Design
Guidelines The brand guidelines for NORFOLK ISLAND COUNCIL OF ELDERS
Brand guidelines for NORFOLK ISLAND COUNCIL OF ELDERS
2
Designed by Sue Pearson supported by Sons of Serif
3
Brand guidelines for NORFOLK ISLAND COUNCIL OF ELDERS
Symbolism of icon motifs STAR FORMAT – the overall shape of the icon is based on a navigational
TROPIC BIRD – these birds grace our rugged coastlines and symbolize
star standing for the pro-active, mindful, and directional leadership that
both the settlement of our island home and progressive flight into our
is the responsibility of the Council of Elders for our people as we navigate
future.
our way into the future.
TAPA SHAPES – the ring of small pendant type shapes are derived from
NORFOLK PINE – Iconic native tree of Norfolk Island – represents our
the design printed onto tapa by our foremothers on Pitcairn. These come
island and our people. The mature symbolic tree is central in the icon
from perhaps the first visual expression of our distinct cultural identity and
WAVE AND SAIL – As Norfolk Islanders we are a Pacific people, children of Moana Nui a Kiva. Through both Polynesian and British sides of our
symbolize our bloodlines connecting us to the great family of Polynesia. Also, a call to reclaim and revitalize customary practices.
heritage we descend from great ocean sailors. Our home is an island in the
BOUNTY RING – this ring was used in the marriages of the first
greatest ocean and our genealogies tie us to thousands of years of Pacific
generations of our ancestors on Pitcairn. It symbolises acknowledgement
voyaging and settlement as well as our special significant vessels,nthe
and the joining of British and Polynesian origins of our forebears.
Bounty and the Morayshire.
HERITAGE PLAIT – treasured Norfolk weaving design which has been
NORFOLK PINE SEEDLING – (below the mature pine) represents
passed down through the generations – importance of keeping traditions
the younger generation of Norfolk Islanders to be protected, nurtured,
alive and passing on knowledge.
supported, and mentored by the Elders as they are the next generation of custodians of our home and leaders of our people.
4
PINE SEEDS – The outer ring – the width, breadth and life of future Norfolk Islanders.
Designed by Sue Pearson supported by Sons of Serif
5
Brand guidelines for NORFOLK ISLAND COUNCIL OF ELDERS
About this brand This brand guideline is a tool designed to project the image, values, and aspirations of the Norfolk Island Council of Elders. It is the cornerstone of all communication efforts and must be followed carefully to ensure a consistent style and quality of
NOR F OLK ISLAND Council of Elders INASMUCH
presentation. Every participating institution is responsible for representing or coordinating the use of the brand along with an individual institution’s brand.
You never get a second chance to make a first impression. - Andrew Grant -
6
Designed by Sue Pearson supported by Sons of Serif
7
Brand guidelines for NORFOLK ISLAND COUNCIL OF ELDERS
The logo design
8
Designed by Sue Pearson supported by Sons of Serif
01 Our logo is the touchstone and one of the most valuable assets. We must ensure its proper usage.
9
Brand guidelines for NORFOLK ISLAND COUNCIL OF ELDERS
The primary logo
The logo and usage
The corporate logo is presented through the use
The icon
of colours, shapes and typography.
The word mark
NO R F O L K I S LA N D Council of Elders
The tagline
INASMUCH
The colours are a fresh aqua marine and black.
The NORFOLK ISLAND COUNCIL OF ELDERS logo combines three elements: the NORFOLK ISLAND COUNCIL OF ELDERS logotype, the tagline and the icon as a graphical element. These elements should never be changed. Position, size, and colour, along with the spatial and proportional relationships of the NORFOLK ISLAND COUNCIL OF ELDERS logo elements, are predetermined and should not be altered.
10
DARK VERSION
LIGHT VERSION
NOR F OL K ISLA N D Council of Elders
NO R F O L K I S LA N D Council of Elders
INASMUCH
INASMUCH
A variant of use when the background is
A variant of use when the background is
light coloured.
dark coloured.
Designed by Sue Pearson supported by Sons of Serif
NO R F OLK ISLAND Council of Elders INASMUCH
100% black
Black, white & aqua marine Sometimes, often due to production, only one colour is available and so the Logo must be reproduced using only one colour. In this scenario, the logo, logotype, or symbol must be used following the convention of using a light colour type on a
NOR F OLK ISLAND Council of Elders INASMUCH
100% aqua marine
dark background or in a dark colour type on a light background. The logotype and the symbol must be clearly distinguishable from the background colour.
You must honor the NORFOLK ISLAND COUNCIL OF ELDERS Logo palette when possible.
NOR F OLK ISLAND Council of Elders INASMUCH
black and aqua marine
NOR F OLK ISLA ND Council of Elders INASMUCH
11
Brand guidelines for NORFOLK ISLAND COUNCIL OF ELDERS
The secondary logo
The Banner logo
NO R F O L K I SLAN D
COU NC IL OF ELDER S INASMUCH
Sometimes, where space is horizontal it may be best to use the banner style logo. This logo must only be used when the vertical primary logo CANNOT be used. The logotype and the symbol must be clearly
NO R F O L K I SLAN D
COU NC IL OF ELDER S
distinguishable from the background colour. INASMUCH
Follow all guidelines from the vertical logo.
