Spoonful of Sugar Brand guidelines 2018
Contents Introduction
Visual identity
Our brand
4
Logo 7
About Spoonful of Sugar
5
Logo: size and placement
8
Logo: exclusion zones
9
Typeface
10
Colour palette
11
Introduction
3 | Spoonful of Sugar brand guidlines
Our brand What do we mean by brand?
Why is brand important?
About this guide
A brand is more than just a logo. It is a complex mix of perceptions and associations for an organisation – born out of what we say and do and how people perceive/feel about us.
It is important that our audiences have a positive perception of our organisation and understand who we are, what we’re doing and why. It is particularly important that these audiences see us as credible and reputable.
This Guide introduces the Spoonful of Sugar brand. It explains how to work with the brand in order to present Spoonful of Sugar and its work in a consistent and professional way.
what how your you do brand people and say feel
The Spoonful of Sugar brand – and our ability to manage it – will define who we are and how we are perceived. If people trust and think well of our brand, our strategy can be achieved more easily. Brand consistency is also important in contributing to recognition, credibility and professionalism. Our brand strategy is about articulating:
• Who we are • What we’re here to do and why • How we work
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The guide is intended to be a concise practical resource. It is not intended to cover every eventuality. If you need guidance on an issue not covered by the Guide, please consult Anne Odling-Smee at Design Science: anne@design-science.co.uk
About Spoonful of Sugar What we stand for
Who we are
Our mission
Spoonful of Sugar (SoS) is a boutique behaviour change consultancy. We recognise the role of stakeholder beliefs and behaviours in unlocking access to medical innovations driving improved outcomes. Founded on the cutting-edge research of Professor Rob Horne and his colleagues at UCL, we’ve made it both our mission and our purpose to understand the perceptions and practicalities that affect the uptake of medical innovations.
We’re passionate about what we do, and the diversity in the SoS team reflects that determination to work with clients to bridge the gaps between innovation, engagement, uptake, and outcome. Our colleagues come from a range of backgrounds representing academia, the pharmaceutical industry, the medical profession, and the creative communication industries.
Our approach is founded on Professor Rob Horne’s leading-edge research into behavioural medicine. This academic and clinical expertise, in combination with our private sector skills, puts us in an authoritative position from which to help each and every patient make the most of their medicines. Our expertise in patient behaviour also makes us the preferred option for healthcare teams looking for education and training in the field.
Our programmes are tailored and engineered to deliver specific engagement approaches, with all the relevant stakeholder groups, including patients, their carers, healthcare professionals, and policy makers.
Together, we offer a wealth of experience of working in a range of therapy areas and, drawing on our academic platform, develop commercially-sound solutions for our clients.
Our vision
5 | Spoonful of Sugar brand guidlines
To help people get the best from their medicines in the most delightful way!
Visual identity
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Logo Any of the formulations of the logo shown opposite should be used according to context. The logo can also be separated from the title and strapline.
Logo + title + strap
Logo mark
Logo + title
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Logo: size and placement The width and height proportions of the logo and its typography must never be distorted and must always remain proportionate. The logo must be placed left-aligned wherever possible. For reproduction at smaller sizes the logo should be used without the strapline (as this will otherwise be illegible). For reproduction at very small sizes, the logo should be used without either the title or the strapline to ensure legibility.
Social media The title does not need to be included alongside the logo if it already appears on that page, e.g. on social media online pages.
Facebook and Twitter icon
Email signature icon
8 | Visual identity: elements
Logo: exclusion zones
Exclusion zone
Format
Margin
Width (varies according to logo version):
Logo landscape full
Logo landscape title
Logo only
A6 5mm
50mm
30mm
6mm
A5 10mm
60mm
40mm
10mm
A4 12mm
70mm
50mm
20mm
A3 15mm
80mm
60mm
30mm
A2 20mm
*
*
*
A1 28mm
*
*
*
A0 40mm
*
*
*
We have created an exclusion zone in order to preserve the authority and legibility of the Spoonful of Sugar logo. The diagram on the right shows guidance on minimum spacing around the logo, to avoid it appearing crowded by other elements.
exclusion zone (see right, ‘Margin’ for sizes)
Minimum size To maintain legibility of the Spoonful of Sugar logo, it should not appear smaller than 50mm for the full landscape version, 30mm for the landscape version with title only, 6mm for the logo alone and 15mm for the portrait version.
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* scale in proportion
Typeface The fonts are an important element of the Spoonful of Sugar visual identity and must not be substituted with any other fonts, or any other variants other than Roman, Bold and Italic.
Weissenhof Grotesk Roman and italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz
Weissenhof Grotesk Bold and Bold italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz
Plantin Roman and italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz
Plantin Bold and italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz
The primary Spoonful of Sugar font is Weissenhof Grotesque. Plantin is the secondary font which should be used rarely and for less formal instances, for example for blog entries of the Spoonful of Sugar website.
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Colour palette Main SoS colours
Back up SoS colours
There are five Spoonful of Sugar brand colours alongside black and white. Teal is the principal brand colour used across Spoonful of Sugar assets including the logo, website and social media channels. The logo should never be comprised of elements of more than one brand colour/other colour. As a general rule, SoS teal should be used as the theme colour for client deliverables, and SoS orange for client proposals.
TEAL (DELIVERABLES)
ORANGE (PROPOSALS)
GREY
BLUE
PURPLE
C80 M20 Y30 K0 R0 G156 B173 Pantone 313U
C0 M70 Y90 K0 R243 G112 B50 Pantone 151U
C35 M33 Y30 K0 R172 G162 B162 Pantone 402U
C100 M60 Y0 K0 R0 G102 B179 Pantone 286U
C43 M76 Y15 K0 R157 G91 B146 Pantone 248U
C49 M2 Y18 K0 R139 G204 B213
C0 M36 Y40 K0 R249 G183 B152
C17 M15 Y15 K0 R217 G212 B212
C54 M19 Y6 K0 R127 G178 B217
C22 M37 Y8 K0 R206 G173 B200
C22 M0 Y8 K0 R209 G235 B238
C0 M15 Y15 K0 R253 G226 B214
C7 M6 Y6 K0 R240 G238 B238
C24 M6 Y3 K0 R204 G224 B240
C8 M15 Y4 K0 R235 G222 B233
100% CMYK: RGB: PMS:
50% tint BLACK
WHITE
CMYK: RGB:
20% tint CMYK: RGB:
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Spoonful of Sugar UCL Business PLC The Network Building 97 Tottenham Court Road London W1T 4TP T +44(0)20 3515 5550 www.sos-adherence.co.uk