james cook university style guidelines

JCU style guidelines - December 2010

James Cook University Style Guidelines

JCU style guidelines – January 2010 1

Introduction

Welcome to the James Cook University Style Guidelines – including the 40th anniversary identifierThese guidelines are intended to help you create consistent and on-brand communications, to allow the University to build strong brand recognition.

They aim to describe the elements that make up our brand identity, and provide examples of how these come together in application to form our distinctive look and feel.

While not every situation is covered, these guidelines will give you a clear starting point to build upon when creating communications.

These guidelines incorporate a 40th anniversary identifier, which is to be used during the University’s 40th anniversary celebrations throughout 2010.

Our brand identityOur brand identity supports the University’s strategic intent of “A brighter future for life in the tropics, worldwide.”* All communications from the University will reflect this through the vibrant and tropical character of our identity.

The brand personality traits that underpin our visual identity are: outgoing, bright, direct, results-oriented and articulate. For the JCU brand this means:

Outgoing – Worldly, adventurousBright – Vibrant, optimisticDirect – No-nonsense, down-to-earthResults-oriented – Helpful, hands-on, practical, realistic. We get things doneArticulate – Clear, compelling.

Referring to ourselvesWhen we refer to James Cook University in copy, in the first instance we write the name in full. Thereafter, the acronym ‘JCU’ can be used, or ‘the University’.

Contents

Introduction 1

Overview 2

Logo 3

Armorial Bearings 5

Colour 6

Imagery 7

Type 8

Language 9

Brand Architecture 10

Applications 14

– stationery 15

– Powerpoint 17

– pull-up display banners 20

– advertising 23

– clothing 25

– name tags 28

40th anniversary identifierThis has been produced for use throughout 2010.

Where to appear: all publications including marketing publications, annual reports, newsletters; all external correspondence including letterhead, envelopes and with comps slips; advertising; web home page.

Note: high volume users of business cards can choose to include the identifier on their cards.

When not to use: signage; clothing and merchandise; pull-up banners.

Note: a stand-alone, pull-up banner displaying the 40th identifier has been produced, to use alongside existing banners. Memorabilia related to the 40th anniversary will be produced ahead of the main celebratory events in April.

Questions: if you are unsure about when and how to use the 40th identifier, contact Marketing on [email protected]

Questions?If you have any questions about these guidelines, please contact Marketing.

* For further information, please see the James Cook University Statement of Strategic Intent.


Overview – core elements

1 Logo

5 Language

Informal but not too easy or colloquial Friendly and approachable, but not ‘matey’ Confident but not arrogant Direct and down to earth but not blunt.

4 Type

2 Colour

3 Imagery

Every identity is made up of core elements that combine to create a distinctive offer from a distinctive brand.

Here are the elements you need to create all JCU communications.

By using the specified elements, we can maintain a consistent and recognisable identity and reflect the vibrant and tropical character of our brand.

1 JCU logo2 Colour3 Imagery4 Type5 Language

The following pages will explain each of the elements and how to use them correctly.

Gradient Blue

Gradient O

range

Gradient G

reen

Gradient Red

White

Black

Minion Regular& Italic

Myriad RegularMyriad ItalicMyriad SemiboldMyriad Bold

JCU style guidelines - December 2010 2

Overview – core elements

1 Logo

5 Language

Informal but not too easy or colloquial Friendly and approachable, but not ‘matey’ Confident but not arrogant Direct and down to earth but not blunt.

4 Type

2 Colour

3 Imagery

Every identity is made up of core elements that combine to create a distinctive offer from a distinctive brand.

Here are the elements you need to create all JCU communications.

By using the specified elements, we can maintain a consistent and recognisable identity and reflect the vibrant and tropical character of our brand.

1 JCU logo2 Colour3 Imagery4 Type5 Language

The following pages will explain each of the elements and how to use them correctly.

Gradient Blue

Gradient O

range

Gradient G

reen

Gradient Red

White

Black

Minion Regular& Italic

Myriad RegularMyriad ItalicMyriad SemiboldMyriad Bold


Logo – versions

Our logo reflects the heritage of the University, drawing on the shield from our Armorial Bearings.

Usage Both positive and reverse versions of the JCU logo can be used equally across all communications. We use the Positive logo on white (or very pale) backgrounds. The Reverse logos are used on coloured backgrounds. When appearing on our gradient colours, the JCU logo should appear in the darkest area, to ensure legibility.

Clear space The clear space is equal to the half of the width of the shield in the JCU logo. In order to maximise the logo’s presence, please ensure that other graphic elements do not fall within this area.

Minimum print size To ensure visibility on all print applications, the minimum recommended print size for the logo is 18mm wide.

Logo colours The waves on the shield are JCU Logo Blue, while the sun and compass are Logo Gold.

