Ident Visual CARE 0-03 BElements, Notas de estudo de Desenho Industrial

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Introduction

Basic Elements

Communications

Brand Applications

Stationery

CARE USA Language & Image Principles

Contact

CARE

Brand Identity Standards

November 2002

CARE Introduction Brand Identity Standards November 2002

Applying the brand standards covered in this manual will give us a distinctive look and feel that truly belong to CARE. While consistency and, therefore, compliance are paramount, these standards are flexible enough to meet most of CARE’s internal and external communications needs.

Your cooperation in incorporating our new brand into your activities and adhering to the accompanying standards is vital and appreciated. As the new face of CARE comes to life, we’re taking a major step toward our ambitious vision of a world without poverty.

Lydia M. Marshall Chair CARE International

0.

Over the years, CARE’s stenciled logo became a symbol of compassion and generosity to millions of people around the world. But as the scope of our mission evolved and expanded, public perception of CARE did not always keep pace.

Extensive research showed that CARE needed a clear, new image — one that both reintroduces and reaffirms our commitment to achieving lasting, meaningful change in many of the world’s poorest communities. As our programming becomes ever more sophisticated and far-reaching, a bold and uniform image will help strengthen our communications and, consequently, the public’s understanding of, interest in and support for our efforts.

With generous pro bono guidance from two leaders in brand communications — McCann-Erickson WorldGroup and their subsidiary FutureBrand — we created such an image. The resulting identity program not only encompasses our new logo and related graphics, but also new ways of explaining and illustrating who we are and what we do.

Communications 4.0 – 7.

CARE

Brand Identity Standards

November 2002

Color 4. Palettes and Equivalence Chart 4.

Secondary Graphic Elements 5. The CARE Supergraphic 5. Primary/Secondary Palettes 5. Dark Complementary Palette 5. Medium & Light Complementary Palettes 5. Incorrect Applications 5. The Texture Field 5.

Literature System 6. Placement of Brandmark on Publication Cover 6. Size of Brandmark on Publication Cover 6. Covers: full-color 6. Covers: 1-, 2-color 6. Interiors 6.

Sub Brands 7. Existing Sub Brands 7.

4

Brand Applications

CARE

• 1.0-3.
• November Brand Identity Standards
  • The CARE Brandmark 1.
  • Basic Configurations 1.
  • The CARE Primary Colors 1.
    • Color (positive) 1. Print Applications:
    • Color (reverse) 1.
    • Black & White (positive, reverse) 1.
    • Color (positive, reverse) 1. Electronic Applications:
  • Key to File Names 1.
  • Minimum Size & Clear-Space 1.
  • Incorrect Applications 1.
  • Typography 2.
  • Primary Typeface Family and Alternates 2.
  • Secondary Typeface Family and Alternates 2.
  • The CARE Tagline 3.
  • The Brandmark/Tagline Lockup 3.
    • Clear-Space 3.
    • Basic Formats for All Languages 3.
    • CI Member Countries 3. English Tagline for
    • English Tagline for Country Offices 3.
    • Restricted Use 3. Alternative Configuration for
    • Alternate Color Applications 3.
  • The Brandmark/Web Address Lockup 3.
    • Alternate Color Applications 3.
    • Incorrect Applications 3.
  • 8.0 – 12.
• November Brand Identity Standards
  • Environmental Application Standards 8.
  • Optimal Brandmark Applications 8.
  • General Brandmark Applications 8.
  • Signs 9.
  • Exterior Signs 9.
  • Interior Signs 9.
  • Interior Signs: Specifications 9.
  • Other Environmental Applications 10.
  • Banners, Flags 10.
  • Vehicles 10.
  • Accessories & Miscellaneous 11.
  • Clothing 11.
  • Promotional & Premium Items 11.
  • Transitioning the Brand in the Field 12.
  • First Phase 12.
  • Second Phase 12.
  • Third Phase 12.

CARE USA Language & Image Principles

CARE

Brand Identity Standards

November 2002

Foreword 14. Introduction 14. Four Principles for Communications 14. Standards for the Use of Words Appendix 1: Dos & Don’ts 14. Appendix 2: Rules for Promotional 14. & Fund-Raising Materials Standards for the Use of Images 14.

