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Brand book

How we look

This section covers our visual identity, including the logos, colours, fonts and images used in Sightsavers documents, brochures, videos, reports and on our website.

A newspaper containing a Sightsavers branded advert.

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Sightsavers’ brand identity covers anything visual produced by the organisation.

It governs the logos, fonts, images, colours and layouts used in posters, documents, videos, brochures and online.

A strong visual identity enables people to easily recognise Sightsavers, differentiates us from competitors and ensures everything we produce looks consistent and professional.

Much of the reference material can be downloaded from iVillage from the ‘Brand assets and templates’ folder (access is limited to Sightsavers staff only). External suppliers: ask your Sightsavers contact to provide any items you need.

Return to the main brand book page

Questions? Contact us

If you have questions about our visual identity, contact the design team: [email protected]

The Sightsavers logo

Our logo is made up of two elements: the Sightsavers name and the interlocking rings. The rings represent partnership – the way in which we work – and they combine to form an eye symbol. The logo aims to project confidence and authority. The colours create a striking contrast that is as accessible as possible to people with visual impairments.

There are two versions of the logo: horizontal and vertical. Use the version that complements the composition of the design.

All versions of the Sightsavers logo can be downloaded from iVillage, from the ‘Brand assets and templates’ folder. External suppliers: ask your Sightsavers contact to provide any items you need.

Sightsavers logo vertical.
Sightsavers logo horizontal.

Italian logo

When designing content for the Italian market, the Sightsavers Italy logo must be used. It includes the strapline ‘Italia ONLUS’, an acronym for ‘Organizzazione non lucrativa di utilitá sociale’ (Italian social organisation).

This logo should be used in the same way as the master logo, and must follow the same rules for clear zones and positioning.

 

Sightsavers Italian logo with the words 'Italia ONLUS'

Logo colour variations

There are several colour variations of the logo, which can be used on coloured backgrounds where the primary logo isn’t as legible because of contrast levels.

Contrast with the background is the only factor that should determine which version of the logo to use. Different versions should not be used to represent or imply a sub-brand.

If the logo is positioned on an image, make sure the background does not affect the legibility of the logo. If necessary, place the logo in a coloured footer. See the ‘Brand in action’ section for examples.

 

Sightsavers logo colour variations, showing a logo on a yellow and a raspberry background.
Sightsavers logo colour variations, showing a logo on a blueberry and a grey background.

Logo clear zone

A clear zone must be maintained around the logo to ensure maximum impact and make sure it is easy to read. The clear space (X) is defined by the height of the capital ‘S’ in the Sightsavers logo. Please do not position anything within the zone indicated in grey. See below for guidelines about positioning the logo on the page.

Minimum height

The vertical logo should never appear smaller than 15mm in height. The horizontal logo should never appear smaller than 7mm in height.

 

Diagram showing the clear zone and minimum height of the Sightsavers logo.

Logo positioning

For printed publications such as brochure front covers, policy documents and advertising, the logo should be positioned in the bottom right corner.

For letterheads, compliments slips and large-format communications such as pull-up banners, the logo should be positioned in the top left corner.

For digital products, the position of the logo will vary depending on the platform and the constraints of the format.

See the ‘Brand in action’ section for examples.

 

Diagram showing the Sightsavers logo positioned in the bottom-right corner of a page.

Logo lock-ups

Some of Sightsavers’ high-profile projects use a ‘lock-up’ featuring the Sightsavers logo and the name of the project. This ensures each project has its own identity, but retains a visual connection to Sightsavers.

Each lock-up has horizontal and vertical versions for maximum flexibility: use the version that best suits the composition. The rules regarding positioning and logo choice are the same as they are for the main Sightsavers logo.

Sightsavers' Research Centre logo lock-up.

Logos: common mistakes

A Sightsavers logo with a black rounded background. The image has a red cross through it to indicate it is incorrect.

Logo

Don’t use old versions with rounded corners or a black background.
Do use the most recent version of the Sightsavers logo.

A light grey Sightsavers logo with blue rings on a blueberry-coloured background. The image has a red cross through it to indicate it is incorrect.

Colours

Don’t change the logo’s colours. You should only use the versions provided.
Do use the correct colours: there are several versions available.

A Sightsavers logo that has been rotated to a 45-degree angle. The image has a red cross through it to indicate it is incorrect.

Orientation

Don’t rotate the logo.
Do keep the logo upright, whether using the vertical or horizontal format.

The yellow rings from the Sightsavers logo without the wording underneath. The image has a red cross through it to indicate it is incorrect.

