Royal British Legion Brand Book

The Royal British Legion is at the heart of a national network that supports our Armed Forces community.

Our brand Brand guidelines | 2021

Brand guidelines Royal British Legion 2 3 I ntroduction 4 O ur Logo 5 Logo 6 Elements 7 Logotype 8 T he poppy 9 Formats 1 0 C ore logo 1 1 H orizontal logo 1 2 C olour versions 1 4 T hings not to do 1 6 ‘In support of ’ logo 1 7 M embership badge 1 8 B rand framework 19 W hat is a Brand framework? 2 0 d esignations 21 d esignation examples 2 2 w orking with partners 24 e ndorsements 25 O ur elements Colour 26 o verview 27 p rint 2 8 digital 2 9 Fo nts Imagery 30 o verview 31 p eople 32 a reas of work 33 obs ervational 3 4 I conography style 3 6 D ata visualisation style 3 8 T one of voice 40 V isual expression 41 A l ine of support 4 2 V isual expression framework 43 c onstruction 44 u sing imagery U sing our Core logo 46 a pproved background colours 47 p ositioning 48 si zing 49 i n animation U sing colour 5 0 p rimary palette 52 s econdary palette 54 p astel colours 55 t hings not to do L ayout and typography 56 p rinciples 59 d etailing 6 0 t hings not to do U sing imagery 61 p rinciples 6 3 c ommemorative 6 4 t hings not to do 6 5 I mportant elements 6 6 G allery 7 5 E ssential information Logo Fr amework E lements Expression G allery I nformation Contents

Brand guidelines Royal British Legion 3 Our brand — an introduction About the Royal British Legion The Royal British Legion exists to bring together our nations, communities and individuals to create better futures for our Armed Forces community and their families. All year round, we support serving and ex-serving personnel every day of the week. Our support for them starts after one day of service and continues through life long after service is over. We are also the national champion of Remembrance, ensuring the Armed Forces community's sacrifice and unique contribution is never forgotten. We have been here since 1921, and we’re not going anywhere. Why we need Brand guidelines The Royal British Legion is a well-known and trusted brand throughout the nation, and it is our responsibility to ensure our visual and verbal identity is consistent across all our work so we can confidently present ourselves as one Legion. As we continue to push forward past our centenary, this is even more important to ensure our purpose is clear, our work remains relevant to new and expanding audiences and so the nation understands our important role in society and attributes this back to us. These guidelines provide all the information needed to apply our visual and verbal identity correctly throughout all our work. Well-managed brands ensure everything they do is consistent — a nd we all have the responsibility to ensure we are adhering to the guidance outlined in this document. Here to support you The RBL Brand team is here to support you in applying our brand. The team is here to help consult on any project and can help you navigate these guidelines if questions arise. For enquiries please contact Brand@britishlegion.org.uk Putting the Poppy at the heart of the organisation. Logo Framework T oolkit E xpression G allery I nformation

Brand guidelines Royal British Legion 4 Our logo

Brand guidelines Royal British Legion 5 Our logo Putting the poppy at the heart of the organisation The poppy, a symbol that means so much to our nation, is proudly placed at the heart of both our organisation and our brand. Positioned at the heart of our logo between the R and L, visually demonstrating our role in caring for and supporting our Armed Forces community — past, present and future. Based on English typographic letter forms, our logo evokes heritage, tradition and unity. It is elegant, contemporary and timeless. It is our most valuable asset — we should use it with confidence, and care, at all times. The following pages illustrate how our logo, and its versions, should be used across our communications. Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 6 The elements of our logo Our logo encompasses two inseparable parts The Royal British Legion logo, with the poppy at its heart, has been specially drawn. It is made up of two elements, our symbol and logotype . These fundamental elements must never be separated , unless there are exceptional circumstances that are approved by the Brand team. Our logo Symbol Logotype Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 7 Our logotype Logotype A logotype with a story Our bespoke logotype is inspired by ‘The Grave of the Unknown Warrior’ found at the west end of the Nave of Westminster Abbey. His body was brought from France and buried on 11th November 1920. Its inscription, composed by Herbert Ryle (Dean of Westminster), is a fine example of an English Egyptian font. Using this inspiration, our logotype is designed as a symbol of Remembrance. We must try to avoid separating our logotype from our symbol as much as possible, however there are exceptions with smaller items (corporate pins, stickers) and clothing. Any exceptions must be approved by the Brand team. Logo Framework Elements Expression Gallery Information The Grave of the Unknown Warrior | © Westminster Abbey, London.

Brand guidelines Royal British Legion 8 The poppy An enduring symbol Since 1921, the red poppy has been a symbol of both Remembrance and hope for a peaceful future. Poppies are worn in recognition of the Armed Forces community; those currently serving and ex-serving personnel and their families. The poppy has been drawn in a contemporary and geometric fashion. Please do not recreate or adapt the master artwork, or separate the poppy from our logo, without permission from the Brand team. (The poppy is a valuable Legion asset and registered trade mark. It must be protected.) Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 9 Formats of our logo We have two formats of our logo There are two ways to show our logo. This is dependent on the application and space available. Our ‘Core logo’ is always the preferred option and should be used where possible. The ‘Horizontal logo’ should be used where space is restricted, e.g. alongside partner logos or if greater legibility of our logotype is required. See pages 23 and 24 for examples of use. We must try to avoid separating our logotype from our symbol as much as possible, however there are exceptions with smaller items (corporate pins, stickers) and clothing. Any exceptions must be approved by the Brand team. Core logo Horizontal logo Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 10 Core logo Core logo minimum ‘clear space’ principle To ensure stand out of our core logo, it is important to retain sufficient clear space around it. No text or graphics should enter this clear space. Our ‘minimum’ clear space principle is calculated using the dimensions of the centre of the poppy x1 as illustrated above. If the core logo is used at the minimum size you could consider applying x2 poppy centres, depending on the application and what the logo is positioned next to. Core logo ‘minimum size’ principle For accurate legibility and reproduction the recommended minimum size for print is 30mm (wide) and for screen 115 pixels (wide). The minimum size may vary depending on the process or materials used. To ensure legibility and quality, please carry out a test to find the right size for your use and application. Digital Print 30mm 115px Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 11 Horizontal logo Horizontal logo minimum ‘clear space’ principle To ensure stand out of our Horizontal logo, it is important to retain sufficient clear space around it. No text or graphics should enter this clear space. Our ‘minimum’ clear space principle is calculated using the dimensions of the centre of the poppy x2 as illustrated above. Horizontal logo ‘minimum size’ principle For accurate legibility and reproduction, the recommended minimum size for print is 35mm (wide) and for screen 130 pixels (wide). The minimum size may vary depending on the process or materials used. To ensure legibility and quality, please carry out a test to find the right size for your use and application. 35mm 130px Digital Print Logo Framework Elements Expression Gallery Information Brand guidelines Royal British Legion

