RLSB Brand Guidelines Compressed

Brand guidelines
V0.0 DRAFT November 2011
Introduction
At RLSB, we have a belief: that everyone should be

able to live life without limits, especially blind and
visually impaired young people essentially those
young people who cant see everything.
This idea of living life without limits sits at the
heart of everything we do our projects, our work
and our interactions with people. Its a belief that
informs our identity. And its crucial that we maintain
a distinctive identity, to draw people in, challenge
their preconceptions, help them realise our goals and
generally get them fired up about our work.
With all the different communications we have, its
essential that this identity remains consistent, so
people truly understand what were about, and our
communications are instantly recognisable as uniquely
ours.
The following pages will help you get to know RLSBs
identity: the visual components, our tone of voice and
how to bring all these elements together.
hello
Contents
Our
brand
Our promise
Our brand
elements
Our logo
Bringing
it to life
40
Online Advertising
Logo variations
41
Website
Logo positioning
43
Press advertising
Logo minimum sizes
46
Adshell
10
The life without limits button
47
Bus
11
Sponsorship logo/the life

without limits button lock up
48
Information leaflets
51
Mailer
52
Mailer Packaging
53
T-Shirts
54
Bag
55
Events
57
Members magazine
59
Internal signage
62
Business card
63
Business plan
64
Annual report
65
Formal invitation
66
Co-branding
Moleskine
67
Co-branding
London college of fashion
68
Co-branding
Pandora
12
Colour
13
The Cloud
14
The Cloud usage
15
Typography
17
Typography principles
18
Image style
20
Image style principles
21
Illustration
22
Illustration themes
24
Illustration principles
25
Our Tone of voice
27
What is our tone of voice?
32
How to use the two levels
35
Tone of voice checklist
our
brand
our brand
Elements
Our brand
Our logo
Logo variations
Logo positioning
Logo minimum sizes
10
11

12
Colour
13
The Cloud
14
The Cloud usage
15
Typography
17
18
Image style
20
21
Illustration
22
Illustration themes
24
25
Our Tone of voice
27
32
35
Our brand elements
Bringing it to life
Our Logo
Our logo is very central part of our identity.
Its important to use our primary logo wherever possible.
Weve created a set of secondary logos, to be used where
various restrictions dont allow the primary full colour
logo to be used.
Our brand
Our logo
Logo variations
Logo positioning
Logo minimum sizes
10
11

12
Colour
13
The Cloud
14
The Cloud usage
15
Typography
17
18
Image style
20
21
Illustration
22
Illustration themes
24
25
Our Tone of voice
27
32
35
Our brand elements
Bringing it to life
Logo variations
PRIMARY - Full Colour
Our primary logo consists
of four block letters sitting
on the RLSB cloud. There is
one layout of this logo and
it should be used whenever
possible.
Artwork for print
RLSB_FinalLogo_v1_cmyk.ai
Artwork for digital work
RLSB_FinalLogo_v1_rgb.ai
SECONDARY - Greyscale
Our greyscale logo has
been specially designed
for greyscale print. Please
dont convert the full
colour logo to greyscale.
Example applications:
Greyscale Newsprint
Artwork for print
RLSB_FinalLogo_v1_bw.ai
SECONDARY - Special use logo

Our special use logo is just the
letterforms on their own. This logo
is only for special aplications. It should
not be used on advertising or general
communications. We also have a small
usage version for when a logo is
needed below 10mm wide.
Example applications:
Meter Franking Mark, Embroidery
Small use
Artwork
RLSB_Finallogo_v1_special_use.ai
Small Use Artwork
RLSB_Finallogo_v1_special_use_smalluse.ai
Our brand
Logo variations
Logo positioning
Logo minimum sizes
10
11

12
Colour
13
The Cloud
14
The Cloud usage
15
Typography
17
18
Image style
20
21
Illustration
22
Illustration themes
24
25
Our Tone of voice
27
32
35
Logo Positioning
Primary logo
On white
Our preferred logo usage is on white.
On general collateral the logo sits smaller in
the corners - but on poster communications
the logo can be used centrally and larger.
On images
Our logo can sit on images. Our logo should
be used bigger on images to stand out and
provide more white to the layout.
Example: A5 Leaflet
Example: Magazine
Example: A4 Poster
Example: A4 Poster
Secondary logos
Greyscale
Our greyscale logo has the same usage
rules as the primary, full colour version.
Special use logo

Our special use logo is best used white on colour but certain applications - like for a franking meter mark
are best in red for greater legibility at small sizes
11.10.12
0090
POSTAGE PAID
ENOAK
EV
Return Address:
Dorton House
TN15 0EB
GREAT BRITAIN
Our logo
Bringing it to life
Our brand elements
Our brand
Our logo
Logo variations
Logo positioning
Logo minimum sizes
Our brand elements
Bringing it to life
Logo minimum sizes

Our logo has been designed to reproduce at
reasonable sizes, though wherever possible
the logo should be used confidently and boldly.
although it is a god idea to follow these
10
11

12
Colour
13
The Cloud
14
The Cloud usage
Full Colour
Special use
15
Typography
20mm
20mm
17
18
Image style
20
21
Illustration
22
Illustration themes
24
25
Our Tone of voice
27
32
35
Greyscale
Small use special
20mm
10mm
Our brand
Our logo
Logo variations
Logo positioning
Logo minimum sizes
10
11

12
Colour
13
The Cloud
14
The Cloud usage
15
Typography
17
18
Image style
20
21
Illustration
22
Illustration themes
24
25
Our Tone of voice
27
32
35
Our brand elements
Bringing it to life
The Life without limits button

