University of South Australia BRANDING AND STYLE GUIDE NOVEMBER 2013

Transcription

1 University of South Australia BRANDING AND STYLE GUIDE NOVEMBER 2013

2 1 Contents Introduction 2 The logo 3 Logo versions 4 Co-brand logos 5 Logo usage 6 Colour formats 6 Protected area and size 7 Incorrect usage 8 File format guide 9 Brand assets 10 Applications 13 Advertising 13 Print and stationery 14 Digital 15 Events 16 Other 17 Further information 18 Appendix 19 Branding decision guide 19 Colour specifications 10 Typeface and taglines look for these coloured boxes: For links to online resources

3 2 Introduction click on the link/s below: Code of Practice Visual Communications Guide 2013 The operates in a competitive tertiary education sector where reputation, name and image are valuable assets. These directly influence the choices that people make about where to study, research, work or invest funds to support university activities. The rapid rise in accolades and achievements by the University in recent years is not always reflected in the public perception of our institution. This will take time to develop, but must be supported at every opportunity with appropriate and consistent branding in all of our communications with our many audiences. In the case of a rapidly developing reputation, such as the University s, it is especially important to avoid brand fragmentation by using multiple variations of the corporate identity. The approach to presenting the branding of the University visually is developed by the Communications and Marketing Unit (CMK) and endorsed by the Vice Chancellor and President. The overarching policy is the Code of Practice: Marketing the University that is available on the University website. Every member of staff has a responsibility to adhere to this Branding and Style Guide. This version of the Guide includes some updates to logos and corporate signatures and their usage to reflect the evolution in our brand, and to improve its flexibility for use in a variety of circumstances. Please take the time to read this and if you need any assistance contact CMK or the marketing representative in your area.

4 The logo 3 Identity COMPONENTS The Symbol: Crest 1 The Colour: Reflex Blue 4 The University s logo is an important branding element which instantly and clearly identifies a communication as belonging to the University. The logo is a Registered Trademark and it is important that it is reproduced correctly. The logo comprises of four components: The Symbol = Crest The Name = The Typeface = Frutiger Bold The Colour = Reflex Blue 2 3 The Name: The Typeface: Frutiger Bold The shield or crest was first created in It is a solid, simple and distinctive design that promotes memorability and easy recognition. The shield is shaped and based on the letterform U ; the uplifting forms express aspiration to higher achievement. The internal structure can be interpreted as three-dimensional, further increasing visual interest. The crest should only ever be reproduced as part of the logo, in combination with the name of the University, never on its own. The name of the University should always remain proportional to the crest. The University logo and Reflex Blue are the distinguishable brand elements of the University. Original artwork of the logo must be used at all times, and ensure the correct proportions of various elements. click on the link/s below: Logo artwork Visual Communications Guide 2013

5 Logo versions 4 1 Vertical logo version The logo comes in three different variations to enable flexibility: 1 The Vertical logo version The vertical version of the University of South Australia logo, which is the default version. 2 The Horizontal logo version The horizontal logo version allows for a greater flexibility where space height is at a premium, or for usage alongside other horizontal logos. 3 The Abbreviated logo version* 2 3 Horizontal logo version Abbreviated logo version (Approval required for usage) The short form version, UniSA is only used in very limited circumstances and with approval from the Director: Communications and Marketing. Existing material can continue to be used until it needs replacing. * Approval required for usage of the abbreviated logo. Please refer to the Branding decision guide in the Appendix page 18 if you are uncertain which version of the logo to use.

6 Co-brand logos University academic entities and administrative units University services for current students or the community To ensure consistent branding and the prominence of the University brand, University entities may use an approved co-brand logo on selected communications. There are three kinds of co-brand logos for the University of South Australia: 1 University academic entities and administrative units 2 University services for current students or the community 3 University strategic initiatives/ programs The visibility of University of South Australia is also reduced if the co-brand is too small when reproduced. All co-brand logos will feature the vertical format of the University logo on the left of a dividing vertical line, with the entity name on the right. A very few University entities have approved secondary logos such as the Hawke Centre and Samstag Museum, but it is expected that no further secondary logos will be approved, unless in exceptional circumstances. Development of any future 3 University strategic initiative/program Please note that the use of co-brand logos should be minimised as they can contribute to brand fragmentation. co-brands or secondary logos must only occur with the approval of the Director: Communications and Marketing as per the current Code of Practice; Marketing the University. click on the link/s below: Co-brand logo artwork Please refer to the Branding decision guide in the Appendix page 18 if you are uncertain which version of the logo to use.

