Brand guidelines

Version 1.0
December 2021
Introduction

Introduction
The logo
This guide introduces the brand design principles for the Global Partnership for Sustainable
Colors Development Data (Global Partnership).

The examples shown here will help you create on-brand, engaging communications.
Typography To be effective, the principles must be applied in a clear and consistent way. Every single
item of communication that the Global Partnership produces – from printed matter to
Visual devices digital outputs – can help to reach our audience by properly reflecting our brand.

If you need guidance that is not provided here, or you have suggestions about how these
Contact guidelines can be improved, please contact Amy Leach, Communications Manager,
(aleach@data4sdgs.org) or info@data4sdgs.org.

2
 The logo
Introduction

The logo

Logo concept

Logo colors

How to use the logo

What not to do

Co-branding

Colors

Typography

Visual devices

Contact

3
Introduction

Logo concept
The logo
The Global Partnership logo consists of the symbol and wordmark. It alludes to the
Logo concept mutually reinforcing effect of partnerships. The shape shows the momentum generated
Logo colors
by coming together, with the spiral representing the catalyzing effect of collaboration
in sparking new ideas, action, and change.
How to use the logo

What not to do The symbol can be used on its own for social media avatars and other applications,
Co-branding such as favicons or pins.

Colors

Typography

Visual devices

Contact

4
Introduction

Logo colors
The logo
The logo appears in four color variations that are provided
Logo concept in the official asset pack: color (dark), color (light), black, and white.
Logo colors
Please follow the guidance below for correct usage.

How to use the logo

What not to do

Co-branding Color

The color logo is the primary logo and

Colors should be used whenever possible.
There is a version each for light and
dark backgrounds.
Typography

Visual devices

Dark Light
Contact

White

The white logo can be used over

photography, which provides sufficient
contrast, or over a dark background when
color reproduction is not possible.

Black

The black logo should only be used

on light background colors and when color
reproduction is not possible.

5
Introduction

How to use the logo

The logo
The logo can be used at a wide range of sizes. It looks best when it's
Logo concept given the space to stand out and is used at a clear and legible size.
Logo colors
Please follow the parameters below for clarity and sizing.

How to use the logo

What not to do

Co-branding Exclusion zone

To maintain the integrity of our logo,

Colors an exclusion zone should remain
clear of graphic elements, such Exclusion zone
a text or imagery.
Typography

The exclusion zone is defined by the

Visual devices twice the diameter of the circle within
the logo, and is built into all files
included in the asset pack.
Contact

Minimum size

To ensure optimum legibility, our logo

should not be reproduced any smaller
than the minimum size shown here.

35 mm
132 pixels

6
Introduction

What not to do
The logo
Do not alter the logo artwork in any way, and only use it in the colors specified in these guidelines.
Logo concept This means no changes or tweaks to color, proportions, or typeface. Do not rearrange any elements
Logo colors
within the logo. Avoid placing the logo on top of low-contrast or busy backgrounds.

How to use the logo Always use the high-resolution, original logo files supplied in the asset pack. Do not screenshot
What not to do and paste the logo, to avoid degrading it in quality.
Co-branding

Colors

Typography

Visual devices Global Partnership

for Sustainable
Development Data
Contact

Do not change the colors in the logo. Do not change the proportions of the logo. Do not change the typeface. Do not rearrange elements in the logo.

Do not place the logo on top Do not place the logo on top
of low-contrast or jarring backgrounds. of busy backgrounds.

7
Introduction

Co-branding
The logo
The placement of partner logos alongside the Global Partnership logo should
Logo concept respect the exclusion zone rules. Individual logos should be sized to a similar height
Logo colors
and vertically centered. This guidance accommodates a range of differently sized
logos and maintains a visual balance to the set of logos as a whole.
How to use the logo

What not to do

Co-branding

Partner logo spacing

Colors

Typography
Partner logo area Partner logo area

Visual devices

Contact Exclusion Exclusion

zone zone

Example: Sub-brands

Example: External partners

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 Colors
Introduction

The logo

Colors

Primary palette

Secondary palette

Tints

Combining primary colors

Combining secondary colors

Text color accessibility

Gradients

Typography

Visual devices

Contact

9
Introduction

Primary palette
The logo
The primary brand color palette consists of five lead colors and two support colors
Colors (black and white). The correct color values for our brand palette are specified below
for consistency. Please see the sections on Combining primary colors, Tints, Text
color accessibility, Gradients, and Helix symbol and color for further information
Primary palette
on the use of the brand color palette.
Secondary palette

