livewell campaign brand guidelines · • web banner • poster • pull up banner • leaflet • email signature • powerpoint slide • merchandise livewell brand guidelines

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livewell campaign brand guidelines

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welcome Please use these guidelines to build our brand identity in an engaging and stimulating way, ensuring consistency in the messages we communicate to everyone who lives and works in Essex.

Our identity conveys a story about the essence of our partnership with 12 local authorities in Essex, Essex County Council and other health and wellbeing partners; who we are, why we exist and how we uniquely make change.

We all have a collective power and responsibility in curating the identity so that it becomes well established and recognised with a consistant message.

livewell brand guidelines

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contents1. Our brand identity: • brand promise • brand story 2. Our brand language: • tone of voice

3. Brand application

4. Logo: • master logo • what you can/can’t do • colour variations and palette • clear space, sizing and positioning

5. Typography style

6. Photography

Brand in use: • web banner • poster • pull up banner • leaflet • email signature • powerpoint slide • merchandise


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our guidelines Our brand identity is important to us, so we should carefully manage how it is used and applied. These guidelines have been put together to help you use the brand, to understand and deliver it in a professional and effective way.

There is a real need to collectively find solutions that contribute towards wellbeing in order to reduce the cost to health and social care.

Our vision is to be an instantly recognisable and trusted identity to improve health and wellbeing of Essex residents.


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our brand identityBrand promise

“Inspiring, engaging and enabling the people of Essex to make healthy lifestyle choices”

Brand story The livewell logo was originally developed in 2014, with the aim of bringing together the health and wellbeing initiatives of our partners under one unified, visual identity. Braintree District Council has endeavoured to create an identity that is both authentic and distinct.

Our aspirational, positive and affirming identity provides the opportunity where each stakeholder can be a livewell ambassador and enable people to live well in Essex.It is our goal to convey a consistent name, image and message that is identifiable by the public.

Our objective with establishing our brand is to increase the public’s perception that livewell is a credible community health resource in Essex.


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our languageTone of voice Our brand ‘tone of voice’ has been written to reflect our passion for healthy living as a way of life. It’s very positive.

When writing copy, be concise. Use short, sharp sentences. Avoid jargon. Remember less is often more. Take a conversational approach.

Try and capture the feeling of what it’s like to live well, be insightful and imaginative. Give the reader a sense of fun and vitality, and show how easy it can be to live well.

Present the compelling truths and facts about health and wellbeing.


Brand name formatting When writing the brand name, it should be all in one word and in lower case ‘livewell’.

However, livewell would be capitalised if used at the start of a new sentence.

7livewell brand guidelines

agewellPlan for the future Physical exercise

Walking clubs Chair based exercise

staywellObesity

Hip fractures Diabetes

Stop smoking

feelwellMental wellbeing

Stress Depression Dementia

eatwellHealthy eating Healthy recipes

Food groups

bewellRegular physical activity Walking/Running clubs

Sports facilities

livewell health and wellbeing

startwellGiving young families

the best start in life

brand application For our stakeholders, we have developed a rationale for livewell around:• Prevention and lifestyle choices for Local Authorities • Treatment and lifestyle approach to prevention,

treatment and care for Clinical Commissioning Groups

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logo Master logo Our logo is important. It brings together all the partners initiatives under one unified, visual identity. It’s our signature across all livewell communications. The logo is a visual expression of the relationship between the councils, its partners and its residents.

The logo should be used for any projects and associated tasks (see explanation on page 7) identified within the aims and objectives of your local authority’s Health and Wellbeing strategy and the Essex Joint Health and Wellbeing Strategy and not for use on projects outside of these remits.

Your local authority logo and the livewell brand can be used together in a complementary way.

The logo should not be used by external organisations unless otherwise agreed by the livewell Marketing and Communications team via email [email protected] or telephone 01376 552525.


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Clear space

Leave an area of clear space around the mark equivalent to the area marked by x (20% of the total height of logo) in the below image.

The same clear space rules apply for variations of the mark.

Positioning

The logo is normally positioned at the top right hand corner of a document. If there is no space to do so, it can be placed on the bottom right hand corner of a document instead.


Clear space, sizing and positioning

x

xx

x x

x

x

x

x

x

x

A5

A4

A3

A2

Example: Minimum height of the logo on an A5 document will be 20mm.

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You can add the livewell website address beneath the logo

You can add the tag line ‘your health your choice’ beneath the logo

This icon must only be used in the context of health and wellbeing (physical, emotional, social wellbeing). See explanation on page 7.

The logo can be used alongside other logos and organisations if you cannot place it in the top right hand corner (see positioning on page 9)


www.livewellcampaign.co.uk

What you can do

your health your choice

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Don’t alter the relationship between the livewell icon and the livewell text

Don’t alter the proportions of the elements.

Don’t alter the alignment of the elements.

Don’t add your own message below the logo

Don’t add your own localised message below

Don’t distort the logo, eg stretching, rotation or separation of icon and text

Don’t place the logo on busy backgrounds

Don’t change the colour of the logo (see colour variations on page 12)

Don’t alter the typeface


What you can’t do

because you can

Changing the basic characteristics of the logo can easily damage its visual consistency and weaken your message.

in the Braintree District

livewell

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Colour variations


Colour logo Black and white logo One colour logo

Reversed out logo


colour paletteThe primary colours in our palette are red and blue. They are used to emphasise the branding.

