The U.S. Fund for UNICEF Communications Style Guide Table of Contents

1.0 The U.S. Fund for UNICEF 1.1 Our Mission 1.2 Our Brand Position 2.0 Our Goals 3.0 The UNICEF Story 4.0 Logo Versions 4.1 Logo Size 4.2 Logo Clear Space 4.3 Incorrect Logo Usage 4.4 Pairing the Logo 4.5 Logo on Backgrounds 5.0 Primary Color 5.1 Secondary Colors 6.0 Primary Font 6.1 Secondary Font 7.0 Imagery 8.0 Print Samples 9.0 Merchandise 10.0 Believe In Zero Brand Guidelines 10.1 Logo 10.2 The U.S. Fund for UNICEF Logo 10.3 Logo with Modifier 10.4 Logo Type – Horizontal & Stacked 10.5 Logo Type – Vertical 10.6 Modifier Examples 10.7 Color 10.8 Dark Background 10.9 Cyan Background 10.10 Type 1.0 The U.S. Fund for UNICEF The United Nations Children’s Fund (UNICEF) works in 190 countries and territories to save and improve children’s lives — providing health care and immunizations, clean water and sanitation, nutrition, education, emergency relief, and more. The U.S. Fund for UNICEF supports UNICEF’s work through fundraising, advocacy, and education in the United States. Together, we are working toward the day when every child has a safe and healthy childhood.

1.1 Our Mission The U.S. Fund for UNICEF fights for the survival and development of the world’s most vulnerable children and protects their basic human rights.

1.2 Our Brand Position Relentlessly fighting for the survival and development of every child.

2.0 Our Goals

The three core strategies to communicate our mission and vision are as follows:

1. Transcend facts, figures, and statistics and make an emotional connection by addressing donors’ values, needs, wants, and concerns.

2. Clearly show what sets UNICEF apart from its competitors.

3. Speak with consistency. The following pages in this guide are designed to help you do just that.

3.0 The UNICEF Story UNICEF fights for the survival and development of all children, in all situations, all of the time. UNICEF believes in a world where there are ZERO starving children; ZERO exploited children; ZERO children denied an education and ZERO children deprived clean water. This relentless conviction has propelled UNICEF to help save more children’s lives than any humanitarian organization in the world. 4.0 Logo Versions

The U.S. Fund for UNICEF logo is used for all communications for the U.S. Fund for UNICEF. It is important that you use this exact version and that it is not obscured by other elements.

The logo can be reproduced in cyan and black, and in positive and negative versions.

When writing the U.S. Fund for UNICEF in text, you should write it as it appears in this sentence. 4.1 Logo Size and Scaling

The preferred size for reproducing the U.S. Fund for UNICEF logo in printed materials is 1.5” wide.

The U.S. Fund for UNICEF EPS logo files may be scaled to any size necessary for the applica- tion, as long as the minimum size requirements are met.

Minimum size refers to the small- Preferred Size Minimum Size est allowable logo size. The logo is available in one size that can be scaled down to a minimum size of 1” wide. Always maintain the logo’s aspect ratio when scaling. 1.5” 1” The minimum size for using the U.S. Fund for UNICEF logo in elec- tronic media such as web sites or presentations is 600 pixels wide.

4.2 Logo Clear Space

Always surround the U.S. Fund for UNICEF logo with the amount of clear space shown to ensure that the logo is easily identifiable as well as visible and legible wher- ever it appears.

Clear space is the minimum “breathing room” maintained CLEAR SPACE around our logo. It also defines the minimum distance between CLEAR SPACE the logo and the edge of a print- ed piece. The clear space around our logo is defined by the height CLEAR SPACE of the “u” in the name UNICEF. Do not position any text, graphic elements, or other visual marks CLEAR SPACE inside the recommended clear space.

The clear space is equal to approximately .433” square. 4.3 Incorrect Logo Usage

To preserve the integrity of our brand, our logo must have consis- tency in its appearance. Ensure that our logo is clearly recogniz- able by using it properly, and do not alter it under any circumstanc- es. Consider the logo version and the background it is placed on to provide the best legibility. The examples shown here illustrate various uses to avoid.

