GUIDELINES. Identity guidelines Updated January 2018

GUIDELINES Updated January 2018

1 St John Ambulance CONTENTS INTRODUCTION 1 The toolkit 2 Talking about ourselves 2 Our vision and values 3 Our logo 4 Partnership lock-up 5 Our typeface 6 Our colours 8 Our chevrons 9 Our call to action 10 Other subject matter/services 11 Our tone of voice 12 Examples 13 Campaign identities 13 Design 15 Text examples 16 Lock-up with St John logo 17 Positioning the St John logo 18 The call to action and supporting text 20 Our photography 20 Reportage 22 Objects 23 Studio 24 Commissioning 25 Examples 27 Our illustrations 28 Our icons 29 Using the toolkit 30 Logo lock-ups and grids 31 Headline typography 32 Layout typography 33 Using the chevrons 35 Examples 36 Contact details Logo p3 Call to action p9 Become a volunteer. Campaign headlines p12 SAVE A LIFE SEPTEMBER Tone of voice p11 Colour p6 PMS 7482 PMS Black CMYK C: 90 M: 0 Y: 93 K: 0 CMYK C: 0 M: 0 Y: 0 K: 100 RGB R: 0 G: 159 B: 77 RGB R: 0 G: 0 B: 0 Chevrons p8 Photography p20 p23 p22 PMS 341 PMS Cool Gray 7 CMYK C: 95 M: 5 Y: 82 K: 24 CMYK C: 0 M: 0 Y: 0 K: 40 RGB R: 0 G: 122 B: 83 RGB R: 151 G: 153 B: 155 Actual examples p35 1. Language What sort of words should you choose? Typeface p5 Whitney Black ABCDEFGH IJKLMNOP QRSTUVW XYZ12345 67890!? THE BIG Whether it s on paper or pixels, online or on the page, it s never been more important to have a strong brand that people instantly recognise. Our brand isn t just a logo or a colour scheme it s our face to the world, which should unite those who work for us, and inspire those who support us. With that in mind, we ve created a fresh, clean and modern look for St John Ambulance, and a new tone of voice that ensures we sound as confident and engaging as we look. All the elements of our brand combine to communicate who we are, which is why we need to use them consistently, and put them together in the right way. This guide is designed to help you do that. SAVE A LIFE SEPTEMBER 20 25 September 2016 Save time Certain elements of the toolkit have already been created for you, when you see this icon you ll know that you can contact us to request a file.

2 St John Ambulance TALKING ABOUT OURSELVES OUR VISION AND VALUES Depending on the material, it can be useful to have a brief summary of who we are and what we do. This is our boilerplate : St John Ambulance is the nation s leading first aid charity. Every year, over 400,000 people learn how to save a life through our training programmes, including thousands of young people. Our volunteers provide first aid in their communities, keeping people safe at events, and working alongside the NHS in response to 999 calls. We re also always campaigning to raise awareness of first aid and directly educate the public. First aid is such a simple skill, but it has an incredible impact. We want everyone to learn it, so that they can be the difference between a life lost and a life saved. Our vision Everyone who needs it should receive first aid from those around them. No one should suffer for the lack of trained first aiders. Our values: Humanity treating others how we like to be treated Excellence pride in doing an excellent job Accountability delivering what we promise Responsiveness continuously improving Teamwork working together effectively.

3 St John Ambulance OUR LOGO The St John Ambulance logo is the most important and memorable part of our visual identity. We can enhance that power and distinctiveness by making sure we use our logo consistently, and in the right place on the page, with enough space around it to give maximum impact. PRIMARY (PREFERRED) LOGO Black 3D positive logo, showing the ideal exclusion zone SECONDARY LOGO (RESTRICTED USE) Black 2D positive logo, showing the ideal exclusion zone Our primary (preferred) logo is the Black 3D (positive) version, where the writing appears in black. This should be placed top left of a document. x x exclusion zone x x exclusion zone The White 3D (negative) version should only be used where the background colour is black or too dark for the positive version to appear clearly. We also have secondary 2D versions of the positive and negative logos, which should only be used where it is not possible to print the 3D positive and 3D negative logos (for example, on fabrics or low-quality print). Make sure you always keep the correct exclusion zone around the logo and always make sure the logo is legible so that it stands out. The logo should not be reproduced in any colour other than black or white. Here s a guide to how large the logo should be on different paper sizes: x White 3D negative logo, showing the ideal exclusion zone x exclusion zone x x White 2D negative logo, showing the ideal exclusion zone x exclusion zone x A3 A4 A5 DL 80mm 55mm 40mm 40mm x x

