PRINCIPLES AND GUIDELINES FOR

GOVERNMENT AND THE NHS

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1. INTRODUCTION

2. OUR VISION

3. OUR OBJECTIVES

4. SUPPORTING DIET AND ACTIVITY

5. OUR AUDIENCE

6. WHEN TO USE CHANGE4LIFE

7. CO-BRANDING WITH CHANGE4LIFE

8. PROMOTING SUB BRANDS

9. CREATING NEW SUB BRANDS

10. CREATIVE GUIDELINES

11. LOGO, ASSET AND COLLATERAL DISTRIBUTION

CONTENTS

11. INTRODUCTION

Thank you for your interest in supporting the Change4Life movement.

This document outlines how government organisations and the NHS

can support Change4Life in order to help achieve its behaviour change

goals. It outlines the objectives of the movement, its target audience

and explains how it talks and acts.

It also explains the principles that inform how organisations can use

the brand in communications and provides guidance on how its assets

can be applied to communication materials.

2 2. OUR VISION

Change4Life is a society-wide movementthat aims to prevent people from

becoming overweight by encouraging them to eat better and move more.

33. OUR OBJECTIVES

The campaign will encourage target groups to:

• Be aware of the risk of accumulating dangerous levels of fat in their bodies and understand the health risks associated with this condition.

• Reduce overall calorie intake and develop healthier eating habits. In particular by :

- cutting down on foods and drinks high in added sugar

- cutting down on foods high in fat, particularly saturated fat

- reducing frequency of snacking in favour of regular balanced meals

- eating more fruit and vegetables (increase 5-a-day habit)

• Increase exercise by engaging in regular physical activity, with particular emphasis on parent/child activities and by avoiding prolonged periods of

inactivity or sedentary behaviour.

44. SUPPORTING BOTH DIET AND ACTIVITY

A key insight is that consumers will happily ‘trade off’ less healthy

behaviour in one area with claimed better behaviour in another. For

example, condoning excessive snacking because of high levels of

activity.

Aside from the over-claims that frequently accompany these

justifications, the evidence suggests the only effective means of

preventing obesity is by being active on both ‘calories in’ (diet) and

‘calories out’ (exercise).

Therefore any communication that uses the Change4Life branding (or

sub brands) must support our goal of encouraging desired changes in

behaviour as regards both diet and activity levels.

To support this, the logo must always appear with the line locked up to

it. (This does not apply to sub branding.)

Partners must also include the following copy in one or more of their

communication channels:

“To maintain a healthy weight, we need to both eat well and move more.

Many families are making changes that will help them live healthier

and longer lives. Visit www.nhs.uk/change4life or call 0300 123 4567

for more information.”

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Change4Life is a society-wide movement that encourages everyone to

make changes to their diet and activity levels in order to reverse the

growing trend of obesity and obesity related illnesses.

At the broadest level, our target audience is everyone in England, as

everyone is potentially at risk.

Our focus is on long term prevention, as there is a strong ‘conveyor

belt’ effect of weight gain at a young age leading to becoming

overweight or obese by middle age.

We are therefore primarily focusing on families, with the objective of

instigating healthier behaviours amongst their children that will serve

them well as they grow up. We are particularly targeting parents with

younger children (0-11) and those who are pregnant or attempting to

become pregnant.

Within this group, we have identified clusters of families who are

most at risk of becoming overweight or obese. A full insight and

segmentation breakdown is available from the Department of Health.

To view this document email your request to

c4lpartnerships@dh.gsi.gov.uk

5. OUR AUDIENCE

66. WHEN TO USE CHANGE4LIFE

Services or products provided or commissioned by the NHS or by local

government can use the Change4Life name, its logo and sub brands,

provided that:

• The services offered relate to food and/or activity

• The services offered are not clinical solutions

Here are some examples of permitted services/products:

Cooking classes

Recipe suggestions

Accompanied walks

Subsidised gym memberships

Free swimming

Toddler activity groups

Breastfeeding cafes

Community weight management programmes (including

programmes commissioned in partnership with organisations such

as Slimming World)

Child weight loss programmes such as Mend or Carnegie Camps

(provided these have been commissioned by the NHS or local

authorities)

Examples of products and services that are not permitted to co-brand

with the Change4Life brand:

Bariatric surgery

Drug treatments

Products, services or campaigns which have no diet or activity

component, such as smoking, alcohol or sexual health

OUR AUDIENCE

While the initial focus in the development of the Change4Life brand

has been families, it is permissible to use the brand and its sub brands

on services that are used by adults who may not have children.