DO NOT distort DO NOT change the color

DO NOT tint DO NOT crop

DO NOT frame DO NOT take apart or pattern

New York Office

DO NOT alter/add typography DO NOT rotate 4.4 Pairing the Logo

Our brand is an important as- set and logo size and placement should be a key consideration when negotiating co-branding agreements. Co-branded logos should be visually balanced and communicate the joint nature of the project or product.

When pairing the logo with anoth- er brand’s logo or wordmark the U.S. Fund for UNICEF logo should always: 1. appear first. 2. appear equal in size. 3. be separated by a .5 inch black rule. 4. have the proper amount of clear space applied.

Please see the examples. 4.5 Logo on Backgrounds

Place the logo on backgrounds that provide good contrast and legibility to ensure that it is clearly recognizable.

Avoid placing the logo on compli- cated imagery or on backgrounds that are too light or dark.

Keep the logo versions in mind (section 4.0) and use your best judgement to select the most appropriate choice for the back- ground to which it is being ap- plied.

Please see the examples for improper and proper usage.

IMPROPER USAGE IMPROPER USAGE

PROPER USAGE PROPER USAGE 4.5 Logo on Collateral

In some instances, the U.S. Fund for UNICEF logo will be too large for use on collateral or miscella- neous items. In those instances, the UNICEF logo should be used instead.

To determine which logo is appro- priate, please keep the minimum size and clear space requirements in mind (sections 4.1 and 4.2). If, and only if, the item that you are trying to place the U.S. Fund for UNICEF logo on is too small for the logo to be legible and meet the minimum size requirements, the UNICEF logo can be used in its place.

*Please note that there are also certain partnerships that the U.S. Fund for UNICEF engages in where the UNICEF logo is the preferred logo of choice.

Please direct all merchandise and collateral inquiries and or- ders through the U.S. Fund for UNICEF’s marketing department.

Please see the examples. 5.0 Primary Color

The primary color for the U.S.

Fund for UNICEF is cyan. It should Pantone: Process Cyan be used in all of our communica- CMYK: C=100 M=0 Y=0 K=0 tions and serves as our link to the sRGB: R=0 G=159 B=223 United Nations. Cyan is a pure, HTML: 009FDF bold, and optimistic color that is immediately recognizeable, highly visible, and universally available.

Cyan can be used in conjunction Use tints color Accompanied by with the secondary color palette for variation grey and white (see section 5.1) as well as black and white.

Cyan serves as an important part of the U.S. Fund for UNICEF’s identity and should always take Black precedence as the primary color. Cyan 80% tint CMYK: C=75 M=68 Y=67 K=90 *The colors represented in this guide sRGB: R=0 G=0 B=0 have not been evaluated by Pantone, Inc. Web: and may not match the Pantone system Pantone: 576 C exactly. Consult a Pantone Color Formula CMYK: C=40 M=5 Y=94 K=24 Guide for reference. RGB: R=120 G=157 B=74 HTML:789D4A Cyan 60% tint

Pantone: Cool Gray 9 CMYK: C=0 M=0 Y=0 K=50 sRGB: R=147 G=149 B=152 Web: 939598

Cyan 40% tint

Cyan 20% tint these colors are secondary colors that can be used in conjunction with cyan...

Pantone: 7691C CMYK: C=100 M=43 Y=0 K=30 sRGB: R=0 G=98 B=152 HTML: 006298 Pantone: 667 C CMYK: C=56 M=59 Y=4 K=14 Pantone: 7420 C RGB: R=124 G=105 B=146 CMYK: C=13 M=100 Y=54 K=30 HTML: 7C6992 RGB: R=155 G=34 B=66 HTML: 9B2242

Pantone: 485 C Pantone: 576 C CMYK: C=0 M=95 Y=100 K=0 CMYK: C=54 M=5 Y=94 K=24 RGB: R=218 G=41 B=28 RGB: R=120 G=157 B=74 HTML: DA291C HTML:789D4A

Pantone: 158 C CMYK: C=0 M=62 Y=95 K=0 Pantone: 382 C RGB: R=232 G=119 B=34 CMYK: C=28 M=0 Y=100 K=0 HTML: E87722 RGB: R=196 G=214 B=0 HTML: C4D600 Pantone: 109 C CMYK: C=0 M=9 Y=100 K=0 sRGB: R=255 G=209 B=0 HTML: FFD100

Black and Gray Background Tints

Black Pantone: Cool Gray 9 Pantone: Process Cyan 10% Pantone: 607 C CMYK: C=75 M=68 Y=67 K=90 CMYK: C=0 M=0 Y=0 K=50 CMYK: C=100 M=0 Y=0 K=0 CMYK: C=3 M=0 Y=34 K=0 sRGB: R=0 G=0 B=0 sRGB: R=147 G=149 B=152 sRGB: R=0 G=159 B=223 sRGB: R=235 G=228 B=154 Web: 000000 Web: 939598 HTML: 009FDF HTML: EBE49A 5.1 Secondary Colors

The secondary colors can help to convery different meanings both alone and when combined.

