JOIN US. END IT. Brand guidelines February 2019 - Version 1.0 - Frontline AIDS
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JOIN US. END IT. Brand guidelines February 2019 — Version 1.0
CONTENTS
This document defines one of our 10 OUR BRAND UPFRONT 16 BRAND ASSETS 67 TONE OF VOICE
most important assets – our brand.
11 Our brand strategy 17 Brand toolkit 39 Typography 68 Our writing principles
Our brand is the foundation of our 12 Our vision 40 Headline typeface 69 Our writing fundamentals
thinking, philosophy and what we 13 Our brand narrative 18 Our logo 41 Body copy typeface 70 Watchouts & no-no's
14 Our boilerplate 19 Primary & secondary 42 Principles 71 Bringing our voice to life
stand for. It is more than simply a
15 Our strapline 20 Logo colourways 43 Headlines 72 Communication spectrum
logo or symbol, it is the decisions we
21 Sizing & clearspace 44 Headlines & colour 73 The test
make and how we present ourselves 22 Logo positioning 45 Creative headlines 74 Style guide
to the outside world. It is embodied 24 Logo usage 78 Writing news stories
in how we behave, as well as how we 25 Using our strapline 46 Photography 81 Writing blog posts
communicate. It is everything we are 26 Strapline in action 47 Overview
and everything we do. 27 Watchouts 48 Photography Style 83 BRINGING IT ALL TOGETHER
49 Photography Content
28 Our symbol 50 Watchouts 84 A quick recap
29 Sizing & clearspace 51 Leading with photography 85 Communication spectrum
30 Symbol colourways 52 'Hidden' frame 86 What volume do you need?
31 Symbol usage
32 Symbol & photography 53 Illustration 87 Best practice
33 Watchouts 54 Illustration style 88 Brand experience
34 Activism for everyone 55 Creating our illustrations 89 Stationery & email
56 Application of illustrations 90 PowerPoint
35 Colour 57 Hand drawn graphics 91 Brochures
36 Colour palette 58 Infographics 92 Newsletters
37 Colour usage 59 Do's & don'ts 93 Social media
38 Infographic palette 94 Digital
60 PARTNERSHPS 95 Advertising
97 Event collateral
61 Architecture overview
62 Descriptor logos
98 CONTACT US
63 Co-branding scenarios
64 Endorsement scenarios
65 Accreditation stamp
66 Visualising our reach
Frontline AIDS
Brand guidelines 2
WE ARE HERE,
ON THE
FRONTLINE
AGAINST
PERSECUTION
WE ARE HERE,
ON THE
FRONTLINE
OF TRUTH
Frontline AIDS
Brand guidelines 3
WE ARE HERE, WE ARE HERE, ON THE ON THE FRONTLINE FRONTLINE OF SEXUAL AGAINST HEALTH DISCRIMINATION Frontline AIDS Brand guidelines 4
WE ARE HERE,
ON THE
FRONTLINE
OF EQUALITY
WE ARE HERE,
ON THE
FRONTLINE
AGAINST HATE
Frontline AIDS
Brand guidelines 5
WE ARE HERE, WE ARE HERE, ON THE ON THE FRONTLINE FRONTLINE OF HUMAN OF HOPE RIGHTS Frontline AIDS Brand guidelines 6
WE ARE HERE,
ON THE
FRONTLINE
OF TABOOS
WE ARE HERE,
ON THE
FRONTLINE
OF EDUCATION
Frontline AIDS
Brand guidelines 7
WE ARE HERE, WE ARE HERE, ON THE ON THE FRONTLINE FRONTLINE OF FUTURES OF LIFE Frontline AIDS Brand guidelines 8
WE ARE
FRONTLINE
AIDS
Frontline AIDS
Brand guidelines 9
OUR BRAND Every brand that changes the world
UPFRONT starts from a strong foundation.
This is ours.
Our beliefs are fundamental, everyone
11 Our brand strategy who works with us must align to these:
12 Our vision
13 Our brand narrative 1. The lives of all human beings
are of equal value
14 Our boilerplate
15 Our strapline
2. Everyone has the right to access
the HIV information and services
they need for a healthy life
BECAUSE
WE ARE
HUMAN
Frontline AIDS
Brand guidelines 10OUR BRAND
UPFRONT
OUR BRAND
STRATEGY
11 Our brand strategy This is the core of Frontline AIDS –
12 Our vision
13 Our brand narrative
how we articulate our reason
for being, the change we want Our purpose We exist because the most marginalised people
demand innovation to create a future free from AIDS.
14 Our boilerplate to see in the world, and how
15 Our strapline we’re going to achieve it.
Our proposition We are a global movement igniting innovations that
break through social, political and legal barriers that
stand in the way of a future free from AIDS.
Our proof points We draw on 25 years proven experience working with
marginalised populations, to solve the toughest challenges
that are too often avoided and ignored.
We act as one globally diverse movement of people and
organisations to deliver proven locally relevant innovations
at scale, reaching those too often excluded.
Our dynamism is our power
We constantly rethink what we do and challenge
ourselves and our partners to do things differently.
Frontline AIDS
Brand guidelines 11OUR BRAND
UPFRONT
OUR VISION
WE WANT A FUTURE
11 Our brand strategy These messages introduce us to
12 Our vision our audiences, giving them clarity
13 Our brand narrative of why we’re here and the confidence
FREE FROM AIDS FOR
14 Our boilerplate in what we do.
15 Our strapline
EVERYONE, EVERYWHERE.
Why we exist Around the world millions of people are denied HIV
prevention, testing, treatment and care simply because of
who they are and where they live. As a result, almost 2 million
were infected with HIV in 2017 and almost 1 million died of
AIDS-related illness.
What we do Frontline AIDS works to break down the social, political and
legal barriers that marginalised people face and stand in the
way of the end of AIDS.
How we work We work with partners on the frontline, innovating together
to create a future free from AIDS.
Frontline AIDS
Brand guidelines 12OUR BRAND
UPFRONT
OUR BRAND
NARRATIVE
AIDS is done.
11 Our brand strategy Here’s the real story. We’ve got stuck. Focus, time and money Become not just an alliance of the right minded but a
12 Our vision are being shifted away from AIDS. We’ve all been guilty of movement open to all – and their ideas, energy. Seek new
wishful thinking, looking at targets like they’re the same as collaborations and the technology to connect people to
It will be gone
13 Our brand narrative
14 Our boilerplate the truth. innovative approaches – which join together the political,
social, economic, legal and medical. Because no one person
by 2030. Easy.
