U=U Corporate Identity Manual by Whatever Works

Corporate identity manual

Undetectable = Untransmittable

Corporate identity manual 1. INTRO

2. CORE VALUES 3. LOGO

4. TYPEFACES

5. COLOR SYSTEM 6. TONE OF VOICE

7. PHOTOGRAPHY STYLE

8. ICONOGRAPHIC 9. APPLICATIONS

Corporate identity manual

INTRO

INTRO The U=U Corporate Identity Manual (CI) is a visual statement of our vision, values, strength and integrity. By following this guide, you help define U=U for our allies, partners, and employees. Equally important, you help them recognize, differentiate, and remember the U=U brand. It is an extremely valuable asset and this corporate identity guide (CI) has been produced to help people who use the brand to understand how it must be correctly, and consistently applied.

It offers a framework for making and evaluating creative decisions. If you have questions about how to use any graphic elements, or need additional information contact Cameron Kinker on cameron@preventionaccess.org or call on +1(914)960- 0464

Corporate identity manual

CORE VALUES

Strong

Empowered

Trustworthy

Optimist

Friendly

Healthy

Corporate identity manual

LOGO LOGO COLOR APPLICATIONS BLACK AND WHITE LOGO PROPORTION VARIATIONS SECONDARY LOGO

LOGO Our logo is the key building block of our identity, the primary visual element that identifies us. The logo is a combination of the symbol itself and our name - they have a fixed relationship that should never be changed in any way.

Logo Type

LOGO COLOR APPLICATIONS

BLACK AND WHITE LOGO

PROPORTION The complete logo should be used only with a minimum of 5cm in width, after that the logo only be used with the â&#x20AC;&#x153;U=Uâ&#x20AC;? symbol since text underneath is not going to be legible and the letter might create a smudge in print.

+5cm

-5cm

VARIATIONS Depending on the need, these are the logo variations.

Primary Logo

SECONDARY LOGO To keep our brand fun, please feel free to use the secondary logo whenever you feel the primary logo is overwelming. Never one beside the other.

Secondary Logo

Corporate identity manual

TYPEFACES TYPEFACE SIZE

TYPEFACES U=U has chosen Fira Sans and Montserrat as its primary typefaces. Since both are open source, they have a universal access and ease of use across all platforms, which makes it easy for any ally or partner institution to help us spread the message around. Th e U=U campaign is based on a solid foun dation of scientific eviden ce, this m eans th e am ount of text that a ccompanies th e m essa ge is always ver y vast , for this reason we also ch ose a typefa ce that would be legible

Fira Sans Fira Fira Fira Fira

Sans Light Sans Medium Sans Bold Sans Bold

Montserrat Montserrat Regular

For titles and highlight subtitles use.

For text body use.

TYPEFACE SIZE Fonts should not be modified, expanded or condensed. To assure good legibitility the size of titles, subtitles, highlights and bodies' sizes should follow the following limits and rules:

Subtitles can’t be bigger than titles. Text bodies can not be any bigger than the titles nor subtitles. Highlights should be smaller than subtitles in a low percent of difference.

Titles 13 – 33 Subtitles 7 – 20 Highlights 7 -15 Body text 7 -10

pt pt pt pt

Undetectable = Untransmittable Prevention Access Campaign's Undetectable = Untransmittable (U=U) is a growing global community of HIV advocates, activists, researchers, and over 700 Community Partners from nearly 100 countries uniting to clarify and disseminate the revolutionary but largely unknown fact that people living with HIV on effective treatment do not sexually transmit HIV.

Equal Access to the HIV Prevention Revolution Based on

#ScienceNotStigma

All people living with HIV have a right to accurate and meaningful information about their social, sexual, and reproductive health

Titles

Fira Sans

22 pt

Montserrat

10 pt

Body text

Fira Sans

Highlights

15,5 pt

Fira Sans

10 pt

Highlights

Corporate identity manual

COLOR SYSTEM RESTRICTED COLOR USE

DARK GREY: STRENGTH

In graphics, dark grey should always be beside the more friendly colors, dark grey will allow these colors to look not only friendly but also strong. In text, it should be used for lenghty and more serious bodies of texts.

LIGHT GREY: LIGHTNESS The light grey should be used for texts that need to appear friendlier and lighter. Unlike the dark grey

AMAZON GREEN: VITALITY Green is related to vitality and life, u=u wants for the message to be related to people who are starting a new life, a life they didn’t know they had ahead of them .

LIGHT PINK: OPTIMISM

COBALT BLUE: TRUST Deep blue is used to convey the importance of meaningful relationships and establishes trust and loyalty of both with the our brand and with the sources that share our brand through out different platforms.

To say that someone is seeing the world through “rose-tinted glasses” means that they are seeing it with excessive optimism. Pink is a color that represents hope, but sometimes it can be associated with not seeing the negative aspects of reality.

MUSTARD YELLOW: WARMTH Mustard Yellow makes our corporate image warmer and welcoming. Many of the people around the brand are looking for support.

Blue R c

143

Hex: 2e478d 77

Yellow R 228 G 167 B 635 c

DIGITAL AND PRINT COLOR CODES

Hex: e2a53f 37

y 82 k

Pink R 233 G 144 B c

167

Hex: e78ea5 55

Green R c

m R

G 128 B

Hex: 3f8062 29

y 67 k

Dark Grey 25

Hex: 3f8062 67

Light Grey R 229 G 229 B 229 c

Hex: e3e3e3 9

Use light color text on a light colored background.

RESTRICTED COLOR USE Combine colors of text, background and highlight with the purpose of generation the most amount of contrast to assure legibility.

The washington post

U=U is the campaign credited with beginning to change public perception of HIV transmissibility.

December, 2017

The washington post

U=U is the campaign credited with beginning to change public perception of HIV transmissibility.

December, 2017

Dontâ&#x20AC;&#x2122;: Use light color text on a light colored background. The washington post

The washington post

U=U is the campaign credited with beginning to change public perception of HIV transmissibility.

December, 2017

Corporate identity manual

TONE OF VOICE

TONE OF VOICE Show your expertise and be helpful Empower and encourage Be specific, use scientific facts to support ideas Be human and sincere

Corporate identity manual

PHOTOGRAPHY STYLE

PHOTOGRAPHY STYLE U=U uses photography to encourage others to spread the message and connect in a viceral level with the audience. Hence, both inhouse and purchased stock imagery must comply with the following: Photos of HIV+ people that look strong and healthy People in pictures should look either positive or passionate, never sad or weak We encourage not to use photos that are retouched or taken in studios, this takes realness away File types:

Celebrating the groundbreaking fact that

Undetectable = Untransmittable

People living with HIV who are on treatment and have an undetectable viral load* cannot transmit HIV to sexual partners.

U=U is a message of freedom and hope: Transforms the social, sexual and reproductive lives of people with HIV and their partners Dismantles HIV stigma on the personal, community, clinical and policy level Encourages people living with HIV to start and stay on treatment and engage in care to stay healthy and stop new transmissions Strengthens advocacy efforts for universal access to treatment and care

Share the message, join the movement:

Get the facts at www.uequalsu.org Share the message with your communities Stay connected with #UequalsU on social media

Organizations are invited to join as U=U Community Partners at www.uequalsu.org to stay updated with resources and engage with a global community of over 750 organizations from nearly 100 countries.

“The science really does verify and validate U=U” “From a practical standpoint, the risk is zero.”

#UequalsU

Web

JPG - PDF

JPG - PNG

–Anthony S. Fauci, M.D., Director, NIAID, NIH

Redefine what it means to live with HIV! *Having an undetectable viral load means that HIV treatment has suppressed the virus so low in the body that it’s not detected by tests. This keeps a person with HIV healthy and prevents HIV transmission through sex. Prevention Access Campaign pays tribute to the first U=U Community Partners to sign on to the campaign including the New York City and NY State departments of

health, the first the city and state public health department partners; NASTAD, the first nonprofit partner; Janssen Pharmaceutical Companies of Johnson & Johnson, the first pharmaceutical company partner; CATIE, the first HIV research resource partner; HIV Medicine Association, the first HIV provider association partner; and Broadway Cares / Equity Fights AIDS, the first funding partner.

Photography: Pride for Youth / Long Isl nd NY

Use dark colored text on a dark colored background.

DONâ&#x20AC;&#x2122;T: PHOTOS OF PEOPLE PORTRAYED AS WEAK AND SAD

1280X 800

Photography: Pride for Youth / Long Isl nd NY

300 X 150

Proper ownership of artwork copyright.

Photos used must be high quality. Minimum image size: 1280 x 800 px.

Corporate identity manual

ICONS THE ANATOMY OF A U=U ICON SEE MORE SUPPORT SYMBOL

ICONS

If you're on suppressive ART, you are sexually noninfectious. The risk is zero.

Icons help our messages get through much more clearly. Each of these icons have a universal character and can be used in different applications..

AIDS 2018

August 9, 2018

Community Partners as of 720 organizations from 93 countries have signed on to share the U=U message in ways that work for their communities.

July, 2018

An icon should always accompany main tittles.

THE ANATOMY OF A U=U ICON

light gray always present

dark gray

To create new U=U icon always have in mind:

always present

the use of these three colors:

U=U corporate replaceable

Dark gray for borders Light gray for backgrounds A third color, which could be any of the U=U corporate colors, except white, dark grey, light grey or black.

SEE MORE Since our message is usually accompanied by lots of text, we came up with the â&#x20AC;&#x153;see moreâ&#x20AC;? symbol. See more works to give teasers or intros of larger texts either in print of digital content. This allows the reader to glimpse over lots of information at a glance and to deepen still further in whatever interests him.

CDC People who take ART daily as prescribed and achieve and maintain an undetectable viral load have effectively no risk of sexually transmitting the virus to an HIV-negative partner.

September, 2017

Siempre va en la parte de abajo

Corporate identity manual

APPLICATIONS

PAC

APPLICATIONS buttons BLE = UNTRANS CTA MIT TE TA DE BL UN E

tshirts

https://www.preventionaccess.org/