Amnesty International Australia

Official Websites

• https://www.amnesty.org.au
• http://www.amnesty.org.au

Brand Guidelines

2016

Brand Summary

Mission

• To campaign courageously for human rights for everyone, moving closer every day to a world where human rights are enjoyed by all [^1].

Core Values

• Empowerment
• Persistence
• Integrity
• Courage

Target Audience

• Ordinary people from all walks of life who stand together for justice, freedom, human dignity, and equality [^2].

Personality Traits

• Open
• Intelligent
• Inventive
• Determined

Visual Identity Overview

• A direct, impactful, and unified visual style centered on the iconic candle logo, bold use of yellow, clear typography, and photography that emphasizes strong, inspiring individuals standing up for rights [^3].

Categories

Brand Voice

• Our values underpin everything we do and are reflected in everything we say. Whether it’s written, spoken or visual, if it doesn’t express these values, it’s just not us.
• We enable others to create change in the world. We invite people in and we are equal partners. It is not about “us” (Amnesty, staff) and “them” (supporters, the public etc). It’s not about us “telling people what to do”: we want people to participate and bring their own imagination, innovation and energy to bear.
• We are resolute in pursuit of our goals We are here to stay. We are here for the long haul. People can count on us because we remain engaged for as long as it takes. And because we inspire people into effective action we show what determination can achieve.
• We hold ourselves to the highest standards In every aspect of our work, from research, campaigning, activism and partnerships. We get the facts straight; we give voice to rights holders and activists. That’s why people trust us.
• We are fearless in upholding human rights We are not afraid to tell it like it is; to try new ways of working; or when human rights are threatened, to stand up to the powerful.
• It guides us as to how to behave and operate as an organisation. It tells us how to talk about ourselves in all internal and external communications. Presenting ourselves in a unified and cohesive way is the key to strengthening our reputation with our partners and increasing our impact around the world.
• We give an honest picture of the situation, we tell the story from a personal point of view, we maintain a human tone of voice to appeal to people emotionally.
• We pride ourselves in aiming to make even a far-off issue seem relevant to anyone, we strive to demonstrate how Amnesty can empower real people to make a real difference to others’ lives.
• We understand the importance of each and every member in helping defend and protect another human being, together.
• Amnesty’s brand values (see the start of this book) should always guide ‘How we speak’ • Open • Intelligent • Inventive • Determined
• Consistency is everything. Being consistent in how we speak means people will better understand what makes Amnesty special. It also means they are more likely to respect and, crucially, trust us.
• Like all good communicators, we adapt how we speak depending on who we are talking to, for what reason and through which channel. From personal and sociable to composed and formal, the spectrum provides the flexibiI ity to tailor your message to best effect.
• No matter what voice you use, always be clear and plain-spoken. Avoid jargon. Remember: Accuracy, impartiality and integrity underpin everything we say and do, and build trust in Amnesty.
• Speak to people as your peers. Don’t position Amnesty as a distant voice of authority. Seek people’s opinions, find out what they know and feel as well as expressing our own views and insights.
• Keep your text short and chatty. Take the opportunity to have fun with words.
• Speak as a real person not a faceless organisation and you are more likely to engage and inspire your reader. Emphasise how the reader is part of the solution. Make them feel valued. The reader should feel Amnesty gets things done. Together we can make change happen.
• Always be plain-spoken and cut to the chase. Only include information that is absolutely necessary to get your message across. Give one clear action -do not ask the reader to do multiple things at the same time. Begin with a verb (“Write”, “Take”, “Follow”).
• Speak with confidence and demonstrate expert knowledge. Say exactly what you mean and say it clearly.
• Make bold statements. Avoid colloquial phrases and qualifiers such as, “It’s likely that…”. Writing with authority does not mean using lots of jargon, it means using the appropriate language for your audience.
• Speak without emotion and stick to the facts. But keep it accessible – no jargon or acronyms.
• Be rational. Avoid overstatement and sensationalism.

