brand guidelines

Transcription

brand guidelines

brand guidelines
September 2008
contents
Breast Cancer Care brand guidelines 01
introduction
02
our ribbon
16
applications
28
brand elements
03
graphic styles
17
printed literature
29
the logo
04
level 1 linear ribbon
18
typographic layouts
30
strapline
05
level 2 dynamic ribbon
19
events and exhibitions
31
colourways
06
level 3 animated ribbon
20
stationery
32
encapsulated logo
07
PowerPoint
33
exclusion zone
08
images
21
recommended sizes
09
our style
22
talking about Breast Cancer Care
logo positioning
10
photography and our ribbon
23
legal requirements
37
variations
11
customising with our ribbon
24
language
38
colour
12
typefaces overview
13
sub-brands
25
typefaces external
14
logos 26
accessibility 15
Lavender Trust
27
35-36
layout, presentation and grammar 39-40
sign off
41
Breast Cancer Care
brand guidelines and
house style
These guidelines apply to all visual and written
communication produced or commissioned for Breast
Cancer Care, for both internal and external use. They
help create clear, effective communication and ensure
a consistent approach that strengthens Breast Cancer
Care’s brand and increases public recognition and
awareness of it.
The guidelines apply to all internally and externally
produced materials (electronic, printed or HTML).
They must be provided to any external agencies or
designers working with us directly. A shorter version
designed for partners such as corporate supporters is
also available, providing them with basic information
about using our corporate identity in their own
materials.
For any queries relating to house style contact the
production manager in the publishing team or the
head of communications.
These guidelines are broken down into the following
areas:
• Brand elements, our ribbon, images, sub-brands,
applications
• Talking about Breast Cancer Care, the Lavender Trust
and UK centres
• Legal requirements
• Language
• Layout, presentation and grammar
• Sign off procedures.
brand elements
the logo
Our logo creates a powerful, campaigning and
influential brand. It enables us to differentiate
ourselves and communicate to a wider audience more
effectively .
The Breast Cancer Care logo is the core element of our
identity. Our logo should be seen on everything we do,
from letterheads to job adverts to merchandising.
It should not be redrawn, digitally manipulated or
altered. The logo is always reproduced from a master
reference. This is available in eps, jpeg and gif format.
Always use the appropriate artwork format.
File formats
eps all professionally printed documents
jpeg Microsoft programmes
gif online usage
See page 6 for colour options.
The digital files can be obtained on request from the
production manager. Staff can also click through from
page 6 on the main logo variants to download files from
the company drive.
the logo
strapline
Our strapline ‘personal experience, professional
support’ is an important element of our brand. It
gives an instant snapshot of what makes us different
from other charities. It has been designed into our
stationery and should appear on the majority of our
materials. It must always appear in Omnes, lower case
throughout. Omnes Medium is the default standard.
The strapline can be placed in a complementary
position to the logo on the page. It must not be tucked
into the space immediately around the logo.
Wherever possible the strapline should appear in our
pink and purple, as shown.
If you have any questions about the use of the
strapline contact the publishing team, services
marketing team or head of communications.
personal experience professional support
personal experience, professional support
the logo
colourways
The logo can appear in the following colour options.
Wherever possible the standard logo must be used.
Standard version
For all light coloured backgrounds
Pantone®
Four colour process
Pink 241 76% tint
C.21 M.76 Y.00
Pink 241
C.33 M.100 Y.00
Purple 2617
C.82 M.100 Y.00
K.1.5
K.02
K.08
Reverse white
For darker backgrounds
Standard version
Reverse white
Reverse pink
Single colour pink
Single colour greyscale
Single colour black
Non-tinted
Three colour
Reverse pink
For Pink Pantone 241 backgrounds
Single colour pink (241 100%), Single colour greyscale,
Single colour black
These versions are only used on applications when
reproduction is restricted to one colour.
Non-tinted
This is only to be used in situations where the printing of tints
is impractical due to the chosen print process eg silk screen
printing . This version must never be used for litho or digital
printing. Permission to use this version must be obtained in
advance from the production manager.
Three colour version
This is only to be used in situations where the printing of tints
is impractical due to the chosen print process ie silk screen
printing. The third colour Pantone 674 colour replicates the
original pink tint. This version must never be used for litho
or digital printing. Permission to use this version must be
obtained in advance from the production manager.
Accessibility
The logo must always have good contrast with the background
to ensure maximum impact and accessibility on all our
communications.
the logo
encapsulated version
Sometimes our logo will need to appear on other
organisation’s materials where there are reproduction
limitations.
Our logo is available in a variety of colour options to allow
good reproduction and a strong visual presence in these
situations. Wherever possible the standard colour version
of our logo should be used in the most appropriate colour
option, single colour black or reversed out in white. Please
see page 6 for all the options that are available.
Our logo is also available as an encapsulated version for
situations where none of the colour options are suitable
due to colour reproduction limitations, ie the partner
organisation is only printing a single colour green.
Our logo appears in white, reversed out of a rounded
rectangle. The background colour of the rectangle should
be whatever single colour is being used. If the single colour
is black or pink Pantone 241 then the appropriate standard
version should be used – see page 6.
Permission to use this version must be obtained in
advance from the production manager.
Encapsulated version
the logo
exclusion zone
You should ensure the visual presence of our logo by
surrounding it with an area of clear space.
No graphic elements or text should appear within this
exclusion zone.
The exclusion zone is equivalent to the height of the
letter ‘c’ in our logo.
the logo
recommended sizes
Logo size consistency is important when producing a
wide range of literature.
Paper formats
Shown here are the recommended sizes for
reproduction across a selection of standard paper
formats.
Alternative paper sizes
The logo is reduced or enlarged proportionately to
accommodate alternative paper sizes.
30mm
20mm
44mm
Minimum size
DL
A4
Minimum size
The Breast Cancer Care logo must be clearly visible
and reproduced consistently. For this reason a
minimum size has been established. The size is 20mm
measured across the full width of the logo.
60mm
32mm
The logo does not have a maximum reproduction size.
