NEXTGEN BRAND BOOK 2015 - UNICEF USA 2015BrandBook_12... · 2 UNICEF NEXT GENERATION Brand Book...

NEXTGEN BRAND BOOK 2015updated December 17, 2015

2 UNICEF NEXT GENERATION Brand Book 2015

Contents

How to Use This Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Image Catalog . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Our Fonts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Core Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

USF Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Our Personality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Online Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

Design Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

Examples . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

Presentations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

Examples . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37

Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38

Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39

Examples . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40


How To Use This BookWhen people talk about branding, they tend to think in terms of logos and taglines, but for us it means much more. Our brand reflects everything we do and say.

WHAT IS THE NEXTGEN BRAND?

It’s what NextGen stands for and makes it unique .

WHY IS THE BRAND BOOK IMPORTANT?

Brands work when people can relate to them . If we convey a clear and consistent identity every time we communicate, people will come to know — and appreciate — who we are and what we stand for .

�This book highlights key components of the UNICEF Next Generation (NextGen) brand . It includes messaging we use to communicate with others about NextGen and updated guidelines for defining our visual identity online and through social media .

This book should always be referenced along with the U.S. Fund for UNICEF Brand Book, which reflects the components for the UNICEF master brand. Components of this book and the 2015 U .S . Fund for UNICEF Brand Book are in the NextGen Brand Book zip file and USF Brand Book zip file, respectively .

WHEN SHOULD I USE THE BRAND BOOK?

Every single day you should do something for NextGen! The Brand Book is meant to help us all become better communicators . It should inform everything you do — from talking to someone on the subway and creating a presentation to writing a thank-you letter and designing a web page .


U.S. Fund for UNICEF & NextGen Logo

The UNICEF logo is one of our most powerful symbols . It is our guarantee of quality, trust and integrity . The two elements of the logo — the UNICEF name and the emblem — must always be used together as a single unit .

Combining the U .S . Fund for UNICEF children first logo and the UNICEF Next Generation logo tells people what we do and who we stand for . It is essential to keep both logos together as often as possible .

Note: The NextGen logo has been redesigned . Please discard any logos acquired before November 1, 2015 and use most recent logo shown above.

Contact [email protected] for questions on usage or for a 2015 logo package .


U.S. Fund for UNICEF & NextGen Logo Variations

The logo can be reproduced in USF Blue (100% cyan), black and knocked out of an image or background in white with USF Blue .

Note: Black background only to indicate knockout . Black is not part of logo lockup .


Preferred Size

3”

Minimum Size

2”

U.S. Fund for UNICEF & NextGen Logo Size and Scaling

The preferred size for reproducing the U .S . Fund for UNICEF/NextGen logo in printed materials is 3” wide .

Minimum size refers to the smallest allowable logo size . The logo is available in one size that can be scaled down to a minimum size of 2” wide or 144 pixels wide for digital use online or in presentations .

Always maintain the logo’s aspect ratio when scaling.

U .S . Fund for UNICEF/NextGen .eps logo files may be scaled to any size necessary for the application, as long as the minimum size requirements are met . .jpg logos should never be scaled up to avoid pixelization .


NextGen Stand-alone Logo

The NextGen stand-alone logo can be used where space prohibits use of children first logo lockup, but should be avoided whenever possible . When the NextGen logo is used alone, the U.S. Fund for UNICEF children first logo must appear nearby. (For example: in printed pieces, the NextGen stand-alone and U .S . Fund for UNICEF children first logo must appear on same page) .

The stand-alone logo can be reproduced in USF Blue (100% cyan), black and knocked out of an image or background in white with USF Blue .

Preferred stand-alone logo

Alternate stand-alone logo

Note: Black background only to indicate knockout . Black is not part of logo lockup .


Logo Positioning

Surrounding the NextGen logo with ample clear space ensures the logo is easily identifiable and legible .

Clear space is the minimum “breathing room” required around the logo . To calculate the minimum distance between the logo and adjacent text, graphic elements, and edges of any document or web page, measure the height of the u in UNICEF . The height of the u determines the width of the clear space “band” required around the logo .


Logo Correct Usage

To preserve brand integrity, logos must appear consistently in all uses . The logo must be clearly recognizable, used properly, and never altered .

Consider the logo version (color) and the background it is placed on to provide the best legibility .

