Brand Guidelines - Bracusa
BrandGuidelines2013
THEBRANDVOICEThe aim of our brand identity is todefine a more powerful, compelling anddifferent way of talking about BRAC.To focus on what the brand stands forand communicate what we do and sayto our target audiences in a waythat helps people recognise thatBRAC isdifferent andeffective,relevant andappealing
Organisational Descriptor50 WordsBRAC is a global leader in creating large-scale opportunities for the poor. Foundedin Bangladesh in 1972, it is now the world’s largest development organisation.Over 100,000 BRAC workers touch the lives of an estimated 135 million peoplein 11 countries, using a wide array of tools such as microfinance, education,healthcare, legal rights training and more.Single sentenceA global development organisation founded in Bangladesh in 1972.Our VisionOur ValuesOur PersonalityA world freefrom all forms ofexploitation anddiscriminationwhere everyonehas the opportunityto realise usBrand EssenceOur Brand Essence is the summation of what the brand doesabove and beyond the everyday activities of the organisation.Realising potential
Symbol and LogotypeRecommended SizesOur logotype must endorse all the communications we create.It is strong, direct and robust.Always reproduce the proportions of the logotype elements in the setrelationship shown here.On no account must the logotypeever be redrawn or modified,nor translated.Exclusion zoneTo make sure the logo has maximum standout, always refer tothe exclusion zone illustrated here which prevents other graphicelements from interfering with the integrity of the logotype. Theexclusion zone around the logotype is the height and width of the‘circle’ taken from the symbol, as shown below.Always reproduce the precise positioning of the logotypeshown here.1 Logotype at a width of 75mm, to be used onA3 posters/ documents etc.2 Logotype at a width of 65mm,to be used on brochures set at300mm x 240mm.3 Logotype at a width of 60mm,to be used on folder set at305mm x 215mm.4 Logotype at a width of 55mm,to be used on A4 documentsetc.5 Logotype at a width of 45mm, tobe used on A5 documents etc.6 Logotype at a width of 33mm.This size is used on thebusiness card.7 Logotype at a width of 18mm.This is the smallest print sizethat is allowed.Other sizesLogotype at a width of 154mm, to be used on A1 posters etc.Logotype at a width of 110mm, to be used on A2 posters etc.Logotype at a width of 42.5mm to be used on Double sided business cards.
Symbol and Logotype UsageThe BRAC logotype, when used in colour, should always be in Magenta. However, there needs to be some flexibility with the usage to suit variouspurposes and applications. We recommend to follow the following guidelines to ensure that the logotype still stands out without compromising thebrand integrity.1 The logotype should appear in magenta,wherever possible.4 The logotype should reverse white outwhen used on a black background, ifthe budget does not allow the use of thecorporate magenta as the backgroundcolour.7 The logotype should appear in magentawhen placed onto colour images when thebackground is of a complimentary lightercolour and does not overpower thelogotype.82 The logotype should always reverse whiteout of a coloured background. Neveruse a full colour logotype on a colouredbackground. The background should neverbe a tint percentage of the colour.5 The logotype should always reverse whiteout of a colour image, that has a dark or‘busy’ colourful background.3 When the logotype cannot be used in thecorporate magenta, due to budget etc., thelogotype should appear in black, when onwhite.6 A reversed white out logo should alwaysbe used when on a black and white imagethat has a dark contrasted background.If the black and white image used hasa lighter background to it, a black logoshould be used.8 If the logotype is placed onto a pale colourimage a black logotype may also be used.