Brand Imagery

• Our photography should never be sensationalist; it should be clear and balanced. When using images of recognisable individuals Amnesty should avoid presenting people as helpless victims and instead aim to show them as individuals with their own stories to tell.
• The wellbeing of any recognisable individuals in a photograph should be our primary consideration, avoiding any negative impact on their safety.
• All photographic assets should be obtained from credible sources. In publications they should be captioned with the date, names of subjects and exact location, plus the credit line.
• On social media, it’s generally fine to just include a credit line, as long as the photo relates directly to the short blurb. If the photo could be misconstrued without a caption, include a shortened one sentence version.
• Stock imagery does not require a caption.
• People are at the heart of everything we do and this should be reflected in the content of our stories and photography.
• Our photography should never be sensationalist; it should be clear and balanced.
• Avoid: helpless.
• Go with: strong, inspiring, standing up for rights.
• Set your camera to the ‘high quality’ setting.
• Get close! Close up detaiIs of faces, hands with pens etc are great for social media.
• Vertical and horizontal -get shots in both.
• Lighting -when shooting outdoors, it is usually best to have the sun behind you -and lighting up your subject, scene or object. Select the ‘fill flash’ setting and you will almost always improve your people pictures.
• Avoid complex, cluttered backgrounds and unrelated objects in the image.
• Snap people doing things: signing postcards, writing letters, talking to people … these shots are inspiring and show energy.
• Stage a good shot. Think about what would look good -placing people ready to sign up, in front or beside an Amnesty banner doing star jumps. Have fun with it!
• At small events, get the names of people in photos as you take them and ask them to sign a release form. A standard release form is available. Scan and store permissions in the same folder as the photographs.
• At larger group/public events (where permissions are not possible) ensure people know they are being photographed by Amnesty International Australia for our purposes. A standard sign at the registration/entry to an event with the following words is acceptable: Your image may be photographed or filmed at any time throughout this event. Your consent to the use of your image in full or in part for any Amnesty International related purpose, is taken to be given by attending this event. Should you not wish to have your image photographed or filmed, please inform Amnesty International at the event.
• Unless we have signed consent from parents to use photos of people under 18, we cannot use photos that identify kids’ faces.

Color Palette

• Yellow grabs attention. It’s bright. , It’s vibrant. It’s impossible to ignore. f 5 ‘We use yellow to highlight injustice.
• We use it to add impact and to draw attention to the key messages in our communications. We use it to ensure our voice is always heard.
• Yellov r brand co :creates consistency across our communications and makes them inst ognisable as ours. Yellow shoul *–.us out the important parl>, communications –u II6ER»II1Sm ompliment a me your dinner.
• Yellow is the primary colour. It identifies the brand and to symbolise intervention. Use it to highlight important parts of your communication; don’t go overboard!
• White gives the necessary breathing space to yellow.
• The greys and black should not compete with Amnesty yellow. Some uses could be in information graphics and long-form publications.
• Greys can also be used online to aid legibility.
• PANTONE PROCESS YELLOW 4 COLOUR PROCESS C:0 M:0 Y:100 K:0 ON SCREEN #FFFF00 ON SCREEN R:255 G:255 B:0
• WHITE ON SCREEN #FFFFFFF ON SCREEN R:255 G:255 B:255
• PANTONE PROCESS BLACK 4 COLOUR PROCESS C:0 M:0 Y:0 K:100 ON SCREEN #000000 ON SCREEN R:0 G:0 B:0
• PANTONE COOL GREY 3 4 COLOUR PROCESS C:7 M:4 Y:6 K:14 ON SCREEN #C5C5C5 ON SCREEN R:197 G:197 B:197
• PANTONE COOL GREY 8 4 COLOUR PROCESS C:20 M:11 Y:12 K:30 ON SCREEN #939598 ON SCREEN R:147 G:149 B:152
• PANTONE COOL GREY 11 4 COLOUR PROCESS C:30 M:17 Y:8 K:51 ON SCREEN #7A7D81 ON SCREEN R:122 G:125 B:129
• 4 COLOUR PROCESS C:5 M:70 Y:100 K:1
• 4 COLOUR PROCESS C:O M:67 Y:88 K:O ON SCREEN #FF9933 ON SCREEN R:255 G:153 B:51
• If an extended colour palette is ever required, eg. complex charts and graphs, then, drawing reference from the candle flame, oranges and reds should be used.

