Mildmay Brand Guidelines

MILDM AY MI L D MAY
I NTERN AT I O N A L IN T ERN AT IO N A L
Mildmay Brand Guidelines
Message from Head of Communications, Chris McWilliams
T +44 207 613 6321 M +44 7793 535435 E chris.mcwilliams@mildmay.org

Con ten ts

The way that Mildmay ‘brands’ itself affects the way in which It contains vital information about everything from logos to how to 1 Introduction
the charity is viewed by the world. lay out documents in the ‘Mildmay style’, details on the Mildmay 2 Design Elements
colour palette, corporate fonts, straplines and a range of other Symbol & Logotype
Our brand should be a mark of quality that reflects the levels design elements and more importantly, examples of how to use all
of excellence we seek to demonstrate in our HIV work, and the 4 Design Elements
of these things.
reputation we have worked for many years to build. Supporting Elements
There is nothing to worry about, as the advent of the Brand 5 Typeface
Mildmay has always been a pioneering organisation, at the Guidelines does not mean scrapping all the material that we
forefront of the HIV and AIDS field. We need and deserve an already have. It is simply not practical for Mildmay – both 6 Colour Palette
image, a brand and standards of presentation that reflect this – financially and for other reasons – to insist on a complete 7 Publicity Mark
and now we have them. overnight change to the way we present ourselves. This will be a 2 colours
This Brand Guidelines document contains all you need to know gradual process, where we will replace things as and when they
8 Publicity Mark
about the reimagined Mildmay International brand and how to need replacing. Single colour
use it properly in all situations. The Brand Guidelines is a living document, which means it will be 9 Straplines
You will see that we have not made wholesale changes – this added to periodically as we develop as a charity in the coming
10 Stationery
is evolution, not revolution – but we have given our visual years, as we undertake new projects and produce new materials.
Letterheads, Business Card
identity a more modern look and feel. We have also put in Throughout this whole process the communications team will be & Compliment Slip
place systems, developed tools and produced a Brand Kit on hand to help you in any way we can, so if you have any 12 Corporate Leaflets
which will make it much easier to reproduce the brand across questions at all please don’t hesitate to get in touch. We really
the Mildmay group and to apply to a range of materials. 16 Photographs
hope you like the new look, understand why we have done this
Refer to the Brand Guidelines whenever you are using the work and why the Mildmay brand really matters. 17 Press Release & Newsletter
Mildmay International brand for major projects or in your day Thanks, 18 Door Signs & Receptions
to day work – whether for new business cards or letterheads,
19 Special Events &
PowerPoint presentations, annual reports, other leaflets and Chris McWilliams
Programme Specific Branding
brochures, job applications forms, t-shirts, uniforms, signs –
there are too many things to list here. 21 Promotional Items

22 Future Guidelines

1
Mildmay Brand Guidelines
Design Elements Symbol & Logotype
M I LDMAY
INTERNATI ON AL
Brand logo 1
The Mildmay symbol when
positioned above the Mildmay
International logo in Futura in the
exact form above, becomes the
Mildmay Brand Logo.
Wherever possible the Mildmay
Brand Logo should appear in one
of these two forms (left).
Artwork and a construction grid
for large sizes are available in the
Brand Kit on the website
If you need advice on using the
Brand Logo please don’t hesitate to
contact the communications team.
M I LDMAY
IN TE R N ATIO N AL
Brand logo 2
The Brand Logo may also be
used on a white background or a
natural material eg stainless steel,
aluminium etc.
2
Mildmay Brand Guidelines
Design Elements Spacing & Large Sizes

CLEAR SPACE
x x
The guidelines show the minimum
x spaces that should be used
between the Brand Logo and other
elements such as copy, photos and
illustrations. Wherever possible this
space should be increased.

The same rules apply when

positioning it near the edge of
a page, advertisement, display
panel, poster, sign.

CON STRUCTION GRID

M I L DMAY M I LDMAY A construction grid is avaiable
x for the Brand Logo and Publicity
I N T E RNATI O NAL IN TER NATIONAL Mark (see page 7) when they
x are required at sizes where
photomechanical or digital methods
are impractical.
CLEAR SPACE GUIDE CONSTRUCTION GRID
When using the grids for re-scaling,
great care must be taken to ensure
extreme accuracy of reproduction.

At no time should the Brand Logo

or Publicity Mark be redrawn,
reproportioned or modified in any
way.

3
 Mildmay Brand Guidelines
Design Elements Supporting elements

As well as the main Mildmay

International Brand Logo there are a
number of other supporting design
elements which can be used in official
MILDM AY
M I LD MAY Mildmay materials.
INTERNATIONAL
IN TER N ATIONAL

Using these design elements helps

to maintain consistency in all the
materials we produce, helping to
reinforce the Mildmay brand. The
Mildmay vertical banner and the
Publicity Mark you will see used
throughout these guidelines, including
in stationery and leaflets.

Artwork and a construction grid for

large sizes are available in the Brand
Kit on the website.

The red AIDS ribbon is an

mildmay banner publicity mark internationally recognisable symbol
for the global response to HIV. This
can be a useful design element for
Mildmay’s marketing material so
you will find a version of it provided
RED AIDS RIBBON within the Brand Kit. You will also see
examples in these Brand Guidelines
of how the red ribbon has been used
already. If you need advice on how to
use the red ribbon please get in touch
with the communications team.

