BRAND
MANUAL style guidelines
BRAND GUIDELINES
Professional Design Brand Manual Guide
Copyright © 2016 All rights reserved
2
3
CONTENTS 01 The Logo
04 The logo
06
Logo size
07
Isolation area
07
Logo position
08
02 Typography
10 Typeface
03 The colours
12
14 Colour usage
04 Words
16
18 Tone of voice
05 Imagery
20
22 Choosing well
24
To be avoided
25
Sourcing images
25
06 Other Elements
26 The Line
28
A quick style guide
30
BRAND GUIDELINES
The Logo
4
5
01
BRAND GUIDELINES
THE LOGO
The National Trust logo is made up of a symbol and a signature. The symbol is a trio of gum leaves with two gum nuts and the signature simply states our name.
The principal signature may be below the symbol and centered. The symbol may be smaller than the signature. Supplementary logos may appear in vertical or horizontal versions as shown.
Centered version
Vertical version
Horizontal version
6
7
LOGO SIZE
The National Trust logo has been designed to be reproduced at a minimum height of 10mm.
On the web the minimum size is 50 pixels height for the logo.
10mm
ISOLATION AREA
Ensure that there is an area around the logo that is left as clear space so that other visual elements do not encroach on the logo. This area, called the
isolation area, should be half the size of the leaf symbol, so if the symbol is 100mm tall then the isolation area should be 50mm.
isolation area
BRAND GUIDELINES
LOGO POSITION
The symbol must always appear in the corner of the artwork and it must be easily visible. Choose any colour that contrasts with the background. When placed over a photography or illustration the colour of the
logo may be a colour that appears elsewhere in the image or it can be black or white. If you don’t already have the logos, please go to https://goo.gl/6xk0gI to download a copy.
8
9
BRAND GUIDELINES
Typography
10
11
02
12
BRAND GUIDELINES
TYPEFACE The principal typeface of the National Trust is Palatino - a robust serifed typeface. It is suited to a wide range of uses, from titles to text, signage and product use. The use of other typefaces is permitted for printed material, where the corporate typeface is thought to be inappropriate. Alternative fonts should be complementary,
because Palatino is a distinctive font with a “strong personality”, you should pair it with something more neutral for a balanced design. For example, we do not encourage the use of any other serif font. If you don’t already have the fonts, please go to https://goo.gl/6xk0gI to download a copy.
Primary Typeface
Palatino Linotype Regular ABCDEFGHIJKLMNO PQRSTUVWYXZ abcdefghijklmnopqrs tuvwxyz 0123456789 Italic ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstu vwxyz 0123456789
Bold ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz 0123456789
Bold Italic ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz 0123456789
13
Where a serifed facetype is not appropriate, we suggest using Univers as a secondary typeface.
There are a wide range of options as you can see below.
Secondary Typeface
Univers Light ABCDEFGHIJKLMNO PQRSTUVWYXZ abcdefghijklmnopqrs tuvwxyz 0123456789 Light Medium Medium Italic Bold Bold Italic Black Black Italic Extra Black Extra Black Italic
Condensed Light Condensed Light Italic Condensed Condensed Italic Condensed Bold Condensed Bold Italic
Extended Extended Italic Extended Bold Extended Bold Italic Extended Black Extended Black Italic
BRAND GUIDELINES
The Colours
14
15
03
16
BRAND GUIDELINES
COLOUR USAGE
The National Trust has a palette of 22 colours, all chosen to be fresh and inviting, plus black and white. For most projects, you can choose from the whole palette, but for some items such as stationary - our Heritage Green is best, along with National Trust Grey and Silver. The symbol and signature should always be the same colour. Always use colours as solids, never as
tints. The colours have been selected to represent the National Trust’s charter of preserving the built, natural and cultural/ indigenous heritage of Australia. It includes the national colours of green and gold, it reflects sea and sky, the buildings and the bush, the flora and fauna. Through different combinations, this colour palette can be used to reflect Australia’s rich landscape and history.
