Visual Identity December 2018 / Version 1
Introduction This booklet offers a guide of how to use the Wellington Night Shelter (WNS) brand, including the logo, colour palette and fonts. The purpose of this guide is to ensure consistency in the visual language of the WNS. The Wellington Night Shelter is a Wellington based charity providing emergency overnight accommodation for men experiencing homelessness. The Wellington Night Shelter brand is bright, simple and accessible. The visual identity draws heavily from the architectural design of the shelter itself. The refreshed WNS brand continues to reference the aesthetic of the building. The updated logo separates the text and pictorial mark, introducing cleaner lines paired with a new typeface. An adjusted colour palette highlights the shelters memorable green door and orange walls. The Wellington Night Shelter building
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Logo The primary logo visually represents the WNS building. It is a combination logo including both a pictorial mark and word mark. The combination of the two makes the WNS brand instantly recognisable. The pictorial mark directly references the WNS building, it is paired with clean and simple typography to maximise accessibility. The primary logo should be used wherever possible. For situations where size or contrast do not allow the use of the primary logo there is a pictorial mark and an inverted version of the logo.
Primary logo
Inverted logo
Pictorial mark
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Using the logo To ensure consistency, follow these guides when using the WNS logo. When using the logo always ensure there blank space around the logo. The primary logo should be displayed on light, neutral coloured backgrounds. For darker backgrounds always use the inverted logo. To ensure legibility, follow the minimum size specifications for each logo. For situations where there is minimal space use the pictorial mark.
Primary logo spacing
Min width 40mm / 120px
Pictorial mark spacing
Min width 10mm / 40px
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Colour palette
Orange HEX #FF7F32
The colour palette is taken directly from the orange walls and green door of the WNS building itself. This makes it instantly recognisable. The colour palette is bright, warm and engaging. The primary brand colours are orange and navy blue which are supported by the secondary colours, green and sand. The signature WNS orange and green should be used sparingly as accents to maximise impact and reduce clutter. To ensure designs are accessible dark text must be used on top of sand, orange and green.
RGB 255 127 50 CMYK 0 51 77 0 PANTONE 1575 C
Navy blue HEX #003B5C RGB 0 59 92 CMYK 100 48 12 58 PANTONE 302 C
Sand HEX #D7D2CB RGB 215 210 203 CMYK 3 3 6 7 PANTONE Warm Gray 1 C
Green HEX #A4D65E RGB 164 214 94 CMYK 41 0 68 0 PANTONE 367 C 5 Wellington Night Shelter
Typography The WNS uses the typeface Source Sans Pro throughout all of its designs. Different weights of the font are used for headings, subtitles and body text.
AaBb
AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz Source Sans Pro / Bold / 700
AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz Source Sans Pro / Bold / 400
AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz Source Sans Pro / Bold / 300
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