Brand Identity Book

Horcelie, a campaigner with Youth Stop Aids, our campaign to end AIDS by 2030.

IDENTITY BOOK

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Welcome.

Thanks for taking a look at our Identity Book. Our brand identity is everything we say, and everything we do. Our brand identity is so much more than just a logo. It’s the impression we make on the world. It’s what makes us unique. It’s a feeling, a global community, it’s what invites new people to volunteer with us, donate money or even apply for a job with us.

Restless Development has a bold and positive brand identity. If we all use our brand in a consistent way around the world, we will build a public profile as a professional, credible and trustworthy organisation.

At Restless Development we must all be good communicators. Good communicators inspire, influence and share information to make positive change. This book should inspire you and provide everything you need to understand our values and communicate who we are and why we exist.

If you have questions about our identity, ask us: comms@restlessdevelopment.org

Restless Development Identity Book.

Contents.

04 05 06 -07 09 -10 11 12 14 15 -21 22 23 -24 26 29 34 36 37 38 -43 44 46 48-50 52 54

We are restless Positive tension Language about us Our story Using ‘restless’ Values How we created our brand identity Personality What we say Voices of young people Our blog Tone of voice Writing tips and tricks How we look Visual style guiding principles Logo General co branding Tagline Colours Fonts Type guidelines

56 -58 59 60 -61 62 -65 66 67 -68 69 70 -71 72 73 -75 76 80 -82 86 89 90 92-93 94 -96 98 99 100-108 110

10 Degree angle Using transparencies Emblem Icons Lifestyle T-shirt guidance Other visual assets Stationery layout Photography Photography approach Top tips Guidance for ethical photography Adding captions Pictures behind text Video guidelines Want to make a video?

Storyboards Social media How we talk on social media Social media channels Sub brands

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04 School pupils during a workshop on gender equality in Bihar region, India.

WE ARE RESTLESS.

Positive tension.

Key to our identity is the positive tension that comes with being a youth organisation that works on serious issues.

Our Identity is edgy and youthful, while being professional and hard working at the same time. You will see this tension throughout the language and visuals we use. Even our name: Restless = energetic, ambitious, youthful.

Development = serious, practical, change-makers.

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Having clear language about who we are and most importantly - why we exist - is key to a strong Identity. This key messaging is the hook that grabs people’s attention and allows you to elaborate further.

This language is written from an external audience’s perspective, in clear, engaging language.

Why we are here.

Young people have the power to solve the challenges we face in our world, but they are being ignored and overlooked.

What we do.

We work with young people so they can lead in solving those challenges.

Whether that means supporting communities to end child marriage or prevent HIV, we work with young people to change their lives and the lives of people in their communities.

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What young people said.

We asked young people what changes are needed to tackle the big challenges in the world. This is what they told us:

• Young people want their voices heard in decisions that matter to them most, from their communities to government.

• Young people want to get the skills needed to make a living and succeed in life.

• Young people want ownership over the decisions that affect their bodies, health and wellbeing.

• Young people want to build strong communities that work together to solve issues they care about.

With all of this power, they can lead in solving any challenges they face.

Download a one page document with this key language.

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Sylvia is deaf, she is using sign language to speak to her peers in a debate about girls education, part of our Get Up Speak Out project in Uganda.

Bhawani, capturing data about the effects of an earthquake in her village in Nepal.

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Our name explained.

Restless Development is our name.

Why are we called this?

Like this:

Young people are restless. Their energy, power and determination is what drives us. Young people are also responsible and professional. Determined to solve development issues like poverty and inequality. Our spirit is courageous and committed.

Not like this:

When written as text within a sentence, use a capital R, a capital D and write the rest in lowercase.

Never write our name in all-capitals, unless it is used in a headline. Never abbreviate the two words.

• Restless Development

• RD • RestlessDevelopment • restless development • Restless (see the next page for exceptions) • Restless Dev (unless on social media handles)

Please remember to use a space between Restless and Development.

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Using ‘Restless’.

There is room for creative license when using our name for marketing purposes. For example ‘We are Restless’ is used for merchandise, our blog and social media. You should always check before using Restless in this way.

Examples of when we can use Restless:

If you want to use our name in this way, email:

comms@restlessdevelopment.org #WeAreRestless Restless Development Identity Book.

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Values.

Our values are at the heart of our work, policies, and in our relationships with each other, our partners and communities we work with.

Head

Voice

Heart

Hands

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We are 100% professional.

We prove that young people can.

We all have a leadership role. Everyone’s opinion is valuable and we bring all voices to the table. We give young people the opportunity to succeed and to fail, generating leaders through experience. We are proud of our work and tell our story with conviction.

We generate leaders.

We are proud to carry the banner for young people leading change.

We work in the context of poverty. We measure our results and use our resources efficiently.

We care about getting the right results. We act professionally and always seek to improve our work.

We are who we serve.

We are brave.

We are professionals accountable to young people. Young people are at the core of everything we do. Our passion and energy drive us. We take initiative, innovate and try new things.

We are in it together.

We listen and learn.

We are connected with our partners, with each other and with those we serve. We develop solutions as a team. Our rules and policies apply equally to all. We are generous with our expertise, our tools and our time.

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14 Restless Development staff members responding to Ebola in Sierra Leone.

How we created our brand identity.

To make sure our brand identity stays authentic, we created a global team of representatives who took part in workshops and consultations. This team is made up of staff and young volunteers from across the ten countries we work in.

The aim was to keep all the things that make us unique (for example our strong, positive visuals) but refine certain elements as we grow.