14

1. Basic Elements The CARE Brandmark

The New CARE Brandmark with the “Community of Hands” joined together should be viewed as an extension of CARE’s vision and mission. It represents CARE around the world and will be a unifying force for our organization globally.

This section includes a variety of specifications and rules intended to protect the integrity of our brandmark.

CARE Orange

Pantone®

Equivalent

159

4-color Process

0C, 62M, 100Y, 7K

RGB Web-safe

255R, 102G 0B

129U/ 143C

0C 16M 77Y 0K/ 0C 35M 85Y 0K

255R, 204G 0B

Hex

FF

CARE FFCC Gold

The CARE Brandmark Basic Elements The CARE Primary Colors

On paper, the CARE brandmark should be printed primarily on uncoated stock, for which PANTONE 129U or its process color equivalent is to be used for CARE Gold. When printing the brandmark on coated stock use PANTONE 143C for CARE Gold. For CARE Orange use PANTONE 159 on both coated and uncoated stock.

Also shown in this chart are equivalent colors for use in electronic media. For all other non-paper applications (signs, banners, premiums, etc.), use PANTONE COATED Color Formula Guide for matching purposes.

See page 4.1 for the complete CARE color palettes.

The colors shown throughout this manual are not authentic representations of the prescribed CARE colors. For accurate matching of colors, refer to the current edition of the PANTONE Color Formula Guide.

1.

The colors shown on this page and throughout this manual have not been evaluated by Pantone, Inc. for accurate PANTONE® Color Standards and may not match the PANTONE Color Standards. For accurate PANTONE Color Standards, refer to the current edition of the PANTONE Color Formula Guide. PANTONE® is a registered trademark of Pantone, Inc.

The CARE Brandmark Print Applications: Color (positive)

Basic Elements

This page shows the two full-color positive brandmarks and the one-color positive brandmark for print applications. Whenever possible, use the preferred Pantone® 2-color version. When budget does not allow for additional spot colors (i.e., Pantone 159 and Pantone 129U/143C) on a 4-color process publication, use the 4-color-process brandmark. Typically, you should use the Pantone 1-color brandmark for 1-to 2-color publications.

Uncoated paper stock is the preferred choice for CARE print materials because of its natural look and feel.

See page 1.7 for an explanation of the file names.

See page 1.2 (previous) for the CARE primary colors and for important information on how paper stock determines the CARE brandmark color specifications.

1.

Process 4-color cp_4p_p.eps

Pantone® 1-color cp_1c_p.eps

Pantone® 2-color cp_2c_p.eps cp_2cu_p.eps

The CARE Brandmark Print Applications: Black & White (positive, reverse)

Basic Elements

A. Positive Applications These are the black and white positive versions of the brandmark for print applications. The Black & Gray brandmark shown at the top left is the preferred version. Use the Solid Black mark only in cases where the reproduction of the gray tone is problematic, such as very small (i.e., less than one-half-inch diameter) applications with coarse screens.

B. Reversed Applications These are the black and white reversed versions of the brandmark for print applications. The Gray & White brandmark shown at the top right is the preferred version. Use the Solid White mark only in cases where the reproduction of the gray tone is problematic, such as very small (i.e., less than one-half-inch diameter) applications with coarse screens.

1.

Solid Black cp_k_p.eps

Black & Gray cp_kg_p.eps

Solid White cp_w_r.eps

Gray & White cp_gw_r.eps

A B

The CARE Brandmark Electronic Applications: Color (positive, reverse)

Basic Elements

Positive Applications To the left is shown the Web-safe brandmark for use in applications where the final output is electronic media. A transparent gif file is provided for use in PowerPoint applications.

See page 4.1 for the CARE color palettes and for specifications on Web-safe colors.

Reversed Applications To the left are shown the Web-safe brandmarks for use in reversed applications where the final output is electronic media. Do not use the brandmark on any color background that does not provide sufficient contrast. Choose background colors from the CARE Dark Complementary color palette. (Brandmark B is only for use when the background color is CARE Orange.)

