Brand standards manual

A FRESH
APPROACH

Brand Standards Manual version 2. November 2009.

 Brand Standards Manual

7KLV%UDQG6WDQGDUGV0DQXDOLVDQ$GREH$FUREDW3')ÀOHDQGLVEHVWYLHZHGZLWK$GREH5HDGHU
RQ:LQGRZVRU0DFLQWRVKFRPSXWHUV:HUHFRPPHQGGRZQORDGLQJWKHÀOHWR\RXUFRPSXWHU
UDWKHUWKDQYLHZLQJLWZLWKLQ\RXUEURZVHUZLQGRZ7DEOHRI&RQWHQWVHQWULHVDUHOLQNHGWRWKHLU
UHVSHFWLYHSDJHVDQGHDFKSDJHLQFOXGHVDOLQNEDFNWRWKH7DEOHRI&RQWHQWVDQGWKHEHJLQQLQJRI
the section.

7KLVLV9HUVLRQRIWKH&KLOG)XQG,QWHUQDWLRQDO%UDQG6WDQGDUGV0DQXDO1RYHPEHU7KH
PRVWFXUUHQWYHUVLRQRIWKHPDQXDOLVDYDLODEOHRQOLQHRQWKH+XEXQGHU%UDQG&HQWHU

7KHODWHVWYHUVLRQRI$GREH5HDGHULVDYDLODEOHDWKWWSJHWDGREHFRPUHDGHU
Table of contents

1-1 Section one: brand position 8-1 Section eight: business materials
1-2 Brand Position 8-2 2YHUYLHZRI%XVLQHVV0DWHULDOV
8-3 /HWWHUKHDG
2-1 Section two: mission & values 8-6 (QYHORSHV
2-2 Mission Statement 8-7 %XVLQHVV&DUGV
2-2 Our Values 8-8)D[6KHHW
8-93RZHU3RLQW
3-1 Section three: logo & usage
3-2 &KLOG)XQG$OOLDQFH 9-1 Section nine: video
3-3 3ULPDU\/RJR 9-2 9LGHR7LSV
3-3 /RJR6L]H
3-3 &OHDU6SDFH 10-1 Section ten: web
3-3 /RJR)RQW 3URSRUWLRQV 10-2 :HE&RORUV
3-4 &KLOG)XQG8VHGLQ7H[W 10-2 7\SRJUDSK\
3-4 &KLOG)XQG6\PERO 10-2 Web Buttons
3-4 $SSURYHG/RJR&RORU9DULDWLRQV 10-3 Web Site
3-6 ,QFRUUHFW/RJR8VDJH 10-3 3KRWRJUDSK\

4-1 Section four: color palette 11-1 Section eleven: other examples
4-2 &KLOG)XQG,QWHUQDWLRQDO&RORUV 11-2 Publications
4-3 3ULPDU\&RORUV 11-4 $VVLJQPHQW3DFNDJHV
4-3 6HFRQGDU\&RORUV 11-5 *LIW&DWDORJV
4-3 &RORU)RUPXODV306&0<.5*% +70/ 11-6 Direct Mail
4-4 6SHFLDO0DWFK*UHHQ 11-9 (0DLO
11-11 $GYHUWLVLQJ
5-1 6HFWLRQoYHW\SRJUDSK\ 11-12 (PDLO6LJQDWXUH)RUPDW
5-2 Fonts 11-13 )ODJV
5-3 3ULQW7\SRJUDSK\ 11-14 6LJQDJH
5-3 :HE(OHFWURQLF7\SRJUDSK\ 11-17 :RUNLQJ:LWK2WKHU2UJDQL]DWLRQV
5-4 7\SRJUDSKLF([DPSOHV 11-20 T shirts

6-1 6HFWLRQVL[EUDQGVW\OHV 12-1 Section twelve: questions

6-2 3KRWRJUDSK\ 3KRWR7UHDWPHQWV 12-2 &RQWDFW,QIRUPDWLRQ
6-3 &RUUHFW8VHRI3KRWRJUDSK\
6-4,QFRUUHFW8VHRI3KRWRJUDSK\
13-1 6HFWLRQWKLUWHHQJORVVDU\
6-5 3KRWRJUDSK\7LSV
13-2 *ORVVDU\
6-6 7RQH 0HVVDJLQJ
6-7 9LVXDO(OHPHQWV
6-8'HVLJQ3ULQFLSOHV

7-1 Section seven: name usage

7-2 1DPH8VDJH
7-3 Name Structure

Brand Standards Manual version 2 i

BRAND
POSITION
Section one
Brand positioning 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Brand position

$FOHDUDQGFRQVLVWHQWJOREDOLGHQWLW\KHOSVEXLOGDQGGLIIHUHQWLDWH&KLOG)XQG,QWHUQDWLRQDODQGLWVEUDQG

7KLVPDQXDO
‡0DQGDWHVWKHVSHFLÀFIRQWVDQGFRORUVWKDWPXVWEHXVHG
‡2IIHUVJHQHUDOGHVLJQJXLGHOLQHVWRKHOSFUHDWHPDWHULDOVWKDWSURPRWHDSRVLWLYHFRQVLVWHQWDQGSURIHVVLRQDO
YLVXDOLPDJH
‡)RVWHUVDSURIHVVLRQDODQGFRKHVLYHYLVXDOLGHQWLW\IRU&KLOG)XQG,QWHUQDWLRQDOZRUOGZLGH
‡3URYLGHVSURSHUXVDJHRIWKH&KLOG)XQGQDPHDQGORJRDQGWKHGHVLJQRISULQWDQGHOHFWURQLF
communications.
‡([SUHVVHVRXUEUDQGFRQVLVWHQWO\DQGEXLOGVSXEOLFDZDUHQHVVRIRXUZRUNWRHQDEOH&KLOG)XQGWRIXOÀOOLWV
mission.

(DFKVWDIIPHPEHURI&KLOG)XQG,QWHUQDWLRQDOSOD\VDQLPSRUWDQWUROHLQEULQJLQJWKLVFRKHVLYHLGHQWLW\WROLIH
DQGLQPDLQWDLQLQJLWVLQWHJULW\E\DSSO\LQJLWFRQVLVWHQWO\WKURXJKRXWDOO&KLOG)XQGFRPPXQLFDWLRQVLQFOXGLQJ
LQSULQWSXEOLFDWLRQVHWF:HEGLVSOD\EURDGFDVWDQGHOHFWURQLFIRUPDWV

7KH&KLOG)XQG,QWHUQDWLRQDO%UDQG6WDQGDUGV0DQXDOZDVZULWWHQDVDFRPSDQLRQSLHFHWRWKH&KLOG)XQG$OOLDQFH
EUDQGPDQXDO%RWKDUHORFDWHGLQWKH%UDQG&HQWHURQWKH+XE7KH&KLOG)XQG,QWHUQDWLRQDO%UDQG6WDQGDUGV
0DQXDOGLFWDWHVWKHJOREDOUHTXLUHPHQWVIRUWKH&KLOG)XQGORJRDQG&KLOG)XQG$OOLDQFHORJR/RJRVIRU1DWLRQDO
DQG5HJLRQRIÀFHVDOVRDUHSRVWHGWRWKH%UDQG&HQWHU

Cynthia Price
'LUHFWRURI&RPPXQLFDWLRQV
&KLOG)XQG,QWHUQDWLRQDO

(p) 804 756 2722

(e)FSULFH#FKLOGIXQGRUJ
(s)&KLOG)XQGF\QWKLDSULFH

Brand Standards Manual version 2 

MISSION
VALUES
Section two
Mission values 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Mission statement

&KLOG)XQG,QWHUQDWLRQDOH[LVWVWRKHOSGHSULYHG
H[FOXGHGDQGYXOQHUDEOHFKLOGUHQKDYHWKHFDSDFLW\
WRLPSURYHWKHLUOLYHVDQGWKHRSSRUWXQLW\WREHFRPH
\RXQJDGXOWVSDUHQWVDQGOHDGHUVZKREULQJODVWLQJ
DQGSRVLWLYHFKDQJHLQWKHLUFRPPXQLWLHV

:HSURPRWHVRFLHWLHVZKRVHLQGLYLGXDOVDQG
LQVWLWXWLRQVSDUWLFLSDWHLQYDOXLQJSURWHFWLQJDQG
DGYDQFLQJWKHZRUWKDQGULJKWVRIFKLOGUHQ

Our values

3URPRWLQJSRVLWLYHRXWFRPHVIRUFKLOGUHQ

'HPRQVWUDWLQJLQWHJULW\RSHQQHVVDQGKRQHVW\
LQFOXGLQJVWHZDUGVKLSRIDOOUHVRXUFHV

8SKROGLQJWKHUHVSHFWDQGYDOXHRIWKHLQGLYLGXDO

&KDPSLRQLQJGLYHUVLW\RIWKRXJKWDQGH[SHULHQFH

)RVWHULQJFKDOOHQJHDQGLQQRYDWLRQ

3URDFWLYHO\FRQQHFWLQJDQGFROODERUDWLQJ

Brand Standards Manual version 2 

LOGO
USAGE
Section three
Logo usage 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

ChildFund Alliance

&KLOG)XQG,QWHUQDWLRQDOLVDPHPEHURI&KLOG)XQG
$OOLDQFHDQHWZRUNRILQGHSHQGHQWLQWHUQDWLRQDO
FKLOGGHYHORSPHQWRUJDQL]DWLRQVIRFXVHGRQ
LPSURYLQJWKHOLYHVRIFKLOGUHQOLYLQJLQSRYHUW\

:HDUHFRPPLWWHGWRUHFRJQL]LQJRXUPHPEHUVKLS
LQWKH&KLOG)XQG$OOLDQFHE\QRWLQJLWRQDOO
PDMRUH[WHUQDOFRPPXQLFDWLRQVPDWHULDOV

:KHQUHFRJQL]LQJRXUPHPEHUVKLSLQWKH$OOLDQFH
LQFORVHSUR[LPLW\WRRXUORJRSOHDVHXVHWKH
IROORZLQJFRS\´0HPEHURI&KLOG)XQG$OOLDQFHµ
7KLVVKRXOGEHSODFHGXQGHUWKH85/ZKHQSRVVLEOH

2WKHUZLVHZKHQUHFRJQL]LQJRXUPHPEHUVKLSSOHDVH
XVHWKHORJRRIWKH&KLOG)XQG$OOLDQFHRQWKHEDFN
RIDGRFXPHQWRUDWWKHERWWRPRIDGRFXPHQW

Brand Standards Manual version 2 

Logo usage 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Wordmark

Symbol Locator Registration Mark

3ULPDU\ORJR

7KH&KLOG)XQG,QWHUQDWLRQDOORJRFRQVLVWVRIWKUHHHOHPHQWVWKHZRUGPDUNV\PERODQGORFDWRU$OOHOHPHQWVPXVWDSSHDU
WRJHWKHUWRIRUPWKHORJR7KHUHJLVWUDWLRQPDUNLVQRWUHTXLUHGRQDOOXVHVRIWKHORJR+RZHYHULWPXVWEHXVHGRQWKHÀUVW
XVDJHZLWKLQDGRFXPHQW7KHORJRVIRUDOO5HJLRQDODQG1DWLRQDO2IÀFHVDUHSRVWHGRQWKH+XEXQGHUWKH%UDQG&HQWHU