We must communicate what we do in the clearest and most exciting way possible. Our brand identity makes sure that our audiences are on board with who we are and what we do, helping make Restless Development something that people want to get involved with.

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PERSONALITY.

A volunteer on International Citizen Service programme leading a rally against child marriage in Nepal.

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16 Our Identity should give our audiences an inside look at our organisation and make them feel part of our community.

At Restless Development, we have a strong global community made up of dedicated staff, young volunteers, activists, partners and communities we work with. This community is at the heart of our Identity.

When young people have enough support and trust, they are an unstoppable force for positive change.�

We all work for a society where there will be no discrimination based on gender. Where young people get the opportunity to lead from the front.�

- Primrose, Global Campaigns lead, Zimbabwe

- Krishan, young volunteer, India

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To my fellow young people, we should rise up and make ourselves heard.�

- Eva, campaigner, Tanzania

We believe young people have the energy, the skills, the talent and the agency to lead community development.�

- Joseph, programme manager, Uganda

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12 18 Franco, a climate change activist in Uganda, he trains farmers on how to prevent and adapt to extreme weather.

We are not afraid to take risks when necessary and challenge the status quo. We are ambitious and our disruptive energy is what drives us. Our brand belongs to the young people we work with. We work in a co-operative, constructive and strategic way because our work is important and we need it to be taken seriously.

See tone of voice: Disruptive not demanding (page 30) Restless Development Identity Book.

Bhagarathi, a volunteer working with her community in Nepal to end the practice of Chhaupadi, where women and girls have to sleep outside in huts during their periods.

Youth Power is a unique energy. We know young people hold the power to change lives in their communities and countries.

See tone of voice: Serious not soulless (page 31)

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Some people think young people have energy, but no professionalism. We know young people have both. It’s this blend of passion and skills that makes us unique. Our staff and volunteers work side by side to share and to develop the highest quality professional skills in everything we do.

Young volunteers in India leading sessions on ending stigma surrounding periods.

See tone of voice: Practical not pessimistic (page 32) Restless Development Identity Book.

Eva, a young leader who fought for water in her community in Tanzania.

Young people are not just beneficiaries of projects, but leaders and partners. We support young people to unleash their power to change their communities for good.

Our courage and determination fills others with a positive desire to get involved.

See tone of voice: Inspiring not insincere (page 33) Restless Development Identity Book.

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WHAT WE SAY.

Purity, one of our community journalists, interviewing another young person for her radio show in Zambia.

Through the voices of young people.

We are the agency working with young people so they can lead. This means we listen to young people. In our communications, young people’s voices must be at the centre. Stories and quotes directly from young people are essential, and our communications should be written and designed by young people wherever possible.

See the next two pages for examples.

Jumna, taking part in our ending child marriage project in Nepal.

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Chandini’s story.

In India, just 27% of girls are employed. Girls like Chandini living in the Sanjay camp, a resettlement colony in Delhi, face huge challenges to earning a living.

“There is only one public toilet. Boys hang out and smoke and harass girls there.”

Chandini joined our Skill Sakhis (skill friends) project, where girls learn employment skills and how to advocate for women’s rights.

“Given the right opportunity, we can raise our voice for our society to hear us.”

To do this we supported Chandini and other volunteers to make a short film on a mobile phone, documenting their lives in the camp.

Pooja, our communications lead in India, supported Chandini to make the film.

She says; “Have you ever heard of people being phone shy? Mobile Journalism (MOJO) gives power to a young person to document their stories authentically. Can you imagine young people all over the world documenting their lives? It will change the course of how we storytell.”

Watch Chandini’s story here.

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Krishen’s story.

Krishen is an activist in our Youth Stop AIDS campaign. He took part in our speaker tour, where young people living with HIV share their inspiring stories and motivate others to take action to end AIDS. I had been tested for HIV many times in the past and all of the tests were negative. This one time I discovered that it came back positive, which was quite a shock. This was back in South Africa [where Krishen is from], and I was 22 at the time.

HIV is stigmatised globally. In the western world, the epidemic has been talked about for a lot longer, since the 80s. So here there’s a bit more of a desensitisation, it’s almost seen like it’s not a problem anymore.

I haven’t been this public about my status at this level before. This is new to me, but I’m excited about the opportunity, and to spread the message that HIV is still there, people are still dying from AIDS. Through our personal stories we can change this.

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Our blog.

We are Restless is a global platform for young people to write about issues they care about. We encourage everyone in our network - from staff, young volunteers, and supporters - to write for the blog.

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Our tone of voice.

We are straight talking and honest. We highlight the positive and show the young people we work with as what they are – strong, talented individuals. We are a distinctive mix of being inspiring yet genuine, passionate yet professional, understandable yet impactful.

See the following pages for the four principles that guide our tone of voice. Keep these in mind whenever you write anything for us.

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We are Disruptive.

Not demanding.

Being bold and assertive will get us noticed. We aren’t afraid to take risks. Our disruptive energy is what makes us powerful as a movement. But however bold we are in our message, we are not agitators. We are disruptive, not demanding.

Not like this:

Like this:

We’re tired of waiting to tackle the biggest issues we face as a world.

We’re taking matters into our own hands. We’re standing up to the ignorance of those who have gone before us, and we will show them how it is done.

We know there are some big challenges we face as a world.

If we want to move things forward, we need to find a new solution. And we believe we have the answer.

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We are Serious.

Not soulless.

We must engage our audiences using clear, accessible language that demonstrates our role as experts but without alienating people. Being credible doesn’t mean being dull.

