PY Corporate Brand Identity 2026

Chapter 01

Source analysis and final alignment

This identity consolidates PY's strategic visuals, profile assets and production rules into one professional system that is recognizable, usable and safe across documents, proposals, reports, presentations, events and digital channels.

Source reviewed	What was retained	Final alignment decision
Strategic Plan 2024-2030	Triangle mosaics, pale background, navy/teal hierarchy, circular diagrams, thematic icons	Use as the visual foundation for strategic and programmatic materials.
PY Organizational Profile 2026	Curved photo bands, H.O.N.E.S.T.Y values, office/registration details, impact/stat sections	Use as the profile/report design language; refine spacing and consistency.
Logo Definition	Dove symbol, PY initials, blue and deep navy master colours, full-name logo rules	Treat supplied master artwork as protected; never rebuild or recolour beyond variants.
PY BI production document	Governance, file management, approval, accessibility, safeguarding, crisis communication	Retain as corporate operating standard.
PY Brand Identity 2026 guide	Cleaner palette, typography, layout rules, social/digital guidance	Use as quick visual guidance and convert into practical samples.

Final design direction

Modern nonprofit identity, not a decorative campaign style
Youth-led and community-rooted with international credibility
White space, strong hierarchy and accessible text
Icons and graphics support meaning, not decoration

What not to do

Do not make the commitment infographic a master identity mark
Do not use UN blue as PY's default icon colour
Do not overfill documents with icons or logos
Do not create new project logos when a program tag is enough

Before-release sample alignment check

Check	Example of correct application
Logo	Full-colour PY logo on white or light mist; white reverse on navy.
Colour	Navy/blue hierarchy with one accent: teal for general, thematic colour for program.
Typography	Lato/Roboto-style clean sans hierarchy; Noto for Urdu/Sindhi.
Iconography	Recoloured PY/UN icons; paired with labels.
Layout	Curved bands, clean grids, circular photo frames, pill labels and footer strips.

Chapter 02

Brand foundation

The promise, values and personality every PY communication must reinforce.

Mission

Participation, Empowerment and Association of Change Enablers — PEACE.

Vision

A Prosperous Peaceful Pakistan.

Tagline

Empowering Youth, Shaping Futures.

Core values — H.O.N.E.S.T.Y.

Holistic, Neutrality, Empathy, Sustainability, Transparency & Accountability, Youth-centric.

Brand idea

Youth leading peaceful, inclusive and sustainable change.

Brand promise

PY creates credible spaces, skills, partnerships and opportunities through which young people and communities can shape lasting change.

Brand personality sample

Trait	Looks like	Sounds like
Youthful	Fresh colour accents, authentic youth imagery, clear call-to-action	Young people are leading solutions in their communities.
Professional	Structured grid, verified data, clean partner bands	During the reporting period, PY facilitated...
Community-rooted	Local photos, accessible language, community context	Together with community members, PY facilitated...
Accountable	Sources, dates, consent, feedback contacts	Data is based on verified attendance records from...

Youth leading peaceful, inclusive and sustainable change.

PY brand essence

Chapter 03

Logo system

The official logo combines a stylized peace dove with the initials PY. The master colours are PY Blue #0071BC and Deep Navy #383658. Always use supplied vector or approved high-resolution files — never rebuild or recolour beyond approved variants.

Primary initials mark

Full-name lockup

White reverse

One-colour navy

Official master marks and use cases

Variant	Use	Background	Minimum
Primary initials lockup	Default mark for reports, banners, stationery and internal templates	White, PY Mist, very light neutral	72px high digital / 18mm print
Full-name lockup	New audiences, donor-facing profiles, formal partner material	White/light neutral or reverse on navy	140px wide digital / 35mm print
White reverse	Dark navy, blue or controlled dark photography	Navy/blue fields only	Same as master mark
One-colour navy or black	Stamps, embossing, single-colour print, photocopying	White/light background	Same as master mark

Logo usage samples

Correct on white

Correct reversed on navy

Correct on PY Mist

PYIncorrect: low contrast

PYIncorrect: crowded with text

PYIncorrect: recoloured logo

Clear space system

Define X as the height of the PY initials. Keep at least 1X clear space around the logo. For signage, backdrops and co-branding bands, use 1.5X where possible. Never place text, partner marks, icons, page edges or photo details inside the clear-space zone.

Never do this	Reason
Stretch, compress, rotate or skew the logo	Destroys protected proportions.
Rebuild PY letters using another font	Creates an unofficial logo.
Apply drop shadows, bevels, glows or outlines	Weakens professional consistency.
Place the logo directly over faces or busy photographs	Reduces legibility and dignity.
Use the commitments infographic as the identity mark	It is only a section infographic, not a master logo.

Chapter 04

Colour system

PY colour use is built around trust, credibility, youth energy and clarity. White/neutral space should remain dominant; navy and blue carry recognition; teal and thematic colours add movement and program identification.

Core master brand palette

PY Blue#0071BC

Primary recognition, links, highlights.

Deep Navy#383658

Authority, dark backgrounds, headings.

PY Teal#169E9A

Participation and sustainability.

White#FFFFFF

Clean canvas.

PY Mist#F3F7FA

Soft background and cards.

Lavender#BEB0D6

Safeguarding panels and quiet soft accents.

Supporting youth-energy palette

Sky#3BA7D8

Digital optimism.

Sun#F5B700

Youth opportunity.

Coral#E86A5A

Campaign warmth.

Violet#7556A6

Inclusion and gender.

Leaf#3E9B6F

Climate and environment.

Amber#E77A2B

Community enterprise.

Neutral and status palette

Ink#1D2433

Body text.

Slate#475467

Secondary text.

Border#E4E7EC

Dividers.

Success#278A5B

Completion.

Warning#C17D00

Caution.

Error#D64545

Critical risk.

Colour ratios and contrast rules

White / neutral canvas

50-70% — creates clarity and space.

Navy / PY Blue

20-35% — carries brand recognition.

Teal

5-12% — supports CTAs and transitions.

One thematic accent

3-10% — one accent per communication.

Status colours

Only as needed — never decorative.

!

Rule: Do not use UN blue as PY's default icon colour, and never use red/warning decoratively.

Chapter 05

Typography system

PY typography must be readable before it is decorative. Use a clean sans-serif family — Lato/Roboto for English — and a Noto Arabic-script family for Urdu and Sindhi. Keep local-language text equal in dignity and visual importance.

Display / campaign title

DISPLAY / CAMPAIGN TITLE

Used on covers, backdrops and hero banners.

Heading 1

Chapter or page title

Used for primary page titles and major sections.

Heading 2

Major section

Used for section breaks within documents.

Heading 3

Subsection

Used for operational guidance and examples.

Body

Peace by Youth communicates in clear, active and respectful language. Body copy should be easy to read in print, mobile screenshots and accessible PDF exports.

16-18px digital / 9.5-11pt print.

Caption

Photo: Youth leadership dialogue, Jacobabad, June 2026. Consent-linked image record available.

LabelProgram tagLabel sample used for short tags, status markers and controls.

Typography usage table

Role	Print	Digital	Usage
Display	30-42pt	48-64px	Campaign covers and report titles
H1	22-28pt	36-44px	Chapter/page title
H2	16-20pt	28-32px	Major section
H3	12-15pt	20-24px	Subsection
Body	9.5-11pt	16-18px	Long-form reading
Caption	8-9pt	13-14px	Captions, credits, metadata
Label	8-10pt	12-14px	Tags, form labels, controls

Correct typography behaviour

Use sentence case for most headings
Use all caps only for short labels
Use real bold/italic, not distortion
Keep line length near 45-75 characters

Avoid

Long all-cap headings
Too many typefaces on one page
Script fonts for body/data/legal text
Small text over patterned backgrounds

Chapter 06

Iconography and illustration

Icons should help users scan and understand — they are not decoration. UN-style icons are recoloured into PY palette colours for PY documents, while official UN/partner marks must follow their own rules when used as logos.

PY strategic icon set — six commitments

Youth Empowerment

Social Justice & Equity

Sustainable Development

Peace & Harmony

Transparency & Accountability

Innovation & Adaptability

PY-coloured humanitarian and program icon library samples

Education

Gender

Advocacy

Agriculture & Climate

Community Engagement

Coordination

Data & Reporting

Assessment / People Reached

Protection

WASH

Strategic illustration samples

Our Way

Innovation / collaboration

Core Values

Diversity and inclusion

Thematic Areas

Socio-economic model

Programmatic Pillars

Strategic objectives

Icon & illustration rules

Use one colour per icon cluster
Pair every unfamiliar icon with text
Keep stroke weight consistent
Use 24x24 or 48x48 grids
Use realistic, respectful people; represent diversity without tokenism

Avoid

Mixing multiple icon libraries in one document
Cartoon stereotypes and unlicensed styles
Turning SDG icons into background decoration
Recolouring official SDG icons

Chapter 07

Graphic language and layout

The PY layout language is professional, spacious and modular — clean white surfaces with navy/teal bands, circular photos, pill labels, triangle mosaics and connected diagrams. Each design should have one dominant message and one clear visual system.

