Elders Style Guide. April 2010

Transcription

1 April 2010 This guide contains all the information you need to understand how to use the Elders brand and its different applications.

2 1 Contents Contents 1. How to use this guide 2 2. The Corporate logo The Elders logo Sizing of the logo What not to do Space around the logo 7 3. Other Elders logos Other Elders logos Elders Insurance Elders Financial Planning Elders Forestry Elders Toepfer Grain Elders Home Loans Corporate Colours Colour Definitions Corporate, Rural Services & Real Estate Elders Insurance Elders Financial Planning Elders Forestry Elders Home Loans Corporate Typeface Our primary typeface Our secondary typeface Corporate Imagery Imagery Tone of Voice Tone of voice Advertising Formats Elders - white Elders - red Insurance Financial Planning Financial Services Forestry Home Loans Stationery Business Cards Letterheads With Compliments Slips Envelopes Promotional Items Branding of Promotional items 60

3 2 How to use this guide This style guide replaces any previous Elders brand style guides. The Elders brand style guide is a set of principles that help to create a consistent brand that is recognisably Elders. The Elders brand is at the heart of our business. It puts a name, face and personality to our business and the products and services we offer. The Elders corporate identity has three basic elements: the logo the typography the colour When organising design, artwork, printing, signwriting, advertising or promotional items the relevant pages are to be extracted and forwarded to suppliers along with electronic versions of any applicable files ie: logo. Electronic versions of the relevant files can be obtained from: marketinggeneralenquiries@elders.com.au The supplier must be made aware that any deviation from the brand style is unacceptable. 1. How to use this guide The combination of these form the basis of the company s identity. This guide is to be used to set design standards, provide instructions and specifications for printing and manufacturing, provide a reference for checking accuracy of the design and ensure efficiency and consistency of brand application. In order for our corporate identity to maintain a consistent appearance, it is expected that the basic principles established in this guide are observed for all applications.

4 3 The corporate logo 2. The corprate logo

5 4 The Elders logo 2.1 The Elders logo Format of the Elders logo The Elders logo is the most important element in the Elders identity. It appears in almost everything we do, and needs to be presented in a consistent way. It comprises 2 elements: the typeface {which has been specially crafted, never try to recreate it} the rectangular shape which surrounds it The primary colour used in the Elders logo is PMS 485. When a Pantone colour is the only option available, PMS485 may be used. The colours selected for the logo have been carefully chosen, they cannot be altered in any way. The mono logo is only to be used when absolutely necessary ie: Black and white advertisements, the primary colour (Elders Red) is always the preferred option. The white keyline always appears around the Elders logo, however it will not show up on a white background. When placing the logo on a colour background it must always appear as per example below. The keyline is part of the logo and will enlarge proportionately when using the eps file provided. There are various colour versions of this logo and they are as listed below: 4 colour CMYK / RGB CMYK - to be used for 4 colour process printing RGB - electronic and web use 2 colour - PMS 485 to be used for 2 colour spot printing 1 colour - PMS 485 to be used for 1 colour spot printing 1 colour - mono to be used for greyscale printing 1 colour flat - PMS 485 to be used for promotional items only 1 colour flat - mono to be used for promotional items only

6 5 Sizing of the logo Minimum size: To ensure the logo is always clearly visible and legible, there is a minimum size requirement 2.2 Sizing of the logo Online 120pixels All other uses 15mm For printed materials the size of the logo is adjusted in relation to the size of the artwork. A1 artwork - 135mm logo A2 artwork - 90mm logo A3 artwork - 60mm logo A4 artwork - 40mm logo A5, A6 and DL - 30mm logo

7 6 What not to do - Elders corporate logo The logo is to be used with the same prop0rtions as supplied. It is not to be stretched or squashed in any way. 2.3 What not to do Correct logo Incorrect logo Incorrect logo The logo is to be resized proportionately, it is not to be stretched to!fit in any way.

8 7 Space around the logo The rule in applying the minimum allowable space around the logo is determined by half of the logo height (indicated below as x ). This measurement is to be a consistent space all around the logo. 2.4 Space around the logo x Clear space = 1/2 x All available Logos are MAC and PC compatible depending on the software available on your system. These logos can be aquired by ing marketinggeneralenquiries@elders.com.au Logos for printing: - Elders Logo 4 colour stand alone.eps - Elders Logo 2 colour stand alone.eps - Elders logo spot red stand alone.eps - Elders Logo mono stand alone.eps - Elders logo spot red stand alone FLAT.eps - Elders logo mono stand alone FLAT.eps Logos for electronic: - Elders Logo RGB.jpg - Elders Logo mono.jpg

9 8 Other Elders logos 3. Other Elders logos

10 9 Other Elders logo s Other companies exist within the Elders Group. Some of these use the Parent Brand Elders as part of their company name. Elders Insurance Elders Financial Planning Elders Forestry Elders Toepfer Grain Elders Home Loans Whilst these companies have a separate logo and identity the parent brand is a key component in this logo and therefore all documents that carry this logo need to be developed according to these guidelines. 3.1 Other Elders logos

11 10 Elders Insurance logo Format of the Elders Insurance logo Two different formats exist; portrait and landscape. The logo format to be applied will be determined by the document size and space available. 3.2 Elders Insurance Elders Insurance Portrait X 1/4x (logo depth) Insurance 1/3x (logo depth) X Landscape 1/4x (logo depth) Insurance 1/3x (logo depth) Reversed out logo Insurance

12 11 Sizing of the Elders Insurance logo Minimum size: To ensure the logo is always clearly visible and legible, there is a minimum size requirement 3.2 Elders Insurance Insurance Online 120pixels Insurance All other uses 15mm For printed materials the size of the logo is adjusted in relation to the size of the artwork. Insurance Insurance A3 artwork - 60mm logo A1 artwork - 135mm logo Insurance A4 artwork - 40mm logo Insurance Insurance A5, A6 and DL - 30mm logo A2 artwork - 90mm logo

13 12 What not to do - Elders Insurance logo The Insurance logo is to be used with the same prop0rtions as supplied. It is not to be stretched or squashed in any way. 3.2 Elders Insurance Insurance Correct logos Insurance Insurance Insurance Incorrect logos Insurance Incorrect logos Insurance The logo is to be resized proportionately, it is not to be stretched to!fit in any way.

14 13 Space around the Elders Insurance logo The rule in applying the minimum allowable space around the logo is determined by half of the logo height (indicated below as x ). This measurement is to be a consistent space all around the logo. 3.2 Elders Insurance Clear space = 1/2 x from furthest edges of logo x 1/2 x Insurance 1/2 x All available Logos are MAC and PC compatible depending on the software available on your system. These logos can be aquired by ing marketinggeneralenquiries@elders.com.au Logos for printing: - Elders Insurance Logo 4col portrait.eps - Elders Insurance Logo 4col landscape.eps - Elders Insurance Logo 2col portrait.eps - Elders Insurance Logo 2col landscape.eps - Elders Insurance Logo mono portrait.eps - Elders Insurance Logo mono landscape.eps - Elders Insurance Logo spot col portrait.eps - Elders Insurance Logo spot col landscape.eps Versions of the logo with white text are available also. Logos for electronic: - Elders Insurance Logo RGB Portrait.jpg - Elders Insurance Logo RGB Landscape.jpg

15 14 Elders Financial Planning logo Format of the Elders Financial Planning logo Two different formats exist; portrait and landscape. The logo format to be applied will be determined by the document size and space available. Elders Financial Planning Portrait 3.3 Elders Financial Planning X 1/4x (logo depth) Financial Planning 1/3x (logo depth) Landscape 1/4x (logo depth) X 1/3x (logo depth) Financial Planning Reversed out logo Financial Planning

16 15 Sizing of the Elders Financial Planning logo Minimum size: To ensure the logo is always clearly visible and legible, there is a minimum size requirement Financial Planning Online 120pixels 3.3 Elders Financial Planning Financial Planning All other uses 15mm For printed materials the size of the logo is adjusted in relation to the size of the artwork. Financial Planning A1 artwork - 135mm logo Financial Planning A3 artwork - 60mm logo Financial Planning A4 artwork - 40mm logo Financial Planning A2 artwork - 90mm logo Financial Planning A5, A6 and DL - 30mm logo

17 16 What not to do - Elders Financial Planning logo The Financial Planning logo is to be used with the same prop0rtions as supplied. It is not to be stretched or squashed in any way. 3.3 Elders Financial Planning Financial Planning Correct logos Financial Planning Financial Planning Financial Planning Incorrect logos Financial Planning Incorrect logos Financial Planning The logo is to be resized proportionately, it is not to be stretched to!fit in any way.

18 17 Space around the Elders Financial Planning logo The rule in applying the minimum allowable space around the logo is determined by half of the logo height (indicated below as x ). This measurement is to be a consistent space all around the logo. Clear space = 1/2 x from furthest edges of logo 3.3 Elders Financial Planning x Financial Planning 1/2 x 1/2 x All available Logos are MAC and PC compatible depending on the software available on your system. These logos can be aquired by ing marketinggeneralenquiries@elders.com.au Logos for printing: - Elders Financial Planning Logo 4col portrait.eps - Elders Financial Planning Logo 4col landscape.eps - Elders Financial Planning Logo 2col portrait.eps - Elders Financial Planning Logo 2col landscape.eps - Elders Financial Planning Logo mono portrait.eps - Elders Financial Planning Logo mono landscape.eps - Elders Financial Planning Logo spot col portrait.eps - Elders Financial Planning Logo spot col landscape.eps Versions of the logo with white text are available also. Logos for electronic: - Elders Financial Planning Logo RGB portrai.jpg - Elders Financial Planning Logo RGB landscape.jpg

19 18 Elders Foresty logo Format of the Elders Forestry logo Two different formats exist; portrait and landscape. The logo format to be applied will be determined by the document size and space available. 3.4 Elders Forestry Elders Forestry Portrait X 1/4x (logo depth) Forestry 1/3x (logo depth) Landscape X 1/4x (logo depth) Forestry 1/3x (logo depth) Reversed out logo Forestry

20 19 Sizing of the Elders Forestry logo Minimum size: To ensure the logo is always clearly visible and legible, there is a minimum size requirement 3.4 Elders Forestry Forestry Online 120pixels Forestry All other uses 15mm For printed materials the size of the logo is adjusted in relation to the size of the artwork. Forestry A1 artwork - 135mm logo Forestry A3 artwork - 60mm logo Forestry A4 artwork - 40mm logo Forestry Forestry A5, A6 and DL - 30mm logo A2 artwork - 90mm logo

21 20 What not to do - Elders Forestry logo The logo is to be used with the same prop0rtions as supplied. It is not to be stretched or squashed in any way. 3.4 Elders Forestry Forestry Correct logos Forestry Forestry Incorrect logos Forestry Forestry Incorrect logos Forestry The logo is to be resized proportionately, it is not to be stretched to!fit in any way.

