Brand assets Expand Containing shapes with keylines When using containing shapes with keylines, the weight of the stroke for the keyline is roughly defined by the space between the typography and the enclosing shape within the logo as shown below. The containing shape should be transformed as shown below, and when placed over the background image should touch the corner of the logo as shown. Sample designs
Colours and typography Expand Colours Forum's main colour is Earth Blue. It’s vibrant and dynamic – the most natural colour imaginable. A colour we see day in, day out – across the globe. The perfect colour for our window to the world. And it’s supported by a complementary palette inspired by nature – including space black, ice white and – used sparingly – sunset red and sunrise yellow. HEX #FFB304 RGB 255, 179, 4 CMYK 0, 33, 100, 0 HEX #000000 RGB 0, 0, 0 CMYK 0, 0, 0, 0 HEX #004FFF RGB 0, 79, 255 CMYK 84, 69, 0, 0 HEX #FFFFFF RGB 255, 255, 255 CMYK 0, 0, 0, 0 HEX #E2411A RGB 226, 65, 26 CMYK 5, 89, 100, 0 Download colour swatch Fonts Our visual identity is supported by two core typefaces and they should be employed in part or whole in any piece of visual communication. Futura PT Bold is best used for headlines, testimonials, block-quotes, statistics and more! Futura PT Book should be used for body copy and short paragraphs. Manipulating our typefaces (beyond what is specified in these guidelines) is prohibited. Stretching, condensing, outlining and drop shadows must never be used. Type can be set in any colour from the palette but there should always be sufficient contrast with the type and the background for both visual clarity and legibility purposes. For documents and presentations where the Futura font family is unavailable, please use Arial.
How do I start regenerative agriculture? Transforming to regenerative agriculture is a systemic challenge. We created a seven-point-roadmap which identifies key actions that players across the supply chain must take to drive change in the industry. Expand This seven-point-roadmap which identifies the key actions that players across the agriculture supply chain – including farmers, businesses with agricultural supply chains, agribusinesses, non-profits, investors and financial services, research institutions, philanthropists and policy makers – must variably take to drive change and transform the industry to become regenerative: Create financial mechanisms and market structures that support regenerative outcomes Empower farmers to build coalitions at the grassroots level Shape policy to build a resilient agricultural economy Build and demonstrate the business case for regenerative practices Engage with consumers to increase demand for regenerative products Prioritize nutritional benefits to enable healthy diets Mobilize landowners to enable regenerative practices to mainstream. All are underpinned by cross-sector and pre-competitive collaboration. The challenge is too great for any one organisation to tackle alone; working together to address systemic barriers, we just might. Find out more about regenerative agriculture.
How to demonstrate scale and viability of the market? Expand 5. Develop business models for replication Develop a business model that others can adapt or replicate, which matches the consumer need with the social or environmental need and leads to impact as well as market growth.In practice: Unilever reduced the unit cost of its Lifebuoy programme to enable wider roll-out and reach. Lifebuoy offers affordable, accessible soaps to help communities around the world improve hygiene through handwashing. 6. Increase access to solutions Exploit existing infrastructure, or develop new access. Depending on the challenge this might be anything from distribution networks, physical infrastructure or increased availability of data.In practice: Nike created the MAKERS App, originally powered by the Nike Materials Sustainability Index. The app gives designers consistent information about raw materials to enable informed decision making with environmental impact in mind. 7. Reshape supply Analyse your supply chain and identify leverage points for better performance. Build capacity to meet anticipated demand through partnerships with organisations, such as local government, industry bodies or educational institutions.In practice: Cotton Connect creates more sustainable cotton supply chains by examining business models in the global supply chain and providing information, risk capital and training to suppliers in the developing world. 8. Create end-user demand Encourage consumer, customer and competitor demand through promotion or by identifying the behaviour change required and by working with enablers such as brands, marketing and partners.In practice: Levi Strauss created a pilot product, Water<Less Jeans, and stimulated market demand through a marketing campaign which looked at the full product life cycle, including the responsibility of the consumer. More than 13 million products have been sold to date.
How to enable market acceleration? Expand 1. Create catalysing platforms & intermediaries Convene a wide spread of organisations, including unusual players, in order to mobilise capabilities and resources to address barriers to scale and ensure a flow of new solutions.In practice: Nike created LAUNCH, a partnership with NASA, USAID and the US State Department, to accelerate innovation in the materials industry. They found that there wasn’t a pipeline of more sustainable materials, so they brought organisations with a shared challenge together to share knowledge and resources. 2. Advocate an enabling context A policy can be a key barrier, therefore a change in policy can really enable activity. Work with policymakers and other stakeholders to build influence and address regulatory barriers.In practice: Global Alliance for Clean Cookstoves aims for universal adoption of clean stoves and fuels. They raise awareness and support from policymakers, donors and private, public and non-profit stakeholders. This range of activity can be prohibitively expensive for one stakeholder to tackle, best undertaken collaboratively.
