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TAFE WESTERN BRAND GUIDELINES Updated July 2012

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  • TAFE WESTERN BRAND GUIDELINES 1

    TAFE WESTERN BRAND GUIDELINES

    Updated July 2012

  • TAFE WESTERN BRAND GUIDELINES2

  • TAFE WESTERN BRAND GUIDELINES

    CoNTENTS

    2 Introduction to TAFE Western

    3 Overview

    5 Section 1 TAFE WESTErn brAnd mArk

    6 Brand mark

    7 Brand mark variants

    8 Clear space

    9 Minimum size

    10 Colour palette

    12 Typography

    14 Paper stocks

    17 Section 2 TAFE WESTErn viSuAlApplicATion

    18 TAFE Western visual application

    20 Headlines incomplete message

    22 Headlines completed message

    24 Completed headline library

    26 Tone of voice

    27 Imagery

    31 Section 3 TAFE WESTErn TEmplATES

    32 Templates

    34 Email Signatures

    35 Name badges

    36 Business cards

    37 Invitations

    39 Certificates/presenticates

    40 Headers with bleed

    41 Headers without bleed

    42 Course fact sheets with bleed

    43 Course fact sheets without bleed

    44 Course brochures

    46 Newsletters

    48 Course cards DL

    50 Promotional brochure DL 8 panel

    52 Promotional brochure DL 6 panel

    54 Presentation folders

    55 Ring binder cover and spine insert

    56 Advertising with hero image andheadline

    57 Advertising course

    58 Advertising expression of interest

    59 Advertising recruitment

    60 Banners

    63 Section 4 induSTry SpEciFic viSuAlApplicATion

    64 Industry specific visual application

    66 Imagery

    69 Section 5 induSTry SpEciFic TEmplATES

    70 Templates

    72 Course brochures

    74 Course fact sheets with bleed

    75 Banners

    76 Promotional brochure DL 6 panel

  • TAFE WESTERN BRAND GUIDELINES2

    Welcome to the brand guidelines for TAFE Western.

    The strategy behind our brand is to position TAFE Western as the relevant, up-to-date organisation we are.

    Our Strategic Directions 20092012 state, TAFE NSW Western Institute is committed to fostering social and economic development by providing innovative and relevant training aligned to job opportunities and community needs.

    Our brand is designed to emphasise this and reinforce that TAFE Western:

    changes peoples lives

    provides relevant and up-to-date training aligned to job opportunities and community needs

    contributes to social and economic development in Western NSW

    listens and responds with flexible solutions for individuals and businesses

    is developing e-learning technologies to increase its flexibility and delivery especially to remote locations

    is developing new infrastructure building, equipment and technology to improve training delivery.

    Our aim is to create consistency across all TAFE Western material. Included in this, is how we refer to ourselves. Excluding official correspondence, where we still use our full title, TAFE NSW Western Institute, we now refer to ourselves as TAFE Western. We still operate under the TAFE NSW umbrella, although we now have a unique identity and voice to reflect our unique market.

    Please remember, strength, confidence and clarity comes from consistent application of our brand.

    If clarification on usage or other applications is required please contact Metro Graphics Group on (02) 9565 5501 [email protected] or TAFE Western Promotion and Media Officer on (02) 6393 5930 [email protected]

    INTRoDUCTIoN To TAFE WESTERN

  • TAFE WESTERN BRAND GUIDELINES 3

    There are two visual styles used in all communications for TAFE Western. The TAFE Western brand and the industry specific.

    The primary aim of the TAFE Western brand is to inspire people to think about what they want out of life.

    The brand visual application comprises of photographs of real people overlaid with the beginning of a bold assertion (I want, I dream or I need) followed by a white space (message block).

    In generic promotional applications the message block is left unfilled (incomplete message) to encourage the audience to complete the sentence with their ownaspirations.

    In course specific material it is completed with a handwritten message in the voice of a potential student or business affiliate, creating headlines to suit different applications (complete message).

    Overall, this brand demonstrates the progressive, relevant, inspiring and personal attributes of TAFE Western.

    The industry specific style has been developed to extend the TAFE Western brand, yet connect with the look of the initial campaign material. This style is based on colour photos of students in their learning environment.

    The TAFE Western brand style is for use when promoting TAFE Western as a whole or for use on material relating to a specific course or industry. The industry specific style is only for use on material relating to a specific course or industry.

    When creating material relating to a specific course or industry the decision of whether to use the TAFE Western brand style or the industry specific style will depend on what you think is the most effective style for the item. Whether an item will make a bolder a statement by showing the profession or whether an abstract approach would be more inspirational.