Tints

Combining primary colors

Combining secondary colors

Text color accessibility

Gradients

Typography

Visual devices Indigo Blue Charcoal Green Yellow

RGB 34 / 32 / 68 RGB 0 / 123 / 175 RGB 47 / 57 / 61 RGB 77 / 167 / 60 RGB 243 / 182 / 65

Contact HEX #222044 HEX #007BAF HEX #2F393D HEX #4DA73C HEX #F3B641
CMYK 99 / 96 / 40 / 44 CMYK 86 / 41 / 15 / 0 CMYK 76 / 59 / 53 / 59 CMYK 72 / 6 / 96 / 0 CMYK 4 / 30 / 86 / 0

White Black
RGB 255 / 255 / 255 RGB 0 / 0 / 0
HEX #FFFFFF HEX #000000
CMYK 0 / 0 / 0 / 0 CMYK 0 / 0 / 0 / 100
For text only.

10
Introduction

Secondary palette
The logo
The secondary color palette should be used to support the primary color palette,
Colors or to create a distinct tone for special projects and initiatives. For more information
on how to use the secondary palette, please see Combining secondary colors, Tints,
Text color accessibility, Gradients, and Helix symbol and color.
Primary palette

Secondary palette

Tints

Combining primary colors

Combining secondary colors

Text color accessibility

Gradients

Typography

Visual devices Stone Coral Orange Burgundy Moss

RGB 191 / 190 / 174 RGB 232 / 63 / 64 RGB 240 / 130 / 45 RGB 132 / 21 / 21 RGB 42 / 86 / 30

Contact HEX #BFBEAE HEX #E83F40 HEX #F0822D HEX #841515 HEX #2A561E
CMYK 28 / 20 / 32 / 3 CMYK 0 / 86 / 71 / 0 CMYK 0 / 58 / 87 / 0 CMYK 0 / 97 / 80 / 54 CMYK 76 / 25 / 100 / 54

11
Introduction

Tints
The logo
Tints of the primary and secondary colors can be used to create contrast when
Colors combining colors, or to simplify a single-color output. Tints should always play
a supportive role (as a background or to color in shapes and data visualizations),
and should never be used for text or as the lead color in any publication or output.
Primary palette

Secondary palette

Tints Primary palette Secondary palette

Combining primary colors

Combining secondary colors

Indigo Blue Charcoal Green Yellow Stone Coral Orange Burgundy Moss
Text color accessibility

Gradients

100%
Typography

HEX #222044 HEX #007BAF HEX #2F393D HEX #4DA73C HEX #F3B641 HEX #BFBEAE HEX #E83F40 HEX #F0822D HEX #841515 HEX #2A561E

Visual devices

Contact 75% tint

HEX #585872 HEX #409CC3 HEX #636A6D HEX #79BD6D HEX #F6C870 HEX #CFCEC2 HEX #EE6F70 HEX #F4A261 HEX #A24F4F HEX #5F8056

50% tint

HEX #9090A1 HEX #80BDD7 HEX #979C9E HEX #A6D39E HEX #F9DAA0 HEX #DFDED6 HEX #F49FA0 HEX #F8C196 HEX #C18A8A HEX #95AA8E

25% tint

HEX #C7C7D0 HEX #BFDEEB HEX #CBCDCE HEX #D2E9CE HEX #FCEDCF HEX #EFEFEB HEX #F9CFCF HEX #FBE0CA HEX #E0C4C4 HEX #CAD5C7

10% tint

12 HEX #E9E9EC HEX #E5F2F7 HEX #EAEBEC HEX #EDF6EC HEX #FEF8EC HEX #F9F8F7 HEX #FDECEC HEX #FEF3EA HEX #F3E8E8 HEX #EAEEE8
Introduction

Combining primary colors

The logo
Please find below examples of how to order and combine the primary
Colors palette colors successfully.

Primary palette
Lead color
Secondary palette

Tints

Combining primary colors

Combining secondary colors Indigo

Text color accessibility

Gradients

Typography

Blue
Visual devices

Contact

Charcoal

Green

Yellow

13
Introduction

Combining secondary colors

The logo
Please find below examples of how to order and combine the secondary
Colors palette colors successfully.

Primary palette
Lead color
Secondary palette

Tints

Combining primary colors

Combining secondary colors Stone

Text color accessibility

Gradients

Typography

Coral
Visual devices

Contact

Orange

Burgundy

Moss

14
Introduction

Text color accessibility

The logo
Our messaging must always be clear, legible, and accessible to everyone.
Colors The text and background color combinations shown here have achieved
the required AA accessibility rating.

