G R EENP EACE Standards Manual
G RE E NP E A CE
Background
The Mark
03
History of Greenpeace
03
Logos
16
Lock-up
20
Black + White & Grey Scale
22
Typography
24
Do + Don’t
32
Primanry Typeface
34
Secondary Typface
40
Business Card
42
Letterhead
44
Envelope
46
Web
47
Application
49
Protest
Stationery System
Application
Contact
BACKGROUND
03 / 04
HISTORY OF GREENPEACE
In 1971, motivated by their vision of a green and
On July 10, 1985, an explosion aboard the Rainbow
peaceful world, a small team of activists set sail from
Warrior sank the ship, our hearts, and left one man dead.
Vancouver, Canada in an old fishing boat. These activists,
But out of this tragedy eventually came triumph, and
the founders of Greenpeace, believed a few individuals
an end to nuclear testing. Days earlier, the crew of the
could make a difference.
Rainbow Warrior had rescued and relocatedthe people of Rongelap. The United States government had just
Their mission was to “bear witness” to U.S. underground
detonatedthe largest nuclear bomb since Hiroshima,
nuclear testing at Amchitka, a tiny island off the West
and radiation poisoningimpacted 95 percent of the
Coast of Alaska, which is one of the world’s most
villagers. After a successful evacuation, the ship docked
earthquake-prone regions. Amchitka was the last refuge
in Auckland, New Zealandto prepare for the second part
for 3,000 endangered sea otters, and home to bald
of its mission: to challenge the Frenchgovernment’s
eagles, peregrine falcons, and other wildlife.
nuclear testing plans on the island of Moruroa.
Even though their old boat, the Phyllis Cormack, was intercepted before it got to Amchitka, the journey sparked
The Rainbow Warrior never completed What mission.
a flurry of public interest. The U.S. still detonated the
On the night ofJuly 10, the crew awoke just before
bomb, but the voice of reason had been heard. Nuclear
midnight to an explosion. Beforethey had time to grasp
testing on Amchitka ended that same year, and the
the situation, a second explosion rocked theboat and
island was later declared a bird sanctuary.
the ship immediately began to sink. Following orders to“abandon ship” all but one of the crew made it to
Today, Greenpeace is an international organization that
safety. Trappedbelow deck and knocked unconscious by
prioritizes global environmental campaigns. Learn more
the second blast, Greenpeacephotographer Fernando
about the issues we work on in the U.S.
Pereira drowned.
Our global headquarters are in Amsterdam, the
By dawn, the magnitude of the situation came to light,
Netherlands. We have 2.8 million supporters worldwide,
and an investigation began leading directly to the French
and national as well as regional offices in 41 countries.
government.
BACKGROUND
HISTORY
fearless confront defending outspoken
04/05
radical
LIFE SAVING WARRIOR Greenpeace is an independent global campaigning organisation that acts to change attitudes and behaviour, to protect and conserve the environment and to promote peace. Greenpeace will be a life saving warrior to protect nature and all creatrues of earth including all human being. We,Greenpeace, are radical, confrontational, fearless,revive, and outspoken.
BACKGROUND
BRAND PROMISE
THE MARK
08/09
OLD LOGO acts to change
attitudes and behaviour, to
protect and conserve the environment and to promote peace. Greenpeace will be a
The new form of Greenpeace logo is inspired by
life saving warrior to protect nature and all
lifeguard’s and military’s strong shaped patches and
creatrues of earth including all human being. warrior’s body/face tattoos ( body/face paint ). Since We,Greenpeace, are radical, confrontive, Greenpeace is trying fearless,revive, and outspoken.
THE MARK
OLD LOGO & NEW LOGO
G R EENP EA CE
LIFE SAVING WARRIOR
Greenpeace is an independent global campaigning organisation that acts to change attitudes and behaviour, to protect and conserve the environment and to promote peace. Greenpeace will be a life saving warrior to protect nature and all creatrues of earth including all human being. We,Greenpeace, are radical, confrontive, fearless,revive, and outspoken.
10
G R E E NP E AC E
NEW LOGO acts to change
attitudes and behaviour, to
protect and conserve the environment and to promote peace. Greenpeace will be a
The new form of Greenpeace logo is inspired by
life saving warrior to protect nature and all
lifeguard’s and military’s strong shaped patches and
creatrues of earth including all human being. warrior’s body/face tattoos ( body/face paint ). We,Greenpeace, are radical, confrontive, fearless,revive, and outspoken.
