BRAND GUIDELINES
ANGLICARE WA Guidelines © 2012 Last updated June 2012
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CONTENTS
ANGLICARE WA Guidelines
Section 1: INTRODUCTION
Section 2: Section 3: TBA CORE BRAND IDENTITY ELEMENTS BRANDED EXAMPLES & TEMPLATES
1.1
Welcome
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2.1
Brandmark
p11
3.1
Building Signage
>
1.2
What is a Brand?
p05
2.2
Wordmark
p12
3.2
Stationery
>
1.3
Who We Are
p06
2.3
‘A’ Symbol
p13
3.3
Lapel Badge
>
1.4
The Anglicare Visual Identity
p07
2.4
Positioning Line
p14
3.4
Apparel
>
1.5
The Brandmark
p08
2.5
Brandmark Relationship (Formats)
p15
3.5
Mug & Lanyard
>
1.7
Brand Personality
p09
2.6
Brandmark Clearspace
p16
3.6
Livery
>
2.7
Brandmark Minimum Size
p18
3.7
OpShop Signage
>
2.8
Unacceptable Brandmarks
p19
3.8
Donation DropBoxes
>
2.9
Colour Palette
p20
3.9
OpShop ‘A’ Collective Symbol
>
2.9
Typography
p21
3.10
Parish Guide (Concept Layout)
>
2.10
Sub- Brands
p22
3.11
Annual Report (Concept Layout)
>
2.11
Typography
p23
3.12
DL Brochure (Concept Covers)
>
2.12
Mosaic Pattern
p24
3.13
TBA
>
2.13
OpShop ‘A’ Collective Symbol
p25
3.14
TBA
>
2.14
Stylised Cross
p26
3.15
TBA
>
2.15
Photography
p27
3.16
TBA
>
1.0 INTRODUCTION
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Anglicare WA is one of Australia’s leading non-profit community service organisations. We work together with people, families and their communities to enhance their abilities to cope with the challenges of life and relationships. As the technology utilised and services provided by Anglicare WA have evolved, so too has the Anglicare WA identity. These new brand guidelines are the result of much effort and research, and marks an exciting new direction for our organisation.
ANGLICARE WA Guidelines
1.1
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Welcome to the Anglicare WA Brand Communication Guidelines.
WELCOME
The purpose of these guidelines is to explain the use of the new Anglicare WA brand identity and to reinforce consistent application of visual elements in all our communications. This includes publications, presentations, and all other marketing materials. It is important that the community understands what Anglicare WA really does. We want to be recognised as leaders in our field; as the inspirational shapers of change that we truly are. Our brand identity helps us do that. It helps us to connect with funders, clarifies the services we offer to clients, aligns our image with our values and looks to the future.
ANGLICARE WA Guidelines
1.2
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Every organisation or company has its own individual brand.
What is a brand?
The role of that brand is to clearly reflect the mission, values and personality of the organisation so that when the public comes into contact with the organisation, they clearly understand what the organisation stands for. So the brand conveys who the organisation is, and who it aspires to be. The Anglicare WA brand is defined by our values and actions: Compassion, Responsiveness, Inclusion, Empowerment, Leadership. The qualities that underpin everything we do and drive our goals. We use tangible, visual representations to convey our brand to the community. These include our logo, what we speak out on, our tone of voice, our brochures, our signage, our website, op shops and offices. While a brand lives in the hearts and minds of others, we can shape perceptions of our brand through clear and consistent communication.
ANGLICARE WA Guidelines
1.3 WHO WE ARE
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Anglicare WA is a non-profit community service organisation. We help families and communities to cope with the challenges of life and relationships by building their capacity and resilience. We work with people from all walks of life – from street corners to the halls of parliament - and are widely respected for our expertise, leadership and ability to drive positive and lasting change. Our philosophy is to support people through each stage of life’s journey. Our committed and passionate staff draw on a range of innovative solutions that empower people to reach their potential. Ultimately, we hope to see our clients thrive.