Brand guidelines Royal British Legion 12 Colour versions of the core logo We have three colour versions of our core logo To ensure our logo is always visible we have developed three colour versions. It is important that our full colour core logo is our first choice and used where possible. See page 13 for when the white (limited use) logo can/should be used. Full colour Grayscale White (limited use) Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 13 Colour versions of the core logo Using the right core logo It is important that we use the right ‘colour version’ of the logo at the right time. Our full colour core logo is our first choice and used where possible. Whatever the context our logo should always be used with confidence and pride, and never hidden away. The white (limited use) logo should be reserved for special circumstances e.g. event merchandising, or team sports. Full colour Grayscale White (limited use) Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 14 Respecting our core logo To maintain a strong and distinctive brand it is important to use our core logo correctly. Don’t alter any logo file formats from those supplied. Please don’t... 1. S eparate the logotype from our symbol (unless approved by the Brand Team) 2. U se the logotype of its own 3. S tretch or distort the logo 4. I nfill the poppy with imagery 5 A dd a keyline to our symbol; it will change its form 6. P lace our logo on a red background; the poppy will disappear 7. P lace our logo on images in print; it loses stand out (except for use in video and animation, please see page 47 and Video Guidelines) 8. I nfill the letters of our symbol. Our core logo — things not to do 1. 2. 3. 4. 5. 6. 7. 8. Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 15 Respecting our core logo To maintain a strong and distinctive brand it is important to use our horizontal logo correctly. Don’t alter any logo file formats from those supplied. Please don’t... 1. S eparate the logotype from our symbol (unless approved by the Brand Team) 2. U se the logotype of its own 3. S tretch or distort the logo 4. I nfill the poppy with imagery 5 A dd a keyline to our symbol; it will change its form 6. P lace our logo on a red background; the poppy will disappear 7. P lace our logo on images in print; it loses stand out 8. I nfill the letters of our symbol. Our horizontal logo — things not to do 1. 2. 3. 4. 5. 6. 7. 8. Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 16 ‘In support of’ logo ‘In support of’ logo A charitable brand associated with trust and benevolence is of great value to commercial organisations looking to be associated with it. It can also be of considerable value to the Royal British Legion to be associated with certain products and organisations, and to give third party organisations access to our brand assets. Please see Legal Guidelines for further detail. When and where to use the ‘In support of’ logo Our ‘In support of logo’ is available for use by third parties who are raising money for the Royal British Legion, but do not have a formal corporate partnership in place. Advice on when it is appropriate for this to be used is available from the Brand and Corporate Partnerships teams. 'Supported by' and 'Funded by' logo formats are also available (see page 24). 30mm 115px Digital Print Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 17 Our core logo and the Membership badge Membership Badge Our members are hugely important to us and we want to make them feel part of our family. In doing so, the membership badge (Lion emblem) can be used alongside our core logo, as illustrated within membership communications; this will reinforce heritage and a sense of membership. The composite artwork (illustrated above) can be found in our logo library, which should not be altered or rearranged in any way. To ensure legibility and quality, please carry out a test to find the right size for your use and application, respecting the minimum size as shown above. 50mm 50mm Minimum size Minimum size Grayscale Full colour Logo Framework Elements Expression Gallery Information

Brand framework

Brand guidelines Royal British Legion 19 We have established four clear principles that have helped to shape our brand framework. 1. T he Royal British Legion must be at the heart of all we do • O ur brand is the Royal British Legion. • W e want people to recognise the Royal British Legion and the work we do. • F or this reason we use the Royal British Legion wherever we can. • A ll our services are from the Royal British Legion. • A ll our fundraising is for the Royal British Legion. • W e avoid creating or using other brands. 2. W e make sure our work and our contribution is recognised • W e make sure that what we do is seen. • W here we support other organisations through funding or grants, we make s ure that contribution is recognised — by showing our name and logo. • W here we work with others we show our relationship. • W e do this by ensuring the use of our 'Supported by' or 'Funded by' logo lockups. 3. W e use the word ‘poppy’ only within fundraising activities • W e don’t own the word ‘poppy’. • T here are many other companies that use this word within their name. • B y using the word ‘poppy’ for our services we can cause confusion. • W e only use the word ‘poppy’ within the names of fundraising activities — t his helps us to build on the appeal and recognition of the Poppy Appeal. • W e always link our fundraising names to the Royal British Legion to help i ncrease understanding of what we do. 4. W e identify which organisations are part of RBL and which are not • W here an organisation is part of the Royal British Legion Group w e ensure that we make that clear. • W here an organisation is not part of the Royal British Legion Group w e ensure that there is a clear difference in their branding. Logo Framework Elements Expression Gallery Information What is a brand framework and why does it matter?

Brand guidelines Royal British Legion 20 Brand framework — designations Line 2 Line 3 Line Rememb rance 202 Festival o f Line 2 Line 3 Line Rememb rance 202 Festival o f Horizontal logo designation construction Core logo designation construction Increasing awareness of what we do With the Royal British Legion at the heart of all we do, it is important to promote awareness of our work. We can do this by adding a designation to the right of our logo. Designations, from our approved list of events and places, should be typeset in Gill Sans Medium with specifications established within the artwork files. These composite artworks can be found in our logo library, which should not be altered or rearranged in any way. Further examples are illustrated on the next page. Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 21 Brand framework — designation examples Increasing awareness of what we do The above examples illustrate designations from our approved list of events and places, to build recognition and increase awareness of the work we do. Logo Framework Elements Expression Gallery Information and Distri ct Do wnha m Branch Br anch Riders and Distri ct Branch Do wnha m Membership Service and Support Hous e Ga lano s Hous e Ga lano s Sh op Po pp y Fundraising Rememb rance 202 Festival o f Rememb rance 202 Festival o f Remembrance and Commemorative events

Brand guidelines Royal British Legion 22 Brand framework — working with partners Horizontal logo — we lead Core logo — we lead Let one brand lead We normally take the lead when we’ve initiated the project, or the event or programme we’re talking about is predominantly led by us. In this case, follow our construction principles as illustrated above, by adding the partner’s logo in the space to the right of our logo. These composite artworks can be found in our asset bank, which should not be altered or rearranged in any way. Partner logo Partner logo Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 23 Brand framework — working with partners Horizontal logo — partner leads Core logo — partner leads Partner logo Partner logo Let one brand lead Our partner normally takes the lead when they’ve initiated the project, or the event or programme we’re talking about is predominantly led by them. In this case, follow our construction principles as illustrated above, by adding the partner’s logo in the space to the left of our logo. These composite artworks can be found in our logo library, which should not be altered or rearranged in any way. Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 24 Brand framework — endorsements Services and support delivered by others We don’t deliver all services and support ourselves, but often work with others who receive our support or funding. In these cases we ensure our role is clear. For example where we fund a recovery programme, we show our role ‘Funded by’ and where a recovery centre is supported by us, we show our role ‘Supported by’. Partner logo Partner logo Logo Framework Elements Expression Gallery Information

Our elements

Brand guidelines Royal British Legion 26 Heritage meets modern Our colour palette combines British heritage with contemporary modern. The national colours found in our core and primary palette have been given a slightly more contemporary and warmer hue, supported by our secondary palette inspired by colours associated with British military ribbons. Collectively they create a distinctive, strong and quintessentially British colour palette. Secondary palette Primary palette Primary blues Primary reds Secondary greens Secondary mauves Core Logo Red Core Logo Blue Logo Framework Elements Expression Gallery Information Our colours — an overview

