WFP BRANDING GUIDANCE

12 October 2009 VERSION 1

WFP BRANDING GUIDANCE

CONTENTS Summary

page

3

Logo

page

4

Tag line and self-identifier

page

9

Colour

page 11

Typography

page 12

Examples of use

Corporate publications Corporate stationery Business cards and compliment slips Visibility items

External visibility Campaign logo: Fill the Cup

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page 13

page 14 page 19 page 20 page 21 page 23

page 24

SUMMARY These guidelines provide essential information on applying WFP’s branding standards for all audiences, with particular respect to logo, colour, typeface, tag line, a self-identifier phrase, and publication design. These guidelines are aimed at strengthening WFP’s brand presence and ensuring that WFP’s image is presented with greater consistency globally.

2. Creation of a WFP tag line “Fighting Hunger Worldwide” for strength and coherence of agency-wide messaging.

3. A self-identifying clause to be used when describing the agency’s unique role: “WFP is the world's largest humanitarian agency, fighting hunger worldwide”.

4. Guidance on using the “Fill the Cup” campaign logo to support fundraising for WFP’s school meal programmes.

The major elements are:

1. WFP logo now incorporates ‘wfp.org’ to reinforce the importance of our website as a critical communications platform.

Please apply these branding guidelines in both internal and external contexts.

WFP staff can download the logos from the logo collection page on WFPgo INSERT LINK..

3

WFP logo — EMBLEM version The emblem version is best used in official documents, as a signature, and when space is limited. This version is recommended for its simplicity and conciseness.

WFP logo — EXTENDED version The extended version is preferable in cases where space is available such as web pages and cover pages of corporate publications.

WFP logo — STANDARD version The standard version combines visual compactness and thoroughness in communicating all elements of the brand.

It is best used when time for registering the message is short, such as in advertising, outdoor posters and promotional materials.

4

WFP logo — examples of use in blue, black and reverse white EMBLEM

EXTENDED

STANDARD

5

WFP logo — Minimum spacing To protect the visual impact of the logo, a clear space without any visual interference or other associated logotypes should be maintained.

H

The minimum spacing surrounding the logo is always equivalent to half of the height of the logo.

The same criteria should be applied to the emblem and the extended versions of the logo.

Smaller applications of WFP identification should feature the WFP abbreviation only.

1/2 of H

15 mm 15 mm

To ensure legibility, the minimum size of the logo is 15 mm in height.

An example is the logo applied on business cards.

1/2 of H

2,5 mm

15 mm

WFP logo — Minimum size

1/2 of H

1/2 of H

1/2 of H

Typeface: Verdana Bold 6

WFP logo — WFP official language versions The French, Spanish and Arabic configurations of the WFP logo are defined below. The WFP abbreviation remains unchanged in English. The web address features availability of the language version web pages. WFP’s full name in these languages is included in the extended and standard versions.

EMBLEM

EXTENDED

STANDARD

For logo files of other approved languages please contact wfp.publications@wfp.org.

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WFP logo — Incorrect logo

Wrong colour of logo

Wrong balancing of elements

Wrong density of background

Wrong choice of background

Wrong wording - “United Nations” is not part of WFP’s brand

Wrong use of sub-brands

WFP’s logo is an image file. The logo should not be distorted or customized by modifying the colour, shape or typeface.

WFP staff can download logo files from the Logo Collection section on WFPgo INSERT LINK.

Particular attention should be paid to the background against which the logo is set by using a neutral or compact background to maximise visual impact.

Do not use former versions of the logo such as those which use the UN text or are associated with internal WFP sub-brands. Former versions of the logo are recognisable by the absence of WFP’s URL.

United Nations

Wrong logo - old version

Wrong use of typeface

WFP

World Food Programme wfp.org 8

Tag line Fighting Hunger Worldwide is the corporate tag line developed to communicate WFP’s objective concisely.

The tag line may accompany the WFP logo and should be used as much as possible in WFP products.

Always use Georgia italic typeface and the correct capitalization.

The tag line should be translated into the relevant language.

Fighting Hunger Worldwide Lutter contre la faim dans le monde Luchando contra el hambre en el mundo

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Self-identifier

“WFP is the world’s largest humanitarian agency, fighting hunger worldwide.”

When communicating in speeches, presentations and news releases, WFP staff can use this self-identifying clause to convey a fuller sense of WFP’s mission.

The clause should be translated into the relevant language.

