Global Brand Guidelines November 2011
“The world is not ungenerous, but unimaginative, and very busy.� Eglantyne Jebb, founder of Save the Children (1876 - 1928)
Global Brand Guidelines
Contents
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Introduction
04
What we stand for Our vision and mission Our values Using our vision, mission and values Describing Save the Children Key messages Brand characteristics
05 06 07 08 09 11 13
Design and style guidelines Our logo Co-branding Our symbol Sub-brands EVERY ONE campaign Colour palette Typography
19 20 27 28 29 30 31 37
Photography
43
Page layout in print Page layout online
49 50
Writing style
51
Appendix: Stationery
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Content Global Brand Guidelines
Introduction What are these guidelines for? Save the Children is a truly global movement for children, working in more than 120 countries. We share one name, one strategy and one vision of the change we want to achieve in the world. We need to reflect this in the way we present ourselves externally, communicating a clear, consistent identity to the world. This document provides guidance on the key aspects of our brand which we must keep consistent globally, in terms of both our messaging (how we communicate what we stand for) and our visual identity (what our communications look and feel like).
We also need the flexibility to communicate effectively in our local markets, so these guidelines will also help you consider when to adapt or develop aspects of our messaging and visual identity for local use.
If you have questions about these guidelines, or any aspect of our global brand, please contact Lisa Norstrom (Lisa.Norstrom@savethechildren.org, +44(0)20 3272 0300
Following these guidelines will help us: • Grow recognition and awareness of Save the Children and our work with all our audiences across the world – from supporters to governments – in order to increase our impact and influence. For more details on brand elements, fonts and photo libraries, and to download these guidelines again
Click here to go to Xtranet
• Protect our reputation and the trust we’ve built in Save the Children over the past 90 years. • Present ourselves as a strong, unified, global partner e.g. to corporations, the media and other NGOs. • Share resources internally to encourage innovation and best practice and cut costs. • Feel part of one global team. And ultimately... have more impact for children.
Introduction Global Brand Guidelines 04
What we stand for
What we stand for Global Brand Guidelines
What we stand for – our vision and mission
We share one vision, mission and set of values across the whole of Save the Children. Our vision is a world in which every child attains the right to survival, protection, development and participation. Our mission is to inspire breakthroughs in the way the world treats children, and to achieve immediate and lasting change in their lives.
What’s the difference? The difference between the vision and the mission is that the former describes the situation for children we want to see realised, and the latter explains what we are doing in order to achieve that aspiration.
What do we mean by ‘breakthroughs’? Our mission is clear that we want to achieve immediate and lasting change for children – in other words we must be able to point to practical positive differences in children’s lives as a result of our own work. But it also commits us to inspiring breakthroughs, which is about our role as a catalyst – picking key areas where we want to raise the bar irrevocably in what is considered the norm for children, for example making it unacceptable that children die from preventable causes before their fifth birthday. While we have a rich heritage of inspiring these breakthroughs, it is new for us to set out proactively to do this, focusing on a handful of global breakthroughs we want to align behind in a purposeful and planned way.
What we stand for Global Brand Guidelines 06
What we stand for – our values Accountability
Collaboration
Integrity
We take personal responsibility for using our resources efficiently, achieving measurable results, and being accountable to supporters, partners and, most of all, children.
We respect and value each other, thrive on our diversity, and work with partners to leverage our global strength in making a difference for children.
We aspire to live the highest standards of personal honesty and behaviour; we never compromise our reputation and always act in the best interests of children.
Ambition
Creativity
We are demanding of ourselves and our colleagues, set high goals and are committed to improving the quality of everything we do for children.
We are open to new ideas, embrace change, and take disciplined risks to develop sustainable solutions for and with children.
What we stand for Global Brand Guidelines 07
What we stand for – using our vision, mission and values Use the vision, mission and values in full and do not change the wording The words have been carefully chosen to describe the kind of organisation we want Save the Children to be. It’s essential that we come together around this common understanding of what we stand for and what we’re trying to achieve.
Continue to use local messages and positioning statements in external communications where needed Some members will find the new vision, mission and values suitable to use in external communications. Others may find that they need to use other statements which connect more effectively with their market in terms of tone and emphasis.
Use approved translations of the vision, mission and values In order to make sure we use the vision, mission and values consistently, translations should be standardised. Approved translations are already available in French, Spanish (Castillian and Latin American), Portuguese (and Brazilian Portuguese) and Arabic, Albanian and Chinese. Please contact Verity Leonard Hill,Translations and Language Adviser (v.leonardhill@ savethechildren.org.uk +44 (0) 20 7012 6829) for more information. If you would like to translate them into any other language please contact Verity to discuss the best approach.
These local messages: • should take the vision, mission and values as their starting point and their inspiration • should not be described as our vision, mission or values • should not replace the vision, mission and values in internal communications
An example of a local positioning statement used by some members is:
Save the Children works in more than 120 countries. We save children’s lives. We fight for their rights. We help them fulfil their potential.
What we stand for Global Brand Guidelines 08
What we stand for – describing Save the Children What’s our name? Our name is Save the Children. To help present ourselves as a unified organisation, wherever possible you should simply use Save the Children, whether referring to the overall organisation or to a specific member or programme. When communicating with external audiences, in particular, you rarely need to mention a member or country programme – most people only need to know that we’re Save the Children.
Abbreviations – watch out! We have a wonderful name. It says what we believe in and what we do. So please avoid abbreviating Save the Children – don’t use ‘SC’ ‘Save’ or ‘STC’, even in internal communications and NEVER in external communications. Please don’t abbreviate Save the Children in the names of member organisations instead spell out the first part of our name, e.g. Save the Children Norway or Save the Children UK.