Typography

• Amnesty Trade Gothic has been designed especially for Amnesty, so external people will not have Amnesty Trade Gothic font on their computers. If you send a document electronically to someone without the font, it will turn up in a possibly-horrible-automatic­substitute typeface, or even worse, random symbols.
• Use Arial / Arial Narrow for external electronic word documents.
• Use Arial Narrow/Arial for Google documents/slides (like this preso!)
• Canva substitute font: Roboto Condensed
• Arial Narrow Bold -headlines
• Arial Regular -continuous copy

Logo Usage

• While we always use the complete logo in general communications, you can use the candle without the wordmark for artistic purposes or when we need a powerful, quick statement of who we are eg placards at a rally.
• The Amnesty logo is always made up of two elements -the wordmark and the candle. The construction and clear space around the logo are determined as shown.
• Our logo includes a yellow background. A black or white alternative may be used for black and white printing.
• The height of our word mark should never be less than 6mm.
• Where appropriate, you can use a logo accompanied by the tagline :
• Our logo signs off all our communications. Whenever possible it should be positioned in the bottom-right corner.
• The height of our wordmark should never be less than 60px. Where this isn’t possible (eg. Twitter avatar, mobile app icon) the candle maybe used on it’s own -but never smaller than 44 pixels. The clear space around the candle is determined as shown.
• In profile pictures on social media channels a descriptor may be added to the candle to differentiate between our sections and groups. The construction and clear space around the candle is as shown.
• The use of our logo in backgrounds or cover photos should be avoided; photography or campaign graphics should be used in its place.
• When our logo appears next to a partner’s logo, our clear space principles should always be applied
• Logos should be equal sizes and, where possible, our logo should be placed on a yellow background.
• When using the logo in our campaigns, lead with the campaign word mark and sign-off with the Amnesty logo. We need to build a strong relationship between Amnesty International as an organisation and our campaigns and this relationship should be reflected in our campaign identities. Building an identity that makes a campaign like part of a family will let it benefit from the trust the Amnesty logo holds and ensures the organisation gets the credit for the amazing work we do.
• Campaign word marks should complement our logo but not overpower it. The Amnesty logo should never be modified as part of a campaign wordmark.

