Save the Children Australia Visual Brand Guidelines by Save the Children Australia

Visual Identity Guidelines

What’s inside 19 June 2012 | Version 1 How we look – intro

Co-branding guidelines

How we look – Q&A

SRC partner logo

Design 101

Fundraising logo

Colour is critical

Using illustrations

Logo colour scheme

Maps 26

Key visual elements colour scheme

Putting it all together

Secondary colours

Emergency materials

Display typography

Everyone materials

Positioning of typography

Type and layout specifics

Colour for typography

Forms, addresses, captions and photography credits

Key elements

Bar graphs, pie charts, forms and what-not

The star of the show

Tables 37

Treatment of the four colours

Address style for letterheads, envelopes etc.

Multi-colour frames

Example of details on appeal letter

What not to do

Example of details on annual report

Iconography 9

Tone of voice

Social media icons

A consistent statement about us

Thematic icons

Copy style in brief

Photography as visual elements

Copy writing 101

Quotes 10

Structure 41

The use of black – don’t if you can help it

Standards for bullet points

Photography 12

Capitalisation 41

What not do to

Numbers 41

Photography checklist part one

Punctuation 42

Captions and accompanying text

When in doubt, here are a few helpful principles

Photography checklist part two – what not to do

Quick reference list of common words

Compliance, one more checklist

Checklist – a few tips

Using our logo

About our logo

Anatomy of a logo

Clear Space

Some standards for using our logo

What not to do

Logo colour

Some standards for sizing our logo

Where to place the logo

Small-use stacked logo

Sub-brand logos

Other logos

Key contacts Janosh Biczok

Marketing Coordinator Tel: +61 3 9452 1321 Fax: +61 3 9938 2099 Email: janosh.biczok@savethechildren.org.au

Anthony Trainor

General Manager – Fundraising, Marketing and Membership Tel: +61 3 9452 1321 Fax: +61 3 9938 2099 Mobile: +61 429 012 380 Email: anthony.trainor@savethechildren.org.au

Rachel Anning

Senior Design and Identity Manager

Cover: Sonia attends an accelerated learning centre supported by Save the Children in Afghanistan.

Tel: +61 3 9938 2037 Fax: +61 3 9938 2099 Email: rachel.anning@savethechildren.org.au

Photo: Mats Lignell/Save the Children.

Visual Identity System – Design and style guidelines

How we look – intro 19 June 2012 | Version 1 | Page 1 of 2

Our brand is an asset, it tells people (our beneficiaries, our supporters, the public, and our partners) who we are and what they can expect from us in terms of quality and service. It’s how we identify ourselves, it encompasses our personality as an organisation, and helps differentiate us from other organisations. In short, our identity sums up everything we stand for. Achieving the goal of an enduring brand requires a conscious, coordinated, consistent approach to communications and behaviour. That approach is based on the understanding that every choice and every decision – not advertising or collateral alone – communicates something to someone about the Save the Children Australia brand. An important way of expressing our brand is through our visual identity. These guidelines explain the various elements that make up our visual identity – what they are, how they fit together, and why it is essential that we use them in the right way. We also need flexibility to communicate campaign messages effectively, so these guidelines will help you consider when to adapt or develop aspects of our visual identity. If you’re ever in doubt, just refer back to this document. We don’t ask for much, just a little love and respect for our brand. We think it’s a pretty flexible system that allows creativity, so give it your best shot. And make us proud.

Thank you. Glenn King

Director, Services

Visual Identity System – Design and style guidelines

How we look | Q&A 19 June 2012 | Version 1 | Page 2 of 2

Why do we have visual identity standards? Visual identity guidelines provide guidance for designing consistent collateral pieces for all of our touch-points (brochures, flyers, signs, videos, Web pages, multimedia presentations, etc.). They also assist printers, graphic designers, sign makers, advertising agencies and others who work with our organisation. Consistently applied and thoughtfully executed, visual identity standards help us build the Save the Children Australia brand. Each piece of communication – no matter how simple – sends a message that contributes to the reputation of Save the Children Australia.

Are visual identity standards the ‘brand’? No. Visual identity standards assist in forming a consistent impression of Save the Children Australia, but graphics are not in and of themselves the brand. They reflect our brand positioning: We save and protect children’s lives and strive to give every child a safe and happy childhood.

Whose responsibility are visual identity standards? Everyone’s. Maintaining brand consistency is the responsibility of the entire Save the Children Australia community. We all benefit from speaking in one voice.

I understand others must comply with visual identity standards, but do I? Yes.

Are there exceptions to visual identity standards? Almost never. On occasion, production issues, unusual formats or very unique circumstances require a deviation from our visual identity standards, but that is extremely rare and must be approved by General Manager – Fundraising, Marketing and Membership.

What does our new look mean? Our new visual identity represents these words: energetic, inspiring, fun, optimistic, modern, progressive, colourful, playful, child-focused, friendly, positive, and multicultural.*

Design 101 Good design is hard work. Having the latest graphic design program no more makes a designer than having a typewriter makes one John Marsden. Recognise you need professional assistance. Be careful not to confuse adherence to visual identity standards with good design. Before beginning a project, ask yourself ’Who is my audience?’ The most common design mistake among clients is confusing audience tastes and perspectives with one’s own. That is rarely the case. Who are you competing with? Your audience have more choices and busier lives than ever before. Cutting through the clutter is essential, and good design does that. Freelancers It is the responsibility of any employee who is contracting with printers, designers, graphic artists, photographers, merchandisers and Web designers to inform them of the Save the Children Australia’s visual identity guidelines and to make certain that the standards are applied to the materials being produced.

I have more questions, who do I talk to? Give Janosh Biczok a call +61 3 9452 1321.

How do I get my (designer’s) work approved? Give Janosh Biczok a call +61 3 9452 1321. *HATCH Brand Identity Testing report.

Visual Identity System – Design and style guidelines

Colour is critical 19 June 2012 | Version 1 | Page 1 of 1

Colour is a powerful means of visual expression. It is therefore a key component when communicating the Save the Children Australia brand. The Save the Children Australia colour palettes are unique and, when used consistently, will help to differentiate and strengthen the brand.

The colours say safe and happy childhood loud and clear. Our colour palette is inspired by Australia’s red earth, blue sea, green rainforests, and yellow sun. They also pay tribute to the Aboriginal and Torres Strait Islander flags. Some standards for using our colours

Our colours help define our personality. We’re energetic, inspiring, optimistic, child-focused, friendly, and multicultural.

•

Remember that white space creates an uncluttered environment and helps reinforce key messages; however, too much may result in little contrast and energy. The correct balance should be sought between colour, text and graphics.

•

Never use colours outside of our palette. We do have a secondary colour scheme, these should only be used for subtle purposes and never outplay the key visual elements colour scheme.

•

The only exception to the above rule is for the use of black (from our logo colour scheme). Black is to be used with caution and care. Black may only be used when it’s unavoidable (rarely the case), if careful consideration shows it is necessary for a particular audience or message. See page 11 for more on this.

•

It is mandatory that the key visual element colours are featured in all designs (including the above).

Logo colour scheme

PANTONE 485

Red Pantone 485 0c 100m 95y 0k 255r 0g 0b #ff0000

BLACK

WHITE

Black Pantone Process Black 0c 0m 0y 100k 0r 0g 0b #000000

White 0c 0m 0y 0k 255r 255g 255b #ffffff

They must always run in the following order: – Red, Yellow, Blue, Green; or flipped horizontally.

– Green, Blue, Yellow, Red.

Key visual elements colour scheme

PANTONE 485

Red Pantone 485 0c 100m 95y 0k 255r 0g 0b #ff0000

PANTONE 116

Yellow Pantone 116 0c 15m 100y 0k 246r 211g 48b #f6d330

Secondary colours

Orange 0c 60m 87y 0k 219r 129g 62b #db813e

PANTONE 660

Blue Pantone 660 88c 50m 0y 0k 63r 116g 184b #3f74b8

PANTONE 368

Green Pantone 368 50c 0m 100y 0k 158r 197g 76b #9ec54c

Make sure these colours do not dominate the key visual elements colour scheme.

Blue 100c 80m 0y 0k 44r 79g 158b #2c4f9e

Cyan 100c 0m 0y 0k 0r 173g 236b #00acec

Visual Identity System – Design and style guidelines

Green 96c 0m 97y 0k 62r 166g 88b #3ea658

Cream 2c 5m 37y 0k 252r 238g 176b #fceeb0

Warm Grey 20c 20m 20y 0k 200r 193g 191b #c8c1bf 3

Display typography 19 June 2012 | Version 1 | Page 1 of 2 Egyptienne URW

Claire Hand

The corporate typeface of Save the Children Australia is Egyptienne URW.

This is a casual hand typeface which is used as a design feature. Use sparingly. Claire Hand only comes in uppercase letters.

Aa Aa Aa

Egyptienne URW regular, or light are to be used for body copy and medium, bold (and sometimes light) for main headings.

Egyptienne URW Regular

The feature-type is always placed on a 3 degree angle.

You’ll need to adjust the kerning a bit.

3� angle

Claire Hand regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890~!@#$%^&*()_+,./;’[]\

Myriad Pro

Keep an eye on the kerning!

Egyptienne URW Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

1234567890~!@#$%^&*()_+,./;’[]\

Our supplementary san-serif typeface is Myriad Pro. This can be used to break up text in copy-heavy documents. Use for stock codes, photography credits and captions. And remember to always use as a secondary typeface, never for features such as page headings.

Aa Aa Myriad Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+,./;’[]\

Myriad Pro Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+,./;’[]\

Egyptienne URW Bold

Exceptions for PC-Users and online live text

ABCDEFGHIJKLMNOPQRSTUVWXYZ

It is recommended that Calibri be used for word processed text in individual communications, for example memos, press releases, business letters, powerpoint presentations, and internal documents. In the event that a secondary font is needed, Garamond can be used.

abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+,./;’[]\ Visual Identity System – Design and style guidelines

Aa Calibri Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+,./;’[]\

Aa Garamond Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+,./;’[]\

Display typography | some examples 19 June 2012 | Version 1 | Page 2 of 2

Positioning of typography To maintain consistency and maximise legibility we always use upper and lower case letters (with the exception of Claire Hand, which should be used sparingly).

Display headings using Egyptienne and Claire Hand For key display headings, use a combination of Claire Hand (at a 3˚ angle) and Egyptienne bold using two (or more) of our four key colours to add energy.

you to all our Generally, all headlines and bodyThank copy should be ranged left. Headline text may be positioned on an image, but it must be clearly legible. Text should not be manipulated, eg. outlined, ghosted, shadowed, stretched or condensed.

Colour for typography

wonderful volunteers.

News

& events

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Headlines and main headings should make use of two (or more) of our four key colours to add energy. Examples on right. To enhance legibility, body copy should be set in black. To increase design flexibility white may be used, but keep an eye on legibility (you’ll want to increase the font weight and size). Using Claire Hand An example of Claire Hand used for graphic features with our four colour wet paint strip. This style is casual and has a sense of fun about it. Think about the message you’re sending and the audience, if it suits go for it. (No need to put Claire Hand on angle when it’s used like this.)

cl aire hand 3� angle

new stuff

ou’re yawesome

Make sure Egyptienne URW features heavily elsewhere in the document.

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Visual Identity System – Design and style guidelines

Save the Children Australia's Supporter Magazine

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Key elements 19 June 2012 | Version 1 | Page 1 of 6

Our brand’s visual identity is a flexible system of elements that represent ‘safe and happy childhood’. We are giving our four colour wet paint strip a starring role. That means it’s mandatory to put the strip on each page. There are plenty of ways of doing that. We’re keeping things flexible. But what you must do is make sure it looks like wet paint brush strokes, not fluff, nor fuzz, nor nasty vector brush effects. And keep the colours in order. Ta.

Treatment of the four colours The Save the Children Australia wet paint strip is constructed from four colours, painting with the Mixer Brush in Photoshop (new in 5.0).

:-)

The star of the show

Four colour wet paint strips The colour is set. We have spent a good deal of time working up these colours. It’s important for consistency that we stick to them. Four bars and that’s it. The bars only have four colours in them. Not five, not three, two or one. Always four. ‘Wet paint’ symbolises working together, creativity, adaptability and change, weaving in aspects of our values. Painting with vivid colour is something most of us do as children, and it brings back memories and associations of childhood.

:-)

There’s no need to recreate paint effects. There are plenty of existing elements and for consistency we’d prefer you use what exists. If you find the existing elements do not suit your purpose and you do need to create new artwork then you can. If you don’t know how to use the brush, don’t! Seriously though, it should still look like wet paint … or at least, wet-paint-ish. It’s not that difficult, but in case you missed what we’re getting at, we have some examples to the right of good paint effects and, well, rubbish ones (on the next page).

Solid edges bleed off the page

And if you need it, here’s a great tutorial on the mixer brush. www.lynda.com/Photoshop-CS5-tutorials/ painting-with-the-mixer-brush

Some standards for using our colours

:-)

They must always run in the following order: – Red, Yellow, Blue, Green; or flipped – Green, Blue, Yellow, Red.

Visual Identity System – Design and style guidelines

Key elements continued 19 June 2012 | Version 1 | Page 2 of 6

Using the strip as an underline If you’re using as an underline, be sure to use the correct size line, the last thing we want are tiny little lines, where we can’t see the colour.

:-)

It might be little, but it’s still wet paint.

These examples are great. 1mm and 0.5mm deep. What not to do

:-(

Solid edges bleed off the page

:-)

Not fluff or fairy-floss. No obvious vector-art brush styles.

Multi-colour frames

:-(

What not to do

:-(

Sometimes, when full bleed isn’t possible this element can be really handy to represent our four colours. It’s also useful for calling out actions in publications. It’s not mandatory, just an option.

Standards for multi-colour Thanks frames are pretty simple. Do adjust the curvature, don’t just duplicate. They’re meant to look freehand, not uniform.

to our partners Kent Moving & Storage is Australia's largest family owned moving company and is also one of Save the Children Australia’s newest corporate partners. Kent is committed to improving the lives of children around the world and for every move that is booked through their website they’ll donate $10 to help children get a better start in life. They have guaranteed to raise at least $20,000 for Save the Children Australia in the next 12 months. Thank you Kent! Save the Children is proud to be working with Accenture in many areas around the world. They have recently strengthened their support of our work and have pledged $50,000 to help young Indigenous Australians in our Alternative Education program in Glebe, New South Wales. The donation will provide young people with the skills to gain further education and employment. We are delighted to team with Accenture and look forward to working with them as they provide positive role models for young people in Glebe.

Cover Photo: Children play at our kindergarten in Victoria. Photo: Robert McKechnie/ Save the Children Australia Save the Children Australia is fully accredited by the Australian Agency for International Development (AusAID), the Australian Government agency responsible for managing Australia’s overseas aid program.

AUTUMN '12 Did you know... World’s Children Aboriginal and Torres Islander Save the Children Australia is aStrait member of the Australian childrenCouncil are: for International Development (ACFID) and is a signatory to the ACFID Code of • up to sixCode times moremembers likely totobemeet the Conduct. The requires subject of child protection high standards of a corporate governance,order. public accountability and financial management.

