Brand Standards  |  Graphics Standards

The Brandmark

The CARE Logo

The brand mark is the most visible element in the CARE brand identity system. It consists of the symbol (the “Community of Hands”) and the CARE logotype. The proportional relationship between the symbol and the CARE logotype should never be altered. The two elements must always appear together exactly as shown here, never separately.

The vertical configuration of the CARE brand mark displayed below is the preferred version of the brand mark for all applications. The horizontal configuration of the CARE brand mark is the alternate version of the brand mark and should be used in applications where space is unavoidably limited. If your layout requires the use of the brand mark, use the files provided. Do not build your own.

CARE Brandmark - Vertical
CARE LOGO, VERTICAL
CARE Brandmark - Horizontal
CARE LOGO, HORIZONTAL

Licensing the Mark

In cases where a third party would like to use a CARE mark, it is critically important to have a licensing agreement in place. Whether for a small community fundraiser or a multi-national partnership, a licensing agreement protects and prescribes the use of the marks. When presented with an opportunity that requires third-party use of any CARE mark, contact brandsupport@care.org or legal@care.org.

Brand Standards  |  Graphics Standards

The Brandmark

The Brandmark  |  Typography  |  Color Palette  |  Icons & Patterns  |  Social Media Icons  |  Email Design & Analytics  |  Email Headers & Cybersecurity  |  Email Signatures

The CARE Logo

The brandmark is the most visible element in the CARE brand identity system. It consists of the symbol (the “Community of Hands”) and the CARE logotype. The proportional relationship between the symbol and the CARE logotype should never be altered. The two elements must always appear together exactly as shown here, never separately.

The vertical configuration of the CARE brandmark displayed below is the preferred version of the brandmark for all applications. The horizontal configuration of the CARE brandmark  is the alternate version of the brandmark and should be used in applications where space is unavoidably limited. If your layout requires the use of the brandmark, use the files provided. Do not build your own.

CARE Brandmark - Vertical
CARE LOGO, VERTICAL
CARE Brandmark - Horizontal
CARE LOGO, HORIZONTAL

Licensing the Mark

In cases where a third party would like to use a CARE mark, it is critically important to have a licensing agreement in place. Whether for a small community fundraiser or a multi-national partnership, a licensing agreement protects and prescribes the use of the marks. When presented with an opportunity that requires third-party use of any CARE mark, contact brandsupport@care.org or legal@care.org.

Brandmark Options

The following two Logo Options are the only approved color variations of the logo. Logo Option 1 is the Preferred version. Do not under any circumstances: alter the logo in any way, change the colors, use the logo in black (except when printing in black and white), distort the logo, put the logo on a background that makes it unreadable, and do not separate the circle of hands from the wordmark. Please find more examples of incorrect brandmark applications at the bottom of the page.

 

Logo Option 1 (Preferred)

The Pantone® 1-color Reverse version of the brandmark (white logo on orange background) is preferred and should be used whenever possible. When it is not possible, you can use the Pantone® 159 Orange version on white.

Primary CARE Logos - Reverse
PRIMARY CARE LOGOS - REVERSE
Primary CARE Logos - Orange
Primary CARE Logos - Orange

Solid Color Logo

DOWNLOAD

Primary Logo Art (EPS and PNG files)

CARE employees and approved partners can contact brandsupport@care.org for the password to access downloadable materials.

Logo Option 2

Logo Option 2 is a secondary logo option that was previously CARE's primary logo. It is still acceptable to use this version of the logo where updating it would be difficult and costly. Wherever possible, please update this logo to use Option 1 instead.

Secondary CARE Logos
SECONDARY CARE LOGOS

Legacy 2-Color Logo

DOWNLOAD

Secondary Logo Art (EPS and PNG files)

CARE employees and approved partners can contact brandsupport@care.org for the password to access downloadable materials.

Brandmark Clear Space and Minimum Size

Clear space

Clear space is the minimum area to be kept free of graphics, logos, type, lines or any other elements around the logo. No other graphic elements or type should appear within this area with the exception of the tagline or website lockup.

Make sure the CARE logo always has an appropriate amount of clear space around it. This ensures that no other visual elements compete with or hide the logo.

The clear space is determined by the height of the “e” in the CARE logotype below. This measurement is then applied all around the brandmark.

