BRAND GUIDELINE
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CONTENTS Our Brand Design Idea Logo Typeface Clear Space Minimum Size Correct Usage Incorrect Usage
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OUR BRAND Photography for Equality Through the use of photographic images, this project will highlight the role of women as agents of change in developing nations. Our vision is to allow for an open and direct visual dialogue that advocates for gender equality within these communities. With a focus on visual media, university students and young professionals are given the opportunity to document and bring to light the barriers that women in these societies face daily culminating in an exhibition and publication. A series of grants will support the later stages of the project in the Arab World.
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DESIGN IDEA Some people who didn’t know about the project “photography for equality”, answered a survey “what is the first word that comes to your mind when you think about gender equality?”. Out of 30 words, those more repeated was: Autonomy, Equality, Prosperity and Respect. A visual moodboard was developed with reference images of those words to clarify the idea. Those images beside were chosen to start the brand work. The tree represents the autonomy, prosperity and grown of the women from Middle East. And the profile represents the gender, in this case, no gender, since we are all the same looking for equality.
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LOGO Photography for Equality logo must be clearly visible wherever it is used. It is essential that our logo is used correctly and consistently in all communications. It must never be redrawn or modified and should never be enclosed in a box. The logo should be applied black on or white out and should never be reproduced in any other colour.
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STANDARD
PHOTOGRAPHY
FOR EQUALITY
B&W
PHOTOGRAPHY
FOR EQUALITY
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TYPEFACE Use the Univers family for all printed designed items. It is a clear cut classic ‘modern’ typeface with good legibility. It is functional and widely available. Within the Univers family, you have the option of Arabic Version (Univers Next Arabic), which is extremely important for the project. Also, you have a support typeface with serif Platino, which has a arabic version aswell. This typeface is only for especifics cases, such as, important letters and documents.
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Univers LT Std Bold condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefgh ijklmnopqrstuvwxyz 0123456789!?.,;@£%&*()
Univers LT Std Arabic Version
Support typface
Palatino Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefgh ijklmnopqrstuvwxyz 0123456789!?.,;@£%&*()
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CLEAR SPACE To maximise the brand’s presence and visual standout, there is a defined minimum clear space area. This clear zone around the brandmark defines the area into which no other graphic elements, such as text, imagery or other brandmarks can intrude. The distance marked x represents the width of the ‘E’ of “Equality”. The formula shown opposite applies to all sizes of brandmark reproduction.
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3x
PHOTOGRAPHY
FOR EQUALITY
4x
2x
x
x
x
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MINIMIUM SIZE The smallest legible size for the logo for both print and screen are indicated above. Minimum sizes for other processes, like embroidery or engraving, vary for each process. The logo should not be reduced to a lower base of 30 mm.
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PHOTOGRAPHY
FOR EQUALITY 100mm
PHOTOGRAPHY
FOR EQUALITY 80mm
PHOTOGRAPHY
FOR EQUALITY 50mm
PHOTOGRAPHY
FOR EQUALITY 30mm
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CORRECT USAGE To maintain consistency throughout our identity application is essential. The correct form to use it is the principal version in black, uniting brandmark with logotype. But, in some applications you can use only the brandmark. However never use only the logotype. The version in white can be used in dark photographs and black background.
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PHOTOGRAPHY
FOR EQUALITY
Time to change!
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INCORRECT USAGE To maintain consistency throughout our identity application it is essential that The Photography for Equality logo should never be altered in any way. The how the shape, color or typography. Versions were made in color and B&W to allow greater flexibility in its use. Here are a few examples of what not to do. The same rules shown here, will apply to the alternative configurations of the brandwork.
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PHOTOGRAPHY
PHOT
OGRA FOR E Q P UALITHY Y
FOR EQUALITY Do not use colours.
Do not rotate.
PHOTOGRAPHY
FOR EQUALITY Do not redraw the master brandmark.
PHOTOGRAPHY
FOR EQUALITY Do not use feather.
PHOTOGRAPHY
FOR EQUALITY Never distort/stretch brandmark.
PHOTOGRAPHY
FOR EQUALITY Do not change colour of the brandmark,
Do not use outline.
PHOTOGRAPHY
FOR EQUALITY
Do not use logotype/ wordmark on its own.
RAPHY PHOTOG UALITY
FOR E Q
Do not put brandmark on a perspective.
PHOTOGRAPHY
FOR EQUALITY Do not use drop shadow.
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Designed by Julliane Alberigi