What we look like. Our visual identity
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- Jennifer Marsh
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1 What we look like Our visual identity
2 Our logo Our logo is the most important visual signifier of our Brand. The logo is always be presented on a white background to ensure consistency and visual impact. The decision to change our logo from Barnardos to Barnardos Australia was a conscious decision based on research around a lack of understanding of who we are and what we do. Focus groups revealed Barnardos alone was too vague and linked too closely to the different range of services provided by our partner organisation in the UK. The change of the logo to Barnardos Australia instils confidence in our audience that we are nationally recognised and therefore trustworthy. It reinforces a key message that we are here to help our local community. When talking about our organisation make sure you refer to us as Barnardos Australia in the first instance and Barnardos thereafter to ensure a local focus. Exclusion Zone When using the logo, an exclusion zone is applied to ensure visability and impact. The exclusion zone around the Barnardos Australia logo is determined by the height of the B in the Barnardos Australia logotype. Minimum Size The logo should never be reproduced smaller than 25mm in width. The words Barnardos Australia must be legible in all executions. Speciality executions smaller then 25mm require the consultation of the Brand and Reputation Manager. 25mm 23
3 Misuse of our logo 1. Never use a different colour combination 2. Never re-space the elements or use a different typeface for the logo 3. Never use the icon in isolation 4. Never place the logo on a background colour other than white 5. Never use a tint to colour the logo 6. Never distort the logo to fit an application 7. Never apply superfluous effects to the logo eg. key lines, drop shadows etc 8. Never outline the logo 9. Never rotate or twist the logo
4 Our tag line Our tagline should always be reproduced in the font ITC Bookman Demi. It should have each word stacked on top of each other. The W should be capitalised and the statement should end with a full stop. Our tagline should always be black, grey or white (please refer to colour values). The choice of colour will depend on the colour of the background of the design. The primary placement of the we believe in children stack is reversed out of an image in the top right hand space but can also be locked-up with the logo. We believe in children. 2/3rds 1/3rd 25
5 Our Colours Barnardos Australia colour is of critical importance to building an association with our visual identity. The green we have chosen closely aligns with the colour being utilised by our Barnardos in the United Kingdom, Ireland, and New Zealand, leveraging the credibility of the international Barnardos network. Primary Colours CMYK: 70/0/100/0 RGB: 85/185/70 PMS: 361 Web: #12ad2a 100% black 100% white CMYK: 42/0/60/0 RGB: 154/207/139 PMS: 361 Web: (60% tint of above) 85% black 65% black Secondary Colours CMYK: 100/0/5/5 RGB: 0/165/215 PMS: 639 Web: #009acf CMYK: 0/65/90/0 RGB: 245/125/50 PMS: 1665 Web: #e54800 CMYK: 0/75/10/0 RGB: 240/110/115 PMS: 212 Web: #f34d9a CMYK: 0/100/80/5 RGB: 225/30/55 PMS: 186 Web: #d
6 Our Font Our font has been considered to have both aesthetic and practical implications. The rounded serif font choices reflect the caring-determination personality of the Barnardos Australia brand and allows for the practicality of readability in long text documents, web accessibility and fine print type. Headings and feature text: Preferred Option: ITC Bookman Demi Alternative/Web Option: Georigia Bold Body Copy: Preferred Option: ITC Bookman Light Alternative/Web Option: Georgia Regular Legals/small text/tables/ s/accessibility issues: Arial Narrow To maximise readability and legibility the following should be considered: All type should be reproduced at a minimum size of 10 points. Reversed type should always be in demi or bold and a minimum of 12 points. Our fonts should never be stretched or condensed. All text should be set horizontally. Text should always be left aligned with a ragged right margin. Use of italics, underlining and block capitals should be avoided. Alternatively, when text needs to be emphasised the bold or demi font weights should be utilised. Leading should be relative to the font point size. 27
