Keeping Barts Charity extraordinary. Brand guidelines 2018

Transcription

1 Keeping Barts Charity extraordinary Brand guidelines 2018

2 These guidelines introduce the Barts Charity brand and give some examples of how it can be implemented. It is important that these guidelines are followed to make all of our materials and design work as effective and consistent as possible. 02 Barts Charity Brand Guidelines 2018

3 Contents Brand guardian and legal details 04 Our name and what we do 05 Logos 06 Logo with strapline 07 Logo without strapline 08 Supporting logos 09 Sizes and clear zones 10 Logo placement 11 Logo misuse 12 Using our strapline 13 Typography 15 TheSans font family 16 Example uses Design elements 19 The Barts Charity plus Curved blocks Photography 25 Design examples Colour palette 13 Brand colours Barts Charity Brand Guidelines 2018

4 Brand guardian The guardian of Barts Charity brand is the Marketing and Communications team; all new branded or customer facing designed material must be passed by them before proceeding to print or online usage. This is especially important for internally produced material, notices, letters, posters, exhibition displays and merchandise. Legal requirements Barts Charity legal details should appear on all company letters, compliment slips, s, faxes, order forms, brochures, newsletters and on the company s website. It should appear in the following format: Barts Charity is a charity registered in England and Wales, no , and a company registered in England and Wales, no , whose registered office is 12 Cock Lane, London EC1A 9BU 04 Barts Charity Brand Guidelines 2018

5 Our name and what we do Our vision: Extraordinary healthcare for all. Our mission: Funding research and healthcare projects that have the greatest potential to change lives. Describing Barts Charity in a sentence: With your [our supporters ] help, we fund extraordinary research and healthcare for 2.5 million people of East London and beyond. We support the remarkable work of staff and researchers at the Barts Health group of hospitals and Barts and The London School of Medicine and Dentistry, Queen Mary University of London, funding projects that have the greatest potential to change lives. Using our name and the name of our partners: At all times and especially in external communications refer to our organisation as Barts Charity. Never the Barts Charity, Barts, the Charity or any other iteration. It is also important that our name is not used interchangeably with either the name of the hospital or Barts Health NHS Trust. At all times, please refer to the hospital as St Bartholomew s Hospital (first usage) or St Bartholomew s (second usage) never Barts. This is a direction from the trust and is how they reference the hospital. Barts Health NHS Trust should be referred to in full (first usage) or Barts Health or the trust (second usage) never Barts Trust, Barts NHS Trust or any other iteration. The medical school should be referred to first as Barts and The London School of Medicine and Dentistry, Queen Mary University of London. Note the capital T in The London. It is acceptable to use Barts and The London after the first use of its full name. The university should be referred to as Queen Mary University of London (no comma) in full (first usage) and then Queen Mary. 05 Barts Charity Brand Guidelines 2018

6 06 Barts Charity Brand Guidelines 2018 Logos

7 Logo with strapline Our strapline is important to us and should appear on customer facing materials at all times. However, where space doesn t permit, the version of the logo without the strapline can be used. See page 10 for minimum sizes for each version of the logo which are to ensure legibility of the logo. 07 Barts Charity Brand Guidelines 2018

8 Logo without strapline 08 Barts Charity Brand Guidelines 2018

9 Supporting logos Funded by To be used by us or partner organisations as required on literature, online materials, and on relevant project materials where we ve provided funding. Working together To be used when working in partnership with other organisations and charities. The logo of the other organisation or charity should be shown alongside. In aid of To be used when other individuals, organisations, and charities are fundraising on behalf of Barts Charity. 09 Barts Charity Brand Guidelines 2018

10 Sizes and clear zones Logo size Barts Charity logo should always be prominent and legible. The appropriate size of the logo will depend on the publication. There is no maximum size but the logos should be displayed no smaller than: 27mm 18mm Logo clear space The logos need clear space around them to give the logo prominence and room to breathe. This area should be at least equal to the height of the letter B in the logo and scales up accordingly. With strapline Without strapline As a rough guide, the logo should be displayed at the following sizes on documents. This is flexible though depending on how the logo needs to be used. A3 70mm A4 50mm Logo positioning A5 35mm A6 28mm The placement of the logo is flexible depending on the design of the materials being produced, although the presumption is that the logo will appear top left where possible. Make sure that the logo is not placed too close to the edge of the page. The logo should be kept away from text and other graphics as much as possible to give it impact. NB: The logo is to be placed on the right hand side for letterheads (so as not to conflict with address text etc that would be on the left) 10 Barts Charity Brand Guidelines 2018

