prc our book of brand guidelines

Our book of

Brand Guidelines.

Parenting Research Centre Brand Guidelines 2

Introduction Design has the ability to drive awareness and heighten the esteem in which the Parenting Research Centre (PRC) brand is held. Consistent use of our brand elements, such as our logo, corporate colours and fonts, reinforces the PRC brand in the minds of our stakeholders.

Whether you are a designer or staff member, this style guide provides guidelines, tools and inspiration on how you can build equity for the PRC brand by portraying a consistent look and feel through all our communicative materials.


Contents About Us Mission, Vision and Values

Section 1: Branding Guidelines1.1 Look and Feel 1.2 Branding Guidelines

Section 2: Visual Identity Elements2.1 Logo Specifications 2.2 Incorrect Use of Logo 2.3 Logo Clearspace and Minimum Size 2.4 Colours 2.5 Logo Use in Partnerships 2.6 Fonts

Section 3:Image and Illustration Guidelines3.1 Images 3.2 ‘Bridge’ Illustration

All templates, logos, guidelines and resources are available in the Branding Central section of the PRC Intranet.

For more information on branding or communications, please contact our Marketing and Communications team:

Charissa Feng Marketing and Communications Manager P: 0428039265 E: [email protected]

Maria Battaglia Marketing and Communications Officer P: 9416 2455 E: [email protected]

http://sharepoint.parentingrc.org.au/workatprc/PRCStyleGuide/Branding%20Central%20wiki%20page.aspx


About us Mission, Vision and Values

The Parenting Research Centre (PRC) is Australia’s only independent non-profit research and development organisation exclusively focused on parenting.

We believe that parenting is the most important influence on a child’s health and wellbeing. In order to help parents raise happy healthy children, we seek and share scientific knowledge of effective parenting, develop evidence-based practical solutions and build the capability of the community to support parents.

Our mission: Helping parents raise happy healthy children

Our vision: Skilled parenting, thriving children

Our values: Commitment Excellence Open-minded Innovation Responsiveness Collaboration Stewardship

Section 1

Branding Guidelines


Section 1:

Branding Guidelines

1.1Look and Feel

PRC has a unique look and feel which differentiates us from other organisations. By applying our distinctive look and feel to development of all communicative materials, our audience will come to associate particular design styles with PRC, enhancing recognition of our brand.

All PRC materials should look:

Clean and bold

• Because we are evidence-based, we let research speak for itself

• Because we aspire to excellence

Contemporary and dynamic

• Because we strive to be relevant

• Because we seek to innovate

• Because we are open to looking at things differently

Energetic and optimistic

• Because we focus on solutions


Section 1:

Branding Guidelines

1.2Branding Guidelines

PRC has a complex brand architecture. The umbrella brand is the Parenting Research Centre. Under the umbrella brand are products or programs with their own specific brand name and branding guidelines.

Documents that need PRC corporate branding

• internal and external documents with an official intent such as:

- reports, proposals, briefings, media materials

- promotional and communication materials

When to use PRC branding and templates:

• communicating to a stakeholder about PRC

• communicating to a stakeholder about a program that does not have other partners

• communicating to the public about PRC

When to use program branding and templates:

• communicating to the public about a program

• communicating to stakeholders about a program which has other partners

Always acknowledge PRC (and partners where relevant) when using program branding, and note all contract guidelines on branding.


Section 1:

Branding Guidelines


This decision-making tree can help you decide whether to apply PRC branding or program branding.

Stakeholder e.g. funder, partner

PRC Program

Yes No

PRC branding

Program branding, and acknowledge

PRC and/or partners

PRC branding

Who are you communicating to?

What are you communicating about?

Does the program have a partner?

Use this branding

Public e.g. parents, practitioner,

media

PRC Program

PRC branding

Program branding and acknowledge PRC

and/or partners


Section 1:

Branding Guidelines


Definitions for branding decision-making tree:

Partner: another organisation or individual that has been identified as a partner in a project or program (as opposed to a subcontractor or service provider).

Agency/provider: an organisation engaged by PRC to deliver a program or project to the public.

Funder: an organisation that funds PRC to carry out a project or program.

Stakeholder: A person, group, or organisation with a direct or indirect stake in PRC because it can affect or be affected by our actions. In the case of this style guide, stakeholders are funders, policy makers, current and potential partners, current and potential providers.

Public: the end users of a program, or the channels to reach the end users of a program. In the case of this style guide, the public are parents, practitioners and the media.

For more information, watch the PRC video on branding.

http://www.youtube.com/watch?v=fBL78gLYDQE

Section 2

Visual Identity Elements


Section 2:


2.1Logo

Our logo is the most visual reminder to the world about who we are and what we stand for. The PRC logo should be used on any documents originating from PRC or acknowledging PRC.

All logos will be available in the Branding Central section of the PRC Intranet.

Mono - Purple

Use for single colour (purple) printed work (stacked version is also available).

Inverse

Use this inverse version if you are setting the logo against a coloured (preferably corporate orange or purple) background. (stacked version is also available).

