cash kids - Ali Coleman

cashforkids
a helping hand for local children
Brand identity guidelines
Contents
2
Introduction
3
The Logo
4
Colour guide
5
Logo Elements
6
Exclusion Zones
7
Minimum Sizes
8
Brand Typefaces
9
Suggested Applications
10
Improper Usage
12
Stationery
15
Printed Materials
17
PowerPoint, Word Templates
& Empty Belly Posters
Bauer Radio Registered Office: 21 Holborn Viaduct, London, EC1A 2DY
1
Introduction
These brand guidelines are designed to help you apply the Cash for Kids network
design and style requirements consistently across all stations and activities.
You will find simple instructions on how to use the identity and its elements in
different applications. The Cash for Kids network design and style requirements CD
contains all master artwork files in Macintosh and PC formats for print and web use.
The brand guidelines website is also available at www.bigcityid.co.uk
We want to connect with our supporters and build relationships with them, and carry
this tone through all of our printed and online materials.
These guidelines have been developed to help all parts of the
Cash for Kids network to:
• Ensure that the customer will recognise and value the Cash for Kids network
identities wherever they are used, and
• Be able to use the identities with confidence on locally produced publicity
material and websites
They contain a number of mandatory elements which are key to ensuring the brand
is presented clearly and consistently.
2
cashforkids
a helping hand for local children
the logo...
3
Colour guide
The Cash for Kids brand colours are Pantone® Rhodamine Red, Pantone® 382 green
and Pantone® Process Black. You will find the logos available in Pantone®, CMYK and
RGB formats on the branding microsite at www.bigcityid.co.uk - please use the
correct logo for the applications indicated.
For print usage, wherever possible use the Pantone® colours. Otherwise use the
CMYK breakdowns given below - these have been developed for the closest match to
print. For web use only the websafe RGB values should be used.
Specific logo versions are also supplied for mono/greyscale printing. However, these
should never be used for screen application - always use the RGB colour versions.
PANTONE®
Process Black
PANTONE®
Rhodamine Red
PANTONE®
382 green
CMYK
RGB
CMYK
RGB
CMYK
RGB
C- 0
R- 0
C- 3
R- 230
C- 29
R- 186
M- 0
G- 0
M- 89
G- 0
M- 0
G- 212
Y- 0
B- 0
Y- 0
B- 148
Y- 100
B- 5
K- 100
K- 0
K- 0
Screen-based colours
RGB colours must be used for screen-based material such as video, presentations in
Powerpoint, CD-ROM applications, websites, television and any other multimedia
applications. These colours are web safe.
Note: Do NOT use CMYK breakdowns or CMYK format logos for screen-based material;
the resulting colours will be dull on screen due to differences in colour gamut.
4
Logo elements
All Cash for Kids network brands consist of the following elements:
• The hands device
• The Cash for Kids wordmark
• The Cash for Kids colours
• The Cash for Kids strapline wordmark
These elements always appear in a fixed relationship, and should not be
redrawn or modified in any way. The logos should be used
wherever possible to strengthen the brand. There are also mono versions available to
use wherever black and white print is needed (solid black and solid white versions are
also available). For web applications, the colour versions should always be used.
Examples:
cashforkids
a helping hand for local children
cashforkids cashforkids
a helping hand for local children
a helping hand for local children
cashforkids
cashforkids
a helping hand for local children
a helping hand for local children
5
Exclusion zones
The exclusion zone, or clear space, around the Cash for Kids logo is equal to the
height of the letters with ascenders (h,k and d) in the Cash for Kids wordmark, as
shown below.
No other element should intrude into this area, and the exclusion zone also applies
when positioning the logo at the edge of an item or page.
Examples:
cashforkids
a helping hand for local children
cashforkids
a helping hand for local children
6
Minimum sizes
The minimum size for the logo is 15mm high for print, or 43 pixels high on screen.
There is no maximum size specification.
cashforkids
15mm or 43 pixels high
a helping hand for local children
cashforkids
15mm or 43 pixels high
a helping hand for local children
7
Brand typefaces
The official typeface for all Cash for Kids logos is called Ad Lib BT.
This is only to be used in the logos themselves.
Ad Lib BT
Print and external usage
For all printed literature, the typeface Domestos will be used - in Normal for bodycopy,
with Bold used for headlines and emphasis. This should also be used for screenbased
applications (i.e. presentations) excluding web, wherever available.
Domestos Normal
Domestos Bold
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@£$%^&*()
1234567890!@£$%^&*()
Screen and internal usage
To ensure compatibility between computers when creating internal items e.g. emails,
letters, or Powerpoint presentations, Arial should be used.
Arial Normal
Arial Bold
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTU
ABCDEFGHIJKLMNOPQRSTU
VWXYZ
VWXYZ
1234567890!@£$%^&*()
1234567890!@£$%^&*()
Note: Web usage
For online usage, the typeface Domestos Bold can be used within images or web
banners. HTML text will require the use of the Arial font set.
8
Suggested logo applications
Here are some different examples of logo application for the Cash for Kids brand:
keyrings
polo shirt
pens
mug
9
Improper usage
What not to do with the Cash for Kids logo.
✓
Correct usage.
✗
Do not use any other colours, or
colour combinations.
✗
Do not alter the position or
relative size of any elements of
the logo.
✗
Do not delete the hands device or
any element.
10
Improper usage - photographic backgrounds
For use on a photographic or multi-coloured background, please consult the previous
pages and use the appropriate logo for a light or dark background. In addition, please
consider the following:
When placing the logo over
a photograph, take care to
ensure that the wordmark is
not made illegible by a
lighter area of the
photograph.
cashforkids
a helping hand for local children
✗
If possible, move the logo to
a darker area of the
photograph where the
wordmark will be legible.
✓
cashforkids
a helping hand for local children
Always use the appropriate
version of the logo to ensure
legibility.
✗
cashforkids
a helping hand for local children
In this instance, the black
wordmark is the correct
choice.
✓
cashforkids
a helping hand for local children
11
Stationery - A4 letterhead - 210mm x 297mm
Letterheads, compliments slips and business cards are available to re-print
from Rufus, you can contact Rufus on 0191 514 4441
or email [email protected]
cashforkids
a helping hand for local children
Incorporating Just for kids
Metro Radio & Magic 1152
55 Degrees North, Pilgrim Street
Newcastle upon Tyne, NE1 6BF
Tel: 0191 230 6100
Fax: 0191 279 0288
www.metroradio.co.uk/cashforkids
Company reg no. 6474630
Charity reg no. 1123115
Bauer Radio Registered Office: 21 Holborn Viaduct, London, EC1A 2DY
12
Stationery - Compliments Slip - 99mm x 210mm
Letterheads, compliments slips and business cards are available to re-print
from Rufus, you can contact Rufus on 0191 514 4441
or email [email protected]
The associated Radio
station logos in the
bottom right corner.
Logo and address panel
are right aligned.
cashforkids
a helping hand for local children
Incorporating Just for kids
With Compliments
Metro Radio & Magic 1152
55 Degrees North, Pilgrim Street
Newcastle upon Tyne, NE1 6BF
Tel: 0191 230 6100
Fax: 0191 279 0288
www.metroradio.co.uk/cashforkids
Company reg no. 6474630
Charity reg no. 1123115
Bauer Radio Registered Office: 21 Holborn Viaduct, London, EC1A 2DY
The Bauer logo and
details must be shown
together at the bottom
of the page.
13
Stationery
Letterheads, compliments slips and business cards are available to re-print
from Rufus, you can contact Rufus on 0191 514 4441
or email [email protected]
Business Cards front & rear - 85mm x 55mm
The business cards are full colour double-sided
cashforkids
a helping hand for local children
Example
Account Manager
Mobile: 07921 663 411
email: [email protected]
Metro Radio & Magic 1152
55 Degrees North, Pilgrim Street
Newcastle upon Tyne, NE1 6BF
Tel: 0191 230 6100
Fax: 0191 279 0288
www.metroradio.co.uk/cashforkids
Company reg no. 6474630
Charity reg no. 1123115
cashforkids
a helping hand for local children
Bauer Radio Registered Office: 21 Holborn Viaduct, London, EC1A 2DY
14
Printed publicity guidelines
Printed publicity can range from press advertising and brochures to taxi sides and
signage. It is especially important that the brand guidelines are followed when items
will be distributed or shown in public.
Templates are available for download at www.bigcityid.co.uk. Although the templates
are editable, the points shown below must be adhered to.