Not like this:

Like this:

Young people are perceived as targets for services instead of being considered an essential component of national development strategies. This means that young people are not given meaningful opportunities to better themselves and contribute to society.

Young people are often labelled a victim or a threat. They are not given the opportunity to tackle issues they care about. We prove that young people can lead in changing their lives and the lives of entire communities.

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We are Practical.

Not pessimistic.

We are passionate and practical. We never use pity or shame to guilt others into action. However we know we make our case stronger by telling stories that resonate and compel. We are practical in our work and persuasive in the way we communicate.

Not like this:

Like this:

These issues we’re dealing with have been around for many, many years. We have the experience required to make real and lasting change. We need all the help we can get if we’re going to make any kind of progress.

We know we’re dealing with deeply ingrained issues that will not be resolved overnight. But we have the skills to make real and lasting change. Our work to date is proof.

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We are Inspiring.

Not insincere.

Our courage and determination have the power to fill others with a positive desire to get involved. Young people are the solution and we should celebrate that through youth voices. We’re not about feel-good words, but we do evoke empathy. We have a serious mission we’re trying to accomplish.

Not like this:

Like this:

We young people are full of energy, and can’t wait to make the world a better place!

We are young people committed to resolving the toughest challenges we face on our planet.

Together, we can do it!!!

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Words to use and words not to use.

Jargon (the words and phrases of any sector or workplace) can provide a sense of unity and belonging to individuals and organizations working within a particular area, but language of this kind can also be unclear or alienating to the people we work with and for.

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Words/phrases to use:

Words/phrases not to use:

Making sure young people’s voices are heard Power Resilience People changing the world Communities leading Business skills Volunteers Community members Young people/ young person*

Giving young people a voice Empowerment Impoverished Beneficiary On the ground Income generating Third world Stakeholder The youth*

(*use this as a default when describing a group or individual).

(*Youth is only used for marketing purposes for catchy campaigns or phrases - for example Youth Power. Don’t use this to describe young people as it sounds othering).

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Writing tips and tricks.

As you write in our Restless voice, here are some simple ground rules to help you.

We are human.

We are humans, so we talk, act and think like people not a faceless organisation. Be conversational – use everyday language, rather than complicated terms. To avoid this pretend you are talking to a parent or grandparent, would they understand the term? It’s not because they aren’t smart, but because they aren’t surrounded by industry buzzwords.

Keep it short and simple.

Don’t use five words when one will do. Don’t say the same thing twice. Keep sentences short. Avoid complicated words. We prove our intelligence through clarity and confidence, not by sounding wordy.

Remember who you’re talking to.

Keep in mind the people who will read what you’re writing. Talk to them. Are you using the language and kinds of phrases they’ll relate to?

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Write in the ‘first person’.

We are a passionate group of people, not a faceless corporate machine. When referring to our organisation, we use the first person (“we”) not the third person (“it”).

Support your statements.

Facts and evidence are really important to backup statements. These are crucial for appearing credible, but they don’t always draw people in.

Use them alongside stories to really grab the reader’s attention. Use short, snappy headlines rather than lengthy, technical ones. We must be clear and direct.

sophisticated enough? We are down to earth but we also want to be taken seriously.

Be visionary.

Let’s focus on what will help us achieve our ultimate goals. Talk about our achievements as we go along. It’s crucial to show how our work benefits not just individuals, but wider society too.

Finally, read it out loud.

Do you sound natural? Do they pay attention?

Is there anything that makes you cringe? Does it flow? Do you trip yourself up? Anything that doesn’t feel quite right needs to be changed.

Trust your instinct.

Does it sound like Restless Development?

Is it said with passion and conviction? We need people to believe in what we do. Does it sound

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HOW WE LOOK.

The guiding principles that define our visual style.

Our design must be clean, bold and straight forward. We like contrast.

Our entire brand is based on this ethos - Black and white against our vibrant photography, our 10 degree angle cutting across straight edges, our rounded type inside boxed out sections. This contrast reflects our personality and values.

Left image: Volunteers from South Africa and the UK, taking part in our ICS (International Citizenship Service) programme in South Africa.

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Logo.

This is our logo. It has been specially created and is unique to Restless Development. It will appear on almost every piece of communication.

To ensure it communicates to its best, here are several guidelines to observe.

There are two main versions of the logo - for light and dark backgrounds. If the logo is placed on a light background (i.e. white), use the black version. If the logo is on a dark background, use the white version.

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Clear Space.

To maximise the impact of our logo, ensure that no other elements appear too close to it.

The clear space is different for every size the logo appears.

The area is created using the height of the logo lettering, we’ve used ‘R’ as an example.

A margin of clear space is drawn around the logo to create the invisible boundary.

No other graphic should cross over into this clear zone.

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A4

Sizing.

The logo should be used at different sizes for different applications.

To help, we have some recommended sizes for the most common formats In print:

56mm

A5

A6

Min. Size

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Print:

Logo width:

A6

28mm

A5

41mm

A4

56mm

A3

81mm

A2

115mm

A1

166mm

A0

227mm

Minimum size

15mm

On screen:

Logo width:

Standard size

160px

Minimum size

57px

For formats other than ISO A paper sizes or for smaller formats, i.e. recruitment advertising, calculate the proportion from the nearest A size equivalent.

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Logo usage examples.

When adding the logo on marketing materials it is important to consider it’s placement.

This section shows you how to correclty position the logo on a page.

Top left

Top right

Bottom left

Bottom right

Always ensure you leave the appropriate clear space around the logo (page 37), plus a bit extra. It is important to keep to logo to one of the four corners of the page - never central or placed randomly.

