WFTO Brand Book - : Brand Guidelines 2017 Internal Version

WFTO Brand Book_
Brand Guidelines 2017
Internal version
CONTACT
Address Phone | Online
WFTO
World Fair Trade Organization, Phone: +31(0) 345 53 6487
Godfried Bomansstraat 8–3, Email: info@wfto.com
4103 WR Culemborg, The Netherlands Website: www.WFTO.com
World Fair Trade Organization | Brand Guidelines
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WFTO
Introduction_
Usage of our brand book
These guidelines describe the visual and verbal elements Sending a consistent and controlled message of who
that represent WFTO’s brand identity. we are is essential to presenting a strong, unified image
of our organisation.
This includes our name, logo, associated logos and labels,
and key communication elements such as colour, type, These guidelines reflect WFTO’s commitment
language and graphics. to quality, consistency and a coherent style.
Appendix B details our brand persona report and should WFTO’s brand, including the logo, name, colours and
be used to influence written and visual communication identifying elements are valuable assets.
strategies – use the guidance notes provided.
Each of us is responsible for protecting the organisation’s
Appendix C describes the visual and verbal elements that interests by monitoring correct use of the WFTO brand
represent our sub-brand: WFTO Guarantee System. identity internally and externally.
WFTO
Table of contents_
SECTION 1 | Brand strategy 4
SECTION 2 | Brand language 9
SECTION 3 | Brandmarks 16
SECTION 4 | Typography 24
SECTION 5 | Colour systems 30
SECTION 6 | Grid systems 32
SECTION 7 | Photography 38
SECTION 8 | Branded stationery 43
SECTION 9 | Dual branding 46
GLOSSARY | Technical terms contained within 52
APPENDIX A | Target Audience Audit 53

APPENDIX B | Brand Persona Communication Strategies 63
SUMMARY | Usage and contact details 78

PART 2 | Sub-brand: WFTO Guarantee System Coming Soon
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01 BRAND STRATEGY
Our brand strategy is built on the legacy of our needs, emotions, and to our competitive environments.
organisation and determines our future. It is the heart By defining and executing our brand strategy WFTO
of WFTO’s communications, which beats in all of our staff and members communicate with a unified voice.
messages. It is directly connected to our audience’s
Our story
Our purpose and position
Our mission and vision
Our values – The Fair Trade Principles
Brand DNA
Our story_
How it all began
The concept of Fair Trade is not new. But as a solution Today, WFTO is a major player in the global Fair Trade
to trade injustices, modern Fair Trade started with movement that aims at a more just, equitable and
people in North America that were trading directly sustainable world, where people can have a decent and
with communities in poor areas in the 1940s. This was dignified livelihood through their work. Members are
an innovative response to alleviate poverty experienced guided by the 10 Principles of Fair Trade. These
by producing communities in countries with little or principles served as the guiding standard of their
no voice at all in the international trading arena. This business practices, and as a tool for sustainable
idea of a market-based solution to fight poverty caught development. Members update these principles
the attention of several organisations. It was then called regularly to keep up with developments.
‘Alternative Trade’ and its popularity expanded to
Europe, Latin America, Asia and Africa; it became
a global movement.
To unite all actors and create a unified voice,

a group of dedicated organisations set up the first
global fair trading network in 1989 – the International
Federation of Alternative Trade (IFAT). IFAT provided
a space for all players of the Alternative Trade supply
chain, from producers to resellers. The (global Fair Trade
definition and the) 10 Principles of Fair Trade are the
most important outcomes of this close cooperation.
These principles would become the accepted criteria
for fair trading organisations. In 2009, IFAT re-branded
itself and adopted a new name: World Fair Trade
Organization (WFTO).
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Our purpose and position_
Purpose – our reason for being
WFTO connects and provides spaces for businesses

and organisations in the supply chain, to exchange
innovative ideas and best practices. We work together
to provide a solution for humane, sustainable global
trading by creating synergies to advance Fair Trade.
To do this WFTO members commit to apply The
10 Principles of Fair Trade in their daily business
practices, which creates an enabling environment
for Fair Trade Organisations as well as for small
producers to grow socially and economically.
We believe that, through the principles, Fair Trade
Organisations can contribute to poverty eradication
and climate change mitigation, and help establish
a Fair and Sustainable Global Economy.
Position – our niche
WFTO and its members work towards transforming

the conventional trade structures to favour humane
and sustainable trading – the Fair Trade way. We do
this through the Guarantee System, by verifying and
monitoring business practices of members against a set
of agreed criteria based on the 10 Principles of Fair Trade.
VISION ru c ture s and
w hi ch trade st vour of the
a
n of a world in d to work in f tainable
io e s
F T O h as a vis been transform nd promote su net .
W
r a c t i c e s have
m ar g in alised a a healthy pla
p
o n o m i cally , ju s t i c e and
ec ment
develop
N
MISSIO r T r ade values
t o pro tect Fai us enabling
at W F TO is p r a c t i c es , t h ro ve their
sio n a d e o i m p h
Our mis romote Fair Tr d producers t onomy throug ir
e c a
and to p lly marginalis d the global e dvocate for F
ic a an d a
econom , communities bal network an s are heard.
ds glo i ce
livelihoo . WFTO is the all producer vo
de m
Fair Tra de, ensuring s
Tra
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Our values_
10 Fair Trade Principles:
Our values are guided by the 10 Fair Trade Principles; Consistently acting on these values in varying degrees of
They are what we stand for and believe in. These situations we face as an organisation; from how to react
principles form our moral compass. in a crisis to what we say on our voicemail message will
help our brand achieve its vision.
These values provide direction on how to behave on
behalf of WFTO in any given situation; they unify the
behaviour of our brand and influence brand decisions.
02 BRAND LANGUAGE
Our brand language: every word, every sentence we choose to replace, reflects and defines our brand
influences how we are perceived. The language we priorities. In unison with our visual identity, brand
choose, the language we don’t choose and the language language determines our brand voice.
Brand DNA
Tone of voice
Writing style
Message structure
Language guide
World Fair Trade Organization | Brand Guidelines World Fair Trade Organization Brand Guidelines
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Brand DNA_
Our promise and how we communicate it
As a guardian of Fair Trade principles, WFTO shares its

unique, expert and clear understanding of the world
in a way that educates audiences and helps the Fair Trade
sector to grow sustainably. Through learning and
compassion, the World Fair Trade Organization brand
leads and creates an empowered community.
Based on the guardian persona, this approach allows

those who come into contact with brand to feel
empowered to make their own mind up and/or motivated
to seek further knowledge.
Determined to make an impact and transform trade for

WTFO provides
the better, WFTO’s voice is committed to sharing key
messages with its audience in an inventive way to
establish trust long-term.
a unified, sincere,
wise and empathetic
voice through which
the Fair Trade sector
can be heard.
World Fair Trade Organisation | Brand Guidelines
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Tone of voice_
When we communicate on behalf

of our brand we are
Intelligent and authoritative; our tone is informative,

confident and decisive but is never patronizing.
WFTO presents itself in a respectable, down-to-earth

and approachable way, appropriate to audience segments.
How we express ourselves must strengthen the emotional

bond our audiences have with WFTO in order to gain
their trust. To gain this trust our communications must
demonstrate how we get things done.
Inspire and create

intrigue by using active
messaging “What’s
about to happen_”
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Message structure_
Informing and inspiring

our audiences 1. Fair Trade, The Solution 3. We are proud
Our communications materials including but The summary title of what is being discussed Why was it important? Qualify this with results.
not limited to: press releases, presentations,
should always begin with the words Fair Explain the impact and benefits for the subject
reports, advertorials, social media posts, blog
posts; WFTO leaflets, flyers and brochures, Trade, followed by the problem being solved. matter and the intented reader. Use statistics
should be structured in the same format. For example: data and measurable results where appropriate.
Writing in this structure will help you ensure Fair Trade = No Poverty
that our communications are cohesive, that 4. We won’t stop there_
our communications goals are met and our Fair Trade, a path to sustainable development.
brand DNA shines through for the reader What are WFTO going to do next? What
at all touch points. It will help our audiences Fair Trade can the readers do next? What are others
get to know us better and inspire them to act. doing next? Actively guide and inspire the
reader to keep up the momentum with a
The structure as shown opposite, acts as
a guide which can be implemented for short
2. We are doers closing statement and CTA (call to action).
and long form written communications,
as well as storyboards and infographics. Explain how we did it (with a smile on our face)
be positive with the information and tone. 5. Make it easy
Starting each message with the Fair Trade What has been done, who was involved?
as the solution principle is key to developing Engage the reader by making them part of the Include institutional information and contact
a core understanding of what we’re about and story and use direct quotes where possible. details to help the reader follow up on the CTA.
why it’s great!
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WFTO promises authentic

Fair Trade by guaranteed
Fair Trade Organisations.
We are:
Proud | Inspiring
Active | Different
Smart | United
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Writing style_
Do Don’t
Be inclusive Overwhelm
We write in the first person collective Keep sentence structure clear, clean,
(‘we’, ‘us,’ ‘our’). maintain a conversational and concise. Less is more.
rather than dictatorial tone.
Use jargon
Make it easy With the exception of internal and academic
Use typographic hierarchy, sub-headings content we must use terms which would generally
(and visual aids where possible) to guide our reader be understood by all our audience segments.
through the message and highlight/illustrate points.
Be like everyone else
Be caring and proud With respect for our peers we must stand out
Communicate in non-violent and respectful in the crowd. Therefore we express our own
language which will inspire a healthy and (WFTO) opinions, achievements, and point of view.
positive perspective of Fair Trade.
Force humour
Be focused Being approachable and friendly is key but
We get to the point in hand and provide progressive we must be smart about how we use humour
solutions focused language, that inspires our in our language and appreciate how
audience to help us in our drive to get things done. humour is received cross-culturally.
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Language guide_
Do Don’t
Use fair trade capitalization correctly Overpromise

Write Fair Trade capital F, capital T when writing While we are proud of our strengths, we never call
about the movement. ourselves ‘the best’ and stop short of outright bragging.
For this reason we do NOT use the following words:
Use lower case fair trade when writing about fair 1. Certified
trade in general. 2. 100%
3. Better than...
The use of Fairtrade all one word is licensed as 4. Must (we prefer should)
a trademark and must only be used in reference
to Fairtrade International, the brand.
Mis-type our brand name
Use the correct tone on social media There is no ‘the’ article before ‘WFTO.’
Social media posts must be crisp, direct to the point,
conversational; as if WFTO is talking personally Mis-communicate our brand assets
to our social media followers. Correct terms are:
The Fair Trade Principles
UK English Guarantee System or GS
Use UK English and spelling, except for our
name ‘World Fair Trade Organization.’
Observe
Political correctness must be observed
at all times.
03 BRANDMARKS
Our brandmarks are a key building block of our identity, The elements have a fixed visual relationships as shown
a primary visual element that identifies us. This signature in the following pages which can be used to promote the
is a combination of symbol, our name and our strapline. values of WFTO.
Masterbrand introduction
Usage
Isolation areas
Incorrect applications
Brand usage reminders
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Masterbrand introduction_
Masterbrand
WFTO’s Masterbrand comprises two brandmarks: the

symbolic logomark and the typographic wordmark; this
forms a unified and practical logo.
The logomark is a crafted symbol evoking messages

of humanity and the planet. Each character interlocks
to represent unification and the connection between
regions and global diversity that influence our work.
It has a particular relationship with the World Fair Trade
Organization name.
The wordmark has been carefully chosen for its modern,

refined and highly legible style.
The acronym is how we are known and referred
to by multiple audiences and therefore it is important
to represent this high-level communication within our
brand marks.
The typeface is Akzidenz Grotesk medium. Lightly
bonding the letters F & T with typographic kerning
subtly hint at a ligature representing the bond that
is our Fair Trade family.
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Usage_
Internal and member usage Masterbrand elements
WFTO’s logo is designed for the sole use of the 1) Wordmark

World Fair Trade Organization, its regions and Should always be used alongside
monitored members. the symbol and with the strapline
where space permits.
The logomark should be used together with a member’s 1 2 Always position the wordmark
locked up alongside the symbol
own logo (see section 9 for dual branding guide). balanced by the vertical line.
Authorised members can use the WFTO symbol The wordmark must NEVER
across all communications and design work to be used as a stand alone
ONLY used by internal staff.
promote their organisation with the exception of
using it as a product label.
2) Logomark
Can be used on it’s own as
a stand alone.
Non members or third-parties
Only the WFTO global office can authorise third-party

use of the logo through a signed contract.
Logo solid black Logo solid white 3) Solid black
The solid black versions can
Members may not provide the WFTO logo to be used for some forms of B/W
non-members for any purpose. commercial printing applications,
where coarse halftone screens
are used.
4) Solid white
This is the secondary logo.
The solid white versions can
be used for some forms of B/W
commercial printing applications,
3 4 where coarse halftone screens
are used.
It is also appropriate to use this
version when placing the logo
over an image or solid colour.
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Correct applications_
Internally produced communications Authorised external use
Logo
Working in unison exactly as shown, internal staff Logomark
(or those directed to do so by the brand manager) Authorised members can use the WFTO logomark across
can apply this logo to communications documents. all communications and design work to promote their
Documents may include but are not limited to: organisation with the exception of using it as a product label.
letterheads, press releases, finance documents
and marketing templates.
MINIMUM LOGO SIZES

This WFTO logo is NOT a product
Logo
label or product verification mark.
Minimum Size: 40mm length
40 mm
It CANNOT be used on products.
Logomark
Please send all artwork contaning
Minimum Size: 10x10mm the logo and brandmarks to
15 mm
10 mm
brand@wfto.com for approval.

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Isolation area and computation_
Grey area indicates where other graphical and visual White indicates clear space. The clear space
elements can be safely positioned up to the adjoining blue must be kept free of all other graphical elements.
dashed line. The minimum required clear space is defined by
half the measurement ‘×’. The width is equal to the height.
0.5
ˣ 0.5
ˣ
0.5
ˣ 0.5
ˣ
Isolation area Isolation area Computation

Logomark Logo
To work out the clear space take
the height of the logo and divide it
in half. (Clear space = Height / 2).
0.5
ˣ 0.5
ˣ 0.5
ˣ 0.5
ˣ
ˣ ˣ
0.5
ˣ 0.5
ˣ 0.5
ˣ 0.5
ˣ
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Incorrect applications_
Here are examples of things

we should avoid with our brand
symbol. Distorting or changing
elements diminishes its impact
and recognition.
01 Don’t stretch
disproportionately.
02 Don’t alter the colours.

