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VISUAL STYLE GUIDELINES


Contents Introduction

3

What is a visual style?

3

Why is visual style important?

3

The St Laurence Community Services Inc logo

4

Clear space requirements

5

Minimum size requirements

5

Corporate colours

5

Corporate typefaces

6

Typography rules

6

Basic guidelines

7

Pairing brands

8

Complementary Colour Palettes

9

Incorrect usage

10

Corporate Stationery

11

Electronic Stationery

12

Word Letterhead template with follower

12

PowerPoint template (internal meetings)

13

PowerPoint template (external meetings)

13

Email Signature layout

14

Word Media Release template

15

Word Fax template

16

Word Memo template

17

Word Newsletter template

18

Signage

19

Pullup Banners

19

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Visual Style Guidelines


Introduction These guidelines are a resource for staff and suppliers of St Laurence Community Services Inc. to help maintain consistency of St Laurence’s visual style. Upholding the rules and guidelines within this document will strengthen the visual presence of the St Laurence brand within the Region and in the minds of new and existing target audiences. While these guidelines will place some restrictions on the use of colour, layout and typographic style, they should not be seen as restrictive but as a useful guide to aid the design of visual communications.

What is a visual style? A visual style is the unique collection of characteristics and designed elements that define a company’s branding and marketing image. A consistently represented visual style establishes the recognition of St Laurence Community Services Inc.

Why is visual style important? Consistent application of the St Laurence visual style strengthens the visibility and coherence of the organisation’s visual communication. It benefits all staff and clients by raising awareness and increasing the impact of individual communications.

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Visual Style Guidelines


The St Laurence Community Services Inc. Logo The St Laurence logo is to be used on all internal and external printed materials, signage, online, advertising and promotional materials.

Primary logo

The proportions, spacing and relative positioning of the symbol are set and must remain consistent. The logo should only be reproduced from an EPS, TIF or JPG file as supplied by St Laurence. The logo is the key component of St Laurence’s visual identity.

One colour

Grayscale

Reversed colour

Reversed B + W

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Visual Style Guidelines


Clear Space Requirements A clear space should surround the St Laurence logo at all times. No object or wording can encroach on this space. This ensures that the logo is clearly seen and promotes visual consistency across all applications. The proportionate way of measuring this clear space is to measure the inside width of the capital “L�. This is the distance that should remain clear from all edges of the logo.

35mm

Minimum size requirements Where possible the logo must avoid being reproduced any smaller than 35mm wide to ensure visual presence and readability.

Corporate Colours The St Laurence logo consists of 2 corporate colours: Navy and Aqua.

Pantone 308

Pantone 632

Coated and Uncoated

Coated and Uncoated

CMYK Conversion

CMYK Conversion

RGB Conversion

RGB Conversion

C100 M19 Y8 K46

R0 G91 B130

C93 M2 Y13 K6

R0 G155 B187

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Visual Style Guidelines


Corporate Typefaces Typography rules Consider scale, legibility and setting at all times. Limit the mix of sizes, weights and colours wherever possible. This makes each publication clean and polished and as well as reader friendly.

Fonce Sans Pro is a headline typeface and must be used minimally to retain impact. It is great for headings of all sizes and in some cases for intro body text.

Dear Joe 5 Casual is used for the tag line ‘Experience Life’. It is a display typeface that is suitable for quotes and slogans in advertising campaigns but in most cases should be reserved for use in the tag line only.

Verdana has been selected for main

body text and general communication. It is readily available and is extremely legible for all audiences. It’s wider rounded letter forms are well suited to accompany the logo type. Verdana is a system font available on all computers running Microsoft Works. Verdana can be used as body text in corporate reports and emails.

Recommended size for body copy Email correspondence: Verdana 10pt Letter correspondence: Verdana 10pt Publications and advertising: Verdana 8-9pt

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Visual Style Guidelines


Basic Guidelines The St Laurence logo should be used on all communication materials, both internal and external. The logo consists of 3 main elements—the “3 tapered curves”, the “logo type” and the “tag line” The logo type should always appear with the 3 tapered curves. However the 3 tapered curves can be used alone to re-enforce the brand or as a decorative element.

The proportions of the St Laurence logo have been set. Do not stretch or distort the logo. When re-sizing the logo always do this from the corners whilst holding down shift.

A correctly re-sized logo can be determined by studying the circular nature of the 3 tapered curves symbol.

