Brand identity guidelines
Brand identity guidelines
Welcome These brand identity guidelines have been developed to help you work with the Health Promotion Agency brand in a consistent manner, across all applications. It’s important that we follow these guidelines with every application of the brand identity. Consistency is vital in creating a brand that has broad appeal and awareness. If there are any applications of the identity that you require assistance with and which are not included in these guides, or if you have any questions regarding the application or use of the brand identity, please contact the Health Promotion Agency, phone 04 917 0060 or email: Lynne Walsh Corporate Communications Manager
[email protected]. Jess Maccagno Production Lead
[email protected] Felicity Close Senior Communications Advisor
[email protected] Last updated November 2013
Contents 1 HPA logo 1.0 Stacked logo 1.1 Horizontal logo 2 Use of colour
5 Typography 5.0 Primary typeface 6 Graphic elements 6.0 Graphic device
2.0 Colour palette
6.1 Application of brand elements
2.1 Background colour
6.2 Brand tone and imagery style
2.2 Single colour logos
6.3 Using the HPA identity in the context of HPA programmes
3 Logo naming and supply 3.0 Print logos 3.1 On-screen logos 4 Limitations of usage 4.0 Clear space and minimum sizes 4.1 Use of logo over imagery
7 Contact information
HPA logo
Stacked logo There are two versions of the HPA logo, stacked as shown below and horizontal over the page. Please choose the logo best suited to your design.
1.0
Horizontal logo
1.1
Use of colour
Colour palette
2.0
The brand colours are PMS 632 for text and PMS 376 for the symbol. The secondary colours are PMS 144, PMS 109 and PMS 512. These are only to be used as accent colours to further enhance the brand identity. Please do not apply these colours to the logo.
Primary colours
Secondary colours
PMS 632
PMS 376
PMS 144
PMS 109
PMS 512
C 93, M 2, Y 15, K 7
C 54, M 0, Y 100, K 0
C 0, M 51, Y 100, K 0
C 0, M 9, Y 100, K 0
C 53, M 94, Y 23, K 6
R 0, G 147, B 178
R 132, G 189, B 0
R 237, G 139, B 0
R 255, G 209, B 0
R 131, G 49, B 119
HTML #0093B2
HTML #84BD00
HTML #ED8B00
HTML #FFD100
HTML #833177
Background colour
2.1
For backgrounds, the preferred colour is a light tint of PMS 376, no darker than 40%. For darker backgrounds use the logo reversed in white.
20%
30%
PMS 376 at 10%
40%
PMS 376 at 100%
Single colour logos If single colour reproduction of the logo is required, use the black or reverse logo. Please note on the single colour logos, the hpa inside the leaf is transparent. Avoid placing the logo over busy backgrounds that conflict with the logo visibility, refer to page 4.1 ‘Use of logo over imagery’ for further guidelines around usage on backgrounds.
2.2
Logo naming and supply
Print logos
3.0
A copy of these guidelines and the HPA logos are available on Brand FM -
plus (this places them in your cart). 3 Click on your Cart, which will then enable
Please go to brandfm.com and search HPA. You will need to create a free
you to check that you are happy with your selections. 4 Click on e-Courier and
account and then follow these steps to retrieve the logos: 1 Search for the
send them off in an email. There is a guide for usage and supply below.
artwork and open. 2 Select the file types required by clicking on the green
Stacked logos
HPA Logo Stacked_CMYK.eps
HPA Logo Stacked_Black.eps
HPA Logo Stacked_Reverse.eps
HPA Logo Stacked_CMYK.tiff
HPA Logo Stacked_Black.tiff
Horizontal logos
HPA Logo Horizontal_CMYK.eps
HPA Logo Horizontal_Black.eps
HPA Logo Horizontal_Reverse.eps
Usage Guide - Purpose Internally printed MS Office documents Professional printed documents/signage/clothing HPA Logo Horizontal_CMYK.tiff
HPA Logo Horizontal_Black .tiff
For use over coloured backgrounds or images Professional graphic workflows
tiff
eps
On-screen logos
3.1
A copy of these guidelines and the HPA logos are available on Brand FM Please go to brandfm.com and search HPA. There is a guide for usage and supply below.
