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Style Guide


Contents

Using this Style Guide

Overview 3 Logo Configurations

4

Sub-theme Configurations

5

Colour Variations

6

Minimum Clear Space

8

Minimum Size

9

Placement & Margin

10

Incorrect Usage

12

Colour Palette

13

Typography

14

Usage

15

Graphic Elements

16

Language

18

Bringing it all together

19

Contacts

31

Welcome to the Red Cross Centenary style guide. This guide covers the correct use of the logos, colour palette and typography for the Centenary. The standards outlined apply to all communications including but not limited to publications, advertising, print, digital, signage and promotional items. If you need to use the Centenary logo or any associated elements in a manner not shown in this style guide it must be approved by the Australian Red Cross brand team. This document should also be used in conjunction with the Red Cross Style Guide, Edition 2.


Overview Australian Red Cross celebrates its centenary year in 2014. The organisation began as the Australian Branch of the British Red Cross Society on 13 August 1914 at Government House, Melbourne, nine days after the outbreak of World War I. This is an important milestone in Australian Red Cross’ organisational history and development; the celebrations to mark this anniversary provide an opportunity to thank all Australians for their contributions to the first one hundred years of Red Cross in Australia and to lead legacy projects of enduring community benefit for the next one hundred years. To support our centenary, specific logos, templates and materials have been designed. This style guide explains how to use these logos correctly.

Page 3 Overview

Australian Red Cross 100 years Style Guide


Logo configurations Centenary logo (horizontal)

The Red Cross Centenary logo is shown here in both horizontal and stacked formats.

Centenary logo (vertical)

Page 4 Logo configurations

Australian Red Cross 100 years Style Guide


OF VOLUNTEERING OF VOLUNTEERING OF VOLUNTEERING

Sub-theme configurations

IN LOCAL COMMUNITIES IN LOCAL COMMUNITIES IN LOCAL COMMUNITIES

Eight sub-themes have been developed to be used throughout the Centenary to acknowledge the breadth of work Red Cross does. These sub-theme logos are listed here. The same overarching look and feel and logo rules apply to the sub-theme logos as the master logo. Please note, the master centenary logo should be used as the default logo at all times, however one of the sub-themes may be better suited to a specific event eg. 100 years of volunteering would be appropriate at an event thanking volunteers.

DISASTER RELIEF

OF RECONNECTING FAMILIES

DISASTER RELIEF

OF RECONNECTING FAMILIES

DISASTER RELIEF

OF RECONNECTING FAMILIES

DISASTER RELIEF CARING IN TIMES OF CRISIS

OF SUPPORTING OUR ANZACS

CARING IN TIMES OF CRISIS

OF SUPPORTING OUR ANZACS

CARING IN TIMES OF CRISIS

OF SUPPORTING OUR ANZACS

CARING IN TIMES OF CRISIS OF VOLUNTEERING

OF PROTECTING PEOPLE IN WAR

OF VOLUNTEERING

OF PROTECTING PEOPLE IN WAR

OF VOLUNTEERING

OF PROTECTING PEOPLE IN WAR

OF VOLUNTEERING IN LOCAL COMMUNITIES IN LOCAL COMMUNITIES IN LOCAL COMMUNITIES IN LOCAL COMMUNITIES

BUILDING HEALTHY COMMUNITIES

OF RECONNECTING FAMILIES OF RECONNECTING FAMILIES OF RECONNECTING FAMILIES OF RECONNECTING FAMILIES OF SUPPORTING OUR ANZACS

Page 5 Sub-theme configurations

OF SUPPORTING OUR ANZACS OF SUPPORTING OUR ANZACS OF SUPPORTING OUR ANZACS

Australian Red Cross 100 years Style Guide


Colour variations The Red Cross Centenary logo has four colour variations, full colour and mono (100% black). Shown here is full colour and mono. The mono version should only be used when full colour presentation is not available.

Colour

Mono

Page 6 Colour variations

Australian Red Cross 100 years Style Guide


Colour variations The Red Cross Centenary logo has four colour variations, full colour and mono (100% black). Shown here is reversed and white.

Reversed

White

Page 7 Colour variations

Australian Red Cross 100 years Style Guide


Minimum clear space Clear space is measured by the height of one arm of the cross. Nothing should enter that space.

Page 8 Minimum clear space

Australian Red Cross 100 years Style Guide


10mm

>

>

The minimum size of the Red Cross Centenary logo is measured by the height of the cross. Our logo’s minimum size is 10mm. Always maintain the minimum logo size to ensure word mark and positioning statement are legible.