4 St John Ambulance OUR LOGO PARTNERSHIP LOCK-UP The St John Ambulance logo may be used in partnership with other logos. Both logos should balance in equal visual weight, as indicated here use the exclusion zone as a guide. Horizontal logo spacing exclusion zone Partner logo exclusion zone Vertical logo spacing exclusion zone exclusion zone Partner logo Multiple logo spacing exclusion zone exclusion zone exclusion zone Partner logo Partner logo

5 St John Ambulance OUR TYPEFACE We ve chosen a typeface that will be instantly recognisable as St John Ambulance. It s confident and contemporary, energetic and easy to read. The name of the font is Whitney, and we use it in different ways depending on whether it s for a headline or body copy. Example Headline typography THE NATION S LEADING FIRST AID CHARITY Headline text We ve made headlines into a central element of our visual identity, using them to create impact and a forceful first impression. That s why we use only capital letters for headlines, not lower case. This version of the Whitney font is called Whitney Black, but as you can see, we can also use it in bright colours, making the most of our colour palette. Whitney Black ABCDEFGH IJKLMNOP QRSTUVW XYZ12345 67890!? On page 31 you ll find examples of how we can use different colours and formats for our headlines. Body copy The two versions of Whitney we use for body copy are Whitney Book and Whitney Semibold. If you don t have either of these on your system, you can use Arial regular and bold instead. Whitney Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@ $%^&*()? Whitney Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@ $%^&*()?

6 St John Ambulance OUR COLOURS Everyone recognises the St John Ambulance green all our volunteers wear it and it s at the heart of our colour palette. Depending on what sort of materials we re producing, we can brighten the mood with yellow, or tone it down with neutral grey. PMS 7482 CMYK C: 90 M: 0 Y: 93 K: 0 RGB R: 0 G: 159 B: 77 PMS 341 CMYK C: 95 M: 5 Y: 82 K: 24 RGB R: 0 G: 122 B: 83 PMS 396 CMYK C: 10 M: 0 Y: 95 K: 0 RGB R: 225 G: 224 B: 0 Here are the Pantone references for all six colours. Example The inspiration behind our colour palette PMS Black CMYK C: 0 M: 0 Y: 0 K: 100 RGB R: 0 G: 0 B: 0 PMS Cool Gray 7 CMYK C: 0 M: 0 Y: 0 K: 40 RGB R: 151 G: 153 B: 155 PMS White CMYK C: 0 M: 0 Y: 0 K: 0 RGB R: 255 G: 255 B: 255

7 St John Ambulance OUR COLOURS & TEXT Avoid colour combinations that don t give enough contrast of colour between the font colour and the background colour. Here are combinations that can and can t be used. These combinations can be used YES YES YES These combinations should not be used NO NO Consult the digital team for guidelines around use of colour digitally. YES YES YES NO NO YES YES YES NO NO YES YES YES YES YES YES

8 St John Ambulance OUR CHEVRONS The 4 chevron blocks Another element of our identity toolkit is our unique chevron design, inspired by the green and yellow stripes on our ambulances. We ve turned this into a bold and striking graphic motif, to make our materials stand out and catch the eye. Do not create new chevron blocks We ve created a series of different patterns to get you started, you ll find examples of these on pages 33 and 34. Example One of the colourful chevron patterns you can use. See pages 33 and 34 for more examples 1. 2. 3. 4. Do not flip the chevrons so that the pattern runs the opposite way

