the uwa brand architecture guide. - digital section 1: brand identity and the brand in action 1.2...

THE UWA BRAND ARCHITECTURE GUIDE.November 2016

Contents

Section 1: Brand identity and the brand in action1.1 The logo today 00

1.2 Logo use 00

1.3 Logo applications 00

1.4 Colour palette 00

1.5 Typography 00

Section 2: The brand model2.1 Brand architecture 00

2.2 Decision tree 00

2.3 UWA parent (+ descriptor) 00

2.4 Endorsed - brand X UWA 00

2.5 Own - brand X 00

1 Brand identity and the brand in action

4

Section 1: Brand identity and the brand in action

Crest Typography

1.1 The logo today

The formal logo

The University of Western Australia logo has been designed to ensure the best reproduction and clarity across traditional and digital media. It consists of two visual components – the shield and the customised, slab serif ‘UWA’ typeface.

There are several versions of the logo so it is imperative that the correct version be used when designing any piece of brand or marketing collateral.

The formal logo (as demonstrated on the left) displays the full ‘The University of Western Australia’ name. It is to be applied in all formal applications or when used in international markets.

5


1.2 Logo use

Formal logo: Landscape

The logo variations demonstrated in this manual are the approved variants for The University of Western Australia visual identity. They are to be used across a variety of collateral including all print, press, digital and online materials.

The full colour logo is the preferred logo option and should be used whenever possible. If the full colour version cannot be used then the mono, reversed colour or reversed mono version of the visual identity are available for use. These variants are demonstrated above.

Landscape mono Landscape reverse colour Landscape reverse monoLandscape full colour

6


Portrait full colour Portrait mono Portrait reverse monoPortrait reverse colour

Formal logo: Portrait

The above logos are approved portrait designs for the formal UWA identity.

7


1.3 Logo applications

Minimum size

To preserve its visual integrity and readability, the logo may be reduced to no smaller than 28mm (landscape) and 19mm (portrait). It is the smallest at which, under normal reproduction standards, the detail of the logo can be maintained at an acceptable level of quality.

Logos are available in a range of formats, including eps, jpeg and png, to enable them to be used across a variety of media.

All variants of the logo may only be supplied and used as per the rules outlined in this toolkit and should never be re-created, amended or misused.

28 mm

Landscape Portrait

19 mm

Exclusion zone

The University of Western Australia logo should always sit within an ‘exclusion zone’ of clear space as demonstrated by the grid structure above. The grid structure is based upon the proportions of the logo (X) and should not be encroached upon in any way.

X

X

X

X

8


1.4 Colour palette

Primary colour palette

The following are approved colours for the UWA brand. They have been derived from the colours used in the UWA logo and should be applied as the most prominent colours in all applications. These colours must be used on the cover page of design layouts to establish the brand identity.

The colour blue represents knowledge and intellect, stability and integrity. Gold evokes the feeling of prestige and excellence, symbolising high quality and wisdom.

The full colour logo is the preferred logo option and should be used whenever possible.

Under no circumstances should the primary colour palette be amended or added to. This includes when used in all print, press, digital and online publications.

UWA blue UWA gold UWA silver

Pantone Solid Coated 287CC100 M90 Y0 K0R39 G52 B139Hex code #27348b

Pantone Solid Coated 110CC0 M20 Y100 K15R225 G182 B0Hex code #e2b600

Pantone Solid Coated Cool Gray 1CC0 M0 Y0 K10R236 G236 B236Hex code #ececec

Secondary colour palette

The secondary colour palette as demonstrated on the right should only be used after the primary colours have been established. Applications include internal layouts, promotional items or for approved brands that fall under the UWA parent brand.

Contact the Brand, Marketing and Recruitment Team for details regarding secondary colours.

