BRAND GUIDELINES | 2015
Dec 16, 2015
BRAND GUIDELINES | 2015
| BRAND GUIDEL INES | 2015 2
Introduction
Over the course of several months, Fenton
completed an extensive research process in
order to gain a sophisticated understanding
of the Aga Khan Foundation USA. Our goal
was to equip your staff with common, concise
and compelling language that speak to what
the Aga Khan Foundation is about.
An in-depth research and discovery
process, starting with numerous stakeholder
interviews, enabled us to gather tremendous
insight into the elements people inside and
outside of the organization consider most
central to your brand. A landscape analysis
of your peers and competitors helped us to
define the space that you occupy and clearly
identify your distinct traits. After performing
a media and digital audit, we analyzed how
your story was currently being told to the
public and made some recommendations
as to how to better capture the unique
approach and human impact of your story.
We hope that the new messaging and
graphic direction contained in this brand
guidelines accurately reflect your goals
and uniquely position you to grow and gain
more support.
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The AKF Brand
A brand is the promise you make to your
staff, partners, funders and the greater
public about who you are and what they
can expect. It creates a net impression in
the minds of your audiences. It includes
tangibles, such as your process and your
results, and intangibles, such as inspiring
confidence. A brand is expressed through
brand elements incorporated into all points
of contact, from your personal interactions to
your written materials to the appearance of
your digital assets.
A strong brand is important as it builds
a relationship with all of your audiences.
It increases awareness of everyone in
the Aga Khan Foundation network and
communicates your mission and values. It
shapes their perceptions of what the Aga
Khan Foundation does and influences their
behavior, such as increasing funding and
partnering on new initiatives.
The brand elements contained within this
toolkit are distinctive, easily recognizable and
facilitate the formation of strong, favorable
and unique brand associations. These
elements from the new messaging platform
to the graphic direction serve as the
foundation from which your brand equity will
grow. Brand equity, or brand value, reinforces
your position in the hearts and minds of
partners, funders and the public.
You should refer to this manual before
creating any form of communication to
ensure you are disseminating clear, concise
and consistent visual and verbal information
to all of your stakeholders. By presenting
a consistent brand message and look, you
can help set the Aga Khan Foundation apart
from other organizations in your space
ultimately promoting a poverty solutions
model that benefits people and communities
the world over.
You should refer to this manual before creating any form of communication to ensure you are disseminating clear, concise and consistent visual and verbal information to all of your stakeholders. By presenting a consistent brand look and message, you can help set the Aga Khan Foundation apart from other organizations in your spaceultimately promoting a poverty solutions model that benefits people and communities the world over.
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Table of Contents
HOW TO TELL YOUR STORY
Messaging Pillars ................................6
Master Narrative ................................ 11
Key Messages ................................... 13
AUDIENCES TO TARGET
Audiences .........................................20
Elevator Pitch by Key Audiences
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 TOOLKIT
Logo .................................................... 35
Logo Versions ................................... 36
Logo Dos and Donts ..................... 37
Color Palette ..................................... 39
Typography ........................................ 41
Photography ..................................... 42
Graphic Direction ............................ 43
Volunteer Social Media Style Guide.........................................47
Brand Guidelines
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How to tell the AKF story
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Messaging Pillars
Messaging pillars are clean, simple
words that serve as the foundation of the
master narrative. They are not intended
to encapsulate everything about the
foundation; they are little words that, when
unpacked, reveal big concepts. The words,
and the concepts they represent, will be
woven throughout the master narrative.
The following are the five recommended
pillars of the Aga Khan Foundation
messaging platform. For each pillar, weve
included a set of words that can be used in
addition to or in combination with the pillar.
We have also included the key concepts
that are rolled into each pillar.
InvestTogetherPurposeOwn
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Messaging Pillars | Invest
KEY CONCEPTS:
Invest in permanent institutions
Invest in relationships and in communities
Invest financial and human resources: money, technical assistance, knowledge, support
ADDITIONAL WORDS:
long-term
permanent
committed
stable
durable
build
access
deep
rooted
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KEY CONCEPTS: Improving living conditions and opportunities for all people
Collective focus on respect for human dignity
Universal values
We are interconnected
Peace among disparate groups
We all share a common humanity; we value all human lives
In a world where there are more conflicts and differences than ever before, there are still some things we can all get behind
Partnering with local communities
ADDITIONAL WORDS:
united collected partner collective common
gather share we
KEY CONCEPTS: Harness the best from people of
all walks of life
Respect and represent multiple interests
Appreciate diversity and embrace inclusion
ADDITIONAL WORDS:
diversity celebrate respect individual extraordinary unique
all back-grounds and experiences
different compassion
KEY CONCEPTS: We have a comprehensive
approach
The continuum of work: the relationship between investment, active civil society, and permanent institutions
ADDITIONAL WORDS:
full broad wide
deep reach
Messaging Pillars | Together
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Messaging Pillars | Purpose
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:
power commitment care purposeful leadership
Islam dignity quality of life
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Messaging Pillars | Own
KEY CONCEPTS:
Communities are participants in their own development
Local knowledge, local presence, rooted in local society
ADDITIONAL WORDS:
local people knowledge rooted partner
KEY CONCEPTS:
Self-reliance
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
ADDITIONAL WORDS:
power lead transform fuel prosper
access dignity potential opportunity choose
free thrive take action
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Master Narrative
Every brand begins with a story. The
suggested Aga Khan Foundation master
narrative is a common jumping off place
to tell your story. While we realize that
individuals will put their own spin on it, the
narrative should be a primarily common
story. It is the foundation for your content,
whether that content is a fundraising appeal,
a speech, or an elevator pitch to a stranger
at a conference.
