Amnesty Brand Guidelines Australia 2015

8/20/2019 Amnesty Brand Guidelines Australia 2015

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BIG YELLOW BOOKFor Amnesty International Australia



Why this book is here

Amnesty International is a worldwide organisation. In the eyes of many people, there are not many different

types of Amnesty in many different countries.

There is just Amnesty International.

So it’s important that for us, we sound like one voice, with one look, and one shared set of strategic goals.

This is how people are used to seeing other organisations all over the world. It is how people get to know and

love them; a strong, unified purpose is incredibly important for building relationships and affinity with

people.

Of course we must also adapt to local conditions and ways of communicating, but this must be done within

the parameters of a global ethos. This is all the more important today, considering that the digital revolution

has increased visibility of organizations globally.

So, this book is our guide to make sure that the Amnesty International that someone sees in Singapore is

the very same Amnesty International seen in France.

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BIG YELLOW BOOK INTRODUCTION

This guide last updated August 2015. Questions? [email protected]



Amnesty as a brand and why it’s important

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Although we don’t talk about ‘consumers’

and may even think it strange to see Amnesty International as a ‘brand’,

the rules of how to project our identity publicly still apply to us.

A strong brand is one that has a consistent identity.

This is particularly important for global brands, where values, mission and

positioning need to be aligned across countries.

This means that audiences have a clear idea of exactly what we

do and what we stand for



The importance of consistent branding

• Brand consistency has one big advantage – recognition. With recognition comes familiarity. With

familiarity comes trust and confidence. If done correctly, consistency brings clarity and purpose which

audiences recognise. They know straight away which brand is communicating to them.

• Design is basically a reflection of our image. Subconsciously or not, audiences look for consistency in

design, and they do it for some very basic reasons. Design consistency involving the use of our logo andcolours can help audiences remember us and give us credit for the work that we do.

• Increasingly we are operating on global platforms. Working together with consistent visual identity will

allow audiences to understand that we are one movement. This doesn’t mean that everything has to look

exactly the same, but that there should be visual cohesion.

• By keeping our visual identity and branding consistent, we’ll be able to effectively develop andstrengthen our brand – ensuring we make a strong, positive and long lasting impression.

• We need a global identity, so that what we do in one part of the world reinforces what we’re doing

elsewhere. We don’t want to be uniform – but we do need to be unified.

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Perception

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In 2012 we conducted global

research across the globe.

We wanted to find out what

people thought of Amnesty

International across the

world. And, how to clearlyarticulate what Amnesty

International is here to do.

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We discovered our presence doesn’t

always have the right impact

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BIG YELLOW BOOK Perception

“Don’t have the same

presence of other

organisations these days.”Potential Member, USA

“Amnesty International

gets involved once

it’s all over.”Potential Member, Brazil

Potential Member, Denmark

“Get the magazine

and don’t read it, toomany horrific stories, just

hope Amnesty can do

something.”

“Something connected

with the past.”

Member, Denmark



We found out that some people feel

helplessThey understand that human rights is an important issue,

but they don’t know how they are supposed to help.

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“How am I going to

help others when I,

myself, am not helped.”

Potential Member, Indonesia

“One is overstrained

because you do not know

where to start.”Member, Germany




We found out that some people feel a lack

of conviction

They feel that even if they were to support Amnesty, what

difference would it make anyway?

What good can Amnesty International really do?

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Potential Member, Brazil

“Not really knowing

what your impact is or

what your impact is going

to be, for me can be

problematic.”

“We just hear about it,

we don’t see it. There’sno publicity.”

Member, USA




They have issues of their own and don’t feel that another’s human

rights violation is relevant to themselves.

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We found out that some people feel distant

to human rights

“A homeless person in the

street near to where I live

will have more of an impact

on me than somebody who

is far away and living under

a dictatorship.”

Potential Member, France

“For a poor person

hardly able to earn two square

meals, human rights becomes

irrelevant to him because his

dignity has already gone.”

Potential Member, India



Perception in 2015

From the 2015 NGO Barometer* study:

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Globally:

• 68% are aware of Amnesty International

• 31% good opinion

• 7% bad opinion

• 30% don’t know us well enough to have an

opinion

• 31% don’t know us at all

In Australia:

• 94% prompted awareness

• 55% have a good opinion of us

• 9% have a bad opinion of us

• 30% don't know us well enough to

have an opinion

• 6% don’t know us at all

Good / Bad / Don’t know well enough / Don’t know at all

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* 2015 WIN / Gallup International NGO Barometer survey http://wingia.com/en/survey/end_of_year_survey/



All this has led us to where we are today

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our brandguidelines

(read on!)

