Brand

visual
guidelines

User guide
January 2022
 Welcome

Dear Colleague,

Welcome to the SOS Children’s Villages Brand Visual Guidelines. These guidelines
are one of the key outcomes of the 2018–2021 Brand Refresh Project; they have
been crafted with much care and we are excited to share them with you!

Our brand reflects the people we work with, the context and work we do
locally, and the values we stand for. As a federation, we are here to ensure
that the voices of children without or at risk of losing parental care are heard,
everywhere. The visual identity strives to strengthen our brand both globally
and locally so we can better amplify, empower and support those voices. To
that end, it provides a framework for global consistency while still encouraging
local adaptation. It is an effective and efficient, yet optional resource for
member associations.

If you have questions or want help with a design challenge, please reach out to
us. We are here to support you.

With warm regards,

The Global Branding Team

brand@sos-kd.org
 Brand positioning

Our brand positioning statements capture the essence of who we are as an

organisation, forming the strategic framework that guides our messaging and
visual identity.

Our belief

Truly bonding with a child has the power

to change the world.

Our purpose

To ensure each child and young person grows up with the

bonds they need to become their strongest selves.

Our differentiator

We go beyond the basic needs, focusing on the trust

and warmth of strong human connections.
The brand framework Brand visual guidelines | 4

Binding documents

Our global brand is what binds us as a Federation. It informs and

inspires people around the world to stand up for children and young
people without parental care or at risk of losing it. We have two binding
documents, the Brand foundation and the Brand regulation, the content
of which is mandatory for all member associations. Our 4 brand user
guides complement these documents and help bring the brand to life
with a framework that can be used at every member associations own
discretion. They can be downloaded from the Global Brand Sharepoint:
https://soscv.sharepoint.com/sites/WS_000077.

Brand foundation Brand regulation

Non-binding documents

Coming soon Coming soon

Brand visual guidelines Image and video guidelines Verbal messaging guide Social media guide
Brand visual style Brand visual guidelines | 5

At SOS Children’s Villages, we do whatever it takes to

ensure that each child and young person grows up with
the bonds and healthy relationships they need to become
their strongest selves and thrive in the future. Our brand
visual style brings this to life through the interplay of
bold and soft elements that create a sense of depth. This
illustrates both the hardships and the beautiful growth
experienced by children and young people as they build
deep relationships throughout their journey to adulthood.

The finishing touch of this visual foundation is our iconic

speech bubble – a special shape derived from the curves
of our historic logo. It embodies our commitment to being
a voice for – and giving a voice to – all children and young
people who have lost or are at risk of losing parental
care. We are here to support them and to make sure their
voices are heard through whatever means is best adapted
to their individual needs.
Brand snapshot Brand visual guidelines | 6
Brand snapshot Brand visual guidelines | 7
Brand snapshot Brand visual guidelines | 8
Design principle: Flexibility Brand visual guidelines | 9

Flexibility
The brand visual style is composed of graphic elements that can be
combined in a flexible and playful manner to meet the needs of any
design format. There is no single “right way” to combine these elements
– the rules provided in this document are simply there to ensure that
each element remains recognizable no matter how it is used. As long as
that is achieved, member associations and designers are encouraged to
experiment, create and innovate.
Design principle: Anchoring Brand visual guidelines | 10

Anchoring
Design elements and imagery are almost always
anchored to the edge of a page or to the intersections
of background color blocks, giving our brand a sense of
grounded stability.
Design principle: Depth Brand visual guidelines | 11

Depth
Our brand communicates a sense of visual depth through
Background white
the interplay of layered graphic elements and subtle drop
shadows. This helps to bring the deep, holistic nature of
our work to life.

Photo

Bubble

Line

Colour block, Logo

Brand blue 20%
Design principle: Curvature Brand visual guidelines | 12

Curvature
Our consistent use of rounded design elements helps to
balance those with sharp edges. This creates a playful
paradox between notions of bold and soft, reflecting the
structure and warmth we create in our work.
Design principle: Asymmetry Brand visual guidelines | 13

Asymmetry
The thoughtful use of asymmetrical margins and
compositions throughout our brand helps to show how we
embrace life’s imperfections and dare to think differently.
 Brand visual guidelines | 14

This document is meant to be comprehensive and detailed in nature.

Everyday users of the brand are invited to use the many pre-designed
templates and graphic elements available in the graphic elements library
on MediaBox.

As explained in the Brand Foundation, member associations are

restricted to the use of one primary colour and one accent colour in their
branding. Throughout this document, guidelines are presented using the
recommended colour combination: blue as the primary colour with red
as the secondary colour. However, the brand style was designed with all
potential colour combinations in mind and can easily be translated into
alternative combinations according to a member association’s needs.

For information on guidelines for alternative colour combinations, please

see Annex I: Colours.
 Brand visual guidelines | 15

Guidelines
The brand visual guidelines are designed to be flexible and adaptive. They provide
many graphic elements that can be combined in a variety of ways to accomodate
the needs of different formats. There is no one way of combining these elements,
and they do not all have to be used at the same time. This document provides
many examples that are meant to inspire creativity.
Brand toolkit Brand visual guidelines | 16

The SOS Children’s Villages brand visual style is created using a toolkit of graphic elements that can be combined in a variety of ways
to achieve a consistent brand look and feel in any communications format. These elements are briefly defined below, and are further
explained on the pages that follow.

Logo Emblem Bubble Fonts Margin Line Colours

Our official brand Our heritage Our signature A modern, warm A daring A line that creates A playful colour
logo emblem graphic device font family asymetrical margin stability combination

Layering Icons Text Box Curves Cards Photos Data

Dynamic layers Icons that bring A special call out Bubble-inspired Bubble-inspired Our bold photo Charts, graphs,
that create depth our emblem to life for important text backgrounds text boxes language maps and tables
Contents Brand visual guidelines | 17

Logo 20 Fonts 43
Elements & versions 21 Brand fonts 44
Margins, size & orientation 22 General font rules 45
Variations & alterations 23 Titles 46
Negative logo rules 24 Sub-titles 47
Positive logo rules 25 Body font 48
Sub-branding & framing 26 Call out numbers 49
Multiple partner logos 27 Quotes 50
Bullet points 51

Emblem 28
Rules 29
Margin 52
Construction Asymmetry 53
30
Crossing 54

Bubble 31
The standard shape 32 Line 55
Extending the bubble 33 Title line 56
Anchoring the bubble 34 Separator line 57
Text margins 36
Colours & fills 37
Opacity 39
Faces 40
Overuse 41
The outline bubble 42 Colours 58
Ratio of colours 59
Data colour palette 60
Background colours 62
Codes 63
Quick references 64
Contents Brand visual guidelines | 18

Layering 67 Cards 87
Examples 68 Corners & shadows 88
Alternative card styles 89

Icons 70 Photos 90
Categories 71 Anchoring 95
The social meanings 72 Best practices 96
Colours 73 Drawings 97
Size 74 Sensitive topics 98
Symbols & people 75 Drawings best practices 99
Symbol icon creation 76 Complex shapes 100
People icons 78

Data 101
Text box 80 Circular charts 102
Rules 81 Timelines 103
Horizontal charts 104
Vertical charts 105
Other representations 106
Additional card styles 107
Maps 108
Basic table style 109
Advaced table style 110
Curves 82
Background curve 83
Placing the curve 84 Illustrations

?
Rules & exceptions 85 Coming soon!
Photo curve 86
Contents Brand visual guidelines | 19

Annex I: Colour 111 Inspiration 127

Supplementary guidelines for
member associations whose
primary colour is not blue.