Secondary colour palette

Pantone Solid Coated 2955CC100 M60 Y0 K50R0 G56 B105Hex code # 003869


Pantone Solid Coated 1665CC0 M80 Y100 K0R232 G78 B15Hex code #e84e0f

Pantone Solid Coated 669CC54 M69 Y0 K65R70 G46 B81Hex code # 462e51

Pantone Solid Coated 7420CC15 M95 Y48 K25R169 G34 B71Hex code #a92247

Pantone Solid Coated 7689CC80 M35 Y0 K0R20 G136 B202Hex code # 1488ca

Pantone Solid Coated 7741CC80 M30 Y100 K0R62 G134 B56Hex code # 3e8638

Pantone Solid Coated 144CC0 M48 Y100 K0R244 G151 B0Hex code #f49700


Pantone Solid Coated 1935CC6 M94 Y54 K0R222 G40 B81Hex code #de2851

Pantone Solid Coated 637CC65 M0 Y15 K0R72 G190 B216Hex code #48bed8

Pantone Solid Coated 367CC45 M5 Y90 K0R162 G192 B59Hex code # a2c03b

Pantone Solid Coated 7406CC0 M25 Y100 K0R253 G195 B0Hex code # fdc300

Pantone Solid Coated 7655CC25 M68 Y0 K0R196 G108 B169Hex code # c46ca9

Pantone Solid Coated 485CC0 M95 Y100 K0R228 G54 B34Hex code #e42313

9


Heading

Venisit experfe ribeatis?

» Illor simus maximus aut quia sundes aut voluptatur, experrorpor aspedit.

» Cum rest accum nonsequam laborrum am arci rem iurit que vercia volupidus

» Snditam eruntorem volorrore, tem labo

» Nim quias debissunt labo ullabo ribusap elendit omnia plaborro

» Quiasperunt ut faceptas adis sit aut lati odis qui que nis ut quas ero,pro et illenti dem aliquam volupta ped et ant

» Em essundiat aut ut ulluptas

Heading

» Illor simus maximus aut quia sundes aut voluptatu

» Cum rest accum nonsequam laborrum am arci rem iurit que



» Quiasperunt ut faceptas adis sit aut lati odis qui que nis ut quas

Heading

Or simin prepe coreic te doloreius esequo elluptatias rendaerum fugitas dolupta tiscidiam estiunt, sit, tendicium repedit iumquo verfercima quae consequo explatur, solorpassimin plabore perion et el laborepe prat.

SubheadingOptat aliquat endusaectiis estrum, simil errorepre, am quunt aces evel minienis pelecerferia comnim ullenis aute voleste mpellis ius qui ut eaque consed eum ut poreiunt alitatur.

SubheadingSimpore moluptatis dist, sed quas aut endit volorit volorem porestius aute et fugiattte non p as enimusamet et.

Investment analyst

Optat aliquat endusaectiis estrum, simil errorepre, am quunt aces evel minienis pelecerferia comnim ullenis aute voleste mpellis ius qui ut eaque consed eum ut poreiunt alitatur am?

SubheadingSimpore moluptatis dist, sed quas aut endit volorit volorem porestius autemo.rehenisi cone volupti ut ommo et fugiattte non p as enimusamet et.

Heading

Res volum faccusda suntotatem. Ut quid maioreptae. Ut aborest, temporr orrora cum lam num et quam facearciet omnimax imusam quo dolum resequa temperiatem facium incto ma am iu.

Heading



» Snditam eruntorem volorrore

0201

3 The University of Western Australia

02

Heading

Knowledge of business and commercial law will broaden your outlook and be vaulable ina range of business-related careers. It is also useful for students wishing to complete a postgraduate degree in law.

Heading






Heading

Or simin prepe coreic te doloreius esequo elluptatias rendaerum fugitas dolupta tiscidiam estiunt, sit, tendicium repedit iumquo verfercimat.

Clerk of courtOptat aliquat endusaectiis estrum, simil errorepre, am quunt aces evel minienis pelecerferia comnim ullenis aute voleste mpellis ius qui ut eaque consed eum ut poreiunt alitatur

SubheadingSimpore moluptatis dist, sed quas aut endit volorit volorem porestius autemo.rehenisi cone volupti ut ommo et fugiattte non p as enimusamet et.

SubheadingOptat aliquat endusaectiis estrum, simil errorepre, am quunt aces evel minienis pelecerferia comnim ullenis aute voleste mpellis ius qui ut eaque consed eum ut poreiunt alitatur am?

Heading


Heading



» Snditam eruntorem volorrore, tem labo ditam

What skills will you need?

