UNICEF Australia is the children’s charity with the determination and care to deliver long-lasting impact for every child, no matter what.
We are
UNICEF
Australia
We are part of UNICEF, the world’s leading children’s charity.
We run entirely on voluntary donations and make sure our valued supporters know this.
We are determined, warm, caring, compassionate, transparent and protective.
We protect and champion the world’s children, no matter what. No matter who they are or where they live.
We work with local partners, communities, caregivers and children on the ground for sustainable change.
We are a group of committed, passionate and determined humans working across Australia to improve the lives of children around the world.
We are not
a United Nations
Agency
We are not "UA" or "UNICEF Aus" in any external communication.
We don't describe ourselves as an "aid organisation", a "humanitarian agency" or a "fund".
We are not formal, authoritative, political or cold — these aren't traits that drive donations.
We are not self serving or short-term focused. We don't see ourselves as the heroes or saviours.
We are not experts in all areas — seeing and acknowledging the values, knowledge and role of our partners, the communities we work in and the children and families we work with.
We are not faceless "UN workers"
From sending emergency supplies to children during conflict, natural disasters or humanitarian crises, to long-term survival and development programs, UNICEF Australia works to protect children, no matter what.
We have helped to build the resilient health, education and social protection systems in the Asia Pacific region, across Australia and around the globe.
There’s no better example of determination than the commitment of our supporters, donors, ambassadors and fundraisers across Australia.
Since we run entirely on voluntary donations, our ability to do the work that we do mirrors their resolve to champion the world’s most vulnerable children when they need us most.
“I am an active advocate for the importance of diverse lived and living experience. I believe that UNICEF embodies the concept of ‘Nothing about us or for us, without us.’ I resonate strongly with UNICEF’s core values and how they amplify voices that are not often heard.”
EMILY
UNICEF Australia Young Ambassador 2022
“I wanted to donate to a place that would help girls, particularly in sport and helping them to be able to have the same opportunities. Then we found UNICEF, it’s helping girls play cricket. I’m happy that I’ve been able to help UNICEF out.”
ABBIE
Aged 11, started her own women’s sport magazine with 50% of profits going to UNICEF Australia
“I have supported UNICEF for a long time. All children deserve the chance at a chance in life. Not to be hungry. To have shelter, medical assistance and an education.”
MARGARET
Mother
We inspire Australians with the determination it takes to improve the lives of every child, no matter what.
When the world’s most vulnerable children need a champion, UNICEF is always there. We have a passionate, determined nature and relentless drive to care for children.
We stand for raising the voices of young people, protecting every child and improving the lives of the next generation.
UNICEF Australia
stands for
Giving it all you have.
Ingenuity + innovative solutions.
Staying until the end. When crises arise, our teams stay and deliver.
Inclusivity.
Fixing the root cause, not just the symptoms.
Children and their potential. We see the potential in every situation and work to help every child thrive.
Reaching the most remote children through strong community and culturally respectful relationships.
Collaboration with local partners.
Raising children’s voices.
UNICEF Australia
stands against
Half measures.
Leaving when things get tough.
Forgetting children when the headlines move on.
Discrimination of any kind.
Anyone or anything that wants to limit the potential of children.
Speaking on behalf of children or taking the mic away from them. Their voices need to be heard.
Heroic saviourism or any imagery that does not dignify the human behind the lens.
Fixing things on our own or in silos.
Ignoring the issues children care about.
UNICEF GLOBAL PURPOSE
Why UNICEF exists
To promote and protect the rights of every child.
UNICEF AUSTRALIA VISION
What we are trying to achieve in the future
A better world for children and young people, no matter what.
UNICEF AUSTRALIA POSITIONING
What we stand for in people's minds
UNICEF inspires Australians with the determination it takes to improve the lives of every child, no matter what.
UNICEF AUSTRALIA CHARACTER
The personality of the brand, how we talk in peoples’ minds
Compassionate,
Farsighted,
Caring,
Relentless.
UNICEF AUSTRALIA BRAND BELIEFS
Principles and beliefs that guide our actions
Integrity, Potential, Collaboration, Progress, Justice, Inclusion.
