1. BRAND. PART 2. BASICS + MORE.

2. THE NEW BRAND.

3. 1 NAME + LOGO. 1986 2015-2016 1986Action on Disability and Development 2009ADD International (working name) Action on Disability and Development (registered name) 5

5. NAME + LOGO. HOW TO USE ‘ADD INTERNATIONAL’? Capital ‘I’: ADD International Always write in full! Because that’s our name. ‘ADD’ on internal and informal comms. To describe the whole organisation. For Country Programmes: ADD International in Uganda ADD International, Uganda Programme ADD International’s work in Uganda,... ADD or A.D.D? Decision on hold. Consultation in process. 1 ?

6. OUR HISTORY + NARRATIVE. OUR NARRATIVE. WHO DO YOU WORK FOR? ADD International is a disability rights organisation. We fight for independence, equality and opportunity for disabled people living in poverty in Africa and Asia. We work alongside disabled people’s organisations run by disability activists at local and national level. 2 t

7. OUR HISTORY + NARRATIVE. OUR NARRATIVE. YEAH, BUT WHAT DO YOU DO? 1. Strengthen the disability movement in Africa and Asia. We do this by supporting local groups of disability activists to become strong and sustainable organisations that can have an ever increasing impact. We then help these groups connect with each other to build wider movements and work with them to promote the rights of disabled people. 2. Support disability activists. We provide them with the tools and the resources to help disabled people achieve their full potential. 3. Influence. We work with disability activists and their organisations to influence governments, international development organisations and the private sector to design policies and services on a local and global scale which take into account disabled people and offer inclusive solutions. MORE ON HANDOUT and 2 t

8. OUR HISTORY + NARRATIVE. 2

9. OUR HISTORY + NARRATIVE. OUR NARRATIVE. How to use it? 1.Stick to it. 2.You’re the chef! Use like if you were cooking. The elements in the narrative are only ingredients for you to choose and mix depending on the context and the desired effect. 2 t

10. OUR PERSONALITY + TONE OF VOICE (HOW WE SPEAK). TOP TIP! WOULD A 12 YEAR OLD UNDERSTAND WHAT I’M SAYING? 3 ?

11. OUR PERSONALITY + TONE OF VOICE (HOW WE SPEAK). 3 From a project evaluation report. This 2 year project focused on one of the most marginalised, invisible and disadvantaged groups in society – people with intellectual disability (PWID) – and has developed approaches which facilitate their personal development and their improved participation in all aspects of social and economic life by engaging and involving family and community members in the project. The rationale underpinning the project has been that ‘Communities are most likely to support disabled people – especially those with an intellectual disability – when they are able to contribute to economic and social activities.’ This has been identified as the ToC for the project.

12. OUR PERSONALITY + TONE OF VOICE (HOW WE SPEAK). 3 ‘Human’ version. This project lasted two years. It was aimed to empower some of the most marginalised, invisible and disadvantaged groups in society – people with intellectual disabilities. At the end of this project, the people involved gained confidence. By involving their families and community members in the project, they also began to participate in the social and economic life of their communities. Our Theory of Change states that communities are most likely to support disabled people – especially those with an intellectual disability – when they are able to contribute to economic and social activities. We’re delighted to say that this project demonstrated the truth of our theory.

13. OUR PERSONALITY + TONE OF VOICE (HOW WE SPEAK). MORE ON LANGUAGE. 1.How we speak about disability. 1.Disabled people vs People/persons with disabilities. 2.How we refer to different conditions. 3.What is allowed and what isn’t. 2.Other elements. 1.Numbers. 2.Dates. 3.Websites. 4.Punctuations and ampersands. 5.Full stops. 6.References. 7.Abbreviations. 8.Specific words. 3

15. VISUAL IDENTITY. LOGO. Orange. 4 No stretching. No editing. No reversing. No reds, browns, blues, greens, etc..

16. VISUAL IDENTITY. POSITIONING. 4

17. VISUAL IDENTITY. PARTNERSHIPS & CO-BRANDING.

18. COLOURS. ScreenPrintWebsitePrint (rarely!).

19. VISUAL IDENTITY. FONTS. 4 FOR PRINT OR PDF. MONTSERRAT CAPITAL Open sans Permanent marker FOR EVERYTHING ELSE. Calibri Titles Names or signatures All text Everything ALL FONTS ARE FREE AND AVAILABLE ONLINE. DOWNLOAD.

20. What happens if I send around a word file with the ADD fonts?