CMY Brand Guidelines

Brand refresh I worked on whilst at the Centre for Multicultural Youth.

Transcript

1. Version 1.0 March 2013 Centre for Multicultural Youth
2. Centre for Multicultural Youth Brand Guidelines Contents 02 03 Brand Character 04 Typography 08 Logo use 09 Clearance and Size 10 Partnership 11 Supporter 12 Primary Colour 13 Secondary Colours 14 Photography Correspondence Address 304 Drummond St Carlton Victoria 3053 Offices Carlton Dandenong Broadmeadows Sunshine Morwell Ballarat Telephone 03 9340 3700 Fax 03 9349 3766 Email info@cmy.net.au ABN 00 000 000 000 © 2013 Centre for Multicultural Youth. This document is copyright, content may be reproduced with permission from CMY.
3. Centre for Multicultural Youth Brand Guidelines Brand Character Brand Character Our purpose To ensure that young people from migrant and refugee backgrounds have every opportunity to succeed in Australia. Our strategic vision Young people from migrant and refugee backgrounds are connected, empowered and influential Australians. Our values We believe diversity is a cornerstone of Australia’s success. We believe respect for everyone’s human rights is essential for a fair and equal society. We believe everyone should be able to feel like they belong and can participate fully. A charismatic leader CMY uses it’s highly specialised skills and experience to support young people to build better lives in Australia. We respond quickly to issues of concern and provide a platform for young people’s voices to be heard. We are continually developing and sharing our knowledge in order to drive change. Our partnership skills enable us to influence other organisations and decision makers at local, state and national levels. Over twenty years of experience means that we are trusted and respected and can bring people together on a journey towards a common future. Tone Clear, concise, honest, open, dynamic, optimistic, inclusive. Brand positioning Working to provide opportunities for multicultural young people. Leaders in the field - backed by over 20 years of experience and success. A youth organisation with young people as primary beneficiary and service providers as primary audience. Working in partnership and sharing knowledge to find the best solutions. Influential at local, state and national levels. 03
4. Centre for Multicultural Youth Brand Guidelines Clearance and Size Typography The clothes that words wear. Myriad Pro Myriad Pro is the primary sans-serif typeface for CMY and is to be used on all print and digital material. In the Opentype version Myriad Pro now contains 40 fonts in an array of weights and widths. This gives the typographer a palette of colors and variations on the basic letterforms to create designs. Captions, running heads and folios, bold chapter opening numbers, or assertive chapter titles all work well in Myriad. Meta Serif Meta Serif is the primary serif typeface for CMY and is to be used on all print and digital material. Meta Serif offers an expressiveness and verve, a sense of pace and energy. The face is flexible too. As body type, Meta Serif appears as an especially readable book face, the curvy refinements of those lovely hybrid terminals only becoming apparent at display and headline sizes. Meta Serif is fantastic in magazines, reference books, and corporate identities, either combined with Myriad Pro or on its own. Arial Arial is the secondary typeface for CMY and is to be used on all templates such as Word documents, Powerpoint templates and e-newsletters. Arial is a sans-serif typeface and set of system fonts. Fonts from the Arial family are packaged with all versions of Microsoft Windows, some other Microsoft software applications, Apple Mac OS X. The typeface was designed in 1982 by a 10-person team, led by Robin Nicholas and Patricia Saunders, for Monotype Typography. 04
5. Centre for Multicultural Youth Brand Guidelines Clearance and Size This is Myriad Pro Regular. 05
6. Centre for Multicultural Youth Brand Guidelines Clearance and Size This is Meta Serif Book. 06
7. Centre for Multicultural Youth Brand Guidelines Clearance and Size This is the Arial MT. 07
8. Centre for Multicultural Youth Brand Guidelines Clearance and Size Logo Use Master Identity CMY master identity in four variations. 08
