Typography
IFAD’s typographic style is strong, clear and simple. Distinctive, well-designed typography strengthens and adds character to our communications.
Print communications
For these types of communications, the ITC Giovanni and Helvetica Neue font families have been chosen as the primary typefaces. The two typefaces allow for flexibility and creative expression in text and display. Their consistent and extensive use enhances and builds the IFAD identity and is an integral part of the corporate visual identity.
In-house communications
For Microsoft users, Arial, Times New Roman and Verdana are the fonts used for materials produced in-house (such as letters, memorandums, faxes).
However, there are additional typefaces and computer fonts packaged with Microsoft and Apple software applications and many PostScript computer printers that may also be used for internal communications.
However, there are additional typefaces and computer fonts packaged with Microsoft and Apple software applications and many PostScript computer printers that may also be used for internal communications.
- Introductory text, paragraphs and quotations can be highlighted to serve as a summary of the content or key messages.
- Body copy is most legible and visually pleasing when it is justified left and unjustified right. Wherever possible, avoid justifying text (aligning it to the margins on the right and the left).
- Unnecessary graphic elements should be avoided as they distract from the message. Avoid typographic clutter.
- Allowing sufficient white or clear space enables important text to stand out on the page.
Tips on typography and effective design
Print materials need to be legible and visually interesting to draw in the reader. Although it is impossible to design something that is accessible to everyone, our communications should appeal to as many people as possible while also being creative and visually distinctive. We recommend the following:
- Type size. It is impossible to establish a specific standard type size since many factors affect legibility. For text, font size is usually 9.5 point: however, smaller typefaces are permissible if appropriate for a targeted audience. The point size used for footnotes can be much smaller than the font used for text.
- Capital letters. These are harder to read than lowercase letters, so it is best to minimize their use. Italics. They are also more difficult to read, especially for partially sighted people, and should be used only for foreign terms. For adding emphasis, use bold type or a strong colour.
- Leading. This is the vertical space between one line of type and the next from baseline to baseline. If leading is too wide or too narrow, the text is difficult to read. As a basic rule, the leading should be a minimum of 2 point sizes larger than the type size.
- Word spacing, letter spacing and horizontal scaling. Changing the space between letters or words and altering the proportions of the letters (horizontal scaling) should be avoided, as too little or too much space between letters or words can make text illegible.
- Alignment. The most legible text is aligned at the left margin, and left ragged or unjustified to the margin on the right. Fully justifying text (aligning it to the margins on the left and the right) results in horizontal scaling, which is hard to read.
- Contrast. There should always be high tonal contrast between the text and the background it is printed on. Contrast is greatest in combinations of dark and pale colours.
- Reversing out copy. This is text in which light letters appear on a dark background. The background colour should be as dark as possible. White copy reversed out of a very dark colour or black is the most legible. Careful attention should be paid to type size and light weights of type to ensure copy is always legible.
- Copy on images. Setting text on an image can make it difficult to read. The background must always be even in tone and allow good contrast; it can be retouched if necessary.
- Design. Effective and accessible design is clean, simple and uncluttered with good visual navigation.
Tips on using colour
IFAD communications materials can be produced in a range of colours, depending on their geographic focus. Reports, publications, posters and other products that are global or cross-regional in scope use IFAD’s ‘corporate’ blue, while region-specific materials use colours that have been selected to represent each of the five IFAD regions.
IFAD blue #003870 Pantone 294 C 100% - M 85% - Y 20% - K 15% R 31% - G 54% - B 113% |
Latin America and the Caribbean #3bae15 Pantone 362 C 75% - M 10% - Y 100% - K 0% R 67% - G 159% - B 53% |
Asia and the Pacific #df0221 Pantone 186 C 0% - M 100% - Y 80% - K 15% R 202% - G 9% - B 40% |
Western and Central Africa #eb5400 Pantone 166 C 5% - M 80% - Y 100% - K 0% R 225% - G 78% - B 18% |
East and Southern Africa #f59400 Pantone 144 C 0% - M 50% - Y 100% - K 0% R 243% - G 146% - B 0% |
Near East and North Africa #11b5d5 Pantone 362 C 90% - M 0% - Y 20% - K 0% R 0% - G 178% - B 205% |