4
Mildmay Brand Guidelines
Typeface
futura bold
futura Medium
futura LIGHT
futura
A modern classic typeface, we have
chosen Futura as our corporate font.
We hope this will help us maintain
consistency in font use across all
Mildmay printed materials.
Futura Bold (Futura Medium on some
PCs) is used for major headings,
Futura Medium can be used for
introductions and Future Light for text.
Kerning 100
Kerning 50
Kerning 50
Century gothic
However, not all computers will be
equipped with Futura fonts. If this is
the case, you should use the Century
Gothic font family instead – it looks
very similar to Futura and everyone
should be able to access it.
The fonts mentioned below are the
only fonts that should be used in
official Mildmay printed material
from December 1, 2010, onwards.
This includes formal documents
and letters as well as marketing
material. You can continue
to use other fonts in informal
communications and in electronic
documents such as emails.
B r adl e y Hand I TC
Bradley Hand ITC – also widely
available – can be used as a
highlight font. For example to
distinguish straplines from body
copy.
5
 Mildmay Brand Guidelines
Colour Palette

CORPORATE, EUROPEAN PROGRA MMES & GENERAL USE Part of the new, strengthened
Mildmay International brand is the
pantone pantone pantone
PM S 3 4 7 C PMS 369 C PMS 7408 C new ‘Mildmay green’. This is our
main corporate colour and should
CMYK CM YK C MY K be used as such.
C 1 0 0 M2 0 Y1 0 0 K0 C7 0 M0 Y1 0 0 K0 C0 M30 Y100 K0
As you can see, we now have a
R GB RGB RGB
R0 G1 2 8 B5 3
vibrant range of complementary
R 8 7 G1 7 1 B3 9 R 250 G187 B0
colours that can be used with our
main corporate colour.

fundraising If you look at the Support Us section

of our new website you will see
pantone pantone
Process Cyan PMS 3015 C
how the two blue shades can be
used alongside the green.
CMYK CM YK
C 1 0 0 M0 Y0 K0 C 1 0 0 M50 Y0 K0 Equally, you will see the use of
orange and red demonstrated to
R GB RGB
good effect on the African pages of
R0 G1 5 8 B2 2 4 R 0 G1 0 6 B1 7 9
the website.

african PROGRAMMES
pantone pantone
PM S 4 8 5 C P M S 1 58 C

CMYK CM YK
C 0 M1 0 0 Y1 0 0 K0 C 0 M7 0 Y1 0 0 K0

R GB RGB
R2 2 6 G 0 B2 6 R 2 3 5 G1 0 5 B1 1

6
 Mildmay Brand Guidelines
Publicity Mark 2 colours

Whenever possible the Publicity

Mark should be displayed as shown
in these guidelines, preferably in
two colours.

It should always ‘bleed’ off the

bottom left hand corner of the
design area, in the exact position
and in the correct colours as shown
on this page.

Artwork and a construction grid

for large sizes are available in the
Brand Kit on the website

COR PORATE, fundraising african PROGRAMMES

EUROPEAN PROGRAMMES
& GENERAL USE

7
 Mildmay Brand Guidelines
Publicity Mark Single colour

When it is not possible or practical

to use the Publicity Mark in two
colours, a tint of the main colour
may be used.

It should also ‘bleed’ off the bottom

left hand corner of the design area,
in the exact position and in the
correct colours as shown on this
page.

Artwork and a construction grid

for large sizes are available in the
Brand Kit on the website.

COR PORATE, fundraising african PROGRAMMES

EUROPEAN PROGRAMMES
& GENERAL USE

8
 Mildmay Brand Guidelines
Straplines

Here is a list of Mildmay Straplines and slogans, for example,

A world in which everyone
as recently drifted
straplines that have recently been
Ho w y o u c a n par t ner wi tH M i ldMay

dir ect pro ject su ppo r t with HIV can have

‘HIV is still here, and so are we’ ,are
en found and the
used and have
Your company can help worked well.
us increase our impact in targeted areas of our work. You
can choose to support a specific project relevant to the nature of your business and
life in all its fullness an excellent way to convey strong
You can use any of these in the
your marketing priorities. Mildmay International projects also offer a number of
attractive naming opportunities.
MildMay
messages quickly and effectively.
material that you produce.
Vo lun t eer in g
The corporate sector is full of individuals with valuable specialist skills and
INTERNATIONAL
If you would like to generate your
experience. By giving your time and transferring your skills to us, you can use your

0 people every
• B ringing hope to those in the
business expertise to help us achieve better leverage and help people living with HIV enG aG i nG Bu Si neS SeS own straplines and slogans that are
while bringing benefits to your employees.
i n tHe GloBal reSpo nSe
greatest need
S t af f f un dr aisin g
to Hi V more specific to what you are doing,
By supporting your staff in fundraising efforts for Mildmay you will develop motivated

e infected with
and engaged teams who work together for a common cause, improve awareness
around HIV and develop the personal and professional skills of your employees.
IMP ROV IN G HE A LT HCA RE , or are in a different language,
T RA N SFORMIN G L IV E S
please contact the communications
• Committed to clinical excellence
Bene f i tS t o y o u r Bu Si neSS

ng with HIV, Your association with our work will have a positive impact on a local cause as well as team first.
st 10 years and internationally.
quality care
Mildmay’s
is based in Shoreditch.
UK rehabilitation unit – the only one of its kind in Europe –