7 Logo usage 6 1 Colour 2 mono 3 reverse/white Colour formats Four colour formats of the University of South Australia logo are available to suit all project specification requirements. No other colours should be used without specific approval. The following formats are included: 1 Colour In full colour materials the logo should be blue. Please refer to page 10 for the correct colour specifications for the University s blue. 2 Mono For one colour printing the logo may be reproduced in black. 3 Note: Reverse/white If the background is dark, use the white or reversed logo. Wherever possible the blue version of the logo should be used as this is most immediately identifiable as the University s corporate identity. click on the link/s below: Logo artwork Visual Communications Guide 2013

8 Logo usage 7 PROTECTED AREA X = Width of the crest Protected Area The minimum protected area must be maintained to ensure the clarity of the University of South Australia logo. The recommended protected area is half the width of the crest, distributed as clear space all around the logo s edge. This applies to all logo variations. X = Width of the crest 1/2 X = Minimum protected area Minimum Size The recommended minimum size of the University of South Australia logo must be 6mm, as measured across the width of the crest, on all logo variations. Note that with some applications such as embroidered logos on clothing or digital applications designed for small screens, the logo size may need MINIMUM SIZE 6mm = Minimum crest width to be smaller. In these situations, ask for advice from CMK and remember that the name of the University should be legible and the edges of the crest should be sharp and not fuzzy.

9 Logo usage Incorrect Usage To maintain the integrity of the University of South Australia logo, care must be taken to avoid incorrect usage. The logo should not: 1 Be recoloured 2 Be cropped the crest should never stand alone, except where it appears on the official university seal Be resized out of proportion the symbol and name elements must always remain together 4 Be an old version of the University logo that should no longer be in use 5 Be placed over photographic backgrounds OPEN DAY when the appearance of the logo is hard to distinguish from the background Be invaded with other design elements that are positioned inside the logos protected area Be placed on a low contrast background colour compared to the approved logo colours Be dominated by other more prominent logos, or call to action information (e.g. QR code) Be treated as an animated device

10 Logo usage 9 TYPE OF PROJECT PROFESSIONAL USE:.eps files*.png files MS Office applications and digital USE: Powerpoint Presentation Word Processing Excel Signature Website Television Video Signage Advert Poster Banners Brochures Screen Printing Etching/Engraving Newsletters Digital Printing Offset Printing 1 2 File format guide Use the chart to find the correct file format for your project. 1 Professional use: eps files* For use in high quality print or professional desktop publishing software a vector file format. These are available in blue and reverse/white versions. * eps files can only be viewed using professional graphics software applications. click on the link/s below: Logo artwork 2 MS Office applications and digital use: png files For on-screen or print use with standard desktop applications (e.g. Word, Powerpoint and Excel). The PNG 24 file format is more versatile than jpeg format and ensures that the logos can be used on any background. These are available in blue, black and reverse/white versions.

11 Brand assets 10 CORPORATE COLOUR BREAKDOWNS PMS (SPOT) COLOUR PMS Reflex Blue RGB 0R, 0G, 153B CMYK 100C, 72M, 0Y, 6K HEX Colour specifications The corporate colour is Reflex Blue. In addition to using with the logo, Reflex Blue must always be the dominant colour on brochure covers, posters, banners, colour advertisements and any other promotional activity. This page shows a list of the colour breakdowns. PMS: A standardised ink colour system widely used in the graphic arts industry. The colour number is shown beneath the colour swatch in the Pantone ink book. The blue eps logos are matched to PMS Reflex Blue. CMYK: Represents the percentage of Cyan, Magenta, Yellow and Black that make up colour. This breakdown is used for full colour offset printing. RGB: Red, Green and Blue. These are the primary colours of light, which computers use to display images. HEX: Hexadecimal notation (HEX) is the combination of Red, Green, and Blue colour values. This colour option is used for web design HTML colour code. The blue png logos are matched to the HEX colour specifications. Care must be taken to use the correct colour space specifications for the application. When colours are translated from one space to another, or are reproduced by different applications, the final result can vary. Where possible, ask for a proof or sample to ensure a good match with existing materials.

12 Brand assets 11 COrPOrATE TYPEFACE = ALTIS Altis Light Altis Book Altis Regular Altis Medium Altis Bold Altis Extra Bold Altis Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Typeface Typeface is a visual element that forms an important part of an organisation s corporate brand. Corporate Typeface Altis typeface is for use in corporate advertisements, publications and all promotional materials prepared through CMK. Altis Typeface UniSA Altis is a stylish and easy to read typeface available in a range of weights, allowing for bold, confident headlines and clearly legible text. Many characters offer unique shape results in great clarity even at smaller point sizes. *The alternate typeface for internal communications is Calibri (see next page).

13 Brand assets 12 Alternate Typefaces Web and E-zines university correspondence Corporate Templates and Other Applications Arial Regular or Italic Arial Bold or Italic Calibri Regular or Italic Calibri Bold or Italic Alternate Typefaces for different applications If Altis fonts are not available within computer applications then the Arial font family is acceptable. In relation to the web, the Arial font family is the default font, as Altis is not an available font. The corporate web templates are designed using the Arial font family. For official university correspondence (SMG papers, reports etc.), the Calibri font family is the default font. Taglines/SLOGANS Taglines or slogans are not permitted unless approved by the Director: Communications and Marketing.

14 Applications 13 ADvertising The process for booking media and developing new University advertising is centralised through CMK. There is an advertising style guide that must be followed. If you are planning any advertising on behalf of your area of the University, please contact the nominated marketing person within your Division for advertising, or the Campaign Services team in CMK. click on the link/s below: Campaign Services team Advertising processes Visual Communications Guide 2013

15 Applications 14 Print If you need any advice regarding new brochures or flyers, please contact the nominated marketing person within your Division for publications, or the Publications team in CMK. Stationery Printed stationery can be ordered online from Document Services. There are standard items available at no charge, or if you need overprinting with your area s contact details there is a charge. Please note that co-brand logos are not permitted on stationery. Electronic templates in Microsoft Word for Memos, Faxes and Letterheads are available online, together with a range of Powerpoint templates. click on the link/s below: Publications team Order printed stationery Electronic templates Visual Communications Guide 2013

16 Applications 15 Digital The relatively new area of digital marketing includes items such as newsletters (ezines), the corporate website, social media, and video content. You should contact the nominated marketing person for digital in your Division, or the Digital Marketing team in CMK, if you need any assistance. click on the link/s below: Digital Marketing team Visual Communications Guide 2013

17 Applications 16 Events There are a wide range of branding opportunities at events such as invites, promotional gifts, banners and presentations. If you are planning a University event for your area the following online resources could help. How to organise an event Promotional merchandise Materials for loan e.g. lectern, banners There are templates for printed items such as invitations, menus, banners, and name tags. You may contact your Division events marketing specialist, or the CMK Domestic Student Recruitment team if you have any questions regarding branding your event. click on the link/s below: How to organise an event Promotional merchandise Materials for loan Domestic Student Recruitment team

18 Applications 17 Other The permanent campus signage is coordinated by the Facilities Management Unit within the guidelines of the Campus Signage Manual. Please refer any queries about campus signage directly to FMU. Any other unusual branding decisions should always be referred to the Director: Communications and Marketing Unit for advice and approval. Images left: These are artists impressions of the new campus signage to be installed later in click on the link/s below: Campus Signage Manual

19 18 Further information This guide is the first in a series of style guides for University staff. These will only be available on the staff portal CMK website which is currently being updated. A separate guide will be developed for external suppliers. The rollout of the new logos will be progressive as new materials are created and existing materials are updated. The CMK is pleased to offer advice and assistance with design and application of corporate design principles for communication materials. Division marketing teams are also able to provide advice. Please contact: Communications and Marketing Unit Alan Brideson Director, Communications and Marketing Unit telephone: Alan.Brideson@unisa.edu.au Ryan Bailey Deputy Director, Marketing telephone: Ryan.Bailey@unisa.edu.au Carly Hocking Deputy Director, Campaigns telephone: Carly.Hocking@unisa.edu.au

20 Appendix: Branding decision guide 19 WHAT IS IT? NO Is it a business card, letterhead or formal university-wide publication such as an annual report, student recruitment brochure whether international or domestic? YES Vertical logo NO Is it advertising? Is it for a wide public audience such as a general student recruitment event, or on view to the public e.g. sponsoring a public event, or space, or on a vehicle? YES YES Is there sufficient space for the logo to be clearly visible in the vertical format? YES Horizontal logo NO NO YES NO NO NO Is it part of a university-wide recruitment campaign e.g. mid-year, open day, admissions period? Is it for prospective students? Is it for a professional external audience that is discipline, service or entity specific such as a banner for a sponsored industry event, or a corporate breakfast menu? Is it for an internal audience such as students or staff? E.g. a postcard promoting PhDs to Honours students within a School or a poster promoting library hours. YES YES YES YES Is there sufficient space for the logo to be clearly visible in the horizontal format? NO Abbreviated logo (Approval required CMK rare usage) Approved Co-brand logo NO Refer to Communications and Marketing Unit for advice. If there is potential for the audience to become much wider than originally intended, stay safe and use the full vertical logo.

21 Information correct at time of publication (November 2013). CRICOS provider number 00121B.