01 02 03
03 Don’t rotate or skew.
04 Don’t rotate elements.
05 D
on’t add effects
(glows,shadows, etc.)
06 Don’t outline or redraw.
07 &
04 05 06
08 D
on’t squash the elements
into any shape of white box,
square, circular or otherwise.
Use the minimum clear white
space or more at all times.
09 D
on’t recreate with a different
typeface or add language.
These instructions apply to all

elements of the Masterbrand.
07 08 09
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Brand usage reminders_
1. W
FTO’s wordmark cannot be used
by anyone other than internal staff. 7. If a buyer wants to use the WFTO
It must also be positioned correctly brandmarks, they must request
alongside the logomark. permission by writing to
brand@wfto.com
2. A
uthorised members can use the
WFTO symbol to promote their 8. Use of any stylized, hand drawn
organisation with the exception or other versions of a unofficial logo
of using it as a product label. is not permitted. This undermines
the Masterbrand system and
3. W
FTO’s branding is not a product our brand consistency.
label or product certification mark
and cannot be used on products. 9. For consistency on dual branding,
members are advised to contact the
4. Members may not provide the WFTO office at brand@wfto.com
WFTO brandmarks to non-
members for any purpose. 10. W hen dual branding, WFTO’s
logo must NOT take prominence
5. Only the WFTO global office over members logo or name.
can authorise third-party and
non-member use of the logo
through a signed contract. When in doubt contact the global office
6. WFTO members cannot authorize and please send all artwork containing
the use of the WFTO brandmarks.
Authorisation must come from the the WFTO brandmarks to
WFTO global office by emailing
brand@wfto.com brand@wfto.com for approval.
04 TYPOGRAPHY
Careful selection and arrangement of typography correctly, and consistently, reinforces recognition
offers legibility and readability for any and all of the brand.
communication material. The WFTO brand uses a The use of typography alone, without photographs
distinctive typographic treatment that, when used or graphics, can communicate simplicity and order.
Brand fonts
Typographic hierarchy systems
Typographic treatments
System default fonts
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Brand fonts_
Akzidenz Grotesk
Our sans serif choice, Akzidenz Grotesk, comes in a most part users of the brand are advised to select from
range of weights and condensed and expanded forms the 4 weights shown and apply the good practice of the
which will allow the WFTO brand flexibility. For the systems described in the following pages.
AKZIDENZ GROTESK Designed by_

Günter Gerhard Lange, c1896
ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold When to use

Bold Italic To embolden body copy, as
abcdefghijklmnopqrstuvwxyz 1234567890 !“$£€|=( )?”[ ]©@ the standard, when stronger
emphasis is needed.
ABCDEFGHIJKLMNOPQRSTUVWXYZ Medium When to use

Medium Italic Titles, headers, sub-headers
abcdefghijklmnopqrstuvwxyz 1234567890 !“$£€|=( )?”[ ]©@ and paragraph headers.
ABCDEFGHIJKLMNOPQRSTUVWXYZ Regular When to use

Regular Italic Short sub-texts.
abcdefghijklmnopqrstuvwxyz 1234567890 !“$£€|=( )?”[ ]©@
ABCDEFGHIJKLMNOPQRSTUVWXYZ Light When to use

Light Italic Short sub-texts and for greater
abcdefghijklmnopqrstuvwxyz 1234567890 !“$£€|=( )?”[ ]©@ hierarchic contrast.
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Crimson
Crimson is a modern serif font family for book large bodies of text in the resources we provide
production in the tradition of beautiful without compromising brand consistency.
Oldstyle typefaces. It is a workhorse font and should only be used for
As a free font it allows our members to edit body copy.
Designed by_
Sebastian Kosch CRIMSON
When to use Bold
ABCDEFGHIJKLMNOPQRSTUV WXYZ
To embolden body copy, as Bold Italic abcdefghijklmnopqrstuvwxyz 1234567890 !“$£€|=( )?”[ ]©@
the standard, when stronger
emphasis is needed.
When to use Semibold

To embolden body copy, as Semibold Italic abcdefghijklmnopqrstuvwxyz 1234567890 !“$£€|=( )?”[ ]©@
the standard, when stronger
emphasis is needed.
When to use Roman/Regular

Body copy, large passages Roman/Regular Italic* abcdefghijklmnopqrstuvwxyz 1234567890 !“$£€|=( )?”[ ]©@
and bodies of text.
* Italics serve a specific purpose in typography that is to accompany Roman/Regular text. The 3 uses for italics are as follows:
1_ To denote the title of an artistic work. For example He reads The New York Times daily.
2_ To indicate foreign words or phases for example ‘en route’ in a paragraph of English text.
3_ To emphasise a tone of voice or indicate a quote “this can become irritating to the eye if used too much in more formal text.”
Download Crimson for commercial use here https://fontlibrary.org/en/font/crimson

27 | 78
Typographic hierarchy_
Context Caption Short subtexts or footnotes

Text Akzidenz Grotesk Regular
9pt Type / 9.6pt Leading (Body - 3pt)
Typographic hierarchy is a form of visual hierarchy

in an overall design project. Body Large passages of text
and bodies of copy.
Typographic hierarchy presents lettering so that the most Crimson
important words are displayed with the most impact so 10pt Type / 11.5pt Leading (Headlines - 1pt)
users can scan text for key information.
Typographic hierarchy creates contrast between Headlines This is headline text.

elements. There are a variety of ways you can create
a sense of hierarchy; scale and weight being the most Akzidenz Grotesk Medium
common. The instructions opposite show how WFTO’s 11pt Type / 15.6pt Leading
brand fonts can be used to create contrast and hierarchy.
From any pt size as a starting point (relevant to its

communication use) using the formulae shown will
ensure the ratio of one level of text to another remains
the same.
Headlines Sublines,
subheaders, Sub-header_
sections.
Akzidenz Grotesk Medium
For example if you start with a paragraph of body copy in 24pt Type (H2 - 12pt)
Crimson 10pt, then its headline would be Akzidenz
Grotesk 11pt. Respectively if you begin with a paragraph
of body copy in Crimson at 14pt, then it’s headline would
be 17pt and so on.
Use best design practice, optical and typographic

Headers,
titles.
HEADER 2
Akzidenz Grotesk Medium
principles in order to ensure that these instructions act 36pt Type (H1 - 12pt)
as a guide rather than a rigid restriction.
Sequencer
limited use.
HEADER 1
Akzidenz Grotesk Bold
48pt Type
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Typographic treatments_
Our underscore
As noted throughout this document we use a typographic

device in headlines. This device is a key brand asset and
can be used, with consideration, for best practice
typography in our brand materials.
The underscore is both dynamic, authoritative

WORKING
and matter of fact.
This aesthetic typographically represents WFTO

being about change and progression.
TOGETHER
It is a simple graphic which can be used in graphics and
in editable text to communicate how dynamic WFTO
is at initiating ‘change’, ‘what’s next’, ‘something
is about to happen_’.
FOR A
Primary uses are in headline text and display
typography for example straplines and campaign
messages. An example is shown.
Do not overuse this device.
FAIRER WORLD_
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Default fonts_
Aa Aa
Brand typography and copy should be converted to
outlines and presented to the end user in PDF format
in order to preserve the appearance of text.
However there are two instances where live or editable

text is necessary they are as follows
1. Browser system default fonts

Outdated systems and browsers may not support our ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
brand fonts when they are used in our website design. abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
In this case developers should set the default fonts as
0123456789!@£$%^&*() 0123456789!@£$%^&*()
shown opposite.
Aa Aa
Akzidenz Grotesk defaults to Web font set: Arial, Helvetica, sans-serif
Further reading on web safe fonts can be found here.
2. Editable documents
Users must have our brand fonts installed on their
machine in order to edit text.
Akzidenz Grotesk requires a font licence. If you

do not have the licence to use Akzidenz Grotesk
please use Arial as a default alternative.
Here are the rules for licensing your brand font.
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
Crimson is an open-source licence free Google font abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
which can be downloaded for commercial and 0123456789!@£$%^&*() 0123456789!@£$%^&*()
personal use here.
Crimson defaults to Web font set: Georgia, serif

