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HEADLINES

PROXIMA NOVA BOLD

INTRO/SUBHEADLINES

PROXIMA NOVA MEDIUMBODY COPY

Proxima Nova Regular

PRINT (MINIMUM FONT SIZE 6PT)

HEADLINES

ARIAL BLACKINTRO/SUBHEADLINES

ARIAL BOLDBODY COPY

Arial Regular

INTERNAL (MINIMUM FONT SIZE 8PT)

AHRI VISION STATEMENT

To shape the HR profession for the future.

GRADIENT

The AHRI gradient transitions from blue to green, representing the fluid nature of AHRI’s journey as well as the role HR plays in driving change across organisations.

AHRI BRAND GUIDELINES

AHRI BRANDMARK STACKED AND HORIZONTAL

AHRI brandmark is available in stacked and horizontal formats in both full colour and mono. The full colour, stacked version is preferred on most materials (options 1 and 2).

BRANDMARK COLOUR

It is essential that these colours are used accurately and consistently whenever the AHRI brandmark is reproduced across any medium.

CORNERSTONE

The ‘Cornerstone’ is present on all AHRI branding and represents an arrow, signifying forward thinking and growth.

CMYK C99 / M50 / Y0 / K0

RGB R0 / G94 / B184

CMYK C93 / M0 / Y100 / K0

RGB R0 / G154 / B68

CMYK C40 / M30 / Y20 / K66

RGB R99 / G102 / B106

Typical colour usage breakdown.

10%20%70%

AHRI TYPOGRAPHY

The AHRI brand type is Proxima Nova, which is used on everything the Customer Experience and Brand Team produce. All other documents across print, and digital, use Arial instead.

1. 2. 3. 4.

2

AHRI BRANDMARK USAGE

There are a number of file formats, sizes and treatments available for the AHRI brandmark. It is essential to use the appropriate file for each situation. Below is a quick guide to assist you:

For web, word documents and powerpoint presentations.

For general use.

Unless otherwise instructed by the Customer Experience and Brand Team, use the stacked JPEG AHRI brandmark version in full colour.

Full colour, mono-white and mono-black options are available. Always use the full colour option where possible, reverting to mono-white on coloured backgrounds.

SHARING AHRI BRANDMARK

If you are asked to provide the AHRI brandmark to external suppliers,

use the packaged folder available on the M drive: Common Files/AHRI Brand

AHRI TEMPLATES

Branded templates for use are available on the M drive: Common Files/AHRI Brand

When using common templates, always ensure it’s saved to your desktop or a new folder prior to use so you avoid overriding the originals.

Templates are available for:

• Corporate document e.g. program guides

• Powerpoint presentation template in 16x9, and 4x3 format

• AHRI letterhead

• AHRI masthead in portrait, and landscape

• Meeting agenda template

1. 2.

VERSION CONTROL

Most AHRI print and digital collaterials are tagged with version control to ensure the documents are up to date. Unsure if the document you have is current? Check with the Customer Experience and Brand Team.

Example of a version control tag is:

Product category

Document title Creation date

Version

AHRI_StyleGuideCheatsheet_0918_V1.0

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GUIDING PRINCIPLES

Please use this guide as a handy reference for your AHRI writing style. When you write for AHRI, whether it’s emails to members, info on the website, fulfilment for sponsors or apps for event attendees, your words are an expression of the AHRI brand and personality. AHRI’s brand embodies the values of being GENUINE, BOLD, VISIONARY and PROUD. Through our strategy, communications and everyday dealings, we aim to reflect these values.

AHRI WRITING STYLE GUIDE

WRITING IN THE AHRI STYLE

WE USE

• Plain language – big words don’t make us smart; relevant content and interesting points of view do.

• Verbs rather than nouns – learn, build, register, enrol, join, find out, start, etc. Start your calls to action with a strong verb in present tense.

WE AVOID

• Jargon-heavy or academic language – our content should be accessible to everyone, no matter their experience or background.

• Stereotyping – even if you think of them as positive (e.g. Asian people are great with numbers)

• Referring to an individual’s age, cultural background, gender etc unless it’s relevant

• Language that is inappropriate for the context – language that is fine outside work may not be appropriate for work (e.g. referring to someone as a ‘girl’)

• Negatives – “We cannot proceed until…”

DATES

Follow this style: Monday 13 March 2025 / Monday 13 March

We don’t use ordinal numbers in dates (1st, 2nd, 3rd, 13th)

NUMBERS

One to nine, spell out in body text; 10 and more to use numbers (unless in headlines ‘5 ways to …’)

APOSTROPHES

Apostrophes are used to:

• Indicate possession, or

• Take the place of something that’s missing (as in contractions and dates). Eg: Carmen’s cake isn’t here yet. The ‘80s had great music, but terrible clothes. Do not use an apostrophe +s to make a regular noun plural (e.g. pizza becomes pizzas, not pizza’s)

EN DASHES — TYPING AND USING

At AHRI we use en dashes as an all-purpose tool to cover off the function usually taken care of by both en dashes and em dashes. When to use an en dash:You may be using hyphens when you should be using dashes. A dash is slightly different to a hyphen.

Press Ctrl+Minus (on the numeric keypad)

OR

Choose Symbol from the Insert menu, and then

select En Dash from the Special Characters tab.