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Visual Style Guidelines


Pairing brands co -branding

affiliated

initiative

an affiliate of

an initiative by

an affiliate of

an initiative by

an affiliate of

an initiative by

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Visual Style Guidelines


Complementary Colour Palettes

This complementary set of colours can be used to highlight and enhance various communications.

Pantone 130

Coated and Uncoated

CMYK Conversion C0 M30 Y100 K0

RGB Conversion R240 G171 B0

Pantone 158

Coated and Uncoated

CMYK Conversion C0 M64 Y95 K0

RGB Conversion R227 G114 B34

Pantone 199

Coated and Uncoated

CMYK Conversion C0 M100 Y65 K0

RGB Conversion R208 G16 B58

Pantone 527 Coated Pantone 526 Uncoated CMYK Conversion C75 M100 Y0 K0

RGB Conversion R101 G45 B134

Pantone 3368

Coated and Uncoated

CMYK Conversion C63 M0 Y97 K0

RGB Conversion R105 G190 B40

CMYK Conversion C0 M0 Y0 K70

RGB Conversion R109 G110 B113

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Visual Style Guidelines


Incorrect Usage

Using scanned or pixilated files

St Laurence

Re-creating the logo

Adding effects around the logo such as drop shadows

Applying effects to the logo such as textures

Changing colour schemes

Outlining the logo

Cropping too tightly or placing in an enclosure

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Visual Style Guidelines


Corporate Stationery

P 03 5282 1405

F 03 5282 2606

E sladmin@stlaurence.org.au

90 Station Lake Road, Lara 3212 Integrity

Integrity

Equity & Access

Equity & Access

Inclusiveness

Inclusiveness

Empowerment

Empowerment

Dignity

W www.stlaurence.org.au

PO Box 110, Lara, VIC 3212

St Laurence Community Services Inc.

Reg. No. A0033023X

ABN 68 615 043 121

Dignity

Jenny Sheahan PR & Marketing Manager

P 5282 0008 M 0417 641 516 E jenny.sheahan@stlaurence.org.au

90 Station Lake Road, Lara 3212

www.stlaurence.org.au

P 03 5282 1405

F 03 5282 2606

E sladmin@stlaurence.org.au

90 Station Lake Road, Lara 3212 St Laurence Community Services Inc.

Integrity

Equity & Access

W www.stlaurence.org.au

PO Box 110, Lara, VIC I 3212

Reg. No. A0033023X

Inclusiveness

ABN 68 615 043 121

Empowerment

Dignity

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Visual Style Guidelines


Electronic Media Word Letterhead template with follower

Day (numeral) Month 2012

Address Name Address line 1 Address line 2 SUBURB STATE

Postcode

Dear

Yours sincerely

Your Name Your Title

P 03 5282 1405

F 03 5282 2606

E sladmin@stlaurence.org.au

90 Station Lake Road, Lara 3212 St Laurence Community Services Inc.

St Laurence Community Services Inc.

Reg. No. A0033023X

W www.stlaurence.org.au

PO Box 110, Lara, VIC 3212

Reg. No. A0033023X

ABN 68 615 043 121

ABN 68 615 043 121

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Visual Style Guidelines


PowerPoint template (internal meetings)

Agenda • • • • • • • • • Integrity

Equity & Access

Inclusiveness

Introduction About project Overview of project Summary of results Process Scope Break Reporting Wrap up/next steps

Empowerment

Integrity

Dignity

Equity & Access

Inclusiveness

Empowerment

Dignity

PowerPoint template (external meetings)

Agenda g • • • • • • • • • Integrity

Equity & Access

Inclusiveness

Introduction About project Overview of project S Summary off results lt Process Scope Break Reporting Wrap up/next steps

