SPORT 2016 RELIEF Campaign Style Guide 2.0 Sainsbury s
CONTENTS 01 - Introduction Sport Relief 2016 is coming 03 02 - Campaign rationale 04 03 - Sample visuals 05 04 - Campaign colours Event gradient colours The brushes and colour overlay treatment Event solid colours 05 - Typography Headline fonts Secondary fonts The headline lock-ups 06 07 09 10 11 12 06 - Logos Campaign logos 13 Logo size, position and usage 15 Sainsbury s Sport Relief Games logo lock-ups 16 Sainsbury s Sport Relief Games logo lock-up application guide 20 Partner logos 21 Date logos 22 Schools logos 23 07 - Working with retailers outside of our official retail partners General guidelines 24 08 - Legal Legal requirements 32 Donation & charity line usage 33 Sport Relief 2016 Style Guide 2
01 INTRODUCTION Sport Relief 2016 is coming Welcome to the Sport Relief 2016 campaign Style Guide. The following pages set out how key elements of the campaign look and feel should be used, in both print and digital media. For more information or for any general queries about the look and feel of the Sport Relief 2016 campaign, please contact your account manager. Sport Relief 2016 Style Guide 3
02 CAMPAIGN RATIONALE For 2016, there are more ways than ever for our supporters to get involved in Sport Relief. The Sainsbury s Sport Relief Games are set to build on the success of Sport Relief 2014 and to offer more events around the UK, so that more people can get out there and push themselves to raise even more money for us. There will be events for everyone, from running or walking in the 1, 3 or 6 mile events to the 50 mile cycle or 5k swim, for those who want to challenge themselves to do a bit more. For everyone else, there ll be plenty of ways to fundraise; in schools, workplaces and sports clubs all with a sports spin. So, in this campaign, we really want to celebrate the efforts of our supporters, those people who set themselves a sporty goal and who, in some cases, really do push themselves to achieve it. We re saying to them that they should feel good about themselves both for the fact that they will have achieved something for themselves but also that, in doing so, they ve raised some money to help change lives. Collectively, those who participate at the Sainsbury s Sport Relief Games, or those who fundraise in any other way, should feel proud that their efforts are helping to make a real difference. So, our campaign is wrapped in the thought: And specifically, to encourage those who sign up to the Sainsbury s Sport Relief Games, we say: Sport Relief 2016 Style Guide 4
03 SAMPLE VISUALS These examples show how we bring the idea to life by using photography to truly capture the sense of pride and achievement in the faces of people who participate in the campaign. Please note that all visuals are for mock up purposes only. Find your nearest Sainsbury s Sport Relief Games event at sportrelief.com/walkrun Find your nearest Sainsbury s Sport Relief Games event at sportrelief.com/swim Find your nearest Sainsbury s Sport Relief Games event at sportrelief.com/cycle Sport Relief 2016 Style Guide 5
04 CAMPAIGN COLOURS Event gradient colours Each event at the Sainsbury s Sport Relief Games is identified by a colour. Where possible, and when using the colours over photography, the colours should be used with a gradient effect. Details of how to achieve this can be supplied on request. Please note that all visuals are for mock up purposes only. The run gradient colours The swim gradient colours The cycle gradient colours Sport Relief 2016 Style Guide 6