7 Our Spaceing Guide Whenever possible our documents should be broken in thirds as a spacing guide. Our spacing should always be based on a 2/3rds-left and 1/3rd-right. OR 2/3rds-top and 1/3rd-bottom. If a design is being used on an application which does not have bleed then the design should be encased with a 1pt line box on all edges. 2/3rds of vertical space 1/3rd of vertical space 2/3rds of horrizontal space 1/3rd of horrizontal space 28
8 Our strip - horizontal format In any Barnardos Australia branded product, the logo must not be used in isolation to the brand. For this reason the strip has been created. The strip should be a minimum of oneeighth of the design space and it is our preference to be horizontal at the bottom of the page. The white only option shown here is appropriate when the font in the 2/3rds space is too small to reverse out (i.e. smaller than 10point font). The text in the 2/3rds space can be changed depending on the audience, product and purpose. If the strip is being used on an application which does not have bleed then it should be encased with a 1pt line box. Preferred option All proceeds donated to Barnardos Australia to help children suffering abuse and neglect in Australia. For more information: We believe in children. 1pt line on box 2/3rds of horizontal space 1/3rd of horizontal space Alternative option All proceeds donated to Barnardos Australia to help children suffering abuse and neglect in Australia. For more information: pt line on box 2/3rds of horizontal space 1/3rd of horizontal space 29
9 Our strip - vertical format Should a horizontal strip not work with the design it is also appropriate to apply the strip vertically. It should still be 1/8th of the page and can be applied to the left or the right of the design. The white only option shown here is appropriate when the font in the 2/3rds space is too small to reverse out. The text in the 2/3rds space can be changed depending on the audience, product and purpose. If the strip is being used on an application which does not have bleed then it should be encased with a 1pt line box. 1pt line on box 1pt line on box All proceeds donated to Barnardos Australia to help children suffering abuse and neglect in Australia. For more information: /3rds of vertical space All proceeds donated to Barnardos Australia to help children suffering abuse and neglect in Australia. For more information: /3rds of vertical space 1/3rd of vertical space 1/3rd of vertical space 30
10 Anchored text box The anchored text box can be used to feature information over an image. It should never cover the child s face or encroach on the subjects in the photo. The box must always be anchored to either the right or left edge of the image. If the box is anchored on the left side, it must take up 2/3rds of the width of the image. If the box is anchored on the right side, it must take up 1/3rd of the width of the image. All text formatting guidelines apply. In particular, the font should not be no smaller than 10points and must be white on the solid green background. Anchored text box - left 2/3rds Anchored text box - right 1/3rd Nam volenditat rem natur, as et aut volorep tatiamet Atius Atius Omnistrum reperoris dolorer rumquassed magniet pernatem faccatia pratem et utectempores delic tempell Disquatquid miliquias il plitas et, si qui cor 31
11 Mandatory Inclusions Legal information A Company Limited by Guarantee Registered Charity ABN Models used to protect privacy Keyline: eg: HO_0000 Contact details space Every Barnardos product requires a dedicated space to our contact information. We would prefer this to be a minimum of 1/3rd of the page but it should be no smaller then 1/8th of the page space. We require the following elements laid out as follows: Example shown in bottom 1/3rd space of the back pannle of a DL brochure We believe in children ABN I A Company I Limited by Guarantee. Registered Charity I Models used for privacy I HO_
12 Our images Our images should ALWAYS be of paid models obtained by either a Barnardos conducted photo shoot with all permission forms collected and filed at Barnardos OR purchased from a licensed image purchase company, for example; istock or Getty images. Photography of children in care (including, but not limited to, children in temporary, permanent, crisis or respite foster care) can NEVER be used in advertising or any other promotional activity. Photography of children in our support programs may only be used for internal or business communication if an image permission for has been completed by their parent or legal guardian. This may include, but is not limited to, the annual review, the corporate plan, communication to corporate partners. Image of children in our support programs can NEVER be used in advertising or any other