Brand Book — Visual Identity
Logos
MEET THE AMAZI WATER LOGO
THE CROSS
Rooted in Christ and working with nationals to provide a service to those who need it most, we understand the environment we work in and want to leave a sustainable legacy. The cross, at the center of the Gospel, proudly appears within our identity.
COLOR
Our colors are blue, representing water — the buckets and jerry cans in Burundi are also blue. The white underscores our commitment to transparent processes and no hidden agenda.
SIMPLE
The simple application shows pragmatism as we get the job done. The brand is easy to print and embroider. Map of Africa with tap and water drop on Burundi.
VISUAL ELEMENTS
Visual elements have clean lines and shapes that aid in an uncluttered presentation of visual information. Textures are gritty, reflecting the Burundian culture’s nature: courageous, conscientious, perseverant, resilient, and passionate, in addition to the physical circumstances many of those we serve face. This texture is expressed in various ways, such as when selecting paper, where we choose matte instead of glossy/shiny finish.
Agreement for Logo Use
Our Logo — Primary and Secondary
Our Logo — Variations
Grayscale
Monochrome Dark
Monocrome White
Our Logo — Size and Space Specifications
Our logo requires appropriate “clear space,” the immediate area surrounding our logo, to achieve maximum visibility. Clear space should remain free of other graphic elements such as headlines, text, imagery, and the outer edges of printed or digital materials.
Minimum clear space is defined by the height of the water droplet in the logo. Surrounding graphic elements may never be placed within this safe area. The logo may not be placed closer that this clear space zone to the edge of a page or the edge of a background photo or color.
To maintain legibility and reproductive ease, never reproduce our logo smaller than the sizes indicated below:
- Print applications: 1/2 inch width
- Onscreen applications: 54-pixel width (stacked) or 72-pixel width (horizontal) at 72 dpi resolution.
If a logo is ever used vertically (water bottles, for example), the writing should always point up with Africa at the top.
Clear Space Zone Specifications
Our Logo — Common Usage Mistakes
These are examples of incorrect logo modifications and uses.
Do not alter the size or placement of the elements.
Do not alter the colors of the logo.
Do not use place on colors outside of the Amazi color palette.
Do not alter the logo so that there is no water droplet in it.
Do not present the logo at different angles.
Do not place the color logo on a background that uses one of the logos colors.
Do not use any variation of the logo that does not include the trademark symbol (™).
Do not violate the clear space zone described above.
Do not merge or combine the Amazi logo or logo elements with any other logo.
Colors and Visual Elements
Primary Color Palette
Complimenting Amazi Water’s blues are neutral and minimal colors that prioritize clarity, readability, and functionality. This earthy color scheme borrows its flavor from elements found in Burundi.
Turaco Blue
Hex: #44669A
RGB: 69 / 102 / 154
Amazi Blue
Hex Code: #7391B8
RGB: 115 / 145 184
Karera Mist
Hex Code: #D6DCE4
RGB: 214 / 220 / 228
Secondary and Seasonal Color Palette
Savannah Green
Hex Code: #44669A
RGB: 107 / 111 / 89
Elephant Skin
Hex Code: #ADAF9C
RGB: 239 / 235 227
Ivory Tusk
Hex Code: #EFEBE3
RGB: 239 / 235 227
Burundi Tea
Hex Code: #A7744F
RGB: 167 / 116 / 179
Sahara Sand
Hex Code: #F1D5AA
RGB: 241 / 213 / 170
Red Clay
Hex Code: #D6DCE4
RGB: 212 / 86 / 48
Water for All Lockup
This phrase is central to the Amazi Water mission. The particular layouts shown here are a lockup that can be used in the footer of most documents, PowerPoint presentations, and photos. It can be used in any of the approved colors. Ready-made graphics of the lockup and footer are available for download.
Color,
transparent for light backgrounds
Dark Grayscale,
transparent for light backgrounds
Light Grayscale,
transparent for dark backgrounds
Iconography
Icons are produced with color emphasis within the icon and sit on top of a “puddle” of color. This treatment brings visual interest to the graphic while establishing a brand look and feel to each piece. Consistent use of icons is essential to connect images with content.
The Droplet
The droplet can be used for ____________________
The Sub Mark
The logo submark is used sparingly and is a less detailed version of our primary logo that can be used as a tertiary mark similar to a watermark. For example, it can often be used on secondary printed pages to keep our branding in place. Still, when our primary logo isn’t needed on every page, It can also be used as social media profiles, website footers, or favicons. Many photographers use their logo submark as a watermark on their photo proofs.