Health workers • up to 28 times more likely to be in juvenile detention. save lives Our • up to three times more likely to

This magazine is printed on 100% recycled fibre and is Australian made. No chlorine bleaching occurs.

love your work!

Corporate Partners

In the absence a contrary statement; the programs Sasen provides basic health care to in 70oftheir die ﬁrst year of life. represented in this publication, by way of photograph or people in his village and more 500 other reference, are programs which are managed by either • than more likely to struggle at school. Save the Children Australia or Save the Children International people in 16 nearby villages. He walks from Only 36% Aboriginal and members and/or theirof partners (to which Save theTorres Children may have contributed). In the instance of programs village to village treating theAustralia sick and Strait Islander children complete managed by Save the Children International, the contribution providing education on staying healthy. their Year 12 or equivalent. value provided by Save the Children Australia varies on each program and its location. All material At the moment he is treating depending cases of presented in this publication is the intellectual property of Program highlights: diarrhoea, acute respiratory infections, Save the Children Australia and/or Save the Children scabies and malaria. He also helps • Ourmothers School Attendance program in during pregnancy and childbirth.Ceduna and Darwin is achieving great outcomes. In Darwin, many See pages 8-9 for more on Sasen and how health workers save lives.

Awarded to

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Visual Identity System – Design and style guidelines

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There savethechildren.org.au is still more to be done and we look forward to working with Talk to our team communities on this progress. 1800 76 to 00 build 11 For more information or to read our Reconciliation Action Plan in full, visit savethechildren.org.au/reconciliation Donations of $2 and over are taxdeductible. Funds are used to improve the lives of children around the world including but not restricted to those described in this mailing. You can view our privacy policy online at savethechildren.org.au ABN 99 008 610 035an Imagine Become supporter todaythe andChildren. Photos: Ben Bohane/Save STC00551 help children in Australia have the safe and happy childhood they deserve.

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Save the Children Australia and four other community organisations are supporting the school and community to improve school participation and learning outcomes by providing support to Aboriginal children and families. Judges described the program as an ‘excellent example of a partnership where everyone is working towards a common goal – to give disadvantaged children an education’. Betty Shepherd, who coordinates the program in Darwin, was thrilled to receive the award from NAB at a special ceremony in Melbourne. Betty is a member of Save the Children’s Reconciliation Advisory Committee and a long-time member of our programs team in the Northern Territory.

THANK YOU FOR YOUR SUPPORT savethechildren.org.au/ imagine

1800 76 00 11

We’re proud to be winners of the NAB Schools First Impact Award for the Northern Territory, in partnership with Millner Primary School in Darwin.

:-(

Aboriginal and Torres Strait Islander children and families at national and state-based forums. A Reconciliation State: Postcode: Advisory Committee, which brings Mobile: staff from around the together country, met twice last year. Date of Birth:

Address:

baseline of around 20% for some of the provide children. could In Halls we are working in a a •toolkit forCreek, a health worker consortium with twocommon Aboriginal to diagnose and treat community organisations to illnesses like diarrhoea. manage new Children and Family Level 6,a250 Victoria Parade, East Melbourne 3002 Centre with theVIC Government of info@savethechildren.org.au Western Australia. 1800 76 00 11 • In communities like Ceduna in could train South Australia, we’ve helped to bring the community together to a health worker like Sasen celebrate Aboriginal and Torres to save children's and Strait Islander culture during mother's lives. Reconciliation Week and NAIDOC Week.

Post this form Reply Paid 86599 Fitzroy VIC 3065

Other:

Name:

secondary message here along the lines of we couldn’t do it without you

Save the Children is Australia’s leading independent emergency relief and development organisation for children. of the in our program are We save andchildren protect children’s lives now attending primary school and strive to give every child a safe and happy childhood. 80% of the time, up from a

donate today…

I will make a donation to help children and families in need.

in appreciation of

International unless otherwise stated. Photos copyright Save the Children unless otherwise stated. Material in this magazine may only be reproduced with the express permission of Save the Children Australia. To protect identities, some names, details and photos may have been changed. All inquiries should be directed to the Marketing Department, Save the Children Australia.

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strip is not Just quietly, theus Multi-colour en mandatory wh it ifing can. u yo frames. Do use

Thank you to IKEA for another year of support through the annual Soft Toy Campaign, which continues to raise funds to give children around the world an education. For every IKEA Soft Toy purchased during November and December 2011, IKEA donated one euro to our global education programs. In Australia, IKEA stores also ran "give twice" activities, where customers could choose to give back the soft toy they'd purchased. The gifts were then given to children in Save the Children's programs around the country.

Key elements continued 19 June 2012 | Version 1 | Page 3 of 6

Basic shapes Sometimes, especially for invitations, we want to design something that looks pretty in an elegant way. Fortunately our brand’s graphic style is a flexible system of elements that visually represent ’safe and happy childhood.’ Using basic shapes is a great solution for a more sophisticated design. Make sure you use all of our colours, and don’t forget to use the mandatory four colour wet paint strip. It’s really easy to integrate our colours and the colour strip.

Preferred logo

Mandatory strip

Preferred logo

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Mandatory strip

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Visual Identity System – Design and style guidelines

A NIGHT WITH THOUGHT-PROVOKING OPINION LEADERS 23/05/12 11:34 AM

Key elements continued 19 June 2012 | Version 1 | Page 4 of 6

Iconography

A few pointers

We have developed a couple of styles for icons. Please try to stick with the look and feel of these for any new icon requirements.

Really simple. Donâ&#x20AC;&#x2122;t go reinventing the wheel.

Social media icons This series has a wet paint look to them, and include the e-shop icon. They do exist as vector art if you need to use them in large print such as on vehicles.

Make sure you stick to our four colours. Use wet-paint effect for any new social media icons. And keep new thematic icons in the same style.

Thematic icons This series was initially developed for our regular giving communications. They use our four colours and a simple hand-drawn style.

Photography as visual elements Photographic elements are great to use for interest. Do adjust so the colours match our colour palette.

Visual Identity System â&#x20AC;&#x201C; Design and style guidelines

Key elements continued 19 June 2012 | Version 1 | Page 5 of 6

Quotes We like quotes. Especially quotes from children, quotes from our founder Eglantyne Jebb, and quotes about childhood and children. Here are a few ideas.

“For the first time, I felt empowered and brave enough to talk directly to my father about child rights…”

“The only international language in the world is a child’s cry.” Eglantyne Jebb (1876-1928) founder of Save the Children

Male, 13, Solomon Islands

“The world is not ungenerous, but unimaginative, and very busy.”

“I have no enemies under the age of seven..” George Bernard Shaw

Eglantyne Jebb (1876-1928) founder of Save the Children

“I am very happy to attend school.” Aminullah, 11, Afghanistan

“Now I know how to wash my hands properly.” Dyna, 6, Cambodia

“Now me and my friends know our rights.” Albert, 13, Solomon Islands

“I have changed from being a shy person to be being a brave person.” Manivanh, 13, Laos

Visual Identity System – Design and style guidelines

Key elements continued 19 June 2012 | Version 1 | Page 6 of 6

The use of black – don’t if you can help it Black is also included but should be used exclusively for premium looking collateral. Please don’t use it willy-nilly. Make sure the four colours are still represented, and use the mandatory wet paint strip. Mandatory strip

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A night to remember…

Save the Children would like you to be a part of a very exclusive evening. Please save the date, or simply reserve your tickets right now.

2 October

Additional information to follow.

Princes Wharf N .1

To reserve your tickets please call 03 6231 9488, email scatasinfo@savethechildren.org.au, or fill in the online booking form.

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Mandatory strip

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Luncheon To reserve your tickets please

Be entertained a 9488, email call 03with 6231 fashion parade featuring scatasinfo@savethechildren.org.au, Australian designers. fillother in the online booking form. Connect or with amazing leaders from your local community. Early birdwork tickets $195, after 30 June Be inspired by the being carried outand by VIP passes $295. $210, Save the Children locally.

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Please join your local community and business leaders for a lunch with all proceeds going to Save the Children programs in the local area.

e join your local community and business rs for a lunch with all proceeds going to Mandatory the Children programs in the local area. strip

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Friday 22 June noon til 3pm

La Medusasavethechildren.org.au/tasmania Ballroom Palazzo Versace $125 per ticket RSVP by 13 June For more information, or to secure your booking please call Karleen Harrington on (07) 3844 2699 or email qldevents@savethechildren.org.au

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Visual Identity System – Design and style guidelines

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Photography 19 June 2012 | Version 1 | Page 1 of 4

Photography credits and frames

• 3 pt keyline (adjust depending on size, to look relative to a 3pt keyline on an A4 page.

We always credit the photographer for the photo, along with Save the Children Australia (or Save the Children if the photo was taken by a different Save the Children Member).

• C hoose your colour, though keep keylines white on a coloured background.

ie. Photos: Photographers name/Save the Children

To frame, or not to frame? That is the question. Either is okay. There are guidelines in the box to the right.

• S ee page 35 for details on type styles for captions and credits. • W e like square images. That’s not always easy, especially for a hero image on an A4 page. But we do like square pics, so at least try, and at a minimum keep ancillary images square. That’ll make us happy. Please refer to the following pages (13-15) for important information regarding choosing your photography. For the full Image Policy please contact Janosh Biczok +61 3 9452 1321.

What not do to

:-(

:-)

What not to do

• K eep images straight, avoid placing on an angle. Save the Children Australia Level 6, 250 Victoria Parade, East Melbourne, VIC 3002 Locked Bag 5000, Fitzroy VIC 3065 Tel: 1800 76 00 11 Fax: (03) 9938 2088 Email: info@savethechildren.org.au savethechildren.org.au ABN 99 008 610 035

• C areful not to crop out the context • D on’t use multiple shapes, we’d appreciate it if you use square images wherever possible (not often going to work for hero images on an A4 page say, but at least keep it square for supporting images).

WORKING LOCALLY IN [STATENAME] AND ALL AROUND AUSTRALIA Visual Identity System – Design and style guidelines

• D on’t use Polaroid/ photographic frames, that’s simply not our style.

12 NORTHERN TERRITORY QUEENSLAND

Photography continued 19 June 2012 | Version 1 | Page 2 of 4

Photography checklist part one

Our Image Policy is very important

• U se uplifting, outcome-oriented and positive imagery as much as possible (see table below).

If you are require further clarification on any of these points please refer to the full Image Policy. For a copy of the most recent Image Policy please contact Janosh Biczok +61 3 9452 1321.

• S how people in our programs as active participants, not passive recipients.

It’s critical to our organisation that you adhere to these guidelines. They are not open to negotiation.

• W here possible we should use images where people are looking directly into the camera.

Think about your message and audience

• S how diversity in the images you choose.

The message you are conveying and your audience will often dictate the type of image to use. Are you communicating to someone who has been supporting us for a while? They will most likely respond to uplifting and positive imagery showing outcomes (reflecting that their donations are making a difference). However, sometimes you may need to use images which show a clear need, for example a child who is malnourished in a food crisis. This is helping to educate the audience on the situation facing children in a particular place. In this instance, it is important not to sensationalise the situation – think about if the person visited this place themselves. Would this image be representative of what they would see?

:-(

What not to do

• U se images showing ‘need’ sparingly. Always be respectful and only use these images in context (ie. a food crisis). Do not use for general communications or in places where the context cannot be explained. • O btain consent before taking the photo. Cropping images e careful when cropping B images. In this instance, the photo in the yellow frame to the left shows a child being cared for by an adult (parent/doctor). The photo in blue has been cropped and could be interpreted as a child alone.

Message

Types of image used

• Urgency • We need your help

• S hows the need and • Cold donor situation (without • Potential donor sensationalising the situation or showing the subject in a undignified manner)

• Appeals

• U plifting, outcome-oriented and positive imagery (shows the difference the donor’s support has made or could make)

• Long-term donor

• World’s Children

• General public

• Annual Report

• S taff, Members and volunteers

• Strategic Plan

• Y our support is valued • You are making a difference • L ook at the difference you can make

Potential audience

Communication examples • Emergencies • ‘ Before’ images, when showing before and after scenarios

• E-newsletter • Website • Campaigns

Visual Identity System – Design and style guidelines

Photography continued

Photography checklist part two – what not to do

Captions and accompanying text

• D o not use images where the subject/s is naked or dressed inappropriately, particularly older children.

:-(

19 June 2012 | Version 1 | Page 3 of 4

Remember, images intended only to shock or attract attention do more damage than good. Where possible, show solutions and outcomes of our programs, not problems. Think also about the text accompanying the image. Ensure your text is always relevant to the photo. In more lengthy articles, ensure you explain the situation portrayed in the photo and how Save the Children is working with the family/situation. As a minimum, always have a short caption to explain the image. What not to do

:-(

What not to do

If the image is a cultural one (traditional dance where they are painted but with no clothes) use your discretion and check with program experts or local people to determine if the image is okay to print. • D o not use images showing people as passive recipients of aid. • D o not airbrush or alter images so it changes the context. • A void images that look manipulated.

What not to do

:-(

Don’t portray as passive recipients.

What not to do

:-(

Don’t add affects, keep authenticity.

• D o not use an image from one country to illustrate another country. • D o not purchase stock photography of children, we have an extensive image library and images must be authentic.

What not to do

:-(

Don’t show kids in distress.

:-(

Don’t portray as passive recipients.

• D o not crop the context from the image. • D on’t use images of children in distress. • D on’t use images showing suffering. • I f showing a child in need ensure they are shown being cared for (eg. a carer is present).

What not to do

:-(

There are many issues with this image.

What not to do

:-(

Don’t show kids not fully clothed.

• W e do not use beneficiaries surnames for privacy reasons. • I t may not be appropriate to mention the name of a village. Always remember the privacy and security of the people we are taking images of.

Don’t show distressed kids by themselves, keep the context (parents/Dr).

Visual Identity System – Design and style guidelines

Photography continued 19 June 2012 | Version 1 | Page 4 of 4

Compliance, one more checklist Think about your image/s when answering the questions. Ensure you explain the situation portrayed in the photo and how Save the Children is working with the family/situation. As a minimum, always have a short caption to explain the photo.

RESPECT: Are images respecting the dignity of the people portrayed and encouraging respect for their way of life? Does this image respect the privacy of the individual(s) portrayed? Do you have consent from the individuals in the image to use this image? How would you feel if you were the subject of this image and you knew this image was being viewed by thousands of people? TRUTHFULNESS: Are the images and messages accurate, balanced and representative of reality, and therefore truthful? What is your intention in using this image? Are you seeking to manipulate the viewer or to portray the situation accurately? Does the image tell the whole story? Is it focusing on a narrow reality in a way that will cause the viewer/reader to generalise inappropriately about the situation? Does this image contribute to the public’s

understanding of the whole picture? Does this image portray or help to portray a balanced view of the situation/ region in question? INTEGRITY: Is ‘what we show’ the same as ‘what we know’ about life in the country, so that we are acting with integrity? What is your overall impression of the region after viewing this image? Based on what you know from our work, would this impression be accurate?

