Brac

📋 1 Guidelines

🔗 Connections

Sector

Ngo

Region

Bangladesh

Guideline Year

2013

Language

English

Tags

Ngo

Official Websites

Brand Guidelines

2013

Brand Summary

Mission
  • BRAC is a global leader in creating large-scale opportunities for the poor. Founded in Bangladesh in 1972, it is now the world’s largest development organisation. Over 100,000 BRAC workers touch the lives of an estimated 135 million people in 11 countries, using a wide array of tools such as microfinance, education, healthcare, legal rights training and more. The vision is a world free from all forms of exploitation and discrimination where everyone has the opportunity to realise their potential.
Core Values
  • Innovation
  • Integrity
  • Inclusiveness
  • Effectiveness
Target Audience
  • Individuals, families, and communities—primarily programme members and the poor in 11 countries.
Personality Traits
  • Visionary
  • Engaging
  • Fair
  • Resourceful
  • Courageous
Visual Identity Overview
  • The visual identity is centered around a vibrant magenta logo with a swirling, abstract floral symbol and bold, lowercase sans-serif text. The brand uses bright, natural, and honest imagery, with a circular theme inspired by the logo, representing unity and ongoing evolution. The color palette is magenta-centric, with secondary colors specified, and typography guidelines favor Helvetica Neue and Arial. The overall style is clean, modern, and approachable.

