Missing Children Europe - Brand usage guidelines
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Missing Children Europe
Brand usage guidelines
MissingChildrenEurope
MissingChildEu
Rue de l’Industrie 10, 1000, Brussels, Belgium
With the financial support of the “Rights,
+32 2 894 74 84
Equality and Citizenship 2014-2020”
Programme of the European Union www.missingchildreneurope.eu
2
Index
1. Introduction p03
2. Logo p03
3. Description p08
4. Typology p11
5. Colours p13
6. Images p14
7. Templates p14
8. Language p17
9. Voice p17
10. Downloads p18
MissingChildrenEurope
MissingChildEu
Rue de l’Industrie 10, 1000, Brussels, Belgium
With the financial support of the “Rights,
+32 2 894 74 84
Equality and Citizenship 2014-2020”
Programme of the European Union www.missingchildreneurope.eu
3
1. Introduction
These guidelines define the correct use of Missing Children Europe’s organisational identity. The
instructions and guidance contained below apply to all NGO members, partners and supporters
of Missing Children Europe around Europe as well as to external suppliers such as printers and
sign-makers.
The guidelines specify the way the logo and all additional visual language (imagery, fonts, logos,
etc.) should be used by members and externals in a wide variety of situations, ranging from
stationery and publications to signage. It is important that all concerned follow these guidelines to
the letter to ensure Missing Children Europe and its members represent a united brand as a
European network against child disappearance and child sexual exploitation. If ever in doubt, seek
guidance from the Missing Children Europe team at gail.rego@missingchildreneurope.eu.
2. Logo
2.1 The concept
A single white puzzle piece against a blue background acts as the visual component of Missing
Children Europe’s logo. The puzzle piece was chosen because it conveys several messages:
a small and solitary icon: A symbol of a missing child that creates a feeling of unease
the "missing puzzle piece": The child is part of a bigger picture, a family, a society, a country
the notion of absence: Without the piece, the puzzle can never be whole. It is the same in
a family affected by a child disappearance.
puzzles relate to childhood memories: A puzzle is familiar to us all and the shape of the
single puzzle piece needs no explanation. It also immediately signifies a relation to
childhood experiences.
2.2 When should it be used?
The puzzle piece should always be displayed in white as a consistent image of the logo and brand
of Missing Children Europe. The colour of the background on which it rests should always be in
blue unless part of a specific, approved, long term communication campaign such as the Golfing
for Missing Children Europe or Skiing for Missing Children Europe annual fundraising events which
uses different colours for the boxes.
Missing Children Europe logo The white puzzle piece against
the blue square should always be used as part of Missing
Children Europe’s logo beside the words Missing Children Europe
to make up the organisation’s complete logo. No changes in
terms of size, fonts, orientation or colour should ever be used
when referring to the entity of Missing Children Europe.
MissingChildrenEurope
MissingChildEu
Rue de l’Industrie 10, 1000, Brussels, Belgium
With the financial support of the “Rights,
+32 2 894 74 84
Equality and Citizenship 2014-2020”
Programme of the European Union www.missingchildreneurope.eu
4
116 000 European hotlines The white puzzle piece in the blue
box can additionally be used by itself beside the 116 000
hotline logo to signify a link between the project and the Missing
Children Europe network. Missing Children Europe is the engine
behind the existence and implementation of the hotline having
been a strong advocator of its need at the European level,
enabling the implementation of the hotline in 27 European
countries and providing support in attaining funding to several
NGOs running the hotlines. The 116 000 European hotline for
missing children is a cross border, pan-European service and the
logo and brand of Missing Children Europe helps drive that
message.
2.3 The components
The single, white puzzle piece covers majority of the blue square. The text “Missing Children Europe”
is written beside the box in Missing Children Europe’s designated font range- Montreal-Heavy, in
black. It represents the official logo of Missing Children Europe and must always be used in all
visual Missing Children Europe communication material, including fundraising efforts or projects like
the 116 000 hotlines, NotFound etc.
