Brand guidelines...1.2 Why do we need brand guidelines? 5 1.3 How to use our name 6 1.4 Our strapline 7 2 Logo 2.1 The MCS logo 9 2.2 Sizing 10 2.3 Application and restrictions 11

Brand guidelinesBrand guidelinesUpdated: June 2016

Marine Conservation Society – Brand guidelines 2

Contents1 Introduction

1.1 MCS Strategy 2015-2020 41.2 Why do we need brand guidelines? 5 1.3 How to use our name 61.4 Our strapline 7

2 Logo2.1 The MCS logo 92.2 Sizing 102.3 Application and restrictions 112.4 Primary colourways 122.5 Alternative colourways 132.6 Applying the logo 142.7 Exclusion zone 182.8 Working with partner organisations 192.9 Use of our logo by other organisations 20

3 Colour3.1 Palettes 22

4 Graphic elements4.1 Rough edging and lines 244.2 Infographics 264.3 Signposting 27

5 Typography5.1 Print and graphics (primary typeface) 295.2 Print and graphics (secondary typefaces) 305.3 Digital (primary typeface) 325.4 Typeface usage 33

6 MCS in words6.1 Describing MCS 366.2 The MCS tone of voice 39

7 MCS in pictures7.1 Image guidelines 427.2 Photography (do’s and don’ts) 437.3 Photography: wildlife 447.4 Photography: people 477.5 Photography: engaging with the public 487.6 Photography: coastal scenes 497.7 Photography: raising issues and awareness 507.8 Permissions and credits 517.9 Image formats and specifications 52

8 Essential information8.1 The small print 548.2 MCS trade marks 55


1 Introduction


1.1 Introduction / Marine Conservation Society strategy 2015-2020

2015-2020 strategy ‘Our Seas Our Future’

our visionSeas Fit for Life – clean seas and coasts that support abundant

marine wildlife, sustainable livelihoods and enjoyment for all.

our missionTo drive change in government policy, industry practice and individual

behaviour that results in measurable improvements in the state of our

seas - improved biodiversity, healthier fish stocks and less pollution on

beaches and in the sea.

our approachThroughout our work we aim to inspire, inform, involve and influence everyone who can take action to safeguard our seas now and for future generations. We will:

inspire people to value the marine environment and to enjoy all that the coast and seas provide, through awareness and education.

inform and engage the public, governments and industry through effective communications and events.

involve people in our work through practical volunteer projects, campaigns, partnerships and promotion of sustainable behaviour.

influence governments and industries to turn their commitments and policies into action and pursue solutions that improve the health of our seas, shores and wildlife.

Our seas our futureStrategy 2015-2020

Download

our aimsMCS will focus its work over the period 2015-2020 on the following

priorities, to progress towards our vision of Seas Fit for Life:

Protecting marine lifeEstablish an ecologically coherent UK network of well-managed Marine Protected Areas (MPAs).

Sustainable fisheriesRecovery of fish stocks and reduced impact of fishing and fish farms on habitats, non-target species and marine ecosystems; and increase availability of sustainably wild caught and responsibly farmed seafood.

Clean seas and beaches Reduce litter and bathing water pollution at UK beaches.

Working seas Ecologically sustainable planning and management of major marine industries and our wider seas.

Engaging our audiences Increase public understanding, appreciation and enjoyment of UK seas and active involvement in marine conservation.


We know what we do. Well, we do... but does everyone else? Brand isn’t just the logo. Brand is made up of a number of different components: the ‘look’ or visual identity, the way we communicate, the work we do.

In a world full of brands, it’s vital that ours is recognised by the public, supporters, funders, industry, partner organisations and other charities. We can’t assume that because we recognise our brand everyone else does too.

Our brand must be strong and recognisable – it must set us apart from other organisations who have similar goals and audiences. In a crowded environmental charity world, our brand is key to helping us grow long and fruitful relationships with our supporters and wider audiences.

All of us who represent MCS must be able to communicate the brand with ease and confidence. From the Trustees, the CEO, the staff and volunteers – we should all know exactly how and what to communicate to ensure the MCS brand is as clear as crystal with public, partners, supporters and competitors.

In this document you will find everything you need to understand the MCS visual identity. How to use our name, how to use our logo, guidance on words you can use to describe MCS, use of colours, photographs and how to communicate the brand in different circumstances.

1.2 Introduction / Why do we need brand guidelines?


The Marine Conservation Society as an organisation is singular, so

The Marine Conservation Society is...

The Marine Conservation Society thinks...

The Marine Conservation has...

Or

MCS is...

MCS thinks...

MCS has...

Never

The Marine Conservation Society are...

MCS have...

When using the acronym never prefix with ‘the’ – it is not – The MCS thinks...

When to use the acronym

In a report or grant funding application always use the full name first. If you are going to repeat our name regularly then refer to the acronym in brackets first then on its own:

The Marine Conservation Society (MCS) says... and then just MCS after that.

Remember, when tested, very few members of the public knew what the acronym - MCS - stood for, so please use it as little as possible to external audiences.

Needless to say, don’t use the abbreviation in brackets if you don’t intend to use it again.

1.3 Introduction / How to use our name


Puffin © John Archer-Thomson

W www.mcsuk.org facebook.com/mcsuk twitter.com/mcsuk

Protecting our seas, shores and wildlife

Registered Charity No: 1004005 (England & Wales); SC037480 (Scotland). Company Limited by Guarantee No: 2550966. Registered in England VAT No: 489 1505 17.

468-

2015

Love the sea? Love wild life? Why not join the Marine Conservation Society?To become a member, please call us 0300 3300 704 or join online at www.mcsuk.org/membership

Marine Conservation SocietyOverross House, Ross Park, Ross-on-Wye, Herefordshire, HR9 7QQ

T 01989 566017E [email protected] W www.mcsuk.org

facebook.com/mcsuk twitter.com/mcsuk

Registered Charity No (England and Wales): 1004005Registered Charity No (Scotland): SC037480Company Limited by Guarantee No: 2550966 Registered in England VAT No: 489 1505 17

Thanks for buying this calendar.100% of the profits go to protecting our seas, shores and wildlife.

Protecting our seas, shores and wildlife42

3-20

15

Marine Conservation Society

Overross House, Ross Park,

Ross-on-Wye, Herefordshire,

HR9 7QQ

T 01989 566017

E [email protected]

W www.mcsuk.org

facebook.com/mcsuk

twitter.com/mcsuk

Registered Charity No (England and Wales): 1004005

Registered Charity No (Scotland): SC037480

Company Limited by Guarantee No: 2550966

Registered in England VAT No: 489 1505 17

© Marine Conservation Society 2015. All Rights Reserved.

Our strategy is a blueprint for

the future of our seas as we

head towards 2020.

Your support is crucial to ensure our

seas are fit for life – for marine life,

livelihoods and future lifetimes.

Thank you for your interest.



The strapline does exactly what it says on the tin... it tells people what we do. When tested, the word ‘protecting’ struck a particular resonance with members of the public. It indicates our sincerity to ensure that the UK’s coastal waters, beaches and wildlife are saved for future generations.

The strapline should be used on corporate materials and literature where appropriate. It should not be overused, only appearing where space allows and in an introductory or sign off fashion.

Head Office Overross House

Ross Park, Ross-on-Wye Herefordshire HR9 7QQ

T 01989 566 017 E [email protected]

Scotland Suite 7 CBC House24 Canning Street

Edinburgh EH3 8EGT 0131 633 4000

E [email protected]

www.mcsuk.org


President: HRH The Prince of Wales KG, KT, GCBRegistered Charity No (England & Wales): 1004005 Registered Charity No (Scotland): SC037480Company Limited by Guarantee No: 2550966 Registered in England VAT No: 489 1505 17

T 01989 566017 E [email protected] W www.mcsuk.org


Registered Charity No: 1004005 (England & Wales); SC037480 (Scotland)


1.4 Introduction / Our strapline

2 Logo


The primary MCS logo features a strong orange and blue colourway

on a white or transparent background. This logo should always be

used in the first instance over a white or light colour background.

Where the logo cannot be used due to a lack of contrast with

the background, or for technical reasons, there are a number of

other alternative options (shown on subsequent pages) which can

be used with the agreement of the Head of Communications or

Director of Fundraising and Marketing.

The MCS logo belongs to the charity and is trademarked. Only

our staff, corporate supporters and other selected groups and

partners have permission to reproduce our logo. It cannot be used

without the explicit consent of MCS, a licensing agreement or

memorandum of understanding. For more information on our trade

marks please go to section 8.2.

2.1 The logo / The Marine Conservation Society logo


The logo can be used in various sizes depending on the size of the artwork being produced. The size should fit with the objectives of the output, it should always be clear, but not so dominant that all other content is overshadowed - unless logo recognition from a distance is required, for instance on signage.

Our sizing guidelines

Minimum size – 25mm wideTypically this size might be used on business cards or pocket guides. Below this size the legibility of the lower type is compromised. Avoid smaller sizing except in exceptional circumstances.

A5 (148 x 210mm) – 35-45mm wide

A4 (210 x 297mm) – 45-55mm wide

A6 (105 x 148mm) – 25-35mm wide A3 (297 x 420mm) – 60-70mm wide

2.2 The logo / Sizing


It is important that the Marine Conservation Society logo is always applied correctly.

The logo must not be tampered with, or altered in any way.

Do not stretch

Do not change the layout

Do not compress Do not rotate

Do not add any effects Do not change the colour

2.3 The logo / Application and restrictions


The logo can be shown in a number of colourways depending on the circumstances, but primarily we use the Positive or Negative versions illustrated below. The next page illustrates our secondary colourways.

Positive - blue (Pantone 540c) and orange (Pantone 151c) Negative - white and orange (Pantone 151c) on blue (Pantone 540c)

Full colour

The Positive logo is to be used only on white or light backgrounds

The Negative logo is to be used only on blue (Pantone 540c) or the two alternatives shown on the next page

2.4 The logo / Primary colourways


In circumstances where the Primary Positive or Negative logos are not able to be used, consider these alternatives.

Negative - white and orange (Pantone 151c)

on grey

on black

Single colour and mono - used in rare cases, and where full colour is not available

on blue (Pantone 540c)

on black

2.5 The logo / Alternative colourways


The logo can be placed on a single colour background or an image where an area of solid colour allows the logo to be readable and clear.

Where the background colour is very light, use the ‘Positive’ logo, and where very dark, use the ‘Negative’ logo. The ‘Single Colour’ white logo

should where possible overlay colours which are complementary and in harmony with the brand colours.

Obtrusive background

Not enough contrast

Not enough contrast Not enough contrast

Don’t use non-brand colours

Do not switch logo colours Avoid solid orange

2.6 The logo / Applying the logo i


Not enough contrast The top left use is acceptable because the blues are complimentary

to the brand and are dark enough to allow the white and orange of

the ‘Negative’ logo to contrast.

The top right use is not acceptable, as the lighter blues in the

background do not allow the orange within the ‘Negative’ logo to

stand out, in this instance the ‘Single Colour’ all white logo bottom right is the best option.

2.6 The logo / Applying the logo ii


The ‘Positive’ version of the logo can be used to overlay images, however the legibility of the logo cannot be compromised. A slight amount of photo editing can be used to create more contrast, however this should be done subtly, and should not be obvious to the viewer.

Not enough contrast Not enough contrast

2.6 The logo / Applying the logo iii


Where possible, the logo is to be positioned top

right at the correct distance from the edge. It must

be clearly visible and if positioned overlaying images

then the background must be suitably light enough

to provide a large contrast.

If circumstances arise where it’s not appropriate

to position the logo in the top right, it can be

positioned elsewhere, ideally in one of the corners.

Always get alternative layouts approved by the Head

of Communications or Director of Fundraising and

Marketing.

Registered Charity (England and Wales) No: 1004005; Registered Charity No (Scotland): SC037480

437-

2015

-GB

Come on down to the beach!Join the UK’s biggest beach clean and litter survey, and show our coastline some love.

Registered Charity (England and Wales) No: 1004005; Registered Charity No (Scotland): SC037480

Register as a volunteer or organiser at www.mcsuk.org/greatbritishbeachclean

Supported by players of

18th to 21st September 2015

Nearest town:

County:

Latitude / OS Grid Ref:

Longitude / OS Grid Ref:

Beachwatch Survey SummaryTo make your data count, please enter actual values only - ‘lots’, ‘many’, ‘bag fulls’ or ‘100s’ can’t be used.

Please complete one survey summary per event.

Beach name *

Beach location

Survey date & time *

Organiser details

Name*:

Telephone:

Email:

Date:

Start time: End time:

Length of beach surveyed (should be 100m): How many volunteers: How many bin bags’ full:

Extra info

When was the beach last cleaned?

Average width of beach surveyed (m):

Total weight of rubbish collected from the survey area (kg):

Did you clean but not survey any extra areas? If so, how much? (m):

Extra info

Winds: Off shore Onshore

Light Strong

Seas: Calm Moderate Rough

Exceptionally high tide

Weather & infl uencing factors Were there any circumstances that infl uenced the survey? e.g. beach events

Extra info

Did you fi nd any foreign or traceable items?

Note down all the identifying marks, such as country of origin, company, serial no. etc.

What you found

Oil/ tar*: Absent Trace Some Objectionable

Plastic pellets*: Absent Present

Small, round pellets approximately 3-5mm in diameter

Was there any oil, tar or other pollutants?

If you encounter a pollution event or algal bloom, please report it to the

environmental regulator on 0800 807060.

Did you fi nd any unusual items?Include all these items when calculating the total numbers overleaf.

Did you fi nd any stranded, entangled or dead animals?

Yes No If yes, how many?

If yes, please describe the animal, or give the species name if known:

Is the animal entangled in litter? Yes No

Is the animal Alive or Dead ?

If yes, please describe the nature of entanglement and type of litter:

If you fi nd a stranded or injured animal phone the RSPCA on 0300 1234999

or the SSPCA in Scotland on 03000 999999.

* = Essential information, please ensure you have completed this f ield

Vital information * (required, or we can’t accept the survey data)

Extra information

please turn over

An amazing inheritance

Seal

© C

harli

e Ph

illip

s

Support us with a gift in your Will and help us secure

a better future for our beautiful marine wildlife

Mike Crossley


Over Ross House, Ross Park, Ross-on-Wye,

Herefordshire, HR9 7QQ

Tel: 01989 566017 E-mail: [email protected]

Please quote reference: SJCAS2

Reg. charity no. (England & Wales): 1004005

Reg. charity no. (Scotland): SC037480

www.mcsuk.org

463b

-201

5

Join Marine Conservation Society... and help to save our seasJoin Marine Conservation Society... and help to save our seas

To join complete the form,

visit mcsuk.org/membership

or call us on 0300 3300 704

Are you a UK taxpayer? If so, every £1 you give could be worth £1.25 to us,

helping us to fund vital work. All you need to do is tick the box.

I am a UK taxpayer* and I want the Marine Conservation Society to treat this donation, any

donations I have made in the four years prior to this date, and any future donations as Gift Aid

donations, until I notify you otherwise.

Date:* To qualify for Gift Aid, what you pay in income and/or capital gains tax

must at least equal the amount we will claim in the tax year.

Title: First name:

Surname:

Address:

Town/City:

Postcode: Tel:

Email:

Tick if you would you like to receive details about MCS’s campaigns and activities by:

Email Phone Post (We will not share your details with other companies)

Membership type (monthly memberships are by Direct Debit ONLY)

Individual Joint Family

£3.50 monthly

£42 annual

£5 monthly

£60 annual

£5 monthly

£60 annual

Payment method I would like to pay £ monthly / annually (delete one)

I wish to pay by Direct Debit

467-

2015


Overross House, Ross Park, Ross-on-Wye, Herefordshire, HR9 7QQ

Tel: 01989 566017 Email: [email protected] Web: www.mcsuk.org


Registered Charity No (England and Wales): 1004005

Registered Charity No (Scotland): SC037480

Company Limited by Guarantee No: 2550966

Registered in England VAT No: 489 1505 17

www.mcsuk.org

Do you love the seaas much as me?

Instruction to your Bank or Building Society to pay by Direct Debit

Originator’s Identifi cation No: 6 2 4 1 4 1

To the Manager of: (Bank / Building Society)

Bank address:

Postcode:

Name(s) of Account Holder(s):

Branch Sort Code: Bank/Building Society Account Number:

Instruction to your Bank or Building Society

Please pay the Marine Conservation Society Direct Debits from the account detailed in this Instruction subject to

the safeguards assured by the Direct Debit guarantee. I understand that this Instruction may remain with the Marine

Conservation Society and, if so, details will be passed electronically to my bank/building society.

Signature(s): D

ate:

Banks and building societies may not accept Direct Debit instructions for some types of accounts.

Our wonderful seas, shores and wildlife are under threat, but it’s not

too late. Thousands of people just like you are helping us ensure our

rich marine life can be restored, that fish stocks can recover and our

beaches and bathing waters can become clean once again.

...together we can achieve so much

Please post your completed form to the address on the back page

Card no:

Issue no:

Start date: Expiry date:Security no*:

* Last three digits of the number that appears on the signature strip on the back of your credit or debit card.

I enclose a cheque/postal order for the indicated total amount

made payable to ‘Marine Conservation Society’

Please charge my Visa / Mastercard / Delta / Switch / Maestro card

for the indicated total amount:

a month will help us organise a

community beach clean, helping to

protect local wildlife from marine litter

a month will help us promote

sustainable seafood, reducing pressure

on endangered � sh species

a month will help us survey and protect

more turtles, most of which are critically

endangered due to human activities

£5

£10

£20

Paying by Direct Debit saves us money and allows us to

plan our conservation activities with more certainty

A

B

C

When you join you will receive a

welcome pack full of information

and gifts plus four issues of Marine

Conservation magazine every year.

