Bringing our uniqueness to life - Cancer Research UK

Bringing ouruniqueness to lifeBrand Guidelines August 2009

ContentsWhy our brand is important 1Who we are 2Brand identity 3Our brand frameworkOur vision 5Our goals and purpose 6Brand framework 7Our visual identityAt a glance 9Using our logoLogo elements 10Colour variants 11Positioning 12Size and exclusion zone 13Artwork formats 14Working with others 15Using our visionColour variants 17Size and using magenta on blue 18Positioning 19Our fontsCancer Research UK fonts 20How to find our fonts 21Type hierarchy 22Page layout 23Our coloursPrimary colours 24Secondary colours 25Tints 26Circle design devicesCircle device overview 27Guiding principles 28Circle artwork and templates 29Arrowhead 30Other design devices 31Photography 32Illustration 34Our tone of voice 35Online 36Stationery and templates 39Bringing it togetherExamples of our communications 41Practical informationNaming 44Legal requirements 46The Fundraising Standards Board 46Help and resources 47Checklist 48Sign-off procedure 49Using these guidelinesPlease use these guidelines to help inspireand guide you when creating and producingcommunications for Cancer Research UK.You can use the interactive links within theguidelines to take you straight to other sectionsor to other guidelines and useful information.Please look out for the throughout thisguide to indicate where our brand guidelinesmay need to be interpreted differently online.If you have any questions please email theBrand team at brand@cancer.org.ukBrand guidelines 2009Contents

Why our brandis importantEvery activity that clearly communicates who we are and what we do helps build our brand.We are a large and complex organisation and we come into contact with various audiencesin different ways. Our brand provides a platform for the way we speak and write, the way wemanage our physical environments, the way we behave and what we offer as an organisation.Building our brand will help us achieve our vision.Our brand helps us stand out from the crowd.This enables us to work more effectively infundraising and campaigning and helps us to attract and retain people.The associations of trustand good work we build into our brand enable greater access to key people and places andincrease the support and loyalty of the public.In order to inspire people to work with us to achieve our vision, we need to clearly andconsistently communicate who we are, what we do and why we do it.1Brand guidelines 2009Contents

Who we areLinks• Who we are statements• Headline facts about Cancer Research UKCancer Research UK is the world’s leading charity dedicated to beating cancer through research.Our groundbreaking work into the prevention, diagnosis and treatment of cancer has helped save millionsof lives. Survival rates have doubled in the last thirty years and we have been at the heart of that progress.But one in three of us will still get cancer at some point and our vital work, funded entirely by the public,will help ensure that millions more people will survive.2Brand guidelines 2009Contents

Brand identityHow we lookand soundLogoColoursDesign devicesFontsImagesTone of voiceAudioOur brandframeworkVisionGoalsPurposeBrand essenceBrand personality3Brand guidelines 2009Contents

Our brandframework

Our visionOur vision is a statement of what we aspire to, why we exist and the impact we want to have on society.Only through the efforts of all our supporters and inpartnership with others can we continue our life-saving workand achieve the greatest impact in our fight against cancer.Beat shows our ambition, confidence and passion. Millions of peoplehave beaten cancer and we will continue to find new ways to prevent,diagnose and treat the disease, to ensure that millions more will survive.5Brand guidelines 2009Contents

Our goalsand purposeLinks• Find out more about Cancer Research UK• Find out more about our goalsOur goalsOur goals help to explain our vision and role in beating cancer.Together with our partners, we aim toachieve these goals by the year 2020.They provide measures to assess our progress and the impactwe hope to have in the next ten years and beyond.• People will know how to reduce their risk of cancer.• The number of smokers will fall dramatically.• People under 75 will be less likely to get cancer.• Cancer will be diagnosed earlier.• We will understand how cancer starts and develops.• There will be better treatments with fewer side effects.• More people will survive cancer.• We will especially tackle cancer in low income communities.• People with cancer will get the information they need.• We will continue to fight cancer beyond 2020.One of the key purposes of the goals is to clearly communicate our ambitions to our supportersand the general public.To have impact they need to become part of our language and integral toour communications.Our purpose statementsOur purpose statements describe whatwe do to achieve our vision.• We carry out world-class research to improveour understanding of cancer and find out how toprevent, diagnose and treat different kinds ofcancer.• We ensure that our findings are used to improvethe lives of all cancer patients.• We help people to understand cancer, theprogress we are making and the choices eachperson can make.• We work in partnership with others to achievethe greatest impact in the global fight againstcancer.6Brand guidelines 2009Contents

Brand frameworkLinks• Bringing it together - see how our personalitycan come across in communicationsOur framework is a summary of everything that makes up our brand. It defines the central platform on which all ourcommunications should be built.Our visionOur brand essenceAt the heart of our brand offering.It should be implicit in all our communications.Giving hope that through our groundbreaking research, we willsave more lives in the future.Our brand personalityUnderpins our essence.These traits help make usdistinctive and should be evident at every touch-point.7GroundbreakingAuthoritative voice of cancerPassionateBrand guidelines 2009We are ambitious, innovative and at the forefront of medicaladvances that have saved millions of lives.Our world-class research gives us the authority and integrityto influence and inform.We are passionate about beating cancer and this is whatunites and inspires us.Contents

Our visualidentity

At a glanceOverview of the key visual elements of our identityThis page shows all the elements that can visually represent Cancer Research UK.They are a set of tools that will enable you to create distinctive andrecognisable Cancer Research UK communications which will help to build our brand.There are separate pages demonstrating how to use each of theseelements in this section.LogoColoursFontsPantone 072CBlueMagentaPantone 5473CLight bluePantone 512CTealPantone 361CTurquoisePantone 224CGreenPantone 285CPurplePantone 159COrangePantone 311CPinkPantone 124CYellowCR-UK Just Left HandGill Sans LightGill Sans RegularVision/straplineCircle deviceSolid circle Linear circle Overlay circle Arrowhead9Brand guidelines 2009Contents

Using our logoLinks• Download our logosLogo elementsOur logo is the shape of an arrow. It represents the progress we want to make and our ambition to beat cancer.Our logo is made up of two elements – the word mark and the arrowhead.The size and position of these elements in relation to each other must never bealtered. Our word mark is made from specially drawn characters so it can’t be replicated from a standard font. Always use the artwork available on thebrand extranet when using our logo, and never stretch or distort the logo in any way.word markarrowhead10Brand guidelines 2009Contents

Using our logoLinks• Download our logosColour variantsOur logo is available in five main colour variants.The full colour or white with magenta dot logo should be used whenever possible.Full colour logoThe full colour logo can be used on white and coloursfrom our colour palette (apart from teal, light blue andpurple). It is available in two print formats: spot colourand four colour process.White with magenta dot logoAlso known as a ‘reversed out’ logo, this can beused on our blue, secondary colours (apart frompurple and teal) and on top of photography.Black logoThis version must only be used ifyou are printing in black and white.Blue logoThis is available for when materials are printed inone or two colours.White logoThis is available for when materials are printed inone or two colours.This version can be used ona colour or photograph where magenta will notshow up.Pink logoThere is also a pink version of thelogo for use only in our breast cancerawareness (BCA) communications.Artwork and BCA visual identityguidelines are available on the brandextranet.11Brand guidelines 2009Contents