Main colours
Heritage Green
National Trust Grey
Silver
PANTONE 349 FOR WEB USE R: 0 G: 105 B: 64 FOR PRINTING USE C: 100 M: 0 Y: 83 K 47
PANTONE 420 FOR WEB USE R: 209 G: 211 B: 212 FOR PRINTING USE C: 0 M: 0 Y: 0 K: 20
PANTONE 877 FOR WEB USE R: 147 G: 149 B: 152 FOR PRINTING USE C: 0 M: 0 Y: 0 K: 50
17
Greens
Brights
Brights
Pastels
PANTONE 575
PANTONE 021
PANTONE 3125
PANTONE 706
FOR WEB USE R: 85 G: 120 B: 54 FOR PRINTING USE C: 69 M: 33 Y: 100 K:19
FOR WEB USE R: 247 G: 148 B: 30 FOR PRINTING USE C: 0 M: 50 Y: 100 K:0
FOR WEB USE R: 0 G: 177 B: 205 FOR PRINTING USE C: 90 M: 0 Y: 20 K:0
FOR WEB USE R: 251 G: 212 B: 220 FOR PRINTING USE C: 0 M: 20 Y: 4 K:0
PANTONE 389 FOR WEB USE R: 215 G: 223 B: 35 FOR PRINTING USE C: 20 M: 0 Y: 100 K: 0
PANTONE 575
PANTONE 065
PANTONE 317
FOR WEB USE R: 240 G: 78 B: 55 FOR PRINTING USE C: 0 M: 85 Y: 85 K:0
FOR WEB USE R: 95 G: 151 B: 168 FOR PRINTING USE C: 65 M: 28 Y: 28 K:1
FOR WEB USE R: 201 G: 233 B: 230 FOR PRINTING USE C: 20 M: 0 Y: 10 K:0
PANTONE 384
PANTONE 7485
FOR WEB USE R: 157 G: 167 B: 25 FOR PRINTING USE C: 20 M: 0 Y: 100 K: 30
PANTONE 575
PANTONE 286
FOR WEB USE R: 209 G: 31 B: 92 FOR PRINTING USE C: 15 M: 100 Y: 50 K:0
FOR WEB USE R: 0 G: 84 B: 166 FOR PRINTING USE C:100 M: 75 Y: 0 K:0
FOR WEB USE R: 229 G: 241 B: 216 FOR PRINTING USE C: 10 M: 0 Y: 18 K:0
PANTONE 7488
PANTONE 575
PANTONE 533
PANTONE 587
FOR WEB USE R: 110 G: 58 B: 116 FOR PRINTING USE C: 65 M: 90 Y: 25 K:10
FOR WEB USE R: 54 G: 63 B: 91 FOR PRINTING USE C: 84 M: 74 Y: 41 K:31
FOR WEB USE R: 140 G: 199 B: 71 FOR PRINTING USE C: 50 M: 0 Y: 95 K: 0
FOR WEB USE R: 245 G: 241 B: 154 FOR PRINTING USE C: 5 M: 0 Y: 50 K:0
Mono PANTONE 032
WEB CHARCOAL
FOR WEB USE R: 153 G: 174 B: 121 FOR PRINTING USE C: 32 M: 7 Y: 56 K: 17
FOR WEB USE R: 55 G: 53 B: 60 FOR PRINTING USE C: 71 M: 67 Y: 56 K:52
Metallics
WHITE FOR WEB USE R: 255 G: 255 B: 255 FOR PRINTING USE C: 0 M: 0 Y: 0 K:0
PANTONE 871
BLACK
FOR WEB USE R: 134 G: 117 B: 77
FOR WEB USE R: 0 G: 0 B: 0 FOR PRINTING USE C: 0 M: 0 Y: 0 K:100
BRAND GUIDELINES
Words
18
19
04
BRAND GUIDELINES
TONE OF VOICE
Tone, in written composition, is an attitude towards a subject or an audience. Tone is conveyed through your choice of words. Below are some examples to consider. Our tone of voice links directly to our
values and behaviours. These were created to show what we’re like at our best and how we want people to feel about the Trust. So our tone of voice is just about bringing these to life when we write.
Warm and welcoming
Writing tip 1
We’re open to people’s views and suggestions, not bossy or excluding. We want to inspire people and give them ideas to take back into their own lives. By always being warm and welcoming we’ll engage people now and in the future.
When writing for the Trust it should sound like one person
Honest and authentic We love places and we’re all ambassadors for the work we do so we need to be believable and specific when describing a place or experience. Likewise, we shouldn’t shy away from difficult issues. Being honest and authentic is very important for building trust and credibility.
talking to another. Write the way you would speak and it will sound friendlier and more natural. A good way to check how your writing sounds is by reading it aloud.
Writing tip 2 Use ‘we’re’ instead of ‘we are’ and ‘let’s’ instead of ‘let us’. It’s a quick way to make your writing less formal.
Writing tip 1 If you’re gathering quotes to use in your writing, ask people to speak their thoughts (rather than write them down). It will sound much more natural.
Writing tip 2 Try and avoid using too many words like ‘amazing’, ‘stunning’ and ‘breathtaking’ when describing a place or experience. Too many adjectives can become meaningless.