Annex II: Margins 115 Useful links 133

Supplementary guidelines
pertaining to margin
measurements

Annex III: Special 124

shape
Supplementary guidelines for
the use of a special, bubble
inspired shape.
Logo Brand visual guidelines | 20

Summary
The SOS Children’s
Villages logo identifies
the organization, creating
visual unity worldwide.
It is available in both a
negative and a positive
version which can be used
interchangeably.

Section contents
- Logo elements
- Logo versions
- Margins, size & orientation
- Logo variations
- Logo alterations
- Negative logo rules
- Positive logo rules
- Framing the logo
- Sub-branding, events &
partnerships
Logo | Elements & versions
Logo elements
The logo consists of the emblem (A) and word name (B). The
word name (B) is depicted in Helvetica Neue Lt Std font which
is exclusively used for the logo – it is not used elsewhere in
the brand. The logo can be translated into the representative
language of a country and, in languages where it is possible,
should always be written in capital letters.
(A) emblem (B) word name
Brand visual guidelines | 21
Logo versions
Though a three-line version of the logo exists, it is
recommended that member associations use only the two-
line word name logo without adding a country descriptor
or other additions. This enhances legibility by reducing
visual complexity and reinforces our global voice with a
consistent and recognizable symbol.
If local context requires the addition of the country name,
the country name can be added.
Recommended
Only if needed
COUNTRY X
 Logo | Margins, size & orientation Brand visual guidelines | 22

Margins, size & orientation

The logo should always be surrounded by a margin of empty
space to ensure a high degree of visibility and legibility. It
is recommended that the logo (emblem + word name) be
surrounded by a margin of empty space equal to the size of
the emblem. The minimum margin of empty space around
the logo must never be less than the emblem’s width,
horizontally nor half of the emblem’s height, vertically.
The minimum margin must always be respected. It must
not be decreased, but may, on the other hand, be enlarged.
The size of the logo should always be optimally adjusted
relative to the overall structure of a composition and it
must always be used horizontally: the logo must not be
rotated.

Recommended Don’t

X X X

X Only if needed Don’t

1/2Y

Y
1/2Y

X X X
Logo | Variations & alterations Brand visual guidelines | 23

Logo variations Logo alterations

The logo exists in both a positive (A) and a negative (B)
version which may be used interchangeably for internal
and external purposes. The logo should always be
reproduced in high quality to ensure that it is legible.
The logo must never be re-created by adding a line or
by changing the typeface. The complete logo must be
consistent (all positive or all negative) and there must be
no colour combinations, filters, gradients, shadows or
transparency applied to the logo.

A. Positive Don’t

COUNTRY X

SOS VILLAGES
B. Negative D'ENFANTS
Logo | Negative logo rules
Negative logo rules
The negative logo is white and must not be changed to
any other colour. It may be placed on any background
with sufficient contrast to support legibility, including:
dark colours, a member association’s primary colour, or a
suitable photo background.
Recommended
Brand visual guidelines | 24
Incorrect negative logo use
The negative logo may not be placed on backgrounds
that fail to provide sufficient contrast to support legibility.
This includes light photos and colours as well as the 20%
version of a member association’s primary colour.
Don’t
Logo | Positive logo rules Brand visual guidelines | 25

Positive logo rules Incorrect uses of the positive logo

The positive logo must be used in a member association’s
primary brand colour or, when necessary, in black (e.g. in
black and white printing). The positive logo should only be
used on a white background or on the 20% version of a
member association’s primary colour.
The positive logo may not be filled with any other colours
than those shown on the left. Also, it may not be used on
top of a picture, nor on any other background colour than
white or 20% of a member association’s primary colour.

Recommended Don’t

White

20%

Only if needed
Logo | Sub-branding & framing Brand visual guidelines | 26

Sub-branding, events and partnerships

At times, the logo will need to be displayed alongside the
logos of SOS Children’s Villages sub-brands, events and
partners. In these cases, the positive logo should be displayed
beside the additional logo(s), separated by a dark blue bar. The
negative logo can also be used with a white bar when needed
Framing the logo
to achieve contrast with the background of a composition.
Though the Guidelines prefer use of the positive and
negative versions of the logo without a frame, it is
Recommended sometimes necessary to display the logo inside of a frame
to ensure legibility. In such cases it is recommended that the
negative logo be used on a solid rectangular background
Additional
logo filled with a member association’s primary colour. When a
framed logo is displayed beside an SOS Children’s Villages
sub-brand, event or partner logo, it does not require a dark
blue separator line.

Recommended
Logo | Multiple partner logos Brand visual guidelines | 27

Multiple partner logos

When using the SOS Children’s Villages logo alongside partner logos, remember that it is never aceptable to alter our logo to conform
to another brand’s style or color. Instead, work with a design professional to find a solution that preserves the integrity of both brands.
When using our logo in combination with multiple partner logos, use your best judgement for where to place our logo, based on the
relationship or intitiative you are representing.

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Emblem Brand visual guidelines | 28

Summary
The brand emblem was
designed by Gustav
Sonnewend in the early
years of SOS Children’s
Villages. The symbolism of
the emblem includes: the
frame which represents
protection and security;
the line which represents
stability and reliability;
the tree which represents
growing up and hope; and
the children who represent
siblings, community and
belonging.

Section contents
- The logo & the emblem
- Anchoring the emblem
- Emblem construction
Emblem | Rules Brand visual guidelines | 29

The logo & the emblem Anchoring the emblem

Our brand does not have enough global When it is possible in a composition, the
recognition for the stand-alone emblem to emblem should straddle the edge of a
be used in place of our full word name logo. background element such as the side of a
As such, the official logo, or at minimum the photo or colour box. This helps to create a
word name, should always be used at least sense of depth and anchored stability in the
once at the beginning of all communications to brand style. The emblem can straddle both
establish the source of a message. Thereafter, horizontal and vertical elements, but in either
the emblem can be used liberally as a stand- case, it should be centered.
alone design element. For example, the cover
of a brand publication should feature the official
logo, but the stand-alone emblem could be
used on interior pages. Alternatively, a social
media post might automatically display the
brand name, eliminating the need to display the
full logo, altogether.
Emblem | Construction Brand visual guidelines | 30

Emblem construction Member association’s

When used as a stand-alone element, primary colour

the emblem should always be filled with

Black outer glow
a member association’s primary colour
– the figures inside should be filled with White
white. Similar to the bubble, it always
receives a soft black outer glow which
helps to create a sense of depth.

Advanced: outer glow construction

The settings below achieve a consistent
appearance across the Adobe products:

Effect: Outer glow | Blending: Multiply

InDesign: Opacity: 35% | Size: 1 mm
Illustrator: Opacity: 25% | Blur: 0.8 mm
Photoshop: Opacity: 10% | Size: 30 px
Bubble Brand visual guidelines | 31

Summary
The brand bubble is our
signature shape that
strengthens our global
brand recognition. It is
inspired by the curves of
the emblem, transformed
into a speech bubble that
represents the voices of
those we serve. It is meant
to be used playfully – but
don’t overuse it.

Section contents
- The standard shape
- Respecting the bubble
- Extending the bubble
- Anchoring the bubble
- Text margins
- Bubble colours & fills
- The bubble & faces
- Overusing the bubble
- The outline bubble
 Bubble | The standard shape Brand visual guidelines | 32

12.5 cm

7 cm
7 cm Standard Rotate 180° Rotate 90°

Only for interior

pages and
presentations
Standard shape
Mirror Distort
The bubble’s standard shape and
dimensions are shown above. This
should be used as a base for all designs
that incorporate the bubble.

