Brand guidelines - Rainbows · PDF fileguidelines September 2009. Contents Page 4. Logo 5....

Brand guidelines

September 2009

Contents

Page

4. Logo

5. Logo usage

6. Colour palette

8. How Rainbows talks

12. Typefaces

14. Stationery

18. Photography – Hero

22. Photography – Everyday

24. Photography – Snapshot

26. The gradient box

28. Layouts

3

4 5

Primarily used full colour Rainbows arc logo. Printed CMYK.

Logo for single colour applications. C89 M100 Y0 K0 or 267C.

Whiteout logo for solid colour backgrounds.

Logo

Minimum spacex x

xx

x

Minimum size (with strap)

30mm

Minimum size (without strap)

Used as a secondary logo

20mm

Logo usage

How to apply the Rainbows logo:

Always ensure the logotype is clearly visible and that the background does not obscure it. The colour version of the logotype can appear on white or over clear spaces on imagery.

The whiteout option can appear on solid colour and the single colour option on a white background only.

A clear space equal to the height of the ‘r’ should be used to border the logo and ensure clarity.

The logo should not be distorted, stretched or altered at any time, nor the strapline appear independently of the logo.

supporting

Colour palette

6 7

The above set of gradients are available to use for pull-out copy. The colours are taken from the palette on the left.

The gradients should always appear bright and vibrant, they need to feel warm, fresh and modern. On ads, posters and on spreads, larger copy sizes can

be white, whereas when smaller copy is used it is preferable to use a darker colour for legibility (on lighter gradient options, see newsletter for exampes).

Colour palette Gradients

CMYK: 25/00/100/00

RGB: 212/214/00

Pantone: 809C

CMYK: 50/00/100/00

RGB: 151/190/13

Pantone: 376C

CMYK: 00/16/100/00

RGB: 255/211/00

Pantone: 116C

CMYK: 00/50/100/00

RGB: 242/148/00

Pantone: 1375C

CMYK: 100/20/100/10

RGB: 00/19/50

Pantone: 348C

CMYK: 100/00/00/00

RGB: 00/158/224

Pantone: Process cyan

CMYK: 25/100/00/00

RGB: 189/00/123

Pantone: 233C

CMYK: 00/100/00/00

RGB: 226/00/122

Pantone: Process magenta

CMYK: 100/50/10/00

RGB: 00/68/138

Pantone: 3015C

CMYK: 25/100/100/00

RGB: 189/18/32

Pantone: 1797C

CMYK: 89/100/00/00

RGB: 00/68/138

Pantone: 267C

The CMYK version of the colour should usually be used where possible

125º

8 9

How Rainbows talks

Creating the right tone of voice for Rainbows means capturing the heart of what the hospice is really about – people. That’s why the language we use should be warm, genuine and inclusive.

Quotes from real people and straightforward yet emotive words and phrases bring a ‘real’ feel to language. And a positive upbeat approach will convey the magic and personality of the children, young people, families and carers that use and work at the hospice.

The voice of real people

People are at the heart of Rainbows and their voices should come across loud and clear to help make messages honest, moving and inspiring. From kids and their brothers and sisters to parents and medical professionals – their thoughts and feelings give the brand real warmth and heart.

Carers are particularly important to this element of tone of voice. Their work is so much more than a job, and their care, commitment and insight will help people understand what Rainbows stands for.

"The kids here really are my reason for getting out of bed in the morning. When they're smiling and playing, it makes all the tough stuff worthwhile."Amanda, Rainbows carer

"1t's a place where 1 can be me – 1'm Harry, not a person in a wheelchair."Harry, 10

"1 can stop up late with my mates playing on Nintendo. 1 don't need to explain anything at Rainbows – they understand me."Brandon, 14

"1 don't know how we'd cope without Mohammed's breaks at Rainbows."Khalid, 8-year-old Mohammed’s father

10 11

How Rainbows talks

Striking a chord with different audiences Examples:

Talking fundraising

Positive active language is a great way to motivate and inspire people. Verbs like love, laugh, play, enjoy, experience and feel help put across Rainbows’ energy and sparkle. And including the reader with phrases such as ‘just like you’ and ‘you could be a part of it all’ encourage people to connect with Rainbows and its work.

