Visual identity guidelinesv1.2 – January 2018ii ContentsIntroduction 01Welcome 02Boilerplate texts 04Tone of voice 09The logo 10Logo overview 11Logo versions 12Logo colours 13Logo sizing in print 14 Logo positioning in print 15Protecting the logo 16 Brand architecture 17Co-branding 18Incorrect use of the logo 19Colour 20Colour overview 21 Primary palette 22Secondary palette 23Typography 27Primary typeface 28Typeface exceptions 29Example hierarchy in print 30Visual elements 31Photography rules and use 32Brand shapes 34Information graphics system 38Colour application 39Examples 41Iconography 44Brand applications 45Brand applications overview 46Printed applications 47Long form template 48Brief template 50Social media 51 01 Introduction02 Welcome to the Stockholm Environment Institute brand guidelines. Our brand helps our organization to stand out in our sector and explain why we are special. And it helps stakeholders know what to expect. In that sense, it represents the promise we make to them – it tells them our story, tells them who we are and tells them what we care about.Most importantly, the brand provides clarity and helps us to decide how to act in line with SEI’s goals. It not only expresses our vision – a sustainable, prosperous future for all – it creates positive feedback loops that can help us achieve that vision.Our visual identity will help us express better who we are as an organization, and these guidelines describe how to implement it.Welcome03 Our mission To support decision-making and induce change towards sustainable development around the world by providing integrative knowledge that bridges science and policy in the field of environment and development.Stockholm Environment Institute – bridging science and policyHaving a clear and effective visual identity will help us to achieve our goal of bringing about change for sustainable development. It affects the look, feel, tone, of voice and imagery of all our communications. Our values SEI is international, trusted, credible and relevant.Our vision A sustainable, prosperous future for all.04 1. Extended boilerplateThe Stockholm Environment Institute is an international non-profit research and policy organization that tackles environment and development challenges. We connect science and decision-making to develop solutions for a sustainable future for all.Our work spans climate, water, air, and land-use issues, and integrates evidence and perspectives on governance, the economy, gender and human health. SEI’s approach is highly collaborative: stakeholder involvement is at the heart of our efforts to build capacity, strengthen institutions and equip partners for the long term. We make sure our knowledge and findings are clearly communicated and accessible to decision-makers and civil-society. We publish our own open access material and in leading academic journals, and repackage our researc...