Using our logoLinks• Bringing it together - see how our logo workswith all other elementsPositioningOur logo should be placed top right or bottomright on communications.Our logo can be used over a photograph, but becareful to make sure it is clear and still has impact.Our logo should be included on the back of leafletsas well as the front wherever possible.Online the logo should appear in the top left of thewebpage.Top rightBottom rightFurtherinformationFor more about mouth cancer visitwww.openuptomouthcancer.orgHelplines for people who want to stop smoking:Quitline (UK) 0800 00 22 00NHS (England) 0800 169 0 169NHS (Wales) 0800 085 2219NHS (Scotland) 0800 84 84 84NHS (N Ireland) 0800 85 85 85Asian Quitline 0800 00 22 88For more about cancer visit our patient informationwebsite www.cancerhelp.org.uk click on ‘specificcancers’ then ‘mouth and oropharyngeal cancer’.If you want to talk in confidence about cancer, callour information nurses on freephone 0808 8004040.You can order our full range of leaflets freeonline at www.cancerresearchuk.org/leafletsAbout Cancer Research UKCancer Research UK is the world’s leadingcharity dedicated to finding out how to prevent,diagnose and treat cancer. If you would like tosupport our work, please call 020 7121 6699or visit www.cancerresearchuk.orgDetectingmouth cancerand how to reduceyour riskDon’t use a version of the logo on abackground of the same colour12Logo over photographyBrand guidelines 2009Ref: ED059B. April 2009.Registered charity no 1089464.Logo on a back coverOnlineDon’t use a version of the logo on aphotograph with a cluttered backgroundContents

Using our logoLinks• Download our logosSize and exclusion zoneThe size of our logo will vary according to the material it appears on, but it must not be smaller than the recommended sizes below.The exclusion zone shown makes sure that there is enough clear space around our logo for it to have impact. Nothing – words, charity number – should goinside the logo’s exclusion zone.Online it may not always be possible to maintain the full exclusion zone, but please give the logo as much space as possible, ensuring that it is clearly legible.Recommended logo size for A4Recommended logo size for A5Absolute minimumExclusion zone65mm40mm30mmThe exclusion zone is one arrowhead above the logo,one arrowhead below and one arrowhead to either side.13Brand guidelines 2009Contents

Using our logoLinks• Download our logosArtwork formatsThe artwork for our logos and our vision statement is available in the following formats:JPEG This is a compressed, low resolution file suitable for desktop publishing and PowerPoint ® .EPS For professional printing, either litho or digital and embroidery/merchandise, you will need an EPS logo.This isonly for use with publishing software such as Adobe ® Illustrator, InDesign or QuarkXPress ® . If you don’t have thissoftware, you won’t be able to open the files, but you can send them on to a designer.GIF This is a compressed, low resolution file suitable for the web.Other formats such as Bitmap (a non-compressed file) and TIFF (a high resolution file) can be used for print, desktoppublishing and PowerPoint ® .These formats should only be used when EPS or JPEG versions are not available.14Brand guidelines 2009Contents

Working with othersWorking with others is centralto achieving our visionOur brand is extremely important to us and so itis important we use it carefully when workingwith others. We need to be clear about our role,the role of the organisation or individual we areworking with and the nature of the relationship.The following situations cover the most commontypes of relationship that we have with otherindividuals or organisations. We have createdspecial logos and/or set phrases for theserelationships for you to use in your communications.If you are discussing a relationship which is notclear, please contact the Brand team.When we work together with other organisations on a given activityOur core logo will typically be used oncommunications alongside the logo of theorganisation we are working with.In copy, the relationship should be describedas working together with.Our block logo can be used when we appearalongside two or more other organisations’ logosto increase standout.When other organisations provide support for our activitiesThe phrase supported by can be added above anorganisation's logo on communications if theyprovide financial or other means of support forour activities. In copy, this relationship can bedescribed as supported by and it should be clearhow the organisation is working with us.For example, Cancer Research UK's Run10ksupported by Tesco.15Brand guidelines 2009Contents

Working with othersWhen other organisations or individuals organise activities to support usOur in aid of logo should be used for fundraisingactivities that are organised by others to raisemoney for Cancer Research UK, but are notorchestrated by us directly.Our supporting logo should be used forrelationships that are longer term and involvemore than financial support, or more than oneactivity, eg a long-standing corporate partnership.In both these cases, communications should reflectthe organisations, individuals’ own style and thecopy must be clear that the activity or product israising funds or awareness for us, but that it is notorganised by us directly. Guidelines around the useof our logo - positioning, exclusion zone, size – etcstill apply.When we fund the activity of an individual or organisationOur funded by logo should be used when this clarityis required eg where we don't directly employ ourresearchers but give them grants. It is also useful ifwe specifically fund something and this emphasis isneeded eg a report.All logos are available from the Brand teambrand@cancer.org16Brand guidelines 2009Contents

Using our visionLinks• Download vision artworkColour variantsOur vision statement is a very important part of ouridentity and should be used on our communicationswherever possible. For our vision to have maximumimpact please always use the artwork.The vision is available in six different colour variants.As with our logo, please use full colour or white withmagenta colour versions wherever possible.Full colourBlueWhite with magentaMagentaWhiteBlackThis version must only be used if you are printing in black and white.17Brand guidelines 2009Contents

Using our visionLinks• Download vision artworkSize and using magenta on blueFor legibility and impact we have a unique versionof the vision for use on blue which incorporates athickened magenta ‘Together’.The minimum size forthe white with magenta vision is 75mm wide; belowthis size the white vision must be used for clarity.The minimum size the vision can appear in anycolour is 55mm wide.Online the version should be at least 14pt font sizeand should always be used as an image.Thickened stroke vision75mmMinimum size for white with magenta55mmAbsolute minimum18Brand guidelines 2009Contents

Using our visionLinks• Bringing it together – see how our visionworks with other elementsPositioningUse of our vision is flexible. It can appear opposite our logo on materials, become a heading or serve as a sign-off following copy.Please do not position our vision and logo too close together, but instead ensure that they counterbalance each other, as in the examples below.When using our vision online, it should be at least 14pt font size and should always be used as an image.Together we will beat cancerTogetherwe willbeat cancerTogetherwe will beat cancerBottom right Top left Bottom left StackedVertical19Brand guidelines 2009Contents

Our fontsCancer Research UK fontsOur fonts are a crucial part of our visual identity.They help to pull together a piece ofcommunication and, if used consistently, make itdistinctive and recognisable. Gill Sans and CR-UKJust Left Hand are our core fonts and should beused in our design and communications.Arial can be used as the main font on websites,email, PowerPoint and internal documents, andwhen writing letters.CR-UK Just Left Handabcdefghijklmnopqrstuvwxyz 1234567890Gill Sans LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890Gill Sans RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890ArialABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 123456789020Brand guidelines 2009Contents

