Branding Guidelines a

May 2008

ACT ON CO2
It’s time to act together.
Using the brand
1 2
These guidelines explain how to use the
ACT ON CO2 identity and show how it can
be used to lead a campaign. Additional
sections show how ACT ON CO2 can work
with an existing campaign or link with a
partner organisation.
The guidelines
These are for everyone who wants
to use the ACT ON CO2 brand.
They introduce the brand identity,
values and tone of voice, and
show the visual elements of the
brand and how it can work as an
integrated campaign.
Working with an
existing campaign
This is when the ACT ON CO2
logotype is used as a call to
action signature on an existing
communication or campaign.
The visual style of the campaign
is very likely to be different
from the style of ACT ON CO2
communications, but is a way
of showing that ACT ON CO2
is endorsing the campaign or
initiative. This is suitable for delivery
bodies and some government
departments.
b
3
Partnership activity
This section is for organisations that
partner government departments,
such as a commercial company
or the third sector (voluntary or
community groups). It provides
guidance on how a partner can
use the logotype on its own climate
change initiatives to show its support
of ACT ON CO2, accompanied by
a line such as ‘[name of partner]
supporting ACT ON CO2’.
Contents c

The guidelines Working with an existing campaign

02 What is it all about? 15 Supporting action to reduce carbon
03 How to use the guidelines and getting emissions
help from the steering group
04 The brand, the vision and the values Partnership activity
05 Tone of voice 17 Partnerships: working together to
06 The identity: logotype and colour reduce CO2
variations 18 Partnership objectives and criteria
07 Clear area and minimum size 19 Partnership process principles and
08 Don’t do this to the logotype contacts
09 Using the logotype on backgrounds
10 Imagery backgrounds
11 Typefaces
12 Photography and imagery
13 Leading actions through integrated
campaigns
 1
1

The guidelines
These are for everyone who wants to use
the ACT ON CO2 brand. They introduce
the brand identity, values and tone of
voice, and show the visual elements of
the brand and how it can work as an
integrated campaign.
What is it all about? 02

The ACT ON CO2 brand is at the heart of the

government-led strategy to persuade each
and every one of us in the UK to reduce our
carbon emissions.

ACT ON CO2 goes beyond increasing

awareness and influencing attitudes,
to encourage genuine, meaningful
behaviour change.

Government has developed ACT ON CO2

in direct response to the public’s desire
for clear leadership and responsiveness in
communicating about climate change.
ACT ON CO2 is simple, direct, relevant and
achievable. It is helping to coordinate
activities to achieve behaviour change
and is contributing to the UK’s international
commitment to reducing CO2.

In these guidelines you will find the principles

you need to communicate the brand and to
make sure that every communication about
ACT ON CO2 is as strong, influential and
persuasive as it can be.
How to use the guidelines Getting help from the steering group 03

For ACT ON CO2 to be a powerful and

effective brand with the potential to help
change people’s behaviour, it is vital that Gemma Regniez
Head of Brand Application & Landscape
Laura Durham
Transport Projects Team Head
it is communicated correctly. Consistency Management ACT ON CO2
Defra Marketing
Level 5, 76 Marsham Street
Great Minster House
really matters. 7C Nobel House
17 Smith Square
London SW1P 4DR
Tel: 020 79444384
London SW1P 3JR Laura.Durxxx@xxx.xxx.xxx.xx
Tel: 020 7238 1228
The following pages include guidance gemma.regniez@defra.gsi.gov.uk

on vision and values and how to apply the

ACT ON CO2 brand identity correctly.

For further information not covered in Dave Watson Laura Owen

these guidelines, please contact the Head of Publicity
CLG
Senior Strategic Marketing Manager
Communications Directorate
ACT ON CO2 steering group. 7th floor
Bressendon Place
Department for Business,
Enterprise & Regulatory Reform
London SW1E 5DU 1 Victoria Street
David.Wxxxxx@xxxxxxxxxxx.xxx.xxx.xx London SW1H 0ET
Tel: 020 7215 1843
laura.owen@berr.gsi.gov.uk

or
Maggie Hill
020 7215 1853
maggie.hill@berr.gsi.gov.uk

The government departments listed above are the

four key members of the ACT ON CO2 steering group.
If you need further guidance, contact the department
most relevant to your particular need initially.
The brand The values 04

A brand is made up of certain goals, Any brand communication should reflect

values and principles. The vision and
values guide how the ACT ON CO2
brand is expressed and how it behaves.
The vision
To convert
concern about
these values and be true to them.
Active
The ACT ON CO2 brand is
a call to action, creating a
real sense of urgency.
Personal
Our brand signifies that
reducing our carbon
Momentum
Starting with small positive
changes, our brand
encourages everyone to
feel that they have a vital
role on a journey towards
making a big difference.

climate change emissions is something that

everyone must take
into concerted personal responsibility for.
Brand values
positive action. Actions speak louder
than words
Clear conscience
Optimistic outlook
Uniting
The brand identity must unite
government, business and
individuals and give a sense of
all working together to create
synergies and critical mass
across all our communications.
Brand personality
Straightalking
Knowledgeable
Passionate
Tone of voice What we stand for 05

The way we communicate the What we are What we’re not

ACT ON CO2 brand is vitally
important, in the language we Action orientated Passive endorsement
use and the words we choose. Informed behaviour change Raising the problem

Tone of voice reflects the brand Explaining why Instructing what

values. In any communication Tangibility Abstract
consider how you reflect the
Encouraging Telling
tone of voice in the way you
write and design. In it for the long haul A quick fix
Prompt for good behaviour A punishment for bad behaviour
The tone of voice for ACT ON
Inclusive/unifying Niche
CO2 can be summarised as
that of a coach or mentor. Involved in shaping a better future Doom-mongerers

Don’t forget – when writing

about ACT ON CO2 please
use capital letters with
a subscript 2 at the end.
Consistency helps give the
brand more impact.
The identity 06
The logotype

This is the ACT ON CO2 logotype

Whenever ACT ON CO2 is used the

campaign or initiative must be about:
l climate change and carbon emissions;
and
l supporting behaviour change.

Colour variations

Full colour Two colour (cyan and black) Greyscale

Use this version wherever possible. Use this version when the If production constraints
print process requires the prevent the use of full colour,
logotype in colour but not use the single-colour version.
the full-colour version.

Generic identity Generic identity

Clear area Minimum size 07

ACT ON CO2 is intended to be an authoritative presence in a

complex communications environment. Always use the logotype at a
size that is in proportion with the scale of the communication. Further
guidance on proportion of logo to space is available in section two. 20mm

Even on very small

formats, never use the
logotype at less than
20mm wide as it will be
illegible.

The minimum proportion

of logo to standard space
sizes is outlined on page
15 and the logo should not
be used at a smaller size
than indicated.

Clear area
The logotype must always
have a clear area around
it to ensure clarity and
standout. The ‘N’ from
the logotype defines this
clear area, as shown
here. This is a minimum –
use more clear space
wherever possible.
Don’t do this to the logotype 8

Whenever you use the ACT ON CO2 DON’T change the

typeface or the scale of
DON’T change the colours
of the logotype. Only use
logotype, always ensure that original the elements in relation to
each other.
the specified versions as
shown on pages 7 and 8.
artwork is used. These are a few examples
of what shouldn’t be done to it...
there are many more. If in doubt, ask.

DON’T insert the DON’T rotate

brand within body text the logotype.
(please refer to page 5
for guidance on how to
present it in body copy).

Ullaore facing eugiam

iurem quipisit
praesenibh erostinim ercinis
ad tie essequat lobor.

DON’T change the DON’T use the blue circle

position of the elements and footprint element of
to create a single line. the logo in isolation
Using the logotype Solid-colour backgrounds 9
on backgrounds

A. B.
Whenever you use the ACT ON CO2 White is the primary background colour

logotype, always consider the background

it will appear on. It’s important that it
creates as much impact as possible.
Use the following examples to help you C.
choose which version of the logotype to
use to make sure that both the type and
the icon are legible. Consider the size at
which it will appear too to help you.
D.
Remember that the Government is
committed to creating accessible
communications to meet the needs of
a diverse audience.

A. B. C. D.
Primary background – Secondary background – Coloured background – Coloured background –
white black yellow red
Use the logotype on If a white background Use the logotype on light Use the reversed logotype
a white background is not available use the colours. on darker colours.
wherever possible. reversed full-colour version
on a black background.
Imagery backgrounds Don’t use these backgrounds 10

Note
Always ensure legibility
through contrasting logotype
and background.
E. G. I.

F. H. J.

E. F. G. I.–J.
Imagery Imagery No contrast Complicated images Always place the
Use the logotype on light- Use the reversed logotype Never use the positive Never use overly logotype on a clear
coloured images. on darker-coloured logotype on dark complicated background or a
images. backgrounds. backgrounds or images. designated clear area
of an image.
H. Never use images where
Lose icon parts of our logotype are
Always ensure not clearly visible.
backgrounds are a
contrast to the icon colour.
Typefaces
Typography plays an important role in
building a consistent identity. Used properly,
it will automatically be associated with the
ACT ON CO2 campaign. There are three
principal typefaces.
11
ITC Lubalin Graph Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Headline typeface
This is the typeface used in the logotype. Use it for headline and main headings for other types of
communication too.
ITC Lubalin Graph Demi
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Secondary headline typeface
Use this for headline and main headings where there is a significant amount of copy.
ITC Avant Garde Gothic Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Body copy typeface
Use this for body copy.
ITC Avant Garde Gothic Demi
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Sub-heading typeface
Use this for body copy and sub-headings.
Arial
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Optional on-screen typeface
If Lubalin Graph and Avant Garde aren’t available, use Arial for digital applications such as websites
and PowerPoint presentations or internal communications on office PCs.
Imagery Examples of clichéd imagery that 12
should NOT be used
The photography and imagery used in ACT
ON CO2 communications is central to its
identity. To ensure that photography and
imagery consistently reflects the brand
and encourages a personal responsibility it
should follow these principles:

be dynamic and engaging, create

impact and have focus;
be credible, understandable and
attainable and inspire people to act;
focus on the behaviour rather
than the individual;
be relevant and real – reflect the
actions people can take;
be personal – ACT ON CO2 is about
individuals taking responsibility –
showing small actions whether individual
or collective can have a big impact
don’t be clichéd or use imagery
which highlights global effect more
than personal empowerment
please allow time for approval of
imagery prior to use.
Leading actions through integrated campaigns 13

Using ACT ON CO2 to lead a campaign or communication Advertising Electronic media

enables it to be strong, influential and persuasive. l TV l Website
l Posters l PowerPoint
An integrated campaign and brand mean that the look and
feel of the execution/application should follow the style of l Press presentation
the ACT ON CO2 brand. This includes the logotype, colour, l Adshels
typography, imagery and language, tone of voice and l Point of sale Merchandise
messaging. l Dispensers l T-shirts
l Public information l Button badges
We encourage other government departments, executive l ‘Environmental’
agencies, non-departmental public bodies and funded
bodies to move towards this approach for future campaigns.
Events gizzets (i.e. made
l Exhibition panels from recycled
The list opposite shows the different communications channels l Pop-up displays products)
that may be used in an integrated campaign. l Banners l Bags
l Name badges
The ACT ON CO2 logotype must never be used in isolation. If it is l Screen show
used as part of an integrated campaign the logotype or name l Press pack folder
of the lead department or agency, such as DfT or Directgov,
l Press release
must appear on the communication as well.

When producing a campaign or communication materials it Literature

is important to consider the CO2 impact involved and ensure l DL leaflet
this is reduced and measured wherever possible. Monitoring l Report covers
transportation, sourcing and development of materials and and spreads
importantly what happens to them after the campaign/
event are all key to ensuring the campaign is produced with
the lowest CO2 emission possible. Everyone involved in the
campaign or communication materials should be aware of
this requirement.
 2
14

Working with an
existing campaign
This is when the ACT ON CO2 logotype is
used as a call to action signature on an
existing communication or campaign.
The visual style of the campaign is very
likely to be different from the style of
ACT ON CO2 communications, but is
a way of showing that ACT ON CO2 is
endorsing the campaign or initiative.
This is suitable for delivery bodies and
some government departments.
Supporting action to reduce carbon emissions Guidance on how to use the branding 15

logotype

ACT ON CO2 is about driving behaviour logotype

change and it is important that all

Government funded climate change work is
branded ACT ON CO2.
A4 DL

In many cases it may be appropriate to use

the brand in a fully integrated solution for
maximum impact and recognition. 29mm

However it is possible to use the logotype on 40mm

existing campaigns or initiatives as a call to

action for people to change their behaviour A3
to reduce carbon emissions.
This is a flexible way of using the ACT ON CO2 52mm

brand to support Government or delivery

body initiatives.
The logotype must be used according to the
main ACT ON CO2 identity guidelines, but
How is it used?
the rest of the communication or campaign ACT ON CO2 will work alongside the existing branding
will be in the style of the campaign or when applied to the campaign or literature.

initiative that ACT ON CO2 is supporting.
Ideally, it should appear at the top right or bottom right
of the design. Although this will not always be possible,
try to ensure that it is on the front cover or is equally
prominent on the page, exhibition panel, web page,
etc. and that it has the correct space around it.
It should look in proportion to the overall size of the
communication.
 3
16