THE BRUSHES AND COLOUR OVERLAY TREATMENT The colour treatment is applied to photography relating to each discipline in the Sainsbury s Sport Relief Games. In most cases, we use a brush effect across the lower half of the image but, where a piece of collateral is copy-led, we can use a complete colour overlay see overleaf. If you are creating new imagery for your own collateral within the Sport Relief campaign, a set of Photoshop files can be supplied, on request. These examples show how the effects can be achieved, using a RUN image for illustration purposes. NB. Please ensure Sainsbury s branding (runner numbers, swim hats, etc.) is clearly visible above the brush effect. How to create the brush colour effect using the supplied.psd files. This layer can be switched off if the white mask is not required. Make sure this layer is switched off. * See note below. Load your photo in this group. * The colour gradient is adjustable, so that the variance in colour can be modified to suit the tonal range in your photo image, if needs be. Ideally, it won t be necessary to adjust this but we have left this layer unlocked in case you need to. NB. If you need to modify the brush layer itself, please load the brush we have supplied SR16 Brush Stroke.abr in the folder along with the.psd. Sport Relief 2016 Style Guide 7
THE BRUSHES AND COLOUR OVERLAY TREATMENT NB. Please be aware that the complete colour overlay should only be used where the design is copy heavy see below. WALK RUN SWIM CYCLE YOURSELF PROUD How to create the colour overlay effect using the supplied.psd files. This layer can be switched off if the white mask is not required. * See note below. Make sure this layer is switched off. Load your photo in this layer * The colour gradient is adjustable, so that the variance in colour can be modified to suit the tonal range in your photo image, if needs be. Ideally, it won t be necessary to adjust this but we have left this layer unlocked in case you need to. Sport Relief 2016 Style Guide 8
CAMPAIGN COLOURS Event solid colours When a solid colour is required in place of the gradient treatment, please use the references below. Spot CMYK RGB HEX PMS 7625 0/82/72/0 240/84/74 # f0544a PMS 306 68/0/11/0 0/194/223 # 00c2df PMS 367 40/0/81/0 163/213/95 # a3d55f Sport Relief 2016 Style Guide 9
05 TYPOGRAPHY Headline font Our Sport Relief 2016 display font is Knockout. Across the campaign, we use different weights. HEADLINE FONT / KNOCKOUT 47 BANTAM WEIGHT ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890.,!? HEADLINE FONT / KNOCKOUT 48 FEATHER WEIGHT ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890.,!? HEADLINE FONT / KNOCKOUT 49 LITE WEIGHT ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890.,!? Sport Relief 2016 Style Guide 10
TYPOGRAPHY Secondary font Our Sport Relief 2016 sub-headline and body copy typeface is Sofia Pro. Sub-headline font / Sofia Pro Semi Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,!? Sub-headline font / Sofia Pro Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,!? Body copy font / Sofia Pro Extra Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,!? Sport Relief 2016 Style Guide 11
TYPOGRAPHY The headline lock-ups The below are suggestions for how the Knockout font may be used in various messaging lock-ups. Note how different weights are used to create a visually balanced graphic piece. Knockout 49 Liteweight Knockout 48 Featherweight Knockout 48 Featherweight WALK RUN SWIM CYCLE YOURSELF PROUD Knockout 49 Liteweight WALK RUN SWIM CYCLE DO Knockout 47 Bantamweight YOURSELF PROUD Knockout 49 Liteweight Knockout 48 Featherweight YOURSELF DOPROUD Knockout 49 Liteweight Sport Relief 2016 Style Guide 12
06 LOGOS Campaign logos Preferred logos these examples show how the Sport Relief logo appears on a white or light coloured background. Sport Relief logo Sport Relief logo with year Sport Relief logo with year and dates Preferred logos these examples show how the Sport Relief logo appears on a tonal or photographic background. Sport Relief logo Sport Relief logo with year Sport Relief logo with year and dates SR16 Generic Logo AW.ai SR16 Logo 2016.ai SR16 Logo2016 DateAW.ai Sport Relief 2016 Style Guide 13
LOGOS Campaign logos Alternate logos. Please note that these versions of the logo feature a white keyline and are to be used only on red coloured or busy backgrounds. For ease, these versions are identified by a K in the file name. Sport Relief logo Sport Relief logo with year Sport Relief logo with year and dates SR16 Generic Logo AW K.ai SR16 Logo 2016 K.ai SR16 Logo2016 DateAW K.ai Please note that, in all cases, the 2016 version of the logo should be used on all materials appearing before December 31st 2015, with the non 2016 version being used therafter. Sport Relief 2016 Style Guide 14