22 21 Space around the Elders Forestry logo The rule in applying the minimum allowable space around the logo is determined by half of the logo height (indicated below as x ). This measurement is to be a consistent space all around the logo. 3.4 Elders Forestry Clear space = 1/2 x from furthest edges of logo x 1/2 x Forestry 1/2 x All available Logos are MAC and PC compatible depending on the software available on your system. These logos can be aquired by ing marketinggeneralenquiries@elders.com.au Logos for printing: - Elders Forestry Logo 4col portrait.eps - Elders Forestry Logo 4col landscape.eps - Elders Forestry Logo 2col portrait.eps - Elders Forestry Logo 2col landscape.eps - Elders Forestry Logo mono portrait.eps - Elders Forestry Logo mono landscape.eps - Elders Forestry Logo spot col portrait.eps - Elders Forestry Logo spot col landscape.eps Versions of the logo with white text are available also. Logos for electronic: - Elders Forestry Logo RGB portrait.jpg - Elders Forestry Logo RGB landscape.jpg

23 22 Elders Toepfer Grain logo Format of the Elders Toepfer Grain logo There is only one format for the Toepfer Grain logo, landscape. The logo size will be determined by the document size and space available. 3.5 Elders Toepfer Grain Elders Toepfer Grain X 1/4x (logo depth) TOEPFER INTERNATIONAL Elders Toepfer Grain 1/3x (logo depth)

24 23 Sizing of the Elders Toepfer Grain logo Minimum size: To ensure the logo is always clearly visible and legible, there is a minimum size requirement TOEPFER INTERNATIONAL Elders Toepfer Grain TOEPFER INTERNATIONAL Elders Toepfer Grain 3.5 Elders Toepfer Grain Online 120pixels A3 artwork - 60mm logo All other uses 15mm TOEPFER INTERNATIONAL Elders Toepfer Grain TOEPFER INTERNATIONAL Elders Toepfer Grain A4 artwork - 40mm logo For printed materials the size of the logo is adjusted in relation to the size of the artwork. TOEPFER INTERNATIONAL Elders Toepfer Grain A5, A6 and DL - 30mm logo TOEPFER INTERNATIONAL A1 artwork - 135mm logo Elders Toepfer Grain A2 artwork - 90mm logo TOEPFER INTERNATIONAL Elders Toepfer Grain

25 24 What not to do - Elders Toepfer Grain logo The Toepfer Grain logo is to be used with the same prop0rtions as supplied. It is not to be stretched or squashed in any way. 3.5 Elders Toepfer Grain TOEPFER INTERNATIONAL Elders Toepfer Grain Correct logo TOEPFER INTERNATIONAL Elders Toepfer Grain Incorrect logo TOEPFER INTERNATIONAL Elders Toepfer Grain Incorrect logos The logo is to be resized proportionately, it is not to be stretched to!fit in any way.

26 25 Space around the Elders Toepfer Grain logo The rule in applying the minimum allowable space around the logo is determined by half of the logo height (indicated below as x ). This measurement is to be a consistent space all around the logo. 3.5 Elders Toepfer Grain Clear space = 1/2 x from furthest edges of logo x TOEPFER INTERNATIONAL Elders Toepfer Grain 1/2 x 1/2 x All available Logos are MAC and PC compatible depending on the software available on your system. These logos can be aquired by ing marketinggeneralenquiries@elders.com.au Logos for printing: - Elders Toepfer Grain Logo 4 colour.eps - Elders Toepfer Grain Logo mono.eps Versions of the logo with white text are available also. Logos for electronic: - Elders Toepfer Grain Logo RGB.jpg

27 26 Elders Home Loans logo Format of the Elders Home Loans logo Two different formats exist; portrait and landscape. The logo format to be applied will be determined by the document size and space available. 3.6 Elders Home Loans Elders Home Loans Portrait X 1/4x (logo depth) Home Loans 1/3x (logo depth) Landscape X 1/4x (logo depth) Home Loans 1/3x (logo depth) Reversed out logo Home Loans Home Loans The logo text colour will vary depending on the strength of the background blue, the colour should used is at your discretion.

28 27 Sizing of the Elders Home Loans logo Minimum size: To ensure the logo is always clearly visible and legible, there is a minimum size requirement 3.6 Elders Home Loans Home Loans Online 120pixels Home Loans All other uses 15mm For printed materials the size of the logo is adjusted in relation to the size of the artwork. Home Loans Home Loans A3 artwork - 60mm logo A1 artwork - 135mm logo Home Loans A4 artwork - 40mm logo Home Loans Home Loans A5, A6 and DL - 30mm logo A2 artwork - 90mm logo

29 28 What not to do - Elders Home Loans logo The logo is to be used with the same prop0rtions as supplied. It is not to be stretched or squashed in any way. 3.6 Elders Home Loans Home Loans Correct logos Home Loans Home Loans Incorrect logos Home Loans Home Loans Incorrect logos Home Loans The logo is to be resized proportionately, it is not to be stretched to!fit in any way.