. . . use old versions of logo . . . change color

. . . distort . . . crop . . . tint . . . change fonts

UNITED STATES FUND

. . . frame . . . pattern . . . add shadows or special effects of any kind

. . . create a box under logo

New York Office

. . . add type . . . rotate . . . alter or rearrange

Correct usage of logo

Do not . . .

. . . use at low resolutions

. . . place vertically


Logo Usage on Backgrounds and Images

n��High contrast backgrounds optimize legibility to ensure recognition .

n��Avoid placing the logo on complicated imagery .

n��When pairing logo with backgrounds, ask yourself: “Is the type legible?” “Does the background compete with the logo?”

When in doubt contact [email protected] .

Correct Usage Inorrect Usage


Logo Image Catalog

Please discard any logos acquired before November 1, 2015. Use logos located on FindIt.

Need a logo or lockup not available here? Email [email protected]

The logos below are available as eps, jpeg and png files, in full-color, black and white . The below name labels (in pink) indicate the prefix of each logo version’s file name . The prefix is followed by the color and file type .

It is important to supply all external vendors and partners with correct logos and instructions on lockup and usage .

n��Logos shown here at 100% (preferred size for use) .

n��All eps and png logos are CMYK (for print) and all jpeg logos are RGB (for digital) .

n��Jpeg logos should never be enlarged . Eps logos can be sized up or down .

n��Eps logos are vector files in CMYK color mode, enabling professional printers to reproduce the graphic at any size without degradation . An eps image may not be viewable on your computer and is not for use online or in Microsoft Office files .

n��Png logos are in RGB color mode with a transparent background, appropriate for use in digital content like email and web stories .

USF15_CF_NextGen USF15_NextGen USF15_NextGenSolo

TYPOGRAPHY


Our Fonts

Sentinel Georgia

Classic Traditional Decorative

UniversArial

Clean Iconic

Readable

Our typography not only helps ensure that our materials are recognized as NextGen communications, it also helps create a distinct visual identity . The two primary NextGen typefaces are Univers (sans-serif) and Sentinel (serif) .

Where Univers and Sentinel are unavailable, use Arial (sans-serif) and Georgia (serif) . Do not replace NextGen brand fonts with any other fonts from your desktop.

NOTE For Web version of these fonts, go to Typography .com for Sentinel and Fonts .com for Univers .

Preferred Fonts

Alternate Fonts


Our Fonts Univers

Univers Light is preferred text weight and Univers Black is preferred headline weight . Avoid using Univers Light Condensed except where needed for fit .

If Univers is not available, use Arial .

UNIVERS 45 LIGHTABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz0123456789

UNIVERS 45 LIGHT OBLIQUEABCDEFGHIJKLMNOPQRSTUVWXYZ


UNIVERS 47 LIGHT CONDENSEDABCDEFGHIJKLMNOPQRSTUVWXYZ


UNIVERS 75 BLACKABCDEFGHIJKLMNOPQRSTUVWXYZ


UNIVERS 65 BOLDABCDEFGHIJKLMNOPQRSTUVWXYZ


UNIVERS 55 ROMANABCDEFGHIJKLMNOPQRSTUVWXYZ


UNIVERS 55 ROMAN OBLIQUEABCDEFGHIJKLMNOPQRSTUVWXYZ



Our Fonts Sentinel

Sentinel Book is preferred text weight and Sentinel Black is preferred headline weight .

Where Sentinel is not available use Georgia .

SENTINEL BOOK ITALICABCDEFGHIJKLMNOPQRSTUVWXYZ


SENTINEL LIGHTABCDEFGHIJKLMNOPQRSTUVWXYZ


SENTINEL LIGHT ITALICABCDEFGHIJKLMNOPQRSTUVWXYZ


SENTINEL BLACKABCDEFGHIJKLMNOPQRSTUVWXYZ


SENTINEL BOLDABCDEFGHIJKLMNOPQRSTUVWXYZ


SENTINEL MEDIUMABCDEFGHIJKLMNOPQRSTUVWXYZ


SENTINEL BOOKABCDEFGHIJKLMNOPQRSTUVWXYZ



Our Fonts Web

As the web (html) relies on client text rendering, we can never know if a certain typeface, or font, is available in a particular user’s system . There are, however, a set of fonts known to exist on most clients’ systems . Among those are Arial, Verdana, Georgia and Times . To prevent this substitution wherever possible, we use web fonts on our sites to properly reflect our brand and Univers and Sentinel appear in most cases .