THE MARK
NEW LOGO
11
x
6x
x 2.5x
2x
x 7x
G R EENP EA CE
2x
LOCKUP & CLEARZONE The reason for having a clear zone is to maximise the impact of the logo. It is consequently a space into which no other element must be inserted. This space is proportional to the size of the logo; The minimum clear space is equal to the width of the space between the letterforms and the edge of the box. This minimum clear space should be maintained on all sides of the mark. Try to increase the clear space whenever possible. THE MARK
LOCKUP & CLAERZONE
12
G R E E NP E AC E
1.5 in
G REENP EACE
G R EENP EA CE
G REENP EAC E
MINIMUM SIZE
G RE E NP E A C E
The reason for having a clear zone is to maximise the impact of the logo. It is consequently a space into which no other element must be inserted. This space is proportional to the size of the logo; The minimum clear space is equal to the width of the space between the letterforms and the edge of the box.
THE MARK
NEW LOGO
G REENP EACE
14/15
G RE ENP EA CE
G RE ENP EA CE
G REENP E A C E
BLACK + WHITE & GREY SCALE When the mark is displayed in black and white, it is important that it remains consistent with how it is displayed in color. The logo will never be knocked out of a white background, for instance. It may be knocked out of a 70% black only.
THE MARK
BLACK + WHITE & GREY SCALE
MISUSAGE When the mark is displayed in black and white, it is important that it remains consistent with how it is displayed in color. The logo will never be knocked out of a white background, for instance. It may be knocked out of a 70% black only.
16/17
GRE
ENP
EAC
G R EENP EACE
G R EENP EACE
E
Do not tilt the logo.
G R E E NP E A C E
Do not place logo left side,
Do not use different ratio.
Do not place like this.
G RE E NP E AC E
G RE E NP E AC E
Do not place logo left side,
Do not place logo in side way.
G REENP EA CE
G REENP EA CE
G R E E NP E AC E Do not seperate the logo.
Do not align the logo this way.
Do not chage the color.
THE MARK
MISUSAGE
18/19
Patter n We, Greenpeace is a life saving warrior. Some warriors of various tribes who still live in nature, has lots of similarity with Greenpeace. They are radical, caring nature, strong and not afraid of confrontation. So the color scheme is also from warrior of variety tribes.
THE MARK
PATTERN
TYPOGRAPHY
22/23
Outage Regular 12pt
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Outage Regular 24pt
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789 PRIMARY TYPEFACE The primary typeface for the brand is Outage Regular. Outage is a bold and strong yet approachable typeface that complements the bold san serif letterforms of the logo mark. It used for brand main logo letters only.
TYPOGRAPHY
PRIMARY TYPEFACE
OUTAGE regular
ACT NOW
24/25
Akkurat Pro Bold Akkurat Pro Bold
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
SECONDARY TYPEFACE Akkurat Bold is used primarily for display type, appearing often in all caps, for use in large scale print materials, such as event posters and additional signage.
TYPOGRAPHY
SECONDARY TYPEFACE
Akkurat Pro Regular 8pt
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Akkurat Pro Regular 12pt
Akkurat Pro Regular 24pt
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
SUB-BRANDS
SIX SUB-BRANDS Greenpeace is focusing on six different departments which are defending our oceans, protecting the world’s ancient forests, working for disarmament and peace, campaigning for sustainable agriculture, catalysing an energy revolution, and creating a toxic-free future.
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ENERGY
TOXIC
G REENP EACE
G REENP EACE
E N E R GY
AGRICULTUER
TOXIC
FOREST
G REENP EACE
G REENP EACE
AG R I C U LTU R E
OCEAN
FOREST
FOREST
G REENP EACE OCEAN
SUB-BRANDS
G REENP EACE DISA RMA MENT
SIX SUB-BRAND
MAIN BRAND
30/31
Pantone 3435M
Pantone 361M
Pantone 376M
RGB 16 78 43
RGB 61 172 70
RGB 130 191 64
CMYK 81 24 90 49
CMYK 73 0 100 0
CMYK 50 0 100 0
G R E E NP E A CE
PRIMARY COLORS The new color palette of Greenpeace is designed to give each department its own characters. On a broad scale, green should be used as the primary color. Other sub-brands will have secondary color palette with these green. Only use the colors listed here.
SUBB-RANDS
MAIN BRAND
COLOR
ENERGY
34/35
Pantone 3435M
Pantone 3435M
Pantone 361M
Pantone 376M
RGB 16 78 43
RGB 16 78 43
RGB 61 172 70
RGB 130 191 64
CMYK 81 24 90 49
CMYK 81 24 90 49
CMYK 73 0 100 0
CMYK 50 0 100 0
G R E E NP E A CE ENERGY
SECONDARY COLORS Secondary colors are based on the departments’ characters. On a broad scale, green should be used as the primary color. Energy department has yellow which represents power and energy as secondary color with main green.