Our fontsLinks• Buy CR-UK Just Left HandHow to find our fontsInternal users: Gill Sans and CR-UK Just Left Handare not standard fonts. If you work at CancerResearch UK, these should be installed on yourcomputer; if not, then you can ask IS to install them.External users: need to purchase their own fontsunder normal licensing laws. Gill Sans can be boughtfrom font companies, such as Agfamonotype. CR-UKJust Left Hand is a unique version of Just Left Hand,which has been modified especially for CancerResearch UK and should be bought from DaltonMaag www.daltonmaag.com/access/CRUK_JLHColourType should be blue, black or white. Magenta canbe used to pull out key words or phrases.But please remember that magenta can be difficultto read on a blue background, so use at a minimumsize of 16pt Gill Sans light or 12pt Gill Sans regular.Secondary colours can also be used for type, butonly for differentiation in a long document or forease of navigation when in a suite of products thatsit alongside each other.Minimum sizePlease ensure that Gill Sans is not used below10pt on 12pt.CR-UK Just Left Hand quotations should notbe more than five lines and no smaller than14pt on 16pt.Type onlineArial should be used for all body text online. Gill Sansand CR-UK Just Left Hand are not suitable for useonline.Block capitals and boldWe do not use block capitals when communicatingour messages as they don't reflect our tone of voiceand can appear to ‘shout’ at an audience.Try to usedesign or words for emphasis rather than block capitalletters. If block capitals are integral to the creativeplease only use sparingly.Please do not ‘bold’ CR-UK Just Left Hand orGill Sans fonts.21Brand guidelines 2009Contents

Our fontsLinks• Bringing it together – see how our fonts workwith other brand elementsType hierarchyThe example shown illustrates how the use ofCancer Research UK’s fonts can give ourcommunications a distinctive look and feel.Our typefaces help to differentiate levels ofinformation, essential for clear communication.Headings are prominent and shouldbe limited to a small number of words.Theyare written in Gill Sans Regular to engage thereader and form the first level of read.Introductory text paragraphs act as a second level ofread and are written in Gill Sans Light to summarisethe content of the page.Subheadings help pull out key information on thepage – this is written in Gill Sans Regular.Body text forms the third level of read anddeals with the detail – this is written in Gill SansLight. Quotes should be punchy and appear inGill Sans Regular or CR-UK Just Left Hand foradded distinction.18Cancer Research UK Annual Review 2007/08Supporting ourefforts – fundraisingOur supporters are essential in fundingour vital life-saving work.You can supportour work in many different ways:Make a donationYou can set up a regular donation by Direct Debit, donate inmemory of a loved one, raise money in celebration of aspecial event in your life, or make a one-off donation.Leave a gift in your WillMany people choose to remember someone or to continuetheir support for us by making a gift in theirWill. Last yearthis contributed an amazing £148 million towards our work.Take partFrom sponsored walks and runs to hosting breakfasts orjoining a local fundraising group, there are many ways you canget involved.Become a volunteerYou could use your time and skills to help out at one of ourshops, offices or events.You could organise your own localfundraising activity such as a Relay for Life, or set up a localgroup.Corporate initiativesCompanies raise funds for us through a variety of activities.These include staff fundraising and volunteering, Give As YouEarn schemes and stock donation as well as corporate andcustomer donations. Many businesses actively promoteour events to their staff and customers.Retail activitiesWe have around 560 charity shops across the UK, sellingdonated and new goods with the help of our volunteers.Initiatives such as our joint GiveGet campaign with TK Maxxbrought in stock worth over £3 million.Our events allow people who haveexperienced cancer to come togetherand share their stories.Race for Life goes from strength to strengthRace for Life hosted 276 events across the UK last year, with665,000 women taking part in the 5km run, jog or walk.Thisunique event raised over £60 million, with women of all agesand abilities coming together to help beat cancer.Relay for Life gathers momentumOrganised entirely by volunteers, Relay for Life is aninspirational, community-based event that celebrates the livesof people touched by cancer. It is an overnight event, withteams of people taking turns to walk or run laps.In 2007, 1,013 teams took part in 66 Relays and raised over£1.5 million.Thanking our volunteersWithout our volunteers, we could not run our majorfundraising events.They help with everything from setting uprace courses and motivating participants to dealing withenquiries.They also staff our shops and encourage even morepeople to get involved.To find out more about how you can support us, visit ourwebsite www.cancerresearchuk.org/supportus or contact ourSupporter Services team on 020 7121 6699.Headingsin Gill Sans Regular toengage the reader andform the first level of read.Introductory textin Gill Sans Light tosummarise the contentof the pageSubheadingsin Gill Sans RegularBody textin Gill Sans LightQuotesin CR-UK Just Left Handor Gill Sans Regular22Headings and introductory copy are printed inCR-UK Blue or white with keywords highlightedin magenta. All typography is ranged left, notjustified or centred.Brand guidelines 2009Hierarchy exampleContents