Print 2QOLQHVFUHHQ
Logo size

7RHQVXUHWKHEHVWUHSURGXFWLRQGRQRWUHSURGXFH
WKHORJRDQ\VPDOOHUWKDQWKHPLQLPXPVL]HDV
LOOXVWUDWHGKHUH7KHUHDUHWZRIRUPDWVGLVSOD\HGRQH
LQ 95
IRUSULQWDQGWKHRWKHUIRURQOLQHDQGVFUHHQGLVSOD\

Clear space

,QRUGHUWRNHHSIURPFURZGLQJWKHORJRDPLQLPXP
FOHDUVSDFHHTXDOWRWKHVL]HRIWKHORZHUFDVH´Qµ
RIWKHORJRPXVWEHPDLQWDLQHG1RWH[WRUJUDSKLFV
VKRXOGEHSODFHGZLWKLQWKLVFOHDUVSDFH

Logo font and proportions

7KHIRQWXVHGIRUWKHZRUGPDUNLV5RWLV6DQV6HULI
%ROGDQGWKHORFDWRUIRQWLV5RWLV6DQV6HULI
5HJXODU7KHGLDJUDPWRWKHULJKWLOOXVWUDWHVWKHIRQW
KHLJKWSHUFHQWDJHVIRUWKHZRUGPDUNDQGORFDWRU
7KHORFDWRUVKRXOGEHRIWKHZRUGPDUN
IRQWVL]H

Brand Standards Manual version 2 

Logo usage
ChildFund used in text
,IWKHRUJDQL]DWLRQQDPHLVXVHGLQWH[WRUERG\
FRS\GRQRWLQFRUSRUDWHWKHFKLOGV\PERO
RUORJRW\SH7\SHWKHQDPHDV&KLOG)XQGRU
&KLOG)XQG,QWHUQDWLRQDO7KHUHJLVWUDWLRQPDUNLV
QRWUHTXLUHGLQWH[WFRS\DIWHUWKHÀUVWXVDJH
Approved logo color variations
3ULPDU\ORJR
Reversed logo
7KHUHYHUVHGORJRPD\QRWEHXVHGLQDEODFN
DQGZKLWHGRFXPHQW
Brand Standards Manual version 2
7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ
&KLOG)XQGV\PERO
7KH&KLOG)XQG´FKLOGV\PEROµFDQQRWEH
GLVSOD\HGRXWVLGHWKH&KLOG)XQGORJR,WLV
neverWRVWDQGDORQHRUEHXVHGDVDQ\W\SHRI
GHVLJQHOHPHQWRXWVLGHWKH&KLOG)XQGORJR
Black & white logo
*UH\VFDOHORJR
7KHVFUHHQIRUWKHJUH\VFDOHORJRLVEODFN

Logo usage 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

&RXQWU\VSHFLoFORJR Regional logo

Exceptions

Brand Standards Manual version 2 

Logo usage 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Incorrect logo usage

1HYHUDOWHURUGLVWRUWWKHORJRDQGQHYHUSODFHWKHORJR
RQDFRPSOH[RUSDWWHUQHGEDFNJURXQG

1HYHUVNHZRUGLVWRUWWKHORJR 1HYHUFKDQJHWKHFRORURIWKHFKLOGV\PERO

1HYHUURWDWHWKHORJR 2QO\WKHDSSURYHG&KLOG)XQGORJRFRORU
schemes can be used

International

7KHORJRPD\QRWDSSHDURQDSKRWRJUDSKLFRU 'RQRWXVHDQRQ&KLOG)XQGORJREHVLGH
FRORUHGEDFNJURXQGH[FHSWZKHQXVHGDVWKHUHYHUVH WKH&KLOG)XQGORJRLQHTXDOVL]H
ORJRDQGWKHQRQO\DJDLQVWWKH&KLOG)XQGJUHHQ

1RW\SRJUDSK\HIIHFWVHJVKDGRZVRUER[HVPD\

EHXVHGLQFRQMXQFWLRQZLWKWKHORJR

Brand Standards Manual version 2 

COLOR
PALETTE
Section four
Color palette 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

ChildFund International colors

7KHQHZ&KLOG)XQG,QWHUQDWLRQDOFRORUSDOHWWHXVHVD I\Xc=XZkfi
ÀHOGRIJUHHQRUZKLWHWRSSHGE\DEDURISULPDU\JUHHQ ;\jZi`gk`m\:fgp

ZLWKODUJHEROGKHDGOLQHV

&KLOG)XQG3ULPDU\*UHHQLVXVHG 9FC;
FRQVLVWHQWO\DFURVVDOOWRXFKSRLQWV7KH
&KLOG)XQG,QWHUQDWLRQDOORJRLVIHDWXUHG ?<8;@E>
=lik_\i[\kX`c]fccfn`e^
ZLWKLQWKHGDUNJUHHQDUHDRU7UXWK k_\[\ZcXiXk`m\_\X[c`e\%
%DU

&KLOG)XQG6HFRQGDU\*UHHQDQG7HUWLDU\
*UHHQDLGLQFUHDWLQJGLYHUVLW\DFURVVDOO
WRXFKSRLQWVDQGKHOSFHPHQW&KLOG)XQG I\Xc=XZkfi
;\jZi`gk`m\:fgp

,QWHUQDWLRQDODVDJUHHQGRPLQDQW
brand.

:KLWHFDQEHXVHGWRDVVLVWLQPDNLQJ
9FC;
?<8;@E>
KHDGOLQHVVWDQGRXWRUSURYLGHDWKLUG
´FRORUµWRZRUNZLWKLQWKHJUHHQSDOHWWH
=lik_\i[\kX`c]fccfn`e^
k_\[\ZcXiXk`m\_\X[c`e\%

I\Xc=XZkfi
;\jZi`gk`m\:fgp

9FC;
?<8;@E>
=lik_\i[\kX`c]fccfn`e^
k_\[\ZcXiXk`m\_\X[c`e\%

Brand Standards Manual version 2 

Color palette 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

3ULPDU\FRORUV

Pantone &0<. 5*% +70/

&RDWHG8QFRDWHG )XOO&RORU3ULQWLQJ +H[DGHFLPDO

&KLOG)XQG 3DQWRQH& & 5 007A45

3ULPDU\ 3DQWRQH8 M4 *
*UHHQ < B 69
.

&KLOG)XQG 3DQWRQH& & 5 7AB800

6HFRQGDU\ 3DQWRQH8 M0 *
*UHHQ < B0
.

&KLOG)XQG 3DQWRQH& & 5 &&'&

7HUWLDU\ 3DQWRQH8 M0 *
*UHHQ < B0
.

Special Match Green

7KH6SHFLDO0DWFK*UHHQLVDIRUPXODGHYHORSHGIRU
XQFRDWHGSDSHUWRPDWFK306RU&KLOG)XQG
3ULPDU\*UHHQRQFRDWHGVWRFN7KLVFRORUIRUPXOD
LVDJXLGHDVLWPD\EHDGMXVWHGGHSHQGLQJRQWKH
LQNFRPSDQ\SDSHUHWFEXWLWSURYLGHVDEDVLVIRU
vendors.
6SHFLDO
0DWFK*UHHQ

Drier 3.00%
<HOORZ 22.70%
*UHHQ 67.55%
Process Blue 4.50%
%ODFN 2.25%

Brand Standards Manual version 2 

Color palette 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

6HFRQGDU\FRORUV

White 1$ 1$ 1$ FFFFFF

*UH\ 3DQWRQH&RRO*UH\ & 5 '(

M2 *
< B 116
.

%ODFN 3DQWRQH%ODFN & 5 000000

M 13 *
< B6
.

2UDQJH 2UDQJH306& & 5 FD9000

M 41 *
< B0
.

<HOORZ <HOORZ306 & 5 5F420D

M 34 *
< B 50
.

Brand Standards Manual version 2 

TYPOGRAPHY
6HFWLRQoYH
7\SRJUDSK\ 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Fonts

7RKHOSFUHDWHDFOHDUDQGFRQVLVWHQWEUDQGIRU&KLOG)XQG,QWHUQDWLRQDODVHOHFWLRQRIW\SHIDFHVLVUHFRPPHQGHGIRUDOO
communications.

,IQHHGHGIRQWOLFHQVHVIRU+HUPHVDQG$YDQW*DUGHZLOOEHSXUFKDVHGE\WKH,7'LYLVLRQIRU,252VDQG12VKRZHYHU
HDFKRIÀFHLVUHVSRQVLEOHIRUWKHFRVW3OHDVHPDNHUHTXHVWVIRUWKHQHHGHGIRQWVWRWKHHPDLODGGUHVV´,73XUFKDVHV#
FKLOGIXQGRUJµDWWKH,QWHUQDWLRQDO2IÀFH

:HKDYHSURYLGHGORJRVIRUWKH5HJLRQDODQG1DWLRQDORIÀFHV7KH\DUHDYDLODEOHRQWKH+XE·V%UDQG&HQWHU52VDQG
12VVKRXOGQRWQHHGWRSXUFKDVHIRQWVXQOHVVGHVLJQLQJDSXEOLFDWLRQ&HQWXU\*RWKLFZKLFKLVDSSURYHGIRUERG\WH[WLV
DYDLODEOHDVSDUWRIWKH0LFURVRIWVRIWZDUH

3ULQWW\SRJUDSK\

+HDGOLQHVVXEKHDGV %RG\&RS\
+HUPHV%ROGDQG+HUPHV%ODFNDUHWKHSULPDU\ ,7&$YDQW*DUGH*RWKLFLVWKHSULPDU\W\SHIDFHIRU
W\SHIDFHVIRUXVHLQKHDGOLQHVDQGVXEKHDGV ERG\WH[WLQSULQWHGPDWHULDOV

Hermes Bold ,7&$YDQW*DUGH*RWKLF%RRN&RQGHQVHG

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm $D%E&F'G(H)I*J+K,L-M.N/O0P
1Q2R3S4T5U6V7W8X9Y:Z;[<\ 1Q2R3S4T5U6V7W8X9Y:Z;[<\=]
Zz 1234567890 1234567890

Hermes Black ITC Avant Garde Gothic Demi Condensed

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
Zz 1234567890
Century Gothic Regular
)RUKHDGOLQHVWKH,PSDFWDPSHUVDQGZLOOEH Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
VXEVLWXWHGIRU+HUPHV
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890
& &
Century Gothic Bold
  +HUPHV%ODFN,PSDFW Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890

Brand Standards Manual version 2 

7\SRJUDSK\ 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Assignment packages

9HUGDQDLVDSSURYHGDVWKHIRQWIRUSURMHFWGHVFULSWLRQ
IRUPLQDVVLJQPHQWSDFNDJHV

Aa  Bb  Cc  Dd  Ee  Ff  Gg  Hh  Ii  Jj  Kk  Ll  
Mm  Nn  Oo  Pp  Qq  Rr  Ss  Tt  Uu  Vv  Ww  
Xx  Yy  Zz  1234567890

Policies and procedures

7UHEXFKHW06LVWKHW\SHIDFHIRUDQ\SROLFLHVDQG
SURFHGXUHV

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890

:HEHOHFWURQLFW\SRJUDSK\

9HUGDQDLVWKHSUHIHUUHGW\SHIDFHIRURQOLQHDQG
HOHFWURQLFXVH,I9HUGDQDLVQRWDYDLODEOHDQRWKHU
VLPLODUVDQVVHULIIRQWVXFKDV$ULDOPD\EHXVHG
LQVWHDG9HUGDQDVKRXOGQRWEHXVHGIRUSULQWHG
materials.