» Illor simus maximus aut quia sundes aut voluptatur, experrorpor aspedit s aut quia sunde

» Cum rest accum nonsequam laborrum am arci rem iurit que vercia volupidus



» Quiasperunt ut faceptas adis sit aut lati odis qui que nis ut quas ero pro et illenti dem aliquam volupta ped et ant

Fast fact 1UWA is ranked 91st in the world by the internationally-recognised Academic Ranking of World Univerities.

website.uwa.edu.au 4

Portrait A4 brochure cover

Volorioratis re de lat magnTuatque con repel minusanto blabori

The University of Western Australia

Latem ne consed molup

Portrait A4 brochure spreads

10


Portrait 2 page template

Volorioratis re de lat magnTuatque con repel minusanto bl

Latem ne consed molup


Headline


Optat aliquat endusaectiis estrum, simil errorepre, am quunt aces evel minienis pelecerferia comnim ullenis aute voleste mpellis ius qui ut eaque consed eum ut poreiunt alitatur.




» Dolupta tiscidiam estiun plabore perion et el laborepe


Optat aliquat endusaectiis estrum, simil errorepre, am quunt aces evel minienis pelecerferia comnim ullenis aute voleste mpellis ius qui ut eaque consed eum ut poreiunt alitatur.

Simpore moluptatis dist, sed quas aut endit volorit volorem porestius aute et fugiattte non p as enimusamet et.

Information

Information

Minienis pelecerferia 1

Comnim ullenis aute 2

Voleste mpellis ius qui 4

Tt eaque consed eum 2

Poreiunt alitatu 8

Information

Ainienis pelecerferia 8

Domnim ullenis aute 1


Treaque consed eum 2


Minienis pelecerferia 1

Comnim ullenis aute 7

Information

Pinienis pelecerferia 8

Tomnim ullenis aute 1

Domnim ullenis aute 2


Information Ihit am autatur hilitis id

The University of Western Australia

Sa dolori offictur, untem sectota ped etur? Sendam id quo tesequiasit exereped es eatecates eatus el min dunt quiasit.

CRICOS Provider Code: 00126G UniPrint 00000

The University of Western AustraliaM000, 35 Stirling HighwayPerth WA 6009Tel: +61 8 6488 0000Fax: +61 8 6488 0000Email: [email protected]

Headline

Simpore moluptatis dist, sed quas aut endit volorit volorem porestius autemo.rehenisi cone volupti ut ommo et fugiattte non pas enimusamet et.

SubheadingOptat aliquat endusaectiis estrum, simil errorepre, am quunt aces evel minienis pelecerferia comnim ullenis aute voleste mpellis ius qui ut eaque consed eum ut poreiunt.

SubheadingSimpore moluptatis dist, sed quas aut endit volorit volorem porestius autemo.rehenisi cone volupti ut ommo et fugi.

SubheadingOptat aliquat endusaectiis estrum, simil errorepre, am quunt aces evel minienis pelecerferia comnim ullenis facearciet omnimax imusam quo dolum resequa temium incto ma am iu.

Headline


Orrora cum lam num et quam facearciet omnimax imusam quo dolum resequa temperiatem facium incto ma am iu.

Headline



» Snditam eruntorem volorrore, tem

» Res volum faccusda suntotatem labo ditam

Headline






Headline

Or simin prepe coreic te doloreius esequo elluptatias rendaerum fugitas dolupta tiscidiam estiunt, sit, tendicium repedit iumquo verfercimat.

Optat aliquat endusaectiis estrum, simil errorepre, am quunt aces evel minienis pelecerferia comnim ullenis aute voleste mpellis ius qui ut eaque consed eum ut poreiunt alitatur. G facearciet omnimax imusam quo dolum resequa temperiatem facium incto ma am iu.

11


1.5 Typography

The bespoke UWA font

One of the key visual components to The University of Western Australia brand is the bespoke UWA typeface. The slab serif typeface is strong and grounded in its visual style, yet interesting and dynamic in its form.

UWA Regular

The font styles displayed above have been custom designed for the brand mark and should be used in descriptor logos, as well as headlines used throughout all of UWA’s marketing and design collateral. This font should, in no way, be used, applied, distributed or shared for any other application.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmno pqrstuvwxyz 1234567890?()“$%

2The brand model

13

Section 2: The brand model

2.1 Brand architecture

On the right, it demonstrates how the parent brand is broken down into the three types of logos:

1. UWA parent (+ descriptor)

This is for products and services that need some degree of individuality but also rely heavily on our parent brand for credibility.

Below is a list for the descriptor version of the logo which are either eligible or not.

Eligible areas are:

- Faculty

- Centre

- Institute

Not eligible are:- Groups within a faculty, centre or institute

- A School within a faculty- Specific research programs

- Departments within the University i.e. Brand, Marketing & Recruitment, Development & Alumni Relations, Finance, Human Resources

The ineligible ones must use the relevant faculty/school/centre/institute descriptor logo or the full University logo only.

100% UWA funding

A hybrid branded house

0% UWA funding

Brand hierarchy diagram

Own - brandPerth USAsia Centre

Endorsed - brand x UWAUniversity Hall

McCusker Centre for Citizenship

Parent brand

UWA parent (+ descriptor)Faculty of Arts, Business and Law

Faculty of Science

Faculty of Health and Medical Science

Faculty of Engineering and Math Sciences

Convocation

Cultural Precinct

UWA parent ( + descriptor) Endorsed – brand X UWA Own – brand X

14


Do you need a logo?

It is more than likely that you already have a logo you can use in the current architecture.

Because of its wide recognition, the University logo will do the best job of building reputation for any entity associated with it. Your group or organisation will generally not need its own separate logo, especially for the University’s official documents.

However, it is envisaged that there may be occasions where new brands will need to be developed.

As such, the following procedures are to be followed to determine if a new brand is needed:

- Brand assessment questions

- Decision tree

- Exemption process

Step 1 Evaluation – does it qualify as a brand?

1. Does the entity, product or service represent a significant specialised or new area that cannot survive without anindividual identity?

2. Does it have a distinct physical presence that must be identified individually?

3. Is it a significant stand-alone entity that will have more credibility from owning an individual identity?

If you don’t answer YES to any of these questions, it is part of the parent brand.

Step 2 The decision tree: 4 key questions

Question 1: brand equity– Does this entity, product or service borrow

from the UWA brand equity and is it 100% funded by UWA?

– Does UWA own or operate it?

– Will brand linkage help build UWA brand equity?

– Will the UWA brand equity support this venture or offering?

If it belongs to UWA it should be reflected in the branding.

Question 2: categoryIs this entity, product or service free of direct competition from dedicated brands?

– Are we free of a convention of discrete brands in this category?

– Can this entity compete well without needing its own brand identity?

We should only consider new branding if there is a compelling need to uniquely identify the entity.

Question 3: controlDoes UWA have control over the customer experience?

If not, any negative experience could detract from the parent brand.

Question 3: credibilityDoes UWA already have relevant credibility in this specific area?

A high or low level of existing credibility will determine the branding level.

2.2 Decision tree

The diagrams on the next 3 pages will show how to determine what type of logos to use.

2. Endorsed - brand X UWA

This is for areas that need a strong UWA underpinning but for which there is a fundamental need for the individual project benefits to lead the marketing.

3. Own - brand X

This is for areas which have their own purpose and are and are not funded by the University.

15


UWA parent ( + descriptor)


Endorsed – brand X UWA



High

High

Low

Low

Yes

No

No

No

No

1. EquityDoes this entity, product or service borrow from the UWA brand equity and is it 100% funded by UWA?

2. CategoryIs this entity, product or service free of direct competition from dedicated brands?

4. CredibilityDoes UWA already have relevant credibility in this specific area?

Outcome

Low

Yes

Yes

Yes

High

3. ControlDoes UWA have control over the Customer experience?

Own – brand X

Own – brand X

16







High

High

Low

No

No

No




Outcome

Low

Yes

Yes

Yes

High


Own – brand X

Own – brand X

No

Yes

Low

17







High

High

Low

No

No




Outcome

Low

Yes

Yes

Yes

High


Own – brand X

Own – brand X

Low

Yes

No

No

18


2.3 UWA parent (+ descriptor)

A descriptor is a logo lock-up which uses the UWA logo and a title of an area within the University which is able to have a means of identifying themselves within the University hierarchy.

