How we work with others
Negotiating the right solution
You need to negotiate how the Macmillan visual identity and that of a
partner will be used when forming a new relationship. This negotiation
should be recorded in writing, whether or not it forms part of the
contract, and should take account of the following (as appropriate):
For services and campaigns partners
- The level of Macmillan input in a service or project
- The timeframe of the project (is it a short-term initiative
or a long-term or permanent service?)
- The needs of service users – for example, will applying strong
Macmillan visual branding to a service increase uptake and enable
the service to reach people it wouldn’t otherwise, or is the partner
organisation’s brand more relevant to the audience?
- The number of partners involved in a given project – for example,
if there are three or more partners in a project you may decide
that all will be given equal prominence on the back or insides
of communications.
For corporate partners
- The level of support (financial or otherwise) from
a corporate partner
- The needs of customers and employees of a corporate partner
Choosing the appropriate design route, and agreeing placement of
logos is a matter of judgement and negotiation. Use the guidance on
the following pages to help you balance the needs of Macmillan with
those of the project or service.
Within one relationship it may be that you use both of the design
routes at different times, for different communications and audience
needs. For example, if you are developing materials to announce that
Macmillan is the chosen charity of the year, this would most likely
be in the corporate partner’s visual identity with the Macmillan logo
added. If however, you are creating a poster to advertise that an
information officer is going to be available to staff during a week of
lunch hours, then we would suggest that this is a Macmillan
communication with the corporate’s logo added.