A5
A3
the logo
positioning
The logo has been designed to allow flexible
positioning. We need to communicate effectively on
a multitude of different formats and platforms and
speak clearly to a diverse audience.
Our logo can appear in any of the four positions shown
ie the left or right hand corners at the top or base of
each communication. Our logo should not be centred.
The most appropriate position should be chosen
according to content and how the communication is
to be viewed. Our logo must always be clearly visible.
Items such as exhibition stands will be more effective
when the logo is in the top two positions.
the logo
variations
Shown opposite are the national Breast Cancer Care
logos and Trading Company logo.
The original artwork must always be used for these.
They should not be redrawn , digitally manipulated or
altered. The logos must always be reproduced from
a digital master reference. They are available as eps,
jpeg and gif files. Always use the appropriate artwork
format.
File formats
eps all professionally printed documents
jpeg Microsoft programmes
gif online usage
Please see page 6 for colour options.
The digital files can be obtained on request from the
production manager.
colour
core and secondary
Our core colours are Pink Pantone 241 and Purple Pantone
2617. They have been chosen to create a distinctive and
identifiable look and feel. They should be used prominently
on all our communications. Wherever possible our pink
should be more dominant than our purple.
A set of secondary colours supports these core colours.
The secondary colours should be used to add variety and
colour code publication families. Tints of our core and
secondary colours can also be used.
Pink 241 76% tint
C.21 M.76 Y.00 K.1.5
R.192 G.126 B.164
Pink 241
C.33 M.100 Y.00 K.02
R. 163 G.26 B.126
Purple 2617
C.82 M.100 Y.00 K.08 R.73 G.14 B.111
PANTONE®
2617
PANTONE®
241
The Pantone®, CMYK and RGB references for the core
colours are:
The secondary colours are:
Pantone 207
Pantone 390
Pantone 1665
Pantone 2718
C.05
C.31
C.00
C.64
M.100
M.00
M.80
M.50
Y.45
Y.100
Y.100
Y.00
K.22
K.03
K.00
K.00
Colour reproduction
Accurate colour reproduction is vital. Always match the
Pantone or CMYK reference indicated. RGB and web safe
references should be used for on-screen purposes and are
available from the new media team.
PANTONE®
207
PANTONE®
390
PANTONE®
1665
PANTONE®
2718
typefaces
overview
For letters, reports and other items you create and
produce personally you should use Arial 12pt.
For email Arial 10pt is permitted as some people find
larger type harder to read on screen.
Our house fonts for external publications across the
organisation are Omnes and Helvetica Neue 55 or 45.
All titles and headings should be in Omnes, however
Helvetica Neue 55 or 45 can be used in body text.
For longer documents Helvetica Neue may be a better
option over Omnes as it has better readability.
Sub-brands may also use Avant Garde.
The publishing team has the house fonts but any
external designers working for us will also need them to
have them or buy them.
Type size
For internally produced documents, type (point) size
should not be less than 12pt.
Our usual large print editions point size ranges from
16pt to 22pt (where possible ask what point size
is preferred). You can get further advice from the
publishing team on large print items.
Publications designed for an external audience will
sometimes use smaller point sizes but thought should
always be given to readability. The preferred minimum
size for body copy using Omnes is 11.5 point. Leading
(the space between the lines) should be two point
sizes larger than the type size.
Remember that producing accessible design is not just
about increasing the typesize. See page 15 for further
information.
Omnes Extra Light Omnes Light
Omnes Regular Omnes Medium
Omnes Semi Bold
Arial Regular Arial Bold
Helvetica Neue 45 Light
Helvetica Neue 55 Roman
typefaces
externally produced
applications
Distinctive, typography reinforces our personality and
adds impact and character to our messages. The core
Breast Cancer Care typeface is Omnes.
Omnes
Omnes has been chosen for its open, warm and
accessible feel. Omnes is available in a variety of
different weights from Omnes Extra Light to Omnes
Black for design flexibility and personality.
Omnes should be used on all our externally produced
communications such as campaign, event, fundraising,
materials, merchandising, signage and stationery. Use
Omnes for headings, titles and emphasis within copy.
It is suitable for body copy though Helvetica is also an
option when typesetting long documents.
Omnes is available from www.dardenstudio.com
Helvetica Neue
Helvetica Neue 45 or 55 are our body copy typefaces.
They should only be used for large amounts of body
copy. Omnes should still be used for all headlines,
titles, quotations and typographic emphasis.
No other typefaces are permitted. Inconsistent or
inappropriate use of typefaces can damage our visual
identity and credibility.
Omnes Extra Light Omnes Light
Omnes Regular Omnes Medium
Omnes Semi Bold
Helvetica Neue 45 Light
Helvetica Neue 55 Roman
accessibility
best practice
Designing accessible communications can present
a real challenge. Accessible print needs to be visually
interesting to draw a reader to it and legible for people
with sight problems. People with sight problems are
often marginalised by design with the production of
bland and uninteresting designs.
Word spacing
Changing the spacing between letters or words and
altering the proportion of the letters (horizontal
scaling) are often used to fit more text onto a line. This
should be avoided as too little or too much space can
make text illegible.
In reality, it is impossible to design something that
is accessible to everyone. Our aim is to make our
communications available to as many people as
possible, while balancing this with the need to be
creative, impactful and visually stimulating.
Alignment
Left aligned body copy with a ‘ragged’ right hand margin
is the most legible as it is easier to find the start and
finish of each line. The spaces between each word are
also equal.
Type size
The preferred minimum size for body copy using
Omnes is 11.5 point. Please see pages 13 and 14 for
further details.
Contrast
There should always be high tonal contrast between
the text and the background it is printed on. Contrast
is greatest when dark colours are combined with very
pale colours or white.
Capital letters
Copy is generally set in upper and lower case. Setting
text in large amounts of capital letters can be harder
to read than lower case letters. Using capital letters for
headings and emphasising single words is acceptable.
Italics
These should be treated in a similar way to capital
letters. Many partially sighted people can find them
difficult to read so they should be used minimally.
Using bold copy or a strong colour to add emphasis
is a good alternative.