Cascading Style Sheets (CSS) support specifying a list in prioritized order of typefaces to use . This enables us to broaden the list of fonts used to closely simulate our NextGen fonts . For example, if our preferred web fonts are not available, the closest sans-serif or serif font will be replaced .

Online typeface table (showing preferential order on CSS)Headings: Sentinel, Georgia, serifText: Univers, Arial, sans-serifMonospace: monospace


Typography Examples Sans-Serif

Below are some examples of our most commonly used sans-serif type treatments along with specs .

HeadlineSansSubhedline can be in one but never more than two lines .

P iagnimu sdant, aspelit atiistrum fugia verit fugia ntius, exceped ut quisin porehentur . Soluptasimo beaqua turis exerum, vite non cus que venist laccatem rempor modi

nonem ne molum renis si cumnihil laborep rempore ptatiss itinusciis ver harum, unt at que venitium und dolupta tetur accat .

HeadH2 SansNis et audigeni cusda voluptatur . Agniet ets vitiorerati und dolupta tetur, odit quunt hil incto etur? Eptae ea nistion nobitat quisim earum velis quid quis sam exceped igentia cor aut fugit pratur re molorum quatus estias conserite tiandunt acipsus archit et voluptatiata dus quam ius aster dellate ndenis dolo coreped qui dolupic iissequ atisitate sume sam haria quas est, sequati oreium vole ugit pratur ne .

SUBHED H6 STYLE Pid magnimu sdant, aspelit atiistrum fugia verit fugiantius, exceped ut quisin porehentur . Soluptasimo beaqua turis exerum, vite non cus que venist laccatem rempor modi nonem ne renis si cumnihil laborep rempore ptatiss itinusciis ver harum, unt at que venitium accat .

Nis et audigeni cusda voluptatur Agniet vitiorerati und dolupta tetur, odit quunt hil incto etur? Eptae ea nistion nobitat quisim

Head H3 SansNis et audigeni cusda voluptatur Agniet vitiorerati und dolupta tetur, odit quunt hil incto etur?

n Eptae ea nistion nobitat quisim earum velis quid quis sam exceped igentia cor aut fugit pratur re molorum quatus estias conserite tiandunt .

n Ecipsus archit et voluptatiata dus quam ius aster dellate ndenis dolo coreped qui dolupic iissequ atisitate sume sam haria est, sequati oreium vole ugit pratur ne molum renis si .

SdbrH1 SerifNis et audigeni cusda voluptatur Agniet vitiorerati und dolupta tetur, odit quunt hil incto etur?

n Ecipsus archit et voluptatiata dus quam ius aster dellate ndenis dolo coreped.

n Ecipsus archit et voluptatiata dus quam unicefusa.org/link

USF H1: Univers Bold 36/36 pt

USF H3: Univers Light Condensed 18/18 pt

USF Bullet: Zapf Dingbat 9.5 pt

Line space between bullet points

USF Sidebar H1: Univers Bold 18/17 pt

USF Sidebar text: Univers Roman 8/10 pt

Bullet: 8 pt Zapf Dingbat

Weblink: 9 pt Univers Bold

USF H2: Univers Bold 28/28 pt

NOTES

Ideal text block of sans serif type set in univers light 9/12 pt .; font-size: 9px; line-height: 11px .

First line paragraph indent: p9 . Never indent first paragraph .

Flush left, rag right text . Ideal rag has a short, long, short, long balance .

Do not use justified text .

Avoid hyphenating words . Never break UNICEF or other proper names .

USF Subhead: Univers Light 17/18 pt

USF Text/drop cap: Univers Light with Univers Bold drop cap 9/12 pt

USF Text: Univers Light 9/12 pt


Typography Examples Serif

Below are some examples of our most commonly used serif type treatments along with specs .

HeadlineSerifSubhedline can be in one but never more than two lines.

P iagnimu sdant, aspelit atiistrum fugia verit fugia ntius, exceped ut quisin porehentur. Soluptasimo beaqua turis exerum, vite non cus que venist laccatem rempor modi

nonem ne molum renis si cumnihil laborep rempore ptatiss itinusciis ver harum, unt at que venitium und dolupta tetur accat.