Partnering with Mildmay International will provide exposure to other firms as we

V in the UK do promote our work – and HIV awareness – in the City.
Association with the Mildmay brand holds a number of advantages – we work with
• Because
the NHS and aHIV
number ofisgovernments,
about life,
and our name andnot second to
reputation are
none in the countries where we work – UK, Uganda, Tanzania, Kenya, Zimbabwe,
nfected with HIV
about death
Rwanda and Ukraine.
We would like to thank you for helping us make a real difference in the lives of
thousands of men, women and children infected and affected by HIV.

to find out more about corporate partnerships with Mildmay

th crisis. • Investing in children’s health,
international contact:

self.’ Joanna Heywood mildmay.org

ary-General. investing in the future
Head of Fundraising
A company limited by guarantee
T +44 (0) 207 613 6334 Registered Company No 1921087
E joanna.heywood@mildmay.org Registered Charity No 292058

• Reaching out in faith to those in

This material is kindly sponsored by The Royal Bank of Scotland Group

need

• A world in which everyone

living with HIV can have life in
A world in which everyone
all its fullness with HIV and AIDS can have
life in all its fullness
• Improving health systems,
changing lives

9
 Mildmay Brand Guidelines
Stationery Letterheads

Within your brand kit you will find

A Person Mildmay International A Person Mildmay International
our newly designed stationery.
Company Name
1 Street Name
Austin Street
London E2 7NB
Company Name
1 Street Name
Milmani Area, Cotu Road,
Off Riddoch Road, The next time you need to order
stationery, you should use the
Name of City United Kingdom Name of City PO Box 3202-40100,
County BN1 3AB County BN1 3AB Kisumu, Kenya
T +44 (0) 207 613 6300

designs included in this kit. Please

Country Country T +254 57 2024172
F +44 (0) 207 613 6329
M I LD M AY E info@mildmay.org M I LD M AY F +254 57 2022755
Your Ref: ABC/DEF Your Ref: ABC/DEF
INTERNATIONAL
Our Ref: GHI/JKL www.mildmay.org
INTERNATIONAL
Our Ref: GHI/JKL
E info@mildmay.org
www.mildmay.org
use up existing stocks first.
27 September 2010 27 September 2010

Letterhead
The letterhead is provided in three
formats :
Dear Sir / Madam Dear Sir / Madam

Typing style for correspondence
The new stationery has been designed to accommodate a letter typed in this style and
certain features are pointed out so that the style is maintained.
The top of the address should line up with the Mildmay address. The references should
be typed underneath, with a line space separating them from the address with the date
below them, also separated with a line space. The address should be a maximum of six
lines ensuring it is correctly positioned if a window envelope is used.
Typing style for correspondence • A pdf that can be used to show
The new stationery has been designed to accommodate a letter typed in this style and
certain features are pointed out so that the style is maintained.
your printers how the final product
The top of the address should line up with the Mildmay address. The references should
be typed underneath, with a line space separating them from the address with the date
should look.
below them, also separated with a line space. The address should be a maximum of six
lines ensuring it is correctly positioned if a window envelope is used.

The salutation should be typed starting on the dot provided, 54mm from the left and The salutation should be typed starting on the dot provided, 54mm from the left and • An Adobe InDesign template that
104mm from the top of the letter, with the subject heading below, separated by one line 104mm from the top of the letter, with the subject heading below, separated by one line
space in bold. Paragraphs should also be separated by one line space and not indented. space in bold. Paragraphs should also be separated by one line space and not indented. can be given to printers for them to
Spacing after punctuation marks should be standardised at one space after a comma,
semi-colon, colon and full stop.
Spacing after punctuation marks should be standardised at one space after a comma,
semi-colon, colon and full stop. format the letterhead with your own
The subscription should start at the left-hand margin, with the name of the writer typed
seven lines below in bold, followed by their job title, giving room for the signature.
The subscription should start at the left-hand margin, with the name of the writer typed
seven lines below in bold, followed by their job title, giving room for the signature. information (address details etc)
Your sincerely, Your sincerely,

• A Microsoft Word template is

also provided so that stationery
Fi McLachlan Steve Adudans
can be produced on your own PC,
particularly for electronic files such
Chief Executive Director

as email attachment.

Mildmay International Mildmay International

Registered in the UK Registered in the UK

‘A world in which everyone with HIV and A company limited by guarantee

Company Registration No 1921087
‘A world in which everyone with HIV and A company limited by guarantee
Company Registration No 1921087
AIDS can have life in all its fullness.’ Registered Charity No 292058 AIDS can have life in all its fullness.’ Registered Charity No 292058

A4 letterhead (UK) A4 letterhead (Kenya)

10
Mildmay Brand Guidelines
Stationery Business Cards & Compliment Slips

When you need new business cards

Mildmay International
and compliments slips there are two
Austin Street options available to you.
London E2 7NB
United Kingdom
T +44 (0) 207 613 6300 • One option is that you provide
F +44 (0) 207 613 6329 your local designer or printer with the
MI LD M AY E info@mildmay.org
Adobe InDesign file and pdf included
INTERNATIONAL www.mildmay.org
in the Brand Kit and ask them to edit
the files with your information.