05 COLOUR SYSTEM
Colour plays an important role in WFTO’s identity. A secondary colour system ‘mosaic’ has been developed
The colours in this guide are recommendations for to represent our brand values in public facing literature
various media. Taken from the primary colour system and materials. Each colour represents 1 out of our 10 core
as used in our logo a, unified palette of 3 primary values: The 10 Fair Trade Principles.
colours has been developed for future presentations
and documents, which comprise the ‘One Voice’ colour Check with the printer when using the colours that they
scheme. Consistent use of these colours will contribute will be always be consistent.
to the cohesive and harmonious look of the WFTO
identity across all relevant media.
Primary colours
Logo colours
Secondary colour system
31 | 78
Primary colour system_
Explanation Usage
‘One Voice’ White, Gray and Mid-blue, Use them as the dominant
have and will continue to become colour palette for all internal and
a recognizable identifier for WFTO. external visual presentations.
PRIMARY COLOUR PRIMARY COLOUR PRIMARY COLOUR

MID-BLUE PRO-GREY WHITE
- - -
COLOUR CODES COLOUR CODES COLOUR CODES
Pantone: 660 CP Pantone: 418 CP Pantone: Paper
CMYK: C-80 M-45 Y-0 K-0 CMYK: C-0 M-0 Y-0 K-85 CMYK: C-0 M-0 Y-0 K-0
RGB: R-38 G-125 B-193 RGB: R-74 G-74 B-73 RGB: R-255 G-255 B-255
Web: # 267DC1 Web: #4a4a49 Web: #ffffff
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Logo colours_
What our logo colours represent
Our logo colours have been chosen to reflect trust. Green is associated with nature and
how we want our identity to be perceived. healing, it symbolizes renewal, growth
Blue represents calm – openness and is often and restoration.
associated with loyalty, strength, wisdom and
DARK-BLUE LIGHT-BLUE LIGHT-GREEN
- - -
Pantone: 286 CP Pantone: 2985 CP Pantone: 376 CP
Web: #0452AA Web: #40C8F4 Web: #8CC63F
MID-BLUE DARK-GREEN PRO-BLACK*
- - -
Pantone: 660 CP Pantone: 355 CP Pantone: Process Black
Web: #267DC1 Web: #409347 Web: #000000
* can be used as a percentage
no less than 85%
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Secondary colour system_
Explanation Usage
WFTO’s colour family has been This brighter colour palette should,
Mosaic Yellow expanded to give greater flexibility primarily, be used for campaign and public
Mosaic Brown
Pantone 410 CP Pantone 1225 CP in our communications material. facing materials.
C-22 M-33 Y-28 K-60 C-0 M-19 Y-79 K-0 When doing so all 10 colours can be used
R-110 G-96 B-94 R-255 G-207 B-82 This mosaic of colours is complementary in unification to represent WFTO’s values.
Web #6e605e Web #ffcf52 to our primary and logo colours. Each Alternatively if the material primarily
colour represents one of our 10 Fair focuses on one of The 10 Fair Trade
Mosaic Red Mosaic Lime Trade Principles/brand values. Principles or a specific message, a colour
Pantone 199 CP Pantone 382 CP can be attributed to it for cohesive visual
C-0 M-100 Y-72 K-0 C-28 M-0 Y-100 K-0 This dynamic colour palette adds extra communications over time.
R-228 G-1 B-55 R-205 G-213 B-0 vibrancy and helps to establish our brand
Web #e40137 Web #cdd500 as a leader and active force in the Fair Use sparingly on internal documents and
Trade movement. presentations, as an accent to the primary
Mosaic Turquoise
Mosaic Purple colour system.
Pantone 7656 CP Pantone 7647k CP
C-45 M-90 Y-0 K-4 C-97 M-0 Y-30 K-0
R-154 G-52 B-136 R-0 G-158 B-181
Web #9a3488 Web #009eb5
Mosaic Pink Mosaic Green

Pantone 233 CP Pantone 3262 CP
C-12 M-100 Y-0 K-0 C-76 M-0 Y-58 K-0
R-212 G-0 B-127 R-0 G-176 B-173
Web #d4007f Web #00b0ad
Mosaic Orange Mosaic Blue

Pantone 1585 CP Pantone 307 CP
C-0 M-61 Y-97 K-0 C-100 M-22 Y-2 K-18
R-239 G-123 B-12 R-0 G-120 B-179
Web #ef7b11 Web #0078b3
06 GRID SYSTEMS
We need to apply a grid to inner pages to help rationalise than limiting the layout of a page, a grid provides greater
the arrangement of text and imagery. scope for creating visual relationships between elements.
The following pages demonstrate the grid in action, and The example grids can be used as guidance. Fixed grids
illustrate how it can adapt to suit any content. Rather that should be used as a rule are indicated.
Vertical grid systems A4

Vertical poster grid system A3
Horizontal presentation grid system
35 | 78
A4 vertical grid system examples_
Explanation Usage
In graphic design, a grid is a structure – A4 vertical dimensions: 210x297mm

made up of a series of intersecting guide – Margins: 25mm all, to allow for hole punch
lines used to structure content. The grid – 6 columns fitted to margin with a 3.88mm
serves as an armature on which a designer gutter will provide breathing space for a
can organize graphic elements in a rational, varierty of elements.
easy to absorb manner. A grid can be used – Elements can span a number of columns
to organize graphic elements in relation in order to achieve visual diversity.
to a page, to other graphic elements on the – This same system will work for A5 vertical.
page, or in relation to other parts of the
same graphic element or shape.
36 | 78
A3 vertical grid system examples_
Explanation
The A4 6 column grid system can also

be scaled up to A3, for example when
creating posters.
At larger sizes the flexibility of the system

allows for increased visual interest as shown
by the overlay of our logo in the example.
WFTO
PROTECTING VALUES, CHANGING LIVES_
Headline text
example_
Ra, vividii peconsusat. Cupicaelicas
ocapere mis, dem egit faut L. C. Nam
cae, untrum intio telus,Queridium,
con seniaec upplicierit, cemquam que
caecupi entem, tum ubi fui in viceris.
Marionum nosulis alat pulvirte aturs
o tas te etortur, quis. Vernultus autem
ipiortemus inprorum pre et? Nihilinc
fortericae iamplint. Romnihil
venatus. Vocribustil cons pertis mus
bonduc iaes opublinum esition dienes
dientim orteror bemus. Intiam ex nes
acesses imisquem. Ullis porepudam
eserspe la num que derspere quiduscit
latin con plaborerror audiaturem
voles ut ea dolorrorem eum in rem dus
dit et reriam doluptis porem cumet
mi, sa digendes escit quam rersped
everibus mo ilignam, quia sam sanis
ventiam dit et reriam doluptis.
37 | 78
Horizontal presentation grid system_
Explanation Usage
A4 presentations should replicate the system – Covers use standard A4 vertical dimensions
used in this, our brand book. 210x297mm with 27mm margin all round.
– Inner spreads use standard A4 vertical
Horizontal presentations are our preferred dimensions 210x297mm.
method for presentation documents as they Margins: top: 27mm, bottom: 20mm, inner
can be easily replicated for screen. 21mm outer: 27mm.
– 6 columns x3 fitted to margin with a
This fixed system defines our brand style and 3.88mm gutter provide flexibility for details.
can be used as a template. – Use a header style as shown below.
World Fair Trade Organization | Header Example

37 | 78
07 PHOTOGRAPHY
In the competitive world, we realize the importance ‘People’ and ‘action for change’ are at the heart
of using branded photography to help create a specific of everything WFTO does and careful selection
personality for our organisation at large, as well as for of photography will emphasise this appropriately.
our members.
Image selection
Photographic treatments
Hero image treatments
39 | 78
Image selection_
Explanation
Requirements
Our images are responsible to transfer the values of
WFTO to our members, potential members and wider – high contrast
audiences. It is a composite psychological impression – sharp images
that continually changes with our circumstances, media – modern and businesslike
coverage, performance, pronouncements, etc. – smiling portraits
– hands working, making, doing
We use careful image selection techniques to enhance our creating change
public image in order to improve our desirability as a – something about to happen
supplier, employer, partner etc.
40 | 78
Photographic treatments_
Explanation
Photography plays a key role and is

memorable in the eyes of our audiences.
Image treatments raise the concision and the
recognizability of a brand.
All brand photography should have one

of two treatments applied to it:
PT1 – Black and white
PT2 – Duotone
PT3 – Full colour + Duo
Correct use and cohesive application of these

treatments will ensure WFTO’s brand
is recognised as a professional organisation.
PT1_ Requirements
- black and white colours

- high contrast
- sharp images
- content adheres to image
selection requirements on page 39.
PT1 Example
41 | 78
PT2 Requirements
- high contrast
- sharp images
selection requirements
PT2 Usage
1. Desaturate the selected image.