So what is Save the Children International?
For guidelines on how to use our name within our logo
Go to page 21
Save the Children International is the part of Save the Children which is made up of International Programs, other central functions, the Save the Children International Board and CEO. You shouldn’t normally need to refer to Save the Children International in external communications.
In fact, try to avoid using abbreviations as much as possible in both external and internal communications – they can be confusing and off-putting for your reader!
How to refer to a national member or country programme
If you absolutely have to abbreviate in internal communications (never in external) use:
When you do need to be specific, you should name the member organisation or country programme, rather than using the word ‘member(s)’. When you need to use the word ‘member’ it should normally be in lower case. In some circumstance you will need to capitalise the M, such as in legal documentation as part of definitions and in contracts.
• SCI for Save the Children International. • IP for International Programs.
What we stand for Global Brand Guidelines 09
What we stand for – describing Save the Children Translating our name
The centre / center
Some members or programmes need to use approved translations of our name to be credible in their local context. These guidelines also apply when using the name in translation. You should use an approved translation of the name, and only use it inside the country.
We refer to the Save the Children International corporate headquarters as ‘the centre’ / ‘the center’ in lower case. Where ‘centre’ does not work grammatically we will use ‘central’ e.g. ‘central procedures’.
International Programs We suggest you use the simpler spelling for International Programs – using a single m – regardless of your chosen English spelling convention. We are no longer using the name International Programming Unit or the abbreviation ‘the IPU’. If ‘International Programs’ is preceded by ´SCI´ we suggest you omit ‘International’ to avoid duplication.
Old language – please stop using it!
For more detail on our new global strategy and structure,
The International Save the Children Alliance no longer exists. Neither does the International Save the Children Alliance Secretariat.
Click here to go to Xtranet
What we stand for Global Brand Guidelines 10
What we stand for – key messages These are some suggested key messages which you can use to describe our breakthroughs and the main areas of our work in external communications. Of course, these are just a starting point you will want to adapt and expand on them. About Save the Children
Save the Children works in over 120 countries. We save children’s lives. We fight for their rights. We help them fulfil their potential. In 2010, we reached more than 100 million children around the world.
Our work Saving children’s lives In the world’s poorest countries, children are dying from completely avoidable causes. Illnesses such as diarrhoea and pneumonia are allowed to claim millions of young lives every year. Our global campaign to save children’s lives, EVERY ONE, aims to give every child a chance to survive. We are dramatically scaling up our work around the world, helping to save millions of children’s lives. We help children beat deadly illnesses and we make sure they get the food they need to survive and grow up healthy. But our work alone won’t be enough to stop children dying for good. We’re mobilising people all over the world to challenge world leaders to help the poorest children survive.
What we stand for Global Brand Guidelines 11
What we stand for – key messages Our work (continued) Responding to emergencies
Education for a better future
Keeping children safe
When a disaster strikes, there’s no time to lose. Every year, emergencies like floods, famines earthquakes and wars put millions of children’s lives in danger. We don’t know where the next crisis will hit, but we do know that Save the Children will act quickly to save children’s lives in those crucial first few days.
Education has the power to transform children’s lives, now and for generations to come. But around the world, 67 million children are missing out on school.
Forced into sex work. Recruited into armies. Shut away in institutions. Millions of children around the world are in danger of abuse, neglect, exploitation and violence. We’re keeping the poorest and most vulnerable children safe from harm.
Frightened, often alone, and dangerously sick or injured, children need help quickly from people they trust. We make sure they get life-saving medical aid, food and water, and keep them safe from harm. We’re there in the toughest and most dangerous circumstances, from the floods in Pakistan to the earthquake in Haiti, to the dozens of disasters that don’t make the headlines.
We’re focusing on those countries where the need is greatest – where armed conflicts are keeping millions of children out of the classroom. In countries like Afghanistan, we’re building new schools, training teachers and providing essential supplies like books. Worldwide, over the last five years, we’ve got 1.6 million more children into school in countries affected by conflicts. That’s the equivalent of opening two schools every day for three years. And we’ve improved the quality of education for 10 million more children. But this is just the start – we won’t stop until we’ve stopped poverty and conflict from robbing another generation of the chance of a better future.
We help children find their families again after they’ve been torn apart by disasters and wars. We get children out of institutions where they are too often neglected or abused and help them grow up in a caring family home. We protect children who are refugees, and those who have been trafficked and exploited by adults and forced into dangerous work like being a soldier, a prostitute or working with toxic chemicals.
What we stand for Global Brand Guidelines 12
What we stand for – our brand characteristics
Child focused Outspoken Effective Authoritative Passionate What’s the difference between our values and our brand characteristics? Our values guide our behaviour. We try our best to live up them in everything we do. Our brand characteristics guide our communications. They help us communicate our cause to external audiences.
Brand characteristics We have developed a set of ‘brand characteristics’. These are a guide to presenting Save the Children in your communications (both messaging / tone of voice and design). The characteristics reflect the diversity of our strengths and are designed to be flexible. They provide an inspiration, and you may adapt and apply them in whatever way is most effective for your audiences. Over the next few pages you can read some tips on how to bring the characteristics to life in your communications. The idea is not to say ‘We are child focused’ (for example) but to demonstrate it through the words and images we choose.