CARE vertical logo with minimum clear space
CARE VERTICAL LOGO WITH MINIMUM CLEAR SPACE
CARE horizontal logo with minimum clear space
CARE HORIZONTAL LOGO WITH MINIMUM CLEAR SPACE

Minimum size

To ensure legibility, if the brandmark appears smaller than .5” in diameter, use the solid 1-color or solid black version. Do not use the mark smaller than .25” wide. If the brandmark is being reproduced in the legacy 2-color version, it must be no smaller than .5” wide.

Minimum size of logo option 1
MINIMUM SIZE OF LOGO OPTION 1
Minimum size of logo option 2
MINIMUM SIZE OF LOGO OPTION 2

Brandmark on Color Backgrounds and Images

Color backgrounds

Do not use the brandmark on any color background that does not allow the brandmark to be clearly visible.

When possible, the first choice is to use the white logo on an ORANGE background. The second choice is to use the orange logo on a WHITE background. The third choice is to use the white logo on a BLACK background.

In general, we do not advise using the logo on any other colors. There may be exceptions, such as when a partner needs to use our logo on another background color. In that case, the white logo will most likely be the most visible. When an external partner uses our logo, please submit these cases to Brand Support for approval.

Logo on color backgrounds
LOGO ON COLOR BACKGROUNDS
Logo on color backgrounds
LOGO ON COLOR BACKGROUNDS

Images

When placing the CARE brandmark on an image, take care to place it in a manner that ensures readability and contrast with the background. Do not place the brandmark on an image in a way that obscures essential details of the image.

Do not place the brandmark in a box to create contrast between the brandmark and the image. If there is no suitable location on an image to superimpose the brandmark, select a different image.

White Logo on Photo Background
WHITE LOGO ON PHOTO BACKGROUND
Orange Logo on Photo Background
ORANGE LOGO ON PHOTO BACKGROUND

Tagline and Web Address Lockups

At the moment there is no globally mandated tagline. Nevertheless, it is critical to remember that we are one brand: CARE.

Using the tagline is optional, but when doing so, never alter the brandmark. Determining whether to use the tagline is based on the project, intended audience and design aesthetics.

Clear space must be maintained to preserve the integrity of the CARE brandmark. An exception to the clear space rule is the brandmark lockup with the web address or tagline, “Defending dignity. Fighting poverty.”

In these applications, the clear space is determined by the height of the “c” in the CARE logotype. The distance from the baseline of the CARE logotype to the top of the lowercase letters of the tagline is .75X height for vertical construction and .5X for horizontal constructions.

Use of existing taglines is permitted, but you must get approval from the Brand Management team before altering your current tagline or creating a new one. Contact brandsupport@care.org if you need a sub-brand lockup with a tagline.

Vertical configuration
Vertical configuration
Horizontal configuration
Horizontal configuration
SUB-BRAND LOCKUP WITH TAGLINE
SUB-BRAND LOCKUP WITH TAGLINE

CARE URL Lockup

DOWNLOAD

CARE URL Lockup
(EPS & PNG files)

CARE employees and approved partners can contact brandsupport@care.org for the password to access downloadable materials.

CARE Tagline Lockup

DOWNLOAD

CARE Tagline Lockup
(EPS & PNG files)

CARE employees and approved partners can contact brandsupport@care.org for the password to access downloadable materials.

Brand Architecture: Sub-brands

The examples below show the lockup template for external initiatives, CI members, country offices and our C4 CARE Action. All sub-brands use the same CARE logo and only differentiate in their descriptions. Sub-brands only use the horizontal version of the logo and the font style is Fira Sans Condensed Light.

Primary Sub-brand Lockup
Primary Sub-brand Lockup
Secondary Sub-brand Lockup
Secondary Sub-brand Lockup

A recent decision to help maintain clear brand hierarchy, is that all internal initiatives, clubs, and departments will no longer have a sub-brand logo. Internally, we are all simply CARE. We ask that you type out the name of your team/initiative using our brand font Fira Sans Condensed in ALL CAPS and the Light weight. If the word CARE appears in your name, such as CARE ID, you can bold the word CARE for emphasis. Do not place the CARE logo directly next to your name, but space it out so that it has more than the clear space needed. You can use either the vertical or horizontal CARE logo along with your name.