9 St John Ambulance OUR CALL TO ACTION Typeface: Whitney Book We need to present our call to action in a logical and consistent way, so that people are clear what each communication is about and what we want them to think or do as a result. To help us do this we have created this graphic device which must appear on everything we produce. It can appear large or small, on items like signage or badges, as a headline, or as a sign off see the next page for a good example. Three of these messages are fixed and one is flexible, depending on the nature of the material. The typeface for the call to action should always be Whitney Book and in sentence case. First level: the call to action This text varies according to what you re producing. But it should always be a call to action, expressed in no more than four words. The highlight block varies also. See below for examples. Second level: why it s important This text is fixed. The box should be the same block colour or white-out as the call to action. Third level: our brand proposition This text is fixed, and must be in bold. The box should be the same block colour or white-out. Find out more. Help save lives. Be the difference. Example An example of signage for our National Headquarters Fourth level: our web address This text is fixed, and must be in bold. The box should not be in the block colour or white-out. Learn first aid. Help save lives. Be the difference. Text examples/colour variations Always keep the highlight box colour the same, don t mix up the brand colours. Learn first aid. Raise money. Become a trainer. Become a volunteer. Download the app. Run a marathon.

10 St John Ambulance OTHER SUBJECT MATTER/ SERVICES For informing communication, always write in the simplest way what the subject matter or service is. Subject matter Always use the same layout, and the same combination of logo, typeface, chevron and colour for the title. Never use this lock-up for campaign identities. HEALTH & WELLBEING Typeface: Whitney Black VOLUNTEERING RAISING MONEY Example First aid poster Colour: PMS 7482 Text size: Same cap height as Ambulance Services WHAT TO DO WHEN SOMEONE IS BLEEDING SEVERELY 1. Press it Apply direct pressure over the wound with your hand using a clean dressing, and wear gloves if available. If you don t have a dressing, ask the person to apply pressure themselves. AMBULANCE SERVICES SUPPLIES Where possible, maintain direct pressure on the wound to control bleeding. 2. Raise it Help them lie down. If possible, raise and support the injured limb above the level of the heart to reduce blood loss. Raise their legs to ease shock. 3. Call for help Call 999 or 112 and monitor the casualty while waiting for help to arrive. WORKPLACE TRAINING SERVICES Learn first aid.

11 St John Ambulance OUR TONE OF VOICE How you sound is just as important as how you look, in this section we have some pointers and examples on the correct tone of voice for St John Ambulance. 1. Language What sort of words should you choose? Use inspiring and engaging language Inspiring means writing in a way that is upbeat, positive and warm Engaging means using language that is accessible to the reader, and is clear and straightforward to understand. More hints and tips on language Make your language punchier by opting for a practical vocabulary which contains a lot of short, down-to-earth words ( do, get, make, build, rather than develop, maximise, obtain, construct, etc) Use the active not the passive, for example we will do not it will be done Eliminate jargon from materials designed for individuals, and avoid over-worn business-speak if you can ( solutions, platforms and the rest). Likewise avoid acronyms if possible You can use more technical vocabulary (as distinct from jargon) for specialised audiences and documents, but only use it if it really adds clarity. And make sure that a piece written in specialised language doesn t leak out into more general material just because it s on a similar subject. It s all about horses for courses. 2. Structure What should your sentences and paragraphs look like? Write concisely and conversationally Concise means keeping what you write short and snappy wherever possible. Less is more Conversational means writing as you would speak, with the natural rhythm of conversation. More hints and tips on structure Make sure each idea is clearly related to the next. If possible, deal with only one idea or concept in each sentence Read back what you ve written: would you say that to someone if you were explaining the same point? 3. Personality What sort of person is St John Ambulance? St John Ambulance should sound like an expert with real human warmth We show our expertise by explaining first aid in a straightforward, relevant and practical way, and giving people the confidence that they can be the difference between a life lost and a life saved We are passionate about what we do, and write with emotion and warmth, especially when we re talking to individuals ( heart first, head second). Our copy for companies and organisations is more professional in tone, but is underpinned by the same St John Ambulance personality. More hints and tips on personality Make the company sound more personal use we and you, rather than referring to yourselves always in the third person Use real examples to bring what you do to life for the reader.

