identity. · 2020. 10. 8. · red cross name (either ‘røde kors’, ‘danish red cross’ or...

IDENTITY.

RED CROSS DESIGN MANUAL

RED CROSS / DESIGN MANUAL 2

LOGO / TYPOGRAPHY / COLOURS / PICTURES

Resourceful

Competent and innovative

Presence

Trustworthy

Visual interpretation of core concepts

VISUAL DRIVERS

Solid, robust and impossible to miss. The red cross is a guarantee that emergency aid, tents and medicines will reach those who need them when they need them and that every penny and hour spent will make the greatest possible difference. We don’t just talk about the problems - we act on them and we make things happen. Alone we can only do little. Together we can change the world.

You’ll find the red cross on our recyclable containers, our collection boxes and on envelopes carrying our mail. And you’ll find it on your water bottle in restaurants, on scratch cards and on your smartphone. We’re never afraid to rethink, recreate and renew the humanitarian field, as long as what we do works and has a documented impact.

Red Cross is present - wherever it is needed. Be it in global hotspots, in the storm of conflict, at Christians-borg - home of the Danish Parliament, or in your local shopping centre. We are present where we’re most needed, and where we can make a real difference. Together.

When we speak - people listen. It’s not something we take for granted but something we’ve worked hard for and have demonstrated throughout our history. Our expertise and trustworthiness are our most valuable as-sets. Without this trust, we’d have no mandate, and there’d be no Red Cross.

A purposeful and confident visual style placing the red cross symbol at the centre of events. It’s unconven-tional, it’s innovative and it’s sharp. The central position of the symbol makes it active, dynamic and enticing. The no-nonsense typography works equally as well in lifestyle supplements as it does in a war zone. Limited and consistent use of colours makes our communication focussed and precise. We use a tinted background conveying warmth, presence and calm. The imagery is at once authentic, enticing, present, engaging and moving. This is achieved through picture cropping, focus, eye contact and just the right balance between text and pictures. The sender is always unmistakable, which makes for clarity and which indirectly encourages people to get up and act.



LOGO.



At Red Cross, we distinguish between the red cross as a protective emblem and the red cross as our logo. Protective emblem The red cross emblem signifies neutral protection and relief for people at war. The cross is protected by international rules described in the 1949 Geneva Conventions. The Geneva Conventions have been signed by nation states, and these states are entitled to use the red cross as a protective emblem. In Denmark, the medical and health services of Defence Command Denmark and the Danish Home Guard can use the protective emblem. The emblem includes a red cross against a white background with no name. Logo Danish Red Cross is recognised by the Danish state as a national Red Cross association. The Geneva Conventions therefore entitle us to use the red cross as a logo of identification for our association and our humanitarian work in Denmark and internationally. The red cross is used as a logo to indicate affiliation/sender. The red cross logo must as far as possible distinguish itself from the protective emblem.

THE RED CROSS LOGO Introduction

Danish Red Cross has two different logos:

• A primary logo – a red cross with no name. • A co-branding logo – a red cross with the

Red Cross name (either ‘Røde Kors’, ‘Danish Red Cross’ or ‘Croix Rouge Danoise’).

The primary logo The primary logo with no name can be used as an eye catcher and has immense signal value in campaigns and on the front of printed material. The more detailed guidelines for the logo are described in the design guidelines on the Red Cross graphical identity.

The logo can be placed against a white background; a light, tinted background; or it can be superimposed on pictures. Where the logo appears against a white background, it must always be accompanied by the Red Cross name, clearly visible. The primary logo may never be placed against a white background on flags, T-shirts, uniforms, buildings, cars or tents. In these situations, the co-branding logo should be used instead.

There should never be any doubt about Red Cross being the sender. Therefore, the Red Cross name must always appear somewhere on

the surface. For example, in the message text or as part of an option to act e.g. a URL.

The co-branding logo In the Red Cross co-branding logo, the name is coupled directly to the logo. The name is either ‘Røde Kors’, ‘Danish Red Cross’ or ‘Croix Rouge Danoise’. The co-branding logo can be placed against a white background; a light, tinted background; or a light picture. At Danish Red Cross, the co-branding logo is primarily used together with the logo of other organisations or companies with which Danish Red Cross cooperates. The co-branding logo can also be used to indicate affiliation/sender. The Red Cross graphical identity has been approved by the Danish Red Cross governing board.



