BBC Children in Need Campaign

📋 1 Guidelines

🔗 Connections

Sector

Broadcasting Ngo

Region

United kingdom

Guideline Year

2023

Language

English

Tags

Broadcast Featured

Official Websites

Brand Guidelines

2023

Brand Summary

Mission
  • At BBC Children in Need, we believe that every child is spectacular and through our fundraising and outreach we believe we can give children the chance to be the best they can be so they can feel SPOTacular! [^1]
Core Values
  • uplifting
  • positive
  • inspiring
  • inclusive
  • child-focused
  • celebratory
  • community-driven
  • diversity
  • confidence
  • energy
  • kindness
  • empathy
  • motivation
  • personability
  • sincerity
Target Audience
  • Children, young people, families, schools, charity sector, internal teams, young adults (16-24), and supporters from all walks of life [^2].
Personality Traits
  • active
  • motivating
  • confident
  • energising
  • grown-up
  • cross-generational
  • cheeky
  • personable
  • sensitive
  • sincere
  • kind
  • empathetic
  • optimistic
  • fun
  • dynamic
  • iconic
Visual Identity Overview
  • The visual identity is vibrant, energetic, and child-friendly, featuring a dynamic core logo, playful SPOTacular logo, a honey yellow primary color with accent colors, unified typography (BBC Reith Sans and Rounded), lively spots, expressive mascot Pudsey, uplifting photography, and multidimensional motion graphics. The style is designed to be positive, inclusive, and celebratory, with clear rules for logo usage, color palette, and layout [^3].