Proportion The dimensions and orientation of the white
puzzle piece within the blue square as well as the
distance of the text from the box must remain constant
and should never be modified.
x x
x
Clear space requirement There should always be
x clear space around the logo, as shown in the figure to
x keep a distance from other logos and from text in order
to guarantee its visibility.
x x
MissingChildrenEurope
MissingChildEu
Rue de l’Industrie 10, 1000, Brussels, Belgium
With the financial support of the “Rights,
+32 2 894 74 84
Equality and Citizenship 2014-2020”
Programme of the European Union www.missingchildreneurope.eu
5
2.4 Colouration
Official Missing Children Europe Logo
CMYK 100/75/0/ 2 CMYK 0/0/0/0 CMYK 0/0/0/100
RGB 0/63/250 RGB 255/255/255 RGB 0/0/0
HEX 003ffa HEX ffffff HEX 000000
Colouration positive Use the black
text version on light backgrounds.
Colouration negative Use the white
text version on dark backgrounds.
MissingChildrenEurope
MissingChildEu
Rue de l’Industrie 10, 1000, Brussels, Belgium
With the financial support of the “Rights,
+32 2 894 74 84
Equality and Citizenship 2014-2020”
Programme of the European Union www.missingchildreneurope.eu
6
Unacceptable uses
The logo is the most visible element of a brand and should be respected. Do not distort, stretch,
cut, overprint or modify the logo in any way, unless authorised.
These are just some examples to show that any type of distortion should be avoided in order to
guarantee a coherent European branding.
Do not stretch the logo horizontally Do not stretch the logo vertically
Do not incline the square Do not modify the colour of Missing Children Europe
Do not alter the colour of the square Do not change the direction of the box
MissingChildrenEurope
MissingChildEu
Rue de l’Industrie 10, 1000, Brussels, Belgium
With the financial support of the “Rights,
+32 2 894 74 84
Equality and Citizenship 2014-2020”
Programme of the European Union www.missingchildreneurope.eu
7
Supporting logos Due to the nature of funding
support from the European Commission, all Missing
Children Europe communication related to projects
and activities financially supported through European
Commission grants should highlight the European
Commission’s involvement. Generally this means using
the appropriate European Commisson logo (the flag
of the EU) with a line of text beside it mentioning the
European Commission and the name of the
programme that the grant came from. The general
rule of thumb is:
when funded by the operating grant:
With the financial support of the “Right, Equality and
Citizenship 2014-2020” Programme of the European Union
Poster using both Missing Children when related to 116 000 projects:
Europe and European Commission
Funded by the European Commission, Daphne Programme
logo
when related to the SUMMIT projects:
Co-funded by the European Union
3. Description
3.1 Boilerplate
The following text should always be used when describing the identity and mission of Missing
Children Europe. Use the below text to maintain a consistent brand image and understanding of
Missing Children Europe.
“Missing Children Europe (MCE) is the European federation for missing and sexually exploited
children, representing 30 organisations from 26 European countries. We provide the link between
research, policies and organisations on the ground to protect children from any kind of violence,
abuse or neglect that is caused by or results from them going missing.”
MissingChildrenEurope
MissingChildEu
Rue de l’Industrie 10, 1000, Brussels, Belgium
With the financial support of the “Rights,
+32 2 894 74 84
Equality and Citizenship 2014-2020”
Programme of the European Union www.missingchildreneurope.eu
8
3.2 Vision
When more information regarding the vision of Missing Children Europe is required, the following
text can be used. Taken from Missing Children Europe’s strategy for 2014-2017, it describes the
big picture vision we hope to achieve through our actions and projects.
“Every two minutes, a child is reported missing in the EU. The cause as well as the effect of the
disappearance may include situations of violence and abuse, including sexual exploitation. Missing
Children Europe’s vision is that all children should be able to rely on effective and holistic systems
of child protection, where all measures are taken to empower and protect them from any situation
of harm.”
3.3 Statistics
It’s useful to have some figures and statistics to emphasise the number of missing and sexually
exploited children and the relevance of the work done by Missing Children Europe and its
members. Statistics also are a more practical alternative to text and is able to more effectively
pique the interest of the press as well as the public. Before using statistics and figures, also keep in
mind that reporting on missing children is difficult because of poor and inconsistent collection
methods and processes. Ideally figures should be cross referenced and efforts should be made to
find the most updated figures when possible, before using them. For a list of updated and
comprehensive data and statistics, always refer to the Annual Figures and Trends Report available
via this website page.
3.4 Brand proposition
What is it?
The brand proposition encourages brand users to think about:
Our primary audience
What we want them to do
What makes us unique
The key benefit that we offer
In order to build a strong, consistent and strategically minded brand, all future communications
and outward facing activity should ideally bring this proposition to life.