Empowerment

Integrity

Dignity

Equity & Access

Inclusiveness

Empowerment

Dignity

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Visual Style Guidelines


Email Signature layout

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Visual Style Guidelines


Word Media Release template

National Rental Affordability Snapshot Finding rental accommodation is difficult in the best of circumstances, but in Geelong it has become more difficult to find affordable and suitable accommodation especially for those who receive Centrelink benefits. As part of an Australian wide rental affordability snapshot, St Laurence Community Services found that there has been a decrease in affordable private rental in Geelong from 11% last year to 6% this year. This decrease mirrors the trends found in capital cities including Melbourne, Sydney and Brisbane. The drop in affordable private rentals represents a real dilemma for those struggling to break the cycle of poverty. Housing is integral to an individual’s capacity to contribute meaningfully to society. The combination of housing stress and inadequate income is a wicked mix for anyone trying to improve their circumstances. For most low income earners including those in receipt of government benefit the prospect of finding both affordable and appropriate accommodation is limited. For clients such as Laura, a 51 year old client at St Laurence Community Services it is extremely difficult. She lives on a disability pension and suffers from depression and rheumatoid arthritis; both of these conditions restrict her mobility. Laura currently lives in private rental which costs her $235 per week; this is over fifty per cent of her income making it difficult to balance paying her rent with her medical bills. St Laurence is currently supporting Laura to find more suitable affordable accommodation. She is registered with the Office of Housing but could wait anywhere between six to twelve months for a property to become available. Without affordable and appropriate housing Laura will struggle to address her illnesses. “Access to safe, secure and affordable housing is an investment in the future for many families and their children in Geelong. To not invest in housing means that many people are unable to break out of the cycle of poverty.� said CEO Mr Toby oConnor.

About St Laurence

St Laurence delivers a range of housing and support services in Geelong including for people on low incomes and pensions. Operating from 26 sites, St Laurence delivers services in a region spanning Lara, Geelong, Colac, Warrnambool and the Western Victoria Wimmera region with approximately 500 staff and over 280 volunteers. Each year St Laurence provides services to around 10,000 clients and their families. Further details from Megan Peacock 0407 526 438

Embargoed until 4am 30th April

Organisational Development Department

P 03 5282 0066

E hstrachan@stlaurence.org.au 90 Station Lake Road, Lara 3212 St Laurence Community Services Inc.

Integrity

Equity & Access

M 0418 783 048

F 03 5282 2606

W www.stlaurence.org.au PO Box 110, Lara, VIC 3212

Reg. No. A0033023X

Inclusiveness

ABN 68 615 043 121

Empowerment

Dignity

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Visual Style Guidelines


Word Fax template

FAX TO:

DATE:

COMPANY:

FROM:

FAX NUMBER:

SENDER’S FAX NUMBER:

PHONE NUMBER:

SENDER’S PHONE NUMBER:

SUBJECT:

NO. OF PAGES INC. COVER:

Yours sincerely

P 03 5282 1405

F 03 5282 2606

E sladmin@stlaurence.org.au

90 Station Lake Road, Lara 3212 St Laurence Community Services Inc.

Integrity

Equity & Access

W www.stlaurence.org.au

PO Box 110, Lara, VIC 3212

Reg. No. A0033023X

Inclusiveness

ABN 68 615 043 121

Empowerment

Dignity

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Visual Style Guidelines


Word Memo template

MEMO DATE:

TO:

COPY:

FROM:

RE:

P 03 5282 1405

F 03 5282 2606

E sladmin@stlaurence.org.au

90 Station Lake Road, Lara 3212 St Laurence Community Services Inc.

Integrity

Equity & Access

W www.stlaurence.org.au

PO Box 110, Lara, VIC 3212

Reg. No. A0033023X

Inclusiveness

ABN 68 615 043 121

Empowerment

Dignity

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Visual Style Guidelines


Word Newsletter template

newsletter Caption describing picture or graphic.

Issue #1 JUL 2012

Upcoming events • Add event and details • Add event and details • Add event and details

“To catch the

Welcome Intro

reader’s attention,

The text boxes in this newsletter are linked, so text from one column flows into the other column and you can easily include more than one story on a page. When you are working with linked text boxes, you should turn on the Text Box toolbar. To do this, on the View menu, point to Toolbars, and then click Text Box. When you start writing your story, we recommend that you do most of your writing and editing before you copy the text into the empty linked text boxes. To move among linked text boxes in a

story, select a text box that is part of a story. On the Text Box toolbar, click Next Text Box or Previous Text Box.

place an interesting sentence or quote from the story here.”

Hold down SHIFT and select each additional text box you want to copy or move. On the Edit menu, click Copy or Cut. Click where you want to copy or move the text boxes. On the Edit menu, click Paste. You can also break a link between any two linked text boxes in a story. To do this, select the text box. On the Text Box toolbar, click Break Forward Link.

Adding pictures to your newsletter To change the pictures in this newsletter to your own, click the image you want to change. On the Insert menu, click Picture, and then click Clip Art or From File. Locate the image you want and double-click it. The new image will be inserted into the existing text box for easy positioning.

Caption describing picture or graphic.

1 Integrity

Equity & Access

Inclusiveness

Empowerment

Dignity

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Visual Style Guidelines


Signage Pullup Banners

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Visual Style Guidelines

Visual Style Guide  

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