Leading
Leading (or line feed) is the space between one line of
type and the next, measured from baseline to baseline.
If leading is too narrow or too wide, the text will be
difficult to read. As a basic rule, the leading should be
a minimum of two point sizes larger than the type size.
Reversing out copy
The background colour should be as dark as possible.
White copy reversed out of our purple or black are
the most legible. Attention should be paid to type size
and very light weights of type to ensure copy is always
legible.
Copy on images
Setting text on an image can make it difficult to read.
The background must always be even in tone with
excellent contrast and should be digitally retouched, if
necessary.
Design
Accessible design is clean, simple and uncluttered with
good visual navigation. Clear space is important for
accessibility. Pages should not be crammed with copy,
images and graphics. If you are commissioning design it
is well worth discussing word length with the publishing
team at the outset of your project so that your key
messages can come across clearly and effectively.
Copywriting
Copy must be engaging, informative and concise.
Avoid writing long headings that lack impact. This will
help ensure that your messages are clear and well
presented. Well crafted copy and clear, effective,
modern design allows us to engage with our audiences.
Please see our language, layout, presentation and
grammar sections on pages 37 to 39.
To get the best quality result from your copy and design,
follow the sign off process you’ll find on page 40. For advice on copywriting contact the editorial
manager, head of communications or services
marketing team as appropriate to your project. For
layout advice contact the production manager in the
first instance.
our ribbon
our ribbon
graphic styles
The Breast Cancer Care striped ribbon is a unique and
valuable asset.
It is used as the key graphic element of our visual
system to create a distinctive, dynamic personality
across all our communications.
breast awareness and you
Providing you with the
information you need
about breast awareness
and breast health
The striped ribbon is used on three graphic levels.
Each level uses our ribbon in a subtly different style.
They enable us to customise our visual approach and
tone of voice to target our different audiences, while
remaining distinctly part of the Breast Cancer Care
brand.
Level 1 linear ribbon
Level 1 uses the ribbon graphic in a minimal, restrained
linear style. Use this style when a more serious and
restrained tone of voice is appropriate.
Level 2 dynamic ribbon
This takes the ribbon graphic a step further and utilises
the dynamic curves and energy of our ribbon. This
style can be used on the majority of our materials.
Level 3 animated ribbon
The ribbon is evolved into an illustrative, animated
style. This graphic style is not for general use, it is more
suitable for campaigning, promotional and fundraising
communications. Permission to use this style must
be sought from the head of communications or the
marketing manager or production manager before
commissioning design concepts.
The ribbon graphic cannot be used independently of
our Breast Cancer Care logo. Our logo must always be
clearly visible.
Please see pages 18-20 for further examples.
our ribbon
level 1 linear
This uses the ribbon in a refined, linear style. It takes
inspiration from the three stripes that combine to
create the Breast Cancer Care ribbon.
Providing you with all the
and breast health
The three stripes can be used to create an underlying
grid structure that divides the page, as a holding device
for images and copy or as a tabular graphic.
personal experience practical support
Providing you with the information you need
about breast awareness and breast health
There should always be an element of the three
stripes, however the width of each can vary according
to content and usage, as shown.
A subliminal reference to the ribbon can also be
created with curved edges on graphic blocks of colour
and images.
Usage
This minimal approach is suitable for communications
that require a more serious tone of voice.
and breast health
personal experience practical support
our ribbon
level 2 dynamic
This uses the ribbon as a dynamic, supportive graphic.
It is inspired by the energy of the curves within our
striped ribbon.
Providing you with
the information
you need about
breast awareness
and breast health
The ribbon interacts with the elements on the page
or screen. It can also be rotated and used at an angle
or as a subtle translucent overlay onto photography.
Sections of the ribbon can be cropped to create
framing devices, graphics and divide the page or
screen.
Wherever possible the relationship between the three
stripes of the ribbon should remain consistent.
This approach will also work very effectively with paper
engineering, embossing and die cutting.
Providing you with
the information
you need about
breast awareness
and breast health
Usage
The dynamic ribbon style is appropriate for the
majority of our communications.
Providing you with
the information
you need about
breast awareness
and breast health
and breast health
and breast health
Providing you with
the information
you need about
breast awareness
and breast health
Providing you with the information you need
about breast awareness and breast health
As a default our ribbon should appear in the Breast
Cancer Care pink and purple combination. All pink
or white reversed out of a colour are second choice
alternatives. Black and greyscale versions are only to
be used if colour reproduction is unavailable, eg press
adverts.
Secondary colours
When using the entire ribbon or when a large
percentage of it is visible it cannot appear in our
secondary colours. Only sections or abstract crops of
our ribbon can appear in the secondary palette. See
page 29 for examples.
and breast health
Providing you with
the information you
need about breast
awareness and
breast health
Providing you with
the information
you need about
breast awareness
and breast health
our ribbon
level 3 animated
This ribbon is evolved into an illustrative, animated
style. It also uses strands independently to interact
with images and typography.
Providing you with
the information
you need about
breast awareness
and breast health
breast health
awareness
Providing you with the information
you need about breast awareness
and breast health
Usage
This graphic style is not for general usage. The
greater level of flexibility offered with this approach is
most appropriate to campaigning, promotional and
fundraising communications.
Guidance and permission must be sought from the
head of communications, marketing manager or
production manager before commissioning design
concepts.
Providing you with
the information
you need about
breast awareness
and breast health
information you need about
breast awareness and
breast health
personal experience
professional support
images
images
our style
Photography is a powerful and dynamic tool. It communicates our
values and the diversity, energy and personality of what we do. A great
photo, used well, will always enhance a communication. However,
gratuitous and inappropriate use of imagery can be detrimental to
our brand and key messages. Choose carefully, use sparingly.
Photography conveys emotions and atmosphere, so if you have the
opportunity to commission photography for your project try to brief
your photographer with this in mind. They may be able to find an
unusual or inspirational perspective which can help you engage with
your audience. Our image style is natural, supportive, professional,
positive, warm and real.