Respecting the bubble 2x

<2x
Extend height
As our brand’s signature shape, the by more than 2x

bubble must be used in a consistent

manner to ensure it is always
recognizable. It should never be rotated Extend height
by 90°, distorted or extended by more by up to 2x

than 2x its normal height.

Bubble | Extending the bubble Brand visual guidelines | 33

Extending the bubble

The standard bubble shape can be
enlarged to any size. The height of the
bubble can be extended by a maximum
of two times its normal height. The
adjacent instructions describe how to
extend the height of the bubble.

1. Place the standard bubble shape 2. Enlarge to desired width with the proportion
locked

3. Extend only the top edge. Be sure that the 4. Final layout
curve is not altered by this process.
Bubble | Anchoring the bubble Brand visual guidelines | 34

Anchoring the bubble

The bubble should always be anchored to another element of design within a composition – it should never be left to float around on
its own as this creates a feeling of instability. This seemingly small detail has an important impact on the overall look and feel of the
brand style. It helps to ensure that elements are layered together dynamically, while creating a sense of grounded stability. The bubble
can be anchored to almost anything including: a line; the edge of a photo, page or colour box; and even to another bubble.

Anchored to a line Anchored to any edge of a photo

Unanchored bubble

Unanchored bubble on
a photo background
Bubble | Anchoring the bubble Brand visual guidelines | 35

Anchoring the bubble, continued

Anchored to any outer edge of a page Anchored to any edge of a colour box Anchored to another bubble

The smaller bubble

has no shadow
Bubble | Text margins Brand visual guidelines | 36

Text margins
Follow the guidelines below to measure margins for text placed inside of the bubble.
Text always aligns to the straight edge of the bubble.

y = width divided by 10 y y x 1.5

y x 1.5
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y x 2.3 Text always

aligns to
straight edge

1 2 3 4 5 6 7 8 9 10
Bubble | Colours & fills Brand visual guidelines | 37

Bubble colours & fills

The bubble can be filled with a member association’s primary colour (preferred), the 20% tint of that colour, white or a photo. When
filled with a colour, it should always have a soft, black outer glow. When filled with a photo, it should never have a soft black outer glow.

Recommended

Preferred

Always has a shadow No shadow

With one exception (see page 28)

Advanced: Shadow construction

The settings below achieve a consistent InDesign: Opacity: 35% | Size: 1 mm
appearance across the Adobe products: Illustrator: Opacity: 25% | Blur: 0.8 mm
Effect: Outer glow | Blending: Multiply Photoshop: Opacity: 10% | Size: 30 px
Bubble | Colours & fills Brand visual guidelines | 38

Bubble colours & fills

Do not fill the bubble with unauthorized colours, gradients, drawings or textures.

Don’t

Unauthorized colours Gradients Drawings Textures

Bubble | Opacity Brand visual guidelines | 39

The bubble and opacity

The bubble should always be used at 100% opacity to ensure it maintains its bold, recognizable character.

Recommended Don’t

Do use the bubble Don’t use the bubble

with 100% opacity with transparency
Bubble | Faces Brand visual guidelines | 40

The bubble and faces

Our brand should never cover up or overpower the people depicted in our photography; be careful to leave ample space between bubbles
and people’s faces. The bubble should never cover a person’s face – even partially – and should never feel overbearing or too close.

Recommended Don’t Don’t

Do leave ample space between Don’t cover faces Don’t get too close to faces
bubbles and people’s faces
Bubble | Overuse Brand visual guidelines | 41

Overusing the bubble

The bubble may be our signature graphic, but that doesn’t mean it should be used for everything. On the contrary, it should be used
thoughtfully and respectfully to ensure that it always looks its best. A good rule of thumb is to limit bubble usage to a maximum of one
or two on most pages and compositions, though certain formats can support up to four, such as PowerPoint presentations.

Recommended Don’t

1 2 up to 4

Use only one or two bubbles on Use up to four bubbles when Don’t use more than
most pages and compositions. needed (e.g. presentations). four bubbles at once.
Bubble | The outline bubble Brand visual guidelines | 42

The outline bubble

The outline bubble can be used for
Don’t
special purposes such as in campaigns Colours

and magazines. Unlike the standard The outline bubble can only

bubble, it does not need to be anchored be used in white.

and does not receive a shadow.

Line weight
A5 & A4: 3pt | A3: 4pt

Don’t
Overlapping people’s faces
It should never be placed in a way
that divides a person’s face – it can of
course, frame a subject’s face.

Don’t
Shadow
It does not receive a shadow and does
not need to be anchored.
Fonts Brand visual guidelines | 43

Truly
bonding
Summary
Our official brand font is
Aktiv Grotesk – a modern
font family that strikes
a perfect balance of
with a child has the
power
warmth and structure. It
lends a gentle, but firm
air to the words we write,
complementing the
more playful elements
of our brand visual style
to change the world.
with a sense of stability.
It supports over 130
languages.

Aktiv Grotesk
Section contents
- Brand fonts Regular Medium Bold XBold
- General font rules
- Titles
ABCDEFGHIJKLMNOPQRSTUVWXYZ
- Sub-titles abcdefghijklmnopqrstuvwxyz
- Body font 0123456789 !”#$%&’()0=~
- Call out numbers
- Quotes
- Bullet points
Fonts | Brand fonts Brand visual guidelines | 44

Official brand font Aktiv Grotesk

As the official brand font, Aktiv Grotesk Regular Regular italic ABCDEFGHIJKLMNOPQRSTUVWXYZ
should be prioritized for use throughout abcdefghijklmnopqrstuvwxyz
Medium Medium italic
the brand in both print and digital contexts. 0123456789 !”#$%&’()0=~
Bold Bold italic
It has been licensed in 7 font weights and
XBold
supports over 130 languages. When Aktiv
Grotesk is not available, the Arial family
may be used as a fallback option.

Digital fonts Aktiv Grotesk Roboto

Though Aktiv Grotesk should be Regular Regular italic Regular Regular italic
prioritized for use throughout the brand,
Medium Medium italic Medium Medium italic
certain digital contexts may not support
Bold Bold italic Bold Bold italic
the display of custom font families. In
XBold
such cases, the Roboto family can be
used as a fallback font, followed by Arial
as secondary fallback option.
Fonts | General font rules Brand visual guidelines | 45

General font rules

The rules listed below are applicable for font uses throughout the brand, including titles, sub-titles, body text etc.

Strengthening families Children’s rights are universal

Do use sentence case, even in titles. Don‘t use font sizes smaller than 9pt

Strengthening Families Children’s rights are universal

Don‘t use title case, even in titles Don‘t use excessive negative character
spacing (beyond -20pt)

STRONGEST SELVES Children’s rights are universal and

inalienable.

Don‘t use all caps Don‘t use excessively small line heights
Fonts | Titles Brand visual guidelines | 46

Titles
The default weight for titles is medium, though a playful combination of regular and bold is also okay. A title line should be used when possible.

Aktiv Grotesk
Regular Regular italic
Medium Medium italic
Bold Bold italic
XBold

Colours

Strengthening families

Medium is the default weight for titles

Strengthening families

It is also okay to combine regular and bold

Strengthening families
Line height: Font size x 1.15 (Example: if font size is 38 pt, line height will be 44 pt)
Character spacing: 10 | Kerning: Optical Okay without a line, though a line is preferred
Fonts | Sub-titles Brand visual guidelines | 47

Sub-titles
Sub-titles should be displayed in a uniform font weight of either medium or bold.

Aktiv Grotesk
Regular Regular italic
Medium Medium italic
Bold Bold italic
XBold

Colours

Strongest selves

Don‘t use italic

Strongest selves

Don‘t mix weights

Line height: Font size x 1.15 (Example: if font size is 38 pt, line height will be 44 pt)
Character spacing: 10 | Kerning: Optical
Fonts | Body font Brand visual guidelines | 48

Body font
The default body font weight is regular. Medium, bold and italics weights may be employed as needed for emphasis – never XBold.

