White Pages Brand Guidelines by Jane Blackley

Living the Brand White Pages速 Brand Guidelines

Contents How to use these guidelines

1.1

White Pages® Brand Identity Overview 1.2 Sensis® Endorsement Device

1.2

Best Practice examples

1.3

The White Pages® Mark

2.1

Introduction

2.1

Full colour reverse

2.1

Full colour positive

2.1

Black and white reverse and positive

2.2

Clear space and minimum size

2.2

Incorrect use

2.3

Colour palette

3.1

Introduction

3.1

Sensis® Blue

3.1

Secondary colour palette

3.1

Colour palette specifications

3.1

Typography

4.1

Introduction

4.1

Specifications

4.1

Alternate typeface

4.1

Digital artwork

5.1

Software, hardware and typefaces required

5.1

for digital artwork Artwork naming convention

5.2

Available artwork

5.3

White Pages® Brand Guidelines 2006 © Sensis®

1.1

How to use these guidelines Understand these guidelines and their application to White Pages® designs and you’ll be on your way to creating successful communications. These guidelines provide practical specifications for the application of the White Pages® Brand Identity. Here’s what you can expect to find in each of the sections of this document:

Livin g the

Bran d White

Pages ®

Brand

Guide

lines

White Pages® Brand Identity Overview & Best Practice examples A brief overview of the visual elements that make up the White Pages® Brand Identity and best practice examples.

The White Pages® Marks Descriptions of the Marks and their components; descriptions of the different Mark versions; where the Mark should be placed and at what size and what NOT to do with them.

Colour palette

Specifications of the White Pages® colour palette.

Typography

Specifications of the White Pages® typefaces.

Digital artwork A matrix of the artwork available and technical specifications associated with them.

White Pages® Brand Guidelines

‘Preferred’ icon: ‘Preferred’ tick icons appear throughout these guidelines. These icons indicate the preferred option to choose when designing an application. By correctly using ‘preferred’ options, proposed applications will be approved more efficiently.

Contacts: Any questions regarding these guidelines and digital artwork files should be directed by email to the...

‘Preferred’ icon

Sensis® Brand Development Manager

White Pages® Brand Guidelines 2006 © Sensis®

1.1

1.2

White Pages® Brand Identity Overview It is important that we nurture the White Pages® brand and identity so that it maintains its integrity and character across all our communications. White Pages® Mark

The White Pages® identity incorporates a number of visual elements: the White Pages® Marks, colours, and typography. These visual elements have been designed so they can be combined in creative ways whilst remaining distinctive parts of the broader White Pages® Brand Identity. Some applications may require the use of only one element whilst others may utilise all of them. These guidelines give specifications for the visual elements and include application examples to demonstrate ‘best practice’ of how they should be combined under different circumstances.

Overview The White Pages® brand is personable accessible and powerful. Brief history The White Pages® brand was founded in 1958. The Melbourne and Sydney telephone directories had become so thick that they had to be split into two distinct directories: an alphabetical directory, the White Pages® directory, and a classified directory, the Pink Pages (later to become the Yellow Pages® directory).

Colour palette

Helvetica Neue Roman Italic Helvetica Neue Light Italic Helvetica Neue Bold Italic Helvetica Neue Light Helvetica Neue Roman Helvetica Neue Bold

Typography

White Pages® brand proposition • Brand essence: Puts you in contact • Brand values: Approachable, Comprehensive, Organised, Reliable, Trusted, Loyal, Resourceful, Friendly, Local, Community minded • User Proposition: When you know the name and need to get in contact, White Pages® is a trusted source, providing comprehensive contact information for businesses, government departments and residences across Australia. • Advertiser Proposition: White Pages® is the place to be found when potential customers are looking for your contact information.