Categories

Brand Voice
  • Typography creates a unified voice
Brand Imagery
  • Project Photography feels uplifting and positive. It helps to tell a story and show the impact we have as a charity.
  • Fundraising Photography feels lively, fun and uplifting. It lives to rally the nation, inspire and bring our campaign to life.
  • Impact related photography We show the children we support in a positive, inspiring way. We show true diversity of the children and projects we support, where natural, authentic and, most importantly, positive emotions are absolute musts. Whilst our photography is always positive, where possible we hint at a challenge overcome. Colour highlights create a sense of vibrancy, especially when it’s our iconic yellow. We aim to capture a hint of yellow in all our photography. Photography should never feel cliched, cold, staged, functional, negative or be treated in monotone. Our photography is absolutely key in forming an emotional connection with audiences. With this in mind, using relevant imagery in a relevant way as much as we can is crucial.
  • Photography to rally support We also use photography in order to inspire people to support, enabling us to continue to support children and young people.
  • Fundraising photography We show inspiring ways to get involved, rallying the nation. We are naturally inclusive and accessible, encouraging our supporters to get involved through our photography. We show true diversity of our audiences and supporters. Our photography is absolutely key in inspiring and rallying audiences, whether that be on social channels, digitally or in print. With this in mind, using relevant imagery in a relevant way as much as we can is crucial. Colour highlights create a sense of vibrancy, especially when it’s our iconic yellow. Our images always contain yellow to bring a strong brand read to our content. Photography should never feel cliched, cold, staged, functional, negative or be treated in monotone.
Color Palette
  • Colour helps differentiate the brand
  • Colour BBC Children in Need palette Core colour Our Honey yellow is the most dominant and recognisable colour, Warm and uplifting, it should be used in the lockup and graphical elements throughout the experience to signal to users which brand they are seeing.
  • Supporting neutral colours Honey yellow has complementary lighter and darker colours that exist to aid the legibility of text. Cream is used as a soft, warm base to all communications whilst the white and black ties us to the wider BBC.
  • Accent colours These are born from the world of Pudsey and are mostly seen in the Spots. Our accent colours allow for tonal range.
  • Core colour Honey yellow R247 G188 B49 #F7BC31 C0 M30 Y80 K0 PMS 142
  • Supporting neutral colours Cream R249 G246 B237 #F9F6ED C3 M3 Y9 K0 PMS 9345 White R255 G255 B255 #FFFFFF C0 M0 Y0 K0 Black R0 G0 B0 #000000 C0 M0 Y0 K100
  • Accent colours (mostly seen in Spots) Green R3 G167 B127 #03A77F C78 M0 Y62 K0 PMS 339 Blue R38 G200 B225 #26C8E1 PMS 2985 C67 M0 Y13 K0 Lilac R171 G127 B211 #AB7FD3 C44 M56 Y0 K0 PMS 528 Pink R251 G217 B219 #FBD9DB C2 M22 Y11 K0 PMS 196 Red R243 G90 B45 #F35A2D C0 M75 Y90 K0 PMS 7416
  • Don’t change or add to the established lockup colourways -these have been created to work on our core backgrounds
  • Don’t use the yellow lockup on cream or white backgrounds as it creates accessibility issues
  • Our primary colour is yellow.
  • The use of yellow can flex to speak to different audiences or content
  • The use of accent colours can flex to speak to different audiences or content.
  • Yellow should always be the predominant coloured spot. Spots can feature anywhere from two to all five of accent colours.
  • Don’t have spots all the same colour
Typography
  • Typography creates a unified voice
  • BBC Children in Need’s primary typeface is BBC Reith Sans supported by BBC Reith Rounded
  • Four core styles form the basis for type treatment across our portfolio
  • These are our four core type styles and form the basis for all typography. If another tier is needed it should be extrapolated from this core set.
  • For example, subheads can be created by setting body copy in Bold.
  • Energised headlines We can use BBC Reith Sans Extra Bold and BBC Reith Rounded Wobbly in all caps for situations when we want to be extra expressive.
  • Elevated headlines We use the more functional BBC Reith Sans Bold in sentence case for all elevated headlines.
  • Body copy We use BBC Reith Sans Regular for all long-form copy for its clarity.
  • Detail This covers everything from metadata tags, links and captions. These pieces of information typically use lighter shades or colour to indicate function.
  • We only use BBC Reith Rounded Wobbly in certain instances It’s intended for headings at large sizes, rather than for extended passages of body copy, typically used to pull out key words.
  • It’s typically used with short sentences and is designed to entices readers into the following body copy.
  • We use Reith Sans for all Long-form copy. It doesn’t call attention to itself and is designed to perform well at small scales.
    1. Don’t use random colours 2. Don’t make line lengths too long or short 3. Don’t use italics for headlines or body copy 4. Don’t use Reith Serif, this is reserved for BBC News 5. Don’t right-align text in left-to-right language content 6. Don’t rotate text 7. Don’t pair Reith with any other typefaces 8. Don’t add effects to typography e.g. glows, drop shadows or bevels
Logo Usage
  • Limited usage to yellow on black and black on yellow
  • Black on cream/white backgrounds
  • Mono lockups can be used for photographic backgrounds for legibility
  • Primary lockup On yellow
  • Primary lockup On cream
  • Primary lockup On black
  • Horizontal lockup On yellow
  • Horizontal lockup On cream
  • Horizontal lockup On black
  • Wordmark-only On yellow
  • Wordmark-only On cream
  • Wordmark-only On black
  • Each Lockup has a set of three forms to allow us to flex and work within different spaces
  • Primary/ stacked lockup: Always preferred for marketing; Used for brand awareness; Largest visual footprint
  • Alternative / horizontal lockup: Commonly used in small digital spaces or extreme horizontal formats; Used for brand awareness
  • Word mark-only: Shorthand lockup; Used in a very particular set of applications that already feature the BBC logo in a prominent position
  • Standalone wordmark only to be used in consultation with legal. Please check with the brand team.
  • Clearspace, pixel grid and minimum size ensure our lockup is clear at all times
  • The BBC Children in Need primary lockup is based on a precise grid that ensures pixel perfect scaling in digital applications. In combination with clear space and sizing rules, it ensures the lockup is always crisp and clear.
  • The clear space is 1x BBC block. This space should be kept free from other graphic elements to protect the lockup.
  • For most use cases, the lockup should not appear less than 40px high (10mm for print).
  • 1x BBC block all around
  • For print and digital
  • Primary lockup On yellow or cream
  • The ‘In aid of’ logo should be used any time we or our partners are selling merchandise.
  • The registered charity number must always appear when the BBC Children in Need logo is present. These details do not have to sit directly with the logo, they just need to be somewhere on the design.
  • The information which needs to appear is: © BBC 2022 Reg. charity England & Wales no. 802052 and Scotland no. SC039557.
  • For corporate partners, the following information must appear on the piece too: BBC Children in Need, Pudsey Bear and Blush are trade marks of the BBC and are used under licence.
  • Speak to your BBC Children in Need contact to confirm your charity donation statement and licensing line required by law.
  • The ‘We’re supporting’ logo should be used by our partners, unless using the ‘In aid of’ logo in the case of selling merchandise.
  • The same guidance applies as detailed on the previous pages. All logos are available in black and white.
  • Make sure that you use the correct version of the logo -if unsure please get in touch with a member of the BBC Children in Need team.
  • Our Logos are also available in a Welsh dual language version. This must only be used on dual language communications.
  • The same guidance applies as detailed on the previous pages.
  • For partnerships, always use the primary or stacked Lockups. Where possible, align the logos horizontally
  • We should aim for equal height and spacing across all sponsors, using horizontal footprint logos wherever possible.
  • Logo placement and prominence on touch points: Front and centre. By default, our logo is used in the top centre of the layout in a leading position. It should be positioned in a way that maximises attribution and ensures it can play an active and leading role in the user experience (e.g. PowerPoint covers).
  • Alternatively it can be placed smaller in the top or bottom left in a more recessive role to let content take the lead (e.g. PowerPoint inside pages).
  • We have one logo asset; we must not use multiple BBC Children in Need logos on one design. Use it once and with confidence.
  • When using on content or in physical space, we do not fill the letterforms.
  • Don’t recreate or change the lockup. This includes the spacing, sizing or arrangement of a lockup
  • Don’t change the typeface of the lockup
  • Don’t distort lockups
  • Don’t use and mix old brand elements with new
  • Don’t add any filters or effects
  • Don’t change or add to the established lockup colourways -these have been created to work on our core backgrounds
  • Don’t place the lockup inside a shape or patch that’s not a spot
  • Don’t add Pudsey to the lockup
  • Don’t use the yellow lockup on cream or white backgrounds as it creates accessibility issues
Tone And Messaging
  • At BBC Children in Need, we believe that every child is spectacular and through our fundraising and outreach we believe we can give children the chance to be the best they can be so they can feel SPOTacular!
  • Core Logo is dynamic, confident and iconic SPOTacular Logo is energetic and fun Colour helps differentiate the brand Typography creates a unified voice Motion system expresses our multidimensional offer Pudsey acts as a mascot for the brand Spots connects the image used for content, topics and expressions Project Photography feels uplifting and positive. It helps to tell a story and show the impact we have as a charity. Fundraising Photography feels lively, fun and uplifting. It lives to rally the nation, inspire and bring our campaign to life.
Brand Values
  • At BBC Children in Need, we believe that every child is spectacular and through our fundraising and outreach we believe we can give children the chance to be the best they can be so they can feel SPOTacular!
Visual Style
  • Core Logo is dynamic, confident and iconic
  • SPOTacular Logo is energetic and fun
  • Colour helps differentiate the brand
  • Typography creates a unified voice
  • Motion system expresses our multidimensional offer
  • Pudsey acts as a mascot for the brand
  • Spots connects the image used for content, topics and expressions
  • Project Photography feels uplifting and positive. It helps to tell a story and show the impact we have as a charity.
  • Fundraising Photography feels lively, fun and uplifting. It lives to rally the nation, inspire and bring our campaign to life.
Layout And Composition
  • The BBC Children in Need primary lockup is based on a precise grid that ensures pixel perfect scaling in digital applications. In combination with clear space and sizing rules, it ensures the lockup is always crisp and clear.
  • The clear space is 1x BBC block. This space should be kept free from other graphic elements to protect the lockup.
  • For most use cases, the lockup should not appear less than 40px high (10mm for print).
  • By default, our logo is used in the top centre of the layout in a leading position. It should be positioned in a way that maximises attribution and ensures it can play an active and leading role in the user experience (e.g. PowerPoint covers).
  • Alternatively it can be placed smaller in the top or bottom left in a more recessive role to let content take the lead (e.g. PowerPoint inside pages).
  • We have one logo asset; we must not use multiple BBC Children in Need logos on one design. Use it once and with confidence.
  • When using on content or in physical space, we do not fill the letterforms.
  • Don’t recreate or change the lockup. This includes the spacing, sizing or arrangement of a lockup
  • Don’t change the typeface of the lockup
  • Don’t distort lockups
  • Don’t use and mix old brand elements with new
  • Don’t add any filters or effects
  • Don’t change or add to the established lockup colourways -these have been created to work on our core backgrounds
