February 2010
ontents Introduction 01 Visual identity The rest 01 The Signature 02 Signature formats 02 olour palette Primary and secondary colours 0 Applications 0 lear space and minimum size The Signature 04 The rest 04 Typography Font families for professionally commissioned typesetting 05 Font families for typesetting produced by internal resources 05 o-branding and Endorsement Using the Signature 06 Using the Ministry rest 06 Visual style The Flame 07 The Wave 07 Introduction 08 Single line configuration 09 Single line configuration with Heritage Statement 09 Two line configuration 10 Two line configuration with Heritage Statement 10 Three line configuration 11 Three line configuration with Heritage Statement 11 Alternative fonts 12 Heritage Statement alternative fonts 12 Permission form Appendix A ontact details Should you require any additional information about the guidelines specified in this document, please contact: Elizabeth Dodds rsc Trustee of Mary Aikenhead Ministries Telephone: 049 641 750 Facsimile: 02 927 7811 elizabeth.dodds@pacific.net.au harmazel Haslam Executive Assistant to the Trustees of Mary Aikenhead Ministries Telephone: 02 95 5400 Facsimile: 02 927 7811 charmazel.haslam@maministries.com.au
01 Introduction The Mary Aikenhead Ministries identity has been designed to convey our traditional strengths and values through a fresh and contemporary presentation. Whilst acknowledging our heritage and traditions, our identity affirms our continuing commitment to serving others in this fast-changing world. These Guidelines detail the correct use of the Ministries rest and Signature. onsistent application will ensure the integrity of our visual identity. Visual identity The rest The rest is the primary, symbolic component of Mary Aikenhead Ministries visual identity. It is both classic and contemporary, and acknowledges our respected heritage, traditions and values, while being innovative and visionary to support our mission for the future. It comprises four elements: the M.A. initials the heart the flame the cross The M.A. initials The initials represent a direct personal link to the founder of the Sisters of harity, Mary Aikenhead, and establishes the Ministries essential characteristic of staying connected with the charism of Mary Aikenhead the Sisters of harity. The copperplate styling of the initials indicate that the ministries are personal and relational. The same use of M.A. also connects to the ongregational rest. Any use of the Mary Aikenhead Ministries Signature formats must be approved in writing by the Trustees. The heart, flame and cross The Gospel values embraced by Mary Aikenhead Ministries love, hope, compassion and justice, are reflected in the use of the heart, flame and cross symbols which are integral to our atholic tradition.
02 Visual identity The Signature The Mary Aikenhead Ministries Signature comprises the Ministry rest and Logotype. The Logotype is based on the typeface Trajan old, and has been modified to create a unique arrangement which must not be altered. The relationship between the Logotype and rest has been carefully predetermined and should not be altered. Visual identity Signature formats Two configurations of the Signature are provided for use where available space dictates the use of either a horizontal or vertical configuration. Note: Where possible, the horizontal configuration is the preferred format for use in our communications material. Signature components The Ministry Signature Horizontal (preferred) format The Ministry rest The Ministry Logotype Vertical format
0 olour palette Primary and secondary colours lue (PMS 29) and Purple (PMS 267) are the principal colours of the Mary Aikenhead Ministries identity. lue is a colour traditionally associated with the Sisters of harity and the Virgin Mary. Purple is a colour associated with spirituality, divinity and knowledge. Primary colour palette The secondary colour palette comprises colours that are complementary to the primary palette, to extend the versatility of the brand in different environments. Secondary colour palette olour palette Applications Where possible the Signature and its component parts should be reproduced in full colour. 1. Full colour applications When the logotype appears on a white background use the full colour version of the logotype. 2. Limited colour applications In instances where only one colour is available, the Signature is to be reproduced in solid black.. Reversed applications The Signature may be reproduced in white reverse on a solid colour background selected from the primary or secondary colour palettes. Note: The Signature should not be used on a photographic background. PMS 29 :100 M:60 R:0 G:10 :177 PMS 874 :0 M:50 Y:85 R:186 G:15 :72 1 PMS 267 :90 M:100 R:7 G:47 :146 PMS 877 K: 40 R:167 G:169 :172 lack K: 100 R:0 G:0 :0 2 The equivalent (cmyk) process colours are shown for offset printing and RG values are provided for onscreen applications.
