Applying our identity to newsletters can help us provide consistent and authentic communications.
Using our brand assets in newsletters will help with recognition and trust for our audiences. Different newsletter platforms will have different allowances for how freely our identity can be applied. Despite the potential limitations, this guidance will help create effective newsletters.
Applying our logo to your newsletter can help add a level of authenticity and status. Your audience and the level of relationship can help you decide where to place this eg at the top in the centre or in the footer.
Source Sans Pro should be the preferred font to use in newsletters. Different newsletter platforms will have different specifications for how weightings can be applied to the text. As a general principle, headings, subheadings and body copy should follow a hierarchy in terms of size and weight.
Colour can be used to aid your reader with navigation and to highlight key messages or calls to action. Try to be consistent in your application of colour and how it is used. For example, using the same colour and font weighting for section headers will help your reader navigate your text. The same principle can be applied to links, buttons, calls to action and other elements of your newsletter. Refer to our colour guidance for more details.
Remember to refer to our tone of voice guidelines to ensure you’re communicating effectively - with heart and steel.
Images can help to break up text as well as reinforce your message. Remember to refer to our photography guidance if you're commissioning new photography. There are also many images to choose from on our Asset Bank. We recommend not using photos in header images as this can cause problems with the legibility of text.
Use dividers to break up large pieces of unconnected content or distinguish between sections of your newsletter.
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