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.
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 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.
Sightsavers Yellow should be the main brand colour, particularly for case studies.
Raspberry relates to our mission. Use it for project and organisational information.
Blueberry relates to our data. Use it for statistics, infographics and research papers.
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.
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.
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.
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.
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.
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.
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.
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’.
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.
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.
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.
Punctuation and numbering
Music and sound
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'.
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.
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.
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