Categories

Brand Voice
  • The aim of our brand identity is to define a more powerful, compelling and different way of talking about BRAC. To focus on what the brand stands for and communicate what we do and say to our target audiences in a way that helps people recognise that BRAC is different and effective, relevant and appealing
Brand Imagery
  • Our images can represent us to the world at a glance. We want our visual identity to reflect our personality, our values and how we make an impact on the world. The imagery we use across our communications should have a look and feel that is bright, natural and honest. Key images should fall into one of these categories: 1. ‘Engaging’ (the reader) 2. ‘Engaged’ (the subject in the image)
  • Front Covers (includes Annual reports, Country Brochures, Programme Brochures) must feature at least one central theme engaging the reader.
  • General featured images will focus on individuals, families, communities -primarily programme members. General images should show action -the subject is engaged.
  • Inspired by the circle in the new BRAG logo; representing unity, longevity, on-going evolution and virtuous cycles of forward/backward linkages.
  • We should categorise images by location/programme/work i.e. Uganda key images, Education key images, Agriculture and Food Security key images so that an image/communication becomes instantly recognisable and associated with BRAG.
  • All images should capture the BRAG brand essence -‘realising potential’
  • We should be mindful of over-using images particularly where they form part of core communications e.g. using the same image for the Annual Report cover as the Education Brochure cover.
  • Website images are usually 705 pixels wide and 350 pixels high. For any printed materials, the larger the size of the digital image the better, these images should be 300dpi at least.
  • Contact the Communications team if you want to use an image but are unsure whether it is brand compliant or not. Email at <branding@brac. net> and we can advise you further.
  • The BRAG image bank can be accessed from <gallery. brac.net>. After choosing your image, send request to gallery@brac.net with choosen image file name.
Color Palette
  • Colours (Pantone, CMYK and RGB code) Primary Colour Pantone Magenta
  • Our core colour is magenta and the chosen magenta is at 100%
  • The BRAG logotype, when used in colour, should always be in Magenta. However, there needs to be some flexibility with the usage to suit various purposes and applications. We recommend to follow the following guidelines to ensure that the logotype still stands out without compromising the brand integrity.
  • The logotype should appear in magenta, wherever possible.
  • The logotype should always reverse white out of a coloured background. Never use a full colour logotype on a coloured background. The background should never be a tint percentage of the colour.
  • When the logotype cannot be used in the corporate magenta, due to budget etc., the logotype should appear in black, when on white.
  • The logotype should reverse white out when used on a black background, if the budget does not allow the use of the corporate magenta as the background colour.
  • The logotype should always reverse white out of a colour image, that has a dark or ‘busy’ colourful background.
  • A reversed white out logo should always be used when on a black and white image that has a dark contrasted background. If the black and white image used has a lighter background to it, a black logo should be used.
  • The logotype should appear in magenta when placed onto colour images when the background is of a complimentary lighter colour and does not overpower the logotype.
  • If the logotype is placed onto a pale colour image a black logotype may also be used.
  • Do not substitute any colors of the logo or have multiple colors within the logo
  • Always use BRAC colour palette
Typography
  • Primary Typeface Helvetica Neue Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;!@g$%8*?") Helvetica Neue (OTF) 45 Light Headline
  • Helvetica Neue 95 Black 65 Medium/Bold Subheads
  • Helvetica Neue 55 Roman/ Bold
  • Introductions
  • Helvetica Neue 55 Roman
  • Helvetica Neue 35 thin Bodycopy
  • Helvetica Neue 45 light
  • Helvetica Neue 35 thin
  • Footnotes
  • Helvetica Neue 45 light Default Typeface Arial Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;!@£$%&*?") Arial Regular Headline Arial Black Subheads Arial Bold
  • Arial Regular/ Italic
  • Bodycopy
  • Arial Regular
  • Web Typeface
  • Arial is the type for use on websites. It is very similar to Helvetica Neue, but more commonly used online. For composing documents, the preferred English font is ARIAL size 11 and for Bengali the preferred font is SutonnyMJ size 13
  • Font and Font Size a. For Bengali, always use font SutonnyMJ with a font size of 13 points b. For English, always use font Arial with a font size of 11 points
  • Always use BRAC fonts
Logo Usage
  • Our logotype must endorse all the communications we create. It is strong, direct and robust.
  • On no account must the logotype ever be redrawn or modified, nor translated.
  • To make sure the logo has maximum standout, always refer to the exclusion zone illustrated here which prevents other graphic elements from interfering with the integrity of the logotype. The exclusion zone around the logotype is the height and width of the ‘circle’ taken from the symbol, as shown below.
  • Always reproduce the precise positioning of the logotype shown here.
  • Always reproduce the proportions of the logotype elements in the set relationship shown here.
  • Logotype at a width of 75mm, to be used on A3 posters/ documents etc.
  • Logotype at a width of 65mm, to be used on brochures set at 300mm x 240mm.
  • Logotype at a width of 60mm, to be used on folder set at 305mm x 215mm.
  • Logotype at a width of 55mm, to be used on A4 documents etc.
  • Logotype at a width of 45mm, to be used on AS documents etc.
  • Logotype at a width of 33mm. This size is used on the business card.
  • Logotype at a width of 18mm. This is the smallest print size that is allowed.
  • Logotype at a width of 154mm, to be used on A1 posters etc.
  • Logotype at a width of 110mm, to be used on A2 posters etc.
  • Logotype at a width of 42.5mm to be used on Double sided business cards.
  • The BRAG logotype, when used in colour, should always be in Magenta. However, there needs to be some flexibility with the usage to suit various purposes and applications. We recommend to follow the following guidelines to ensure that the logotype still stands out without compromising the brand integrity.