04 lear space and minimum size The Signature lear space An area of clear space must surround the Signature. This isolation zone ensures the Signature does not appear constrained. lear space is defined as a proportion of the width of the rest: rest width = lear space = 1 / Minimum size To maintain detail and legibility, do not reproduce the Signature at less than 20mm in height. These guidelines for clear space and minimum size, apply to both vertical and horizontal formats of the Signature. lear space and minimum size The rest lear space ertain applications may require the rest to be used independently from the Signature. In these instances, clear space is defined as a proportion of the width of the rest: rest width = lear space = ½ Minimum size To maintain detail and legibility, do not reproduce the rest at less than 20mm in height. lear space zone lear space zone ½ ½ ½ ½ Minimum size Minimum size 20mm 20mm
05 Typography Font families for professionally commissioned typesetting Primary typeface The Trajan typeface comprises only capital letter characters and is classified as a headline font. It is used in special formal applications, such as when displaying the Ministries values. love hope compassion justice Secondary typefaces For printed material which contains large amounts of body copy, weights from the Frutiger family of fonts should be used. Perpetua is used when emphasis is needed for quotes and verses. oth Frutiger and Perpetua are available in a versatile range of weights, which allow for hierarchy of font use when typesetting body copy or headlines. Typography Font families for typesetting produced by internal resources Alternate typefaces For communications which are produced in-house, including PowerPoint presentations, forms, memos, invoices and other documents, Arial or Times should be used. Regular weights should be used for body copy, using bold weights for emphasis. Primary typeface Trajan Alternate typefaces Times Secondary typefaces ADEFGHIJKLMNOPQRSTUVWYZ 012456789.,:; Perpetua ADEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 012456789.,:; Frutiger Light ADEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 012456789.,:; Arial ADEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvw 012456789.,:; ADEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 012456789.,:;
06 o-branding and endorsement Using the Signature o-branding The Signature may be seen in the company of other organisation or facility signatures. Where possible, the signatures should be visually equal in size and aligned vertically or horizontally, as shown. Ensure sufficient clear space and equal distance is maintained between the signatures. The minimum required clear space between signatures is defined as a proportion of the width of the rest, where: rest width = lear space = 1 / A vertical or horizontal rule should be used to separate the signatures, in black or PMS 29 as shown. o-branding and endorsement Using the Ministry rest lear space guidelines Organisations or facilities who wish to use the Ministry rest alongside their own symbol, should ensure sufficient clear space and equal distance is maintained between them. The minimum required clear space is defined as a proportion of the width of the rest, where: rest width = lear space = 1 / A vertical or horizontal rule should be used to separate the rest and symbol in black or PMS 29 as shown. The Ministry rest and organisation or facility symbol, should be visually equal in size and aligned horizontally as shown. Endorsement The identity may be used to provide endorsement of ministry organisations or facilities. In these instances, the hierarchy and relationship between the Ministry and organisation or facility signatures will be dependent on the specific purpose of the application. Example of correct application The applications shown on this page are intended as examples only, to illustrate correct size and spacing principles for co-branding and endorsement.
07 Visual style The Flame The Flame is an integral part of our visual identity it symbolises the Holy Spirit, and is evocative of our enduring, active and purposeful commitment to service of the poor. The Flame provides the inspiration for a graphic device which can be used to create a fresh and dynamic backdrop to communications material. Visual style The Wave In 188, five Sisters of harity embarked on a challenging voyage from Ireland to Australia, to begin their mission to serve the poor and marginalised in the fledgling colony. The concept of sea crossings is used to symbolise the many journeys our ministries have undertaken and continue to undertake. The Wave is a visual representation of this concept and can be used as an alternative to the flame to provide a background or watermark effect. The Flame and Wave are available as digital artwork. Ministry stationery (above) Ministry banner (left) Ministry DVD and case
08 During a two year period from 1 July 2009 to 0 June 2011, all organisations and facilities* are required to cease use of the Sisters of harity rest. Organisations and facilities wishing to use the Mary Aikenhead Ministries rest should seek written permission (see Appendix A). Organisations and facilities which use the statements ontinuing the Mission of the Sisters of harity or onducted by the Sisters of harity, should replace these with the approved Heritage Statement In the tradition of the Sisters of harity (where appropriate). The guidelines detailed on pages 8-12 have been provided to assist organisations and facilities wishing to use the rest, to establish the correct size and spatial relationship of their name with the Ministry rest and Heritage Statement. These guidelines provide directives for one, two or three line configurations which allow for short, medium and longer name lengths. Guidelines are also provided for type and colour use. Introduction A Size, spatial relationship and alignment The size and spatial relationship between the Ministry rest, typeset names and the new Heritage Statement are defined as increments based on the width of the Ministry rest, measured horizontally from corner to corner. Increments are based on the width, divisible by either 5 or 4 as illustrated below. The capital M and ross in the Ministry rest (A, and ) are used to provide additional reference points for size and alignment of typeset names and the new Heritage Statement. rest width = Increments = 1 /5 A Typography The Single, Two and Three line name configurations on pages 9-11 are illustrated using the Primary typeface Trajan. If this preferred typeface is not available, the organisation or facility name should be typeset in an available seriffed font. Some examples of acceptable seriffed fonts are shown on page 12. olour The typeset name and Heritage Statement should use PMS 29 and PMS 297 from the Primary colour palette as detailed on page of these guidelines. rest width = Increments = 1 /4 * Exceptions are Sisters of harity Outreach Sydney, Sisters of harity Outreach Toowoomba, St Vincent s Private Hospital
09 Single line configuration Organisations and facilities with single word names or acronyms should use the Single line configuration. Size The cap height* of the typeset name is defined as a proportion of the width of the rest where: rest width = ap height = /5 Spatial relationship The distance between the Ministry rest and typeset name is defined as a proportion of the width of the rest where: rest width = Spatial distance = 1 /5 Alignment The typeset name should base align with the of the capital M in the Ministry rest, as shown. Single line configuration with Heritage Statement Size and spatial relationship The size and spatial relationship of the Heritage Statement with the Ministry rest and typeset name is defined as the distance from the bottom edge of the horizontal bar on the ross, to the bottom of the ross as shown. In Horizontal format, the Heritage Statement should base align with the bottom of the ross. Note: Only facilities which currently use the statements described on page 8 of these guidelines should transition to this approved Heritage Statement. Horizontal format Trajan Roman Horizontal format Trajan Roman and Perpetua Italic In the tradition of the Sisters of harity Vertical format Trajan Roman Vertical format Trajan Roman and Perpetua Italic 1 1 * ap height is defined as the height of a capital letter measured from its baseline. In the tradition of the Sisters of harity The applications shown on this page are intended as examples only, to illustrate correct size and spacing principles for single line configurations.