ANGLICARE WA Guidelines
ntation Thinking >
1.4
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Our brandmark (logo), typefaces, imagery, colour palette and layout conventions are the tools we use to express our brand visually.
THE ANGLICARE Connecting with Anglicare throughout their life journey. VISUAL IDENTITY
The consistent use of these elements will help Anglicare WA to present a unified, professional image. Which is why it is crucial to follow the guidelines set out in this document.
Surviving > Thriving
The brand is literally our ‘handshake’ when introducing ourselves in a business context. Whenever possible, our logo should always be first presented in its most premium form, which is colour. Our logo should stand out proudly with integrity, and not compete with text, images, graphics or colour to be seen. Remember, this is our first impression we’re creating…it should be strong, confident and truly reflective of who we are.
SURVIVING
COPING
Anglicare
THRIVING
HELPING
PEOPLE
CONNECTING PEOPLE
BUILDING
Shaping Change
ANGLICARE WA Guidelines
Along Life's Journey
Today & Tomorrow
1.5 THE BRANDMARK
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The brandmark is not just the symbol of an organisation: it’s also the ‘corporate signature’. It authenticates all material produced by the organisation as being truly representative of the values and mission of that organisation. Just as with your own personal signature, the organisation’s signature – its brandmark – makes a defining statement to which the organisation will always be accountable.
ANGLICARE WA Guidelines
1.7 BRAND PERSONALITY
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When brand image or brand identity is expressed in terms of human traits, it is called brand personality. Like human personality, it is both distinctive and enduring. The brand personality of Anglicare WA is defined as: Helpful, Approachable, Passionate, Optimistic, Intelligent and Courageous. Our tone and personality guide how we write and what images we use to represent ourselves.
Helpful Approachable Passionate Optimistic Intelligent Courageous
ANGLICARE WA Guidelines
2.0 CORE BRAND IDENTITY ELEMENTS
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Our brandmark is the most visible element of our identity – a universal signature across all Anglicare WA communications. It’s a guarantee of quality that unites our diverse branding. The Anglicare WA brandmark is made up of three core elements: symbol, wordmark and positioning line. These unique elements are always placed in a fixed relationship and should never be altered, modified or reproduced in any way.
ANGLICARE WA Guidelines
2.1
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Our brandmark is the most visible element of our identity and is a universal signature across all Anglicare communications. It’s a guarantee of quality that unites our diverse branding. The Anglicare brandmark is made up of three core elements: symbol, wordmark and section
BRAndmark
or operations descriptor. These unique elements are always placed in a fixed relationship and should never be altered, modified or reproduced in any way.
Symbol
Wordmark Positioning line
ANGLICARE WA Guidelines
2.2
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The Wordmark was specifically customised lettering for the Anglicare brand and should not be altered in any way.
WORDMARK
The Wordmark exists as eps files. They must not be reproduced simply by setting the font, as this will lead to an incorrect representation. The correct brandmark files should always be utilised.
The Wordmark is a customised font based on Soloman
ANGLICARE WA Guidelines
2.3
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The ‘A’ symbol is a unique graphic mark created specifically for the Anglicare brand and should not be altered in any way. The customised symbol, together with the wordmark has a fixed relationship and should
‘A‘ SYMBOL
never be altered, modified or reproduced in any way. The correct brandmark files should always be utilised.
The Wordmark is a customised font based on Soloman
ANGLICARE WA Guidelines
2.4 POSITIONING LINE
p14
Our positioning line or tag line express our commitment to the community and our clients for the long term. It says that Anglicare WA is with you for every step of life’s journey. That we will help shape change and empower you to thrive. The Positioning Line exists as eps files. They must not be reproduced simply by setting the font, as this will lead to an incorrect representation. The correct brandmark files should always be utilised.
The Positioning Line is set in Variable
ANGLICARE WA Guidelines
2.5 BRANDMARK RELATIONSHIP PRIMARY BRANDMARK
ANGLICARE WA Guidelines
p15
Because the Anglicare brandmark is such a recognisable and highly visible brand asset, it is vital that it is always applied consistently wherever it appears. To provide great flexibility and optimum presence with all applications, several brandmark formats have been developed. Consideration should be given to choosing which logo format is most appropriate for the required application. There are primarily two formats: horizontal and vertical. The horizontal example is shown below.
