JOIN US. END IT. Brand guidelines January 2021 - Frontline AIDS
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JOIN US. END IT. Brand guidelines January 2021
CONTENTS
This document defines one of our 07 OUR BRAND UPFRONT 14 BRAND ASSETS 66 PARTNERSHPS
most important assets – our brand.
08 Our brand strategy 15 Brand toolkit 47 Photography 67 Our partner stamp
Our brand is the foundation of our 09 Our vision 48 Overview 68 When to use
thinking, philosophy and what we 10 Our brand narrative 16 Our logo 49 Photography style the partner stamp
11 Our boilerplate 17 Primary & secondary 50 Photography content 69 Dos & Don'ts
stand for. It is more than simply a
12 Our strapline 18 Logo colourways 51 Watchouts
logo or symbol, it is the decisions we
13 Our brand values 19 Sizing & clearspace 52 Leading with photography 70 Visual frame
make and how we present ourselves 20 Logo positioning 53 'Hidden' frame
to the outside world. It is embodied 21 Logo usage 71 TONE OF VOICE
in how we behave, as well as how we 22 Using our strapline 54 Illustration
communicate. It is everything we are 23 Strapline in action 55 Illustration style 72 Our writing principles
and everything we do. 24 Watchouts 56 Creating our illustrations 72 Straight-talking
57 Illustration application 73 Confident
25 Our symbol 58 Impact illustrations 74 Urgent
26 Sizing & clearspace 59 Hand drawn graphics 75 Empowering
27 Symbol usage 60 Infographics 76 Provocative
28 Symbol & photography 61 Character illustrations
30 Watchouts 64 Patterns
77 BRINGING IT ALL TOGETHER
31 Activism for everyone 65 Do's & don'ts
78 A quick recap
32 Colour
33 Colour palette
79 Examples we love
34 Colour usage
80 Advertising
35 Tints
82 Digital
36 Secondary palette
83 Social media
84 Event collateral
37 Typography
85 Leaflets
38 Headline typeface
86 Reports
39 Body copy typeface
87 Stationery & email
40 Principles
88 Presentations
41 Headlines
42 Headlines & colour
43 Creative headlines 89 GET IN TOUCH
44 Typographic hierarchy
Frontline AIDS
Brand guidelines 2
WE ARE HERE,
ON THE
FRONTLINE
AGAINST
PERSECUTION
WE ARE HERE,
ON THE
FRONTLINE
OF TRUTH
Frontline AIDS
Brand guidelines 3
WE ARE HERE, WE ARE HERE, ON THE ON THE FRONTLINE FRONTLINE OF SEXUAL AGAINST HEALTH DISCRIMINATION Frontline AIDS Brand guidelines 4
WE ARE HERE, WE ARE HERE, ON THE ON THE FRONTLINE FRONTLINE OF EQUALITY AGAINST HATE Frontline AIDS Brand guidelines 5
WE ARE
FRONTLINE
AIDS
Frontline AIDS
Brand guidelines 6
OUR BRAND Every brand that changes the world
UPFRONT starts from a strong foundation.
This is ours.
Our beliefs are fundamental, everyone
08 Our brand strategy who works with us must align to these:
09 Our vision
10 Our brand narrative 1. The lives of all human beings
are of equal value
11 Our boilerplate
12 Our strapline
2. Everyone has the right to access
13 Our brand values the HIV information and services
they need for a healthy life
BECAUSE
WE ARE
HUMAN
Frontline AIDS
Brand guidelines 7
OUR BRAND
UPFRONT
OUR BRAND
STRATEGY
08 Our brand strategy This is the core of Frontline AIDS –
09 Our vision
10 Our brand narrative
how we articulate our reason
for being, the change we want Our purpose We exist because the most marginalised people
demand innovation to create a future free from AIDS.
11 Our boilerplate to see in the world, and how
12 Our strapline we’re going to achieve it.
13 Our brand values
Our proposition We are a global movement igniting innovations that
break through social, political and legal barriers that
stand in the way of a future free from AIDS.
Our proof points We draw on 25 years proven experience working with
marginalised populations, to solve the toughest challenges
that are too often avoided and ignored.
We act as one globally diverse movement of people and
organisations to deliver proven locally relevant innovations
at scale, reaching those too often excluded.
Our dynamism is our power
We constantly rethink what we do and challenge
ourselves and our partners to do things differently.
Frontline AIDS
Brand guidelines 8
OUR BRAND
UPFRONT
OUR VISION
WE WANT A FUTURE
08 Our brand strategy These messages introduce us to
09 Our vision our audiences, giving them clarity
10 Our brand narrative of why we’re here and the confidence
FREE FROM AIDS FOR
11 Our boilerplate in what we do.
12 Our strapline
13 Our brand values
EVERYONE, EVERYWHERE.
Why we exist Around the world millions of people are denied HIV
prevention, testing, treatment and care simply because
of who they are and where they live. As a result, 1.7 million
people were infected with HIV in 2019 and 690,000 died of
AIDS-related illness.
What we do Frontline AIDS works to break down the social, political and
legal barriers that marginalised people face and stand in the
way of the end of AIDS.
How we work We work with partners on the frontline, innovating together
to create a future free from AIDS.
Frontline AIDS
Brand guidelines 9
OUR BRAND
UPFRONT
OUR BRAND
NARRATIVE
AIDS is done.
08 Our brand strategy Here’s the real story. We’ve got stuck. Focus, time and money Become not just an alliance of the right minded but a
09 Our vision are being shifted away from AIDS. We’ve all been guilty of movement open to all – and their ideas, energy. Seek new
wishful thinking, looking at targets like they’re the same as collaborations and the technology to connect people to
It will be gone
10 Our brand narrative
11 Our boilerplate the truth. innovative approaches – which join together the political,
social, economic, legal and medical. Because no one person
by 2030. Easy.
12 Our strapline
13 Our brand values We’re losing this fight. Again. It’s a crisis. Again. The epidemic or organisation can end AIDS alone.
hasn’t gone away. AIDS isn’t done. It’s evolving. And the world
isn’t keeping up. Become a movement that is global, national, local and multi-
directional in how it thinks and acts. That changes as the
Wrong. Right now, the epidemic is spiking amongst people in
societies around the world with the least power, those whose
epidemic changes. An organisation that speaks the truth. That
will go where others fear. That will amplify the voices that
voices the world continually ignores, are stigmatised and people already have. That will push every boundary until it
marginalised just because of who they are. If we don’t act fast yields, fuelling a future free from AIDS.
– if we don’t act now – more people will be infected and die.
It’s as simple as that. Our dynamism is our power. We will bring together a
diversity of people and ideas across social and geographic
We’ve been on the frontline of the world’s response to AIDS boundaries. Because through our movement we will make
for 25 years now. We were there before most others. We the world better.
have the credibility to be listened to, the history to change
the future. We can’t step aside. So we need to make a leap. It’s time to rage. It’s time to change. It’s time to get smart. It’s
Break free of the thinking, the language, the actions that were time to up our game, get back on track. It’s time to end this
once effective but are now holding us back. Shake up the epidemic forever.
complacent consensus in our sector. Make some noise. Rattle
some cages. Light some fires. Together we are greater than AIDS.
