Dietitians Association of Australia Brand Guidelines. September 2016

Transcription

1 Dietitians Association of Australia Brand Guidelines September 2016

2 Overview The purpose of this document is to guide the use of the DAA logo and to reinforce consistent application of the visual elements in all communications. This includes publications, presentations, and all other marketing materials both online and offline. There are separate Brand Guidelines for the use of the APD logo and the Australia s Healthy Weight Week logo. DAA s corporate identity is the face and image presented to DAA members, stakeholders and the public. Our identity is the total effect of the DAA logo, products, brand names, trademarks, advertising, brochures, and presentations everything that represents DAA and its members. This guide provides all the pertinent specifications needed to maintain the integrity of the DAA brand. The guidelines set in this document are not meant to inhibit, but to improve the creative process. By following these guidelines, the materials you create will represent DAA cohesively to the outside world.

3 About DAA DAA is the peak body representing more than 5,800 members the country s nutrition professionals. Vision Leadership in dietetics, food and nutrition for healthier people and healthier nations. Mission DAA is the peak body of dietetic and nutrition professionals providing strategic leadership in food and nutrition and advancing the professional interests of our members. Pillars In order to achieve our Mission, the following pillars are built on our foundation of supporting and engaging members: Stengthen the Foundation (Member Engagement) Champion excellence in practice Increase opportunities for members Advocate to influence external policy Collaborate on and influence international dietetic and nutrition issues Maintain and enhance good governance and management.

4 DAA logo DAA logo conceptual background The triangle device, which is integral to both the DAA and APD logos, was designed in three sections and represents the three levels of influence, with the top layer of the triangle being DAA, the organisation, the second, the profession of nutrition and dietetics and the third, the individual. The triangle design places DAA at the apex of the nutrition field. The triangle can also symbolise leadership expressed in the DAA Vision: Leadership in dietetics, food and nutrition for healthier people and healthier nations (Strategic Plan ). Universally, green is strongly associated with nature, is environmentally friendly, encompasses the concept of sustainable food supply and in the corporate space, is symbolic of health and growth. This is aligned with DAA s value and brand positioning, as well as the organisation s Strategic Plan ( ).

5 Logo usage The DAA logo is an important and valued graphic element and must be used consistently and appropriately, as even minor variations will undermine and compromise the image of the branding. Always use master artwork when reproducing any logo design. It should never be recreated under any circumstances. When reproducing any logo elements, only the original high-resolution or vector graphic files must be used - logos should not be taken from this document. Full colour logo usage is preferred.

6 Can I use the DAA logo? The DAA logo may only be used by DAA, or as specifically approved by the Board or CEO. Please contact DAA at nationaloffice@daa.asn.au for queries about using the DAA logo.

7 How to use the logo Exclusion Zone Minimum reproduction size Make sure that text or other design elements do not encroach upon the logo. The marked space should always be given to let the logo breathe, free from distraction. 5 mm minimum exclusion zone In the primary logo format a minimum size must be adhered to so that legibility is retained. In exceptional circumstances where space is below the recommended size, please seek Marketing approval for use below the minimum reproduction size. IMPORTANT: If you need to re-size the logo, take care not to distort the dimensions. Press shift when using your mouse to resize to ensure the logo ratios remain the same.

8 Do s and don ts Sizing - Do not distort the logo when resizing. Any resizing must be in proportion. Correct usage: Use of DAA logo as approved by DAA The colours do not clash and there is a level of contrast between the logo, typography and its specified backdrop Use of the DAA logo should avoid: Conflict of interest DAA endorsement of a branded product or service Association with activity which is unethical, misleading or which may bring DAA into disrepute. Placement Do not place the DAA logo together with a logo of another corporate entity without approval from DAA and the third party entity Incorrect usage: Colours - Do not change the colours of the logo even if they look similar. Use the official colour specifications detailed in these guidelines. COMPANY

9 Colours Accurate reproduction of the brand colour scheme is essential in communicating a clear and consistent message about DAA s image. The Pantone colours should be used wherever possible, with CMYK RGB being matched as closely as possible depending on the materials and print process. Black and white are acceptable as accent colours, in addition to the colours within the assigned scheme. Colour Light green Teal blue Light blue Darker teal blue Dark blue Orange Yellow Grey (75% black) Where used Pantone colour ref. CMYK RGB HEX In the banded strip 36,10,64,0 171,195,125 abc37d DAA logo In the banded strip 2401CP 77,7,51,0 17,172,150 11ac96 In the banded strip 68,4,18,0 53,184,205 35b8cd In the banded strip 87,36,39,7 0,124, c8b In the banded strip 98,68,41,26 0,72, APD logo, AHWW logo, in the banded strip 1665CP 0,68,100,0 243,115,33 f37321 In the banded strip 1,35,86,0 248,175,61 f8af3d Text of DAA external marketing materials 61,52,50,21 99,100,

10 Typefaces The primary typeface for all internal documents and any documents used to be converted to pdf for the website is Candara, size 11 or size 12 at your discretion. Candara is used for all text excluding headlines/titles in company documentation, communications, communication including signatures. Candara A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h I j k l m n o p q r s t u v w x y z !?., $%^&*() # ª º- _=+ {} []/ \ ~ å ç ƒ ^Δ μ~ø πoe ß Σ Ω For all marketing material (collateral sent to commercial printers) as well as materials designed by professional designers, use Open Sans. Open Sans A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h I j k l m n o p q r s t u v w x y z !?., $%^&*() # ª º- _=+ {} []/ \ ~ å ç ƒ ^Δ μ~ø πoe ß Σ Ω Open Sans is also the font used in the DAA and APD logos. DO NOT USE ANY OTHER FONT, no matter how close it might look to the DAA approved fonts.

11 CAL logo Logo usage The CAL logo is an important and valued graphic element and must be used consistently and appropriately, as even minor variations will undermine and compromise the image of the branding. The CAL logo may only be used by DAA, or as specifically approved by the Board or of CEO. Please contact for queries about using the CAL logo. DAA Centre for Advanced Learning Please apply exclusion zone, reproduction size and do s and don ts as outlined in this document for use of the DAA logo, to usage of the CAL logo. Accurate reproduction of the brand colour is essential in communicating a clear and consistent message about CAL s image. The CAL logo uses the Darker teal blue as outlined in this document. All accompanying documents use this colour and other colours within the DAA brand colour scheme.