Incorrect Logo UsageLogo Placement1. Do not separate the logoOff-Centred12. Do not alter or ungroup thelogo in any wayOff-centred placement of the logo is always recommendedFront Covers (includes Annual reports,Country Brochures, Programme Brochures,Advertisements, One pagers, Cards,Envelopes etc.)23. Do not scale or distort the logo3Neil WalkerCDT Design50–52 Wharf RoadLondonN1 7EUUKDate 1 Month 2009Ref ABC123Salutation4. Do not use multiple logos or usethe logo in a repeating patternLore ming ex esequam nim nulpute et diatem zzriliquat amet volutat ismodolor in utpatprat, quissit nibh et prat, sum dit prate faccum ilismolore velit, con elit ut ing exer summolor in hent lumzzrilit incilis non ulpute accum ipis num nos augiamet dit nonse etum autate modipit prat.Qui er si te erat autat vendreet elent loreetuero dolor aute commy niamconse tet augait, sum alit velullam do corerit augait, summodo loborti sciliquis num dolorpe rcipsum nonsenisl ut nim acillumvoloreet ad delit, sed ex ea consecte tis autem velessecteminim ent nullam, vulputpat incin exer.4Se modolortie delis nibh et lobortin utat, conum in er iriuscip ea facilla conse digna consequ atuerosetummolobor secte commodit vel eu faccummy nulput la facillum ipit, conulla atue commolor sectemzzrit prat, senim venibh eros er ad et ex exeratisl iureriu.Scipissim amcorem in erat, quat augue ver suscidunt nos nulluptat lutat ver sum nonullu msandreetueconsequatie magnis exeraesequis nonullam euipsummy nos nim zzriliq uametue volum illandipis endiood magnibh eugiatiniat, con etum dolestisl utat il utpat la acipsustio esto eugait iure tie facin exeroodipsus ciduis acin henit aut vullaorper ing et, quisim eugue etum vullaoreet aliquis cidunt diam vullamconulput augait praesequat. Met wisl endionsed tat velenibh ea amet niat. Ut loborem irit num nos amet,sum illa ate dolore enis adipsum non ulluptat. Ed molor sum nim zzriliq uissi.Nulputem incipisis niatum zzrillam do dolore doloborpero dunt autem augiam, sit augiam alis nisi tefaciniat. Ommodolore magnit eum exerci ex eriure vel utem zzril dipisisl ilisl diam, velent praestodolorpero dolore consenim zzrit iure exer suscipi scipis aut eu faccumsandre velesed dip ea autpat.Iquat lam do odolum nostie mincing et in utpatie eugait nullaore magna feugiamet lore.5. Do not rotate or tilt the logoComplimentary closeA. N. OtherName Name Name5DesignationBRACBRAC Centre75 MohakhaliDhaka 1212BangladeshT : 880 2 9881265 Ext 2105M : 88 01712 000000E : name.x@brac.netW: www.brac.netBRACBRAC Centre75 MohakhaliDhaka 1212Bangladesh6. Do not substitute any colors ofthe logo or have multiple colorswithin the logo67. Do not use country name orprogramme name next to theBRAC logo7CentredIn few cases the logo may be placed in the centreUGANDACOMMUNICATIONST: 88 02 9881265F: 88 02 8823542E: info@brac.netW: www.brac.netRegistered inBangladesh underThe SocietiesRegistration Act of 1860
Colours (Pantone, CMYK and RGB code)TypefacesPrimary ColourPrimary TypefaceDefault TypefaceHelvetica NeueArialPantone MagentaProcess systemCyan0Magenta 100Yellow0Black0RGB systemR209G 0B116Our core colour ismagenta and thechosen magenta isat stuvwxyz1234567890 (.,:;!@ %&*?“”)Secondary ColoursHelvetica Neue (OTF) 45 LightPantone 7405CProcess systemCyan0Magenta 11Yellow97Black2RGB systemR236G 194B0Pantone 298CProcess systemCyan67Magenta 2Yellow0Black0Pantone 137CProcess systemCyan0Magenta 46Yellow100Black0RGB systemR255G 161B0Pantone 3298CProcess systemCyan100Magenta 0Yellow57Black42Pantone 381CProcess systemCyan20Magenta 0Yellow91Black0RGB systemR201G 214B0Pantone 2593CProcess systemCyan67Magenta 92Yellow0Black0RGB systemR128G 55B155RGB systemR61G 183B228RGB systemR0G 113B97HeadlineHelvetica Neue 95 Black65 Medium/BoldSubheadsHelvetica Neue 55 Roman/ BoldIntroductionsHelvetica Neue 55 RomanHelvetica Neue 35 thinBodycopyHelvetica Neue 45 lightHelvetica Neue 35 stuvwxyz1234567890 (.,:;!@ %&*?“”)Arial RegularHeadlineArial BlackSubheadsArial BoldIntroductionsArial Regular/ ItalicBodycopyArial RegularFootnotesArial RegularFootnotesHelvetica Neue 45 lightPantone 235CProcess systemCyan5Magenta 100Yellow0Black40RGB systemR151G 0B94Pantone Cool Gray11CProcess systemCyan0Magenta 2Yellow0Black68RGB systemR77G 79B83Web TypefaceArial is the type for use on websites. It is very similar to Helvetica Neue, but morecommonly used online.For composing documents,the preferred English font is ARIAL size 11and for Bengali the preferred font isSutonnyMJ size 13
