CALM

📋 1 Guidelines

🔗 Connections

Sector

Healthcare Ngo

Region

United kingdom

Guideline Year

2016

Language

English

Tags

Social

Official Websites

Brand Guidelines

2016

Brand Summary

Mission
  • To campaign against living miserably, advocating for mental health awareness and support, especially targeting suicide prevention.
Core Values
  • clarity
  • consistency
  • visibility
  • advocacy
  • support
Target Audience
  • Individuals affected by mental health challenges, particularly men under 45 in the UK, as well as the broader public seeking mental health support.
Personality Traits
  • bold
  • assertive
  • supportive
  • clear
  • modern
Visual Identity Overview
  • The brand uses strong, high-contrast colors (primarily blues, black, and white), bold sans-serif typography, and a consistent logo with strict usage rules. The visual style is minimalist, impactful, and designed for clarity and recognition across all platforms.

Categories

Logo Usage
  • Please use the exclusion zone and ensure it always appears legibly with enough space to breathe as outlined here.
  • Do not decrease legibility of the logo by reducing it to less than 14mm wide.
  • Do not apply texture to the logo.
  • Do not outline the logo.
  • Do not distort the logo.
  • Do not rotate the logo.
  • Do not fill the logo with images.
Color Palette
  • The colour palette is a key element to the visual identity. The colours we use and the way we use them will be key for our audience to build some familiarity and recognition.
  • Yes, we want fame and notoriety and colours are a great way of building this.
  • The logo is flexible, but clarity is always maintained through the use of contrasting colours.
  • These guidelines will help you ensure it is loud, proud and visually sound.
  • CMYK: C100 M32 Y0 K28
  • RGB: 0 100 158
  • PANTONE: 3015 C
  • CMYK: C60 M40 Y0 K100 RGB: 0 0 0
  • PANTONE: BLACK 6 C
  • CMYK: C92 M0 Y10 K3 RGB: 0 161 210
  • PANTONE: 639 C
  • CMYK: C0 M0 Y0 K0
  • RGB: 225 225 225
  • CMYK: C58 M0 Y13 K0
  • RGB: 105 198 221
  • PANTONE: 631 C
  • These are our core colours and should be used as a base in most creative, especially when we need to be all corporate.
  • CMYK: C6 M0 Y87 K0
  • RGB: 250 234 39
  • PANTONE: 395 C
  • CMYK: C0 M100 Y0 K0
  • RGB: 230 0 126
  • PANTONE: PROCESS MAGENTA C
  • CMYK: C0 M74 Y100 K0
  • RGB: 255 103 0
  • PANTONE: 165 C
  • CMYK: C100 M72 Y0 K50
  • RGB: 0 46 98
  • PANTONE: 295 C
  • These are our secondary colours which can be used to inject some of our vibrant personality when we need to grab people’s attention.
  • Here are a few parings that we find pleasing on the eye, as well as some that are not.
  • 8% of the male population are colour blind. Astonishing, only 0.5% of the female population are.
  • Do not pair: Green & red Green & brown Green & grey Green & blue Green & black Yellow & light green Blue & purple Blue & grey
Typography
  • We use four fonts: Alternate Gothic No 2 for the main headlines and Swiss 721 Light for the body or non-headline copy.
  • If you do not have, or cannot install the above fonts, Helvetica can be used for headlines and Calibri for body copy or non-headline copy as these are default typefaces.
  • It is each vendor’s legal responsibility to purchase a licensed version of the fonts before producing final work.
  • HEADLINE FONT ALTERNATE GOTHIC NO 2
  • BODY COPY FONT SWISS 721 LIGHT
  • HEADLINE FONT HELVETICA BOLD THIS FONT SHOULD BE PRE-INSTALLED ON ALL COMPUTERS.
  • BODY COPY FONT CALIBRI REGULAR THIS FONT SHOULD BE PRE-INSTALLED ON ALL PCS. MAC USERS CAN PURCHASE AT: myfonts.com/fonts/ascender/calibri/
  • STYLE CENTRED HEADLINE TRACKING +20 LEADING 1 POINT LARGER THAN FONT POINT SIZE
  • STYLE LEFT ALIGNED HEADLINE TRACKING +20 LEADING 1 POINT LARGER THAN FONT POINT SIZE
  • KERNING MANUAL In headlines, some pairs of letters create awkward spaces, so the space between them needs adjusting.
  • What’s our type? Strong, consistent and well arranged across all platforms, obviously. Please consider line and letter spacing carefully, together with methods of emphasis and hierarchy.
  • CALM should always be typed in upper case without any full stops, followed by Campaign Against Living Miserably all typed in title case.
Visual Style
  • Please use the exclusion zone and ensure it always appears legibly with enough space to breathe as outlined here.
  • Do not decrease legibility of the logo by reducing it to less than 14mm wide.
  • Do not apply texture to the logo.
  • Do not outline the logo.
  • Do not distort the logo.
  • Do not rotate the logo.
  • Do not fill the logo with images.
Layout And Composition
  • Please use the exclusion zone and ensure it always appears legibly with enough space to breathe as outlined here.
  • Do not decrease legibility of the logo by reducing it to less than 14mm wide.
  • Do not apply texture to the logo.
  • Do not outline the logo.
  • Do not distort the logo.
  • Do not rotate the logo.
  • Do not fill the logo with images.
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