Contents
Brand identity
1
Brand position
1.01
Personality
1.02
Tag-line
1.03
Company logo
1.04
Partnership logos
1.05
Product and format logos
1.06
Icons
1.07
Colours
1.08
Typography
1.09
Imagery
1.10
Clear-space grid system
1.11
Written style guide
1.12
Tone of voice
1.13
Our writing principals
1.14
Our personality
1.15
2
Templates and Powerpoint 2.01 stationery Word 2.02
Video
3
Elements 3.01 Specifications
3.02
Brand identity Brand identity 1.01
Brand position Taking a leadership position. It is our strategic intent to be a clear market leader across Australia and New Zealand. Our brand is known as being reliable, reputable and trusted – all positive attributes for a business to possess. We are progressive, customercentric and solutions-focussed in all that we do.
1.02
Personality Spirited Smart Contemporary Progressive Confident Respected Trusted Agile
1.03
Tag-line THE CENTRE FOR ATTENTION.
1.04
Company logo Stacked
Horizontal
Corporate Logo – Four Colour
Corporate – Used in all situations where four colour is available. Mono – Cyan Blue
Most commonly used expression of our brand. Ideal for all print and on-line outputs. Mono – Reverse
Used primarily when there are colour limitations, eg. merchandise or sponsorship etc. Also useful when our logo sits alongside other brands in a single colour. Available in positive and negative form. Note: When referring to our company in a written and verbal form, please refer to us as APN Outdoor. NEVER use APNO as an abbreviation or referring to the company as APN (without the Outdoor). This is to alleviate any confusion regarding our past ownership with APN News and Media.
Brand identity 1.05
Partnership logos – Australian Olympic Committee – AOC Below are several of the AOC partnership logos implemented across some our collateral (Australia only during partnership duration 2016-2020). Please DO NOT, under any circumstance copy/ paste these logo’s for presentations. It is only acceptable when marketing have supplied pre-approved material for you.
Composite logo
Endorsement logo
1.06 Other logos
Calibre (NZ only). Audience Measurement launched April/May 2017.
Format logos
CATCH / Super 8 / LUX Collection / XtrackTV (Australia only) 1.07 Icons Product categories
Elite Screens
Billboards
Transit
Rail
Airport
Australia Australia Australia Australia Australia New Zealand New Zealand New Zealand New Zealand
YouTube
AU facebook.com/ apnoutdoor
AU linkedin.com/ company/ apnoutdoor
pinterest.com/ apnoutdoor
AU twitter.com/ apnoutdoorau
AU youtube.com/ apnoutdoor
AU instagram.com/ apnoutdoor/
NZ twitter.com/ APNOutdoorNZ
NZ youtube.com/user/ APNOutdoorNZ
NZ instagram.com/ apnoutdoornz/
NZ facebook.com/ APNOutdoorNZ
NZ linkedin.com/ company/apn-outdoor-new-zealand
Our primary colours are blue. This is a point of differentiation within our own market to clearly define who we are. It’s part of our DNA. Our secondary colours are supportive. Use sparingly and only as a highlight to a stastic or graph.
Brand identity Primary colours
1.08 Cyan
Darker Cyan
Pantone 306 C66 M0 Y0 K0 R18 G195 B244 HEX #12c3f4 Dulux – High Blue W A338
Blue
Pantone 300 C95 M69 Y0 K0 R0 G93 B170 HEX #005daa Dulux – True Blue B A373
Pantone 638 C75 M12 Y5 K0 R0 G171 B216 HEX #00abd8
Secondary colours Grey 1
C2 M1 Y1 K0 R246 G246 B246 HEX #f6f6f6
Grey 2
Grey 3
Grey 4
Pantone Cool Grey 1 C14 M10 Y10 K0 R216 G217 B218 HEX #d8d9da
Pantone 430 C52 M44 Y41 K7 R128 G127 B131 HEX #807f83
Pantone 426 C73 M67 Y60 K64 R42 G42 B46 HEX #2a2a2e
Dulux – Grey Pail W GR21
Dulux – Timeless Grey PG1A8/PN2B9
Dulux – Domino PG1A8/PN2B9
UD
Secondary colours are NEVER to be used within presentations as a main feature element for headings, body copy or graphs.