30 29 Space around the Elders Home Loans logo The rule in applying the minimum allowable space around the logo is determined by half of the logo height (indicated below as x ). This measurement is to be a consistent space all around the logo. 3.6 Elders Home Loans Clear space = 1/2 x from furthest edges of logo x 1/2 x Home Loans 1/2 x All available Logos are MAC and PC compatible depending on the software available on your system. These logos can be aquired by ing marketinggeneralenquiries@elders.com.au Logos for printing: - Elders Home Loans Logo 4col portrait.eps - Elders Home Loans Logo 4col landscape.eps - Elders Home Loans Logo 2col portrait.eps - Elders Home Loans Logo 2col landscape.eps - Elders Home Loans Logo mono portrait.eps - Elders Home Loans Logo mono landscape.eps - Elders Home Loans Logo spot col portrait.eps - Elders Home Loans Logo spot col landscape.eps Versions of the logo with white text are available also. Logos for electronic: - Elders Home Loans Logo RGB portrait.jpg - Elders Home Loans Logo RGB landscape.jpg

31 30 Corporate colours 4. Corporate colours

32 31 Colour definitions Use of colour An identity colour has been allocated to each of the Elders businesses to create differentiation and to help customers navigate through the range of products and services we offer. These colours do not replace the Elders Red, but should be used as support colours in all documents. They cannot be used as part of branch signage or corporate uniform. Each colour has a corresponding reference for print, electronic media and online. PMS colour swatches U and C PMS U represents colour on an uncoated stock. PMS C represents colour on a coated stock. A PMS colour printed onto paper or board with a coated finish will look very different to when it is printed onto a board or paper with an uncoated finish. Note: when printing an item which includes a large area of solid colour it is advisable to have the surface sealed with a matt or gloss varnish for protection against marking and fingerprints. 4.1 Colour definitions Four colour process or CMYK reproduction Four colour process or CMYK is a breakdown of the PMS colour used. This is the format for all printing and should should always be used unless a PMS colour is required. RGB reproduction When the logo is used for electronic media such as Powerpoint presentation, television and projected display, it should be reproduced using the specified RGB colours. In such cases the supplier should be given the mix for each colour in the logo. These mixes are listed on the following page. PMS colour reproduction PMS stands for Pantone Matching System. Pantone is a worldwide control system for printing inks. The use of this system eliminates the need for individual interpretation each time a colour is reproduced. This should only be used if the CMYK breakdown is not available. HEX reproduction When the logo is specifically used for the web, it should be reproduced using the specified HEX colours. In such cases, the supplier should be given the mix for each colour in the logo. These mixes are listed on the following page.

33 32 Colour and reproduction specifications CORPORATE, RURAL SERVICES (AUSTRALIA & NEW ZEALAND) & REAL ESTATE Print 0C 100M 100Y 0K PROCESS MIX Electronic PMS 485 PANTONE PMS 485 The CMYK breakdown should always be used unless the printer requires a PMS colour to complete the job. 4.2 Colour and reproduction specifications - Elders R226 G0 B26 WEB D52 B1E RGB MIX Paint WEB SAFE MIX DULUX Dulux Wildfire Red Shade no: 03920

34 33 Colour and reproduction specifications Elders Insurance ( The Financial Services colour PMS 286 is optional - it can be used when more than one product is being promoted.) Insurance Print PMS 300 PANTONE PMS 300 Electronic RGB MIX R0 G129 B198 90C 40M 0Y 0K PROCESS MIX WEB 0081C6 WEB SAFE MIX Financial Services Print PMS 286 PANTONE PMS 286 Electronic R17 G103 B175 RGB MIX 90C 60M 0Y 2K PROCESS MIX WEB SAFE MIX WEB 1167AF 4.3 Colour and reproduction specifications - Elders Insurance

35 34 Colour and reproduction specifications ELDERS FINANCIAL PLANNING ( The Financial Services colour PMS 286 is optional - it can be used when more than one product is being promoted.) Financial Planning Print PMS 279 PANTONE PMS 279 Electronic RGB MIX R99 G153 B209 61C 30M 0Y 0K PROCESS MIX WEB 6399D1 WEB SAFE MIX Financial Services Print PMS 286 PANTONE PMS 286 Electronic R17 G103 B175 RGB MIX 90C 60M 0Y 2K PROCESS MIX WEB SAFE MIX WEB 1167AF 4.4 Colour and reproduction specifications - Elders Financial Planning

36 35 Colour and reproduction specifications FORESTRY Print PMS C 54M 43Y 18K PANTONE PMS 7545 PROCESS MIX Electronic R92 G111 B124 HEX #51626f RGB MIX WEB SAFE MIX 4.5 Colour and reproduction specifications - Elders Forestry