SUBB-RANDS
ENERGY
COLOR
TOXIC
38/39
Pantone 3435M
Pantone 3435M
Pantone 361M
Pantone 376M
RGB 16 78 43
RGB 16 78 43
RGB 61 172 70
RGB 130 191 64
CMYK 81 24 90 49
CMYK 81 24 90 49
CMYK 73 0 100 0
CMYK 50 0 100 0
G R E E NP E ACE TOX I C
SECONDARY COLORS Secondary colors are based on the departments’ characters. On a broad scale, green should be used as the primary color. Toxic department has orange which represents higly toxicated things as secondary color with main green.
SUBB-RANDS
ENERGY
COLOR
AGRICULTURE
42/43
Pantone 3435M
Pantone 3435M
Pantone 361M
Pantone 376M
RGB 16 78 43
RGB 16 78 43
RGB 61 172 70
RGB 130 191 64
CMYK 81 24 90 49
CMYK 81 24 90 49
CMYK 73 0 100 0
CMYK 50 0 100 0
G R E E NP E A CE AG RICULT URE
SECONDARY COLORS Secondary colors are based on the departments’ characters. On a broad scale, green should be used as the primary color. Agriculture department has brown which represents ground and soil as secondary color with main green.
SUBB-RANDS
AGRILCULTURE
COLOR
44/45
IMAGE TREATMENT Step 1 Open photos to work for ; Photoshop > Open Image >
Step 2 Get color effect from gradient map ; Menu > Image Adjustments > Gradient Map > Gradient Editor > Location 100 : Pantone 3435M / Location 59 : Pantone 361 / Location 0 : 376M
Step 3 Apply to image
SUBB-RANDS
ENERGY
IMAGE TREATMENT
FOR EST AGRICULTURE
46/47
Pantone 3435M
Pantone 3435M
Pantone 361M
Pantone 376M
RGB 16 78 43
RGB 95 121 143
RGB 61 172 70
RGB 130 191 64
CMYK 81 24 90 49
CMYK 63 32 100 14
CMYK 73 0 100 0
CMYK 50 0 100 0
G R E E NP E ACE FO REST
SECONDARY COLORS Secondary colors are based on the departments’ characters. On a broad scale, green should be used as the primary color. Forest department has leaf-green which represents deep forest and leaves as secondary color with main green.
SUBB-RANDS
FOREST
COLOR
OCEAN AGRICULTURE
50/51
Pantone 3435M
Pantone 3435M
Pantone 361M
Pantone 376M
RGB 16 78 43
RGB 16 78 43
RGB 61 172 70
RGB 130 191 64
CMYK 81 24 90 49
CMYK 81 24 90 49
CMYK 73 0 100 0
CMYK 50 0 100 0
G R E E NP E ACE O CE AN
SECONDARY COLORS Secondary colors are based on the departments’ characters. On a broad scale, green should be used as the primary color. Ocean department has turquoise which represents sea as secondary color with main green.
SUBB-RANDS
OCEAN
COLORS
DISARMAMENT AGRICULTURE
54/55
Pantone 3435M
Pantone 3435M
Pantone 361M
Pantone 376M
RGB 16 78 43
RGB 16 78 43
RGB 61 172 70
RGB 130 191 64
CMYK 81 24 90 49
CMYK 81 24 90 49
CMYK 73 0 100 0
CMYK 50 0 100 0
G R E E NP E ACE D ISA R M A ME N T
SECONDARY COLORS Secondary colors are based on the departments’ characters. On a broad scale, green should be used as the primary color. Disarmament department has skyblue which represents peace as secondary color with main green.
SUBB-RANDS
DISARMAMENT
COLOR
APPLICATION
New Rainbow Warrior Ship acts to change attitudes and behaviour, to protect and conserve the environment and to promote peace. Greenpeace will be a New Rainbow warriror ship is designed in this way.
life saving warrior to protect nature and all
creatrues of earth including all human being. We,Greenpeace, are radical, confrontive, fearless,revive, and outspoken.
App acts to
change attitudes and behaviour, to
protect and conserve the environment and to promote peace. Greenpeace will be a New Rainbow warriror ship is designed in this way.
life saving warrior to protect nature and all
creatrues of earth including all human being. We,Greenpeace, are radical, confrontive, fearless,revive, and outspoken.
56/57
New Rainbow Warrior Ship She’s the first ship in our fleet designed and built specifically for Greenpeace. That means the Rainbow Warrior is not just one of the most environmentallyfriendly ships ever made; she’s also a campaigner’s dream. She’s now fighting with us for a green and peaceful future. New rainbow warrior’s design will look like this.
SUBB-RANDS
DISARMAMENT
IMAGE TREATMENT