We recommend that our images appear in full colour. However,
images can also be reproduced in duotone or black and white if this is
appropriate to the tone and design.
Commissioning photography
When commissioning photography you have a great opportunity
to create a strong tie in within the image to our main brand colours
– if you can you should introduce an element of pink or purple into
the photo before it is taken. This could be anything from an item of
clothing, to smaller items in the scene or set dressing such as plants,
flowers or background elements.
Consider the backgrounds and how the images may eventually be
used. The background may well need to have clear space for titles,
copy or our logo. Eye contact between the model and the audience
can be very powerful, so consider encouraging your model to make
eye contact with the camera for some of the shots. This can be
particularly helpful for fundraising materials.
Always ensure that the model release procedure has been followed.
Only use images that are relevant and add value. Ensure the content
does not offend or alienate. Avoid racial and gender stereotyping.
Images must be print quality, 300dpi. 72dpi is recommended for
web and screen based images.
Photography examples © Getty Images, Axiom Photographic Agency, Breast Cancer Care
images
photography and
our ribbon
Our ribbon graphic allows us to customise the images
we use and strengthen our communications. The
ribbon can work as a subtle or dramatic overlay. It also
provides a framing or holding device for headings,
titles and our strapline. It allows us to place copy onto
images without affecting legibility. Always ensure
the tint is strong enough to allow good legibility. We
recommend a tint of 70-95%.
Our Breast Cancer Care colours, pink and purple,
should be used within the ribbon. The colours can be
solid, tinted or translucent.
Careful placement and interaction between the image
and the ribbon graphic is very important. Always ensure
the final image has a warm and supportive feel. The
ribbon must not obscure or mask the model’s face.
Our full logo must always appear in plain sight on
any applications that use the ribbon device within
photography. Please see pages 9 and 10 for further
information on sizing and positioning.
personal
experience professional suppor
t
images
customising with
our ribbon
Our ribbon graphic has the potential to reinforce our
key messages and communicate Breast Cancer Care’s
brand in lots of ways.
The ribbon can be a subliminal part of the image
environment or styling. It can be created into a pattern
on material or retouched onto a prop. The ribbon can
appear in the background environment, wallpaper, the
icing on a cake, a branded product or a pair of trainers.
The possibilities are endless.
Always ensure the initial image is of a good artistic
standard and quality before commissioning any
retouching.
Our full logo must always appear in plain sight on
any applications that use the ribbon device within
photography. Please see pages 9 and 10 for further
information on sizing and positioning.
sub-brands
sub-brands
logos
In certain circumstances it is necessary to enable a
sub-brand, campaign or fundraising event to have a
stronger visual presence.
Sub-brands are allowed to create their own
typographic identity using either Avant Garde (to
create a strong visual link with the typography of our
logo) or Omnes. Some examples are shown opposite.
The only sub-brand to use a graphic is the Lavender
Trust. No new graphics should be created in the
development of sub-brands.
Our core colour palette of pink and purple must be
used. No other colours are permitted.
Pink 241
Purple 2617
C.33
C.82
M.100 Y.01
M.100 Y.00
K.02
K.08
Our Breast Cancer Care logo must always appear
prominently on all sub-brand applications, within the
same visual space. The only exception is Lavender
Trust which incorporates our full name within its logo.
A sub-brand must never be allowed to dominate our
core brand.
Excessive sub-brands will dilute and erode the
core Breast Cancer Care brand. For this reason
their creation and usage is strictly limited. Prior
authorisation must be obtained from the head of
communications before commissioning.
sub-brands
Lavender Trust
Lavender Trust
The Lavender Trust was created to help with our
fundraising for younger women. It raises money
to fund Breast Cancer Care’s support and
information for this age group.
Our services for younger women are provided
under the Breast Cancer Care brand in exactly
the same way as all our other services. (This is
important so that people perceive a consistency
of delivery across all our services.)
In order to raise more money for our services
for younger women, we need to strengthen
public understanding of how the Lavender Trust
fits in to Breast Cancer Care. We therefore
need to explain how a service for younger
women is funded, where there is an appropriate
opportunity.
The following wording should be used in
relevant services publications and leaflets to
help with this:
‘This service is funded by the Lavender Trust
at Breast Cancer Care, which raises money
specifically to fund our information and support
for younger women. For more information on
how you can help, see www.lavendertrust.org.uk’
When writing extended copy about the
Lavender Trust, the first mention should refer
to the Lavender Trust at Breast Cancer Care.
Subsequent mentions can then refer simply to
the Lavender Trust.
The Lavender Trust logo can be used next to
the explanation if there is space, but this is
not mandatory. It is, however, important that
in all cases except where we are raising funds
specifically for younger women, Breast Cancer
Care must be the dominant brand in any
communication.
Standard version
If you have any queries about how to use the
Lavender Trust and Breast Cancer Care brands
together, please speak to the marketing team or
Talking about the Lavender Trust
In addition to the copy opposite the following
may be used.
One sentence version
The Lavender Trust at Breast Cancer Care raises
money specifically to fund our information and
support for younger women.
Two sentence version
The Lavender Trust at Breast Cancer Care raises
money specifically to fund our information and
support for younger women. We are the only
fund in the UK dedicated to addressing the
particular needs of this age group.
In all but exceptional circumstances, this should
be followed by:
For more information about how you can
help, see www.lavendertrust.org.uk or
call 0845 092 0800.
Reverse white
Greyscale version
applications
applications
printed literature
Literature combines all the elements of our identity
into one of our most visible communication tools.
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our services and vision. Consistent, accessible,
Access to key worker
all secondary breast
designed materials are vital in communicatingfor
our
cancer patients
values and positioning.
Introduction
• Our logo must always be clearly visible.
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• Covers must have a strong brand presence and use
the ribbon graphic in a linear or dynamic style
(see pages 17-20).