Our primary goal isnt to educate blind young people
about blindness. Its to to help them realise that they can
achieve almost anything despite not being able to see.
The Life without limits button conveys how aspirational
we are, and how positive our work is. Its a message that
could be applicable to anyone, not just blind young people.
Full Colour
version
For use
wherever
possible
Black and
white
version
Only for use
on greyscale
applications
Positioning
The Life without limits
button should be positioned
to the right side of the
application defining a border.
As a general rule the border
should be 5mm for both A5
and A4 applications and sit
nearby the RLSB logo.
10
RLSB LOGO AND BUTTON LOCKUP

Our brand
Bringing it to life
Our brand elements

0.7X
Our logo
Logo variations
Logo positioning
Logo minimum sizes
10
11

12
Colour
13
The Cloud
14
The Cloud usage
15
Typography
17
18
Image style
20
21
Illustration
22
Illustration themes
24
25
Our Tone of voice
27
32
35

X
0.2X
Sometimes it is necessary to provide the logo alone on

external applications, for example sponsorship. When this
RLSB
AND up
BUTTON
LOCKUP
happens the Life without limits button
isLOGO
locked
to the
logo.
0.7X
0.2X
0.7X
Proportionally, where the width of

the logo is X, the height of the Life
without limits button is 70% of X.
To position the button the bottom
of Life type is aligned to the
bottom of the Logo, and the W in
without is set 20% of X distance
to the right of the Logo.
White out
11
Our brand
Our logo
Logo variations
Logo positioning
Logo minimum sizes
10
11

12
Colour
13
The Cloud
14
The Cloud usage
15
Typography
17
18
Image style
20
21
Illustration
22
Illustration themes
24
25
Our Tone of voice
27
32
35
Our brand elements
Bringing it to life
Colour
The RLSB colour palette is very distinctive when used
correctly. It is not only the correct colours that are
important to us, but the proportion of each colour
used. It all adds up to create our distinctive identity.
Colour proportions
Drop-in-days
AT DORTON HOUSE
WWW.RLSB.ORG
It is a good idea to consider

RLSB as a black and white
brand highlighted with the
RLSB Red and the cloud.
Applications
should reflect this.
Avoid colouring everything
with RLSB red.
2m
Technology
LIFE
WITHOUT
LIMITS
FOR BLIND
YOUNG
PEOPLE
Kick back and see first hand

the great work weve been doing.
Download our brand new app
from the website and browse
all our events and activities.
MESSAGING
Kick back at one of our
events and see first hand the
great work weve been doing.
Download our brand new app
from the website and browse
all our events and activities.
INTERNET
Kick back at one of our
events and see first hand
the great work weve been
doing. Download our brand
new app from the website
and browse all our events
and activities.
I CAN
ALWAYS
BLIND OR PARTIALLY
SIGHTED IN THE UK.
COME
ROUND
Lorem ipsum dolor
sit amet dolor sit
amet dolor slorem
ipsum ipsum dolor
sit amet
VOICE APPLICATIONS
With the new iPhone Siri
technology - innovations in
the field of voice technology
are becoming more and more
a mainstream reality.
Colour values
Black
C 0
M0
Y0
K 100
R 0
G 0
B 0
RLSB Red
White
C 0
M0
Y0
K0
R 255
G 255
B 255
The Cloud
C 0
M 100
Y 60
K0
R 245
G 20
B 80
The Cloud is
artwork only.
The colours are
not specified.
12
Our brand
Our
logo
Introduction
Logo variations
Logo positioning
Logo minimum sizes
10
11

12
Colour
13
The Cloud
14
The Cloud usage
15
Typography
17
18
Image style
20
21
Illustration
22
Illustration themes
24
25
Our Tone of voice
27
32
35
Our brand elements
putting it
together
The cloud
The cloud is the visual representation of
the aspirations and dreams of blind young
people. Our logo sits on top of it, but can also
be used without the logo to add emphasis
and colour to brand applications.
Artwork for print RLSB_Cloud_v1_cmyk.ai
Artwork for digital work RLSB_Cloud_v1_
rgb.ai
13
Our brand
Our brand elements
Bringing it to life
The cloud usage
Our logo
Logo variations
Logo positioning
Logo minimum sizes
Page bleed
10
11

12
Colour
The cloud can bleed onto a page or full layout at varying

proportions (see right). However you use the cloud in
a design or layout, its important to retain the correct
proportions of colour within the cloud.
13
The Cloud
14
The Cloud usage
15
Typography
17
18
Image style
20
21
Illustration
Boxed cloud
22
Illustration themes
24
25
Our Tone of voice
27
Sometimes to add colour to layouts and to brighten or

own other elements of a layout the cloud can be placed
inside shapes for flashes or icons. When this is done we
add a RLSB red glow to the shape to soften the edges.
32
35
Pink 10%
RLSB Red 80%
Orange 10%
Example pages showing varying

proportions of cloud use.
LETs
TALK!
AS MUCH AS THE REST
OF THE POPULATION,
YOUNG PEOPLE WHO
CANT SEE STRIVE ON
SOCIAL INTERACTION AND
FIGHTING CONFINEMENT
AND LONELINESS IS A TOP
PRIORITY FOR US.
14
Our brand
Our logo
Logo variations
Logo positioning
Logo minimum sizes
10
11

