Brand Guidelines
YMCA National Fundraising Event
Sleep rough so others don’t have to ENGLAND
Brand Guidelines
YMCA National Fundraising Event
Contents 3. Concept, Look and Feel 4. Print Specifications 5. Logo 7. Local YMCA Branding 8. Strapline 9. Colours 10. Fonts 12. Images & Templates 13. Photography 14. Writing Guidelines 19. Good Luck
ENGLAND
YMCA Sleep Easy
Sleep rough so others don’t have to
2
Brand Guidelines
YMCA National Fundraising Event
Concept, Look and Feel When marketing an event to potential participants, donors, sponsors and supporters, creating the right look and feel is incredibly important, and helps to answer the kinds of questions that are likely to arise: What is it? Will it be fun? Is it for adults/ children/ families? Is it well organised? Do I trust this event? Good branding sets the tone of an event, so by branding an event effectively, participants will get a sense of what to expect. Creating a look and feel which is pitched appropriately for the event and its target audience will contribute hugely to its success. The look and feel of the YMCA Sleep Easy is controlled by the design elements; cardboard sections, stamp logo, strapline, fonts, colours, image usage and writing style. These guidelines will be part of an event pack consisting of all necessary resources and templates to create your individual materials.
The YMCA Sleep Easy Concept The concept for the YMCA Sleep Easy aims to be hard-hitting, using the theme of sleeping rough to draw attention to the plight of homeless young people around the country. By asking participants to spend one night sleeping rough, the event will raise awareness of the conditions many homeless young people endure every night. The YMCA Sleep Easy is not intended to involve a comfortable, warm night’s sleep, but it will be a fun, social activity which harnesses discomfort to support a great cause. Taking part in the YMCA Sleep Easy should feel like a real achievement, where participants feel good by doing good.
ENGLAND
YMCA Sleep Easy
Sleep rough so others don’t have to
3
Brand Guidelines
YMCA National Fundraising Event
Print Specifications Basic specifications for your printers to follow are set out below. They include paper stock and colour profiles which are important to stick to when getting quotes from printers. This will help to maintain the correct look and feel for the event by creating consistency across printed materials. They are not specific to paper brand but to paper type. Paper: All printed materials should be printed on Matt Silk paper and depending on the size of application must differ in weight. Posters: Must be on - 150gsm Silk Flyers: Must be on - 200gsm Uncoated Letterheads: Must be on 100gsm plain paper (no effects like Conqueror Bonded etc.)
ENGLAND
YMCA Sleep Easy
Sleep rough so others don’t have to
4
Brand Guidelines
YMCA National Fundraising Event
Logo Usage The YMCA Sleep Easy logo is designed, primarily, to be a stamp on cardboard, but it also has the flexibility to be used anywhere, creating a stamped effect. The logo should always be at a slight angle to reflect the idea of the ad hoc stamp style. It also suggests that it is a relaxed event, not corporate or too serious. Colour The logo must either be in the YMCA’s corporate red or black.
Do use it on the cardboard and white backgrounds:
3
3
Do not use it on photos. Do not reverse it out. Do not add a drop shadow:
7 ENGLAND
7 YMCA Sleep Easy
7
Sleep rough so others don’t have to
5
Brand Guidelines
YMCA National Fundraising Event
Exclusion Zone There should be nothing too close to the logo (this is called an exclusion zone). Below is the minimum distance anything can be from the logo. An exclusion zone of 25% of the height of
8mm
the logo should always be used. Bear in mind that the bigger the logo, the larger 8mm
8mm
32mm
the exclusion zone, so if the logo is 32mm in height then the exclusion zone should be 8mm. In the following example: logo height = 48mm, exclusion = 12mm
8mm
12mm
12mm
12mm
48mm
12mm
Minimum Size
30mm
ENGLAND
YMCA Sleep Easy
Sleep rough so others don’t have to
6
Brand Guidelines
YMCA National Fundraising Event
Local YMCA Branding When advertising individual YMCA Sleep Easy events, YMCAs should use a version of the logo which includes their YMCA name under the stamp logo. This is the only item that should be within the exclusion zone as it is part of an alternative logo, the ‘local YMCA event logo’. The YMCA name must be in the ‘Cracked’ font, be coloured red and must be set at the same angle as the stamp logo in order to follow the event branding.
