LOGO AND BRAND

-1-

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.

 


 

-2-

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 (Russia language)

Tajik Service

Tajik Service (Russian language)

Tatar Service

Tatar Service (Russian language)

Turkmen Service

Turkmen Service (Russian language)

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


 

-3-

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.


 

-4-

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!

 

-5-

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.

 


 

-6-

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.



 

-7-

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.

 


 

-8-

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.


 

-9-

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.


 

-10-

Chapter

Color palette

 

Color is an essential element to strong branding. It distinguishes, defines and characterizes brand identity. Below are RFE/RL’s Primary and Extended Color Palettes, which show the base color as well as the 20% to 80% gradients. The Primary Palette consists of two colors: RFE/RL Orange and RFE/RL Grey. RFE/RL Orange is the core of our brand identity and should appear whenever possible to immediately identify our brand. The Extended Palette is a comprehensive set of colors to offer flexibility in designing both print and digital materials. These colors are to be used as a compliment to the Primary Palette, so take care to use sparingly and in tandem with RFE/RL Orange and RFE/RL Grey.

 

RFE/RL Orange
80%
HEX#FBE1CD
RGB 251, 225, 205
CMYK 0, 10, 18, 2
60%
HEX#F7C39A
RGB 247, 195, 154
CMYK 0, 21, 38, 3
40%
HEX#F2A568
RGB 242, 165, 104
CMYK 0, 32, 57, 5
20%
HEX#EE8735
RGB 238, 135, 53
CMYK 0, 43, 78, 7
Base Color
PAN 158 C
HEX#EA6903
RGB 234, 105, 3
CMYK 4, 72, 100, 0
20%
HEX#BB5402
RGB 187, 84, 2
CMYK 0, 55, 99, 27
40%
HEX#8C3F02
RGB 140, 63, 2
CMYK 0, 55, 99, 45
60%
HEX#5E2A01
RGB 94, 42, 1
CMYK 0, 55, 99, 63
80%
HEX#2F1501
RGB 47, 21, 1
CMYK 0, 55, 98, 82
RFE/RL Grey
80%
HEX#DEE1E2
RGB 222, 225, 226
CMYK 2, 0, 0, 11
60%
HEX#BDC2C6
RGB 189, 194, 198
CMYK 5, 2, 0, 22
40%
HEX#9DA4A9
RGB 157, 164, 169
CMYK 7, 3, 0, 34
20%
HEX#7C858D
RGB 124, 133, 141
CMYK 12, 6, 0, 45
Base Color
PAN 431 C
HEX#5B6770
RGB 91, 103, 112
CMYK 19, 8, 0, 56
20%
HEX#49525A
RGB 73, 82, 90
CMYK 19, 9, 0, 65
40%
HEX#373E43
RGB 55, 62, 67
CMYK 18, 7, 0, 74
60%
HEX#24292D
RGB 36, 41, 45
CMYK 20, 9, 0, 82
80%
HEX#121516
RGB 18, 21, 22
CMYK 18, 5, 0, 91
Green
80%
HEX#CCEADF
RGB 204, 234, 223
CMYK 13, 0, 5, 8
60%
HEX#99D5BF
RGB 153, 213, 191
CMYK 28, 0, 10, 16
40%
HEX#66C09E
RGB 102, 192, 158
CMYK 47, 0, 18, 25
20%
HEX#33AB7E
RGB 51, 171, 126
CMYK 70, 0, 26, 33
Base Color
PAN 340 C
HEX#00965E
RGB 0, 150, 94
CMYK 100, 0, 37, 41
20%
HEX#FBE1CD
RGB 0, 120, 75
CMYK 100, 0, 38, 53
40%
HEX#005A38
RGB 0, 90, 56
CMYK 100, 0, 38, 65
60%
HEX#003C26
RGB 0, 60, 38
CMYK 100, 0, 37, 76
80%
HEX#001E13
RGB 0, 30, 19
CMYK 100, 0, 37, 88
Lime
80%
HEX#EDF7DF
RGB 237, 247, 223
CMYK 4, 0, 10, 3
60%
HEX#DBEFBF
RGB 219, 239, 191
CMYK 8, 0, 20, 6
40%
HEX#C8E69E
RGB 200, 230, 158
CMYK 13, 0, 31, 10
20%
HEX#B6DE7E
RGB 182, 222, 126
CMYK 18, 0, 43, 13
Base Color
PAN 367 C
HEX#A4D65E
RGB 164, 214, 94
CMYK 23, 0, 56, 16
20%
HEX#83AB4B
RGB 131, 171, 75
CMYK 23, 0, 56, 33
40%
HEX#628038
RGB 98, 128, 56
CMYK 23, 0, 56, 50
60%
HEX#425626
RGB 66, 86, 38
CMYK 23, 0, 56, 66
80%
HEX#212B13
RGB 33, 43, 19