Aa  Bb  Cc  Dd  Ee  Ff  Gg  Hh  Ii  Jj  Kk  Ll  
Mm  Nn  Oo  Pp  Qq  Rr  Ss  Tt  Uu  Vv  Ww  
Xx  Yy  Zz  1234567890

Brand Standards Manual version 2 

7\SRJUDSK\ 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

7\SRJUDSKLFH[DPSOHV

7\SRJUDSK\LVDODUJHSDUWRIWKHYLVXDOLGHQWLW\,W
LVLPSRUWDQWWRHQVXUHWKDWWKHYLVXDODQGYHUEDO
KLHUDUFK\LVVXSSRUWHGLQHYHU\GHVLJQ+HDGOLQHV
VXEKHDGLQJVERG\FRS\DQGFDOORXWVHDFKKDYH
VSHFLÀFZHLJKWVDQGFRORUVFUHDWLQJDKLHUDUFKLFDO
V\VWHP,QGRLQJVRWKLVZLOOKHOSWRFUHDWHDVWURQJ
XQLÀHGEUDQGZLWKFRQVLVWHQWFRPPXQLFDWLRQ

1. Descriptive Text or Fact

1. I\Xc=XZkfi
+HUPHV%ROG ;\jZi`gk`m\:fgp

$OLJQWH[WZLWKWKHWRSRIWKHORJR

9FC;
2. Declarative Headline
+HUPHV%ODFN
2.
3. Supportive Copy
+HUPHV%ODFN ?<8;@E>
=lik_\i[\kX`c]fccfn`e^
3.
4. Heading k_\[\ZcXiXk`m\_\X[c`e\%
+HUPHV%ROG

5. Supporting Subhead
+HUPHV%ROG

6. Body Copy
,7&$YDQW*DUGH*RWKLF%RRN&RQGHQVHG 4. 8:FN
gifm`[\jdfi\k_Xe
5. efli`j_`e^d`cb%
Pellentesque fringilla, tellus a gravida lectus quis justo.
Quisque consectetuer po rttitor una enim. Aliquam erat volu
tpat. Nullam gravida ullamrper. Maecenas purus. Suspen
6. disse elit. Nulla susc ipitnulla a dui. Nullam gravida ulla
mrper. Maecenas purus. Suspendisse elit. Nulla susc ipit
nulla a dui. Lorem ipsum dolor sit amet , consec. Aliquam
erat volu tpat. Nullam gravida ullamrper. Maecenas purus.
Suspendisse elit.

Brand Standards Manual version 2 

BRAND
STYLES
Section six
%UDQGVW\OHV 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

3KRWRJUDSK\& photo treatments

3KRWRWUHDWPHQWVDQGPHVVDJLQJFRPELQHWR
HVWDEOLVKWKH&KLOG)XQG,QWHUQDWLRQDOEUDQGVW\OH
ZKLFKGLIIHUHQWLDWHV&KLOG)XQGZLWKLQWKHPDUNHW

,WLVH[SHFWHGWKDWDOO1DWLRQDO2IÀFHVZLOOKHOS Use silhouetted images Use a range of silhou-

SRSXODWHDUREXVWDQGIUHVKLQYHQWRU\RISKRWRV as often as possible. This ettes (group of chil-
7KHVHDUHWREHSRVWHGIUHTXHQWO\DWOHDVWTXDUWHUO\ technique can make a dren, one child, object,
“poor image” usable. animal, etc.).
WRWKH+XE1DWLRQDO2IÀFHVVKRXOGFROOHFWSKRWRV
RIFKLOGUHQLQWKUHHIRUPDWVIXOOERG\XSSHU
WRUVRDQGFORVHXS7KHSKRWRVPXVWEHLQVKDUS
IRFXVDQGVKRXOGKDYHKRSHIXOORRNLQJNLGV

7KHSULPDU\SKRWRWUHDWPHQWLVDVLOKRXHWWHGFKLOG
RUJURXSRIFKLOGUHQ7KHVLOKRXHWWHWHFKQLTXHLV
GHPRQVWUDWHGRQWKHFRYHUDQGVHFWLRQGLYLGHUVRIWKLV
PDQXDO7KH&RPPXQLFDWLRQV'LYLVLRQZLOOVLOKRXHWWH
WKHSKRWRV$OWHUQDWLYHO\LIWKHFKRVHQSKRWRLVQRW Consider cropping to Use real and authentic
ZHOOVXLWHGWRWKHVLOKRXHWWHWUHDWPHQWDFURSSHGSKRWR enhance the image you photography. These can
start with. “pull on heart strings”
FDQEHXVHGSURYLGHGWKHSKRWRLVQRWWRREXV\DQG
where appropriate.
KDVDFKLOGRUJURXSRIFKLOGUHQDVLWVIRFDOSRLQW

7RPDLQWDLQWKHFKLOGSURWHFWLRQVWDQGDUGVWKDW
&KLOG)XQGKDVHVWDEOLVKHGFKLOGUHQ·VIXOOLGHQWLWLHVDQG
ORFDWLRQVPXVWUHPDLQFRQÀGHQWLDOLQDOOPDWHULDOV
&KLOGUHQPXVWEHSKRWRJUDSKHGLQDGHFHQWDQG
UHVSHFWIXOPDQQHU&KLOGUHQPXVWEHIXOO\FORWKHGLQ
SKRWRJUDSKV'RQRWVKRZFKLOGUHQZLWKUXQQ\QRVHV
RUÁLHVRQWKHLUIDFHV'RQRWVKRZFKLOGUHQFU\LQJ
Images with a strong com- Use images that use
position are engaging. bright, saturated color,
3KRWRJUDSKVPXVWEHDWOHDVW300 DPIGRWV which evoke a positive,
SHULQFK7KH\VKRXOGEH&0<.FRORUPRGH inspiring mood.
6WDQGDUGÀOHIRUPDWVLQFOXGH-3(*DQG7,))

Use images that are can-

did, showing the subject
in action. These types
of images can be very
Brand Standards Manual version 2 inspirational. 
%UDQGVW\OHV 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

&RUUHFWXVHRISKRWRJUDSK\

+HUHDUHVRPHTXLFNWLSVRQKRZWRRSWLPL]H
WKHLPDJHV\RXVWDUWZLWK2IWHQUDZLPDJHV
QHHGDOLWWOHPDQLSXODWLRQLQRUGHUWREHFRPH
DVWURQJHULPDJH6PDUWFURSSLQJLPSURYLQJ
DQLPDJHVHOHFWLQJVLOKRXHWWHVDQGEXLOGLQJ
XSRQVLOKRXHWWHVDUHIRXUHDV\ZD\VWRVWDUW
HOHYDWLQJWKHSKRWRJUDSK\\RXDOUHDG\KDYH

SMART CROPPING IMPROVING AN IMAGE

Use clever cropping to assist in simplifying a Sometimes when an image is too dark and
“busy” image. By doing so, you can control busy (as above) it can be easily improved
the focal point and create a stronger compo- through brightening it up and making it a
sitional image that is more engaging. silhouette.

SELECTING SILHOUETTES BUILDING SILHOUETTES

When selecting images to be silhouetted, keep in Sometimes you will need to build upon an image to
mind that this technique is aimed to assist in improv- ensure that it translates well as a silhouette. Certain
ing an image. You can choose to “chop out” any un- images (as above) will lend themselves well to this.
necessary background or elements which don’t add
to the overall silhouette. (E.g. the fourth boy in this
shot has his head cropped out of frame. Silhouetting
him out alleviates this.)

Brand Standards Manual version 2 

 %UDQGVW\OHV 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

,QFRUUHFWXVHRISKRWRJUDSK\

6KRZQKHUHDUHVRPHH[DPSOHVRILQFRUUHFWXVHRI
SKRWRJUDSK\3OHDVHDYRLGWKHVHFRPPRQHUURUV

Don’t use images which
are “too busy” (or have
busy backgrounds) or
have no real focal point.
Don’t use black and Don’t use images with- Don’t use images with
white images. These are out a child or person. dull or muted colors or
not inspiring or forward Images like these are not over- or under-exposed
thinking. Exceptions emotive enough. images.
include historical photos
and TV spots.

Don’t use this technique
of retaining entire photo
Don’t add a feathering Don’t use images with Don’t silhouette images
effect when silhouetting objects “coming out of if they are blurred.
people. The silhouettes heads.”
should have a solid and
GHÀQLWHHGJH

Brand Standards Manual version 2 

%UDQGVW\OHV 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

3KRWRJUDSK\WLSV

3KRWRJUDSKVFKDUWVPDSVGUDZLQJVRUFOLSDUWFDQEH
XVHGWRSURYLGHGHWDLODGGDHVWKHWLFDSSHDORUFUHDWHD
PRRGLQFRPPXQLFDWLRQVPDWHULDOV+RZHYHUWRRPXFK
JUDSKLFPDWHULDOZLOOUHGXFHWKHLPSDFWRIWKHSLHFH

%HIRUHXVLQJDSKRWRJUDSKRUJUDSKLFFRQVLGHU
WKHVHTXHVWLRQV
‡'RHVWKHLPDJHVXSSRUWWKHPHVVDJH"
‡'RHVWKHLPDJHDGGUHOHYDQWLQIRUPDWLRQRULVLW
PHUHO\GXSOLFDWLQJSULQWHGLQIRUPDWLRQ"
‡,VWKHLPDJHHDVLO\LQWHUSUHWHG"

3KRWRJUDSKVVKRXOGKDYHWKHIROORZLQJ
‡6KDUSIRFXVGLVWLQFWRXWOLQHVDQGFOHDUGHWDLOV
‡$ZLGHUDQJHRIOLJKWDQGGDUNWRQHV
‡6WURQJFRQWUDVW
‡6XEMHFWVWKDWDUHHDVLO\UHFRJQL]DEOH
‡$SSURSULDWHFURSSLQJWKDWKLJKOLJKWVWKHLPSRUWDQWFRQWHQW
‡%DFNJURXQGVWKDWGRQRWRYHUSRZHU
RUFRPSHWHZLWKWKHVXEMHFW

'RQ·WWDNHSKRWRVZLWKEDFNOLJKWRUIDFLQJWKHVXQ

3KRWRJUDSKVVKRXOGEHDWOHDVW'3,EXW
WKHSUHIHUUHGVL]HLV300 DPIGRWVSHULQFK
7KH\VKRXOGEH&0<.FRORUPRGH6WDQGDUG
ÀOHIRUPDWVLQFOXGH-3(*DQG7,))

Brand Standards Manual version 2 

%UDQGVW\OHV 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Tone & messaging

