Brand Identity Guidelines. v1.3 /

Transcription

1 Brand Identity Guidelines v1.3 /

2 Contents 1.1 About L2P Introduction The L2P Visual Identity The L2P Brandmark Colour Greyscale & reversed Colour configurations Clear space & minimum size What not to do Colour Palette Typography Applications of the Visual Identity

3 About L2P 1.2 What is L2P? The VicRoads L2P project is an innovative community based program developed to assist young learner drivers who do not have access to a supervising driver or a vehicle due to financial or family circumstances. L2P enables local communities to develop a program to suit their specific needs, within certain constraints, and work with the young people under the age of 21 years to achieve 120 hours of learner driving experience as required under the new Graduated Licensing System in Victoria. The State Government through the Transport Accident Commission [TAC] has provided funding over three years to enable VicRoads to implement the L2P program throughout the State. This funding is being made available to assist in the operation of an L2P program in communities throughout Victoria. The L2P Program focuses on community engagement, with a partnership between local government and community agencies involved in the delivery of services to young people. The final structure of the community program being determined by the needs and support available within each local government area. The program involves a team consisting of the young learner driver and a community volunteer utilising a sponsored vehicle to undertake supervised driving sessions, in much the same way as parents/carers working with their children, to achieve the required number of hours of on-road driving experience. The driving is undertaken in stages with graduation through each stage being supported by lessons with a professional driving instructor.

4 Introduction 1.3 Using these guidelines These guidelines have been put together to assist us and our partners with managing our brand to ensure clear and consistent communications. They provide visual and written information which forms the essential conditions to establish and maintain the L2P brand. These guidelines have been designed as a necessary aid in promoting a consistent style which all advertising, stationery, signage and various visual expressions are to be adapted. This consistency ensures integrity of the L2P brand. The examples provided in these guidelines provide clear standards which should be regarded as benchmarks when using the L2P brandmark. The L2P brand identity must always appear in the specified configurations. Any variations involving its form, shape or proportions, use, size, colour and relative placement of typography are unacceptable. Authorisation to use the brand identity is at the discretion of VicRoads who may exercise the right to reject incorrect or inappropriate reproduction of the brand identity. The guidelines have been designed to accommodate additional pages or sections as new developments are initiated.

5 The L2P Visual Identity 1.4 All uses of the L2P brand purposes must be signed off by the L2P Program Manager prior to reproduction. This is to ensure that consistency is achieved and standards are adhered to. The standards outlined in these guidelines apply to all advertising, brochures, collateral, promotional items, clothing, computer generated documents and signage. It is necessary to follow specifications to ensure consistent application of the Master Brand. Therefore the logotype and relationships must not be altered. CYMK artwork is available as electronic art on CD in formats suitable for both Macintosh and PC platforms. CYMK artwork is for all print applications e.g. print advertising, signage, promotional materials and clothing. Ensure the correct format and colour variant is selected for the appropriate application. The selection will be dependent on the manufacturing process, limitations and reproduction size, particularly in the case of promotional material. Similarly, suppliers should be aware of the stringent conditions placed on the L2P brand and associated brandmarks and the same terms and conditions apply to suppliers use of the L2P visual elements.

6 The Brandmark Colour 1.5 Coloured Brandmark The Brandmark is to appear on all L2P communications. The coloured brandmark should view in positive, printed on a white background wherever possible to maximise legibility, impact and visibility of the brandmark. The brandmark is to appear on all corporate communications, advertising and marketing material where possible. The brandmark master artwork is available as CMYK, and black and white eps files. Digital versions of the brandmark can be obtained by contacting the L2P Program Manager at VicRoads.

7 The Brandmark Greyscale & reversed 1.6 Greyscale The greyscale version of the brandmark is to be used when reproduction is restricted to a single colour (black). Reversed The brandmark may be printed reversed out of a dark, solid coloured background wherever print requirements do not allow for the brandmark to be printed on a white background, or in positive. This version of the brandmark is suitable in situations where colour use is often constrained. Digital versions of the brandmark can be obtained by contacting the L2P Program Manager at VicRoads.

8 The Brandmark Colour configurations 1.7 Single Colour Brandmark A single colour brandmark may be applied wherever production requirements do not allow for the brandmark to be in full colour or using tints. However only the primary colour palette can be used. Alternate Brandmark A second alternate version of the brandmark has been created for use when we wish to brand communications in a subtler way. It should be only used in areas that are already branded, for example inside brochures or presentations that have the primary brandmark on the cover / title slide

9 The Brandmark Clear space & minimum size 1.8 Clear space It is important to ensure that the brandmark is protected from other competing visual elements in order to maximise its impact. Illustrated is the formula for calculating the clear space around the L2P brandmark. Minimum size It is important to ensure that the brandmark is reproduced at a legible size. Illustrated is the formula for calculating the mimimum size of the L2P brandmark. 5mm

10 The Brandmark What not to do 1.11 Use our brandmark properly When working with our brandmark you should be provided with CMYK, RGB and one colour digital artwork. If you haven t got the correct artwork you will need to contact the L2P Program Manager at VicRoads. When using our brandmark: Always use the correct version of the logo. Never alter the brandmark. Never stretch, distort, skew or rotate, always scale the brandmark proportionally. Never change the lock up. Never recreate the brandmark. Always place the brandmark on a clean background. Never use the logo on patterned or image backgrounds. Always use a solid colour brandmark when using one colour. Always use the correct brand colours Always scale brandmark proportionally Never distort, skew or rotate the brandmark Never recreate the brandmark Never alter the font Never put the brandmark on an image

11 Colour Palette 1.10 Consistency of colour Consistent re-creation of the L2P brand identity reinforces the customers perception of the brand. Specifications The following material specifications are recommended as the best colour matching for the L2P primary colour palette, across various methods of production and manufacturing. Primary palette The primary corporate colour palette for the L2P brand identity consists of L2P Blue, L2P Grey 1, L2P Grey 2, L2P Grey 3 and L2P Grey 4. These colours are to be used the majority of the time across all corporate and primary branding applications. Secondary palette A secondary colour palette has been created to give brand communications some colour and life. They have been selected to complement the L2P blue. They are L2P Green, Orange, Yellow and Red. L2P Blue PMS Process Cyan C:100 M:0Y:0 K:0 HEX: 0085cf R:0 G:133 B:207 L2P Grey 1 80% Black C:0 M:0 Y:0 K:80 HEX: 58595b R:88 G:89 B:91 L2P Grey 3 45% Black C:0 M:0 Y:0 K:45 HEX: 9d9fa2 R:157 G:159 B:162 L2P Green PMS 368u C:51 M:0 Y:100 K:0 HEX: 95BE0F R:149 G:190 B:15 L2P Yellow PMS 605u C:10 M:10 Y:100 K:0 HEX: F0D500 R:240 G:213 B:0 L2P Grey 2 60% Black C:0 M:0 Y:0 K:60 HEX: R:128 G:130 B:133 L2P Grey 4 30% Black C:0 M:0 Y:0 K:30 HEX: bcbec0 R:188 G:190 B:192 L2P Orange PMS 1665u C:0 M:68 Y:86 K:0 HEX: EB6F2F R:235 G:110 B:47 L2P Red PMS 1797u C:10 M:10 Y:100 K:0 HEX: D93A3D R:217 G:58 B:61

12 Typography 1.11 Typography The use of typography is an important element in establishing and reinforcing the overall brand. Type must be clear and easy to read. Type also plays an important role in developing and supporting the brand and as with the graphic elements, type should be consistently applied to all applications. Primary Typefaces Helvetica Neue has been chosen as the primary typeface for its clear legibility, contemporary styling and friendly letterforms. The Helvetica Neue family has many different weights as well as italic cuts, giving the flexibility for use as body copy, break-out copy and headlines. Supporting Typeface Arial has been chosen as a supporting typeface for use on internal documents and presentations only. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue - Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue - Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue - Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial - Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial - Bold