=



WHO WE ARE - INTERNAL INSIGHT

An intro to Amnesty

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We are a global movement

Amnesty International is a global

movement of members and activists in

over 150 countries and territories who

are dedicated to ending grave abuses

of human rights and getting justice for

those whose rights have been violated

We are independent of any

government, political ideology,

economic interest or religion, being

funded mainly by our membership

and public donations.We rely on the time and energy given

freely by members in solidarity with

those facing human rights violations.

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BIG YELLOW BOOK WHO WE ARE – INTERNAL INSIGHT



We are people

We are a campaigning

organisation that takes

practical, effective action.

But more than that, we’re a

worldwide community of

people who take injustice

personally.

That’s why people are the

most important thing to

Amnesty:

We are not us, theorganisation, we are you, we

are each and every person

who supports what we do.

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We are global

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Landing us on a global proposition

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Amnesty International believes that the world will be a better place when together,

we take injustice personally.

WHO WE ARE – INTERNAL INSIGHT



What this means

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Taking injustice personally means not turning

a blind eye just because it’s happening to

someone else, somewhere else.

It means truly caring about another’s human

rights violation, because it doesn’t matterwhere this is happening geographically; it’s

happening to another human, and that is

what makes it close to you.

It means feeling that what hurts another

human being also hurts you.

Amnesty International believes that the

collective force of people starting to share

this feeling can truly change the world for

the better.




This proposition is our guide

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Used in

storytelling

We give an honest picture of the situation, we tell the

story from a personal point of view, we maintain a

human tone of voice to appeal to people emotionally.

Used in

campaigning

We pride ourselves in aiming to make even a far-offissue seem relevant to anyone, we strive to demonstrate

how Amnesty can empower real people to make a real

difference to others’ lives.

Used within theorganization

We understand the importance of each and everymember in helping defend and protect another human

being, together




And we developed an internal manifesto

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It guides us as to how to behave and operate as an organisation.

It tells us how to talk about ourselves in all internal and external

communications.

Presenting ourselves in a unified and cohesive way is the key to

strengthening our reputation with our partners and increasing our impact

around the world.

The manifesto lights our way

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The importance of our proposition &

manifesto

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BIG YELLOW BOOK OUR STRATEGY

The proposition and

manifesto represent

our intent and our

higher purpose in the

world.

They are the guiding light

for Amnesty’s existence.

They are the reason our

members keep working

with us and supportingus.

The point of defining

our purpose in one

clear sentence is to

cement Amnesty’s

place in the minds of

anyone who mightcome across us.





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BIG YELLOW BOOK Our strategy

Open

Intelligent

Innovative

Determined

By Inspiring people to take

injustice personally and by

mobilizing the humanity in

everyone, together we bring

the world closer to human

rights enjoyed by us all

International Solidarity. Effective action for

the individu al victim. Global coverage. TheUniversality & Indivisibility of Human

Rights. Impartiality & Independence,

Democracy & Mutual respect

Undertake research and action focused

on preventing g rave abuses of the

rights to physical & mental integrity,

freedom of conscience & expression &

freedom from discrimination

For a world in which every person enjo ys all of the

rights enshrined in the Universal Declaration of

Human Rights and other international human rights

standards

How we speak

Our manifesto

Our values

Our Mission

Our Vision



How we look

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Tip: Using Canva?

Pick the font Roboto













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Image Bank

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These images reflect our

work and the issues that

we work on

Search – Image Bank Issues

Situations The Journey Solutions

Collection 1 Collection 2 Collection 3

These images show

Amnesty International at

work,

activists taking action,evidence being gathered

Search - Image bank Journey

These images depict

the world we want to see

and the outcomes westrive for

Search – Image Bank Solutions

We have put together a Bank of images in ADAM that reflect Amnestythrough 3 different stages. These are all cleared for general use

Log in to ADAM and search on the terms below



HOW TO TALK ABOUT US

Tone of Voice

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We all need to influence and persuade. Whether lobbying or educating, fundraising or

campaigning, words are a powerful tool. With a little consideration and a bit of imagination, words

will do great things. So, think of this less as a set of rules, and more as a gateway to sparkling and

powerful language that’s as enjoyable to read as it is to write.

Consistency is everything. Being consistent in how we speak means

people will better understand what makes Amnesty special. It also

means they are more likely to respect and, crucially, trust us.

