Our brand
Welcome, and thank you for working with the Ernest Cook Trust. We’re delighted that you are part of our mission to help young people cultivate deep-rooted connections with the land, through outdoor learning and experiences in nature.
We believe that the most compelling visual outcomes come from true, open collaboration, where a deep understanding of a brand meets a passion for translating ideas into impactful design.
These guidelines act as a starting point for partners who want to bring the Ernest Cook Trust brand into their own messaging.
Representing the Ernest Cook Trust brand clearly and correctly is key when creating designs that feature our logo. Below, you’ll find guidance on how to use both our primary logo and primary colour palette.
We always love collaborating with our partners. Please send us whatever you create using our brand, so we can make sure it’s in line with our guidelines.
To do this, simply email the team at brand@ernestcooktrust.org.uk. Please don’t hesitate to reach out if you need any help with your work.
Thank you, and we look forward to working with you.
Logo usage guidance
The primary version of our logo should be used in all instances unless stated otherwise by the Ernest Cook Trust team.
These are the colourways for our logo:
- Forest Green
- Sprout Green
- Dove White
The correct version should be used, depending on the background colour, to ensure the highest level of accessibility.
When the logo is used on an image background, it should be included in the colour that provides the greatest contrast to the background.
If a single colour version of the logo is required, please use either the black or white version supplied.
Clearspace and minimum size
Our logo needs space to ensure legibility and give our brand the visual impact intended. The graphics below demonstrate the minimum clear space around our logo.
In especially tight spaces, it may be necessary to disregard the clearspace guidelines in order to preserve the logo size and ensure legibility.
Partnership lock-ups
As demonstrated above, use ‘X’ to establish the distances when creating third-party lock-ups. A 1pt keyline in Forest Green should separate the Ernest Cook Trust logo from other logos, as shown below.
File formats
The Ernest Cook Trust logo file you use always depends on your media type:
Digital: RGB
Print: CMYK
Spot printing: Pantone (upon request)
For digital
.SVG / .AI
This is a vector-based logo that can be scaled up and down to any size without loss of quality. It should be the primary file to use for digital.
.PNG / .JPG
These are pixel-based images that should not be scaled up in size, as it will result in a loss of quality. It is the secondary format for digital.
For print
.AI file
This is a vector-based logo that can be scaled up and down to any size without loss of quality. It should be the primary file to use for print.
Never alter or change the colours, linework or shape of the logo. Use only one of the versions available to download.
Colour
The Ernest Cook Trust’s colours should be used throughout the brand to create unique, striking and clear communications. It should be used as the first contact with the charity that people have, from a visual perspective.
Please see below the primary colour codes, and ensure the exact codes for each colour are being used without variation.
Forest green
HEX: #012804
RGB: 1, 40, 4
CMYK: 85, 47, 100, 60
Dove white
HEX: #FFF8EE
RGB: 255, 248, 238
CMYK: 0, 2, 5, 0
Sprout green
HEX: #C2EA5E
RGB: 194, 234, 94
CMYK: 27, 0, 78, 0
Fonts
We have two fallback fonts, which should be used if type is required to accompany your visuals. The below visual shows how the fallback fonts (on the right), compare to our brand fonts, and provide a basic guide to the hierarchy that needs to be followed.
Display font
Faculty Glyphic (available on Google Fonts)
Link here: https://fonts.google.com/specimen/Faculty+Glyphic
Body copy
Arial
Please reach out to the team for further guidance on font usage.
Language
Tone of voice
The Ernest Cook Trust believes in a future where land and lives enrich each other and anyone can find their place, purpose, and potential through connections to thriving land. Our tone of voice is therefore energised, because we’re enthusiastic about what can flourish when land is well-managed. It is enduring, because our voice has the ability to inspire a lifelong appreciation of the land and nature. And we’re down to earth, because we describe the land in visual but realistic ways. We ask our partners to recognise and respect these values when talking about our work.
Boilerplate
Our boilerplate is the Ernest Cook Trust in a nutshell. It’s a summation of everything we are and everything we do, in as few words as possible. You can use this boilerplate repeatedly in different assets, from sales and marketing to public relations, but it must be used as a whole.
The Ernest Cook Trust is an educational charity grounded in the land. We cultivate deep-rooted connections with the land, through Outdoor Learning and experiences in nature. We believe that land can deliver multiple benefits united by a unique ability to enrich both lives and livelihoods. Through our grant making, learning programmes, partnerships, and progressive land management, we are working to change the way people across the UK understand and experience land and nature.