Brand Guidelines 1.

0
Introduction
Diakonia is not a traditional aid organization. Diakonia
is a social change expert focusing on long term efforts
to create long-lasting change in the world.

We can change the world when people know that we

exist and what we represent. The more we communicate,
the stronger our brand becomes. And if we take a long
term approach and communicate consistently and uni-
formly, we can greatly strengthen the impact of what
we do. To maintain and further improve recognition,
knowledge and trustworthiness among all our target
groups (private individual donors and backdonors,
public institutions, companies, local partners, press
and media, parishes, etc.) is crucial to the power of
our brand. It is therefore important that Diakonia
continues to be perceived as Credible, Competent and
Long term – whilst having a Modern appearance.

With these goals in mind we have developed Diakonia’s

visual identity.

Brand Guidelines 2
Contents

1. Logotype 4 6. Pattern 55

1.1 Our name 5 6.1 Pattern 56

1.2 Logotype 6 6.2 Pattern – Arches 57
1.3 Minimum size 8 6.3 Pattern – Arrows 58
1.4 Clear space 9 6.4 Pattern – Repetition 59
1.5 Background 10
1.6 Forbidden 11 7. Pictogram 60
1.7 Logotype with tagline 12
7.1 Pictogram 61
1.8 Minimum size 18
1.9 Clear space 19
8. On-screen graphic 62
1.10 Background 20
1.11 Forbidden 21 8.1 On-screen graphic 63
1.12 Size and Placement 22
9. Visual overview 66
2. Co-branding 27
10. Applications 67
2.1 Co-branding general 28
2.2 Co-branding ACT Alliance 30 10.1 Website 68
10.2 Roll-up 69
3. Typography 37 10.3 T-shirt 70
10.3 Tote bag 71
3.1 Identity typefaces 38
10.4 Leaflet 72
3.2 Fallback typefaces 40
10.5 Stationary 73
3.3 Typographic examples 41
10.6 PowerPoint 74
10.7 Digital newsletter 75
4. Colours 43
10.8 Fact sheet/Project sheet 76
4.1 About the colour system 44
4.2 Colour palette 45
4.3 Extended colour palette 46
4.4 Accesibility 47
4.5 Colour usage 48
4.6 Colour combinations 49
4.7 Donation and emergency 50

5. Images 51

5.1 Images 52

Brand Guidelines 3
1. Logotype

Our logotype is the sender of everything we communicate. To ensure consis-

tent and proper usage, there are a few simple rules which must be followed.
Logotype color use, backgrounds, minimum size, clear space and place-
ment. The Diakonia logotype consists of the word ”diakonia” and our symbol
– the visual image of two hands encircling an ear of wheat. Together they
form a unique graphical element.

Brand Guidelines 4
1.1 Our name

The word “diakonia” is originally Greek, meaning care or service. (It’s ori-
ginal meaning is: To walk urgently through the evil and befouled to bring
about change.)

In the Christian tradition, “diakonia” is used to describe work for a just

distribution of our common resources – the riches of Creation. The aim is to
be at the service of those who need our help, to change things and to dare
to believe in the ability to change things – not wait for things to happen by
themselves.

The two hands holding around an ax is a symbol for caring and protection.

”People Change the World” is a definite form including us, rights hol-
ders, partner organizations, employees, and all our volunteers and donors
together form a worldwide network that includes millions of people. People
who work for a lasting change in the situation of those living with poverty,
oppression and violence. The new wording is more open, enabling more
people to join in and feel welcome.

Brand Guidelines 5


1.2 Logotype

The logotype is available in positive and negative. There is also a black ver-
sion to be used when colour printing is not possible.

Only to be used for black and white printing.

Brand Guidelines 6


1.2 Logotype

The logo folder contains different versions of the logo depending on how it
will be used.

For Print (All printed matter)

Positive: Diakonia_CMYK.ai
Positive PMS Coated: Diakonia_PMS_Coated.ai
Positive PMS Uncoated: Diakonia_PMS_Uncoated.ai
Negative: Diakonia_CMYK_white.ai
Black: Diakonia_CMYK_black.ai

For Web (Digital applications such as websites, newsletters and digital ads)

Positive: Diakonia_RGB.ai
Negative: Diakonia_RGB_white.ai
Positive PNG: Diakonia_RGB.png
Negative PNG: Diakonia_RGB_white.png

For Office (Microsoft Office, Word, PowerPoint)

Positive: Diakonia_RGB.png
Negative: Diakonia_RGB_white.png
Black: Diakonia_RGB_black.png

Brand Guidelines 7
1.3 Minimum size

Establishing a minimum size ensures that the impact and legibility of the logo
is not compromised in applications. Due to the higher resolution available
in print versus that of screen-based media (300dpi vs 72dpi respectively),
we are able to reproduce the Logo at a fractionally smaller size in print
without any graphic deterioration.

Print Digital
20 mm 80 px

To ensure legibility and impact, To ensure legibility and impact,

the Diakonia Logo should never be the Diakonia Logo should never be
reproduced smaller than 20 mm in reproduced smaller than 80 px in
any print communication. any digital communication.

Brand Guidelines 8
1.4 Clear space

To ensure maximum prominence and legibility, the Diakonia logotype is

always surrounded by a minimum area of clear space. In this area no
type or graphical elements should be placed. The defined placement of
the tagline is an exception to this rule. The minimum clear space area is
defined by the height of the D in the word Diakonia.

Brand Guidelines 9
1.5 Background

The logotype can be placed on colored backgrounds. Always use colors

from the Diakonia colour palette, and make sure that the contrast is high
enough to guarantee a clean and sharp result. When the logotype is pla-
ced on an image, make sure it contrasts with the background and that the
background is not too busy.

Do: The logo has a clear contrast against the Don’t: The logotype is disturbed by the back-
background. However, avoid blue logotype aga- ground and therefore becomes unreadable.
inst dark colours or images. Then use the white
logotype instead.

Brand Guidelines 10
1.6 Forbidden

The logotype is unique. Do not create your own version with a similar de-
sign or letters. The design of the logotype must not be altered in any way.
And the stipulated proportions between symbol and wordmark must not
be adjusted.

