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FISH Brand BookProduced by Communications and MarketingVersion 1 June 2017

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Contents 1.0 Introduction 4

2.0 Boilerplate and naming conventions 6

3.0 CGIAR Research Program on Fish Agri-Food Systems (FISH) 83.1 Brand strategy 93.2 Logo 103.3 Typography 123.4 Color palette 143.5 Imagery 163.6 Template 17

4.0 FISH acknowledgments 19

5.0 Co-branding 205.1 Opportunities 215.2 Publication examples 23

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1.0 Introduction

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This is a guide to the basic elements that make up the FISH brand. Our brand is composed of our messaging and visual elements, such as logo, colors, typefaces and photography.

Why use the Brand Book? • Ensures consistency• Contributes to a unified FISH brand

For further assistance, please contact Communications and Marketing.

1.0 Introduction

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2.0 Boilerplate and naming conventions

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2.0 Boilerplate and naming conventions

Name

Official name Operating name Standard reference

CGIAR Research Program on Fish Agri-Food Systems FISH CGIAR Research Program on Fish

When to use the ‘Official Name’• ‘Official Names’ are only required to be used in legal documents.• Use of the ‘Official Name’ is at the discretion of the Program for use in websites, publications and other Program documents. • Featuring the CRP logo prominently and using the ‘Standard Reference’ will suffice for most documents.• “Operating name” can be used as tags on blogs, in social media, for publications stored on repositories and as metadata.• Please do not use the abbreviation “CRP” to refer to FISH.

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2.0 Boilerplate and naming conventions

‘About FISH’ text (boilerplate)This text should be used to introduce FISH in any joint publications or communication materials, such as press releases, conference programs, policy briefs, brochures, project websites, etc.

CGIAR Research Program on Fish Agri-Food Systems (FISH)Improving the productivity of aquaculture and fisheries to reduce poverty and improve food and nutrition security

Pursuing a research agenda through a network of multistakeholder partners, the CGIAR Research Program on Fish Agri-Food Systems (FISH) enhances the contributions of aquaculture and fisheries to reducing poverty and improving food security and nutrition. FISH will harness emerging science in aquaculture and fisheries to deliver development outcomes at scale. FISH is led by WorldFish, together with the Australian Research Council Centre of Excellence in Coral Reef Studies at James Cook University, Australia; the International Water Management Institute; the Natural Resources Institute at the University of Greenwich, England and Wageningen University, Netherlands. In regional contexts, the program partners closely with governments, NGOs, the private sector and research organizations to influence national, regional and global policy and development practice.

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3.0 CGIAR Research Program on Fish Agri-Food Systems (FISH)3.1 Brand strategy 3.2 Logo 3.3 Typography 3.4 Color palette 3.5 Imagery 3.6 Template

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The FISH logo and primary color are predetermined by CGIAR. To create an association with WorldFish, FISH communications products leverage the WorldFish design in terms of layout, fonts and structure. This creates a unique FISH brand that corresponds to CGIAR branding but with a WorldFish lineage.

3.1 Brand strategy

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The FISH logo has been developed by the CGIAR System Organization. The logo should not be manipulated in any way. It can be sourced from Fishnet.

WorldFish is responsible for approving the use of the FISH brand and logo. For more details on how the logo should be used, contact Communications and Marketing.

3.2 Logo

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3.2 Logo Size and positioning

Logo size consistency is important when producing a wide range of communication materials. There is also a minimum size to ensure the logo is at all times clearly visible. To avoid distortion, logos within any given format must not be resized in any way.

Whenever possible, the logo should be positioned on the right. Exceptions to this rule include email signatures, website layouts and non-WorldFish/FISH publications. Please consult Communications and Marketing for use of logo in partner publications.

Word documents should use logo sizes in proportion to those outlined below. The PowerPoint template uses the standard format, in which the logo is 23 percent of the page width. This equates to 58 mm wide.

Determining the logo size for signage, bunting and banners is dependent upon content, layout, sign dimensions and viewing distance. This is a complex equation. Contact Communications and Marketing if you require assistance.

