Vision Action
Brand Guidelines
2022
Welcome to the Vision Action brand guidelines. This document provides the essential guidelines for working with our visual identity. A crucial part of our brand is the logo, supported by other visual elements including colour, type, icon, and imagery. All work together to reinforce the brand – where consistency is key. This document will assist you in designing and producing compelling communications with creative flexibility.
Logo
Primary logo
The Vision Action logo is one of our most important core brand identity elements.
With consistent placement, sizing, clearspace, and color usage, our logo remains recognizable on any surface it's presented on.
Please ensure the correct logo artwork is used and never distort, alter or recreate it.
Logo with strapline
This lockup has been created for instances when the logo and strapline must appear together in the same space. When using this lockup always use the supplied artwork and do not alter it.
Logo clearspace
When placing the logo, it's important that it's given enough space from the margins and other elements on the surface it's presented on. The clearspace principle derives from the size of the 'V' in the logo.
Social media avatars
Logo colourways
Our logo should only be used in the
colourways shown here.
• Black and orange on light backgrounds
• White and orange on dark backgrounds
• White or black logo on coloured backgrounds
Logo size
Our logo is designed to work in all sizes. The minimum logo size is set to a width of 150px, ensuring proper legibility. There is no set maximum size. If you go big, always remember to follow the rules of clearspace.
Secondary logos
A set of secondary logos has been created for specific uses.
Colour
Primary Colours
Our primary colours are orange and yellow paired with black or dark grey. Yellow can be used as an accent colour to draw immediate attention. White and light grey are used generously on all communications to allow the other colours to stand out.
The overall identity should have a clean, bright and fresh appearance, so the amount of black and white to orange and yellow is a very important balance to strike.
Colour is vital to our brand identity and should be applied in a consistent manner to maximize
brand recognition.
Orange
Black
Light Grey
Yellow
Dark Grey
White
Secondary Colours
A secondary colour palette has been created to complement the primary colours, which can then be used in many different ways across the brand. For example, secondary colours can be used to define other areas of the business or when more colours are needed in charts, diagrams and tables.
Blue
Green
Colour pairing
s
These examples demonstrate the correct versions to use in specific cases according to color and contrast.
Typography
Primary typeface
Josefin Sans and Satoshi are our brand typefaces which should be used on all of our brand communications, online and offline.
Josefin Sans is at the heart of the brand identity and is the foundation for all branding elements and collateral. Clean, distinctive, and legible, its simplicity of form allows it to be applied in various ways. It is mainly used for headings and titles.
Satoshi is the supporting typeface, that has been paired with Josefin Sans for type hierarchy. It is mainly used for body copy and small text.
System typeface
For rare instances when it is not possible to use our primary and secondary typeface, Arial can be used instead. An example of
an application would be email signatures.
Type setting
Weights & Sizing
Josefin Sans and Satoshi come in a variety of cuts, which all have associated italics. Throughout the visual identity, Josefin Sans's semi-bold is utilized the most for titles, and Satoshi's regular for body copy.
Type hierarchy
Type hierarchy is a system for organizing type within your design project. It establishes an order of importance, and ultimately helps your design effectively communicate its intended message. The key to creating a type hierarchy is to create visual contrast.
Tracking
Tracking is the spacing given to all letters in a word. Tracking should be loose on titles and tight on body copy. Too loose or too tight tracking should always be avoided. For optimal tracking please follow the examples shown in this section.
Leading
Leading is the space between lines of words. Leading should be optically bigger than the spacing between words, which again should be greater than the tracking. This will result in perfect legibility. Follow this principle for both print and digital type settings.
Icons
Icon style
Our icon style is clean and simple. We should use icons to support messaging and highlight facts and statistics. Icons can be used in a number of ways, but should always be used in context. If you require a new icon to be designed, please use the icon grid and follow the guide provided here.
Single line style
We use a single-line style for icons to create consistency. The strokes of the icons are soft and rounded. The stroke is always 2pt and should always be scaled in proportion. Our icons can be used in a single colour with both primary and secondary colours.
Photography
Photography
Our photography gives us an opportunity to express what makes Vision Action different from other organizations. Where possible we recommend using real images over stock images.
When commissioning photography, or searching for imagery, consider the following principles to ensure our images are a true reflection of our brand beliefs.
1. Positive outcomes in people’s lives
2. The problem/need
3. Showcasing our staff or partners
Positive outcomes in people’s lives
We’re a people-centric organization, so it's important this comes across in our photography.
The problem/need
It’s important to put the challenges that Vision Action is working to overcome into context. In most places, we should include people within the context of our on-the-ground work.
Showcasing our staff or partners
Without our amazing people,
we wouldn’t be able to have such a
positive impact on people’s lives.
When photographing Vision Action employees and affiliates, capture their passion for the job at hand, and the hands-on role they have in the organization. It’s important the Vision Action representative looks like they are actively engaged in the project/ task at hand. working with the community to make a difference.
Messaging
Messaging toolkit
The messaging toolkit is a set of communications guidelines. It contains information and advice that will help people at Vision Action clearly communicate the Vision Action story and articulate the lead message 'For a Clearer Future'.
Bringing it all together
1. Website
2. Report cover
3. Stationary
