1

Brand Guidelines 2013

Our brand

This document is a guide to the brand style for The Kaleidoscope Plus Group.

It explains how creative elements fit together in our communications.

The guide should be followed when commissioning, designing or delivering any kind of communications.

2

3

Mission Aims Core Values

Quality we are committed to achieving and maintaining appropriate standards for the organisation and its services and to building, supporting and maintaining a skilled high quality workforce to ensure excellent service delivery and governance.

Access & equality our commitment to equality is reflected in our policies, practices and services. This commitment goes beyond our ethos to promote equality and challenge discrimination. It involves an active commitment to identifying areas where inequality of access to mental health services and support exists for diverse communities and to develop structures to address them wherever possible.

Continuous improvement & development we will carry out structured and regular review of the organisation and its services, their quality and their impact in order to inform and influence development. We will build skills and seek resources to implement new services and/or facilities in response to identified need.

Partnership we are accountable to all our stakeholders and are committed to making sure the views and needs of our service users, funders and other partners are listened to. We will work with service providers and policy makers to have influence into the development of services and strategies which impact the communities we exist to serve.

Sustainability We have a responsibility to our service users and the communities in which they live to ensure that the services we develop and deliver are sustainable, and to ensure that resources and responsibly managed and allocated.

To promote and support better mental health and wellbeing across our area of operation.

Recovery To deliver high quality and appropriate services for people who experience mental ill health, promoting recovery, independence and integration at all times.

Inclusion To facilitate and support community integration and participation for people with mental health problems.

Awareness To raise awareness of mental health across the communities we serve; to challenge stigma associated with mental illness; to promote and support positive mental across communities.

4

Master logo Variations

2.

1. 3.

4.

1. Wherever possible, use the logo in four colour, with the strapline.

2. Logo in white - use on coloured backgrounds . Always ensure good legibility of the logo when using it on photographic backgrounds.

3. Single colour - purple

4. Single colour - black

5

Master logo exclusion zone Master logo minimum size

The logo should have breathing space. This is determined by the height of the ‘little person’.

The minimum recommended size for the logo is 30mm wide (150 pixels). In exceptional circumstances, where the logo needs to be smaller, remove the strapline ‘Creating brighter futures together’.

30mm (150 pixels)

20mm

6

Master logo recommended sizes

Position on the page

A3Logo width: 100mm wideMargin width: 20mm

A4Logo width: 70mm wideMargin width: 15mm

A5Logo width: 50mm wideMargin width: 10mm

The logo can appear top left, top right or bottom right of a printed page.

7

Celebrating 40 years logoIn 2013, The Kaleidoscope Plus Group celebrates 40 years.This logo may be used for the duration of 2013.

The Celebrating 40 years logo can sit alongside the master logo, but should be considerably smaller. Aim for half the size.

8

Circle of peopleThe circle of people can be used as a graphic element. If used, they should bleed off the page.They can bleed off any edge.Use the four-colour version wherever possible. Make sure that all of the little people are visible.There are also white and black versions.

9

Colour palette

Primary Secondary

C65 M88 Y0 K0

R117 G67 B154

Pantone 2593C

Hexidecimal #75439a

C0 M0 Y0 K100

C70 M15 Y0 K0

R39 G170 B225

Pantone 298C

Hexidecimal #27aae1

C38 M90 Y0 K0

R165 G63 B151

Pantone PurpleC

Hexidecimal #a53f97

C100 M95 Y5 K0

R43 G57 B144

Pantone 2735C

Hexidecimal #2b3990

C85 M16 Y59 K0

R0 G156 B134

Pantone 334C

Hexidecimal #009c86

C0 M100 Y0 K0

R236 G0 B140

Pantone Process Magenta

Hexidecimal #ec008c

C93 M68 Y0 K0

R20 G94 B172

Pantone 2728C

Hexidecimal #145eac

C0 M0 Y0 K0

C20 M0 Y100 K0

R215 G223 B35

Pantone 397C

Hexidecimal #d7df23

C35 M0 Y86 K0

R177 G211 B83

Pantone 375

Hexidecimal #b1d353

C0 M90 Y85 K0

R239 G65 B54

Pantone Red 032C

Hexidecimal #ef4136

C0 M35 Y85 K0

R251 G176 B64

Pantone 143C

Hexidecimal #fbb040

C0 M69 Y83 K0

R243 G114 B62

Pantone 172C

Hexidecimal # f3723e

You can use all of these colours. Tints can be used in graphs, charts diagrams etc.