Composition

Don’t use the interlocking rings or Sightsavers wording separately.
Do use the complete logo (the rings and wording) at all times.

A Sightsavers logo that has been stretched horizontally so it appears distorted. The image has a red cross through it to indicate it is incorrect.

Proportions

Don’t distort the logo, change its proportions or resize any elements.
Do maintain the logo’s proportions, including the size of the rings vs text.

A Sightsavers logo with a UK Aid logo positioned very close to it. The image has a red cross through it to indicate it is incorrect.

Clear zone

Don’t position any other elements within the logo clear zone.
Do adhere to the logo clear zone when positioning it on the page.

A black Sightsavers logo on a dark blueberry background: the logo is hard to see. The image has a red cross through it to indicate it is incorrect.

Background

Don’t use a dark logo on a dark background: it's too hard to see.
Do use a version of the logo that is visible against the background.

A Sightsavers logo positioned over a photo: the logo is very hard to see. The image has a red cross through it to indicate it is incorrect.

Photography

Don’t use a version of the logo that cannot be seen clearly on a photo.
Do use a version of the logo that is clearly visible on photos.

A Sightsavers logo with the word 'Campaigns' added underneath. The image has a red cross through it to indicate it is incorrect.

Lock-ups

Don’t add words alongside the logo to create new campaigns and identities.
Do use the logo lock-up style for campaigns and identities.

Return to the main brand book page

Sightsavers brand book

Colour

Sightsavers Yellow is our main brand colour. This should be the dominant colour used in all our branding and creative content, to ensure our work is consistent and instantly recognisable.

Raspberry and blueberry are our secondary colours. They are used to complement the main brand colour and can be used as background colours.

The extended colours are used to complement the design but not overpower the brand colour and secondary colours.

The website colours mirror many of the main brand colours. Note that Sightsavers Yellow is used less frequently on the website than it is in print, to ensure good colour contrast.

All the colours have names: use these to avoid confusion.

Note: Sightsavers only uses black for text, keylines and line drawings. We do not combine yellow and black: in common use these colours indicate hazards or warnings, which is not what we want to associate with Sightsavers.

Our brand colour and secondary colours

Aid Match logoSightsavers Yellow should be the main brand colour, particularly for case studies.

Aid Match logoRaspberry relates to our mission. Use it for project and organisational information.

Aid Match logoBlueberry relates to our data. Use it for statistics, infographics and research papers.

Our main colour palette

A colour swatch showing Sightsavers Yellow brand colour.

Sightsavers Yellow

C0 M25 Y100 K0
#FFBB22
R255 G187 B34
Pantone 7548C/109U

A colour swatch showing Sightsavers Raspberry brand colour.

Raspberry

C9 M100 Y14 K33
#960051
R150 G0 B81
Pantone 676C

A colour swatch showing Sightsavers Blueberry brand colour.

Blueberry

C86 M83 Y9 K45
#403A60
R64 G58 B96
Pantone 5265C

Extended colours

A colour swatch showing Sightsavers Lilac brand colour.

Lilac

C61 M56 Y0 K0
#7474C1
R116 G116 B193
Pantone 272C

A colour swatch showing Sightsavers Plum brand colour.

Plum

C42 M95 Y10 K31
#80276C
R128 G39 B108
Pantone 249C

A colour swatch showing Sightsavers Forest brand colour.

Forest

C85 M12 Y53 K36
#006F62
R0 G111 B98
Pantone 562C

A colour swatch showing Sightsavers Slate brand colour.

Slate

C0 M0 Y0 K70
#4C4C4C
R76 G76 B76

A colour swatch showing Sightsavers Fog brand colour.

Fog

C0 M0 Y0 K50
#999999
R153 G153 B153

A colour swatch showing Sightsavers Haze brand colour.

Haze

C0 M0 Y0 K10
#D9D9D9
R217 G217 B217

A colour swatch showing Sightsavers Orange brand colour.

Orange

C0 M56 Y100 K0
#FB6500
R251 G101 B0
Pantone 138C

A colour swatch showing Sightsavers Aubergine brand colour.

Aubergine

C30 M98 Y13 K68
#612141
R97 G33 B65
Pantone 690C

A colour swatch showing Sightsavers Tomato brand colour.

Tomato

C5 M96 Y80 K22
#AF272F
R175 G39 B47
Pantone 1805C

A colour swatch showing Sightsavers Mint brand colour.

Mint

C60 M20 Y40 K20
#789F90
R120 G159 B144
Pantone 624C

Website colours

A colour swatch showing Sightsavers Yellow brand colour.

