Our colours - Macmillan Cancer Support

Macmillan Cancer Support – Brand identity guidelines – October 2011 22Colours – an overviewIn the words of HenryFord ‘You can have anycolour, so long as it’sblack’ – well green really.When people think‘green’, we want themto think ‘Macmillan’ – orvice versa, it doesn’t reallymatter, as long as it’sGREEN.Our greens give our communicationsenergy – especially when you throw insome white space to help the greenelements stand out.Overall we’re simple andstraightforward. In a busy, high-gloss,colour saturated world, we can standout more by going back to basics –honestly it really works.We also have a secondary colourpalette that’s used for addinginformation where just green would beimpractical (eg wayfinding or sectionsin a long document).

Macmillan Cancer Support – Brand identity guidelines – October 2011 23Colours – how to use them: greenUsing our colours in aconsistent way gives ourdesigns authority andassures our users thatwe are who we say weare. It fosters trust andrecognition.Using the greens• Keep It Simple Stupid! Don’t feel theneed to use all three greens. One ispreferable. Two is normally enough.All three will look busy or cluttered• Use them randomly. Our logo,fonts and silhouettes appear inany of our greens. This keeps ourcommunications fresh• Use lots of white space – it helpsmake things more readable andgives us stand out• Silhouettes and headline should onlybe in green (or white on green)• Green should always be the firstchoice of colour for any design• When using the secondary palette,the overall impression should stillbe ‘green’• Don’t use too much white text ongreen background (be especiallycareful using white body text out ofour light green)

