AKF - Guidelines - FINAL v5

BRAND GUIDELINES | 2015
Introduction
Over the course of several months, Fenton
define the space that you occupy and clearly
completed an extensive research process in
identify your distinct traits. After performing
order to gain a sophisticated understanding
a media and digital audit, we analyzed how
of the Aga Khan Foundation USA. Our goal
your story was currently being told to the
was to equip your staff with common, concise
public and made some recommendations
and compelling language that speak to what
as to how to better capture the unique
the Aga Khan Foundation is about.
approach and human impact of your story.
An in-depth research and discovery
We hope that the new messaging and
process, starting with numerous stakeholder
graphic direction contained in this brand
interviews, enabled us to gather tremendous
guidelines accurately reflect your goals
insight into the elements people inside and
and uniquely position you to grow and gain
outside of the organization consider most
more support.
central to your brand. A landscape analysis

of your peers and competitors helped us to
| B RA ND GUID E L INE S | 201 5
The AKF Brand

You should refer to this manual before
creating any form of communication
to ensure you are disseminating clear,
concise and consistent visual and verbal
information to all of your stakeholders. By
presenting a consistent brand look and
message, you can help set the Aga Khan
Foundation apart from other organizations
in your spaceultimately promoting a
poverty solutions model that benefits
people and communities the world over.
A brand is the promise you make to your

staff, partners, funders and the greater
public about who you are and what they
can expect. It creates a net impression in
the minds of your audiences. It includes
tangibles, such as your process and your
results, and intangibles, such as inspiring
confidence. A brand is expressed through
brand elements incorporated into all points
of contact, from your personal interactions to
your written materials to the appearance of
your digital assets.
A strong brand is important as it builds
a relationship with all of your audiences.
It increases awareness of everyone in
the Aga Khan Foundation network and
communicates your mission and values. It
shapes their perceptions of what the Aga
Khan Foundation does and influences their
behavior, such as increasing funding and
partnering on new initiatives.
The brand elements contained within this

toolkit are distinctive, easily recognizable and
facilitate the formation of strong, favorable
and unique brand associations. These
elements from the new messaging platform
to the graphic direction serve as the
foundation from which your brand equity will
grow. Brand equity, or brand value, reinforces
your position in the hearts and minds of
partners, funders and the public.
You should refer to this manual before
creating any form of communication to
ensure you are disseminating clear, concise
and consistent visual and verbal information
to all of your stakeholders. By presenting
a consistent brand message and look, you
can help set the Aga Khan Foundation apart
from other organizations in your space
ultimately promoting a poverty solutions
model that benefits people and communities
the world over.
Table of Contents
HOW TO TELL YOUR STORY
AUDIENCES TO TARGET
BRAND TOOLKIT
Messaging Pillars.................................6
Audiences..........................................20
Logo..................................................... 35
Master Narrative................................. 11
Elevator Pitch by Key Audiences
Logo Versions.................................... 36
Key Messages.................................... 13
Internal Development
Thought Leaders........................... 22
Corporate Philanthropies............ 25
High-Net-Worth Individuals......... 27
Ismaili Community......................... 29
Added Audience:
Corporate Sponsors......................31
Clear Communications
Checklist............................................. 33
Logo Dos and Donts...................... 37

Color Palette...................................... 39
Typography......................................... 41
Photography...................................... 42
Graphic Direction............................. 43
Volunteer Social Media
Style Guide.........................................47
Brand Guidelines
How to tell the AKF story

Messaging Pillars
Invest
Together
Purpose
Own
Messaging pillars are clean, simple

words that serve as the foundation of the
master narrative. They are not intended
to encapsulate everything about the
foundation; they are little words that, when
unpacked, reveal big concepts. The words,
and the concepts they represent, will be
woven throughout the master narrative.
The following are the five recommended

pillars of the Aga Khan Foundation
messaging platform. For each pillar, weve
included a set of words that can be used in
addition to or in combination with the pillar.
We have also included the key concepts
that are rolled into each pillar.
Messaging Pillars | Invest

ADDITIONAL WORDS:
long-term
build
permanent
access
committed
deep
stable
rooted
durable
KEY CONCEPTS:
Invest in permanent institutions
Invest in relationships and in communities
Invest financial and human resources: money, technical assistance,
knowledge, support
Messaging Pillars | Together

ADDITIONAL WORDS:
ADDITIONAL WORDS:
ADDITIONAL WORDS:
full
broad
wide
gather
share
we
united
collected
partner
collective
common
diversity
celebrate
respect
individual
extraordinary
unique
all back-
grounds and
experiences
different
compassion
deep
reach
KEY CONCEPTS:
KEY CONCEPTS:
KEY CONCEPTS:
Improving living conditions and

opportunities for all people
Collective focus on respect for
human dignity
Universal values
We are interconnected
Peace among disparate groups
We all share a common humanity;
we value all human lives
In a world where there are more
conflicts and differences than ever
before, there are still some things
we can all get behind
Partnering with local communities
Harness the best from people of
We have a comprehensive
all walks of life

Respect and represent multiple
interests
Appreciate diversity and embrace
inclusion
approach
The continuum of work: the
relationship between investment,
active civil society, and permanent
institutions
Messaging Pillars | Purpose

ADDITIONAL WORDS:

Islam
dignity
quality of life
power
commitment
care
purposeful
leadership
KEY CONCEPTS:
Faith-inspired
Moral responsibility/mandate/obligation
The power to give back
Be an active member of your community
Everyone, everywhere has purpose
Messaging Pillars | Own

