Building a global brand
These guidelines will significantly improve the visual presentation of publications, fact sheets, and other common communications, as well as standardise stationery and business cards. It provides guidelines and templates for the design of materials. It will help the Agency project a more unified image that creates instant recognition.
Universal standards
It is not only written words, but photos, colors, typography, and layout that all contribute to creating an effective message.
Because the Agency’s work is so diverse and decentralised, there is a risk that all the communications materials continually produced in different fields and for different projects will look completely different from each other. These practices dilute the effectiveness of our communications, and are a barrier to building a globally recognisable brand.
While there is a need for flexibility and communications that are adapted to appeal to different audiences, the universal standards set by this document will ensure that all our communications have some basic things in common; like individual members of the same family.
These guidelines set the official universal standards for any communications by the UNRWA ‘family.’ Eventually, audiences all over the world will be able to look at any communication and instantly know it was produced by UNRWA.
Brand architecture
Articulating a clear, concise, and consistent message is central to developing a global brand. Having a standard way to talk about the Agency is just as important as consistently using the same identity. While each field and programme is unique, there are many cross-cutting elements that define UNRWA’s work throughout all five fields. It is important that we speak with one voice.
A writing style guide is available on the accompanying DVD: please use it.
External communication
In general, UNRWA’s work is unfamiliar to those not working in development. To spread awareness, it is critical to unify and simplify our message. Here are a few messaging tips:
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Focus on UNRWA assistance and its end result; not the Agency as an institution
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Avoid mentioning internal organisational structures (eg Communications Division)
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Don’t promote or ‘brand’ individual divisions and offices
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Don’t develop programme/project logos that compete with the UNRWA identity
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Avoid development jargon and acronyms (eg DERC or WBFO)
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Showcase successes
Speaking with one voice
The first step in building a global brand is developing a visual identity that is used consistently on all communications: the UNRWA logo.
Fields, programmes and projects may not create individual logos or separate identities. This diminishes our recognition as a global organisation.
UNRWA is one Agency; we have one identity, one brand.
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Miércoles, 24 Abril 2013 08:25
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