At the same time, it’s important to be honest and avoid obvious clichés. So use ‘caring for a child until the end’ rather than ‘end of life care’ for example.

Talking corporate

Striking a balance between emotion and the benefits of supporting Rainbows is really important when talking to a business audience. The audience needs to understand the magic that’s at the heart of Rainbows right away and feel inspired to support the hospice through sponsorship, events and involving their people.

Looking at messages from a ‘how would a business benefit?’ angle is essential. And the fact that sponsoring, donating and fundraising are made simple and straightforward is another all-important point.

From the children we care for to the families we support, and the carers who give Rainbows their all every day – people are what we’re about. It’s their care, commitment and love for life that make Rainbows such a vibrant place to be.

Just like everyone else, our children need a place to play, laugh and love life. A place where they and their families are cared for and supported. Welcome to Rainbows – the East Midlands’ hospice for children and young people.

People are at the heart of Rainbows

Some children don’t live long enough.

We’re here for them and the people who love them most.

13

Helvetica Neue 45 Light

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890&£

Helvetica Neue 55 Roman


Helvetica Neue 65 Medium


Typefaces

Helvetica Neue complements the type in the logo. Its simplicity means that it is easy to read and will continue to look fresh and modern. We use this in grey (60%) rather than black for a gentler look to type.

Body copy should only use 55 Roman or 45 Light with 65 Medium used for pulling out detail if needed. Headings should be large using 55 Roman first, or 65 Medium, but bold appears too heavy and should be avoided.

Pulled out quotes should always use Cheryl Hand which is only available in bold.

Simple, friendly, timeless, versatile, positive

Helvetica Neue

Headline and copy typeface The voices: Cheryl Hand

"This typeface adds emo

tion and

personality. 1t's used for

the voice

of patients, siblings, pare

nts, carers

and professionals. 1t rein

forces the

message that people are

the driving

force behind Rainbows."

12

Cheryl Hand

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890&

14 15

A4 comp slip, two-sided

StationeryA4 letterhead, two-sided

Cope Children’s Trust Registered in England and Wales Registration Number: 2743297 Registered Charity Number: 1014051 Registered Office: Lark Rise, Loughborough, Leicestershire LE11 2HS

Stationery donated by Jupiter and St. Ives Group

tel. 01509 638000 fax. 01509 [email protected] Rise, Loughborough, Leicestershire LE11 2HS

tel. 01509 638000 fax. 01509 [email protected] Rise, Loughborough, Leicestershire LE11 2HS

Cope Children’s Trust Registered in England and Wales Registration Number: 2743297 Registered Charity Number: 1014051 Registered Office: Lark Rise, Loughborough, Leicestershire LE11 2HS

Stationery donated by Jupiter and St. Ives Group

16 17

Stationery88x55mm business cards set

Thank you card

Scott LeaMarketing and Communications Manager

T. 01509 638062 M. 07712 345678E. [email protected]. www.rainbows.co.ukA. Lark Rise, Loughborough

Leicestershire LE11 2HS

"The kids here really are my

reason for getting out of bed in

the morning. When they're smiling

and playing, it makes all the

tough stuff worthwhile."

"These kids mean the world

to me and 1'm on a mission

to raise as much money for

Rainbows as 1 can."

"1 want to tell everyone about

the amazing work we do here

at Rainbows and why we

need your support."

"The kids here really are my

reason for getting out of bed

in the morning. When they're

smiling and playing, it makes all

the tough stuff worthwhile."

Scott LeaFundraiser



Scott LeaMarketing and Communications Manager



Scott LeaFundraiser



Because of people like you,

we’ve been helping children

like Harry and their families

for the past 15 years.

"1t's a place where 1 can

be me – 1'm Harry, not a person in a wheelchair." Harry, 10

Thank you for helping Harry

18 19

Photography

Photography:

3 tiers of imagery will make it easier and more economical to produce communications

Consider the keywords below when shooting and use the photographic examples in order to achieve this style.