18 mm 23 mm 35 mm 100%

A5 A4, DL & C4 A3 PowerPoint

23%

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FISH typography mirrors that of the WorldFish brand.

The fonts are an integral part of the visual identity. FISH uses two fonts. FISH publications use a design-centric font called Myriad Pro. This typeface has a strong font family providing professionals with light, regular, semi-bold and bold variants.

Arial is the FISH font for digital interfaces (e.g., email, website) and desktop publishing (such as Microsoft Office). This is a simple and very widely available typeface that minimizes the font load issues that can arise with Myriad Pro.

Arial is to be used for all documents and emails that appear in the public domain. Myriad Pro is to be used for all designed publications and products.

3.3 Typography Font selection

Myriad ProMyriad is a humanist sans-serif typeface designedby Robert Slimbach and Carol Twombly. It is easilydistinguished from other sans-serif fonts due to itsspecial “y” descender (tail) and slanting “e” cut.

Regular TypeA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 $ % & ( , . ; : # ! ? )

Semi-Bold TypeA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 $ % & ( , . ; : # ! ? )

ArialArial is a widely available sans-serif typeface and computer font packaged with Microsoft Windows, other Microsoft applications, Apple Mac OS and many PostScript computer printers.

Regular TypeA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 $ % & ( , . ; : # ! ? )

Bold TypeA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 $ % & ( , . ; : # ! ? )

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All titles, headings, footnotes and copy must be in either a black or a white font. White fonts should be used on dark backgrounds. Color fonts are reserved for diagrams and charts to highlight important text. Below is the style guide for professionally produced publications.

3.3 Typography Font style guide

Context Font style & size

Cover title Myriad Pro Bold 20 ptChapter title Myriad Pro condensed 25 pt (Underline)Section title Myriad Pro Bold Condensed 16 pt

Myriad Pro Semibold Condensed 16 ptMyriad Pro Condensed 16 ptMyriad Pro Light Condensed 16 pt

Body copy Myriad Pro Light 12 pt

Table title Myriad Pro Light 12 pt

Figure title Myriad Pro Light 12 pt

Photo Caption Myriad Pro Light 12 pt

Photo Credit Myriad Pro Light 5 pt

Page number Myriad Pro light 9 pt

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There are two types of blue that form the primary colours used for the FISH brand.

The colors on the right have been selected to complement the FISH primary colours. To further expand color variance, tints can be used. These can be found overleaf.

3.4 Color palette Core color palette

C100 M0 Y0 K22R0 G143 B197HEX 008FC5

C53 M0 Y19 K0R110 G203 B210HEX 6ECBD2

C73 M9 Y94 K39R66 G119 B48HEX 427730

C100 M72 Y0 K0R0 G57 B166HEX 0039A6

C0 M100 Y56 K19R198 G12 B70HEX C60C46

C53 M0 Y96 K0R122 G184 B0HEX 7AB800

C0 M21 Y88 K0R253 G200 B47HEX FDC82F

C0 M37 Y68 K28R190 G133 B76HEX BE854C

C51 M5 Y98 K23R115 G150 B0HEX 739600

C0 M64 Y95 K0R227 G114 B34HEX E37222

C52 M100 Y25 K8R134 G36 B110HEX 86246E

C100 M42 Y0 K0R0 G101 B189HEX 0065BD

C0 M100 Y68 K0R237 G24 B73HEX ED1849

Primary Complementary

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When using color, attention should be paid to maximizing depth. Minimal color usage is often the most effective. If you need help in creating color charts or diagrams please contact Communications and Marketing.

3.4 Color palette Color tint variants

Primary

Full Tint

55% Tint40% Tint

85% Tint70% Tint

Full Tint

55% Tint40% Tint

85% Tint70% Tint

Complementary

Full Tint

55% Tint40% Tint

85% Tint70% Tint

Full Tint

55% Tint40% Tint

85% Tint70% Tint

Full Tint

55% Tint40% Tint

85% Tint70% Tint

Full Tint

55% Tint40% Tint

85% Tint70% Tint

Full Tint

55% Tint40% Tint

85% Tint70% Tint

Full Tint Full TintFull Tint

55% Tint 55% Tint55% Tint40% Tint 40% Tint40% Tint

85% Tint 85% Tint85% Tint70% Tint 70% Tint70% Tint

Full Tint Full TintFull Tint

55% Tint 55% Tint55% Tint40% Tint 40% Tint40% Tint

85% Tint 85% Tint85% Tint70% Tint 70% Tint70% Tint

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Photography and video are core to our brand. Our images speak to our areas of focus: small-scale fisheries; aquaculture; and the consumers, farmers and fishers who depend upon fish agri-food systems.

