A British Council communication should be immediately recognisable as one of our products. That’s the job of our visual identity and why it’s central to the brand. The following identity standards are designed to help you to communicate the brand promise, values and personality visually. They are mandatory, but provide a strong framework within which there is freedom to commission good design to suit local markets, tastes and sensibilities.

For an organisation with such a wide range of products and as geographically dispersed as the British Council, it’s not realistic to lay down rules for the design of every kind of communication. However, by addressing issues like the position and size of the logo, the corporate typeface and use of photography, we can provide a visual framework, which will help us achieve corporate consistency, while still leaving us with a great deal of freedom to be creative.