australian red cross centenary style guide

Style Guide

Contents

Overview 3

Logo Configurations 4

Sub-theme Configurations 5

Colour Variations 6

Minimum Clear Space 8

Minimum Size 9

Placement & Margin 10

Incorrect Usage 12

Colour Palette 13

Typography 14

Usage 15

Graphic Elements 16

Language 18

Bringing it all together 19

Contacts 31

Using this Style GuideWelcome to the Red Cross Centenary style guide.

This guide covers the correct use of the logos, colour palette and typography for the Centenary.

The standards outlined apply to all communications including but not limited to publications, advertising, print, digital, signage and promotional items.

If you need to use the Centenary logo or any associated elements in a manner not shown in this style guide it must be approved by the Australian Red Cross brand team.

This document should also be used in conjunction with the Red Cross Style Guide, Edition 2.

Australian Red Cross 100 years Style Guide Overview

OverviewAustralian Red Cross celebrates its centenary year in 2014. The organisation began as the Australian Branch of the British Red Cross Society on 13 August 1914 at Government House, Melbourne, nine days after the outbreak of World War I.

This is an important milestone in Australian Red Cross’ organisational history and development; the celebrations to mark this anniversary provide an opportunity to thank all Australians for their contributions to the first one hundred years of Red Cross in Australia and to lead legacy projects of enduring community benefit for the next one hundred years.

To support our centenary, specific logos, templates and materials have been designed. This style guide explains how to use these logos correctly.

Australian Red Cross 100 years Style Guide Logo configurations

Logo configurations

The Red Cross Centenary logo is shown here in both horizontal and stacked formats.

Centenary logo (horizontal)

Centenary logo (vertical)

Australian Red Cross 100 years Style Guide Sub-theme configurations

Sub-theme configurations

Eight sub-themes have been developed to be used throughout the Centenary to acknowledge the breadth of work Red Cross does. These sub-theme logos are listed here.

The same overarching look and feel and logo rules apply to the sub-theme logos as the master logo.

Please note, the master centenary logo should be used as the default logo at all times, however one of the sub-themes may be better suited to a specific event eg. 100 years of volunteering would be appropriate at an event thanking volunteers.

DISASTER RELIEF

CARING IN TIMES OF CRISIS

OF VOLUNTEERING

IN LOCAL COMMUNITIES

OF RECONNECTING FAMILIES

OF SUPPORTING OUR ANZACS

OF PROTECTING PEOPLE IN WAR

DISASTER RELIEF


OF VOLUNTEERING





DISASTER RELIEF


OF VOLUNTEERING





DISASTER RELIEF


OF VOLUNTEERING





DISASTER RELIEF


OF VOLUNTEERING





DISASTER RELIEF


OF VOLUNTEERING





DISASTER RELIEF


OF VOLUNTEERING





BUILDING HEALTHY COMMUNITIES

Australian Red Cross 100 years Style Guide Colour variations

Colour variationsThe Red Cross Centenary logo hasfour colour variations, full colour and mono (100% black). Shown here is full colour and mono. The mono version should only be used when full colour presentation is not available.

Mono

Colour

Australian Red Cross 100 years Style Guide Colour variations

Colour variationsThe Red Cross Centenary logo hasfour colour variations, full colour and mono (100% black). Shown here is reversed and white.

White

Reversed

Australian Red Cross 100 years Style Guide Minimum clear space

Minimumclear spaceClear space is measured by theheight of one arm of the cross.

Nothing should enter that space.

Australian Red Cross 100 years Style Guide Minimum size

Minimum sizeThe minimum size of the Red Cross Centenary logo is measured by the height of the cross. Our logo’sminimum size is 10mm. Alwaysmaintain the minimum logosize to ensure word mark andpositioning statement are legible.

10mm

10mm

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Australian Red Cross 100 years Style Guide Placement & margin

Placement and margin MasterThe Centenary logo should alwaysbe positioned against the bottomright margin.

Margin size increases as the mediasize increases. See table below.

Media size Margin

DL 8mm

A5 8mm

A4 8mm

A3 12mm

A2 16mm

A1 20mm

Australian Red Cross 100 years Style Guide Placement & margin

Placement and margin DigitalWhen using digitally, the logo should always be positioned top left.

Australian Red Cross 100 years Style Guide Incorrect usage

Incorrect usageHere are some examples ofincorrect logo usage. They areinconsistent with our brand.

