International Pediatric Association

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Sector

Region

Guideline Year

Language

Tags

Official Websites

Brand Guidelines

2016

Brand Summary

Mission

To create a world where all children, regardless of age, location or family situation, can live healthy lives. IPA connects pediatricians globally to lead improvements in child and adolescent health and rights, using evidence-based policy and research to advocate for child health and provide expert guidance and support for child health interventions [^1].

Core Values

Excellence of knowledge and expertise in child health
Evidence based action
Prevention as well as treatment
Education
Service
Partnership
Advocacy
Collegiality

Target Audience

Member societies and pediatricians worldwide, policy makers, parents, partners, politicians, and organizations involved in child health [^2].

Personality Traits

Positive
Supportive
Involved
Global leader
Respected voice
Affirmative
Confident
Collaborative
Friendly
Champion of every child

Visual Identity Overview

The visual identity is vibrant, modern, and professional, emphasizing clarity, inclusivity, and global reach. It features a consistent use of brand colors (turquoise, green, orange, black, and additional accent colors), the Avenir font (with Verdana as a substitute), and imagery focused on children with bold or white backgrounds. The logo communicates global scope, togetherness, and inclusivity with a symbolic embrace, and is used in various forms to maintain visibility and recognizability across media [^3].

Categories

Brand Voice

IPA’s Tone of Voice is the way that IPA speaks. It reflects the Brand Personality and ensures that the language that IPA uses is consistent across all channels, regardless of who is writing. The topic of IPA’s communications will often be complex and specialised but each topic will be expressed clearly and simply. IPA is always straightforward enough for a parent to understand and has a confident and active tone.
We use singular verbs about ourself to reflect the unity we brings to member organizations. However IPA uses “we” and “our” pronouns rather than “it” to make the organization sound approachable and collaborative.
The IPA name should be spelled out fully the first time it is used in each text and thereafter initialized, e.g. “We are the International Pediatric Association (IPA). IPA believes child health is vital for a healthy world”.
We are “the International Pediatric Association” not “The International Pediatric Association”. We are “IPA” not “the IPA”.
The primary language of IPA is American English. For all spelling, grammar and style issues refer to The New York Times Manual of Style and Usage.

Brand Imagery

Images used by IPA have these characteristics in common: + a child or children in focus + boldly colorful OR purely white background + a positive, personal mood + portraits with a simple background The images do not contain gradients, pastel backgrounds, patterns in the backgrounds or large crowds of people in the background. This treatment is specifically for branding purposes on social media, print & IPA’s website.
IPA uses images of children on white and colorful backgrounds as part of our visual identity. The image should… + have a child or children in focus + the background is not too cluttered with objects and other people + the photo is natural and not too staged + the children are of various ethnicities, genders, ages and social backgrounds + the child is fully dressed, top and bottom
Recommended photo stocks include Dreamstime, lstock, Getty Images, Wikimedia Commons. Commissioned photos may also be used.
Search with keywords, such as: + “children” + “siblings” + “African” + “Asian” + “toddler” + “positive” + “natural” + “portrait” + “teenager”
After finding the right images, follow the website’s guide on how to download them. It’s always better to download a bigger size than a smaller size. Bigger images can be used without losing their quality or sharpness.
In this image the beige background is not correct, because beige is NOT a bold colour and it is also NOT white.
This image is correct, with its bold purple background and a child in focus.

Color Palette

These colors make up the IPA logo.
Use CMYK values for print design and RGB and the #-coded color values for digital purposes.
IPA Turquoise CMYK: 100/0/28/0 RGB: 0/171/192 #00abbf
IPA Green CMYK: 55/5/100/0 RGB: 130/186/65 #81ba41
IPA Orange CMYK: 0/70/100/0 RGB: 243/112/33 #f36f21
100% Black
70% Black
These colors are used in the visual assets on social media and the website. You can use them to expand the color choices for IPA’s visual identity.
IPA Lime Green CMYK: 47/9/100/0 RGB: 149/184/26 #95b81a
IPA Purple CMYK: 41/100/32/11 RGB: 149/0/98 #950062
IPA Orange CMYK: 7/62/100/1 RGB: 230/123/20 #e67b14
IPA Dark Green CMYK: 90/35/100/30 RGB: 6/99/41 #066329
IPA Blue CMYK: 68/28/0/0 RGB: 0/162/255 #00a2ff
IPA Red CMYK: 18/100/100/11 RGB: 186/0/0 #ba0000
- correct IPA colors
Not using the white rectangle on a dark background may result in the logo not being visible, readable and recognizable.
This is especially obvious if one of the colours of the background is also a brand colour, like the IPA turquoise here.
wrong colors

