She Builds Peace Branding Guidelines VERSION 2
These branding guidelines represent a framework to articulate the She Builds Peace visual identity and define its key components.
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Background
The initial idea of the Stand with Women Peacebuilders campaign was born out of the 2019 Better Peace Symposium, recognizing women peacebuilders as a sector and pillar of state-building. Launched in 2020 in the lead-up to the 20th anniversary of the Women, Peace and Security Agenda, the campaign aims to ensure women peacebuilders' safety, fulfill obligations to make peace and security inclusive, show appreciation of them, and guarantee resources for their critical work. To bring these goals under one umbrella, we’ve developed the She Builds Peace campaign, an initiative that aims to make the concept of “women peacebuilders” more relevant and accessible to everyone in order to widen the conversation and inspire more people to support the effort.
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Narrative For what seems like decades, never-ending stories from the front-lines of war and conflict have been imprinted in our minds. Political backlash in other countries forces families from their homes. Cities, schools, and hospitals are destroyed by violence. Entire cultures and communities are living in fear. But there are thousands of stories from those same front lines that we HAVEN'T seen. Stories from the thousands of women around the globe who are leading the charge to create resiliency, resolution, and recovery. These women are the faces, voices, hearts, and hands who hold the power to end these conflicts. And by showing our support—ensuring their Safety, fulfilling Obligations to make peace and security inclusive, and Appreciating and Resourcing the critical work women peacebuilders do to build a future in which all can flourish—we can use OUR power to help them do it. For their countries, for their communities, and for every single one of us. Peace is the only way through. Stand with hope. Stand with us. Stand With Women Peacebuilders.
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Language Usage - Tone
With this campaign, the International Civil Society Action Network (ICAN) seeks to bring people together to support women peacebuilders around the globe. She Builds Peace aims to make more people aware of women peacebuilders and their role in state-building, communicating that peace is something that is actively created and not passively found. The She Builds Peace campaign is welcoming, inclusive and is born from a grassroots movement. While the term “peace” can be associated with being soft, women peacebuilders, and this campaign, are anything but. The tone of this campaign is strong, pragmatic, thoughtful, encouraging, accepting and proud.
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Logo Mark
The She Builds Peace logo mark is the cornerstone of the campaign. The mark consists of the words “she builds peace” written in lower case to communicate warmth, accessibility and inclusivity. The tagline “Stand with Women Peacebuilders” is written in all caps to communicate authority and a call to action. The typography of "She Builds Peace" is Avant Garde, an open, modern, geometric sansserif. The typography of the tagline is Poppins Medium. The icon is a Simurgh, a mythical bird from Persian mythology which represents unity between earth and the divine. Access all fonts here.
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Logo Mark - Variations
The logo mark comes in several variations and the version used will depend on use, the color of the background and/or the printing process.
Full color logo
Black & white logo
Full color logo on blue
Black & white logo on black
Access the logos here.
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Logo Mark - Variations
The logo mark is also available without the tagline. This version should be used when the tagline is used in a prominent way somewhere else in the design. This version should also be used when the identity is presented at a small size. Please see minimums on the following page.
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Full color logo
Black & white logo
Full color logo on blue
Black & white logo on black
Logo Mark - Clear Space & Minimums
e
e
e
e
Leave clear space equal to the height and width of the letter “e” on all sides
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1” / 96 px
Ensure the logo is no smaller than one inch or 96 px in width
Logo Mark - Don’ts
STAND WITH WOMEN PEACEBUILDERS
Don’t rotate
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Don’t place on non-brand colors
Don’t distort
ICAN & She Builds Peace Lockup
The She Builds Peace logo mark will sometimes be shown alongside the ICAN logo. Here is a lockup of the two logos side by side. They are visually balanced in size and aligned at the baseline.
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Co-branding
When using the ICAN and She Builds Peace logo marks alongside a partner logo, the three marks should be treated at equal importance and should align to the baseline. The space between the three logos should equal the width of the the She Builds Peace logo mark. This page shows a suggested logo lockup, but depending on the shape of the partner logo, modifications can be made to retain visual balance.
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ABC
organization
Color Palette
The campaign color palette is inspired by the ICAN color palette, but with several extra hues. The dark and light blues are cool and calming, while the reds/oranges/yellows are more urgent and actionable.
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CMYK: 100 86 18 5 RGB: 32 65 131 HEX: 204183
CMYK: 96 69 14 2 RGB: 14 90 150 HEX: 0E5A96
CMYK: 84 40 8 0 RGB: 8 130 185 HEX: 0882B9
CMYK: 72 13 3 0 RGB: 2 171 220 HEX: 02ABDC
CMYK: 0 93 100 0 RGB: 226 54 31 HEX: E2361F
CMYK: 0 72 93 0 RGB: 246 107 35 HEX: F66B23
CMYK: 0 41 94 0 RGB: 253 165 48 HEX: FDA528
CMYK: 2 14 84 0 RGB: 252 216 70 HEX: FCD546
Color Palette - Gradients
From top to bottom: lightest to darkest blue
The text and icon in the logo mark uses gradients, both blue and gold. Gradients represent positive change and progress.
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From top to bottom: lightest yellow to darkest red
Typography - Headlines, Subheads & Callouts
Headline Poppins Bold
Subhead Poppins Bold, Medium and Regular are used for headlines, subheads, callouts and links. Roboto Bold and Regular are used for body copy and attributions. Poppins and Roboto are both Google Fonts, free to use and distribute.
Poppins Medium
Callouts
Poppins Regular
Body Copy Roboto Book
Fonts can also be accessed here.
Attributions Roboto Bold
LINKS Poppins Bold
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ICAN welcomes efforts to adapt and translate campaign materials for different contexts. ICAN is happy to support such work and can help with coordination. Contact us at soar@icanpeacework.org with any questions.