Aktiv Grotesk
Regular Regular italic
Medium Medium italic
Bold Bold italic
XBold

Colours

Children’s rights are universal

Okay to use bold for emphasis

Key topic: Child displacement

Okay to use italics when needed

Line height: Font size x1.5 (Example: if font size is 9.5 pt, line height will be 14 pt)
Character spacing: 0 | Kerning: Optical
Fonts | Call out numbers Brand visual guidelines | 49

Call out numbers

The XBold font weight is reserved for use with numbers that are called out in infographics or for other data representation purposes.

Recommended

Aktiv Grotesk XBold

Colours

90% €3,000,932 365

Don‘t use thin fonts for call out numbers

Fonts | Quotes Brand visual guidelines | 50

Quotes
Though Times New Roman has been deprioritized as a brand font, its Italic style has been preserved solely for use in quotes. This
helps to set quotes apart from other text in a nod to our heritage brand style while also adding a touch of warmth. Quotes can also be
displayed in Aktiv Grotesk Italic. They should always be used alongside an oversized Times New Roman Bold quotation mark.

Recommended

Times New Roman Italic

Recommended

Aktiv Grotesk Italic

“
Recommended

Times New Roman Bold

for the quotation mark

Colours
Fonts | Bullet points Brand visual guidelines | 51

Bullet points
Bullet points should always be lines. Use an EM Dash (—) in Aktive Grotesk Bold. The glyphs ID code is 116, or in Unicode: 2014.

Colours
— Bullet point 1
— Bullet point 2
50%
Margin Brand visual guidelines | 52

Summary
An asymmetrical left-hand
margin adds a unique
dynamism to our brand
compositions. It is a subtle
but recognizable visual cue
that helps to convey the
same air of thoughtfulness
that marks our work in the
field.

Section contents
- Asymmetrical margins
- Symmetrical margins
- Crossing margins

Asymmetrical margin
 Margin | Asymmetry Brand visual guidelines | 53

Asymmetrical margins Symmetrical margins

An oversized left-hand margin should be used whenever Though the brand Guidelines prefer
possible throughout all brand designs and compositions. the use of the asymmetrical left-hand
Predefined margin measurements are provided for all margin, exceptions can be made for
standard international document sizes in Annex II: Margins. some digital contexts where standard
For non-standard sizes, reference the closest template practice dictates that margin sizes
provided and use your best judgement to estimate a be made uniform. These include
margin measurement that maintains a similar look and PowerPoint templates, web pages,
feel for your format. A good rule of thumb is to make the and some social media posts. In such
left-hand margin at least 1.75-2 times the width of the cases, it is recommended that a large
9
o
c

4 2 m

right-hand margin. Note: the margin should be mirrored for uniform margin be employed instead.
o 2
% 4

compositions that employ right-to-left scripts.

6.7 % of 29.7 cm
2 cm

4 cm 2.4 cm 2 cm
0.57
9.5 % of 42 cm cm 5.7 % of 42 cm
4.8 % of 42 cm
0.5 cm
c
2 cm

4.5 cm 1.6 cm
Refer to Annex 2: Margins for predefined
margin measurements in all standard sizes
Margin | Crossing Brand visual guidelines | 54

Empowering

Crossing margins Margin crossed by a line

Though margins should be respected by
titles and body text, they can and should
be crossed by other design elements.
Thoughtful placements of title lines,
the edge of a bubble, the logo or even
something as small as copyright credits
Margin crossed by a bubble
or page numbers imbue the brand style
with its characteristic playfulness.

Margin crossed by the logo

Margins can also be crossed by copyright credits and page numbers

Line Brand visual guidelines | 55

Summary
Title here
The line provides the
In 2020, pandemic lockdown measures imposed

brand style with stability by governments increased pressure on families

already struggling to stay together, with an
additional 150 million children worldwide slipping
and structure. It helps into poverty.

to anchor titles, text and

bullets or to organize Title line

content into logical

sections of a page.

Global context

Section contents
In 2020, pandemic lockdown measures imposed by
governments increased pressure on families already
struggling to stay together, with an additional 150

- Title line million children worldwide slipping into poverty.

- Separator line Pandemic reponse

This year, we adapted our interventions to help
struggling families manage the crisis and ensure they
could care for themselves and their children.

Separator line
Line | Title line Brand visual guidelines | 56

Title line
Colours
Title here
Title here 6 mm (font height)

3 mm
Line weight
Title here Spacing = the font height divided by 2
A5 & A4: 3pt | A3: 4pt

Blue title line Red title line

Use a blue title line when a composition contains no other Use a red title line when a composition already contains
Brand blue. Brand blue (e.g. the bubble in the example below).
Line | Separator line Brand visual guidelines | 57

Separator line Colours

The separator line can be used flexibly
to separate content or text. It can be
used horizontally or vertically in several Line weight
colours. A5 & A4: 0.5pt | A3: 1pt Horizontal Vertical
Colours Brand visual guidelines | 58

Summary
Our colour palette
balances a combination of
bold, cheerful colours from
Brand blue
the Brand Foundation with
an expanded set of softer
tints and a stabilizing dark
blue. Together, they create
Brand blue 20%
our signature, joyful-yet-
grounded look and feel.

Section contents
Red
- Ratio of colours
- Basic & data palette
- Data
- Background colours Dark blue
- Colour codes
- Quick references

White
Colours | Ratio of colours Brand visual guidelines | 59

Ratio of colours
Using the correct ratio of colour is integral to achieving our brand’s signature look and feel. Keep in mind that our primary blue and
red are quite bold – they are overpowering if used too much. This is why our brand style prioritizes the use of white and the 20% tint of
primary blue - reserving the full primary blue for important details and red for small accents that add a burst of warmth.

White

White and the 20% tint of blue are used in

combination throughout the brand to strike a
balance of hard and soft.

Brand blue 20%

Brand blue is reserved for the most important

Brand blue
details – don’t overuse it.

Dark blue Dark blue is for text and separator lines

Red Red is only for small accents – don’t overuse it.

Colours | Data colour palette Brand visual guidelines | 60

Data colour palette

The data colour palette expands upon the main colour palette, providing additional colour options to support the creation of data
visualizations such as charts, graphs and maps. Prioritize the use of darker colours before adding lighter colours to a composition.

Brand blue 50%

Brand blue

Brand blue 10%

Brand blue 20%

Red 50%

Red Red 20%

Red 10%
Dark blue

Dark blue 2

White
Dark blue 3
Colours | Data colour palette Brand visual guidelines | 61

Data
Data visualizations such as charts, graphs and maps may leverage the full extent of the data colour palette, but should prioritize the
use of darker colours before adding lighter colours to a composition.

2.1% 1%
2.5%

3%
EUR OPE 684 4%
34%
THE 630 583 ASIA &
6%
AMERICAS OCEANI A
AFRICA 948

23%

26%

Data colour palette

Colours | Background colours Brand visual guidelines | 62

Background colours
Only white and the 20% tint of a member association’s primary colour should be used as background colours, never Brand blue, red or
dark blue.