Brand guidelines Royal British Legion 27 Our colours — print Dark Mauve Pantone ® 2091 CMYK: 80.95.0.0 Mid Mauve Pantone ® 266 CMYK: 60.75.0.0 Pastel Mauve Pantone ® 263 CMYK: 10.20.0.0 Light Mauve Pantone ® 673 CMYK: 5.65.0.0 Dark Red Pantone ® 200 C M Y K : 15 .1 0 0 .1 0 0 . 0 Core Logo Red Pantone ® 185 C MYK: 0.95.95.0 Pastel Red Pantone ® 496 CMYK: 0.20.10.0 Light Green Pantone ® 376 CMYK: 50.0.95.0 Dark Green Pantone ® 3425 CMYK: 90.35.95.35 Mid Green Pantone ® 347 CMYK: 85.0.85.0 Pastel Green Pantone ® 2275 CMYK: 10.0.20.0 Core Logo Black Pantone ® Black 6 C MYK: 20.20.20.100 Mid Grey Pantone ® Cool Gray 1 CMYK: 15.0.0.75 Dark Blue Pantone ® 286 CMYK: 100.100.0.0 Core Logo Blue Pantone ® 2132 CMYK: 95.65.0.0 Pastel Blue Pantone ® 277 CMYK: 28.5.2.0 Pastel Grey Pantone ® 5315 CMYK: 4.3.3.4 Light Red Pantone ® Warm Red CMYK: 0.78.75.0 Light Grey Pantone ® 429 CMYK: 5.0.0.50 Light Blue Pantone ® 2925 CMYK: 75.15.0.0 CMYK and Pantone ® specifications All of our colours can be printed using the 4-colour CMYK printing process or as solid Pantone ® special colours. Where possible, it is advisable to obtain printed or digital proofs, before final production, to ensure we achieve the best possible result. The colours shown on this page and throughout these guidelines aren’t intended to match the Pantone ® Colour Standards. Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 28 Our colours — digital Dark Mauve R G B : 9 0 .4 9.13 3 HEX: 5A3185 Mid Mauve R G B : 12 7. 8 6 .15 5 HEX: 7F569B Pastel Mauve RGB: 230.213.233 HEX: E6D5E9 Light Mauve R G B 2 2 5 .1 0 7.16 4 HE X: E16BA4 Light Green R G B : 124 .159. 5 0 HEX: 7C9F32 Dark Green R G B : 9.1 0 0 .4 8 HEX: 096430 Mid Green RGB: 0.133.87 HEX: 008547 Pastel Green RGB: 236.242.219 HEX: ECF2DB Dark Red RGB: 203.27.35 HEX: CB1B23 Core Logo Red RGB: 226.39.39 HEX: E22727 Pastel Red RGB: 252.219.219 HEX: FCDBDB Core Logo Black RGB: 0.0.0 HEX: 000000 Mid Grey RGB: 87.94.98 HEX: 575E62 Dark Blue RGB: 49.43.129 HEX: 312b81 Core Logo Blue RGB: 13.90.163 HEX: 0D5AA3 Pastel Blue RGB: 202.225.241 HE X: CAE1F1 Pastel Grey RGB: 240.240.240 HEX: F0F0F0 Light Red RGB: 232.86.68 HEX: E85644 Light Grey R G B : 14 3 .14 9.15 3 HEX: 8F9599 Light Blue RGB: 21.159.213 HEX: 159FD5 RGB and Hex specifications All of our colours can be used across our digital platforms. All colours are AA compliant and have a contrast ratio of 4.5:1 (at least) for normal text and 3:1 for large text. However, our five pastel colours should not be used for text. Some colour specifications have been altered to ensure they adhere to these standards. Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 29 Our fonts Gill Sans Gill Sans MT can be purchased from https://www.fontshop.com Where Gill isn’t available on desktop applications please use Arial. Gill Sans is a humanist sans serif with geometric qualities. It is a clean font that meets ADA standards of Accessible Design, designed by the English artist and type designer Eric Gill in 1926. Gill Sans roots can be traced to the typeface commissioned for the London Underground designed by Gill’s teacher Edward Johnston. For guidance on how use our fonts and specifications, see pages 56–60. We are the Royal British Legion For all body copy in both print and digital including Book italic For all subheadings in both print and digital including Bold italic Monotype Pro Book For all headlines with unique spacing for ‘brand ownability’ in both print and digital Medium Bold Eric Gill, 1926 5 approved weights Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 30 1. 2. 3. Our photographic style Photography is one of our most powerful communication tools. Where possible our photography should capture a moment, an emotion and should not be overtly staged. We have three photographic styles: 1. P eople 2. A reas of work 3. O bservational Logo Framework Elements Expression Gallery Information Our imagery — an overview

Brand guidelines Royal British Legion 31 Our imagery — people Our people Our images are authentic and tell the stories of the people we support at home or work, with family and loved ones in action and in portraiture. Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 32 Our areas of work Our images bring to life our areas of work across Services and Support, Fundraising, Remembrance, Campaigning, Volunteering and Membership to show the breadth of ways in which we support the Armed Forces community. Our imagery — areas of work Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 33 Our imagery — observational Our observational imagery Our photography can include objects and ambient observational images, from the details to an expanded view they help us tell the story of our Armed Forces community and the work we do, including our much loved poppy. Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 34 •••• • •• • - • € ‚ ƒ „ - ... • „ † ‡ ˆˆ 538 90,368 8,24 Our external grants programme made grants to other organisations totalling £3.5 million helping people 3 3,887 £5.5m Enquiries have been made to our helpline using phone, email and live chat channels 87 ,328 900 Our iconography style Our iconography style Our illustrative style uses simple geometric iconography to reflect our brand expression. The statistics used on this page are illustrative only. 1. K eep illustrations simple and graphic to reflect our typeface, Gills Sans 2. O nly use the primary red and blue palettes 3. B ackground tints may be used from primary palettes 4. U se only two colours per illustration from one palette 5. U se only reds or blues within the same illustration. Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 35 Our iconography style How to draw iconography Our icons are always drawn using our ‘icon grid’ for consistency and to reflect the geometric angles and qualities of our typeface Gill Sans. 1. A lways use the ‘icon grid’ when constructing our illustrations and icons 2. U se only geometric shapes 3. A ll angles must be either 90 or 45 degrees 4. A lways construct icons on the grid and then scale accordingly 5. K eep the widths of lines consistent. Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 36 Our charts and graphs Our charts and graphs are geometric and contemporary reflecting our overall brand expression. They should be clean, concise and easy to understand. 1. A lways start with primary palettes where possible 2. U se modern and simple chart styles 3. T itles and totals in Gill Sans MT Pro Bold 4. K eep lines fine but with a bold underline for totals 5. A lways use the alternative 1, found in glyphs, for accessibility. Chart at 50% Section of chart at 100% Annual Report 4 Financial overview Annual Report 2019 £ Million % 1 The Poppy Appeal 50.5 30.9 2 Donations, legacies and events 50.1 30.7 3 Lotteries and trading 20.5 12.6 4 Fees charged to care home residents 16.8 10.3 5 Grants for welfare services and Remembrance 14.1 8.6 6 Membership subscriptions 4.6 2.8 7 Investment income 6.1 3.8 8 Other 0.5 0.3 Total Income 9.5 100.0 Where the money comes from 8 7 1 2 6 5 4 3 Total £163.2m 5 Financial overview £ Million % 1 The National Memorial Arboretum development 6.4 67.4 2 Care homes and break centres 1.3 13.7 3 Improving IT Infrastructure 1.2 12.6 4 Other 0.6 6.3 Total Capital costs 9.5 100.0 Where the money goes to (Capital costs) 1 2 3 4 4 Financial overview Annual Report 2019 £ Million % 1 The Poppy Appeal 50.5 30.9 2 Donations, legacies and events 50.1 30.7 3 Lotteries and trading 20.5 12.6 4 Fees charged to care home residents 16.8 10.3 5 Grants for welfare services and Remembrance 14.1 8.6 6 Membership subscriptions 4.6 2.8 7 Investment income 6.1 3.8 8 Other 0.5 0.3 Total Income 9.5 100.0 Where the money comes from 8 7 1 2 6 5 4 3 Total £163.2m 5 Financial overview £ Million % 1 The National Memorial Arboretum development 6.4 67.4 2 Care homes and break centres 1.3 13.7 3 Improving IT Infrastructure 1.2 12.6 4 Other 0.6 6.3 Total Capital costs 9.5 100.0 Where the money goes to (Capital costs) 1 2 3 4 Logo Framework Elements Expression Gallery Information Our data visualisation style