Yellow

#FFBB22

Used for: heading underlines, quote boxes, content highlights, chapter navigation bars.

A colour swatch showing Sightsavers Raspberry brand colour.

Raspberry

#960051

Used for: buttons, icons, call-to-action boxes, video buttons, hyperlinks, email bars.

A colour swatch showing Sightsavers Blueberry brand colour.

Blueberry

#403A60

Used for: donation modules, call-to-action bars, statistics modules.

A colour swatch showing Sightsavers Orange brand colour.

Orange

#FB6500

Used for: donation buttons, donation accents.

A colour swatch showing Sightsavers Website Grey brand colour.

Website grey

#F0F1F2

Used for: module backgrounds.
Note: this colour is unique to the website.

Colour use and hierarchy

Only the brand colour and secondary colours should be used on key publications such as literature front covers, or as background colours. Yellow should always be visible, whether as the main background colour, as the text colour, or in the logo.

The extended palette can be used inside publications and on items such as graphs and maps. Tints can be used in background elements, charts and maps.

Colours in the wheel below are shown in proportion according to their importance, visibility and how frequently they should be used.

Tip: using tints

You can use any colours in the palette as tints at any percentage, as long as you follow the rules for colour use, contrast levels, legibility and accessibility.

Pie chart showing colours according to their importance. Sightsavers Yellow is the main colour, taking up almost half the wheel. Raspberry and blueberry are next, with a smaller proportion, followed by lilac, plum, forest, slate, fog and haze. The final four colours (orange, aubergine, tomato and mint) have the smallest proportion.

Colour: common mistakes

A Sightsavers logo on a pale blue background. The image has a red cross through it to indicate it is incorrect.

Choice of colours

Don’t use any colours that are not included in the Sightsavers palette.
Do use colours from the approved Sightsavers palette.

A box containing an orange icon, green text and a pale purple background. The image has a red cross through it to indicate it is incorrect.

Hierarchy

Don’t use any extended colours as the main colours in a project.
Do follow the proportions shown in the colour wheel.

An example of a table using lilac, yellow, green, purple and red. The image has a red cross through it to indicate it is incorrect.

Colour range

Don’t use too many colours, even if they are all from the brand palette.
Do limit the number of colours you use to ensure your design is accessible.

White text on a yellow background saying 'This sentence is not clear'. The image has a red cross through it to indicate it is incorrect.

Contrast

Don’t use yellow text on a white background, or vice versa.
Do use clearly contrasting colours to ensure your work is easy to read.

A box with a black background. The image has a red cross through it to indicate it is incorrect.

Black

Don’t use black for anything other than text. This was part of our old branding.
Do use black for text, to make sure all text is clear and legible.

Return to the main brand book page

Sightsavers brand book

Type

Brand typeface

Lato is our brand typeface: various weights can be used in Sightsavers publications depending on the design.

  • Lato Regular is used for body copy.
  • Lato Bold is used for headings.
  • Lato Light can be used for occasional body copy.
  • Lato Black can be used for headings if Lato Bold does not give enough emphasis.

Do not use italic styles: they are much harder to read and therefore less accessible. Other weights can be used as required.

What are typefaces and fonts?
A typeface (also known as font family) is a set of one or more fonts each composed of characters that share common design features. Each font of a typeface has a specific weight and style. For example, Lato regular and Lato bold are two different fonts within the same typeface.

 

Download Lato

Sightsavers’ brand font is free to download at:
www.latofonts.com
www.google.com/fonts
fonts.adobe.com/fonts

Alternative typeface

Sightsavers’ Microsoft Office templates use Arial as an alternative typeface. Arial is pre-loaded on most computer operating systems: this ensures all documents display correctly when shared internally or externally.

  • Arial Regular is used for body copy
  • Arial Bold is used for headings, web addresses and email addresses.

We encourage Sightsavers staff to use Arial 12pt or 14pt as the main text for their emails, to ensure it can be read easily.

 

Our templates

For more information about Sightsavers’ brand templates, see the Brand in Action section.

Typography

Alignment
Always align text to the left: this makes it easier to see where the next line starts. Never justify text, as this creates uneven gaps between words.

Body copy
Body copy should be Lato Regular at 12 pt, with a minimum of 14.6 pt leading (the space between lines of text). Don’t reduce or increase the tracking (the space between letters) excessively: this can make text harder to read, particularly for people with visual impairments or dyslexia.