    All logos, images, templates etc. are available for download from www.metrographics.com.au

    To access downloads a log-in and password is required.

    To receive a log-in and password contact Metro Graphics Group on (02) 9565 5501 [email protected] or TAFE Western Promotion and Media Officer on (02) 6393 5930 [email protected]

    ovERvIEW

  • TAFE WESTERN BRAND GUIDELINES4

  • TAFE WESTERN BRAND GUIDELINES 5

    Section 1 TAFE WESTERN

    BRAND mARk

  • TAFE WESTERN BRAND GUIDELINES6

    BRAND mARk

    The brand mark has been designed for use with the tagline Changing Lives.

    Some rules to follow:

    The brand mark should never be redrawn, rearranged or distorted.

    The elements that make up the brand mark have a fixed size and position and are not to be used separately. The relationship between the elements can not be altered.

    The brand mark should only ever be used in the colour variants available in this document.

    The brand mark should only ever be reproduced from the master artwork.

  • TAFE WESTERN BRAND GUIDELINES 7

    TW Changing Lives_CMYK.eps TW Changing Lives_CMYK_REV.eps TW Changing Lives_CMYK_REV-on black.eps

    TW Changing Lives_MONO.eps TW Changing Lives_MONO_REV.eps

    Full colour

    mono

    For use in full colour layouts on white or light backgrounds

    For use in full colour layouts on coloured backgrounds (background colour must be from TAFE Western colour palette)

    For use in full colour layouts on black backgrounds only.

    For use in mono layouts on white backgrounds

    For use in mono layouts on black backgrounds

    BRAND mARk vARIANTS

  • TAFE WESTERN BRAND GUIDELINES8

    CLEAR SpACE

    The TAFE Western brand mark requires clear space to give maximum impact.

    This area must be kept clear of other logos, graphics, text or the edge of a page.

    The minimum area of clear space is illustrated by the diagram below. The unit of measurement is the width of the letter A in the brand mark, at the size chosen for reproduction. This area is the minimum and should be increased where possible.

  • TAFE WESTERN BRAND GUIDELINES 9

    mINImUm SIzE

    To ensure maximum legibility of the brand mark two minimum sizes have been set.

    The TAFE Western brand mark must be reproduced no smaller than 18mm high.

    This size is the absolute minimum and should be increased wherever possible.

    18mm

  • TAFE WESTERN BRAND GUIDELINES10

    CoLoUR pALETTE

    It is preferred that all printed material is on uncoated stock and the primary colour palette has been chosen on this basis.

    When creating artwork for inhouse printing use the uncoated CMYK colour palette.

    A secondary colour palette has been supplied for use on coated stocks, plastics and other glossy applications.

  • TAFE WESTERN BRAND GUIDELINES 11

    Primary colour palette for use on uncoated stocks

    Yellow BlackGold Ochre Green Blue

    C 0 M 15 Y 75 K 0

    C 0 M 30 Y 100 K 0

    C 10 M 70 Y 100 K 0

    C 25 M 0 Y 80 K 5

    C 30 M 3 Y 0 K 10

    C 0 M 0 Y 0 K 100

    CMYK

    7404 U 130 U 173 U 583 U 644 U Black U

    PMS

    Secondary colour palette for use on coated stocks

    C 0 M 20 Y 65 K 0

    C 0 M 40 Y 100 K 0

    C 10 M 70 Y 100 K 0

    C 35 M 0 Y 85 K 10

    C 35 M 10 Y 0 K 10

    C 0 M 0 Y 0 K 100

    CMYK

    1225 C 144 C 173 C 583 C 644 C Black C

    PMS

    R 255 G 203 B 79

    R 233 G 131 B 0

    R 210 G 73 B 42

    R 168 G 180 B 0

    R 147 G 177 B 204

    R 30 G 30 B 30

    Colour palette for web use

    FFCB4F E98300 D2492A A8B400 93B1CC 000000

    Hexadecimal

    RGB

  • TAFE WESTERN BRAND GUIDELINES12

    TypoGRAphy

    Trebuchet Bold has been selected as our primary typeface. It is for use in the assertions (I want, I dream or I need) preceding the message block. It is also used throughout layouts for headings, subheadings and pull quotes.

    Journal is used for the handwritten type in the message block and is not to be used anywhere else.

    Helvetica Neue is used for body copy.

    Arial can be used when Helvetica Neue is not available.

  • TAFE WESTERN BRAND GUIDELINES 13

    Trebuchet Bold

    JournalHelvetica Neue Light Helvetica neue medium Helvetica Neue Bold

    Arial Regula