ADHD Australia Branding Guide by E Irvine

BRANDING GUIDE

Graphic Designer: Evita Irvine Email: evita@evitads.com Phone: 0425 206 932 Web: evitads.com

CONTENTS 4 ADHD Australia Values 5 Our Mission 6 Dandelion Symbolism 7 Brand Mantra 10 Visual Identity Explained 10 Logo: 3 Core Logo Versions 12 Logo: Proportions 15 Logo: Minimum Size 15 Logo: Clear Space for Standard Logo 16 Logo: Clear Space for Vertical Logo 16 Logo: Clear Space for Linear Logo 17 Logo: Other Variations 18 Logo: Correct Use 20 Typography: Primary Fonts 20 Typography: Font Family 22 Colour Palette 22 Colour& Design Ratios 23 Colour Gradients 24 Extra Design Elements 24 Dandelion Element 24 Flourishes 25 Pull Quotes and Text Boxes 25 Box Borders and Visual Aids 26 Ribbon Dividers 27 Our Audiences: Community and Corporate 28 Community Tone Examples 29 Tagline 30 Image and Photo Use 33 List of files: Elements 34 List of files: Logos and Taglines 35 Further Information

ADHD Australia Values

Our Service Ethos is about a generosity of spirit that calls us to enthusiastically go beyond what might be expected and to close the gaps in support and services currently offered to people who are faced with difficulties associated with ADHD or associated conditions. More importantly its about raising hope and a greater sense of self-worth and ability to succeed at every stage of life.

Collaboration

Collaborative characteristics, qualifications and skill is a high priority for ADHD Australia leaders. The whole is greater than the sum of its parts. Each individual in our leadership team brings unique characteristics, but together we have adopted a collaborative team as a whole, rather than a conglomerate of individuals. Adopting a collaborative leadership approach will allow interactions and successful partnerships with government, communities and work towards a reduction in stigma and isolation and to provide a more hospitable living environment

Integrity

Integrity is one of the most important characteristics of a great leadership organisation. . Without integrity, you lose trust. Our leaders understand that value and that respect will only follow trust. Having integrity means not only knowing, but always doing whatâ&#x20AC;&#x2122;s right â&#x20AC;&#x201C; even when no oneâ&#x20AC;&#x2122;s looking. As we continue to develop ADHD Australia down the never-ending, constantly changing path toward becoming a recognised charity delivering its support and services with integrity.

Respect

Trust is earned, respect is given, and loyalty is demonstrated. Betrayal of any one of those is to lose all three. A culture of creating trust within the ADHD communities will carry ADHD Australia into a future as a respected peak body organisation where loyalty will measure our success.

Accountability

A balanced voice and inclusivity for individuals, families communities and society were ADHD and associated conditions are currently not recognised as a serious barrier in living a wholesome and happy life.

Transparency

ADHD Australia embodies the values of honesty and open communication. Transparency for ADHD Australia embodies the values of honesty and open communication. It is about every person being honest with themselves with the actions they are taking. It is about the organisation delivering a support and service that is transparent and with hope.

Our Mission

To be the primary voice of, and provide services for people living with ADHD and to support their communities.

Dandelion Symbolism

The Dandelion seed The Dandelion is a symbol of determination, and a wilful directive to survive. We see other themes of survival when we research symbolic dandelion meanings. To wit, there is at least one form of dandelion growing on every continent, and in every part of the world. Dandelions are courageous and cheerful. The Dandelion seeds the message to not give up, even if those around you keep trying to get rid of you. Stick it out and remember the cheerfulness of a sunny summer’s day when things seem bleak or dark. Dandelions are also symbolic of positivity, progress and survival. The dandelion is a world traveller. Its seeds form hundreds of tiny parachutes that float away on the wind to land in the next field – or anywhere in the world. It is not selective and finds its’ way into the world of people from all cultures and society. Dandelion seeds have travelled in hay used for packing. The seeds reach foreign lands in ships and once ashore, adapt themselves to whatever climate and soil they encounter. Dandelion seeds can soak in the ocean for 28 days, be carried a thousand miles along the coast, and still germinate. The Dandelion has been chosen as an enduring and meaningful logo for ADHD Australia. The dandelion has the symbolic meaning to people who are managing a life with ADHD and the resistant factors they face. It is well known that the Dandelion can thrive in difficult conditions, so therefore it is little wonder people say the flower symbolises the ability to rise above life’s challenges. People with ADHD must overcome obstacles through use of their intelligence, connect with people who can support them like the dandelion reaching to the sun and it’s power.