EQUALITY/ PARTNERSHIP: Are we promoting or discouraging equality between women and men? Is the vital role of our partners (eg: local NGOs) shown or mentioned in this image/text? What does this image say about our partner organisations and their work? Do you think this image would encourage empathy, as opposed to pity, in the viewer?

What is the impression given of the relationship between our workers and the communities/ people they are working with? Is this an accurate impression?

What message does the image convey about gender equality? Are women and men being shown as capable, active and involved in the development of their families and communities?

What aspects are missing from this picture? Does their absence contribute to an unrealistic or untruthful impression?

SUSTAINABILITY: Are we building support for long-term sustainable development?

Are the caption/text and image coherent? Or is the text saying one thing but the image leaving a different impression?

Visual Identity System – Design and style guidelines

What is this image saying about the aims of the development process? Does the image encourage a sense of interconnectedness and

interdependence between the viewer and the people in the image? Does the image convey a sense of hope? Does the image convey a sense of efficacy (the belief that people can make a difference)? Are local people being shown as active agents of their own development or as passive recipients, dependent on others? RECONCILIATION ACTION PLAN (RAP): Only use images that demonstrate respect and reflect the dignity for Aboriginal and Torres Strait Islander people. Images that perpetuate negative stereotypes should be avoided. Always check that photographs and art work do not include images of people who have passed away. If you are unsure, a disclaimer should be used. Please refer to the full Image Policy for details. For a copy of the most recent Image Policy please contact Janosh Biczok +61 3 9452 1321. 15

Using our logo 19 June 2012 | Version 1 | Page 1 of 4

About our logo The logo – our name and the brandmark that goes with it – is the most valuable element of Save the Children Australia’s visual communications. Whenever the logo appears, people will immediately make a link between the accompanying message or activity and Save the Children Australia. Ensuring our logo is used correctly also enables us to protect it legally and stop it being used without our permission. That is why it’s so important to get it right. All our visual communications should include our whole logo, and you must follow these standards to ensure that we can protect our logo and make the most of its impact. The logo can only be used by Save the Children Australia and by our agreed Partners who have a signed MOU, licence agreement or affiliation agreement.

PANTONE 485

WHITE

BLACK

Red Pantone 485 0c 100m 95y 0k 255r 0g 0b #ff0000

Black Pantone Process Black 0c 0m 0y 100k 0r 0g 0b #000000

White 0c 0m 0y 0k 255r 255g 255b #ffffff

Some standards for using our logo • A lways use the whole logo (the brandmark and the logotype) from the logo files provided – never recreate, rearrange or recolour it yourself. • Always leave the logo some space to breathe.* • Use white or neutral backgrounds. • Do not rotate the logo. • D o not add embellishments like drop-shadows, embossing, shapes, or borders etc. to the logo. • D on’t attach any other message to the logo (eg. campaign names, slogans or illustrations). • Don’t use the logo as part of a sentence. • Don’t distort the proportions of the logo in any way. • I f it’s unavoidable to sit the Save the Children Australia logo on a solid colour use the reversed logo. Always try to solve with the preferred logo first (red icon, black text).

Anatomy of a logo Brandmark Logotype

Clear Space

• D on’t use the logo on busy photographic or textured backgrounds. What not to do

:-(

Logo (sometimes called signature)

• Do not sit the logo on yucky clashing colours.

Abore et quatus are, sum fugiatur, ea velendit dendit quid qui rem et uta solorup.

Born to knit

* Measure a square from the base of the circle to where the arms intersect the circle.

Visual Identity System – Design and style guidelines

Do not add embellishments like strong shapes, or borders to the logo.

Using our logo continued 19 June 2012 | Version 1 | Page 2 of 4

Logo colour se the logo in full colour whenever possible, with the brandmark in red and the logotype U in black. If it’s unavoidable, alternatives can be used (if the piece is compromised by using the preferred logo). When using the logo on a dark background, you can use a reversed version (with the symbol in red and the name in white). We also have an all-white version, for use if it’s hard to see the red symbol on the background colour, and an all-black version, for when it’s impossible to use colour. Preferred logo Please do not use other versions unless authorised. It is okay to use a secondary logo if the preferred logo features prominently elsewhere on the artwork.

SaveTheChildren_Australia_CMYK.ai

SaveTheChildren_Australia_485.ai

Secondary logo options

SaveTheChildren_Australia_WHITE.ai

SaveTheChildren_Australia_REV_CMYK.ai

SaveTheChildren_Australia_MONO.ai

Some standards for sizing our logo • 6mm brandmark minimum dimension. • 9 mm recommended size of the brandmark on business cards, or A6 postcards.

6mm

• 1 1mm the size of the brandmark on C5 Envelopes, and A5 or DL flyers. • 1 3mm the size of the brandmark on letterhead in A4 format and compliments slip in DL format. 18mm minimum recommended for A3. • T he brandmark should never be smaller than 6mm for print (and ideally at least 9mm). On websites and in digital formats the brandmark should not be smaller than 20 pixels.

9mm

11mm

The minimum size is based on the width of the of the brandmark (as shown opposite).

13mm Visual Identity System – Design and style guidelines

Using our logo continued 19 June 2012 | Version 1 | Page 3 of 4

Where to place the logo The logo should be placed in the upper or lower right corner if at all possible. The logo should never be centred. The example shows the logo placement on a range of items.

Spacing for preferred placement Be sure to maintain the same amount of clear space from the top and left edges, or from the four colour wet paint strip.

Photo: Jane Hahn / Save the Children.

Primary Placement examples

Thank you for your support.

STC00615b_Warm_Response_Form_v4.indd 1

13/04/12 2:19 PM

Same clear space File names

AUTUMN '12

• CMYK – 4 colour printing.

World’s Children

• 485 – two-colour print. • RGB – use these colours for digital (on screen) designs. Format • EPS and AI – vector based image: allows image to enlarge to any size without distorting the quality. Suitable if you’re using a Mac or a design programme such as Adobe Illustrator. • JPEG – size-dependent, pixel based images (if scaled up too much the image will lose quality). Suitable if you’re using a PC and programs like Word and Powerpoint.

Save the Children Australia's Supporter Magazine

Otiam quem fit • Quis mo pat publin • Horei fuer aucit • Quis mo pat publin

230hx130w_worlds_children_working_4.indd 1

9/01/12 9:58 AM

Small-use stacked logo There will be rare occasions when you may have to use a smaller logo, or when you need the logo to stand out from a distance (eg. on t-shirts, or square signage). In these (approved) circumstances, you can use a special stacked version of the logo. Please maintain the exclusion zone shown. The minimum size for the small-use logo is 20mm in width as shown here. Visual Identity System – Design and style guidelines

• TIFF – size-dependent, pixel based images (if scaled up too much the image will lose quality). Suitable if you’re using a Mac or a design program such as Adobe PhotoShop. • GIF/PNG – size-dependent, pixel based images (if scaled up too much the image will lose quality). Gives the ability to have white as transparent which can be useful online or in PC program like Word or Powerpoint. Not for general use Seek agreement from the General Manager – Fundraising, Marketing and Membership before using.

20mm minimum size 18

Using our logo continued 19 June 2012 | Version 1 | Page 4 of 4

The following logos are okay to use. Any development of new product, event or sub-brand logos must be approved the General Manager – Fundraising, Marketing and Membership.

What not to do

:-(

Sub-brand logos

Please don’t integrate the Save the Children logo into another logo. Both of these examples have broken a couple of our logo usage guidelines: • Always leave the logo some space to breathe.* • Do not rotate the logo.

SME and fundraiser logos

Retail logo (Kids for Kids Concept Store)

Campaign logos (Australia)

Product logos

International campaign logos

Visual Identity System – Design and style guidelines

‘‘

Co-branding guidelines ADVERTISIng fEATuRE

Helping the kids

The great thing about 19 June 2012 | Version 1 | Page 1 of 1 this campaign is, it’sof soco-branding easy Examples placement for Australians For corporate partnerships, it is recommended that a phrase between the two logos is used to contribute Vicks BreatHe For LiFe amBassador

‘‘

to definenatalie theBassingthwaighte working relationship. For example, “Proudly supporting”, “Supporting”, Natalie BassiNgthwaighte joins Breathe For liFe “In partnership with”, “Working with”. This helps the understand relationship. Savepublic the Children in tHe the FigHt amBaSSador

against pneumonia in BangLadesH.

Remember at all times the Save the Children logo it’s must be used appropriately, full signature a disease that is so easily prevented here in australia but throughout the world, pneumonia continues to claim logo and approved colour. young lives. nowhere is this more prevalent than in poverty-stricken Bangladesh.

The partner’s logo or supporting phase must not interfere with the Save the Children logo. “As a mother I was horrified to see that children in this day and age are dying from pneumonia,” says actor and musician natalie Bassingthwaighte. This was the harsh reality of Vicks Breathe for Life ambassador natalie Bassingthwaighte’s recent trip to Bangladesh with Save the Children. The good news is, it’s easy to help Vicks make a difference. Purchase any Vicks product or “like” Vicks on facebook and a donation will be made to the Save The Children pneumonia campaign.

We are happy to review and discuss any questions you might have regarding co-branding. Please direct all questions through marketing.requests@savethechildren.org.au.

‘‘

ADVERTISIng fEATuRE

Helping the kids

The great thing about this campaign is, it’s so easy for Australians to contribute

‘‘

Vicks BreatHe For LiFe amBassador Natalie BassiNgthwaighte joins Save the Children in tHe FigHt against pneumonia in BangLadesH.

natalie Bassingthwaighte Breathe For liFe amBaSSador

it’s a disease that is so easily prevented here in australia but throughout the world, pneumonia continues to claim young lives. nowhere is this more prevalent than in poverty-stricken Bangladesh. “As a mother I was horrified to see that children in this day and age are dying from pneumonia,” says actor and musician natalie Bassingthwaighte. This was the harsh reality of Vicks Breathe for Life ambassador natalie Bassingthwaighte’s recent trip to Bangladesh with Save the Children. The good news is, it’s easy to help Vicks make a difference. Purchase any Vicks product or “like” Vicks on facebook and a donation will be made to the Save The Children pneumonia campaign.

Making a difference

life-saving treatment

With support from Australians By simply purchasing a Vicks through the Vicks Breathe for product or Liking the Vicks Life project, Save the Children is facebook page, you will be making a real difference to children helping the Vicks Breathe for Life in remote Bangladesh through project treat 75,000 children for the diagnosis, treatment and pneumonia through life-saving prevention of life-saving pneumonia. As part antibiotics, oxygen and other Making a difference of the project,treatment Save the Children critical treatment this winter. In With support from Australians By simply purchasing a Vicks through the Vicks Breathe for or Liking the Vicks hopes to trainproduct an additional 1,600 addition, the programme will help Life project, Save the Children is facebook page, you will be like on ThE VICkS making a real difference to children the Vicks Breathe for Life foR health workershelping and village doctors SaveEVER theyChildren reach 270,000 in remote Bangladesh through project treat 75,000 children for Book PAgE & EVERy VICkS FaCe the diagnosis, treatment and pneumonia through life-saving mAkE VICkS WILLproviding who will provide accessible mothers and caregivers, prevention of pneumonia. As part antibiotics, oxygen and other PRoDuCT purChaSed, ren the Child of the project, Save the Children critical treatment this winter. In Save Tothe a dona healthcare services to 135,000 themtion with skills to recognise the hopes to train an additional 1,600 addition, the programme will help health workers and village doctors Save the Children reach 270,000 children throughout Bangladesh. early warning signs of pneumonia. who will provide accessible mothers and caregivers, providing healthcare services to 135,000 children throughout Bangladesh.

them with the skills to recognise the early warning signs of pneumonia.

kS foR EVERy like on ThE VIC kS VIC y ER EV & gE FaCeBook PA mAkE LL WI kS VIC , Sed PRoDuCT purCha Children a donation To Save the

working witH

For more information go to www.facebook.com/vicksaustralia or visit our website www.vicks.com.au

Vicks range of products helps relieve cough and cold symptoms. Vicks is not for the treatment of pneumonia. Always read the label. Use only as directed. If symptoms persist, see your healthcare professional. Source: Nicholas Hall’s DB62011

ASMI XXXXX

FOR EVERY SOFT TOY YOU BUY, IKEA DONATES €1 TO HELP EDUCATE KIDS

Long-term effects of a short campaign Like IKEA customers build furniture them-

a quality education. Since its start in 2003,

ute to make a real difference. Though the

Jr. In his one-minute film, Helder asks a child

selves, the success of the Soft Toy Campaign

the annual Soft Toy campaign has raised a

campaign itself is short in time, the money

working on the street, ‘Selling clothes? What

lies in working together. For every soft toy

total of 35.2 million euro, which has helped

raised in the campaign supports and extends

is your future?’ Helder wants his future to be

or children’s book bought between XX - Dec.

improve the lives of more than eight million

the annual projects of UNICEF and Save the

different. “By going to school I will be able to

XXs, the IKEA Foundation will donate 1 euro,

children in 45 countries. This year’s goal is

Children, who work every day for the most

become someone that can help others,” he

split between UNICEF and Save the Children,

12 million euro.

important people in the world.

says. Without the support of UNICEF and the

to support the education of the most disad-

All 38 IKEA retail countries/territories

The campaign’s long-term effects are seen

Soft Toys campaign, what would be Helder’s

vantaged children. Joining the campaign with

invite customers to join the campaign, which

in examples like Helder Pecho Cossa of Mo-

future instead? (Learn more about Helder on

a purchase is an easy way to stand together

means more than 300 IKEA stores and

zambique’s Chibuto District, a participant of

page 12.)

in the fight for realising every child’s right to

many millions of Soft Toy fans can contrib-

the UNICEF sponsored initiative, One Minute

2011 IKEA Soft Toy Campaign for education

Visual Identity System – Design and style guidelines

SRC10 partner logo 19 June 2012 | Version 1 | Page 1 of 1

About our supporter logo Save the Children Australia has an SME Partner program, known as SRC10. Partners who sign up to this program will receive the logos below for use online or in print, to show to their clients that they support Save the Children Australia. This logo is not to be used or associated with any promotional material that is deemed inappropriate. For further details please contact the SME Partner team in Melbourne.

Some standards for using our supporter logo •

lways use the whole logo from the logo files A provided – never recreate, rearrange or recolour it yourself.

•

Always leave the logo some space to breathe.

•

Use white or neutral backgrounds.

•

Do not rotate the logo.

•

Do not add embellishments like drop-shadows, embossing etc. to the logo.

•

on’t attach any other message to the logo D (eg. campaign names, slogans or illustrations).

•

Don’t use the logo as part of a sentence.

•

Don’t distort the proportions of the logo in any way.

•

Do not sit the logo on solid colours, nor on photographic or textured backgrounds.

Always ensure the logo is legible. We recommend a you make the logo no narrower than 35mm wide, as shown below.

35mm minimum width

Clear space Leave a clear space as shown below. Measure a square from the base of the circle to where the arms intersect the circle.

:-(

What not to do

Minimum size

Cycle Challenge

Our colours

BLACK

Abore et quatus are, sum fugiatur, ea velendit dendit quid qui rem et uta solorup. Visual Identity System – Design and style guidelines

0c 0m 0y 100k #000000

PANTONE 485

0c 100m 95y 0k #ff0000

PANTONE 116

0c 15m 100y 0k #f6d330

PANTONE 660

88c 50m 0y 0k #3f74b8

PANTONE 368

50c 0m 100y 0k #9ec54c

Gol d

Gold Sponsor

Fundraising logo 19 June 2012 | Version 1 | page 1 of 1

Sup

About our fundraising logo rting This logo Save the Children Australia. po is for use by any person or group fundraising forSupporting This logo is not to be used or associated with any promotional material that is deemed inappropriate (refer to fundraising and events terms and conditions).

Some standards for using our fundraising logo

rting po

Always use the whole logo from the logo files provided – never recreate, rearrange or recolour it yourself.

•

AlwaysRaising leave the logo somefor space to breathe. funds

•

Use white or neutral backgrounds.

•

Do not rotate the logo.

•

Do not add embellishments like drop-shadows, embossing etc. to the logo.

•

Don’t attach any other message to the logo (eg. campaign names, slogans or illustrations).

•

Don’t use the logo as part of a sentence.

•

or onsfunds Don’t distort the of the logo in any way. Gold Sponsor Raising for Sp proportions

•

Do not sit the logo on solid colours, nor on photographic or textured backgrounds.

Sup

Our colours

Gol d

Sup

Rais i

funds for g n

•

Minimum size

Black Pantone Process Black onsorGold Sponsor 0c 0m 0y 100k Sp 0r 0g 0b #000000

Always ensure the logo is legible. We recommend a you make the logo no narrower than 40mm wide, as shown below.

rting Supporting po ds for RaisinSu gp

Raising funds for

rting po

Support

s for g fund Raisin

Rais i

Sup

rting po

Rais i

funds for ng

Supporting

rting Raising funds po for Raising funds for

Sup

Raising fun

Raising funds for

Sup

Abore et quatus are, sum fugiatur, ea velendit dendit quid inqui rem et uta solorup. g

unds for

Raising funds forg f

Rais i

Gold Sponsor

dstfionr g Raising funds funfor r Raising funds for ng o

Sup p

Gol d

onsor Sp

Rais a clear space as shown below. Measure a square from Leave the base of the circle to where the arms intersect the circle. Supporting

rt po

Raising funds for

Visual Identity System – Design and style guidelines

Sup

Rais i Sup

Raising fun funds for

Rais i

Sup

40mm rminimum width ting

Gold Sponsor

Clear space

Cycle Challenge

Sup

Suppo

ds for ing fun

fu ng

rting po

Raising funds for

Sup

:-(

Sup p Gol d

Sup

Gol d

onsor Gold Sponsor Sp ing tSupporting r o

rting pnods for

rtfiunndgs for pong

Gold Spon

fu ng

Sup

rting

onsor Sp rting po

What not to do

onso Sp nds for

ponso

Gold S

Gold

Gol d

Red Pantone 485 0c 100m 95y 0k onsor Sp 255r 0g 0b #ff0000

Supporting

Rais i

BLACK

Gol d

PANTONE 485

rting po

Raising fun 22

Using illustrations 19 June 2012 | Version 1 | Page 1 of 4

Using illustration adds variety and a unique dimension to the Save the Children Australia visual identity. When selecting which illustrations to use try to think of what is appropriate for the target audience. Easy does it, most of the time we should be using photos of children.

By adapting royalty free illustrations to our colours we can create an original visual language for our communications. The key to illustration is strong idea-based imagery, working with words to convey the message. Remember to recolour so that the illustrations become ours.

At the end of the day, use illustrations if they’re relevant to the subject. It really is about the target audience. The first two examples could have been used to promote ‘Swish’ (Stylish Women in Stylish Heals). A Gold Coast fundraising event for business women who are interested in fashion and shoes!

it’s okay to use s. bl ack for keylinea Just don’t make big feature of it.

ons if Don’t use illustrreati will n ild ch of photos do the job.

Visual Identity System – Design and style guidelines 210x99_DL_response_form_template_v2.indd

Using illustrations continued 19 June 2012 | Version 1 | Page 2 of 4

secondary logo used, s preferred logo feature e. prominently elsewher

Bel Ami

Join us for an exclusive screening of Bel Ami. You’ll receive a glass of bubbles, a goodie bag, and the warm glow of satisfaction. Money raised will help Save the Children Australia save and protect children’s lives as they strive to give every child a safe and happy childhood.

Mandatory strip

Bel Ami is a chronicle of a young man’s rise to power in Paris via his manipulation of the city’s most influential and wealthy women. Starring Robert Patterson, Uma Thurman and Kristin Scott Thomas.

Thursday 31 May 6pm

at Cinema Paradiso, 164 James Street, Northbridge

Bookings and more information

You can book online at savethechildrenaustralia.virtualboxoffice.com.au or contact Ceandra Faria by email ceandra.faria@savethechildren.org.au or phone (08) 9267 3900.

savethechildren.org.au/shop @savechildrenaus facebook.com/savethechildrenaustralia

STC00644 film night postcard

If undelivered please return to: Save the Children Australia Locked bag 5000, Fitzroy VIC 3065

youtube.com/savethechildrenaus

savethechildren.org.au

POSTAGE PAID AUSTRALIA

STC00644_Film Night Postcards 105x148,5 option 2v2.indd 2

Join us… a fundraiser for

Save the Children 10/05/12 3:24 PM

STC00608b

Thanks for being a part of something really important.

STC00608 DLX envelope for membership welcome

from It’s the support we get allows people like you that tralia Save the Children Aus . to continue to flourish

As well as the all-important feel good factor, being a part of The Membership Movement means you’ll get all of this… • Your Membership Welcome Pack will get you up to speed with all the inside info on what we’re up to and how you can get involved.

These illustrations were created for our membership drive.

Change starts here. Title

The goal was to energise and inspire a younger demographic to become Members.

First name

Surname Date of birth d to join The Can you tell us why you decide Movement? Save the Children Membership

• Get exclusive invitations to special events for The Membership Movement. As a member you’ll participate in major decision-making and fundraising, as well as acting as brand and organisational advocates out in the community. Our organisation relies heavily on the community, which means we need strong community ambassadors. Be a part of our Membership Movement and help us create a world where every child has a safe and happy childhood.

• You get voting rights at our Annual General Meeting, so you can make a real difference to how we operate.

assist us in Do you have any skills that could ? achieving our vision and mission

• Receive your very own copy of World’s Children magazine, filled with heart-warming examples of the great work we are already doing in Australia and around the world. • Save money with exclusive discounts. • Plus more, like; an enewsletter, our Annual Report, access to our Loyalty Program. • You’ll also get your very own Membership Card, lapel pin and other value added benefits.

the

Membership Movement. Thank you for your interest in becoming a part of our Membership Movement. To complete your registration fill in this form or register online savethechildren.org.au/membership. Return the completed form, with payment to: Locked Bag 5000, Fitzroy, Victoria 3065 or fax: +61 3 9938 2099.

STC00608a DL rollfold membership leaflet v7.indd 1

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STC00608 DL roll fold membership leaflet Visual Identity System – Design and style guidelines

Using illustrations continued 19 June 2012 | Version 1 | Page 3 of 4 Think target audience! This graphic was created to engage the young people who benefit from our Mobile Youth Van’s multimedia educational facilities.

is This youth graphic . van k ac bl a on printed of t par t bl ack is no the illustration.

STC00629b M.Y. Van Mobile Youth van graphics

savethechildren.org.au

Mobile Playscheme

savethechildren.org.au

us on…

Mobile Playscheme

STC00638 Playscheme van graphics

yay kids dr awings! s on… llow u

Think target audience! This graphic was created to appeal to beneficiaries of our Playscheme, young children and their parents. This visual immediately conveys messages aboutMobile Playscheme the age-range savethechildren.org.au and activities.

Mobile Playsch Follow

on… ow us

Foll

Mobile Playscheme

us on…

Mobile Playscheme

savethechildren.org.au Visual Identity System – Design and style guidelines

Using illustrations continued 19 June 2012 | Version 1 | Page 4 of 4

Maps Here are two examples of current maps. Think about titles, logos and keys. The choices you make will depend on the context, just keep our four colours at the forefront, and all will be well.

Early Childhood Care and Development Darwin Wadeye

East Kimberley (Wyndham, Kununurra, Warmun, Halls Creek)

Dampier Peninsula

Mornington Island

Simple. Just stick to our four colours.

Normanton Doomadgee

NORTHERN TERRITORY

Townsville (Ayr, Charters Towers, Pentland, Cardwell)

The secondary palette is available if necessary.

QUEENSLAND

WESTERN AUSTRALIA

In the map below grey was selected as the colour to represent the places we do not work, as we didn’t want to draw too much attention to those countries.

Mitchell

SOUTH AUSTRALIA

Brisbane Gold Coast Murwillumbah

Ceduna, Yalata, Koonibba Wilcannia

Perth

NEW SOUTH WALES

Adelaide

Sydney

Riverina Shepparton

ACT

Make sure the place names are legible relative to the size you are reproducing the map. Below: NOT to scale.

Melbourne Nowa Nowa

VICTORIA TASMANIA Hobart

ARCTIC OCEAN FRANZ JOSEF LAND (RUSSIA)

SVALBARD (NORWAY)

Laptev Sea

GREENLAND

Kara Sea

East Siberian Sea

Barents Sea

Baffin

Beaufort Chukchi

Bay

Sea

Norwegian Sea

rait is St Dav

Sea

ALASKA

ICELAND

Reykjavík

FINLAND

SWEDEN

RUSSIAN FEDERATION NORWAY Stockholm

DENMARK

REP. OF IRELAND

Dublin

LITHUANIA Minsk

Berlin

Amsterdam

Labrador Sea

Bay

Gulf of Alaska

Sea of Okhotsk

Moscow

Vilnius

NETHERLANDS London

Hudson

Sea

LATVIA

Riga

S tic Bal

København

UNITED KINGDOM

Tallinn

ESTONIA

North Sea

NORTH

Bering

Helsinki

Oslo

CANADA

BELARUS

Warsaw

GERMANY POLAND BELGIUM Kiev Prague LUX. CZECH REPUBLIC UKRAINE SLOVAKIA Vienna Bratislava MOLDOVA AUSTRIA Budapest Bern Chisinau HUNGARY Ljubljana SWITZ. Zagreb ROMANIA SLOVENIA

Brussels

Astana

Luxembourg

FRANCE

BOSNIA

Sarajevo

MONTENEGRO

OCEAN

BULGARIA

Madrid

Lisbon Algiers

TURKEY

Nicosia

CYPRUS Beirut LEBANON ISRAEL

Tripoli

MOROCCO

Tel Aviv

Ashgabat

Tehran

SYRIA

I UD SA

Al Kuwayt

INDIA

OMAN

MYANMAR (BURMA)

CAMEROON

Accra

GULF OF GUINEA

Malabo São Tomé

Colombo

Bangui

GABON

Brazzaville Kinshasa

THAILAND Bangkok

Thailand

Sea

SRI LANKA MALAYSIA

M SO

DEMOCRATIC REPUBLIC OF THE CONGO (ZAIRE)

DA AN

Kampala

Kuala Lumpur

Mogadishu

KENYA

Kigali

TANZANIA

SULU SEA

Mbabane

DOMINICA BARBADOS TRINIDAD & TOBAGO

Port of Spain

VENEZUELA

Georgetown Paramaribo Cayenne

GUYANA

SURINAME FR. GUIANA

COLOMBIA Quito

JAVA

IRIAN JAYA (WEST PAPUA)

BANDA SEA

INDONESIA Dili

PAPUA NEW GUINEA

TIMOR-LESTE

ARAFURA SEA

Torres Strait

BISMARK SEA

Port Louis

BRAZIL PERU

Honiara Lima

CORAL

AR Antananarivo

SOUTH

SOLOMON SEA

Port Moresby

Gulf of Carpentaria

MADA GA SC

MO ZA M

PANAMA Bogata

TIMOR SEA

VANUATU

Port Vila

SEA

PACIFIC

FIJI Suva

Brasilia

La Paz

BOLIVIA

MAURITIUS NEW CALEDONIA (FR.)

RÉUNION (FRANCE)

Gaborone Pretoria

ANTIGUA &BARBUDA ST. LUCIA ST. VINCENT GRENADA

Caracas

Maputo

OCEAN

R PA

BOTSWANA

Panamá City

CELEBES SEA

I Harare

ZIMBABWE

E QU BI

CARIBBEAN SEA

NICARAGUA San José

MAYOTTE (FRANCE)

Santo Domingo

Kingston

Tegucigalpa Managua

COSTA RICA

JAVA SEA Jakarta

COMOROS

Windhoek

ATLANTIC

BRUNEI

Moroni

MALA

Lusaka

NAMIBIA

San Salvador

EL SALVADOR

RICO

ECUADOR

INDIAN

Dodoma

Lilongwe

BELIZE

GUATEMALA

BORNEO

BURUNDI

ZAMBIA

JAMAICA

Belmopan

Guatemala City HONDURAS

PHILIPPINES

Bandar Seri Begawan

SINGAPORE

Bujumbura

ANGOLA

DOMINICAN HAITI REPUBLIC PUERTO

Port-Au-Prince

Singapore

Nairobi

RWANDA

Manila

OCEAN

THE BAHAMAS

Havana

Mexico City

China

Phnom Penh

Gulf of

SEA

Luanda

SOUTH

South

CAMBODIA

ANDAMAN

Nassau

MEXICO

CUBA HAWAIIAN ISLANDS

PHILIPPINE SEA

A TR MA SU

Libreville

GULF OF MEXICO

Hanoi

ETHIOPIA

CENTRAL AFRICAN REP.

