Ara Brand Specifications Manual
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ARA BRAND SPECIFICATIONS MANUAL ARA BRAND SPECIFICATIONS MANUAL Contents 1.0 Logomark 1.0 Logomark 1.1 Logomark – preferred use 1.2 Logomark – limited use 1.3 Logomark – restricted use 1.4 Logomark – minimum size 1.5 Logomark – clear space 1.6 Logomark – misuse 2.0 Colour 2.0 Colour – parent palette 2.1 Colour – logomark colour formats 2.2 Colour – logomark formats colour matrix 2.3 Colour – Ara course colour palette 2.0 Typography 3.0 Typography – primary typefaces 3.1 Typography – word processing typefaces 3.2 Typography – electronic communication typefaces 02 CONTROLLED DOCUMENT: SECTION CREATED: APRIL 2016. This is an uncontrolled and unauthorised copy if photocopied. Distribution of the Ara Brand Specifications Manual must be in consultation with the Creative Brand Manager. ARA BRAND SPECIFICATIONS MANUAL Document Control Document Allocation Copy Faculty/school Name Signature Date Copy 1 These guidelines are a controlled document. Copy 2 Copy 3 Copy 4 Copy 5 Copy 6 Copy 7 Copy 8 Copy 9 Copy 10 Copy 11 Copy 12 03 CONTROLLED DOCUMENT: SECTION CREATED: APRIL 2016. This is an uncontrolled and unauthorised copy if photocopied. Distribution of the Ara Brand Specifications Manual must be in consultation with the Creative Brand Manager. ARA BRAND SPECIFICATIONS MANUAL Document Control Amendment Register Amend No. Section replaced Date Signed 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 04 CONTROLLED DOCUMENT: SECTION CREATED: APRIL 2016. This is an uncontrolled and unauthorised copy if photocopied. Distribution of the Ara Brand Specifications Manual must be in consultation with the Creative Brand Manager. ARA BRAND SPECIFICATIONS MANUAL Brand standards are governed by the Ara Marketing Policy As referenced by Ara Marketing Policy CPP101. See section 3.1 Brand Standards and Logo Use. 3.1 Brand Standards and Logo Use CPIT Brand Standards will be adhered to at all times and apply to all CPIT corporate, promotional, advertising, communication, academic, teaching, administrative internal and external print, and /or multi-media documentation or images. a The Ara logo and/or strategic brand poistioning, and any significant changes to it, is approved by the Ara Council. b To ensure compliance with the Brand Standards all Ara Council members, staff and any external parties are required to gain approval from Ara’s Marketing Manager for the use of Ara logo and brand imagery in any context. c Ara Brand Standards are published in controlled implementation with only 10- printed copies in circulation. Nine complete sets are held within Marketing Services, and one copy is held by the Office of the Chief Executive. The document is published for general use onto the Ara Infoweb. d Any changes to the Ara Brand Standard documentation must be approved by the Marketing Manager and require that an updated version of the relevant pages be inserted into all 10 controlled copies. e Any Ara published brand related material or template that has been created outside of Marketing Services, either as part of an internal academic or allied department, teaching or learning practice, is required to receive signed brand approval from the Marketing Manager or delegate if that material is to be distributed internally or externally and /or displayed publicly in any context including Ara public areas, buildings and events. f Staff are not permitted to create their own Ara branded template in any circumstance and must seek an approved Ara template or request the development of a new Ara template from Marketing Services. g If a need exists to create a new branded template for internal or external use, Marketing Services will create, design, produce and distribute the new template. This approved template will then form part of Ara’s Brand Standards controlled documentation. 05 CONTROLLED DOCUMENT: SECTION CREATED: APRIL 2016. This is an uncontrolled and unauthorised copy if photocopied. Distribution of the Ara Brand Specifications Manual must be in consultation with the Creative Brand Manager. ARA BRAND SPECIFICATIONS MANUAL Brand standards are governed by the Ara Marketing Policy As referenced by Ara Marketing Policy CPP101. See section 3.1 Brand Standards and Logo Use. 1.4 Formal Delegations The holders of the positions detailed in the table below are authorised to approve marketing activity and speak on behalf of Ara on the matters described in the following schedule. Ara Position Associated Authority Ara Council Chair Brand related • On recommendation from Ara’s Chief Executive or delegate and on behalf of Ara Council • Approval of significant changes to Ara brand or logo. Ara Chief Executive Brand related • Approval of Ara strategic top level marketing positioning and recruitment campaign concepts, utilising high profile media channels, such as