Logo Blue Logo Gold C100 M50 Y0 K0 C8 M28 Y100 K0 R0 G90 B187 R216 G170 B0 WEB 0066CC WEB CC9900 PMS 2935 PMS 110

Note: There is no need to recreate the logos. To obtain the JCU logo suite, please contact Marketing.

NB: The full armorial bearings will appear on University testamurs.

Clear space Do not place other elements within this area.

Colour Reverse logoAn alternative logo for signage or merchandise, for use only on the Gradient Blue or Mid Blue backgrounds (please refer to page 5 for colour specifications).

Don’t distort our logo. Be sure to check the logo width and height is always consistent.

Don’t remove any elements of our logo.

Don’t alter the colours of our logo.

Don’t rearrange our logo.

Don’t change the typeface in our logo.

Don’t box the logo, unless it is applied against a complex background.

Don’t append anything to our logo.

travel

JAMES COOKUNIVERSITY

Mono logo

Minimum size

18mm

Positive logo

Mono Reverse logoFor use on coloured backgrounds (including the gradient colour palette, see page 5).

FACULTY OF SCIENCE, ENGINEERING & INFORMATION TECHNOLOGY


Logo – size & position

To help ensure a consistent size and location for the JCU logo on various formats, a guideline has been developed.

Logo size The JCU Logo is sized as appropriate to the format it appears on. A simple rule is applied to establish consistency in proportion across all communications:

Logo width = (x + y) ÷ 12

The width of the logo can be found by adding together the height (y) and width (x) of the communication it appears on, then dividing the total by 12.

Some non-print applications, outdoor for example, may require a logo size larger than this ratio. This should be addressed on a case by case basis. Occasionally extremely wide or tall formats may require adjustments to this formula. In this case, please contact Marketing.

Logo positioningThe logo should be positioned in the corners of communications. The distance between the logo and the edge of the communication is equal to the shield’s width.

NB: If the formula calculates that the logo should be less than 18mm wide, use at 18mm (our minimum size to ensure legibility).

NB: The bottom left is the least preferred position for the logo.

Some examples of size and positioning:

y

x

y

x

y

x

y

x

logo width = (x+y) ÷ 12

y

x


Armorial Ensigns of James Cook University

Armorial Ensigns

Armorial Ensigns As a corporate body, James Cook University bears arms comprising four main elements: • shield • crest(CaptainJamesCook’sship,thebark Endeavour, in full sail) • supporters(brolgaswithopenwings) • motto.

The University MottoCresente Luce, light ever increasing

Professor FW Robinson, professor of English at the University of Queensland, first proposed the motto in 1962 for the then University College of Townsville, established as a college of the University of Queensland. The College adopted the motto in 1963.

The motto remained unchanged after the University was established and incorporated in April 1970. On 13 December 1971, Council confirmed that the “... motto will be the motto used by the University College of Townsville, viz., ‘crescente luce’ (light ever increasing)”.

Uses The full armorial ensigns should be used for graduation materials (except for letter of invitation). The full armorial ensigns should appear on: • graduationtestamurs • placecardsetcatthegraduationceremony • mainbannersatthegraduationceremony • othergraduationcollateral(eggraduationbooklets)

Fonts layouts etc, should follow the style guide.

We also retain the full armorial ensigns for the University Seal, University Medals and University Prizes. Size of reproduction should generally be such that the University motto is legible.

The full armorial ensigns would not normally be used for scholarships as these are generally for prospective students. Exceptions may be granted on a case by case basis in consultation with the Office of the Registrar, The Director, Marketing, and the Co-ordinator, Prizes and Ceremonies.


Colour

Gradient colours In line with our vibrant look and feel, our identity features gradient colours – Gradient Blue, Gradient Orange, Gradient Green and Gradient Red. The colours are a smooth gradient which transition from the ‘Bright’ to ‘Dark’ colours specified, and can be used either with a horizontal or vertical gradient. These colours feature prominently in our communications, as either background colours or headlines.

Flat colours For small areas of colour, subheadings and pull-out text, flat colours can be used. For consistency, only the three specified colours (Bright, Mid and Dark) from each gradient should be used.

Secondary paletteThe secondary colour palette is available to help arrange and disseminate information. These colours may be used for applications such as internal pages of a course brochure or prospectus, for example as a pull-out box to hold text or tables.

Black & whiteWhite space is always an important ingredient to keep the colour balance. Black should be predominantly used for body copy.

Colour ratiosOur communications are always vibrant, but the level of this may change across communications with differing purposes. Please see page 13 to more information about Visual ID Volume.

Rotation principlesColour rotation is important to maintain our vibrant and tropical identity. Try to use all of the colours equally, but do not go overboard – ie try to use just one colour per page.

