The U.S. Fund for UNICEFCommunications

Style Guide

Table of Contents

1.0 The U.S. Fund for UNICEF1.1 Our Mission1.2 Our Brand Position2.0 Our Goals3.0 The UNICEF Story4.0 Logo Versions4.1 Logo Size4.2 Logo Clear Space4.3 Incorrect Logo Usage4.4 Pairing the Logo4.5 Logo on Backgrounds5.0 Primary Color5.1 Secondary Colors6.0 Primary Font6.1 Secondary Font7.0 Imagery8.0 Print Samples9.0 Merchandise10.0 Believe In Zero Brand Guidelines10.1 Logo10.2 The U.S. Fund for UNICEF Logo10.3 Logo with Modifier10.4 Logo Type – Horizontal & Stacked10.5 Logo Type – Vertical10.6 Modifier Examples10.7 Color10.8 Dark Background10.9 Cyan Background10.10 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-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.

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

The clear space is equal to approximately .433” square.

Preferred Size

1.5”

Minimum Size

1”

CLEAR SPACE

CLEA

R S

PAC

E

CLEAR SPACE

CLE

AR

SPA

CE

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 USAGEPROPER 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 be used in all of our communica-tions and serves as our link to the United Nations. Cyan is a pure, bold, and optimistic color that is immediately recognizeable, highly visible, and universally available.

Cyan can be used in conjunction with the secondary color palette (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 precedence as the primary color.

*The colors represented in this guide have not been evaluated by Pantone, Inc. and may not match the Pantone system exactly. Consult a Pantone Color Formula Guide for reference.

Use tints color for variation

Pantone: Process Cyan

CMYK: C=100 M=0 Y=0 K=0

sRGB: R=0 G=159 B=223

HTML: 009FDF

Cyan 80% tint

Cyan 60% tint

Cyan 40% tint

Cyan 20% tint

Pantone: Cool Gray 9

CMYK: C=0 M=0 Y=0 K=50

sRGB: R=147 G=149 B=152

Web: 939598

Black

CMYK: C=75 M=68 Y=67 K=90

sRGB: R=0 G=0 B=0

Web:

Accompanied by grey and white

Pantone: 576 C

CMYK: C=40 M=5 Y=94 K=24

RGB: R=120 G=157 B=74

HTML:789D4A

these colors are secondary colors that can be used in conjunction with cyan...

Pantone: 158 C

CMYK: C=0 M=62 Y=95 K=0

RGB: R=232 G=119 B=34

HTML: E87722

Pantone: 7420 C

CMYK: C=13 M=100 Y=54 K=30

RGB: R=155 G=34 B=66

HTML: 9B2242

Pantone: 382 C

CMYK: C=28 M=0 Y=100 K=0

RGB: R=196 G=214 B=0

HTML: C4D600

Pantone: 485 C

CMYK: C=0 M=95 Y=100 K=0

RGB: R=218 G=41 B=28

HTML: DA291C

Pantone: 667 C

CMYK: C=56 M=59 Y=4 K=14

RGB: R=124 G=105 B=146

HTML: 7C6992

Pantone: 109 C

CMYK: C=0 M=9 Y=100 K=0

sRGB: R=255 G=209 B=0

HTML: FFD100

Pantone: 7691C

CMYK: C=100 M=43 Y=0 K=30

sRGB: R=0 G=98 B=152

HTML: 006298

Pantone: 576 C

CMYK: C=54 M=5 Y=94 K=24

RGB: R=120 G=157 B=74

HTML:789D4A

Pantone: Cool Gray 9

CMYK: C=0 M=0 Y=0 K=50

sRGB: R=147 G=149 B=152

Web: 939598

Black

CMYK: C=75 M=68 Y=67 K=90

sRGB: R=0 G=0 B=0

Web: 000000

Pantone: Process Cyan 10%

CMYK: C=100 M=0 Y=0 K=0

sRGB: R=0 G=159 B=223

HTML: 009FDF

Pantone: 607 C

CMYK: C=3 M=0 Y=34 K=0

sRGB: R=235 G=228 B=154

HTML: EBE49A

Background TintsBlack and Gray

5.1 Secondary Colors

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

Empathy

Reach

Leadership

Need

Giving

Relentlessness

Optimism

Compassion

Emergency, Alert

Holiday

Leader Serious, Sophisticated

5.1 Secondary Colors

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

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 U.S. Fund for UNICEF printed communications where possible. The Arial typeface should be used in cases where Univers is not available.

For web-based, online, and elec-tronic applications, use Univers in rendered form. If rendered form is unavailable, the Verdana typeface should be used for all HTML text, including body text, headers, cap-tions, and links.

By controlling the type styles and alignment used, we further strengthen the visual distinc-tiveness of the U.S. Fund for UNICEF. The type alignment for all our communication is flush left or full justified.

*Typography is an important ele-ment of our brand. Consistent use of typography helps create a dis-tinct visual identity. It is important to follow the guidelines illustrated here for use throughout the orga-nization in all methods of commu-nication.

UNIVERS 75 BLACKABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789,;:!?”&/*

UNIVERS 65 BOLDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789,;:!?”&/*

UNIVERS 55 ROMANABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789,;:!?”&/*

UNIVERS 55 ROMAN OBLIQUEABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789,;:!?”&/*

UNIVERS 45 LIGHTABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789,;:!?”&/*

UNIVERS 45 LIGHT OBLIQUEABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789,;:!?”&/*

UNIVERS 47 LIGHT CONDENSEDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789,;:!?”&/*

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 was chosen as an alter-native font for higher-end com-munications and materials such as invitations to special events, announcements, and collateral for distinct audiences.

SENTINEL BLACKABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789,;:!?”&/*

SENTINEL BOLDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789,;:!?”&/*

SENTINEL MEDIUMABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789,;:!?”&/*

SENTINEL BOOKABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789,;:!?”&/*

SENTINEL BOOK ITALICABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789,;:!?”&/*

SENTINEL LIGHTABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789,;:!?”&/*

SENTINEL LIGHT ITALICABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789,;:!?”&/*

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

The tagline for the U.S. Fund for 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 buttons, an alternate logo may be used as well as a stand alone element (B).

BELIEVE IN ZERO

ZEROBELIEVE IN

A

B

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. Fund for UNICEF logo, with a grey rule seperating the two. BELIEVE IN ZERO

BELIEVE IN ZERO

BELIEVE IN ZEROBELIEVE INZEROPREVENTABLECHILD DEATHS

C

B

A

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.

In all instances of the logo, the modifier must left-align directly under the word “Zero”.

BELIEVE IN ZEROSTARVING CHILDREN

BELIEVE IN ZEROPREVENTABLECHILDDEATHS

A

B

C

BELIEVE IN ZEROBELIEVE INZEROPREVENTABLECHILD 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”.

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.

x

x

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 ZEROEXPLOITED CHILDREN

BELIEVE IN ZEROPREVENTABLE CHILD DEATHS

BELIEVE IN ZEROCHILDREN 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=?

White

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=?

10.8 Dark Background

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

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 ZEROSTARVING CHILDREN

BELIEVE IN ZERO

BELIEVE IN ZEROSTARVING 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

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890.,;”()=+&