Dryland Systems Branding Guidelines

Abstract

The overall objective of this document is to articulate and establish a unique visual identity and style guidelines for the CGIAR Research Program on Dryland Systems that will be applied to all printed and digital communications. The consistent usage of messaging, vocabulary, and visuals across all Dryland Systems communication activities – campaigns and products (print, online, and multimedia) will help build a strong brand for Dryland Systems with a positive image and buy-in from its stakeholders. The program’s perception is critical to its overall success – in terms of on-ground implementation and in mobilizing resources as the program progresses. To this end (solidifying recognition of the Dryland Systems brand), the new visual design will provide a clear, comprehensive, and unifi ed visual language for the organization when communicating externally.