BRAND IDENTITY GUIDELINES
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1 BRAND IDENTITY GUIDELINES
2 Contents ESPA Logos 3 Size and exclusion zone 4 ESPA Logo Blocks 5 Logo Use ESPA Directorate 6 Logo Use Partner Organisations 7 Equal Logo Weighting 8 Typeface Primary 9 Typeface Headings 10 Typeface System 11 Colour Palette 12 Disclaimer text to accompany the logos 13 Photography and imagery 14 More information 15
3 ESPA Logos ESPA Brand Identity Guidelines 3 All materials (whether print or digital) produced by ESPA-funded projects with the intention of release into the public domain must display the ESPA logo and/or ESPA logo block in accordance with these Guidelines. Websites should display the ESPA logo on every page, and the ESPA logo block on at least one page of the site. The ESPA logo comes in two main versions: Primary - the full logo, which includes the acronym espa and the words Ecosystem Services for Poverty Alleviation Secondary - the smaller half logo, which includes just the acronym espa Any use of the ESPA logo must include at least one instance of the full logo, and subsequent use (such as its appearance on other pages) can be of the Half Logo. Both of the ESPA logos come in Reverse forms with white text (instead of blue text) which should be used when placed against darker, coloured backgrounds. The ESPA logos are available as.eps files (print-ready versions). If required for on-screen use (e.g. for a website) they should be converted by the users to a more suitable file format, such as.gif or.png. Primary logo Reverse versions Secondary logo
4 Size and exclusion zone ESPA Brand Identity Guidelines 4 The logo should not appear smaller than 15mm in height. The logo requires space around it in order to maximize its visual presence. The exclusion zone is calculated by the distance from the top edge to the bottom of the middle edge of the a in the logo (denoted by a opposite). Please ensure no other graphic elements, images or text are placed within these zones. Minimum size 15mm Exclusion zone a a a a
5 ESPA Logo Blocks ESPA Brand Identity Guidelines 5 The larger EPSA logo block is designed to be used at the foot of the final page of documents, the bottom of the back cover of leaflets and booklets, or at the bottom of webpages. The ESPA logo block is available as an.eps file (print-ready version). If required for on-screen (e.g. for a website) they should be converted by the user to a more suitable file format, such as.gif or.png. Full-colour and black and white versions of the ESPA logo block are available for use. The logo block acknowledges the support of DFID, NERC, and ESRC. If the ESPA logo is used without the additional use of the ESPA logo block, then the following acknowledgement must also be included somewhere in the text: The ESPA programme is funded by the Department for International Development (DFID), the Economic and Social Research Council (ESRC) and the Natural Environment Research Council (NERC). Colour with border Black/white with border Colour, no border Black/white, no border Horizontal version
6 Logo Use ESPA Directorate ESPA Brand Identity Guidelines 6 Products produced by the ESPA Directorate should have the ESPA logo at the top and the ESPA plus three donor logos at the bottom/ back of the publication or product. ESPA Annual Report The ESPA Annual Report 2017 shows this principle, in practice. Find the donor logos on their websites, as follows: NERC ESRC DFID
7 Logo Use Partner Organisations ESPA Brand Identity Guidelines 7 For products that are created not by the Directorate but, for example, by legacy partner organisations, should simply incorporate the ESPA plus three donor logos block, plus with the ESPA Directorate s approval and on a case by case basis the partners logos. Partner Organisations, colour with border Partner Organisations, horizontal version