Don’t squeeze or stretch the logo Don’t recreate the logo with a
different typeface

Don’t change the color of the logo Don’t rotate the logo

Don’t change the properties between Don’t add any effects to logo
the symbol and the wordmark

Brand Guidelines 11


1.7 Logotype with tagline (EN)

The logotype is available in positive and negative. There is also a black ver-
sion to be used when colour printing is not possible.

Only to be used for black and white printing.

Brand Guidelines 12


1.7 Logotype with tagline (EN)

The logo folder contains different versions of the logo depending on how it
will be used.

For Print (All printed matter)

Positive: Diakonia_tagline_eng_CMYK.ai
Positive PMS Coated: Diakonia_tagline_eng_PMS_Coated.ai
Positive PMS Uncoated: Diakonia_tagline_eng_PMS_Uncoated.ai
Negative: Diakonia_tagline_eng_CMYK_white.ai
Black: Diakonia_tagline_eng_CMYK_black.ai

For Web (Digital applications such as websites, newsletters and digital ads)

Positive: Diakonia_tagline_eng_RGB.ai
Negative: Diakonia_tagline_eng_RGBe.ai
Positive PNG: Diakonia_tagline_eng_RGB.png
Negative PNG: Diakonia_tagline_eng_RGB_white.png

For Office (Microsoft Office, Word, PowerPoint)

Positive: Diakonia_tagline_eng_RGB.png
Negative: Diakonia_tagline_eng_RGB_white.png
Black: Diakonia_tagline_eng_RGB_black.png

Brand Guidelines 13


1.7 Logotype with tagline (FR)

The logotype is available in positive and negative. There is also a black ver-
sion to be used when colour printing is not possible.

Only to be used for black and white printing.

Brand Guidelines 14


1.7 Logotype with tagline (FR)

The logo folder contains different versions of the logo depending on how it
will be used.

For Print (All printed matter)

Positive: Diakonia_tagline_fr_CMYK.ai
Positive PMS Coated: Diakonia_tagline_fr_PMS_Coated.ai
Positive PMS Uncoated: Diakonia_tagline_fr_PMS_Uncoated.ai
Negative: Diakonia_tagline_fr_CMYK_white.ai
Black: Diakonia_tagline_fr_CMYK_black.ai

For Web (Digital applications such as websites, newsletters and digital ads)

Positive: Diakonia_tagline_fr_RGB.ai
Negative: Diakonia_tagline_fr_RGBe.ai
Positive PNG: Diakonia_tagline_fr_RGB.png
Negative PNG: Diakonia_tagline_fr_RGB_white.png

For Office (Microsoft Office, Word, PowerPoint)

Positive: Diakonia_tagline_eng_RGB.png
Negative: Diakonia_tagline_eng_RGB_white.png
Black: Diakonia_tagline_eng_RGB_black.png

Brand Guidelines 15


1.7 Logotype with tagline (ES)

The logotype is available in positive and negative. There is also a black ver-
sion to be used when colour printing is not possible.

Only to be used for black and white printing.

Brand Guidelines 16


1.7 Logotype with tagline (ES)

The logo folder contains different versions of the logo depending on how it
will be used.

For Print (All printed matter)

Positive: Diakonia_tagline_es_CMYK.ai
Positive PMS Coated: Diakonia_tagline_es_PMS_Coated.ai
Positive PMS Uncoated: Diakonia_tagline_es_PMS_Uncoated.ai
Negative: Diakonia_tagline_es_CMYK_white.ai
Black: Diakonia_tagline_es_CMYK_black.ai

For Web (Digital applications such as websites, newsletters and digital ads)

Positive: Diakonia_tagline_es_RGB.ai
Negative: Diakonia_tagline_es_RGBe.ai
Positive PNG: Diakonia_tagline_es_RGB.png
Negative PNG: Diakonia_tagline_es_RGB_white.png

For Office (Microsoft Office, Word, PowerPoint)

Positive: Diakonia_tagline_es_RGB.png
Negative: Diakonia_tagline_es_RGB_white.png
Black: Diakonia_tagline_es_RGB_black.png

Brand Guidelines 17
1.8 Minimum size

Establishing a minimum size ensures that the impact and legibility of the logo
is not compromised in application. Due to the higher resolution available
in print versus that of screen based media (300dpi vs 72dpi respectively),
we are able to reproduce the Logo at a fractionally smaller size in print
without any graphic deterioration.

Print Digital
30 mm 140 px

To ensure legibility and impact, To ensure legibility and impact,

the Diakonia Logo with tagline
should never be reproduced smal-
ler than 30 mm in any print com-
munication. If so, use the logotype
without tagline.
the Diakonia Logo should never be
reproduced smaller than 70px in
any digital communication. If so,
use the logotype without tagline.

Brand Guidelines 18
1.9 Clear space

To ensure maximum prominence and legibility, the Diakonia logotype is

always surrounded by a minimum area of clear space. In this area no
type or graphical elements should be placed. The defined placement of
the tagline is an exceptionto this rule. The minimum clear space area is
defined by the height of the D in the word Diakonia.

Brand Guidelines 19
1.10 Background

The logotype can be placed on colored backgrounds. Always use colors

from the Diakonia colour palette, and make sure that the contrast is high
enough to guarantee a clean and sharp result. When the logotype is pla-
ced on an image, make sure it contrasts with the background and that the
background is not too busy.

Do: The logo has a clear contrast against the Don’t: The logotype is disturbed by the back-
background. However, avoid blue logotype aga- ground and therefore becomes unreadable.
inst dark colours or images. Then use the white
logotype instead.

Brand Guidelines 20
1.11 Forbidden

The logotype is unique. Do not create your own version with a similar de-
sign or letters. The design of the logotype must not be altered in any way.
And the stipulated proportions between symbol and wordmark must not
be adjusted.

Don’t squeeze or stretch the logo Don’t recreate the logo with a
different typeface

Don’t change the color of the logo Don’t rotate the logo

Don’t change the properties between Don’t add any effects to logo
the symbol and the wordmark

Don’t change the size or placement Don’t add any effects to logo
of the tagline

Brand Guidelines 21
1.12 Size and Placement

Regardless of communication size or dimension, the Logo can only ever be

placed in five locations. This keeps Logo placement simple and consistent,
while allowing enough flexibility to accommodate our dynamic graphic
system. Please keep in mind the Logo exclusion zone when placing the logo
in a corner.

