Irish Red Cross

📋 1 Guidelines

🔗 Connections

Sector

Emergency services Ngo

Region

Ireland

Guideline Year

2015

Language

English

Tags

Social

Official Websites

Brand Guidelines

2015

Brand Summary

Mission
  • To prevent and alleviate human suffering wherever it may be found, promoting mutual understanding, friendship, co-operation, and lasting peace amongst all peoples, guided by the fundamental principles of the International Red Cross and Red Crescent Movement [^1].
Core Values
  • Humanity
  • Impartiality
  • Neutrality
  • Independence
  • Voluntary Service
  • Unity
  • Universality
Target Audience
  • Individuals and communities in need of humanitarian assistance, including those affected by wars, natural disasters, and emergencies both in Ireland and internationally [^2].
Personality Traits
  • Clear
  • Authoritative
  • Consistent
  • Professional
  • Approachable
Visual Identity Overview
  • The visual identity is minimalist and impactful, centered on the red cross emblem, with a strict color palette of red (Pantone 485), black, white, and warm greys. Helvetica Neue is the primary typeface, and layouts use grid-based composition for clarity and consistency. The brand mark is used in English, Irish, and bilingual versions, always surrounded by clear space and never altered. Visual style emphasizes simplicity, legibility, and adherence to legal guidelines [^3].

