Brand Guidelines 2017 - 1-afa.cdn. · PDF fileAFA Brand Guidelines 2017 • 3 The AFA Logo...

The AFA is a contemporary and relevant member based association for the Financial Advisory profession and provides a robust and united voice for all financial advisers and their clients. The AFA’s brand identity is to provide’ ‘Great advice for more Australians’.

Brand Guidelines 2017

AFA Brand Guidelines 2017 • 2

BRAND GUIDELINES 2017

Contents

Contact

For questions and direction regarding the AFA Brand and Style Guidelines please contact:

Karen TinnellyP (02) 9267 4003E [email protected]

Level 5, 257 Clarence Street, Sydney, 2000 www.afa.asn.au

1.0 Logo

2.0 Colour

3.0 Typography

4.0 Language

5.0 Photography

6.0 Graphic Elements

7.0 Contact Details


The AFA Logo is a hand drawn piece of digital artwork. The proportion and arrangement of the logo has been specifically determined. The logo should never be typeset, recreated or altered in any way as this will cause inconsistencies with the barnd.

1.1 Logo

AFA Logo Identity

The “afa” logo type is positioned as the focal point within the identity, presented above the “Associ-ation of Financial Advisers” logo type and joined by the “Kaleidoscope” logo mark.

The AFA identity consists of three elements as shown in Figure 1:a - the “Kaleidoscope” logo mark b - the “afa” logo typec - the “Association of Financial Advisers” logo type.

Figure 1.

a - the “Kaleidoscope” logo mark

b - the “afa” logo type

c - the “Association of Financial Advisers” logo type.


The following standards have been produced to ensure the logo is used consistently on all applications. Strict adherence to these standards is essential. The logo artwork is available electronically in EPS (colour, mono, black, reverse) and JPG (colour, black, mono) formats. EPS files are used by professional designers and printers, JPG files are generally used by internal staff for MS Word and PowerPoint templates. Careful consideration must be taken when reproducing The AFA logo. The logo should be reproduced in colour whenever possible. White is the most effective background on which to reproduce the colour logo. The examples below illustrate good practice.

1.2 Good Practice

Full colour example

Black logo Colour used on dark background


To ensure brand consistency, always use the approved digistal artwork avaialble from the AFA marketing team. If the AFA Logo is not used correctly, the clarity and legibility is compromised. The follwing examples illustrate unacceptable uses of the AFA logo.

1.3 Logo Misuse

Don’t use a drop-shadow behind the logo

Don’t place on unsuitable images Don’t change the orientation of the logo

Don’t distort the logo


1.4 AFA Member Logo

As an active AFA Member you can include the AFA Member logo into you email signature or onto your website.

To get a copy of the AFA Member logo please contact Karen TinnellyP (02) 9267 4003E [email protected]


Practitioner

1.4 AFA Member Logo

Within the AFA we have five sub brands. They are a hand drawn piece of digital artwork. The logos should never be typeset, recreated or altered in any way as this will cause inconsitencies that will dilute the brand.


2.0 COLOUR

2.1 Signature Colours2.2 Supporting Colours


The colours below show the primary colours of the AFA

2.1 Signature Colours

AFA Bluec100/m30/y0/k20

AFA GenXtc73/m7/y19/k0

AFA Inspirec100/m6/y36/k0


Supporting colours have been chosen to compliment the signature colour and add diversity to brand communications. These colours are mainly used in charts and diagrams

2.2 Supporting Colours

AFA Neutralc100/m30/y0/k20

AFA Greenc100/m30/y0/k20

AFA Purplec100/m30/y0/k20

AFA Orangec100/m30/y0/k20


3.0 TYPOGRAPHY

3.1 Primary Typeface3.2 Alternative Fonts


Three typefaces have been selected to be used on all communication material. Helvetica Neue and Breguel Roman should be used on all externally produced material and Arial should be used on all internally produced material and other instances where Helvetica Neue is unavailable. They reflect the personality of the company, are highly legible and are widely available.