Primary palette

Secondary palette Primary palette Secondary palette

Tints

Combining primary colors

Background color Indigo Blue Charcoal Green Yellow Stone Orange Burgundy Moss
Combining secondary colors

Text color accessibility

Gradients
Aa Aa Aa Aa Aa Aa Aa Aa Aa
Typography

Visual devices
Aa Aa Aa Aa Aa Aa Aa Aa
Contact
+
orange tints

Aa Aa Aa Aa

Aa Aa
Accessibility and tints
+
yellow tints
As a general rule, the above color combinations that show a darker text color
on a lighter background color (for example, indigo text on yellow, stone Aa
or orange background) will achieve the AA accessibility test if a lighter tint
of the same background color is used.
+
It is best practice to check any color combinations not shown here and/or stone tints
involving tints with an online color accessibility tool, such as Color Contrast
Checker. Only use combinations that pass the "AA Normal" rating.

15
Introduction

Gradients
The logo
Color gradients should be used sparingly and only in data visualizations
Colors or large printed outputs, such as banners. On this page you'll see
examples of gradients that align with our brand messaging and tone.

Primary palette

Secondary palette Primary palette Secondary palette

Tints

Combining primary colors

Indigo – blue Stone – white
Combining secondary colors

Text color accessibility

Gradients
Indigo – stone Coral – burgundy

Typography

Visual devices Charcoal – green Orange – yellow

Contact

Green – moss Burgundy – orange

Yellow – coral Moss – stone

Gradient settings

Gradients should only combine two colors.

Only use colors from the primary palette, secondary palette, or tints.
Only use linear gradients.
Only use one gradient per output.

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 Typography
Introduction

The logo

Colors

Typography

Primary typeface family

How to use the primary typefaces

Secondary typeface

Arabic language

System font support

Visual devices

Contact

17
Introduction

Primary typeface family

The logo

Colors Heading text Body text

Typography
Barlow Bold Avenir Pro 45 Book, Book Oblique

Aa
Primary typeface family Avenir Pro 85 Heavy, Book Oblique
How to use the primary typefaces

Secondary typeface Lorem ipsum dolor sit amet, consectetuer adipiscing

Arabic language elit. Aenean commodo ligula eget dolor. Aenean
massa. Cum sociis natoque penatibus et magnis dis
System font support
parturient montes, nascetur ridiculus mus. Donec
quam felis, ultricies nec, pellentesque eu, pretium
Visual devices quis, sem. Cum sociis natoque penatibus et magnis
dis parturient montes, nascetur ridiculus mus.

Contact

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Vv Ww Xx Yy Zz Vv Ww Xx Yy Zz
123456789?+@%( ) 123456789?+@%( )

Used for the logo, headlines, and prominent Used for body text, captions, fine print,
display text, such as feature quotes. and small headings.

Please download Barlow Regular free Please purchase Avenir from My Fonts.
from Google Fonts.

Typography settings Typography settings

Left aligned or centerd Left aligned or centerd

Avoid discretionary hyphens Avoid discretionary hyphens
Always title case Always sentence case

18
Introduction

How to use the primary typeface family

The logo
This page shows one example of how to create a type hierarchy using
Colors the primary typeface family.

Typography

Primary typeface family

How to use the primary typefaces

Heading Level 1 Heading Level 1
Barlow Bold, Title case

Secondary typeface
Standfirst. This can be used as a subheading or Standfirst
Arabic language

System font support

populated with several lines of text to create impact. Avenir Book, Sentence case

Visual devices
Heading Level 2 Heading Level 2
Barlow Bold, Title case

Contact Body copy. Emphasis in italic. Lorem ipsum dolor sit amet,
consectetuer adipiscing elit. Aenean commodo ligula eget Body
dolor. Aenean massa. Cum sociis natoque penatibus et magnis Avenir Book and Book Italic, Sentence case

dis parturient montes, nascetur ridiculus mus.

Heading Level 3 Heading Level 3

Avenir Heavy, Title case

Heading Level 4 Heading Level 4

Avenir Heavy, Title case

Donec quam felis, ultricies nec, pellentesque eu,

pretium quis, sem. Cum sociis natoque penatibus Body
Avenir Book, Sentence case
et magnis dis parturient montes.

Pullquote, feature text Pullquote

or important statistic Barlow Bold, Sentence case

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Introduction

Secondary typeface
The logo
The secondary typeface may be used for special campaign
Colors headlines and prominent display text, which require a stronger,
punchier personality.

Typography

Primary typeface family Display or headline text

How to use the primary typefaces

Secondary typeface
Barlow Condensed Bold 700

AB
Arabic language

System font support

Visual devices

Contact

ABCDEFGHIJKLMNO
PQRSTUVWXZZ
123456789?+@%( )

Please download Barlow Condensed Bold Typography settings

free from Google Fonts.
Left aligned or centred
Never hyphenate
Always upper case
Only use for display text

20
Introduction

Arabic language
The logo
Noto Sans should be used for Arabic text and any non-Latin translations. It is
Colors a font collection comprising over 1,000 languages and 150 writing systems,
and designed to be typgraphically harmonious across print and digital outputs.

Typography

Primary typeface family Heading text Body text

How to use the primary typefaces

Secondary typeface

Arabic language
Noto Sans Arabic Black Noto Sans Arabic Light
System font support

‫أبت‬
Visual devices
‫ ومن‬,‫اكتوبر إســتيالء الخاسرة أي ذلك‬
,‫ بل إحتار الفترة دون‬.‫أ خــاف محاوالت‬
Contact
‫ مرمى‬.‫األحمــر الجنوب والديون إذ بال‬
‫ حين حادثة‬,‫ســقوط وإقامة كل كما‬
.‫ عرض من اإلمداد التجارية‬,‫ عــن‬،‫بولندا‬

‫أبتثجحخدذرزسشصضط‬ ‫بتثجحخدذرزسشصضطظع‬
‫ظعغفقكلمنهوي‬ ‫غفقكلمنهوي‬
123456789٠٩٨٧٦٥٤٣٢١ 123456789٠٩٨٧٦٥٤٣٢١

Used for the logo, headlines, and prominent Used for body text, captions, fine print,
display text, such as feature quotes. and small headngs.

Please download Noto Sans Arabic Black Please download Noto Sans Arabic Light
free from Google Fonts. free from Google Fonts.

21
Introduction

System font suppport

The logo
There may be circumstances where the primary brand typefaces or font
Colors customization is unavailable (such as email platforms). Please use the
following system fonts in place of the primary typefaces. These substitute
typefaces below have been chosen for having similar aesthetic properties
Typography
to the primary typeface family.

Primary typeface family

How to use the primary typefaces

Secondary typeface Display and heading text Body text

Arabic language

System font support Franklin Gothic Bold Franklin Gothic Book, Italic

Aa Aa
Visual devices

Contact

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890!$%&*()?/ 1234567890!$%&*()?/

Used for headlines, prominent display Used for body text, long reading text,
text, titles, subheadings, captions, captions, and small print.
and emphasis.

22
 Visual devices
Introduction

The logo

Colors

Typography

Visual devices

Helix symbol

Helix symbol and color

How to use

What not to do

Bringing it all together

Charts and data visualizations

Chart applications

Photography

Image considerations

Contact

23
Introduction

Helix symbol
The logo
The helix symbol is a simplified version of the logo that can be used
Colors as a background graphic device to create visual interest. It is formed of
three individual shapes (one circle and two crescents) that should always
be used together and in the unified formation below. Please use the
Typography
correct helix symbol which has been provided as part of the asset pack.

Visual devices

Helix symbol

Helix symbol and color

How to use

What not to do

Bringing it all together

Charts and data visualizations

Chart applications

Photography

Image considerations

Contact

24
Introduction

Helix symbol and color

The logo
The primary and secondary palette colors can be applied to the helix. Combining colors
Colors should be approached on a case by case basis, and this page shows some successful
examples. We recommend using at least one color from the primary palette, and
combining it with two or three secondary colors and tints.
Typography

Visual devices

Helix symbol

Helix symbol and color

How to use

What not to do

Bringing it all together

Charts and data visualizations

Chart applications

Photography

Image considerations

Contact

25
Introduction

How to use
The logo
Using the helix as a strong background graphic is a key aspect of the Global Partnership's
Colors branding. Below are some suggestions and rules for how to use this asset correctly.
Please review the subsequent three pages for more guidance and examples.

Typography

Visual devices
Cropping rules

Helix symbol Always crop the symbol. The complete

360° outer edge of the helix should never
Helix symbol and color
be visible. This means that a portion of the
How to use symbol should always extend beyond the
What not to do edge of the page, frame, screen, or format.

Bringing it all together

When cropping, follow the examples
Charts and data visualizations here by showing the point where
Chart applications the circle and two crescent shapes
inside the symbol touch (the top or bottom
Photography
of the inner circle). Doing so will ensure
Image considerations the momentum and energy of the symbol
is visualized.