Images can be posed but natural

BrightPositiveLightEmotiveClosenessRealEveryday

1. Hero imagery

Children are the focus

Create a clear area with light for logo or copy.

Used on covers, ads and brand comms. Images are heart-warming with lots of emotion

Use close ups and crops to project warmth

Movement and natural expressions feel real and positive

20 21

Photography

1. Hero imagery full set

22 23

Used inside leaflets and on the website, these capture the essence of everyday life at Rainbows, positive and natural.

2. Everyday imagery

Photography

VibrantNoisyPlayful

ActiveFunPeaceful

PrivateRelaxedIntimite

24 25

Used as supporting filler shots these are point and shoot style. Families and fundraisers capturing moments, used on Facebook etc.

Photography

3. Snapshot imagery

26 27

The gradient box

Our fabulous new image is designed to support the exciting changes taking place at Rainbows.

To help us with our new brand and logo, some kind local companies have donated their services to us free of charge, including printed materials, graphic design, signage, photography, PR and web design.

Lorna Milligan, Creative Director of Jupiter Design in Nottingham says: “It’s important to us that we give back to our community and the causes we believe in. Our team loves using their skill and experience within the not-for-profit sector. That’s why we’re delighted to help Rainbows with their new brand.”

Sib Turner, of Lighthouse Signs in Loughborough adds: “Everyone at Lighthouse really wanted to support a local charity, and Rainbows was a clear favourite.”

Rainbows is also really grateful to St Ives Group for their continuing support in donating all of our printing. Obviously with the rebranding there has been a lot of printing to do so this has meant an enormous saving to the hospice.

recognise how far we have come, to say thank you to the people who have got us here and to take Rainbows into the future.

Rainbows grows up Our Building for The Future project will be the start of a new era at Rainbows, when we’ll be caring for more young people after they reach the age of 18. To reflect these changes (and also meet with the Care Quality Commission’s instructions) we need to change our name from Rainbows Children’s Hospice to Rainbows Hospice for Children and Young People.

This is also a great opportunity for us to introduce a distinctive and modern image, making Rainbows instantly recognisable. By 2010 the hospice will be double in size and we want to tell more people about the good work we do.

04 It’s our birthday 0908

Looking back, looking forward

A great new look for Rainbows

"1 was proud to

be involved in the

appeal in 1994 to

build Rainbows and

1 am proud to help

Rainbows build for

the future now."

Gary Lineker, Patron

Lots of people have put in lots of time and effort to create our wonderful new look – a big thank you to all involved.

It’s amazing when you think about it. Fifteen years, caring for hundreds of children, being there for their families, offering a shoulder to cry on and creating happy days of memories and fun. That’s 15 years of fundraising to provide a service which so many people need. Fifteen years which wouldn’t have been possible without supporters like you.

Our supporters will make the Building for the Future project a major milestone in Rainbows’ history. When it’s finished, it will mark a time when Rainbows grows up. We won’t be Rainbows Children’s Hospice any more; we’ll become Rainbows Hospice for Children and Young People, as we’ll be able to carry on caring for young people after they reach 18. Words cannot express how excited everyone is about the change.

The early yearsOur founders, Gail and Harry Moore, knew exactly what was needed when they began fundraising to build a children’s hospice for the East Midlands, as they had a very poorly daughter, Laura. They wanted to create a service that many parents in the same position would benefit from. How did this new hospice get its name? Well, Laura’s favourite thing in the whole wide world was... a rainbow!

So, in an empty field in Loughborough, Rainbows was born. Since HRH Prince Charles arrived to cut the ribbon so much has happened and so many lives have been touched. Now is the time to

The big launch

We’ll be holding a special birthday celebration on 22nd September, when we’ll also launch our new logo and new look for Rainbows.

Online with RainbowsRainbows is preparing to launch a new-look website, helping us save money on postage and reach more people by communicating online. Our friends at Nzime in Nottingham and De Montfort University in Leicester are helping us; we’ve already noticed big increases in online responses and donations.

