action/2015Visual Identity Guidelines

June 2014

Contents

Introduction 3

The action/ signifier 8

Clear space 9

Correct usage 10

Graphic elements 11

Cause names 12

Cause/issues and tone of voice 13

Highlight bars 14

Translations 15

Colour palette 16

Spacing and position: Offline 17

Online 18

Sizing 19

Partner logos 20

How the signifier could be used 21

Contact 23

ACTION/ BRAND GUIDELINES

3

INTRODUCTION

BACKGROUND

We come together because 2015 is a generational

opportunity for transformational change. Two

processes (COP-UNFCCC and the finalisation of

the post-2015 sustainable development agenda)

culminate within months of each other with the

potential to shape the future of our people and

our planet. Our aim is to inspire actions that

empower the marginalised and collectively tackle

the root causes of inequality, injustice, poverty

and climate change.

VISION

“ Our vision is a transformational shift that ensures

gender justice and enables everyone to live their

lives in dignity, free from hunger and from the fear

of violence, oppression, discrimination or injustice,

in a way that protects the planetary systems

required for survival of life on earth.”

Source: Istanbul Text

4

WHO WE ARE

WE ARE a movement because we are made

up of thousands of organisations, coalitions

and partnerships that reflect the diversity of

activists fighting injustice, inequality, poverty

and climate change all over the world.

WE WANT concrete actions taken and

ambitious agreements made in 2015 that

reflect local struggles around the world and

leave no-one behind.

WE BELIEVE that ordinary people have the

power to create extraordinary change when

they come together and act.

WE USE large-scale mass-mobilisation

campaigns to compel substantive political

action at COP-UNFCCC and in the design of

the post-2015 SDGs.

WE HOPE that action/2015 becomes a

platform for greater coordination among civil

society, as we recognise that although 2015

is a critical opportunity for transformational

change, it is just the beginning. 2015 is also

an opportunity to recruit a new generation

of change-makers who can hold power to

account and ensure that pledges made in

2015 are delivered as we move towards 2030.

5

WHAT WE DO

We channel and amplify the energy that already exists,

sharing information and light-touch support to help the

whole be greater than the sum of its parts.

We highlight unique opportunities for large-scale public-

facing actions between organisations.

We provide a platform for coordination and facilitation of

joint actions.

6

OUR POSITIONING

For civil society organisations engaged with the post-2015 SDGs and

COP-UNFCCC, action/2015 is an open-source global movement focused

on mobilising millions of people to compel governments to take action

in 2015.

action/2015 is different because it focuses exclusively on mobilisation

rather than lobbying; it prizes action over discussion; it devolves

rather than dictates; it has no bias towards a specific development

issue and it is open and open source.

For citizens around the world, action/2015 is an easy way of joining the

dots between the many campaigns and actions they will see over the

coming 18 months. Whatever issue they are passionate about, there

will be an action, or partner, they can support and engage with, be it

climate, gender, tax justice, human rights, maternal health etc.

THE GUIDELINES

The purpose of these guidelines is to explain the use of the

new action/2015 signifer and how to use the visual identity in

all communications. This includes publications, presentations

and all other materials both online and off line.

7

8

THE ACTION/ SIGNIFIER

2015action/2015 is the primary

signifier and is the essence

and personality of the

movement and how it

represents itself globally.

It has a consistent wordmark

and a highlight bar which

has been designated to

accommodate movement

cause names.

It is important to maintain

the strength and values

of movement at all times

and this guide provides

the pertinent specifications

needed to reinforce its

integrity.

The guidelines set in this

document are not meant to

inhibit, but to improve the

creative process.

action/ wordmark cause & highlight bar

The action/ wordmark is based on a condensed

sans serif typeface and includes a forward slash.

As well as providing an introduction point for a

cause name, visually, the forward slash gives a

feeling of motion and action.

The wordmark is intentionally stark to improve

its legibility and has a roughness to enhance its

unique personality.

The yellow highlight bar serves as a point of visual

focus and brings the cause to the fore. It takes the

form of a spontaneous stroke adding a human touch

and a sense of urgency.

9

CLEAR SPACE

2015x

x

x

The exclusion zone

The boundary marked in

blue should always be

given as an area free from

distraction.

Other visual elements should

not encroach upon the

indicated space.

10

CORRECT USAGE

Distortion

Proportions should be

maintained at all times

to ensure legibility and

reinforce consistency.

The signifier should be

uniformly resized to fit a

space and proportional

dimensions should not be

altered.

Spacing and balance

The cause name should

sit comfortably within the

highlight bar with a fairly

even distance between

the type and the highlight

boundary.

Capitalisation

Although Action/2015 may be

written with a capital A in

text it should never appear in

the wordmark which should

not be altered in any way.

2015

2015

Cause

Cause

CauseCause

2015

2015

2015

Cause

Cause

CauseCause

2015

extended foreshortened

compressed overhanging

capitalisation in wordmark

11

GRAPHIC ELEMENTS

2015The cause & highlight bar

The yellow highlight area may be used

to name specific causes or issues.

