Building Africa's Food Future Together
These guidelines ensure AGRA's brand is presented consistently, powerfully, and with the authenticity that reflects our mission to end hunger and poverty on the African continent.
An Authentically African Organisation
AGRA is an authentically African organisation with one overriding purpose — to end hunger and poverty on the African continent.
We stand with and for all smallholder farmers because they are the true backbone of this great continent. Our brand reflects this identity: bold, grounded, and forward-looking.
Integrity
Transparency and honesty in all dealings with those we serve and our stakeholders.
Respect
Equal access to opportunities and resources for all, regardless of gender, beliefs or race.
Equity
Inclusive agricultural transformation and food systems thinking at the heart of all we do.
Stewardship
Careful management of knowledge, resources, and trust given by smallholder farmers.
A person with Ubuntu is open and available to others, affirming of others, does not feel threatened that others are able and good.
— Archbishop Desmond Tutu (1999)
AGRA is the Embodiment of Ubuntu
Ubuntu is the unique spirit of Africa that sets us apart—sharing resources, supporting one another, and fostering mutual respect. AGRA nurtures smallholder farmers, empowering them with knowledge and access.
This philosophy permeates every brand expression—from how we speak to how we design.
How AGRA Speaks
The AGRA voice is confident, approachable, friendly and calm. We use UK English throughout all communications.
Authority about Africa's potential.
Warm and accessible to all.
Human, genuine, and close.
Open about our work and methods.
Truthful about our impact.
The Five C's of AGRA
Catalyst
We catalyse change at scale by homing in on high-impact interventions.
Connected
We create connections with partners across the agricultural sector.
Credible
African-led institution that understands the realities on the ground.
Cross-Sectoral
Deploy capabilities combining depth of expertise with breadth of partners.
Committed
Transforming agriculture, supported by a vision-sharing consortium.
The AGRA Logo
The AGRA logo has a strong visual map of Africa with sunshine and rolling fertile fields embedded. The circle shows that Africa is centrally located on the globe.
Full Colour — White
Reverse — Green
Globe
Denotes global alliances and Africa's central position.
Hi-Tech Map
Continent's support and advanced technological capability.
Sunshine
Abundant crop growth and financial success.
The Logo - Don't's
The logo should appear only as previously shown in the manual.
Do use the logo only as shown in this CI manual
Don't distort the logo in any way
Don't change the proportions of the icon and the logo wording
Don't remove any graphics from the logo
Don't add additional graphics to the logo
Don't place the logo on background colours not shown in this CI manual
Don't change the logo colour to colours not shown in this CI manual
Don't change the font of the logo wording
Brand Colours
Dark Green
PANTONE 357 C
Light Green
PANTONE 376 C
Yellow
PANTONE 396 C
Grey
Cool Grey 11C
Poppins
AGRA uses Poppins exclusively for all primary communication. It reflects technical capability and approachability.