1 2
1 2

4 5

3 1 2

4 5 4 5

Placement
1. Top left corner
2. Top right corner
3. Centered
4. Bottom left corner
5. Bottom right corner

Brand Guidelines 22
1.12 Size and Placement – Portrait

1/3 1/3 1/3

Size Placement
The maximum size of the logotype The recommended clear space
in relation to format is 1/3. area is defined by the height of
the symbol in the logotype.

Brand Guidelines 23
1.12 Size and Placement – Landscape

1/4 1/4 1/4 1/4

Size
The maximum size of the logotype
in relation to format is 1/4.

Placement
The recommended clear space area is
defined by the height of the symbol in
the logotype.

Brand Guidelines 24
1.12 Size and Placement – Cover

2/4

3/4

1/4 1/4 1/4 1/4 1/4 1/4 1/4 1/4

On covers of publications where there is no If placed on the back of a publication the

other copy the logotype can be centered. logotype can be centered and the max-
The maximum size of the logotype in rela- imum size of the logotype in relation to
tion to format is 3/4. format is 2/4.

Brand Guidelines 25
1.12 Size and Placement

1/3 1/3 1/3

On more extreme formats the On roll-ups the logotype

logotype can be centered and can be placed upright, it is
the size of the logotype in rela- always done so that the name
tion to format is 2/3. reads from top to bottom.

Brand Guidelines 26
2. Co-branding

Every co-operation that has been approved to be in line with the brand
strategy, and which shall actively be communicated, must follow the rules
below and the following pages.

Brand Guidelines 27
2.1 Co-Branding – general

Diakonia as the driver – The design is 100% in Diakonias identity. Co-ope-

ration partners’ logo appears together with an explanatory text such as
”In collaboration with” or similar. Co-operation partner’s logo size shall be
perceived considerably smaller than ours (approx. 50% smaller) The logos
must always be placed on opposite sides of the unit/application.

In collaboration with:
In collaboration with:

In collaboration with:
In collaboration with:

THe co-operation partner’s logos shall be
placed on opposite sides of the unit/app-
lication. If the logotypes are disturbed
by the background use a solid coloured
background.
Co-branding works best with two equal
partners. If there are more than three
parties involved, or if the relationships
between them are not equal, try using a
logo wall or other treatment instead.

Brand Guidelines 28
2.2 Co-Branding – general

Diakonia as a passenger – The design is 100% in the co-operation partners’

identity. Diakonia can be presented either with the logo and/or be men-
tioned in the copy. Diakonias logo follows valid guidelines and our logo
appears preferably together with an explanatory text such as ”In collabo-
ration with” or similar.

In collaboration with: In collaboration with:

In collaboration with:

Brand Guidelines 29
2.3 Co-branding – ACT Alliance

Diakonia is a member of the ACT Alliance, which is a global alliance for

church related organizations that work with development-, advocacy- or
humanitarian work. Under ACT Diakonia can co-ordinate their development
work and disaster relief with other organizations during major disasters.
Within ACT we also come together with other organizations in matters where
we want to influence decision makers of the world. To communicate our
membership in ACT, we have decided to partially implement ACT’s co-bran-
ding guidelines on selected printed materials/products, mainly external
communication material.

Due to technical/strategic conditions we have however decided not to follow

ACT’s guidelines to 100 % and refrain from communicating ACT on office
supplies, apart from a few exceptions, which are handled in accordance
with alternative 2.

In those cases, when co-branding with the ACT Alliance logo could create
significant risk, it is allowed to remove the logo/explanatory text from the
unit.

The complete Co-branding guidelines are available through our intranet.

Diakonia is a member of the

Diakonia is a member of the ACT Alliance

Alternative 1: Logo + explanatory Alternative 2: Explanatory text

text “byline”

Brand Guidelines 30
2.3 Co-branding – ACT Alliance

To facilitate the handling of various media and create flexibility, the logo
is available in different designs. It is available in color (red with black/
white text) and in black and white. Since red is ACT Alliance’s logo color,
the black and white logo should be used carefully and primarily when the
color option is not useful.

Logotype versions

Free zone

Avoid placing other graphics, text, etc close

to the logo. A good principle is to keep a free
zone, equal to 3/4 of the width of the letter
“a”, around the logo.

Smallest size allowed Explanatory text “byline”

Diakonia is a member of the

25 mm 15 mm
Regular logo Small logo
Smallest size allowed Smallest size allowed GT Walsheim Medium

Brand Guidelines 31
2.3 Co-branding – ACT Alliance

The clarity of the logo must always be optimal and this is why there are some
simple rules for placing the logo against a background – plain colour or an
image. Generally, the logo should be applied against white or light back-
grounds. Use the negative logo sparingly and never on red backgrounds.

Like this

NOT like this

Forbidden

Do not compress/expand the logo. Do not change the relationship Do not recreate the logo using a
between the parts of the logo. different typeface.

Do not use lines to build the logo. Do not add effects, for example
drop shadow, to the logo.

water
Do not add text to the logo. Do not create national, regional Do not change the
or local logos. orientation of the logo.

Brand Guidelines 32
2.3 Co-branding – ACT Alliance

How ACT Alliance is used at national forums – The text ACT (country)
Forum” is placed abovethe ACT Alliance logo. The forum’s member’s logos
are placed between the text and ACT’s logo. The ACT’s logo is recommended
a size that corresponds to 100 % of the width of the text “ACT (country)
Forum”. ACT’s logo maintains its standard colour.

ACT Zimbabwe Forum

Brand Guidelines 33
2.3 Co-branding – ACT Alliance

In order to ensure that it is always clear who the primary sender is – that
is Diakonia – a ratio as illustrated to the right is recommended. It is mainly
used in situations where both logos are displayed simultaneously, on the
same page. When the ACT Alliance logo is used by itself it should be pla-
ced at the bottom, or bottom right, of the print at hand.

Ratio

Diakonia is a member of the

100% equals approx. 65 %

Placing

The red “a” illustrates an appropriate distance to the

document edges.

Brand Guidelines 34
2.3 Co-branding – ACT Alliance

Alternative 1 – The logos must always be placed on opposite sides of the

units’ surface. If the ACT’s logo is placed separate from Diakonia’s logo
on the back of a product sheet, there is a little bit more flexibility. It must
however never compete with Diakonia as the main sender, while it must be pro-
minently visible.

Alternative 1: multi-page products/publications

Duis aute
irure dolor
Diakonia is a member of the

Cover Back page

Alternative 1: single-page products/publications

Diakonia is a member of the

Diakonia is a member of the

Diakonia is a member of the

Brand Guidelines 35
2.3 Co-branding – ACT Alliance

Alternative 2 – For office supplies, we have generally chosen to depart from

ACT’s official co-branding guidelines and do not communicate ACT. The decision
is based on given technical/strategic conditions within Diakonia’s organiza-
tion. Exceptions to this rule are a few units that may have an ACT connection,
for example single person’s business cards, press releases or folders. For these
units the slightly more neutral co-brandingspace in the form of a simple expl-
anatory text is used.

Alternative 2: explanatory text

Namn Namnsson
Titel titel
Diakonia

Diakonia

Diakonia

Box 14038, 167 14 Bromma

Gustavslundsvägen 18
Alviks torg, Bromma
08–453 69 00

diakonia@diakonia.se
www.diakonia.se Diakonia is a member of the ACT Alliance

Diakonia is a member of the ACT Alliance

Business card Leaflet

Brand Guidelines 36
3. Typography

Correct use of our fonts or typefaces is important to create recognition in

the materials we produce. To ensure a consistent image of Diakonia, we
use a limited number of typefaces. We have two identity typefaces for all
internal and external communication and one fallback typeface. Using these
consistently helps to clarify that we are the communicator.

Brand Guidelines 37
3.1 Identity typefaces

Our identity typefaces are GT Walsheim och Georgia.

GT Walsheim
Georgia

Brand Guidelines 38
3.1 Identity typefaces

Our identity typefaces are GT Walsheim and Georgia. GT Walsheim for

headlines and shorter body copy and Georgia for longer body copy.

AaBbCc
GT Walsheim Bold
For headlines and short
statements in larger sizes.

GT Walsheim Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ
abcdefghijklmnopqrstuvwxyzåäö
0123456789£$%&*()!?.,:;

AaBbCc
GT Walsheim Medium
For shorter body copy and
fact texts.

GT Walsheim Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ
abcdefghijklmnopqrstuvwxyzåäö
0123456789£$%&*()!?.,:;

AaBbCc
Georgia Regular
For longer body copy.

Georgia Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZÅ ÄÖ
abcdefghijklmnopqrstuvwxyzåäö
0123456789£$%&*()!?.,:;

Brand Guidelines 39
3.2 Fallback typefaces

For applications where GT Walsheim is unavailable (e-mails, letters,

power-points,etc.), use Arial. Use it the same way as you would use GT
Walsheim.

AaBbCc
Arial Bold
For headlines and short
statements in larger sizes.

Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ
abcdefghijklmnopqrstuvwxyzåäö
0123456789£$%&*()!?.,:;

AaBbCc
Arial Regular
For shorter body copy and
fact texts. Fallback för GT
Walsheim Medium.

Arial Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ
abcdefghijklmnopqrstuvwxyzåäö
0123456789£$%&*()!?.,:;

AaBbCc
Georgia Regular
For longer body copy.

Georgia Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZÅ ÄÖ
abcdefghijklmnopqrstuvwxyzåäö
0123456789£$%&*()!?.,:;

Brand Guidelines 40
3.3 Typographic examples

We use GT Walsheim as our typeface for all headlines, sub-heads and

shorter fact texts. We use Georgia for all body copy.

GT Walsheim
Bold 43 pt
The fight for
women’s rights
continues
GT Walsheim
Bold 18 pt
The fight for women’s rights
Around the world we can see how women’s freedom and
Georgia
rights are being limited. But we continue to fight for
Regular 11 pt
women’s rights! And the struggle continues every day.
Today is International Women’s Day and we want to
celebrate and applaud women standing up for women’s
rights! The fight continues!

GT Walsheim
Medium 13 pt
Give your support

Brand Guidelines 41
3.3 Fallback examples

We use Arial as our fallback typeface for all headlines, sub-heads and
shorter fact texts. We use Georgia for all body copy.

Arial Bold
43 pt
The fight for
women’s rights
continues
Arial Bold
18 pt
The fight for women’s rights
Around the world we can see how women’s freedom and
Georgia
rights are being limited. But we continue to fight for
Regular
11 pt women’s rights! And the struggle continues every day.
Today is International Women’s Day and we want to
celebrate and applaud women standing up for women’s
rights! The fight continues!

Arial Regular Give your support

13 pt

Brand Guidelines 42
4. Colours

Colours are an important part of our visual identity. A colour can signal
purity, pride, or safety. It can also signal that something is important and
should get our attention. As a main rule, always choose an appropriate
colour based on what you would like to achieve.

The colours of Diakonia are separated into two main categories – primary
colours and secondary colors. Colours vary depending on a number of
factors: whether they are printed as PMS or four-colour or if they are prin-
ted on coated or uncoated paper or if they are displayed on a computer
screen or embroidered on an item of clothing. To maintain as much uniformity
as possible, regardless of medium or technique, we have defined our colours
in a variety of different colour systems. Always use the Pantone colour
chart when deciding if a color has the right shade.

Brand Guidelines 43
4.1 About the colour system

Pantone or PMS is an international system used to select thousands of

colours. It is widely used by designers and printers. The colours are illustra-
ted in catalogues together with a mixing recipe.

Four-colour printing uses the four base colours cyan (C), magenta (M),
yellow (Y) and black (K). These are mixed in various proportions to achieve
the required colour. Do not forget that there may be variations in the colours
depending on whether the paper is coated or uncoated. Be very careful and
choose the right blend of colours for the paper selected.

NCS is a common system used mostly in Europe for around 1,500 colours.
The system is based on the properties of colour that the human eye can
readily detect. Paint retailers often use this system.

RGB is a system consisting of the three base colours red (R), green (G)
and blue (B). These are mixed in various proportions to achieve the re-
quired colour on a digital screen.

Brand Guidelines 44


4.2 Colour Palette

The colors of Diakonia are separated into two main categories – primary
colours and secondary colors.