15 Our strapline
We’re losing this fight. Again. It’s a crisis. Again. The epidemic or organisation can end AIDS alone.
hasn’t gone away. AIDS isn’t done. It’s evolving. And the world
isn’t keeping up. Become a movement that is global, national, local and multi-
directional in how it thinks and acts. That changes as the
Wrong. Right now, the epidemic is spiking amongst people in
societies around the world with the least power, those whose
epidemic changes. An organisation that speaks the truth. That
will go where others fear. That will amplify the voices that
voices the world continually ignores, are stigmatised and people already have. That will push every boundary until it
marginalised just because of who they are. If we don’t act fast yields, fuelling a future free from AIDS.
– if we don’t act now – more people will be infected and die.
It’s as simple as that. Our dynamism is our power. We will bring together a
diversity of people and ideas across social and geographic
We’ve been on the frontline of the world’s response to AIDS boundaries. Because through our movement we will make
for 25 years now. We were there before most others. We the world better.
have the credibility to be listened to, the history to change
the future. We can’t step aside. So we need to make a leap. It’s time to rage. It’s time to change. It’s time to get smart. It’s
Break free of the thinking, the language, the actions that were time to up our game, get back on track. It’s time to end this
once effective but are now holding us back. Shake up the epidemic forever.
complacent consensus in our sector. Make some noise. Rattle
some cages. Light some fires. Together we are greater than AIDS.
Frontline AIDS
Brand guidelines 13OUR BRAND
UPFRONT
OUR BOILERPLATE
11 Our brand strategy When the new brand messages
12 Our vision are combined, they provide a Frontline AIDS wants a future free from AIDS for
13 Our brand narrative new boilerplate description of
14 Our boilerplate Frontline AIDS. everyone, everywhere. Around the world, millions
15 Our strapline
of people are denied HIV prevention, testing,
treatment and care simply because of who they
are and where they live.
As a result, almost 2 million were infected
with HIV in 2017 and almost 1 million died
of AIDS-related illness.
Together with partners on the frontline, we
work to break down the social, political and
legal barriers that marginalised people face,
and innovate to create a future free from AIDS.
Frontline AIDS
Brand guidelines 14OUR BRAND
UPFRONT
OUR STRAPLINE
11 Our brand strategy An active and energising statement, our
12 Our vision strapline acts as a rallying cry that invites
13 Our brand narrative everyone everywhere – partners, individuals,
14 Our boilerplate donors – to become our partners by joining
15 Our strapline the movement to end AIDS forever.
JOIN US. END IT.
Frontline AIDS
Brand guidelines 15BRAND ASSETS A burst of energy, ideas and creativity. That’s
what Frontline AIDS is – and that’s what our
brand reflects and radiates out to the world.
All the elements that make up our identity
– our logo, typography, colour palette,
photography, illustration style and tone of
17 Brand toolkit voice – have been designed to grab attention,
18 Our logo insist that there’s no ignoring us or AIDS.
28 Our symbol
35 Colour Dynamic and powerful, bright and bold, the
39 Typography way we look strikes a balance between the
46 Photography optimistic and the hard-hitting. We can be
53 Illustration
upbeat and challenging, truthful and realistic,
serious and sensitive. And through us, people
will start to see the real story of AIDS.
OUR
DYNAMISM
IS OUR
POWER
Frontline AIDS
Brand guidelines 16BRAND ASSETS
BRAND
TOOLKIT
17 Brand toolkit Our brand consists of a number of visual
Logo and symbol page 18 Typography page 39
18 Our logo assets. In isolation they have individual
28 Our symbol meaning but together they create engaging
and recognisable communications.
CAN
YOU SEE
SEE THE
REAL
35 Colour
WHAT THE STORY
WORLD OF AIDS
CAN’T
39 Typography
SEX
?
46 Photography Some of our brand assets have fixed
MOTHER
53 Illustration
rules around them. Others have a more
flexible interpretation, allowing us to design WORKER
communications tailored for all audiences.
Colour palette page 35 Photography page 46
FFa
Typefaces page 39 Illustration page 53
AIDS
Fixed brand assets Flexible brand assets
These assets have fixed rules and should be Typography, photography and illustration
used consistently on Frontline AIDS materials. has more flexible guidance to allow for
tailored messaging and communications.
Frontline AIDS
Brand guidelines 17Our logo
BRAND ASSETS
TAKING
A STAND
17 Brand toolkit Our logo has to do many things. Stand out.
18 Our logo Show that we’re a human-focused organisation,
19 Primary & secondary and one that does innovative things too.
20 Logo colourways That’s why we’ve gone for a combination of
21 Sizing & clearspace a wordmark and a symbol – we can convey
22 Logo positioning multiple ideas through it at once.
24 Logo usage
The wordmark captures the spirit, immediacy
25 Using our strapline
and directness of art, campaigning and protest
26 Strapline in action
when the first wave of AIDS activism was at
27 Watchouts
its loudest, taking inspiration from signs and
28 Our symbol
messages seen on placards at the time.
35 Colour The lettering is set tightly, giving the mark
39 Typography strength and authority. And the individual
46 Photography letters themselves have their own quirks,
53 Illustration a nod to the knowledge that we work with
individuals and communities with their
own unique characteristics.
There’s also an equal weighting between the
thickness of the letters, and the lines that make
up the symbol, but a contrast between the
straight lines of the former and the curves of
the latter. That says we can do analysis and
creativity – both needed if we want to come
up with the ideas to end the epidemic.
Our symbol is always on the right of the logo,
and the text is right-aligned too. Together this
gives a sense of Frontline AIDS moving forward,
ready to embrace its partners, and tackle the
next issue with open arms. (You can find out
more about the symbol on page 30.) And by
putting everything in black, we have stature
and gravitas.
All of which adds up to a logo which is loud,
Frontline AIDS unapologetic and something to be proud of.
Brand guidelines 18Our logo
BRAND ASSETS
PRIMARY &
SECONDARY
17 Brand toolkit Two versions of our logo have been created Primary logo
18 Our logo to provide us with the ability to give our
19 Primary & secondary identity as much stand-out as possible.
20 Logo colourways
21 Sizing & clearspace We should always aim to use the primary
22 Logo positioning version of our logo, but there may be
24 Logo usage
instances where the stacked nature of the
secondary version of our logo will provide
25 Using our strapline
us with greater stand-out. In these instances
26 Strapline in action
the secondary logo can be considered, but
27 Watchouts
it is important to make this judgement,
28 Our symbol
rather than always defaulting to this version
35 Colour of our logo.
39 Typography
46 Photography
53 Illustration Wordmark Symbol
Secondary logo
See page 26 for guidance
on when and what version
of our logo to use. Symbol
Wordmark
Frontline AIDS
Brand guidelines 19Our logo
BRAND ASSETS
LOGO
COLOURWAYS
17 Brand toolkit Our logo should predominately be used Black White Blue Pink Green
18 Our logo in black, but a number of colourways are
19 Primary & secondary available to ensure stand-out across all
20 Logo colourways of our communications.
21 Sizing & clearspace
22 Logo positioning It is important that the correct version of
24 Logo usage
our logo is used. The matrix below provides
the available logo colourways and their
25 Using our strapline
permitted background colour pairings.
