OTR Bristol

📋 1 Guidelines

🔗 Connections

Sector

Healthcare Ngo

Region

United kingdom

Guideline Year

2022

Language

English

Tags

Health

Official Websites

Brand Guidelines

2022

Brand Summary

Mission
  • OTR is mobilised to support, promote and defend the mental health, rights and social position of young people, giving them a choice and a voice. It is more than just a charity providing mental health services; it is a mental health social movement by and for young people in Bristol, South Gloucestershire and North Somerset [^1].
Core Values
  • Collaboration
  • Self-care
  • Diversity
  • Transparency
  • Learning
  • Agency
  • Sharing
  • Creativity
  • Participation
  • Social Action
  • Self-efficacy
  • Pragmatism
Target Audience
  • Primarily young people aged 11-25 in Bristol, South Gloucestershire, and North Somerset, but also includes parents, carers, professionals (teachers, GPs, uni staff, other charities), supporters, donors, funders, and the broader community [^2].
Personality Traits
  • Fun
  • Colourful
  • Eye-catching
  • Easy to read
  • Clear
  • Fresh
  • Hopeful
  • Bright
  • Bubbly
  • Cosy
  • Safe
  • Open
  • Self-aware
  • Bold
  • Consistent
  • Iconic
  • Accessible
  • Welcoming
Visual Identity Overview
  • The brand uses bold, vibrant colours (yellow, purple, pink, teal, charcoal), playful and punchy logo designs, a graphic-led approach with minimal photography, hand-drawn and graphical illustrations, unique patterns derived from logo components, and a selection of typefaces for different contexts. The visual style is energetic, accessible, and designed to appeal to young people [^3].

