BRAND IDENTITY Blood:Water is a non-profit organization partnering with Africa to end the HIV/AIDS & water crises.
MISSION STATEMENT Blood:Water is an equipping agency that partners with African grassroots organizations to address the HIV/AIDS and water crises. We do this by identifying Africa’s hidden heroes and coming alongside their vision for change. Through technical, financial and organizational support, we expand the readiness and effectiveness of African civil society organizations and the communities they serve.
The guidelines here serve to define and clarify the usage of Blood:Water’s logo and brand.
THE DROP Blood:Water
began
as
a
call
to
personalize the HIV/AIDS crisis in Africa. After funding a late stage AIDS hospice, Co-Founders Jars of Clay and Jena Lee Nardella learned of the vital link between living with HIV/AIDS and the need for clean, safe water. People living with HIV/AIDS
have
a
weakened
immune
system. Bacteria in dirty water holds the potential to be life-threatening for those living with the virus, while it may only make a person without the virus slightly ill. The
drop
in
the
Blood:Water
logo
represents both blood and water and their
delicate
interaction
with
one
another.
Clean Blood
Clean Water
LOGO Minimum Size
x
x
x WRONG
x
x
Logo may only be one solid color. Use of the Blood:Water logo is
x
x
x
strictly prohibited outside of official corporate partnerships.
Leave about 30% whitespace between the logo and other elements.
Fundraisers are granted a non-exclusive right to use the
Acceptable Logo Colors
Blood:Water logo in promotional materials related to their fundraising event. The drop logo may be used without the words Blood:Water but
PMS 173
the Blood:Water portion of the logo may never be used without the drop. There are no spaces on either side
PMS 7472
of the colon, regardless of logo. When written, Blood:Water should always have a capital B and W or PMS COOLGRAY 11
WHITE
be in all caps.
COLORS 90%
80%
70%
60%
50%
40%
Blood:Water Red PMS 173 R=216 G=077 B=050 #D84D32
12
87
100
02
63
07
34
00
65
57
52
29
Blood:Water Blue PMS 7472 R=057 G=186 B=164 #39BAA4
Blood:Water Gray PMS COOLGRAY 11 R=064 G=064 B=064 #404040
Highlights PMS 128 R=247 G=212 B=075 | #F0D36A PMS Warm Gray 1 R=216 G=209 B=201 | #D8D1C9
yes
no
03
14
82
yes
00
14
no
14
yes
17
00
no
30%
TYPOGRAPHY Gotham Light Body Copy
Gotham Light Italic Body Copy Emphasis
Gotham Medium Body Copy Attention
Gotham Medium Italic Body Copy Emphasis
Gotham Bold Heading
Ziggurat Black Italic Pull Quote
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The Quick Brown Fox Jumps Over The Lazy Dog
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The Quick Brown Fox Jumps Over The Lazy Dog
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The Quick Brown Fox Jumps Over The Lazy Dog
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The Quick Brown Fox Jumps Over The Lazy Dog
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The Quick Brown Fox Jumps Over The Lazy Dog
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ T he Q uick B rown Fox Jumps O ver T he Lazy D og
PHOTOGRAPHY All Blood:Water photos are owned by Blood:Water or our photographers. Fundraisers are granted a non-exclusive right to the photos found on our Resource Page on our website for use on promotional materials and websites related to their fundraising initiatives. All other use of photos is prohibited. When utilizing photos, all Blood:Water photos will be in color or with a color overlay. If specific dimensions are needed, please contact marketing@bloodwater.org. Color overlays are restricted to Blood:Water Red & Blood:Water Blue.
PHOTOGRAPHY DOS & DON’TS
DO Do use Blood:Water Red or Blood:Water Blue as a mulitply color overlay over a black & white photograph.
DON’T Don’t use non-Blood:Water colors as overlays.
DO
DON’T
Do use vibrant, beautiful, dignifying photography showing the hope that our partners bring to their communities.
Don’t use photography that belittles, lowers or demeans the people of Africa. We don’t know any victims; we know heroes and friends.
DO
DON’T
Do make use of the beautiful and diverse landscapes that Africa has to offer.
Don’t use blurry, grainy, over/under exposed or just generally bad photography.
ICONS Blood:Water uses icons to explain our approach in Africa along with technologies used to help in the fight against the HIV/AIDS and water crises. Fundraisers are granted a non-exclusive right to the icons below on promotional materials and websites related to their fundraising initiatives. All other use of icons is prohibited.
1. YOU/DONOR 2. HEALTH/CLINIC 9
1
14
3. IDEA
5 4. AFRICA 5. COMMUNITY 6. WATER 10
15
7. WATER SOURCE 8. DROP
2
6
9. LATRINE 10. WELL 11
16
11. MEDICATION 12. RAIN CATCHMENT 13. BIOSAND FILTER
3
7
14. ZAMBIA 12
17
15. UGANDA 16. RWANDA 17. KENYA 18. ETHIOPIA
4
8
13
18
PARTNERING WITH AFRICA TO END THE HIV/AIDS & WATER CRISES P. O . B o x 6 0 3 8 1 | N a s h v i l l e , T N 3 7 2 0 6 | T 6 1 5 . 5 5 0 . 4 2 9 6 | F 6 1 5 . 7 7 7. 3 4 5 4
bloodwater.org