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EXPLORETOWN XON FOOT10 GREAT WALKSThis is dummy copy and will be replaced at a later stage when the actual copy has been writtenand will occupy this area of the layout when finished. This is dummy copy and will be replaced.

City CouncilX

7. CO-BRANDING WITH CHANGE4LIFE

The examples of communication materials shown on this page indicate

how the Change4Life brand could work with your own identity.

Anytown HospitalNHS Trust Anyshire Any Region

The examples shown above are positional guides only. Please refer to the NHS brand

guidelines for specific measurements of the NHS logo on different sizes of paper.

NOTE: When an ad is commissioned by the NHS, the Change4Life logo appears on the bottom left

hand corner, with the organisation’s logo appearing on the bottom right hand corner. When an ad is

commissioned by Change4Life, these positions are reversed, see page 26 for examples.

Change4Life is a flexible brand and we hope you will use it in a wide range of applications and healthy

living materials. To use Change4Life or one of the sub brand logos, simply follow the co-branding

guidance shown in your own brand guidelines, whether that is the NHS brand guidelines (see www.

nhsidentity.nhs.uk/tools-and-resourses/communications-partnerships) or guidance on branding given by

your own school or local authority. Please just follow the exclusion zone given for the Change4Life logo in

sections 9A & 9B.

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If a partner organisation is running a diet or activity campaign or

initiative they can choose to use a sub brand to demonstrate that it is

part of the Change4Life movement.

In this instance a key diet related or physical activity related word

replaces ‘change’ to prefix 4Life to create a sub brand e.g. Walk4Life,

Play4Life.

There are a range of Department of Health approved sub brands that

are already available for use – see right. Toolkits are being developed by

DH for each of these sub brands for use by local communities.

Sub brands may be used on pack in certain circumstances, and will be

considered on a case by case basis. On pack use of sub brands will only

be possible where express permission has been granted by DH.

8. PROMOTING SUB BRANDS

breakfastbreakfast

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In exceptional circumstances, where use of the master Change4Life

logo or one of the approved sub brands isn’t appropriate, a partner can

create a new sub brand to represent a new diet or activity campaign.

For example, if partner X wishes to run a promotion around free

frisbees, they can create a sub brand called Frisbee4Life.

9. CREATING NEW SUB BRANDS

HOW TO CONSTRUCT NEW SUB BRANDS

It’s important that people who see a Change4Life sub brand can

immediately recognise that it’s promoting positive healthy living in

relation to either diet or physical activity or both – there should be

no ambiguity.

Partner organisations should aim to choose a prefix to 4Life that meets

the following criteria:

- it is a healthy diet related word or it is a physical activity related word

- it is no more than two words in length, although one is better

- it is a ‘doing’ word (active not passive)

For example: hulahula

toddletoddle

volleyballvolleyball

healthyswapshealthyswaps

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Sub brands must not:

- include the name of an organisation

- be a clinical intervention

- be a pre-existing campaign or programme name

- be a place name

- the title of a book

The following prefixes are already in use and are not available as part of the Change4Life

movement: Race4Life, Abseil4Life, Cycle4Life, Relay4Life.

hospitalxhospitalx

companyxcompanyx

schoolxschoolx

citycouncilxcitycouncilx

eateat

gogo

londonwalkerslondonwalkers

bonebankbonebank

quitsmokingquitsmoking

9. CREATING NEW SUB BRANDS

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ACKNOWLEDGING THE LINK TO CHANGE4LIFE

When any sub brand is used a partner must acknowledge the link to

the overall Change4Life movement. To achieve this, partners must

include the following copy in one or more of their communication

channels used to support Change4Life:

“(Partner X) is part of the Change4Life movement. In order to maintain

a healthy weight we need to both eat well and move more. Many

families are making changes that will help them live healthier and

longer lives. Visit www.nhs.uk/change4life or call 0300 123 4567 for

more information.”

APPLYING FOR NEW SUB BRANDS

Any initiative must satisfy either the:

• Partner Terms of Engagement (for national organisations)

which will be supplied by the Change4Life Partnerships

team at DH and will need to be returned signed.

