Introduction

Unitaid proudly unveils its refreshed visual identity, a testament to our renewed commitment and evolved narrative.

As we transition from a focus on access and innovation to the profound impact on the lives we touch, our new tagline, "Save lives faster," resonates with a confident, emotive, and impactful urgency. This shift is not just in words but is deeply embedded in our visual representation.

Our visual identity is designed to signal speed and action. Our logo, with its modernized typography and the thoughtfully placed hummingbird, exudes gravitas, elevating our brand's stature. The brighter, energized color palette, combined with the dynamic graphic visual identity system inspired by the hummingbird, ensures our brand stands out, while the continuous line illustration style mirrors the urgency and responsiveness of our mission.

As we continue our journey, saving lives by making groundbreaking medical products accessible and affordable, our visual identity serves as a beacon, reflecting our dedication to global health and the millions who benefit from our efforts every year.

Unitaid’s branding guidelines explain how to use Unitaid’s messaging, logo and brand elements consistently and clearly. Consistent communications – in our words and in our visuals – strengthens Unitaid’s brand and visibility and helps to distinguish us in the global health space.

In this guide

Messaging

Note on the use of vector files

Logos

Colour

Typography

Imagery

Iconography

Brand overview

Templates

Coming soon

Download assets

Contact

About Unitaid

(in one paragraph)

The following paragraph, also called a “boilerplate” or “elevator pitch”, can be used verbatim in any instance where a short description of Unitaid is needed. We use this at the bottom of issue briefs, reports and press releases, for example.

About Unitaid: We save lives by making new health products available and affordable for people in low- and middle-income countries. We work with partners to identify innovative treatments, tests and tools, help tackle the market barriers that are holding them back, and get them to the people who need them most – fast. Since we were created in 2006, we have unlocked access to more than 100 groundbreaking health products to help address the world’s biggest health challenges, including HIV, TB, and malaria; women’s and children’s health; and pandemic prevention, preparedness and response. Every year, more than 300 million people benefit from the products we’ve helped roll out.

For additional detail, see the About Unitaid: Saving Lives Faster brochure.

Issue briefs

on programmatic priorities

We have a series of short Issue Briefs outlining how Unitaid works to address our key programmatic priorities and respond to emerging issues, including:

• About Unitaid

• Issue brief: HIV and coinfections

• Issue brief: Tuberculosis

• Issue brief: Malaria

• Issue brief: Women’s and children’s health

• Issue brief: Pandemic prevention, preparedness and response 

• Issue brief: Regional manufacturing

• Issue brief: Universal health coverage

• Issue brief: Climate and health

• Issue brief: Medical oxygen

• Issue brief: Antimicrobial resistance

• Issue brief: Hepatitis C

View all issue briefs on our website, including translations.

Why SVGs?

Throughout these branding guidelines, you will notice that we only use Scalable Vector Graphics (SVG) files. SVGs are superior to pixel-based raster files like JPEGs and PNGs, because they store images using mathematical formulas based on points, lines, and shapes. This allows SVGs to be resized infinitely without losing quality, making them perfect for logos, complex online graphics, and web design. Additionally, SVGs are beneficial for SEO since search engines can read their XML programming language, aiding in website rankings.

How to Open an SVG File

You don't need any special software to open SVG files, a simple web browser will do. Major browsers like Chrome, Edge, Safari, and Firefox all support SVG files. 

Adding an SVG file to a document

SVGs can also be added to all Microsoft Office / 365 documents, including Word documents, PowerPoint presentations, Excel spreadsheets, and Outlook emails, like any other type of image. Here is a reminder on how to add images:

• Microsoft Word, PowerPoint, or Outlook: click on "Insert" >> "Pictures" >> "This Device…" >> and then choose the file to add. 

• Microsoft Excel: click on "Insert" >> "Illustrations" >> "Pictures" >> "This Device…" >> and then choose the file to add.

Tagline options

Our logo can be used with and without the tagline. Artwork is available in RGB for web and digital applications, and CMYK for print use.  Please use official artwork only, you can download it here.

