G R E E N P E AC E V I S U A L S TA N D A R D S M A N U A L
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G R E E N P E AC E V I S U A L S TA N D A R D S M A N U A L
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Greenpeace Visual Standards Manual First published in 2016 Š Yun-Chih Chung
www.defiantaction.com
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THE TABLE OF CONTENTS
08 12 16 20 < VISUAL STANDARDS MANUAL >
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001
OUR DEMEANOR
001-1
THE NEW LOGO
001-3
LOGO ANATOMY
001-5
INCORRECT USES
14 18 16
001-2
LOGO COMPOMENT
001-4
CLEAR SPACE
001-6
MARK DIMENSION RESTRICTIONS
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24 26 38 PA G E 0 0 7 2
002
OUR NEW LOOK
002-1
COLOR PALETTE
28
002-2
TYPOGRAPHIC STANDARDS
002-3
CORPORATE BUSINESS SYSTEM
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GREENPEACE
We do not need magic to change the world, we carry all the power we need inside ourselves already: we have the power to imagine better.
—— J. K. ROWLING A British novelist, screenwriter and film producer best known as the author of the Harry Potter fantasy series.
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001-1
OVERVIEW
O U R D E M E A NOR The new mark represents the rebirth of Greenpeace. It expresses the importance of environment and the spirit of brave individuals, through the symbol of leaf and shield. It looks Strong, bold, and sharp.
N DD AA RR DD SS GMUAINDUEA L> > < V I S U A L S T AA N
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001
THE NEW LOGO LOGO COMPOMENTS LOGO ANATOMY CLEAR SPACE INCORRECT USES DIMENSION RESTRICTIONS
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001-1
THE NEW LOGO
The new mark represents the rebirth of Greenpeace. It’s a mixture of various inspirations, including a hidden letter “G”, a shield, a wave, and a circle.
The letter G and the shield were the major source of inspiration and a large part of the mark. The letter signifies green and the organization’s name. It reflects its eco-friendly philosophy and its focus on the environment. We show the letter in a cryptic way to emphasize the new vision of Greenpeace, which is to embrace technology to perform virtual actions. Therefore, we use a hidden letter G to represent our new stealthy and provocative style.
SHIELD
WAV E
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On the other hand, the shield is a symbol of security. Greenpeace believes, through the courage to remain defiant, we can protect our environment from destruction and lead people to a better world.
green
We use negative space to indicate a symbol of wave. Greenpeace acts to change attitudes and behavior, and the wave reflects our spirit of bravery and action in the past. Besides, we symbolizes our old mark to a circle to represent earth, sustainability, health, peace, balance and stability.
world
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LOGO COMPOMENTS
The Greenpeace logo consists of a symbol and a simple wordmark that features the organizationâ&#x20AC;&#x2122;s name in an inspiring and engaging way. It shows the organizationâ&#x20AC;&#x2122;s new vision and keeps the soul of its past. This two components can be divided into a symbol or a wordmark and will be used for distinct purposes depending on the design situations in order to more accurately reflect the values, ambitions, and distinct characteristics of the organization.
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WORKMARK
S I G N AT U R E
SYMBOL
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001-3
LOGO ANATOMY
Considering the proportion and symmetry, the
The measurement the signature logo is determined
new logo has been meticulously calculated and
by the x-height of the circle in the component of
crafted to be well balanced logo with consistent
symbol and is proportional regardless of logo size.
curves and arcs.
The closer look to the symbol.
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The closer look to the wordmark.
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X =X
11 X
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3 X
5 X
11 X
=X
5 X
7 X 3 X
18 X
3 X
3 X 3/4 X 3 X
26 X
X = Dia m e te r o f the circle
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001-4
CLEAR SPACE
WORDMARK
There must always be sufficient space surrounding the logo to avoid competition from other visual elements and maintain its visual impact. To create maximum impact, keep the space around the Greenpeace mark free from other text and graphics. The clear space on each side of the mark should always be equal to the x-height of the logo.
SYMBOL
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X
1/4X
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X X 1/4X
1/4X
X
1/2X
X
1/4X 4.5X
X X
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INCORRECT USES
Inconsistent use of our logo detracts from our brand equity and recognition. Altering or recreating our logo in any way negates the consistency we strive to achieve. The examples below illustrate some incorrect uses of our logo.
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[001]
Drop shadow
[002]
St retch or alter
[002]
Rot ate
[004]
Tra nsparent
[005]
O ut line
[006]
C ropping
[007]
Up s ide do wn
[008]
Pl a c e type o f side
[009]
C ol o r split
[010]
C on trast
[011]
Font uses
[012]
Gradient
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[011]
[012]
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MARK DIMENSION RESTRICTIONS
We think ahead for the different uses of the mark. We follow the diagram to determine which mark to use in different mediums or different size of work depending on its width and length requirements.
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LARGER THAN 1 INCH
SMALLER THAN 1 INCH
SMALLER THAN A HALF INCH
SMALLER THAN A QUARTER INCH
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001-1
OVERVIEW
O U R N E W LOOK The new mark represents the rebirth of Greenpeace. It expresses the importance of environment and the spirit of brave individuals, through the symbol of leaf and shield. It looks Strong, bold, and sharp.
N DD AA RR DD SS GMUAINDUEA L> > < V I S U A L S T AA N
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COLOR PALETTE TYPOGRAPHIC STANDARDS NEW LOOK
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COLOR PALETTE
Consistent color usage ensures maximum brand recognition. The four colors are the foundation of the brand and should always be used properly to reinforce brand equity.
[ 01 ]
[ 02 ]
[ 03 ]
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ENVIRONMENT
TECHNOLOGY
JUSTICE
VIRTUAL
GREEN
BLUE
BLACK
G R AY
CMYK
[ 40/0/30/0 ]
[ 50/0/30/0 ]
[ 70/70/70/70 ]
[ 0/0/0/10 ]
RGB
[ 128/196/178 ]
[ 0/20/82 ]
[ 23/23/23 ]
[ 230/230/230 ]
PMS
[ 352 U ]
[ 274 U ]
[ Black U ]
[ Cool Gray 1U ]
HEX
[ #99FFCC ]
[ #001452 ]
[ #171717 ]
[ #E6E6E6 ]
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TYPOGRAPHIC STANDARDS
Typeface 1 < Stolzl > The typography system for the rebranding of Greenpeace is consists of using Stolzl font as a body text typeface and quotes. As a strongly modernist interpretation, stripped of the primary stylized attributes, Stolzl font family is highly readable in print and on screen. It help to create a mood and tone for Greenpeaceâ&#x20AC;&#x2122;s inspiring voices and bold statement.
Stolzl < VISUAL STANDARDS MANUAL >
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< Stolzl > Bold
AB CDEFGH IJKLMN OP Q RSTUV WX Y ZÅ ÄÖ a b cdefghi jk lmn å ä ö o p q rs t u vw x yz( ) []& ? ! 1 2 345 678 9 0., :; - _’ /<> < VISUAL STANDARDS MANUAL >
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Stolzl < Bold >
ABCDEFGHIJKLMN OPQRSTUV WXYZÅÄÖ abcdefghijklmnåäö opqrstuvwxyz()[]&?! 1234567890.,:;-_’/<>
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Stolzl < Regular >
AB C D E F G H I J KLM N OPQRST U V W XY ZÅ ÄÖ abcd e fg h i j kl m n å ä ö o pqrs t u v wx y z ( ) [ ] &?! 12 3 4 567 8 9 0. , : ; - _ ’ /< >
Stolzl < Light >
A BCD E F GH IJ K L M N OPQRSTU V W X Y Z Å ÄÖ abc d e fg hi j k l m n å ä ö opqr s t u v wx y z ( ) [ ] & ? ! 1 23 4 5 678 9 0., :; - _’ / < >
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Typeface 2 < Blender Pro > Blender Pro is a geometric sans-serif typeface based on square shape. The characteristic is extremely geometric and angular, even for the geometric sans genre. It creates a mood and tone of revolution and innovation that really fit the new direction of Greenpeace.
Blender [Pro] < VISUAL STANDARDS MANUAL >
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GREENPEACE IS E ABILITY TO PERFO SURVEILLANCE ON ENVIRONMENTAL AND VIRTUAL ACT TECHNOLOGY. WE THE ROOT CAUSE P A G E 0 03 3 2
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( Blender Pro ) Bold
A BCDEF GH IJ K L M N O P QRSTU VW X YZ ÅÄÖ a b c d efghijklmn å äö o pq rst u v wxyz () [ ] &? ! 1 2 3 4567890 .,:;- _ ’/ <>
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Blender Pro ( Bold )
ABCD EFGHI J K L MN OPQR S T U V W XY ZÅ Ä Ö abcdef ghij k l m nå äö opqrstuv w x y z ( )[] & ? ! 123456 7 8 9 0 . , : ; - _ ’ / < >
G
Blender Pro ( Medium )
A BCDEF GH IJK LM N O PQ R S T UV W X Y Z ÅÄÖ abcdefg hi jk l mn å ä ö opqrstu vw xy z ( )[ ] & ? ! 123456 7 8 9 0 . , : ; -_ ’/ <>
Blender Pro ( Book )
ABCDEF G HI JK LM N O PQ RST U V W XY Z Å Ä Ö abc def g h i jklm nå ä ö opqrst u v w x yz ()[] & ? ! 123456 7 8 9 0 .,:;- _ ’ / <>
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002-3
CORPORATE BUSINESS SYSTEM
The business collateral for Greenpeace is meant to be an introduction to the brandâ&#x20AC;&#x2122;s identity. Colors on the mark and logotype system will be changed depending on what section of the brand are representing. The design is integrated with our corporate visual that are the new Greenpeace color scheme, typography style and hacker graphic elements.
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Copyright Š 2016 Yun-Chih Chung
chung.yun.chih@gmail.com www.chungyunchih.com This book is a non-commerial project for education purposes and is not intented to represent the Greenpeace brand.
Design / Yun-Chih Chung Class / Nature of Identity Professor / Hunter Wimmer Photography / Camille Seaman All rights are reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, recording, photocopying or otherwise, without prior permission of Yun-Chih Chung.
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