What we stand for Global Brand Guidelines 13
What we stand for – our brand characteristics Child focused: Communication Tips 1. W hen describing our work, try to focus on the impact we have for children, rather than people generally. “We’ve treated 25,000 children for malnutrition”, not “We’ve treated 40,000 people for malnutrition”. 2. U se quotes from children and photos of children as much as possible. Help your audience see the world through their eyes.
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Bishara was dangerously ill with malnutrition. She was treated at a Save the Children centre in Kenya and within a month was smiling again, to her grandmother’s relief.
Use stories like this to show how we help children.
What we stand for Global Brand Guidelines 14
What we stand for – our brand characteristics Outspoken: Communication Tips 1. Show the need. Don’t shy away from telling it like it is, even when the truth is shocking. Use strong words like ‘appalling’ or ‘unacceptable’ – just don’t overuse them. “In the 21st century, it’s appalling that nearly 70 million children still don’t go to primary school”. 2. Inspire action. Make sure you have a strong call to action. Use words like ‘now’ and ‘today’ to express urgency. “More than a million children could die because of famine.We must act now. Please help us save lives.”
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This picture of seven-year-old Sao, in Cambodia, shows clearly and honestly the shocking conditions children are forced to live in.
What we stand for Global Brand Guidelines 15
What we stand for – our brand characteristics Effective: Communication Tips 1. S how ambition. Be confident and don’t hold back when it comes to expressing our ambition: “We could be the first generation to stop children dying, once and for all.” 2. G et excited about success and show results. Put our supporters centre stage and leave them in no doubt they’re making a difference – nothing is more motivating: “You did it! Your campaigning helped inspire an historic deal on vaccines – a huge step towards saving the lives of 4 million children.”
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Midwife Sadya Naeemi, 20 won Save the Children’s EVERY ONE Midwife Award 2011. Her personal story shows the life-saving potential of our work campaigning for, recruiting and training health workers.
What we stand for Global Brand Guidelines 16
What we stand for – our brand characteristics Authorative: Communication Tips 1. C ommunicate honestly and directly and take ownership of what you are saying: “We will take action” not “Action will be taken”. 2. U se specific targets to give substance to your claims: “Over the next three years, we’ll help 3 million children get back into school.”
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Over the next six months, we’ll build 80 new health centres in Haiti.
What we stand for Global Brand Guidelines 17
What we stand for – our brand characteristics 1
Passionate: Communication Tips 1. Be emotive. Statistics are important to show the scale of the problem, but too many big numbers can lose their impact. One shocking detail can have more emotional power: “I’ve seen mothers forcing their children to eat leaves in a desperate bid to fill their bellies. I’ve seen mothers give their children mud and pretend it’s food – praying it will keep them alive for another day.” 2. P ut the reader there. Help them imagine what it’s like to be that situation and create a sense of empathy: “When your child is ill, you don’t expect to travel far to get the help you need. And when you reach your local doctor, you expect to find somewhere clean, sterile and safe. Somewhere that will make your little one feel better. In South Sudan you can expect the opposite.”
What we stand for Global Brand Guidelines 18
Design and style guidelines
Communication This section contains guidelines on designing your communications. It covers how to use our logo, symbol, colours and our typography style. It also has tips on co-branding and sub-brands.
Design and style guidelines Global Brand Guidelines
Design and style guidelines – our logo
Our logo The logo – our name and the symbol that goes with it - is the most valuable element of Save the Children’s visual communications. Whenever the logo appears, people will immediately make a link between the accompanying message or activity and Save the Children. Ensuring our logo is used correctly also enables us to protect it legally and stop it being used without our permission. That is why it’s so important to get it right. All our visual communications should include our whole logo, and you must follow these guidelines to ensure that we can protect our logo and make the most of its impact. The logo can only be used by Save the Children and by our agreed associates who have signed a licence agreement.
If you have any questions about the logo please contact Lisa Norstrom (Lisa.Norstrom@savethechildren.org, +44(0)20 3272 0300
Design and style guidelines Global Brand Guidelines 20
Design and style guidelines – our logo The default logo
Basic rules on using our logo 1. Always use the whole logo (the symbol and the name) from the logo files provided – never recreate, rearrange or recolour it yourself. 2. The default approach for all members and programmes is to use the logo in English. This logo is also used by all central, non-member led parts of the organisation. 3. You can use an approved translated version of the logo, if your country context means you need to communicate in a local language. This could be because: Example of a translated logo
• English is not readily understood by your audience • Using English could have a negative impact on perceptions of Save the Children in your country • You have already been using and building awareness under a translated name.
If you would like to develop a translated version of the logo and get it approved, please contact Lisa Norstrom (Lisa.Norstrom@savethechildren.org, +44(0)20 3272 0300
Design and style guidelines Global Brand Guidelines 21
Design and style guidelines – our logo Example of a specific member logo
Basic rules on using our logo (cont) 4. Occasionally you may need to use the logo to demonstrate that activities or descriptions refer to a specific member. In these cases you can use the name and logo in conjunction with the country name in the local language.
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5. Don’t attach any other message to the logo (e.g. campaign names, slogans or illustrations). 6. Don’t use the logo as part of a sentence. 7. Don’t rotate the logo in any way. 5
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PROTECTING CHILDREN’S RIGHTS
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8. Don’t distort the proportions of the logo in any way.
