BRAND TOOLKIT FOR SPORT ENGLAND PARTNERS Updated 26/10/2018

Transcription

1 BRAND TOOLKIT FOR SPORT ENGLAND PARTNERS

2 INTRODUCTION CONTENTS THIS GIRL CAN is a celebration of the active women who are doing their thing no matter how they look, how well they do it or even how sweaty they get. Fit Got Real is the latest phase of the This Girl Can campaign. It ams to redefine the very concept of what it means to get active. It builds from our previous campaigns, and sets out to democratise exercise for all women, regardless of how much money, time or energy they have. It seeks to challenge the conventional idea of what exercise looks like, what counts and to encourage the traditional sports and exercise industry to adapt themselves to the lives of real women. We want anyone who shares our aspirations and values to use the THIS GIRL CAN logo and assets, as well as our #FitGotReal materials, messaging and hashtags. Together we can inspire more women and girls to wiggle, jiggle, move and prove that judgement, time, money and energy are barriers that can be overcome. This toolkit will tell you how to use the logo correctly and give you advice on how to make the most out of the available assets. There are some simple steps that must be followed; 1. You will have already agreed to the TERMS OF USE and PRIVACY STATEMENT when registering as a partner on the website. Please make sure all terms are followed. The terms of use document can also be found in the partner section of the website. 2. If you share assets with suppliers, please ensure they adhere to the guidelines and terms of use. 3. Anything featuring THIS GIRL CAN assets including posters, press releases, web content and events MUST be submitted to Sport England for approval. Please thisgirlcan@sportengland.org and allow five days for approval. All queries should be directed to: thisgirlcan@sportengland.org 3 THIS GIRL CAN tone of voice Copy guidelines 4 Fit Got Real 5 In social media 6 In press releases, partner comms, and more formal media channels 7 Free ready-to-print posters 9 THIS GIRL CAN partner logo 16 Creating your own posters 17 Free poster template 18 National Lottery funded Guidelines 19 Using our photography OR creating your own p. 2

3 THIS GIRL CAN TONE OF VOICE: Copy guidelines for THIS GIRL CAN THIS GIRL CAN exists to empathise with all women and inspire them to exercise regularly. We re not here to tell women that how they feel about exercise is wrong or that the way they re doing it is incorrect. We re also not here to guilt trip them into taking up a sport. We understand that the fear of judgement prevails and that factors such as time, money and motivation stop many women from exercising. We exist to change this. We are on the same level as our audience, not a brand pedestal. We re here to support, encourage, and enthuse women, rather than enlighten or preach to them. And we re doing it in a fun, accessible and unapologetic way. So, whether we re talking to them through social media, press, or partner communications, there are ways in which This Girl can and can t say things. This girl does Speak to girls as one of the girls Encourage and support Debate on relevant subjects Add value to the conversations she joins Write informally Use correct language and grammar Feel inclusive and inviting to our audience and their support network Exude attitude, confidence and energy Empathise with our audience This girl does not Tell anyone that what they re doing or thinking is wrong Scaremonger, force, or cajole Argue with interactions Speak for the sake of speaking Overuse exclamation marks or kisses! xxx Feel too chummy, clichéd, or over the top Act arrogantly or dwell on negatives Judge anyone, for anything! Say things like You go girl! Use smiley faces/text speak/slang p. 3

4 FIT GOT REAL Many women and girls in our target audience feel alienated and excluded from the conventional world of exercise. Frankly, their realities feel entirely at odds with the definition of exercise imposed upon them. They don t have hours of time to dedicate to the gym, money to spend on the latest kit, or the relentless energy to achieve what the industry tells them counts. Until this changes, getting active feels like an impossibility. Fit Got Real is the latest phase of our campaign. It is a celebration of all the less glamorous and less conventional ways real women actually get active all over the country. Our women and girls have full time jobs, full time kids, and full on schedules. So when they exercise, they get active in clever ways that fit into their busy lives. It might be cycling to work. It might be taking the dog for a run. It might simply be getting down and dirty on the kitchen floor doing sit-ups. Fit Got Real isn t about gimmicks, pricey kit or huge subscriptions; it s about the real insights of how real women really get active. When writing for Fit Got Real the language should always be playful, inclusive, and honest using humour to get our point across. p. 4