Recommended

Impact Impact

© Katerina Ilievska | Ukraine

© Katerina Ilievska | Ukraine

Breaking the cycle Securing basic Breaking the cycle Securing basic
through care needs through care needs

90% 90% 90% 90%

The care that former participants
have received carries into the next
generation: 90% give good care
to their own children, breaking the
cycle of separation & abandonment
90% of former participants The care that former participants 90% of former participants
generally have adequate have received carries into the next generally have adequate
accommodation, food security generation: 90% give good care accommodation, food security
and health – covering their to their own children, breaking the and health – covering their
most basic needs cycle of separation & abandonment most basic needs

White Brand blue 20% Enabling self-reliance

60%
60% of former participants have received
education and skills, are succeeding in the job
Enabling self-reliance

60%
60% of former participants have received
education and skills, are succeeding in the job
market and earn a decent living market and earn a decent living

Building a foundation Social return on Building a foundation Social return on

for a happy life investment for a happy life investment

80% 80%
for every for every

80% of former participants

€1
invested into SOS Children’s
80% of former participants
€1
invested into SOS Children’s
are leading happy lives are leading happy lives
Villages’ programmes Villages’ programmes

€5 €5
– experiencing social and – experiencing social and
emotional well-being, and For more information, please refer to the following documents: emotional well-being, and For more information, please refer to the following documents:
being safe from discrimination — SOS Children’s Villages Brand Foundation being safe from discrimination — SOS Children’s Villages Brand Foundation
and other harm — SOS Children’s Villages Brand Regulation and other harm — SOS Children’s Villages Brand Regulation
returned to society in benefits — SOS Children’s Villages Messaging User Guide returned to society in benefits — SOS Children’s Villages Messaging User Guide
— SOS Children’s Villages Care Promise — SOS Children’s Villages Care Promise

Don’t

Impact Impact Impact

© Katerina Ilievska | Ukraine

© Katerina Ilievska | Ukraine

© Katerina Ilievska | Ukraine

Brand blue Breaking the cycle Securing basic Breaking the cycle Securing basic Breaking the cycle Securing basic
through care needs through care needs through care needs

90% 90% 90% 90% 90% 90%

The care that former participants
have received carries into the next
generation: 90% give good care
to their own children, breaking the
cycle of separation & abandonment
90% of former participants The care that former participants 90% of former participants The care that former participants 90% of former participants
generally have adequate have received carries into the next generally have adequate have received carries into the next generally have adequate
accommodation, food security generation: 90% give good care accommodation, food security generation: 90% give good care accommodation, food security
and health – covering their to their own children, breaking the and health – covering their to their own children, breaking the and health – covering their
most basic needs cycle of separation & abandonment most basic needs cycle of separation & abandonment most basic needs

Red Enabling self-reliance

60%
60% of former participants have received
education and skills, are succeeding in the job
market and earn a decent living
Enabling self-reliance

60%
60% of former participants have received
education and skills, are succeeding in the job
market and earn a decent living
Enabling self-reliance

60%
60% of former participants have received
education and skills, are succeeding in the job
market and earn a decent living

Building a foundation Social return on Building a foundation Social return on Building a foundation Social return on
for a happy life investment for a happy life investment for a happy life investment

80% 80% 80%

for every for every for every

80% of former participants

€1
invested into SOS Children’s
80% of former participants
€1
invested into SOS Children’s
80% of former participants
€1
invested into SOS Children’s
are leading happy lives are leading happy lives are leading happy lives
Villages’ programmes Villages’ programmes Villages’ programmes

Dark blue
– experiencing social and
emotional well-being, and
being safe from discrimination
and other harm
€5 €5 €5
– experiencing social and – experiencing social and
For more information, please refer to the following documents: emotional well-being, and For more information, please refer to the following documents: emotional well-being, and For more information, please refer to the following documents:
— SOS Children’s Villages Brand Foundation being safe from discrimination — SOS Children’s Villages Brand Foundation being safe from discrimination — SOS Children’s Villages Brand Foundation
— SOS Children’s Villages Brand Regulation and other harm — SOS Children’s Villages Brand Regulation and other harm — SOS Children’s Villages Brand Regulation
returned to society in benefits — SOS Children’s Villages Messaging User Guide returned to society in benefits — SOS Children’s Villages Messaging User Guide returned to society in benefits — SOS Children’s Villages Messaging User Guide
— SOS Children’s Villages Care Promise — SOS Children’s Villages Care Promise — SOS Children’s Villages Care Promise
 Colours | Codes Brand visual guidelines | 63

Brand blue Red Dark blue

CMYK: 100-0-0-0 CMYK: 0-85-45-0 CMYK: 100-85-30-30
RGB: 0-171-236 RGB: 222-90-108 RGB: 28-50-93
HEX: #00abec HEX: #de5a6c HEX: #1c325d

Colour codes
The adjacent swatches
provide the colour codes
CMYK: 20-0-0-0
for the full extended
RGB: 205-232-248
palette. HEX: #cde8f8

CMYK: 50-0-0-0 CMYK: 0-42-22-0

0 RGB: 132-204-241 RGB: 235-169-169 CMYK: 50-35-15-15
HEX: #84ccf1 HEX: #eba9a9 RGB: 120-132-158
1 HEX: #78849e
CMYK: 20-0-0-0 CMYK: 0-25-13-0
RGB: 205-232-248 RGB: 241-201-198
HEX: #cde8f8 HEX: #f1c9c6
CMYK: 25-10-7-7
CMYK: 10-0-0-0 CMYK: 0-12-6-0 RGB: 179-195-207
RGB: 228-243-251 RGB: 249-229-228 HEX: #b3c3cf
HEX: #e4f3fb HEX: #f9e5e4
Colours | Quick references Brand visual guidelines | 64

Preferred

Backgrounds Text

Preferred

Bubble Data

Preferred

Line Icons
Colours | Quick references Brand visual guidelines | 65

Backgrounds Bubble Icons

White
Member association‘s Dark blue White
primary colour

Brand blue 20%

Member association’s Tints of brand colours

accent colour

Brand blue

Red
Non-brand colours White on light colours

Dark blue
Colours | Quick references Brand visual guidelines | 66

Text Line
Titles Colours Title line Colours

Strengthening families Strengthening families

Sub-titles Colours Strengthening families

Strongest selves
Separator Colours
Body Colours
Global context
In 2020, pandemic lockdown measures
imposed by governments increased pressure
Children’s rights are universal on families already struggling to stay together.

Pandemic reponse
This year, we adapted our interventions to help
Numbers Colours struggling families manage the crisis.

90% €3,000,932 365

Quotes Colours

I won‘t give up.

Bullet points Colours

— Bullet point 1
50%
Layering Brand visual guidelines | 67

Summary
A core component of
Background white
the brand visual style
is the use of layering.
Colour blocks, photos,
bubbles and other graphic
Photo
elements are layered
together in a manner that
creates a dynamic feeling Bubble

of depth.

Section contents
- Layering examples

Line

Logo
Colour block,
Brand blue 20%
Layering | Examples Brand visual guidelines | 68

Layering examples
Almost any graphic element in this toolkit can be used to create a layered composition.

Layering photo and background Layering bubble and background Layering emblem and background
Layering | Examples Brand visual guidelines | 69

Layering examples, continued

Layering bubble and photo Layering emblem and photo

Icons Brand visual guidelines | 70

Summary
Our icons bring the figures
in our emblem to life and
provide an expressive
language of symbols. They
can be used as needed to
support comprehension
as well as to add visual
interest throughout all
brand materials.

Section contents
- Icon categories
- The social meanings
- Icon colours
- Icon size
- Symbols & people
- Symbol icon creation
- People icons
Icons | Categories Brand visual guidelines | 71

Icon categories
Several categories of icon have been created and are available for download from the SOS Children’s Villages MediaBox as well as
from the Global Brand page on the collaboration platform.

People Economy

Health and
Transport
Safety

SOS
Technology Children’s
Villages

COVID-19 Other
Icons | The social meanings Brand visual guidelines | 72

The social meanings

Our brand’s heritage social meanings drawings have been re-imagined in our new brand style. The social meanings icons by themselves
cannot be used as a logo, but should always be used in connection with the logo for any material for external communications.

