Brand Standards

Why We Need Standards & Why the Update

CARE’s brand is the face of the organization and represents who we are and what we do. Correct use of the CARE brand — including words, images, graphics, the logo, colors and typography — is fundamental to maintaining the integrity of the CARE name. Therefore, words and messages on this site were carefully chosen to support CARE’s brand.

The protection of CARE’s trademarks is similarly important. Proper licensing and monitoring ensure the health of these valuable intellectual property assets and allow CARE to defend against infringement.

These standards are a resource and reference tool for CARE staff and suppliers, providing an overview that helps us correctly use CARE’s brand internally and externally. When necessary, these standards will be updated to ensure that they complement the evolution of CARE.

Over the last several years, multiple comments and suggestions have been submitted to the CARE Brand Management Team related to fonts, imagery, colors and how we use the name “CARE” relative to the word “care.” In response to these inquiries, and to ensure that CARE is flexible within its brand framework, we are introducing a new signature, an open-source font (Fira, which replaces Officina), a simplified color palette and a legally informed, flexible set of guidelines for using the name “CARE” and the word “care” together. We hope that these updates will improve the way we are able to present ourselves to the world.

CARE Brand Guide

Download the full CARE Brand guide here.

Brand Standards Brown Bag

We held a Brown Bag discussion and overview of the Brand Standards and how to use this site back in January of 2020. You can reference the recording below for an walk through of how to use the site and an explanation of each section of the brand standards.

Watch it below:

Brand Standards

Written Standards  |  Graphic Standards  |  Photo & Video Standards

Why We Need Standards & Why the Update

CARE’s brand is the face of the organization and represents who we are and what we do. Correct use of the CARE brand — including words, images, graphics, the logo, colors and typography — is fundamental to maintaining the integrity of the CARE name. Therefore, words and messages on this site were carefully chosen to support CARE’s brand.

The protection of CARE’s trademarks is similarly important. Proper licensing and monitoring ensure the health of these valuable intellectual property assets and allow CARE to defend against infringement.

These standards are a resource and reference tool for CARE staff and suppliers, providing an overview that helps us correctly use CARE’s brand internally and externally. When necessary, these standards will be updated to ensure that they complement the evolution of CARE.

Over the last several years, multiple comments and suggestions have been submitted to the CARE Brand Management Team related to fonts, imagery, colors and how we use the name “CARE” relative to the word “care.” In response to these inquiries, and to ensure that CARE is flexible within its brand framework, we are introducing a new signature, an open-source font (Fira, which replaces Officina), a simplified color palette and a legally informed, flexible set of guidelines for using the name “CARE” and the word “care” together. We hope that these updates will improve the way we are able to present ourselves to the world.

CARE Brand Guide

Download the full CARE Brand guide here.

Brand Standards Brown Bag

We held a Brown Bag discussion and overview of the Brand Standards and how to use this site back in January of 2020. You can reference the recording below for an walk through of how to use the site and an explanation of each section of the brand standards.

Watch it below: