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| Oceano Azul Foundation | Graphic Identity GuidelinesOceano Azul Foundation
Graphic IdentityGuidelines
Oceano Azul Foundation | Graphic Identity Guidelines01
Contents
02 Introduction to identity guidelines
Basic elements 03 Symbol
04 Horizontal lockup
05 Vertical lockup
06 Co-branding lockup
07 Clear space and minimum size
08 Color specifications
09 Logo use on various backgrounds
10 Logo use with photography
11 Primary typography
12 Secondary typography
13 Incorrect logo use
Applications 14 Print examples
17 Presentation folder
18 Invitations
19 PowerPoint master
20 Digital icons and social media
21 Press conference backdrop
23 Access ID card
24 Email signature
Stationery 25 Business card
26 Letterhead
27 Envelope
28 Notepad
Oceano Azul Foundation | Graphic Identity Guidelines
Introduction toidentity guidelines
Every brand has a specific visual identity, and each element of communication contributes to the overall impression people have of the brand.
These guidelines will help define and standardize the Oceano Azul Foundation visual identity system. The pages that follow explain the elements of the identity system and demonstrate their correct use across a broad sampling of applications and media.
Many of the standards depend on relative size, proportion, and position. These have been developed through careful consideration of many factors, both functional and aesthetic. Adhering to these graphic design standards will ensure continuity, a high standard of quality, and a clear, consistent identity for Oceano Azul Foundation.
02
03 Basic Elements | Oceano Azul Foundation | Graphic Identity Guidelines
Symbol The new Oceano Azul Foundation symbol has been designed to provide a bold, memorable shorthand to represent Oceano Azul Foundation in all forms of communication.
Proper use of the symbol and how it is combined with the name "Oceano Azul Foundation" to form the basic logo lockups are described on the following pages.
Never alter any aspect of the symbol.Always use the original and approved art.
04 Basic Elements | Oceano Azul Foundation | Graphic Identity Guidelines
Horizontal lockup The horizontal lockup is the combinationof the symbol and a specially designed wordmark for the name “Oceano Azul Foundation.” Use this lockup wherever a horizontal logo arrangement can beused effectively.
Two versions of the lockup have been created, one in English and one in Portuguese. The letters in the wordmark have been specially drawn (it is not a standard typeface).
Never alter any aspect of the lockup. Always use the original and approved art. Do not attempt to redraw or recreate the lettering using computer fonts.
3.25X
English horizontal lockup
XX
Centered
05 Basic Elements | Oceano Azul Foundation | Graphic Identity Guidelines
Vertical lockup The vertical lockup is the combinationof the symbol and a specially designed wordmark for the name “Oceano Azul Foundation.” Use this lockup wherever a vertical logo arrangement can beused effectively.
Two versions of the lockup have been created, one in English, and one in Portuguese. The letters in the wordmark have been specially drawn (it is not a standard typeface).
Never alter any aspect of the lockup. Always use the original and approved art. Do not attempt to redraw or recreate the lettering using computer fonts.
English vertical lockup
5X
.75X
Centered
X
06 Basic Elements | Oceano Azul Foundation | Graphic Identity Guidelines
Co-branding lockup In certain situations, the Oceano Azul Foundation identity will appear alongside the identity for the Oceanário de Lisboa. A special co-branding lockup has been created and is shown below.
The two identities are horizontally aligned across a vertical dividing bar. The clear space between the right edge of the Oceano Azul Foundation wordmark and the left edge of the Oceanário de Lisboa symbol should be equal.
To maintain the correct relationship and proportions, use the provided artwork to scale this co-branding lockup up or down in size.
Minimum sizeTo avoid illegibility and reproduction limitations, never make the lockup smaller than 50mm from left to right.
EQ EQ
50mm
07 Basic Elements | Oceano Azul Foundation | Graphic Identity Guidelines
Clear space and minimum size
Clear spaceUse the clear space area between the logo and any other graphic elements such as type, images, or other logos to ensure thatthe logo retains a strong presence wherever it appears. The diagrams below show, in gray, the minimum space that should be adhered to.
It must be surrounded on all four sides by adequate clear space based on the “O” in the wordmark as shown below.
Minimum sizeAlways reproduce the logo above a minimum size to avoid illegibility and reproduction limitations.