Page layout8 Cancer Research UK Annual Review 2007/089Creative use of our typography, imagery and coloursis essential to keep our wide variety of materialslooking fresh and engaging, while remaining on brand.Materials should be appropriate in terms of theirformat.Always lay out the elements in a way that visuallyguides the reader through a page. Make sure thatthe hierarchy of the typography – from headlineto introduction, subheading to body copy – is clear.Please use the following principles:• The headlines keyword is picked out for emphasis.• Images should relate to the copy and illustrate thesubject matter.• The logo and vision must always appear followingthe guidance in the logo usage section.• The circle devices have been used to hold imagesand pull out key information.• Consider the white space available and give spacearound elements for impact.• Use devices like the arrowhead to vary paceor give direction.• Tints and secondary colours can be used to pullout information such as quotes or case studies.Poster headlinePosterTitle of leafletSub heading ipsum lor sit amet, consecteturadipiscing elit. Morbi a purus mauris feugiat.DL leafletTitle of handoutSub heading ipsum lor sit amet, consecteturadipiscing elit. Morbi a purus mauris feugiat.A5 coverCarrying outworld-class research“Compared to other cancers,such as breast and lung cancer,we understand little about howprostate cancer develops.Theseresults will greatly improve ourknowledge of the disease.”Professor Doug Easton, Director, Cancer Research UK’sGenetic Epidemiology UnitA genetic test identifying the men most vulnerable to prostatecancer is now a real possibility, thanks to the work of Dr Ros Eelesand Professor Doug Easton. Prostate cancer is the most commoncancer among British men, claiming 10,000 lives each year.A4 inside spreadWe carry out world-class research toimprove our understanding of cancerand find out how to prevent, diagnoseand treat different kinds of cancer.We fund the work of more than 4,500 scientists, doctors andnurses in hospitals, universities and research institutes acrossthe UK.Future investmentWe are committed to strengthening our long-term researchcapability. In early 2008 we completed the Cancer ResearchUK-MRC Gray Institute for Radiation Oncology & Biology inOxford, where our researchers will refine radiotherapytreatments for cancer patients.Research in partnershipIn December 2007, Prime Minister Gordon Brown pledgedhis support for proposals to develop the UK Centre forMedical Research and Innovation (UKCMRI) on a site near StPancras, London.The development of the UKCMRI is one of the most excitingdevelopments in medical research for a generation. Bringingtogether experts from Cancer Research UK, the MedicalResearch Council, theWellcome Trust and University CollegeLondon, the centre will be a state-ofthe-art facility deliveringworld-class research as well as training tomorrow’s scientists.Global outlookIn May 2007, scientists at The Institute of Cancer Researchand our Cambridge Research Institute completed apioneering international study that brought together 15research teams from around the world.Their groundbreakingwork has opened up fresh research directions by discoveringgenetic variants that affect breast cancer risk.This could helpto identify women at a higher risk of breast cancer, and allowdoctors to tailor counselling, screening and prevention advicefor those most at risk.18 Cancer Research UK Annual Review 2007/0819Supporting ourefforts – fundraisingOur supporters are essential in fundingour vital life-saving work.You can supportour work in many different ways:Make a donationYou can set up a regular donation by Direct Debit, donate inmemory of a loved one, raise money in celebration of aspecial event in your life, or make a one-off donation.Leave a gift in your WillMany people choose to remember someone or to continuetheir support for us by making a gift in theirWill. Last yearthis contributed an amazing £148 million towards our work.Take partFrom sponsored walks and runs to hosting breakfasts orjoining a local fundraising group, there are many ways you canget involved.Become a volunteerYou could use your time and skills to help out at one of ourshops, offices or events.You could organise your own localfundraising activity such as a Relay for Life, or set up a localgroup.Corporate initiativesCompanies raise funds for us through a variety of activities.These include staff fundraising and volunteering, Give As YouEarn schemes and stock donation as well as corporate andcustomer donations. Many businesses actively promoteour events to their staff and customers.Retail activitiesWe have around 560 charity shops across the UK, sellingdonated and new goods with the help of our volunteers.Initiatives such as our joint GiveGet campaign with TK Maxxbrought in stock worth over £3 million.Our events allow people who haveexperienced cancer to come togetherand share their stories.Race for Life goes from strength to strengthRace for Life hosted 276 events across the UK last year, with665,000 women taking part in the 5km run, jog or walk.Thisunique event raised over £60 million, with women of all agesand abilities coming together to help beat cancer.Relay for Life gathers momentumOrganised entirely by volunteers, Relay for Life is aninspirational, community-based event that celebrates the livesof people touched by cancer. It is an overnight event, withteams of people taking turns to walk or run laps.In 2007, 1,013 teams took part in 66 Relays and raised over£1.5 million.Thanking our volunteersWithout our volunteers, we could not run our majorfundraising events.They help with everything from setting uprace courses and motivating participants to dealing withenquiries.They also staff our shops and encourage even morepeople to get involved.To find out more about how you can support us, visit ourwebsite www.cancerresearchuk.org/supportus or contact ourSupporter Services team on 020 7121 6699.A5 inside spreadOverall ten-yearsurvival rateshave doubled inthe last 30 years46,600 volunteers regularlygive their time, energy andskills towards beating cancer.Celebrities play an invaluable role whenit comes to supporting and promotingour work. During the year, a host ofstars took part in events designed toraise awareness of cancer, and the fundsto beat it.Flora London Marathon 2007More than 1,500 people raised a total of £1.5 million for usby taking part in the Flora London Marathon. Among themwere Ronan Keating who was the event’s official starter,Nell McAndrew, our Running Ambassador and EastEndersactress Kara Tointon.Emeralds and Ivy BallRonan Keating hosted the second Emeralds and Ivy Ballin November 2007.This glittering event celebrates thepartnership between the Marie Keating Foundation andCancer Research UK, and raised over £530,000. Celebrityguests included DJ Neil Fox, golfer Darren Clarke, Jon BonJovi, Rod and Penny Stewart, Jodie Kidd and band membersfrom Boyzone andWestlife.Film premieresJack Nicholson and Morgan Freeman flew into the UK forthe premiere of The Bucket List in January 2008.The filmfollows the unlikely friendship that develops between twovery different characters after they are both diagnosedwith cancer. Cancer Research UK was the benefitingcharity of the event.Make Today CountOn 29 February 2008 our supporters got involved in manyways as part of our Make Today Count campaign. Celebrityhairdresser James Brown hosted a spectacular celebrityauction to raise money. Kate Moss, Kylie Minogue, DavidBeckham, Sienna Miller, Lily Allen, Sophie Dahl and manyother music and fashion stars donated clothing andaccessories.Over1,500people took part inthe Flora LondonMarathon for CancerResearch UK23Brand guidelines 2009Contents

Our coloursLinks• Bringing it together – see how our primarycolours work with other elementsPrimary coloursOur core, primary colours are blue andmagentaBlue should be the dominant colour used in allmaterials. Magenta should take up no more than 25%of the total visual area.You might feel we produce a lot of blue and magentamaterial, but the people we communicate with oftenonly see a fraction of it.The references for CMYK, RGB and HEX have beenspecially adapted for Cancer Research UK.They are nottaken from standard Pantone ® books so pleaseuse these references.Online remember to always use the HEX values todefine colours.Pantone 072CBluePantone ® 072C100 M88 Y0 K0R29 G0 B150HEX ID 00 96MagentaMagentaC0 M100 Y0 K0R236 G0 B140HEX EC 00 8CAbove is an example illustratingthe proportions of blue, magentaand white that should be consideredin a design.Using whiteWhen producing communications, consider the whitespace available. A clearly focussed design withadequate space around elements will have moreimpact than a cluttered one.This also helps our logoand vision to stand out.The standards for the PANTONE © Colours are shown in thecurrent edition of the PANTONE © Colour Formula Guide.ThePANTONE © MATCHING SYSTEM is a worldwide printing,publishing and packaging colour language for the selection,marketing and control of colour. PANTONE © is a registeredtrademark of Pantone, Inc.24Brand guidelines 2009Contents

Our coloursLinks• Bringing it together – see how our secondarycolours work with other elementsSecondary coloursOur secondary colours complement ourprimary coloursPreferredsecondary coloursThe secondary colours should only be used tosupport our primary colours:• for purposes of navigation eg on websites andthrough long documents, or• to provide differentiation eg to distinguish a suiteof leaflets that sit alongside each other.When using the secondary colours in designplease think about using the preferred options(top row) first.Pantone 5473CLight bluePantone ® 285C87 M51 Y0 K0R0 G119 B212HEX 00 77 D4Pantone 361CTurquoisePantone ® 311C63 M0 Y12 K0R65 G196 B221HEX 41 C4 DDPantone 285CPurplePantone ® 512C54 M98 Y3 K13R126 G34 B113HEX 7C 22 71Pantone 311CPinkPantone ® 224C5 M67 Y0 K0R239 G106 B191HEX EF 6A BFAs with our core colours, the references for CMYK,RGB and HEX have been specially adapted forCancer Research UK.They are not taken fromstandard Pantone ® books so please use thesereferences.Pantone 512CTealPantone 224CGreenPantone 159COrangePantone 124CYellowPantone ® 5473C81 M23 Y33 K36R0 G98 B109HEX 00 62 6DPantone ® 361C69 M0 Y100 K0R31 G161 B45HEX 1F A1 2DPantone ® 159C1 M74 Y100 K7R205 G88 B6HEX CD 58 06Pantone ® 124C0 M30 Y100 K0R235 G171 B0HEX EB AB 0025Brand guidelines 2009Contents

