Amnesty International Canada

Brand Hub

Welcome to the Amnesty International Canada Brand Hub – your go-to space for everything related to our unique Canadian brand identity. Here you’ll find assets, guidelines, and resources designed to help staff, volunteers, and partners create consistent, powerful, and distinctly Canadian communications.

  • Amnesty International

This visual identity guide is a practical tool for maintaining a strong and consistent brand identity, helping people recognize and connect with us. The guide shows how to use key elements of our visual brand – colours, typefaces, logo – correctly.

Mission

Our mission is to undertake research and action focused on preventing and ending grave abuses of human rights.

Vision

We have a vision of a world where everyone can enjoy the human rights enshrined in the Universal Declaration of Human Rights and other international human rights mechanisms.

Tone

Our brand voice is personal, dynamic, bold, innovative, empathetic, inspiring, and authentic—capturing both the urgency of human rights work and the hope for change.

Values

Our core values reflect our commitment to a global community united in defending human rights: international solidarity, action for individuals, global reach, the universality and indivisibility of rights, impartiality and independence, and mutual, democratic respect.

History

Amnesty International was founded in 1961, originally focusing on prisoners of conscience, with the remit widening in the 1970s to include miscarriages of justice and torture. Now our research and campaigning covers a broad spectrum of human rights issues with more than ten million members and supporters around the world.

The Amnesty Candle was designed by Diana Redhouse and was inspired by the Chinese proverb, ‘Better to light a candle than curse the darkness’.

Logo & Icon

The consistent and intentional use of our logo means it can go beyond being a recognizable symbol and become an emblem of inspiration for people who share our vision of creating a better world. Rooted in our legacy of quality research and bold campaigning, it symbolizes the collective strength of our organization to challenge the status quo and propel us toward a more just and compassionate world. By incorporating our logo consistently, we reinforce not only the trust we have earned but also the belief that, united, we can make a tangible impact.

Full Logo

Black on Yellow is our preferred logo and should be used wherever possible. The logo consists of three elements; wordmark, the candle symbol itself, and the box.

The box around the logo is a crucial design element, containing the word mark and candle. This enclosure ensures a unified presentation, visually locking these elements together in a cohesive, memorable and impactful logo.

Download Amnesty Logos
Amnesty International
Amnesty International
Amnesty International

The Candle

The candle element can be used separately from the full logo, but it should be seamlessly integrated into the layout from the outset, not added as an afterthought. While the candle’s shape should remain the same, there are many creative ways to incorporate it.

Download Amnesty Candle

How to use the logo

Clearspace & Size

The logo clear space is the area around the logo that must be kept free of other graphic elements such as typography or busy elements of the image. The height of the ‘flame’ in the candle symbol is used to define the logo clear space area. The logo should be at least 1.5 inches wide for clear readability.

What to do & what not to do

  • The logo should act as a signature and not compete in size with any message on the same page.
  • The logo should always be less than half the size of the main message in the content but always stay legible.
  • The minimum gap between the logo and design edges must be at least the candle flame’s size.
  • Use logo the logo on a contrasting background.
  • Don’t change the logo colours.
  • Don’t change the size or positioning of any of the logo elements.
  • Don’t change the proportions of the logo.
  • Don’t rotate the logo.
  • Don’t change the spacing and positioning of the elements in the logo.
  • Don’t outline the box around or create transparencies in the logo.
  • Don't place the logo over a background of the same colour.

We prefer that the Wordmark be placed in the bottom right corner unless it is required to be positioned in any other corner due to image, language, design preference, or other constraints. Please avoid having it bleed off the edge of the design. Please ensure that these are used following our terms of use.

Terms of use

Colour Palette

Here are the colours to use with AICES brand collaterals. We have created Amnesty colour swatches in CMYK and RGB, which can be added to your default swatches in Photoshop, Illustrator, and InDesign. The palette is organized into primary, secondary, and tertiary colours, giving you flexibility while maintaining brand consistency across all materials.

