--- title: "350's Brand Toolkit" date: 2022-05-05T14:35:39Z modified: 2024-10-04T09:34:13Z permalink: "https://350.org/brand-toolkit/" type: super_pages status: publish excerpt: "" wpid: 171717 author: Matthew Anderson --- # 350’s Brand Toolkit Resources for Creators ##### **This page is your one-stop shop for brand guidelines and resources available for creators, local groups, partners and activists to produce their own content aligned with our brand and standards.** 350’s brand is founded on bold and crisp visuals. Vibrant and authentic “people power” visuals are central to disseminate our message, and raise awareness of the issues with which we are involved – people power taking on the fossil fuel industry. 350 visuals should reflect our identity and our core value of climate justice. When using the resources, aim for clear, compelling visuals, which embody elements of both our identity and our campaign work. ## Logo **When placing the logo, it’s usually good to make it small and always ensure to use the proper color version that contrasts with the background.** As legibility is the key, a clear-space must be maintained on all sides of our logo, in this way we make sure we have enough air around that makes us visible between others. The minimum exclusion zone margin for the logo and logotype is based on the width of the number “0” from our logo. On all sides, the exclusion zone should be measured from the farthest edge of the logo. No other element that is not from our brand may encroach on this space. #### Main Versions [![350 logo, main version](/wp-content/uploads/2017/05/350-logo-v3.png) ](/wp-content/uploads/2017/05/350-logo-v3.svg) **White text / Blue background** _Download:_ [PNG](/wp-content/uploads/2017/05/350-logo-v3.png) [SVG](/wp-content/uploads/2017/05/350-logo-v3.svg) [![350 logo, main version](/wp-content/uploads/2017/05/350-logo-v3-white.svg) ](/wp-content/uploads/2017/05/350-logo-v3-white.png) **White text / Transparent background** _Download:_ [PNG](/wp-content/uploads/2017/05/350-logo-v3-white.png) [SVG](/wp-content/uploads/2017/05/350-logo-v3-white.svg) #### Alternate Versions _Use the alternate logos only when the primary logos won’t work for what you’re making._ [![350 logo, grayscale version](/wp-content/uploads/2017/05/350-logo-v3-black.png) ](/wp-content/uploads/2017/05/350-logo-v3-black.png) **Grayscale text / transparent background:** _Download:_ [PNG](/wp-content/uploads/2017/05/350-logo-v3-black.png) [SVG](/wp-content/uploads/2017/05/350-logo-v3-black.svg) ##### Versions with .org [![350 logo, main version](/wp-content/uploads/2017/05/350-logo-v3-white-org.svg) ](/wp-content/uploads/2017/05/01/350-logo-v3-white-org.png) **(with .org) White text / transparent background:** _Download:_ [PNG](/wp-content/uploads/2017/05/350-logo-v3-white-org.png) [SVG](/wp-content/uploads/2017/05/350-logo-v3-white-org.svg) [![350 logo, main version](/wp-content/uploads/2017/05/350-logo-v3-black-org.svg) ](/wp-content/uploads/2017/05/350-logo-v3-black-org.svg) **(with .org) Black text / Transparent background:** _Download:_ [PNG](/wp-content/uploads/2017/05/350-logo-v3-black-org.png) [SVG](/wp-content/uploads/2017/05/350-logo-v3-black-org.svg) ### Text **Big, bold and simple are the key elements to 350’s typography.** 350’s written voice is clear and plain-spoken, and our typography reinforces that. When you’re styling text, make it simple and straightforward — don’t overthink it! _All typefaces used by 350 are free for non-commercial use._ ### Latin-alphabet Languages ##### Titles and Headlines Klima Heavy [Download](https://wehtt.am/_/fonts/klima/klima.zip) ##### Subheadings, Buttons and Accents Graph Condensed [Download](https://wehtt.am/_/fonts/graph-ff/graph-ff-condensed.zip) ##### Body Text **For Print/Image Use:** Klima **For Web/HTML Use:** Arial/San Francisco (Default web-safe sans-serifs) [Download](https://wehtt.am/_/fonts/klima/klima.zip) ##### Accent/Meta Text Overpass Mono / Menlo [Download](https://www.fontsquirrel.com/fonts/overpass-mono) ### Arabic ##### Titles/Headlines Noto Kufi Arabic [Download](https://www.google.com/get/noto/#kufi-arab) ##### Text Noto Kufi Naskh [Download](https://www.google.com/get/noto/#naskh-arab) ## Colors **Blue is 350’s main color** — whatever you’re making, it should probably have blue in it and our neutral tones (light gray and dark gray). **Orange, teal and red are our secondary colors,** they complement the primary colors, and could be used when the primary