Categories

Brand Voice
  • Tone of Voice We interchange talking about OTR in the first person and third person. First person (“we offer this”, “you can come here”) is more appropriate when speaking directly to young people about our services; however third person “OTR can announce that…” is more appropriate for more formal communications We do not use overly-emotive language; we are not a charity that tries to ‘pull on the heartstrings’ We use positive language and emphasise a strengths-based approach with young people However at the same time, we’re angry about injustices and fight young people’s corner when the world around them is unfair We avoid diagnostic or medicalising language of ‘illness’ and focus on preventative work and general wellbeing.
  • We are friendly, genuine and conversational
  • We say it how it is -but in an age-appropriate way.
  • We make use of our credibility and long history
Brand Imagery
  • OTR uses a mixture of hand-drawn and graphical elements, always positive, playful and bold.
  • Patterns and backgrounds can be made using componants of the OTR logo, so they are unique to the brand.
  • We don’t tend to use photography too much, instead preferring a graphic-led approach. However, you’ll sometimes see us using photos on social media -for instance to highlight an event we’ve hosted, or see a group in action.
  • When incorporating the logo with photography, the frame can be used to house it clearly.
  • A ’tab’ can be used for these situations to house the logo without it being compromised.
  • The logo loses impact when placed on busy backgrounds.
Color Palette
  • YELLOW CMYK: 6/8/92/0 RGB: 248/221/9 HEX: #f8dd09
  • PURPLE CMYK: 89/98/29/26 RGB: 61/36/89 HEX:#3d2459
  • CHARCOAL CMYK: 70/60/56/67 RGB:48/49/49 HEX: #303131
  • PINK CMYK: 4/93/34/0 RGB: 225/42/103 HEX: #e12a67
  • As a general rule, we want as high a contrast as possible between the background colour and the logo on top. Some colour combinations may jarr though -like the turquoise and pink. Here are the combinations of brand colours that do and don’t work:
  • Worth noting: We shouldn’t be using the OTR logo in white, anywhere, apart from in black and white documents.
  • Text Accessibility is a key consideration when it comes to text or our logo being placed over colour backgrounds. It’s important that we make sure text is legible for everyone -and we can help that by choosing the right colour combinations. White is included here as a legitimate text colour.
  • The North Somerset sub-brand retains the OTR yellow as a core and consistent colour, but combines with a new palette to differentiate and freshen the visuals.
  • YELLOW CMYK: 6/8/92/0 RGB: 248/221/9 HEX: #f5db33
  • CMYK: 0/84/54/0 RGB: 252/66/84 HEX: #fc4254 OATMEAL CMYK: 6/16/27/0 RGB: 242/219/192 HEX: #f2dbbf
  • BLUE CMYK: 89/59/30/15 RGB: 37/87/124 HEX: #26577d
Typography
  • We have a selection of typefaces to use in different instances.
  • Zing Rust Display font. Use for headlines. big and bold instances. where volume is required.
  • Quicksand For longer text instances in both print and digital. Use both bold and regular weights where necessary.
  • Butler Stencil Feature font for headings. Use sparingly!
  • Helvetica A classic web safe font. For use when Quicksand isn’t available.
Logo Usage
  • The OTR logo was designed to encapsulate the spirit of OTR and is comprised of simple yet bold shapes working together to create a memorable mark. The letterforms are unique -clean lines and circles create a playful and punchy feel.
  • The logo should appear in the OTR yellow where possible as shown here, but you can also use the other OTR brand colours as shown on page 19.
  • Version using OTR’s charity number, used in fundraising or more formal correspondence.
  • It’s important for the logo to breathe when around other elements. Please keep an exclusion area around the logo as shown by the yellow blocks here:
  • The logo with strapline can also be used as a one colour version too (only in OTR brand colours)
  • As a general rule, we want as high a contrast as possible between the background colour and the logo on top. Some colour combinations may jarr though -like the turquoise and pink. Here are the combinations of brand colours that do and don’t work:
  • Worth noting: We shouldn’t be using the OTR logo in white, anywhere, apart from in black and white documents. Correct usage
  • X Incorrect usage
  • Text Accessibility is a key consideration when it comes to text or our logo being placed over colour backgrounds. It’s important that we make sure text is legible for everyone -and we can help that by choosing the right colour combinations. White is included here as a legitimate text colour.
  • Patterns and backgrounds can be made using componants of the OTR logo, so they are unique to the brand.
  • Our only requests are: Please don’t stretch our logo • Please make sure text and logo is legible and clear, and on a plain background
  • Please dont produce our logo in white
  • When incorporating the logo with photography, the frame can be used to house it clearly.
  • A ’tab’ can be used for these situations to house the logo without it being compromised.
  • The logo loses impact when placed on busy backgrounds.
Tone And Messaging
  • Tone of Voice We interchange talking about OTR in the first person and third person. First person (“we offer this”, “you can come here”) is more appropriate when speaking directly to young people about our services; however third person “OTR can announce that…” is more appropriate for more formal communications We do not use overly-emotive language; we are not a charity that tries to ‘pull on the heartstrings’ We use positive language and emphasise a strengths-based approach with young people However at the same time, we’re angry about injustices and fight young people’s corner when the world around them is unfair We avoid diagnostic or medicalising language of ‘illness’ and focus on preventative work and general wellbeing.