HOW TO TYPE AN EN DASH

We use em dashes to:• To span time (Eg: 1 – 5 August)

• To create a strong break in the structure of a sentence and when a comma, colon or parenthesis just won’t do.

• In pairs like parentheses–that is, to enclose a word, or a phrase, or a clause–or they can be used alone to detach one end of a sentence from the main body.

We use hyphens:• To join parts of compound words (Eg: mother-in-law)

En dashes are followed by lowercase letters (e.g. stereotyping – even if you think of them as positive)

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TERMS WE USE FREQUENTLY

YES NO

an HR professional a HR professional

AHRI Practising Certification Program (APC) AHRI’s Practising Certification (APC) Program

APC graduates graduates

APC Program APC program

apply for HR certification / awards / mentoring

Australian HR Institute or AHRI Australian Human Resources Institute

candidates (of applications) applicants

Certificate IV course not program

certification accreditation

Certified HR Practitioner certified HR practitioner

continuing professional development continuous professional development

CPD points CPD hours

enrol in (courses, including the APC Program) enrol for

HR certified HR Certified

HR certificationHR Certification / AHRI Certification/ Accreditation

HR certification SLP candidates submit their case study application, at which time it becomes a submission

HR profession HR industry/sector

learning units units of study

login (to the website/your profile) sign in

(program) participants students

professional member (when referring to CAHRI)

certified professional

register (to attend events) book

RPL candidates RPL applicants

Senior Leaders Pathway (SLP)Senior Leadership Pathway/ Senior Leader’s Pathway

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PAGE FORMATTING

A clear, consistent webpage helps users navigate our website, find information quickly and provide

an intuitive experience. When creating a new webpage or updating an existing one, ensure the below

guidelines are adhered to.

Below is an example of correct styling.

AHRI WEBSITE GUIDELINES

HEADING STYLES

H1 (required)

Begin each webpage with a H1 that clearly indicates the purpose of that page. Only one H1 is required per page.

H2

Used as a secondary to H1s, these are used to expand on the H1s message. Use a H2 only if there is a clear requirement.

H3

Each new section should begin with a H3, clearly indicating the purpose of a new paragraph.

Things to remember

• All headings should be in sentance case

• Use H3’s often so break up information

• There is only one H1 per page

SELECTING MODULES

• Single Column ContentFor the bulk of your information,including dot points and H1s.

• Single Column Promo BannerUsed for Call To Actions (CTA),ie. enrol now, register now.

• Text & Media Left/RightTo break up information, with left/rightaligned photography. Used for break-outquotes and highlighting key information.

• Three Column CardUsed as navigational signposts.

• Four Column CardUsed as navigational signposts,and highlight key information.

• Sponsor ModuleLimited to one per page, andused where sponsor or partneracknowledgement is required

Additional modules are available. Please speak to the Marketing & Communications team prior to use.

H1

H3

H3

Text and Media Right Module

Four Column Card Module

Single Column Content

HEADINGS

A heading should describe, in as few words as possible, what it is that the user is about to read. For example, if the page is covering registration options, a heading that says “Registration Options” will suffice.

Avoid using contractions in headings – for example, an FAQ page needs to have the heading “Frequently Asked Questions” – assume that the reader will have zero knowledge of even commonly used abbreviations.

PARAGRAPHS

Paragraphs should be two-to-three sentences long, or at maximum, five sentences. Avoid “walls of text” by creating a paragraph break during natural pauses – for example, when changing the topic of the paragraph (“Unlike most instances, however…”) or when giving more information about the previous topic (“The Convention will also run on…”). However, use your judgement on when to put a paragraph break as based on the sentence maximum above.

CONTENT PRIORITY

Think clearly about what it is that the reader wants to know from you. If they must trawl

through three paragraphs before getting to the context of the page, you will lose the reader and potential customer.

Keep paragraphs relevant by using the pyramid standard: the most important and

pressing information should be first, then the elaboration of that information next, the available options or where the reader can go for more information, and finally an over-arching summary of the paragraph.

For example:

“Applying for one or more of the AHRI Awards is a clear demonstration of your commitment

to being the best in business...”

“If you or your organisation has achieved an outstanding HR initiative that you would like to have recognised…”

“You can hear from some other AHRI Awards winners by viewing the webinar video…”

“Register for the AHRI Awards and be recognised...”

DOT POINTS AND TABLES

Use dot points and tables sparingly: they should be used only when a lot of information can be succinctly visualised for the reader. Avoid using dot points for things that run over multiple sentences – be as concise as you can in each entry.

If you are having to explain something that you’ve written in a dot point, it probably does

not belong in a dot point list, and should have its own paragraph.

Don’t explain what the list is about in the dot points.

For example:

• To apply for an AHRI Award, first choose the awardyou would like to apply for.

• Then, fill out the application form.

• You can then enter your details

AHRI WEBSITE GUIDELINES

Should be:

To apply for an AHRI Award:

• Chose the award you would like to apply for

• Fill out the application form

• Enter your details

HAVE A QUESTION?A more comprehensive style guide is available at M:\Common Files\AHRI Brand.

If you have any questions, please ask the Marketing and Communications Team.

Questions about the AHRI writing style guide

Sebastian Pesenti: sebastian.pesenti@ahri.com.au

Questions about the AHRI brand style guide

Ross Tsai: ross.tsai@ahri.com.au

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