20
21
Involving and inspiring
Writing tip 1
We have a vast amount of knowledge and expertise at the Trust but we need to convey it in a way that inspires others if we’re going to share our common purpose. Avoid National Trust jargon, and bring the knowledge we have to life so people can engage with their surroundings.
Making contemporary connections can help people engage with
Alive and dynamic
Our places are not museums: they are living buildings with rich pasts and exciting futures. We think long term and behave in a sustainable way, so it’s important to tell people what we’re doing with imagination and energy.
history. But remember your audience. Don’t dumb information down if you’re writing for people who want to know the detail.
Writing tip 2 Celebrate what’s local. We want to offer people as much as we can from the properties we look after. Finding opportunities to highlight this will inspire people about the wide range of things we do.
Writing tip 1 Don’t try to say everything. Keep sentences reasonably short. If you find you have to use a semi-colon, your sentence may already be too long.
Writing tip 2 Use active not passive verbs (for example ‘we’re rebuilding these walls’ not ‘the walls are being rebuilt’). This will make your writing more dynamic.
OTHER CONSIDERATIONS
Abbreviations If in doubt, spell out in full. Capitals Don’t use capitals for points of the compass or seasons. Use lower case, unless to indicate a particular name: It was once the diningroom, but in 1780 it became the Saloon. Numbers Use numerals rather than words, except for numbers below 11 (one to ten),
vague numbers (about thirty years) and for centuries (the twentieth century). Dates Write dates in the form 21 December 2011. For decades use numerals: the 1960s or the 60s. Quotations Show quotations in single quote marks. Italics Use for titles of books, films, newspapers etc.
BRAND GUIDELINES
Imagery
22
23
05
BRAND GUIDELINES
IMAGES
We want our audience to see themselves in, be motivated or inspired by the imagery we use. Through our images we
Choosing Well Be realistic: never be posed or fake. Be natural. Capture movement, energy and adventure. Feature people, don’t just focus on our tangible assets, show people engaging and interacting with the property and exhibits. Invite the reader to form part of our story. Be modern, clean, arresting, professional and high quality. Only use high resolution images (ensure images are clear and unpixelated when printed). Clip art and images copied from websites are not to be used in any communications materials.
need to tell a story, be inspiring and draw our audience into a narrative.
24
25
Images to be avoided Photography is a major element in building our brand. The examples demonstrate a photographic style that should be avoided. 1. Models stock style image looking directly at camera 2. Unrealistic stock style image with models 3. Overly expressive, inauthentic image 4. Overly staged 5. Stock style image too stylised 6. Poor lighting (yellow colour cast), lack of focal point and disinterest in the subjects 7. Movement with no context 8. Engaging with an object but with a inauthentic expression and looking directly at camera
1
2
3
4
5
6
7
8
SOURCING IMAGES It is essential that quality photos are used across all communication materials to promote the Trust. If a photograph is not of an acceptable quality . Having Trouble sourcing images? If you have trouble sourcing images we suggest a call out to Volunteers/ Branches/
Members as a possible source of images. We suggest the following wording to ensure you have appropriate permission: “By providing images you give full usage rights to National Trust including permission to crop and enhance images where necessary.�
BRAND GUIDELINES
Other Elements
26
27
06
BRAND GUIDELINES
THE LINE
We have design elements that make our communication instantly recognisable. When you’re designing an artwork, use a line. This line can be thin or thicker, large or smaller, depending on the visual appeal and the importance that you want it to have. Horizontally it can be used to: • Give emphasis to a sentence by
1
2
separating it from the text (1) • Ending a sentence or paragraph (2) • “Fill in” spaces, so that it has a visual harmony (3) • Split the text. It’s like a breathe between elements and let’s your reader’s eyes relax (4) Vertically it can be used for: • Group elements (5)
28
29
3
4
5
BRAND GUIDELINES
A quick Style Guide
30
31
If we’re to be inspiring and inclusive, we must make everything we produce as clear and legible as possible. Here are the top points to follow.
1 2
Use the National Trust typeface for professionally produced items.
Avoid underlining. Use italics for emphasis, foreign words and mentioning the titles of books, pictures and so on.
3
Make layouts uncluttered, with a clear hierarchy of headings, captions and text.
4 5
Choose good quality photographs and include a diverse range of people. Avoid setting text around images (run-arounds).
6
Be careful of placing text on top of a photograph. Choose an area where the image has a constant colour, and creates enough contrast for the text to be easily readable.
7
When you’re using coloured text, or putting text on a coloured background, make sure there’s plenty of contrast between the text and the background.
8
Write clearly and conversationally, with short sentences and paragraphs.
www.nationaltrust.org.au