Frontline AIDS
Brand guidelines 10OUR BRAND
UPFRONT
OUR BOILERPLATE
08 Our brand strategy When the new brand messages are
09 Our vision combined, they provide a new boilerplate Frontline AIDS wants a future free from AIDS for
10 Our brand narrative description of Frontline AIDS.
11 Our boilerplate
When using the boilerplate in a publication
everyone, everywhere. Around the world, millions
12 Our strapline
13 Our brand values or other communication material, make
sure the figures about new HIV infections
of people are denied HIV prevention, testing,
and AIDS-related deaths reflect the
most recent data available. treatment and care simply because of who they
are and where they live.
As a result, 1.7 million people were infected
with HIV in 2019 and 690,000 died of
AIDS-related illness.
Together with partners on the frontline, we
work to break down the social, political and
legal barriers that marginalised people face,
and innovate to create a future free from AIDS.
Frontline AIDS
Brand guidelines 11OUR BRAND
UPFRONT
OUR STRAPLINE
08 Our brand strategy An active and energising statement, our
09 Our vision strapline acts as a rallying cry that invites
10 Our brand narrative everyone everywhere – partners, individuals,
11 Our boilerplate donors – to become our partners by joining
12 Our strapline the movement to end AIDS forever.
13 Our brand values
JOIN US. END IT.
Frontline AIDS
Brand guidelines 12OUR BRAND
UPFRONT
OUR BRAND
VALUES
08 Our brand strategy Our values are embedded in
INSIGHTFUL
09 Our vision our culture and inform how Insight fuels innovation. We’re always looking beyond the
10 Our brand narrative we behave. They underpin obvious to uncover the human truth that unlocks the best
11 Our boilerplate our purpose. solution. We act on our insights and make sure they reflect
12 Our strapline the real story.
13 Our brand values
CHALLENGING
We never give up, never taking no for an answer. We
ceaselessly pursue the truth and the best outcome. We
constantly challenge ourselves and our partners to deliver
better solutions.
FAST
Every moment counts. To keep pace we must keep close,
knowing what’s happening now and what’s coming next.
We don’t hold on to old ideas that perpetuate outdated
approaches.
COURAGEOUS
We won’t be intimidated or disheartened, no matter what
barriers stand in our way. We face our fears to be the voice
for those who can’t be heard. We know when we have to lead
and when we must support others to do so.
SOLIDARITY
As a global partnership, we act and think in solidarity with
each other. We acknowledge our shared values and we take
action jointly. This binds us together in a unique collective. We
look out for one another and lend our support when needed.
Frontline AIDS
Brand guidelines 13BRAND ASSETS A burst of energy, ideas and creativity. That’s
what Frontline AIDS is – and that’s what our
brand reflects and radiates out to the world.
All the elements that make up our identity
– our logo, typography, colour palette,
photography, illustration style and tone of
15 Brand toolkit voice – have been designed to grab attention,
16 Our logo insist that there’s no ignoring us or AIDS.
25 Our symbol
32 Colour Dynamic and powerful, bright and bold, the
37 Typography way we look strikes a balance between the
47 Photography optimistic and the hard-hitting. We can be
54 Illustration
upbeat and challenging, truthful and realistic,
serious and sensitive. And through us, people
will start to see the real story of AIDS.
OUR
DYNAMISM
IS OUR
POWER
Frontline AIDS
Brand guidelines 14BRAND ASSETS
BRAND
TOOLKIT
15 Brand toolkit Our brand consists of a number of visual
Logo and symbol page 18 Typography page 39
16 Our logo assets. In isolation they have individual
25 Our symbol meaning but together they create engaging
and recognisable communications.
CAN
YOU SEE
SEE THE
REAL
32 Colour
WHAT THE STORY
WORLD OF AIDS
CAN’T
37 Typography
Some of our brand assets have fixed
SEX
?
47 Photography
MOTHER
54 Illustration
rules around them. Others have a more
flexible interpretation, allowing us to design WORKER
communications tailored for all audiences.
Colour palette page 35 Photography page 46
F Fa
Typefaces page 39 Illustration page 53
Fixed brand assets Flexible brand assets
These assets have fixed rules and should be Typography, photography and illustration
used consistently on Frontline AIDS materials. has more flexible guidance to allow for
tailored messaging and communications.
Frontline AIDS
Brand guidelines 15Our logo
BRAND ASSETS
TAKING
A STAND
15 Brand toolkit Our logo has to do many things. Stand out.
16 Our logo Show that we’re a human-focused organisation,
17 Primary & secondary and one that does innovative things too.
18 Logo colourways That’s why we’ve gone for a combination of
19 Sizing & clearspace a wordmark and a symbol – we can convey
20 Logo positioning multiple ideas through it at once.
21 Logo usage
The wordmark captures the spirit, immediacy
22 Using our strapline
and directness of art, campaigning and protest
23 Strapline in action
when the first wave of AIDS activism was at
24 Watchouts
its loudest, taking inspiration from signs and
25 Our symbol
messages seen on placards at the time.
32 Colour The lettering is set tightly, giving the mark
37 Typography strength and authority. And the individual
47 Photography letters themselves have their own quirks,
54 Illustration a nod to the knowledge that we work with
individuals and communities with their
own unique characteristics.
There’s also an equal weighting between the
thickness of the letters, and the lines that make
up the symbol, but a contrast between the
straight lines of the former and the curves of
the latter. That says we can do analysis and
creativity – both needed if we want to come
up with the ideas to end the epidemic.
Our symbol is always on the right of the logo,
and the text is right-aligned too. Together this
gives a sense of Frontline AIDS moving forward,
ready to embrace its partners, and tackle the
next issue with open arms. (You can find out
more about the symbol on page 30.) And by
putting everything in black, we have stature
and gravitas.
All of which adds up to a logo which is loud,
Frontline AIDS unapologetic and something to be proud of.
Brand guidelines 16Our logo
BRAND ASSETS
PRIMARY
15 Brand toolkit Our primary logo should always be the first Primary logo
16 Our logo choice on communication material.
17 Primary & secondary It's important that we apply this logo
18 Logo colourways consistently to keep our strong brand
19 Sizing & clearspace presence intact.
20 Logo positioning
21 Logo usage
22 Using our strapline
23 Strapline in action
24 Watchouts
25 Our symbol
32 Colour
37 Typography
Wordmark Symbol
47 Photography
54 Illustration
SECONDARY ALTERNATIVE Secondary logo
We also have a secondary logo, where
more flexibility and stand-out is needed.
This should only be used very sparingly.
Never just use it by default, but rather make
For more guidance on this
a conscious decision on why this version version, please get in touch
might be preferred in a certain case. Symbol
with the Comms team.
There may be some instances where this
stacked logo will make better use of space,
or stand out more (for example, small square
sizes, or when horizontal space is tight).