10 Two line configuration Organisations and facilities with longer names should use either the two or three line configuration. Size The cap height of the typeset name is defined as a proportion of the width of the rest where: rest width = Size = 1 /4 Spatial relationship The distance between the Ministry rest and typeset name is 1 /5, consistent with that described for the single line configuration. Alignment In Horizontal format, the typeset name should align with the height and baseline of the capital M in the Ministry rest, as shown. Two line configuration with Heritage Statement Size and spatial relationship The size and spatial relationship of the Heritage Statement with the Ministry rest and typeset name is consistent with that described on page 9 for the Single line configuration with Heritage Statement. Note: Only facilities which currently use the statements described on page 8 of these guidelines should transition to this approved Heritage Statement. Horizontal format Trajan Roman Horizontal format Trajan Roman and Perpetua Italic ST VINENT S HEALTH 4 ST VINENT S HEALTH 4 In the tradition of the Sisters of harity 4 4 Vertical format Trajan Roman Vertical format Trajan Roman and Perpetua Italic ST VINENT S HEALTH 4 4 ST VINENT S HEALTH In the tradition of the Sisters of harity 4 4 The applications shown on this page are intended as examples only, to illustrate correct size and spacing principles for two line configurations.
11 Three line configuration Size and spatial relationship The spatial relationship and size of the typeset name in relation to the Ministry rest is consistent with that as defined for the single and two line configurations, where the distance between the Ministry rest and typeset name is 1 /5 and the cap height of the typeset name is 1 /4. Alignment In Horizontal format, the typeset name should align with the height of the capital M and the base of the cross in the Ministry rest, as shown. Three line configuration with Heritage Statement Size and spatial relationship The size and spatial relationship of the Heritage Statement with the Ministry rest and typeset name is consistent with that described on pages 9 and 10 for the Single and Two line configurations with Heritage Statement. Note: Only facilities which currently use the statements described on page 8 of these guidelines should transition to this approved Heritage Statement. Horizontal format Trajan Roman ST VINENT S HEALTH 4 4 4 Horizontal format Trajan Roman with Perpetua Italic ST VINENT S HEALTH In the tradition of the Sisters of harity Vertical format Trajan Roman Vertical format Trajan Roman with Perpetua Italic ST VINENT S HEALTH 4 4 4 ST VINENT S HEALTH In the tradition of the Sisters of harity The applications shown on this page are intended as examples only, to illustrate correct size and spacing principles for three line configurations.
12 Alternative fonts Organisations and facilities who do not have access to the Trajan family of fonts are permitted to select an available alternative. It is recommended that a seriffed font is used and typeset in capitals. The guidelines for size and spatial relationship between the Ministry rest and typeset name, as defined on pages 9-11 apply. Examples of acceptable font use, colour and configurations are shown below. Heritage statement alternative fonts When an alternative font is used to typeset the organisation or facility name, the corresponding italic weight from the same family should be used. For example, if the organisation or facility name is typeset in Times Roman then the new Heritage Statement should be set in Times Italic. The guidelines for size and spatial relationship between the Ministry rest, typeset name and Heritage Statement, as defined on pages 9-11 apply. Note: Only facilities which currently use the statements described on page 8 of these guidelines should transition to this approved Heritage Statement. Single line horizontal configuration Perpetua Roman Single line horizontal configuration Perpetua Roman and Italic Two line horizontal configuration Times Roman Two line horizontal configuration Times Roman and Italic Three line vertical configuration Sabon Roman ST VINENT S HEALTH Three line vertical configuration Sabon Roman and Italic ST VINENT S HEALTH The applications shown on this page are intended as examples only, to illustrate correct use of alternative fonts.
Appendix A REQUEST TO USE REST AND SIGNATURE Note that the Mary Aikenhead Ministries rest and Signature must be used in accordance with the Visual Identity Guidelines and cannot be used without prior written permission from the Trustees of Mary Aikenhead Ministries. Please complete the form below and send together with a diagrammatic of the intended application, to the following fax number: 02 927 7811. For Applications submitted by email please send to: elizabeth.dodds@pacific.net.au DETAILS OF ONTAT PERSON Organisation Name of requestor/contact Date of request Position ontact email ontact telephone number DETAILS OF REQUEST Details of how/where you are requesting permission to use the crest/signature TRUSTEES DEISION Meeting date request considered Permission granted Entered in register