Escolar Documentos
Profissional Documentos
Cultura Documentos
Introduction
Over the course of several months, Fenton
more support.
Table of Contents
HOW TO TELL YOUR STORY
AUDIENCES TO TARGET
BRAND TOOLKIT
Messaging Pillars.................................6
Audiences..........................................20
Logo..................................................... 35
Master Narrative................................. 11
Logo Versions.................................... 36
Key Messages.................................... 13
Internal Development
Thought Leaders........................... 22
Corporate Philanthropies............ 25
High-Net-Worth Individuals......... 27
Ismaili Community......................... 29
Added Audience:
Corporate Sponsors......................31
Clear Communications
Checklist............................................. 33
Brand Guidelines
Messaging Pillars
Invest
Together
Purpose
Own
build
permanent
access
committed
deep
stable
rooted
durable
KEY CONCEPTS:
Invest in permanent institutions
Invest in relationships and in communities
Invest financial and human resources: money, technical assistance,
knowledge, support
ADDITIONAL WORDS:
ADDITIONAL WORDS:
full
broad
wide
gather
share
we
united
collected
partner
collective
common
diversity
celebrate
respect
individual
extraordinary
unique
all back-
grounds and
experiences
different
compassion
deep
reach
KEY CONCEPTS:
KEY CONCEPTS:
KEY CONCEPTS:
We have a comprehensive
approach
The continuum of work: the
relationship between investment,
active civil society, and permanent
institutions
Islam
dignity
quality of life
power
commitment
care
purposeful
leadership
KEY CONCEPTS:
Faith-inspired
Moral responsibility/mandate/obligation
The power to give back
Be an active member of your community
Everyone, everywhere has purpose
ADDITIONAL WORDS:
local
people
knowledge
rooted
partner
power
lead
transform
fuel
prosper
KEY CONCEPTS:
KEY CONCEPTS:
Self-reliance
access
dignity
potential
opportunity
choose
free
thrive
take action
Be able to meet their own needs and the needs of their community
Active and voluntary civil society
Opportunity, hope, power, ownership, agency to act
10
Master Narrative
A NARRATIVE SHOULD:
D
emonstrate your vision and, if
necessary, challenges or barriers
S
peak to your audiences shared values
Include effective language
C
onnect your cause to solutions
H
ighlight the impact of your work
E
nd with an invitation or call-to-action
A MESSAGE
A NARRATIVE
OF NOTE: As the foundation of your content, the master narrative serves as the common
story of AKF as it would be written out. The narrative is not meant to be recited verbatim in its
entirety; rather it is a jumping off point for you to craft your own voice in communicating the
AKF story using a common set of language.
| B RA ND GUID E L INE S | 201 5
11
12
Key Messages
WHAT MAKES A GOOD
MESSAGE?:
True
Believable
Emotional connected to peoples
core values
Supported by facts
Has an action component
Repeated
Framed to win
USING MESSAGES
Using messages consistently and
repetitively will reinforce your brand over
time. They never appear to the outside
world as they do below in a list on one
or two pages. What we have provided is a
menu of options for you to pull from and
use across communications in speeches
and remarks, press materials, website copy,
presentations to funders, etc depending on
the situation.
MESSAGES DO
MESSAGES DONT
Inspire interest
Invite people in
Make a connection
Tee up other messages and asks
Explain a process
Take the place of an accurate description
Convey complicated ideas
Use jargon
13
Core Messages
WHAT:
14
Core Messages
WHY:
15
Core Messages
HOW:
16
Core Messages
MESSAGES ON ISLAM:
Muslims.
of the world.
We believe that communities and societies are stronger The Aga Khan Foundation is dedicated to helping all
when they are built on the vision and collaboration of
17
Core Messages
MESSAGES ON HIS HIGHNESS:
Ismaili Muslims.
While still an undergraduate at Harvard, His
18
19
Audiences to Target
AKF USA
STAFF & NC
AKF
USA
VOLUNTEERS
a ili
un
it
Is
nd Collea
ds a
gu
n
e
rie
Com m
Pe er or
gan
iza
Intern
atio t
n
E n g a g e d P u b lic
Wor th Indivi
- Netdua
h
g
ls
Hi
r
h
o
t
p
n
y
, Fo
h il a
P
und
e
ra t
ati
k
a
e
r
m
s
o
y
, Th
ic
l
p
o
r
i
n k on
o
,P
s
n
lopment Tho Ta
e
v
io
ug
De
N
S
t
D
a
al
ff
AK
ia
adem
Ac
s
s,
rs
nk
ade
Le
ht
Priority Audiences
AKF USA
VOLUNTEERS
21
Elevator Pitches
The idea of an elevator pitch is to
be clear, compelling and concise.