  • The logotype should appear in magenta, wherever possible.
  • The logotype should always reverse white out of a coloured background. Never use a full colour logotype on a coloured background. The background should never be a tint percentage of the colour.
  • When the logotype cannot be used in the corporate magenta, due to budget etc., the logotype should appear in black, when on white.
  • The logotype should reverse white out when used on a black background, if the budget does not allow the use of the corporate magenta as the background colour.
  • The logotype should always reverse white out of a colour image, that has a dark or ‘busy’ colourful background.
  • A reversed white out logo should always be used when on a black and white image that has a dark contrasted background. If the black and white image used has a lighter background to it, a black logo should be used.
  • The logotype should appear in magenta when placed onto colour images when the background is of a complimentary lighter colour and does not overpower the logotype.
  • If the logotype is placed onto a pale colour image a black logotype may also be used.
  • Incorrect Logo Usage 1. Do not separate the logo 2. Do not alter or ungroup the logo in any way 3. Do not scale or distort the logo 4. Do not use multiple logos or use the logo in a repeating pattern 5. Do not rotate or tilt the logo 6. Do not substitute any colors of the logo or have multiple colors within the logo 7. Do not use country name or programme name next to the BRAC logo
  • Off-centred placement of the logo is always recommended
  • In few cases the logo may be placed in the centre
  • Always use correct logo artwork
  • Never modify or recreate the logo
  • Maintain proper exclusion zone while using logo
  • Always use BRAC fonts
  • Always use BRAC colour palette
  • Do not use country name or programme name next to the BRAC logo
  • When in doubt, ask branding team Unfortunately, these rules are not flexible
Tone And Messaging
  • The aim of our brand identity is to define a more powerful, compelling and different way of talking about BRAC. To focus on what the brand stands for and communicate what we do and say to our target audiences in a way that helps people recognise that BRAC is different and effective, relevant and appealing
Brand Values
  • Our Values Innovation Integrity Inclusiveness Effectiveness
Visual Style
  • On no account must the logotype ever be redrawn or modified, nor translated.
  • To make sure the logo has maximum standout, always refer to the exclusion zone illustrated here which prevents other graphic elements from interfering with the integrity of the logotype. The exclusion zone around the logotype is the height and width of the ‘circle’ taken from the symbol, as shown below.
  • Always reproduce the precise positioning of the logotype shown here.
  • Always reproduce the proportions of the logotype elements in the set relationship shown here.
  • Logotype at a width of 75mm, to be used on A3 posters/ documents etc.
  • Logotype at a width of 65mm, to be used on brochures set at 300mm x 240mm.
  • Logotype at a width of 60mm, to be used on folder set at 305mm x 215mm.
  • Logotype at a width of 55mm, to be used on A4 documents etc.
  • Logotype at a width of 45mm, to be used on AS documents etc.
  • Logotype at a width of 33mm. This size is used on the business card.
  • Logotype at a width of 18mm. This is the smallest print size that is allowed.
  • Logotype at a width of 154mm, to be used on A1 posters etc.
  • Logotype at a width of 110mm, to be used on A2 posters etc.
  • Logotype at a width of 42.5mm to be used on Double sided business cards.
  • The BRAG logotype, when used in colour, should always be in Magenta.
  • The logotype should appear in magenta, wherever possible.
  • The logotype should always reverse white out of a coloured background. Never use a full colour logotype on a coloured background. The background should never be a tint percentage of the colour.
  • When the logotype cannot be used in the corporate magenta, due to budget etc., the logotype should appear in black, when on white.
  • The logotype should reverse white out when used on a black background, if the budget does not allow the use of the corporate magenta as the background colour.
  • The logotype should always reverse white out of a colour image, that has a dark or ‘busy’ colourful background.
  • A reversed white out logo should always be used when on a black and white image that has a dark contrasted background. If the black and white image used has a lighter background to it, a black logo should be used.
  • The logotype should appear in magenta when placed onto colour images when the background is of a complimentary lighter colour and does not overpower the logotype.
  • If the logotype is placed onto a pale colour image a black logotype may also be used.
  • Incorrect Logo Usage 1. Do not separate the logo 2. Do not alter or ungroup the logo in any way 3. Do not scale or distort the logo 4. Do not use multiple logos or use the logo in a repeating pattern 5. Do not rotate or tilt the logo 6. Do not substitute any colors of the logo or have multiple colors within the logo 7. Do not use country name or programme name next to the BRAC logo
  • Off-centred placement of the logo is always recommended
  • In few cases the logo may be placed in the centre
  • Colours (Pantone, CMYK and RGB code) Primary Colour Pantone Magenta
  • Our core colour is magenta and the chosen magenta is at 100%
  • Always use correct logo artwork
  • Never modify or recreate the logo
  • Maintain proper exclusion zone while using logo
  • Always use BRAC fonts
  • Always use BRAC colour palette
  • Do not use country name or programme name next to the BRAC logo
Layout And Composition
  • On no account must the logotype ever be redrawn or modified, nor translated.
  • To make sure the logo has maximum standout, always refer to the exclusion zone illustrated here which prevents other graphic elements from interfering with the integrity of the logotype. The exclusion zone around the logotype is the height and width of the ‘circle’ taken from the symbol, as shown below.
  • Always reproduce the precise positioning of the logotype shown here.
  • Always reproduce the proportions of the logotype elements in the set relationship shown here.
  • Logotype at a width of 75mm, to be used on A3 posters/ documents etc.
  • Logotype at a width of 65mm, to be used on brochures set at 300mm x 240mm.
  • Logotype at a width of 60mm, to be used on folder set at 305mm x 215mm.
