1 Brand Book and Brand Manual Version 2.0 UNICEF Brand Book and Brand Manual Version 2.0 2 Over the course of our 70-year history, our name has evolved, our logo has changed and our mission has grown from reaching children in need after World War II to reaching children everywhere. One thing has remained constant and true: Our commitment to promoting the rights and improving the lives of the world’s most vulnerable, disadvantaged children. Our new brand strategy, UNICEF, for every child, reflects this commitment and will help harness the power of UNICEF to achieve more results for children. UNICEF Brand Book and Brand Manual Version 2.0 3 for every child, hope UNICEF Brand Book and Brand Manual Version 2.0 4 for every child, education UNICEF Brand Book and Brand Manual Version 2.0 5 for every child, dignity UNICEF Brand Book and Brand Manual Version 2.0 6 This Brand Book outlines the new global UNICEF brand strategy for the entire organization, in compliance with the Global Regulatory Framework. The accompanying Brand Manual version 2.0 includes preliminary guidance to help you adapt it to everything we do, in every country where we work. This Brand Book may be used by all UNICEF teams and National Committees, in conjunction with contractual terms and agreements, to guide suppliers in producing materials for UNICEF. The Brand Team welcomes questions and suggestions for improvement to the brand guidance and brand assets. Please contact the Brand Help Desk: brand@unicef.org For access to the online Brand Book and Manual, containing live links to references, please visit http://bit.ly/UNICEF-brand-book UNICEF Brand Book and Brand Manual Version 2.0 7 Contents Our Brand (Who we are) For every child................................................... Our story........................................................... UNICEF in 60 words or less.............................. Why a new brand strategy?.............................. More than a tag line: UNICEF, for every child.... Our brand principles.......................................... Brand Manual (How we look) 9 10 11 12 14 15 Graphic visual guide Our visual identity............................................. Logo signature.................................................. Colour............................................................... Fonts................................................................. Brand statement............................................... Dos and Don’ts................................................. Publications ...................................................... Video................................................................. Photography...................................................... Social media...................................................... Web.................................................................. Slide presentations and stationery.................... Branded material and signage........................... Campaigns........................................................ Photo credits..................................................... NEXT PHASE Full fundraising toolkit and editorial UNICEF Brand Book and Brand Manual Version 2.0 21 22 27 30 31 32 33 37 41 44 52 55 57 60 63 8 Our Brand WHO WE ARE UNICEF Brand Book and Brand Manual Version 2.0 9 For every child Whoever she is. Wherever he lives. Every child deserves a childhood. A future. A fair chance. That’s why UNICEF is there. For each and every child. Working day in and day out. In 190 countries and territories. Reaching the hardest to reach. The furthest from help. The most excluded. It’s why we stay to the end. And never give up. View brand videos here UNICEF Brand Book and Brand Manual Version 2.0 10 Our story UNICEF was established in the aftermath of World War II to help children whose lives and futures were at risk – no matter what country they were from. The only thing that mattered to UNICEF was reaching every child in need. What mattered was achieving results. Today, with conflicts and crises around the world threatening and displacing millions of children, and millions more facing poverty, deprivation, violence, exploitation and discrimination, achieving results for children matters more than ever – and achieving them for every child is still UNICEF’s driving force. We bring 70 years of field-tested expertise, a network that spans the globe, a passion for innovation and a commitment to making every dollar count. Impartial and non-political, we are never neutral when it comes to protecting children’s rights and safeguarding their lives and futures. We work day in and day out, in 190 countries and territories, and some of the world’s toughest places, to reach the children who are most at risk and most in need. We work to save their lives. To defend their rights. To keep them safe from harm. To give them a childhood in which they’re protected, healthy and educated. To give them a fair chance to fulfil their potential — so that someday, they can help build a better world. And we never give up. UNICEF, for every child. Read UNICEF’s Mission Statement here UNICEF Brand Book and Brand Manual Version 2.0 11 UNICEF in 60 words or less The following passages explain why UNICEF is for every child – for use in all materials, including print, digital and social media. Long form UNICEF works in some of the world’s toughest