LOGOS Logo size, position and usage The preferred minimum size for the Sport Relief logo on an A4 page is 20mm. 20mm The minimum size is 20mm Position and exclusion zone: The logo should be placed with equal exclusion zone at the side and base. Sport Relief 2016 Style Guide 15
LOGOS Sainsbury s Sport Relief Games logo lock-ups Please note that the Sainsbury s Sport Relief Games logo lock-ups must be used on any collateral which references a Sainsbury s Sport Relief Games event. The preferred versions of this lock-up follow Sainsbury s logo guidelines and will ideally bleed off the top, bottom or right-hand side of the layout. These examples show how the logo lock-ups appear on a white or lightcoloured background. No Date Top Logo 18-20 March 2016 Top Logo & Strap 18-20 March Top Logo & Strap No Date Right Logo 18-20 March 2016 Right Logo & Strap 18-20 March Right Logo & Strap No Date Bottom Logo 18-20 March 2016 Bottom Logo & Strap 18-20 March Bottom Logo & Strap Sport Relief 2016 Style Guide 16
LOGOS Sainsbury s Sport Relief Games logo lock-ups These examples show how the logo lock-ups appear on a tonal or photographic background. No Date Top Logo 18-20 March 2016 Top Logo & Strap 18-20 March Top Logo & Strap No Date Right Logo 18-20 March 2016 Right Logo & Strap 18-20 March Right Logo & Strap No Date Bottom Logo 18-20 March 2016 Bottom Logo & Strap 18-20 March Bottom Logo & Strap Sport Relief 2016 Style Guide 17
LOGOS Sainsbury s Sport Relief Games logo lock-ups Where the logo lock-up cannot bleed, the below lozenge examples may be used but the bleed versions should be considered the preference. These examples show how the lozenge logo lock-ups appear on a white or light coloured background. No Date Portrait Lozenge Logo 18-20 March 2016 Portrait Lozenge Logo & Strap 18-20 March Portrait Lozenge Logo & Strap No Date Landscape Lozenge Logo 18-20 March 2016 Landscape Lozenge Logo & Strap 18-20 March Landscape Lozenge Logo & Strap Sport Relief 2016 Style Guide 18
LOGOS Sainsbury s Sport Relief Games logo lock-ups These examples show how the lozenge logo lock-ups appear on a tonal or photographic background. No Date Portrait Lozenge Logo 18-20 March 2016 Portrait Lozenge Logo & Strap 18-20 March Portrait Lozenge Logo & Strap No Date Landscape Lozenge Logo 18-20 March 2016 Landscape Lozenge Logo & Strap 18-20 March Landscape Lozenge Logo & Strap Sport Relief 2016 Style Guide 19
LOGOS Sainsbury s Sport Relief Games logo lock-up application guide Page edge Landscape application guide. Page edge Page edge Portrait application guides. Position and exclusion zone: The logo should be placed with the space of the cap S in Sainsbury s as the exclusion zone from the edge of the page and allowing 3mm bleed. Sport Relief 2016 Style Guide 20
LOGOS Partner logos SR16 Logo2016 Official Partner AW.ai SR16 Logo Official Partner AW.ai SR16 Logo2016 Supporting Partner AW.ai SR16 Logo Supporting Partner AW.ai SR16 Logo2016 Technology Partner AW.ai SR16 Logo Technology Partner AW.ai Sport Relief 2016 Style Guide 21
LOGOS Date logos Preferred logos these examples show how the Sport Relief logo appears on a white or light coloured background. Preferred logos these examples show how the Sport Relief logo appears on a tonal or photographic background. SR16 Logo2016 Date AW.ai SR16 Logo Date AW.ai Alternate logos. Please note that these versions of the logo feature a white keyline and are to be used only on red coloured or busy backgrounds. SR16 Logo2016 Date AW K.ai SR16 Logo Date AW K.ai Sport Relief 2016 Style Guide 22
LOGOS Schools logos Preferred logos these examples show how the Sport Relief schools logo appears on a white or light coloured background. Preferred logos these examples show how the Sport Relief schools logo appears on a tonal or photographic background. SR16 Logo School 2016 Date AW.ai SR16 Logo School Date AW.ai Alternate logos. Please note that these versions of the schools logo feature a white keyline and are to be used only on red coloured or busy backgrounds. SR16 Logo School 2016 Date AW K.ai SR16 Logo School Date AW K.ai Sport Relief 2016 Style Guide 23
