EDF Brand Book

EDF Fourth Wave visual identity guidelines The following guidelines are to be used in conjunction with the main EDF Brand Style Guide, to which all Fourth Wave content creation should generally conform (i.e. EDF logo usage, etc.) except where specified within.

What is the Fourth Wave of Environmental Innovation? The Fourth Wave of Environmental What isn’t the Fourth Wave? Innovation empowers people to take action. When putting a story/topic NOT just innovation or data, or through the Fourth Wave lens, all three technology on its own. It must empower elements must be present and explored: people and drive action that benefits the Innovation, People, Action environment. The Fourth Wave: NOT people doing environmental things • Uses technology, data analytics and with nothing timely and innovative visualization, and digital collaboration to spurring them on. make environmental problems not only NOT the sole property of EDF. We must visible but actionable—scaling solutions acknowledge that others are also driving as never before. environmental progress using innovation Overview • Empowers everyone. to empower people to take action. • Is forward-looking and optimistic. NOT one-to-one corporate partnerships. Fourth Wave is about scale—think global supply chains and coalitions. • Is inclusive versus competitive. NOT a replacement for the first three • I s necessary—21st century problems waves; the Fourth Wave builds on them. require 21st century solutions. • Unleashes the power of human ingenuity to make sure that humankind —and the environment we depend on— can thrive and prosper. For the Fourth Wave full overview/messaging document and editorial guidelines, click below: EDF_FourthWave_Messaging_Overview_final.docx 2

• Aligns with, and secondary, to EDF’s • Uses Swiss 721 as the primary font, overall style guide, following the same in contrasting typefaces and sizes guidelines for logo usage and color palette • Uses horizontal rules (in contrasting weights) to divide, organize and • Is a progression from the main EDF emphasize content brand with continuity, i.e. pushing EDF brand further but still lives within the • Uses transparencies same spectrum • Uses gradients of color • Is bold and plays up contrast • Is streamlined, refined, impactful, forward-looking, optimistic, aspirational, Visual identity energetic, surprising and edgier The following guidelines are to be used in conjunction All Fourth Wave content creation should generally conform to main EDF Brand Style with the main EDF Brand Style Guide. Guide (i.e. EDF logo usage, etc.) except for the following chapters: Typography (pgs. 13-16) Graphic Elements (pgs. 23-25) See page 4 in this doc for Fourth Wave Do NOT use Block and Path elements typography guidelines. for Fourth Wave creative. 3

Swiss 721 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Swiss 721 Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Swiss 721 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Swiss 721 Bold Italic Typography ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Swiss 721 Light Use EDF branded Swiss 721 as primary font. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Swiss 721 Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Swiss 721 Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Swiss 721 Heavy Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 4

Pantone: 7469 Blue Gray C100 M20 Y0 K40 R0 G95 B134 HEX 005F86 Pantone: Process Cyan Pro Cyan C100 M0 Y0 K0 R0 G159 B218 HEX 029EDA Primary palette Pantone: 381 EDF Yellow-green C23 M0 Y89 K0 R201 G221 B3 HEX C8DA2C See main EDF Brand Style Guide (pgs. 17-18) for extended EDF color palette. Pantone: 563 Teal C50 M0 Y25 K0 R123 G187 B178 HEX 6FC7B2 Pantone: Cool Gray 11 Charcoal Gray C0 M0 Y0 K80 R89 G89 B91 HEX 59595C 5

• Bold use of color, type, photography • Bold contrast in • Singular, graphic • Typographic contrasts (big vs. small typeface, type size; photography with font sizes, bold vs. regular typefaces) singular graphic bold colors photography with • Incorporating photos • Use of heavy stroke line for visual gradient open sky in visual graphics, emphasis • Bold contrast in infographics, etc. • Clean open layout, lots of white space, typeface and weights slightly breaks grid of horizontal rules 1970 1980 1990 2000 2018 The Fourth Wave of Visual Environmental Expansive The Fourth Wave of environmental Innovation progress that’s now taking shape is a identity revolution in environmental protection Contrast * and advocacy led by visionary people moodboard and empowered by innovation. What’s next * Arrangement of images, graphic elements, The pathway forward to typography, etc. intended to evoke or project environmental progress Fourth Wave visual style/look and feel. Intersections • Boldly lit photography at low POV angle (looking • Overlapping elements • 4W primary palette up); subject feels heroic; composition is singular • Transparencies (in addition to full and graphic, with rich colors EDF color palette) 6

Sample ad campaign Mockups of ad campaign concept (print and online) that meets Fourth Wave messaging and 300x600 online banner 160x600 online banner look/feel. Note bold contrasts in typography, compelling portraiture, clean/clear layout with attention to white/negative space. Sample full-page print ad 300x250 online banner 728x90 online banner 7

• Moving away from photojournalistic/editorial style; image and story should align • More graphic and singular focus (i.e. attention paid to lighting, rich colors, visual textures, compositional lines that create movement, patterns, etc.) Photo style • Presents new vantage points and perspectives (aerial, macro, short depth of field, etc.) 8

More attention to sky (expansive, gradient colors) gives sense of “looking up and ahead” i.e. open sky suggests “possibilities, optimism and forward-thinking.” Rich natural colors combined with captivating vistas. Aspirational, limitless, evocative. 9

Unexpected vantage points (i.e. aerial as if captured from a satellite or from a drone). Graphic (i.e. compositional lines that create patterns, textures, sense of flow and movement). Positive, uplifting, impressive. 10

Attention to diversity in context of industries, intriguing angles, natural lighting (avoid flat). Singular focus in portraiture, i.e. short depth of field so eye goes to subject. Optimistic, inviting, inspirational, compelling. 11

Critter imagery also shot in interesting vantage points, leaning on rich bold colors, refreshing compositions, patterns, texture. Engaging, active, energetic, movement. 12

“ Making the Innovations in technology can help ensure sustainable fishing invisible visible” . HIGH-TECH GPS ANTENNA While we encourage featuring images • Partners prefer not to be photographed. VIDEO CAMERAS Provides location and of our partners/allies along with Capture high-resolution time of fishing activities Fourth Wave technology (i.e. methane • The technology itself is not photogenic fishing imagery satellite, Google sensor cars, etc.), or visually compelling, i.e. an unsexy we sometimes opt to use a more “gray box.” infographic approach in visualizing a story—highlighting the key parts or • Shooting the innovation as a whole process of the innovation to “make the along with the partner is not realistic invisible visible”—for various reasons: (i.e. shooting smart boat system positioned all over a 30-foot vessel and the fisherman in the same frame). HYDRAULIC AND ELECTRONIC • Using this approach to create content ROTATION SENSORS MONITORING COMPUTER would better serve target audience/ Trigger video cameras Records fishing vessel’s persona who is interested in learning to record the catch telemetry and video data about how the innovation works. Sample of “making the invisible visible” graphic approach, here using callouts knocked out to white on full-color photography. 13

Wordmark Wordmark option 1 Text-only typographic treatment of the Fourth Wave name for purposes of identification and branding. Should NOT be used in isolation without main EDF branding (please follow EDF Brand Style Guide for proper EDF logo usage). Note: Any and all pieces of communication (ie story, campaign, initiative, event, etc. and Wordmark option 2 related collateral, media, merch, etc.) must qualify as Fourth Wave to feature the wordmark. Please consult Heather Beckel Luecke for review and approval before using and EDF Creative Team for implementation. 14

“ Powered by” logo lockup To be used only in Fourth Wave instances (i.e. events, media hub, etc.) hosted or sponsored by EDF. Medium.com homepage header 15