---
title: 'My Health Our Future: a ribbon young people can own'
description: A protectable identity for My Health Our Future, the Knowing Works programme
  that turns what young people say about their health into change. One ribbon, two
  parts, and a six-degree tilt.
image: https://j-kindred.com/assets/img/case-studies/my-health-our-future/social-card.png
---

#### Case study

# My Health Our Future: a ribbon young people can own

A protectable identity for My Health Our Future, the Knowing Works programme that turns what young people say about their health into change. One ribbon, two parts, and a six-degree tilt.

Client[Knowing Works](https://knowingworks.co.uk)

Year2026

The workSub-brand IdentityBrand Guidelines

 ![Knowing Works logo](https://j-kindred.com/assets/img/case-studies/my-health-our-future/logo.svg)

## About Knowing Works

Knowing Works is an independent insight and research organisation that grew out of Healthwatch Suffolk. It brings co-produced, person-centred research to health, care, education and beyond. My Health Our Future (MHOF) is one of its programmes, and the one with the strongest name of its own.

## A name worth protecting

My Health Our Future started life as a project. It turned into a framework other people wanted, and a name with its own reputation, a year after I [named and branded Knowing Works itself](https://j-kindred.com/case-studies/knowing-works/).

That’s a good problem, but it is a problem. A strong name with no identity behind it is easy to borrow (and easy to copy badly). So the job was to give MHOF something it could own and protect: a mark that’s recognisable, simple enough to trademark, and clearly its own.

It also had a lot of people to speak to at once:

- **Young people** , who the whole thing is for
- **Schools and education trusts** , who run it with them
- **Health authorities** , who act on what comes out

And it couldn’t be tied to one county. The framework travels, so the identity has to travel with it.

## Part of the family

MHOF needed to stand up alone and still look like it belongs to Knowing Works.

The Knowing Works symbol is built from a section of a curly bracket, the mark used to group things in data. Those sweeping lines set the direction here too: a band that bends, changes course and keeps going. It sits MHOF in the same family, and it quietly reinforces the parent brand every time it’s used.

The type does the same job. The logo is set in Basic Sans, which Knowing Works already uses everywhere else.

## Ownership and continuation

The identity had two things to say. This belongs to young people. And what they put in goes somewhere.

So it’s a ribbon in two parts. _My Health_ is the young people’s part. _Our Future_ is where their input ends up. A fold joins them, and there’s an arrow at each end, so the whole thing reads as progress, not a full stop.

![The My Health Our Future logo and its MHOF short form, with notes pointing out the direction arrows at both ends, the six-degree angle of the first part, the fold joining the two parts, the Basic Sans type and the part whose colour can change](https://j-kindred.com/assets/img/case-studies/my-health-our-future/anatomy.webp)
_The thinking behind each part, from the presentation to the client._

> The first part is tilted by six degrees.

That’s a nod to six degrees of separation, the idea Frigyes Karinthy floated in 1929 and Stanley Milgram tested with his “small world experiment” in 1967. Nearly a hundred years on we’re a lot closer together than that. It’s here as a story, not a statistic: a small reminder of how connected we all are.

## The whole name, or four letters

![Two versions of the logo: My Health in white on a tilted magenta ribbon that folds into a lime arrow reading Our Future in purple, and the same ribbon reading MH and OF](https://j-kindred.com/assets/img/case-studies/my-health-our-future/lockups.svg)
_The full name, and the short form under it._

There are two lockups. The full name is the default. The acronym is for small spaces, and for the places where MHOF is already well known and doesn’t need spelling out.

Same ribbon, same tilt, same fold. Only the words change.

## Room for partners

MHOF is run with other organisations, and they should feel it’s theirs too.

So the first part of the ribbon can change colour to match a partner or a theme. The second part can’t. It always stays in Knowing Works colours, which means however far the first part travels, you can still tell whose programme it is.

![The 4YP logo, a blue figure 4 with YP inside it and For Young People arched over it, beside the My Health Our Future logo with its first part in the same blue instead of magenta; the lime and purple second part is unchanged](https://j-kindred.com/assets/img/case-studies/my-health-our-future/partner.svg)
_Beside 4YP’s logo, the first part takes 4YP’s blue. The second part stays put._

## One colour, when it has to behave

Some places don’t want colour. Website footers, official letters, a row of other people’s logos.

Both lockups come in a single colour for exactly that, in black or in white. The ribbon’s shape does the work on its own: the tilt, the fold and the arrows are all still there.

![A row of four logos in white: the Department of Health and Social Care, the NHS, the MHOF ribbon and Ormiston Academies Trust](https://j-kindred.com/assets/img/case-studies/my-health-our-future/mono-row.webp)
_In white, in a row with the kind of logos it has to sit beside._

## Colours

The young people’s part is solid magenta: 100% magenta in print, one spot ink, nothing mixed. It’s about as loud and as simple as a colour gets.

The future part is lime and purple, taken straight from the Knowing Works palette. Deep Green is the parent brand’s primary, so MHOF sits comfortably on it.

1. The ribbon

### Magenta

Pantone Process Magenta C

CMYK0 100 0 0RGB230 0 126HEX#E6007E

2. Knowing Works

### Lime

Pantone 382 C

CMYK28 0 100 0RGB196 216 46HEX#C4D82E

3.

### Purple

Pantone 520 C

CMYK67 95 9 40RGB78 26 93HEX#4E1A5D

4.

### Deep Green

Pantone 5661 C

CMYK84 20 58 54RGB0 86 74HEX#00564A

## Beyond the logo

A ribbon is a useful shape to have around. The start of the path keeps its size and its angle, and the outgoing line can stretch to carry a heading, a callout or a short paragraph. It can hold an icon for signposting. It can even stop being straight and curve its way round a page.

![A layout mock-up: a blue ribbon start reading What Young People Say sits on a white quote card beside a photo of a young woman with a laptop, and a lime arrow runs out underneath carrying the heading How we can move forward and a short paragraph](https://j-kindred.com/assets/img/case-studies/my-health-our-future/layout-quote.webp)
_The start of the path keeps its size and angle. The outgoing line stretches to carry a heading and a paragraph._

![A second layout mock-up: a blue ribbon start holding an arrow icon sits behind a photo of a smiling young person with folded arms, while a yellow ribbon curves round a white quote card and ends in a smiley face](https://j-kindred.com/assets/img/case-studies/my-health-our-future/layout-curve.webp)
_An icon in the starting element, and a line that curves instead of running straight._

That gives MHOF’s reports and comms a way of laying things out that’s already theirs, without reaching for the logo every time.

It’s all written up in the [Knowing Works](https://j-kindred.com/case-studies/knowing-works/) brand playbook, alongside the parent brand it grew from.

## Who’s behind this?

 ![Photo of James Kindred](https://j-kindred.com/assets/img/james-kindred.jpg)
### James Kindred

Brand consultant, based in Ipswich and working globally

I've spent over 25 years in brand strategy, design and technology. Most of my work helps businesses get clear on who they are, then builds the identity and the guidelines that keep them that way.

If your brand could do with the same thinking — a story worth telling, a voice people recognise and an identity that holds together — let's talk it through.

[Book a free call](https://calendly.com/jameskindred/lets-chat)

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