This brand and its manual were built to the discipline of Design Practice 1 at Anglia Ruskin University,2013/2, taught by Will Hill, with the goal of generating an understanding of what is a Visual Identity, which composes and how to build it and other elements that it involves. Project developed by Marina Alves Teixeira, design student at University of Brasília.

1. P H O T O G R A P H Y F O R E Q U A L I T Y
G U I D E L I N E S

2. This brand and its manual and were built to the
discipline of Design Practice 1 at Anglia Ruskin
University, taught by Will Hill, with the goal of
generating an understanding of what is a Visual
Identity, which composes and how to build it and
other elements that it involves.
Project developed by Marina Alves Teixeira.

3. C O N T E N T
[ introduction
basic concepts
photograpy for equality
the logo
versions
chromatic scheme
proportions
exclusion zone
minimum size
typography
incorrect usage
applications
4
5
6
7
8
9
10
11
13
14
15
18]

4. ( 4 )
I N T R O D U C T I O N
The visual identity system is the vehicle for
visual transmission of values for an Instituion. An
integrated and well-structured graphic identity has
the potential to strengthen and consolidate the
presence of an service or product in the market. It
is, therefore, one of its main assets and should be
used in a uniform and consistent manner.
This manual comes in order to standardize and
manage the use of the visual identity of the
brand Photography for Equality by presenting
the technical specifications and demonstration of
proper applications. It is essential that the standards
presented here are followed so that your goal of
contributing to the consolidation of the project
image is achieved.

5. ( 5 )
B A S I C
C O N C E P T S
Visual Identity
A unified and coherent visual system of elements
and graphic applications that follows normative
standards and represents an Institution, service or
product. This set basically consists in a graphic sign
and its possibilities of reproduction in visual media.
Logotype
Nominal representation of the brand, based in a
existing typeface or a lettering.
Simbol
Graphic sign that synthesizes the brand concepts
in a way that facilitates its assimilation and
recognition.
Brand
Simbolic representation of a product, service or
Institution, that embraces its name, conduct and
provided experiences as well as all the concepts and
look that make it distinctive.

6. ( 6 )
P H O T O G R A P H Y
F O R E Q U A L I T Y
Social project that through the use of photographic
images will highlight the role of women as agents
of change in developing nations. Our vision is
to allow for an open and direct visual dialogue
that advocates for gender equality within these
communities. With a focus on visual media,
university students and young profession - all are
given the opportunity to document and bring to
light the barriers that women in these societies face
daily.

7. ( 7 )
T H E L O G O
Simple and friendly approach
The project is approached in a simple and friendly
way through the typography chosen Dosis. As a
sans serif typeface, its round corners and soft edges
graphically represents concepts such as reliability
and receptivity. This approach is also observed in
the use of dark grey and the “emoticon” camera.
Importance of the camera
Drawn with emoticon style, the camera is
synthesized in a playful way. Written in the same
typeface as the logotype – Dosis, this graphical sing
reinforces th role of the photography in the project:
the camera as a tool that work in favour of gender
equality.

8. ( 8 )
V E R S I O N S
The logo vertical version consists in the main
version. It best represents the concepts of the
project and therefore is the most recommended.
However, for situations where you can not use
it should be aware of the rules that direct its
application in other versions.
The logo, in all its versions and signatures, must be
applied in the context of highest contrast.
Horizontal version
This version must be used when the composition
demands a horizontal orientation. Examples are
given in pages 19/20/22.
Short version
This version is applied in case of space restriction.
Examples are given in pages 18/19/20/34.
Simbol
This version is applied in case of space restriction
or there is the necessity of emphasize the symbol
(using it as a signature). Examples are given in
pages 22/25.
This manual does not cover all circumstances for
the application of the logo. Each situation must be
analysed so that the appropriate version is applied.
m a i n v e r s i o n ( v e r t i c a l v e r s i o n )
h o r i z o n t a l v e r s i o n
s h o r t v e r s i o n
s i m b o l

9. ( 9 )
C H R O M AT I C
S C H E M E
Colours play an important role in the proper
functioning of a visual identity system. The unit of
the original colour code must be maintained in case
that, for example, changes are caused by different
printing processes.
Chromatic scheme of branding is based in
percentage variations of pure black in C M Y K code
ranging from 0% (white) to 100% (black).
Follow the colour codes of the original colours in
CMYK standards used for printed materials; RGB
used for digital viewing, and hexadecimal code used
for placement on the web.
RGB 60 60 59
CMYK 0 0 0 90
#3C3C3B
RGB 255 255 255
CMYK 0 0 0 0
#FFFFFF
RGB 60 60 59
CMYK 0 0 0 90
#3C3C3B
RGB 255 255 255
CMYK 0 0 0 0
#FFFFFF
RGB 28 28 27
CMYK 0 0 0 100
#1C1C1B
RGB 255 255 255
CMYK 0 0 0 0
#FFFFFF
RGB 135 135 134
CMYK 0 0 0 60
#3C3C3B
RGB 157 156 156
CMYK 0 0 0 50
#9D9C9C

10. ( 10 )
P R O P O R T I O N S
The symbol and the logotype (also in all the
versions) were built with the typeface Dosis -
using its proportions and spacing - with slight
modifications such as the ‘li’ alignment with ‘ap’.