Bullets and numbering
Use standard circular bullet points or dashes. Don’t use unusual glyphs or ornaments. If you’re describing stages that happen in a particular order, use numbers instead of bullet points.

Colour choices
Be aware of contrast when choosing a colour scheme, to ensure your test is visible to readers with low vision. Black should be used as the main font colour. Don’t use yellow text on a white background or white text on a yellow background.

Email addresses and URLs
Print: Use Lato Bold for contact details, email addresses and web addresses. Don’t use italics or underlines in print.
Digital: Links, emails and web addresses should be bold and underlined. Don’t use italics on digital platforms.

Headings and titles
Use sentence case for headings and titles. Don’t capitalise each word or use all caps: capitalisation is harder to read, and can be particularly problematic for people with dyslexia and visual impairments.

Hierarchy
Create a hierarchy of information using font weights, sizes and column structures.

Italics and underlines
Don’t use italics, except for titles in references, and don’t underline words. Both of these are harder to read. The only exception is links on the website, which should be underlined.

Ligatures
All ligatures must be turned off to ensure the text is easy to read. For guidance on how to do this, contact the online and design team: [email protected].

Spacing
Do use single spacing in your documents. Don’t use double spacing: screenreaders will read out the second space as ‘space’, which can be annoying for users. Avoid using multiple paragraph returns, or users will hear the word ‘return’ throughout the document. If you need to create additional spaces between lines or paragraphs, use ‘space after’ and ‘space before’ in Paragraph Settings.

Symbols
Don’t use symbols when they can be written out in full. Use ‘per cent’ instead of %, ‘and’ instead of ‘&’, and ‘number’ instead of ‘#’. The exception is currencies (£, $, €), which always use a symbol.

Text positioning
When placing text over a picture, ensure the background offers sufficient contrast to make the text legible. If the text is hard to read, either add a discreet drop shadow, or use subtle overlays behind the text to increase contrast levels.

 

Questions?

For further guidance about typefaces and typography, contact the design team by emailing [email protected]

Styles

Sightsavers’ branded templates and website contain a selection of pre-set styles for headings, body text, bullet points etc. When using the templates, always use these styles for all headings and text to ensure consistency and to make sure your work adheres to Sightsavers’ branding.

Word template text styles
When using Microsoft Word, the approved brand typeface is Arial. The template features built-in heading styles in Arial, which should be used for all text. Do not manually format any text or headings.

Website text styles
The website uses Lato typeface, to ensure consistency with our print products. There are preset styles within WordPress to be be used where appropriate.

  • Heading 1: used for page headings, chapter headings, hero headings
  • Heading 2: used for side headings, call-to-action text
  • Heading 3: used for sub-heads within text and Discover More modules
  • Paragraph style: used for body text

Our templates

For more information about Sightsavers’ brand templates, see the Brand in Action section.

Return to the main brand book page

Sightsavers brand book

Assets

Sightsavers uses a range of design elements and assets to add interest to designed documents and web pages. These assets ensure our content is eye-catching, easy to understand, and engaging for readers.

The types of assets we use include generic graphics, icons, infographics, charts, photos, illustrations, videos and more.

For examples of how the assets can be used in different types of content, see the Brand in Action section.

Questions?

All examples shown here are for guidance. If you have any requests or questions, contact the online and design team by emailing [email protected]

Generic graphics

Examples of callout circles. The first yellow circle contains the text '102 million NTD treatments delivered'. The second raspberry circle contains the text 'We work with partners in 30 countries'.

Callout circles

These are used to highlight statistics, quotes or statements. Choose simple stats that are easy to understand. Avoid too much text: the font should be easily legible.

Examples of dotted lines used as dividers, in grey, blueberry, raspberry and yellow colours.

Dividers

Use coloured dotted lines (called ‘Japanese dots’ in InDesign) to structure your content and separate different sections. The dotted lines should use the main brand colours.

Example of a yellow callout box with a raspberry arrow icon, and the text 'For more information, download the document at www.sightsavers.org'. The second example shows a grey box with a blueberry information icon and the text 'More information about the programme can be found on our website: www.sightsavers.org.'

Callout boxes

These act as a ‘call to action’, and can be used alongside icons for more emphasis. Use subtle 1mm rounded corners on all boxes for a softer aesthetic.

An example of a yellow box with very rounded corners. The image has a red cross through it to indicate it is incorrect.

Rounded corners

Do not use extreme rounded corners (this is part of our old branding). Only use subtle 1mm rounded corners, as shown in ‘Callout boxes’.