Our coloursTintsOur primary colours and secondarycolours can be used at a tint of 20%as a background colourWhen tints are used, the text on top can beblack, blue or the corresponding secondarycolour, eg on a 20% tint of our purple, purple textcould be used.20% tint of BluePantone ® 072C20 M18 Y0 K0R210 G204 B234HEX D2 CC EA20% tint of TealPantone ® 5473C16 M5 Y6 K6R204 G224 B226HEX CC E0 E220% tint of GreenPantone ® 361C14 M0 Y20 K0R210 G236 B213HEX D2 EC D520% tint of Light BluePantone ® 285C17 M10 Y0 K0R204 G208 B246HEX CC E4 F620% tint of TurquoisePantone ® 311C13 M0 Y2 K0R217 G243 B248HEX D9 F3 F8Online remember to always use the HEX valuesto define colours.20% tint ofMagentaC0 M20 Y0 K0R251 G204 B232HEX FB CC E820% tint of PurplePantone ® 512C0 M11 Y0 K20R229 G211 B227HEX E5 D3 E320% tint of PinkPantone ® 224C1 M13 Y0 K0R252 G225 B242HEX FC E1 F220% tint of OrangePantone ® 159C0 M15 Y20 K0R245 G222 B205HEX F5 DE CD20% tint of YellowPantone ® 124C0 M6 Y20 K0R251 G238 B204HEX FB EE CC26Brand guidelines 2009Contents

Circle designdevicesLinks• Other design devicesCircle device overviewThe circle device evolved from the circles in theCancer Research UK logo.The flexibility of the circledevices is vital in promoting the diverse range ofcommunications we undertake while projecting acohesive identity.With creativity and imagination,the circle device can become as recognisable asour logo.But this does not mean that every piece ofcommunication must incorporate the circle designdevice without question. See our other designdevices for more ideas.Help us tobeat cancerSubheading text with pull outsummarizing the publicationMain titlewith pull outinformationSubheading ipsum lor sit amet, apurus mauris lore ipsum feugiatwww.cancerresearchuk.orgor call us on 0871 641 2403Overlay – overlapping circleswww.cancerresearch.orgSolid – a circle filled with colour, image or textRun for a reason,run for CancerResearch UK16 May 200910am - 6pmTo join our team visitwww.cancerresearchuk.org/runningor call 0871 641 240327Brand guidelines 2009Linear – the outline of a circle shapeContents

Circle designdevicesLinks• Bringing it together – see how the circle designdevices work with other elementsGuiding principlesThe Cancer Research UK circle devices are highlyversatile.They can be used independently, in groupsof three, layered or outlined.Circles can overlap onto images, hold headings andadd texture.The circles also work as holding devicesfor images and copy.They can be used in a subtle ordramatic way.The circles use the primary colour palette in fullcolour, single colour, translucent overlays or tints.Thecircles can also be cut-outs, embossed or debossed.The circle device should interact in a positive waywith the typography, message or image.When producing circle designsPlease use the following principles:Colour• The finished design should be predominantlywhite or blue (072).• You can use magenta or tints of the primarycolours in the circles.• The circles can be used in secondary coloursbut only if they are supported by a blue solidcircle shown opposite.Application• Circles must be cropped off the page, ie partof the circle is always left off the page.• Circles must not be smaller than 50mm.• The minimum circle line thickness is 0.5pt, themaximum is 2.5pt.• Use to contain key messages, hold images orcreate focus.• Circles can overlap images but must notblock out important areas of the image.• Circles should not be stretched.• It is preferable to use no more than two typesof circle design device at a time – keep designsimple for maximum impact.“The consultant who performedmy lifesaving operation here atAddenbrookes is funded byCancer Research UK.”Tim from PapworthTrials in your local areaCancer Research UK currently supportsmore than 100 clinical trials. If you areinterested in taking part speak to yourcancer specialist or visitwww.cancerhelp.org18Cancer Research UK FrameworkSupporting our effortsOur supporters are essential in funding Race for Life goes from strength to strengthRace for Life hosted 276 events across the UK last year, withour vital life-saving work.You can support 665,000 women taking part in the 5km run, jog or walk.Thisour work in many different ways:unique event raised over £60 million, with women of all agesand abilities coming together to help beat cancer.Make a donationYou can set up a regular donation by Direct Debit, donate inmemory of a loved one, raise money in celebration of aspecial event in your life, or make a one-off donation.Leave a gift in your WillMany people choose to remember someone or to continuetheir support for us by making a gift in theirWill. Last yearthis contributed an amazing £148 million towards our work.Take partFrom sponsored walks and runs to hosting breakfasts orjoining a local fundraising group, there are many ways you canget involved.Become a volunteerYou could use your time and skills to help out at one of ourshops, offices or events.You could organise your own localfundraising activity such as a Relay for Life, or set up a localgroup.Corporate initiativesCompanies raise funds for us through a variety of activities.These include staff fundraising and volunteering, Give As YouEarn schemes and stock donation as well as corporate andcustomer donations. Many businesses actively promoteour events to their staff and customers.46,600 volunteers regularlygive their time, energy andskills towards beating cancer.Relay for Life gathers momentumOrganised entirely by volunteers, Relay for Life is aninspirational, community-based event that celebrates the livesof people touched by cancer. It is an overnight event, withteams of people taking turns to walk or run laps.In 2007, 1,013 teams took part in 66 Relays and raised over£1.5 million.Thanking our volunteersWithout our volunteers, we could not run our majorfundraising events.They help with everything from setting uprace courses and motivating participants to dealing withenquiries.They also staff our shops and encourage even morepeople to get involved.To find out more about how you can support us, visit ourwebsite www.cancerresearchuk.org/supportus or contact ourSupporter Services team on 020 7121 6699.Use of secondary colours in circles28Brand guidelines 2009Contents

Circle designdevicesLinks• Download the circle artwork• Download the circle templates• Bringing it together – find out how the circledesign devices can be usedCircle artwork and templatesA series of ready-to-use templates has been createdin EPS format.These can be used in Adobe ® Illustrator,InDesign, Photoshop and QuarkXPress ® .We have alsoproduced Word templates for use in Microsoft Office.If you want to customise a template, please read theinformation in the guiding principles section.Solid circle creating abottom arcTwo solid circlesoverlappingSolid circle locked incornerIf you are competent in Adobe ® InDesign orIllustrator you can take inspiration from the visualsin this guideline document and produce your owncommunications using the circle artwork.Linear circle overlapping anarc created by solid circleLinear circle locked incornerLinear circle overlappinga solid circleTitleSolid overlay lockedcircles in cornerSolid overlay circlescreating an arc on blueSolid and linear overlay circlesfilled with image or text29Brand guidelines 2009Contents