promotional activity. Our purchased imagery has been carefully chosen to reflect our child centric brand vision. Our primary focus is to express our positive outcomes. Children Our images should focus on a single child captured in a moment of their childhood. They should always aim to convey a sense of the individual personality of the child in order to communicate our child-centric approach. They must be candid and not cheesy and always portray the child in a positive light. Images can be of a single child, a single young person or siblings. Images should not be of large groups of children. Carers/Families Images involving an adult (family member, parent or care giver) should show interaction with the child but have the child as the main focus. The child should be looking into the camera even if the adult is not. In all imagery, it is important to allow space around the child s face and to NOT crop tightly. Portrait and landscape images are both suitable and use depends on the application. All images should also realistically represent the mixed ethnicities of Australians. 33
13 Children Young people Siblings With care givers 34
14 Putting it all together Our brand elements in action
15 We believe Short Term Foster Carers make a huge difference. Barnardos Australia needs carers for children aged 0 12 years. We pay $385 per week per child. Call Amber today We believe in children. Getting it right Image: focused on a single child doing something child-like, outdoors, real Tagline: reversed out of image Strip: is 2/3rd green, one third white, over image Logo: on a white background and within the 1/3rd white space Legal s: information included in Arial font and subtly Text: contained within the strip ABN A Company Limited by Guarantee Registered Charity Models used to protect privacy I WNSW_00346 We believe Short Term Foster Carers make a huge difference. Barnardos Australia needs carers for children aged 0 12 years. We provide training, support and $385 per week per child. We provide training, support and $385 per week per child. Call Amber today Getting it wrong Image: focused on the adult. Child is secondary. Inside and artificially lit. Looks staged Tagline: missing Strip: all green - missing spacing rule, strip also sitting beside the image not on top. Logo: Over an image a big no, no! Legal s: information missing Text: body copy font size in green space is too small reducing readability. Call to action over the image. 36
16 Headline here We believe in children. Headline here We believe in children. Getting it right Image: focused on a single child doing something child-like, outdoors, real. Adult is secondary. Anchored text box: achchored left and 2/3rds wide. OR anchored right in 1/3rd space Tagline: reversed out of image Strip: is 2/3rd green, one third white, over image Copy here: It explica tiuntium, nectectur moluptur aut laut rem. Dunt. Copy here: It explica t. Copy here: It explica t. Logo: on a white background and within the 1/3rd white space of the strip Text: contained within the strip and appropraite size Getting it wrong Copy here: It explica tiuntium, nectectur moluptur aut laut rem. Dunt. Atet occaerf erorecus aut doluptaerum quos voloria ndebitas quam aliqui occaborunt ligendae Image: obstructed by the anchored text box Anchored text box: achchored right and 2/3rds wide. Tagline: missing Strip: at the bottom. Text: body copy font size in green space is too small reducing readability. Call to action over the image. Headline here 37
17 Nam, int endessi ti ion sedio. omnimus, exerum nis sapersp ersperit fuga. Min rem estemod issuntur sedipsandi od quam aut exces autatio. Nequati quodi deliat. Modipsunt. unduntios explit volorem aspere consequi vellent harit qui dolorat ibustibearum et rerchici doluptatis eictiatia ditat. Nam, int endessi ti ion sedio. omnimus, exerum nis sapersp ersperit fuga. Min rem estemod issuntur sedipsandi od quam aut exces autatio. Nequati quodi deliat. Getting it right Contact details space: information contained with the 1/3rd space. Spacing rule: is 2/3rd green, 1/3rd white Logo: on a white background and within the 1/3rd white space of the strip Text: contained within the 2/3rd space and appropraite size Getting it wrong Contact details space: should not be on a green background Spacing rule: upside down Logo: never reverse our logo We believe in children We believe in children. ABN I A Company I Limited by Guarantee. Registered Charity I Models used for privacy I HO_0000 ABN I A Company I Limited by Guarantee. Registered Charity I Models used for privacy I HO_
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