Logo
Primary Wordmark
Logo Color
Our primary logo should be placed on all official documents by ACHF. When using a white background, use the logo in full color. When an image or any other color of background, use the white logo. In situations where it may be difficult to view the logo on an image because of exposure, black is the best alternative. Do not alter the colors of the logo for any reason.
When designing video projects, use the animated logo. This can be placed either at the beginning or end of a video.
Logo Spacing
Minimum Size
For clarity, our logo should never be reproduced at any size below 0.75″, 72 px, or 20 mm.
Clear Space
The logo should have at least 1/3 of its height above and below in empty space. That same measurement should be applied to the left and right sides.
Icon
Icon Color
Our icon has a lot more flexibility when it comes to alterations and designs. Because of its simplicity, it’s a great icon for social media, shirts, etc. It is also a good basic pattern to design other patterns inside or around. The colors can be changed and are more flexible.
Icon Spacing
Clear Space
The logo should have at least 1/3 of its height above and below in empty space. That same measurement should be applied to the left and right sides.
Alignment
When the icon is placed directly next to text, do not center align exactly. Because our icon is asymmetrically balanced top and bottom, align text slightly higher than center to avoid objects looking unbalanced.
Do Not Defile Our Logo
Our logo is the most valuable possession we have, treat it with the utmost respect.
(examples)
Brand Collaboration
We will often partner with other nonprofits, homes, and government agencies. Our work is built on the work of our communities, and we want to validate your efforts.
When showing our logo next to another organization, use a + in between the two. Our logo should always come second because we are elevating the people around us.
The height of a partner’s logo should not exceed ours, except in the instance of overhanging elements.
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Typography
Typography plays a central role in communicating our brand values: impact, community, and empowerment. The fonts we choose are more than just letters on a page; they embody our values and ensure our message is conveyed with clarity and purpose. Our typography choices—Helvetica, Helvetica Neue Condensed, and PT Serif Pro—reflect our commitment to professionalism, accessibility, and warmth.
Title & Accent
Let's Elevate how the world cares for
Orphaned Children
When to Use Flowchart
Hierarchy
Our Title, Title Accent, and Heading 1 are all very large to help accentuate that feeling of Impact, which is one of the brand values.
Layout & Art Direction
2/3 Ratio
When possible, a ⅓ – ⅔ ratio should be used. This could include the layout of a photo paired with text. Or headings paired with text. Occasionally there will be a need to have elements take up the full width of a project. Or split down the middle. Because of this, it’s a good practice to include 6 columns, which can be divisible by 3 or 2.
Corner Radius
The corner of a shape in a grid should be taken all the way to the middle of the shape, and no further. A good way to check for this is to make one of the squares a circle by rounding all for corners.
When you’re rounding a corner outside of the pattern, do not round it more than ¼ of the width of the overall shape. In fact, more often than not, you should err on the side of less rounded. We want these to still feel rectangular with just a slight rounding.
Photography
We want our photography to feel warm, crisp, and happy. Very rarely will we use imagery that shows children in distress, crying, or hurt. Instances when we do should not be taken lightly.
We want photos that help our audience imagine themselves in the setting they’re seeing. Whether that’s on a trip, at an event, or in an orphanage. Whenever possible, we want our photos to embody the impact our organization has on the lives of children and their caregivers, the empowerment caregivers and children have, and our communities of donors, volunteers, and caregivers.
When possible, use photos from our library first and then resort to stock imagery. If you use stock imagery, be sure to color correct to match our brand guidelines.