Kingston & Wimbledon Romford
Guildford Corporate YMCA Logos
The local YMCA event logo (above) is not a replacement for each YMCAs’ corporate logo. Each YMCA can place their corporate logo in the red tab design element: 53mm
23mm
ENGLAND
This element is designed to bleed off the edge of the page. It can feature on the top, side or bottom but not right in a corner. It must remain red to follow the event colours and maintain consistency of event branding. The dimensions shown above must not be altered so that the national consistency is upheld. Bear in mind that the details on the posters will also be individual to each YMCA.
ENGLAND
YMCA Sleep Easy
Sleep rough so others don’t have to
7
Brand Guidelines
YMCA National Fundraising Event
Strapline Why this Phrase? The strapline has been chosen because it sums up quickly and effectively exactly what the event is. ‘Sleep rough...’ has the gritty reminder of homelessness. ‘... so others don’t have to’ adds a charitable dimension, reinforcing the message that by taking part in this challenging event participants will be helping those in need. Usage The strapline must always be written in the ‘Cracked’ font. The strapline should be used either in red on the cardboard or white backgrounds or reversed out on red. Do not place the strapline directly under the stamp logo as it is not part of the logo. A strapline is a statement to further explain the event or cause.
Sleep rough so others don’t have to Sleep rough so others don’t have to Sleep rough so others don’t have to The strapline must be prominent on every piece of material produced around the event. It is best used as a headline for posters, flyers and introductory slides on PowerPoint presentations. If used in that way there will be room next to the YMCA tab (the design element showing the local YMCA logo) for the YMCA strapline ‘Helping young people build a future’. This may not be your local YMCA’s strapline but as it is a national event the national strapline of YMCA England should be used. Alternatively it should be placed at the bottom of pages and posters near the YMCA tab.
ENGLAND
YMCA Sleep Easy
Sleep rough so others don’t have to
8
Brand Guidelines
YMCA National Fundraising Event
Colours The primary colour selected for the YMCA Sleep Easy is one of the corporate colours for the YMCA. As the YMCA Sleep Easy is a national event it is important to reflect a common theme that will fit in with each YMCA’s colours. The idea is to keep it simple, eye catching and still part of YMCA branding. Red:
C=15 M=100 Y=100 K=0
As the cardboard image is a 4 colour process it would be more expensive to have a spot colour (making materials 5 colour), so the CMYK colour should be used with the profile as above. The only other brand colour is black for main body text and sub headers.
ENGLAND
YMCA Sleep Easy
Sleep rough so others don’t have to
9
Brand Guidelines
YMCA National Fundraising Event
Fonts When producing marketing materials for the YMCA Sleep Easy you should use the brand fonts selected for the event. Each font can be either red or black, depending on usage. Cracked:
Futura Book:
Futura Heavy:
ENGLAND
YMCA Sleep Easy
Sleep rough so others don’t have to
10
Brand Guidelines
YMCA National Fundraising Event
Font Sizes and Styles Using the fonts appropriately is important to establish a balance on posters, flyers and presentations. Both fonts will be included in templates and also supplied separately for YMCAs to install. ‘Cracked’ should only be used for headers, the strapline and for the ‘local YMCA event logo’. This font will look messy and hard to read if used for body text so only use it for short pieces of text. ‘Futura’ can be used quite freely other than for headers, the strapline and for the ‘local YMCA event logo’. Main Copy Text Sub Headers:
Futura Heavy 14pt - black Small Headers:
Poster Text (Based on A4)
Cracked Main Header:
70pt - red
Futura Heavy 11pt - black / red Main body text: Futura Book 11pt - black
Sub Headers:
Futura Heavy 30pt - red Body Text:
Futura Book 22pt - black / red For larger or smaller posters and flyers please scale the text up or down to fit these proportions. Any poster template, however, will already have these font styles and sizes set under the formatting tools.
ENGLAND
YMCA Sleep Easy
Sleep rough so others don’t have to
11
Brand Guidelines
YMCA National Fundraising Event
Images & Templates Main Brand Imagery The cardboard background on the pavement is the primary image tool for the YMCA Sleep Easy. It should be the main backdrop for posters, flyers, web banners and email footers. The cardboard can be used separately to the pavement image but only on letters and presentation templates as headers and footers.
