DECEMBER 2011
Contents Page 4 1.1 Introduction / Standards 5 1.2 Flinders brand identity 6 1.3 The brand essence 7 1.4 The brand tagline 8 1.5 The brand narrative 9 1.6 Brand architecture 10-11 2.0 The logo 12 2.1 History 13 2.2 Vertical configuration 14 2.3 Horizontal configuration 15 2.4 Reverse usage 16 2.5 Mono reproduction 17 2.6 Clearspace and minimum size 18 2.7 Co-brand relationship 19 2.8 Faculty/school/brand relationship 20 2.9 Incorrect usage 21 2.10 The sun symbol 22 2.11 Tagline 23 3.0 Colour 24 3.1 Colour palette 25 3.2 Burnished gold background with sun 26 4.0 Typography 28 4.1 Promotional typeface Rotis Serif (display) 29 4.2 Promotional typeface TheSans (text) 30 4.3 Corporate typeface Arial 31 4.4 Corporate typeface Helvetica 32 The information contained in this guide is accurate at time of publication December 2011). Flinders University reserves the right to revise any information contained herein as required. Please check the University s website. The printing of this publication is representative of CMYK colour values. Please consult the PANTONE Matching System (PMS) when specifying colour values for 4-colour process or spot colour production. 2
Contents Page 5.0 Stationery and forms 34 5.1 Business card standard 35 5.2 Letterhead generic 36 5.3 Letterhead personalised 37 5.4 With Compliments generic/personalised 38 5.5 Facsimile generic 39 5.6 Facsimile personalised 40 5.7 Memo generic 41 5.8 Memo personalised 42 5.9 Envelopes DL 43 5.10 Envelopes C5 / C4 / B4 44 5.11 Certificate 45 5.12 Invitation folder 46 5.13 Presentation folder 47 5.14 Banner 48 6.0 Literature 50 6.1 A4 promotional flyer 51 6.2 A4 promotional flyer application (portrait) / (landscape) 52 6.3 A4 Topic reader cover (portrait), (landscape) /Course handbook cover (portrait only) 53 7.0 Advertising 54 7.1 Display advertisements 20x4 55 7.2 Display advertisements 20x4 text only 56 7.3 Display advertisements 10x7 57 7.4 Recruitment advertisements 20x4 colour 58 7.5 Recruitment advertisements 20x4 mono 59 7.6 Recruitment advertisements 10x3 colour 60 7.7 Recruitment advertisements 10x3 mono 61 8.0 Digital 62 8.1 Email signature examples 63 8.2 Email signature example 64 8.3 Powerpoint template and guidelines 65-66 8.4 e-newsletter templates (html version) 67 9.0 Merchandise and uniforms 68 9.1 Uniform and T-shirt samples 69 9.2 Merchandise samples 70 3
Every time Flinders University comes in contact with someone from the wider community, we are presented with an opportunity to enhance our reputation. The extent to which audiences across the educational, research, international, government, business and community spheres value and respond to the Flinders brand is dependent upon how clearly they understand and interpret our brand position and key messages. Crucial to the success of our audiences understanding of who we are and what we stand for is the development and maintenance of a strong and integrated brand identity. This section outlines Flinders University brand s history, essence, tagline, narrative and architecture.