Core graphic devices

Device	Meaning	Sample use
Flight curve	Peace, movement, forward direction	Report covers, section dividers, social banners
Participation nodes	Networks, shared action, partnerships	Coalition maps, digital systems, process diagrams
Open frame	Transparency and access	Quotes, calls to action, case studies
Community mosaic	Diversity and collective contribution	Impact summaries and strategic documents
Horizon band	Stability and future direction	Footers, end slides, event backdrops

Layout component samples

Title block

Logo + title + subtitle + date/location.

Impact card

Metric + unit + period + source.

Quote card

Quote + attribution + consent status.

Safeguarding panel

Report channel + confidentiality note.

Sample grid behaviour

Format	Margins / safe zone	Grid	Use
A4 report	18-22mm	6-column modular	Reports, profiles and manuals
Square social	64-96px	6 columns	Posts and carousel cards
16:9 slide	5-7% safe area	12 columns	Presentations and stage screens
Event banner	10% top/bottom safe zone	3 zones	Logo, event title, partner band

Chapter 08

Photography, video and consent

Photography and video are powerful because they show real people. They are also risky if dignity, privacy, consent and context are not protected. PY must prioritize safety and agency before visibility. Samples below are drawn directly from projects currently in implementation.

Community participationYouth-led Actions to End CEFM — district-level advocacy campaign, Jacobabad.

Youth leadership / teamPakistan Youth Leadership Initiative (PYLI), delivered with British Council.

Women and girlsPYLI women's leadership cohort — agency, voice and safe participation.

Legal aid & counselingLegal Law & Advocacy Aid (L2A2) — rights-based, consent-safe casework.

Partnership imagesCitizens' Network for Budget Accountability — media briefing with NED support.

Advocacy & public awarenessCNBA — International Anti-Corruption Day media briefing.

Video production standards

Video type	Recommended structure	Brand elements
30-second social reel	Hook 3 sec → activity 15 sec → quote/stat 7 sec → CTA 5 sec	Logo safe area, captions, short title, final contact
2-minute project update	Context → what happened → participant voice → result → next step	Lower-thirds, date/location, partner band, consent log
Emergency video	Verified risk → action now → where to get help → update time	High contrast text, no music, no speculation

Consent system examples

Situation	Minimum requirement	Caption rule
Identifiable adult	Informed consent appropriate to channel and duration	Use name only if consented; otherwise group caption.
Child/adolescent	Guardian consent plus age-appropriate assent	Avoid full names; assess risk before publication.
Sensitive case/survivor	Specialist risk review and explicit consent; anonymization preferred	Do not identify without clear necessity.
Crowd/public event	Visible notice and practical opt-out; portraits need individual consent	Use general event caption and date/location.

Aa

Caption ID sample: PY-CONSENT-2026-JCD-0001 — Youth participants, Youth Leadership Dialogue — channel permission: report, website, social media, donor presentation — review after two years or upon withdrawal request.

Chapter 09

Verbal identity and editorial style

PY voice should be warm, clear, rights-based and evidence-led — respectful of local communities while remaining credible for donors, government, networks and partners.

Core message framework

Who we are	Peace by Youth is a youth-led, community-rooted nonprofit organization.
Why we exist	We believe young people and communities can lead peaceful, just and sustainable change.
What we do	We build participation, skills, partnerships and platforms across youth empowerment, social justice, peace and sustainability.
How we work	Participatory, accountable, inclusive, innovative and community-driven.
What changes	Young people gain voice and opportunity; communities strengthen cohesion, resilience and ownership.

Tone by channel

Context	Tone	Sample opening
Community invitation	Warm, direct, practical	Join us on Tuesday to discuss youth-led community action.
Donor report	Evidence-led, concise	During the reporting period, PY facilitated three sessions with 126 participants.
Advocacy	Confident, rights-based	Young people must have a meaningful role in decisions that affect their future.
Safeguarding	Calm, protective	Your safety matters. You can report concerns confidentially through...
Emergency notice	Immediate, factual	Move away from the affected area and follow official guidance issued at...
Youth campaign	Energetic, respectful	Your idea can shape what happens next.