HeadH2 SerifNis et audigeni cusda voluptatur. Agniet ets vitiorerati und dolupta tetur, odit quunt hil incto etur? Eptae ea nistion nobitat quisim earum velis quid quis sam exceped igentia cor aut fugit pratur re molorum quatus estias conserite tiandunt acipsus archit et voluptatiata dus quam ius aster dellate ndenis dolo coreped qui dolupic iissequ atisitate sume sam haria quas est, sequati oreium vole ugit pratur ne.

Subhed H6 Style Pid magnimu sdant, aspelit atiistrum fugia verit fugiantius, exceped ut quisin porehentur. Soluptasimo beaqua turis exerum, vite non cus que venist laccatem rempor modi nonem ne renis si cumnihil laborep rempore ptatiss itinusciis ver harum, unt at que venitium accat.

Nis et audigeni cusda voluptatur Agniet vitiorerati und dolupta tetur, odit quunt hil incto etur? Eptae ea nistion nobitat quisim earum velis quid quis sam exceped igentia cor aut fugit pratur re vole ugit pratur ne molum renis si.

Head H3 SerifNis et audigeni cusda voluptatur Agniet vitiorerati und dolupta tetur, odit quunt hil incto etur?

n Eptae ea nistion nobitat quisim earum velis quid quis sam exceped igentia cor aut fugit pratur re molorum quatus estias conserite tiandunt .

n Ecipsus archit et voluptatiata dus quam ius aster dellate ndenis dolo coreped qui dolupic iissequ atisitate sume sam haria est, sequati oreium vole ugit pratur ne molum renis si.

SdbrH1 SerifNis et audigeni cusda voluptatur. Agniet ets vitiorerati und dolupta tetur, odit quunt hil incto etur? Eptae ea nistion nobitat quisim earum velis quid quis sam exceped

n Ecipsus archit et voluptatiata dus quam ius aster dellate ndenis dolo coreped.

n Ecipsus archit et voluptatiata dus quam unicefusa.org/link

USF H1: Sentinel Bold 36/33 pt

USF H3: Sentinel Light Italic 18/18 pt

USF Bullet: Zapf Dingbat 9.5 pt

Line space between bullet points

USF Sidebar H1: Sentinel Bold 18/17 pt

USF Sidebar text: Sentinel Bold 8/10 pt

Bullet: 8 pt Zapf Dingbat

Weblink: 9 pt Univers Bold

USF H2: Sentinel Bold 28/28 pt

USF Subhead: Sentinel Light 18/18 pt

USF Text/drop cap: Sentinel Light with Sentinel Black drop cap 9.5/12 pt

USF Text: Sentinel Light 9.5/12 pt

NOTES

Ideal text block of serif type set in Sentinel Light 9 .5/12 pt .; font-size: 9 .5px; line-height: 12px

First line paragraph indent: p9 . Never indent first paragraph .

Flush left, rag right text . Ideal rag has a short, long, short, long balance .

Do not use justified text .

Avoid hyphenating words . Never break UNICEF or other proper names .


Our ColorsThe primary color for NextGen branding is, like UNICEF’s own signature color, cyan — but around here we call it USF Blue . It should be used in all communications and is our visual link to the United Nations . The below core palette is provided for use in conjunction with USF Blue .

Note: Please use regular black (CMYK 0/0/0/100), not USF Black for all text smaller than 14 points . Use reverse type (light tones or white) sparingly as it is hard to read .

CORE PALETTE

USF Blue

Pantone Process Cyan

CMYK 100 0 0 0

RGB 0 159 223

Hex #009FDF

USF Gray -Medium

Cool Gray

CMYK 23 16 13 46

RGB 121 125 131

Hex #797D83

White

CMYK: 0 0 0 0

RGB: 255 255 255

Hex: #FFFFFF

USF Black

Rich Black

CMYK 67 44 67 95

RGB 0 7 0

Hex #000600


Our ColorsThe extended palette is provided for use in conjunction with USF Blue and core palette . These accent colors should be used sparingly and never take precedence over USF Blue .

The complete NextGen palette includes custom variations of core palette .

