Newsworks brand toolkit
Welcome to the Newsworks brand toolkit. Here you’ll find our range of logos, information about our writing style (while not whilst - among not amongst), colour palette plus Powerpoint and Word templates. A PDF of the brand guidelines are also included which contains more detail. If you need any help, please contact ben.wright@newsworks.org.uk.
Tone
This page sets out our tone. As a company, Newsworks follow The Guardian’s style guide. We don’t try to use fancy or formal language, it wouldn’t suit our tone. We try to use words that are current and ordinary, so that we’re clear. Although, we do like an acronym (note: it’s always good to explain what it is the first time it’s mentioned). We want to engage with our audience, so in some communications we’re even colloquial – in Nuggets for example. Our website copy is to the point and factual. Factual is particularly important for research and data stories. We work in news, so we write in the present tense. We talk about companies, including agencies and clients, as singular – not them but it. We also, as a rule, use brand names as they use them, think easyJet, eBay and the7stars. We don’t overuse caps, nor any superfluous grammar.
Our design philosophy
When it comes to our creative, the general tone is: informed but informal, humorous but smart, clear and unfussy.
Style
Our style is very bold and graphic based with lots of iconography. This gives our design output a clean and modern feel.
Download .PDF (1.1mb)Brand guidelines
With our logo we have two versions - shadow and flat colour.
Our main logo is the shadow version but there might be occasions where a different version will be used - examples of which are outlined in the guidelines. If you are unsure of what version to use, just ask.
Download .ZIP (3.3mb)Logos
Download PNG, JPEG and EPS versions of each of our stakeholder logos below.
Our main colours are red, black, white and grey but we have an extended palette for use in charts and for individual projects. Please note: any colours that are not our main palette will require approval before use.
The vast majority of visuals we use are simple line illustrations. Illustrations should be clear and unfussy.
Although we rely on stock photography, we avidly avoid “classic” stock shots which look cliché - i.e. man in a suit smiling whilst looking at a newspaper.
We would always try and find something more contemporary and shot differently. Our preference is also black and white.
We use several sets of fonts depending on use. Please refer to the guidelines for specifics.
Print: Founders Grotesk | DC Display Egyptian CondensedWebsite: Neue Haas Grotesk Display Pro | Roboto SlabEmail / Powerpoint: Arial | Georgia
Download .ZIP (7.7mb)Fonts
We refer to The Guardian's style guide as a general rule.
Please refer to the brand guidelines for additional pointers.
Our Stakeholder titles:Daily MailThe Mail on SundayMailOnlineDaily MirrorSunday MirrorSunday PeopleThe SunThe Sun on SundayThe Daily TelegraphThe Sunday TelegraphThe TimesThe Sunday TimesThe IndependentiThe Evening Standard or London Evening StandardThe GuardianThe Observer
Please use the provided templates for Powerpoint and Word.
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