How we work with others
Our brand identity and partners
The objective of visually branding anything Macmillan is to maximise
the visibility of our contribution to the service or initiative to:
- attract funds so we can improve the lives of people affected by cancer
- increase awareness and access to our services for those living with cancer.
Relationships with our partners are varied and sometimes complex.
Most have their own identities and guidelines for how they should be
used. The use of our identity should never be an obstacle to securing
funds and visibility for Macmillan or developing and promoting a
service. There is flexibility within the new visual identity and there are
clear principles to steer you.
However, we are a known and trusted brand. If our visual identity isn’t
well reflected on communications then it makes it harder for us to
reach and improve the lives of everyone living with cancer by 2010.
There are three design routes for communications:
- Design the materials using Macmillan’s visual identity with
the partner’s logo appropriately placed. Include a clear
paragraph of copy explaining the relationship.
- Design the materials using the partner’s visual identity with
the Macmillan logo placed to suit the overall design. Include
a clear paragraph of copy explaining the relationship.
- In some rare cases involving campaigns partners, you can
create a new ‘campaign’ style which is clearly different from
Macmillan’s or the partner’s visual identity.
Never design materials as a hybrid of two identities. This is confusing
for the reader because it is not clear who the author is, or what the
relationship is. It is potentially damaging to the Macmillan brand.
The clear paragraph of copy
A clear paragraph of copy explaining the relationship between
Macmillan and the partner is a key element in all co-branded
publications. It should clearly and simply describe:
- what the service or initiative is
- who it is for
- what the specific roles of the various partners are (if there are
lots of partners with fairly minor roles, you don’t necessarily have
to list them all – you can simply refer to them as ‘other local
charities’ for example)
For example: