1 Pourcent For The Planet Brand Book

Brand guidelines Brand guidelines

Our brand Logo usage Color palette Typography Imagery Campaigns Social 01 - 04 - 10 - 11 - 13 - 14 - 17 - Table of contents

Brand guidelines Our purpose VISION All together for our planet. MISSION We bring dollars and doers together to accelerate smart environmental giving. MODEL 1% for the Planet is a global movement inspiring businesses and individuals to support environmental nonprofits through annual membership and everyday actions. We advise on giving strategies, we certify donations and we amplify the impact of our network. Our brand 01 To inspire commitment and action so that our planet and future generations thrive.

Brand guidelines Our brand 02 Our language These are some basic guidelines that help create consistency throughout network communications. To access comprehensive tools and resources to help you get the word out as well as showcase your membership, partnership and commitment, visit the login area of our site. Here you can find sample press releases, social media assets, referral language and much more! (1% network only) ABOUT 1% FOR THE PLANET (boilerplate language and for use in press releases) 1% for the Planet is a global organization that exists to ensure our planet and future generations thrive. We inspire businesses and individuals to support environmental nonprofits through membership and everyday actions. We make environmental giving easy and effective through partnership advising, impact storytelling and third-party certification. Started in 2002 by Yvon Chouinard, founder of Patagonia, and Craig Mathews, founder of Blue Ribbon Flies, our members have given more than $265 million to our approved nonprofit partners to date. Today, 1% for the Planet’s global network consists of thousands of businesses, individuals and environmental nonprofits working toward a better future for all. Look for our logo to purchase for the planet and learn more at onepercentfortheplanet.org. TONE inspirational empowering welcoming proactive optimistic plainspoken individual member business member giving nonprofit partner planet movement commitment action partnerships partnership advising impact network KEY PHRASES

Brand guidelines We are 1% for the Planet. Here are a few things to remember when using our name: 1% for the Planet should never be shortened to 1%FTP or abbreviated in any way and should reflect the proper capitalization: 1% for the Planet We use onepercentfortheplanet.org when referring to the website itself; it is not the organization’s name. It should never appear with a “www.” preceding it. Unless you are writing the URL, please write 1% for the Planet, not One Percent for the Planet. See examples at right for other common mistakes to avoid. Our name 1% for the Planet 1% For The Planet One Percent For The Planet One Percent for the Planet 1%forthePlanet 1% For The planet 1% for the planet 1%FTP 1 Percent for the Planet Our brand 03 X X X X X X X X

Brand guidelines Primary logos The 1% for the Planet logo is comprised of two elements: the logo icon and the wordmark. The proportions of these elements may not be altered in any way. The “FOR THE PLANET” wordmark may not be altered or translated into any other language. Please use provided art files only. To download, visit the login area of our site. (1% network only) Logo usage 04 VERTICAL HORIZONTAL

Brand guidelines Stakeholder logos These logos are intended for those individuals and organizations that fall into these specific stakeholder categories only. To download, visit the login area of our site. (1% network only) BUSINESS MEMBER INDIVIDUAL MEMBER NONPROFIT PARTNER AMBASSADOR DONOR MEDIA PARTNER Logo usage 05

Brand guidelines One-color logos When the logo needs to appear in a single color due to design or production needs, the one-color logo should be used to ensure proper reproduction. This version of the logo should only appear in medium blue, dark blue, black or white. The logo may only appear in white if the background is too dark and the primary full color or one- color logos do not provide enough contrast. To download, visit the login area of our site. (1% network only) MEDIUM BLUE DARK BLUE BLACK WHITE Logo usage 06

Brand guidelines Size and space To ensure the integrity and visibility of the 1% for the Planet logo, it should be kept clear of competing text, images and graphics. This area is defined by the height of word “PLANET” within our logo. SAFE AREA To ensure legibility, clarity and brand consistency, the height of the stacked logo should never be reduced to less than 0.25 inches in height. When using the horizontal version of the logo, the overall height should not be less than 0.16 inches. MINIMUM SIZE Logo usage 07

Brand guidelines Logo usage 08 Common mistakes In order to maintain a strong, consistent and successful brand, we ask that our logo be kept in the original state in which it was designed. Please do not add to or change anything about the logo. These usage guidelines apply to all versions of the logo. Old versions of the logo have been retired, and therefore should no longer be used in any application— to include versions with the SM service mark. Please use logos with the correct registered ® trademark. Don’t add shad ows , str ok es, or other effect s Don’t r otat e or flip Don’t alt er pr opor tions of the wo rd mark or ico n Don’t alt er the le tters or spacing in any w ay Don’t change the colors Don’t change the aspect rati o, stre tch or squeez e Ple ase use the logo with the accurat e trademark (® ) Don’t place any t ext within the 1% icon Don’t add a bor der aro und the icon or wo rd mark