Pink
Green
Purple
Vermilion
Pantone 213 C0 M95 Y20 K0 R238 G42 B123 HEX #ee2a7b
Pantone 360 C50 M0 Y98 K0 R141 G198 B64 HEX #8dc640 Dulux – Spring Sprout P22H8
Pantone 513 C50 M99 Y1 K0 R145 G40 B141 HEX #91288d Dulux – Champion A422
Pantone 710 C0 M91 Y3 K0 R237 G62 B70 HEX #ed3e46
Brand identity 1.09
Typography | Fonts
abcdefghijklmnopqrstuvwxyz Century Gothic
Century Gothic Century Gothic is our corporate font to be used for all outputs. Including all Powerpoint and Word documents.
Uppercase and lowercase Always use initial caps and lowercase on all communication. It’s about our tone of voice. Not shouting. We speak with a friendly and confident manner. Capital letters Can be used in headings and sub headings, but don’t overdo it. All capital letters can be too hard to read and difficult to see a hierarchy if everything is in capital letters. Use it for a main point.
Brand identity Brand imagery 1.10
Our Attention Seekers demand your attention. Always vying for your attention – like our advertising formats.
Brand identity Clear-space
1.11
The clear-space is equal to the thickness of the ‘N’ vertical stroke (refer to pink area). Do not place images or graphic elements within the clear-space. Written style guide
1.12
The basics: Products Always list in this order: Australia:
New Zealand:
Elite Screens
Elite Screens
Billboards Billboards Transit Airport Rail Rail Airport When writing our products and formats, always use an initial capital letter. Below are our most common format names. Please express these within all written communication exactly as below: FORMATS Elite Screens
Billboards
Transit
Rail
Airport
Digital Billboard
Landmark
XtrackTV
Digital External
Premium Billboard
Landmark
Spectacular
CATCH – [Bus – Trial Only] 24 Footer – [Bus]
Cross Track
Portrait
Landmark
Spectacular
Supersite
Station Sampling – [WA]
Spectacular
Portrait 50
Supersite
Portrait 50 – [P50]
City Square – [Tram] Ceiling Wrap – [Bus/Tram]
Digital – NZ 65” LCD Network – Departures 65” LCD Network – Arrivals
Station Domination
Supersite
Poster
Premium LED
The Aviator – [NSW] The Darling – [NSW]
Super 8
Concourse Lightbox
Landmark
Spectacular
Premium LED Pack 1
Poster
Full Back – [Bus] Interior – [Bus/Tram]
Super 8
Premium LED Pack 2
Y&J – [VIC] The Golden Girls – [QLD]
Poster Special
Metro Back – [Bus]
Super 8 Rail
Digital Internal
Supersite
LCD Video Wall
Lux Collection
Megaside Double-D – [Bus] Megaside – [Bus/Tram]
Train Interior Landscape
Arrivals Screen
Lux
Interactive LED
Train Interior Portrait
Baggage Reclaim Screen
Portrait Back – [Bus/Tram]
WA Train Interior
Premium Backlits – NZ 6x2m
Large Format Special 12x3 – [NZ]
Digital Rail
Business Lounge Screen
Promo Zone
6x3 – [NZ]
Portrait Side – [Bus/Tram]
Business Lounge Digital
Promo Zone
Standout
Showcase – [Bus]
Check In Screen
Superside – [Tram] Twin 8 – [Bus]
Depatures Screen
Special
Departures Digital Wall
Aerobridge External
Skybreaker – [Tram] Maxibus Artic – [Bus]
Gate Lounge Screen Aerobridge Internal Flight Information [FIDS] Screen Arrivals Decal
Wrap Brand Builder – [Bus]
Arrivals Digital Wall
Maxibus Downtown – [Bus]
Super Special – NZ Escalator/Elevator Wrap Wall Decal
Departures Decal
Travelator Wrap
Arrivals Gate Wall Decal
Bulkhead Wrap Window Exposure
Maxibus – [Bus]
Lightbox External
Arrivals Theme
Maxitram – [Tram] 5Car Maxitram – [Tram]
Departures Lightbox
Baggage Reclaim Wall Wrap Wall Curtain Aerobridge Interior Check In Hanging Banner
Megatram – [Tram] Wrap Tram Plus – [Tram] Supertram – [Tram] Interior – [Bus/Tram]
Arrivals Lightbox
Arrivals Hanging Banner
Departures Hanging Banner Floor Decal Flight Information [FIDS] Wraps Conveyor Belt Decal
Baggage Reclaim Lightbox
Pillar Wraps
Beacon – [Bus/Tram]
Check In Lightbox
Seat Decals – [Bus/Tram] Special Interior – [Bus/Tram]
Departures Lightbox
Technology
Concourse Lightbox
WiFi
WiFi – [Bus/Tram] NFC – [Bus/Tram]
Super Bulkhead Decals
Lightbox internal Arrivals Lightbox
Experiential Zone
Brand identity 1.13
Tone of voice Our Tone of Voice is a significant building block for our brand, giving us a distinct verbal identity that sets us apart in our sector. By making yourself familiar with these guidelines, you’ll ensure that our brand sounds the same any time you communicate on our behalf, and regardless of the media platform you’re using.