• Campaign Terms for Local Supporters (for NHS workforce,

Government, schools, local voluntary organisations) which

can be found on www.nhs.uk/change4life.

Any organisation wishing to create a new sub brand should complete an

application form which can be downloaded from www.nhs.uk/Change4Life.

There should be clear rationale as to why they cannot brand or co-brand

their activity with either the Change4Life master logo or one of the

approved sub brands.

Applications should be submitted to the Change4Life partnerships team

on c4lpartnerships@dh.gsi.gov.uk. Please allow 10 working days for us to

consider your proposal.

9. CREATING NEW SUB BRANDS

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A. THE LOGO

B. CREATING SUB BRAND LOGOS

C. COLOURS

D. TYPOGRAPHY

CONSTRUCTING HEADLINES

BODY COPY

CONTEXTUAL ALTERNATE CHARACTERS

CONSTRUCTING HEADLINES

SUPPORTING FONTS

E. CHARACTERS

GENERAL

CHARACTER ALPHABET

F. TONE OF VOICE

G. COMPOSITION

9. CREATIVE GUIDELINES

139A. THE LOGO

USE OF THE MASTER LOGO

There are three master varients of the logo, suitable for use across all

media channels. The master logo is the preferred version but there

will be instances where third party users are unable to incorporate

an entire yellow background. In those situations use the secondary

logo. Finally the mono logo is for use in special situations where

print restictions would mean in is impractical to print in full colour.

When a partner can only print communications with a singular or

‘spot’ colour, you can add colour to the mono Change4Life logo,

example shown right.

However, only colours within the Change4Life colour palette can

be used (see section 9C). Red is the default colour, followed by

blue and black.

To maintain definition of the mono and single colour logos, various

tints are applied.

Characters outlines - 100%

Fill colour of number ‘4’ - 75%

Fill colour of ‘life’ - 50%

Fill colour of ‘change’ - 25%

MASTER LOGO should appear on a solid yellow back ground

SECONDARY LOGO MONO LOGO SINGLE COLOUR LOGO EXAMPLE

9A. THE LOGO

149A. THE LOGO

Minimum 35mm wide

LOGO EXCLUSION ZONE

LOGO MINIMUM SIZE

LOGO CROPPED ON YELLOW BACKGROUND

MINIMUM LOGO SIZE

The minimum size the logo can be used is 35mm wide.

LOGO EXCLUSION AREA

All variants of the logo have an exclusion zone. This is equivalent to the

measurement of the width of the figure 4 in the logo on all edges,

with the exception of the top edge which crops as shown right.

LOGO ON CROPPED YELLOW BACKGROUND

If you want to show the logo on any coloured or visually busy

background, you can use the “cropped” version of the logo.

The yellow area is equivalent to the exclusion zone.

BRANDING RELATIONSHIPS

Where the logo is used in co-branding ensure the 2 branding elements

are sized to have equal prominence. It is important that the 2 branding

elements are not too closely positioned together. The two brands

should never be directly linked, it is not “PartnerXChange4Life” as a

single entity.

159B. CREATING SUB BRANDS

Sub brands are created by using the logo version of the font.

Please follow the guide below to ensure the correct size relationship

between a sub brand word and the 4Life letters.

1. Create text box and type sub brand word in Change4Life Logo

Outline in BLACK. Type size must be 100pt.

2. Create duplicate of text box and paste directly in front of original box

(see diagrams below for keystoke)

3. Change font colour to Change4Life blue and change font to

Change4Life Logo Fill.

4. The 4Life words must be sized to 84mm wide and be positioned

8.5mm away from the sub brand, as shown.

5. Visually align the sub brand word and the 4Life on their baselines,

this will vary due to the random baselines in both fonts. Achieve a visual

alignment considering all the characters.

This is now a master lock-up for you to always refer to. You may want to

now convert the text to vector paths to help you scale the logo to the

final size you wish to use it, or create an EPS which can be placed in other

artwork programs.

Size = 100pt 4Life = 84mm wide

gap = 8.5mm wideVisually alignon baseline

This new logo can be used in 4 ways:

1. Master logo, using the yellow background

2. Secondary logo

3. Mono logo

4. Single colour logo

SECONDARY LOGO

MASTER LOGO

MONO LOGO

SINGLE COLOUR LOGO

169B. CREATING SUB BRANDS

MINIMUM LOGO SIZE

The minimum logo size is determined by the

height of number 4 in 4Life. This must be no

smaller than 6mm high.

