Mercy Ships UK Promotional Guidelines May_2011

Mercyshipspromotional guidelines

–Phase 2 of the journey

Promotional guidelines have been created to provide a system to manage Mercy Ships UK’s campaigns and special promotions.

We reference the Masterbrand but also provide new components that enhance it to re-contextualise and refresh it.

Mercy Ships are increasingly developing specific fundraising campaigns to discrete audiences, such as schools, churches and fundraisers.

We need a flexible visual identity system that accommodates the different campaigns and also

–00.Welcome

provides a more energetic style to engage audiences in specific actions, asks and activities.

The promotional system has a popular, energetic and youthful feel that is designed to compete with other charities for stand out, and to engage people in a warmer friendly way.

To achieve this warmth we use a wider range of colours, a new font, a simpler layout grid and new use of illustrations and photo modifications.

This document illustrates approaches to two campaigns and the components you need to run your own campaign. Enjoy it.

Why do mercy ships need promotional guidelines?

Contents–02.Campaignable identities03.Colours04.Identity font05.Fonts06.Imagery07.Clear zones08.IIP09.Applications10.Black & White

–01.Contents

Identity Font–Bello Small Caps

• Fun, hand-drawn font for main headings, propositions and identity

• The letters have to be treated individually by tilting, resizing, using the warping and the free form tools - in order to achieve a fun flowing look, like the example on the right

12pt–abcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTVWXYZ!“#$%&’()*+,./:;<=>?@[\]^_`{|}~ÄÅÇÉÑÖÜÂÊÁËÈÍÎÏÌÓÔÒÚÛÙÀÃÕOEáàâäãåçéèêëíìîïñóòôöõúùûü †°¢£§•¶ß®©TMÆØ¥πaoæø¿¡ƒ«»... oe“”‘’ÿŸ⁄ Ð‹›fifl‡·‚„‰

16pt–abcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTVWXYZ!“#$%&’()*+,./:;<=>?@[\]^_`{|}~ÄÅÇÉÑÖÜÂÊÁËÈÍÎÏÌÓÔÒÚÛÙÀÃÕOEáàâäãåçéèêëíìîïñóòôöõúùûü †°¢£§•¶ß®©TMÆØ¥πaoæø¿¡ƒ«»... oe“”‘’ÿŸ⁄Ð‹›fifl‡·‚„‰

95pt–

Bello small caps

–04.Identity font

–Bello Small caps

–05.Fonts

Apex SerifBold10pt–

abcdefghijklmnopqrstuvwxyz123456

7890ABCDEFGHIJKLMNOPQRSTVW

XYZ!“#$%&’()*+,./:;<=>?@[\]^_`{|}~ÄÅÇ

ÉÑÖÜÂÊÁËÈÍÎÏÌÓÔÒÚÛÙÀÃÕOEáàâä

ãåçéèêëí ì î ïñóòôöõúùûü

†°¢£§•¶ß®©TMÆØ¥πaoæø¿¡ƒ«»...

e“”‘’◊ÿŸ⁄ Ð‹›fifl‡·‚„‰

Bello Small CapsSmCp13pt–

abcdefghijklmnopqrstuvwxyz123456

7890ABCDEFGHIJKLMNOPQRSTVWXYZ!“

#$%&’()*+,./:;<=>?@[\]^_`{|}~ÄÅÇÉ

ÑÖÜÂÊÁËÈÍÎÏÌÓÔÒÚÛÙÀÃÕOEáàâäãåçéè

êëí ì î ïñóòôöõúùûü

†°¢£§•¶ß®©TMÆØ¥πaoæø¿¡ƒ«»...

e“”‘’ÿŸ⁄ Ð‹›fifl‡·‚„‰

Benton SansBold11pt–

abcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTVWXYZ!“#$%&’()*+,./:;<=>?@[\]^_`{|}~ÄÅÇÉÑÖÜÂÊÁËÈÍÎÏÌÓÔÒÚÛÙÀÃÕOEáàâäãåçéèêëí ì î ïñóòôöõúùûü †°¢£§•¶ß®©TMÆØ¥πaoæø¿¡ƒ«»... e“”‘’◊ÿŸ⁄ Ð‹›fifl‡·‚„‰

20pt–abcdefghijklmnopqrs tuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTVWXYZ!“#$%&’()*+,./:;<=>?@[\]^_`{|}~ÄÅÇÉÑÖÜÂÊÁËÈÍÎÏÌÓÔÒÚÛÙÀÃÕOEáàâäãåçéèêëí ì î ïñóòôöõúùûü

21pt–

abcdefghijklmnopqrst uvwxyz1234567890ABCDEFGHIJKLMNOPQRSTVWXYZ!“#$%&’()*+,./:;<=>?@[\]^_`{|}~ÄÅÇÉÑÖÜÂÊÁËÈÍÎÏÌÓÔÒÚÛÙÀÃÕOEáàâäãåçéèêëíìîïñóòôöõúùûü†°¢£§•¶ß®©TMÆØ¥πaoæø¿¡ƒ«»... e“”‘’ÿŸ⁄Ð‹›fifl‡·‚„‰