5 THIS GIRL CAN TONE OF VOICE: In social media Key advice for posting on social While every blog and organisation will speak differently on social media, it s good to bear in mind certain things especially when representing #ThisGirlCan: Make sure you re adding value to the conversation. Is what you re posting useful, interesting, or inspiring? Avoid txt spk, slang, and excessive exclamation marks. It can make your posts harder to read. Avoid judgmental language; instead focus on being welcoming and encouraging. Avoid lots of technical words or terms that only experienced athletes will know. Mentions To talk about THIS GIRL CAN and engage with our community, please use sign before our name on social media platforms. It should be written (without spaces). Hashtags Put simply, a hashtag is a word or phrase preceded by the hash sign (#). When we use them in a social media post, it means that people searching for that topic are able to find what we ve posted. Please use #FitGotReal on social media to support our latest campaign. See examples below. Content advice Images can boost engagement (the number of people interacting with your post) on Twitter and Facebook, so it s important to include them where you can. Bear in mind the optimum dimensions for images on each platform. On Facebook and Instagram, square images work better (e.g. 800x800 pixels). On Twitter, rectangle images with a 2:1 image ratio work best (e.g. 1260x630). If you don t have access to Photoshop, use a free cropping tool like Pic Monkey. Posts can be scheduled using tools like Hootsuite, and it is recommended to post during the hours of 8-9pm on weekdays. Posting once a day or 3-4 times per week is optimum. Helpful tools We have the THIS GIRL CAN app which can be used to make your own posts. Using hashtags is important because there s a potential of reaching a much wider audience who are interested in that particular topic. Here are guidelines on how to use them: Hashtags can be used on Facebook, Twitter and Instagram. Only use hashtags relevant to your post. It s considered spamming to put unrelated hashtags in your posts so that more people see it (e.g. #justinbieber in a tweet about home workouts). On Twitter, keep hashtags to a minimum. Never use more than three per tweet not only will it eat into your character allowance, it looks messy and makes the message harder to read. Don t use spaces or punctuation marks in a hashtag. Using either will mean the hashtag won t work. p. 5

6 THIS GIRL CAN TONE OF VOICE: In press releases, partner comms and more formal media channels We use more formal communication channels as an opportunity to be more informative about physical activities, where they can be done, etc. However, we should still feel inclusive and empathetic to our audience, therefore, still talk in the first person. For example: Running How do I get started? It s not a catwalk and you don t need the latest fashions to impress. Normal sportswear or comfortable leisure clothing with a bit of stretch is usually fine. Start out realistic, and slowly build up to longer distances. Why not start with ten minutes, and build up to 20 minutes or 30 minutes over the following weeks or months. Stretching before and cooling down afterwards is important to avoid injury. And it s important to look after those muscles, so take a rest day if you need one. Enjoy it! Find a playlist you love running to and set a pace you re comfortable with. p. 6

7 FREE, READY-TO-PRINT POSTERS Choose from a wide selection of inspiring posters featured in the outdoor advertising campaign. Just log on to your THIS GIRL CAN account and download your favourites. p. 7

8 THIS GIRL CAN FIT GOT REAL LOGO LOCK-UP p. 8

9 THIS GIRL CAN/PARTNER LOGO LOCK-UP p1 of 2 We ve designed a lock-up so that it is simpler to create in conjunction with your logo. The lock-up is available in EPS, AI, and PNG formats. It is also available in purple, black, and white. All versions can be downloaded here (your partner logo here) p. 9

10 THIS GIRL CAN/PARTNER LOGO LOCK-UP p2 of 2 Here are some examples on how you can use our lock-up: When sizing your logo, please make sure the height is no greater than the height of the THIS GIRL CAN logo. When positioning your logo, please make sure the distance between the vertical rule is equal. p. 10

11 THIS GIRL CAN LOGO: Main colour variations The THIS GIRL CAN logo can be downloaded from the partner section on the THIS GIRL CAN website. You should always use this logo from this source - please do not copy and paste from elsewhere. 1. Purple 2. Black 3. White-out C:40 M:100 Y:0 K:0 Match to PMS 248 Solid Coated RGB: R:189 - G:0 - B: 141 HEX: 9f008d Best used against a white background in colour publications/ advertising C:0 M:0 Y:0 K:100 R:0 G:0 :B:0 Match to PMS Process black Best used where colour isn t an option C:0 M:0 Y:0 K:0 R: 255 G: 255 B:255 Ideal for use against coloured, dark or photographic backgrounds or where colour isn t an option. p. 11

12 THIS GIRL CAN LOGO: Alternative colour variations You can also customise the THIS GIRL CAN logo into any colour you like, as long as it is legible. This would be particularly useful if you want to match it to your own brand colours. p. 12

13 THIS GIRL CAN LOGO: Size guidelines THIS GIRL CAN LOGO: Exclusion zones The THIS GIRL CAN logo can be as big as you like, but can be no smaller than: Height of letter N (upright) 17mm Height of letter N (upright) Height of letter N (side) Height of letter N (side) p. 13

14 THIS GIRL CAN LOGO: - What NOT to do The logo has been created to work with our partners. However, there are certain parameters to this flexibility that must be adhered to. It s also imperative that THIS GIRL CAN maintains a sense of positivity and empowerment. Therefore its meaning should NEVER be misappropriated. 1. Distort the logo in any way. 2. Change the meaning of THIS GIRL CAN within the square graphic. CAN T 3. Change its meaning without permission from Sport England. 4. Reduce the logo smaller than 17mm in width. 17mm EAT p. 14

