Q: What is a “visual identity” and what does it mean for UNAIDS?
A: Visual identity is tied to the “persona” of the organization. Typically, there are several brand requirements in a successful strategy:
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Differentiation. What sets UNAIDS apart from other organizations working in the AIDS response and development field.
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Relevance. UNAIDS understands and meets the needs and aspirations of our constituencies.
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Coherence. All the messages, branding, experiences, products, actions, “look and ‘feel’” are consistent and add up to something meaningful.
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Esteem. If we meet the above, then we can help ensure that UNAIDS is valued for what it thinks and does.
Logo use and clearance
Q: How is the order of the Cosponsors determined?
A: The order in which UNAIDS Cosponsors are listed—for example on a UNAIDS publication or official letterhead—is determined by two factors, following guidance provided by the UN Office of Legal Affairs: the Cosponsor’s category within the overall structure of the UN and the founding date of each body or organization within its category.
The three overarching UN categories are:
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United Nations Funds and Programmes: UNCHR, UNICEF, WFP, UNDP, UNFPA, UNODC, UN Women;
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United Nations Specialized Agencies: ILO, UNESCO, WHO; and
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Bretton Woods Institutions: the World Bank.
Therefore, in applying these two factors, the Cosponsor order is as follows:
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UNHCR, 1950
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UNICEF, 1953
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WFP, 1963
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UNDP, 1966
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UNFPA, 1969
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UNODC, 1997 (formerly UNDCP, 1991)
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UN Women, 2010
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ILO, 1919
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UNESCO, 1945
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WHO, 1948
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The World Bank, 1944
Q: Can the UNAIDS logo be placed against a coloured background, for example on a report cover that is blue or red?
A: Yes. Although the preference is to place the coloured UNAIDS logo on a white background, in some instances that may not be possible. A “reversed out of colour” logo can be used to make it easier to include the UNAIDS logo, for example, on full colour report covers, flyers, banners, etc. But please remember: if the background is white, the coloured logo must be used. See the logo use guidelines for examples.
Q: Can the UNAIDS logo be cropped, for example to remove the AIDS ribbon?
A: No. The UNAIDS logo cannot be cropped or have any of its elements modified in any manner whatsoever. The logo is an integral element of the UNAIDS brand and must be treated with respect. Consult the logo use guidelines for further information.
Q: I am writing a note for the record of a meeting on UNAIDS letterhead that will be circulated to UNAIDS colleagues and external partners. Do I need to complete and submit a logo clearance form?
A: No. A note for the record and other similar documents (e.g. memorandum, briefing note, etc.) do not require logo clearance, as they are not intended for official public distribution. Also, if what you are writing is not an “official” document, in many cases it may not need to carry the UNAIDS logo.
Design essentials
Q: Which font should I use when communicating on official UNAIDS letterhead?
A: The standard UNAIDS font type is Arial Regular. The size of the font varies, depending on your document, but 11 point is recommended. See typography and templates for more information.
Q: Where can I find design options for my document?
A: The Communications Department has developed a set of templates and a document template guide to assist staff when tasked with producing an official UNAIDS publication. Consult the document template guide for more information.
Q: We would like to use the images that are on the Brand Builder web site for our publication. Is this possible?
A: No. The images on the Brand Builder are meant for demonstration purposes only, to give you some idea of UNAIDS' image style. Consult the UNAIDS Photo Library for a comprehensive overview of available images.
Q: Who do I contact for more information on UNAIDS brand guidance?
A: For brand questions, templates, graphic design and the UNAIDS logo contact UNAIDS Communications.
