Dryland Systems Branding Guidelines
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Citation
Tana Lala-Pritchard. (31/3/2015). Dryland Systems Branding Guidelines.
Abstract
The overall objective of this document is to articulate and establish a unique visual identity
and style guidelines for the CGIAR Research Program on Dryland Systems that will be applied
to all printed and digital communications. The consistent usage of messaging, vocabulary, and
visuals across all Dryland Systems communication activities – campaigns and products (print,
online, and multimedia) will help build a strong brand for Dryland Systems with a positive image
and buy-in from its stakeholders. The program’s perception is critical to its overall success – in
terms of on-ground implementation and in mobilizing resources as the program progresses.
To this end (solidifying recognition of the Dryland Systems brand), the new visual design
will provide a clear, comprehensive, and unifi ed visual language for the organization when
communicating externally.