Secondary Breast Cancer Taskforce
Etiam consequat, orci ac adipiscing convallis,
nunc lacus pellentesque mauris, non semper
justo massa quis magna.
for all secondary breast
cancer patients
Cras tortor massa, tristique tempus,
ultricies semper, rhoncus at, purus.
choose the right bra
seeing your doctor
eat well, feeling good
for all secondary breast
cancer patients
lorem condimentum nibh, et gravida nibh pede
sed risus. Etiam a purus. Vestibulum rutrum. Ut
tristique dui sed mi. Phasellus imperdiet, nisl ut
Integer varius, orci in gravida pretium, tortor
molestie consectetuer, nisi lacus vestibulum
nibh consectetuer orci, nec ultricies purus
ligula, vitae euismod dui nisi vel libero.
risus sed urna.
lorem condimentum nibh, et gravida nibh pede
sed risus. Etiam a purus. Vestibulum rutrum. Ut
tristique dui sed mi. Phasellus imperdiet, nisl ut
molestie consectetuer, nisi lacus vestibulum
ligula, vitae euismod dui nisi vel libero.
risus sed urna.
Maecenas felis tellus, dictum ac, lobortis id,
bibendum a, enim.
Ut porttitor, nunc ac mollis adipiscing, turpis
metus facilisis lacus, vitae auctor lectus
justo nec lorem.
Cras varius purus ac urna. Suspendisse
scelerisque aliquet ipsum. Maecenas feugiat,
nunc a accumsan dignissim, erat elit rutrum
felis, ut ornare lectus mauris vitae mauris. Sed
tempus nulla nec augue ultrices vulputate.
Nunc aliquam nonummy libero. Pellentesque
habitant morbi tristique senectus et netus et
malesuada fames ac turpis egestas. Pellentesque habitant morbi tristique senectus et
netus et malesuada fames ac turpis egestas.
Pellentesque egestas, orci vitae rutrum
eleifend, ipsum odio interdum orci, quis
ultricies libero urna eget nisi.
“Aliquam consectetuer erat at ligula rhoncus
rutrum. Pellentesque habitant morbi tristique
senectus et netus et malesuada fames ac
turpis egestas. Duis et arcu. Sed lobortis
nonummy massa. Aenean varius feugiat
metus. Praesent tempor dapibus massa.
Aenean aliquet lacus at quam. ”
Suspendisse potenti. Curabitur nibh erat,
ultrices nec, ornare sed, accumsan sed, lectus.
Ut gravida, sem vitae auctor sagittis, arcu
tortor nonummy nibh, ac cursus ante justo a
bibendum a, enim.
“Aliquam consectetuer erat at ligula rhoncus
rutrum. Pellentesque habitant morbi tristique
turpis egestas. Duis et arcu. Sed lobortis
nonummy massa. Aenean varius feugiat
metus. Praesent tempor dapibus massa.
Aenean aliquet lacus at quam. ”
justo nec lorem.
felis, ut ornare lectus mauris vitae mauris.
Sed tempus nulla nec augue ultrices vulputate.
Nunc aliquam nonummy libero. Pellentesque
habitant morbi tristique senectus et netus
et malesuada fames ac turpis egestas.
Pellentesque habitant morbi tristique
turpis egestas. Pellentesque egestas, orci
vitae rutrum eleifend, ipsum odio interdum
orci, quis ultricies libero urna eget nisi.
Suspendisse potenti. Curabitur nibh erat,
ultrices nec, ornare sed, accumsan sed, lectus.
Ut gravida, sem vitae auctor sagittis, arcu
tortor nonummy nibh, ac cursus ante justo a
• Headings should be engaging and concise.
• Ensure information is concise, ruthlessly edited,
articulate and accessible.
• The design should have clear navigation.
here for you
here for you
Time to be heard
bibendum a, enim.
justo nec lorem.
t
por
sup
nal
ssio
e
felis, ut ornare lectus mauris vitae mauris.
Sed
f
o
pr
tempus nulla nec augue ultrices
nce vulputate.
Nunc aliquam nonummy
erielibero. Pellentesque
exp senectus et netus et
habitant morbi
ltristique
ona
malesuada
ers fames ac turpis egestas. Pellenp
tesque habitant morbi tristique senectus et
netus et malesuada fames ac turpis egestas.
Pellentesque egestas, orci vitae rutrum
eleifend, ipsum odio interdum orci, quis
ultricies libero urna eget nisi.
Secondary Breast Cancer Taskforce
• Keep the design consistent to create families of
publications.
• Use frames, graphics and boxes sparingly so the
design does not become cluttered.
ary r
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Sec Cance
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care & support
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Introduction
Introduction
risus sed urna.
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younger women with
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1
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Sec t Cance
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diagnosing and treating
breast cancer
Time to be heard
breast cancer
and you
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Sec Can
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applications
layout guidance
Distinctive, well-designed typography strengthens and adds
character to our communications.
Our typographic style is strong, clear and simple – we pride
ourselves on the clarity of our communications.
A clear grid structure should always be used. Headlines
should be prominent and limited to a few words. They are
written to engage the reader.
Introductory text, paragraphs and quotations or facts can
act as a summary of the content or key messages. Body
copy is generally typeset ranged left, ragged right. Never
justify text. The recommended minimum point size for body
copy is 11.5 point set on 13.5 point leading.
We aim to engage people by presenting our words and
messages in a modern, dynamic and clear way. Graphic
devices other than the ribbon should be avoided because
these can distract from the message. Avoid typographic
clutter.
Impact in a document is created through the controlled use
of type size, images and colours from our palette.
Scale and clear space are useful tools in creating pace and
energy. Contrast small with large to achieve a dynamic
layout, eg small type (body copy) next to large type (a
quote), a large image that uses the entire page next to a
white page. Accessible design incorporates clear
sign-posting of information and white space for clarity.
Consistent typefaces and appropriate use of typography
will enhance our visual presence and enable us to target our
audiences more effectively.
Please see page 15 for further information on accessibility.,
‘Our breast awareness talk was informative and
extremely well delivered. It was interpreted into
British Sign Language, giving attendees a clear
understanding of the subject and an opportunity
to ask questions in their own language.’