Brand guidelines Royal British Legion 37 Our charts and graphs Our charts and graphs are geometric and contemporary reflecting our overall brand expression. They should be clean, concise and easy to understand. 1. A lways start with primary palettes where possible 2. U se modern and simple chart styles 3. T itles and totals in Gill Sans MT Pro Bold 4. K eep lines fine but with a bold underline for totals 5. A lways use the alternative 1, found in glyphs, for accessibility. C hart at 50% Section of chart at 100% Annual Report 4 Financial overview Annual Report 2019 £ Million % 1 The Poppy Appeal 50.5 30.9 2 Donations, legacies and events 50.1 30.7 3 Lotteries and trading 20.5 12.6 4 Fees charged to care home residents 16.8 10.3 5 Grants for welfare services and Remembrance 14.1 8.6 6 Membership subscriptions 4.6 2.8 7 Investment income 6.1 3.8 8 Other 0.5 0.3 Total Income 9.5 100.0 Where the money comes from 8 7 1 2 6 5 4 3 Total £163.2m 5 Financial overview £ Million % 1 The National Memorial Arboretum development 6.4 67.4 2 Care homes and break centres 1.3 13.7 3 Improving IT Infrastructure 1.2 12.6 4 Other 0.6 6.3 Total Capital costs 9.5 100.0 Where the money goes to (Capital costs) 1 2 3 4 4 Financial overview Annual Report 2019 £ Million % 1 The Poppy Appeal 50.5 30.9 2 Donations, legacies and events 50.1 30.7 3 Lotteries and trading 20.5 12.6 4 Fees charged to care home residents 16.8 10.3 5 Grants for welfare services and Remembrance 14.1 8.6 6 Membership subscriptions 4.6 2.8 7 Investment income 6.1 3.8 8 Other 0.5 0.3 Total Income 9.5 100.0 Where the money comes from 8 7 1 2 6 5 4 3 Total £163.2m 5 Financial overview £ Million % 1 The National Memorial Arboretum development 6.4 67.4 2 Care homes and break centres 1.3 13.7 3 Improving IT Infrastructure 1.2 12.6 4 Other 0.6 6.3 Total Capital costs 9.5 100.0 Where the money goes to (Capital costs) 1 2 3 4 Logo Framework Elements Expression Gallery Information Our data visualisation style

Brand guidelines Royal British Legion 38 Our tone of voice Our tone of voice defines the way our organisation uses language and it helps us differentiate ourselves from our competitors. We use five tonal values arranged into a simple matrix. These values are composed of a mission statement, a key theme and four sub-themes (see next page). Our core and most important tonal value is the central one, We’ve got your back. Your copy should always in some way reflect this tonal value. The four tonal values orbiting it can be used in varying degrees. You can ‘flex’ them up and down as and when they are appropriate. You can even omit one of these tonal values entirely if you are using others more strongly. Please see the full Tone of Voice guidelines for more detail. Confident Champions Modernity Modern Britain Empowering We’ve got your back Human Warm welcome Empathetic Determined Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 39 Sub themes: Honest, Responsible, Inspiring, Resolute Champions Modern Britain Determined Warm welcome We’ve got your back This tonal value is at the heart of everything we say. Through thick and thin, we will always be there for those that need us whether we’re trying to improve the world for the Armed Forces community, make life better for our service users or encourage people to join us in Remembrance. Like a huddle with your teammates. We’ll always be here, ready to welcome anyone and everyone, ready to make them feel safe and cared for. Sub themes: Approachable, Positive, Supportive, Empathetic Sub themes: Energetic, Togetherness, Speaking from the heart, Galvanising Sub themes: Inclusivity, Britishness, Conversational, Relatable Sub themes: Poignant, Proud, Respectful, Having integrity Determined is about passion, energy, togetherness. Our ultimate aim? To make our audience feel part of our mission. Together, we’re determined to make a difference. Since 1921, the Royal British Legion has been part of the national fabric. But being in such a position comes with a huge responsibility — to represent the voice of a nation. We consider ourselves the champion of the Armed Forces community. This must come across in our language in the form of total confidence. Whether you are writing about Remembrance, the poppy or the AF community, think and write like a champion. Key theme: Empowering Key theme: Human Key theme: Emphatic Our tone of voice explained Key theme: Modernity Key theme: Confident Logo Framework Elements Expression Gallery Information

Our visual expression

Brand guidelines Royal British Legion 41 A line of support A vital lifeline — honest, direct and approachable 1. O ur core visual identity represents one strong idea — a line of support that remains true all year round, every day of the week. 2 . O ur colours come together to define this central line of support where all o f our elements are connected. 3. Fr om messaging and imagery through to our logo, it is a singular idea that represents our role; to support our Armed Forces community. Logo Framework Elements Expression Gallery Information Need some advice? If you are serving or have ever served in the Armed Forces, pop in for a chat, we’re here for you. rbl.org.uk Let’s talk Registered charity number: 219279 1. 2. 3.

Brand guidelines Royal British Legion 42 Our visual expression framework — overview Ownable and confident When our elements come together around our one central idea, we will be able to build a strong and consistent visual expression. The framework has been designed to be flexible — from using only colour and typography to adding our photographic style (within the right panel) — but, with our logo always sitting confidently at the centre of every application. For 2021, we encourage everyone to ‘Remember Together’ to commemorate the service and sacrifice that many friends, allies, and Commonwealth nations made alongside Britain in defence of its freedoms, values, and way of life. rbl.org.uk For 2021, we encourage everyone to ‘Remember Together’ to commemorate the service and sacrifice that many friends, allies, and Commonwealth nations made alongside Britain in defence of its freedoms, values, and way of life. rbl.org.uk Remember together Registered charity number: 219279 100 years of supporting the Armed Forces community 1921 – 2021 rbl.org.uk Registered charity number: 219279 The Royal British Legion has been supporting members of the Royal Navy, Royal Marines, British Army, Royal Air Force, Reservists, Veterans and their families since 1921. And we’re not going anywhere. rbl.org.uk We are the Royal British Legion Registered charity number: 219279 Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 43 We’re here for financial guidance If you’re having money issues, we’re here to help. Whether you are struggling with debt or emergency situations, need support setting up your new home or accessing benefits, our team have got you covered. If you have been injured or suffer from illness as a result of service, we can help with appeals to both the war pensions, Armed Forces compensation scheme. We’re also here to support you through every step of an independent inquest with support and guidance on legal procedures. We’ll help you live independently We know how important your home is and we’re here to keep you living independently for as long as possible. That’s why we offer support to veterans with mobility aids, 24 hour care phones, and make sure there is always someone to talk to. What’s more, we can help with home adaptations and maintenance. We’re here through life Our specialist residential care homes provide both long and short term care to members of the Armed Forces community and their dependants, helping you maintain your independence and live with like minded individuals. Additionally our team of admiral nurses offers practical, clinical and emotional support to families and carers of those with dementia. We’ll make sure you receive the highest quality support Quality support we’re experts in getting you back on your feet through a range of rehabilitation programmes across various sports and arts related activities. We’re also here to provide personalised support to veterans and their families in crisis. Finance | Employment Independent living | Care Recovery | Respite The Royal British Legion has been supporting members of the Royal Navy, Royal Marines, British Army, Royal Air Force, Reservists, Veterans and their families since 1921. And we are not going anywhere. Our visual expression framework — construction We are the Royal British Legion And this is how we can help. Using our biggest asset to create our visual expression framework The poppy has a vital role in constructing our framework across every application. We use the centre of the poppy (of the chosen size for each application — see page 49) to create our spacing framework in all print and digital applications. Spacing dot Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 44 Our visual expression framework — using imagery Cropping imagery Please consider the following when cropping images to place within the right panel of our visual framework. 1. T hink about where the type sits over the image and crop accordingly 2. A lways centre the subject within the crop 3. C lose crops focus the subject matter and are more dynamic 4. E nsure the crop helps create a strong holistic composition of each communication. Need some advice? If you are serving or have ever served in the Armed Forces, pop in for a chat, we’re here for you. rbl.org.uk Let’s talk Need some advice? If you are serving or have ever served in the Armed Forces, pop in for a chat, we’re here for you. rbl.org.uk Registered charity number: 219279 Let’s talk Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 45 Our visual expression framework — using imagery Cropping imagery It is not always possible to crop an image vertically in the visual framework. In this case a horizontal crop can be used. Remember to consider the composition. 1. A lways centre the subject within the crop 2. C lose crops focus the subject matter and are more dynamic 3. E nsure the crop helps create a strong holistic composition of each communication. Let’s talk Need some advice? If you are serving or have ever served in the Armed Forces, pop in for a chat, we’re here for you. rbl.org.uk Registered charity number: 219279 Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 46 Ensuring our core logo has stand out Our core logo has been designed to sit on an approved number of background colours. The swatches shown above are ‘our approved’ backgrounds: Primary backgrounds: 1. White , 2. Pastel Blue and 3. Pastel Red (top row) Secondary backgrounds: 4. Pastel Mauve and 5. Pastel Green Limited use backgrounds: 6. Core logo Blue , 7. Dark Blue and 8. Black 4. 5. 1. 2. 3. 7. 8. 6. Logo Framework Elements Expression Gallery Information Using our core logo — approved background colours

Brand guidelines Royal British Legion 47 Dear Mrs Surname Title of letter is positioned of the first line Ut optasitatem velibusam facitem est sequia et quatur recabo. Invendit, officietur sendiorerum als que odit laborioria pratium faccumque estio ipis doluptas adis molore, que viti delia dolupit, quam, seces vidunt am, eaquis debis et occatus mi doloritio illupta dolent plam volento Ut as explabo. Torio dus estrum quo voluptat unt adigent volento omni berum nihilla serum, doluptatem eum sunt estrum labore nobis aut quiat hillores als peditem reperci liquos as et dianis repel id dolores nos maximil idi sum etur, arunt listis et quia sedignitate poristi onsequo blant vel earunt quam est a ma als a sunt erum hario beatis niet, quis venem que nullor as dolorest ipsam quid maio quiatemo quis accus sam inullo miliberem volorrum et aditat ab id evelecto blaborro et con expliquma idi level eatium edus ipsam aut molesse quiatenimus acepudam facerati sandand volento. Omniminum exces rem eum fugitatur audae sitatia eum dolore quation pel eruptis essincia qui delenim endiorum emporiamus, tem id als a minum dolorior sandignatem facepudae simaios sinct aquibuso. Ut am als iusam cum, aspe nobiti dus erernatur assecumet del moluptatur? Eque voloreseque lorem als ped modigen daesedi audande dolenda quidel ilitatur? As as eiur et mintore ptatemp et al puditibus ipicidusdam a molore heniat ex earum am illam reperspici remporem solume. Your sincerely, Name Surname Position/Department Mrs Name Surname Building name Street/Road Name Tow n /Cit y County Postcode UK Month, 2020 Patron: Her Majesty the Queen Royal British Legion Haig House | 199 Borough High Street, London SE1 1AA +44 20 3207 2253 | rbl.org.uk Registered charity number: 219279 fl1 rbl.org.uk/ get-support Bravo 22 Registered charity number: 219279 fl111 1 1 1 ••••• •••1• rbl.org.uk We are the Royal British Legion Registered charity number: 219279 Positioning our core logo Do not do this Core logo minimum ‘clear space’ principle When positioning our core logo it is important to ensure it stands out. It is important to retain sufficient clear space around it as outlined on page 10 of this document. In the majority of instances our core logo should be centred at the bottom of all applications. e.g. posters, advertising, leaflets etc. However, there are some instances e.g. stationery and the website where the core logo can be left aligned or centred at the top. Spacing dot Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 48 Sizing our core logo A6 A5 leaflet/ brochure A4 poster/ brochure A3 poster A2 poster A1 poster 4 sheet poster Lightbox poster Business card A4 Letterhead/ Direct mail C6 Envelope Pop-Up banner Social media square 16 x 9 end-frame Portrait Portrait Portrait Portrait Portrait Portrait Landscape Portrait Landscape Portrait Landscape Portrait Square Landscape 40.5mm 57mm 81mm 114mm 162mm 229mm 326mm 297mm 42.5mm 55mm 55mm 380mm 810px 1610px 6mm 8.5mm 12mm 17mm 24mm 34mm 54mm 44mm 8mm 8mm 8mm 55mm — — Bottom centre Bottom centre Bottom centre Bottom centre Bottom centre Bottom centre Bottom centre Bottom centre Middle centre To p centre Bottom centre Bottom centre Middle centre Middle centre 105mm x 148mm 148mm x 210mm 210mm x 297mm 297mm x 420mm 420mm x 594mm 594mm x 840mm 1016mm x 1524mm 769mm x 1295mm 85mm x 55mm 210mm x 297mm 162mm x 114mm 1000mm x 2260mm 1080px x 1080px 3840px x 2160px Format Orientation Dimensions Logo size (w) Margins Position How to size and position our core logo The chart above details the size and position of our core logo for general applications. It also lists the margins for each application, to ensure the visual brand framework is constructed correctly every time. Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 49 Using our core logo in animation royalbritishlegion “My dear friends, this is your hour. This is not victory of a party or of any class. It’s a victory of the great British nation as a whole. We were the first, in this ancient island, to draw the sword against tyranny. After a while we were left all alone against the most tremendous military power that has been seen. We were all alone for a whole year. There we stood, alone. Did anyone want to give in? [The crowd shouted “No.”] Were we down-hearted? [“No!”] The lights went out and the bombs came down. But every man, woman and child in the country had no thought of quitting the struggle. London can take it. So we came back after long months from the jaws of death, out of 1802 likes Social media Film – White (limited use) logo Film – Core logo rbl.org.uk rbl.org.uk Ensuring our logo has stand out Our logo has been designed to sit on an approved number of backgrounds in animation and film. The approved animation files can be found in our logo library. For more detail, please refer to the separate Video Guidelines. The swatches shown above are approved background colours: Film — Core logo: Pastel Blue, Pastel Red and White Film — White (limited use) logo: Opening/closing footage or a Black screen Social media — Core logo: All our approved pastel colours only and White Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 50 Dark Red Core Logo Red Light Red Pastel Red Dark Blue Core Logo Blue Light Blue Pastel Blue fl1111 Here to help Need someone to talk to? If you are serving or have ever served in the Armed Forces, pop in for a chat, we’re here for you. rbl.org.uk fl1111 If you are serving or have ever served in the Armed Forces, pop in for a chat, we’re here for you. rbl.org.uk Let’s talk Registered charity number: 219279 Using primary colours Our blue and red palettes should be our first choice for communications. This will ensure the brand achieves greater recognition among our supporters and key stakeholders. Primary blue palette Primary red palette Logo Framework Elements Expression Gallery Information Using colour — primary palette