LOGO EXCLUSION AREA

All variants of the logo have an exclusion. This is

equivalent to the measurement of the width or

height of the figure 4 in the logo on all edges, as

shown right.

BRANDING RELATIONSHIP

Ensure the 2 branding elements are sized to have

equal prominence. It is important that the 2

branding elements are not too closely positioned

together. The two brands should never be directly

linked, it is not “PartnerXwalk4life” as a single

entity.

6mm high ‘4’

LOGO EXCLUSION ZONE

LOGO MINIMUM SIZE

BRANDING RELATIONSHIP

PartnerX

179C. COLOURS

Simplicity is a distinguishing characteristic of the Change4Life

campaign. This is achieved by the use of a consistent and simple colour

palette.

Our primary colours are Change4Life Yellow and Change4Life Red.

Yellow is the main colour of the campaign and should be used for all

backgrounds. Red is used for body copy, red and black are used for

headlines.

Our secondary colours should be used sparingly. All characters and

assets have been created using these colours.

CMYK 90 0 0 0

Change4Life Blue

90% PANTONE process cyan

PRIMARY COLOURS

CMYK 0 0 100 0

Change4Life Yellow

PANTONE Yellow

CMYK 0 100 100 0

Change4Life Red

PANTONE Red 032

CMYK 0 65 91 0

Change4Life Orange

PANTONE 172

CMYK 80 0 100 0

Change4Life Green

PANTONE 354

CMYK 0 90 0 0

Change4Life Magenta

90% PANTONE process magenta

SECONDARY COLOURS

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This is testheadline for you to view

9D. TYPOGRAPHY

The Change4Life campaign has its own typographic style.

It is available as a headline specific font and a text specific font and

must only be used in relevant situations.

There is also a logo version of the font which can only be used for

creating sub brand logos.

The typeface can only be used in Change4Life communications

materials. It must not be used outside of the campaign.

CHANGE4LIFE HEADLINE

CHANGE4LIFE TEXT

abcdefghijklmnopqrstuvwxyz1234567890!#%& •()*+,-./:;=?@‘’“”–—

abcdefghijklmnopqrstuvwxyz1234567890!#%& •()*+,-./:;=?@‘’“”–—

abcdefghijklmnopqrstuvwxyz1234567890!#%& •()*+,-./:;=?@‘’“”–—

CHANGE4LIFE LOGO

abcdefghijklmnopqrstuvwxyz1234567890!#%& •()*+,-./:;=?@‘’“”–—

abcdefghijklmnopqrstuvwxyz1234567890!#%& •()*+,-./:;=?@‘’“”–—

This is testheadline for you to viewThis body copy will be the sample to

follow when you create layouts, possible

combinations can be positioned within

the page design to be finalised.

199D. TYPOGRAPHY

CONSTRUCTING HEADLINES

The headline style requires construction to achieve the outlined shadow

appearance. This is easily done in a wide range of applications.

The easiest method is described below.

Construction process:

1. Create text box and type headline in Change4Life Headline Fill

in Change4Life red.

2. Create duplicate of text box and paste directly in front of original box

(see diagrams below for keystoke)

3. Change font colour to black and change font to Change4Life Headline

Shadow.

PRINCIPLES OF USE

Headlines are always set in lower-case, NO CAPITALS.

Headlines are always ranged left.

Headlines should be set with (0) letterspacing.

Linefeed should be the same as the capheight, i.e.

100pt capheight = 100pt linefeed.

Change4lifeheadline fill

change4lifeheadline filland shadow

change4lifeheadline filland shadow

Keystroke for PASTE IN FRONT

Adobe InDesign, Quark

Keystroke for PASTE IN FRONT

Adobe Illustrator

209D. TYPOGRAPHY

This body copy will be the sample to follow when you create layouts, possible combinations can be positioned within the page design to be finalised.

You can use a slight paragraph space to emphasis a new paragraph or for a visual pause if you wish.

This para space is 2pts more than the 16pt line-feed.

