Transcription
BrandIdentityGuidelines2018 Version 1.0
How to use these guidelinesThese guidelines have been createdto introduce and explain howbest to use our brand identitysystems. The elements containedwithin these guidelines form thestarting point for any MacquarieUniversity communication.ABCD2.2.1 Our logoMINIMUM SIZE AND CLEAR SPACEWhile it’s important that these guidelines areadhered to, they are not designed to be restrictive.Rather, the aim is to encourage creativity within theparameters of the brand identity system.By following these guidelines, you can communicateyour message in a unique and confident way, andalso contribute to the strength of our brand.FCONTENTSNAVIGATIONTo aid with accessibility our guidelines are fullyinteractive. With a clean navigation system youcan access the information you require quicklyand effectively. A consistent header throughout thedocument allows quick navigation between sectionsas well as an interactive contents section.GTo ensure consistency and legibilityacross all communications, aminimum size and clear space hasbeen defined.Please follow the guidance shown here to helpyou navigate our guidelines:A. PRIMARY SECTIONB. SECONDARY SECTIONC. TERTIARY SUBSECTIOND. PAGE HEADINGE. PAGE SUBHEADINGF. SECTION QUICK LINKSG. CONTENTMacquarie University Brand Identity Guidelines 2018 Version 1.0EBRAND AND CREATIVE STRATEGYBRAND IDENTITY SYSTEMA. HORIZONTAL LOGOAvailable in a variety of colourways and formats,we have two horizontal logos available for use:our master logo and our international version(reserved for international audiences) thatincludes ‘Sydney Australia’.Both logos follow the same clear space rulesas shown. Content should not encroach within thisclear space.The minimum size is set at 28mm/200pixels –the logo must not appear smaller than this size.B. VERTICAL LOGOAvailable in a variety of colourways and formats,we have two vertical logos available for use:BRAND ARCHITECTUREA0.5X0.4X0.3XXBRAND L
Contents121.1.02.1.0Brand andcreative strategyINTRODUCTION1.2.0 BRAND STRATEGY1.2.1 Our creation story1.2.2 Competitive space1.2.3 Defining ourselvesthrough our people1.2.4 Our brand essence1.2.5 Our brand proposition1.2.6 Our brand narrative1.3.01.3.11.3.2CREATIVE STRATEGYAdvertising campaign ideaCreative campaign manifesto1-4/5-7Brandidentity systemINTRODUCTION 2.2.0 OUR LOGO2.2.1 Minimum sizeand clear space2.2.2 Colour reproduction2.2.3 Incorrect use2.3.0 LOGO LOCKUPS2.3.1 Introduction2.3.2 Horizontal logo2.3.3 Vertical logo2.3.4 Multiple partners2.3.5 Horizontal logo –Equal partner2.3.6 Vertical logo –Equal partner2.3.7 Horizontal logo –Endorsement2.4.0 COLOUR PALETTE2.4.1 Specifications 2.4.2 Gradients2.4.3 Light graphic2.4.4 Usage principles2.4.5 Colour – Incorrect use2.4.6 Light graphic –Incorrect use .5.022.5.12.5.22.5.3TYPOGRAPHYSpecificationsUsage principlesIncorrect useMacquarie University Brand Identity Guidelines 2018 Version 1.034BrandarchitectureBrandlanguage .6.022.6.12.6.22.6.3ICONSIntroductionUsage principlesIncorrect use3.1.0 INTRODUCTION3.1.1 The purpose ofbrand architecture3.1.2 Principles4.1.0 INTRODUCTION4.1.1 A shift in brand language4.1.2 A voice that reflects thebrand personality 2.7.0T ABLES, GRAPHSAND CHARTSTablesGraphs and charts3.2.0 BRAND THEATRE3.2.1 Introduction3.2.2 How brand theatreapplies to us3.2.3 Architecture system priorto new identity principles3.2.4 Decision-making tree4.2.04.2.14.2.24.2.34.2.4LANGUAGE PRINCIPLESPersonality trait #1Personality trait #2Personality trait #3Personality trait #44.3.04.3.14.3.2TONES OF VOICEIntroductionImplications for writing style2.7.12.7.2 .8.0 PHOTOGRAPHY22.8.1 Introduction2.8.2 Big issues2.8.3 Campus facilities2.8.4 Portraits2.8.5 Our creation story2.8.6 Campus life2.8.7 Campus grounds2.8.8 Objects2.8.9 Incorrect use 2.9.0SIGNAGE2.10.0 DIGITAL2.10.1 Banner ads 2.10.2 PowerPoint .11.022.11.12.11.22.11.32.11.4MOTION GRAPHICSIntro sequencesEndframe sequencesLower third titlesStatements3.3.0 DEPARTMENTS ANDFACULTIES, FUNCTIONAND ADMINISTRATIONUNITS3.4.0RESEARCH LOCKUPS3.5.0 ENDORSEMENT LINES3.6.0 SERVICES, STUDENTSAND REGISTRARS 3.7.0PUBLICATIONS4.4.0 EXAMPLES4.4.1 Prospective domesticstudents – Core tone4.4.2 Social media – Core tone4.4.3 Alumni and supporters viathe Giving Impact newsletter– Core tone4.4.4 Corporate stakeholders viathe Universities Australiawebsite – Institutional tone4.5.0 BRAND LANGUAGEPROTOCOLS4.5.1 The role of headingsand subheadings4.5.2 Basic rules4.5.3 Numbers4.5.4 Commonly used wordsor phrases4.5.5 Punctuation and grammar4.6.0CHECKLIST
