OM logo User Guide 0606.indd
Contents
1. lock the logo preventing alterations See Typography page 5 for instructions on using the same font elsewhere in a design e putting the logo with or without wording in a box either with a stroke outline or as a white box on another colour background e cropping any part of the logo e tilting the logo in any direction e mismatching the logo colour model with an inappropriate background Colour Scheme yan Magenta Yellow Black 0 95 75 5 80 SuID AFRIKA fh SuiD AFRIKA Overprints amp combines with other inks default f Black knocks out underlying colour only black ink prints in space of logo 10 There are six colour models offered for each logo as explained below 1 CMYK Cyan Magenta Yellow Black K This is the standard for four colour printing whether offset digital or laser This model should be used in all publications where full colour is employed C 0 M 95 Y 75 K 5 Black for the country name is set at 80 2 Spot Colour PANTONE 186C This model can be used when two colour printing is desired Use of the CMYK model in this case will result in four colour plates being made negating any savings in production costs 3 Greyscale 50 This is to be used when printing in black amp white Colour models should not be imported into a black amp white document as the conversion to greyscale will be inconsistent 4 Black only Possible2. can be reduced to 5 1 25 cm although this will depend on background colour and overall design often these will increase the minimum size for the sake of legibility Restrictions Y X d WAY unofficial colour tint of official colour We de gradient rj Ah he second colour stroke jk amp extrusion tilt drop shadow Clear Space In general the minimum distance between the logo elements other page content and the edge of a page should be one half of the height of the logo The preferred horizontal distance between the logo and any other page element is the width of the O letterform Unacceptable Treatments In order to assure uniformity in the use of the logo worldwide a complete set of logo options will be provided to each OM field providing the widest range of application for any scenario While each field may select different options depending on context the logo file itself may not be altered in any way Such alterations would include but not be limited to e use of any other colour tint or gradient e embossing drop shadows or other visual effects continued Restrictions 9 e re sizing of the logo as a whole that is not proportion ate i e flattening or stretching e use of the words Operation Mobilisation e use of another font for wording The font used has been converted to outlines to avoid potential printing issues and to
3. fresh identity will ensure that inevitable changes tomorrow will be met with confidence and success Changes old bitmap new vector SUID AFRIKA After wide and lengthy discussion the OM logo has been refreshed to reflect anew emphasis within our organisation There are several changes e the original design was distributed as a scanned TIFF bitmap file suitable for photos but inefficient for artwork Rasterized files are large scale poorly with distortion and have transparency problems Over time individuals addressed this problem for their own purposes resulting in a wide variety of logos across the OM world The letterform itself has been slightly simplified the tail at the top of the O has been removed and the closing top half of the O is more proportionate to highlight the handwritten effect of the letterform Simplified paths were created in a vector program resulting ina significantly smaller file and a smoother shape that is scalable without distortion e the colour has been changed from magenta to a deep red see examples above excluding the use of any other colour except black grey or white specifications are given elsewhere in this guide CMYK percentages C 0 M 95 Y 75 K 5 and or the PANTONE PMS 186C must be followed See page 10 for details e the name Operation Mobilisation shall no longer be used in conjunction with the logo each field s name is allotted a de
4. has been replaced to reflect the new directions in ministry within OM Our new interna tional strapline is transforming lives and communities Issues 1 Language Translating the new strapline into some languages is problematic either it becomes unwieldy in length or concepts like transformation or communities miscommunicate Using the English strapline with a native language country name also looks awkward 2 Localised emphasis in ministry Some fields already employ a different strapline that serves them well and are in keeping with OM s overall values Forcing these to be dropped in favour of a single solution may be coun terproductive Recommendations 1 Freedom to choose Using a strapline is encouraged and wherever possible transforming lives and commu nities or a translation thereof is desirable Otherwise a more suitable phrase may be used 2 Uniformity in design When a strapline is used in proximity to the logo it should adhere to the following typography space and sizing requirements next page Strapline letterform height UNITED KINGDOM ga P height transforming lives and communities UNITED KINGDOM transforming lives and communities SUID AFRIKA Typography Recognizing that the use of a strapline will vary a common font was chosen that would complement but not compete with the country name The strapline font is Arial Bold Italic Its size will depend on the si
5. Guidelines for use of the UM logo INTERNATIONAL Table of contents Introduction oo ccccccccccscesesecssscecececsceceescsceceescececeres 3 Changes cccccesesssssescscecscsescecsscececscscscseeecececsesesees 4 Typography oun cccccccccecesesesessesecececececeesescseseseseseeees 5 14 6 4 eee eee 6 PROS LCOS ccverazercecesesseaexevacatreateeneansraeactrcareestancaarss 8 Colour SCHEME cccccccccsssssesecececeeseeeeseeeeeeceeees 10 File Formats c ccccesesesesesesessseesseseeceeseseseeeeeseees 12 Logo Packages on Caleb ssssssssssesessesessees 13 Sample Letterhead l s ssssssssssessesesessesssessssssses 14 Sample Envelope amp Business Card 15 Introduction 3 As OM continues to grow and diversify worldwide it is increasingly important to strengthen our shared values and identity Central to this aim is a commitment to faithful use of our branding and in particular our logo with its elements This User Guide is designed to explain the changes to our logo some of the technical issues involved accepted best treatments of the logo restrictions on how it may not be used and above all the necessity of universal adherence to these parameters throughout our organisation OM is a fluid adaptive organisation The present logo follows others in our history and itself will likely be superceded in the future However working together today to achieve uniformity with this
6. ack can be treated as an extra colour and thus plate To avoid this White in the Inverted logo is actually C 1 M 1 Y 1 K 1 in one or two colour printing only the K black plate will be used Similarly Black is actually C 0 M 0 Y 0 K 100 File Formats 12 The logo variations are issued in three universal formats depending on intended use 1 Encapsulated PostScript eps a PostScript vector format widely used by many programs especially professional page layout and illustration applications EPS files achieve the best results for printing colour fidelity and scalability Transparent background 2 Portable Network graphics png the insert from file choice of Microsoft Office applications especially PowerPoint Transparent background Please note that Microsoft products should never be used as final documents for professional printing due to numerous technical issues 3 Joint Photographic Experts Group jpeg jog a bitmap rasterized file used in image editors Not scalable gross enlarging will result in jagged edges and general degradation of the image Re saving will result in further permanent data loss Saving will flatten the image and create a white back ground However it is usable in almost any software Screen display issues with PC and Macintosh There can be technical difficulties in viewing a file on screen if the file is created on one operating system and then use
7. d on the other Written in PostScript an EPS file will still print correctly but the preview may be distorted or missing Thus two sets of logos are provided for each country plus OM only which are identical except for the previews If the end use of a document is on a PC Wintel files with pc in the filename should be used if the end use is on a Macintosh files with Mac in the filename should be used If a file is created on a PC but will be sent to a pre press bureau for preparation and printing the Macintosh files should accompany the document An example listing of files available follows Logo Packages on Caleb 13 Our goal in providing your package is that you can select the appropriate logo variation and import place drag amp drop with no further corrections apart from proportionate resizing There are two types of pack ages One is the OM letterform only the other is the letterform plus each individual field s name Each package contains six eps files a ong file RGB colour mode and a jpg file RGB colour mode There will be one set with a PC preview and one set with a Macintosh preview Explanations of these files are found on pages 10 12 Therefore there will be 12 files in total for the OM letterform only and 12 files for each field The files for a country e g Singapore will be as follows These will be compressed as a single zip archive For the PC SingaporeCMYKpc eps Singa
8. el for more economical printing The font is the Myriad Pro Open Type family e Person s name Black e Title Semibold Condensed e Addresses Condensed e Strapline Bold Condensed Italic four fonts yet unified The updated logo package and User Guide were created by Greg Kernaghan greg cdn om org at the request of the Marketing Working Group and on behalf of the Communications Working Group 2006