Frontline AIDS
Brand guidelines Wordmark 17Our logo
BRAND ASSETS
LOGO
COLOURWAYS
15 Brand toolkit Our logo should predominately be used Black White Blue Pink Green
16 Our logo in black, but a number of colourways are
17 Primary & secondary available to ensure stand-out across all
18 Logo colourways of our communications.
19 Sizing & clearspace
20 Logo positioning It is important that the correct version of
21 Logo usage
our logo is used. The matrix below provides
the available logo colourways and their
22 Using our strapline
permitted background colour pairings.
23 Strapline in action
24 Watchouts
25 Our symbol
DON'T use the white version of
32 Colour
our logo on black backgrounds.
37 Typography
47 Photography
54 Illustration
The logo colourways and
background colour pairings
also apply to our SECONDARY
LOGO and SYMBOL.
Frontline AIDS
Brand guidelines 18Our logo
BRAND ASSETS
SIZING &
CLEARSPACE
Clearspace
15 Brand toolkit Our logo is our key identifier so it is important
16 Our logo to protect it and ensure its integrity. To help
17 Primary & secondary with this, we have established a clearspace
18 Logo colourways guide and determined a minimum size.
19 Sizing & clearspace
20 Logo positioning So that our logo has room to breathe and
21 Logo usage
is not cluttered by text or other graphic
elements, an area of clearspace should be
22 Using our strapline
respected. Our logo’s clearspace is defined
23 Strapline in action
by the width of our symbol.
24 Watchouts
25 Our symbol
This clearspace surrounding the logo should
32 Colour be regarded as a minimum and wherever
37 Typography possible, should be greater.
47 Photography
54 Illustration The two versions of our logo have their own
respective minimum sizes. Our logo should
never be used smaller than these sizes to
ensure our logo’s legibility.
Minimim size
25mm in print
110px on screen
15mm in print
65px on screen
Frontline AIDS
Brand guidelines 19Our logo
BRAND ASSETS
LOGO
POSITIONING Width
15 Brand toolkit It is important to size and position our logo to Our preference is to place our logo in the top
16 Our logo ensure it is prominent within the layout and corners, with top right serving as our default
Width + Height
17 Primary & secondary also consider where the communication will position. However, holistic considerations to = XX : 8.5 = XX
18 Logo colourways be seen. layout and composition when positioning
19 Sizing & clearspace our logo take precedence, meaning that our
20 Logo positioning To work out the size of our logo, simply logo should be placed in the most legible
21 Logo usage
measure the width of your canvas and add place. For that reason our logo can also be
the height measure; then divide the result positioned in either of the bottom corners
22 Using our strapline
by 8.5. Try to round up to the nearest 1mm if the circumstances dictate them to be the
23 Strapline in action
either way if necessary. best position. Our logo can also be centred
24 Watchouts
in situations where the composition of layout
25 Our symbol
With horizontal or vertical extreme formats or the application itself would benefit from
32 Colour use a visually appropriate logo size. a centrally positioned logo; e.g. tote bag
37 Typography or poster.
Height
47 Photography
54 Illustration To best work out the position of the logo
on any given format, simply use our logo's
clearspace guide, using the width of our
symbol for the X&Y axis as reference.
This will give you an indication of where
to place the logo as shown in the diagram
on the right.
Our clearspace guide
on page 22 should be
used for determining
application margins.
The SECONDARY LOGO
similarily uses our symbol
to define clearspace. For Positioning reference
more info, get in touch
with the communications
Frontline AIDS
Brand guidelines team. 20Our logo
BRAND ASSETS
LOGO USAGE
15 Brand toolkit When choosing which version of our logo In certain instances our secondary logo will
16 Our logo to use, our primary logo should always be provide more visual stand-out and its usage
17 Primary & secondary considered first. As a result our primary logo should be considered.
18 Logo colourways should be present in the majority of cases.
19 Sizing & clearspace
20 Logo positioning
21 Logo usage
22 Using our strapline
23 Strapline in action
24 Watchouts
25 Our symbol
32 Colour
37 Typography
47 Photography
54 Illustration
Frontline AIDS
http://www.frontlineaids.org
TOWARDS A
FUTURE FREE
FROM AIDS
FOR EVERYONE,
EVERYWHERE
GLOBAL PLAN OF ACTION 2020-2025
Frontline AIDS
Brand guidelines 21Our logo
BRAND ASSETS
USING OUR
STRAPLINE
Primary logo
X
15 Brand toolkit It is important to ensure a relationship
The size of our strapline is equal
16 Our logo between our logo and our strapline.
to the measure between the far-
17 Primary & secondary Careful consideration to placement and how left of the A in our wordmark and
18 Logo colourways an application will be viewed are necessary far-right of our symbol’s face.
X
19 Sizing & clearspace to strike this connection.
20 Logo positioning
21 Logo usage
The schematic below demonstrates how
to determine the size and position of
22 Using our strapline
our strapline whilst maintaining a visual
23 Strapline in action X X
connection to our logo.
24 Watchouts X X
25 Our symbol
Our strapline is available as artwork
32 Colour and should be used rather than typing
37 Typography out the words.
47 Photography
54 Illustration X
X
When our primary logo is placed on the left, When our primary logo is placed on the right,
our strapline should be left or top aligned in our strapline should be right or top aligned in
either of the corresponding adjacent corners. either of the corresponding adjacent corners.
Strapline
X X
Artwork where our strapline is locked up
to our logo is available only upon request.
The usage of this artwork is for special
cases only and the brand team must
always be consulted before use.
X X
X X For guidance on
the Secondary logo,
please contact the
brand team.
Frontline AIDS
Brand guidelines 22Our logo
BRAND ASSETS
STRAPLINE
IN ACTION X
Frontline AIDS wants a future free from
AIDS for everyone, everywhere. Around X
the world, millions of people are denied
HIV prevention, testing, treatment and
care simply because of who they are and
where they live.
15 Brand toolkit The following examples demonstrate As a result, almost 2 million were infected In instances where you have a piece of
with HIV in 2017 and almost 1 million died
16 Our logo the strapline sizing and positioning system of AIDS-related illness. communication that uses a single surface
17 Primary & secondary in action. Together with partners on the frontline,
we work to break down the social,
like a poster, our strapline should always be
18 Logo colourways
political and legal barriers that
marginalised people face, and innovate visible with the logo, adhering to the rules
to create a future free from AIDS.
19 Sizing & clearspace It is important to consider your outlined on page 25.
20 Logo positioning communication’s layout and application
21 Logo usage as well as creating a relationship between SEE THE
the logo and strapline. REAL
STORY
SEX
22 Using our strapline
OF AIDS
23 Strapline in action
MOTHER
WORKER
Our strapline must always be present
24 Watchouts
but you should be considerate about your
25 Our symbol
communication and treat the strapline's
32 Colour
placement holistically.
frontlineaids.org
37 Typography
47 Photography On the brochure cover example,
WE WON’T
Back cover
54 Illustration the strapline is placed on the back cover
as a sign-off, but a relationship between
the logo and strapline is still present. BE SILENT
Frontline AIDS AGAIN
http://www.frontlineaids
X
X
Frontline AIDS is a registered charity in England and Wales with charity number 1038860,
and a company limited by guarantee, registered in England and Wales under company
Frontline AIDS number 2883774. Registered office address: Preece House, 91-101 Davigdor Road, Hove,
East Sussex, BN3 1RE.