Breast awareness
Claire Baer Jewish Deaf Association
To increase our effectiveness, we are developing Train the
Trainer, an initiative to help key workers and healthcare
professionals disseminate breast awareness information to
their local community in an appropriate way. We will continue
to produce breast awareness information in formats designed
to reach our target groups.
We believe that an understanding of
breast awareness and clear information
on breast cancer are essential ways
of increasing early detection and
effective treatment.
Above photograph description and
information © phtographer or library
Opposite photographdescription
and information © phtographer or
library
During 2005/06 we held over 620
breast awareness talks and other
outreach events, reaching more than
49,000 people throughout the UK. Of
these, 300 were workshops or training
sessions run by staff and volunteers
on how to be breast aware, to provide
up-to-date information about breast
health and answer people’s questions.
These events also raised awareness
of appropriate Breast Cancer Care
services.
To help increase breast awareness
across all communities, our breast
awareness materials were translated
into 16 languages last year.
08 Breast Cancer Care Annual review 2008
In addition, we successfully targeted
groups at most risk of breast cancer
(older women) and those who
have been shown to have lower
levels of breast awareness, notably
black and ethnic minority (BME)
communities and people from socially
disadvantaged areas.
We have begun to research and
prioritise key groups for the breast
awareness activity delivered from our
four national and regional centres:
BME communities in London and
the South; people with learning
disabilities in Wales; people over 70
in the North and the Midlands; and
people from socially disadvantaged
areas in Scotland. These initiatives will
operate in partnership with corporate
supporters, healthcare professionals
and community groups.
09
applications
events and exhibitions
Our visual system must be consistently applied to all
exhibition and display items. People need to be able to
easily identify our brand.
We are here for anyone affected by breast cancer. We
bring people together, provide information and support,
and campaign for improved standards of care
Our logo should appear in the top left or right-hand
corners. Always consider the average person’s viewing
level when placing information.
Helpline 0808 800 6000
Omnes is our primary typeface and the core Breast
Cancer Care pink and purple colour palette must be
used.
It is important that our colours are matched accurately
on all materials, finishes and surfaces, irrespective
of the manufacturing process or printing technique.
Ensure the printer achieves an accurate colour match.
For colour samples contact the publishing team or
Our strapline, ‘personal experience, professional
support’, can also be used on exhibition stands and
displays to help raise our profile. It can interact with the
individual design of each application. (See page 35 for
more on talking about Breast Cancer Care.)
The examples shown here are visuals only. For details
of the exhibition stands that you can book, contact the
marketing team.
We are here for anyone affected
by breast cancer. We bring people
together, provide information
and support, and campaign for
improved standards of care
www.breastcancercare.org.uk
Helpline 0808 800 6000
perso
nal exp
e
rience professio
nal support
www.breastcancercare.org.uk
applications
stationery
Stationery is an important public facing application
and has been designed to reflect our brand
positioning.
Central Office
5-13 Great Suffolk Street, London SE1 0NS T: 0845 092 0800 F: 0845 092 0820
info@breastcancercare.org.uk www.breastcancercare.org.uk Helpline: 0808 800 6000
All stationery items conform to a consistent style
using a common layout, colour and typing style.
Name Surname
Company Name
Address line one
Main address line two
City or Town
Postcode
Printed stationery can be ordered from the facilities
team. An MS Word template for letters to fit our
letterhead is available via your own PC. If you have any
questions about this contact the IT Team.
Breast Cancer Care is here00
for Month 2008
anyone affected by breast cancer.
Visit www.breastcancercare.org.uk
Dear Recipient
or call our free helpline on
0808 800 6000.
Name Surname
Job description or title
nameinitial@breastcancercare.org.uk
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esse ming ea faci tat iriure dolobore tisim inis num vulland ignibh et ut iniscipit lan henibh ex eugiat.
5-13 Great Suffolk Street, London SE1 0NS
T: 0845 092 0800 DDI: 020 7960 XXXX M: XXXXX XXX XXX
Breast Cancer Care is here for
anyone affected by breast cancer.
Visit www.breastcancercare.org.uk
or call our free helpline on
0808 800 6000.
Name Surname
Job description or title
nameinitial@breastcancercare.org.uk
5-13 Great Suffolk Street, London SE1 0NS
T: 0845 092 0800 DDI: 020 7960 XXXX M: XXXXX XXX XXX
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ssiscilis nulla augait, quisi bla consed elese tatum eliquis nulla conulla feum ver sis nibh et, quisl
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magna feugue molor iriusto conulla facillan hent iriustinisl dolummolut.
Yours sincerely
with compliments
Central Office
5-13 Great Suffolk Street, London SE1 0NS T: 0845 092 0800 F: 0845 092 0820
info@breastcancercare.org.uk www.breastcancercare.org.uk Helpline: 0808 800 6000
egistered c arit in England and
ales 101 658
egistered c arit in Scotland SC038104
egistered in England co pan no 244 182
Name Surname
e uc ess of
Registered charity in England and Wales 1017658 Registered charity in Scotland SC038104 Registered in England company no 2447182
o al atro n
ent
atrons
oan a e ell
erie oot
eri alli ell
rof re or o les
applications
PowerPoint
A PowerPoint template has been produced to ensure
visual consistency and should be used for all our
presentations.
PowerPoint templates are available on the
company drive.
There is an art to giving a good presentation, you
need to keep your audience engaged and interested.
Remember that ‘less is more’. Avoid the temptation to
cram a lot of information onto one slide. To keep the
audience’s interest, plan your presentation around a
few key messages and make them clear.
Avoid using the sound effects and animation facilities.
If your slide is too distracting your audience won’t be
listening to your overall presentation. You will lose their
attention.
Photographs should appear in full colour. The style and
content of photographs should reflect our values and
be vibrant, inspirational and engaging. Our image style
is natural, supportive, professional, positive, warm
and real.
Clip art should be avoided. It is unprofessional, clichéd
and detrimental to our brand. Images can be sourced
from our image library. Alternative images must not be
used without prior permission from the provider.