The Aga Khan Foundation is an organization
that includes many players and involves
work across different sectors. For this
reason, it is a challenge to tell your story in a
manner that is clear, compelling and simple
enough for the uninitiated. The narrative is
intentionally high level and straightforward.
Our goal is to enable AKF to invite in as
many stakeholders as possible with a
narrative that contains multiple entry points.
A NARRATIVE SHOULD:
Demonstrate your vision and, if necessary, challenges or barriers
Speak to your audiences shared values
Include effective language
Connect your cause to solutions
Highlight the impact of your work
End with an invitation or call-to-action
A MESSAGEis a short, simple idea that helps to
communicate your point and, when combined
with other messages, forms a narrative.
A NARRATIVEtells your story. A combination of several
key messages, tailored for the person you
are speaking to, a narrative is the story that
drives your organizations mission.
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.
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The Aga Khan Foundation Narrative
Reliable hospitals, schools and community
centers. Flourishing economies. Informed
and engaged people who have the space
and collective power to shape their own
futures. These are the cornerstones of
all thriving communities. Without them,
families remain stuck in a cycle of poverty,
clinging to insufficient government services
and dependent on short-lived aid. The Aga
Khan Foundation is breaking the cycle.
As a member of the Aga Khan
Development Network, one of the worlds
leading poverty solutions networks, the
Aga Khan Foundation engages with
communities around the world to build
better futures together. Harnessing the
best from people of all walks of life,
we build deep partnerships with local
nonprofits, businesses, governments and
community leaders based on a shared
vision of prosperity for all. Working
closely with our partners, we make long-
term commitments to innovative model
programs that improve quality of life,
from early childhood education to green
space preservation. Poverty is a complex
problem, yet we make progress when we
integrate the efforts of organizations from
all sectors and all regions of the world.
Meaningful change takes time, which is
why weve been working in communities
across Africa and Asia for decadesand
will be there for generations to come. We
invest in high-quality institutions such as
clinics, banks and universities that anchor
communities and provide opportunities
for people to unlock their own promise.
Rooted in local knowledge and ownership,
and equipped with tools like education
and health, people begin to realize
their potential and drive change in their
communities. Each generation grows
stronger as more individuals benefit, and
a transformation takes place. Civil society
begins to thrive. People establish mutual
trust and respect and, together, make
decisions to lift up the community.
At the Aga Khan Foundation, we believe
we all have purpose. Driven by our belief
in our shared humanity, we are dedicated
to helping all people fulfill that promise
for themselves. Our Foundation reaches
3.5 million people annually in 16 countries.
And we have so much more to do. We are
stronger together, and in a world where
differences and conflicts divide, now is the
time to build a better future together. Join
us.
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Key Messages
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.
At the same time, messages do not
describe every single facet of the Aga Khan
Foundation. They serve to position the
organization, initiate understanding, and
open the door to deeper conversations with
stakeholders depending on their knowledge
and interest level. It helps to think of
messages as scaffolding; you need to start
simply and then build up depending on how
far you need to reach.
WHAT MAKES A GOOD MESSAGE?:
True Believable Emotional connected to peoples
core values
Supported by facts Has an action component Repeated Framed to win
MESSAGES DO Inspire interest Invite people in Make a connection Tee up other messages and asks
MESSAGES DONT Explain a process Take the place of an accurate description Convey complicated ideas Use jargon
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Core Messages
WHAT:
The Aga Khan Foundation helps communities around the world build better futures together.
We are a member of the Aga Khan Development Network, one of the worlds leading poverty solutions
networks.
Reliable hospitals and schools, flourishing economies and strong civil society are the cornerstones of all
thriving communities.
Without them, families remain stuck in a cycle of poverty. The Aga Khan Foundation is breaking the
cycle of poverty.
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Core Messages
WHY:
At the Aga Khan Foundation, we believe we all have purpose, and we are dedicated to helping people fulfill
that promise for themselves.
Our work is driven by a firm belief in our shared humanity. We know we are stronger together.
