Study Adelaide Brand Guidelines

25 Pages·2015·3.76 MB·English

Brand Identity
Guidelines
02 » Contents
Our role
Our role, our industry, our brand 02
Colours palette 04
Corporate typefaces 05
StudyAdelaide is charged with developing
Icons 06
and expanding South Australia’s share of
StudyAdelaide logo 07
Address Positioning 11 the national education export market.
Corporate stationery 12 We promote Adelaide as a centre of
Printing guidelines 13
education excellence and highlight the
Digital collateral 17
many advantages for international
Typography for online communications 18
students who choose to live, study
Corporate communications 19
and work in Adelaide.
Promotional communications 20
Online communications 24
Contact us 25
StudyAdelaide Brand Identity Guidelines
03 » Our role
Established in November 1998 under the Public Members who fund StudyAdelaide include the Adelaide Our brand
Corporations Act, StudyAdelaide reports to the City Council and South Australia’s public Universities:
The University of Adelaide; Flinders University; and
Minister for Employment, Higher Education,
This StudyAdelaide brand identity
the University of South Australia.
and Skills.
guide has been created as a tool
StudyAdelaide’s membership program also provides
The organisation receives part of its funding from kit for both internal and external
more than 35 participating institutions with key market
the State Government, and part from up to 40 intelligence and access to a diverse range of innovative, use to ensure that our identity is
member organisations.
dynamic marketing opportunities and engagement established and reinforced.
The State Government funds StudyAdelaide through programs for students. Recipients of this information
the Department of Further Education, include Adelaide’s foreign Universities Carnegie Mellon The purpose is to provide guidelines
from the United States and University College London which will assist all concerned in
Employment Science and Technology (DFEEST).
from the United Kingdom. ensuring every aspect of StudyAdelaide’s
brand identity is correctly and effectively
presented at all times.
It is vital that the brand identity
projected by StudyAdelaide is maintained
» Our industry across all facets of the business.
Attention to detail in the use of the
colours, type and graphic conventions
of StudyAdelaide is of the utmost
The Australian Bureau of Statistics (ABS) International students pay full fees for all courses and importance.
states that the international education are not subsidised by government. This is mandated Deviation from these basic principles
in Federal legislation under the Education Services for
industry contributed $972 million to the will dilute the effectiveness of the
Overseas Student (ESOS) Act, which is administered
South Australian economy in 2014-15. StudyAdelaide brand image, resulting
by Australian Education International (AEI). AEI is the
in the loss of recognition by clients,
Adelaide continues to attract large numbers of international arm of the Federal Department of
suppliers and competitors.
international students, with more than 30,000 Education and Training (DET).
choosing Adelaide as their study destination in 2014.
International education is responsible for 7,400 jobs
and is the state’s fifth largest expot; coming in higher
than tourism and lead exports.
StudyAdelaide Brand Identity Guidelines
04 » Colour palette
Branding consistency is achieved through
Primary Red
the prominent use of the StudyAdelaide The vibrant red
» PMS: 485 C
colour palette. makes the brand
CMYK: C0 M95 Y100 K0
RGB: R218 G41 B28 highly recognised in
PMS
HEX: #DA291C
the marketplace.
Pantone Matching System is a world standard for
colour identification and communication. PMS colours
have been specially mixed for consistency and
Pale Secondary Red
accuracy whenever used.
» PMS: 485 C (70% tint)
CMYK
CMYK: C0 M66 Y70 K0
For four-colour printing, which consists of percentage RGB: R229 G105 B96
values of Cyan, Magenta, Yellow and Black (CMYK) HEX: #E56960
provides an accurate match for PMS colours, and
should be used when PMS colours are not practical or
available.
Dark Secondary Red Black 20%
RGB » PMS: 1805 C » This grey is only used
Colours viewed on phones, computer screens and CMYK: C5 M96 Y80 K22 within the the
television are made up of Red, Green, Blue (RGB). RGB: R175 G39 B47 StudyAdelaide logo
When the branding is used in electronic media ensure HEX: #AF272F (Format 1).
that RGB colours are used.
Hexadecimal
Secondary Grey Black 80%
When specifying colours on web pages a six digit
» PMS: 403 C » This grey is only used
number is used in HTML, CSS and SVG.
CMYK: C18 M21 Y27 K47 within the the
RGB: R140 G133 B123 StudyAdelaide logo
HEX: #8C857B (Format 2).
StudyAdelaide Brand Identity Guidelines
05 » Corporate typefaces
Primary typeface TheSans Light
ABCDEFGHIjKLMnOPqRSTUVWXYz
TheSans
abcdefghijklmnopqrstuvwxyz 0123456789
Includes all weights except extra bold and black
(these are too heavy).
TheSans Plain
Secondary typeface ABCDEfGHijKLMNOPqRSTuvwxYz
Litera abcdefghijklmnopqrstuvwxyz 0123456789
Includes medium and heavy only. Always use
uppercase and as a heading/display font only TheSans Bold
for feature items in student promotional items. aBcdefghIjklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz 0123456789
Alternate typefaces
Arial
For documents that are prepared internally and
Litera Medium
powerpoint presentations only, the Arial type abcdefghijklmnopqrstuvwxyz 0123456789
face may be used as an alternative.
For body copy that will be viewed primarily on Litera Heavy
abcdefghijklmnopqrstuvwxyz 0123456789
screen – the Arial font family should be used
to ensure good legibility.
Arial Regular
abcdefghijklmnopqrstuvwxyz
Typefaces can be purchase from:
TheSans abcdefghijklmnopqrstuvwxyz 0123456789
www.fontshop.com/search/?q=TheSans&site=d
&start=0&num=25
Arial Bold
(TheSans Classic for the whole set or the individual fonts)
abcdefghijklmnopqrstuvwxyz
Litera
www.fontshop.com/search/?q=Litera&x=0&y=0 abcdefghijklmnopqrstuvwxyz 0123456789
StudyAdelaide Brand Identity Guidelines
06 » icons
As a part of the StudyAdelaide’s branding Some of the current icon range
All use of icons
use of simple but bold icons has been
must be approved
employed to create a fun and youthful look.
by StudyAdelaide.
Within Images
When icons are used over an image they should be
used sparingly. Approxiamtely 3 icons to an image
would be a rough guide but you must take into
consideration the size and visual complexity of the
image. The icons should relate to the image. For
example the ‘sun’ or ‘tree’ icons can be used with an
outdoor image. The ‘speech bubble’ icon could be used
in an image of two or more people. When icons are
used over an image they should be subtle and not
dominate. See example on pages 20 & 21.
Around Text
When icons are used around text they should relate
to the message of the text. The icons can be linked via
thin lines (both solid and dotted) to help tell a story.
See example on pages 18 & 19.
StudyAdelaide Brand Identity Guidelines
07 » StudyAdelaide logo
The ‘horizontal’ StudyAdelaide logo is used Horizontal format Preferred
The preffered logo for
whenever our target audience is students,
StudyAdelaide is the
both overseas and locally. Any form of
‘horizontal’ logo with
communication that falls into this category
red background.
will carry the StudyAdelaide logo.
The logo can appear in one of four variations, depending
on the context. These are illustrated to the right in
order of preference.
Horizontal format Mono
Horizontal Logo Format 1
The red background panel is not to be deleted or
altered in any way. Preference is given to the red panel
being anchored on two sides to the edge of the
document/design, with one side being a minimum
where two is not achievable. This is the only format of
the logo that may appear overlaid on an image.
Horizontal format 2
Horizontal Logo Format 2
This must appear on a clear white background with
consideration being given to the minimum clearance
zone. This format is never to be overlaid on an image.
The logo is never to appear in its reversed format
without the red panel behind it. The only exception is
Horizontal format 2 Mono
that it may appear on either a black (for mono) or
corporate red panel that is larger than the standard
logo background panel, without requiring the edge of
the logo background panel to be visible.
StudyAdelaide Brand Identity Guidelines
08 » StudyAdelaide logo
Clear zone Clear zone
The same set of
The ‘clear zone’ denotes the area around the logo in
guidelines applies
which no other element (graphic or type) can
to the mono logo
encroach. This space is the minimum amount
surrounding the logo. versions.
note: Clear zones apply to edges of logo that are
not anchored to edge of layout.
See example on pages 12 & 13.
Minimum Size
The minimum size of the logo is 33mm wide and is
measured from the background panel.
Minimum size
33mm 33mm
StudyAdelaide Brand Identity Guidelines
09 » StudyAdelaide logo
The ‘stacked’ StudyAdelaide logo should only Stacked format 1 Preferred
Permission must
be used when the size needs to be smaller
be obtained from
than the ‘horizontal’ logo requirements. it is
StudyAdelaide to
not the preffered format and permission must
use the ‘stacked’
be obtained from StudyAdelaide to use it.
logo format.
It is used whenever our target audience is students,
both overseas and locally. Any form of communication
that falls into this category will carry the
Stacked format 1 Mono
StudyAdelaide logo.
The logo can appear in one of four variations, depending
on the context. These are illustrated to the right in
order of preference.
Stacked Logo Format 1
The red background panel is not to be deleted or
altered in any way. Preference is given to the red panel
being anchored on two sides to the edge of the Stacked format 2
document/design, with one side being a minimum
where two is not achievable. This is the only format of
the logo that may appear overlaid on an image.
Stacked Logo Format 2
This must appear on a clear white background with
consideration being given to the minimum clearance
Stacked format 2 Mono
zone. This format is never to be overlaid on an image.
The logo is never to appear in its reversed format
without the red panel behind it. The only exception is
that it may appear on either a black (for mono) or
corporate red panel that is larger than the standard
logo background panel, without requiring the edge of
the logo background panel to be visible.
StudyAdelaide Brand Identity Guidelines
10 » StudyAdelaide logo
Clear zone Clear zone
The same set of
The ‘clear zone’ denotes the area around the logo in
guidelines applies
which no other element (graphic or type) can
to the mono logo
encroach. This space is the minimum amount
surrounding the logo. versions.
note: Clear zones apply to edges of logo that are
not anchored to edge of layout.
See example on pages 20 & 21.
Minimum Size
The minimum size of the logo is 24mm wide and is
measured from the background panel.
Minimum size
24mm 24mm
StudyAdelaide Brand Identity Guidelines