THE PRIMARY LOGO The red cross with no name

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The red cross symbol is centred on front pages, posters, banners and other conspicuous surfaces. It’s a robust and simple symbol, with a clear and unequivocal meaning. Placing the symbol at the centre signifies that Red Cross is present, at the centre of events - resourceful and competent. Sender When the red cross appears as a primary logo with no name, the Red Cross name must be clearly visible elsewhere on the surface. It must be clear from the message, for example, or as part of an option to act, that the sender is Red Cross. People must have an opportunity to act when they’re introduced to our messages, for example in a campaign context. So, there should always, as a minimum, be a URL (web address). The Red Cross name may at times be highlighted in red font to make Red Cross stand out as the sender of the message, for example in the middle of a text section or in a URL (web address). The Red Cross name should not be highlighted everywhere it appears - there should be only one instance of the Red Cross name in red font on the same surface. The Red Cross name may also be highlighted using bold font.

rødekors.dk

Røde Kors




LOGO Position

Position The red cross symbol is centred on front pages, posters, banners and other conspicuous surfaces. It’s a robust and simple symbol, with a clear and unequivocal meaning. Placing the symbol at the centre signifies that Red Cross is present, at the centre of events - resourceful and competent. The symbol can be centred relative to the specific format or relative to a defined area/field of the format. Background The symbol can be placed on pictures, on a white background or on the special Red Cross-tinted background (see under Colours). The cross may never appear on a white background without name on flags, T-shirts, uniforms, buildings, cars or tents. This is because in these situations, the cross may be confused with the protective emblem (see The Red Cross Logo - Introduction above).



LOGOExamples of use

Outdoor banners The red cross centred relative to the format on a photo background.

Masthead The red cross centred relative to the letter-head on a tinted background.

Clementina vil selv -Afrika skal selv

Hjemløse kvinder“Vi kan mærke finanskrisen.” fortæller lederen af Natheb-jerget

600 kr. rækker langtSe hvad Røde Lors bruger pengene til efter katastro-fen i Haiti

INDSAT OG ENSOM

RØDE KORS MAGASIN

NR. 03/2010


Hjemløse kvinder“Vi kan mærke finanskrisen.”

fortæller lederen af Natherbjerget

600 kr. rækker langtSe hvad Røde Lors bruger

pengene til efter katastrofen i Haiti



LOGOExamples of use

Direct mail The red cross centred relative to the format on a photo background/tinted background.

Direct mail The red cross centred relative to a defined field on a photo background/tinted background.

Poster The red cross centred relative to the format on a photo background/tinted background.



The red cross with name is primarily used together with the logo of other organisations or companies in cooperation contexts, and when representing Denmark abroad (the English or French version of the name). It may exceptionally be used to indicate the sender on the back page or in the colophon in printed material. See also page 5 on the use of logos. The co-branding logo is a single unit: a red cross and the name in a white box. Do not change the relationship between the three elements of the logo and keep the original proportions when scaling. There are two variants of the logo: a vertical and a horizontal. All three language versions come in both variants: • Røde Kors • Danish Red Cross • Croix Rouge Danoise

CO-BRANDING LOGOThe red cross with name

Horizontal logo variant

Vertical logo variant



A

Respect distance Text/other design elements must be placed at a minimum ‘respect distance’ from the logo in its white box. Logo size To ensure legibility of the name, the logo may not be smaller than a defined minimum logo size when used in printed material. When the logo is used on items such as pens or similar, the minimum size may be disregarded.

CO-BRANDING LOGODistance and size

Minimum respect distance Is defined relative to the size of the logo as indicated below.

Minimum logo size • vertical logo variant 16mm high • horizontal logo variant 12mm high

A

A

15 mm

12 mm



All local branches of Red Cross use the same logo. More specifically, the local branch and/or activity are not added to the Red Cross logo. To indicate sender, the branch name is placed on the item, for example in the corner or immediately after the text. The activity can be placed as a marker to indicate the target group, for example in the corner or relative to the heading/text. The name and the activity are to be set in Gotham Light or Gotham Book. Don’t highlight the sender in large font. The sender is not the primary message - all focus should be on the heading.

LOCAL SENDERPosition of branch name and activity

DET ER DEJLIGT AT HJÆLPE.KOM OG VÆR MED.