“Le PAM est la plus grande agence humanitaire pour la lutte contre la faim dans le monde.”

“El PMA es el mayor organismo mundial de asistencia humanitaria y lucha contra el hambre”

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WFP colours

WFP BLUE

Pantone 3005

WEB, VIDEO AND PRESENTATIONS

Always refer to international Pantone standards.

Chromatic range This range of colours is available to complement the WFP blue in WFP communication materials.

Drawing from this palette ensures branding consistency.

Note that these colours should not be not applied to the WFP logo.

Full color separation C 100.0 M 30.5 Y 0.0 K 6.0

PRINT

Corporate colour definition Pantone 3005 was chosen on account of its strength, its brightness and its versatility.

WFP BLUE

WFP BLUE

WFP BLUE

R 0 G 136 B 255

0088FF

RGB separation

HEX websafe

PANTONE 296

PANTONE 561

PANTONE 384

PANTONE 506

PANTONE 470

PANTONE 410

PANTONE 444

100%

100%

100%

100%

100%

100%

100%

80%

80%

80%

80%

80%

80%

80%

60%

60%

60%

60%

60%

60%

60%

40%

40%

40%

40%

40%

40%

40%

20%

20%

20%

20%

20%

20%

20%

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Typeface Two typefaces are available to ensure the identity of WFP corporate communications: Verdana, sharp and modern, and Georgia, light and elegant.

These typefaces are well known and easily accessible.

Charts and tables Numbers in charts and tables should be set in Verdana.

Verdana

Georgia

abcdefghijklmnopqrstuvwxyz @0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstu vwxyz@0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz @0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstu vwxyz@0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz @0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstu vwxyz @0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz @0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstu vwxyz@0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ

Verdana

Georgia 2005 DATA Development

GRAND TOTAL

258 884 2 282 892

SUB-SAHARAN AFRICA

Angola Benin

Burkina Faso Burundi

Cameroon

Relief

SO

2005 DATA

Bilaterals

Total

196 724

23

2 892 40

-

43 986

6 793

-2

50 777

2 766

833

-

100

3 699

2 124 -

1 050

942

37 603

12

951

-

1 096 -

-

2 119 -

3 067

40 818

2 001

Development GRAND TOTAL

258 884

Relief

SO

Bilaterals

Total

2 282 892

196 724

23

2 892 40

-

43 986

6 793

-2

50 777

Burkina Faso

2 766

833

-

100

3 699

Cameroon

1 050

SUB-SAHARAN AFRICA

Angola Benin

Burundi

2 124 -

942

37 603 951

-

1 096 -

-

2 119 -

3 067

40 818

2 001

EXAMPLES OF USE Content Tips

3. Avoid long, complicated sentences with clauses. Write as if you're explaining the issue to your mother or father.

Leaving your audience with a positive impression isn't just about looks. It's also about content. To make the best statement, remember:

4. Minimize jargon. Not everyone will be familiar with MDGs, HEBs, PPROs or IDPs — and they shouldn't need to in order to understand your message.

1. Don't overload your page with text: when conferring information, less is more.

Share only the most important facts and don't be afraid of "white space".

5. Use the British style of spelling and punctuation.

2. Keep your text as simple and clear as possible. Use active voice ("WFP developed the plan"), not passive poice ("The plan was developed by WFP").

6. When in doubt about how to present something, defer to WFP's Style Guide on WFPgo at http://home.wfp.org/manuals/StyleGuide Manual/manual.asp 13

Corporate publications — Cover page overview

Tag line The tag line is included on the vertical stripe on the left-hand side of the cover and can appear at the top or the bottom to balance the title and complement photos. On publication covers, the tag line will be in white text on the the blue background.

max width of page

Fighting Hunger Worldwide

WFP logo The logo is placed on a white background at the base of the cover page.

Blue vertical stripe: WFP blue

The design features of WFP’s publications promote maximum recognition and legibility through three recurring cover elements:

1/14

Title The title text in white is placed within a leftaligned, blue horizontal box with a transparency effect. The box will be placed in the best position to integrate with the cover image.

Cover Title 2009

Blue box (C:100-M:20-Y:0-K:0): 70% transparency

It is good practice to keep titles to one line only.

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Extended logo

1/7 max width of page x 1,5

1/7 max width of page

The title will be in the foreground in the horizontal blue banner. The length of the banner depends on the length of the title.