Partnership Activity
This section is for organisations that
partner government departments,
such as a commercial company or the
third sector (voluntary or community
groups). It provides guidance on how a
partner can use the logotype on its own
climate change initiatives to show its
support of ACT ON CO2, accompanied
by a line such as ‘[name of partner]
supporting ACT ON CO2’.
Partnerships: working together to reduce CO2 17

We want ACT ON CO2 to reach as wide

an audience as possible, and this means
working with partners who share our
commitment to reducing carbon emissions.
We actively encourage our partners to use
the ACT ON CO2 identity, as it enables us
to extend the message further and help
change people’s behaviour. The ACT ON
CO2 brand is able to work with single and
multiple partners.

Whenever the ACT ON CO2 brand is used in

this way, the logotype and corresponding
wording must be used together.
Partnership objectives:
To work with key influential
commercial organisations that can:
Provide consumers with solutions/
behavioural triggers that reduce CO2
emissions
Access key moments in time where
the message will have the greatest
impact on consumers’ CO2 emissions
Enable the use of the dynamics and
influence of a brand’s consumer
relationship
Criteria for partner selection: 18
There are 3 key criteria that need to be met before a partnership can be
developed
1. Corporate Governance
- Have published an environmental report within last 2 years/have
incorporated it into their annual reporting
- Have set company-wide performance targets, and are regularly
benchmarking these targets
- Are transparent about the company’s main environmental impacts or
show report them
OR are currently working with the Carbon Trust/EST (or another reputable
climate change organisation) to reduce their emissions
2. Action
- All partnership campaigns should promote one or more actions to
reduce an individual’s carbon footprint, by:
•Encouraging new habits linked to a current product/category
•Encouraging people to choose the most eco-friendly products
within a category
•Encouraging people to take up a new activity (e.g. recycling)
•Provide solutions to help people change their behaviour
- These actions must not give the appearance of government
endorsement to a brand/product
- T he communication needs to be placed before or within the decision
making moment (not afterwards or where there is no choice)
- This campaign must not be overtly used to increase sales of any product
or service
3. Impact
- All partnership campaigns must be able to demonstrate a level of impact
•The activity must be large scale
•Have relevance to message
•Have a high level of target audience synergy
•Can provide data on the impact of their activity on behaviour
change (sales data, footfall etc)
Application process for usage of ACT ON CO2
and creation of partnership:
In order to receive ACT ON CO2 logo a partner must supply in
writing a proposal that outlines the campaign objectives, what
key campaign message will be promoted, how the logo will be
used, where it will be used (i.e. media channel), when the logo
will be used and the duration of the campaign. This will then be
approved by the relevant government department.
The partner will then be required to sign a Heads Of Agreement.
This will be provided by iris and outline where and when
permission has been granted to use the logo.
The terms and conditions for ongoing 19
partnership usage of ACT ON CO2
Once the brand partner has been permitted to sign up to
partner ACT ON CO2 there are still on going conditions that
need to be adhered to. Permission must be sought every
time the logo is to be used, this also includes any internal
communications.
iris will update all partners if there is ever a change to
the guidelines and partnership terms and conditions.
All partners to contact via iris except BERR (see page 3
for details).

Once this has been signed by both parties the logo and brand Contact details
guidelines will be supplied for the sole purposes outlined in the Alice Muir (DfT)
signed Heads of Agreement. xxxxx.xxxx@xxxxxxxxxxx.xx.xx
020 7654 7628
07851 842963
Principles for activity creation and production
Karen Simpson (Defra and CLG)
All partner materials carrying the ACT ON CO2 logo must also carry karxx.xxxxxxx@xxxxxxxxxxx.xx.xx
a corresponding key campaign message. 020 7101 7867
The logo can only be used to promote a consumer behaviour 07887 710850
change and not to talk about past activity.
The partner should always refer to them ‘Supporting the ACT
ON CO2 campaign’. This should appear on all pieces of
communication.
Approval process
Once logo received all artwork should be supplied to Alice
Muir/Karen Simpson at iris (ACT ON CO2 partnership marketing
agency) for approval. Always allow at least 10 working days for
approval. Anything less cannot be guaranteed and could result in
partnership permission being withdrawn.
Production
When producing collateral the organisation should use 75%
recycled paper or paper from sustainable sources. Unbleached
and uncoated paper is preferable and electronic versions of
documents are encouraged, to reduce waste.
It would also be preferable if the campaign could be carbon
neutral. iris will be able to provide advice and guidance on this,
please contact either Alice or Karen for more information.