Child at risk Village Motherhood | Fatherhood | Parenthood Brothers and sisters

Family Home Education

Moments of happy childhood Childhood in cultural diversity

Icons | Colours Brand visual guidelines | 73

Icon colours
Icons can be used in a member association’s primary colour as well as in white and dark blue. They should never be used in a member
association’s accent colour or in colour combinations that are too light to support legibility.

Member association‘s Dark blue White

primary colour

Member association’s Tints of brand colours Non-brand colours White on light colours
accent colour
Icons | Size Brand visual guidelines | 74

Icon size
The minimum size for an icon depends on its complexity and must be judged on a case by case basis. Please note that a more detailed
icon may be harder to understand in small size than one that is less detailed. There is no limitation on how large an icon can be.

Impossible to Still a bit

understand difficult

0.5 cm 1 cm 1.5 cm 2 cm
Icons | Symbols & people Brand visual guidelines | 75

Symbol icons People icons

Our symbol icons illustrate a diverse array of topics. New Our people icons bring the figures in our emblem to life. They
symbol icons can be created using shapes from royalty free were custom created for SOS Children’s Villages to capture
libraries that are then altered to conform to our brand style. emotional moments in a minimalist, yet expressive manner.
Icons | Symbol icon creation Brand visual guidelines | 76

Creating a new symbol icon, part 1

Start by choosing a base from a library such as flaticon.com. Be sure to (1 download an editable file such as an .eps or .svg and (2 to
pay for the appropriate commercial license. The shape you choose should conform to the guidelines listed below:

No outline icons No 3D icons No icons with pointy No hand drawn Yes, simple, rounded,
edges icons and filled with one
colour
 Icons | Symbol icon creation Brand visual guidelines | 77

Creating a new symbol icon, part 2

Next, open the editable file in a program such as Adobe Illustrator and follow the steps, below:

1. Place the icon inside of 2. Make any stylistic 3. Increased or decrease 4. Round all 5. Don’t round interior

a 15 cm x 15 cm square alterations you wish to the gap between exterior corners corners where different
update elements to 7 points “pieces” fit together

7 pt

7 pt
15 cm

15 cm
Icons | People icons Brand visual guidelines | 78

Our people icons, part 1

Our people icons bring the figures in our emblem to life. They were custom created for SOS Children’s Villages to capture emotional
moments in a minimalist, yet expressive manner. The creation of new people icons requires the assistance of an advanced graphic
designer or illustrator who can employ the style cues defined in this section.

Heads Joints Hands Expression

Not a perfect circle. Rounded and smooth. Rounded with the tip slightly In some cases, hands
They are 5% taller than wider. thinner. can be lightly shaped for
expression.
Icons | People icons Brand visual guidelines | 79

Our people icons, part 2

Adults Teenagers Children

Feet Ages Movement

Rounded but slightly square. The younger the age to represent, the thicker the body and Icons depicting movement
The bottom is flat. the bigger the head. should have curves and
rounded edges.
Text box Brand visual guidelines | 80

Summary
A dynamic call out box
designed to highlight
important text, data and
quotes. It was specially
designed with publications,
flyers and brochures in
mind and can be used on
top of photos.

Section contents
- Text box rules
Text box | Rules Brand visual guidelines | 81

Variable width and height

Text box rules
The text box can be used in any
combination of white, Brand blue and A5/A4: 0.2 cm A3: 0.25 cm
the 20% tint of Brand blue. It is a flexible
design element that can grow in width Line weight: A5/A4: 0.4 cm A3: 0.5 cm

and height to accomodate design needs.

Colours Opacity: 90% Opacity: 90%

Opacity: 100% Opacity: 100%

Always anchored to the

outside edge of a design
Curves Brand visual guidelines | 82

Summary
The curve is a foundational
element of the brand visual
style that reflects the
character of the bubble
without directly using the
shape of the bubble.
It can be used, though
in different ways, for
background fill colours as
well as for photos.

Section contents
- Background curve
- Placing the curve
- Background curve rules
- Exceptions
- Photo curve
Curves | Background curve Brand visual guidelines | 83

Background curve
The standard shape and dimensions of the background curve
are shown below. The curve of this shape is smaller than the
bubble so that that the two elements still resemble each other
even when the background curve is scaled up to fill an entire
canvas or composition.

10 cm 10 cm

Background curve Bubble

≠
12.5 cm

7 cm
4.5 cm

7 cm
4.5 cm

Bubble curve

Background curve
Curves | Placing the curve Brand visual guidelines | 84

Placing the curve

The background curve can be enlarged
to any size. The width of the background
curve can be extended to any width as
described in the adjacent instructions. 1. Place the standard background shape 2. Enlarge to desired height with the proportion
locked

3. Extend only the side edge. Be sure that the 4. Final layout
curve is not altered by this process.
Curves | Rules & exceptions Brand visual guidelines | 85

Exception

Background
curve

Standard Rotate

Flip vertical Flip horizontal

Background curve rules Exceptions - use your best judgement

The background curve can be flipped vertically. The There is no way to perfectly calculate the best size for the
curve should always be on the far right side of a design or background curve in all compositions – sometimes it just
composition (mirrored in right-to-left scripts). comes down to a designer’s best judgement and that is okay.
Curves | Photo curve Brand visual guidelines | 86

Photo curve
Photos can also adopt a curved shape inspired by the bubble, however, it is not possible to provide a standard calculation that
works in all configurations and sizes. Instead, templates are provided for all potential shapes – see the graphic element library.

Half landscape top Vertical on a side

Half landscape bottom Full bottom margin

Cards Brand visual guidelines | 87

Summary
Functional text boxes that
take their design cues
from the brand bubble.
They are best used for
infographics or in technical
documentations and
should never be used on
top of photos.

Section contents
- Rounded corners
- Shadows
- Alternative card styles
Cards | Corners & shadows Brand visual guidelines | 88

Rounded corners
Optional title No shadow
The settings below achieve a consistent
Has shadow appearance across the Adobe products:

Rounded corners Colours Effect: Corner radius

InDesign: 3 mm
Illustrator: 2 mm
Photoshop: 30 px

Shadows
The settings below achieve a consistent
appearance across the Adobe products:

Effect: Outer glow | Blending: Multiply |

Colour: Black
InDesign: Opacity: 20% | Size: 2.5 mm
Illustrator: Opacity: 30% | Blur: 0.5 mm
Photoshop: Opacity: 5% | Size: 20 px
Cards | Alternative card styles Brand visual guidelines | 89

Alternative card styles

The card styles demonstrated below are particularly relevant for the design of infographics and technical documentation. Note that only
negative examples should use an inner shadow.

Line weight: 2pt

Positive Only if needed Negative

Negative example
Positive example “Only if needed” example
Inner shadow

Inner shadow (negative examples)

The settings below achieve a consistent
appearance across the Adobe products:

Effect: Inner glow

Blending: Multiply
Colour: Black

InDesign: Opacity: 20% | Size: 2.5 mm

Illustrator: Opacity: 30% | Blur: 0.5 mm
Photoshop: Opacity: 5% | Size: 20 px
Photos Brand visual guidelines | 90

Summary

Vivid
At its core, our brand is
about people which is why

moments
photography is one of the
most integral components
of our brand visual style.
For more information about
selecting photos, refer
to the Image and Video
of human connection.
Guidelines or to the Brand
Recommended Images
folder on MediaBox.