Brand guidelines Royal British Legion 51 Primary palette — colour combinations Using primary colour combinations In any one application (printed section or digital application), only use colours from within one primary colour palette e.g. primary blue. The approved and fixed combinations are illustrated above. Never mix a primary blue with a primary red. Primary blue palette Approved combinations Approved combinations Primary red palette Light Blue Core Logo Blue Light Blue Core Logo Blue Core Logo Blue Dark Blue Core Logo Blue Dark Blue Light Red Core Logo Red Light Red Core Logo Red Core Logo Red Dark Red Core Logo Red Dark Red Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 52 fl11 Poppy Quest A discovery walk using maps and minds Follow the 10k trail around Birmingham to uncover city gems — friends, family and even the dog can come too. To find out more visit our website or call 0333 011 450 13 July 2021, Birmingham rbl.org.uk /get-involved Registered charity number: 219279 Using colour — secondary palette fl11 rbl.org.uk Registered charity number: 219279 Using secondary colours Only use the secondary colour palette when there is a need to differentiate from the core message or highlight events. For example, fundraising and direct mail applications can use the mauve palette. The green palette should be used very sparingly but can offer visual variety e.g. the financial section of the Annual Report, and military images. Secondary mauve palette Secondary green palette Dark Green Mid Green Light Green Pastel Green Dark Mauve Mid Mauve Light Mauve Pastel Mauve Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 53 Secondary palette — colour combinations Approved combinations Approved combinations Secondary green palette Light Green Mid Green Light Green Mid Green Mid Green Dark Green Mid Green Dark Green Secondary mauve palette Light Mauve Mid Mauve Light Mauve Mid Mauve Mid Mauve Dark Mauve Mid Mauve Dark Mauve Using secondary colour combinations In any one application (printed section or digital application), only use colours from within one secondary colour palette e.g. secondary mauve. The approved and fixed combinations are illustrated above. Never mix a secondary colour with a primary colour. Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 54 Using our pastel colours Using our pastel colours Our pastel colours play a key role in our visual expression. They have been added to our toolkit to ensure we are perceived as a warm and approachable organisation. Each colour should only be used within its own palette. For applications such as leaflets, only the mid or core colours from the selected colour palette should be used for headlines, sub-headings or quotes and always used on white backgrounds. Body copy should always be set in black, as shown in the example on the right. When using text on pastels only use our core colours and ensure text is legible with sufficient contrast. The Royal British Legion has been supporting members of the Royal Navy, Royal Marines, British Army, Royal Air Force, Reservists, Veterans and their families since 1921. And we are not going anywhere. We’re here for financial guidance If you’re having money issues, we’re here to help. Whether you are struggling with debt or emergency situations, need support setting up your new home or accessing benefits, our team have got you covered. If you have been injured or suffer from illness as a result of service, we can help with appeals to both the war pensions, Armed Forces compensation scheme. We’re also here to support you through every step of an independent inquest with support and guidance on legal procedures. We’ll help you live independently We know how important your home is and we’re here to keep you living independently for as long as possible. That’s why we offer support to veterans with mobility aids, 24 hour care phones, and make sure there is always someone to talk to. What’s more, we can help with home adaptations and maintenance. We’re here through life Our specialist residential care homes provide both long and short term care to members of the Armed Forces community and their dependants, helping you maintain your independence and live with like minded individuals. Additionally our team of admiral nurses offers practical, clinical and emotional support to families and carers of those with dementia. We’ll make sure you receive the highest quality support Quality support we’re experts in getting you back on your feet through a range of rehabilitation programmes across various sports and arts related activities. We’re also here to provide personalised support to veterans and their families in crisis. Finance | Employment Independent living | Care Recovery | Respite Pastel Mauve Pastel Green Pastel Red Pastel Blue fl1111 If you are serving or have ever served in the Armed Forces, pop in for a chat, we’re here for you. rbl.org.uk Let’s talk Registered charity number: 219279 Inside communications Posters and front covers Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 55 fl11111 If you’re having money issues, we’re here to help. Whether you are struggling with debt or emergency situations, need support setting up your new home or accessing benefits, our team have got you covered. If you have been injured or suffer from illness as a result of service, we can help with appeals to both the war pensions, Armed Forces compensation scheme. We’re also here to support you through every step of an independent inquest with support and guidance on legal procedures. We’ll help you live independently We know how important your home is and we’re here to keep you living independently for as long as possible. That’s why we offer support to veterans with mobility aids, 24 hour care phones, and make sure there is always someone to talk to. What’s more, we can help with home adaptations and maintenance. We’re here through life Our specialist residential care homes provide both long and short term care to members of the Armed Forces community and their dependants, helping you maintain your independence and live with like minded individuals. Additionally our team of admiral nurses offers practical, clinical and emotional support to families and carers of those with dementia. We’ll make sure you receive the highest quality support Quality support we’re experts in getting you back on your feet through a range of rehabilitation programmes across various sports and arts related activities. We’re also here to provide personalised support to veterans and their families in crisis. The Royal British Legion has been supporting members of the Royal Navy, Royal Marines, British Army, Royal Air Force, Reservists, Veterans and their families since 1921. And we are not going anywhere. Finance | Employment Independent living | Care Recovery | Respite Using colour — things not to do fl1 Bravo 22 rbl.org.uk/ get-support Registered charity number: 219279 fl1111 1 111 •1111• 111• rbl.org.uk For 2021, we encourage everyone to ‘Remember Together’ to commemorate the service and sacrifice that many friends, allies, and Commonwealth nations made alongside Britain in defence of its freedoms, values, and way of life. rbl.org.uk Remember together Registered charity number: 219279 fl111 1 1 1 ••••• •••1• rbl.org.uk We are the Royal British Legion Registered charity number: 219279 Things not to do To maintain a strong and distinctive brand it is important to use our colour palettes correctly. Please don’t... 1. Mix colour palettes e.g. Reds and Blues 2. Use pastel colours outside of their colour family 3. Replace our pastel framework colours with a strong colour from our palette 4. Where possible mix colours in our iconography illustrations 5. Mix colour palettes within an application (or section). 1. 2. 3. 5. 4. Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 56 Layout and typography — principles Using typography in our visual framework Our layout and typeface is an important asset of our toolkit. Using the centre of the poppy (from our logo) its measurement creates the ‘Inset-margins’ of each text frame. Using the typographic construction, as illustrated, creates our unique layout. It is essential that the correct typographic specifications are used for our headlines, supporting copy and URL as outlined above. It will allow us to build visual recognition. Our headlines, typeset in Gill Sans Medium, should always have letter spacing of +50 (Optical spacing) for brand ownability. Always group text boxes along with the dividing rule. Centre this group within the coloured panels, ensuring the same distance from the top to the bottom, as indicated by the arrows above (the dividing rule may not always be centred in the coloured panels). The Royal British Legion has been supporting members of the Royal Navy, Royal Marines, British Army, Royal Air Force, Reservists, Veterans and their families since 1921. And we’re not going anywhere. rbl.org.uk We are the Royal British Legion Registered charity number: 219279 The Royal British Legion has been supporting members of the Royal Navy, Royal Marines, British Army, Royal Air Force, Reservists, Veterans and their families since 1921. And we’re not going anywhere. r bl.org.uk We are the Royal British Legion Headline Gill Sans Medium Leading: 110% Alignment: centred Tracking: Optical +50 Body copy Gill Sans Book Leading: 120% Alignment: centred Tracking: Optical +10 Dividing rule URL Gill Sans Bold/Book Leading: 120% Alignment: centred Tracking: Optical +10 The Royal British Legion has been supporting members of the Royal Navy, Royal Marines, British Army, Royal Air Force, Reservists, Veterans and their families since 1921. And we’re not going anywhere. rbl.org.uk We are the Royal British Legion Registered charity number: 219279 Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 57 Layout and typography — principles Using typography in our visual framework When our covers or posters do not include/need any supporting copy, the URL moves to the bottom of two colour panels with the headline remaining centred in the height. To identify a communication a label can be positioned top centre of each communication e.g. Galanos House. These elements are also positioned using the centre of the poppy (from our logo). Battling back Batt le Back Centre rbl.org.uk/get-s upport Battling back Batt le Back Centre rbl.org.uk/get-s upport At Galanos House we provide short and long term care for serving and ex-service men and women making their lives as fulfilling as possible. rbl.org.uk /get-support Home from home Galanos House Registered charity number: 219279 The next 100 1921 – 2021 Powering veteran’s recovery Arctic Survival Challenge Take part in a once in a lifetime experience Set in the stunning and pristine wilderness, just 150km south of the Arctic Circle. To secure your challenge visit our website or call 0333 011 450 21 – 28 February 2021, Raftlaven, Northern Sweden rbl.org.uk /get-involved Registered charity number: 219279 Labelling examples Label Gill Sans Bold Leading: 120% Alignment: centred Tracking: Optical +10 Headline Gill Sans Medium Leading: 110% Alignment: centred Tracking: Optical +50 URL Gill Sans Bold Leading: 120% Alignment: centred Tracking: Optical +10 Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 58 Typography principles We’re here for financial guidance If you’re having money issues, we’re here to help. Whether you are struggling with debt or emergency situations, need support setting up your new home or accessing benefits, our team have got you covered. If you have been injured or suffer from illness as a result of service, we can help with appeals to both the war pensions, Armed Forces compensation scheme. We’re also here to support you through every step of an independent inquest with support and guidance on legal procedures. We’ll help you live independently We know how important your home is and we’re here to keep you living independently for as long as possible. That’s why we offer support to veterans with mobility aids, 24 hour care phones, and make sure there is always someone to talk to. What’s more, we can help with home adaptations and maintenance. We’re here through life Our specialist residential care homes provide both long and short term care to members of the Armed Forces community and their dependants, helping you maintain your independence and live with like minded individuals. Additionally our team of admiral nurses offers practical, clinical and emotional support to families and carers of those with dementia. We’ll make sure you receive the highest quality support Quality support we’re experts in getting you back on your feet through a range of rehabilitation programmes across various sports and arts related activities. We’re also here to provide personalised support to veterans and their families in crisis. Finance | Employment Independent living | Care Recovery | Respite The Royal British Legion has been supporting members of the Royal Navy, Royal Marines, British Army, Royal Air Force, Reservists, Veterans and their families since 1921. And we are not going anywhere. Key points Gill Sans Medium Leading: 110% Alignment: centred Tracking: Optical +50 Quotes and pullouts Gill Sans Medium Leading: 110% Alignment: centred Tracking: Optical +50 Subtitles Gill Sans Bold Leading: 120% Alignment: range left Tracking: Optical +10 Body copy Gill Sans Book Leading: 120% Alignment: range left Tracking: Optical +10 Styling matters In each and every communication it is important that our typographic principles are adhered to. When followed, they will help us create clean, consistent and accessible layouts. The table (shown right) outlines a quick reference guide to ensure we style typography on brand. – A lways use N dashes for dates (1921 – 2021) — A lways use M dashes in body copy - O nly use short dashes as hyphens ’ U se correct apostrophe, not feet marks “ ” U se correct 66, 99 speech marks not inch marks D o not overuse Gill Sans Bold D on’t overuse capital letters F or headline use 110% leading F or body copy use 120% leading A lways use alternate 1s found in the glyphs menu ABC A A A A 1 Logo Framework Elements Expression Gallery Information Aa

