LOOKING GOOD CISV’S BRAND GUIDELINES

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CISV believes in the value of diversity. We also understand that large, diverse organizations need to have a familiar look and feel when they are communicating.

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To help us maintain that familiar look and feel, these Guidelines are an easy set of rules for communicating CISV visually. These Guidelines should be read together with Just Saying: an easy guide to communicating CISV in words.

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Building a Global Image

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The Basics

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The CISV logo

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Logo Sizes

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Logo Clear Space

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Logo Versions

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Logo Positioning

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What Not To Do

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CISV Sub-Brands: National Associations

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CISV Sub-Brands: Chapter Logos

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Typefaces

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Typefaces For Web

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Be Creatively Colourful

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Every Image Tells A Story

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Photography Guidelines

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Image Bank

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Best Practice

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T-shirts and other merchandise

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BUILDING A GLOBAL IMAGE CISV has developed tremendously since it was founded in 1950 as Children’s International Summer Villages. With a range of programmes, local and international, for people of all ages, CISV no longer only provides Villages for Children in the Summer. Meanwhile, the world around us has changed at a fast pace. Growing numbers of charities and organizations are competing for people’s attention. Because of this, CISV has to stand out and be memorable – whether this is in our publications, our posters or our websites. To help CISV stand out and to help our supporters identify us easily, we need a clear, easily recognisable, visual identity. By following these Guidelines we are helping to build a strong and consistent image of CISV; one that will be familiar anywhere in the world. This identity or image is what we refer to as our Brand. The CISV Brand is more than just a logo. A brand communicates everything people think of (like quality, value for money and trustworthiness) whenever they see a name whether that name is a not-for profit organization, a make of car or a breakfast cereal.

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THE BASICS There are a few basic rules for communicating CISV visually. In order to maintain a clear visual identity it is essential that they are followed consistently in all CISV communications and media, wherever they are produced.

We always make our logo and 1 tagline prominent.

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We have 2 primary colours and 6 secondary colours to choose from.



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We use three fonts, each in different ways.

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UP TO THE CHALLENGE?

This year, as part of CIS V’s focus on Conflict and Resolution, CISV is supporting Peace One Da y with the CISV Peace Da y Challenge - and we want you to take par t! Your goal, and the goa l of the Challenge, is to raise awareness of differe nt types of conflicts and participate in Peace Day activities on 21 September , 2011.

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The sample poster on the opposite page gives an idea of how the rules are applied. They provide a framework, while still allowing for a good deal of creativity for designers. They are rules, but they are not restrictions.

For more about Peace One Day visit CISV online at ww w.cisv.org

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THE CISV LOGO This is the CISV international logo; it is always displayed with our tagline ‘building global friendship’. It comes in two versions, horizontal (landscape) and vertical (portrait); use whichever version best suits your design (note the guidance on the size of logo you should use - see page 7). The logo should always be displayed prominently on all CISV communications materials, websites and apparel.

PRIMARY HORIZONTAL LOGO

The CISV logo portrays our founding vision that peace is possible through friendship, which underpins our purpose of educating and inspiring action for a more just and peaceful world. SECONDARY VERTICAL LOGO

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LOGO SIZES The recommended minimum size for displaying the CISV international logo is 25mm for the portrait version and 38mm for the landscape version. See best practice examples for further guidance. As a guiding principle the tag line must always be clearly legible.

Recommended minimum width and A5 – 25mm

Recommended minimum width and A5 – 38mm

A3 – 50mm

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A4 – 30mm

A4 – 65mm

A3 – 100mm

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LOGO CLEAR SPACE The CISV international logo looks best and has the most impact when it is used alone in its own clear space. This is why our clear space rule should always be applied.

X X

For further advice contact [email protected] A space equal to, or more than the height of the text area indicated should be left as clear space around the logo.

X

Particular care should be taken to use this rule when positioning the logo near text, images or at the edge of a page. As shown these clear space rules also apply to the portrait logo. Clear space area

X X

X

X Clear space area

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LOGO VERSIONS Wherever possible the master version of the logo should be used (example 1). An acceptable alternative is to appear in one colour on white (example 2). Where colour is not available, black and white can be used (examples 3 and 4). Where sufficient contrast is available for legibility (where the background is dark enough), the logo can appear white out of an image (example 5). The logo should never appear on a background of any flat colour other than the CISV brand colours. The logo should never appear reversed out of any other colour. These same rules apply to the portrait logo set.

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LOGO POSITIONING The CISV visual identity system needs to be consistently applied to help create as strong a brand as possible. The positioning of the logo and where it appears is an important element of the system. Wherever possible the logo should be positioned in the primary position as indicated above.

X

Where this is not possible the logo should be positioned in a clear and prominent location, please see best practice examples.

X X

Primary position

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WHAT NOT TO DO The illustrations of the logo here provide some of the ways the logo should not be used.  o not distort the logo either D vertically or horizontally. When using a photo as a background, make sure that the logo and tag line is fully clear and legible. The name and logo should always be in blue or black, never mixed. Always use the Interstate font with the logo, and always in lowercase letters. Do not switch or mix fonts. Do not make the name larger than the initials within the logo. The CISV symbol should never be used alone. The NA or Chapter name and tagline must always be included.

DISTORTED

NOT CLEARLY LEGIBLE

INCORRECT CASE & COLOURS

INTERNATIONAL

INCORRECT FONT

international building global friendship

MISSING TEXT

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CISV SUB-BRANDS: NATIONAL ASSOCIATIONS Each National Association is provided with its own suite of logos, some of which are illustrated here. All versions of the logo provided are in English, however, if your NA wants to translate it into your own language or translate the tag line, then you are invited to do so. If you are considering translating the logo and tagline, please contact the International Communications Team at [email protected] for further guidance.

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CISV SUB-BRANDS: CHAPTER LOGOS If your Chapter wants to produce it’s own materials such as posters, leaflets, T-shirts etc. this the logo format you should use. A: Name of National Association B: Tag line C: Name of Chapter A, B and C should always appear in lower case. Wherever possible the master version of the logo should be used (example 1). An acceptable alternative is to appear in one colour on white (example 2). Where colour is not available, black and white can be used (examples 3 and 4). Where the background is dark enough, the logo can appear white out of an image (example 5).

A

B C

The logo should never appear on a background of any flat colour other than the CISV brand colours. The logo should never appear reversed out of any other colour. These same rules apply to the portrait logo set.

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TYPEFACES We use three typefaces, each in different ways. Using the approved CISV fonts gives a professional and consistent look and makes our communications and other media distinctive. The official font we use for CISV in our logo and tagline is Interstate. When Interstate is used in the logo and tagline, the weight is Regular. We also use Interstate for headings and sub-headings. We recommend using the different weights of Interstate for headings and subheadings. However, Interstate should not be used for body text. You can obtain the font and buy a licence for Interstate from the Font Bureau (www. myfonts.com). If it is impossible for you to use Interstate for headings, then use Franklin Gothic instead.

Interstate ABCDEFGHIJKLMNOPQRSTUVWXWZ abcdefghijklmnopqrstuvwxwz 1234567890

Baskerville

ABCDEFGHIJKLMNOPQRSTUVWXWZ abcdefghijklmnopqrstuvwxwz 1234567890

Franklin Gothic

ABCDEFGHIJKLMNOPQRSTUVWXWZ abcdefghijklmnopqrstuvwxwz 1234567890

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INTERSTATE REGULAR (and other weights from the Interstate family) is used for headings and sub-headings only. It doesn’t work well for longer text and should not be used for this purpose.

BASKERVILLE is our main font for body text. It’s crisp and easy to read. It’s a serif font (meaning it has the little strokes at the tips of the letters). It should not be used for headings or sub-headings.

FRANKLIN GOTHIC can be used for body text if you prefer a sans-serif font. It can also be used for headings if you do not have access to Interstate.

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TYPEFACES Note: The Baskerville font is interchangable with an almost-identical font called Baskerville Old Face. Depending on your operating system, you may already have one, the other, or both. You can use Old Face if it is the only version you have.

Interstate is our font for headings and sub-headings. Baskerville is the serif font that we use for body text. We recommend it for longer documents and publications. It’s professional and crisp. Franklin Gothic is the sans serif font we use for body text. We recommend it for shorter texts, like posters and brochures. It’s casual and friendly.

