visual identity guidelines
updated aug 2023
introduction
These guidelines are intended as a guide to help protect and implement the Homewards brand successfully across a range of applications.
Homewards has an ambitious aim of ending homelessness in the UK.
These guidelines are best viewed
in Google Chrome (desktop).
The menu above can be used to
navigate between sections.
logotype
overview
The logotype is the most important element
of our visual identity, it's our name and communicates who we are to the world. It should always be used prominently and
with confidence.
It has been carefully drawn to achieve
optical alignment and balance and should never be redrawn or adapted in anyway.
logotype
clearspace
To ensure our logotype is always clear and
free from infringement we have an exclusion area. This exclusion area is equal to the
width of the H stroke.
No other graphic elements should
intrude this area.
logotype
usage
The logotype should always be used
in a bold and confident manner.
v1. Full width logotype
Logo placed at bottom of page
when full-width
v2. 70% width logotype
Logo measures 70% of page width
v3. Right alignment
Right alignment to reflect momentum
and trajectory forwards
logotype
symbol
The logotype should be used wherever possible. In special cases, the ‘h’ can be extracted to create a symbol e.g. to identify locations on a map.
The full logotype remains the primary asset and the ‘h’ symbol should be used sparingly.
v1. Logotype usage
The full logotype should be used in most instances (e.g. social media)
v2. Symbol usage
The symbol should be used in more abstract instances
(e.g. highlighting Homewards locations on a map)
colour
palette
We use a bright and vibrant colour
palette as a tool to communicate the
energy and optimism we have towards
ending homelessness.
linen
sun
brick
clay
petal
sky
lawn
slate
black
white
colour
accessibility
These combinations are advised for web use. Those marked ‘AAA’ or ‘AA’ pass on both large and normal. ‘AAA large only’ passes on ‘AA’ large and normal.
colour
combinations
Other colour combinations
can still be used for communications.
typeface
overview
Case
– headings + statements + quotes
lowercase
– body text
sentence case
Kerning
Metrics
Tracking
0
(-20 tracking for location
lock-ups only)
Leading
120%
(110% above 75pt)
Alignment
Left or centred
The primary typographic style is left-aligned and text should appear so wherever possible.
In special instances, for example an infographic or quote, text can be centre-aligned if this aids the overall aesthetic and readability of the content.
typeface
usage
Homewards is a lowercase brand.
Headlines, statements and quotes should
always be lowercase to communicate
our friendly and approachable brand personality.
Sentence case should only be used
in body copy.
location
lock-ups
Homewards is locally led and puts collaboration at the heart of the response.
Our locations will form local coalitions of committed people, organisations and businesses, who will work together to create and deliver a plan to prevent and end homelessness.
location
lock-up constructions
When pairing colours for the different Homewards locations, please ensure they are appropriate for the location. Please take particular care of any controversial, political or religious colour associations specific to that region.
v1. classic lock-up
-20 tracking
v2. optical alignment
allow overshoot of curved
characters to ensure optical alignment
(-20 tracking)
v3. long name
long location lock-ups should shrink to 50% of the pt size of the logotype
(-20 tracking)
partnership
lock-up
Ending homelessness is a challenge that requires commitment from the whole of society.
That is why we have brought together the Homewards Partnership: an unprecedented network of individuals and organisations – committed to demonstrating that together it is possible to end homelessness – that will support our locations and galvanise national and international momentum.
Designer discretion should be used
to scale logo appropriately.
Horizontal lock-up
maximum logo height
Vertical lock-up
maximum logo height + width
Horizontal lock-up + Location name
maximum logo height + width
Vertical lock-up + Location name
maximum logo height + width
