August 2008

BRAND TOOL KIT

AUGUST 2008 BRAND TOOL KIT 1.0 STYLE
2.0 LOGO
3.0 TYPOGRAPHY
4.0 COLOUR
5.0 PHOTOGRAPHY
6.0 SIGNAGE
7.0 PRINT
8.0 PARTNERSHIPS
9.0 PRESENTATIONS
10.0 VIDEO
11.0 WEBSITE
12.0 RESOURCES

CONTENTS
This document presents guidelines and standards for the visual aspects of
the UNICEF brand. Our visual identity is key to presenting our products,
divisions and regions in a consistent manner. A strong visual identity enhances
recognition of UNICEF by our audiences, conveys effective management of
resources and builds organizational credibility.

By applying these guidelines to your communication, campaigns and materials

you will build value for the UNICEF brand through a synergy of products and
enhanced visibility.
AUGUST 2008 BRAND TOOL KIT 1.01 Brand Style

1.0 STYLE
AUGUST 2008 BRAND TOOL KIT 1.0 STYLE 1.01 BRAND STYLE
Brand style serves to differentiate UNICEF’s materials
from those of other organizations.
Our brand style is based upon these characteristics:
simple, optimistic, bold and contemporary. By
applying these characteristics of our brand style in
the development of content and presentation, you will
ensure our unique style and enhance recognition of
UNICEF by our audiences.

SIMPLE
OPTIMISTIC
BOLD
CONTEMPORARY
AUGUST 2008 BRAND TOOL KIT 1.0 STYLE 1.02 BRAND STYLE

SIMPLE
So that we are easily understood.
So that we communicate our ideas directly and effectively.
So that we inspire others to act.

OPTIMISTIC
We believe that we can triumph over the dangers threatening children.
We believe that others who share our vision will work with us.
We believe that together we can achieve the seemingly impossible.

BOLD
To get noticed in a cluttered world.
To make children the centre of the world’s consciousness.
To be distinctive and confident in our communications.

CONTEMPORARY
To keep pace with global changes which affect children.
To appeal to new and younger audiences.
To be understood and unmistakable.
AUGUST 2008 BRAND TOOL KIT 2.01 LOGO OVERVIEW
2.02 LOGO OVERVIEW (CONTINUED)
2.03 CLEAR SPACE AND MINIMUM SIZE
2.04 EXAMPLES OF CORRECT USE OF LOGO
2.05 USING THE CORRECT LOGO
2.06 LOGO DO’S AND DON’TS
2.07 APPROVED LANGUAGE VERSIONS
2.08 TAG LINE
2.09 TAG LINE POSITION
2.10 LANGUAGE VERSIONS OF THE TAG LINE

2.0 LOGO
AUGUST 2008 BRAND TOOL KIT 2.0 LOGO 2.01 LOGO OVERVIEW
Our logo is the one element that unifies and represents
our organization and our brand. It has been specially
designed to symbolize not only our name, but also what
we stand for – children. The logo should appear along
with the tag line in a locked-up position (see 2.08).
The lower case letters used in the logo are friendly and
approachable. The parent and child symbol shows the
child as our central purpose and the globe with laurel
leaves represents the organizations link with the United
Nations.
AUGUST 2008 BRAND TOOL KIT 2.0 LOGO 2.02 LOGO OVERVIEW (CONTINUED)
Since it is the most powerful visual element within our
brand, the UNICEF logo must always be treated with
respect. The official color for the UNICEF logo is 100%
Pantone PMS Process Cyan Blue. The preferred ways to
use the logo are reversed (white) out of a solid Cyan Blue
background or Cyan Blue against a white background.
It should be used only in conjunction with approved
colours. The examples shown here illustrate the correct
use of the logo in positive and reverse formats.

Preferred ways to use the logo:

AUGUST 2008 BRAND TOOL KIT 2.0 LOGO 2.03 CLEAR SPACE AND MINIMUM SIZE
To protect the strength and integrity of the logo, a clear
space area, free of competing visual elements, should be
maintained.
In the example at left below, ‘X’, represents the clear
space around the logo. ‘X’ is equal to half the height of
the letter ‘u’ in the UNICEF logo.
The minimum size of the logo should measure no less
than 19mm in width.

19mm

X X

X
AUGUST 2008 BRAND TOOL KIT 2.0 LOGO 2.04 EXAMPLES OF CORRECT USE OF LOGO
This page illustrates examples of the correct use of
the logo.
AUGUST 2008 BRAND TOOL KIT 2.0 LOGO 2.05 USING THE CORRECT LOGO
Please use the current version of the UNICEF logo. It is
especially important to supply external graphic artists
with the correct logo, and instruct them to refrain
from any customization or distortion of it, including
its typography. Previous versions of the UNICEF logo
should not be used.
The logo is available for download from the Intranet
TYPOGRAPHY
site, www.intranet.unicef.org under Communication/
Branding/Logos.