White Pages® Brand Guidelines 2006 © Sensis®

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1.3

Sensis® Endorsement Device Sensis® Endorsement Device Sensis® has decided to refresh and reinforce its brand endorsement system by introducing a Sensis® Endorsement Device that helps to; • Increase the awareness of the Sensis® corporate brand. • Add meaning to Sensis®. ‘Sensis® = Find. Buy. Sell’ • In time build on the collective value of the portfolio rather than the individual brands. This approach builds on the system applied after the launch of Sensis® and introduces a Sensis® Endorsement Device. The Sensis® Endorsement Device; • Retains the integrity of the current Sensis® Corporate Mark whilst adding personality • Allows for animation and online integration • Is flexible enough to be applied on a number of backgrounds and formats This endorsement is to be applied to all White Pages® brand communications, products and websites. For further information on how to apply the Endorsement Device and for best practice examples refer to the Sensis® Endorsement Device Brand Guidelines or contact the... Sensis® brand development manager.

White Pages® Brand Guidelines 2006 © Sensis®

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1.4

Best Practice examples These Best Practice examples give an overview of the types of visual treatments that can be achieved in White Pages® communications using the White Pages® Brand Identity.

Go online to fetch it fast.

The Brand Identity’s successful application will express a clearly distinctive White Pages® message. The White Pages® Brand Identity is flexible, allowing for a number of design combinations and permutations. The trick is to ensure that despite this flexibility, the ‘residual sameness’ (the consistent recollection of the spirit of the Brand) is maintained. As a rule of thumb, you should be able to design a communication that can be recognised as coming from White Pages® even if you don’t include the Mark. These example use various combinations of the Brand Identity elements and are a guide for you to refer to, then build on.

Know the name. Need the number. When you know the name and need the number, whitepages.com.au is the

quickest place to find it. Plus, you can access a lot more than just the number, with listed business details such as web and email addresses. Go fetch! ® Registered Trade Mark of Telstra Corporation Limited.

SEN0082/ONL

White Pages® advertising campaign examples

A bit of added colour makes things easier to spot.

Know the name. Need the number. When you know the name and need the number, the White Pages directory is the place to look. And it makes things easier when the business you’re looking for has added a spot of red, blue or green. It’s not hard to see why. After all, how quickly did you spot ‘Spot’, seeing his spots are in colour? ®

whitepages.com.au ® Registered Trade Mark of Telstra Corporation Limited. SEN0082/COL

Fido’s Fine Foods?

Know the name. Need the number. whitepages.com.au ® Registered Trade Mark of Telstra Corporation Limited.

White Pages® Brand Guidelines 2006 © Sensis®

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2.1

The White Pages® Marks Brand architecture Brand architecture describes the relationship between brands in a company’s portfolio. Brand architecture helps the clarity of both internal and external communications. It is not an explanation of legal company structure.

Parent brand

To explain these relationships we have used a simple ‘family structure’ ie. parent, sibling and cousin, which represents degrees of separation from the White Pages® parent brand. Through consistent and integrated application of all the brands outlined in these guidelines, we will build recognition and understanding of the White Pages® brand. Sibling brand

Cousin brand

The White Pages® Brand Architecture

White Pages® Brand Guidelines 2006 © Sensis®

2.1

2.2

The White Pages® Marks Introduction The White Pages® Mark The White Pages® Mark is made up of two separate elements – the White Pages® logotype and the White Pages® unique shape. Together, these elements encapsulate the brand identity and are referred to within these guidelines as the White Pages® Mark. To ensure integrity and maintain consistency, neither of these elements should be changed or distorted in any way.

White Pages® unique shape White Pages® logotype White Pages® Mark

Sibling brands

The sibling brands have a direct relationship to the parent brand. We refer to whitepages.com.au as a ‘sibling’ in terms of its relationship with White Pages®. The whitepages. com.au Mark refers to the White Pages® OnLine site. By using the URL within the Mark, we simplify our message with a useful and informative representation that acts as a call to action. The whitepages.com.au Mark consists of three separate elements – the White Pages® unique shape, the White Pages® logotype, and the product name. The whitepages.com.au logotype consists of two separate elements – the White Pages® logotype and the product name.

