LOGO AND BRAND

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Chapter

Primary Brandmark

 

 

 

The RFE/RL Primary Brandmark consists of two elements 1) the torch and 2) the Radio Free Europe / Radio Liberty logotype. These two elements should always appear together. However, there are a few exceptions that are mentioned later (AVATAR).
This brandmark was designed with aspects such as spacing, proportions and orientation in mind and should never be typeset, recreated, or altered in any way other than displayed here in the style guide.

 


 

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Chapter

Service Brandmarks

 

The primary brandmark (English Service) should be used when representing the organization as a whole. However, there are individual language service brandmarks that should be used when representing a specific RFE/RL language service.

All guidelines mentioned for the primary brandmark (English Service) also apply to all language service brandmarks.

Armenian Service

Armenian Service (Russian language)

Azeri Service

Azeri Service (Russian language)

Balkan Service

Belarussian Service

Afghan Service (English language)

Georgian Service

Georgian Service (Russian language)

Kazakh Service

Kazakh Service (Russian language)

Kosovo Unit

Crimean Service (Russian language)

Crimean Service (Tatar language)

Crimean Service (Ukrainian language)

Kyrgyz Service

Kyrgyz Service (Russian language)

Macedonian Service

Moldovan Service

Russian Service

North Caucasus Service (Avar language)

North Caucasus Service (Chechen language)

North Caucasus Service (Circassian language)

Tajik Service

Tajik Service (Russian language)

Tatar - Bashkir Service

Turkmen Service

Ukrainian Service

Uzbek Service

Uzbek Service (Russian language)

For service sites with text which reads from right-to-left, the service brandmarks appear with the torch on the right hand side of the logotype and should be aligned to the right. All other guidelines apply, including the exclusion zone. Never horizontally flip the orientation of the torch. Always use the approved brandmarks provided by the design department.

Persian Service (Radio Farda)

Afghan Service (Pashto languge)

Afghan Service (Dari language)

Pakistani Service


 

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Chapter

COMPACT Brandmark

 

The compact brandmark is an alternative to the primary brandmark, which has a larger font size in proportion to the torch. This version of the brandmark must be used in places with small height space.

 

Simple rule

In use cases where the maximum height of the brandmark must be less than 13 mm / 37px, the compact brandmark must be used.


 

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Chapter

exclusion zone

 

Primary Brandmark

In order for all elements of the primary brandmark to be visible and legible, it must be placed with the appropriate amount of white space around it. This area is known as the ‘exclusion zone’. The example below shows the amount of space needed from the edge of the torch element to the end of the logotype. When two brandmarks are placed next to one another, the exclusion is double (30% total).

 

Compact Brandmark

Simple rule

The exclusion zone is 15% the size of the highest element in brandmark (torch). For example: A brandmark with the height of 100px will have an exclusion zone of 15 px.

Do not use the brandmark without an exclusion zone!

 

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Chapter

AVATAR

 

An Avatar can be used where there is insufficient space to use the primary or compact brandmark. It must be accompanied by a service name in the text somewhere on the page for the context/reference. The Avatar can be used in the following cases:

  • Social media profile
  • Mobile apps

Simple rule

Exclusion Zone

The same rule applies. The exclusion zone is 15% the size of the torch.

 


 

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Chapter

Brandmark colors

 

 

HEX: #EA6903
CMYK: C-4, M-72, Y-100, K-0
RGB: R-234, G-105, B-3
PANTONE: 158 C

HEX: #5C666F
CMYK: C-66, M-52, Y-45, K-17
RGB: R-92, G-102, B-111
PANTONE: 431 C

The primary brandmark consists of the orange torch and gray logotype. If the primary brandmark cannot be used, there are several alternative options, including white, reversed, and black versions.

 

Allowed color variants

 

White Brandmark

Full white is used on gray, black or orange background only. For specifics, see the next page.


 

Reversed Brandmark
Orange torch and white logotype is an alternative option for dark gray and black background.


 

Black Brandmark
For B/W printing only. Do NOT use on any color background.



 

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Chapter

CORRECT Background usages

 

It is essential for the brandmark to maintain legibility by having high contrast with the background, therefore we have created a scale to follow.

