One

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Brand Guidelines

2019

Brand Summary

Mission

ONE is a global movement campaigning to end extreme poverty and preventable disease by 2030 so that everyone, everywhere can lead a life of dignity and opportunity [^1].

Core Values

Fierce but fair
Accessible and authentic
Bold and smart
Inclusive
Energetic
Human
Factivist
Actionable
Simple

Target Audience

Global audiences including world leaders, youth ambassadors, campaigners, advocates, and communities affected by poverty and preventable disease [^2].

Personality Traits

Bold
Energetic
Human
Factivist
Actionable
Inclusive
Simple

Visual Identity Overview

The brand’s visual identity is built around bold, clear, and consistent use of black and white as core colors, complemented by select vibrant colors for specific campaigns. The logo is simple and direct, always used in black or white, with strict guidelines for size, placement, and usage. Typography is humanist and easy to read, primarily using the Colfax type family. Imagery and photography are honest, dignified, and active, focusing on real stories and avoiding stereotypes. Illustration and iconography are used to amplify messages and support content, with a preference for simplicity and clarity [^3].

Categories

Brand Voice

When we write—for a long-time member, donor, policy maker or even a potential new employee through a job posting—we are engaging in a critical brand exercise: Putting into words our brand promise and inspiring audiences through clear and understandable language.
We can not always assume that audiences understand the context around an issue. It is imperative that we understand what audiences read, think, listen and watch so that we are making the best educated assumption of how to impart our story and message.
Knowing your audience informs how to tell the story and explain the challenge. Whenever possible, allow for a human-centered narrative to take center stage. Present the challenge by embedding data and analysis into the story so that audiences have a clear and informed picture.
The framework below is a simplified approach to the way we structure our written work. The goal in referencing this framework is to ensure our audiences are equally informed and engaged, providing them with a narrative that can help empower them to create positive change.
Not everything will be able to take on all four of these components all of the time. For example, a social post may briefly explain an opportunity in the social copy, visually show the proposed action, and then the piece may link to a blog post that helps to tell the larger story and challenge. This exercise is about knowing who your audience is so that you can appropriately think through which of these aspects need to be front and center.
When a story and challenge is understood, it is important to leave audiences feeling that there is a clear opportunity for change. Clearly explain what the opportunity is and what steps are needed to make it happen.
With every communication, we should have a clear call to action. This action can take the shape of learning more, sharing information, or signing a petition. It is important to remember that the action can be small, but it provides a way for audiences to help us push our product and impact our mission.
Everyone within the organization has a critical role to play in delivering ONE’s mission. In addition, teams across the globe have different goals, audiences, and deliverables.
Therefore, it is understood and expected that the way in which something is written will take on different formats. For example, the way ONE communicates through a policy paper, internal document or social post will be very different. Tonally, however, it is important that our work sounds as though it is coming from the same organization. The characteristics listed here are intended to be lenses through which to filter the work you are doing and not intended to tell you exactly what to write.
Bold: We do and say the unexpected and present the most powerful version of the truth.
Energetic: More than anything, we are a positive and powerful voice. We focus on possibility, not peril.
Human: We talk like a person, not a company. We tell the stories of people’s lives behind the facts and figures.
Factivist: We make sure that everything we say is based on data and facts.
Actionable: We know our members can change things for the better, and we give them the tools they need to do so.
Inclusive: We are a global movement and we make sure that all our diverse voices are heard.
Simple: We do not use jargon and we say more by saying less.

Brand Imagery

Photography is a critical tool in amplifying voices and the stories behind them. Whether it’s a young Tanzanian girl fighting for an education, or an American mother protesting against aid budget cuts, our photography should tell a powerful story all on its own.
OUR GOAL FOR IMAGERY IS TWO-FOLD: 01 We want to document reality in a bold, honest, and dignified manner that portrays opportunity and strength. 02 We want our audiences to relate to and identify with the subjects of our photos.
To achieve these goals, our photography should incorporate these characteristics: SIMPLE, often utilizing singular subjects or focal points. ACTIVE, showing progression of movement. EMOTIONAL, conveying an evocative and clear emotion.
Please do not: depict subjects as hopeless or desperate “victims” utilize stock imagery that appears obviously staged. advance perceptions of pity, fear or hopelessnes. perpetuate the notion that people can only be “saved” by outside help or charity. insult the dignity of a subject.