9. Centre for Multicultural Youth Brand Guidelines Clearance and Size Clearance and Size Clearance Clear space refers to a distance of “X”, as a unit of measurement, surrounding each side of the CMY signature. “X” equals the height of the letter “C” of the CMY logotype. A minimum clear space requirement has been established to ensure the prominence and clarity of the CMY signature. It is essential that the CMY signature remains free of all graphics, taglines, identities, photography, and typography. Size Size refers to the smallest size at which the CMY signature may be reproduced to ensure its legibility. The minimum reproduction size of the CMY Victoria signature is 25mm in height and width, based on the height of the box. However, when space limitations dictate the use of a reproduction size that is smaller than the recommended minimum, contact the CMY Marketing Department for approval of those special applications. Observe the reproduction size requirements of the signature to avoid poor quality or distortion. X Minimum size at 100% (25mm) 09
10. Centre for Multicultural Youth Brand Guidelines Clearance and Size PARTNER LOGO Partnership Lock it up CMY work in conjunction with various organisations to provide programs and services. Wherever possible logos are to remain at the same size separated by a .25 vertical keyline in a 50% tint of the TEXT colour. PARTNER LOGO 10
11. Centre for Multicultural Youth Brand Guidelines Clearance and Size Supporter A small mention CMY is a supporter of many organisations who wish to remain autonymous in their branding. As a result the following treat- ment is to be used for all documents. Youth Referral and Independent Persons Program CMY is a supporter of the Youth Referral and Independent Persons Program CMY is a supporter of the Youth Referral and Independent Persons Program 11
12. Centre for Multicultural Youth Brand Guidelines Clearance and Size Primary Colour R 199 G 059 B 031 Orange, really? Color provides a strong visual link to our brand identity across a wide range of applications. CMY’s, purple and orange serve as our brand’s corporate colors for print, electronic and environmental applications. All primary and secondary colours can be found as a design swatch in the Design Tools folder. CMYK 00.91.89.19 PANTONE 1797C HEX #c73128 12
13. Centre for Multicultural Youth Brand Guidelines Clearance and Size Secondary Colours R 255 G 203 B 005 R 000 G 146 B 209 R 124 G 106 B 085 R 000 G 148 B 102 R 142 G 098 B 160 Supporting pallette The secondary color palette has been created for use in presentations and other corporate materials. To find colors that are consistent with the business needs of print and online applications of specific programs, please refer to the relevant style guides. To ensure consistent representation of our brand identity always use recommended vendors and reproduction methods. CMYK 00.20.100.00 PANTONE Yellow 012 C HEX #fac81f CMYK 77.03.06.12 PANTONE 306 C HEX #007eb6 CMYK 00.17.34.62 PANTONE 405 C HEX #7d6a55 CMYK 94.09.95.03 PANTONE 3405 C HEX #0FE10C CMYK 50.71.07.00 PANTONE 258 C HEX #804aed 13
14. Centre for Multicultural Youth Brand Guidelines Clearance and Size Photography Tone (Studio) The images shown demonstrate the creative distinction necessary to promote our style of communication. Specifically, we emphasize a creative style that conveys our desire to express vulnerability, leadership, safety and an insightful attention to young people. Avoid the use of images that are strongly generic and impersonal, guilt-ridden or in poor quality. Tone (Candid) Camera phones are a good opportunity to take more candid shots of clients, staff and events. If your camera phone doesn’t have an optical zoom use your feet to move you closer to your subject rather than using the digital zoom which can lower the quality of the shot. Go into your camera’s settings and make sure the highest resolution your camera phone can shoot at is selected as the higher the resolution the better the quality of the shot. 14
15. Centre for Multicultural Youth Brand Guidelines Clearance and Size Preferred Suppliers Printers Rob Pearce L&R Print Services Pty Ltd 54 Livingstone Street Ivanhoe 3079 03 9499 3939 0438 378 348 Jim Classic Colour Copying 540 Elizabeth Street Melbourne 3000 03 9349 1199 Paper Our specialty paper is Sovereign Offset. A premium uncoated, bright white paper offering excellent colour reproduction and value for money. Suitable for a variety of purposes, Sovereign Offset comes with a full laser guarantee across all weights and sheet sizes, making it ideal for both offset and digital printing applications. 15