television commercials and outdoor advertising to ensure alignment to Ara’s strategic objectives • Approval of intent to make any significant changes to Ara brand or logo. Marketing Manager • • • • Approval of all requests related to the use of the Ara logo and intended brand use Approval of new brand templates Approval of any change, update and/or review of the Ara Brand Standard controlled documentation Approval of visual design, development and content for publication and distribution of any Ara branded multi-media marketing and communication activity as detailed and defined within this policy • Approval of and/or oversight for any Ara media related activity, media releases and corporate positioning statements in consultation with or as delegated by the Communications Manager. Communications Manager It is expected that the Marketing Manager will appropriately consult in the carrying out of these delegations. • Approval and/or oversight for any Ara media related activity, media releases and corporate positioning statements in consultation with the Council Chair and the Chief Executive as appropriate. 06 CONTROLLED DOCUMENT: SECTION CREATED: APRIL 2016. This is an uncontrolled and unauthorised copy if photocopied. Distribution of the Ara Brand Specifications Manual must be in consultation with the Creative Brand Manager. ARA BRAND SPECIFICATIONS MANUAL SECTION 1: LOGOMARK 1.0 Logomark For any logo requests contact the Creative Brand Manager. Formal delegations as noted in the policy are: Associated procedure as defined in section 3.1 b and e of the CPIT Marketing Policy CPP101. NATURE OF REQUEST / APPROVAL SOUGHT DIRECT REQUEST TO: 1 Creative Brand Manager 3.1 Brand Standards and Logo Use CPIT Brand Standards will be adhered to at all times and apply to all CPIT corporate, promotional, advertising, communication, academic, teaching, administrative internal and external print, and /or multi-media documentation or images. b To ensure compliance with the Brand Standards all CPIT Council members, staff and any external parties are required to gain approval from CPIT’s Marketing Manager for the use of CPIT logo and brand imagery in any context. e Any CPIT published brand related material or template that has been created outside of Marketing Services, either as part of an internal academic or allied department, teaching or learning practice, is required to receive signed brand approval from the Marketing Manager or delegate if that material is to be distributed internally or externally and /or displayed publicly in any context including CPIT public areas, buildings and events. Brand Standards and Logo Use including new template requests 2 Advertising, promotion, campaign, showcasing, profiling, merchandise and collateral production Marketing Advisors 3 Media Buying & Agency Relationship Marketing Manager 4 News Media: Media Releases/Relationships and Direct Engagement Communications Manager 5 Stakeholder Engagement within Secondary School and Community Markets Student Liaison Manager 6 Websites: Extranet and Intranet Marketing Manager 7 Social Media Communications Manager 8 Sponsorship Communications Manager 07 ARA BRAND SPECIFICATIONS MANUAL SECTION 1: LOGOMARK 1.0 Logomark The Ara logomark is the graphic device that visually underpins the entire Ara brand. The preservation of this logomark is integral to a consolidated and consistent approach for all Ara internal and external brand projects. The Logomark section of this brand specifications manual details the design of the logomark, its various formats, and rules around appropriate usage. 08 CONTROLLED DOCUMENT: SECTION CREATED: APRIL 2016. This is an uncontrolled and unauthorised copy if photocopied. Distribution of the Ara Brand Specifications Manual must be in consultation with the Creative Brand Manager. ARA BRAND SPECIFICATIONS MANUAL SECTION 1: LOGOMARK 1.1 Logomark Preferred use Primary logomark The preferred version of the Ara Logomark comprises the triangular graphic device, Ara name and ‘Institute of Canterbury’ and ‘Ara rau, taumata rau’ wording. Secondary logomark The portrait format of the Ara logomark should be used as the primary default version wherever possible. The secondary horizontal version of the Ara logomark should be used where the application size or proportions would compromise legibility if the primary logomark was used. 09 CONTROLLED DOCUMENT: SECTION CREATED: APRIL 2016. This is an uncontrolled and unauthorised copy if photocopied. Distribution of the Ara Brand Specifications Manual must be in consultation with the Creative Brand Manager. ARA BRAND SPECIFICATIONS MANUAL SECTION 1: LOGOMARK 1.2 Logomark Limited use Primary logomark: Limited use The limited use version of the Ara Logomark comprises the triangular graphic device, Ara name and ‘Institute of Canterbury’, with no Māori wording. Secondary logomark: Limited use The primary and secondary versions of the limited use logomark can be used in applications where size restrictions render the Māori wording illegible. Application of the limited use logomark should be decided in conjunction with Marketing Services, with sign-off from the Marketing Manager. 