Style Guide

Woodcraft Folk Brand

When you’re sending communications out on behalf of Woodcraft Folk (whether it’s Folk Office, a centre or your local group or district), you can follow these simple steps to help us become better known and understood as an organisation.

1. Use our name consistently

When talking about Woodcraft Folk use our full name. ‘Woodies’, ‘The Folk’, ‘Woodcraft’ might be understandable to those who are already involved, but using ‘Woodcraft Folk’ whenever we are writing or talking about our organisation will help more people to understand that we’re all part of the same thing.

2. Format your text

For the main text of your email, flyer or letter, use Montserrat in its regular weight. In most cases you want a font size of 11 or 12pt. We use this font as it is a standard font on Google Suite, as well as being supported by web browsers and email clients. This means that most people will be able to both create and view text in this font. It should look the same for the recipient as when you write it, even when you use different systems.

For headlines use ​Monserrat Bold​ (select the font Monserrat and then apply bold formatting in most word processing software). You want to make titles stand out, so use 14pt for main headings and 12pt for sub-headings. ​You can also use bold in the text to emphasise key points.

For titles use Poppins Bold.

3. Use an up-to-date logo

We’ve made subtle changes to the logo over the years, with the most recent design created in 2011 following a branding project mandated by Annual Gathering. It helps us to be better known and understood if we all use the same logo. This is the version of the logo that we’d like everybody to be using:

As you can see, it comes in colour, black & white, and outline versions depending on where you are using it. If you will be printing in colour or your communication will only be viewed on screens, use the colour version. If you need to print in black & white, or you’re overlaying the logo onto a photo or other coloured background for a publication, a single colour version of the logo will work better.

The logo should appear at least once in each document or communication, but it definitely shouldn’t appear more than once on the same page. If the communication is going mostly to non-members e.g. a flyer to promote a group or a letter to an MP or newspaper, then you should always use the logo accompanied by the organisation name and strapline:

If you need to resize it to fit your publication, make sure the logo stays circular and isn’t squashed. If it is enlarged to the point of becoming pixelated, get in touch with [email protected]​ and we can supply the file at a larger resolution. For professional print quality, you can use the vectorised .EPS version of the logo, however this isn’t compatible with all word processing software.

4. Use a good picture

One of the challenges with communications that members raise a lot, is that our name and logo don’t tell people exactly what we do. That might change in the future, but for now the best thing to do is use photos wherever possible that show what we have to offer. If you are creating a flyer for a group, sending out an email about an event, or creating a publication, try to lead with images that are relevant to what you are talking about. As a minimum they should be:

  • In focus
  • Of a high enough resolution so they’re not pixelated
  • In full colour (unless you have to print in black and white)

Remember we are a charity for children and young people, so in most circumstances the most appropriate image will be of a children and young people taking part in activities. You need to make sure appropriate permissions have been sought from the people in the photo or their parents/guardians for it to be used for publicity purposes.

If you’re trying to promote a specific event or opportunity, think about whether that image would make you want to attend. Do the attendees look like they’re enjoying the training? Is the image showing the most attractive activities that take place on camp? If you’re setting up a new group or trying a new activity for the first time, you can ask Folk Office or neighbouring groups and districts if they have an image that you could use.

Any questions?

If you need help with branding or communications, do get in touch ​[email protected]


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