USF Blue


CMYK 100 0 0 0

RGB 0 159 223

Hex #009FDF

USF Gray -Dark

CMYK 30 22 17 57

RGB 95 99 105

Hex #5F6369

USF Gray -Light

CMYK 3 3 6 7

RGB 227 225 220

Hex #E4E1DC

USF Yellow

Pantone 123 C

CMYK 0 19 89 0

RGB 255 199 44

Hex #FFC72C

USF Orange

Pantone 158 CP

CMYK 0 62 95 0

RGB: 232 119 34

Hex #E87722

USF Green

Pantone 375 CP

CMYK 40 0 90 0

RGB 151 215 0

Hex #91D700

USF Red

Pantone 485 CP

CMYK 0 95 100 0

RGB 218 41 28

Hex #DA291C

USF Blue -10%

CMYK: 10 0 0 0

RGB: 225 244 253

Hex: #E1F4FD

USF Blue -30%

CMYK: 30 0 0 0

RGB: 171 225 250

Hex: #ABE1FA

USF Blue -60%

CMYK: 60 0 0 0

RGB: 68 200 245

Hex: #44C8F5

USF Blue +40%

CMYK: 100 0 0 40

RGB: 0 118 163

Hex: #0076A3

USF Blue +60%

CMYK: 100 0 0 60

RGB: 0 91 127

Hex: #00567F

USF Blue Dark

CMYK: 100 10 0 75

RGB: 0 62 94

Hex: #003E5E


USF Blue -10%

CMYK: 10 0 0 0

RGB: 225 244 253

Hex: #E1F4FD

USF Blue -30%

CMYK: 30 0 0 0

RGB: 171 225 250

Hex: #ABE1FA

USF Blue -60%

CMYK: 60 0 0 0

RGB: 68 200 245

Hex: #44C8F5

USF Blue


CMYK: 100 0 0 0

RGB: 0 159 223

Hex: #009FDF

USF Blue +40%

CMYK: 100 0 0 40

RGB: 0 118 163

Hex: #0076A3

USF Blue +60%

CMYK: 100 0 0 60

RGB: 0 91 127

Hex: #00567F

USF Blue Dark

CMYK: 100 10 0 75

RGB: 0 62 94

Hex: #003E5E

White

CMYK: 0 0 0 0

RGB: 255 255 255

Hex: #FFFFFF

USF Yellow

Pantone 123 C

CMYK 0 19 89 0

RGB 255 199 44

Hex #FFC72C

USF Orange

Pantone 158 CP

CMYK 0 62 95 0

RGB: 232 119 34

Hex #E87722

USF Red

Pantone 485 CP

CMYK 0 95 100 0

RGB 218 41 28

Hex #DA291C

USF Green

Pantone 375 CP

CMYK 40 0 90 0

RGB 151 215 0

Hex #91D700

USF Gray -Light

CMYK 3 3 6 7

RGB 227 225 220

Hex #E4E1DC

USF Gray -Medium

Cool Gray

CMYK 23 16 13 46

RGB 121 125 131

Hex #797D83

USF Gray -Dark

CMYK 30 22 17 57

RGB 95 99 105

Hex #5F6369

USF Black

Rich Black

CMYK 67 44 67 95

RGB 0 7 0

Hex #000600

Our ColorsBelow is the complete NextGen color palette . Colors should all be used at 100% of color (no tints or percentages of colors) . Besides our preferred white, optimal background colors are USF Blue-10% and USF Gray-Light .

Do not use default colors from software programs to add color to your work. Please use only these specific colors, If more colors are needed, use additional tints of the below color palette .

PHOTOGRAPHY


Our Photography Our Personality

Knowing and understanding our brand personality traits and how to apply them to our photographic art direction is what separates our work from others . By applying these seven basic personality traits (Modern, Expert, Transparent, Efficient, Influential, Undeterred, Compassionate) to our creative direction, we’ll succeed in defining and supporting the UNICEF brand .


