New Stories New Audiences marketing guidelines

AIM New Stories New Audiences marketing guidance for projects

All grant holders must acknowledge the support of AIM and National Lottery Heritage Fund publicly. You must do this for the duration of the grant contract.

It is important to publicise your grant award so that National Lottery players know where their money is being spent. We ask that you keep your grant confidential until we have discussed and agreed your publicity plans. AIM’s Marketing Officer will be in touch to coordinate the announcement with all projects.

If your project takes place in Wales you will need to use bilingual branding.

Links to download the AIM and National Lottery Heritage Fund logos are at the bottom of this page.

Press releases 

Press releases about work funded by AIM and the National Lottery Heritage Fund must also bear our logo, as well as acknowledging our support in the text

You should acknowledge your grant in any press coverage for the duration of the grant contract, not just at the time of announcing the grant or when the project has been completed.

Your website

  • We expect to see our funding acknowledged on your website by displaying the AIM logo and National Lottery Heritage Fund acknowledgement stamp and acknowledgement text on the home page or project page. We expect to see this acknowledgement towards the top of the page.
  • The following text can be used on your website:

“[Name of project] is made possible with The National Lottery Heritage Fund. Thanks to National Lottery players, we have been able to [short description of project].”

  • Important project news, in particular grant announcements, must also acknowledge AIM and The National Lottery Heritage Fund and thank National Lottery players.

Social media

Social posts announcing and acknowledging your grant should include @Aimuseums, @HeritageFundUK and use the hashtag #HeritageFund #NationalLottery. You can say your project is ‘made possible with The National Lottery Heritage Fund, with thanks to National Lottery players.’

Promotional material 

Acknowledgement should be planned from the beginning of your project. This could include building acknowledgement into materials you’re already planning to create, such as information boards, staff uniforms and websites. It could also include specific items you’re creating for acknowledgement, such as thank you messages on social media and acknowledgement banners.

When producing publications and promotional materials (electronic or printed) related to your project, we would expect to see the AIM and National Lottery Heritage Fund logo included. This may include:

  • leaflets and brochures
  • printed newsletters
  • maps and posters
  • postcards
  • educational materials
  • guidebooks
  • annual reports
  • promotional materials such as freestanding signs, banners, stickers, information boards, exhibition stands, labels and stationery
  • advertising, including job vacancies

You must also make sure you include the AIM and National Lottery logos on any information you produce about your project, for example, on public consultation or fundraising information or materials. You must also include the logo on all designs or plans you produce, on all specialist reports or surveys, and on all tender documents or job adverts that are funded by your grant.


Your AIM and National Lottery Heritage Fund grant must be acknowledged at any event that relates to an activity we have funded.

The AIM and National Lottery Heritage Fund logos could be used on:

  • plaques and other signage
  • presentations
  • invitations
  • programmes
  • brochures
  • other promotional materials

Thanking National Lottery Players

Thanking National Lottery players is an important part of acknowledging where the support for your project has come from. When using the AIM logo and National Lottery Heritage Fund acknowledgement stamp, please also use the text ‘Thanks to National Lottery players’ where possible.

As well as acknowledging your grant as set out in this guidance, we also ask grant recipients who have received over £10,000 to provide special access and/or offers for National Lottery players. This could include free entry days for National Lottery players, discounts in your store or cafe or behind-the-scenes tours.


Link to download NLHF logos:

Link to download AIM logo:


If you’re got any questions, or need any help with the above, please contact Catrin Salvatore, AIM Marketing Officer –