Brand Guidelines
Our visual identity reflects our mission: rigorous, independent research that's accessible to everyone. Use these guidelines to maintain consistency when representing GCRI.
Logo & Wordmark
Primary Logo
Use this version on light backgrounds. Maintain clear space equal to the height of the "G" on all sides.
Dark Version
Use this version on dark backgrounds. Maintain the same clear space rules.
Full Wordmark
Use when space allows and additional context is needed. The full name should always appear in sentence case.
❌ Logo Don'ts
Don't rotate
Don't change colors
Don't change font
Don't reduce opacity
Color Palette
Primary Colors
GCRI Blue
Charcoal
White
Secondary & Accent Colors
Typography
Headings
Primary typeface for all headings, navigation, and UI elements
Inter, system-ui, sans-serifBody Text
Inter Regular is used for body text throughout the website and publications. It provides excellent readability at all sizes and weights.
16px / 1rem (line-height: 1.5)Type Scale
Voice & Tone
✓ Rigorous
We are methodical, data-driven, and academically sound. Cite sources, acknowledge limitations, and present findings objectively.
✓ Accessible
Complex research should be understandable. Use clear language, define jargon, and provide context for non-experts.
✓ Independent
We maintain neutrality and transparency. Disclose funding sources, avoid advocacy, and let data speak for itself.
Writing Guidelines
- ✓Use active voice and present tense when possible
- ✓Write in first-person plural ("we", "our") for organizational content
- ✓Use Oxford commas for clarity
- ✓Spell out acronyms on first use: "Global Consumer Research Initiative (GCRI)"
- ✗Avoid marketing superlatives ("best", "leading", "revolutionary")
- ✗Don't make causal claims without evidence
Usage Examples
Mobile Payment Adoption in Sub-Saharan Africa
Our analysis of 380,000 survey responses across 18 countries (n=380K, 2024) finds that 88% of online transactions occur on mobile devices, significantly higher than the global average of 68%.
REVOLUTIONARY Study Shows Africa is LEADING Mobile Payments!
Everyone in Africa loves mobile payments and they're clearly the best solution for the future of commerce worldwide.
Download Brand Assets
Complete brand kit including logos, color palettes, templates, and guidelines in multiple formats.
Questions about brand usage? Contact brand@worldconsumerdata.org