places, to reach the world’s most disadvantaged children. To save their lives. To defend their rights. To help them fulfil their potential. Across 190 countries and territories, we work for every child, everywhere, every day, to build a better world for everyone. And we never give up. UNICEF Brand Book and Brand Manual Version 2.0 Short forms UNICEF works in some of the world’s toughest places to save children’s lives. To defend their rights. To help them fulfil their potential. And we never give up. UNICEF, for every child. UNICEF works in 190 countries and territories to save children’s lives. To defend their rights. To help them fulfil their potential. And we never give up. UNICEF, for every child. UNICEF works relentlessly to save children’s lives, defend their rights and help them fulfil their potential. And we never give up. Read UNICEF Annual Report here Read Results for Every Child here 12 for every child, a childhood Why a new brand strategy? UNICEF – the United Nations Children’s Fund – is one of the world’s most trusted and respected organizations – and the leading organization for children. We are very well known by our name and our logo – with a global brand awareness of 93 per cent. These iconic assets evoke our status as the only children’s organization mandated by the United Nations General Assembly and the Convention on the Rights of the Child. But to increase our impact, we also need to be better known for our lifesaving, life-changing work for every child: UNICEF’s efforts on the ground in 190 countries and territories to defend the rights of every child and to drive change for the most disadvantaged, vulnerable and excluded children in every society. UNICEF Brand Book and Brand Manual Version 2.0 UNICEF’s new brand strategy powerfully conveys the essence of everything we do, instantly and consistently identifying UNICEF as the organization driving change for every child. We will measure our success in strengthening our brand against three key performance indicators: • UNICEF is immediately associated by the public with our relentless work for children, especially the most vulnerable • UNICEF is increasingly regarded as an effective organization that achieves results for children • UNICEF is building on its strong reputation as a trusted and credible organization that can be counted on to deliver As the new UNICEF Strategic Plan 2018–2021 makes clear, strengthening our brand is a key change strategy to deliver on our mission, in pursuit of our shared vision of a world in which the rights of every child are realized and every child has a fair chance in life. 13 The new brand strategy is also an integral element of the new Global Regulatory Framework, which supports better organization-wide coordination and consistency. Across our entire organization – in every office, every country, every region and every National Committee – we are one UNICEF, and we have one global brand. We are all responsible for delivering on our mission, and it is up to each of us to use the unique power of our brand to help drive change for every child. UNICEF’s new brand strategy was developed over an 18-month period in consultation with nearly 1,000 UNICEF and National Committee staff members. Their contributions helped make the brand strategy truly representative of our organization, reflecting the many facets of our work for every child. It was approved by UNICEF Executive Director Anthony Lake in May 2016. for every child, every right UNICEF Brand Book and Brand Manual Version 2.0 14 More than a tag line: UNICEF, for every child The Strategic Plan pursues a vision of realizing the rights of every child and does so by starting with the most deprived, because a focus on equity accelerates progress towards achieving the rights of all children. – UNICEF Strategic Plan 2018–2021 Like our Strategic Plan, UNICEF’s new brand strategy responds to the call of the 2030 Agenda to “leave no child behind” – supporting our equity focus, across our entire organization, to drive change for the most disadvantaged children. At the heart of the new brand strategy is the new brand signature, UNICEF, for every child. More than a tag line, it is the embodiment of UNICEF’s DNA, true to the purposes and principles of our founding more than 70 years ago and truly reflective of the changing, challenging environment in which we work today. ‘for every child’ echoes our universal mandate to protect the rights of children everywhere – and embodies our mission’s dictate to give greatest priority to the most disadvantaged children. It is a rallying cry for all of us, and for all those who share our vision of a world in which every child has a fair chance. UNICEF Brand Book and Brand Manual Version 2.0 The key to our new brand strategy is also its modularity. The brand statement, ‘for every child’ is just the first half. The second half includes the words that enable us to showcase the scope and scale of our work for children in 190 countries and territories … to illustrate the challenges they face … and to highlight the hopes we have for them. This modularity enables an almost infinite range of adaptability across all platforms and for all audiences – a critical capacity, given the magnitude of UNICEF’s programmes, operations and audiences around the world. As the visual guide following this section demonstrates, our new brand statement is complemented by our new visual signature, which includes compelling images of individual children in full colour, most often looking directly into the camera, framed or highlighted with UNICEF’s signature cyan blue. These elements are designed to create a more direct, immediate connection with viewers. Together, these mandatory, signature elements create a unified, unique brand presence that instantly identifies UNICEF – highlighting everything we do, in every country where we work. The examples included in this book – some already in use across our organization – illustrate the power of the new brand strategy. 