This is achieved by focusing on the following:• images of the fishers, farmers and community members with whom we work• images of freshwater or coastal fishing and farming activities• close-up imagery of the products fishers and farmers catch or produce.• images of fish as a valuable source of nutrition • images that show different aspects of the fish value chain

These images should be used to portray an objective and nuanced image of the millions of fishers and farmers living in poor countries, and the rich textures and colors of their environments and their livelihoods.

3.5 Imagery

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The PowerPoint template must be used for all presentations given on behalf of the FISH program. The template is available on Fishnet.

Each page within the template is designed with specific Arial font styles and sizes. Font sizes should not be reduced. The minimum body copy font size is 22 pt. When creating charts, the colors outlined on pages 14-15 should be used. To prevent presentations from becoming excessively large, the file size of imported pictures should be optimized.

Partner logos should appear on the title slide blue strip. If there are many logos their size may become too small. In these instances, the names of the partners can be highlighted on a separate slide.

These are examples of FISH PowerPoint slides with partner recognition.

3.6 Template PowerPoint

Title slide Content slide 1 Content slide 2 Content slide 3

FISH: CGIAR Research Program on Fish Agri-Food Systems

Aquaculture is the fastest-growing food-production sector in the world, now supplying half of the fish consumed globally

• Fish genetics and breeding• Fish health• Sustainable fish feeds• Low environmental impact systems• Gender equitable distribution of

economic and nutritional benefits

Research needs

• Reducing poverty (SDG 1)• Increasing food security (SDG 2)• Conserve and sustainably use the oceans, seas and

marine resources (SDG 14)

Relevant SDGs

https://cgiar.sharepoint.com/sites/WorldFish/Pages/Default.aspx

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4.0 FISH acknowledgments

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4.0 FISH acknowledgments

The below sample texts are provided for inclusion in the acknowledgments section of FISH publications, depending on the level of W1/W2 funding. Funding by FISH and other fundersThis work was undertaken as part of the CGIAR Research Program on Fish Agri-Food Systems (FISH). Funding support for this study was provided by [names of all funders in alphabetical order, including the CGIAR Research Program on Fish Agri-Food Systems]. Mapped to FISH but funded by other fundersThis work was undertaken as part of the CGIAR Research Program on Fish Agri-Food Systems (FISH). Funding support for this study was provided by [names of all funders in alphabetical order].

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5.0 Co-branding5.1 Opportunities5.2 Publication examples

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5.1 Co-branding Opportunities

Partners can be acknowledged on the front or back covers by adding their logos. In publications of more than 12 pages, partner logos and/or names can be included on the inside back cover. Partner logo prominence is determined by the partner contribution, number of partners and the size of their logo.

10 mm10 mm

5 mm

206 mm

22 mm

34 mm

10 mm15 mm

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5.1 Co-branding Opportunities

The arrangement must ensure all logos are readable.

10 mm10 mm

55 mm

12 mm

10 mm15 mm

205 mm

This publication should be cited as: . . . Penang, Malaysia: CGIAR Research Program on Fish Agri-Food Systems. .

© 2017. CGIAR Research Program on Fish Agri-Food Systems. All rights reserved. This publication may be reproduced without the permission of, but with acknowledgment to, the CGIAR Research Program on Fish Agri-Food Systems.

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5.2 Co-branding Publication examples

These are examples of FISH publications with partner recognition.

Program Report

Front Back

Program Report title: Duis massa nisi, sagittis nec egestas nontempu ac ligula proin quis magn

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This publication should be cited as: . . . Penang, Malaysia: CGIAR Research Program on Fish Agri-Food Systems. .

