ONE YOU COMMERCIAL BRAND guidelines

Transcription

1 APRIL 2016 ONE YOU COMMERCIAL BRAND guidelines An annexe to the One You brand companion

2 Thank you for supporting One You. It s brilliant you want to get involved. Before we start, we have a few things to tell you. These guidelines have been prepared to assist commercial partners like you in how to use the One You brand. There are certain commercial partners that may not be able to use the One You brand, and you will also need to have agreed to the Terms of Engagement before using it. Please partnerships@phe.gov.uk for further information or a copy of the Terms of Engagement. Please ensure you also first read the Brand Companion guidelines to understand the One You brand strategy and the basic rules.

3 Commercial brand guidelines CONTENTS Where you can find out what you need to know One You in context pg 4 What we ask of our partners pg 6 Partnering with One You: Where One You is the LEAD brand pg 8 Where the partner is the lead brand pg 13 Approvals and Copyright Line pg 30 3

4 ONE YOU in context.

5 Commercial brand guidelines ONE YOU IN CONTEXT Many adults can expect to live into their mid-80s, and many people believe gradual decline in physical and mental health is an inevitable part of ageing. Yet so much of how we age is down to lifestyle. And that represents a real opportunity for change. Our lifestyles can be more unhealthy than we think. Without even knowing it, by the time we reach our 40s and 50s, many of us will have dramatically increased our risk of contracting diseases like cancer and heart disease, and increased our risk of suffering a stroke. Whether we re eating unhealthily too often, or drinking more than we should, or continuing to smoke despite everything we know, or not being sufficiently active, all these things can add up to have a huge influence on our health. The good news is, making small changes now can improve your health right away. It s never too late to start. And that s where One You comes in, an exciting behaviour change programme to help adults fight back and kick unhealthy out of our lives. 5

6 what we ask of our partners.

7 Commercial brand guidelines WHAT WE ASK OF OUR PARTNERS One You is a real opportunity to talk to adults about how they live their lives. In the first year alone we want to engage with more than one million adults, and help change the way we behave when it comes to looking after ourselves. To make that happen, we need your help. Whether you are a brand or an organisation, you have a crucial role to play. That s why we ve created a whole host of assets and materials, which you can have free access to, use and distribute to kick off the whole campaign. And to go with the assets we ve also created a set of brand guidelines, which will help you do the right thing. Because there is only One You, and we want you to do as much as you can. 7

8 partnering WITH ONE YOU. Where One You is the lead brand.

9 Commercial brand guidelines ONE YOU, where one you is the lead brand If you choose One You as the lead brand, there are two ways you should look to use it. This is explained over the next three pages. Please note that the examples shown here are used for illustrative purposes only. 1. Adding your logo to OUR campaign creative 2. Adding more than one logo or messaging 9

10 ONE YOU, where one you is the lead brand FIRST way: Adding your logo to OUR campaign creative For One You led partner communication, use the logo on it s own without any other lines. To maximise the impact of our logo, ensure that no other elements appear too close to it. The area is defined by using the height of the O on the logo which is referred to as O. A margin of clear space is drawn around the logo to create the invisible boundary which marks the area of isolation. No other graphic element may encroach on this clear zone. 10 Examples shown are for illustrative purposes only

11 ONE YOU, where one you is the lead brand FIRST way: Adding your logo to OUR campaign creative In this instance the One You logo must appear bottom left and we recommend that your logo therefore should be incorporated bottom right. We understand that partner logos are all different. Therefore it is not possible to set up a definitive rule regarding the right proportion between other logos and the One You logo. We will review on a case-bycase basis but please read the Brand Companion for guidelines on some basic principles. HOW ARE YOU? Ciae quist harume pedignistia sae doloratur magnis molum sus, ut poribeatiis et quiate voluptas inciatem niscide ligentus coribus sum dit lab ius es unt iur. Ut exereicient ipsundae vent et, solesse quamus modisim poreriaspiti conet moluptas incidun tibustotatis. Go online and take our free health quiz. Search One You. Example shown is for illustrative purposes only 11