Download Colour Swatches

Primary

Amnesty Yellow

CMYK 0,0,100,0
RGB 255,255,0
Hex #FFFF00

Black

CMYK 0,0,0,100
RGB 0,0,0
Hex #000000

White

CMYK 0,0,0,0
RGB 255,255,255
Hex #FFFFFF

Secondary

Bubblegum Pink

CMYK 0,63,49,1
RGB 252,92,128
Hex #FC5C80

Cornflower Blue

CMYK 68,39,0,4
RGB 79,151,246
Hex #4f97f6

Burnt Orange

CMYK 0,46,100,6
RGB 239,130,0
Hex #ef8200

Tertiary

Dark Warm Grey

CMYK 0,14,15,72
RGB 72,62,61
Hex #483e3d

Mid Warm Grey

CMYK 0,6,8,47
RGB 136,128,125
Hex #88807d

Light Warm Grey

CMYK 0,3,3,27
RGB 186,180,180
Hex #bab4b4

Minimal Grey

CMYK 0,0,0,11
RGB 228,228,228
Hex #e4e4e4

Campaign colours

For global campaigns such as Write for Rights, each of the 10 cases may have a different colour.

Thematic work, like abortion rights, may use colours associated with the relevant human rights issue. However, the core brand colours should still be present, and the logo colour should remain unchanged.

Typography

Our typographic styles convey distinct voices therefore maintaining consistency is crucial. Wherever possible they should be used in all our communications, video, web, or print, to build our brand and help unify the movement.

The condensed fonts are used for headings and accent text, and the regular, light, and bold fonts are used for body or other accent text.

If you are working for Amnesty International you have permission to use our typeface. If you are contracted by Amnesty International please get in touch with your contact and ask them to download it for you.

If you are a student or working on a self-initiated project please use a similar free font Roboto or any other version of Trade Gothic.

Amnesty Trade Gothic
Alternative Font

Amnesty Trade Gothic Condensed

Bold Condensed No. 20

Bold Condensed No. 20 Oblique

Bold Condensed No. 20

Bold Condensed No. 20 Oblique

Amnesty Trade Gothic Condensed

Bold & Bold Oblique

Roman & Roman Oblique

Light & Light Oblique

Icons

Download Activism Icons
Download Climate Change Icons
Download Conflict & Justice Icons
Download Healthcare Icons
Download Human Environment Icons
Download People Icons
Download Research & Productivity Icons
Download Technology Icons

Additional Amnesty International Canada

Templates & Tools

Social Media Templates

If you are outside of the Amnesty Organization and would like access to the templates, please contact hello@amnesty.ca.

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AICES Branding Guidelines

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AI House Style

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Amnesty International House Style

This operational policy contains Amnesty International’s International Secretariat’s house style. There are multiple reasons for following house style. Consistently using house style helps produce clear and coherent outputs that reflect our work’s professionalism, accuracy, and impartiality, allowing our audience to concentrate on our message. It also aids the readability of our outputs, many of which are consulted by people whose first language is not that of the text they are reading.

In addition, given the importance of multilingualism in spreading Amnesty International’s message and our organizational culture and being mindful that most of our outputs will be translated into other languages, adhering to these guidelines will facilitate the work of our translators.

Finally, it reinforces the idea that Amnesty International speaks with one voice.

View Full Amnesty Brand Hub

TIP: If you’re in an Amnesty group, you could designate one group member to help with your communications materials and ensure that everything is consistent.

Terms of use

The “Amnesty International” words and the Amnesty candle and barbed wire logo (the “Amnesty Marks”) on this webpage are internationally recognised trademarks belonging to Amnesty International Limited, based in the UK. You may only use the Amnesty Marks on all of the following conditions:

  • The Amnesty Marks are used only in accordance with the guidance on this webpage;
  • The Amnesty Marks shall be used purely for referential and non-commercial purposes;
  • The Amnesty Marks shall be used only for the purpose of onward publication or other dissemination of authorised Amnesty International publications available on this website;
  • You do not use the Amnesty Marks in any way that could indicate or create the impression that Amnesty International endorses, approves, sponsors or is affiliated with any products, services or goods available including via your own website and/or social media;
  • The Amnesty Marks are not combined with any other graphic elements or altered in any way other than as set out on this webpage;
  • The Amnesty Marks do not appear any more prominently than your own logos or company name;
  • The Amnesty Marks remain the exclusive property of Amnesty International, and by using the Amnesty Marks, you agree that you shall not, in any way whatsoever, register or attempt to register the Amnesty Marks, or challenge the same;
  • You use the Amnesty Marks in the context of our publications in accordance with our Permissions.

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