Tone And Messaging

• Our values underpin everything we do and are reflected in everything we say. Whether it’s written, spoken or visual, if it doesn’t express these values, it’s just not us.
• We build people power We enable others to create change in the world. We invite people in and we are equal partners. It is not about “us” (Amnesty, staff) and “them” (supporters, the public etc). It’s not about us “telling people what to do”: we want people to participate and bring their own imagination, innovation and energy to bear.
• We are resolute in pursuit of our goals We are here to stay. We are here for the long haul. People can count on us because we remain engaged for as long as it takes. And because we inspire people into effective action we show what determination can achieve.
• We hold ourselves to the highest standards In every aspect of our work, from research, campaigning, activism and partnerships. We get the facts straight; we give voice to rights holders and activists. That’s why people trust us.
• We are fearless in upholding human rights We are not afraid to tell it like it is; to try new ways of working; or when human rights are threatened, to stand up to the powerful.
• It guides us as to how to behave and operate as an organisation. It tells us how to talk about ourselves in all internal and external communications. Presenting ourselves in a unified and cohesive way is the key to strengthening our reputation with our partners and increasing our impact around the world.
• We give an honest picture of the situation, we tell the story from a personal point of view, we maintain a human tone of voice to appeal to people emotionally.
• We pride ourselves in aiming to make even a far-off issue seem relevant to anyone, we strive to demonstrate how Amnesty can empower real people to make a real difference to others’ lives.
• We understand the importance of each and every member in helping defend and protect another human being, together.
• Tone of voice
• We all need to influence and persuade. Whether lobbying or educating, fundraising or campaigning, words are a powerful tool. With a little consideration and a bit of imagination, words will do great things. So, think of this less as a set of rules, and more as a gateway to sparkling and powerful language that’s as enjoyable to read as it is to write.
• Amnesty’s brand values (see the start of this book) should always guide ‘How we speak’ • Open • Intelligent • Inventive • Determined
• Consistency is everything. Being consistent in how we speak means people will better understand what makes Amnesty special. It also means they are more likely to respect and, crucially, trust us.
• Like all good communicators, we adapt how we speak depending on who we are talking to, for what reason and through which channel. From personal and sociable to composed and formal, the spectrum provides the flexibiI ity to tailor your message to best effect.
• Amnesty’s brand values (see the start of this book) guide ‘How we speak’
• “How we speak” is not channel specific. However, generally speaking, some channels such as Facebook and various campaign materials tend towards the left of the spectrum. Others, such as research reports and advocacy materials, tend towards the right of the spectrum. How you choose to approach your communication depends on your audience and what you are trying to achieve.
• Ask yourself… “Who am I writing for?” “What do they want to know?” “What do I want the reader to do?”
• Remember: No matter what voice you use, always be clear and plain-spoken. Avoid jargon. Remember: Accuracy, impartiality and integrity underpin everything we say and do, and build trust in Amnesty.
• Speak to people as your peers. Don’t position Amnesty as a distant voice of authority. Seek people’s opinions, find out what they know and feel as well as expressing our own views and insights.
• Keep your text short and chatty. Take the opportunity to have fun with words.
• Speak as a real person not a faceless organisation and you are more likely to engage and inspire your reader. Emphasise how the reader is part of the solution. Make them feel valued. The reader should feel Amnesty gets things done. Together we can make change happen.
• Always be plain-spoken and cut to the chase. Only include information that is absolutely necessary to get your message across. Give one clear action -do not ask the reader to do multiple things at the same time. Begin with a verb (“Write”, “Take”, “Follow”).
• Speak with confidence and demonstrate expert knowledge. Say exactly what you mean and say it clearly.
• Make bold statements. Avoid colloquial phrases and qualifiers such as, “It’s likely that…”. Writing with authority does not mean using lots of jargon, it means using the appropriate language for your audience.
• Speak without emotion and stick to the facts. But keep it accessible – no jargon or acronyms.
• Be rational. Avoid overstatement and sensationalism.
• Use ‘How we speak’ with existing Amnesty Editorial Guidelines.

Brand Values

• Our values underpin everything we do and are reflected in everything we say. Whether it’s written, spoken or visual, if it doesn’t express these values, it’s just not us.
• EMPOWERMENT We build people power We enable others to create change in the world. We invite people in and we are equal partners. It is not about “us” (Amnesty, staff) and “them” (supporters, the public etc). It’s not about us “telling people what to do”: we want people to participate and bring their own imagination, innovation and energy to bear.
• PERSISTENCE We are resolute in pursuit of our goals We are here to stay. We are here for the long haul. People can count on us because we remain engaged for as long as it takes. And because we inspire people into effective action we show what determination can achieve.
• INTEGRITY We hold ourselves to the highest standards In every aspect of our work, from research, campaigning, activism and partnerships. We get the facts straight; we give voice to rights holders and activists. That’s why people trust us.
• COURAGE We are fearless in upholding human rights We are not afraid to tell it like it is; to try new ways of working; or when human rights are threatened, to stand up to the powerful.
• Our values and brand light the way It guides us as to how to behave and operate as an organisation. It tells us how to talk about ourselves in all internal and external communications. Presenting ourselves in a unified and cohesive way is the key to strengthening our reputation with our partners and increasing our impact around the world.
• Amnesty’s brand values (see the start of this book) should always guide ‘How we speak’ • Open • Intelligent • Inventive • Determined
• Consistency is everything. Being consistent in how we speak means people will better understand what makes Amnesty special. It also means they are more likely to respect and, crucially, trust us.
• Amnesty’s brand values (see the start of this book) guide ‘How we speak’