Corporate publications — Cover page examples

Facing Up

to the Challenge of Hunger

Fighting Hunger

Blue box (C:100-M:20-Y:0-K:0): 70% transparency

15

Fighting Hunger Worldwide

Blue box (C:100-M:20-Y:0-K:0): 70% transparency

Blue vertical stripe: WFP blue

Fighting Hunger Worldwide

Blue box (C:100-M:20-Y:0-K:0): 70% transparency

Blue vertical stripe: WFP blue

Blue vertical stripe: WFP blue

Fighting Hunger Worldwide

Purchase for Progress

Corporate publications — Example of bodytext page 1/14

“Private sector partnerships were

strengthened and are expected to increase in importance.”

1/14

max width of page Under the new Strategic Plan, we continue to develop innovative ways to deliver needed food assistance — cash and voucher programmes, new nutritious food products to prevent and treat malnutrition, P4P to open new markets for small-scale farmers and encourage them to increase production.

For example, the first cash and voucher programme in Africa was designed for Burkina Faso. By the end of the year, WFP had cash or voucher transfer activities in 24 countries. The first P4P proposal was approved for Mozambique, and then quickly expanded to a total of 21 countries in 2008.

New guidelines were prepared to strengthen WFP’s assessment procedures in urban and peri-urban areas.

2008 IN REVIEW In 2008, WFP faced a particularly difficult set of challenges, provoked by dramatically rising food and fuel prices and aggravated by widespread turmoil in international financial systems. Steady progress towards reducing global hunger not only ground to a halt but began to slide in the opposite direction. The number of undernourished people in the world increased in 2008 to 963 million, a leap of 115 million over the past two years.

To meet the immediate challenge, WFP launched the new Emergency Market Mitigation Account in March with a special appeal for $755 million to cover the additional costs generated by higher commodity and fuel prices.

1/14

Donors responded promptly and generously. New contributions surpassed

1/7

max width of page

the original target by May and eventually totalled $1.032 billion, including a $500 million contribution from Saudi Arabia. By Body year’stext: end, donors had contributed more Georgia: 11 pt than $5 billion, a record sum that enabled WFP to deliver Leading: 15 an ptunprecedented amount of food — almost four million metric tons — to more than 102 million people in 78 countries.

WFP’s core business remained emergencies, particularly those involving extreme weather events and natural disasters related to climate change. WFP launched 22 separate relief operations for victims of droughts, floods, earthquakes and various types of windstorms — cyclones, hurricanes and typhoons.

Few were as complex as the emergency response mounted after Cyclone Nargis struck Myanmar in May. WFP provided $154 million of relief assistance for some 1.2 million cyclone victims. The effort involved deploying flotillas of river craft and a fleet of helicopters and fixed wing aircraft. Some 230 cargo flights carrying relief goods used a humanitarian air bridge that was established between Bangkok and Yangon.

While tackling the short-term challenge, WFP continued searching for longer term solutions. One historic shift in WFP’s overall approach was repositioning the organization from a food aid to a food assistance agency. A new Strategic Plan for 2008-2011 was launched in June that deepened and broadened our analysis of the root causes of hunger and introduced a variety of tools to address those causes.

The first WFP-chartered helicopter sent to Baie d’Orange, an isolated community in the mountains of southeastern Haiti, might well have turned back had it not been for the nature of the mission.

Low cloud cover and the rugged terrain made a landing difficult but the pilots persisted, primarily because they were responding to an urgent call for help from two NGOs — Terre des Hommes and Oxfam UK — that had discovered pockets of severe malnutrition that were ravaging Baie d’Orange’s children.

Ten children under five years old died within two weeks from severe malnutrition and diarrhoea, all victims of the three hurricanes and tropical storm that battered an already impoverished, isolated part of Haiti where access to medical facilities was non-existent.

When WFP’s helicopter landed in Baie d’Orange on 31 October, it was carrying emergency food assistance, high energy biscuits and medical supplies. Confronted with the situation on the ground, the aircraft immediately evacuated eight severely malnourished children with medical complications, transporting them to hospital in Port-au-Prince. In subsequent weeks, WFP helicopters and six-wheel drive trucks brought Baie d’Orange 40 metric tons of food and nutritional assistance and 1,000 kg of high energy biscuits. Close to 40 children were evacuated, either by air or road on WFP-chartered transport. WFP also donated small prefabricated buildings to help establish a health clinic and storage facilities in the community. An assessment mission visited Baie d’Orange in December to identify areas where nutritional follow-up to malnourished children was needed and possibly to implement further maternal health and nutrition-related activities in the region.