Typography

The IPA font is Avenir. Together with the brand colors, image style and logos a consistent use of Avenir will ensure the visual identity stays strong and recognizable.
When Avenir is not available, Verdana is the preferred substitute.
- correct typography
11 special effects II like drop shadow, outer glow, changes to the original typography 3D, inner glow…

Logo Usage

The logo in its most complete form is an embrace symbol, logotype and a tag line. An example of the logo in a small size and on a dark background are shown overleaf.
If there isn’t space in your communication for the full logo, then the embrace symbol can be used on its own or with the IPA initials. For example on IPA’s social media pages.
The logos on this page and overleaf can be used on documents with limited space, where legibility would be compromised if the full logo was used. They can also be used on documents where a clean or pared down aesthetic is required. Each logo version is shown in 3 different sizes to demonstrate an example of legibility when scaled smaller.
The black logos can be used on office documents which will be printed in greyscale, for example invoices. The white logo can be used on photos which have a darker background and on visuals that are in one bold, bright colour.
All versions of the logo are prepared in black & the full version of the logo is also prepared in white.
A ‘protective zone’ is the area where no text and no image (except of a sufficiently contrasting background image) can go, in order not to interfere with the logo itself.
Use these protective zones to avoid diminishing the visibility of the brand. These zones can be increased but not decreased, as this impacts the visual identity.
In smaller spaces use the simplified logo; where there is more space (like on the website), use the full logo version.
The simple, vertical logo can also be used with a white rectangle underneath, with a protective zone.
The white logo can be used on solid backgrounds where the full colour logo would disappear.
The darker the background, the more visible the white logo becomes.
These colors make up the IPA logo. Use CMYK values for print design and RGB and the #-coded color values for digital purposes.
To ensure the logo versions stay consistent, recognizable, strong and visible, please be mindful of the protective zone and the colors and fonts assigned to them.
- correct protective zone
- correct IPA colors
- correct typography
- correct angle
- correct proportions
- white rectangle under the logo when used on a dark background
Not using the white rectangle on a dark background may result in the logo not being visible, readable and recognizable.
This is especially obvious if one of the colours of the background is also a brand colour, like the IPA turquoise here.
wrong proportions of the logo
wrong angle
outlines on the logo
wrong colors
gradients on the logo
special effects like drop shadow, outer glow, changes to the original typography 3D, inner glow…

Tone And Messaging

IPA’s Tone of Voice is the way that IPA speaks. It reflects the Brand Personality and ensures that the language that IPA uses is consistent across all channels, regardless of who is writing. The topic of IPA’s communications will often be complex and specialised but each topic will be expressed clearly and simply. IPA is always straightforward enough for a parent to understand and has a confident and active tone.
We use singular verbs about ourself to reflect the unity we brings to member organizations. However IPA uses “we” and “our” pronouns rather than “it” to make the organization sound approachable and collaborative.
The IPA name should be spelled out fully the first time it is used in each text and thereafter initialized, e.g. “We are the International Pediatric Association (IPA). IPA believes child health is vital for a healthy world”.
We are “the International Pediatric Association” not “The International Pediatric Association”. We are “IPA” not “the IPA”.
The primary language of IPA is American English. For all spelling, grammar and style issues refer to The New York Times Manual of Style and Usage.

Brand Values

IPA’s Values are the standards which underpin the organization’s work. They flow through all of IPA’s actions, including communications.
Excellence of knowledge and expertise in child health: Pediatricians will be leaders in defining and creating a sound body of scientific and practical knowledge concerning child health.
Evidence based action: Pediatricians will incorporate best practices validated by evidenced based studies into all their professional activities.
Prevention as well as treatment: Pediatricians will emphasize prevention of disease and ill health, as well as care for illness which has not been prevented.
Education: Pediatricians will design and implement education and training programs for pediatricians and other child health personnel, basing these programs on the needs of their populations and the best evidence based information.
Service: Pediatricians will deliver the best possible preventative and curative services for children, and will strive for the necessary facilities to provide these services.
Partnership: Pediatricians will seek out and work with other partners in maternal and child health, including their government ministries of health, United Nations agencies at country and global levels, and donors.
Advocacy: Pediatricians will promote health for all children from birth through adolescence, and will advocate for the right of every newborn, child, and adolescent to health and well being.
Collegiality: Pediatricians will be global citizens, collaborating locally and internationally with their colleagues in pediatrics and child health.

