Right now, breast cancer is at a tipping point. Breast Cancer Now. Interim guidelines v1.1

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1 Right now, breast cancer is at a tipping point. Breast Cancer Now. Interim guidelines v1.1

2 More women are surviving. But more are being diagnosed than ever before are still dying in the UK every month.

3 We re going to change that with a new approach and attitude. So that by 2050, everyone who gets breast cancer will live.

4 We re an open-source brand simple, adaptable, accessible. And owned by everyone affected by breast cancer. So join us and help lead fundraising and research into

5 Who we are

6 Who we are We re Breast Cancer Now and by 2050, we will stop all women dying of breast cancer. We re a charity with a different approach and attitude. Borderless, diverse, interdependent we re an open source of knowledge and experience, pushing ourselves to fill every gap in our understanding, leaving no stone unturned. By funding the world s brightest researchers up and down the country, we ask the big questions and are working tirelessly to answer them. For every woman that outlives breast cancer, our lives are richer and filled with possibility. And for every woman that dies, we re filled with a greater resolve to reach our goal. They remind us to live every day like we mean it, because time matters. They inspire us to stand together creating a collective force for good whose energy is impossible to ignore. 6 With extraordinary strength of will, we ll move from a disease that causes fear and emptiness to a generation where everybody lives. There s no time to lose. Because each day or month or year we give back means the future has changed for good. Together we can get there faster and give everyone more time to live.

7 What we do Time to live. Through cutting-edge research, fundraising, campaigning and so much more we are all working to help those with breast cancer live for longer. To help them lead healthier, happier lives, where hope outweighs fear. We are using the time we have now so that women everywhere will have time to live. 7

8 What we re like We have three brand values, which together inform our personality. The way we look and sound should always reflect them, as should the way we do things. They represent the rational, emotional and aspirational characteristics of our brand. Bright Intelligent, astute and focused on what matters Affirming Strong, generous and open to all Free-thinking Inventive, fearless and ready to challenge convention 8

9 This document outlines our basic elements the fundamental building blocks of our brand. It is aimed primarily at designers, copywriters and agencies. It ll get you started before more detailed guidelines appear in June.

10 This is our logo. It s bold, impactful and urgent, so we must take care of it. Full colour logo This is our full colour logo and should be used wherever possible. 10

11 Using our logo has been specially designed to be as open source as possible. Simple to use, adaptable and easily tailored to everyone s needs. A great example of this is the fact that our name can become a call to action for many of our core messages. However this won t work for everything we want to say. For now, please use these examples. Here emphasis is placed on our name, Breast Cancer Now, to create a clear call to action. Join breast cancer Support breast cancer We are breast cancer 11 Follow breast cancer Donate to breast cancer Run, bake, cycle with breast cancer

12 Using our logo We can also separate breast cancer now so the subject becomes breast cancer, and now acts as an imperative to create urgency. Support research into breast cancer Help us put an end to breast cancer Working to end breast cancer Funding cutting-edge research into breast cancer 12

13 Using our logo To ensure our logo stands out and looks its best across all our communications, there are a few simple rules that protect it. Print 20mm Screen 57px Clear zone To allow our logo to stand out, we have devised a clear zone that keeps plenty of white space around it. This is particularly important on communications that have a lot of elements. The same rules apply when there s a call to action. Minimum size To create a strong brand, our logo must be used consistently across all communications. Please use these pointers when sizing our logo in print and digital applications. Actual minimum size 13

14 Using our logo We ve created a system that s flexible and diverse. But it needs the respect it deserves. Think about format and size carefully, and always range things left. On communications to an audience who don t already know us, when we are using our logo with a call to action, you can highlight our name as these examples show: Support research into breast cancer breast cancer breast cancer 14

15 Using our logo We ve chosen our colours for a reason, so please only use these exceptions if there are printing limitations, and check with the brand team first. Single colour Outline (positive) Outline (negative) 15

16 This is our symbol. It s simple, stylish and full of meaning. It puts us right at the heart of breast cancer and symbolises the human endeavour and dedication behind our work. Like our logo, it s bold and designed for impact, not just decoration. 16

17 Using our symbol Our people can use the symbol in any way they like, to represent their feelings and association with us and our cause. As a simple symbol Never use it in grey or as an outline. As a window for photography or illustration 17

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19 Colours We want our colours to become synonymous with the cause. And not just pink, but our shade of pink. That s why our palette is made up of just two single-minded primary colours. We use our primary colours (pink and grey) consistently on all our applications from above the line to website and printed communications. Yellow acts as a support colour for calls to action, mainly online or in social media, to encourage donations and support. Our communications also benefit from the generous use of white space, to keep our brand modern and bright. Pink Grey Yellow White PANTONE 708 CMYK 00/58/13/00 RGB 252/146/164 HEX FC92A4 K 85 RGB 74/73/73 HEX 4A4949 Y 100 RGB 255/237/0 HEX FFED00 RGB 255/255/255 HEX FFFFFF 19