Primary Colours

Text Black

PMS 293C PMS Blue 0821 C PMS 2173 C PMS 533 C

PMS 293U PMS Blue 0821 U PMS 299 U PMS 533 U
RGB 13/50/164 RGB 136/218/238 RGB 43/153/238 RGB 29/40/72
CMYK 100/75/0/0 CMYK 39/0/9/0 CMYK 82/12/0/0 CMYK 75/44/0/75
NCS S 3560-R80B NCS S 0540-B10G NCS S 1560-R90B NCS S 8010-R90B
HEX #0D32a4 HEX #88DAEE HEX #2B99EE HEX #1D2848

Secondary Colours Secondary Accent Colours

PMS 9080 C PMS 9400 C PMS 326 C PMS 2040 C

PMS 9080 U PMS 9400 U PMS 3262 U PMS 2040 U
RGB 239/239/223 RGB 230/240/240 RGB 13/166/148 RGB 225/36/93
CMYK 0/0/7/6 CMYK 9/0/6/0 CMYK 70/0/42/0 CMYK 0/93/46/0
NCS S 1002-G50Y NCS S 0510-R90B NCS S 2050-B60G NCS S 1070-R10B
HEX #EFEFDF HEX #E6F0F0 HEX #0DA694 HEX #E1245D

Brand Guidelines 45


4.3 Extended Colour Palette

In some cases, our primary and secondary colours need to be supplemented

with more tints. This is especially necessary when we present data in the form
of diagrams or graphics. Adding more colours to the palette means we risk
appearing too colourful and sprawling. Instead we have added tints of our ex-
isting colours, used in certain percentages. Note that these should not be used
as substitutes for our primary and secondary colours!

Examples of colour tints

50% 50% 50% 50% 50% 50%

With determined percentages of se-

lected primary and secondary colors
(50 percent), the palette becomes
more useful for graphics.

Brand Guidelines 46


4.4 Accessibility

Diakonia should be accessible to all. Therefore, we use colour combinations

with sufficient contrast. WCAG 2.0 (Web Content Accessibility Guidelines,
Level AA) is the standard to live up to.

WCAG 2.0 Level AA

BG #0D32A4 BG #E1245D BG #1D2848 BG #88DAEE BG #E6F0F0

FG #FFFFFF FG #FFFFFF FG #FFFFFF FG #0D32a4 FG #0D32A4
Ratio 10.41:1 Ratio 4.55:1 Ratio 14.49:1 Ratio 6.62:1 Ratio 9:1

BG #EFEFDF BG #E6F0F0 BG #EFEFDF

FG #0D32A4 FG #1D2848 FG #1D2848
Ratio 9:1 Ratio 12.48:1 Ratio 12.48:1

WCAG 2.0 Level AA with Large Text (>18pt)

BG #2B99EE BG #2B99EE BG #0DA694 BG #EFEFDF BG #E6F0F0

FG #FFFFFF FG #0D32A4 FG #FFFFFF FG #E1245D FG #E1245D
Ratio 3.05:1 Ratio 3.43:1 Ratio 3.04:1 Ratio 3.92:1 Ratio 3.92:1

Brand Guidelines 47


4.5 Colour usage

Lorem ipsum Lorem ipsum

dolor sit amet dolor sit amet

When using black text on lighter back- Bigger headlines can be used
grounds, use the ”text black” colour from with the logotype Blue against white
the colour palette instead of black. background.

Lorem ipsum Lorem ipsum

dolor sit amet dolor sit amet

Background in the logotype Blue, with white Background in logotype Blue colour,
text. All primary colours can be used as with text in lighter blue.
backgrounds with white text.

Lorem ipsum
dolor sit amet Around the world we can see how women’s freedom and
rights are being limited. But we continue to fight for
women’s rights! And the struggle continues every day.
Today is International Women’s Day and we want to

Lorem ipsum celebrate and applaud women standing up for women’s

rights! The fight continues!

dolor sit amet

Coloured headlines can be used on ima- Don’t use colour for longer body
ges, but choose colour carefully to ensure copy in Georgia.
good contrast against the background.

Brand Guidelines 48


4.5 Colour combinations

Black typography on light backgroounds

Lorem ipsum Lorem ipsum Lorem ipsum

dolor sit amet dolor sit amet dolor sit amet

White typography on coloured backgrounds

Lorem ipsum Lorem ipsum Lorem ipsum

dolor sit amet dolor sit amet dolor sit amet

Lorem ipsum Lorem ipsum

dolor sit amet dolor sit amet

Coloured headlines

Lorem ipsum Lorem ipsum Lorem ipsum

dolor sit amet dolor sit amet dolor sit amet

Lorem ipsum Lorem ipsum Lorem ipsum

dolor sit amet dolor sit amet dolor sit amet

Brand Guidelines 49


4.6 Donation and emergency

The magenta colour is used as a functional colour for donations and emer-
gency. For example for donation check-out process on our website or when
we communicate about donations. The colour are to be used very sparingly
and must not overpower the impression conveyed by our primary colours.

Donate

Emergency colouring

In connection with emer-

gency relief and disaster,

East Africa
we need to raise some
extra attention. We use the

hit by extreme magenta to create duotone

images that stands out in

drought East Africa

hit by extreme
drought
the crowd.

Brand Guidelines 50
5. Images

To create engagement, images are key. Diakonia’s imagery is rich and

musty color photography which highlight the individuals and their environ-
ment. We do not make a difference to donors or recipients. Energetic and
with big respect. We strive to avoid stereotypical photographs from deve-
loping countries, or photographs that reinforce common prejudices. Where
possible we avoid photos that show people in extreme and vulnerable situ-
ations. Instead we choose photographs that express hope, strength, vigour
pride and integrity.

Photographs are one of the most important elements of our communication

and so they are a natural part of our brand guidelines. Each photo should
have a clearly defined communicative purpose. Think about what you want
to put across, and choose the photograph accordingly. Permission should
always be obtained from people in the photographs, and they should be
named where possible, provided this does not expose them to danger. Make
sure to explain the context the photograph was taken in, and who took it.
Also bear in mind the gender aspect when choosing photographs.

A separate document about Diakonia’s policy on photography is avai-

lable on our intranet.