12
Colour
13
The Cloud
14
The Cloud usage
15
Typography
17
18
Image style
20
21
Illustration
22
Illustration themes
24
25
Our Tone of voice
27
32
35
Our brand elements
Bringing it to life
Typography
Typography is very important to the RLSB brand.
The typefaces we use allow us to convey messages with
better emotional impact. Together with the language we
use in our tone of voice we can create striking headlines
that connect more effectively with our audiences.
RlsB
Hand drawn
clan pro
black clan
15
Our brand
Our logo
Logo variations
Logo positioning
Logo minimum sizes
10
11

12
Colour
13
The Cloud
14
The Cloud usage
15
Typography
17
18
Image style
20
21
Illustration
22
Illustration themes
24
25
Our Tone of voice
27
32
35
Our brand elements
Typography
Bringing it to life
We use two typefaces to bring to life

the identity of RLSB. Clan Pro and
RLSB Hand drawn. We use both fonts
for headlines, but they have two
distinct purposes.
Headings
The Clan font is used throughout our

applications - and is the typeface that
brings to life the voice of RLSB.
FONT
When we want to write headlines from the point of
view of young blind people we use RLSB Hand drawn.
For more emotive headlines and

general messaging we can use RLSB
Hand drawn which can also represent
the voice of young blind people.
Headings
Digital
For all web and other digital
applications we use Verdana.
Verdana
Verdana
and the voice

of blind young people
RLSB HAND DRAWN
from
rlsb
FONT CLAN BLACK UPPER CASE

We use Clan Black all UPPER CASE for
formal and general headings from the RLSB
Sub headings
FONT Clan Black Upper and lowercase
We use Clan Black upper and lowercase for
formal and general headings from the RLSB
Body titles
FONT Clan Black Upper and lowercase
We use Clan Black upper and lowercase
in black for body copy titles.
Body copy
Body copy highlights
FONT Clan Book upper and lowercase.

We use Clan Book upper and
lowercase in black for body copy
FONT Clan Book upper and lowercase

We use Clan Book upper and lowercase
in RLSB red for body copy for highlights
16
Our brand
Our logo
Logo variations
Logo positioning
Logo minimum sizes
10
11

12
Colour
13
The Cloud
14
The Cloud usage
15
Typography
17
18
Image style
20
21
Illustration
22
Illustration themes
24
25
Our Tone of voice
27
32
35
Our brand elements
Bringing it to life
1
3
5
e bold with
B
RLSB Hand
drawn headlines
When using RLSB
Hand drawn typeface
it works more nicely
when larger and not
set uniformly, but
instead each word
sits at differing sizes.
Keep paragraphs
short and accessible
Page spreads should
look clean and clear:
avoid large blocks
of text and where
possible run the text
onto another page.
verlap the
O
special use logo
Only when using
the special use
logo should text
be allowed to
overlap the mark.
2
4
6
Only write over images

when there is a clear area
where type can be seen
There must be clear copy
space on images when
adding text to them especialy when using
RLSB Hand drawn.
Use less words

with the RLSB
Handdrawn typeface
Avoid long headlines
when using the RLSB
Handdrawn typeface.
Use predominantly
black text on white
background
RLSB uses black text
with highlights of RLSB
red. Resist turning every
headline RLSB red.
17
Our brand
Our logo
Logo variations
Logo positioning
Logo minimum sizes
10
11

12
Colour
13
The Cloud
14
The Cloud usage
15
Typography
17
18
Image style
20
21
Illustration
22
Illustration themes
24
25
Our Tone of voice
27
32
35
Our brand elements
Bringing it to life
Image style
Our image style is defined by the people we work with the energy they have: the embodiment of life, lived to the
full. Our imagery is the most powerful tool to connect with
our audience on an emotional level.
18
Our brand
Our logo
Logo variations
Logo positioning
Logo minimum sizes
10
11

12
Colour
13
The Cloud
14
The Cloud usage
15
Typography
17
18
Image style
20
21
Illustration
22
Illustration themes
24
25
Our Tone of voice
27
32
35
Our brand elements
Bringing it to life
Image style
Cutout
Our cutout images should
be energetic and have a
lot of dynamism to them.
People are positive and
reflect living life to the full.
Full Bleed
Our full bleed images are tonally
warm. Our people are shot
candidly enjoying life. Happy and
approachable, but real and not
obviously posed. Sometimes they
are active sometimes not, but
always full of life.
Celebrity
When using celebrity
endorsement images
select shots that
demonstrate energy
and a fun attitude.
19
Our brand
Our logo
Logo variations
Logo positioning
Logo minimum sizes
10
11

12
Colour
13
The Cloud
14
The Cloud usage
15
Typography
17
18
Image style
20
21
Illustration
22
Illustration themes
24
25
Our Tone of voice
27
32
35
Our brand elements
Bringing it to life
Always expressive
and uplifting: the
embodiment of life
lived to the full
People in our images
must reflect this.
Naturally bright
and colourful
Full bleed images
should feel naturally
sunlit with little or no
dull colours.
Consider colours
for the layout
Here the lack of colour
helps the logo colours
shine through - but it
still feels fresh because
the white space around
the cutout image.
Cutout images that have a

sense of lively dynamism
You can use sourced
cutouts, or cut out
areas from a bigger
image, but always look
for compositions that
demonstrate activity and
dynamism.
e bold with crops

B
Consider how you can
add more energy to
a layout by cropping
more dynamically.
Warm approachable
Rememeber the
people in our images
should feel warm and
approachable never
cold, aloof or sad.
20
Our brand
Our logo
Logo variations
Logo positioning
Logo minimum sizes
10
11