10

Department logosThe department logos are used to identify different areas of The Kaleidoscope Plus Group.Each department has its own specific colour, which is strongly used within its identity.

C70 M15 Y0 K0

R39 G170 B225

Pantone 298C

Hexidecimal #27aae1

C85 M16 Y59 K0

R0 G156 B134

Pantone 334C

Hexidecimal #009c86

Support Wellbeing CareTraining Governance Engagement

C0 M100 Y0 K0

R236 G0 B140

Pantone Process Magenta

Hexidecimal #ec008c

C35 M0 Y86 K0

R177 G211 B83

Pantone 375

Hexidecimal #b1d353

C0 M90 Y85 K0

R239 G65 B54

Pantone Red 032C

Hexidecimal #ef4136

C0 M35 Y85 K0

R251 G176 B64

Pantone 143C

Hexidecimal #fbb040

Support

Wellbeing

Care

Training

Governance

Engagement

Support

Wellbeing

Care

Training

Governance

Engagement

Support

Wellbeing

Care

Training

Governance

Engagement

Support

Wellbeing

Care

Training

Governance

Engagement

Support

Wellbeing

Care

Training

Governance

Engagement

Support

Wellbeing

Care

Training

Governance

Engagement

11

TypefacesOur brand typeface is Avenir.

Avenir should be used for all applications except typing letters, PowerPoint, internal documents or online HTML text. In these cases, use Arial as the default font.

Avenir 45 BookabcdefghijklmnopqrstuvwxyzABCdEfGHIjKLMnOPqRSTUvWxYz1234567890

Avenir 65 MediumabcdefghijklmnopqrstuvwxyzAbcdefghijklMnopqrstuvwxyz1234567890

Avenir 95 BlackabcdefghijklmnopqrstuvwxyzABCDEfGhijklMnOPqrSTuVWxyz1234567890

Avenir 45 Book ObliqueabcdefghijklmnopqrstuvwxyzABcdefghijklmnOpqrstuvwxyz1234567890

Avenir 65 Medium ObliqueabcdefghijklmnopqrstuvwxyzAbcdefghijklMnOpqrstuvwxyz1234567890

Avenir 95 Black ObliqueabcdefghijklmnopqrstuvwxyzABcdefghijklmnOpqrstuvwxyz1234567890

12

Typefaces

• For headings, use Avenir Black• Upper and lowercase letters• -50 tracking• Point size changeable - to suit design

• For body copy, use Avenir Book• Upper and lowercase letters• -50 tracking• On an A4 printed document, use 9pt text

on 12pt leading• Indent paragraphs by 4pt• First paragraph should be in Avenir Medium

headings Body copy

this is an example of a pull quote. que conet res alibusam rendandam aut hariti volupta nime ventunt eaquo te et fuga

this is an example how the body copy should appear in an A4 printed document. que conet res alibusam rendandam aut hariti volupta nime ventunt eaquo te et fuga.

Et, nem aut ut hicil excerum re sit ea voluptat fugiaspidus, as ut que ni corestiumqui doluptam accum quiasi occum nonsecto eaque des alia conest, ium etur?

quis eum atiatectem facium ipiscillam, quidit doluptatin re eatiorum ratur? ferferi beribust, nobist fugiam, eturenitatem autem est aut eniment vendis dolorendusa consedia cuptatium venditis dolla santis solupta tatur? quisquis ende conem inulpa corepelectio et et aut rate ipsam quo tem quis sum fuga. nam sequi abore vendicil erchici nihicius doluptat.

