Introduction

1.4 Exclusion Zone

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 zone is doubled (30% total).

Primary Brandmark

Compact brandmark

1.5 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 context/reference.

The Avatar can be used in the following cases:

1. Social media profile
2. Mobile apps

1.5.1 Avatar Exclusion Zone

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

Avatar Files

Download files

PDF	AI
EPS	PNG

Which file to choose?

What's Inside?

• FLAME avatar on transparent background (universal for all services)
• IVORY avatar on FLAME background (universal for all services)

1.6 Color Variants

The brandmark is built from Brand colors (for references, see #color-palette) and the primary variant consists of the FLAME torch and TEAL logotype on an IVORY background. A white (transparent) background is also allowed. If the primary brandmark cannot be used, there are several alternative options, including one-color, reversed, and mono versions.

Primary Brandmark

One-Color Brandmark

The Torch element in IVORY can be placed on a FLAME and TEAL background only.

Reversed Brandmark

The Torch element in FLAME with IVORY logotype is an alternative option for usage on a TEAL background.

Mono Brandmark

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

1.7 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 an IVORY or white (transparent) background up to a 20% black background.

10%

20%

On a 30% to 100% black background, use the white (transparent) brandmark option. For B/W printing only.

30%

40%

50%

60%

70%

80%

90%

100%

1.8 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.

✖

The torch should never appear on the right of the service logotype (except for right-to-left brandmarks).

✖

Do not recreate the logotype using a random font.

✖

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

✖

The Torch avatar should be in RFE/RL FLAME only; IVORY on FLAME, TEAL, or black is also accepted.

✖

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.

✖

Torch element in IVORY can be placed on a FLAME and TEAL

✖

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 brandmark 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 brandmarks side by side without doubling the exclusion zone.

✖

The brandmark should never be displayed in other color combination then described in “Allowed color variants” (see above).

2.1 Primary brand colors

The Primary Palette consists of three main colors: FLAME, TEAL, and IVORY as well as two supporting colors, STONE and TENDER. FLAME is the core of our brand identity and should appear whenever possible to immediately identify our brand.

2.2 Color blending

In addition, all five brand colors can be blended with each other. This creates harmonious intermediate tones that match the brand design and visual identity. Blended brand colors can be useful to create advanced color tones necessary for graphics, maps, and illustrations. This grants designers the freedom to create on-brand graphics while adhering to brand standards.

2.3 Secondary colors

For greater scope in graphic design and to display a wide range of information, secondary colors can be used. These colors cover the entire color wheel and have been carefully selected to harmonize with RFE/RL’s primary brand colors. Secondary colors are to be used as a compliment to the primary colors, so take care to use sparingly and in tandem.

3.1 Latin and Cyrillic Scripts

Used for Latin and Cyrillic language services: Afghan ENG, Armenian RU, Azeri, Azeri RU, Balkan, Belarus, Bulgarian, Crimean UA, Crimean RU, Crimean TA, English, Georgian RU, Hungarian, Kazakh, Kazakh RU, Kosovo, Kyrgyz, Kyrgyz RU, Macedonian, Moldovan, North Caucasus AV, North Caucasus CH, North Caucasus CI, Romanian, Russian, Tajik, Tajik RU, Tatar Bashkir, Turkmen, Ukrainian and Uzbek.

3.1.1 Skolar

Light

Bold

3.1.2 Skolar Sans

Regular

Extrabold

3.2 Georgian Script

Used for: Georgian language service; DejaVu Sans to be used only as webfont and BPG Nino Mtavruli only to be used for static images and print materials.

3.2.1 DejaVu Sans and BPG Nino Mtavruli

DejaVu Sans

BPG Nino

BPG Nino Bold

3.3 Armenian Script

Used for: Armenian language service only.

3.3.1 Arian AMU

3.4 Arabic Script

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

3.4.1 Vazirmatn

Regular

Bold