White Pages® logotype

White Pages® unique shape

product name

whitepages.com.au Mark

The typography of the whitepages.com.au logotype has been crafted to aesthetically match the White Pages® logotype.

Cousin brands

In this ‘cousin’ relationship, the MacroMatch® service name is the key communication and is supported by the White Pages® brand.

MacroMatch® logotype

White Pages® Mark

We refer to MacroMatch® as a ‘cousin’ in terms of its relationship with White Pages®. The MacroMatch® Mark represents the database verification service for White Pages®. The MacroMatch® service allows commercial users to verify and update records from any customer database against the national White Pages® database to ensure they are current, correct and complete.

MacroMatch® Mark

In this ‘cousin’ relationship, the MacroMatch® service name is the key communication and is supported by the White Pages® brand. A visual relationship between the two key elements - the MacroMatch logotype and the White Pages® logotype - has been determined, and this should not be altered in any way. The MacroMatch® Mark consists of two separate elements – the MacroMatch® logotype and the White Pages® Mark - as shown here. Wherever possible, this Mark is the preferred option. White Pages® Brand Guidelines 2006 © Sensis®

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2.3

The White Pages® Marks Full colour reverse The preferred versions of the White Pages® Mark and whitepages.com.au Marks are as a white logotype within their White Pages® Blue unique shapes.

White Pages® Mark full colour reverse

The White Pages® and whitepages.com.au logotypes can also be used without the unique shape in situations where a large field of the blue is used eg. the cover of the Metropolitan Directory. There is also a full colour reverse version for the MacroMatch® Mark that can be used where a large field of the blue is used, however this is not the preferred version.

White Pages® logotype full colour reverse

The full colour reverse version may be reproduced in Pantone® (spot) colour, four colour process (CMYK) and RGB values. Artwork files are available for these reproduction methods, see the Digital artwork section. All digital media (TV, websites, PowerPoint®, projection, etc.) should use the RGB version provided as artwork, however adjustments may need to be made to compensate for lighting or technologyspecific variances.

whitepages.com.au Mark full colour reverse

Artwork can be found in the Digital Artwork library

whitepages.com.au logotype full colour reverse

MacroMatch® Mark full colour reverse

White Pages® Brand Guidelines 2006 © Sensis®

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2.4

The White Pages® Marks Full colour positive The White Pages® and whitepages. com.au logotypes can be reproduced in White Pages® Blue on a white background. This is also the preferred version of the MacroMatch® Mark.

White Pages® logotype full colour positive

The ful colour positive version can be reproduced in Pantone® (spot) colour, four colour process (CMYK) and RGB values. Artwork files are available for these reproduction methods, see the Digital artwork section. Artwork can be found in the Digital Artwork library

whitepages.com.au logotype full colour positive

MacroMatch® Mark full colour positive

White Pages® Brand Guidelines 2006 © Sensis®

2.4

2.5

The White Pages® Marks Black and white reverse and positive When reproduction methods prevent use of the full colour versions of the Marks the black and white versions can be used. The black and white versions are designed for use in applications such as newspaper ads and faxes.

White Pages® Mark black and white reverse

White Pages® logotype black and white reverse

The reverse version is preferred for the White Pages® and whitepages.com.au Marks while the positive version is preferred for the MacroMatch® Mark. Artwork can be found in the Digital Artwork library whitepages.com.au Mark black and white reverse

whitepages.com.au logotype black and white reverse

MacroMatch® Mark black and white reverse

White Pages® logotype black and white positive

whitepages.com.au logotype black and white positive

MacroMatch® Mark black and white positive

White Pages® Brand Guidelines 2006 © Sensis®

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2.6

The White Pages® Marks Clear space and minimum size These simple rules help you keep the Marks easy to read and maintain their integrity. Clear space

To achieve maximum impact and preserve the integrity of the Marks, they should always be used with an area of clear space surrounding them. Ensure that the Mark is always clear of other elements, such as text, photographs or other Marks. The minimum clear space is defined by the height of the ‘blue square’ as demonstrated. This measure is provided as a guide within the digital files.