2XUEUDQGLVFRQYH\HGQRWRQO\WKURXJKWKHZRUGV N`ek\i>`]k:XkXcf^

ZHXVHEXWDOVRKRZZHXVHWKRVHZRUGV+HDGOLQHV Jgi`e^)''0

VKRXOGEHGHFODUDWLYHLQQDWXUHDQGVXSSRUWHGE\ 0'f]Z_`c[i\en`k_?@MXi\
efki\Z\`m`e^Xepki\Xkd\ek

VXEKHDGVDQGERG\FRS\WKDWEXLOGXSRQWKHPHVVDJH
RIWKHKHDGOLQH7KHWH[WVKRXOGZRUNWRJHWKHUZLWK K?<P
WKHLPDJHU\WRGHOLYHUDSXUSRVHIXOUHDODQGLQVSLULQJ
N@CC 9L@C;
PHVVDJHZKLFKLVWKHIRXQGDWLRQRIRXUEUDQG ^ifnlgkfY\c\X[\ij
f]Z_Xe^\%
=LKLI<J
<eXYc\Z_`c[i\ekfc`m\
cfe^\i#_\Xck_`\ic`m\j
Purposeful ]fi--Z\ekjX[Xp%
:HVWDQGIRUZKDWZHEHOLHYH2XUDSSURDFKLV
IRFXVHGDQGWKRXJKWIXO:HOLVWHQDQGOHDUQDQGWDNH
ZHOOSODQQHGDFWLRQWRGULYHPHDQLQJIXORXWFRPHV

Real
(YHU\WKLQJZHGRLVJURXQGHGLQWUXWK
:HVHHSRZHULQEHLQJSUDFWLFDOUHVSHFWIXODQGKRQHVW
2XUSURFHVVLVLQFOXVLYHEHFDXVHZHFDQDFKLHYH
PRUHZKHQZHEXLOGDVKDUHGXQGHUVWDQGLQJ

Inspiring
:HDUHFRQÀGHQWSRVLWLYHDQGSDVVLRQDWH%\WKLQNLQJ
DKHDGZHVHHZKDWLVSRVVLEOHDQGXVHVWUHQJWKDQG
FUHDWLYLW\WREUHDNQHZJURXQGDQGPRWLYDWHSURJUHVV
:HDUHQRWDIUDLGWRVWDQGRXWRUWROHDGE\H[DPSOH

Brand Standards Manual version 2 

%UDQGVW\OHV 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Visual elements

7KHJUHHQEDUGHVLJQHOHPHQWWKH7UXWK%DULVDNH\
SDUWRIWKH&KLOG)XQG,QWHUQDWLRQDOEUDQGVW\OHFUHDWLQJ
YLVXDOFRQVLVWHQF\DFURVVEURFKXUHVDGVGLUHFWPDLO
SLHFHVDQGRWKHUPDWHULDOV

1. Truth Bar
7\SRJUDSKLFKLHUDUFK\UHTXLUHV 1. 0' f]Z_`c[i\en`k_?@MXi\
efki\Z\`m`e^Xepki\Xkd\ek

7UXWK%DUFRS\WRDOZD\VUHPDLQ
VXSSRUWLYHVHFRQGDU\

PFL:8E
*URXQGVXVLQIDFWVGHVFULSWLRQV
+RXVHVWKH&KLOG)XQG,QWHUQDWLRQDO
ORJRDQGKHOSVWRFRQWUROYLVXDO
FRQVLVWHQF\DURXQGWKHEUDQG
\eXYc\Z_`c[i\ekfc`m\
$OZD\VUHPDLQVDFRQVWDQWFRORU cfe^\i#_\Xck_`\ic`m\j
ORJRSODFHPHQWDQGWH[WDUHD ]fi--Z\ekjX[Xp%
8VHGDVDSSURSULDWH

2. Progress Section 2.
7\SRJUDSKLFKLHUDUFK\UHTXLUHV
declarative statements to
VWDQGRXWÀUVWIROORZHGE\
UHDOIDFWVRUDGHVFULSWRU 3.
 3ODWIRUPIRUWHOOLQJWKH
VWRU\RIFKDQJH
 'HFODUDWLYHDFWLRQRULHQWHG
HPSKDWLFVWDWHPHQWVVSXU
DFWLYHSDUWLFLSDWLRQ
 ,PDJHU\FDQEHXVHGLQWKLV
VHFWLRQZKHUHDSSURSULDWH

3. Imagery
:RUNVLQFROODERUDWLRQZLWKFRS\
ERWKFRQFHSWXDOO\DQGYLVXDOO\

Brand Standards Manual version 2 

%UDQGVW\OHV 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Design principles

7RKHOSFUHDWHDXQLIRUPORRNDFURVVSLHFHVDQGWR
HQVXUHFRQVLVWHQWXVDJHRIWKHORJRDQGSODFHPHQW
RIWKHEUDQGWKHIROORZLQJJXLGHOLQHVKDYHEHHQ
GHYHORSHG

)RUPRVWYHUWLFDODSSOLFDWLRQVWKH7UXWK%DUVKRXOG
EHRIWKHWRWDOKHLJKWRIWKHSLHFH)RUKRUL]RQWDO
DSSOLFDWLRQVWKH7UXWK%DUVKRXOGEHRIWKHWRWDO
KHLJKWRIWKHSLHFH

6KRZQKHUHDUHH[DPSOHVRIKRZWKHV\VWHP
ZRUNVZKHQVFDOHGWRYDULRXVSURSRUWLRQV

Brand Standards Manual version 2 

NAME USAGE
Section seven
Name usage 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Name usage

7KH&KLOG)XQG,QWHUQDWLRQDOQDPHDQGORJRDUH
UHJLVWHUHGZLWKWKH863DWHQW 7UDGHPDUN2IÀFHWR
HQVXUHWKHLUH[FOXVLYHXVHE\&KLOG)XQG,QWHUQDWLRQDO
DQGWRVWUHQJWKHQ&KLOG)XQG,QWHUQDWLRQDO·VDELOLW\WR
SUHYHQWPLVXVHE\RWKHUV3URWHFWLQJWKHLQWHJULW\RI
WKHORJRLVDKLJKSULRULW\IRU&KLOG)XQG,QWHUQDWLRQDO

:KHQXVLQJWKH&KLOG)XQG,QWHUQDWLRQDOORJRXVH
WKHQRWLFHIRUIHGHUDOO\UHJLVWHUHGWUDGHPDUNVZKLFK
LVWKH´5ZLWKLQDFLUFOHµV\PEROŠ

7KHUHJLVWHUHGWUDGHPDUNV\PEROVKRXOGEHLQFOXGHG
ZLWKWKHPRVWSURPLQHQWXVHRIWKHORJRDQGLQWKHÀUVW
PHQWLRQRIWKH&KLOG)XQG,QWHUQDWLRQDOQDPHZLWKLQ
WKHWH[W,WLVQRWQHFHVVDU\WRLQFOXGHWKHUHJLVWUDWLRQ
PDUNZLWKHDFKXVDJHRIWKHORJRDQGQDPH

&KLOG)XQGLVDOZD\VXVHGDVRQHZRUGZLWK
DFDSLWDO&DQG),WLVDFFHSWDEOHWRUHIHUWR
&KLOG)XQG,QWHUQDWLRQDODV&KLOG)XQG&KLOG)XQG
,QWHUQDWLRQDOPD\QHYHUEHDEEUHYLDWHGHLWKHU
DV&),RUDV&KLOG)XQG,QW&KLOG)XQGLVRXU
EUDQGDQGLWPXVWEHFRPPXQLFDWHGLQ(QJOLVK
&KLOG)XQGLVWKHRQO\DFFHSWDEOHDEEUHYLDWLRQ
7KLVLVDUHTXLUHPHQWRIWKH&KLOG)XQG$OOLDQFH

Brand Standards Manual version 2 

Name usage 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Name structure

,QRUGHUWRSUHVHQWDFRQVLVWHQWDQGSRVLWLYH
LPDJHZKHQUHIHUULQJWR&KLOG)XQG,QWHUQDWLRQDO
1.
RIÀFHVRUSURMHFWVWKHQDPLQJFRQYHQWLRQVPXVW
EHIROORZHG([DPSOHVRIDSSURYHGQDPHVDQG
DSSURYHGORJRVDUHOLVWHGEHORZ,I\RXKDYHDQ\
TXHVWLRQVFRQWDFWWKHGLUHFWRURIFRPPXQLFDWLRQV
RU\RXUUHJLRQDOFRPPXQLFDWLRQVPDQDJHU

‡&KLOG)XQG,QWHUQDWLRQDO6HHH[DPSOH

‡&KLOG)XQG,QWHUQDWLRQDO86$
$VLD5HJLRQ6HHH[DPSOH 2.

‡&KLOG)XQG,QGLD6HHH[DPSOH
‡&KLOG)XQG8JDQGD
‡&KLOG)XQG+RQGXUDV

3.

Brand Standards Manual version 2 

BUSINESS
MATERIALS
Section eight
Business materials 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

7KHIROORZLQJSDJHVLOOXVWUDWHWKHUHTXLUHGORRNIRU
&KLOG)XQG,QWHUQDWLRQDOEXVLQHVVPDWHULDOV3OHDVH
QRWHWKDWZKLOHZHZDQWFRQVLVWHQF\LQRXUSURIHVVLRQDO
PDWHULDOVZHYDOXHWKHDXWKHQWLFLW\UHSUHVHQWHG
LQ1DWLRQDO2IÀFHDQGFRPPXQLW\QHZVOHWWHUVDQG
materials sent to donors. These materials do not
QHHGWRUHÁHFWWKHQHZEUDQGORRN6SRQVRUVHQMR\
WKHFXOWXUDOGLIIHUHQFHVDQGFRQWH[WWKDWWKHVHXQLTXH
GHVLJQVH[SUHVV7KHVHPDWHULDOVVKRXOGLQFOXGHWKH
&KLOG)XQGORJRDQGQRWHPHPEHURI&KLOG)XQG$OOLDQFH
VRPHZKHUHEXWVKRXOGQRWORVHWKHLUXQLTXHQHVVE\
UHÁHFWLQJWKHEUDQGVW\OH

Brand Standards Manual version 2 

Business materials 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

:HUHTXLUHWKDWDOOPDWHULDOVVXFKDVVWDWLRQDU\
OHWWHUKHDGHQYHORSHVDQGEXVLQHVVFDUGVUHÁHFWD
FRQVLVWHQWORRN

:HKDYHSURYLGHGWZRRSWLRQVIRUOHWWHUKHDGEXWWKH
SUHIHUUHGLVWKHRQHZLWKWKH&KLOG)XQGJUHHQEDU7KH
VHFRQGRSWLRQLVDYDLODEOHWRDGGUHVVQHHGVSULPDULO\
LQ0DUNHWLQJDQG6WUDWHJLF5HVRXUFHV

Letterhead

7KHDGGUHVVEDULQIRUPDWLRQLVVHW
LQ+HUPHV5HJXODUDWSWVZLWKD
SRLQWOHDGLQJ7KHORJRLVFHQ
WHUHGZLWKLQWKHWUXWKEDU3URJUDP
FRXQWULHVWLWOHLVDOOFDSVLQ,7&
$YDQW*DUGH*RWKLF'HPL&RQ
GHQVHGDWSRLQWV3URJUDPFRXQ
WULHVDUHOLVWHGLQ,7&$YDQW*DUGH
*RWKLF6WG%RRNVHWDWSRLQWVZLWK
SRLQWOHDGLQJDQGWULSOHVSDFHG
EHWZHHQFRXQWULHV