Please visit www.rainbows.co.uk after 22nd September to look at our new website and register your email address online so we can keep you informed about everything that’s going on.

“1t’s a place where 1 can be me - 1’m Harry, not a person in a wheelchair.” Harry, 10


Because of people like you, we’ve been helping children like Harry and their families for the past 15 years.

Thank you

In 1994 Rainbows opened its door for the first time. Now it’s time to celebrate 15 years of care and to look to the future.

rain

bows.co.uk

Organisers of the Rempstone Steam and Country Show visited the hospice, along with a vintage tractor car and bike, to hand over £1,500 raised from last year’s show. We’d like to thank the organisers for their continued support.

Rempstone Steam and Country Show

Thanks to...

I care forrainbows.co.uk

Please display our Rainbows car sticker to show you care.

Sadly, some children and young people won’t be around to celebrate life’s major milestones. Join us for a tandem skydive and support our amazing work with them and their families. Exhilarating and rewarding – you’ll be helping us to make a big difference.

Jump for joyTake to the skies and raise money for Rainbows, the hospice for children and young people in the East Midlands.

Langar Airfield 18th July 2009

Join in at www.rainbows.co.uk

The gradient box can be used as a tool for holding information or quotes and highlighting copy over images. Copy should always appear white out. Box should not sit over faces but should appear transparent, use multiply layer effect.

Can hold pull-out information and supporting imagery.

Can also be used to house quotes over imagery

Used to hold key message and call to action.

Gradient used should similar to the ones shown on page 7.

supporting

2

sample imageNobody lives forever, but sadly some children don’t live long enough.Rainbows is the East Midlands’ hospice for children and young people. Support us and you’ll be helping, children, young people and their families in your community.

www.rainbows.co.uk

Often fills the space under the logo containing key message and call to action.

Autumn/Winter 2009

A bigger,

brighter

RainbowsBuilding for the Future

enters its final stages

rain

bows.co.uk

birthday!It’s our 15th

Looking back over some

happy, sad and special times

Meet the people behind Rainbows

All our amazing fundraising news

Also in this issue:

29

Our fabulous new image is designed to support the exciting changes taking place at Rainbows.

To help us with our new brand and logo, some kind local companies have donated their services to us free of charge, including printed materials, graphic design, signage, photography, PR and web design.

Lorna Milligan, Creative Director of Jupiter Design in Nottingham says: “It’s important to us that we give back to our community and the causes we believe in. Our team loves using their skill and experience within the not-for-profit sector. That’s why we’re delighted to help Rainbows with their new brand.”

Sib Turner, of Lighthouse Signs in Loughborough adds: “Everyone at Lighthouse really wanted to support a local charity, and Rainbows was a clear favourite.”

Rainbows is also really grateful to St Ives Group for their continuing support in donating all of our printing. Obviously with the rebranding there has been a lot of printing to do so this has meant an enormous saving to the hospice.

recognise how far we have come, to say thank you to the people who have got us here and to take Rainbows into the future.

Rainbows grows up Our Building for The Future project will be the start of a new era at Rainbows, when we’ll be caring for more young people after they reach the age of 18. To reflect these changes (and also meet with the Care Quality Commission’s instructions) we need to change our name from Rainbows Children’s Hospice to Rainbows Hospice for Children and Young People.

This is also a great opportunity for us to introduce a distinctive and modern image, making Rainbows instantly recognisable. By 2010 the hospice will be double in size and we want to tell more people about the good work we do.

04 It’s our birthday 0908

Looking back, looking forward

A great new look for Rainbows

"1 was proud to

be involved in the

appeal in 1994 to

build Rainbows and

1 am proud to help

Rainbows build for

the future now."

Gary Lineker, Patron

Lots of people have put in lots of time and effort to create our wonderful new look – a big thank you to all involved.

It’s amazing when you think about it. Fifteen years, caring for hundreds of children, being there for their families, offering a shoulder to cry on and creating happy days of memories and fun. That’s 15 years of fundraising to provide a service which so many people need. Fifteen years which wouldn’t have been possible without supporters like you.

