IdentityManual2012

This document is the reference of visibility and identity protocol of Government of Bangladesh supported and UK aid funded EEP/Shiree project across the portfolio.

ContentsCHAPTER 1About the manual 1Basics (English) 2g~j K_v 3Portraying the identity 4

CHAPTER 2Guidelines on brand use 6Incorrect logos 7Typography 8E-mail signature 9Stationary 10

CHAPTER 3Partners' application of Shiree identity 12Press policy 14

1

About the manual

The Shiree identity manual is an effort on the part of the Management Agency to stand out from other fund management agencies. In our mission to help the extreme poor, we bring our own individual values, personalities and ideas and look for synergies and opportunities with the corporate values of our institutional partners. This complements our respect for the ownership, identity and values of the NGOs who are delivering projects funded by shiree.

Chapter 1 of this manual discusses Shiree's corporate identity i.e. the vision, mission and values of the Management Agency. It also tries to construe common descriptions of some identity elements so that we are all of a common understanding when referring to shiree, its consortium partners and the challenge funds we are entrusted to manage. Chapter 2 of this manual provides guidelines on shiree brand use for print, online and visual media communication. Chapter 3 enumerates some guidelines for shiree partners about identity issues.

The shiree communications and media unit is responsible for ensuring that the identity standards set out in this manual are followed by all parties e.g. Shiree staff, consortium partners, grantee NGOs, design houses or communication agencies commissioned with Shiree work.

CHAPTER 1

shiree IDENTITY MANUAL

2

Basics

VisionA Bangladesh without poverty, hunger and inequality.

MissionStimulating household improvements resulting in economic empowerment of the poorest.

Programme aimThe Economic Empowerment of the Poorest Programme(EEP)/Shiree (Stimulating Household Improvements Resulting in Economic Empowerment) aims to support the Government of Bangladesh (GoB) in achieving the Millennium Development Goal (MDG) 1 of eradicating extreme poverty and hunger by 2015.

Shiree’s specific outputs are:Output 1 – Scale Fund: Proven approaches to improving the livelihoods of the extreme poor taken to scale.Output 2 – Innovation Fund: Innovative approaches to improve the livelihoods of the extreme poor tested, evaluated and successes ready for scaling upOutput 3 – Research and Lesson Learning: Increasing consistency in the understanding, sharing and application of approaches to addressing extreme poverty.Output 4 – Advocacy: Policy and practice at local and national levels shows increasing recognition of the needs of the extreme poor.

Guiding principles:1. Excellence in programme planning and operational management2. A partnership relationship with implementing NGOs3. A demand driven approach – implying continuous engagement with beneficiary

households4. Sustaining the focus on extreme poverty – not allowing programme drift5. Delivery of programme benefits to the poorest and most vulnerable areas of

Bangladesh6. Continued focus on “Value for Money and Impact for Money”7. Integration of research and advocacy activities within the broad programme

framework – drawing on implementation experience to ensure relevant research and advocacy outputs

8. Fostering learning, creativity and innovation9. Zero-tolerance towards corruption based on principles of transparency, equity,

competition and accountability10. Teamwork and a commitment to personal development

shiree IDENTITY MANUAL

jÿ¨`vwi`ª¨, ÿzav Ges ‰elg¨ gy³ evsjv‡`k

D‡Ïk¨A_©‰bwZK ÿgZvq‡Yi gva¨‡g AwZ`wi`ª‡`i cwieviwfwËK Dbœqb Z¡ivwš^Z Kiv

cÖK‡íi D‡Ïk¨2015 mv‡ji g‡a¨ `vwi`ª¨ Ges ÿzav wbim‡bi mnmªvã Dbœqb jÿ¨gvÎv AR©‡b B‡KvbwgK GgcvIqvi‡g›U Ae w` cyI‡i÷ (BBwc)/wmuwo* cÖKí, evsjv‡`k miKvi‡K mnvqZv cÖ`vb K‡i hv‡”Q|