Editorial samples: better wording

Avoid	Use instead	Why
We gave help to poor beneficiaries.	PY worked with community members to improve access to essential services.	Dignity and agency.
This project changed thousands of lives.	The project reached 1,240 participants; outcome data will be verified through follow-up.	Evidence and honesty.
Victims were photographed during distribution.	Participants received support through a consent-safe process.	Protection and privacy.
Youth are the future.	Young people are present leaders and change enablers.	Youth-centric.

Chapter 10 · 10A · 10B

Thematic and program architecture

PY operates through one master brand. Programs may use thematic colours, tags, icons and layout patterns, but they must not become separate unrelated identities. The PY logo, typography, and navy/blue/teal hierarchy must remain visible.

Architecture levels

Level	Identity rule	Example
Master brand	PY logo is primary and dominant	Peace by Youth
Master-branded program	PY logo + program name; thematic colour accent	Peace by Youth \| Youth Leadership Program
Endorsed initiative	Initiative mark may lead; PY endorsement required	Youth Resource Hub — An initiative of Peace by Youth
Co-branded project	Role labels and contract-aware logo band	Implemented by PY with [Partner]
Coalition / platform	Coalition identity leads; PY role stated accurately	Coordinated by Peace by Youth
Emergency response	PY master brand + response descriptor	PY Flood Response 2026

Approved endorsement lines

1

An initiative of Peace by Youth

Use only when PY created, owns and governs the initiative.

2

Led by Peace by Youth

PY has primary strategic leadership but others contribute.

3

Hosted by Peace by Youth

PY provides administrative, digital or convening support.

4

Coordinated by Peace by Youth

PY manages collective processes for a network or coalition.

5

Implemented by Peace by Youth

PY is formally responsible for delivery.

6

Supported by Peace by Youth

PY contributes resources or technical support without leading.

10A — Program theme system: colours and messaging anchors

Youth Empowerment & Leadership

Skills, leadership, employability and civic participation

#F5B700

Peace, Justice & Social Cohesion

Peace education, rights, dialogue and conflict transformation

#2474B5

Gender Equality & Women's Rights

Women's leadership, protection and agency

#7556A6

Advocacy & Awareness

Campaigns, public education and policy influence

#E86A5A

Climate Resilience & Environment

Climate action, conservation and sustainable agriculture

#3E9B6F

Digital & Technology Education

Digital literacy, data and innovation

#3BA7D8

Community Development

Education, livelihoods, infrastructure and local systems

#E77A2B

Health, Wellbeing & MHPSS

Health, psychosocial wellbeing and care

#168F86

Humanitarian & Emergency Response

Urgent notices and lifesaving information only

#D64545

10B — Program architecture examples

Scenario	Correct identity construction	Example
Ongoing youth program	PY logo + program name + Sun tag	Peace by Youth \| Youth Leadership Program
Digital platform owned by PY	Platform name + endorsement line	Youth Resource Hub — An initiative of Peace by Youth
Climate coalition coordinated by PY	Coalition identity + accurate role line	Pakistan Climate Coalition \| Coordinated by Peace by Youth
Emergency response	PY logo + response descriptor + red alert only where needed	PY Heatwave Response 2026
Donor-funded project	Project title + role label + partner band	Implemented by Peace by Youth with support from [Donor]
Field campaign	PY master brand + campaign headline + thematic accent	Peace in Action \| Community Dialogue Series

Naming rules

Short, pronounceable and searchable
Culturally respectful in English and local language
Avoid acronyms until duplication is checked
Use a program descriptor when needed

Sub-brand restrictions

Do not create decorative project logos for every activity
Do not recolour the PY logo by program theme
Do not place donor logos above PY unless contractually required
Do not hide PY role in coalition/platform materials

Chapter 11

Publication system

Publications are where PY's credibility is built. Each document must have a clear purpose, correct logo usage, strong hierarchy, accurate evidence, accessible structure and appropriate partner visibility.