Color Palette

The colors of black and white have historically been at the heart of our brand since the beginning.
Using black and white allows us to be bold and message- driven. We have built equity and notoriety in the sea of black tee shirts and white ONE logos that are present at key moments and capitols across the world. Because we are non-partisan, black and white also allows us to avoid any kind of association with political party colors and allows our message to come through loud and clear.
BLACK AND WHITE ARE OUR CORE COLORS. THEY HELP US TO PRESENT AND VISUALIZE OUR WORK BOLDLY AND CLEARLY. ADDITIONALLY, THEY CAN OFTEN SERVE AS A MEANS FOR AUDIENCES TO SELF-BRAND THEMSELVES AND IDENTIFY WITH OUR MESSAGING.
These colors help us to carve out a unique visual identity that compliments our work.
Our colors are rich in meaning and purpose; unique to our mission, the markets we work in and complimentary to many of the vibrant colors that are photographed and captured from the African continent. As we use the brand guidelines, it is important to keep in mind that unless a campaign is under the Poverty is Sexist lens, all work from ONE should use these colors along with black and white.
The only secondary color exception is the use of (RED)’s red when our work is specifically in line with AIDS advocacy. Red should be used as a secondary color to black and white.
PANTONE 193 C O R191 M 100 G 18 Y 66 B 56 K 13 # bf1238
ACTION AZUL PANTONE 295 C 95 R 8 M 89 G 18 Y 36 B 72 K 41 # 081248
E Q U A L I -T E A L PANTONE 3295 C 88 R16 M 31 G 130 Y 57 B 123 K 15 # 10827b
BRING IT NE-ON KO PANTONE 3245 C 54 RO MO G 255 Y 28 B 217 # 00ffd9
Our Poverty is Sexist Campaign will continue to utilize these three colors along with black and white to advocate for gender equality.
PANTONE 2022 C 0 R255 M47 G160 Y 51 B122 FREE PEACH K O # ffa07a

Typography

As the tangible tool that imparts our messaging, it is crucial that ONE’s typefaces are easy to read, humanist and can withstand the test of time.
/ PRIMARY TYPEFACE / ONE has used Colfax for many years. The Colfax type family closely aligns with the brand personality of ONE and offers several different weights to help express a specific tone.
COLFAX ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz WEIGHTS LIGHT | LIGHT ITALIC | REGULAR | REGULAR ITALIC BOLD| BOLD ITALIC | BLACK | BLACK ITALIC
/ SECONDARY TYPEFACE / With the addition of a condensed font, we will now be able to take longer blocks of language and make them more visually digestible.
/ DEFAULT TYPEFACE / When access to Colfax or Italian Plate is not available, such as when writing an email or sharing a working Word document outside of the organization, we use Arial as our default font.
ITALIAN PLATE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz WEIGHTS LIGHT | LIGHT ITALIC | MEDIUM | MEDIUM ITALIC BOLD | BOLD ITALIC | EXTRA BOLD | EXTRA BOLD ITALIC
ARIAL ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz WEIGHTS REGULAR | ITALIC | BOLD | BOLD ITALIC
/ TYPOGRAPHY IN USE / COLFAX AS A BOLD STATEMENT.
COLFAX AS A SMALL EXTENDED EXPLAINER.
Colfax as a body type.
INTRODUCE A CONDENSED TYPEFACE THAT IS KINDER TO LONGER STATEMENTS AND COMPLIMENTS THE EXISTING COLFAX TYPEFACE.
Use a highlighter to make things stand out.
ANOTHER STYLE OF HIGHLIGHTING UNDERLINE WORDS TO MAKE POINTS STAND OUT.