Brand Guidelines 51


5.1 Images

Images of proud and positive people. Rich, musty colour photography

which highlight the individuals and their environment.

Brand Guidelines 52


5.1 Images

We strive to avoid stereotypical photographs from developing countries, or

photographs that reinforce common prejudices. Where possible we avoid
photos that show people in extreme and vulnerable situations. Instead we
choose photographs that express hope, strength, vigour, pride and integrity.

Brand Guidelines 53


5.1 Images

We do not make a difference between donors or recipients. Key words are

eye contact, energy and a high degree of respect.

Brand Guidelines 54
6. Pattern

In the same way that a logo or colour is associated with a specific brand,
a pattern can achieve the same associations. Our own patterns consist of
two different designs, each in four different colour schemes. Different co-
lour schemes allow us to vary, while maintaining a consistent look. Unlike
photos, vector elements like these patterns can be used at any scale, can
be screen printed or embroidered. Use these patterns carefully, well balan-
ced and combine with one-colour backgrounds and photography.

Brand Guidelines 55


6.1 Pattern

Both patterns are available in four different colour schemes and can be
subtle, colourful or expressive.

Example of applications

Brand Guidelines 56


6.2 Pattern – Arches

The pattern called ”Arches” is available in four different colour schemes.

Arches

For Print
Diakonia_Arches_Deepblue_CMYK.pdf
Diakonia_Arches_Vividblue_CMYK.pdf
Diakonia_Arches_Lightblue_CMYK.pdf
Diakonia_Arches_Multicoloured_CMYK.pdf

For digital applications

Diakonia_Arches_Deepblue_RGB.pdf
Diakonia_Arches_Vividblue_RGB.pdf
Diakonia_Arches_Lightblue_RGB.pdf
Diakonia_Arches_Multicoloured_RGB.pdf

Pattern with text or logotype

If you you want to place text
on top of the pattern only use:
Diakonia_Arches_Deepblue_CMYK.pdf

Brand Guidelines 57


6.3 Pattern – Arrows

The pattern called ”Arrows” is available in four different colour schemes.

Arrows

For Print
Diakonia_Arrows_Deepblue_CMYK.pdf
Diakonia_Arrows_Vividblue_CMYK.pdf
Diakonia_Arrows_Lightblue_CMYK.pdf
Diakonia_Arrows_Multicoloured_CMYK.pdf

For digital applications

Diakonia_Arrows_Deepblue_RGB.pdf
Diakonia_Arrows_Vividblue_RGB.pdf
Diakonia_Arrows_Lightblue_RGB.pdf
Diakonia_Arrows_Multicoloured_RGB.pdf

Pattern with text or logotype

If you you want to place text
on top of the pattern only use:
Diakonia_Arrows_Deepblue_CMYK.pdf

Brand Guidelines 58


6.4 Patterns – Repetition

If needed, the pattern can be repeated, proportionally on all sides.

Brand Guidelines 59
7. Pictogram

Our pictograms helps us highlight and separate information in digital and

printed communication.

Brand Guidelines 60


7.1 Pictogram

Our pictograms are only to be used with the correct message and are avai-
lable both for print (CMYK) and screen use (RGB).

Example of pictograms

Gender equality Human rights Social and economic justice

Conflict and justice Sustainable development Human rights

and climate justice

Tax avoidance Gift/Donations Democracy

Brand Guidelines 61
8. On-screen graphics

All of Diakonia’s films must follow the general design guidelines to reinforce
our identity. On the following pages are some guidelines about the correct
usage of our logotype, our typography, colours and design elements when
we are producing fim material for digital channels such as Youtube, Face-
book and Instagram.

Brand Guidelines 62


8.1 On-screen graphics

Name Name Mithika Mwenda

City, Country Pacja, Kenya

Watermark logo and text

Throughout the film a smaller negative logotype
symbol is placed in the upper left corner. Name-
plates in GT Walsheim can be used in different
colours from our palette. But choose colour careful
to avoid contrast issues.

Jackson Mbaki Jackson Mbaki

Jordbrukare, Kenya Jordbrukare, Kenya

Innan vi lärde oss att odla med odlingsgropar hade vi Innan vi lärde oss att odla med odlingsgropar hade vi
knappt med mat. Nu går vi inte hungriga längre. knappt med mat. Nu går vi inte hungriga längre.

Subtitle
The subtitle in GT Walsheim is placed on a
transparent dark strip.

Brand Guidelines 63


8.1 On-screen graphic

Lukulu ligger nio Lukulu ligger nio

timmars resa från timmars resa från
Zambias huvud- Zambias huvud-
stad Lusaka. stad Lusaka.

Men tack vare Men tack vare

lokalradion får de lokalradion får de
information på det information på det
egna språket lozi. egna språket lozi.

Bigger text on top of images

To communicate a message or a story during the
film we can use bigger text on top of the images.
Always use negative text, some words can be high-
lighted to enhance and clarify the story. Some ima-
ges may need a dark transparent overlay to create
a good contrast.

Brand Guidelines 64


8.1 On-screen graphic

Diakonia stödjer eldsjälar Du kan också vara med

som vill förändra världen. och förändra världen.
Ge en gåva på Pg 90 33 04 – 4

Final sequences
In the end of a film we use GT Walsheim for mes-
sages, negative or positive text on coloured back-
grounds (see colour combinations on p.49).

Anmäl dig
– bli månadsgivare!

Pattern Last image

It is possible to use the pattern as a background. We use a large scale logo as our last image. Use in
positive or negative, dependent on the background.