Exceptions Any exceptions to these logo guidelines must be approved centrally. Contact Lisa Norstrom (Lisa.Norstrom@ savethechildren.org, +44(0)20 3272 0300
Design and style guidelines Global Brand Guidelines 22
Design and style guidelines – our logo Logo colours
RICH BLACK
PANTONE 485
Red Pantone 485UC 0C 100M 100Y 0K 255R 0G 0B #FF0000
Black Pantone Process Black 0C 0M 0Y 100K 0R 0G 0B #000000
white
White 0C 0M 0Y 0K 255R 255G 255B #FFFFFF
Logo colour Use the logo in full colour whenever possible, with the symbol in red and the name in black.
Logo in full colour
When using the logo on a dark background, you can use a version with the symbol in red and the name in white.
We also have an all-white version, for use if it’s hard to see the red symbol on the background colour, and an all-black version, for when it’s impossible to use colour.
Single colour logo
Logo reversed out of red
Logo in single colour black
Design and style guidelines Global Brand Guidelines 23
Design and style guidelines – our logo Size suggestions
Minimum size Suggested logo size 6mm
9mm
The x height of the symbol set at 1. 6 mm minimum dimension 2. 9 mm: recommended size of business cards 3. 11 mm: The size of the C5 Envelope 4. 15 mm: recommended size on letter paper in A4 format
The main version of the logo should not be smaller than 6mm for print and ideally at least 9mm. On web sites and in digital formats the logo should not be smaller than 20 pixels. The minimum size is based on the width of the symbol (as shown opposite), not the total width of the logo.
11mm
15mm
Small-use logo Small-use logo
There will be occasions when you may have to use a smaller logo, or when you need the logo to stand out from a distance e.g. on t-shirts. In these circumstances, you can use a special stacked version of the logo. Please maintain the exclusion zone which in this case is equivalent to the size of the symbol’s head within the logo artwork (as shown). The minimum size for the small-use logo is 20mm in width as shown opposite.
20mm minimum size
Design and style guidelines Global Brand Guidelines 24
Design and style guidelines – our logo Exclusion zone
Exclusion zone Give the logo enough space so that the design doesn’t appear cluttered. Make sure there’s at least the space equal to the height of the symbol all around the logo. Where to place the logo The logo should be placed in the upper or lower right corner of a surface. The logo should never be centred. The example shows the logo placement on letterhead and a brochure cover. Placing the logo
A small logo glossary Protecting children from harm
colours • CMYK - 4 colour printing • PMS - one-colour, high quality print • RGB - use these colours when designing websites format • EPS - vector based image: allows image to enlarge to any size without distorting the quality. Suitable if you’re using a Mac or a design programme such as Adobe Illustrator • JPEG - size-dependent, pixel based images (if scaled up too much the image will lose quality). Suitable if you’re using a PC and programmes like Word and Powerpoint
Save the Children UK 1 St. John’s Lane London EC1M 4AR
Telephone +44 (0)20 7012 6400 Fax +44 (0)20 7012 6963 www.savethechildren.org.uk
A limited company by guarantee registered in England (number 178159). Registered charity number 213890. Registered office: The Save the Children Fund, 1 St. John’s Lane, London, EC1M 4AR.
Patron: Her Majesty the Queen. President: Her Royal Highness The Princess Royal. Director General: Mike Aaronson.
• TIFF - size-dependent, pixel based images (if scaled up too much the image will lose quality). Suitable if you’re using a Mac or a design programme such as Adobe PhotoShop
Design and style guidelines Global Brand Guidelines 25
Design and style guidelines – our logo Placing the logo – examples
Press advertisement
Brochure cover
Website
Online banner advertisement
Design and style guidelines Global Brand Guidelines 26
Design and style guidelines – co-branding Co-branding For joint or co-sponsored projects, you may need to use other organisations’ logos along with Save the Children’s. The logos must not be changed or re-arranged to suit the design, to complete a copyline or to create an illustration. They must be used in their entirety in the specified colours and in an uncluttered position.
To link two logos, we suggest the following three formulas: 1 Align the logos on the right and, where possible, link the two logos with a phrase that defines the working relationship between the organisations.
2 Where the Save the Children logo is positioned at the bottom right of the page, align the other logos on the left-hand side of the Save the Children logo.
3 Where the Save the Children logo is positioned at the top of the page, align the other logos on the right-hand side of the Save the Children logo.
Suggested connecting statements are: SUPPORTING
WORKING WITH
IN ASSOCIATION WITH
IN IN ASSOCIATION ASSOCIATION WITH WITH
SUPPORTING SUPPORTING WORKING WORKING WITH WITH
Design and style guidelines Global Brand Guidelines 27
Design and style guidelines – our symbol
Bringing our symbol to life
The symbol in white
The symbol in red
Our symbol represents Save the Children, and we want people to recognise it and associate it with us. Of course, it appears on everything we produce as part of our logo, but we also have the option to use it more widely in order to increase our brand presence throughout our communications.
The symbol should not replace the full logo. This is essential to protect our brand legally and to ensure we are instantly recognisable as Save the Children. Every piece of communication must include our full logo somewhere, apart from where it’s not practical e.g. on pin badges.
You can use the symbol on its own as a graphic element, giving it a strong presence and personality. It should be used in red wherever possible, though it can also appear in white and black.
The symbol on digital material
Design and style guidelines Global Brand Guidelines 28
Design and style guidelines – sub-brands Sub-brands – do you really need one? We try not to create sub-brands as they can overshadow our corporate brand, confusing people and taking attention away from Save the Children. We have one centrally approved campaign sub-brand – EVERY ONE. For more information on EVERY ONE see page 30. If you are considering developing a sub-brand (giving a project its own identity in terms of a logo or a specific look and feel that is different from our usual visual identity), then consider carefully whether this is necessary.