Brand guidelines 23Our logo
BRAND ASSETS
WATCHOUTS
15 Brand toolkit Our logo must be treated with care.
16 Our logo In addition to the guidance from FRONTLINE
17 Primary & secondary
18 Logo colourways
previous pages, the following examples
demonstrate a number of techniques AIDS
19 Sizing & clearspace or alterations that must never be applied
20 Logo positioning to our logo.
21 Logo usage DON’T distort the original supplied artwork in any way DON’T outline our logo DON’T recreate our logo. Always use the
22 Using our strapline supplied artwork
23 Strapline in action
24 Watchouts
25 Our symbol
FRONTLINE
AIDS
32 Colour
37 Typography
47 Photography
54 Illustration
DON’T apply drop shadows, bevels or any other effect DON’T alter the positioning of the elements in the DON’T recolour the logo. Always use the
to our logo supplied artwork supplied artwork
FRONTLINE
AIDS
STAFF PARTY
DON’T attach text or any other content to our logo DON’T place the logo over imagery that will negatively DON’T mask imagery, illustration or any other content in
impact the legibility and clarity of our logo the logo (see page 32 for permitted uses of our symbol
as a holding device)
Frontline AIDS
Brand guidelines 24Our symbol
BRAND ASSETS
ADDING
CHARACTER
15 Brand toolkit Our symbol, a gender-neutral person, is a
16 Our logo key part of our logo. When space is tight and
25 Our symbol we want to make a big impact, our symbol
26 Sizing & clearspace communicates Frontline AIDS in a
27 Symbol usage distinctive shorthand.
28 Symbol & photography
30 Watchouts
The person has a strong and defiant stance –
striding forward they give a sense of energy
31 Activism for everyone
and progress. With its open arms you can
32 Colour
see them reaching around the world, making
37 Typography
partnerships.
47 Photography
54 Illustration Look closely and you can see in the person
a hint of a F and an A, a subtle allusion to
our name. And the hand-drawn feel of the
person is a nod back to our roots – and our
rebellious spirit.
Our person is simple but not simplistic,
an accessible, universal symbol, ownable
by everyone.
Frontline AIDS
Brand guidelines 25Our symbol
BRAND ASSETS
SIZING &
CLEARSPACE
15 Brand toolkit It is important to treat the symbol from our
16 Our logo logo with as much as care as we would to
25 Our symbol the full logo.
26 Sizing & clearspace
27 Symbol usage Much like our logo, a clearspace guide has
28 Symbol & photography been established which ensure the symbol
30 Watchouts
has room to breathe and is not cluttered
by text or other graphic elements. This
31 Activism for everyone
clearspace is defined by 2x the vertical
32 Colour
height of our symbol’s head. This clearspace
37 Typography
should be regarded as a minimum and
47 Photography
wherever possible, should be greater.
54 Illustration
The minimum size of our symbol is 5mm in
width. Our symbol should never be used
smaller, treating this size as the minimum
and wherever possible, our symbol's sizes
should be greater.
Minimum size
5mm in print
25px on screen
Frontline AIDS
Brand guidelines 26Our symbol
BRAND ASSETS
SYMBOL
USAGE
Frontline AIDS
15 Brand toolkit Our symbol can serve as a great shorthand
16 Our logo for our brand. It provides immediate visual
http://www.frontlineaids.org
25 Our symbol recognition in instances where space
HOP
26 Sizing & clearspace is limited and our logo's reproduction is
27 Symbol usage compromised. Our symbol can also be used
28 Symbol & photography proudly at large sizes to create impact. The
30 Watchouts
following examples demonstrate the types
of instances where we can use our symbol
31 Activism for everyone
to great effect.
32 Colour
37 Typography
SUPE
47 Photography
54 Illustration
HOPE IS
Frontline AIDS
@frontlineaids
NAME SURNAME
Position at Frontline
SUPERP
HOPE
name.surname@frontlineaids.org Frontline AIDS
00000 000 000 Preece House
91-101 Davigdor Road
Hove BN3 1RE
frontlineaids.org
LIBERATE
EACH
SUPER
OTHER
NAME SURNAME
Position at Frontline Frontline AIDS
@frontlineaids
name.surname@frontlineaids.org
00000 000 000
Frontline AIDS
Preece House
91-101 Davigdor Road
Hove BN3 1RE
Frontline AIDS
frontlineaids.org
@frontlineaids
Frontline AIDS
@frontlineaids
WE Frontline AIDS @frontlineaids . Oct 2
ARE
Frontline AIDS
@frontlineaids Frontline AIDS
HERE
@frontlineaids
Frontlin
frontlineaids.org
frontlineaids.org
frontlineaids.org
Frontline AIDS
Brand guidelines 27Our symbol
BRAND ASSETS
SYMBOL &
PHOTOGRAPHY
15 Brand toolkit Our symbol and photography are both
16 Our logo incredibly important to our brand.
25 Our symbol For this reason we have developed two
26 Sizing & clearspace approaches to enable them to work Photo integration
together to great effect. Our symbol can also be integrated
27 Symbol usage
into photography, creating a visual
28 Symbol & photography connection between us, and the
30 Watchouts people and communities we work with.
31 Activism for everyone
32 Colour
37 Typography
47 Photography
54 Illustration
Frame
The symbol can be used as a framing
device for our photography. Embracing the
unconventional and restricted view created
by our symbol challenges the viewer to look
closer to see the real story of AIDS.
Frontline AIDS
Brand guidelines 28Our symbol
BRAND ASSETS
MAKE A MARK
15 Brand toolkit
16 Our logo
25 Our symbol
26 Sizing & clearspace
27 Symbol usage
28 Symbol & photography
30 Watchouts
31 Activism for everyone
32 Colour
37 Typography
47 Photography
54 Illustration
Frontline AIDS
Brand guidelines 29Our symbol
BRAND ASSETS
WATCHOUTS
15 Brand toolkit Our symbol must be treated with
16 Our logo care. In addition to the guidance from
25 Our symbol previous pages, the following examples
26 Sizing & clearspace demonstrate a number of techniques or
27 Symbol usage alterations that must never be applied
28 Symbol & photography to our symbol.
30 Watchouts
31 Activism for everyone
32 Colour
DON’T apply additional adornments to our symbol DON’T recolour our symbol. Always use the DON’T outline our symbol
37 Typography supplied artwork
47 Photography
54 Illustration
DON’T warp, distort or rotate our symbol DON’T place facial features from DON’T apply drop shadows, bevels
photography in our symbol's head or any other effect to our symbol
DON’T recreate our symbol using digital tools DON’T alter the positioning of the DON’T position our symbol on areas of photography
or software. Physical hand-made versions are elements in the supplied artwork or backgrounds where legibility will be compromised
permitted, but only within an informal setting and
should never be used as replacements for our
symbol in official communications. Please see
page 36 for more details
Frontline AIDS
Brand guidelines 30Our symbol
BRAND ASSETS
ACTIVISM
FOR EVERYONE
18 Brand toolkit The person in our logo is the symbol of a
19 Our logo movement. In that spirit, we want our partners
28 Our symbol – everyone who joins us – to own it and make
29 Sizing & clearspace it their own.
30 Symbol usage
31 Symbol & photography The easiest way to do that is to draw it. Which
32 Watchouts
is why we’ve made it easy to do so – three
strokes and you’ve got it.