Symbolism of the Dandelion Flower Most modern admirers consider it a symbol of fighting through the challenges of life and emerging victorious on the other side. Others use it as a visual reminder of the sun’s power, especially when depression or grief makes it hard to stay sunny. For people who are facing life with ADHD or associated conditions the challenges through life situations requires much of the strength and resistance demonstrated by this flower. It is a reminder of the intelligence required in dealing with every kind of situation. As a flower the dandelion resembles the sun flower. As it grows it looks cheerful and happy, even when it is taking over the paths or sprouting in your lawn. It is impossible to stay angry at the dandelion. It’s too free-spirited, brave, adventurous, too appealing to the romantic in us. And it’s permanent. People change, but dandelions don’t. There’s a lot of comfort and science and hope in a dandelion.

Etymological Meaning of the Dandelion Flower The Dandelion name first developed in the 15th century. It was derived from the Medieval Latin phrase dens lionis, which refers to the jagged shape of the leaves by calling them a lion’s tooth. This transformed into dent-de-lion in French, and then became Dandelion in Middle English. We still use the same name today because it’s easy to remember and definitely still applies as a description of how the plant looks. The dandelion is an extraordinarily robust plant and will thrive wherever its many seeds land. This indigenous yellow flower has proven to be very adaptable survivor indeed and can thrive in the most adverse conditions. Its root can sink up to 50 cm’s into the ground, anchoring the leafy rosette tightly to the earth, making it very difficult to remove. As children, many of us will remember the barely concealed look of horror on the faces of grown-ups as we blew seeds over their manicured lawns! It isn’t surprising then, to note that the humble dandelion has accumulated a wealth of symbolic meanings; from the medieval Christian times, which saw it representing the dissemination of the teachings of Christ, to the paintings in which the dandelion symbolised the transitory nature of human life. The Romany culture sees it as a symbol of fertility and abundance. The dozens of seeds released by each flower, illustrate letting go and starting something new. When a child blows at the seed puffball they make a wish for something better, so the dandelion has come to symbolise faithfulness, happiness and desire.

Brand Mantra Brand Mantra as related to the dandelion Our brand mantra distills the things that make our brand unique. They are the criterion by which we judge our communication and are related to the dandelion. • Courageous: In our content and our ambition • Cheerful: In the way we present ourselves • Adaptable: In the flexibility of our visual design • Dynamic: In the use of visual elements to create a sense of movement

The common name for dandelion may have come form the Greek word leontodon which means lion’s tooth or the old French word, dent de lion which shares the same meaning. Interestingly, the genus name given to the dandelion derives from the Greek word taraxos , which means tara-disorder and axos– remedy. The species name officinale describes its use as medicinal. The dandelion’s many medicinal qualities were first discovered in Persia in the 10th Century and have been discovered to be numerous. They are a powerful addition to any herbalist’s medicine chest. The plant is considered to be one of the most detoxifying herbs. The root stimulates bile in the liver and stimulates the kidneys and gall bladder accelerating the removal of toxins for the body. It is a powerful diuretic, but unlike many diuretics it doesn’t leach potassium from the body but provides an abundant source of it. The French call dandelions pis en lit or piss in bed because of this! It’s used to treat many ailments including constipation, gout, skin conditions and even osteoarthritis. Various parts of the plant are used in tinctures, wines and tea.

What Does the Dandelion Flower Mean? The common and humble Dandelion has a surprising amount of different meanings. The Dandelion means: • Healing from emotional pain and physical injury alike • Intelligence, especially in an emotional and spiritual sense • The warmth and power of the rising sun • Surviving through all challenges and difficulties • Long lasting happiness and youthful joy • Getting your wish fulfilled

Meaningful Botanical Characteristics of the Dandelion Flower The Dandelion is a powerful addition to any herbalist’s medicine chest. The plant is considered to be one of the most detoxifying herbs. The dandelion’s many medicinal qualities were first discovered in Persia in the 10th Century and have been discovered to be numerous. They are a powerful addition to any herbalist’s medicine chest. The plant is considered to be one of the most detoxifying herbs. The root stimulates bile in the liver and stimulates the kidneys and gall bladder accelerating the removal of toxins for the body. It is a powerful diuretic, but unlike many diuretics it doesn’t leach potassium from the body but provides an abundant source of it. The French call dandelions pis en lit or piss in bed because of this! It’s used to treat many ailments including constipation, gout, skin conditions and even osteoarthritis. Various parts of the plant are used in tinctures, wines and tea. The leaves and flowers are both edible and quite healthy, with the flowers tasting less bitter than the leaves. Many rural people still use the flowers