>

Minimum size

10mm

>

Page 9 Minimum size

Australian Red Cross 100 years Style Guide


Placement and margin Master The Centenary logo should always be positioned against the bottom right margin. Margin size increases as the media size increases. See table below. Media size

Margin

DL

8mm

A5

8mm

A4

8mm

A3

12mm

A2

16mm

A1

20mm

Page 10 Placement & margin

Australian Red Cross 100 years Style Guide


Placement and margin Digital When using digitally, the logo should always be positioned top left.

Page 11 Placement & margin

Australian Red Cross 100 years Style Guide


Incorrect usage Here are some examples of incorrect logo usage. They are inconsistent with our brand.

Page 12 Incorrect usage

û Colours must not be changed

Elements within the logo must not be û altered in any way

The logo must never appear completely û reversed out (completely white)

circular space within the logo must always û beThewhite

û Elements must not be removed from the logo

The logo must not be squashed, stretched or û distorted in any way

Australian Red Cross 100 years Style Guide


Colour palette To ensure consistency, colours should always utilise the appropriate values shown here.

Name Pantone CMYK RGB Web (HTML)

Pantone (PMS) is a popular colour matching system used by the printing industry to print spot colours. This assures that you get the right colour when the file is printed, even though it may look different when displayed on a monitor.

Black

PMS Pro. Black

C0 M0 Y0 K100

R30 G30 B30

#1E1E1E

Cross Red

PMS 485

C0 M93 Y95 K0

R213 G43 B30

#D52B1E

Purple

PMS 2415

C39 M100 Y0 K7

R146 G0 B117

#920075

Yellow

PMS 397

C10 M1 Y98 K15

R193 G187 B0

#C1BB00

Orange

PMS 158

C0 M64 Y95 K0

R227 G114 B34 #E37222

C35 M37 Y92 K7

R132 G114 B72 #A58F3C

CMYK (Cyan-Magenta-Yellow-Black) is a formula for mixing colours in four-colour printing. RGB (Red-Green-Blue) indicates the mix for on-screen uses like PowerPoint. To use the correct colour palette in Word or PowerPoint, select font colour, custom and add the values from the chart.

Gold N/A

Web (HTML) colours are generated by the coding of the web page. Colours can be produced for a number of page elements using the colour names.

Page 13 Colour palette

Australian Red Cross 100 years Style Guide


Typography The Red Cross Centenary typeface is Calibri.

Calibri Regular

This typeface is to be used for all external and internal applications including print material, stationery, signage, merchandise, electronic media and word processing.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Calibri Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Calibri Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Calibri Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Page 14 Typography

Australian Red Cross 100 years Style Guide


Usage Considered typographic layout not only enhances the legibility of the content presented but also acts as a design element in itself. Large clear headings surrounded by ample space, followed by smaller sub-headings, act as a clear marker to the content that follows. The use of consistent spacing and heading sizes throughout a document create repetitive reference points for the eye to follow. Variation in heading size should be kept to a necessary minimum. The minimum accepted body copy size is 11pt. This is to ensure ease of legibility for a variety of age groups and reading abilities.

Headings – Calibri Bold Sub-headings – Calibri Body copy – Calibri Lorem ipsum dolor sit amet, consectetur adipiscing elit. In leo odio, accumsan varius suscipit at, imperdiet nec urna. Morbi eget metus id nisi tincidunt condimentum et at justo. Donec blandit felis in nulla malesuada eu interdum ipsum bibendum. Praesent sed euismod erat. In bibendum nulla ut sem accumsan tincidunt. Aliquam quam odio, tincidunt id commodo eget, eleifend eget tellus. Donec nec purus lorem. Pellentesque eget lacus sit amet tortor laoreet dignissim nec nec.

Captions – Calibri Italic 9pt

Simplicity and clarity are the key.

Page 15 Usage

Australian Red Cross 100 years Style Guide


Graphic elements 100 years graphic device This graphic device is a key element of the Centenary ‘look and feel’ to ensure consistency in all marketing elements created for 2014. This device uses three colours from the secondary colour palette of our corporate style guide, plus a gold colour for use in headers and footers of printed materials. No other colours are to be used for this device.

Page 16 Graphic elements

Australian Red Cross 100 years Style Guide


Graphic elements Timeline The timeline graphic device depicts 10 decades of the Centenary commencing with the year that Red Cross was established in Australia. The colour of timeline must match the hero colour on the artwork. Timeline can be reversed. Highlighted decade or timeline to match imagery or story of communication piece where possible. Where this is not known, no decade is to be highlighted.