Relentlessness

Empathy Compassion

Need Reach

Leadership Giving

Optimism 5.1 Secondary Colors

The secondary colors can help to convery different meanings both alone and when combined.

Emergency, Holiday Alert

Leader Serious, Sophisticated 5.1 Secondary Colors

Our colors and photography. 5.1 Secondary Colors

Our colors and photography. 6.0 Primary Font

The U.S. Fund for UNICEF’s pri- mary typeface is Univers. Sans serif, clean, modern, readable, iconic; Univers is uniquely suited for a wide range of visual commu- nications. Multiple levels of typo- graphic hierarchy are defined both for impact and clarity of our com- munications.

Univers should be used for all UNIVERS 75 BLACK U.S. Fund for UNICEF printed ABCDEFGHIJKLMNOPQRSTUVWXYZ communications where possible. abcdefghijklmnopqrstuvwxyz The Arial typeface should be used in cases where Univers is not 0123456789,;:!?”&/* available. UNIVERS 65 BOLD For web-based, online, and elec- ABCDEFGHIJKLMNOPQRSTUVWXYZ tronic applications, use Univers in abcdefghijklmnopqrstuvwxyz rendered form. If rendered form is 0123456789,;:!?”&/* unavailable, the Verdana typeface should be used for all HTML text, including body text, headers, cap- UNIVERS 55 ROMAN tions, and links. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz By controlling the type styles 0123456789,;:!?”&/* and alignment used, we further strengthen the visual distinc- tiveness of the U.S. Fund for UNIVERS 55 ROMAN OBLIQUE UNICEF. The type alignment for all ABCDEFGHIJKLMNOPQRSTUVWXYZ our communication is flush left or abcdefghijklmnopqrstuvwxyz full justified. 0123456789,;:!?”&/*

*Typography is an important ele- UNIVERS 45 LIGHT ment of our brand. Consistent use of typography helps create a dis- ABCDEFGHIJKLMNOPQRSTUVWXYZ tinct visual identity. It is important abcdefghijklmnopqrstuvwxyz to follow the guidelines illustrated 0123456789,;:!?”&/* here for use throughout the orga- nization in all methods of commu- UNIVERS 45 LIGHT OBLIQUE nication. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

UNIVERS 47 LIGHT CONDENSED ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/* 6.1 Secondary Font

The U.S. Fund for UNICEF’s sec- ondary typeface is Sentinel. Slab serif, classic, legible, antique, tra- ditional; Sentinel offers a more decorative alternative to the pri- mary typeface.

Sentinel should always be used as a secondary typeface and in conjunction with the Univers typeface. SENTINEL BLACK ABCDEFGHIJKLMNOPQRSTUVWXYZ Sentinel was chosen as an alter- native font for higher-end com- abcdefghijklmnopqrstuvwxyz munications and materials such 0123456789,;:!?”&/* as invitations to special events, announcements, and collateral for SENTINEL BOLD distinct audiences. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

SENTINEL MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

SENTINEL BOOK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

SENTINEL BOOK ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

SENTINEL LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

SENTINEL LIGHT ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/* 5.0 Photography

Photography is an important vi- sual element to all U.S. Fund for UNICEF communications. Proper photo selection helps to convey a clear and concise message to viewers and works toward solidi- fying our look and feel and rein- forcing our brand.

Our photography should repre- sent children that the U.S. Fund for UNICEF works to protect. Chil- dren should be shown in a way that reflects the reality of their world, and all photographs should convey the dignity and personality of the people portrayed.

Photographs should work to rein- force the message that is being conveyed and should be chosen to best represent UNICEF and the work that is being done to save children’s lives.

A wide selection of photographs can be found in the Best Of Photo Album. The Best Of Photo Album was produced by Creative Ser- vices and distributed (one per de- partment) in the New York City of- fice. If you have questions about the Best Of Photo Album or need a replacement CD, please con- tact Creative Services at 212-922- 2632.

For more information on pho- to guidelines, visit the UNICEF Intranet at: http://www.intranet.unicef.org/ photoguidelines/index.html.

10.0 Believe In ZERO

Brand guidelines and intro...

10.1 Logo A The tagline for the U.S. Fund for BELIEVE IN ZERO UNICEF is “Believe in Zero”. The tagline can be combined with modifiers that illustrate the different goals of the organization.

The Believe In Zero logo (A) is divided into two main parts, “Believe In” and “Zero”. These two elements work together while being visually distinguishable from each other. This logo may be used on its own, or with the U.S. Fund for UNICEF logo. For stickers and B buttons, an alternate logo may be used as well as a stand alone BELIEVE IN element (B). ZERO 10.2 The U.S. Fund for UNICEF Logo

The Believe in Zero logo can sit to the right (A) or left (B) of the U.S. Fund for UNICEF logo when used together. A grey rule is used to separate the two logos.

In extreme vertical layouts, the Believe In Zero logo should sit centered (C) above the U.S. A Fund for UNICEF logo, with a grey rule seperating the two. BELIEVE IN ZERO

B BELIEVE IN ZERO

C BELIEVE IN BELIEVE IN ZERO ZERO PREVENTABLE CHILD DEATHS 10.3 Logo with Modifier

The horizontal version (A) should be used whenever possible. If the modifier is three words or more and space is limited, the stacked version (B) may be used. In extremely vertical layouts the alternate vertical logo (C) should be used to allow for maximum type size. A In all instances of the logo, the BELIEVE IN ZERO modifier must left-align directly under the word “Zero”. STARVING CHILDREN

B BELIEVE IN ZERO PREVENTABLE CHILD DEATHS

C BELIEVE IN BELIEVE IN ZERO ZERO PREVENTABLE CHILD DEATHS 10.4 Logo Type – Horizontal & Stacked

The type size for the horizontal and stacked versions of the logo should be equal across the board. The modifier is left- aligned directly under “Zero”.

x

x

10.5 Logo Type – Vertical

The type size of “Believe In” and “Zero” is equal. The size of the modifier type is smaller to allow for longer words in smaller spaces. “Zero” is 1.5 times larger than the modifier type, and all type is left-aligned.

1.5x

x 10.6 Modifier Examples

The Believe In Zero logo can be modified to represent different messaging. The structure creates unity across the overall campaign and reinforces the idea to “Believe In Zero”.

BELIEVE IN ZERO EXPLOITED CHILDREN

BELIEVE IN ZERO PREVENTABLE CHILD DEATHS

BELIEVE IN ZERO CHILDREN DENIED AN EDUCATION 10.7 Color

The two colors used in the logo are grey and cyan. Cyan ties into the UNICEF master brand guidelines, and grey allows for contrast. White is used when working on dark backgrounds. Dark grey is used instead of grey when working on a cyan background.

Pantone: Process Cyan CMYK: C=100 M=0 Y=0 K=0 sRGB: R=0 G=174 B=239 Web: 00AEEF Video Direct RGB: R=? G=? B=?

Pantone: Cool Grey 9 CMYK: C=0 M=0 Y=0 K=50 sRGB: R=147 G=149B=152 Web: 939598 Video Direct RGB: R=? G=? B=?

Pantone: Cool Grey 11 CMYK: C=0 M=0 Y=0 K=65 sRGB: R=113 G=112 B=115 Web: 717174 Video Direct RGB: R=? G=? B=?

White 10.8 Dark Background

White is the primary color used on dark backgrounds. “Zero” and the modifier remain in cyan.

BELIEVE IN ZERO

BELIEVE IN ZERO STARVING CHILDREN

10.9 Cyan Background

Cyan and some shades of blue may cancel out the logo, so an alternate version may be used. The U.S. Fund for UNICEF logo remains in white, while “Believe in” is set in dark grey. “Zero” and the modifier should be set in white.

BELIEVE IN ZERO

BELIEVE IN ZERO STARVING CHILDREN 10.10 Type

The font used for the Believe In Zero branding is Univers 67 Bold Condensed. This is the only font that should be used when creating modifiers to the logo.

Univers 67 Bold Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,;”()=+&