Templates All applications will be supplied in template form. They will be formatted for Word with text and image boxes laid out in the correct positions for YMCAs to simply enter their individual details and photos. In addition to this all resource images, such as the cardboard cut outs and pavement, will be supplied. These are to pass on, along with these guidelines, to any designers used by YMCAs.
ENGLAND
YMCA Sleep Easy
Sleep rough so others don’t have to
12
Brand Guidelines
YMCA National Fundraising Event
Photography Usage of Photos Any photos used on posters, flyers and websites are to appear as if they are part of the background image. The idea is that the photos will look like they have been scattered on the cardboard and pavement background. The text and logos should be set around them. Example:
Guildford
Sleep rough so others don’t have to Your text here
Helping young people build a future
The style of photo should be of people enjoying a YMCA Sleep Easy event. They can look tired, be laughing, sipping tea and looking a bit cold, everything that happens at the event. Photos should not depict sad and dejected homeless young people. These posters are not appeals, they are adverts for a challenging, fun and worthwhile event in aid of a worthy cause. Raising awareness of the issue can be done in writing as per the writing guide section in this document.
ENGLAND
YMCA Sleep Easy
Sleep rough so others don’t have to
13
Brand Guidelines
YMCA National Fundraising Event
Writing Guidelines Writing about your Event General Tips When writing about your event in marketing materials (posters, flyers etc), press releases or other communications, follow these simple guidelines: • Lead with the event description as your headline to explain clearly what the YMCA Sleep Easy is: “Sleep rough so others don’t have to” • Use the YMCA Sleep Easy logo prominently • When talking about the event, always refer to it as “the YMCA Sleep Easy” • Don’t confuse matters by referring to Homelessness Sunday. If you want it mentioned, include the Homelessness Sunday logo • If writing copy for a poster or flyer advertising the event, don’t include general information about youth homelessness. Direct people to the website for more information or include a homelessness fact sheet in your event pack. • The point of advertising is that less is more. Keep to the necessities (date, location, name, time etc) but avoid filling a poster full of unnecessary background information.
Boilerplates Use these standard boiler plates on your YMCA Sleep Easy communications About the YMCA The YMCA is an inclusive Christian Movement, transforming communities so that all young people truly belong, contribute and thrive. About the YMCA Sleep Easy The YMCA Sleep Easy is about sleeping rough so others don’t have to. Spend a night challenging yourself, having fun and raising money to change the lives of homeless young people.
ENGLAND
YMCA Sleep Easy
Sleep rough so others don’t have to
14
Brand Guidelines
YMCA National Fundraising Event
Writing Generally about Homelessness Before you start Before writing anything you should think about: 1. Who is it for? Identify your key audience. The YMCA has many different audiences, from young people, supporters and YMCA staff to MPs, funders and journalists. Don’t try and appeal to everyone. By doing so you may well reach no one. 2. What do they need to know? Once you’ve identified your audience, think about their needs and adapt your content accordingly. The general public who are unaware of the YMCA’s work will need a lot more detail than someone who is a long-term supporter or a youth worker. 3. How is information best communicated? What is the best way to reach your chosen audience? A direct mailing to local churches? Online? Through posters in your local school or supermarket? Think about where your target audience is likely to be. 4. What can you ask them to do? Obviously the point of the YMCA Sleep Easy marketing materials is to encourage people to take part. But what about those people who want to do more? Could they help market the event on their website? Could they volunteer? And what about those people that are unable to take part? Could they do a sleep in instead? Or could they take part by sponsoring someone else?
ENGLAND
YMCA Sleep Easy
Sleep rough so others don’t have to
15
Brand Guidelines
YMCA National Fundraising Event
Tips on Tone 1. National vs Local At the YMCA, we take pride in being nationally significant but locally relevant. Remember that while your YMCA is organising your individual event, you are part of a much larger Movement, and your messages should not be in conflict with or contradict the wider national remit. However, don’t be so general that readers can’t see the impact to your local community. Highlight the work of your local YMCA as part of a national framework. 2. Be honest Spending a night sleeping rough in winter is not a pleasant experience. So let’s not pretend it is. The likelihood is you will be cold, you will be uncomfortable, and there will be moments when you wonder why on earth you’ve agreed to do it. That said, fundraising is meant to be challenging, and feeling good comes from doing good. So be honest. Don’t pretend the YMCA Sleep Easy will be easy (as the name suggests!) but also don’t terrify people into thinking they can’t do it. Examples Wrong: You should make yourself suffer so you know how it feels to be a homeless young person. Wrong: Don’t worry, sleeping rough is easy. It’ll be over before you know it. Right: Sleeping rough is a challenge, but that’s what makes it all the more rewarding. 3. Be enthusiastic Think about the kind of atmosphere you want at your event, and replicate it in your communications. You want people to be enthusiastic so they have fun and feel inspired. By setting the tone of the event in your writing, you’re setting the tone for the entire event.