Phot

os:

Cove

r © Ju

dith

Sco

tt; I

nsid

e Le

ft ©

bik

erid

erlo

ndon

/Shu

tter

stoc

k, C

entr

e

© d

13/S

hutt

erst

ock,

Rig

ht ©

Pix

elbl

iss/S

hutt

erst

ock;

Rea

r Sea

bed

& W

rass

e ©

Pau

l Nay

lor,

Volu

ntee

rs ©

UW

E, S

hoal

of m

acke

rel ©

Pau

l Web

ster

, Lea

ther

back

hat

chlin

gs ©

Dou

g Pe

rrin

e.

Calendar 2016

Clear beaches of litter

Reduce pollution in our seas

Promote sustainable seafood

Protect marine wildlife

Beachwatch begins with a remit to clean UK beaches and record the litter found.

Don’t Let Go campaign is launched. Shetland Islands council is the first to ban balloon releases from its land. Over 30 councils have joined the voluntary ban to date.

No Butts on the Beach is created, urging smokers to take their cigarette butts with them.MCS annual litter report shows significant increase in sewage related debris and steps up the Bag and Bin It campaign. Sewage related debris drops by 50% in the following year.

MCS submits litter data to devolved administrations, and campaigns alongside other organisations for single use carrier bag charges. As a result, charges are introduced in Wales, Northern Ireland and Scotland, and finally England (in October 2015).

Hang on to your Tackle pilot is launched in Pembrokeshire, shortly joined by 4 other fishing tackle waste bin pilot schemes across the UK.Scrub it Out is launched and manufacturers and high street retailers pledge to remove microplastics from personal care products.

Scotland pilots its first drinks bottle deposit scheme, taking advice from MCS based on our litter data.

Marine Conservation SocietyOverross House, Ross Park, Ross-on-Wye, Herefordshire, HR9 7QQTel: 01989 566017 Email: [email protected] Web: www.mcsuk.orgRegistered Charity No (England and Wales): 1004005 Registered Charity No (Scotland): SC037480Company Limited by Guarantee No: 2550966 Registered in England VAT No: 489 1505 17

www.mcsuk.org

join our coastal cleans

Join now by visitingwww.mcsuk.org/membership or call us on 0300 3300 70443

9-20

15


love the beach?

Do you love the sea?Why not join the Marine Conservation Society?By becoming a member your support will help us to:

When you join you will receive a welcome pack full of information and gifts plus four issues of Marine Conservation magazine every year.

together we’ve made great strides...

Phot

o cr

edits

: 01

Vol

unte

er a

t Che

sil b

each

© P

atric

k Jo

el, 0

2 in

side

left

and

03 c

entr

e

© N

atas

ha E

win

s; 04

Insid

e rig

ht: S

urve

y ©

Pat

rick

Joel

, Sea

lion

© Ji

m P

atte

rson

, Oys

terc

atch

er

© C

raig

Nas

h, S

eal ©

Lili

as P

arks

, Gan

net ©

Gre

g M

orga

n / R

SPB

; 06

Rear

Vol

unte

ers

© M

CS/U

WE,

Plas

tic b

ags

in s

ea ©

Ric

h Ca

rey/

Shut

ters

tock

, Mac

kere

l © M

CS, D

olph

in &

sea

l © G

raha

m C

ress

wel

l

2.6 The logo / Applying the logo iv


In order to create maximum impact our logo should not butt up against images or be overlapped. It must be surrounded by a clear area, as shown below, in which nothing else may appear.

Vertical spacing in practice

Horizontal spacing in practice

2.7 The logo / Exclusion zone


In our own outputs, if other organisations are funding the work or project, but are not necessarily delivering in partnership with MCS, this distinction needs to be clear. The funders’ logo should be located away from the MCS logo, either in a separate area or on another inside page.

PARTNER LOGO HERE

If other organisations are delivering work in partnership with MCS, or the piece of literature is a joint publication, then equal weighting should be given to all the logos featured. Ideally, the MCS logo should be placed at the top or bottom right.

FUNDER LOGO HERE

2.8 The logo / Working with partner organisations

Frequently, MCS works in partnership with other organisations to deliver a project or campaign.

Other than within key corporate partnerships, the use of our own logo by other organisations is restricted. Please run each external request to use our logo past the Head of Communications ([email protected]) or Director of Fundraising and Marketing ([email protected]).


MCS frequently receives requests from third parties requesting use of our logo.

Use of the MCS name and logo is governed by guidance from the Charity Commission, which requires that permission to use a charity’s logo and name by a commercial company should be given only in return for a specified financial or other benefit. This ensures that the value of our name derived from the confidence that people have in MCS as a reputable and independent charity is maintained and that the benefit derived by the company through its use is balanced by an equivalent benefit to MCS and our work.

Companies can benefit from use of the MCS logo either by becoming corporate members of MCS or entering into a licensed partnership. All applications from companies will fall within our commercial-use policy and must be directed to [email protected]

2.9 The logo / Use of our logo by other organisations

in partnership with

seafood ratings by

Good Fish Guide

recommended by

Good Beach Guide

supporting

Certain other MCS partners may apply to use the MCS logo on the following grounds:

• There will be no financial return or commercial benefit in any way derived from use of the logo

• The logo will be used by a non-commercial organisation or media partner

• Written approval is confirmed by MCS as follows.

All applications from non-commercial organisations must be directed to MCS’s Director of Fundraising and Marketing, [email protected]

Examples of non-commercial partnership logos


3 Colour


Primary colour palette The primary colour palette consists of dark blue and orange, which is used for the core brand elements, e.g. the logo itself and on materials

such as brochure covers/spreads, PowerPoint slides, menus, banners, etc.

Pantone 540cC: 100

M: 57

Y: 12

K: 61

R: 00

G: 49

B: 85

Pantone 151cC: 0

M: 48

Y: 95

K: 0

R: 244

G: 151

B: 15

Secondary colour paletteThe core brand colours of dark blue and orange are complimented well by colours which are found within coastal and marine

environments. Colours which work well are muted, pastel shades, which provide contrast to the bold vivid brand colours.

Avoid overuse of tints of the brand colours

On occasions where a stronger tone is required, make the colour 20% stronger.

3.1 Colour / Palettes

Pale cyanC: 64

M: 10

Y: 16

K: 0

R: 87

G: 179

B: 207

Pale limeC: 30

M: 4

Y: 76

K: 0

R: 198

G: 209

B: 90

Pale blueC: 72

M: 43

Y: 16

K: 0

R: 83

G: 129

B: 175

Pale tealC: 58

M: 20

Y: 38

K: 0

R: 120

G: 169

B: 163

Pale purpleC: 31

M: 62

Y: 8

K: 0

R: 186

G: 119

B: 168

Pale redC: 0

M: 75

Y: 70

K: 0

R: 235

G: 93

B: 72

#f49712#003155

#57b3cf #c6d15a #5381af #78a9a3 #ba77a8 #eb5d48

Avoid overuse of tints of the brand colours


4 Graphic elements


Instead of using straight lines which are

so evident in corporate materials we use

rough edging which serves to bring a

natural, rugged, organic and fluid feel to

the materials, echoing what is seen in the

environment which MCS works to support.

The rough around the edges approach

makes the content feel looser, more relaxed

and approachable, and serves as a foil to

the rounded, polished shapes of the MCS

logo and sans serif typeface.

4.1 Graphic elements / Rough edging and lines i


FREEPOST H

R391Ross-on-W

yeH

erefordshireH

R9 5ZZ

Postage is free, but if you use a stam

p it w

ill save our funds.

Thank you

Be a sea champion!

Put yourself at the heart of

volunteering to save our seas

Get involved!

Volunteering with MCS off ers you the chance to meet like-minded people, gain new skills and to do something worthwhile and rewarding.

No special skills or experience are necessary. All you need is a love of the sea and a willingness to be a local ambassador for MCS.

You can get involved as much or as little as you like and support us in a range of exciting activities from organising beach cleans and participating in national campaigns to giving talks, attending local events, raising funds and promoting sustainable seafood. There are plenty of ways to help!

Want to know more?

Visit our webpages to meet the team and some of our Sea Champions, have a read through the Volunteer Guide and apply online. mcsuk.org/seachampions

Cover photo © Robert Carr

The Sea Champions programme is generously supported by

Want to know more about what being a Sea Champion is like? Our blog contains plenty of stories about what our Sea Champions have been up to.seachampions.blogspot.co.uk

We have regional Facebook pages with news about what is going on locally.facebook.com/SeaChampionsScotlandfacebook.com/SeaChampionsSouthWestfacebook.com/SeaChampionsSouthandSouthEastEngland

If you’re a tweeter then our twitter handle is @seachampions

Webpages

Blog

Facebook

Twitter

Contact us directly by email at [email protected], phone on 01989 561573 or complete the attached form and return it to us FREEPOST!