34 Activism for everyone
35 Colour
While a hand-drawn version will never
40 Typography Please note
replace our logo, we want people in all our
50 Photography Hand-made
communities to feel that they can put our
57 Illustration versions of
person on placards, on walls, or even on their
symbol should
bodies – wherever Frontline AIDS needs to be. only be used in
informal settings
We’re all different, so it makes sense that our and should never
symbol can and will be expressed differently. replace our
And by doing that, it becomes something that symbol in official
we all take pride in too. communications.
3
2
1
Frontline AIDS
Brand guidelines 31Colour
BRAND ASSETS
MAKE SOME NOISE
15 Brand toolkit In a world full of activist organisations and
16 Our logo other NGOs, how are we going to stand out?
25 Our symbol In part thanks to a bright, bold and loud
32 Colour colour palette – it’s been designed to help us
33 Colour palette
make some noise.
34 Colour usage
Yes everything clashes and isn’t classically
35 Tints
elegant – that’s the point. The youthful
36 Secondary palette
energy unleashed will make people sit
37 Typography
up and take notice.
47 Photography
54 Illustration
Frontline AIDS
Brand guidelines 32Colour
BRAND ASSETS
COLOUR
PALETTE
15 Brand toolkit Our core colour palette is made up of four
16 Our logo colours. Emotional Green pays homage to
25 Our symbol our heritage, whilst the brightness of Activist
32 Colour Pink and Smart Blue give our identity a
33 Colour palette new lease of life. Truth Black completes
34 Colour usage the colour palette, providing stature and
35 Tints
confidence. Lastly, the colour palette is
supported by white where required.
36 Secondary palette
37 Typography
47 Photography
54 Illustration
EMOTIONAL GREEN ACTIVIST PINK SMART BLUE TRUTH BLACK
PANTONE 2418 C PANTONE 225 PANTONE 2995 CMYK 40/60/60/100
CMYK 100/0/97/13 CMYK 0/100/2/0 CMYK 83/1/0/0 RGB 0/0/0
RGB 35/132/78 RGB 230/47/121 RGB 54/176/227 HEX #000000
HEX #23844e HEX #e62f79 HEX #36b0e3
WHITE
CMYK 0/0/0/0
RGB 255/255/255
HEX #ffffff
Frontline AIDS
Brand guidelines 33Colour
BRAND ASSETS
COLOUR
USAGE
15 Brand toolkit When designing communications always
16 Our logo consider the overall balance of colour.
25 Our symbol Activist Pink and Smart Blue are our 'shout'
32 Colour colours, attracting attention and providing
WE WON’T
33 Colour palette stand-out. Whilst Emotional Green and BE SILENT
34 Colour usage Truth Black act as our grounding colours; AGAIN
35 Tints
providing contrast to emphasise our 'shout' SPEAKING
36 Secondary palette
colours whilst also ensuring our identity isn't THE TRUTH SEE THE
REAL
STORY
37 Typography
too bright and colourful when addressing
SEX
MOTHER
OF AIDS
47 Photography
serious or sensitive topics.
WORKER
54 Illustration
The schematic on the right demonstrates
how just one colour from our palette can be
used through to a combination of all four
colours working together.
+
Careful considerations to audiences and
topics will help guide how colourful, or not,
each of our communications are. One colour Two colours Three colours Four colours Four colours + illustration
We have some powerful, For communications where Using multiple colours Considerations to your With regards to colour
emotive images available we have a straightforward can help give our audience, subject and usage, illustrations are
to use. To that end, singular message we can communications a bright channel are important for treated like photography.
sometimes you may want use two brand colours in and bold look, but they can finding the right balance of
to strip back some of the addition to photography. also be used for functional colour usage. For example, in the above,
other elements of our visual purposes too. the skin tone isn't regarded
identity, so a single, striking For example, in the above For subjects that require as a brand colour, but
image can be used even Smart Blue was chosen For example, in the above, sensitivity or need a rather a colour that is
more effectively. to give the headline's box the mixture of Emotional more factual approach, specific to that illustration;
visual stand-out from Green and Smart Blue are it is advisible to limit the much like how the colours
In these instances we the colours found in the used for contrasting content. number of colours used. in a photograph are specific
recommend using a single photograph. The brighter 'shout' nature of However, as seen in the to that image.
colour from our colour Smart Blue is used to draw example above, we can
palette, with white used in attention to the content with use all the colours from our This example also
the above example. most importance. palette when we wanting to demonstrates how
make some noise and take Emotional Green and
a more action-led stance. Truth Black are used as
grounding colours, whilst
Activist Pink and Smart
Blue are used to bring
attention to the messaging.
Frontline AIDS
Brand guidelines 34Colour
BRAND ASSETS
TINTS EMOTIONAL GREEN ACTIVIST PINK SMART BLUE TRUTH BLACK
CMYK 100/0/97/13 CMYK 0/100/2/0 CMYK 83/1/0/0 CMYK 40/60/60/100
RGB 35/132/78 RGB 230/47/121 RGB 54/176/227 RGB 0/0/0
HEX #23844e HEX #e62f79 HEX #36b0e3 HEX #000000
15 Brand toolkit Our primary colour palette can also be used
16 Our logo as tints. These tints can widen the colour
25 Our symbol options for instances where a more toned-
32 Colour down visual approach is appropriate, for
70% 70% 70% 70%
33 Colour palette example reports.
34 Colour usage
35 Tints
36 Secondary palette
50% 50% 50% 50%
37 Typography
For materials with a more dynamic and bold
47 Photography
tone, the SECONDARY PALETTE offers more
54 Illustration 30% 30% 30% 30%
colourful options (see next page).
Tints of TRUE BLACK can be useful in some
cases, like for structural lines or text notes. But
don't overuse these tints – we love the bold
and dynamic tones of our three brand colours.
Charts with minimal data points Focus on an individual Tints can also help highlight Avoid mixing colours
should be created with our colour or use a mix of pull-out information. Smaller for tinted boxes.
core colour palette and, when colours as seen above. text will be easier to read Use the same colour
necessary, their tints. on a tinted, rather than full for outline, background
background colour. and heading box.