Brand guidelines Logo usage 09 Additional logos The secondary logos on this page have specific uses and should not be used in place of 1% for the Planet primary or stakeholder-specific logos. Use the Be 1% Better logos to highlight what you’re doing to better our planet and that even small changes can make a world of difference. See pg. 14 for additional context. The network-in-action logos provide members with a secondary logo design that’s more decorative. Members have used this when creating various co-branded items to add some flair. The network-in-action logo provides members with a secondary logo design that’s more decorative. Members have used this when creating various co-branded items to add some flair. As noted, please do not use any of these logos as your primary logo signifying membership or other affiliation with our network. To download, visit the login area of our site. (1% network only) BE 1% BETTER LOGO NETWORK-IN-ACTION LOGO [verb] [verb]

Brand guidelines Color palette The 1% for the Planet brand incorporates four primary colors—medium blue, dark blue, light gray, dark gray, and black as well as four secondary colors—dark blue, teal blue, coral and yellow. The 1% for the Planet logo is never to appear in any colors other than those shown here. Color palette 10 PRIMARY COLORS SECONDARY COLORS DARK GR AY CMY K: 7 4, 57, 45, 23 RGB: 73, 89 , 10 2 HEX: 495966 LIGHT BLU E CMY K: 77 , 31, 0 , 0 RGB: 24 , 145, 208 HEX: 1791D1 MEDIUM BLU E CMY K: 98, 69 , 22, 6 RGB: 0 , 86, 13 7 HEX: 00 578A LIGHT GRAY CMY K: 14 , 2, 0 , 4 1 RGB: 129 , 146, 150 HEX: 819296 BLAC K CMY K: 69 , 67 , 65, 74 RGB: 35, 31, 32 HEX: 2 41F1F DARK BLU E CMY K: 100 , 84 , 42, 4 1 RGB: 15, 4 3, 77 HEX: 0F2B4D TEAL BLU E CMY K: 53, 0 , 7, 0 RGB: 102, 204 , 23 2 HEX: 66 CC E8 CORAL CMY K: 0 , 84 , 77 , 0 RGB: 24 0, 80 , 6 7 HEX: F 04F 42 YELLOW CMYK: 0, 18, 84, 0 RGB: 255, 208, 67 HEX: FFCF42

Brand guidelines Typography 11 Our typefaces Our primary brand typeface is Montserrat. It’s a legible and clear sans serif web font. It is available in the following fonts styles. Best of all, it’s also available at no cost as a free Google Font. Our secondary brand typeface is Bookmania; which is an Adobe serif font that provides personality, charm and humanity. It also features an extensive list of alt characters which can be used sparingly for creative kerning combinations. Bookmania is used ONLY for pull quotes, headings, and sub-headings–never for body copy. To the right are 1% for the Planet’s preferred typography styles. We recognize our network adopts their own unique typography styles. That said, please refrain from updating the font styles on any templates provided on behalf of 1% for the Planet. PRIMARY TYPEFACE SECONDARY TYPEFACE Montserrat Thin Montserrat Thin Italic Montserrat Extra-Light Montserrat Extra-Light Italic Montserrat Light Montserrat Light Italic Montserrat Regular Montserrat Regular Italic Montserrat Medium Montserrat Medium Italic Montserrat Semi-Bold Montserrat Semi-Bold Italic Montserrat Bold Montserrat Bold Italic Montserrat Extra-Bold Montserrat Extra-Bold Italic Montserrat Black Montserrat Black Italic Bookmania Light Bookmania Light Italic Bookmania Regular Bookmania Regular Italic Bookmania Semi-Bold Bookmania Semi-Bold Italic Bookmania Bold Bookmania Bold Italic Bookmania Black Bookmania Black Italic

Brand guidelines Typography 12 Primary Typographic styling Below are the preferred primary typography styles for web. Header 1 | Montserrat - ExtraBold - 54px Subheader | Montserrat - SemiBold - 21px - CAPS Body | Montserrat - Medium - 16px Quote | Montserrat - Medium - 21px Quote caption | Montserrat - SemiBold - 16px - CAPS 1 2 3 4 5 Below are the preferred secondary typography styles for web. Header 1 | Bookmania - ExtraBold - 54px Subheader | Montserrat - SemiBold - 21px - CAPS Body | Montserrat - Medium - 16px Quote | Bookmania - Regular - 22px Quote caption | Montserrat - SemiBold - 16px - CAPS 1 2 3 4 5 Origin EVER WONDER HOW 1% FOR THE PLANET BEGAN? It all started when two businessmen met and bonded over their shared love for the outdoors. Realizing their responsibility to protect our planet, they decided to give 1% of their sales back to the environment—whether or not they were profitable. In 2002, Yvon Chouinard, founder of Patagonia, and Craig Mathews, founder of Blue Ribbon Flies, created 1% for the Planet and started a global movement. “The intent of 1% for the Planet is to help fund these diverse environmental organizations so that collectively they can be a more powerful source in solving the world’s problems.” — YVON CHOUINARD IN HIS BOOK “LET MY PEOPLE GO SURFING” 1 2 3 4 5 Origin EVER WONDER HOW 1% FOR THE PLANET BEGAN? It all started when two businessmen met and bonded over their shared love for the outdoors. Realizing their responsibility to protect our planet, they decided to give 1% of their sales back to the environment—whether or not they were profitable. In 2002, Yvon Chouinard, founder of Patagonia, and Craig Mathews, founder of Blue Ribbon Flies, created 1% for the Planet and started a global movement. “The intent of 1% for the Planet is to help fund these diverse environmental organizations so that collectively they can be a more powerful source in solving the world’s problems.” — YVON CHOUINARD IN HIS BOOK “LET MY PEOPLE GO SURFING” 1 2 3 4 5 Secondary Typographic styling

Brand guidelines Imagery 13 Our look Everyone in our network has their own visual style but we prefer to feature images and video that show a diversity of people and places in which we live, work and play. Bold and colorful photography is preferred over black and white and documentary style over posed or studio setups.  For member products, we like to show them in use in a natural setting or a representative lifestyle image. (See Sunski example at bottom left.) Please keep these styles and standards in mind when collaborating with us on storytelling or other marketing efforts.

Brand guidelines br ew Campaigns 14 Our campaigns Each year as part of our annual ad campaign, our network gains access to world-class creative that they can customize and use to tell their 1% stories. In these brand guidelines (pgs. 9, 14-16), we showcase some example creative that we provided to our network during our Be 1% Better campaign. The campaign’s messaging and assets are evergreen, and we encourage continued use! To view and download the full suite of assets, please visit the login area of our website. Here you can find further context as well as ideas and inspiration on how best to incorporate Be 1% Better messaging into your communications. (1% network only)

Brand guidelines Icon assets Two sets of icons have been created in conjunction with the 1% for the Planet globe motif: globe icons that represent our six issue areas and general smiley globe icons. Each set serves to activate its accompanying image in different ways. These icons can accompany graphics as well as photography. In the instances of photography, icons may function as a smiley face replacement for someone’s face (sparingly) or (more common) may be placed on the photo to accompany it. We recommend providing a caption or explanatory text which dives deeper into the photo contents or specific issue area(s). Campaigns 15 Climat e Land Wa ter Food Pollution Wildlif e ISSUE AREA GLOBES GENERAL SMILEY GLOBES

Brand guidelines Campaigns 16 Tagging assets Whether using the 1% for the Planet thought bubbles, mini flags or hang tags, these assets provide ample opportunity to showcase your 1% commitment. Mini flags are intended to identify food, beverage and restaurant members within the 1% network. These flags are placed on photos of experiential products such as food or beverage items, shot within eye level or a reasonable range above, but not from a bird’s-eye view. Thought bubbles and clouds are placed above the subject of a photo, cementing them as an active thinker or participant in our network. They serve as a medium for member stories—their journey and reason for being a 1% member can be highlighted in captions or supporting content and the graphic functions as a visual aid. Hang tags serve as a reminder that every purchase makes a difference and when you support 1% for the Planet members, you’re purchasing for the planet. MINI FLAGS THOUGHT BUBBLES AND CLOUDS PAPER HANG TAGS VECTOR HANG TAGS

Brand guidelines Social 17 Our community Share your membership, partnership and network stories on social media and help grow our global movement. Be sure to tag us so we can help amplify your story, too. Visit the login area of our website for social media resources. (1% network only) HASHTAGS #onepercentfortheplanet #beonepercentbetter #purchasefortheplanet Note: our social media handles are abbreviated due to character and symbol restrictions but otherwise, please always use our full name (see pg. 3). @1percentfortheplanet @1PercentFTP @1percentftp @onepercentfortheplanet @1%fortheplanet

Be in touch This document is provided to ensure that the 1% for the Planet’s brand identity is treated consistently across different executions and materials. The guidelines and suggestions here are to be used with discretion to support the brand. If there are questions that these guidelines do not answer, please contact: MARKETING [email protected] +1 (802) 861-0460