Our Brand
The Mark Long Trust’s brand embodies hope and support, using warm, approachable visuals and language to connect with our community. Our mission is to empower disabled individuals to experience the joy of flight in memory of Sqn Ldr Mark Long.
Purpose
We reflect values of trust, compassion, and community. Our visual identity should signal reliability and care, aligned with aviation and accessibility.
Tone of Voice
- Empathetic and respectful
- Inspiring and hopeful
- Clear, professional, and accessible
Colour Palette
Use colours consistently to improve recognition. Ensure sufficient contrast for accessibility (WCAG 2.1).
Primary Yellow
HEX #FFC107
RGB 255, 193, 7
CMYK 0, 24, 97, 0 (approx)
Highlights, buttons, key accents.
Brand Red
HEX #C0392B
RGB 192, 57, 43
CMYK 0, 70, 78, 25 (approx)
Primary CTAs (e.g., Donate).
RAF Blue
HEX #3A539B
RGB 58, 83, 155
CMYK 63, 46, 0, 39 (approx)
Headers, accents, backgrounds.
Charcoal
HEX #181A1B
RGB 24, 26, 27
CMYK 11, 4, 0, 89 (approx)
Backgrounds for dark theme.
Usage: Primary colours for logos and CTAs; secondary for accents and backgrounds. Avoid overuse; maintain clarity and contrast.
Typography
Primary Fonts
- Inter (300–600) — body text and UI
- Poppins (300–600) — headings and highlights
- Futura (for wordmark lockup only)
Usage Guidelines
- Headings: 24–40px; Body: 14–18px
- Maintain sufficient line-height (1.4–1.6)
- Ensure contrast meets WCAG AA
Logos & Visual Assets
Primary Logo (Wordmark with Roundel)
The full logo includes the wordmark with the RAF roundel replacing the 'O' in 'LONG'.
RAF Roundel
The iconic RAF roundel symbol.
Photography
- Use authentic images of our community and activities.
- Obtain consent for identifiable individuals (GDPR compliant).
- Prefer natural light, inclusive representation, and dignity-first imagery.
Icons & Graphics
- Use simple, legible icons that match our colour palette.
- Keep charts and infographics clear; avoid clutter.
Logo Variations
Photo Gallery
Usage Rights
Images and assets may be used for non-commercial purposes with credit to “Mark Long Trust”. For media or partners seeking alternative usage, please contact us.
Accessibility & GDPR
- Maintain alt text for imagery and adequate contrast.
- Store and share photos with consent in line with ICO guidance.
- Avoid unnecessary personal data in visuals or metadata.