2. R
un one of the WFTO PSD Duotone
actions provided.
3. A
djust the layer masks or levels of the
desaturated layer ONLY if neccessery
to improve contrast.
PT3 Requirements
- high contrast
- sharp images
selection requirements
PT3 Usage
1. Add a vector text layer to the image.

2. Select a box around the vector text.
2. R un one of the the WFTO PSD
Duotone actions over this selection.
3.Adjust the layer masks or levels of the
desaturated layer ONLY if neccessery
to improve contrast.
REMEMBER: Full colour photography

must NOT be used without a Duotone
applied over the top of it.
PT3 Example PT2 Example

42 | 78
Hero image treatments_
Our duotone wedge
Inspired by and as a natural progression from our

previous brand guidelines we can use a wedge angle
as a visual asset.
Uses of this graphic device will organically develop

with our brand, (note the use of angled type on pg 7).
In the case of using the wedge with photography an

appropriate application would be to apply it over hero
images i.e. bold statement images that appear as website
banners, posters or social media covers.
In this example the contrast between black and white in

the lower half and a red duotone from our mosaic colour
system, communicates the idea of change and transition
from dark (exploitation) to light (fairness).
08 BRANDED STATIONERY
Stationery is a primary means of communication and it is the world. This section illustrates approved layouts for
essential that every application be a consistent reflection standard stationery. Brand book, brand guidelines do not
of our identity. There is only one approved design format include invoices, bills of lading, credit letters, business
for all internal stationery, although there may be slight forms, checks, or other business processes. Refer to
variations in size and content for different regions of specific templates for these additional materials.
Letterhead
Email signature
Business cards
44 | 78
Email signature and business card_
Explanation
This shows the approved layout with the primary
elements of WFTO’s system for HTML email
signatures and double sided business cards.
Dimensions
85 x 55mm
Weight
400g/m
Uncoated white
Print
Offset
CMYK
3mm bleed
45 | 78
Letterhead_
Explanation Usage
This shows the approved layouts for There are 2 versions FORMAL is to
WFTO letterheads. be used for all formal communications
and PR for more dynamic press
release documents only.
Formal Letterhead Press Release Template
Dimensions
297 x 210mm
Weight
120g/m
Uncoated white
Print
Offset
CMYK
3mm bleed
09 DUAL BRANDING
WFTO’s logo symbol has been designed to be Dual branding allows our members, offices and
used with monitored members logos. We call this associates to visually communicate to their respective
dual branding. audiences that they are a proud part of the WFTO
network and community.
Summary
Regional offices
Members
Associates
47 | 78
Dual branding – Summary
Typographic hierarchy visually streamlines the of our brandmarks you can use. Then use the artwork
brandmarks our associates and members can use. provided in the following pages to apply these marks
Follow the simple summary below to work out which to your own marketing materials.
WFTO Masterbrand
WFTO Monitored WFTO Associate

Member Logomark Logomark
WFTO Logomark
WFTO Regional Logomarks
Used only by: Used only by:

WFTO Global Office Staff Used only by: WFTO Members, trading and Used only by:
and WFTO Board Members WFTO Regional Office Staff non-trading (networks) WFTO Associate Members
48 | 78
Dual branding – Regional
There are 5 logos for Latin America, Africa & Middle Each version uses the brand font Akizenz Grotesk and is
East, Asia, Europe and Pacific. differentiated from the Masterbrand by using AG in it’s
‘Super’ weight.
Usage
Regional logos use capitalized letters and our

brand font and weight: Akzidenz Grotesk 1.
Super for the REGION.
1. Colour version
Primary and preferred use is on
a solid full width white background.
2. Greyscale version 2.
For greyscale black and white printing, use
the greyscale version.
3. S
olid black version
Use the solid black version when the
method of reproduction makes it
impossible to use any colour other than 3.
solid black.
4. R
ounded-rectangle lockup version
At times when it is impossible to use
the primary use, please use a rounded
rectangle to house the logo as shown. 4.
Minimum size = 13mm height

49 | 78
Dual branding — Monitored Members Logomark
Only members who meet WFTO monitoring The monitored members’ logo is the most important
requirements are authorised to use WFTO dual branding. element, with WFTO’s symbol supporting it.
Usage
Members can create a greater connection The Monitored Member

between their brand, their membership and Logomark MUST be used
their credibility as a WFTO member by using alongside a members own
the Monitored Members Logomark. brand mark or brand name.
The Monitored Members Logomark uses the

typeface Akzidenz Grotesk Bold for
the world MEMBER.
Horizontal alignment example above: your own
Both WFTO and member brand marks logo or brand name first with the WFTO Monitored Isolation area
should be positioned in clear space.* The Members Logomark second and smaller. WFTO Logomark
members brand mark should be the largest
and dominate the visual space.
½ˣ
*The minimum spacing between our
symbol and any other mark is the isolation
area shown.
ˣ
Vertical alignment example left: your own logo

or brand name top, with the WFTO Monitored
Members Logomark underneath and smaller. Clear space = ½ of ˣ
50 | 78
Usage
1. Colour version
4.
ASSOCIATE ASSOCIATE
2. Greyscale version 1.
For greyscale black and white printing, use
3. S
olid black version
method of reproduction makes it Minimum size
impossible to use any colour other than
solid black.
2.
4. R
rectangle to house the logo as shown.
3. ASSOCIATE ASSOCIATE ASSOCIATE

51 | 78
Associate Logo
The Associate Logo may only be used by Associate Please refer to Section II of the WFTO Associate Logo
Organisations of WFTO and with written permission of Agreement on how the Associate Logo may be used. It
the WFTO Global Office. may never be used on products.
Usage
The associate logos uses capitalized

letters and our brand font and weight:
Akzidenz Grotesk Medium for the
word ASSOCIATE.
1. 4. ASSOCIATE ASSOCIATE
1. Colour version
2. Greyscale version
For greyscale black and white printing, use Minimum size
3. S
olid black version 2.
method of reproduction makes it
impossible to use any colour other than
solid black.
4. R
rectangle to house the logo as shown. 3.
ASSOCIATE ASSOCIATE ASSOCIATE
52 | 78
Glossary_
Aligned Desaturate Hero Image Masterbrand RGB