ADDITIONAL WORDS:
ADDITIONAL WORDS:
local
people
knowledge
rooted
partner
power
lead
transform
fuel
prosper
KEY CONCEPTS:
KEY CONCEPTS:
Communities are participants in
Self-reliance
their own development

Local knowledge, local presence,
rooted in local society
access
dignity
potential
opportunity
choose
free
thrive
take action
Be able to meet their own needs and the needs of their community
Active and voluntary civil society
Opportunity, hope, power, ownership, agency to act
10
Master Narrative
A NARRATIVE SHOULD:
D
emonstrate your vision and, if
necessary, challenges or barriers
S
peak to your audiences shared values
Include effective language
C
onnect your cause to solutions
H
ighlight the impact of your work
E
nd with an invitation or call-to-action
Every brand begins with a story. The

suggested Aga Khan Foundation master
narrative is a common jumping off place
to tell your story. While we realize that
individuals will put their own spin on it, the
narrative should be a primarily common
story. It is the foundation for your content,
whether that content is a fundraising appeal,
a speech, or an elevator pitch to a stranger
at a conference.
The Aga Khan Foundation is an organization

that includes many players and involves
work across different sectors. For this
reason, it is a challenge to tell your story in a
manner that is clear, compelling and simple
enough for the uninitiated. The narrative is
intentionally high level and straightforward.
Our goal is to enable AKF to invite in as
many stakeholders as possible with a
narrative that contains multiple entry points.
A MESSAGE
A NARRATIVE
is a short, simple idea that helps to

communicate your point and, when combined
with other messages, forms a narrative.
tells your story. A combination of several

key messages, tailored for the person you
are speaking to, a narrative is the story that
drives your organizations mission.
OF NOTE: As the foundation of your content, the master narrative serves as the common
story of AKF as it would be written out. The narrative is not meant to be recited verbatim in its
entirety; rather it is a jumping off point for you to craft your own voice in communicating the
AKF story using a common set of language.
11
The Aga Khan Foundation Narrative

Reliable hospitals, schools and community
centers. Flourishing economies. Informed
and engaged people who have the space
and collective power to shape their own
futures. These are the cornerstones of
all thriving communities. Without them,
families remain stuck in a cycle of poverty,
clinging to insufficient government services
and dependent on short-lived aid. The Aga
Khan Foundation is breaking the cycle.
As a member of the Aga Khan
Development Network, one of the worlds
leading poverty solutions networks, the
Aga Khan Foundation engages with
communities around the world to build
better futures together. Harnessing the
best from people of all walks of life,
we build deep partnerships with local
nonprofits, businesses, governments and
community leaders based on a shared
vision of prosperity for all. Working
closely with our partners, we make longterm commitments to innovative model
programs that improve quality of life,
from early childhood education to green

space preservation. Poverty is a complex
problem, yet we make progress when we
integrate the efforts of organizations from
all sectors and all regions of the world.
Meaningful change takes time, which is
why weve been working in communities
across Africa and Asia for decadesand
will be there for generations to come. We
invest in high-quality institutions such as
clinics, banks and universities that anchor
communities and provide opportunities
for people to unlock their own promise.
Rooted in local knowledge and ownership,
and equipped with tools like education
and health, people begin to realize
their potential and drive change in their
communities. Each generation grows
stronger as more individuals benefit, and
a transformation takes place. Civil society
begins to thrive. People establish mutual
trust and respect and, together, make
decisions to lift up the community.
At the Aga Khan Foundation, we believe

we all have purpose. Driven by our belief
in our shared humanity, we are dedicated
to helping all people fulfill that promise
for themselves. Our Foundation reaches
3.5 million people annually in 16 countries.
And we have so much more to do. We are
stronger together, and in a world where
differences and conflicts divide, now is the
time to build a better future together. Join
us.
12
Key Messages
WHAT MAKES A GOOD
MESSAGE?:
True
Believable
Emotional connected to peoples
core values
Supported by facts
Has an action component
Repeated
Framed to win
USING MESSAGES
Using messages consistently and
repetitively will reinforce your brand over
time. They never appear to the outside
world as they do below in a list on one
or two pages. What we have provided is a
menu of options for you to pull from and
use across communications in speeches
and remarks, press materials, website copy,
presentations to funders, etc depending on
the situation.
At the same time, messages do not

describe every single facet of the Aga Khan
Foundation. They serve to position the
organization, initiate understanding, and
open the door to deeper conversations with
stakeholders depending on their knowledge
and interest level. It helps to think of
messages as scaffolding; you need to start
simply and then build up depending on how
far you need to reach.
MESSAGES DO
MESSAGES DONT
Inspire interest
Invite people in
Make a connection
Tee up other messages and asks
Explain a process
Take the place of an accurate description
Convey complicated ideas
Use jargon
13
Core Messages
WHAT:
The Aga Khan Foundation helps communities around

the world build better futures together.
We are a member of the Aga Khan Development