Clear space for White Pages® Marks and logotypes

Minimum size

To maintain legibility and recognition of the Marks, they should never appear smaller than 20mm in width for print applications or 100 pixels (3.53cm @ 72dpi) in width for online or screen applications.

20 mm/ 100 pixels

20 mm/ 100 pixels Minimum for White Pages® Marks and logotypes

68 mm/300 pixels

The MacroMatch® Mark - minimum size version

This Mark utilises the MacroMatch® logotype without the support of the White Pages® logotype. This Mark should only be used in situations where the MacroMatch® Mark at its recommended minimum size is unsuitable.

MacroMatch® Mark minimum size version 20 mm/ 100 pixels

White Pages® Brand Guidelines 2006 © Sensis®

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2.7

The White Pages® Marks Incorrect use The Marks must always be represented consistently. Here are examples of using the Mark that are unacceptable. Do not: 1. Use different colours within the Marks

MacroMatch

2. Change the positions of Mark elements 3. Use alternative fonts or redraw the symbol 4. Rescale Marks with size restrictions 5. Distort proportions of the Marks 6. Infringe upon the clear space of the Marks 7. Use the logotype on different colour backgrounds 8. Use the logotype as a positive in a different colour

White Pages® Brand Guidelines 2006 © Sensis®

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3.1

Colour palette Introduction The White Pages® colour palette consists of the core White Pages® Blue and seven complementary secondary colours. Refer to the best practice examples in these guidelines for ideas on how they can be combined in striking and meaningful ways. White Pages® colour palette

White Pages® Blue

Practical, responsible and reliable Through consistent and confident use of blue we are strongly associated with this colour. Blue is optimistic, independent and respectable. Blue is with us everyday from the sky to the ocean— all encompassing, powerful and commanding respect.

White Pages® Blue

Be bold and confident in the use of White Pages® Blue. Use it wherever possible. It gives people confidence in our ability to provide a reliable source of information and demands instant recognition of the White Pages® brand. Large areas of White Pages® Blue as a background enables the White Pages® Marks and other text elements to be used in white, reinforcing the brand name. Refer to the colour specifications for print and online reproduction of the White Pages® Blue.

Secondary colour palette Bright and vibrant colours, combined with neutral colours. A secondary colour palette has been developed to work in harmony with White Pages® Blue. The secondary colour palette utilises three additional blues, including the blue of Sensis®. A series of bright and vibrant colours, combined with neutral colours makes up the rest of the palette. By using a combination of blues in conjunction with a vibrant colour as a highlight, it is possible to strongly associate the applications with the White Pages®, further strengthening the position of the White Pages® brand.

White Pages® secondary colour palette

White Pages® Brand Guidelines 2006 © Sensis®

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3.2

Colour palette Colour palette specifications When used on screen, in printing or manufacturing materials the White Pages® colours must remain true to these specifications. Pantone Matching System® (spot) colour, four colour process (CMYK), and RGB values for all White Pages® colours are specified here. PowerPoint®,

All digital media (TV, websites, projection etc.) should use the RGB values as a guide only as adjustments may need to be made to compensate for lighting or technology specific variances. Visually match all digital imagery to Pantone® coated colours where possible. Colour for all other reproduction methods including printing, vinyl, paint, fabrics, embroidery, cotton, plastics, etc. must be visually matched as closely as possible to Pantone® colour specifications prior to printing or production. When printing in CMYK ensure that Pantone® colours converted to CMYK match current suggested Pantone Matching System® breakdowns. Testing is highly recommended to ensure that colour reproduction of any communications piece is acceptable to White Pages® prior to final production.