Recruitment adverts
Horizontal formats are recommended for recruitment ads, so the logos can occupy
maximum space.
The main logos must appear on a black
background to prioritise them over other elements.
cashforkids
a helping hand for local children
Charity Workers
Ut wisi enim ad minim veniam, quis nostrud exerci tation, ullamcorper suscipit
lobortis nisl ut aliquip ex ea commodo consequat. Ut wisi enim ad minim veniam,
lorem ipsum dolor.
Duis autem vel eum iriure dolor in hendrerit:
• Dolore magna aliquam erat volut; • Corper suscipit lobortis.
Metro Radio & Magic 1152, 55 Degrees North, Pilgrim Street, Newcastle upon Tyne, NE1 6BF
Tel: 0191 230 6100
Email: [email protected]
www.metroradio.co.uk/cashforkids
Bauer Radio Registered Office: 21 Holborn Viaduct, London, EC1A 2DY
Horizontal formats carry the address panel and logos in a
different layout to make better use of the space.
15
Printed publicity guidelines - posters
Printed publicity can range from press advertising and brochures to taxi sides and
signage. It is especially important that the brand guidelines are followed when items
will be distributed or shown in public.
Templates are available for download at www.bigcityid.co.uk. Although the templates
are editable, the points shown below must be adhered to.
Headline Domestos Bold
Body Text Domestos Normal
The main logos must appear on a black
background to prioritise them over other elements.
16
Powerpoint templates
Introduction / Section screens
The Powerpoint templates have been designed to allow clear layout of information,
with flexibilty so as not to restrict content.
Templates are available for download at www.bigcityid.co.uk. Although the templates
are editable, the points shown below must be adhered to.
Headline centre aligned, in 36pt Arial Bold.
Presentation name
cashforkids
a helping hand for local children
The main logos must appear on a black
background to prioritise them over other elements.
17
Powerpoint templates
Basic screen
The Powerpoint templates have been designed to allow clear layout of information,
with flexibilty so as not to restrict content.
Templates are available for download at www.bigcityid.co.uk. Although the templates
are editable, the points shown below must be adhered to.
Headline left aligned, in
36pt Arial Bold.
Images to be surrounded
by 4pt rounded corner
box in Rhodamine Red C
Headline - 36pt Arial Bold
●
Ut wisi enim ad minim veniam, quis nostrud
exerci tation, ullamcorper suscipit.
●
Lobortis nisl ut aliquip ex ea commodo
consequat. Ut wisi enim ad minim veniam.
●
Lorem ipsum dolor. Duis autem vel eum iriure
dolor in hendrerit.
cashforkids
a helping hand for local children
The main logos must appear on a black
background to prioritise them over other elements.
18
Word Template/Empty belly poster
Below is a guideline empty belly poster, these can be created and printed internally at
A4 or A3 depending on the resources available.
Please note the Arial font may only be used when Domestos is not available.
Headline left aligned, in 56pt Domestos Bold.
(when printed @ A4). Body Text Domestos Normal
cashforkids
a helping hand for local children
Headline 56pt Domestos Bold
or Arial Bold
19
Sponsorship Forms
Sposorship forms have been designed to allow easy printing whenever required.
These are available for download at www.bigcityid.co.uk.
Sponsorship Form and Gift Aid Declaration
We, who have given our names and addresses below, and who have ticked the box entitled ‘Gift Aid ( ), want Metro Radio and Magic
1152’s Cash for Kids to reclaim tax on the donation detailed below, given on the date shown. We understand that each of us must be a
UK resident and pay income tax or capital gains tax equal to the tax reclaimed by the charity on the donation.
Participants Name:
Event Name:
Participants Address:
Event Date:
Please print your details clearly as we are only able to claim Gift Aid on fully legible information.
Full Name
Home Address
(only home address is acceptable for Gift
Aid reclaim)
Postcode
Amount
Pledged
Pound for Pound
Ref No:
Date Given
Gift Aid?
( )
Metro Radio and Magic 1152’s Cash for Kids – a helping hand for local children.
Head Office – 55 Degrees, Pilgrim Street, Newcastle Upon Tyne, NE1 6BF
Tel No: 0191 230 6100 email: [email protected]
web: www.metroradio.co.uk/cashforkids and www.magic1152.co.uk/cashforkids
Registered Charity Number 1123115
20