Our brand in action

Posters and banners

For posters and large-format publications, use a combination of engaging imagery and compelling, concise copy. Use graphic devices when needed to create a hierarchy and increase the legibility of text on a busy background. If a call to action is required, it should be positioned in the lower section of the poster.

Publications

Cover images: use an engaging image that illustrates the document’s subject matter. Use graphic devices or subtle drop shadows to increase the legibility of text if it’s positioned over a busy background (see examples). If the cover logo or text isn’t visible against the background, use a generic footer to make sure it’s legible.

Reports: these examples show a policy document with some different page options, plus front cover and back cover.

There are two different footer options to choose: the first example shows footer option A (solid yellow); the second example shows option B (dotted line).

Stationery

Sightsavers-branded letterheads and compliments slips are available as templates on iVillage.

There are templates for specific country offices: use the one most relevant to your location.

Direct mail

These examples show a direct mail letter and an envelope.

For all direct mail fundraising letters, position the logo in the top left corner, with sufficient clear space (for  more details, see the ‘How we look’ section).

For bespoke direct mail, ensure the logo is clear, using the correct version of the logo against the background.

Print adverts

These examples show a quarter-page ad with border (yellow example), plus a full-page ad.

The logo should be positioned in the bottom right corner. Add a clear call to action in the lower section of the ad, where possible.

If the advert is not full bleed, add a 0.25pt black border.

Social media

Sightsavers has a presence on multiple social media platforms, including Facebook, Twitter, Instagram, LinkedIn and YouTube. Each has its own audience and particular features that can help us to promote our work. However, we use established templates across all platforms to maintain brand consistency.

For particular events or appeals, we may develop new assets for social media that adhere to these design templates.

Images for social media

Be careful when choosing and cropping images. If an image looks odd when cropped in a certain orientation, or if key parts are lost, try a similar image from the same case study instead (see the examples on these pages).

Note: Social media platforms often update their features and services. Check Sightsavers’ social media feeds to see if we have updated our style to take advantage of new features.

Video from our programmes

Many of our videos are shot in the countries where we work, and focus on a particular project or beneficiary. Footage may be captured by videographers or staff, and themes might include the need behind our work or the experts who carry out our work. These videos include the standard elements shown in the ‘How we look’ section.

Motion graphic video

Animation or motion graphics can be used for a variety of video projects, such as to deliver a message about our work, to explain complex technical subjects or to encourage viewers to take an action or support us.

This modern, clean aesthetic is often used on our social media platforms.

Brand video

This film was specially commissioned following a strict brief, in close consultation with the design team. The aim was to create a video that is different from Sightsavers’ usual films, to ensure it stands out.

It contains unusual elements not normally used in traditional Sightsavers videos, such as large blocks of yellow text. Note that these elements are not standard Sightsavers branding and should only be used in specific circumstances, in consultation with the design team.

Digital display adverts

Sightsavers’ display adverts are used to target specific audiences online.

The imagery, typefaces and graphic elements follow our design rules, although the dimensions vary. In some cases we use animated GIFs with several frames and images. The text is often managed by external agencies.

This example is a 970 x 250px animated ad with two frames.

External emails

We use the Adestra email marketing software to manage our mass emails to public audiences. We have a selection of branded templates, which follow many of the main design rules for images, typefaces and graphic elements.

The Adestra templates are designed to be as accessible as possible: always use these templates so we continue to produce accessible communications for our audiences.

For more details, contact the digital fundraising team.

When creating emails, alt text must be added to all images to make sure they can be interpreted by screenreaders. For more information, see the Alt Text entry in the Sightsavers style guide.

Internal emails

Mailchimp can be used to create group emails for internal use. Emails should be created using the Sightsavers templates within Mailchimp, and department-specific header images should be used at the top of the template. The templates can be requested from the online and design team by raising a Service Desk request for ‘Communications, Design and Events’.

Note: Emails must not be sent using Mailchimp because it does not comply with Sightsavers’ security policies. Once your email has been designed using the template, it must be sent using Outlook. For guidance, contact the online and design team: [email protected].

Events

Sightsavers’ events often involve multiple pieces of content using a variety of media, including invites, posters, web pages and exhibition stands.

All should follow a theme and feature the same branding, to ensure consistency and recognition.

Campaigns

Sightsavers often runs large-scale fundraising or advocacy campaigns that feature unique branding, colours or design elements. Each campaign has its own brand rules to ensure consistency across all campaign materials: contact the team leading the campaign for more information.

This example is from Sightsavers’ End is in Sight fundraising campaign to raise awareness and money for trachoma elimination. The campaign used a yellow ‘highlight’ element to differentiate it and create a cohesive feel.

Partnerships

Sightsavers works with a variety of partners, reflected by using our logo together with our partner’s logo.

Materials in Sightsavers’ branding
These materials should follow Sightsavers’ normal branding rules (see ‘How we look’), with any partner logos added as needed. On publication front covers, the Sightsavers logo should always appear in the bottom right-hand corner. Partner logos should be positioned to the left of the Sightsavers logo.