PRIMARY BRANDMARK - MONO
2.5 BRANDMARK RELATIONSHIP VERTICAL BRANDMARK
ANGLICARE WA Guidelines
p16
To provide great flexibility and optimum presence with all applications, several brandmark formats have been developed. There are primarily two formats: horizontal and vertical. The vertical example is shown below. When the space provided for positioning of the logo is inadequate for meaningful reproduction of the hero horizontal brandmark, the vertical format should be utilised.
VERTICAL BRANDMARK - MONO
2.5 BRANDMARK RELATIONSHIP SECONDARY BRANDMARK
ANGLICARE WA Guidelines
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This format has been created for Anglicare corporate stationery and specifically for letterhead applications. A unique fixed relationship has been established and should never be altered, modified or reproduced in any way. The correct brandmark files should always be utilised.
SECONDARY BRANDMARK - MONO
2.6
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To ensure maximum impact and to preserve the integrity of the brand, there exists an area of ‘clear space’ around the brand mark into which no item may enter.
BRANDMARK CLEARSPACE
The exclusion zone is the space equal to the height of the WA. As a general rule, brandmarks must always appear legibly on a clear background with more clear space being always preferred.
PRIMARY BRANDMARK
X
X
X
X
ANGLICARE WA Guidelines
X
2.7
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There are established minimum size requirements, which must be followed whenever applying a brandmark to ensure that legibility is always maintained. The Anglicare Wordmark and Positioning Line should never be used at less than 8mm high. In certain circumstances where reproduction is required at less than the recommended
BRANDMARK MINIMUM SIZE
size (as illustrated below) preferably no Positioning line should appear. For online or screen applications please use good judgement in determining sizes that will be suitable for different monitor and screen proportions.
PRIMARY BRANDMARK
SECONDARY BRANDMARK
VERTICAL BRANDMARK
8mm
61mm
ANGLICARE WA Guidelines
79mm
38mm
2.8
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This page contains examples of unacceptable uses of the brandmark. All of these examples damage the brand’s integrity and consistency. 1. Do not compress, extend, or distort the brandmark to ‘fit a space’. 2. Do not use brandmark below recommended minimum size. 3. Do not use another font for the logotype.
UNACCEPTABLE BRANDMARKS
4. Do not rearrange any of the elements. 5. Do not reproduce the brandmark in any colour other than specified in the colour palette. 6. Do not reproduce the brandmark on a background without sufficient contrast.
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2
3
4
5
5
ANGLICARE WA Guidelines
2.9
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Colour is an integral part of our identity. There are essentially 6 key colours that make up the brand, supported by a neutral palette. All these colours play an important role in creating a vibrant and flexible look and feel for our
COLOUR PALETTE
brand. Orange and Sky are the primary brand colours, all other colours support this colour - White is integral to our brand. The vibrancy of our new identity has been created using dynamic vignettes. It is essential that these gradients are used accurately and consistently. Only the following specified colours should be used.
Primary & Secondary: Orange
pms:
151
cmyk:
0/60/100/0
rgb:
255/130/0 web: #FF8200
Sky
pms:
7689
cmyk:
77/25/6/0
rgb:
41/143/194 web: #298FC2
Mulberry
pms:
7635
cmyk:
0/90/25/8
rgb:
198/54/99 web: #C63663
Royal
pms:
7662
cmyk:
60/87/5/0
rgb:
122/65/131 web: #7A4183
Teal
pms:
7467
cmyk:
97/0/30/0
rgb:
0/163/173 web: #00A3AD
Sunflower
pms:
117
cmyk:
6/27/100/12
rgb:
201/151/0 web: #C99700
Coal
pms:
422
cmyk:
19/12/13/34
rgb:
158/162/162 web: #9EA2A2
(OR)
pms:
877
cmyk:
0/0/0/50
rgb: (as above)
Taupe
pms:
WG1
cmyk:
3/3/6/7
rgb:
215/210/203 web: #D7D2CB
White
pms:
NA
cmyk:
0/0/0/0
rgb:
255/255/255 web: #FFFFFF
NEUTRALS:
VIGNETTES:
ANGLICARE WA Guidelines
Sky
gradient:
70/0/0/0 ≥ 77/25/6/0
angle:
45°
Terra
gradient:
6/27/100/0 ≥ 0/60/100/0
angle:
45°
NB: In situations where PMS 7689 is unavailable, please use PMS 7461 as an acceptable alternative colour.
web: (as above)
2.10
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A suite of sub-brands have been created under the Anglicare brand hierarchy. Specific colours have been aligned to all subbrands to visually differentiate them when used on applications such as brochures.
SUB-BRANDS
All customised sub-brandmarks have a fixed relationship and should never be altered, modified or reproduced in any way. The correct brandmark files should always be utilised.
Relationships (TEAL)
Community (mulberry)
Finances (orange)
Youth (Purple)
Training (Sunflower)
Housing (sky)
ANGLICARE WA Guidelines
2.11
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TYPOGRAPHY
Our identity is defined by a confident, clear typographic style and expression. Using approved typefaces consistently across all communications reinforces brand continuity by creating clear, strong and integrated designs.
CORPORATE TYPEFACE: SOLOMON
The corporate typeface is Solomon (text family). A clean, distinctive and legible font, it is
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AaBbCc 01
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available in a variety of weights (Solomon Text Pack) to express both contemporary and classical qualities. Available to purchase @ myfonts.com/fonts/font-fabric/solomon/buy.html In circumstances where Solomon is not available, use Century Gothic. Variable is the display font and has 4 weights, available @ myfonts.com/fonts/madtype/ variable/buy.html In circumstances where Variable is not available, use Vag or Calibri. Century Gothic is the alternative typeface for ANGLICARE. This is a sans serif typeface used primarily on documents, letters, powerpoint presentations and all other correspondence created on a PC or MS Word formats.
2.12 MOSAIC PATTERN
ANGLICARE WA Guidelines
p24
We have created a unique Anglicare WA mosaic to visually represent Anglicare’s diverse range of integrated services. And show how our services combine to form our organisation.
2.13 OpShop ‘A’ Collective Symbol Full colour version
ANGLICARE WA Guidelines
p25
The OpShop ‘A’ collective symbol has been specifically customized for the Anglicare brand and should not be altered in any way. This symbol exists in both colour and mono formats as eps files. These graphic devices are customised pieces of artwork and should not be reproduced in any other way, as this will lead to an incorrect representation. The correct files should always be utilised.
single colour version
2.14
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The Stylised Cross has been specifically customised for the Anglicare brand and should not be altered in any way.
STYLISED CROSS Full colour version
ANGLICARE WA Guidelines
Multiple versions of the Stylised Cross exists as eps files. They must not be reproduced simply by creating a coloured cross graphic, as this will lead to an incorrect representation. The correct files should always be utilised.
mono version
single colour version
2.15 PHOTOGRAPHY
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Photography is a language. Like the written or spoken word, photography has its own vocabulary. The choice and arrangement of visual expressions are integral in communicating our brand. STYLE & TONE OF VOICE: When communicating ‘real people’ visually we should try to reflect: > the pride of building strong communities and families > the emotion of working for a positive organisation > the professionalism and expertise of our staff We should avoid staged images, preferring to catch people in candid actions, interacting with each other or displaying an emotional connection to the camera. Our people images should communicate emotion, relationships and be representative of the organisation. The creation of a flexible and dynamic portraiture style is used to convey teams/communities and highlight individuals. Consideration to the type of lighting such as a warm sun flare can help convey a positive mood. When depicting environments (no people), authentic representation of ‘real life’ communities is an integral part of our message. When capturing this subject, consideration should be given to achieving a consistency with photography style. The provided examples (left) demonstrate successful interpretations of this photographic style. KEY WORDS: happy, connection, approachable, passionate, optimistic, empowerment, expertise, spontaneous, dynamic, authentic.