Refers to the positioning of text to align Makes colors more muted in order A major component within a design which Dominant brand that a firm embodies and Red, Green and Blue. The main purpose
with either the left or right-hand margin. to apply effects correctly. announces a key message, new feature projects over all its other brands. of the RGB colour model is for the
Artwork DPI or value proposition. representation and display of images
Minimum Size
A specially designed image ready for Is the abbreviation of Dots per inch. Isolation Area The smallest size a graphic element will be in electronic formats.
transfer onto printer’s printing film and This relates to the image resolution See clear space. legible at. Often dependent on or relative Sans serif
plates for reproduction. of a photograph. to the elements around it.
Kerning Typeface without serifs.
Asset Dual Branding A tightening up (or opening out) of the space Offset Serif
A tool that enhances our promotions and When we use the WFTO logo in association between pairs of letters. Method of mass-production printing in which Accretion at the end of the stems
helps to create a meaningful identity that with other, external monitored members’ the images on metal plates are transferred
Layer Mask of roman letter-forms.
builds emotional bonds with our audience. logos, this is called dual branding. Dual (offset) to rubber blankets or rollers and then
branding should add value to the WFTO A grayscale image in Photoshop, so areas to the print media Strapline
Baseline you paint in black are hidden, areas you paint
brand and capitalise on a members’ image. A short, easily remembered phrase used by an
The line on which letters sit, not visible in white are visible, and areas you paint On-screen organization so that people will recognize it.
in printing. Duotone in shades of gray appear in various levels Appearing on a digital screen.
Having or yielding two tones or colours. of transparency. Sub-brand
Bleed Open-source A product or service that is affiliated with
The zone outside the trim area. Full colour/4-colour print Leading Software for which the original source a parent brand, but has its own brand name.
Brand Identity Also known as full colour printing which uses The space from one baseline to the next. code is made freely available and may
the 4 basic printing colours; cyan, magenta, be redistributed and modified. Symbol
How WFTO wants to be perceived by Ligature
yellow and black. The abbreviation is CMYK. An abstract/pictorial representation.
its audiences and members. Two or more letters are joined together Pantone®
Font to form one glyph or character. A system of colour references, that Typeface
Brand Position & Purpose
Originally a font was a set of characters can be matched consistently and A set of fonts/styles of a related design.
What we want people to think about our
brand. It is not something we have to say, but of a given typeface, and of one particular size Lockup recognised globally. Typographic Hierarchy
it is something we have to be. This is the and style. Nowadays it is used to describe There are two definitions of ‘lockup’. The
Photoshop Action A system for organizing type that establishes
position or space, our organisation occupies a single weight or style of a typeface. traditional definition is: the final form of a logo,
Come in the .ATN file format and are a series an order of importance within the data,
in the minds of our audiences. Grey Scale with all it’s elements. For example, the final allowing the reader to easily find what they
of steps that have been recorded by their
Tonal value with varying intensity of black lockup version of the Nike logo has the are looking for and navigate the content.
Brand Mark creator. This sequence of steps can then
and white. swoosh and “Nike” text. But you often see the
An asset that provides visual or auditory be reapplied at any time, which allows you Uncoated
swoosh on it’s own, without the text. This
recognition for our offer. Grid System to recreate the end result quickly. Refers to uncoated paper and is generally
case is still an approved use by their brand,
A structure (usually two-dimensional) made but is not the full official logo. Point Size used for letterhead, envelopes and printed
Brand Strategy
up of a series of intersecting straight (vertical, The second definition is related to multiple Not the visible size of a character but its body material that is aiming for a more prestigious
What we stand for, a promise we make, and
horizontal, and angular) or curved guide lines logos called ‘logo lockup’. If you have a size as used in graphic reproduction. or elegant look.
the personality we convey.
used to structure content. product logo and a company logo that are
PPI Weight
Clear Space printed together, you may have a standard way
Gutter Pixels per inch (PPI) is a measurement of the Relative darkness of the characters of a
Negative space around a graphic element that of these logos appearing together. For
Used to refer to the space between pixel density (resolution) of an electronic typeface resulting from the relative thickness
must be kept clear of all other elements. example, the product logo may always be
columns of text in a page layout, also image device, such as a computer monitor or of the strokes, expressed as light, medium-
smaller and below the company logo. This bold, etc.
CMYK referred to as the alley. television display, or image digitizing device
format is referred to as a ‘logo lockup’.
Cyan, Magenta, Yellow and Black these such as a camera or image scanner.
Halftone Wordmark
are the colours used for full colour Logo
Technique used to reproduce an image Primary Use Refers to a specific design for the written
process printing. A graphic representation of a company name
by using dots of varying length with one The preferred artwork to be used in all name of an organisation, company or product,
indicating how the name is written or spoken. intended to aid recognition and provide what
Colour System or more colors. It simulates continuous tone communications.
The set of colours that are used across all but on a pixelated or halftone background. Margin is often described as a graphic identity.
of our printed and on-screen media. A buffer zone keeping the text and graphics
from ‘falling off the page.’
WFTO
TARGET AUDIENCE AUDIT
Brand Book 2017 Appendix A_
CONTACT
WFTO
WFTO AUDIENCE LEVELS
1 Network Members | Trading Members
2 Potential Members
3 Allies & Activists | Funders & Donors
4 Consumers | Policy Makers

AUDIENCE INFLUENCE PROCESS
4 Consumers
Policy Makers
3 Allies & Activists
Funders & Donors
1 Trading Members
Network Members
Our potential users have a lot of different needs so to strategise and prioritise our approach to brand
communications we split them up into segments and levels of priority from 1-4.
Level 1, our primary priority is our current trading and network members. This diagram explains to
those communicating on behalf of our brand that this audience is the influencer of our level 2 audience.
In order to reach new/potential members we must meet the needs of our current members in order to
inspire them to recommend our services. It is no secret that third party endorsements are a powerful
persuader. They are honest, tried, tested and trusted.
The diagram also reminds us that the wants, needs and actions of our audiences on the fringe of our
2
current priority, levels 3 and 4, influences the behaviour our members. For example consumer demand
and changes in policy will influence and determine funding strategies and product development for both Potential
trading and non-trading members. It is therefore important that in order to raise awareness of WFTO Members
our brand communications must inspire at all levels.
World Fair Trade Organisation | Brand Guidelines Appendix
56 | 78
Level 1 Trading Members_
Who Motivations
Producers, Producer groups, Co-ops, Trading members wish to see increased sales and market
Farmers, Artisans. credibility as a result of their WFTO membership.
Buyers,Wholesalers, Retailers, They are dedicated to running their business in line with
Importers, Exporters. the Fair Trade principles and keen to feel good about their
Marketing Organisations, B2B Providers. business, prove themselves and achieve recognition for
their activities.
For example Their desire to achieve great things is driven by a motiva-
GEPA, TradeAid (NZ), Sasha (India), tion and belief that they can use their skill set to make
PRESCRAFT, SHAPII, Mahaguthi, Asha a difference for the greater good.
Handicrafts, Shared Earth, Shared Interest.

Their concerns What do they want and how can How to attract them
Fluctuations in the market economy, as well WFTO help them? Be proud.
as cheap competition and a saturated market To feel that it is something bigger and Blow your own trumpet so members feel like
are an issue for trading members. They have connected, with a wide marketing reach. they are part of something to be proud of.
to be increasingly inventive and often niche To have a voice within this framework. Inspire them to feel hopeful about what has
in order to stand out. been achieved so far, what is new and what is
on the agenda for the future.
Look after them, show them they can
trust and be assured credibility by the
work of the WFTO.
57 | 78
Level 2 Network Members_
Who Motivations
Non-trading Fair Trade Non-trading Fair Trade members are motivated by
organisations, Social Enterprises, a desire to make a difference. To actively do something to
Fair Trade Committees and improve their own business and organisation goals whilst
Advocacy Organisations. at the same time improving the lives of people and of the
planet. They are keen to see growth for their organisation
For example as well as a sustained income so they can continue to focus
Fair Trade Hellas, on the aspects of their activities they are passionate about
Fair Trade Group Nepal, and which inspired them to support Fair Trade.
Equo Garantito, BAFTs, ARGE.
Their concern is that Fair Trade may WFTO help them? Be active.
not be the best solution for their goals. To use the brand to gain further recognition Supply resources with clear instruction. Join
for the credibility of their own campaigns. in and lead conversations with the audience
Real quotes The WFTO brand acts as a reference point to on social media.
“It would be helpful connect this audience with a brand and Be different. Present a brand they can
to have WFTO templates for our press message which is universally recognised. be proud of, something which excites
releases and shared resources we can use them and they want to share and show off
which are branded by the WFTO.” to others.
—Eirini, Fair Trade Hellas