12
Colour
13
The Cloud
14
The Cloud usage
15
Typography
17
18
Image style
20
21
Illustration
22
Illustration themes
24
25
Our Tone of voice
27
32
35
Our brand elements
Bringing it to life
Illustration
We have developed a unique illustration style that
reflects the energy of living life to the full. It should feel
free and be fun to create, but there are a few simple
points to consider that can help make it distinctly RLSB.
21
Our brand
Our logo
Logo variations
Logo positioning
Logo minimum sizes
10
11

12
Colour
13
The Cloud
14
The Cloud usage
15
Typography
17
18
Image style
20
21
Illustration
22
Illustration themes
24
25
Our Tone of voice
27
32
35
Bringing it to life
Illustration themes
We have four themed master illustrations that
include a variety of elements and life to layouts.
Learning and development
Sports Team
6.30
am
XX
Creative Society
Emotional Wellbeing
life
Our brand elements
skills
22
Our brand
Our logo
Logo variations
Logo positioning
Logo minimum sizes
10
11

12
Colour
13
The Cloud
14
The Cloud usage
15
Typography
17
18
Image style
20
21
Illustration
22
Illustration themes
24
25
Our Tone of voice
27
32
35
Our brand elements
Bringing it to life
Illustration themes
Our illustrations contain many themes linked together, representing
the variety of experiences to be had at RLSB, but sometimes specific
themes maybe more useful; for example, a music class leaflet or a
cooking contest event flyer may benefit from specific imagery.
In these cases cropping the main illustrations is possible.
Creative Society - Music Themed
Also it is good to consider variying the scale of illustration application

makes the overal applications more energetic and vibrant.
Creative Society
Creative Society - Cuisine themed
23
Our brand
Our logo
Logo variations
Logo positioning
Logo minimum sizes
10
11

12
Colour
13
The Cloud
14
The Cloud usage
15
Typography
17
18
Image style
20
21
Illustration
22
Illustration themes
24
25
Our Tone of voice
27
32
35
Bringing it to life
Applying the master illustrations
Vary the scale

of the crops
Not all applications
have to feel
the same size.
Sometimes varying
the scale keeps
things fresh.
Play with scale.
Apply boldly
Dont be afraid
to crop sharply
on the edge of
the page.
life
Our brand elements
skills
Creating your own compositions from the master elements
3
5
Back and white

All elements should
be black - sometimes
with white keylines.
SE
PURPO
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Some big, some small
elements - it helps
to add energy to the
illustrations.
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Keep lineweights
consistent
All white and
black keyline
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feel consistent.
Keep geometric
relationships
between objects
When positioning
customised
ilustrations there
should be a sense of
energy, but also try
to align with other
objects repeat space
between them.
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Bringing it to life
Our Tone of voice

At RLSB, we have a belief: that everyone should be
able to live life without limits, especially blind and
visually impaired young people essentially those
young people who cant see everything.
This idea of living life without limits sits at the heart
of everything we do our projects, our work and our
interactions with people. Its a belief that informs
our personality. And its crucial that we maintain a
distinctive personality: to draw people in, challenge
their preconceptions, help them realise our goals and
generally get them fired up about our work.
All our communications should convey this
personality by using the right style of language.
Thats what tone of voice is: the way we use words
in a particular style to convey our messages.
OUR TONE OF
VOICE
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Bringing it to life
But as with people, organisations need to use language with

a degree of flexibility. So we need to adjust our register of
language to make our communications as effective as possible
in different situations. Just as you might use a different tone
with friends in the pub than you would in a business meeting,
so our tone of voice - the way we say things - needs to vary.
It may change depending on what were saying, when and
where were saying it, and to whom.
For example,
our audience
may range from:
Less formal
More formal
Beneficiaries
Parents
Donors
Partners
Local
authorities
And were also likely to have a huge number of different

communications: from posters to web banners, information
packs to local authority funding applications. These will also
need to use a flexible tone of voice to be effective.
Obviously this isnt an exact science, but its important to
get a good feel for RLSBs tone of voice, and to understand
the way it flexes between communication types.
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Bringing it to life
So what is our tone of voice? It needs to convey

our personality, the idea of life without limits,
to be memorable and to help us stand out from
competitors. Because of this, we have created
two principal levels to our tone of voice.
so what is
OUR
The first level is the voice of us, RLSB,

which will be used to some degree in the vast
majority of communications.
But, in channels where we
want to be at our most distinctive
and persuasive
we can use the voice of blind young people.
TONE
OF VOICE
After all, they sit at the

centre of everything we do.
Its important to reflect this in our communications
to parents, donors and beyond, but also in those to
the young people themselves. This is to show that
we understand them, and that were as much about
creating a great way of life for them
as we are about supporting them.
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THE VOICE OF RLSB

How does it sound?
In simple terms, we work to give young people who cant
see everything the support they need in living their lives
to the full. Were not here to educate them about visual
impairment, were here to help them realise that VI is no
barrier, and to help them find the inner strength to grow
in confidence, learn new skills and realise their ambitions.
To this end, our tone is overwhelmingly positive. Its
confident, dynamic, accessible and always reflecting our
ambition for blind young people, and the ambition of
blind young people. It can be challenging; after all, its
seeking to break down the barriers that prevent these
young people from living life without limits. We should
engage donors, the kids and their families with our can-do
attitude to fire them up and draw them in.
Were never arrogant or overly blunt, but definitely not
sympathetic to the point of being patronising, either. We
explain things straightforwardly, and dont find any value
in hiding behind overly-PC terms. Our young people want
inspiration and fun, not something thats restrictive or
overbearing. Our tone should always reflect this.
Typeface
Clan Pro Black

Clan Pro Book
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Bringing it to life
How can we deliver it?

