Walking for Health Mini brand guidelines
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1 Walking for Health Mini brand guidelines
2 Walking for Health vision That everyone will have access to a short, free and friendly health walk within easy reach of where they live, to help them become and stay active. We want people to enjoy an experience brought to them by Macmillan and the Ramblers, and be inspired to give something back. The brand values of Walking for Health are friendly, welcoming, empowering and knowledgeable. These are based on peoples experiences of Walking for Health and are reflected throughout our communications. Our partnership the Ramblers and Macmillan Cancer Support The Ramblers and Macmillan Cancer Support are proud to run Walking for Health. By sharing our walking and health expertise we support 600 schemes to offer short, free health walks in local communities across England. The partnership demonstrates both organisations ambition to help more people including those affected by cancer discover the joys and health benefits of walking.
3 Our logos Our visual identity is an expression of our vision. It helps people recognise us and encourages them to get involved. It is made up of elements that, when used in the right way, tell the Walking for Health story. Our logo The three walkers in our logo symbol embody the social, inclusive nature of our walks. Our logo appears on all our materials and the more consistently we use it, the more memorable it will become. Our logo should go on all communication materials. Our partnership lockup Our partnership lockup communicates the unique, exciting partnership between the Ramblers and Macmillan, which has made Walking for Health possible. This will be used on all Walking for Health national materials and is available to schemes to include on local materials. Accreditation logo This mark is a stamp of approval it s for health walk schemes who have been accredited by Walking for Health, and can be used on all promotional literature. The logo can be used in place of the Walking for Health logo for accredited schemes if space is limited. What logo to use and when Materials National use eg Banner Scheme use eg Walks programme Remember Walking for Health logo Partnership lockup Bottom left/right Always use the original logo artwork, in the correct format and colours Use the black version of the logo on publications such as newspapers, and the white version on block colour or imagery To download all logos in all formats, please visit under Coordinator Resources. Accreditation logo Only if the scheme is accredited Walking for Health Mini brand guidelines 3
4 Using our logos Where possible we encourage schemes to use the partnership lockup to build understanding at a local level. If schemes wish to use the Ramblers and Macmillan logos on their materials, they must use the partnership lockup and not the individual logos. Logo exclusion zone Use common sense to keep logos standing proud and looking professional. Give them as much breathing space as possible the width of the w, the dot on the r and the height of the g should do it, as you can see on the right. Logo size guide Depending on the size of your document, minimum margins and logo sizes apply. Remember that a margin is the width from the edge of your document to where your text/imagery begins, as shown in the A4 example below. Page size Margins Logo size A3 14mm 50mm wide minimum A4 10mm 36mm wide minimum A5 8mm 31mm wide minimum A6 7mm 31mm wide minimum Logo placement guide The Walking for Health logo should always appear on the front of any scheme materials and ideally sit in the top right or top left corner. It should always appear the same size or larger than any other logos used. We encourage schemes to use the partnership lockup, but it must appear with the Walking for Health or accreditation logo, and sit in the bottom right or left quarter (front or back cover, depending on the material). The accreditation logo can be used alongside or, if necessary, replace the Walking for Health logo for accredited schemes on scheme materials. When placed next to the Walking for Health logo it should be centrally aligned. A4 document 10mm margins 36mm wide logos Minimum width for the Walking for Health, partnership lockup and accreditation logo is 31mm Walking for Health Mini brand guidelines 4
5 Using our logos Logo don ts Using our logos with other partner logos Below we have mocked up some examples of how the logo could sit on existing scheme materials, alongside other partner logos, such as NHS or local authority. We have used a best case example and an option if you are short on space. If you have any questions around incorporating the Walking for Health logo please contact the team at walkingforhealth@ramblers.org.uk Walk your way to health at Salary Brook Local Nature Reserve Walk your way to health at Salary Brook Local Nature Reserve Our logos have been carefully crafted, so they mustn t be redrawn or altered. Always Leave the specified space around the logo clear Keep to the specified colourways Never Change the strapline font Distort the shape of the logo or angle it Use Walking for Health without the walkers, or vice versa Remove or change the scale of the Ramblers or Macmillan logos Change the logotype underneath the partnership logo London Colchester Borough Council Colchester Borough Council Walking for Health Mini brand guidelines 5
6 Our colour palette, phrases and typeface Core elements After our Walking for Health logo, partnership lockup and accreditation logo, our colour palette, phrases and typeface are our other core elements. Our colour palette The combination of colours we use is different and memorable. We have chosen fresh, crisp colours, which reflect the outdoors and complement the brand colours used by the Ramblers and Macmillan. Please use the colour references shown below (PMS and CMYK for professional print, RGB and HEX for screen) and don t change them. Teal PMS 7474U C90 / M0 / Y28 / K22 HEX 008B9C R0 / G139 / B157 Light blue PMS 570U C53 / M0 / Y33 / K0 HEX 5DADA4 R93 / G173 / B164 Light green PMS 382U C43 / M0 / Y100 / K0 HEX 8CC63F R140 / G198 / B63 Our phrases We love talking in a friendly, welcoming, confident, and sometimes playful, voice. Our phrases aren t used to convey information so much as to capture the spirit of our brand and engage the audience. Our phrases have been crafted by a copywriter, so please don t change them or make up any new phrases yourself. They are always set in friendly lower-case FS Pimlico Bold, which gives them most impact. They are displayed in our three brand colours or in white when used on photography. Our typeface We selected FS Pimlico, a typeface that is vibrant and versatile, with a friendly and warm feel. Please use Calibri, our supporting typeface, for instances when FS Pimlico isn t available Calibri is widely available in programs like Powerpoint, Microsoft Word and s. Italic versions can be used for both fonts. every step counts walk this way best foot forward lead the way one step ahead talk the talk FS Pimlico Bold FS Pimlico Regular Calibri Bold Calibri Regular Walking for Health Mini brand guidelines 6
7 Our icons and photography Supporting elements Our icons and graphic devices and photography are our supporting elements. Our icons and graphic devices Our suite of specially illustrated icons are used to bring life and colour to our materials, and have been styled to complement our logo. Please only use icons from the suite provided; do not draw any icons yourself. The graphic devices are the lines and boxes, used when visual breaks are needed. Please use these graphic devices rather than any standard ones available with your design software. Our photography Our leaders and our walkers are what make us unique, so our editorial photography needs to show people walking, talking and enjoying each other s company. We have a library of images that you can use in your local materials which can be viewed at or you can use your own scheme photography. Walking for Health Mini brand guidelines 7
8 Contact us If you have any questions about the Walking for Health brand, tone of voice, logo usage, access to the photography library, or to see the full guidelines, please get in touch Walking for Health Mini brand guidelines 8
Ramblers Walking for Health
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Brand development. (if Ponoka were a person, how would you describe him/her?)
brand book 2012 Brand development POSITIONING If you think all small towns are alike, then it s time to stop and experience Ponoka. This thriving community is proud to be the benchmark for living local