37 36 Colour and reproduction specifications ELDERS HOME LOANS ( The Financial Services colour PMS 286 is optional - it can be used when more than one product is being promoted.) Home Loans Print PMS 284 PANTONE PMS 279 Electronic R104 G172 B229 RGB MIX 63C 19M 1Y 0K PROCESS MIX WEB #68ace5 WEB SAFE MIX Financial Services Print PMS 286 PANTONE PMS 286 Electronic R17 G103 B175 RGB MIX 90C 60M 0Y 2K PROCESS MIX WEB SAFE MIX WEB 1167AF 4.6 Colour and reproduction specifications - Elders Home Loans

38 37 Corporate typeface Elders has both a primary typeface and a secondary typeface. These typefaces are to be used as instructed. 5. Corporate typeface

39 38 Our primary typeface The Primary typeface across all Elders brand communications is Meta. The family of Meta has been chosen and is to be used for print. For testimonials Calliope regular is to be used. 5.1 Our primary typeface The minimum point size that can be used is 6pt. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz {}$#%&!?:; {}$#%&!?:;. Meta Bold - headings ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz {}$#%&!?:; {}$#%&!?:;. Meta Roman - body copy, testimonal names and disclaimers ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz {}$#%&!?:; {}$#%&!?:;. Meta Medium - sub headings and contact information ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz {}$#%&!?:;. Calliope Regular - testimonials «( if preferred using the caps option of the font will line up the numbers) «( if preferred using the caps option of the font will line up the numbers) «( if preferred using the caps option of the font will line up the numbers)

40 39 Our secondary typeface The Secondary typeface across all Elders brand communications is Arial. This is predominantly our electronic typeface. Two weights have been chosen - Arial regular and Arial Bold (Arial regular italic and Arial bold italic may also be used in addition to add variety to documents). Arial can be used on all web and on-line media, promotional items, and on desktop communication media such as Word or other Office templates where Meta is not available. The minimum point size that can be used is 6pt. Other weights of Arial should not be used. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz {}$#%&!?:;. Arial Regular 5.2 Our secondary typeface ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz {}$#%&!?:;. Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz {}$#%&!?:;. Arial Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz {}$#%&!?:;. Arial Bold Italic

41 40 Corporate imagery Photography is a powerful creative tool that enables us to communicate the Elders brand values and personality. It also helps bring consistency to all our communications material, giving our brand a distinctive and recognisable visual style. Our images capture the essence of Elders - people, the unique Australian landscape, and the various industries that we are a part of. 6. Corporate imagery

42 Imagery Imagery Strong, professional, high resolution images should be used on all marketing material. Only in situations where single colour printing is available should black and white images be used. Photographs of people should be reflective of typical consumers and where possible should ensure diversity in professions, age and sex. Photography of clients can be used as long as a talent release form is signed (this can be acquired by ing marketinggeneralenquiries@elders.com.au) If using testimonial type advertising, the actual person quoted MUST be used and a talent release form signed. Photographs of staff can only be used if they are wearing Elders uniform. No competitor or supplier logos are to be shown on any imagery without specific permission from Elders Marketing. Elders has an extensive photo library and images can be provided free of charge by ing marketinggeneralenquiries@elders.com.au Images are available in high resolution TIFF files (CMYK), for use in artwork and low resolution JPEG files (RGB and CMYK) for use in PowerPoint or Word. Imagery can also be sourced from photo libraries such as istockphoto.com, however an individual charge does apply to these. When using photography from external sources, ensure that you have permission to reproduce these images. Copyright infringement carries a heavy fine.

43 42 Tone of voice 7. Tone of voice

44 43 Tone of voice 7.1 Tone of voice Written communications should be clear, concise, honest and easy to understand. The words used should closely follow and support our principles and values and clearly demonstrate our brand personality. They need to show we are Genuine We re down to earth and pragmatic. Underpinned by solid country values Inclusive We work as a team both internally and externally with customers and business partners Personable We re friendly, open and approachable Respected We are subject experts, committed to our customers and to developing long term relationships Driven We re passionate and persistent. We get on with it, get the job done and don t give up Innovative We re progressive in developing offerings that benefit customers and business partners Overall our communications should - Be simple and clear - Not compromise or over commit - Be meaningful - Give confidence in the products and services offered

45 44 Advertising formats The following section outlines the formats to be used for advertising. 8. Advertising formats

46 45 Advertising - format options - Elders - white Over the next few pages are examples of the different formats to be used for advertising. The ads can have a white or Elders red background, image or no image, large heading or small heading. Please use these examples as your guide. We understand that different size ads affect the layout to a degree but the basic rules must be followed to ensure the Elders brand integrity is upheld. Basic Rules Image: the image can be any size within the ad whilst abiding by the other rules Heading: The heading is Meta Bold - black, and must be the logo depth down from the picture Body Copy: The body copy is Meta Normal, minimum - 8pt - black, justified with 2 columns for text Contact details: The contact details are Meta Bold and minimum 9pt - black Elders logo: The Elders logo must be right aligned and have equal space around it (1/2 the logo depth) Disclaimer: Appears below the logo - Meta Normal - minimum 6pt - black Elders Red footer bar: this bar is a maximum 5mm deep - it will vary according to the proportions of the ad 8.1 Advertising - format options - Elders - white The image can be small, standard or large as long as all other basic rules are upheld distance from picture end to heading = logo depth distance from edge of page = logo depth This section for the heading Spacing between heading and body copy and contact details should be as even as possible Body copy in here. Body Copy is a minimum of 8pt Disclaimer is 6pt and appears below the elders logo, with half the logo depth between it and the logo. When the disclaimer does not appear the logo will move down to have equal distance between it and the red footer (1/2 the logo depth) Contact details to be placed in here Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. example 1 A4 standard - red background logo depth 5mm deep maximum