1.  Complete lock-up with tagline – this is our primary logo and should be used in most applications. The tagline must be clearly legible.

2.  Simplified version without tagline.

Logo colours

Our logo is available in three colourways: full colour, and black & white negatives. 

Full colour

The full colour logo should always be prioritised on white and light backgrounds. This presents our brand in the best light and furthers recognition. 

White single colour

We use the white logo against our colourful brand graphics and darker backgrounds. This allows the logo to stand out, and avoids visibility issues.

Safety area

The safety area defines the minimum clear space required around our logo to ensure its visibility and impact. This space helps maintain the logo's integrity and prevents visual clutter when used in various contexts.

We use the height of the hummingbird marque to determine the minimum clearance around the logo. 

Incorrect use

Correct and consistent use of our logo is essential. Misrepresentation of any kind harms our reputation and brand consistency. 

Avoid

1.  Don't change the colours

2.  Don't create single-colour versions

3.  Don't rearrange logo elements

4.  Don't add effects or rotate logo

5.  Don't use any other fonts

6.  Don't use the colour logo on dark backgrounds 

Logo placement 

Our logo looks best aligned to the top left and top right corners of branded materials. This provides breathing room around it and ensures a standout position in the hierarchy of the page.

Avoid

•  Don't center-align the logo in document layouts

•  Don't place the logo at the bottom unless it's part of a group of logos

Logo sizing

A4 documents

The recommended size for an A4 document width is 55 mm. Please preserve this on A5 and DL documents. For logos at 30 mm or smaller, use the version without a tagline. The tagline must always be easily readable.

Widescreen documents

In digital widescreen applications our logo looks best at 350 px wide. For logos at 180 px or smaller, use the version without a tagline. The tagline must always be easily readable. 

Co-branding

Unitaid is fundamentally a collaborative organization, and we engage with numerous entities regularly. We honor the contributions of our partners by jointly acknowledging their involvement. The following guidance is equally essential for partners seeking guidance on how to display the Unitaid logo. 

Sizing and alignment

Our logo deserves equal prominence in partner lock-ups. Our logo matches the height and baseline of partner logos. Leave the space of minimum 1x hummingbird marque in between logos to prevent cluttering.

Colour use

When creating co-branded materials, please use the full colour logo if other partners' logos are also in full colour. When partner logos are displayed as negatives, use a single-colour version to match and maintain coherence.

Our approach to co-branding varies based on the nature of our collaborations. 

1.  Unitaid as the lead partner

2.  Unitaid as an equal partner

3.  Unitaid in a group of partners

1. Unitaid as the lead partner

We take the lead when the materials prominently feature our brand identity. In such cases, our logo remains separate from partner logos, highlighting a clear "from us, supported by partners" relationship, with partner logos proportionally smaller to emphasize the partnership hierarchy.

2. Unitaid as an equal partner

Unitaid is an equal partner when there is no hierarchy in the partnership. In such cases, we use a lock-up with balanced logos to signify equal footing. When we lead the partnership, our logo comes first, and we provide basic guidance on logo proportions to maintain visual harmony, ensuring scalability without compromising our equal partnership.

3. Unitaid in a group of partners

When we collaborate with multiple partners, our logo should be proportional to the other logos. If we are responsible for producing the materials, our logo must always take precedence. When other organizations handle production, the Unitaid logo can be placed wherever it fits naturally. In such cases, it's crucial to adhere to our minimum size and clear space guidelines. 

Logo marque

A core component of our visual identity, the hummingbird represents the speed and agility of our organization. It plays a special role as part of our logo and as such it is important to use it sparingly outside the lock-up.

The hummingbird marque can be used in special cases where the logotype would appear too small to be distinguishable, for example the profile image on social media, website browser icon, or a bespoke brand application.

Do...

•  Use the marque in social media profiles 

•  Use the marque as a web browser icon

•  Ask the brand team if you are unsure

Do not...

•  Change the colours

•  Overuse the marque

•  Use only the marque to represent Unitaid in partnership lock-ups (use full logo instead)

Download logos

Logo for digital use (RGB)

PNG

Logo for print use (RGB)

SVG, Adobe Illustrator

Logo for print use (CMYK)

EPS

Full logo pack

RGB (AI, SVG and PNG), CMYK (EPS)

Branded House: Delegation Logos

The recent rebranding of Unitaid has created a strong and clear master brand. Adapting this lock-up to incorporate sub-brands (i.e. Delegations) requires careful consideration to maintain brand consistency. This is achieved with a 'Branded House' approach. 

Download the Guideline and lock-ups below. 

Retaining the Unitaid logo at all times keeps close ties between the master brand and any sub-brands. This ensures that all Delegation activity will be recognised and associated with Unitaid. 

The sub-brand strapline is positioned as separate from the lock-up directly across or in the bottom right-hand corner of any page, slide or image. This creates a ‘hero’ lock-up that is consistent across all sub-brands. 

We recommend viewing the comprehensive brand hierarchy guideline PDF which outlines rules of use and example applications. 

Download PDF Guideline and Logo artwork 

Brand Hierarchy Logo Adaptation Guideline

PDF

Logo kit: Communities and NGO Delegation

Svg, EPS

Introduction

Our vibrant colour palette serves as a visual cornerstone of our identity. It consists of a carefully selected and considered range of colors that reflect our confidence, capturing our spirit and boldness. This palette ensures consistency and coherence across all our materials and reinforces our brand's recognition and emotional connection with our audiences. 

Primary colours 

Our primary colours are Navy, Blue, Red, and White. The primary colours play a foundational role in our identity. They have priority in key brand elements, such as the logo, and various branded materials and touchpoints. 

Refer to the colour values provided here when using our palette for branded materials. 

Best practice

•  Web and digital use: Hex, RGB

•  Print use: CMYK

Note: CMYK conversions naturally appear duller than on screen.

Supporting colours

Our supporting palette works in harmony with the primary colours, providing additional range and depth to our brand.

Please note that black is only used for body text. It does not appear elsewhere in the brand nor play a dominant role in visual assets. 

Refer to the colour values provided here when using our palette for branded materials. 

Best practice

•  Web and digital use: Hex, RGB

•  Print use: CMYK

Note: CMYK conversions naturally appear duller than on screen.

Digital tints

Our colour palette is intended to be used predominantly in 100% colour values. Tints can sometimes be used to expand the palette and provide additional range and depth to visual communications. The official tints are 60%, 30%, and 15% of each swatch. Unitaid Grey is an exception, tinting only at 60%.

Where to use tints

•  Subtle background colours

•  Data and infographics

•  Illustrations (see examples)

•  Line motifs (see examples)

Please note that tints lighter than 60% are not recommended for data representation or instances where colour alone is used as a visual aid. Light colours are not recommended for data visualisation. 

CMYK tints

Our print swatches utilize the same tints as the above digital palette. 

Using colour

Each combination has lead colours and balancing colours. Lead colours take up majority of the real estate, while the balancing colours are used in less than 50% of the layout. Use the following colour combinations to keep branded communications fresh. 

Using primary colours

The following combinations can be created with primary colours:

1. Navy, Blue, Red

2. Blue-only

3. Red-only

Other combinations

The following combinations incorporate our vibrant extended palette. This offers great flexibility within the brand system. 

White space

White space should not be considered a burden or inconvenience, but rather a valued asset that provides visual breathing room. It allows key brand elements to stand out and communicate their message effectively. It enhances clarity, readability, and overall aesthetic balance.

Best practice 

•  Pair blues with other cool tones

•  Pair reds with other warm tones

•  Include at least 1 primary colour

•  Include white or grey (or both)

•  Use tints at 60% and 30% 

Avoid

•  Don't combine Blues, Red and White 

•  Don't pair Red with Greens  

•  Don't pair Blue with Orange

•  Don't use more than 5 colours (including white) 

Colour contrast

Our brand is designed with inclusivity in mind, aiming for branded content to be user-friendly for a wide audience. When creating material, ensure that a minimum visual contrast is maintained between text and its background according to the latest WCAG Level AA guidance. 