16pt–abcdefghijklmnopqrst uvwxyz1234567890ABCDEFGHIJKLMNOPQRSTVWXYZ!“#$%&’()*+,./:;<=>?@[\]^_`{|}~ÄÅÇÉÑÖÜÂÊÁËÈÍÎÏÌÓÔÒÚÛÙÀÃÕOEáàâäãåçéèêëí ì î ïñóòôöõúùûü †°¢£§•¶ß®©TMÆØ¥

Fonts–We use three typefaces for promotional communications:

There are 2 types of copy font: Primary and Secondary. The primary font is Benton and used widely for most of the copy; Apex is used for anything that needs highlighting such as figures, charts and tables.

A mix of bold and regular applies. Bello is used mainly for headings and the identity. Bellow is a small blurb on each of the 3 fonts.

• Fun hand-drawn font for main headings, propositions and identity - Bello Small Caps

• Clear legible sans-serif font to be used widely for most of the content - Benton Sans -

• Bolder modern serif font to highlight any important statements, figures and short facts - Apex Serif

To organise a Dare to Wear day go to:

www.mercyships.org.uk/dare-wear

or phone 01438 727800

Mercy Ships operates the world’s largest

charity hospital ship delivering free health

care to the poorest people in Africa

www.mercyships.org.uk | twitter.com/mercyshipsuk | Registered Charity No’s 1053055 and SCO39743 (Scotland)

xDate

xTime

Dare to Wear

To organise your own Big Easter Breakfast for

Mercy Ships, visit

www.mercyships.org.uk/easter-breakfast

or phone 01438 727800

Mercy Ships operates the world’s largest

charity hospital ship delivering free health

care to the poorest people

xDate

xTime

xPlace


–02.Campaignable identities

–Easter breakfast 2011

Campaignable identities–Each promo has its own illustrative logo like the Easter-Breakfast egg cup and the Dare-to-Wear glasses.

The identity for each campaign varies in terms of proposition, accompanying illustration(s) and background colours used.

The colour picked for each campaign should relate or enhance the mood of what is being advertised.

For colour palette please see section 04.

Colours–Our aim is to keep the campaigns fun and fresh by using palettes similar to the ones suggested here.

Make sure text is white and legible enough.

–04.Colours

PMS 299C C100 M100 Y100 K100

R255 G255 B255

PMS 583C C100 M100 Y100 K100

R255 G255 B255

HKS 08K C100 M100 Y100 K100 R255 G255 B255

HKS 63K C100 M100 Y100 K100 R255 G255 B255

HKS 93K C25 M0 Y10 K80 R68 G79 B80

HKS 32K C41 M80 Y0 K42

R255 G255 B255

HKS 14N C100 M100 Y100 K100 R255 G255 B255

HKS 53K C80 M0 Y60 K0

R255 G255 B255

HKS 68 K C15 M20 Y100 K0 R226 G194 B0

–06.Imagery

Imagery–Imagery consists mainly of an identity vector illustration, and a family of other secondary illustrations to accompany some of the literature.

The main identity illustration should be as simple as possible, nothing too detailed so that it can be recognized very small.

Secondary illustrations

Secondary illustrations are designed to be discreet, charming, ideally one colour ‘silhouettes’ keeping in theme with the identity.

‘Never work before

Breakfast; if you have to work before Breakfast, eat your

Breakfast first’Josh Billings

Imagery–Photo vectorisation

Only use a photographic image if absolutely necessary.

A vectorisation effect must be applied to the image.

Depending on how much detail a photograph may have, you will have to allow few or many colours on the vectorisation.The example on the right only uses 12 colours.

See next page for a short brief on how to achieve this effect.

–06.Imagery

–06.Imagery

Imagery–How to achieve the vectorised style.

Open the image in Illustrator, select it and from the illustrator menu select:

Object --> Live Trace --> Tracing options

On the tracing options panel choose change adjustments mode to ‘Colour’ and tweak the number of colours so that you have enough definition and detail.

This effect may not work well for all images in which case you will need to illustrate manually by drawing vectors.

01.Choose Colour

02.Number of colours

19 colours

–07.Clear zones

–Spaces where new identity elements are applied

–Identity elements applied in the designated spaces

Clear zones–Defining clear zones

We apply clear zones to logos so they stand out and avoid cluttering.

Clear zones are flexible for the promotional identity as there isn’t a fixed mark/logo.

Here we have an example of the DareToWear identity and how its clear zone was defined and an example of how a poster may be constructed.

