NEXTGEN BRAND BOOK 2015 updated December 17, 2015 Contents
How to Use This Book...... 3 Logo...... 4 Usage...... 10 Image Catalog...... 12 Typography ...... 13 Our Fonts...... 14 Typography...... 18 Color...... 20 Core Colors...... 21 USF Color Palette...... 23 Photography ...... 24 Our Personality...... 25 Guidelines...... 26 Online Resources...... 30 Design Elements ...... 31 Examples ...... 32 Presentations ...... 35 Guidelines...... 36 Examples ...... 37 Social Media ...... 38 Guidelines...... 39 Examples ...... 40
2 UNICEF NEXT GENERATION Brand Book 2015 How To Use This Book When people talk about branding, they tend to think in terms of logos and taglines, but for us it means much more. Our brand reflects everything we do and say.
WHAT IS THE NEXTGEN BRAND? It’s what NextGen stands for and makes it unique .
WHY IS THE BRAND BOOK IMPORTANT? Brands work when people can relate to them . If we convey a clear and consistent identity every time we communicate, people will come to know — and appreciate — who we are and what we stand for .
This book highlights key components of the UNICEF Next Generation (NextGen) brand . It includes messaging we use to communicate with others about NextGen and updated guidelines for defining our visual identity online and through social media .
This book should always be referenced along with the U.S. Fund for UNICEF Brand Book, which reflects the components for the UNICEF master brand. Components of this book and the 2015 U .S . Fund for UNICEF Brand Book are in the NextGen Brand Book zip file and USF Brand Book zip file, respectively .
WHEN SHOULD I USE THE BRAND BOOK? Every single day you should do something for NextGen! The Brand Book is meant to help us all become better communicators . It should inform everything you do — from talking to someone on the subway and creating a presentation to writing a thank-you letter and designing a web page .
3 UNICEF NEXT GENERATION Brand Book 2015 LOGO U.S. Fund for UNICEF & NextGen Logo
The UNICEF logo is one of our most powerful symbols . It is our guarantee of quality, trust and integrity . The two elements of the logo — the UNICEF name and the emblem — must always be used together as a single unit . Combining the U .S . Fund for UNICEF children first logo and the UNICEF Next Generation logo tells people what we do and who we stand for . It is essential to keep both logos together as often as possible .
Note: The NextGen logo has been redesigned . Please discard any logos acquired before November 1, 2015 and use most recent logo shown above. Contact [email protected] for questions on usage or for a 2015 logo package .
5 UNICEF NEXT GENERATION Brand Book 2015 U.S. Fund for UNICEF & NextGen Logo Variations The logo can be reproduced in USF Blue (100% cyan), black and knocked out of an image or background in white with USF Blue .
Note: Black background only to indicate knockout . Black is not part of logo lockup .
6 UNICEF NEXT GENERATION Brand Book 2015 U.S. Fund for UNICEF & NextGen Logo Size and Scaling
The preferred size for reproducing the U .S . Fund for UNICEF/NextGen logo in printed materials is 3” wide . Minimum size refers to the smallest allowable logo size . The logo is available in one size that can be scaled down to a minimum size of 2” wide or 144 pixels wide for digital use online or in presentations .
Always maintain the logo’s aspect ratio when scaling. U S. . Fund for UNICEF/NextGen .eps logo files may be scaled to any size necessary for the application, as long as the minimum size requirements are met . .jpg logos should never be scaled up to avoid pixelization .
Preferred Size Minimum Size
3” 2”
7 UNICEF NEXT GENERATION Brand Book 2015 NextGen Stand-alone Logo The NextGen stand-alone logo can be used where space prohibits use of children first logo lockup, but should be avoided whenever possible . When the NextGen logo is used alone, the U.S. Fund for UNICEF children first logo must appear nearby. (For example: in printed pieces, the NextGen stand-alone and U .S . Fund for UNICEF children first logo must appear on same page) .
The stand-alone logo can be reproduced in USF Blue (100% cyan), black and knocked out of an image or background in white with USF Blue .
Preferred stand-alone logo
Alternate stand-alone logo
Note: Black background only to indicate knockout . Black is not part of logo lockup .