for making Dandelion wine in the summer. The root of the plant also contains compounds believed to relieve kidney and bladder problems when drunk as a tea. It’s used to treat many ailments including constipation, gout, skin conditions and even osteoarthritis. Various parts of the plant are used in tinctures, wines and tea. Dandelion leaves can be used in salads along with the fresh buds, which if preserved, taste like capers or if fried in butter, like mushrooms. Medicinally, however, the dandelion has some tried, tested, and true results. Dandelion tea has been used for calming nerves, and promoting a sense of well-being. Dandelion roots infused in hot water and then strained make an excellent tonic, because the dandelion is a natural detoxicant, body-cleanser and diuretic. The dried ground roots are a delicious coffee substitute. The next time you meet a child, teenager or adult, you can marvel at the many qualities and amazing abilities that go unrecognised. The flower stalks of the dandelion employ the principles of hollow tube construction. Engineers say this is the strongest and most economic material and the dandelion is living proof of this statement. Even the strongest winds fail to snap off a dandelion stem. Its breaking point comes when tiny, stained fingers snap it off its stem to become part of a mason-jar kitchen table bouquet for mother.

Dandelion meanings associated with color • Yellow (flower): Yellow is symbolic of communication, clarity, intelligence, vibrancy, radiance, healing, growth and joy. • White (puffball): White is also symbolic of intelligence, as well as clarity, purity, cleansing, spirit/soul, space, and new beginnings. • Green (leaves/stem): The green of the dandelion represents the mother earth, and things like groundedness, wholesomeness, growth, resurgence, nature and life. • Blue ( sky/ocean) trust, intelligence and strength specifically dark/bright (2 to the left of the banner reflect the ocean and sky and the endless flight that dandelion seeds can travel.

Visual Identity Explained Our brand mantra distills the things that make our brand unique. They are the criterion by which we judge our communication and are related to the dandelion. • Courageous: In our content and our ambition • Cheerful: In the way we present ourselves • Adaptable: In the flexibility of our visual design • Dynamic: In the use of visual elements to create a sense of movement Elements of our visual identity ADHD Australia would like to ensure we are communicating effectively to our audiences. To do this we need to maintain a clear visual identity. Elements of our visual identity are• Our ADHD Australia logo variations • Our tone appropriate colours • Our tone appropriate graphic elements • Our ADHD Australia approved phrases • Our approved typography

Logo: 3 Core Logo Versions

Final standard logo design

Final linear logo design

Final vertical logo design

Logo: Proportions

Final Standard Logo Design Font used for ADHD: Myriad Pro Regular. Auto Kerning and Tracking. 67points. Font used for Australia: Myriad Pro Regular. Tracking 84. 40points. Measurements below to the nearest mm.

Final Vertical Logo Design Font used for ADHD: Myriad Pro Regular. Auto Kerning and Tracking. 67points. Font used for Australia: Myriad Pro Regular. Tracking 84. 40points. Measurements below to the nearest mm.

Final Linear Logo Design Font used for ADHD: Myriad Pro Regular. Auto Kerning and Tracking. 67points. Font used for Australia: Myriad Pro Regular. Tracking 0. 57points. Measurements below to the nearest mm.

Logo: Minimum Size For consistency and legibility, please respect the following minumum sizes ensuring that the width measurement is not less than the following:

16 mm wide x 8 mm

30 mm wide x 8.5 mm

12 mm wide x 14 mm

Logo: Clear Space for Standard Logo For consistency and legibility, please respect the following set clear space around each type of logo-

25% of logo width clear space either side of the logo ie. Logo width of 100mm means 25mm clear space left and right of logo

60% of logo height clear space above and below logo ie. Logo height of 50mm means 30mm clear space above and below logo

Logo: Clear Space for Vertical Logo

30% of logo text width clear space either side of the logo (measure using text of “ADHD”) ie. ADHD text width of 60mm means 18mm clear space left and right of ADHD text

20% of logo height clear space above and below logo ie. Logo height of 83mm means 17mm clear space above and below logo

Logo: Clear Space for Linear Logo

Logo: Other Variations

Logo: Correct Use ADHD Australiaâ&#x20AC;&#x2122;s visual identity allows for flexible placement of a variety of different logos, provided that the guidelines for minimum size and clear space are followed. The logo can be placed anywhere on a page, front or back cover, on the website or online media. The logo can be placed over backgrounds or images provided it is easy to recognise and legible. See examples below:

INCORRECT USE: Logo is not easily distinguishable from image.