Logo Usage

The ONE logo, created by renowned designer Neville Brody, is simple, direct, and versatile. The consistent use of this mark is key to achieving audience impact and success in our marketing and membership goals. The primary logo should only appear in black or white. It must be used with 100% full color not allowing for any transparency or opacity.
The logo may be placed on brand colors and imagery, however, please use best judgement when choosing black or white for best readability.
Please make sure our logo is used at the appropriate size. When printing the ONE logo, please do not print any smaller than .25” , 5mm or 20x20 pixels.
Smallest size – 5mm for print or 30px for web (72 dpi).
Do not stretch.
We do not write anything additional within the logo.
Do not use white in the center of the mark. It is intended to be transparent.
We no longer lock the logo with a URL.
Do not crop or allow for the mark to bleed off of a page. It should always be used and seen as a full circle.
Allow for at least a 25 px clearance around the mark. Do not allow it to intersect with other elements.
Do not place an outline around the mark.
We do not use the ONE letters from the mark without the circle.
We do not pair the logo with statements.
We will no longer use the splatter ONE mark.
Do not transform the circle into a globe or any other illustrative element other than the given mark.
We do not use the ONE logo to replace any part of a statement such as an “O” or a period.

Tone And Messaging

When we write—for a long-time member, donor, policy maker or even a potential new employee through a job posting—we are engaging in a critical brand exercise: Putting into words our brand promise and inspiring audiences through clear and understandable language.
We can not always assume that audiences understand the context around an issue. It is imperative that we understand what audiences read, think, listen and watch so that we are making the best educated assumption of how to impart our story and message.
Knowing your audience informs how to tell the story and explain the challenge. Whenever possible, allow for a human-centered narrative to take center stage. Present the challenge by embedding data and analysis into the story so that audiences have a clear and informed picture.
The framework below is a simplified approach to the way we structure our written work. The goal in referencing this framework is to ensure our audiences are equally informed and engaged, providing them with a narrative that can help empower them to create positive change.
Not everything will be able to take on all four of these components all of the time. For example, a social post may briefly explain an opportunity in the social copy, visually show the proposed action, and then the piece may link to a blog post that helps to tell the larger story and challenge. This exercise is about knowing who your audience is so that you can appropriately think through which of these aspects need to be front and center.
When a story and challenge is understood, it is important to leave audiences feeling that there is a clear opportunity for change. Clearly explain what the opportunity is and what steps are needed to make it happen.
With every communication, we should have a clear call to action. This action can take the shape of learning more, sharing information, or signing a petition. It is important to remember that the action can be small, but it provides a way for audiences to help us push our product and impact our mission.
Everyone within the organization has a critical role to play in delivering ONE’s mission. In addition, teams across the globe have different goals, audiences, and deliverables.
Therefore, it is understood and expected that the way in which something is written will take on different formats. For example, the way ONE communicates through a policy paper, internal document or social post will be very different. Tonally, however, it is important that our work sounds as though it is coming from the same organization. The characteristics listed here are intended to be lenses through which to filter the work you are doing and not intended to tell you exactly what to write.
Bold: We do and say the unexpected and present the most powerful version of the truth.
Energetic: More than anything, we are a positive and powerful voice. We focus on possibility, not peril.
Human: We talk like a person, not a company. We tell the stories of people’s lives behind the facts and figures.
Factivist: We make sure that everything we say is based on data and facts.
Actionable: We know our members can change things for the better, and we give them the tools they need to do so.
Inclusive: We are a global movement and we make sure that all our diverse voices are heard.
Simple: We do not use jargon and we say more by saying less.

Brand Values

The values are the principles and ideals that bind us together and provide a foundation for us to get the job done.
We have put these together in 2018 with great input and insight from around the organization and hope that they will provide a guide for all of us in the years to come.
WEARE FIERCE BUT FAIR
We push world leaders hard to deliver real progress towards ending extreme poverty, and support and champion those who act.