10 CONTROLLED DOCUMENT: SECTION CREATED: APRIL 2016. This is an uncontrolled and unauthorised copy if photocopied. Distribution of the Ara Brand Specifications Manual must be in consultation with the Creative Brand Manager. ARA BRAND SPECIFICATIONS MANUAL SECTION 1: LOGOMARK 1.3 Logomark Restricted use Primary logomark: Restricted use The restricted use version of the Ara Logomark comprises the triangular graphic device and the Ara name, with no ‘Institute of Canterbury’ or Māori wording. Secondary logomark: Restricted use The primary and secondary versions of the restricted use logomark can be used in applications where size restrictions render the ‘Institute of Canterbury’ and Māori wording illegible, or for other ‘special’ applications. Application of the limited use logomark should be decided in conjunction with Marketing Services, with sign-off from the Marketing Manager. 11 CONTROLLED DOCUMENT: SECTION CREATED: APRIL 2016. This is an uncontrolled and unauthorised copy if photocopied. Distribution of the Ara Brand Specifications Manual must be in consultation with the Creative Brand Manager. ARA BRAND SPECIFICATIONS MANUAL SECTION 1: LOGOMARK 1.4 Logomark Minimum size To ensure legibility, all formats and versions of the Ara logomark have been assigned mimimum sizes for application. No Ara logomark should be used smaller than the the sizes shown on this page. Primary logomark Secondary logomark 26mm 12mm Primary logomark: Limited Use Secondary logomark: Limited Use 12mm Primary logomark: Restricted Use 5mm 26mm Primary logomark: Restricted Use 12mm 12 CONTROLLED DOCUMENT: SECTION CREATED: APRIL 2016. This is an uncontrolled and unauthorised copy if photocopied. Distribution of the Ara Brand Specifications Manual must be in consultation with the Creative Brand Manager. ARA BRAND SPECIFICATIONS MANUAL SECTION 1: LOGOMARK 1.5 Logomark Clear space Primary logomark Secondary logomark Primary logomark: Limited Use Secondary logomark: Limited Use Primary logomark: Restricted Use Secondary logomark: Restricted Use To allow the Ara logomark to sit comfortably with other content, a minimum clear space requirement as been applied. The minimum clear space required around the Ara logomark at all times is equivilant to the height of the uppercase ‘A’ of the word Ara. Please note: The clear space detailed on this page is a minimum requirement. Larger clear space areas may be used where appropriate. 13 CONTROLLED DOCUMENT: SECTION CREATED: APRIL 2016. This is an uncontrolled and unauthorised copy if photocopied. Distribution of the Ara Brand Specifications Manual must be in consultation with the Creative Brand Manager. ARA BRAND SPECIFICATIONS MANUAL SECTION 1: LOGOMARK 1.6 Logomark Misuse Rearranging the elements Changing the size of elements Changing the colour of elements Rotating the logomark Rotating the logomark Using the logomark too small Placing a box around the logomark Using low resolution artwork Adding elements to the logomark Compressing the logomark Stretching the logomark Using the wrong colour format To ensure integrity and consistency, all versions of the Ara logomark must remain unaltered at all times. Shown on this page are common examples of logomark misuse. None of these formats are acceptable reproductions of the Ara logomark. 14 CONTROLLED DOCUMENT: SECTION CREATED: APRIL 2016. This is an uncontrolled and unauthorised copy if photocopied. Distribution of the Ara Brand Specifications Manual must be in consultation with the Creative Brand Manager. ARA BRAND SPECIFICATIONS MANUAL SECTION 2: COLOUR 2.0 Colour For any logo requests contact the Creative Brand Manager. Formal delegations as noted in the policy are: Associated procedure as defined in section 3.1 b and e of the CPIT Marketing Policy CPP101. NATURE OF REQUEST / APPROVAL SOUGHT DIRECT REQUEST TO: 1 Creative Brand Manager 3.1 Brand Standards and Logo Use CPIT Brand Standards will be adhered to at all times and apply to all CPIT corporate, promotional, advertising, communication, academic, teaching, administrative internal and external print, and /or multi-media documentation or images. b To ensure compliance with the Brand Standards all CPIT Council members, staff and any external parties are required to gain approval from CPIT’s Marketing Manager for the use of CPIT logo and brand imagery in any context. e Any CPIT published brand related material or template that has been created outside of Marketing Services, either as part of an internal academic or allied department, teaching or learning practice, is required to receive signed brand approval from