CMYK 0 0 100 0

Change4Life Yellow

PANTONE Yellow

CMYK 0 100 100 0

Change4Life Red

PANTONE Red 032

BODY COPY

Change4Life text should be used for all body copy.

Basic rules for setting body copy are:

1. Ideally body copy should be ranged left.

2. Set body copy in upper and lower case at all times.

3. When writing ‘Change4Life’, the ‘C’ and ‘L’ should be capitalised. This includes

when asking people to ‘Search Change4Life online’. The only exception to this rule

is when directing people to the actual URL, in which case the ‘c’ and ‘l’ should be

lower case e.g. ‘www.nhs.uk/change4life’. ‘Search Change4Life’ should be used on

consumer facing materials where possible, rather than www.nhs.uk/change4life

4. Letterspacing should be set to (0).

5. Line-feed is ideally set to 2pts greater than the cap-height, so the example shown

right is 14/16pt, but this can vary depending on the width of the body copy block.

6. Use a text measure that suits your layout, but remember not too wide.

7. Do not use paragraph indents, but if you wish, use a slight paragraph space to

help legibility. The example shown right is 14/16pt, with 2pt paragraph space.

COLOURS

Body copy should always appear in Change4Life red on a Change4Life yellow

background colour. Online, black can be used where required.

219D. TYPOGRAPHY

CONTEXTUAL ALTERNATE CHARACTERS

The Change4Life fonts have alternate versions of all lowercase

characters and numbers to give set text a more hand-lettered and less

typographic feel. These alternates are automatically inserted by the

“Contextual Alternates” feature in OpenType savvy applications such as

the Adobe Creative Suite and Quark Xpress 7. This feature should be on

by default in these applications with the exception of Adobe Illustrator.

To activate the feature in Adobe Illustrator, go to the “OpenType

Palette” and click on the “Contextual Alternates” button (symbolized

with a script “o”).

aabbccddeeffgghhiijjkkllmmnnoo

ppqqrrssttuuvvwwxxyyzz11223344556677889900

Soon therewill appeartomatoes

012213340supplement

Contextual alternate characters shown in blue

229D. TYPOGRAPHY

SUPPORTING FONTS

The Change4Life typeface will not be suitable for very copy heavy

features or articles, therefore we recommnend using Bliss as the

supporting typeface. Bliss is available in a wide range of weights

and styles that will be more suitable for a larger text content. These

guidelines are set in the Bliss family of typefaces.

Bliss is readily available and can be purchased from your usual font

supplier.

BLISS Light, Light Italic

BLISS Regular, Regular Italic

BLISS Medium, Medium Italic

BLISS Bold, Bold Italic

BLISS Extra Bold, Extra Bold Italic

BLISS Heavy, Heavy Italic

BLISS LIGHT

Bliss is recommended for larger blocks of copy that might other

wise be difficult to read. This is a clean and crisp, highly legible

typeface. It is warm and friendly in style, not overly fussy or

difficult to read. It is suited to large blocks of copy and is easy

on the eye. Bliss is recommended for larger blocks of copy that

might otherwise be difficult to read. This is a clean and crisp,

highly legible typeface. It is warm and friendly in style, not

overly fussy or difficult to read. It is suited to large blocks of

copy and is easy on the eye. Bliss is recommended for larger

blocks of copy that might otherwise be difficult to read. This is a

clean and crisp, highly legible typeface. Its is warm and friendly

in style, not overly fussy or difficult to read. It is suited to large

blocks of copy and is easy on the eye.

BLISS REGULAR

Bliss is recommended for larger blocks of copy that might

otherwise be difficult to read. This is a clean and crisp, highly

legible typeface. Its is warm and friendly in style, not overly

fussy or difficult to read. It is suited to large blocks of copy and

is easy on the eye. Bliss is recommended for larger blocks of

copy that might otherwise be difficult to read. This is a clean

and crisp, highly legible typeface. Bliss is recommended for

larger blocks of copy that might otherwise be difficult to read.

This is a clean and crisp, highly legible typeface. Its is warm and

friendly in style, not overly fussy or difficult to read. It is suited

to large blocks of copy and is easy on the eye.

239E. CHARACTERS

GENERAL

Change4Life characters exist in a range of positions and poses.

A selection of these can be seen on the right, but the full directory can

be found online at www.nhs.uk/change4life

These characters are created using a distinctive style that is unique to

the campaign. Please do not create your own characters.

