STOP DOMESTIC ABUSE Brand guide

NEW BRANDING At a glance…

randing is the way we are seen and understood.

Our branding could be simply a name or just a mark.

But ours is a powerful weapon to aid awareness, recall and empathy, and inspire action.

This is our new branding

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WHY

WHAT

HOW

SDAS has been working to realise its dream of a world without domestic abuse for many years.

But we need to grow and do more to tackle the problem effectively. By increasing awareness of the problem, we help those affected, raise more money and extend our reach.

Broken lives, broken families, broken homes, broken hearts. That is the result of domestic abuse. Our metaphor for abuse was ‘broken’. The brand mark reflects this.

By using our branding to talk directly about domestic abuse we will make its impact more visceral – make it more real at first glance.

This booklet is to help us all, collectively, keep that message strong, clear and consistent.

The problem is no one knows how bad the problem is.

We wanted to make our purpose clearer, and bring domestic abuse out into the open.

Stop Domestic Abuse. We need to talk.

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Global strap line

Our global strap line helps people engage with the idea that there is a problem, and what we are doing about it. In addition we are understood to be asking subtly for help and donations.

“We need to talk” is both a statement of our purpose and a call to action, or ‘ask’.

“We need to talk” should be added in words whenever you publish a document.

Put it near the logo.

Some graphic files are supplied, but it is OK simply to apply text.

This is our new branding

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Web URL

Social

Social

media

graphics

Now is the time to stamp our purpose on every email, every leaflet and every post.

Our social profiles remain the same but we should include the hashtag #stopdomesticabuse to every post.

Having our brand name as our URL means every touchpoint carries our purpose and opens eyes and minds to the problem.

#stopdomesticabuse

Use these graphics only as profiles. Using the whole logo will mean it is less legible at tiny sizes.

@southerndas

In graphics, if colour is available, colour it as above.

Stop Domestic Abuse. We need to talk.

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Our brand marks

This is how the logo is used day to day, on a white ground.

Typefaces

Download and keep a copy of these fonts.

They are readily available and free of charge from the Google Fonts website.

They work on every patform, including the web. fonts.google.com

This is our new branding

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This is how the logo is used day to day, on a white ground when colour is not available.

This is how the logo is used on solid coloured ground.

All files are supplied.

If producing black and white copies, use this version.

Merriweather family Light and Regular - for body text Bold - for intro, strong text and headers Heavy - labelling and emphasis

Keep type strong, simple and consistent

Hanzipan is for large

and subject

Stop Domestic Abuse. We need to talk.

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Colours

PMS 7578 R 200 G 106 B 53 Black

Use these colours only Colours will be set in office templates and in graphic assets.

PMS 441 R 197 G 191 B 194 PMS 5865 R 202 G 197 B 148 PMS 7402 R 239 G 216 B 155

Monitors vary: Tweak values that look best on your monitor, based on these initial settings.

This is our new branding

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Words

When we talk we are ambassadors.

We must enthuse everyone we meet with our passion to end domestic abuse. continued over‌ Stop Domestic Abuse. We need to talk.

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Words

Signing off every communication with mission, vision and service description, people will begin to understand what we do.

Use this abbreviated mission and vision on every communication‌ Stop Domestic Abuse is an innovative and unique provider of all services to those affected by domestic abuse.

Providing support to victims and perpetrators of domestic abuse, as well as the police and many other organisations.

We don’t just protect and work with victims, we help perpetrators, the police and many other organisations.

Our vision is a world without domestic abuse

Our vision is a world without domestic abuse Stop Domestic Abuse is the trading name of Southern Domestic Abuse Service Registered Charity Number 1146773.

Our vision is a world without domestic abuse Stop Domestic Abuse is the trading name of Southern Domestic Abuse Service Registered Charity Number 1146773.

Stop Domestic Abuse is the trading name of Southern Domestic Abuse Service Registered Charity Number 1146773.

Internally, and in speech, we can be called SDA. But externally or in writing, it is best to use Stop Domestic Abuse.

This is our new branding

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People need to know We need conversions We need support We need to talk Be proud.

Stop Domestic Abuse. We need to talk.

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Stop Domestic Abuse is an innovative and unique provider of all services to those affected by domestic abuse.

We don’t just protect and work with victims, we help perpetrators, the police and many other organisations.

Our vision is a world without domestic abuse Stop Domestic Abuse is the trading name of Southern Domestic Abuse Service Registered Charity Number 1146773.

#stopdomesticabuse

@southerndas