Marketing Guidelines
Logo Usage
The Shropshire MHS logo is a central part of the brand identity. It should be used consistently across all mediums to ensure brand recognition.
Primary Logo: The purple logo with white and green text as shown in the image.
Clear Space: Always maintain a minimum clear space around the logo, which should be at least the height of the “M” in “MHS.” This ensures the logo’s visibility and prevents crowding from other elements.
Incorrect Usage:
• Do not stretch, distort, or rotate the logo.
• Avoid changing the logo’s colors or applying any additional effects like shadows or gradients.
• Do not place the logo on a background that diminishes its legibility (such as highly patterned backgrounds).
Minimum Size: The logo should never be used smaller than 2 cm in height for print and 50 pixels in height for digital media to ensure legibility.
• Logo Variations:
• Full-color logo (purple, white, and green) for use on light backgrounds.
• White logo for use on darker backgrounds.
Typography
Headline Font: The main text in the logo appears hand-brushed, which gives it a personal and approachable feel. Use a handwritten or brush style font for headlines and main text in branded materials, such as “Brush Script” or a similar font.
Body Font: For body text, a simple and clean sans-serif font like Helvetica or Arial can be used to contrast the more artistic headline font. These fonts provide clarity and ease of reading in longer paragraphs or detailed documents.
Font Colors:
Headline and subheadings should use the white from the logo when placed on dark backgrounds or the purple from the logo on light backgrounds.
Body text can be black, dark gray, or another complementary neutral tone.
Colour Palette
The colours used in the logo reflect the organisation’s identity and should be consistently applied across all media. The core colour scheme includes:
Primary Colours:
Purple
(used in the background of the logo): HEX #6A358A / RGB (106, 53, 138)
White
(used in the “MHS” text): HEX #FFFFFF / RGB (255, 255, 255)
Lime Green
(used in the small dot accent): HEX #C4D600 / RGB (196, 214, 0)
Secondary/Neutral Colors:
Dark Gray:
Can be used for body text or accents (HEX #333333 / RGB (51, 51, 51))
Light Gray:
Can be used for backgrounds or dividers (HEX #E5E5E5 / RGB (229, 229, 229))
Imagery
The tone of imagery should be positive, supportive, and inclusive. Images should convey feelings of hope, togetherness, and community. Choose photos with natural lighting and focus on the well-being of people from diverse backgrounds, particularly within the Shropshire community.
Imagery Guidelines:
• Use high-quality, high-resolution images.
• Avoid overly posed or artificial-looking photos.
• Ensure that the imagery is sensitive to mental health topics, conveying empathy and care.
Tone Of Voice
Shropshire MHS should communicate with a warm, approachable, and supportive tone. The messaging should focus on:
Positivity: Emphasize the positive impact of seeking support.
Inclusivity: Ensure that all language is inclusive, respectful, and non-judgmental.
Support: The tone should be empathetic and reassuring, fostering trust with the audience.
Sample Messaging:
• “At Shropshire MHS, we’re here for you.”
• “You are not alone. Together, we support mental well-being in Shropshire.”
Application
The brand should be applied consistently across all formats, including:
• Print Materials: Brochures, posters, business cards, flyers.
• Digital Media: Website, social media platforms, email marketing.
• Signage: Office signs, banners, event displays.
• Merchandise: Clothing, promotional items, etc.
These brand guidelines will help ensure that all communications and visuals for Shropshire Mental Health Support remain consistent and aligned with the organisation’s mission.