This voice will need to flex slightly across different
types of communications. In some instances, it will
need to be more formal and less playful. Posters for
events will inevitably be much more enthusiastic
and dynamic than funding pitches, for example.
However, there are some basic principles that we
should apply to all communications written in the
RLSB voice. Our style should always:
-Be clear and to the point.
Use short sentences and short,
everyday words. But remember, a
natural-sounding rhythm is more
important than making every sentence
short, as this could veer towards
sounding unfriendly.
E.g. Theyve got plans. New experiences
to tackle. Goals to achieve.
-Be positive where possible; avoid
negative constructions.
E.g. Our children arent scared is ok,
but these children are brave is better
-Use the language of opportunities,
making things seem easy, accessible
no limits.
E.g. Why would anyone miss the
opportunity of a lifetime?
-Use active sentence constructions
E.g. we teach your children instead of

your children are taught
-And active language. Dynamic,
energetic. Imperatives.
E.g. Get fired up. Make it happen.
Discover, explore, sign up now.
-Have a personal tone
Use we and us instead of RLSB as
much as possible, and never the RLSB.
The kids, young people who cant see
anything as opposed to the children
visually impaired young people/
children.
For headlines where we need to grab
attention, the tone can be snappier. For
example, those in magazine articles,
posters and flyers promoting activities
and events. This voice can also be used
sparingly in longer text, where its fitting
to have a more playful tone. So our style
should sometimes:
-Use colloquial language (where
appropriate.)
E.g. Itll be a right laugh
-Use superlative descriptions - but dont
go over the top.
E.g. a hugely unforgettable day
-Use interesting, varied, humorous
language.
E.g. magazine headline:
Skills, thrills and belly laughs.
-Avoid relying on clichs, where
possible.
-Use playful language techniques,
but sparingly rhyme, alliteration,
wordplays are all ok as long as they
feel fresh. The key is not to overdo any
of this, as it will sound forced.
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the voice of
Bringing it to life
blind young people
How does it sound?

Confident and optimistic dispelling preconceptions
about blind young people being cautious and
dependent, and reflecting instead how they live or
want to live a life without limits. To this end, it can
sound punchy and opinionated - sometimes quite
raw and with a big dose of attitude. It doesnt skirt
around the issue of VI, but never, ever perceives it as
a limiting factor, in any sort of way. It can be cheeky
and challenging but always positive and cheerful.
The tone should aim to sound like that of a blind child or young
person, so it needs a blind young persons register and the tone
must echo the natural patterns of a blind young persons speech.
For this to work well, use colloquial terms. But approach them with
caution, as this tone will fall down if it comes across as try-hard.
And be cautious of too much wordplay. Think natural, colloquial
phrases know what I mean? rather than hey wassup?
Typeface
RLSB Hand Drawn
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If I try I could be
the next Stephen Spielberg.
E.g.
-M
ake sure theres a clear
point of view or opinion.
Anyway, it means Im not

scared of anything, the more I
practice, the better Ill get.
E.g.
-P
ose questions, especially rhetorical
ones which echo the natural patterns
of speech and create a certain
dramatic effect.
And who wouldnt want to

do that? Thats brilliant, right?
E.g.
-T
hink about the child-like view of
the world; its often quite considered,
stopping short of being overtly
innocent.
Why would anyone want to

sit around thinking about stuff,
when they could be doing stuff?
E.g.
- Only use words that blind young
Bringing it to life
people would actually say in natural

speech. Make sure the language always
sounds authentic ask yourself: is this
the type of thing Ive heard a blind
young person say?
E.g.
Get in. yeah, right.
-K
eep the language positive and
aspirational. Listen to RLSBs children
and young people for inspiration.
Use this tone sparingly for maximum
impact. And confine it to headlines
and the highest profile channels ATL
advertising, posters and web banners.
It may be a compelling quote on a
door-drop leaflet, or a great point of
view that draws the eye towards a web
banner. It should convey a perspective
that the voice of RLSB, as that of an
organisation, couldnt give. This will
show itself not just in the actual content,
but in a rawness or naturalness in the
tone as well. And it should always be
written in the hand drawn font.
Finally, because were focused on
providing a life without limits for
RLSBs young people, in communications
they should be referred to as young
people who cant see everything. The
labels blind and VIP should be avoided
as much as possible, as they can be
stigmatising.
Not being able to see

everything is a fact of my life
E.g.
as opposed to
blindness is a fact of my life

Not being able to see everything is a
descriptive factor, whereas blindness
implies a condition, with connotations
attached. We want to show that
blindness is not the first or only
defining factor for these children.
They are young people with the same
feelings, opinions and interests as other
young people it just happens that they
cant see everything.
Despite this, our tagline still refers to
blind young people not children who
cant see everything. This is because
blind is still the simplest descriptive
term to use. And we need to bear in
mind that, without any context, young
people who cant see everything could
be misinterpreted. In communications,
blind should be used in the first
instance to clearly set the context, then
young people who cant see everything
can follow. However, in any case where
using children who cant see everything
makes a sentence convoluted, then
blind/blindness is still the best
shorthand to use.
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How to use the two levels:

The two levels of our tone may be tricky to apply
at first, especially as some communications will
require a combination of the two. Before starting
the communication, consider the following:
10
1 Why are you communicating?
11