58 | 78
Level 2 Potential Members_
Who Motivations
NGOs, Charities, Businesses, Trading and non-trading organisations who are ethically
Advocacy Organisations, B2B Service motivated and interested in knowing more about Fair
Providers, Marketing Organisations, Trade practice. Business wise they are keen to see
Buyers, Wholesalers, Retailers, sustained economic growth and find practices which
Importers, Exporters. enable them to adhere to ethical policy and meet
sustainability targets and goals.
For example They care about working practices that make a difference
Future Worlds Centre, Oxfam GB, in people lives and want to feel like they are doing a good
Fair Trade Original, Body Shop thing with their skills and time.
Foundation, Kuyichi.
Unclear on what Fair Trade actually means WFTO help them? Be different and original.
and stands for. Confused about why Fair A clear brand statement used repeatedly to Many of this audience have seen it all before,
Trade only applies to marginalised producers target the core message. A competitive they want to see something niche and unique.
and not all users requiring trade justice. They looking brand that stands out as forward Connect WFTO to their agenda. This
won’t engage with us and them. thinking and different to the ethical noise doesn’t mean changing direction; but
will enable these traders to cut through the communicating how Fair Trade is tied into
market and have an impact en masse. many other ethical practices and how the
Real quotes WFTO’s focus on marginalised producers has
“Is the WFTO Fair Trade model something a global impact by monitoring the supply
which is aimed solely at benefiting the chain collectively.
producers in the global south or is it about
trade justice.” —Inma, Oxfam GB

59 | 78
Level 3 Allies & Activists_
Who Motivations
Individuals, Campaigners, These audiences want to make a difference.
Charities, Church Groups, Schools, They are driven by a desire to help others and
Academics/Experts, Celebrities, to fight against injustice. They want to be part
Organic Associations, Ethical Fashion of something bigger whilst retaining their
Associations, Green/Eco Associations, Media sense of freedom.
organisations, Development and Coop.
organisations.
For example
Soil Association, GOTS,
Ethical Source, FLO.
Their concerns What do they want and how can Attract them
Unclear on what Fair Trade actually means WFTO help them? Be proud.
and stands for. Confused about why Fair Be open to collaboration and a collective Establish trust in the Fair Trade movement
Trade only applies to marginalised producers approach: strength in numbers, side by side, by being different to FLO and promoting the
and not all users requiring trade justice. They hand in hand. The brand needs to be ‘seen’ history and legacy of WFTO as a grass roots
won’t engage with us and them. on marketing and materials that this audience organisation. Make this audience feel like
engages with regularly in order for it to it’s ‘us’ against the negatives and injustices
become a recognised player in the trade in the world.
justice advocacy sectors.

60 | 78
Level 3 Funders & Donors_
Who Motivations
Funding Bodies, To meet targets and current agendas
Donors, Charities. in order to work towards bold ambitious
visions for the future.
For example
HIVOS, Misereor.
Their concerns Meeting their desires Attract them

Why should they support Fair Trade instead A professional, credible and trustworthy Be smart.
of other areas? looking brand which establishes and Position WFTO successfully alongside
Certain areas of Fair Trade may contradict evidences it’ success to date. competitors.
their mission, work or current agenda. A brand which clearly communicates its Be aware of any negativity surrounding
Possible restraints due to conflicts vision and how it is going to continue to competitors and stand out as different,
of interest with their current or intended achieve this to add value to the work of the with a sense of history/legacy.
areas of support. funder/donor.

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Level 4 Consumers
Who Motivations
Both ethically interested and Owning a quality product. Proving a good in themselves
skeptical consumers across the globe. that is: Help fight poverty by buying FT, fight for the
underdog and do a good thing. Want to do the right thing
For example and help others.
People, Mums, Dads, Grandparents,
Students, Professionals, Shoppers, Workers,
Makers, Doers.
Their concerns What do they want and how can Attract them
They are unsure if Fair Trade is the answer WFTO help them? Be yourself.
to improving the livelihood of marginalised Be different. A jaded mindset is hard to overcome and
communities. They have been jaded and feel Promote the system and story behind producer stories have flooded the market.
a sense of mistrust due to charities and other the brand, not just another label. Focus on making this audience part of the
ethical brands being badly exposed Make a big deal of it and shout loudly about team of Fair Trade warriors lead by WFTO
by mainstream media. Concerns that Fair the system and the fact that it was called for as an established leader. Use this consumer
Trade products are not good quality and by producers. But be aware of peer to peer influence to create activity within the other
therefore are overly priced. auditing being something consumers may see key audiences and be sure to resonate with
as easy to manipulate. the benefit to them as well as producers.
Real quotes
“I buy Fair Trade to keep my
girlfriend happy.”

62 | 78
Level 4 Policy Makers_
Who Motivations
International Government Protecting and stabilising domestic, national
Organisations/Bodies, Government and international policies.
decision makers, Intergovernmental
Organisations/Bodies.
For example
UN, WTO, UNICEF, UNCTAD, G7,
G20. (UN Women, UNICEF, EU, G7.)
Their concerns Meeting their desires Attract them

Is Fair Trade good for the economy? A simple straightforward brand message Be smart.
that makes it clear what WFTO does and Communicate on issues that are fundamental
stands for. to this audience’s job in order for them to be
convinced to engage, attend conferences
and promote WFTO as a credible
organisation to a wider audience.
Convince them that Fair Trade is good
for the economy with case studies and
measurable statistics.
WFTO
BRAND PERSONA
COMMUNICATION STRATEGIES
Brand Book 2017 Appendix B_
CONTACT
WFTO
64 | 78
About this presentation_
The following pages illustrate the results of your brand persona surveys. The anonymous
responses are detailed in full* for your future reference and can
be used to inform and inspire your ongoing communications strategy and internal brand
culture.
Your results have been formatted through a computer analysis system, which calculates
averages in order to align them with one of the 12 widely accepted brand archetypes. This
gives an initial assessment of a primary persona and tone of voice that should shine
through in your communications.
Whilst is important to remember that a brand should have a primary archetype in order to
ensure cohesive communications, the assessment must be taken further. Feeding in the
secondary and tertiary level of responses, we are able to create your own unique hybrid-
personality, ‘The Guardian’, which can be used to allow you to communicate with multiple
audiences. You may lean more to ‘the sage’ when communicating with academics and more
to ‘the caregiver’ when communicating with members. Underlying this all should be the
heart and soul of ‘the everyman’ in order to achieve unification.
*See documents 1.3.2-Survey-Report-Appendix-A.pdf and 1.3.2-Survey-Report-Appendix-B.pdf

65 | 78
How to use this presentation_
Quantitative analysis of your results generated your brand persona as ‘the everyman.’
Qualitative analysis of your results further showed ‘the sage’ and ‘ the caregiver’
as important secondary aspects of your brand persona.
Combining the three gives us a balanced and fair result in order to create your own
unique persona – The Guardian.
*The hero persona is seen in same sector brands such as FLO and therefore whilst we have
included some useful references to how that might be implemented for particular
audiences, it is important to note that approaching things differently / complimentary
to FLO will allow you to cut through the ethical noise and stand out in your sector.
The following pages illustrate each individual persona and how you can implement them
at a high-level communications strategy.
Interactive links to further reading and visual inspirations are underlined.

