IFRC BRAND

GUIDELINES
December 2019
Introduction
Background
The IFRC’s digital logo was adopted by the IFRC Gov-
erning Board in May 2014. Its use was restricted to cam-
paigns, fundraising, co-branding with partners and the
branding of IFRC digital platforms and communica-tions
materials. The logo was not developed to replace the IF-
RC’s conventional logo, rather it was designed spe-cifical-
ly for digital platforms, to overcome the practical design
constraints posed by the long-form conventional IFRC
logo.
Since the adoption of the digital logo there has been a
growing call amongst certain staff within the IFRC sec-re-
tariat, donors and partners to have a more userfriendly
and universal solution outside of the digital space to in-
clude branded marketing and communication products Conventional logo
such as publications and banners; IFRC merchandise
and souvenirs; co-branded communications initiatives
with external partners; and for operational branding such
as visibility and labelling of relief items, vehicles, equip-
ment, as well as field clothing.
There is considerable confusion and misunderstanding
around the IFRC’s brand identity and use of logos.

Digital logo
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New logo
Background
A new logo can help in reframing the IFRC’s identity and
positioning as a more dynamic and modern organisation.
Also, updating and consolidating the IFRC’s branding
guidelines and promoting them internally would certain-
ly serve to bring greater coherence to the IFRC’s brand
identity.

Audiences
• National Societies
• Donors
• IFRC employees
• Media
• The rest of the world Horizontal logo

Goals
1. Create one, uniform graphic identity across
various products and platforms
2. Strengthen IFRC brand, increase the visibility of the
IFRC and ensure consistent brand image
3. Show change of the core mentality:
digital first approach

Square logo
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Logo: clear space,
white background 10 mm

and sizes
Clear Space
To ensure high visibility and an uncluttered presentation,
always maintain “clear space” around the logo.
Determine the logo’s clear space by measuring the size of
the “x”, where “x” is the height of the logo.

White background
The white background should always be larger than the
space covered by the emblems and text:
Horizontal logo: clear space
• The white background around the emblems and the
text should always equal half of the height or width of
one of the emblems as shown in the example.

Sizes 8 mm

For print use, the horizontal version of the logo should

never be reduced below the minimum size of 10 mm
(width) and the square logo should never be reduced be-
low the minimum size of 8 mm (width).

Square logo: clear space

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Logo:
reference centres
(example)

Horizontal logo

Vertical logo
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Logo: co-branding
If there is a need to show several partner logos, it’s very Partner Logo

important to display all of the logos as equal and visual-

ly balanced. In order to do that, please follow the shown
examples.

Co-branding: approach and example

Partner Logo

Co-branding: approach and example

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Logo Typeface
Montserrat Bold
Montser­rat is a ge­o­met­ric sans-serif type­face de­signed I watched
the storm,
by Juli­eta Ulanovsky, in­spired by posters and sig­nage
from her his­tor­i­cal Buenos Aires neigh­bor­hood of the
same name. It is rather close in spirit to Gotham and
Prox­ima Nova, but has its own in­di­vid­ual ap­pear­ance —

so beautiful
more in­for­mal, less ex­tended, and more id­iosyn­cratic.
It is pro­vided in a to­tal of nine dif­fer­ent weights, each hav­
ing eight fig­ure styles and small caps in both up­right and
italic shapes.

yet terrific.

Montserrat Bold

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Colour palette
Dark Grey: Pantone Black 7 CP
Four Colour process: C: 0% M: 0% Y: 0% K: 95%
RGB Process: R:50 G:50 B:50
There are three primary colour options for the logo – dark Web Colours: #323232
grey, white and red. These colours have been selected to
provide a bright, clean, modern and sophisticated look. White
Four Colour process: C: 0% M: 0% Y: 0% K: 0%
RGB Process: R:255 G:255 B:255
Web Colours: #ffffff

Red: Pantone Red 032 C

Four Colour process:C: 0% M: 86% Y: 63% K: 0%
RGB Process: R:239 G:51 B:64
Web Colours: #f5333f

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Merchandise White t-shirt front Field vest

White cap White mug

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Stationery

Stationery

Publication example
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Digital

Website

Mobile version
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Social Media

Facebook Twitter

LinkedIn Instagram
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Banners

Banner

Banner
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 For more information,
please contact:
IFRC Communications department
Benoit Carpentier: benoit.carpentier@ifrc.org
Nic Jones: nicholalyndsay.jones@ifrc.org
Val Shapiro: valentina.shapiro@ifrc.org