WFP Branding Guidance_2012 - low resolution - WFP Remote ...

August 2013WFP brandingguidAnce

cOnTenTSSummary page 3Logo page 4Tag line page 9Self-identifier page 10Colour page 11Typography page 13Examples of use page 14Publications page 15Website branding page 21Stationery page 22Email signature page 26Business card and page 27compliments slipVisibility items page 28Flags and stickers page 29Banners and signs page 30Internal logos page 312

WFP BRAnding guidAnceSuMMARYThese guidelines provide essential informationon applying WFP’s branding standards for allaudiences, with particular respect to logo,colour, typeface, tag line, a self-identifierstatement, and publication design. Theseguidelines are aimed at strengthening WFP’sbrand presence and ensuring that WFP’simage is presented with greater consistencyglobally.The major elements are:2. Creation of a WFP tag line ‘Fighting HungerWorldwide’ for strength and coherence ofagency-wide messaging.3. A self-identifying statement to be usedwhen describing the agency’s unique role:‘WFP is the world's largest humanitarianagency, fighting hunger worldwide’.Please apply these branding guidelines in bothinternal and external contexts.1. WFP logo now incorporates ‘wfp.org’ toreinforce the importance of our website asa critical communications platform.WFP staff can download the logos from the logo collection page on WFPgohttp://go.wfp.org/web/wfpgo/logocollection3

WFP BRAnding guidAnceWFP logo — eMBleM versionThe emblem version is best used inofficial documents, as a signature, andwhen space is limited. This versionis recommended for its simplicityand conciseness.WFP logo — eXTended versionThe extended version is preferable incases where space is available such asweb pages and cover pages of corporatepublications.WFP logo — STAndARd versionThe standard version combines visualcompactness and thoroughness incommunicating all elements of the brand.It is best used when time for registeringthe message is short, such as inadvertising, outdoor posters andpromotional materials.4

WFP BRAnding guidAnceWFP logo — WFP official language versionsThe French, Spanish and Arabic configurations of the WFP logo are defined below. The abbreviation “WFP” remainsunchanged in English. The web address beneath the emblem promotes the different language versions of WFP’s website.eMBleM eXTended STAndARdOther language versions — For logo needs in other languages, please consult with theGraphic Design and Publishing Unit (wfp.publications@wfp.org)6

WFP BRAnding guidAnceWFP logo — incorrect logoWrong colour of logoWrong balancing of elementsWFP’s logo is an image file. The logoshould not be distorted or customized bymodifying the colour, shape or typeface.WFP staff can download logo files fromthe Logo Collection section on WFPgohttp://go.wfp.org/web/wfpgo/logocollectionParticular attention should be paid to thebackground against which the logo is setby using a neutral or compactbackground to maximise visual impact.Do not use former versions of the logosuch as those which may incorporatethe UN name or other text. Formerversions of the logo are recognisableby the absence of WFP’s URL.Wrong density of backgroundWrong wording - “United Nations” is not part of WFP’s brandUnited NationsWrong choice of backgroundWrong use of sub-brandsWrong logo - old versionWrong use of typefaceWFPwfp.orgWorld FoodProgramme8

WFP BRAnding guidAnceSelf-identifierWhen communicating in speeches,presentations and news releases, WFPstaff can use this self-identifyingstatement to convey a fuller sense ofWFP’s mission.The statement should be translated intothe relevant language.“WFP is the world’s largesthumanitarian agency,fighting hunger worldwide.”“Le PAM est la plus grandeagence humanitaire pour la lutte contrela faim dans le monde.”“El PMA es la mayor agenciade asistencia humanitaria, que luchacontra el hambre en el mundo.”10

WFP BRAnding guidAnceWFP colourscorporate colour definitionWFP bLUEPantone 3005WFP bLUEFull color separationPantone 3005 was chosen onaccount of its strength, itsbrightness and its versatility.PRinTc 100.0M 30.5Y 0.0K 6.0Always refer tointernational Pantonestandards.WeB, VideO AndPReSenTATiOnSWFP bLUERgB separationR 0g 136B 255WFP bLUEHeX websafe0088FFcolour palettePANTONE 296PANTONE 561PANTONE 384PANTONE 506PANTONE 470PANTONE 410PANTONE 444This range of colours is availableto complement the WFP blue inWFP communication materials.Drawing from this palette ensuresbranding consistency.100%80%60%100%80%60%100%80%60%100%80%60%100%80%60%100%80%60%100%80%60%Note that these colours should notbe applied to the WFP logo.40%20%40%20%40%20%40%20%40%20%40%20%40%20%11

WFP BRAnding guidAnceWFP colourscolour palette breakdowns - cMYK and RgBBelow are the colour breakdowns for the palette of corporatecolours. These should be used where it is not possible toreproduce the Pantone specific colour. The CMYK values arerelevant for where litho print output is limited to four colours only(CMYK). The RGB values are useful for on screen applications.Pantone 3005 Pantone 296 Pantone 561 Pantone 384 Pantone 506 Pantone 470 Pantone 410 Pantone 444C 100M 30.5Y 0K 6C 100M 46Y 0K 70C 85M 0Y 54K 52C 18M 0Y 100K 31C 45M 100Y 100K 15C 0M 58Y 100K 33C 0M 18Y 21K 56C 15M 0Y 15K 42R 0G 136B 255R 0G 45B 86R 0G 104B 88R 159G 166B 23R 138G 37B 41R 176G 96B 16R 136G 116B 106R 139G 155B 14612

WFP BRAnding guidAnceTypefaceTwo typefaces are available to ensurethe identity of WFP communications,especially for external use:verdana, sharp and modern,and georgia, light and elegant.These typefaces are well knownand easily accessible.Verdanaabcdefghijklmnopqrstuvwxyz@0123456789ABcdeFgHijKlMnOPqRSTuVWXYzabcdefghijklmnopqrstuvwxyz@0123456789abcdEFghiJkLmnOPqrSTUVWxyzabcdefghijklmnopqrstuvwxyz@0123456789ABCDEFGHIjKLMNoPqRSTUVWxYzabcdefghijklmnopqrstuvwxyz@0123456789AbCdEFgHijkLmnopqrSTuvWxyzGeorgiaabcdefghijklmnopqrstuvwxyz@0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz @0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz@0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz@0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZcharts and tablesNumbers in charts and tablesshould be set in Verdana.Verdana2005 DATADevelop- Relief SO Bilaterals TotalmentGRAND TOTAL 258 884 2 282 892 196 724 23 2 892 40SUB-SAHARAN AFRICAAngola - 43 986 6 793 -2 50 777Benin 2 124 942 - - 3 067Burkina Faso 2 766 833 - 100 3 699Burundi - 37 603 1 096 2 119 40 818Cameroon 1 050 951 - - 2 001Georgia2005 DATADevelop- Relief SO Bilaterals TotalmentGRAND TOTAL 258 884 2 282 892 196 724 23 2 892 40SUB-SAHARAN AFRICAAngola - 43 986 6 793 -2 50 777Benin 2 124 942 - - 3 067Burkina Faso 2 766 833 - 100 3 699Burundi - 37 603 1 096 2 119 40 818Cameroon 1 050 951 - - 2 00113

WFP BRAnding guidAnceeXAMPleS OF uSecontent TipsLeaving your audience with a positiveimpression isn't just about looks. It's alsoabout content. To make the best statement,remember:1. Don't overload your page with text:when conferring information, less is more.Share only the most important facts anddon't be afraid of "white space".2. Keep your text as simple and clear aspossible. Use active voice ("WFP developedthe plan"), not passive poice ("The planwas developed by WFP").3. Avoid long, complicated sentences withclauses. Write as if you're explaining theissue to your mother or father.4. Minimize jargon. Not everyone will befamiliar with MDGs, HEBs, PPRos or IDPs— and they shouldn't need to in orderto understand your message.5. Use the British style of spelling andpunctuation.6. When in doubt about how to presentsomething, defer to WFP's Style Guide onWFPgo athttp://home.wfp.org/manuals/StyleGuideManual/manual.asp14

WFP BRAnding guidAnceWFP publications — cover page overview1/14 max width of pageThe design features of WFP’s publicationspromote maximum recognition and legibilitythrough three recurring cover elements:WFp logoThe logo is placed on a white background at thebase of the cover page.Tag line in vertical blue stripeThe tag line is included on the vertical stripe onthe left-hand side of the cover whenever possibleand can appear at the top or the bottom tobalance the title and complement photos. onpublication covers, the tag line will be in Georgiaitalic 13 pt in white on the blue background.Title on horizontal blue stripeThe title text in white is placed within a leftaligned,blue horizontal box with a transparencyeffect. The box will be placed in the best positionto integrate with the cover image.Blue vertical stripe: WFP blueIt is good practice to keep titles to one line only.Blue box (C:100-M:20-Y:0-K:0): 70% transparencyThe title will be in the foreground in thehorizontal blue banner. The length of the bannerdepends on the length of the title.The same layout can be applied to posters,leaflets, cards etc.1/7max widthof page1/7max widthof page x 1,515Extended logo

WFP BRAnding guidAnceWFP publications — cover page examplesOccasional Paper n° 23WFP and climate change: a Review of Ongoingexperience and Recommendations for ActionFighting Hunger WorldwideFighting Hunger WorldwideBlue box(C:100-M:20-Y:0-K:0):70% transparencydecember 2010Blue vertical stripe: WFP blueFighting hungerBlue box(C:100-M:20-Y:0-K:0):70% transparency16

1/14WFP BRAnding guidAnceWFP publications — example of bodytext pageAssisting theHumanitarian CommunityUNHRD 2012at a glance50humanitarian users300shipments worldwide60countries served17,000cubic metres of reliefgoods transportedTop 5 items dispatched in 20121. Mobile Storage Units2. Prefabricated offices/ accommodations3. Tents4. Medicines and medical supplies5. Blankets In 2012, the UNHRD Network managed over US$87million worth of non-food items on behalf of itspartners in five locations worldwide. With over 17,000cubic meters of relief goods dispatched through 300shipments to 60 countries, the value of the cargoprocured and logistics services provided tohumanitarian partners amounted to US$28 million.Key interventions in 2012 included emergencies inBurkina Faso, Mali, Mauritania and Niger, duringwhich UNHRD Ghana dispatched 26 consignments ofmedicines, supplementary food and shelter items inresponse to the Sahel crisis.UNHRD Dubai and Brindisi facilitated over 65shipments to support relief efforts in the Syrian crisis.In collaboration with the Government of Spain, anadditional strategic depot was established in LasPalmas to enhance emergency response in WesternBody text:Georgia: 11 ptLeading: 15 ptAfrica and the Americas. 1/14 max width of pageUNHRD also fostered partnerships to supportregional emergency preparedness. In Asia, UNHRDentered into an agreement with the Association ofSoutheast Asian Nations (ASEAN) in support of itsdisaster preparedness and response capacity. TheUNHRD’s facility in Subang, Malaysia is nowmanaging a designated stockpile of relief items forSoutheast Asia.Due to the challenges faced by hundreds of thousandsof Syrians in need of most basic requirements such asfood, shelter and urgent medical care, humanitarianassistance was critical. Moving supplies into a volatileand often unpredictable operating environment requiresa swift response and good planning. UNHRD Dubaiprovided both in 2012, ensuring dispatch of emergencyI n times of natural disaster and conflict, communitieseasily become displaced, isolated and left withoutproper access to food, water and shelter. A rapidresponse can save lives, and air transport is often theonly way to quickly move humanitarian supplies andpersonnel to where they are needed. Managed byWFP, the United Nations Humanitarian Air Service(UNHAS) provides efficient and reliable common airservices to the entire humanitarian community uponrequest of the UN Country Team.In 2012, UNHAS transported 353,365 passengers and1,958 mt of cargo for 1,297 humanitarianorganisations operating in Afghanistan, CentralAfrican Republic, Chad, Democratic Republic ofCongo, Ethiopia, Ivory Coast, Mauritania, Niger/Mali,Somalia/Kenya, South Sudan, Sudan and Yemen.Serving as the only humanitarian link to many remoteand insecure destinations around the world, UNHASused an average of 50 aircraft per month to provideaccess to vulnerable and fragile populations in morethan 270 destinations.stocks and supplies within less than 48 hours ofreceipt of requests. Being strategically located,UNHRD Dubai delivered a total volume of 7,400 cubicmeters of non-food items on behalf of 19 partners.Major users of the Dubai hub included the World HealthOrganisation (WHO). Responding to the health crisesthroughout Syria, WHO requested the dispatch of 150metric tons of vital shipments of emergency healthkits, trauma kits and surgical supply kits from theirstockpile in Dubai. Another major user of the DubaiUNHRD was IrishAid, who sent 180 metric tons ofblankets, tents, mattresses, kitchen sets, jerry cansand other goods for the Syrian people.Since the beginning of the Syria conflict in March2011, UNHRD Dubai has facilitated the delivery of46 shipments of relief items, with a total value ofUS$3.8 million.UNHAS 2012 at aglance12country operations1,297humanitarian organizationsserved1,958metric ton of cargotransported353,365humanitarian passengerstransportedAnyone who has flown in an UNHAS aircraft hasprobably noticed a few things. Airstrips are oftenfound in dusty or remote locations. Booking inadvance is essential because, most of the time, flights1/7 max width of page1/717

WFP BRAnding guidAnceWFP brochures — example of cover and text pagesFighting Hunger WorldwideWorking Togetherto Solve hunger18

WFP BRAnding guidAnceWFP publications — example of fact sheet• WFP is the world’s largest humanitarian agencyfighting hunger worldwide. Each year, on average,WFP feeds more than 90 million people in morethan 70 countries.• WFP is also the UN logistics lifeline, saving livesthrough fast, efficient and effective emergencyresponse. At any given time, WFP has 40 ships atsea, 60 aircraft in the sky and 5,000 trucks on theground, moving food and other assistance to whereit is needed most.• WFP has developed sophisticated early warningtechniques to assess the need for food and nutritionalsupport, meaning that its assistance is targeted to thepoorest and most malnourished people.• WFP is funded entirely by voluntary donations.In 2011, WFP raised almost US$3.8billion.• WFP is scaling up the use of cash and vouchers thatallow hungry people to purchase food themselves.Cash and vouchers are particularly useful where foodis available in the marketplace, but people lack theresources to buy it. The number of these projects hasincreased from five in 2008 to 51 in 2011, reaching4.4 million people. WFP is currently implementingcash and voucher programmes in 38 countries.• In 2011, WFP procured over 2.4 million metric tonsof food valued at US$1.2 billion from 87 nations.About 71 per cent of this food was purchased indeveloping countries.• WFP is forging innovative partnerships to deliver andmanage food assistance, including the use of debitcards, mobile phones and online facilities.• WFP partners with more than 2,100 non-governmentalorganizations to distribute food. August 2012Fighting Hunger Worldwide19

WFP BRAnding guidAnceWFP publications — examples of logo use in joint publicationsWFp ledpublicationThird party ledpublicationThe WFP logoshould bepositioned onthe left withpartner nextto itThe WFP logoshould bepositioned inaccordance withthe guidanceprovided bylead partner2012The State ofFood Insecurity in the WorldFor further clarification please contact wfp.publications@wfp.org20

WFP BRAnding guidAnceWFP external website brandingWFP’s new branding has been applied to the website as shown below.For web guidance, please see the WFP online Branding Guidance on WFPgo.Home page21

WFP BRAnding guidAnceWFP stationery - letterheads and envelopesThe logo has been applied to the corporate stationery as in the examples below.The template files are available on WFPgo at this link: http://go.wfp.org/web/wfpgo/publishingtools1/14of W210=WFighting Hunger Worldwideletter - singlelanguage22mmFighting Hunger Worldwide1/14of Wletter - multi language20.5mm 12Combatte la Fame nel Mondoletter - doublelanguage (english+ local language)110mm12small envelopeLutter contre la faim dans le mondereverse of envelopeVia Cesare Giulio Viola, 68/70, 00148 Rome, Italy Telephone: +39 0665131 Fax: +39 066590632/7230mmVia Cesare Giulio Viola, 68/70, 00148 Rome, Italy Telephone: +39 0665131 Fax: +39 066590632/7Via Cesare Giulio Viola, 68/70, 00148 Rome, Italy Telephone: +39 0665131 Fax: +39 066590632/722