12 St John Ambulance OUR TONE OF VOICE EXAMPLES HEAD HEART HEART Consider what the function of the text is and where it is to be used. There are two main types of communication: HEAD This type of writing is clear, concise and factual. Examples: First aid advice, training brochures, PowerPoint presentations, information booklets. HEART This type of writing involves and influences the audience. It tells more of a story and has a more emotional tone. Examples: Advertising, campaigns volunteer and fundraising leaflets, posters. Here are some examples. Instead of St John Ambulance teaches people first aid about 400,000 last year alone so that they can be the difference between a life lost and a life saved. you could say First aid can be the difference between a life lost and a life saved. It s easy to learn and every year over 400,000 people learn how to do it thanks to us, including thousands of young people. Instead of Thousands of the people we trained went on to offer their skills and time to be the difference right in the heart of their community, as St John Ambulance volunteers to provide first aid at public events, to be Community First Responders who attend emergency calls and provide care until the ambulance arrives, to provide patient transport, or as back up to local ambulance services during local major emergencies. you could say Our volunteers provide first aid in their communities, keeping people safe at events, and working with the NHS when lives are on the line. They all share the same commitment: to offer vital help, on the spot, when it s most desperately needed. Instead of Our introduction to volunteering provides information about what our volunteers do and will help you decide if you want to join our team. You can also find out what areas have open general recruitment. Renowned for providing trained first aiders at events, there are plenty of other roles you may be interested in. you could say Imagine how it would feel to be part of a team that saves lives. If you volunteer with us we ll train you to be a life saver in your community, whether you re on the ground at events or working in other important roles. We re always looking for more volunteers so, if you re interested, take a look at our volunteering guide. The second sounds more natural more like something someone would say. It makes more of a direct appeal to the reader, rather than simply stating the facts. The second is easier to understand it gets to the point quickly, and makes an emotional appeal. One reason the first is more difficult to read is because it s one long sentence with many different messages, some of which are quite technical. It s head not heart. The second version involves the reader emotionally, before giving them the recruiting message (ie, heart first, then head ). The first one sounds written rather than spoken, especially the way the second sentence begins with Renowned for providing

13 St John Ambulance CAMPAIGN IDENTITIES DESIGN While each of our campaigns may have a different idea behind it, the campaign identities are created in a visually distinctive way. There are various ways to create a campaign identity, to allow for flexibility. Use only one of the 3 style options per campaign, and don t mix the styles. The following pages demonstrate how to do this through: Text Text size Colours (refer to page 7) Examples Lock-up with the St John Ambulance logo Positioning the St John Ambulance logo Positioning the call to action Examples Everyday Heroes Example 1 Text all the same size Note the text size in proportion to the text block. Text blocks Are equal height Text size In this instance, the text block height is divided into 6 equal units and the text height occupies 4 of these units. Aligned left example Centred example THE BIG LESSON LIVE 1 2 3 4 5 6 Aligned right example THE BIG LESSON LIVE THE BIG LESSON LIVE

14 St John Ambulance CAMPAIGN IDENTITIES DESIGN Example 2 Varied text sizes Centred example Example 3 Block The most important word in the title should be the largest size text in the lock-up. Note the text size in proportion to the text block. Text blocks The text blocks should be proportional heights to each other, as shown here. Double or triple the height of the smallest text block. Text size In this instance, the text block heights are divided into 6, 8 and 10 equal units and the text height occupies all but 2 of these units. Range left example Range right example Use only one or two words per line. Note the text size in proportion to the text block. Text blocks Are justified in width. Text size In this instance, the largest text block is divided into 10 equal units and this is used as spacing for all other texts blocks. THE BIG LESSON LIVE

15 St John Ambulance CAMPAIGN IDENTITIES TEXT EXAMPLES Aim to create variety in the different campaign identities each should feel unique. SAVE A LIFE SEPTEMBER BIG LESSON THE BIG LESSON LIVE LESSON SAVE A LIFE SEPTEMBER

16 St John Ambulance CAMPAIGN IDENTITIES LOCK-UP WITH THE ST JOHN AMBULANCE LOGO Examples of campaign identities with the logo locked-up THE When creating a campaign identity you have the option to lock-up the St John Ambulance logo. Align the logo with the text blocks to make a neater design. The logo can be placed in a variety of positions, including on its side. When doing so, only rotate the logo counter-clockwise so that it reads upwards. Use the logo block with the minimum exclusion area. (See page 3) x x exclusion zone SAVE A LIFE SEPTEMBER SAVE A LIFE SEPTEMBER THE THE BIG LESSON THE BIG LESSON x SAVE A LIFE SEPTEMBER THE THE BIG LESSON