07 General Guidelines These guidelines are to illustrate how the Sport Relief logo can be used in retailers outside of our Official retailers (Sainsbury s, TK Maxx, Ryman & Robert Dyas). No competing retailer can be perceived to have a direct link to Sport Relief and our brand cannot be used to drive business to a specific retailer or encourage footfall into store. A key thing to remember when designing creative is who is the voice, who is talking? Is it the brand or the retailer? What is the CTA and who is benefiting from using the Sport Relief brand? Brand/partner owned materials For example: Advertising (TV, in-store, press ads, digital), POS, online banners, OOH materials (instore carparks etc) The Sport relief logo can feature on the Official/Supporting partner s promotional pack. It can also feature off pack if not on a retailer template (see below) but it cannot be linked to a non official partner retailer s brand. The CTA can only be linked to the brand/partner and not a specific retailer. If creating an online banner, the same rules as above apply and the banner can only click through to the partner/brand s website or Sport Relief microsite, it cannot click through to the competing retailer s website. Retailer owned template/materials For example: Advertising (TV, in-store, press ads, digital), POS, online for example: Advertising (TV, in-store, press ads, digital), POS, online banners, OOH materials (instore carparks etc) The Sport Relief logo can only feature on the Official/Supporting partner s promotional pack and nowhere else. It cannot feature off pack or even in an approved lock up. And no Sport Relief wording/copy can be used outside of pack. Competitions WORKING WITH RETAILERS OUTSIDE OF OUR OFFICIAL RETAILERS These always need to be approved by Comic Relief legal team and comply with the Gambling Commission guidelines Key thing to remember: Who is the promotor? The brand/partner Sport Relief logo on pack and/or approved lock up Prize can be linked to the brand but not the retailer e.g. it cannot be Tesco vouchers No retailer branding The Retailer Sport Relief logo on pack only Prize cannot be linked to the retailer e.g. it cannot be Tesco vouchers Sport Relief 2016 Style Guide 24
02 EXAMPLES: CORPORATE PARTNER DO S AND DON TS Persil/Waitrose ad in Daily Mail Do This Persil laundry liquid is now 4.80 with a mywaitrose card Includes Persil small & mighty bio, non-bio and colour laundry liquid 1.4 litre Join now at waitrose.com/mywaitrose Was 10 Now 6 Or 4.80 with a mywaitrose card Selected stores and lines. Subject to availability. Minimum online spend applies. Offer ends 17 March 2015. Prices may vary in Channel Islands, little Waitrose and concessions. mywaitrose offer valid in UK mainland and Channel Island Waitrose branches and at waitrose.com. mywaitrose offer excludes motorway service stations, Welcome Break and petrol stations. Persil small & mighty liquid bio 40 wash laundry liquid 1.4 litre, was 10, 7.14/litre, now 6, 4.28/litre or 4.80, 3.43/litre with a mywaitrose card. Persil small & mighty liquid non-bio 40 wash laundry liquid 1.4 litre, was 10, 7.14/litre, now 6, 4.28/litre or 4.80, 3.43/litre with a mywaitrose card. Persil small & mighty liquid colour 40 wash laundry liquid 1.4 litre, was 10, 7.14/litre, now 6, 4.28/litre or 4.80, 3.43/litre with a mywaitrose card. See waitrose.com/mywaitrose for full details. RND logo only on pack and no Waitrose branding linked to RND Don t Available at 6 Offer is valid in-store and online from 11th March 17th March 2015. Offer is subject to availability and applies to Persil small & mighty laundry liquid 40 washes biological, non-biological and colour only. While stocks last. Waitrose Logo cannot be integrated into lock up and feature within the RND environment Sport Relief 2016 Style Guide 25