8 UNICEF NEXT GENERATION Brand Book 2015 Logo Positioning Surrounding the NextGen logo with ample clear space ensures the logo is easily identifiable and legible . Clear space is the minimum “breathing room” required around the logo . To calculate the minimum distance between the logo and adjacent text, graphic elements, and edges of any document or web page, measure the height of the u in UNICEF . The height of the u determines the width of the clear space “band” required around the logo .
9 UNICEF NEXT GENERATION Brand Book 2015 Logo Correct Usage Correct usage of logo To preserve brand integrity, logos must appear consistently in all uses . The logo must be clearly recognizable, used properly, and never altered . Consider the logo version (color) and the background it is placed on to provide the best legibility .
Do not . . .
. . . use old versions of logo . . . change color . . . add type . . . rotate . . . alter or rearrange
New York Office
. . . distort . . . crop . . . tint . . . change fonts . . . place vertically
UNITED STATES FUND
. . . frame . . . pattern . . . add shadows or . . . create a box under logo . . . use at low resolutions special effects of any kind
10 UNICEF NEXT GENERATION Brand Book 2015 Logo Usage on Backgrounds and Images n High contrast backgrounds optimize legibility to ensure recognition . n Avoid placing the logo on complicated imagery . n When pairing logo with backgrounds, ask yourself: “Is the type legible?” “Does the background compete with the logo?”
When in doubt contact [email protected] .
Correct Usage Inorrect Usage
11 UNICEF NEXT GENERATION Brand Book 2015 Logo Image Catalog Please discard any logos acquired before November 1, 2015. Use logos located on FindIt. Need a logo or lockup not available here? Email [email protected] The logos below are available as eps, jpeg and png files, infull-color , black and white . The below name labels (in pink) indicate the prefix of each logo version’s file name . The prefix is followed by the color and file type . It is important to supply all external vendors and partners with correct logos and instructions on lockup and usage . n Logos shown here at 100% (preferred size for use) . n All eps and png logos are CMYK (for print) and all jpeg logos are RGB (for digital) . n Jpeg logos should never be enlarged . Eps logos can be sized up or down . n Eps logos are vector files in CMYK color mode, enabling professional printers to reproduce the graphic at any size without degradation . An eps image may not be viewable on your computer and is not for use online or in Microsoft Office files . n Png logos are in RGB color mode with a transparent background, appropriate for use in digital content like email and web stories .
USF15_CF_NextGen USF15_NextGen USF15_NextGenSolo
12 UNICEF NEXT GENERATION Brand Book 2015 TYPOGRAPHY NOTE For Web version of these fonts, go to Typography .com for Sentinel and Fonts com. for Our Fonts Univers . Our typography not only helps ensure that our materials are recognized as NextGen communications, it also helps create a distinct visual identity . The two primary NextGen typefaces are Univers (sans-serif) and Sentinel (serif) . Where Univers and Sentinel are unavailable, use Arial (sans-serif) and Georgia (serif) . Do not replace NextGen brand fonts with any other fonts from your desktop.
Preferred Fonts Univers Sentinel
Alternate Fonts Arial Georgia
Clean Classic Iconic Traditional Readable Decorative
14 UNICEF NEXT GENERATION Brand Book 2015 Our Fonts Univers
Univers Light is preferred text weight and Univers Black is preferred headline weight . Avoid using Univers Light Condensed except where needed for fit .
If Univers is not available, use Arial .
UNIVERS 75 BLACK UNIVERS 45 LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 0123456789
UNIVERS 65 BOLD UNIVERS 45 LIGHT OBLIQUE ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 0123456789
UNIVERS 55 ROMAN UNIVERS 47 LIGHT CONDENSED ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 0123456789
UNIVERS 55 ROMAN OBLIQUE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
15 UNICEF NEXT GENERATION Brand Book 2015 Our Fonts Sentinel
Sentinel Book is preferred text weight and Sentinel Black is preferred headline weight .
Where Sentinel is not available use Georgia .
SENTINEL BLACK SENTINEL BOOK ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 0123456789
SENTINEL BOLD SENTINEL LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 0123456789
SENTINEL MEDIUM SENTINEL LIGHT ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 0123456789
SENTINEL BOOK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
16 UNICEF NEXT GENERATION Brand Book 2015 Our Fonts Web
As the web (html) relies on client text rendering, we can never know if a certain typeface, or font, is available in a particular user’s system . There are, however, a set of fonts known to exist on most clients’ systems . Among those are Arial, Verdana, Georgia and Times . To prevent this substitution wherever possible, we use web fonts on our sites to properly reflect our brand and Univers and Sentinel appear in most cases .