11. ( 11 )
E X C L U S I O N
Z O N E
The exclusion zone aims to ensure readability,
recognition and brand integrity, protecting it from
interference from external elements. This is a
minimal margin between the brand and other visual
elements positioned nearby.

12. ( 12 )
E X C L U S I O N
Z O N E

13. ( 13 )
M I N I M U M
S I Z E
Minimum size is set in order to preserve the formal
coherence and legibility of the brand in situations
of space restriction. The smaller reproduction of
the versions for brand Photography for Equality are
defined below. As the resolution of the equipment,
you should consider printing them slightly larger.
1,8 cm
1,0 cm
1,0 cm
0,6 cm

14. ( 14 )
T Y P O G R A P H Y
In order to preserve the recognition and exclusivity
of the logotype, a Typographic family was chosen
to be used within different purposes.
Dosis Ligth
Title is the only situation where the typeface used in
the logo is applied, always in uppercase.
Gandhi Sans
This typeface is used for writing texts in virtual
platforms ,such as virtual banners or website, or
short printed texts used in posters, for examples.
Gandhi Serif
This typeface is used for writing texts long texts in
material platforms such as stationery or invatations.
Dosis
abcdefghijkl mnopqrstuvwxyz
ABCDEFGHI JKLMNOPQRSTUVWXYZ
1 234567890 £&@?!/+(.,:;)
Gandhi Sans
regular///abcdefghijkl mnopqrstuvwxyz
ABCDEFGHI JKLMNOPQRSTUVWXYZ
1 234567890 £&@?!/+(.,:;)
italic///abcdefghijkl mnopqrstuvwxyz
ABCDEFGHI JKLMNOPQRSTUVWXYZ
1 234567890 £&@?!/+(.,:;)
Gandhi Serif
regular///abcdefghijkl mnopqrstuvwxyz
ABCDEFGHI JKLMNOPQRSTUVWXYZ
1 234567890 £&@?!/+(.,:;)
italic///abcdefghijkl mnopqrstuvwxyz
ABCDEFGHI JKLMNOPQRSTUVWXYZ
1 234567890 £&@?!/+(.,:;)
bold///abcdefghijkl mnopqrstuvwxyz
ABCDEFGHI JKLMNOPQRSTUVWXYZ
1 234567890 £&@?!/+(.,:;)
italic and blod///abcdefghijkl mnopqrs
tuvwxyz ABCDEFGHI JKLMNOPQRST
UVWXYZ 1 234567890 £&@?!/+(.,:;)
bold///abcdefghijkl mnopqrstuvwxyz
ABCDEFGHI JKLMNOPQRSTUVWXYZ 1
234567890 £&@?!/+(.,:;)
italic and blod///abcdefghijkl mnopqrs
tuvwxyz ABCDEFGHI JKLMNOPQRSTU
VWXYZ 1 234567890 £&@?!/+(.,:;)

15. ( 15 )
It is important to preserve the integrity and faithful
transmission of the identity of the company through
the correct application of your brand. Here are
some errors in applying the brand that should be
avoided.
I N C O R R E C T
U S A G E
Do not change the font
Do not stretch or compress the brand, changing the original proportions
Not change the position of the symbol in relation with the logotype
photography
for equality
photography
for equality

16. ( 16 )
I N C O R R E C T
U S A G E
Do not change the aspect ratio between the symbol and logotype
Do not flip or rotate the logo or its elements
Do not position elements within the limits of the exclusion zone
photography( o )’

17. ( 17 )
I N C O R R E C T
U S A G E
Do not change the original colors
photography( o )’
Do not apply in backgrounds that don’t have contrast
photography( o )’

18. ( 18 )
A P P L I C AT I O N S
Applications of visual identity to make clear its use.
Elements derived from the logo may be used in
the visual composition as shown in the following
examples.
v e r t i c a l p o s t e r

19. ( 19 )

20. h o r i z o n t a l p o s t e r
( 20 )

21. ( 21 )

22. s t a t i o n e r y : l e t t e r h e a d a n d e n v e l o p e
( 22 )

23. ( 23 )

24. ( 24 )
w e b s i t e

25. ( 25 )
w e b s i t e

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w e b s i t e

27. ( 27 )
w e b s i t e

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w e b s i t e

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w e b s i t e

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w e b s i t e

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w e b s i t e

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34. ( 34 )
w e b s i t e