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TYPEFACES You can use different versions of the same fonts, just don’t combine too many variations at the same time. Sometimes you might want a slightly different look. Different font weights or text in italics are excellent ways to mix things up while still keeping the consistent look and feel. When you use these variations, be careful not to use too many at the same time. Usually, it makes things looks messy. At most, pick one font to use for all of your headings, one for all of your subheadings, and one for all of your body text. Any more is probably too much. You should not change any part of the typeface by manually condensing or expanding text. For legibility, we recommend a minimum type size of 12 point is used in documents and other printed communications.

Baskerville

Baskerville Italic

Franklin Gothic Book

Franklin Gothic Medium

abcdefg ABCDEFG 1234

abcdefg ABCDEFG 1234

Interstate Regular

Interstate Light

abcdefg ABCDEFG 1234

abcdefg ABCDEFG 1234

Interstate Bold Compressed

Interstate Black Condensed

abcdefg ABCDEFG 1234

abcdefg ABCDEFG 1234

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abcdefg ABCDEFG 1234

abcdefg ABCDEFG 1234

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TYPEFACES These samples show how you could use the variety of fonts we have chosen for our brand identity. The only exception is Arial, the font we use for the web (see page 18).

INTERSTATE BLACK CONDENSED INTERSTATE LIGHT CONDENSED BASKERVILLE

BASKERVILLE (ITALIC)

A Typical CISV Heading With a light sub-heading CISV is a peace education organization acting to make a positive impact in the world. But what does ‘peace education’ mean? Simply put, peace education looks at local and global issues, recognising that peace can mean much more than the absence of war.

CISV Passport

INTERSTATE BLACK INTERSTATE LIGHT FRANKLIN GOTHIC BOOK

FRANKLIN GOTHIC MEDIUM

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With a light sub-heading CISV is a peace education organization acting to make a positive impact in the world. But what does ‘peace education’ mean? Simply put, peace education looks at local and global issues, recognising that peace can mean much more than the absence of war.

CISV Passport

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TYPEFACES FOR WEB Fonts work a bit differently on websites, so we need to adapt when we communicate online. With printed materials, and digital formats like PDFs and JPEGs, we can use any combination of fonts we like. However, when it comes to websites we are more limited. That’s because web browsers only display fonts that users have installed on their systems. That means, if a person doesn’t have Interstate on his or her computer, the font won’t display. For this reason, websites use standard fonts that come pre-installed on all computers. CISV uses Arial as our font for web sites.

Arial

abcdefg ABCDEFG 1234

A Typical CISV Heading With a light sub-heading

CISV is a peace education organization acting to make a positive impact in the world. But what does ‘peace education’ mean? Simply put, peace education looks at local and global issues, recognising that peace can mean much more than the absence of war. CISV Passport

Arial is our font for websites. It is in between Interstate and Franklin so it works for both headlines and body text.

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The CISV website makes effective use of the Arial font by using it in a few different sizes and weights.

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BE CREATIVELY COLOURFUL Colour is an integral part of our identity and reflects the CISV ‘personality’. It helps to promote CISV as a trustworthy, friendly and engaging organization. Our reputation as a professional, wellestablished and reputable organization that can be trusted with the care of children and young people is one we must promote and protect. Our two primary colours CISV Blue and CISV Orange convey dependability and depth (blue), along with fun, warmth and energy (orange).

PANTONE 285

Tints 75%

50%

25%

10%

PANTONE 165

Tints 75%

50%

25%

10%

CMYK: 90 • 48 • 0 • 0 RGB: 0 • 118 • 190 WEB SAFE: 336699

CMYK: 0 • 68 • 98 • 0 RGB: 243 • 115 • 36 WEB SAFE: FF6633

PANTONE 123

Tints 75%

50%

25% 10%

PANTONE 227

Tints 75%

50%

25% 10%

PANTONE WARM RED

Tints 75%

50%

25% 10%

PANTONE 137

Tints 75%

50%

25% 10%

PANTONE 362

Tints 75%

50%

25% 10%

PANTONE 290

Tints 75%

50%

25% 10%

CMYK: 0 • 21 • 88 • 0 RGB: 255 • 202 • 56 WEB SAFE: FFCC33

CMYK: 0 • 86 • 80 • 0 RGB: 240 • 76 • 62 WEB SAFE: FF3333

CMYK: 78 • 2 • 98 • 9 RGB: 38 • 161 • 70 WEB SAFE: 339933

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CMYK: 6 • 100 • 7 •20 RGB: 186 • 0 • 110 WEB SAFE: CC0066