47 46 Advertising - format options - Elders - white This section for the heading Body copy in here. Body copy in here. Body copy in here. Body copy in here. This section for the heading 8.1 Advertising - format options - Elders - white Contact details to be placed in here Contact details to be placed in here example 2 A4 - small image - extensive copy example 3 A4 - large image - minimal copy

48 47 Advertising - format options - Elders - red The red background can be used as an alternative to white. When using the red background an ad can also be created without a image. Ad s with no image must have a strong bold heading and the body copy type can be no smaller than 9pt to ensure legibility. Examples of these formats are shown below and overleaf. Basic Rules Image: The image can be any size within the ad whilst abiding by the other rules Heading: Meta Bold and must be the logo depth down from the picture Body Copy: Meta Medium, minimum - 9pt, justified with 2 columns for text Contact details: Meta Bold, minimum - 9pt Elders logo: The Elders logo must be right aligned and have equidistant space around it (1/2 the logo depth) Disclaimer: Appears below the logo - Meta Normal - minimum 7pt - white 8.2 Advertising - format options - Elders - red This section for the heading This section for the heading Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Contact details to be placed in here Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. example 4 A4 - standard - red background - with disclaimer Contact details to be placed in here example 5 A4 - small image - extensive copy/red background

49 48 Advertising - format options - Elders - red This section for the heading This section for the heading Body copy in here. Body copy in here. Body copy in here. Body copy in here. 8.2 Advertising - format options - Elders - red Contact details to be placed in here Contact details to be placed in here example 6 A4 - large image - minimal copy - red background This section for the heading Body copy in here. Body copy in here. Body copy in here. Body copy in here. example 7 A4 - Copy only - Elders logo at top right This section for the heading Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body Contact details to be placed in here Contact details to be placed in here example 8 A4 - Copy only - Elders logo at bottom right example 9 A4 - Copy only - minimal text NOTE: the position of the logo can vary from top to bottom on all formats without an image.

50 49 Advertising - format options - Insurance This is an example of an Insurance standard ad layout. Whilst the layout of advertising will vary, and other formats may be used, this example illustrates the basic rules that must be followed for all formats. Basic Rules Image: the image can be any size within the ad whilst abiding by the other rules Heading: Meta Bold - white, and must be the logo depth down from the picture Body Copy: Meta Normal - minimum - 9pt - white, justified with 2 columns for text Contact details: Meta Bold - minimum 9pt - white Elders Insurance logo: the Elders Insurance logo must be right aligned and have equal space around it (1/2 the logo depth) Disclaimer: Appears below the logo - Meta Normal - minimum 7pt - white Elders Red footer bar: this bar is a maximum 5mm deep - it will vary according to the proportions of the ad 8.3 Advertising - format options - Insurance The image can be small, standard or large as long as all other basic rules are upheld distance from picture end to heading = logo depth distance from edge of page = logo depth This section for the heading Spacing between heading and body copy and contact details should be as even as possible Disclaimer is 7pt and appears below the elders logo, with half the logo depth between it and the logo. When the disclaimer does not appear the logo will move down to have equal distance between it and the red footer (1/2 the logo depth) Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Contact details to be placed in here Insurance Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. example 1 A4 - standard - PMS 300 background Body Copy is a minimum of 9pt logo depth 5mm deep maximum

51 50 Advertising - format options - Financial Planning This is an example of an Financial Planning standard ad layout. Whilst the layout of advertising will vary, and other formats may be used, this example illustrates the basic rules that must be followed for all formats. Basic Rules Image: the image can be any size within the ad whilst abiding by the other rules Heading: Meta Bold - white, and must be the logo depth down from the picture Body Copy: Meta Normal - minimum - 9pt - white, justified with 2 columns for text Contact details: Meta Bold - minimum 9pt - white Elders Financial Planning logo: the Elders Financial Planning logo must be right aligned and have equidistant space around it (1/2 the logo depth) Disclaimer: Appears below the logo - Meta Normal - minimum 7pt - white Elders Red footer bar: this bar is a maximum 5mm deep - it will vary according to the proportions of the ad 8.4 Advertising - format options - Financial Planning The image can be small, standard or large as long as all other basic rules are upheld distance from picture end to heading = logo depth distance from edge of page = logo depth This section for the heading Spacing between heading and body copy and contact details should be as even as possible Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body Copy is a minimum of 9pt Disclaimer is 7pt and appears below the elders logo, with half the logo depth between it and the logo. When the disclaimer does not appear the logo will move down to have equal distance between it and the red footer (1/2 the logo depth) Contact details to be placed in here Financial Planning Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. example 1 A4 - standard - PMS 279 background logo depth 5mm deep maximum