Maltesers ad in Waitrose Magazine Do For delicious recipes and fun baking inspiration, visit www.maltesers.co.uk For every special Maltesers Comic Relief pack sold 5p will be donated to Comic Relief. Comic Relief, registered charity 326568 (England/Wales); SC039730 (Scotland). Maltesers is a registered trademark. Mars 2015. As this is Maltesers talking within its own advert, the logo can appear on and/or off pack Don t Waitrose Logo cannot be integrated into lock up and feature within the RND environment Sport Relief 2016 Style Guide 26
Tesco/Babybel Online Banner Do As this is Babybel talking, and uses Babybel template RND logo can appear on and off pack. No Tesco branding and clicks through to Babybel website Don t This is a TESCO template (ie the only 1 bubble & click through to the Tesco website) and therefore the RND logo cannot be used outside of pack Sport Relief 2016 Style Guide 27
PG tips Digital OOH in a Tesco carpark Do Don t RND logo on pack & in approved lock up & no Tesco branding Tesco logo cannot be linked to RND & used within RND environment Sport Relief 2016 Style Guide 28
POS & Competition using Tesco template Do Tesco branding on separate background to RND related artwork Don t Tesco Logo cannot be integrated into lock up Prize not linked to Tesco (i.e. not Tesco shopping vouchers) Sport Relief 2016 Style Guide 29
Maltesers owned POS All these examples are correct as the partner / brand own the materials and no competing retailer s logo features: Sport Relief 2016 Style Guide 30
Comic Relief, registered charity 326568 (England/Wales); SC039730 (Scotland) Comic Relief, registered charity 326568 (England/Wales); SC039730 (Scotland) Tesco POS template for Weetabix Do Don t 2 2 2 2 each each each each Weetabix Strawberry Special Edition 24s Weetabix Crispy Minis Chocolate Chip 600g Weetabix Strawberry Special Edition 24s Weetabix Crispy Minis Chocolate Chip 600g Weetabix Strawberry Special Edition 24s Weetabix Crispy Minis Chocolate Chip 600g Logo and donation line appear on pack only Red Nose Day logo and donation line appears off pack Sport Relief 2016 Style Guide 31
08 LEGAL Legal requirements When fundraising on behalf of a charity you must comply with the relevant charity law requirements. For more information about them please visit: http://www.institute-of-fundraising.org.uk/code-offundraising-practice/guidance/charities-workingwith-business-guidance/. For convenience, we set out below a summary of the main compliance requirements. If you have questions about any of the information we have provided you should of course feel free to contact us. Donation line Where a product or service carries a donation you must clearly state how much the donation is. The standard donation line is with at least Xp going to Sport Relief. Wherever the donation wording appears, the charity line must also appear. The Charity line Please include our charity line on all fundraising materials and products produced for Sport Relief 2016 and wherever the Sport Relief logo is used. Our standard charity line is Sport Relief is an initiative of Comic Relief registered charity 326568 (England/Wales); SC039730 (Scotland). Sport Relief 2016 Style Guide 32
LEGAL Donation & charity line usage The Sport Relief logo should only be used in connection with fundraising activities. Please do not use the logo within a sentence, or as a replacement for the actual words Sport Relief. Please see the visual examples of use of the logo in connection with fundraising activities. Further information on the applicable legal requirements can be found in the Legal section on the previous page. The charity line can be placed vertically on the side of printed materials. However if the printed material is not able to be turned to be read normally, a 48 sheet poster for example, the line must be placed horizontally at the bottom of the piece. 2p from every pack goes straight to Sport Relief. Sport Relief is an initiative of Comic Relief, registered charity 326568 (England & Wales) and SC039730 (Scotland). Correct use of donation line plus usage of charity line. BUY ME... DONATE 3 P TO... Incorrect use. Sport Relief 2016 Style Guide 33