Page 17 Graphic elements

1914 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2014

1914 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2014

1914 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2014

Australian Red Cross 100 years Style Guide


Language Common Text To ensure we all speak with a consistent, clear voice about the Centenary celebrations, some common text (long and short versions) has been created for your use. The common text can be found on the brand toolbox.

Long version

Short version

Headline Be part of the great Australian story

Headline Be part of the great Australian story

Copy As part of the world’s largest humanitarian movement, Red Cross has helped the most vulnerable people in Australia for 100 years.

Copy As part of the world’s largest humanitarian movement, Red Cross has been part of the fabric of Australian life for 100 years - whether it’s our immediate response to natural disasters or our everyday work to support the most vulnerable people in crisis.

With a proud history of neutrality and impartiality, we have been part of the fabric of Australian life - whether it’s our immediate response to natural disasters or our everyday work to support the most vulnerable people in crisis. As a past, current or next generation supporter, you can help shape this great Australian story of people helping people to mobilise the power of humanity for the next 100 years.

As a past, current or next generation supporter, you can shape the next chapters of this great Australian story of people helping people for the next 100 years. To find out more about the many ways to support Red Cross, visit redcross.org.au/ centenary

To find out more about the many ways to support Red Cross, visit redcross.org.au/ centenary

Page 18 Language

Australian Red Cross 100 years Style Guide


Bringing it all together Examples of templates

A4 Poster

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder. Members should contact the Brand team for further assistance. Please email brand@redcross.org.au

Page 19 Bringing it all together

Australian Red Cross 100 years Style Guide


Bringing it all together Examples of templates

A4 Poster

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder. Members should contact the Brand team for further assistance. Please email brand@redcross.org.au

Page 20 Bringing it all together

Australian Red Cross 100 years Style Guide


Bringing it all together Examples of templates

A4 Poster

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder. Members should contact the Brand team for further assistance. Please email brand@redcross.org.au

Page 21 Bringing it all together

Australian Red Cross 100 years Style Guide


Bringing it all together Examples of templates

A4 Poster

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder. Members should contact the Brand team for further assistance. Please email brand@redcross.org.au

Page 22 Bringing it all together

Australian Red Cross 100 years Style Guide


Bringing it all together Examples of templates

A4 Poster

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder. Members should contact the Brand team for further assistance. Please email brand@redcross.org.au

Page 23 Bringing it all together

Australian Red Cross 100 years Style Guide


Bringing it all together Examples of templates

A4 Poster

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder. Members should contact the Brand team for further assistance. Please email brand@redcross.org.au

Page 24 Bringing it all together

Australian Red Cross 100 years Style Guide


Bringing it all together Examples of templates

DL Event Invitation

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder.

1914 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2014

Members should contact the Brand team for further assistance. Please email brand@redcross.org.au

Come and be a part of the great Australian story

Page 25 Bringing it all together

Australian Red Cross 100 years Style Guide


Bringing it all together Examples of templates

DL Event Invitation

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder.

1914 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2014

Members should contact the Brand team for further assistance. Please email brand@redcross.org.au

Come and be a part of the great Australian story

Page 26 Bringing it all together

Australian Red Cross 100 years Style Guide


Bringing it all together Examples of templates

DL Event Invitation

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder. Members should contact the Brand team for further assistance. Please email brand@redcross.org.au

Page 27 Bringing it all together

Australian Red Cross 100 years Style Guide


Bringing it all together Examples of templates

DL Event Invitation

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder. Members should contact the Brand team for further assistance. Please email brand@redcross.org.au

Page 28 Bringing it all together

Australian Red Cross 100 years Style Guide


Bringing it all together Examples of templates

DL Promo Flyer

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder. Members should contact the Brand team for further assistance. Please email brand@redcross.org.au

Page 29 Bringing it all together

Australian Red Cross 100 years Style Guide


Bringing it all together Examples of templates

DL Promo Flyer

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder. Members should contact the Brand team for further assistance. Please email brand@redcross.org.au

Page 30 Bringing it all together

Australian Red Cross 100 years Style Guide


Bringing it all together Examples of templates

DL Promo Flyer

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder. Members should contact the Brand team for further assistance. Please email brand@redcross.org.au

Page 31 Bringing it all together

Australian Red Cross 100 years Style Guide


Bringing it all together Examples of templates

DL Promo Flyer

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder. Members should contact the Brand team for further assistance. Please email brand@redcross.org.au

Page 32 Bringing it all together

Australian Red Cross 100 years Style Guide


Bringing it all together Examples of templates

DL Promo Flyer

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder. Members should contact the Brand team for further assistance. Please email brand@redcross.org.au