.
legal requirements
layout, presentation and grammar
language
sign off procedures
Strapline
Our strapline, ‘personal experience, professional
support,‘ gives an instant snapshot of our point of
difference from other charities. Most materials we
produce should include the strapline. It should always
appear in Omnes, lower case throughout. Medium
weight type is the default standard. If you have any
questions about use of the strapline please contact
the publishing team, head of communications or
marketing team.
Standard copy
Where copy is needed to describe the organisation
one of the following versions should be used. The
standard copy is of different lengths so it can be used
for different occasions.
Breast Cancer Care is here for anyone affected by
breast cancer.
One sentence version to be used on items with very
restricted space.
breast cancer. Visit www.breastcancercare.org.uk or
call our free helpline on 0808 800 6000.
Two sentence version to be used with restricted space
to describe who we are and how to find out more about
us, for example, pin badge backing, swing tags.
breast cancer. We bring people together, provide
information and support, and campaign for improved
standards of care.
Two sentence version to be used in restricted space
and in the exceptional event that website and helpline
would not be appropriate, for example on a Fashion
Show invite.
standards of care. We use our understanding of
people’s experience of breast cancer and our clinical
expertise in everything we do.
One paragraph version; this should always be used
when there is enough room to do so, for example,
booklets, policy briefings, press releases.
In all but exceptional circumstances this should be
followed by:
Visit www.breastcancercare.org.uk or call our free
helpline on 0808 800 6000.
These describing words and paragraphs should always
remain the same but other information can be added if
you are working on something that requires more copy
or more depth. You should always think about the facts
that will motivate your audience. For example, if you are
writing for a fundraising audience you could say:
standards of care. Every year more and more people
need our support. You can help us be here for every
one of them.
The aim is to keep a consistent and brief style
of standard copy that can be used for different
audiences.
Contact details may change if you want to direct
someone to a specific phone number or area of
the website. For all general information, the helpline
number and website address should always be
included.
It is warmer and more welcoming after the first usage of
Breast Cancer Care to refer to us as ‘we’ or ‘our’. Avoid
using ‘the charity’ – as in ‘ten pence from the sale of
each item will be coming to the charity’.
For advice and support on use of the standard copy,
please contact the head of communications, or a
member of the marketing team.
National and regional centres
Our centres need to be referred to correctly to reflect
our areas. You should use the following names when
describing our centres:
Name of centre
Acceptable abbreviations
(internal only)
London and the South East of England
London and South East
LSE
Wales, South West and Central England
Wales, South West and Central
WSWC
East Midlands and the North of England
East Midlands and North
EMN
Scotland and Northern Ireland
Scotland
S
Central Office
Please do not refer to as ‘Head Office’
Notes
This centre will continue to use ‘Breast Cancer
Care Cymru’ externally as appropriate
This centre will continue to use ‘Breast Cancer
Care Scotland’ externally as appropriate
legal requirements
Registered charity numbers and company number
The registered charity numbers and company number
should appear on all official Breast Cancer Care
publications and those documents that require the
complete legal title – this includes letterheads, but not
compliment slips and business cards. (This means that
compliment slips/business cards should never be used
to make a legally binding agreement.)
The registered charity numbers must appear on any
materials that have a direct fundraising purpose. It is
good practice to put them on all fundraising materials.
The company number is not required on general
publicity and fundraising materials.
They should always be used in the formats below:
Registered charity in England and Wales 1017658
Registered charity in Scotland SC038104
NB The two registered charity numbers should always
be used together.
Registered company in England 2447182
VAT registration
The VAT number should appear on all invoices and
accounts documents. These will usually be generated
internally. It should be used in the format below:
Registered VAT number 820429747
language
The language we use in all our communications is a
powerful aspect of our organisation’s personality and
brand. We aim be clear and create impact in everything
we say, and we aim to treat all our audiences fairly
through the language we use.
Jargon
It is important to make Breast Cancer Care materials
accessible for as many people as possible. For this reason,
avoid using jargon or overly technical language where
possible. Where medical terms are used, it is helpful to
include a bracketed explanation afterwards. For example,
adjuvant (additional) treatment. Avoid using phrases that
are well known internally to Breast Cancer Care but may
feel like jargon to anyone who does not work here, for
example TSG, BCAM, ‘helpliner’.
Words to avoid
Use instead
breast cancer sufferer
breast cancer victim
breast cancer survivor
battling against breast cancer
fighting breast cancer
Woman / man with breast cancer
people affected by breast cancer
someone who has had breast cancer
living with breast cancer
‘the disabled’
wheelchair bound
disabled people
wheelchair user
Man (as in spokesman, businessman,
businesswoman)
worker, person (as in spokesperson,
businessperson)
manned (as in ‘manned telephones’)
staffed / covered
lady or ladies
woman or women
‘ethnic’ to mean black or Asian people
black and Asian as adjectives only
(as in black people, or Asian woman)
blacks and Asians
Afro-Caribbean
African-Caribbean
homosexual
lesbian and gay
lesbian and gay as nouns
use lesbian and gay as adjectives, (as in
‘lesbian woman’ rather than just ‘a lesbian’).
s/he or his or her where the gender is
not determined or known
use they/their, for example, ‘contact your GP,
they should be able to refer you to …’.
never abbreviate to BCC
Breast Cancer Care
Acronyms/abbreviations
Always spell out acronyms and abbreviations in the first
place unless it is something very familiar such as BBC. So
British Lymphology Society (BLS) for first use and BLS
for second and subsequent uses.
4. Make sure your tone is appropriate to your message
and audience. Watch out for the tone created by use of
apostrophes. Won’t sounds familiar and in line with our
core brand, ‘will not’ sounds formal and legalistic.
Capitalisation
Avoid unnecessary capitalisation. Initial caps should be
used only for proper names, titles of places, and people.
For example – Breast Cancer Care Annual Review, Chief
Executive Samia al Qadhi.
Breast Cancer Care should never be abbreviated
to BCC.
NB Apostrophes are never used to show more than one.
The plural of GP is GPs not GP’s.
Our house style for titles of publications is to have an
initial cap with any following words in lower case. For
example, Breast reconstruction.
Full stops
Never use full stops in abbreviations such as N.I.C.E, use
NICE. Also GP, Mr and Mrs, MJ Dixon.