Yaoundé

EQ. GUINEA

VIETNAM LAOS Vientiane

BAY OF BENGAL

YEMEN

Djibouti

PortoNovo

Sargasso Sea

OCEAN

TAIWAN (Formosa)

Dhaka

Naypyidaw

AL IA

Lomé

ATLANTIC

Taipei

BANGLADESH

Muscat

Addis Ababa

Abuja

LIBERIA

Yamoussoukro

East China Sea

Thimphu

DJIBOUTI

NIGERIA

CO NG O

Monrovia

Sana'a

Asmara

SUDAN N’djamena

TOGO BENIN

SIERRA LEONE

GHANA

PACIFIC

JAPAN Tokyo

BHUTAN

ARABIAN

ERITREA

Khartoum

CHAD

Niamey

BURKINA Ouagadougou

COTE D’IVOIRE

Kathmandu

Abu Dhabi

U.A.E

MALI

Dakar SENEGAL THE Banjul Bamako GAMBIA GUINEA Bissau GUINEA BISSAU Conakry Freetown

Doha

EA DS RE

Praia

NEPAL

New Delhi

SEA NIGER

REPUBLIC OF CAPE VERDE

Riyadh

Washington

CHINA

Islamabad

PAKISTAN

BAHRAIN Manama QATAR

AB AR

Nouakchott

MAURITANIA

Seoul

IRAN

KUWAIT

LIBYA EGYPT

NORTH

UNITED STATES OF AMERICA

Sea of Japan (East Sea)

S. KOREA

Yellow Sea

AFGHANISTAN

IRAQ

P’yongyang

Kabul

Baghdad

Damascus Amman

N. KOREA

Beijing

Dushanbe

JORDAN

Cairo

ALGERIA

WESTERN SAHARA

Ottawa

Bishkek

UZ BE Tashkent KYRGYZSTAN KI STA N TURKMENISTAN TAJIKISTAN

Baku

Yerevan

Athens

TUNISIA

Rabat

CANARY ISLES (SPAIN)

NORTH

Aral Sea

ARMENIA AZERBAIJAN

Ankara

GREECE

Medite rra ne an Tunis Sea

GEORGIA Tbilisi

ALBANIA

Ulaanbaatar

MONGOLIA

Black Sea

Sofiya Skopje Tiranë MACEDONIA

Podgorica

Rome

KAZAKHSTAN

Bucharest

Sea

Andorra

ANDORRA SPAIN PORTUGAL

Belgrade

SERBIA

ian sp Ca

CROATIA

ITALY

OCEAN

AUSTRALIA

SWAZILAND

AG UA Y Asunción

CHI LE

Paris

ATLANTIC

Maseru REPUBLIC OF LESOTHO SOUTH AFRICA

Great Australian Bight

Buenos Aires Canberra

South Australian Basin

OCEAN

URUGUAY

Santiago

Montevideo

ARGENTINA

TASMAN Bass Strait

SEA

NEW ZEALAND Wellington

Countries where Save the Children Australia works Countries where Save the Children International works

SOUTHERN

Countries where Save the Children did not have a presence in 2011–12

Scotia Sea

OCEAN

The delineation of national boundaries on this map should not be considered definitive. Weddell

Ross Sea

Sea

Visual Identity System – Design and style guidelines

Amundsen Sea

Bellingshausen Sea

Putting it all together 19 June 2012 | Version 1 | Page 1 of 6

The four colour wet paint strip is one of the key elements used to identify the brand. Used in conjunction with our logotype and typography it keeps the Save the Children Australia brand clear in customers’ eyes, and differentiates it from our competitors. The four colour wet paint strip exists in several varieties. It’s mandatory for any design as it helps emphasise the core values of the brand. The following pages show you some examples of how it can be used. Use it as a headline underline, or bleeding off the page, with wet edges or straight edges.

especially colour and photography, it is important to distinguish between the different audiences we communicate with. Always keep in mind which market segment a design is meant to communicate with, and apply the most effective application possible. Business oriented communications will differ from materials for our beneficiaries and donor focused applications. Think about the audience and choose the best approach. Slightly different design styles are recommended for each audience, but overall we must look consistent and united as one brand.

Our visual identity system is flexible so when applying the Save the Children Australia brand’s graphic elements, Preferred logo

AUTUMN '12

World’s Children

cl aire hand 3° andtwo egyptienne using of our four colours

Mandatory strip Save the Children Australia's Supporter Magazine

Otiam quem fit • Quis mo pat publin • Horei fuer aucit • Quis mo pat publin

230hx130w_worlds_children_working_4.indd 1

Visual Identity System – Design and style guidelines

9/01/12 9:58 AM

Putting it all together continued

we’re

social

19 June 2012 | Version 1 | Page 2 of 6

13 Feb 2012

Visit our shop Volunteer with us Volunteering makes you feel good!

Career opportunities

Et que omnistenis mincimi nimilique deria corit et ent. Anihilignime rerum aperrum, explit quodisque latus earchic ienimin pa verferferum quatur? Unt unt ulparum voluptatem sam ende invelitatur? Ullupta sperum que pa voluptati quatio illutaquosdi

Donate today

Interested? Call us on 8338 1777

Hello there Sarah, STC00572a

Our shops are staffed by volunteers and top quality donations (except electrical and furniture) are always well received during business hours. All proceeds go towards helping kids have a happy and safe childhood.

Hariberspita dolorest, utaquas am, omnis dolorepero eate sinctis pedioria volest quae. Et accuptas sa diaspit pratatia dolenimolor auda accabore explam, oditia nullum. Eicia quid mo esendicias nullia cusaper natature minimo dit undi ad ut mos sus quam quodi quate volore quoditem volesciis ent everum quo blacerf ersperae sit mossita.

Sum rem siminvenis abore volorunti auta de la sum volorio deruptatumet aut pres ilit que.Apienden ditempores et quiamen tenducias dolupta dusame di des eum, verspit exerspid debit, quia verum rerupti Read their story…

STC00562a

Solorepra et qui vel inume nonseceatate voleseq uuntibus et hilit eiunt latem hita quas ut arum ipsant ut odistiumque sam facepudit, conet dolor apicia sum et doluptat alit offic torerum eaquo coremquia doluptat evenis re venis am abo.

Cerit esciuntota inus, sundus reicaborro miliquatessi im idit. More…

Topic heading goes here in red.

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STC00573a

Interested? Call us on 8338 1777

Apienden ditempores et quiamen tenducias Sum rem siminvenis abore volorunti auta siti de prempor ecabo. Read their story… Subheading for article can go here. Apienden ditem ditempores et quiamen tpores et quiamen tenducias Sum reienden diteme prempor ecabo. More…

STC00573 recruitment advert 130x90mm

rent An example of two diffe s. he ac ro app ul above, more pl ayf re serious. mo e tl lit a w, lo be

Topic heading goes here in red. Subheading for article can go here. Apienden ditempores et quiamen tenducias Sum reienden ditembo. Read their story… Subheading for article can go here. Apienden ditempores et quiamen tenducias Sum reienden diteme prempor ecabo. Read their story…

News

Sum rem siminvenis abore volorunti auta de la sum voloectecabor as ut veriae volluptat ad quat eos earchic iisciprio. More… Volorunti auta de la sum voloectecabor ad quat eos earchic iisciprio. More… Sum rem siminvenis abore volorunti auta de ad quat eos earchic iisciprio. More…

watch new stuff

Sum rem siminvenis abore volorunti auta de ad quat eos earchic iisciprio. More…

Topic heading goes here in red.

Volunteering makes you feel good!

Subheading for article can go here. Apienden ditempores et quiamen tenducias Sum reienden diteme prempor ecabo. More… Subheading for article can go here. Apienden ditempores et quiamen tenducias Sum reienden dit Sum reienden dit Cerit esciuntota inus, sundus reicaborro mili Cerit esciuntota inus, sundus Cerit esciuntota inus, sundus reicaborro mili Cerit esciuntota inus, sundus reo miliquatessi im idit debit que siti de prem. quatessi im idit rem. eme prempor ecabo. Read their story…

Interested? Call us on 8338 1777 Our shops are staffed by volunteers and top quality donations (except electrical and furniture) are always well received during business hours. All proceeds go towards helping kids have a happy and safe childhood.

STC00573b

STC00572b

Talented people wanted for really important work!

Have a question? Need to update your details? Click here…

& events

Topic heading goes here in red. Talented people wanted for really important work!

Q&A?

Interested? Call us on 8338 1777

FAST FACTS

• Apienden ditempores et quiamen tenducias Sum rem siminvenis abore • Volorunti auta onsequi officae nus. • Cerit esciuntota inus, reicaborro miliquatessi im idit debit que siti.

Appeal edut la quatem Udigniendunt, conse volupie ndellaccum con perecul luptae pra aut laut molore vellenit omnihil.

Donate today

Save the Children is a leading independent emergency relief and development organisation for children. In Australia and all over the world, we save and protect children’s lives and strive to give every child a safe and happy childhood.

Visit the shop

Volunteer

Work for us

Donate today

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STC00572 volunteering advert 130x90mm Visual Identity System – Design and style guidelines

e-news live text is calibri 28

Putting it all together continued 19 June 2012 | Version 1 | Page 3 of 6

STC00553_Victoria_Programs_Postcards_v3.indd 1

STC00553a

Our Early Learning Centres aim to promote learning while providing the opportunity for every child to be safe and happy. Play-based learning has long been recognised as an effective approach to support early childhood care and development. Through safe and supported play, children are given opportunities to learn, grow and prepare for school.

early learning centres

Our Early Learning Centres provide a flexible, regular playgroup for children and their parents or caregivers in their local community setting.

Trained Early Childhood and Family Support workers provide parents with advice, skills, links and referrals to other community services. Our Kindergartens are in Mooroopna and Nowa Nowa. Creating a world where every child has a safe and happy childhood.

To find out more visit savethechildren.org.au/Victoria or call us on (03) 8417 1400 for more information. @savechildrenaus facebook.com/savethechildrenaustralia youtube.com/savethechildrenaus

STC00553_Victoria_Programs_Postcards_v3.indd 2

7/03/12 10:29 AM

STC00553 Victoria Programs A6 Postcards

7/03/12 10:29 AM

Photos: Robert Mckechnie /Save the Children

Thank you to all our

wonderful volunteers.

You made a difference this year to children across Western Australia and around the world. We couldnâ&#x20AC;&#x2122;t do it without you. Thanks for you help in our retail operations, programs, events, fundraising and administration. To find out more about volunteering call Elizabeth on (08) 9267 3900, email elizabeth.acason@savethechildren.org.au or visit savethechildren.org.au/WA. Photos: Robert Mckechnie / Jim Holmes / Mark Rogers / Save the Children STC00634

STC00634_WA_Press_ThankYou_advert.indd STC00634 WA press thank you advert1139x106mm

Visual Identity System â&#x20AC;&#x201C; Design and style guidelines

18/04/12 2:31 PM

Putting it all together continued 19 June 2012 | Version 1 | Page 4 of 6

Yes

I will help give a child the best start to life.

210x99_DL_response_form_template_v2.indd 2

17/01/12 4:00 PM

Photo: Jane Hahn / Save the Children.

STC00576 DL response form

Thank you for your support.

STC00615b_Warm_Response_Form_v4.indd 1

13/04/12 2:19 PM

STC00618b DL response form

Film Night A community fundraiser for Save the Children

7pm Monday 12 November Cinema Paradiso 164 James Street Northbridge WA 6003

Name of the Movie Goes in this Heading Space.

PARTNER LOGO

Starring Iliquat Emperit aut Reprates Nonse nos Inctotem Volupitrepe. Synopsis aped ma veliqui blaceroriae od ut hilibus, te ne re con corrovi tatistis aut excest, ut ut lat. Iliquat emperit aut reprates nonse nos incto tem volupit repedigendis sundaec tiscil everument endus vellit, omnis sequidu ndaeribus.

To secure your seat. Tickets are only $25. Contact xxxxxxxxxx on xxxxxxxx. Donâ&#x20AC;&#x2122;t miss out, tickets can not be purchased on the night. savethechildren.org.au

A caption about the flim can go here untionsed minus ist reperum.

STC00644 DL film generic night flyer Visual Identity System â&#x20AC;&#x201C; Design and style guidelines

Putting it all together continued 19 June 2012 | Version 1 | Page 5 of 6

About this document…

This is a simplified version of the United Nations Convention on the Rights of the Child. The Convention has been signed by 192 countries.

The United Nations

Save the is a leading Save Convention the Children Childrenon is athe leading independent emergency relief and

Save the Children is a leading

Rights of the Child.

independent emergency relief and development organisation for children. In Australia and all over the world, we save and protect children’s lives and strive to give every child a safe and happy childhood.

3 4 5

Be given support and advice from your parents and family. Life.

Have a name and a nationality.

28 An education.

29 An education that develops your personality and abilities, and encourages you to respect other people, cultures and the environment. 30 Enjoy your own culture, religion and language, even if these are not the same as most people in your country.

Our vision a world in Our vision is is a world in which every child attains Not be separated from your parent/s, unless it is for your own good.

32 Be protected from work that harms your health or education. 33 Be protected from dangerous drugs and their trade. 34 Be protected from sexual abuse.

11 Not be taken out of your country illegally.

35 Not be kidnapped or sold.

12 Have your own opinion, which is listened to and taken seriously.

36 Be protected from being taken advantage of or exploited in any way.

13 Find out information and express what you think through speaking, writing and art.

37 Not to be punished in a cruel or hurtful way.

Photography Rachel Palmer/Save the Children.

15 Be with friends, join groups and meet together.

16 Have your privacy and family respected.

17 Get reliable information from newspapers, books, radio, television and the Internet, as long as it is not harmful to you.

38 Protection and care in times of war. If you are under 15 you should never be forced to join an army. 39 Special help if you have been hurt, neglected or badly treated. 40 Be helped and treated fairly if you are accused of breaking the law.

Our mission to Our mission is is to inspire breakthroughs in

18 Be brought up by your parents, if possible.

41 Be protected by national or international laws which provide better rights than the ones in this list.

19 Be protected from being hurt or badly treated in any way.

Issaq, 7 months, being fed a nutricious peanut like paste by his mother Mumino at one of Save the Children’s therapeutic programmes in Puntland. Issaq, 7 months, being a nutricious peanut like Mother and child playfed together at Save the Children paste by his mother Mumino at one of SavePlayscheme. the Australia’s Adelaide Intensive Supported Children’s therapeutic programmes in Puntland.

Photography Robert Mckechnie/Save the Children.

22 Special protection and help if you are a refugee.

23 Access to education and any support you may need if you have a disability.

24 The best health and medical care possible, and information to help you stay healthy. 25 Have your living situation checked regularly if you are away from your family. 26 Help from the government if you are poor or in need.

STC00616

STC00616 A3 vision and mission poster

Each of these statements represents one of the first 42 articles of the convention. The Convention has 54 articles in total. Articles 43–54 are about how governments and international organisations should make sure children have access to their rights.

In 1923, Save the Children’s founder, Eglantyne Jebb, penned five directives she believed were the fundamental rights of every child. These later formed the basis for the United Nations Convention on the Rights of the Child.

savethechildren.org.au savethechildren.org.au savethechildren.org.au

1800 76 00 11

Photography Photography Robert Mckechnie/Save Robert Mckechnie/Save the Children. the Children.

All children and inspire breakthroughs inadults shouldtreats know and learn the way the world about these rights. the way the world treats children, and to achieve children, and to achieve immediate and lasting immediate andDid lasting you know? change in their lives. change in their lives.

20 Special protection and help if you can’t live with your parents.

21 The best care possible if you are adopted or in foster care.

Hasiba attends first grade at a Save the Children accelerated learning centre for ‘Bangle sellers’ and Jugi people in Northern Afghanistan. Hasiba attends first grade at a Save the Children Save the Children member fishing accelerated learningAustralia centre forstaff ‘Bangle sellers’ and with young people in Ceduna, South Australia. Jugi people in Northern Afghanistan.

A child plays at one of Save the Children’s Early Childhood Development programs in South Australia. at at one ofof Save the Children Australia’s A Children child plays one Save the Children’s programs in Ceduna. Early Childhood Development programs in South Australia.