Stacked logos
HPA Logo Stacked_RGB.png
HPA Logo Stacked_Black.png
HPA Logo Stacked_Reverse.png
HPA Logo Stacked_RBG.jpg
HPA Logo Stacked_Black.jpg
Horizontal logos
HPA Logo Horizontal_RGB.png
HPA Logo Horizontal_Black.png
HPA Logo Horizontal_Reverse.png
Usage Guide - Purpose Email Web HPA Logo Horizontal_RGB.jpg
HPA Logo Horizontal_Black.jpg
Powerpoint For use over coloured backgrounds or images
Please note, all the above png files are also available as psd files.
Professional graphic workflows
png
jpg
psd
eps
Limitations of usage
Clear space and minimum sizes
4.0
Clear space
Clear space defined by the height of ‘n’ in the word ‘promotion’.
20mm
Minimum size
Please do not place any conflicting colour or imagery inside the clear space.
35mm For optimum readability, please ensure the width of the vertical logo is a minimum of 20mm.
For optimum readability, please ensure the width of the vertical logo is a minimum of 35mm.
Things to avoid
Do not change the colour in any way
Do not place over a similar background colour
Do not stretch or distort the logo
health promotion agency Do not place the logo on an angle
Do not change the arrangement of the logo
Do not recreate the logo or change the typeface in any way
Only PMS 376 at 40% or lighter or white are appropriate background colours
Use of logo over imagery
4.1
The logo may be placed over appropriate imagery. For visibility, use the primary
When using images of people, please be mindful not to place the logo over
logo over light backgrounds or the reversed logo in white over dark backgrounds.
people’s heads.
Avoid placing the logo over busy backgrounds that conflict with the logo visibility.
Things to avoid
Do not place the logo over a dark busy background
Do not place the reversed logo over a light background
Do not place the logo over people’s heads
Typography
Primary typeface The typeface for the Health Promotion Agency brand is ARS Maquette Pro.
5.0
Graphic elements
Graphic device
6.0
The HPA symbol is a prominent feature across the Health Promotion Agency
If photographs are used, they can be placed in the shape with a white border
brand. The shape itself may be used as a graphic device to accent or emphasise
and light drop shadow to further enhance the design. When using images
parts of the communication. It can also be duplicated and used as a background
of people, please be mindful that no text or imagery overlaps the head,
texture on a light tint or gradient of PMS 376.
and that the head is not cropped in any way.
Application of brand elements
Inspiring all New Zealanders to lead healthier lives
6.1
Brand tone and imagery style
6.2
Using the HPA identity in the context of HPA programmes
6.3
Please choose the logo best suited to your design. Use the full colour logo if the
On rare occasions, the ‘leaf’ may be able to be used on its own. This is only likely
background is light. Logo size and placement is preferred to be quite small and
in the following cases:
placed in the bottom left if possible. For double sided material, use the logo only
• direct-to-youth communications
once and on the back.
• merchandise where there may be space restrictions. Regardless of the circumstances, a discussion must be had with the Corporate Communications team before approval can be given to use the logo in this way.
In Fact
RE FOR
research facts from the HPA
BE THETEAM YOUR
Volume 2 Issue 22 September 2013
Uptake of the influenza vaccine in 2012 Background The Ministry of Health recommends the influenza vaccine to protect New Zealanders against the influenza virus. People who have a higher risk of contracting the virus and who are more likely to experience severe symptoms1 are eligible to receive the vaccine for free (Ministry of Health, 2013). Many employers in New Zealand also make the influenza vaccine available to their staff for free. In the Health Promotion Agency’s (HPA’s) 2012 Health and Lifestyles Survey (HLS), we asked New Zealanders aged 15 years and over about their uptake of, and attitudes toward, the influenza vaccine. It is important to understand the factors that contribute to people taking up the influenza vaccine to aid the development of effective health promotion strategies that will maximise influenza immunisation rates and minimise the spread of the disease.
Methodology All respondents in the 2012 HLS were asked three questions relating to the influenza vaccine: whether they were eligible to get the vaccine for free, whether their work pays for staff to get the vaccine, and whether they will receive the vaccine in 2012. Respondents who said that they were not going to receive the vaccine in 2012 were also asked to give reasons for their decision. Interviews were conducted between autumn and winter (May to August) 2012. To understand how uptake of the influenza vaccine varied between groups, we compared rates of receiving the vaccine by age, gender, ethnicity, neighbourhood deprivation status, perceived eligibility for the free vaccine, and employer subsidy of the vaccine. Statistically significant differences (p < .05) are reported.
be there your team
for
1
Perceived eligibility for the free vaccine All respondents were asked, “Are you eligible to get the flu vaccine for free?” Just over four in 10 respondents thought that they were eligible (46%; 44-48%). Around four in 10 thought they were not eligible (37%; 34-40%), and a further two in 10 did not know (17%; 15-20%).
