European Greens

📋 1 Guidelines

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Sector

Ngo

Region

Europe

Guideline Year

2017

Language

English

Tags

Community

Official Websites

Brand Guidelines

2017

Brand Summary

Mission
  • The goal of the European Green Party’s visual identity is to communicate and visually embody the Party’s values—openness, accountability and honesty, care and responsibility. Through this visual eco-system, the Party expresses its attitude as a socially active, ambitious, credible and inclusive partner/political actor with a passionate, positive outlook. Harmonising look & feel across communication channels builds strong visual recognition, especially for European Parliament elections [^1].
Core Values
  • openness
  • accountability
  • honesty
  • care
  • responsibility
  • empathy
Target Audience
  • Members and supporters of Green parties throughout Europe, including regional and thematic networks, working groups, and the broader European public interested in environmental, social justice, and democratic values [^2].
Personality Traits
  • socially active
  • ambitious
  • credible
  • inclusive
  • passionate
  • positive
Visual Identity Overview
  • The visual identity centers on a stylized sunflower logo with green and yellow as primary colors, supported by a clean, modern, and environmentally friendly aesthetic. The identity uses bold, flat colors, simple geometric shapes, and consistent typography (Jaldi and Roboto fonts), with clear rules for logo usage, color palette, iconography, imagery, and graphic elements to ensure recognizability and consistency across all communication materials [^3].