We deliver content that brings audiences closer to our work and takes them on the journey — educating on key issues, giving these issues a human face, as well as showing UNICEF's impact, scale and effectiveness.
The content we share falls into the following categories:
Educational
- Giving the audience the context to the situation.
- Infographs, expertise from knowledge experts, breaking down the news for our audience, updating our audience on what’s happening for children, stories de-mystifying the complex.
Child focus
- Putting the human face behind the situation.
- Profiles, human interest stories; photo & videography; child-centered stories; stories of UNICEF workers; vaccine journeys and the people who make it happen.
- Kind and compassionate.
Impact
- Showing our impact for the world’s children.
- Stats, showing our audience they’re part of the solution, hopeful and positive and showing how we can change the world together.
Reactive
- Responding to news, trends and partners.
- Unorthodox content, re-sharing critical news coverage, leverage influential voices, jumping on social media challenges etc.
Statements
Making our position on key issues clear
eg. call for action/donate; statements from UNICEF leaders; media statements; ’Thank yous’ for donors; soundbites direct to camera from staff, etc.
For the most part, our actions speak louder than words. But when we do speak, we speak with one voice.
We always think about the audience we’re trying to target and communicate in a kind, compassionate voice that shows our impact, scale and effectiveness.
Brand Tone of Voice
UNICEF Australia is a champion for children, going to great lengths to care for and protect children now and in the future.
There is a certain tension to our identity, between our unwavering determination on one hand and our open hearted concern for children on the other.
Walking this line in how we speak to Australians will help our voice carry and be heard in the crowd.
Relentless
We put the hard work in, and won’t stop until every child has the opportunity to thrive. We stay and deliver in emergencies
Compassionate
We are the protectors of children, demonstrating our understanding and concern for their needs.
Farsighted
We’re in this for the long term, always looking at the big picture that others may not yet see.
Caring
Our determination doesn’t get in the way of our caring spirit, always addressing others with generosity and patience.
Do’s
Where possible use active words so that we can demonstrate the immediate action and sustainable change, eg. “Providing, protecting, securing, defending, working, safeguarding, creating, empowering“.
Focus on the work we’re doing on the ground and our long-term relationships in community. Feature quotes from people on the ground to humanise stories.
Be specific about the positive impact that our work has on the lives of children by referring to programs and actions we’re taking to realise a better world for children.
Use personal language that connects the work we do with the hearts of Australian families.
Use emotive language to express our determination and dedication in the service of all children.
Speak about the work we do with optimism and hope. We are inspiring the world into believing a better world for children is in our grasp.
Dont’s
Avoid the passive voice. Eg. “All children are being adversely affected”. Instead, say “This problem affects every child and family.”
Limit reference to UN, Governments and our power or influence in policy as it makes the organisation feel big and overpowering meaning we lose emotional connection.
Avoid generic language and clichés, eg. “Achieving big things together”. Swap for “Protecting children from violence”.
Avoid language that is too corporate, eg. “We have a global vision that says every child should survive and thrive“. Swap for warmer language e.g. “we believe that every child should have a fair chance, no matter what”.
Avoid language that is too chest beaty “Unique responsibility, influence and power, unrivalled reach, impact and progress“.
Don’t talk about how hard the work is “We work in the most challenging environments and most complex crises, using our size to have a bigger impact and better value for money”.
In addition to a singular voice we always want to present with a consistent visual language.
Our Core, Preferred Logo
A universal symbol of hope.
The UNICEF logo is one of our most valuable graphic assets and is recognised worldwide.
It is more than just a symbol of identification. It tells our story, embodies our history, and represents everything we are. It reflects our global leadership and expertise in delivering results for children, our credibility and trustworthiness, and our values and people.
For the children and communities we serve, our logo indicates learning opportunity, health, clean water, protection, inclusion, a safe space, opportunity, and hope.
For donors, it indicates solutions, impartiality, trust, persistence and efficiency.
For our partners, it indicates collaboration and impact.
For our supporters, it indicates a leading and authoritative source on children’s rights and youth issues.