Example of a table: it has a raspberry header row with the headings 'Column 1 ' and 'Column 2'. The other rows are shaded grey, alternating darker and lighter.

Tables

Tables feature a raspberry header row, and alternating grey rows with 10% and 20% tint. The font size should be at least 12pt to ensure good legibility.

Example of an infographic featuring the following text: '1 billion people have some form of disability (15 per cent of people in the world), of which 253 million are blind or visually impaired. 36 million are blind, and two thirds of these are women.'

Infographics

Information must be displayed clearly using a high-contrast design, with colours that can be distinguished easily. Each element should have a clear text label.

Icons

Use icons from the brand toolkit to highlight content: examples are shown here. They can be used with callout boxes or on their own.

Each of the icons has a label that corresponds to its file name in iVillage. However, they are designed to be fairly ambiguous to ensure they are flexible and can be applied to a variety of subjects and areas. External suppliers: ask your Sightsavers contact to provide any items you need.

Icon colours
The icon style is a mixture of line and filled shapes. Icons use two colours: a white or black keyline, and a highlight colour from the Sightsavers brand palette. Always consider colour contrast with the background when choosing which colour to use.

For more information about using Sightsavers icons, see the ‘Brand icons’ document, available on iVillage.

 

Two Sightsavers icons: one is an eve in a magenta circle, the other is a book in a yellow circle.
Two Sightsavers icons: one is a drop of water on a dark purple circle, the other is a medicine bottle on a plain background.

Social media icons

Sightsavers’ approved social media icons are stored on iVillage, in the ‘Social media icons’ folder in ‘Brand guides, templates and graphics’.

Make sure you adhere to their individual guidelines: do not change the icons.

The Twitter, Facebook, Instagram and YouTube icons.

Icons: common mistakes

An example where the icon is very small compared with the text. The image has a red cross through it to indicate it is incorrect.

Size

Don’t use icons smaller than 30px or 8mm wide.
Do use icons at a size that is legible and proportional to the publication.

Two icons used incorrectly: one is just an outline, and one is totally filled in. Both have a red cross through them.

Style

Don’t change the existing icons to outlines or fill the icons completely.
Do use icons as supplied: they should feature a keyline and a highlight colour.

An example of two small icons being used in one short section of text. The image has a red cross through it to indicate it is incorrect.

Use

Don’t overuse icons, or they start to lose their impact.
Do use icons to help explain and simplify complex information.

Charts

Graphs or charts must be clearly labelled and should not rely solely on colours: use additional patterns or data labels to make it easier for readers to differentiate each piece of data. Remember that people with colour blindness won’t be able to tell the sections apart using colour alone.

Don’t include a horizontal or vertical grid in any chart unless absolutely necessary, as it can make the chart confusing to read.

Chart colours

All charts and diagrams should use Sightsavers’ brand colours. Use the main brand colour and secondary colours first, then use the extended colours if more options are needed or you need to ensure good contrast.

Chart essentials

An example of a pie chart, showing individuals 45%, Institutions 38%, Legacies 14% and Trusts 3%.

Donut/pie charts

If pie charts or donut charts have several sections, label each section in the chart with the category name and value so it’s easier to read (don’t rely solely on a separate key or legend).

Example of a column chart, showing the following data: 2015=190, 2016=150, 2017=110, 2018=170, 2019=100.

Bar and column graphs

Don't rely on colour alone: use patterns and shading to differentiate the data. If data labels are positioned inside the coloured data areas, ensure the text contrasts sufficiently with the background colour.

An example of a line chart, with the following data: Budget for 2015=400, 2016=200, 2017=790, 2018=600, 2019=975. Target for 2015=200, 2016=388, 2017=350, 2018=600, 2019=975.

Line graphs

Include data labels and use different shapes on the data points to identify each set of information (remember some people may not be able to differentiate between the colours).

Maps

To highlight countries, use brand colours and tints of brand colours: make sure the contrast levels are sufficient between adjacent colours. Use a 15% black tint for all other countries, so they are visible but do not stand out.

Use a white keyline to separate countries so borders are easily visible. Use white to indicate water (do not shade these areas).

If you need a custom map, submit a Service Desk ticket for ‘Communications, Design and Events’.

Download maps

The map can be downloaded from iVillage, from the ‘Brand assets and templates’ folder.

External suppliers: ask your Sightsavers contact to provide any items you need.

An example of a Sightsavers map, with the text 'Countries where we have programmes', 'Countries with Sightsavers offices' and 'Countries without Sightsavers offices'.