*wmuwo (w÷gy‡jwUs nvDR‡nvì BgcÖæf‡g›Um& ‡iRvwës Bb B‡KvbwgK GgcvIqvi‡g›U)

wmuwoi mywbw`©ó AvDUcyUmg~n

AvDUcyU 1 - †¯‹j dvÛ: AwZ`wi`ª‡`i RxweKv m„wó I Dbœq‡b cixwÿZ cš’vmg~n ev¯Íevq‡b A_©vqb Kiv

AvDUcyU 2 - B‡bv‡fkb dvÛ: AwZ`wi`ª‡`i RxweKv Dbœq‡b bZzb ai‡bi cš’vmg~n cixÿv Kiv, g~j¨vqb Kiv Ges mdjZv ch©v‡jvPbv K‡i Zv m¤úªmvi‡Y A_©vqb Kiv

AvDUcyU 3 - M‡elYv I wkLY: AwZ`vwi`ª¨ `~ixKi‡Y wewfbœ ai‡bi cš’v ev¯Íevq‡bi gva¨‡g m„ó Ávb Ges wkLY wKfv‡e AviI cÖvmw½Kfv‡e e¨envi K‡i `vwi`ª¨ `~ixKiY Z¡ivwš^Z Kiv hvq †m wel‡q gZ wewbgq Kiv

AvDUcyU 4- GW‡fv‡Kwm: ¯’vbxq Ges RvZxq ch©v‡q wewfbœ bxwZgvjv MÖnY Ges Kvh©µg ev¯Íevq‡b AwZ`wi`ª‡`i Pvwn`vmg~n‡K Av‡iv †ekx K‡i ¸iæZ¡ cÖ`vb I ¯^xK…wZ †`Iqv

w`Kwb‡`©kbvg~jK bxwZgvjv1. cÖK‡íi cwiKíbv Ges Gi ev¯Íevqb e¨e¯’vcbvq DrKl©Zv eRvq ivLv2. cÖKí ev¯ÍevqbKvix GbwRI-‡`i mv‡_ Askx`vwiZ¡g~jK m¤úK© eRvq ivLv3. AwaKviwfwËK cš’v - DcKvi‡fvMx cwievimg~n‡K ivwóªq †mevg~jK ms¯’vi mv‡_ wbišÍi m¤ú„³ Kiv 4. AwZ`vwi`ª¨ wbim‡b †UKmB bRi`vix-‡Kvb iKg wePy¨wZ QvovB Pvwj‡q hvIqv 5. cÖK‡íi ‡mevmg~n evsjv‡`‡ki me ‡_‡K SzuwKc~Y© A‡j emevmiZ AwZ`wi`ª gvby‡li Kv‡Q †cuŠ‡Q †`qv6. ÒA‡_©i h_vh_ e¨envi Ges A_© e¨env‡ii gva¨‡g m„ó djvdj/AwfNvZÓ- G `y‡Uvi Dci g‡bv‡hvM eRvq ivLv7. cÖK‡íi mvwe©K KvVv‡gvi mv‡_ M‡elYv Ges GW‡fv‡Kmx Kg©KvÛ‡K A½xf~Z Kiv Ges ev¯Íevq‡bi AwfÁZvmg~n M‡elYv I GW‡fv‡Kmx Kg©Kv‡Ûi gva¨‡g we¯Í…Z Kiv8. wkLb, m„RbkxjZv Ges D™¢veb-Gi wbišÍi c„ó‡cvlKZv cÖ`vb Kiv9. ¯^”QZv, b¨vqcivqYZv, cÖwZ‡hvwMZv Ges Revew`wnZvi wfwˇZ ‡Kvb iKg `ybx©wZ cÖkÖq bv †`qv10. wU‡g KvR Kivq wek¦vmx Ges e¨w³MZ Dbœq‡bi cÖwZ cÖwZkÖæwZkxj _vKv

3shiree IDENTITY MANUAL

g~j K_v

4 shiree IDENTITY MANUAL

About the nameThe name Shiree is an important part of the identity. In the DFID project memorandum and DPP of the Government of Bangladesh, it is referred to as the Economic Empowerment of the Poorest (EEP) Challenge Fund. The name Shiree was chosen to forge EEP's national identity amongst its partners while creating a visual brand for what it stands for. Shiree in Bangla means steps or a ladder as the Challenge Fund is about to lifting households out of extreme poverty incrementally or in steps. The breakdown of the acronym is: Stimulating Household Improvements Resulting in Economic Empowerment. This has also been chosen to represent the mission.

