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IGD BRAND GUIDELINES
IGD BRAND GUIDELINES
For further information about the IGD brand, please contact [email protected]
Table of Contents Introduction
Brand Overview Elevator Pitch / Mission / Vision / Brand Personality Target Audience
Identity Primary SignatureUse of ColorPrimary Signature: Clearspace / Minimum SizeSecondary Signature: Clearspace / Minimum Size Restrictions Placement / Layout
Corporate Byline Byline Use & Color
Color Primary Color Palette Secondary Color Palettes
TypographyPrimary Display & Headline TypefacesBody Copy / ItalicText Use
Secondary Elements PhotographyHeadline Band Title Treatment MultiColor Band IdentifiersSingle Color Background Design Layout Options
File Formats Usage
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IGD Brand Guidelines
2Brand Overview
PRIMARY TYPEFACE
SECONDARY TYPEFACE
COLOR
LOGO
IGD Brand Guidelines
Avenir LT Std 45 Book
Avenir LT Std 55 Roman
Avenir LT Std 65 Medium
Futura Std Light
Futura Std Book
Futura Std Medium
Futura Std Heavy
Futura Std Bold
Avenir LT Std 45 Book Oblique
Avenir LT Std 55 Oblique
Avenir LT Std 65 Medium Oblique
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Brand Overview: The Initiative for Global Development (IGD) drives large-scale poverty reduction by advancing vital business growth and investment in the developing world.
We bring together an influential network of CEOs and senior executives with the interest and capacity to make strategic, catalytic investments in high-need, high-potential regions, with a current focus on Africa. Working together, we foster global connections, share frontier market knowledge and insight, and promote business-driven development to create economic growth and opportunity that can lift generations from poverty.
Elevator PitchMissionVisionBrand Personality Target Audiences
Brand OverviewIGD Brand Guidelines
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We work with global business leaders to drive significant poverty reduction through investment in Africa.
To engage corporate leaders in reducing global poverty through strategic, successful business investment.
Elevator Pitch:
Mission:
Elevator PitchMissionVisionBrand Personality
Brand OverviewIGD Brand Guidelines
Our vision is for business to realize its potential as the most powerful force for poverty reduction in the world.
Vision:
Bold, Credible & Specific, Compassionate, Smart.Brand Personality:
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C-level executives and investors with interest in African markets.
Target audiences:
Target AudiencesBrand OverviewIGD Brand Guidelines
Our primary objectives are to develop content and work channels that 1) raise our profile and credibility among our key target audiences, and 2) comprise a coherent story of what IGD is all about. Beyond our own Frontier members, IGD will target:
Leaders in the fields of economic development and innovative business strategy.
Sector-specific business managers with interest in African markets.
Broader public with interest in Africa, development issues, and free enterprise/entrepreneurship.
1 2 3 4
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Identity: The IGD logo is the most important element in the visual communication of the brand. It symbolizes our employees, services, and products—and our unity. It appears on all communications. It is important to use the logo properly and consistently throughout our materials so that it becomes memorable and recognizable.
Please follow these guidelines and contact the IGD team if you have any questions.
Primary SignatureUse of ColorClearspace Minimum sizeRestrictions Secondary SignaturesPlacement
IdentityIGD Brand Guidelines
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CMYK/RGB Full-color versions
Use these color versions for most applications in print and web. It can be placed on a background of color or directly on a non complicated part of a photograph.
Identity Primary Signature
Primary Signature: The IGD brand is designed to be clean and organized in appearance. Following a few simple rules will help you to apply the logo in a manner that is consistent with the brand image. Always first use the primary signature of the logo.
Primary Signature Secondary Signature
IGD Brand Guidelines
Note
The secondary signature should only be used for vertical formats. Permission by the IGD marketing department is required before using.
8Use of Color
Black and Gray
Choose the black and gray version of the logo when a single color, such as black, is being spec’d.
Reversed + Colors
The reversed logo should be used when the logo must be reversed out of either a dark background or an image and the full color version is not appropriate.
IdentityIGD Brand Guidelines
9ClearspaceMinimum Size
Clearspace
A clearspace equal to the height of “IGD” (see ‘x’) should be maintained around the logo at all times. The clearspace will change relative to the size of the logo.
Minimum Size
For print, the minimum size of the logo for high resolution applications should be no less than .75”.
For on screen, the logo should never be shown at less than 100 pixels wide.
Clearspace / Minimum Size
The IGD logo should always be given an appropriate amount of clearspace whenever used. Clearspace is designed to prevent other graphic or typographic elements from interfering from the visual presence of the logo.
The primary signature should never be reproduced at a size less than minimum size. This is to ensure legibility of all typography in the logo.
