fesf brand identity guideline

Brand Identity Guideline

Brand Identity Guideline FESF Brand Identity Guideline 2

CONTENTS3 Introduction4 What is a Brand?5 Our Brand7 The Primary Logo11 The Secondary Logo15 Isolation Zones16 Positioning Rules17 Incorrect Usage18 Co-Branding19 Primary Typeface20 System typeface21 Photography23 Sample Applications

Introduction FESF Brand Identity Guideline 3

ABOUT FESF

PROGRAMS

Family Educational Services Foundation (FESF) is a non-profit educational organization active in Pakistan since 1984. FESF is dedicated to enhancing the quality of life for all members of the community, especially those who are disadvantaged. We invest in educational development and provide innovative training programs and services to enable recipients to gain competency and self-sufficiency, empowering them toreach their full potential.

The Deaf Reach Program provides deaf children and youth with education, literacy and training in marketable skills in an environment thatenables them to excel. The program works to create an educational model to meet the great need for Deaf education in Pakistan through a holistic approach that includes the development of local teachers and sign language interpreters, training for parents and communities, advocacy, job placement assistance, and the development of educational resources for the Deaf.

The MOVE (Motivated Volunteer Empowerment) Program trains and engages Pakistani youth in volunteerism and community development. The program directs and motivates volunteers to identify the needs in their communities, and plan and implement innovative solutions through social action projects.

The Eduserve Program works to strengthen the educational infrastructure by training teachers, parents and administrators. The courses focus on teaching methodologies, pedagogy, child development and psychology for educators working in the field of mainstream and special education.

Dast’khat is developed under the FESF domain to create employment opportunities, advocate and create awareness about the Deaf Community. It is an apparel and home textiles manufacturing unit which will function as a vehicle for medium scale production by deaf artisans. Dast’Khat will create awareness for the deaf community and prove to be a sustainable model to support the Deaf Reach Program as well.

Primary Logo Colour FESF Brand Identity Guideline 4

20mm

Minimum Size

The logo is in colour for universal use andstrength in all media. A reverse version of the logo(known as the ‘colour inverse’ version of the logo) is shown on the following page.

The background where you are placing the logo shoulddetermine which version of the primary logo you use.

The minimum size at which the primary logo is usedshould not be less than 20mm.

Family Educational Services Foundation (FESF) is a non-profit educational organization active in Pakistan since 1984. FESF is dedicated to enhancing the quality of life for all members of the community, especially those who are disadvantaged. We invest in educational development and provide innovative training programs and services to enable recipients to gain competency and self-sufficiency, empowering them to reach their full potential.

Family Educational Services Foundation (FESF) is a non-profit educational organization active in Pakistan since 1984. FESF is dedicated to enhancing the quality of life for all members of the community, especially those who are disadvantaged.

UNIVERSAL USAGE

Primary Logo Colour Inverse FESF Brand Identity Guideline 5

25mm

Minimum Size

PRIMARY USEAGEThis page shows a Inverse version of the logo.The background on which you are placing the logo shoulddetermine which version of the primary logo you use.

The minimum size at which the primary logo is used with the background (if needed) should not be less than 25mm.

Note:– CMYK file format is for printed items only– RGB file format is for digital items such as

(internet, TV, Video, Powerpoint, etc)

Primary Logo Usage FESF Brand Identity Guideline 6

PLACEMENT ON IMAGESThis page shows how the ‘Primary Logo’ should be placedwhen used on photography. The photographic style is anintegral part of the FESF brand and this is documentedin further detail on page 20 of these guidelines.

Rules regarding isolation zones and positioning the logo are outlined on pages 14-15.

Images for style reference only. These images are not rights released for use by the FESF brand.

Use the standard “Colour Logo” over a light background to make it completely visible. In case of illegeblity; tweak the image and lighten the background to make it clear. Legeblity of the logo should always be taken into consideration.

Similarly, for an image with a dark background, use the “Colour Inverse Logo” (white). Make sure the background is nottoo busy to affect the logo’s readability. Consier the logo propotionsat all time. Never make it too big or extremly small.

Secondary Logo Usage FESF Brand Identity Guideline 7

PLACEMENT ON IMAGESThis page shows how the ‘Secondary Logo’ should be placed when used on photography. These images should have enough space on both sides for the two logos to be placed symetrically.The logos will always be of equal size i.e not less than 20mm. Make sure the photography is well composed and the logos are not interfering the imagery.