Brand guidelines Royal British Legion 59 Details matter To ensure we achieve ‘brand consistency’ across all our communications it is important to follow our brand principles and styling. The example shown left illustrates the incorrect use of the component parts. Attention to detail really counts — as illustrated in the correct example shown on the right. If your body copy requires better visibility over your chosen image, you can add a drop shadow to the text. A 2-10% opacity gradient can also be overlayed onto the image. Please use your best judgement here. 1921– 2021 Registered charity number: 219279 The next 100 In 2021 we celebrate our centenary. We encourage everyone to remember the service and sacrifice of our servicemen and women, w hile continuing to support them as we look to the future. rbl.org.uk 1921– 2021 Registered charity number: 219279 The next 100 Always use alternate style 1s found in the glyphs menu and centre n-dashes in the cap-height To make our headlines ownable always use ‘Optical’ spacing +50 and always kern headlines that clash awkwardly with the centre line Always rag the text so that the line lengths alternate between short and long and are balanced with the headline width A4 type size guide Headline size varies according to length of copy and impact needed Body copy 15pt on 18pt leading Please note: Body copy can be scaled up if necessary but please scale the URL proportionally. e.g. For 18pt body copy the URL would be 21pt URL 17pt on 18pt leading In 2021 we celebrate our centenary. We encourage everyone to remember the service and sacrifice of our servicemen and women, while continuing to support them as we look to the future. rbl.org.uk Logo Framework Elements Expression Gallery Information 59 Typographic — detailing

