BRAND IDENTITY
GUIDELINES
CONTENTS Logo
2
Primary Logo
3
Primary Logo Greyscale
4
Secondary Logos
5
Exclusion Zone
6
Orientation and Minimum Size
7
Orientation and Minimum Size - Secondary Logos
8
Logo - Colour Applications
9
Incorrect Usage
10
Alternative Logo Versions
11
Colour
12
Primary Colour Palette
13
Secondary Colour Palette
14
Typography
15
Core Brand Font
16
Alternative Fonts
17
INTRODUCTION This guideline offers graphic standards and resources for Strathfield College marketing and communication projects - printed materials, websites, news, promotional text and more. The standards will establish and help maintain a strong brand identity for the college’s system. The guidelines presented here ensure a basic level of coordination and consistency across Strathfield College communications. Consistency is critical to a strong identity. The following pages explain the multiple variations of the Strathfield College corporate identity system, and the rules around using them correctly to create an inspiring and forwards thinking brand. Please follow the guidelines carefully. We have developed these guidelines to help to build and maintain a clear, consistent and successful visual identity.
LOGO The logo is the most important aspect of the brand identity. It is also the starting point for a complex system of regulations and distinctive variations. As it is important to follow those rules it is also important to apply the logo sensibly and with a certain creative intelligence. Simply stamping the logo onto every item of communication does not make a friendly and contemporary brand identity. Always remember that the logo itself can not be the solution to all communication problems. It represents the values of the company but it can never replace those. The quality of the offering, good customer service and a pleasant interior are the basis on which the logo and the corporate identity operate.
PRIMARY LOGO
It is essential that the logo is used correctly and consistently in all forms of communication. It should never be redrawn or modified. The logo should only be reproduced in the authorised colour palette in its positive or negative form. Five variations of the logo have been designed, the standard version (shown on this page) and the secondary logos (shown on page 5). It is intended that the standard logo should be used mainly to represent the company.
Symbol
Logotype
Category
Our logo is comprised of three main elements: 1. An illustrative symbol 2. The words “Strathfield College” 3. The category “Sydney Australia” 3
PRIMARY LOGO GREYSCALE
In most circumstances the full colour logo should be used. However there are circumstances where this is not desirable (such as when this inhibits legibility) or when it is not possible (on single or limited colour publications and documents). For these circumstances, we have developed a greyscale colour version of the SC logo that can be used on any dark coloured background.
Standard logo greyscale This version of the logo is to be used only on black and white documents such as fax sheets, or black and white press ads.
4
SECONDARY LOGOS
SC Sydney
LOGO USAGE
SC
Symbol
Round
The Primary Logo should be used in all general communications from the SC. The Secondary Logos can be used in situations where space is a limitation or where the content does not justify its use.
5
EXCLUSION ZONE
The area that surrounds our logo is equally important as the logo itself. Allowing adequate “breathing space� around our logo maintains the integrity of our visual communication by avoiding visual clutter. Whenever words or designs appear near the logo, a free zone should be considered around it. Nothing can be put here, neither texts nor drawings or photographs. Keeping an amount of space around the free zone also helps to position the logo correctly on a format. The free zone can be larger than illustrated but it should never be smaller.
The SC logo safe area equals the high of the logotype + the category in the vertical version. In the horizontal version, it equals half of the height of the symbol. Occasionally, when the logo is used very large, it can be positioned following a smaller free zone (shown in blue).
6
ORIENTATION AND MINIMUM SIZE
We have two versions of the primary logo; a vertical and a horizontal version. min 2,5 cm
Discretion should be used when deciding which version should be utilised and at what size, on a particular piece of communication. In most circumstances the vertical logo should be used. To ensure maximum legibility, our logo should not be used below the minimum sizes indicated. For ease of recognition, a minimum size has been set for the different versions of the logo, in order to assure successful reproduction.
min 4,5 cm
7
ORIENTATION AND MINIMUM SIZE - SECONDARY LOGOS
SC Sydney
SC
Symbol
min 2,5 cm
min 4,5 cm
8
min 1,8 cm
min 3,5 cm
min 1 cm
LOGO - COLOUR APPLICATIONS
Secondary Palette
Primary Palette
To locate the logo on coloured backgrounds, textures or images, you must choose how to implement it; either the logo on a shade of the secondary palette or the logo on a white box. The logo should never be placed on any of the primary colours without the white box. (The palettes are shown on page 13-14). 9
INCORRECT USAGE
It is important that our logo appears consistently in all uses. The consistent use of our logo reinforces every communication. Never change the authorised versions of the logo.
