Project AWARE Brand Book by PADI AWARE Foundation

Project AWARE® Brand book June 2019

This is a guide to the important elements that make Project AWARE® Have a read, it will help you get to know us better...

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Who are we? Our Mission Our Logo Our Logo: Why it’s important Our Logo: Color Our Logo: Space Our Logo: Use Our Colors Community Engagement Colors Color Ratio Additional Colors Policy Colors Additional Policy Colors Our Typeface Typeface: Headlines Typeface: Body Typeface: Something a little extra Type Online How to write our name & copyright Our Images Photography Photography: Community Action Photography: Adventure Photography: Species Iconography Let’s Blend Infographic Examples Print Design

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Design Tips 10 Tips Diver Pledge 5 Ways Poster Checklists Advert Design AWARE Week Annual Report Digital Design Web Social Media Powerpoint Our Stationery Let’s write Our Merch Flags, Mesh Bags, Clothing & Accessories Our Partners 100% AWARE Adopt a Dive SiteTM Thank You Our Offices

Who are we? Where Conservation Meets AdventureSM Project AWARE® is a global movement for ocean protection powered by a community of adventurers - Where Conservation Meets AdventureSM There are two critical areas that Project AWARE® seeks to influence: Community and Policy. We support our community to take action with both fins on and fins off and, when we link these actions to policy, we drive towards our vision for a return to a clean, healthy ocean.

Our mission Project AWARE® connects the passion for ocean adventure with the purpose of marine conservation. We believe in a future where the ocean no longer needs protecting.

Our Logo The visual identity of Project AWAREÂŽ acts to represent the wonder that we all share as adventurers interacting with underwater life, and to inspire adventurers around the world to help conserve marine environments.

Our logo Why it’s important...

The appropriate use of our logo strengthens our message and our mission, by making us easily recognisable and understood, and demonstrates our organizational credibility. The logo should, where possible, be displayed full color as above with no alterations. In instances where the logo needs to be displayed on a color background, or on photographs, we have created alternatives.

Our logo Itâ&#x20AC;&#x2122;s all about color... The logo should be full color on white, and white on all other color backgrounds to maintain consistency and clarity across the brand. White background The full color logo should always be used on a white background, across print and digital Blue background The logo should appear entirely white on a blue background. This applies to dark and light shades Black background The logo should appear entirely white on a black background Gray background The logo should appear entirely white on a grey background. This applies to dark and light shades Photographic background The logo should appear entirely white, taking care that itâ&#x20AC;&#x2122;s still visible enough over the image Photographic with color wash The logo should appear entirely white on a photographic background with color wash

Our logo Let it be free... In order to maintain legibility and increase brand awareness across all marketing materials, there are clear guidelines for size and space set out below. Minimum size print The logo should not be reproduced smaller than 0.8 inches wide or 20.32 mm wide Minimum size digital The logo should not be reproduced smaller than 90 pixels

20.32 mm 90 pixels

Clear Space The logo should be surrounded by clear, clean space

ÂŠ Project AWAREÂŽ 2019 Brand book | 7

Don’ts We’re all about adventure here, but even we think this is a bit much... Altering the logo in any way will impact on brand recognition and credibility. It should be used consistently across all marketing materials. Colors Please don’t deviate from the brand colors Effects Please don’t add any effects to the logo, such as drop shadows or keylines Rotation Don’t rotate the logo Elements Do not display the logo without all the elements that make up the logo. The diver and shark icons should not be removed from the logo on any occasion Neither should the ‘Project AWARE®’ text be replaced by any other text. The Project AWARE® logo should be displayed in its entirety, without any additional elements, at all times

Our Colors Our colors are part of our personality. We’re bright, bold, colorful and adventurous. They reflect the spirit of Project AWARE®.

Community Engagement We know the ocean is a myriad of colors, but we like to stick with these... These colors should dominate every piece of marketing material that is published for community engagement. Theyâ&#x20AC;&#x2122;re designed to captivate and engage. Primary blue Pantone 3015 C C 100 M 51 Y 18 K 6 R 0 G 96 B 156 # 00609C

Secondary blue Pantone 2995 C C 81 M 8 Y 1 K 0 R 0 G 167 B 225 #00A7E1

Accent grey Pantone Cool Gray 4 C C 30 M 22 Y 23 K 3 R 187 G 187 B 187 # BBBBBB

Color ratio It’s all about balance... Use this chart as a guide in balancing the primary and secondary colors for all Project AWARE® branded materials. The core blue should be dominant across all materials for print and digital.

