustainable solutions to problems to our impact upon each other and the natural N relating environment To read more about CISV’s vision, purpose and principles and how to communicate them, check out Just Saying: A Guide to Communicating CISV.

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THE BASICS There are a few basic rules for communicating CISV visually. In order to maintain a clear visual identity it is essential that they are followed consistently in all CISV communications and media, wherever they are produced.

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We use three fonts, each in different ways.

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We have 2 primary colours and 6 secondary colours to choose from.

3 We always make our logo and tagline prominent. The sample poster on the opposite page gives an idea of how the rules are applied. They provide a framework, while still allowing for a good deal of creativity for designers. They are rules, but they are not restrictions.

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FONTS We use three fonts, each in different ways. The fonts, or typography, we use are also part of our visual identity. Using the approved CISV fonts gives a professional and consistent look and makes our communications and other media distinctive. The official font we use for CISV in our logo and tagline is Interstate. When Interstate is used in the logo and tagline, the weight is Regular. We also use Interstate for headings and sub-headings. We recommend using the different weights of Interstate for headings and sub-headings. However, Interstate should not be used for body text. You can obtain the font and buy a licence for Interstate from the Font Bureau (www.myfonts.com). If it is impossible for you to use Interstate for headings, then use Franklin Gothic instead.

Interstate abcdefghijklm ABCDEFGH 123@&?

Baskerville

abcdefghijklm ABCDEFGH 123@&?

Franklin Gothic

abcdefghijklm ABCDEFGH 123@&? 8

INTERSTATE REGULAR (and other weights from the Interstate family) is used for headings and sub-headings only. It doesn’t work well for longer text and should not be used for this purpose. BASKERVILLE is our main font for body text. It’s crisp and easy to read. It’s a serif font (meaning it has the little strokes at the tips of the letters). It should not be used for headings or sub-headings. FRANKLIN GOTHIC can be used for body text if you prefer a sansserif font. It can also be used for headings if you do not have access to Interstate.


Interstate is our font for headings and sub-headings. Baskerville is the serif font that we use for body text. We recommend it for longer documents and publications. It’s professional and crisp. Franklin Gothic is the sans serif font we use for body text. We recommend it for shorter texts, like posters and brochures. It’s casual and friendly. Note: The Baskerville font is interchangable with an almostidentical font called Baskerville Old Face. Depending on your operating system, you may already have one, the other, or both. You can use Old Face if it is the only version you have. 9


FONT VARIATIONS You can use different versions of the same fonts, just don’t combine too many variations at the same time. Sometimes you might want a slightly different look. Different font weights or text in italics are excellent ways to mix things up while still keeping the consistent look and feel. When you use these variations, be careful not to use too many at the same time. Usually, it makes things looks messy. At most, pick one font to use for all of your headings, one for all of your subheadings, and one for all of your body text. Any more is probably too much. You should not change any part of the typeface by manually condensing or expanding text. For legibility, we recommend a minimum type size of 12 point is used in documents and other printed communications.

Baskerville

Baskerville Italic

abcdefg ABCDEFG 1234

abcdefg ABCDEFG 1234

Franklin Gothic Book

Franklin Gothic Medium

abcdefg ABCDEFG 1234

abcdefg ABCDEFG 1234

Interstate Regular

Interstate Light

abcdefg ABCDEFG 1234

abcdefg ABCDEFG 1234

Interstate Bold Compressed

Interstate Black Condensed

abcdefg ABCDEFG 1234

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abcdefg ABCDEFG 1234


These samples show how you could use the variety of fonts we have chosen for our brand identity. The only exception is Verdana, the font we use for the web (see page 13).

INTERSTATE BLACK CONDENSED INTERSTATE LIGHT CONDENSED BASKERVILLE

BASKERVILLE (ITALIC)

A Typical CISV Heading With a light sub-heading CISV is a Peace Education organization acting to make a positive impact in the world. But what does ‘Peace Education’ mean? Simply put, Peace Education looks at local and global issues, recognising that peace can mean much more than the absence of war.

CISV Communications Department

INTERSTATE BLACK

A Typical CISV Heading

INTERSTATE LIGHT

With a light sub-heading

FRANKLIN GOTHIC BOOK

FRANKLIN GOTHIC MEDIUM

CISV is a Peace Education organization acting to make a positive impact in the world. But what does ‘Peace Education’ mean? Simply put, Peace Education looks at local and global issues, recognising that peace can mean much more than the absence of war.

CISV Communications Department

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FONTS FOR WEB Fonts work a bit differently on websites, so we need to adapt when we communicate online. With printed materials, and digital formats like PDFs and JPEGs, we can use any combination of fonts we like. However, when it comes to websites we are more limited. That’s because web browsers only display fonts that users have installed on their systems. That means, if a person doesn’t have Interstate on his or her computer, the font won’t display. For this reason, websites use standard fonts that come preinstalled on all computers. CISV uses Verdana as our font for web sites.