Categories

Brand Imagery
  • Photography forms a key element in European Green Party communications. But it’s also difficult to frame a certain style due to the wide range of diversity in communications, also because the character is editorial or campaign driven. Editorial imagery
  • A general rule is to always focus on creating credibility and responding to core European Green Party values: openness, empathy, accountability and honesty, care and responsibility.
  • A hopeful eye on the future
  • Get close to people
  • Bring in energy
  • Serious can be nice
  • Using imagery consistently forms a challenge. Especially on social media, it will require an effort to represent the brand properly.
  • Beside the general rules, consider these criteria when choosing images and defining your subject.
  • Avoid conceptual, dramatical overkill
  • Be aware of your subject
  • Avoid excessive photoshopping
  • Avoid masking or green filters
  • Avoid flash or bad lighting conditions
Color Palette
  • A limited set of primary colours give the European Green Party a recognisable and consistent look. Do not apply transparancies or effects
  • #Yellow
  • #lightGreen
  • #DarkGreen
  • RGB: 255 -220 -46
  • CMYK: 0 -10 -100 -0
  • WEB = FFDC2E
  • PANTONE Yellow 012 U
  • PANTONE 107 C
  • RGB: 87 -180 -95
  • CMYK: 69 -02 -87 -0
  • WEB = 57B45F
  • PANTONE 360 U
  • PANTONE 361 C
  • RGB: 54 -132 -91
  • CMYK: 80 -27 -77 -11
  • WEB: #36845b
  • PMS Uncoated: 348 U
  • PMS Coated: 7731 C
  • #White
  • #Grey
  • #NeutralBlack
  • RGB: 131 -131 -134
  • CMYK: 51 -43 -40 -6
  • WEB: #838386
  • PMS Uncoated: Cool Gray 10 U
  • PMS Coated: Cool Gray 8 C
  • RGB: 77 -72 -69
  • CMYK: 63 -59 -60 -41
  • WEB: #4D4845
  • PMS Uncoated: Neutral Black U
  • PMS Coated: Neutral Black C
  • The principle is that communications are always branded with and recognised by the primary colours.
  • However, in many cases, colour diversity is needed to emphasise a message.
  • The secondary colours can be applied in different transparency settings.
  • ✓ transparencies are allowed
  • #Pink
  • RGB: 239 -154 -167
  • WEB: #ef9aa6 #Blue
  • RGB: 165 -203 -218
  • WEB: #a4cada #DarkBlue
  • RGB: 120 -149 -164
  • WEB: #7894a3 #Sand
  • RGB: 199 -181 -112 CMYK: 0 -10 -100 -0 WEB: #c7b56f #DarkViolet
  • RGB: 127 -107 -113 CMYK: 0 -10 -100 -0 WEB: #7d6b71 #Clay
  • RGB: 215 -174 -151
  • WEB: #d7ad97 #Violet
  • RGB: 202 -195 -225
  • WEB: #c9c3el
  • The balance and hierarchy in colour use is important to align correctly all European Green Party communications. This bar chart gives an idea of a desired colour mix.
  • Consider use of primary colours green and yellow before applying other colours.
Typography
  • Jaldi Display font Download this font The main goal of typography is to achieve a unique, contemporary and rejuvenated look & feel. While Jaldi is a solid and robust font, it has optimistic traits, which makes it suitable for both formal and playful social communication. The primary use of Jaldi font is in brand name display and headers.
  • Roboto Body font Download this font The Roboto is a sans-serif font. It features friendly and open curves and forms a nice extension to the Jaldi font. The family contains various weights.
  • Verdana -Default system font
  • When none of the recommanded typefaces are available, Verdana can be selected as alternative. However all typefaces are free to download.
  • Open documents (e.g. word documents) and emails should use the Verdana font.
  • This is because the Jaldi and Roboto fonts will be converted to another font if they are not installed on a recipient’s device.
  • The following set of styles demonstrate how we can achieve a consistent look with a limited set of styles. The described settings are proportional for A4 canvas. Heading
  • Jaldi Bold
  • size: SOpt
  • Sentence case
  • #LightGreen Main Title
  • Jaldi Bold -Sentence case
  • size: 36pt
  • #DarkGreen SubTitle
  • size: 16pt interlinie: 20pt
  • Uppercase
  • #LightGreen Intro
  • Robot Light size: 16pt interlinie: 20pt
  • Sentence Case
  • #Neutra lBlack Paragraph
  • Roboto Regular size: lOpt interlinie: 12 pt
  • The European Green Party follows the editorial style guide of the Guardian
  • All typefaces for newsletters will be replaced with Verdana due the limitations of e-mail.
  • Do not exceed 75 characters per line Text colours
  • text colour European Green Party neutral black
  • link colour European Green Party light green
  • visited link colour European Green Party dark green
Logo Usage
  • The logo shape (mandatory)
  • The logo should always be surrounded by a minimum area of space.
  • The area of isolation ensures that headlines, text or other visual elements do not conflict with the logo.
  • The x-rectangle - based on a lowercase character size - is used to determine the green space, as well as outer space.
  • The logo and its shape should always be flat, without shadow or reflection.
  • The logo and its shape should never be rotated or tilted.
  • Avoid bad or aggressive contrasts Keep it white or green.
  • Absence of green background
  • No mixed use within the same application
  • No other url is allowed
  • Do not use in the green logo shape
  • The url can also be used stand-alone and is also more flexible in use
  • Ensure the bottom side angle is always 7 degrees “and ascending”. Also respect the x-rectangle recommandations as shown in the example.
  • Always use Jaldi Bold - Use Title Case: ex. Council - Enshorten month: Dec - Always white - Use the correct endorsement
