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Effective June 2015
IFDC’s Brand and Graphic Standards are for all print and online materials.
For more information or questions about the IFDC brand, please contact IFDC’s Office of Communications at (256) 381-6600.
Brand & Graphic Standards Manual
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The IFDC brand represents the organization’s leadership in strengthening global food security. Our name and logo are among IFDC’s most valuable assets. They are recognized worldwide and communicate a unique identity to all audiences.
The guidelines in this Manual are intended to promote IFDC’s international identity. By following these specifications, our staff, partners and donors will maximize awareness of our work through uniform usage of the IFDC brand.
Please refer to this Manual and follow its standards. The guidelines are mandatory for all uses in all mediums.
If you have questions or comments on the use of our organization name, logo or elements of its identity, please contact IFDC’s Office of Communications.
Sharon SinghChief Communications Officer
Introduction – IFDC Brand
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IFDC’s brand identity in all its forms is the exclusive property of IFDC. Every application should strengthen and reinforce the organization’s positive image.
The IFDC name and logo are on business cards, letterhead, publications, training materials, vehicles, buildings, etc. The logo’s colors and typeface are symbols of IFDC’s global mission. Therefore, it is imperative to preserve both the strength and integrity of the IFDC name and logo by using them correctly.
All IFDC logo files are available on the IFDC website at ifdc.org/branding.
Use the approved artwork only.
Proper Use of the IFDC Logo
4-Color Process PresentationUsing PMS Colors
One Color PresentationUse this color option only on black and white materials. Use an 0.5 pt black outline around IFDC.
Grayscale PresentationThe color brandmark should be used whenever possible, but when budget does not allow for full color, this grayscale version may be used.
Black-Only and Reversed PresentationsUse these black-only options on a white field. Use an 0.5 pt white outline around IFDC.
4-Color Process PresentationUsing PMS Colors; Use this logo on a colored or busy background.
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The following are the only colors that may be used for the IFDC logo/brandmark. No other colors may be substituted.
IFDC Color Standards
Pantone 348 CVU – 60% or CMYK #54A88C
CMYK 68/14/55/1RGB 84/168/140Hex#54a88c
Use for continents on the globe in the IFDC logo.
CMYK Black #000000 Use for IFDC letters and 0.216 pt border around globe in IFDC logo.
Pantone Process Black
Use for IFDC letters and 0.216 pt border around globe in IFDC logo. This use is for Black-Only presentations of the IFDC logo. See Black-Only usage on page 2.
Pantone Process Blue CV or CMYK #0099D8
CMYK 77/26/0/0RGB 7/52/213Hex#0798d5 Use for oceans on the globe in the IFDC logo.
Pantone Process Blue CV or CMYK #0099D8 (oceans on the globe)
Pantone 348 CVU – 60% or CMYK #54A88C (continents on the globe)
CMYK Black #000000 or Pantone Process Black (IFDC letters) and 0.216 pt. border around globe
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The IFDC logo must stand out in all uses. Maintain clear space on all sides.
In the diagram on the right, a clear space of 1/4 x is required on all sides of the IFDC logo, in relation to the piece. x represents the height of the logo.
More than 1/4 x clear space is also accepted.
Clear Space Requirements
1/4 x
1/4 x
x
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The following are specific guidelines related to the sizing of the logo.
Sizing: The minimum logo size for all usages is 3/8" (1 cm) in height. The only exception is social media use where the logo must fit site specifications (see page 25).
The preferred minimum logo height is 1/2" on an 8.5" x 11" document and 1.3 cm on an A4 document.
Acceptable Use3/8" (1 cm)Minimum sizing height requirement
1/2" (1.3 cm)Preferred minimum height
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To ensure that our logo is always recognizable, it must be used consistently, with discipline and precision. Misuse lessens the power of the brand.
Incorrect Use of the IFDC LogoThe correct usages for the IFDC logo are on page 2. Those are the only correct usages of the logo.
Incorrect Black-Only Brandmark UsageThe only correct usage of the black-only brandmark is shown on page 3. No other color combination or typeface may be used. Below are two examples of incorrect usages.
Incorrect Example:Reversal out of color, improper colors.
Incorrect Example:Improper use of color.
Incorrect Example:Inverted black values.
Incorrect Example:Reversal out of color, wrong color.
Incorrect Example:Improper typeface.
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The following are acceptable fonts for the organization’s brand imaging.
The IFDC logo contains the Switzerland Black typeface only. No other font may be used or substituted. Switzerland Black may only be used for the logo.
HeadlinesAll headlines should be typeset in Avenir Next (Ultra Light) or Helvetica Neue (UltraLight) with an 18 to 34 pt type to a 20 to 36 pt leading. All headlines should be set flush left, ragged right.
Avenir Next (Ultra Light) 18 pt type with 20 pt leading
IFDC: A Public International OrganizationAvenir Next (Ultra Light) 34 pt type with 36 pt leading
IFDC: A Public International OrganizationHelvetica Neue (Ultra Light) 18 pt type with 20 pt leading
IFDC: A Public International OrganizationBody CopyUse Avenir Next, Myriad Pro, Bodoni or Times New Roman for body copy. No other font families or typefaces may be used or substituted.
Body copy should be set flush left and ragged right with a 10 to 11.5 pt type with no less than 11.5 to 13 pt leading and
Standard Typography no more than 18 pt leading.
Sub HeadlinesAll sub headlines should be typeset in Avenir Next or Myriad Pro with a 14 to 16 pt type and a 16 to 18 pt leading.