ENGLAND
YMCA Sleep Easy
Sleep rough so others don’t have to
16
Brand Guidelines
YMCA National Fundraising Event
4. Be real If you’re including a case study of a homeless young person, it makes sense to use their own words. Using real quotations will have a much stronger impact on the reader. Examples Wrong: James found life on the street very tough. He felt depressed and alone. Right: James said, “I found life on the street very tough. I felt depressed and alone.” 5. Be supportive Remember that the YMCA is an enabler. We do not provide complete outcomes, but we do provide the support and guidance young people need to fulfil their potential. Never portray young people as helpless and passive. Examples Wrong: The YMCA gives homeless young people a brighter future Right: The YMCA is helping homeless young people build brighter futures Wrong: Thanks to the YMCA, Jenny is back in education Right: Thanks to the YMCA, Jenny has been able to return to education 6. Be active The YMCA’s vision refers to ‘transforming communities’, thereby enabling young people to ‘belong, contribute and thrive’. Use language that is active to build enthusiasm and encourage people to get involved, donate, find out more etc. 7. Be hopeful Youth homelessness sucks, but we’re doing something about it. Don’t let supporters get bogged down in poignant, heart-wrenching rhetoric and never let them think a situation is hopeless. The YMCA Sleep Easy is about challenging yourself, having fun and raising money for a worthy cause. Show the need, and the tough situation, but also point out the amazing work the YMCA is doing to alleviate that suffering. Inspire readers to see the YMCA as an answer to youth homelessness. A solution might not have been found yet, but the YMCA is a consistent, enduring presence which provides support whenever and wherever a young person needs it.
ENGLAND
YMCA Sleep Easy
Sleep rough so others don’t have to
17
Brand Guidelines
YMCA National Fundraising Event
8. Be precise Never make broad sweeping statements or generalisations. One young person’s experience of homelessness may not be the same as another, and youth homelessness doesn’t just refer to young people sleeping on the street in a cardboard box. Get around this by using language like ‘some’, ‘many’, ‘can often’ etc. Also, remember that while the YMCA Sleep Easy focuses specifically on youth homelessness, the YMCA does work in lots of other areas too. Don’t feed the common perception that the YMCA is ‘just a hostel’. Examples Wrong: Homeless young people find life frightening and hard Right: Homeless young people often find life frightening and hard Wrong: Children in care grow up without love and stability Right: Many children in care feel they don’t have a loving, stable family 9. Be distinctive Try to distinguish the work of the YMCA from other youth charities. Remember that we provide holistic care to help young people in mind, body and spirit. Aim to fill your readers with hope. 10. Use plain English Everything you write should be easy to read. This means writing in plain English, using simple language and minimal punctuation. Avoid abbreviations, acronyms and jargon. Visit the Plain English Campaign at www.plainenglish.co.uk for more information. Examples Wrong: The YMCA Sleep Easy is a nationally coordinated fundraising initiative delivered by local associations in their vicinities. It aims to encourage the local community to participate in a sponsored sleep out, and raise funds to support the YMCA in delivering quality services to end users. Right: The YMCA Sleep Easy is about sleeping rough so others don’t have to. Spend a night having fun and raising money to change the lives of homeless young people.
ENGLAND
YMCA Sleep Easy
Sleep rough so others don’t have to
18
Brand Guidelines
YMCA National Fundraising Event
Good Luck! Lastly, good luck with organising your event. If you have any questions regarding these guidelines please contact either: Sally Draper
Ben Hunter
Writer/ Editor
Design & Production Coordinator
020 7061 3338
020 7061 3337
sally.draper@england.ymca.org.uk
ben.hunter@england.ymca.org.uk
ENGLAND
YMCA Sleep Easy
Sleep rough so others don’t have to
19