© 2017. CGIAR Research Program on Fish Agri-Food Systems. All rights reserved. This publication may be reproduced without the permission of, but with acknowledgment to, the CGIAR Research Program on Fish Agri-Food Systems.

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Program Brief (Multiple pages)

Front Back

This publication should be cited as: . . . Penang, Malaysia: CGIAR Research Program on Fish Agri-Food Systems. .

© 2017. CGIAR Research Program on Fish Agri-Food Systems. All rights reserved. This publication may be reproduced without the permission of, but with acknowledgment to, the CGIAR Research Program on Fish Agri-Food Systems.

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Case Study title: Duis massa nisi, sagittis nec egestas nontempu ac ligula proin quis magn

Program Brief (2 pages)

Front Back

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Fish 02Fish 01

Fish 03 Fish 04

ResultsDiscuss the significance of the project, summarizing findings and provide specific recommendations. What results were achieved and what were the lessons learned from the project (what worked well and what would the team do differently next time).

A brief conclusion restating the problems, the present study, and its major findings and conclusions.

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Solutions What were the specific challenges/problems that the project?Discuss how the project attempted to solve the challenges/problems.

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www.fish.cgiar.org

This work was undertaken as part of the CGIAR Research Program on Fish Agri-Food Systems (FISH). Funding support for this study was provided by [names of all funders in alphabetical order, including the CGIAR Research Program on Fish Agri-Food Systems].

© 2017. CGIAR Research Program on Fish Agri-Food Systems. All rights reserved. This publication may be reproduced without the permission of, but with acknowledgment to, the CGIAR Research Program on Fish Agri-Food Systems.

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Fish 01

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OverviewProvide the context of the case study and set the scene by briefly describe what it covered, including placing the project in a historical/social context, a description of the problems being addressed, explaining the parameters/limitations of the situation, what were the drivers for change, providing context for the activities covered and what was the project trying to achieve.

The overview also includes relevant key facts about the project with brief details on key players (lead organization, donors and partners) as well as project scope, geographical location and timescale. It also draws out the highlights of the project, such as key achievements.

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Key Facts• Duis pellentesque feugiat ullamcorper. • Sed sit amet quam ligula• Pellentesque enim massa, malesuada a

fermentum non, imperdiet et neque• Nullam ac egestas purus. Integer mattis

luctus ante, vitae aliquam massa • Proin ornare urna sit amet libero convallis,

sed accumsan velit feugiat• Curabitur dapibus tellus erat, auctor

rutrum sem ornare vel• Donec egestas lacus ac vehicula

sagittis. Morbi accumsan sit amet massa non fringilla

• Sed rutrum semper neque, eu bibendum est dignissim egestas.

• Cras tincidunt magna leo• Maecenas eu magna finibus lacus • Quisque ornare aliquet turpis ac• sodales a purus vel viverra• Morbi consectetur est nibh• Proin ornare urna sit amet libero convallis,

sed accumsan velit feugiat• Curabitur dapibus tellus erat, auctor.• fermentum non, imperdiet et neque• Nullam ac egestas purus. Integer mattis

luctus ante, vitae aliquam massa • Proin ornare urna sit amet libero

Bangladesh

Factsheet

BackFront

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Duis pellentesque feugiat ullamcorper. Sed sit amet quam ligula. Pellentesque enim massa, malesuada a fermentum non, imperdiet et neque. Nullam ac egestas purus. Integer mattis luctus ante, vitae aliquam massa tincidunt vel. Proin ornare urna sit amet libero convallis, sed accumsan velit feugiat. Curabitur dapibus tellus erat, auctor rutrum sem ornare vel. Donec egestas lacus ac vehicula sagittis. Morbi accumsan sit amet massa non fringilla. Sed rutrum semper neque, eu bibendum est dignissim egestas. Cras tincidunt magna leo.