Our brand proposition
The brand proposition should be used when a call to action is useful, such as on posters, websites,
flyers, newsletters, banners etc. It provides a positive way for audiences to interact with the brand,
going forward and issues a simple statement that establishes who we are as an organisation, what
we’re trying to achieve and how audiences can get involved.
Together, we can create a safer Europe for children.
MissingChildrenEurope
MissingChildEu
Rue de l’Industrie 10, 1000, Brussels, Belgium
With the financial support of the “Rights,
+32 2 894 74 84
Equality and Citizenship 2014-2020”
Programme of the European Union www.missingchildreneurope.eu
9
4. Typography
4.1 Fonts
Headings
Montreal-Bold
Montreal-Bold and Montreal-Heavy
Abcdefghijklmnopqrstuvwxyz are the fonts which should be used
ABCDEFGHIJKLMNOPQRSTUVWXYZ for headings and titles in general.
1234567890 ,;.:’?!” We prefer avoiding the use of all
caps in written content, including
heading and sub-headings. Never
use bold, italics or underline on any
Montreal-Heavy of our branding fonts.
Abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 ,;.:’?!”
Montreal-DemiBold Sub-Headings
Abcdefghijklmnopqrstuvwxyz Montreal-DemiBold and Montreal-
ABCDEFGHIJKLMNOPQRSTUVWXYZ Medium are the fonts which should
be used for subheadings and
1234567890 ,;.:’?!”
secondary titles in general.
Montreal-Medium can also be used
to emphasize a certain part of
Montreal-Medium content or of the main body of text.
Abcdefghijklmnopqrstuvwxyz Never use bold, italics or underline
on any of our branding fonts.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 ,;.:’?!”
MissingChildrenEurope
MissingChildEu
Rue de l’Industrie 10, 1000, Brussels, Belgium
With the financial support of the “Rights,
+32 2 894 74 84
Equality and Citizenship 2014-2020”
Programme of the European Union www.missingchildreneurope.eu
10
Text
Montreal, Montreal-Light and
Montreal-Xlight are the fonts which
should be used for general text
bodies, diagrams and photo titles.
Montreal-Light Never use bold, italics or underline
Abcdefghijklmnopqrstuvwxyz on any of our branding fonts.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 ,;.:’?!”
Montreal-Xlight
Abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 ,;.:’?!”
4.2 Hierarchy
Montreal-Heavy 14 pnt (colour)
X. Level 1
Montreal-DemiBold 12 pnt (colour)
X.x Level 2
Text (regular) Montreal-Light 11 pnt
Text (emphasis)
Enumeration Montreal-Medium 11 pnt
Montreal-Light 11 pnt
4.3 Line spacing
The line spacing between text should be set at 1,2. You will need to set this manually in the line
spacing options provided by word.
MissingChildrenEurope
MissingChildEu
Rue de l’Industrie 10, 1000, Brussels, Belgium
With the financial support of the “Rights,
+32 2 894 74 84
Equality and Citizenship 2014-2020”
Programme of the European Union www.missingchildreneurope.eu11
5. Colour
Missing Children Europe has a primary and a secondary colour palette for its communication efforts.
When using colour in design, we encourage sticking to the below options. If additional colours are
used or needed, colours should always be bright and without any transparency.
5.1 Primary colours
The primary colours are to be used in general as backgrounds, for text, headings and diagrams.
RGB 0/0/0 RGB 255/255/255
5.2 Secondary colours
The colours of the secondary palette will help cluster and emphasise information and can be used
for statistics and pull out quotes to make content more visually appealing. One applied example
is the colour coding used for Missing Children Europe’s 2014 annual report.
RGB 29/85/166
6. Images
6. Images
RGB 60/175/242
RGB 234/109/38
RGB 164/205/41
RGB 224/168/0
RGB 81/45/144
RGB 226/0/141
RGB 227/23/26
RGB 63/158/78
As part of our visual identity and to engage our audience with our mission, we encourage adding
pictures, images and graphic elements like infographics and diagrams in our communication
material. Similarly we have used images in several Missing Children Europe templates such as
Business cards, Letterheads and Presentations to build content engagement.