249E. CHARACTERS

CHARACTER ALPHABET

Also available is an alphabet made up of the Change4Life characters. This

can be used to form appropriate words and can be accessed through the

website.

259F. TONE OF VOICE

Change4Life is created to be a friendly imperative to change for our

children’s future.

This spirit informs everything that the brand does, and inspires the way

we write copy. The following 5 words and their definitions should be kept

in mind when writing copy for Change4Life.

Friendly

The brand treats this serious subject in an approachable way. It manages

to remain upbeat and optimistic even when delivering heavy news.

The movement consists of real people and so uses real people speak,

not medical dictionary terminology. Where possible, it makes dry

information accessible, snappy and memorable.

‘Children eating to their appetite, via appropriate control of serving size’

becomes ‘me size meals’.

‘Reducing the amount of excess sugar in our bodies by choosing low

sugar or sugar free foods’ becomes ‘sugar swaps’.

It rarely uses the word obesity.

Imperative

Beneath its welcoming tone, the movement is nevertheless gently firm

on the need to change.

It’s not shy of delivering sometimes unpleasant news, although always

manages to do this in an engaging manner.

It insists, it chivvies, it cajoles. But it manages to do this without ‘telling

us what to do’.

This is a skill that mums know all about!

Encouraging

People generally don’t like change. Nevertheless, change they must, if

Change4Life is to achieve its goals.

So, whilst making the imperative to change abundantly clear, the

methods of achieving it are kept flexible and accessible.

Small changes, easy swaps, choices and alternatives, plus a good measure

of support, encouragement and mutual reinforcement.

269F. TONE OF VOICE

Child friendly

Whilst the target audience is mums (and dads), the movement embraces

kids for the simple reason that mums know they have to work with their

kids, not against them.

The movement therefore speaks in a way that mums know their kids will

get.

Whilst it falls short of being childish, its language is deliberately written

in child accessible ways, using simple hooks like rhyming, 1 – 2 – 3,

alliteration, colloquialisms etc

Supportive

The brand looks ahead.

It does not look back, or blame, or criticise. It offers help for the future.

Its aim is to improve the future life expectancy of a generation (and

generations to come).

Now there’s an incentive to start making changes, and to continue.

Example copy 1

FUN IS THE BEST GYM

You don’t need a gym to keep you and your kids active.

Play in the park, walk the dog, dance, kick a ball around.

Anything.

Every little activity stops you from storing up dangerous levels

of fat in your body.

And the only thing you will store up is happy memories.

To find out what you can do to change, visit

www.nhs.uk/change4life or call 0300 123 3434.

279G. COMPOSITION OF LOCAL ADVERTS

Simplicity is at the heart of the Change4Life brand and nowhere is this

more evident than in creative execution. Here are some basic principles

to follow when constructing adverts:

1. Yellow should always be used as the background colour.

2. Images should be drawn from the image directory (see section 9E for

details). Keep the layout simple and uncluttered.

3. Restrict colours used to the Change4Life colours.

4. Headlines should be positioned above the image.

5. Copy should be aligned left and appear no smaller than 8 point.

6. The Change4Life logo should appear bottom right.

7. The partner logo should appear bottom left.eat well move more live longer

This is dummy copy and will be replaced at a

later stage when the real copy has been written,

it is intended to reflect the final appearance of

the words positioned in this area.

this is a sample

headlinethis is a sample

headline

eat well move more live longer

This is dummy copy and will be replaced at

a the words positioned in this area.

sampleheadlineSampleheadline

PartnerX

2810. LOGO, ASSET AND COLLATERAL DISTRIBUTION

DOWNLOADING LOGOS AND ASSETS

All assets can be downloaded from either

www.dh.gov.uk/change4life or

www.nhs.uk/change4life

NEW SUB BRAND SUBMISSIONS

Proposals for new sub brands should be submitted to the Change4Life

partnership team on c4lpartnerships@dh.gsi.gov.uk

Please allow 10 working days for us to consider your proposal.

CHANGE4LIFE MARKETING MATERIAL

NHS & local government partners are encouraged to commit to

distributing Change4Life marketing materials direct to citizens, your

staff and/or volunteers. Marketing materials will soon be available for

free via www.nhs.uk/change4life