How to generate new solutions? Expand 3. Drive product and service innovation Find, develop or create new innovations for the current market that better meet consumer needs whilst also addressing sustainable development challenges– have something worth scaling.In practice: Avis, a global car rental provider, found an innovation in ZipCar, a car sharing enterprise. Their reach and reputation helped scale this new service model for car hire and encouraged users to see the benefit in a shift from car ownership to car sharing 4. Create standards and ratings Ensure quality by establishing a ratings scheme or similar to promote continual improvement of standards across the market. Encourage a level playing field and reward high performance through competition.In practice: Unilever and WWF created the Marine Stewardship Council (MSC) standard for sustainably sourced fish, co-developed with the fishing industry, scientists and conservation groups. Numerous case studies highlight beneficial commercial and environmental impact.
Logo usage Expand Explore our brand and guidelines. If you would like to use Forum for the Future’s logo, please get in touch.
Logos and usage Expand The core Forum for the Future logo marque consists of typography enclosed within our changing window shape, and should be included in all of our communications. Logos and colour Our core logo may be used positive or reversed out. Our logo should appear in Earth blue and Ice white as specified in our core palette. Logo positioning types Our core logo is available in four positioning types. Each version see's the enclosing shape transformed to fit the four corners of the format, and should be employed to create variety in the application of the logo across differing marketing materials. When using our logo in this way, they should be butted right up to the edge of the document layout. Relative sizing should be assigned to the logo based on the given format, this in turn dictates the margins for the document. Logos over images Our logos can be used over images. Always ensure there is enough contrast between the background image and the logo. The typography in our logo can be filled with the appropriate colour from our palette or can be cut-out to allow part of the background image to be viewed through it. When positioning the logo over a background image careful consideration should be taken to avoid overlaying on overly complex parts of the image. Download the full logo pack
What is futures? Futures, also known as strategic foresight and futurology, is an interdisciplinary approach to understanding the likelihood of trends and events in the future, and of possible scenarios. Expand Futures, also known as strategic foresight and futurology, is an interdisciplinary approach to understanding the likelihood of trends and events in the future, and of possible scenarios. We use futures to help organisations grapple with uncertainty and change. By revealing the complex interplay of dynamic trends around us, and identifying risks, opportunities and powerful innovations, our futures work helps organisations to discover where to act for long-term success. Read about our futures projects here.
What is regenerative agriculture? Regenerative agriculture is one that puts back more into the environment and society than it takes out. Expand Regenerative agriculture is an approach to farming that puts back more into the environment and society than it takes out. As part of creating an agricultural system that is fit for the future, regenerative agriculture practices have the potential to create more resilient supply chains, restore soil health and enable farmers and businesses to thrive. Read more about regenerative agriculture.
What is sustainability? Sustainability is a dynamic process which enables all people to realise their potential and to improve their quality of life in ways that simultaneously protect and enhance the Earth’s life support system. Expand Sustainability is a dynamic process which enables all people to realise their potential and to improve their quality of life in ways that simultaneously protect and enhance the Earth’s life support system. Sustainable development means being able to fulfil the needs of those living today without compromising the ability of future generations to fulfil their own needs. Find out more about sustainability and system change.
What is systems change? Systems change is an approach we take to creating the big shift to a sustainable future. We use systems thinking to understand the web of interrelations that create complex problems, anticipate unintended consequences, and identify how and where to take action. Expand A system is a configuration of parts connected by a web of relationships towards a purpose. It can be an ecosystem, such as the marine environment, the food system or socially created systems such as education and health. Systems can be small, such as organisations, or large, such as the whole economy. A systems approach shifts the focus from individual parts to how the parts are organised, recognising that interactions of the parts are not static and constant but dynamic and fluid. Systemic change is where relationships between different aspects of the system have changed towards new outcomes and goals. And it’s driven by transformational, not incremental change. Find out more about system change and why we think it’s so important.Explore The School of System Change.
Writing Guide Expand This guide is not meant to be prescriptive – its aim is to ensure Forum for the Future documents and publications are reasonably cohesive in style: use it for guidance, but overrule it if you have a good reason for doing so. Download