Any representative of the Aga Khan
Foundation should be prepared to
make the most of a brief engagement
to open the door for a potentially
deeper discussion. A great elevator
pitch wont tell the whole story, but it
should establish a foundation for further
contact. You want to leave the listener
with a positive impression and set up
the next stage. This might be Can I give
you my card and get yours? or Id love
to follow up with you and learn more
about your work.
ADVANCE
AVOID
You can draw language from the master narrative, but what follows are examples of how
you might customize an elevator speech for specific audiences.
22
Elevator Pitch
Audience 1:
International
Development
Thought Leaders
Target
Audience
International
Development
Thought Leaders
What do they
care about?
How do we
reach them?
Innovative
and effective
development models
Proof points
Partnering on
initiatives in their
areas of interest or
regions of work
Speeches and
editorial media
Reports
Website
What do we want
them to do?
Foundation as a leader in
the field
Khan Foundation in
conversations, in writing
and in media as a unique
and effective model to
reduce poverty
Foundation through
financial gifts and grants
(Foundations)
23
Elevator Pitch
International
Development
Thought Leaders
24
Elevator Pitch
Foundations
25
Elevator Pitch
Audience 2:
Corporate
Philanthropies
Target
Audience
Corporate
Philanthropies
What do they
How do we
What do we want
Grant proposals
Impacting
Conferences and
care about?
engagement
proof points
communities where
they operate
Innovative, replicable,
scalable models
Advancing strategic
business interests
reach them?
and partnership
agreements
group meetings
industry events
them to do?
Foundation through
financial gifts and grants
Foundation among
industry influencers
Partner on initiatives
such as private-public
partnerships and impact
investing
Speeches and
editorial media
26
Elevator Pitch
Corporate
Philanthropies
27
Elevator Pitch
Audience 3:
High-Net-Worth
Individuals
Target
Audience
High-Net-Worth
Individuals
What do they
How do we
Making a difference
care about?
reach them?
group meetings
Top-tier national
media, editorial
media
What do we want
them to do?
financial gifts
Website
External
communications
vehicles (social
media, newsletters,
emails)
28
Elevator Pitch
High-Net-Worth
Individuals
29
Elevator Pitch
Audience 4:
Ismaili
Community
Target
Audience
Ismaili
Community
What do they
How do we
Supporting
care about?
communities abroad
Human stories
reach them?
and displayed at
events
Outreach from
volunteers before/
during/after events
Foundation Walk/Golf
Events
External
communications
vehicles (social
media, newsletters,
emails)
Website
What do we want
them to do?
Foundation approach
and success stories to
friends and colleagues
outside the Ismaili
community, especially
HNWI
30
Elevator Pitch
Ismaili
Community
31
Elevator Pitch
Added
Audience:
Corporate
Sponsors
Target
Audience
Corporate
Sponsors
What do they
How do we
Increasing brand
care about?
loyalty
Marketing and
promotional
opportunities
Targeting a niche
market
Opportunities for
staff engagement
Positive public
relations
reach them?
that fund events
similar to AKFs
events
Sponsorship
packages
Cold calls
Industry conferences
Leverage personal
What do we want
them to do?
through event
sponsorship and in-kind
Introduction to corporate
foundations
Corporate champion
relationships and
those of colleagues
Promote community
responsibility
Opportunities for
32
Elevator Pitch
Corporate
Sponsors
33
34
Brand Guidelines
Brand Toolkit
| B RA ND GUID E L INE S | 201 5
35
Logo
The Aga Khan Foundation logo is part
of the Aga Khan Development Network
family. it should not be altered in anyway
and presented proudly as part of our
enduring legacy.
PRIMARY MARK
An agency of the Aga Khan Development Network
An agency of
HORIZONTAL APPLICATION
An agen
36
Logo Versions
REVERSE LOGOS
An agency
of the
Khan
Development
Network
An agency
of Aga
the Aga
Khan
Development
Network
An agency of the Aga Khan Development Network
An agency Network
of the Aga Khan Development Network
An agency Network
of the Aga Khan Development Network
An agency of the Aga Khan Development
An agency of the Aga Khan Development
37
An
UNACCEPTABLE USES
ga
eA
op
vel
De
ork rk
tw two
Ne Ne
nt ent
e
m m
lop lop
eve eve
n Dan D
a
Kh Kh
ga ga
eA eA
f thof th
o
cy y
en nc
ag age
An An
An
cy
en
ag
th
of
n
ha
ork
etw
tN
n
me
38
File Type
.EPS
Usage
. JPG
.PNG
39
Color Palette
It is important to maintain a consistent
appearance of the logo and all visual
communications across various media
types and materials.