Illustrations

When using illustrations in Sightsavers’ design projects, the style should suit the audience. For example, illustrations used for an exhibition in the UK may be highly stylised, whereas those used in training manuals for people living in rural areas may be more traditional.

Choose an illustration style that’s appropriate to the story being told, and be consistent: use the same style throughout the project.

To create a realistic illustration, a full range of colours can be used. There’s no need to limit the palette to the approved Sightsavers colours.

Need an illustration?

For specific illustration requests, contact the online and design team: [email protected]

Examples of illustration styles

Example of a modern illustration, showing a woman in a wheelchair using a laptop.

Modern

Used mainly for illustrations aimed at supporters. This style can be static or used as motion graphics.

Example of a hand-drawn illustration, showing a caregiver assisting a boy in a wheelchair.

Traditional hand-drawn

Aimed at people in the countries where we work, and created in conjunction with country staff.

A pink illustration showing a child being given medication to protect against disease.

Highly stylised

These types of illustrations are aimed at a very specific target audience and are created to a strict brief.

Return to the main brand book page

Sightsavers brand book

Photography

Photography is critical to our brand. It should tell our story in context and be appropriate to the audience.

 

Ethics

We aim to feature the people we work with as central storytellers, and we have a duty of care to protect the people we portray so they are represented accurately.

  • Photos must be respectful, and should not stigmatise anyone.
  • Everyone in photos (including children) must be fully clothed, wearing clothing appropriate to the local custom.
  • Content must relate to the situation being described (eg a photo of someone with cataracts cannot be used to illustrate a story about trachoma).
  • Never use stock images or photos sourced from the web to illustrate our work.
  • Don’t use photos that are more than five years old. If possible, use the most recent photos available to ensure longevity.

 

Capturing images

  • All photographers must sign Sightsavers’ code of conduct before visiting our project work.
  • Always ask people before taking their photo, wherever possible.
  • Never take a photograph of a child without the full understanding and permission of the parent or guardian. All subjects must give their informed consent, and they or their parent or guardian must sign a permission form.
  • Images must only be taken of people’s typical activities and actual challenges.
  • Encourage your subject to get involved, especially with children: ask them for ideas on how they would like to be shown.
  • Be culturally sensitive in what you ask people to do – what’s acceptable in one place might not be in others. If in doubt, ask local programme staff to advise.
  • Consider how framing and angles can affect how someone is depicted: try not to take images from above as this can seem disempowering.
  • Limit cropping or framing that makes people look more vulnerable than they are. Try to include context, showing someone’s home or the environment.
  • Children must not appear isolated if they are being cared for by family members.
  • Don’t manipulate a situation to make it look worse than it is. For example, if a child is being held by their mother, this is the image you should take: don’t ask her to put the child down.

 

Image editing and manipulation

  • Do ensure all images are as authentic as possible and accurately reflect the situation being portrayed.
  • Do crop images sensitively if needed. Ensure the crop doesn’t alter the photo’s context, or make people look more vulnerable than they are.
  • Do make sure any photo enhancements are minimal and natural (ie to brighten an image if needed).
  • Do use colour photos: this is the most realistic representation of a situation, and is more natural.
  • Don’t significantly alter any images from their original form, including over-saturation and over-processing.
  • Don’t edit or airbrush any image to alter a person’s appearance or change the mood or concept of a photo.
  • Don’t use black and white or sepia images, unless they are historical photos.
  • Don’t create composite or collage images, unless for specific publicity reasons, where it should be obvious that the image has been set up.
  • Don’t mirror images unless absolutely necessary. If you need to flip an image, ensure there are no visible elements to show the image had been flipped (such as text, logos or other noticeable features).

 

Ethical content

All our work must adhere to Sightsavers’ ethical content policy. This governs the way we collect content, to ensure we fulfil our duty of care to protect the people we portray.

Read the policy online

Photo credits

Images should be credited to Sightsavers and the photographer, in this format:
© Sightsavers/Photographer name

In printed documents, the credits should be at least 10pt. If formatted vertically, the wording should run top to bottom. Online, the credit should be included either in the image caption or, if a page features multiple images by the same photographer, at the end of the main text on the page.

 

Example of a photo credit, with text running vertically down the side of the image that reads: '© Sightsavers/Peter Nicholls'.

Overlays

Colour overlays can be used on images to create backgrounds within layouts.

Use one of the main or secondary colours from the Sightsavers brand palette, and be aware of colour contrast and legibility when positioning text on top.

The example here uses a greyscale image at 18% opacity, with an overlay of Sightsavers Blueberry at 60% opacity set to ‘multiply’.

