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Brandguidelines

Australian Sailing | SheSails Brand Guidelines

Introduction 3

Brand elements 4The logo 5 Typography 10 Photography 11

Available brand assets 12

Planning & Promoting SheSails Activities 13

Case Studies 14

Contents


Contact details for enquiries:

Michael Martin Head of Commercial and Communications

T 02 8424 7413 E [email protected]

• Provide new and existing female sailors with the opportunity to enjoy activities at their local sailing club with like-minded people

• Develop an online platform to feature female-focused events and programs across the country

The SheSails brand package includes a guidelines document, along with examples of clubs from around the country who are currently running successful female-focused activities, events and programs and a digital assets pack for clubs to use to promote the brand including social media banners, pop-up banners, poster templates and other promotional collateral to be printed or used digitally. You can find more information on SheSails brand and access brand assets via SheSails.org.au

Australian Sailing has a strategic objective to increase female participation in our sport. The SheSails brand is designed to be a focal point for recognising all of the amazing female contributors to our sport, and to encourage women of all ages to get involved in sailing through organised activities at their local club.

SheSails aims to:

• Promote and celebrate female participation in the sport of sailing

• Unify all female participation activities run across the country under one SheSails brand

• Provide clubs with visual materials and case studies to help grow female participation in recreational and competitive sailing

Introduction


Brand elements comprise the essence of the brand.

These include the SheSails logo, colours, typefaces, and visual language.

Brand Elements

The SheSails logo consists of the SheSails brand mark and the SheSails logotype text. Care must be taken to use both marks appropriately.

The SheSails logo should always appear as per the following examples, using the SheSails colour values.

The colour logo should always appear with adequate clear space (please see page 7 for clear space guidelines).

Use the CMYK colour values in full colour print applications, and the PMS colour value if using spot inks, or for applications such as embroidered merchandise.

For digital applications, and documents created in the Microsoft Office suite of applications, use the RGB/hexadecimal values.

For any enquiries about digital formats and approval to use the stacked colour logo, please contact the Head of Commercial and Communications.

Brand ElementsThe logo

BLUEPMS 2747C100 M85 Y0 K13R43 G51 B117#2b3375

PINKPMS Magenta C0 M100 Y0 K0 R195 G38 B123#c3267b


Correct usage

Care should be taken to use the SheSails logo correctly.

A few examples of misuse are shown here.

If you are unsure of an application, please consult the Head of Commercial and Communications.

Brand Elements The logo


CORRECT USAGE

DON’T PLACE ON COLOUR DON’T ADD MESSAGESDON’T DISTORT

DON’T CHANGE COLOURS DON’T ROTATE OR SKEW

Logo size

The minimum recommended width for the SheSails logo is 20mm.

Clear space of logo lockup

The SheSails logo lockup must always include a clear space area around the logo.

The clear space is equal to the height of the second panel in the sail. This space must also apply when used in the logo lockup between the divider line and the secondary logo.


CLEAR SPACE

20mm

MINIMUM WIDTH


Co-Branding Keeping in mind the clear space around the SheSails logo. This space must also apply when used in the logo lockup between the divider line and the secondary logo.

Brand Elements The Logo


Logo Application options

• Apparel

• Boat Stickers

• Flags

• Stationary

• Drinking mugs

• Tote bags



Headline typeface

The professional headline font, Zooja Pro - Regular is the brand’s headline typeface and should be used on all external and professionally designed materials.

Body Copy typeface

A professional sans-serif, Nuvo Pro - Regular is the brand’s body copy typeface and should be used on all external and professionally designed materials.

Typography

Zooja Pro - RegularABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 !@#$%&*

Nuvo Pro - RegularABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 !@#$%&*

Nuvo Pro - BoldABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 !@#$%&*

Nuvo Pro - Extra BoldABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%&*


The SheSails brand includes a library of images which can be used across appropriate applications.

Stock imagery must not be used unless otherwise approved.

All images for print should be supplied as CMYK at 300dpi, 100% of print size.

All images for web and screen should be supplied as RGB at 72dpi, 100% of screen size.

Please take care to use images that are sailing specific and approved for use.