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Documents with more than one logo, the logos should be small in size and neatly placed next to each other.

Like this:

Logos should never be floating towards the centre or too close to the edge.

Avoid this:

Not like this:

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General co-branding.

Logo combination.

We often work with partners. Our brand can work together with others if a few rules are respected.

The Restless Development logo can be used alongside a partner’s logo. The next page is an example of how to position a partner’s logo with Restless Development.

• A partner should not use the Restless Development brand unless it’s been agreed beforehand by someone in the Restless Development team.

• We ask partners to use black and white, as these are neutral colours we all use in our brands. Photos can be used to add colour.

• If you have a partnership with us, you can use the Restless Development logo in presentations and materials if agreed by us.

• Make sure that you keep the clear spaces around the Restless Development logo and the partner logo.

• You can use the Restless Development logo in presentations and materials if agreed by the relevant team.

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Logo combination.

PARTNER LOGO

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Tagline.

When combined with our logo, our tagline should appear underneath. However it can also be used as a stand-alone statement for marketing materials and online platforms.

Our tagline has been created because young people are why we exist. They hold power in their communities and the world, as this is what drives us to make change together.

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Seema, a youth facilitator from our Plan-It programme discussing gender norms and gender based violence with boys and girls in government schools in Delhi.

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Main colours.

We use black and white because they contrast. It reflects our professional yet courageous ethos. It’s good. It’s strong.

The benefit in using a single colour (black) is that it is available everywhere and to everyone.

By default use white as a background rather than black as it is easier to read. Only use black when absolutely necessary.

WHITE BLACK #FFFFFF

R255 G255 B255

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C0 M0 Y0 K0

#000000

R0 G0 B0

C100 M100 Y100 K100

Accent Colour.

Deep Aqua is fresh, bold, energetic. It has been selected to compliment our stark black and white primary colours. It was chosen by young people around the world.

Our accent colour, Deep Aqua, should never be used as a main colour, its use has to be subtle. You can use the templates which include the accent colour, but are not to use it outside of this.

The accent colour should not take up more than 5% of a page, (apart form this page which is demonstrating the colour in full.)

The only exception is when a third colour is absolutely essential, for example on an appeal. If you wish to use Deep Aqua in this way you must contact the communications team at: comms@restlessdevelopment.org

DEEP AQUA #74c6ca

R116 G198 B202

C56 M0 Y24 K0

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Ta g l i n e .

Accent colour usage examples.

Tagline.

When combined with our logo, our tagline should appear underneath. However it can also be used as a stand alone statement for marketing materials and online platforms.

To make hyperlinks clear on pages: DOWNLOAD VERSIONS OF OUR TAGLINE HERE. Restless Development Identity Book

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Restless Development Identity Book.

As part of an urgent appeal:

Used as a highlight colour in the official templates. Please do not use the accent colour on documents outside of the templates.

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Our fonts.

To complement the refined letter forms of the logo, we use RD Brauer Neue; a highly legible typeface that is suitable for titles and headlines, as well as for text and small print use. RD Brauer Neue is a custom designed typeface that was made especially for Restless Development, and is made available to designers producing specific printed communications. Our font’s round edges reflect positivity and these round edges are matched in other visual assets, such as icons.

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Main font.

This font was designed especially for us.

Use it wherever possible.

Our logo has been uniquely created. To complement the refined letter shapes of the logo, we use Brauer.

Secondary font.

The font ‘Roboto light’ is used when Brauer Neue is not available or for online use, google documents and in wordprocessing documents and powerpoint.

This is a free font already on google.

Aa Aa

Brauer Neue Black

Brauer Neue Regular

Aa Aa

Roboto Light

Roboto Bold

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Type guidelines.

Here are some extra tips to make sure text and type aligns with our brand and is accessible to everyone.

These tips are a helpful guide for general staff use. It is not always possible for these rules to be adhered to, i.e. small document size such as a business card.

• Block capitals should only be used for title pages.

• Body of text should be a minimum of size 12pt.

• For front covers, titles should be right aligned where possible and our logo should be placed on the left hand side.

• Sub titles should be size 16pt when used with size 12pt body text.

• Titles on any page other than a title page should not use block capitals - this makes the text easier for people to read.

• Avoid underlining and italics: Use bold instead.

• We like full stops after lower case titles. It makes the title look strong and purposeful.

• Titles should be in size 64pt or 36pt or 24pt. (For example size 36pt looks great on an A4 page.)

• Line spacing 1.5 is preferable.

• Use left-justified with ragged right edge (see page 49).

• You can use right justified with left ragged edge if we are placing text on the right hand side of an image.

• Titles can bleed over images (see pages 4,15, 22 etc).

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Type usage examples.

On an A4 document:

An example title.

36pt 16pt

An example sub title.

Horceline, a campaigner with Youth Stop Aids, our campaign to end AIDS by 2030.

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 nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dol. adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure

reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur?

12pt

But I must explain to you how all this mistaken idea of denouncing pleasure and praising pain was born and I will give you a complete account of the system, and expound the actual teachings of the great explorer of the truth, the master-builder of human happiness. No one rejects, dislikes, or avoids pleasure itself, because it is pleasure, but because those who do not know how to pursue pleasure rationally encounter consequences that are extremely painful.

Nor again is there anyone who loves or pursues or desires to obtain pain of itself, because it is pain, but because occasionally circumstances occur in which toil and pain can procure him some great pleasure. To take a trivial example, which of us ever undertakes laborious physical exercise, except to obtain some advantage from it? But who has any right to find fault with a man who chooses to enjoy a pleasure that has no annoying consequences, or one who avoids a pain that produces no resultant pleasure?