TransparencyWhen used in conjunction with an image, we use transparent gradients to allow the image to interact with colour. These transparent versions of the colour palette have been created to add modernity to layout compositions. The opacity of the gradient ranges from 85% to 95% depending on the background colour.

Primary Colour Palette

Gradient Blue

Bright Blue: C100 M0 Y0 K0R0 G174 B239WEB 0099FFPMS Process Cyan*

Mid Blue: C100 M50 Y0 K0R0 G102 B179WEB 0066CCPMS 2935C*

Dark Blue: C100 M80 Y0 K0R46 G49 B146WEB 333399PMS 072 C*

Gradient Green

Bright Green: C40 M0 Y100 K0R140 G198 B63WEB 99CC33PMS 376C*

MId Green: C80 M0 Y100 K0R13 G177 B75WEB 009933PMS 354C*

Dark Green: C100 M0 Y100 K0R0 G166 B81WEB 009966PMS 355C*

Gradient Red

Bright Red: C0 M100 Y100 K0R227 G31 B38WEB CC3333PMS 1797C*

Mid Red: C15 M100 Y100 K30R157 G22 B25WEB 990000PMS 1807C*

Dark Red: C25 M100 Y100 K60R97 G0 B0WEB 660000PMS 4695C*

Gradient Orange

Bright Orange: C0 M20 Y100 K0R253 G185 B19WEB FFCC00PMS 123C*

Mid Orange: C0 M45 Y100 K0R247 G147 B30WEB FF9933PMS 158C*

Dark Orange: C0 M80 Y80 K0R233 G79 B53WEB FF3333PMS Warm Red C*

Transparency

85-95% Opacity

Achieving the transparent colourThe strength of opacity should be between 85% and 95%, with the blend mode set to normal to achieve the best legibility and contrast.

Black

White

Secondary Colour Palette

Light Blue:C10 M3 Y0 K0R217 G226 B234WEB CCFFFFPMS 656C

Stone:C0 M0 Y15 K15R222 G219 B195WEB CCCC99PMS453C

85-95% Opacity

85-95% Opacity

85-95% Opacity

* CMYK can be used for all print applications. Pantone are used when the printing method requires, for example, screen printing or embroidery.

The secondary colour palette is available to help arrange and disseminate information, for example as a pull-out box to hold text or tables.


Imagery

Our imagery is full colour, bright and contrasting with saturated colours – whether it’s of people, places or objects. Images depicting people are not posed, but candid – capturing them seemingly unaware, in their day to day environment. Images should also be cropped in interesting ways.

To differentiate communications, and allow the imagery to be tailored to the subject of the piece, we have identified three basic types of imagery.

A – Image style for general communications Eg: Postgraduate and Undergraduate prospectus, Annual Reports, Website

•Imagesfeatureactualstudentsofmixednationalitiesand age groups (capturing them seemingly unaware, in their day to day environment)

• TheimagesshouldbeshotspecificallyforJCU,notpurchased from image libraries

• Theemphasisisontheirfacialexpressions.•Noeyecontactpreferred.

B – Image style for subject communications Eg: Faculty and School Prospectus, Course and Campus Brochures

•Imagesfeaturesubjectmatterthatrelatesdirectly to the faculty or course

•Imagesmaybesourcedfromstocklibraries,orbeshot by JCU photographers.

C – Image style for lifestyle communications Eg: Cultural activities, JCU News, Campus Guides, Sport and Fitness

•Imageryhasapresenceofpeoplebutdoesn’tfocuson facial expressions – the emphasis is on activity

•Imagesmaybesourcedfromstocklibraries,orbeshot by JCU photographers.

NB: Images shown in these guidelines are indicative of style only. When selecting images for use, please check relevance for communication. When showing plant and wildlife, ensure subjects are endemic to North Queensland.

A – Image style for general communications B – Image style for subject communications C – Image style for lifestyle communications

Achieving vibrant imagesTo fit with our photographic style, images should have high contrast and saturated colour.

Before After

Photoshop tips

In Photoshop, go to Hue/Saturation and set Saturation level to +25

In Photoshop, go to Levels and set the left Input Level to 5 and the right Input Level to 240

NB: These tips are guides only. The exact settings will depend on the specific image.


Type

We use type in a disciplined way to achieve our distinctive typestyle. Minion and Myriad are the JCU typefaces, with Georgia and Verdana the substitute fonts for onscreen usage (eg web) or documents produced in house on pcs.

Please note these typographic guidelines are for graphic designers using professional layout software. For documents, reports or letters produced in house using MS Word, these detailed guidelines will not apply.

1. Titles and headlinesIn headlines we use Minion in regular and italic, to create a distinctive JCU typestyle. The italic is used to highlight words and create dynamic headlines. Titles can use flat colours, gradient colours, or be reversed out of a colour. Try to keep the headings short and punchy.