In a world where there are more differences and conflicts than ever before, now is the time to come
together and drive positive change for all people.
We are driven by the belief that when all people regardless of faith, origin or gender live and work
side by side to improve their communities, the fabric of
society is stronger.
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Core Messages
HOW:
The cycle of poverty is enormously complex, but we see success when we integrate the efforts of organizations from all sectors and across regions of the world. We are stronger together.
We are committed to three areas of work: building permanent institutions, making long-term investments and cultivating local leadership.
Each area of work is essential to breaking the cycle of poverty; one cant work without the other.
We build high-quality institutions like clinics, banks and universities that anchor communities and help people unlock their own promise.
We make long-term investments in innovative programs that improve quality of life for people in the poorest regions of the world.
We cultivate deep partnerships with local nonprofits, businesses, governments and community leaders because we believe in the power of harnessing the best from people of all walks of life.
Strengthened by access to good education and health, people begin to realize their potential and drive change in their communities.
Over time, a transformation takes place: as people come together to make decisions to lift up the community, civil society begins to thrive.
Meaningful change takes time, which is why we invest in the long-term.
Weve been working with communities across Africa and Asia for decadesand we will continue to advance positive change that lasts for generations to come.
At the moment, were committed to over 200 projects in 30 countries around the world. And we have so much more to do.
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Core Messages
MESSAGES ON ISLAM:
The Aga Khan Foundation was founded by His Highness the Aga Khan, spiritual leader of the Ismaili
Muslims.
Islam is grounded in a strong ethic of helping others and giving back.
We believe that communities and societies are stronger when they are built on the vision and collaboration of
people from all different backgrounds.
While inspired by the values of Islam, our staff, our partners and the people we serve represent all religions
of the world.
Our work is driven by the belief in our shared humanity and the firm conviction that we all have purpose.
The Aga Khan Foundation is dedicated to helping all people fulfill their own promise.
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Core Messages
MESSAGES ON HIS HIGHNESS:
His Highness the Aga Khan is the hereditary Imam, or spiritual leader, of the Shia Imami Ismaili Muslims.
His Highness is the 49th hereditary Imam of the Shia Ismaili Muslims.
While still an undergraduate at Harvard, His Highness was chosen by his grandfather to succeed him as Imam in 1957.
There are approximately 12-15 million Ismaili Muslims living in over 25 countries worldwide.
In addition to being a spiritual leader, the Aga Khan is the founder and chairman of the Aga Khan Development Network, one of the worlds leading poverty solutions networks.
As spiritual leader of the Ismaili Muslims, the Aga Khan is responsible for both interpreting the faith and also for improving quality of life in the face of modern challenges.
His Highness the Aga Khan has a deep commitment to improving quality of life for all. This means helping people unlock their own promise to meet the needs of their families and pursue their own goals and dreams.
Addressing the challenges of poverty takes time and investment which is why AKDN has been building lasting institutions like schools and hospitals for over 50 years.
The Aga Khan has said that one of his greatest sources of happiness is the broad reach and impact of the Aga Khan Development Network.
Driven by his belief in our shared humanity, His Highness is dedicated to helping people around the world build a better future.
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The Aga Khan Foundation Work Areas
Aga Khan Foundation is committed to
three areas of work: building permanent
institutions, making long-term investments,
and cultivating local leadership. Each is
essential to breaking the cycle of poverty;
one area cannot work without the other.
We see success when we integrate the
efforts of organizations from all sectors and
within regions
Audiences to Target
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Priority AudiencesIn order to reach AKFs strategic goals of elevating its brand
among international development leaders and garnering
further financial support, we recommend AKF target the
specific audiences that will help further these goals.
This chart shows in green the audiences AKF
communications will target directly, and outward from
those, in grey, the ones who will be reached indirectly.
For example: AKF USA staff and NC will communicate the new
messaging and branding to AKDN
International Development Thought Leaders will influence the opinions of Peer Organizations, Policymakers, Think Tanks and Academia
Corporate Philanthropy and HNWIs set giving trends for the general public
The Ismaili Community will spread the word to their friends and colleagues
Engaged Public
High-Ne
t-Worth Individuals
Corp
orate P
hilanthropy, Foundations
Pe
er o
rgan
izatio
ns, Po
licymakers, Think Tanks, Academ
iaInte
rnat
iona
l Deve
lopment Thought Leaders
AKDN Staff
AKF USASTAFF & NC
AKF USA
VOLUN-TEERS
Friend
s and Colleagues
Is
maili Community
AKF USAVOLUNTEERS
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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
Short, concise descriptions Relatable language Positive, inspirational tone Demonstrate impact and outcomes Clear, simple call-to-action
AVOID
Trying to capture everything Jargon Focusing on process All inputs without outcomes Confusing ask, or asking too much
You can draw language from the master narrative, but what follows are examples of how you might customize an elevator speech for specific audiences.