To source any images from our library, please contact the Head of Commercial and Communications.

Photography



• Editable Poster Template A4

• Email/web banner 650 x 200px

• Email tile 400 x 400px

• Email Signature 2000 x 501px

• Facebook Event Cover image 1920 x 1080px

• Facebook post image 1200 x 630px

• Instagram post image 1080 x 1080

• Instagram Story 1080 x 1920px

• Twitter post image 506 x 253pxx

• Pull up Banner 850mm x 2100mm

• MsWord Doc Template

• PowerPoint Template

Available Brand Assets


• Get the word out in your local community – word of mouth, newsletters and social media, remember to tag SheSails channels and #SheSails

• Promote your activity on the shesails.org.au website and @SheSailsAus FB page

• Create posters using SheSails template to display at your club and local businesses

• Ask your current women members to help, sign them up as volunteers

• Encourage your current members to bring friends

• Partner with other organisations to reach new people

• After the event, follow up with the participants, seek feedback, invite them to participate again and encourage new attendees to join your club and start sailing on a more permanent basis

On the following pages you will find Case studies from the clubs who already run female oriented events and programs that you can refer to when planning your SheSails activities

your messages to be encouraging and positive, here are a few examples you may want to consider:

“Come along to our sailing club to meet like-minded women and learn to sail and open up a new vibrant social life”

“Sailing is great for people of all ages, backgrounds and abilities. It’s got lots of health benefits and is an excellent way to make new friends”

“Do you fancy learning a new skill and challenge whilst being in a social club environment. Have you thought about sailing?”

“Sailing is a great way to make new friends.”

“Sailing is great way to unwind and de-stress from the pressures of a busy lifestyle.”

• Use photos and video that show everyday women of all shapes, sizes, backgrounds and abilities getting involved

• Put the details on your club website. Make sure it’s clear that all equipment and boats will be provided and give guidance about appropriate clothing.

• Ask your current female members what they want when planning activities or designing programs

• Introduce a low-commitment way to join or try your activity

• Introduce a welcome offer/promotion for new members

• Make smaller groups with more personal support and advice from the instructor

• Offer variety of times and dates to make it more available

• Make sure you have communicated details of the event to staff and your current members. Let them know that new women will be visiting the club via newsletters, posters and social media. They will be invaluable in welcoming newcomers and promoting the club as welcoming, with a friendly atmosphere.

Promoting SheSails activities:

• Selecting the right message is very important. This message needs to motivate women to engage with your club and reflect what they want and need for their leisure time. Tailor

Planning & Promoting SheSails Activities


How do you promote your activities?

MYC Website and Facebook, Weekly Club eNews, QLD SheSails Networking Group, Word of Mouth

What resources did you require?

Mooloolaba Yacht Club has four Elliott6 keelboats and two safety boats including a RIB which we were able to use. There were also two Instructors/mentors, one Safety Boat Driver and one administration person.

What impact is it having on participation at your club?

According to the last SheSails Female Club Membership Benchmark, Mooloolaba Yacht Club was listed at 27% which is a huge increase. From a base of only 2 or 3 women actively sailing a few years ago we now have over 20.

Level 2 skills development programs using club’s Elliott6 keelboats for six months. That program is now run by volunteer coaches and mentors.

What have the results of the activities been?

We have had an increase in women sailing in club sailing events across the week, as well as increased participants in women’s regattas such as the Australian Women’s Keelboat Regatta, Townsville Yacht Club GaLS Regatta, Australian Women’s Match Racing Championship and the Newcastle Cruising Yacht Club’s SheSails Open Regatta.

Did you have any challenges along the way?

One of the biggest challenges faced was the mixed abilities of the women who wanted to sail, from those who wanted to learn to sail up to those who were already sailing. To overcome this, we were able to use of a number of experienced mentors from the club to assist in the training. We are still experiencing growing pains which will need to be addressed, such as limited funding and having enough instructors/coaches and volunteers to assist.

Commodore: Gary Schulz

Key contact: Suzanne Mabbott - [email protected]

What SheSails activities does your Club run?