On the left we have the main permanent elements and the spaces where the new identity elements are applied; the right shows the elements applied.


www.mercyships.org.uk/dare-wear or phone 01438 727800

Mercy Ships operates the world’s largest charity hospital ship delivering free health care to the poorest people in Africa


xDate

xTime

Dare to Wear


www.mercyships.org.uk/dare-wear or phone 01438 727800

Mercy Ships operates the world’s largest charity hospital ship delivering free health care to the poorest people in Africa


xDate

xTime

Dare to Wear

Proposition-

Event name

Illustr

ation

Logo

–08.IIP

Communications are split into three genres:Inspiration, Information and Promotion.It’s best to avoid mixing more than two genres at once and always consider the purpose of each communication.A good rule of thumb is to ensure the lead genre takes up 2 thirds of the page, and the remaining third for the other genre. In this way for example a poster should have 2 thirds dedicated to inspiration and perhaps 1 third to information or promotion. Equally a strongly informational content

would look substantially denser for 2 thirds of the page.Avoid over complicated messaging and cluttered communications.Where possible reduce the volume of stories and copy to ensure clarity.We illustrate some examples on the following pages on how the grid provides the foundation for a variety of bold, bright and easy-to - follow communications.See the Applications section for further examples of using the grid to bring both life and consistency to all our designs.

–09.Applications

Applications–Inspirational

This is a good example of an inspirational layout where the dominant genre is visually stimulating.

2/3

1/3

Mercy Ships operates the world’s largest charity hospital ship delivering free health care to the poorest people

–09.Applications

Applications–Informational

This is a good example of an informational layout.

DO you DARE TO WEAR?Here’s how...

Before1. Choose a day to hold

your Dare to Wear Day in Summer Term 2011 and put it in the school diary

2. Decide on a suitable donation for taking

part by everyone wearing their coolest, wackiest, most glamorous shades. We suggest either £1 or £2 per participant

3. Raise awareness about the gift of

sight at assembly, and the importance of wearing protective sunglasses

4. Regularly remind your pupils and staff about

Dare to Wear Day – when, why and how

5. Complete the poster on the reverse

and display somewhere prominent to publicise your event

ON THE DAY

1. Have fun and don those funky shades

2. A pair of Dare to Wear cut out sunglasses in

different colours can also be downloaded from our website for those who dared to forget

3. Collect donations in from all pupils and

staff taking part

4. Take some funny pictures and cool

group shots

AFTER1. Send your donation

for the total proceeds for Dare to Wear 2011 by cheque made payable to Mercy Ships UK

2. Don’t forget to include pictures from your

Dare to Wear Day and we’ll put them on our website

3. We’d like to have your comments so please

download and complete our Feedback Form and return this with your donation

For more Posters, Fact Sheets about Mercy Ships and Sierra Leone, and additional Fundraising Ideas to make your Dare to Wear day even more memorable, visit our website www.mercyships.org.uk/dare-wear

Mercy Ships UK, The Lighthouse, 12 Meadway Court, Stevenage SG1 2EF

[email protected] | 01438 727 800 | Scotland - 01899 830475 www.mercyships.org.uk | twitter.com/mercyshipsuk

Registered Charity Numbers 1053055 and SCO39743 (Scotland)

Thank YouWe’ll send your school a Dare to Wear 2011 Certificate to say a BIG Thank you

–09.Applications

Applications–Promotional

This is a good example of a promotional piece.

10

Your support will help us continue to transform and save the lives of men, women and children in Africa

£340 Tumour Removal: Provide complex surgery to repair a disfiguring tumour

£170 Cataract Operation: Open blind eyes through cataract surgery

£60 Maxillofacial Surgery: Help towards the transformation of a

person’s face through corrective surgery

£50 Agriculture Training for One Person: Help to teach a person how

to permanently provide food for their family

£15 Pack of Bandages: Provide 50 assorted bandages, essential for

patient recovery and healing

£9 UV-Blocking Glasses: Provide 3 pairs of sunglasses to protect

newly opened eyes from the sun

Here’s how the money you raise could make a difference:

2/3

1/3

–10.Black & White

Black & White–Some of the promotional material may be required to be translated as mono or Black & White artwork.

Here we have some examples of these variations.

To generate these you must select the text, vectors and strokes and colour them individually.

Images like the egg cup will have to be converted to grayscale in Photoshop.

You are invited to my Big Easter Breakfast in aid of Mercy Ships

When

Where

Time

RSVP

I hope you can join in. Every pound we raise will go towards the Africa Mercy hospital ship.

www.mercyships.org.uk twitter.com/mercyshipsuk



When

Where

Time

RSVP





When

Where

Time

RSVP




–Original colour

–Mono colour

–Black & White

–Designed by Hybrid Communications, London. www.hybridcom.co.uk

Contact–For more information contact:

Paul SheehanDeputy Head of FundraisingMercy Ships UK01438 727800 [email protected]

Ashley GoodallHybrid Communications0207 462 [email protected]: www.Hybridcom.co.uk

–www.mercyships.org

Documents

Mercy Ships UK Promotional Guidelines May_2011