See page 4.1 for the CARE color palettes.

1.

Web-safe ce_3c_p.eps ce_3c_p.jpg ce_3c_p.gif

Web-safe ce_3c_r.eps ce_3c_r.jpg ce_3c_r.gif

Web-safe ce_3c_p.eps ce_3c_p.jpg ce_3c_p.gif

A B

The CARE Brandmark Basic Elements Minimum Size & Clear-Space

A. The CARE brandmark should not be reproduced at sizes smaller than .5 inches (12.7mm) in width unless it appears in solid black, white or CARE Orange (i.e., without any screening).

See page 4.1 for the CARE color palettes.

B. The clear-space ensures optimum staging and visibility of the branding elements. The value “x” (equivalent to the x-height of the CARE logotype) is the minimum amount of clear space required around all sides of the brandmark. No other graphic elements or type should appear within this area, unless it is the tagline or another element specifically configured with the brandmark as shown in these standards, such as the Web site lockup.

1.

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However, CARE and thepeople we serve depend on your support. We inviteyou to help us ensure CARE's ability to respondto the challenges that we will face in the future.Please take a moment to find out how you canbecome involved with CARE in your community. Withyour help, we can defeat poverty forever.

0.5” 12.7mm

x

x

A B

Neither text nor imagery should appear within the clear-space.

The CARE Brandmark Basic Elements Incorrect Applications

An important part of successful brand communications is maintaining a balance between flexibility and consistency. Color and imagery standards, as detailed in other sections of this document, allow for a broad range of expression, while the CARE brandmark functions as the anchor for the visual system.

Maintaining visual consistency of the CARE brandmark is vital to preserving the integrity and recognizability of the identity. No component of the CARE brandmark should be redrawn or altered in any way.

See page 4.1 for the CARE color palettes. See page 5.1-5.5 for standards when using the symbol as a supergraphic.

1.

Do not substitute other fonts or typographic styles for the CARE logotype. The name CARE appears as all caps in text only.

Do not execute the brandmark in colors other than CARE Orange, CARE Gold, black, gray or white.

Do not alter the scale relationship between the symbol and the logotype.

Do not alter the placement of the symbol and the logotype.

Do not attach graphic or typographic elements to the CARE brandmark, outside of the approved configurations in this manual.

Do not reproduce the full-color brandmark at sizes smaller than .5" (12.7mm) in diameter

incorrect incorrect

incorrect incorrect

incorrect incorrect 0.25” 6.35mm

Basic Elements Typography

An important tool for maintaining distinctiveness and consistency in CARE’s brand identity program is typography. A specific typeface family — ITC Officina — has been selected to complement the other elements in the system. Designated alternate fonts are to be used on a very limited and utilitarian basis, such as for letters and memos.

Effective use of typography can have a significant impact on how well messages come through, as well as add a unique flavor to our overall brand. The following pages outline criteria to keep in mind for typography treatments.

2.

Typography Primary Typeface Family and Alternates

Basic Elements

ITC Officina Sans®, the stylistic basis for the CARE logotype, is the primary typeface family for use in the CARE identity system. It is ideal for use in brief and high impact pieces of communication: headlines, subheads, quotes, introductory paragraphs and brochure length copy. The ITC Officina Sans Family is the only appropriate typeface for high-end communications to larger audiences.

The alternate primary typeface family News Gothic is widely available on PC systems, and can be used for day-to-day needs such as correspondence. News Gothic has been selected as an alternate for its visual compatibility with Officina. The Arial type family may be used if News Gothic is unavailable.

Consistent use of these typefaces will ensure that all visual communications materials are distinct and recognizable. They should never be distorted (squeezed or stretched) or substituted with unauthorized typefaces.

For readability, a minimum font size of 12-pt. is recommended for correspondence.

2.

primary typeface alternates

ITC Officina Sans® Book/ Book Italic

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

ITC Officina Sans® Bold/ Bold Italic

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

News Gothic Regular/ Oblique / Bold / Bold Oblique

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

Arial Regular/ Italic / Bold / Bold Italic