Contents5Bestpractice5.1.0 INTRODUCTION67AppendixContact6.1.0 RS5.4.0BANNERS ACULTYFCOLOUR PALETTE6.2.1 Faculty colour specifications5.5.0PRESS ADS 6.3.05.6.0DIGITAL6.4.0 STATIONERY6.4.1 Ordering stationery5.7.0 STAFF ANDSTUDENT NEWS 5.8.01-4/5-76.2.06.5.0PAPER STOCK USAGESHARED IDMERCHANDISE Macquarie University Brand Identity Guidelines 2018 Version 1.0CONTACT
1.0CONTENTSBRAND AND CREATIVE STRATEGYBRAND IDENTITY SYSTEMBRAND ARCHITECTUREBRAND LANGUAGEBEST PRACTICEBrand andcreative strategy1.1.0INTRODUCTION1.2.0 BRAND STRATEGY1.2.1 Our creation story1.2.2 Competitive space1.2.3 Defining ourselvesthrough our people1.2.4 Our brand essence1.2.5 Our brand proposition1.2.6 Our brand narrative1.3.01.3.11.3.1CREATIVE STRATEGYAdvertising campaign ideaCreative campaign manifestoMacquarie University Brand Identity Guidelines 2018 Version 1.0APPENDIXCONTACT
1.1.0 IntroductionCONTENTSBRAND AND CREATIVE STRATEGYFraming a moredistinctive futureThe history, achievements andambitions of Macquarie Universityare quite remarkable – we are auniversity like no other.Using the University’s strategic framework –Our University: A Framing of Futures – as a springboard, we engaged staff, students, partners andcommunity leaders to help us define who we are,what we stand for and where we want to go.Overwhelmingly, the consensus was that our storyis one of aspiration, connectedness and serviceand engagement. This notion – communicated in acoherent and compelling way through our refinednarrative – will speak to those intrepid minds andcourageous spirits we hope to have join us.The University is now ready to share its stories ofdiscovery and achievement with a renewed senseof purpose and clarity.Macquarie University Brand Identity Guidelines 2018 Version 1.0BRAND IDENTITY SYSTEMBRAND ARCHITECTUREBRAND LANGUAGEBEST PRACTICEAPPENDIXCONTACT
1.2.1 Brand strategyOUR CREATION STORYCONTENTSBRAND AND CREATIVE STRATEGYRenewing our narrative is not aboutstarting from scratch. In fact, it’squite the opposite.Our history is a formidable source of inspiration.From our earliest days in the mid-1960s, we’vepioneered on many fronts – from the opennessof our admission procedures and our broadenedcurricular choices, to the dynamic use of ourlibrary and the introduction of academicself-appraisal. These practices are now socommonplace, it’s easy to forget how innovativethey were at the time.We must not forget, or consign, this pioneeringspirit to history. This remarkable sense ofhopefulness and confidence that life is full ofpossibilities must be rekindled and broughtback to the fore of how we think and behave.BRAND IDENTITY SYSTEMBRAND ARCHITECTUREBRAND LANGUAGEBEST PRACTICEAPPENDIXCONTACT“What’s it like in there?”a driver asked Juliet Harper ashe gave her a lift and noddedtowards the ‘concrete gloom’.“Funny place t o put a uni –they say it’s different to theothers, got grades instead ofmarks and these semestersinstead of terms and mothersbring their kids to classes.That right?”Above all else, Juliet remembersthe hopefulness, the ‘noveltyand sheer possibility of whatcould be done’, the confidencethat ‘things could be andwould be different’.Extract from Liberality of opportunity:A history of Macquarie University 1964–1989Macquarie University Brand Identity Guidelines 2018 Version 1.0
1.2.2 Brand strategyCOMPETITIVE SPACECONTENTSBRAND AND CREATIVE STRATEGYBRAND IDENTITY SYSTEMBRAND ARCHITECTUREBRAND LANGUAGEBEST PRACTICEAPPENDIXCONTACTUniversities in Australia are usuallygeneralist, competing for similarstudents and research fundsacross a broad range of disciplines.Creating differentiation is difficultas people’s perceptions are heavilyinfluenced by deeply entrenchednotions about the sector.Research tells us that people tend tocategorise universities into one of three bigtypologies: universities that stand for prestigeand tradition, universities that stand forcommunity and accessibility, and universitiesthat stand for innovation and the real world.Macquarie has chosen to focus on engagingits primary mindset – the ‘Career pursuers’ –and so consequently, we want to be the bestuniversity for them – an exemplar of aninnovative university that prepares people forthe real world.While other universities certainly innovate,our position in the innovation space is unique.Rather than celebrating technology fortechnology’s sake, we legitimately own‘human-powered innovation’ – innovationsbrought to life through collaboration that areseeking solutions for the real-world challengesof today and tomorrow.Macquarie University Brand Identity Guidelines 2018 Version 1.0prestige andtraditioncommunity andaccessibilityinnovation andthe real world