17 St John Ambulance CAMPAIGN IDENTITIES POSITIONING THE ST JOHN AMBULANCE LOGO Examples of logo positioning, with various campaign headlines. The St John Ambulance Logo may also be positioned seperately from the campaign identity text. Position it in any of the corners. SAVE A LIFE SEPTEMBER THE BIG LESSON BIG LESSON LIVE When placing the logo in the corners of the area format, use the half square version of the logo. SAVE A LIFE SEPTEMBER SAVE A LIFE SEPTEMBER THE BIG LESSON

18 St John Ambulance CAMPAIGN IDENTITIES THE CALL TO ACTION AND SUPPORTING TEXT The call to action (page 9) should sit in any of the bottom corners of the area format. It should feel balanced in size with the St John Ambulance logo. THE Supporting text (hashtags, dates, headlines) should fit in style with the campaign identity (ie. justified width, range left or right) and sit underneath as a neat block. BIG LESSON SAVE A LIFE SEPTEMBER Friday 17 June #BigFirstAidLesson Learn first aid. FRIDAY 17 JUNE #BIGFIRSTAIDLESSON THE Learn first aid. Learn first aid. Friday 17 June #BigFirstAidLesson

19 St John Ambulance CAMPAIGN IDENTITIES USAGE Campaign identities can be placed over patterns, photography, or cut out images. They can be scaled to a small size to support an image, or they can be scaled to a large size to be the most important thing on the page. At a small size please consider legibility. BIG LESSON LIVE #BIGFIRSTAIDLESSON SAVE A LIFE SEPTEMBER 20 25 September 2016 THE BIG LESSON Learn first aid. Learn first aid. FRIDAY 17 JUNE #BIGFIRSTAIDLESSON Learn first aid. Campaign identities can be placed over cut-out images, photography or chevron patterns A small size campaign identity used to support photography A large size campaign identity with the chevron pattern

20 St John Ambulance OUR PHOTOGRAPHY REPORTAGE We have four styles of photography which we can use according to the context. The first of these is reportage. These images always show people in action either our own employees and volunteers or members of the public. They could be administering first aid, running a marathon to raise money, or teaching others how to save lives. Make sure that the photos you choose look real, and not posed. They should show people fully engaged in what they are doing. These pictures are always used in colour. The images should have a clear focal point (at the top right where possible) that draw your eye across the page. A shallow depth of field can be used to help achieve this, with the main subject/person in sharp focus and the background in soft focus. Reportage images have the flexibility to be used across all our communications materials. Example

21 St John Ambulance OUR PHOTOGRAPHY PORTRAIT Our second style of photography; Portrait, focuses on people. Each image should capture their personality and they should be positioned against a simple background, preferably in our brand colours. The images can be a range of long to extreme close ups, but the closer images work best. Backgrounds can either be simple, to create texture and interest in the image, or can help place the subjects in a scenario relevant to them (i.e. an ambulance). Example

22 St John Ambulance OUR PHOTOGRAPHY OBJECTS Using object photography can add interest or energy to our materials. The objects should be predominantly green, on a white background, and have some clear relevance to the copy around them (the below is a great example). Use them sparingly - less is more. Example Wall graphics LEADING THE NATION S FIRST AID CHARITY

23 St John Ambulance OUR PHOTOGRAPHY STUDIO Some of our communications need another style of portrait photography - studio photography. These images should always look like real people, and appear on a white background. These images should have a warm colour balance. To achieve this look, a simple treatment in Adobe Photoshop would be: Saturate +15 Cyan curve +10% Add Auto Contrast. Example Campaign poster for RISE RISE REALISE YOUR POTENTIAL RISE TO THE CHALLENGE If you re aged 14 24 & not in full-time employment or education, RISE could help you learn how to save lives and expand your skillset at the same time. Learn first aid.