Categories

Brand Voice
  • Young people today have a language and style all of their own. We need to communicate with them in a way that recognises their difference, without being patronising or inappropriate and while remaining recognisable as the Irish Red Cross.
  • A tone of voice and typographical style has been established for the Irish Red Cross Youth to communicate values of the organisation.
  • Remember the Red Cross’ fundamental principles of impar tiality and neutrality when making editorial and creative decisions.
Brand Imagery
  • The cross is a unique protective symbol, use of which is governed by national and international law. You may only use the cross in the form of our mark, do not use the red cross mark on its own.
  • When the Red Cross is reproduced at a greater or smaller size please respect the proportions shown.
  • The words ‘Brand Mark’ are used to describe the combination of the cross and the words ‘Irish Red Cross’, as shown here. This is an application of what is called the indicative use of the emblem.
  • There are three versions of the Irish Red Cross Mark. The English version should be used on English Documents and publications. The Irish language mark is to be used on Irish documents and publications.
  • The bilingual version should be used on stationery and signage to comply with the Official Languages Act 2003.
  • The field mark has restricted use for work wear and livery and should only be used in consultation with the Head of National Services.
  • The mark should be printed in two colours. When the Brand Mark’ is reproduced using a single colour, in order to keep the integrity of the cross, it should be reproduced using the Red Cross Pantone 485 whenever possible. The single colour treatment is to be used only in rare circumstances and with special permission only.
Color Palette
  • Colour plays an important role in the visual identity. The use of a simple colour palette of red, black, white and grey ensures that publications make a distinctive impact.
  • Irish Red Cross primary colours are red (Pantone 485) and black. If you are printing in two colours, these are the only two to be used.
  • Our secondary colour palette has been developed to add greater flexibility and warmth. The secondary palette comprises four warm greys, to be applied to text or used as blocks of colour.
  • The Red Cross colour palette can be broken down into tints for text boxes and for background colour for cut out photographs. When typesetting on tinted boxes, please make sure that all copy is legible.
  • The mark should be printed in two colours. When the Brand Mark’ is reproduced using a single colour, in order to keep the integrity of the cross, it should be reproduced using the Red Cross Pantone 485 whenever possible. The single colour treatment is to be used only in rare circumstances and with special permission only.
  • When designing for screen the colour values differ from print, RGB or Hex values should be used as outlined below.
  • Whether you are drawing a map in Illustrator or creating charts in PowerPoint -you must use the Irish Red Cross colour palette. This creates a unified look throughout all documentation and on line use and makes information clear and legible.
Typography
  • The primary typeface for the irish Red Cross Brand is Helvetica neue lT and comes as a full family with a range of weights and styles.
  • Use Helvetica neue for body, headlines, subtitles, introduction copy, pull quotes, captions, legal copy and page numbers. in all instances, type must be legible.
  • Helvetica neue 77 Bold Condensed.
  • Helvetica neue 45 light.
  • staff at the irish Red Cross must use Arial for all their internal communications including email, letters, reports and PowerPoint presentations. Arial is also used for all digital applications such as the irish Red Cross website.
  • Primary Typeface HHelvetica Neue 45 Light Helvetica Neue 46 Light Italic Helvetica Neue 55 Roman Helvetica Neue 56 Roman Helvetica Neue 65 Medium Helvetica Neue 65 Medium Italic Helvetica Neue 67 Medium Condensed Helvetica Neue 75 Bold Helvetica Neue 76 Bold Italic Helvetica Neue 77 Bold Condensed
  • Internal Typeface Arial Regular Arial Italic Arial Bold Arial Bold Italic
  • Do not alter the type in any way
  • Do not alter the typeface in any way
  • When using the mark, you must use the professionally created artwork provided. The mark must stand alone. No straplines, descriptors or other information are allowed near the mark.
  • The mark must always appear on a plain white background.
  • The primary screen typeface for the irish Red Cross Brand is Helvetica neue eText Pro with a full range of weights and styles.
  • Use Helvetica neue eText Pro for body, subtitles, introduction copy, pull quotes, captions, legal copy and page numbers. in all instances, type must be legible.
  • Helvetica neue eText Pro Roman.
  • Ariel may be used for internal communications if Helvetica eText is not available.
  • Primary Typeface Helvetica Neue eText Pro Light Helvetica Neue eText Pro Light Italic Helvetica Neue eText Pro Roman Helvetica Neue eText Pro Medium Helvetica Neue eText Pro Medium Itallic Helvetica Neue eText Pro Bold Helvetica Neue eText Pro Bold Itallic
Logo Usage
  • The cross is a unique protective symbol, use of which is governed by national and international law. You may only use the cross in the form of our mark, do not use the red cross mark on its own.
  • When the Red Cross is reproduced at a greater or smaller size please respect the proportions shown.*
    • Outlined in the International Federation of Red Cross and Red Crescent Society’s Design Guidelines.
  • The words ‘Brand Mark’ are used to describe the combination of the cross and the words ‘Irish Red Cross’, as shown here. This is an application of what is called the indicative use of the emblem.
  • There are three versions of the Irish Red Cross Mark. The English version should be used on English Documents and publications. The Irish language mark is to be used on Irish documents and publications.
  • The bilingual version should be used on stationery and signage to comply with the Official Languages Act 2003.*
  • The field mark has restricted use for work wear and livery and should only be used in consultation with the Head of National Services.
  • The mark should be printed in two colours. When the Brand Mark’ is reproduced using a single colour, in order to keep the integrity of the cross, it should be reproduced using the Red Cross Pantone 485 whenever possible. The single colour treatment is to be used only in rare circumstances and with special permission only.
  • Correct usage of the mark is not just about creating a powerful and consistent brand. It is also about ensuring that use of the cross does not contravene national and international law.
  • The mark has most impact when it is surrounded by white space -the more space you can give it, the more impact it will have. There is a ‘minimum clearance area’ around the mark, within which nothing else may appear, indicated here by the grey cross.
  • The first diagram indicates the clear space for print. The clear space for the web differs and is indicated in the second diagram.
  • Do not breach the white space zone
  • Do not place the Brand Mark over an image
  • Do not reverse the mark out of black
  • Do not place the mark on another colour
  • Do not re-draw or add straplines or descriptors
  • Do not alter the elements of the mark in any way
  • Do not alter the type in any way
  • Do not alter the typeface in any way
  • When using the mark, you must use the professionally created artwork provided. The mark must stand alone. No straplines, descriptors or other information are allowed near the mark.
  • The mark must always appear on a plain white background.
  • Colour plays an important role in the visual identity. The use of a simple colour palette of red, black, white and grey ensures that publications make a distinctive impact.