Network, one of the worlds leading poverty solutions
networks.
Reliable hospitals and schools, flourishing economies

and strong civil society are the cornerstones of all
thriving communities.
Without them, families remain stuck in a cycle of

poverty. The Aga Khan Foundation is breaking the
cycle of poverty.
14
Core Messages
WHY:
At the Aga Khan Foundation, we believe we all have
In a world where there are more differences and
purpose, and we are dedicated to helping people fulfill
conflicts than ever before, now is the time to come
that promise for themselves.
together and drive positive change for all people.
Our work is driven by a firm belief in our shared

humanity. We know we are stronger together.
We are driven by the belief that when all people

regardless of faith, origin or gender live and work
side by side to improve their communities, the fabric of
society is stronger.
15
Core Messages
HOW:
The cycle of poverty is enormously complex, but

we see success when we integrate the efforts of
organizations from all sectors and across regions of
the world. We are stronger together.
We are committed to three areas of work: building

permanent institutions, making long-term investments
and cultivating local leadership.
Each area of work is essential to breaking the cycle of
poverty; one cant work without the other.
We build high-quality institutions like clinics, banks and

universities that anchor communities and help people
unlock their own promise.
Over time, a transformation takes place: as people

come together to make decisions to lift up the
community, civil society begins to thrive.
Meaningful change takes time, which is why we invest

in the long-term.
Weve been working with communities across Africa
and Asia for decadesand we will continue to advance

positive change that lasts for generations to come.
At the moment, were committed to over 200 projects

in 30 countries around the world. And we have so
much more to do.
We make long-term investments in innovative

programs that improve quality of life for people in the
poorest regions of the world.
We cultivate deep partnerships with local nonprofits,

businesses, governments and community leaders
because we believe in the power of harnessing the
best from people of all walks of life.
Strengthened by access to good education and

health, people begin to realize their potential and drive
change in their communities.
16
Core Messages
MESSAGES ON ISLAM:
The Aga Khan Foundation was founded by His
While inspired by the values of Islam, our staff, our
Highness the Aga Khan, spiritual leader of the Ismaili
partners and the people we serve represent all religions
Muslims.
of the world.
Islam is grounded in a strong ethic of helping others

and giving back.
Our work is driven by the belief in our shared humanity

and the firm conviction that we all have purpose.
We believe that communities and societies are stronger The Aga Khan Foundation is dedicated to helping all
when they are built on the vision and collaboration of
people fulfill their own promise.
people from all different backgrounds.
17
Core Messages
MESSAGES ON HIS HIGHNESS:
His Highness the Aga Khan is the hereditary Imam, or

spiritual leader, of the Shia Imami Ismaili Muslims.
His Highness is the 49th hereditary Imam of the Shia
Ismaili Muslims.
While still an undergraduate at Harvard, His
Highness was chosen by his grandfather to succeed

him as Imam in 1957.
There are approximately 12-15 million Ismaili Muslims
living in over 25 countries worldwide.
In addition to being a spiritual leader, the Aga

Khan is the founder and chairman of the Aga Khan
Development Network, one of the worlds leading
poverty solutions networks.
As spiritual leader of the Ismaili Muslims, the Aga
His Highness the Aga Khan has a deep commitment

to improving quality of life for all. This means helping
people unlock their own promise to meet the needs of
their families and pursue their own goals and dreams.
Addressing the challenges of poverty takes time and
investment which is why AKDN has been building

lasting institutions like schools and hospitals for over
50 years.
The Aga Khan has said that one of his greatest

sources of happiness is the broad reach and impact of
the Aga Khan Development Network.
Driven by his belief in our shared humanity, His

Highness is dedicated to helping people around the
world build a better future.
Khan is responsible for both interpreting the faith and

also for improving quality of life in the face of modern
challenges.
18
The Aga Khan Foundation Work Areas

Aga Khan Foundation is committed to
three areas of work: building permanent
institutions, making long-term investments,
and cultivating local leadership. Each is
essential to breaking the cycle of poverty;
one area cannot work without the other.
We see success when we integrate the
efforts of organizations from all sectors and
within regions
19
Audiences to Target
AKF USA
STAFF & NC
AKF
USA
VOLUNTEERS
In order to reach AKFs strategic goals of elevating its brand

among international development leaders and garnering
further financial support, we recommend AKF target the
specific audiences that will help further these goals.
This chart shows in green the audiences AKF
communications will target directly, and outward from
those, in grey, the ones who will be reached indirectly.
For example:
AKF USA staff and NC will communicate the new
messaging and branding to AKDN
International Development Thought Leaders will

influence the opinions of Peer Organizations,
Policymakers, Think Tanks and Academia
Corporate Philanthropy and HNWIs set giving

trends for the general public
The Ismaili Community will spread the word to their

friends and colleagues
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VOLUNTEERS
21
Elevator Pitches
The idea of an elevator pitch is to
be clear, compelling and concise.
Any representative of the Aga Khan
Foundation should be prepared to
make the most of a brief engagement
to open the door for a potentially
deeper discussion. A great elevator
pitch wont tell the whole story, but it
should establish a foundation for further
contact. You want to leave the listener
with a positive impression and set up
the next stage. This might be Can I give
you my card and get yours? or Id love
to follow up with you and learn more
about your work.
ADVANCE
AVOID
Short, concise descriptions

Relatable language
Positive, inspirational tone
Demonstrate impact and outcomes
Clear, simple call-to-action
Trying to capture everything

