Brand Guidelines - Karuna · KARUNA BRAND GUIDELINES APRIL 2017 PAGE 6 OF 12 KARUNA HORIZONTAL LOGO...

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These guidelines define the basic elements of the Karuna brand.

The purpose of these guidelines is to define a set of rules and recommendations that guarantee the correct application of the basic elements of the Karuna brand. It is essential to provide a consistent message so that we give a clear and accurate perception of our work.

Thank you for your cooperation.

Brand Guidelines

KARUNA BRAND GUIDELINES APRIL 2017

OF 12KARUNA BRAND GUIDELINES APRIL 2017

Inspired by Buddhist values, Karuna exists to end caste-based discrimination, poverty and inequality in India and Nepal. Our work with individuals focuses on education, dignified livelihoods and gender equality, transforming communities and changing society.

Karuna believes...

• Individual transformation is crucial for genuine social change

• Authentic communication has the power to change lives

• Every human should have the opportunity to fulfill their potential to grow and develop

Karuna exists to end caste-based discrimination, poverty and inequality.

Karuna’s Purpose

Describing Our Work

Karuna’s Story

In 1980, a small group of Triratna Buddhists travelled home to the UK, deeply moved by the suffering they had witnessed among the very poor, Dalit communities in Maharashtra, India and inspired by the teachings of social reformer Dr. Ambedkar.

Deciding they needed to act, they began fundraising in the UK while living together in a community to save money. Before long, a new form of door-to-door fundraising based on the non-violent principles of Buddhism began to emerge and Aid for India, today known as Karuna, was created.

Since then, Karuna - which means “compassion” in Sanskrit – has grown, always keeping true to those principles upon which it was founded. We still only fundraise using volunteers and never outsource our fundraising to agencies. We do not send gifts and gimmicks nor bombard our donors with letters and we never share donor details with third-parties. We also continue to exercise the Buddhist principles of non-

KARUNA PURPOSE AND ORIGIN

aggression, positive communication and skillful means in our fundraising. In practice, this means that we empower the donor to make a conscious and considered choice to give, rather than feel pressured or manipulated into donating. Our fundraisers incorporate their spiritual and ethical frameworks into their fundraising and do not work to quotas or for bonuses. This is echoed in our salary system, as each employee at Karuna, including our CEO, is paid on a needs basis and not according to seniority.

Karuna is a Triratna team-based Right Livelihood - a Buddhist ideal of working ethically and non-violently. Our CEO and Trustees are always ordained members of the Triratna Buddhist Order and we emphasise the importance of working and practicing together, striving to create positive change in oneself as well as others.

With more than 40 partners based in India and Nepal, we remain committed to ending caste-based discrimination for good.

From discrimination to dignity in India and Nepal.


This process starts with our supporters - what begins with a choice to donate ends with a tangible and lasting societal change.

When an individual’s life changes, they can change their community. When a community changes, they can change society.

By giving people the tools, the support and the skills to lead dignified lives, they can become champions of their communities and begin helping others too.

Working with grassroot organisations based in India and Nepal from within the affected communities themselves, we can ensure self-reliance and sustainability.

We bring these organisations together, forming networks and creating wider social impact.

These networks can spread their benefit to more individuals, restarting the cycle of transformation for others.

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How Karuna creates change:

KARUNA APPROACH

Theory of Change


KARUNA COMMUNICATION

These following bullet points are a guide to communicating our work:

• We use Karuna not The Karuna Trust (the latter is for official documents only)

• Plain speak• Easy to read and understand• Human not corporate• Not patronising• Positive• Empowering language• Non verbose or flowery

language• Not over the top• Factual• Short sentences• Avoid cliches• Speak to an individual• First person• Sincere• Non jargonistic• Explain acronyms• Concise

How Karuna communicate

Kæʀunɑː kæasinCat rasinRed ʊasinPut nasinTen ɑ:asinarm

Rhythmically: Rent-a-car ooh-la-la

Notkarooonar

Karuna means “Compassion in Action”

It’s important that the word Karuna is pronounced correctly and consistently. Different pronunciations of Karuna undermine the integrity of the brand and make it difficult for supporters to talk about Karuna to others. Please remember to pronounce Karuna like this...

When communicating Karuna’s work it’s important that we focus on themes such as independence, shared values, partnerships and demonstrate the progress we are making towards achieving our purpose. Examples are:

Independence - emphasise the individual helping themselves

Instead of... International aid has lifted millions out of poverty.Karuna says... The purpose of development is to support people

to become independent and stand on their own two feet.