MissingChildrenEurope
MissingChildEu
Rue de l’Industrie 10, 1000, Brussels, Belgium
With the financial support of the “Rights,
+32 2 894 74 84
Equality and Citizenship 2014-2020”
Programme of the European Union www.missingchildreneurope.eu12
All publically available images are available on Missing Children Europe’s Google+ account. Make
sure credit is always given to Missing Children Europe or the appropriate person when using
images from Missing Children Europe’s gallery.
7. Templates
7.1 Business Cards
Example of front
Example of back
MissingChildrenEurope
MissingChildEu
Rue de l’Industrie 10, 1000, Brussels, Belgium
With the financial support of the “Rights,
+32 2 894 74 84
Equality and Citizenship 2014-2020”
Programme of the European Union www.missingchildreneurope.eu13
7.2 Letterhead
7.3 Presentation
MissingChildrenEurope
MissingChildEu
Rue de l’Industrie 10, 1000, Brussels, Belgium
With the financial support of the “Rights,
+32 2 894 74 84
Equality and Citizenship 2014-2020”
Programme of the European Union www.missingchildreneurope.eu14
MissingChildrenEurope
MissingChildEu
Rue de l’Industrie 10, 1000, Brussels, Belgium
With the financial support of the “Rights,
+32 2 894 74 84
Equality and Citizenship 2014-2020”
Programme of the European Union www.missingchildreneurope.eu15
8. Language
The official language of Missing Children Europe is British English. All official communication and
marketing efforts will be made available in the same. However when required for legal or official
purposes, material may be additionally be created in French and/or Dutch.
Some words to watch out for are:
Colour, programme, neighbour, organisation, centre (Correct British spelling).
9. Voice
To maintain a strong and uniform brand image, it is necessary for the organisation to have a
defined voice for our communication efforts. Voice refers to the style of communication messages
and content to target audiences.
Based on the figure below Missing Children Europe’s brand voice is:
9.1 Character: What kind of personality does Missing Children Europe have? Professional and
friendly will be the persona traits of Missing Children Europe as the European federation for missing
children that works closely with EU institutions and is working on a serious cause that requires several
actors in the child protection sector coming together to create effective change.
9.2 Tone: This is the underlying vibe that emanates through the brand’s communication. Our tone
will be positive and dynamic to demonstrate that while the issue of child disappearance and abuse
is a serious one, we believe we are optimistic that the situation can definitely improve and that is
what we’re fighting for. As an NGO competing with several other non-profit and for profit
organisations, our communication must also be dynamic and flexible in a way that stands out and
easily adapts to the needs of our audience.
9.3 Language: In order to attract and engage with a wide target audience from professionals
and leaders at EU institutions, partner organisations, members and children and families interested
in the cause, the language we use must to communicate should be easily understood and simple.
9.4 Purpose: What is the purpose of our communication? Using a purpose in all communication
helps our audiences understand how we want them to interact with us. Our purpose will be to
engage and collaborate with our audiences through raising awareness and providing tools for
them to get involved and support the cause.
Without voice: Thousands of paedophiles are targeting your children for webcam sex! Watch your
child!
With Missing Children Europe voice: 750.000 child abusers active online who pay for child sexual
abuse through webcams. Help end #webcamchildsextourism ow.ly/quWx8
The first example uses negative consequences to scare the reader. It provides no link to further
information neither a call to action of how they can help and change this. This type of messaging
MissingChildrenEurope
MissingChildEu
Rue de l’Industrie 10, 1000, Brussels, Belgium
With the financial support of the “Rights,
+32 2 894 74 84
Equality and Citizenship 2014-2020”
Programme of the European Union www.missingchildreneurope.eu16
doesn’t support our mission of encouraging families to empower their children to make smart
choices.
The second example with our voice provides reliable statistics (demonstrating professionalism), has
a more factual and neutral tone, provides more information through the link and offers a way for
the reader to get engaged further. It also speaks about a specific issue instead of the general
phenomena which helps educate readers.
10. Downloads
You’ll find all the necessary Missing Children Europe branding material below for use:
Logos
Fonts
Templates
Pictures
For additional requests, input or feedback, contact the Missing Children Europe team at
gail.rego@missingchildreneurope.eu
MissingChildrenEurope
MissingChildEu
Rue de l’Industrie 10, 1000, Brussels, Belgium
With the financial support of the “Rights,
+32 2 894 74 84
Equality and Citizenship 2014-2020”
Programme of the European Union www.missingchildreneurope.euYou can also read
