In early 2015, the Secretariat began exploring then introducing some incremental changes to the GBIF logo and identity elements. The spark for this activity came from the simple but alarming discovery that the letter ‘G’ on our long-standing earlier logo was not fully reproducible. Other emerging activities offered the opportunity to expand these initial explorations and now continue in a more thorough and ongoing audit of visual styles and other identity elements.
The abiding goal throughout this work has been to make the design of all of our materials—starting with the logo mark and logotype and continuing on into our colour palette, document templates, slides, graphics and reports—simpler, more consistent and more coherent.
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The revisions are largely incremental, but their aim is to:
- Improve the clarity and legibility of the GBIF mark, especially at small sizes
- Establish a clear and consistent system for displaying the mark with GBIF’s acronym, its full name and the website that serves as our primary ‘data product’
- Reduce the complexity and number of typefaces used in print and electronic materials
The alterations made to the 2015 version of the logo specifically involve:
- Increasing the size of the logotype for the acronym ‘GBIF’ in relation to the mark
- Making the primary green color used for the mark one shade darker (Pantone PMS 362 instead of 361, if you’re scoring)
- Enlarging the smaller ‘petal’ in the mark (again, to improve its display at small sizes, such as a favicon or social media button or graphic)
- Systematizing the placement, appearance and hierarchy of display for the acronym ‘GBIF’ and the full name ‘Global Biodiversity Information Facility’, and ‘GBIF.org’
- Establishing consistent rules—as well as clear space requirements—for one-color and reverse-color treatments of the logo