RØDE KORSAFDELING SLAGELSE2010

RØDE KORS TØJBUTIK

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RØDE KORS BUTIK - MØBLER,TING OG SAGER

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SAMARITTER

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BESØGSTJENESTE

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SELVHJÆLPSGRUPPER


TELEFONKÆDER

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VÅGETJENESTEN


NØRKLERE

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UNGE MØDRE

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INDSAMLING


SenderIn this example, the local branch name is placed in the bottom left corner on the front page of the leaflet.

RØDE KORSSTEDNAVN 2012



Gotham Gotham is an OpenType font which can be used on both PC and Mac. Red Cross uses Gotham Light, Gotham Book, Gotham Bold and Gotham Black. Gotham is used for headings and short text bites, such as introductory paragraphs and quotes. Gotham Black is the primary typeface for headings on front pages, posters, banners and other conspicuous surfaces where the red cross symbol has a prominent position. Gotham Black should always be in upper case letters. See under Use for the specific use of the other typefaces.

TYPOGRAPHYGotham

GOTHAM LIGHTGotham Light

GOTHAM BOOKGotham Book

GOTHAM BOLD

GOTHAM BLACK



Gotham NarrowGotham Narrow is an OpenType font which can be used on both PC and Mac. Red Cross uses Gotham Narrow Book, Gotham Narrow Book Italic and Gotham Narrow Bold. Gotham Narrow Book is used for body text and text in fact boxes (the heading in fact boxes is set in Gotham, just as all other headings). Gotham Narrow Book Italic is used when there is a need to make sections of the body text stand out, for example questions/answers in interviews and quotes. Gotham Narrow Bold is used for subheadings in body text.

TYPOGRAPHY Gotham Narrow

Gotham Narrow Book

Gotham Narrow Book Italic

Gotham Narrow Book



Red Cross online Verdana is a font in the Microsoft Office package and is available on most computers. Red Cross uses Verdana for web, PowerPoint and Word documents to ensure that text does not appear inappropriately on the recipients’ computers.

TYPOGRAFIVerdana

VERDANA REGULARVerdana Regular

VERDANA BOLDVerdana Bold



TYPOGRAPHY Use

text level 1

Campaign statements/headings Gotham Black Upper case letters Centre-aligned

Magazine headings Gotham Light, Gotham Book, Gotham Bold and Gotham Black. Centre-aligned • Can be set in upper as well

as lower case letters • Centred on the page or relative

to the full spread

KRIG.GRU.HÅB

ET FOLKDER FLYGTER

udsatExample:

Gotham Black, upper case letters

Example: Gotham Light,

lower case letters



text level 2

Short texts/introductory paragraphs: Gotham Light, Gotham Book or Gotham Bold (depending on background (legibility)), spacing -10

Quotes: • Quotation marks: Gotham Black, 20pt • Quote: Gotham Light, 20pt/21pt,

spacing -10 • Name: Gotham Narrow Bold, 8pt/ 21pt • Centre-aligned

Fact boxes • Heading in Gotham Light in upper

and lower case letters (used only for short, one-line headings and minimum 20pt), spacing -10

• Heading in Gotham Bold in upper case letters, spacing -10

• Text: Gotham Narrow Book • Centre-aligned

TYPOGRAPHY Use

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“ Duis autem vel eum iriure esse molestie consequat ”— Kofi Osei Odei —

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adipiscing elit, diam nibh nonummy

euismod tincidunt

Lorem ipsum dolor sit amet, consect

adipiscing elit, diam nibh nonummy

euismod tincidunt

LOREM IPSUM DOLOR SIT AMET

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tincidunt ut laoreet dolore

VandLorem ipsum dolor sit amet,

consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat

LOREM IPSUM DOLOR SIT AMET

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tincidunt ut laoreet dolore.



text level 3

Body text Gotham Narrow Book Left-aligned 8.5pt/12.5pt or 9.5pt/13pt Gotham Narrow Book Italic to highlight text

Subheading Gotham Narrow Bold Left-aligned 8.5pt/12.5pt

Caption Gotham Narrow Bold 8pt/10pt Right-aligned or left-aligned

TYPOGRAPHY Use

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8,5 pkt./12.5 pkt.