On typical print communications, the logoshould never be displayed smaller than 6mm (.23") in height for the horizontal logo, and 20mm (.78") in width for the vertical logo.
On the web and screens, because ofpixelation, the logo should never be displayed smaller than 35px in height for the horizontal logo, and 85px in width for the vertical logo.
6mm / 35px
20mm / 85px
08 Basic Elements | Oceano Azul Foundation | Graphic Identity Guidelines
The distinctive use of color is a key element of the Oceano Azul Foundation identity.The primary colors are a specially selected blue, as well as black. These make up the symbol and wordmark colors and should be used whenever possible.
Pantone® spot colors, as well as 4/C process colors, are specified for print use. RGB and HEX values are for use with on-screen and web applications, and are provided for a consistent appearance between different media.
When useful, you may use a screen of either color as well.
Color specifications
Print valuesPantone3005 Coated3005 Uncoated
CMYKC100 M30 Y0 K0
Print valuesPantoneBlack CoatedBlack Uncoated
CMYKC0 M0 Y0 K100
Screen valuesRGBR0 G119 B200
HEX#0077C8
Screen valuesRGBR0 G0 B0
HEX#000000
Oceano Azul Blue
Black
09 Basic Elements | Oceano Azul Foundation | Graphic Identity Guidelines
The secondary palette has been developed for cases where additional colors are helpful.
Pantone® spot colors, as well as 4/C process colors, are specified for print use. RGB and HEX values are for use with on-screen and web applications, and are provided for a consistent appearance between different media.
Secondary palette
Pantone5315 U/C
CMYKC3 M0 Y0 K17
RGBR210 G215 B220
HEX#D2D7DC
Pantone2334 U/C
CMYKC10 M0 Y0 K55
RGBR120 G135 B140
HEX#78878C
Pantone580 U/C
CMYKC9 M0 Y33 K0
RGBR235 G240 B190
HEX#EBF0BE
Pantone584 U/C
CMYKC20 M0 Y80 K0
RGBR215 G225 B90
HEX#D7E15A
PantoneCool Gray 1 U/C
CMYKC0 M0 Y5 K9
RGBR230 G230 B220
HEX#E6E6DC
Pantone2323 U/C
CMYKC0 M0 Y15 K30
RGBR190 G190 B170
HEX#BEBEAA
Pantone559 U/C
CMYKC21 M0 Y30 K0
RGBR205 G230 B190
HEX#CDE6BE
Pantone7737 U/C
CMYKC60 M0 Y90 K0
RGBR115 G190 B85
HEX#73BE55
Pantone263 U/C
CMYKC6 M21 Y0 K0
RGBR230 G205 B225
HEX#E6CDE1
Pantone2062 U/C
CMYKC20 M70 Y0 K0
RGBR200 G110 B170
HEX#C86EAA
Pantone290 U/C
CMYKC30 M0 Y10 K0
RGBR175 G220 B230
HEX#AFDCE6
Pantone7472 U/C
CMYKC65 M0 Y35 K0
RGBR75 G190 B180
HEX#4BBEB4
Pantone475 U/C
CMYKC0 M18 Y27 K0
RGBR250 G215 B180
HEX#FAD7B4
Pantone1665 U/C
CMYKC0 M60 Y90 K0
RGBR245 G130 B50
HEX#F58232
Pantone665 U/C
CMYKC30 M24 Y3 K0
RGBR175 G180 B215
HEX#AFB4D7
Pantone280 U/C
CMYKC100 M80 Y10 K10
RGBR15 G70 B140
HEX#0F468C
10 Basic Elements | Oceano Azul Foundation | Graphic Identity Guidelines
Logo use onvarious backgrounds
Shown here are examples of the correct way to use the logo on various backgrounds. The Oceano Azul Blue color should be used for the logo whenever possible. When used on dark colors, such as black, the wordmark can be reversed to all-white.
Limited color productionWhen it is not possible to use the color version of the logo because of background color, material, or limited color production, it may be knocked out to all-white or reproduced in black. Always make sure that the color of the logo is in sufficient contrast to the background to ensure visibility.
Production methodsWhen used on promotional materials and touch-points, the logo may be produced in silver or gold foils and inks, or as a blind image when embossing/debossing onto materials such as paper, fabric, leather, metal, or plastic.