1.2.3 Brand strategyDEFINING OURSELVES THROUGH OUR PEOPLECONTENTSBRAND AND CREATIVE STRATEGYBRAND IDENTITY SYSTEMBRAND ARCHITECTUREBRAND LANGUAGEBEST PRACTICEAPPENDIXCONTACTMacquarie’s people are those whoare not afraid to choose the lesstrodden path. They see life as anexhilarating source of possibilities togrow intellectually and professionally,unconstrained by traditions. They areready to embrace new experiencesand ideas.They believe that a leader is about being ateam player. They know that success in today’sworld is all about collaborating with the rightpeople on the right issues.These people are naturally curious and open to themost diverse intellectual perspectives. They wantto grow into well-rounded citizens of the world,actively engaged in the complex issues that definethe future of humanity.And while the diversity of our student body, staffpopulation and partners certainly makes us richer,our future success lies in attracting and engagingparticular mindsets more than others: ‘Careerpursuers’ first and foremost, followed by ‘Roundeddiscoverers’ and ‘Determined pragmatists’.Macquarie University Brand Identity Guidelines 2018 Version atistsThey aspire to reach their fullpotential and be at the leadingedge of their field. They focus onfuture career success, and arelooking for excellent graduateoutcomes and practicalexperience through internshipsand networking opportunities.They seek to find out more aboutthemselves and what they wantout of life by attending university.And while securing a career is akey outcome of their studies, thejourney they take to get there isconsidered just as important.They have great passion forwhat they study, and are highlymotivated to prove to others whatthey are capable of. Often jugglinglife outside of study, they requireflexible entry and study options.
1.2.4 Brand strategyOUR BRAND ESSENCECONTENTSBRAND AND CREATIVE STRATEGYOur narrative fosters the senseof pride we have in who we areand where we’ve come from,and engenders a more spiritedcommitment to where we’re going.The distillation of our narrative is ‘connectedintelligence’. A brand essence – not a tagline –it aims to intensify our connectedness acrossthe board – socially, experimentally andintellectually.Macquarie University Brand Identity Guidelines 2018 Version 1.0BRAND IDENTITY SYSTEMBRAND ARCHITECTUREBRAND LANGUAGEBEST PRACTICEConnectedintelligenceAPPENDIXCONTACT
1.2.5 Brand strategyOUR BRAND PROPOSITIONCONTENTSBRAND AND CREATIVE STRATEGYOur brand proposition defines ourunique position within the market,and directs the language and toneof voice we use. It creates internalalignment and consistent externalexpression across every customertouch-point.Our brand essence – connected intelligence– is expanded on in short and long-formpositioning statements, designed tocommunicate our purpose and unite usaround our common brand principles.Our brand pillars – open collaboration,empowered imagination, integratedperspectives and real-world impact – areessentially the personality traits that defineour brand and guide us in the way we engagewith all audience groups.The externally focused creative expressionof connected intelligence is ‘You to the powerof us’ – the human equation for success. Thistagline, which demonstrates the exponentialpower of being part of Macquarie University,is spearheading advertising campaigns acrossrecruitment, research, corporate engagementand advancement.BRAND IDENTITY SYSTEMBRAND ARCHITECTUREBEST PRACTICEAPPENDIXCONTACTBrand essenceConnected intelligenceBrand positioningMacquarie is a vibrant university engaged with the real world.We foster collaboration across diverse fields of knowledge and humanperspectives, pursuing innovative ways to address society’s complex problemsand create a better future.Target audienceCareer pursuersBrand pillarsPersonality traits1) Open collaboration: one beautiful, future-focused campus, unbound by ivorytowers and sandstone walls, fostering collaboration between students, academics,industry and society.Collaborative2) Empowered imagination: connecting people across the most diverse fields ofknowledge to create bold new possibilities: for their careers, intellectual endeavours,enterprises and the common good.Brave3) Integrated perspectives: a collegial culture which supports and encourageseveryone to traverse the boundaries of their own perspectives and affect change.Clever4) Real-world impact: a community of world citizens deeply engaged with the realand often complex problems and opportunities that define our lives.Effective2Creative expressi
best to use our brand identity systems. The elements contained within these guidelines form the starting point for any Macquarie University communication. While it’s important that these guidelines are adhered to, they are not designed to be restrictive. Rather, the aim is to encourage creativity within the parameters of the brand identity system. By following these guidelines, you can .