IdentityIGD Brand Guidelines
> .75” > 100 pixels
x = height of IGD
x
x
x
x
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Clearspace
A clearspace equal to the height of “IGD” (see ‘x’) should be maintained around the logo at all times. The clearspace will change relative to the size of the logo.
Minimum Size
For print, the minimum size of the logo for high resolution applications should be no less than .5”.
For on screen, the logo should never be shown at less than 65 pixels wide.
Clearspace / Minimum Size
The IGD logo should always be given an appropriate amount of clearspace whenever used. Clearspace is designed to prevent other graphic or typographic elements from interfering from the visual presence of the logo.
The primary signature should never be reproduced at a size less than minimum size. This is to ensure legibility of all typography in the logo.
ClearspaceMinimum Size
IdentityIGD Brand Guidelines
> .5” > 65 pixels
x = height of IGD
x
x x
x
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Do not alter the logo typeface or attempt to re-create the logo.
Do not use low-res JPEG- or GIF-formatted files for printed materials.
Restrictions
Do not modify the logo by adding divisions of the company or a tag line.
Do not stretch or condense the logo horizontally or vertically. Always maintain the original proportions.
Do not modify the logo colors. Use only the approved color formats.
Never modify the arrangement of data elements or the logo symbol.
IdentityIGD Brand Guidelines
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Placement
There is a consistent approach in placing the logo. The primary logo should be used along with the byline. Ideally it should be placed on the right along with the byline to the left and locked to the side edges of a layout. Never put the primary and secondary signatures on the same layout.
PlacementLayout
IdentityIGD Brand Guidelines
Layout
When using large or small photography, you have the option of bleeding on one side or not at all, but never more than a .25 inch margin. The logo bleed from the right should never exceed more than .5 inches. The byline bleed from the left should also never exceed more than .5 inches and rest above both the .5 inch margin and the logo.
.25”
.5”.5”
.5”
.25”
.5”.5”
.5”
13Corporate Byline Byline UseByline Color
Corporate Byline
IGD Brand Guidelines
GLOBAL BUSINESS CONNECTIONS // GLOBAL POVERTY SOLUTIONS is our corporate byline. The byline is simple and strong enough to stand alone but should be joined with the primary logo when possible. It can be used creatively in a number of ways.
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Byline Color
The primary corporate byline color is blue. The four corporate byline colors can appear in one of the following four color: IGD blue, green, orange or blurple. Each color will be joined with the same color title treatment paired with the multicolor band treatment (referred to later in this document). Always make sure to maintain readability.
Byline reversed on a color background or graphic
The byline can be reversed out of the following backgrounds: IGD multicolor band, brown, and black. When reversing out of a background color or graphic always make sure the byline is readable.
Corporate Byline Byline Use & ColorIGD Brand Guidelines
Byline Use
The byline can be used as a stand-alone graphic element but should accompany the primary logo when possible. It should never dominate the layout or visually diminish the logotype. Because it is not a tagline, the byline should never be “locked up” to the logotype but share the same whitespace used by the primary logo.
Byline Size
The IGD byline type size should be the same size as the “INITIATIVE for GLOBAL DEVELOPMENT” (see ‘x’). This relationship should always be maintained when the logo and byline are used together.
x
x
15Color Primary Color PaletteSecondary Color Palettes
Color: Color is a powerful tool for expressing the IGD brand. The IGD colors have been separated into two levels of hierarchy:
Primary color palette: The colors used in the logo and as accents in the layout. Secondary color palettes: Colors used in the layout to enhance the brand.
IGD Brand Guidelines
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Primary Color Palette
The primary color palette should be used in every layout and application of the brand. Since there are six primary colors in the identity, never use all colors at once. Colors should accent and draw attention to the identity. All of this is based on creative interpretation.
Color Primary Color PaletteIGD Brand Guidelines
CMYKC 65 / M 25 / Y 15 / K 10
RGBR 82 / G 145 / B 175
HEX5291AF
CMYKC 55 / M 10 / Y 85 / K 10
RGBR 117 / G 164 / B 81
HEX75A451
CMYKC 10 / M 60 / Y 100 / K 0
RGBR 224 / G 126 / B 39
HEXE07E27
CMYKC 10 / M 20 / Y 20 / K 70
RGBR 97 / G 87 / B 84
HEX615754
CMYKC 0 / M 30 / Y 30 / K 70
RGBR 0 / G 30 / B 30
HEX6C5147
CMYKC 0 / M 0 / Y 0 / K 50
RGBR 147 / G 149 / B 152
HEX939598
CMYKC 70 / M 60 / Y 0 / K 0
RGBR 94 / G 109 / B 179
HEX5E6DB3
CMYKC 30 / M 90 / Y 100 / K 10
RGBR 168 / G 60 / B 41
HEXAB3C29
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Light Color Palette
Dark Color Palette
Secondary Color Palettes
There are two secondary color palettes: a light and a dark set. These are meant to support the primary color palette. These should be used sparingly and with moderation. Any secondary colors should not be used in a manor that visually dominate against the logo.
Color Secondary Color PalettesIGD Brand Guidelines
CMYKC 50 / M 15 / Y 15 / K 0
RGBR 127 / G 181 / B 202
HEX7FB5CA
CMYKC 30 / M 10 / Y 90 / K 0
RGBR 189 / G 198 / B 70
HEXBDC646
CMYKC 0 / M 50 / Y 80 / K 0
RGBR 247 / G 149 / B 72
HEXF79548
CMYKC 10 / M 10 / Y 20 / K 0
RGBR 228 / G 220 / B 202
HEXE4DCCA
CMYKC 50 / M 35 / Y 0 / K 0
RGBR 103 / G 152 / B 205
HEX8298CD
CMYKC 10 / M 90 / Y 60 / K 0
RGBR 219 / G 65 / B 87
HEXEF4130
CMYKC 70 / M30 / Y 20 / K 30
RGBR 82 / G 133 / B 137
HEX3A7189
CMYKC 70 / M 20 / Y 90 / K 20
RGBR 75 / G 132 / B 69
HEX4B8445
CMYKC 20 / M 70 / Y 100 / K 0
RGBR 204 / G 106 / B 45
HEXCC6A2D
CMYKC 10 / M 30 / Y 40 / K 80
RGBR 78 / G 60 / B 48
HEX4E3C30
CMYKC 70 / M 70 / Y 0 / K 20
RGBR 83 / G 79 / B 143
HEX534F8F
CMYKC 70 / M 95 / Y 90 / K 0
RGBR 155 / G 58 / B 63
HEX733A3F
18Typography Primary Display and HeadlineBody CopyItalic
Typography: Futura was designed by the German typographer Paul Renner in 1927. Renner believed that a modern typeface should express modern models. Its original concept was based on the Bauhaus design philosophy that “form follows function.”
Futura uses basic geometric proportions with no weight stresses, serifs, or frills, with long ascenders and descenders that give it more elegance than most sans serif typefaces. The wide range of weights plus condensed faces provide a variety of ways to set short text blocks and display copy with a strong, no-nonsense appearance.
IGD Brand Guidelines
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Futura Std Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789 ? $ @ , . “ ”
Futura Std Medium Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789 ? $ @ , . “ ”
Futura Std Heavy Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789 ? $ @ , . “ ”
Futura Std Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789 ? $ @ , . “ ”
Headline Typefaces
Two weights can be used: Bold and Medium when a secondary level is introduced to the title. Words are in all caps. Weight and size should be based upon the creative needs of the specific instance in which the type is used.
Typography Primary Display & HeadlineIGD Brand Guidelines
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Body Copy
All body copy should be set in Avenir LT Std 45 Book. Size should be based on the creative needs of the specific instance in which the type is used. Avenir LT Std 65 Medium should be used for any leading paragraph type in white with a dark background that is more than 50% gray.
Avenir Italic
Italic should be used for emphasis within introductory body copy or with quotes.
Avenir LT Std 45 BookAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789 ? $ @ , . “ ”
Avenir LT Std 65 MediumAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789 ? $ @ , . “ ”
Avenir LT Std 45 Book ObliqueAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789 ? $ @ , . “ ”
Avenir LT Std 65 Medium ObliqueAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789 ? $ @ , . “ ”
Typography Body CopyItalic
IGD Brand Guidelines
21Typography Text UseIGD Brand Guidelines
Text Use
Below are guidelines for typography for both titles and body copy. These guidelines define IGD’s typographic hierarchy of information.
Primary Headlines
Futura Std Bold This expressive headline conveys strength and boldness. Use medium weight typeface.
Body Copy Headlines
Futura Std Bold Creates emphasis within the structure of body text and is capitalized.
Body Copy
Avenir LT Std 45 Book Creates emphasis within the structure of body text and is capitalized.
Body Copy Highlight
Avenir LT Std 65 Medium Creates emphasis within the body text.
Secondary Body Copy Headlines
Futura Std Medium Secondary title level within the structure of body text and is capitalized.
Side Bar Copy
Avenir LT Std 45 Book Oblique Creates emphasis within the side bar text and is italic.
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22Secondary Elements PhotographyHeadline Band Title TreatmentMultiColor Band IdentifiersSingle Color Background DesignLayout Options
Secondary Elements: Secondary elements extend and enhance the IGD brand. They can be used in many different ways, allowing a level of flexibility that can be tailored to a specific audience or marketing message. The secondary elements are:
PhotographyHeadline Band Title TreatmentMultiColor Band IdentifiersSingle Color Background DesignLayout Options
IGD Brand Guidelines
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Photography
Photography is a major part of the IGD brand. Use of the right photography helps express IGD’s unique personality and positioning.