ArrowheadLinks• Download the arrowhead templatesThe arrowhead device derives from our logo.A series of ready-to-use arrowheads have beencreated in EPS format.These can be used inAdobe ® Illustrator, InDesign, Photoshop andQuarkXPress ® . We have also produced Wordtemplates for use in Microsoft Office. If you arecompetent in Adobe ® InDesign or Illustrator youcan take inspiration from the visuals in this guidelinedocument and produce your own communications.The arrowhead must use the magenta dot whenappearing with images, such as the arrowhead withphotography example shown opposite.Thearrowhead can be tinted when using only theprimary blue.The arrowhead can also be cut-out,embossed or debossed.When using the arrowhead devicePlease use the following principles:Colour• The arrowhead can appear in:• blue with magenta dot• white with magenta dot• 90% blue tint• 10% blue tintApplication• The arrowhead can be cropped and be any size,but it must always have all the circles visible.• The arrowhead can be used to hold images.• The arrowhead can be used as a highlighting device.• The arrowhead can be used as a button online.• Always use the correct artwork and do notattempt to recreate the arrowhead.• Do not stretch, skew or rotate the arrowhead.• The arrowhead must not be used with the circledevice on the same page.Leaflet titleinformationCropped arrowheadBooklet titleand pull outArrowhead withphotographyMain textheadingSub heading ipsum lor sit amet,consectetur adipiscing elit. Morbia purus mauris feugiat.Title infomationand pull outStraight arrowheadTinted arrowhead30Brand guidelines 2009Contents

Other designdevicesWhen designing materials not every piece ofcommunication has to incorporate the circle designdevice.These examples focus on using Gill Sans, pulloutsor rounded corners.When producing your non-circle designsPlease use the following principles:Colour• Only use primary colours• The finished design should be predominantlywhite or blue (072).• You can use tints of primary colours at 20%.Application• Use Gill Sans font when creating a graphic devicefrom a typographic mark, such as quotation marks.• Use pull-outs to create focus within copy.IconsTo help build visual consistency across our designdevices we have branded icons for use in print andonline. Please see the online section or contact thebrand team to discuss any requirements.Other ways of giving impact are through format.Non A4 sizes such as square, DL, landscape or evendie-cut circle formats make the material moredistinctive.Title message withpull-out informationShort introduction to leafl etGill SansPull-outsHeading withShort introduction explaining our cause anddetails are given below if you want to join uswww.cancerresearchuk.orgRounded cornersLocation of the event15 October 200931Brand guidelines 2009Contents

PhotographyLinks• Brand framework• Photography guidelines• Photo libraryPhotography is an importantpart of who we arePhotography is a key tool in communicating ouridentity. Our brand framework – vision,brand essenceand personality – should be clearly reflected in ourimagery.When using photography it is important tothink about how it will work in combination with theother elements of our visual identity.ChecklistAsk yourself the following questions:Will an image add value and help communicatemy message?Is the image appropriate for CancerResearch UK and our values?Will my audience be engaged (or alienated)by the subject and scenario?Has the image been cropped for maximumimpact?Is the image I want to use high-resolution andgood quality?Have I negotiated the necessary usage rightsin writing with the photographer, image libraryor model/subject?Have I sent the image(s) that I havecommissioned or purchased to our photo library?pil@cancer.org.ukOur personality in photographyGroundbreakingexcellence, impact, confidence,ambition and prideAuthoritativetrusted, honest and realisticPassionatewarm, collaborative andempathetic32Brand guidelines 2009Contents

PhotographyLinks• Photography guidelines• Photo library• Bringing it all together - see how photographyworks with our other elementsOnline photographs need to be a minimumresolution of 72 dpi and should be in JPEG format.Please follow the same guidelines for offlinephotography but make sure that the images youselect relate to the content they are going to sit withonline.They should enhance the supporter’sunderstanding of what they are reading on thewebsite.Further informationFor more information on how to select and usephotography effectively to build our brand, pleaseread our photography guidelines on the brandextranet.Our photo library (PIL) has a wide range of imageswhich are available free of charge for staff and keyagencies.For advice on selecting imagery, bespoke imagesearching, commissioning or briefing aphotographer, or for information on our preferredsuppliers list, please email pil@cancer.org.ukDesign devicesCircles, arcs, and rounded cornerscan be used to hold images33Brand guidelines 2009Contents

IllustrationLinks• Primary colours• Secondary coloursWe don’t have one set style of illustration.Butour illustrations should always reflect and build ourbrand. For example, our primary and secondarycolours should be used in illustrations to makesure they reflect our overall identity.They should emphasise our personality and be clearand authoritative. Illustrations are typically used inour science, health and patient communications.Before – Illustration that is not onbrand, due to incorrect coloursAfter – Example of the sameillustration on brand. The colourshave been adjusted to fit to theprimary and secondary palettesIllustrative diagram examplePreventingcervical cancerwhy screening is importantDetectingprostatecancerspot the symptoms earlyPreventinggullet cancerspot the symptoms earlyDetectingmouth cancerhow to reduce your risk34Brand guidelines 2009Contents

Our Tone of voiceLinks• Tone of voice guideBuilding our brand throughlanguageBuilding our brand through visual elements is onlypart of how we communicate as an organisation.We also need to build our brand through the waywe sound.Because words are so important to us, we have aseparate Tone of voice guide to the way CancerResearch UK sounds.The guide gives you information on:•bringing our brand values to life in words• how to write about cancer• the type of grammar we want to use.Our words need to work particularly hard forus. They explain complex ideas, create pictures, explainscience. Our words capture powerful human emotionsand get across the personality of a unique organisation – us.Our Tone of voice guide is available to download on the brand extranet35Brand guidelines 2009Contents

OnlineOnline is a crucial brand-building channelWhere possible, you should apply the same brandprinciples online as in print. However, there are alsosome extra considerations to bear in mind whenproducing communications for the web. Here aresome of the things to think about:Usability – how are our supporters going to getthe best out of our online materials?Navigation – what are our supporters looking forand how are they going to find it?Accessibility – will supporters of all ages and abilitiesbe able to engage with our online communications?The user journey – how can you make thetransition from our offline communications toonline seamless for our supporters?Please look out for the throughout this guide toindicate where our brand guidelines may need tobe interpreted differently online.Web standards guidelinesFor a full explanation of best practice for online,please contact the Internet and New Media team.WebsiteWebsite36Brand guidelines 2009Contents

OnlineLinks• Icons and buttons guideUsing our brand with impact onlineOur websiteOur website address is www.cancerresearchuk.orgThe word ‘research’ may appear in bold.Icons and buttonsIcons and buttons are a key element of onlinemedia, as well as having uses offline. Oppositeare examples from the approved set of icons andbuttons for Cancer Research UK. Please see ouricons and buttons guide for more information.The icons have been designed to cover mosteventualities, but if they do not and you needa new icon, please contact the Brand team todiscuss your requirements.18x18px icons20x20px icons65x65px iconsPrimary blue buttonThis is our core button -it should be used in mostcircumstances.Secondary blue buttonThis is used to indicate thelesser of two options - suchas ‘cancel’ on online forms.Magenta buttonThis button should be usedto flag up essential or highlydesired user-actions, such aslogging in or donating money.Video player37Brand guidelines 2009Contents