26 Strapline in action
27 Watchouts
28 Our symbol
DON'T use the white version of
35 Colour
our logo on black backgrounds.
39 Typography
46 Photography
53 Illustration
The logo colourways and
background colour pairings also
apply to our secondary logo.
Frontline AIDS
Brand guidelines 20Our logo
BRAND ASSETS
SIZING &
CLEARSPACE
Clearspace
17 Brand toolkit Our logo is our key identifier so it is important
18 Our logo to protect it and ensure its integrity. To help
19 Primary & secondary with this, we have established a clearspace
20 Logo colourways guide and determined a minimum size.
21 Sizing & clearspace
22 Logo positioning So that our logo has room to breathe and
24 Logo usage
is not cluttered by text or other graphic
elements, an area of clearspace should be
25 Using our strapline
respected. Our logo’s clearspace is defined
26 Strapline in action
by the width of our symbol.
27 Watchouts
28 Our symbol
This clearspace surrounding the logo should
35 Colour be regarded as a minimum and wherever
39 Typography possible, should be greater.
46 Photography
53 Illustration The two versions of our logo have their own
respective minimum sizes. Our logo should
never be used smaller than these sizes to
ensure our logo’s legibility.
Minimim size
25mm in print
See page 24/25 for 110px on screen
logo sizing guidance. 15mm in print
65px on screen
Frontline AIDS
Brand guidelines 21Our logo
BRAND ASSETS
PRIMARY LOGO
POSITIONING Width
17 Brand toolkit It is important to size and position our logo to Our preference is to place our logo in the top
18 Our logo ensure it is prominent within the layout and corners, with top right serving as our default
Width + Height
19 Primary & secondary also consider where the communication will position. However, holistic considerations to = XX : 8.5 = XX
20 Logo colourways be seen. layout and composition when positioning
21 Sizing & clearspace our logo take precedence, meaning that our
22 Logo positioning To work out the size of our logo, simply logo should be placed in the most legible
24 Logo usage
measure the width of your canvas and add place. For that reason our logo can also be
the height measure; then divide the result positioned in either of the bottom corners
25 Using our strapline
by 8.5. Try to round up to the nearest 1mm if the circumstances dictate them to be the
26 Strapline in action
either way if necessary. best position. Our logo can also be centred
27 Watchouts
in situations where the composition of layout
28 Our symbol
With horizontal or vertical extreme formats or the application itself would benefit from
35 Colour use a visually appropriate logo size. a centrally positioned logo; e.g. tote bag
39 Typography or poster.
Height
46 Photography
53 Illustration To best work out the position of the logo
on any given format, simply use our logo's
clearspace guide, using the width of our
symbol for the X&Y axis as reference.
This will give you an indication of where
to place the logo as shown in the diagram
on the right.
Our clearspace guide
on page 21 should be
used for determining
application margins.
Positioning reference
Frontline AIDS
Brand guidelines 22Our logo
BRAND ASSETS
SECONDARY LOGO
POSITIONING Width
17 Brand toolkit It is important to size and position our logo to Our preference is to place our logo in the top
18 Our logo ensure it is prominent within the layout and corners, with top right serving as our default
19 Primary & secondary also consider where the communication will position. However, holistic considerations to Width + Height
20 Logo colourways be seen. layout and composition when positioning = XX : 13 = XX
21 Sizing & clearspace our logo take precedence, meaning that our
22 Logo positioning To work out the size of our logo, simply logo should be placed in the most legible
24 Logo usage
measure the width of your canvas and add place. For that reason our logo can also be
the height measure; then divide the result positioned in either of the bottom corners
25 Using our strapline
by 13. Try to round up to the nearest 1mm if the circumstances dictate them to be the
26 Strapline in action
either way if necessary. best position. Our logo can also be centred
27 Watchouts
in situations where the composition of layout
28 Our symbol
With horizontal or vertical extreme formats or the application itself would benefit from
35 Colour use a visually appropriate logo size. a centrally positioned logo; e.g. tote bag
39 Typography or poster.
Height
46 Photography
53 Illustration To best work out the position of the logo
on any given format, simply use our logo's
clearspace guide, using the width of our
symbol for the X&Y axis as reference.
This will give you an indication of where
to place the logo as shown in the diagram
on the right.
Our clearspace guide
on page 21 should be
used for determining
application margins.
Positioning reference
Frontline AIDS
Brand guidelines 23Our logo
BRAND ASSETS
LOGO USAGE
17 Brand toolkit
18 Our logo
When choosing which version of our logo
to use, our primary logo should always be
WE Where possible we should use the
primary logo. However in certain instances
CAN
19 Primary & secondary considered first. As a result our primary logo our secondary logo will provide more
20 Logo colourways should be present in the majority of cases. visual stand-out and its usage should
21 Sizing & clearspace be considered.
22 Logo positioning
24 Logo usage
25 Using our strapline
26 Strapline in action
27 Watchouts
28 Our symbol
AIDS
35 Colour
39 Typography
46 Photography
53 Illustration
Frontline AIDS
http://www.frontlineaids.org
Frontline AIDS
Brand guidelines 24Our logo
BRAND ASSETS
USING OUR
STRAPLINE
X X
17 Brand toolkit It is important to ensure a relationship Primary logo Secondary logo
The size of our strapline is equal The size of our strapline is equal
18 Our logo between our logo and our strapline.
to the measure between the far- to the measure between the far-
19 Primary & secondary Careful consideration to placement and how left of the A in our wordmark and left of the A in our wordmark and
20 Logo colourways an application will be viewed are necessary X X
far-right of our symbol’s face. far-right of our symbol’s face.
21 Sizing & clearspace to strike this connection.
22 Logo positioning
24 Logo usage
The schematic below demonstrates how When our secondary
to determine the size and position of logo is placed on
25 Using our strapline
our strapline whilst maintaining a visual the right, our strapline
26 Strapline in action X X X
connection to our logo. should be right or top X
27 Watchouts X X aligned in either of
28 Our symbol the corresponding
Our strapline is available as artwork adjacent corners.
35 Colour and should be used rather than typing
39 Typography out the words.
46 Photography
53 Illustration X
X
X
When our primary logo is placed on the left, When our primary logo is placed on the right,
our strapline should be left or top aligned in our strapline should be right or top aligned in
either of the corresponding adjacent corners. either of the corresponding adjacent corners.
Strapline When our secondary
logo is placed on
the left, our strapline
X X
should be left or top X
Artwork where our strapline is aligned in either of
locked up to our logo is available the corresponding
only upon request. The usage of adjacent corners.
this artwork is for special cases
only and the brand team must
always be consulted before use. X X
X X
X X
Frontline AIDS
Brand guidelines 25Our logo
BRAND ASSETS
STRAPLINE
IN ACTION X
Frontline AIDS wants a future free from
AIDS for everyone, everywhere. Around X
the world, millions of people are denied
HIV prevention, testing, treatment and
care simply because of who they are and
where they live.
