BRANDING & STYLE GUIDE

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Debra Beasley
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1 BRANDING & STYLE GUIDE

BRANDING & STYLE GUIDE CHEAT SHEET Once you ve read the guidelines, this cheat sheet can act as a quick reference. ESSENTIAL These must be employed when preparing promotional material.

Web address (Page 26) www.scienceweek.net.

2 BRANDING & STYLE GUIDE CHEAT SHEET Once you ve read the guidelines, this cheat sheet can act as a quick reference. ESSENTIAL These must be employed when preparing promotional material. National Science Week Logo (Page 10) Australian Government Initiative / Inspiring Australia logo (Page 14) RECOMMENDED We strongly recommend you include the following in your promotional material. Web address (Page 26) Twitter hashtag (Page 26) #natsciwk Colour swatch (Page 24) BLACK GREY Typeface (Page 24) WHITE YELLOW ORANGE Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz For professionally designed material, please use: DIN Schrift 1451 Mittelschrift ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Dates (Page 27) 2015: August 2016: August 2017: August 2018: August

3 CONTENTS 1.0 WELCOME 1.1 Welcome 1.2 Brand 1.3 Objective 2.0 LOGO 2.1 Logo 2.2 Appearance 2.3 Colour use 2.4 Usage Choosing a logo Spacing and sizing With other logos Incorrect usage 2.5 The composite Australian Government Initiative / Inspiring Australia logo Usage Incorrect usage 2.6 Events funded by the Australian Government 3.0 BRAND APPLICATIONS 3.1 Brand applications 3.2 Design elements 3.3 Templates 4.0 BRAND ELEMENTS 4.1 Colour swatch 4.2 Typeface 4.3 Language 4.4 Tagline 4.5 Year specific logo 4.6 Web presence 4.7 Key facts 4.8 Date 4.9 Photographic imagery 5.0 PARTNER LOGOS National Science Week I Style Guide I 3

4 1.0 WELCOME 4 I National Science Week I Style Guide

5 1.0 National Science Week Welcome 1.1 WELCOME WELCOME TO THE NATIONAL SCIENCE WEEK BRANDING AND STYLE GUIDE. The aim of this guide is to help protect the National Science Week brand and create consistency across collateral being produced across Australia. We also aim to simplify and reduce the time you need to spend in preparing promotional material for National Science Week. The National Science Week brand describes who we are and what we do. Every time we use the brand we communicate a consistent message to the community. In this guide, you will find applications for the logos, colours, typefaces and design templates that express our brand. It covers all material produced for National Science Week, including advertising, posters, electronic material and stationery. You will be able to find information and guidance on the use of the National Science Week logo and the use of our partner logos. For National Science Week, maintaining a consistent, high quality and structured image means that we can build a stronger awareness of National Science Week amongst members of the public. To make this happen, we need your help! As you work through this guide, if you have any questions please contact the National Science Week team at Questacon on or scienceweek@industry.gov.au

6 1.0 National Science Week Welcome 1.2 BRAND The National Science Week festival is unique it s a grassroots program that is accessible and collaborative, engaging all ages and interest levels of science. It is a celebration of achievements in science and the future s up-and-coming talent. National Science Week is bright, captivating, interesting, inspirational and proudly Australian! This is who we are it s the National Science Week brand. 6 I National Science Week I Style Guide

7 1.0 National Science Week Welcome 1.3 OBJECTIVE National Science Week aims to raise the profile and increase the public understanding and public appreciation of science, innovation, mathematics, engineering and technology, and their role in maintaining and improving our society, economy and environment. Overall, our objectives are to: > Celebrate Australian talents and achievements in science, innovation, mathematics, engineering and technology ( science will be used as the generic term for these fields); > Provide an opportunity for all Australians to participate in events and activities that showcase science; > Demonstrate how science is interesting, challenging, important, and of direct relevance to our daily lives, the well-being of society and the environmentally sustainable growth of our economy; > Encourage young people to continue science studies beyond the compulsory years of schooling and to pursue science-based careers; and > Demonstrate the links between science subjects and science-based careers. By creating a consistent brand for National Science Week, we can increase the impact of the brand and add credibility to individual events. National Science Week I Style Guide I 7

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9 2.0 LOGO National Science Week I Style Guide I 9

10 2.0 National Science Week Logo 2.1 LOGO The National Science Week logo should be included on every piece of material produced for National Science Week. The Logo is available in two primary layouts - as a horizontal ( inline ) version and as a vertical ( stacked ) version. To a reasonable extent, the Logo you use is left to your discretion. There are two versions of the inline Logo, as demonstrated below. Inline on white background Inline on black background There are two versions of the stacked Logo, as demonstrated below. Stacked on white background Stacked on black background 10 I National Science Week I Style Guide

11 2.0 National Science Week Logo 2.2 APPEARANCE 2.3 COLOUR USE 2.4 USAGE When placing the National Science Week Logo on the page, please consider the following: > The Logo should always be accompanied by the composite Australian Government Initiative / Inspiring Australia logo (see section 2.5). > Second to the Australian Government Initiative / Inspiring Australia logo, the Logo should wherever possible be used as a heading being as large, if not larger, than the event title. > On the rare occasions where this is not possible: - the Logo must always be the largest logo on the page; - where National Science Week is not clearly visible in the heading, the Logo should be included at the top of the page, with any partners logos listed at the bottom. > The Logo used should be the highest resolution version available. It is intended that the National Science Week logo be reproduced in two colours only black and white. To add flexibility to this reproduction, guidelines for limited colour use have been developed. > The Logo can be placed on a coloured background. In this case, use the Logo where the word science has the highest contrast to the background colour. > The Logo should not change in its colours, only the background should change. > The Logo should not be represented in anything but black and white. > The Logo should not appear as a dark colour on a dark background Choosing a logo To a reasonable extent, the Logo you use is left to your discretion. We only ask that the Logo you select is the one where the word science is the most contrasting to the background. For example, on a white background you would use the Logo where science is black. National Science Week I Style Guide I 11

12 2.0 National Science Week Logo Spacing and sizing Wherever possible the minimum height of the inline Logo is 0.5cm and the minimum height of the stacked Logo is 1.5cm. It should never appear smaller than this, as demonstrated on the right. X For web use the minimum height of the inline Logo is 15 pixels and the minimum height of the stacked Logo is 44 pixels. X 12 I National Science Week I Style Guide

13 2.0 National Science Week Logo With other logos As stated earlier, the National Science Week Logo should always be the most prominent logo when used alongside other logos. Please ensure this is not jeopardised. National Science Week I Style Guide I 13

14 2.0 National Science Week Logo 2.5 THE GOVERNMENT LOGO Incorrect usage Consistency of the Logo is critical to establishing consistency across Australia. Please make sure you avoid the following: > Do not tilt the design > Do not enlarge or alter in proportion any part of the design > Do not rearrange the design > Do not reduce the design below the minimum size > Do not use the design in a low contrast manner > Do not use the lightbulb image on its own National Science Week is an Australian Government Initiative so it is appropriate to acknowledge that support by including the Australian Government Logo in the following ways Usage There are two versions of the Logo, as demonstrated on the next page. The Australian Government Logo should appear above or next to the National Science Week Logo, and have prominence over and above other images and graphic elements. Please refer to the link below for use of the Australian Government Logo. guidelines_pmc.rtf 14 I National Science Week I Style Guide

15 2.0 National Science Week Logo In-line Stacked Incorrect usage 2.6 EVENTS FUNDED BY THE AUSTRALIAN GOVERNMENT Recipients of Australian Government funding for National Science Week must, in all publications, promotional materials and activities relating to the event: > Acknowledge the financial and other support you have received from the Australian Government. The following acknowledgement may be used: This Inspiring Australia initiative is supported by the Australian Government as part of National Science Week. > Use the Australian Government Initiative/ Inspiring Australia Logo provided on the National Science Week website in accordance with our instructions. National Science Week I Style Guide I 15

17 3.0 BRAND APPLICATIONS

We know it s only early days but we are already busy getting ready to ignite the science imagination of Australians for National Science Week 2009.

Over 130 grant applications were received this year, with 40 exciting science events from across Australia eventually taking out a grant.

And with activities planned in metropolitan and rural areas, there is bound to be one near you!

In 2009, SCINEMA will explore the latest collaborations between science, film and art in over 200 cities and towns across Australia.

