It's Never You Brand Guidelines

BRAND GUIDELINES

IT’S NEVER YOU BRAND GUIDELINES

SUB BRANDS It’s Never You is the parent brand behind both Hugh’s Law and Parents Deserve Better, which operate as focused campaigns and sub-brands within its wider mission to drive awareness and policy change.

While It’s Never You centres on providing direct support to families, these campaigns extend its impact by championing improved rights, increased funding, and stronger government support for parents of seriously ill children.

PARENTS DESERVE

BETTER

ITSNEVERYOU.COM

LOGO There is only one lockup and orientation for the logo, which must be used consistently across all applications.

The primary colourway is black and orange; when placed on a dark background, the black should be inverted to silver to maintain visibility and contrast.

Clear space around the logo is determined by the scale of the butterfly icon, measured from the edge of the text. This ensures the logo maintains a balanced, visually centred appearance at all times.

IT’S IT’SNEVER NEVERYOU YOUBRAND BRANDGUIDELINES GUIDELINES

FONT Typeface - Neue Haas Grotesk Display Pro

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!£$%^&*() Typeface - Neue Haas Grotesk Display Pro

HEADINGS / 75 BOLD / 21PT / UPPER CASE SUB HEADINGS / 75 BOLD / 10PT / UPPER CASE Paragraph / 55 Roman / 10PT / Sentence Case

ITSNEVERYOU.COM

BRAND COLOURS Here is a breakdown of It’s Never You’s brand colours for Web/Digital (RGB) and Print (CMYK).

WEB/DIGITAL

RGB Black R0 G0 B0

RGB Orange HEX #000000

R235 G94 B29

RGB Silver HEX #eb5eld

R230 G230 B230

PRINT

CMYK Black

CMYK Orange

CMYK Silver

C95 M80 Y82 K100

C0 M74 Y94 K0

C12 M8 Y9 K0

IT’S NEVER YOU BRAND GUIDELINES

HEX #e6e6e6

COLOUR APPLICATION To ensure consistency and legibility across all communications, text colours should adapt to the background as follows: SILVER BACKGROUND

BLACK BACKGROUND

HEADING COLOUR

HEADING COLOUR

Subheadings and body copy should appear in black, with key words highlighted in black.

Subheadings and body copy should appear in black, with key words highlighted in black.

ORANGE BACKGROUND

HEADING COLOUR Subheadings and body copy should appear in black, with key words highlighted in black.

ITSNEVERYOU.COM

SOCIAL MEDIA TEMPLATES

PARENTS DESERVE BETTER #HUGHSLAW

PARENTS DESERVE BETTER #HUGHSLAW

IT’S NEVER YOU BRAND GUIDELINES

DAD COMPLETES LONDON MARATHON WITH 20KG ON BACK IN MEMORY OF HIS SON #HUGHSLAW

PHOTOGRAPHY STYLE GUIDE

ITSNEVERYOU.COM

SUB BRAND LOGOS PARENTS DESERVE BETTER There is only one lockup and orientation for the logo, which must be used consistently across all applications.

Clear space around the logo is determined by the scale of one text block, measured from the edge of the logo. This ensures the logo maintains a balanced, visually centred appearance at all times.

PARENTS DESERVE

BETTER

IT’S NEVER YOU BRAND GUIDELINES

PARENTS DESERVE

BETTER

PARENTS DESERVE

BETTER

PARENTS DESERVE

BETTER

SUB BRAND LOGOS HUGH’S LAW There is only one lockup and orientation for the logo, which must be used consistently across all applications.

The primary colourway is black and orange; when placed on a dark background, the black should be inverted to silver to maintain visibility and contrast.

Clear space around the logo is determined by the scale of the parent’s hand graphic, measured from the edge of the logo. This ensures the logo maintains a balanced, visually centred appearance at all times.

ITSNEVERYOU.COM

For any enquiries regarding the information in this brand guide, please contact Datum on 01707 251 222 or email: studio@datumcp.com