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