18 3.0 National Science Week Brand Applications 3.1 BRAND APPLICATIONS Newsletter Magazine Ad NEWSLETTER MARCH NATIONAL SCIENCE WEEK AUGUST 2009 WELCOME BACK! We know it s only early days but we are already busy getting ready to ignite the science imagination of Australians for National Science Week Last month Senator Kim Carr, Minister for Innovation, Industry, Science and Research, announced the recipients of the Australian Government grants to run National Science Week community events. Over 130 grant applications were received this year, with 40 exciting science events from across Australia eventually taking out a grant. From a Science Ninja Van in Western Australia to a Young Galileos project in Wollongong, the National Science Week events allocated grants look set to be some of the best yet. And with activities planned in metropolitan and rural areas, there is bound to be one near you! SOME OF THE NATIONAL SCIENCE WEEK ACTIVITIES COMING TO YOU IN AUGUST INCLUDE: ACT: SCINEMA SCINEMA is Australia s only science film festival. In 2009, SCINEMA will explore the latest collaborations between science, film and art in over 200 cities and towns across Australia. To help celebrate 2009 as the International Year of Astronomy, there will also be a national student short film competition based on this theme. NSW: YOUNG GALILEOS The Young Galileos project will inspire younger children to look up at the night sky. They will have the chance to build their own telescopes, which will have a similar power to Galileos, and then view the Galilean moons of Jupiter. NT: BUSH FOOD OF THE ARNHEM LAND Long before settlement, Aboriginal people lived on bush food. But its value to other cultures is just starting to be recognised. Led by local rangers, a bush chef, a botanist and science teachers, this National Science Week event will involve a number of interactive workshops in which the culinary, botanical, cultural and nutritional value of bush food will be investigated. SA: BEER: BARLEY TO BOTTLE A treat for beer lovers, this event will explore the science behind beer production. Comprising short presentations that cover barley breeding, malting, brewing and beer tasting, this National Science Week event will be a treat for the senses! QLD: SCIENCE FOR LIFE! NEWSLETTER MARCH This National Science Week, the Queensland Museum will shine the spotlight on science with a series of science-based fun and learning experiences for all ages. The program will include science theatre and science cinema as well as allowing visitors the opportunity to meet museum scientists and discuss their research. NATIONAL SCIENCE IN OTHER NEWS: WEEK SCHOOLS GRANTS TAS: YOUNG TASSIE SCIENTISTS School grants for National Science Week From 1 January 2009, HECS for This year, regional and remote activities will be opening soon. Grants of commencing maths and science students communities throughout Tasmania will up to $500 are available to any Australian has been reduced from $7,260 to $4,077. have the chance to hear from some of our best and brightest young science pre-school, primary or secondary school. Furthermore, university maths and researchers. As part of the Young Information and application forms will science students graduating from the Tassie Scientists program, early career be available on the ASTA website from end of the 2nd semester of 2008 will be researchers will be visiting schools 2 March 2009 at eligible for a 50% reduction in their HECS and communities to talk about their repayments if they pursue a science- or fascinating work. NATIONAL SCIENCE WEEK ONLINE maths-related career, including teaching. Following the very successful launch of VIC: SUPER MEGA BATTLE the National Science Week website last BE A PART OF SCINEMA FOR PLANET EARTH year, we are moving further into the cyber SCINEMA is a national film festival This fast-paced, interactive show world with the development of a National exploring the world of science through features mathematician and comedian Science Week myspace page film and one of the major events of NSWk Simon Pampena. Premiering at the and facebook profile SCINEMA is looking for venues - if Melbourne Comedy Festival, the comedy your school, library, town hall, museum show featuring interactive fun and In the coming months, you will be able or gallery is interested in being a part multimedia will be touring to Darwin, to access these sites to find out about of this free national event - download Adelaide, Hobart, Brisbane, Melbourne local events, read more about our famous the venue application form ( and Sydney. science guests, watch interactive science scinema.com.au/program/09venue.pdf). experiments and sketches and enter Students can be a part of SCINEMA s short WA: SCIENCE NINJA VAN a range of exclusive competitions. film challenge this year, with the winning The Science Ninja Van will take science to filmmaker to produce a short film (5mins) the wheat belt and wine growing regions Keep an eye out for more details about space winning a trip to Australia s of South West WA. By day the science in the coming months. major astronomy facilities, including The ninjas will travel to producers and their SUPPORTING SCIENCE Dish in Parkes, NSW. Download your entry families to conduct soil tests and provide AND MATHS STUDENTS form here ( scientific advice. By night the science au/enter/skystudententry.pdf). ninjas will provide an interactive show The Australian Government is and hands on activities for the whole committed to investing in the future community. of maths and science. Web Banner August I National Science Week I Style Guide

promotional material. These elements are available in Photoshop and jpeg files.

material. For maximum impact, we recommend these be applied to a black background.

19 3.0 National Science Week Brand Applications 3.2 DESIGN ELEMENTS There are four key design elements that can be used when creating your own promotional material. These elements are available in Photoshop and jpeg files. They are not the logo, simply an additional graphic design feature that can be used in promotional material. For maximum impact, we recommend these be applied to a black background. Ignite Your Imagination To obtain copies of the files, please contact the team on scienceweek@industry.gov.au Sparks Light bulb Light bulb with tag line National Science Week I Style Guide I 19

20 3.0 National Science Week Brand Applications 3.3 TEMPLATES A comprehensive range of templates have been provided and should minimise the amount of collateral you need to produce. When using the templates, all the text colours and sizing have been specified. Please do not tamper with the templates in any way. These templates can be downloaded from the National Science Week website. Here is a full list of what is provided: > Letterhead > Memo > Media Release > Community Listing > Media Alert > Event Running Sheet > Publicity Guide > Poster > Invitation > E-Invitation > Web Ads > Certificate of Appreciation 20 I National Science Week I Style Guide