White backgrounds

These examples display recommended text and background colour pairings with minimum 4.5 : 1 contrast on brand colours at 100% tint (including Black).

Grey backgrounds

These examples display recommended text and background colour pairings with minimum 4.5 : 1 contrast on brand colours at 100% tint (including Black).

Navy backgrounds

These examples display recommended text and background colour pairings with minimum 4.5 : 1 contrast on brand colours at 100% tint.

Download swatches

Swatch for digital use (RGB)

Swatch for print use (CMYK)

Introduction

Typography plays a key role in building brand recognition, consistency, and credibility across various touchpoints. The voice of Unitaid echoes in our typographic treatment, which is why it is essential to adhere to best practices to ensure our audiences can easily identify and connect with us. 

Brand typeface

Source Sans 3 is a versatile and modern sans-serif typeface designed for optimal legibility and readability across various digital and print platforms. It is available via an open source license from Google Fonts. Download and install the font on your desktop to use it in our templates.

System font

Arial is our system font for communication materials such as presentations and documents created within Microsoft Office applications.

Alignment

All text should be left-aligned regardless of logo positioning. This helps maintain readability and visual consistency.  

In some special minority cases, such as a social media quote card, short statements can be center-aligned. 

Mixing multiple different alignments within a layout is not recommended.

Typographic hierarchy

Typographic hierarchy guides readers through content, establishing a clear order of importance. We achieve this with varying font sizes and weights.

For large, impactful headlines, we use Source Sans 3 Bold. Body copy and equivalent large bodies of text read best in Light. Avoid overusing Bold in long pargraphs and text-heavy layouts. 

By following fundamental typography and accessibility principles, like font size, line length, and line spacing, we can craft distinct and easily understandable communications.

Sizing

The example displays the relationship between headings and body text, and is our recommendation for building typographic materials. 

Printed materials such as reports and brochures use 12pt body copy as a recommendation. Body text should not be typeset smaller than 10pt. Always adapt to the latest accessibility standards in type sizes for printed and digital media as these may change through time.

1.  A4 Headline: 50pt

2.  A4 standfirst: 18pt

3.  A4 Body copy: 12pt

4.  A4 Credit or Footnote: 10pt

5.  Socials card min. body text: 44pt

Download 

Source Sans 3

Introduction

This section outlines the core principles of our graphic language, photographic style, and feature illustrations, and how to use them effectively. 

Brand graphics

Unitaid’s narrative and tagline 'Save Lives Faster' convey a sense of urgency that is confident, emotive, and impactful. Underpinned by the logo, our graphic language is bold and energetic, and encapsulates an elevated sense of movement.

Brand graphics are the cornerstone of Unitaid's visual language. 

Our brand graphics originate from the hummingbird marque. We capture its dynamic shapes in motion, creating gravitas by using scale, angling, and overlapping. 

Our colour palette plays a key role in bringing the graphics to life, creating harmonious and balanced compositions. The brand graphics incorporate our line motif. They can be used as holding devices for photography.

Line motif

The diagonal line motif is our brand identifier, signalling urgency, direction, and speed. It adds dimension and texture through strategic positioning and colour treatment. We use the motif in both graphic and photographic visuals. 

•  Retain the change in thickness throughout the pattern. This creates a sense of momentum. 

•  Contain the motif within individual shapes in the graphic. Don't run the line pattern across adjacent shapes.

•  Use a lighter tint of the background colour or tonal colour pairings to create highlighting / lowlighting effects with the motif. 

Colour examples

Blue background

1.  70% tinted Blue

2.  50% transparent Navy

Navy background

3.  50% transparent Blue

4.  Blue

Red background

5.  70% tinted Red

6.  50% transparent Burgundy

7.  Orange

White background

8.  Grey

9.  30% tinted Bright Green

10.  30% tinted Sky Blue

11.  15% tinted Magenta

12.  15% tinted Orange

Grey background

13.  White

Sky Blue background

14.  60% tinted Sky Blue

Burgundy background

15.  50% transparent Red

Orange background

16.  Red

Bright Green background

17.  Grey

Magenta background

18. 70% tinted Magenta

Green background

19.  Bright Green

Photographic background

20.  30% transparent White

Avoid

1.  Don't rotate line motif or use colour that is not a tonal match.

2.  Create too stark a colour difference between motif and background. The motif is not the hero component in any composition.