Macmillan Cancer Support – Brand identity guidelines – October 2011 26Colours – do’s and don’ts1Check out the font of allfundraising knowledgeHave a look in our Little Green Book ofFundraising Ideas which you can downloadat macmillan.org.uk/fundraisingideas. It’spacked with 101 tried and tested ways to raisemoney, so there’s bound to be one that suits you.2Get by with a little help fromyour friendsGet your nearest and dearest onboard – they could be your greatest assets.Ask them to:• sponsor you• pass on your sponsorship form or linkto your online page to all their friends• help out at any of your fundraising events,for example by donating stuff for a car bootsale or turning up in force for your pubquiz night.3Get work involvedThere are lots of ways you can usethe workplace to fill your fundraisingcoffers. Make the most of inter-team rivalryby organising an office Olympics, bake offor quiz night. Find out if your company operatesa matched-giving scheme. If they do, they’llmatch the money you raise pound for pound– double the funds in one go.And don’t forget to use your work intranet,noticeboard or email to let everybody knowabout your event (check with your boss first,though). For example, adapt the signature atthe bottom of your email – just provide somedetails and a link to your online page.5Have a knees-upHold a quiz night, race night or disco. Pubs,bars and restaurants are often willing todonate a room or private area for free onweekdays in return for you getting people throughthe door.6Make the most of the internetDon’t let your digital efforts stop at creatingan online sponsorship page – why not set upa blog so your sponsors can keep track ofwhat you’re doing? Blogging sites such as twitter.com are ideal for this, or specialist sites such asrealbuzz.com, for example.Or perhaps you’d like to set up a Macmillantribute page and tribute fund in memory of a lovedone? It’s a great way of remembering your loved oneand you can collect your sponsorship money theretoo. Find out how at macmillan.tributefunds.com7Set up an online sponsorship pageCreating your own online sponsorship pageis a great way to raise loads of money. Themoney’s paid directly to us so you don’thave to do anything but publicise your page. Andit means you can tell everyone about your eventquickly and simply. Which means your friends,family and colleagues can also donate quickly andsimply, using a credit or debit card.Just head over to one of the many onlinefundraising providers out there, such as JustGiving,Virgin Money Giving or BT MyDonate. They’re easyto set up and you can personalise your page withphotos and some details about why you’re takingpart in your challenge event. Just email it to everyoneyou know and watch the sponsorship money roll in.1Check out the font of allfundraising knowledgeHave a look in our Little Green Book ofFundraising Ideas which you can downloadat macmillan.org.uk/fundraisingideas. It’spacked with 101 tried and tested ways to raisemoney, so there’s bound to be one that suits you.2Get by with a little help fromyour friendsGet your nearest and dearest onboard – they could be your greatest assets.Ask them to:• sponsor you• pass on your sponsorship form or linkto your online page to all their friends• help out at any of your fundraising events,for example by donating stuff for a car bootsale or turning up in force for your pubquiz night.3Get work involvedThere are lots of ways you can usethe workplace to fill your fundraisingcoffers. Make the most of inter-team rivalryby organising an office Olympics, bake offor quiz night. Find out if your company operatesa matched-giving scheme. If they do, they’llmatch the money you raise pound for pound– double the funds in one go.And don’t forget to use your work intranet,noticeboard or email to let everybody knowabout your event (check with your boss first,though). For example, adapt the signature atthe bottom of your email – just provide somedetails and a link to your online page.4Have a knees-upHold a quiz night, race night or disco.Pubs, bars and restaurants are often willingto donate a room or private area for freeon weekdays in return for you getting people throughthe door.5Make the most of the internetDon’t let your digital efforts stop at creating anonline sponsorship page – why not set up a blogso your sponsors can keep track of what you’redoing? Blogging sites such as twitter.com are idealfor this, or specialist sites such as realbuzz.com,for example.Or perhaps you’d like to set up a Macmillan tributepage and tribute fund in memory of a loved one? It’s agreat way of remembering your loved one and you cancollect your sponsorship money there too. Find out howat macmillan.tributefunds.comi lovecake4Keep it localTo keep the sponsorship moneyrolling in, why not make the mostof your neighbourhood. Head down to yourlocal supermarket to make a collection or packshoppers’ bags for a small fee. And don’t forgetto contact us for Macmillan T-shirts first.You could also ask local organisations, clubsand associations to support Macmillan throughyou. Approach local companies who you knowpersonally. If they’re unable to donate money,ask for a prize which you can use in your otherfundraising activities.justgiving.com/macmillanvirginmoneygiving.combt.com/mydonateMost online fundraising providers will let you create awidget, which you can place on Facebook, and othersocial media pages, as well as your work intranet.You can also collect your sponsorship money viaJustTextGiving – just ask people to donate using asimple text message. Set it up and run it for free atjustgiving.com/justtextgivingKeep it simple. One colourworks best……if two colours can addemphasis and still look bold,then you can use two, butsimplicity is key……three (or more) meansyou’re struggling – could thedesign be simpler?Don’t cram things in……use loads of white space(and not so much copy andcolours)Don’t use the secondarycolours (or any other colour)for silhouettes or MacmillanHeadlineADVERTORIALAdvice on dealing with thefinancial impact of cancerWhensomeone isdiagnosedwith cancer,money maynot be one ofthe first thingsthey think about. But cancer canbe expensive in ways they maynever have expected. This is whywe produce a range of resourcesfocussing on money matters andcancer. Titles include Help withthe cost of cancer and Managingyour debt. Our specialist benefitsadvisors can give help over thephone and face to face.How to tackle practicalissues and who can helpAs you know,cancer can bea world of theunexpectedand theunknown fora patient,leading to many questions.Where can I get a quality wigfrom? How do I talk to my familyabout my cancer? What rightsdo I have at work? MacmillanHelp to cope with theemotional effects of cancerTo helppatients andcarersunderstandthe emotionsaffecting themand how tocope with them, Macmillanproduces a number of helpfulresources that feature lots ofpractical advice. These include thebooklet The emotional effects ofcancer and a handbook for carerscalled Hello, and how are you?Expert medical informationon cancers and treatmentsBeing ableDon’t use black unless there’sno alternative, eg press ads(it’s not exactly full of life is it?)to readinformationon a specificcancer ortreatment intheir own time,at home, can be extremelyreassuring for a person withcancer and their family. Macmillanoffers comprehensive high-qualityinformation on cancer types andHigh-qualityinformationMacmillan patientinformation resources are:• developed in associationwith cancer experts andpeople affected by cancer• certified by TheInformation Standardscheme• regularly commendedin the British MedicalAssociation book awards.Register today atbe.Macmillan.org.ukand order freepatient informationresourcesYou can use tints if you needto, but try to remember we’rebold and simple not clutteredand fussyOur cancer supportspecialists, benefits advisersand cancer nurses areavailable to answer anyquestions your patientsmight have through our freeMacmillan Support Lineon 0808 808 00 00 andat one of our manyInformation and Supportwe love cakewe love cakewe love cakewe love cakewe love cakewe love cakeDon’t use secondary coloursunless you have toDon’t use the wrong colourbreakdowns…CoatedUncoated…yes this means the rightbreakdowns for coated anduncoated