11 Logo placement Place the purple logo on light, uncluttered photographs or backgrounds. Place the white logo on dark, uncluttered photographs or backgrounds. If the photograph or background is too busy or doesn t hold enough contrast, place the logo in a strip. 11 Barts Charity Brand Guidelines 2018

12 Logo misuse Do not alter approved logo colours Do not stretch or distort the logo Do not tilt or rotate the logo Do not add shadows or other effects to the logo BARTS CHARITY Do not rearrange the elements of the logo Do not redraw or change the logo letters Do not use the dark logos on dark or cluttered backgrounds Do not use the light logos on light or cluttered backgrounds 100% extraordinary healthcare Do not place other text within the logo clear zone Do not alter or change the strapline Do not use the black logo unless producing black and white artwork 12 Barts Charity Brand Guidelines 2018

13 13 Barts Charity Brand Guidelines 2018 Colour palette

14 Brand colours Barts Charity has a bold and confident colour palette. Our main colour is purple supported by pink and turquoise. Where possible, these should be produced as solid block colours. For times when a softer complementary colour is needed tints can be used, but should only be used to back up the main colours. N.B. In print, body text should appear in a dark grey: C 0 M 0 Y 0 K 90 Purple PANTONE 2603 CMYK C 69 M 97 Y 0 K 2 RGB R 112 G 40 B 131 HEX # Pink PANTONE Process Magenta CMYK C 0 M 100 Y 0 K 0 RGB R 230 G 0 B 126 HEX #e6007e Turquoise PANTONE 3115 CMYK C 65 M 0 Y 25 K 0 RGB R 77 G 189 B 198 HEX #4dbdc6 Colour balance We generally expect all three colours to be used, with greater use of pink in fundraising collateral, and of turquoise for grants and corporate materials. 50% Primary colour 25% Secondary colour for fundraising collateral 25% Secondary colour for corporate or grants related materials 14 Barts Charity Brand Guidelines 2018

15 15 Barts Charity Brand Guidelines 2018 Typography

16 Typography TheSans is our typeface. The font has many weights, allowing us greater flexibility in our design and tone of voice. All public-facing materials and literature should use this font family. You can download TheSans from: For s and all internal documents, please use Arial. Our website font is Open Sans. This can be downloaded from: TheSans - Extra Light TheSans - Extra Light Italic TheSans - Light TheSans - Light Italic TheSans - Semi Light TheSans - Semi Light Italic TheSans - Plain TheSans - Plain Italic TheSans - Semi Bold TheSans - Semi Bold Italic TheSans - Bold TheSans - Bold Italic TheSans - Extra Bold TheSans - Extra Bold Italic TheSans - Black TheSans - Black Italic 16 Barts Charity Brand Guidelines 2018

17 Typography example appeal/campaign The following example is intended to be a suggestion of the typographical hierarchy of headings, sub-headings and body copy and is not prescriptive. Font sizes and colours should be changed according to needs and sizes of materials being designed. Traumatic injury destroys lives Together we can rebuild them Title heading Font: TheSans Black Font size: 45pt Leading: 50pt Title sub-heading Font: TheSans Bold Font size: 30pt Leading: 35pt Our research has a global impact, and your support can take us a step closer to saving more lives worldwide. Section heading Font: TheSans Bold Font size: 15pt Leading: 20pt Trauma is the biggest killer of children and young people under 40 years old. Of those that survive, many will experience long-term impacts from their injuries, such as disability and organ failure. Body copy Font: TheSans Plain Font size: 10pt Leading: 14pt 17 Barts Charity Brand Guidelines 2018

18 Typography example corporate literature The following example is intended to be a suggestion of the typographical hierarchy of headings, sub headings and body copy and is not prescriptive. Font sizes and colours should be changed according to needs and sizes of materials being designed. Our communities Section heading Font: TheSans Plain Font size: 35pt Leading: 40pt A clear vision Secondary heading Font: TheSans Bold Font size: 20pt Leading: 25pt Our funding benefits some of the most vulnerable and disadvantaged communities in East London. Standfirst Font: TheSans Semi Bold Font size: 16pt Leading: 20pt Barts Health s hospital and community services reach a population of some 2.5 million people across East London residents of some of the most economically deprived and ethnically diverse communities in the UK. Body copy Font: TheSans Plain Font size: 10pt Leading: 14pt 18 Barts Charity Brand Guidelines 2018