IDENTITY BOOK

Words should only be in block capitals if on title pages or for the pictures behind text design style as illustrated in the personality section.

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10 degree angle.

The 10 degree angle brings a unique and modern element to our brand. When used in our designs, it provides contrast to everything else on the page, which should be straight.

Values.

We are

The angle can be used either for borders on a page, as demonstrated on this page, or on photographs as shown in the examples.

POWERFUL. Not passive.

Youth Power is a unique energy. We know young people hold the power to change lives in their communities and countries.

See tone of voice: Serious not souless (page...)

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Use it to crop full length photographs diagonally.

This 10 degree angle can be used by designers as it is the most sophisticated part of the brand.

Elements, like the icons, have been supplied at an angle already to help make it easier for you to incorporate the angle into your communications.

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When using the 10 degree angle as a border, it must be the entire length or width of the page. Only use the borders on pages where there is a lot of blank space.

The boarder must be either black or white, and in block colour.

Caption here.

The only exception to the rule of using the borders in full width, is when using it as a boarder at the bottom or top of a photograph if you need to add a caption or a logo.

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10 degree angle usage examples.

36 How we look.

Title

Title

Title

Logo.

This is our logo. It has been specially created and is unique to Restless Development. It will appear on almost every piece of communication.

To ensure it communicates to its best, here are several guidelines to observe.

Title

The 10 degree angle can be taken from a horizonal line, or a verical line, as shown in these example borders.

There are two main versions of the logo - for light and dark backgrounds. If the logo is placed on a light background (i.e. white), use the black version. If the logo is on a dark background, use the white version.

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Occasionally the 10 degree angle can be used uniquely to make an impact on the page. This example uses the 10 degree angle to split the page between black and white to display the 2 logo variants.

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Using transparencies.

Transparent layers can be used over images to display text.

When using transparencies please adhere to the following rules:

• Only white layers can be used. Do not apply transparency to any other colour.

• The layer must be 85% opacity to ensure the text remains legible.

• Always make sure the focal point of the image is in the fully visible area - this part should not be hidden behind the trasparent layer.

• Do not use transparent layers over very dark or busy images.

• The transparent layer can use the 10 degree angle, or can remain at a right angle.

• Always ensure that the transparent layer is used edge to edge from the top to the bottom of the page.

• Transparent titles (85% opacity), can be used over images for title pages (see page 4 for an example of this).

• Transparency boxes can be used over images for captions.

Bhagirathi, a young leader, in Nepal who is campaigning to end the practice of Chhaupadi, where women and girls have to sleep outside in huts during their periods.

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Emblem Emblems are used to visually represent an organisation’s values and integrity. The Emblem for Restless Development is all part of establishing our brand identity and creating unique, eye-catching visuals used by our hubs and networks around the world.

Our emblem has been created as a non-text based symbol

to use on marketing materials. This will help our brand reach people who don’t speak English or cannot read.

Our emblem represents youth power and young people’s voices, which is at the core of our beliefs.

• Do use this when you want a non-text based symbol to use on marketing materials.

• Don’t use it instead of the logo.

• Don’t use it as part of the logo.

Young people have powerful voices, we are hear to make sure they are heard.

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Emblem usage examples.

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Icons.

The four icons on the adjacent page are for our main areas of work: Sexual Rights, Leadership, A Living and A Voice. See page 07 for our description of these goals. You can use these creatively in your communications. They appear on a 10 degree angle as they have been created to match our visual identity.

These simplified icons and symbols aim to get across our open and straight-forward approach. They are universally understandable and help us to communicate messages without the need for lengthy explanations.

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Sexual rights This represents not just gender or health, but the wider context of living a happy, healthy life and your relationship with yourself and others.

Living This is more than jobs, it’s about the holistic life of a young person.

Leadership This is not just about an individual, but communities working together to be ready for any challenge that should arise.

Voice This represents having conversations, not just broadcasting opinions.

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Additional icons.

In addition, we have a wide range of icons to represent different things. They have been designed with the same curves that are present in our typeface ‘Brauer Neue’ which helps them to feel open and friendly.

Icons are often used to help communicate our story or to visualize statistics and graphs.

The style is simple. These icons are not sketches, nor should they look cartoonish.

They should not be ‘coloured in’.

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Icon usage examples.

The icons can be found in the icon library and can be used in both print and online marketing. Here’s some examples of icons in use:

THE ENTREPRENEUR PANEL HOW IT WORKS...

1.

A 5k annual donation gets you into The Entrepreneur Panel.

Given either individually or through your business!

2.

If you donate £10K, you cab visit our projects in Africa or Asia with th other panel members!

3.

If you give individually you also receive all of our major donor benefits.

OR

If you give through a business you receive all Corporate Partnership package benefits.

If this reaches £20K, 2 of your staff get to visit Restless in Africa or Asia too!

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Lifestyle.

Lifestyle communications means culture, music, sport and all the things that interest young people daily. By disrupting people’s everyday lives and getting them to make connections between what they’re already interested in and the bigger issues, we can engage far more people.

Noah’s “Kura Yako” (Swahili for “Your Vote”) project is a prime example of what we mean by Lifestyle communications. Noah (pictured), a pop star in Tanzania, created a hip hop song to encourage young people to vote in the Tanzanian elections. But music is not only an effective tool for communicating a message, it also has great reach. A report estimates that through digital, TV and radio hits he reached over 3 million people in Tanzania.

