A quick guide to our brand - the essentials
Our logo
Use it big
and bold wherever possible and always on a 3 degree angle.
Our strapline - Change attitudes. Find a cure. Join us. - always
appears with our logo. It's an important part of our design because
it tells people what we do.
We have 2 versions of our logo:
- a long version which appears on a single line
- and a stacked version spread over 4 lines
Find out more about our logo
Font
This is our very own Parkinson's UK stencil font.
When people see it, we want them to think of us.
We use the stencil font for headlines, placard messages and
expressive copy to grab people's attention. We use it in cyan (on a
white background) or white (on a cyan background).
Our everyday font is Arial.
We also use Foundry Sterling in our printed materials.
Colours
Our
main colour is cyan - a bright, vibrant and friendly blue.
We also use white and black. And on the website we use a darker
version of cyan too.
Remember to carefully balance the use of cyan and white.
We need to use enough cyan, so people know it's us, and enough
white so the cyan stands out.
Only using 3 colours helps us stand out from the crowd.
The frame
"The frame" is an angled border which is
positioned at a 3 degree angle - as if a rectangle
has been quickly placed down on another surface.
The frame can be used in many ways:
- as a striking backdrop for the Parkinsons UK stencil font
- to frame images
- to create space around our logo
- in layouts, to hold information
The frame makes a big difference to the way we look and helps us
stand out from the crowd.
Find out more about the frame in our brand guidelines
Photos
Our photos are positive, real
and believable.
We have 3 styles of photography:
- placard
- portrait
- and real life
The main style is of people holding placards with messages in
the Parkinson's UK stencil font.
This is a great way for people to get involved and be part of
our brand.
Our real life and portrait photography reflects our
determination and supportive side.
Messages
We use short, simple statements to get our messages across.
One of the
main ways we'll do this is by using messages on placards in some of
our photos.
But we'll use little messages in lots of other creative ways
too.
Personal messages bring the "change attitudes" part of our
strapline to life, helping us change public perceptions of
Parkinson's.
How we write
We use friendly, conversational and everyday language that
everyone can understand.
The language we use gives people a good indication of what we're
like as a charity.
We want to make sure everything we produce expresses our
personality and reflects our brand values - short, simple, bold,
bright and human.
We want people to know we're active, passionate and determined.
A good piece of writing will help people understand more about the
charity and even inspire them to do something they haven't done
before.
- The "how we write" section in our brand
guidelines gives you lots of examples of how we write.
How to describe Parkinson's UK
We must tell people who we are and what we do very clearly,
every time we communicate with them.
It will help more people know about us and become familiar in
our work.
We've created 4 consistent ways to describe Parkinson's UK to
help us do just that - there's a very short version, short, medium
and long. Use these when describing the charity.
Any questions?
If you need any help with using our new brand, please email us
at brand@parkinsons.org.uk
- email
-
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