517-

2016


Nearest town:

County:

Latitude / OS Grid Ref:

Longitude / OS Grid Ref:

Beachwatch Survey SummaryTo make your data count, please enter actual values only - ‘lots’, ‘many’, ‘bag fulls’ or ‘100s’ can’t be used.

Please complete one survey summary per event.

Beach name *

Beach location

Survey date & time *

Organiser details

Name*:

Telephone:

Email:

Date:

Start time: End time:

Length of beach surveyed (should be 100m): How many volunteers: How many bin bags’ full:

Extra info When was the beach last cleaned?

Average width of beach surveyed (m):

Total weight of rubbish collected from the survey area (kg):

Did you clean but not survey any extra areas? If so, how much? (m):

Extra info

Winds: Off shore Onshore

Light Strong

Seas: Calm Moderate Rough

Exceptionally high tide

Weather & infl uencing factors (in the week leading up to the survey)

Were there any circumstances that infl uenced the survey? e.g. beach events

Extra info Did you fi nd any foreign or traceable items?Note down all the identifying marks, such as country of origin, company, serial no. etc.

What you found

Oil/ tar*: Absent Trace Some Objectionable

Plastic pellets*: Absent PresentSmall, round pellets approximately 3-5mm in diameter

Was there any oil, tar or other pollutants? If you encounter a pollution event or algal bloom, please report it to the environmental regulator on 0800 807060.

Did you fi nd any unusual items?Include all these items when calculating the total numbers overleaf.

Did you fi nd any stranded, entangled or dead animals?

Yes No If yes, how many?

If yes, please describe the animal, or give the species name if known:

Is the animal entangled in litter? Yes No

Is the animal Alive or Dead ?

If yes, please describe the nature of entanglement and type of litter:

If you fi nd a stranded or injured animal phone the RSPCA on 0300 1234999 or the SSPCA in Scotland on 03000 999999.

* = Essential information, please ensure you have completed this f ield

Vital information * (required, or we can’t accept the survey data)

Extra information

please turn over


Mike CrossleyDirector of Fundraising & Marketing

T 01989 561 659M 07803 082 909E [email protected]

01989 566 017 W www.mcsuk.org

facebook.com/mcsuk twitter.com/mcsukOverross House, Ross Park, Ross-on-Wye, Herefordshire HR9 7QQ

W www.mcsuk.org facebook.com/mcsuk

twitter.com/mcsuk

Helping you make the best seafood choices for our seas

© R

ob S

pray

© P

aul W

ebst

er

© N

atas

ha E

win

s


Rough handrawn lines are used as a divider to separate and

compartmentalise content. They are also used to emphasise page

headers and subtitles, to underline copy and to draw attention.

They can also be used to add visual interest to quotes and as

alternatives to bullet points.

4.1 Graphic elements / Rough edging and lines ii

Find out more and join the Plastic Challenge community on www.mcsuk.org/plasticchallenge and #plasticchallenge

You don’t have to wait until September to join MCS on a beach clean – there are events throughout the year.

You can fi nd out about clean-ups close to where you live via the events tab at www.mcsuk.org/beachwatch

16th - 19th September

2016

Fol low or like us on social media and keep up to date with everything we do...


A worthwhile couple of hours. I felt I had done something for my community and have been busy telling friends and family about the great experience. Not so great seeing the shocking amount of rubbish collected from the beach! Emily, Lincolnshire

A great few hours out making a diff erence. My niece (14) and I had a great morning and didn’t realise how much litter we located in such a small mapped out area. We have told our family and friends and will attend in greater numbers next time. Mark, Tyne and Wear

Beac

h po

llutio

n ©

Fab

ien

Mon

teil

/ Shu

tter

stoc

k

15

The last fallen mahogany would lie perceptibly on the landscape, and the last black rhino would be obvious in its loneliness, but a marine species may disappear beneath the waves unobserved and the sea would seem to roll on the same as always. G. Carleton Ray

Protecting marine life | Strategy 2015-202008

Our oceans are losing their biodiversity at an alarming rate – over the last century we’ve lost 90% of the biggest fi sh, sharks and whales. There are over seven times more vertebrate species threatened with extinction in the seas around the UK than there are on land, and there are many species which we know so little about that we cannot even begin to assess their vulnerability.

Our seas and their precious marine species and habitats must be properly protected and managed now to ensure they are resilient in the face of man-made and climatic changes that are threatening this often unseen environment and its ecosystems.

Our focus must be making sure people can continue to carve a living from our seas, ensure threatened species and habitats turn the corner from declining to thriving and bring alive a world under the waves to a brand new audience.

Our vision is for a world class network of well-managed Marine Protected Areas (MPAs) that can support the recovery of our amazing marine heritage.

We must not hand empty seas to the next generation.

Protecting marine life

Water UK led a very exciting workshop at the inaugural MLAN meeting, looking at the issue of unflushables - the stuff that’s being put down the loo but should go in the bin.

Since then, water companies have been talking to Business in the Community, and the retailers and manufacturers who make and sell baby wipes, to see if there are ways they can work together to help customers understand why baby and face wipes should not make their way down the toilet.

Flushing out the Unflushables

We’re aware that we need to really understand why customers use the loo instead of the bin before we can ask them successfully to stop. So, we are now thinking about the research we need to carry out to make sure that the messages we give out are as effective as possible.

Sarah Mukherjee Director of Water UK

MCS Beachwatch surveys have shown a 50% increase in wet wipes on UK beaches when comparing data from 2013 to 2014 so this is a vital project

What have we been doing over the year?

0 9

our seas our future sets out the key threats and issues currently affecting UK seas and where we will target our efforts over the next five years to find lasting solutions. It recognises the progress we have already made in many areas and looks at how we will continue to achieve our vision of ‘Seas Fit for Life’, how we will secure support, and the ways we will engage people to help deliver those aims for the benefit of all – above and below the waves.

our aimsMCS will focus its work over the period 2015-2020 on the following priorities, to progress towards our vision of Seas Fit for Life:

Protecting marine lifeEstablish an ecologically coherent UK network of well-managed Marine Protected Areas (MPAs).

Sustainable fisheriesRecovery of fish stocks and reduced impact of fishing and fish farms on habitats, non-target species and marine ecosystems; and increase availability of sustainably wild caught and responsibly farmed seafood.

Clean seas and beaches Reduce litter and bathing water pollution at UK beaches.

Working seas Ecologically sustainable planning and management of major marine industries and our wider seas.

Engaging our audiences Increase public understanding, appreciation and enjoyment of UK seas and active involvement in marine conservation.

Delivery of these conservation aims will be underpinned by organisational priorities including establishing sustainable income streams, increasing the MCS profile, brand and supporter base, influencing political audiences and supporting a high-performing, motivated team of staff.

07

credible • passionate • evidence based • solutions focussed • engaging • proactive • campaigning • co l laborative Strategy 2015-2020 | A 2020 vision for our seas

Clear beaches of litter

Reduce pollution in our seas

Promote sustainable seafood

Protect marine wildlife

Beachwatch begins with a remit to clean UK beaches and record the litter found.

Don’t Let Go campaign is launched. Shetland Islands council is the first to ban balloon releases from its land. Over 30 councils have joined the voluntary ban to date.

No Butts on the Beach is created, urging smokers to take their cigarette butts with them.MCS annual litter report shows significant increase in sewage related debris and steps up the Bag and Bin It campaign. Sewage related debris drops by 50% in the following year.

MCS submits litter data to devolved administrations, and campaigns alongside other organisations for single use carrier bag charges. As a result, charges are introduced in Wales, Northern Ireland and Scotland, and finally England (in October 2015).

Hang on to your Tackle pilot is launched in Pembrokeshire, shortly joined by 4 other fishing tackle waste bin pilot schemes across the UK.Scrub it Out is launched and manufacturers and high street retailers pledge to remove microplastics from personal care products.

Scotland pilots its first drinks bottle deposit scheme, taking advice from MCS based on our litter data.

Marine Conservation SocietyOverross House, Ross Park, Ross-on-Wye, Herefordshire, HR9 7QQTel: 01989 566017 Email: [email protected] Web: www.mcsuk.orgRegistered Charity No (England and Wales): 1004005 Registered Charity No (Scotland): SC037480Company Limited by Guarantee No: 2550966 Registered in England VAT No: 489 1505 17

www.mcsuk.org


Join now by visitingwww.mcsuk.org/membership or call us on 0300 3300 704

439-

2015


love the beach?

Do you love the sea?Why not join the Marine Conservation Society?By becoming a member your support will help us to:

When you join you will receive a welcome pack full of information and gifts plus four issues of Marine Conservation magazine every year.

together we’ve made great strides...