Description about ShireeShiree is an approach of the Economic Empowerment of the Poorest Challenge Fund supported by the UKaid from the British People in partnership with the Government of Bangladesh. It is introduced to contribute significantly to the eradication of extreme poverty in Bangladesh.

For signboards, billboards, posters and other communication materials we can use this identity as a descriptor in short: Shiree is a programme supported by the UKaid in partnership with the Government of Bangladesh that aims to contribute to the eradication of extreme poverty.

Crediting GoB and UKaidAll lesson learning products and advocacy materials produced from Shiree should provide proper credit to the contribution of UK aid and the logo of Government of Bangladesh featuring their logos in accordance with their identity standards.

Please see the Standards for use of the UK aid logo on http://www.dfid.gov.uk/Work-with-us/corporatecommunications/

Consortium partnersShiree is represented by a consortium of five agencies led and managed by Harewelle International Ltd. and supported by PMTC Bangladesh Ltd., The British Council, Unnayan Shamannay and the Centre for Development Studies: University of Bath.

Consortium partner logos can be included in documents where appropriate and necessary - e.g. in the cover page or cover inner in recognition of assiciation with the document produced.

LanguageShiree uses British English in its documents, e-mail correspondence and online media.

Portraying the identity

5shiree IDENTITY MANUAL

CHAPTER 2

The logoThe shiree logo is a stylised visual manifestation of its commitment for enabling the extreme poor to lift themselves out of poverty. While in Bangla, it means the steps or ladder, in English it also represents an acronym that spells out the core approach - Stimulating Household Improvements Resulting in Economic Empowerment.

When it represents the name of the organisation alone, shiree should be used as the typo in ‘Bauhaus 93’ font (Regular) all in small cap, but as in-line text, it should be used as an acronym and should be written as ‘Shiree’.

Corporate coloursAll shiree communications should rely on two main colors chosen for their appearance and universal availability.

Types of logoInstead of using the various forms used earlier, Shiree will now be represented only by its universal form of logo (with no other accompanying text with it) in two colours to avoid any confusion. The samples are as follows.

Guidelines on brand use

PANTONE DS 325-2 UPANTONE DS 203-2 C

R 26, G 117, B 188 R 0, G 0, B 0

6 shiree IDENTITY MANUAL

Use the logo correctly

Scaling - Always scale the logo proportionally (i.e. equally along the horizontal and vertical axis).

Clear space - To create stronger visual impact, keep the area around the Shiree logo completely open and free of text graphics, type, photographs, illustrations or other visual elements. A minimum clear space must be maintained as a staging area surrounding the signature.

Incorrect usage1. Do not print the logo in multiple colors.2. Do not alter or distort the artwork.3. Do not add other graphic elements.4. Do not add words or modifiers.5. Do not use the logo over text, illustrations or photographs.6. Do not use the reverse signature on a background with insufficient contrast.7. Do not use the inclined orientation8. Do not set the Shiree logotype in type.9. Do not alter the spacing of the signature.10. Do not fill the logo with patterns or gradiations.11. Do not outline the logomark or logotype.12. Do not reproduce in any colors other than the approved colors.13. Logo should not be compressed or represented inproportionatesply.

Some example of incorrect usage are mentioned in the following page.

7shiree IDENTITY MANUAL

Incorrect logos

1 2 4

5 86

1110 12

3

7

13

8 shiree IDENTITY MANUAL

Bauhaus 93When it represents the name of the organisation alone, shiree should be used as the typo in ‘Bauhaus 93’ font (Regular) all in small cap

Book AntiquaAs in-line text in documents, ‘Shiree’ should be written in Book Antiqua font family (usually font size 11). As an acronym it should be written as ‘Shiree’, not in small caps like previously.

ArialArial font family should be used for e-mail correspondence in font size 12 (for the convenience of readers). For the Shiree website, Arial font family (size 10) can be used.