the Marketing Manager or delegate if that material is to be distributed internally or externally and /or displayed publicly in any context including CPIT public areas, buildings and events. Brand Standards and Logo Use including new template requests 2 Advertising, promotion, campaign, showcasing, profiling, merchandise and collateral production Marketing Advisors 3 Media Buying & Agency Relationship Marketing Manager 4 News Media: Media Releases/Relationships and Direct Engagement Communications Manager 5 Stakeholder Engagement within Secondary School and Community Markets Student Liaison Manager 6 Websites: Extranet and Intranet Marketing Manager 7 Social Media Communications Manager 8 Sponsorship Communications Manager 15 ARA BRAND SPECIFICATIONS MANUAL SECTION 2: COLOUR 2.0 Colour Parent palette Parent colour 1: Deep Spring Secondary Colours PMS 7699 These colours form the full Ara logomark, and are not to be used individually. Please refer to page 14 for the individual course colour palette. C60 M0 Y0 K70 R12 G88 B110 The Ara parent colour palette is made up of various hues of blue and green. Parent colour 2: Shallow Spring PMS 2220 C40 M10 Y10 K0 Two parent colours (with black and white) have been assigned for all corporate level usage, as detailed on this page. R150 G197 B216 Five secondary colours complete the Ara logomark. These colours are not to be used independently of the logomark in any communication or marketing collateral. Parent colour 3: Black PANTONE Black C0 M0 Y0 K100 R0 G0 B0 Parent colour 4: White C0 M0 Y0 K0 R255 G255 B255 16 CONTROLLED DOCUMENT: SECTION CREATED: APRIL 2016. This is an uncontrolled and unauthorised copy if photocopied. Distribution of the Ara Brand Specifications Manual must be in consultation with the Creative Brand Manager. ARA BRAND SPECIFICATIONS MANUAL SECTION 2: COLOUR 2.1 Colour Logomark colour formats The Ara lgomark can be used in three different colour formats: Full colour, single colour or black and white. The logomark can used on light or dark backgrounds. Please note: A second colour has been assigned to Parent Colour 1 when the Ara logomark is being reproduced on a very dark or black background. This colour is refered to as ‘Parent Colour 1A’, and provides a legible, tonally-accurate colour representation of Parent Colour 1 when reproduced on darker backgrounds. Full colour Full colour CMYK CMYK RGB RGB Single colour Single colour PMS 2261 PLEASE NOTE: Parent Colour 1A for dark backgrounds C60 M0 Y0 K70 R12 G88 B110 PMS 2185 C75 M0 Y0 K45 R0 G120 B155 Black & white PANTONE Black C0 M0 Y0 K100 R0 G0 B0 Black & white White C0 M0 Y0 K0 R255 G255 B255 17 CONTROLLED DOCUMENT: SECTION CREATED: APRIL 2016. This is an uncontrolled and unauthorised copy if photocopied. Distribution of the Ara Brand Specifications Manual must be in consultation with the Creative Brand Manager. ARA BRAND SPECIFICATIONS MANUAL SECTION 2: COLOUR 2.2 Colour Logomark formats colour matrix The matrix on this page shows the various colour assignments for the primary logomark in preferred use, limited use and restricted use formats. Primary logomark: Preferred use Primary logomark: Limited use Primary logomark: Restricted use 18 CONTROLLED DOCUMENT: SECTION CREATED: APRIL 2016. This is an uncontrolled and unauthorised copy if photocopied. Distribution of the Ara Brand Specifications Manual must be in consultation with the Creative Brand Manager. ARA BRAND SPECIFICATIONS MANUAL SECTION 2: COLOUR 2.3 Colour Ara course colour palette Hospitality, Languages and Travel PMS 2261 C50 M0 Y50 K0 R130 G202 B156 Māori and Pasifika Studies PMS 2223 C100 M20 Y30 K35 R0 G106 B124 Automotive and Engineering Trades PMS 2220 C80 M20 Y30 K0 R0 G156 B173 Commerce and Business PMS 7544 C17 M0 Y0 K57 R109 G127 B137 Each Ara course as been assigned a colour to be used in various course-realated communications and marketing collateral. Creative PMS 2183 C58 M35 Y0 K34 R79 G108 B150 Health and Education PMS 727 C35 M45 Y68 K0 R210 G183 B109 Use of individual course colours outside of their assigned courses should be decided in conjunction with Marketing Services, with sign-off from the Marketing Manager. Architectural Studies and Engineering PMS 319 C55 M0 Y30 K0 R109 G200 B191 Computing and ICT PMS 2165 C53 M21 Y5 K35 R84 G123 B152 Construction and Electrical Trades PMS 2218 C70 M0 Y30 K0 R39 G189 B190 Primary Industries PMS 7535 C23 M21 Y40 K12 R178 G170 B142 The Ara course colour palette has been developed to bring an engaging, natural series of colours to the overall Ara brand. 