Most projects simply need a name – they don’t need their own logo.
If you are sure you do need to create a sub-brand (for example, because your project is supported by a number of organisations and needs to have a separate identity from Save the Children), then please follow the guidance below.
Follow these guidelines on sub-brands: • Never use the sub-brand name in a design attached to the Save the Children name as our name and logo must always stand on its own. • Always present the Save the Children name and logo in a prominent position on sub-branded materials, to show clearly that this is still a Save the Children activity. • Do not try to compete with the Save the Children name and logo – complement it! • If you need to develop a new look and feel for the sub-brand, as well as a logo, ensure that it works well alongside the overall Save the Children visual identity. • Make sure that the sub-brand’s tone and messaging doesn’t conflict with Save the Children’s overall tone, messaging and brand characteristics. • For advice and approval of your sub-brand contact Lisa Norstrom (Lisa.Norstrom@savethechildren.org, +44(0)20 3272 0300
Design and style guidelines Global Brand Guidelines 29
Design and style guidelines – EVERY ONE campaign EVERY ONE logo
EVERY ONE is our global campaign to save children’s lives.
Campaign photography
We have a special logo that we use only for this campaign. It also has specific look and feel which is designed to complement our overall Save the Children visual identity. If we all use this look and feel whenever we’re communicating as part of EVERY ONE, it will help us build awareness of the campaign and increase its impact.
Graphic elements
It includes our ‘woodblock’ typeface and graphic elements, designed to convey urgency and make the campaign feel modern and approachable. It also has a range of campaign colours, including our primary Save the Children colour palette.
Campaign typefaces
GILL SANS GILL SANS LIGHT GILL SANS WOODBLOCK
For more information on EVERY ONE and the full guidelines on using it
Colour palette
SLATE
PANTONE 485
Dark BLUE
Dark PURPLE
BROWN
BRIGHT BLUE
BRIGHT Purple
BRIGHT YELLOW BLUE
DARK PINK
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Mustar
Dark green
BRIGHT Pink MAUVE
Click here to go to Xtranet
Green PINK
OLIVE
Design and style guidelines Global Brand Guidelines 30
Design and style guidelines – colour palette Primary colour palette
Colours Our primary colours are red, black, white and slate. RICH BLACK
PANTONE 485
Red Pantone 485UC 0C 100M 100Y 0K 237R 28G 36B #FF0000
Slate
Black Pantone Process Black 0C 0M 0Y 100K 0R 0G 0B #000000
Slate Pantone 5425C 30C 4M 0Y 40K 130R 150G 161B #999999
We also have a secondary colour palette which we suggest you use throughout your communications to give them a consistent look. You can also use tints of these colours.
white
White 0C 0M 0Y 0K 255R 255G 255B #FFFFFF
However, to increase the coherence of your communications, you may wish to limit how many of the secondary colours you use.
Secondary colour palette
pantone 5477
Pantone 5477 60C 0M 30Y 72K 37R 82G 81B #336666
Pantone 3248
Pantone 3248 43C 0M 23Y 0K 158R 211G 204B #99CCCC
pantone 012
Pantone 012 0C 18M 100Y 0K 255R 208G 0B #FFCC00
pantone 471
Pantone 471 0C 56M 100Y 18K 207R 118G 1B #CC6600
pantone 368
Pantone 368 65C 0M 100Y 0K 106R 176G 35B #669933
pantone 647
Pantone 647 94C 43M 0Y 38K 255R 0G 0B #006699
pantone 527
Pantone 527 79C 94M 0Y 0K 88R 47G 135B #663399
pantone 213
Pantone 213 0C 100M 30Y 0K 227R 0G 95B #CC0066
pantone 111
Pantone 111 0C 11M 100Y 27K 204R 175G 0B #CC9900
pantone 2718
Pantone 2718 72C 43M 30Y 0K 255R 255G 255B #669999
Design and style guidelines Global Brand Guidelines 31
Design and style guidelines – colour palette
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Using the primary colour palette The primary colour palette can be used for: 1. Background floods of colour 2. Maps and illustrations 3. Information graphics 4. Typography 5. Navigation (see next page) You can choose any combination of colours from the primary palette, to add authority and impact to your communication.
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pantone 485
pantone BLACK
Slate
Design and style guidelines Global Brand Guidelines 32
Design and style guidelines – colour palette
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Further examples of the primary colour palette in use.
Design and style guidelines Global Brand Guidelines 33
Design and style guidelines – colour palette
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Using the secondary colour palette The secondary colour palette (used as tints and 100%) can be used for: 1. Background floods of colour 2. Maps and illustrations 3. Typography 4. Information graphics You can choose any combination of colours from the secondary palette, though please choose colours which complement one another.
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pantone 485
pantone BLACK
pantone 012
pantone 471
Design and style guidelines Global Brand Guidelines 34
Design and style guidelines – colour palette
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Using the secondary colour palette Sometimes you may want to use all or at least the majority of colours from the secondary palette. This could be when:
pantone 5477
pantone 012
pantone 368
pantone 527
pantone 111
Pantone 3248
pantone 471
pantone 647
pantone 213
pantone 2718
1. creating colour coded diagrams 2. creating colour coded section dividers
Design and style guidelines Global Brand Guidelines 35
Design and style guidelines – colour palette
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1. creating a strong brand presence using the primary palette
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2. using the secondary colours to highlight lead stories
Using the colour palette online Lead with the primary colour palette online. Secondary colours should be used for linked stories and campaigns. Donate buttons should appear in the primary colour palette.