Publication families and required elements

Family	Cover hierarchy	Required closing material
Annual / organizational report	PY logo, report title, year, hero image or graphic device	Credits, contacts, legal information, feedback and safeguarding channels
Project report	PY + project title + donor/partner band	Results, learning, finance where applicable, sources and contacts
Research / assessment	Title, geography, date, methodology descriptor	Methodology, limitations, references and ethics statement
Policy brief	Issue-led title and one thematic accent	Recommendations, evidence notes and contact
Case study	Human-centered title and consent-approved image	Context, change, contribution, evidence and learning
Fact sheet	Strong title, key statistic and program tag	Source notes and CTA
Training manual	Course title, audience, version and thematic code	Facilitator notes, accessibility and revision details

Example cover structures

Interior page example requirements

Element	Specification
Running header	Publication title or chapter, 8-9pt, gray or navy.
Page number	Outer footer or centered footer; consistent throughout.
Chapter opener	H1, short introduction, thematic tag and one visual.
Tables	Header row repeated, units in headings, source note beneath.
Figures	Numbered title, alt text, source and explanatory note.
References	Consistent citation style selected for the publication.

Chapter 12 · 12A

Stationery and official communication

Stationery carries the formal identity of PY. It should be clean, controlled and legally accurate. Do not overload official materials with decorative graphics or unnecessary partner logos.

Item	Core specification
Letterhead	A4; logo at top; contact/legal footer; 20-25mm margins; one-page and continuation-page versions.
Memo	A4; To, From, Date, Subject, Reference; controlled footer.
Agenda	Meeting title, purpose, date/time, location/link, facilitator, items and owners.
Minutes	Attendance, decisions, actions, owner, deadline and approval status.
Business card	90x50mm or local standard; name, role, email, phone, web; no excessive logos.
Envelope	DL/C5/C4 variants; logo and return address; postal safe zones.
Certificate	Recipient, achievement, project/event, date, authorized signatures and verification reference.
ID card	Photo, name, role, validity, ID number, emergency contact and safeguarding note as appropriate.

12A — Email signature working sample

Email signatures must be readable as live text. Do not use an image-only signature — recipients cannot copy phone numbers, screen readers cannot read it properly, and it may be blocked by email clients.

Nisar Ahmed | Executive Director

Peace by Youth (PY) — Participation, Empowerment and Association of Change Enablers

M: +92 333 3405055 | E: info@py.org.pk | W: www.py.org.pk

Head Office: First Family Lane, Jacobabad, Sindh

Safeguarding/feedback: feedback@py.org.pk | Please consider the environment before printing this email.

Correct use

Use live text and accessible links
Keep optional logo under 180px wide
Include current role and office only when needed
Use confidentiality or safeguarding line for formal email

Avoid

Large image-only signatures
Too many logos or badges
Inspirational quotes in official email
Outdated phone/address details

Chapter 13

Presentation system

Presentations should feel like PY: clear, energetic and credible. Use 16:9 by default, one idea per slide and high-contrast text suitable for projectors.

Slide type	Required structure	Example use
Title	Logo, presentation title, subtitle, date and presenter	Project launch or donor briefing
Section divider	Short chapter title, graphic device, thematic colour	Transition between agenda sections
Content	One idea, concise heading, two content zones maximum	Training points or activity summary
Data	Chart, key finding, source and interpretation	MEAL review or donor result
Image story	Approved image, short caption and one message	Story of change
Quote	Consent-approved quote, attribution and context	Participant voice
Process	Three to seven steps with icons and sequence	Implementation timeline
Partner	Purpose, roles and optically balanced partner band	Co-branded briefing
Closing	Summary, call to action, contact details and logo	Final slide

Sample slide titles by context

Context	Recommended slide title style
Donor update	What changed during the reporting period
Community session	Today's discussion and how to participate
Training	Learning objectives for this module
Advocacy event	Why youth voice matters in local decisions
Emergency coordination	Verified risks, response gaps and next actions

Chapter 14

Social media and digital identity

Social content should be fast to understand and easy to share responsibly. Use one strong headline, one short supporting line, one action point and consistent PY footer/contact placement.