Jargon
Focusing on process
All inputs without outcomes
Confusing ask, or asking too much
You can draw language from the master narrative, but what follows are examples of how
you might customize an elevator speech for specific audiences.
22
Elevator Pitch
Audience 1:
International
Development
Thought Leaders
Target
Audience
International
Development
Thought Leaders
What do they
care about?
How do we
reach them?
Addressing long-term Conferences and

global poverty
Innovative
and effective
development models
Proof points
Partnering on
initiatives in their
areas of interest or
regions of work
other field events
Top-tier national and

trade media
Speeches and
editorial media
Reports
Website
What do we want
them to do?
Recognize the Aga Khan
Foundation as a leader in
the field
Refer to the Aga
Khan Foundation in
conversations, in writing
and in media as a unique
and effective model to
reduce poverty
Be ambassadors for the
Aga Khan Foundation

brand to influence
peer organizations,
policymakers, think tanks
and academia
Support the Aga Khan
Foundation through
financial gifts and grants
(Foundations)
23
Elevator Pitch
International
Development
Thought Leaders
Hi. Im __________, and I [fill in the blank

with title/role] at the Aga Khan Foundation.
Were a member of the Aga Khan
leading poverty solutions networks.
This year, as global leaders come together
to define a new set of Sustainable
Development Goals, were seeing a shift in
focus from outlining what the goals are to
deciding how we will achieve them together.
At the Aga Khan Foundation, were seeing
success when we integrate the efforts of
organizations from all sectors and across
regions of the world. Our unique approach
is to partner with local business and
government leaders, support burgeoning
civil society, and invest in the most

innovative programs and the highest-quality
institutions such as schools and hospitals.
Were proud to have partnered with
organizations like the Gates Foundation and
USAID to drive long-term and measurable
impact. Right now, were committed to over
200 projects in 30 countries around the
world, and we have so much more to do.
Can I connect you with [insert relevant staff
person] who can give you more information
about [fill in precise ask for person. Ex:
Can I connect you with Elizabeth Grant, our
program manager who can give you more
information about MIAD?]
SUGGESTED PROOF POINTS (PICK 2-3)

List of other prestigious partners, information and data about an innovative program,
numbers of people served by an AKF institution (number of students graduating from
universities, people served by hospitals, businesses funded by impact investor dollars, etc.),
other impact data
24
Elevator Pitch
Foundations
Hi. Im __________, and I [fill in the blank

leading poverty solutions networks.
At this years summits, leaders from around
the world will define a plan to achieve a
new set of Sustainable Development Goals
together. At the Aga Khan Foundation,
were seeing success when we integrate
the efforts of organizations from all sectors
and across regions of the world. Our unique
and time-tested approach focuses on
three areas: building the highest-quality
institutions like banks and universities,
making long-term investments to the most
innovative programs, and cultivating local
leadership.
Right now, were committed to over 200

projects in 30 countries around the world,
and we have so much more to do. Can I
get your card so I can send you some more
information? Id love to tell you about [insert
relevant success story. Ex: the exciting
womens literacy program we were able
to launch last year thanks to support from
the Gates Foundation and the expansion
plans that need funding next year.] OR Can
I connect you with [insert relevant staff
person] to learn more about [fill in precise
ask for person. Ex: I know youve recently
expanded your program areas to include
micro-entrepreneurship; can I connect you
with my colleague Pearl Akosah? Pearl is
our senior program officer and can speak
more to how were empowering small-scale
entrepreneurs.]

List of other prestigious foundation funders (and corporate and development organization
partners), information and data about an innovative program, numbers of people served
by an AKF institution (number of students graduating from universities, people served by
hospitals, years people have had access to a bank, etc.), other impact data
25
Elevator Pitch
Audience 2:
Corporate
Philanthropies
Target
Audience
Corporate
Philanthropies
What do they
How do we
What do we want
CSR brand profile

Employee
Grant proposals
Support the Aga Khan
Human stories and
One-on-one or small Promote the Aga Khan
Impacting
Conferences and
care about?
engagement
proof points
communities where
they operate
Innovative, replicable,
scalable models
Advancing strategic
business interests
reach them?
and partnership
agreements
group meetings
industry events
Top-tier national and
trade media; financial

industry press
them to do?
Foundation through
financial gifts and grants
Foundation among
industry influencers
Partner on initiatives
such as private-public
partnerships and impact
investing
Speeches and
editorial media
Being associated with Reports

credible, reputable
Website
partners
26
Elevator Pitch
Corporate
Philanthropies
Hi. Im __________ and I [fill in the blank

leading poverty solutions networks, and we
help communities around the world build
better futures.
Our unique approach has three components:
we build the highest-quality institutions like
banks and universities, we make long-term
investments to the most innovative programs,
and we cultivate strong local leadership.
By partnering with local businesses and
leaders, we are able to drive impact that
is rooted in the community and lasts for
generations. Were proud to have partnered
with companies like Johnson & Johnson
and Intel in our work. Thanks in part to their
support, we are currently committed to

over 200 projects in 30 countries around
the world, and we have so much more to
do. Can I get your card so I can send you
some more information? Id love to tell you
about [insert relevant success story. Ex: the
exciting financial literacy program we were
able to launch last year thanks to support
from Johnson & Johnson and Intel.] OR
Can I connect you with [insert relevant staff
person] to learn more about [fill in precise
ask for person. Ex: I know youve recently
expanded your corporate giving to include
an impact investing portfolio. Can I connect
you with my colleague Rick Kellett? Rick is
our director of programs and investments
and can speak more to how were
leveraging impact investing where people
need it the most.]

