Brand Toolkit of the Linked Emblem of UNESCO and the 2005 Convention 2005 Convention on the Protection and Promotion of the
About the Emblem and this Brand Toolkit UNESCO is an intergovernmental organization with a high brand value, represented by its diverse fields of competencies. The Convention on the Protection and Promotion of the (2005)( the Convention ) is an international law promoting the distinctive nature of cultural goods, services and activities as having economic, social and cultural value. The Convention also possesses a brand value in support of contemporary artistic creativity, and the development and strengthening of the cultural and creative industries worldwide. In order to promote the Convention and increase its visibility at the national, regional and international levels, the Parties to the Convention adopted an emblem encapsulating its objectives and principles. The emblem of the Convention is a graphic representation, visually exploring the relationships, concepts and ideas of the Convention and their interactions with one another. As attaining objectives of the Convention requires multi-stakeholder action, UNESCO is committed to reaching a wide range of partners and audiences. The use of the emblem therefore constitutes an important, strategic outreach tool. The linked emblem is the 2005 Convention emblem linked with the UNESCO logo and is used for an activity placed under the patronage of UNESCO. Entities that have requested and formally been granted the use of the linked emblem for UNESCO s patronage receive this Brand Toolkit, as well as an electronic file containing a high resolution version of the linked emblem. This Brand Toolkit elaborates on how the linked emblem should be used, and provides examples. If you have not yet received authorization from UNESCO s Director-General to use the linked emblem, please refer to the Operational Guidelines on the Use of the Emblem of the Convention available at the Convention website: http://www.unesco.org/new/fileadmin/multimedia/hq/clt/pdf/og_emblem_en.pdf 2014 edition
1 Key 2a 2b 2c 2 3 3a 3b Throughout the toolkit, the following components of the linked emblem are referred to in order to facilitate its use: 1 Linked emblem 2 UNESCO logo 2a Temple 2b Acronym 2c Steps 2d Organization name 2e Dotted line 3 Stand alone emblem 2d 3c 3a Patronage text 3b Emblem symbol 3c Emblem name 2e 3
Patronage is the moral support provided by UNESCO to events and activities that are organized by external entities. Only one-off and short-term events and activities such as conferences, seminars, festivals, and audio visual products are eligible for patronage. Patronage cannot be given to individuals or institutions. Patronage 4 Requests for UNESCO s Patronage and the use of the linked emblem are granted by the Director-General of UNESCO. Once granted, the organizing entity will be authorized to use the linked emblem on the communication material of the event or activity. The linked emblem supplied by the Convention Secretariat is saved in PDF format and is directly importable in layout or graphic design documents where it can be reduced or enlarged without any loss of definition. The linked emblem including the text Under the patronage of must be used as shown above. No modification is permitted. UNESCO patronage, together with authorization for the use of the linked emblem, terminates with the end of the event and activity. If the event or activity is repeated, a new request for UNESCO s patronage and use of the linked emblem will be required.
Под патронатом 1 The linked emblem has been designed to accommodate different languages. Οрганизация Οбъединенньιх Ηаций по вопросам образования, науки и культуры Разнообразие форм культурного самовыражения 2 联合国教育 科学及文化组织 文化表现形式多样性赞助 The target audience should be the main consideration in determining which language(s) to be used. Bajo el patrocinio de The official languages of UNESCO are: English, French, Spanish, Russian, Arabic and Chinese. Organización de las Naciones Unidas para la Educación, la Ciencia y la Cultura Diversidad de las expresiones culturales منظمة الا مم المتحدة للتربية والعلم والثقافة تحت رعاية تنوع ا شكال التعبير الثقافي 3 Use of languages other than UNESCO s six official languages for the linked emblem must first be approved by UNESCO. 1 The single-language linked emblem shown in two of UNESCO s official languages. 2 The two-language linked emblem UNESCO s name, the Diversity of and the patronage text written in two languages. 3 The reverse linked emblem The reverse linked emblem should be used with languages oriented from right to left (e.g. Arabic). Language options 5
The linked emblem should never be modified and must be used correctly and consistently in all applications. CMYK: Cyan-Magenta-Yellow- Black is the standard colour model used in offset printing for full-colour documents. RGB: Red-Green-Blue is the colour breakdown on a screen. PMS: Pantone Colour Matching System is a popular colour matching system used by the printing industry internationally to print spot colours. HEX: Hexadecimal coding is used to specify colour in HTML. Colours C 0% M 0% Y 0% K 100% R 35 G 31 B 32 PMS BLACK Hex 231f20 C 24% M 100% Y 35% K 0% R 189 G 0 B 108 PMS 214 Hex bd006c C 0% M 45% Y 100% K 0% R 245 G 156 B 0 PMS 137 Hex f59c00 C 100% M 60% Y 20% K 0% R 0 G 100 B 153 PMS 7691 Hex 006499 6
The colour palettes of the linked emblem are an integral element of the emblem and must be used correctly. The linked emblem can also be used in black and white. For use on a photographic image, it is important to place the linked emblem on a clear background to ensure visibility. Colours 7
1 2 The linked emblem must be used correctly and consistently in all applications. Never: 1 alter the proportions of the linked emblem vertically; 2 alter the proportions of the linked emblem horizontally; Misuse of the emblem 3 5 In collaboration with 4 6 3 change the Patronage text, the typeface or size of the text 4 change the colours within the linked emblem even in the approved colours; 5 reproduce the linked emblem in any colour other than the black, white or the official colours; 6 alter the proportions of the emblem symbol and emblem name from the UNESCO logo. 8
ARIAL BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789,;:!? &/* ARIAL ROMAN ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789,;:!? &/* ab Arial is the corporate typeface for the text in the linked emblem block. Arial is chosen for its easy accessibility, and its clean and modern look. Two weights of Arial are used: Regular and Bold. The OpenType version of Arial should be used at all times. The two main benefits of the OpenType version are its crossplatform compatibility and its ability to accommodate widely expanded character sets and layout features, providing richer linguistic support and advanced typographic control. The typefaces for non-latin languages are as follows: Arabic Arial OTF; Chinese Song (Standard); Russian Arial Cyr (Bold and Roman). Institutional typeface 9
2 h 2 h 2 h The exclusion zone (indicated by the thicker blue outer line) is the minimum area around the linked emblem that must remain clear of any other typographical or graphic device. Exclusion zone 10 2 h Life! h h Minimum size The formula for the exclusion zone is shown here and applies to all sizes of linked emblem reproduction. It is calculated by using twice the height of the steps in the UNESCO logo and varies in direct proportion to the size at which the linked emblem is reproduced. 12 mm 6 pt type In order to make sure that the linked emblem is always legible and recognizable, it should NOT be reproduced in sizes where the Temple and the emblem sign are less than 12 mm in height.
2014 edition Secretariat of the Convention on the Protection and Promotion of the (2005) Merchandising
The emblem Section of the Culture Sector UNESCO 7, place de Fontenoy 75352 Paris 07 SP, France Fax: +33 1 45 68 55 95 convention2005@unesco.org www.unesco.org/culture/en/2005convention/ 12