CMYK: 0 • 38 • 95 • 0 RGB: 251 • 170 • 38 WEB SAFE: FF9933

CMYK: 23 • 0 • 1 • 0 RGB: 191 • 231 • 247 WEB SAFE: BFE7F7

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EVERY IMAGE TELLS A STORY Photos are a great way to bring communications to life. Just make sure to use the right ones. As an international organization, CISV relies heavily on visual images for most of its communications - especially in publications and on its websites. Remember the old saying, ‘every image tells a story. In a diverse, intercultural organization like CISV, photos are important because they communicate without language. Here are a few more ideas for taking and using photos:

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Show a high degree of diversity (age, gender, culture, etc.) among participants. Show participants having fun, but clearly engaged in an educational activity. Take action shots rather than posed groups or individuals. Crop your photos to focus the attention on the main subject or action.

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PHOTOGRAPHY GUIDELINES Quality It is very important that images prepared for printed publications are of a high enough quality to work well with modern print methods. People often save their images at 72 dpi resolution (fairly low resolution), when for very sharp reproduction a printer outputs at 2,400 dpi (very high resolution). Low resolution images are usually fine for emailing and sometimes work on the web, but they are short of the quality necessary for print reproduction. When working on the web and in print, make sure the photos you use are always crisp, vivid and clear. Photos that are blurry or pixilated should always be avoided.

Digital cameras When taking shots make sure you are using high resolution settings on your camera. You can change these settings to low resolution on your computer when you want to use images for email or for the web.

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IMAGE BANK We would encourage you to forward copies of your favourite photos to us or send us links to where you store them on-line. CISV International maintains a Flickr account, where we will display the best images. We also maintain a secure photo library, where you can download images. Log in to myCISV on www.cisv.org to access. Send us your professional-quality, high resolution images. The images that best illustrate CISV will be used in publications such as the Annual Review. They could also feature on the CISV International website or in CISV publications and media around the world.

When you send us photos, please include the details of when and where they were taken. Participants at CISV programmes have already given their consent for their photographs to be used for promotional purposes. If we use your photographs in our publications, we will not identify anyone in them by name. We will credit you if we use any of your photographs. Send your photo selections to: [email protected]

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BEST PRACTICE These sample page layouts show the visual values we want to see to reinforce the CISV brand.

• Creative use of the CISV colour palette. • Lots of white space that allows photographs and headlines plenty of ‘breathing’ space. • Careful choice of images to illustrate as exactly as possible the messages and brand values being delivered. • Correct positioning, size and colour of logo. Always include the logo on any official CISV documents. • Correct use of fonts for headlines (Interstate) and text (Franklin Gothic Book, Baskerville). Overall, a clean, bright and warm feeling should be created along with catchy headlines and attractive images.

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village NG I R I P INS GE CHAN

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ARF AIM CISV IIC CLINIC EDC EEC ERF EVR GPS GPS RECO ICC IEC IFC IIC IJB IJBC THE SLANG DICTIONARY OF CISV INTERNATIONAL IJR IMC INFO FILE IO IPP IPT ISU ITC IVC IYM LIC LMO LTC MATCHBOX MWM NIC NJR OCN ODD ORC PFT PLENARY

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A First Glance at Human Rights Fundraising Guide 24

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T-SHIRTS AND MERCHANDISE Within CISV, t-shirts have always been a favourite item and have been produced in a wide variety of styles. Some mark the occasion of a specific activity; some are just for fun. We want that creativity to continue. T-shirts and other apparel are a fun and effective way to increase the global visibility and recognition of CISV. All we ask is that the brand identity (logo with tagline, fonts and colours) is respected. Try to place the logo and tagline in a position where it will be seen and noticed easily and will not be ‘lost’ or hidden in the design. All CISV apparel must carry the CISV logo and tagline in the correct dimensions. You may print the logo in reverse (white), black or any one of the approved CISV colours. One or more of the other approved fonts may also be used in addition to Interstate for the logo.

Hello!

When displaying the logo of a sponsor it should not be larger than the CISV logo.

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