Charity Navigator rating, list of other prestigious corporate funders/partners, information
and data about an innovative program, success story of an employee engagement program,
numbers of people served by an AKF institution (number of students graduating from
universities, people served by hospitals, businesses funded by impact investor dollars, etc.),
other impact data
27
Elevator Pitch
Audience 3:
High-Net-Worth
Individuals
Target
Audience
High-Net-Worth
Individuals
What do they
How do we
Making a difference
Galas, charity events Support the Aga Khan

One-on-one or small Foundation through
care about?
in the lives of the less

fortunate through
donations
Being associated with

credible, reputable
strategic partners
Human stories and

proof points
reach them?
group meetings
Top-tier national
media, editorial
media
What do we want
them to do?
financial gifts
Promote the Aga Khan
Foundation among their

peers
Website
External
communications
vehicles (social
media, newsletters,
emails)
28
Elevator Pitch
High-Net-Worth
Individuals

leading poverty solutions networks, and we
help communities around the world build
better futures.
As you know, the cycle of poverty is
enormously complex, but were seeing
success through our unique approach which
focuses on three areas of work: building the
highest-quality institutions like banks and
universities, making long-term investments
to the most innovative programs, and
cultivating local leadership. Because weve
made long-term commitments to work
with communities across Africa and Asia,
weve been able to see firsthand that when
people are strengthened by access to good

education and health, they begin to realize
their potential and drive meaningful change
that lasts for generations to come.
Right now, were committed to over 200
projects in 30 countries around the world,
and we have so much more to do. With
your support, we can make a lasting impact
together. Can I get your card so I can send
you some more information? Id love to tell
you about [fill in with relevant personal,
emotional success story]. OR Can I connect
you with [insert relevant staff person] to learn
more about [fill in precise ask for person.
Ex: Can I connect you with Karim Juma,
our associate director of donor services,
to learn more about how you can support
communities in building better futures?]

Charity Navigator rating, personal stories of impact, numbers of people served by an AKF
institution (number of students graduating from universities, people served by hospitals,
businesses funded by impact investor dollars, etc.), list of prestigious partnerships, other
impact data
29
Elevator Pitch
Audience 4:
Ismaili
Community
Target
Audience
Ismaili
Community
What do they
How do we
Supporting
Materials distributed Gain better
care about?
communities abroad
Human stories
reach them?
and displayed at
events
Outreach from
volunteers before/
during/after events
The Aga Khan
Foundation Walk/Golf
Events
External
communications
vehicles (social
media, newsletters,
emails)
Website
What do we want
them to do?
understanding of the Aga

Khan Foundation and its
objectives as a poverty
solutions network
Promote the Aga Khan
Foundation approach
and success stories to
friends and colleagues
outside the Ismaili
community, especially
HNWI
Engage with the Aga
Khan Foundation through

its various social media
platforms (like, follow,
retweet, share, reply,
mention) and events
Volunteer for the

Foundation
Support the Foundation

through financial gifts
30
Elevator Pitch
Ismaili
Community

leading poverty solutions networks, founded
by his Highness the Aga Khan, and we help
both Ismaili and non-Ismaili communities
around the world build better futures.
Think about what makes a community thrive.
Reliable hospitals, schools and community
centers. Flourishing economies. Informed
and engaged people who are able to shape
their own futures. Without these things,
families remain stuck in a cycle of poverty.
The Aga Khan Foundation is breaking the

cycle. Right now, we are committed to over
200 projects in 30 countries around the
world, and we have so much more to do.
With your support, we can build a better
future together. If youre interested, Id love
to connect you with [insert relevant staff
person] so you can learn more about [fill in
precise ask for person, Ex: Can I connect
you with Aziz Valliani, the chair of our
National Committee, so you can learn more
about how to get involved with the Aga
Khan Foundation].

Personal stories of impact, Charity Navigator rating, numbers of people served by an AKF
businesses funded by impact investor dollars, etc.)
31
Elevator Pitch
Added
Audience:
Corporate
Sponsors
Target
Audience
Corporate
Sponsors
What do they
How do we
Increasing brand
Identify corporations Support AKF events
care about?
loyalty
Marketing and
promotional
opportunities
Targeting a niche
market
Opportunities for
staff engagement
Positive public
relations
reach them?
that fund events
similar to AKFs
events
Sponsorship
packages
Cold calls
Industry conferences
Leverage personal
What do we want
them to do?
through event
sponsorship and in-kind
Introduction to corporate
foundations
Corporate champion
relationships and
those of colleagues
Brand differentiation Social media such as

LinkedIn
Creating awareness
of products and
services
Promote community
responsibility
Opportunities for
the public to sample

products
32
Elevator Pitch
Corporate
Sponsors
Hi. Im __________ and I [fill in the blank with title/
the opportunity to highlight brand differentiation.
role] at the Aga Khan Foundation. Were a member
Thanks in part to our sponsors our events increased
of the Aga Khan Development Network, one of the
our sponsors promotional opportunities to more than
worlds leading poverty solutions networks, and we
30,000 consumers a year and a combined social media
help communities around the world build better futures.
reach to almost 10,000. Can I get your card so I can

send you some more information? Id love to tell you
Our unique approach has three components: we
more about [insert relevant success story: Ex: Major
build the highest-quality institutions like banks and
sponsor like Coke whose sponsorship satisfaction
universities, we make long-term investments to the
led to the corporation increasing their sponsorship
most innovative programs, and we cultivate strong
by 92 percent in one year.] OR Can I connect you with
local leadership. In the United States our activities
[insert relevant staff person] so you can learn more
bring visibility to the issue of global poverty. We work
about [fill in precise ask for person. Ex. I know you
closely with small businesses and corporate sponsors
have several new products coming out this year and
across the country to host events that increase the
also acquiring XYZs subsidiary Can I connect you
awareness and financial resources that improve living
with Todd Pittman? Todd is our manager of resource
conditions and opportunities for all people. Were
development and fundraising and can speak more to
proud to have sponsors like The Coca-Cola Company
how our events are increasing sponsors brand loyalty
that have respect for the commitment the Aga Khan
and providing the opportunity for staff engagement
Foundation has to improve the quality of life. Whether
while leveraging the awareness from sponsorships
its Coke or Duncan Brands our events get our
where people need it most.].
sponsors in front of a niche market and they provide