ALIGNMENT For comparison purposes, an incorrect logo is shown

LINE
with the correct logo. The differences, which may not
CORRECT LOGO THICKNESS be apparent at first sight, are magnified when the
incorrect logo (black) is superimposed on the correct
SHAPE logo (cyan).
OF LEAVES
Please note the details highlighted in the diagram.
FACE CONTOURS

NO SPACING

EMBLEM SIZE
AND PROPORTION

INCORRECT LOGO
AUGUST 2008 BRAND TOOL KIT 2.0 LOGO 2.06 LOGO DO’S AND DON’TS
The composition of the UNICEF logo, the representation
of its components and its colours may not be altered.
Under no circumstances may the logo be modified,
distorted or recreated. The entire logo or any of its
elements may not be used as a decorative background.
Some examples of unacceptable modifications and
incorrect uses of the logo are shown below. For more
information, please refer to the Guidelines on the Use
of the UNICEF Logo, available from the UNICEF Intranet
site www.intranet.unicef.org under Communication/
DO DON’T Branding/Guidelines, or write to [email protected].

Do not superimpose the UNICEF logo on any image that

obscures the logo or makes it hard to see or read. Printing
a cyan logo over a photo is not recommended.

Lorem ipsum dolor sit amet, consectetuer Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad aliquam erat volutpat. Ut wisi enim ad
minim veniam, quis nostrud exerci tation minim veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip ullamcorper suscipit lobortis nisl ut aliquip Do not use the entire logo, or any part of it separately as a
ex ea commodo consequat. ex ea commodo consequat. tinted background or decorative element.

Do not distort, recreate, add any elements (e.g., country

name or office name) or alter the proportions of the
UNICEF logo.

Do not use old versions of the UNICEF logo. Use

only the latest version of the UNICEF logo available
at: www.intranet.unicef.org under Communication/
Branding/Logos.
AUGUST 2008 BRAND TOOL KIT 2.0 LOGO 2.07 APPROVED LANGUAGE VERSIONS
Only officially approved language versions of the
UNICEF logo should be used. Use only the non-Latin
version of the logo when such usage may present
problems of readability for the local population.
For more information, please refer to the Guidelines
on the Use of the UNICEF Logo available from the
UNICEF Intranet site www.intranet.unicef.org under
Communication/Branding/Guidelines, or write to
[email protected]

English, French, Spanish version

and all other Latin-based languages

Arabic version

Chinese version

Russian version
AUGUST 2008 BRAND TOOL KIT 2.0 LOGO 2.08 TAG LINE
The tag line is the phrase we use to get people to think
about us, and what makes us different. Together with
the logo, it evokes the image of UNICEF.
The tag line should always appear with the UNICEF
logo in the relationship shown below. The tag line has
been designed with three graphic variations suitable for
display on a variety of media.

The tag line in English, French, Spanish, Arabic,

Chinese and Russian versions are available on
the UNICEF Intranet site www.intranet.unicef.org
on the Communication/Branding pages, or write
to [email protected]
AUGUST 2008 BRAND TOOL KIT 2.0 LOGO 2.09 TAG LINE POSITION
Three examples of how to combine the tagline
and logo.
AUGUST 2008 BRAND TOOL KIT 2.0 LOGO 2.10 LANGUAGE VERSIONS OF THE TAG LINE

French version Chinese version

Spanish version Russian version

Arabic version
AUGUST 2008 BRAND TOOL KIT 3.01 Typography

3.0 Typography
AUGUST 2008 BRAND TOOL KIT 3.0 TYPOGRAPHY 3.01 TYPOGRAPHY
Typography is an important element of our brand. By
controlling the type styles and alignment used, we
further strengthen the visual distinctiveness of UNICEF.
Our typeface is Univers – a Sans Serif typeface that is
UNIVERS 75 BLACK clear and highly legible. The type alignment for all our
ABCDEFGHIJKLMNOPQRSTUVWXYZ communication is flush left or justified.
abcdefghijklmnopqrstuvwxyz The Arial typeface should be used in cases where

Aa
0123456789,;:!?”&/* Univers is not available.
For web-based applications, use Univers in graphics
UNIVERS 65 BOLD and use the Verdana font for all HTML text, including
body text, headers, captions, and links.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789,;:!?”&/*

UNIVERS 55 ROMAN
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789,;:!?”&/*

UNIVERS 55 ROMAN OBLIQUE

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789,;:!?”&/*

UNIVERS 45 LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789,;:!?”&/*

UNIVERS 45 LIGHT OBLIQUE

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789,;:!?”&/*
AUGUST 2008 BRAND TOOL KIT 4.01 Main COLOuR PALETTE
4.02 EXAMPLES OF main COLOuR PALETTE
4.03 Extended COLOUR PALETTE
4.04 EXAMPLES of Extended COLOUR PALETTE

4.0 COLOUR
AUGUST 2008 BRAND TOOL KIT 4.0 COLOUR 4.01 MAIN COLOUR PALETTE
The primary colour for UNICEF’s logo is cyan: a bold,
optimistic tone that is immediately recognizable, highly
visible and universally available. It is also our link to the
UN. It should be used in all our communication, and
always on cover pages.
The colours in our main colour palette are pure, bold
and optimistic, and they complement cyan. This palette
should be used in corporate communication.

CYAN Print Print SCREEN WEB VIDEO

PANTONE CMYK RGB HEX Websafe DIRECT RGB
Process Cyan C 100 R 0 0099FF R 4
M0 G 153 G 132
Y 0 B 255 B 169
K 0

Magenta PRINT PRINT SCREEN WEB VIDEO

PANTONE CMYK RGB HEX Websafe DIRECT RGB
Process Magenta C 0 R 255 FF0099 R 214
M 100 G0 G0
Y 0 B 153 B 107
K 0

Yellow PRINT PRINT SCREEN WEB VIDEO

PANTONE CMYK RGB HEX Websafe DIRECT RGB
Process Yellow C 0 R 255 FFFF00 R 221
M0 G 255 G 193
Y 100 B 0 B 18
K 0

Dark Blue PRINT PRINT SCREEN WEB VIDEO

PANTONE CMYK RGB HEX Websafe DIRECT RGB
274 C 100 R 51 333399 R 51
M 100 G 51 G 17
Y 0 B 153 B 105
K 0

Black PRINT PRINT SCREEN WEB Video

PANTONE CMYK RGB HEX Websafe RGB
Process Black C 0 R 0 000000 R 0
M0 G0 G0
Y 0 B 0 B 0
K 100
AUGUST 2008 BRAND TOOL KIT 4.0 COLOUR 4.02 Examples OF MAIN COLOUR PALETTE
AUGUST 2008 BRAND TOOL KIT 4.0 COLOUR 4.03 Extended COLOUR palette
Some campaigns and documents may require use of
colour to represent an issue or a season, in addition to
the main colour palette.
Use the extended colour palette when a seasonal colour
is needed for a marketing campaign, or for a specific
issue like HIV/AIDS. Sometimes a wider range of color
is needed when presenting data.

RED PRINT PRINT SCREEN WEB VIDEO

PANTONE CMYK RGB HEX Websafe DIRECT RGB
PMS 032 Red C 0 R 222 CC0000 R 236
M 100 G 36 G 42
Y 100 B 20 B 52
K 0

ORANGE PRINT PRINT SCREEN WEB VIDEO

PANTONE CMYK RGB HEX Websafe DIRECT RGB
PMS 1505 C 0 R 247 FF9900 R 243
M 50 G 148 G 106
Y 100 B 29 B 0
K 0

Green PRINT PRINT SCREEN WEB VIDEO

PANTONE CMYK RGB HEX Websafe DIRECT RGB
PMS 348 C 100 R 0 009900 R 0
M0 G 151 G 113
Y 100 B 64 B 47
K 0

Light Green PRINT PRINT SCREEN WEB VIDEO

PANTONE CMYK RGB HEX Websafe DIRECT RGB
PMS 376 C 50 R 122 66CC00 R 107
M0 G 183 G 171
Y 100 B 50 B 0
K 0

Grey PRINT PRINT SCREEN WEB Video

PANTONE CMYK RGB HEX Websafe RGB
PMS Cool Grey 9 C 0 R 128 999999 R 128
M0 G 128 G 128
Y 0 B 128 B 128
K 50
AUGUST 2008 BRAND TOOL KIT 4.0 COLOUR 4.04 EXAMPLES OF Extended COLOUR palette
Examples on this page illustrate the various applications
of additional colours.
AUGUST 2008 BRAND TOOL KIT 5.01 PHOTOGRAPHY OVERVIEW
5.02 SIMPLICITY
5.03 OPTIMISm
5.04 BOLD
5.05 CONTEMPORARY
5.06 PROTECTING AT-RISK CHILDREN
5.07 COPYRIGHTS and CREDITS

5.0 PHOTOGRAPHY
AUGUST 2008 BRAND TOOL KIT 5.0 PHOTOGRAPHY 5.01 PHOTOGRAPHY OVERVIEW
All of our photographs should convey the dignity and
personality of the people portrayed. Images are most
compelling when they tell stories – representing children
in ways that reflect the reality of their worlds.
AUGUST 2008 BRAND TOOL KIT 5.0 PHOTOGRAPHY 5.02 SIMPLICITY
UNICEF’s brand attributes – simple, optimistic, bold,
contemporary – should be evident in every piece of
UNICEF communication.
Simple images affirm all that is best in children:
illustrating both who they are and what they can be.

Using one colour

theme, a centred
composition
A natural balance and clean, sharp
is struck between lines keep this
an engaging image simple and
foreground and a powerful.
simple background.

Simple images often focus on a detail that

hints at a much larger subjects.

Images should be uncluttered, with a minimum of

distracting elements.
AUGUST 2008 BRAND TOOL KIT 5.0 PHOTOGRAPHY 5.03 OPTIMISm
Optimistic images convey all the hope that a child’s life
represents, and the confidence that UNICEF brings to its
own endeavours.

The camera presents this child as safe, happy and comfortable in

her own world. Optimistic images
present engaging
people involved
in concrete action
that is clear and
evident.

Strong colours, active children and an intimate camera angle

combine to draw the viewer in.
AUGUST 2008 BRAND TOOL KIT 5.0 PHOTOGRAPHY 5.04 BOLD
Bold images communicate clearly and immediately what
is essential in a situation, stirring deep emotions in the
viewer.

Intense colours and close framing create a strong image.

Bold can mean
dramatic in the
narrative sense –
confronting the
audience with a
difficult issue.