Shared values - empathy, not us and them

Instead of... There is so much needless suffering in the world, we can’t turn our back on it!

Karuna says... People are striving to take control of their own futures. Like us, they want their children to grow up healthy, get an education and reach their full potential.

Partnerships - we work together, not alone

Instead of... When the earthquake in Nepal struck, we gave rapid assistance to help poor people recover from the effects of natural disasters.

Karuna says... Karuna worked with local partners in Nepal, providing resources and sharing expertise to better support people affected by the earthquake.


KARUNA MASTER LOGO

White Out: Grayscale:

Exclusion Area:

To ensure the integrity and legibility of the logo, there is a protection area in relationship to other graphic elements. The area of protection is defined by the height of the K in the logo.

Minimum Size:

To maintain the legibility of the logo, its minimum dimensions for reproduction are defined as 15mm wide for print and 100px wide for screen.

Exclusion Area

Print: 15mmScreen: 100px

The logo and brand assets outlined in this document should never be redrawn, altered, distorted, recoloured, stretched or squeezed. Graphic effects such as drop shadows or 3D effects should also be avoided.


KARUNA HORIZONTAL LOGO

White Out:

Grayscale:

Exclusion Area:

To ensure the integrity and legibility of the logo, there is a protection area in relationship to other graphic elements. The area of protection is defined by the width of the K in the logo.

Minimum Size:


Exclusion Area

Print: 25 mmScreen: 150px


KARUNA HORIZONTAL LOGO WITH TAGLINE

White Out:

Grayscale:

Exclusion Area:


Minimum Size:


Exclusion Area

Print: 80 mmScreen: 500px


KARUNA HORIZONTAL LOGO WITH URL

White Out:

Grayscale:

Exclusion Area:


Minimum Size:


Exclusion Area

Print: 65 mm / Screen: 350px


C 0M 100Y 95K 35

C 0M 0Y 0K 90

C 85 M 0 Y 55K 0

C 90M 0Y 30K 0

C 5M 7Y 7K 0

PANTONE 187c

KARUNA RED DARK GREY DONATION GREEN ACTION BLUECREAM

PANTONE 425c PANTONE 3275c PANTONE 7466cPANTONE WARM GRAY 1c

R 167G 13B 23# a70d17

R 64G 64B 65# 404041

R 0 G 176B 149# 00b095

R 0G 176B 189# 00b0bd

R 240G 234B 231# f0eae7

KARUNA CORE COLOUR PALETTE


KARUNA EXTENDED COLOUR PALETTE

Colour picking from images:

Images play a vital role in communicating Karuna’s work. Given their importance and the fact that they often drive the literature, colours can be colour picked from the images to extend the core colour palette.

Picking out the vibrant colours from the images reflects Karuna’s legacy of focusing on the positive aspects of Indian and Nepali culture. We believe hope is a more powerful tool than guilt so expanding Karuna’s core colour palette with positive bright colours is important to our values.

KARUNA BRAND GUIDELINES APRIL 2017 PAGE 11 OF 12

KARUNA TYPOGRAPHY

Company typeface:

The company typeface is FF DIN. It’s a contemporary and highly legible sans serif typeface that allows an attractive, clean typographic style. FF DIN is available in a variety of weights that can be used to create graphic emphasis and visual hierarchy.

FF DIN LightFF DIN RegularFF DIN MediumFF DIN BoldFF DIN Black

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 £ $ % ( ) + - : ; ! *

Typeface for shared applications:

FF DIN may not always be available for certain applications, shared documents or the web. In these instances the typographic choice is Verdana. It has excellent legibility on screen and is widely available so can be found on most computers.

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 £ $ % ( ) + - : ; ! *

Verdana RegularVerdana Bold

“ Triumph over prejudice and ignorance is a triumph for us all.”

Dame Judi Dench, Patron

The Karuna Trust is a registered charity No 327461

karuna.org

The Karuna Trust 72 Holloway Road London N7 8JG

T 0207 700 3434 E [email protected] facebook.com/karuna.org @karuna_trust_uk

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Brand Guidelines - Karuna · KARUNA BRAND GUIDELINES APRIL 2017 PAGE 6 OF 12 KARUNA HORIZONTAL LOGO...

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