CORRECT USE: Logo is easily distinguishable from image.

The logo should not be stretched, distorted, altered, adorned, coloured or outlined. See examples below:

Typography: Primary Fonts

Typography plays a key role in keeping ADHD Australia’s visual identity together and conforming. As a rule, all media and publications are to use the Myriad Pro family fonts. If this font is not available, then another san serif font must be used. Although the Myriad Pro font family has numerous variations, for consistency please use the primary fonts, which are-

Myriad Pro Regular Myriad Pro Italic Myriad Pro Bold Use of the other variaties of Myriad Pro must be kept to a minimum for such things as quotes, headings, and special phrases. Body text to be kept in either white or black. Headings, quotes and special phrases may be in approved colours with backgrounds using images or gradients, as long as the text can be readable.

Typography: Font Family

Myriad Pro Condensed abcdefghijklmnopqrstuvwxyz1234567890<>,.?/;:’”{[}]+=*_ABCDEFGHIJKLMNOPQRSTUVWXYZ Myriad Pro Condensed Italic abcdefghijklmnopqrstuvwxyz1234567890<>,.?/;:’”{[}]+=*_ABCDEFGHIJKLMNOPQRSTUVWXYZ Myriad Pro Bold Condensed abcdefghijklmnopqrstuvwxyz1234567890<>,.?/;:’”{[}]+=*_ABCDEFGHIJKLMNOPQRSTUVWXYZ

Myriad Pro Bold Condensed Italic abcdefghijklmnopqrstuvwxyz1234567890<>,.?/;:’”{[}]+=*_ABCDEFGHIJKLMNOPQRSTUVWXYZ Myriad Pro Regular abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ <>,.?/;:’”{[}]+=*_Myriad Pro Italic abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ <>,.?/;:’”{[}]+=*_Myriad Pro SemiBold abcdefghijklmnopqrstuvwxyz1234567890<> ABCDEFGHIJKLMNOPQRSTUVWXYZ ,.?/;:’”{[}]+=*_Myriad Pro SemiBold Italic abcdefghijklmnopqrstuvwxyz1234567890<> ABCDEFGHIJKLMNOPQRSTUVWXYZ ,.?/;:’”{[}]+=*_Myriad Pro Bold abcdefghijklmnopqrstuvwxyz1234567890<>,. ABCDEFGHIJKLMNOPQRSTUVWXYZ ?/;:’”{[}]+=*_Myriad Pro Bold Italic abcdefghijklmnopqrstuvwxyz1234567890<>,. ABCDEFGHIJKLMNOPQRSTUVWXYZ ?/;:’”{[}]+=*_-

Colour Palette Colours may be used in solids or tints to add interest to communications. Always use colours as specified here. Never substitute colours. Each colour has its reference for print in CMYK and for on-screen use in RGB and HTML. Colours apear brighter onscreen than in print. Highlight colours are to be used sparingly where appropriate, for headings, quotes and selected highlighted material.

ADHD Australia Dark Blue

CMYK C100 M90 Y0 K0

ADHD Australia Core Blue

C85 M50 Y0 K0

ADHD Australia Light Blue

C70 M15 Y0 K0

ADHD Australia Core Green

C75 M0 Y100 K0

Black

C0 M0 Y0 K100

Orange -Highlight

C3 M53 Y100 K0

Yellow -Highlight

C4 M24 Y100 K0

RGB R33 G63 B153 R27 G117 B187 R39 G169 B225 R56 G180 B73 R0 G0 B0 R241 G 141 B6 R244 G191 B23

HTML CODE # # 213f99

# 1b75bb

# 27a9e1

# 38b449

# 000000

# f18d06

# f4bf17

Colour& Design Ratios When producing all types of documents, media and communications, please consider the use of colour and design elements. Core brand elements and colours should comprise 80% of the overall design and other non branded elements about 20%.

80%

CORE BRAND ELEMENTS

20%

VARIABLE ELEMENTS

Colour Gradients Colour gradients can be used in a variety of ways to enhance communications and increase the dynamic.

Dark Blue #213f99

Core Blue #1b75bb

Core Green #38b449

Dark Blue #213f99

Core Green #38b449

Core Blue #1b75bb

Dark Blue #213f99

Core Blue #1b75bb

Core Green #38b449

Core Green Opacity 0%

Dark Blue Opacity 0%

Dark Blue #213f99

Core Green #38b449

Light Blue #27a9e1

Core Blue #1b75bb

Light Blue #27a9e1

Yellow # f4bf17

Dark Blue # 213f99

Orange # f18d06

Core Green #38b449

Extra Design Elements To create more interest to communications, a variety of design elements has been developed. • Dandelion element- stand alone or cropped • Flourishes • Text Boxes and Borders • Ribbon Dividers • Dots and Grouped Dots

Dandelion Element The dandelion element can be used as a stand alone image to add interest to a communication, however it is not to be used if the logo is already on that page. It can be cropped to suit- see example below.