1.14
Our writing principles These four principles are designed to quickly and simply address the things we don’t do well when it comes to language. So whenever you write something – whether it’s a proposal, cover letter or presentation – check that you’re sticking to these simple rules. Brevity is best Whatever you’re writing (and whoever your audience), remember to keep it short, make your point efficiently and don’t overload your paragraphs with multiple messages. Show some insight Our audience might vary widely, but we still know it well. So always keep your writing relevant and targeted to their needs or interests. Be human Ours is a corporate industry laden with jargon – but that doesn’t mean we can’t break free and simply speak like real people. Just try to be clear, simple and empathetic. Confidence is key Let’s not shy away from the fact that we’re leaders in our field. Try to reinforce this at every opportunity, using facts to back up any claim you make. The key message from these principles is the need to keep your writing short, simple and targeted to your audience. By doing this, you’ll make massive improvements to your writing instantly.
Brand identity 1.15
Our personality When it comes to tone of voice, our personality is made up of three elements. At an emotive level we are charismatic. This is our charming side and allows us to be friendly and down to earth while retaining a sharp intellect and clear focus. At a more rational level we’re confident, based on the fact that we’re leaders in our field, recognised for our expertise and always ahead of the latest thinking. Don’t be afraid to share these insights when you can. When people read what we write, or listen to us speak, we’d like them to go away being impressed at how insightful we are. We know our audience well, and this allows us to share our knowledge in the most relevant way. They should get the feeling that we’re on the front foot, and solving problems before they arise. Putting this into practice To adapt these guidelines for your own use, start by remembering the writing principles you see above – they’re simple rules that you have to follow every time you sit at your keyboard. On the other hand, our personality is more malleable. This means it can be adapted for the message you’re communicating, and the audience you’re communicating to. Just try to get at least one of our personality traits in everything you write to ensure consistency across our whole brand.
Templates Templates 2.01
Powerpoint Powerpoint templates can be found by clicking PERSONAL hyper-link when opening Powerpoint. Go to our intranet Quick links / Templates for a visual of where to find this link. Our Powerpoint templates are our most visible form of communicating with our clients and business partners. They have been refreshed with a fresh, vibrant, clean approach to their look and feel. Cover
Internal pages
Old template – DO NOT USE
Divider page
Old template – DO NOT USE
Back cover
Old template – DO NOT USE
Keep your message simple. No one has the time to read a long presentation. Keep it to the point, contemporary and relevant to ensure our brand is portrayed in the best possible way. Always use the font Century Gothic with these templates.
Templates 2.02
Letterhead templates x 3
Date: [Insert Date]
Date: [Insert Date]
[Recipient]
[Recipient]
[Title]
[Title]
[Company]
[Company]
[Address 1]
[Address 1]
[Address 2]
[Address 2]
[Address 3]
[Address 3]
Dear [Recipient]:
Dear [Recipient]:
Fusce neque mi, consectetuer gravida, convallis ac, varius a, pede. Fusce pellentesque pretium quam.
Fusce neque mi, consectetuer gravida, convallis ac, varius a, pede. Fusce pellentesque pretium quam.
Ut luctus, justo id volutpat iaculis, est diam pulvinar sem, quis bibendum turpis dui eget mauris. Sed in
Ut luctus, justo id volutpat iaculis, est diam pulvinar sem, quis bibendum turpis dui eget mauris. Sed in
mauris. Ut massa. Pellentesque condimentum felis nec sapien. Integer posuere elit at turpis. Nulla facilisi.
mauris. Ut massa. Pellentesque condimentum felis nec sapien. Integer posuere elit at turpis. Nulla facilisi.
Sed sapien ipsum, commodo ut, facilisis vitae, ultrices non, metus. Aenean non nulla. Curabitur molestie
Sed sapien ipsum, commodo ut, facilisis vitae, ultrices non, metus. Aenean non nulla. Curabitur molestie
volutpat magna. Vestibulum tempor faucibus nisi. Pellentesque vitae enim.
volutpat magna. Vestibulum tempor faucibus nisi. Pellentesque vitae enim.