Photography Photography Rachel Palmer/Save Rachel Palmer/Save the Children. the Children.

which every child attains the right to survival, the right to survival, protection, development protection, development and participation. and participation.

Issaq, 7 months, being fed a nutricious peanut like paste by his mother Mumino at one of Save the Children’s therapeutic programmes in Puntland.

Save the Children Australia staff member with a child at Adelaide’s Intensive Supported Playscheme.

31 Rest, play and relax.

An official identity.

14 Think and believe what you want.

A child plays at one of Save the Children’s Early Childhood Development programs in South Australia.

savethechildren.org.au

Have all of these rights protected by your government.

10 Be reunited with your parent/s if they have to move to another country.

Hasiba attends first grade at a Save the Children accelerated learning centre for ‘Bangle sellers’ and Jugi people in Northern Afghanistan.

Our mission is to

inspire breakthroughs in the way the world treats children, and to achieve immediate and lasting change in their lives.

Photography Mats Lignell/Save the Children.

Our vision is a world in

Have adults always do what is best for you.

27 A basic standard of living: food, clothing and a safe place to live.

Photography Photography Mats Lignell/Save Mats Lignell/Save the Children. the Children.

Be treated fairly no matter who you are, where you are from, what language you speak, what you believe or where you live.

Photography Mark Rogers/Save the Children.

which every child attains the right to survival, protection, development and participation.

independent emergency relief and development organisation for children. development organisation for children. In Australia and all over the world, we In Australia and all over the world, we save and protect children’s lives and save and protect children’s lives and strive to give every child a safe and strive to give every child a safe and happy childhood. happy childhood.

Everyone under the age of 18 has ALL of these rights. You have the right to...

STC00616

18001800 76 00 11 76 00 11 1800 76 00 11

STC00616

STC00591

STC00591 rights of the child poster

Firstname Lastname Title Goes Here

Tel: +61 3 9938 XXXX Fax: +61 3 9938 2099 Mobile: +61 (0) 000 000 000 Level 6, 250 Victoria Parade, East Melbourne, Victoria 3002, Australia (Locked Bag 5000, Fitzroy, Victoria 3065) Email: firstname.lastname@savethechildren.org.au

savethechildren.org.au With compliments 55x90_business_card_generic.indd 1

Child Protection Health

Tel: +61 3 9938 2000

Fax: +61 3 9938 2099

Level 6, 250 Victoria Parade, East Melbourne, Victoria 3002, Australia (Locked Bag 5000 Fitzroy, Victoria 3065)

savethechildren.org.au

CompSlip_with address.indd 1

STC00567 with compliments slip

Education

STC00567a

1800 76 00 11

Save the Children is a leading 16/01/12 3:58 PM independent emergency relief and development organisation for children. In Australia and all over the world, we save and protect children’s lives and strive to give every child a safe and happy childhood.

Emergency Response

25/01/12 11:32 AM

STC00570 55x90 business card

55x90_business_card_generic.indd 2

16/01/12 3:58 PM

Level 6, 250 Victoria Parade, East Melbourne, Victoria 3002 (Locked Bag 5000, Fitzroy, Victoria 3065)

savethechildren.org.au

A4_Letterhead_for_print_address.indd 1

STC00566 A4 letterhead Visual Identity System – Design and style guidelines

STC00566a

1800 76 00 11 Tel: +61 3 9938 2000 Fax: +61 3 9938 2099

25/01/12 10:47 AM

Putting it all together continued 19 June 2012 | Version 1 | Page 6 of 6

Save the Children Australia PO Box 340 Fitzroy VIC 3065 Telephone: +61 3 9938 2000 Facsimilie: +61 3 9938 2088 Email: info@savethechildren.org.au Website: www.savethechildren.org.au ABN: 99 008 610 035

Important Neighbourhood Numbers

By supporting Imagine, you’re giving Australian children the chance to grow. On behalf of Save the Children Australia, I’d like to thank you for becoming an Imagine Australia supporter. Like anything that grows, a child needs a nurturing environment and lots of care to reach their full potential. By donating a small amount every month, you’re giving a child a chance to grow and thrive, with everything they need to be happy, healthy, educated and safe. And with Imagine Australia, you’re helping kids in your own backyard.

Imagine where your support could go. Even though Australia generally enjoys wealth and a high standard of living, an alarming 12% of children are living below the poverty line. Many do not have access to basic rights such as education, health services and protection from violence and abuse. Imagine if you could change this.

Save the Children 1800 76 00 11

Save the Children is a worldwide organisation that advocates for the rights of children. Imagine Australia is a local initiative that has looked after things in our own backyard for over 50 years; so your donation remains close to home, while it goes a long way to helping Australian children.

Your donations will plant the seeds for a brighter Australia. Your donations are going towards our vision of an Australia where every child is safe, healthy, educated and happy – where they are able to grow and thrive. We work in disadvantaged, remote, rural, and urban areas in Australia and run a variety wof programs that focus on education and child protection.

We thank you for sharing our interest in the future of Australia’s children. We look forward to working towards a brighter future for children in Australia. With your support, Imagine how they’ll grow.

Thanks for helping out your Global Neighbours.

Yours sincerely,

Suzanne Dvorak Chief Executive

STC0001 donor guide letter

SCA039 welcome pack

Regular giving donor communication

...an Australia where all children can grow to their full potential...… <Gf_CnBio_First_Name> <Gf_CnBio_Surname> <Gf_CnAdrPrf_Address> <Gf_CnAdrPrf_Suburb><Gf_CnAdrPrf_State><Gf_CnAdrPrf_Postcode>

...where all children are safe, educated, and happy, with everything they need to thrive and grow...…

Dear Sam,

Welcome to the Global Neighbourhood. Whenever there’s a new neighbour in town, they deserve a warm welcome. So, on behalf of Save the Children, I’d like to welcome you to the neighbourhood. While your neighbours may live all over the world, through your ongoing support, you can always be there to lend a hand.

Giving our kids a chance to Grow. STC00455

Your support ends up in all kinds of neighbourhoods. As a Global Neighbour, your kind donations always go to the children who need it most – in Australia and around the world. For over 90 years Save the Children has been working in disadvantaged neighbourhoods in over 100 countries. Save the Children Australia currently work in countries such as Australia, Bangladesh, Cambodia, Laos, Papua New Guinea, Solomon Islands, Timor Leste, Vanuatu, Ethiopia and Nepal. We also support development programs through our global network in Asia, Africa and Latin America.

Our Global neighbourhood is getting bigger. Now that you’re in the neighbourhood, we can make an even bigger difference to the lives of children. Please find enclosed your supporter card displaying your supporter ID. It’s your official reminder of the important part you have as a Global Neighbour. You’ll also find another set of magnets for your fridge, this time, to hold a photo you love of family, friends or even your neighbours. It’s a small reminder that your support goes a long way, and it ends up in the neighbour that needs it most.

And brighter, thanks to you. We’d like to introduce you to some of your new neighbours with the enclosed booklet. Take some time to get to know them and read about just some of what we’re achieving with your support. Thanks to you, we can continue working towards our vision of a safe and happy childhood for all children.

...in our own backyard. Child Rights All of our work is underpinned by the United Nations Convention of the Rights of the Child, a global commitment by 194 nations to protecting children and young people under the age of 18. We recognise that children have rights to be listened to and to freely express their views on all matters that affect them. We work in partnership with community groups and government agencies across Australia to ensure child rights are fulfilled.

Early Childhood Care and Development Our Mobile Playscheme program provides opportunities for children under six to learn and play. Working in more than 90 community sites across Australia, Save the Children provides children and families with a safe and non-threatening environment to strengthen connections to their communities. Save the Children works with children from different backgrounds, and builds cognitive, physical and social skills to get children ready for school.

Yours sincerely, Parenting Support

Suzanne Dvorak Chief Executive Officer Save the Children Australia Tel: 1800 76 00 11 Fax: +61 3 9938 2088 Level 6, 250 Victoria Parade, East Melbourne, Victoria 3002 Locked Bag 5000, Fitzroy, Victoria 3065 Save the Children Australia

SCA039 welcome pack letter Visual Identity System – Design and style guidelines

It’s heartbreaking that in Australia more than 600,000 children have been directly affected by some form of abuse. Save the Children helps parents and caregivers develop skills to ensure Australian children are protected, happy and healthy. Through the delivery of parenting courses, community-based workshops and more personalised support, Save the Children works to intervene early and prevent the abuse and neglect of children in isolated and marginalised communities.

School Attendance Education gives Australian kids the best start in life. By supporting Aboriginal and Torres Strait Islander children, families and their communities, Save the Children helps to address learning difficulties and removes barriers related to nutrition, housing, culture and transport. Our innovative program works with children, families, community leaders, school teachers and principals to develop a Ready for School Plan to ensure children have every opportunity to improve literacy and numeracy at school.

Youth Engagement Our programs provide vulnerable young Australians with skills and opportunities to fully participate in community life. We work with young people who are disengaged from education, family or community life, or have come into contact with the law. Through informal education programs, Save the Children equips young people from marginalised communities across Australia with the tools and resilience they need to turn things around.

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Emergency materials 19 June 2012 | Version 1 | Page 1 of 1

A slightly different treatment, more red and a screen print effect. To portray a sense of emergency and urgency.

URGENT

A deadly combination of drought and rising food prices threaten over 18 million lives in West Africa. Photo: Adam Hinton/Save the Children

Save the Children has already reached more than 300,000 people with lifesaving aid in countries including Niger.

The same mandatories apply with regards to the four colour wet paint strip.

We need your help to reach more children in desperate need. STC00657a

PLEASE DONATE TODAY westafricafoodcrisis.com.au

1800 76 00 11

Careful not to overdo the red.

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In an emergency every second counts. We need your support today to save lives tomorrow. STC00650_CEF_Postcard.indd 1

8/06/2012 3:36:09 PM

When disaster we need to to When disasterstrikes, strikes, we need be able ableto torespond respondimmediately. Having the funds in place before an emergency

When disaster strikes, needforto strikes means we don’t lose precious we time waiting financial support. We can get toimmediately. work straight away. be able to respond Since establishing the Children’s Emergency Fund in 2010, the Fund has helped children and families recover from major disasters including the Victoria and Queensland Floods, East Africa Food Crisis and Japan Tsunami.

Children receive help straight away. Save the Children is on the ground in 119 countries ready to respond.

Regular donations to the Children’s Emergency Fund

We can’t do this without your help. Working together, we will save more lives. To help save lives we rely on the generous support of people like you. Become a regular supporter of the Children’s Emergency Fund, and help deliver immediate life-saving aid to children and families affected by disaster. Visit savethechildren.org.au/cef to start donating or for more information.

DISASTER STRIKES Lifesaving supplies bought

Communities prepare for disaster

Supplies stock piled and prepositioned around the world

@savechildrenaus facebook.com/savethechildrenaustralia youtube.com/savethechildrenaus Suzunosuke, 6, walks through the rubble following the earthquake and tsunami that devastated his family’s home in Japan, 2011. Photo: Jensen Walker/Getty Images for Save the Children

8/06/2012 3:36:10 PM

STC00650 Children’s Emergency Fund postcard

Emergency homepage

URGENT In the time it takes you to read this

Izetter – a survivor. Little Izetter was one of the lucky ones who survived pneumonia. She was so sick that her wheezing, gasping breaths seemed to get faster by the minute. Thankfully, Izetter got the treatment she needed in time. She was taken straight to the nearest health clinic supported by Save the Children, where she was immediately diagnosed with pneumonia and given life-saving antibiotics.

Photo: Jane Hahn / Save the Children.

1800 76 00 11

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The difference between Izetter and the two million children whose lives are lost to pneumonia each year – Izetter had access to life saving medical support.

5 children will lose their lives to pneumonia.

Although pneumonia is deadly, it can be beaten with simple, low cost treatments like antibiotics.

Baby Izetter survived pneumonia thanks to quick treatment at a Save the Children supported clinic in Liberia.

Please detach here

Yes I will help give children the chance to survive.

Children shouldn’t die from pneumonia…

Payment details:

Please find enclosed my donation of: $

…yet each year it robs the lives of two million children under the age of five. Their lives tragically taken before they’d even had a chance to begin.

$38

As a Global Neighbours supporter, you are helping save the lives of children around the world. By making an additional donation today you can help reduce this appalling statistic even more.

$45

$150

$300

$500

Other: $

Cardholder’s Name:

Address:

Card Number:

Suburb:

State:

Postcode:

Phone:

Save the Children aims to train 400,000 health workers globally, so every vulnerable child has access to vital medical treatment. Your support can help achieve this goal. These health workers are trained by Save the Children to know when a cough has become something much worse.

MasterCard

Amex

Diners

Signature:

Mobile:

Or a cheque/money order made payable to Save the Children Australia is enclosed.

Email:

Please complete and return using the enclosed reply paid envelope.

Date of Birth:

Thank you for your support.

Your gift could save a child’s life.

3 easy ways to make your gift:

How your support makes a difference.

Please complete the response form over the page and return using the enclosed reply paid envelope.

buy a kit for a health worker $38 could in Sierra Leone. Photo: Rachel Palmer / Save the Children.

Thank you for your ongoing support.

Sanjula and her son, Deepak (18 months), is treated at a Save the Children supported health centre.

could stock a clinic with life saving $45 medicine to treat pneumonia for two days.

train a health worker to $150 could save a child’s life.

PLEASE DONATE TODAY savethechildren.org.au 1800 76 00 11

1 Simply complete this donation form and return it to

Save the Children Australia in the enclosed reply paid envelope. Or alternatively post to: Save the Children, Reply Paid 86599, Fitzroy, Victoria 3065

2 Visit savethechildren.org.au/izetter and click through to the 3 Call our toll free number, 1800 76 00 11 and make a donation over the phone.

Donations of $2 and over are tax deductible. Funds are used to improve the lives of children around the world including but not restricted to those described in this mailing. You can view our privacy policy online at savethechildren.org.au.

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With your extra special donation today, we can train more health workers to diagnose and treat children before it’s too late.

of childhood deaths from pneumonia occur in developing countries.

Visa

Expiry Date:

Pneumonia is the leading cause of child deaths, taking the life of a child every 16 seconds – but it really shouldn’t be. With a quick diagnosis, care and the right treatment from a trained health worker, more children can survive.

98%

Please debit my:

Name:

STC00618o global neighbours emergency insert Visual Identity System – Design and style guidelines

Adapting materials 19 June 2012 | Version 1 | Page 1 of 1

Interpreting the international EVERYONE campaign materials We can easily adapt the materials produced by other Save the Children Members by replacing the colours and fonts as shown in the example below.

This was a quick adaptation. There are many other ways to interpret the international Everyone campaign materials into our guidelines.

We’re training and equipping HEALTH WORKERS to diagnose and treat childhood illnesses, provide lifesaving vaccines and deliver babies safely. As well as helping to train 400,000 ourselves, we’re part of a global campaign for millions more.

The key guidelines are: • E nsure our full logo (preferably the positive version red brandmark and black text) is featured on the page.