Page 33 Bringing it all together

Australian Red Cross 100 years Style Guide


Bringing it all together Examples of templates

DL Promo Flyer

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder. Members should contact the Brand team for further assistance. Please email brand@redcross.org.au

Page 34 Bringing it all together

Australian Red Cross 100 years Style Guide


Bringing it all together Examples of templates

DL Promo Flyer

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder. Members should contact the Brand team for further assistance. Please email brand@redcross.org.au

Page 35 Bringing it all together

Australian Red Cross 100 years Style Guide


Bringing it all together Examples of templates

DL Promo Flyer

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder. Members should contact the Brand team for further assistance. Please email brand@redcross.org.au

Page 36 Bringing it all together

Australian Red Cross 100 years Style Guide


Bringing it all together Examples of templates

Letterhead

Media Release

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder. Members should contact the Brand team for further assistance. Please email brand@redcross.org.au

Page 37 Bringing it all together

Australian Red Cross 100 years Style Guide


Bringing it all together Examples of templates

Letterhead (mono)

Media Release (mono)

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder. Members should contact the Brand team for further assistance. Please email brand@redcross.org.au

Page 38 Bringing it all together

Australian Red Cross 100 years Style Guide


Bringing it all together Examples of templates

Certificate

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder. Members should contact the Brand team for further assistance. Please email brand@redcross.org.au

Page 39 Bringing it all together

Australian Red Cross 100 years Style Guide


Bringing it all together Examples of templates

PowerPoint template

The images shown in all the template designs have been selected from the Centenary image library and can be changed. Select from a range of historical and contemporary images found on the Brand Toolbox under Brand Images in the Centenary folder. Members should contact the Brand team for further assistance. Please email brand@redcross.org.au

Page 40 Bringing it all together

Australian Red Cross 100 years Style Guide


Contacts NATIONAL OFFICE 155 Pelham St VIC 3053 T 03 9345 1800 F 03 9348 2513 SUPPORTER SERVICES CENTRE T 1800 811 700 ACT Cnr Hindmarsh Dr and Palmer St Garran ACT 2605 T 02 6234 7600 F 02 6234 7650 NSW level 4, 464 Kent St Sydney NSW 2000 T 02 9229 4111 F 02 9229 4244 NT Cnr Lambell Tce and Schultze St Larrakeyah NT 0820 T 08 8924 3900 F 08 8924 3909

QLD 49 Park Rd Milton QLD 4064 T 07 3367 7222 F 07 3367 7444 SA 212 Pirie Street Adelaide SA 5000 T 08 8100 4500 F 08 8100 4501 TAS 40 Melville St Hobart TAS 7000 T 03 6235 6077 F 03 6231 1250

VIC 23-47 Villiers St North Melbourne VIC 3051 T 03 8327 7700 F 03 8327 7711 WA 110 Goderich St East Perth WA 6004 T 08 9225 8888 F 08 9325 5112

Issued December 2013 Page 41 Contacts

Australian Red Cross 100 years Style Guide


Humanity Impartiality Neutrality Independence Voluntary Service Unity Universality

In all activities our staff, members and volunteers are guided by the Fundamental Principles of the Red Cross and Red Crescent Movement.

Humanity

Impartiality

Neutrality

Independence

Voluntary Service

Unity

Universality

The International Red Cross and Red Crescent Movement, born of a desire to bring assistance without discrimination to the wounded on the battlefield, endeavours, in its international and national capacity, to prevent and alleviate human suffering wherever it may be found. Its purpose is to protect life and health and ensure respect for the human being. It promotes mutual understanding, friendship, co-operation and lasting peace amongst all people.

It makes no discrimination as to nationality, race, religious beliefs, class or political opinions. It endeavours to relieve the suffering of individuals, being guided solely by their needs, and to give priority to the most urgent cases of distress.

In order to continue to enjoy the confidence of all, the Movement may not take sides in hostilities or engage at any time in controversies of a political, racial, religious or ideological nature.

The Movement is independent. The National Societies, while auxiliaries in the humanitarian services of their governments and subject to the laws of their respective countries, must always maintain their autonomy so that they may be able at all times to act in accordance with the principles of the Movement.

It is a voluntary relief movement not prompted in any manner by desire for gain.

There can be only one Red Cross or Red Crescent Society in any one country. It must be open to all. It must carry on its humanitarian work throughout its territory.

The International Red Cross and Red Crescent Movement, in which all Societies have equal status and share equal responsibilities and duties in helping each other, is worldwide.


Australian Red Cross Centenary Style Guide