Our Core, Preferred Logo
We always prefer to use a CYAN backed logo, and always accompany our logo with the tagline ‘for every child’. Without this, there is no obvious connection to children in our logo.
The combination of the UNICEF logo and tag line makes up our complete signature.
Logo Signature with container
Our logo signature is placed inside a cyan container. This treatment helps reinforce the relationship between our logo and our brand colour, and enhances legibility when placed over photographs and graphics.
The preferred logo lock up is the UNICEF logo in the square container. This should be considered for use first.
Logo signature without container
The logo without the container is used when legibility, visual impact or layout design is compromised by using the logo within the container.
When using the white logo, the preference is to place it on our solid cyan background. Other circumstances the logo can be used on are images with a high-contrast background.
The Cyan logo is ideal for black and white backgrounds.
Placement
The ideal placement of the stacked logo with the container is on the top right. But alternative placements can be applied if more suitable for the layout design.
Logo rules
Mis-use of our logo
Do not alter the UNICEF Australia logo in any way.
Consistency is key - no colour changing or changing the opacity, removing or adding elements, outlining, applying effects such as drop shadows, strokes or glows or distorting the shape.
Required clear space around the logo
There is a minimum clear space requirement for all UNICEF Australia logos.
Use the final size of the “emblem”.
The space zone is determined by using a space equivalent to two emblems all around the logo.
Brand architecture
Having a brand architecture allows us to establish a hierarchy whereby we are combined in a coherent, unified way and does not dilute the UNICEF Australia brand.
Most importantly, it defines how our partnerships and supporters relate to the core brand, and to each other. This will help us deliver greater brand recognition and impact.
After our Core logo, the only other approved logos are our Supporter Led and Partner led logos.
Partner-led logos
When a corporate organisation is supporting UNICEF Australia, be sure to clarify the relationship so that the correct logo can be used.
We apply the following rules and logos have been made for each variation:
Company X supports UNICEF Australia
Company X in support of UNICEF Australia
Company X for UNICEF Australia
These logos are used when third parties are looking to support us through their own initiatives or endorsements in which sometimes we have limited control. Comms are led by our partners.
The UNICEF Australia logo should always be positioned secondary to the partner’s logo.
Rules and requirements
There is a minimum clear space requirement for all UNICEF Australia logos.
Use the final size of the “u” of unicef.
Make a square the same size as the height and use it as a minimum distance around the logo.
The UNICEF Australia logo should always be positioned secondary to the partner’s logo.
The UNICEF Australia logo should not appear bigger than the partner’s logo.
Company logos sit to the left of the UNICEF Australia logo.
Where possible ask for the partner logo to be a mono colour.
The two logos are placed distinctly separate from each other, avoiding the appearance of a joint logo.
Rules and requirements
Non-endorsement disclaimer
Use a disclaimer to explain that we do not endorse any company, group of companies, industry sector, product or service.
UNICEF does not endorse any company, brand, product or service.
While not prominent, the statement should be displayed in reasonable proportion relative to the size of the communication material, using a minimum 6-point font.
Rules and requirements
Language
Do not use terms such as:
• UNICEF Australia x Company Z
• Company Z x UNICEF Australia
These can confuse the relationship between the two organisations.
If a corporate partner, foundation or trust is funding UNICEF’s work, they can use language like ‘Charity Partner’ or ‘Proudly supporting’.
If they are just an advocacy partner or program partner, they should specify this is different so it’s clear they’re not involved in our work on the ground e.g. “We work with…”, “Program implementing partner of…”
Supporter-led logo
The “Proudly Supporting” UNICEF Australia logo is used in relationships in which we are the recipient.
These are initiatives that supporters choose to do and we are the recipient of their efforts. In many cases, we won’t have much control over supporter comms. This is for use on supporters channels.
We should try to provide our supporters with tools that help them to make the most of their events/fundraising activities. After all, they are supporting our cause.
It is also for use on supporter merchandise.
Rules and requirements
There is a minimum clear space requirement for all UNICEF Australia logos.
