BRAND & STYLE GUIDELINES Contents
About HRDAG...... 03
Logo ...... 08
Color ...... 14
Typeface ...... 16
Imagery ...... 19 Everybody Counts
Who we are?
The Human Rights Data Analysis Group is a non-profit, non-partisan organization that applies rigorous science to the analysis of human rights violations around the world.
We believe truth leads to accountability, and at HRDAG, promoting accountability for human rights violations is our highest purpose. In the wake of mass killings and genocide, deportations and ethnic cleansing, and systematic detention and torture, accountability could mean many things: simply learning what really happened, a criminal trial for perpetrators, or having the worst perpetrators removed from public office.
Because accountability hinges on truth, we work toward discovering the most accurate “truth” possible. To this end, we apply statistical and scientific methods in the analysis of human rights data so that our partners — the human rights advocates and human rights defenders who “speak truth to power” — can build scientifically defensible, evidence-based arguments that will result in outcomes of accountability. We know that our work in data analysis is only one of HOW WE HELP / many human rights approaches to investigating the truth. While our partners engage in an array of human rights activities ranging from remote sensing by satellites to forensic anthropology to the qualitative interpretation of victims’ narratives, our work — data analysis — is one valuable piece in that puzzle.
Through scientific analysis, we provide an accurate knowledge and understanding of the past, and that knowledge can be used by international and local human rights group to effect justice.
NON-PARTISAN / We are non-partisan — we do not take sides in political or military conflicts, nor do we advocate any particular ROLE / political party or government policy. However, we are not neutral: we are always in favor of human rights.
We support the protections established in the Universal Declaration of Human Rights, the International Covenant on Civil and Political Rights, and other international human rights treaties and instruments.
We are a multidisciplinary team with expertise in TEAM / mathematical statistics, computer science, computer science, demography, and social science. The Human Rights Data Analysis Group is composed of a diverse group of board members, full-time staff, and consultants.
4 | MESSAGING ADVOCACY DATA ANALYSIS HUMAN RIGHTS
ROLE / OUR PARTNERS HRDAG Our partners are international and local We use technical and scientific expertise to human rights groups. They advance human analyze the invaluable data that our partners rights by listening to and amplifying the collect . We apply rigorous quantitative voices of victims of human rights violations, reasoning to understand patterns of violence, by shaping the questions we address and and even to make statistical estimates of by guiding the data collection. events that are not in the data.
MESSAGING | 5 PROGRAM AREAS Our work at HRDAG is organized in three areas.
1 RESEARCH & DEVELOPMENT
We invent and extend scientific methods so that we can better understand patterns of mass violence.
2 CREATION OF KNOWLEDGE
We help to establish a scientifically defensible historical record of human rights abuses, including publishing public reports and providing expert testimony in war crimes trials.
3 EDUCATION & OUTREACH
Through speaking engagements, publications, and training graduate students, we help those working in the human rights community to better understand the role and power of statistical data and reasoning.
6 | MESSAGING HOW WE CHOSE PROJECTS While we have no hard-and-fast rules about what projects to take on, we organize our deliberation using five criteria.
1 DOES THE DEBATE HINGE ON A QUESTION OF FACT?
If we were able to establish some key point of statistical fact, would our partners’ advocacy become stronger.
2 WILL WE GET TO INNOVATE?
We are most interested in projects that require small innovations on our existing skill and software base: we neither want to remain static nor to take on projects that involve too much risk.
3 CAN WE COMMIT?
Will there be at least one member of the HRDAG extended team—a staff person, a consultant, or an emeritus—who is willing to make sure the project gets done and then be available for the postpartum work.
4 CAN WE WORK WELL WITH THE POTENTIAL PARTNER? Partners need to be able to provide data, or to help us find it; to explain the historical and political circumstances to us; and to be willing and able to explain the results to their community or use the results in their advocacy.
5 DOES THE PROJECT HAVE FUNDING?
Finally, we ask if the project has funding. Sometimes we raise funds together with our partners.
MESSAGING | 7 Our Logo
Global, Data, Human Rights
Human Rights Data Analysis Group provides a unique service, and one that is complex to describe. To do so visually is even more tricky.
We explored a number of logo designs, yet kept coming back to the original idea and composition for two reasons: (1) it is a direct and literal description of the organization, and (2) it is familiar to all of our internal and external audiences. These latest guidelines present a new logo based on an old idea. We’ve made updates to modernize the HRDAG logo and formalized the layouts, versions. colors and fonts. PRIMARY LOGO
The HRDAG logo maintains the look and feel Mark of the original logo, but has been updated in a The graphic element consists of a globe and a chart, number of ways. in what is a very direct visual description of what HRDAG does, analyze data from around the world. The gradient has been replaced with a more the chart is actually from an early report and has modern flat color fill. The chart line has been symbolic meaning for the organization internally. thinned out and made more sleek. The copy formatting has been changed to make it more Words compact and readable. The colors have also been There are three text elements are used in various adjusted. The green is deeper and the black has combinations in the logo: acronym, full name and been changed to a dark gray. tagline. On this page and the following page, you will see a number of accepaible combinations.