Visual/ Photography guidelineOur images can represent us to the world at a glance. We want our visual identity to reflect our personality, our values and how we make animpact on the world. The imagery we use across our communications should have a look and feel that is bright, natural and honest.Key images should fall into one of these categories:1. ‘Engaging’ (the reader)2. ‘Engaged’ (the subject in the image)All images shouldcapture the BRACbrand essence –‘realising potential’Over-using ImagesWe should be mindful ofover-using images particularlywhere they form part of corecommunications e.g. usingthe same image for the AnnualReport cover as the EducationBrochure cover.Front Covers (includes Annual reports,Country Brochures, Programme Brochures)must feature at least one central themeengaging the reader.General featured images will focus onindividuals, families, communities – primarilyprogramme members. General imagesshould show action – the subject is engaged.Circular ThemeInspired by the circle in the new BRAC logo; representingunity, longevity, on-going evolution and virtuous cycles offorward/backward linkages.Segmenting & Signature ImagesWe should categorise images by location/programme/work i.e. Uganda key images, Education key images, Agriculture and Food Security key images sothat an image/communication becomes instantly recognisable and associated with BRAC.Image SizeWebsite images are usually705 pixels wide and 350 pixelshigh. For any printed materials,the larger the size of the digitalimage the better, these imagesshould be 300dpi at least.GuidanceContact the Communicationsteam if you want to use animage but are unsure whetherit is brand compliant or not.Email at branding@brac.net and we can advise youfurther.Image BankThe BRAC image bank canbe accessed from gallery.brac.net . After choosingyour image, send request to gallery@brac.net withchoosen image file name.UgandaEducationAgriculture & Food Security
(measurements in millimetres)Identity ApplicationInstructions for printing on BRAC letterheadsheets (pre-printed pad)Single sided business card12.539Double sided business card38.53.540mmmarginfromfrom topedgeDesignation DesignationPlease adjust the following on yourpage setup option on your PCbefore printing.Registered inThe Netherlands asStichting BRAC InternationalReg No 27339472T : 880 2 9881265 Ext 2105M : 88 01712 065849E : name.n@brac.netW: www.brac.netName ID CardSenior DirectorProgramme name Programme namefacebook.com/bracworld8.25Brochure335.520mm marginfrom right edgeT: 880 2 9881265F: 880 2 8823542E: international@brac.netW: www.brac.netBRAC Centre75 MohakhaliDhaka 1212Bangladesh4.5Font and Font Sizea. For Bengali, always use fontSutonnyMJ with a font size of 13pointsb. For English, always use font Arialwith a font size of 11 points40mm marginfrom left edgeBRAC27Thanks.T : 880 2 9881265 Ext 0000F : 880 2 8823542M : 88 01700 000000E : name.n@brac.netW : www.brac.netName Name NameDear All,BRAC InternationalBRAC Centre75 MohakhaliDhaka 1212BangladeshBRAC Centre75 MohakhaliDhaka 1212Bangladesh1935mmmargin frombottom41.25303.5174565918.545151131.56Name NameNameManoshiIMAGEUrban Maternal,Neonatal &Child Health ProjectPIN: 000000220214CommunityHealth Solutions inUrban BangladeshPromotional ItemsPenMugEDUCATIONT-shirtSignProgramme brochureRound NeckPolo140Notepad215mqs JT ÛáuyJ hrJmJh oiq VJ\LkMr xhr VJ\LkMrxrTJr IjMPoJKhfComponent brochure42.5
Co-brandingWhen co-branding is used, it usually depends on the relationship we have with the relevant partner or donor.It will either be an initiative instigated by BRAC or one in which we will participateBanners4. HIERARCHY1. DESCRIPTORGovtDonorPartnerorSupported byIn partnership withWhether used on a panelarea in the header orfooter, if there are anylogo hierarchy rules, thenthey should be adheredto, i.e. Government,then Donor, thenImplementing PartnerThe following descriptors should be used in the context of the particular initiative:In partnership with (LOGO) or Supported by (LOGO)5. SPONSORSHIP2. BRAC SUPPORTING A PARTNER’SINITIATIVE:3. BRAC INITIATIVEprimarybrandSponsored byDonorPartnerWhen BRAC sponsorsan event or activity, thefollowing descriptorshould be used:Sponsored by (LOGO).In terms of placement,BRAC logo should,wherever possible, beplaced extreme left,footer position.In partnership withsecondarybrand 1secondarybrand 2descriptorsecondarybrand 1descriptorsecondarybrand 29. CO-ORGANIZINGIn the case where the partner/donor is theprimary brand and BRAC is the secondarybrand, the primary brand would be leading(i.e. in terms of placement, it would be inthe header), without any descriptor and thesecondary BRAC brand would be following(i.e. in terms of placement, it would be inthe footer), with the specific descriptor. Ifthere are multiple secondary brands, BRAClogo should, wherever possible, be placedextreme left. Equal weight to all logosshould be given i.e. same length or size.In the case where BRAC is the primarybrand and donor/partner is the secondarybrand, the primary brand would be leading(i.e. in terms of placement, it would be inthe header), without any descriptor and thesecondary brand would be following (i.e.in terms of placement, it would be in thefooter), with the specific descriptor.Organized byDonorPartnerWhen BRAC is coorganising an event oractivity, the followingdescriptor should beused: Organised by(LOGO). In terms ofplacement, BRAClogo should, whereverpossible, be placedextreme left (if there aremore than one partners).