15 Our brand principles 10 ways UNICEF’s new brand strategy supports our work for every child 1 I We are one UNICEF. From Uganda to Uzbekistan, from Uruguay to the United States, UNICEF is for every child. We have one global brand strategy that instantly identifies us, creating a powerful brand presence that evokes everything we do, across our entire organization. Read more about our brand repositioning here 2 I We are champions of children’s rights. UNICEF is the only organization mandated by the United Nations General Assembly and guided by the Convention on the Rights of the Child to promote the rights and well-being of children everywhere – and our brand strategy demonstrates this unique responsibility to every child. 6 I We are results-focused. UNICEF is on the ground, working with our partners every day to get things done for children – and our brand strategy demonstrates our daily hands-on efforts and the impact we are having on children’s lives. Read For every child, results here 7 I We are trusted. UNICEF has 70 years of experience working with our partners to save and improve the lives of children around the world – and our brand strategy emphasizes our expertise, projecting our confidence, competence, and capacity. Read For every child, hope: UNICEF @ 70 Read 25 Years of the Convention on the Rights of the Child here. 3 I We work for every child, everywhere. UNICEF has an unrivaled reach, on the ground in 190 countries and territories with a vast network of partners – and our brand strategy is designed to be adapted across the entire organization. 4 I We are child-focused. UNICEF puts children first – and our brand strategy always puts children front and centre: their faces, their situations, their stories. 8 I We engage and inspire. UNICEF never loses hope for the world’s children and our brand strategy always points to solutions, inviting others to join us in driving change for every child. 9 I We care. UNICEF believes that all children, whatever their circumstances, have the right to be treated with dignity and compassion – and our brand strategy embodies our respect, never portraying children as objects of pity, and always showing UNICEF’s concern for their well-being. Read about the Graphic visual guide here 5 I We are equity-focused. UNICEF’s mission is to reach every child, giving priority to the most disadvantaged children – and our brand strategy highlights the urgent challenges they face and our efforts to reach them. Read For every child, a fair chance: The promise of equity here UNICEF Brand Book and Brand Manual Version 2.0 10 I We never give up. UNICEF takes on the toughest challenges, working in some of the world’s toughest places – and our brand strategy highlights our relenteless determination to reach every child. 16 for every child, love UNICEF Brand Book and Brand Manual Version 2.0 17 for every child, safety UNICEF Brand Book and Brand Manual Version 2.0 18 for every child, clean water UNICEF Brand Book and Brand Manual Version 2.0 19 A true brand is alive, constantly evolving to meet the needs of changing times. While adopting these guidelines is mandatory – how you adapt our new brand strategy is up to you. Make it your own. for every child, _ _ _ _ _ _ _ _ UNICEF Brand Book and Brand Manual Version 2.0 20 Brand Manual HOW WE LOOK Graphic visual guide Across our entire organization, we have one mission – and one global brand strategy to help us achieve it. Part of the Global Regulatory Framework, UNICEF, for every child is designed to powerfully convey everything we do, in every country where we work, by every UNICEF team and National Committee. UNICEF Brand Book and Brand Manual Version 2.0 The graphic visual guide provides direction on the key graphic elements of the new brand strategy. It also includes guidance across multiple brand touchpoints. The next phase will include a full fundraising toolkit and guidance on editorial. 21 Our visual identity UNICEF’s visual identity comprises a set of iconic elements that make us immediately recognizable. Our logo signature Our logo and tag line must remain consistent and have a strong presence. Our colour We are proudly UNICEF Blue and show it in everything we do. for every child, a childhood Our brand statement Our brand statement ‘for every child’ introduces a topic. Our font Our official font is Univers LT Pro and we should use this whenever possible. UNICEF Brand Book and Brand Manual Version 2.0 22 Logo signature The combination of the UNICEF logo and tag line makes up our complete signature. Logo Tag line Logo signature UNICEF Brand Book and Brand Manual Version 2.0 23 Logo signature Our logo must be applied consistently to all our UNICEF projects for global visual recognition. HORIZONTAL LOGO The stand-alone logo