Employer subsidy of the vaccine All respondents were asked, “Does your work pay for staff to get the flu vaccine?” Of those who were employed, around three in 10 said that their work paid (32%; 28-35%), six in 10 said that their work did not pay (59%; 55-63%), and one in 10 did not know (9%; 7-11%).
Vaccine uptake All respondents were asked, “Will you receive the flu vaccine this year?” The response options were “already have”, “I will”, “no”, “I don’t think so”, and “don’t know”. Around three in 10 respondents had already received the vaccine at the time they were surveyed (27%; 2529%). Fewer than one in 10 said they would get the vaccine (8%; 6-9%), and around six in 10 said they would not (63%; 60-65%). A small percentage said they didn’t think they would get the vaccine (1%; 0.4-2%) and a further small percentage did not know (2%; 1-2%). Factors that made a person more likely to have already obtained the vaccine were:
Age The likelihood of people already having received the vaccine tended to increase with age (see Figure 1), even after controlling for perceived eligibility to get the vaccine for free (since older adults were more likely than young adults to think they were eligible).
People aged 65 years and over and people with specific
medical conditions
Research fact sheet
Heart disease and diabetes kill more than 6,000 kiwis a year. A simple check up could help save your life. Ask your doctor or nurse now. Do it for your family.
ALC0308 Cardio Posters.indd 1
Smokefreerockquest poster
Heart and diabetes check poster
Breakfast eaters website 25/06/13 11:16 AM
Contact information
Contact information
For more information, please contact: Lynne Walsh Corporate Communications Manager [email protected] DDI Phone (04) 917 0512 Jess Maccagno Production Lead [email protected] DDI Phone (04) 912 0326 Felicity Close Senior Communications Advisor [email protected] DDI Phone (04) 912 0316
Health Promotion Agency Phone (04) 917 0060 Fax (04) 473 0890 Level 4, ASB House, 101 The Terrace, Wellington 6011 PO Box 2142, Wellington 6140
Welcome These brand identity guidelines have been developed to help you work with the Health Promotion Agency brand in a consistent manner, across all applications. It’s important that we follow these guidelines with every application of the brand identity. Consistency is vital in creating a brand that has broad appeal and awareness. If there are any applications of the identity that you require assistance with and which are not included in these guides, or if you have any questions regarding the application or use of the brand identity, please contact the Health Promotion Agency, phone 04 917 0060 or email: Lynne Walsh Corporate Communications Manager
[email protected]. Jess Maccagno Production Lead
[email protected] Felicity Close Senior Communications Advisor
[email protected] Last updated November 2013
Contents 1 HPA logo 1.0 Stacked logo 1.1 Horizontal logo 2 Use of colour
5 Typography 5.0 Primary typeface 6 Graphic elements 6.0 Graphic device
2.0 Colour palette
6.1 Application of brand elements
2.1 Background colour
6.2 Brand tone and imagery style
2.2 Single colour logos
6.3 Using the HPA identity in the context of HPA programmes
3 Logo naming and supply 3.0 Print logos 3.1 On-screen logos 4 Limitations of usage 4.0 Clear space and minimum sizes 4.1 Use of logo over imagery
7 Contact information
HPA logo
Stacked logo There are two versions of the HPA logo, stacked as shown below and horizontal over the page. Please choose the logo best suited to your design.
1.0
Horizontal logo
1.1
Use of colour
Colour palette
2.0
The brand colours are PMS 632 for text and PMS 376 for the symbol. The secondary colours are PMS 144, PMS 109 and PMS 512. These are only to be used as accent colours to further enhance the brand identity. Please do not apply these colours to the logo.
Primary colours
Secondary colours
PMS 632
PMS 376
PMS 144
PMS 109
PMS 512
C 93, M 2, Y 15, K 7
C 54, M 0, Y 100, K 0
C 0, M 51, Y 100, K 0
C 0, M 9, Y 100, K 0
C 53, M 94, Y 23, K 6
R 0, G 147, B 178
R 132, G 189, B 0
R 237, G 139, B 0
R 255, G 209, B 0
R 131, G 49, B 119
HTML #0093B2
HTML #84BD00
HTML #ED8B00
HTML #FFD100
HTML #833177
Background colour
2.1
For backgrounds, the preferred colour is a light tint of PMS 376, no darker than 40%. For darker backgrounds use the logo reversed in white.