We used art to educate young people. It is very important to use things like music to help in political engagement. Since music can speak more than just words, it is easier for young people to catch the message from the music rather than someone speaking.”

- Noah Restless Development Identity Book.

T-shirt guidance.

Front, white t-shirt

Back, white t-shirt

Front, black t-shirt

Back, black t-shirt

Our T-shirts are important. When our staff and volunteers wear them it is instantly clear which organisation they are representing. The design should be universal across all of the countries we work in. They look professional and bold in photographs and videos. You can access our white T-shirt design here and black T-shirt design here.

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T-shirts with partner logos.

Front, black t-shirt

Back, black t-shirt

If you need T-shirts with a partner logo, use the sleeve. If you need to design something bespoke for a partner please run your design by the communications team before you get the t-shirts printed: comms@restlessdevelopment.org Restless Development Identity Book.

Other visual assets.

Don’t use the black line at the bottom of pages unless using the templates Don’t use black text boxes unless on social graphics Don’t use crossed - out words (part of our old brand guidance) Don’t have words running off pages (part of our old brand guidance)

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Stationery Layout.

Business Cards.

We have a business cards template available in Canva.

Our icons have been incorporated into the design.

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Letterhead.

Our letterhead template has been designed in Microsoft Word to make it easily accesible for everyone to use.

Please ensure that the template looks like the example to the right when opened in Word, and that nothing has shifted out of place.

Please use Brauer Neue Regular font for the body text of your letter.

If Brauer Neue Regular is not available, please use Roboto Light.

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72 Maxwell, a staff member from our Zimbabwe hub, capturing photos with his camera.

PHOTOGRAPHY

Photography approach.

Our photographs are not just of people smiling at the camera. They show young people as active, powerful leaders.

We never guilt people into giving.

We portray young people in an authentic way, inspiring people to take action and support the young people we work with.

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Neema, a peer mentor running cloth making lessons with out of school girls as part of our Mabinti, Tushike Hatamu! ‘Girls, Let’s be leaders!’ programme in Tanzania.

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74 12 Staff members training young people from across Africa who are working on HIV prevention in their communities.

Imagery.

Our imagery should reflect our goals, values and our personality. It should show:

• Young people as passionate active citizens

who want to lead change in their communities.

• Young people in action. Take photos of your subject(s) doing something. This could be delivering a speech for example.

• Young people as ambitious, powerful,

professional and brave. Get portrait shots of them looking down the lens or in the Youth Power pose.

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The Youth Power pose.

We want photographs of subjects that are empowering and that show attitude. To do this, you can ask for a shot - particularly with interviewees - to be taken from below in the The Youth Power Pose, with them looking down the lens, arms folded or with hands on hips.

Martina from Barbados is a youth advocate working as a leader at summer camps for other young people.

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Top tips.

Composition.

A strong focal point (point of view) Your eyes are drawn to a the most important point of activity. It tells a story.

Strong composition with scale and perspective A well-composed image that shows scale by contrasting elements in a dramatic way.

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A sense of drama A sense of drama is achieved by using scale to change a viewer’s perspective and depth. Get close up and personal, taking a photo at their level.

Richness and impact Strong colours, dramatic contrast and a varied composition. If there is not enough light and colour the composition will lack interest.

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Top tips.

Character.

Character and personality Real people showing life and personality. Images should spark and communicate the energy of young people. Our images should convey personality, emotion and diversity.

Natural and spontaneous Images should capture a moment. Images should not be static but show energy and passion. They can be unexpected but never gimmicky or clichĂŠd.

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Interaction with the user When shooting, think about a compelling story that attracts the viewer’s interest.

The image should convey interaction between people. The viewer is unlikely to want to know more if it doesn’t.

Eva, a young campaigner, who campaigned to get water in her community in Tanzania and her mother.

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Guidelines for ethical photography: Tell the real story. Through photography, you can share the stories that individuals and communities wish to share. Use photography to share the positive and unique aspects of an individual, group or community.

Respect the culture. Ask yourself whether or not it is respectful to take photographs in certain contexts e.g. religious ceremonies or of conservative women. Avoid stereotypes and exoticism in the pictures you take.

Treat subjects with respect and dignity. Do not take pictures of people in the hospital or in vulnerable situations. If unsure perform the at home test to determine whether or not you should take a picture. Would you take the same picture of people in your own community? E.g. as a visitor to your local grocery store, would you feel comfortable taking photos of the cashier?

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Get consent of people you photograph. Remember that even if you do not speak the same language or if they do not verbally object to having their photo taken - this does not mean you have their consent. If you are unable to explain why you want their photograph and how it would be used, find someone who speaks their language who can and use body language, sign language, or facial expressions to demonstrate your intent. You must use our consent forms to gain consent every time. We have one for general photography with groups, and more detailed forms for gathering personal change stories.

Share photos responsibly. Social media is the most common way of sharing photos but it is important that they are contextualized and share the full story. Don’t stereotype or share generalizations. If you are unsure send your content to comms@restlessdevelopment.org so it can be checked before publishing.

A young person from our cultural tourism project in Karamoja, a remote region of Uganda. The project includes making and selling traditional beads and crafts.

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Should we use this photo?

Reject

Start

N

N

Y

Do we have informed consent from the person pictured?

Does the subject appear to have agency? Do they look natural and comfortable in the situation the picture portrays?

Does this picture make us feel sad? Specifically, does it elicit sympathy or pity for the person’s situation?

Y

Y

N

What is the subject’s body language communicating?