Our supporters will make the Building for the Future project a major milestone in Rainbows’ history. When it’s finished, it will mark a time when Rainbows grows up. We won’t be Rainbows Children’s Hospice any more; we’ll become Rainbows Hospice for Children and Young People, as we’ll be able to carry on caring for young people after they reach 18. Words cannot express how excited everyone is about the change.

The early yearsOur founders, Gail and Harry Moore, knew exactly what was needed when they began fundraising to build a children’s hospice for the East Midlands, as they had a very poorly daughter, Laura. They wanted to create a service that many parents in the same position would benefit from. How did this new hospice get its name? Well, Laura’s favourite thing in the whole wide world was... a rainbow!

So, in an empty field in Loughborough, Rainbows was born. Since HRH Prince Charles arrived to cut the ribbon so much has happened and so many lives have been touched. Now is the time to

The big launch

We’ll be holding a special birthday celebration on 22nd September, when we’ll also launch our new logo and new look for Rainbows.

Online with RainbowsRainbows is preparing to launch a new-look website, helping us save money on postage and reach more people by communicating online. Our friends at Nzime in Nottingham and De Montfort University in Leicester are helping us; we’ve already noticed big increases in online responses and donations.

Please visit www.rainbows.co.uk after 22nd September to look at our new website and register your email address online so we can keep you informed about everything that’s going on.

“1t’s a place where 1 can be me - 1’m Harry, not a person in a wheelchair.” Harry, 10


Because of people like you, we’ve been helping children like Harry and their families for the past 15 years.

Thank you

In 1994 Rainbows opened its door for the first time. Now it’s time to celebrate 15 years of care and to look to the future.

rain

bows.co.uk

Organisers of the Rempstone Steam and Country Show visited the hospice, along with a vintage tractor car and bike, to hand over £1,500 raised from last year’s show. We’d like to thank the organisers for their continued support.

Rempstone Steam and Country Show

Thanks to...

I care forrainbows.co.uk

Please display our Rainbows car sticker to show you care.

28

Layouts

Cover and spread template for newsletter

Cover: Consists of big, full-bleed hero image, logo appears in the top right, approximately 40% width of page with clear space around it. Gradient box contains title and intro copy. The cover should feel bright and positive.

Sample spread: Standfirsts should be big and bright and body copy in 60% grey. Gradients can be used for pull-out boxes for info bites or quotes. Spreads use a three column grid, using big bold colours on a white background.

Sample spread from newsletter. See separate newsletter guidelines for more info.

30 31

Leaflet heading

Edunt nim verit, consedadis aer magna ad dolorem quam er acilla feugait veliquat.

Leaflet heading

Edunt nim verit, consedadis aer magna ad dolorem quam er acilla feugait veliquat.

www.rainbows.co.uk

"1 don't know

how we'd cope

without Lucy's

breaks at Rainbows."John, 8-year-old Lucy’s father

Example leaflets Example posters

Layouts

And as the East Midlands hospice for children and young people, we need support too.

Help us be there. Visit www.rainbows.co.uk


Help us be there. Visit www.rainbows.co.uk





32 33

Example event/sponsor poster Example banner stands

www.rainbows.co.uk

Just like everyone else, our children need a place to play, laugh and love life. A place where they and their families are cared for and supported. Welcome to Rainbows – the East Midlands’ hospice for children and young people.

People are at the heart of Rainbows

www.rainbows.co.uk




Layouts

Sadly, some children and young people won’t be around to celebrate life’s major milestones. Join us for a tandem skydive and support our amazing work with them and their families. Exhilarating and rewarding – you’ll be helping us to make a big difference.

Jump for joyTake to the skies and raise money for Rainbows, the hospice for children and young people in the East Midlands.

Langar Airfield 18th July 2009

Join in at www.rainbows.co.uk

supporting

sample image

Brand guidelines - Rainbows · PDF fileguidelines September 2009. Contents Page 4. Logo 5....

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