Personal stories of impact, Charity Navigator rating, numbers of people served by an AKF
businesses funded by impact investor dollars, etc.)
33
Clear Communications Checklist

Does this communication start at a high level?
Is this process-oriented or results-driven?
Does it need to appeal to a specific audience?
Does it tell an engaging story?
Does this use core messaging?
Does this provide anecdotal or data-based proof points?
Have you described impact?
Is there a clear call to action?
34
Brand Guidelines
Brand Toolkit
35
Logo
The Aga Khan Foundation logo is part
of the Aga Khan Development Network
family. it should not be altered in anyway
and presented proudly as part of our
enduring legacy.
PRIMARY MARK
An agency of the Aga Khan Development Network
Where possible, the logo should appear

with the tagline as part of its strategic
positioning.
An agency of
HORIZONTAL APPLICATION
An agen
36
Logo Versions
An agency of the Aga Khan Development N
REVERSE LOGOS
The reverse white logo may be set on any

solid color, as long as the logo is clearly
separated from the background.


An agency
of the
Khan
Development
Network
An agency
of Aga
the Aga
Khan
Development
Network
BLACK AND WHITE LOGOS

B+W versions of the logo should only be
used when color is not an option. Use
the logos displayed here in solid black
& white, not a color logo converted to
grayscale.





An agency Network
An agency Network
An agency of the Aga Khan Development
An agency of the Aga Khan Development
37
An
Logo Dos and Donts

Each element has been crafted to work
in concert to achieve a whole whose
sum is greater than its parts. Maligning or
otherwise altering an aspect of the logo
in its entirety adds confusion and dilutes
brand equity. Make special attention to
care for the brand and build its presence.
UNACCEPTABLE USES
Do not move, change or

scale any elements
Do not crop or rotate the

logo
Do not change the colors in

the logo
ga
eA
Do not distort or stretch

the logo
op
vel
De
ork rk
tw two
Ne Ne
nt ent
e
m m
lop lop
eve eve
n Dan D
a
Kh Kh
ga ga
eA eA
f thof th
o
cy y
en nc
ag age
An An
An
cy
en
ag
th
of
n
ha
ork
etw
tN
n
me
Do not alter the appearance

with special effects [like
drop shadow]
A member of the Aga Khan Development Network
Do not place the logo over

busy backgrounds that do
not offer enough contrast
38
Logo File Types

GUIDE TO LOGO FILES
This section provides an overview of the
logo file formats available for your use.
Use this chart to help you determine which
logo file you require based on your project
needs.
File Type
.EPS
Usage
Ideal for printed pieces.

This file type will have a transparent background and
can be expanded to any size without pixellation or other

quality loss.
Not suitable for web.

.PDF
Good for print and MS Office applications (Word,

Powerpoint, etc).
This file type will have a transparent background.
. JPG
Good for print and MS Office applications.

This file type will have a transparent background.
.PNG
Good for web and and MS Office applications .

This file type will likely have a transparent background.
39
Color Palette
It is important to maintain a consistent
appearance of the logo and all visual
communications across various media
types and materials.
Using colors consistently in all
communications will strengthen
brand recognition, create impact and
differentiate our brand.
All colors are featured here with
specifications for a variety of on- and
offline applications.
GREEN
BLACK
WHITE
GREY
PMS 354
CMYK: 81/0/92/0
RGB: 0,177,64
HEX: #00b140
CMYK: 0/0/0/100
RGB: 0,0,0
HEX: #000000
CMYK: 0/0/0/0
RGB: 255,255,255
Hex: # ffffff
PMS Cool Gray 11

CMYK: 3/3/0/64
RGB: 88,88,91
HEX: #58585b
PRIMARY COLORS
The primary brand colors are pulled
directly from the AKDN parent brand and
are used to build brand equity at every
point of communication.
40
Color Palette
SECONDARY COLORS
As a counterpoint to the brand colors of
the primary palette, the secondary colors
expand and add depth. Rich and fullbodied, they provide a solid infrastructure
upon which the AKF logo can move.
GOLD
YELLOW
LT. GREEN
DK. GREEN
PMS 457
CMYK: 0,16,75,27
RGB: 187, 158,47
HEX: #bb9e2f
PMS 1225
CMYK: 0, 22, 73, 0
RGB: 255, 200, 69
HEX: #ffc845
PMS 376
CMYK: 23,0,84,24
RGB: 149, 193, 31
Hex: #95C11F
PMS 349
CMYK: 90,12,95,40
RGB: 4, 106, 56
HEX: #046a38
41
Typography
MOST APPLICATIONS
While the font in the Aga Khan Foundation
logo is Bodoni Std, we use Proxima Nova
for headlines and body copy.
Proxima Nova is versatile, flexible, and
comes in several styles. Its available for
both Mac and PC platforms.
PROXIMA NOVA
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!?@#$%^&*()_+{}|;/
Proxima Nova Regular
Proxima Nova Italic

Proxima Nova Bold
Proxima Nova Bold Italic
42
Photography
PEOPLE FOCUSED
EXAMPLES
The Aga Khan Foundation is about

impacting real people in real situations.
Our imagery should reflect this. Dynamic,
colorful, high-impact images that connect
our programs with the people they help.
Work to make imagery complement or

highlight our message. When working with
photography, adhere to all copyright and
rights specifications.
43
Graphic Direction
The Aga Khan Foundation connects
people such that together, we are
stronger and can make a greater impact
in the world around us. Our graphic
approach visually manifests this idea
by using simple elements which, when
combined, form a relationship to create
an impact greater than its parts. Strong
geometric shapes, layered transparency,
a creative use of negative space.
+
We call this graphic approach:
TOGETHER
LOREM IPSUM ALET

