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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.

Global Brand: Insight & Visual Guidelines

Our essence and core belief
farmed animals should not, and need not, suffer.
Our vision
is a world where farmed animals are treated with compassion and respect.
Our Mission
is to end factory farming.


Factory farming is the single biggest cause of animal cruelty on the planet and a key driver in the climate, nature and health catastrophes facing humanity.


Our aim is to prevent the suffering of billions of farmed animals and ensure a healthy future for people and our planet.

Our work will drive lasting impact for all sentient animals farmed for food, including both familiar species such as cattle, pigs and chickens etc. as well as those less so, like fish, octopuses and insects. In ending factory farming and shifting to nature-friendly food systems, our mission will benefit all animals affected, whether farmed or wild, on land or underwater.

Our success will ultimately be measured in terms of animal welfare impact. This impact measurement will be based on both the numbers of animals leading better lives and the level to which fewer animals are being used in the system.

  • All that we do is about animal welfare.
  • We see two key pillars in driving animal welfare: raising standards within existing systems; and changing systems altogether to ones that can truly deliver high animal welfare.
  • Compassion is leading the way in situating animal cruelty within the bigger picture; clearly showing the central role that factory farming plays in driving planetary climate, nature and health emergencies.
  • We develop new and compelling narratives to demonstrate why ending factory farming and related overconsumption of meat are key to a sustainable future for people as well as animals.
  • We see ending the gratuitous cruelty of cages as an essential precursor to the bigger change so urgently needed.
  • We take a broad-church approach to our movement, which means we will work with the widest possible constituency of change-makers and influencers.
  • As well as running our own distinct campaigns, we are generous leaders. We firmly believe that faster, longer lasting change will come about when we are able to mobilise and work alongside a broad movement of individuals and organisations who share our vision of a better food system – for animals, people and planet. When communicating campaign progress and success, it is our policy to publicly acknowledge and applaud the work of such partners and allies whenever possible.

We are the leading specialist organisation for farm animal welfare worldwide.

We are different to other organisations in the animal welfare sector because of the following combination of factors:

  • We were founded by a dairy farmer.
  • We are the major advocacy organisation focusing on farmed animal welfare.
  • We have a worldwide presence.
  • We engage positively with the food industry and facilitate progress.
  • We campaign at intergovernmental level, such as the United Nations, World Bank and International Finance Corporation (IFC).
  • We strive to be at the leading edge of active, vibrant campaigning for farmed animals.
  • We have the largest concentration of professional people devoted to farm animal welfare advocacy in the world.
  • We are independent.
  • We expose the hidden cruelty and suffering caused by factory farming.
  • Our research ensures that our work is recognised for its rational and evidence-based approach to the welfare of farmed animals.


In the 1960s, a British dairy farmer named Peter Roberts became horrified by the direction livestock farming was heading. Appalled by the cages and crates that had started to become commonplace, Peter took his concerns to the established animal charities of the day.

When he saw how reluctant others were to act, Peter called a small meeting around his kitchen table. At that meeting, with a few visionary friends, he took the bold step of founding Compassion in World Farming.

Since its formation in 1967, Compassion in World Farming has existed to improve the welfare of billions of animals and end factory farming.

Factory farming was already a broken system in the 1960s, but in the drive for ever increased yields and productivity, today we are pushing farm animals even harder, shaving margins ever closer and cutting corners whenever we think no-one is looking.


We follow in the footsteps of our founder, and dairy farmer, Peter Roberts.

We are:

  • determined
  • direct, but non-aggressive
  • engaging
  • passionate
  • focused

Our tone of voice is:

  • knowledgeable
  • forthright
  • change-driven
  • authoritative (we speak with gravitas)
  • clear
  • good natured


Championing animal sentience

Farmed animals are sentient beings and can experience joy and wellbeing, as well as pain and suffering.

Promoting compassion

All farmed animals should be treated with compassion and respect.

Advancing humane and sustainable food

We advocate a pioneering approach to food that benefits farmed animals, and thereby people and the planet too.

Focusing on impact

Our objectives-led campaigns aim to achieve the greatest impact for farmed animals.

Acting with integrity

We communicate honestly and in a principled manner.

Factual and science-based

Our work is backed by scientific evidence, sound research and best practice.


We make efficient and measurable use of resources, reporting openly on our work.

We seek to influence those who shape, make or fund policy on food, farming and animals through direct engagement, research, communications and building a movement for change.

