1. Accessibility, icons & photos
BRAND.
PART 3.
Accessibility, icons & photos

2. 5 ACCESSIBILITY IS EASY ACCESSIBILITY (13 RULES)
As ADD, we believe that every company or organisation should make their materials accessible.
And a few simple rules can help do so – there’s no need to change completely how to communicate.
ANYONE CAN CREATE AN ACCESSIBLE ENVIRONMENT WITH FEW ADJUSTMENTS.
These simple rules can be applied by anyone and can facilitate reading for people with visual impairments.

3. 5 1. Font size. 2. Text alignment. 3. Italics. ACCESSIBILITY IS EASY
The minimum size of the font you’re using is
important. Please be careful! (See guidelines)
2. Text alignment.
Text should always be aligned to the left or to the right depending on your standard. However, it is acceptable to centre text if the paragraphs are few and short, and the number of words is very limited. Never align justified text.
3. Italics.
Never use! They can be very hard to read if
you have a visual impairment.
ACCESSIBILITY
(13 RULES)
ACCESSIBILITY
IS EASY

4. 5 4. Bolds. 5. Capitalising. 6. Leading or line spacing. 7. Fonts.
You can use it on rare occasions.
However, be aware that too many changes in style can be distracting and difficult to read.
5. Capitalising.
Do not capitalise words in the middle of a sentence, unless required by the English language (i.e. names).
6. Leading or line spacing.
Make sure the space between lines of text (also called “leading”) is wide enough.
7. Fonts.
Some fonts are less accessible than others. For ADD Communications, stick to the guidelines.
ACCESSIBILITY
(13 RULES)
ACCESSIBILITY
IS EASY

5. 5 8. Contrast. 9. Text on photos. 10. Date format.
Have as much contrast as possible between
the text and the background.
9. Text on photos.
Please keep in mind that text on photos is
not ideal. If the design requires it, please
make sure that the contrast between the
two is very high (i.e. white bold text on top
of very dark picture).
10. Date format.
Write 3 February, not 3rd February.
11. Paragraphs and sentences.
Keep them as short as possible.
ACCESSIBILITY
(13 RULES)
ACCESSIBILITY
IS EASY

6. 5 12. Space around text. 13. Captions. ACCESSIBILITY IS EASY
Let the text ‘breathe’ and leave loads of
space around text. If you’re placing an
image in the centre of a page, for example, make sure the text remains far from its edge. If you’re using columns, make sure the gap is clear and distinct.
13. Captions.
Captions are extremely important for
people who can’t see images well. Please
make them descriptive. For example: 5
ACCESSIBILITY
(13 RULES)
ACCESSIBILITY
IS EASY

7. 6 ICONS. ACCESSIBILITY IS EASY ICONS
Icons facilitate the reading of complicated concepts.

8. 6 ICONS. EXAMPLE. ACCESSIBILITY IS EASY ICONS
Icons facilitate the reading of complicated concepts.

9. HOW TO USE PHOTOS IN DOCUMENTS.
1. To the edge of a page
2. In squares
2. In circles
ACCESSIBILITY
IS EASY
Icons facilitate the reading of complicated concepts.

10. THAT TELL STORIES PLEASE!
GOOD QUALITY PHOTOS
PHOTOS
THAT TELL STORIES PLEASE! P

11. EXAMPLE OF GREAT WORK PHOTOS!

12. EXAMPLE OF GREAT STAFF PHOTOS!
When choosing a staff photo, try to ensure you answer ‘yes’ to most of these questions:
;;Does the personality of the person shine through this photo?
;;Is it friendly?
;;Is it energetic?
;;Is the person shown in context, working with people?
;;Does the person in the photo look like someone you’d like to meet?

13. SEE EXAMPLES.
Draw your Neighbour

14. BRAND. WHAT WE’VE LEARNED.
Name and logo.
History and narrative.
Personality and tone of voice.
Language.
Visual identity.
Use the logo
Colours
Fonts
Accessibility
Icons.
Photos.

15. BRAND EXERCISE.
Look at the document and try to spot everything that isn’t on brand. Think about visuals, but also language.