Issuu

Brand Guidelines

Final | Current at July 2024

Who is Community Based Support?

We are a Tasmanian, not for profit organisation that supports vulnerable people in our communities (people with disability, older people, and carers). Our main aim is to support our clients to live the life they choose in the place they love. We put our clients at the centre of all that we do, supporting them to live independently, whilst maintaining dignity and control of their own lives.

We are a well-established organisation that has over 35 years’ experience in delivering high quality services that meet, and exceed, clients’ needs.

Tagline

Live the life you choose in the place you love

Why we exist

To maximise client independence

Vision

Your life, your choice, our focus

Mission

We create a safe, positive and supportive environment that enables and empowers people to have choice and real control in their lives

Our Values Quality

• We make our services enrich our clients lives.

• We do that bit extra in everything we do.

• We invest in developing our people.

Respect

• We share our best selves in every interaction.

• We commit to safe and inclusive ways of working.

• We listen and respond with kindness and empathy.

Collaboration

• We build relationships to create connection and belonging.

• We work together to find the best way forward.

• We are open to others’ ideas and perspectives.

Accountability

• We see it, we own it, and we will do it.

• We invite feedback to improve outcomes.

• We do our best and learn from our experiences.

Our brand

What is a ‘brand’ and why is it important to Community Based Support?

A brand is the perception held by people about a business, its customer service, its logo, its reputation, its advertising and its personality. It is built upon every interaction that a business has with people, whether they are its customers or not. A good, strong brand gives a business credibility and increases the level of confidence people have in it.

This in turns assists the business to grow and thrive. It also assists in cementing the name of the business in a person’s mind so when they decide to make a purchase, that brand is one of the first that a person recalls. It also provides employees with direction, motivation and a sense of pride in their workplace. In order for Community Based Support (CBS) to thrive and grow in the current and future aged care and disability marketplaces, it is imperative that our brand is strong, consistent and good.

What

a style guide?

A style guide is a document that contains rules and guidelines so that a company maintains consistency in conveying brand personality through graphics, language, voice and tone.

Why a style guide:

Consistency is key to communicating effectively, so this guide will help to keep everyone on the same page.

The guide covers visual aspects like colours, photography and typography. It also guides messaging aspects such as language, voice and tone.

Consistency of brand messaging can be compromised if guidelines aren’t followed.

This guide seeks to:

• Keep tone, voice and messaging consistent

• Keep the use of logos, colours, fonts and images consistent

• Help maintain quality and a recognised brand identity.

Our audience

CBS key audiences include:

• people over 65

• people living with disability

• people under 65 living with mental ill-health

• family, friends and carers as key influencers

• Coordinators of Support, Local Area Coordinators

• Aged Care Assesment Teams

Our communication goals are:

• To make it easy to understand what programs and services CBS offers and how to make the most of them.

• To treat our audience with respect and communicate in a friendly and helpful way. We don’t market at them.

• To be considerate and inclusive. Our audience may be experiencing distress as they navigate big changes in their lives – our job is to make this easier for them.

So that we can achieve these goals:

We speak plainly

We communicate clearly using simple words and sentences.

We are helpful

We make sure the information we are providing is useful. We tell people what they want to know, not just what we want to tell them.

We are genuine

We are friendly, warm and relatable.

We are caring

We understand the stress many of our customers are experiencing and we treat them with empathy and respect.

We are adaptable

We adapt our tone to suit the situation, who we are writing to and what we are writing about. We consider the audience’s state of mind.

If you are ever in doubt, please contact the marketing team for advice.

Positive, inclusive language

State and federal legislation make it unlawful to discriminate against people on the basis of their sex, marital status, sexuality, pregnancy, race, national or ethnic origins, disability, age and religion.

Sometimes bias is expressed unconsciously, and this can have the impact of reinforcing bias. We strive to avoid this as it can cause humiliation and offense.

Always use language that is culturally appropriate and respectful of the diversity of Australia’s peoples.

Avoid irrelevant gender or sexual orientation descriptions, such as the female doctor, the lady coordinator or the homosexual manager.

Use ‘executive’ instead of businessman.

Use the term Australian for all groups of people who live permanently in Australia. If it is important to specify the descent or ethnicity of a person or group, use Jewish Australians or Vietnamese-born Australians.

Language and disability

Describing people with disabilities in a way that emphasises their disability over their individuality has the effect of depersonalising and presenting all people who have a disability as a homogenous group. If it is necessary to draw attention to the person’s disability, then place the person first in a description. The focus needs to be on the person, not the disability.

Language and age

Where reference to a person’s age is necessary, then the language should reflect the humanity and individuality of people. Terms sometimes used to refer to older people such as ‘the elderly’, ‘the old’, ‘the aged’ imply that older people are a homogenous group thereby failing to recognise a person’s individuality.