Cascading Style Sheets (CSS) support specifying a list in prioritized order of typefaces to use . This enables us to broaden the list of fonts used to closely simulate our NextGen fonts . For example, if our preferred web fonts are not available, the closest sans-serif or serif font will be replaced .
Online typeface table (showing preferential order on CSS) Headings: Sentinel, Georgia, serif Text: Univers, Arial, sans-serif Monospace: monospace
17 UNICEF NEXT GENERATION Brand Book 2015 NOTES Ideal text block of sans serif type set in univers light 9/12 pt .; font-size: 9px; Typography Examples Sans-Serif line-height: 11px .
First line paragraph Below are some examples of our most commonly used sans-serif type treatments indent: p9 . Never indent first along with specs . paragraph .
Flush left, rag right text . Ideal rag has a short, long, short, USF H1: long balance . Univers Bold HeadlineSans 36/36 pt Do not use justified USF Subhead: Subhedline can be in one but never text . Univers Light 17/18 pt more than two lines . Avoid hyphenating iagnimu sdant, aspelit atiistrum fugia verit fugia ntius, words . Never break UNICEF or other USF Text/drop exceped ut quisin porehentur . Soluptasimo beaqua turis proper names . cap: Univers exerum, vite non cus que venist laccatem rempor modi Light with P USF H3: Univers Bold nonem ne molum renis si cumnihil laborep rempore ptatiss Univers Light Head H3 Sans drop cap 9/12 pt itinusciis ver harum, unt at que venitium und dolupta tetur accat . Condensed Nis et audigeni cusda voluptatur Agniet vitiorerati und dolupta 18/18 pt tetur, odit quunt hil incto etur? USF H2: Univers Bold HeadH2 Sans USF Bullet: n Eptae ea nistion nobitat quisim earum velis quid quis sam 28/28 pt Zapf Dingbat exceped igentia cor aut fugit pratur re molorum quatus estias Nis et audigeni cusda voluptatur . Agniet ets vitiorerati und 9.5 pt conserite tiandunt . USF Text: dolupta tetur, odit quunt hil incto etur? Eptae ea nistion nobitat Line space Univers Light quisim earum velis quid quis sam exceped igentia cor aut fugit between bullet 9/12 pt pratur re molorum quatus estias conserite tiandunt acipsus archit points n Ecipsus archit et voluptatiata dus quam ius aster dellate ndenis et voluptatiata dus quam ius aster dellate ndenis dolo coreped dolo coreped qui dolupic iissequ atisitate sume sam haria est, qui dolupic iissequ atisitate sume sam haria quas est, sequati sequati oreium vole ugit pratur ne molum renis si . oreium vole ugit pratur ne .
USF Sidebar H1: SUBHED H6 STYLE Pid magnimu sdant, aspelit atiistrum fugia Univers Bold SdbrH1 Serif verit fugiantius, exceped ut quisin porehentur . Soluptasimo 18/17 pt Nis et audigeni cusda voluptatur Agniet vitiorerati und dolupta tetur, beaqua turis exerum, vite non cus que venist laccatem rempor odit quunt hil incto etur? modi nonem ne renis si cumnihil laborep rempore ptatiss USF Sidebar text: n Ecipsus archit et voluptatiata dus quam ius aster dellate ndenis itinusciis ver harum, unt at que venitium accat . Univers Roman dolo coreped. 8/10 pt Nis et audigeni cusda voluptatur Agniet vitiorerati und dolupta n Ecipsus archit et voluptatiata dus quam unicefusa.org/link tetur, odit quunt hil incto etur? Eptae ea nistion nobitat quisim Bullet: 8 pt Zapf Dingbat Weblink: 9 pt Univers Bold
18 UNICEF NEXT GENERATION Brand Book 2015 NOTES Ideal text block of serif type set in Sentinel Light 9 5/12. pt .; font-size: 9 .5px; Typography Examples Serif line-height: 12px
First line paragraph Below are some examples of our most commonly used serif type treatments indent: p9 . Never indent first along with specs . paragraph .