By 2015 we’ll:

• Include the mandatory four colour wet paint strip.

• have gained political and policy commitment by governments and donors to stop children and mothers dying

• Adjust fonts to Egyptienne URW and Myriad.

• be reaching 50 million young children and mothers a year through our health and nutrition work

We’re FUNDRAISING. We’re building partnerships with international corporations, governments and donors, and thousands of people are taking part in fundraising events around the world.

• have helped train 400,000 health workers and campaigned for millions more • have generated 60 million actions globally in support of the campaign • have raised US$2 billion for our work around the world.

We’re targeting under-fives, pregnant women and mothers in EMERGENCIES, when the risk of life-threatening illnesses such as diarrhoea, pneumonia and cholera increases dramatically.

We’ll have helped achieve MDGs 4 and 5, which would save the lives of 16 million children and mothers by 2015.

into Quick adaptationity our visual ident We’re tackling MALNUTRITION.

We’re CAMPAIGNING for real change. We’re challenging governments and donors to uphold their funding promises, strengthen and improve healthcare services and make it a priority to stop children and mothers dying.

• Adapt colour palette to include our four key colours.

We’re MOBILISING a mass movement to make children and mothers dying as unacceptable as slavery.

We’re supporting breastfeeding, providing emergency nutrition and campaigning to ensure that even the poorest families can provide a balanced diet for their children.

TargetsEngAW.indd 1

20/10/11 11:38:59

Laurent Duvillier/Save the Children

We’re training and equipping health workers to diagnose and treat childhood illnesses, provide lifesaving vaccines and deliver babies safely. As well as helping to train 400,000 ourselves, we’re part of a global campaign for millions more.

By 2015 we’ll :

Taskin Rahman/Save the Children

• be reaching 50 million young children and mothers a year through our health and nutrition work We’re fundraising. We’re building partnerships with international corporations, governments and donors, and thousands of people are taking part in fundraising events around the world.

Original international materials

Rachel Palmer/Save the Children

• have gained political and policy commitment by governments and donors to stop children and mothers dying

We’re targeting under-fives, pregnant women and mothers in emergencies, when the risk of life-threatening illnesses such as diarrhoea, pneumonia and cholera increases dramatically.

Leah Tepper Byrne

CJ Clarke / Save the Children

We’ll have helped achieve MDGs 4 and 5, which would save the lives of 16 million children and mothers by 2015.

TargetsEngAW.indd 1

Visual Identity System – Design and style guidelines

Colin Crowley / Save the Children

We’re tackling malnutrition.

We’re mobilising a mass movement to make children and mothers dying as unacceptable as slavery.

We’re supporting breastfeeding, providing emergency nutrition and campaigning to ensure that even the poorest families can provide a balanced diet for their children.

PRinTeD By PReCiSion PRinTing

We’re challenging governments and donors to uphold their funding promises, strengthen and improve healthcare services and make it a priority to stop children and mothers dying.

SAve The ChiLDRen RegiSTeReD ChARiTy no. 1076822

We’re campaigning for real change.

20/10/11 11:38:59

Type and layout specifics 19 June 2012 | Version 1 | Page 1 of 5

Forms, addresses, captions and photography credits These are all simple things that we can be consistent with throughout our materials. Here are a few guidelines, requests and styles. Remember, these are guidelines, not adamant rules, so if you have to make adjustments because there isn’t enough space, do so. Start with these and develop from here, so that it is as consistent as can be.

STC00640

An ideal back page

Photo: Tom Greenwood/Save the Children Australia.

Stock code

Children in Papua New Guinea.

Photography credit Photo: Firstname Lastname /Save the Children Australia [Myriad Pro Light 6pt].

Caption Caption Myriad Pro Regular 9pt with full stop.

STC00xxx Stock code Myriad Pro Light 6pt.

Save the Children Australia ACT Council/Office

Tel: +61 2 6285 1045 2/42 Geils Court, Deakin ACT 2600, Australia Email: act.council@savethechildren.org.au ACN 008 610 035

Usually running vertically on the right hand side of the image.

savethechildren.org.au/shop @savechildrenaus

sign off

facebook.com/savethechildrenaustralia youtube.com/savethechildrenaus

savethechildren.org.au

Save the Children Australia [Egyptienne URW Narrow Bold 10/12] Branch Name Egyptienne [URW Narrow Medium 7/8.4]

savethechildren.org.au/shop [7/11, Extra Egyptienne URW Narrow Regular] @savechildrenaus facebook.com/savethechildrenaustralia youtube.com/savethechildrenaus

savethechildren.org.au [URW Narrow Bold 9/11, space before 1mm]

Visual Identity System – Design and style guidelines

See page 38 for more details on address spacing details.

Type and layout specifics continued 19 June 2012 | Version 1 | Page 2 of 5

Bar graphs, pie charts, forms and what-not

• Myriad Pro is a good choice for charts and graphs.

Pretty simple. Use our colours. We do rather like the doughnut pie chart.

Where the money goes

Where the money comes from 6 months to 31 Dec 2011 (Expressed as a % of Total Income)

2010-2011 (Expressed as a % of Total Expenditure) 80% 70% 60% 50% 40% 30% 20% 10% 0%

Grants – Other: 19%

Other Income: 7%

use our key colours Program Expenditure Annual Jun ‘10

Fundraising Accountabiltiy Costs and Administration Annual Jun ‘11

6 months to Dec ‘11

Program expenditure 6 months to 31 Dec 2011 Africa: 17%

Asia: 29%

Grants – AusAID: 23%

Australia: 24%

We’ve used myriad in these examples.

Pacific: 30%

Community Support Income: 51%

Where the money comes from 2010-2011 $35000000 $30000000 $25000000 $20000000 $15000000 $10000000 $5000000 $0

Community Grants – Grants – Other Support AusAID Other Income Income Annual Jun ‘10

Annual Jun ‘11

6 months to Dec ‘11

Response form 85% actual size

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Square tick boxes r forms Note also, keylines fo Visual Identity System – Design and style guidelines

Keylines for tick boxes and underlines 0.25pt, 80% black. 36

Type and layout specifics continued 19 June 2012 | Version 1 | Page 3 of 5

Tables There are no firm standards for tables as there are so many variables. Below the first example is a table from our Annual Report. There were so many layers of subheading required we needed to use CAPS, which we generally avoid.

3o% cream Cream 2c 5m 37y 0k 252r 238g 176b #fceeb0

Consolidated Statement of Financial Position as at 31 December 2011 As at 31 December 2011 $

As at 30 June 2011 $

Current assets Cash and cash equivalents Trade and other receivables Inventories Available for sale financial assets Total current assets

00,000,000 00,000,000 00,000,000 00,000,000 00,000,000

Non-current assets Other financial assets Property, plant and equipment Total non-current assets

00,000,000 00,000,000 00,000,000

TOTAL ASSETS

00,000,000

Assets

Basic tables Here are a couple of simple table styles using Calibri that are used in word templates. Heading one Row Header Row Header Row Header

Heading two

Heading three

Heading four

Content here

Heading one Row Header Row Header Row Header

Heading two

Heading three

Heading four

Content here

Visual Identity System – Design and style guidelines

Type and layout specifics continued 19 June 2012 | Version 1 | Page 4 of 5

Address style for letterheads, envelopes etc. Details, details, details. The spacing in the following address and phone numbers are the ideal. If you are reproducing the address and phone number, please use these white spaces if you can. Egyptienne word spacing can be a bit gappy, so these settings keep details and spacing tidy.

URL and 1800#

Egyptienne URW Narrow 8pt/9.6pt 2mm space before

Tel: +61 3 9938 2000 Fax: +61 3 9938 2099 Level 6, 250 Victoria Parade, East Melbourne, Victoria 3002 (Locked Bag 5000, Fitzroy, Victoria 3065)

Egyptienne URW Bold 10pt/12pt, Red 1mm space before

savethechildren.org.au 1800 76 00 11

URL only

1800 76 00 11 Tel: +61 3 9938 2000 Fax: +61 3 9938 2099 Level 6, 250 Victoria Parade, East Melbourne, Victoria 3002 (Locked Bag 5000, Fitzroy, Victoria 3065)

savethechildren.org.au

space details En-dash space

Sixth-space (small digits)

Quarter-space (after comma)

Sixth-space

savethechildren.org.au

1800 76 00 11

Quarter-space large 1800# En-dash space

Firstname Lastname Job Title Goes Here

Business card

savethechildren.org.au

Type is smaller. Egyptienne URW Narrow 7pt/8.4pt 2mm space before Egyptienne URW Bold 10pt/12pt Red

Visual Identity System – Design and style guidelines

Type and layout specifics continued 19 June 2012 | Version 1 | Page 5 of 5

Example of details on appeal letter • Stroke Weight 3pt. Tel: +61 3 9938 2000

Fax: +61 3 9938 2088

savethechildren.org.au

Photo: Jane Hahn / Save the Children.

Level 6, 250 Victoria Parade, East Melbourne, Victoria 3002 (Locked Bag 5000 Fitzroy, Victoria 3065)

1800 76 00 11

Two million children die every single year from pneumonia. You can give a child the chance to survive.

Firstname Lastname Anywhere Street Another Suburb Statename ABC 1234

Accae volore, quis dolene ent, quatus dio. Aborese vid magnimi, quia eiuriore volendae dus autemqu atiosti vit, te nullabo rehendiaerum rem. Dear <Salutation>, Aliquaepudam quatet dolest, ulpa de iunt am debis dolorib usandundusa nobis porporestias moluptatem. Nem faceaquam, voluptatus que lab ipsandam reribus, officitinis aut quam es raese necus que vent lique pelia dolupic tecus, quidit rendicilla sum is verum utaque sitiae venis pliciur? Ibus est, con paritatur, to excerehenit autenis simintionse conectur aut fugiam volut laut mo blatia sunt ligeni aut venduntiunt. Rum doluptat. Con nectius di ommolut ero tem remperi taturisque et vel ma perovit atatem sundit quia quis necepudigni odicaer spelitionet quid magnis event ulles nonsedis ad moluptatet lignam ilitatem laccab ipientium vel et hicipsum harite posto omnis et maio volut velit ullab ius, core eum atur? Quiasperum, tem reium volupta pla nonectiam niet volecea ritati occumquos quodisitatem am verum, quos asperrorro et plique moluptas volorer spiendelenim quo odita volorpo rpostest laboritatio. Nemolupta simi, quos et auda corem non nonsed qui aut que non consera temporr umquia alit, cor aut pelent harcient, atium duciis et rerum ut quiatia sunt et ut alitatiatet et ommolum quia imusdan deraecte ditaquia acescia spedior iaeperum quamus ipsamusamus doloribus est, commoditat.

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Id unt est que mos ma simagnatur, sam quid maionsequae latur aspid magnien daeped utent eum invelligenem eveles esti dolector sum landenem autat odici abo. Evelit adi niam utem. Occum quis ipis etur, sequi soloratin consenihit anis quodion eictect urenis re, nectatio et mint que sequid maxim eatendeliquo quid molo optae mod qui doloribus volorest velent fugitae cuptas elia pliant ut velestrum voluptat

• P hoto credit vertically aligned: Firstname Lastname /Save the Children Australia [Myriad Pro Light 6pt]. Usually running vertically on the right hand side of the image. • Address details, see page 39. • C aption, Myriad Pro Regular 9/11.5pt with full stop. If reversed (white type) increase the type weight to Semibold. • B ody copy, Egyptienne URW Regular 11/13pt 4mm space before. • H ighlight copy, Egyptienne URW Medium 12/14pt 4mm space before. • STC00xxx Stock code Myriad Pro Light 6pt. Example of details on annual report • Title: Egyptienne URW Narrow Bold 44/46pt.

Udaest, con es num reictor emporit estio tota coritat faci as moluptati consecusdant quo dolendanimus ab in nus ex et voluptat moluptas.

• Body: Egyptienne URW Light 9/11pt, 2mm space.

Bitatur, sequoss itatur, tem lanihicias dent qui optatem que nobitianto conserio essimin enemperum dolorep elibus sinim laborum etur sapidebitam qui dolorep elluptae niatia con re, odipistio. Nam iliae ex es etuscim inullab oritio ommo mincia pos perum que prataep tatium ellesci tation consequatus maxime mi, sitis idesto tes exerum qui auda samusaeptis ea qui beataquidis et aliquuntis molupta tenduciae. Aria derum faces estiumque es doluptat rem erovidis non non nonem quo ditat.

• S ubheading: Myriad Pro Regular 13/13.5pt, 3mm space before.

Example of an annual report

Example of an appeal letter

Children at our Early Childhood Care and Education program in Pakistan. Photo: Save the Children.

• C all out box (Case Study) Heading: Claire Hand 40/40pt Intro: Myriad Pro Semibold 9/11.5pt Body: Myriad Pro Regular 9/11.5pt.

A young girl enjoys painting at our Playscheme program in Victoria. Photo: Robert McKechnie/Save the Children Australia.

Education

Poverty, gender inequalities, isolation and disabilities continue to prevent children from accessing education. Whether at home or abroad, we work with children and young people, parents, schools, governments, community groups and service providers to improve learning outcomes.

With funding from AusAID, we began work in four districts of the highly volatile Khyber Pakhtunkhwa province. The program will reach out to 400 schools and 200,000 children, and progress our work with the Government to establish a national early childhood care and education system.

Pakistan

Australia

There are more than 7.1 million children aged between three and five years in Pakistan. Less than five million of these children will complete primary school and only half will grow up to be literate adults.

Our Playschemes provide early learning activities, games, education and parenting support for disadvantaged families and children under the age of six in more than 80 urban, regional and remote communities across Australia.

Launched in the second half of 2011, our Early Childhood Care and Education program has selected 160 schools for its first year. This includes around 24,000 students of whom more than 60% are girls.

• Caption: Myriad Pro Semibold. 9/11.5 pt with full stop.

Operating for more than 30 years, the program opened new sites this year in Greater Shepparton, Victoria and Kununurra, Western Australia, and extended to families

691,500 people reached through our education programs

in Villawood Immigration Detention Centre in Sydney. In 2012, a Playscheme will commence in south-east Perth. Working with Maari Ma Community Health and other groups in Wilcannia, New South Wales, our Playscheme is supporting families and preparing children for school. The staff of eight local women, the majority of whom are Aboriginal, have reported that parents are feeling more comfortable with structured play and learning, essential

for the transition into kindergarten. Also in New South Wales, our Glebe Pathways Project reaches marginalised young people through community-based learning after they have experienced difficulties at school and with the law. The program saw all eight Year 10 students graduate with their school certificates. Many have taken on further education or employment – achievements that all students, staff and supporters can be proud of.