2 Who is the main audience?
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Colour
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The following table broadly covers the situations in

which well need to communicate. It also considers the
different audiences, and suggests which voice should
lead the piece and how it might sound. Bear in mind that
theres a lot of room for flexibility use it as a guide, not
a set of fixed rules.
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Image style
20
21
Illustration
22
Illustration themes
24
25
Our Tone of voice
27
32
35
Some communications will also combine these elements:

for example, a fundraising leaflet will work to invite and
motivate. Try and think of the predominant reason for
writing the communication and lead with this.
And, because living life without limits is the underlying
message in all our communications, this needs to come
across in our tone in everything we write.
Reason for
communicating
TO RAISE
AWARENESS:
To generate enthusiasm
across audiences for an event;
to capture the possibilities
available to young people
who cant see everything.
E.g. in advertising, the highest
level pages of the website,
web banners, DMs etc.
Audience
E.g. i) Existing donors,

potential new donors
(the public), parents
ii) Blind young people
How the voices

should be used
i) 30% RLSB 70% Blind young people. This needs

passion and attitude, which could come from either
voice. Displaying the excitement and energy of
the blind young people in top-level copy can be an
effective way of doing this. This is a good opportunity
to use the snappier RLSB voice in longer-length
text superlatives, colloquial language. Keep it really
natural, as though someone enthusiastic about a
project was explaining what was going on.
ii) 90% RLSB 10% blind young people. The RLSB
language should be broadly the same, but use the
blind young persons voice sparingly.
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Bringing it to life
Reason for
communicating
Audience
TO MOTIVATE/ EXCITE
E.g. i) Donors and parents
To encourage someone
to donate/ give up their
time/ get involved; to get
young people to sign up for
a course; to announce the
next stage of a course or
project.
ii) Blind young people
E.g. LAs, public officials

(MPs, mayors), donors
(existing and potential),
parents and blind
young people
10
11

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TO INVITE/WELCOME
24
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Our Tone of voice
27
E.g. To an event
whether a family fun day
or a black-tie event.
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35
How the voices

should be used
i) 60% RLSB 40% blind young people. This will need to
be positive, confident and ambitious so the RLSB tone
might make up most of the communication. But there
are other, subtler ways to motivate and a well-written
headline or lead paragraph in the young peoples voice
could be a compelling way of inspiring and enthusing
the reader.
ii) 90% RLSB 10% blind young people. An effective way
of motivating young people would be to be engaging,
dynamic and full of attitude. By emitting energy and
confidence it will inspire them they will want a part of
that attitude. Use the blind young persons voice with
caution; it could sound patronising.
N.B. This tone largely depends on the event and the
recipient of the invitation. It should always convey a
sense of positivity, of not taking things too seriously (no
stuffy invitations/being over-formal). For events like the
family fun day use the snappier RLSB tone - wordplay,
fresh language, superlative descriptions. The blind young
persons voice (playful, dynamic) should be used in key
quotes/headlines.
E.g. black-tie event = 90% RLSB 10% blind young people;
Family fun day = 50% RLSB 50% blind young people
TO INFORM
i) Donors
E.g. To let people know

about upcoming social/
fundraising events;
activities and sessions that
would benefit young people
ii) Parents and

blind young people
i) Donors: 60% RLSB; 40% blind young people

dynamic, enthusiastic, humorous at times.
Creating a positivity about events and new
projects. Use blind young peoples voice
persuasively in headlines and quotes.
ii) Parents and young people 90% RLSB; 10%
blind young people. Dynamic, fun, persuasive.
Blind young peoples voice only in case study
quotes/headlines describing activities and
sessions to create an affinity.
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Reason for
communicating
10
TO REPORT:
11

12
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The Cloud usage
E.g. Describing recent

social events/activities
in RLSB Edited articles, on
the website, in reports to
funding bodies etc.
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TO INFLUENCE
AND PERSUADE
E.g. To pitch ideas to
a potential business
partner; to secure funding;
communicate new projects/
changes.
TO REASSURE
E.g. To justify to LAs why
RLSB is a good partner
for a project; to convey
changes/decisions to key
stakeholders.
TO DELIVER A SERIOUS
MESSAGE
E.g. To relate difficult or
sensitive information to
young people and their
parents.
Bringing it to life
Audience
E.g. Current donors,

potential new donors
(the public), parents
and blind young people
How the voices

should be used
The same web and magazine content is likely

to be viewed by all three groups.
Tone should be roughly 60% RLSB 40% blind young people.
RLSB voice should be used for in-depth copy, and should
be humorous and enthusiastic (the snappier part of
the voice mentioned earlier) A lot of top-level content
(headlines, quotes) should be in the blind young peoples
voice fun, playful, opinionated.
E.g. Donors (from

businesses to
individuals), schools,
LAs, parents and
blind young people
70% RLSB. Active, compelling, clear. Opinions, rhetorical

questions conveying RLSBs enthusiastic, confident
personality to make the worth of a project seem clear.
E.g. LAs, schools,

potential business
partners etc.
95% The voice of RLSB. Active, clear, concise.

