BRAND GUIDELINES
WHAT DOES
UMATI STAND FOR?
A project by iHub Research, the Dangerous Speech Project at the World Policy Institute and Ushahidi- a collection of inflammatory speech posted online by Kenyans, is being documented in what is seen as the first project of its kind worldwide. Umati was birthed out of the influence social media is seen to have had on the 2007/8 post election violence, and runs between September 2012 and May 2013. The Umati project seeks to identify and understand the use of dangerous speech in the Kenyan online space, in order to find and use non-government ways to reduce its effects of violence on the ground. To this end, we have created NipeUkweli - an outreach ef- fort to debunk inciteful myths and reduce the possible effects of dangerous speech.
lOGO BRANDING
LOGO STACKED CONFIGURATION
Signature
Logotype
Brandmark
SIGNATURE COLORS AND USAGE To increase flexibility, we’ve developed a suite of signatures to meet graphic needs. But our Umati Brandmark wants to add a little color to theworld, so use the full color signature whenever possible.
Sometimes, when printing or reproducing the signature, you may have to use one of the one-color variations. And that’s OK. Even though we want you to use the gradient signature when you can, legibility is the top priority.
Full color
Full color
One-color positive (60% Black)
One-color reversed
Full color brandmark, reversed logo
Full color brandmark
One-color reversed
One-color reversed brandmark
PRIMARY LOGO DONT’S
umati All black (use gray as secondary logo)
monitoring online hate speech
Altered fonts
.COM
Added URL into the logo
umati
MONITORING ONLINE HATE SPEECH
Altered kerning (spacing between letters)
MONITORING ONLINE HATE SPEECH
Off color palette
Rearranged components
Stretched or distorted
Scaled components
Dropshadow
Outlines
Box or border
Background image bad for legibilityark