û The circular space within the logo must always be whiteû The logo must never appear completely

reversed out (completely white)

û The logo must not be squashed, stretched or distorted in any wayû Elements must not be removed from the logo

û Elements within the logo must not be altered in any wayû Colours must not be changed

Australian Red Cross 100 years Style Guide Colour palette

Colour paletteTo ensure consistency, colours should always utilise the appropriate values shown here.

Pantone (PMS) is a popular colour matchingsystem used by the printing industry to print spot colours. This assures that you get the right colour when the file is printed, even though it may look different when displayed on a monitor.

CMYK (Cyan-Magenta-Yellow-Black) is a formula for mixing colours in four-colour printing.

RGB (Red-Green-Blue) indicates the mix for on-screen uses like PowerPoint. To use the correct colour palette in Word or PowerPoint, select font colour, custom andadd the values from the chart.

Web (HTML) colours are generated by the coding of the web page. Colours can be produced for a number of page elements using the colour names.

Name Pantone CMYK RGB Web (HTML)

Black PMS Pro. Black C0 M0 Y0 K100 R30 G30 B30 #1E1E1E

Cross Red PMS 485 C0 M93 Y95 K0 R213 G43 B30 #D52B1E

Purple PMS 2415 C39 M100 Y0 K7 R146 G0 B117 #920075

Yellow PMS 397 C10 M1 Y98 K15 R193 G187 B0 #C1BB00

Orange PMS 158 C0 M64 Y95 K0 R227 G114 B34 #E37222

Gold N/A C35 M37 Y92 K7 R132 G114 B72 #A58F3C

Australian Red Cross 100 years Style Guide Typography

TypographyThe Red Cross Centenary typeface is Calibri.

This typeface is to be used for all external and internal applications including print material, stationery, signage, merchandise, electronic media and word processing.

Calibri Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890Calibri Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890Calibri Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890Calibri Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Australian Red Cross 100 years Style Guide Usage

UsageConsidered typographic layout notonly enhances the legibility of thecontent presented but also actsas a design element in itself.

Large clear headings surrounded byample space, followed by smallersub-headings, act as a clear markerto the content that follows.

The use of consistent spacingand heading sizes throughout adocument create repetitive reference points for the eye to follow.

Variation in heading size shouldbe kept to a necessary minimum.

The minimum accepted body copysize is 11pt. This is to ensure ease of legibility for a variety of age groups and reading abilities.

Simplicity and clarity are the key.

Headings – Calibri Bold

Sub-headings – Calibri

Body copy – CalibriLorem ipsum dolor sit amet, consectetur adipiscing elit. In leo odio,accumsan varius suscipit at, imperdiet nec urna. Morbi eget metusid nisi tincidunt condimentum et at justo. Donec blandit felis in nullamalesuada eu interdum ipsum bibendum.

Praesent sed euismod erat. In bibendum nulla ut sem accumsantincidunt. Aliquam quam odio, tincidunt id commodo eget, eleifendeget tellus. Donec nec purus lorem. Pellentesque eget lacus sit amettortor laoreet dignissim nec nec.

Captions – Calibri Italic 9pt

Australian Red Cross 100 years Style Guide Graphic elements

Graphic elements 100 years graphic deviceThis graphic device is a key element of the Centenary ‘look and feel’ to ensure consistency in all marketing elements created for 2014. This device uses three colours from the secondary colour palette of our corporate style guide, plus a gold colour for use in headers and footers of printed materials. No other colours are to be used for this device.

Australian Red Cross 100 years Style Guide Graphic elements

Graphic elements TimelineThe timeline graphic device depicts 10 decades of the Centenary commencing with the year that Red Cross was established in Australia. The colour of timeline must match the hero colour on the artwork. Timeline can be reversed. Highlighted decade or timeline to match imagery or story of communication piece where possible. Where this is not known, no decade is to be highlighted.

1914 1914 19141920s 1920s 1920s1930s 1930s 1930s1940s 1940s 1940s1950s 1950s 1950s1960s 1960s 1960s1970s 1970s 1970s1980s 1980s 1980s1990s 1990s 1990s

2014 2014 20142000s 2000s 2000s

Australian Red Cross 100 years Style Guide Language

Language Common TextTo ensure we all speak with a consistent, clear voice about the Centenary celebrations, some common text (long and short versions) has been created for your use. The common text can be found on the brand toolbox.