White Pages® colour palette specifications

White Pages® Blue

PMS 281

100%

80%

60%

40%

20%

100

CMYK

RGB

102

153

204

119

153

187

221

125

207

219

231

243

White Pages® secondary colour palette

PMS CMYK

RGB

2935

290

100

130

200

468

383

299

100

185

253

211

238

178

224

185

225

187

157

195

247

197

220

3.2

4.1

Typography Introduction Helvetica Neue has been selected as the White Pages® typeface. Helvetica Neue is a clean, simple and easy to read typeface that works well with an information based brand. By using this typeface throughout all White Pages® communications we strengthen the consistency of the Brand Identity and create a defining look for the brand.

123

abc

White Pages® typeface - Helvetica Neue

Specifications Helvetica Neue Roman Italic is considered the primary typeface and should be used in headings for all White Pages® applications. To establish hierarchy and differentiation, use Helvetica Neue Light Italic or Helvetica Neue Bold Italics as headings in body copy.

Helvetica Neue Light Italic

Helvetica Neue Roman or Light can be used in the body copy.

ABCDEFGhijklm1234567890

Helvetica Neue is available in both Macintosh and PC Truetype versions. For a copy of these fonts please contact the White Pages® Brand Development Manager.

Helvetica Neue Light

Sensis® Brand Development Manager

Helvetica Neue Bold

Alternate typeface As Helvetica Neue is not a system font, it may not be practical or available for some applications. Many internal documents such as emails, PowerPoint®, memos etc. are generated, viewed and printed on computers that will not have Helvetica Neue installed. Specific applications such as websites use system fonts to display text, so Helvetica Neue cannot be used. In these instances, the typeface Verdana may be used. Verdana is a system font that is available on most PCs and will display and print text consistently across most digital files. Verdana as available in Regular and Bold weights, and also in italics.

ABCDEFGhijklm1234567890 Helvetica Neue Bold Italic

ABCDEFGhijklm1234567890 ABCDEFGhijklm1234567890

abc

123 Verdana

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5.1

Digital artwork Software, hardware and typefaces required for digital artwork These specifications are the recommended base software and hardware platform for all users of the White Pages® Brand Identity Guidelines PDF documents and digital artwork. Gaining the maximum benefit of the PDF document and digital artwork can only be achieved once these specifications have been implemented. Digital artwork file formats and typeface recommendations have also been included.

Required software

The following software is required for the manipulation of digital artwork and viewing of PDF documents: • Adobe® Illustrator® version 9.0 or above • Adobe® Acrobat Reader® version 4 or above. Acrobat Reader® is a crossplatform free software that can be downloaded from http://www.adobe.com/products/acrobat/ readstep2.html Please ensure that you read and understand the Terms and Conditions and system specification details for Acrobat Reader®. Other applications such as Macromedia® Freehand® and Corel Draw® may also be capable of manipulating artwork files. White Pages® is not licensed to distribute Adobe® Illustrator® and Adobe® Acrobat Reader®. Both PC and Macintosh versions are readily available for purchase from software suppliers.

Required hardware

The following computer hardware should be the minimum required to use the available digital artwork: • Either a Pentium 3 PC running Windows 2000 or Macintosh iMac or G3/G4 running OS 8. Monitor colours: PC 32-bit colour or Macintosh millions of colours.

Required typefaces

Helvetica Neue and Verdana. Helvetica Neue is a ‘custom’ typeface that is not loaded as system (standard) fonts on computers. They must be purchased and installed before use. The system font Verdana must be installed. The Helvetica Neue typeface family consists of many different weights. Please note that the White Pages® Brand Identity only uses the following weights of Helvetica Neue: Helvetica Neue Light, Regular, Medium and Bold. White Pages® is not licensed to distribute Helvetica Neue and Verdana. PC and Macintosh versions of Helvetica Neue are readily available for purchase from font suppliers.