These primarily metaphoric pictures of people working with there hands speak to one of the key brand essences of IGD. IGD is all about skill building development to create economic growth and opportunity. Images can be used as a view into a particular instance or a series of images that tell a metaphorical narrative. This will also include business sectors. In certain instances people can be shown, but the focus should be on the hands and associated business sectors IGD has involvement in.
When selecting and cropping photography, make sure the content is engaging, shot in an interesting manner, such as close up, from an interesting perspective, with a central focus, with plenty of negative space and rich vibrant color. A sense of appreciation and preciousness should be conveyed in the photography’s content.
RF: Royalty Free Images
These are images purchased for a one time fee that we have the right to use in as many instances we want.
RM: Rights Managed
These are images that must be purchased every time we use them. These photos are usually more unique and less used. But are usually more expensive.
Secondary Elements PhotographyIGD Brand Guidelines
IGD In Action
When selecting “IGD in action” photography please avoid photography with people looking directly at the camera and try to use photography that compliments other colors used in the design layout.
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Headline Band Title Treatment
The headline band title treatment is used along with photography to strengthen the metaphorical nature of the photography with a title. The headline typography has three treatment options to choose from: multicolor, knock out and color. The headline band treat should always be located toward the bottom of photos or solid colors spaced accordingly from the multi color band.
Secondary Elements Headline Band Title TreatmentIGD Brand Guidelines
Headline Color
The headline type treatment has four of the following color options: IGD blue, green, orange or purple. It is important to use the correct multi color band for each of the four typography color options.
Headline White Space
To create the white around the type you will need to create a 1 to 4 space ratio between the white space (1x) and the type size (4x). Avoid title bands that have less then 3x the space from both the left and right margins.
1x
1x
4x
2x
4x
3x 3x
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MultiColor Band Identifiers
Using the colors of the primary signature, four multi color bands are used to accent layouts. Their proportion has a direct relationship with the size of the layout used and the content. The multi color bands should be locked to the bottom of photography or solid color used for each layout. The appropriate byline color option should be used when it is appropriate.
Secondary Elements MultiColor Band Identifiers IGD Brand Guidelines
16 pixels
.5 pixels
left right
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Single Color Background Design
When an image is not appropriate the options of using the following four backgrounds that visually support the brand. The design allows for adjustments for both height and width when used. The choice of color is left to the discretion of the design but should corollate with same color of the four different byline colors.
Secondary Elements Single Color Background DesignIGD Brand Guidelines
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Layout Options
Breaking the layout into different “blocks” adds to the overall feel of the IGD brand. Please refer to these samples as references to the relationships between the blocks. The boxes represent photography or color. Color blocks are just examples. In this set we show the relationship between the multi color bands, logo and tagline.
Secondary Elements Layout Options IGD Brand Guidelines
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File Formats: The files included with this brand guide contain the IGD logo and brand elements in a variety of appearances and file formats.
File Formats UsageIGD Brand Guidelines
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Offset Printing
The EPS files provided are to be used for offset printing:
IGD_primary_CMYK.EPS IGD_primary_PAN.EPS IGD_primary_BLK&Gray.EPS IGD_primary_Rev.EPS
PowerPoint Presentations
GIF and JPG files can be used for PowerPoint presentations. We have provided the RGB, black (Black), and reversed (Rev) logos in each file format.
Websites
GIF and JPG files can be used for web-site applications. We have provided the RGB, black, and reversed logos in each file format.
Word Processing
TIF files are the appropriate files to use when embedding images in a word processing document such as Microsoft Word.
Templates Files
Please contact the IGD marketing group for the most up to date template files for all marketing pieces.
4-color process Spot color using Pantone inks (PAN 476, 166, 7405, 7461, & 583) Black and white adsReversed – white logo appears against a dark background
.EPS
Hi-res (high-resolution) files which are vector-based (line) images created in a drawing program and used for high-quality printing. EPS files may be scaled up or down without losing resolution.
.GIF
Lo-res (low-resolution) files which are raster-based images created in a paint or photo program and used primarily for Web graphics. GIFs should not be scaled up or down due to loss of resolution.
.JPG
Lo-res files which are raster-based images created in a drawing program and used for Web graphics and digital printing. JPEGs should not be scaled up due to the loss of detail during saving (from compression).
.TIF
Hi-res files which are raster-based (bit mapped) images created in a paint or photo program and used for high-quality printing. TIFs should not be scaled up due to loss of resolution.
File Formats UsageIGD Brand Guidelines
