Cook Islands National Superannuation Fund - Corporate Identity Guidelines

CORPORATE IDENTITY GUIDELINES

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

TABLE OF CONTENTS 1 Overview 1

The Purpose of These Guidelines

2

Our Evolving Brand

3

Our logo Inspiration

4

Our Icon Elements

5

Our Logo

7

Our Logo Variations

10

Logo white space and size

11

Incorrect logo Usage

12

Brand Font

13

Brand Colours

14

Brand Images

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OVERVIEW

THE PURPOSE OF THESE GUIDELINES

Our brand is the promise we make in everything we say and do. We express our promise by delivering consistent and compelling experiences across all of our communications and activities.

This document presents you with the building blocks of our Corporate Identity Guidelines.

©2020 COOK ISLANDS NATIONAL SUPERANNUATION FUND. ALL RIGHTS RESERVED.

To use this guide most effectively, please start by thoroughly understanding each asset and then ensure you understand how these elements are used in concert with one another.

1

OUR EVOLVING BRAND

2019

2020

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

Redefining our Brand – 2020 Bringing our brand to life

©2020 COOK ISLANDS NATIONAL SUPERANNUATION FUND. ALL RIGHTS RESERVED.

2

OUR LOGO INSPIRATION

ICON ELEMENTS Punapuna Matakeinanga/Moumourima IVI

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3

OUR ICON ELEMENTS

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4

OUR LOGO

Our brand is built on the consistent and accurate application of our foundational elements. These elements should never be modified and should be present across all touchpoints.

Our logo is the touchstone of our brand and one of our most valuable assets. We must ensure the proper useage.

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

©2020 COOK ISLANDS NATIONAL SUPERANNUATION FUND. ALL RIGHTS RESERVED.

5

OUR LOGO VARIATIONS

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

Vertical Colour Logo

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

Horizontal Colour Logo

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The logo should be used in full colour and the vertical option as first point of call. Our horizontal logo may be used due to space restrictions. If only one colour printing is possible then logo must used in greyscale. eg newspaper, black and white copying

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

Vertical Greyscale

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

Horizontal Greyscale

6

OUR LOGO VARIATIONS

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

Vertical Colour Logo One Colour - Green

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

Horizontal Colour Logo One Colour - Green

©2020 COOK ISLANDS NATIONAL SUPERANNUATION FUND. ALL RIGHTS RESERVED.

If you can’t print in full colour then logos should be reproduced using only the solid green or black versions. eg screenprinting.

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

Vertical Logo One Colour - Black

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

Horizontal Logo One Colour - Black

7

OUR LOGO VARIATIONS

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

Vertical Colour Logo Inverted

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

Horizontal Colour Logo Inverted

©2020 COOK ISLANDS NATIONAL SUPERANNUATION FUND. ALL RIGHTS RESERVED.

Logos should be used in white only on dark backgrounds.

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

Vertical Black and White Inverted

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

Horizontal Black and White Inverted

8

OUR LOGO VARIATIONS

If used in conjunction with imaginary the logo should be used in reverse ensure the the background is dark enough to be able to see the logo in its entirety.

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

©2020 COOK ISLANDS NATIONAL SUPERANNUATION FUND. ALL RIGHTS RESERVED.

9

LOGO WHITE SPACE AND SIZE

Clear space around the logo ensures that it has maximum visibility and impact in every communication.

Avoid crowding the logo with other graphic elements such as typography and imagery. When using the CINSF logo, please ensure clear space around the logo is set to be half the height of the CINSF ‘F’ on all sides.

MINIMUM SIZE To ensure that the logo is always legible and accurately reproduced, do not reproduce the logo at sizes less than the size shown - 50mm.

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

Minimum Size = 40mm

©2020 COOK ISLANDS NATIONAL SUPERANNUATION FUND. ALL RIGHTS RESERVED.

10

INCORRECT LOGO USE Our logo should never be edited, recreated, or combined with other graphic or typographic elements.

CINSF

CINSF

Never change, alter or replace the logo font.

Never reverse or change the identity’s colour.

COOK ISLANDS NATIONAL SUPERANNUATION FUND

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

COOK ISLANDS NATIONAL SUPERANNUATION FUND

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

Never distort or change the logo proportions.

Never rotate any part of the logo.

CINSF

CINSF

COOK ISLANDS NATIONAL SUPERANNUATION FUND

Never use an “effect” eg drop shadow

©2020 COOK ISLANDS NATIONAL SUPERANNUATION FUND. ALL RIGHTS RESERVED.

COOK ISLANDS NATIONAL SUPERANNUATION FUND

Never crop any part of the logo

11

BRAND FONT Quicksand (Medium) Aa Bb Cc Dd Fe Ef Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&() {}=+|?><

EB Garamond Aa Bb Cc Dd Fe Ef Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&() {}=+|?><

Typography plays an important role in communicating overall tone and quality. Quicksand is our primary typeface.

In addition EB Garamond can be used to further express the brand personality and tone.

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Quicksand (Light) Aa Bb Cc Dd Fe Ef Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&() {}=+|?><

Quicksand (Regular) Aa Bb Cc Dd Fe Ef Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&() {}=+|?><

EB Garamond (Medium) Aa Bb Cc Dd Fe Ef Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&() {}=+|?><

EB Garamond (Bold) Aa Bb Cc Dd Fe Ef Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&() {}=+|?><

12

BRAND COLOURS

PANTONE: 357 C

PANTONE: 368 C

CMYK: 75, 2, 100, 77

CMYK: 58, 0, 100, 4

RGB: 0, 67, 14

RGB: 114, 184, 64

# 00430e

# 72b840

PANTONE: 357 C

10%

PANTONE: 368 C

PANTONE: 357 C

100%

100%

PANTONE: Black C CMYK: 0, 0, 0, 100 RGB: 100, 100, 100 # 1b4093

100%

©2020 COOK ISLANDS NATIONAL SUPERANNUATION FUND. ALL RIGHTS RESERVED.

10%

10%

13

BRAND IMAGES Photography is an opportunity to tell our brand story and establish a distinctive visual point of view. The CINSF brand is focused on our island, real people, their stories and their interactions with the islands.

Historic landmarks are showcased as focus points and highlights.

When showing people in photography, we prefer imagery that shows them in natural environments that convey a sense of collaboration and community. Photos should be genuine and authentic, never

©2020 COOK ISLANDS NATIONAL SUPERANNUATION FUND. ALL RIGHTS RESERVED.

stiff or formally posed. Our environmental-style photography adds interest and colour to our communications. Geometric shapes within photography bring life and playfulness to the system. When using stock imagery, capture the same authenticity in photography of people. Focus on bright, natural light and allow a generous use of white space. Choose images that are consistent in colouring and tone, vibrant and clear.

14

BRAND IMAGES

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15

BRAND IMAGES

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16

BRAND IMAGES

©2020 COOK ISLANDS NATIONAL SUPERANNUATION FUND. ALL RIGHTS RESERVED.

17

BRAND IMAGES

©2020 COOK ISLANDS NATIONAL SUPERANNUATION FUND. ALL RIGHTS RESERVED.

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