Phot

o cr

edits

: 01

Vol

unte

er a

t Che

sil b

each

© P

atric

k Jo

el, 0

2 in

side

left

and

03 c

entr

e

© N

atas

ha E

win

s; 04

Insid

e rig

ht: S

urve

y ©

Pat

rick

Joel

, Sea

lion

© Ji

m P

atte

rson

, Oys

terc

atch

er

© C

raig

Nas

h, S

eal ©

Lili

as P

arks

, Gan

net ©

Gre

g M

orga

n / R

SPB

; 06

Rear

Vol

unte

ers

© M

CS/U

WE,

Plas

tic b

ags

in s

ea ©

Ric

h Ca

rey/

Shut

ters

tock

, Mac

kere

l © M

CS, D

olph

in &

sea

l © G

raha

m C

ress

wel

l


Much of what we communicate at MCS is fact-based, and

incorporates figures and data. To make this easy for the reader to

digest we display this information in a visually impactful way by

employing illustrated elements, graphs and charts. Our style uses

simple, clean graphics in bright block colours to support and add

interest to the copy.

4.2 Graphic elements / Infographics

23Strategy 2015-2020 | Engaging our audiences

We may be “all about the fi sh”, but it is people who are at the very heart of our strategy – because it’s people that can make a diff erence, for the good of our seas.

The public’s understanding of marine ecosystems has increased over recent years. However, there is still a disconnect between everyday human activities and the long term impacts our activities have on the environment, posing a huge threat to the future of our seas, marine wildlife, coastal livelihoods and wellbeing.

Increasing public understanding of the need for marine conservation is critical to the future sustainability of our coastal natural heritage and in helping us achieve our conservation goals.

We will work to better understand and more eff ectively infl uence key decision makers and those who use the sea, or have roles managing our seas and shores.

As a trusted charity with a strong scientifi c basis and credible position in the policy and industry sector, we are ideally placed to facilitate dialogue and collaboration and inform and infl uence changes in government policy, industry practice and public behaviours.

Being a Sea Champion allows me to tailor my volunteering to suit my interests and my free time.

Alex Milden, Lostwithiel

It’s great to be hands on. My time spent volunteering has been used to the maximum!

Nicole Brandon, Edinburgh

My standout moment as a Sea Champion has to be marching in protest at Westminster. I dressed up as an orange crab and shouted for Marine Conservation Zones until my voice went hoarse!

Karli Drinkwater, Lincoln

Sea Champions have...

...committed 16,250 hoursto the cause

...attended 407 events and talks and 562 beach cleans

...recruited 670 members

...and generated £53,500from fundraising, donationsand memberships

We want to create experiences and provide active engagement opportunities that will increase people’s enjoyment and appreciation of our coast and the marine environment as well as inspire them to take action to help us protect and conserve it.

We cannot do it alone, but together we can make a diff erence.

5.4 million people spend time in contact with the ocean every year, including around 800,000 kayakers, 624,000 sailors,518,000 surfers, 4,800,000 swimmers and 271,000 scuba divers

MCS will encourage people to visit the coast, learnabout the marineenvironment, enjoy it and

provide ways they can help to keep it healthy and productive into the future

We expect our social media audience to continue to grow to in excess of 200,000 by 2020

We will promote a lifelong connection with our seas, shores and wildlife through our national network of thousands of volunteers

Far and away, the greatest threat to the ocean, and thus to ourselves, is ignorance. But we can do something about that.

Sea Champions

Thanks to funding from Marks & Spencer through the Forever Fish partnership, the MCS Sea Champions volunteer scheme has gone from strength to strength since it began in 2012, with 470 having been recruited by 2015. The next fi ve years will see MCS campaigns taken to even wider audiences, throughout the UK.

Education - Cool Seas

Cool Seas takes learning about our seas

into schools across the UK. Through

performances, workshops, assemblies

and beach visits we have already

engaged well over 100,000 children.

Our new Cool Seas Investigators project

reaches out to secondary schools using

problem based learning to get young

people thinking about identifying local

solutions.

Welcome to our beach litter report for 2015!Our 2015 Great British Beach Clean event has been yet another record breaker! When 5,349 volunteers took part in 2014 we were thrilled - but that record was smashed in September 2015 when 6,035 of you headed to the beach - the most in our 22 year history of running clean-ups.

Thanks to each and every one of you - your support is a massive part of the � ght to reduce beach litter on UK shores.

Another record was broken too, but we rather wish it hadn’t been. In 2014 we found 2,457 pieces of litter on every kilometre of beach we cleaned - the highest amount since we began our annual September cleans. But in 2015 it got worse, with 3,298 items picked up per kilometre surveyed.

It’s a damning indictment that current legislation to stop litter reaching the sea isn’t working. From public litter to industrial waste, fi shing litter to fl y tipping - this problem belongs to us all, so it can be fi xed.

Bottles are the story of this year’s Great British Beach Clean, with almost 100 being found on every kilometre we cleaned. We’ve more on bottles on pages 10 and 12.

In this year’s report you’ll fi nd out how some beach data is helping to show how UK governments are performing when it comes to European litter targets, go on a beach cleaning road trip with MCS staff and get the latest beach litter news from around the UK.

This year there have been some changes to the way we record our data. You’ll notice some diff erent categories - it’s all to fi t in with European recording and allows data to be compared more easily.

Once again thank you for your continued support. We look forward to seeing you in September 2016!

Lauren MCS Beachwatch Manager

Litter items per kmChange since 2014Change since 2014

Litter items per km

The UK’s beach litter story

66%

41%

307%

Our volunteers record what they � nd... ...and where it’s likely to have come from!

23%

34%

3

Litter level in 2014

3394

2999

3820

6695

England

ScotlandWales

Northern Ire

land

Channel Islands

1059

2457

United Kingdom

34%

Public 31.7% Items like plastic bags, drinks

bottles, food containers, drinks cans, dog poo bags, glass bottles, cigarette stubs and balloons have

all had a helping human hand on their journey to the beach.

Non-sourced 44.7% We call it non-sourced because it’s hard

to work out where most of the litter we find comes from. It includes tiny little plastic and polystyrene pieces, bits

of rubber, cloth, pieces of metal, wood, paper etc.

Shipping 4.3%Lots of litter gets dropped, lost

or thrown overboard from small craft to massive cargo ships - this

is shipping litter and can include pallets, oil drums and bits of rope.

Fly Tipped 1.4%Illegally disposed of items, usually big items like white goods, TVs, car parts and paint tins.

Medical 0.2%Luckily we don’t find much medical

stuff, but it does turn up - pill packets, plasters, syringes and needles.

Fishing 11.3%If it helps you catch fish, we’ve found it - line, net, crab

pots and tops, fish boxes, weights, lures and hooks.

Sewage Related Debris 6.3%Stuff people flush down the loo when it should

go in the bin like condoms, cotton bud sticks, wet wipes, toilet fresheners etc.

Thanks to all our volunteers who took part!

England Scotland3,669 1,421

Wales623

Channel Islands

187

Northern Ireland

135

each 10 volunteerseach

Here’s the top 10 of what we picked up We record 118 diff erent items of litter during our surveys and the litter we found fi lled 2,556 bin bags.

But what exactly went into the bags?

4

Over decades, one plastic bottle bobbing along in the ocean can break down into hundreds of tiny plastic pieces

Some designated UK bathing beaches are failing bathing water standards because of unacceptable levels of bacteria

Around 40% of UK beach litter can be directly sourced to the public

Globally, plastic litter has reached every part of the world’s oceans

tonnes of litter ends up in seas worldwide every year

8

6x The Great Pacific Garbage Patch is thought to be

six times the size of the UK

Plastic has been found in the stomachs of almost all marine species including fish, birds, whales, dolphins, seals and turtles

18

here’s how we’l l do it...

Good Beach Guide

When the Good Beach Guide was

launched in the late 80s, raw sewage

was regularly discharged into the sea

around much of the UK. Over nearly

30 years the Guide has highlighted

beaches with the best and worst

bathing waters, and its findings have

been used to lobby governments

to increase water quality standards

and persuade industry to invest in

sewage treatment. All of that has

paid off because in 2015 new bathing

water standards were finally put in

place, going above and beyond the

aspirational MCS ‘Recommended’ status.

Now the Guide has gone beyond water

quality and become a vital tool for all

coastal visitors, offering the most up to

date water quality information including

daily pollution risk forecasts, wildlife

sighting information near the selected

beach, weather forecasts, RNLI lifeguard

information and tide times.

Clean seas and beaches | Strategy 2015-2020

million

Marine Litter Action Network

Although marine litter is a global

problem, the MCS pollution team

identified that inroads could be made if

different sectors could work together.

The key to the success of the Marine Litter

Action Network (MLAN) was bringing

together organisations from all sectors.

From the plastic industry to local

authorities and environmental

organisations, MLAN gave itself an initial

year to make a difference.