NO R F O L K I SLAN D
COU NC IL OF ELDER S INASMUCH
12
Designed by Sue Pearson supported by Sons of Serif
NO R F OL K IS LA ND
CO U NCI L O F E L DE R S INASMUCH
NOR F OL K IS LA ND
CO U NCI L O F E L DE R S INASMUCH
NOR F OLK IS LA ND
CO U NCI L O F E L DE R S INASMUCH
13
Brand guidelines for NORFOLK ISLAND COUNCIL OF ELDERS
FULL LOGO AND LOGO ICON
Logo construction + clear space
NO R F O LK ISLA ND Council of Elders INASMUCH
The NORFOLK ISLAND COUNCIL OF ELDERS logo requires separation from the other elements around it. The space required on all sides is roughly equivalent to the cap height of the logo type. It never should be less than that. The logo must always fit into the clear space area and can not be intervened by other graphical elements which could hinder legibility
Whenever you use the logo, it should be surrounded with clear space to ensure its visibility.
of the brand.
Please note that text or pictorial figures which have strong impact or impression should not be placed near the logos even though you keep the isolation area blank.
If you use the logo icon as a single object, it also needs clear space all around.
14
Designed by Sue Pearson supported by Sons of Serif
MINIMUM LOGO SIZES
THE LOGO
ICON
There are no predetermined sizes for the NORFOLK ISLAND COUNCIL OF ELDERS logo. Scale and proportion should be determined by the available space, function and visibility. In print the minimum size is 34 mm width, for the symbol it is 10 mm width.
NO R F O LK ISLA ND Council of Elders
10 mm
INASMUCH
34 mm
LOGO: INCORRECT USE
NOR F OLK IS LAND Council of Elders
Please note: The logo cannot be changed! Although creativity is appreciated please do not alter the logo in anyway!
INASMUCH
LA K IS s F O L f Elder N O RCouncil oM U C H AS
ND
IN
DON’T rotate the logo
NO R F O L K IS LA ND Council of Elders
NOR F OLK ISLAN D Council of Elders
INASMUCH
DON’T add a drop shadow
INASMUCH
DON’T rearrange elements
NO R F O L K IS LA ND Council of Elders
NO R F O L K IS LA ND Council of Elders
NOR F OLK ISLAN D Council of Elders
INASMUCH
INASMUCH
INASMUCH
Don’t use different colours
DON’T outline the logo
DON’T add gradients
DON’T stretch the logo
NOR F OLK IS LAN D Council of Elders INASMUCH
DON’T change the proportions or placement
15
Brand guidelines for NORFOLK ISLAND COUNCIL OF ELDERS
The typography
16
Designed by Sue Pearson supported by Sons of Serif
02 Typography is 95% of design – it’s a driving force in all forms of communication art
17
Brand guidelines for NORFOLK ISLAND COUNCIL OF ELDERS
Display font Bondoni These fonts should be used in all NORFOLK ISLAND COUNCIL OF ELDERS communications to project a consistent visual identity. This includes promotional materials, advertising, digital assets, and printed materials.
Bodoni URW REGULAR LIGHT OBLIQUE BOLD BOLD OBLIQUE EXTRA BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!Ӥ$%&/()=?;,.:-_
18
Designed by Sue Pearson supported by Sons of Serif
CocoGothicPro LIGHT REGULAR ITALIC BOLD BOLD ITALIC HEAVY
Everyday font CocoGothicPro
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!Ӥ$%&/()=?;,.:-_
19
Brand guidelines for NORFOLK ISLAND COUNCIL OF ELDERS
The colour system
20
Designed by Sue Pearson supported by Sons of Serif
03 We are all influenced by colours and visual appearance, make sure you pick the correct colours.
21
Brand guidelines for NORFOLK ISLAND COUNCIL OF ELDERS
100%
80%
The colour palette
COLOUR CODES CMKY
BLACK 60%
0 / 0 / 0 / 100
RGB
0 / 0/ 0
HEX
#000000
Pantone BLACK6 C 40%
20%
100%
USE OF COLOUR FOR THE PRINTED & DIGITAL LOGO. The following palette has been selected for use in NORFOLK
ISLAND COUNCIL OF ELDERS communications. Lighter tints of these colours are also allowed.
80%
AQUA MARINE 60%
40%
COLOUR CODES CMKY
68 / 0 / 40 / 0
RGB
69 / 184/ 171
HEX
#45b8ab
Pantone 7465 C
20%
100%
80%
GREY
CMKY 60%
40%
22
COLOUR CODES
20%
15 / 0 / 0 / 90
RGB
52 / 58 / 63
HEX
#343a3f
Pantone 433 C