Tinted boxes also stand out
Frontline AIDS when used against bold
Brand guidelines impact graphics. 35Colour
BRAND ASSETS
SECONDARY CMYK 86/66/0/0 CMYK 71/0/74/0 CMYK 64/97/0/0 CMYK 0/95/80/0 CMYK 0/20/93/0 CMYK 62/0/28/0
PALETTE RGB 50/88/179
HEX #3258b3
RGB 53/188/108
HEX #35bc6c
RGB 123/37/132
HEX #7b2584
RGB 229/34/47
HEX #e5222fv
RGB 255/204/0
HEX #ffcc00
RGB 95/193/194
HEX #5fc1c2
15 Brand toolkit Our secondary colour palette can be used
16 Our logo for more impactful infographics, as well as CMYK 61/36/0/0 CMYK 44/0/80/0 CMYK 37/94/6/1 CMYK 0/60/100/0 CMYK 0/62/9/0 CMYK 28/8/7/0
RGB 102/159/252 RGB 164/214/89 RGB 169/46/127 RGB 254/123/0 RGB 242/227/117 RGB 195/216/229
25 Our symbol for our illustrations.
HEX #669ffc HEX #a4d659 HEX #a92e7f HEX #ff7a00 HEX #f2e375 HEX #c3d8e5
32 Colour
33 Colour palette We have also extended the secondary
34 Colour usage palette with a diverse range of skin tone
35 Tints colours that can be used for character
36 Secondary palette
illustrations.
37 Typography
Secondary colours should always be CMYK 3/20/34/0 CMYK 27/50/67/15 CMYK 36/65/90/49 CMYK 4/42/59/0 CMYK 5/27/57/0 CMYK 42/66/71/63
47 Photography RGB 247/212/176 RGB 170/123/81 RGB 110/66/28 RGB 240/166/112 RGB 241/194/125 RGB 84/53/38
used in combination with a primary colour.
54 Illustration HEX #f7d4b0 HEX #aa7a51 HEX #6e421c HEX #f0a670 HEX #f1c27d HEX #543526
Secondary colours should Don't use skin tone For character illustrations use at least one
always be used in combination colours for infographics. of our primary colours, in combination with
with a primary colour. secondary palette colours.
Frontline AIDS
Brand guidelines 36Typography
BRAND ASSETS
AMPLIFY OUR WORDS
Because we’re unapologetic about what
ABCDEF
15 Brand toolkit
16 Our logo we have to say and how we say it, our
25 Our symbol
typography is strong, loud and powerful.
If it reminds you of posters from the early
32 Colour
days of activism, and art from the same
37 Typography
period, that’s deliberately so – we want to
38 Headline typeface
make sure no one misses our message.
39 Body copy typeface
40 Principles Our type packs a punch – in the best
41 Headlines possible way.
GHIJ
42 Headlines & colour
43 Creative headlines
44 Typographic hierarchy
47 Photography
54 Illustration
JKLMN
Frontline AIDS
Brand guidelines 37Typography
BRAND ASSETS
HEADLINE
TYPEFACE
QUASIMODA
15 Brand toolkit We have two brand typeface families,
16 Our logo which are used for headlines and body
25 Our symbol copy respectively.
HEAVY
32 Colour
37 Typography
Quasimoda Heavy is our headline typeface.
It is a bold, confident and characterful sans-
38 Headline typeface
serif, which has been chosen to capture our
39 Body copy typeface
sharp, provocative and resolute nature.
40 Principles
IS STRONG,
41 Headlines
Quasimoda is available as part of our toolkit
42 Headlines & colour in Heavy and should be used in uppercase
43 Creative headlines only for greater contrast and impact.
44 Typographic hierarchy
47 Photography System font alternative
LOUD AND
54 Illustration For applications like Microsoft Office
where a system typeface should be used,
Quasimoda Heavy should be replaced
with Arial Black.
POWERFUL
The available weight is:
ARIAL BLACK
ABCDEFGHIJKLMNOPQRSTU
VWXYZ 1234567890
UPPERCASE ONLY
We only ever use Quasimoda
Heavy in uppercase
Frontline AIDS
Brand guidelines 38Typography
BRAND ASSETS
BODY COPY
TYPEFACE
Raleway provides clarity
15 Brand toolkit Raleway is our body copy typeface. It is a
16 Our logo contemporary sans-serif which has been
25 Our symbol chosen for its legibility and availability
32 Colour across languages for digital and print
and is highly efficient for
37 Typography communications. The contrast created when
38 Headline typeface used in combination with Quasimoda Heavy
39 Body copy typeface
provides us a typographic approach that is
sharp and responsive.
40 Principles
large bodies of text.
41 Headlines
Raleway is available as part of our toolkit
42 Headlines & colour
in Regular and Bold.
43 Creative headlines
44 Typographic hierarchy System font alternative
47 Photography For applications like Microsoft Office where
54 Illustration a system typeface should be used, Raleway
should be replaced with Arial.
The available weights are:
Arial Regular
Arial Bold Raleway Regular Raleway Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*() 1234567890!@#$%^&*()
Frontline AIDS
Brand guidelines 39Typography
BRAND ASSETS
PRINCIPLES
Headlines Quasimoda Heavy
15 Brand toolkit Taking care when typesetting will
Tracking: -25pt
16 Our logo ensure clarity and consistency across Kerning: Optical
25 Our symbol our communications.
SHORT, IMPACT
32 Colour
37 Typography Headlines
All headlines should be set in uppercase
HEADLINES
38 Headline typeface
39 Body copy typeface
Quasimoda Heavy and follow the leading
and tracking principles found in the example
40 Principles
on the right.
SHOULD BE SET IN
41 Headlines
42 Headlines & colour
Body copy and subheads
43 Creative headlines
All body copy should be set in Raleway
QUASIMODA HEAVY
44 Typographic hierarchy Regular and follow the leading and tracking
47 Photography principles to ensure body copy is always
54 Illustration clear and legible. Raleway Bold should be
used for subheads.
Body copy and subheads
For examples on
TYPOGRAPHY HIERARCHY
see pages 44 - 46.
Raleway Bold Use Raleway Bold for sub heads
Tracking: -10pt
Kerning: Optical Raleway Regular is used for body
copy. Slightly negative tracking Raleway Regular
and sufficient leading ensures Tracking: -10pt
Kerning: Optical
body copy is legible and clear
even if the size changes.
Frontline AIDS
Brand guidelines 40Typography
BRAND ASSETS
HEADLINES
X
15 Brand toolkit Our headlines should always be set in
Quasimoda Heavy in CAPS and we have
X
16 Our logo
25 Our symbol three headline styles to use across our
32 Colour collateral: regular, highlighted and boxed. X
37 Typography Having three alternate headline styles
38 Headline typeface provides us with the scope required
39 Body copy typeface
to amplify our messaging. X
40 Principles
41 Headlines
X
42 Headlines & colour
43 Creative headlines X = 1/3 of the height of the letter.
44 Typographic hierarchy This measure determines the
47 Photography margins for highlighted and
boxed headlines.
54 Illustration
Always make sure
the box's width matches
the longest line of text
Regular headline Highlighted headline Boxed headline
and has equal margins.
For simple headlines we use A particular word in our headlines To achieve maximum visual stand-out
Quasimoda Heavy in all caps. can be highlighted to bring attention we encapsulate headlines within a
or visual importance. tightly set box.