‘A world in which everyone with HIV and
Mildmay International
• The second option is for you send
Registered in the UK
requests for new business cards and
A company limited by guarantee

AIDS can have life in all its fullness.’

Company Registration No 1921087
Registered Charity No 292058
compliments slips directly to the
Mildmay communications team in
London.
compliment slip
We can quite easily provide a
completed pdf of artwork that can go
straight to your local printer.

Chris McWilliams
Head of Communications

MILD M AY
INTERNATIONAL T +44 (0) 207 613 6321
M UK +44 (0) 7793 535435
E chris.mcwilliams@mildmay.org
www.mildmay.org

Austin Street
London E2 7NB
United Kingdom Registered Charity No 292058

business card

11
 Mildmay Brand Guidelines
Corporate Leaflets

In recent months, a distinct family

of Mildmay marketing material has
started to emerge from our various
programmes.
A world in which everyone
cently drifted with HIV can have Examples of these leaflets, and
und and the
life in all its fullness several fantastic Microsoft Word
templates which allow you to easily
M I L D M AY
INTERNATIONAL
create your own DL and A5 leaflets
ople every whenever you need them and at
H I V I S S TI LL HER E, zero design cost, can be found in
ected with AND SO ARE WE the Brand Kit.
H O W YO U R S U P P O R T C O U L D
Adobe InDesign templates and pdfs
H ELP U S D O MU C H MO R E
with HIV,
0 years
for DL, A5 and A4 leaflets are also
included in the Brand Kit for you to
the UK do give to your printer.

It is important that we use

ed with HIV these standard layouts to help
ensure consistency and build a
recognisable Mildmay International
u can
draising brand.

ee
There may be times, however,
087
when the standard design is not
appropriate. In this case we ask
that you always work with the
nd Group communications team to produce a
new design that is in keeping with
the new brand.

12
 Mildmay Brand Guidelines
Corporate Leaflets

MIL D M AY I n t e r nAt I o nA L For information about the clinical A world in which

Mildmay International is a British faith-based charity
pecialising in HIV and AIDS care, training and
ervice development in the UK and sub-Saharan
Africa and other resource-limited settings.
A world in which
Originally founded in 1866 to tackle the cholera
epidemic in London’s East End, Mildmay has everyone
been with
providing care for people living with HIV forHIV
morecan have
han 20 years.
life in all its fullness
n 1988, we responded quickly to the escalating
M I LD
crisis, opening Europe’s first M AY AIDS hospice
dedicated
n London. Mildmay International was soon called to
INTERNATIONAL
extend its expertise to the areas of the world worst
affected by HIV and AIDS. We now have programmes
t he c h AngIng
n countries across sub-Saharan Africa and also work London E2 7NB
n Eastern Europe. FAc e oF h IV
www.mildmay.org
Our vision is of a world in which everyone with HIV
can have life in all its fullness. MI LDM AY U K
R e s p o n d ing to A company limited by guarantee
MIL D M AY U K H i V- Re l at e d
Today, Mildmay UK is Europe’s only specialist
n e u R oc o g n i t iV e
i m pa i R m e n t
ehabilitation centre for people with HNCI (HIV-
elated neurocognitive impairment). Our expertise
n the field is recognised internationally.
Our unit in East London, currently offers in-patient care
or 16 patients, day services for 60 clients providing
programmes to help people continue living well in
heir own home and training and awareness-raising
around HNCI.
Care is holistic and tailored to individuals, who
often have very complex needs. Our rehabilitation
programme aims to enable a person to live life to
heir maximum potential.
Mildmay UK also offers assessment and rehabilitation
programmes for other complex cases of HIV, targeted
upport programmes for those with significant
problems in taking medication, and psychological
upport for those with mental health problems.
work of Mildmay UK contact us on: everyone with
T 020 7613 6300 HIV can have
F 020 7729 1896
lifeLDin
MI all its fullness
MAY
E simon.rackstraw@mildmay.org INTERNATIONAL
M I LDM AY
If you would like to support the
INTERNATIONAL
work of Mildmay UK contact us on:
WhAt Is hncI? WhAt Are the sYMptoMs? WhAt cAn be Done?
T 020 7613 6311
F 020 7613 6329
t h e c h An g I n g
HIV-related neurocognitive impairment (HNCI) is the The symptoms of HNCI can vary massively from Although there is no cure for HIV, recovery or partial
E info@mildmay.org FAc e o F h I V
name given to a wide range of symptoms that affect person to person. They can include: recovery from HNCI is possible.
the ability of a person living with HIV to function in
• confusion and disorientation Mildmay UK currently runs Europe’s only specialist
their everyday life.
M I L D M AY U K HNCI rehabilitation unit. The centre combines cutting
MIL D M AY UK
• lack of coordination, clumsiness, unsteadiness edge medical and nursing care with a wide range of
Austin Street Responding to
WhAt cAUses hncI?
HiV-Rel ated
and mobility problems rehabilitative therapies in a holistic model.
It can be caused by the direct impact of HIV on the
n euRocogn itiVe
• loss of daily living skills (e.g. the ability to dress Mildmay UK’s unique service includes counselling,
brain or by ‘opportunistic’ infections (infections that yourself or make a cup of tea) occupational therapy, dietetics, physiotherapy,
im paiRm
can en t people have a weakened immune
occur when speech and language therapies and mental health
system). • depression, mood swings and uncharacteristic
support to address the complex needs of people
behaviours
living with HNCI.
Registered Company No 1921087 HNCI is usually found in those with high viral load
Registered Charity No 292058 • speech and language difficulties
and/or a low CD4 T-cell count (two measures used Alongside our programme of rehabilitation, and the
to indicate the progression of HIV) and typically in multidisciplinary approach to restoring social skills,
• loss of short-term memory
those who have been living with HIV for an extended we provide a supervised adherence programme that
period or have been diagnosed late. • difficulty in evaluating risk and danger reflects the importance of sticking to antiretroviral
medication regime for someone living with HNCI.
HNCI can be both prevented and treated through • frustration and concentration problems This approach has proved highly effective, with 40
a combination of antiretroviral drugs. In order to be per cent of those admitted to our centre able to return
effective, it is necessary to take all the doses of the • loss of ‘self’
to independent living.
drugs as prescribed. It is often those people who
• inability to make decisions Since opening Europe’s first specialist AIDS hospice
either haven’t ever taken antiretroviral drugs, or
who haven’t been able to take them as prescribed Many of these symptoms can affect a person’s in 1988, Mildmay has always been at the forefront
that begin showing the symptoms of HNCI. ability to take care of themselves, and also make of pioneering HIV care. It was through its early work
in palliative and end of life care that Mildmay began
it very difficult for them to take their medication
to see a need to develop services for people showing
correctly. This in turn can compound the problems
signs of HIV related brain impairment.
of HNCI, causing a vicious circle.
As medication and survival rates have improved,
Mildmay UK’s focus has shifted away from end of life
care to a more structured programme of rehabilitation
to help people with HIV-related cognitive impairment
to relearn the skills they need to care for themselves.