  • The petals of the logo mark can form a nice graphical element in designing communications. - Only on European Green Party #lightgreen background - Apply clipping on 2 sides (x and y) - Aspect ratio of approx. 40% of the entire canvas
  • Do not apply logo crops on white or other type of backgrounds
  • The logo mark can act as a clipping element to frame pictures. This playful element can be complementary to emphasise specific messages.
  • However, it never replaces the classic logo sign-off in traditional communications. A profile picture on social media is an exception. (see page 34)
  • The logo clipping should only be used in very exceptional circumstances, and for major campaign purposes that the Greens are strong on. They can also be used during events of important international significance.
  • Only use images which support the brand in a positive way
  • The logo clipping is particularly suitable for campaigns to communicate or express a specific message or standpoint. It can support text by using a symbol or complementary image.
  • The margins are based on they-height of the logo (see visual).
  • logo: left-align url: right-align, same heigt as “European” font-size never overrule the logo-text. How to define the logo size?
  • 1/5 of the canvas width is a basic rule. However, the context will determine the actual need. The size should never exceed 50% of the canvas.
  • If the logo clipping is used, the background should always be white.
  • To correctly brand European Green Party footage, use the following logo variant: - left align, with the correct margin - logo size: scale 1/16 of total width
  • The height of a header bar is equal to the normal heigt of the logo.
  • The default is to use the full logo whenever possible.
  • The logo guidance rules to the right must always be followed regardless of brand dominance.
  • The European Green Party logo is always on the top left, partner logos are always on the bottom. Maintain the proper clear space around each logo.
  • The European Green Party logo and partner logo should be of the same visual size, but the European Green Party logo is placed at the bottom or upper right corner. Whenever possible, leverage the European Green Party visual system and follow the logo placement guidelines. If there are other partner organisations’ logos, those should be optically smaller and placed slightly separately to communicate brand hierarchy.
  • If the European Green Party is involved in an external event or other partnership activity as a secondary partner, its logo placement and size should indicate that.
Tone And Messaging
  • The goal of the European Green Party’s visual identity is to communicate and visually embody the Party’s values -openness, accountability and honesty, care and responsibility.
  • Through this visual eco-system the European Green Party will express its attitude as a socially active, ambitious, credible and inclusive partner/political actor with a passionate, positive outlook.
  • By harmonising look & feel across through-the-line communication channels (online and offline), the European Green Party can leverage its communication efforts to build up a strong visual recognition that can be exploited during the European Parliament elections.
  • A general rule is to always focus on creating credibility and responding to core European Green Party values: openness, empathy, accountability and honesty, care and responsibility.
  • A hopeful eye on the future
  • Avoid conceptual, dramatical overkill
  • Be aware of your subject
  • Avoid excessive photoshopping
  • Avoid masking or green filters
  • Avoid flash or bad lighting conditions
  • Avoid complex images or unrecognizable symbols X
  • Only use images which support the brand in a positive way
Brand Values
  • The goal of the European Green Party’s visual identity is to communicate and visually embody the Party’s values -openness, accountability and honesty, care and responsibility.
  • Through this visual eco-system the European Green Party will express its attitude as a socially active, ambitious, credible and inclusive partner/political actor with a passionate, positive outlook.
  • A general rule is to always focus on creating credibility and responding to core European Green Party values: openness, empathy, accountability and honesty, care and responsibility.
  • use simple, straightforward images that convey the European Green Party values.
Visual Style
  • The logo should always be surrounded by a minimum area of space.
  • The area of isolation ensures that headlines, text or other visual elements do not conflict with the logo.
  • The x-rectangle - based on a lowercase character size - is used to determine the green space, as well as outer space.
  • The logo and its shape should always be flat, without shadow or reflection.
  • The logo and its shape should never be rotated or tilted.
  • Avoid bad or aggressive contrasts Keep it white or green.
  • A limited set of primary colours give the European Green Party a recognisable and consistent look. Do not apply transparancies or effects
  • The balance and hierarchy in colour use is important to align correctly all European Green Party communications. This bar chart gives an idea of a desired colour mix.
  • Consider use of primary colours green and yellow before applying other colours.
  • The main goal of typography is to achieve a unique, contemporary and rejuvenated look & feel.
  • The primary use of Jaldi font is in brand name display and headers.