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Elevator Pitch
Audience 1:International Development Thought Leaders
Target Audience
What do they care about?
How do we reach them?
What do we want them to do?
International Development Thought Leaders
Addressing long-term global poverty
Innovative and effective development models
Proof points Partnering on
initiatives in their areas of interest or regions of work
Conferences and other field events
Top-tier national and trade media
Speeches and editorial media
Reports Website
Recognize the Aga Khan Foundation as a leader in the field
Refer to the Aga Khan Foundation in conversations, in writing and in media as a unique and effective model to reduce poverty
Be ambassadors for the Aga Khan Foundation brand to influence peer organizations, policymakers, think tanks and academia
Support the Aga Khan Foundation through financial gifts and grants (Foundations)
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Elevator Pitch
International Development Thought Leaders
Hi. Im __________, and I [fill in the blank
with title/role] at the Aga Khan Foundation.
Were a member of the Aga Khan
Development Network, one of the worlds
leading poverty solutions networks.
This year, as global leaders come together
to define a new set of Sustainable
Development Goals, were seeing a shift in
focus from outlining what the goals are to
deciding how we will achieve them together.
At the Aga Khan Foundation, were seeing
success when we integrate the efforts of
organizations from all sectors and across
regions of the world. Our unique approach
is to partner with local business and
government leaders, support burgeoning
civil society, and invest in the most
innovative programs and the highest-quality
institutions such as schools and hospitals.
Were proud to have partnered with
organizations like the Gates Foundation and
USAID to drive long-term and measurable
impact. Right now, were committed to over
200 projects in 30 countries around the
world, and we have so much more to do.
Can I connect you with [insert relevant staff
person] who can give you more information
about [fill in precise ask for person. Ex:
Can I connect you with Elizabeth Grant, our
program manager who can give you more
information about MIAD?]
SUGGESTED PROOF POINTS (PICK 2-3) List of other prestigious partners, information and data about an innovative program,
numbers of people served by an AKF institution (number of students graduating from
universities, people served by hospitals, businesses funded by impact investor dollars, etc.),
other impact data
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Elevator Pitch
Foundations Hi. Im __________, and I [fill in the blank with title/role] at the Aga Khan Foundation.
Were a member of the Aga Khan
Development Network, one of the worlds
leading poverty solutions networks.
At this years summits, leaders from around
the world will define a plan to achieve a
new set of Sustainable Development Goals
together. At the Aga Khan Foundation,
were seeing success when we integrate
the efforts of organizations from all sectors
and across regions of the world. Our unique
and time-tested approach focuses on
three areas: building the highest-quality
institutions like banks and universities,
making long-term investments to the most
innovative programs, and cultivating local
leadership.
Right now, were committed to over 200
projects in 30 countries around the world,
and we have so much more to do. Can I
get your card so I can send you some more
information? Id love to tell you about [insert
relevant success story. Ex: the exciting
womens literacy program we were able
to launch last year thanks to support from
the Gates Foundation and the expansion
plans that need funding next year.] OR Can I connect you with [insert relevant staff
person] to learn more about [fill in precise
ask for person. Ex: I know youve recently
expanded your program areas to include
micro-entrepreneurship; can I connect you
with my colleague Pearl Akosah? Pearl is
our senior program officer and can speak
more to how were empowering small-scale
entrepreneurs.]
SUGGESTED PROOF POINTS (PICK 2-3) List of other prestigious foundation funders (and corporate and development organization
partners), information and data about an innovative program, numbers of people served
by an AKF institution (number of students graduating from universities, people served by
hospitals, years people have had access to a bank, etc.), other impact data
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Elevator Pitch
Audience 2:Corporate Philanthropies
Target Audience
What do they care about?
How do we reach them?
What do we want them to do?
Corporate Philanthropies
CSR brand profile Employee
engagement
Human stories and proof points
Impacting communities where they operate
Innovative, replicable, scalable models
Advancing strategic business interests
Being associated with credible, reputable partners
Grant proposals and partnership agreements
One-on-one or small group meetings
Conferences and industry events
Top-tier national and trade media; financial industry press
Speeches and editorial media
Reports Website
Support the Aga Khan Foundation through financial gifts and grants
Promote the Aga Khan Foundation among industry influencers
Partner on initiatives such as private-public partnerships and impact investing
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Elevator Pitch
Corporate Philanthropies
Hi. Im __________ and I [fill in the blank
with title/role] at the Aga Khan Foundation.
Were a member of the Aga Khan
Development Network, one of the worlds
leading poverty solutions networks, and we
help communities around the world build
better futures.
Our unique approach has three components:
we build the highest-quality institutions like
banks and universities, we make long-term
investments to the most innovative programs,
and we cultivate strong local leadership.