Bold can also be shown in the frank, confident gaze that the
subject directs at the viewer.
AUGUST 2008 BRAND TOOL KIT 5.0 PHOTOGRAPHY 5.05 CONTEMPORARY
Contemporary images are recognizably current, and show
the active participation of children. Unique camera angles,
good cropping, interesting colours and strong crisp lines
all let us feel as if we were right there with them.

Contemporary
imagery presents
children as unique
individuals in
diverse social and
cultural situations.

Capturing children at the centre of the

action, from a different angel and in
vivid colour, creates an up-to-the minute
impression.

Looking at a familiar scene from a different perspective also

makes a photograph feel contemporary.
AUGUST 2008 BRAND TOOL KIT 5.0 PHOTOGRAPHY 5.06 PROTECTING AT-RISK CHILDREN
The Convention on the Rights of the Child mandates
every child’s right to privacy and protection in all media.
This fact should always be borne in mind when creating
imagery. There are many ways to photograph creatively
while still protecting identities when necessary.
The following groups of at-risk children should never
be identified visually: victims of sexual exploitation;
HIV-positive children; children charged with or convicted
of a crime. We also recommend that child soldiers
carrying guns, or at risk of being abused if identified,
not be visually identifiable.
Please, never use black bands or pixelation of faces to
protect identities because these styles ruin the image
quality and impact, and can connote criminality.
Children who wish to be identified because they want
their stories known, are clear exceptions, and should sign
releases affirming this.
This image
protects the boy’s For more information go to www.unicef.org/protection/
identity, and index.html
yet still situates
him in his own
environment.

Protecting the identities of at-risk children

while showing them as they are cared for
helps reaffirms their rights.

Focusing on
relevant details can
protect identities
while underscoring
the logic of
protection.
AUGUST 2008 BRAND TOOL KIT 5.0 PHOTOGRAPHY 5.07 COPYRIGHTS and CREDITS
UNICEF images should be credited in all publication
formats. Crediting should be in one of the following
formats:
For HQ images:
© UNICEF/HQ01-2007/Pirozzi

(photographer’s first name is optional)

For images from field offices:
© UNICEF Iran/reference number/Smith

or (if no reference number): © UNICEF Iran/2008/Smith

or (if neither reference number nor photographer is
known): © UNICEF Iran/2008
For print publications (books, brochures, flyers, posters,
banners, etc.), photographs should be credited:
beneath the image, flush right or: vertically beside
the image, flush left or right bottom. or: on a separate
‘credits’ page, to include the page reference and position
on the page where the image appears.
For Web reproduction, photographs should be credited:
beneath the image, flush right, as above.
Photo credit outside and below photo, set Photo credit outside the photo, set
horizontally and flush right or left. vertically and flush with bottom right or For powerpoint presentations, photographs should be
left corner. credited:
Beneath the photographs, flush right or on the last page
of the presentation.
For images not owned by UNICEF:
Follow the credit line information recommended by the
photographer or agency.
For more information on photo guidelines visit the
UNICEF Intranet at http://www.intranet.unicef.org/
photoguidelines/index.html

Full page photo with credit in bottom gutter Photo credits on a separate page in a
corner, set vertically. publication.
AUGUST 2008 BRAND TOOL KIT 6.01 signage OVERVIEW

6.0 Signage
AUGUST 2008 BRAND TOOL KIT 6.0 SIGNAGE 6.01 SIGNAGE OVERVIEW
Signs identify, inform and direct. Our signage and
identification can take many forms including banners,
flags, arm bands, vehicles, T-shirts, even medical kits.
The recommended treatment for signage and
identification is the logo reversed out of the cyan
background.
Clothing
This page illustrates ways in which we can be identified
in different working environments. In order to keep
our logo highly visible, scale is important. Follow the
guidelines for clear space restrictions (see section 1.02)
Visibility items
It is important that the brand’s visual presentation be
as distinct as possible from the environment. Because
vehicles, tents, banners and signs are highly visible, they
are among the most important tools for identifying our
presence.
Campaign and sponsorship banners
The brand can be communicated on billboards or to
show sponsorship of an event. In these situations, it is
important that the brand’s presence be simple, yet highly
visible.
AUGUST 2008 BRAND TOOL KIT 7.01 PUBLICATION OVERVIEW
7.02 Stationery overview
7.03 BUSINESS CARDS
7.04 LETTERHEAD
7.05 MEDIA RELEASE

7.0 PRINT
AUGUST 2008 BRAND TOOL KIT 7.0 PRINT 7.01 PUBLICATION overview
All design work should be based upon the brand
principles: Simple, Bold, Optimistic and Contemporary.
Each of the designs shown below support our brand
because each uses the same style, color palette, fonts and
elements such as the logo and tagline.
It is important that every design features the colour Cyan
Blue. Cyan Blue must always be visible somewhere on
print publication covers.
AUGUST 2008 BRAND TOOL KIT 7.0 PRINT 7.02 Stationery overview
Stationery items such as business cards and
letterheads affect the way the public perceives our
brand. It is therefore important that all stationery
items be consistent. The stationery has been
designed for two commonly used formats: A4 and
US sizes.
AUGUST 2008 BRAND TOOL KIT 7.0 PRINT 7.03 BUSINESS CARDS
SIZE
88.9mm x 50.8mm
TYPOGRAPHY
Employee name:
7/8.5 Univers 65 Bold, upper case
Organization name:
7/8.5 Univers 65 Bold, upper and lower case
All other text:
7/8.5 Univers 55 Roman, upper and lower case with 8.5pt
line spacing after end of paragraphs
6.35mm 6.35mm All letters and numerals should be kerned as necessary.
Letterspacing should be set at zero.
COLOUR
6.35mm 6.35mm Front: All type prints 100% cyan
Back: The back is to remain blank or can be used for
another language for a bilingual card.
PAPER STOCK
Rolland Enviro100 Print, 100lb Cover or similar recycled
paper
PRINTING METHOD
Offset lithography