mm vienna6.indd 2 9/7/10 19:43:46

13
 Mildmay Brand Guidelines
Corprate Leaflets – A5, 6 pages (front & back covers)

A world in which everyone Hi V today How you can partner wit H Mild May

with HIV can have The AIDS epidemic once received huge international attention but has recently drifted direct project suppor t
down the public agenda with many people believing a cure has been found and the
. You life in all its fullness problem is going away. However, some critical facts remain:
Your company can help us increase our impact in targeted areas of our work. You
ss and can choose to support a specific project relevant to the nature of your business and
r of your marketing priorities. Mildmay International projects also offer a number of
MildMay attractive naming opportunities.
Mild May
INTERNATIONAL Volunteering INTERNATIONA
The corporate sector is full of individuals with valuable specialist skills and
e your experience. By giving your time and transferring your skills to us, you can use your
with HIV en Ga Gin G Bu SineSS eS business expertise to help us achieve better leverage and help people living with HIV

5,500
HIV continues to kill around 5,500 people every
in tH e G loBal reS ponSe single day
while bringing benefits to your employees.

Staff fundraising
motivated
to H iV By supporting your staff in fundraising efforts for Mildmay you will develop motivated
ness and engaged teams who work together for a common cause, improve awareness
ees.
I M P R O V I N G H E A LT H C A R E ,
TRANSFORMING LIVES 1,000 More than 1,000 children become infected with
HIV every day
around HIV and develop the personal and professional skills of your employees.

Benefit S to your B uSine SS

77,000
as well as In the UK, 77,000 people are living with HIV, Your association with our work will have a positive impact on a local cause as well as
Europe – a figure that has doubled in the last 10 years internationally. Mildmay’s UK rehabilitation unit – the only one of its kind in Europe –
is based in Shoreditch.
s we Partnering with Mildmay International will provide exposure to other firms as we

1 in 4 One in four people living with HIV in the UK do promote our work – and HIV awareness – in the City.
rk with not know they are infected Association with the Mildmay brand holds a number of advantages – we work with
cond to the NHS and a number of governments, and our name and reputation are second to
abwe, none in the countries where we work – UK, Uganda, Tanzania, Kenya, Zimbabwe,

34 million Globally, 34 million people are infected with HIV Rwanda and Ukraine.
of and only a third receive treatment We would like to thank you for helping us make a real difference in the lives of
thousands of men, women and children infected and affected by HIV.

to find out more about corporate partnerships with Mildmay

international contact:
‘AIDS is far more than a health crisis.
It is a threat to development itself.’ Joanna Heywood mildmay.org
Kofi Annan, former United Nations Secretary-General. Head of Fundraising
A company limited by guarantee
T +44 (0) 207 613 6334 Registered Company No 1921087
E joanna.heywood@mildmay.org Registered Charity No 292058

oup This material is kindly sponsored by The Royal Bank of Scotland Group

14
Mildmay Brand Guidelines
Corporate Leaflets – A5, 6 pages (inside)

Mild M ay
INTERNATIONAL

‘Olympus KeyMed wants to put something back into the community in a positive
sense and that’s why the company supports Mildmay International in both a practical
and financial way.
wH y work wi tH M i l dM ay internati onal ?
There is a growing recognition in the private sector of the benefits of businesses
playing a more active role in the social and economic development of the
communities in which they work.
we restore total independence to almost half of our UK patients thanks to
our unique programme of rehabilitation.
we care for children living with HiV by providing specialist medical
support where it is most needed.

