Family Fund | Logo Family Fund corporate branding guidelines

Family Fund | Logo
The logo consists of three elements:
the dandelion (logo), the Family Fund name
and style (logo type) and the strap line.
The Family Fund logo has been specially
designed and may only be reproduced
from master artwork held by the
Communications department.
The Family Fund logo must always appear
in the relationship shown below. The logo
must not be rearranged or the colours
changed outside of these guidelines.
All elements and their relationship with
each other have been carefully designed
and must never be altered. Do not stretch,
distort, alter or recreate the logo in any way.
Family Fund corporate branding guidelines
Family Fund corporate branding guidelines

Family Fund | Logo
The logo consists of three elements:
the dandelion (logo), the Family Fund name
and style (logo type) and the strap line.
The Family Fund logo has been specially
designed and may only be reproduced
from master artwork held by the
Communications department.
The Family Fund logo must always appear
in the relationship shown below. The logo
must not be rearranged or the colours
changed outside of these guidelines.
All elements and their relationship with
each other have been carefully designed
and must never be altered. Do not stretch,
distort, alter or recreate the logo in any way.
Dandelion logo
Strapline
Logo type
Family Fund corporate branding guidelines

Family Fund | Logo – incorrect usage
Here are some examples of how the logo looks like when used correctly and incorrectly.
CORRECT USAGE INCORRECT USAGE
Logo on white
Logo on corporate sky background
White out logo on corporate colour background
Stretched
Squished
Slanted
Changed Colours
Logo element moved
Missing logo element
Missing Strapline
Pixelated or blurred
Overlaid on photo
background
Incorrect logo overlaid
on incorrect colour
background
Family Fund corporate branding guidelines

Family Fund | Logo – positioning
To ensure that the Family Fund logo
has maximum impact, it must always
appear on a white background when
displayed on any form of literature or
printed materials. To protect it, we have
defined a minimum position area which
should not be infringed upon by any
other image or typographical element.
Wherever possible an even greater area
should be left clear of the other elements.
Family Fund corporate branding guidelines

Family Fund | Logo – minimum size
To retain legibility at all times, it is essential
that the logo is never reproduced below the
minimum size. The logo must not appear
smaller than 40 mm across.
Family Fund | Logo – black and white literature
The logo must never be printed on literature
on anything other than its original colours
unless black and white is only available.
A black and white version of the logo has
been developed for this purpose.
40mm
Family Fund corporate branding guidelines

Family Fund | Logo – Dandelion
The dandelion on the logo can be used
in its own entirety on literature only
when the logo has already been used.
The dandelion has been developed for
this purpose with a white background
and a transparent background.
White background Transparent background
Family Fund corporate branding guidelines

Family Fund | Intranet logo and clothing
This logo has been developed for the
purpose of the Family Fund’s intranet and
clothing only. This logo is to be used when
on a purple background (Pantone 2597),
CMYK: 80/99/0/0,
RGB: 92/6/140,
HTML: 5C068C.
Family Fund corporate branding guidelines

Family Fund | Colours
The colour palette for Family Fund consists
of four main colours which have been
selected to compliment the core colour
of purple.
Colour references accurate to Pantone Colour Bridge Coated Plus Series colour book.
WHITE
PURPLE
YELLOW
GREEN
Pantone 2597 C
CMYK C: 80 M: 99 Y: 0 K: 0
RGB R: 92 G: 6 B: 140
HTML 5C068C
Pantone 123 C
CMYK C: 0 M: 19 Y: 89 K: 0
RGB R: 255 G: 199 B: 44
HTML FFC72C
Pantone 363 C
CMYK C: 76 M: 3 Y: 100 K: 18
RGB R: 76 G: 140 B: 43
HTML 4C8C2B
Family Fund corporate branding guidelines

Family Fund | Tone of voice
The Family Fund creates communications for
a variety of target audiences such as staff,
Government officials, sector representatives
and our families.
These audience segments will have differing
reading ages and literacy levels, therefore it
is important that our communications are
accurate, easy to understand and comply
with plain English, (www.plainenglish.co.uk).
Where referring to medical conditions, advice,
research or practices, there may be a need to
Believe to achieve
At seven months old Lyndon contracted meningitis,
losing both legs, half his right arm and the fingers on
his left hand. Mum Tammy had no idea what kind
of future her son would have.
Lyndon had his first trip to the swimming
pool when he was a year old. “He was
a natural and we used to take him
swimming every week” says Tammy.
His attitude to life held no barriers for
him and he came up with a motto
“you have to believe to achieve.”
He entered his first swimming competition
at the National Junior Disability
Championships in Sheffield. “I was so proud”
says Tammy, “soon he was
winning medal after medal.”
Lyndon is now waiting to
hear if he’s made it into the
London 2012 Paralympic team. He
is managing to find spare time to fulfil
another ambition – learning to drive –
after the Family Fund stepped in to help
pay for lessons so he can become more
independent and realise his aspirations.
Changes to benefits
use complex sentences and words. In this case
all jargon should be explained in full using
simple explanations where appropriate.
As the Fund deals with sensitive information
and vulnerable people, a terminology paper
has been developed to aid writing of copy.
Principles of our communications:
Clear, simple, with the audience in mind,
positive, fair, focused on the topic, tested
where possible and give the audience the
chance to feedback.
A snapshot and how
to get more information
Changes to benefits and credits can be a very worrying and confusing time, there are many ways
We make a difference to the
lives of disabled children,
young people and their
families across the UK
www.facebook.com/familyfund
www.twitter.com/familyfund
Why not visit
more than
91p
in every £1
reaches
families as
grants.
We give grants
for essential items
such as washing
machines, cookers,
bedding and much
needed family breaks.
www.familyfund.org.uk to find out more.
Private company limited by guarantee. Incorporated in England and Wales. Registration no. 3166627. Registered charity number 1053866. Scottish charity number SC040810.
These examples of an advert and news
article show how writing style is adapted
dependent on the purpose and audience
of the piece.
Family Fund corporate branding guidelines