Visual Style

• The Amnesty logo is always made up of two elements -the wordmark and the candle. The construction and clear space around the logo are determined as shown.
• Our logo includes a yellow background. A black or white alternative may be used for black and white printing.
• The height of our word mark should never be less than 6mm.
• The height of our wordmark should never be less than 60px. Where this isn’t possible (eg. Twitter avatar, mobile app icon) the candle maybe used on it’s own -but never smaller than 44 pixels. The clear space around the candle is determined as shown.
• In profile pictures on social media channels a descriptor may be added to the candle to differentiate between our sections and groups. The construction and clear space around the candle is as shown.
• The use of our logo in backgrounds or cover photos should be avoided; photography or campaign graphics should be used in its place.
• When our logo appears next to a partner’s logo, our clear space principles should always be applied
• Logos should be equal sizes and, where possible, our logo should be placed on a yellow background.
• Campaign word marks should complement our logo but not overpower it. The Amnesty logo should never be modified as part of a campaign wordmark.
• Yellow is the primary colour. It identifies the brand and to symbolise intervention. Use it to highlight important parts of your communication; don’t go overboard!
• White gives the necessary breathing space to yellow.
• The greys and black should not compete with Amnesty yellow. Some uses could be in information graphics and long-form publications.
• Greys can also be used online to aid legibility.
• PANTONE PROCESS YELLOW 4 COLOUR PROCESS C:0 M:0 Y:100 K:0 ON SCREEN #FFFF00 ON SCREEN R:255 G:255 B:0
• WHITE ON SCREEN #FFFFFFF ON SCREEN R:255 G:255 B:255
• PANTONE PROCESS BLACK 4 COLOUR PROCESS C:0 M:0 Y:0 K:100 ON SCREEN #000000 ON SCREEN R:0 G:0 B:0
• PANTONE COOL GREY 3 4 COLOUR PROCESS C:7 M:4 Y:6 K:14 ON SCREEN #C5C5C5 ON SCREEN R:197 G:197 B:197
• PANTONE COOL GREY 8 4 COLOUR PROCESS C:20 M:11 Y:12 K:30 ON SCREEN #939598 ON SCREEN R:147 G:149 B:152
• PANTONE COOL GREY 11 4 COLOUR PROCESS C:30 M:17 Y:8 K:51 ON SCREEN #7A7D81 ON SCREEN R:122 G:125 B:129
• 4 COLOUR PROCESS C:5 M:70 Y:100 K:1
• 4 COLOUR PROCESS C:O M:67 Y:88 K:O ON SCREEN #FF9933 ON SCREEN R:255 G:153 B:51
• If an extended colour palette is ever required, eg. complex charts and graphs, then, drawing reference from the candle flame, oranges and reds should be used.
• The design of our communications should always be direct and impactful. Don’t clutter them with too many messages. Use concise and clear language to attract attention.
• We often deal with difficult issues which can present a challenge to engage people with. Use creative ways to surprise and inspire people but don’t overcomplicate the message and confuse the audience.
• There is a lot of flexibility in our visual toolkit, be creative but make sure the design always feels like it’s come from Amnesty.
• People are at the heart of everything we do and this should be reflected in the content of our stories and photography.
• To create a consistent and ownable style we based on the candle in our logo we use two line weights, one a third thicker than the other. We also use rounded corners’ with a radius equal to the width of the thinner line.
• Our photography should never be sensationalist; it should be clear and balanced. When using images of recognisable individuals Amnesty should avoid presenting people as helpless victims and instead aim to show them as individuals with their own stories to tell.
• The wellbeing of any recognisable individuals in a photograph should be our primary consideration, avoiding any negative impact on their safety.
• All photographic assets should be obtained from credible sources. In publications they should be captioned with the date, names of subjects and exact location, plus the credit line.
• On social media, it’s generally fine to just include a credit line, as long as the photo relates directly to the short blurb. If the photo could be misconstrued without a caption, include a shortened one sentence version.
• Stock imagery does not require a caption.
• Set your camera to the ‘high quality’ setting.
• Get close! Close up detaiIs of faces, hands with pens etc are great for social media.
• Vertical and horizontal -get shots in both.
• Lighting -when shooting outdoors, it is usually best to have the sun behind you -and lighting up your subject, scene or object. Select the ‘fill flash’ setting and you will almost always improve your people pictures.
• Avoid complex, cluttered backgrounds and unrelated objects in the image.
• Snap people doing things: signing postcards, writing letters, talking to people … these shots are inspiring and show energy.
• Stage a good shot. Think about what would look good -placing people ready to sign up, in front or beside an Amnesty banner doing star jumps. Have fun with it!
• At small events, get the names of people in photos as you take them and ask them to sign a release form. A standard release form is available. Scan and store permissions in the same folder as the photographs.
• At larger group/public events (where permissions are not possible) ensure people know they are being photographed by Amnesty International Australia for our purposes. A standard sign at the registration/entry to an event with the following words is acceptable: Your image may be photographed or filmed at any time throughout this event. Your consent to the use of your image in full or in part for any Amnesty International related purpose, is taken to be given by attending this event. Should you not wish to have your image photographed or filmed, please inform Amnesty International at the event.
• Unless we have signed consent from parents to use photos of people under 18, we cannot use photos that identify kids’ faces.