Flush left, rag right text . Ideal rag has USF H1: a short, long, short, Sentinel Bold long balance . 36/33 pt HeadlineSerif Do not use justified USF Subhead: Subhedline can be in one but never text . Sentinel Light 18/18 pt more than two lines. Avoid hyphenating iagnimu sdant, aspelit atiistrum fugia verit fugia ntius, words . Never break USF Text/drop exceped ut quisin porehentur. Soluptasimo beaqua turis UNICEF or other proper names . cap: Sentinel exerum, vite non cus que venist laccatem rempor modi Light with Sentinel USF H3: Black drop cap Pnonem ne molum renis si cumnihil laborep rempore ptatiss Sentinel Light Head H3 Serif 9.5/12 pt itinusciis ver harum, unt at que venitium und dolupta tetur accat. Italic 18/18 pt Nis et audigeni cusda voluptatur Agniet vitiorerati und dolupta tetur, odit quunt hil incto etur? USF H2: Sentinel Bold HeadH2 Serif USF Bullet: n Eptae ea nistion nobitat quisim earum velis quid quis sam 28/28 pt Zapf Dingbat exceped igentia cor aut fugit pratur re molorum quatus estias Nis et audigeni cusda voluptatur. Agniet ets vitiorerati und dolupta 9.5 pt conserite tiandunt . USF Text: tetur, odit quunt hil incto etur? Eptae ea nistion nobitat quisim Line space Sentinel Light earum velis quid quis sam exceped igentia cor aut fugit pratur re between bullet 9.5/12 pt molorum quatus estias conserite tiandunt acipsus archit et points n Ecipsus archit et voluptatiata dus quam ius aster dellate ndenis voluptatiata dus quam ius aster dellate ndenis dolo coreped qui dolo coreped qui dolupic iissequ atisitate sume sam haria est, dolupic iissequ atisitate sume sam haria quas est, sequati oreium sequati oreium vole ugit pratur ne molum renis si. vole ugit pratur ne.
USF Sidebar H1: Subhed H6 Style Pid magnimu sdant, aspelit atiistrum fugia Sentinel Bold SdbrH1 Serif verit fugiantius, exceped ut quisin porehentur. Soluptasimo 18/17 pt Nis et audigeni cusda voluptatur. Agniet ets vitiorerati und dolupta beaqua turis exerum, vite non cus que venist laccatem rempor tetur, odit quunt hil incto etur? Eptae ea nistion nobitat quisim modi nonem ne renis si cumnihil laborep rempore ptatiss USF Sidebar text: earum velis quid quis sam exceped itinusciis ver harum, unt at que venitium accat. Sentinel Bold n Ecipsus archit et voluptatiata dus quam ius aster dellate ndenis Nis et audigeni cusda voluptatur Agniet vitiorerati und dolupta 8/10 pt dolo coreped. Bullet: 8 pt tetur, odit quunt hil incto etur? Eptae ea nistion nobitat quisim n Ecipsus archit et voluptatiata dus quam unicefusa.org/link earum velis quid quis sam exceped igentia cor aut fugit pratur re Zapf Dingbat vole ugit pratur ne molum renis si. Weblink: 9 pt Univers Bold
19 UNICEF NEXT GENERATION Brand Book 2015 COLOR Our Colors The primary color for NextGen branding is, like UNICEF’s own signature color, cyan — but around here we call it USF Blue . It should be used in all communications and is our visual link to the United Nations . The below core palette is provided for use in conjunction with USF Blue .
CORE PALETTE
USF Blue USF Gray -Medium USF Black White Pantone Process Cyan Cool Gray Rich Black CMYK: 0 0 0 0 CMYK 100 0 0 0 CMYK 23 16 13 46 CMYK 67 44 67 95 RGB: 255 255 255 RGB 0 159 223 RGB 121 125 131 RGB 0 7 0 Hex: #FFFFFF Hex #009FDF Hex #797D83 Hex #000600
Note: Please use regular black (CMYK 0/0/0/100), not USF Black for all text smaller than 14 points . Use reverse type (light tones or white) sparingly as it is hard to read .
21 UNICEF NEXT GENERATION Brand Book 2015 Our Colors The extended palette is provided for use in conjunction with USF Blue and core palette . These accent colors should be used sparingly and never take precedence over USF Blue .
USF Blue USF Yellow USF Orange USF Red USF Green Pantone Process Cyan Pantone 123 C Pantone 158 CP Pantone 485 CP Pantone 375 CP CMYK 100 0 0 0 CMYK 0 19 89 0 CMYK 0 62 95 0 CMYK 0 95 100 0 CMYK 40 0 90 0 RGB 0 159 223 RGB 255 199 44 RGB: 232 119 34 RGB 218 41 28 RGB 151 215 0 Hex #009FDF Hex #FFC72C Hex #E87722 Hex #DA291C Hex #91D700
The complete NextGen palette includes custom variations of core palette .
USF Blue -10% USF Blue -30% USF Blue -60% USF Blue +40% USF Blue +60% USF Blue Dark USF Gray -Dark USF Gray -Light CMYK: 10 0 0 0 CMYK: 30 0 0 0 CMYK: 60 0 0 0 CMYK: 100 0 0 40 CMYK: 100 0 0 60 CMYK: 100 10 0 75 CMYK 30 22 17 57 CMYK 3 3 6 7 RGB: 225 244 253 RGB: 171 225 250 RGB: 68 200 245 RGB: 0 118 163 RGB: 0 91 127 RGB: 0 62 94 RGB 95 99 105 RGB 227 225 220 Hex: #E1F4FD Hex: #ABE1FA Hex: #44C8F5 Hex: #0076A3 Hex: #00567F Hex: #003E5E Hex #5F6369 Hex #E4E1DC
22 UNICEF NEXT GENERATION Brand Book 2015 Our Colors Below is the complete NextGen color palette . Colors should all be used at 100% of color (no tints or percentages of colors) . Besides our preferred white, optimal background colors are USF Blue-10% and USF Gray-Light .
Do not use default colors from software programs to add color to your work. Please use only these specific colors, If more colors are needed, use additional tints of the below color palette .
USF Blue -10% USF Blue -30% USF Blue -60% USF Blue USF Blue +40% USF Blue +60% USF Blue Dark White CMYK: 10 0 0 0 CMYK: 30 0 0 0 CMYK: 60 0 0 0 Pantone Process Cyan CMYK: 100 0 0 40 CMYK: 100 0 0 60 CMYK: 100 10 0 75 CMYK: 0 0 0 0 RGB: 225 244 253 RGB: 171 225 250 RGB: 68 200 245 CMYK: 100 0 0 0 RGB: 0 118 163 RGB: 0 91 127 RGB: 0 62 94 RGB: 255 255 255 Hex: #E1F4FD Hex: #ABE1FA Hex: #44C8F5 RGB: 0 159 223 Hex: #0076A3 Hex: #00567F Hex: #003E5E Hex: #FFFFFF Hex: #009FDF
USF Yellow USF Orange USF Red USF Green USF Gray -Light USF Gray -Medium USF Gray -Dark USF Black Pantone 123 C Pantone 158 CP Pantone 485 CP Pantone 375 CP CMYK 3 3 6 7 Cool Gray CMYK 30 22 17 57 Rich Black CMYK 0 19 89 0 CMYK 0 62 95 0 CMYK 0 95 100 0 CMYK 40 0 90 0 RGB 227 225 220 CMYK 23 16 13 46 RGB 95 99 105 CMYK 67 44 67 95 RGB 255 199 44 RGB: 232 119 34 RGB 218 41 28 RGB 151 215 0 Hex #E4E1DC RGB 121 125 131 Hex #5F6369 RGB 0 7 0 Hex #FFC72C Hex #E87722 Hex #DA291C Hex #91D700 Hex #797D83 Hex #000600
23 UNICEF NEXT GENERATION Brand Book 2015 PHOTOGRAPHY Our Photography Our Personality Knowing and understanding our brand personality traits and how to apply them to our photographic art direction is what separates our work from others . By applying these seven basic personality traits (Modern, Expert, Transparent, Efficient, Influential, Undeterred, Compassionate) to our creative direction, we’ll succeed in defining and supporting the UNICEF brand .