Ende rem alique non etusa di omnis
ex eos nonem excesen delecti
nullique quosaectem. Dam facero
omnimus. Ibusam qui debita inisi del
inturepedit laboria estrum volum.
When shapes are used in concert, they

overlap with translucency, weaving
together a rich tapestry of powerful
graphics that add visual interest and
intrigue into any layout.
An equilateral rectanglar tile set on a 45 axis

introducs a sense of direction, visually conveying
the idea of investment and impact. These tiles
can be used flexibly to frame images and text.
Creative layering and traspareancy

forms dynamic ways to display
images in print or online layouts.
44
Graphic Direction
SAMPLE PRINT LAYOUTS
SAMPLE LETTERHEAD
SAMPLE ONE-PAGER
Ficiur, nobit odis sin reperum quis modipitatur,

cus sequid excerio berferi beatem.
Ende rem alique non etusa di omnis ex eos nonem excesen delecti nullique quosaectem.
LOREM IPSUM ALET

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nonem excesen delecti nullique quosaectem.
Dam facero omnimus. Ibusam qui debita inisi del
inturepedit laboria estrum volum.Epudipsus aut
abo. Ita sam, officiet pa sincid maiorem perspe-
dis es vendel et fuga. Atia volori
corunt volupta

NULLIQUE QUOSAECTEM
QUIANDAE PRO TE VEL
1825 K St., N.W.

Suite 901
Washington, D.C. 20006
Telephone: 202.293.2537
Facsimile: 202.785.1752
Email: info.akfusa@akdn.org
Vel impor molestet veribus aut isquat doluptas et ea sed quatur,

invel magnatasped et laborrum natur.
45
Graphic Direction
COVER
INSIDE
SAMPLE TRIFOLD BROCHURE

Ficiur, nobit odis sin reperum quis
modipitatur, cus sequid
excerio berferi beatem.
ENDE REM ALIQUE NON ETUSA DI OMNIS
Ende rem alique non etusa di omnis ex eos nonem

excesen delecti nullique
quosaectem. Dam facero
omnimus.
OVIDENIMUS CONECTIO
CUSAPERO ES ALIBUS
Everum nem fugitius voloreped
quam, nobit everum nonse non
rectur aut officiam alibus.
Ibusam qui debita inisi

del inturepedit laboria
estrum volum as remolor
eperchilitio vel eversperia
quat qui dolum sim ullam
expella tusam, qui.
andae pro te vel min num
que nobis vitinum endi officim quodis quam am, coration reperit eos et autem
reicien imperum ut periate
sequiam, omnimendem
accusandi.
Qui dolorecae porem

remperume coreptasit et
labo. Nem eat. Epudipsus
M
E
I
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M
LLO
Q
UI T aut abo. Ita sam, officiet
OREMUSSO
QU
O
U
A
U
S UM
QU ATpa sincid maiorem.
IP
IPS ITA
NIS
ISII QU
D
BITAN
DEEB
Ficiur, nobit odis sin reperum quis modipitatur, cus sequid

Ende rem alique non etusa di omnis ex
eos nonem excesen delecti nullique
quosaectem. Dam facero omnimus.
Ibusam qui debita inisi del inturepedit
laboria estrum volum as remolor eperAn agency of the Aga Khan Development Network
chilitio vel eversperia quat qui dolum.
Asim ullam expella tusam, qui.

andae pro te vel min num que nobis
vitinum endi officim quodis quam am,
coration reperit eos et autem reicien
imperum ut periate sequiam, omnimendem accusandi.
Vel impor molestet veribus aut isquat

doluptas et ea sed quatur invel magna.
SAMPLE POSTCARD
FRONT
BACK
OVIDENIMUS CONECTIO CUSAPERO ES ALIBUS

FICIUR, NOBIT ODIS SIN
REPERUM QUIS MODIPITATUR.
OVIDENIMUS
CONECTIO CUSAPERO
ES ALIBUS
Everum nem fugitius
voloreped quam, nobit
everum nonse non rectur aut
officiam alibus.

Dam facero omnimus.
1825 K St., N.W.

Suite 901
Washington, D.C. 20006
Telephone: 202.293.2537
Facsimile: 202.785.1752
Email: info.akfusa@akdn.org
Ibusam qui debita inisi del inturepedit laboria

estrum volum as remolor eperchilitio vel
eversperia quat qui dolum sim ullam expella
tusam, qui.
andae pro te vel min num que nobis vitinum
endi officim quodis quam am, coration reperit
eos et autem reicien imperum ut periate
sequiam, omnimendem accusandi.
46
Graphic Direction
SAMPLE SHARE GRAPHICS

LOREM IPSUM
ALET ALIQUE
SAMPLE WEBSITE LAYOUT
The hero area uses overlapping tile

shapes to frame an image in a striking way.
The layout also uses full-page images and
graphic elements to delineate sections
and create interesting backgrounds and
text areas.
OVIDENIMUS CONECTIO
CUSAPERO ES ALIBUS
Everum nem fugitius voloreped

quam, nobit everum nonse non
rectur aut officiam alibus.
LOREM IPSUM
ALET ALIQUE
FICIUR, NOBIT ODIS

SINF REPERUM QUIS
SCROLLING VERTICAL HOMEPAGE
LOREM IPSUM
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inturepedit laboria estrum volum. Epudipsus aut
abo. Ita sam, officiet pa sincid maiorem perspedis
es vendel et fuga. Atia volori corunt volupta.
Ovidenimus Conectio
Cusapero Es Alibus
LEARN MORE
FICIUR, NOBIT ODIS

SINF REPERUM QUIS
Ende rem alique non etusa di omnis ex eos.