Contact If possible, try to show more than

50% of the inner circle within the middle
of the symbol.

Vary the size of the symbol to create

a sense of energy and movement.

26
Introduction

What not to do
The logo
Please use the correct helix symbol which has been provided in the brand asset pack.
Colors Here are a few things to avoid when using the symbol.

Typography

Visual devices

Helix symbol

Helix symbol and color

How to use

What not to do

Bringing it all together

Charts and data visualizations

Chart applications

Photography
Do not rotate or flip the symbol. Do not separate the individual shapes within the symbol. Do not place inside a frame or show uncropped.
Image considerations

Contact

Do not use more than one symbol per page. Do not repeat colors inside the shape. Do not outline the shapes.

27
Introduction

Bringing it all together

The logo
The Global Partnership's graphic language can be used in combination
Colors with imagery and feature photography to create branded content.

Typography

Visual devices

Helix symbol

Helix symbol and color

How to use

What not to do

Bringing it all together

Charts and data visualizations

Chart applications

Photography

Image considerations

Contact

28
Introduction

Bringing it all together

The logo
We can design compelling layouts using a mixture of bold graphic
Colors language, typography, and color.

Typography

Visual devices

Helix symbol

Helix symbol and color

How to use

What not to do

Bringing it all together

Charts and data visualizations

Chart applications

Photography

Image considerations

Contact

29
Introduction

Charts and data visualizations

The logo
Displaying data graphically is a key way to express research, stories, and themes.
Colors Data visualizations should use the primary color palette where possible. Graphs
can be styled with gradients for more visual impact, or with solid colors for
more gravitas. For more examples on how to apply data visualizations, please
Typography
see the next page.

Visual devices

Helix symbol Figure 1. A pie chart styled with solid colors Figure 2. A lollipop chart styled with gradients
Helix symbol and color

How to use 10%

high
What not to do

Bringing it all together

Charts and data visualizations 32% 14%

Chart applications

Photography

Image considerations

Contact
8%
36%

low
Africa Americas Asia Europe
Northern Africa Southern Africa
Eastern Africa Western Africa
Middle Africa

30
Introduction

Chart applications
The logo
This page shows sample layouts that combine type hierarchy and data visualizations.
Colors

Typography
Lead color: blue (primary palette) Lead color: orange (secondary palette)
Color combinations: neutral and gray Color combinations: bright and warm
Visual devices Layout: two-column grid Layout: single-column grid

Helix symbol

Helix symbol and color

How to use

What not to do

Bringing it all together

Charts and data visualizations

Chart applications

Photography

Image considerations

Contact

31
Introduction

Photography
The logo
Photography plays an important role in the brand and is a powerful tool to communicate with
Colors our audiences. The Global Partnership tells its story through truthful and impactful portraits
and landscapes.

Typography

Portraits
Visual devices

Helix symbol

Helix symbol and color

How to use

What not to do

Bringing it all together

Charts and data visualizations

Chart applications

Photography

Image considerations
Portraits should be mindful of power dynamics and show people in active, rather than passive, stances. They should be captured naturally (not formally posed).

Contact

Landscapes and objects

Select images that are impactful and meaningfully composed.

32
Introduction

Image considerations
The logo
This page describes important technical and compositional considerations to ensure the Global
Colors Partnership's values are reflected in photographic choices.

Typography

Visual devices Photography settings

Resolution: Use the highest-resolution image you can

Helix symbol
obtain. Only use high-resolution imagery for reports
Helix symbol and color and any other flagship outputs (300dpi for printed
How to use publications, 150dpi for web).

What not to do
Source: Photos can be a mixture of professionally-
Bringing it all together commissioned photos, images from stock photography
Charts and data visualizations sites such as Shutterstock, and non-professional photos
taken on smartphones.
Chart applications

Photography Credit: Credit the photographer or source if required.

Avoid development cliches. Avoid stock photos that are obviously posed.
Image considerations
Caption: Use appropriate captions when possible.

Contact Consent: Always ensure proper consent has been

obtained for any photos of people taken or used.

Avoid images that have filters, special effects, Never show children's faces. If a photo of a child is
or any artistic manipulations applied. unavoidable, make sure they cannot be identified
(e.g. they are shown from the back or out of focus).
33
Introduction

Contact
The logo
If you need guidance that is not provided here, or you have
Colors suggestions about how these guidelines can be improved,
please contact Amy Leach, Communications Manager
(aleach@data4sdgs.org).
Typography

Visual devices

Contact

November 2021