20%
30%
PMS 376 at 10%
40%
PMS 376 at 100%
Single colour logos If single colour reproduction of the logo is required, use the black or reverse logo. Please note on the single colour logos, the hpa inside the leaf is transparent. Avoid placing the logo over busy backgrounds that conflict with the logo visibility, refer to page 4.1 ‘Use of logo over imagery’ for further guidelines around usage on backgrounds.
2.2
Logo naming and supply
Print logos
3.0
A copy of these guidelines and the HPA logos are available on Brand FM -
plus (this places them in your cart). 3 Click on your Cart, which will then enable
Please go to brandfm.com and search HPA. You will need to create a free
you to check that you are happy with your selections. 4 Click on e-Courier and
account and then follow these steps to retrieve the logos: 1 Search for the
send them off in an email. There is a guide for usage and supply below.
artwork and open. 2 Select the file types required by clicking on the green
Stacked logos
HPA Logo Stacked_CMYK.eps
HPA Logo Stacked_Black.eps
HPA Logo Stacked_Reverse.eps
HPA Logo Stacked_CMYK.tiff
HPA Logo Stacked_Black.tiff
Horizontal logos
HPA Logo Horizontal_CMYK.eps
HPA Logo Horizontal_Black.eps
HPA Logo Horizontal_Reverse.eps
Usage Guide - Purpose Internally printed MS Office documents Professional printed documents/signage/clothing HPA Logo Horizontal_CMYK.tiff
HPA Logo Horizontal_Black .tiff
For use over coloured backgrounds or images Professional graphic workflows
tiff
eps
On-screen logos
3.1
A copy of these guidelines and the HPA logos are available on Brand FM Please go to brandfm.com and search HPA. There is a guide for usage and supply below.
Stacked logos
HPA Logo Stacked_RGB.png
HPA Logo Stacked_Black.png
HPA Logo Stacked_Reverse.png
HPA Logo Stacked_RBG.jpg
HPA Logo Stacked_Black.jpg
Horizontal logos
HPA Logo Horizontal_RGB.png
HPA Logo Horizontal_Black.png
HPA Logo Horizontal_Reverse.png
Usage Guide - Purpose Email Web HPA Logo Horizontal_RGB.jpg
HPA Logo Horizontal_Black.jpg
Powerpoint For use over coloured backgrounds or images
Please note, all the above png files are also available as psd files.
Professional graphic workflows
png
jpg
psd
eps
Limitations of usage
Clear space and minimum sizes
4.0
Clear space
Clear space defined by the height of ‘n’ in the word ‘promotion’.
20mm
Minimum size
Please do not place any conflicting colour or imagery inside the clear space.
35mm For optimum readability, please ensure the width of the vertical logo is a minimum of 20mm.
For optimum readability, please ensure the width of the vertical logo is a minimum of 35mm.
Things to avoid
Do not change the colour in any way
Do not place over a similar background colour
Do not stretch or distort the logo
health promotion agency Do not place the logo on an angle
Do not change the arrangement of the logo
Do not recreate the logo or change the typeface in any way
Only PMS 376 at 40% or lighter or white are appropriate background colours
Use of logo over imagery
4.1
The logo may be placed over appropriate imagery. For visibility, use the primary
When using images of people, please be mindful not to place the logo over
logo over light backgrounds or the reversed logo in white over dark backgrounds.
people’s heads.
Avoid placing the logo over busy backgrounds that conflict with the logo visibility.
Things to avoid
Do not place the logo over a dark busy background
Do not place the reversed logo over a light background
Do not place the logo over people’s heads
Typography
Primary typeface The typeface for the Health Promotion Agency brand is ARS Maquette Pro.
5.0
Graphic elements
Graphic device
6.0
The HPA symbol is a prominent feature across the Health Promotion Agency
If photographs are used, they can be placed in the shape with a white border
brand. The shape itself may be used as a graphic device to accent or emphasise
and light drop shadow to further enhance the design. When using images
parts of the communication. It can also be duplicated and used as a background
of people, please be mindful that no text or imagery overlaps the head,
texture on a light tint or gradient of PMS 376.
and that the head is not cropped in any way.