Projects in such diverse areas as creating

boardshorts from marine rubbish,

fishing litter initiatives, and the war on

microplastics in personal care products

got off the ground. Members who

were prepared for challenging times

discovered collaborations which were far

more than a talking shop.

A year on there’s a real desire to keep

the Network going past its initial twelve

months. With so many productive

relationships and partnerships created,

which are already delivering real-world

change, it’s clear that MLAN has been a

real success.

05

Over 15,000 marine species are found in UK seas

40% of North East Atlantic stocks including those

around the UK are overfi shed

UK seas and shores are a place for leisure, sport, and a holiday destination

for millions annually

UK seas provide us with resources from fi sh to renewable marine energy

Farmed marine fi n fi sh production in Scotland is set to increase by 30% between 2014 - 2020

On UK beaches levels of litter have doubled in the past 20 years

Our seas our futureThe seas around the UK are vital to all of us. An historical seafaring nation with a diverse fishing industry and coastal tourism at the economic heart of many communities – connections with the sea are all around us.

Our seas under pressure

Decades of pollution, damaging fishing activities, rapid and extensive development, and climate change have resulted in seas that are far less healthy than they should be – too many fish are being taken from the sea, too much waste is going in and too little is being done to protect marine wildlife and habitats.

If these issues aren’t addressed our marine habitats and wildlife, along with our own future health, wealth and wellbeing, will suffer.

The Marine Conservation Society exists to ensure the long term future of UK seas – but time is short. The next five years will be crucial if we are to ensure a healthier outlook.


Our brand favours clear and user-friendly

language, and to further aid the user we

employ plain-speaking signposting notes to

help people navigate our materials. This is

particularly useful when included in guides

which include a lot of information to digest,

such as the Good Fish Guide. The styles

we favour are hand-drawn arrows and the

handwritten font Jenna Sue (see section 5.2).

4.3 Graphic elements / Signposting

Welcome to our beach litter report for 2015!Our 2015 Great British Beach Clean event has been yet another record breaker! When 5,349 volunteers took part in 2014 we were thrilled - but that record was smashed in September 2015 when 6,035 of you headed to the beach - the most in our 22 year history of running clean-ups.

Thanks to each and every one of you - your support is a massive part of the � ght to reduce beach litter on UK shores.

Another record was broken too, but we rather wish it hadn’t been. In 2014 we found 2,457 pieces of litter on every kilometre of beach we cleaned - the highest amount since we began our annual September cleans. But in 2015 it got worse, with 3,298 items picked up per kilometre surveyed.

It’s a damning indictment that current legislation to stop litter reaching the sea isn’t working. From public litter to industrial waste, fi shing litter to fl y tipping - this problem belongs to us all, so it can be fi xed.

Bottles are the story of this year’s Great British Beach Clean, with almost 100 being found on every kilometre we cleaned. We’ve more on bottles on pages 10 and 12.

In this year’s report you’ll fi nd out how some beach data is helping to show how UK governments are performing when it comes to European litter targets, go on a beach cleaning road trip with MCS staff and get the latest beach litter news from around the UK.

This year there have been some changes to the way we record our data. You’ll notice some diff erent categories - it’s all to fi t in with European recording and allows data to be compared more easily.

Once again thank you for your continued support. We look forward to seeing you in September 2016!

Lauren MCS Beachwatch Manager

Litter items per kmChange since 2014Change since 2014

Litter items per km

The UK’s beach litter story

66%

41%

307%

Our volunteers record what they � nd... ...and where it’s likely to have come from!

23%

34%

3

Litter level in 2014

3394

2999

3820

6695

England

ScotlandWales

Northern Ire

land

Channel Islands

1059

2457

United Kingdom

34%

Public 31.7% Items like plastic bags, drinks

bottles, food containers, drinks cans, dog poo bags, glass bottles, cigarette stubs and balloons have

all had a helping human hand on their journey to the beach.

Non-sourced 44.7% We call it non-sourced because it’s hard

to work out where most of the litter we find comes from. It includes tiny little plastic and polystyrene pieces, bits

of rubber, cloth, pieces of metal, wood, paper etc.

Shipping 4.3%Lots of litter gets dropped, lost

or thrown overboard from small craft to massive cargo ships - this

is shipping litter and can include pallets, oil drums and bits of rope.

Fly Tipped 1.4%Illegally disposed of items, usually big items like white goods, TVs, car parts and paint tins.

Medical 0.2%Luckily we don’t find much medical

stuff, but it does turn up - pill packets, plasters, syringes and needles.

Fishing 11.3%If it helps you catch fish, we’ve found it - line, net, crab

pots and tops, fish boxes, weights, lures and hooks.

Sewage Related Debris 6.3%Stuff people flush down the loo when it should

go in the bin like condoms, cotton bud sticks, wet wipes, toilet fresheners etc.

take part & raise funds for

Marine Conservation Society, Overross House, Ross Park, Ross-on-Wye, Herefordshire HR9 7QQT 01989 566 017 E [email protected] W www.mcsuk.org

Registered Charity (England and Wales) No: 1004005 Registered Charity No (Scotland): SC037480 486b

-201

6

Supported by:In association with:

Saturday 16th July 2016Saturday 16Eastbourne Beach

fun for the novice for the experienced swimmer

To � nd out more and book your place visit www.mcsuk.org/swim

Take part in a fantastic challenge and raise money to keep our seas � t for life!

Choose from... or

Phot

os ©

Lee

Rob

erts


5 Typography


In printed communications use Myriad Pro as the primary typeface. Use only the Semibold, Regular and Light weights - condensed

type can be used where there are exceptional size constraints. Do not use extended versions. Where appropriate the corresponding

italic weights can be used for emphasis, but use of italics should be kept to a minimum.

Myriad Pro Semibold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 A quick brown fox jumps over the lazy dog

Myriad Pro Regular


Myriad Pro Light


5.1 Typography / Print and graphics (primary typeface)


These display typefaces should be used sparingly for headers and titling only, they should never be used as body copy.

Jenna Sue Download (Font Squirrel) This hand drawn display font is best used on materials of a lifestyle nature that inspire a connection with the environment. A great font for signposting.

ABCDEFGHIJKLMNOP QRST UVW XYZ abcdefghijklmnopqrstuvwxyz 1234567890 A quick brown fox jumps over the lazy dog

321 ImpactThis distressed display font is best used on materials that are campaigning in nature or inspiring action.


Acoustic LightThis typewriter display font is best used on communications that are laid back and lifestyle driven.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

1234567890 A quick brown fox jumps over the lazy dog

5.2 Typography / Print and graphics (secondary typefaces - general audience) i

https://www.fontsquirrel.com/fonts/jenna-sue


These typefaces are for materials which are aimed at a younger audience, such as our adoption and Cool Seas educational materials.

Chelsea Market Download (Google Fonts)

This rough edged sans serif font is used in our adoption materials aimed at the younger generation, primarily in titling and headers.


Love Ya Like A Sister Download (Google Fonts)

This distressed handwritten slab serif font is used in our education materials, in titling and headers only.


Schoolbell Download (Google Fonts)

This handwritten sans serif font is used in our education materials, in copy within speech bubbles and notes, not in headers or titles.


5.2 Typography / Print and graphics (secondary typefaces - younger audiences) ii

https://www.google.com/fonts/specimen/Chelsea+Market

https://www.google.com/fonts/specimen/Love+Ya+Like+A+Sister

https://www.google.com/fonts/specimen/Schoolbell


In online communications we use Open Sans as the primary typeface due to the close resemblance to Myriad Pro.

Use only the Bold, Regular and Light weights. Where appropriate the corresponding italic weights can be used for emphasis. Do not use

Italics in Headings.

5.3 Typography / Digital (primary typeface)

Open Sans Semibold (600) Download (Google Fonts)


Open Sans Normal (400) Download (Google Fonts)


Open Sans Light (300) Download (Google Fonts)


Where Opens Sans is not available, such as in email communications, then use Arial which is the closest commonly available typeface.

NOTE: There may be rare occasions when we need to introduce additional fonts to our work. An example might be a one-off campaign where we feel the existing fonts won’t create the impact required, and we need something different to ensure we stand out and our message is heard.

https://www.google.com/fonts/specimen/Open+Sans




Where possible, typography should always ensure that copy is presented in a clean, clear and professional manner.

Headlines/Titles

Titles should by default be set in Myriad Pro Semibold

Avoid using lots of large bold text as this can look uninviting and heavy

An example subheaderLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonnumy nibh euismod tempor incidunt ut labore et dolorcmagna aliquam erat volupat. Ut wisi enim ad minim veniam, quis nostrud exercitation ullamcorper suscipit laboris nisl ut aliquip ex ea commodo consequat. Duis autem vd eum irure dolor in henderit in vulputate velit esse molestie consequat, vd illum dolore eu feugiat nulla facilisi.