WE ARE HERE, WE ARE HERE, WE ARE HERE,
ON THE ON THE ON THE
FRONTLINE FRONTLINE FRONTLINE
X
OF SEXUAL OF SEXUAL OF SEXUAL
HEALTH HEALTH Always make sure
the highlight around
HEALTH X
your chosen word
has equal margins.
Frontline AIDS
Brand guidelines 41Typography
BRAND ASSETS
HEADLINES
& COLOUR
15 Brand toolkit It is important to use the permitted colour Green headline + Black box Pink headline + Black box Blue headline + Black box
16 Our logo combinations for headlines to ensure
25 Our symbol balance and consistency across our
32 Colour communications.
HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE
37 Typography
38 Headline typeface
39 Body copy typeface
40 Principles
41 Headlines HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE
42 Headlines & colour
43 Creative headlines
44 Typographic hierarchy
47 Photography
54 Illustration HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE
Incorrect colour combinations Black headline + Green box Black headline + Pink box Black headline + Blue box
Do not use the colour
combinations below for
headlines and other text. Only
use the permitted combinations HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE
detailed to the right
HEADLINE
HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE
HEADLINE
HEADLINE
HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE HEADLINE
HEADLINE
Frontline AIDS
Brand guidelines 42Typography
BRAND ASSETS
CREATIVE
HEADLINES
CAN
15 Brand toolkit In communications like posters, brochure
16 Our logo covers and adverts we can amplify our
YOU SEE
25 Our symbol messaging by taking a more creative
32 Colour approach to typography, taking visual
37 Typography inspiration from the layers of placards seen
WHAT THE
38 Headline typeface at activist rallies.
39 Body copy typeface
When creating these creative pieces
WORLD
40 Principles
of typography try to follow these four
41 Headlines
pieces of guidance:
42 Headlines & colour
CAN’T
43 Creative headlines
Context
44 Typographic hierarchy Think how you can creatively capture
47 Photography the essence of the message through
54 Illustration typography.
Back to front
Layer your type on top of each other in the
order that you would read the message.
?
Readability
Words can be partially obscured, but make
sure these words can still be made out.
Scale
Play with scale of the typography
to give maximum impact. Previous rules apply
The text box margins should
follow the same spacing rules
from page 436.
Frontline AIDS
Brand guidelines 43Typographic hierarchy
HEAVY-WEIGHT
HEADERTEXT
BRAND ASSETS
1
3 SECTION 1 - HEADERTEXT
QUOTES
CONTENT
Quasimoda, 10pt
THE LAW
8a
Quasimoda Heavy: 17pt
HAS MOSTLY Linespacing: -1 pt
STANDFIRST & 1 BEEN USED TO
LONGER SUB-
HEADING OF A OPPRESS US.
ATTRIBUTION
NEW SECTION
SECTION HEADLINES
15 Brand toolkit In-depth publications like reports can be quite 2
8b
Solomon Wambua, Raleway: 10pt
16 Our logo text heavy. A broader range of typographic For section introductions, SECONDARY HEADING WHERE NEEDED 6 activist and coordinator Linespacing: 12pt
conclusions and longer
25 Our symbol elements can help organise information, making of the Key Populations
headings Consortium
32 Colour it more digestable and engaging for the reader.
Raleway: 15pt
37 Typography
Linespacing: 18pt Standfirst: Since 2016, a group
When writing for a core readership that's of lesbian, gay, bisexual,
38 Headline typeface 4
already engaged in this level of detail, and transgender, queer and intersex IMAGE CAPTIONS
39 Body copy typeface
when a more sober, toned-down approach Kenyans have been engaged & COPYRIGHT INFO
40 Principles 9
is needed, occasional dynamic stand-out in legal action to challenge Raleway: 8pt
41 Headlines pages will express our brand character without laws used to criminalise and
©Copyright info
Linespacing: auto
42 Headlines & colour distracting the reader or the tone of the content. discriminate against them.
ensure legibility
43 Creative headlines
with colour contrast
44 Typographic hierarchy Body copy: Magnisit mosam rem facias as dunt
ut explaborum ipsus a debitat uribeataecto ipiet This is an example image caption Posandae darken area behind
47 Photography esto tota volestior am inusam laut la del in nonet peroremporem incto dolorit mo omnihilibus
copyright text on photos
quis eaquam eaqui debis mo et, et et
dolupitet, que rehendis maionseque et odiorum,
54 Illustration quasper u if necessary
Example hierarchy natiur, qui omnis consequam aperspidebis1 quati
5
ratur, ea quam qui anis evel is cone porum quidunt
for a report et doloreprore oditas est, te culpari tem rernam,
tet fugit aut plantium ea volupta temquunt,
tempercipsae eum quos aut laboruptas
H1 - MAIN HEADING
For covers, impact PULL-OUT FACTS
typography, section Longer sub-section headlines: STANDOUT FACT 10
4
dividers... Pit omnis molorpo rumquos? LAT MAXIME
Quasimoda Heavy: 10pt
“The law has mostly been used to oppress REREST, Linespacing: -1pt
Quasimoda Heavy: > 50pt 5 ETECAEPUD
us,” says Solomon Wambua, activist and
IPIS ESCI ODIS keep it short
Linespacing: -1pt of size coordinator of the Key Populations Consortium. AM COR AUT
LITIUSDAE NUS for better legibility
keep short or INTEM NO
split over a few boxes 6 SMALLER HEADLINE
BODY COPY
few of these 7 Subheading: Magnisit mosam rem
throughout for facias as dunt ut explaborum Raleway: 10pt
maximum impact Linespacing: 13pt
Xim sim il id ea necae mo bearum et atur?
Otas el et magnam corepe enesendam, seditemqui
que volor solorumet et quam sunt eius maximi,
H2 - SECOND HEADING undam, sunt alita asi comnisi tisinvenimi SMALLPRINT
GROWING
1
For section headings, Bullet 1 Footnotes or references
A MOUNIVTINEM ENT
page headings, pull out Bullet 2
stats... Raleway: 8pt
Linespacing: auto
Quasimoda Heavy: > 30pt G THE KENYAN 1. This is a footer note Conest voluptat ommos comnienis milluptate 11
LGBTQ COMMUNITY
conseni duntiandunt hicid quistis inveribus que diat.