The areas marked red are adaptable

and available to accomodate named

causes as shown in the examples

below.

Cause names should be set in Slab Tall

X Regular - available to download at:

http://www.dafont.com/slab-tall-x.font

Cause

ClimatePoverty

the highlight bar can be extended to accomadate the cause name

the red area indicates the live zone for cause names

12

CAUSE NAMES

Adding a cause name

The illustration opposite shows areas that need

to be considered when adding a cause name.

The illustrations below show numbered stages

to follow when adding a cause name.

Cause names should be set in

Slab Tall X Regular available to download at:

http://www.dafont.com/slab-tall-x.font

Causename

CausenameCausename

Causename1. Position a text box in

red area and type in

desired cause.

3. Select a highlight

bar (see p.14) and

position between blue

guidelines and align

with forward slash.

2. The name length will

determine the size of

the highlight bar which

will extend to a point

indicated in green.

4. Adjust size to align

length with green

guideline.

blue = top edge of highlight bar

red = insertion point and cap height of cause name

blue = bottom edge of highlight bar

green = even distance for highlight bar to extend to beyond the cause name

13

Here are some of the causes and

issues that action/2015 covers

Poverty

Injustice

Fairness

Equality

Inequality

Climate Change

Water

Children

Forests

Girls

CAUSES/ISSUES AND TONE OF VOICE

Specific causes or issues can be

applied and take the form of a place

name where appropriate.

The core movement is action/2015 so

if a date is to be added it should only

ever be 2015.

Kenya

Kenya Kenya 2015

Kenya

Kenya Kenya 2015

14

GRAPHIC ELEMENTS - HIGHLIGHT BAR

Xxxxxx

Xxxxxx

X

X

X

X

Xxxxxxx

Xxxxxxx

X

X

Xxxxx

XxxxyTemplates

The samples shown on

this page show a variety of

lengths in straight format

and more irregular shape.

The first example shows

how the irregular shape

may be more suitable where

descenders occur such as

the letter ‘y’.

The bar serves to highlight

the cause and should feel

spontaneous and should not

be restrictive.

15

GRAPHIC ELEMENTS - TRANSLATIONS

The wordmark

The action/ wordmark is based on the typeface

Wagner Round and is slightly distressed in order to

give it a character that is unique to the movement and

will distinguish it from the cause name.

The Wagner Round typeface is available to buy online

(see below) with the purchase of a licence for all

action/2015 participants under discussion.

The distressed alphabet is available to download as a

guide for roughening or can be used directly to create

the translated wordmark.

Typeface available online to purchase at: http://www.myfonts.com/fonts/canadatype/wagner-round/

The wordmark alphabet is available on the civicus action/2015 website, in the download area.Wagner Round Wordmark letterforms

16

GRAPHIC ELEMENTS - COLOUR PALETTE

Mono: Wordmark & Cause 100%black,

highlight 25% black

CMYK breakdown for print

RGB breakdown for online

Mono reversed: Wordmark & Cause white,

highlight 80% black

Colour reversed: Wordmark & cause 100% yellow,

highlight 80% black

C0 M0 Y0 K100 C0 M0 Y100 K0

C0 M0 Y0 K80C0 M0 Y0 K25

R26 G23 B27 R255 G237 B0

R88 G88 B90R207 G208 B210

17

SPACING & POSITION - OFFLINE

The position of the

signifier is based on the

exclusion zone and the

geometry of an area, in the

examples illustrated the

format is A4.

The width of the mark

represents about one fifth

of the format width.

2015

2015

2015

51 mm 12.3 mm

17.5 mm

19 mm

2015

51 mm 12.3 mm

19 mm

12.6 mm

18

SPACING & POSITION - ONLINE

2015

20152015

Skyscrapers

Full width signifier

Banners

Full size signifier

Depending on the overall

content of the digital banner

either a full sized or half sized

signifier may be used.

Banners

Half size signifier

19

SIZING

2015

25mm

6.75mm

Minimum reproduction size

To ensure legibilty is retained the minimum size

rule should be adhered to.

The primary logo can be reproduced at minimum of

25mm width.

Where cause names apply the action/ wordmark

should be set at a minimum height of 6.75mm

and name set in Slab Tall X Regular (available to

download at http://www.dafont.com/slab-tall-x.font)

at a cap height of 17pt.

Maximum width for small spaces

A highlight bar of suitable length can be selected

from the highlight bar templates. It is recommended

that the bar does not exceed 3 times the length of

the wordmark.

Xxxxxx

Xxxxxx

X

X

X

X

Xxxxxxx

Xxxxxxx

X

X

Xxxxx

Xxxxy

20

PARTNER LOGOS

The position of the mark alongside other

logos is based on the exclusion zone and an

additional even distance to allow a breathing

space for the partner logo.

2015

2015

2015

20152015

2015

21

HOW THE SIGNIFIER COULD BE USED

2015

2015

22

2015

2015

HOW THE SIGNIFIER COULD BE USED

2015

2015