17 Brand toolkit The following examples demonstrate As a result, almost 2 million were infected In instances where you have a piece of
with HIV in 2017 and almost 1 million died
18 Our logo the strapline sizing and positioning system of AIDS-related illness. communication that uses a single surface
19 Primary & secondary in action. Together with partners on the frontline,
we work to break down the social, SEE THE
like a poster, our strapline should always be
20 Logo colourways
political and legal barriers that
marginalised people face, and innovate
REAL visible with the logo, adhering to the rules
STORY
SEX
to create a future free from AIDS.
21 Sizing & clearspace It is important to consider your OF AIDS outlined on page 25.
MOTHER
communication’s layout and application
WORKER
22 Logo positioning
24 Logo usage as well as creating a relationship between
25 Using our strapline
the logo and strapline.
26 Strapline in action
Our strapline must always be present
27 Watchouts
but you should be considerate about your
28 Our symbol
communication and treat the strapline's
35 Colour
placement holistically.
frontlineaids.org
39 Typography
46 Photography On the brochure cover example,
WE WON’T
Back cover Front cover
53 Illustration the strapline is placed on the back cover
as a sign-off, but a relationship between
the logo and strapline is still present. BE SILENT
AGAIN
Frontline AIDS
http://www.frontlineaids
X
X
© International HIV/AIDS Alliance. Registered British
Unless otherwise stated, the appearance of individuals
X
Frontline AIDS
Brand guidelines 26Our logo
BRAND ASSETS
WATCHOUTS
17 Brand toolkit Our logo must be treated with care.
18 Our logo In addition to the guidance from FRONTLINE
19 Primary & secondary
20 Logo colourways
previous pages, the following examples
demonstrate a number of techniques AIDS
21 Sizing & clearspace or alterations that must never be applied
22 Logo positioning to our logo.
24 Logo usage DON’T distort the original supplied artwork in any way DON’T outline our logo DON’T recreate our logo. Always use the
25 Using our strapline supplied artwork
26 Strapline in action
27 Watchouts
28 Our symbol
FRONTLINE
AIDS
35 Colour
39 Typography
46 Photography
53 Illustration
DON’T apply drop shadows, bevels or any other effect DON’T alter the positioning of the elements in the DON’T recolour the logo. Always use the
to our logo supplied artwork supplied artwork
FRONTLINE
AIDS
STAFF PARTY
DON’T attach text or any other content to our logo DON’T place the logo over imagery that will negatively DON’T mask imagery, illustration or any other content in
impact the legibility and clarity of our logo the logo (see page 32 for permitted uses of our symbol
as a holding device)
Frontline AIDS
Brand guidelines 27Our symbol
BRAND ASSETS
ADDING
CHARACTER
17 Brand toolkit Our symbol, a gender-neutral person, is a
18 Our logo key part of our logo. When space is tight and
28 Our symbol we want to make a big impact, our symbol
29 Sizing & clearspace communicates Frontline AIDS in a
30 Symbol colourways distinctive shorthand.
31 Symbol usage
32 Symbol & photography
The person has a strong and defiant stance –
striding forward they give a sense of energy
33 Watchouts
and progress. With its open arms you can
34 Activism for everyone
see them reaching around the world, making
35 Colour
partnerships.
39 Typography
46 Photography Look closely and you can see in the person
53 Illustration a hint of a F and an A, a subtle allusion to
our name. And the hand-drawn feel of the
person is a nod back to our roots – and our
rebellious spirit.
Our person is simple but not simplistic,
an accessible, universal symbol, ownable
by everyone.
Frontline AIDS
Brand guidelines 28Our symbol
BRAND ASSETS
SIZING &
CLEARSPACE
17 Brand toolkit It is important to treat the symbol from our
18 Our logo logo with as much as care as we would to
28 Our symbol the full logo.
29 Sizing & clearspace
30 Symbol colourways Much like our logo, a clearspace guide has
31 Symbol usage been established which ensure the symbol
32 Symbol & photography
has room to breathe and is not cluttered
by text or other graphic elements. This
33 Watchouts
clearspace is defined by 2x the vertical
34 Activism for everyone
height of our symbol’s head. This clearspace
35 Colour
should be regarded as a minimum and
39 Typography
wherever possible, should be greater.
46 Photography
53 Illustration The minimum size of our symbol is 5mm in
width. Our symbol should never be used
smaller, treating this size as the minimum
and wherever possible, our symbol's sizes
should be greater.
Minimum size
5mm in print
25px on screen
Frontline AIDS
Brand guidelines 29Our symbol
BRAND ASSETS
SYMBOL
COLOURWAYS
17 Brand toolkit Our symbol should predominately be used Black White Blue Pink Green
18 Our logo in black, but a number of colourways are
28 Our symbol available to ensure stand-out across all
29 Sizing & clearspace of our communications.
30 Symbol colourways
31 Symbol usage It is important that the correct version of our
32 Symbol & photography
symbol is used. The matrix below provides
the available symbol colourways and their
33 Watchouts
permitted background colour pairings.
34 Activism for everyone
35 Colour
39 Typography
DON'T use the white version of our
46 Photography symbol on black backgrounds.
53 Illustration
Frontline AIDS
Brand guidelines 30Our symbol
BRAND ASSETS
SYMBOL
USAGE
17 Brand toolkit Our symbol can serve as a great shorthand Frontline AIDS
18 Our logo for our brand. It provides immediate visual
28 Our symbol recognition in instances where space
http://www.frontlineaids.org
HOP
29 Sizing & clearspace is limited and our logo's reproduction is
30 Symbol colourways compromised. Our symbol can also be used
31 Symbol usage proudly at large sizes to create impact. The
32 Symbol & photography
following examples demonstrate the types
of instances where we can use our symbol
33 Watchouts
to great effect.
