Search icon

CIWF International Brand Guide

Compassion in world farming brand and visual ID guidelines

Welcome to the Compassion in World Farming Brand and Visual Identity Guidelines.

These guidelines are intended for use by staff and trusted suppliers of Compassion in World Farming. Our aim is to provide a user-friendly guide and the tools needed to apply and communicate consistently our global brand and visual identity.

Brand insight

CIWF brand values document cover. Three sheep in a field.

To understand our essence, core values, tone of voice, positioning, and approach, you can download insight into Compassion in World Farming's brand as a PDF.

Visual ID guidelines

Before using Compassion in World Farming logos and artwork, please download and read our International Visual ID Guidelines.

Logos and fonts

Download international logos and fonts.

We like our logo!

Please don’t change it. Please treat our logo with care and compassion and give it the space it needs.

Size matters

We want our logo to be seen. It can be as big as you like, but please don’t make it any smaller than 40mm wide (or 30mm for CIWF version).

Logos Actual Size

It’s a ‘free-range’ logo

Please don’t box our logo in; it needs breathing space from text, images and other graphic elements, such as third-party logos on joint projects.

The minimum clearance space on all sides of the logo is equal to the width and height of the capital letter ‘M’ in COMPASSION or the ‘W’ in CIWF:

117337_CIWF_logo clearance_1.jpg
117338_CIWF_logo clearance_2.jpg
117335_CIWF_Italia clearance.jpg
117339_CIWF_logo clearance_3.jpg

Common mistakes

Using backgrounds that affect legibility:

117330_CIWF_8_background colour.jpg

Boxing it in:

117329_CIWF_7_green box.jpg

Distorting by squashing, stretching or rotating:


Altering the colour or the typeface:

117328_CIWF_6_wrong colour.jpg
117323_CIWF_1_altered typeface.jpg

Re-arranging the elements:


Protected by trademark

The Compassion in World Farming International logo is a registered trademark:
UK Trade Mark Registration (UK Intellectual Property Office): 2472685
EU Community Trademark (OHIM – Office for Harmonization in the Internal Market): 007584551 and 007584451.

Contact details

Our aim is to continually update these pages and improve them over time. If you have any suggestions or corrections, please contact us.

Quick links

Download all logos and assets.

To request a logo modification please make an application using the Logo Modification Request Form.

Quick links to country-specific logos:










You are using an outdated browser which we do not support. Please upgrade your browser to improve your experience and security.

If you have any further questions regarding this, or any other matter, please get in touch with us at We aim to respond to all queries within two working days. However, due to the high volume of correspondence that we receive, it may occasionally take a little longer. Please do bear with us if this is the case. Alternatively, if your query is urgent, you can contact our Supporter Engagement Team on +44 (0)1483 521 953 (lines open Monday to Friday 9am to 5pm).