This is a practical book. It shows you how to use our new logo, what we want to achieve through photography, and how
to use design to maximize our impact.
It gives you typographic details, colour palettes and advice on choice of images. It provides the tools to create something strong and distinctive, in a clearly marked family of Christian Aid communications.
It is written principally for designers and those project managing design for print, digital, broadcast or online media, and for
all those generating publicity material in national, regional or church contexts. It is also useful for those involved in gathering
and preparing material for Christian Aid communications: communications officers, writers, editors and photographers.
Some examples of the materials shown in these guidelines are mock-ups solely for the purpose of illustration. Please refer
to the design and production unit for further information (see contact details 26 01).
But this handbook is about more than functionality.
It’s about how we create powerful, coherent communications that are unmistakably, see-it-from-a-distance
Christian Aid. It’s about saying who we are and what we do, loudly and clearly.
It’s about hammering home the fact – too often diluted in the past by a plethora of muddy images and conflicting design –
that we are uncompromising in our fight against poverty and injustice. These design guidelines show that we are about taking
action in a modern world. By strengthening our voice, our stronger image will help us to make change happen.
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