Our Photography Guidelines

n��With the exception of photos used as illustration and some news photography, all photos should include a caption that tells the reader the name of the child,* location and what he or she is doing in the photograph . Rewrite the caption information supplied with the photograph to match the style of the rest of your communication .

n��Photos should convey the dignity and personality of those portrayed in them . Avoid using photographs that show women and children as hopeless or as passive victims . The images we use convey a spirit of respect and optimism that reflects our core vision, mission and values .

n��Be true to the context of the photograph . Do not manipulate, remove, add or alter subjects . Care should be taken when cropping images . Retouching and flopping images is not permitted .

n��UNICEF photos are reserved for the exclusive use of UNICEF staff and partners . They are not to be used for commercial purposes .

n��For internal and external distribution, use a release form and include copyright, photo credit and information on restrictions .

* With the exception of children who are victims of exploitation and abuse or are living with HIV . In these cases, UNICEF protects the identity of the child by changing the name and by not revealing the face in photographs .

This is dummy text for a photo caption. The text can be black or knock out of photo to white. Captions should not be too long.

NOTE We are always looking for new evocative and effective photographs . Please share any UNICEF or U . S . Fund accredited photos you might come across with colleagues in marketing and communications (#design@unicefusa .org) .

© U

NIC

EF/

NY

HQ

2010

-033

6/N

OO

RA

NI


Our Photography Guidelines

Sometimes there are subtle differences between a proper “UNICEF” image and an improper image . All the elements of lighting, styling, and location can be correct, but if the interaction between people or realness is missing it can result in an off-brand photo . The following demonstrate more subtle examples of what to avoid .

n Too busy . Hard to see overall message .

n Too blurry . Keep subjects in focus .

n Composition is overly complex and lacks an emotional connection .

n Overly sterile . Lacking realness and warmth .

n Do not show other organizations .

n Do not show what we do not support (smoking, abuse, etc .)

n Never use black bands or pixelation of faces to protect identities .

n Environment too dark and moody .


Our Photography Cropping Images

The way an image is cropped can create impact, tell a different story than the full frame image, and allow for flexibility in size and shape of image box or media . Below are examples of the same image, cropped in a variety of ways, to reflect a variety of sizes while telling the same story .

Image shown at full frame, no crop .


Our Photography Photo Credits

UNICEF images should be credited no matter what the publication format . Follow example guidelines below .

© UNICEF/UKLA2013-02380/LOVELL

© U

NIC

EF/

BA

NA

2014

-003

14/H

AQ

UE

© U

NIC

EF/N

YH

Q0000-0000/C

RE

DIT

© U

NIC

EF/

NY

HQ

0000

-000

0/C

RE

DIT

© U

NIC

EF/

NY

HQ

0000

-000

0/C

RE

DIT

© U

NIC

EF/

NY

HQ

0000

-000

0/C

RE

DIT

© U

NIC

EF/

NY

HQ

0000

-000

0/C

RE

DIT

© U

NIC

EF/

NY

HQ

0000

-000

0/C

RE

DIT

© U

NIC

EF/

NY

HQ

2013

-026

9/D

ICK

O

Preferred method

Text reading up, at right of photo . Baseline of text 4 points from photo, aligning to bottom of photo .

FORMAT FOR PHOTO CREDITS

UNICEF HQ photos: © UNICEF/HQXX-XXXX/LastName

UNICEF Field Office photos: © UNICEF/Country/RefNumber/LastName

UNICEF Field Office photos, if neither reference or photographer is known: © UNICEF/Country/Year

U .S . Fund photos: © U .S . Fund for UNICEF/Year/LastName

UNICEF photos, if no information is known: © UNICEF

TYPE SPEC FOR PHOTO CREDITS

Credits should be set in Univers Roman, 5 .5 pt, all caps, flush right . No tracking on text . Preferred color of text is USF dark gray . Black and white text can be used as well, as needed .

Credits can also be listed at the end of a publication, in paragraph form, as follows: PHOTO CREDITS: Front Cover, clockwise from top left: ©UNICEF/BANA2014-00626/Mawa; ©UNICEF/NYHQ2014-0854/Khuzaie; ©UNICEF/UNI163823/Pirozzi; Page 2–3: ©UNICEF/UGDA2013-00462/Nakibuuk Page 4: ©UNICEF/BANA2014-00476/Mawa; Page 6: ©UNICEF/ETHA2014-00246/Ose; Page 10: ©UNICEF/NYHQ2012-1412/Sokol; Page 14–15: ©UNICEF/NYHQ2014-1104/Khuzaie; Back Cover: ©UNICEF/UKLA2014-1681/Matas

When image bleeds all sides

Text reading up, at right of photo . Text is 4 points inside right and bottom of photo .