Linespacing: -1pt of size 2 Colour: 80% black
keep it short for
H3 - SMALL HEADLINE SUBHEADINGS
easier reading
Frontline AIDS Raleway bold: 10pt Raleway bold: 10pt
Brand guidelines Linespacing: 13 pt Linespacing: 13 pt 44Typographic hierarchy
BRAND ASSETS
MID-WEIGHT
CONTENT H3 - SMALL HEADLINE
Quasimoda Heavy: 8pt
Linespacing: -1pt
15 Brand toolkit With less information, shorter publications Example hierarchy 3
16 Our logo like leaflets need fewer typographic styles for a trifold leaflet OUR IMPACT H2 - SUB HEADING
25 Our symbol (too many may overcrowd the page and TAKING THE MODEL GLOBAL 2
32 Colour make it harder for the audience to focus on
37 Typography the facts). 2 THIS WORKS By the end of the programme, research showed that BODY COPY
ON THE
4
88% of people who used drugs used a clean needle
38 Headline typeface when they last injected. This simple action stopped Railway: 10pt
Using typography more dynamically, by
FRONTLINE
HIV spreading. Linespacing: 13pt
39 Body copy typeface
creating contrast in the hierarchy, can afford
OF HARM
40 Principles
vital information more impact, helping to
1:5
H2 - SUB HEADING PULL OUT FACT
41 Headlines Almost one in five 5
REDUCTION
drive people to action. people in the world who
42 Headlines & colour To indicate a theme, 1 Railway bold: 13pt
use drugs live with HIV.2 Linespacing: 15
43 Creative headlines a type of content or 1
any other supporting
44 Typographic hierarchy information, or to break SUBTITLE
Sharing needles & syringes, increasing risk 6
47 Photography up body copy and retain
the reader's interest. In 2012, people using drugs in Kenya were facing an Railway bold: 10pt
54 Illustration HIV epidemic. Data showed that 18.3% ofmale and Linespacing: 13pt
Quasimoda Heavy: > 15pt 44.5% of female users were living with HIV
up 3.8% of all new cases.
Linespacing: -1pt
H1 - MAIN HEADING QUOTES
QUOTE TEXT BO ARUM
e for Frontline AIDS
7a
VOLO ET LANT, OCU
For covers, impact QUO BEAQUIAE INT Quasimoda Heavy: 17pt
typography, section Jenipher Mbale, Harm Reduction Kenya7b Linespacing: -1 pt
dividers...
ATTRIBUTION
© Corrie Wingate for Frontline AIDS
Quasimoda Heavy: > 40pt
Linespacing: -1
© Corrie
Raleway: 10pt
keep short or Linespacing: 12pt
split over a few boxes ©C orrieW ingate forF rontline AIDS Image: Ut
ut aut anim
IMAGE CAPTIONS
fugia doluptas & COPYRIGHT INFO
People sharing syringes in K enya face a high risk expelias repel8
of HIV. So we took actionw ith our partnersto excea vent Raleway: 8pt
STANDFIRST launch thecountry’sfirst-ever harmr eduction Linespacing: auto
3 services. Now we’ve learnt from ours uccess to SOURCES
For introductions take this life-changing modelto othercountries.
1 Source text here lorem ipsum dolor sit
ensure legibility
2 Source text here lorem ipsum
with colour contrast
Raleway: 12pt
9 JOIN US. END IT.
Linespacing: 15pt darken area behind
www.frontlineaids.org
copyright text on photos
if necessary
SMALLPRINT
Footnotes or references
Frontline AIDS Quasimoda Heavy: 8pt
Brand guidelines Raleway: 7.5pt 45Typographic hierarchy
EYE CATCHERS
Example
BRAND ASSETS
hierarchy an
A2 poster
ON TTH E
H1 - MAIN HEADING
1
For the big message
15 Brand toolkit We can make the most of our bold, Quasimoda Heavy: >170pt Example
L I N E
brave typography in higher-impact or Linespacing: -10pt
N
16 Our logo 1 hierarchy for a
FRO
25 Our symbol shorter-form communications, such as pull up banner
TO END
32 Colour poster ads, placards, flyers and social-
37 Typography media graphics.
38 Headline typeface
AIDS
Stick to impact headlines, where
WHEN 'OUT'
39 Body copy typeface H3
possible, but play with typeface H1 - MAIN HEADING
40 Principles 1
STILL MEANS
contrast to bring out key information. Subheading, hashtags,...
41 Headlines For the big message
Quasimoda Heavy: >60pt
OUTCAST
42 Headlines & colour Quasimoda Heavy: > 260pt
Linespacing: -3pt
43 Creative headlines Linespacing: -10pt
44 Typographic hierarchy feel free to mix sizes,
47 Photography alignment and colours
#JOINUSENDIT
2
54 Illustration
@FRONTLINEAIDS
frontlineaids.org
Example 3 H2 - SUB HEADING
hierarchy for
Subheading, additional
an A6 flyer 2
WEBINAR information, quotes
Date: Wednesday 4 November CONTACT
Time: 11.00-12.00 (CET)
CTAs, URLs Quasimoda Heavy: < 230pt
H1 - MAIN HEADING
Platform: livestream on Zoom Linespacing: -10pt
3
Ad eveliscilis eos sapieni quis as modi con Quasimoda Heavy: >60pt
For event titles, an eye consequodi tem rerion cum hitate cum fuga. Linespacing: auto it's often good to
catching headline Minctiusant undit landionet, sit eum rent- create contrast against
ur?hentem que nitibeaque sumet es ad.
2 the main headline
Quasimoda Heavy: 20pt 1
4 SPEAKERS
LIFESAVING
A PEOPLE'S
SUPPORT
Linespacing: -1pt Name Lastname: Organisation
VACCINE FOR Name Lastname: Organisation
FOR
COVID-19 LGBT PEOPLE
Name Lastname: Organisation
H2 - SUB HEADING Name Lastname: Organisation
WHAT DOES IT MEAN TO THE
2 HIV MOVEMENT AND WHY CTA OR CONTACT
Quasimoda Heavy: 10pt SHOULD WE GET INVOLVED?
Linespacing: -1pt Raleway bold: > 100pt
JOIN US. END IT.
Linespacing: auto
frontlineaids.org Find out more at frontlineaids.org 3
5 JOIN US. END IT. using Railway
sparingly can make
information pop against
bigger impact typography
SUBHEADING BODY COPY CONTACT
Raleway: 8pt Raleway: 11pt
Frontline AIDS Quasimoda Heavy: 8pt Linespacing: auto Linespacing: auto
Brand guidelines Linespacing: -1 pt 46Photography
BRAND ASSETS
THE BIGGER
PICTURE
15 Brand toolkit Ever since we started, we’ve been
16 Our logo documenting the lives of people affected
25 Our symbol by AIDS. This has given us a deep library
32 Colour of images, which is now going to be a
37 Typography
cornerstone of our identity.
47 Photography
It’s precisely because our photography
48 Overview
is real that it is powerful; immediate and
49 Photography style
challenging, we’re going to use it to tell the
50 Photography content
unseen story of AIDS – the real story.
51 Watchouts
52 Leading with photography
53 'Hidden' frame
54 Illustration
Frontline AIDS
Brand guidelines 47Photography
BRAND ASSETS
OVERVIEW
15 Brand toolkit Too often, photography associated with
16 Our logo charities and NGOs ends up looking and
25 Our symbol feeling similar – almost interchangeable
32 Colour between organisations. Full of clichés and
37 Typography unchallenging, this imagery presents a false
47 Photography impression of what’s really happening
48 Overview
on the ground.
49 Photography style
Our imagery won’t. We’re on the frontline of
50 Photography content
responding to AIDS, so our photography will
51 Watchouts
show the truth of the epidemic.
52 Leading with photography
53 'Hidden' frame
54 Illustration
You can access our photos
in our MEDIA LIBRARY at
http://medialibrary.frontlineaids.org/
Frontline AIDS
Brand guidelines 48You can also read