Avoiding jargon, spelling out the issue, using
compelling language and opinions.
30% Blind young people headlines, maybe a

persuasive quote conveying something quite hardhitting in an innocent way, as children sometimes do.
This can be a means of drawing the reader in.
5% voice of blind young people

if appropriate, in a quote etc.
E.g. Blind
young people,
their parents
Almost wholly the voice of RLSB. Clear and to-thepoint; unpatronising when relating the message;
then a practical focus on positive next steps.
Voice of blind young people could perhaps be used
as a compelling quote to create a feeling of affinity,
but approach cautiously.
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Bringing it to life
Use this practical checklist to help you prepare

any piece of communication for RLSB
What are you writing?
Whats it about?
Who is it aimed at?
What will it say?
So what is its main reason
for communicating?
Are there any other reasons?
E.g. a leaflet, a poster
E.g. fundraising, an event,

counselling sessions
E.g. blind young people,

their parents, the public
E.g. give fundraising ideas,

reporting on an event, the
benefits of RLSBs counselling
E.g. (from the communications table on
pages 9-11) to motivate/excite, to report,
to deliver a serious message
E.g. (from the communications table

on pages 9-11) to inform or to reassure
Based on this, whats the

aproximate balance between
the two levels of our tone
of voice? Will it mostly be
in RLSBs voice, or the blind
young peoples?
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Our brand elements
Bringing it to life
Heres an example when writing a leaflet
What are you writing?

Whats it about?
Who is it aimed at?
What will it say?
So what is its main reason
for communicating?
Are there any other reasons?
Based on this, whats the
aproximate balance between
the two levels of our tone
of voice? Will it mostly be
in RLSBs voice, or the blind
young peoples?
A leaflet
Fundraising
The public: current donors,

and potential future donors
- Why fundraise for the RLSB

- Provide fundraising ideas
- To raise awareness - why fundraise

- To motivate and excite - giving ideas
To persuade - reasons why

people should fundraise
Because this leaflet is aimed at the public, we

can use the voice of blind young people more
extensively than if it was aimed at the young
people themselves. And, as the communications
table shows (on pages 9-11), in raising awareness
we can use the voice of blind young people more
than that of RLSB approximately 70% to 30%
RLSB. When were giving fundraising ideas and are
motivating and exciting, we use the voice of RLSB
more around 60% to 40% blind young people.
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Our brand elements
Bringing it to life
SO WHAT DOES THIS MEAN IN PRACTICE?

Explaining why people should fundraise for RLSB
As weve mentioned, this leaflet will need an initial section aiming to raise awareness about RLSB
and persuade people to volunteer for RLSB. Looking at the communications table we see that,
when raising awareness, the tone needs to be passionate and ambitious - really conveying an idea
of life without limits and what it means to RLSB. It should be enthusiastic, but natural sounding.
And a lot of the headlines and top-line messaging will be in the voice of the blind young people.
This section should also be persuasive. Looking at the communications table it shows that the
language should be enthusiastic and opinionated. Rhetorical questions, clear language and lots of
examples should all help to convey this. And, as the whole leaflet is working to inform, we need to
make sure this section does it as effectively as possible, using straightforward, active language.
Putting this all together, a why RLSB? section could read something like this:
RLSB HELPED ME THINK BIG,

I USED TO hang back
BUT NOW I KNOW I COULD MAKE ANYTHING HAPPEN
IF I PUT MY MIND TO IT.
This is an attitude we see and
encourage every single day. We work with
positive, ambitious and determined
blind young people. And if theyre not
like that when we first meet them,
then we work our hardest to help them
get there.
To be honest though, we dont do
that much coercing. Why? Because
with most of these young people the
desire for change, for independence, is
already there.
We just provide the facilities and

support to make sure they achieve
every single ambition. In doing so,
their lives are transformed beyond
recognition. As you can tell, were
proud of our results. And were
incredibly proud of the kids. But this
is no mean feat. It would be totally
unobtainable without the support of
donors. So we need your help to keep
these amazing results coming.
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Our brand elements
Bringing it to life
SO WHAT DOES THIS MEAN IN PRACTICE?

Providing fundraising ideas
Obviously this section needs to inform people about the fundraising options
open to them, but more fundamentally, it needs to motivate and excite - to
make the reader really want to give up their time and get involved. So, it
should be inclusive and encouraging, as well as ambitious and dynamic,
making it seem like there are endless enjoyable possibilities for fundraising
and engaging people.
It needs to fire people up to get involved - humour and funny fundraising ideas may work
well here. The tone and messaging needs to be eye-catching and memorable, so people wont
just forget it as soon as theyve finished reading. However, it shouldnt try too hard, so no
cheesy language (clichs
or exclamation marks).
As weve seen, when communicating to motivate and excite we should use RLSBs voice more
than that of the blind young people. But dont forget about this altogether quotes in the
voice of the blind young people could be a means of enthusing and inspiring.
This section is still working to inform, so it needs to be clear, honest and truthful at all times.
So this section could sound something like this:
WE BELIEVE IN LIVING LIFE WITHOUT LIMITS.

WE WANT TO TRY EVERY NEW THING THAT COMES OUR WAY
If this sounds like you too, then get out there, get
involved and raise some money for RLSB.
In doing so, you will be helping to keep our vital
work going. And, fundraising for RLSB is doubly
important. By doing something different for a
great cause, youll be getting our message out
there and showing how to live life without limits.
Youll be an inspiration to other fundraisers, and
an inspiration to our blind young people.
Because, after all, thats what were all about.
Theres no end to the things you could do for RLSB. And

its all about having some fun, so the crazier the better.
We want to get people talking, get them impressed and
inspired. If that means sitting in a bath of cold beans for
seven hours, so be it.
So here are some ideas to get your creative juices flowing:
- Sponsored give it up. A classic, this one. Quit talking,
shaving, Facebook. Got a friend with a really annoying
habit? Persuade them to give it up for a great cause
- Garden Olympics. Pull on the Lycra and relive your
favourite sports day events. Just try not to be a bad
loser.
-A
uction of promises. Gourmet dinner? Salsa lessons? A
weeks worth of ironing? Get everyone donating their
expertise.
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LIVE LIFE
WITHOUT LIMITS
LIFE
WITHOUT
LIMITS
FOR BLIND
YOUNG PEOPLE
FIND OUT HOW YOU CAN HELP