25 UNICEF NEXT GENERATION Brand Book 2015 NOTE We are always looking for new evocative and effective photographs . Please share any UNICEF or Our Photography Guidelines U . S . Fund accredited photos you might come across n With the exception of photos used as illustration and some news with colleagues photography, all photos should include a caption that tells the reader in marketing and communications the name of the child,* location and what he or she is doing in the (#design@unicefusa . org) . photograph . Rewrite the caption information supplied with the photograph to match the style of the rest of your communication . n This is dummy text for a Photos should convey the dignity and personality of those portrayed photo caption. The text can be black or knock out of in them . Avoid using photographs that show women and children photo to white. Captions as hopeless or as passive victims . The images we use convey a should not be too long. spirit of respect and optimism that reflects our core vision, mission and values . n Be true to the context of the photograph . Do not manipulate, remove, add or alter subjects . Care should be taken when cropping images . Retouching and flopping images is not permitted . n UNICEF photos are reserved for the exclusive use of UNICEF staff and partners . They are not to be used for commercial purposes . n For internal and external distribution, use a release form and include copyright, photo credit and information on restrictions .
*With the exception of children who are victims of exploitation and abuse or are living with HIV . In these cases, UNICEF protects the identity of the child by changing the name and by not revealing the face in photographs . © UNICEF/NYHQ2010-0336/NOORANI
26 UNICEF NEXT GENERATION Brand Book 2015 Our Photography Guidelines Sometimes there are subtle differences between a proper “UNICEF” image and an improper image . All the elements of lighting, styling, and location can be correct, but if the interaction between people or realness is missing it can result in an off-brand photo . The following demonstrate more subtle examples of what to avoid .
n Too busy . Hard to see overall message . n Too blurry . Keep subjects in focus . n Composition is overly complex and lacks an emotional connection . n Overly sterile . Lacking realness and warmth . n Do not show other organizations . n Do not show what we do not support (smoking, abuse, etc .) n Never use black bands or pixelation of faces to protect identities . n Environment too dark and moody .
27 UNICEF NEXT GENERATION Brand Book 2015 Our Photography Cropping Images The way an image is cropped can create impact, tell a different story than the full frame image, and allow for flexibility in size and shape of image box or media . Below are examples of the same image, cropped in a variety of ways, to reflect a variety of sizes while telling the same story .
Image shown at full frame, no crop .
28 UNICEF NEXT GENERATION Brand Book 2015 Our Photography Photo Credits UNICEF images should be credited no matter what the publication format . DO NOT run text Do not style credit Follow example guidelines below . reading down photo . with colored text .
FORMAT FOR PHOTO CREDITS UNICEF/NYHQ0000-0000/CREDIT © UNICEF HQ photos: © UNICEF/HQXX-XXXX/LastName UNICEF Field Office photos:© UNICEF/Country/RefNumber/LastName UNICEF Field Office photos, if neither reference or photographer is known: © UNICEF/Country/Year U .S . Fund photos: © U .S . Fund for UNICEF/Year/LastName UNICEF photos, if no information is known: © UNICEF
TYPE SPEC FOR PHOTO CREDITS © UNICEF/NYHQ0000-0000/CREDIT Credits should be set in Univers Roman, 5 .5 pt, all caps, flush right . No tracking on text . Preferred color of text is USF dark gray . Black and white text can be used as well, as needed . DO NOT position credit too far away or close to photo . Keep to 4 point distance . Credits can also be listed at the end of a publication, in paragraph form, as follows: PHOTO CREDITS: Front Cover, clockwise from top left: ©UNICEF/BANA2014-00626/Mawa; ©UNICEF/NYHQ2014-0854/Khuzaie; ©UNICEF/UNI163823/ Pirozzi; Page 2–3: ©UNICEF/UGDA2013-00462/Nakibuuk Page 4: ©UNICEF/BANA2014-00476/Mawa; Page 6: ©UNICEF/ETHA2014-00246/Ose; Page 10: ©UNICEF/NYHQ2012-1412/Sokol; Page 14–15: ©UNICEF/NYHQ2014-1104/Khuzaie; Back Cover: ©UNICEF/UKLA2014-1681/Matas © UNICEF/NYHQ0000-0000/CREDIT © UNICEF/NYHQ0000-0000/CREDIT
DO NOT style credit DO NOT style credit in any other font but in too small or large a Univers (or Arial) . font size . See spec . © UNICEF/NYHQ2013-0269/DICKO © UNICEF/BANA2014-00314/HAQUE © UNICEF/UKLA2013-02380/LOVELL Preferred method When image bleeds all sides Alternate method, Text reading up, at right Text reading up, at right of photo . as necessary of photo . Baseline of text Text is 4 points inside right and Text below photo, aligning to 4 points from photo, aligning bottom of photo . right edge and 4 points from to bottom of photo . bottom of photo . © UNICEF/NYHQ0000-0000/CREDIT © UNICEF/NYHQ0000-0000/CREDIT
29 UNICEF NEXT GENERATION Brand Book 2015 Our Photography Resources The NextGen team has access to a wide variety of USF and UNICEF photos, which include NextGen-specific photos . Unless otherwise noted, we have releases on all of these photographs and we own them . If you are in need of imagery, please send your request directly to [email protected].