Brand Guidelines 65


9. Visual Overview
Logotype

Typography Headline Body copy

Aa
GT Walsheim Bold
GT Walsheim Bold
ABCDEFGHIJKLMNOPQRS
abcdefghijklmnopqrstuvw
Georgia
ABCDEFGHIJKLMNOPQRS
0123456789£$%&*()!?.,:; abcdefghijklmnopqrstuvw

The fight for GT Walsheim Medium

0123456789£$%&*()!?.,:;

women’s rights ABCDEFGHIJKLMNOPQRS

continues
abcdefghijklmnopqrstuvw
0123456789£$%&*()!?.,:;

Colour Palette

PMS 293 C PMS Blue 0821 C PMS 2173 C PMS 533 C PMS 9080 C PMS 9400 C PMS 326 C PMS 2040 C
PMS 293 U PMS Blue 0821 U PMS 299 U PMS 533 U PMS 9080 U PMS 9400 U PMS 3262 U PMS 2040 U
RGB 13/50/164 RGB 136/218/238 RGB 43/153/238 RGB 29/40/72 RGB 239/239/223 RGB 230/240/240 RGB 13/166/148 RGB 225/36/93
CMYK 100/75/0/0 CMYK 39/0/9/0 CMYK 82/12/0/0 CMYK 75/44/0/75 CMYK 0/0/7/6 CMYK 9/0/6/0 CMYK 70/0/42/0 CMYK 0/93/46/0
NCS S 3560-R80B NCS S 0540-B10G NCS S 1560-R90B NCS S 8010-R90B NCS S 1002-G50Y NCS S 0510-R90B NCS S 2050-B60G NCS S 1070-R10B
HEX #0D32a4 HEX #88DAEE HEX #2B99EE HEX #1D2848 HEX #EFEFDF HEX #E6F0F0 HEX #0DA694 HEX #E1245D

Images Patterns

Arches Arrows

Pictogram

Brand Guidelines 66
10. Applications

This section provides inspiration and guidance in producing material for

Diakonia.

If you have any questions, please contact the person responsible for marke-
ting or anyone at the kommunikation department of Diakonias Head Office

Brand Guidelines 67


10.1 Website

Brand Guidelines 68


10.2 Roll-up

Brand Guidelines 69


10.3 T-shirt

Brand Guidelines 70
10.3 Totebag

Brand Guidelines 71


10.4 Leaflet

Brand Guidelines 72


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ate con eriure ea feum zzril irilisl et utat,

olorem nos nulla feuguercip ea consed

Fax
Phone
Visit

Address
+46 (0)8 453 69 29
+46 (0)8 453 69 00
Starrbäcksgatan 11
Sweden
SE–172 99 Sundbyberg
diakonia.se/english
10.5 Stationary

www.diakonia.se
diakonia@diakonia.se

08–453 69 00
Alviks torg, Bromma
Gustavslundsvägen 18
Box 14038, 167 14 Bromma

Titel titel
Namn Namnsson
Diakonia

Maria Johnson
Kungsgatan 37
SE-123 56 Stockholm
Sweden

Stockholm 2008-11-01

Hej!

Georgia 9/14 pt, vendit lorerostinim amet lorer sumsandipit ver secte modolent
at inismolor si. Ex eum iriuscilis adit prat. Periliquat, commolum vulla consed t
etue ex ex eu feuis aut aliquis er sequatu msandre magnisis euisit praesent dol
ex exer adionsent nulput vel dunt aliquip et alismod olorem nos nulla feuguer
dolore duissi bla feugait, core eraesequisit iriliqu issectet, consed modions end
aliquat numsandipit acing et alit adio dolortissed dignis. Ros augait, vendit lore

Diakonia lorer sumsandipit ver secte modolent irit atie esectet at inismolor si. Ex eum ir
prat. Periliquat, magnisis consed euguerit am inim quisl in esequipsum nim ing
doloreet venisl eniam dolum vel utpat. Is at. Ectem non utpat aliquis ea faci blan
Namn Namnsson

Diakonia
consenissi enim duismodolor ipsum aut ute del del ut nim ipsum duis ate con

Titel titel
zzril irilisl et utat, consenisl eriuscidui blandreetum vel dit ipsustrud eugiam vel

Diakonia Ros augait, vendit lorerostinim amet lorer sumsandipit ver secte modolent irit
inismolor si. Ex eum iriuscilis adit prat. Periliquat, magnisis consed euguerit am
Box 14038,
esequipsum 167enim
nim ing eros 14 Bromma
am doloreet venisl eniam dolum vel utpat. Is a
Gustavslundsvägen
utpat aliquis ea faci blandip suscil do18
consenissi enim duismodolor ipsum aut u
ipsum Alviks
duis ate con eriure
torg, ea feum zzril irilisl et utat, consenisl eriuscidui blandre
Bromma
Diakonia sustrud eugiam velent lutpat. Ectem non utpat aliquis ea faci blandip suscil do c
08–453 69 00
duismodolor ipsum aut ute del del ut nim ipsum duis ate con eriure ea feum zzr
consenisl eriuscidui blandreetum vel dit ipsustrud eugiam velent lutpat.
diakonia@diakonia.se
www.diakonia.se
Best regards
Namn Efternamn

Namn Namnsson
Titel titel

Diakonia

Diakonia

Diakonia
Box 14038, 167 14 Bromma
Gustavslundsvägen 18
Alviks torg, Bromma
08–453 69 00

diakonia@diakonia.se
www.diakonia.se
Sweden
SE-123 56 Stockholm
Kungsgatan 37
Maria Johnson
Namn Efternamn
Best regards

consenisl eriuscidui blandreetum vel dit ipsustrud eugiam velent lutpat.

duismodolor ipsum aut ute del del ut nim ipsum duis ate con eriure ea feum zzril irilisl et utat,
sustrud eugiam velent lutpat. Ectem non utpat aliquis ea faci blandip suscil do consenissi enim
ipsum duis ate con eriure ea feum zzril irilisl et utat, consenisl eriuscidui blandreetum vel dit ip-
utpat aliquis ea faci blandip suscil do consenissi enim duismodolor ipsum aut ute del del ut nim
esequipsum nim ing eros enim am doloreet venisl eniam dolum vel utpat. Is at. Ectem non
inismolor si. Ex eum iriuscilis adit prat. Periliquat, magnisis consed euguerit am inim quisl in
Ros augait, vendit lorerostinim amet lorer sumsandipit ver secte modolent irit atie esectet at

zzril irilisl et utat, consenisl eriuscidui blandreetum vel dit ipsustrud eugiam velent lutpat.
consenissi enim duismodolor ipsum aut ute del del ut nim ipsum duis ate con eriure ea feum
doloreet venisl eniam dolum vel utpat. Is at. Ectem non utpat aliquis ea faci blandip suscil do
prat. Periliquat, magnisis consed euguerit am inim quisl in esequipsum nim ing eros enim am
lorer sumsandipit ver secte modolent irit atie esectet at inismolor si. Ex eum iriuscilis adit
aliquat numsandipit acing et alit adio dolortissed dignis. Ros augait, vendit lorerostinim amet
dolore duissi bla feugait, core eraesequisit iriliqu issectet, consed modions endreet, sed ea
ex exer adionsent nulput vel dunt aliquip et alismod olorem nos nulla feuguercip ea consed
etue ex ex eu feuis aut aliquis er sequatu msandre magnisis euisit praesent doloreet aliqui
at inismolor si. Ex eum iriuscilis adit prat. Periliquat, commolum vulla consed tem verillaorem
Georgia 9/14 pt, vendit lorerostinim amet lorer sumsandipit ver secte modolent irit atie esectet

Hej!