Aenean in dictum mauris, nec facilisis magna. Morbi consectetur est nibh, quis pulvinar erat commodo quis. Nam varius mi id ante ullamcorper, lacinia cursus tortor pulvinar. Quisque mattis lectus vel fringilla tristique Nullam ac egestas purus. Integer mattis luctus ante, vitae aliquam massa tincidunt vel. Proin ornare urna

Aenean et lacinia augue. Nulla sed leo ipsum. Fusce lacinia mattis mattis. Nullam et nibh ligula. Duis tortor mauris, lobortis vel velit sed, pellentesque cursus justo. Integer auctor leo fermentum mattis placerat. Aliquam erat volutpat. Etiam varius turpis ipsum, eu congue quam consequat quis. In dictum ac tortor nec imperdiet. Nam nec nulla nisi. Phasellus in fringilla neque. Mauris lobortis, tellus vel ornare volutpat, justo tortor porta dolor, eget scelerisque orci ligula vel ligula.

Duis pellentesque feugiat ullamcorper. Sed sit amet quam ligula. Pellentesque enim massa, malesuada a fermentum non, imperdiet et neque. Nullam ac egestas purus. Integer mattis luctus ante, vitae aliquam massa tincidunt vel erat volutpat. Etiam varius turpis ipsum, eu congue quam consequat quis. In dictum ac tortor nec imperdiet. Nam nec nulla nisi. Phasellus in fringilla neque. Mauris lobortisvel ornare.

Key Facts

• Duis pellentesque feugiat ullamcorper. • Sed sit amet quam ligula• Pellentesque enim massa, malesuada a

fermentum non, imperdiet et neque• Nullam ac egestas purus. Integer mattis

luctus ante, vitae aliquam massa • Proin ornare urna sit amet libero

convallis, sed accumsan velit feugiat• Curabitur dapibus tellus erat, auctor

rutrum sem ornare vel• Donec egestas lacus ac vehicula

sagittis. Morbi accumsan sit amet massa non fringilla

• Sed rutrum semper neque, eu bibendum est dignissim egestas.

• Cras tincidunt magna leo• Maecenas eu magna finibus lacus • Quisque ornare aliquet turpis ac

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Factsheet title: Duis pellentesque feugiat ullamcorper (Aenean)Duis pellentesque feugiat ullamcorper sed sit amet quam ligula pellentesque enim massa, malesuada a fermentum non, imperdiet et neque nullam

Bangladesh

Morbi consectetur

Fusce urna ligula, auctor et laoreet ac, rhoncus ac justo. Sed mi eros, vulputate ut elementum in, convallis et justo: • Aenean et lacinia augue. Nulla sed leo ipsum. Fusce lacinia mattis mattis• Donec egestas lacus ac vehicula sagittis. Morbi accumsan• Sed rutrum semper neque, eu bibendum est dignissim egestas

Fusce urna ligula, auctor et laoreet ac, rhoncus ac justo. Sed mi eros, vulputate ut elementum in, convallis et justo. Maecenas interdum augue sit amet nibh rutrum, eget gravida nunc fringilla. Quisque vulputate eu nunc nec gravida. Suspendisse potenti. Curabitur quam dui, egestas vel justo vitae, aliquet placerat odio. Cras in iaculis tellus. Curabitur bibendum erat sed elit finibus tincidunt. Nullam vulputate justo in ipsum sodales facilisis. Maecenas sed maximus magna. Duis finibus risus semper turpis condimentum, sed facilisis arcu hendrerit. Curabitur pulvinar ligula odio, ut dignissim neque bibendum eu. Nunc semper varius. Nulla vulputate rutrum est, gravida rutrum ex tincidunt eget. In sed sagittis magna.

Aenean et lacinia augue. Nulla sed leo ipsum. Fusce lacinia mattis mattis. Nullam et nibh ligula. Duis tortor mauris, lobortis vel velit sed, pellentesque cursus justo. Integer auctor leo fermentum mattis placerat. Aliquam erat volutpat. Etiam varius volutpat, justo tortor porta dolor, eget scelerisque orci ligula vel ligula.

Duis pellentesque feugiat ullamcorper. Sed sit amet quam ligula. Pellentesque enim massa, malesuada a fermentum non, imperdiet et neque. Nullam ac egestas purus. Integer mattis luctus ante, vitae aliquam massa tincidunt vel. Proin ornare urna sit amet libero convallis, sed accumsan velit feugiat. Curabitur dapibus tellus erat, auctor rutrum sem ornare vel. Donec egestas lacus ac vehicula sagittis. Morbi accumsan sit amet.