Design and style guidelines Global Brand Guidelines 36
Design and style guidelines – typography Corporate typefaces
Gill Sans
Gill Sans Light Italic Regular Italic Bold Italic Heavy Garamond
Garamond Bold Italic Bold Italic
Corporate typefaces We have two corporate typefaces, Gill Sans and Garamond. Gill Sans is the typeface used in our logo, for the words Save the Children. You should use it for headings wherever possible and also for body copy where appropriate. If you prefer to use a ‘serif’ typeface for body copy, you can use Garamond. We have a worldwide licence for the use of Gill Sans. Most designers and printers already have access to the typeface and are licensed to use it, but if you need the our license you can download it from our Xtranet: www.savethechildren.net/Xtranet Garamond is generally already available on PCs and Macs.
To download the Save the Children typefaces from our Xtranet site
Click here
Design and style guidelines Global Brand Guidelines 37
Design and style guidelines – typography Styling headings
Gill Sans Light
LEAD HEADLINES: TYPE SIZE: 30PT LEADING: 32PT
Styling body copy For small amounts of body copy we aim to use Gill Sans Regular at 10.5pt with 12pt leading (line spacing). Highlighted words or phrases use Gill Sans Bold. The minimum size for body copy is 9pt.
Gill Sans Light / Regular
For large amounts of body copy use Garamond Regular Set body copy at 11pt with 14pt leading. The minimum size for body copy is 9pt.
QUOTES / INTRO: TYPE SIZE 18PT LEADING: 22PT Gill Sans Regular
Introduction: Type size 16pt Leading: 18pt Gill Sans Bold / Heavy
Small Titles: Type size 14pt Leading: 16pt Gill Sans Bold
Subheads: Type size 10.5pt Leading: 12pt
Gill Sans Regular Credits / legal disclaimer: Type size 7pt Leading: 8pt
Design and style guidelines Global Brand Guidelines 38
Design and style guidelines – typography
Typography The tone of voice of your communication will heavily influence your chosen style of typography. So for instance if your communication needs to be authorative, and action-driven choosing ALL CAPS for headlines and titles will help communicate this.
Design and style guidelines Global Brand Guidelines 39
Design and style guidelines – typography
Typography For when you want a quiet, soft voice choose Garamond as your title and body copy typeface. Gill Sans should be used for subheads, quotes and for cover titles to ensure consistency of our tone of voice.
Design and style guidelines Global Brand Guidelines 40
Design and style guidelines – typography
Typography For a quieter or gentler tone of voice use ‘Title Case’ instead of ‘ALL CAPS.’ Use the same size and spacing specifications as supplied on page 38 for lead headlines, intro or quotes and set in ‘Title Case.’
Design and style guidelines Global Brand Guidelines 41
Design and style guidelines – typography
Typography Online, please use Arial as a default typeface for body copy and set headlines in Gill Sans. It is best to create the Gill Sans headlines as a graphic to ensure all users will see the correct typeface as not all PCs will have Gill Sans loaded.
Design and style guidelines Global Brand Guidelines 42
Design and style guidelines – photography
Photographic impact Photography is one of our most powerful communications tools. It can have a huge emotional impact on the viewer, and it shapes their understanding of Save the Children and our cause.
Design and style guidelines Photography Global Brand Guidelines
Design and style guidelines – photography
Photographic style We have an extensive selection of photographs (along with case studies and videos) available. Browse and request photos from Save the Children UK’s library
Watch a guide to using Save the Children US’s library
here
here
Different members have different approaches to the use of photography, depending on how Save the Children is positioned in their market and on kind of images that make their audiences respond. These guidelines though are relevant globally and it’s important that we all follow them when commissioning or choosing photography in order to represent Save the Children appropriately and maintain our credibility.
Design and style guidelines Photography Global Brand Guidelines 44
Design and style guidelines – photography Check consent
Respect copyright
If someone does not want to be photographed or wishes to remain anonymous, you must respect this. When possible, the child, their parents or guardians should be told how the image will be used. An adult should give written consent for their own photo or their child’s photo to be used.
The creator of an image should always be named. Make sure you are aware of the copyright laws in your own country and abide by them if you are using photos from other members remember to check the copyright. If you are engaging a photographer, ensure that you have a clear contract with them covering use of the images in the future.
Use names
Represent our brand characteristics
Name the people in the photo whenever possible (though not when they wish to remain anonymous or for child protection reasons). This shows respect for them, and also helps the audience connect with their story.
We have developed a set of brand characteristics which describe our personality. Well-chosen photography can help us communicate them.
Ensure the image is true and current The image must be true and represent the reality of the situation. It should usually be accompanied by an explanatory caption. Try to use current images when you write about current events. Do not use an image from one country to illustrate another country and make it clear if you are using a general picture to illustrate a specific story. To view images which express our brand characteristics
Go to page 13
Design and style guidelines Photography Global Brand Guidelines 45
Design and style guidelines – photography Mix genders, ethnic groups and ages Make sure that, across the board, your photography has a good mix of boys and girls, children from different ethnic groups and different ages. This helps communicate the diversity of our work and our commitment to children everywhere.
Show the energy of youth Show the energy of children and young people, and don’t represent them as passive victims. For example, avoid images of white project workers dispensing aid to ‘passive’ local people. Show situations where children are active, express their own opinion and use their own energy to solve their problems.
Design and style guidelines Photography Global Brand Guidelines 46
Design and style guidelines – photography Don’t reinforce prejudices Avoid images that reinforce prejudice, stereotypes or any sense of superiority of the ‘rich’ countries. For example, avoid using an image of an African child holding out a bowl for food as if begging, as this reinforces perceptions about dependency on aid.