Layout And Composition

• The Amnesty logo is always made up of two elements -the wordmark and the candle. The construction and clear space around the logo are determined as shown.
• Our logo includes a yellow background. A black or white alternative may be used for black and white printing.
• The height of our word mark should never be less than 6mm.
• Whenever possible it should be positioned in the bottom-right corner.
• The height of our wordmark should never be less than 60px. Where this isn’t possible (eg. Twitter avatar, mobile app icon) the candle maybe used on it’s own -but never smaller than 44 pixels. The clear space around the candle is determined as shown.
• In profile pictures on social media channels a descriptor may be added to the candle to differentiate between our sections and groups. The construction and clear space around the candle is as shown.
• The use of our logo in backgrounds or cover photos should be avoided; photography or campaign graphics should be used in its place.
• When our logo appears next to a partner’s logo, our clear space principles should always be applied
• Logos should be equal sizes and, where possible, our logo should be placed on a yellow background.
• When using the logo in our campaigns, lead with the campaign word mark and sign-off with the Amnesty logo. We need to build a strong relationship between Amnesty International as an organisation and our campaigns and this relationship should be reflected in our campaign identities. Building an identity that makes a campaign like part of a family will let it benefit from the trust the Amnesty logo holds and ensures the organisation gets the credit for the amazing work we do.
• Campaign word marks should complement our logo but not overpower it. The Amnesty logo should never be modified as part of a campaign wordmark.
• Yellow grabs attention. It’s bright. , It’s vibrant. It’s impossible to ignore. f 5 ‘We use yellow to highlight injustice.
• Yellow is the primary colour. It identifies the brand and to symbolise intervention. Use it to highlight important parts of your communication; don’t go overboard!
• White gives the necessary breathing space to yellow.
• The greys and black should not compete with Amnesty yellow. Some uses could be in information graphics and long-form publications.
• Greys can also be used online to aid legibility.
• PANTONE PROCESS YELLOW 4 COLOUR PROCESS C:0 M:0 Y:100 K:0 ON SCREEN #FFFF00 ON SCREEN R:255 G:255 B:0
• WHITE ON SCREEN #FFFFFFF ON SCREEN R:255 G:255 B:255
• PANTONE PROCESS BLACK 4 COLOUR PROCESS C:0 M:0 Y:0 K:100 ON SCREEN #000000 ON SCREEN R:0 G:0 B:0
• PANTONE COOL GREY 3 4 COLOUR PROCESS C:7 M:4 Y:6 K:14 ON SCREEN #C5C5C5 ON SCREEN R:197 G:197 B:197
• PANTONE COOL GREY 8 4 COLOUR PROCESS C:20 M:11 Y:12 K:30 ON SCREEN #939598 ON SCREEN R:147 G:149 B:152
• PANTONE COOL GREY 11 4 COLOUR PROCESS C:30 M:17 Y:8 K:51 ON SCREEN #7A7D81 ON SCREEN R:122 G:125 B:129
• If an extended colour palette is ever required, eg. complex charts and graphs, then, drawing reference from the candle flame, oranges and reds should be used.
• The design of our communications should always be direct and impactful. Don’t clutter them with too many messages. Use concise and clear language to attract attention.
• We often deal with difficult issues which can present a challenge to engage people with. Use creative ways to surprise and inspire people but don’t overcomplicate the message and confuse the audience.
• There is a lot of flexibility in our visual toolkit, be creative but make sure the design always feels like it’s come from Amnesty.
• People are at the heart of everything we do and this should be reflected in the content of our stories and photography.
• Illustrations can be a useful way to convey very complex issues and information.
• To create a consistent and ownable style we based on the candle in our logo we use two line weights, one a third thicker than the other. We also use rounded corners’ with a radius equal to the width of the thinner line.

Co Branding

• When our logo appears next to a partner’s logo, our clear space principles should always be applied
• Logos should be equal sizes and, where possible, our logo should be placed on a yellow background.

Social Media Guidelines

• In profile pictures on social media channels a descriptor may be added to the candle to differentiate between our sections and groups. The construction and clear space around the candle is as shown.
• The use of our logo in backgrounds or cover photos should be avoided; photography or campaign graphics should be used in its place.
• On social media, it’s generally fine to just include a credit line, as long as the photo relates directly to the short blurb. If the photo could be misconstrued without a caption, include a shortened one sentence version.
• Stock imagery does not require a caption.

Campaign Guidelines

• When using the logo in our campaigns, lead with the campaign word mark and sign-off with the Amnesty logo. We need to build a strong relationship between Amnesty International as an organisation and our campaigns and this relationship should be reflected in our campaign identities. Building an identity that makes a campaign like part of a family will let it benefit from the trust the Amnesty logo holds and ensures the organisation gets the credit for the amazing work we do.
• Campaign word marks should complement our logo but not overpower it. The Amnesty logo should never be modified as part of a campaign wordmark.

Partnership Guidelines

• When our logo appears next to a partner’s logo, our clear space principles should always be applied
• Logos should be equal sizes and, where possible, our logo should be placed on a yellow background.

Art Direction

• The design of our communications should always be direct and impactful. Don’t clutter them with too many messages. Use concise and clear language to attract attention.
• We often deal with difficult issues which can present a challenge to engage people with. Use creative ways to surprise and inspire people but don’t overcomplicate the message and confuse the audience.
• There is a lot of flexibility in our visual toolkit, be creative but make sure the design always feels like it’s come from Amnesty.
• People are at the heart of everything we do and this should be reflected in the content of our stories and photography.
• Illustrations can be a useful way to convey very complex issues and information.
• To create a consistent and ownable style we based on the candle in our logo we use two line weights, one a third thicker than the other. We also use rounded corners’ with a radius equal to the width of the thinner line.
• Our photography should never be sensationalist; it should be clear and balanced. When using images of recognisable individuals Amnesty should avoid presenting people as helpless victims and instead aim to show them as individuals with their own stories to tell.
• The wellbeing of any recognisable individuals in a photograph should be our primary consideration, avoiding any negative impact on their safety.
• All photographic assets should be obtained from credible sources. In publications they should be captioned with the date, names of subjects and exact location, plus the credit line.
• On social media, it’s generally fine to just include a credit line, as long as the photo relates directly to the short blurb. If the photo could be misconstrued without a caption, include a shortened one sentence version.
• Stock imagery does not require a caption.
• Set your camera to the ‘high quality’ setting.
• Get close! Close up detaiIs of faces, hands with pens etc are great for social media.
• Vertical and horizontal -get shots in both.
• Lighting -when shooting outdoors, it is usually best to have the sun behind you -and lighting up your subject, scene or object. Select the ‘fill flash’ setting and you will almost always improve your people pictures.
• Avoid complex, cluttered backgrounds and unrelated objects in the image.
• Snap people doing things: signing postcards, writing letters, talking to people … these shots are inspiring and show energy.
• Stage a good shot. Think about what would look good -placing people ready to sign up, in front or beside an Amnesty banner doing star jumps. Have fun with it!
• At small events, get the names of people in photos as you take them and ask them to sign a release form. A standard release form is available. Scan and store permissions in the same folder as the photographs.
• At larger group/public events (where permissions are not possible) ensure people know they are being photographed by Amnesty International Australia for our purposes. A standard sign at the registration/entry to an event with the following words is acceptable: Your image may be photographed or filmed at any time throughout this event. Your consent to the use of your image in full or in part for any Amnesty International related purpose, is taken to be given by attending this event. Should you not wish to have your image photographed or filmed, please inform Amnesty International at the event.
• Unless we have signed consent from parents to use photos of people under 18, we cannot use photos that identify kids’ faces.