Section contents
- Photo principles
- Photo anchoring
- Photo best practices
- Drawings
- Sensitive topics
- Drawing best practices
 Brand visual guidelines | 91

Authentic
portrayals
of unfiltered emotion.

Authentic moments: tangible stories and unfiltered emotions.

We build our visual communication on the power of authenticity and showing real emotions. Our images share stories that are “truly” in the moment. We value integrity
with the situation and offer a space for people to share their emotions and stories. We never evoke a feeling of pity.
Photos | Margins Brand visual guidelines | 92

Genuine
relationships
and trustful bonds.

Genuine relationships: trustful bonds and connections.

Our imagery focuses on strong connections and bonds that help the children, young people and families we work with to become their strongest selves. Images can
show all varieties of meaningful bonds: families, siblings, friends, staff, partners and communities. We show the impact of strong bonds and trust.
Powerful
Photos | Margins Brand visual guidelines | 93

depictions
of human resilience.

Meaningful context: the environment adds meaning to the narrative.

Images that show people in their environment and local context help to enrich the story and to better understand specific needs and challenges. We show the effects that
a situation can have on someone, but also how they stay strong in times of hardship. When portraying people in challenging situations and environments, we are always
searching for relatable and human moments, that help our audiences connect with the portrayed individuals and their situation with respect, integrity, dignity and empathy.
 Brand visual guidelines | 94

Inspiring
illustrations
of real impact.

Unique impact: inspire action or demonstrate impact.

With images we show that our work makes a difference – we demonstrate impact. Our visuals help to communicate that every small achievement contributes to the
bigger picture. On the other hand, we capture the effects that difficult situations or moments of hardship can have on families, children and young people to inspire
action among our audiences, supporters and partners.
Photos | Anchoring Brand visual guidelines | 95

Photo anchoring

Whenever possible, photos Avoid unanchored photos

should be anchored to at that seem to be floating
least two sides of a design. in space.
Photos | Best practices Brand visual guidelines | 96

Photo best practices

When it is possible, use just Avoid using multiple photos

one photo in a composition in a composition or page
or page spread. spread (not always possible).
Photos | Drawings Brand visual guidelines | 97

Drawings
When it is helpful, children’s drawings can be used instead of photography. It is important that any drawing used for this purpose feel as
though it was truly drawn by a child, however, it should not feel too chaotic or be composed of scribbles.

Do not use Do not use

complex, chaotic drawings . scribbles.

Drawings that feel like real

hand drawn children‘s
artwork.
Photos | Sensitive topics Brand visual guidelines | 98

Sensitive topics
Children’s drawings are particularly relevant for cases when the subject being illustrated is sensitive in nature or difficult to respectfully
illustrate with a photo of a person. In these cases, abstract photos or a children’s drawing are recommended.

Do use children’s drawings Never use photos that “hide” the

to illustrate sensitive topics. subject in a shadow.
Photos | Drawing best practices Brand visual guidelines | 99

Drawing best practices

Use the 20% blue background to make the edge of

the drawing apparent when needed.

Avoid placing drawings next to a white background

if it becomes impossible to distinguish where the
photo ends.

White backgrounds are ok if the drawing has a

clear edge.
Photos | Complex shapes Brand visual guidelines | 100

Complex shapes
Our brand style prioritises the use of expansive photography that creates a cinematic and immersive feel. Though photos can be used
inside of a bubble, it is not appropriate to use photography in any other complex shape or cut out.

Do not insert photos nor drawings inside of complex shapes.

Data Brand visual guidelines | 101

Summary
Supporting graphic
elements that resonate
with the established visual
style of the brand. The data
illustrations represented in
this section are available
to download as templates
from the graphic element
library.

Section contents
- Circular charts
- Timelines
- Horizontal charts
- Vertical charts
- Other representations
- Additional card styles
- Maps
- Basic table style
- Advanced table style
 Data | Circular charts Brand visual guidelines | 102

Circular charts

2.1% 1%
2.5%
Lorem

Lorem 3%

90%
4%
34%
Top 6%
Lorem ipsum revenue Lorem
June

23%

26%

100 %
Data | Timelines Brand visual guidelines | 103

Timelines

Quarter A Quarter B Lorem ipsum

Lorem ipsum

Lorem Lorem Lorem Lorem

ipsum ipsum ipsum ipsum Lorem ipsum

Lorem ipsum
Data | Horizontal charts Brand visual guidelines | 104

Horizontal charts
Data | Vertical charts Brand visual guidelines | 105

Vertical charts
Data | Other representations Brand visual guidelines | 106

Other representations

Lorem ipsum
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Quisque malesuada leo vel
magna ultricies finibus. Aenean ligula leo.

Lorem ipsum
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Quisque malesuada leo vel
magna ultricies finibus. Aenean ligula leo.

Lorem ipsum
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Quisque malesuada leo vel
magna ultricies finibus. Aenean ligula leo.

Lorem ipsum
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Quisque malesuada leo vel
magna ultricies finibus. Aenean ligula leo.
Data | Additional card styles Brand visual guidelines | 107

Additional card styles

Data | Maps Brand visual guidelines | 108

Maps

2
3

32%
der Bevölkerung sind Analphabet:innen

Who we reached

Annual average (2017-2020)

-1 ,233,600 people in 2,828 pr ogrammes

EUR OPE 684

THE 630 583 ASIA &
AMERICAS OCEANI A
AFRICA 948
Data | Basic table style Brand visual guidelines | 109

Basic table style

Programmes we operated The adjacent table style

Africa The americas Asia & oceania Europe Total leverages can be applied
throughout all Microsoft
Alternative care
Office 365 products such as
Family-like care 163 134 141 130 568
Word and Powerpoint.
Small group homes 20 15 3 50 88

Foster family care 23 26 0 24 73

Youth care 142 122 173 142 579

Other alternative care 8 54 8 16 86

Total 356 351 325 362 1,394

Prevention

Family strengthening 185 152 109 174 620

Education
Early childhood care &
122 57 58 40 277
development
Primary & secondary education 113 8 53 22 196

Employment & entrepreneurship 60 24 21 32 137

Total 295 89 132 94 610

Other activities

23 34 0 47 104

Health
Health promotion & prevention 21 0 2 2 25
Medical care 45 1 9 2 57
Total 66 1 11 4 82

Emergency response

23 3 6 3 35

Grand total 948 630 583 684 2,845

Data | Advanced table style Brand visual guidelines | 110

Advanced table style

Programmes we operate
ASIA &
The adjacent table style
AFRICA THE AMERICAS
OCEANIA
EUROPE TOTAL
leverages the graphic
ALTERNATIVE CARE style of Cards for data
Family-like care 163 134 141 130 568 representations. It requires
Small group homes 20 15 3 50 88 an advanced graphic
Foster family care 23 26 0 24 73
design skillset and should
Youth care 142 122 173 142 579
only be employed when
Other alternative care 8 54 8 16 86
an experienced graphic
TOTAL 356 351 325 362 1,394
designer is available for its
construction. A template
PREVENTION
is provided in the graphic
Family strengthening 185 152 109 174 620
elements library.
EDUCATION
Early childhood care &
122 57 58 40 277
development
Primary & secondary education 113 8 53 22 196

Employment & entrepreneurship 60 24 21 32 137

TOTAL 295 89 132 94 610

OTHER ACTIVITIES

23 34 0 47 104

HEALTH
Health promotion & prevention 21 0 2 2 25
Medical care 45 1 9 2 57
TOTAL 66 1 11 4 82

EMERGENCY RESPONSE

23 3 6 3 35

GRAND TOTAL 948 630 583 684 2,845

 Brand visual guidelines | 111

Annex I: Colour
Supplementary guidelines for member associations
whose primary colour is not blue.
Colour palette Brand visual guidelines | 112

The four main colours

Primary Blue Red Orange Green
The SOS Children’s Villages Brand
CMYK: 100-0-0-0 CMYK: 0-85-45-0 CMYK: 0-65-100-0 CMYK: 60-0-80-
Foundation provides a colour palette RGB: 0-171-236 RGB: 222-90-108 RGB: 228-127-58 RGB: 129-188-112
HEX: #00abec HEX: #de5a6c #e47f3a HEX: #81bc70 0
of four main colours, stipulating that
each member association may choose
only one primary colour. Out of the
remaining three colours, member
associations are permitted to choose
a single accent colour.
The use of more than two colours from this palette is prohibitted.