Example: NY Headquarters
AUGUST 2008 BRAND TOOL KIT 7.0 PRINT 7.04 LETTERHEAD
To ensure consistency in our corporate identity, the correct
typing format is detailed in the example.

19.05mm size
8.5” x 11” (also available in A4)
TYPOGRAPHY
12.347mm Organization name:
United Nations Children’s Fund
Three United Nations Plaza
Telephone 212 326 7028
Facsimile 212 326 7758 8/10 Univers 65 Bold, upper and lower case
New York, New York 10017 www.unicef.org

Address and contact information:

8/10 Univers 55 Roman, upper and lower case
All letters and numerals should be kerned as necessary.
Date
Letterspacing should be set at zero.
Addressee’s Name
Addressee’s Title COLOUR
Company Name
Street Address All elements print 100% cyan
City, State, Zip Code
Country
PAPER STOCK
Rolland Enviro100 Print, 70lb Text or similar recycled paper

This is a sample. This is a sample. This is a sample. This is a sample. Attached please find Vacancy Bulletin No.
PRINTING METHOD
2002-23. Please ensure that this Bulletin is seen by all your staff, including all outposted personnel and project Offset lithography
staff. The Vacancy Bulletin is intended primarily for UNICEF staff, although we accept applications from staff
members of other
United Nations organizations. Text
Applications should be addressed to the Human Resources Officer named in the Vacancy Notice at UNICEF,
11/13 Times Roman. Leave one line space
3 United Nations Plaza, New York, NY 10017. To send your application by e-mail, use the first letter of the between paragraphs.
first name of the responsible HR Officer, followed by the full last [email protected] (e.g. [email protected]).
Please specify the Vacancy Number and indicate whether you are currently occupying an abolished post or have
received notice of abolition of your post.

You can also apply online. The UNICEF Vacancy Bulletin is available on the UNICEF Intranet to all staff.
Attached please find Vacancy Bulletin No. 2002-23. Please ensure that this Bulletin is seen by all your staff,
including all outposted personnel and project staff. The Vacancy Bulletin is intended primarily for UNICEF staff,
although we accept applications from staff members of other United Nations organizations.

Applications should be addressed to the Human Resources Officer named in the Vacancy Notice at UNICEF,
3 United Nations Plaza, New York, NY 10017. To send your application by e-mail, use the first letter of the
first name of the responsible HR Officer, followed by the full last [email protected] (e.g. [email protected]).
Please specify the Vacancy Number and indicate whether you are currently occupying an abolished post or have
received notice of abolition of your post.

Copies of your two most recent completed PERs (i.e. for 2000 and 2001) must be included for each post, or the
application will not be considered.

12.347mm

19.05mm
AUGUST 2008 BRAND TOOL KIT 7.0 PRINT 7.05 MEDIA RELEASE
size
8.5” x 11” (also available in A4)

TYPOGRAPHY
Media Release heading:
18pt. Univers 65 Bold, upper case
Organization name:
8/10 Univers 65 Bold, upper and lower case
Address and contact information:
8/10 Univers 55 Roman, upper and lower case
MEDIA RELEASE
All letters and numerals should be kerned as necessary.
Date Letterspacing should be set a zero.

UNICEF TO PICK UP PACE ON GIRLS’ EDUCATION

COLOUR
Major Campaign To Get Girls Into School In 25 Priority Countries Links All elements print 100% cyan with tag line and logo
DAR ES SAALAM / GENEVA, 3 December 2002 – Declaring that “the education of girls is key to real progress reversing to white on a 100% cyan background.
in overcoming poverty,” UNICEF today announced a major initiative to get girls into school in 25 priority
countries, mainly in Sub-Saharan Africa and Asia. PAPER STOCK
Speaking to a meeting of African education ministers here, UNICEF Executive Director Carol Bellamy Rolland Enviro100 Print, 70lb Text or similar recycled paper
announced the “25 by 2005” campaign to eliminate gender disparities in primary and secondary education. The
campaign, which includes 15 countries in Africa, focuses on countries where girls are furthest behind – and where
progress would make a real impact. Bellamy said UNICEF is prepared to do whatever is necessary to help the PRINTING METHOD
countries meet the goal of gender equality in education by 2005. Offset lithography
“It is our commitment that no girl will be left behind as her country attempts to move forward, and that every
girl will be educated to assume her rightful place as an agent in her country’s development,” Bellamy told the Text
ministers. She spoke at the opening session of the eighth conference of Ministers of Education of African Member
States (MINEDAF VIII), being held in Dar es Saalam through 6 December. 11/13 Times Roman. Leave one line space
The Millennium Development Goals agreed to by all the Member States of the United Nations have set 2005 as
between paragraphs.
the first milestone, seeking to end gender disparities in primary and secondary education by the end of that year.