By partnering with local businesses and
leaders, we are able to drive impact that
is rooted in the community and lasts for
generations. Were proud to have partnered
with companies like Johnson & Johnson
and Intel in our work. Thanks in part to their
support, we are currently committed to
over 200 projects in 30 countries around
the world, and we have so much more to
do. Can I get your card so I can send you
some more information? Id love to tell you
about [insert relevant success story. Ex: the
exciting financial literacy program we were
able to launch last year thanks to support
from Johnson & Johnson and Intel.] OR Can I connect you with [insert relevant staff
person] to learn more about [fill in precise
ask for person. Ex: I know youve recently
expanded your corporate giving to include
an impact investing portfolio. Can I connect
you with my colleague Rick Kellett? Rick is
our director of programs and investments
and can speak more to how were
leveraging impact investing where people
need it the most.]
SUGGESTED PROOF POINTS (PICK 2-3) Charity Navigator rating, list of other prestigious corporate funders/partners, information
and data about an innovative program, success story of an employee engagement program,
numbers of people served by an AKF institution (number of students graduating from
universities, people served by hospitals, businesses funded by impact investor dollars, etc.),
other impact data
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Elevator Pitch
Audience 3:High-Net-Worth Individuals
Target Audience
What do they care about?
How do we reach them?
What do we want them to do?
High-Net-WorthIndividuals
Making a difference in the lives of the less fortunate through donations
Being associated with credible, reputable strategic partners
Human stories and proof points
Galas, charity events One-on-one or small
group meetings
Top-tier national media, editorial media
Website External
communications vehicles (social media, newsletters, emails)
Support the Aga Khan Foundation through financial gifts
Promote the Aga Khan Foundation among their peers
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Elevator Pitch
High-Net-Worth Individuals
Hi. Im __________ and I [fill in the blank
with title/role] at the Aga Khan Foundation.
Were a member of the Aga Khan
Development Network, one of the worlds
leading poverty solutions networks, and we
help communities around the world build
better futures.
As you know, the cycle of poverty is
enormously complex, but were seeing
success through our unique approach which
focuses on three areas of work: building the
highest-quality institutions like banks and
universities, making long-term investments
to the most innovative programs, and
cultivating local leadership. Because weve
made long-term commitments to work
with communities across Africa and Asia,
weve been able to see firsthand that when
people are strengthened by access to good
education and health, they begin to realize
their potential and drive meaningful change
that lasts for generations to come.
Right now, were committed to over 200
projects in 30 countries around the world,
and we have so much more to do. With
your support, we can make a lasting impact
together. Can I get your card so I can send
you some more information? Id love to tell
you about [fill in with relevant personal,
emotional success story]. OR Can I connect you with [insert relevant staff person] to learn
more about [fill in precise ask for person.
Ex: Can I connect you with Karim Juma,
our associate director of donor services,
to learn more about how you can support
communities in building better futures?]
SUGGESTED PROOF POINTS (PICK 2-3) Charity Navigator rating, personal stories of impact, numbers of people served by an AKF
institution (number of students graduating from universities, people served by hospitals,
businesses funded by impact investor dollars, etc.), list of prestigious partnerships, other
impact data
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Elevator Pitch
Audience 4:Ismaili Community
Target Audience
What do they care about?
How do we reach them?
What do we want them to do?
IsmailiCommunity
Supporting communities abroad
Human stories
Materials distributed and displayed at events
Outreach from volunteers before/during/after events
The Aga Khan Foundation Walk/Golf Events
External communications vehicles (social media, newsletters, emails)
Website
Gain better understanding of the Aga Khan Foundation and its objectives as a poverty solutions network
Promote the Aga Khan Foundation approach and success stories to friends and colleagues outside the Ismaili community, especially HNWI
Engage with the Aga Khan Foundation through its various social media platforms (like, follow, retweet, share, reply, mention) and events
Volunteer for the Foundation
Support the Foundation through financial gifts
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Elevator Pitch
Ismaili Community
Hi. Im __________ and I [fill in the blank
with title/role] at the Aga Khan Foundation.
Were a member of the Aga Khan
Development Network, one of the worlds
leading poverty solutions networks, founded
by his Highness the Aga Khan, and we help
both Ismaili and non-Ismaili communities
around the world build better futures.
Think about what makes a community thrive.
Reliable hospitals, schools and community
centers. Flourishing economies. Informed
and engaged people who are able to shape
their own futures. Without these things,
families remain stuck in a cycle of poverty.
The Aga Khan Foundation is breaking the
cycle. Right now, we are committed to over
200 projects in 30 countries around the
world, and we have so much more to do.
With your support, we can build a better
future together. If youre interested, Id love
to connect you with [insert relevant staff
person] so you can learn more about [fill in
precise ask for person, Ex: Can I connect
you with Aziz Valliani, the chair of our
National Committee, so you can learn more
about how to get involved with the Aga
Khan Foundation].