‘With HIV and AIDS continuing to devastate many lives around the world, the
excellent care, treatment and counselling Mildmay provides to children and adults
living with HIV and AIDS is second to none. It is because of Mildmay’s great work,
that thousands of people are able to lead a more fulfilling life.’
Luke Calcraft
Corporate Director, Olympus KeyMed
Promise and her family live at the end of
a muddy road near Mount Kilimanjaro,
Tanzania. Her mother and father have
HIV – so does her brother Anthony. But
Promise doesn’t.
Governments in the US, UK and Europe as well as major institutions such as the we prevent the spread of HIV from mothers to their children, which currently
Global Fund and the Bill & Melinda Gates Foundation are supporting this public- affects half a million children every year.
private partnership agenda.
As businesses increase their support for social development programmes, Mildmay Danice is a Kenyan healthcare worker.
is seeking to engage with the private sector to develop strategic, impact-driven He travels many miles every day
initiatives in the fight against HIV and AIDS. searching for those who don’t keep up
their HIV treatment. He understands
Partnering with us is not only a good community investment, it also makes good the stigma which prevents people from
business sense. It provides opportunities for your company to work alongside other accessing treatment openly – he is HIV
businesses, public sector organisations and governments, and brings exposure to positive too. Mildmay International has
potential new markets in regions where the Mildmay International brand is strong. trained Danice in communication and
counselling, giving him skills which help
Working together we can identify opportunities and goals to build a successful
him to convince more of those he tracks
partnership.
down to stick to their HIV drugs and turn
their lives around – just like he has.
our work

Promise’s mother is among many women
supported by Mildmay International
through pregnancy, birth and a child’s
early years, receiving the right drugs,
counselling and support they need to
prevent them passing on HIV to their
children.
Mildmay International, an HIV pioneer from the outset, is dedicated to delivering
wHy in VeSt in u S?
quality and cost efficient HIV care, treatment and training in the UK, Africa and
Eastern Europe. • We are committed to sustainability, • We demonstrate best practice in HIV
aid effectiveness and capacity palliative care and paediatric care
we train, develop skills and build capacity at all levels – from senior
building
government officials in Rwanda to Kenyan prison warders, community healthcare • We are leaders in health systems
workers in Zimbabwe to drug rehabilitation teams in Ukraine. • We deliver a targeted response strengthening
to HIV, backed up by 22 years of
we treat by providing palliative care and antiretroviral medication to keep people • We are pioneers in HIV rehabilitation
experience and expertise
alive and living well. • For every £1 we receive, 85p is
• We develop home-grown solutions,
we improve healthcare services in partnership with ministries of health, and spent on the ground delivering our
actively encouraging local ownership
many hospitals, clinics and projects. charitable objectives
and empowerment