 

A coloured overlay on a photo with the text: 'An example of text on a coloured overlay. Text goes here...'.

Photo captions

Always use captions to give an image context. Identify people in photos using their first name and their country.

Full names should never be provided alongside other identifiers such as age or community – the nearest big town or district name should be used.

 

Image information

All our images, including caption information, photographer name and any copyright details, can be found on iVillage.

Fundraising photography

Close-up of Pumelo standing in his village.

Need

Our fundraising photography often includes emotive shots of pain and discomfort that demonstrate why Sightsavers’ work is needed.

Pumelo having his eyes screened for trachoma.

Solution

If the text and images are weighted towards the 'need', the solution should also be presented in the creative, either through text or images.

A group of children in Ghana smile and wave at the camera.

Impact

You should carefully consider the balance between problem and solution, and include the positive impact of our work wherever possible.

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Sightsavers brand book

Video

Sightsavers produces videos for a wide range of audiences and purposes, including for our websites and social media.

Different channels require different approaches, but the following guidelines should form the basis of all our video content.

Templates are available for all the graphic devices used in Sightsavers-branded videos, including idents, end slides and lower thirds. They are set up to be used in Adobe Premiere.

 

Resolution

Screens vary widely in size. Take extra care when creating videos so they display correctly on a variety of screen sizes. For standard videos, use a screen resolution of 1920 x 1080 px (1080p), which implies a widescreen aspect ratio of 16:9.

 

Video assets

Video assets can be downloaded from iVillage, from the
'Brand assets and templates' folder.

External suppliers: ask your Sightsavers contact to provide any items you need.

Video ident

The Sightsavers ident, featuring an animated logo alongside simple audio, should be included at the start of all Sightsavers videos to identify them and ensure they are consistent. It can be downloaded from iVillage.

 

Video end slides

Use the templates available on iVillage to create specific end slides for video content. There are several options to choose from, depending on the content of the video. Options include an end slide with text, one with a URL and social media links, and one with space to add details about a specific campaign.

The example here includes the Sightsavers URL and can be used for general videos.

 

Title templates

Use a title template to introduce content or scenes when needed. Text should be in Lato font, minimum 12pt. Avoid including too many words on each title slide, otherwise it will be hard for viewers to read it.

The templates can be downloaded from iVillage.

 

An example of a video title slide, featuring the text 'Laurinda's operation' on a yellow background.

Lower third

The lower third should be used to introduce a speaker’s name and job title. If captions need to be displayed at the same time as a lower third, position the captions above the lower third as shown in the example.

 

An example of a video lower third, with text at the bottom of the screen reading 'Edith Kagoya, community leader, Uganda Connecting the Dots project 2014'.

Name and job title text

This can be used as an alternative to the lower third. Use Lato bold in Sightsavers Yellow for the name, and Lato regular in white for the title, in at least 28px.

Position the caption in a logical place on the screen to avoid obscuring the video, and use a cross-dissolve to fade in and out. Make sure the contrast is sufficient so the text is clear and easy to read.

 

Example of someone's name and job title being included on a video, featuring the wording 'Caroline Harper, Sightsavers CEO'.

Location lower third

Use this to introduce the country or continent in which the video is set. It is positioned at the bottom of the screen and should fade in and out.

 

An example of the location lower third used in the video, with the text 'Cameroon'.

Video typography

Use Lato font for all typography. Select an appropriate style when designing to 1080p:

  • Title 1: Lato Regular or Bold 130px, auto leading
  • Title 2: Lato Regular or Bold 90px, auto leading
  • Title 3: Lato Regular or Bold 72px, auto leading
  • Title 4: Lato Regular or Bold 57px, auto leading
  • Body: Lato Regular 48px, auto leading
  • Subtitles: Lato Regular 28px, auto leading

Positioning
Ensure text is left aligned – this will ensure it is accessible and easily legible. Align title text vertically in the centre of the screen.

Text safe zones
Keep text, captions and subtitles away from the edges of the screen. Content that’s close to the edges may not display fully.

 

An example of text used in a video, with the words 'Footballer Benoit Assou-Ekotto travels to Cameroon to raise awareness of a blinding disease and Sightsavers' work to eliminate it.'

Video captions

All Sightsavers videos must contain captions: text versions of the audio to describe spoken words and all important sounds (unlike subtitles, which only display spoken words). They are invaluable for viewers with hearing impairments and those who prefer to watch with the volume muted. They also provide clarity when interviewees are speaking with an accent that may be difficult to understand.