3.  Overlay motif with face of subject.

4.  Align motif to another diagonal shape that is not parallel, as it draws unwanted attention.

Download line motif

Best practice

Our visual language can be used through both light and dominant expression. White space and breathing room lighten up the brand, and promote visual hierarchy. The following examples showcase a range of branded applications. 

Photography

Photography humanizes our work by capturing real people and their stories, providing a visual narrative of our mission and achievements. Photography also inspires action. By showcasing the outcomes of our work, we motivate individuals, organizations, and governments to support and engage with our mission, ultimately driving positive change in global health.

Our photography captures authentic people in authentic environments. This includes portraiture (individual narrative, case studies) and reportage (scene setting, story telling). We include a variety of different people across geography, gender, age, and socio-economic status. 

Use these suggested categories to gather appropriate imagery for creating branded materials. This list is not exhaustive and does not cover all categories of photography but should be used to support creative briefs.

•  End users, Communities

•  Health workers in the field

•  Manufacturing*, Products*

•  Suppliers*, Distribution*

* Photos of Products, Suppliers, Manufacturing, and Distribution should be used sparingly, as our primary focus is on people.

Our images have good natural lighting and saturation, are not overly posed or unnatural, and avoid negativity in appearance. The following rules apply to photos used both in brand graphics and independently.

Avoid:

1.  Cropping away from the subject, as this takes away from context of image 

2.  Colour treatments 

3.  Stretched / squeezed appearance

4.  Overlaying text on top of subjects

5.  Black and white, removes humanity

6.  Low resolution appearing pixelated

Framing device

Graphic framing devices play a key role in representing photography within our brand. These are created by using the brand graphics for dynamic, unique, and impactful layouts.

Do...

•  Resize and move the image around within the frame to achieve optimal crop

•  Fill the entire frame

•  Ensure the subject is in frame and in focus

Do not...

1.  Crop faces or the focal subject out of the framing device

2.  Contain multiple images or repeat an image within one framing device

All guidance on image treatment naturally apply to photography used in graphic framing devices.

Access Unitaid's

photo libraries

Illustration

Our bespoke feature illustration style utilizes a continuous line, suggesting clarity, direction and progress. This reflects our mission and narrative. 

Primary colour illustrations

We use the illustrations to reinforce messaging. They are supplemental to the brand graphics and should be used sparingly in branded communications. 

The feature illustrations are most effective when applied on white backgrounds with minimal graphical distractions, allowing their visual impact to shine through.

Available in both primary Red and Blue colourways, download the library below.

Best practice

•  Use only one illustration per page

•  Keep illustration clear of background graphics and other visual elements

•  Flow incoming and outgoing lines to the edge of the document to reinforce the continuous feel

Avoid

•  Don't place text over illustrations

•  Don't use illustrations as small icons

•  Don't place illustrations over solid colour

•  Don't overuse illustration. They are a supplementary communication device.

Multicolour illustrations

An alternative edition for special use cases. We use this only on sky blue backgrounds. Accompanying brand graphics in tints of blue can be harnessed to layouts for added depth and dimension.

Available in the same subjects as primary illustrations, download below.

This illustration style serves best as presentation covers, chapter dividers, social media imagery, and instances where the lock-up is uninterrupted by other content.

Best practice

•  Use only 1 illustration per page

•  Use in graphic-led applications

Avoid

•  Don't place text over illustrations

•  Don't use illustrations as small icons

•  Don't overuse illustration. They are a supplementary communication device.

Download  illustration assets

Illustrations for digital use (RGB)

Adobe Illustrator 

Illustrations for print use (CMYK)

Adobe Illustrator  

Introduction

Icons serve as visual shortcuts in our communications, quickly conveying complex ideas or actions in an easily recognizable fashion. They add a sense of clarity, and reinforce our brand identity with the use of a continuous line for consistency and visual appeal across various communication materials.

