brand guidelines - .net framework

Brand GuidelinesSeptember 2013

Introduction to Stoptober

Page 4 – Tone of voice

Page 5 – Logo variations and sizing

Page 6 – Badge sizing

Page 7 – Logo and badge positioning

Page 8 – Colour palette

Page 9 – Typography

Page 10-12 – Partnerships with Stoptober

Page 13 – Local support materials

What’s inside

Introduction to Stoptober

What is Stoptober?Launched in 2012, Stoptober is an innovative and fresh initiative from Public Health England. It is a mass participation event to encourage people to stop smoking. Participants are invited to challenge themselves to stop smoking for an initial 28 days. Stoptober takes place at a grassroots level and is supported by a national marketing campaign including TV and radio. People who join Stoptober can opt for the support of a 28 day app, text service and a Stoptober pack.

Stoptober is a brand in its own right. To visually bring this to life, we have created a brand identity for Stoptober that feels individual and specific to this mass movement.

In 2012:

• Over275,000registeredforStoptober

• Nearly500,000supporttoolswereordered

• 1.3mpeoplevisitedtheSmokefreewebsite

• 150,000Stoptobertweetswereposted

In2013,wewanttomakeStoptoberbiggerandbetter and encourage more smokers to be part of the Stoptober challenge. We need more partners to get involved to help us make this happen.

Who can use the Stoptober brand?Stoptober will be most successful if it is supported by brands, organisations and individuals that are already active in local communities. In 2012, we worked with a range of organisations – from Johnson & Johnson to Southwark Council.

We would encourage you to seek out opportunities to motivate people to join Stoptober and support them through their quit attempt, such as including the Stoptober logo or badging device in your promotional materials or internal communication plans. By building activity through multiple channels, we can create a feeling of ‘we’re all doing it together’.

By using or creating materials with the Stoptober brand, you are agreeing to abide by the guidelines and restrictions detailed here. If you are found to be using theStoptober,NHSorSmokefreebrandsinawaythat is contrary to these guidelines, you agree to desist on request by Public Health England.

Who cannot use the Stoptober brand?Any nicotine containing product or brand that is not approvedbytheMHRAand/orNICE.Forexample the following products would not be able to use the Stoptober brand:

• E-cigarettes(eitherasaquittingaidoralternative) if their products are not licensed

• NonNICEapprovednicotinereplacementproducts

Any service or therapy that has as their main stated aim toaidsmokingcessationbutisnotapprovedbyNICEunless they are a recognised Local Stop Smoking Service. Forexamplethefollowingserviceswouldnotbeabletouse the Stoptober brand:

•Smokingcessationhypnotherapists

If you are unsure of whether you can use the Stoptober brand, please email [email protected] for clarification.

Stoptober is a new initiative with a positive and supportive tone of voice.

Tone of voice

Sign up

Cliff edge

Trepidation

Lonely

Top down

Join in

Small victories

Optimism

Together

Grassroots

Logo variations and sizing

Colour logoThe Stoptober logo should, wherever possible, be reproduced in blue with a red dot.

Colour variantsIn some cases you may have to produce the logo in mono, or reversed out of a colour.

Sizes Minimumsizeoflogo(basedonA4page) A4&below-40mmwidth.

Mono LogoStoptober mono logo on white

Reversed LogoStoptober reversed out of grey

Reversed LogoStoptober reversed out of a colour

Reversed LogoStoptober reversed out logo mono

40mm

Maximumsizeoflogo(basedonA3page) UptoA3-70mmwidth.

70mm

The Stoptober logo is for use in approved partner materials. See the Partnerships with Stoptober pages on guidence on who can use it.

Stoptober badging device

Badge sizesTheStoptoberbadgeisforuseinpartner-createdmaterials.SeethePartnershipswithStoptoberpagesforguidanceonwhocanuseit.

Minimumsizeofbadge-30mmwidth(basedonA4page).

30mm

Minimum size of A6 & below -20mmwidth.

20mm

Maximumsizeoflogo-55mm width(basedonA3page).

55mm

Logo and badging device positioning

To preserve the Stoptober logo’s integrity, always maintain a minimum clear space around the logo. The minimum clear space is defined by the height of the “t” in the wordmark.

Please use the same exclusion zone rules as the stand alone Smokefree logo on the logo page.

✗✔

X

X

X

X

X

X

XX

X

X

Colour palette

The Stoptober colour palette is clean and fresh to reflect that it is a new campaign.