Long version Short version

HeadlineBe part of the great Australian story

CopyAs part of the world’s largest humanitarian movement, Red Cross has been part of the fabric of Australian life for 100 years - whether it’s our immediate response to natural disasters or our everyday work to support the most vulnerable people in crisis.

As a past, current or next generation supporter, you can shape the next chapters of this great Australian story of people helping people for the next 100 years.

To find out more about the many ways to support Red Cross, visit redcross.org.au/centenary

HeadlineBe part of the great Australian story

CopyAs part of the world’s largest humanitarian movement, Red Cross has helped the most vulnerable people in Australia for 100 years.

With a proud history of neutrality and impartiality, we have been part of the fabric of Australian life - whether it’s our immediate response to natural disasters or our everyday work to support the most vulnerable people in crisis.

As a past, current or next generation supporter, you can help shape this great Australian story of people helping people to mobilise the power of humanity for the next 100 years.

To find out more about the many ways to support Red Cross, visit redcross.org.au/centenary

Australian Red Cross 100 years Style Guide Bringing it all together

A4 Poster

Bringing it all togetherExamples of templates

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder.

Members should contact the Brand team for further assistance. Please email [email protected]


Come and be a part of the great Australian story

1914

1960s1970s1980s1990s2000s2014

1950s

1920s1930s1940s

DL Event Invitation





DL Event Invitation





DL Promo Flyer





Letterhead Media Release





Letterhead (mono) Media Release (mono)





Certificate





PowerPoint template




Australian Red Cross 100 years Style Guide Contacts

Contacts

NATIONAL OFFICE155 Pelham StVIC 3053T 03 9345 1800F 03 9348 2513

SUPPORTER SERVICES CENTRET 1800 811 700

ACTCnr Hindmarsh Drand Palmer StGarran ACT 2605T 02 6234 7600F 02 6234 7650

NSWlevel 4, 464 Kent StSydney NSW 2000T 02 9229 4111F 02 9229 4244

NTCnr Lambell Tceand Schultze StLarrakeyah NT 0820T 08 8924 3900F 08 8924 3909

Issued December 2013

QLD49 Park RdMilton QLD 4064T 07 3367 7222F 07 3367 7444

SA212 Pirie StreetAdelaide SA 5000T 08 8100 4500F 08 8100 4501

TAS40 Melville StHobart TAS 7000T 03 6235 6077F 03 6231 1250

VIC23-47 Villiers StNorth MelbourneVIC 3051T 03 8327 7700F 03 8327 7711

WA110 Goderich StEast Perth WA 6004T 08 9225 8888F 08 9325 5112

Humanity

The International Red Cross and Red Crescent Movement, born of a desire to bring assistance without discrimination to the wounded on the battlefield, endeavours, in its international and national capacity, to prevent and alleviate human sufferingwherever it may be found. Its purpose is to protect life and health and ensure respect for the human being. It promotes mutualunderstanding, friendship, co-operation and lasting peace amongst all people.

Impartiality

It makes no discrimination as to nationality, race, religious beliefs, class or political opinions. It endeavours to relieve the suffering of individuals, being guided solely by their needs, and to give priority to the most urgent cases of distress.

Neutrality

In order to continue to enjoy the confidence of all, the Movement may not take sides in hostilities or engage at any time in controversies of a political, racial, religious or ideological nature.

Independence

The Movement isindependent. The National Societies, while auxiliaries in the humanitarian services of their governments and subject to the laws of their respective countries, must always maintain their autonomy so that they may be able at all times to act in accordance with the principles of theMovement.

Voluntary Service

It is a voluntary relief movement not prompted in any manner by desire for gain.

Unity

There can be only one Red Cross or Red Crescent Society in any one country. It must be open to all. It must carry on its humanitarian workthroughout its territory.

Universality

The International Red Cross and Red Crescent Movement, in which all Societies have equal status and share equal responsibilities and duties in helping each other, is worldwide.

In all activities our staff, members and volunteers are guided by the Fundamental Principles of the Red Cross and Red Crescent Movement.

HumanityImpartiality NeutralityIndependenceVoluntary ServiceUnityUniversality

australian red cross centenary style guide

Documents

years of red cross

red cross style guide

master centenary logo

british red cross society

breadth of work red

years style guidepage

master logo

logo rules