20 Our tone of voice As a charity, we re made up of many voices. Researchers and colleagues. Fundraisers and campaigners. And of course, women with breast cancer. We want everyone associated with us to feel represented and be heard. So we need a clear tone of voice. It has to work hard: to comfort, rally, empower, inform and excite different groups at different points. To appeal to people individually and motivate them collectively, in a way that s genuinely different from other charities out there. Our new tone of voice breathes life into our personality, in a way we can really call our own. On the next few pages you ll find an introduction to our new tone, with a longer version appearing in the full brand guidelines in June. But before writing anything, it might be useful to ask Anna Pietrowski to talk you through the principles first. 20

21 Our tone of voice To get started, we can think about the things our tone needs to do. It needs to: 1. Convey urgency Time sits at the heart of our brand. If we are to get things done, we have to use the time we have wisely, so that the women we love have more time to live. This means our language is focused and driven with purpose and direction. It s active and passionate, reflecting on achievements, then looking forward to see what can be done next. 21

22 Our tone of voice 2. Create collaboration Our language must be warm, outward looking, inclusive and welcoming. A modern, open-source brand needs to sound alert, connected and sociable. As the UK s leading charity dedicated entirely to breast cancer research, we want to be the definitive point of contact for breast cancer an interactive hub of information for everyone to use. We must show that we re a sociable community of like-minded advocates, all working together to get things done more quickly. 22

23 Our tone of voice 3. Balance hope and fear We need to treat time as the emotive subject it is, and balance the hope of gaining time against the fear of losing it. It s important to get this right fear by itself paralyses; too much hope loses urgency. It s a balance of the honest vs. the reassuring; the shocking vs. the comforting; the emotional vs. the practical. 23 And remember the nuances of the tone (the way we say things) will always need to be in keeping with the message (what we re saying). This will largely come down to what feels right and appropriate.

24 Using our tone of voice So what does this mean for our language? To convey urgency Use words and phrases that convey movement through time. Short words like: faster, quickly, soon, towards. Practical phrases like: we will reach, the next step, moving forward, getting closer to, it s time to. And more emotional ones: one day I wish that, no one should go through this. Try to talk in the present tense. Keep language active. Use short, clear sentences and avoid the passive: our work, not the work we have done. Use descriptive words that suggest a point in time: closer, nearly, still, right now, when, next. Use conjunctions (so, but, and, or, yet) to connect clauses and make them flow together. Think about cause and effect convey the actions and reactions that take us forward through time: (we do this, so that happens ) To create collaboration Write like you re speaking to a real person. Make it feel like a conversation, using natural expressions and contractions (it s, we re, won t, here s). Use questions and answers. Don t talk in the third person. Use us, we and you. Structure information carefully: open source means accessible to everyone. Explain things simply and clearly but never simplistically. Think about your audience. Tailor your overall tone and how formal you sound. This will be more functional and formal for research, and rousing and uplifting for fundraising. Reference who our people are. Not just defined by their cancer, they re also parents, daughters, neighbours and friends. Listing them out gives us a bright, inclusive way of seeming big, bold and open. To balance hope and fear Talk about the positive real-life outcomes of having more time to live the moving stories that make the work we do tangible: my grandchildren were born and I was still here, I ve had five more happy years. But don t shy away from the hardhitting reality of breast cancer: will my daughter be next? I don t want to live in fear anymore. The most effective language will combine both hope and fear, in a way that looks to a future free from breast cancer: I m doing this for others now, my genes I can t change, the future I can. Try to keep a balanced structure to writing. When talking about hardhitting subjects, give positive calls to action, and vice versa. This will keep our audience motivated. 24

25 Themes of our language Often when talking about cancer, people use words like struggle, battle or fight. We think this is actually quite discouraging: for every person beating the disease, there will be another losing their fight. Of course, if people find this language comforting, then far be it from us to tell them to stop. But we think there are stronger, more positive ways of talking that match our bold approach and positive spirit. Instead we use: Language that describes time as a movement towards a goal, not a finite resource with an endpoint. So we say getting closer to and heading toward not give them more time or time is running out. However, this is all about context. We don t want to be insensitive. For example, we probably don t want to use no time to lose in the context of women with secondary breast cancer; but it s fine as a motivating message for fundraisers. Sensory language that conveys closeness: cancer touches us all, this feels like, have the strength to keep going, we hold on to. Phrases that use connectivity to suggest empathy: be there for someone, share an interest, stay close to, rally around, band together. 25

26 Registered Charity Information Our registered charity number in England and Wales is Our registered charity number in Scotland is SC Long version Breast Cancer Campaign and Breakthrough Breast Cancer is a company limited by guarantee registered in England under company number It is a charity registered with the Charity Commission of England and Wales under number and in Scotland under number SC Registered Office is Fifth floor, Ibex House, Minories, London EC3N 1DY Mid version Breast Cancer Campaign and Breakthrough Breast Cancer is a company limited by guarantee in England (No ) and a charity registered in England and Wales (No ) and in Scotland (SC045584). Registered Office: Fifth Floor, Ibex House, Minories, London EC3N 1DY Short version Registered charity nos (England and Wales) and SC (Scotland). Company limited by guarantee in England no Fifth Floor, Ibex House, Minories, London EC3N 1DY 26