Bellamy warned that failure to achieve credible progress toward the goals is a threat to human development.
“Any delay will only perpetuate entrenched inequities and condemn yet another generation of children to a life of
poverty, dependence, and unfulfilled possibility,” Bellamy said.

UNICEF will work closely with national governments and other partners to identify girls who are not in school in
the 25 countries. In each country, UNICEF will work with the government to mobilize new resources, build broad
national consensus about the need to get girls in school, and help improve schools themselves to make them more
welcoming to girls.

UNICEF said the lessons learned in the 25 by 2005 campaign over the next two years will be applied to
accelerating girls’ education in other countries until all children – girls and boys – enjoy their right to a quality
basic education.

United Nations Children’s Fund Telephone 212 326 7028

Three United Nations Plaza Facsimile 212 326 7758
New York, New York 10017 www.unicef.org

12.347mm 12.347mm

19.05mm 19.05mm
AUGUST 2008 BRAND TOOL KIT 8.01 Partnership overview
8.02 MULTIPLE PARTNERSHIPS: USe of Logo
8.03 Equal PARTNERSHIPS: use of logo

8.0 PARTNERSHIPS
AUGUST 2008 BRAND TOOL KIT 8.0 PARTNERSHIPS 8.01 PARTNERSHIP OVERVIEW
When we collaborate with other organizations, it
is important to ensure that all partners are fairly
represented. No two partnerships are ever the same,
though; the following pages show some of the variations
on representing joint endeavours in graphic form.
It is not necessary to apply the UNICEF brand style
and corporate visual identity to partnership campaigns.
It is important to use the logo properly and this section
provides examples to follow.
AUGUST 2008 BRAND TOOL KIT 8.0 PARTNERSHIPS 8.02 MULTIPLE PARTNERSHIPS: USE OF LOGO
In multiple partnerships, it is important to give all
partners equal emphasis. Remember to maintain a
clear space around each logo.
The examples on this page illustrates how to position the
logos of multiple partners, while giving equal emphasis
to all.

Use of logos showing

multiple partnerships
AUGUST 2008 BRAND TOOL KIT 8.0 PARTNERSHIPS 8.03 EQUAL PARTNERSHIPS: USE OF LOGO
In equal partnerships, it is important to give both
partners equal emphasis. Remember to maintain a
clear space around each logo.
AUGUST 2008 BRAND TOOL KIT 9.01 PRESENTATIONS OVERVIEW
9.02 USE OF POWERPOINT

9.0 PRESENTATIONS
AUGUST 2008 BRAND TOOL KIT 9.0 PRESENTATIONS 9.01 PRESENTATIONS OVERVIEW
This section explains how to use the elements of the
UNICEF brand to create presentations in Microsoft
PowerPoint.
Use the font Arial in bold and regular weights.
Charts and diagrams should be simple, clear and
uncomplicated. Three-dimensional effects and animation
should be avoided wherever possible. The complete main
colour palette can be used; however, keep the number of
colours appearing on any one slide to a minimum.
The use of photography to enhance or complement a
message is encouraged. However, photo imagery should
be kept to a minimum and used to communicate, not
decorate.
Remember that key points can be type-only slides or
type and image slides. Pacing is important, so after a
text-heavy section, a slide of colour background with one
sentence or an image slide with one sentence can be used
to create a moment of rest. It is important that the text be
kept simple and to a minimum.
The following page details the type specifications for
each slide.
For more technical guidance, refer to the PowerPoint
Tool Kit in the Branding section of the UNICEF intranet.
AUGUST 2008 BRAND TOOL KIT 9.0 PRESENTATIONS 9.02 use of Powerpoint
The examples below illustrate the recommended way
to design a presentation in PowerPoint.

Opening Slide Chart Slide

Title: Arial Bold, 48pt., All upper case Title: Arial Bold, 28pt., upper and lower case
Subtitle: Arial Regular, 28pt., upper and lower case

New Section or Chapter Slide Map Slide

Title: Arial Bold, 40pt., upper and lower case Title: Arial Bold, 28pt., upper and lower case
Body Text: Arial Regular, 14pt., upper and lower case
AUGUST 2008 BRAND TOOL KIT 10.01 VIDEO

10.0 VIDEO
AUGUST 2008 BRAND TOOL KIT 10.0 VIDEO 10.01 VIDEO OVERVIEW
The UNICEF Video Tool Kit is the print and web
guidelines ‘set in motion’. It represents the signature
look and packaging of all video presentations, including
animated end-tags, lower-thirds for captioning, various
slates, UNICEF logo, backgrounds and transitions.
The Video Tool Kit is a set of data DVDs in both PAL
and NTSC standards in all six official UN languages:
Arabic, Chinese, English, French, Russian and Spanish.
It also provides all elements necessary for creating
video products in local languages. Beta SP and Digibeta
versions are available on request.
For more detailed technical specifications on the Video
Tool Kit visit www.unicef.org/media/media_tools_
guidelines.html
AUGUST 2008 BRAND TOOL KIT 11.01 WEBSITE OVERVIEW
11.02 LOGO AND TAG LINE
11.03 COLOUR
11.04 TYPOGRAPHY, WRITING STYLE AND IMAGERY
11.05 WEB PAGE PRODUCTION
11.06 WEB PAGE PRODUCTION (CONTINUED)

11.0 WEBSITE
AUGUST 2008 BRAND TOOL KIT 11.0 WEBSITE 11.01 WEBSITE OVERVIEW
This section explains how to use the elements of
UNICEF’s identity to build functional, interesting and
engaging web pages.

