Brand Manual
A visually structured guide for consistent use of the IPA identity across print, digital, events, and communications.
Professional. International. Recognisable. Service-led.
This manual expands the original IPA brand page into a more polished and practical brand system. It is intended to help sections, designers, volunteers, partners, and communications teams apply the brand in a way that is consistent, professional, and visually strong.
The recommended visual direction is built around institutional blue, gold accents, strong white space, clean typography, and controlled use of red. The result should always feel official, international, and recognisable.
Summary Recommendation
Anchor the identity in IPA Blues, use Gold as the prestige accent, keep Red disciplined, and rely on clean typography and generous white space to achieve a more modern, credible, and unified visual presence.
1. Brand Foundation
The International Police Association identity should present the organisation as trusted, coordinated, international, and service oriented. It should combine heritage and authority with clarity and approachability.
| Brand character | Professional, disciplined, international, respectful, and dependable. |
| Visual impression | Official, clean, balanced, and easily recognisable across countries and sections. |
| Emotional tone | Confident, welcoming, credible, and calm. |
| Strategic purpose | To unify communications and strengthen public trust in the organisation. |
Core brand attributes
- Authoritative but approachable.
- Traditional in values, modern in communication.
- Formal without becoming cold or bureaucratic.
- Consistent enough for global use, flexible enough for local application.
2. Logo System
Primary marks, secondary marks, and how they should be used.
The logo is the most recognisable element of the IPA identity. It should appear consistently and never be altered, stretched, redrawn, or recoloured outside approved versions.
Primary Logo
Secondary Logo
Monochrome Use
Use a one-colour, white, or black version only when production or contrast conditions require it.
Logo rules
- Always use approved artwork.
- Maintain clear space around the logo equal to at least the height of one star or one capital letter.
- Do not place the logo on visually cluttered backgrounds.
- Do not apply shadows, gradients, or decorative effects.
- Do not rotate, stretch, or condense the mark.
- Keep the circular badge legible by respecting minimum size in print and digital formats.
3. Color Palette
A clear palette built from the existing emblem and extended for modern use.
| Colour | Hex | Recommended Use |
Swatch |
| IPA Blue | #0061A7 | 2nd Primary brand colour for headings, panels, title areas, and digital surfaces. | Sample |
| IPA Gold | #E2B900 | Borders, highlights, prestige cues, dividers, and emphasis. | Sample |
| IPA Red | #E3000F | Controlled accents, highlight shapes, alerts, or visual emphasis. | Sample |
| Bright Blue | #C9E0EE | Soft backgrounds, infographics, support panels, and document sections. | Sample |
| IPA Navy | #16334F | 1st Primary brand colour, Body text, deep contrast, table headers, structured layouts. | Sample |
| White | #FFFFFF | Open space, reversed text, document clarity, and light layouts. | Sample |
| Deep Royal Blue | #004B82 | Alternate dark brand surface or header colour. | Sample |
| Sky Tint | #EAF4FA | Subtle section fills and calm background areas. | Sample |
| Warm Gold Light | #F2D24B | Gentle highlight panels and data emphasis. | Sample |
| Gold Dark | #B89200 | Richer premium accents and formal trim. | Sample |
| Alert Red Dark | #B80014 | Deeper controlled emphasis where stronger red is needed. | Sample |
| Slate Blue-Grey | #5B7186 | Captions, secondary text, supporting lines, and UI-like elements. | Sample |
Recommended proportion
- 60% neutral space such as white, pale blue tints, and light greys.
- 25% blue and navy structural colour.
- 10% gold accent., 5% Red
4. Typography
Typography should help the brand feel professional and modern while remaining highly legible across software, countries, and formats.
| Role | Preferred Font | Guidance |
| Primary headings | Poppins Bold / SemiBold | Use for section titles, page headings, and graphic headlines. |
| Body copy | Poppins Regular | Use for reports, letters, brochures, templates, and general reading text. |
| Impact display | Swiss 721 Black BT | Use selectively for campaign headings, event graphics, and large-format emphasis. |
| Fallback option | Montserrat / Arial | Use where software or licensing makes primary fonts unavailable. |
International Scripts & Non-Latin Languages:
Poppins does not support every global alphabet. For approved regional alternatives across Greek, Cyrillic, Hebrew, and other scripts, consult our Language & Font Reference Guide.
Suggested alternate fonts
- Montserrat - the closest practical alternative, clean and slightly more formal.
- Avenir Next - polished, premium, and highly versatile.
- Aptos - useful for office templates and wide accessibility.
- Source Sans 3 - highly readable across long-form digital content.
- League Spartan or Archivo Black - strong display substitutes when Swiss 721 is unavailable.
Typography rules
- Prefer sentence case or title case rather than full capitals for most headings.
- Use bold for emphasis rather than underlining.
- Keep line spacing open and readable.
- Reserve heavy display typography for high-impact moments only.
5. Voice, Imagery and Layout
The IPA visual identity becomes stronger when it is matched by a consistent verbal tone and disciplined design approach.
| Voice | Clear, respectful, confident, internationally understandable, and service led. |
| Photography | Authentic, professional, cooperative, community-aware, and internationally representative where possible. |
| Graphic style | Structured, spacious, and emblem-inspired without becoming overly ceremonial or cluttered. |
| Layout behaviour | Use strong hierarchy, consistent margins, clean alignment, and generous white space. |
Recommended imagery
- Real people, real events, real cooperation.
- Community engagement, training, partnership, service, and international connection.
- Images that feel respectful and documentary-led rather than theatrical.
Avoid
- Low-resolution or heavily filtered images.
- Overly militaristic or sensational imagery unless context truly requires it.
- Crowded layouts with too many colours, type styles, or decorative effects.
6. Applications and Governance
Where the system should be used and how consistency should be maintained.
Recommended applications
- Letterheads, stationery, and certificates.
- PowerPoint templates and presentation covers.
- Social media post templates and profile imagery.
- Banners, signage, event backdrops, and merchandise.
- Reports, annual reviews, policy documents, and member communications.
Governance recommendations
- Maintain a central master asset library for logos, colours, and templates.
- Assign approval responsibility for major public-facing materials.
- Update the manual periodically as the brand evolves.
- Provide simplified quick-reference sheets for sections and volunteers.i