13 Typographic Layout 1.12 Although each application will change the use and requirements for typographic layout. Here is a guide to layout of a page taken from the Resource kit use it as a guide for good typographic layout. Numbering. LHelvetica Neue LT 57 Condensed, 40% of Colour, 10pt 1. Introduction 1.1 Background The introduction of the 120 hour minimum experience requirement for learner drivers aged under 21 years as part of the Graduated Licensing System (GLS) will have benefi cial effects on the safety of young drivers, but will be challenging for learner drivers who do not have easy access to suitable supervising drivers or a suitable motor vehicle. It is important to ensure that these young people are not disadvantaged by the experience requirement. VicRoads, using funding provided through the TAC, is offering a community-based Copy. Helvetica Neue program, Lt 45 Light, called Black, L2P to provide experience to learner drivers who would otherwise fi 10pt/13pt, nd it diffi cult Left indent to accrue 6mm, the 2mm space before minimum amount of driving experience. L2P projects will be conducted by local government or other community service agencies linked to local government, through volunteer supervising drivers drawn from the community providing learner drivers with the opportunity to gain on-road experience. This document will assist any group seeking to conduct an L2P project. It will serve as a Resource Kit and includes sample forms and procedures based on those used in the Fit to Drive 120 program in Frankston and information from the Drive 120 program conducted by the Sunbury Rotary Club. As additional projects are implemented across the State, it is expected that new issues will arise and new solutions will be developed. It is anticipated that this Resource Kit will incorporate any key learning s from these projects over time. 1.2 Resource Kit structure and use The Resource Kit is presented in four modules. Each module is focused on key aspects of implementing an L2P project. The modules are: Highlight Copy. Helvetica Neue Lt 55 Module A Background information on L2P Roman, Black, 10pt/14pt, Left indent 6mm, 2mm space before, Tabbed to align. Module B Planning to implement an L2P project Module C Heading. Helvetica Neue Lt 55 Roman, L2P Blue, 28pt/933.6pt, Left indent 6mm, First Line -6mm, Tab to 6mm, 1mm after, 1mm before. Subheading. Helvetica Neue Lt 55 Roman, 60% Black, 16pt/19.2pt, Left indent 6mm, First Line -6mm, Tab to 6mm Implementing an L2P project Module D Monitoring and Assessing an L2P project. The Kit is designed for Project Managers and operators of L2P projects to assist them in developing and implementing their projects. The Kit provides guidance for establishing, operating and monitoring a program and is designed to be used as a reference document by L2P Project Managers. Folio. Helvetica Neue Lt 55 Roman, White, 10pt/12pt, Centred in L2P Blue graphic. 1

14 Applications of the Visual Identity 1.13 Examples of use of the L2P Brandmark Illustrated below is an example of how the brandmark can be used with co-branding on a car.

15 Applications of the Visual Identity 1.14 Examples of use of the L2P Brandmark Illustrated below is an example of how the brandmark and elements combine to successfully brand the cover of an application form. Funding Application Form

16 Applications of the Visual Identity 1.15 Examples of use of the L2P Brandmark Illustrated below is an example of how the brandmark and elements combine to successfully brand the cover of a guide. Guide for Mentors

17 Applications of the Visual Identity 1.16 Examples of use of the L2P Brandmark Illustrated below is an example of how the brandmark and elements combine to successfully brand the covers of some Dl brochures. nding Application For Application Form Program Guide

18 DRIVER LICENCE Applications of the Visual Identity 1.17 Examples of use of the L2P Brandmark Illustrated below is an example of how the brandmark and elements combine to successfully brand a Power Point presentation. Note how the alternate brandmark is used on internal slides. Volunteer Training Training Outline The L2P Program Session 1 Session 2 Session 3 Graduated Licensing System Risk declines with experience DRIVER LICENCE 1,200 Learner Driver 1 Year Min P1 Probationary Driver 1 Year P2 Probationary Driver 3 Years Full Licenced Driver 25 Years or Younger No. of Drivers in Casualty Crashes per month (VIctoria, Over a 6 year period) 1, Y P Licence 1Y 2Y 3Y 4Y 5Y 6Y 7Y 8Y Years after licencing

19 For information contact Robyn Seymour L2P Program Manager Phone: