Tearfund brand guidelines
Tearfund's brand portal provides clear visual, verbal, and regional communications guidance tailored to their international humanitarian mission.
Freedam's take — I really appreciate how clearly Tearfund separates their brand portal into intuitive sections. Beyond the familiar look and sound pillars, they dedicate distinct navigation spaces to UK comms and Country comms. In their voice guidelines, they define specific personality traits like Unflinching, Devoted, and Assured, grounding each with explicit dos and don'ts. For instance, they instruct writers to state facts plainly rather than softening difficult realities. It is a thoughtful, grounded approach that feels tailored to the sensitive humanitarian work they do around the world.
Details
- Type
- Guidelines
- Access
- Public
- Source
- brand.tearfund.org
- Industry
- Non-profit
- Capabilities
- Guidelines, Asset browsing
- Tags
- tone of voice, do's and don'ts, editorial guidelines, illustration, photography, iconography
- Added
- Last checked
What I noticed
- The tone of voice guidelines define Tearfund's personality using three core traits: Unflinching, Devoted, and Assured.1
- The site provides specific do and don't rules for writing, such as using first-hand testimony and avoiding euphemisms.23
- The visual guidelines cover identity basics including logo, colours, fonts, graphic elements, illustration, icons, photography, and video.4567891011
- The portal separates communications guidelines into dedicated sections for 'UK comms' and 'Country comms'.1213
Numbers refer to the screenshots above.
What I could not see
- Could not view individual asset download mechanisms or template files within the resources section.
- Could not view full detailed guidelines under individual visual categories like photography or logo rules.
Ideas to borrow
- Structuring editorial guidance into plain-language dos and don'ts helps content creators make ethical framing decisions when writing about sensitive topics.
Reviewed on 18 September 2026. Request a correction · I built this