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Visual Identity System – Design and style guidelines

Our School Attendance program has gone from strength to strength. We were recognised for our valuable contribution towards education in the Northern Territory in the NAB Schools First Impact Award for our partnership with Millner Primary School, Darwin. Save the Children Australia and four other community organisations are helping the school and community, by providing support to Aboriginal children and families to improve school participation and learning outcomes. Judges described the program as an excellent example of a partnership where everyone is working towards a common goal – to give disadvantaged children an education.

to work with schools and communities in providing children at risk of truancy with support, such as a nutritious breakfast, allowing them to participate regularly in school. In Broome, Save the Children Australia began managing Helping Young People Engage (HYPE), a community initiative that helps young people stay safe and avoid the justice system. Run in partnership with the Shire of Broome, the Broome Police, Youth Justice and the Department for Child Protection, program staff engage with at-risk young people on the streets of Broome during peak times of anti-social behaviour, and transport them to safer spaces.

Our School Attendance program has been expanded to Ceduna in South Australia

case study Kirsty and Seth’s story, Australia Two years ago, Kirsty received her child, Seth, back from foster care. She had limited parenting skills and was struggling to cope with two-year-old Seth. After being absent during his early years, Seth was difficult, displaying anger and violence towards Kirsty and others. Kirsty would yell when Seth acted up and, following her example, Seth would yell back. But, by attending our Playscheme, mother and child formed a more positive connection. Staff worked with Kirsty to establish a routine for her children that would prepare them for kinder and school. They helped her enforce “time-outs” and built her confidence as a parent. Through group activities with other children and families, Seth was introduced to sharing, taking turns and listening. Now aged four, Seth is much happier and more settled. He listens to his mother and can be reasoned with when things are calmly explained. Initially, attending kinder one day a week was difficult for Seth. But dropping back to half-days and returning to our Playscheme for a while helped him transition. Seth is now thriving at kinder.

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Tone of voice 19 June 2012 | Version 1 | Page 1 of 1

In addition to a Save the Children Australia look and feel, there is a Save the Children Australia voice. This voice should find expression in all our communications. It should serve as the verbal or written language supporting our visual identity. The Save the Children Australia voice is credible, genuine, intelligent, accurate, positive, warm and approachable. It is persuasive, but never deceptive. It speaks clearly, using active verbs and familiar nouns. It doesn’t burden our audiences with awkward sentence structure, acronyms, ’development-speak’ or technical terms with which they may not be familiar. At the same time, it does not speak to them in a patronising tone. Instead, it treats our audiences as reasonable and intelligent people.

What is our voice? We are engaging thought leaders, who are: • informative, engaging and inspiring • optimistic, brave and compassionate • credible and intelligent • accurate, positive, warm and approachable • succinct and focused.

We need to have the voice of the child at the centre of everything we do Yes, but what does that mean? A good question. And the answer is not so easy. But in a nutshell, you need to make sure you do some good solid thinking before you start your project. Consider how we can integrate the thoughts and feelings of children. Are there quotes you can pepper throughout? Can you integrate quotes into the photography captions? Are there reports or case studies that offer an opportunity for a call-out box giving a child’s perspective? Sometimes it just won’t make sense, and that’s okay, but we need to try.

A consistent statement about us Save the Children is Australia’s leading independent emergency relief and development organisation for children. We save and protect children’s lives. We strive to give every child a safe and happy childhood. Globally, Save the Children works in 119 countries. In Australia, we work in every state and territory with programs in more than 90 locations.

Coming soon: • Key messages • T one of voice – extended mix (including heritage, vision, mission, values, storytelling, tone of voice).

Visual Identity System – Design and style guidelines

Copy style in brief 19 June 2012 | Version 1 | Page 1 of 3 Copy writing 101

Children want you to:

Copy should be written using:

• l et them speak for themselves. They have an opinion to express.

• active and not passive sentences • p lain English, language should be clean, clear and concise • emphasis on benefits rather than features. Avoid:

• v alue their experience. They may be young, but they’ve already learned a lot about life. • treat them as equals. • take their opinions seriously.

• long sentences

If each bullet point consists of a complete sentence, give each an initial capital and a full stop. Common explanations given to children include:

• overuse of technical details

• She’s in hospital or on holiday.

• development-speak and acronyms, use plain English.

• He’s away working on an oil rig.

Structure

• He’s at college.

Headline – this should be intriguing but informative

Capitalisation

First line – this must clearly indicate the content of the copy

When prepositions appear in a title or headline, do not capitalise the first letter of those with three or fewer letters (eg. of, to, for, and, etc). Prepositions with four letters or more, begin with upper case (‘initial cap’) (eg. Through, Over, etc.).

• unnecessary adjectives and superlatives

Copy – this should contain an evocative description, a story, an engaging description what we are doing. The various sections and features must link together with short introductory texts, to ensure the communication flows smoothly and is perceived as a coherent whole. Further examples will be provided in the forthcoming Editorial Style Guidelines. Save the Children Australia Spell out all references to Save the Children, or Save the Children Australia. Do not use abbreviations such as Save, STC or SCA. In internal documents only, you may use SCA. Keep all three words – Save the Children – on the same line of type. Do not allow our name to be split up over two lines. Save the Children is a singular ie. Save the Children is… Not Save the Children are… Bullet points lists are easier to understand if they are laid out as bullet points rather than as continuous text. In a list of short bullet points, where the sense runs on from the text before the colon, do not use an initial capital or closing punctuation – except for a full stop at the end of the list. eg. The children said that adults: • never listened • did not give them responsibility • were out of touch. In a list of bullet points that include one or more complete sentences, insert full stops at the end of each sentence.

When citing the name of a magazine, newspaper or report, do not use initial caps for words such as ‘magazine’ or ‘the’ unless they are part of the name itself (eg. Newsweek magazine, State of the World’s Mothers report, The New York Times, etc.). Capitals are used at the beginning of each word of a full proper name, (eg. UN General Assembly) but not when the organisation is thereafter referred to in general (eg. the general assembly). Capitalise the names of specific foreign government bodies (eg. the Ethiopian Ministry of Health) but not when the term is used alone (eg. the ministry). When referring to specific Save the Children program names, capitalise the first letter of each word, but not the word program itself (eg. Village Schools program). When the same words are used but not as part of the program name, do not capitalise the first letters (eg. They established several village schools). Do not capitalise directions unless they are part of the geographic name (eg. the northwest part of the country, we headed west, East Timor, South Africa, etc.). Capitalise ‘Web’ when referring to the World Wide Web. Do not capitalise ‘website.’ Use italics for titles of books, reports, magazines and newspapers (eg. Crime and Punishment, State of the World’s Mothers, Time magazine, The Washington Post, etc.). Use italics for foreign words and phrases. Do not use underlines in place of italics (this convention is a relic of the days before typewriters were replaced by computers).

Visual Identity System – Design and style guidelines

Copy style in brief continued 19 June 2012 | Version 1 | Page 2 of 3

Numbers Spell out numerals one through nine (eg. one, two, three, first, second, third). For 10 and above use numerals (eg. 10, 22, 83, 10th, 22nd, 83rd). Use numerals in front of number words (eg. 24 million, 1 billion.) Use numerals for rounded currency up to six digits long (eg. $1, $200, $3,000, $400,000, $1 million, $20 billion). Use numerals with words for currency under $1 (eg. 40 cents). Always use numerals with age, (eg. the boy was five years old) and insert hyphens when the age is used as an adjective (eg. five-year-old children). Numbers may be used alone when age is understood from the context (eg. children under five; the boy, seven, has a sister, nine). Spell out fractions, using hyphens between the words (eg. two-thirds, four-fifths). Mixed numbers follow the 1-9 rule (eg. six-and-a-half feet; 14½ years old). If large numbers need to be spelled out, use a hyphen to connect words ending in ‘y’ to another word (eg. twentyone, one hundred forty-three). Spell out a number when it begins a sentence; however, a numeral can be used at the beginning of a bulleted item. Numbers: When written as words, fractions and cardinal numbers consisting of two words are hyphenated (eg. two-thirds). Punctuation Ampersand (&): Do not use the symbol in place of the word ‘and’ unless it is part of a proper title or name (eg. the Bill & Melinda Gates Foundation). Apostrophe: Use an apostrophe after the ‘s’ of a plural noun to indicate the possessive case (eg. their mothers’ health, the villagers’ program, etc.). Apostrophes are not used to indicate the plural of an acronym or phrase (eg. NGOs, ABCs, 1990s). Comma: Use a comma for specific date format (eg. April 7, 2002) but not for general date format (eg. April 2002). Do not use a comma to separate the last two items in a series unless it is needed for clarity (eg. oranges, bananas and apples; She ordered salad, roast chicken, and strawberries and cream).

Hyphen: Use a hyphen between numbers (eg. 5-10 percent) and between compound adjectives that modify a noun (eg. full-time job, well-known person) except when the noun follows the word ‘very’ or an adverb that ends in ‘-ly’ (eg. very strong wind; slowly moving river). Full stop: Sentences should be separated by one space after the full stop, not two. Use full stops without a space between capital letters for U.S. or U.K. when used as an adjective, unless the country is part of a company name or acronym (eg. US Airways, USDA). Spell out United States, or United Kingdom when it is used as a noun. Certain abbreviations or acronyms are always used without full stops (eg. UNICEF, UNHCR). Do not use full stops at the end of bulleted items unless they are complete sentences, or it is the final bullet in a list (as described earlier). Quotation marks: Put single quotation marks around the titles of chapters in books, articles in magazines and newspapers, television and radio shows, poems and songs. Do not put quotation marks around the names of books or other italicised titles. Use typographers single quotation marks. (eg. left ‘ and right ’ rather than a straight ' marks. When in doubt, here are a few helpful principles: Compound ideas and expressions: Two or more adjectives before a noun that act as one idea (one-thought adjectives) are connected with a hyphen (eg. It is a state-of-the-art program). Use a hyphen in expressions where words have become linked by usage to express one idea (eg. mother-in-law). Do not use a hyphen after an adverb ending with -ly (eg. carefully planned project). Use hyphens where two or more hyphenated compounds have a common basic element that is omitted in one or more of the terms (eg. three- or four-member committee). Use a hyphen in adjective compounds with a numerical first element (eg. 10-hour day). Comparatives and superlatives: Do not use a hyphen in a two-word modifier if the first element is a comparative or superlative – words like better, best, upper, higher, worst, lower and lowest (eg. lower income community members, best qualified candidate).

Dash : Use an en-dash ( – ) for an abrupt change of thought in a sentence or to set off words within a sentence that already uses commas to separate phrases. Use a space to separate the en-dash from the words on either side. Ellipsis: ( … ) If you can’t use a ellipsis character, use three full stops together, with a space separating the ellipsis from the words on either side (that is if the ellipsis indicates extracted text). If the ellipsis indicates a thought trailing off there is no space…

Visual Identity System – Design and style guidelines

Copy style in brief continued 19 June 2012 | Version 1 | Page 3 of 3

Quick reference list of common words Here is a list of words and phrases that come up often when describing Save the Childrenâ&#x20AC;&#x2122;s work. For a more detailed list refer to the Editorial Style Guidelines. Aboriginal and Torres Strait Islander children, young people and families (not Indigenous).

long time (adverb)

Aboriginal or Torres Strait Islander person or peoples (not Indigenous).

low birthweight (n)

after school (adverb) after-school (adj) program a lot all right antiretroviral drugs bed nets birthweight breastfeeding checkup Chief Executive Officer (not CEO or Executive Officer) childbirth cost-effective cross-cutting cross-cultural database day care (n) day-care (adj) center decision-maker dehydrate email e-newsletter fieldwork firsthand focus, focused, focusing fundraising (n and adj) grassroots (n and adj) groundbreaking handmade hand-me-down handout health care (n) health-care (adj) providers Indigenous not indigenous (refer first point) in-house land mine lifesaving

longtime (adj) commitment low-birthweight (adj) babies low cost (n) low-cost (adj) interventions maternal health (n) maternal-health (adj) program microenterprise microloan micronutrient nongovernmental nonprofit online organisation percent policymaker postnatal prenatal printout program (not programme) psychosocial rehydrate Timor-Leste self-sufficient state of the art (n) state-of-the-art (adj) program storyteller Web website well-being well-known worldwide workshop under way under five years of age under-five (adj) mortality underserved Vietnam

long-standing long-term Visual Identity System â&#x20AC;&#x201C; Design and style guidelines

Checklist – a few tips 19 June 2012 | Version 1 | Page 1 of 1

Make sure you use phe typographer’s apostro

Checklist

:-)

:-(

Here’s a tip it’s good Here's a tip it's not :-( noooo!

Here’s a quick way to check that your document meets branding guidelines. This checklist covers the most important do’s and don’ts. If you can tick each of these items off, you can be confident that you are helping to communicate Save the Children Australia’s unique identity and build the power of our brand. Have you used one of the approved versions of the Save the Children Australia logo?

Here’s a tipa nus. Ur, que qui… Here’s a tipa nus. Ur, que qui… o

Only one space, not tw

Have you made an effort to use the preferred logo (red brandmark, black text)? Have you given the logo/signature plenty of breathing room and kept it separate from text and other elements? Have you used our fonts and colours? Have you used our mandatory four colour strip?

We are colourful. More

this...

When disaster strikes, we need to be able to respond When disaster strikes, we need to be able to respond immediately. ...Than this

Do your text and photos reflect our image attributes and brand positioning to show how Save the Children Australia programs bring lasting change to children in need in the Australia and around the world? Have you credited the photographer and/or the source of the photograph? Is the voice clear, using active verbs and familiar nouns? Have you avoided jargon, ’development-speak,’ and technical terms which may be unfamiliar to our audiences? Have you ensured the design is not crowded or busy looking by including plenty of white space?

Thank you to all our wonderful volunteers.

Are you using the right option – sentence case, Title Case, full stops, no full stops? Have you checked your headlines and subheadings for consistency? Have you checked the kerning in headlines?

Full-stops or not?

Full stop or not?

Have you correctly used our full name – Save the Children Australia – throughout the document, not STC, SCA, Save or any other abbreviation? (SCA can be used in internal documents only.)

As a general rule, if your headline or subheadings are sentences, or statements, use a full stop. Be consistent throughout your document. If you are using headlines that don’t need a full stop, you don’t have to put them in. But be consistent. Same goes for title case versus sentence case. Consistency is key. If it’s a statement, sentence case is probably the best option.

:-(

savethechildren.org.au 1800 76 00 11 ...And the spacing

Visual Identity System – Design and style guidelines

:-)

savethechildren.org.au 1800 76 00 11

Have you checked it’s Save the Children, not Save The Children. Is the text flush left and ragged right? Have you avoided hyphenation throughout the document? (For a clean, easy-to-read look, words should not be split across two lines of type.)

ing Keep an eye on the kern

Kerning

Have you made sure ’Save the Children’ isn’t split over a line?

Have made sure you’re using typographers apostrophe’s and single spaces after full-stops? Have you checked to make sure there are no single words sitting on their own line?

url and phone number always in red 44

Child plays at our Playscheme program in Ceduna, South Australia.

Photo: Robert McKechnie/Save the Children Australia. STC00587

Coming soon: Editorial copy style guidelines Key messages Tone of voice â&#x20AC;&#x201C; extended mix (including heritage, vision, mission, values, storytelling, tone of voice) Brand policy

Visual Identity System â&#x20AC;&#x201C; Design and style guidelines

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