11 Basic Elements | Oceano Azul Foundation | Graphic Identity Guidelines
Logo use withphotography
Shown here are examples of the correct wayto use the logo with photography. The logo should appear in the Oceano Azul Blue color whenever possible. When there is not sufficient contrast between the full color logo and the background, it may be used in all-white, or all-black.
Because every image is different, be sureto choose an image with a strong contrast to the logo and place the logo in an area of the image that is not busy in order to avoidillegibility. Use a horizontal or vertical logo appropriate to the space and composition of the image.
12 Basic Elements | Oceano Azul Foundation | Graphic Identity Guidelines
GibsonABCDEFGHIJKLMN OPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 !?@$%&
Primary typography Using a consistent family of typefaces visually reinforces the Oceano Azul Foundation identity. Gibson is the primary sans-serif typeface and may be used on all communications for body text, headlines and titles. Shown are the approved weights that may be used. Matching italics are also available.
Gibson is copyrighted and requires purchasing a license for use. An abundance of online font foundries offering Gibsonare available (i.e., canadatype.net or myfonts.com). Use an “OpenType”font format, as it is best for cross-platform(Mac and PC) applications.
When communicating primarily through Microsoft Office® products, always use the default font Arial. Arial should be used on internally produced documents, e.g. Word® documents, PowerPoint®, and the body of letters and memos.
Gibson LightGibson RegularGibson SemiBoldGibson Bold
Arial RegularArial Bold
13 Basic Elements | Oceano Azul Foundation | Graphic Identity Guidelines
Secondary typography ITC Century is the secondary serif typeface. ITC Century may be used as an alternative to Gibson for large areas of body text, headlines and titles, within communications. Shown are the approved weights that may be used. Matching italics are also available.
ITC Century is copyrighted and requires purchasing a license for use. An abundance of online font foundries offering ITC Century are available (i.e., linotype.com or myfonts.com). Use an “OpenType” font format, as it is best for cross-platform (Mac and PC) applications.
When communicating primarily through Microsoft Office® products, always use the default font Georgia. Georgia should be used on internally produced documents, e.g. Word® documents, PowerPoint®, and the body of letters and memos.
ITC CenturyABCDEFGHIJKLMN OPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 !?@$%&
ITC Century LightITC Century BookITC Century Bold
Georgia RegularGeorgia Bold
14 Basic Elements | Oceano Azul Foundation | Graphic Identity Guidelines
Incorrect logo use
Do not stretch or distort
Do not change or use unapproved colors in the logo
Do not add faux special effects when used in print
Do not make into outlines
Do not add additional wording to the logo
Do not use the logo on a background with insufficient contrast
Do not rotate or reverse the symbol
Do not replace or recreatethe typography of the logo
Do not put the logo inside a shape
Do not create new or alternate lockup relationships
Do not add graphic elements or illustrate the logo
Do not place photos within the symbol
For maximum impact and overall consistency, it is important to protect the integrity of the Oceano Azul Foundation identity by using it correctly.
The examples shown below apply toall logo lockup versions shown withinthese guidelines.
Always reproduce the logo from original artwork and avoid improper usage illustrated here.
15 Applications | Oceano Azul Foundation | Graphic Identity Guidelines
Print examples Shown here and on the following pages are examples for applying the Oceano Azul Foundation logo, along with the Gibson and ITC Century typefaces, on a variety of printcommunications.
Always adhere to the specifications on clear space and color when applying the logo. Make sure that the color of the logo and any text are in sufficient contrast to the background.
A New Initiativefor OceanConservationand itsSustainable UseMATRIX AND STRATEGY DOCUMENT
A New Initiative for Ocean Conservation and its Sustainable UseMATRIX AND STRATEGY DOCUMENT
Impacts of BiodiversityLoss on OceanEcosystem ServicesA SURVEY OF THE AZORES EEZ
Impacts ofBiodiversityLoss on OceanEcosystemServicesA SURVEY OF THE AZORES EEZ
16 Applications | Oceano Azul Foundation | Graphic Identity Guidelines
Impacts ofBiodiversityLoss on OceanEcosystemServicesA SURVEY OF THE AZORES EEZ
A New Initiative for Ocean Conservationand itsSustainable Use
A SURVEY OF THE AZORES EEZ
Impacts of BiodiversityLoss on OceanEcosystem ServicesA SURVEY OF THE AZORES EEZ
A New Initiativefor OceanConservationand itsSustainable UseMATRIX AND STRATEGY DOCUMENT
Print examplescontinued
17 Applications | Oceano Azul Foundation | Graphic Identity Guidelines
Print examplescontinued
18 Applications | Oceano Azul Foundation | Graphic Identity Guidelines
The presentation folder is die-cut and measures 9" x 12" when folded. The inside features one pocket on the right side. The pocket has one .75" rounded corner and include a slot for a business card.