• Track(characterspacing)between-20to-40• Theleading(linespacing)issetbetween0.0ptand5pt

less than the typeface point size.

2. Subheads and break out copy•MinionRegular–inflatcolourorblack/white• Useitalicstohighlightcopy.

3. Paragraph heading• MyriadSemiboldorMyriadBold• Setatthesamesizeasthebodycopy• 1.5mmspaceafterparagraphheadings.

4. Body copy• MyriadRegular• Bodycopyisblackorreversedout• Useitalictoemphasisbodycopy• Alwaysrangedleft(neverjustified)• Setbetween8ptand11ptinsize• Theleading(linespacing)issetbetween1ptto2pt

more than the typeface point size (this text is 8.5pt on 10pt leading)

• Trackbetween-15to-25(thistextistrackedto-20)• Afteraparagraphusenomorethan2mmspacingafter

body copy.

5. Terms and conditions/footnotes• UseMyriadRegulareitherinblack,orreversedout

of a colour• Alwaysrangedleft(neverjustified).

Titles and headlinesSubheads and break out copyHighlighted copy in subheadsParagraph headingBody copy here is set at 9pt on 10pt leading. Use Italic to emphasise information within body copy.

Terms and conditions, footnotes and other small copy uses Myriad Regular, either in black or reversed out of a colour. This copy is set to 7pt on 8pt leading.

Creating a brighter future We invite you to join us and make a real difference.Northern AustraliaFor more than 40 years, research at James Cook University has been focused on creating a brighter future for people of northern Australia.

To know more about our Community Program, please visit our website www.jcu.edu.au

1.

2.

3.

4.

5.

1.

2.

3.

4.

5.

Type HierarchyOur Typefaces for professionally designed publications

Minion RegularMinion ItalicMyriad RegularMyriad ItalicMyriad SemiboldMyriad Bold

Onscreen Typefaces

Georgia RegularGeorgia ItalicVerdana RegularVerdana Bold

Highlighted or break out text, that supports but appears outside of the main body copy area, can be set in the same type style as main body.

Alternatively, it can be set at a smaller point size (much like the footnote style of these guidelines). Such text can be housed in the secondary colours or set in a colour on a white background (again, like the footnote style of these guidelines).

MS Word Typefaces for letters, reports and powerpoint presentations etc.

Times Regular Times Italic Times Bold Times Bold ItalicArial regularArial italicArial BoldArial Bold Italic


Language

The language we use has a major influence on the way people see us. Look and feel is one thing but, if in the way we speak, we come across as formal or authoritarian, when we want to be seen as vibrant, our brand won’t be doing its job.

Our language starts with our brand essence and our personality Our brand essence is ‘Brighter Futures. A vibrant place for learning’. We want to emphasise our commitment to getting results and the uniqueness of our location.

Our brand personality is: outgoing, bright, direct, results-oriented and articulate. So our language should be outgoing, bright, direct, results-oriented and articulate.

Our language should be:• Informalbutnottooeasyorcolloquial• Friendlyandapproachable,butnot‘matey’• Confidentbutnotarrogant• Directanddowntoearthbutnotblunt.

Make it easy for our readers to find the information they needAvoid long sentences with lots of qualifying clauses Great for literature but too indirect for what we need to say.

Help our readers navigate their way through text Use sub heads and introductory sentences so that the reader has a clear idea of the content of the copy.

Use the language of the reader, not the language of the university This is not about dumbing down nor colloquial language in an inappropriate way. Rather, think about the subject from the perspective of the reader. What are they looking for? What’s most important to them? How might they see this issue?

Be friendly, helpful and practical where you can Make suggestions. Offer tips and ideas. Be generous with information.

Be engaging Where appropriate, be surprising (and vibrant) and upbeat. Eg see page 16 the banner. Use interesting quotes and ideas to get the reader’s attention.

Use direct (as opposed to indirect) language

Instead of “ By studying environmental science at James Cook University, you’re positioning yourself for great opportunities in all aspects of the environmental sector”

Try this“ Study environmental science at James cook University and position yourself for the best jobs in the environmental sector”


University

Faculties

Schools

Campuses

Departments

Research centres & initiatives

Joint venture research centres & initiatives

Brand Architecture – Overview

What is Brand Architecture?Brand architecture describes how an organisation structures and names the brands within its portfolio. For James Cook University, this is how we structure and name our departments, faculties, campuses, schools, research centres & initiatives and joint venture research centres & initiatives.

The purpose of brand architecture is to make it clear who you’re dealing with and who we want our audiences to feel loyal to.

We have one brand: James Cook UniversityThis guiding principle helps us to be clear about who we are, making our brand easy to understand and recognise for our audiences. The architecture schematic to the right demonstrates this principle.