ANGLICARE WA Guidelines
3.0 BRAND EXAMPLES
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The following pages authenticate how all the core identity elements come together to create the Anglicare brand. By showing these applications we get an understanding of how to achieve an integrated system with clear project differentiation. It is important to note that this document is a work in progress as the brand is still in its early stages of development and rollout. As such the following examples should be used as a guide only. It is envisaged that this section of the guidelines be updated as the brand development progresses.
ANGLICARE WA Guidelines
3.1
>
RE WA ntity Presentation anding – HQ Building / Major Statement >
CORPORATE
ANGLICARE WA Guidelines
Anglicare HQ Building Signage >
3.2
>
WA ty Presentation ding – Corporate Stationery >
CORPORATE
Anglicare Stationery >
ty Presentation ding – Lapel Badge >
3.3
CORPORATE
ANGLICARE WA Guidelines
>
Anglicare Lapel Badge >
3.4
>
WA y Presentation ng – Visual Language >
CORPORATE
ANGLICARE WA Guidelines
Anglicare Apparel >
3.5
>
LICARE WA d Identity Presentation ed Branding – Visual Language >
CORPORATE
ANGLICARE WA Guidelines
Anglicare Mug & Lanyard >
MR IAN CARTER AM CHIEF EXECUTIVE OFFICER
3.6 CORPORATE
ANGLICARE WA Guidelines
>
Anglicare Livery >
WA ity Presentation g – Opportunity Shop / Signage >
3.7
CORPORATE
ANGLICARE WA Guidelines
>
Anglicare OpShop Signage >
3.7
>
ICARE WA d Identity Presentation Branding – Opportunity Shop / Signage >
CORPORATE
Anglicare OpShop SIgnage >
OP SHOP ANGLICARE WA Guidelines
DONATIONS 6253 3535
CLOTHING DROP BOX
3.8
>
LICARE WA d Identity Presentation Branding – Opportunity Shop / Drop Box Graphics >
CORPORATE
ANGLICARE WA Guidelines
Anglicare Donation DropBoxes >
3.9
>
LICARE WA d Identity Presentation Branding – Opportunity Shop / Visual Language >
CORPORATE
Anglicare OpShop ‘A’ collective symbol >
OP SHOPS ANGLICARE WA Guidelines
3.10
>
ANGLICARE WA Brand Identity Presentation Parish Services Guide >
CORPORATE
Anglicare Parish Guide (Concept Layout) >
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2012
METROPOLITAN SERVICES GUIDE
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ANGLICARE WA Guidelines
> A N G L I C A R E WA . O R G . A U
3.11
>
ANGLICARE WA Brand Identity Presentation Sub-Branding – Corporate Comms / Annual Report >
CORPORATE
Anglicare Annual Report (Concept Layout) >
ANNUAL REPORT 2012
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ANGLICARE WA Guidelines
> A N G L I C A R E WA . O R G . A U
3.12
>
ANGLICARE WA Brand Identity Presentation Sub-Branding – Corporate Comms / Brochures >
CORPORATE
Anglicare DL Brochure Covers (Concept) >
YShac Youth supported housing and crisis accommodation > anglicarewa.org.au
ANGLICARE WA Guidelines
Making Ends Meet Lorem ipsum dolor sit, amet, consectetur elit > anglicarewa.org.au
Private Tenancy Support Lorem ipsum dolor sit, amet, consectetur elit > anglicarewa.org.au
Relationships
Co m m u n i t
Tr a i n i n g
Yo u t h
REQUIRE MORE INFORMATION? For further information and assistance in implementing the brand on communication material, please contact: HEAD OFFICE Geoffrey Sambell Centre 23 Adelaide Terrace EAST PERTH WA 6004 T 08 9262 2050 F 08 9262 2050 > ANGLICARE.ORG.AU
ANGLICARE WA Guidelines