 

The primary brandmark is used only on white and up to a 30% black background.

On a 40% to 100% black background, use the white brandmark option.

 


 

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Chapter

brandmark and image

 

The use of the brandmark on photographs can by tricky. In order to protect the brand and relay the message of the image, both elements need carefull placement. Not only should the exclusion zone apply, but the most visible version of the brandmark should be placed in an area of the image where it is legible.

 

The example above shows the brandmark placed in an area where there is high contrast so it is easily legible and not competing with elements in the background.

If the image is busy and has no “safe” area, than use a separate solid background (see Background usages) to place the brandmark on.

 

Here are some clear examples misusing the brandmark on images.

Brandmark must have high contrast and must not merge with the surrounding photo.

Brandmark should be placed in top or bottom, left or right, should never be placed randomly or centered.

Brandmark must not cover important features in the image (on face) or use an incorrect version of the brandmark (see Brandmark colors).

Brandmarks cannot overlap an author’s mark (photo credit, caption). This breaks the “exclusion zone” rule.


 

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Chapter

SUPERGRAPHIC

 

The RFE/RL supergraphic consists of the torch element scaled, cropped, positioned, and transparent, used as a background graphic element. It is used to unify products for print materials, web applications, video, PowerPoint presentations, and other digital applications.

The brandmark should ALWAYS accompany the supergraphic, it may never appear on its own. NEVER manipulate an individual piece of the element or use only a very small portion of the supergraphic so it is no longer recognizable as the torch element.

The supergraphic crop can slightly vary depending on dimensions of the artboard. For guidance, find below four recommended applications of the supergraphic in both landscape and portrait.

 

Primary left

Torch element is cropped from the left side and displays flames and part of the torch handle.

Used for: More official use on certificates, documents, brochures, etc. Text should be centered or on the right.

 

 

Crop of torch

 

Landscape

Portrait

 

Primary right

Torch element is cropped from the right side and displays flames and part of the torch handle.

Used for: More official use on certificates, documents, brochures, etc. Text should be centered or on the left.

 

 

Crop of torch

 

Landscape

Portrait

 

Secondary left

Torch element is cropped from the left side and displays a cut of the flames.

Used for: More artistic element for web and print. Better for square, landscape, or compact layouts with minimal text.

 

Crop of torch

 

Landscape

Portrait

 

Secondary right

Torch element is cropped from the right side and displays a cut of the flames.

Used for: More artistic element for web and print. Better for square, landscape, or compact layouts with minimal text.

 

Crop of torch

 

Landscape

Portrait

 

 

There are alternative color options for the supergraphic. Please only use a variant shown below.

15% white supergraphic on black background.

15% white supergraphic on gray background.

15% black supergraphic on white background.

15% white supergraphic on primary orange background.

Simple rule

With text

When possible, frame the text with the supergraphic, do not overlay. If you must, only a very small portion of the supergraphic should be covered. DO NOT center the text on top of the supergraphic.

 

 

Supergraphic missuse

The supergraphic should always be used tastefully, minimally, and according to examples shown in the previous pages. Please see the following examples for incorrect ways to use the supergraphic.

Supergraphics should always display enough of the torch element so that it is recognizable.

Do not rotate the torch in an way.

Do not stretch or manipulate the color of the supergraphic or cover with text.

The supergraphic is a crop of the torch, do not use the full torch.

The supergraphic must be used at 15% color, never at 100%.

The scale of supergraphic should be at least 30% of the width of the application.

The scale of supergraphic should not be 100% of the width of the application.

Do not use a random crop of the torch or center without bleeding edges.


 

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Chapter

Color palette

 

Color is an essential element to strong branding. It can distinguish, define, and characterize branding identity. Here are primary and secondary color palettes which show the base color at 100% (center) and as well as the lighter and darker variations.