is only used in cases where size becomes an issue for legibility, and in partnership contexts. VERTICAL LOGO DO NOT USE OLD OR INCORRECT LOGO VERSIONS UNICEF Brand Book and Brand Manual Version 2.0 24 Logo signature The ideal treatment for our logo is inside a cyan container . This helps reinforce the relationship between our logo and our brand colour and enhances legibility when placed over photographs and graphics. Recommended version Logo signature aligned from bottom of container suitable to be anchored at the top right corner. (see next page) Alternative versions Logo signature aligned from top of container Logo signature centred in container UNICEF Brand Book and Brand Manual Version 2.0 Logo signature centred in short container Horizontal logo signature centred in container Logo signature centred in circular container 25 Logo signature These are the ideal placements for the cyan container logos when being used in design collateral. These placements enhance consistency and legibility, especially when placed over images and graphics. Recommended use Alternative use Recommended placement These guidelines apply to different formats (portrait, landscape, square, etc.). (Logo anchored on top right corner) Recommended placement Recommended placement Recommended placement (Logo anchored on top right corner) (Logo anchored on bottom right corner) (Logo anchored on top right corner) UNICEF Brand Book and Brand Manual Version 2.0 26 Logo signature EXAMPLES IN OTHER LANGUAGES FRENCH SPANISH RUSSIAN ARABIC COUNTRY SIGNATURES ARGENTINA UNICEF Brand Book and Brand Manual Version 2.0 27 Colour We are proudly UNICEF blue. We show it in everything we do; behind our logo, on signature images and when working in the field. UNICEF blue (cyan 100%) is how we are instantly recognized. UNICEF blue PANTONE® Process Cyan CMYK C100 / M0 / Y0 / K0 RGB R0 / G174 / B239 HEX/WEB 1CABE2 UNICEF Brand Book and Brand Manual Version 2.0 28 Colour Applying a bluewash effect to some of our images visually reinforces our focus on every child, symbolizing UNICEF’s presence and capacity to act on behalf of children everywhere. This visual treatment is a special effect we encourage you to apply when appropriate to emphasize brand, the child and our staff. We use a bluewash over the image but leave the subject in full colour to emphasize the focus on the subject. See library of images here UNICEF Brand Book and Brand Manual Version 2.0 See how to apply bluewash here 29 Colour – Secondary While our primary colour is UNICEF blue, we also use a selection of secondary colours to support our design and messaging, and to complement our use of UNICEF Blue and logo containers. PANTONE® 356 C97/M22/Y100/K9 R0/G131/B62 00833D PANTONE® 376 C55/M3/Y100/K0 R128/G189/B65 80BD41 PANTONE® 7548 C0/M25/Y100/K0 R255/G194/B14 FFC20E PANTONE® 1505 C0/M72/Y100/K0 R242/G106/B33 F26A21 PANTONE® 485 C5/M100/Y100/K0 R226/G35/B26 E2231A Secondary colours are useful in special situations such as emergency responses, calls to action, text boxes in reports and presentations, containers around statements in social media and digital posts, and graphic treatments such as infographics and backgrounds. PANTONE® 221 C31/M100/Y53/K20 R150/G26/B73 961A49 PANTONE® 2613 C70/M100/Y20/K7 R107/G30/B116 6A1E74 PANTONE® Warm Grey 1 C14/M14/Y17/K0 R216/G209/B202 D8D1C9 PANTONE® Cool Grey 9 C55/M47/Y44/K10 R119/G119/B122 777779 PANTONE® Black C63/M62/Y59/K94 R45/G41/B38 2D2926 PANTONE® 7685 C90/M80/Y0/K0 R55/G78/B162 374EA2 SAMPLES SOUTH SUDAN FAMINE 1 MILLION MALNOURISHED CHILDREN Social media post with busy background UNICEF Brand Book and Brand Manual Version 2.0 Campaign assets using photography Campaign assets using graphics Urgent announcements using black as a background colour 30 Fonts RECOMMENDED Univers LT Pro is the font of our logo and the primary typeface used by our brand. It should be used wherever possible; we encourage UNICEF offices to acquire the font for ongoing use. Univers LT Pro Light Light Oblique Roman Roman Oblique Bold Bold Oblique Black Black Oblique ALTERNATIVES Arial can be used when Univers is not available. Arial Aleo can be used where a serif font is needed to highlight content, such as pull-out quotes. Aleo UNICEF Brand Book and Brand Manual Version 2.0 Regular Italic Bold Bold Italic Regular Bold 31 Brand statement STANDARD TYPE-SIZE SHIFT BAR CONTAINER for every child, results for every child, for every child, results The brand statement can be featured in one line or stacked on multiple lines, but ‘for every child’ should always remain on the same line. A type-size shift can be used to highlight the focus word(s). A bar container can be used to highlight the focus word(s). This is most suitable for social media and digital use. FOR EVERY CHILD, RESULTS FOR EVERY CHILD, FOR EVERY CHILD, RESULTS for every child, results When suitable, the brand statement can be written in caps. Avoid using a mixture of lower and uppercase in the same statement. UNICEF Brand Book and Brand Manual Version 2.0 results RESULTS 32 Dos and don’ts for every child, a childhood for every child, a childhood do • Anchor logo signature container at the top right corner. • Centre Brand statement in Univers LT Pro bold Use photo in original colours (if not using bluewash treatment) for every child, a childhood for every child, a childhood x • for every child, a childhood don’t • Floating container • Logo signature container over the child • Brand statement in a font other than Univers LT Pro • Brand statement in a colour other than white • Break the ‘for every child’ in Brand statement • Completely bluewashed image • Brand statement over face of child or logo UNICEF Brand Book and Brand Manual Version 2.0 33 Publications UNICEF Brand Book and Brand Manual Version 2.0 34 From flagship reports and major global publications to series and one-off editions or brochures, UNICEF’s published works are unified by the consistent use of our logo, typefaces, colour palette and images. Applying our brand guidelines when developing covers, layouts, infographics and data visualizations is key to ensuring that our publications support the visual signature of our brand identity. Covers Publication covers are essential to our distinctive visual brand. Consistency in the use of photography, colours, typography and the UNICEF logo on every cover helps us build a unified body of published works. Ideally, all publication covers should feature a single, strong photograph, placed as a full bleed image (extending to all four sides of the cover). A good cover conveys a strong message through its simplicity. Occasionally more than one photograph may be preferred, but the use of collages, mosaics, or photomontages is to be avoided. A single, UNICEF-branded bluewash image is preferred for flagship reports, campaign-related publications, and other publications showcasing UNICEF’s intellectual leadership. Titles and any subtitles or series titles should use the Univers font, in Light, Roman or Bold weights; in UPPER CASE or Title Case, with subtitles in Sentence case. When using a bluewash photo or cyan background, all text should be in white. In other cases, UNICEF blue may be preferred for cover text. All covers should prominently feature the UNICEF logo and tagline, ideally using a white logo and tagline inside a cyan container. This may be placed at the top or bottom of the cover. UNICEF Brand Book and Brand Manual Version 2.0 35 Back covers Publications with an ISBN should include this on the back cover as well, with an optional barcode added for printed works that will require external distribution services. Back covers should feature the UNICEF logo, contact information for the section producing the work, copyright information, and other identifying information (such as the International Standard Book Number), as appropriate. The ‘for every child’ manifesto can also be featured on the back cover or inside back cover, in white text on a UNICEF blue background or blue text on a white background. The correct copyright notice for UNICEF publications should read: © United Nations Children’s Fund (UNICEF) [month and year of publication] For ever y child Whoever she is. For ever y child Whoever she is. Wherever he lives. Wherever he lives. Ever y child deser ves a childhood. Ever y child deser ves a childhood. A future. A fair chance. That ’s why UNICEF is there. For each and ever y child. A future. A fair chance. That ’s why UNICEF is there. Working day in and day out. For each and ever y child. In 190 countries and territories. Working day in and day out. Reaching the hardest to reach. The fur thest from help. In 190 countries and territories. The most lef t behind. Reaching the hardest to reach. The most excluded. The fur thest from help. It ’s why we stay to the end. The most lef t behind. And never give up. The most excluded. It ’s why we stay to the end. And never give up. UNICEF Brand Book and Brand Manual Version 2.0 36 Interior design Wherever possible, all publications should be designed by a professional graphic designer or company, using the main UNICEF font, Univers Pro, for all body text and headings. Designers must be provided with the colour palette and logos in all language versions that they will be creating. Publication series To unify editions that form part of a publication series, additional title information, such as series title, year or place of publication, can be included on the cover or below the logo. Other colours from the UNICEF palette, including tints of UNICEF blue, may also be introduced conservatively to identify specific series. UNICEF Brand Book and Brand Manual Version 2.0 Our primary colour, UNICEF blue (cyan), should be featured predominantly throughout our publications. UNICEF blue can be complemented by other colours from our secondary palette when designing infographics, data visualizations and other design elements used within publications. 37 Video UNICEF Brand Book and Brand Manual Version 2.0 38 On-screen elements guide UNICEF produces powerful videos that highlight the range of our work, provoke debate, and inspire engagement and support for our work. As with all branded products, videos should be consistent with the brand guidelines and support our brand identity. Subtitles - Subtitles should be in white with a slight black outline in Roboto Medium at size 90 in Adobe Premiere. To increase legibility, apply a foreground to transparent linear black gradient behind the text. Roboto fonts and Black Gradient included in Toolkit Lower Thirds - Lower thirds should consist of the person’s name in Roboto Medium Uppercase and, below it, the person’s title in Roboto Light Lower Case. If the person featured in the video is a child, then their title should almost always