Visual Style

They should be used consistently throughout all printed and digital materials produced by IPA.
Keeping the look of IPA consistent helps to achieve a strong and focussed message.
If there isn’t space in your communication for the full logo, then the embrace symbol can be used on its own or with the IPA initials. For example on IPA’s social media pages.
The logos on this page and overleaf can be used on documents with limited space, where legibility would be compromised if the full logo was used. They can also be used on documents where a clean or pared down aesthetic is required. Each logo version is shown in 3 different sizes to demonstrate an example of legibility when scaled smaller.
The black logos can be used on office documents which will be printed in greyscale, for example invoices. The white logo can be used on photos which have a darker background and on visuals that are in one bold, bright colour.
All versions of the logo are prepared in black & the full version of the logo is also prepared in white.
A ‘protective zone’ is the area where no text and no image (except of a sufficiently contrasting background image) can go, in order not to interfere with the logo itself.
Use these protective zones to avoid diminishing the visibility of the brand. These zones can be increased but not decreased, as this impacts the visual identity.
Use CMYK values for print design and RGB and the #-coded color values for digital purposes.
IPA Turquoise CMYK: 100/0/28/0 RGB: 0/171/192 #00abbf
IPA Green CMYK: 55/5/100/0 RGB: 130/186/65 #81ba41
IPA Orange CMYK: 0/70/100/0 RGB: 243/112/33 #f36f21
100% Black
70% Black
These colors are used in the visual assets on social media and the website. You can use them to expand the color choices for IPA’s visual identity.
IPA Lime Green CMYK: 47/9/100/0 RGB: 149/184/26 #95b81a
IPA Purple CMYK: 41/100/32/11 RGB: 149/0/98 #950062
IPA Orange CMYK: 7/62/100/1 RGB: 230/123/20 #e67b14
IPA Dark Green CMYK: 90/35/100/30 RGB: 6/99/41 #066329
IPA Blue CMYK: 68/28/0/0 RGB: 0/162/255 #00a2ff
IPA Red CMYK: 18/100/100/11 RGB: 186/0/0 #ba0000
The IPA font is Avenir. Together with the brand colors, image style and logos a consistent use of Avenir will ensure the visual identity stays strong and recognizable.
When Avenir is not available, Verdana is the preferred substitute.
To ensure the logo versions stay consistent, recognizable, strong and visible, please be mindful of the protective zone and the colors and fonts assigned to them.
- correct protective zone
- correct IPA colors
- correct typography
- correct angle
- correct proportions
- white rectangle under the logo when used on a dark background
Not using the white rectangle on a dark background may result in the logo not being visible, readable and recognizable.
This is especially obvious if one of the colours of the background is also a brand colour, like the IPA turquoise here.
wrong proportions of the logo
wrong angle
outlines on the logo
wrong colors
gradients on the logo
special effects II like drop shadow, outer glow, changes to the original typography 3D, inner glow…
Images used by IPA have these characteristics in common: + a child or children in focus + boldly colorful OR purely white background + a positive, personal mood + portraits with a simple background
The images do not contain gradients, pastel backgrounds, patterns in the backgrounds or large crowds of people in the background.
IPA uses images of children on white and colorful backgrounds as part of our visual identity. The image should… + have a child or children in focus + the background is not too cluttered with objects and other people + the photo is natural and not too staged + the children are of various ethnicities, genders, ages and social backgrounds + the child is fully dressed, top and bottom

Layout And Composition

A ‘protective zone’ is the area where no text and no image (except of a sufficiently contrasting background image) can go, in order not to interfere with the logo itself.
Use these protective zones to avoid diminishing the visibility of the brand. These zones can be increased but not decreased, as this impacts the visual identity.
To ensure the logo versions stay consistent, recognizable, strong and visible, please be mindful of the protective zone and the colors and fonts assigned to them.
- correct protective zone
- correct IPA colors
- correct typography
- correct angle
- correct proportions
- white rectangle under the logo when used on a dark background
Not using the white rectangle on a dark background may result in the logo not being visible, readable and recognizable.
This is especially obvious if one of the colours of the background is also a brand colour, like the IPA turquoise here.
wrong proportions of the logo
wrong angle
outlines on the logo
wrong colors
gradients on the logo
special effects like drop shadow, outer glow, changes to the original typography 3D, inner glow…
The images do not contain gradients, pastel backgrounds, patterns in the backgrounds or large crowds of people in the background.
In this image the beige background is not correct, because beige is NOT a bold colour and it is also NOT white.

Additional Properties

Property	Value
Wikidata Link	Open Wikidata

Property	Value
Official Name	International Pediatric Association
Short Name	IPA