Aliquam rhoncus volutpat mauris. Sed auctor. Donec tincidunt velit et tellus. Donec sed augue eget
Aliquam rhoncus volutpat mauris. Sed auctor. Donec tincidunt velit et tellus. Donec sed augue eget
lacus placerat adipiscing. Ut convallis suscipit nulla. Morbi posuere ullamcorper ligula. Duis sit amet odio
lacus placerat adipiscing. Ut convallis suscipit nulla. Morbi posuere ullamcorper ligula. Duis sit amet odio
nec lorem ornare gravida. Suspendisse ante nulla, gravida quis, eleifend sit amet, placerat eget, purus.
nec lorem ornare gravida. Suspendisse ante nulla, gravida quis, eleifend sit amet, placerat eget, purus.
Sed egestas magna ut erat. Vivamus euismod, odio id mattis porttitor, tellus nisl consectetuer turpis, ut
Sed egestas magna ut erat. Vivamus euismod, odio id mattis porttitor, tellus nisl consectetuer turpis, ut
auctor enim justo euismod nulla. Fusce eget diam vulputate massa tempor tempor.
auctor enim justo euismod nulla. Fusce eget diam vulputate massa tempor tempor.
In ante. Phasellus convallis, nisl in vestibulum facilisis, lacus pede bibendum urna, dapibus pellentesque
In ante. Phasellus convallis, nisl in vestibulum facilisis, lacus pede bibendum urna, dapibus pellentesque
eros magna sed nibh. Etiam tortor arcu, porta nec, laoreet quis, mollis in, libero. Aenean dapibus est a
eros magna sed nibh. Etiam tortor arcu, porta nec, laoreet quis, mollis in, libero. Aenean dapibus est a
metus. In sit amet elit. Pellentesque luctus lacus scelerisque arcu. Cras mattis diam. Sed molestie, lectus
metus. In sit amet elit. Pellentesque luctus lacus scelerisque arcu. Cras mattis diam. Sed molestie, lectus
id bibendum luctus, magna orci luctus quam, et auctor urna diam sit amet ligula. Sed purus dui, suscipit
id bibendum luctus, magna orci luctus quam, et auctor urna diam sit amet ligula. Sed purus dui, suscipit
et, malesuada non, consectetuer in, augue. Proin et sapien. Maecenas aliquam, nibh id aliquet
et, malesuada non, consectetuer in, augue. Proin et sapien. Maecenas aliquam, nibh id aliquet
tincidunt, ante neque pulvinar mauris, sit amet fermentum nibh augue mollis risus. Mauris porttitor varius
tincidunt, ante neque pulvinar mauris, sit amet fermentum nibh augue mollis risus. Mauris porttitor varius
mauris. Vivamus in urna et sem accumsan imperdiet. Aenean fringilla, eros tincidunt gravida
mauris. Vivamus in urna et sem accumsan imperdiet. Aenean fringilla, eros tincidunt gravida
elementum, justo eros pharetra felis, in rhoncus arcu lectus non enim. Phasellus odio tortor, mattis ut,
elementum, justo eros pharetra felis, in rhoncus arcu lectus non enim. Phasellus odio tortor, mattis ut,
mattis elementum, luctus at, orci.
mattis elementum, luctus at, orci.
Sincerely,
Sincerely,
[ Insert your name here ]
[ Insert your name here ]
[Your Title]
[Your Title]
APN Outdoor Group Limited | ACN 155 848 589
APN Outdoor [Trading] Pty Limited | ABN 49 059 604 278
Standard letterhead – Australia
Corporate letterhead – Australia
APN Outdoor [Trading] Pty Limited | ABN 49 059 604 278
APN Outdoor Group Limited | ACN 155 848 589
Date: [Insert Date]
Word templates can be found
[Recipient] [Title]
on our intranet:
[Company]
Quick links / Templates.