Landscape (Preferred Logo)

The preferred way to use our logo is the long version against a white background. This logo can be used in most documents.

Black and White

Use for black and white printed work. (stacked version is also available).

Stacked

Use this stacked version if you are designing a document that is tall and narrow.

http://sharepoint.parentingrc.org.au/workatprc/PRCStyleGuide/Branding%20Central%20wiki%20page.aspx


2.2Incorrect Use of Logo

The PRC logo may only be reproduced in the ways shown throughout this style manual.

These examples show ways in which the logo might be incorrectly reproduced, and are not acceptable at anytime.

Do not skew logo in any way.

Do not place logo against a dark or clashing background. Whenever possible, set it on white.

Do not recolour logo.

Do not use logo without ‘raising children well’ strapline.

Do not rotate logo in any way.

Section 2:



2.3 Logo Clearspace and Minimum Size

Minimum Size

The logo should be clearly visible and easily read in all of its applications.

The logo is never reproduced smaller than the sizes specified to the right, regardless of whether it is full or one colour, and either positive or negative.

Where there is any question of the quality of reproduction, the logo should be used at a larger size than the minimum size.

Clearspace

Clearspace is the minimum area around the logo that must remain free of any other graphic element or text.

Wherever possible, create more clearspace around the logo than the minimum specified. The minimum clearspace for the logo is determined by the p value taken from the cap height of the ‘P’ in the logo.

8mm

12mm

P

P

PP

PP

PP

P

Section 2:



2.4Colours

Primary Colours

This is the PRC purple and orange. Using these colours often in all our materials remind people that they are our colours. They can be used for backgrounds, headings, boxes, diagrams, lines and arrows.

Four Colour Process (CYMK) C 89 M 100 Y 0 K 0

Digital Applications (RGB) R 73 G 47 B 146

HEX (Web Safe) #492F92

50%Purple

Pantone® 267 C

Four Colour Process (CYMK) C 0 M 68 Y 100 K 0

Digital Applications (RGB) R 243 G 115 B 33 HEX (Web Safe) #F37321

50%OrangePantone® 1665 C

Secondary Colours

The PRC purple and PRC orange look nice next to these colours. So try to use these colours if you need more than purple and orange for your materials, and select images with these colours in them.

CYMK C 100 M 0 Y 0 K 0

RGB R 0 G 174 B 239

CYMK C 0 M 24 Y 94 K 0

RGB R 255 G 196 B 37

Blue Yellow

CYMK C 0 M 1 Y 0 K 51

RGB R 145 G 145 B 149

Grey

Section 2:



2.5 Logo Use in Partnerships

In multiple partnerships, give all parties equal emphasis unless stated in the contract or agreement. Ensure all logos on a page are of the same size with equal amount of clear space around each logo

If we are partnering with another organisation, we prefer the PRC logo to always be in the top right hand corner or bottom right hand corner for all materials, unless agreed to otherwise.

Partner Logo

Partner Logo

Top right positioning on page. Bottom right positioning on page.

Section 2:



Calibri BoldABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*)0123456789

2.6 Fonts for Everyday Documents

Section 2:


Calibri RegularABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*)0123456789


Marydale Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*)0123456789

2.6 Fonts for Designers

Section 2:


Frutiger LT Std Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*)0123456789

Section 3

Image and Illustration Guidelines


Section 3:


3.1Images

The use of photographs in all our materials, from PowerPoint presentations and websites to enewsletters and brochures, should reflect what we believe in:

• Getting to parents is the most effective way to get to children

• Good parenting comes in all shapes and sizes

• We work with and through professionals to reach parents and children

• We are a professional organisation

Acceptable types of images:

• Use images of parents and children doing real activities displaying real emotions – riding a bike together, reading a storybook together, doing tummy time or visiting the zoo.

• Be inclusive. Reflect the community PRC works with in your choice of photos, including families and children from a range of ethnic, age and social-economic backgrounds. Just not all in the same photo.

• Photographs should be like our corporate colours – energetic with vibrant colours and a solid focus.

• As much as possible, use images of parents and children, images of grandparents and images of practitioners and families.


3.1Images (continued)

Non acceptable types of images:

• We are not a Hallmark card company. Avoid clichés.

• We’re not a scrapbook either. Photos need to look professional, not like family snaps.

• Do not use clip art.

Section 3:



3.2‘Bridge’ Ilustration

The ‘bridge’ illustration is a tool used to describe PRC’s Knowledge Exchange and Implemetation Framework – a four phase approach that aims to bridge the knowledge-to-service gap, resulting in sustainable implementation of services to benefit the community.

The ‘bridge’ illustration can be inserted into presentations, reports or documents whenever we need to explain our Knowledge and Implementation Framework to an audience or individual. It must be accompanied by verbal or written description about what the illustration means so it can be understood in its appropriate context.

Section 3:


http://sharepoint.parentingrc.org.au/Branding%20Central/PRC_bridge%20illustration_FINAL.jpg