Use the final size of the “u” of unicef.
Make a square the same size as the height and use it as a minimum distance around the logo.
Rules and requirements
A grey version of the 'Proudly Supporting' logo is also available for placement on white backgrounds.
Primary Typeface
Noto Sans
Noto Sans is the primary typeface used by UNICEF Australia.
The font can be easily obtained on Google Fonts and should be consistently used.
It is available in condensed - when using condensed it is recommended that kerning be applied.
Noto Sans is available in 806 languages, including the six official UN languages.
Secondary Typeface
Aleo
Aleo can be used where a serif font is needed to highlight content, such as pull-out quotes.
Secondary Typeface Alt (Limited Use)
From Where You Are
From Where You Are can be used for child's voice content or quotes that requires extra emphasis. This typeface is to be used sparingly and checked with the brand team when being considered.
Type Treatment
To ensure our communication is always striking, we should craft our typography to get our messaging across. When we have short headlines (1-3 words), we can set them in all caps with wider kerning or even outlined.
When our messaging is a little longer, we can drop down to sentence case and add an underline to emphasise our determination.
Underlined Text
We underline text for impact, and to call out key words.
Colour Blocks
We call out key messaging with colour blocks.
Phasing Out of Univers Font
Our previous primary font Univers will be phased out. The Univers font should not be used on any new collateral.
Brand changes can take time to roll out, and we are allowing a grace period while our new brand font is introduced.
We do expect to see the Univers font in marketing collateral for a while.
Primary Colour
UNICEF Blue (Cyan 100%) is how we are instantly recognided.
It is one of our most identifiable visual elements and is iconic to our brand.
Repetition of our colour strengthens UNICEF’s brand awareness, so using it dominantly and consistently in everything we do is important. UNICEF Blue should be a priority in all content and graphics.
UNICEF CYAN BLUE
HEX #1cabe2, RGB R0/G174/B239, CMYK C100/M0/Y0/K0, PMS PANTONE® Process Cyan, VIDEO HEX #00aeef
Core Palette
The core palette consists of the primary UNICEF Blue and is complemented by three neutral colours: Black, White and Midnight Blue.
By pairing UNICEF Blue with neutrals, we are drawing attention to our primary colour and strengthening the association between UNICEF Blue and the organisation. The dominant use of UNICEF Blue makes us easily recognisable in a sea of cluttered messaging.
Black
HEX 2D2926, CMYK C63/M62/Y59/K94, RGB R45/G41/B38, PMS Black
White
HEX FFFFFF, CMYK C0/M0/Y0/C0, RGB R255/G255/B255, PMS White
Midnight Blue
HEX 374EA2, CMYK C66/M52/Y0/K36, RGB R55/G78/B163, PMS 7685
Accent Colours
Accent colours are used as their name suggests – as a subtle application only - and should never take prominence over UNICEF blue.
Colour application guiding principles
Colours cannot be altered. They may not be lightened, darkened, nor displayed transparently.
Tints cannot be used.
UNICEF Blue must be present in all messaging, and as a dominant colour.
Black should not dominate the color scheme, unless a sombre expression is needed.
Accent colours should never take prominence over UNICEF Blue.
The orange and yellow are continued from our previous colour palette. The light blue and deep green are the new accent colours.
Colour palette for emergencies
Red
For an emergency graphic to be associated with UNICEF, it’s important that our core colour, cyan, be used alongside red, either in equal amounts or more dominantly.
Black
Black backgrounds are accepted as long as cyan is the second most dominant colour, as shown in the following examples.