 

PRIMARY COLOR PALETTE

Orange

  • #EF935B
  • #EA813B
  • #E77127
  • #EA6903
  • #D25A15
  • #C15217
  • #AF4918
  • C3, M50, Y70, K0
  • C4, M58, Y81, K0
  • C4, M65, Y90, K0
  • C4, M72, Y100, K0
  • C13, M74, Y100, K2
  • C19, M76, Y100, K7
  • C24, M78, Y100, K14
70% 80% 90% 100% 120% 130% 140%

Grey

  • #ACABB0
  • #9A99A0
  • #7C7F88
  • #616871
  • #535A62
  • #4B5259
  • #42464D
  • C3, M50, Y70, K0
  • C4, M58, Y81, K0
  • C4, M65, Y90, K0
  • C4, M72, Y100, K0
  • C13, M74, Y100, K2
  • C19, M76, Y100, K7
  • C24, M78, Y100, K14

SECONDARY COLOR PALETTE

Blue

  • #AABACF
  • #86A2C0
  • #4a81af
  • #166EA3
  • #125987
  • #0F527D
  • #104469
  • C3, M50, Y70, K0
  • C4, M58, Y81, K0
  • C4, M65, Y90, K0
  • C4, M72, Y100, K0
  • C13, M74, Y100, K2
  • C19, M76, Y100, K7
  • C24, M78, Y100, K14

 

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Chapter

BRANDMARK MISUSE

 

The brandmark should never be recreated, recolored, distorted, or reorganized in any way. The correct use of the brandmark is specified in the previous pages. See the examples below of incorrect ways to use the primary/compact brandmarks and avatar. These rules also apply to all of the language service brandmarks.

Torch should never appear on the right of the service logotype (except for brandmarks with right-to-left text).

Do not recreate the logotype using any random font.

The brandmark should always be accompanied by the torch. The logotype should never stand on its own.

Torch should only be RFE/RL orange, white on an orange background or black.

Never horizontally flip the torch for any reason.

Do not place a border or box around the torch or brandmark.

Do not change the orientation of the logotype to fit on one line.

The brandmark should never be placed transparently on a dark background as this impairs visibility.

Do not change the proportional size of the torch in comparison to the logotype, or overlay the logotype on top of the torch.

Do not use dark drop shadows, outlines, or an outer glow behind or around the brandmark.

Do not duplicate the torch and group them together in various sizes.

Never use the black logo on a colored background. The black logo should be only used on white for B/W printing only.

Do not change the proportion of the torch to the logotype.

Do not add a colored and underlined url link underneath the logotype.

Do not tilt the logo to any degree.

Do not change the size of just one line of the brandmark or change the orientation.

Do not stretch, squeeze, or distort the brandmark.

Do not place the logomarks side by side without doubling the exlusion zone.


 

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Chapter

Typography

 

The correct use of typography helps to unify and strengthen brand identity. By using the styles within the font family, it provides unified contrast and hierarchy to content. We have chosen Skolar and SkolarSans as the primary font families to be used in our branding materials and design elements (print materials, web banners, web advertisements, etc.).

 

Used for latin or cyrillic language services: Afghan ENG, Armenian RU, Azeri, Azeri RU, Balkan, Belarussian, Crimean UA, Crimean RU, Crimean TA, English, Georgian RU, Kazakh, Kazakh RU, Kosovo, Kyrgyz, Kyrgyz RU, Macedonian, Moldovan, North Caucasus AV, North Caucasus CH, North Caucasus CI, Russian, Tajik, Tajik RU, Tatar Bashkir, Turkmen, Ukrainian and Uzbek.

 

 

Used for latin or cyrillic language services: Afghan ENG, Armenian RU, Azeri, Azeri RU, Balkan, Belarussian, Crimean UA, Crimean RU, Crimean TA, English, Georgian RU, Kazakh, Kazakh RU, Kosovo, Kyrgyz, Kyrgyz RU, Macedonian, Moldovan, North Caucasus AV, North Caucasus CH, North Caucasus CI, Russian, Tajik, Tajik RU, Tatar Bashkir, Turkmen, Ukrainian and Uzbek.

 

 

For the English site, we have chosen an additional font, Merriweather, for nice contrast and elegance.

 

Used for: English service only.

Not all language characters are available within the Skolar and SkolarSans typefaces. That is why we have chosen alternative typefaces for those languages.

 

Used for: Georgian language service only as webfont.

Used for: Georgian language services only for static images and print materials.

Used for: Armenian language service only.

Used for: Persian, Afghan PA, Afghan FA and Pakistani language services.