Flourishes Flourishes can be used on communications alone or in combination with the dandelion element.

Pull Quotes and Text Boxes For pull quotes use approriate font- Myriad Pro regular, italic, semi-bold or bold. Turn off hyphenation for pull quotes. Any approved colour, or colour tint may be used. Floating text, text overlayed on a solid block of colour is approved. See below for examples:

“Lorem ipsum dolor sit amet, id eruditi ancillae volutpat mel, eam vide appetere ad, ad pro quando signiferumque. Quod omittam cu quo. “

Box Borders and Visual Aids Boxes may be used to hold information be it illustrations, graphs, visual aids or text. Boxes may be any size, and any line weight thickness but are not to have rounded corners.

“Lorem ipsum dolor sit amet, id eruditi ancillae volutpat mel, eam

50%

vide appetere ad, ad pro quando signiferumque. Quod omittam cu quo. “

Below are images of files that are ready to be used. They can be stretched to fit the needs of the communication, wether they be used as text box backgrounds or banners.

Ribbon Dividers Ribbon dividers can be used in all communications to add interest and distinction between content matter.

Our Audiences: Community and Corporate

There are a few different audiences that ADHD Australia’s communications are aimed at. It is good to distinguish a specific look and feel- or tone, for each audience. The tone jhelps support the purpose of communications between ADHD Australia and either the community or the corporate audience.

Community Audience and Tone ADHD Australia caters to a community audience of parents of children with ADHD, adults who have ADHD, children who have ADHD, care givers and educators of those with ADHD and other such persons. The community tone is therefore warm and energetic whilst still being proffessional in look. The community tone• uses upbeat, colourful, positive images in abundance • uses all the brand colours including highlights of yellow, orange and green • uses creative elements where appropriate to create interest and appeal • may use other fonts for special headings and focus areas

Corporate Audience and Tone ADHD Australia has comunications directed at an audience of professionals, government organisations and businesses. It is important therefore to provide such communications with a tone that reflects professionalism, trustworthiness, legitimacy and dependability. The corporate tone is therefore more reserved in the use of extra design elements and colours. The corporate tone• uses images where appropriate but not in excess • adheres to the brand guidelines strictly • uses non-core colours with restraint and only where applicable • prefers the use of the core logo version

Community Tone Examples

Community Tone • • • • •

Use of white space to create appeal and also ease of reading Use of colourful images Use of different colour headings and sub-headings Use of design elements to accentuate the page Use of different fonts (other than Myriad Pro) for focus and variation in headings

Tagline ADHD Australia is the national peak body with the distinct ambition to listen and support anyone who seeks support for ADHD or associated conditions. Our vision is to create a society that positively promotes and values an individualsâ&#x20AC;&#x2122; journey through life: Creates a future for our children and young adults where possibilities, opportunities and dreams are the same for everyone regardless of barriers of learning differences associated with ADHD or related issues: Provides a seamless national Australia wide support system that provides services to individuals, families, communities and organisations helping alleviate or remove this disadvantage. Our tagline reflects what we are- A voice at the national level.

A VOICE AT THE NATIONAL LEVEL A VOICE AT THE NATIONAL LEVEL A VOICE AT THE NATIONAL LEVEL A VOICE AT THE NATIONAL LEVEL A VOICE AT THE NATIONAL LEVEL

Image and Photo Use For consistency and to keep the ADHD Australia brand looking clean and crisp the following guides apply for photo or image use: • Do not skew or rotate images • Do not apply drop shadow or any other effect • Keep image corners square • Use image as is or add borders in approved colours • Only add a caption on the image where it will be easily read otherwise caption the image under neath.

Do not skew or rotate image on page.

Do not apply drop shadow or any other effect.

Keep image corners square

Use image as is or add borders in approved colours

Lorem ipsum dolor sit amet, id eruditi ancillae volutpat.

Only add a caption on the image where it will be easily read otherwise caption the image under neath.

List of files: Elements

List of files: Logos and Taglines

Further Information

This branding guide should provide all you need to know in creating communications. If you have any further queries or design needs please contact ADHD Australia directly or Evita Irvine at Evita Design Studio, on 0425206932 or email evita@evitads.com.