Official Websites

• https://www.revolut.com
• https://business.revolut.com

Brand Guidelines

2024

Brand Summary

Mission

• To unite the fashion industry and ignite a revolution to radically change the way clothes are sourced, produced, and purchased, ensuring that what the world wears is made in a safe, clean, and fair way [^1].

Core Values

• Transparency
• Accountability
• Sustainability
• Ethics
• Inclusivity
• Creativity
• Collaboration
• Respect for people and planet [^2]

Target Audience

• The public, brands, wholesalers, retailers, distributors, producers, farmers, makers, students, educators, policymakers, politicians, NGOs, trade unions, civil society, and multi-stakeholder collaborations [^3].

Personality Traits

• Bold
• Provocative
• Inquisitive
• Positive
• Accessible
• Inclusive [^4]

Visual Identity Overview

• The visual identity is modern, bold, and inclusive, featuring a strong logo with a black panel border, a vibrant color palette (acid green, pink, light blue, dark blue, red, orange, neutral, black), gradients, stitch patterns, and photography and illustration that emphasize diversity, equality, and activism [^5].

Categories

Brand Voice

• Our tone of voice is the way in which we write and speak, what we say and how we say it. Like a person, what we say is dictated by our principles, experiences and aspirations, how we say it is informed by our personality.
• It is super important that everyone who represents Fashion Revolution, including Country Coordinators and their teams, are speaking with the same tone of voice. The more consistent and cohesive our message is, the stronger we are and more likely our messages are to be heard and understood.
• Try to make your messages action-oriented or solution focused. Rather than making people feel guilty, help them recognise that they have the power to do something to make a positive change.
• Always: Bold Provocative Inquisitive Positive Accessible Inclusive

• Never: Shaming Dull Full of jargon Overly Technical Victimising

• Positive
• Accessible
• Inquisitive
• Inclusive
• Bold
• Provocative

Brand Imagery

• You can create your own photoshoot to capture the bold, inclusive and inquisitive mood of Fashion Revolution.
• Aim to commision photography that not only intrigues and inspires the viewer but that encourages them to use and create images that show diversity, equality and inclusion in their representation of people, planet and fashion.
• You can create or commission illustration to capture the bold, inquisitive and positive mood of Fashion Revolution.
• Aim to commision illustration that inspires and delights the viewer but that also shows a unique perspective on the chosen subject. Seek out those who have personal experience with the subject matter so as to enrich the final product.

Color Palette

• This is the Fashion Revolution 2019 colour palette. RGB should be used for all digital assets, CMYK for print and PANTONE for special spot treatments in printing.
• ACID GREEN R210 / G219 / B61 C18 / M4 / Y93 / B1 PANTONE 382 BLACK R0 / G0 / B0 C0 / M0 / Y0 / B100 PANTONE BLACK PINK R243 / G205 / B213 C100 / M83 / Y17 / B13 PANTONE 699 NEUTRAL R241 / G228 / B221 C4 / M12 / Y10 / B0 PANTONE 7604 LIGHT BLUE R139 / G205 / B227 C57 / M0 / Y13 / B0 PANTONE 310 DARK BLUE R36 / G54 / B205 C100 / M83 / Y17 / B13 PANTONE 293 RED R237 / G42 / B36 C0 / M93 / Y91 / B0 PANTONE WARM RED ORANGE R241 / G154 / B19 C0 / M51 / Y96 / B0 PANTONE 1495

Typography

• Kelson Sans is our primary font and is used for headlines and body copy.
• Zombie Checklist Alpha is used for ‘who made my clothes’ and ‘I made your clothes’ poster. To use this font, outline the letters and readjust to make it look like natural handwriting.
• We use Space Mono as a secondary font, which is available for free from Google Fonts. Sometimes we use Franklin Gothic in Heavy Italic and Value Serif, which are only available with a Typekit subscription and licence.
• HEADLINE / KELSON SANS BOLD
• BODY COPY / KELSON SANS REGULAR
• SECONDARY BODY COPY / SPACE MONO
• ALTERNATIVE BODY COPY / FRANKLIN GOTHIC
• ALTERNATIVE BODY COPY / VALUE SERIF
• The font Zombie Checklist Alpha must not be used for commercial purposes outside of Fashion Revolution, or the font owner may pursue legal action.
• Please do not change the font of the text inside the black border.

Logo Usage

• This is the Fashion Revolution logo. It should be used on all communications. When sending a letter or preparing a document please place the logo at the top of the page on the right hand corner or at the top in the centre.
• The black panel border should always be used with the logo and the text should always stay the same.
• When the logo is used in isolation (e.g. on a letterhead) it needs space so others can see it with ease. Ensure there is at least a margin equal to a quarter of the width of the black panel surrounding it.
• To ensure legibility, the minimum width for reproduction of our logo is8mm.
• The colour of the logo is not to be changed.
• To maintain the integrity and clarity of our logo please do not change the font of the text inside the black border.
• Do not stretch the logo.
• Do not write text in the logo.
• Do not put graphics or twibbons inside the logo.
• Do not rotate the logo.