Format	Recommended size	Brand structure
Facebook / Instagram square	1080x1080px	Top-left PY logo, bold title, center image/illustration, footer ribbon
WhatsApp poster	1080x1350 or 1080x1080px	Readable title, 3-5 points, large contact or CTA
Website hero	1920x800px	Large message, action button, image arc or gradient block
Campaign banner	1400x700px	Left text block, right visual, logo row, bottom navy/teal strip
Story / Reel cover	1080x1920px	Strong title, minimal text, high contrast, safe margins

Caption examples

Channel	Sample
Facebook	Young people are not only beneficiaries of change — they are leaders of it. Join PY for a youth-led dialogue on peace, leadership and community action.
WhatsApp	Youth Peace Forum 2026 — 15 July \| 10:00 AM \| Dool Community Centre. Join a practical youth-led dialogue. Please share responsibly.
X / Twitter	Youth leadership grows when young people have safe spaces to speak, decide and act. Join the #YouthPeaceForum.
Website CTA	Partner with PY to support youth-led solutions.

Chapter 15

Events and environmental branding

Backdrops, rollups, banners, signage and sustainable production for PY events and field visibility.

Asset	Standard	Key rule
Backdrop	Typical 3x2m or venue-specific	Event title leads; PY logo in top brand zone; partner band separated below.
Roll-up banner	85x200cm	Logo/title in top third; CTA/contact at eye level.
Workshop banner	1600x800px digital master or print equivalent	Specific event title, date, venue and thematic code.
Name badge	90x60mm	Name large; role/organization secondary.
Directional sign	A3/A4 or venue-specific	Arrow, destination and icon; high contrast.
Photo wall	Venue-specific	Controlled repeated marks; no distortion or overcrowding.

Preferred

Reusable modular backdrops
Avoid dates on reusable assets
Recyclable or responsibly sourced materials
Water-based/lower-impact inks where feasible

Avoid

Disposable PVC when alternatives exist
Heavy full-bleed ink without need
Printing excessive quantities
Unarchived dimensions that force reprinting

Chapter 16

Co-branding and partnership visibility

Partner visibility must be fair, accurate and contract-aware. PY should protect its logo integrity while respecting donor and partner requirements.

Relationship	Recommended hierarchy
PY-led and supported by donor/partner	PY logo primary; donor/partner band labelled "Supported by" or contract-required wording.
Joint implementation	Optically equal implementer marks; role labels above or beneath the band.
Donor-led requirement	Follow contractual rules while protecting PY clear space.
Coalition	Coalition mark primary; member marks separate; PY role stated accurately.
Government collaboration	Use exact approved government emblem files and protocol.
Community partner	Recognize based on role, not only financial value.

Partner band sample

Implemented by

PY

Funded by

Donor

In partnership with

Local Partner

Technical support

Network

Label	Meaning
Led by	Primary strategic leadership
Implemented by	Formal delivery responsibility
In partnership with	Shared collaboration
Supported by	Financial, technical or in-kind support
Funded by	Funding relationship only
Coordinated by	Secretariat or collective coordination
Hosted by	Administrative, digital or venue hosting

Chapter 17

Data visualization and impact communication

Every public statistic should be meaningful, proportionate and verifiable: value + unit + who/what + location where relevant + time period + source or method + interpretation.

Example statistic	Why it works
420 young people completed digital-skills sessions in Jacobabad between January and May 2026 (PY attendance records).	Includes value, unit, group, location, period and source.
91.67% of audited expenditure was spent on program services in FY2025 (audited financial statements).	Includes percentage, base context and source.
15 projects reached 36,784+ participants across four districts, based on project records up to 2026.	Shows scale and source limitation.

Chart selection guide

Question	Preferred chart	Example
Compare categories	Bar chart; horizontal for long labels	Participants by program area
Change over time	Line chart with direct labels	Monthly outreach trends
Part of whole	100% stacked bar; pie only for 2-5 simple categories	Budget spend categories
Distribution	Histogram, box plot or dot plot	Age distribution of participants
Relationship	Scatter plot with cautious interpretation	Training hours vs assessment score
Geography	Map only when relevant and safe	District-level coverage

Sample data card layout

36,784+Participants reached

15Projects implemented

04Districts covered

Chapter 18

Website and digital design system

Responsive components, tokens, accessibility and low-bandwidth design for PY digital platforms.

Token	Value / rule
Primary colour	PY Blue #0071BC
Primary dark	Deep Navy #383658
Accent	PY Teal #169E9A
Text	Ink #1D2433
Surface	White / #F8FAFC
Border	#E4E7EC
Radius	8px standard; 16px feature cards
Spacing	4, 8, 16, 24, 32, 48, 64px
Body type	16-18px; user scaling supported
Focus indicator	At least 2px and clearly visible

Core digital components

Component	Requirements
Header	Logo, accessible navigation, language option, clear CTA and mobile menu.
Hero	One message, supporting sentence, one or two actions and optimized visual.
Program card	Thematic tag/pattern, title, short description and link.
Impact card	Metric, context, source and accessible reading order.
Story card	Consent-approved image, title, summary and meaningful link.
Safeguarding block	Visible reporting route and privacy reassurance.
Form	Persistent labels, instructions, error summary and privacy note.
Footer	Contact, offices, legal, safeguarding, privacy, accessibility and social links.