30 UNICEF NEXT GENERATION Brand Book 2015 DESIGN ELEMENTS Design Elements Design can mean the difference between whether your communication gets read or discarded . We strive to make every piece special and hope that there is a standard of quality tying each piece together . To that end, we utilize similar design elements which help give our collateral its look and feel . All of these art elements can be found in the NextGen Brand Book zip file .
Dashed Rule Rules can be used to separate elements and act to help elements stand out . Rules can run either vertically or horizontally . Spec for Rule: .75 pt . USF GRAY-MED, dashed (3 and 2) rule
Diagonal Hatch Marks Another dividing element, these can be employed as headers, dividing vertically or horizontally .
Type elements Social Media Box Large pull quotes can be used to drmatically illustrate a point . The below graphic element can be used to help spread the word via social media . Your own Sample of large text for text can be used, or you can use this graphic . Please include appropriate social media icons display use sparingly with your message .
32 UNICEF NEXT GENERATION Brand Book 2015 Design Elements Design can mean the difference between whether your communication gets read or discarded . We strive to make every piece special and hope that there is a standard of quality tying each piece together . To that end, we utilize similar design elements which help give our collateral its look and feel . All of these art elements can be found in the NextGen Brand Book zip file.
Teardrop Notched Panel The teardrop element can be used as a graphic This notched background element or to be used as a headline, quote, factoid element can be used to make a or slug to illustrate or emphasize a point . side element stand out or help differentiate content within a page .
Sign the Pledge
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33 UNICEF NEXT GENERATION Brand Book 2015 USF Icons USF Icons These icons symbolize the various programmatic areas UNICEF work The artwork on this page is a sampling of the iconic art available to in and illustrate a variety of other represent various needs and issues covered by UNICEF . aspects UNICEF cover .
¼ These icons are all found on 11 ⁄⁄88
11 ⁄⁄88 GRIDGRID SYSTEMSYSTEM FindIt. If unique versions of these ¼ GRID SYSTEM NOTE:NOTE: thickerthicker strokestroke BASIC FFAMILYAMILY WAWATERTER KITS WAWATERTER PUMP MOTHER AND CHILD MISC. OPV All of these artforfor smallersmallerelements iconiconiconsss can be found in the NextGen Brand Book icons are needed, you need an icon that suits your needs, zip file. or if you are having trouble with file type on FindIt, please email [email protected] for further assistance . DONADONATIONSTIONS NOTEBOOK VOLUNTEER UNICEF TRUCK COMPUTER/LAPTOP
AMBULANCE SCHOOL IN A BOX FIRST AID KITS COACOATSTS ANTI-MALARIAL BED NETS
EMERGENCY TENT NOTEBOOKS & PENCILS MILK & COOKIES TETTETANUSANUS IMMUNIZAIMMUNIZATIONTION KIDS IN NEED OF DESKS
CLOCK/TIME GLASS/WGLASS/WATERATER SMARTPHONE HEARHEARTT BOBOTTLEDTTLED WAWATERTER
FIRST AIAIDD IDEASIDEAS TOYS FOR KIDS ICONICON INTERNEINTERNET/WIFIINTERNET/WIFI
BLANK HEXAHEXAGONGON / NO STROKE BLANK HEXAHEXAGONGON / WITH STROKE SCHOOL KITS MOTHER AND CHILD TECH/IT
34 UNICEF NEXT GENERATION Brand Book 2015 PRESENTATIONS Presentations Guidelines Following are some guidelines on how to use the elements of the USF brand to create presentations in Microsoft PowerPoint . All presentations should begin with the USF Powerpoint template that is included in the NextGen Brand Book zip file . Please discard any template acquired before October 15, 2015 and use most recent template, shown in this visual reference. n Use only the fonts Arial and Georgia in bold and regular weights . (Please use minimal use of Georgia — serif font . Arial should be used in all charts and graphics .) n Charts and diagrams should be simple, clear and uncomplicated . Three-dimensional effects and animation should be avoided wherever possible . The complete main color palette can be used; however, keep the number of colors appearing on any one slide to a minimum . n The use of photography to enhance or complement a message is encouraged . However, photo imagery should be kept to a minimum and used to communicate, not decorate . n Remember that key points can be type-only slides or type and image slides . Pacing is important, so after a text-heavy section, a slide of color background with one sentence or an image slide with one sentence can be used to create a moment of rest . It is important that the text be kept simple and to a minimum .