  • We are friendly, genuine and conversational
  • We say it how it is -but in an age-appropriate way.
  • We make use of our credibility and long history
Brand Values
  • OTR’s beliefs, collectively developed across the organisation, underpin our work as a mental health social movement. At all times, OTR strives to give a choice and a voice to young people. We hope that you experience these beliefs and values when interacting with our brand.
  • We believe that our offer should be inclusive of all cultures and identities. OTR’s work not only recognises but actively celebrates diversity.
  • We believe that young people have unique strengths, interests and circumstances. OTR will continue to develop creative and diverse services to give young people choice.
  • We believe that the world around us impacts our wellbeing. We all have mental health. OTR places our wellbeing in a social, political and environmental context.
  • We believe in placing young people at the heart of our work. OTR’s work is guided by young people’s voices; empowering and mobilising young people to make change, both individually and collectively.
  • We believe in innovating and evolving to improve our offer for young people. Throughout our long history we have adapted to an ever-changing world and we will continue to do so to ensure our work remains relevant for young people.
  • We believe that relationships are what make the difference. OTR’s approach centres around relationships between individuals, peers and communities.
  • We believe in the power of partnerships. OTR emphasises peer relationships and organisational collaboration to improve young people’s mental health.
Visual Style
  • The OTR logo was designed to encapsulate the spirit of OTR and is comprised of simple yet bold shapes working together to create a memorable mark. The letterforms are unique -clean lines and circles create a playful and punchy feel.
  • The logo should appear in the OTR yellow where possible as shown here, but you can also use the other OTR brand colours as shown on page 19.
  • Version using OTR’s charity number, used in fundraising or more formal correspondence.
  • It’s important for the logo to breathe when around other elements. Please keep an exclusion area around the logo as shown by the yellow blocks here:
  • The logo with strapline can also be used as a one colour version too (only in OTR brand colours)
  • YELLOW CMYK: 6/8/92/0 RGB: 248/221/9 HEX: #f8dd09
  • PURPLE CMYK: 89/98/29/26 RGB: 61/36/89 HEX:#3d2459
  • CHARCOAL CMYK: 70/60/56/67 RGB:48/49/49 HEX: #303131
  • PINK CMYK: 4/93/34/0 RGB: 225/42/103 HEX: #e12a67
  • As a general rule, we want as high a contrast as possible between the background colour and the logo on top. Some colour combinations may jarr though -like the turquoise and pink. Here are the combinations of brand colours that do and don’t work:
  • Worth noting: We shouldn’t be using the OTR logo in white, anywhere, apart from in black and white documents.
  • Text Accessibility is a key consideration when it comes to text or our logo being placed over colour backgrounds. It’s important that we make sure text is legible for everyone -and we can help that by choosing the right colour combinations. White is included here as a legitimate text colour.
  • OTR uses a mixture of hand-drawn and graphical elements, always positive, playful and bold.
  • Patterns and backgrounds can be made using componants of the OTR logo, so they are unique to the brand.
  • We have a selection of typefaces to use in different instances.
  • Zing Rust Display font. Use for headlines. big and bold instances. where volume is required.
  • Quicksand For longer text instances in both print and digital. Use both bold and regular weights where necessary.
  • Butler Stencil Feature font for headings. Use sparingly!
  • Helvetica A classic web safe font. For use when Quicksand isn’t available.
  • Our projects will often use colours and fonts outside of the ‘main’ brand set, but we hope you’ll agree that they still feel very ‘OTR’.
  • The North Somerset sub-brand retains the OTR yellow as a core and consistent colour, but combines with a new palette to differentiate and freshen the visuals.
  • YELLOW CMYK: 6/8/92/0 RGB: 248/221/9 HEX: #f5db33
  • CMYK: 0/84/54/0 RGB: 252/66/84 HEX: #fc4254 OATMEAL CMYK: 6/16/27/0 RGB: 242/219/192 HEX: #f2dbbf
  • BLUE CMYK: 89/59/30/15 RGB: 37/87/124 HEX: #26577d
  • We don’t tend to use photography too much, instead preferring a graphic-led approach.
  • When incorporating the logo with photography, the frame can be used to house it clearly.
  • A ’tab’ can be used for these situations to house the logo without it being compromised.
  • The logo loses impact when placed on busy backgrounds.
Iconography
  • OTR uses a mixture of hand-drawn and graphical elements, always positive, playful and bold.
  • Here are just some of the icons we use across the website and other promotional materials..
Layout And Composition
  • It’s important for the logo to breathe when around other elements. Please keep an exclusion area around the logo as shown by the yellow blocks here:
  • As a general rule, we want as high a contrast as possible between the background colour and the logo on top. Some colour combinations may jarr though -like the turquoise and pink. Here are the combinations of brand colours that do and don’t work:
  • We shouldn’t be using the OTR logo in white, anywhere, apart from in black and white documents.
  • Text Accessibility is a key consideration when it comes to text or our logo being placed over colour backgrounds. It’s important that we make sure text is legible for everyone -and we can help that by choosing the right colour combinations. White is included here as a legitimate text colour.
  • Please don’t stretch our logo • Please make sure text and logo is legible and clear, and on a plain background
  • The logo loses impact when placed on busy backgrounds.
  • A ’tab’ can be used for these situations to house the logo without it being compromised.
Pattern
  • Patterns and backgrounds can be made using componants of the OTR logo, so they are unique to the brand.
  • OTR works really hard to reach as many community settings across Bristol, South Gloucestershire and North Somerset as possible. We want everyone to know that we’re available and, happily for us, our extensive partnership work gives us lots of opportunities to place our assets (such as posters and flyers) in community spaces. We’re inundated with requests to provide these!
  • As a charity, we have to be sensible with how we spend our money. As you can imagine, paying to professionally print flyers all the time can really add up and we keep our marketing budget modest to ensure as much of our money goes directly on services for young people as possible. That’s why we’ve introduced downloadable ‘print-it-yourself’ flyers and posters for folks working in schools, GP surgeries, youth centres and community groups to download and use how they see fit. If there’s something else you’d find handy as a ‘print-it-yourself’ resource, please let us know!
Sub Brands
  • OTR now hosts dozens of projects, services and groups for young people, and these change regularly as we constantly look to be creative and flexible to develop our offer. One challenge that comes with this is giving each of our services a distinct visual identity, while still retaining the OTR feel.
  • We design the assets for each project with its audience in mind; this may be influenced by the age range of the service, or the setting in which it is taking place (for instance, our ‘Nature Works’ project primarily takes place outside, so we went with green as the main colour to illustrate that!)
  • Our projects will often use colours and fonts outside of the ‘main’ brand set, but we hope you’ll agree that they still feel very ‘OTR’. Here are some examples of OTR’s projects and the way they look:
  • Acknowledging our different target audience for Diffusion, we have devised a distinct look and feel which we consider to be a ‘sub-brand’ of OTR. We make use of a different font and a striking green colour across our Diffusion promotional materials. The circular elements of Diffusion represent atoms or particles being ‘diffused’ -a nod to our sharing of knowledge and skills -and the off-kilter lettering in the word Diffusion elicits movement and ‘doing mental health differently’, our strapline.
  • As part of the move into North Somerset, OTR created a sub-brand consisting of a refreshed logo and colour palette, to ensure the North Somerset offer is distinct from what is available in Bristol and South Gloucestershire. Young people in North Somerset will become familiar with this red-lead version of OTR across schools, community spaces, and the website otrnorthsomerset.org.uk.
  • The North Somerset sub-brand retains the OTR yellow as a core and consistent colour, but combines with a new palette to differentiate and freshen the visuals.
  • YELLOW CMYK: 6/8/92/0 RGB: 248/221/9 HEX: #f5db33
  • CMYK: 0/84/54/0 RGB: 252/66/84 HEX: #fc4254 OATMEAL CMYK: 6/16/27/0 RGB: 242/219/192 HEX: #f2dbbf
  • BLUE CMYK: 89/59/30/15 RGB: 37/87/124 HEX: #26577d
Partnerships
  • Working in partnership with other organisations is something that we love to do at OTR, and it helps us to reach and support more young people. Often, other organisations will have their own set of brand guidelines and so when materials are produced collaboratively, a balance needs to be struck so that both brands are recognised and championed. Examples of this can be seen with our ‘MHST’ service, which we deliver as part of an NHS contract; ‘Parkour’, which was facilitated alongside local organisation Free Your Instinct; or even when we work alongside a fundraiser as the chosen ‘charity of the year’ or the recipient of profits from an event.
  • While this Brand Guidelines document sets out how assets such as our logo and colours should be used, when working in partnership our approach is to be as flexible and collaborative as possible.
  • Our only requests are: Please don’t stretch our logo • Please make sure text and logo is legible and clear, and on a plain background
  • Please dont produce our logo in white
  • Our Communications Team is always open to a conversation on how we co-design materials with partners, so just get in touch at: comms@otrbristol.org.uk
  • We believe in the power of partnerships. OTR emphasises peer relationships and organisational collaboration to improve young people’s mental health.
Design For Print
  • Here is our folded service overview flyer -one for Bristol, and one for our North Somerset offering.
  • Here are two examples of the promo cards advertising OTR’s various projects. They tuck neatly into the pocket inside the service overview flyer. This means that in settings such as a Hub, young people can collect cards of all the projects they’re interested in, and keep them safe within the OTR flyer.
Out And About
  • Here are some examples of how OTR looks out and about. We hope you enjoy spotting us across Bristol, South Gloucestershire and North Somerset!
🐛 Report