brand toolkit - christianaid.org.uk
TRANSCRIPT
Brand Toolkit
Getting to know Christian Aid
This toolkit will help you to get to know and apply Christian Aid’s brand as you create content. Our brand expresses our identity: who we are and what we stand for.
The brand toolkit can be used by Christian Aid staff, agencies and freelancers – anyone who creates content for Christian Aid’s audiences. More detailed guidance can be found in our Tone of Voice and Visual Identity guidelines.
The following pages will help you get to know Christian Aid better.
Talking about Christian Aid
Our values
Our personality
Our visual identity
Our imagery
Version 3, July 2020.
Talking about Christian AidYou can use this text word-for-word to provide a brief introduction to Christian Aid.
In one sentence
Christian Aid exists to create a world where everyone can live a full life, free from poverty.
In one paragraph
Christian Aid exists to create a world where everyone can live a full life, free from poverty. We are a global movement of people, churches and local organisations who passionately champion dignity, equality, justice and love worldwide. We are the changemakers, the peacemakers, the mighty of heart.
In more detail
Christian Aid exists to create a world where everyone can live a full life, free from poverty.
Poverty is an outrage against humanity. It robs people of their dignity and lets injustice thrive. But together we have the power to transform lives.
We are a global movement of people, churches and local organisations who passionately champion dignity, equality, justice and love worldwide. We are the changemakers, the peacemakers, the mighty of heart.
Everyone is equal in the sight of God. For over 70 years, this truth has inspired us to stand together in solidarity with our most marginalised global neighbours, of all faiths and none.
We push for good nutrition and healthcare for all. We fight the climate crisis and provide urgent help when disasters strike. We work in places of conflict to stand against violence and build lasting peace. And we help people living in poverty to earn a fair wage so they can protect themselves in times of crisis.
Above all, we seek to eradicate extreme poverty by tackling its root causes. Together with people living in poverty, we amplify our voices to speak truth to power and create lasting change.
Our valuesOur values shape our identity and direct us with purpose.
We believe that all people are created in God’s image and have inherent value and worth. We fight for the dignity of others and support them to change their own lives.
Everyone is equal in the sight of God. We tackle the power imbalances that cause poverty to create a world in which everyone has an equal voice, equal power and equal opportunities.
Dignity Equality Justice
Love is the core of who we are. God’s love transforms us: it gives us the strength to stand in solidarity with our global neighbours against poverty and injustice.
Love
We stand with the most vulnerable and excluded to build a fairer world. Together, we amplify our voices to boldly speak truth to power, challenging systems and structures that oppress people.
Our personalityIn our communications, we express ourselves through our brand personality. It’s important that we convey our personality in the language, tone of voice and visuals that we use.
Everyone is equal in the sight of God and has fundamental dignity. We work tirelessly to help people of all faiths and none.
We exist to help those who need it most as we care deeply about humanity.
Do:
✔ Tell authentic stories of individuals
✔ Inspire with a range of emotions
✔ Use direct quotes so people can tell their own stories
✔ Focus on people-centred creative and photography
✔ Uphold the dignity of people you portray
We’re a community – a movement – of people driven to eradicate the worst global poverty.
We partner with people around the world, including those living in poverty, to uncover issues and find solutions.
Do:
✔ Tell stories of the power of communities and relationships
✔ Be inclusive, use collective words such as ‘we’, ‘us’, ‘ours’
✔ Focus on our common humanity through words and pictures
✔ Make a connection through shared experiences
✔ Create words and visuals that are accessible, universal and audience-focused
We are a Christian charity rooted in the values of dignity, equality, justice and, above all, love.
We listen, collaborate and find ways to help people restore power over their own lives. We are proud of our identity and we inspire those who share our values to join us and take action.
Do:
✔ Be proud of our Christian identity and our values
✔ Highlight how our work achieves dignity, equality, justice and love
✔ Keep faith language poetic, lyrical, powerful
✔ Show passion, warmth and empathy
✔ Love what you create
We believe that poverty is an outrage. We need everyone to stand together to solve this problem.
Together with people living in poverty, we amplify our voices to speak truth to power, even at the risk of losing popularity and funding. We challenge systems and structures that oppress people.
Do:
✔ Make your message clear, consistent and direct - use words economically
✔ Be accurate and evidence-based
✔ Use technical language only when you’re sure it’s needed and will be understood
✔ Show urgency with a clear call to action
✔ Be bold in speaking truth to power.
We inspire community
We put people first
We are driven by belief
We speak out
Our visual identityOur visual identity is the face of our brand. It’s made up of our logo, colours, typography and photography, and together these reinforce our brand’s reputation.
We keep our visual identity consistent to express clear thinking and sincere emotion.
Our logo This is our brand mark.
It provides reassurance and expresses authority. It is one of our strongest brand assets - we use it with confidence.
We use our logo as an arrow. It is active, not passive and it helps to position Christian Aid as an action-orientated organisation.
Our logo is never just incidental: it is used to point to our content.
Our colours We are bold. We are red.
We use red as our primary brand colour. It derives from our logo and is part of our heritage.
Red reflects our brand personality; it is bold, with a sense of urgency. It makes our messages eye-catching and demonstrates that we are impatient for change.
We use our additional colours of plum, amber and honey as accents to provide energy, vibrancy and depth.
Our fonts combine authority with a friendly, welcoming feel.
Our headline font Mokoko gives our copy personality and visual impact to demonstrate that we have something important to say.
It is complemented by our secondary font Open Sans which is modern, direct and easy-on-the-eye.
We use typography with care. We craft our messages for maximum impact and choose sentence case for accessibility and warmth.
Our fonts Our primary font is MokokoOur secondary font is Open Sans
Our imageryWe always choose our own photography and video over other graphics. We show real people and projects as we choose to put people first.
We seek to show full contexts, with people as the focus, demonstrating dignity and hope.