Additional colors Community engagement is about more than a blue ocean... In some cases, Project AWAREÂŽ will be engaging people in conversation on a variety of aquatic issues and solutions, such as seagrass restoration or coral reef projects. In order to distinguish between subject matters, these colors may also be used. The primary blue should always be dominant however. These colors should never appear on policy documents. Green Pantone 375 C C 50 M 0 Y 100 K 0 R 147 G 213 B 0 #93D500

Coral Pantone 1925 C C 0 M 100 Y 53 K 0 R 231 G 0 B 76 #E7004C

Orange Pantone 151 C C 0 M 59 Y 94 K 0 R 255 G 131 B 0 # FF8300

Yellow Pantone 7406 C C 6 M 22 Y 100 K 0 R 243 G 195 B 0 #F3C300

Policy Occasionally, we need to go serious... These colors should be used for all marketing materials pertaining to policy and legislation. The purpose of these types of documents are not to evoke feelings of adventure, but to communicate important information in a clear, legible way. Primary blue Pantone 3015 C C 100 M 51 Y 18 K 6 R 0 G 96 B 156 # 00609C

Accent grey Pantone Cool Gray 4 C C 30 M 22 Y 23 K 3 R 187 G 187 B 187 # BBBBBB

ÂŠ Project AWAREÂŽ 2019 Brand book | 13

Additional colors Even serious documents sometimes need a lift... These additional colors can be used in policy documents when needed, as accents. This could be within a graph or diagram and boxout information for example. Should be used sparingly.

Blue Pantone 2995 C C 81 M 8 Y 1 K 0 R 0 G 167 B 225 #00A7E1

Pale Blue Pantone 635 C C 40 M 10 Y 11 K 0 R 162 G 217 B 231 #A2D9E7

Sandy Yellow Pantone 7550 C C 16 M 44 Y 100 K 5 R 211 G 144 B 0 # D39000

Warm Gray Pantone Warm Gray 1 C C 19 M 16 Y 20 K 1 R 213 G 209 B 203 #D5D1CB

Our Typeface We love a wavy line, for obvious reasons. However, it’s important that our communications remain clear, legible and consistent.

Headlines Our corporate typeface is Hermes FB Black, not that any of us walk around in suits that often...

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz Hermes FB Black is clean, clear, bold and modern. Perfect for creating an impact. Should be used for titles and preferably in the brand blue. Size can vary depending on material but should never be less than 11pt. Anything less the typeface will become difficult to read. The leading will also need to be increased for lower-case letters, to ensure they sit comfortably on top of each other. However, as it should only be used in titles, there rarely should be multiple lines. The larger the point size, the tighter the kerning will need to be to keep consistent space between letters.

Body Our body typeface is DIN, the perfect companion to Hermes FB Black...

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz DIN is all about clarity. It’s restrained, elegant and a little more serious than Hermes. This is for all the important information.

Something a little extra When we need some decorative flair...

ABCDE F GHI JKLM NOP QRST U V WX YZ abcdefghijklm nopqrstuvwxyz Where documents need a little lift, this snazzy typeface can be used. Itâ&#x20AC;&#x2122;s called Angelface. Specifically, when there is a great deal of copy, there are infographics and iconography involved in the design, this little number will give the page a boost and add a little dash of personality. It should be used sparingly and ideally for individual words and not whole sentences, where it can begin to be difficult to read. There will be samples of use later on in this document. It should not be used on any policy documents. Policy documents should remain clear, simple and legible.

Type. Online As we all know, what happens in print, can’t always happen online...

Aa ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz Calibri should be used for all correspondence online if the corporate typefaces are unavailable. Calibri is also available in bold, which should be used for headlines.

How to write our name It would be rude not to do it right... When referring to Project AWARE® in any written documents, correspondence or marketing materials, the AWARE® should be displayed in capital letters with the registered trademark symbol in superscript. When Project AWARE appears multiple times on the same document or online page, only the first iteration needs to display the registered mark. This rule also applies to any other program names or taglines owned by Project AWARE. This should happen consistently and without fail to enhance brand recognition and raise awareness.

Copyright Now for the boring legal bit... Project AWARE® publications should have the copyright statement placed on all published materials such as leaflets, posters, reports and infographics. The statement should be in a smaller font-size to the main body of content and in the following format, with the year of publication included: © Project AWARE® 2019

Our Images When we use imagery, they are full of adventure, bold and real. The images should capture people or sea creatures and their natural habitat.

ÂŠ Project AWAREÂŽ 2019 Brand book | 21

Photography Consideration of the audience is very important... We collaborate, co-create and partner with individuals, governments, NGOS, and businesses who share our values and vision for a clean, healthy ocean. All imagery should resonate with our audience and communicate our values and goals. Where possible, images should include our organisations collaborators doing what they do best, where they do it best. People

Environment

New imagery

Images should be high resolution, always. Do not use anything low resolution as it will devalue our brand.

Images should always been in full color, never black and white.

There may be times when you wish to commission your own photography or buy photography from a stock photography library.