24 St John Ambulance OUR PHOTOGRAPHY COMMISSIONING General All photographs should be taken at the highest resolution, ideally A3 in size and at 300dpi Use the best camera available, a professional SLR if possible Keep the subject in sharp focus but use a shallow depth of field when shooting people or action All photographs are reproduced in colour Any uniforms featured must adhere to our standards of dress policy. (Available on CONNECT) Reportage Capture the moment, photograph people in action Images should feel natural and not look posed Keep compositions simple Focus on an individual or group but still show their context i.e the classroom, or event We don t want busy images with lots going on. The image should draw your eye to the subject People should not look directly to camera Avoid photographing people from behind The subject should always be in sharp focus but the background can be blurred and make use of a shallow depth of field. Portrait The subject should be looking straight to camera Their expressions should be confident, happy, professional, approachable, natural They should be photographed against a simple colourful background in one of our brand colours where possible Make sure the lighting is even and bright, no heavy dark shadows Long to extreme close up shots can be used, but close ups are preferable. Studio People should be looking straight to camera Their expressions should be confident, happy, professional, approachable, natural, fun They should be casual but smartly dressed Colourful items of clothing can help lift the images Lighting should be even and bright, no heavy dark shadows Backgrounds should be kept pure white No branding from other companies should be shown on the clothing. Objects The images should show side profile or birds-eye-view Objects should be chosen that have green elements to them Lighting should be even, no heavy dark shadows Backgrounds should be kept pure white.

25 St John Ambulance OUR PHOTOGRAPHY USING TYPE When using photography and type together always use our St John Ambulance typeface, it s called Whitney and we use Whitney Black for headlines and Whitney Semibold and Whitney Book for body copy (See page 5). Visual layout examples These examples show how reportage images can be used with the chevrons to create white space around the image, allowing space for accessible text while showing off the main action in the photograph. There are a variety of ways that we can use type on an image but the following points should always be considered when designing: Legibility: Can you read the text clearly? Always make sure text is clear and easy to read (See page 7 for advice on accessible colour combinations). Layout: Make sure the subject or action in the photograph can be clearly seen. Work out your information hierarchy: Be clear on what is most important, the image or the text? Adjust your layout accordingly. Where to position your type? The positioning of type is flexible. Choose which is the most appropriate to use with your image. Try to group elements together in a single neat block. Our logo Always make sure our logo is legible and the correct version is used (See page 3).

26 St John Ambulance OUR PHOTOGRAPHY USING TYPE Examples of how our photography can be used across print materials, social content and our web pages. ROYAL PARKS HALF MARATHON RUN FOR US - WE VE GOT YOUR BACK! As the nation s leading first aid charity we re there for you and all the other runners putting your bodies through its paces on race day, using your sponsorship to help us teach and deliver first aid where it s needed most. Together we can be the difference between a life lost and a life saved. Sign up today: 0207 324 4168 events@sja.org.uk Raise money. sja.org.uk/royalparks 2016 St John Ambulance Charity No. 1077265/1 CS16/194

27 St John Ambulance OUR ILLUSTRATIONS We use illustrations to help us teach people about first aid techniques. Illustrations like these allow us to convey information in a clean and clear way. We use our colour palette, and our distinctive arrow to emphasise particular points. The illustrations always appear with first aid advice text. Illustration examples Illustration and text Sit them down Make the person as comfortable as possible, keeping their knees bent. For full advice, download our free app search for St John Ambulance in your app store. Example First aid poster WHAT TO DO WHEN SOMEONE IS BLEEDING SEVERELY 1. Press it Apply direct pressure over the wound with your hand using a clean dressing, and wear gloves if available. If you don t have a dressing, ask the person to apply pressure themselves. Where possible, maintain direct pressure on the wound to control bleeding. 2. Raise it Help them lie down. If possible, raise and support the injured limb above the level of the heart to reduce blood loss. Raise their legs to ease shock. 3. Call for help Call 999 or 112 and monitor the casualty while waiting for help to arrive. Learn first aid.

