Goodlives Brand Guidelines

B R A N D

G U I D E L I N E S

01 - Brand Overview 02 - Logo 06 - Typography 07 - Colour Palette 09 - Graphic Style 10 - Photography Style 12 - Stationery 13 - Vehicle Branding & Signage 16 - Clothing

Contents

Mission

Goodlives is a charity dedicated to transforming lives by empowering unemployed individuals with the skills, confidence, and resilience needed to secure meaningful employment and build brighter futures.

Vision

We envision a world where everyone, regardless of their background, has access to opportunities and the support they need to thrive in life and in the workforce.

What We Do

01

Brand Overview

Goodlives bridges the gap between unemployment and opportunity. We provide personalised training programs in essential life and workplace skills, from financial literacy and communication to time management and interview techniques. Alongside these skills, we foster a supportive environment that promotes personal growth, motivation, and confidence.

Key Values Empathy: We understand the challenges faced by those out of work and meet them where they are.

Empowerment: We focus on enabling individuals to take control of their future.

Community: We believe in the power of collaboration, working with local businesses, volunteers, and partner organisations to create sustainable change.

Growth: We inspire both personal and professional development through tailored training and ongoing mentorship.

Full and single colour linear versions

02

Logo

Logo

Full and single colour stacked versions

Logo

Social Media profile pictures

It will be necessary to increase and decrease the size of the logo for various applications. Always keep the logo in proportion (press shift when rescaling) and ensure it is always legible.

Please do not: • stretch, squash or distort • change the font • change the layout • change the colours • use as a transparency • change the scale

Logo

Goodlives

Exclusion Zone

Ensure that text or other objects do not encroach upon our logo. The marked space should always be given to allow the logo space. (5mm all around)

Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces personality and ensures clarity and harmony in all communications.

For Goodlives primary font we have selected Co Headline It is a sturdy, low contrast, geometric, highly legible sans serif typeface very well suited for any display and text use.

Montserrat should be used to contrast Co, for example if Co bold is used then Montserrat regular should be used alongside it.

06

Primary Font - Co Headline A B C D E F G H I J K L M

N O P Q R S T U V W X Y Z

a

n

b

o

p

d

q

e

r

f

s

g

t

h

u

i

v

j

w

k

x

l

y

m

z

0 1 2 3 4 5 6 7 8 9

Montserrat should be used for all body text, and Co Headline used for all headings and sub-headings

Typography

c

Secondary Font - Montserrat A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a

b

c

d

e

f

g

h

i

j

k

n

o

p

q

r

s

t

u

v

w

x

0 1 2 3 4 5 6 7 8 9

l

m y

z

Primary Colour Palette Colour plays a vital part in our brand’s visual identity.

The Goodlives colour palette is full of lively, complimentary and uplifting colours.

The colours were chosen due to their rich, complimentary and striking tones.

Usage The Primary colours should be used strategically within any design as they are stand alone colours, so should be used against a neutral backdrop such as white or grey, or themselves with white overlaid.

This stands for all internal and external representation of the organisation.

07

Colour Palette

100%

100%

100%

80%

80%

80%

60%

60%

60%

40%

40%

40%

20%

20%

20%

Mellow Yellow

Vibrant Yellow

Sky Blue

Hex

#EEC216

Hex

#F8E016

Hex

#8FCDE2

CMYK

1, 23, 100, 0

CMYK

2, 7, 100, 0

CMYK

52, 0, 10, 0

RGB

238, 194, 22

RGB

248, 224, 22

100%

100%

80%

80%

60%

60%

40%

40%

20%

20%

Deep Blue

RGB

Hex

#4072B0

Hex

#4D5DA3

CMYK

89, 51, 4, 0

CMYK

83, 70, 2, 0

RGB

64, 114, 176

RGB

77, 93, 163

143, 205, 226

Secondary Colour Palette The Secondary colours selected are purely complimentary to the primary colours and should be used sparingly and should appear in less than 30 percent of the overall palette in one piece, or should be used as a backdrop to allow the primary colours to shine

100%

100%

80%

80%

60%

60%

40%

40%

Usage

20%

20%

Warm Neutral

Cool Neutral

A good use of these colours would be to introduce pattern/texture and iconography.

RGB

RGB

Colour Palette

Hex

#E2DECC

CMYK

10, 9, 19, 0

226, 222, 204

Hex

#545454

CMYK

64, 56, 56, 32

84, 84, 84

100%

100%

80%

80%

60%

60%

40%

40%

20%

20%

Mid Neutral

Dark Neutral

RGB

RGB

Hex

#A5A49F

CMYK

37, 30, 34, 0

165, 164, 159

Hex

#E8E8E8

CMYK

7, 5, 6, 0

232, 232, 232

GR

OW A S

WWW.GOODLIVES .ORG.UK

WWW.GOODLIVES .ORG.UK

Y

09

WWW.GOODLIVES .ORG.UK

Graphic Style

GROW U

O

LEARN NEW SKILLS WHENEVER YOU NEED US

Photography Style Guidelines Our brand imagery should be clean, warm, and people-focused, capturing authentic moments that reflect our values. Every image should feel natural and inviting, with subjects who are engaged and at ease.

Lighting is key – ensure all photos are well-lit, whether using natural or soft artificial light, to create a bright, welcoming feel. Backgrounds should be carefully considered, free from clutter or distractions, complementing rather than competing with the subject.

Composition should be balanced and thoughtful, with a focus on real interactions and emotions.

Avoid overly staged or impersonal shots – instead, aim for genuine connections and warmth that align with our brand identity. High-quality resolution and consistency in tone will help maintain a cohesive and professional visual presence across all platforms.

10

Photography Style

Photography Style

www.goodlives.org.uk

12

Stationery

Karen Jones Managing Director 07934 098 034 karen.jones@goodlives.com

www.goodlives.org.uk High Street, Cleator Moor CA25 5AH

Business Card/Email Signature

13

Vehicle Branding and Signage

Vehicle Branding and Signage

Vehicle Branding and Signage

16

Clothing

goodlives.org.uk

High Street, Cleator Moor CA25 5AH