15
 Mildmay Brand Guidelines
Photographs
Photographs are a powerful tool
and can add real impact to a
document or presentation. It is
important, however, that they are
used correctly.
When choosing photographs it is
critical that the electronic file is big
enough to ensure adequate quality.
The electronic file size you need
depends on how big the photo will
appear in the final product – the
bigger the photo, the bigger the file
size you need.
A rough guide is that photographs
with a file size of more than 1MB
will be large enough for most
correct cropping bad cropping & distortion documents you will be producing.
& no distortion Photographs under 350KB should
not be used in printed material.
Be guided by the designers and
printers you work with.
When placing a photograph into
a document it is important not to
distort the image by stretching the
photograph to fit a gap. It is better
to crop the photograph to the
appropriate shape than to try and
stretch it into place. If the photo
cannot be cropped enough to fit a
gap, change the space into which
you are putting the photograph
rather than changing the image.
When selecting a photograph, a
good starting point is choosing one
that has an impact on you.
Crop photographs so that the
most important aspect of the
photograph is the focus of the
image. If, for instance, you are
using a photograph of a client or
staff member but there are a lot
of people milling around in the
background or they are in a wide
open and not very interesting
space, crop the picture so that it is
only the main subject in shot.
When taking a photograph, play
around with the composition. Move
people around to create an image
you find interesting. Try not to put
people in a line-up as this makes
for dull photographs. Best advice
is: get in close and get creative.
16
 Mildmay Brand Guidelines
Press Release & Newsletter
MILDMAY
NEWS
M I LD M AY
INTERNATIONAL
Issue 42 27 September 2010
‘A world in La conulluptate modigna faccum vel elese
which everyone
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vullam, consequ ismolorero essent acilis eui
with HIV and
AIDS can have
blam ipsum dolutpat wismod dip essequis.
Agnis num zzriliquat. Lenit, sequat,
life in all its venim quat veliquat iriurem vulla feugue
fullness.’ mincidunt iure dit vel ing ea coreetum
vent lorem qui blan ulput lore vulla
feugiamconum dolortie tatinciduis nibh
el el exercip eugait num volortion volum
vulla faccumm olorero dolore eumsand
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autatis alissi tem incipsum amconsecte
dolore tionulput vullam iurem in et, quat. Ut
nim dunt volore ex elit praestio commodo
lorperi liquat. Lut autat volortisi enisi.
Ure conulput praesto odit laore ver ipit
dit, quamcommy nim ip et alit iure te min
volutet vullamet nulputet lut nostrud el
illamet, con vel delis nos nibh et nonsenim
doloborperci blam ulluptat augueraessi
amet, nullaor alis aliquat dolesed modiate
hendiatie min et nim alit, sum nulputatet,
vel dolorerosto erilis nonsequat. Minci ese
erostrud min eugueros adit auga.
it non ullandrem quipis delit nonsequat,
sed essim zzrillan vel dit wis dunt adio
odolor suscipsusto odolore ming ex et
irillum doloreet dolesnibh eu faccum er
amconummod modolorero odipit praessi
er sismolore conullam nostrud tem incilit.
la faccums andipsusting et volenisl
iusto odolobo rtionsent lum vel dionsed
miniamet, conumsandre mod ea faccum.
Ugue facil dolore magna feuis ad diat, sum
venim dolor sum del dolorpe rcidunt.
Et la con volobore dit velesequis diat, suscipis eugait aliquam
Mildmay Mission Hospital Registered in the UK A company limited by guarantee
Company Registration No 1921087 Registered Charity No 292058
Mildmay International
Austin Street
London E2 7NB
T +44 20 7613 6300
F +44 20 7613 6329
E info@mildmay.org
www.mildmay.org
dolenis nullamc ommodiatin utat alit,
cortie feugue tetummo dolortie er irit,
velisisis nim nim quat at vendre tem zzrit lor
iriliquat, consequat. Nullute molore delisis
nit facidunt ipsum ea at, sumsandre do er
sit num eraessi eniat lutpat. Esto dit aliquis
accummo dolore dunt ing euiscilis ea
commod te con.
Obore minciduis acil et loborem
aliquipsusto od mincilit delese corem qui
ea feugue con eugait zzrilis nosto etue
facil utpat, core tis nim vercin augue tat
velis alisim volenim nit vercilit adiat esequat
dolor iriuscidui te tie dipsusci blaor sequam
dit dolore euismodolore te feuip exeril
dolum quis nibh ea facilit lum vel ea alit,
quam iureros ad euis aliquatin.
dionse verc diam zzrit wis dolobortissi
eros non ullan velit luptatet, sed eliquis
aliquatue ming eu feummy nullutpat,
con heniat, venis alisit am vullaor alit wisl
feu feummy nullandiam, sim ing et, si
endreraessim iusciliquisl.Deliquam corperc
incing eriure magniamet augueriure
feugiam nostisim dit venisl irit praestrud tem
vulluptat. Duis autpat.
Et lor in exer incipsustrud molore cor
iureet acinibh ex enissequatum volorerilis
eum euis augue dignim zzriure molor sum
sequipEros nonse dolobortinci te dolesti
onsequisit vullaore eu feugiam ip ero
esequatuerat nonsed tis dolore veliquam
augait wisi tionullamcon vero eugiat il
dolorper susto odipis dolute euip et volore
mod erostrud tate verostinis acil elessi.
Ibh exerit wissequatum amconsed tinci ea
aute vulputet, vel ea feumsandre dolor.
Adobe InDesign templates that can
be given to printers for them to
MILDMAY
Mildmay International
Austin Street
London E2 7NB
format with your own information, are
available for both press releases and
T +44 20 7613 6300
Press Release F +44 20 7613 6329
E info@mildmay.org newsletters.
M I LD M AY www.mildmay.org
INTERNATIONAL 27 September 2010
Microsoft Word templates are also
‘A world in La conulluptate modigna faccum vel elese volore enim ip endrem in henibh etum vullam,
which everyone
consequ ismolorero essent acilis eui blam ipsum dolutpat wismod dip essequis.
provided so that press releases and
with HIV and
AIDS can have
Agnis num zzriliquat. Lenit, sequat, venim quat veliquat iriurem vulla feugue mincidunt
iure dit vel ing ea coreetum vent lorem qui blan ulput lore vulla feugiamconum dolortie newsletters can be produced in-house
on your own PC.
tatinciduis nibh el el exercip eugait num volortion volum vulla faccumm olorero
life in all its dolore eumsand iamconsectet wisl ipismol esequis alit amet autatis alissi tem incipsum
fullness.’ amconsecte dolore tionulput vullam iurem in et, quat. Ut nim dunt volore ex elit praestio
commodo lorperi liquat. Lut autat volortisi enisi.
Ure conulput praesto odit laore ver ipit dit, quamcommy nim ip et alit iure te min volutet
If you are planning any contact with
vullamet nulputet lut nostrud el illamet, con vel delis nos nibh et nonsenim doloborperci
blam ulluptat augueraessi te eugait pratue ex ex eugait in utpat amet, quiscin henim the media it is important to let the
communications team know as soon as
quam, velis adiam velenim nullaor alis aliquat dolesed modiate ea conse ming ea ad exer
ilit inci tin hendiatie min et nim alit, sum nulputatet, vel dolorerosto erilis nonsequat. Minci
ese erostrud min eugueros adit auga.
it non ullandrem quipis delit nonsequat, sed essim zzrillan vel dit wis dunt adio odolor
possible.
suscipsusto odolore ming ex et irillum doloreet dolesnibh eu faccum er amconummod
modolorero odipit praessi er sismolore conullam nostrud tem incilit ute molum nos.
Et la con volobore dit velesequis diat, suscipis eugait aliquam dolenis nullamc ommodiatin
utat alit, cortie feugue tetummo dolortie er irit, velisisis nim nim quat at vendre tem zzrit lor
iriliquat, consequat. Nullute molore delisis nit facidunt ipsum ea at, sumsandre do er sit num
eraessi eniat lutpat. Esto dit aliquis accummo dolore dunt ing euiscilis ea commod te con.
Obore minciduis acil et loborem aliquipsusto od mincilit delese corem qui ea feugue con
eugait zzrilis nosto etue facil utpat, core tis nim vercin augue tat velis alisim volenim nit
vercilit adiat esequat dolor iriuscidui te tie dipsusci blaor sequam dit dolore euismodolore
te feuip exeril dolum quis nibh ea facilit lum vel ea alit, quam iureros ad euis aliquatin.
dionse verc diam zzrit wis dolobortissi eros non ullan velit luptatet, sed eliquis aliquatue ming
eu feummy nullutpat, con heniat, venis alisit am vullaor alit wisl etum eu feu facil iliquat
nullut doluptate feu feummy nullandiam, sim ing et, si endreraessim iusciliquisl.Deliquam
corperc incing eriure magniamet augueriure feugiam nostisim dit venisl irit praestrud tem
vulluptat. Duis autpat.
Et lor in exer incipsustrud molore cor iureet acinibh ex enissequatum volorerilis eum euis
augue dignim zzriure molor sum doloreet iure feugiam vulpute modoles sequipEros nonse
dolobortinci te dolesti onsequisit vullaore eu feugiam ip ero esequa vero eugiat il dolorper
susto odipis dolute euip et volore mod erostrud tate ve.
Mildmay Mission Hospital Registered in the UK A company limited by guarantee
Company Registration No 1921087 Registered Charity No 292058
17
Mildmay Brand Guidelines
Door Signs & Receptions