  • Logotype at a width of 55mm, to be used on A4 documents etc.
  • Logotype at a width of 45mm, to be used on AS documents etc.
  • Logotype at a width of 33mm. This size is used on the business card.
  • Logotype at a width of 18mm. This is the smallest print size that is allowed.
  • Logotype at a width of 154mm, to be used on A1 posters etc.
  • Logotype at a width of 110mm, to be used on A2 posters etc.
  • Logotype at a width of 42.5mm to be used on Double sided business cards.
  • Incorrect Logo Usage 1. Do not separate the logo 2. Do not alter or ungroup the logo in any way 3. Do not scale or distort the logo 4. Do not use multiple logos or use the logo in a repeating pattern 5. Do not rotate or tilt the logo 6. Do not substitute any colors of the logo or have multiple colors within the logo 7. Do not use country name or programme name next to the BRAC logo
  • Off-centred placement of the logo is always recommended
  • In few cases the logo may be placed in the centre
  • Front Covers (includes Annual reports, Country Brochures, Programme Brochures) must feature at least one central theme engaging the reader.
  • Website images are usually 705 pixels wide and 350 pixels high. For any printed materials, the larger the size of the digital image the better, these images should be 300dpi at least.
  • 40mm margin from from top edge Dear All Please adjust the following on your page setup option on your PC before printing. Font and Font Size a. For Bengali, always use font SutonnyMJ with a font size of 13 points b. For English, always use font Arial with a font size of 11 points 5e a Thanks. E Eo E E g Sc. z2zg** 135mm margin from [bottom I
  • Always use correct logo artwork
  • Never modify or recreate the logo
  • Maintain proper exclusion zone while using logo
  • Always use BRAC fonts
  • Always use BRAC colour palette
  • Do not use country name or programme name next to the BRAC logo
Co Branding
  • When co-branding is used, it usually depends on the relationship we have with the relevant partner or donor. It will either be an initiative instigated by BRAC or one in which we will participate
  • The following descriptors should be used in the context of the particular initiative: In partnership with (LOGO) or Supported by (LOGO)
  • In the case where the partner/donor is the primary brand and BRAG is the secondary brand, the primary brand would be leading (i.e. in terms of placement, it would be in the header), without any descriptor and the secondary BRAG brand would be following (i.e. in terms of placement, it would be in the footer), with the specific descriptor. If there are multiple secondary brands, BRAG logo should, wherever possible, be placed extreme left. Equal weight to all logos should be given i.e. same length or size.
  • In the case where BRAG is the primary brand and donor/partner is the secondary brand, the primary brand would be leading (i.e. in terms of placement, it would be in the header), without any descriptor and the secondary brand would be following (i.e. in terms of placement, it would be in the footer), with the specific descriptor.
  • Whether used on a panel area in the header or footer, if there are any logo hierarchy rules, then they should be adhered to, i.e. Government, then Donor, then Implementing Partner
  • When BRAG sponsors an event or activity, the following descriptor should be used: Sponsored by (LOGO). In terms of placement, BRAG logo should, wherever possible, be placed extreme left, footer position.
  • When BRAG is co­organising an event or activity, the following descriptor should be used: Organised by (LOGO). In terms of placement, BRAG logo should, wherever possible, be placed extreme left (if there are more than one partners).
Brand Partnerships
  • When co-branding is used, it usually depends on the relationship we have with the relevant partner or donor. It will either be an initiative instigated by BRAC or one in which we will participate Banners 1. DESCRIPTOR
  • The following descriptors should be used in the context of the particular initiative: In partnership with (LOGO) or Supported by (LOGO) 2. BRAC SUPPORTING A PARTNER’S INITIATIVE:
  • In the case where the partner/donor is the primary brand and BRAG is the secondary brand, the primary brand would be leading (i.e. in terms of placement, it would be in the header), without any descriptor and the secondary BRAG brand would be following (i.e. in terms of placement, it would be in the footer), with the specific descriptor. If there are multiple secondary brands, BRAG logo should, wherever possible, be placed extreme left. Equal weight to all logos should be given i.e. same length or size.
  • In the case where BRAG is the primary brand and donor/partner is the secondary brand, the primary brand would be leading (i.e. in terms of placement, it would be in the header), without any descriptor and the secondary brand would be following (i.e. in terms of placement, it would be in the footer), with the specific descriptor.
  • Whether used on a panel area in the header or footer, if there are any logo hierarchy rules, then they should be adhered to, i.e. Government, then Donor, then Implementing Partner
  • When BRAG sponsors an event or activity, the following descriptor should be used: Sponsored by (LOGO). In terms of placement, BRAG logo should, wherever possible, be placed extreme left, footer position.
  • When BRAG is co­organising an event or activity, the following descriptor should be used: Organised by (LOGO). In terms of placement, BRAG logo should, wherever possible, be placed extreme left (if there are more than one partners).
Sponsorship
  • When BRAG sponsors an event or activity, the following descriptor should be used: Sponsored by (LOGO). In terms of placement, BRAG logo should, wherever possible, be placed extreme left, footer position.
Co Organizing
  • When BRAG is co­organising an event or activity, the following descriptor should be used: Organised by (LOGO). In terms of placement, BRAG logo should, wherever possible, be placed extreme left (if there are more than one partners).
  • Whether used on a panel area in the header or footer, if there are any logo hierarchy rules, then they should be adhered to, i.e. Government, then Donor, then Implementing Partner
  • TOP 7 things to remember 1. Always use correct logo artwork 2. Never modify or recreate the logo 3. Maintain proper exclusion zone while using logo 4. Always use BRAC fonts 5. Always use BRAC colour palette 6. Do not use country name or programme name next to the BRAC logo 7. When in doubt, ask branding team Unfortunately, these rules are not flexible
🐛 Report