The symbol and wordmark are sized and positioned as shown in the diagram below.
Print Specifications 2C/4COffset PMS 2935 + Black
Paper SpecificationsNeenah Classic Crest130# DTC, Solar WhiteEggshell Finish
Presentation folder
Cover Inside
Photo/Image Area Photo/Image Area
Center line
Center line
3.75"
.75"
.625"
.75"
Pedro SimõesDiretor Financeiro
[email protected] +351 91 123 4567
Largo Monterroio Mascarenhas, 1 1099-081 Lisboa, Portugal oceanoazulfoundation.org
19 Applications | Oceano Azul Foundation | Graphic Identity Guidelines
Sample invitations shown below in eithera vertical flat card or a horizontal foldedformat are for illustration purposes only.Sizes and orientation may vary as well asprinting process from event to event.
A variety of production methods can be implemented when creating invitations. Some examples include the use of metallic inks, foils, embossing/debossing, and engraving. Specialty papers may also be utilized to enhance the overall design.
Always maintain a high standard forproduction values. Consideration shouldbe given to the choice of paper stocks andmaterials wherever possible for printingand production processes.
Invitations
Folded card
Flat card
Invite you to attend a celebration of
TITLE OF EVENTTO BE PLACED HERE
At the Oceanário de Lisboa6:30– 8:30, May 3, 2017
Please RSVP to Name Here, Oceano Azul Foundation +351 91 123 4567
S A V E T H E D A T E
20 Applications | Oceano Azul Foundation | Graphic Identity Guidelines
The PowerPoint master is sized at1920 x 1080px for a 16:9 proportion.All content should remain inside the livearea shown here except when usingfull-bleed images.
The footer has the Oceano Azul Foundation symbol positioned in the bottom right corner. It should appear on all slides except cover title slides.
All text is set in Verdana or Times.Type sizes will vary according to layout.
PowerPoint master
08 Presentation Title (optional) © 2016. Oceano Azul Foundation (optional)
75px
840px
165px 75px
30px
30px30px
75px 1770px 75px
Live Area
Footer Area
21 Applications | Oceano Azul Foundation | Graphic Identity Guidelines
Shown are examples of typical cover and content slides.
On a cover title slide the Oceano Azul Foundation logo is isolated in a prominent position, usually at the top right as shown here. On all other slides the symbol appears in the footer isolated on the bottom right.
Because content for each PowerPoint willvary, the layouts are for reference only andshould be adjusted to best suit the content.
Use the appropriate logo color toprovide maximum contrast with the background by following the guidelines on pages 09–10 for logo use on various backgrounds and photography.
Background colors for cover slides are white, black, light-gray or Oceano Azul blue. Body text is black, gray, or white. Titles and headlines are black, gray, or white, and may also be set in Oceano Azul blue. All text is set in Arial or Georgia. Type sizes will vary according to layout.
PowerPoint master
08 3422
Cover slide examples
Presentation Title Presentation Title Presentation Title
August 2016 August 2016 August 2016
Content slide examples
This is an example of secondary text. This is an example of secondary text. This is an example of secondary text. This is an example of secondary text. This is an example of secondary text. This is an example of secondary text. This is an example of secondary text.
This is an example of secondary text. This is an example of secondary text. This is an example of secondary text.
This is an example of secondary text. This is an example of secondary text. This is an example of secondary text. This is an example of secondary text.
This is an example of secondary text. This is an example of secondary text. This is an example of secondary text. This is an example of secondary text. This is an example of second-ary text. This is an example of secondary text.
This layout can be used for large quantities of text. This layout can be used for large quantities of text. This layout can be used for large quantities of text. This layout can be used for large quantities of text. This layout can be used for large quantities of text. This layout can be used for large quantities of text. This layout can be used for large quantities of text.