Te nist audam, am vit et volum vellamet voluptate pligendae ne sam, corepel iquibusto uis ende conem inulpa corepelectio et et aut rate.

• for pull quotes, use Avenir Black Oblique• upper and lowercase letters• -50 tracking• On an A4 printed document, use 12pt text

on 15pt leading

pull quote

this is an example of a pull quote. que conet res alibusam rendandam aut hariti volupta nime ventunt

13

ImageryPeople orientated. Use bright, vibrant, simple, high-quality images.

14

ImageryBlack and white

15

Examples shown for different departments

It is possible to use the circle of people on top of photography, as long as it is clearly visible and not compromising the photograph in any way.

We can also use a deep solid line at the bottom of photographs.

for the Kaleidoscope Group communications, the solid line shoule be the primary blue or purple.

for department communications, the colour of the solid line should be consistent with the relevant department’s specific colour.

Graphic elements - four colour

Support

Wellbeing

Care

Training

Governance

Engagement

Support

Wellbeing

Care

Training

Governance

Engagement

16

Using black and white imagery...

Graphic elements

Examples shown for different departments

17

Banners and posters

Colour image poster

department image banner Text bannerColour image banner

Our Mission

To promote and support better mental health and wellbeing across our area of operation.

18

Banners and posters

Black and white image poster

department image bannerBlack and white image Banner

19

Examples of printed materials

The Kaleidoscope Plus Group1st Floor, Hawthorns House,Halfords Lane, West Bromwich,West Midlands, B66 1BB

T: 0121 565 5605F: 0121 565 8340www.kaleidoscopeplus.org.uk

Kaleidoscope Plus Group Company Registered in England and Wales No: 4660523Registered Charity No: 1096473

We rely on donations to continue our work. Please help if you can.

Phone 0121 565 5605 or email info@kaleidoscopeplus.org.uk to make a donation. Thank you.

The Kaleidoscope Plus Group1st Floor, Hawthorns House,Halfords Lane, West Bromwich,West Midlands, B66 1BB

T: 0121 565 5605F: 0121 565 8340www.kaleidoscopeplus.org.uk

Kaleidoscope Plus Group Company Registered in England and Wales No: 4660523Registered Charity No: 1096473

With compliments

www.kaleidoscopeplus.org.ukThe Kaleidoscope Plus Group1st Floor, Hawthorns House, Halfords Lane, West Bromwich, West Midlands, B66 1BB

T: 0121 565 5605 F: 0121 565 8340www.kaleidoscopeplus.org.uk

Next appointment...

Time Date Venue Agreed

Letterhead Business card - front and back Appointment card - front, back and inside

With compliments slip

Contact:

Tel:

Email:

The Kaleidoscope Plus Group 1st FloorHawthorns HouseHalfords LaneWest BromwichB66 1BB

T: 0121 565 5605www.kaleidoscopeplus.org.ukKaleidoscope Plus Group Company Registered in England and Wales No: 4660523Registered Charity No: 1096473

Contact:

Tel:

Email:

The Kaleidoscope Plus Group1st FloorHawthorns HouseHalfords LaneWest BromwichB66 1BB

T: 0121 565 5605www.kaleidoscopeplus.org.uk

Kaleidoscope Plus Group Company Registered in England and Wales No: 4660523Registered Charity No: 1096473

20

Examples of printed materialsPop-up banner

21

PowerPoint presentations

Our Aims• Recovery

To deliver high quality and appropriate services for people who experience mental ill health, promoting recovery, independence and integration at all times.

• InclusionTo facilitate and support community integration and participation for people with mental health problems.

• AwarenessTo raise awareness of mental health across the communities we serve; to challenge stigma associated with mental illness; to promote and support positive mental across communities.

A PowerPoint template is available upon request