We run a women’s skill development program along with a youth program on Elliott6 keelboats and a Women’s Helm Series on Keelboats.

How did you initiate the activities?

We won a Sport and Recreation grant for women’s participation two years ago which allowed us to pay two coaches to run Level 1 and

Case Study | Mooloolaba Yacht Club



We have a dedicated female Sailing Academy Manager and qualified keelboat instructors to help manage our fleet of six Force 24 training boats for entry level instructing and eight Elliot 6’s. We also have female boat owners / skippers who are willing to provide their yachts for all women twilight and regatta crews.


There is now a high level of female participation in normal club racing crews and offshore racing crews. Some of the highlights of the activities include:

• There are two women on the Board of NCYC• 37 women regularly sail in NCYC races• 25% of total crew in Sunday club racing are

women• 51% of total crew in Wednesday twilight

sessions are women


SheSails was initiated in 2009 by a group who began taking out all-female crews in our twilight series. Regatta crews are organised privately by female boat owners, or interested project leaders. Women’s Learn to Sail, SheSails regattas and National Sailing League Women’s representative crews are organised through the Sailing Academy.


When we had too many interested women to include and teach sailing in offshore twilight racing, we decided it was better to have a proper inshore ‘lean to sail’ program. A couple of women got Australian Sailing Keelboat Instructor qualifications and we persuaded the club to buy the fleet of six Force 24 training boats so there is now a logical development pathway for women. We have developed a Strategic Plan for Women’s Sailing at NCYC which ties in with the overall NCYC Strategic Plan.


Club website, flyers, posters, social media, local newspapers and TV and radio. Merchandising (SheSails shirts, bags and flags etc).

Commodore: Steve Rae

Key contacts: Jan Howard 0411864412 and Jacqui Bell (Sailing Academy NCYC) Ph 49408188

What SheSails activities does your club run?

We run a number of SheSails activities across the year. These include a learn to sail program in Force 24 keelboats, which is a casual program but can articulate into the Australian Sailing Keelboat Program. Each year we also host a SheSails Development Regatta, which is a half-day training session with mentor/instructor on board each boat followed by a whole day fun focussed regatta the following weekend with mentor/instructor on board each boat. This is followed by our SheSails Open Regatta, which is a whole day racing Elliot 6’s without a mentor/instructor on board.

Case Study | Newcastle Cruising Yacht Club


and Facebook page. We then ask our members and other sailing groups to share this to get it out to the greater public. Athena Sailing also has a website which promotes our events and activities.


Managing the program constitutes a casual part time job to ensure the maintenance of the boats, provide the training and administration for the program. Many of our more experienced women also volunteer their time to help training new sailors.


We are proud to now have more women than ever out racing in our SB20 series. The women improve from week to week in the competitive fleet, and this has encouraged other members to join in on the clubs training programs.


The Athena Program was established in 2016 through the generosity of Greame Woods and Anna Cerneaz, and recently became affiliated with the Derwent Sailing Squadron. This move allowed the program to begin delivering the Australian Sailing Keelboat training.


The Australian Sailing Start Crewing Courses for women have proved popular, with many of these participants now active members of twilight sailing teams. Our more experienced female SB20 participants have gone from strength to strength including winning the 2017 National SB20 Women’s Champion Trophy and 2018 SB20 Women’s World Champion Trophy.


Our biggest hurdle has been making the program financially sustainable. There are many ongoing costs involved with maintaining and running the four boats. The program is aiming to find some additional sponsorship to assist with this for next season.


The program and training courses are promoted through the Derwent Sailing Squadron’s website

Commodore: Steve Chau

Key female participation contact: Jo Breen – [email protected]


Athena Women’s Sailing Program is run through the Derwent Sailing Squadron. The program owns four SB20’s which are used for both training and racing. Australian Sailing Start Crewing Courses for women are run regularly to introduce new people to the sport. Our more experienced members form teams to compete in the SB20 racing, and in 2018 we had all for SB20s compete in the SB20 World Championships held in the Derwent River. This program has greatly increased the level of female participation in the SB20 class, and has also helped our female sailors to network with each other giving them further sailing opportunities, particularly in Keelboats.