SUGGESTED PROOF POINTS (PICK 2-3) Personal stories of impact, Charity Navigator rating, numbers of people served by an AKF
institution (number of students graduating from universities, people served by hospitals,
businesses funded by impact investor dollars, etc.)
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Elevator Pitch
Added Audience:Corporate Sponsors
Target Audience
What do they care about?
How do we reach them?
What do we want them to do?
Corporate Sponsors
Increasing brand loyalty
Marketing and promotional opportunities
Targeting a niche market
Opportunities for staff engagement
Positive public relations
Brand differentiation Creating awareness
of products and services
Promote community responsibility
Opportunities for the public to sample products
Identify corporations that fund events similar to AKFs events
Sponsorship packages
Cold calls Industry conferences Leverage personal
relationships and those of colleagues
Social media such as LinkedIn
Support AKF events through event sponsorship and in-kind
Introduction to corporate foundations
Corporate champion
| BRAND GUIDEL INES | 2015 33
Elevator Pitch
Corporate Sponsors
Hi. Im __________ and I [fill in the blank with title/
role] at the Aga Khan Foundation. Were a member
of the Aga Khan Development Network, one of the
worlds leading poverty solutions networks, and we
help communities around the world build better futures.
Our unique approach has three components: we
build the highest-quality institutions like banks and
universities, we make long-term investments to the
most innovative programs, and we cultivate strong
local leadership. In the United States our activities
bring visibility to the issue of global poverty. We work
closely with small businesses and corporate sponsors
across the country to host events that increase the
awareness and financial resources that improve living
conditions and opportunities for all people. Were
proud to have sponsors like The Coca-Cola Company
that have respect for the commitment the Aga Khan
Foundation has to improve the quality of life. Whether
its Coke or Duncan Brands our events get our
sponsors in front of a niche market and they provide
the opportunity to highlight brand differentiation.
Thanks in part to our sponsors our events increased
our sponsors promotional opportunities to more than
30,000 consumers a year and a combined social media
reach to almost 10,000. Can I get your card so I can
send you some more information? Id love to tell you
more about [insert relevant success story: Ex: Major
sponsor like Coke whose sponsorship satisfaction
led to the corporation increasing their sponsorship
by 92 percent in one year.] OR Can I connect you with
[insert relevant staff person] so you can learn more
about [fill in precise ask for person. Ex. I know you
have several new products coming out this year and
also acquiring XYZs subsidiary Can I connect you
with Todd Pittman? Todd is our manager of resource
development and fundraising and can speak more to
how our events are increasing sponsors brand loyalty
and providing the opportunity for staff engagement
while leveraging the awareness from sponsorships
where people need it most.].
SUGGESTED PROOF POINTS (PICK 2-3) Personal stories of impact, Charity Navigator rating, numbers of people served by an AKF
institution (number of students graduating from universities, people served by hospitals,
businesses funded by impact investor dollars, etc.)
| BRAND GUIDEL INES | 2015 34
Clear Communications Checklist
Does this communication start at a high level?
Is this process-oriented or results-driven?
Does it need to appeal to a specific audience?
Does it tell an engaging story?
Does this use core messaging?
Does this provide anecdotal or data-based proof points?
Have you described impact?
Is there a clear call to action?
Brand Guidelines
| BRAND GUIDEL INES | 2015 35
Brand Toolkit
| BRAND GUIDEL INES | 2015 36
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.
Where possible, the logo should appear
with the tagline as part of its strategic
positioning.
PRIMARY MARK
HORIZONTAL APPLICATION
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
| BRAND GUIDEL INES | 2015 37
Logo Versions
REVERSE LOGOSThe reverse white logo may be set on any
solid color, as long as the logo is clearly
separated from the background.
BLACK AND WHITE LOGOSB+W versions of the logo should only be
used when color is not an option. Use
the logos displayed here in solid black
& white, not a color logo converted to
grayscale.
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network An agency of the Aga Khan Development Network
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An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
| BRAND GUIDEL INES | 2015 38
Logo Dos and Donts
Each element has been crafted to work
in concert to achieve a whole whose
sum is greater than its parts. Maligning or
otherwise altering an aspect of the logo
in its entirety adds confusion and dilutes
brand equity. Make special attention to
care for the brand and build its presence.
UNACCEPTABLE USES
Do not move, change or
scale any elements
Do not distort or stretch
the logo
Do not crop or rotate the
logo
Do not alter the appearance
with special effects [like
drop shadow]
Do not change the colors in
the logo
Do not place the logo over
busy backgrounds that do
not offer enough contrast
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An agency of the Aga Khan Development Network
An ag
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f the A
ga Kh
an De
velopm
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twork
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A member of the Aga Khan Development Network
An agency of the Aga Khan Development NetworkAn agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
| BRAND GUIDEL INES | 2015 39
Logo File Types
File Type Usage
.EPS Ideal for printed pieces. This file type will have a transparent background and
can be expanded to any size without pixellation or other quality loss.
Not suitable for web.
.PDF Good for print and MS Office applications (Word, Powerpoint, etc).
This file type will have a transparent background.
.JPG Good for print and MS Office applications. This file type will have a transparent background.
.PNG Good for web and and MS Office applications . This file type will likely have a transparent background.
GUIDE TO LOGO FILESThis section provides an overview of the
logo file formats available for your use.
Use this chart to help you determine which
logo file you require based on your project
needs.
| BRAND GUIDEL INES | 2015 40
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.
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.
GREENPMS 354
CMYK: 81/0/92/0
RGB: 0,177,64
HEX: #00b140
BLACKCMYK: 0/0/0/100
RGB: 0,0,0
HEX: #000000
WHITECMYK: 0/0/0/0
RGB: 255,255,255
Hex: # ffffff
GREYPMS Cool Gray 11
CMYK: 3/3/0/64
RGB: 88,88,91
HEX: #58585b
| BRAND GUIDEL INES | 2015 41
Color Palette
SECONDARY COLORS
As a counterpoint to the brand colors of
the primary palette, the secondary colors
expand and add depth. Rich and full-
bodied, they provide a solid infrastructure
upon which the AKF logo can move.
GOLDPMS 457
CMYK: 0,16,75,27
RGB: 187, 158,47
HEX: #bb9e2f
YELLOWPMS 1225
CMYK: 0, 22, 73, 0
RGB: 255, 200, 69
HEX: #ffc845
LT. GREENPMS 376
CMYK: 23,0,84,24
RGB: 149, 193, 31
Hex: #95C11F
DK. GREENPMS 349
CMYK: 90,12,95,40
RGB: 4, 106, 56
HEX: #046a38
| BRAND GUIDEL INES | 2015 42
Typography
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?@#$%^&*()_+{}|;/
Proxima Nova Regular
Proxima Nova Italic Proxima Nova Bold
Proxima Nova Bold Italic
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
| BRAND GUIDEL INES | 2015 43
Photography
PEOPLE FOCUSEDThe Aga Khan Foundation is about
impacting real people in real situations.
Our imagery should reflect this. Dynamic,
colorful, high-impact images that connect
our programs with the people they help.
Work to make imagery complement or
highlight our message. When working with
photography, adhere to all copyright and
rights specifications.
EXAMPLES
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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.
We call this graphic approach:
TOGETHER
+An agency of the Aga Khan Development Network
+
An equilateral rectanglar tile set on a 45 axis
introducs a sense of direction, visually conveying
the idea of investment and impact. These tiles
can be used flexibly to frame images and text.
LOREM IPSUM ALET
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.
Creative layering and traspareancy
forms dynamic ways to display
images in print or online layouts.
When shapes are used in concert, they overlap with translucency, weaving together a rich tapestry of powerful graphics that add visual interest and intrigue into any layout.
| BRAND GUIDEL INES | 2015 45
Graphic Direction
SAMPLE PRINT LAYOUTS
LOREM IPSUM ALET
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 perspe-
dis es vendel et fuga. Atia volori corunt volupta
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Vel impor molestet veribus aut isquat doluptas et ea sed quatur, invel magnatasped et laborrum natur.
NULLIQUE QUOSAECTEM QUIANDAE PRO TE VEL
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An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
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An agency of the Aga Khan Development Network
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An agency of the Aga Khan Development Network
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An agency of the Aga Khan Development Network
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An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
1825 K St., N.W.Suite 901Washington, D.C. 20006
Telephone: 202.293.2537 Facsimile: 202.785.1752 Email: [email protected]
SAMPLE LETTERHEAD SAMPLE ONE-PAGER
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Ende rem alique non etusa di omnis ex eos nonem excesen delecti nullique quosaectem.
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LOREM
IPSUMUSO QUI
DEBITANISI QU
AT
SAMPLE TRIFOLD BROCHURE
Vel impor molestet veribus aut isquat doluptas et ea sed quatur invel magna.
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An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
Ficiur, nobit odis s in reperum quis modipi tatur, cus sequid excerio berfer i beatem.
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 as remolor eper-chilitio vel eversperia quat qui dolum.
Asim ullam expella tusam, qui.andae pro te vel min num que nobis vitinum endi officim quodis quam am, coration reperit eos et autem reicien imperum ut periate sequiam, omnimen-dem accusandi.
ENDE REM ALIQUE NON ETUSA DI OMNIS
Ficiur, nobit odis sin reperum quis modipitatur, cus sequid excerio berferi beatem.
Ende rem alique non etu-sa di omnis ex eos nonem excesen delecti nullique quosaectem. Dam facero omnimus.