Text layout example Multiple image layout exampleImage layout example
Second level text.• Third level text. • Third level text.• Third level text.
Second level text.• Third level text. • Third level text.• Third level text.
Second level text.• Third level text. • Third level text.• Third level text.
Second level text. Second level text. Second level text. Second level text. Second level text. Second level text. Second level text.
Second level text. Second level text.
• Third level text. Third level text. • Third level text. Third level text.• Third level text. Third level text.• Third level text. Third level text. • Third level text. Third level text.
22 Applications | Oceano Azul Foundation | Graphic Identity Guidelines
In many instances the Oceano Azul Foundation identification will be used as a digital icon. The symbol alone is used and should always appear in Oceano Azul Blue on a white background.
When creating artwork for a social mediaand mobile applications, follow the respective specifications for each platform. For identification, the majority of platforms require an icon formatted into either a square or a circle. Shown are examples based on Facebook and iPhone® specifications.
Leave some space around the symbol: it should not touch or bleed to the edge of the allowed space. Do not incorporate the Oceano Azul Foundation wordmark when creating icons.
Digital icons andsocial media
Facebook iPhone App Icon
iPhone App
800px
800px
180px
180px
180px
180px
23 Applications | Oceano Azul Foundation | Graphic Identity Guidelines
A press conference backdrop is usedto emphasize the Oceano Azul Foundation identity during media press conferences, photo op's, and other special events.
The backdrop design incorporates afull-color Oceano Azul Foundation logo lockup repeated in a step or diagonal alternating pattern.
One or more sponsor logos can also be incorporated into the design when needed. A photographic background, as shown in the example below, may also be used for special on-stage events and conferences. Be sure to maintain adequate space between each logo. An all-white, or all-black backdrop is preferred.
Always make sure that the color of the logo is in sufficient contrast to the background to ensure visibility.
Because backdrops will vary in size and content, the examples shown are for reference only and should be adjusted to best suit the content.
Press conferencebackdrops
24 Applications | Oceano Azul Foundation | Graphic Identity Guidelines
The ID card measures 85.60 × 53.98 mm and is shown below at 100% scale.
The name and title block begin 28mm from the top edge, and 6mm from the left edge, aligning with the baseline of the name. The photo bleeds off the right edge and should be sized to fit within the right half of the card.
SizeISO ID-1: 85.60 × 53.98 mmwith 3mm corner radius
Type specificationsName: Gibson SemiBold, 11pt/12pt
Color specificationsPMS 3005 U (Oceano Azul Blue) + Black+ 4C process for photo ID
Material specifications30mil PVC plastic, White
Access ID Card
Catarina Verde
6mm
3mm corner radius
6mm
9mm
12mm
Photo Area (42.8mm)
25 Applications | Oceano Azul Foundation | Graphic Identity Guidelines
Email signature The email signature appears below the body of all email correspondence. The logo should not be delivered as an attachment to any end user’s device. Instead, the logo should be rendered within the e-mail signature via HTML/CSS.
The text should be kept live for ease ofcopying and the enabling of active hyperlinks for phone numbers and other website links.
No images, text or other competing graphics should be placed below the signature area.
Type specificationsBody text:Arial Regular, 12pt
Name:Arial Bold, 13pt, Oceano Azul Blue RGB
Title, Address, and Contact:Arial Regular, 11pt, Oceano Azul Blue RGB
Salutation:
Arial Regular 12pt is used for the body of the email. The email begins two spaces below the salutation, using single spacing between lines and double spacing between paragraphs.There are no indentations.
A double space separates the body of the email from the complimentary close, with another double space to the start of the signature.
Complimentary close,Name
Pedro SimõesDiretor Financeiro
Oceano Azul FoundationLargo Monterroio Mascarenhas, 11099-081 Lisboa, PortugalTel +351 91 123 4567pedrosimoes1@oceanoazulfoundation.orgoceanoazulfoundation.org
40px
15px
15px
Please note that email programsdisplay type sizes differently.Use these size specificationsonly as a guide. The proportionalsize relationships between theelements, as well as the use ofbold, should remain as shown here.Type should be sized for legibility,and should not be too large.