Sed rutrum semper neque, eu bibendum est dignissim egestas. Cras tincidunt magna leo, a ultricies erat feugiat pellentesque. Mauris in eros nec ligula laoreet mollis nec sit amet metus. Aenean in dictum mauris, nec facilisis magna. Morbi consectetur est nibh. potenti.

Partner Lists• Fusce urna ligula, auctor et laoreet ac• Rhoncus ac justo• Sed mi eros vulputate ut elementum • Aenean et lacinia augue. Nulla sed leo

ipsum. Fusce lacinia mattis mattis• Donec egestas lacus ac vehicula

sagittis. Morbi accumsan• Sed rutrum semper neque, eu

bibendum est dignissim egestas• Fusce urna ligula, auctor et laoreet ac,

rhoncus ac justo• Sed mi eros, vulputate ut elementum

in, convallis et justo• Maecenas interdum augue sit amet

nibh rutrum, eget gravida nunc • Quisque vulputate eu nunc nec

gravida. Suspendisse potenti. • Curabitur quam dui, egestas vel justo

vitae, aliquet placerat odio• Cras in iaculis tellus• Curabitur bibendum erat sed elit• Nullam vulputate justo in ipsum• Maecenas sed maximus magna.

condimentum, sed facilisis arcu• Sed rutrum semper neque, eu

Morbi egestas iaculis rutrum. Suspendisse varius mollis mi at tempus. Praesent neque ipsum, lacinia sit amet augue eget,

suscipit vestibulum felis. Cras eu nisi id felis lobortis rhoncus vel vitae sem. Pellentesque venenatis risus nulla, elementum dictum purus molestie at. Sed a imperdiet purus, in egestas enim. Duis vitae interdum tellus. Vivamus tortor turpis, condimentum sit amet tortor vel, posuere vestibulum neque. In ut sem facilisis,

- Integer sodales scelerisque iaculis

Imperdiet % Fusce % Nullam

Elementum 41.4 15.7

Fermentum 40.9 10.8

Pellentesque 30.7 7.9

Malesuada 47.8 4.1

Morbi accumsan 35.1 7.9

Nam varius 30.3 7.9

Cursus tortor 32.8 4.3

Nulla venenatis 57.7 18.9

Sed rutrum 45.8 5.6

Table1. Aenean et lacinia augue. Nulla sed leo ipsum Fusce lacinia nibh hyuligla.

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This work was undertaken as part of the CGIAR Research Program on Fish Agri-Food Systems (FISH). Funding support for this study was provided by [names of all funders in alphabetical order, including the CGIAR Research Program on Fish Agri-Food Systems].

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Booklet Title: Duis massa nisi, sagittis nec egestas nontempu ac ligula proin quis magn

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This publication should be cited as: . . . Penang, Malaysia: CGIAR Research Program on Fish Agri-Food Systems. .

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This publication should be cited as: WorldFish. CGIAR Research Program on Fish Agri-Food Systems. 2017. FISH Brand Book Version 1. Penang, Malaysia: CGIAR Research Program on Fish Agri-Food Systems. Handbook: FISH-2017-01.

Photo Credits: Front Cover, Md Masudur Rahaman/WorldFish, David Mills/WorldFish; Page 2, Md Masudur Rahaman/WorldFish; Page 3, David Mills/WorldFish; Page 5, Stevie Mann/WorldFish; Page 8, Georgina Smith/WorldFish; Page 18, Finn Thilsted/WorldFish; Page 20, Heba Al Begawi/WorldFish; Back cover, Clayton Smith/WorldFish.

© 2017. CGIAR Research Program on Fish Agri-Food Systems. All rights reserved. This publication may be reproduced without the permission of, but with acknowledgment to, the CGIAR Research Program on Fish Agri-Food Systems.

Contact Details:CGIAR Research Program on Fish Agri-Food Systems (FISH)Jalan Batu Maung, Batu Maung, 11960 Bayan Lepas, Penang, Malaysiawww.fish.cgiar.org