be their age (e.g. “13 years old”). Children are normally only identified by their FIRST NAME. UNICEF Brand Book and Brand Manual Version 2.0 Font sizes are not prescribed but rather left at the discretion of the editor to ensure aesthetics. It is recommended that the font size of the person’s title be substantially smaller than their name. The lower third should be in white without an outline, unless the color of the background renders a thin black outline necessary. Informational / floating text - Informational text refers to text slates offering information about the story. The prescribed font is Roboto Medium, size 100, in white or UNICEF blue. For emphasis or if the background shot renders text unreadable you may choose to highlight words and phrases with a blue background strip. Strip can also be animated. 39 Always use UNICEF blue HEX Color #03B6F0. On certain occasions, font size can be adjusted to avoid covering important elements of a moving image, including a face or other important visuals that help tell the story. Closing - The video should end with the UNICEF video end tags appearing over a black screen. The transition from the final shot of the video to the UNICEF end tag is at the editor’s discretion. All the endtags included in Adobe Premier toolkit Project UNICEF Brand Book and Brand Manual Version 2.0 40 Deliverables / Naming & titling protocol Please provide all below files and name them exactly as described: Video files per below: Paperwork files per below: • Location of Shoot_Subject of Shoot_MIX_HD (this is your final edit with music, titles, sound all mixed down) • Location of Shoot_Subject of Shoot_MIX_ transcript (this is the detailed transcript of your final edit) • Location of Shoot_Subject of Shoot__INT_HD (this is your final edit with split channel sound – interviews, natural sound, music all in separate trucks - NO subtitles NO on-screen text) • Location of Shoot_Subject of Shoot__BROLL_Shotlist (this is your shotlist of every take used / please include timecodes next to each new take / please include a short description of the storyline) • Location of Shoot_Subject of Shoot__BROLL_HD (this is the extended 8-10 min footage used in your edit, please include natural sounds on every take) • Location of Shoot_Subject of Shoot_INTERVIEW_X_Transcript this is the full transcript of the interview(s) / please include name and title of person interviewed) • Location of Shoot_Subject of Shoot _INTERVIEW_X (this is the extended version of every interview that was used in your edit / where X please replace with name of person on screen) Sending files via the web Here are a few popular ftp applications. REMINDER: All of the above edits (files) should be exported as H.264 (mp4) 1080 HD https://filezilla-project.org https://cyberduck.io http://panic.com/transmit Web Based File Transfer Services As an alternative option you can use your browser to transfer files. www.wetransfer.com www.dropbox.com UNICEF Brand Book and Brand Manual Version 2.0 41 Photography UNICEF Brand Book and Brand Manual Version 2.0 42 © UNICEF/UN0144599/Brown © UNICEF/UN0119963/Brown Since our founding in 1946, UNICEF’s brand identity has been represented powerfully through photography of children. Putting children at the centre of everything we do includes using their images to tell their stories – and ours. The essential contextual element in the photography is the inherent dignity of all children, including when they are in distress or in need of special protection. To the extent possible, imagery should capture the dignity of the subject and maintain alignment with UNICEF’s values. © UNICEF/UNI174109/Hallahan © UNICEF/UNI193944/El Baba UNICEF Brand Book and Brand Manual Version 2.0 © UNICEF/UN057347/Almang 43 Dos and don’ts Do Don’t x • DO represent children in a dignified, respectful manner. Children are never hopeless, nor are they passive victims. Our images convey a spirit of respect and optimism that reflects UNICEF’s core vision, mission and values. See more here. • DON’T manipulate, add or remove content to change the meaning the photo conveys. No composite photographs. Photographs may be cropped, and photographs may be flipped as long as there is no writing in the photograph. See more here. • DO embrace diversity and inclusion, featuring children from all backgrounds, including children with disabilities, and maintaining a balance of gender and cultural identifications. Avoid stereotypes. See more here. • DON’T use photographs for commercial purposes. See more here. Photographs are reserved for use by UNICEF and our partners to promote, advance and defend the rights of children. See more here. • DO protect the identities of children who are victims of sexual exploitation and those charged with or convicted of a crime. Protect the identities of any children if being identified puts them at risk of reprisal. See more here. • DO use lead ‘iconic’ photographs that are consistent with both the real context in which the image was made -- whether positive or negative, general or specific -- and the content it supports. Accompanying text should be consistent with both the context and content of the photograph. See more here. • DO obtain informed consent, and use written releases as possible. See more here. Use credit lines for photographs, e.g., © UNICEF/ UN062441/LeMoyne. UNICEF Brand Book and Brand Manual Version 