Alternate method, as necessary

Text below photo, aligning to right edge and 4 points from bottom of photo .

DO NOT run text reading down photo .

Do not style credit with colored text .

DO NOT position credit too far away or close to photo . Keep to 4 point distance .

DO NOT style credit in any other font but Univers (or Arial) .

DO NOT style credit in too small or large a font size . See spec .


Our Photography Resources

The NextGen team has access to a wide variety of USF and UNICEF photos, which include NextGen-specific photos . Unless otherwise noted, we have releases on all of these photographs and we own them . If you are in need of imagery, please send your request directly to [email protected].

DESIGN ELEMENTS


Design ElementsDesign can mean the difference between whether your communication gets read or discarded . We strive to make every piece special and hope that there is a standard of quality tying each piece together . To that end, we utilize similar design elements which help give our collateral its look and feel . All of these art elements can be found in the NextGen Brand Book zip file .

Diagonal Hatch Marks

Another dividing element, these can be employed as headers, dividing vertically or horizontally .

Type elements

Large pull quotes can be used to drmatically illustrate a point .

Dashed Rule

Rules can be used to separate elements and act to help elements stand out . Rules can run either vertically or horizontally .

Spec for Rule: .75 pt . USF GRAY-MED, dashed (3 and 2) rule

Social Media Box

The below graphic element can be used to help spread the word via social media . Your own text can be used, or you can use this graphic . Please include appropriate social media icons with your message .

Sample of large text for display use sparingly


Tekanes etu cum nobit ut

volorro deriore pore rspero

Tekanes etu cum nobit ut

volorro deriore pore rspero

Teardrop

The teardrop element can be used as a graphic element or to be used as a headline, quote, factoid or slug to illustrate or emphasize a point .

Sign the Pledge

Design ElementsDesign can mean the difference between whether your communication gets read or discarded . We strive to make every piece special and hope that there is a standard of quality tying each piece together . To that end, we utilize similar design elements which help give our collateral its look and feel . All of these art elements can be found in the NextGen Brand Book zip file.

Notched Panel

This notched background element can be used to make a side element stand out or help differentiate content within a page .


¼

¼

1⁄8

1⁄8

GRID SYSTEM

NOTE: thicker stroke for smaller icons

GRID SYSTEM MOTHER AND CHILD MISC. OPVWATER PUMP

VOLUNTEER UNICEF TRUCKNOTEBOOK

BASIC FAMILY WATER KITS

FIRST AID KITS COATS ANTI-MALARIAL BED NETSSCHOOL IN A BOXAMBULANCE

MILK & COOKIES TETANUS IMMUNIZATION KIDS IN NEED OF DESKSNOTEBOOKS & PENCILSEMERGENCY TENT

BOTTLED WATER

TOYS FOR KIDS ICON INTERNET/WIFIIDEAS

SCHOOL KITS MOTHER AND CHILD TECH/ITBLANK HEXAGON / WITH STROKEBLANK HEXAGON / NO STROKE

DONATIONS COMPUTER/LAPTOP

SMARTPHONE HEARTGLASS/WATERCLOCK/TIME

FIRST AID

¼

¼

1⁄8

1⁄8

GRID SYSTEM







BOTTLED WATER





FIRST AID

¼

¼

1⁄8

1⁄8

GRID SYSTEM







BOTTLED WATER





FIRST AID

¼

¼

1⁄8

1⁄8

GRID SYSTEM







BOTTLED WATER





FIRST AID

¼

¼

1⁄8

1⁄8

GRID SYSTEM







BOTTLED WATER





FIRST AID

USF IconsThe artwork on this page is a sampling of the iconic art available to represent various needs and issues covered by UNICEF .

All of these art elements can be found in the NextGen Brand Book zip file.

USF Icons

These icons symbolize the various programmatic areas UNICEF work in and illustrate a variety of other aspects UNICEF cover .

These icons are all found on FindIt. If unique versions of these icons are needed, you need an icon that suits your needs, or if you are having trouble with file type on FindIt, please email [email protected] for further assistance .

