Macmillan Cancer Support – Brand Identity Guidelines .

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Macmillan Cancer Support – Brand identity guidelines – January 2012

Macmillan Cancer Support – Brand identity guidelines – January 20122ContentsA quick guide to our brandHow we look he backgroundTOur valuesOur design foundationA quick guide to our visual identityOur logoOur typographyOur coloursGraphic silhouettesGraphic panels and linesPhotographyInfographicsTechnical illustrationsAnimationWhen we partner with others 34How we talk567112227454855575864Please see the guidance onbe.Macmillan.org.uk

Macmillan Cancer Support – Brand identity guidelines – January 2012A quick guide to our brandThe backgroundWhat our brand is aboutThe idea that drives usMacmillan’s ambition is to reach andimprove the lives of everyone livingwith cancer – and inspire millions ofothers to do the same.Macmillan is a lifeforce for everyoneaffected by cancer. This is our ‘brandidea’ that underpins everything we do.It’s about a team of people comingtogether to be a source of energy,optimism, knowledge and support forpeople affected by cancer.Cancer is the toughest fight most of uswill ever face. But people don’t haveto go through it alone. The Macmillanteam is there every step of the way.We are the nurses and therapistshelping people through treatment.The experts on the end of the phone.The advisers talking about benefits.The volunteers giving a hand with theeveryday things. The campaignersimproving cancer care. The fundraiserswho make it all possible.Together, we areMacmillan Cancer Support.Lifeforce is not a strapline – we don’tuse it in our communications. It’ssomething we demonstrate in ourwords and actions.3

Macmillan Cancer Support – Brand identity guidelines – January 20124A quick guide to our brandOur valuesOur values are aspringboard for how weall act, as individuals andas an organisation. Theyare distinctively Macmillanand they shape ourculture.Using them in all we do will help us toachieve our ambition of reaching andimproving the lives of everyone livingwith cancer, and inspiring millions ofother to do the same.We are personalWe treat everyone we come intocontact with as an individual and withcare. We listen to their experiencesand needs and provide them with thepersonal support that’s right for them.That’s true whether they’re a personliving with cancer, someone who wantsto raise money or a potential volunteer.We demand betterWhatever we do, we always believethere’s room for improvement. So wedemand better – from ourselves andothers. We’re constantly looking at thebigger picture and for better ways ofdoing things so we can stay one stepahead and shape a better future foreveryone affected by cancer.We are practical expertsWe are recognised for our expertisein everything we do – from providingcancer care, to fundraising, tocampaigning. Our reputation is basedon constantly improving our skills andinvolving people affected by cancer– the real experts – in all areas of ourwork. We’re action-focused, so weuse our expertise to deliver tangibleimprovements to peoples’ lives.We are openWe understand that collaboration isthe only way we can help improve thelives of everyone affected by cancer.We are open-minded and inclusive.That is why we share our expertise andexperience with each other and thewider world. We’re not afraid of lettinggo and enabling others to build on ourwork.We inspire othersOur shared commitment to what we doinspires us to do our best. Our positiveenergy inspires people affected bycancer to cope with their experience.And our passion will inspire millions ofpeople to get involved, to change thelives of everyone living with cancer.

Macmillan Cancer Support – Brand identity guidelines – January 2012Our design foundationAll our communicationshave the same look andfeel to them – an overall‘style’. We have severalprinciples to describe thisstyle.BoldWe want to stand out from thecrowd. We want to make a statementand, most of all, an impact. That’sbecause we really believe in what wedo – improving the lives of peopleaffected by cancer. We want people tonotice us, use our services and inspiremillions to get involved.Hand-madeDespite their boldness, our designsalways have a human, hand-made feelto them. Macmillan is for everyone.EnergeticOur designs are lively and spirited,never static, rigid or institutional – theyshow that Macmillan has the drive andenergy to improve lives.ClearOur designs are always simple, easyto read and understand. We keepthe number of elements (colours,fonts etc) to a minimum. Nothing isdecorative, every element used is therefor a reason. This makes sure that ourimportant messages always stand out.5

Macmillan Cancer Support – Brand identity guidelines – January 20126A (very) quick guide to our visual identity114Colours Simple use of our three greens Secondary colour palette for navigation The overall impression should always be green2 Photographic with detail inside No midtones Simple as possible2a Detail, and interesting shapes, create standout 80/20 shadow and highlight split3232aMacmillan Headline Used for the single most important message(the headline) Not too many sizes (two font sizes) Not too large and shouty (too much and it getsin the way of our simplicity) Arranged appropriately to silhouette/panel layout65Graphic silhouettes54Futura BT Used in a simple and straightforward way forbody copy and any non ‘headline’ text.We only use the heavier weights.35Logo Used simply and with wit, when appropriate46Hand-drawn panels (and lines) Used with Macmillan Headline to highlightwords and phrases Used in place of a silhouette (never togetherwith a silhouette)