1.
2.
3.
4.
5.
6.
7.
8.
9.
Examples of incorrect usage of the logo: 1. Using other fonts / typefaces. 2. Splitting or re-organising the elements into other configurations. 3. Resizing or modifying any of the elements. 4. Rotating elements. 5. Stretching or squashing the logo. 6. Swapping or changing the colours of the symbol and letters. 7. Using the black version. 8. Using the reverse or negative version. 9. Adding a stroke around any of the elements, and placing the logo on any different background colours than the specified.
10
ALTERNATIVE LOGO VERSIONS
SC Sydney Australia
SC Sydney
SC
Symbol
Round
In most circumstances the primary or the secondary logos should be used. The fade out logo versions can only be used against either white or blue background shown on page 9.
11
COLOUR Colours are an important part of the SC identity. A system of colour coding has been established in order to help customers identify us easily. Since SC is using four corporate and four additional colours great care must be taken in reproducing those in different printing modes and on different surfaces. A hundred percent match can not always be achieved but every effort should be made to reproduce the intended colours as close to the specified as possible. The guidelines in this section should always be read before printing.
PRIMARY COLOUR PALETTE
The colours of the logo and its variations are specified in Pantone (for single colour printing), CMYK (for four colour offset printing), and RGB (for web use, on screen presentations and pdf’s). Whenever possible uncoated paper should be used for printing. The paper should be off-white rather than cream coloured. It is important to note that all colours will appear slightly less intense on uncoated absorbent paper than on coated paper on screen.
Yellow Pantone CMYK RGB
1235 C 0/28/91/0 252/191/27
Turquoise Pantone CMYK RGB
3275 C 95/0/47/0 0/158/153
Blue Pantone CMYK RGB
300 C 100/44/0/0 0/112/186
Blue Pantone CMYK RGB
Cool Gray 11 C 0/0/0/70 112/111/111
13
SECONDARY COLOUR PALETTE
Primary colour palette - Shades
Blue 1 Pantone CMYK RGB
295 C 100/57/0/40 0/67/121
Blue 2 Pantone CMYK RGB
289 C 100/64/0/60 0/45/89 Secondary colour palette - Shades
Gray Pantone CMYK RGB
426 C 90% 0/0/0/90 60/60/59
100%
14
75%
50%
25%
TYPOGRAPHY The SC identity is very simple and clean, which makes a high attention to detail in the typography even more important. The level of accuracy should not only be applied to all printed material but also in day to day business. Good typography is not only important for the overall impression of the brand identity, it also reflects on the quality of the products, the customer service and the efficiency of the company.
CORE BRAND FONT
Frutiger LT Std - Condensed Helvetica Neue LT Std - Medium
Our choice of typeface is an important element of our visual identity. Our primary typeface is Frutiger LT Std. This typography should be used on all professionally designed publications and communications. Frutiger LT Std comes in a variety of weights, the ones that should normally be used for running text are the Light Condensed and the Condensed versions.
16
Frutiger LT Std - Light Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Frutiger LT Std - Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ALTERNATIVE FONT
Our secondary typography is Helvetica Neue LT Std. This font is used for in-house publications, presentations, letters and reports. Helvetica Neue is available in various different weights. The light and the bold version are the most commonly used. Helvetica Neue bold and bold condensed (including oblique versions), should be used for headings. Helvetica Neue light and light condensed (including oblique versions) should be used for standard text and descriptions. If Helvetica Neue is not available Arial may be used as a replacement font.
Helvetica Neue LT Std - Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue LT Std - Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue LT Std - Light Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue LT Std - Bold Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
REPLACEMENT FONT Arial - Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Arial - Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 17
STRATHFIELD COLLEGE Strathfield College Pty Ltd CRICOS Code: 02736K NTIS Code: 91223 ABN: 53099820381 Suit 704, 451 Pitt Street, Sydney NSW 2000 Australia Tel: (+61 2) 9212 7799 路 Fax: (+61 2) 9212 7800
info@strathfieldcollege.edu.au www.strathfieldcollege.edu.au