28 St John Ambulance OUR ICONS These icons have been specially developed for use on a small scale such as our mobile phone app. They can also be used as navigational aids, signposting the reader or user through a document or website. The icons echo our logo style, and are always used in the black roundel on a white background. Example The icons on the St John Ambulance app Emergencies Asthma Bleeding Bones & muscles Burns Chest pains Choking Drowning

29 St John Ambulance USING THE TOOLKIT

30 St John Ambulance Type size guide A4 A5/DL Heading style Whitney Semibold Sub heading style Whitney Book 22pt/24pt 16pt/18pt USING THE TOOLKIT LOGO LOCK-UPS AND GRIDS The logo and subject matter or services title, should be placed in the top left hand corner of the page or poster, on a white background. It should have its own exclusion area (see below) but you can have more white space than that if you wish to add a heading. The heading for that specific communication can then be placed on the grid as shown. Examples of cover grids with cells A size (3 square grid) A size (3 square grid) with title Heading style Sub heading style 00.00.00 DL (2 square grid) with title VOLUNTEERING Heading style Sub heading style 00.00.00 A size 4 square grid RAISING MONEY To create a grid, take the sortest edge and divide it in to full squares. 1 2 3 1 2 3 1 2 1 2 3 4 Logo spacing half square Logo spacing and lock-up with subject matter/services A size (3 square grid) with title AMBULANCE SERVICES 1 5x4 A size 4 square grid Heading style Sub heading style 00.00.00 2 Heading style Sub heading style 00.00.00 3

31 St John Ambulance USING THE TOOLKIT HEADLINE TYPOGRAPHY There are lots of different options single colour and multi-coloured, boxes and quotes. Just make sure you use the right typeface, and always in capital letters and the text is clearly legible. Example Graphic for our National Headquarters Multi-coloured key messages EVERY YEAR 500,000 YOUNG PEOPLE LEARN LIFE SAVING SKILLS THANKS TO OUR WORK EVERYONE SHOULD HAVE THE OPPORTUNITY TO LEARN FIRST AID Single colour quote I DO SOMETIMES THINK TO MYSELF THAT IF I HADN T SAVED MY DAD S LIFE JUNE'S DAUGHTER WAS HOLDING HER HAND AND I WAS STRUCK HOW I'D BE FEELING IF IT WAS SOMEONE I LOVED, WHICH SPURRED ME ON ESTELLE FIELD LIFE SAVER Big type ranged left David Jones Bedford HE WOULDN T BE OUT ENJOYING HIMSELF. THAT S A LOVELY FEELING FOR ME Julie Keliris Life saver

32 St John Ambulance USING THE TOOLKIT LAYOUT TYPOGRAPHY Here are examples of recommended type sizes for brochures and body copy in print. These sizes are just a guide to help you maintain a clear typographical hierachy. Always use black, grey or green for body copy. Examples DISPLAY 72pt Whitney Black ALL CAPS DISPLAY 60pt Whitney Black ALL CAPS DISPLAY 48pt Whitney Black ALL CAPS DISPLAY 36pt Whitney Black ALL CAPS Wherever possible use our St John Ambulance arrow, in green, for bullet points. HEADLINE LEVEL 1 HEADLINE LEVEL 1 21pt/22pt Whitney Black ALL CAPS Introduction copy dolor amet, consectetur elit fusce a ante mollis imperdiet nulla a sagittis lorem pellentesque nisi mauris pharetra nec congue. 15pt/17pt Whitney Book Upper/lower case Body copy title level 1 11pt/13pt Whitney Semibold Upper/lower case 11pt/13pt Whitney Semibold Upper/lower case Body copy title level 2 Body copy text dolor sit amet, consectetur elit Fusce a ante mollis, imperdiet nulla a, sagittis lorem pellentesque nisi mauris, pharetra nec congue id, sodales non nunc. Mauris varius bibendum ipsum ut consequat. lacus augue, mattis ac dui sed, rhoncus hendrerit justo. Nulla tellus orci, tincidunt nec ante eget, fermentum rutrum enim. Maecenas dictum ac nisl nec facilisis. Etiam id purus neque vehicula ut diam consectetur accumsan. Bullet points quis interdum ultrices, enim elit sodales nunc, at lacinia dui est sed urna. Aliquam tempus pretium sollicit tincidunt dui sed vehicul. Sed eget aliquet arcu, ut tempus mi Sed dui elit, congue non ipsum eget, bibendum fermentum. Donec venenatis et urna eu dapibus. 11pt/13pt Whitney Book Upper/lower case

33 St John Ambulance USING THE TOOLKIT USING THE CHEVRONS The chevron pattern can be a subtle border, or a striking design feature. Just make sure you allow the right amount of white space around the headline, as shown here. A size (portrait) A size (landscape) DL Heading style Sub heading style 00.00.00 Example Some examples of the various chevron patterns available in the toolkit are on the following page. Heading style Sub heading style 00.00.00 Heading style Sub heading style 00.00.00 5x4 (landscape) Heading style Sub heading style 00.00.00

34 St John Ambulance USING THE TOOLKIT USING THE CHEVRONS Examples of the various chevron patterns available in the toolkit.

