BRAND IDENTITY GUIDELINES

Contents

ESPA Logos 3

Size and exclusion zone 4

ESPA Logo Blocks 5

Logo Use ESPA Directorate 6

Logo Use Partner Organisations 7

Equal Logo Weighting 8

Typeface Primary 9

Typeface Headings 10

Typeface System 11

Colour Palette 12

Disclaimer text to accompany the logos 13

Photography and imagery 14

More information 15

ESPA Brand Identity Guidelines 3ESPA Logos

Primary logo

Reverse versions

Secondary logoAll materials (whether print or digital) produced by ESPA-funded projects with the intention of release into the public domain must display the ESPA logo and/or ESPA logo block in accordance with these Guidelines.

Websites should display the ESPA logo on every page, and the ESPA logo block on at least one page of the site.

The ESPA logo comes in two main versions:

• Primary - the full logo, which includes the acronym ‘espa’ and the words Ecosystem Services for Poverty Alleviation

• Secondary - the smaller half logo, which includes just the acronym ‘espa’

Any use of the ESPA logo must include at least one instance of the full logo, and subsequent use (such as its appearance on other pages) can be of the Half Logo.

Both of the ESPA logos come in ‘Reverse’ forms with white text (instead of blue text) which should be used when placed against darker, coloured backgrounds.

The ESPA logos are available as .eps files (print-ready versions). If required for on-screen use (e.g. for a website) they should be converted by the users to a more suitable file format, such as .gif or .png.

ESPA Brand Identity Guidelines 4Size and exclusion zone

The logo should not appear smaller than 15mm in height.

The logo requires space around it in order to maximize its visual presence.

The exclusion zone is calculated by the distance from the top edge to the bottom of the middle edge of the ‘a‘ in the logo (denoted by ‘a’ opposite).

Please ensure no other graphic elements, images or text are placed within these zones.

a

a

a

a

15mm

Minimum size

Exclusion zone

ESPA Brand Identity Guidelines 5ESPA Logo Blocks

The larger EPSA logo block is designed to be used at the foot of the final page of documents, the bottom of the back cover of leaflets and booklets, or at the bottom of webpages.

The ESPA logo block is available as an .eps file (print-ready version). If required for on-screen (e.g. for a website) they should be converted by the user to a more suitable file format, such as .gif or .png.

Full-colour and black and white versions of the ESPA logo block are available for use.

The logo block acknowledges the support of DFID, NERC, and ESRC. If the ESPA logo is used without the additional use of the ESPA logo block, then the following acknowledgement must also be included somewhere in the text:

‘The ESPA programme is funded by the Department for International Development (DFID), the Economic and Social Research Council (ESRC) and the Natural Environment Research Council (NERC).’

Colour with border Colour, no border

Black/white with border

Horizontal version

Black/white, no border

ESPA Brand Identity Guidelines 6Logo Use ESPA Directorate

Products produced by the ESPA Directorate should have the ESPA logo at the top and the ESPA plus three donor logos at the bottom/back of the publication or product.

The ESPA Annual Report 2017 shows this principle, in practice.

ESPA Annual Report 2016-2017

Find the donor logos on their websites, as follows: NERC www.nerc.ac.uk/about/enquiries/logos/

ESRC www.esrc.ac.uk/about-us/visual-identity-and-logos/

DFID www.gov.uk/government/publications/uk-aid-standards-for-using-the-logo

ESPA Brand Identity Guidelines 7

Partner Organisations, colour with border

Partner Organisations, horizontal version

Logo Use Partner Organisations

For products that are created not by the Directorate but, for example, by legacy partner organisations, should simply incorporate the ESPA plus three donor logos block, plus – with the ESPA Directorate’s approval and on a case by case basis – the partners’ logos.

ESPA Brand Identity Guidelines 8Equal Logo Weighting

For event invitations and agendas, event banners and other signage, the ESPA logo and any hosting organisation’s logo should be of equal prominence. The donor logos must also be shown for public-facing communications of this type. See example, right.

Example of an events banner with equal logo weighting

Ecosystem services for

poverty alleviation in urbanising India

Delhi, India

14 MARCH 2018

ESPA Brand Identity Guidelines 9Typeface Primary

The typeface family Source Sans Pro has been selected for use by ESPA.

When Source Sans Pro isn’t available, it is acceptable to use Arial.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz01234567891!@#£%^&*.,?‘’

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz01234567891!@#£%^&*.,?‘’

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz01234567891!@#£%^&*.,?‘’

Source Sans Pro Bold

Source Sans Pro Regular

Source Sans Pro Light

ESPA Brand Identity Guidelines 10Typeface Headings

Tw Cent MT Bold has been selected for use by ESPA to be used as an alternative option for headings to be used alongside Source Sans Pro body text.

When Tw Cent MT Bold isn’t available, it is acceptable to use Arial.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz01234567891!@#£%^&*.,?‘’

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz01234567891!@#£%^&*.,?‘’

Tw Cent MT Bold

Tw Cent MT Regular

ESPA Brand Identity Guidelines 11Typeface System

When Source Sans Pro isn’t available, it is acceptable to use Arial. ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz01234567891!@#£%^&*.,?‘’

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz01234567891!@#£%^&*.,?‘’

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz01234567891!@#£%^&*.,?‘’

Arial Bold

Arial Regular

Arial Regular Italic

ESPA Brand Identity Guidelines 12

Pantone® CMYK RGB HEX

PMS 2945 C:100 M:53 Y:2 K:16 R:0 G:76 B:151 #004C97

PMS 382 C:28 M:0 Y:100 K:0 R:196 G:214 B:0 #C4D600

PMS 7463 C:100 M:63 Y:12 K:67 R:0 G:43 B:73 #002B49

PMS Process Blue C:100 M:13 Y:1 K:2 R:0 G:133 B:202 #0085CA

PMS 369 C:68 M:0 Y:100 K:0 R:100 G:167 B:11 #64A70B

PMS 144 C:0 M:51 Y:100 K:0 R:237 G:139 B:0 #ED8B00

PMS 187 C:7 M:100 Y:82 K:26 R:166 G:25 B:46 #A6192E

PMS 268 C:82 M:98 Y:0 K:12 R:88 G:44 B:131 #582C83

PMS 258 C:51 M:79 Y:0 K:0 R:140 G:71 B:153 #8C4799

PMS 7493 C:25 M:4 Y:44 K:3 R:187 G:197 B:146 #BBC592

PMS 5845 C:18 M:10 Y:60 K:23 R:175 G:169 B:110 #AFA96E

PMS 5635 C:34 M:10 Y:33 K:20 R:148 G:165 B:150 #94A596

PMS Warm Grey 3 C:9 M:11 Y:13 K:20 R:191 G:184 B:175 #BFB8AF

PMS 403 C:18 M:21 Y:27 K:47 R:140 G:133 B:123 #8C857B

Colour Palette

Pantone® (PMS)PMS is a universally recognised colour matching system based on lithography printing inks. The letter U or C after the number denotes whether the surface to be printed on is uncoated or coated.

CMYKThese indicate an accurate match to the equivalent PMS colours when printing in four colour process.

RGB and HEXWhen any of these colours are reproduced on-screen (e.g. in digital presentations or internet etc.), they should be created with the appropriate RGB or Hexadecimal colour values shown here.

ESPA Brand Identity Guidelines 13Disclaimer text to accompany the logos

When using the ESPA logos (irrespective of the version) you must always include the disclaimer text. Note that red text must be completed as appropriate for your project. Produced by ‘[research project name]’ ([NERC project no.]), [funded]/[partly funded]

with support from the Ecosystem Services for Poverty Alleviation Programme (ESPA). The ESPA programme is funded by the Department for International Development (DFID), the Economic and Social Research Council (ESRC) and the Natural Environment Research Council (NERC), as part of the UK’s Living with Environmental Change Programme (LWEC). The views expressed here are those of the authors and do not necessarily represent those of the funders, the ESPA Programme, the ESPA Directorate, or LWEC.

Disclaimer text

ESPA Brand Identity Guidelines 14Photography and imagery

We have a bias to using positive, upbeat, solutions-orientated images and showing people using natural resources, and with disciplined balance of women/men, old/young, so this should be conveyed.

Photography examples

ESPA Brand Identity Guidelines 15

More informationMairi DuparCommunications SpecialistEcosystem Services for Poverty Alleviation (ESPA)Argyle House3 Lady Lawson StreetEdinburghEH3 9DR

+44 (0) 7768 325197communication@espa.ac.uk

© 2008 Ecosystem Services for Poverty Alleviation