3UHIHUUHG9HUVLRQ

Brand Standards Manual version 2 

Business materials 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Letterhead

2SWLRQDO9HUVLRQ

Brand Standards Manual version 2 

Business materials 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Letterhead

5HJLRQDO2IÀFH9HUVLRQ

1DWLRQDO2IÀFH9HUVLRQ

Brand Standards Manual version 2 

Business materials 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Envelopes Font Size

Address and contact

LQIRUPDWLRQVKRXOGEH
SRLQWIRQWVL]HLQ
,7&$YDQW*DUGH*RWKLF
6WDQGDUG'HPL&RQGHQVHG
ZLWKSRLQWOHDGLQJ

)XQGUDLVLQJPDLOLVGLIIHUHQW

5HJLRQDO2IÀFH

1DWLRQDO2IÀFH

Brand Standards Manual version 2 

Business materials 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Business Cards

Af_eH%JXdgc\ SRLQW+HUPHV%ODFNZLWKOHDGLQJ
AfYK`kc\ SRLQW+HUPHV%ROGZLWKOHDGLQJ

O: (123) 456 7890 Address Line 1

F: (123) 456 7890 Address Line 2 SRLQW,7&$YDQW*DUGH*RWKLF6WG'HPL&RQG
jqsample@ChildFund.org Address Line 3 SRLQWOHDGLQJ
www.ChildFund.org Member of ChildFund Alliance

,WLVQRWDUHTXLUHPHQWWRSULQWRQWKHEDFNRIWKH
EXVLQHVVFDUGVEXWLIDPHVVDJHLVLQFOXGHGWKH
DFFHSWDEOHODQJXDJHLVVKRZQEHORZ+HUHDUHWZR
SRLQW+HUPHV%ODFN
DFFHSWDEOHYHUVLRQV²RQHRQJUHHQDQGRQHRQZKLWH SRLQWOHDGLQJ

9<:8LJ<N<
9<C@<M<
k_Xkk_\n\cc$Y\`e^f]XccZ_`c[i\ec\X[jkfk_\
n\cc$Y\`e^f]k_\nfic[#n\\dgfn\iZ_`c[i\e
kfk_i`m\k_ifl^_flkXccjkX^\jf]c`]\Xe[
Y\Zfd\c\X[\ijf]\e[li`e^Z_Xe^\%
9<:8LJ<N<
9<C@<M<
k_Xkk_\n\cc$Y\`e^f]XccZ_`c[i\ec\X[jkfk_\
n\cc$Y\`e^f]k_\nfic[#n\\dgfn\iZ_`c[i\e
kfk_i`m\k_ifl^_flkXccjkX^\jf]c`]\Xe[
Y\Zfd\c\X[\ijf]\e[li`e^Z_Xe^\%

%DFNRIFDUG
SRLQW+HUPHV%ROG
SRLQWOHDGLQJ

Brand Standards Manual version 2 

Business materials 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Fax sheet

7KHRUJDQL]DWLRQDOQDPHLVLQWKHWRS
ULJKW7KHDGGUHVVLVWKHWRSOHIW SRLQW+HUPHV5HJXODU
SRLQWOHDGLQJ

SRLQW+HUPHV5HJ
SRLQWOHDGLQJ

SRLQW+HUPHV%ROG

SRLQW,7&$YDQW*DUGH*RWKLF6WDQGDUG'HPL&RQGHQVHG
SRLQWOHDGLQJ

,QWHUQDWLRQDO2IÀFH 1DWLRQDO2IÀFH

Brand Standards Manual version 2 

Business materials 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

PowerPoint presentations
3RZHU3RLQW&RYHU
2WKHURSWLRQVIRU3RZHU3RLQWVW\OHVPD\EH
FUHDWHGDQGPXVWLQFOXGHWKHIROORZLQJ
DATE PLACED HERE

*UHHQPXVWEHWKHGRPLQDQWFRORUWKHFRYHUSDJH
PXVWEHXVHGDVVKRZQWKH&KLOG)XQGORJRPXVW
DSSHDUDVDIRRWHURQHDFKSDJH7KH&KLOG)XQG
85/PXVWDOVREHLQFOXGHGLQWKHIRRWHU7KHSKRWRV
PD\YDU\LQWKHSUHVHQWDWLRQ)RUH[DPSOHLIWKH
BOLD
SUHVHQWDWLRQLVIRUWKH$VLDUHJLRQWKHSUHVHQWHU HEADLINE
PD\HOHFWWRXVHRQO\SKRWRVRIFKLOGUHQIURPWKH SUBHEAD TO BE
$VLDUHJLRQ,IVRPHRQHLVSUHVHQWLQJRQ&KLOG)XQG PLACED HERE
,QWHUQDWLRQDOWKHSUHVHQWHUPD\XVHDYDULHW\RI
FKLOGUHQ·VSKRWRVWKURXJKRXWWKHSUHVHQWDWLRQ

Www.ChildFund.org

LQVHUWDSSURSULDWH
SLFWXUHKHUH

3RZHU3RLQW,QWHULRU

Headline to be placed
here

It iure con henit dolobortie del exerostrud molessi.

Pit at, sumsan henit adit aliquam consenim velisi
etum zzriusto corpero odolortin ver iniam num
quat lore dolore

 ‡2VWUXGPDJQLWLXVWLRQYHQWYRORULULXUH
del il utat alisi.

 ‡2GRORUHURVWLHYXOODDOLWQLWFRQKHQLVL
eratem zzrilit accumsandit.

www.ChildFund.org

Brand Standards Manual version 2 

Video 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

VIDEO
Section nine

Brand Standards Manual version 2 

Video 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Video tips

,QRUGHUWRSUHVHQWDFRQVLVWHQWDQGSURIHVVLRQDO
LPDJHIROORZWKHVHYLGHRJXLGHOLQHVZKHQHYHU
SRVVLEOH
‡&DSWXUHLQGLJLWDOIRUPDW0LQL'9'LJLWDO0LFUR09
‡6KRRWVKRUWFOLSVRIQRPRUHWKDQWZRPLQXWHVEXW
SUHIHUDEO\WRVHFRQGV
‡:KHQSRVVLEOHVKRRWZLWKWKHOLJKWVRXUFHEHKLQG
\RXVKLQLQJRQWKHVXEMHFWH[FHSWEULJKWVXQOLJKW
'LJLWDO7DSHOHVV'9'DQG176&IRUPDWLISRVVLEOH
ZHFDQFRQYHUW3$/WR176&LIQHFHVVDU\EXWSUHIHU
WRKDYH176&
‡$YRLG]RRPLQJLQDQGRXWWRRPXFKDQGLI\RXGR
]RRPGRVRVORZO\
‡9LEUDWLRQFDQUXLQWKHIRRWDJH,I\RXGRQ·WKDYHD
WULSRGEUDFH\RXUVHOIDJDLQVWVRPHWKLQJOLNHDZDOO
RUSXWHOERZVRQDWDEOH
Brand Standards Manual version 2
ZLOOPDNHVXEMHFWVVTXLQW
‡$OZD\VORRNIRUDODQGPDUNDVLJQRUQDWXUDO
PRQXPHQWWKDWWHOOVWKHDXGLHQFHZKHUH\RXDUH
7KLVZLOOKHOSHVWDEOLVKWKHVFHQH
‡$WWDFKDPLFURSKRQHWR\RXUFDPFRUGHUIRUEHWWHU
DXGLRTXDOLW\
‡)ROORZWKHFRPSRVLWLRQJXLGHOLQHVIRUSKRWRJUDSK\
in Section 6RIWKLVJXLGH

WEB
Section ten
Web 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Web colors 5*% +70/

+H[DGHFLPDO
7KH:HEVLWHXVHVWKHVDPHFRORUVDVSULQW
IRUFRQVLVWHQF\,WLVLPSRUWDQWWRPDLQWDLQ &KLOG)XQG 5 007A45
DVLPLODUFRORUEDODQFHDQGKLHUDUFK\WRWKH 3ULPDU\ *
SULQWHGSLHFHV+RZHYHUWKHWHUWLDU\JUHHQ *UHHQ B 69
DQGZKLWHDUHQRWWREHXVHGRQVFUHHQ

:HEKDVDIRXUWKFRORUIRUEXWWRQVDQG &KLOG)XQG 5 7AB800

DFFHQWV&KLOG)XQG2UDQJH 6HFRQGDU\ *
*UHHQ B0

7\SRJUDSK\
&KLOG)XQG 5 &&'&
:KLOH9HUGDQDLVWKHSUHIHUUHGW\SHIDFHIRU:HEDQG 7HUWLDU\ *
HOHFWURQLFFRPPXQLFDWLRQVLWPD\QRWEHDYDLODEOHRQ *UHHQ B0
XVHUV·V\VWHPV$SSURSULDWHIRQWVWRXVHDVIDOOEDFNV
LQFOXGH+HOYHWLFD$ULDODQGRWKHUVDQVVHULIIRQWV

6HFRQGDU\FRORUV
Web buttons
&KLOG)XQG 5 FD9000
&KLOG)XQG,QWHUQDWLRQDO:HEVLWHEXWWRQVDUHWH[WXUHG 2UDQJH *
ZLWKDJORVV\RUJODVV\HIIHFWDQGDSSOLHGZLWK
B0
FDOOVWRDFWLRQOLNH´/($51025(!µRU´'21$7(
12:!µ&KLOG)XQG,QWHUQDWLRQDOEXWWRQVDOZD\V
IHDWXUHWKH´!µV\PERODWWKHHQGRIWKHEXWWRQ
&KLOG)XQG 5 5F420D
<HOORZ *
B 50

Brand Standards Manual version 2  2

Web
Web site
7KH&KLOG)XQG,QWHUQDWLRQDO:HEVLWHLVDGPLQLVWHUHG
E\WKH,QWHUQDWLRQDO2IÀFH,ID1DWLRQDO2IÀFHFUHDWHV
LWVRZQ:HEVLWHLWPXVWDGKHUHWR&KLOG)XQG·V:HEVLWH
SROLF\,QRUGHUWRPDLQWDLQFRQVLVWHQF\ZLWKSULQWPD
WHULDOVSURPLQHQWKHDGOLQHVVKRXOGEHVHWLQ+HUPHV
%ROGRU%ODFNDVRXWOLQHGLQSection 5 and rendered as
LPDJHV
Photography
:HESKRWRJUDSK\VKRXOGIROORZWKHVDPH
FRPSRVLWLRQDQGFURSSLQJJXLGHOLQHVDVSULQW
SKRWRJUDSK\6HHSection 6IRUPRUHGHWDLOV:HE
SKRWRJUDSKVVKRXOGEH5*%DQGDWOHDVW'3,
Brand Standards Manual version 2
7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ
+RZHYHUWKHXVHRIODUJHFURSSHGDQGVLOKRXHWWHG
LPDJHU\PHDQVLPDJHVVKRXOGDUULYHWRWKH
ZHEWHDPDWOHDVW'3,EXWSUHIHUDEO\DW
'3,7KHODUJHLQWHUDFWLYHEUDQGDUHDKDV
VWULFWJXLGHOLQHVRQXVLQJTXDOLW\SKRWRVIRU
VLOKRXHWWHVDQGWKHODUJHU'3,LVQHHGHG
URL
7KH&KLOG)XQG85/LVUHDGDEOHZLWKRUZLWKRXW
WKHFDSVEXWZKHQUHIHUHQFLQJLWLQZULWWHQ
FRS\WKHFDSLWDOVVKRXOGEHXVHG
ZZZ&KLOG)XQGRUJ
 3
OTHER
EXAMPLES
Section eleven
Other examples 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Publications