Landscape logo: the descriptor will always sit to the right of the parent brand. A blue vertical line will separate the two. Blue text should always be used for the descriptor name.

Portrait logo: the descriptor will always sit under the parent brand, separated by a blue horizontal line. Blue text should always be used for the descriptor name.

It is important the formal UWA logo is the primary logo when used with the descriptor.

There is a landscape and portrait version of these logos. The landscape version is the preferred.

Landscape Portrait Landscape Portrait

Health andMedical Science

Engineering andMaths Sciences

Child and AdolescentPsychiatry,

Psychosomatics and Psychotherapy

Convocation

19


Equal spacingx x

y

y

Equal spacingx x

y

yThe space between the formal UWA logo, vertical or horizontal line and the descriptor will always have equal spacing (x).

The descriptor is either one, two or three lines and will always be centred vertically or horizontally (y).

If the descriptor is one line, the font size will be the same height of the upper case ‘N’ in the word ‘WESTERN’.

If the descriptor is three lines, the font size will be the same height of the upper case ‘F’ in the word ‘OF’. The descriptor should never be longer than can be incorporated within three lines.

The font used for the descriptor will be UWA Regular and in the UWA blue.

Equal spacingx x

y

y

Equal spacing

xx

yy

Equal spacing

xx

yy

Equal spacing

xx

yy

Child and AdolescentPsychiatry,

Psychosomatics and Psychotherapy

20


Minimum size

28 mm 18 mm

Exclusion zone

X

X

To preserve its visual integrity and readability, the UWA logo may be reduced to no smaller than 28mm (landscape) and 19mm (portrait).

The endorsed brand identity lock up should always sit within an ‘exclusion zone’ of clear space as demonstrated. The grid structure is based upon the proportions of the UWA logo (x) and should not be encroached upon in any way.

Minimum size

19 mm

Exclusion zone

X

X

X

X

21


Portrait template Landscape template

Restricted space portrait template

22


2.4. Endorsed - brand X UWA

The same grid structure as the UWA parent brand will be applied.

Landscape logo: the endorsed brand will always sit to the right of the UWA logo as it is the primary logo that has been endorsed by the university.

Portrait logo: the endorsed brand will sit under the UWA logo.

The same divider line has been applied to both descriptor logos.

Endorsed brands should use the corporate UWA typeface and the UWA blue to bring it more in-line with the UWA brand. The font size is the same as the parent brand to keep it consistent. No bigger than the ‘N’ in ‘WESTERN’ and no smaller than the ‘F’ in ‘OF’.

Landscape Portrait

23


The space between the formal UWA logo, vertical or horizontal line and the endorsed brand will always have equal spacing (x).

The endorsed brand will always be centred with equal spacing vertically or horizontally (y). In this case, the University Hall logo is the same width of the UWA logo.

To preserve its visual integrity and readability, the UWA logo may be reduced to no smaller than 28mm (landscape) and 19mm (portrait).

The endorsed brand identity lock up should always sit within an ‘exclusion zone’ of clear space as demonstrated. The grid structure is based upon the proportions of the UWA logo (x) and should not be encroached upon in any way.

All the rules listed for the University Hall brand are exactly the same for endorsed brands

Equal spacingx x

y

y

Minimum size

28 mm 20.5 mm

Exclusion zone

X

X

X

X

Minimum size

19 mm

Exclusion zone

X

X

X

X

Equal spacing

xx

24


Portrait template Landscape template

Square template

Title Firstname SurnameJob Title

Faculty of / Centre forSchool of / Faculty ofPerth WA 6009 AustraliaT +61 8 6488 0000 • M 0000 000 000E [email protected]

Business card

25


2.5 Own - brand X

When companies with their own brand need to be used with the UWA logo, they should always abide by the rules that are stated in this brand manual.

28 mm

X

X

X

X

The logo may be reduced to no smaller than 28mm (landscape) and 19mm (portrait).

The UWA logo should always sit within an ‘exclusion zone’ of clear space as demonstrated by the grid structure above. The grid structure is based upon the proportions of the logo (X) and should not be encroached upon in any way.

the uwa brand architecture guide. - digital section 1: brand identity and the brand in action 1.2...

Documents