  • Don’t place the lockup inside a shape or patch that’s not a spot
  • Don’t add Pudsey to the lockup
  • Don’t use the yellow lockup on cream or white backgrounds as it creates accessibility issues
  • Don’t move or alter the spots within the lockup.
  • Don’t use full Pudsey locked up in to the lockup
  • The SPOTacular identity should be positioned in a way that maximises attribution and ensures it can play an active and leading role in the campaign.
  • We have one logo asset; we must not use multiple BBC Children in Need or SPOTacular logos on one design. Use it once and with confidence.
  • Spot styles can flex to speak to different audiences or content
  • Yellow should always be the predominant coloured spot. Spots can feature anywhere from two to all five of accent colours.
  • Depending on their position, spots should have varying amounts of blur to create a sense of depth.
  • Make sure the spots are always random, not uniform. They’re should shift around the canvas, creating asymmetry while often bleeding off the canvas.
  • Don’t have spots all the same colour
  • Don’t have extreme scales
  • Don’t overcrowd
  • Don’t layer too many together
Motion Graphics
  • Motion system expresses our multidimensional offer
  • Motion brings our logo to Life in broadcast and digital
  • Our logos have been designed as motion assets and can be used to enhance certain moments.
  • They come in two levels of expressiveness and should always be deployed appropriate to the content.
  • Raise Our most commonly deployed, used in toned-down spaces from transition in from zero.
  • Burst We use this mechanic in our more expressive brand moments which resolves to a static form.
  • Motion brings our SPOTacular campaign to life in broadcast and digital
  • Our SPOTacular logos have been designed as motion assets and can be used to enhance certain moments.
  • They come in three levels of expressiveness and should always be deployed appropriate to the content.
  • Pop A quick pop of SPOTacular, perfect for adding as a small sign off on a piece of content.
  • Burst A softer animation which is best suited as a small burst of SPOTacular where we’re asking for support -areas such as lower thirds for TV alongside a donation message.
  • Bounce We use this mechanic in our more expressive brand moments which resolves to a static form. Perfect for rallying a fundraiser and using as a full screen visual.
  • Motion brings out Pudsey’s personality We have three looped animations derived from our full poses available to bring Pudsey to life. They are typically reserved for the more expressive brand moments. He is our most important asset so we should deploy him with care.
  • Welcoming motion sequence
  • Power pose motion sequence
  • Fist-pump motion sequence
  • Raise Used alongside the spots in toned-down spaces eg: ‘Please donate’, ‘Stay in touch’ and ‘Sign up’.
  • Burst Reserved for more expressive and energetic moments eg: ‘Changing young lives’, ‘Thank you to all!’ and ‘Welcome to the show’
Merchandise Guidelines
  • We understand that merchandise and products require additional, flexible ways of using our brand assets, including patterns, colourways and the use of Pudsey.
  • We have an additional range of assets that can be used for this purpose, giving the opportunity for you to create patterns and designs which suit the product requirements.
  • All product design must be created alongside our trading team and brand team for approval.
  • Please get in touch to request additional guidance and assets.
Brand Partnerships
  • The ‘In aid of’ logo should be used any time we or our partners are selling merchandise.
  • The registered charity number must always appear when the BBC Children in Need logo is present. These details do not have to sit directly with the logo, they just need to be somewhere on the design.
  • The information which needs to appear is: © BBC 2022 Reg. charity England & Wales no. 802052 and Scotland no. SC039557.
  • For corporate partners, the following information must appear on the piece too: BBC Children in Need, Pudsey Bear and Blush are trade marks of the BBC and are used under licence.
  • Speak to your BBC Children in Need contact to confirm your charity donation statement and licensing line required by law.
  • The ‘We’re supporting’ logo should be used by our partners, unless using the ‘In aid of’ logo in the case of selling merchandise.
  • The same guidance applies as detailed on the previous pages. All logos are available in black and white.
  • Make sure that you use the correct version of the logo -if unsure please get in touch with a member of the BBC Children in Need team.
  • For partnerships, always use the primary or stacked Lockups. Where possible, align the logos horizontally
  • We should aim for equal height and spacing across all sponsors, using horizontal footprint logos wherever possible.
  • For partnerships, our BBC Children in Need logo must always be present, either through lock up with SPOTacular, or alongside the partner logo in another place on the design.
  • Our In aid of and We’re supporting logos are available for partners to use.
  • The partners logo always appears separately to SPOTacular, and our preferred layout displays the BBC Children in Need logo alongside the partner logo to strengthen the partnership visually.
  • For partners, by default, our SPOTacular logo should be locked up with our We’re supporting BBC Children in Need logo.
Co Branding
  • For partnerships, our BBC Children in Need logo must always be present, either through lock up with SPOTacular, or alongside the partner logo in another place on the design.
  • Our In aid of and We’re supporting logos are available for partners to use.
  • We should aim for equal height and spacing across all sponsors, using horizontal footprint logos wherever possible.
  • The partners logo always appears separately to SPOTacular, and our preferred layout displays the BBC Children in Need logo alongside the partner logo to strengthen the partnership visually.
  • For partnerships, always use the primary or stacked Lockups. Where possible, align the logos horizontally.
  • For partners, by default, our SPOTacular logo should be locked up with our We’re supporting BBC Children in Need logo.
  • We have one logo asset; we must not use multiple BBC Children in Need or SPOTacular logos on one design. Use it once and with confidence.
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