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9,5 pkt./13 pkt. - Til fx Frivillig bladet



Campaign

TYPOGRAPHY Use

Kirsten Holm AndersenRefshalevej 1531432 København V

KRIG.GRU.HÅB.

Det handler lige nu om at sikre mad og vand til de overlevende. At finde husly til de mange tusinder, der har mistet alt.

Og at give lægehjælp til de sårede. Det er Røde Kors’ arbejde i en nøddeskal – i alle verdens brændpunkter.

Din støtte gør en verden til forskelfor et menneske i nød

Outdoor banners • Headings are centred and set in Gotham Black • Text is left-aligned, bottom corner

and in Gotham Book • The URL address may be set in red font

Advertisements • Headings are centred in the the page in

Gotham Black • Text is centred below • The URL address may be set in red font

Direct mail • Headings are centred in a tinted field,

Gotham Black, centre-aligned • Text is left-aligned and set in

Gotham Narrow Book • Red Cross name is highlighted in bold

in the text and may be set in red font

(Layout is adjusted to standard position of window in window envelopes)

In general Headings on general campaign items featuring the red cross symbol are always placed relative to the posi-tion of the cross (see section above on the Red Cross logo), i.e. on the same page, centred above or below the centred cross. In a spread, the heading may, alternatively, be placed on the opposite page, horizontally aligned with the cross.



Campaign

TYPOGRAPHY Use

Outdoor banners • Headings are centred and set in Gotham Black • Text is left-aligned, bottom corner and in

Gotham Book • The URL address may be set in red font

Advertisements • Headings are centred in the the page in

Gotham Black • Text is centred below • The URL address may be set in red font

Direct mail • Headings are centred and set in

Gotham Black • Text is left-aligned in the top

right corner in Gotham Narrow Book • Red Cross name is highlighted in bold

in the text and Red may be set in red font

(Layout forholder sig til standard placering af rude i konvolut)

In general Headings on general campaign items featuring the red cross symbol are always placed relative to the posi-tion of the cross (see section above on the Red Cross logo), i.e. on the same page, centred above or below the centred cross. In a spread, the heading may, alternatively, be placed on the opposite page, horizontally aligned with the cross.

Det tog kun et øjeblik for jordskælvet at ændre Haiti for altid. Kun et øjeblik at tage utallige liv. At ødelægge huse, veje og vandledninger. Kun et øjeblik for deres verden at styrte i grus.

Efter så voldsomt et jordskælv har hjælpe-arbejderne kun 2-3 dage til at finde de over-levende, før de bukker under for kvæstelser eller tørst. Derfor er det så livsvigtigt, at Røde Kors kan gå i aktion omgående. Og det er derfor, din støtte er så vigtig – så vi hurtigt kan rykke ud, når mennesker kommer i nød.

Kirsten Holm AndersenRefshalevej 1531432 København V

KRIG.GRU.HÅB.



Publications

TYPOGRAPHY Use

Spread with heading and short text • Headings are centred in the the page in Gotham Black and

upper case letters • Text is centred below in Gotham Light • Captions are right-centred in the picture • Page numbers are centred vertically in relation to the format

Spread with several topics • Headings are set in Gotham Black in upper case letters

centred above text columns and associated content • Highlighted centred text in red font • Page numbers are centred vertically in relation to the format

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nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat vo-lutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper

suscipit lobortis nisl ut aliquip ex ea commodo consequat.

25

Duis autem vel eum iriure dolor in

hendrerit in vulputate velit esse molestie

consequat

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adipiscing elit, sed diam nonummy nibh

euismod tincidunt ut laoreet dolore magna

aliquam erat volutpat. Ut wisi enim ad

minim veniam, quis nostrud exerci tation

ullamcorper suscipit lobortis nisl ut aliquip

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et accumsan et iusto odio dignissim qui

blandit praesent luptatum zzril delenit

augue duis dolore te feugait nulla facilisi.




aliquam erat volutpat.

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exerci tation ullamcorper suscipit lobortis

nisl ut aliquip ex ea commodo consequat.

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vel illum dolore eu feugiat nulla facilisis at

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dolore magna aliquam erat volutpat. Ut wisi

enim ad minim veniam, quis nostrud exerci

tation ullamcorper suscipit lobortis nisl ut

FLUGT TØRKESULT

“ Duis autem vel eum iriure dolor in hendrerit in vulpu-

tate velit esse molestie con-sequat ”

— Kofi Osei Odei —

25 25

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ex ea commodo consequat. Duis autem vel

eum iriure dolor in hendrerit in vulputate


dolore eu feugiat nulla facilisis at vero eros


blandit.

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dolore te feugait nulla facilisi. Lorem ipsum

dolor sit amet, consectetuer adipiscing elit,

sed diam nonummy nibh euismod tincidunt

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.20 mio børn

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esse molestie consequat,














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blandit praesent luptatum zzril delenit

augue.

20.000 landsbyerhar fået en bønd

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dolore magna aliquam erat volutpat. Ut wisi

enim ad minim veniam, quis nostrud exerci

tation ullamcorper suscipit lobortis nisl ut



Magazines / 1

TYPOGRAPHY Use

Magazine - opening spread Heading (centre-aligned) centred relative to the spread, in lower case letters

Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat

3 mio hjemløsebørn lever på gaden

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Duis autem vel eum iriure Dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi

.


Hjemløse kvinder“Vi kan mærke finanskrisen.” fortæller lederen af Natheb-jerget

600 kr. rækker langtSe hvad Røde Lors bruger pengene til efter katastro-fen i Haiti

INDSAT OG ENSOM

RØDE KORS MAGASIN

NR. 03/2010


Hjemløse kvinder“Vi kan mærke finanskrisen.”

fortæller lederen af Natherbjerget

600 kr. rækker langtSe hvad Røde Lors bruger

pengene til efter katastrofen i Haiti

Magazine cover Centre-aligned text, centred: • relative to the masthead • relative to the format



Magazines / 1

TYPOGRAPHY Use

25 2625

20.000RØDE KORSFRIVILLIGE

Aliquip ex dolorescommodo consequat


Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan. et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Lorem ipsum dolor Sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo

www.roedekors/butik.dk

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www.frivillig.dk


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“ Duis autem vel eum iriure dolor in eum hendrerit in

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— Kofi Osei Odei —

300 mio.

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Magazine spread Heading centre-aligned and centred in the white space (defined in the layout)

Magazine spread Centre-aligned quote Centre-aligned text in fact boxes Body text and captions left-aligned



Verdana in PowerPoint / title page

TYPOGRAPHY Use

• Headings are centred on the page and set in Verdana Bold in upper case letters • Text is centred below and set in Verdana Regular • The footer is centred and set in upper case letters

• Headings are centred on the page and set in Verdana Bold in upper case letters • Left-aligned text • The footer is centred and set in upper case letters

RØDE KORS / 22.10.11 / FORRETNINGSUDVIKLING

ALENE

1

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Hvordan moderniserer vi Røde Kors butikkerne?


FLAGSHIPSTORES

1



Verdana in PowerPoint / contents page

TYPOGRAPHY Use

• Large highlighted numbers/text are centred on the page in red font and in Verdana Bold • Left-aligned text • The footer is centred and set in upper case letters

• Headings are centred in the white field and set in Verdana Bold • Body text is left-aligned and set in Verdana Regular • The footer is centred and set in upper case letters

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COLOURS.



Cross-red Used for the logo, to highlight the Red (Cross) name in the URL address, in graphs, for background colour and text in fact boxes, quotes, captions, and more. When other design elements are positioned together with the red cross, use of the cross-red colour should be limited to highlighting Red Cross in red font.

The Red Cross hue/tint The soft, light-red tint is a common visual identity trait. It adds hue and removes the otherwise clinical expression of the red cross set against a white background. The light-red tint also clearly differentiates Red Cross from other relief organisations. The light-red tint is used as background colour, as a transparent tint on photos (multiply layer), and for fact boxes and headings.

COLOURSPrimary

CMYK: 0–100–100–0RGB: 227–10–11 #: e30a0bPantone: 485 C

CMYK: 0–5–2–0RGB: 254–245–245#: fef5f5 Pantone: 5% 485 C


RØDE KORS / DESIGNMANUAL 28

Grey shades Are used as background colours in text boxes, for headings, captions, and other text that needs to be differentiated from the black body text, as well as for graphs and other infographics.

COLOURS Secondary

CMYK: 0–10–2–89RGB: 55–53–56#: e30a0b

CMYK: 0–6–2–61 RGB: 118–114–119#: 767277

CMYK: 0–4–1–48RGB: 152–149–152#: 989598

CMYK: 0–3–1–28RGB: 201–197–197 #: c9c5c5

CMYK: 0–8–2–75RGB: 90–88–91#: 5a585b

CMYK: 0–2–0–7RGB: 231–229–231#: e7e5e7



COLOURS Function

Red shadesUsed for graphs and other infographics

Splash colour Used only to a limited extent for splashes and similar. Note that the colour will be more intense and striking if printed as a spot colour (Pantone).

CMYK: 16–100–100–6RGB: 200–23–30 #: c8171e

CMYK: 0–68–30–0RGB: 242–117–129#: f27581

CMYK: 0–38–10–0RGB: 247–176–189 #: 7b0bd

CMYK: 0–20–3–0RGB: 252–210–221 #: fcd2dd

Cross-red light-red tint

CMYK: 0–5–100–0RGB: 252–228–0#: fce400Pantone: 803 C


PICTURES.



We distinguish between iconic and documentary pictures. Iconic pictures Iconic pictures are used in campaigns and on individual / primary surfaces, such as on front pages, posters, banners, etc. The iconic pictures differ from the documentary photos that depict reality more objectively, as seen from the outside. Iconic pictures convey the subjective narrative about the human being, emotions, suffering, hopes and dreams. Iconic pictures are always trustworthy and authentic but at the same time allow a view of existence seen from the micro-perspective - seen from the inside. How the text and the iconic pictures interact is vital. It’s important that they complement each other, and that their interaction adds an edge to the overall expression. The text can add perspective to the subjective element by providing insight into the overarching common story reflected in the personal narrative. Focused The composition and motif must be focused, clean and easy to interpret. It’s important to convey calm and to make space for the text and the message.

Compassionate The picture must create presence and help us to identify and empathise with people in need; help us understand their suffering. We should be moved - and moved to act, without the picture being blatantly sentimental and stereotypical. Such pictures should always be respectful, so that the integrity of the people they portray is not compromised. Focus is often on a significant detail - an expression in the eyes, body language. The pictures are about people, their integrity and their rights. Eye contact catches our attention, creates presence, involves us. Cropping hones the focus. Cropping adds drama, energy, and dynamics. In some situations, the motif may be tilted to add movement, energy and direction. Don’t be afraid of the close-up! It creates presence. Let us gaze into the soul of the person portrayed and understand. Don’t let us remain untouched, unaffected.

PICTURESIconic



PICTURESExamples

Composition The light creates the composition, creates focus. The woman in the middle is gazing straight ahead. The contrast between areas with shadow and areas with light provides a calm background for text.

Cropping Close-up, bare, intense. No unnecessary details. Presence.



PICTURESExamples

Eye contact Direct contact with the viewer. Composition The blurred foreground enhances the focus on the woman in the middle, so that the picture tells the story of the volunteer.



Pictures help tell the story of what the Red Cross does. Pictures can instantly turn what seems abstract and unreal into something all too real. The challenge with documentary pictures is that they must be authentic and trustworthy and at the same time of a certain quality, so that the Red Cross organisation comes across as professional, resourceful and competent. Challenge If it’s not possible to obtain professional photo material from expert photographers, it’s important to work conscientiously with image processing and cropping. • Make sure to appropriately adjust contrast in

poor footage

• Remove any colour cast that does not suit the visual identity

• Enhance the focus by cropping the picture

• An unconventional crop can make for a dynamic composition, but it must make sense and not just be a fancy trick.

PICTURESDocumentary

Contrast Make the pictures appear cleaner by enhancing the contrast. This is particularly important if you want to apply the Red Cross light-red tint to a picture.



PICTURES Tinting

The soft light-red tint is a common visual identity trait adding hue, warmth, presence and calm. This tinting is applied to all pictures in all primary communication surfaces. Consistent use of this visual trait ensures recognition and association with Red Cross. The tinting is applied as a transparent layer over photos (multiply layer) and can be applied to black-and-white photos as well as to colour photos. Tinting is not applied consistently to all pictures in inner spreads, e.g. pictures in a feature article.

Tinting over black-and-white photos Tinting over colour photos

identity. · 2020. 10. 8. · red cross name (either ‘røde kors’, ‘danish red cross’ or...

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