OnlineDonate formRace for Life external advertE-newsletterRun 10k online banner38Brand guidelines 2009Contents

Stationery andtemplatesLinks• Download templatesPlease use the PowerPoint ® template available onour intranet for all of your presentations – internaland external.If using CR-UK Just Left Hand in PowerPoint, pleasemake sure this is on the computer you are usingfor the presentation or embed the fonts in thepresentation by creating a PDF.StationeryStandard Cancer Research UK stationery -letterhead, compliment slips, business cards,envelopes - can be ordered from stores.Presentation titleSub-titleDatePowerPointTemplatesThe following standard Cancer Research UKtemplates are available on the intranet:• PowerPoint• letterhead for electronic or direct print-out• pre-printed letterhead paper• agenda• minutes• memo• fax• Word templatesStationery Agenda Word template39Brand guidelines 2009Contents

Bringing ittogether

Bringing it togetherThis section illustrates how the visual elements work together to build our brandTry to use the visual elements to capture something of the spirit of Cancer Research UK in your communications.The following examplescombine a range of elements to create engaging and on-brand communications. In each, principles around the use of our logo, vision,imagery, type hierarchy and design devices have been followed.How far will yougo to beat cancer?make a realdifferenceHampton Court Palace30 September 2009It might sound like a challenge, buta little bit of training is all it takes.Join a Cancer Research UK Run10k and help save lifesJoin our team www.run10k.orgor call us on 0871 641 2403Support Cancer Research e rch UK UKand and make make a real eal differenceerenceThere There are many many waysways you you can cansupport support Cancer Cancer Research esearch UK, UK,the the UK's UK's s leading leading cancer charity charity– donate, donate, sign sign up for an n event,start start your your own ownfundraising,volunteer volunteerer and andmuch much more.Your Your support support will will help continueour our vital vital cancer cancer research work.Do you have apersonal experienceof skin cancer?Sub heading ipsum lor sit amet, consectetur adipiscing elit.Morbi a purus mauris feugiat. Lorem ipsum dolar ipsum lor sitamet, consectetur adipiscing elit. Morbi a purus mauris feugiatconsectetur adipiscing elit. morbi a purus mauris feugiat.Share your experience at www.cancerresearchuk.org or callAbby on 020 7061 8019 for more information.Outline ofthis leafletSub heading pull out“The consultant whoperformed my lifesavingoperation here atAddenbrookes is fundedby Cancer Research UK.”Tim from PapworthTrials in your local areaCancer Research UK currentlysupports more than 100 clinicaltrials. If you are interested in takingpart speak to your cancerspecialist or visitwww.cancerhelp.org41Brand guidelines 2009Contents

Bringing it togetherWelcome to Cancer Reserach UKSub heading ipsum amet, consectetur adipiscing elitCard heading summarywith pull out informationPoster with briefstory split acrosstwo text boxesIt’s cancer.You’re bound tohave questions.Second text boxwith response tothe first text boxSub heading ipsum lor sit amet, consectetur adipiscing elit morbia purus mauris feugiat. Lorem ipsum dolar ipsum lor sit amet,cons ectetur adipiscing elit. Morbi a purus mauris feugiat. Ipsumsit amet, consectetur adipiscing elit. Morbi a purus mauris feugiat.Lorem ipsum dolar ipsum lor sit amet, consectetur adipiscing elitmorbi a purus mauris feugiat.Your donation could be behind further cancer success storiesvisit www.cancerresearchuk.org or call 0113 263 6495ask...our specialist nurses aboutanything to do with cancer.Call freephone0808 800 4040find out...about cancer, its treatmentand clinical trials. Visitwww.cancerhelp.org.ukWe’ll help you find the answers.Registered charity no. 1089464Registered charity no. 1089464PA00142Brand guidelines 2009Contents

Practicalinformation

Naming44If you want to name a product, event or campaign,the first thing you need to do is a six-stage namecheck.This will give you a good idea of whether ornot the name or words are already in use byanother party.You will also need to identify whichgoods or services you want to use the words for,both now and in the future.The six-stage preliminary name checkOne: Internet checkCheck the internet using all of the search engineslisted below to see what comes up.Remember tosearch your proposed work with the word 'cancer'.• Google: www.google.com• Yahoo: www.yahoo.com• Ask Jeeves: www.askjeeves.com• MSN search: search.msn.com• AllTheWeb.com: www.alltheweb.com• HotBot: www.hotbot.com• AltaVista: www.altavista.com• Gigablast: www.gigablast.com• LookSmart: www.looksmart.com• Lycos: www.lycos.comBrand guidelines 2009Two: Phone book checkCheck the Yellow Pages and the trade pages in localphone books.Three:Trade magazines checkCheck trade magazines for the subjects you arelooking at.Four:Trademark check in the UKGo to www.ipo.gov.uk. Click on Trademarks, under‘Find Trademarks’ click on ‘By mark text’.Type thewords you want to check in the ‘Trademark text’box.You will then see all the trademarks that havebeen registered or are in the process of registration.Trademarks are registered in certain ‘classes’.Thereare 45 classes covering different areas of work andservices.Cancer Research UK’s trademarks tend to beregistered in classes 16, 25, 36, 41 and 42.You canfind a full list of classes in the ‘Applying to register atrademark’ booklet which is available under ‘How toapply for a trademark’ on the website.You will need to check the name or words youwant to use against the appropriate classes. Checkagainst the classes that the existing trademarks areregistered in/being applied for.Five: Companies checkThe Companies House website has a free namecheck option on their websitewww.companieshouse.gov.uk. Go to ‘WebCheck’Six: Domain name checkCheck www.netnames.co.uk to see if the domainname is available with a minimum of the followingextensions: .org, .org.uk, .net, .co.uk and .com.Contents

NamingLinks• Email the Legal team• Email the Brand teamIf your six-stage name check does not reveal anyother users, you should consult the legal teamwho can:•Analyse your findings and provide further advice•Arrange in-depth searches at cost•Arrange for an investigator to help you if yourchosen name or words are being used bysomeone but they are not yet trademarked.•You will also need to consult the Brand teamto ensure the proposed name fits with brandarchitecture and brand strategy.•If you are looking to create a url please contactthe IS team or follow the procedure on the namerequest form on the intranet.TrademarksA wide range of signs that businesses may use todistinguish their goods or services from those ofothers can be protected by registration astrademarks. Generally a trademark must distinguishone person’s goods or services from those ofanother. Ownership of a registered trademark givesexclusive rights in it, which would be infringed bysomeone using an identical or a similar trademarkin the course of trade.Initially a trademark is shown by the ® mark toshow registration. After a period of time thischanges to a TM trademark.There are some design devices and trademarks thatwe are unable to use. If you are considering using: ared cross, jigsaw, footprint, or the words ‘think pink’please contact the Legal or Brand teams first.45Brand guidelines 2009Contents