Macmillan Cancer Support – Brand identity guidelines – January 2012Our logo – an overviewIt’s so much morethan just our name inMacmillan Headline font,it’s a statement about whowe are and what we standfor. It’s everything we are;simple, straightforwardand honest.When you use our logo, you’reshowing that you’re a part of the team.The team includes everyone fromspecialists (eg nurses, doctors, benefitsadvisors), to anyone supporting peopleliving with cancer (eg fundraisers,volunteers, campaigners, corporatepartners). The team is not atMacmillan, or part of Macmillan,it is Macmillan.This is who we are.It is what makes us special.Download it from:be.macmillan.org.uk/logo7

Macmillan Cancer Support – Brand identity guidelines – January 20128Our logo – how to use itSize Try not to make it the same size asanything else written in MacmillanHeadline font (it will compete - souse it significantly larger or smaller) Don’t use our logo smaller than22mm or 70px across its widthWe are all Macmillan. We are the nurses helping youthrough treatment. The experts on the end of thephone. The advisers telling you which benefits you’reentitled to. The volunteers giving you a hand with theeveryday things. The campaigners fighting for bettercancer care. The fundraisers who make it all possible.Colour Use it in any of our greens Use it in white out of green Only use it in black if it’s onsomething black and whiteThe full stop.Please don’t delete this. It adds punch to ourbold statement. We are Macmillan (the team),we provide cancer support (every one of us).Positioning Use it on its side (rotated 90 ineither direction), but not upside down Designers rejoice! There is noclearspace Don’t overlap it with anything elseon the page Use it close to our silhouettes or even in our silhouettesOther Never ever cut anything off (‘we are’,‘cancer support’ or the full stop) Never recreate it out of MacmillanHeadline (download it frombe.macmillan.org.uk/logo) Available as JPEG/EPS/PSD (inEnglish and Welsh)Cancer support.It’s the simplest wayto describe what we do.Use it on its sideAt least 22mmor 70px across

Macmillan Cancer Support – Brand identity guidelines – January 2012Golden rule:number one(top ways to stay in our good books)Don’t mess about with our logoHonestly, it’s fine the way it is!9

Macmillan Cancer Support – Brand identity guidelines – January 201210Our logo – do’s and don’tsDo use our logo in any of ourthree greens, but where that’s not possible useit in white out as long as it’sclearly legible.Never ever ever ever takeaway any of the words (or fullstop) from our logo. It alwaysappears in full.Never redraw/rewrite our logo,you can download it frombe.macmillan.org.uk/logoDo use our logo on its side,but don’t peter kyle tomalfie toddelizabeth clarawalter mumyousef auntiejo danielDo use it discreetly if it’s clearthat this is about cancer (eg ifit’s got cancer in the title). Butnever smaller than 22mm or70px across its width.Do think about where to put it– here it’s inside the silhouetteand suggests the shape of thegirl’s leg, but could be outside‘supporting’ the silhouette.Don’t stick it in the corner, itneeds to have a relationshipwith the silhouette yes, much better!Don’t use the logo at thesame size as any MacmillanHeadline on the sameproduct (it gets lost) use it upside down.peter kyletom alfie toddelizabethclara waltermum yousefauntie jodaniel there should be a definitedifference in size andplacement so people can seeit’s from Macmillan.

Macmillan Cancer Support – Brand identity guidelines – January 201211Typography – an overviewOur typography is clear,easy to read and friendly.We break text down (intoheadings, bullets etc) asmuch as possible. It’s easyto access information.In print we use only two typefacesfor all communications. These areMacmillan Headline and Futura BT.Where this isn’t possible, we useArial, eg viewing on screen, in emails,presentations etc.1Macmillan Headline Always used for the single mostimportant message – the headline Always used sparingly – once ortwice only Can be used inside silhouettes,beside silhouettes or breaking outof silhouettes2 Futura2BT Used for all other copy: subheads pull quotes body copy T&Cs Use Extra black, Bold, Heavy,Medium, Book Only use italics for published works(books, films etc)Remember to keep it simple Use as few different font sizes aspossible (usually around three) Use as few colours as possible (oneis usually enough, sometimes you’llneed two, three is too much) Break up layouts with pull quotesand statistics Don’t use a lot of Headline (it losesits impact and isn’t readable atsmaller sizesDownload our house style guide:be.macmillan.org.uk/styleguideEssential reading on how to style text.1A guide to coping withwork when you have cancer

Macmillan Cancer Support – Brand identity guidelines – January 201212Typography – Macmillan Headline: how to use itCreated just for us, it’show Macmillan’s ‘voice’looks. It feels warmand approachable, butspeaks with sincerity andauthority. When thingsare written in MacmillanHeadline they feel likethey’re from Macmillan,so be aware of what’sbeing said.A great example of MacmillanHeadline in use is our logo. It’s astrong message, well laid out. Againkeep it simple, it shouldn’t be tooshouty.To request a copy of it:Email marketing@macmillan.org.ukWhat it’s used for1 Headlines. That’s why it’s called1believethe thingscancercan takeawayMacmillan Headline2 The most important statement inyour communication3 The title of a booklet4 Event names (eg the Great SouthRun 2012)Where to use it Use inside a silhouette Use next to a silhouette Use it breaking out of a silhouette Use on its own But no more than twice in somethingWhen not to use it Macmillan Headline can only beused in fully Macmillan brandedcommunications – it can’t be used onits own within a partner’s (branded)communication. Macmillan mustauthroise all use of HeadlineYou won’t2‘ It was thetoughestfightof ourlives’3Understandingchemotherapy4

Macmillan Cancer Support – Brand identity guidelines – January 201213Typography – Macmillan Headline: alternate charactersThere are actually threeversions of each characterin Macmillan Headline– this helps it feel morehandmade.The three versions use uppercase,lowercase, and small caps. To makethings easier we’ve made it automaticthrough OpenType. You can alsoaccess them using the Glyphs palletteif you want a bit more control.OpenType In the Character Palette menu (topright) select OpenType ContextualAlternativesGlyphs In the menu bar go toWindow Type & Tables Glyphs From the drop down menu select‘Alternates for Selection’ Double click on your chosen letterOutlining fontsWhen sending to print make sureto outline anything in MacmillanHeadline (it can be temperamental) In the menu bar go to Type eLowercaseSmall caps

Macmillan Cancer Support – Brand identity guidelines – January 201214Typography – Macmillan Headline: do’s and don’tsonitsmost importantof all, whateveryou do Don’tuse macmillanheadline reallysmall because itdoesn’t look verynice at all andgets unreadableOwnDo use it in silhouettes breaking over silhouettes mindyourppp’sandqqq’sDon’t usepunctuationunlessyou haveto!!!!!!!! on’t use punctuation unlessDyou have to – it’s a headline soshouldn’t need it. or next to silhouettes Do use quotes (and singlequotation marks). It makesthings feel more personaland real.Do use alternate characters– they enhance the ‘handdrawn’ feel. use it on its own or even in graphic panels.i amBadI am i amgood BadtooDo consider leading andkerning. They should be niceand tight not too tight or loose though.Most important of all, don’twrite too much in it. Eightwords is usually all it can take.And don’t use it small (24ptminimum).Don’t change the size of wordsmid-line (keep it simple andstick to one size per line oftext).

Macmillan Cancer Support – Brand identity guidelines – January 201215Typography – Macmillan Headline: do’s and don’tsHonestlyjustkeep itsimpleNever mess with theproportions – so nosquashing or stretching.Never use it in any othercolour – not even oursecondary colours.Use it left aligned. Well, leftishbut with an ever so slightlyragged left edge (our logo’s agood example of this).

Macmillan Cancer Support – Brand identity guidelines – January 2012Golden rule:number two(top ways to stay in our good books)Use alternate charactersThey’re such a key part of usingMacmillan Headline well, we’veeven given them their very ownpage.16

Macmillan Cancer Support – Brand identity guidelines – January 2012Golden rule:number three(top ways to stay in our good books)Don’t use too much Macmillan HeadlineToo much of a good thing can be bad,especially when it’s Macmillan Headline.The key’s in the name ‘Headline’, farbetter to be more impactful and use it less.17

Macmillan Cancer Support – Brand identity guidelines – January 201218Typography – Futura BT: how to use itWhile Macmillan Headlinesets the warm and friendlytone of our products,Futura BT is the ‘nononsense’ workhorse ofour typography. We useit for everything that’s nota headline. It feels honestand straightforward.Geometric and simple.Downloading Futura BT:Futura BT is a commercially availablefont. So you’ll need to purchase it froma type supplier eg type.co.uk – makesure to buy the Bitstream cut.What it’s used for All copy that’s not in Headline Keeping things chunky – use the‘extra black’, ‘bold’, ‘heavy’,‘medium’ and ‘book’ weights ofFutura BTWhich versions to use Extra black for infographics Bold is only used for numberseg phone numbers or statistics Heavy for subheadings Medium for short paragraphsand key information Book for longer text Italics is only used for titleseg Understanding radiotherapy We don’t use light When reversing out (eg white copyon green), you may need to goup a weightThe quick brownfox jumps over thelazy dog (but whathe doesn’t knowwon’t hurt him).