Photography Style

• Our photography should never be sensationalist; it should be clear and balanced. When using images of recognisable individuals Amnesty should avoid presenting people as helpless victims and instead aim to show them as individuals with their own stories to tell.
• The wellbeing of any recognisable individuals in a photograph should be our primary consideration, avoiding any negative impact on their safety.
• All photographic assets should be obtained from credible sources. In publications they should be captioned with the date, names of subjects and exact location, plus the credit line.
• On social media, it’s generally fine to just include a credit line, as long as the photo relates directly to the short blurb. If the photo could be misconstrued without a caption, include a shortened one sentence version.
• Stock imagery does not require a caption.
• People are at the heart of everything we do and this should be reflected in the content of our stories and photography.
• Set your camera to the ‘high quality’ setting.
• Get close! Close up detaiIs of faces, hands with pens etc are great for social media.
• Vertical and horizontal -get shots in both.
• Lighting -when shooting outdoors, it is usually best to have the sun behind you -and lighting up your subject, scene or object. Select the ‘fill flash’ setting and you will almost always improve your people pictures.
• Avoid complex, cluttered backgrounds and unrelated objects in the image.
• Snap people doing things: signing postcards, writing letters, talking to people … these shots are inspiring and show energy.
• Stage a good shot. Think about what would look good -placing people ready to sign up, in front or beside an Amnesty banner doing star jumps. Have fun with it!
• At small events, get the names of people in photos as you take them and ask them to sign a release form. A standard release form is available. Scan and store permissions in the same folder as the photographs.
• At larger group/public events (where permissions are not possible) ensure people know they are being photographed by Amnesty International Australia for our purposes. A standard sign at the registration/entry to an event with the following words is acceptable: Your image may be photographed or filmed at any time throughout this event. Your consent to the use of your image in full or in part for any Amnesty International related purpose, is taken to be given by attending this event. Should you not wish to have your image photographed or filmed, please inform Amnesty International at the event.
• Unless we have signed consent from parents to use photos of people under 18, we cannot use photos that identify kids’ faces.

Illustration Style

• Illustrations can be a useful way to convey very complex issues and information.
• To create a consistent and ownable style we based on the candle in our logo we use two line weights, one a third thicker than the other. We also use rounded corners’ with a radius equal to the width of the thinner line.

Digital Guidelines

• The height of our wordmark should never be less than 60px. Where this isn’t possible (eg. Twitter avatar, mobile app icon) the candle maybe used on it’s own -but never smaller than 44 pixels. The clear space around the candle is determined as shown.
• In profile pictures on social media channels a descriptor may be added to the candle to differentiate between our sections and groups. The construction and clear space around the candle is as shown.
• The use of our logo in backgrounds or cover photos should be avoided; photography or campaign graphics should be used in its place.

Additional Properties

Revenue History

Employees History

Total Assets History