52 51 Financial Services - format options - Financial Services This is an example of a Financial Services standard ad layout. Financial Services colour option may be used when more than one financial product is being advertised or the advertising supports both insurance and financial planning products or services. Basic Rules Image: the image can be any size within the ad whilst abiding by the other rules Heading: Meta Bold - white, and must be the logo depth down from the picture Body Copy: Meta Normal - minimum - 9pt - white, justified with 2 columns for text Contact details: Meta Bold - minimum 9pt - white Elders logo: the Elders logo must be right aligned and have equidistant space around it (1/2 the logo depth) Disclaimer: Appears below the logo - Meta Normal - minimum 7pt - white Elders Red footer bar: this bar is a maximum 5mm deep - it will vary according to the proportions of the ad 8.5 Advertising - format options - Financial Services The image can be small, standard or large as long as all other basic rules are upheld distance from picture end to heading = logo depth distance from edge of page = logo depth This section for the heading Spacing between heading and body copy and contact details should be as even as possible Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body Copy is a minimum of 9pt Disclaimer is 7pt and appears below the elders logo, with half the logo depth between it and the logo. When the disclaimer does not appear the logo will move down to have equal distance between it and the red footer (1/2 the logo depth) Contact details to be placed in here Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. example 1 A4 - standard - PMS 286 background logo depth 5mm deep maximum

53 52 Advertising - format options - Forestry This is an example of a Forestry standard ad layout. Whilst the layout of advertising will vary, and other formats may be used, this example illustrates the basic rules that must be followed for all formats. Basic Rules Image: the image can be any size within the ad whilst abiding by the other rules Heading: Meta Bold - white, and must be the logo depth down from the picture Body Copy: Meta Normal - minimum - 9pt - white, justified with 2 columns for text Contact details: Meta Bold - minimum 9pt - white Elders Forestry logo: the Elders Forestry logo must be right aligned and have equidistant space around it (1/2 the logo depth) Disclaimer: Appears below the logo - Meta Normal - minimum 7pt - white Elders Red footer bar: this bar is a maximum 5mm deep - it will vary according to the proportions of the ad 8.6 Advertising - format options - Forestry The image can be small, standard or large as long as all other basic rules are upheld distance from picture end to heading = logo depth distance from edge of page = logo depth This section for the heading Spacing between heading and body copy and contact details should be as even as possible Disclaimer is 7pt and appears below the elders logo, with half the logo depth between it and the logo. When the disclaimer does not appear the logo will move down to have equal distance between it and the red footer (1/2 the logo depth) Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Contact details to be placed in here Forestry Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. example 1 A4 - standard - PMS 7545 background Body Copy is a minimum of 9pt logo depth 5mm deep maximum

54 53 Advertising - format options - Home Loans This is an example of a Home Loans standard ad layout. Whilst the layout of advertising will vary, and other formats may be used, this example illustrates the basic rules that must be followed for all formats. Basic Rules Image: the image can be any size within the ad whilst abiding by the other rules Heading: Meta Bold - black, and must be the logo depth down from the picture Body Copy: Meta Normal - minimum - 9pt - black, justified with 2 columns for text Contact details: Meta Bold - minimum 9pt - black Elders Home Loans logo: the Elders Home Loans logo must be right aligned and have equidistant space around it (1/2 the logo depth) Disclaimer: Appears below the logo - Meta Normal - minimum 7pt - black Elders Red footer bar: this bar is a maximum 5mm deep - it will vary according to the proportions of the ad 8.7 Advertising - format options - Home Loans The image can be small, standard or large as long as all other basic rules are upheld distance from picture end to heading = logo depth distance from edge of page = logo depth This section for the heading Spacing between heading and body copy and contact details should be as even as possible Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body copy in here. Body Copy is a minimum of 9pt Disclaimer is 7pt and appears below the elders logo, with half the logo depth between it and the logo. When the disclaimer does not appear the logo will move down to have equal distance between it and the red footer (1/2 the logo depth) Contact details to be placed in here Home Loans Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. Disclaimer in here. example 1 A4 - standard - PMS 284 background logo depth 5mm deep maximum

55 54 Stationery 9. Stationery Communicating our brand consistently on Corporate items is just as important as advertising. The following section outlines the rules to be applied to stationery items.

56 55 Business cards 9.1 Business cards The business cards are pictured below, although the format is consistent across all cards, each business has a different colour identity. These are available to order through the Corporate Express NetExpress online ordering site. Name: 10pt Meta Medium - Black Basic Rules Name: Meta Medium 10pt - black Position: Meta Normal 8pt - black Company Name: Meta Medium 8pt - black All other Copy: All other copy is Meta Normal 8pt 80% - black Footer bar: this bar is 3mm deep and identifies the business colour Name Surname Position m Name Surname Position m Elders Limited Street Address, Suburb State, Australia 0000 PO Box Address if required p f e name.surname@elders.com.au Elders Street Address, Suburb State, Australia, 0000 PO Box Address if required p f e name.surname@elders.com.au Company name: 6pt Meta Medium - Black Name Surname Position m Name Surname Position m Insurance Elders Insurance location Street Address, Suburb State, Australia 0000 PO Box Address if required p f e name.surname@elders.com.au Financial Planning Elders Financial Planning location Street Address, Suburb State, Australia, 0000 PO Box Address if required p f e name.surname@elders.com.au Address & contact details: 6pt Meta Normal - 80% Black Name Surname Position m Forestry Elders Forestry Street Address, Suburb State, Australia 0000 p f e name.surname@eldersforestry.com.au Forestry The company colour is quickly recognisable from the footer bar and colour on the reverse of the card Name Surname Position m Home Loans Elders Home Loans Location Street Address, Suburb State, Australia 0000 PO Box Address if required p f e name.surname@elders.com.au No additional logos are allowed on business cards.