When the Stoptober logo is used on a coloured background the shadow changes colour, the shadow under the Red dot should always be set as a multiplied layer.

Stoptober Blue Pantone 298 c52 m0 y1 k0r114 g199 b231

Web 98ccec

Stoptober Green Pantone 368 c65 m0 y100 k0r91 g191 b83

Web 69BE28

Stoptober Yellow Pantone 1235 c0 m36 y98 k0 r255 g182 b18

Web FFB612

Stoptober Aqua Pantone 3272 c100 m0 y47 k0 r0 g170 b158

Web 00A599

Stoptober Purple Pantone xxxx c30 m45 y00 k00 r177 g153 b193

Web B192C4

Stoptober Red Pantone 1807 c20 m100 y95 k05 r152 g15 b32

Web 980f20

Stoptober Shadow c0 m0 y0 k30

Typography

Smokefree Sylvia Regular

abcdefghijklmnopqrstuvwxyz£%?.,ABCDEFGHIJKLMNOPQRSTUVWXYZ

Smokefree Sylvia Medium

abcdefghijklmnopqrstuvwxyz£%?.,ABCDEFGHIJKLMNOPQRSTUVWXYZ

Smokefree Sylvia is a special cut of Sylvia, redrawn especially with cleaner numbers & punctuation. This will allow us to use it for all applications. Please ensure you are using this version, and not standard Sylvia.

PleaseuseonlyRegularorMediumonStoptoberrelatedadvertising.Settight(-50inInDesign).Thiswillhelpkeeptheoveralllook&feelclean. NHSandlocalgovernmentorganisationsareabletodownloadthefontsfromtheSmokefreeResourceCentreatwww.smokefree.nhs.uk/resources.

Otherorganisationscanrequestthefontbyemailingwendy.manuel@phe.gov.uk.

Partnerships with Stoptober

IfyouarecurrentlyapprovedtousetheNHSandSmokefreebrands,eg.ClinicalCommissioningGroupsorClinicalSupportUnits,Stoptobermaterialsmaybelocalisedasshownhere.Local-authoritycommissionedstopsmokingservicescancontinuetouseNHSbranding.Thiswillbereviewedin timeforthestartofthefinancialyear2014/5.Pleasenote,thatwhenusingtheSmokefreebrand,theNHSlogoshouldalwaysbeusedalongsideit. FordetailedinformationonusingtheSmokefreebrand,pleasedownload the NHS brand guidelines. Localisation should only appear once.

Supporting brand

Supporting brand

Leading brand

It’s likeOctober butwithoutcigarettes.

People all over the country will be stopping smoking for 28 days.Make it to the end and you’re 5 times more likely to stop for good.There’s lots of free support to help you stay on track.

Starts 1st October

Join in now - search Stoptober online or text FREE to 60046 for your free pack.

http://smokefree.nhs.uk/resources/wp-content/resources/files/pdf/SF_Guidelines_inter.pdf


IfyouarecurrentlynotapprovedtousetheNHSandSmokefreebrands,partnersmayinserttheirlogointhebottomrightcornerofthistemplate(whichdoesnotincludetheNHSorSmokefreelogos).Thelogoplacementwillbeclearlymarkedin the template and it must be used as indicated.

Leading brand

Templated logo placement

We’re part of Stoptober

It’s likeOctober butwithoutcigarettes.

People all over the country will be stopping smoking for 28 days.Make it to the end and you’re 5 times more likely to stop for good.There’s lots of free support to help you stay on track.

Starts 1st October

Join in now - search Stoptober online or text FREE to 60046 for your free pack.


Using Stoptober in partner-created materialsApprovedpartnerscanonlyco-brandtheirownmaterialsbyusingthebadgingdeviceasshownhere.UseoftheNHSorSmokefreebrandsis not permitted. In this instance, the Stoptober brand becomes the endorser.

This is subject to approval by the Public Health England partnerships team.

Challenge yourself to

stop smokingthis October

A3STB

Visit the Pharmacy today for free advice and support

STOPTOBER. . .

Join intoday

297 x 420mm

226

V5XX LS 21186

Stoptober

A3 poster

100%

A3STB

Tesco

Local support materials

We are developing local support collateral to help our partners, stakeholders and Local Stop Smoking Services amplify Stoptober throughout local touch points nationwide. The collateral is being designed to encourage smokers to join the 28 day smoking challenge and can be used for the entire campaignperiod.SomematerialswillbeavailablefordownloadontheSmokefreeResourceCentreaseditablePDFfiles.

Creativefrom2012.Subjecttochangein2013.

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