Application of brand elements
Inspiring all New Zealanders to lead healthier lives
6.1
Brand tone and imagery style
6.2
Using the HPA identity in the context of HPA programmes
6.3
Please choose the logo best suited to your design. Use the full colour logo if the
On rare occasions, the ‘leaf’ may be able to be used on its own. This is only likely
background is light. Logo size and placement is preferred to be quite small and
in the following cases:
placed in the bottom left if possible. For double sided material, use the logo only
• direct-to-youth communications
once and on the back.
• merchandise where there may be space restrictions. Regardless of the circumstances, a discussion must be had with the Corporate Communications team before approval can be given to use the logo in this way.
In Fact
RE FOR
research facts from the HPA
BE THETEAM YOUR
Volume 2 Issue 22 September 2013
Uptake of the influenza vaccine in 2012 Background The Ministry of Health recommends the influenza vaccine to protect New Zealanders against the influenza virus. People who have a higher risk of contracting the virus and who are more likely to experience severe symptoms1 are eligible to receive the vaccine for free (Ministry of Health, 2013). Many employers in New Zealand also make the influenza vaccine available to their staff for free. In the Health Promotion Agency’s (HPA’s) 2012 Health and Lifestyles Survey (HLS), we asked New Zealanders aged 15 years and over about their uptake of, and attitudes toward, the influenza vaccine. It is important to understand the factors that contribute to people taking up the influenza vaccine to aid the development of effective health promotion strategies that will maximise influenza immunisation rates and minimise the spread of the disease.
Methodology All respondents in the 2012 HLS were asked three questions relating to the influenza vaccine: whether they were eligible to get the vaccine for free, whether their work pays for staff to get the vaccine, and whether they will receive the vaccine in 2012. Respondents who said that they were not going to receive the vaccine in 2012 were also asked to give reasons for their decision. Interviews were conducted between autumn and winter (May to August) 2012. To understand how uptake of the influenza vaccine varied between groups, we compared rates of receiving the vaccine by age, gender, ethnicity, neighbourhood deprivation status, perceived eligibility for the free vaccine, and employer subsidy of the vaccine. Statistically significant differences (p < .05) are reported.
be there your team
for
1
Perceived eligibility for the free vaccine All respondents were asked, “Are you eligible to get the flu vaccine for free?” Just over four in 10 respondents thought that they were eligible (46%; 44-48%). Around four in 10 thought they were not eligible (37%; 34-40%), and a further two in 10 did not know (17%; 15-20%).
Employer subsidy of the vaccine All respondents were asked, “Does your work pay for staff to get the flu vaccine?” Of those who were employed, around three in 10 said that their work paid (32%; 28-35%), six in 10 said that their work did not pay (59%; 55-63%), and one in 10 did not know (9%; 7-11%).
Vaccine uptake All respondents were asked, “Will you receive the flu vaccine this year?” The response options were “already have”, “I will”, “no”, “I don’t think so”, and “don’t know”. Around three in 10 respondents had already received the vaccine at the time they were surveyed (27%; 2529%). Fewer than one in 10 said they would get the vaccine (8%; 6-9%), and around six in 10 said they would not (63%; 60-65%). A small percentage said they didn’t think they would get the vaccine (1%; 0.4-2%) and a further small percentage did not know (2%; 1-2%). Factors that made a person more likely to have already obtained the vaccine were:
Age The likelihood of people already having received the vaccine tended to increase with age (see Figure 1), even after controlling for perceived eligibility to get the vaccine for free (since older adults were more likely than young adults to think they were eligible).
People aged 65 years and over and people with specific
medical conditions
Research fact sheet
Heart disease and diabetes kill more than 6,000 kiwis a year. A simple check up could help save your life. Ask your doctor or nurse now. Do it for your family.
ALC0308 Cardio Posters.indd 1
Smokefreerockquest poster
Heart and diabetes check poster
Breakfast eaters website 25/06/13 11:16 AM
Contact information
Contact information
For more information, please contact: Lynne Walsh Corporate Communications Manager [email protected] DDI Phone (04) 917 0512 Jess Maccagno Production Lead [email protected] DDI Phone (04) 912 0326 Felicity Close Senior Communications Advisor [email protected] DDI Phone (04) 912 0316
Health Promotion Agency Phone (04) 917 0060 Fax (04) 473 0890 Level 4, ASB House, 101 The Terrace, Wellington 6011 PO Box 2142, Wellington 6140