Ibusam qui debita inisi del inturepedit laboria estrum volum as remolor eperchilitio vel eversperia quat qui dolum sim ullam expella tusam, qui.andae pro te vel min num que nobis vitinum endi of-ficim quodis quam am, co-ration reperit eos et autem reicien imperum ut periate sequiam, omnimendem accusandi.
Qui dolorecae porem remperume coreptasit et labo. Nem eat. Epudipsus aut abo. Ita sam, officiet pa sincid maiorem.
OVIDENIMUS CONECTIO CUSAPERO ES ALIBUS
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LOREM
IPSUMUSO QUI
DEBITANISI QU
AT
FRONT
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OVIDENIMUS CONECTIO CUSAPERO ES ALIBUS
OVIDENIMUS CONECTIO CUSAPERO
ES ALIBUS
Everum nem fugitius voloreped quam, nobit
everum nonse non rectur aut officiam alibus.
FICIUR, NOBIT ODIS SIN REPERUM QUIS MODIPITATUR.
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 as remolor eperchilitio vel eversperia quat qui dolum sim ullam expella tusam, qui.andae pro te vel min num que nobis vitinum endi officim quodis quam am, coration reperit eos et autem reicien imperum ut periate sequiam, omnimendem accusandi.
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
1825 K St., N.W.Suite 901Washington, D.C. 20006Telephone: 202.293.2537 Facsimile: 202.785.1752 Email: [email protected]
SAMPLE POSTCARD BACK
COVER
INSIDE
Graphic Direction
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Graphic Direction
SAMPLE WEBSITE LAYOUT
The hero area uses overlapping tile
shapes to frame an image in a striking way.
The layout also uses full-page images and
graphic elements to delineate sections
and create interesting backgrounds and
text areas.
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.
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
CONTACT SIGN IN
Ovidenimus Conectio Cusapero Es Alibus
Ende rem alique non etusa di omnis ex eos.
Ficiur, nobit odis sin reperum quis modipitatur, cus sequid excerio berferi beatem.
Epudipsus aut abo. Ita sam, officiet
LEARN MORE
OVIDENIMUS CONECTIO CUSAPERO ES ALIBUS
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SC
RO
LLING
VE
RT
ICA
L HO
ME
PAG
E
SAMPLE SHARE GRAPHICS
LOREM IPSUM ALET ALIQUE
LOREM IPSUM ALET ALIQUE
FICIUR, NOBIT ODIS SINF REPERUM QUIS
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An agency of the Aga Khan Development Network
FICIUR, NOBIT ODIS SINF REPERUM QUIS
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An agency of the Aga Khan Development Network An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
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An agency of the Aga Khan Development Network
An agency of the Aga Khan Development Network
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Volunteer Social Media Style Guide
As we unveil our new brand to the world, consistency and clarity are key. It is important that we take a cohesive
approach to social media. This section
outlines what each regions profile picture
and naming convention should be, as well
as some graphic suggestions.
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.
| BRAND GUIDEL INES | 2015 49
Volunteer Social Media Style Guide
Facebook Conventions:
Facebook Name: Aga Khan Foundation
Volunteers - [Region]
For Example: Aga Khan Foundation
Volunteers - Northeast
Organization Type: Non-profit
Short Description: Aga Khan Foundation
Volunteers raise awareness & funds for the
Foundation, helping communities across
Africa & Asia build better futures together.
Company Overview: The Aga Khan
Foundation (AKF) is a private, non-
denominational, not-for-profit international
development organization committed to
helping communities across Africa and Asia
build better futures together. We establish
deep partnerships with local nonprofits,
businesses, governments, and community
leaders based on a shared vision of
prosperity for all. Working closely with our
partners, we make long-term commitments
to innovative programs that improve quality
of life, from early childhood education to
green space preservation. By building
lasting institutions, making long-term
investments, and cultivating strong local
leadership were able to build sustainable,
meaningful change.
The Foundation is a member of the
Aga Khan Development Network (www.
facebook.com/akdn), one of the worlds
leading poverty solutions networks,
established by His Highness the Aga Khan.
The Network partners with communities
and individuals, often in disadvantaged
circumstances, to improve living conditions
and grow opportunities. The Networks
agencies work for the common good of all
citizens, regardless of their gender, origin,
or religion.
We are stronger together, and in a world
where there are more differences and
conflicts than ever before, now is the time
to build a better future together. AKF is a
non-profit, tax-exempt organization under
section 501(c)(3) of the Internal Revenue
Service code.
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.
| BRAND GUIDEL INES | 2015 50
Final Thoughts
Questions? Comments?
Please contact:
GERALDINE SICOLA Director of Communications &
Resource Development
202-293-2537 ext. 106
MARTHA SIPPLE Communications and
Public Affairs Manager
202-293-2537 ext. 105
EMILY HONSTEIN STANTON Communications Officer
202-293-2537 ext. 142