STYLE GUIDE

 

© Rose + Sjölander / Greenpeace

OUR MISSION

We are a diverse movement of people, linked by a desire to protect the Arctic.

We wish to create a sanctuary around the North Pole and a ban on destructive industry across the whole of the Arctic. We think that some parts of our world deserve to be protected for all life on earth.

One of our greatest strengths is the simplicity and power of our message. Let’s communicate it clearly.

Our visual style should be simple, powerful and uncluttered. Let’s echo the clean lines and crystal beauty of the Arctic, but keep things playful, creative and human too.

OUR MOVEMENT IS...

  • CREATIVE

    The world’s moving fast. We’re adapting with it. What’s fresh, different, and surprising?

  • CONFRONTATIONAL

    We're peaceful, but that doesn't mean we're quiet. Speaking truth to power is a big part of who we are.

  • COURAGEOUS

    There are many different forms of bravery, from sending a powerful email to climbing a giant skyscraper. Let’s celebrate them all.

  • CONNECTED

    What happens in the Arctic matters to us all. We’re working across vast distances to protect it, and we’re part of an interconnected movement.

Typography

When creating content for Save The Arctic, the main rule is to make sure it’s easy to read. When in doubt, stick to Save The Arctic and Open Sans Bold for headers and titles and Open Sans regular for body texts.

Sometimes you need a more informal font, for a lighter touch. Below are a couple good ones we’ve used before but try not to use more than two fonts at a time.

 

The lowercase version of the Save The Arctic font has Arctic glyphs embedded in them. These are a great addition but need to be used carefully. Make sure they’re used large enough to be able to make out the graphic and use them sparingly in your titles.

Check out this PDF for useful information on how to use the Save The Arctic font.

 
  • SAVE THE ARCTIC

    FOR HEADINGS, TITLES, ‘TOUGH’ BANNERS

    Download: Save The Arctic

  • SAvE The ARCtIc

    FOR LOGO & PUBLICATION TITLES

    Download: Save The Arctic

  • Open Sans Bold

    FOR SUBHEADINGS, CALLOUTS, ‘SOFT’ BANNERS

    Download: Open Sans

  • Open Sans Regular

    FOR BODY TEXT

    Download: Open Sans

  • Shadows Into Light

    INFORMAL FONT

    Download: Shadows Into Light

  • Levi Brush

    INFORMAL FONT

    Download: Levi Brush

White is a crucial colour in the Arctic. It is snow, ice and light. It should dominate our campaign materials too.

Darker colours can be used to create contrast and boldness, and to pick out the threat of reckless oil companies.

 

Brighter colours taken from the palette here can add life and playfulness to the scene, and signal hope and creativity.

Avoid using bright or artificial colours, especially any that are out of place in the Arctic.

 

PRIMARY COLOURS

  • SNOW

    HEX FFFFFF
    RGB 255 / 255 / 255
    CMYK 0 / 0 / 0 / 0

  • OIL

    HEX 1F262A
    RGB 31 / 38 / 42
    CMYK 78 / 66 / 61 / 68

SECONDARY COLOURS

  • SEAL SKIN

    HEX 8D9C9E
    RGB 141 / 156 / 158
    CMYK 48 / 31 / 34 / 1

  • OVERCAST

    HEX D2DDE4
    RGB 210 / 221 / 228
    CMYK 16 / 7 / 6 / 0

  • POLAR BEAR

    HEX ECEBE3
    RGB 236 / 235 / 227
    CMYK 7 / 5 / 9 / 0

  • DEEP SEA

    HEX 035880
    RGB 3 / 88 / 128
    CMYK 96 / 64 / 29 / 11

  • ICE SHALLOW

    HEX 00B6C2
    RGB 0 / 182 / 194
    CMYK 74 / 3 / 26 / 0

  • BLUE SKY

    HEX B8E4F8
    RGB 184 / 228 / 248
    CMYK 25 / 0 / 1 / 0

ACCENT COLOURS

  • SUNRISE

    HEX F59728
    RGB 245 / 151 / 40
    CMYK 1 / 48 / 95 / 0

  • SUNRISE HOVER

    HEX FFAE17
    RGB 255 / 174 / 23
    CMYK 0 / 36 / 98 / 0

  • SUNSET

    HEX F06E6E
    RGB 240 / 110 / 110
    CMYK 1 / 72 / 48 / 0

  • SUNSET HOVER

    HEX EC4A4A
    RGB 236 / 74 / 74
    CMYK 1 / 87 / 71 / 0

Iconography

Icons offer a common visual language to represent the beauty of the Arctic and the threats it’s facing.

Please use them to illustrate different aspects of the campaign and bring your publications to life.

Save The Arctic icon set pins

 

Images & Videos

One of our greatest strengths is the visual power of the Arctic and the diversity of the movement that we’re building to protect it. Photos, videos and other visual assets are a crucial part of explaining this and grabbing people’s attention.

 
 
DOWNLOAD ALL IMAGES DOWNLOAD ALL VIDEOS

IMAGES

We’ve opened up some of the best images from our library for you to adapt and use, and you can download them below. These are for non-commercial use only, and please ensure that you credit ‘© Greenpeace/ [Photographer’s name]’. For even more amazing images, please visit the Greenpeace photo library.

 
 

VIDEOS

Making a music video about the Arctic? Want to tell a story about the links between melting sea ice and climate change? Download some of our world-class video content and import it into your editing software. This is for non-commercial use only, and Greenpeace must be credited. For more clipreels, check out the Greenpeace Photo Library.

 
 

Disclaimer: By downloading this content I agree to abide by the terms of use governing the use of Greenpeace photo and video content.

 
 

TEMPLATES

LARGE SCALE ASSETS

Banners can be a great way to get your message across. Make sure they're simple, clear and easy to understand, and avoid technical language if you can.
SQUARE BANNER
16:9 BANNER

SMALL SCALE ASSETS

Below are a selection of templates that can help you with other types of communication like leaflets and newsletters. Feel free to adapt them and make them your own.
FLYER
LETTERHEAD
A3 PAPER
A4 PAPER
REPORT

RESOURCES: NOW IT’S YOUR TURN

SHARING

Made something great for the Arctic using this style guide? Please, make sure you share it with us by emailing us and we’ll try to share it!