Legal requirementsLinks • FRSB guidelines and artworkThe registered charity number forCancer Research UK is 1089464This should be included on official documents likeheaded paper, entry forms, invoices and receipts. Itshould be on fundraising materials and anythingused to encourage people to give money or othergoods in support of Cancer Research UK, likeposters, sponsorship forms and advertisements.The registered charity number does not need toappear alongside our logo and it should not impactupon the design of your communication. Wherebrand awareness is the key purpose, eg on pensand T-shirts, there is no need to include it.The registered company number for CancerResearch UK is 4325234The company number and registered addressshould be included on our business materials likeheaded paper, compliment slips, invoices, emails andwebsites as follows:Registered as a company limited by guarantee inEngland and Wales no. 4325234or:Company no. 4325234Registered address: 61 Lincoln’s Inn Fields, London,WC2A 3PX.Our VAT number is 788138678This must be included on all invoices and receipts.Trading company activitiesWhen materials are produced on behalf of CancerResearch UK Trading Limited, it is important thatthe Charity’s name, charity number and companynumber are not used.The trading company name is Cancer Research UKTrading Limited.The trading company number is4355631. All other details for the trading company,like the address and the VAT number, are the sameas for the Charity.Cancer Research UK letterhead and third partiesOur letterhead must not be given to any thirdparty unless an appropriate contractual agreementis in place to regulate its use. We could be heldlegally/financially responsible for any negativeconsequences resulting from its misuse.The Fundraising Standards Board (FRSB)The FRSB is an independent body for the selfregulationof fundraising. Its purpose is to ensurethat member charities stick to the Institute ofFundraising Codes of Fundraising Practice andFundraising Promises.We should include the FRSB logo on all ourfundraising materials and our organisationalcommunications as far as possible.This includesonline communications and our fundraisingwebsites.The inclusion of the FRSB logo signifiesour commitment to the Donors’ Charter and theInstitute of Fundraising Codes of FundraisingPractice and that we offer fundraisers and thepublic a clear complaints procedure.Guidelines and artwork for the FRSB logo areavailable on the brand extranet.To find out moreabout the FRSB visit www.fsboard.org.uk46Brand guidelines 2009Contents

Help and resourcesBrand guidelinesIn this document you will find everything you needto understand and use the Cancer Research UKbrand and its visual elements.The brand extranet address iswww.cancerresearchukbrand.orgUsername: external Password: brandsitePhotography guidelinesThis document explains how to select and usephotography to communicate our brand.Tone of voice guideThis document explains how we can use words tocommunicate our personality.Other guidelinesOther guidelines are available for specific areas ofour work. All guidelines and any artwork connectedto them are available on the brand extranet.For example:• Breast Cancer Awareness guidelines• Bobby Moore Fund guidelines• Race for Life guidelines.It is essential that you get permission from therelevant team as well as the Brand team beforeusing any of these.‘Who We Are’ statementsStatements of varying lengths that include our keymessages and should be used when describing theCharity.Headline facts about Cancer Research UKApproved headline statements for use in ourcommunications to highlight the work that we doand the impact we have made on people’s lives.‘Our achievements so far’This contains detailed information about ourachievements and the impact Cancer Research UKcontinues to make.Our strategyThis document outlines our achievements, vision,purpose, goals and three core purpose activities for2009-2014.Always try and work togetherAlways check to see if any of your colleagues haveproduced something you could use eg the retailChristmas visuals are available for the wholeorganisation to use each year.Creative servicesFor advice on a range of creative services fromselecting and briefing creative suppliers, negotiatingrates or usage rights, to videography queries, pleaseemail brand@cancer.org.ukFor help selecting images or an appropriatephotographer please email pil@cancer.org.ukIf you are designing a t-shirt for a campaign or eventwe have a framework that can help guide you.Wealso hold signed-off opening and endframes forvideo which can be supplied in a variety of formats.Photo libraryThe photo library has an extensive collection ofimages available for use by Cancer Research UK staffand key agencies.Help?• Brand champions: these are colleagues trained inthe use of these guidelines and should be yourfirst contact for help• brand@cancer.org.uk: you can email the Brandteam with any brand query or for sign-off of newcreative work within two working days• Brand clinics: you can book time at thesemeetings by emailing the Brand team.47Brand guidelines 2009Contents

ChecklistLinks• Email the Brand teamDoes it build our brand?This list is intended to be a quick, final checklist when creating and signing off communication materials.48Ask yourself the following questions:Our brand frameworkDoes the communication reflect our vision, essence and personality?Does the communication show our impact, have personal relevance and highlight theneed for support?Our visual identityIs the logo the correct shape, size and colour?Have the recommendations on logo size, position and exclusion zone been maintained?Is the vision statement the correct shape, size and colour?Are the Cancer Research UK fonts used appropriately?Are the colours used correctly?Have the design device guidelines been considered?Is the photography/illustration appropriate?Is the copy in line with our tone of voice?Practical informationIs the registered charity number correct?Is the FRSB logo included if necessary and positioned appropriately?Is our web address correct and in lower case?Is our name used properly and not split over any lines of text?Brand guidelines 2009Sign-offIf a new creative concept or initiative, has it beensigned off by the Brand team?•Remember to include the Brand team at theearliest possible stage of the creative process.•Minor changes to existing materials can be signedoff by a brand champion.Contents

Sign-off procedureSign-off for any new externalcommunication or initiative aboutthe Charity should always gothrough the Brand team and, ifappropriate, one or more of thefollowing departments at thesame time:Brand: to ensure correct use of the visual identity,tone of voice and organisational messages, as wellas helping to maximise the communications’ impact.Any new ideas or creative executions must be seenby the Brand team as early as possible in theprocess. All new names for campaigns or initiativesshould also be sent. Contact: brand@cancer.org.ukPR: to ensure reputation management andconsistency of key messages, and to maximise thePR potential of a campaign or initiative. Anymaterials being used for media purposes - whetherverbal or written - must be seen by the relevantpress and PR teams before use. Contact: your usualPR contact or pressoffice@cancer.org.ukLegal: to ensure compliance with legal or statutory(charity) rules. Contracts, trademarks, naming orrelationships formed should go to the legal team.Contact: legalhelpdesk@cancer.org.ukCancer Information: to ensure statements aboutour science or statistical information are accurate.Cancer Information is split into two teams:i) Science Information: to ensure the science isaccurate, including information on the Charity'sresearch and its impact. Contact: your usual ScienceInfo contact or email science.info@cancer.org.ukii) Statistical Information: data and statisticalinformation, as well as key facts, are available on theNews and Resources websiteinfo.cancerresearchuk.org/cancerstats or, if unsureof interpretation, then contact:stats.team@cancer.org.ukHealth Information: to ensure information aroundprevention and early detection is accurate. Contact:Health Information Managerhealth.info@cancer.org.ukInformation Nurses: to ensure copy that uses casestudies, or describes a clinical situation, treatment orthe impact of cancer, is empathetic, clear and correct.Any reference to the nurses’ service or CancerHelp isalso approved by this team.Contact: Cancerinformation nurses on: cancer.info@cancer.org.ukFor information: www.cancerhelp.org.ukInternet and New Media: to ensure that bestpractice for online in terms of usability, accessibility,search engine optimisation and the user journey ismaintained across all of our websites and onlinecommunications. Contact: webeditors@cancer.org.uk49Brand guidelines 2009Contents