36 UNICEF NEXT GENERATION Brand Book 2015 Presentations Template Pages Following are some sample pages from the USF PowerPoint template . These pages should be used as a starting point for all presentations . The USF color palette and typography in PowerPoint template should be followed .
USF_TITLEPAGE USF_SECTIONBREAK USF_TEXTSERIF_A
Related imagery will assist in making your opening slide Clearly defined section breaks help make transitions to Most pages in a presentation will follow the basic text appealing for your audience as they wait for presentation new sections easy to spot and act as good break point only or text/image master template . Be sure to keep text to begin . slides . minimal so font size remains large (and readable) and points are spread across a series of slides, rather than crammed in one slide . Brief text will hold viewer’s interest .
USF_FACTOID USF_TEXTSANS_A USF_TEXTSANS_A
Factoids with (or without) related imagery will help act as Tables help to break down information into absorbable Pie chart data can be brought in from programs such as discussion point slides and allow related facts of interest bits of data . It is important to keep this data legible for Excel and quickly presented in a clear, easy-to-read USF to be highlighted in presentation, adding interest . audience, so remember not to overwhelm wiht too style . much information on a page .
37 UNICEF NEXT GENERATION Brand Book 2015 SOCIAL MEDIA Social Media Guidelines Following are some guidelines to help raise awareness of NextGen’s work on social media channels . More specific toolkits for individual campaigns are available by emailing [email protected].
HASHTAG POST & PHOTO IDEAS #childrenfirst n Tell your followers about NextGen’s latest fundraising project n UNICEF USA TWITTER ACCOUNT Take a #UNICelfie in your UNICEF T-shirt http://www .twitter .com/ n Key facts from NextGen presentations UNICEFNextGen n Insightful quotes or news coverage about child survival issues
UNICEF USA FACEBOOK PAGE SAMPLE MESSAGING — TWITTER http://www .facebook .com/ n Proud to put #childrenfirst! Follow@UNICEFNextGen to learn how we can help unicefnextgen save even more lives!
UNICEF USA INSTAGRAM ACCOUNT http://instagram .com/ n 8 Photos, 8 Things You Never Knew — About How UNICEF Saves Lives: unicefnextgen/ http://bit .ly/1NXv92Z via @UNICEFNextGen #childrenfirst
n Get involved with @UNICEFNextGen! Become a member, start a fundraiser, join an upcoming event and put #childrenfirst:http://bit ly/1Q3kXWW.
TIP: You can always retweet @UNICEFUSA content
SAMPLE MESSAGING — FACEBOOK So proud to support @UNICEF’s Next Generation and put #childrenfirst! Here are a few things you may not have known about how UNICEF saves children’s lives around the world: http://bit .ly/1P1n78p
39 UNICEF NEXT GENERATION Brand Book 2015 Social Media Facebook, Twitter & Instagram For our regular posts across all social media we like to use engaging photos of children and our workers . For the majority of posts we like to have the images to only have the photo credits on them, while keeping all messaging, links, and hashtags within the text portion of the post .
Facebook Twitter Instagram
Social Icons to Use
40 UNICEF NEXT GENERATION Brand Book 2015 Social Media Shareables for Campaigns & Emergencies For our unique posts (usually around our campaigns) we will often apply a graphic or typographic treatments in conjunction with photos so as to distinguish them form our regular posts, and to unify them under the campaign they are supporting .
41 UNICEF NEXT GENERATION Brand Book 2015