1.1 Introduction / Standards Flinders University enjoys a wellearned reputation for inspiring excellence in education, research and community engagement. It s a reputation we are proud of, and each and every time we interact with anyone from within the University and the wider community, we have an opportunity to uphold, strengthen and secure it. For audiences to understand who we are and what we stand for, and to distinguish ourselves within the increasingly competitive global tertiary learning landscape, we need to present a consistently clear and cohesive brand identity that people can engage with. The extent to which audiences understand and embrace our brand depends upon how consistently our visual identity and key messages are presented. It follows then that the strength and success of our brand relies on everyone s adherence to branding guidelines. This guide will provide you with a comprehensive and functional understanding of the Flinders brand, including guidelines, standards and templates for all your communications. The guide provides general information only. Specific detail can be obtained from the Marketing and Communications Office. If you are uncertain about how to apply any aspect of the brand identity, please contact the Flinders University Marketing and Communications Office. Standards 1 Any part of the brand identity must always appear in the configurations as specified in these guidelines. Any variation must be approved by the Flinders University Marketing and Communications Office. 2 Authorisation for the use of any part of the brand identity is at the sole discretion of Flinders University. 3 Logos can only be reproduced from master reproduction materials supplied by Flinders University. This may be reflective or electronic artwork. 4 The logos and other materials must be reproduced using approved methods (ie. offset printing, digital printing, screen printing, vinyl cut graphics). Any variation must be approved by the Flinders University Marketing and Communications Office. 5 The Flinders University brand identity remains the property of Flinders University. 6 Flinders University reserves the right to reject incorrect or inappropriate use of the Flinders University brand identity. 7 Unauthorised use of any part of the Flinders University brand identity is a breach of copyright. 8 Flinders Press distributes all official University stationery and the logo. 9 This style guide is focused on Flinders University branding and is not intended as a comprehensive style manual. For grammatical and other written style matters, particularly aimed for corporate documents, please consult the Australian Government Style Manual: For Authors, Editors and Printers (6th ed) which is available in multiple copies in the Flinders University Central Library. 10 Academic publications follow specific guidelines. 11 Web style guidelines supplement this guide which focuses on print material. For information on web style guidelines visit: www.flinders.edu.au/webstyle 12 When in doubt, always check! 5
1.2 Flinders brand identity Established in 1966 and taking its name from British navigator, Matthew Flinders, Flinders University grew under the dedicated leadership of Founding Vice- Chancellor, Professor Peter Karmel. Inspired by Matthew Flinders pioneering spirit, and with a vision to experiment and experiment bravely, Karmel set about creating an institution that would challenge traditional academic structures and broaden educational opportunities. Thus began Flinders University s proud history of innovation, exploration and excellence in teaching and research. Three key components work together to form the Flinders Brand Identity: The brand essence The brand tagline The brand narrative Your understanding of these components, as well as your correct and consistent application of them, will ensure that your communications preserve and bring life to our brand. It is this bold legacy that sits at the heart of our brand identity. From the core elements of our corporate logo to the significant achievements of our staff and graduates, we seek to shine a light on education, research and community engagement, and to inspire the highest achievements in these fields. Our brand identity unites the diverse parts of our organisation, providing a common understanding of who we are and our collective aspirations, both within the University and beyond. 6
1.3 The brand essence Flinders brand essence is the core reference point around which all brand communications are built. Importantly, it is not a tagline, but a theme to inform the look and feel of our brand. But more than this, the brand essence is an idea and an attitude that we encourage you to adopt in your own decision-making and professional practices. It should permeate everything we do. The brand essence underlying all Flinders branded communications is: Bold and Inspiring Reminiscent of the intrepid nature of the University s namesake, and true to the brave and entrepreneurial vision of our Founding Vice-Chancellor, Flinders University will be bold and inspiring in all things. 7
1.4 The brand tagline As an extension of the brand essence, our brand tagline highlights our key aspirational message and approach: to illuminate and inspire achievement in bold and innovative ways, to inspire students and other individuals to achieve their goals, and to, in turn, lead them to achieve inspiring things. The single corporate tagline for Flinders branded communications is: inspiring achievement In all of our brand building communications, the tagline is supported by a visual and thematic emphasis on being bold and inspiring, as described in our brand essence. This gives the tagline substance, and reinforces our brand identity by providing consistency across our communications. There may be times when for promotional and marketing campaign purposes, the Marketing and Communications Office will determine occasional use of different inspiring taglines, for example inspiring research. 8