Primary Sans-Serif FontIFDC’s primary sans-serif font, Avenir Next, should be used on all print materials. If unavailable, use IFDC’s secondary sans-serif font, Myriad Pro.
Headers and Body TextPrimary Sans Serif Font: Avenir Next If unavailable, use Myriad Pro
CaptionsPrimary Sans Serif Font: Avenir NextIf unavailable, use Myriad ProSub-HeadsPrimary Sans Serif Font: Avenir NextIf unavailable, use Myriad Pro
Pull-QuotesPrimary Sans Serif Font: Avenir NextIf unavailable, use Myriad Pro
Primary Serif FontIFDC’s primary serif font, Bodoni should be used on all print materials and may only be used for body text and captions. If unavailable, use IFDC’s secondary serif font, Times New Roman.
Body TextPrimary Serif Font: Bodoni If unavailable, use Times New Roman
CaptionsPrimary Serif Font: Bodoni If unavailable, use Times New Roman
IFDC’s primary sans-serif font, Avenir Next. If unavailable, use IFDC’s secondary sans-serif font, Arial.
IFDC’s primary serif font, Bodoni. If unavailable, use IFDC’s secondary serif font, Times New Roman.
No other font families or typefaces may be used or substituted.
HeadlinesAll headlines should be typeset in Avenir Next (Ultra Light) with an 18 to 34 pt type to a 20 to 36 pt leading. All headlines should be set flush left, ragged right. Headlines that are typeset in Avenir Next should have the tracking set at -50. If Avenir Next is not available, use Arial (Regular with tracking set to +20).
Body TextUse Avenir Next (Regular) or Bodoni (Roman) for body text. If Avenir Next is not available, use Arial (Regular with tracking set to +20), and if Bodoni is not available use Times New Roman (Regular with tracking set at 0).
Body text should be set flush left and ragged right with a 10 to 11.5 pt type with no less than 11.5 to 13 pt leading and no more than 18 pt leading.
Sub HeadlinesAll sub headlines should be typeset in Avenir Next (Demi Bold) with a 14 to 16 pt type to 16 to 18 pt leading. If Avenir Next is not available, use Arial (Bold with tracking set to +20).
CaptionsAll captions should be typeset in Avenir Next (Italic). Captions should be set flush left and ragged right with a 7 to 8 pt type with no more than 9 to 10 pt leading. If Avenir Next is not available, use Arial (Italic with tracking set to +20).
Pull-QuotesPrimary Sans Serif Font: Avenir Next.If unavailable, use Arial.
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Do not change uppercase or lowercase letters.
CORRECT: IFDC is a public international organization.INCORRECT: Ifdc is a public international organization.
Do not add the word “the” before IFDC when referring to IFDC as a whole organization.
CORRECT: IFDC is a public international organization.INCORRECT: The IFDC is a public international organization.
Do not use the IFDC logo in a headline or body copy.
CORRECT: IFDC is a public international organization.INCORRECT: is a public international organization.
Do not alter letter spacing of type.For exceptions, see left.
CORRECT: IFDC is a public international organization.INCORRECT: IFDC is a public international organization.INCORRECT: IFDC is a public international organization.
Do not alter line spacing of type. For exceptions, see left.
CORRECT: IFDC is a public international organization. IFDC headquarters is located in Muscle Shoals, AL.
INCORRECT: IFDC is a public international organization. IFDC headquarters is located in Muscle Shoals, AL.
INCORRECT: IFDC is a public international organization.
IFDC headquarters is located in Muscle Shoals, AL.
The following are examples of correct and incorrect typography treatments along with leading, kerning and tracking.
Letter Spacing (Tracking) Preferred tracking is 5 pt to 10 pt. Any point between -10 and 10 pt is also accepted.
Line Spacing (Leading)Preferred leading is 11.5 to 13 pt for 10 to 11.5 pt body copy; 18 pt for 11.5 pt body copy is acceptable for larger presentations where more space is needed.
Consistency in our communications materials strengthens the IFDC brand. Presenting a unified image ensures that IFDC messages are instantly recognized.
Standard Typography (continued)
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1. What purpose are these standards intended to serve?These standards are meant to illustrate and explain the correct ways to use IFDC’s name, logo and brand. Specific instructions are given for all uses. Protecting our materials from misuse or improper usage is important for legal reasons. Improper usage ultimately weakens IFDC. Correct usage of our name, logo and brand help increase awareness of IFDC and its activities.
2. Are the rules regarding logo usage suggested or mandatory?The rules are mandatory. An organization’s logo and brand are viable only when used correctly. Whether a for-profit company (i.e., Coca-Cola, McDonald’s) or a non-profit organization or government agency (i.e., United Nations, USAID) – all have very specific rules for using their logos. They protect their brands in very specific ways. IFDC is no different.
3. Are there any exceptions?No. Improper usage weakens the IFDC brand and consequently weakens the organization.
4. What is the best way to be sure I am reproducing IFDC’s logo accurately? Follow the instructions in the Manual. Only use the downloadable files available at ifdc.org/branding.
5. Who do I contact if I have additional questions? If you have any questions, you can email or call IFDC’s Office of Communications at (256) 381-6600. Sharon Singh: [email protected] Donna Venable: [email protected] Heather Gasaway: [email protected] Victoria L. Antoine: [email protected]
IFDC Brand Standards Q & A
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We will continue to provide periodic updates to this manual. It will be located on IFDC’s website at ifdc.org/branding and on SharePoint (http://bit.ly/1FJoQ9H) for IFDC staff members.
For questions regarding any of the information in this manual, please do not hesitate to contact IFDC’s Office of Communications at (256) 381-6600.
IFDC Graphic Standards Conclusion
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