Ficiur, nobit odis sin reperum quis modipitatur, cus sequid
Epudipsus aut abo.

Ita sam, officiet
CONTACT
SIGN IN
47
Volunteer Social Media Style Guide

As we unveil our new brand to the
world, consistency and clarity are key.
It is important that we take a cohesive
approach to social media. This section
outlines what each regions profile picture
and naming convention should be, as well
as some graphic suggestions.
Weve designed a wordmark profile picture for social media accounts. To accommodate the logo
restrictions, we came up with an elegant and clear way to mark AKF volunteers on social media.
Above are two social media cover image options. These are suggested designs and we
encourage you to be creative in this space. If you use the AKF symbol on a self-created image,
please be sure to send it to the DC office before posting.
48
Volunteer Social Media Style Guide

Facebook Conventions:
Facebook Name: Aga Khan Foundation
Volunteers - [Region]
For Example: Aga Khan Foundation
Volunteers - Northeast
Organization Type: Non-profit
Short Description: Aga Khan Foundation
Volunteers raise awareness & funds for the
Foundation, helping communities across
Africa & Asia build better futures together.
Company Overview: The Aga Khan
Foundation (AKF) is a private, nondenominational, not-for-profit international
development organization committed to
helping communities across Africa and Asia
build better futures together. We establish
deep partnerships with local nonprofits,
businesses, governments, and community
leaders based on a shared vision of
prosperity for all. Working closely with our
partners, we make long-term commitments
to innovative programs that improve quality
of life, from early childhood education to
green space preservation. By building

lasting institutions, making long-term
investments, and cultivating strong local
leadership were able to build sustainable,
meaningful change.
The Foundation is a member of the
Aga Khan Development Network (www.
facebook.com/akdn), one of the worlds
leading poverty solutions networks,
established by His Highness the Aga Khan.
The Network partners with communities
and individuals, often in disadvantaged
circumstances, to improve living conditions
and grow opportunities. The Networks
agencies work for the common good of all
citizens, regardless of their gender, origin,
or religion.
Twitter Conventions
Twitter Handle: @AKFVol[Region]
Twitter Bio: Aga Khan Foundation
Volunteers raise awareness & funds for the
Foundation, helping communities across
Africa & Asia build better futures together.
We are stronger together, and in a world

where there are more differences and
conflicts than ever before, now is the time
to build a better future together. AKF is a
non-profit, tax-exempt organization under
section 501(c)(3) of the Internal Revenue
Service code.
49
Final Thoughts
Questions? Comments?
GERALDINE SICOLA
Please contact:
Director of Communications &

Resource Development
geraldine.sicola@akdn.org
202-293-2537 ext. 106
MARTHA SIPPLE
Communications and
Public Affairs Manager
martha.sipple@akdn.org
202-293-2537 ext. 105
EMILY HONSTEIN STANTON

Communications Officer
emily.stanton@akdn.org
202-293-2537 ext. 142
50

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BRAND GUIDELINES | 2015

define the space that you occupy and clearly

completed an extensive research process in

identify your distinct traits. After performing

order to gain a sophisticated understanding

a media and digital audit, we analyzed how

of the Aga Khan Foundation USA. Our goal

your story was currently being told to the

was to equip your staff with common, concise

public and made some recommendations

and compelling language that speak to what

as to how to better capture the unique

the Aga Khan Foundation is about.

approach and human impact of your story.

An in-depth research and discovery

We hope that the new messaging and

process, starting with numerous stakeholder

graphic direction contained in this brand

interviews, enabled us to gather tremendous

guidelines accurately reflect your goals

insight into the elements people inside and

and uniquely position you to grow and gain

outside of the organization consider most

central to your brand. A landscape analysis

| B RA ND GUID E L INE S | 201 5

The AKF Brand

A brand is the promise you make to your

| B RA ND GUID E L INE S | 201 5

The brand elements contained within this

Elevator Pitch by Key Audiences

| B RA ND GUID E L INE S | 201 5

Logo Dos and Donts...................... 37

How to tell the AKF story

| B RA ND GUID E L INE S | 201 5

Messaging pillars are clean, simple

The following are the five recommended

Messaging Pillars | Invest

| B RA ND GUID E L INE S | 201 5

Messaging Pillars | Together

Improving living conditions and

Harness the best from people of

| B RA ND GUID E L INE S | 201 5

all walks of life

Messaging Pillars | Purpose

| B RA ND GUID E L INE S | 201 5

Messaging Pillars | Own

Communities are participants in

their own development

rooted in local society

| B RA ND GUID E L INE S | 201 5

Every brand begins with a story. The

The Aga Khan Foundation is an organization

is a short, simple idea that helps to

tells your story. A combination of several

The Aga Khan Foundation Narrative

| B RA ND GUID E L INE S | 201 5

from early childhood education to green

At the Aga Khan Foundation, we believe

| B RA ND GUID E L INE S | 201 5

At the same time, messages do not

The Aga Khan Foundation helps communities around

We are a member of the Aga Khan Development

Reliable hospitals and schools, flourishing economies