Do their facial expressions indicate anxiety, sadness, despondency or discomfort? (Furrowed brow, lowered eyes.)

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Do their facial expressions indicate passion, optimism, firm resolution or openess?

(Upward gaze, smile, firm eye contact.)

Is the subject animated, gesturing or clearly engaging with the interviewer, another subject, or the photographer?

N

Y

Go ahead

Proceed with caution

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Adding captions.

Photos should be captioned wherever possible. Don’t just name the individual(s) and the programme they may be connected to. Use captions to describe who the photo is of, what they were doing and where they were doing it in, in clear and simple language. Do not mention individuals’ ages in your captions as they can quickly get out of date and we do not want to misrepresent anyone. It is not always appropriate to include exact locations. Follow our story safety guidance for more on this.

Like this: Sylvia is deaf, she is using sign language to speak to her peers in a debate about girls education, part of our Get Up Speak Out project in Uganda.

Not like this: Sylvia, gender workshop, Uganda

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Bibek, a volunteer, leading a session on sexual rights with school boys in Lalitpur village, Nepal.

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Volunteers working on our ‘Making periods Normal’ project in addressing stigma around menstruation in India.

Pictures behind text.

Example of one of our ICS (International Citizen Service) instagram adverts: You can also use pictures behind shapes or icons. Use a white background where possible.

This has worked well for social media adverts, particularly Instagram.

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VIDEO Asha, a community journalist, using radio to campaign for women’s rights in Tanzania.

Video approach.

Show, don’t tell.

Show strength, don’t victimise.

Scope out good stories that represent the community. Speak and consult with young people, interview them first before filming, talk them through what kinds of things you want to see in the film- that way, you can get a character-led story that is appropriate and not misrepresented.

We’re not in the business of showing videos of extreme poverty and people suffering to raise money. Instead we like to highlight the strengths of the countries we work in, and show how young people are ready, willing and able to lead change in their own communities.

Be listeners, not just creators.

Speak clearly, don’t confuse.

By training young people in Mobile journalism (MOJO), you are providing them with tools to tell their own stories in an authentic way.

Use accessible language that is appropriate to all audiences including donors, partners and potential volunteers.

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Want to make a video?

Making a video is a substantial investment of time and money, it’s exciting, fun and rewarding, and there is huge potential to achieve amazing things. Please get in touch with comms@restlessdevelopment. org if you want to make a video or have received requests from staff to make a video. The international comms team are there to help you prioritise which videos to make and ensure you have the best possible videographer, storyboard and editors for your films.

Initial assessment - Have the requesting staff member/team fill in our film brief template so you can ensure that the video is necessary and the team have considered the main message, timelines and budget

Pre production - Develop a project timeline, distribution plan and brief for videographers including video storyboard/ interview questions with support from the international comms team - Source, select and brief the videographer or production company. Ensure that they read our multimedia policy and complete the story safety module on maarifa before undergoing any work for us.

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Production - Every videographer should be accompanied by a member of Restless Development staff when on a shoot. The staff member should conduct the interviews for example and should ensure that everything runs to schedule and to brief.

Post production - It takes time to find good music - try sites such as audionetwork, musicbed, soundstripe, artist and filmstro and agree on the track before the bulk of the editing work has been done - You should aim to cut three versions of the same film all with captions - an under 1 minute version for instagram, youtube/vimeo (full length), facebook/twitter (a shorter/teaser version) - If you are telling someone’s personal story send the film to the person starring in it to check they are happy with how they have been represented before signing off on the final version

Distribution - Keep some budget to boost social posts after you’ve gained some organic reach on your videos - Use analytics to understand who’s watching your video, how long they’re watching it and which platform has worked best, so you can make even better videos next time

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Documentaries.

This could be about a person, programme or project. You will piece together a script from the best quotes from your interview footage and lay this with b-roll to create a compelling narrative about the subject of your documentary.

Explain the bigger picture

Show multiple perspectives

Follow your subject Watch this film about young people ending child marriage in Nepal Restless Development Identity Book.

Impact stories.

High quality videos that profile an individual with a great change story. To do this you need to build a storyboard and script that will tell their story in the most impactful way. Whenever possible have the person you’re profiling narrate the film so it can come from a first person perspective.

Scene setting

Problem

Context

Power/action

Change Watch Franco’s story, the climate activist in rural Uganda Restless Development Identity Book.

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Promo videos.

This could be a video to promote our agency to donors or encourage volunteers to get involved with us. The music should have a fairly fast beat per minute (BPM) and leave the viewer feeling inspired and impressed with our work.

Show what we do

Use our language

Show faces

Use attitude and #Youth Power

Watch We Are Restless Restless Development Identity Book.

Volunteers in India making films with their phones using a mobile journalism kit and training from Restless Development.

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98 Activists ifrom the UK leading a #YouthPower stunt in London on International Youth Day.

SOCIAL MEDIA

How we talk on social media.

The most important thing when posting on social media is that you use accessible language for a global audience. For example, avoid acronyms or overly technical/internal language that will hinder young people from understanding what we mean.

Make your tone friendly and welcoming to encourage conversation and comments between you and other social media users. While remaining professional, you can be more informal and approachable than you might be in other forms of communication.

See the following pages for top tips on our social media platforms.

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Facebook.

Keep it short.

Use a variety of content.

Use a quote, short sentence or question to encourage people to click the link. Don’t use any more than 40 characters if possible in the text.

If the piece of content relates to something technical or uses an acronym (i.e. HLPF, UNGA etc.) use the post text to explain the context.