26 Stationery | Oceano Azul Foundation | Graphic Identity Guidelines
Business card The business card measures 85mm x 55mm and is shown below at 100% scale.
The name and title block, contact information block, and address block are bottom-aligned with the baseline 6mm from the bottom edge, with 5pt extra space between each block.
Size85mm x 55mm
Type specificationsName: Gibson SemiBold, 9pt/9pt
Title, Address, and Contact:Gibson Light, 7.5pt/9pt
Color specificationsPMS 3005 U (Oceano Azul Blue)Black
Paper specificationsNeenah Classic Crest130# Cover, Solar WhiteEggshell Finish
6mm
6mm
8mm 13mm 8mm
10mm
Pedro SimõesDiretor Financeiro
[email protected] +351 91 123 4567
Largo Monterroio Mascarenhas, 1 1099-081 Lisboa, Portugal oceanoazulfoundation.org
Pedro SimõesDiretor Financeiro
Largo Monterroio Mascarenhas, 1 1099-081 Lisboa, Portugal oceanoazulfoundation.org
5pt extra space
Without telephone information, the name and title move down
Alternate layout without telephone number
27 Stationery | Oceano Azul Foundation | Graphic Identity Guidelines
Letterhead
Date
Addressee’s NameCompany or OfficeAddressCity, State zip
Salutation:
This letter demonstrates the recommended typing format for all correspondence and is an integral part of the letterhead design.
The date is top-aligned at 2.5 inches (65mm) from the top edge of the page and 1.25 inches (30mm) from the left, setting the margin for the entire letter. The addressee’s name is positioned flush left, two spaces below the date. Title, company name, etc. are positioned flush left under the addressee’s name. The salutation appears three spaces below the address.
The body of the letter begins two spaces below the salutation, using single spacing between lines and double spacing between paragraphs. There are no indentations. The maximum line length should not exceed 5.75 inches (146mm).
A double space separates the body of the letter from the complimentary close, with four spaces to the name of the sender and the title.
Complimentary close,
Name of senderTitle
Largo Monterroio Mascarenhas, 1 1099-081 Lisboa, Portugal Tel +351 91 123 4567oceanoazulfoundation.org
TThe letterhead measures 210mm x 297mm and is shown below at 40% scale.
The address block begin 15mm from the top edge, and 30mm from the left edge. The letter starts 70mm from the top edge and is aligned with the address block. The body of the letter is set in Arial 10/12pt.
SizeA4: 210mm x 297mm
Type specificationsTitle, Address, and Contact:Gibson Light, 7.5pt/9pt
Color specificationsPMS 3005 U (Oceano Azul Blue)Black
Paper specificationsNeenah Classic Crest80# Text, Solar WhiteEggshell Finish
15mm
11mm
35mm
55mm
30mm 15mm
28 Stationery | Oceano Azul Foundation | Graphic Identity Guidelines
Envelope The envelope measures 220mm x 110mm and is shown below at 80% scale.
The return address begins 10mm fromthe top edge, and 24mm from the left edge. The recipient information is set inArial 10/12pt.
SizeDL: 220mm x 110mm
Type specificationsReturn Address:Gibson Light, 7.5pt/9pt
Color specificationsPMS 3005 U (Oceano Azul Blue)Black
Paper specificationsNeenah Classic Crest80# Text, Solar WhiteEggshell Finish
Recipient NameBusiness NameStreet AddressCity, State Zip
Largo Monterroio Mascarenhas, 1 1099-081 Lisboa, Portugal
10mm
11mm
4mm
20mm
10mm 14mm 71mm
29 Stationery | Oceano Azul Foundation | Graphic Identity Guidelines
The notepad measures 148.5mm x 210mm and is shown below at 55% scale. Pages are bound to a tear-off chipboard backer.
The address begins 12mm from the bottom edge,and is centered within the format.
SizeHalf A4: 148.5mm x 210mm
Type specificationsAddress:Gibson Light, 7pt/8.5pt
Color specificationsPMS 3005 U (Oceano Azul Blue)Black
Paper specificationsNeenah Classic Crest80# Text, Solar WhiteEggshell Finish
Notepad
Largo Monterroio Mascarenhas, 1, 1099-081 Lisboa, Portugal Tel +351 91 123 4567 oceanoazulfoundation.org
12mm
11mm
12mm
12mmCentered