19 CONTROLLED DOCUMENT: SECTION CREATED: APRIL 2016. This is an uncontrolled and unauthorised copy if photocopied. Distribution of the Ara Brand Specifications Manual must be in consultation with the Creative Brand Manager. ARA BRAND SPECIFICATIONS MANUAL SECTION 3: TYPOGRAPHY 3.0 Typography For any logo requests contact the Creative Brand Manager. Formal delegations as noted in the policy are: Associated procedure as defined in section 3.1 b and e of the CPIT Marketing Policy CPP101. NATURE OF REQUEST / APPROVAL SOUGHT DIRECT REQUEST TO: 1 Creative Brand Manager 3.1 Brand Standards and Logo Use CPIT Brand Standards will be adhered to at all times and apply to all CPIT corporate, promotional, advertising, communication, academic, teaching, administrative internal and external print, and /or multi-media documentation or images. b To ensure compliance with the Brand Standards all CPIT Council members, staff and any external parties are required to gain approval from CPIT’s Marketing Manager for the use of CPIT logo and brand imagery in any context. e Any CPIT published brand related material or template that has been created outside of Marketing Services, either as part of an internal academic or allied department, teaching or learning practice, is required to receive signed brand approval from the Marketing Manager or delegate if that material is to be distributed internally or externally and /or displayed publicly in any context including CPIT public areas, buildings and events. Brand Standards and Logo Use including new template requests 2 Advertising, promotion, campaign, showcasing, profiling, merchandise and collateral production Marketing Advisors 3 Media Buying & Agency Relationship Marketing Manager 4 News Media: Media Releases/Relationships and Direct Engagement Communications Manager 5 Stakeholder Engagement within Secondary School and Community Markets Student Liaison Manager 6 Websites: Extranet and Intranet Marketing Manager 7 Social Media Communications Manager 8 Sponsorship Communications Manager 20 ARA BRAND SPECIFICATIONS MANUAL SECTION 3: TYPOGRAPHY 3.0 Typography Primary typefaces A selection of six typefaces from a single typeface family has been assigned to the Ara brand. Stag Sans Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ CORPORATE TYPEFACE MARKETING TYPEFACE Stag Sans Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ CORPORATE TYPEFACE MARKETING TYPEFACE Stag Sans Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ CORPORATE TYPEFACE MARKETING TYPEFACE Stag Light Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Stag Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Stag Stencil Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ All typefaces fall within the extensive ‘Stag’ typeface family, with allocation to marketing and corporate usage as detailed below. Corporate may use: Stag Sans Light Stag Sans Medium Stag Sans Bold Marketing may use: Stag Sans Light Stag Sans Medium Stag Sans Bold Stag Light Italic Stag Bold Stag Stencil Bold MARKETING TYPEFACE MARKETING TYPEFACE MARKETING TYPEFACE 21 CONTROLLED DOCUMENT: SECTION CREATED: APRIL 2016. This is an uncontrolled and unauthorised copy if photocopied. Distribution of the Ara Brand Specifications Manual must be in consultation with the Creative Brand Manager. ARA BRAND SPECIFICATIONS MANUAL SECTION 3: TYPOGRAPHY 3.1 Typography Word processing typefaces Due to licensing restrictions, the use of the ‘Stag’ family of typefaces is limited to marketing and corporate applications. The Arial family of typefaces is available for all word processing requirements. Body copy: Arial Regular Arial Regular Italic Arial Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Arial Regular Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Arial Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Arial Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Arial Black abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Headings and highlight text: Arial Bold Arial Bold Italic Arial Black 22 CONTROLLED DOCUMENT: SECTION CREATED: APRIL 2016. This is an uncontrolled and unauthorised copy if photocopied. Distribution of the Ara Brand Specifications Manual must be in consultation with the Creative Brand Manager. ARA BRAND SPECIFICATIONS MANUAL SECTION 3: TYPOGRAPHY 3.2 Typography Electronic communication typefaces Due to licensing restrictions, the use of the ‘Stag’ family of typefaces is limited to marketing and corporate applications. The Calibri family of typefaces is available for all electronic communication requirements. Calibri Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Calibri Regular Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Calibri Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Calibri Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Body copy: Calibri Regular Calibri Regular Italic Headings and highlight text: Calibri Bold Calibri Bold Italic 23 CONTROLLED DOCUMENT: SECTION CREATED: APRIL 2016. This is an uncontrolled and unauthorised copy if photocopied. Distribution of the Ara Brand Specifications Manual must be in consultation with the Creative Brand Manager.
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