The signs at gateways and at

Austin Street
London
the main entrances to any Mildmay
E2 7NB building, as well as those in reception
areas and the appearance of those
reception areas, create the first and
often a lasting impression on visitors.

Signs should be professionally

designed and manufactured.

If it is not possible to use Mildmay

green as the background colour a
neutral material such as aluminium or
stainless steel may be used.

When commissioning significant

signage you should always work with
the communications team to produce
designs in keeping with the Mildmay
brand.

Reception

18
Mildmay Brand Guidelines
Special Events & Programme Specific Branding

It is possible to adapt the Mildmay

brand to give an individual
INVESTING IN INVESTING IN
CHILDREN’S HEALTH
M I L D M AY programme, project or event a
CHILDREN’S HEALTH INVESTING IN
THE FUTURE
INT ERNAT IONAL

distinct look and feel.

INVESTING IN
M I LD M AY This can include giving a project a
THE FUTURE INTERNATIONAL
specific name like Boresha (shown
in the examples here) and creating
a specific strapline and artwork for
associated publicity and marketing
B O RE S H A A MILDMAY PR OGR A MME materials.

If you wish to do something similar

with a project or event please
contact the communications team
M ILD M AY MI L D MAY and we’ll discuss what’s possible.
INTERNATIONAL INTE RNATIO NAL

M I L D M AY
INT ERNAT IONAL

B O RE S H A A MILDMAY P R OGR A MME

b o rBesha
ORESHA BORESHA
A M ILDMAY PROGRAM ME
A MI LD MAY P R OG R A M M E A MILDMAY PROGRAMME

19
Mildmay Brand Guidelines
Special Events & Programme Specific Branding

20
Mildmay Brand Guidelines
Promotional Items

The Mildmay brand should be used

correctly when producing various
promotional materials.

On a red ribbon we have included

M I LD M AY
INTERNATIONAL the Mildmay web address. This is a
useful way to drive people to our
website, where they can find out
more detailed information about our
work.

On a t-shirt we have used the

the logo and a strapline to
communicate an important message.

21
Mildmay Brand Guidelines
A Living Document
In the coming weeks, we will be
adding further material to this
Brand Guidelines document.
So please periodically check
the document posted on the new
website to make sure you have the
latest version.
This new material will include:
1. Forms & Documents
There will be examples in the
Brand Kit to show how you to
adapt forms or documents sent out
3. Videos
externally by Mildmay, or used in
your day to day work.
Generally, adapting forms will just
mean replacing any old Mildmay
logo with the new version and
ensuring you are using the correct
fonts and colours.
2. PowerPoint Presentations
PowerPoint Presentations are used
across Mildmay International
programmes – some would say
too often – and are a significant
aspect of our public-facing work.
Therefore, it is very important that
they are consistent throughout our
programmes.
There will be two PowerPoint
templates available that should be
used for all presentations.
The templates contain advice on
how they should be used but if
you need any help putting together
presentations please get in touch
with the communications team.
Videos are a very powerful way to
communicate our message.
The communications team have a
number of general videos that are
available for use but if you wish to
put together a video that is focused
more specifically on your work,
please get in touch with us.
There are many ways that we can
help.
4. Vehicle Livery because everyone visiting the
building sees them.
Vehicles, particularly minibuses,
are large, very visible moving
It is therefore very important to
advertisements for Mildmay.
get professional help for all major
signage projects.
It is important to get professional
help for all new vehicle livery.
We ask that you always work
with the communications team to
You should always work with
produce sign designs in keeping
thecommunications team to
with the new brand.
produce designs that effectively
reflect the new brand.
3. Further Information on
Signage
These are usually expensive,
‘one off’ items, which must be
carefully planned and designed in
advance.
Because they are often quite
large, particularly if they are used
to identify a building, they are
also very visible.
A building sign and particularly
signs in reception areas, if badly
designed and produced, can
easily damage a Mildmay’s image
22