34 Activism for everyone
35 Colour
SUPE
39 Typography
46 Photography
53 Illustration Frontline AIDS
@frontlineaids
HOPE IS
NAME SURNAME
Position at Frontline
HOPE IS
SUPERP
LIBERATE
name.surname@frontlineaids.org Frontline AIDS
00000 000 000 Preece House
EACH
91-101 Davigdor Road
Hove BN3 1RE
SUPERP
OTHER
frontlineaids.org Frontline AIDS
@frontlineaids
NAME SURNAME
Position at Frontline
name.surname@frontlineaids.org
00000 000 000
Frontline AIDS
Preece House
91-101 Davigdor Road
Hove BN3 1RE
Frontline AIDS
frontlineaids.org
@frontlineaids
WE Frontline AIDS
ARE
Frontline AIDS
@frontlineaids Frontline AIDS
HERE
@frontlineaids @frontlineaids
Frontline AIDS
Frontline AIDS@frontlineaids . Oct
@frontlineaids . Oct 2 2
frontlineaids.org
frontlineaids.org
frontlineaids.org
Frontline AIDS
Brand guidelines 31Our symbol
BRAND ASSETS
SYMBOL &
PHOTOGRAPHY
17 Brand toolkit Our symbol and photography are both
18 Our logo incredibly important to our brand.
28 Our symbol For this reason we have developed two
29 Sizing & clearspace approaches to enable them to work Photo integration
together to great effect. Our symbol can also be integrated
30 Symbol colourways
into photography, creating a visual
31 Symbol usage connection between us, and the
32 Symbol & photography people and communities we work with.
33 Watchouts
34 Activism for everyone
35 Colour
39 Typography
46 Photography
53 Illustration
Frame
The symbol can be used as a framing
device for our photography. Embracing the
unconventional and restricted view created
by our symbol challenges the viewer to look
closer to see the real story of AIDS.
Frontline AIDS
Brand guidelines 32Our symbol
BRAND ASSETS
WATCHOUTS
17 Brand toolkit Our symbol must be treated with
18 Our logo care. In addition to the guidance from
28 Our symbol previous pages, the following examples
29 Sizing & clearspace demonstrate a number of techniques or
30 Symbol colourways alterations that must never be applied
31 Symbol usage to our symbol.
32 Symbol & photography
33 Watchouts
34 Activism for everyone
DON’T apply additional adornments to our symbol DON’T recolour our symbol. Always use the DON’T outline our symbol
35 Colour supplied artwork
39 Typography
46 Photography
53 Illustration
DON’T warp, distort or rotate our symbol DON’T place facial features from DON’T apply drop shadows, bevels
photography in our symbol's head or any other effect to our symbol
DON’T recreate our symbol using digital tools DON’T alter the positioning of the DON’T position our symbol on areas of photography
or software. Physical hand-made versions are elements in the supplied artwork or backgrounds where legibility will be compromised
permitted, but only within an informal setting and
should never be used as replacements for our
symbol in official communications. Please see
page 36 for more details
Frontline AIDS
Brand guidelines 33Our symbol
BRAND ASSETS
ACTIVISM
FOR EVERYONE
17 Brand toolkit The person in our logo is the symbol of
18 Our logo a movement. In that spirit, we want our
28 Our symbol partners – everyone who joins us –
29 Sizing & clearspace to own it and make it their own.
30 Symbol colourways
31 Symbol usage The easiest way to do that is to draw it.
32 Symbol & photography
Which is why we’ve made it easy to do so –
three strokes and you’ve got it.
33 Watchouts
34 Activism for everyone
While a hand-drawn version will never
35 Colour Please note
replace our logo, we want people in all our
39 Typography Hand-made
communities to feel that they can put our
46 Photography versions of
person on placards, on their faces, on walls –
53 Illustration
symbol should
wherever Frontline AIDS needs to be. only be used in
informal settings
We’re all different, so it makes sense that our and should never
symbol can and will be expressed differently. replace our
And by doing that, it becomes something symbol in official
that we all take pride in too. communications.
3
2
1
Frontline AIDS
Brand guidelines 34Colour
BRAND ASSETS
MAKE SOME NOISE
17 Brand toolkit In a world full of activist organisations and
18 Our logo other NGOs, how are we going to stand out?
28 Our symbol In part thanks to a bright, bold and loud
35 Colour colour palette – it’s been designed to help us
36 Colour palette
make some noise.
37 Colour usage
Yes everything clashes and isn’t classically
38 Infographic palette
elegant – that’s the point. The youthful
39 Typography
energy unleashed will make people sit
46 Photography
up and take notice.
53 Illustration
Frontline AIDS
Brand guidelines 35Colour
BRAND ASSETS
COLOUR
PALETTE
17 Brand toolkit Our core colour palette is made up of four
18 Our logo colours. Emotional Green pays homage to
28 Our symbol our heritage, whilst the brightness of Activist
35 Colour Pink and Smart Blue give our identity a
36 Colour palette new lease of life. Truth Black completes
37 Colour usage the colour palette, providing stature and
38 Infographic palette
confidence. Lastly, the colour palette is
supported by white where required.
39 Typography
46 Photography
53 Illustration
EMOTIONAL GREEN ACTIVIST PINK SMART BLUE TRUTH BLACK
PANTONE 2418 C PANTONE 225 PANTONE 2995 CMYK 40/60/60/100
CMYK 100/0/97/13 CMYK 0/100/2/0 CMYK 83/1/0/0 RGB 0/0/0
RGB 35/132/78 RGB 230/47/121 RGB 54/176/227 HEX #000000
HEX #23844e HEX #e62f79 HEX #36b0e3
WHITE
CMYK 0/0/0/0
RGB 255/255/255
HEX #ffffff
Frontline AIDS
Brand guidelines 36Colour
BRAND ASSETS
COLOUR
USAGE
17 Brand toolkit When designing communications always
18 Our logo consider the overall balance of colour.
28 Our symbol Activist Pink and Smart Blue are our 'shout'
35 Colour colours, attracting attention and providing
stand-out. Whilst Emotional Green and
WE WON’T WE
CAN
SEE THE
36 Colour palette BE SILENT REAL
Truth Black act as our grounding colours; AGAIN STORY
SEX
37 Colour usage OF AIDS
providing contrast to emphasise our 'shout' SPEAKING MOTHER
WORKER
38 Infographic palette
39 Typography
colours whilst also ensuring our identity isn't THE TRUTH
too bright and colourful when addressing
AIDS
46 Photography
serious or sensitive topics.
53 Illustration
The schematic on the right demonstrates
how just one colour from our palette can be
used through to a combination of all four
colours working together.
Careful considerations to audiences and
topics will help guide how colourful, or not,
each of our communications are. One colour Two colours Three colours Four colours Four colours + illustration
We have some powerful, For communications where Using multiple colours Considerations to your With regards to colour
emotive images available we have a straightforward can help give our audience, subject and usage, illustrations are
to use. To that end, singular message we can communications a bright channel are important for treated like photography.
sometimes you may want use two brand colours in and bold look, but they can finding the right balance of
to strip back some of the addition to photography. also be used for functional colour usage. For example, in the above,
other elements of our visual purposes too. the skin tone isn't regarded
identity, so a single, striking For example, in the above For subjects that require as a brand colour, but
image can be used even Smart Blue was chosen For example, in the above, sensitivity or need a rather a colour that is
more effectively. to give the headline's box the mixture of Emotional more factual approach, specific to that illustration;
visual stand-out from Green and Smart Blue are it is advisible to limit the much like how the colours
In these instances we the colours found in the used for contrasting content. number of colours used. in a photograph are specific
recommend using a single photograph. The brighter 'shout' nature of However, as seen in the to that image.
colour from our colour Smart Blue is used to draw example above, we can
palette, with white used in attention to the content with use all the colours from our This example also
the above example. most importance. palette when we wanting to demonstrates how
make some noise and take Emotional Green and
a more action-led stance. Truth Black are used as
grounding colours, whilst
Activist Pink and Smart
Blue are used to bring
attention to the messaging.