9. fined space and there may be different versions depending on national language Typography A All artwork components containing type are provided as line art This means that no font is required to print the logo with a field name However if a design benefits from using the font else where it should be URW Grotesk E Light Condensed OM does not provide this font but it can be purchased http www urwpp de cgi bin1 dalcgi source schnellsuche htd searchchar grotesk from the foundry for 29 It may also be part of a commercial font collection or a freeware shareware font may be an excellent match A sample is given below ABCDEFGHUKLMNOPOQRSTUVWXYZ abcdefghijklmnoparstuvwxyz 1234560 890 A comprehensive style guide for typography used in OM publications will be developed in the near future Strapline A strapline or tagline encapsulates the current vision or mission of an organisation and as such can bring focus to its activities It defines ideally what the organisation does and does not do By definition these emphases change over time which is why it is essential to understand that although a strapline may be used in conjunction with a logo it can never be considered as part of a logo The logo is a bedrock image statement that achieves recognition value over time Thus it should not under go change as easily as straplines The OM strapline of the 1990s Bringing hope to the peoples of the world
10. porePMS186Cpc eps SingaporeGreypc eps SingaporeBlackOverprintpc eps SingaporeBlackKnockoutpc eps SingaporeWhitepc eps Singaporepc png Singaporepc jpg and for Macintosh SingaporeCMYKMac eps SingaporePMS186CMac eps SingaporeGreyMac eps SingaporeBlackOverprintMac eps SingaporeBlackKnockoutMac eps SingaporeWhiteMac eps SingaporeMac png SingaporeMac jpg Sample Letterhead UNITED KINGDOM transforming lives and communities Marketing amp Communications The Quinta Weston Rhyn 44 0 1691 773388 Oswestry Shropshire SY10 7LT www uk om org United Kingdom marketing uk om org There is no global OM style at present each country should determine acceptable local formats This is merely one example that includes vital information in a crisp structure The font used for contact data is Myriad Pro Semibold Condensed 9 pt 14 Sample Envelope and Business Card UNITED KINGDOM The Quinta Weston Rhyn Oswestry Shropshire SY10 7LT United Kingdom CANADA 212 West Street Port Colborne ON L3K 4E3 CANADA tel 1 905 835 2546 1 877 487 7777 thiessen Executive Director harvey cdn om org e www omcanada org transforming lives and communities OM Canada has found the use of portraits on business cards to be effective slightly different and a definite aid in being remembered The strapline is too long for the OM Canada logo but can still be used to communicate This uses the PMS186C spot colour mod
11. uses include fax transmissions one colour work and deliberately stark poster designs Note Black ink used in printing has unique character istics when used with other colours It can be set to overprint lighter colours which is the default choice and produces a richer black However when printed on top of darker colours or when a coloured area is split between light and dark colours the result can look banded and negatively highlight the transition For this reason the file can be set to knockout areas of colour underneath the black allowing it to print directly onto the paper colour Two versions of the black logo are provided overprint and knockout allowing the designer to make the appropriate choice Colour Scheme Guip AFRIKA 11 5 Reversed white This is the only other acceptable colour suitable for very dark backgrounds where the red would be indistinct Note Approximate RGB values are R 202 G 3 B 46 approximate hexadecimal values are CA032E Bear in mind that even with colour management software profiles no two monitors will display the exact same hue saturation or brightness The ong and jpg files use an RGB colour model In these instances only freedom is given to adjust colour with the intent of matching the CMYK profile Technical notes White and black are colours that can be misrepresent ed by software in some cases white can become semi transparent and bl
12. ze of the logo in any given document and the length of the strapline wording itself Spacing Using the example on this page to establish vertical Spacing with the strapline consider the three measure ments involved the height of the O in the letterform the gap between it and the strapline and the x height letter height not including ascenders or descenders of the strapline itself If for example in real terms the O is 37 5 mm the gap is 5 35 mm and the x height is 2 5 mm then the gap is 1 7 of the O height and the x height of the strapline text is 1 15 of the O height Whether picas millime tres or inches the ratio is the same In practice it is simple to achieve positioning visually using the example as a guide Horizontally the strapline should fill the width of the logo and country name but never exceed this width If it is slightly less than the full width it should be right aligned with the right edge of the country name Countries with short names e g Canada or USA may find it awkward to use the strapline as a single line since it will extend far beyond the country name Minimum sizing The weakness of linking a strapline of small text to a logo becomes apparent when reducing the size of the logo it quickly becomes illegible Therefore minimum height when using the strapline in proximity to the logo should not be less than 1 2 5 cm Without the Strapline or county name it
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