Global, Data, Human Rights
LOGO | 9 This is the primary logo, used in most stand-alone instances since it contains the acronym, full name and tagline.
This is the reverse logo that should be used on top of solid colors or imagery. It can be used with or without the tagline. VARIATIONS
The following varitaions should provide enough flexibility for most uses: vertical, horizontal, black and white, reverse, etc.
Horizontal, acronym only Horizontal, acronym and full name
Vertical, acronym only Vertical, acronym and full name
Vertical, acronym only Vertical, acronym and full name
LOGO | 1 1 MINIMAL SIZE
For this particular logo, the size is particularly important since the full name element can quickly get too small to read. As a general rule, the smallest font should not be any less than 10pt. If a smaller format is needed, use the version with acronym only.
HORIZONTAL VERTICAL
32.5 mm
55 mm
Primary Logo Horizontal, acronym, full name and tagline
12 | LOGO INCORRECT USAGE
With four elements making up this mark, there are a number of variations that would be awkward or hard to read. The best rule of thumb is to stay with one of the options made available, and if you need to alter the native file (.eps), then be sure the logo is respected.
LOGO | 1 3 Color Palette
Show your true colors
Our color palette selection is intended to be both descriptive and functional.
We want each of the colors to stand for something as well as serve a purpose when used in print and digital layouts. While other colors can be used in HRDAG matierials, the templates and themes that we start from rely on this color palette to orient the reader, provide direction and prompt action. PRIMARY COLOURS
Certain colors have gained an emotional meaning based on how they have been used in logos and branding over the years. Part of this is based on their relationships with popular companies, but much of it is based on the characteristics that they carry visually.
Green has associations with growtn, peacfulness and health. It is a nurturing color. Orange carries cheerful friendliness, but also a certain confidence. Gray is a neutral color that brings balance and calm. Together, these colors represent HRDAG and the attitude we bring to the problems we are solving.
BRANDS COLOURS
COLOR | 1 5 Typeface
Data & Humans
Our toneCommoditist et as issus, sitiur mintotatur? Ga. Neque ditatur aut reptium inim reperch iliquam, sapiti a illandi seditat vel modia volut il et vende nusdant ullatiu menihil liant.
Beatem harum si con pra sunto maiorpost magnam ipsusan dellaborest, simporestem fugit, site volum, sum apiduci dolupta tinus, omnis maximperspic. LOGO FONT
In 1968, American Type Founders OCR A Std produced OCR-A, one of the first optical character recognition typefaces to meet the criteria set by HRDAG the U.S. Bureau of Standards. The design is simple so that it can be read ABCDEFGHIJKLM by a machine, but it is slightly more difficult for the human eye to read. NOPQRSTUVWXYZ
As was used in the 2002-2014 logo, abcdefghijklm we have decided on OCR A Std as the nopqrstuvwxyz main logo font. It provides a certain digital and programming feeling, and is pridefully geeky. 0123456789
PRIMARY FONT Open Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ Open Sans is a humanist sans serif typeface designed by Steve Matteson, abcdefghijklmnopqrstuvwxyz Type Director of Ascender Corp. 0123456789 Open Sans was designed with an upright stress, open forms and a neutral, yet friendly appearance. Open Sans Lite It was optimized for print, web, and mobile interfaces, and has ABCDEFGHIJKLMNOPQRSTUVWXYZ excellent legibility characteristics in its abcdefghijklmnopqrstuvwxyz letterforms. 0123456789
Open Sans has been used on all of the visual identity assets except for the website. Open Sans Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
TYPEFACE | 1 7 DIGITAL ALTERNATIVES
Arimo was designed by Steve Arimo Regular Matteson as an innovative, refreshing sans serif design that ABCDEFGHIJKLMNOPQRSTUVWXYZ is metrically compatible with Arial. Arimo offers improved on-screen abcdefghijklmnopqrstuvwxyz readability characteristics and the 0123456789 pan-European WGL character set and solves the needs of developers looking for width-compatible fonts to address document portability across platforms. Arimo Bold
Arimo has been used throughout ABCDEFGHIJKLMNOPQRSTUVWXYZ the website. abcdefghijklmnopqrstuvwxyz 0123456789
18 | TYPEFACE Imagery Examples
Photographs
We are currently working on creating a photo repositoy and will update this document in the near future with more detailed guidelines on photography. 20 | IMAGERY PHOTOGRAPHIC PERSONALITY
Imagery for HRDAG should represent each of the parts of the organization: team, partners, data, speaking engagements, constituants, maps, charts, graphs, etc.
IMAGERY | 2 1 109 Bartlett Street, [email protected] Suite. 204 www.hrdag.org San Francisco, CA 94110