  • The following set of styles demonstrate how we can achieve a consistent look with a limited set of styles. The described settings are proportional for A4 canvas.
  • Heading Jaldi Bold size: SOpt Sentence case #LightGreen Main Title Jaldi Bold -Sentence case size: 36pt Sentence case #DarkGreen SubTitle Jaldi Bold size: 16pt interlinie: 20pt Uppercase #LightGreen Intro Robot Light size: 16pt interlinie: 20pt Sentence Case #Neutra lBlack Paragraph Roboto Regular size: lOpt interlinie: 12 pt
  • European Green Party icons excel in simplicity and are fast in conveying understanding by using basic geometric forms.
  • Graphic characterics - keep it simple and clever
    • choose 2D geometric shapes - flat design -2 colour setting - green is always in the foreground and yellow is always in the background
  • A general rule is to always focus on creating credibility and responding to core European Green Party values: openness, empathy, accountability and honesty, care and responsibility.
  • Avoid conceptual, dramatical overkill
  • Avoid excessive photoshopping
  • Avoid masking or green filters
  • Avoid flash or bad lighting conditions
  • The petals of the logo mark can form a nice graphical element in designing communications. - Only on European Green Party #lightgreen background - Apply clipping on 2 sides (x and y) - Aspect ratio of approx. 40% of the entire canvas
  • Do not apply logo crops on white or other type of backgrounds
  • The logo mark can act as a clipping element to frame pictures. This playful element can be complementary to emphasise specific messages.
  • The logo clipping should only be used in very exceptional circumstances, and for major campaign purposes that the Greens are strong on. They can also be used during events of important international significance.
  • Avoid complex images or unrecognizable symbols
  • Only use images which support the brand in a positive way
  • The logo clipping is particularly suitable for campaigns to communicate or express a specific message or standpoint. It can support text by using a symbol or complementary image.
  • The margins are based on they-height of the logo (see visual).
  • logo: left-align url: right-align, same heigt as “European” font-size never overrule the logo-text. How to define the logo size? 1/5 of the canvas width is a basic rule. However, the context will determine the actual need. The size should never exceed 50% of the canvas.
  • Do not exceed 75 characters per line Text colours
  • The height of a header bar is equal to the normal heigt of the logo.
Iconography
  • European Green Party icons excel in simplicity and are fast in conveying understanding by using basic geometric forms. These icons reflect the positions of the European Green Party on various topics. Over time, they should create immediate association with the European Green Party’s position on various topics.
  • Icons form recognition where verbal language cannot. Icons can be used on collateral and communication materials (e.g. brochure, poster or social media post) pertaining to a particular topic or position of the European Green Party. The icons should never replace or dominate the European Green Party logo, but act as supporting information to indicate a topic. The more icons you use, the less attention they bring. Consider this when adding an icon to your communication.
  • Graphic characterics - keep it simple and clever
    • choose 2D geometric shapes - flat design -2 colour setting - green is always in the foreground and yellow is always in the background
Layout And Composition
  • The logo should always be surrounded by a minimum area of space.
  • The area of isolation ensures that headlines, text or other visual elements do not conflict with the logo.
  • The x-rectangle - based on a lowercase character size - is used to determine the green space, as well as outer space.
  • Canvas The margins are based on they-height of the logo (see visual).
  • logo: left-align url: right-align, same heigt as “European” font-size never overrule the logo-text. How to define the logo size?
  • 1/5 of the canvas width is a basic rule. However, the context will determine the actual need. The size should never exceed 50% of the canvas.
  • To correctly brand European Green Party footage, use the following logo variant: - left align, with the correct margin - logo size: scale 1/16 of total width
  • Do not exceed 75 characters per line
  • The height of a header bar is equal to the normal heigt of the logo.
Graphic Elements
  • The petals of the logo mark can form a nice graphical element in designing communications. - Only on European Green Party #lightgreen background - Apply clipping on 2 sides (x and y) - Aspect ratio of approx. 40% of the entire canvas
  • Do not apply logo crops on white or other type of backgrounds
  • The logo mark can act as a clipping element to frame pictures. This playful element can be complementary to emphasise specific messages.
  • However, it never replaces the classic logo sign-off in traditional communications. A profile picture on social media is an exception. (see page 34)
  • Consider the suggestions below to choose the right subject: - use only well-known and recognisable symbols
    • consider how the subject will work with messaging - use simple, straightforward images that convey the European Green Party values. - The logo clipping should only be used in very exceptional circumstances, and for major campaign purposes that the Greens are strong on. They can also be used during events of important international significance.
