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How to use our branding, logos and artwork

It’s essential you always keep the campaign branding when you're creating your local campaign – even if you are adapting them in any way. Our brand guidelines and artwork, plus our other materials, will help you to use our marketing materials correctly for your local campaign.

Brand guidelines give you a clear direction to follow, along with advice on messaging, art direction, and imagery. They cover different areas, such as regional branding and tone of voice. They allow you to be flexible when creating your own ads while using the correct font and logos across different channels.

Familiarise yourself with these guidelines before you start changing or creating new artwork.

Using logos

Certain campaign logos need to be included when using our resources across every marketing communication. Sometimes you may need to include more general logos across all assets. You'll find strict instructions on how to use logos, including logo positioning, size, and colour specifications for each of our campaigns.

Always check the brand guidelines and existing ads, so you are clear on how the logo should be used for the format you want.

Requesting open artwork files

Most resources on this website can be used as they appear on the original ads. In other words, you can easily download and use an existing high-res PDF of a poster for your campaign.

However, we can provide open artwork files, which allow you to customise campaign materials to suit your local activity. To request open artwork formats email Once you have adapted the artwork, you will need to submit these to us by the email above for approval. Make sure you leave enough time for approvals before you go live.

Supplying your artwork files

Depending on the kind of marketing materials you choose, there will be different file types to supply, for example:

  • posters will be in the form of a high-res artwork PDF
  • digital banners could be different files, to ensure they run correctly – usually EPS files (an Encapsulated PostScript file containing text and graphics) with back-up GIFs (a Graphics Interchange Format is the simplest bitmap image format)
  • emails are supplied as PSD files (i.e. Photoshop Document) with JPEGs for the design (this will compress any large files).

Always double-check the ad specifications, so you know you're using the correct file type before running your campaign or supplying any files to us for approval.

Measuring brand awareness


Talk to a random selection of people through online, email or phone surveys to find out if they are familiar with your brand.

Website traffic

Measuring traffic to your campaign website can, over time, give insights into brand awareness. A good way to do this is through Google analytics' direct channel.

Searching volume data

You can look at the volume of searches for your brand name using a number of different tools such as Google Trends. This will help to know if they are increasing over time and you are building your brand.

Social listening

Reviewing online, organic conversations about your brand, across social media and the web, is one of the most effective ways to measure awareness. These opinions are unbiased and natural (which can be a problem with surveys). And using tools like Brandwatch make it easy by letting you filter such things as volume of mentions and reach.

Last updated: 25 July 2023