How we look
Our design philosophy
This is the philosophy behind how we design things. It’s worth keeping these
words in mind as you look through the How we look pages of be.Macmillan.
Bold
We want our communications to stand out from other charities. Our designs must have
lots of conviction and impact, because our cause is so fundamental.
Approachable
Despite their boldness, our designs should always have a human, hand-made feel to
them. That’s because Macmillan is about everyone getting involved.
Energetic
We are a ‘life force’, and our communications reflect that.
Our designs should feel lively and spirited, never static, rigid
or institutional.
Clear
Our designs are always simple. We keep the number of elements we use to a minimum,
but we use those elements very boldly. Nothing is decorative, every piece of type
or image is there for a clear reason. And our main messages always stand out.