Expanded palette Primary Blue Red Orange Green

The Brand Visual Guidelines expands
CMYK: 50-0-0-0 CMYK: 0-42-22-0 CMYK: 0-32-50-0 CMYK: 30-0-40-0
each of the brand’s four main colours RGB: 132-204-241 RGB: 235-169-169 RGB: 240-186-140 RGB: 189-217-177
HEX: #84ccf1 HEX: #eba9a9 HEX: #f0ba8c HEX: #bdd9b1
to include three additional tints,
CMYK: 20-0-0-0 CMYK: 0-25-13-0 CMYK: 0-13-20-0 CMYK: 15-0-20-0
designated for specific uses in graphic RGB: 205-232-248 RGB: 241-201-198 RGB: 248-224-202 RGB: 220-234-213
HEX: #cde8f8 HEX: #f1c9c6 HEX: #f8e0ca HEX: #dcead5
design. The above-listed limitations
CMYK: 10-0-0-0 CMYK: 0-12-6-0 CMYK: 0-6-10-0 CMYK: 8-0-7-0
still apply – member associations RGB: 228-243-251 RGB: 249-229-228 RGB: 252-238-226 RGB: 234-244-237
HEX: #e4f3fb HEX: #f9e5e4 HEX: #fceee2 HEX: #eaf4ed
must use only two of the main colours
and their associated tints. See Coulor
section for details.
See “Colour” section for rules on how to use the expanded palette.
Colour combinations Brand visual guidelines | 113

Recommended colour combination

Recommended
The recommended colour
combination for all member
associations is blue as the primary
Primary: Blue
colour with red as the accent colour. Accent: Red
This combination will be employed
throughout the remainder of this
document, however, these guidelines
are fully applicable to all other possible
This combination will be employed throughout this document.
combinations.

Other combinations
If the primary colour of your
Other options
member association is not blue, the
recommended alternative colour Primary: Red Primary: Orange Primary: Green
Accent: Blue Accent: Blue Accent: Red
pairings are as indicated in the
adjacent visual.
- Red paired with blue
- Orange paired with blue
- Green paired with red

The Brand Visual Guidelines also apply to these combinations.

Dark blue Brand visual guidelines | 114

No matter which colour combination

a member association uses, SOS
Children’s Villages Brand Dark Blue
should always be used instead of
black for text as well as to supplement
colour coding in charts, graphs and
infographics.

Dark blue
CMYK: 100-85-30-30
RGB: 28-50-93
HEX: #1c325d

CMYK: 50-35-15-15
RGB: 120-132-158
HEX: #78849e

CMYK: 25-10-7-7
RGB: 179-195-207
HEX: #b3c3cf
 Brand visual guidelines | 115

Annex II: Margins

Supplementary guidelines pertaining to margin measurements.
A4 vertical publication (spreads) Brand visual guidelines | 116

6.7 % of 29.7 cm
2 cm
4 cm 2.4 cm 2 cm
0.57
9.5 % of 42 cm cm 5.7 % of 42 cm
4.8 % of 42 cm
0.5 cm

2 cm

Left: 4 cm | Right: 2 cm | Inside: 2.4 | Top: 2 cm | Bottom: 2 cm

A4 vertical word document & poster Brand visual guidelines | 117

Word document Poster

Left: 3.5 cm | Right: 1.9 cm | Top: 3.5 cm | Bottom: 2.5 cm Left: 3.5 cm | Right: 1.8 cm | Top: 1.8 cm | Bottom: 1.8 cm
A5 vertical publication (spreads) Brand visual guidelines | 118

Left: 2.8 cm | Right: 1.4 cm | Inside: 1.7 | Top: 1.4 cm | Bottom: 1.4 cm
A3 landscape poster Brand visual guidelines | 119

Left: 3.2 cm | Right: 2 cm | Top: 2 cm | Bottom: 2 cm

A3 vertical poster Brand visual guidelines | 120

Left: 4.8 cm
Right: 2.4 cm
Top: 2.4 cm
Bottom: 2.4 cm
Business card 85 mm x 55 mm Brand visual guidelines | 121

Left: 10 mm
Right: 6 mm
Top: 6 mm
Bottom: 6 mm
Exception: Powerpoint Brand visual guidelines | 122

Left: 1.75 cm | Right: 1.75 cm | Top: 1.35 cm | Bottom: 1.35 cm

Exception: Word publications Brand visual guidelines | 123

Left: 2 cm
Right: 2 cm
0.64
cm Top: 2 cm
Bottom: 2 cm
0.49
cm
 Brand visual guidelines | 124

Annex III: Special

shape
Supplementary guidelines for the use of a special, bubble inspired shape.
Special shape: Graphs Brand visual guidelines | 125

The adjacent bar chart style references the

curve of the bubble in a uniquely on-brand data
representation. It requires an advanced graphic
design skillset and should only be employed when
2019 an experienced graphic designer is available for
its construction. A template is provided in the
graphic elements library.

2020

12 34 56 78

Governmental subsidies for domestic programmes

Sporadic donors

Sponsorship/committed giving
Special shape: Highlighted text Brand visual guidelines | 126

The special shape can also be used as a text highlight in large compositions such as that displayed below. In such cases, only the top-
most and bottom-most highlight bars should receive a curved treatment.
 Brand visual guidelines | 127

Inspiration
 Poster
campaign
Instagram
 Covers
vertical and landscape photo
 Poster
vertical poster with bubble
 Spread
annual report
 Brand visual guidelines | 133

Useful links
Links to key resources for brand related content,
templates, tools, guides and communities.
Useful links Brand visual guidelines | 134

Brand recommended Global brand sharepoint

images The dedicated internal
A database of pre-selected sharepoint website for all
Global
images that conform to brand things related to the brand,
brand guidelines. including templates, tools
and guides.

https://soscv.dam.aprimo.com/dam/ https://soscv.sharepoint.com/sites/WS_000077
spaces/7a76607c75014b00af5d5d9d80238825

Yammer Global communications

Our global brand Yammer and brand hub
profile where you can ask The dedicated internal
questions and find updates sharepoint website for the
on all of the latest brand global communications
tools and templates. and brand unit.

https://web.yammer.com/main/threads/eyJfdHlwZSI6IlRocmVhZCIsImlk https://soscv.sharepoint.com/sites/HS_009
IjoiMTU3MjI4MjExMjYzMDc4NCJ9/eyJfdHlwZSI6Ik1lc3NhZ2UiL
CJpZCI6IjE1Nzc0ODQyODEyOTg5NDQifQ/eyJfdHlwZSI6Ik1lc3NhZ2UiLC
JpZCI6IjE1ODk3OTQ0NTc3OTY2MDgifQ?showMoreForYou=true
Front Cover Photo: © Katerina Ilievska | Bosnia and Herzegovina - Back Cover Photo: © Katerina Ilievska | Bosnia and Herzegovina
© 2021 SOS Children’s Villages International, Hermann-Gmeiner-Straße 51, 6020 Innsbruck, Austria