Correct use of the logo and tag line reversed out of cyan

Correct use of colour and typography

Correct use of imagery

Correct use of typography and writing style

Correct content legibility

AUGUST 2008 BRAND TOOL KIT 11.0 WEBSITE 11.02 LOGO AND TAG LINE
LOGO
To create web graphics with the logo, use the standard
graphics files available on the Intranet. Do not alter the
colours used in these files, or trim the borders, which
constitute the required clear space.
The source files will be available in reversed white out of
cyan and in cyan positive on white. We recommend the
reversed white out of cyan version be used in web page
top banner areas and on home pages, accompanied by
the tag line in the same colour.
If you are developing a localized version of the logo
image, please maintain the same minimum clear space
as for print: half the height of the letter ‘u’ in the logo.
Placement: the logo will be on the top right corner of
every web page, accompanied by the tag line on the left.
The UNICEF logo should be no smaller than 100 pixels in
width.
Tag line
To create web graphics with the tag line, use the standard
graphics files available on the Intranet. Do not alter
the colours used in these files, or trim the borders, which
constitute the required clear space. The files will be
available in reversed white out of cyan.
In all page top banner areas and in the majority of other
cases, horizontally align the tag line with the logo. The
unicef.org website uses the stacked version of the tagline
(see left). The tag line and logo maintain a 1:1 height
relationship. You can modify the lateral distance between
the logo and the tag line if required.
Placement: top left corner of every web page,
accompanied by the logo on the right. We recommend
the reversed white out of cyan version of the tag line,
accompanied by the logo in the same colour.
AUGUST 2008 BRAND TOOL KIT 11.0 WEBSITE 11.03 COLOUR
The UNICEF web colour is the web safe version of cyan:
#0099FF.
All main pages (homepage or section landing pages)
should use white as their primary background colour to
maximize legibility of the text and use cyan as an accent
colour. Less text heavy pages can use cyan as their
primary background colour, with white or yellow text.
The following colours can be used for emphasis, variety
and secondary design elements:
magenta #FF0099
yellow #FFFF00
dark blue #333399
black #000000
and percentages of cyan (5%-100%)
In addition, a limited palette of additional accent colours
has been approved for use on www.unicef.org. You
may also use these colours for emphasis, variety and
secondary design elements:
yellow: #FFD76A

orange: #DF5E32 #FF8448

greys: #333333 #D0D0D0

and blues: #9CAABA #D3E1EB

#047BD2 #0093EF
Body text should be black on a white background. On
content pages, link colours should be the web default
values.
AUGUST 2008 BRAND TOOL KIT 11.0 WEBSITE 11.04 TYPOGRAPHY, WRITING STYLE AND IMAGERY
TYPOGRAPHY
Web fonts: Use Univers in graphics used as titles or
headlines, and in other graphics that incorporate text.
Verdana is the official font for all HTML text (body text,
headers, captions, links, etc.) on unicef.org. Arial, a sans-
serif font, can be used as an alternative accent font.

Names of website sections and headers on web pages

may be either in upper and lower case or all upper case.
The UNICEF Web Style Guide will give more specific
guidance for pages on our website.