SutonnyMJ/SutonnyBanglaOMJFor evsjv in documents, use SutonnyMJ (True Type Font Family) or SutonnyBanglaOMJ (Unicode Bangla Font Family) in font size 12.

Typography

Bauhaus 93Book Antiqua font familyArial font familySutonnyMJ (evsjv)SutonnyBanglaOMJ (BDwb‡KvW evsjv)

9shiree IDENTITY MANUAL

E-mail singature

Sincerely –

NameDesignation

shiree(Stimulating Household Improvements Resulting in Economic Empowerment)House 5, Road 10, Baridhara, Dhaka 1212, BangladeshTel: 88 02 8822758; 88 02 9892425 Ext ***Mobile: +88 01* ********Web: www.shiree.org____________________________________

Economic Empowerment of the Poorest (EEP) in Bangladesh (more familiar by its approach Shiree – the Bangla word for steps and an acronym for "Stimulating Household Improvements Resulting in Economic Empowerment") is a partnership programme between the UK aid from the British People and the Government of Bangladesh with the objective of raising one million Bangladeshis from extreme poverty.

10 shiree IDENTITY MANUAL

Business cardThis business card design is for the Management Agency staff only. Staff of the Shiree partner organisations are not expected to use Shiree logo in their business cards and ID cards.

Letterhead, Press release and PowerPoint templateLetterhead, format of press release (by Shiree and in association with its partner organisations) and PowerPoint templates are available in the Shiree website.

EnvelopDesigns of envelops are as in the following page.

Stationery

Front Side Back Side

NameDesignation

017 00 000 000id@shiree.org

id@mail.com

Supported by UK aidfrom the British Peopleand the Government of

People’s Republic of Bangladesh

House 5, Road 10, BaridharaDhaka 1212, Bangladesh

Tel: 88 02 8822758, 88 02 9892425

www.shiree.org

11shiree IDENTITY MANUAL

Letter Size

A4 SizeStimulating Household Improvements Resulting in Economic Empowerment

Stim

ulat

ing

Hou

seho

ld Im

prov

emen

ts R

esul

ting

in E

cono

mic

Em

pow

erm

ent

shiree

House 5, Road 10, Baridhara, Dhaka 1212, Bangladesh

Tel: 88 02 8822758, 88 02 9892425

E-mail: info@shiree.org | Web: www.shiree.org

shiree

House 5, Road 10, Baridhara, Dhaka 1212, Bangladesh

Tel: 88 02 8822758, 88 02 9892425

E-mail: info@shiree.org | Web: www.shiree.org

12 shiree IDENTITY MANUAL

CHAPTER 3

Co-branding with partner NGOsThis section is developed with the understanding that projects funded by Shiree are owned and developed by the grant recipient. Therefore, NGO grant recipient projects should not be overshadowed by Shiree or its branding. Following are a few clarifications for partners in terms of brand application:

I. Shiree identity is only necessary on main communications and signboards. It is not appropriate in general communication materials with beneficiaries or internal or limited circulation documents.

II. On Shiree contracted projects the NGO and project identity should take precedence over the Shiree identity (name and logo). This includes external communications including field signboards and posters. This manual includes some suggestived illustrations to show the proper balance between Shiree and NGO identities when designing a signboard or a poster (as stated in the following page).

III. The project name EEP and acknowledgement to GoB partnership must be included as a descriptor underneath sign board (as stated above). The Following is a suggestion which should be recorded on signboard in Bangla: 2015 mv‡ji g‡a¨ `vwi`ª¨ Ges ÿzav wbim‡bi mnmªvã Dbœqb

jÿ¨gvÎv AR©‡b B‡KvbwgK GgcvIqvi‡g›U Ae w` cyI‡i÷ (BBwc)/wmuwo cÖKí, evsjv‡`k miKvi‡K mnvqZv cÖ`vb K‡i hv‡”Q|

Shiree is an approach developed to implement the Economic Empowerment of the Poorest Challenge Fund supported by the UK Department for International Development in partnership with the Government of Bangladesh.

