BRAND

GUIDELINES
2018

Girl Up Brand Guidelines 2018 1

CONTENTS

WHAT’S INSIDE Introduction 3

Proper Name 4

Key Messaging 7

Logo 10

Color and Typography 16

Use of Photography 19

Girl Up Brand Guidelines 2018 2

INTRODUCTION

USING THESE GUIDELINES This guide explains the elements of Girl Up’s brand identity, guidelines
for style and logo use, and specifications for reproduction. Use of these
guidelines and the approved digital artwork is imperative when reproducing
the Girl Up identity. These applications include all printed collateral,
advertising, presentations, new media, and signage.

Any questions regarding the use or application of the Girl Up brand style
guide should be directed to:

Girl Up
info@girlup.org

Girl Up Brand Guidelines 2018 3

PROPER
NAME
PROPER NAME

STYLE Girl Up must always appear as two separate words, with each word
beginning with a capital letter.
For example:
YES: Girl Up is a global leadership development organization.
NO: Through girl up’s support, girls receive critical leadership resources and
training along with the tools to become gender equality advocates and
activists.

Do not use Girl Up as a verb.

For example:
NO: Across the country supporters are Girl-ing Up for gender equality.
or
NO: Everyone is girling up.
When referring to the website in printed materials, the style is GirlUp.org,
with a capital G and a capital U.

Girl Up Brand Guidelines 2018 5

PROPER NAME

REFERENCES
If mentioning Girl Up’s connection to the United Nations Foundation in any
written material (press releases, backgrounders, etc.), please refer to it as
“Girl Up, hosted by the United Nations Foundation.”
For example:
YES: Girl Up is hosted by the United Nations Foundation, working within
a larger community that supports our efforts for gender equality
worldwide.
NO: The United Nations Foundation’s Girl Up initiative.

Girl Up Brand Guidelines 2018 6

KEY
MESSAGING
KEY MESSAGING

ABOUT US

No matter their background, girls have the power to transform

themselves, their communities, and the world around them. Girl Up
is a global movement of empowered young women leaders who
defend gender equality and equal rights for every girl. Through
leadership development training, Girl Up gives girls the resources and
platform to start a movement for social change wherever they are.
And for those that stand with us in this movement, there is no rest.
Because when girls rise, we all rise.

Girl Up was founded by the United Nations Foundation in 2010, and

continues to work across a global community of partners to achieve
gender equality worldwide.

ELEVATOR PITCH

Girl Up is a leadership development initiative that engages, trains, and

mobilizes girls around the world to take action to achieve global gender
equality.

Girl Up Brand Guidelines 2018 8

KEY MESSAGING

BOILERPLATE

Girl Up is a global leadership development initiative, positioning girls to

be leaders in the movement for gender equality. With resources in five
languages and 2,500 Girl Up Clubs in more than 100 countries, we’ve
trained 40,000 girls of all backgrounds to create tangible change for
girls everywhere.

Girl Up provides leadership training and gives girls tools to become

gender equality advocates and activists. Through our programs, girls
broaden their social impact skill set, benefit from a platform to tell their
stories, and apply STEM for social good. Our girl leaders create real
policy change at local and national levels, help raise millions of dollars
to support United Nations programs that reach tens of thousands
of girls around the world, and build community-based movements.
Girl Up was founded by the United Nations Foundation in 2010, and
continues to work across a global community of partners to achieve
gender equality worldwide.

Girl Up Brand Guidelines 2018 9

LOGO
LOGO

PRIMARY LOGO The logo refers to the Girl Up type treatment and dove hands. There is one
approved logo that may be used on any marketing materials as well as on
the Girl Up website. For specific usages for each, please see the following
pages of these guidelines.

Girl Up Brand Guidelines 2018 11

LOGO

LOGO LOCKUP The logo lockup refers to the Girl Up type treatment with dove hands
presented next to the United Nations Foundation logo.

Girl Up Brand Guidelines 2018 12

LOGO

TRADEMARK, CLEARSPACE, AND Please note that the first instance of the brand name in any given document
MINIMUM WIDTH REQUIREMENTS should be accompanied by the ™ symbol. The proper placement of this
symbol is after the word “Up” as shown here: Girl Up.™
In most cases, the mark should have the length of the “u” in Girl Up outlining
the composite and mark.
Logos should not be sized under a half-inch wide.
Horizontal lockups should not be sized under one and a half inches.

Minimum Width: 0.5”

Minimum Width: 1.5”

Girl Up Brand Guidelines 2018 13

LOGO

The full-color logo can be used with Girl Up type in

white to achieve the proper contrast with photography
and color backgrounds.

