Brand guidelines
Create visuals for 1.8 Billion Young People for Change
Logo
The 1.8 logo has two forms: one has the colours and the other is a simpler, single colour version, see below to know which one to use when.
Use the coloured logo ONLY on white backgrounds
Use the black or white logo in all other scenarios like coloured backgrounds, images and videos
Colour
The colour palette for 1.8 is youthful and vibrant. Use the colours in the combinations shown below
Colour palette
Colour combinations
Colours to be used on photographs
Typography
There are 3 levels to the typography to communicate information clearly and in the right hierarchy
Primary typeface
The Stroke
To communicate the core message. This should never be more than a few words or 2-3 lines. It should always be large to draw attention
Secondary typeface
Noto Sans Condensed Italics
To communicate secondary text, provide information and context
Tertiary typeface
Noto Sans
To be used as body text
Icons
The 1.8 icon library is continuously expanding, use icons and stickers in your visuals and use 1point8 Giphy stickers on Instagram and TikTok
Background
Create visuals for 1.8 Billion Young People for Change
Step by step guide to create a composition
Here we have used an image here. You can use a background colour or hatched texture as well.
Adjust the brightness of the image to ensure there is sufficient conrast and legibility of text.
Add the call to action or key message in large letters in the 1.8 font.
Use Noto Condensed Italics for supporting information. Play with colours to create visual interest.
Lastly add the logo. Use the black or white logos on images according to the contrast.
Content guidelines
Our brand persona is
Advocative
Responsible, active and speaking up
Young
Open, vibrant, energetic and without airs
Agile
Quick-witted, on-the-go and adaptable
Persistent
Keep at it till we get to our goal
Our tone of voice is
Direct
We do not beat around the bush. We get to the point without a fuss
Engaging
We charm and cajole our audience in a friendly and positive way
Immediate
We are quick and ready, jump-starting communications without delay
Inclusive
We are open and equitable, speaking and acting without discrimination