Stockholm 2008-11-01

Maria Johnson
Kungsgatan 37
SE-123 56 Stockholm
Sweden

Stockholm 2008-11-01
Fax
Phone
Visit

Address

Maria Johnson
Kungsgatan 37 Hej!
SE-123 56 Stockholm
+46 (0)8 453 69 29
+46 (0)8 453 69 00
Starrbäcksgatan 11
Sweden
SE–172 99 Sundbyberg
diakonia.se/english

Sweden
Georgia 9/14 pt, vendit lorerostinim amet lorer sumsandipit ver secte modolent irit atie esectet
at inismolor si. Ex eum iriuscilis adit prat. Periliquat, commolum vulla consed tem verillaorem
etue ex ex eu feuis aut aliquis er sequatu msandre magnisis euisit praesent doloreet aliqui
Stockholm 2008-11-01 ex exer adionsent nulput vel dunt aliquip et alismod olorem nos nulla feuguercip ea consed
dolore duissi bla feugait, core eraesequisit iriliqu issectet, consed modions endreet, sed ea
Hej! aliquat numsandipit acing et alit adio dolortissed dignis. Ros augait, vendit lorerostinim amet
Georgia 9/14 pt, vendit lorerostinim amet lorer sumsandipit ver secte modolent irit atie esectet
lorer sumsandipit ver secte modolent irit atie esectet at inismolor si. Ex eum iriuscilis adit
at inismolor si. Ex eum iriuscilis adit prat. Periliquat, commolum vulla consed tem verillaorem prat. Periliquat, magnisis consed euguerit am inim quisl in esequipsum nim ing eros enim am
etue ex ex eu feuis aut aliquis er sequatu msandre magnisis euisit praesent doloreet aliqui
doloreet venisl eniam dolum vel utpat. Is at. Ectem non utpat aliquis ea faci blandip suscil do

Dia
ex exer adionsent nulput vel dunt aliquip et alismod olorem nos nulla feuguercip ea consed

Diakonia
dolore duissi bla feugait, core eraesequisit iriliqu issectet, consed modions endreet, sed ea consenissi enim duismodolor ipsum aut ute del del ut nim ipsum duis ate con eriure ea feum
aliquat numsandipit acing et alit adio dolortissed dignis. Ros augait, vendit lorerostinim amet zzril irilisl et utat, consenisl eriuscidui blandreetum vel dit ipsustrud eugiam velent lutpat.
lorer sumsandipit ver secte modolent irit atie esectet at inismolor si. Ex eum iriuscilis adit
prat. Periliquat, magnisis consed euguerit am inim quisl in esequipsum nim ing eros enim am
doloreet venisl eniam dolum vel utpat. Is at. Ectem non utpat aliquis ea faci blandip suscil do Ros augait, vendit lorerostinim amet lorer sumsandipit ver secte modolent irit atie esectet at

Diakonia
consenissi enim duismodolor ipsum aut ute del del ut nim ipsum duis ate con eriure ea feum inismolor si. Ex eum iriuscilis adit prat. Periliquat, magnisis consed euguerit am inim quisl in
zzril irilisl et utat, consenisl eriuscidui blandreetum vel dit ipsustrud eugiam velent lutpat.
esequipsum nim ing eros enim am doloreet venisl eniam dolum vel utpat. Is at. Ectem non
Ros augait, vendit lorerostinim amet lorer sumsandipit ver secte modolent irit atie esectet at utpat aliquis ea faci blandip suscil do consenissi enim duismodolor ipsum aut ute del del ut nim
inismolor si. Ex eum iriuscilis adit prat. Periliquat, magnisis consed euguerit am inim quisl in ipsum duis ate con eriure ea feum zzril irilisl et utat, consenisl eriuscidui blandreetum vel dit ip-
esequipsum nim ing eros enim am doloreet venisl eniam dolum vel utpat. Is at. Ectem non
utpat aliquis ea faci blandip suscil do consenissi enim duismodolor ipsum aut ute del del ut nim
sustrud eugiam velent lutpat. Ectem non utpat aliquis ea faci blandip suscil do consenissi enim
ipsum duis ate con eriure ea feum zzril irilisl et utat, consenisl eriuscidui blandreetum vel dit ip- duismodolor ipsum aut ute del del ut nim ipsum duis ate con eriure ea feum zzril irilisl et utat,
sustrud eugiam velent lutpat. Ectem non utpat aliquis ea faci blandip suscil do consenissi enim consenisl eriuscidui blandreetum vel dit ipsustrud eugiam velent lutpat.
duismodolor ipsum aut ute del del ut nim ipsum duis ate con eriure ea feum zzril irilisl et utat,
consenisl eriuscidui blandreetum vel dit ipsustrud eugiam velent lutpat.

Best regards
Namn Efternamn
Best regards
Namn Efternamn
Diakonia Dia
Address SE–172 99 Sundbyberg
Sweden
Visit Starrbäcksgatan 11
Phone +46 (0)8 453 69 00
Fax +46 (0)8 453 69 29 Address SE–172 99 Sundbyberg
diakonia.se/english
Sweden
Visit Starrbäcksgatan 11
Phone +46 (0)8 453 69 00
Fax +46 (0)8 453 69 29
diakonia.se/english

Diakonia
Brand Guidelines Diakonia Diakonia Diakonia
73


10.6 PowerPoint

Brand Guidelines 74


10.7 Digital newsletter

Brand Guidelines 75


10.8 Fact sheet / Project sheet

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dolor sit amet
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Brand Guidelines 76