12 ONE YOU, where one you is the lead brand SECOND way: Adding more than one logo or messaging To increase your brand presence, you might consider adding what we call a brand strip. This is a white strip added to the bottom of the communication piece to contain partner logos. This strip should be no more than 10% of the total piece of communication. You may also require this additional space for detailed messaging such as an introduction to the partnership, important information, contact details or legal copy. In this instance, you can increase the height of the strip to contain the messaging. However, the strip should never be more than 20% of the total piece of communication. 10% HOW ARE YOU? Ciae quist harume pedignistia sae doloratur magnis molum sus, ut poribeatiis et quiate voluptas inciatem niscide ligentus coribus sum dit lab ius es unt iur. Ut exereicient ipsundae vent et, solesse quamus modisim poreriaspiti conet moluptas incidun tibustotatis. Go online and take our free health quiz. Search One You. Partner X HOW ARE YOU? Ciae quist harume pedignistia sae doloratur magnis molum sus, ut poribeatiis et quiate voluptas inciatem niscide ligentus coribus sum dit lab ius es unt iur. Ut exereicient ipsundae vent et, solesse quamus modisim poreriaspiti conet moluptas incidun tibustotatis. Go online and take our free health quiz. Search One You. Maecenas tempus tellus vitae sem Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse at ipsum vel lectus vehicula egestas ac vel dui. Curabitur condimentum fermentum felis id eleifend. Donec ac risus hendrerit, lacinia lectus nec, viverra magna. Curabitur ornare non risus non tincidunt. 20% 12 Examples shown are for illustrative purposes only

13 WHERE THE PARTNER IS THE LEAD BRAND.

14 Commercial brand guidelines ONE YOU, where THE PARTNER IS THE LEAD BRAND In partner led communications, there are some principle assets you can use to support the partnership, explained over the next four pages. Please note that the examples shown here are used for illustrative purposes only. 1. Using the One You logo with tagline also known as the lock-up 2. Using the Together with endorsement line 3. The Partner Strip 4. The Partner Roundel 14

15 ONE YOU, where THE PARTNER IS THE LEAD BRAND FIRST asset: Using the One You logo with tagline also known as the lock-up For partner-led communication use the One You logo with tagline which is written as Because there s only One You. To maximise the impact of the logo with tagline, ensure that no other elements appear too close to it. The area is defined by using the height of the O on the logo which is referred to as O. A margin of clear space is drawn around the logo with tagline to create the invisible boundary which marks the area of isolation. No other graphic element may encroach on this clear zone. There may be opportunities to use Together with One You rather than Because there s only One You. Please the PHE partnerships team if you want to discuss further at partnerships@phe.gov.uk 15 Examples shown are for illustrative purposes only

16 ONE YOU, where THE PARTNER IS THE LEAD BRAND FIRST asset: Using the One You logo with tagline also known as the lock-up Proportions When it s a landscape, portrait, round or square shaped logo, the partner logo can be less but should never be more than 1x height. This applies when the logo is a wordmark, a symbol, contained in a shape or any combination or these. 1x 16 Examples shown are for illustrative purposes only

17 ONE YOU, where THE PARTNER IS THE LEAD BRAND FIRST asset: Using the One You logo with tagline also known as the lock-up COLOUR We have one logotype. There are four colour variations. The version that you choose is dependent on the background that you are applying the logotype to. Single colour (Yellow) Single colour Yellow Single colour Reverse (white) Single colour Black Single colour Dark Grey Single colour If you are restricted to a single colour, then use black and white. Single colour reverse (Yellow) Single colour reverse (White) Colour and backgrounds There are two main versions of the logo for light and dark backgrounds. If the logo is placed on a light background, use the black or grey version. If the logo is on a dark background, use the yellow or white version. Single colour (Dark Grey) Single colour (Black) 17

18 ONE YOU, where THE PARTNER IS THE LEAD BRAND FIRST asset: Using the One You logo with tagline also known as the lock-up COLOUR EXCEPTION Within printed communications it is always our preference to use the logo colour recommendations on Page 17. When printing on a solid white background there may be some instances when the partner s logo clashes with the yellow and teal lockup. In this instance the alternative teal on white version can be used. Preference Our preference is always for the yellow on teal as it reinforces the brand values. Alternative 18

19 ONE YOU, where THE PARTNER IS THE LEAD BRAND FIRST asset: Using the One You logo with tagline also known as the lock-up Positioning Where possible, we recommend that the One You logo with tagline be placed bottom left, and that the partner s logo therefore be placed bottom right. We do appreciate however that partner s own guidelines may conflict with this, so these instances will be reviewed on a case-by-case basis. Please read the Brand Companion for guidelines on some basic principles. Please note that this is the minimum requirement for partner led communications. 19 Example shown is for illustrative purposes only touching hearts, changing lives

20 ONE YOU, where THE PARTNER IS THE LEAD BRAND SECOND asset: Using the Together with endorsement line To maximise the impact of the endorsement line, ensure that no other elements appear too close to it. The area is defined by using the height of the O. No other graphic element may encroach on this clear space. Partner X TOGETHER WITH Partner X TOGETHER WITH 20 Examples shown are for illustrative purposes only

21 ONE YOU, where THE PARTNER IS THE LEAD BRAND SECOND asset: Using the Together with endorsement line Proportions The endorsement line should be written in the One You Regular typeface and should sit on the same baseline as the One You logo. TOGETHER WITH 21 Examples shown are for illustrative purposes only