Our bespoke icon suite matches the identity. The large selection of icons can be used in a wide variety of applications from presentations and websites to brochures and reports. 

However, remember not to scale icons unproportionally or stretch them, or use them as illustrations.

Icons are available in four colourways. Download the latest collection below.

•  Blue

•  Red

•  Navy

•  White (for colour backgrounds)

Hover or tap on the image to reveal an alternative colour.

Download icons

Icon suite for digital use (RGB)

Adobe Illustrator 

Icon suite for print use (CMYK)

Adobe Illustrator 

Icon suite for digital use (RGB)

PNG

Icon suite for print use (RGB)

SVG

Our visual identity is underpinned by our mission and spirit.

In this section

You can download the latest branded templates from the links below. When using the assets, please follow the recommended use as outlined in these guidelines. Please consult the brand team if you have questions.

Digital backgrounds

Backgrounds and wallpapers for phones, tablets, and laptops, and virtual conferencing. Available with and without the Unitaid logo. Download them from the buttons below.

PowerPoint presentation

Microsoft PowerPoint widescreen template for creating branded presentations.

See More Templates for a template best suitable for text-heavy, written documents.

Software required: Microsoft PowerPoint

Social media posts

A versatile digital toolkit for creating branded visuals for various social media platforms. Tip: download our icons to use them in this template.

Software required: Adobe InDesign

Social media headers

Official profile images and banners for Unitaid's social media platforms. Formats are available for:

Facebook

Flickr

LinkedIn

Twitter / X

YouTube

Business card

Download our official business card template in 85x55mm. Includes space for your name, title in English and French, two phone numbers, and email address.

Software required: Adobe InDesign

Email signature

Download our editable email signature for desktop applications. Open the Word document, edit the signature with your own contact details, and copy and paste the contents into Outlook. Remove the underline from unitaid.org in the Outlook text formatting options.

The iPhone signature does not contain graphics. Copy it from the template below or type it up following the format.

Software required: Microsoft Word

Letterhead

Download our official letterhead template  to create printable documents and communication materials. Supplied with logo and company information. This is currently available in English, and will soon be available in French, Spanish, and Portuguese.

Software required: Microsoft Word

Press release

Download our printable press release kit. Includes a Unitaid-branded template, and a co-branded version with space for up to 6 partner logos. This is currently available in English, and will soon be available in French, Spanish, and Portuguese.

Software required: Microsoft Word

Envelopes

Download print-ready artwork and the template file for our official DL envelope.

Software required: Adobe Illustrator

Issue briefs

The A4 factsheet template is a useful tool for creating 2 and 4-page designer documents prepared for web and print.

View all issue briefs on our website.

Software required: Adobe InDesign

Roll-up banners

Download the latest print-ready roll-up banner artwork at 100% scale with bleed and crop marks. 

Contact paquinm@unitaid.who.int for source files (requires Adobe Indesign / Adobe Illustrator).

Website banners

Download banner graphics and images in a range of sizes for use on our website. 

General web guidance:

•  Use our official colour palette

•  Use Source Sans 3 as the web font

•  Use white space to create layouts that breathe and make our colours pop

•  Use the latest brand assets

•  Follow accessibility best practices

Video

The About Unitaid video outlines our mission and goals. Available with and without subtitles. Watch it on YouTube or contact paquinm@unitaid.who.int for a local copy.

More templates

PSC pre-read template

Written Document PPT template

Save the Date

Seasonal Greeting Cards

Coming soon

A4 folder (Winter 2024)

Updated documents for proposals and recommendations to the Board (Winter 2024)

Download all the latest brand assets here. 

When using the assets or creating new materials with elements from our visual identity, please follow the recommended use as outlined in these guidelines. If you have any questions please contact the brand team at paquinm@unitaid.who.int. 

↓ Unitaid logo

↓ Colour swatches

↓ Brand font

↓ Icon suite

↓ Illustrations

↓ Line motif

Contact

General inquiries

Maxime Paquin

paquinm@unitaid.who.int