PRESENTATIONS


Presentations Guidelines

Following are some guidelines on how to use the elements of the USF brand to create presentations in Microsoft PowerPoint . All presentations should begin with the USF Powerpoint template that is included in the NextGen Brand Book zip file . Please discard any template acquired before October 15, 2015 and use most recent template, shown in this visual reference.

n�� Use only the fonts Arial and Georgia in bold and regular weights . (Please use minimal use of Georgia — serif font . Arial should be used in all charts and graphics .)

n�� Charts and diagrams should be simple, clear and uncomplicated . Three-dimensional effects and animation should be avoided wherever possible . The complete main color palette can be used; however, keep the number of colors appearing on any one slide to a minimum .

n�� The use of photography to enhance or complement a message is encouraged . However, photo imagery should be kept to a minimum and used to communicate, not decorate .

n�� Remember that key points can be type-only slides or type and image slides . Pacing is important, so after a text-heavy section, a slide of color background with one sentence or an image slide with one sentence can be used to create a moment of rest . It is important that the text be kept simple and to a minimum .


USF_TITLEPAGE

Related imagery will assist in making your opening slide appealing for your audience as they wait for presentation to begin .

USF_FACTOID

Factoids with (or without) related imagery will help act as discussion point slides and allow related facts of interest to be highlighted in presentation, adding interest .

USF_SECTIONBREAK

Clearly defined section breaks help make transitions to new sections easy to spot and act as good break point slides .

USF_TEXTSANS_A

Tables help to break down information into absorbable bits of data . It is important to keep this data legible for audience, so remember not to overwhelm wiht too much information on a page .

USF_TEXTSERIF_A

Most pages in a presentation will follow the basic text only or text/image master template . Be sure to keep text minimal so font size remains large (and readable) and points are spread across a series of slides, rather than crammed in one slide . Brief text will hold viewer’s interest .

USF_TEXTSANS_A

Pie chart data can be brought in from programs such as Excel and quickly presented in a clear, easy-to-read USF style .

Presentations Template Pages

Following are some sample pages from the USF PowerPoint template . These pages should be used as a starting point for all presentations . The USF color palette and typography in PowerPoint template should be followed .

SOCIAL MEDIA


Social Media Guidelines

Following are some guidelines to help raise awareness of NextGen’s work on social media channels . More specific toolkits for individual campaigns are available by emailing [email protected].

HASHTAG

#childrenfirst

UNICEF USA TWITTER ACCOUNT

http://www .twitter .com/UNICEFNextGen

UNICEF USA FACEBOOK PAGE

http://www .facebook .com/unicefnextgen

UNICEF USA INSTAGRAM ACCOUNT

http://instagram .com/unicefnextgen/

POST & PHOTO IDEAS

n��Tell your followers about NextGen’s latest fundraising projectn��Take a #UNICelfie in your UNICEF T-shirtn��Key facts from NextGen presentationsn��Insightful quotes or news coverage about child survival issues

SAMPLE MESSAGING — TWITTER

n��Proud to put #childrenfirst! Follow @UNICEFNextGen to learn how we can help save even more lives!

n��8 Photos, 8 Things You Never Knew — About How UNICEF Saves Lives: http://bit .ly/1NXv92Z via @UNICEFNextGen #childrenfirst

n��Get involved with @UNICEFNextGen! Become a member, start a fundraiser, join an upcoming event and put #childrenfirst: http://bit .ly/1Q3kXWW

TIP: You can always retweet @UNICEFUSA content

SAMPLE MESSAGING — FACEBOOK

So proud to support @UNICEF’s Next Generation and put #childrenfirst! Here are a few things you may not have known about how UNICEF saves children’s lives around the world: http://bit .ly/1P1n78p


TwitterFacebook Instagram

Social Icons to Use

Social Media Facebook, Twitter & Instagram

For our regular posts across all social media we like to use engaging photos of children and our workers . For the majority of posts we like to have the images to only have the photo credits on them, while keeping all messaging, links, and hashtags within the text portion of the post .


Social Media Shareables for Campaigns & Emergencies

For our unique posts (usually around our campaigns) we will often apply a graphic or typographic treatments in conjunction with photos so as to distinguish them form our regular posts, and to unify them under the campaign they are supporting .

NEXTGEN BRAND BOOK 2015 - UNICEF USA 2015BrandBook_12... · 2 UNICEF NEXT GENERATION Brand Book...

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