[Address 1] [Address 2] [Address 3]
Dear [Recipient]: Fusce neque mi, consectetuer gravida, convallis ac, varius a, pede. Fusce pellentesque pretium quam. Ut luctus, justo id volutpat iaculis, est diam pulvinar sem, quis bibendum turpis dui eget mauris. Sed in mauris. Ut massa. Pellentesque condimentum felis nec sapien. Integer posuere elit at turpis. Nulla facilisi. Sed sapien ipsum, commodo ut, facilisis vitae, ultrices non, metus. Aenean non nulla. Curabitur molestie volutpat magna. Vestibulum tempor faucibus nisi. Pellentesque vitae enim. Aliquam rhoncus volutpat mauris. Sed auctor. Donec tincidunt velit et tellus. Donec sed augue eget lacus placerat adipiscing. Ut convallis suscipit nulla. Morbi posuere ullamcorper ligula. Duis sit amet odio nec lorem ornare gravida. Suspendisse ante nulla, gravida quis, eleifend sit amet, placerat eget, purus. Sed egestas magna ut erat. Vivamus euismod, odio id mattis porttitor, tellus nisl consectetuer turpis, ut auctor enim justo euismod nulla. Fusce eget diam vulputate massa tempor tempor. In ante. Phasellus convallis, nisl in vestibulum facilisis, lacus pede bibendum urna, dapibus pellentesque eros magna sed nibh. Etiam tortor arcu, porta nec, laoreet quis, mollis in, libero. Aenean dapibus est a metus. In sit amet elit. Pellentesque luctus lacus scelerisque arcu. Cras mattis diam. Sed molestie, lectus id bibendum luctus, magna orci luctus quam, et auctor urna diam sit amet ligula. Sed purus dui, suscipit et, malesuada non, consectetuer in, augue. Proin et sapien. Maecenas aliquam, nibh id aliquet
We have three templates: Australian standard; Australian corporate; New Zealand. We have also produced templates without our logo to be used with printed letterhead stationery. These can be found in the print rooms in each office.
tincidunt, ante neque pulvinar mauris, sit amet fermentum nibh augue mollis risus. Mauris porttitor varius mauris. Vivamus in urna et sem accumsan imperdiet. Aenean fringilla, eros tincidunt gravida elementum, justo eros pharetra felis, in rhoncus arcu lectus non enim. Phasellus odio tortor, mattis ut, mattis elementum, luctus at, orci.
Always use Century Gothic typeface
Sincerely,
with these templates.
[ Insert your name here ] [Your Title]
APN Outdoor [Trading] Pty Limited | ABN 49 059 604 278
Letterhead – New Zealand APN Outdoor Ltd
Templates Memo template
Fax template
Date: [Insert Date]
Memo
To
Click here to enter text.
From
Fax
Click here to enter text.
Pages Click here to enter text.
X For review
Phone Click here to enter text.
Date
dd/mm/yyyy
X Please reply
Re
CC
Click here to enter text.
Click here to enter text.
X Urgent
Insert text here…
Click here to enter text.
Insert text here…
Word templates can be found on our intranet: Quick links / Templates. Stationery With compliments slips / thank you cards
2016_APN Outdoor_With Compliments Slip_210x100mm_DL_v2.indd 1
4/04/2016 5:35 PM
2016_APN Outdoor_With Compliments Slip_210x100mm_DL_v2.indd 2
4/04/2016 5:35 PM
Video Video 3.01
Intro’s
Outro
All video’s must always use our outro (each specific to Australia or New Zealand), along with our standard intro These files can be provided at request via a member of the Marketing team. Our logo watermark must also be applied to the bottom right hand corner of each screen. MP4 video files and layered Adobe Photoshop artwork files can be provided on request.
Video 3.02
Specifications Container: .mp4, .mov • No Edit Lists (or you may lose AV sync) • moov atom at the front of the file (Fast Start) Audio codec: AAC-LC • Channels: Stereo or Stereo + 5.1 • Sample rate 96khz or 48khz Video codec: H.264 Progressive scan (no interlacing) • High Profile • 2 consecutive B frames • Closed GOP. GOP of half the frame rate. • CABAC • Variable bitrate. No bitrate limit required, though we offer recommended bit rates below for reference • Chroma subsampling: 4:2:0 Frame rate • Content should be encoded and uploaded in the same frame rate it was recorded. • Common frame rates include: 24, 25, 30, 48, 50, 60 frames per second (other frame rates are also acceptable). • Interlaced content should be deinterlaced before uploading. For example, 1080i60 content should be deinterlaced to 1080p30, going from 60 interlaced fields per second to 30 progressive frames per second. Bitrate for HDR uploads • Type – 1080p • Video Bitrate, Standard Frame Rate – 10Mbps • Video Bitrate, High Frame Rate – 15Mbps • Mono Audio Bitrate – 128 kbps • Stereo Audio Bitrate – 384 kbps • 5.1 Audio Bitrate – 512 kbps Resolution: • 1080p: 1920x1080 Aspect ratio: 16:9