,QGHVLJQLQJDSULQWSXEOLFDWLRQWKLQNRIWKH (DFKHOHPHQWRQDSDJHVKRXOGIXQFWLRQDV
SDJHGHVLJQDVWKHIUDPHZRUNRUVNHOHWRQDQG SDUWRIWKHZKROHUDWKHUWKDQDVHSDUDWHHQWLW\
WKHW\SHIDFHDVWKHÀQLVKLQJOD\HUVZLWKLQWKDW 7KLVFDQEHDFKLHYHGE\JURXSLQJHOHPHQWVRU
IUDPHZRUN'HVLJQGHFLVLRQVDERXWWKHOD\RXW E\FUHDWLQJREYLRXVVLPLODULWLHVRIOLQHVKDSH
DUHFULWLFDOWRWKHSXEOLFDWLRQ·VVXFFHVV RUFRORU7KHHQGUHVXOWRIDEDODQFHGOD\RXWLV
HTXLOLEULXPDPRQJWKHYDULRXVHOHPHQWV
Page layout WKDWPDNHXSWKHSDJH
&RQVLGHUWKHIROORZLQJJXLGHOLQHVIRU
FUHDWLQJDFOHDQVLPSOHOD\RXW
‡$OORZDPSOHPDUJLQVDQGVSDFHEHWZHHQHOHPHQWV
‡&UHDWHKLHUDUFK\XVXDOO\E\KDYLQJ
one dominant element.
‡8VHKHDGLQJVVXEKHDGLQJVDQGEXOOHWVWR
VHSDUDWHLQIRUPDWLRQ
‡8VHFOLSDUWVSDULQJO\
‡8VHKLJKTXDOLW\ZHOOFURSSHG
SKRWRJUDSKVsee Section 6
‡8VHFRORUIRUDVSHFLÀFSXUSRVH³WRGLUHFW
DWWHQWLRQFUHDWHHPSKDVLVRUGLIIHUHQWLDWHFRQWHQW
‡$YRLGK\SKHQDWLQJZRUGVDWWKHHQG
RISDUDJUDSKOLQHVLISRVVLEOH

Brand Standards Manual version 2 

Other examples 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Publications

IMAGE6LOKRXHWWH
COLOR6HFRQGDU\*UHHQEDFNJURXQG

ChildWorld

IMAGE6LOKRXHWWH
COLOR:KLWHEDFNJURXQG

Brand Standards Manual version 2 

Other examples 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Assignment packages

Brand Standards Manual version 2 

Other examples 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Assignment package con’t.

1.5 BILLION children live in

poverty today.

BUILD FUTURES
Empower <Neema> to live a healthier,
more productive life for <80 cents> a day.

You will accomplish so much when

you sponsor this child.
It is truly amazing how much <$24> a month can do for a child in need.
When you sponsor a child, ChildFund International uses your monthly
sponsorship donations, combined with donations from sponsors of
other children in your child’s community, to support
programs that change lives. You give children access to
nutritious food, clean water, and education and plant the seeds
of self-sufficiency.

Please detach and return your Sponsorship

Agreement now – every day matters for <Neema>.
<Neema and her> family know that ChildFund is searching for a
sponsor for <her>. So the sooner we hear from you, the sooner
we can tell them that their waiting is over – you are the
kind person who has agreed to sponsor <her>.

Sponsorship Agreement for <Neema in Kenya>

✓YES! II want
■ to sponsor <Neema>.
am enclosing my first monthly 0060099999997003666330200000002
sponsorship donation of <$24.00>.
■ Here is my personal check made payable
to ChildFund International.
■ Please charge my credit card. Sample A. Sample
■ Visa ■ American Express ■ Discover ■ MasterCard Sponsor of: Child Name
123 Any Street
Anytown, US 12345-6789
Line1
__________________________ ___________ ______________________ Line2
Credit Card# Exp. Date Signature
Line3
Line4
2821 Emerywood Parkway
Richmond, Virginia 23294 0000000 00000 000

6SRQVRUVKLSDJUHHPHQW
LQVLGH

Brand Standards Manual version 2 

Other examples 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Gift catalogs

Farm animals provide a sustainable, renewable

FARM ANIMALS resource. Training helps families increase production,
which can mean greater income potential as well as
much-needed supplemental nutrition for children.

The income would help families to meet school fees for children as
Goats and Cows
well as medical-related fees. Children would also have nutritious
food, thereby reducing chances of ill health. PROVIDE NOURISHMENT
– ChildFund, Zambia and income

With a gift of livestock, children can learn to help raise the animals, and parents can sell
the extra milk for income to care for their children.
CHICKENS AND TURKEYS #47252 Pair of Goats for a family in Ethiopia $86.00
PROVIDE INCOME #47258 One Goat for a family in Indonesia $28.00
and nutrition for families #47256 Pair of Goats for a family in Mozambique $64.00
in poor communities #47262 One Goat for a family in Zambia $51.00
#47264 One Goat and Feed for a family in The Gambia $86.00
#47094 Five Chickens for a family
#47268 One Cow for a family in Indonesia $397.00
in Ethiopia $93.00
#47266 One Dairy Cow for a family in Ethiopia $886.00
#47247 Five Chickens with a Pen for #47270 One Cow for a community herd in Zambia $429.00
a family in Kenya $143.00
#47254 Pair of Turkeys for a family
in Mozambique $43.00
#47313 Ten Chickens for a family
in Indonesia $8.00
#47248 Four Chickens for a family
in Zambia $24.00

MULTIPLY YOUR LOVE GIVE FARM

#47713 Ten Chickens for TWO families in Ethiopia $186.00 ANIMALS
to provide muc
h-needed
income for fam
ilies.

Water Buffalos help with the Raising Pigs can

HARD WORK OF HELP FAMILIES
FARMING GENERATE INCOME
#47275 One Water Buffalo for a family #47277 One Pig for a family
in Indonesia $397.00 in Indonesia $24.00

#47279 One Large Pig for a

family in Zambia $214.00

3 Order by phone: 1-800-776-6767, Monday - Friday 9:30 am - 7:00 pm ET www.ChildFund.org/Gifts 4

Brand Standards Manual version 2 

Other examples 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Direct mail

Brand Standards Manual version 2 

Other examples 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

(PDLO

6WDWHPHQW(PDLO

$SSHDO(PDLO

Brand Standards Manual version 2 

Other examples 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

(PDLO

%LUWKGD\5HPLQGHU(PDLO

&KLOG:LUH(1HZVOHWWHU

Brand Standards Manual version 2 

Other examples 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Advertising

Brand Standards Manual version 2 

Other examples 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

(PDLOVLJQDWXUHIRUPDW

(PDLOVLJQDWXUHVPXVWLQFOXGHWKHSHUVRQ·VQDPHWLWOH KHDGHU$GGLWLRQDOFXVWRPL]HGHOHPHQWVVXFKDVDQ
RUJDQL]DWLRQSKRQHQXPEHUDQG:HEDGGUHVVDQGWKH LQVSLUDWLRQDOTXRWHRUWKHHQFRXUDJLQJRIUHF\FOLQJPD\
ORJR'RQRWLQFOXGHHPDLODGGUHVVHVLQWKHVLJQDWXUH not be used.
DVWKLVLQIRUPDWLRQLVDOUHDG\DYDLODEOHLQWKHHPDLO

Brand Standards Manual version 2 

Other examples 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Flags

(DFK1DWLRQDO2IÀFHDQG$UHD2IÀFHZLOOKDYHDÁDJ
7KHÁDJZLOOLQFOXGHRQO\WKHSULPDU\´&KLOG)XQGµORJR
ZLWKRXWWKHZRUG´,QWHUQDWLRQDOµRUWKHQDPHRIWKH
FRXQWU\7KHOHWWHUVZLOOEHLQEODFNZLWKWKHV\PERO
LQWKHSULPDU\&KLOG)XQGJUHHQ$EDQGDFURVVWKHWRS
DQGERWWRPRIWKHÁDJPD\EHDGGHG

2YHUWLPHWKHPDWHULDORQDÁDJZHDUV2QFHDÁDJ
EHJLQVWRORRNZRUQLWPXVWEHWDNHQGRZQDQGLI
DSSURSULDWHDQGIHDVLEOHUHSODFHG

7KHÁDJZLOOEHSULQWHGRQERWKVLGHVDQGWKHPDWHULDO
PXVWEHWKLFNHQRXJKVRWKHLPDJHIURPWKHRWKHUVLGH
GRHVQRWVKRZWKURXJK

Brand Standards Manual version 2 

Other examples 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Signage

6LJQDJHLVQRZUHTXLUHGDVDPHDQVWRLQFUHDVHRXU 1.
JOREDOEUDQG7KHVLJQVPD\EHPRGHVWLQVL]HEXW
DWDPLQLPXPVKRXOGEHFPZLGH7KHFRUQHUVRI
WKHVLJQVFDQEHURXQGHGRUVWUDLJKW6LJQVVKRXOGEH
RQDZKLWHEDFNJURXQGXVLQJRQO\WKHSULPDU\ORJR

7KHFKRLFHRIPDWHULDOVIRUVLJQVVKRXOGEHFRQVLGHUHG
FDUHIXOO\VRWKDWWKHDSSHDUDQFHRIWKHVLJQDJH
UHÁHFWVSRVLWLYHO\RQWKHLGHQWLW\RI&KLOG)XQG

(DFKRIÀFHDQGFRPPXQLW\SURMHFWPXVWKDYHD
VLJQLQGLFDWLQJLWVDIÀOLDWLRQZLWK&KLOG)XQG 2.

6LJQDJHIRU,QWHUQDWLRQDO2IoFH

)RUWKH,QWHUQDWLRQDO2IÀFHWKHSULPDU\
ORJRPXVWEHVKRZQZLWK,QWHUQDWLRQDO
SODFHGXQGHUQHDWK6HHH[DPSOH

6LJQDJHIRU5HJLRQDO2IoFHV

)RU5HJLRQDO2IÀFHVWKHSULPDU\ORJRPXVW
EHVKRZQZLWKWKHUHJLRQQDPHSODFHG
3.
XQGHUQHDWK6HHH[DPSOH

6LJQDJHIRU1DWLRQDO2IoFHV

)RU5HJLRQDO2IÀFHVWKHSULPDU\ORJRPXVW
EHVKRZQZLWKWKHFRXQWU\QDPHSODFHG
XQGHUQHDWK6HHH[DPSOH

Brand Standards Manual version 2 

Other examples 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Signage for programs,

districts, estates, etc.