Frontline AIDS
Brand guidelines 37Colour
BRAND ASSETS
INFOGRAPHIC EMOTIONAL GREEN ACTIVIST PINK SMART BLUE TRUTH BLACK
PALETTE CMYK 100/0/97/13
RGB 35/132/78
CMYK 0/100/2/0
RGB 230/47/121
CMYK 83/1/0/0
RGB 54/176/227
CMYK 40/60/60/100
RGB 0/0/0
HEX #23844e HEX #e62f7 HEX #36b0e3 HEX #000000
17 Brand toolkit An extensive infographics colour palette has
18 Our logo been created to ensure a clear delineation of
28 Our symbol data and information in our infographics.
35 Colour 70% 70% 70%
36 Colour palette 50% 50% 50%
37 Colour usage 30% 30% 30%
38 Infographic palette
39 Typography
46 Photography
53 Illustration
CMYK 86/66/0/0 CMYK 71/0/74/0 CMYK 31/100/25/19 CMYK 0/80/84/0 CMYK 10/14/77/0 CMYK 62/0/28/0
RGB 50/88/179 RGB 53/188/108 RGB 154/10/89 RGB 252/78/48 RGB 236/208/93 RGB 95/193/194
HEX #3258b3 HEX #35bc6c HEX #9a0a59 HEX #fc4e30 HEX #ecd05d HEX #5fc1c2
CMYK 61/36/0/0 CMYK 44/0/80/0 CMYK 37/94/6/1 CMYK 0/56/94/0 CMYK 10/7/43/0 CMYK 28/8/7/0
RGB 102/159/252 RGB 164/214/89 RGB 169/46/127 RGB 253/135/37 RGB 238/227/170 RGB 195/216/229
HEX #669ffc HEX #a4d659 HEX #a92e7f HEX #fd8725 HEX #eee3aa HEX #c3d8e5
For infographic use only
Our infographic palette is for
use in graphs and charts only,
and should not be used in any
other instance.
Use of blacks in infographics
Black from our main colour
palette should only be used in
support, such as percentage
annotation on a pie chart, or
the axis of a bar chart. This will
ensure our charts and graphs Charts with minimal data points should be created with The use of colours from our infographics palette can be
feel balanced as the use our core colour palette. If necessary, the use of specified utilised for diagrams with an extensive number of data
of black would overpower the tints is permitted, either by focusing on an individual colour points. Above are examples of how to pair these with our
other colours. or by using as a mix as seen in the examples above. core colour palette.
Frontline AIDS
Brand guidelines 38Typography
BRAND ASSETS
AMPLIFY OUR WORDS
Because we’re unapologetic about what
ABCDEF
17 Brand toolkit
18 Our logo we have to say and how we say it, our
28 Our symbol
typography is strong, loud and powerful.
If it reminds you of posters from the early
35 Colour
days of activism, and art from the same
39 Typography
period, that’s deliberately so – we want to
40 Headline typeface
make sure no one misses our message.
41 Body copy typeface
42 Principles Our type packs a punch – in the best
43 Headlines possible way.
GHIJ
44 Headlines & colour
45 Creative headlines
46 Photography
53 Illustration
JKLMN
Frontline AIDS
Brand guidelines 39Typography
BRAND ASSETS
HEADLINE
TYPEFACE
QUASIMODA
17 Brand toolkit We have two brand typeface families,
18 Our logo which are used for headlines and body
28 Our symbol copy respectively.
HEAVY
35 Colour
39 Typography
Quasimoda Heavy is our headline typeface.
It is a bold, confident and characterful sans-
40 Headline typeface
serif, which has been chosen to capture our
41 Body copy typeface
sharp, provocative and resolute nature.
42 Principles
IS STRONG,
43 Headlines
Quasimoda is available as part of our toolkit
44 Headlines & colour in Heavy and should be used in uppercase
45 Creative headlines only for greater contrast and impact.
46 Photography
53 Illustration System font alternative
LOUD AND
For applications like Microsoft Office
where a system typeface should be used,
Quasimoda Heavy should be replaced
with Arial Black.
POWERFUL
The available weight is:
ARIAL BLACK
ABCDEFGHIJKLMNOPQRSTU
VWXYZ 1234567890
UPPERCASE ONLY
We only ever use Quasimoda
Heavy in uppercase
Frontline AIDS
Brand guidelines 40Typography
BRAND ASSETS
BODY COPY
TYPEFACE
Raleway provides clarity
17 Brand toolkit Raleway is our body copy typeface. It is a
18 Our logo contemporary sans-serif which has been
28 Our symbol chosen for its legibility and availability
35 Colour across languages for digital and print
and is highly-efficient for
39 Typography communications. The contrast created when
40 Headline typeface used in combination with Quasimoda Heavy
41 Body copy typeface
provides us a typographic approach that is
sharp and responsive.
42 Principles
large bodies of text.
43 Headlines
Raleway is available as part of our toolkit
44 Headlines & colour
in Regular and Bold.
45 Creative headlines
46 Photography System font alternative
53 Illustration For applications like Microsoft Office where
a system typeface should be used, Raleway
should be replaced with Arial.
The available weights are:
Arial Regular
Arial Bold Raleway Regular Raleway Bold RALEWAY BLACK
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
1234567890!@#$%^&*() 1234567890!@#$%^&*()
Raleway Black should only
be used in the rare instances
where Quasimoda Heavy is
not available
Frontline AIDS
Brand guidelines 41Typography
BRAND ASSETS
PRINCIPLES
Headlines Quasimoda Heavy
17 Brand toolkit Taking care when typesetting will
Tracking: -25pt
18 Our logo ensure clarity and consistency across Kerning: Optical
28 Our symbol our communications.
35 Colour
HEADLINES SHOULD
39 Typography Headlines
40 Headline typeface All headlines should be set in uppercase
Quasimoda Heavy and follow the leading
ALWAYS BE SET IN
41 Body copy typeface
and tracking principles found in the example
42 Principles
on the right.
43 Headlines
QUASIMODA HEAVY
44 Headlines & colour
Body copy and subheads
45 Creative headlines
All body copy should be set in Raleway
46 Photography Regular and follow the leading and tracking
53 Illustration principles to ensure body copy is always
clear and legible. Raleway Bold should be
used for subheads.
