OUR LOGO. CLIC Sargent Visual Identity Guidelines. November 2015

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1 OUR LOGO CLIC Sargent Visual Identity Guidelines 7

2 An overview Secondary logo As our unique identifier, it is essential that our logo is applied consistently. The primary version of our logo, shown on the right, should be used wherever possible. Secondary logo Our secondary logo is horizontal and should be used whenever there are space or layout restrictions that make using our primary logo difficult. 8

3 National logos For nation-specific initiatives, we have variations of our logo, with the country name added, for Scotland, Northern Ireland and Wales. We also have secondary national logos for when there are space or layout restrictions. For all UK-wide communications initiatives, use our main logo. Secondary national logos 9

4 Logo colours Our logo is available in three colours plum, solid black and solid white. Wherever possible, use our plum logo on a white background. Where that is not possible, you can use the appropriate logo for your application, as shown opposite. Plum on white / light colour Plum PMS 241 C CMYK PMS 240 U CMYK On screen RGB HEX #AF1685 Black on white Black CMYK CMYK On screen RGB White on plum / dark colour White on black 10

5 Logo colours Special and major events For special and major events that are aimed at an audience of high-net-worth individuals, we have a silver and blackcurrant version of our logo as these colours can offer an alternative for this particular audience. Both logos appear in solid or metallic print. Metallic silver Metallic silver PMS 877 C PMS 877 U Metallic blackcurrant Metallic blackcurrant PMS 8843 C PMS 8843 U Silver Silver PMS Cool Grey 5 C CMYK PMS Cool Grey 5 U CMYK On screen RGB Blackcurrant Blackcurrant PMS 2425 C CMYK PMS 241 U CMYK On screen RGB

6 Using our logo Logo clear space Minimum size To keep our logo clear of clutter and help it stand out, we have devised some simple rules. Positioning Wherever possible, we prefer our logo to appear either in the bottom or top right-hand corner of the page. Clear space To retain its visual impact and legibility, a clear space has been specified for the logo. This is equal to the height of the flower symbol, shown as an x on the adjacent diagram, and should be kept clear at all times. Minimum size The logo also has a minimum usable size, below which it will become unreadable. For our primary logo, it s 18mm or 80px wide; for our secondary logo, it s 32mm or 120px wide. For exceptional applications where neither the primary nor the secondary logo will be clear enough to read at any size we have an alternative logotype (in our headline typeface, CLIC Sargent Summer). Please brand@clicsargent.org.uk to check if this will be necessary. Logotype for exceptional applications 18mm Minimum usable size of our primary logo is 18mm or 80px wide 32mm Minimum usable size of our secondary logo is 32mm or 120px wide 12

7 Using our logo A guide We have some simple rules to follow that ensure our logo always looks its best. Do not dismantle our logo or rearrange any of its elements Do not squash or stretch our logo Use the appropriate colour logo for your selected background Do not use the logo over complex imagery which makes the logo hard to read Do not try to recreate our logo Do not edit our logo or add any effects Do not use any elements individually Do not add any outlines or boxes Do not turn it on an angle Do not use our logo in any colour other than those specified in these guidelines. CLIC Sargent Cancer support for the young 13

8 Supporter logo We have a special logo with the word Supporting for use on event or activity material produced directly by an individual or group of supporters who are raising money for CLIC Sargent. For details on how to use the supporter logo, follow the same guidelines set out for the corporate logo on pages National versions Please contact brand@clicsargent.org.uk to request the supporter logo. There are versions available for all of the nations. 14

9 Events logo We have a special logo with the words In aid of for use on material for an event raising money for CLIC Sargent, and where the event has its own distinct identity. When to use the events logo Events in support of CLIC Sargent fall under two categories, depending on who is organising the event. Type one: CLIC Sargent is the organiser If CLIC Sargent is the primary organiser of the special event, material should follow our brand style and our main logo should be used. Type two: in aid of CLIC Sargent If the event is in aid of CLIC Sargent, the material has its own distinct identity removed from the CLIC Sargent brand. Use the events logo on such materials. National versions Type two communications should not incorporate any other CLIC Sargent brand elements or style, other than the events logo. Please contact brand@clicsargent.org.uk to request the events logo. There are versions available for all of the nations. 15

10 Working with others Using our logo alongside partner logos When entering into partnerships with other organisations, we sometimes create joint communications. Oasionally we create a dual logo lock-up. All partnerships are different so the use of a dual logo will be looked at on a case-by-case basis and must be agreed to by both parties. When creating dual logos, the CLIC Sargent logo guidelines must be followed. In association with Logos aligned to the bottom right-hand corner, observing the specified clear areas to keep them uncluttered In association with In association with See page 12 for minimum size and clear areas See page 34 for design grid 16