2.0 44 Social Media UNICEF Brand Book and Brand Manual Version 2.0 45 Best practices for social media posts UNICEF’s social media presence powerfully conveys our work to reach every child in a way that encourages sharing and engagement by our supporters. Social media posts should be developed following all brand guidelines. Visually led Story and character driven Use high-quality and compelling images, ideally focused on an individual(s). Feature a compelling narrative. Focus on a ‘hero’ character who is facing a challenge. Emotion Newsworthy Speak like a real person Sharability and relatability Would someone not employed by the United Nations say this? Content that evokes positive or negative emotion is the most engaging and sharable. Feature content that is in the news or being talked about. Join a conversation that’s already happening in the news/social media and be present for subsequent dialogue. People share social media content that they love or agree with, are shocked or surprised by. see info on digital labs here UNICEF Brand Book and Brand Manual Version 2.0 46 Qualities of top performing posts Top performing social media posts encompass a wide range of content, but certain qualities tend to drive traffic. These include: 1. A positive tone 3. Features a bold statement UNICEF Brand Book and Brand Manual Version 2.0 4. Content is newsworthy or topical 2. The individual is camera facing 5. Content is emotional 47 Dos and don’ts x Don’t Nearly 1 in 200 children are refugees Don’t cover individuals in photos with logo or text Don’t cover more than 20 % of a photo with text. The asset will underperform on platforms such as Facebook. #foreverychild #foreverychild #foreverychild Do Do feature images with no overlaying copy so that the image is not obscured. UNICEF Brand Book and Brand Manual Version 2.0 Do use the #foreverychild hashtag in caption when appropriate. Do feature the image copyright on every asset. Keep it very small but still legible. 48 Social media profiles YouTube for every child, hope Twitter Cover image Profile image for every child, hope Cover image Profile image LinkedIn for every child, hope Facebook Cover image When possible, display a current UNICEF campaign (e.g., #childrenuprooted, #earlymomentsmatter, #endviolence, etc.). If there is no active campaign, use brand image (as displayed). Profile image UNICEF/for every child logo lock-up in white on cyan background. “for every child” can be translated into the language predominantly used in your market or region, using the downloadable Photoshop template. See templates for cover and profile images here UNICEF Brand Book and Brand Manual Version 2.0 Cover image Profile image Instagram Profile image 49 Social media posts examples For photos and videos Photo Photo It is not necessary to feature the UNICEF logo in posts, as it is seen in the profile image. A CHILD IS A CHILD It is encouraged to feature the brand statement in caption: #foreverychild See Page 29 for a guide to secondary colors. Video Photo A quote asset featuring a bluewashed image. The logo signature UNICEF | for every child should appear on the end frame of all videos. Animated logo assets can be found here. UNICEF Brand Book and Brand Manual Version 2.0 50 Social media posts examples For text, infographics and factographs Factograph It is recommended to use photographs in posts, as they perform best. Nearly 1 in 200 children are refugees If a strong image is not available, or if there is a lot of copy, use a UNICEF brand color as a solid background. See Page 27 for a guide to brand colors. Infographic UNICEF Brand Book and Brand Manual Version 2.0 Text 51 Messaging categories Brand / general Quote for every child, a fair chance Facts and figures Emergencies and fundraising “ MALNUTRITION IS A SILENT THREAT. Nearly 1 in 200 children are refugees UNICEF Brand Book and Brand Manual Version 2.0 Anthony Lake UNICEF Executive Direcctor For very urgent announcements, you can choose black as an alternative background color, and red to highlight certain words. Only use these every once in a while! 52 Web UNICEF Brand Book and Brand Manual Version 2.0 53 This section provides an overview of the new UNICEF.org platform, including the global site, regional and country office sites, and all sites that live within the new content management system. This also provides guidance on best-practices for sites being built outside the UNICEF.org platform. Logo Signature On global sites, the UNICEF logo signature is placed consistently on the upper left (or upper right in languages that read right-to-left). On regional, country, or campaign sites, the logo lockup will include the logo signature along with the name of the country, region, or campaign. This logo lockup is automatic in the new UNICEF.org platform, and recommended for any subsite built outside of the microsite system. UNICEF Brand Book and Brand Manual Version 2.0 54 Brand photography on the website Photography is, literally, the ‘hero’ of the new site. Most templates feature a large hero image area the top of the page, including landing pages, and content pages, such as articles and programmatic content. The use of bluewash photos is recommended on high profile pages that showcase UNICEF’s work at large. These types of pages are generally landing pages—found in the top navigation—or pages built for specific branded campaigns