1.5 The brand narrative Flinders University possesses a set of unique attributes consistent with our brand essence and tagline. These attributes point to the competitive strengths of our organisation and provide us with a comprehensive understanding of our brand identity. They tell us who we are and how we want to be perceived by the communities in which we are involved. We are bold in the way we set out to achieve in all fields, without being aloof. We aim to be inspiring in terms of building on a history of innovation in teaching and research, and our graduates are led towards achievements that inspire the future. We are not complacent in our approach to scholarship and professional practice. We are a research achiever, fostering an environment of intellectual rigour, and excellence in scholarly outcomes. We stress the importance of creating caring and supportive communities within Flinders and involving the wider community. We value our people, and act in ways that enhance educational opportunities. We are not indifferent to individuals, and do not possess the attitude of a huge or elitist institution. Finally, we stand by our reputation as an authentic university, establishing our identity in the context of rigorous intellectual enquiry, a student-centred approach to education, and engagement with research communities. Our aspirations and achievements in illuminating excellence across all aspects of the University are represented in our primary corporate colour, gold. The brand narrative can be summarised in the following table: Flinders is: Bold Inspiring Gold A research achiever Caring and supportive Academically excellent An authentic University Flinders is not: Aloof Complacent Beige Weak in research Indifferent, huge and elitist Elitist Vocational only 9
1.6 Brand architecture Flinders brand architecture is a succinct, two-tiered model of the branding hierarchy that differentiates use of the Flinders brand for each of our constituent areas. Wherever you work within the organisation, this structure will help you to identify the corresponding branding you need to use in your own communications. By threading all facets of the University and associated groups together with common elements, we can ensure that our brand remains cohesive, strong, and has visibility and impact. Flinders brand architecture is represented in the diagram below. See over for definitions. Flinders University uses a branded house brand architecture whereby all internal Flinders University branded house areas (ie. Faculties, Administration areas and Centres and Institutes), Brand illuminators (ie. areas rich in recognised excellence that enhance brand perceptions), and Co-brands (ie. Flinders Medical Centre, Flinders One, Flinders Partners) exist in their own right but are linked in terms of logo, look, design, and feel, to the overarching Flinders master brand. Flinders University master brand Flinders University branded house Brand Illuminators Co-brands Faculties, Departments, Schools, Administration areas, Libraries, Centres and Institutes within Flinders University Eg. Medicine/Health, Environment, Public Policy, Graduate Outcomes (these may change from year to year) Affiliates (eg. FMC and other Flinders associates), Commercial entities (eg. Flinders Partners) 10
1.6 Brand architecture Flinders master brand The Flinders master brand, represented by the Flinders University logo, acts as the umbrella brand under which all others exist. This is the overarching brand that emerges from the brand essence, tagline, and narrative that inform the look and feel of all our branded communications. Flinders University branded house This wholly owned section of the organisation is represented by faculties, departments, schools, clusters, disciplines, administrative areas, libraries, centres and institutes within Flinders University. Illuminators University areas that are recognised for excellence and that enhance brand perceptions in the wider community fall under the Illuminators category. These have a halo effect on all elements of the Flinders brand, illuminating, and drawing a positive focus towards the University via recognised achievements and awards. Co-brands Affiliates of the University, including Flinders Medical Centre and commercial entities such as Flinders Partners, exist alongside the Flinders brand. Essential to demonstrating to our audience our ongoing engagement with research communities, professional organisations, and the wider community, any co-branded communications need to clearly align with the Flinders brand. Examples of Flinders co-branding can be found in section 2.7 of this guide. If you require further clarification of what constitutes co-branding with Flinders University, contact the Marketing and Communications Office. As an example, medical education at Flinders is widely recognised in terms of excellence and innovation, and, in turn, these perceptions are associated with the Flinders brand. Illuminators are used in public relations, advertising, websites, video and exhibited materials to promote the reputation of the University and build positive brand perceptions. The distinguishing characteristics of the Flinders brand are incorporated consistently to demonstrate the close alignment between Illuminators and Flinders University. The University will work on differing Illuminators according to success, campaigns and strategic direction. 11