Body copy and subheads
Raleway Bold Use Raleway Bold for sub heads
Tracking: -10pt
Kerning: Optical Raleway Regular is used for body
copy. Slightly negative tracking Raleway Regular
and sufficient leading ensures Tracking: -10pt
Kerning: Optical
body copy is legible and clear
even if the size changes.
Frontline AIDS
Brand guidelines 42Typography
BRAND ASSETS
HEADLINES
X
17 Brand toolkit Our headlines should always be set in
Quasimoda Heavy in CAPS and we have
X
18 Our logo
28 Our symbol three headline styles to use across our
35 Colour collateral: regular, highlighted and boxed. X
39 Typography Having three alternate headline styles
40 Headline typeface provides us with the scope required
41 Body copy typeface
to amplify our messaging. X
42 Principles
43 Headlines
X
44 Headlines & colour
45 Creative headlines X = 1/3 of the height of the letter.
46 Photography This measure determines the
53 Illustration margins for highlighted and
boxed headlines.
Always make sure
the box's width matches
the longest line of text
Regular headline Highlighted headline Boxed headline
and has equal margins.
For simple headlines we use A particular word in our headlines To achieve maximum visual stand-out
Quasimoda Heavy in all caps. can be highlighted to bring attention we encapsulate headlines within a
or visual importance. tightly set box.
WE ARE HERE, WE ARE HERE, WE ARE HERE,
ON THE ON THE ON THE
FRONTLINE FRONTLINE FRONTLINE
X
OF SEXUAL OF SEXUAL OF SEXUAL
HEALTH HEALTH Always make sure
the highlight around
HEALTH X
your chosen word
has equal margins.
Frontline AIDS
Brand guidelines 43Typography
BRAND ASSETS
HEADLINES
& COLOUR
17 Brand toolkit It is important to use the permitted colour Green headline + Black box Pink headline + Black box Blue headline + Black box
18 Our logo combinations for headlines to ensure
28 Our symbol balance and consistency across our
35 Colour communications.
HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE
39 Typography
40 Headline typeface
41 Body copy typeface
42 Principles
43 Headlines HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE
44 Headlines & colour
45 Creative headlines
46 Photography
53 Illustration
HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE
Incorrect colour combinations Black headline + Green box Black headline + Pink box Black headline + Blue box
Do not use the colour
combinations below for
headlines and other text. Only
use the permitted combinations HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE
detailed to the right
HEADLINE
HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE
HEADLINE
HEADLINE
HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE
HEADLINE
Frontline AIDS
Brand guidelines 44Typography
BRAND ASSETS
CREATIVE
HEADLINES
CAN
17 Brand toolkit In communications like posters, brochure
18 Our logo covers and adverts we can amplify our
YOU SEE
28 Our symbol messaging by taking a more creative
35 Colour approach to typography, taking visual
39 Typography inspiration from the layers of placards seen
WHAT THE
40 Headline typeface at activist rallies.
41 Body copy typeface
When creating these creative pieces
WORLD
42 Principles
of typography try to follow these four
43 Headlines
pieces of guidance:
44 Headlines & colour
CAN’T
45 Creative headlines
Context
46 Photography Think how you can creatively capture
53 Illustration the essence of the message through
typography.
Back to front
?
Layer your type on top of each other in the
order that you would read the message.
Readability
Words can be partially obscured, but make
sure these words can still be made out.
Scale
Play with scale of the typography
to give maximum impact. Previous rules apply
The text box margins should
follow the same spacing rules
from page 436.
Frontline AIDS
Brand guidelines 45Photography
BRAND ASSETS
THE BIGGER
PICTURE
17 Brand toolkit Ever since we started, we’ve been
18 Our logo documenting the lives of people affected
28 Our symbol by AIDS. This has given us a deep library
35 Colour of images, which is now going to be a
39 Typography
cornerstone of our identity.
46 Photography
It’s precisely because our photography
47 Overview
is real that it is powerful; immediate and
48 Photography style
challenging, we’re going to use it to tell the
49 Photography content
unseen story of AIDS – the real story.
50 Watchouts
51 Leading with photography
52 'Hidden' frame
53 Illustration
Frontline AIDS
Brand guidelines 46Photography
BRAND ASSETS
OVERVIEW
17 Brand toolkit Too often, photography associated with
18 Our logo charities and NGOs ends up looking and
28 Our symbol feeling similar – almost interchangeable
35 Colour between organisations. Full of clichés and
39 Typography unchallenging, it presents a false impression
46 Photography of what’s really happening on the ground.
47 Overview
Our imagery won’t. We’re on the frontline of
48 Photography style
responding to AIDS, so our photography will
49 Photography content
show the truth of the epidemic.
50 Watchouts
51 Leading with photography
52 'Hidden' frame
53 Illustration
Frontline AIDS
Brand guidelines 47Photography
BRAND ASSETS
PHOTOGRAPHY
STYLE
17 Brand toolkit How do we show that we’re on the frontline
18 Our logo of AIDS? Through bold and striking
28 Our symbol reportage, with an arresting, emotive
35 Colour and occasionally confrontational edge.
39 Typography
46 Photography
47 Overview
48 Photography style
49 Photography content
50 Watchouts
51 Leading with photography
52 'Hidden' frame
53 Illustration
Natural lighting and colour Focus and balance Honesty
Use shadows and light to create a strong Every photograph should have a focal point. We need to capture the emotional moments of
visual contrast and depth in images. Even in busy moments it is important to strike the disease honestly.
a balance to ensure a point of focus.
Activity Close-quarters Viewpoint
Capture people and moments as they unfold Images shot within close-quarters convey Along with proximity, a natural viewpoint
– tell the story that happens as it happens. our proximity and true understanding of the will show the truth of the disease, creating a
issues affecting people living with AIDS. better connection between our audience and
Frontline AIDS the people we work with.
Brand guidelines 48Photography
BRAND ASSETS
PHOTOGRAPHY
CONTENT
17 Brand toolkit What should our photography be showing?
18 Our logo Real people, the raw truth and the positive LIBERATE
28 Our symbol impact that happens when we come EACH
35 Colour together on the frontline of AIDS.
OTHER
39 Typography
46 Photography
47 Overview SEE THE
REAL
48 Photography style STORY
OF AIDS BECAUSE
49 Photography content
SEX WE ARE
MOTHER
WORKER HUMAN
50 Watchouts
51 Leading with photography
52 'Hidden' frame
53 Illustration
Human Energy Build a narrative
Imagery should reveal the humanity Capturing and harnessing the energy and Choose subjects that help you to tell a story
behind AIDS. A human connection should personalities of the people we work with will through the image. A powerful story leads to
always be included in an image, either help us empower our movement. powerful communications.
literally or implied.
EVERY LIFE
KISS EVERYWHERE
STIGMA WE MATTERS
GOODBYE ARE
HERE
Impact Details Challenging
It's vital to show how we and our partners Taking a closer look allows us to embrace We don't shy away from difficult or
being on the ground benefits people the quirks and individuality that makes each uncomfortable subjects, showing the
affected by AIDS. and every one of us human. negative side of AIDS on communities
Frontline AIDS
and individuals.