How we speak

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BIG YELLOW BOOK HOW TO TALK ABOUT US

Why do we need

‘How we speak’?

Amnesty’s brand values (see the start of this book) should always guide ‘How we speak’• Open • Intelligent • Inventive • Determined



How we speak

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Like all good communicators, we adapt how we speak depending on who

we are talking to, for what reason and through which channel.

From personal and sociable to composed and formal, the spectrum

provides the flexibility to tailor your message to best effect.

Personal

Sociable

Inclusive

Optimistic

Instructional

Direct

Authoritative

Incisive

Composed

Formal

Amnesty’s brand values (see the start of this book) guide ‘How we speak’

• Open • Intelligent • Inventive • Determined

The ‘How we

speak’ spectrum




How to use the spectrum

“How we speak” is not channel specific. However, generally speaking, some channels such as

Facebook and various campaign materials tend towards the left of the spectrum. Others, such as

research reports and advocacy materials, tend towards the right of the spectrum.

How you choose to approach your communication depends on your audience and what you are

trying to achieve.

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“Who am I writing for?”

“What do they want to know?”

“What do I want the reader to do?”

Remember: No matter what voice you use, always be clear and plain-spoken. Avoid jargon.

Remember: Accuracy, impartiality and integrity underpin everything we say and do, and build trust in Amnesty.

Ask yourself…




PERSONAL and SOCIABLE

Speak to people as your peers. Don’t position Amnesty as a distant voice of authority. Seek

people’s opinions, find out what they know and feel as well as expressing our own views

and insights.

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Amnesty has

launched a new

campaign to end

the over-

representation ofIndigenous youth

in detention.

Keep your text short and chatty. Take

the opportunity to have fun with words.

You have grabbed my attention.

I want to know more.

LESS MORE

TIP


MORE

Use Personal and Sociable for: Campaign slogans │ Facebook posts

The reader

should feel




INCLUSIVE and OPTIMISTIC

Speak as a real person not a faceless organisation and you are more likely to engage and inspire

your reader.

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Amnesty

International is

calling on EU

governments to

resettle Syrianrefugees.

Work with Amnesty

International

to help improve people’s

lives through

campaigning andinternational solidarity.


LESS LESS

Emphasise how the reader is part

of the solution. Make them feel valued.

Amnesty gets things done. Together

we can make change happen.

The reader

should feelTIP

MORE MORE

Use Inclusive and Optimistic for: Blogs │ Campaign materials




INSTRUCTIONAL and DIRECT

Always be plain-spoken and cut to the chase. Only include information that is absolutely

necessary to get your message across.

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Use Instructional and Direct for: Human Rights Education toolkits │Online actions

Learn about the

justice system

in the Philippines.


LESS

Give one clear action - do not ask the

reader to do multiple things at the

same time. Begin with a verb (“Write”,

“Take”, “Follow”).

I understand and know what

to do.TIP

MORE

The reader

should feelTIP




AUTHORITATIVE and KNOWLEDGEABLESpeak with confidence and demonstrate expert knowledge. Say exactly what you mean and

say it clearly.

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Use Authoritative and Incisive for: Research reports │News reports

At least four children have allegedly

been killed when a rocket hit their school. The rocket

was reportedly fired by opposition forces who may

have been aiming at a nearby military target.

Amnesty has received reports that

opposition forces fired a rocket that

hit a school, killing four children.


LESS

Make bold statements. Avoid colloquial

phrases and qualifiers such as, “It’s likely

that…”. Writing with authority does not

mean using lots of jargon, it means usingthe appropriate language for your audience.

I have an invaluable insight

into how people are

affected. I know what

action needs to be taken.

TIP

MORE

The reader

should feelTIP




COMPOSED and FORMAL

Speak without emotion and stick to the facts. But keep it accessible – no jargon or acronyms.

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Use Composed and Formal for: Annual Report │ Advocacy materials | Media releases

In a terrible start to the year, Parliament passed

a law that was catastrophic for the rights of

transgender people.

In January Parliament

passed the Gender Act, a discriminatory law that

would make gender reassignment surgery

mandatory for people wishing to change their

legal gender.

Use ‘How we speak’ with existing Amnesty Editorial Guidelines.


LESS

Be rational. Avoid overstatement and

sensationalism.

I have the facts and the reliable

information I need.

The reader

should feelTIP

MORE



Now... go forth and communicate!

More resources at:

bit.ly/Amnestybrand

(Style guides, logos, templates)

Questions? [email protected]

http://bit.ly/Amnestybrand



Documents

Amnesty Brand Guidelines Australia 2015