ICARDA VisuaL BRANDING GUIDELINES VISUAL BRANDING GUIDELINES 7 4. Visual Brand Elements ICARDA’s...
Transcript of ICARDA VisuaL BRANDING GUIDELINES VISUAL BRANDING GUIDELINES 7 4. Visual Brand Elements ICARDA’s...
Table of Contents
1. About the Document ............................................................................................. 4
2. Accessing Logos and Templates ............................................................................. 4
3. Positioning the ICARDA Brand ............................................................................... 5 3.1 ICARDA Vision ................................................................................................ 5 3.2 ICARDA Mission .............................................................................................. 5 3.3 Tagline ............................................................................................................ 5 3.4 Boilerplate Text .............................................................................................. 6
4. Visual Brand Elements ........................................................................................... 7
4.1 ICARDA Logo .................................................................................................. 7 4.2 Typography .................................................................................................. 10 4.3 Colors ........................................................................................................... 11 4.4 Watermark of ICARDA’s symbol .................................................................. 12 4.5 Brand Images ............................................................................................... 12
5. Co-branding: Use with Partner Logos .................................................................. 15
6. Applications.......................................................................................................... 16 6.1 Stationery ..................................................................................................... 16 6.2 PowerPoint Presentations ........................................................................... 18 6.3 Report Covers for Documents ..................................................................... 19
ICARDA VISUAL BRANDING GUIDELINES 4
1. About the Document
ICARDA has grown enormously since its establishment in 1977, working currently in
more than 40 countries. It works with national agricultural research programs and a
range of other partners worldwide in Central Asia, South Asia, West Asia, North
Africa, and Sub-Saharan Africa. Further with decentralization in 2013, ICARDA’s
research programs are spread across Egypt, Ethiopia, Jordan, Lebanon, Morocco,
Tunisia, and Turkey, aside from it regional and country programs. With
implementation across a vast geographic region, a need for consistent messaging and
visual identity is paramount as ICARDA strives to build an appealing image across a
range of stakeholders globally – donors, scientists, policy-makers and the
development community.
While ICARDA’s extensive experience and research outputs are its strengths, image
building is an equally important activity to drive due recognition, sustain it and carve
a reputation for its core services in a competitive world.
The overall objective of this document is to articulate and establish a visual identity
and messaging for ICARDA that must be applied and conveyed across all its
communications – print, online and orally (presentations).
These guidelines are published and shared to ensure consistent use of logo and
designs for all products – promotional products, corporate materials and research
outputs.
2. Accessing Logos and Templates
Logos and templates for Powerpoint presentation, reports, report covers, letterheads
and business cards are shared at wikispace for CODIS services and support to
scientists.
Wiki URL: comms-wiki.icarda.org
(This is a go-to resource for scientists for all ICARDA’s communications services and
support provided by CODIS. The site will be launched in January)
For questions on the use of templates, logo and other branding elements, please
contact: Rajita Majumdar at [email protected].
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3. Positioning the ICARDA Brand
ICARDA is a global agricultural research organization and one of the 15 CGIAR
centers. Its aim is to improve rural livelihoods in dry areas where natural resources are
scarce.
ICARDA has deep experience and leading expertise in drylands agriculture. Working
with and responding to countries’ research priorities is the unique selling point of
ICARDA.
Differentiation Factors
Works with NARS – the impact pathway to large-scale and lasting change
Applies systems approach to drive sustainable agriculture development – the
right mix of technologies (crops, land, water, soil, livestock), partnerships,
market options and enabling policies
Anchors research around irrigated, rainfed and rangeland systems to deliver
technology ‘packages’ tailored to agroecosystems, so they are scalable
Integrates research projects with capacity building as a core component,
empowering countries for better future
3.1 ICARDA Vision
Improved livelihoods of the resource-poor in the dry areas
3.2 ICARDA Mission
To contribute to the improvement of livelihoods of the resource-poor in dry areas by enhancing food security and alleviating poverty through research and partnerships to achieve sustainable increases in agricultural productivity and income, while ensuring the efficient and more equitable use and conservation of natural resources.
3.3 Tagline
For use with ICARDA’s logo and as a slogan:
Science for Better Livelihoods in Dry Areas
ICARDA VISUAL BRANDING GUIDELINES 6
3.4 Boilerplate Text
Short version
The International Center for Agricultural Research in the Dry Areas (ICARDA) is the
global agricultural research organization working with countries in the world’s dry
and marginal areas to deliver sustainable systems solutions that increase productivity,
improve rural nutrition, and strengthen national food security. ICARDA’s integrated
approach includes new crop varieties; agronomy; on-farm water productivity; natural
resources management; rangeland and small ruminant production; and socio-
economic and policy research to better target poverty issues and accelerate technology
adoption. A member of CGIAR Consortium, ICARDA works closely with national
agricultural research programs and other partners in more than 40 countries across
North and Sub-Saharan Africa, and Central, South, and West Asia.
Long version
Established in 1977, the International Center for Agricultural Research in the Dry
Areas (ICARDA) is one of the 15 centers supported by the CGIAR. ICARDA's
mission is to improve the livelihoods of the resource-poor in dry areas through
research and partnerships dedicated to achieving sustainable increases in agricultural
productivity and income, while ensuring efficient and more equitable use and
conservation of natural resources.