We use sentence case

We Don’t Use Title Case

For a more relaxed feel, we use sentence case. Sentence case means all of the characters are lowercase, with the exception of the first letter of the sentence, and any names. When we refer to species, we should do so in lower case (i.e. angel shark), unless the name features a nameplace (i.e. Atlantic salmon).

5.4 Typography / Typeface usage i


Text alignmentAll typography should range left. This gives the eye a consistent starting point and distinct ending to each line, ensuring fast and comfortable reading. Centered text should be avoided unless the majority of the content on an output is centered. Range right and justified settings should always be avoided.

Line spacing (leading)Line spacing (leading) for Myriad Pro should be set at 130% - this is slightly more generous than the Auto setting (120%). Where such fine control is not afforded, a leading of 3-4pt greater than the text size is satisfactory.

In InDesign you can easily set this, for instance for 9pt text enter 9*1.3 into the Leading box.

All typography should be set ranged left. This gives the eye a consistent starting point and distinct ending to each line ensuring fast and comfortable reading.

Centered, range right and justified settings should be avoided as they offer lower degrees of legibility for the reader.



Range left Centered

Justified Range right

Image alignmentAvoid aligning foreground images to the left hand margin, as this breaks up the flow of the text. Instead align images to the right, and flow the text around.

5.4 Typography / Typeface usage ii


6 Marine Conservation Society in words


6.1 MCS in words / Describing the Marine Conservation Society i

The Marine Conservation Society (MCS) is the UK’s leading marine charity. We want UK seas to be rich in marine life and fish stocks, where beaches and bathing waters are pollution free. The national voice for marine conservation.

Or

The Marine Conservation Society (MCS)

works to protect the UK’s seas, shores and

wildlife. Our work gives the public a voice

to enable us to challenge governments and

organisations who can make a difference to

the way our oceans are treated.

Or


is the UK’s only dedicated marine charity

working solely to secure healthy seas. Too

much is being taken out, too much thrown

in and not enough being done to protect

our seas – we’re trying to reverse this trend.

Or


is the UK charity dedicated to protecting

our seas, shores and wildlife. We want UK

seas to be abundant in marine life and fish

stocks, where beaches and bathing waters

are pollution free. Our voice is your voice for

marine conservation.

Or

The Marine Conservation Society (MCS) is

the UK’s leading charity working to protect

our seas, shores and wildlife. The voice for

our seas for almost 30 years, we focus on

protection for marine wildlife, sustainable

fisheries and clean seas and beaches.

40-50 words

The MCS team is often asked to provide a set amount of words to describe our work to funders, supporters, media, other websites,

social media outlets, our own outputs, reports, presentations, etc. So, to make life easier, here are a few short paragraphs. The

following sets of words have our key core messages within them, our strapline and more. Some are very formal and others less so,

some clearly are better suited for fundraising whilst others can be used for policy and programme work.


6.1 MCS in words / Describing the Marine Conservation Society ii

The Marine Conservation Society (MCS) is the UK’s leading marine charity. We work to increase awareness of the growing need to protect our seas, shores and wildlife for future generations in the face of pollution, overfishing and climate change. Our aim is to reduce litter in our seas and on our beaches, achieve better protection for marine wildlife and habitats and encourage people to only eat sustainable seafood.

Or


works to protect the UK’s seas, shores

and wildlife. In it, on it, under it or by it –

however you love the sea, by supporting

MCS you can be part of the movement

to save our seas. Together we can reduce

marine litter, protect wildlife and habitats

and encourage more people to only eat

sustainable seafood – all actions that will

help preserve our seas for generations to

come.

Or


is the UK’s only dedicated marine charity

working solely to secure healthy and

plentiful seas. We focus on reducing beach

litter, encouraging wider sale and purchase

of sustainable seafood and creating areas

of protection in our seas, just as there are

on land. Through our work with schools,

industry, politicians and the public, we’re

ensuring the seas are not out of sight and

out of mind.

Or

The Marine Conservation Society (MCS) is

the UK’s leading marine charity. Our seas

are at a crossroads – we can either continue

to take too much out, throw too much in

and not protect them enough, or we can

turn the tide on the neglect our oceans

have suffered. The work MCS does will help

ensure healthy and abundant oceans for

future generations.

60-80 words


6.1 MCS in words / Describing the Marine Conservation Society iii

The Marine Conservation Society (MCS) is the UK’s leading marine charity. Our role is to educate and inspire people to change their habits, opinions and preconceptions to help preserve our oceans for generations to come. We’ve treated our seas with little respect for too long - too many fish have been taken out, too much rubbish put in and we’ve assumed the sea needs no special protection. Now our seas are paying the price for the years of neglect – species in decline, rising levels of litter and damaging activities allowed to go unrestricted. Our role is to help Governments realise protection is needed, consumers understand that sustainable seafood is the right choice and more people than ever know the dangers of marine litter.

Or

The Marine Conservation Society (MCS) is the UK’s leading marine

charity. Our work is all about the protection of our seas, shores

and wildlife. We’ve been the voice for UK seas for almost 30 years,

fighting for better protection for marine wildlife, more sustainable

fisheries and clean seas and beaches. Our work has resulted in

the creation of marine protected areas around the UK, carrier bag

charges to reduce litter and supermarkets more aware of the need

to stock sustainable seafood. But more needs to be done – and

our focus is on educating individuals, communities, industry and

Government to work towards solutions that will achieve our vision

of seas fit for life. If our seas don’t support wildlife and habitats

they’ll never support communities and jobs.

100 words


6.2 MCS in words / The MCS tone of voice i

The tone of voice we use for the way we write and talk shape the way external audiences feel about MCS.

Our tone of voice links directly to our

values and behaviours which were created

to show how we want people to feel

about MCS. So our tone of voice is just

about bringing these to life when we

write. And, the more consistent we are, the

more likely it is that people will recognise,

understand, trust and like us.

We want people to feel that we’re

Welcoming and approachable

Inclusive

Credible

Evidence based

Upbeat yet realistic

Inspiring and fun

Open

People-focused

We don’t want people to feel that we’re

Exclusive

Academic

Overly scientific and stuffy

Dated

Reticent

Alienating

Not people-focused

Hectoring and dogmatic


6.2 MCS in words / The MCS tone of voice ii

Our written words need to be friendly and welcoming Use ‘we’re’ instead of ‘we are’, ‘let’s’ instead of ‘let us’ – write the

way you speak – it’s less stuffy and sounds more natural. A good

test is to read your words out loud - if it rolls off the tongue and

sounds like a conversation, you’re on the right track!

Don’t write like a scientist What works for a scientific paper will most certainly not work on a

press release, in a blog or on social media. Think about who you’re

communicating with – imagining you’re chatting down the pub to

a mate is a good way to frame a talk or a written piece.

Less is more

This may not work in the world of academia – but it does

everywhere else! Short sentences, short paragraphs, not too many

words like ‘amazing’ or ‘spectacular’ (wears a bit thin), no jargon, use

facts and figures to support a story – not the story themselves, and

no assumptions that your audience knows as much as you do.

Keep it simple

Bombarding people with too much and too complex information

creates noise that audiences and stakeholders won’t engage with.

Use headlines that pack a punch – use short, punchy headlines

rather than long-winded or technical ones. You can always use a

sub-heading to explain more.

Don’t use weak words that say pretty much nothing

‘Might’, ‘could’ and ‘would’ can (where possible) be replaced with

‘can’ and ‘will’ – sound assertive, not reticent. Using active, not

passive verbs will make your writing more dynamic.

Tone of voice can be varied to suit your needs so ask these

questions:

Who is the audience?

What will interest or motivate them?

What stories can you tell the audience to

inspire them to action?


7 Marine Conservation Society in pictures


A heavy use of photography is encouraged. We have a library of

images available for such use. When selecting images yourself,

please use those that are generally energetic, vibrant, warm and

positive in tone. Wildlife photography makes up a large part

of the Marine Conservation Society brand, so it is important to

maintain a high standard. Where a suitable photograph is not

available within our library, discuss image requirements with the

Head of Communications before purchasing from a commercial

stock photography source.

Avoid the use of widely available clip art wherever possible.

To retain the quality of the Marine Conservation Society brand,

high quality images should be used for both print and electronic

publicity. Please adhere to the recommendations on the following

pages as a guideline for the use of imagery and the supply of

artwork for print and digital publication.

7.1 MCS in Pictures / Image guidelines


Pictures should be taken in natural surroundings in a journalistic

style, reflecting daily life. In general the tone of imagery should

be positive. Full page imagery is striking and effective and the

use of large images is encouraged. A photo that tells a story.