IV. NGOs should preferably provide acknowledgement/credit to shiree in lesson learning or process documents produced using shiree funding. On jointly produced communication products identity standards will be negotiated between both parties.

V. The DFID logo should not be used in any communication material without special permission from Shiree; whereas UKaid logo should be used followed by the logo of the Government of Bangladesh. ‘Standards for use of the UK aid logo’ can found in DFID website (http://www.dfid.gov.uk/Work-with-us/corporatecommunications/).

Partners' application of Shiree identity

13shiree IDENTITY MANUAL

VI. NGO publications/lesson learning documents produced under Shiree funding are expected to give credit to Shiree (including the logo) but the content does not require regularly an approval from Shiree. In such cases, NGOs are required to use the following disclaimer:"This document has been produced with assistance from the EEP/Shiree programme, supported by the UKaid from the Department for International Development (DFID). The content of this publication is the sole responsibility of <Recipient name> and can in no way be taken to reflect the views of Shiree or DFID".

VII. NGOs need not produce new stationary with Shiree identity but use those of their parent organisation'.

VIII. The partner NGOs should not use Shiree or DFID logos in their business cards and ID cards.

IX. Events hosted in partnership with Shiree should include Shiree logo alongside the host NGO as follows.

PartnerNGO logo

Sub-partnerNGO logo

STYLE 1

STYLE 2

ORGANISED BY:

SUPPORTED BY:

PartnerNGO logo

Sub-partnerNGO logo

14 shiree IDENTITY MANUAL

Press policy

Generally, the Advocacy and Communications Unit is the first point of contact for any kind of external Communiqué including correspondence with the press. Moreover, prior to each external event, the Communications Unit in consultation with the CEO will prepare specific talking points or FAQs (frequently asked questions) for the entire team in order to determine uniformity across the portfolio. Following are a few guidelines to consider when dealing with the press:

1. All events covered by the print and other media should have press releases both in Bangla and English providing objectives and descriptions of the event. The press releases should be handed out to journalists and media personnel who cover the event to facilitate their write ups. The press releases should be simple and precise, carrying all the factual information of the event along with a brief description of the event. A brief Shiree profile should supplement all press releases [available in Shiree website].

2. All staff members who are interacting with the press during events should be thoroughly debriefed about the information that is to be disseminated and shared with media and journalists. This provides both uniformity and facilitates access to information to the media personnel present who may like to talk to particular members about the events. Otherwise, media people should be referred to Advocacy and Communications Unit.

3. Designated Shiree personnel should also follow up with media who covered the event to ensure that the events are covered. S/he should establish rapport between journalists for future reference.

15shiree IDENTITY MANUAL

Use of Shiree identity for articles in media1. It is mandatory for those who would like to mention the Shiree identity to use the following disclaimer:The writer works as <Designation at Shiree> in Shiree. The views expressed in the article are those of the writer and in no way reflect the views of the organisation, UKaid/DFID or their employer in any way whatsoever. Shiree accepts no responsibility for the views or information expressed in this article and accepts no liability for its contents.

2. Any article on poverty or any other core Shiree activity produced by Shiree staff has to be shared with the Advocacy Communications Unit for scrutiny before it is confirmed for publication. The purpose is to check that the disclaimer is worded correctly and the article does not contain information or content which is confidential, exclusive or in contradiction to Shiree and is suitable for general circulation.

3. Shiree reserves editorial rights on all texts on matters related to its core activities prepared by any and all of its staff, whether directly employed or engaged as consultants, irrespective of whether these have been produced during the staff's personal time.

4. The editorial control does not apply in the case of non-poverty related articles or on matters that are not within the core activities of Shiree's work or the NGOs or beneficiaries they aim to work with.

5. The writer can choose not to disclose their Shiree identity e.g. the writer is a social scientist/a researcher, in which case no editorial control or content check is required.

6. All documents to be cleared via CEO before upload to website (excludes social networking contents).

shireeHouse 5, Road 10, BaridharaDhaka 1212, BangladeshPhone: 88 02 8822758, 88 02 9892425E-mail: info@shiree.org

www.shiree.org