Box text: Verdana: 8.5 pt Leading: Auto

Elsewhere, WFP provided assistance to nearly 15 million hungry people in five countries in the Horn of Africa — close to 12 million in Ethiopia alone — after the region was ravaged by a lethal combination of prolonged drought and dramatic increases in the price of food and fuel. More than 800,000 people were reached in Haiti after three hurricanes and a tropical storm swept across the island nation in August and September. Some 20,000 people were assisted in eastern Yemen when tropical storms deluged the country in October, provoking flash floods

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Thematic brochure — Example of cover and inside pages

Forewarned is forearmed

Analysing the impact

more than it ever has. A quarter of them are in emergency operations. But as we have to adapt to the less predictable weather patterns brought by climate change, many more may suddenly need our help.

Globally, WFP’S Emergency Preparedness and Response officers

Impact Analysis – to know where to go, or importantly, where not to. The Emergency Preparedness and Response Branch has built strong partnerships with leading scientific, academic and space institutions to provide this. One, called ITHACA – Information Technology for Humanitarian Assistance Cooperation and Action – was created especially for us. We

combine them with man-made crises – like conflict. WFP can see when and where the next emergency may be – and plan for it.

more vulnerable. Then, on one clear page, WFP knows where help is needed most.

Forecasting that an emergency is on its way is vital. WFP is now feeding more than 100 million people worldwide every year –

have developed a comprehensive multi-layered Early Warning System. It uses the most authoritative sources to analyse hazards like floods and droughts and ground-breaking technology to

When a crisis occurs, hundreds of thousands of people can – overnight – have nothing left. WFP urgently needs a Rapid

can ask for satellite and other remote images, which our mapping experts overlay with key information – like where people live and where environmental damage has made them

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Ready to help Reaching the right people, in the right places, fast.

Corporate publications — Example of fact sheet World Food Programme Fighting Hunger Worldwide

World Food Programme

Fighting Hunger Worldwide

Dealing with the world’s largest humanitarian crises: Sudan: WFP supports some 5.9 million people in Sudan,

including conflict-displaced in Darfur and those seeking to

return to southern Sudan at the end of the long civil war.

Horn of Africa: In 2009, WFP

plans to provide emergency food and nutrition assistance to

20 million people in the Horn of Africa, where the effects of

drought and civil strife have been compounded by high food prices.

Afghanistan: WFP has worked

in Afghanistan for years. At the

height of its operations, in 2001, it reached ten million Afghans suffering war and drought.

Iraq: WFP managed the world's largest-ever humanitarian

operation in 2003, ensuring

that all 26 million Iraqis were fed for more than a year.

• WFP is the world’s largest humanitarian organisation and the United Nations frontline agency in the fight against global hunger.

• Over the years, WFP has reached hundreds of millions of people in about 80 countries, using food assistance to meet emergency needs and support economic and social development.

• WFP is also the UN logistics lifeline, saving lives through fast, efficient and effective emergency response. At any given time, WFP has 30 ships at sea, 70 aircraft in the sky and 5,000 trucks on the ground, moving food and other assistance to where it is needed most.

• WFP has developed sophisticated early warning techniques to assess the need for food aid in emergencies and instances of chronic hunger, meaning that its assistance is targeted to the poorest and most malnourished people.

Haiti: WFP has been present in Haiti since 1969. It currently supports hurricane-affected

populations and runs extensive school meal programmes, food-for-work and other

• Since it was founded in 1963, WFP has fed more than 1.6 billion of the world’s poorest people, and invested more than US$41.8 billion in development and emergency relief.

programmes for vulnerable people.

Southern Africa: WFP combats the triple threat of HIV/AIDS,

poor governance and repeated cycles of drought and floods affecting millions of people.

• Out of 2.8 million metric tons of food (valued at US$1.4 billion) that WFP purchased in 2008, 78 percent was bought in developing countries.

• WFP serves as a powerful advocate for the hungry poor at every level, carrying the message from the grassroots to the political leadership across the world.

• In addition to emergency work, WFP feeds more than 20 million schoolchildren in some 70 countries with school meals and take-home rations. Child enrolment increases in schools with WFP school meal programmes.

• WFP hands over its projects to governments, ensuring that safety-net programmes - such as school meal programmes continue after WFP has ended its operations. Nearly 30 countries have taken over WFP programmes in the past 10 years.