WFP BRAnding guidAnceWFP stationery - envelopes templatesSThe template files are available on WFPgo at this link: http://go.wfp.org/web/wfpgo/publishingtoolsStandard dL envelope - 23 x 11cm12 mm12 mmVia Cesare Giulio Viola, 68/70, 00148 Rome, Italylogo - 24 x 89.5mmFont for address line - Verdana regular 8pt17.5 mm63 mmFighting Hunger WorldwideFtext - 17.5 x 63mmFont for ‘Fighting Hunger Worldwide’ - Georgia italic 12ptScale 1:1.7523

WFP BRAnding guidAnceWFP stationery - envelopes templatesThe template files are available on WFPgo at this link: http://go.wfp.org/web/wfpgo/publishingtoolsStandard c5 envelope - 23 x 16cm12 mm12 mmVia Cesare Giulio Viola, 68/70, 00148 Rome, Italylogo - 24 x 89.5mmFont for address line - Verdana regular 8ptScale 1:1.524

WFP BRAnding guidAnceWFP stationery - envelopes templatesThe template files are available on WFPgo at this link: http://go.wfp.org/web/wfpgo/publishingtoolsStandard c4 envelope - 33 x 23cm17 mm17 mmVia Cesare Giulio Viola, 68/70, 00148 Rome, Italylogo - 34 x 128mmScale 1:1.5Font for address line - Verdana regular 12pt25

WFP BRAnding guidAnceEmail signature sampleWhile not required, the use of e-mail‘signatures’ is recommended especiallyfor external communications andadministrative messages.Identification of the sender should bemade clear by inserting the followinginformation under the body of thee-mail message in text form: first andlast name, title, office, organization,telephone number(s), FoodSat andMobile.We encourage use of the WFP websiteaddress and tagline 'Fighting HungerWorldwide'. See sample here.Do not use logo image files withinyour email signature.26

WFP BRAnding guidAncebusiness card and compliments slipWFP’s business cards and complimentslips have been redesigned to givea stronger visual impact.53 mmFighting Hunger WorldwideJane doePublic information Officercommunications and Public Policy divisionFighting Hunger WorldwideWith the compliments ofCommunications and Public Policy DivisionVia cesare giulio Viola, 68/70, 00148 Rome, italyTelephone: +39 066513 0000 Fax: +39 066513 0000Mobile: +39 348 000 0000jane.doe@wfp.org85 mm148 mmFighting Hunger Worldwidewfp.orgJane doePublic information Officercommunications and Public Policy divisionVia cesare giulio Viola, 68/70, 00148 Rome, italyTelephone: +39 066513 0000 Fax: +39 066513 0000Mobile: +39 348 000 0000jane.doe@wfp.orgTITLE OF CDVia Cesare Giulio Viola, 68/70, 00148 Rome, ItalyTelephone: +39 0665131 Fax: +39 066590632/7E-mail: firstname.lastname@wfp.orgoptional reverse side105 mm27

WFP BRAnding guidAnceT-shirts and capsWFP encourages the use of the followingrevised visibility items to promote itsimage and messages.This page shows examples of logoapplications on t-shirts and caps.The same can be produced in the logocolour options as defined on page 5.Fighting HungerWorldwideFor merchandise queries please contact:silvia.alessandrini@wfp.org28

WFP BRANDING GUIDANCEFlags and stickersExamples of English flags and stickers are set out below. These can also be produced in the other language version logosand in the reverse white on WFP blue option.FlagsStickersIn difficult security situations, for immediateidentification, the WFP abbreviation can beused in the appropriate language.To order WFP flags and stickers please contact:unhrd.customerservice@wfp.org29

WFP BRAnding guidAncebanners and signsExamples of signage using the new branding. Large scale bannerVivres pour l’Education de base:«alimenter l’espoire d’un avenir meilleur»120.000 bénéficiaries à travers le maliLutter contre la faim dans le mondeMinistère de l’Éducationde l’Alphabétisation etdes Langues Nationales Road side signage for Mali Co30

WFP BRAnding guidAnceinternal logosIn trying to create a unified identity for WFP, theuse of internal ‘logos’ is now no longer encouraged.If you feel that your division/unit needs an‘identifier’ that works with the current WFP brandingthen please contact wfp.publications@wfp.org31