EMERGENCY RED
HEX #e2231a, RGB R226/G35/B26, CMYK C5/M100/Y100/K0, PMS PANTONE® 485
Core Colour Values
UNICEF CYAN BLUE HEX
#1cabe2, RGB R0/G174/B239, CMYK C100/M0/Y0/K0, PMS PANTONE® Process Cyan, VIDEO HEX #00aeef
NEUTRAL BLACK
HEX #2d2926, RGB R45/G41/B38, CMYK C63/M62/Y59/K94, PMS PANTONE® Black
NEUTRAL WHITE
HEX #ffffff, RGB R255/G255/B255, CMYK C0/M0/Y0/K0, PMS PANTONE® White
MIDNIGHT BLUE
HEX #374ea2, RGB R55/G78/B163, CMYK C66/M52/Y0/K36, PMS PANTONE® 7685
Accent Colour Values
LIGHT BLUE
HEX #98dff9, RGB R152/G223/B249, CMYK C42/M0/Y0/K5, PMS PANTONE® 304
YELLOW
HEX #ffc20e, RGB R255/G194/B14, CMYK C0/M24/Y95/K0, PMS PANTONE® 7548
ORANGE
HEX #ff7100, RGB R242/G106/B33, CMYK C0/M72/Y100/K0, PMS PANTONE® 1505
GREEN
HEX #014C45, RGB R0/G76/B69, CMYK C91/M41/Y61/K47, PMS PANTONE® 3302C
EMERGENCY RED
HEX #e2231a, RGB R226/G35/B26, CMYK C5/M100/Y100/K0, PMS PANTONE® 485
Colour Terminology
Web HEX
For use on websites.
RGB
Ideal for PowerPoints and other computer software, mobile, and TV.
CMYK
Ideal for full-colour printing, e.g. brochures and posters.
PMS (Pantone)
Ideal for use in one or two-colour jobs, e.g. stationery.
Video HEX
For use in videos.
Colour Usage
Accent colours
We use a maximum of 1 accent colour with our primary palette per execution.
Emergency Red
For the graphic to be associated with UNICEF, it’s important that our core colour cyan be used alongside red either in equal amounts or more dominantly.
Black backgrounds are accepted as long as cyan is the second most dominant color, as shown in the following examples.
Phase out of accent colours
Our previous accent colours of Relentless Green and Determined Maroon will be phased out.
These two colours and their tints should not be used on any new collateral produced.
Brand changes can take time to roll out, so we are allowing a grace period while our new accent colours come into market.
We do expect to see Relentless Green and Determined Maroon in marketing collateral for a while.
Since our founding in 1946, UNICEF’s brand identity has been represented powerfully through the ethical photography of children and families.
Putting children at the centre of everything we do, including using their images, with their consent, in the most dignified way to tell their stories — and ours.
Photography Themes
We also use powerful imagery to show our role and impact by profiling staff and our teams on the ground interacting with children and supplies sent to the field. Whether or not the imagery portrays a UNICEF intervention, always clearly indicate the organisation’s role in a caption or voice over.
Do
DO represent children in a dignified, respectful manner. Our images convey a spirit of respect and optimism that reflects UNICEF’s core vision, mission and values.
DO embrace diversity and inclusion, featuring children from all backgrounds, including children with disabilities, and maintaining a balance of gender and cultural identifications. Avoid stereotypes.
Recognise children and their families as unique human beings with choice and agency in the situation shown.
DO protect the identities of children who are victims of sexual exploitation and those charged with or convicted of a crime.
DO use lead ‘iconic’ photographs that are consistent with both the real context in which the image was made – whether positive or negative, general or specific – and with the content it supports.
DO ensure children are portrayed as part of their community
DO obtain informed consent, and use written releases as possible.
Use credit lines for photographs. For global imagery from WeShare the credit line includes © UNICEF/catalogue number/photographer
e.g. © UNICEF/UN062441/LeMoyne.
For imagery UNICEF Australia has collected, the credit line includes © UNICEF Australia/year/photographer’s surname
e.g. © UNICEF Australia/2018/Moran
DO ensure photos that have the correct consent requirements.
DO change children’s names if their faces are visible and we have been the content collectors.
Don't
DON’T manipulate, add or remove content to change the meaning the photo conveys. No composite photographs. Photographs may be cropped, and photographs may be flipped as long as there is no writing in the photograph.
DON’T use photographs for commercial purposes. Photographs are reserved for use by UNICEF and our partners to promote, advance and defend the rights of children.
Perpetuate stereotypes or use images that suggest children and their families are helpless victims that lack agency.