Brand guidelines Royal British Legion 60 We are here to help We provide lifelong support to serving and ex-serving personnel and their families. We’ve been here since 1921 and we'll be here as long as they need us. We are here to help We provide lifelong support to serving and ex-serving personnel and their families. We’ve been here since 1921 and we'll be here as long as they need us. We are here to help We provide lifelong support to serving and ex-serving personnel and their families. We’ve been here since 1921 and we'll be here as long as they need us. Typography — things not to do Things not to do When using our typeface, there are some things we should not do. Please don’t... 1. S et headlines and supporting copy in Gill Sans Bold 2. S et headlines without our ‘ownable spacing’ (50+ tracking) 3. S et pull-out text/quotes in Gill Sans Bold 4. S et body copy in colour 5. R ight align body copy 6. J ustify body copy 7. C hange the type specifications unnecessarily e.g. leading. Need some advice? If you are serving or have ever served in the Armed Forces, pop in for a chat, we’re here for you. rbl.org.uk Let’s talk Need some advice? If you are serving or have ever served in the Armed Forces, pop in for a chat, we’re here for you. rbl.org.uk Let’s talk The Royal British Legion has been supporting members of the Royal Navy, Royal Marines, British Army, Royal Air Force, Reservists, Veterans and their families since 1921. And we are not going anywhere. 5. 1. 6. 2. 7. 3. 4. We are here to help We provide lifelong support to serving and ex-serving personnel and their families. We’ve been here since 1921 and we'll be here as long as they need us. Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 61 Using imagery — principles An image-led brand Photography plays an important role in our brand. It brings our brand to life by capturing a moment from an event, or an emotion from one of our people. Together, with our other visual elements, it sits at the heart of our printed, digital and environmental applications. The Royal British Legion has been supporting members of the Royal Navy, Royal Marines, British Army, Royal Air Force, Reservists, Veterans and their families since 1921. And we are not going anywhere. Environments Communications and literature For 2021, we encourage everyone to ‘Remember Together’ to commemorate the service and sacrifice that many friends, allies, and Commonwealth nations made alongside Britain in defence of its freedoms, values, and way of life. rbl.org.uk For 2021, we encourage everyone to ‘Remember Together’ to commemorate the service and sacrifice that many friends, allies, and Commonwealth nations made alongside Britain in defence of its freedoms, values, and way of life. rbl.org.uk Remember together Registered charity number: 219279 Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 62 Using imagery — principles We’re here for financial guidance If you’re having money issues, we’re here to help. Whether you are struggling with debt or emergency situations, need support setting up your new home or accessing benefits, our team have got you covered. If you have been injured or suffer from illness as a result of service, we can help with appeals to both the war pensions, Armed Forces compensation scheme. We’re also here to support you through every step of an independent inquest with support and guidance on legal procedures. We’ll help you live independently We know how important your home is and we’re here to keep you living independently for as long as possible. That’s why we offer support to veterans with mobility aids, 24 hour care phones, and make sure there is always someone to talk to. What’s more, we can help with home adaptations and maintenance. We’re here through life Our specialist residential care homes provide both long and short term care to members of the Armed Forces community and their dependants, helping you maintain your independence and live with like minded individuals. Additionally our team of admiral nurses offers practical, clinical and emotional support to families and carers of those with dementia. We’ll make sure you receive the highest quality support Quality support we’re experts in getting you back on your feet through a range of rehabilitation programmes across various sports and arts related activities. We’re also here to provide personalised support to veterans and their families in crisis. Finance | Employment Independent living | Care Recovery | Respite The Royal British Legion has been supporting members of the Royal Navy, Royal Marines, British Army, Royal Air Force, Reservists, Veterans and their families since 1921. And we are not going anywhere. Single image A collection of images Two images / a line of support An image-led brand Photography can be used in several different ways: 1. A s ingular image used with our frame 2. A g rid of images, that captures what we do 3. T wo connecting images, which come together to illustrate our central line of support Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 63 Using imagery — commemorative Creating a distinctive look for commemorative events While looking to the future, we also commemorate and remember past conflicts. For these communications, a distinctive treatment has been created for imagery. The framework in which the imagery sits does not change, and still uses the other elements from our toolkit. 1. T ake a historical photograph 2. I n Photoshop, convert the photograph to grayscale. Using adjustments: adjust the ‘levels’ to bleach the whites and deepen the blacks. 3. B ring the image into inDesign, select the image and change to your chosen colour 4. S elect the image and in ‘effects’ change to multiply. Put this image on to chosen light colour background. Registered charity number: 219279 15 August 2021 marks the 76th anniversary of VJ - Day. A momentous occasion to celebrate a day that shaped our present. rbl.org.uk/get-involved VJ - Day 76 Remembering together Registered charity number: 219279 1. 2. 3. 4. 5. The process + = The result Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 64 Using imagery — things not to do 4. Things not to do To maintain a strong and distinctive brand, it is important to use our imagery at its best. Please remember to... 1. C onsider how the image works with typography, be mindful of o bstructing the image 2. C rop images so that the subject matter is centred and balanced 3. N ot use cutout images 4. N ot use imagery that uses our old brand, where possible Need some advice? If you are serving or have ever served in the Armed Forces, pop in for a chat, we’re here for you. rbl.org.uk Let’s talk Need some advice? If you are serving or have ever served in the Armed Forces, pop in for a chat, we’re here for you. rbl.org.uk Registered charity number: 219279 Let’s talk 1. 2. 3. Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 65 fl11 Poppy Quest A discovery walk using maps and minds Follow the 10k trail around Birmingham to uncover city gems — friends, family and even the dog can come too. To find out more visit our website or call 0333 011 450 13 July 2021, Birmingham rbl.org.uk /get-involved Registered charity number: 219279 Important elements to include fl1 11 1 rbl.org.uk /get-support Home from home Galanos House Registered charity number: 219279 fl1111 Fundraising Regulator logo Registered charity number: 219279 Registered charity number Reg charity no: 219279 Limited space Registered charity number The Royal British Legion has been supporting members of the Royal Navy, Royal Marines, British Army, Royal Air Force, Reservists, Veterans and their families since 1921. And we are not going anywhere. We’ll help you get away from the stresses of everyday life Our short breaks offer serving, ex-serving personnel and their families. A range of opportunities to escape the everyday and spend time together. Our activity breaks for children bring together those with serving parents on exciting action-packed adventures across the UK. We’ll help get you back into work We know that adjusting to civilian life after a career in the services can be hard, but we’re here to help. Our careers hub civvystreet.org offers you access to a range of career options. From Armed Forces friendly employers, online training and guidance, including CV support to help you get the job you want. Our advisors are also available to help. We’re here to help If there is ever a reason we can’t help, our vast network means we will know someone who can. We know that the needs of the Armed Forces community are complex, so our partner charities and organisations can help offer advice and support on everything from PTSD to housing. Registered charity number: 219279 Fundraising Regulator logo and Registered charity number All materials should carry the Royal British Legion’s registered charity number which is written as follows: Registered charity number: 219279. It should always be visible, e.g. within the margin of our framework, or on back covers/panels of our printed literature. On posters, the registered charity number should always match the colour of the left coloured panel. It is also important to include the ‘Fundraising Regulator’ logo when our brand promotes a fundraising activity or event. Logo Framework Elements Expression Gallery Information

Gallery

Brand guidelines Royal British Legion 67 Using our core logo If the production of an application is limiting e.g. for a lapel pin (as shown above), separating the logotype from our symbol is permitted. Logo Framework Elements Expression Gallery Information Royal British Legion Haig House, 199 Borough High Street, London SE1 1AA rbl.org.uk T 000 0000 0000 | M 000 0000 0000 fsurname@rbl.org.uk Forename Surname Job Title Using our core logo

Brand guidelines Royal British Legion 68 Printed materials Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion Printed materials Logo Framework Elements Expression Gallery Information The next 100 Registered charity number: 219279 69

Brand guidelines Royal British Legion Posters Logo Framework Elements Expression Gallery Information Let’s talk Need some advice? If you are serving or have ever served in the Armed Forces, pop in for a chat, we’re here for you. rbl.org.uk Registered charity number: 219279 70

Brand guidelines Royal British Legion 71 Posters Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 72 Digital applications Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 73 Pop-in centres Logo Framework Elements Expression Gallery Information

Brand guidelines Royal British Legion 74 Festival of Remembrance Logo Framework Elements Expression Gallery Information

Essential information

Brand guidelines Royal British Legion 76 Imagery — t itles and credits When supplying images to the Studio team for use in any collateral (print or online) please supply all the relevant details which include: 1. n ame of photographer 2. w ritten permission from the p hotographer to use the image for e ditorial, print, on-line, social, DM with t ime constraints 3. written clearance from the copyright ho lder where applicable 4. s hort caption to describe the image 5. p ermission forms or email confirmation 6. p ermission forms from the MoD for serving personnel 7. n ames of people in the photograph 8. d ate of event 9. n ame of event These details may not always be used but they are necessary to ensure the media library is managed properly. Permission forms are a legal requirement. Imagery — get permission You must get written permission from anyone featured in photographs. Ideally this will be a full photographic permission form, but an email or formal letter is an acceptable alternative. When taking photographs that include under-18s or vulnerable adults please obtain a photographic permission form and ensure that the child’s/children’s parent or guardian (in the case of a vulnerable adult) signs the form and gives permission for its use without cost, and preferably without restriction (i.e. ‘no online use’) to the Legion. Media/image library The Legion has an online media library, Asset Bank, which contains images and videos that are used for publicity of the Legion. These come from various sources and can be used for a range of materials, from low resolution everyday shots for the intranet to high quality set-up shots used for 48-sheet posters. If you need additional access rights to the media library, please email Studio@britishlegion.org.uk Imagery — offline/print use When images are selected for print (offline) use, such as adverts, DM pieces, leaflets, posters etc, ensure they are at least 300dpi, between 30MB-45MB before jpeg compression and in RGB 98 colour format. As with selecting images for online use, remember the shape of the space you’re filling. For example, if you are supplying an image for the front cover of a leaflet or brochure which is portrait, don’t supply an image which is horizontal and can’t be cropped to make a striking portrait image. Ensure photographs are captured in both landscape and portrait formats for wider use both online and offline. When commissioning photographs, it is best to ask the photographer for TIFF images, high resolutions 300dpi. All images must be delivered with captions in the metadata. We may require access to RAW files for some projects. For advice, please contact Studio. Any images containing artworks or private property (eg historic buildings) to be cleared by the photographer with the copyright holder for RBL's usage. Printing and paper stocks Where possible it is our preference that we use 100% recycled paper. Our ‘House’ paper is Revive 100. We also recognise the need for members to use home and local printers. Where possible please ensure your paper is 100% recycled. Further information For further enquiries please contact Studio@britishlegion.org.uk Logo Framework Elements Expression Gallery Information Essential information

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