Mix things up - don’t just post things relating to Restless Development directly. Look at content being shared by news sources, lifestyle pages or other outlets that might be of interest to our audience. Use Insights to see what sort of post works best for your page - is it photo galleries, videos, news stories?

Tag relevant partners and people.

If you’re writing about a project or event, be sure to tag the individuals or organisations who are also involved.

Always think about the visuals.

Use high quality photos or videos whenever possible. If you want to include more text with an image, consider creating a social graphic that will stand out on a news feed.

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Like us @/restlessdev

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Twitter. #BePartOfSomething.

Be direct.

To widen our audience, engage with conversation around hashtags and talking points - but always check they’re actually relevant.

Use short, snappy text that is clear and will stand out from the crowd. Speak as a professional, but allow space for the Restless way of thinking to shine through.

Be aware of the time.

Be welcoming and conversational.

Unlike Facebook, people mostly see the most recent posts on Twitter. Schedule your posts so that they’re going out when most people are online.

Engage with people - reply to their comments, like their messages and encourage participation.

Don’t put people off by using technical terms, acronyms or other language that might restrict understanding.

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Follow us @restlessdev

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Instagram.

Authenticity.

Stories.

Create captions that include a question or request some sort of response from the viewer. With the Instagram algorithm pushing for authenticity and deeper connections with followers, treat your comments like a conversation. Don’t forget to ask yourself does the content look visually interesting?

(Would you click on it?)

A great way to connect with your followers is through Instagram Stories. The more that a user interacts with your Instagram Stories, the more likely your posts will show up in their feed.

Hashtags.

There are popular Instagram hashtags that can be used to get more visibility on your photos. Some of the most used Instagram hashtags you’ll find include: #tbt (throwback Thursday), #instadaily, #photooftheday.

Features.

Since the Instagram algorithm rewards users for using all its features, it’s important to always keep an eye out for new updates.

Launching something new? Hop on Instagram Live to give a quick how-to.

Looking for audience input? Add a poll to your Instagram Stories.

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Follow us @/restlessdev

Try to use humour or start a conversation about a topic.

Think about how to link your post to something timely:

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Youtube.

Take your time.

Collaborate.

This is your opportunity to get into depth about a subject. This is the perfect platform to showcase stories of young people and their voices.

One of the top ways of getting your content reach further is to pool your audiences in with partners who have a similar brand. Most successful brands are well known for collaborating and generally it’s a situation that benefits all. This is also a great alternative and more organic method of building audiences than buying viewers through ads.

Educate or Entertain.

YouTube audiences want to “buy into” whatever product you are talking about - the best way to do this is to either teach them something, or have them laughing. Find lifestyle content hooks that relate back to international development.

Keep it consistent.

If you want to invest in building an audience that’s loyal, you have to keep posting regular content. Set the tone from the beginning to let your audience know what to expect and set regular time to upload content.

Add Subtitles.

Having accessible videos is a must, not to mention that nowadays, most viewing happens without the sound on. If you don’t have captions, people will just scroll past! Whether the content is in English or not, make sure you have both closed and open captions so that people can understand your content.

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Subscribe to Restless Development

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Linkedin.

Professional yet personal.

Not always job posts

While LinkedIn is a more formal job-seeking and networking platform we still want people to recognise our posts as being from Restless Development. Use a quote, neat sentence or question to encourage people to click the link. Don’t use any more than 100 characters if possible in the post text to keep it short.

Use posts advertising jobs sparingly on our main page; we have a separate page setup for all of our jobs to be advertised. Consider using it for job posts that have not received enough applications as an extra boost. Use the Insights to see which posts - and which jobs - do well; LinkedIn also breaks down our audience by their roles and seniority which can be used to decide which jobs to advertise to.

Tag relevant partners and people.

If you’re writing about a project or event, be sure to tag the individuals or organisations who are also involved.

As a networking platform, tagging our partners can be a great way to raise awareness of the work we are doing together to other partners and donors in our sector.

Always think about the visuals.

Use high quality photos or videos whenever possible.

If you want to include more text with an image, consider creating a social graphic that will stand out on a news feed.

Use a variety of content.

Mix things up - don’t just post things relating to Restless Development directly. Look at content being shared by news sources, lifestyle pages or other outlets that might be of interest to our audience. With Restless Development-related content, make sure you use a variety of countries and types of posts.

Follow Restless Development Restless Development Identity Book.

UK activisits from our Youth Stop AIDS campaign taking part in the London Pride parade to raise awareness of HIV and AIDS.

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Sub brands.

Sub-branding is a secondary brand to our main Restless Development brand. Sub-brands are created as an opportunity to reach a new audience. They sometimes have their own brand standards (logo, color treatment, etc), while still reflecting the identity of the main Restless Development brand. They are created for certain campaigns which are part of coalitions, and are owned and led by young people.

This is our Youth Power campaign. Youth Power has a sub brand which adheres to our brand guidelines. Bhawani, the young volunteer in this photo, is wearing one of our Youth Power t-shirts.

If you want to create a sub brand you must contact the international communications team. The decision to create a sub brand should not be taken lightly, they might not always be the best solution. Too many sub brands cause confusion and are difficult to maintain.

Bhawani, a young volunteer in Nepal standing tall in ourYouth Power pose

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Like @/restlessdev Follow @/restlessdev Follow @restlessdev Subscribe Restless Development Follow Restless Development www.restlessdevelopment.org

Skill Sakhi’s (skill friends) have been trained to deliver workshops to their peers on employment skills and women’s rights in Delhi, India.