Available file formats of digital artwork

The Mark is supplied as vector graphic EPS formatted files and bitmap TIF and JPEG files in SPOT, CMYK, RGB and black and white, however some colour options may not be available in some formats due to reproduction requirements. There is a Mark artwork file to suit most software applications and levels of technical competency. The manipulation of these files requires operator technical competency in specific graphic software applications.

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5.2

Digital artwork Artwork naming convention A comprehensive library of digital artwork files for the White Pages® Marks is available.

The White Pages® Mark Artwork naming convention

White Pages® Mark naming convention To assist in locating the appropriate file types, a logical file naming convention has been devised for the Marks. Each file has a unique code that consists of a White Pages® identifier, Mark type identifier, appearance, colours and file format. This code will enable you to identify the type of file without needing to open the file. The matrices on the following pages gives a thumbnail image and code for each Mark.

White Pages® identifier

Appearance Positive (POS) Reversed (REV)

WP_MASTER_01_REV_CMYK.EPS

Mark Type Master comau Macro

Version 01 02 03

File format .EPS .TIF .JPG

Colour Full Colour (SPOT) Full Colour (CMYK) Full Colour (RGB) Black and white (BLACK)

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Digital artwork - The White Pages® Mark Available in all colours outlined in section 2 of the White Pages® Brand Guidelines, in EPS, TIF and JPG formats. Master White Pages® Mark - Version 1 WP_MASTER_01_CMYK WP_MASTER_01_RGB WP_MASTER_01_SPOT WP_MASTER_01_BLACK

Master White Pages® Mark - Version 2 WP_MASTER_02_POS_CMYK WP_MASTER_02_REV_CMYK WP_MASTER_02_POS_RGB WP_MASTER_02_REV_RGB WP_MASTER_02_POS_SPOT WP_MASTER_02_REV_SPOT WP_MASTER_02_POS_BLACK WP_MASTER_02_REV_BLACK

whitepages.com.au Mark - Version 1 WP_COMAU_01_POS_CMYK WP_COMAU_01_REV_CMYK WP_COMAU_01_POS_RGB WP_COMAU_01_REV_RGB WP_COMAU_01_POS_SPOT WP_COMAU_01_REV_SPOT WP_COMAU_01_POS_BLACK WP_COMAU_01_REV_BLACK

whitepages.com.au Mark - Version 2 WP_COMAU_02_POS_CMYK WP_COMAU_02_REV_CMYK WP_COMAU_02_POS_RGB WP_COMAU_02_REV_RGB WP_COMAU_02_POS_SPOT WP_COMAU_02_REV_SPOT WP_COMAU_02_POS_BLACK WP_COMAU_02_REV_BLACK

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Digital artwork - The White Pages® Mark Available in all colours outlined in section 2 of the White Pages® Brand Guidelines, in EPS, TIF and JPG formats. White Pages® MacroMatch Mark - Version 1 WP_MACRO_01_CMYK WP_MACRO_01_RGB WP_MACRO_01_SPOT WP_MACRO_01_BLACK

White Pages® MacroMatch Mark - Version 2 WP_MACRO_02_POS_CMYK WP_MACRO_02_REV_CMYK WP_MACRO_02_POS_RGB WP_MACRO_02_REV_RGB WP_MACRO_02_POS_SPOT WP_MACRO_02_REV_SPOT WP_MACRO_02_POS_BLACK WP_MACRO_02_REV_BLACK

White Pages® MacroMatch Mark - Version 3 WP_MACRO_03_POS_CMYK WP_MACRO_03_REV_CMYK WP_MACRO_03_POS_RGB WP_MACRO_03_REV_RGB WP_MACRO_03_POS_SPOT WP_MACRO_03_REV_SPOT WP_MACRO_03_POS_BLACK WP_MACRO_03_REV_BLACK

5.4