The black-only version of the Girl Up master logo should

be used for print scenarios where spot color and/or
grayscale printing is not an option. In these cases, it is
preferred that the logo be represented in black only.

The Girl Up “reverse” master logo is to be utilized with

any dark color or high-contrast backgrounds. Please
note that reverse logos can be used on all approved
high-contrast backgrounds.

Girl Up Brand Guidelines 2018 14

LOGO

IMPROPER USAGE It is important not to improperly use the Girl Up logo.

This section shows several examples of improper logo usage.

Do not stretch, pinch, or distort Do not add additional Do not place the logo over
logo proportions in any way. elements to the logo. conflicting backgrounds.

Do not reconfigure the Do not introduce new colors Do not place the logo over
arrangement of logo elements. into the logo. low-contrast backgrounds.

Girl Up Brand Guidelines 2018 15

COLOR AND
TYPOGRAPHY
COLOR

PRIMARY PALETTE The primary palette is the original Girl Up color palette and can be applied
to print pieces and to select web pieces.

Girl Up Pink Girl Up Blue Girl Up Purple

CMYK 9, 86, 0, 0 CMYK 71, 30, 6, 0 CMYK 73, 91, 31, 18
RGB 218, 74, 154 RGB 71, 148, 198 RGB 91, 51, 103
HEX #da4a9a HEX #4794c6 HEX #5b3367

SECONDARY PALETTE The secondary palette can be use to support the primary palette in print
and web pieces.

Girl Up Light Pink Girl Up Teal Girl Up Green Girl Up Yellow

CMYK 0, 26, 12, 0 CMYK 62, 2, 24, 0 CMYK 64, 0, 59, 0 CMYK 5, 4, 81, 0
RGB 250, 200, 200 RGB 83, 191, 198 RGB 89, 191, 142 RGB 247, 228, 80
HEX #fac8c8 HEX #53bfc6 HEX #59bf8e HEX # f7e450

Girl Up Brand Guidelines 2018 17

TYPOGRAPHY

Proxima Nova Bold

for headlines ABCDEFGHIJKLMNOPQRSTU
VWXYZ1234567890
To purchase this font: https://www.myfonts.com/fonts/marksimonson/proxima-nova/webfont_preview.html

Gnuolane Bold
for subheads and pull quotes
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz 1234567890
To purchase this font: https://www.myfonts.com/fonts/typodermic/gnuolane/

Proxima Nova Regular AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo

for body copy
PpQqRrSsTtUuVvWwXxYyZz 1234567890
To purchase this font: https://www.myfonts.com/fonts/marksimonson/proxima-nova/webfont_preview.html

Girl Up Brand Guidelines 2018 18

USE OF
PHOTOGRAPHY

Girl Up Brand Guidelines 2018 19

USE OF PHOTOGRAPHY

PHOTOS TO USE Large, high-quality photos should be used as features to reinforce key
messages or stories. For example, it is appropriate to use photos in print or
on the web to illustrate:
– Stories about real girls in developing countries
– In-country projects supported by Girl Up
– Girl Up spokespeople
– Girl Up events and activities
– Real girl champions and fundraisers

PHOTOS TO AVOID – Small, low-resolution photos

– Dark color overlays
– Extreme close-ups

Girl Up Brand Guidelines 2018 20

USE OF PHOTOGRAPHY

GOOD EXAMPLES
View our curated selection of
Shutterstock images here:
GIRLUP.ORG/PHOTOS

This style is about capturing the power and positive energy of all of us
when we are together. This direction is less about style and more about the
group dynamic.

This style focuses on one girl. There can be other people in the frame, but
the focus is on one subject, with everything else in the frame falling into a
soft focus (bokeh). Bokeh will give the images a simple air of sophistication
and a focus on storytelling.

Girl Up Brand Guidelines 2018 21

USE OF PHOTOGRAPHY

BAD EXAMPLES

Avoid photos that are dimly lit, cropped too tightly, and/or are too low
resolution for use.

Girl Up Brand Guidelines 2018 22

TINTED PHOTOGRAPHY

EXAMPLES

I AM THE TIME I AM THE

MASTER OF TO CAPTAIN OF
MY FATE RISE MY SOUL

PHOTOS TO USE This style should be used when a more promotional aesthetic is needed.
The color tint over a black-and-white photo creates a bold statement
when paired with a headline.
– Uncomplicated compositions work best, but the technique can be used
successfully with a broad range of images.
– Photography should be converted to black and white. Girl Up Pink
or Teal should be added to a layer in Photoshop using the multiply
technique.
– Headlines should be set in Proxima Nova Bold all caps and use Girl Up
Yellow.

Girl Up Brand Guidelines 2018 23

THANK
YOU

Girl Up Brand Guidelines 2018 24

GirUp.org