BRAND GUIDELINES VERSION 3: FEBRUARY 2014 Mission Hall Creative
Introduction Brand Guidelines 2 These brand guidelines are designed to help internal and external individuals or organisations implement the visual identity of the brand correctly and consistently. To maintain the integrity of our brand, it is important that our logo and other brand elements be applied using the specifications within this document. Any new publications or collateral produced must adhere to these brand guidelines. Other organisations or individuals who wish to make use of our logo and/or brand elements for their own purposes will require permission from. Details of the circumstances in which the logo and/or brand elements are intended to be used must be provided. To maintain quality standards when reproducing artwork, our logo and other brand elements must always be originated from electronic format. Artwork in a range of formats/file types can be downloaded from the Arena website www.rda.org.nz/ thearena.htm. These elements should not be redrawn, altered or modified in any way. File formats available are:.eps &.AI format, these are termed vector files and will reproduce at any scale without loss of quality, very useful for signage and uniforms, and offset printing at high quality..jpg or.gif format, these are termed bitmap files and are for use when producing material designed to be viewed on a monitor (ie. computer screen or TV set) they appear clear and sharp when used at a fixed size or smaller, but will appear less sharp in printed material (particularly.pdf format files). GIF format is slightly smaller (in file size) and slightly sharper than JPG format, but can only reproduce flat areas of colour well (ie no tints or gradations). JPG will reproduce tints and gradations. The correct format must be used when the intended output is known (ie..eps and.ai for printed material,.jpg and.gif for on-screen material). The two vector file formats are interchangeable, as are the two bitmap formats, so use whichever version works best with your software.
Brand Guidelines 3 logo specifications Minimum sizes Minimum size: printed use The landscape logo should not appear smaller than 80mm wide. Minimum size: printed use The portrait logo should not appear smaller than 15mm wide. 80mm 15mm Minimum size: electronic/screen use The landscape logo should not appear smaller than 200 pixels wide. Minimum size: electronic/screen use The portrait logo should not appear smaller than 38 pixels wide. 200 pixels 38 pixels Any other applications eg: TV advertising, need to be a legible size and approved by.
Brand Guidelines 4 logo specifications Clear space requirements Minimum clear space requirements Clear space around the logo is important to ensure maximum impact. This should be at least a D distance in the same size as that being used from all vertical and horizontal edges of the logo. Fonts = DIN Bold PMS301 = DIN Condensed Regular PMS3272
logo usage Brand Guidelines 5 Colour logo The colour logo usually appears on a light/white background Black & white logo The b/w logo always appears on a light/white background. The tonal values of black are 80% and 50%. Black: 50% Black: 80% Type: 100% Black Reversed logo The reversed logo is reversed out of a black/dark background in white only. however the colour logo can appear on a black background in some circumstances if necessary, i.e. branded jackets.
RDA Group logos Brand Guidelines 6 Colour logo The colour logo always appears on a light/white background. Reversed logo The reversed logo is reversed out of a black/dark background in white only. Black & white logo The b/w logo always appears on a light/white background. Black: 50% Black: 80% Type: 100% Black Fonts = DIN Pro Bold PMS301 = DIN Condensed Regular PMS3272 = DIN Pro Bold PMS3272 Minimum Size The same minimum size restrictions for the logo (as stated on page 3) also apply to the RDA Group logo.
logo don ts Brand Guidelines 7 Don t rotate the logo Don t strech or squeeze the logo Don t use the logo without its horse shoe mark Don t rearrange the logo components Don t change the opacity of the logo Don t use low resolution reproduction Don t change the colours of the logo
Colour palette Brand Guidelines 8 Corporate colours Our core palette is mainly used for corporate purposes, eg: stationery, signage, strategic documents, etc. These colours are a key element of our visual identity. PMS = Spot colour CMYK = for print RGB = for screen 00A9E0 = websafe 3M = vinyl for signage Core palette 40% 20% dark blue PMS 301 100c / 53m / 4y / 19k 0r / 75g / 135b 004B87 3M SapPhire Blue aqua PMS 3272 94c / 0m / 48y / 0k 0r / 164g / 153b 00A499 3M Kelly Green Support palette Our support palette complements and enhances the core palette. 40% 20% Light blue PMS 2995 83c / 1m / 0y / 0k 0r / 169g / 224b 00A9E0 3M Olympic Blue GREEN PMS 390 27c / 0m / 100y / 3k 181r / 189g / 0b B5BD00 3M Kelly Green Yellow PMS 3946 3c / 0m / 90y / 0k 243r / 249g / 0b F3E500 3M Bright Yellow Orange PMS 166 0c / 76m / 100y / 0k 227r / 82g / 5b E35205 3M Bright orange GREY PMS 425 0c / 0m / 0y / 77k 95r / 96g / 98b 5f6062 3M Matte Black
Typefaces and examples of usage Brand Guidelines 9 In-house publications Arial is used for formatting all in-house documents, reports and letters. Arial Regular Arial Italic Arial Bold Arial Bold Italic External publications / designer Helvetica should be used as the default typeface, with additional weights of Helvetica Neue used as necessary. Helvetica Neue Light Helvetica Neue Light Italic Examples of usage email signature recommends the following format for RDA email signatures: <Name> <Title> <Group Name> T: <Telephone no.> C: <cell phone no.> F: <fax no.> W: <website address> Facebook: <Facebook address> <RDA Group Landscape Logo, Colour> Example: Jayne Findlay President Christchurch Riding for the Disabled T: 03 333 3333 C: 027 111 111 F: 03 333 3334 W: www.chchrda.org.nz Facebook: CHCHRDA Christchurch
Brand Guidelines 10 Examples of usage uniforms recommends the following format for RDA Group uniforms: EITHER INCREASED CONFIDENCE AND WELLBEING THROUGH THERAPEUTIC HORSE RIDING AND HORSE CARE WWW.RDA.ORG.NZ Overall width of logo should not exceed 220mm = DIN Pro Bold PMS301 Group Logo symbol 60mm wide Logo 60mm wide = DIN Condensed Regular PMS3272
Brand Guidelines 11 Examples of usage Facebook Facebook Icon recommends the following format for RDA Group Facebook pages. These JPG files are pre-set to a specific size (180 x 180 px) and can be downloaded from the Arena website www.rda.org.nz/thearena.htm