35 St John Ambulance USING THE TOOLKIT EXAMPLES Head Heart AWARENESS Who we are and what we do VOLUNTEER Volunteer as a first aider in your community WHAT TO DO WHEN SOMEONE IS BLEEDING SEVERELY 1. 2. PRESS IT Apply direct pressure over the wound with your hand using a clean dressing, and wear gloves if available. If you don t have a dressing, ask the person to apply pressure themselves. Where possible, maintain direct pressure on the wound to control bleeding. RAISE IT Help them lie down. If possible, raise and support the injured limb above the level of the heart to reduce blood loss. Raise their legs to ease shock. 3. CALL FOR HELP THE NATION S LEADING FIRST AID CHARITY VOLUNTEERING AS A ER IN YOUR LOCAL COMMUNITY St John Ambulance are looking for volunteers to help us make a difference in local communities. Volunteers are trained by our professional medical teams. Their role includes everything from providing vital first aid cover at events, working behind the scenes, or providing an additional service in your local area. WHY VOLUNTEER? We re the nation s leading first aid charity. We ll train you with specialist skills that will enable you to help save lives, and teach others to help save lives too. Caption line here lorem ipsum dolar St John Ambulance is the nations s leading first aid charity. Every year 45,000 of our volunteers treat, transport and provide care for over 200,000 people in local communities nationwide. We are also one of the country s leading youth organisations, with half of our members aged 25 and under. TRANSPORT SERVICES With a large range of ambulances and specialist vehicles, we transport sick and vulnerable patients on both local and long distance journeys. VOLUNTEERS If you want to provide direct care to your local community and beyond, volunteering as a first aider with us is an ideal way to learn life saving skills and help those in need. You will receive comprehensive training to become a qualified first aider with the opportunity to continue to advance your skills. You will help provide first aid cover in a variety of different settings including concerts, community and sporting fixtures, as well as national events. COMMUNITY PROJECT VOLUNTEERS In addition to our first aid service, many of our areas provide or contribute to a care or support service, helping the community. As a volunteer with St John Ambulance you can become involved with such projects. These include: Young carer support programme Bathing services Caring for carers Help for the homeless Breakfast clubs for children Rural community support groups Sitting services Hospital library services SUPPORT VOLUNTEERS For every first aider there is a dedicated team of support volunteers ensuring that we can continue to provide our first aid, training, transport and care services. The range of voluntary roles available for all abilities is vast. These roles can be based in your local unit, or on a country-wide level. You can also choose to volunteer solely in a support role, or in addition to being a first aider. 01 St John Ambulance Volunteering as a first aider in your community St John Ambulance Volunteering as a first aider in your community 02 IT S PROBABLY THE GREATEST ACHIEVEMENT OF MY LIFE Simon Underwood Life Saver Call 999 or 112 and monitor the casualty while waiting for help to arrive. Learn first aid. ANNUAL REPORT & ACCOUNTS 2014 SAVE A LIFE SEPTEMBER 20 25 September 2016 THE BIG LESSON JUNE'S DAUGHTER WAS HOLDING HER HAND AND I WAS STRUCK HOW I'D BE FEELING IF IT WAS SOMEONE I LOVED, WHICH SPURRED ME ON ESTELLE FIELD LIFE SAVER o Emergencies Asthma Bleeding Bones & muscles Burns REVIEW Review of national functions 17.06.14 Learn first aid. Learn first aid. Become a trainer. Chest pains Choking Drowning

36 St John Ambulance CONTACT DETAILS For more details on the St John Ambulance brand, or to request digital files and templates, please contact: Julia Horne, Brand and Marketing Manager Julia.Horne@sja.org.uk T 020 7324 4216