22 ONE YOU, where THE PARTNER IS THE LEAD BRAND SECOND asset: Using the Together with endorsement line COLOUR There are three colour variations. The version that you choose is dependent on the background that you are applying the logotype to. 1. Single colour Yellow 2. Single colour Reverse (white) 3. Single colour Black Single colour If you are restricted to a single colour, then use black and white. Single colour (Yellow) TOGETHER WITH TOGETHER WITH Single colour (White) You may also alter the colour of the endorsement line to match your own brand colour. Colour and backgrounds There are two main versions of the logo - for light and dark backgrounds. If the logo is placed on a light background, use the black version. If the logo is on a dark background, use the yellow or white version. 22

23 ONE YOU, where THE PARTNER IS THE LEAD BRAND SECOND asset: Using the Together with endorsement line Positioning The positioning of the endorsement line will be dependent on the messaging within the piece of communication. TOGETHER WITH 23 Example shown is for illustrative purposes only

24 ONE YOU, where THE PARTNER IS THE LEAD BRAND THIRD asset: The Partner Strip You can add a strip to the bottom of the piece of communication to contain more information about the partnership or, for example, the partner offer. PLUS ONE YOU LAUNCH OFFER FUGIA ERATIIS RE PLIATIS DIT LATIN Lorem ipsum dolor sit amit. Vestibulum quis lorem biggins. 24 Example shown is for illustrative purposes only

25 ONE YOU, where THE PARTNER IS THE LEAD BRAND THIRD asset: The Partner Strip COLOUR The strip can be in the partner s own colour palette or in the One You colour palette. Examples shown are for illustrative purposes only PLUS ONE YOU LAUNCH OFFER FUGIA ERATIIS RE PLIATIS DIT LATIN Lorem ipsum dolor sit amit. Vestibulum quis lorem biggins. touching hearts, changing lives PLUS ONE YOU LAUNCH OFFER FUGIA ERATIIS RE PLIATIS DIT LATIN Lorem ipsum dolor sit amit. Vestibulum quis lorem biggins. touching hearts, changing lives 25 Partner s own colour palette example One You palette example

26 ONE YOU, where THE PARTNER IS THE LEAD BRAND FOURTH asset: The Partner Roundel When using the endorsement line but without the space for the endorsement strip, a short message or offer can be placed in a roundel shape. This is ideal if less space is required or the partnership features an offer or message that would benefit from this layout. PLUS LAUNCH OFFER FUGIA ERATIIS RE PLIATIS DIT LAT 26 Example shown is for illustrative purposes only

27 ONE YOU, where THE PARTNER IS THE LEAD BRAND FOURTH asset: The Partner Roundel Positioning The positioning of the roundel will be dependent on the messaging within the piece of communication. TOGETHER WITH PLUS LAUNCH OFFER FUGIA ERATIIS RE PLIATIS DIT LAT 27

28 ONE YOU, where THE PARTNER IS THE LEAD BRAND FOURTH asset: The Partner Roundel CLEAR SPACE To maximise the impact of the roundel, ensure that no other elements appear too close to it. The area is defined by using the height of the O. No other graphic element may encroach on this clear space. PLUS LAUNCH OFFER FUGIA ERATIIS RE PLIATIS DIT LAT 28 Example shown is for illustrative purposes only

29 ONE YOU, where THE PARTNER IS THE LEAD BRAND FOURTH asset: The Partner Roundel Colour The roundel can be in the partner s own colour palette. Alternatively, the roundel can be in the One You colour palette. Where this option is chosen, the typeface in the roundel should be the One You typeface and the roundel should be in teal where possible. PLUS LAUNCH OFFER FUGIA ERATIIS RE PLIATIS DIT LAT Partners own colour palette example PLUS LAUNCH OFFER FUGIA ERATIIS RE PLIATIS DIT LAT 29 Examples shown are for illustrative purposes only One You colour palette example

30 Approvals and Copyright Line.

31 Commercial brand guidelines Approvals and Copyright Line To ensure the One You brand is communicated in an appropriate and consistent manner we require all and any materials produced with the One You brand be first submitted to the PHE Partnerships Team for approval. Please give us a minimum of four working days for approval of any materials using the One You brand. By using or creating materials with the One You brand, you are agreeing to abide by the guidelines and restrictions detailed here. If you are found to be using the One You brand in a way that is contrary to these guidelines, you agree to desist on request by Public Health England. For all One You activity in 2016 we require a Crown copyright 2016 line to be included somewhere on all communication where One You is the over-arching brand. This should be no less than 7 point in type size. If you have any queries in relation to these brand guidelines, please partnerships@phe.gov.uk 31

32 THANK YOU. Crown copyright 2016