Urgency requires us to be ruthlessly focused on the most critical stakeholders for driving change. We will therefore focus on the United Nations (UN), key governments / European Union (EU), companies and financial institutions.

As well as direct engagement with stakeholders, building a movement by mobilising people is a key part of creating change for a compassionate future. That is why our supporters, partners and allies are central to all we do.

Our 3 change goals

Change Goal 1: To shift from factory farming to regenerative production.

Change Goal 2: To reduce reliance on animal products.

Change Goal 3: To achieve adoption of positive animal welfare as essential for sustainable climate and nature-friendly food.

Our objectives

To accelerate change for animal welfare, our objectives are focused on making systemic change, leveraging iconic animal welfare issues as a catalyst, and building momentum for a shift in the global food system.

To achieve a Global Agreement to replace factory farming with regenerative, agroecological agriculture and a consequent reduction in overall consumption of animal-sourced foods by 2030.

To achieve government legislative and subsidy reforms that drive transformational change for animal welfare, reduce reliance on animal-sourced foods, and encourage more regenerative, nature-friendly farming.

To achieve corporate commitments from leading companies that drive transformational change for animal welfare, reduce reliance on animal-sourced foods, and encourage more regenerative, nature-friendly, farming.

To mobilise the financial sector, gaining commitments and greater influence to deliver shifts away from factory farming, instead toward regenerative farming with high animal welfare and more non-animal-sourced proteins.

Logos and fonts

Download international logos and fonts.

Our logo is a concise statement of what we stand for: we want farm animals around the world to be treated with compassion. For linguistic reasons, our logo is abbreviated to CIWF for our French and Italian offices.

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

The logos are the sole property of Compassion in World Farming International and may only be used with Compassion’s permission. All logos in all formats can be downloaded from

As a rule, Compassion’s logo, in any forum, should not be modified in any way.

Our logo is a key element of our global brand and is legally trademarked, and as such, should only be adapted in very special circumstances and very rarely, with formal approval for each change, even if previously approved.

Any modification must go through an approval process:

  1. A lead-time of 4-6 weeks may be necessary to get approval for a logo change and make changes to the design of a logo.
  2. Discuss proposal to make a change to the logo (including why, in which channels / audiences, timeline, etc. – download and complete the logo modification form with your line manager and Head of Department.
  3. Contact the Global Head of Media and the Production & International Visual Brand Manager to request time-limited logo modification, including the above details/completed logo modification form. If they are broadly supportive, they will then share the request by email with Global Director of Fundraising and Global Director of Campaigns (ideally 4 weeks before start of requested change).
  4. Any modifications to Compassion’s brand, in any forum, will then be submitted to the Communications and Brand Steering Group for discussion.
  5. The Global Director of Fundraising (GDF) has overall responsibility for our global brand and must give approval.

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:



Logo variations and applications

All international logos can be downloaded from the Compassion Logos and Brand folder.

Master logo (A) 

Master logo (A)

The Master logo should be used by default where possible.

It is for use on white and light backgrounds.

Black and white logo (B) 

Black and white logo (B)

The Black & White logo is used in black and white print, or where the background colour compromises the legibility of the Master logo.

Reverse logo (C) 

Reverse logo (C)

The Reverse logo is only to be used on the Compassion Green background colour.

NB: This logo is only available in EPS and PNG files

Alternative master logo (D) 

Alternative Master logo (D)

The Alternative Master logo is only to be used on a dark background when the legibility of the Master logo is compromised.

NB: This logo is only available in EPS and PNG files.

Transparent logo (E) 

Transparent logo (E)
Transparent logo white

The Transparent logo is available in Black or White.

TRANSPARENT BLACK when the background is light- to mid-tone.

TRANSPARENT WHITEwhen printing mono (e.g. newspaper print).

NB: This logo is only available in EPS and PNG files.


Social media

For all profile pictures, a cropped version of the Compassion logo showing just the lamb can be used. The same application rules apply as the full Master logo variations.

Social media logo

For the best results use the following dimensions:

  •  Facebook: 320x320 pixels
  • Twitter: 400X400 pixels
  • Instagram: 180x180 pixels.

Global Visual Guidelines Print

The following guidelines apply to all to all print materials (and PDFs).