7KHVLJQVKRXOGGLVSOD\WKHQDPHRIDFRPPXQLW\ 5.
SURJUDPRUGLVWULFWDERYHWKH&KLOG)XQGORJR
7KHQDPHRIWKHSDUWQHULQJJURXSDQG&KLOG)XQG Kapete Project
VKRXOGEHRIHTXDOVL]H6HHH[DPSOH ZRUNLQJZLWK
,IPXOWLSOH&KLOG)XQGPHPEHUVDUHLQYROYHGZLWK
DSURJUDPLWLVDFFHSWDEOHWRKDYHDVLJQWKDW
RQO\UHDGV´&KLOG)XQGµDQGGRHVQRWVSHFLÀFDOO\
OLVW&KLOG)XQG,QWHUQDWLRQDODQG&KLOG)XQG
$XVWUDOLDIRUH[DPSOH6HHH[DPSOH

Signage for dedicated projects

6.
'HGLFDWHGSURMHFWVPXVWKDYHDVLJQWKDWVWDWHVWKH
QDPHRIWKHFRPPXQLW\RUJDQL]DWLRQIHGHUDWLRQ
DIÀOLDWHGZLWK&KLOG)XQG6HHH[DPSOH+RZHYHULI
DQ$OOLDQFHPHPEHUKDVUHTXHVWHGVSHFLÀFVLJQDJHWR
PHHWWKHLUQHHGVSOHDVHDFFRPPRGDWHWKHLUUHTXHVW

7.

Kafuee Federation
ZRUNLQJZLWK

Brand Standards Manual version 2 

Other examples 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Signage for partnerships

with other agencies

$OOVLJQVPXVWPHHWWKHEUDQGLQJUHTXLUHPHQWVIURP 8.
WKHGRQRUVWKDWIXQGWKHSURJUDPV:KHQSDUWQHULQJ
ZLWKDQRWKHUDJHQF\&KLOG)XQGVKRXOGDSSHDUÀUVW
IROORZHGE\WKHSDUWQHULQJDJHQF\7KHQDPHV
ORJRVVKRXOGEHRIHTXDOVL]H6HHH[DPSOH

Signage with multiple agencies

$OOVLJQVPXVWPHHWWKHEUDQGLQJUHTXLUHPHQWV
IURPWKHGRQRUVWKDWIXQGWKHSURJUDPV
,ISURMHFWVDUHFOXVWHUHGDFRQVROLGDWHG
VLJQPD\EHXVHG6HHH[DPSOH
9.

Directional signage

:KHQFUHDWLQJGLUHFWLRQVLJQDJHIRUSURMHFWVWKH
IROORZLQJJXLGHOLQHVPXVWEHIROORZHG7KHVLJQVKRXOG
GLVSOD\WKHQDPHRIDFRPPXQLW\SURJUDPRUGLVWULFW
DERYHWKH&KLOG)XQGORJR7KHGLVWDQFHWRWKHSURMHFW
PXVWWKHQEHSODFHGXQGHUQHDWK6HHH[DPSOH

10.

Kapete Project
ZRUNLQJZLWK

NP

Brand Standards Manual version 2 

Other examples
Working with other organizations
:KHQZHFROODERUDWHZLWKRWKHU
RUJDQL]DWLRQVLWLVLPSRUWDQWWRHQVXUHWKDW
DOOSDUWQHUVDUHIDLUO\UHSUHVHQWHG
Multiple partnerships:,QPXOWLSOHSDUWQHUVKLSV
LWLVLPSRUWDQWWRJLYHDOOSDUWQHUVHTXDO
HPSKDVLV,WLVLPSRUWDQWWRPDLQWDLQDFOHDU
VSDFHDURXQGHDFKRUJDQL]DWLRQ·VORJR
Equal partnerships:,QHTXDOSDUWQHUVKLSV
LWLVLPSRUWDQWWRJLYHERWKSDUWQHUVHTXDO
HPSKDVLV,WLVLPSRUWDQWWRPDLQWDLQDFOHDU
VSDFHDURXQGHDFKRUJDQL]DWLRQ·VORJR
Supporting partnerships:,QVXSSRUWLQJ
SDUWQHUVKLSV&KLOG)XQGLVJLYHQWKHPDMRU
HPSKDVLVZLWKWKHVXSSRUWLQJSDUWQHUVKLS·V
ORJRGLVSOD\HGOHVVSURPLQHQWO\DWOHDVW
KDOIWKHVL]HRI&KLOG)XQG·VQDPHORJR
Working with grant donors
1DWLRQDO2IÀFHVPXVWUHYLHZWKHLUDJUHHPHQWV
DQGJXLGHOLQHVZLWKWKHJUDQWGRQRUWRHQVXUH
WKDWWKH\DUHIROORZLQJWKHUHTXLUHPHQWVIRUFR
EUDQGLQJDVHDFKGRQRUFRXOGGLIIHU,I\RX
KDYHTXHVWLRQVRQKRZWRLQWHUSUHWRUFRPSO\
ZLWKWKHUHTXLUHPHQWSOHDVHFRQWDFW\RXUJUDQWV
DGPLQLVWUDWRURUWKHFRQWDFWZLWKWKHJUDQWLQJGRQRU
$OOGRQRUVSHUPLWH[HPSWLRQVIURPWKHLUFREUDQGLQJ
UHTXLUHPHQWLI&KLOG)XQGEHOLHYHVWKDWSXEOLFO\
DFNQRZOHGJLQJWKHUHFHLSWRIGRQRUIXQGLQJIRUD
SDUWLFXODUSURMHFWFRXOGSRWHQWLDOO\HQGDQJHUWKH
OLYHVRI&KLOG)XQGVWDIIDQGWKHEHQHÀFLDULHVLQYLWH
VXVSLFLRQDERXW&KLOG)XQG·VPRWLYHVRUDOLHQDWH
&KLOG)XQGIURPWKHSRSXODWLRQLWLVWU\LQJWRKHOS
Brand Standards Manual version 2
7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ
3OHDVHFRQVXOWZLWKWKH*UDQWV&RPSOLDQFH8QLWLI
\RXLQWHQGWRUHTXHVWDQH[HPSWLRQVRWKDWWKH\
FDQOHW\RXNQRZRIDQ\VSHFLÀFSURFHGXUH\RX
PXVWIROORZZKHQUHTXHVWLQJWKHH[HPSWLRQ
USAID
&KLOG)XQGPXVWDFNQRZOHGJH86$,'IXQGLQJVXSSRUW
LQDOOSXEOLFDWLRQVDQQRXQFHPHQWVVSHHFKHV
DQGSUHVVUHOHDVHVUHODWLQJWRWKHSURMHFWV
3OHDVHQRWHWKDW86$,'KDVD:HEVLWHWRUHIHU
WRIRUDOOPDUNLQJDQGEUDQGLQJUHTXLUHPHQWV
available at ZZZXVDLGJRYEUDQGLQJ:HIROORZ
WKHUHJXODWLRQVIRUDVVLVWDQFHDZDUGVZKHQ
LPSOHPHQWLQJDJUDQWRUFRRSHUDWLYHDJUHHPHQW
7KHUHJXODWLRQDQGLQVWUXFWLRQVDUHIRXQGDWZZZ
XVDLGJRYEUDQGLQJDVVLVWDQFHKWPO. The site also
LQFOXGHVGRZQORDGDEOHRIÀFLDO86$,'ORJRV
,I\RXDUHZRUNLQJXQGHUD86$,'FRQWUDFWRU
VXEFRQWUDFWSOHDVHFRQWDFWWKH*UDQWV&RPSOLDQFH
8QLWIRUJXLGDQFHDVWKHUHJXODWLRQRQPDUNLQJDQG
EUDQGLQJLVGLIIHUHQWZKHQ&KLOG)XQG,QWHUQDWLRQDO
LPSOHPHQWVDFRQWDFWRUVXEFRQWUDFW
&KLOG)XQGLVUHTXLUHGWRFREUDQGZKHQZHDFFHSW
86$,'IXQGLQJ&REUDQGLQJLVSODFLQJWKH86$,'
LGHQWLW\QH[WWRWKHDZDUGUHFLSLHQW·VORJR³DQG
HQVXULQJHTXDOVL]HDQGSURPLQHQFH³RQ86$,'
SDUWLDOO\RUIXOO\IXQGHGSURJUDPVSURMHFWVDFWLYLWLHV
SXEOLFFRPPXQLFDWLRQVDQGFRPPRGLWLHV
7KHUHDUHWLPHVZKHQ86$,'UHTXLUHVWKDWLWVORJR
EHPRUHSURPLQHQWO\GLVSOD\HGWKDQ&KLOG)XQG·V
7KLVKDSSHQVZKHQ86$,'LVWKHPDMRULW\GRQRU,W
ZLOOEHRQDFDVHE\FDVHEDVLVGHSHQGLQJRQWKH
DXGLHQFHSURJUDPJRDOVDQGPDWHULDOVSURGXFHG