7 3 Emphasise the child – not the disability Part of our work is helping children with disabilities live together with other children in society. You should therefore avoid images of disabled children in isolated
situations. Instead, choose images where the child appears naturally together with other children or adults. If possible, avoid images that focus on the disability rather than the child as an individual.
Design and style guidelines Photography Global Brand Guidelines 47
Design and style guidelines – photography (image manipulation) Crop the image carefully Be careful when cropping an image – it can change the message of the photo and it may no longer represent the truth of the situation. Cropping photos wisely can add clarity to the key message and bring the truth of the situation home. Image manipulation Images should not be retouched or otherwise altered in a way which changes the truth of the original image.
Persistent drought and the loss of livestock is making it nearly impossible for Halima to feed her family.
Original image
3 Acceptable retouched image
7 1
Unacceptable retouched image
2
Retouching general rules: 1. Do not remove people or objects from the photo as this could change the original context of the image. 2. Removing extra detail (like clouds or small plant growth) which may interefere with text laid over the image is permissible as these minor retouches do not alter the story of the original image.
Design and style guidelines Photography Global Brand Guidelines 48
Page layout – in print
Following the eye When designing a page, it is important to consider how the viewer will look at it. Each part of the page has a different value, depending where the eye falls first. Research shows that when reading from left to right (e.g., when reading English), the eye will first look top left, then follow a Z shape movement on the page.
Begin with your most important message at the top left of the Z and finish with the logo at the end of the Z on the bottom right (where you know the eye will stop). The darker area on the diagram you can see, indicates where the attention is mostly drawn.
Experienced designers can manipulate the shape of the Z by using white space, colour and images. Beginners should try to use the Z shape as close to the diagram as possible.
Use design to make the most important part of your message stand out and make sure it is clear in what order things should be read.
Where there is quite a large amount of text in the publication, effective design is even more important, so that the reader is easily guided through the text.
Writing style Page layout Global Brand Guidelines 49
Page layout – online
Following the eye When designing a page online, it is important to consider how the viewer’s eye moves around the screen. Each part of the page has a different value, depending where the eye falls first.
Area 1 is most important and should be used for key messages or lead photography. The last area, position 8 on the diagram is equally important and should be used for calls to action such as ‘Donate now!’.
Experienced designers can use colour and imagery to enhance or alter the viewer’s flow from the diagram shown. Beginners should try to create designs using the insight from the diagram.
Use design to make the most important part of your message stand out and make sure it is clear in what order things should be read.
The diagram on the top right shows the typical order of the eye as it takes in information online.
Writing style Page layout Global Brand Guidelines 50
Writing style
Getting our message across This section contains guidelines on how to make your communications effective through writing clearly and compellingly.
Writing style Global Brand Guidelines
Writing style Writing style
Use non-discriminatory language
It’s essential that we communicate in plain language that people understand. This is a fundamental part of our brand – we want to be straight-talking, honest and direct. It also gives our words more chance of being read.
You should never imply that people of a particular ethnic origin, sex, age, physical ability, sexuality or nationality are ‘normal’ and that everyone else is ‘different’. Avoid generalisations about groups of people, especially derogatory comments.
It’s important to make your writing appropriate to the context. Bear your reader in mind – what will have the most impact on them? Also think about the channel and format – don’t write a long, cumbersome report when a short leaflet would do the job better.
Don’t use abbreviations
When you’re writing, bear in mind our brand characteristics and try to represent them in the words you choose. See page 13 for more ideas on this.
Try to avoid any use of abbreviations apart from the most instantly recognisable and commonly used ones e.g. USA or BBC. If you have to use an abbreviation throughout a document, give the name in full at the first mention followed by the abbreviation in brackets e.g. United Nations (UN). Never abbreviate the name Save the Children – see page 9 for more guidance on this and other internal abbreviations.
Here are a few handy tips on how to present your message and captivate your reader: • Use punchy headings • Use sub-headings if it helps to structure your text more clearly • Use short sentences and paragraphs • Use questions and answers • Use quotes to bring the text to life • Use personal stories to illustrate your message • Use photos and images with captions and minimal text • Break up your text with bullet points if it is appropriate • Don’t baffle your reader with jargon and abbreviations • Write in a modern fashion – don’t use old fashioned words or phrases.
Writing style Global Brand Guidelines 52
Writing style – examples Here’s an example of some writing that uses some of these techniques, including:
• language that the audience will understand, rather than jargon
• u sing a personal story, emotive language and quotes to create empathy and bring an issue to life
• punchy sub-headings, paragraphs and short sentences to guide the reader through the story
THE BRUTAL ROAD TO DADAAB
In a shaft of sunlight streaming in the door of a mud shack, Isnino and her baby daughter look like serenity itself. But then I start to notice things. There’s a shellshocked air about Isnino — her brown eyes are wide and unblinking. She talks in short, staccato bursts, as if she just wants to get it over with. When she tries to smile, it’s lopsided and awkward, like she hasn’t done it in a while. Then she gently recounts her horrific story. Isnino grew up in southern Somalia. When she was 13 years old, her father married her off to a man she couldn’t stand. Soon after, she become pregnant. When the drought hit, she fled from her husband and set off to look for food and water. For weeks she wandered, drinking water from streams, and living off a few leaves and food scraps.