8 Equal Logo Weighting ESPA Brand Identity Guidelines 8 For event invitations and agendas, event banners and other signage, the ESPA logo and any hosting organisation s logo should be of equal prominence. The donor logos must also be shown for public-facing communications of this type. See example, right. Example of an events banner with equal logo weighting 14 MARCH 2018 Ecosystem services for poverty alleviation in urbanising India Delhi, India
9 Typeface Primary ESPA Brand Identity Guidelines 9 The typeface family Source Sans Pro has been selected for use by ESPA. When Source Sans Pro isn t available, it is acceptable to use Arial. Source Sans Pro Bold Source Sans Pro Regular Source Sans Pro Light
10 Typeface Headings ESPA Brand Identity Guidelines 10 Tw Cent MT Bold has been selected for use by ESPA to be used as an alternative option for headings to be used alongside Source Sans Pro body text. When Tw Cent MT Bold isn t available, it is acceptable to use Arial. Tw Cent MT Bold Tw Cent MT Regular
11 Typeface System ESPA Brand Identity Guidelines 11 When Source Sans Pro isn t available, it is acceptable to use Arial. Arial Bold Arial Regular Arial Regular Italic
12 Colour Palette ESPA Brand Identity Guidelines 12 Pantone CMYK RGB HEX Pantone (PMS) PMS is a universally recognised colour matching system based on lithography printing inks. The letter U or C after the number denotes whether the surface to be printed on is uncoated or coated. CMYK These indicate an accurate match to the equivalent PMS colours when printing in four colour process. RGB and HEX When any of these colours are reproduced on-screen (e.g. in digital presentations or internet etc.), they should be created with the appropriate RGB or Hexadecimal colour values shown here. PMS 2945 C:100 M:53 Y:2 K:16 R:0 G:76 B:151 #004C97 PMS 382 C:28 M:0 Y:100 K:0 R:196 G:214 B:0 #C4D600 PMS 7463 C:100 M:63 Y:12 K:67 R:0 G:43 B:73 #002B49 PMS Process Blue C:100 M:13 Y:1 K:2 R:0 G:133 B:202 #0085CA PMS 369 C:68 M:0 Y:100 K:0 R:100 G:167 B:11 #64A70B PMS 144 C:0 M:51 Y:100 K:0 R:237 G:139 B:0 #ED8B00 PMS 187 C:7 M:100 Y:82 K:26 R:166 G:25 B:46 #A6192E PMS 268 C:82 M:98 Y:0 K:12 R:88 G:44 B:131 #582C83 PMS 258 C:51 M:79 Y:0 K:0 R:140 G:71 B:153 #8C4799 PMS 7493 C:25 M:4 Y:44 K:3 R:187 G:197 B:146 #BBC592 PMS 5845 C:18 M:10 Y:60 K:23 R:175 G:169 B:110 #AFA96E PMS 5635 C:34 M:10 Y:33 K:20 R:148 G:165 B:150 #94A596 PMS Warm Grey 3 C:9 M:11 Y:13 K:20 R:191 G:184 B:175 #BFB8AF PMS 403 C:18 M:21 Y:27 K:47 R:140 G:133 B:123 #8C857B
13 Disclaimer text to accompany the logos ESPA Brand Identity Guidelines 13 When using the ESPA logos (irrespective of the version) you must always include the disclaimer text. Note that red text must be completed as appropriate for your project. Disclaimer text Produced by [research project name] ([NERC project no.]), [funded]/[partly funded] with support from the Ecosystem Services for Poverty Alleviation Programme (ESPA). The ESPA programme is funded by the Department for International Development (DFID), the Economic and Social Research Council (ESRC) and the Natural Environment Research Council (NERC), as part of the UK s Living with Environmental Change Programme (LWEC). The views expressed here are those of the authors and do not necessarily represent those of the funders, the ESPA Programme, the ESPA Directorate, or LWEC.
14 Photography and imagery ESPA Brand Identity Guidelines 14 Photography examples We have a bias to using positive, upbeat, solutions-orientated images and showing people using natural resources, and with disciplined balance of women/men, old/young, so this should be conveyed.
15 ESPA Brand Identity Guidelines 15 More information Mairi Dupar Communications Specialist Ecosystem Services for Poverty Alleviation (ESPA) Argyle House 3 Lady Lawson Street Edinburgh EH3 9DR +44 (0) communication@espa.ac.uk 2008 Ecosystem Services for Poverty Alleviation
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