Brand guidelines 49Photography
BRAND ASSETS
WATCHOUTS
17 Brand toolkit There are a couple of things to avoid
18 Our logo when using photography as part of
28 Our symbol communications.
35 Colour
39 Typography
46 Photography
47 Overview
48 Photography style
49 Photography content
50 Watchouts
51 Leading with photography
52 'Hidden' frame
53 Illustration
Black and white Unclear focus and blurred Use of flash
Don't use it. Our identity is colourful, vibrant Don’t use images that have an unclear focal Use natural lighting and avoid too much
and powerful; so our photography should point and/or purpose, as well as ones that flash, if possible.
be the same. are blurred.
Stock photography Treatments Distance
Stock images are unnatural, and don’t Don't apply duotones or any other treatment When photographing groups or events avoid
accurately represent who we are and what to photography. Authenticity and honesty using distance shots. It’s better to get close to
we do; plus there’s always the risk of an in our imagery is important and these the action, and see the human faces.
Frontline AIDS image being used by another organisation. treatments will negatively affect this.
Brand guidelines 50Photography
BRAND ASSETS
LEADING WITH
PHOTOGRAPHY
17 Brand toolkit The Frontline AIDS photo archive is deep;
18 Our logo we have some powerful, emotive images
28 Our symbol available to use.
35 Colour
39 Typography
To that end, sometimes you may want to
strip back some of the other elements of our
46 Photography
visual identity, so a single, striking image can
47 Overview
be used even more effectively.
48 Photography style
49 Photography content
CAN YOU SEE
WE WON’T
50 Watchouts
WHAT THE
51 Leading with photography
BE SILENT
52 'Hidden' frame
53 Illustration
WORLD CAN’T?
AGAIN
It is important to remember
that this approach will be
heavily dependant on the
image and message topic.
Frontline AIDS
Brand guidelines 51Photography
BRAND ASSETS
'HIDDEN' FRAME
LOOK
17 Brand toolkit For moments when our photography and
18 Our logo messaging really needs to make a splash,
BETWEEN
28 Our symbol we’ve developed a special graphic device
35 Colour – a ‘hidden’ frame. This is an adapted cut-
THE
39 Typography out of the word ‘AIDS’ and can be used for
46 Photography a particularly impactful form of storytelling,
LINES.
47 Overview
as it illustrates what’s most often hidden,
forgotten or overlooked – issues, people and
48 Photography style
communities.
49 Photography content
50 Watchouts
Its power comes in part from the fact that
51 Leading with photography
it should be used very, very rarely – in an
52 'Hidden' frame above-the-line advert, or an annual
53 Illustration report cover; something heavyweight,
and memorable.
SEE THE
REAL
STORY
OF AIDS.
Frontline AIDS
Brand guidelines 52Illustration
BRAND ASSETS
DRAWING A LINE
17 Brand toolkit There are always going to be some ideas
18 Our logo and concepts that photography cannot
28 Our symbol capture. That’s where illustration comes
35 Colour in. Through the emoji-esque style we’ve
39 Typography
developed, and an additional colourful
device, we can address issues and topics
46 Photography
in a way that feels youthful and energetic,
53 Illustration
while still being challenging.
54 Illustration style
55 Creating our illustrations
56 Illustration application
57 Handrawn graphics
58 Infographics
59 Do's & don'ts
Frontline AIDS
Brand guidelines 53Illustration
BRAND ASSETS
ILLUSTRATION
STYLE
17 Brand toolkit Our illustration style acts as a bridge
18 Our logo between the headlines in communications
and our photography.
AIDS
28 Our symbol
35 Colour
39 Typography
With a few curved edges and a heavy line, AIDS
they look and feel like emojis, and so should
46 Photography
always be straightforward, colourful and
53 Illustration
fun, never fussy or used as an outline. Think
54 Illustration style
simple, not simplistic.
55 Creating our illustrations
56 Illustration application And don’t go crazy using them; sparingly
57 Handrawn graphics is best, and don’t clutter a page with them.
58 Infographics
59 Do's & don'ts
Rounded corners
When selecting additional colours
for our illustrations, make sure they
complement our brand palette
Heavy black strokes
Frontline AIDS
Brand guidelines 54Illustration
BRAND ASSETS
CREATING OUR
ILLUSTRATIONS
17 Brand toolkit There may be occasions when you might Grid template
18 Our logo want to create your own illustration, if there Our illustrations are drawn on a 31-square Safe zone
28 Our symbol isn’t an appropriate one readily available. grid template; each square represents
35 Colour Doing so is straightforward; you just need 1 pixel. This ensures consistency across
39 Typography
to follow a few principles, as these ensure illustrations, regardless of the size at
every illustration created is consistent and which they are used.
46 Photography
part of the same family.
53 Illustration
Outlines
54 Illustration style
Our illustrations use a maximum of three Outlines must be equal to 1 square
55 Creating our illustrations
colours, a mix of our primary palette and of the grid template.
56 Illustration application complementary colours dictated by the
57 Handrawn graphics subject – yellow for a banana, for example. Additional colours
58 Infographics Illustrations can either be contained within Aim to use our colour palette, but if
59 Do's & don'ts a circle or not, depending on its size your illustration needs additional colours
and simplicity. for context, e.g. skin tones, ensure
they complement the colours found
in our palette.
SDIA
SDIA
SDIA
Minimum height
70px
N.B. Please note that
when a 'sticker' border
is applied, height
should apply to original
illustration size.
Frontline AIDS
Brand guidelines 55Illustration
BRAND ASSETS
ILLUSTRATION
APPLICATION
17 Brand toolkit How you apply your illustrations across Overlaid Sticker
18 Our logo communications and collateral has also Our illustrations should Our 'stickers' have an outline
28 Our symbol been derived from emojis – you can overlay interact with our typographic that protects the illustration
35 Colour them, so they interact with another feature headlines/boxes to ensure from visually bleeding into the
39 Typography
like typography; or you can treat them it doesn't bleed into the photography. This means it can be
as separate ‘stickers’. photography. The scale applied more creatively, separate to
46 Photography
53 Illustration
should complement and not other page elements (typography/
obscure the headline and/or photography), after all they are
54 Illustration style
photography. called stickers for a reason.
55 Creating our illustrations
56 Illustration application
These illustrations support the Use them unapologetically
57 Handrawn graphics
subjects that the headlines/ and with pride, experimenting with
58 Infographics photography are covering. scale and placement.
59 Do's & don'ts
LIBERATE
EACH
OTHER
Remember not to obscure
imagery or headline text when
using either the overlaid or
sticker illustration approach.
Frontline AIDS
Brand guidelines 56You can also read