19 Design elements 19 Barts Charity Brand Guidelines 2018

20 The Barts Charity plus The Barts Charity plus is a unique shape, individual to us. Being such a focal point of our logo, it becomes an important brand element for creating a cohesive identity that is exciting, engaging and unmistakably Barts Charity. The plus can be created in a filled and stroked style in any one of our brand colours. It can also be used to contain text and images. The plus should never be flipped or rotated. 20 Barts Charity Brand Guidelines 2018

21 Barts Charity plus examples The use of the plus is designed to be as flexible and limitless as possible. The examples here are just suggestions to get you started. It is by no means an exhaustive list. Large crops Overlapping Colour tints Image frames Cropped image frames Framing device Funding extraordinary healthcare Multiply and overlay effects Title text frame Text frames 21 Barts Charity Brand Guidelines 2018

22 Using the plus to connect As well as using the plus as an abstract shape, we can also use it to link content together. For example: Having access to the best equipment backed up by strong research is more important than ever. Connecting quotes, statements to photos The plus can be used to link related text, articles and quotes to images if the link needs to be reinforced. Connecting photos We can use the plus to link photos to show a relation or a cause and effect. For instance fundraising and the work of the hospital. Rosel took on six marathons in six days in the Costa Rican rainforest, battling 35 C heat and climbs of 2500m! All this to support our Transform Trauma appeal. 22 Barts Charity Brand Guidelines 2018

23 Curved blocks There are times when it is not practical to use the plus element for containing text or images. Due to its extreme shape, it can make text look awkward or obscure too much of a picture or layout. In these cases, a curved block should be used. In order to create harmony with the logo, there are a few rules for creating the blocks. Only one of the block s edges should be extended at a time as shown in the illustration to resemble the plus shape. The block s rounded corners should be increased or decreased to be sympathetic to other blocks in the design or the weight of the font used. 2. Corner extended upward The block s extended corner can be made larger or smaller depending on what looks good visually. The blocks can be produced in any of the brand colours. 1. Corner extended left 5. No corners extended 3. Corner extended right The block s extended corner should in proportion to the other rounded corners as much as possible. See the illustration below. 4. Corner extended downward 23 Barts Charity Brand Guidelines 2018

24 Curved block examples F F Funding extraordinary healthcare F Heading block - The Sans Black F F Funding extraordinary healthcare F Heading block - TheSans Semi Bold A A As a trauma surgeon, I see patients die with injuries that I m sure we will be able to heal in the future. Together, our trauma services deliver critical research and education that have already led to major reductions in trauma death and disability worldwide. The opportunities to continue to improve care and save lives are enormous. Karim Brohi - Professor of A Trauma Sciences Pullout content - TheSans Semi Bold A F F Large photo Small photo Y Y Your donation will fund research, equipment and projects in pursuit of extraordinary healthcare for all. Small content pullout Y Y 24 Barts Charity Brand Guidelines 2018

25 Photography Our photography should reflect the extraordinary healthcare offered to patients over the five hospitals of Barts Health NHS Trust. Photos should be bright, vibrant and friendly. Please consider where the photo will be primarily used and the space it will need to fit into, for example if it s for a website page feature, a landscape version will likely be what s needed. People People are at the heart of the work that we do. Use a mixture of patient and staff shots. We want to convey the expertise and supportive nature of the staff, as well as the success of the work carried out. Eye contact, either between subjects of the photo, or the subject(s) looking at the camera, works particularly well. People should be happy or concentrating, not glum. State of the art The hospitals we support use state of the art technology. We should show that we are at the forefront of medical advancements. Friendly The hospitals we support and our staff are warm and inviting. We want to show that the hospitals are welcoming places. Fundraising Our fundraising photography needs to encourage people to raise money for Barts Charity. We need to use fun, exciting, happy action shots of people getting involved. At the same time, we should couple this with shots to highlight the good work their fundraising supports. 25 Barts Charity Brand Guidelines 2018

26 Design examples Barts Charity Extra Barts Charity Brand Guidelines 2018

27 Design examples Annual Report Barts Charity Brand Guidelines 2018

28 Design examples 2018 Support flyer 28 Barts Charity Brand Guidelines 2018

29 Barts Charity 12 Cock Lane London EC1A 9BU T: F: bartscharity.org.uk Barts Charity is a charity registered in England and Wales, no , and a company registered in England and Wales, no , whose registered office is 12 Cock Lane, London EC1A 9BU