TOP 7 things to remember1. Always use correct logo artwork2. Never modify or recreate the logo3. Maintain proper exclusion zone while using logo4. Always use BRAC fonts5. Always use BRAC colour palette6. Do not use country name or programme name next to the BRAC logo7. When in doubt, ask branding teamUnfortunately, these rules are not flexible
If you want a copy of our Brand Guidelines, if you are designingcommunication materials related to BRAC or if you have any otherrequirements, questions, comments or feedback,please contact us directly at:branding@brac.netwww.brac.net
Pantone 235C Process system Cyan 5 Magenta 100 Yellow 0 Black 40 RGB system R 151 G 0 B 94 Pantone 2593C Process system Cyan 67 Magenta 92 Yellow 0 Black 0 RGB system R 128 G 55 B 155 Pantone Cool Gray11C Process system Cyan 0 Magenta 2 Yellow 0 Black 68 RGB system R 77 G 79 B 83 Pantone Magenta Process system Cyan 0 Magenta 100 Yellow 0 Black .
brand foundation. brand application. 1.1 the meaning of a brand 04 1.2 brand promise 05 1.3 brand pillars 06 1.4 brand character 11 1.5 centering idea 12 1.6 brand (ethos) declaration 13 4.0. contact. contact 55. 2.0. brand elements. 2.1 logo explaination 15 2.2 logo 16 2.3 brand voice 26 .
Strategic Brand Management Exeter MBA and MSc –Day 2 Brand Strategy Jack Buckner Aaker’s Brand Identity System BRAND IMAGE How the brand is now perceived BRAND IDENTITY How strategists want the brand to be perceived BRAND POSITION The part of the brand identity and value pro
brand equity, brand image, brand personality and brand extension. 2. Brand Extension. Brand extension is a marketing strategy in which new products are introduced in relation to a successful brand. Various experts have defined brand extensions differently . though, these definitions look quite similar. Kotler and Armstrong (2002) defined brand
Brand values help to remain true to your brand values and will increase employee engagement. Benefit 2 Brand values make your brand more memorable. Benefit 3 Brand values will create deep emotional connections with your audience. Benefit 4 Brand values will maintain brand authenticity. Benefit 5 Brand values will guide everyone on your team .
brand awareness, brand association, perceived quality and brand loyalty to estimate brand equity [11]. Reference on Aaker, we define brand asset with four dimensions: brand awareness, brand association, perceived quality and brand loyalty. Brand awareness is the ability to consumers or potential consumers to realize relationships between a certain
Pi KAPPA Phi Brand Guidelines pg. 4 section 01: Overview pg. 5 Purpose of Brand Guidelines pg. 6 The Pi Kappa Phi Brand essence pg. 7 The Pi Kappa Phi Brand Positioning pg. 8 Fraternity Master Brand & sub-Brand relationships pg. 9 section 02: Pi Kappa Phi: identity pg. 10 Pi Kappa Phi identity pg. 11 star shield & logotype pg. 12 Multiple Formats pg. 13 Clear space & Minimum space
STRATEGIC BRAND MANAGEMENT Strategic brand management process is important for creating and sustaining brand equity. Developing a strategy that successfully sustains or improves brand awareness, strengthens brand associations, emphasizes brand quality and utilization, is a part of brand management. The brand str
The brand meaning evolution model The brand resonance pyramid model Brand knowledge is defined in terms of two components: brand awareness and brand image o Brand awareness relates to brand recall and recognition performance by consumers o Brand image refers to the set of associations linked to