CMYK 23, 0, 56, 83
Purple
80%
HEX#E8DAEB
RGB 232, 218, 235
CMYK 1, 7, 0, 8
60%
HEX#D1B5D6
RGB 209, 181, 214
CMYK 2, 15, 0, 16
40%
HEX#BA91C2
RGB 186, 145, 194
CMYK 4, 25, 0, 24
20%
HEX#A36CAD
RGB 163, 108, 173
CMYK 6, 38, 0, 32
Base Color
PAN 258 C
HEX#8C4799
RGB 140, 71, 153
CMYK 8, 54, 0, 40
20%
HEX#70397A
RGB 112, 57, 122
CMYK 8, 53, 0, 52
40%
HEX#542B5C
RGB 84, 43, 92
CMYK 9, 53, 0, 64
60%
HEX#381C3D
RGB 56, 28, 61
CMYK 8, 54, 0, 76
80%
HEX#1C0E1F
RGB 28, 14, 31
CMYK 10, 55, 0, 88
Grey
80%
HEX#ECEEEF
RGB 236, 238, 239
CMYK 1, 0, 0, 6
60%
HEX#DADDDE
RGB 218, 221, 222
CMYK 2, 0, 0, 13
40%
HEX#C7CCCE
RGB 199, 204, 206
CMYK 3, 1, 0, 19
20%
HEX#B5BBBD
RGB 181, 187, 189
CMYK 4, 1, 0, 26
Base Color
PAN 429 C
HEX#A2AAAD
RGB 162, 170, 173
CMYK 6, 2, 0, 32
20%
HEX#82888A
RGB 130, 136, 138
CMYK 6, 1, 0, 46
40%
HEX#616668
RGB 97, 102, 104
CMYK 7, 2, 0, 59
60%
HEX#414445
RGB 65, 68, 69
CMYK 6, 1, 0, 73
80%
HEX#202223
RGB 32, 34, 35
CMYK 9, 3, 0, 86
Brown
80%
HEX#E4E2E0
RGB 228, 226, 224
CMYK 0, 1, 2, 11
60%
HEX#C9C5C1
RGB 201, 197, 193
CMYK 0, 2, 4, 21
40%
HEX#ADA8A2
RGB 173, 168, 162
CMYK 0, 3, 6, 32
20%
HEX#928B83
RGB 146, 139, 131
CMYK 0, 5, 10, 43
Base Color
PAN 404 C
HEX#776E64
RGB 0, 150, 94
CMYK 0, 8, 16, 53
20%
HEX#5F5850
RGB 95, 88, 80
CMYK 0, 7, 16, 63
40%
HEX#47423C
RGB 71, 66, 60
CMYK 0, 7, 15, 72
60%
HEX#302C28
RGB 48, 44, 40
CMYK 0, 8, 17, 81
80%
HEX#181614
RGB 24, 22, 20
CMYK 0, 8, 17, 91
Yellow
80%
HEX#FFF4D5
RGB 255, 244, 213
CMYK 0, 4, 16, 0
60%
HEX#FFE9AB
RGB 255, 233, 171
CMYK 0, 9, 33, 0
40%
HEX#FFDD80
RGB 255, 221, 128
CMYK 0, 13, 50, 0
20%
HEX#FFD256
RGB 255, 210, 86
CMYK 0, 18, 66, 0
Base Color
PAN 123 C
HEX#FFC72C
RGB 255, 199, 44
CMYK 0, 22, 83, 0
20%
HEX#CC9F23
RGB 204, 159, 35
CMYK 0, 22, 83, 20
40%
HEX#99771A
RGB 153, 119, 26
CMYK 0, 22, 83, 40
60%
HEX#665012
RGB 102, 80, 18
CMYK 0, 22, 82, 60
80%
HEX#332809
RGB 51, 40, 9
CMYK 0, 22, 82, 80
Red
80%
HEX#F6D3D6
RGB 246, 211, 214
CMYK 0, 14, 13, 4
60%
HEX#EDA7AC
RGB 237, 167, 172
CMYK 0, 30, 27, 7
40%
HEX#E37C83
RGB 227, 124, 131
CMYK 0, 45, 42, 11
20%
HEX#DA5059
RGB 218, 80, 89
CMYK 0, 63, 59, 15
Base Color
PAN 1795 C
HEX#D12430
RGB 209, 36, 48
CMYK 0, 83, 77, 18
20%
HEX#A71D26
RGB 167, 29, 38
CMYK 0, 83, 77, 35
40%
HEX#7D161D
RGB 125, 22, 29
CMYK 0, 82, 77, 51
60%
HEX#540E13
RGB 84, 14, 19
CMYK 0, 83, 77, 67
80%
HEX#2A070A
RGB 42, 7, 10
CMYK 0, 83, 76, 84
Blue
80%
HEX#CCE5F1
RGB 204, 229, 241
CMYK 15, 5, 0, 5
60%
HEX#99CBE3
RGB 153, 203, 227
CMYK 33, 11, 0, 11
40%
HEX#66B1D6
RGB 102, 177, 214
CMYK 52, 17, 0, 16
20%
HEX#3397C8
RGB 51, 151, 200
CMYK 75, 25, 0, 22
Base Color
PAN 7461 C
HEX#007DBA
RGB 0, 125, 186
CMYK 100, 33, 0, 27
20%
HEX#006495
RGB 0, 100, 149
CMYK 100, 33, 0, 42
40%
HEX#004B70
RGB 0, 75, 112
CMYK 100, 33, 0, 56
60%
HEX#00324A
RGB 0, 50, 74
CMYK 100, 32, 0, 71
80%
HEX#001925
RGB 0, 25, 37
CMYK 100, 32, 0, 85
Turquois
80%
HEX#D8EFF4
RGB 216, 239, 244
CMYK 11, 2, 0, 4
60%
HEX#B2E0E9
RGB 178, 224, 233
CMYK 24, 4, 0, 9
40%
HEX#8BD0DE
RGB 139, 208, 222
CMYK 37, 6, 0, 13
20%
HEX#65C1D3
RGB 101, 193, 211
CMYK 52, 9, 0, 17
Base Color
PAN 631 C
HEX#3EB1C8
RGB 62, 177, 200
CMYK 69, 12, 0, 22
20%
HEX#328EA0
RGB 50, 142, 160
CMYK 69, 11, 0, 37
40%
HEX#256A78
RGB 37, 106, 120
CMYK 69, 12, 0, 53
60%
HEX#194750
RGB 25, 71, 80
CMYK 69, 11, 0, 69
80%
HEX#0C2328
RGB 12, 35, 40
CMYK 70, 13, 0, 84

 

-11-

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.


 

-12-

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.