What does this mean in practice?Essentially, all communications are strongly identified as coming from James Cook University, unless there are strong marketing or commercial reasons not to do so.

Core activities – faculties, schools, campuses and administrative functions Core brand activities are those that are central to the function of the University, and are therefore completely branded in JCU look and feel. When we communicate externally, we want people to associate the communication firstly with the University, but make it clear which part of the University our audience is dealing with.

Core activities are shown either in the display format shown right (eg on front covers of brochures) or as plain copy (when appearing as pure information).

Faculties don’t have their own logos and are identified in name only – using uppercase Myriad, with ‘Faculty of’ in Logo Gold, and the specific faculty name in Mid Blue, when colour is necessary.*

Schools don’t have their own logos and are identified in name only – using title case Myriad, with ‘School of’ in Logo Gold, and the specific faculty name in Mid Blue, when colour is necessary.*

Campuses and administrative functions do not have their own logos and are identified in name only, using copy in keeping with the communication they appear on (eg as a line of an email signature or letterhead).

Research Centres & initiatives

Research Centres & initiatives of James Cook University are strongly identified as JCU initiatives, but reflect the name of the centre or initiative. The name uses JCU’s typestyle (Myriad with uppercase emphasis as appropriate) and colours (Logo Gold emphasis with Mid Blue support) to ensure that the JCU reputation is enhanced by their activities, but the prominence of the name is emphasised in relation to the JCU logo (see pages 10 to 12 for example).

Joint venture research centres & initiatives

Occasionally, funding or partnership arrangements may require that an activity is not branded in the JCU look and feel. In this case, the activity may have its own brand identity, but we must ensure that the JCU logo endorses communications prominently, whenever possible, alongside other JV partners. The following pages give some examples of how to apply these principles.

If you have any questions, please talk to Marketing.

* Note: the display format doesn’t have to be stacked as shown, but can be formatted to suit the specific application.

Townsville campus

Brisbane campus

Cairns campus

Singapore campus

Division of Finance & Resource Planning

University Services & Register

School of Pharmacy & Molecular Sciences

School of Indigenous Australian Studies

School ofEarth & Environmen�Environmen�tal Sciences

School of Nursing, Midwifery & Nutrition

School of Education

School of Veterinary Science

MOUNT ISA CENTRE for Rural & Remote Health

Centre for

TROPICAL TOURISM & HOSPITALITY

AACAdvanced Analytical Centre

ATFIAustralian Tropical Forest Institute

ACTFRAustralian Centre for Tropical Freshwater Research

FACULTY OF

MEDICINE, HEALTH & MOLECULAR SCIENCES

FACULTY OF

ARTS, EDUCATION & SO�CIAL SCIENCES

FACULTY OF

SCIENCE & ENGINEERING

FACULTY OF

LAW, BUSINESS & CRE�& CRE�ATIVE ARTS

Core activities


Brand architecture – schematic (Logo placement principles not designs)For JCU entities

Universityreport or

non�marketing publication

Faculty report or

non marketing publication

School report or

non marketing publication

•JCULookandFeel •Nocoreactivitiesreferenced

•JCULookandFeel •Facultynameappears

in display format•Specificcampusmay

be identified on cover

•JCULookandFeel •Schoolnameappears

in display format•Specificcampusmay

be identified on cover

NB: Schematics demonstrate principles only and are not intended as design concepts.

NB: Administrative functions do not appear on marketing communications.


Brand architecture – schematic (Logo placement principles not designs)For collaborative arrangements

Research centres & initiatives brochure

Joint venture research centres & initiatives brochure

•JCULookandFeel •Researchcentrename

in display format, with prominence over JCU logo •JCUlogoplayssupportingrole

•JointVenturelookandfeel •JCUlogoappearsas

endorsement, alongside any of the JV partners

JV Logo

JV Partner JV Partner

JVPartner

Research project

JVPartner


School of Public Health & Tropical Medicine

Cairns – Townsville Brisbane – Singapore

PO Box 6811 Cairns Qld 4870 Australia Telephone (07) 4042 1111 Facsimile (07) 4042 1300 www.jcu.edu.au

Research centres & initiatives letterhead

University letterhead

Joint venture research centres & initiatives letterhead

•JCULookandFeel •Researchcentrename

in display format, with prominence over JCU logo •JCUlogoplayssupportingrole

•JointVenturelookandfeel •JCUlogoappearsas

endorsement, alongside any of the JV partners

School of Public Health & Tropical Medicine PO Box 6811 Cairns Qld 4870 Australia Telephone (07) 4042 1111 Facsimile (07) 4042 1300 www.jcu.edu.au