• WFP partners with more than 2,800 non-governmental organizations to distribute food.

• WFP is funded completely by voluntary donations.

• In 2008, WFP raised a record US$5 billion.

• WFP has adopted a new strategy that reformulates its entire approach to nutrition. Children under the age of two, and other vulnerable groups, will be prioritised and targeted with food assistance that provides the most appropriate diet of micronutrients for healthy development.

29 September 2009

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Corporate stationery The logo has been applied to the corporate stationery as in the examples below.

1/14 of W 1/7 of W

22 mm

Fighting Hunger Worldwide

1/14 of W

210=W

110mm

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Bureau 2.08, bâtiment 7 - C/O UNESCO - 1 rue Miollis 75775 Paris cedex 15 - France

small envelope

230mm

OFICINA PERU: Los Cipreses 245 San Isidro, Lima 27, Perú Apartado Postal 18-0002, Lima, Perú Teléfono: (51.1) 440.4000 — Facsimile: (51.1) 222.0568 E-mail: wfp.lima@wfp.org — E-mail: firstname.lastname@wfp.org — Website: wfp.org/es

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1/14 of W

Luchando contra el hambre en el mundo

WFP BRANDING GUIDANCE

24mm

12

letter

fax

Corporate stationery — Business cards and compliment slips

With the compliments of Communications, Public Policy and Private Partnerships

150 mm

50 mm

With the compliments of World Food Programme

Communications, Public Policy and Private Partnerships

Via Cesare Giulio Viola, 68/70 Parco de’ Medici - 00148 Rome - Italy Telephone: (39) 06 65 13 0000 Fax: (39) 06 65 13 0000 E-mail: john.doe@wfp.org

80 mm World Food Programme Via Cesare Giulio Viola, 68/70 Parco de’ Medici - 00148 Rome - Italy Telephone: (39) 06 65 13 0000 Fax: (39) 06 65 13 0000 E-mail: john.doe@wfp.org

100 mm 20

105 mm

Fighting Hunger Worldwide

Fighting Hunger Worldwide

WFP’s business cards and compliment slips have been redesigned to give a stronger visual impact.

70 mm

Visibility items — T-shirts and caps WFP encourages the use of the following revised visibility items to promote its image and messages.

This page shows examples of logo applications on t-shirts and caps.

Fighting Hunger Worldwide

21

Visibility items — Flags and stickers WFP flags and large stickers should include the WFP tag line.

Fighting Hunger Worldwide

Fighting Hunger Worldwide

22

External visibility Banners and signs are essential tools for identifying and communicating WFP’s presence. The options below show examples of WFP signage.

SOMEWHERE Office

Fighting Hunger Worldwide

same name in local language

ffice ge RE O E H ngua EW al la c o l SOM n me i e na sam

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CAMPAIGN LOGO: FILL THE CUP

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Fill the Cup In 2008, WFP developed an awareness and fundraising campaign called “Fill the Cup”, which features the bright red cup used in many school meal programmes around the world. The empty cup is a metaphor: when it is empty, it represents hunger, vulnerability to disease, lack of education. When it is full, it represents health, education, hope and a future.

The Fill the Cup logo should be used in all fundraising materials featuring WFP school meals and is particularly suited for new media and web applications as it is a direct call to action.

The words “World Food Programme” should be translated into the relevant language.

When you fill their cup, you don’t just fill their belly You fill their mind and feed their future

Fighting Hunger Worldwide

Example of use of Fill the Cup logo on WFP’s “Hope” print PSA

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15 mm

15 mm

10 mm

When the available space is less than 15 mm in height, please use the alternative version of the Fill the Cup logo which does not include the words “World Food Programme”.

15 mm

To ensure the legibility of the logo in the smallest of applications, a minimum size of 15 mm in height has been set.

15 mm

Fill the Cup — Minimum size

Fill the Cup branding within text documents When referring to the Fill the Cup campaign in text, for example news releases, the words Fill the Cup are always in bold and the “F” of Fill and the “C” of Cup are always in upper case.

The words Fill the Cup will not be translated into other languages.

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WFP staff can download the logos from the logo collection page on WFPgo INSERT LINK. .

COMMUNICATIONS, PUBLIC POLICY AND PRIVATE PARTNERSHIPS WORLD FOOD PROGRAMME

Via C. G. Viola, 68/70 - 00148 Rome, Italy Tel.: +39-06-65132628 E-mail: wfp.publications@wfp.org