Brand Identity Guidelines 02 » Contents Our role Our role, our industry, our brand 02 Colours palette 04 Corporate typefaces 05 StudyAdelaide is charged with developing Icons 06 and expanding South Australia’s share of StudyAdelaide logo 07 Address Positioning 11 the national education export market. Corporate stationery 12 We promote Adelaide as a centre of Printing guidelines 13 education excellence and highlight the Digital collateral 17 many advantages for international Typography for online communications 18 students who choose to live, study Corporate communications 19 and work in Adelaide. Promotional communications 20 Online communications 24 Contact us 25 StudyAdelaide Brand Identity Guidelines 03 » Our role Established in November 1998 under the Public Members who fund StudyAdelaide include the Adelaide Our brand Corporations Act, StudyAdelaide reports to the City Council and South Australia’s public Universities: The University of Adelaide; Flinders University; and Minister for Employment, Higher Education, This StudyAdelaide brand identity the University of South Australia. and Skills. guide has been created as a tool StudyAdelaide’s membership program also provides The organisation receives part of its funding from kit for both internal and external more than 35 participating institutions with key market the State Government, and part from up to 40 intelligence and access to a diverse range of innovative, use to ensure that our identity is member organisations. dynamic marketing opportunities and engagement established and reinforced. The State Government funds StudyAdelaide through programs for students. Recipients of this information the Department of Further Education, include Adelaide’s foreign Universities Carnegie Mellon The purpose is to provide guidelines from the United States and University College London which will assist all concerned in Employment Science and Technology (DFEEST). from the United Kingdom. ensuring every aspect of StudyAdelaide’s brand identity is correctly and effectively presented at all times. It is vital that the brand identity projected by StudyAdelaide is maintained » Our industry across all facets of the business. Attention to detail in the use of the colours, type and graphic conventions of StudyAdelaide is of the utmost The Australian Bureau of Statistics (ABS) International students pay full fees for all courses and importance. states that the international education are not subsidised by government. This is mandated Deviation from these basic principles in Federal legislation under the Education Services for industry contributed $972 million to the will dilute the effectiveness of the Overseas Student (ESOS) Act, which is administered South Australian economy in 2014-15. StudyAdelaide brand image, resulting by Australian Education International (AEI). AEI is the in the loss of recognition by clients, Adelaide continues to attract large numbers of international arm of the Federal Department of suppliers and competitors. international students, with more than 30,000 Education and Training (DET). choosing Adelaide as their study destination in 2014. International education is responsible for 7,400 jobs and is the state’s fifth largest expot; coming in higher than tourism and lead exports. StudyAdelaide Brand Identity Guidelines 04 » Colour palette Branding consistency is achieved through Primary Red the prominent use of the StudyAdelaide The vibrant red » PMS: 485 C colour palette. makes the brand CMYK: C0 M95 Y100 K0 RGB: R218 G41 B28 highly recognised in PMS HEX: #DA291C the marketplace. Pantone Matching System is a world standard for colour identification and communication. PMS colours have been specially mixed for consistency and Pale Secondary Red accuracy whenever used. » PMS: 485 C (70% tint) CMYK CMYK: C0 M66 Y70 K0 For four-colour printing, which consists of percentage RGB: R229 G105 B96 values of Cyan, Magenta, Yellow and Black (CMYK) HEX: #E56960 provides an accurate match for PMS colours, and should be used when PMS colours are not practical or available. Dark Secondary Red Black 20% RGB » PMS: 1805 C » This grey is only used Colours viewed on phones, computer screens and CMYK: C5 M96 Y80 K22 within the the television are made up of Red, Green, Blue (RGB). RGB: R175 G39 B47 StudyAdelaide logo When the branding is used in electronic media ensure HEX: #AF272F (Format 1). that RGB colours are used. Hexadecimal Secondary Grey Black 80% When specifying colours on web pages a six digit » PMS: 403 C » This grey is only used number is used in HTML, CSS and SVG. CMYK: C18 M21 Y27 K47 within the the RGB: R140 G133 B123 StudyAdelaide logo HEX: #8C857B (Format 2). StudyAdelaide Brand Identity Guidelines 05 » Corporate typefaces Primary typeface TheSans Light ABCDEFGHIjKLMnOPqRSTUVWXYz TheSans abcdefghijklmnopqrstuvwxyz 0123456789 Includes all weights except extra bold and black (these are too heavy). TheSans Plain Secondary typeface ABCDEfGHijKLMNOPqRSTuvwxYz Litera abcdefghijklmnopqrstuvwxyz 0123456789 Includes medium and heavy only. Always use uppercase and as a heading/display font only TheSans Bold for feature items in student promotional items. aBcdefghIjklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 Alternate typefaces Arial For documents that are prepared internally and Litera Medium powerpoint presentations only, the Arial type abcdefghijklmnopqrstuvwxyz 0123456789 face may be used as an alternative. For body copy that will be viewed primarily on Litera Heavy