Helvetica Neue is the primary typeface for the AFA. It is a clear and simple sans serif typeface which will create an efficient and clean feel. Its versatility will suit all the different communications needs. The variety of weights and styles will offer flexibility and will allow any applications to be creative and effective.

3.1 Primary Typeface

Sample Helvetica Neue Regular (body copy) ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Sample Helvetica Condensed Bold (sub headings) ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Sample Helvetica Condensed Black (body copy) ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz


3.2 Alternative Typeface

Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Arial is predominantly the AFA electronic typeface. Two weights have been chosen - Arial regular and Arial Bold (italic versions can be used to add variety to documents). For web/email and Microsoft Office type programs such as Word and PowerPoint (and other instances where Helvetica Neue is unavailable), Arial should be substituted.


4.0 LANGUAGE

4.1 Brand Statement


4.1 Brand Statement

The AFA brand statement is an integral part of our identity. Our brand statement is:

Great advice for more Australians

It should only appear in the supplied graphic format.


5.0 PHOTOGRAPHY

5.1 Photgraphy


5.1 Photography

Photography is a key element in our visual identity. We like to show the collaborative nature of the AFA culture. We capture our events and people naturally, which reflect our autheticity. Important points to consider:• Images should always be in colour• Photography should always be natural• Don’t create photographic collages or montages• Avoid using photography with content that is irrelevant to our business and our clients.• Avoid stereotypical, cliched images or photography where objects appear to be staged. Images should be natural and spon-

taneous.


6.0 GRAPHIC ELEMENTS

6.1 AFA Business Card6.2 AFA Letterhead5.3 AFA Powerpoint Presentation


6.1 AFA Business Card

Make it happen www.afa.asn.au

Great advice formore Australians

www.afa.asn.au

Philip KewinGAICD

Chief Executive Officer

Level 5, 257 Clarence StreetSydney NSW 2000 Australia Member Freecall: 1800 656 009Direct 02 8036 8174 T 02 9267 4003 F 02 9267 [email protected] www.afa.asn.au


6.2 AFA Letterhead

Association of Financial Advisers Ltd ACN: 008 619 921 ABN: 29 008 921

PO Box Q279 Queen Victoria Building NSW 1230

T 02 9267 4003 F 02 9267 5003 Member Freecall: 1800 656 009

www.afa.asn.au

Templates have been created for commonly used MS Word and Powerpoint documents. If otherdocuments need to be created, the logo should be placed in the top left hand corner of the document asper the current templates. The type used throughout the document should be Arial, size 11pt on singleline spacing. Electronic templates can be requested from AFA HQ.

Association of Financial Advisers LtdACN: 008 619 921 ABN: 29 008 619 921

PO Box Q279Queen Victoria Building NSW 1230T 02 9267 4003 F 02 9267 5003Member Freecall: 1800 656 009www.afa.asn.au


6.3 Powerpoint Template


7.0 CONTACT AND APPROVAL

7.1 Contact Information and Approval Process


7.1 Contact Information and Approval ProcessFor more information regarding this guide, templates, printing or our identity, please do not hesitate to contact:

Contact

For questions and direction regarding the AFA Brand and Style Guidelines please contact:


Level 5, 257 Clarence Street, Sydney, 2000

www.afa.asn.au

Approval Process

Material design for reports, conferences, etc. should make use of this identity (including the logo) and, for the time being, should be forwarded to the AFA National Office for final sign-off prior to publication.Please forward your communications to:


For more information regarding this guide, templates, printing or our identity, please do not hesitate to contact:

ContactFor questions and direction regarding the AFA Brand and Style Guidelines please contact:

Karen TinnellyP (02) 9267 4003E [email protected] 5, 257 Clarence Street, Sydney, 2000www.afa.asn.au

Approval ProcessMaterial design for reports, conferences, etc. should make use of this identity (including the logo)and, for the time being, should be forwarded to the AFA National Office for final sign-off prior topublication.Please forward your communications to:


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