66 | 78
The 12 archetypes system_
Creator Innocent
Ruler Innovation Safety Sage
Control Understanding
Caregiver Service Provide structure Yearn for Freedom Explorer

to the world. paradise.
Connect with Leave a mark

Everyman Belonging others. on the world. Liberation Outlaw
Enjoyment Transformation
Intimacy Mastery
Jester Magician
Lover Hero
Archetypes provide the link between motivation and action.

The Guardian
An inspiring leader.
A community that can!
68 | 78
Communicating credibility_
Combining key elements of the everyman, the sage and the caregiver, the WTFO provides a
unified, sincere, wise and empathetic voice through which the Fair Trade sector can be
heard – the guardian.
As a guardian of Fair Trade principles, the WFTO shares its unique, expert and clear
understanding of the world in a way that educates audiences and helps the Fair Trade sector
to grow sustainably. Through learning and compassion, the WFTO brand leads and creates
an empowered community.
Intelligent and authoritative, the guardian is informative, confident and decisive but is
never patronizing. WFTO presents itself in a respectable, down-to-earth and approachable
way appropriate to its audience segments.
The guardian persona allows those who come into contact with the brand to feel
empowered to make their own mind up and/or motivated to seek further knowledge.
Determined to make an impact and transform trade for the better, the WFTO voice is
committed to sharing key messages with its audience in an inventive way to establish trust
long-term.
69 | 78
WFTO The Guardian_
Desire Strategy Gift

Help others achieve safety Solid values. Seek information Intelligence
and stability and share helpful resources. and empathy.
Brand voice Makes the audience feel Live your brand

Honest, practical, factual, authoritative, Understood, included, ‘in the know’, Be different, be proud, be passionate!
intelligent, researched, considerate, secure, safe, trusting. Connect with your audience and avoid
thoughtful, kind. dumbing-down or patronizing approaches.

The Everyman
At the heart of it.
Regular guys and gals doing a good thing!
71 | 78

Connection with others; your Everyman organisations take Solid virtuous values.
goal is to create an inclusive pride in their down-to-earth Realism, empathy
community, and be a good friend ethos. Their image is honest and lack of pretense.
to your audience. dependable. The worst thing to
happen to an everyman organisa-
tion would be for them to appear
greedy or elitist.

Friendly, humble, honest, practical. Understood, included, if s/he can Create real connections and friendships
I can too, warm, trusting. with your audience.

Inspirations: This girl can Levis 501 IKEA
The Sage
Academics & Allies
No-one knows it better than you do!
73 | 78
Sage brands promise learning and wisdom_

Most fulfilled by finding the Your goal is to understand the Wisdom and
answers to great questions. world around you and teach intelligence.
Intelligent, knowledgeable and others what you know.
reflective, they demonstrate the Seek information, self-reflect,
value of thinking things through research and understand the
and motivate others to seek the thinking process.
truth.

Factual, decisive, authoritative, Educated and ‘in the know’, Analyze patterns, test assumptions,
intelligent, researched. ‘I understand’, engrossed. share your process.
Avoid dumbing-down or patronizing.
Inspirations: NG live curious Intel Oprah

The Caregiver
To your members.
Make them feel special and loved!
75 | 78
Caregiver brands promise recognition_

Help others. Caregiver brands nurture and Compassion and
Protect. offer protection, safety, help and generosity.
support to their customers. They
are compassionate, generous and
strong.
They focus their attention on
others by doing and offering.

Considerate, thoughtful, kind. Taken care of, safe, ‘I’m not alone Protect others from harm, share what
in this’, secure, thankful. you are passionate about.
Inspirations: Unicef Salvation Army Dove

*The Hero
Your members to external audiences.
There’s a hero in everyone.
77 | 78
Hero brands promise triumph_

Hero customers value quality and Exerting mastery at courageous Competence
efficiency in their products. They acts; Hero brands aim to improve and courage.
like to think their consumer the world. Based on the values of
choices will put them ahead of the guardian, the hero brand
everyone else, and aren’t easily seeks to distribute these key
swayed. messages in a way that affects
real change.

Motivational, self-confident, Inspired, strong, empowered, Take action, overcome challenges,
self-disciplined, direct. determined, motivated. be decisive. Inspire others by showing the
challenges you have overcome.

Inspirations: March of the Dimes Salvation Army Nike

DON’T PUT ME IN A DRAWER!
We’ve all seen it. Someone hands you a business card with a great logo, but when
you go to check out their website (or other marketing channels) they don’t match
the look or quality. You’re confused – is this the same organisation? By using this
brand book to guide and influence the look and feel of our visual communication,
we make sure our communication tools have the same overall look and feel. Not
only does this reinforce our credibility with our audiences, it also helps us to
stand out from the crowd of ethical noise.
It is not something to be put in a drawer and never seen again. It should be

consulted every time a communication is written or designed. The very format of
it itself, acts as a structure all future documents can follow. Contained within the
pages are rules that should be flexible enough for users of the brand to be creative,
but rigid enough to keep the brand easily recognisable and stylistically consistent.
Occasionally situations will call for rules to be bent – but never broken.
Contact
WFTO
World Fair Trade Organization, Communications Coordinator
Godfried Bomansstraat 8–3, E: brand@wfto.com
4103 WR Culemborg, The Netherlands P: +31 (0)345 536487

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WFTO Brand Book_

Brand Guidelines 2017

Address Phone | Online

Usage of our brand book

SECTION 1 | Brand strategy 4

SECTION 2 | Brand language 9

SECTION 5 | Colour systems 30

SECTION 6 | Grid systems 32

SECTION 8 | Branded stationery 43

SECTION 9 | Dual branding 46

GLOSSARY | Technical terms contained within 52

APPENDIX A | Target Audience Audit 53

SUMMARY | Usage and contact details 78

How it all began

To unite all actors and create a unified voice,

Our purpose and position_

Purpose – our reason for being

WFTO connects and provides spaces for businesses

Position – our niche

WFTO and its members work towards transforming

10 Fair Trade Principles:

Our promise and how we communicate it

As a guardian of Fair Trade principles, WFTO shares its

Based on the guardian persona, this approach allows

Determined to make an impact and transform trade for

When we communicate on behalf

Intelligent and authoritative; our tone is informative,

WFTO presents itself in a respectable, down-to-earth

How we express ourselves must strengthen the emotional

Inspire and create

Informing and inspiring

WFTO promises authentic

Use fair trade capitalization correctly Overpromise

WFTO’s Masterbrand comprises two brandmarks: the

The logomark is a crafted symbol evoking messages

The wordmark has been carefully chosen for its modern,

Internal and member usage Masterbrand elements

WFTO’s logo is designed for the sole use of the 1) Wordmark

Only the WFTO global office can authorise third-party

Internally produced communications Authorised external use

MINIMUM LOGO SIZES

brand@wfto.com for approval.

Isolation area and computation_

Isolation area Isolation area Computation

Here are examples of things

02 Don’t alter the colours.

04 Don’t rotate elements.

06 Don’t outline or redraw.

These instructions apply to all

Brand usage reminders_

AKZIDENZ GROTESK Designed by_

ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold When to use

ABCDEFGHIJKLMNOPQRSTUVWXYZ Medium When to use

ABCDEFGHIJKLMNOPQRSTUVWXYZ Regular When to use

ABCDEFGHIJKLMNOPQRSTUVWXYZ Light When to use

When to use Semibold

When to use Roman/Regular

Download Crimson for commercial use here https://fontlibrary.org/en/font/crimson

Context Caption Short subtexts or footnotes

Typographic hierarchy is a form of visual hierarchy

Typographic hierarchy creates contrast between Headlines This is headline text.

From any pt size as a starting point (relevant to its

Use best design practice, optical and typographic