ICARDA has a global mandate for the improvement of barley, lentil and faba bean,
and serves the non-tropical dry areas for the improvement of on-farm water use
efficiency, rangeland and small ruminant production. In Central Asia, West Asia,
South Asia, North Africa and Sub-Saharan Africa regions, ICARDA contributes to
the improvement of bread and durum wheats, kabuli chickpea, pasture and forage
legumes, and associated farming systems. Using system’s approach, it integrates
improved crop varieties with improved land and water management, diversification of
production systems, and value-added crop and livestock products. The Center backs
agricultural research with social, economic and policy research to better target
poverty and enhance the uptake of improved technologies and practices. Finally,
national capacity building is the foundation stone of all ICARDA’s partnerships with
countries to ensure sustained agricultural development of dryland communities.
ICARDA VISUAL BRANDING GUIDELINES 7
4. Visual Brand Elements
ICARDA’s visual identity comprises of following components:
Logo with tagline
Primary green color and secondary accent color palette
Typography
Watermark of ICARDA’s symbol – restricted use only on certain corporate
products
Brand images
4.1 ICARDA Logo
Original logo
Green color: Pantone 356C CMYK (96, 26, 100, 15)
RGB (0, 122, 64) HEX (#007A40)
Logo Variations Allowed
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Things not to do
Use reverse logo against white or any other color, except its own green shade.
It should not look like a sticker.
Use reverse ICARDA logo (white font against green background) against
background colors other than ICARDA’s green color.
Alter the green shade of ICARDA’s green
Change the proportion of logo shape
Logo Exclusion Zones
The logo requires space around it in order to maximize its presence and visibility.
This space should be equivalent to or greater than the height of the ICARDA
letterform.
Logo Minimum Size
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4.2 Typography
For use by designers. Fonts available only in desktop publishing software
For standard use by all in documents and materials
ICARDA VISUAL BRANDING GUIDELINES 11
4.3 Colors
ICARDA’s enhanced visual identity maintains its primary color as green – an identity
built over past several years, but improves on visual appeal by adding accent from a
palette of clean and bright colors. Monochrome green color builds monotony and
restricts visually enhancing products. Establishing a set of colors also allows to utilize
colors to add visual identity to the subject of communication product, for example,
using blue accent in materials/reports on water management project; and brown
accent in materials/reports relating to marginal lands.
ICARDA VISUAL BRANDING GUIDELINES 12
Things to remember on use of colors
Green is always the primary or main color in all communications
Secondary colors can be used as accent colors – as in sub-heading style or
footer/header lines
Do not mix more than 3 colors on any product
4.4 Watermark of ICARDA’s symbol
ICARDA uses watermark of its symbol on select corporate communication products,
like letterhead, business cards, website, and title slide of presentations.
Note: Please consult CODIS (Rajita) on the use of watermark.
4.5 Brand Images
Images are important carriers of ICARDA’s image and brand identity. They reflect
the mission and core values of ICARDA and must reinforce our key messages of:
Better livelihoods
Sustainable environment
Working together (partnerships)
Increased productivity
Systems approach – as far as possible
ICARDA VISUAL BRANDING GUIDELINES 13
Best images for your materials are those that connect emotionally with your audience,
draw in readers to the content and are related to the context they are used in.
Tips on photo selection
Use photojournalistic style (as an observer), never forced or staged
The color palette is saturated (bright) or warm, and colors in the imagery
complement ICARDA’s color palette
Close-ups of people are better than long shots of groups of people
Smiling and happy farmers, women and children are best to convey impacts of
your project
Hardship photos can be used to show challenges
The following are style guidelines for photos
Do not use borders around the photos
Avoid using dates and captions overlaying the photo
Use only high resolution images (size > 400 KB)
Place captions below the photo instead of above
Use regular font, not bold or italics
Suggested caption font in publications: Calibri, size 11
Do not cut out photos, make rounded edges or overlap photos
Do not place photos bordering each other. Provide a thin white space to make
them distinct
ICARDA VISUAL BRANDING GUIDELINES 15
5. Co-branding: Use with Partner Logos
ICARDA’s research activities are implemented in partnership with other
organizations and are funded by one or more donors, which means there are multiple
logos to be placed on reports and products to give due recognition to all organizations.
Guidance of placing multiple logos on all communication reports and products
All logos must be of same size
Keep minimum clearing space between logos
Do not place black and white ICARDA logo next to other color logos
To reflect different roles of organizations if needed, add text such as “Led by”
or “Implemented by” and “In partnership with” next to the logos
Place logos of implementing organizations on separate line from donor logos
Example of placing multiple logos
Implemented by
Funded by
ICARDA VISUAL BRANDING GUIDELINES 16
6. Applications
6.1 Stationery
Business Card
Front and back (bottom)
Note: Second language should be modified as per the location of the staff member.
Including 2nd
language is optional and the back side can be kept blank.
ICARDA VISUAL BRANDING GUIDELINES 17
ICARDA Letterhead
Note: Address and second language should be modified by Regional and Country
Offices as relevant.
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6.2 PowerPoint Presentations
For Standard Use across the Center
Cover and content slide (bottom)
ICARDA VISUAL BRANDING GUIDELINES 19
6.3 Report Covers for Documents
For Standard Use across the Center
ICARDA VISUAL BRANDING GUIDELINES 20
For more information and specific questions concerning the use of the logo, colors, typography or any other element of ICARDA’s visual identity, please consult CODIS.
Contact
Rajita Majumdar at [email protected] Communications Specialist @ ICARDA Amman, Jordan
Phone: +962 65903120 Ext. 239
Copyright ©2015 International Centre for Agricultural Research in the Dry Areas
(ICARDA). All rights reserved.