Using colors consistently in all
communications will strengthen
brand recognition, create impact and
differentiate our brand.
All colors are featured here with
specifications for a variety of on- and
offline applications.
GREEN
BLACK
WHITE
GREY
PMS 354
CMYK: 81/0/92/0
RGB: 0,177,64
HEX: #00b140
CMYK: 0/0/0/100
RGB: 0,0,0
HEX: #000000
CMYK: 0/0/0/0
RGB: 255,255,255
Hex: # ffffff
PRIMARY COLORS
The primary brand colors are pulled
directly from the AKDN parent brand and
are used to build brand equity at every
point of communication.
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Color Palette
SECONDARY COLORS
As a counterpoint to the brand colors of
the primary palette, the secondary colors
expand and add depth. Rich and fullbodied, they provide a solid infrastructure
upon which the AKF logo can move.
GOLD
YELLOW
LT. GREEN
DK. GREEN
PMS 457
CMYK: 0,16,75,27
RGB: 187, 158,47
HEX: #bb9e2f
PMS 1225
CMYK: 0, 22, 73, 0
RGB: 255, 200, 69
HEX: #ffc845
PMS 376
CMYK: 23,0,84,24
RGB: 149, 193, 31
Hex: #95C11F
PMS 349
CMYK: 90,12,95,40
RGB: 4, 106, 56
HEX: #046a38
41
Typography
MOST APPLICATIONS
While the font in the Aga Khan Foundation
logo is Bodoni Std, we use Proxima Nova
for headlines and body copy.
Proxima Nova is versatile, flexible, and
comes in several styles. Its available for
both Mac and PC platforms.
PROXIMA NOVA
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!?@#$%^&*()_+{}|;/
Proxima Nova Regular
Proxima Nova Italic
Proxima Nova Bold
Proxima Nova Bold Italic
42
Photography
PEOPLE FOCUSED
EXAMPLES
43
Graphic Direction
The Aga Khan Foundation connects
people such that together, we are
stronger and can make a greater impact
in the world around us. Our graphic
approach visually manifests this idea
by using simple elements which, when
combined, form a relationship to create
an impact greater than its parts. Strong
geometric shapes, layered transparency,
a creative use of negative space.
+
An agency of the Aga Khan Development Network
TOGETHER
44
Graphic Direction
An agency of the Aga Khan Development Network
SAMPLE LETTERHEAD
SAMPLE ONE-PAGER
An agency of the Aga Khan Development Network
Ende rem alique non etusa di omnis ex eos nonem excesen delecti nullique quosaectem.
An agency of the Aga Khan Development Network
corunt volupta
NULLIQUE QUOSAECTEM
Telephone: 202.293.2537
Facsimile: 202.785.1752
Email: info.akfusa@akdn.org
45
Graphic Direction
COVER
INSIDE
OVIDENIMUS CONECTIO
CUSAPERO ES ALIBUS
Everum nem fugitius voloreped
quam, nobit everum nonse non
rectur aut officiam alibus.
IP
IPS ITA
NIS
ISII QU
D
BITAN
DEEB
SAMPLE POSTCARD
FRONT
BACK
OVIDENIMUS
CONECTIO CUSAPERO
ES ALIBUS
Everum nem fugitius
voloreped quam, nobit
everum nonse non rectur aut
officiam alibus.
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Graphic Direction
OVIDENIMUS CONECTIO
CUSAPERO ES ALIBUS
LOREM IPSUM
ALET ALIQUE
LOREM IPSUM
Ende rem alique non etusa di omnis ex eos
nonem excesen delecti nullique quosaectem.
Dam facero omnimus. Ibusam qui debita inisi del
inturepedit laboria estrum volum. Epudipsus aut
abo. Ita sam, officiet pa sincid maiorem perspedis
es vendel et fuga. Atia volori corunt volupta.
Ovidenimus Conectio
Cusapero Es Alibus
LEARN MORE
CONTACT
SIGN IN
47
Weve designed a wordmark profile picture for social media accounts. To accommodate the logo
restrictions, we came up with an elegant and clear way to mark AKF volunteers on social media.
Above are two social media cover image options. These are suggested designs and we
encourage you to be creative in this space. If you use the AKF symbol on a self-created image,
please be sure to send it to the DC office before posting.
48
Twitter Conventions
Twitter Handle: @AKFVol[Region]
Twitter Bio: Aga Khan Foundation
Volunteers raise awareness & funds for the
Foundation, helping communities across
Africa & Asia build better futures together.
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Final Thoughts
Questions? Comments?
GERALDINE SICOLA
Please contact:
MARTHA SIPPLE
Communications and
Public Affairs Manager
martha.sipple@akdn.org
202-293-2537 ext. 105
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