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23 4.0 BRAND ELEMENTS

24 4.0 National Science Week Brand Elements 4.1 COLOUR SWATCH 4.2 TYPEFACE This is the National Science Week colour swatch and these should be the primary colours used in your promotional material. BLACK GREY WHITE YELLOW ORANGE Grey CMYK = 0, 0, 0, 70 RGB = 109, 111, 113 Yellow CMYK = 0, 25, 99, 0 RGB = 255, 194, 19 Orange CMYK = 0, 59, 100, 0 RGB = 245, 132, 31 In all collateral produced for National Science Week internal and external please use this typeface: ARIAL HEADINGS: 14PT, CAPITALS, BOLD SUBHEADINGS: 12PT Body text: 11pt Contact details: 11pt For professionally designed material, please use: DIN SCHRIFT 1451 MITTELSCHRIFT HEADINGS: 18PT, CAPITALS SUBHEADINGS: 9.5PT, CAPITALS Body text: pt WEB: DIN SCHRIFT 1451 ENGSCHRIFT: 30kern 24 I National Science Week I Style Guide

The Twitter hashtag is #natsciwk Ignite your imagination is the tagline for National Science Week.

25 4.0 National Science Week Brand Elements 4.3 LANGUAGE 4.4 TAGLINE 4.5 YEAR SPECIFIC LOGO Always refer to National Science Week by its full name, and not Science Week. You may wish to use the initials NSWk when referring to National Science Week internally, but this should not be used in any public communications. The Twitter hashtag is #natsciwk Ignite your imagination is the tagline for National Science Week. The tagline may be used to communicate the National Science Week feel, but is not an essential component for promotional material. If you wish to use the Logo as your heading, you can include the year alongside the Logo. National Science Week I Style Guide I 25

26 4.0 National Science Week Brand Elements 4.6 WEB PRESENCE 4.7 KEY FACTS The National Science Week website is a great resource and reference to the site should be included in all collateral except internal communication. The website should be clearly visible in your promotional material but the positioning is for you to decide. National Science Week is on Facebook at and on The Twitter hashtag for National Science Week is #natsciwk. The National Science Week App is available for both ios and Android. When preparing collateral, particularly informative pieces, you may wish to include the key facts of National Science Week: > National Science Week is one of Australia s largest festivals, with an annual audience of over a million and more than 1700 events held across the nation in > National Science Week is a celebration of science, engineering, mathematics, technology and innovation. > In 2016 National Science Week will run from 13 to 21 August, with events taking place in every state and territory of Australia. > National Science Week is an initiative of the Australian Government, and is strongly supported by the Commonwealth Scientific and Industrial Research Organisation (CSIRO), the Australian Science Teachers Association (ASTA) and Australian Broadcasting Corporation (ABC). > Now moving into its ninteenth year in 2016, National Science Week has hosted tens of thousands of events over the years and around 40% of the Australian population are aware of the festival. > The majority of National Science Week events are free and open to the public, and they offer an opportunity for all Australians to get involved. 26 I National Science Week I Style Guide

Try to capture these elements in your imagery!

27 4.0 National Science Week Brand Elements 4.8 DATE 4.9 PHOTOGRAPHIC IMAGERY These are the dates for National Science Week: AUGUST AUGUST AUGUST AUGUST Photographic imagery should reflect the brand of National Science Week. As described in Section 1.2, National Science Week is unique, grassroots, accessible and collaborative. Try to capture these elements in your imagery! Be sure to use photos that accurately reflect the National Science Week audience both adults and children. It is helpful to include relevant dates in your promotional material where no other date is specified. National Science Week I Style Guide I 27

29 5.0 PARTNER LOGOS

30 5.0 National Science Week Partner Logos 5.0 PARTNERS LOGOS The following information is only applicable for members of the state and territory Coordinating Committees. For significant pieces of promotional material, you may desire to include the National Science Week Management Committees logos ABC, ASTA and CSIRO. Refer to the table below for use of these: ABC ASTA CSIRO Always requires approval. Kylie Andrews who will supply the logo and seek MD s approval: andrews.kylie@abc.net.au Does not require approval Does not require approval 30 I National Science Week I Style Guide

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BRANDING & STYLE GUIDE

BRANDING & STYLE GUIDE BRANDING & STYLE GUIDE CHEAT SHEET Once you ve read the guidelines, this cheat sheet can act as a quick reference. ESSENTIAL These must be employed when preparing promotional material.