City of Yarra Family Youth and Children's Services Style Guide by Blick Publications

Style guide.

FYCS - CITY OF YARRA

Background.

The Family, Youth & Children’s Services (FYCS) provide a range of services to support families and children, as well as youth in the community of the City of Yarra.

A unique brand was required to help the community identify FYCS services within the City of Yarra. FYCS sought a consistent look with which to communicate and promote their diverse programs, activities and resources. Importantly this new brand had to sit well along side the existing City of Yarra logo - which holds long-standing equity within the community. As part of the brand creation focus groups were held with both FYCS staff and community members.

The brand strongly uses the element of a circle. The circle and warm orange colour is used to represent an approachable and welcoming service offering. People are invited in and are given a sense of belonging. The word ‘yarra’ is given emphasis to clearly connect this new brand with the City of Yarra name, giving it authenticity and trustworthiness.

The FYCS community is very diverse, filled with people from different cultures and all socioeconomic backgrounds. As such the graphic elements of the brand have been kept clean to appeal to this broad audience base.

This document aims to guide FYCS, the City of Yarra and external graphic designers on the appropriate use of the FYCS logos and style. Strong and consistent branding will help make the FYCS brand easily identifiable and increase positive community awareness. It will express the concepts of high standard and approachability in all communications, both to staff and customers.

Logo guidelines.

Primary logo

The City of Yarra Family, Youth and Children’s Services (FYCS) logo is made up of 4 key elements:

The overall circle which contains the text

Main word-mark ‘yarra’

Square full stop

Sub-text of ‘FAMILY, YOUTH & CHILDREN’S SERVICES’

These elements are always to be used together as shown and not altered in any way.

Alternative logo

When the logo is reversed out, the text elements are white or black, whilst the fullstop is in colour. The circular logo is NOT used if a reversed version of the logo is required.

Mono logo

When the logo is used in monotone all elements are either black or white and the circle is completely dropped.

White Black PMS 7417

White Black

Logo variation.

Colour variation

The primary logo is always the orange circle with the option of changing the colour of the full stop to any of the secondary colours.

The secondary colour palette has been used to add flexibility and excitement when needed. There are also three different text options depending on which service is being promoted; Family-, Youth- or Children’s Services.

Family, Youth & Children’s Services

Children’s Services

Services

Teal variation

Family

Yellow variation

Red variation

Grey variation

Steel variation

Alternative logo.

Alternative logo

When it is not possible to use a circle logo the alternate logo variation can be used instead. However here there is no option of using the secondary colour palette for the full stop.

Black Variation

White Variation

Colours.

Primary Colours

Orange

Spot Pantone 7417 C

CMYK 0 / 80 / 80 /0

RGB 220 / 80/ 52

HTML #dc5034

Black (Positive Logo)

Spot Pantone Process Black

CMYK 0 / 0 / 0 / 100

RGB 0 / 0 / 0

HTML #000000

White (Reversed Logo)

Spot White

CMYK 0 / 0 / 0 / 0

RGB 255 / 255 / 255

HTML #ffffff

Secondary Colours

Teal

Spot Pantone 3125

CMYK 89 / 0 / 20 / 0

RGB 00 / 178 / 202

HTML #00b0ca

Red

Spot Pantone 1797

CMYK 2 / 98 / 85 / 7

RGB 196/ 38 / 46

HTML #c4262e

Yellow

Spot Pantone 123

CMYK 0 / 21 / 88 / 0

RGB 253 / 200 / 47

HTML #fdc82f

Grey

Spot Pantone Cool Grey 3

CMYK 8 / 5 / 6 / 13

RGB 201 / 202 / 200

HTML #c9cac8

Steel

Spot Pantone 7545

CMYK 55 / 30/ 17 / 51

RGB 81 / 98 / 111

HTML #51626f

Logo size.

Clear Space

To maximise the visual impact of the FYCS logo, a ‘clearspace’ has been defined. The clearspace is the minimum area required around the logo which must stay clear of any other elements. Wherever possible use more than the minimum clear space shown.

The clearspace is defined by the height of the ‘a’ in ‘yarra’.

Minimum Size

To ensure the text and elements of the logo are always legible the logo should never be reproduced at a size small than the 12.5mm height as shown.

Misuse of Logo

No elements of the logo should be changed or altered in any way.

Moving elements

Distortion Colour change

Family, youth & children’s services

Logo Co-branding.

Often the FYCS logo will need to be displayed together with the City of Yarra logo. The following size and spacing relationships should be used.

The black City of Yarra logo is always to be used when co-branding is required. At a minimum one circle width should separate the two logos. The circle size is defined by the height of the ‘Y’ in ‘Yarra’ of the City of Yarra logo.

Horizontal relationship

Vertical relationship

The top of the City of Yarra logo lines up with the top of the FYCS circle as shown and the baseline of the ‘Children’s Services’ text alignes with the cap height of ‘Yarra’ in the City of Yarra logo.

For the alternative logo the ‘Family, Youth & Children’s Services’ lines up with the cap height of ‘Yarra’ in the City of Yarra logo.

Logo positioning.

Co-Branding Materials

Over Photograph

Typically the FYCS logo is positioned in the bottom right corner of the header image and slightly overlapping the image, while the City of Yarra logo is positioned in the bottom right corner.

Without Photograph

FYCS logo is positioned in the top left corner if there is no header image while the City of Yarra logos is positioned in the top right corner.

Poster title.

A4 Poster

A4 Letterhead

Fonts.

The font family of QANELAS forms the basis of the FYCS City of Yarra brand.

Qanelas is available in several weights. Black is used for headings. Bold is used for secondary headings and Medium is used for body copy, contact details etc. Bold and Medium are also often used together, where emphasis is needed. The condensed weights are not to be used. The Thin weight is also not used due to potential legibility issues.

QANELAS LIGHT