Primary Colours

Compassion Green

CMYK: 64 0 100 0

Pantone: 368

RGB: 102 188 41

Hex: #66BC29


CMYK: 0 0 0 0

Pantone: Black

RGB: 0 0 0

Hex: #000000



Pantone:         White


Hex:  #

Primary Font

Download Frutiger from the Compassion Logos & Brand Folder.

All text must align to the left margin.

The letters and space between characters, words and lines (tracking, kerning and paragraph breaks) should remain pure, e.g.: 0.

Font examples

Global Visual Guidelines Digital

The following guidelines apply to all ‘on-screen’ digital media web, PPT, emails etc.

Primary Colours

Compassion Green
RGB: 102 1088 41
Hex: #66BC29
RGBL 255 255 255

Secondary Colours

Dark Green
RGB: 11 171 71
Hex: #0BAB47
Dark Grey
RBG: 30 30 30
Hex: #1E1E1E
Light Grey
RGB: 236 236 2356
Dark Orange
RGB: 219 60 10
Hex: #DB3C0A
Light Orange
RGB: 245 85 35
Hex: #F55523

Digital Fonts

Both fonts can be downloaded from the Compassion Logos & Brand Folder.

Font example digital

Guidelines for images and film footage



Make sure you have permission to reproduce any images/footage sourced from stock libraries for the correct media and distribution figure (print and online). Special licences are required for different media, e.g. commercial licences are required if we are selling merchandise that has a stock photo (t-shirts, cards etc.).

Make sure you get permission to use other NGOs’ images/investigations, as they may not agree to us using them for fundraising. Always credit images/footage to NGOs.

Images of ‘real people’ such as supporters, celebrities and patrons are impactful and help support the feeling of our ‘movement’/voices coming together. You must have their permission to use their image – and written consent from the parent or guardian of any person under the age of 16.

Credit / copyright

If purchased from stock libraries, you must credit agency/photographer where required. The standard wording is: Photo © Organisation/Photographer.

Credit CIWF/[Country] for our images/footage, as it shows supporters we put their donations to good use, we’re ‘on the ground’ exposing the truth, raising awareness in the media, and makes our donation asks relevant.


Before applying text or logo to images/film, be mindful not to compromise legibility or accessibility.

Images should be in focus and high resolution.

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:









Imagery Guidelines

Before applying text or logo to images, please be mindful not to compromise legibility by using busy background images and colours.

Good Image Use

Clean, natural, bright & fresh – representing the environments we want farm animals to live in. In focus, high resolution, well photographed, engaging images that convey the value, sentience and beauty of farm animals.

Close ups, detail and unusual crops create a sense of intimacy and spontaneity; we particularly like the eyes of animals – they tell a story.

We use investigative photographs and film stills that expose the gritty horrors of factory farming; but nothing too gory so as to abide by fundraising/advertising standards. Remember that any ID tag must have the number obscured, so as to protect the investigator and the farm.

Montages of supporters in action – e.g. at events, demonstrations, on Twitter – are impactful and help support the feeling of our ‘movement’/voices coming together.

Use captions for credits and or to describe further information about the image. Text overlaid on images should be avoided and if used be minimal and illustrative only. Any text overlaid on an image must still be clearly legible on smaller screens such as mobile.

All images must have alternative text. This should describe the story of the picture, telling the Who, What and Where of the image.

If purchased from third-party libraries, you must credit photographers/agencies where required. The standard wording is: Photo © Name/Organisation.


Make sure the image is correct! E.g. When talking about broiler chickens, don’t use an image of an egg-laying hen; when talking about organic pigs, make sure their tails are intact. What we do is quite specific, so we have an extensive Image Library that reflects our activities: investigations, campaigns, research, farming, farm animals.

Make sure you have permission to reproduce the image in print and online – special licences are required for different media, e.g. commercial licences are required if we are selling merchandise that has a stock photo (t-shirts, cards etc).

What to avoid

Images that risk making the organisation look foolish, amateurish or unprofessional; and that misrepresent the truth: Low resolution, out of focus, ‘busy’ images that lack focus.

Using over-artworked images, clip art, and low-quality stock photos that don’t reflect our professionalism. Images that are too cute or anthropomorphic.

Occasional cut-outs of individual animals, front-facing – for raffle stickers, SET posters, FAV are acceptable – but never a group, floating in mid-air, or facing away from the text.

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

To understand our brand, why we exist, our core values, what we want to achieve and how we aim to achieve it, you can download our Insight & Visual Guidelines as a PDF.


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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).