Digital page sample structure

Page section	Sample content
Hero	Empowering Youth, Shaping Futures + two action buttons: Partner with us / Explore programs
Programs	Cards for Youth, Peace, Gender, Climate, Digital, Community
Impact	Three data cards with source notes
Stories	Consent-safe stories with meaningful links
Safeguarding	Report concern / feedback channels
Footer	Offices, social links, privacy, accessibility, feedback

Chapter 19

Accessibility, safeguarding and inclusion

A professional identity must be usable by more people, not only visually attractive. Accessibility and safeguarding are identity standards, not optional extras.

Area	Mandatory requirement
Contrast	4.5:1 body text; 3:1 large text and essential graphics.
Typography	Readable size, line spacing, line length and no information in all caps.
Colour	Never the only carrier of meaning.
Images	Alt text or captions; decorative images marked accordingly.
Video	Captions; transcript for substantive content.
Documents	Heading styles, reading order, table headers and meaningful links.
Digital	Keyboard access, focus visibility, reflow and user scaling.
Print	High contrast, matte stock where practical and alternate formats on request.

Show

People in leadership and decision-making roles
Real diversity according to participation
Persons with disabilities as participants and experts
Women and girls with agency and voice

Avoid

Using one person to represent an entire group
Accessibility aids as inspirational props
Pity-based narratives
Publishing sensitive identity details without need

i

Safeguarding content sample: Your safety matters. You can share feedback or report a safeguarding concern through feedback@py.org.pk or the official reporting number. Reports are handled respectfully and only shared with people who need to act on them.

Chapter 20

Humanitarian and emergency communication

Emergency communication must be clear, time-bound, verified and protective. It should tell people what to do now, what not to do, where to get help and when the next update will come.

1

What happened or what risk exists

2

Who is affected and the precise location

3

What people should do now

4

What people should not do

5

Where to obtain verified help or updates

6

Issuing authority and next update time

Urgent Notice — Heatwave Risk

Location: Jacobabad urban and peri-urban areas

Issued: 11 June 2026, 10:00 AM

Action now: Avoid outdoor work during peak heat, drink safe water, check elderly people and children, and contact health services if symptoms appear.

Verified source: PY field team and local coordination update. Next update: 4:00 PM.

Crisis approval workflow

Stage	Owner	Output
Verify	Program lead + specialist	Confirmed facts, unknowns and sources
Risk review	Executive lead + safeguarding/security/legal	Harm, privacy and reputational assessment
Draft	Communications lead	Holding statement or full update
Approve	Authorized executive	Time-bound approved wording
Publish	Authorized channel owner	Consistent release across selected channels
Monitor	Communications + program	Questions, misinformation and stakeholder response
Update / close	Authorized executive	Corrected update, next steps and record

Chapter 21

File management and production standards

Brand consistency depends on asset control. Every final output should have an editable source, approval status and archived final version.

Purpose	Preferred	Do not use
Master logo	SVG, EPS, editable PDF	JPEG screenshots or traced copies
Office documents	DOCX, PPTX, XLSX templates	Flattened images as editable content
Print production	Press-ready PDF with bleed and embedded fonts	Low-resolution office PDF
Web image	WebP/AVIF plus fallback PNG/JPEG	Unoptimized camera originals
Transparent mark	SVG or PNG	JPEG
Photography archive	Original RAW/JPEG plus edited master	Social-media downloads
Data	CSV/XLSX plus source notes	Image-only tables

File naming convention

Aa

PY_[Program-or-Unit]_[Asset-Type]_[Topic-or-Event]_[Language]_[YYYYMMDD]_v##_[Status].[ext]
Example: PY_YouthLeadership_EventBanner_Jacobabad_EN_20260611_v03_APPROVED.pdf

Folder structure

01_Master_BrandRead-only logos, BI marks, colour files and tokens

02_TemplatesOffice, publication, social, event and digital templates

03_Fonts_LicencesApproved font records and licences

04_Icons_IllustrationsApproved icons and illustrations with licences

05_PhotographyOriginals, captions and consent references

06_ProgramsProgram-specific approved materials

07_PartnersPartner logos and visibility rules

08_PublicationsEditable sources, production files and released versions

09_Social_MediaPlatform and campaign folders

10_ArchiveSuperseded materials

99_RestrictedSensitive consent, safeguarding and personal data records

Chapter 22

Brand governance

Ownership, approvals, exceptions and quality control across the organization.

