The Kaleidoscope Plus Group is a registered charity established in 1973 and is one of the leading mental health charities in the West Midlands. In 2013 CW Content Works helped them rebrand following a disaffiliation from the national Mind charity. Read more here: http://www.cwcontentworks.com/kaleidoscope-rebrand/
2. Our brand
This document is a guide to the brand
style for The Kaleidoscope Plus Group.
It explains how creative elements fit
together in our communications.
The guide should be followed when
commissioning, designing or delivering
any kind of communications.
2
3. 3
Mission Aims Core Values
Quality
we are committed to achieving and maintaining appropriate standards
for the organisation and its services and to building, supporting and
maintaining a skilled high quality workforce to ensure excellent service
delivery and governance.
Access & equality
our commitment to equality is reflected in our policies, practices and
services. This commitment goes beyond our ethos to promote equality and
challenge discrimination. It involves an active commitment to identifying
areas where inequality of access to mental health services and support
exists for diverse communities and to develop structures to address them
wherever possible.
Continuous improvement & development
we will carry out structured and regular review of the organisation and its
services, their quality and their impact in order to inform and influence
development. We will build skills and seek resources to implement new
services and/or facilities in response to identified need.
Partnership
we are accountable to all our stakeholders and are committed to making
sure the views and needs of our service users, funders and other partners
are listened to. We will work with service providers and policy makers to
have influence into the development of services and strategies which
impact the communities we exist to serve.
Sustainability
We have a responsibility to our service users and the communities in which
they live to ensure that the services we develop and deliver are sustainable,
and to ensure that resources and responsibly managed and allocated.
To promote and
support better
mental health
and wellbeing
across our area
of operation.
Recovery
To deliver high quality and appropriate services
for people who experience mental ill health,
promoting recovery, independence and
integration at all times.
Inclusion
To facilitate and support community integration
and participation for people with mental health
problems.
Awareness
To raise awareness of mental health across the
communities we serve; to challenge stigma
associated with mental illness; to promote and
support positive mental across communities.
4. 4
Master logo Variations
2.
1. 3.
4.
1. Wherever possible, use the logo in four colour, with the strapline.
2. Logo in white - use on coloured backgrounds . Always ensure good
legibility of the logo when using it on photographic backgrounds.
3. Single colour - purple
4. Single colour - black
5. 5
Master logo exclusion zone Master logo minimum size
The logo should have breathing space.
This is determined by the height of the ‘little person’.
The minimum recommended size for the logo is 30mm
wide (150 pixels). In exceptional circumstances, where the
logo needs to be smaller, remove the strapline ‘Creating
brighter futures together’.
30mm (150 pixels)
20mm
6. 6
Master logo recommended sizes
Position on the page
A3
Logo width: 100mm wide
Margin width: 20mm
A4
Logo width: 70mm wide
Margin width: 15mm
A5
Logo width: 50mm wide
Margin width: 10mm
The logo can appear top left, top right or bottom right of a printed page.
7. 7
Celebrating 40 years logo
In 2013, The Kaleidoscope Plus Group celebrates 40 years.
This logo may be used for the duration of 2013.
The Celebrating 40 years logo can sit alongside the master logo,
but should be considerably smaller. Aim for half the size.
8. 8
Circle of people
The circle of people can be used as a graphic element.
If used, they should bleed off the page.
They can bleed off any edge.
Use the four-colour version wherever possible. Make sure that all of the little people are visible.
There are also white and black versions.
10. 10
Department logos
The department logos are used to identify different areas of The Kaleidoscope Plus Group.
Each department has its own specific colour, which is strongly used within its identity.
C70 M15 Y0 K0
R39 G170 B225
Pantone 298C
Hexidecimal #27aae1
C85 M16 Y59 K0
R0 G156 B134
Pantone 334C
Hexidecimal #009c86
Support Wellbeing CareTraining Governance Engagement
C0 M100 Y0 K0
R236 G0 B140
Pantone Process Magenta
Hexidecimal #ec008c
C35 M0 Y86 K0
R177 G211 B83
Pantone 375
Hexidecimal #b1d353
C0 M90 Y85 K0
R239 G65 B54
Pantone Red 032C
Hexidecimal #ef4136
C0 M35 Y85 K0
R251 G176 B64
Pantone 143C
Hexidecimal #fbb040
Support
Wellbeing
Care
Training
Governance
Engagement
Training
Governance
Engagement
Support
Wellbeing
Care
Training
Governance
Engagement
Support
Wellbeing
Care
Training
Governance
Engagement
Support
Wellbeing
Care
Training
Governance
Engagement
Support
Wellbeing
Care
G
11. 11
Typefaces
Our brand typeface is Avenir.
Avenir should be used for all applications except typing
letters, PowerPoint, internal documents or online HTML
text. In these cases, use Arial as the default font.
Avenir 45 Book
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890
Avenir 65 Medium
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890
Avenir 95 Black
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890
Avenir 45 Book Oblique
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890
Avenir 65 Medium Oblique
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890
Avenir 95 Black Oblique
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890
12. 12
Typefaces
• For headings, use Avenir Black
• Upper and lowercase letters
• -50 tracking
• Point size changeable - to suit design
• For body copy, use Avenir Book
• Upper and lowercase letters
• -50 tracking
• On an A4 printed document, use 9pt text
on 12pt leading
• Indent paragraphs by 4pt
• First paragraph should be in Avenir Medium
Headings Body copy
This is an example of a
pull quote. Que conet res
alibusam rendandam aut
hariti volupta nime ventunt
eaquo te et fuga
This is an example how the body copy should
appear in an A4 printed document. Que conet
res alibusam rendandam aut hariti volupta nime
ventunt eaquo te et fuga.
Et, nem aut ut hicil excerum re sit ea voluptat
fugiaspidus, as ut que ni corestiumqui doluptam
accum quiasi occum nonsecto eaque des alia
conest, ium etur?
Quis eum atiatectem facium ipiscillam, quidit
doluptatin re eatiorum ratur? Ferferi beribust,
nobist fugiam, eturenitatem autem est aut eniment
vendis dolorendusa consedia cuptatium venditis
dolla santis solupta tatur? Quisquis ende conem
inulpa corepelectio et et aut rate ipsam quo tem
quis sum fuga. Nam sequi abore vendicil erchici
nihicius doluptat.
Te nist audam, am vit et volum vellamet
voluptate pligendae ne sam, corepel iquibusto uis
ende conem inulpa corepelectio et et aut rate.
• For pull quotes, use Avenir Black Oblique
• Upper and lowercase letters
• -50 tracking
• On an A4 printed document, use 12pt text
on 15pt leading
Pull quote
This is an example of a
pull quote. Que conet res
alibusam rendandam aut
hariti volupta nime ventunt
15. 15
Examples shown for
different departments
It is possible to use the circle of people on top of
photography, as long as it is clearly visible and not
compromising the photograph in any way.
We can also use a deep solid line at the bottom of
photographs.
For the Kaleidoscope Group communications, the solid
line shoule be the primary blue or purple.
For department communications, the colour of the solid
line should be consistent with the relevant department’s
specific colour.
Graphic elements - four colour
Support
Wellbeing
Care
Training
Governance
Engagement
Support
Wellbeing
Care
Training
Governance
Engagement
16. 16
Using black and white imagery...
Graphic elements
Examples shown for
different departments
17. 17
Banners and posters
Colour image poster
Department image banner Text bannerColour image banner
Our Mission
To promote and
support better
mental health and
wellbeing across our
area of operation.
19. 19
Examples of printed materials
The Kaleidoscope Plus Group
1st Floor, Hawthorns House,
Halfords Lane, West Bromwich,
West Midlands, B66 1BB
T: 0121 565 5605
F: 0121 565 8340
www.kaleidoscopeplus.org.uk
Kaleidoscope Plus Group
Company Registered in England
and Wales No: 4660523
Registered Charity No: 1096473
We rely on donations to continue
our work. Please help if you can.
Phone 0121 565 5605 or
email info@kaleidoscopeplus.org.uk
to make a donation. Thank you.
The Kaleidoscope Plus Group
1st Floor, Hawthorns House,
Halfords Lane, West Bromwich,
West Midlands, B66 1BB
T: 0121 565 5605
F: 0121 565 8340
www.kaleidoscopeplus.org.uk
Kaleidoscope Plus Group
Company Registered in England
and Wales No: 4660523
Registered Charity No: 1096473
With compliments
www.kaleidoscopeplus.org.uk
The Kaleidoscope Plus Group
1st Floor, Hawthorns House,
Halfords Lane, West Bromwich,
West Midlands, B66 1BB
T: 0121 565 5605
F: 0121 565 8340
www.kaleidoscopeplus.org.uk
Next appointment...
Time Date Venue Agreed
Letterhead Business card - front and back Appointment card - front, back and inside
With compliments slip
Contact:
Tel:
Email:
TheKaleidoscopePlusGroup 1stFloor
HawthornsHouse
HalfordsLane
WestBromwich
B661BB
T:01215655605
www.kaleidoscopeplus.org.uk
KaleidoscopePlusGroup
CompanyRegisteredinEngland andWalesNo:4660523
RegisteredCharityNo:1096473
Contact:
Tel:
Email:
Company Registered in England
and Wales No: 4660523
Registered Charity No: 1096473
21. 21
PowerPoint presentations
Our Aims
• Recovery
To deliver high quality and appropriate services for
people who experience mental ill health, promoting
recovery, independence and integration at all times.
• Inclusion
To facilitate and support community integration and
participation for people with mental health problems.
•Awareness
To raise awareness of mental health across
the communities we serve; to challenge stigma
associated with mental illness; to promote and
support positive mental across communities.
A PowerPoint template is available upon request