Family Fund | Written style guide
The Family Fund uses plain English throughout all of its communications. Here
are a few points on how the Fund structures and styles its communications:
1. Start with a summary or introduction
2. Use a logical order
3. Clear headings and sub-headings
4. Short sentences and paragraphs
5. Highlight and bold text for emphasis
6. Use a range of graphics, icons and
imagery to complement the text
and engage the reader
7. If a lot of jargon is used, a glossary
is provided
8. Active/personal language where
appropriate (you and we)
9. Gender neutral language
10. Page numbers and colour coding
to aide navigation
11. Left aligned rather than justified text
12. Spell words out in full
13. Bullet lists to help simplify information
14. Only use capitals for the start of
sentences, proper nouns and medical
conditions where appropriate
15. Spell out numbers up to 10
16. Time written as a 12 hour clock
e.g: 10.00am, 1.00pm
17. Date written as day, month and year
e.g: 1 April 2012
Example of poorly written paragraph:
59,000 families raising seriously ill
or disabled children for 39 years
who are on a low income and fall
into our disability criteria across
the UK with grants of over £33m
only helping with disabilities like
ASD or ADHD.
How the paragraph on the left can be
written clearly, making it easier to read:
The Family Fund
For over 39 years, the Family Fund
has made a difference to the lives
of low-income families raising
seriously ill and disabled children.
Last year
In 2011/12 the Fund helped over
59,000 families across the UK
with over £33million in grants.
Who we help
To meet the Family Fund’s disability
criteria, children and young people
must have additional complex
needs, or have a serious or life
threatening illness. For example,
a child with Autistic Spectrum
Disorder (ASD).
Family Fund corporate branding guidelines

Family Fund | Typography usage
The designated Family fund typeface is Myriad.
It is a simple and modern typeface that is easily
legible at small sizes and has purity of line
and form when used at larger sizes.
Electronic desktop typeface wherever
possible is Verdana.
Verdana is our corporate type face in
desktop when Myriad is not available
and with internet applications.
Size
Headings - minimum 26 pt
Subheadings – minimum 14 pt
Body copy – minimum 12pt
The Family Fund adhere to the RNIB
guidelines which stipulate that the minimum
font used is 12 point. We do strive for this
for accessibility reasons but there may be
occasions where this is not possible. Please
contact the Communications team for advice:
comms@familyfund.org.uk
Style
It is prohibited to manipulate the typeface.
Effects such as stretching, condensing,
outlining or the addition of a drop shadow
must never be used.
Family Fund News
Tougher times sees
a greater need for
the Family Fund
More families are facing tougher times, so
it is not surprising that the Fund has seen
more families needing help in order to
care for their children. Families applying
to the Fund for the first time increased by
2,832 in 2011/12 and we were able to help
over 59,000 families with grants worth
£33million across the UK.
We saw funding run out in Northern Ireland
ahead of the new financial year in April 2012.
We thank all families in Northern Ireland for
their patience as we deal with the backlog
of requests for this year. The funding has
been confirmed at the same level as 2011/12
so we will try our best to reach as many
families as possible throughout this year. It
is a concern that our funding will run out
again and therefore some families may not
receive our help, but we are doing all we can.
In England and Wales the funding has been
Colour
can help the
increasing number
of families coming to us.
In Scotland, we have received a slight
reduction in our funding but again we are
doing what we can to mitigate any effect
on families.
The challenge is greater than ever and we
are committed to providing as much help
as we can to those families who apply for
a grant. We continue to be grateful for the
great support we receive from a variety of
key figures including politicians and senior
civil servants across the four countries. They
understand what a difference the Family Fund
makes and recognises the essential work we
do to highlight the issues these families face.
Copy can appear in black, purple or white.
In specialist publications, other colours may
be used to highlight text or as a headline text.
Copy must never appear in the colour yellow.
Spring 2012
www.familyfund.org.uk
contents
Value of our visits 2
take a Break Scotland 2
Changes to benefits 2
– snapshot and how to
get more information
Keep in touch, calling all families 3
Believe to achieve 3
Well needed break 4
Love to read 4
Driving up costs 4
Show your support for
the Fund in the Dragon
Boat Challenge.
see page 4
Family Fund corporate branding guidelines

Family Fund | Photography
Photos and images can be the simplest way
to convey the Fund’s values. Our families are
at the heart of everything we do and should
be represented in our communications.
The Family Fund will not use images
provided by photographic studios and will
only use photographs of their own families,
with the families permission.
All images are: of high quality, representative
of family life, able to be cropped for
differing publication styles, clear of external
commercial branding, clear of busy
backgrounds and have good lighting.
Images should not be stretched or distorted
in any communications.
The Family Fund uses contract
photographers to update its stock of images.
Stock photos are only used by the Graphic
Designer for specific requests when there is
no relevant imagery in our library.
Family Fund corporate branding guidelines

Family Fund | Social Media
The Family Fund Twitter page uses the
Family Fund logo as its avatar graphic.
Our Facebook page uses a cover image
of the logo with a sky background and
outlines the website address.
The profile picture is the dandelion on
a purple background, in this instance to
complement the cover image.
Family Fund corporate branding guidlines

Family Fund | Website
The Family Fund website encompasses
a range of imagery, graphics and text to
showcase the work of the Fund. The sky
theme is used throughout with circular
imagery for our family case studies.
Family Fund corporate branding guidelines