Visual Style

The primary logo should only appear in black or white. It must be used with 100% full color not allowing for any transparency or opacity.
When printing the ONE logo, please do not print any smaller than .25” , 5mm or 20x20 pixels.
Smallest size – 5mm for print or 30px for web (72 dpi).
Do not stretch.
We do not write anything additional within the logo.
Do not use white in the center of the mark. It is intended to be transparent.
Do not crop or allow for the mark to bleed off of a page. It should always be used and seen as a full circle.
Allow for at least a 25 px clearance around the mark. Do not allow it to intersect with other elements.
Do not place an outline around the mark.
We do not use the ONE letters from the mark without the circle.
We do not pair the logo with statements.
We will no longer use the splatter ONE mark.
Do not transform the circle into a globe or any other illustrative element other than the given mark.
We do not use the ONE logo to replace any part of a statement such as an “O” or a period.
BLACK AND WHITE ARE OUR CORE COLORS. THEY HELP US TO PRESENT AND VISUALIZE OUR WORK BOLDLY AND CLEARLY. ADDITIONALLY, THEY CAN OFTEN SERVE AS A MEANS FOR AUDIENCES TO SELF-BRAND THEMSELVES AND IDENTIFY WITH OUR MESSAGING.
The only secondary color exception is the use of (RED)’s red when our work is specifically in line with AIDS advocacy. Red should be used as a secondary color to black and white.
PANTONE 193 C O R191 M 100 G 18 Y 66 B 56 K 13 # bf1238
ACTION AZUL C 95 R 8 M 89 G 18 Y 36 B 72 K 41 # 081248
E Q U A L I -T E A L C 88 R16 M 31 G 130 Y 57 B 123 K 15 # 10827b
BRING IT NE-ON KO C 54 RO MO G 255 Y 28 B 217 # 00ffd9
Our Poverty is Sexist Campaign will continue to utilize these three colors along with black and white to advocate for gender equality.
PANTONE 2022 C 0 R255 M47 G160 Y 51 B122 FREE PEACH K O # ffa07a
As the tangible tool that imparts our messaging, it is crucial that ONE’s typefaces are easy to read, humanist and can withstand the test of time.
ONE has used Colfax for many years. The Colfax type family closely aligns with the brand personality of ONE and offers several different weights to help express a specific tone.
COLFAX ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz WEIGHTS LIGHT | LIGHT ITALIC | REGULAR | REGULAR ITALIC BOLD| BOLD ITALIC | BLACK | BLACK ITALIC
With the addition of a condensed font, we will now be able to take longer blocks of language and make them more visually digestible.
When access to Colfax or Italian Plate is not available, such as when writing an email or sharing a working Word document outside of the organization, we use Arial as our default font.
ITALIAN PLATE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz WEIGHTS LIGHT | LIGHT ITALIC | MEDIUM | MEDIUM ITALIC BOLD | BOLD ITALIC | EXTRA BOLD | EXTRA BOLD ITALIC
ARIAL ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz WEIGHTS REGULAR | ITALIC | BOLD | BOLD ITALIC
COLFAX AS A BOLD STATEMENT. COLFAX AS A SMALL EXTENDED EXPLAINER. Colfax as a body type. INTRODUCE A CONDENSED TYPEFACE THAT IS KINDER TO LONGER STATEMENTS AND COMPLIMENTS THE EXISTING COLFAX TYPEFACE.
Use a highlighter to make things stand out.
ANOTHER STYLE OF HIGHLIGHTING UNDERLINE WORDS TO MAKE POINTS STAND OUT.
Photography should incorporate these characteristics: SIMPLE, often utilizing singular subjects or focal points. ACTIVE, showing progression of movement. EMOTIONAL, conveying an evocative and clear emotion.
Please do not: depict subjects as hopeless or desperate “victims” utilize stock imagery that appears obviously staged. advance perceptions of pity, fear or hopelessnes. perpetuate the notion that people can only be “saved” by outside help or charity. insult the dignity of a subject.

Iconography

Each icon within our library system has the ability to represent several different meanings.
While they can often be useful, our icons are meant to be used sparingly as a secondary supporting element to the content