Verdana

abcdefg ABCDEFG 1234

VERDANA is our main font for websites. It is in between Interstate and Franklin so it works for both headlines and body text.

A Typical CISV Heading With a light sub-heading

CISV is a Peace Education organization acting to make a positive impact in the world. But what does ‘Peace Education’ mean? Simply put, Peace Education looks at local and global issues, recognising that peace can mean much more than the absence of war. CISV Communications Department

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CISV NORWAY WEBSITE WITH VERDANA

The CISV Norway website makes effective use of the Verdana font by using it in a few different sizes and weights.

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THE CISV LOGO This is the CISV international logo; it is always displayed with our tagline ‘building global friendship’. It comes in two versions, horizontal (landscape) and vertical (portrait); use whichever version best suits your design (note the guidance on the size of logo you should use - see page 16). The logo should always be displayed prominently on all CISV communications materials, websites and apparel. The CISV logo was refreshed in 2007; however it retains a strong link to the original logo. It portrays our founding vision that peace is possible through friendship, which underpins our purpose of educating and inspiring action for a more just and peaceful world.

PORTRAIT LOGO SET

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LANDSCAPE LOGO SET

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WHEN USING THE LOGO... Where possible (in 2 colour or full colour applications) the logo should be used in CISV Blue (Pantone 285). The 2 colour logo (CISV Blue, Pantone 285 with the tag line in CISV Orange, Pantone 165), is particularly recommended for electronic communications and in full-colour print applications. To keep printing costs down, however, it’s fine to use one of the single colour versions. On simple stationery or for email, photocopy or fax, black can be used. The logo can also be used in reverse (white) out of a block or patch of colour. Where colour is available we recommend using CISV Blue. Size: The logo must always be used in a size large enough for the tagline to read easily. If you cannot read the tagline, then the logo is too small. It is particularly important to take care that the tagline can be read when using the vertical (portrait) version of the logo. Exclusion zone: always leave space around the logo so that it is not crowded by other visuals or text. The exclusion zone should be as least the same height at the ‘CISV’ letters in the logo. 16


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WHAT NOT TO DO The illustrations of the logo here provide some of the ways the logo should not be used. • Do not distort the logo either vertically or horizontally. • When using a photo as a background, make sure that the logo is fully clear and legible. • The name and logo should always be in blue or black, never mixed. • Always use the Interstate font with the logo, and always in lowercase letters. Do not switch or mix fonts. • Do not make the name larger than the initials within the logo. • The CISV symbol should never be used alone. The NA or Chapter name and tagline must always be included.

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DISTORTED

NOT CLEARLY LEGIBLE

INCORRECT CASE & COLOURS

INCORRECT FONT

INTERNATIONAL

international building global friendship

MISSING TEXT

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CISV SUB-BRANDS: NATIONAL ASSOCIATIONS Each National Association is provided with its own suite of logos, some of which are illustrated here. All versions of the logo provided are in English, however, if your NA wants to translate it into your own language or translate the tag line, then you are invited to do so. If you are considering translating the logo and tagline, please contact the International Communications Committee (international.communications@cisv.org) for further guidance.

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BE CREATIVELY COLOURFUL Colour is an integral part of our identity and reflects the CISV ‘personality’. It helps to promote CISV as a trustworthy, friendly and engaging organization. Our reputation as a professional, well-established and reputable organization that can be trusted with the care of children and young people is one we must promote and protect. Our two primary colours CISV Blue and CISV Orange convey dependability and depth (blue), along with fun, warmth and energy (orange). Care should be taken to get these colours exactly right - do not use colours that are ‘almost the same’. We have also selected a range or palette of secondary colours, which complement our primary colours. The palette is vibrant and youthful, with complementary colours that give a modern and professional feel.

OUR E COL

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PANTO

CMYK

UR

COLO

SAFE WEB - ENT L A EQUIV

E 285 PANT8O•N0 • 0 90 • 4

E 165 PANT8 O• N98 • 0

0 • 21 •

0•6

FFCC33

336699

E 227 PANTON• 7 •20 6 • 100

FF6633

ED

R E WARM PANTON 80 • 0 • 86 • 0

E 137 PANTON

FF3333

0 8 • 95 •

0•3

FF9933

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E 123 PANTON88 • 0

CC0066

E 362 PANTON 98 • 9 78 • 2 •

339933

E 290 PANTON• 1 • 0 23 • 0

009966


CISV PRIMARY COLOURS

orange on blue CISV SECONDARY COLOURS

pink on yellow yellow on red blue on green 23


EVERY IMAGE TELLS A STORY Photos are a great way to bring communications to life. Just make sure to use the right ones. As an international organization, CISV relies heavily on visual images for most of its communications - especially in publications and on its websites. Remember the old saying, ‘every image tells a story. In a diverse, intercultural organization like CISV, photos are important because they communicate without language. The photos we use should always express our Statement of Purpose and our Educational Principles. Here are a few more ideas for taking and using photos:

• Show a high degree of diversity (age, gender, culture, etc.) among participants. • Show participants having fun, but clearly engaged in an educational activity. • Take action shots rather than posed groups or individuals. • Crop your photos to focus the attention on the main subject or action.

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PHOTOGRAPHY GUIDELINES Quality It is very important that images prepared for printed publications are of a high enough quality to work well with modern print methods. People often save their images at 72 dpi resolution (fairly low resolution), when for very sharp reproduction a printer outputs at 2,400 dpi (very high resolution). Low resolution images are usually fine for emailing and sometimes work on the web, but they are short of the quality necessary for print reproduction. When working on the web and in print, make sure the photos you use are always crisp, vivid and clear. Photos that are blurry or pixilated should always be avoided.

Digital cameras When taking shots make sure you are using high resolution settings on your camera. You can change these settings to low resolution on your computer when you want to use images for email or for the web.

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IMAGE BANK We would encourage you to forward copies of your favourite photos to us or send us links to where you store them on-line. CISV International maintains a Flickr account, where we will display the best images so that anyone can download them. Send us your professional-quality, high resolution images. The images that best illustrate CISV will be used in publications such as the Annual Review. They could also feature on the CISV International website or in CISV publications and media around the world. When you send us photos, please include the details of when and where they were taken. Participants at CISV Programmes have already given their consent for their photographs to be used for promotional purposes. If we use your photographs in our publications, we will not identify anyone in them by name. We will credit you if we use any of your photographs. Send your photo selections to:

image.bank@cisv.org

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DESIGN FOR PRINT These sample page layouts show the visual values we want to see to reinforce the CISV brand.

• Creative use of the CISV colour palette. • Lots of white space that allows photographs and headlines plenty of ‘breathing’ space. • Careful choice of images to illustrate as exactly as possible the messages and brand values being delivered. • Correct positioning, size and colour of logo. Always include the logo on any official CISV documents. • Correct use of fonts for headlines (Interstate) and text (Franklin Gothic Book, Baskerville). Overall, a clean, bright and warm feeling should be created along with catchy headlines and attractive images.

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C


CISV educates and inspires action for a more just and peaceful world

CISV has four educational

Diversity

Explores the id entity of the in dividual and as consider oursel ks us to ves within our own and the w munity. ider com

-

Sustainable Develo p

ment

Looks for inte grated ways to promote econ social well-bein omic and g, while protec ting the enviro through the re nment sponsible use of natural resour ces.

Human Rights

Considers how Human Right s affect every as our lives and ho pect of w violations ca n lie at the root lems such as po of probverty, violence and lawlessness .

Conflict & Resolutio

n

Helps us unde rstand how co nflicts can aris ately or otherw e, deliberise, and what ca n be done to he peaceful resolu lp bring tion.

action s e ir p s in d n a s te a c u d e V IS C l world for a more just and peacefu scribed as d peace are often de an r wa gh ou th en Ev st the rees. Peace is not ju ag ne yo er ev t no , es an the opposit with much more th do to s ha it r, wa opposite of the streets. nflicts and tanks on absence of ar med co blished, there when this book is pu

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CISV T-SHIRTS Within CISV, t-shirts have always been a favourite item and have been produced in a wide variety of styles. Some mark the occasion of a specific activity; some are just for fun. We want that creativity to continue. T-shirts and other apparel are a fun and effective way to increase the global visibility and recognition of CISV. All we ask is that the brand identity (logo with tagline, fonts and colours) is respected. Try to place the logo and tagline in a position where it will be seen and noticed easily and will not be ‘lost’ or hidden in the design. All CISV apparel must carry the CISV logo and tagline in the correct dimensions. You may print the logo in reverse (white), black or any one of the approved CISV colours. One or more of the other approved fonts may also be used in addition to Interstate for the logo.

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N PUBLISHED BY CISV INTERNATIONAL Registered Office: CISV International, MEA House, Ellison Place, Newcastle upon Tyne NE1 8XS, England Registered Charity 1073308 Company Limited by Guarantee, Company Registration no. 3672838 © 2011 – CISV International Design by Alex Neuman

Looking Good: CISV's Brand Guidelines  

Looking Good: CISV's brand guidelines