Red PANTONE Red 032 C: 0% M: 90% Y: 60% K: 0% R: 230 G: 51 B: 41 #e43631

Blue PANTONE Blue 072 C: 100% M: 85% Y: 0% K: 4% R: 40 G: 53 B: 131 #293881

Our secondary colours are black and white and are mainly used for body copy.

Please do not introduce colours into the system which conflict with the range of colours we have chosen, as this will dilute the impact of our brand.

If you need advice or help with the use or interpretation of the livewell identity, contact the Graphics Design or Marketing and Communications team at Braintree District Council [email protected]

14 livewell brand guidelines

typography style Primary typefacelivewell communications materials are set in ‘Myriad Pro Light’, ‘Myriad Pro’ and Myriad Pro Bold.

The font is a simple, clean and friendly font with high legibility.

Secondary typeface For accessibility, you can use ‘Arial’ which has excellent on-screen legibility and availability in all Microsoft and Macintosh operating systems.

Myriad Pro Light abcdefghijklmnopqrst abcdefghijklmnopqrst ABCDEFGHIJKLMNOPQRST ABCDEFGHIJKLMNOPQRST 1234567890.,:;<<>>!?

Myriad Pro abcdefghijklmnopqrst abcdefghijklmnopqrst ABCDEFGHIJKLMNOPQRST ABCDEFGHIJKLMNOPQRST 1234567890.,:;<<>>!?

Myriad Pro Bold abcdefghijklmnopqrst abcdefghijklmnopqrst ABCDEFGHIJKLMNOPQRST ABCDEFGHIJKLMNOPQRST 1234567890.,:;<<>>!?


photographyThe livewell brand is focused on the feel-good nature of healthy living. This theme is reinforced in the preferred photographic styles: People Feature people of different age, gender and ethnic backgrounds who look healthy, active and content whenever possible.

Action To illustrate physical activity, healthy eating and how easy it is to be more active or to eat healthily.

You don’t always have to be tied to using photographs. If the project better suits the use of graphic imagery then feel free to get creative and explore other visual routes.


videography Credits All audio and visual communications produced as part of a livewell campaign must clearly identify the livewell logo at the beginning and end of the recording and note any appropriate copyright.

Videos must display the livewell logo. Audio recordings which are not embedded in another branded media form must identify livewell within the trailer.

Captioning All videos produced as part of a livewell campaign must be captioned by providing a transcript of the content to ensure they are accessible to all audiences.

It is not acceptable to rely on auto captions. If you are unsure how to proceed, please contact the livewell Comms officer.

Opening and closing slides Ensure the livewell logo, font and colours are used in the opening and closing slides. Include a single call to action in the end slide.


brand applications The following pages provide examples of how the livewell brand elements may be executed.We recognise that this is by no means a definitive range of applications, but taken together with the guidelines on tone of voice, logo, colour palette, typography and photography, we hope they will inspire you to create effective, on-brand communications.


beat the boredomvisit our website for ideas to keep the children busy and active this summer www.livewellcampaign.co.uk

Clements Hall Leisure Centre @ClemhallLC 01702 207777 [email protected]

openlivewell

Save the dateCome

along and try

a range of

activities around

the site for

free

Look out for more details soon

SATURDAY 12.01.19 10am-2pm

day

CLEMENTS HALL LEISURE CENTRE

your local guide to health and

wellbeing in Essex

www.livewellcampaign.co.uk

Local Activities

Your Health

Nutrition & Weight Management Mental Wellbeing

Ageing Well

Livewell campaign @LivewellLocalFollow us on:

Advice for families

brand in use

web banner

poster

pull-up banner

livewellchildprojectAim: Halt the rise in obesity in primary school childrenLivewell child is a three year pilot programme designed to deliver fun and easy ways for families to make changes which will help them live well. A number of campaigns and activities will be delivered throughout the three year programme focused on activity and eating well.

Campaigns will include ‘Eat like a Superhero’, Daily Mile, Let’s Get Cooking, Active Heroes, Look up from the Screen, Grow your Superpowers.

Dr. Ahmed Mayet and Dr. Anna Davey are our GP champions, and Megan Atkinson is our dentist champion for the project.

10 schools within the Braintree district have volunteered to take part in the pilot.

E: [email protected] W: www.livewellcampaign.co.uk T: 01376 552525 Livewell @Livewelllocal

leaflet


email signature

email signature

powerpoint slide

merchandise

twitter banner

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This information is issued by: Braintree District Council Marketing and Communications

Contact us: [email protected]

Marketing and Communications Braintree District Council Causeway House Bocking End Braintree Essex CM7 9HB

Follow us:

livewell campaign

@livewellLocal

livewell campaign

Visit: www.livewellcampaign.co.uk

Published November 2018

Documents

livewell campaign brand guidelines · • web banner • poster • pull up banner • leaflet • email signature • powerpoint slide • merchandise livewell brand guidelines