•JCULookandFeel •Coreactivitiesidentifiedinplain

text only

JV Partner JV Partner JV Partner

JV Logo

Brand architecture – schematic (Logo placement principles not designs)Letterheads


Applications overview – visual ID volume

Corporate FactualFormal

Examples may include:• Corporatestationery• Graduationcertificates• Powerpointtemplates• Signage

General InformativeFocusedEngaging

Examples may include:• Postgraduateprospectus

(Australian and international students)

• Undergraduateprospectus (Australian and international students)

• Annualreport• Admissioninformation• Scholarshipinformation• Website

Faculty/Campus InformativeFocusedEngaging

Examples may include:• Facultyprospectus• Coursebrochures• Scholarshipinformation• Campusbrochures• Schoolprospectus

Lifestyle Lively Of the momentHigh impactFresh

Examples may include:• Accommodationguide• Campusguides• JCUnews• Sportandfitness• Entertainment• Culturalactivities• Studentclubs/societies• Services(childcare,

healthcare etc)

Campaigns (recruitment etc.) High impactSingle mindedFreshEngaging

Examples may include:• JCUactivitiesforschools• Emailinvitations• Opendays• Advertisements• Recruitment• Studentorientation

Brand communications Stand outSurprisingEngagingFresh

Examples may include:• Staffbrandbook• Staffbrandwebsite

Formal

Vibrant

While our visual identity is always tropical and vibrant, the different purposes of our communications call for flexibility in the ‘volume’ of our visual ID. For example, more formal applications, such as stationery, do not need to create as much impact as more marketing-focused applications such as advertisements.

This diagram demonstrates this principle.

Asking yourself whether you need to have the volume turned to ‘loud’ or ‘quiet’ will give you a good steer as to how the communication should feel.

The applications shown demonstrate how we bring all our branding elements together to create on-brand communications. The applications shown are concepts and demonstrate the use of our look and feel in our commonly used media.

These applications clearly cannot address every consideration you might encounter. They serve to demonstrate the tone and style we wish to adopt, and should be thought of as a guide to help you create applications.

If you have any questions about how to apply the branding elements, contact Marketing.


Applications – stationery (Letterhead)

Letterhead There are two letterhead templates available. • Letterheadgeneral–hastheaddressdetailsfor either the Townsville or Cairns campuses

• Letterheadcustomised–hastheaddressdetailsfor either the Townsville or Cairns campuses plus an editable space to include personal details.

Printed letterheads can be ordered through JCU stationery suppliers, Corporate Express.

For sending electronic letters, letterhead templates in MS Word can be downloaded at http://cms.jcu.edu.au/jcustyle/index.htm

Campus details are set in Myriad regular 8.5/10.5pt. Name of campus is set in Mid Blue. Campus locations at the bottom of the page are set in Myriad regular 7.5pt.

Suggested font for letter text is Arial 10pt with auto line spacing.

Letterhead general45mm 15mm130mm20mm

10mm

20mm

30mm

4mm

10mm

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.


Yours sincerely,

John Citizen

Date

Receiver TitleAddressSuburbState/Postcode

Ref:

Dear

Letterhead customised45mm 15mm130mm20mm

10mm

20mm

4mm

4mm

10mm



Yours sincerely,

John Citizen

Date

Receiver TitleAddressSuburbState/Postcode

Ref:

Dear15mm


With compliments slip

Applications – stationery (Business card and With compliments slip)

Business card If a request falls outside the following standard rulings, the Department should contact the Marketing Publications Unit on 4042 1059 to discuss. Generally the following applies; Line 1: name set in Mid Blue. Academic title (optional) eg Dr, Prof. Alternative titles are not generally used eg Ms, Mrs, Mr Line 2: qualifications (optional) Line 3: Position title Line 4: Department/School/Centre/Unit Please note: • noadditionallogosoritemstoappear • onlyJCUemailaddressestobeincluded • CRICOScodemustappearonallbusinesscards

Please do not attempt to create your own business card. Master artwork is held by JCU stationery suppliers Lotsa Printing and orders can be placed by visiting http://cms.jcu.edu.au/fabs/finops procure2payJCUPRD_037614 Lotsa Printing deal with the proofing, approval and charging process.

With compliments slip Printed with compliments slips can be ordered through JCU stationery suppliers Lotsa Printing by visiting http://cms.jcu.edu.au/fabs/finops/procure2pay/JCUPRD_037614

With compliments slip templates in MS Word can be downloaded from http://cms.jcu.edu.au/jcustyle/index.htm

Business card


Applications – PowerPoint presentation

PowerPoint There are four different colour PowerPoint options to select from. These PowerPoint files include a variety of page styles. Included in each of the files are three prepared pages: • Titlepage(withoptionalspaceforimages) • Bodypage • Dividerslide–full-colourslidetoseparatethe different sections of your presentation

Text boxes on these pages are set up so you can use fonts Times or Times New Roman for headings, and Arial for body text.