15 THIS GIRL CAN LOGO: Positioning backgrounds Good: Please do not do this: Please choose wisely the version of the logo that will look best on a particular background. Here are some examples on what works best and what doesn t. Purple or black logos on white backgrounds Purple logo on patterned backgrounds Purple or black logos on light, neutral colours White out logo on light toned/coloured backgrounds White out logo on dark toned/coloured backgrounds White out logo on light photographic backgrounds/textures White out logo on dark photographic backgrounds/textures p. 15

16 CREATING YOUR OWN POSTERS We only have one simple rule for any poster that you wish to create - the logo lock-up must always feature along the bottom of the page. The line rule above the lock-up is optional. It is handy since you may have a lot of information to organise on the page. Tips 1. Before deciding how you want the poster to look, it might be best to gather what you want to say in the poster. Most of the time it s information you want to communicate such as the name of the class, what the class is all about, times, cost, contact information etc. 2. Sometimes the hardest thing is where to start - so start big. Place on the page the most important or eye-catching element; it could be the headline or maybe the image or maybe a combination of both. 3. Now we have the beginning of a hierarchy. From here you work your way to the next important bit of information eg. a description of the class, who it s for, the time and date, where the class is being held, who to contact, etc. 4. From here, it is up to you how you arrange this on the page. Consider which fonts and colours suit your poster and how you use imagery. The only thing to keep in mind is legibility. If you find it difficult to read (no matter how nice it looks), others will find it difficult too. 5. Keep it simple eg. use one or two fonts. (your logo here) The above is only a guide. By all means break the rules. Our only request is that the logo lock-up stays at the bottom. p. 16

17 FREE POSTER TEMPLATE MS Word version Here is what the free poster template looks like when you open it. There s plenty of room for you to drop in any image. The THIS GIRL CAN logo lock-up is at the bottom of the page ready to be joined with your own logo. All the text boxes are editable and can be moved around the page wherever you like. The font it s currently set in is Calibri, but we encourage you to change this to your liking. You ll notice that there are grid-like guidelines on the page to help you line elements. The guidelines are on screen only and will not print. The only thing that must remain constant is the position of the THIS GIRL CAN logo lock-up along the bottom of the page. Download the free template here Above is a sample design using the MS Word template. p. 17

18 NATIONAL LOTTERY FUNDED Guidelines THIS GIRL CAN is funded by Sport England using National Lottery Good Causes money. It s important we recognise this, so we ve supplied a logo lock-up and paragraph of copy which must be used at a suitable place on your website. You do not have to include this on posters, ads or other material. Website layout example: Website masthead and navigation THIS GIRL CAN is a national campaign designed to encourage more women and girls to get active. The campaign is funded by Sport England and the National Lottery. Main Content relating to THIS GIRL CAN If the National Lottery funds your organisation or club, you should continue to recognise the contribution in the usual way. You should follow page 12 of the guidelines when featuring multiple logos. THIS GIRL CAN is a national campaign designed to encourage more women and girls to get active. The campaign is funded by Sport England and the National Lottery. p. 18

19 USING OUR PHOTOGRAPHY OR CREATING YOUR OWN Do a bit of digging and you ll soon discover that there really aren t many pictures out there of real women taking part in physical activity. THIS GIRL CAN s bank of imagery aims to change that. The women are of all shapes, sizes, and skill levels. Some love exercise. Some look as though they don t. The important thing is they re all getting out there and doing it, no matter what. Our image bank is there to be used by organisations and clubs across England, but THIS GIRL CAN encourages our partners to create their own THIS GIRL CAN images the world needs them! We would like to see the image bank grow. If you would like to submit your images for consideration, please them to thisgirlcan@sportengland.org.uk. You must confirm you own the copyright and usage rights for those featured. The images should be at least 300dpi. If you do decide to get behind a camera, please: Use women of all shapes, sizes, and ethnicities. Capture women doing what they love AND hate we understand that exercise isn t always fun. Think outside the box/pitch/court/gym women getting ready, having a half-time breather, or chatting afterwards make for some brilliant images. Don t hide our women. Character and personality comes from their faces more often than not. Give context to help show what the girls are doing and who they are, otherwise it might not be clear what the image means - e.g. if they re boxing, show a glove, if they re playing tennis, show a racket. If you re talking about a mum, maybe show them with a child s pushchair, or if you re showing someone who works out at home, show them in their home environment. Never retouch or airbrush any women they are who they are and proud of it! Some inspiration courtesy of Sport England partners: p. 19

20 By downloading THIS GIRL CAN brand assets and materials, including but not restricted to the logo, you are agreeing to abide by the TERMS OF USE. Anything featuring the THIS GIRL CAN branding and /or assets must be submitted to Sport England for approval via the address below. Please allow five working days for approval. Thank you. p. 20