Role	Responsibility
Board / governing authority	Approve fundamental identity changes and protect institutional integrity.
Executive leadership	Authorize releases, exceptions, crisis communication and major co-branding.
Communications lead	Custodian of assets, templates, editorial standards and quality control.
Program teams	Provide accurate content, context, consent and timely review.
MEAL function	Verify data, indicators, evidence and limitations.
Safeguarding focal person	Review sensitive imagery, stories, reporting information and risk.
IT / digital lead	Implement design tokens, accessibility, security and technical quality.
Office / regional leads	Apply standards locally and prevent unofficial variations.

Approval matrix

Material	Content approval	Brand approval	Additional approval
Routine social post	Program owner	Communications	Safeguarding if people/sensitive topic
Project report	Program lead + MEAL	Communications	Donor/partner if required
Research publication	Technical lead	Communications	Ethics/legal/safeguarding as relevant
Event banner	Event lead	Communications	Partner visibility confirmation
Safeguarding material	Safeguarding focal person	Communications	Executive where policy requires
Emergency notice	Response lead	Communications	Authorized executive/security
Logo exception / new identity	Executive sponsor	Communications custodian	Board-designated authority
Website release	Content owner	Communications	IT + accessibility/security review

Exception process sample

1

Describe requested variation and why an approved option is insufficient.

2

Attach proposed artwork or wording.

3

Identify legal, contractual, safeguarding, political, accessibility and reputational implications.

4

Obtain communications and specialist review.

5

Obtain written authorization with scope and expiry.

6

Store the decision with the production file.

Chapter 23

Implementation and release checklists

Everyday workflow and final checks before publication.

90-day implementation sequence

Period	Actions
Days 1-15	Approve authority page; freeze master assets; create controlled folders; issue quick reference.
Days 16-30	Train leadership, communications, program, MEAL, safeguarding, IT and office focal points.
Days 31-45	Replace letterhead, presentations, social templates, event banners and email signatures.
Days 46-60	Update website components, social profiles, downloadable documents and partner packages.
Days 61-75	Migrate active program materials and archive superseded assets.
Days 76-90	Complete quality review, resolve exceptions and confirm organization-wide adoption.

Universal release checklist

1

Correct and current PY logo asset used

2

Logo clear space and minimum size maintained

3

Official colours and typography applied

4

Names, titles, dates, locations and contacts verified

5

Mission, program and partnership claims are accurate

6

Data includes source, period, unit and context

7

Images are approved, credited and consent-linked

8

Safeguarding and privacy risks addressed

9

Accessibility checks completed

10

Partner logos and role labels follow agreement

11

Spelling, grammar and language review completed

12

Correct dimensions, resolution, bleed and file format

13

Editable source file stored with approval record

14

Superseded version removed from active channels

Chapter 24

Quick reference and formal adoption

Essential rules on one operational page.

Area	Remember
Logo	Use approved master artwork; 1X clear space; never recolour, distort or rebuild.
Colour	White/neutral canvas + Navy/Blue hierarchy + Teal or one thematic accent.
Type	Readable sans-serif; Noto for Urdu/Sindhi; sentence case.
Images	Agency, dignity, consent, accurate context and alt text.
Language	Plain, active, inclusive, accurate and evidence-led.
Partners	Use role labels and optically balanced logo bands.
Data	Value + context + period + source + limitations.
Accessibility	Contrast, headings, reading order, captions, keyboard and alternate formats.
Safeguarding	Safety and privacy override publicity.
Files	Use controlled templates, clear version status and archived approved sources.

Youth leading peaceful, inclusive and sustainable change.

Brand essence

Formal adoption

Approval role	Name	Signature	Date
Executive Director
Chairperson / authorized Board representative
Communications custodian

Peace by Youth (PY) | Participation, Empowerment and Association of Change Enablers — PEACE | www.py.org.pk | info@py.org.pk