The divider page is a clear way of dividing your presentation up into sections if required.

How to use the PowerPoint download files Go to http://cms.jcu.edu.au/jcustyle/index.htm:

1. Choose which colour you would like and download;

2. Once downloaded, select the title page and add images if required;

3. To duplicate the slide for including body text, go to the top menu bar then ‘Insert > Duplicate Slide’. This will create a new slide with the body page style;

4. Choose whether you require a divider slide. If you don’t, simply delete this slide. If you require several of these, go to ‘Insert > Duplicate Slide’.

Title Slide - with optional space to include images Title Slide - choice of colours

Contents Slide Divider Contents Slide

NB: Formal and corporate applications can use more white space and subtle use of gradient colours.


SocialSciences

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SocialSciences

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Brochure

Prospectus

Applications – examples only

The applications shown demonstrate how we bring all our branding elements together to create on-brand communications.

The applications shown are concepts and demonstrate the use of our look and feel in our commonly used media.



NB: Subject and Lifestyle communications will be predominately vibrant. The gradient colours play an important role here.

MarineScience

JCU’s

include technologies.state-of-the-artby the andSchool of Marine Tropical Biology outstandingare

to the providesproximity unparalleledopportunities study of sciences. providedmarine Facilities

Great Barrier Reef

researchnumerousand

for the


Website Merchandise

Display


Marine Science






Applications – pull-up display bannersBanner Dimensions: 2000mm x 850mmmTo maintain consistency banner template art files must be used for layout of new banners. The banner templates are available from JCU Marketing.

jcu.edu.au/studentequityCRICOS Provider Code: 00117J

StudentEquity

James Cook University is committed to promoting, encouraging and valuing equity and diversity with respect to its student population. In particular, JCU strives to increase access to tertiary studies for students from a variety of backgrounds, and to provide these students with the optimal environment to achieve a high level of success. A natural

place to studyPhoto courtesy of Tourism Queensland

jcu.edu.auCRICOS: 00117JCRICOS Provider Code: 00117JCRICOS: 00117JCRICOS Provider Code: 00117JCRICOS: 00117J

jcu.edu.auCRICOS Provider Code: 00117J

CreativeArtsNew Media Arts – Digital Visual Arts • Digital Sound • Digital Media Design • Digital Imaging Performance. Creative Industries – Media Design Performance Visual Arts. Multimedia Journalism

Logo & logo panel: sizing & spacing as per template. Background to be white only.



Banner Style 1 Banner Style 2 Banner Style 3

Coloured panel: choice of four colour gradients (see page 6). Coloured panel sizing as per template.

Type: Minion Regular or a combination of Minion Regular and Italic as shown. Type size as per template, but can be reduced to fit long words.

Image: Single image only. Size as per template.

Image: Single image only. Size as per template.

Coloured panel: choice of four colour gradients (see page 6). Coloured panel sizing to be consistent with template.


Positioning statement or dot point features: Type must fit in the upper half of the white panel, reduce type size to fit large amounts of copy.

Coloured panel: choose one the four colour gradients (see page 6). Coloured panel sizing to be consistent with template.


Positioning statement or dot point features: Type should fit in the upper half of the coloured panel, reduce type size to fit large amounts of copy.

Website and CRICOS info must appear on all banners.

Website address should be within 30 characters.






MagazineIndicative design only: Myriad masthead shown as a ‘what if…?’ example

Departmental Non-Marketing Publications







Black and white advertisements

Applications – advertising

Advertising plays an important role in communicating JCU’s corporte identity.

The overall objective of JCU advertising is to promote awareness of JCU as a modern, forward-thinking institution. In addition it also:

• buildstheJCUbrandbypresentingasingle,unified corporate positioning and look;

• positionsJCUasapremierresearchuniversityin Australia;

• attractsnewstaff,studentsandbenefactors.

All JCU advertising is placed through its designated advertising agency, and this agency develops and maintains the visual corporate style in consultation with JCU Marketing. These style guides are not presented in this manual.

JCU’s Advertising Manager is responsible for the placement of all JCU advertisements in print and electronic media, with the exception of staff recruitment advertisements wich are placed by Human Resources.

The Advrtising Manager liaises with faculties and schools on the copy, content and style of their advertisements to maximise effectiveness, minimise costs and ensure consistency with the JCU corporate style. The Advertising Manager can also provide access to expert advice from the JCU’s advertising agency on any marketing or advertising issue.

For further information about advertising contact Marketing on (07) 4042 1125. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed

do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non: • doloreeufugiatnullapariatur • dolorinreprehenderitinvoluptatevelit • quisnostrudexercitation

Interested parties can obtain the tender briefing document by 31 June 2009 from: Mark Wolff, Director of Marketing, James Cook University Telephone 07 4042 1457 Email [email protected]

Expression of interest

www.jcu.edu.au

Advertising Agency

Tender

Main Headline

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor 31 April 2009.

Lorem ipsum dolor sit Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor 4042 1854 or [email protected]

image area

Call 1800 246 446 or visit www.jcu.edu

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image area

Main Headline

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip Call 1800 246 446 or visit www.jcu.edu.au

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Full colour and spot colour advertisements

Applications – advertising

Full colour ads can use any gradient colours from the colour palette, see page 5.

Suggest to use PMS Process Cyan (Blue) or PMS 1797 Red only from the corporate colour palette, see page 5, for spot colour ads.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor 31 April 2009. Dolor sit Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor 4042 1457 or [email protected]

www.jcu.edu.au


Consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Main Headline Extra length

Tender

Creating a brighter futureFor more than 40 years, research at James Cook University has been focused on creating a brighter future for the people of northern Australia and the tropics worldwide.

No wonder. Forty per cent of Australia’s landmass lies within the tropics. And the tropics is home to over half of the world’s population and around 80% of its biodiversity.

Delivering some of the planet’s most rapid economic growth, the tropics is also a driving force of the world’s climate system, and the site of grand challenges and opportunities in health, the environment and economic, social and political development.


Applications – staff and student shirts

Logo placement and size

The JCU logo should appear on the front left side of the shirt. The JCU logo should be approximately 85mm wide x 35mm high

The 40th anniversary identifier should not appear on clothing, as it could be in use for more than one year.

Other clothing

Clothing/specialist clothing outside of these guidelines should be referred to JCU Marketing at [email protected].

Logo colour guidelines

Blue shirts

All other colour shirts

White shirts

Polo Shirt and T-Shirt Colours (Male and Female) - avilable from JCU bookshops.

Dress Shirt Colours (Female – long, short or ¾ sleeve)

Dress Shirt Colours (Male – long or short sleeve)

Cyan Blue

Sky Blue

Sky Blue

Royal Blue

Mid Blue

Mid Blue

Red

Royal Blue

Royal Blue

Green

White

White

Orange

Red

Red

Black

Black

Black

White


Clothing developed as student ‘uniforms’ for students on placements should adhere to the branding guidelines, particularly in relation to colour and logo placement.

The James Cook University clothing colour options are listed on page 25.

JCU Logo The JCU Logo should always appear in the upper left area of the clothing as indicated in the diagram opposite. approximately 85mm wide x 35mm high

Discipline The discipline appears underneath the JCU logo.

Ordering Student shirts should be ordered through the JCU bookshops. Contact: [email protected]

Exceptions Exceptions may be granted if there are functional reasons that require a different design. Contact: [email protected]

Applications – shirts for students on official placements

Logo and discipline name colour guidelines

Blue shirts All other colour shirts (eg chambray) White shirts

DentistryDentistry Dentistry

Occupational Therapy


Logo placement and size

The JCU logo should appear on the front left side of the shirt. The JCU logo should be approximately 85mm wide x 35mm high

The 40th anniversary identifier should not appear on clothing, as it could be in use for more than one year.

Other clothing

Clothing/specialist clothing outside of these guidelines should be referred to JCU Marketing at [email protected].

Applications – staff shirts with school or unit name

Logo and discipline name colour guidelines

Blue shirts All other colour shirts (eg chambray) White shirts

School of Pharmacy and Molecular Sciences





These plastic name badges are availavble for JCU staff and students working for the University. Space is limited with this design so thought may be required to customise this design to fit your needs.

Name Badge Design Explained

There is space on the badges for 3 levels of information (see examples):

1. Title (optional): 9pt font size, initial CAPS followed by lowercase font

2. Name: 16pt font size, Initial CAPS followed by lowercase font

3. Position (optional): 9pt font size, initial CAPS followed by lowercase font

A forth row is available for spillover text from Row 3.

Ordering Name Badges

These badges are available with either a magnetic fastner or a typical pin-clip fastner.

To order badges, please contact Julie Murdoch, Tel: 4781 5404, Email: [email protected] and provide the following information:

• type of fastener (magnetic or pin)

• Name details

• Account code to charge badges to.

Dr Penelope

LargenametofitSchool of Business

Associate Professor

John SmithLecturer, School of Business

Ms

Lisa JonesFaculty of Medicine, Health & Molecular Sciences

Ian Citizen-Smith

Applications – name badges

Name Badges Examples

Title

Name

Position

james cook university style guidelines

Documents

jcu brand

distinctive brand

brand communications

brand architecture

brand personality traits

strong brand recognition

visual identity

anniversary identifierthis