Macmillan Cancer Support – Brand identity guidelines – January 201219Typography – Futura BT: do’s and don’tsDON’TNeverWRITE IN underlineCAPITALS! wordsHere you canread me and here you can’tDON’T WRITE FUTURA INCAPITALS! (It looks like we’reshouting).it’sKeep your eyes peeled forodd spaces in Futura (afterapostrophes when they’re bigis a bad one).Never underline words(it makes them more difficultto read).Lorem ipsumdolor sit amet,consecteturadipiscingelit. Maurisscelerisqueest eu diambibendummattis. Nam atDo go up a weight and don’twrite lots if using white out ofgreen. Avoid body copy sizedfutura out of our light green.Minimum point size for bodycopy is 11pt on 13pt leading,ideally 12pt where possible.Lorem ipsumdolor sit amet,consecteturadipiscingelit. Maurisscelerisqueest eu diambibendummattis. Nam atAlways use it left aligned.aaDo use the Bitstream cut ofFutura – there are subtle butnoticeable differences.Lorem ipsumdolor sit amet,consecteturadipiscingelit. Maurisscelerisqueest eu diambibendummattis. Nam atDon’t write in black, it looksloads more Macmillan if it’sin green.

Macmillan Cancer Support – Brand identity guidelines – January 2012Golden rule:number four(top ways to stay in our good books)Use the right version of FuturaIf you’re not sure, ask. Really, wedo know the difference and willalways pick it up.20

Macmillan Cancer Support – Brand identity guidelines – January 201221Typography – event naming principlesChallenge typecleardescriptiveMacmillancycling challengeMacmillancycling challengeMacmillanhiking challengeMacmillanhiking challengeMacmillangolf challengeMacmillancycling challengeChallenge nameexcitingactiveengagingevocativeMacmillanhiking challengeMacmillanhiking challenge

Macmillan Cancer Support – Brand identity guidelines – January 2012Colours – an overviewIn the words of HenryFord ‘You can have anycolour, so long as it’sblack’ – well green really.When people think‘green’, we want themto think ‘Macmillan’ – orvice versa, it doesn’t reallymatter, as long as it’sGREEN.Our greens give our communicationsenergy – especially when you throw insome white space to help the greenelements stand out.Overall we’re simple andstraightforward. In a busy, high-gloss,colour saturated world, we can standout more by going back to basics –honestly it really works.We also have a secondary colourpalette that’s used for addinginformation where just green would beimpractical (eg wayfinding or sectionsin a long document).22

Macmillan Cancer Support – Brand identity guidelines – January 2012Colours – how to use them: greenUsing our colours in aconsistent way gives ourdesigns authority andassures our users thatwe are who we say weare. It fosters trust andrecognition.Using the greens Keep It Simple Stupid! Don’t feel theneed to use all three greens. One ispreferable. Two is normally enough.All three will look busy or cluttered Use them randomly. Our logo,fonts and silhouettes appear inany of our greens. This keeps ourcommunications fresh Use lots of white space – it helpsmake things more readable andgives us stand out Silhouettes and headline should onlybe in green (or white on green) Green should always be the firstchoice of colour for any design When using the secondary palette,the overall impression should stillbe ‘green’ Don’t use too much white text ongreen background (be especiallycareful using white body text out ofour light green)23

Macmillan Cancer Support – Brand identity guidelines – January 2012Colours – how to use them: secondary paletteMacmillan is known to be‘green’ and it’s importantfor our brand recognitionthat green remains theoverall impression. It’scrucial for our standout. So don’t use oursecondary colours unlessit’s absolutely necessary.And they shouldn’t clashor shout, they’re there tocomplement the green,not overpower it.When to use them For differentiation of informationif 3 sections Wayfinding Charts or infographicsHow to use them Always use up the greens first Never use the secondary colours ontheir own Start with the greens, then aqua,stone, rust, and finally orange Never use them for silhouettesor Macmillan Headline24

Macmillan Cancer Support – Brand identity guidelines – January 201225Colours – technical breakdo

Macmillan Cancer Support – Brand identity guidelines – January 2012 3 A quick guide to our brand The background What our brand is about Macmillan’s ambition is to reach and improve the lives of everyone living with cancer – and inspire millions of others to do the same. Cancer is the toughest fight most of us will ever face.

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