Headers and body text should be left aligned in left to

right languages.
WRITING STYLE
When you write for the web:
• be economical and to the point — sentences should be
a maximum of about 30-35 words long
• use the active voice
• avoid starting sentences with subordinate clauses
• structure your text using the format issue, action, impact
• make liberal use of headers, subheads and bulleted and
numbered lists, in order to break up large areas of text,
facilitate scanning and enhance readability.
If the text for a given web page is more than 500 words,
consider splitting it up into two or more pages.
IMAGERY
On the web, use the three preferred image styles:
1 Content relevant photographs in vertical or horizontal
format optimized for the web.
2 Silhouetted portraits.
3 Banners/promotional buttons/icons/graphics.
Credit information for all photographs on the web should
be provided, as is done for print publications.
AUGUST 2008 BRAND TOOL KIT 11.0 WEBSITE 11.05 WEB PAGE PRODUCTION
As a general rule, Internet content developed by UNICEF
offices (including Headquarters divisions, Regional
Offices and Field Offices) belongs on the UNICEF website
at www.unicef.org, on servers in New York. Pages on this
site typically use pre-defined templates, which already
incorporate the brand guidance provided in this tool kit.
Pages on the UNICEF website will be designed according
to the UNICEF Web Style Guide being prepared by DOC,
which will be available on the Intranet. The Web Style
Guide will provide more detailed guidance and standards.
Please contact Tim Ledwidth, UNICEF Communication
Specialist in the DOC web team, for more information on
the Web Style Guide.
Websites developed by National Committees, and
exceptional websites that require their own domain, are
not subject to the Style Guide. However, they must still
conform to the general brand guidance outlined in this
tool kit. If you have a site that you believe must have
a separate domain, please contact both ITD/Network
Services and DOC (IBIS/Web team). Requests will be
reviewed on a case-by-case basis.
AUGUST 2008 BRAND TOOL KIT 11.0 WEBSITE 11.06 WEB PAGE PRODUCTION (CONTINUED)
Information architecture: Where appropriate, build your
information architecture according to the issue-action-
impact model. Sites on www.unicef.org will in many
cases fit into an existing information architecture that
is already structured in this way.
In all cases, HTML page titles should have ‘UNICEF’ as
the first word.
Legibility: you can incorporate design enhancements to
improve legibility where appropriate. Keep these changes
subtle and in harmony with the overall look of the brand.
Examples: striping alternate rows of a long data table
with very light grey; adding background colours to
table header cells to distinguish them from data cells;
colouring headers using colours from the brand palette,
(see section on Colour, 4.0).
Images: prepare web images according to the brand
guidelines under Photography (see section 5.0) and
according to the general principles governing use of
images on the web. The latter include using appropriate
image formats (jpg or gif), compression and small file
sizes. Refer to the UNICEF Web Style Guide for more
detailed information.
Text layout: Body text should in most cases be in a single
column. Adjoining columns can be used for navigational
links or related information.
AUGUST 2008 BRAND TOOL KIT 12.01 RESourceS AND CONTACTS
12.02 CREDITS

12.0 RESOURCES
AUGUST 2008 BRAND TOOL KIT 12.0 RESOURCES 12.01 RESOURCES AND CONTACTS

BRAND SITE Contacts

The resources below can be Design resources general brand questions
found on the UNICEF intranet site and Templates please e-mail:
under Communication/Branding. Business Cards [email protected]
www.intranet.unicef.org/docny/ Stationery
branding.nsf Media releases Michelle Siegel
Powerpoint Brand Specialist
Resource Information Logos Division of Communication
Introduction to Brand Tag lines New York
Brand Book PDF (Eng, Fr & Sp) Supplies [email protected]
Brand Tool kit PDF (Eng, Fr & Sp) Folders
Logo Guidelines (Eng, Fr & Sp) Michael Klaus
Gallery Chief, Communication Section
Frequently Asked Questions Images Geneva Regional Office
General FAQ National Committees [email protected]
Technical FAQ Other materials
UNIVERS Q&A Publications
Signage
AUGUST 2008 BRAND TOOL KIT 12.0 RESOURCES 12.02 CREDITS

Photo Credits
SECTION 1 LOGO SECTION 6 SIGNAGE
2.02 © UNICEF/HQ92-0572/Charton 6.01 Bottom row from left to right
2.09 © UNICEF/HQ07-1109/Noorani (Centre) © UNICEF/HQ99-0685/Horner (Digitally
© UNICEF/HQ06-0408/Pirozzi (Right) altered for illustrative purposes only)
© UNICEF/HQ01-0059/Bronstein
SECTION 4 COLOUR (Digitally altered for illustrative
4.02 © UNICEF/HQ06-1823/Estey (Right) purposes only)
© UNICEF/HQ00-0682/Chalasani (Left) © UNICEF/2004/Bornholtz
© UNICEF/HQ99-0373/Horner (Digitally
SECTION 5 Photography altered for illustrative purposes only)
5.01 © UNICEF/HQ06-0027/Bannon
5.02 Clockwise from top left: SECTION 7 PRINT
© UNICEF/HQ92-0192/Leslie 7.01 © UNICEF/HQ07-0108/Jean (Centre)
© UNICEF/HQ03-0354/Vitale © UNICEF/HQ02-0511/Vitale (Right)
© UNICEF/HQ97-0308/Noorani
© UNICEF/HQ04-0089/Nesbitt SECTION 8 PARTNERSHIPS
5.03 Clockwise from top left: 8.01 © UNICEF/2007/Markisz
© UNICEF/HQ92-0120/Colvey
© UNICEF/HQ02-0266/Pirozzi SECTION 9 PRESENTATIONS
© UNICEF/HQ92-2022/LeMoyne 9.01 © UNICEF/08-0626/Dean
5.04 Clockwise from top left: 9.02 © UNICEF/08-0626/Dean (Top)
© UNICEF/HQ04-0264/Nesbitt © UNICEF/06-2421//Markisz (Bottom)
© UNICEF/HQ97-0945/Horner
© UNICEF/HQ95-0743/Balaguer SECTION 10 VIDEO
5.05 Clockwise from top left: 10.01 © UNICEF/2004/Antonelli
© UNICEF/HQ00-0590/Hernandez-Claire
© UNICEF/HQ04-0396/Bonn
© UNICEF/HQ99-1088/LeMoyne
5.06 Clockwise from top left:
© UNICEF/HQ04-0122/Nesbitt
© UNICEF/HQ00-0781/DeCesare
© UNICEF/HQ03-0521/LeMoyne