Other examples 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

$Q\SURJUDPGHOLYHUDEOHVDQGPDWHULDOVIXQGHG )XOO\IXQGHGZLWK%350FRQWULEXWLRQ´*LIW
E\86$,'WKDWGRQ·WTXDOLI\IRUDQH[FHSWLRQPXVW RIWKH8QLWHG6WDWHV*RYHUQPHQWµ
EHFREUDQGHG7KLVGRHVQRWDSSO\WRPDUNLQJRI
UHFLSLHQW·VRIÀFHVYHKLFOHVRULWHPVDQGVXSSOLHV
XVHGE\UHFLSLHQWVIRUDGPLQLVWUDWLRQRIWKHDZDUG
7KHSROLF\DOVRDSSOLHVWRVXEUHFLSLHQWVZKR
UHFHLYHG86$,'IXQGLQJYLD&KLOG)XQG
Department of Labor (DOL)
&KLOG)XQGPXVWDFNQRZOHGJH86'2/IXQGLQJVXSSRUW
LQDOOSXEOLFDWLRQVDQQRXQFHPHQWVVSHHFKHV
DQGSUHVVUHOHDVHVUHODWLQJWRWKHSURMHFWV
7KH86'2/ORJRPD\EHDSSOLHGWRDQ\86'2/IXQGHG
PDWHULDOSUHSDUHGIRUZRUOGZLGHGLVWULEXWLRQLQFOXGLQJ
SRVWHUVYLGHRVSDPSKOHWVUHVHDUFKGRFXPHQWV
HYDOXDWLRQVQDWLRQDOVXUYH\VDQGRWKHUSXEOLFDWLRQV
RIJOREDOLQWHUHVW3ULRUWRXVLQJWKHORJR&KLOG)XQG
PXVWFRQVXOWZLWK86'2/RQZKHWKHUWKHORJRPD\
EHXVHGRQDQ\VXFKLWHPVDQGRUZLWKWKH&KLOG)XQG
ORJR&KLOG)XQGPXVWREWDLQ86'2/ZULWWHQSHUPLVVLRQ
EHIRUHSODFLQJWKH86'2/ORJRRQDQ\LWHP
Department of State/Bureau
of Population, Refugees,
and Migration (BPRM)
&KLOG)XQGPXVWSXEOLFO\DFNQRZOHGJHWKHSURMHFWV
DQGDFWLYLWLHVWKDWDUHIXQGHGZLWKDVVLVWDQFHIURP
%350&KLOG)XQGPXVWLQFOXGHUHFRJQLWLRQRI%350
IXQGLQJLQDOODSSURSULDWHSXEOLFDWLRQVDQGSULQWHG
GHVFULSWLRQVLQFOXGLQJSUHVVUHOHDVHVDQQXDO
UHSRUWVDQGÀQDQFLDOVWDWHPHQWVDQGDWWKHSURMHFW
VLWHWKRVHSURMHFWVDQGDFWLYLWLHVÀQDQFHGZLWK
%350IXQGLQJ$WWKHSURMHFWVLWHDFNQRZOHGJHPHQW
VKRXOGEHLQWKHIRUPRIDJUDSKLFRIWKH86
ÁDJDFFRPSDQLHGE\RQHRIWKHIROORZLQJWZR
SKUDVHVEDVHGRQWKHOHYHORI%350IXQGLQJ WKHDFWLRQLQLWVLQWHUQDODQGDQQXDOUHSRUWV
Brand Standards Manual version 2
3DUWLDOO\IXQGHGZLWK%350FRQWULEXWLRQ´)XQGLQJ
SURYLGHGE\WKH8QLWHG6WDWHV*RYHUQPHQWµ
)RUWKHDSSURYHG86ÁDJORJRFOLFNKHUH.
UNICEF
&KLOG)XQGPD\XVHWKH81,&()QDPHORJRDQG
HPEOHPEXWRQO\LQFRQQHFWLRQZLWKWKHSURMHFW
DQGRQO\ZLWKWKHSULRUZULWWHQFRQVHQWRI81,&()
7KH81,&()QDPHORJRDQGHPEOHPPD\RQO\EH
UHSURGXFHGIROORZLQJWKH81,&()/RJR*XLGHOLQHV
7KHUHDUHVHYHUDOYHUVLRQVRIWKH81,&()ORJR
DQG\RXZLOOQHHGWRFRQVXOWZLWKWKH81,&()
SURMHFWRIÀFHUDVVLJQHGWR\RXUJUDQWWRÀQGRXW
ZKLFKORJRLVEHVWWRXVHIRU\RXUSURMHFW
:KHQWKH81,&()ORJRLVXVHGLQSDUWQHUVKLSV
LWLVLPSRUWDQWWKDWDOOSDUWQHUVDUHHPSKDVL]HG
HTXDOO\DQGVSDFHVKRXOGEHOHIWEHWZHHQHDFK
ORJRVRDVWRGLIIHUHQWLDWHEHWZHHQWKHWZR
(XURSHDQ&RPPXQLW\
European Union (EC/EU)
$FFRUGLQJWRWKH(&·V*HQHUDO&RQGLWLRQV
WKDWJRYHUQ(&ÀQDQFHGJUDQWDJUHHPHQWVIRU
H[WHUQDODFWLRQVWKHIROORZLQJDSSOLHV
‡8QOHVVWKH(&DJUHHVRUUHTXHVWVRWKHUZLVH
WKHEHQHÀFLDU\PXVWWDNHDOOQHFHVVDU\
VWHSVWRSXEOLFL]HWKHIDFWWKDWWKH(8KDV
ÀQDQFHGRUFRÀQDQFHGWKHDFWLRQ
‡7KHEHQHÀFLDU\VKDOOPHQWLRQWKHDFWLRQDQG
WKH(XURSHDQ8QLRQ·VÀQDQFLDOFRQWULEXWLRQ
LQLQIRUPDWLRQJLYHQWRWKHÀQDOUHFLSLHQWVRI
DQGLQDQ\GHDOLQJVZLWKWKHPHGLD,WVKDOO
GLVSOD\WKH(8ORJRZKHUHYHUDSSURSULDWH

Other examples 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

‡$Q\QRWLFHRISXEOLFDWLRQE\WKHEHQHÀFLDU\
FRQFHUQLQJWKHDFWLRQLQFOXGLQJWKRVHJLYHQ
DWDFRQIHUHQFHRUVHPLQDUPXVWVSHFLI\
WKDWWKHDFWLRQKDVUHFHLYHG(8IXQGLQJ

‡$Q\SXEOLFDWLRQE\WKHEHQHÀFLDU\LQZKDWHYHU
IRUPDQGE\ZKDWHYHUPHGLXPLQFOXGLQJWKH
LQWHUQHWPXVWLQFOXGHWKHIROORZLQJVWDWHPHQW´7KLV
GRFXPHQWKDVEHHQSURGXFHGZLWKWKHÀQDQFLDO
DVVLVWDQFHRIWKH(87KHFRQWHQWVRIWKLVGRFXPHQW
DUHWKHVROHUHVSRQVLELOLW\RI>EHQHÀFLDU\QDPH@
DQGFDQXQGHUQRFLUFXPVWDQFHVEHUHJDUGHGDV
UHÁHFWLQJWKHSRVLWLRQRIWKH(XURSHDQ8QLRQµ

‡7KH&RPPXQLFDWLRQVDQG9LVLELOLW\0DQXDOIRU
(XURSHDQ8QLRQIXQGHGH[WHUQDODFWLRQVVWDWHV
´7KH3UHVVDQG,QIRUPDWLRQ2IÀFHUDWWKH(&
'HOHJDWLRQLQWKHSDUWLFXODUFRXQWU\VKRXOGEH
FRQWDFWHGEHIRUHWKHLPSOHPHQWLQJSDUWQHULQLWLDWHV
DQ\YLVLELOLW\DFWLYLW\7KH3URMHFW0DQDJHUVKRXOG
DOZD\VEHLQFOXGHGRQDQ\FRPPXQLFDWLRQ
ZLWKWKH3UHVVDQG,QIRUPDWLRQ2IÀFHUµ

‡7KHIROORZLQJSKUDVHDQGWKH(8ÁDJVKRXOGEH
DGGHGZKHQWKHUHLVDQ\FRPPXQLFDWLRQUHODWHGWR
WKHIXQGHGDFWLRQ´7KLVSURMHFWSURJUDPPHLVIXQGHG
E\WKH(XURSHDQ8QLRQµ7KHJUDSKLFGHSLFWLRQRI
WKH(8VKRXOGEHSRVLWLRQHGLQDQHTXDOO\SURPLQHQW
SODFHDQGVL]HDVWKDWRIWKHLPSOHPHQWLQJSDUWQHU

Brand Standards Manual version 2 

Other examples 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

7VKLUWV

7KHSULPDU\7VKLUWRSWLRQLVDJUHHQVKLUWLQDVKDGH
DVFORVHWR&KLOG)XQGSULPDU\JUHHQDVSRVVLEOH
ZLWKDZKLWH&KLOG)XQGORJRRQWKHIURQW$VVKRZQ
KHUHWKHORJRVKRXOGEHWKH&KLOG)XQGPDUNZLWKRXW
WKHZRUG,QWHUQDWLRQDORUDFRXQWU\RUUHJLRQQDPH
,IJUHHQVKLUWVDUHXQDYDLODEOHWKHVKLUWVVKRXOGEH
ZKLWHZLWKEODFNSULQWLQJ$ZKLWH7VKLUWDOVRPD\
EHVHOHFWHGLIXVLQJWKHFRORUJUHHQFRXOGFUHDWHD
SROLWLFDOFRQFHUQ7KHIURQWRIWKHVKLUWLVUHVHUYHG
IRUWKH&KLOG)XQGORJRDQGDQ\PHVVDJLQJRU
SDUWQHUVKLSORJRVVKRXOGJRRQWKHEDFNRIWKHVKLUW

SHE
SHE
WILL
WILL
live her dream.
live her dream.

SHE
WILL
live her dream.

APAC
Kafuee
Federation
ChildFund
AusAid

Brand Standards Manual version 2 

Questions? 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

QUESTIONS?
Section twelve

Brand Standards Manual version 2 

Questions? 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Contact your
Director of Communications

Cynthia Price
'LUHFWRURI&RPPXQLFDWLRQV
&KLOG)XQG,QWHUQDWLRQDO

(p) 804 756 2722

(e)FSULFH#FKLOGIXQGRUJ

Or Your Regional
Communication Managers

Vacant
$PHULFDV5HJLRQDO&RPPXQLFDWLRQ0DQDJHU
&KLOG)XQG,QWHUQDWLRQDO

7HQDJQH0HNRQQHQ
$IULFD5HJLRQDO&RPPXQLFDWLRQ0DQDJHU
&KLOG)XQG,QWHUQDWLRQDO

(p) 251 11 618 5697

(e)WPHNRQQHQ#DIULFDFKLOGIXQGRUJ

Julien Anseau
$VLD5HJLRQDO&RPPXQLFDWLRQ0DQDJHU
&KLOG)XQG,QWHUQDWLRQDO

(p) 66 2 261 2744

(e)MDQVHDX#DVLDFKLOGIXQGRUJ

Brand Standards Manual version 2 

*ORVVDU\ 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

GLOSSARY
Section thirteen

Brand Standards Manual version 2 

*ORVVDU\ 7DEOHRI&RQWHQWV , 7RSRI6HFWLRQ

Brand Standards Manual

$IRUPDOUHIHUHQFHGRFXPHQWHVWDEOLVKLQJWHFKQLFDODQG
FUHDWLYHVWDQGDUGVIRUDYLVXDOLGHQWLW\V\VWHP7\SLFDO
VWDQGDUGVLQFOXGHGHVFULSWLRQVDQGVSHFLÀFDWLRQVIRU
UHSURGXFLQJWKHORJRRUORJRW\SHVWDWLRQHU\V\VWHP
DQGFRPPRQSULQWDQGZHEDSSOLFDWLRQV

Color Palette
$VHOHFWLRQRIVSHFLÀFFRORUVWKDWDUHFKRVHQWR
FRRUGLQDWHFRQWUDVWRUKDUPRQL]HDVDQDLGWR
PDLQWDLQLQJDGHVLUHGGHJUHHRIFRQVLVWHQF\
ZLWKLQDYLVXDOLGHQWLW\V\VWHP

Logo
$JHQHULFWHUPIRUDXQLTXHJUDSKLFV\PEROGLVSOD\
RIDQDPHRUDFRPELQDWLRQRIERWKWKDWLVXVHGWR
UHSUHVHQWWKHRUJDQL]DWLRQ

0DUN
$JHQHULFWHUPIRUDXQLTXHJUDSKLFV\PEROXVHG
LQWHUFKDQJHDEO\ZLWK´ORJRµ

Tag Line
$VORJDQXVHGWRVXSSRUWWKHLGHQWLW\

Template
$ÀOHZLWKDQDVVRFLDWHGVW\OHVKHHWDQGDOOHOHPHQWVLQ
SODFHRQDPDVWHUSDJHXVHGIRUSXEOLFDWLRQVIROORZLQJ
WKHVDPHGHVLJQ

Typeface
7KHVHWRIFKDUDFWHUVLQFOXGLQJXSSHUFDVHDQGORZHU
FDVHDOSKDEHWLFDOFKDUDFWHUVQXPEHUVSXQFWXDWLRQ
DQGVSHFLDOFKDUDFWHUV$VLQJOHW\SHIDFHFRQWDLQV
PDQ\IRQWVRIGLIIHUHQWVL]HVDQGVW\OHV+HUPHVLVD
W\SHIDFH

Brand Standards Manual version 2