Tone And Messaging

• Our tone of voice is the way in which we write and speak, what we say and how we say it. Like a person, what we say is dictated by our principles, experiences and aspirations, how we say it is informed by our personality.
• It is super important that everyone who represents Fashion Revolution, including Country Coordinators and their teams, are speaking with the same tone of voice. The more consistent and cohesive our message is, the stronger we are and more likely our messages are to be heard and understood.
• Try to make your messages action-oriented or solution focused. Rather than making people feel guilty, help them recognise that they have the power to do something to make a positive change.
• Always: Bold Provocative Inquisitive Positive Accessible Inclusive

• Never: Shaming Dull Full of jargon Overly Technical Victimising

• Positive
• Accessible
• Inquisitive
• Inclusive
• Bold
• Provocative

Brand Values

• And we believe in a fashion industry that values people, the environment, creativity and profit in equal measure.
• Fashion Revolution is a global movement that runs all year, celebrating fashion as a positive influence, raising awareness of the fashion industry’s most pressing issues, showing that change is possible and celebrating those who are on a journey to create a more ethical and sustainable future for fashion.
• We believe transparency is the first step to transform the industry. And it starts with one simple question: Who made my clothes?
• We believe this simple question gets people thinking differently about what they wear. We need to know that as consumers, our questions, our voices, our shopping habits can have the power to help change things for the better.
• We believe Fashion Revolution has the power to push the industry to be more transparent.
• We want to unite the fashion industry and ignite a revolution to radically change the way our clothes are sourced, produced and purchased, so that what the world wears has been made in a safe, clean and fair way.
• We believe that collaborating across the whole supply chain; from farmer to consumer; is the only way to transform the entire industry.
• Fashion Revolution brings everyone together to make that happen.
• Raise awareness of the true cost of fashion and its impact at every stage in the process of production through to consumption and disposal.
• Show the world that change is possible by showcasing and celebrating those proving that fashion can be made with respect to people and planet.
• Bring people together the length of the value chain, from farmers to factory workers, brands to buyers, consumers to campaigners, to ask questions, challenging how fashion is made and by whom, and to work towards re-connecting the broken links between those who produce, sell and buy fashion.
• Work towards long-term industry-wide change so that fashion becomes a force for good and that all business is conducted in a safe, healthy, fair way.
• To ensure that a tragedy like Rana Plaza never happens again.

Visual Style

• It should be used on all communications.
• When sending a letter or preparing a document please place the logo at the top of the page on the right hand corner or at the top in the centre.
• The black panel border should always be used with the logo and the text should always stay the same.
• When the logo is used in isolation (e.g. on a letterhead) it needs space so others can see it with ease. Ensure there is at least a margin equal to a quarter of the width of the black panel surrounding it.
• To ensure legibility, the minimum width for reproduction of our logo is8mm.
• The colour of the logo is not to be changed.
• To maintain the integrity and clarity of our logo please do not change the font of the text inside the black border.
• Do not stretch the logo.
• Do not write text in the logo.
• Do not put graphics or twibbons inside the logo.
• Do not rotate the logo.
• Kelson Sans is our primary font and is used for headlines and body copy.
• Zombie Checklist Alpha is used for ‘who made my clothes’ and ‘I made your clothes’ poster. To use this font, outline the letters and readjust to make it look like natural handwriting.
• We use Space Mono as a secondary font, which is available for free from Google Fonts. Sometimes we use Franklin Gothic in Heavy Italic and Value Serif, which are only available with a Typekit subscription and licence.
• RGB should be used for all digital assets, CMYK for print and PANTONE for special spot treatments in printing.
• ACID GREEN R210 / G219 / B61 C18 / M4 / Y93 / B1 PANTONE 382 BLACK R0 / G0 / B0 C0 / M0 / Y0 / B100 PANTONE BLACK PINK R243 / G205 / B213 C100 / M83 / Y17 / B13 PANTONE 699 NEUTRAL R241 / G228 / B221 C4 / M12 / Y10 / B0 PANTONE 7604 LIGHT BLUE R139 / G205 / B227 C57 / M0 / Y13 / B0 PANTONE 310 DARK BLUE R36 / G54 / B205 C100 / M83 / Y17 / B13 PANTONE 293 RED R237 / G42 / B36 C0 / M93 / Y91 / B0 PANTONE WARM RED ORANGE R241 / G154 / B19 C0 / M51 / Y96 / B0 PANTONE 1495
• You can download these gradients to use as background textures.
• The stitch pattern can be used over any of the colours or gradients to create a bold background.
• You can experiment with different scales. The stitch pattern works well oversized.
• Do not rotate or flip the pattern; it should always follow this direction.

Layout And Composition

• When sending a letter or preparing a document please place the logo at the top of the page on the right hand corner or at the top in the centre.
• The black panel border should always be used with the logo and the text should always stay the same.
• When the logo is used in isolation (e.g. on a letterhead) it needs space so others can see it with ease. Ensure there is at least a margin equal to a quarter of the width of the black panel surrounding it.
• To ensure legibility, the minimum width for reproduction of our logo is8mm.
• The colour of the logo is not to be changed.
• To maintain the integrity and clarity of our logo please do not change the font of the text inside the black border.
• Do not stretch the logo.
• Do not write text in the logo.
• Do not put graphics or twibbons inside the logo.
• Do not rotate the logo.
• The stitch pattern can be used over any of the colours or gradients to create a bold background.
• You can experiment with different scales. The stitch pattern works well oversized.
• Do not rotate or flip the pattern; it should always follow this direction.

Licensing And Merchandising

• Fashion Revolution do not endorse ANY Fashion Revolution branded products for resale or wholesale distribution.
• It is against Fashion Revolution brand principles for anyone to use the open source branding to create and sell any Fashion Revolution branded garments, textiles or other merchandise’ product.
• Why? Because manufacturing and selling clothing or product of any kind is not within our core objectives. In addition we cannot endorse, monitor or certify any production supply chain.
• If you are planning to use this branding to create any type of product for resale, please understand this is prohibited and we will look to pursue legal action against any individual, organisation or brand found to be using the Fashion Revolution branding in this way.
• The font Zombie Checklist Alpha must not be used for commercial purposes outside of Fashion Revolution, or the font owner may pursue legal action.
• We appreciate your respectful use of this branding for personal use, digital media, placards and other creative means of promoting the spirit of the movement, and thanks again for being part of Fashion Revolution!

Additional Properties