27 Our typeface We say things in Helvetica Neue. It s at the core of our brand. It s utilitarian and matter of fact. It contrasts with the pink and has a harder edge. It also communicates urgency. Our version of Helvetica Neue is from Linotype. It can be bought here: neuehelvetica-family.html Helvetica 27 Neue

28 Using our typeface three weights We like to be bold and powerful in our communications, but we also need to think about pacing. Use these three weights and choose the one that best suits the message. 85 Heavy works best for short headlines or large blocks of text these help make a stronger statement. Use 75 Bold when these headlines or blocks of text are longer. 55 Roman is recommended for bodycopy. 85 Heavy 75 Bold Roman

29 Using our typeface a few principles Typesetting. Make it solid. For headlines, Helvetica Neue looks best when the leading is set solid or very tight (16pt/16pt). On larger typesizes this may need to be adjusted into negative leading (70pt/60pt). Bodycopy is more legible with a +2pt difference (10pt/12pt). Look at the space between ascenders and descenders to get the right balance. Kerning & tracking. Keep it tight. The space between letters in Helvetica Neue should be kept tight. Set kerning to optical and tracking to -5. Also adjust minimum / desired / maximum word spacing in your justification settings to 65% / 75% / 85%. Align. Left only. Breast Cancer Now copy is only ever ranged left. Lowercase. Not uppercase. We are not an uppercase brand. We use other treatments to highlight and emphasise titles or other information. Typesizes. Minimum rules. Be careful with minimum typesizes when setting Helvetica Neue on our coloured backgrounds. Set 85 Heavy and 75 Bold at 7pt minimum out of a pink or colour background. 9pt is the minimum for 55 Roman. These guides are for print only. Space. We love space. Less is always more. We want to make the greatest impact possible. One clear message is more digestible than many. And Helvetica Neue also looks more balanced with a bit of breathing space. 29

30 Photography is nothing without our people. They sit right at our heart. Our photography represents all of them, in all situations. No matter the subject, it always needs to be powerful. Keep it candid, emotive and full of personality. Never over-stylised just great shots of real people full of grit, hope and determination. 30

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32 Stopping breast cancer spreading Our research 1 8 women are affected by breast cancer in

33 How we bring it to life

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35 Donate Join Search Who What How Why We are the generation We are the now generation The determined. The committed. The passionate. The scientists. The fundraisers. The families, friends, colleagues and campaigners. Those affected by breast cancer. Those angered by breast cancer. Here to do whatever it takes. Here to run. To bake, work, cycle, sing. To use the time we have now so all the women we love have more time to live. To work together to create a world where everyone who gets breast cancer will live. Find an event near you

36 OK, for many people, it s a subject they d rather avoid thinking about. But it s important that you do. Most cases of breast cancer are found by women noticing unusual changes, taking the initiative and visiting their doctor. The earlier breast cancer is found, the better the chance of beating it so you can see how important it is to make regular checks. Being breast aware simply means knowing what your breasts look and feel like normally, being on the lookout for any unusual changes and getting them checked out by your doctor. Lump or swelling in breast or armpit Nipple becomes inverted, changes shape or position TLC Touch. Look. Check. Check them now. Skin changes, puckering or dimpling Red or warm breast Nipple discharge, may include blood Nipple rash or crusting Research 2050 Report It s time for research Respond 0 By 2050, everyone who gets breast cancer will live. This is a bold statement to make but we re putting it right at the heart of our charity. Because, for the first time ever, we believe it can come true. Right now, more women are being diagnosed than ever before. But more women than ever are also surviving. Five-year survival rates stand at 80%; forty years ago it was just 50%. The future of breast cancer is now in the balance. We can never eradicate cancer entirely. But we can prevent it, detect it and treat it so effectively o one else dies from it. In ill reduce its nd Research 2050 Report 1 8 in women are affected by breast cancer Research Centre Generations Total Programmes 49.5m 93.4% Research Units Projects We can never eradicate cancer entirely. But we can prevent it, detect it and treat it so effectively that no one else dies from it. In doing so, we will reduce its hold on our lives, bodies and minds. But we still have much to do. And it s only through research that we will get there. Add your comments Q to our live polls How our research benefited Shonagh, more women But

37 There should be happier endings. One in eight women in the UK will get breast cancer. Tom s wife Amelia was one of the 1,000 who die every month. Join Tom and his daughter Chloe to support critical research into breast cancer and stop their story playing out, again and again. Not my daughter too. I m doing this for others now. I don t want my story to repeat itself. Not with my daughter. Not with anyone. Text NOW to to give 3 for research into breast cancer Shonagh is 41, with incurable secondary breast cancer. She s working with us to make sure that, by 2050, everyone who gets breast cancer will live. But she can t do it without you. Text NOW to to give 3 for research into breast cancer

38 We are raising money for Kirsty We are wearing it pink for Marie Let s put an end to

39 Sister Mother Daughter Me

40 I won t let this define the rest of my life. We are the Sylvie Gérard, 62 years old, Cardiff, supports research into breast cancer generation

41 Thank you.