why is a visual identity system important?

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2 why is a visual identity system important? Attributes These are traits that define Greenpeace s character. They are what make us both unique and effective; keep these qualities in mind when designing for Greenpeace. The attitude that people can help save the world by doing more than just donating money is what sets Greenpeace apart. Today Greenpeace has 2.8 million supporters worldwide, and national as well as regional offices in 41 countries, driven by the dedication of its members. We need to work together to ensure that our voice and message are delivered clearly and consistently whether it be through a poster or climbing on top of a nuclear power plant to create a greener and more peaceful world. Our visual image must communicate our goal to defend the earth and its inhabitants, but also engage the community. A powerful image will strengthen the effectiveness of the Greenpeace mission by attracting more volunteers and supporters. 2

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5 Color Always print/paint this logo using CMYK process color, specified HKS inks or spraypaint. Never ever display it in B&W or grayscale. Also, it should only be printed on white or very light colored stock, or use a white ink/paint to compensate. Global Warming & Energy Stop climate change. Go from a world powered by nuclear and fossil fuels to one running on renewable energy. Protecting Forests Throughout the world, ancient forests are in crisis. Many of the plants and animals that live in these forests face etinction. Peace & Weapons Disarmament Working for disarmament and peace by tackling the causes of Defending Oceans Our once pristine oceans are now devastated by industrial fishing, conflict and calling for the elimination of all nuclear weapons. pollution, and the growing menace of global warming. Sustainable Agriculture & GMO s Toic Free Future The biodiversity and integrity of the world s food supply is too important to our survival to be put at risk. Toic waste in our environment threatens our rivers and lakes, air, land, and oceans, and ultimately ourselves and our future.

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9 Red Brown CMYK RGB Tet Charcoal CMYK RGB Tan Brown CMYK RGB Dark Aqua CMYK RGB Ivory Beige CMYK RGB Dark Blue CMYK RGB White HKS 01 E CMYK RGB Belton Molotow Pure White

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11 702 H Street NW #300 Fa Form T F Sender Info Name: Date: Page Qty: Recipient Name: Fa #: Dear Random House, I am writing because this morning I woke up with a phrase on my lips that I haven t been able to shake all day. That phrase is, The girl s guide to being an asshole. Such a perfect title for a book. One day soon, Random House, women are going to look around at the fat asshole men, at the seist monsters in their workplace, at the sweaty throng of criminals and the quiet guile of thieves and assassins, and they re going to start wondering why they aren t having any of the fun. They re going to start asking What has the culture of victimization ever done for anyone? and Why can t we be degenerates and monsters and still be feminists? This is a genuine cultural movement, Random House, and you and me, we can profit. Big time. We can put together a guide, a guide to picking locks, a guide to spitting and fighting dirty, a guide to date rape and coercion, a guide to vandalism and assault. It s idiotic to think that women are somehow incapable of these glorious pastimes. History has shown that on occasion they have revelled in these very acts. And, Random House, what woman has never felt debased to hear someone say I honestly don t believe a woman could be capable of such a crime, whether about child abuse or violent murder or not? Women are capable of anything. Ours will be a guide to living outside of an outdated feminist culture that defines itself by villainizing the other. Our guide will help women embrace all of their potential, both good and bad, polite and vulgar, heroic and gloriously untoward. This is the net true step toward the destruction of se-based barriers, toward equality, toward a better future. A better future where our paychecks are very large, Random House. Can you honestly tell me that doesn t sound good? I look forward to hearing from you regarding this. Yours, Joey Comeau Jennifer Pizza Communications Consultant Manager Washington, DC Natalie Huynh 3609 Fullmoon Dr. Glendale, CA t: f: jennifer.pizza@wdc.greenpeace.org 702 H Street NW #300 Washington DC greenpeace.org/usa 20 21

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