abcdefghijklmnopqrstuvwxyz 0123456789 screen – the Arial font family should be used to ensure good legibility. Arial Regular abcdefghijklmnopqrstuvwxyz Typefaces can be purchase from: TheSans abcdefghijklmnopqrstuvwxyz 0123456789 www.fontshop.com/search/?q=TheSans&site=d &start=0&num=25 Arial Bold (TheSans Classic for the whole set or the individual fonts) abcdefghijklmnopqrstuvwxyz Litera www.fontshop.com/search/?q=Litera&x=0&y=0 abcdefghijklmnopqrstuvwxyz 0123456789 StudyAdelaide Brand Identity Guidelines 06 » icons As a part of the StudyAdelaide’s branding Some of the current icon range All use of icons use of simple but bold icons has been must be approved employed to create a fun and youthful look. by StudyAdelaide. Within Images When icons are used over an image they should be used sparingly. Approxiamtely 3 icons to an image would be a rough guide but you must take into consideration the size and visual complexity of the image. The icons should relate to the image. For example the ‘sun’ or ‘tree’ icons can be used with an outdoor image. The ‘speech bubble’ icon could be used in an image of two or more people. When icons are used over an image they should be subtle and not dominate. See example on pages 20 & 21. Around Text When icons are used around text they should relate to the message of the text. The icons can be linked via thin lines (both solid and dotted) to help tell a story. See example on pages 18 & 19. StudyAdelaide Brand Identity Guidelines 07 » StudyAdelaide logo The ‘horizontal’ StudyAdelaide logo is used Horizontal format Preferred The preffered logo for whenever our target audience is students, StudyAdelaide is the both overseas and locally. Any form of ‘horizontal’ logo with communication that falls into this category red background. will carry the StudyAdelaide logo. The logo can appear in one of four variations, depending on the context. These are illustrated to the right in order of preference. Horizontal format Mono Horizontal Logo Format 1 The red background panel is not to be deleted or altered in any way. Preference is given to the red panel being anchored on two sides to the edge of the document/design, with one side being a minimum where two is not achievable. This is the only format of the logo that may appear overlaid on an image. Horizontal format 2 Horizontal Logo Format 2 This must appear on a clear white background with consideration being given to the minimum clearance zone. This format is never to be overlaid on an image. The logo is never to appear in its reversed format without the red panel behind it. The only exception is Horizontal format 2 Mono that it may appear on either a black (for mono) or corporate red panel that is larger than the standard logo background panel, without requiring the edge of the logo background panel to be visible. StudyAdelaide Brand Identity Guidelines 08 » StudyAdelaide logo Clear zone Clear zone The same set of The ‘clear zone’ denotes the area around the logo in guidelines applies which no other element (graphic or type) can to the mono logo encroach. This space is the minimum amount surrounding the logo. versions. note: Clear zones apply to edges of logo that are not anchored to edge of layout. See example on pages 12 & 13. Minimum Size The minimum size of the logo is 33mm wide and is measured from the background panel. Minimum size 33mm 33mm StudyAdelaide Brand Identity Guidelines 09 » StudyAdelaide logo The ‘stacked’ StudyAdelaide logo should only Stacked format 1 Preferred Permission must be used when the size needs to be smaller be obtained from than the ‘horizontal’ logo requirements. it is StudyAdelaide to not the preffered format and permission must use the ‘stacked’ be obtained from StudyAdelaide to use it. logo format. It is used whenever our target audience is students, both overseas and locally. Any form of communication that falls into this category will carry the Stacked format 1 Mono StudyAdelaide logo. The logo can appear in one of four variations, depending on the context. These are illustrated to the right in order of preference. Stacked Logo Format 1 The red background panel is not to be deleted or altered in any way. Preference is given to the red panel being anchored on two sides to the edge of the Stacked format 2 document/design, with one side being a minimum where two is not achievable. This is the only format of the logo that may appear overlaid on an image. Stacked Logo Format 2 This must appear on a clear white background with consideration being given to the minimum clearance Stacked format 2 Mono zone. This format is never to be overlaid on an image. The logo is never to appear in its reversed format without the red panel behind it. The only exception is that it may appear on either a black (for mono) or corporate red panel that is larger than the standard logo background panel, without requiring the edge of the logo background panel to be visible. StudyAdelaide Brand Identity Guidelines 10 » StudyAdelaide logo Clear zone Clear zone The same set of The ‘clear zone’ denotes the area around the logo in guidelines applies which no other element (graphic or type) can to the mono logo encroach. This space is the minimum amount surrounding the logo. versions. note: Clear zones apply to edges of logo that are not anchored to edge of layout. See example on pages 20 & 21. Minimum Size The minimum size of the logo is 24mm wide and is measured from the background panel. Minimum size 24mm 24mm StudyAdelaide Brand Identity Guidelines