Town Hall

Brand Architecture Examples

EXTERNAL INITIATIVES
CARE Sub-brand - External Initiatives
INTERNAL INITIATIVES
Internal Initiatives
CARE INTERNATIONAL MEMBERS
CARE Sub-brand - CARE International Members
COUNTRY OFFICES
CARE Sub-brand - Country Offices

Sub-brand Requests

In order to protect the integrity of the lockup, we will create sub-brands on a case by case basis. To submit a request for a sub-brand logo, please contact brandsupport@care.org. We may follow up with questions to help determine eligibility for a lockup, if needed.

C4 CARE ACTION DIFFERENTIATION

Primary Logo treatment - WHITE ON ORANGE

Secondary Logo treatment - ORANGE ON WHITE

Screen Shot 2019-09-16 at 4.28.29 PM
Screen Shot 2019-09-16 at 4.30.47 PM

Co-Branding

Co-branding links the brand credibility of CARE to that of another entity for the mutual promotional benefit of both. Co-branding is about more than just the placement of logos; it is about a business relationship between CARE and another organization. For all instances of co-branding, we select partners who share our aims and values.

The arrangement of the CARE logo with those of our partner(s) can be in a horizontal row or a vertical column, equally proportioned, with sufficient clear space between them. When our logo is used in association with a product, the same rules of clear space and relative size apply.

Take care to reflect the nature of the relationship between CARE and the partner organization.

If CARE is the primary brand, try to use our corporate typefaces for text, choose colors from our color palette and select images that reflect our style and words that fit our tone of voice. Where the partner brand is dominant, the absolute minimum requirement is the correct reproduction of our logo. When the partnership is equal, marks should be of equal size and typefaces and colors should be as brand neutral as possible.

If a third party wishes to use the co-branded mark, a licensing agreement is required. Please contact brandsupport@care.org or legal@care.org for more information.

NOTE: The creation of any co-brand or sub-brand, including mail programs, partnerships or organizational initiatives, must be reviewed by the Brand Management Team and Legal Department, and be approved by the Senior Director of Brand. There is no exception to this requirement.

Co-branding spacing of vertical logo
Co-branding spacing of vertical logo
Co-branding spacing of horizontal logo
Co-branding spacing of horizontal logo

CARE Action

DOWNLOAD

CARE Action Logos & Guide
(PNG, EPS & PDF)

CARE employees and approved partners can contact brandsupport@care.org for the password to access downloadable materials.

Examples of Incorrect Brand Usage

Never Break the Logo

The brandmark should not be altered in any way, and especially important is to not separate the circle of hands illustration from the word 'care.' This includes using the circle of hands as an icon which is not allowed, or using it large like a design element.

Circle of Hands
CARE wordmark

Retired Supergraphic

We have retired the supergraphic treatment and are no longer using it in any designs. The new rule is that the circle of hands cannot be separated from the word CARE at any time for any reason. When updating materials that use the supergraphic, please delete it and opt for a cleaner, simpler background.

Screen Shot 2019-07-24 at 10.17.19 AM

Incorrect Brandmark Applications

Incorrect brand mark application - distorted logo

Don’t distort the brandmark.

Incorrect brand mark application - can't see logo on background

Don’t apply the brandmark on colors or backgrounds where it can not be clearly seen.

Incorrect brand mark application - don't put logo in text

Don’t use the logotype within text. CARE appears as all caps in headlines and body copy.

Incorrect brand mark application - don't add typography or graphics

Don’t add typography or graphics to the brandmark in place of the web address or tagline.

Incorrect brand mark application - don't add white field behind logo when it's being placed on another background

Don’t place the brandmark in a field of white or color that creates an impression that it is part of the brandmark.

Incorrect brand mark application - don't use brandmark elements in other applications

Don’t use brandmark elements in other applications.

Incorrect brand mark application - don't change any elements of the brandmark

Don’t alter the symbol or logotype of the brandmark.

Incorrect brand mark application - don't change any colors of the brandmark

Don’t alter the color of the brandmark.

Incorrect brand mark application - don't flip the elements of the brandmark

Don’t alter the construction of the brandmark.

Incorrect brand mark application - don't make the 2 color logo smaller than 0.5"

Don’t use the full-color brandmark at sizes smaller than 0.5” (12.7mm) wide.

Incorrect brand mark application - don't split the elements of the brandmark

Don’t use the symbol without the logotype with it.