Language and gender

Inclusive language conveys gender equality and is gender neutral. Respect peoples’ preferences around gender and sexual identity with pronoun choice, job titles and personal titles.

Please find language examples in the following tables overleaf.

Language and disability table

Appropriate Inappropriate

People with disabilities/ staff or students with disabilities

People who are blind/ people with visual impairment

People who are deaf, people who are hard of hearing

The disabled/ handicapped/physically challenged/incapacitated

The blind/ visually impaired

The deaf, hearing impaired

Person with epilepsy Epileptic

Person who uses a wheelchair/wheelchair user

Person with intellectual disabilities/person with learning difficulties

Wheelchair bound/ confined to a wheelchair

Mentally handicapped/ retarded

A person with cerebral palsy Spastic

People without a disability

Normal, able bodies

Universal access toilets Disabled toilets

Language and age table

Appropriate Inappropriate

Senior adults, older adults, mature aged

The old, the aged, geriatric, senile. frail

Young people, younger person and children Kids, girls, boys

Our logo

The Community Based Support logo is an important part of our overall brand identity. In a printed format, it is the most important element of our visual identity. It was designed to communicate our ideas about our support services. The three dynamic people represent a service whereby the person in the centre is well supported by the people around them. It is friendly, fun, energetic, inclusive, timeless, non-gender specific and non-age specific.

The horizontal Community Based Support logo, is our primary logo, and it should be used on white or navy backgrounds when possible.

When printing on black or very dark colours, the white logo is preferred.

There must always be a strong contrast and clear space around the Community Based Support logo.

Primary logo (horizontal)

Primary mono logo (horizontal)

Secondary logo (vertical)

Secondary mono logo (vertical)

Our logo

Exclusion zone

The logo’s exclusion zone is equal to the height of the letter ‘y’ in Community.

Logo misuse

It is important that the appearance of the logo remains consistent.

The logo should not be misinterpreted, modified, or added to. No attempt should be made to alter the logo in any way. Its orientation, colour and composition should remain as indicated in this document – there are no exceptions.

Minimum size

Establishing a minimum size ensures that the impact and legibility of the logo is not compromised in application.

35mm/132pxl The Community Based Support logo should never be smaller than 132px in digital or 35mm in print. Do not apply a gradient to the logo

not change the colour of the logo

Values lockup

QUALITY RESPECT COLLABORATION ACCOUNTABILITY

Our colours

Hero colour

Hero colour (tint)

Disabilities Aged care

PMS 2945C

CMYK 99/74/21/5

RGB 0/81/137

HEX #005189

PMS 106-1C

CMYK 9/3/2/0

RGB 229/237/243

HEX #e5edf3

PMS 7480

CMYK 77/0/77/0

RGB 27/180/111

HEX #1bb46f

Colour palette

• PMS for printed artwork and embroidery.

• CMYK is used for all digitally printed artwork.

• RGB is used for web, email and PowerPoint.

• HEX is used for web and email.

10% tint is used for backgrounds of text boxes on CBS website/Connect newsletter/In the Loop,brochures etc

PMS 526

CMYK 67/9/1/0

RGB 114/59/150

HEX #723b96

Social hubs Tints

Your home and garden

PMS 2398

CMYK 74/1/35/0

RGB 0/185/181

HEX #00b9b5

PMS 7672

CMYK 88/91/1/0

RGB 70/60/151

HEX #463c97

Our imagery

Imagery featuring our clients taking part in activities, outings or portraits from individual stories.

Staff imagery from featured stories, meetings, office events, social workers with clients.

Include descriptive text explaining usage of imagery, permission requirements etc.

Preference of CBS produced imagery over purchased stock images.

Our fonts

Avenir Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

abcdefghijklmnopqrstuvwxyz1234567890

Avenir Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

abcdefghijklmnopqrstuvwxyz1234567890

Avenir Heavy

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

abcdefghijklmnopqrstuvwxyz1234567890

Avenir Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

abcdefghijklmnopqrstuvwxyz1234567890

Avenir is the font type used for all consumer facing mediums including the website, brochures, fact sheets and activity booklets. It has been selected as it is one of the most versatile typefaces for clear and legible body text and provides a sensible unfussy look. It comes in many different weights and styles.

Body copy

Avenir Book: Font size 12pt/14pt

Body copy bold

Avenir Heavy: Font size 12pt/14pt

Subheading

Avenir Black: Font size 14pt/16pt

Heading

Avenir Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

abcdefghijklmnopqrstuvwxyz1234567890

Use Avenir Medium when copy is reversed out of a dark background and as subtle bolding within body copy

Avenir Black: Font size

Design elements

Colour combinations

Any combinations using our colour palette

White stroke at 0.5pt

Newsletters and Communications

Presentation Template

Headline here

Presentation title here

Section break heading here

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