Wildlife• Pictured in their natural habitat

• As bright and colourful as possible

• Showing biodiversity (multiple species on show)

• Eye contact where possible

People• Smiling, happy, engaged, dignified and natural

• Engaging and connecting with the environment, enjoying

their surroundings, taking part in activities

• Warm and dry, enjoying their experience

• Diverse ages and ethnicities, preferably people enjoying the

environment together

• Eye contact where appropriate

Landscapes• Encourages a connection to the sea

• In pleasant weather, ideally with blue skies

• Showing industry and commercial interaction

Avoid taking staged, distorted pictures or pictures taken from

extreme angles.

Feel: generally avoid desperate, sad pictures.

• Limit the use of cut out people/animals

• Limit the use of artificial backgrounds

• Don’t use flash and spotlights

• Avoid extreme close ups or distances

• No blurred or low resolution shots

• Avoid using illustrations or cartoons unless on education

materials

Do’s Don’ts

7.2 MCS in Pictures / Photography (do’s and don’ts)


Images that have impact, display movement or action.

7.3 MCS in Pictures / Photography: wildlife i


As bright and colourful as possible and display biodiversity (mulitple species on show).

7.3 MCS in Pictures / Photography: wildlife ii


That look you in the eye, engage, evoke emotion and inspire people to work with us to save them.

7.3 MCS in Pictures / Photography: wildlife iii


7.4 MCS in Pictures / Photography: people

Focus on enjoyment for all. Upbeat and reflective scenes of individuals, families and

groups enjoying our natural coastal environment, captured in as natural a way as

possible.


Images should be vibrant, lighthearted, spirited and inspire people to take action and

work with us. Choose images which tell a story. Try to avoid staged photographs -

where unavoidable, always opt for those which capture natural or animated moments.

Photos showing clear branding are favourable.

7.5 MCS in Pictures / Photography: engaging with the public


Dramatic coastal scenes which reflect the rugged beauty of the UK coastline, where possible incorporating people and the

sustainable use of the landscape.

7.6 MCS in Pictures / Photography: coastal scenes


Images that look you in the eye, engage you, evoke emotion and inspire people to work with us to save them. Avoid overly desperate

and shocking photography involving wildlife, it is preferential to show images which offer hope. The juxtaposition of natural beauty

with man-made pollution serves to highlight the degradation of our environment and gives a sense of urgency.

7.7 MCS in Pictures / Photography: raising issues and awareness


Ensure that you have copyright permission before you use externally sourced photography and credit any relevant photographers clearly.

For editorial use, such as articles within Marine Conservation Magazine, where possible tag pictures with a short description of the scene, including information on the location and the objects, people or species captured. Tags can be within the photo if the copy is short, or outside if the copy or copyright is lengthy or illegible when overlaying the image.

The style and formatting of crediting and captioning should be consistent throughout the document.

Where the aesthetics of the imagery is jeopardised by including the credit within the image or near to it, it is acceptable to include a concise block of credits in a quiet area of the page or at the end of the document.

In the case of a person within the photo being under 16, a consent form should be completed. The Marine Conservation Society cannot take responsibility for inappropriate usage of copyrighted images by a third party. Fishing boats moored in Teignmouth, Devon

MP George Eustice and Mel Moore (MCS Head of Policy & Government Affairs) at Great British Beach Clean, Porthtowan.

© M

CS

© N

atas

ha E

win

s

Anemone hermit crabs on a maerl bed

© P

aul N

aylo

r (m

arin

epho

to.c

o.uk

)

7.8 MCS in Pictures / Permissions and credits


Digital publicationFor mediums such as the web, enews, CD-Rom/DVD-Rom, email

attachments and HTML emails, 72dpi is the standard resolution.

The colour mode should always be RGB mode, but there are

several electronic image formats that can be used:

Joint Photographic Experts Group (.jpg) Best used for photographs and complex graphics. Image resolution should be set at 72dpi and in RGB colour mode. Avoid heavy compression of JPEGs as this can cause unwanted degradation and distortion of the image in the form of compression artifacts. A suggested compression of 80-90% is a good compromise between image quality and filesize. JPEGs do not have an alpha channel and so cannot be transparent.

Graphics Interchange Format (.gif )Contain less colours than JPEGs, and as such are not as suitable for photographs, but are ideal for simple graphics. where block colours and clean lines are favoured. GIFs can be saved with transparency.

Portable Network Graphics (.png)Applications are the same as GIF format, however PNGs often exhibit improved results, being the most used lossless* image compression format on the Internet. PNGs can be saved with transparency and if saved in PNG24 mode, are much improved.

Print publicationIdeally 300dpi (dots per inch) images and artwork should be

provided for printed literature. If 300dpi is not possible, 200dpi

is the minimum resolution that should be used. Use this format

for material such as Leaflets/Flyers, Posters (up to A2 size) and

Business Stationery. For any large format posters or banners,

which are designed to be viewed from afar, a lower resolution

may be acceptable, but avoid a resolution on photographic

content of less than 150dpi. Image compression should be

avoided.

7.9 MCS in Pictures / Image formats and specifications

* Lossless compression reduces a file's size with no loss of quality


8 Essential information


8.1 Essential information / The small print

In our communications it is important to include the following:

Image creditsIf we are using an image which is not owned by MCS, it should be credited to the photographer/illustrator, or the owner (See section 7.8 for details).

PrintingWhenever possible MCS prints on recycled paper made from 100% post-consumer waste. Where the paper stock is certified (i.e. FSC or similar) this should be communicated by using the certification scheme stamp, which should be placed in the bottom corner of the last page of the document. If space is at a premium, and there is not room, include a short written statement, for example ‘Printed on 100% recycled paper’. For more information on our print policy please refer to the MCS Green Footprint Policy.

In the majority of printed outputs it is necessary to include a print reference code, which should be included in an unobtrusive way:

456-2016 (example of print code)

AD024-16 (example of advertisement code)

QuotationsAll quotes should be properly attributed to their author/source.

CopyrightMCS publications should have the copyright statement placed on the back cover, or on the foot of the last page. The statement should be in a small font-size and in the following format, with the year of publication included:

© Marine Conservation Society (MCS) 2016.

Our name and charity numberAll communications must include the MCS registered charity numbers:

Registered charity no: 1004005 (England & Wales); SC037480 (Scotland).

Where space allows:Marine Conservation Society is a registered charity no: 1004005 (England & Wales); SC037480 (Scotland).

Any corporate documents including letterheads, contracts and agreements, invoices, websites, purchase orders and annual reports must have the full legal statement:

Registered charity no:1004005 (England & Wales); SC037480 (Scotland). Company Limited by Guarantee no: 2550966. Registered in England VAT no: 489 1505 17. Registered office: Overross House, Ross Park, Ross-on-Wye, HR9 7US.


8.2 Essential information / Marine Conservation Society trade marks

The Intellectual Property Office’s Trade Marks Register gives the owner the exclusive right to use the registered mark in the registered classes of goods and / or services. Permission from MCS must therefore be sought to use or reproduce the MCS logo. MCS has registered the 2 x full colour versions and 2 x mono versions (see opposite) of the main MCS logo in the UK in the 4 classes below:

Class 9: Electronic publications (downloadable); electronic publications

(downloadable) relating to marine conservation; educational programmes;

educational programmes relating to marine conservation.

Class 16: Educational materials in printed form; educational materials in printed

form relating to marine conservation; printed matter; stationery; guides; guides

relating to marine conservation; leaflets; leaflets relating to marine conservation;

instructional materials; instructional materials relating to marine conservation;

teaching materials; teaching materials relating to marine conservation; printed

publications; printed publications relating to marine conservation.

Class 36: Fundraising; charitable fundraising; collections (charitable); financial

grant services.

Class 41: Education services; education services relating to marine conservation;

training services; training services relating to marine conservation; publication

services; charitable services; organising group activities; organising group

activities in relation to marine conservation; provision of online electronic

publications (non-downloadable); provision of online electronic publications

(non-downloadable) relating to marine conservation; consultancy services;

consultancy services relating to marine conservation; advisory services; advisory

services relating to marine conservation.

MCS are entitled to use the ® symbol or the abbreviation “RTM” (for Registered Trade Mark) to show that our trade mark is registered. The ® symbol is usually placed on the top right-hand side of the trade mark in a smaller font than the trade mark.

®


Marine Conservation Society Overross House, Ross Park, Ross-on-Wye, Herefordshire HR9 7US T 01989 566017

Scottish Office Suite 7 CBC House, 24 Canning Street,Edinburgh EH3 8EGT 0131 2722776

W www.mcsuk.org

facebook.com/mcsuk

twitter.com/mcsuk

© Marine Conservation Society (MCS) 2016. Registered charity no:1004005 (England & Wales); SC037480 (Scotland). Company limited by guarantee no: 2550966. Registered in England VAT no: 489 1505 17. Registered office: Overross House, Ross Park, Ross-on-Wye, HR9 7US.


Documents

Brand guidelines...1.2 Why do we need brand guidelines? 5 1.3 How to use our name 6 1.4 Our strapline 7 2 Logo 2.1 The MCS logo 9 2.2 Sizing 10 2.3 Application and restrictions 11