colors are not enough. In order to consider the accessibility of all our material, it’s important to use only one bright color (blue or secondary colors) in our material, alongside our neutral tones. That will ensure all 350 resources are always visible and readable. #### Color Codes **Blue** Hex: \#0F81E8 RGB: 15,130,232 CMYK: 78,47,0,0 **White** Hex: \#FFFFFF RGB: 255,255,255 CMYK: 0,0,0,0 **Light Gray** Hex: \#E6F0FA RGB: 230,240,250 CMYK: 84,65,60,65 **Dark Gray** Hex: \#17292E RGB: 23,41,46 CMYK: 84,65,60,65 **Orange** Hex: \#FFA902 RGB: 255,170,2 CMYK: 0,40,100,0 **Teal** Hex: \#40D7D4 RGB: 64,215,212 CMYK: 60,0,25,0 **Red** Hex: \#FF6112 RGB: 255,97,18 CMYK: 0,76,100,0 ### Videos **Videos are a great tool for telling a story in a different and more accessible way.** If you’re looking for more video content about actions, mobilizations and campaigns, please visit our [YouTube channel](https://www.youtube.com/channel/UC2Qoew0Eikf_xoXRC_qCvwA). B-roll footage from 350.org projects is available to aligned filmmakers and news organizations covering the climate movement or promoting climate action, with clear attribution and/or thanks to 350.org. Create an account with the [350 Media Library](https://350org.widencollective.com/) for access. 350 has also been involved in the production of several long-form films that document the work of the climate movement. You can check those at our [350.Trainings website](https://trainings.350.org/), under “Multimedia”. _This is the video explaining our Theory of Change._ ## Photos **Photos are a powerful way to showcase the power and diversity of our movement.** Good photos are crucial to 350’s visuals, and they should be aligned with our core values: **People** People are the heart of the climate movement — photos should focus on the people impacted by the climate crisis and working to create a better future. Avoid photos of polar bears, icebergs or other images that obscure the real people behind the climate crisis. **Diversity** The climate movement crosses cultural, geographic, racial, age, gender, religious and political boundaries. Photos should reflect how massive and diverse the movement is. **Energy + Momentum** People moving, shouting, singing, smiling — 350 photos should help people feel like they’re part of a big, powerful, ambitious movement. Good: Crowd shots that fill the frame, and images of people in the middle of taking action. ![15129353589_e5d7d8d506_k](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7) ![kiitg-cliffs-of-moher-eamon-ryan-web](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7) ![Ffos-y-Fran, Wales](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7) ![Dumaguete, Philippines](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7) ![Oloibiri, Nigeria.](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7) ![anacortes-washington-usa](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7) _Photos, from top left: New York City, USA (Christine Irvine). Cliffs of Moher, Ireland (Eamon Ryan). Ende Gelande, Germany (Moritz Richter). Dumaguete, Philippines (Therese Quijano). Oloibiri, Nigeria (Babawale Obayanju). Anacortes, Washington, USA (unknown)._ **IMPORTANT:** make sure to credit the photographer, and don’t use photos without permission. Looking for photos from 350 actions? Want to find images to use in climate education materials or for event recruitment? Create an account with the [350 Media Library](https://350org.widencollective.com/) for access. ## Symbols Use icons from 350’s icon set to enhance and call attention to key elements and reinforce the cross-language, cross-culture nature of 350’s work. [Download 350 Icon Set](https://s3.amazonaws.com/s3.350.org/images/350-icons-v2.eps) --- **A note about using maps:** When using maps, make sure to use maps that represent countries fairly. For example, the common [Mercator projection](https://en.wikipedia.org/wiki/Mercator_projection#Properties_and_historical_details) makes Greenland look the same size as Africa — in reality, Africa is 14 times larger than Greenland (the map in the 350 icon set uses the [Robinson projection](https://en.wikipedia.org/wiki/Robinson_projection)). ![Samples from 350's climate icon set](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7) ### More info **Didn’t find what you were looking for?** Are you looking for training resources on storytelling and how to spread your message? [Visit Trainings.350](https://trainings.350.org/storytelling-toolkit/)