Choose imagery that communicate a positive outcome, with smiling faces. Don’t worry! Later on in the document, we’ll show you how to implement photography, type, color and illustration into various marketing materials.

All photos used by Project AWARE® online and in print - need to follow best practice as outlined in the 10 Tips for Divers to Protect the Ocean Planet and the Responsible Shark and Ray Tourism: Guide to Best Practices.

Images of the environment and under the ocean should always include, where possible, a species or a diver, or ideally both. Although ocean scenes are pretty, we’re a ‘doing’ organisation so we like to show action, adventure and impact (positive or negative) wherever we can. We sometimes use hard hitting images of the impact of marine debris or shark finning on wildlife to create an emotion and encourage action.

When that urge strikes you, then ask yourself these questions: • Does the image feel natural, observed and shot on a real location (as opposed to in a studio)? • Is the image full color? • Does the image feel unique and not like a stock shot? • Do the people in the image feel approachable, friendly and look like a group you’d like to meet? If you answer “Yes!” to all these questions, congratulations! You have found yourself an image to use.

Community Action

Adventure

Species and Issue

Iconography Just like the ocean, we donâ&#x20AC;&#x2122;t do straight lines... Our iconography style aligns with our personality and echoes the adventurous nature of our organisation. We like to use icons to break up large sections of text, bring focus and attention to certain information and add a dash of personality to our marketing materials. The communications team have access to a wider bank of icons so should you need a specific icon, please get in touch, do not attempt to create yourself as it is important that the style and color is consistent. Icons should not be used on any policy documents.

DONATE

Letâ&#x20AC;&#x2122;s Blend Now youâ&#x20AC;&#x2122;re familiar with how we use imagery, type and color, letâ&#x20AC;&#x2122;s get down to the process of pulling it all together, into some engaging, impacting and original marketing design.

Infographics Now for the fun part... Infographics are graphic visual representations of information, data or knowledge intended to present information to the audience quickly and clearly. We use them for this exact purpose. Whatever data we’re dealing with, it doesn’t have to be dull! Infographics should be used where possible to highlight important information, break up bulky copy, to convey a message and for statistics and facts communicated via social media posts. When creating infographics, they should all follow the same color guides, type styles and line art styles outlined in this book.

Infographic examples Hereâ&#x20AC;&#x2122;s some we made earlier...

Smooth lines

Adventurers

participated in 150K+ conservation actions across the globe

We created the 1st Underwater marine debris survey

Built a community of 180K+ adventurers

Dive D

m la Use of existing icon design

Brand type style Hermes FB Black for titles

6K Divers taking action in 70 countries around the globe

Removed 1 Million pieces of trash from the ocean

e Against Debris®

mobile app aunched

Use of the primary brand color and accent grey

Rallied 120K+

divers & ocean enthusiasts to bring historic safeguards for sharks and rays

Use of brand font DIN for body text

Infographic examples Continued..

Sometimes infographics will be accompanied by text. This should be placed near the graphic but with enough space that it doesnâ&#x20AC;&#x2122;t encroach or distract.

vuln era bl e sharks &r ay

s cie e sp s

Healthy Ocean

Itâ&#x20AC;&#x2122;s okay to make use of the additional colors, but be sure the brand blue is the dominant color, always.

lution pol ine debris ar m stic pla

Clean Ocean

The suite of icons created for the organisation should be used where possible. When new icons are needed for a specific message, be sure they fit with the existing icons styles before placing them into a new infographic design.

Local

Action: Fins On

National

Policy

A return to a clean, healthy ocean

Community

International

ÂŠ Project AWAREÂŽ 2019 Brand book | 35

Print Design With all the guidelines put in place, building an engaging print design should be straightforward. But just in case, here are some examples of how to incorporate the brand assets and make an impact.

Design Tips If in doubt, come back and have another gander... As a rule, we love a clean, crisp white background for any print design. It doesn’t distract from the important information and allows the icons and illustrations to draw the eye. However, there can be exceptions. For example, if you’re producing a multi-page document, we should evoke the spirit of adventure and mix things up a bit. You can see from the following designs, that they can easily be reversed. Where there will appear multiple pages, be sure to add one or two pages with a full-color background to add some diversity. These full-color pages should be illustration heavy pages or title pages and not blocks of text, large amounts of small body copy on a color background isn’t as legible. A good example is this document, where we have reversed the color for certain pages.

Other points to consider... The Logo The logo should appear on all pages, along with the web address. An exception would be a brochure document or multi-page leaflet The Brush Stroke This decorative device should appear on every published piece of marketing material. It’s a handy device to separate information, such as titles and body copy Icons Remember to use the illustrations where possible, either as decoration or to punctuate and visualize a title

Color Make sure the brand blue is always prominent, but feel free to use the accent colors to highlight important information, or to break up lengthy titles White Space White space is our friend, so don’t crowd it. It’s tempting to pack a page with as much information as possible but really, the more space surrounding the information, the more an interested eye is drawn to it. Ensure there’s a reasonable amount of space between columns, between titles and sub-titles and of course, our precious logo. We want people to see it, instantly

Photography Certainly, photography will play a huge role in some marketing materials. When this is necessary for a photograph to appear, there are two choices. Either, the photograph is the star of the show, or it appears with other photographs with an illustrative framing device to ensure that it fits with the illustrative style of the other materials. Examples to follow

10 Tips Diver Pledge Hereâ&#x20AC;&#x2122;s some we made earlier...

5 Ways Poster Clean, clear and spacious is the order of the day...

5 Ways Poster Continued Mixing things up with a color reverse...

Checklist Use color to divide information...

Checklist reversed Here we go again...

Advert Design Can you see the theme...

AWARE Week Make photography the star of the show...

AWARE Week When one just isn’t enough...

Annual Report Letâ&#x20AC;&#x2122;s share all the good news... Our annual report is a perfect opportunity to bring all the elements of the brand book together in an engaging and informative way. Data doesnâ&#x20AC;&#x2122;t have to be dull. Present information with infographics and illustrative icons where possible to make sure itâ&#x20AC;&#x2122;s readable, digestible and above all, an adventure to read.

Digital Design As with all the print marketing materials, digital design should follow the same rules and themes. Consistency is key. Whoever is looking, wherever theyâ&#x20AC;&#x2122;re looking, it should be obvious that Project AWAREÂŽ are the authors and that the message is the same

Web Let’s make a splash...

The website should always be a beautiful blend of photography and illustration. It’s bold, bright and commands attention, just like our print marketing. When creating a design for print marketing, for example, a poster for AWARE Week, the same graphics and style should be applied to any online images advertising the same thing.

Social Media Letâ&#x20AC;&#x2122;s make a splash... Our social media channels should be consistent and reflect the new style of graphics. Tone of voice should also be consistent across all media. Cover images should be changed regularly to reflect any campaigns in progress or special events.

Powerpoint Presentations should be engaging... Our Powerpoint template has been created in a way that all the colors and typefaces have been loaded into the document and page styles designed. Should you need to use the Powerpoint, just choose your style for the page and replace the text and images.

Where Conservation Meets AdventureSM

ÂŠ Project AWAREÂŽ 2019 Brand book | 51

Our Stationery Our stationery should encourage the receiver to take action, either by replying directly, visiting the website or contacting us via social media.

Let’s write... Letters and business cards When communicating with traditional stationery, we always want the individual, business or organisation to receive something bold and exciting that they will want to open and read with excitement.

Business cards are a great way to introduce yourselves and the organisation. Simplicity is key, too much information can overwhelm.

Our Merch We have a range of merchandise available for supporters and adventurers to buy online. The more we can encourage these purchases, the more our brand awareness will develop.

Flags & Mesh Bags Fly the flag for Project AWARE®... We encourage our adventurers to take this lightweight flag and mesh bags with them on every dive to take action, show their support for conservation and affiliation with our organization.

Clothing & accessories Wear for Project AWARE®...

Our Partners We operate two partner initiatives that each have their own dedicated branding and marketing materials.

100% AWARE For registered partners of Project AWARE®... 100% AWARE partners support a clean, healthy ocean by making a donation on behalf of each certified PADI student to Project AWARE®. Registered partners will receive a marketing toolkit for promotional use.

Adopt a Dive SiteTM For registered partners of Project AWARE®... Adopt a Dive Site urges scuba diving leaders around the globe to engage in ongoing, local protection and monitoring of our underwater playgrounds. Registered partners will receive a marketing toolkit for promotional use.

Partners

Assets can only be used by registered Adopt A Dive SiteTM participants of Project AWARE®

Thank You! Go forth and tell the world about us... Thank you for taking the time to familiarise yourself with our brand. Consistency is key and itâ&#x20AC;&#x2122;s important that any marketing and promotional material follow these guidelines accurately to maximise brand awareness and make Project AWAREÂŽ a successful, world-changing organisation.

Our Offices Where you can find us... United States Office

30151 Tomas, Suite 200 Rancho Santa Margarita, CA 92688 +1 949-858-7657

United Kingdom Office

The Pavilions Bridgwater Road Bristol BS13 8AE United Kingdom +44 117-300-7313

Australia Office

Unit 3, 4 Skyline Place Frenchs Forest, Sydney, NSW, 2086 Australia + 61 2-9454-2890

Japan Volunteer Office

1-20-1, Ebisu-Minami, Shibuya-Ku, Tokyo 150-0022 Japan +81 3-5721-1731

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