harass monitor brand guidelines

Brand Guidelines
Mar 20

Contents Our Story 05
Brand Identity 09
I. Colour 13
II. Logo 19
III. Typography 27
3

Our Story
HarassMonitor / Morakeb Al
aharoushis an NGO founded
in late 2018.
We are working to engage
all of Egyptian society to
create an environment that
does not
tolerate sexual harassment.
Our main objective is to
raise awareness for what
constitutes sexual harassment
(it’s not just touching!).
Sexual
harassment is any form of
unwelcome words and/or
actions of a sexual nature
that violate a
person’s body, privacy, or
feelings and make that
person feel uncomfortable,
threatened,
insecure, scared, disrespected,
startled, insulted,
intimidated, abused, offended,
or objectified.
Our Primary target audience
are women, middle
class and upper lower class,
aged 18-45. And, our Secondary
target: men, middle
class and upper lower
class, aged 18-45.
5

Why sexual harrasment?
Sexual harassment and assault
in Egypt has reached
catastrophic levels. In a UN
Women 2013 study, 99.3% of
Egyptian women surveyed
said that they have been
sexually harassed. In a 2008
study by the Egyptian Center
for Women’s Rights, 67% of
men surveyed admitted to
harassing.
In 2014 amendments to the
penal code resulted in clearer
articles criminalizing sexual
harassment and assault,
with jail sentences ranging
from 6 months to 5 years, to
include many forms of sexual
harassment and assault,
not just touching, and fines
from 3000 to 50,000 EGP.
However many people are
not aware of these penalties,
and even if they are,
think that they only apply to
touching. This is because
many people (56% of people
surveyed in a marketing
research study, 2014) only
consider touching as sexual
harassment, with other
forms of harassment being
labelled as other things
(like “mo3aksa” for verbal
and gestures, “marad” for
indecent exposure, etc) We
would like to develop a visual
identity for our organization,
as well as communication
material that will be
distributed in 4000+ youth
centres in Egypt, to address
the lack of awareness for
the law and the definition
of sexual harassment to include
many forms.
7

Brand Identity

Brand Elements
I. Colour II. Logo
Helvetica
Rounded
الهام
Elham
III. Typography IV. The Venus symbol
11

I. COLOUR

Primary
Colours
HEX #392858
HEX
#bb9648
HEX
#ff0517
RGB 57 40 88
RGB 187 151 72
RGB 255 5 23
CMYK 87 94 35 29
CMYK 2 5 30 0
CMYK 0 98 91 0
Secondary
Colours
HEX #1c1227
RGB 28 19 40
HEX #beb7ad
RGB 191 184 174
HEX #a73f3e
RGB 168 64 62
HEX #701711
RGB 112 24 17
CMYK 82 83 52 70
CMYK 26 23 29 0
CMYK 25 86 76 15
CMYK 32 97 100 45
15

Colour Use
Our colour palette has 3
main colours used in most
publications and branding,
as well as, 4 seconadry colours
mainly usedfor colour
addition in illustrations.
We categorize our colour usage
in Red, Purple, Yellow,
Light and illustration.
Purple
When Purple is dominant,
we use Red as a
secondary colour and
Yellow or Beige for accents
and typography.
Colours for illustration
Red
When Red is dominant,
we use yellow
as a secondry colour
and purple for accents
and typography.
Yellow
When Yellow is dominant,
we use red as a
secondry colour and
purple for accents
and typography.
17

II. LOGO

HarassMonitor
Logo
Our logo represents our
main objective which is protecting/monitoring
sexual
harassment against females
in Egypt.
The logo consists of:
* The venus/women symbol
painted blueish purple, a colour
internationally used in
symbolizing assult.
*A red dot Representing anger,
fear and the emotional
impact of harassment on
women.
* Arabic typography is choosen
over English typography
to reach the target audience.
21

Minimum size
To ensure the radability and
legibality of our logo, the
logo should never be smller
than 30mm in print and 115px
in digital.
The logo is scalable.
Digital
Print
115px
30mm
23

Colour Use
25

III. TYPOGRAPHY

Our Arabic Typeface
Our English Typeface
الهام Elham
Helvetica
Rounded
أ ب ت ث ج ح خ د ذ ر
ز س ش ص ض ط
ظ ع غ ف ق ك ل م
ن ه و ي
Aa Ba Cc Dd Ee Ff
Gg Ff Hh Ii Jj Kk
Ll Mm Nn Oo Pp
Qq Rr Ss Tt Uu Vv
Ww Xx Yy Zz
29