Always make sure the the logos are symetrically aligned.The colours of the logo as mentioned before will be determinedby the background. for lighter backgrounds us the “Colour Logo”, where as for a dark background, use the “Colour Inverse Logo”.

Never use the logos againt the symetry. Do not place them diagonallyfor your convienience. The brand esthetics should always be followedwether you are designing for print or for web. Make sure the qualityand the image of the brand is never compromised.

Isolation Zone FESF Brand Identity Guideline

COMPULSORY SPACEThe examples below show the isolation zones when positioning the logo.

The ‘X’ height changes proportionally according to the size of the logo but it is always determined by the width of the ‘band’ as shown below.

x- height

1/2 x

1/2 x

1/2 x

1/2 x

Positioning Rules FESF Brand Identity Guideline 9

STANDARD PLACEMENTWhen the primary logo is used on its own it is alwayspositioned as shown, adhering to isolation zone rules.

The logo will always be placed on the top right corner. The standand should always be folled to make the branding look consistent.

1/2 x

1/2 x

1/2 x

1/2 x

Incorrect Useage FESF Brand Identity Guideline 10

DONT’SThe examples below show examples of incorrectlogo usage.

Colour SchemeDo not use other colours.

Disproportionately scaledThe FESF logo should never bestretched disproportionately.

Drop shadowDo not use drop shadows when

reproducing the FESF logo.

CroppingThe FESF logo should

never be cropped.

Unusual angleDo not use the FESF

logo other than horizontallypositioned on the page.

TransparencyDo not use tranparency

when reproducing theFESF logo.

Y

EQUAL WIDTH

Co-branding FESF Brand Identity Guideline 11

When the primary logo or secondary logo is used inpartnership with logos from other organisations theRedfern isolation zone (X) should be used.

The ‘X’ height changes proportionally according to thesize of the logo but it always determined by the width ofthe ‘band’ as shown below.

The partner logo(s) should be scaled so that they haveequal visual weight.

Y

Aligned through the center.

Y Y

Aligned through the center.

Typeface Primary FESF Brand Identity Guideline 12

The typeface family ‘Bree Serif’ has been selected for useby the FESF brand. The secondary typeface for body copyis ‘Roboto’.

STANDARD TYPOGRAPHY

Bree SerifABCDEFGHIJKLMNOPQRSTUVWZYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()+{}”:?

Typeface Secondary FESF Brand Identity Guideline 13

Roboto Light

ABCDEFGHIJKLMNOPQRSTUVWZYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()+{}”:?

Roboto Light Italics


Roboto Meduim


Photography Style FESF Brand Identity Guideline 14

A distinctive photographic style has been developed.It is based on a sense of welcome. It should reflect whatit is like to live, work and learn at FESF and makepeople want to visit the area. It should support our brandessence of ‘Welcoming spirit’ and our brand values:vibrant, living culture, diverse, forward-thinking.

MoodWarm, friendly, fun, open, optimistic and positive.

The main principles are:• Colourful: use of natural colour – no filters or colourcast light effects, no black-and-white unless intendedfor monochromatic application.• Believable situations: imagery should be real-lifescenarios that depict people at FESF going abouttheir day-to-day life. It should feel warm, friendly andengaging and make you feel that you will be welcome ifyou visited the area.

LocationTo provide authenticity locations should be from aroundthe Organization area.

PeopleShots should be simple, direct and feature real people,not fashion models. They should show interaction toreflect relationships between people.The people captured, can either be looking off cameraor giving direct eye contact. People should look positive,approachable and natural with an appropriate mix ofrace, age and gender to reflect the area.

VibrantContext: FESF has a positive, exciting andtransformative energy.People: Enthusiastic, engaged, inspirational

Living cultureContext: FESF has a rich, living culture drawn fromits Indigenous heritage and its enduring creative andartistic associations.People: Creative, bohemian, respectful

Diverse Context: FESF gives you the opportunity toexperience something different and it may not be whatyou’re expecting.People: Eclectic, cosmopolitan, open-minded

Forward-thinkingContext: FESF has a history of innovation andinteresting things continue to happen there – it isembracing the future with an understanding of the past.People: Aware, original thinkers, inquisitive

Photography Examples FESF Brand Identity Guideline 15


Creative: Grocode

fesf brand identity guideline

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