WWW.RLSB.ORG.UK
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LIVE LIFE
WITHOUT LIM IT S
E
LIF T
H O UTS
T
I
W L I M I IND
L
RB
E
F O EO P L
GP
N
YOU
GET
E
LIF T
OU S
H
T
W I L I M I TIND
L
RB
E
F O EO P L
GP
N
YOU
BLIND KIDS
OUT OF
THEIR HEADS
53
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WELCOME TO
DORTON HOUSE
RECEPTION DESK
>
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PARTNERSHIP PROPOSAL
VISION AND INDEPENDENCE
FOR BLIND AND PARTIALLY
SIGHTED CHILDREN, YOUNG
PEOPLE AND THEIR FAMILIES
MARGARET MCCULLOCH
FUNDING PARTNERSHIPS MANAGER
TEL: 020 7808 6183
FAX: 020 7860 6171
E-MAIL: MARGARET.MCCULLOCH@RLSB.ORG.UK
RY FUND
BIG LOTTEOD
LOCAL FO
ALTH AND
PPING, HE
L FOOD, SHO FOR VIP
CULTURA
S
NAL RECIPE
NUTRITIO
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Website
43
Press advertising
46
Adshell
47
Bus
48
51
Mailer
52
Mailer Packaging
53
T-Shirts
54
Bag
55
Events
57
Members magazine
59
Internal signage
62
Business card
63
Business plan
64
Annual report
65
Formal invitation
66
Co-branding
Moleskine
67
Co-branding
68
Co-branding
Pandora
Our brand elements
Bringing it to life
Co-Branding
Moleskine
The legendar y notebook of Hemingway, Chatwin.
Ruled Notebook
2 4 0 Pa g e s , 1 3 x 2 1 c m , a c i d - f r e e p a p e r,
expandable inner pocket.
A product in par tnership with
66
Our brand
40
Online Advertising
41
Website
43
Press advertising
46
Adshell
47
Bus
48
51
Mailer
52
Mailer Packaging
53
T-Shirts
54
Bag
55
Events
57
Members magazine
59
Internal signage
62
Business card
63
Business plan
64
Annual report
65
Formal invitation
66
Co-branding
Moleskine
67
Co-branding
68
Co-branding
Pandora
Our brand elements
Bringing it to life
Co-Branding
C U I N G
R A W
E D G E
C R E A T I V I T Y
B E Y O N D
L K S
1 7 . 0 6 . 1 2
1 8 H
I m p e cca b l y d es i g n e d a n d u n i q u e l y
T
F E L
ta ct i l e, t h i s o n e - off co l l e ct i o n
re d efi n es t h e s e n s o r y ex p e r i e n ce
T F LE LE T F
of t h e we a re r. Co n st r u cte d w i t h t h e
i n s i g ht of b l i n d a n d p a r t i a l l y s i g hte d
st u d e n t s , t h es e p i e ces co m b i n e
tex t u re d fa b r i c s b ot h co n ve n t i o n a l
a n d a va n t-ga rd e i n n ew,
i n t r i gu i n g wa ys .
IN PARTNERSHIP WITH
6 . 1 2
1 7 . 0
67
Our brand
40
Online Advertising
41
Website
43
Press advertising
46
Adshell
47
Bus
48
51
Mailer
52
Mailer Packaging
53
T-Shirts
54
Bag
55
Events
57
Members magazine
59
Internal signage
62
Business card
63
Business plan
64
Annual report
65
Formal invitation
66
Co-branding
Moleskine
67
Co-branding
68
Co-branding
Pandora
Our brand elements
Bringing it to life
Co-branding
pandora for rlsb
68

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RLSB Brand Guidelines Compressed

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Verfügbare Formate

Brand guidelines

V0.0 DRAFT November 2011

At RLSB, we have a belief: that everyone should be

Logo minimum sizes

The life without limits button

Sponsorship logo/the life

The Cloud usage

Image style principles

Our Tone of voice

What is our tone of voice?

How to use the two levels

Tone of voice checklist

Logo minimum sizes

The life without limits button

Sponsorship logo/the life

The Cloud usage

Image style principles

Our Tone of voice

What is our tone of voice?

How to use the two levels

Tone of voice checklist

Our brand elements

Logo minimum sizes

The life without limits button

Sponsorship logo/the life

The Cloud usage

Image style principles

Our Tone of voice

What is our tone of voice?

How to use the two levels

Tone of voice checklist

Our brand elements

SECONDARY - Special use logo

Logo minimum sizes

The life without limits button

Sponsorship logo/the life

The Cloud usage

Image style principles

Our Tone of voice

What is our tone of voice?

How to use the two levels

Tone of voice checklist

Special use logo

Our brand elements

Logo minimum sizes

Our brand elements

Logo minimum sizes

The life without limits button

Sponsorship logo/the life

The Cloud usage

Image style principles

Our Tone of voice

What is our tone of voice?

How to use the two levels

Tone of voice checklist

Small use special

Logo minimum sizes

The life without limits button

Sponsorship logo/the life

The Cloud usage

Image style principles

Our Tone of voice

What is our tone of voice?

How to use the two levels