  • Avoid complex images or unrecognizable symbols X
  • Only use images which support the brand in a positive way
  • The logo clipping is particularly suitable for campaigns to communicate or express a specific message or standpoint. It can support text by using a symbol or complementary image.
Brand Practices
  • The margins are based on they-height of the logo (see visual).
  • logo: left-align url: right-align, same heigt as “European” font-size never overrule the logo-text. How to define the logo size?
  • 1/5 of the canvas width is a basic rule. However, the context will determine the actual need. The size should never exceed 50% of the canvas.
  • This view makes use of the primary colours and is a classic view of the identity. Special use
  • By exception a temporarly interpretation of the logo can be made by using the clipping technique (p.27).
  • If the logo clipping is used, the background should always be white.
  • ➔ important to respect sufficient margin
  • To correctly brand European Green Party footage, use the following logo variant: - left align, with the correct margin - logo size: scale 1/16 of total width
  • Do not exceed 75 characters per line Text colours
  • The height of a header bar is equal to the normal heigt of the logo.
Co Branding
  • There are three co-branding scenarios which determine the logo hierarchy. The placement of logos communicate brand dominance.
  • The default is to use the full logo whenever possible.
  • The logo guidance rules to the right must always be followed regardless of brand dominance.
  • European Green Party as the main organiser The European Green Party logo is always on the top left, partner logos are always on the bottom. Maintain the proper clear space around each logo.
  • European Green Party as a co-organiser • The European Green Party logo and partner logo should be of the same visual size, but the European Green Party logo is placed at the bottom or upper right corner. Whenever possible, leverage the European Green Party visual system and follow the logo placement guidelines. If there are other partner organisations’ logos, those should be optically smaller and placed slightly separately to communicate brand hierarchy.
  • European Green Party as a secondary partner If the European Green Party is involved in an external event or other partnership activity as a secondary partner, its logo placement and size should indicate that.
Event Branding
  • The Event variant is based on the regular European Green Party logo. It will mainly be used for the bi-annual Council Meetings hosted by the European Green Party. This means the content can be dynamic. Correct use of the green shape
  • Ensure the bottom side angle is always 7 degrees “and ascending”. Also respect the x-rectangle recommandations as shown in the example.
  • X Correct use of the formatting - Always use Jaldi Bold - Use Title Case: ex. Council - Enshorten month: Dec - Always white - Use the correct endorsement
Web Guidelines
  • Do not exceed 75 characters per line Text colours
  • text colour European Green Party neutral black
  • link colour European Green Party light green
  • visited link colour European Green Party dark green
  • All typefaces for newsletters will be replaced with Verdana due the limitations of e-mail.
  • The height of a header bar is equal to the normal heigt of the logo.
Newsletter Guidelines
  • All typefaces for newsletters will be replaced with Verdana due the limitations of e-mail.
Regional Networks
  • The European Green Party offers the possibility to form regional networks such as Balkan Network, and thematic networks such as the Gender Network and the Network of Green European Seniors.
  • More information on the specific networks can be found on European Green Party networks.
  • Working Groups are also formed of persons nominated by the parties to address specific policy issues and to present policy papers for approval by the Council.
Thematic Networks
  • The European Green Party offers the possibility to form regional networks such as Balkan Network, and thematic networks such as the Gender Network and the Network of Green European Seniors.
  • More information on the specific networks can be found on European Green Party networks. Working Groups are also formed of persons nominated by the parties to address specific policy issues and to present policy papers for approval by the Council.
  • The European Green Party offers the possibility to form regional networks such as Balkan Network, and thematic networks such as the Gender Network and the Network of Green European Seniors. More information on the specific networks can be found on European Green Party networks. Working Groups are also formed of persons nominated by the parties to address specific policy issues and to present policy papers for approval by the Council.
  • The European Green Party offers the possibility to form regional networks such as “Balkan Network, and thematic networks such as the Gender Network and the Network of Green European Seniors”. More information on the specific networks can be found on European Green Party networks. Working Groups are also formed of persons nominated by the parties to address specific policy issues and to present policy papers for approval by the Council.
Working Groups
  • Working Groups are also formed of persons nominated by the parties to address specific policy issues and to present policy papers for approval by the Council.
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