DON’T use photos or video assets that are over 3 years old (ideally) or where the context of the situation may have changed.
DON’T use imagery where children appear naked, powerless or it appears exploitative.
DON’T use stock imagery if at all possible – we want our imagery to be ownable, uniquely UNICEF and reflect our work.
DON’T put copy or visuals over the faces of children when editing social imagery.
DON’T use any imagery outside of the rights we have to use it (e.g. if it’s labelled for UNICEF use only, do not share with partners).
DON’T reference the location, name and face of a child in the same caption or piece of material. One of these must always be missing.
Organic Shapes
We use organic shapes to create a child-friendly space. Shapes can be used with colour or imagery.
Use a maximum of 1 supporting colour with our primary palette per execution.
We recommend a maximum of 3 organic shapes, however you can use less.
Line Illustrations
We use line illustrations to interact with and add meaning to our messaging/photography.
When used with photography, they are placed behind people to highlight the tone of the image.
Our preferred colour for lines is white. If white is unsuitable, you can use UNICEF Cyan.
Illustrations
Illustrations are used to appeal to children and young people. They can be modified to suit the age of the audience.
The style is simple and utilises our full-colour palette to reinforce our brand.
Tints can be used to give more depth and character to the image.
Canva
We have developed brand kits in Canva to build on brand collateral. There are templates and guides for our Core, Partner led and Supporter led assets.
Canva
Each Canva brand kit has our logo, colour pallette, line drawing and organic shapes. There are templates and guides for our Core, Partner-led and Supporter-led assets.
Canva
There are templates and guides to make assets for Core, Partner led and Supporter led collateral.
If you find yourself making simple documents, presentations, digital banners etc to reuse or share with your team, speak to the brand team and they can build you a template.
Templates can save you time and keep collateral on brand.
How we deliver the message by channel
Considerations:
- Audience: journalists, MPs, corporates, rarely donors.
- What works: Use human language rather than hard stats – we talk about the people and their lives, not the numbers and their economic impact.
- When briefing digital team, share an appropriate news article to provide context.
- When sharing a news article, tag the publication and the author for credit reasons.
- Keep it brief and conversational.
- Use standardised graphic design templates to get our position across with quotes and statements.
- Audience: donors, activists, young people.
- What works: Visual graphics and video.
- Hero CYAN blue in titles as much as possible to drive brand association.
- Speak to a broad audience who may be seeing content from us for the first time.
- Audience: donors, large audiences, potentially cold audiences who haven’t seen UNICEF before.
- What works: Human interest stories, news articles and video content.
- We hero CYAN blue in our tiles as much as possible to drive it as a distinctive brand asset.
- If a media article is paywalled, we tend not to share as people may not have access.
- Even if you can’t see a piece of content, it doesn’t mean it’s not spending as an ad in the background.
- Audience: corporate partners, philanthropists, ultra high net worth individuals.
- What works well: News articles, partnership announcements, quotes and impact updates.
- Take care of caption limits, start with a brief statement, quote or update and then expand.
- Tagging CEOs, corporate partners and others allows them to interact with the post and share it, as well as boost content.
If in doubt, ask yourself does this content answer yes to the following questions:
Does it hero our work for children and drive our connection to them?
Does it represent that children and their families are dignified and empowered, not passive victims needing aid.
Does it drive TRUST with our audience?
Does it simply communicate who we are and what we do?
Does it position us as compassionate and kind?
Does it show our determination?
Does it appeal to the target audience?
Does it show our impact on the lives of children?
Does it position the audience as part of the solution & feel personal?
Does it feel too hard or like something our audience can help with?
Does it remind audiences that we run entirely on voluntary donations and are not funded by the UN?
Remember to follow the UNICEF Australia communications sign-off process as relevant to your communications
2025:
No matter what
For any brand questions please contact the Brand team.
UNICEF Australia acknowledges the Traditional Custodians of Country of the land and communities in which we and our partners work throughout Australia, and their connection to their lands, waters, and communities. We pay respect to Aboriginal and Torres Strait Islander peoples and cultures, and to Elders both past, present and emerging.
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