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2021 Brand Guidelines

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2021 Brand Guidelines Brand Guidelines Table of contents Preface 1 Purpose 2 Pillars The 1% for the Planet® Brand Guidelines contain important information that 3 Language illustrates how to use the various components of our brand. In the pages that 6 Marks follow, you’ll find directions on everything from mark usage to typography and tone. 9 Name Whether you’re a business member or individual member, nonprofit partner, 10 Logos donor, or media partner, one of the easiest ways to communicate your commitment to the planet is by harnessing the power of the 1% for the Planet 19 Color logo. While we created these guidelines for the general public and our valued stakeholders, access to our brand and logos is one of the biggest benefits 23 Typography of being a part of our network. We encourage our members and nonprofit partners to visit our online portal to download logos and leverage other 27 Look comprehensive resources ranging from customizable creative and campaign assets to press release templates and more. 29 Community Thank you for adhering to our guidelines and growing our brand. VISION All together for our planet. Brand pillars WE’RE IMPACTFUL. WE’RE MOBILIZING. PROMISE We are a solutions-focused organization We are a catalyst for collective action. The opposite of greenwashing. that works to drive timely and effective We connect individuals, businesses and environmental impact. Our impact to date nonprofits to accelerate environmental and expertise in environmental philanthropy philanthropy. The 1% for the Planet network Our purpose is what makes the call to join 1% for the creates a sense of urgency and aspiration— MISSION Planet so compelling. because giving back is no longer optional, it’s essential for our future. We inspire commitment and action so that We connect dollars and our planet and future generations thrive. doers to accelerate smart environmental giving. WE’RE CREDIBLE. WE’RE GLOBAL. We are a leader in certification. Our logo We are a global organization—from the represents transparency as we hold our breadth of our network to our expansive CORE VALUES members accountable in their commitment impact. We work to deepen accessibility Unleash passion every day. to environmental philanthropy. Our impact to ensure our planet and all people thrive. Grow stronger together. to date, stories of partnership and our global Our global network is the collective Celebrate commitment. community demonstrate our integrity. As our response to the reality that, although Think big, act now. network grows, so does our credibility. disproportionately, the environmental crisis affects us all. We’re big picture. 1 2 Our language Our language We created these basic language guidelines to help create consistency when discussing 1% for the Planet. You can leverage the following brand language and talking points in communications about To access comprehensive tools and resources for members and nonprofit partners, visit our portal. 1% for the Planet. TALKING POINTS About 1% for the Planet • 1% for the Planet connects dollars and doers to accelerate smart (BOILERPLATE LANGUAGE AND FOR USE IN PRESS RELEASES) TONE environmental giving. 1% for the Planet is a global organization that exists to ensure our planet and future generations thrive. We • 1% for the Planet works to prevent greenwashing, certify reputable inspire businesses and individuals to support environmental nonprofits through membership and everyday giving and provide accountability for environmental giving. EMPOWERING actions. We make environmental giving easy and effective through partnership advising, impact storytelling • Why 1% of annual sales? For businesses of any size, 1% of sales—not WELCOMING and third-party certification. profits—is a real and substantial commitment. You can always give URGENT Started in 2002 by Yvon Chouinard, founder of Patagonia, and Craig Mathews, founder of Blue Ribbon Flies, more but you should never give less than 1%. our business members and individual members have given hundreds of millions of dollars to our approved • Currently, only 3% of philanthropic giving goes to the environment. Our PLAINSPOKEN nonprofit partners to date. Today, 1% for the Planet’s global network consists of thousands of businesses, planet needs more support and the 1% for the Planet network is on a ACCESSIBLE individuals and environmental nonprofits working toward a better future for all. mission to change that. MOBILIZING Look for our logo to purchase for the planet, learn more and join at onepercentfortheplanet.org. • The 1% for the Planet® membership model drives critical philanthropic support to address the most urgent environmental issues of our time. 3 4 Our language Our marks REGISTERED MARKS TALKING POINTS • Becoming a 1% for the Planet® member is an investment in ethical KEY TERMS 1% for the Planet owns and uses several trademarks, service WORD MARKS business and the future of our planet. marks and logos, which represent valued intellectual property rights owned by 1% for the Planet. Our marks, • 1% for the Planet provides personalized giving strategies and 1% for the Planet® whether registered or unregistered, must be used in forges powerful partnerships between businesses, individuals and NETWORK accordance with these Brand Guidelines. environmental nonprofits to ensure the most impact possible. business member LOGO MARKS Any use of our marks must be truthful, fair and not • Business members and individual members give directly to individual member misleading. Unless a specific license has been granted by environmental causes meaning there’s no middleman between us, our name or marks may not be used in a manner members and their nonprofit partner(s). nonprofit partner that suggests or implies 1% for the Planet’s endorsement or • The 1% for the Planet® logo is on millions of products and services donor approval of any person, product, service, or activity. worldwide, featured widely and is growing in awareness every day. In media partner For stakeholders only: Your agreement includes a license to short: this globally recognized, trusted platform gives your giving even use our marks for authorized purposes and you should more power. SERVICES refer to your agreement for additional details on those • 1% for the Planet® Nonprofit Partners work on a diverse range of partnership advising permissible uses. environmental problems, ensuring a multifaceted approach to impact storytelling our planet’s most pressing issues. With over 4,000 environmental organizations operating in more than 90 countries—the 1% for the third-party certification Planet nonprofit network likely supports your local community, too. 5 6 UNREGISTERED MARKS WORD MARKS LOGO MARKS Mark usage Always use our marks in text as adjectives, to Don’t Use: 1% for the Planet® is a program 1% for the Planet Business Member modify the goods or services to which they that encourages environmental philanthropy. refer. (See examples at right.) Never use our 1% for the Planet Individual Member marks as nouns or possessives. Use: The 1% for the Planet program encourages environmental philanthropy. 1% for the Planet Nonprofit Partner Use appropriate markings: Our marks should be used with the proper trademark symbol Don’t Use: 1% for the Planet’s® best feature 1% for the Planet Media Partner (® or SM as applicable) where possible. is its coordination with vetted environmental Show the trademark symbol in superscript organizations. 1% for the Planet Donor format, but if this is not possible, then use parentheses ((R) or (SM) as applicable). Use: The best feature of the 1% for the ® should only be used when the mark is Planet® program is its coordination with registered. SM may be used for all marks that vetted environmental organizations. are not registered. The appropriate symbol should be used, where possible and practical, with the most prominent use and again in the first Note: 1% for the Planet is not only a mark used to identify our services, it is also the name of our occurrence in text. Symbols need not be organization. When used as the name of our used with each subsequent appearance. organization, there is no need to include any type of If the first ‘in text’ instance proceeds a trademark or service mark symbol after 1% for the registered logo mark, then you do not need Planet. (For example, “1% for the Planet announces a new global initiative.”) However, when used as a mark to include the ® in this first use of the or brand name for our services, please follow the word mark. above guidelines. 7 8 USE: VERTICAL 1% for the Planet Our name DO NOT USE*: We are 1% for the Planet. 1% For The Planet Primary logos Here are a few things to remember when One Percent For The Planet using our name: The 1% for the Planet logo is comprised of 1% for the Planet should never be shortened One Percent for the Planet two elements: the “globe” logo icon and to 1%FTP or abbreviated in any way and the word mark. The proportions of these should reflect the proper capitalization: 1%fortheplanet elements may not be altered in any way. 1% for the Planet. 1% For The planet The ‘1% for the Planet’ word mark may not be We use onepercentfortheplanet.org when altered or translated into any other language. referring to the website itself; it is not the HORIZONTAL 1% for the planet Please use provided art files only. organization’s name. It should never appear with a “www.” preceding it. Unless you are To download, visit our online portal. 1%FTP writing the URL, please write 1% for the (1% network only) Planet, not One Percent for the Planet. 1 Percent for the Planet Examples of common mistakes, but not inclusive of all potential mistakes. 9 10 Size & space Common Don’t add shadows, strokes, Don’t rotate or flip. mistakes or other effects. In order to maintain a strong, consistent and successful brand, we ask that our logo be kept in the original state in which it was designed.
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