The size of all partner logos should be proportional: no single logo should appear significantly larger than the others. However, if one or more partners has a larger involvement in the project, the size of the logos may need to be adjusted accordingly. The project lead will be able to advise, or if you have any questions, email [email protected].

Materials in the partner’s branding
In this case, the partner’s visual identity will be applied and the Sightsavers logo will be added. Our logo should be used as outlined in the ‘How we look’ section.

Programmes

Sightsavers creates a variety of custom materials for specific programmes and projects. These are generally aimed at people in communities where we work.

Calendar

This custom calendar was created for staff in Sightsavers’ Malawi office. It uses the local language, and features images drawn by a local illustrator to showcase some of the programmes that Sightsavers is involved with in Malawi.

Accessibility standards and audit pack

The pack was developed for governments, healthcare providers and other organisations in low and middle income countries. It provides step-by-step guidance and audit tools for assessing the accessibility of existing health infrastructure and developing new facilities.

Branded items

These are examples of items that have been created to feature Sightsavers branding. To order an existing item or customise a new item, submit a Service Desk request for ‘Communications, Design and Events’.

Before submitting your request, consider the following:

• Make sure the item you wish to brand is appropriate for the organisation. We cannot customise alcoholic beverages, weapons or illegal items, for example.
• Where possible, use standard web addresses and avoid adding dates. This ensures that any leftover products can be used for another purpose.
• Double-check the quantities you need.
• Be careful not to over-order, as this can lead to unnecessary waste.

Clothing

When ordering clothing, double-check the sizes you need. If you order more of the most popular sizes (medium/large), any excess stock can be used for other events.

To order, submit a Service Desk request for ‘Communications, Design and Events’.

Vehicle stickers

Sightsavers’ vehicle stickers come in two standard sizes: a small one for motorbikes and a larger landscape version for cars, 4x4s and trucks.

The stickers feature the Sightsavers logo on a white background. The branding is discreet for security reasons.

Office interiors

Many Sightsavers offices feature colours and logos to reflect the brand, using posters, painted walls, banners, large-format photography, branded signage and vinyl on glass.

Note that each design is bespoke to its space and is influenced by the dimensions, the function of each room and the layout. If you want to brand your office, submit a Service Desk request for ‘Communications, Design and Events’.

• Do consider the office space as a whole.
• Don’t focus on a single wall, area or section in isolation.
• Do measure the spaces carefully.
• Don’t offer approximate measurements: precise numbers are needed to ensure the design fits the space.
• Do provide a floorplan and/or video of the office, from the entrance through to each room.
• Don’t just provide photos of the walls to be customised.
• Do choose photos that are recent and follow a theme.
• Don’t use close-up images of people where their faces are the main focus, particularly of children.
• Do use tints of the brand colours to paint large areas of wall. Only use the colours at 100% for smaller accents.
• Don’t use our brand colours at 100% in smaller spaces, as this can look dark and overbearing.

Sightsavers’ Word template

The Microsoft Word template features preset styles for headings, body text, captions and bullet points. It also contains customisable front cover options, as well as tables, icons, images and case studies.

The template uses our alternative typeface (Arial) rather than our standard brand typeface (Lato): the former is available on most computers, so it helps to avoid formatting and display problems when sharing the documents.

All templates can be downloaded from iVillage, from the ‘Brand assets and templates’ folder. External suppliers: ask your Sightsavers contact to supply any content you need.

Sightsavers’ Excel template

The Microsoft Excel template features preset styles for headings, text and backgrounds. It uses our alternative typeface (Arial) rather than our standard brand typeface (Lato): the former is available on most computers, so it helps to avoid formatting problems when sharing the documents.

The template can be used for simple tables and charts. If you would like to create branded pivot tables, contact the design team by raising a Service Desk request for ‘Communications, Design and Events’.

All templates can be downloaded from iVillage, from the ‘Brand assets and templates’ folder. External suppliers: ask your Sightsavers contact to supply any content you need.

Sightsavers’ PowerPoint template

The Microsoft PowerPoint template features preset styles for headings, body text and backgrounds. It includes example layouts for slides, including photos and graphics.

We advise staff to use the suggested layouts to make sure slides don’t contain too much information. This ensures viewers can easily see the content from a distance, and means the presentation is as accessible as possible.

All templates can be downloaded from iVillage, from the ‘Brand assets and templates’ folder. External suppliers: ask your Sightsavers contact to supply any content you need.

For tips to make your presentation accessible, see ‘How we make our work inclusive’.

PowerPoint slide deck

Sightsavers has a ready-made PowerPoint slide deck that includes an overview of the organisation and our work around the world.

The slides are animated, giving a professional feel, and should be used for high-profile external presentations.

For more information about the slide deck, or if you’d like to use it for a presentation, submit a Service Desk request for ‘Communications, Design and Events’.