or initiatives. Once you get a little deeper in the site and the content becomes more specific to a program, topic, or story, we recommend using representative photography that illustrates the context of the page’s program, topic, or story. When using photography below the hero area, no matter what type of page, it is recommended that that UNICEF’s representative photography be used, rather than a bluewashed photo. UNICEF Brand Book and Brand Manual Version 2.0 55 Slide Presentations and Stationery UNICEF Brand Book and Brand Manual Version 2.0 56 Slide presentations and stationery play an important role in reinforcing UNICEF’s brand identity. The use of these templates and the adaptation of these examples is recommended, especially when recognizing or facing external audiences. Bulletin template Letterhead template Thank you Ms PLEDGE DONOR 1 best supporter Avenue 10000 UNICEFLAND PowerPoint Presentation template See templates here UNICEF Brand Book and Brand Manual Version 2.0 Thank you / welcome package Business card template Branded Material and Signage 58 Best practice for branded material and signage • Branded signage should be kept as simple as possible. • Bluewash images are preferred for branded material. • Any text should just be limited to a clear brand statement or a minimal call to action. • Use a large container logo over images. Use block blue if just displaying a UNICEF logo or Partner logos in your signage. • Be sure to use photographs that have a high-enough resolution for the final artwork size so your image is sharp. Conference room wall decal UNICEF Brand Book and Brand Manual Version 2.0 Window display 59 Retractable banners eduaction Posters UNICEF Brand Book and Brand Manual Version 2.0 See templates here 60 Campaigns UNICEF Brand Book and Brand Manual Version 2.0 61 Campaigns National and global campaigns should also be developed using the guiding principles provided throughout the brand book, as well as assets available on our ICON and WeShare pages. The Children Uprooted campaign is a good example of an on-brand. Campaign elements from Children Uprooted: Out-of-home advocacy UNICEF Brand Book and Brand Manual Version 2.0 Poster / Social media post 62 Poster / Social media post Out-of-home advocacy Facebook cover photo #ACHILDISACHILD NO MATTER WHAT UNICEF Brand Book and Brand Manual Version 2.0 63 Photo credits Cover I © UNICEF/2016/Lister In 2016, a girl from Merih Senay primary school in Tigray, Ethiopia, attends a UNICEF Child Friendly Space for children displaced by drought. Page 10 I © UNICEF/UN043576/Lister In 2016, Thi Binh sits with her brother in Hua Ngai Commune in Viet Nam. They both attend Hua Ngai Primary School, built in the commune to give remote villages and ethnic minorities access to quality education. Page 2 I © UNICEF/UN069007/Abimeri In 2013, UNICEF’s Abed Elmajeed Noaimi lifts a Syrian refugee boy in Za’atari refugee camp, Jordan. Page 11 I © UNICEF/UNI134411/Sokol In 2012, a team of measles and rubella vaccinators use a hand-drawn ferry to transport a jeep across an icy body of water in Mongolia. Page 3 I © UNICEF/UN074437/Dormino In 2012, abandoned by her mother, Maria Luisa stands near a window in a residential care centre in Panama Province, Panama. Page 12 I © UNICEF/UN074373/Kljajo In 2016, Lara, a refugee from the Syrian Arab Republic on the move to Germany, stands in front of a train in Croatia. Page 4 I © UNICEF/UN074420/Knowles-Coursin In 2017, a student writes on the chalkboard of his classroom in Galkayo, Somalia. Page 13 I © UNICEF/UN074457/Gilbertson VII Photo In 2015, volunteer Kinan Kadouni, and the boy he is carrying, both refugees from the Syrian Arab Republic, laugh amid other newly arrived refugees in Greece. Page 5 I © UNICEF/UN074428/Haviv In 2005, girls leave a camp for displaced people to gather firewood in Darfur, Sudan. Page 16 I © UNICEF/UN074383/Zehbrauska In 2016, Douglas Neftali holds his infant son Santiago in El Salvador. Page 9 I © UNICEF/UN074393/Al-Issa In 2017, in the Syrian Arab Republic, Saja, 13, plays with her football. She lost her leg in an attack two years ago. Page 17 I © UNICEF/UN074434/Kamber In 2017, a four-year-old boy stands in the charcoal production yard where his mother works in the Côte d’Ivoire. If you have any questions about this document, please contact the brand help desk: brand@unicef.org For access to brand guidance, resources and assets, please visit the ICON page. UNICEF Brand Book and Brand Manual Version 2.0 Page 18 I © UNICEF/UN043450/Lister In 2016, Ainazik, 5, washes her hands in Kyrgyzstan. Page 19 I © UNICEF/UN074454/Panday In 2015, mothers wait to immunize their under-five children in Gorkha District, the epicentre of the earthquake in Nepal. Page 28 I © UNICEF/UN03520/Takyo In 2015, a toddler is screened for malnutrition in Ghana. Page 28 I © UNICEF/UN071861/Al-Issa In 2016, in western Aleppo, (left) UNICEF Representative in the Syrian Arab Republic Hanaa Singer meets with a woman and child displaced by recent attacks and fighting. Page 28 I © UNICEF/UN043576/Lister In 2016, Thi Binh sits with her brother in Hua Ngai Commune in Viet Nam. 64 Prepared by the Brand Section, Division of Communication UNICEF 3 United Nations Plaza New York, NY 10017, USA brand@unicef.org www.unicef.org © United Nations Children’s Fund (UNICEF) December 2017 UNICEF Brand Book and Brand Manual Version 2.0
