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 nHigh contrast backgrounds optimize legibility to ensure recognition . nAvoid placing the logo on complicated imagery . nWhen 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 . nLogos shown here at 100% (preferred size for use) . nAll eps and png logos are CMYK (for print) and all jpeg logos are RGB (for digital) . nJpeg logos should never be enlarged . Eps logos can be sized up or down . nEps 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 . nPng 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,