DYING ON THE ROAD
FINDING HOME IN DADAAB
Eventually Isnino joined a group of refugees, all hoping to find a way to Dadaab, the massive refugee camp in Kenya. When a truck finally pulled over, it was dangerously overcrowded. Isnino wasn’t sure how far along she was in her pregnancy, but her belly was big. As the driver sped through the night on the uneven road, it jolted and slammed people into Isnino’s abdomen. “People were sitting on top of each other,” Isnino says. “They were vomiting and defecating; there was an awful smell.” The passengers were so tightly jammed in that someone died, probably from suffocation.
Sitting next to Isnino in the mud shack is Ibrahim, a wiry 48-year-old man. Isnino sees him as a saviour - someone who cares for her in a way her own father didn’t. Ibrahim is one of 350 foster parents in Dadaab who work with Save the Children. Ibrahim has opened his home to Isnino and Habibo. “If you see someone suffering, you need to intervene,” he says. Isnino plays with Ibrahim’s children and has already become a member of the family. She’s even started calling Ibrahim father, and he treats her like his daughter. Best of all, her smile is starting to work again.
SCREAMING INTO THE WORLD Maybe it was the pain in the rest of her body, but Isnino never felt the contractions. In the back of that filthy, overcrowded truck, Isnino pulled Habibo screaming into the world. She had no water to wash her newborn. She wrapped Habibo in the skirt she was wearing and did her best to protect her until they arrived at the camp.
Writing style Stationery Global Brand Guidelines 53
Appendix: - stationery Stationery examples 20mm
15mm
75mm
15mm
Guidance - Letterhead Specifications 31mm 48mm
An Other Esq Company Name Street name and number Town or City Country Postcode 08 August 2012
100mm
Dear Mr Other Sed vitae diam sem. Suspendisse sed lacus metus. Etiam imperdiet mi velit, vitae fermentum dui. Nulla eu aliquam felis. Donec vestibulum placerat suscipit. Vivamus urna odio, fermentum nec porttitor a, cursus a lacus. Suspendisse potenti. Sed congue tincidunt nunc, eu e.g.estas lorem ultrices id. Suspendisse at turpis nunc, id hendrerit justo. Fusce dolor elit, conseuqnent dolore seet amet iaculis adipiscing rutrum eu, laoreet eu velit. Suspendisse e.g.estas mattis viverra.
The letter here is typed in Garamond 11/13pt. The printed Save the Children name is Gill Sans Bold 8/10pt, the address is Gill Sans 8/10pt and the other information is Gill Sans 6/10pt. Letterhead paper – white bond laser guaranteed (without texture), weight 80gsm minimum up to 100gsm.
• The logo must be full colour at 9mm in x height • The logo must always be placed as shown • The address, telephone number and electronic information are placed in the first two columns at the bottom of the layout • The other two columns can be adapted to include legal information, or other messages
In iaculis purus quis urna sagittis et rutrum tellus fringilla. Fusce sit amet tortor dui, sodales placerat nulla. Vivamus arcu turpis, lacinia sed dictum e.g.et, placerat ut urna. Pellentesque pharetra dapibus risus e.g.et consectetur. Cras augue risus, tempus vel sollicitudin quis, e.g.estas nec mauris. Nunc lorem nunc, consequat vel placerat vel, hendrerit molestie dolor. Phasellus pellentesque eros enim, ac faucibus mi. Praesent tellus mi, consequat e.g.et pretium nec, commodo a purus. Aenean sem tortor, ultrices non lacinia adipiscing, fringilla e.g.et lectus. Phasellus quis interdum libero. Sed et arcu id tortor condimentum fringilla. Vivamus a libero nisi.
Sincerely
Name Direct line 020 7123 456 email@stc.com
Save the Children UK 1 St. John’s Lane London EC1M 4AR
Telephone +44 (0)20 7012 6400 Fax +44 (0)20 7012 6963 www.savethechildren.org.uk
A limited company by guarantee registered in England (number 178159). Registered charity number 213890. Registered office: The Save the Children Fund, 1 St. John’s Lane, London, EC1M 4AR.
Patron: Her Majesty the Queen. President: Her Royal Highness The Princess Royal. Director General: Mike Aaronson.
8mm
Examples Stationery Global Brand Guidelines 54
Appendix: - stationery Stationery examples 15mm
5mm
75mm
10mm
Guidance - compliment slip 20mm With compliments
• The logo must be full colour at 9mm in x height • The logo must always be placed as shown • The address, telephone number and electronic information are placed in the first two columns at the bottom of the layout • The other two columns can be adapted to include legal information, or other messages
Specifications - compliment slip Save the Children UK 1 St. John’s Lane London EC1M 4AR
Telephone +44 (0)20 7012 6400 Fax +44 (0)20 7012 6963 www.savethechildren.org.uk
8mm
45mm
5mm 12mm 20mm
Stephie Rolfs
The printed Save the Children name is Gill Sans Bold 8/10pt and the address is Gill Sans 8/10pt. Compliment slip paper – white bond laser guaranteed (without texture), weight 80gsm minimum up to 100gsm.
Head of Design Save the Children UK 1 St. John’s Lane London EC1M 4AR Telephone +44 (0)20 7012 3456 Fax +44 (0)20 7012 2345 stephie@savethechildren.org.uk
Specifications - card The printed name is Gill Sans Bold 10pt, the Save the Children name is Gill Sans Bold 7pt, all other information is Gill Sans 7/8pt. Business card paper – Royal Kent ivory board (or similar), weight 350gsm minimum up to 400gsm.
8mm 42mm
Examples Global Brand Guidelines 55