  • Irish Red Cross primary colours are red (Pantone 485) and black. If you are printing in two colours, these are the only two to be used.
  • Our secondary colour palette has been developed to add greater flexibility and warmth. The secondary palette comprises four warm greys, to be applied to text or used as blocks of colour.
  • The Red Cross colour palette can be broken down into tints for text boxes and for background colour for cut out photographs. When typesetting on tinted boxes, please make sure that all copy is legible.
Tone And Messaging
  • As a member of the International Red Cross and Red Crescent Movement, the Irish Red Cross is committed to, and bound by, its fundamental principles. Humanity The International Red Cross and Red Crescent Movement, born of a desire to bring assistance without discrimination to the wounded on the battlefield, endeavours, in its international and national capacity, to prevent and alleviate human suffering wherever it may be found. It promotes mutual understanding, friendship, co-operation and lasting peace amongst all peoples. Impartiality It makes no discrimination as to nationality, race, religious beliefs, class or political opinions. It endeavours to relieve the suffering of individuals, being guided solely by their needs, and to give priority to the most urgent cases of distress. Neutrality In order to continue to enjoy the confidence of all, the Movement may not take sides in hostilities or engage at any time in controversies of a political, racial, religious or ideological nature. Independence The Movement is independent. The National Societies, whilst auxiliaries in the humanitarian services of their governments and subject to laws of their respective countries, must always maintain their autonomy so that they may be able at all times to act in accordance with the principles of the Movement. Voluntary Service It is a voluntary relief movement not prompted in any manner by desire for gain. Unity There can only be one Red Cross or Red Crescent Society in any one country. It must be open to all. It must carry on its humanitarian work throughout its territory. Universality The International Red Cross and Red Crescent Movement, in which all Societies have equal status and share equal responsibilities and duties in helping each other, is worldwide.
  • Remember the Red Cross’ fundamental principles of impar tiality and neutrality when making editorial and creative decisions.
  • Young people today have a language and style all of their own. We need to communicate with them in a way that recognises their difference, without being patronising or inappropriate and while remaining recognisable as the Irish Red Cross.
  • A tone of voice and typographical style has been established for the Irish Red Cross Youth to communicate values of the organisation.
Brand Values
  • As a member of the International Red Cross and Red Crescent Movement, the Irish Red Cross is committed to, and bound by, its fundamental principles. Humanity The International Red Cross and Red Crescent Movement, born of a desire to bring assistance without discrimination to the wounded on the battlefield, endeavours, in its international and national capacity, to prevent and alleviate human suffering wherever it may be found. It promotes mutual understanding, friendship, co-operation and lasting peace amongst all peoples. Impartiality It makes no discrimination as to nationality, race, religious beliefs, class or political opinions. It endeavours to relieve the suffering of individuals, being guided solely by their needs, and to give priority to the most urgent cases of distress. Neutrality In order to continue to enjoy the confidence of all, the Movement may not take sides in hostilities or engage at any time in controversies of a political, racial, religious or ideological nature. Independence The Movement is independent. The National Societies, whilst auxiliaries in the humanitarian services of their governments and subject to laws of their respective countries, must always maintain their autonomy so that they may be able at all times to act in accordance with the principles of the Movement. Voluntary Service It is a voluntary relief movement not prompted in any manner by desire for gain. Unity There can only be one Red Cross or Red Crescent Society in any one country. It must be open to all. It must carry on its humanitarian work throughout its territory. Universality The International Red Cross and Red Crescent Movement, in which all Societies have equal status and share equal responsibilities and duties in helping each other, is worldwide.
Visual Style
  • The cross is a unique protective symbol, use of which is governed by national and international law. You may only use the cross in the form of our mark, do not use the red cross mark on its own.
  • When the Red Cross is reproduced at a greater or smaller size please respect the proportions shown.*
  • The words ‘Brand Mark’ are used to describe the combination of the cross and the words ‘Irish Red Cross’, as shown here. This is an application of what is called the indicative use of the emblem.
  • The mark is designed to increase the standout and impact of the Irish Red Cross Brand. There are three versions of the Irish Red Cross Mark. The English version should be used on English Documents and publications. The Irish language mark is to be used on Irish documents and publications.
  • The bilingual version should be used on stationery and signage to comply with the Official Languages Act 2003.*
  • The field mark has restricted use for work wear and livery and should only be used in consultation with the Head of National Services.
  • The single colour treatment is to be used only in rare circumstances and with special permission only.
Layout And Composition
  • The mark has most impact when it is surrounded by white space -the more space you can give it, the more impact it will have. There is a ‘minimum clearance area’ around the mark, within which nothing else may appear, indicated here by the grey cross.
  • Do not breach the white space zone
  • Do not place the Brand Mark over an image
  • Do not reverse the mark out of black
  • Do not place the mark on another colour
  • Do not re-draw or add straplines or descriptors
  • Do not alter the elements of the mark in any way
  • Do not alter the type in any way
  • Do not alter the typeface in any way
  • When using the mark, you must use the professionally created artwork provided. The mark must stand alone. No straplines, descriptors or other information are allowed near the mark.
  • The mark must always appear on a plain white background.
  • The ideal position for the irish Red Cross Brand Mark can be achieved by measuring the distance from the edge of the page to the Brand Mark.
  • The minimum distance for print is measured by the height and width of the cross as shown here. This unit of measurement is used on all stationery and should be adhered to at all times.
  • The only exception to this is when the Brand Mark appears in the square Box device or dynamic layouts are required for posters and print.
  • The axis between the cross and the logotype should be used as a graphic device to align type and graphic elements.
  • A grid is the foundation of any solid design.The grid should be used as an aid to design publications, advertisements, exhibitions, etc.
  • This is an example of a 32 field grid on an A4 page. it is broken into four columns each comprising of eight fields. Using the 32 field grid with a baseline grid will help ensure a consistent look and feel.
  • A square box may be used as a holding device for the Brand Mark and copy.
  • The square box device can be used when the Brand Mark needs to sit on an image or on a solid colour. This approach may also be used as a graphic element in layouts, screen presentations, posters, advertisements etc.
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