Ampersands
Avoid using ampersands (&) instead of ‘and’ unless it
appears in an organisation’s name or other title. For
example, Legal & General.
Apostrophes
1. Apostrophes are used to stand in for a missing letter
or letters, for example:
I can’t instead of I cannot
it’s instead of it is
2. They are used to show possession, for example:
the dog’s bone
Breast Cancer Care’s services
the sponsor’s contribution
3. However, if there is more than one subject (that is a
plural noun that ends in ‘s’) the apostrophe should come
after the final ‘s’, for example:
the dogs’ bones
the sponsors’ contribution
Bullet points
For bullet point text that follows a sentence ending with
a colon, each point should begin in lower case and be
unpunctuated except for the last point, which should
end with a full stop. When bullet point text follows on
from a sentence with a full stop, each point should begin
with a cap initial and end with a full stop. Do not end
points with colons or semi-colons. Correct examples:
Even if chemotherapy doesn’t make your hair fall out, it
may make it brittle and dry. You may find the following
tips helpful:
• use a gentle, unperfumed shampoo and conditioner
• try not to wash your hair more than twice a week
• avoid excessive heat from heated rollers, hair dryers
and hot brushes.
and
There are two main ways of leaving a gift to Breast
Cancer Care.
• Residuary legacy – a share of the remainder of your
estate after all other payments and legacies have been
made.
• Pecuniary legacy – this is a fixed amount of money
specified in your will.
Where they may be considered a sub-brand some titles
have their own conventions. For example, Strawberry
Tea. The Show, In The Pink.
Use lower case for: breast care nurse, Breast Cancer
Care’s volunteers, Breast Cancer Care’s fundraising
team, prosthesis fitting service, helpline.
Words should not be written out entirely in capital
letters. See below for capital use in headings and
subheadings.
Although the logo uses lower case throughout, in
text Breast Cancer Care should be capitalised.
Collective nouns
Collective nouns take a singular verb: Breast Cancer
Care has....(not have), Asda is....(not are).
Dates and years
Follow modern British usage and avoid adding ‘th’ or
‘rd’ after numbers. For example, ‘the meeting will be on
Monday 12 February 2008.’ Avoid American date style,
use 12 February not February 12.
Double spaces
Avoid double spaces. Use a single space after full stops,
commas and other punctuation marks.
Headings and subheadings
For externally published material such as booklets and
factsheets, headings and subheadings are generally in
lower case except for an initial cap for the first word and
any proper names. For example:
Diagnosing and treating breast cancer
or
Financial procedures for all staff
Never use capital letters throughout.
Italics and bold
In text, use italics for titles of publications, newspapers,
plays, films and reports. Italics can be used to emphasise
specific quotations or examples. Foreign words that are
not in standard English usage should be in italics.
Bold can be used for general emphasis. Don’t overuse
italics and bold as it loses the purpose of emphasis.
Justification
Always left align text. Fully aligned text is much more
difficult to read.
Hyphens
Hyphens are used: after prefixes, for example ‘subcommittee’ and ‘post-menopausal’; to avoid ambiguity,
for example to distinguish between ‘re-form’ and
‘reform’.
Numerals
Numerals from one to nine should appear as words.
Numerals including and over 10 should appear as figures.
For example: ‘There were four helpline staff who dealt
with between 50 and 60 calls per day’. But avoid using
words and figures together - write either ‘nine to ten’ or
‘9 to 10’. So ‘nine out of ten lumps are not cancerous’.
They can also be used to avoid words that would look
odd without one such as deice (de-ice) preempt
(pre-empt) or coordinator (co-ordinator).
Try to avoid starting a sentence with numerals; if you
have to, spell the number out. So ‘Thirty per cent of
donations come through legacies.’
Don’t hyphenate ‘email’, ‘website’ or ‘fundraising’.
Numerals from 1,000 upwards should have a comma to
separate the thousands, for example 10,000. Always use
‘thousand’ and ‘million’ as words in written text.
Use figures for units of measurement, prices, page
numbers.
Paragraphs
Don’t indent paragraphs.
Quotations
Use single quotation marks for quotations from other
works or for reported or direct speech. Quotations
within single quotes should have double quotation
marks.
Spelling
Should follow English not American conventions, for
example use -ise (not -ize). Set your computer to
‘English (UK)’ as its default language. Exceptions to this
are when you are quoting direct from a US publication
or an American title. If you need assistance setting this
default on your machine contact the IT team.
Standard document templates
Needs to create a link to new Word templates for
letters, agenda, minutes, etc plus a standard email
signature and the powerpoint template.
sign off
It is really important that we achieve consistent output
that reflects the organisation’s key messages and look
and feel. However the sign off process does more than
ensure brand consistency. It will help you make sure that
your materials have the audience impact that you need .
In order to do this smoothly you should build in time for
the appropriate approvals at every stage of your project.
Key messages and copy
All key messages for marketing materials should be
signed off by the head of communications and your
team head or project owner if you are working on
materials for another Breast Cancer Care team or
project. These should relate directly to the purpose
of your communication, and be developed with your
customer in mind. Copywriting and editorial support is
available from the publishing team, marketing team and
Copy proofing
Once drafted, and before design starts, copy should
be proofed by a member of the publishing team.
Design brief and concepts
Design concepts should be signed off by the head
of communications in consultation with either the
marketing team.
Finished artwork
Finished artwork should be signed off by the head
of communications in consultation with either the
marketing team.
Final proof
A final proof of the fully designed item should be
provided to the publishing team for proofing prior
to the item going to press.
Any questions?
We have tried to include in this document all the
guidance that staff and designers will need on how to
use our brand. Should you have any questions about any
of the content or you feel that there is anything missing
from this document, please contact:
Head of Communications
Christinam@breastcancercare.org.uk
Marketing Manager
Charlottea@breastcancercare.org.uk
Production Manager
Jasonb@breastcancercare.org.uk
Or you can email
Brandquestions@breastcancercare.org.uk

brand guidelines

Transcription

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