57 Elders Limited ABN Registered Office: Level 3, 27 Currie Street, Adelaide, South Australia Elders Financial Planning Pty Ltd. AFSL Registered Office: Level 13, 347 Kent Street Sydney NSW 2000 Elders Rural Services Australia Limited ABN Registered Office: 27 Currie Street, Adelaide, South Australia Elders Forestry Limited ABN Elders Forestry Management Limited ABN AFS License APT Projects Limited ABN AFS License Elders Forestry Finance Pty Ltd ABN ITC Timberlands Pty Ltd ABN Elders Insurance Limited ABN AFSL , Elders Insurance (Underwriting Agency) Pty Limited, Head Office: 27 Currie Street, Adelaide SA 5000 Elders Home Loans Pty Limited ABN AFSL Registered office: Level 5, 120 Clarence Street Sydney. 56 Letterheads 9.2 Letterheads The range of Letterheads are pictured below, each company has a different colour strip at the bottom as per the business cards. These are available to order through the Corporate Express NetExpress online ordering site. Elders Limited <insert street address here> <insert suburb, state, postcode here> <insert PO box address here> p f elders.com.au Elders Rural Services Australia Limited <insert street address here> <insert suburb, state, postcode here> <insert PO box address here> p f elders.com.au Insurance Elders Insurance Limited <insert street address here> <insert suburb, state, postcode here> <insert PO box address here> p f eldersinsurance.com.au Elders Limited Elders Rural Services Australia Limited Elders Insurance Limited Financial Planning Elders Financial Planning Limited <insert street address here> <insert suburb, state, postcode here> <insert PO box address here> p f eldersfinancialplanning.com.au Forestry Elders Forestry Limited Level 1, Goodwood Street, Richmond, VIC 3121 PO Box 7046 Richmond VIC 3121 p f Investor Services eldersforestry.com.au Home Loans Elders Home Loans <insert street address here> <insert suburb, state, postcode here> <insert PO box address here> p f eldersinsurance.com.au Elders Financial Planning Limited Elders Forestry Elders Home Loans

58 57 With Compliments slip The range of With Compliments slips are pictured below, each company has a different colour strip at the bottom as per the business cards. These are available to order through the Corporate Express NetExpress online ordering site. 9.3 With Compliments slip With Compliments With Compliments Elders Limited ABN Registered Office: Level 3, 27 Currie Street, Adelaide, South Australia Elders Limited Elders Rural Services Australia Limited ABN Registered Office: 27 Currie Street, Adelaide, South Australia Elders Rural Services Australia Limited Insurance Financial Planning With Compliments With Compliments Elders Insurance Limited ABN AFSL , Elders Insurance (Underwriting Agency) Pty Limited, Head Office: 27 Currie Street, Adelaide SA 5000 Elders Financial Planning Pty Ltd. AFSL Registered Office: Level 13, 347 Kent Street Sydney NSW 2000 Elders Insurance Limited Elders Financial Planning Limited Forestry Home Loans With Compliments With Compliments Elders Forestry Limited ABN Elders Forestry Management Limited ABN AFS License APT Projects Limited ABN AFS License Elders Forestry Finance Pty Ltd ABN ITC Timberlands Pty Ltd ABN Elders Forestry Elders Home Loans Pty Limited ABN AFSL Registered office: Level 5, 120 Clarence Street Sydney. Elders Home Loans

59 58 Envelopes 9.4 Envelopes The range of standard envelopes are pictured below. The colour strip does not appear on envelopes. These are available to order through the Corporate Express NetExpress online ordering site. Insurance GPO Box 551, Adelaide SA 5001 GPO Box 551, Adelaide SA 5001 Elders Limited & Elders Rural Services Australia Limited Elders Insurance Limited Financial Planning Forestry GPO Box 551, Adelaide SA 5001 PO Box 7046 Richmond VIC 3121 Elders Financial Planning Limited Elders Forestry Home Loans GPO Box 551, Adelaide SA 5001 Elders Home Loans

60 59 Promotional items The following section outlines the rules when applying branding to promotional items. 10. Promotional items

61 60 Branding of promotional items A core range of promotional items carrying the Elders brand are available to order through Corporate Express. No other promotional items can be produced without the approval of Elders Marketing. When applying the logo to promotional items rules apply. The Elders logo should always be used in one of the following formats. The white keyline must always appear around the Elders logo. The logo must not be altered in any way Branding of promotional items Elders Insurance/Financial Planning/Forestry logos Promotional items that are produced for other Elders businesses need to display the relevant full business logo. The red elders logo is to be used with the white keyline around it and depending on the colour of the promotional item the text is to be white or black as per the examples below. The logo is to be no smaller than 15mm. Elders logo in gold or silver For specific applications where a more corporate and formal look is required, such as on leather or faux leather, silver or gold can be used for the logo. The logo is to be used with the keyline and the name Elders to be in gold, as per the example opposite. The logo is to be no smaller than 15mm.