  • All captions should be in Lato Regular font. If Lato is unavailable, use Arial Regular. The font size must be at least 28 px.
  • Use white text on a black background with 90% opacity.
  • The black background should be slightly larger than the text: it should span the full width of the text and finish at the end of the text without any large gaps. Don’t extend the background beyond the end of the text.
  • Don’t use italics, bold or underlining in video captions.
  • All captions should be a maximum of two lines. If more space is needed, split the caption onto the next screen.
  • All captions should be centred.
  • Leave a gap of four frames between each caption to make them easier to read.

Caption position

  • Do fit all captions within the text-safe zones in the lower section of the screen.
  • Don’t position captions over a lower-third element. Instead, position them immediately above the lower third. If this covers a person’s face, move the caption to the top of the screen.

Line breaks

  • Do make sure all captions are no longer than 40 characters per line.
  • Do add line breaks at logical points. The ideal break is at a punctuation mark such as a full stop, comma or dash, or at a point where you’d naturally pause when speaking or reading.
  • Don’t break a caption onto two lines if it will fit on one. A single line takes less time to read and is less distracting.
  • Don’t break a person’s name or job title over two lines.

Punctuation and numbering

  • Do start all sentences with a capital letter.
  • Do use an ellipsis (…) when there is a significant pause within a caption.
  • Do use double quotation marks to introduce speech, quotes or interviews that are not part of the main voiceover, if the person is speaking off screen. This will tell viewers that a new person or voice is speaking.
  • Do spell out numbers from one to nine, and use numerals for 10 or above. Include a comma in numerals with more than three digits: for example 1,200.
  • Don’t use double spaces. Use a single space after commas, colons, semicolons and full stops, and on both sides of dashes (but not mid-word hyphens).
  • Don’t use an ellipsis to indicate that the sentence continues on the next screen.
  • Don’t use single quote marks or apostrophes to introduce speech.
  • Don’t write out numbers of more than 100,000 in numerals (ie ‘3,000,000’). Instead, use ‘million’, ‘billion’ etc (ie ‘3 million’).

Timing

  • Do make sure the captions coincide with speech. Match the pace of speaking as closely as possible.
  • Do use a separate subtitle for each sentence where possible.
  • Do try to give additional time for viewers to read unfamiliar words, visuals and graphics, labels, and shot changes.
  • Don’t get the timings wrong. Subtitles should not anticipate speech by more than 1.5 seconds or remain on the screen for more than 1.5 seconds after speech has stopped.
  • Don’t end a sentence and begin a new sentence on the same line, unless the second sentence is very short.
  • Don’t use several very short captions in succession. It’s better to combine them into a single caption that is displayed for longer.

Music and sound

  • Do: caption all music or sound that is part of the action, or significant to the plot. Show sound effect captions in lower case, in square brackets, eg [dog barking], [child screaming].
  • Don’t: include captions on background music or sound effects if they’re not essential to understand the video (they will just be distracting).

Languages

  • Do: identify any languages being spoken that differ from the main voiceover. Use square brackets before the caption and the words ‘In xxxxx’, eg [In Hindi]

Video accessibility

For more information about video captions, text transcripts and other accessibility features, see the accessibility section of our brand book, entitled 'How we make our work inclusive'.

Video caption examples

Example of a video with a single-line caption.

Caption with single line of text


Example of a video with a two-line caption.

Caption with two lines of text


Example of a video caption containing an ellipsis.

Caption with ellipsis to indicate a pause


Example of a video caption with a sound effect.

Caption with sound effect detail


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Sightsavers brand book

Digital

Website graphics

Our websites use an established visual style and modules within WordPress to reinforce Sightsavers’ branding, using the same colours, fonts and design elements as used in printed content.

Note that all examples display differently when viewed on mobile devices.

Links and signposting
There are several ways to direct users through the site, including call-to-action (CTA) bars and boxes, and side modules that sit alongside text. Each contains a button. Links can also be included within text.

Icons and stat modules
These graphic elements are used to break up the page and draw users’ attention to a particular piece of information. They follow a similar style to Sightsavers’ printed graphic elements.

Campaign pages
Sightsavers’ websites use colour to differentiate specific fundraising and advocacy campaigns. These campaign pages and posts use a designated colour for their call-to-action bars, boxes and stat modules.

Website accessibility

We want our websites to be as accessible as possible. We follow the Web Content Accessibility Guidelines (WCAG), a set of international standards that cover best practice for online accessibility.

Read more about WCAG

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Sightsavers’ brand book