Case Study | Derwent Sailing Squadron



Social media, word of mouth and targeted letterbox drops have been the most effective way to communicate club programs to the broader public. Member-only programs are promoted within the club and via regular email newsletters.


The SheSails program is delivered by a number of volunteers. Key roles include lead coordinator, experienced sailing skippers/sailing instructors, rescue boat crew and beach crew. This program also requires investment in club owned boats and sailing gear, along with general good maintenance of club equipment (e.g. rescue boats, radios, buoys and clubhouse facilities).


Mount Martha Yacht Club is nearing our membership capacity thanks to a range of new initiatives at the club. The SheSails program has brought new women and girls who have young families and friends to the club. These families go on to participate in Tackers, twilight sailing, club racing and social events leading to a busier and more vibrant sailing club.


The initial program was highly successful, with over 100 women local to the club taking part in ‘Come Try’ activities. Nearly 80% of participants were non-members, highlighting the program’s potential to significantly grow female engagement and membership at the club. This year 80 women participated in ‘Come Try’ and SUP activities and a growing group of over 10 women regularly join a Sunday morning social sail.


‘What next’ is an ever-present challenge to retain the interest of new sailors. A key component of each sailing activity is having useful follow-up information with options to continue to participate. The volunteer time to continue to deliver follow-up activities is built into any new initiative Mount Martha delivers rather than delivering on one-off events.

Commodore: Ian Gould

Key contact: Roellen Gillmore – [email protected]


The club hosts a range of activities, including female only ‘Come Try’ sailing days and Stand Up Paddle sessions open to the public and a Sunday Ladies Social Sailing session and twilight sailing using club boats for female members. The club is committed to providing a range of sailing opportunities beyond racing to suit different skill and commitment levels, supporting new sailors with safe crewed boats, quality sailing gear and a welcoming community.


The club’s SheSails Club Representative initiated the Women on Water program in 2017. Using the toolkit provided by the Women and Girls in Sailing network, the club identified key opportunities to increase female participation and built a strategy that focused on reducing barriers such as access to boats, high cost of quality sailing gear and fostering a supportive environment where women feel confident to learn and challenge themselves.

Case Study | Mount Martha Yacht Club, Victoria



We went directly to club members via email, our club social media channels, we set up a squad mailing lists and we relied on word of mouth.


The main requirements were admin staff to promote and advertise the programs and a coaching team to run the sessions.


They have had a great impact with many more females participating in keelboat events. It has raised awareness of the fact that sailing is a great sport for females of all ages.

departments to run them. This varied from dinghies right up to keelboats.


The results for the club have been fantastic and we have been well supported in raising the profile of women in the sport of sailing. We see many of these women coming through the programs going on to crew and sail with other club members.


No more challenges than any other event or program

Commodore: Gary McNally

Key contact: Grant Alderson – Coaching Development Officer – [email protected]


We have a Women’s Keelboat Squad, which includes weekly sailing during summer, Women’s Twilight Sailing, a 1-day event for over 18s, a 2-day event for under 18s, Thursday morning Women’s Keelboat sailing and a women’s only AS Spinnaker course


We started by advertising through the club’s media channels to promote the programs and to engage the coaching and administration

Case Study | Royal Fresh Water Bay Yacht Club



Via facebook, club emails and word of mouth.


The most important resource was a group of like-minded people.


Overall it has led to a positive impact on female participation at our club, as well as making our club a more inclusive one for all potential participants and members.


The inaugural Women’s Helm Race attracted 24 entries in 3 divisions with 15 being helmed by women. The race has now led to an increase in the number of women sailing at the club.


The greatest challenge was getting agreement to

run a race to be helmed by women that was not a ‘novelty’ or one-off race. To ensure ongoing success we added the race to our club calendar well in advance.

Commodore: Louise Edwards

Contact: Louise Edwards – [email protected]


We host a number of activities, including a women’s helm race; women sailors’ network; women helm training program and an upcoming SheSails keelboat course.


There was a request put to the Race Committee to run a Women’s Helm Race as part of an existing series. The growth since that time has been a result of ensuring we make that race a success.

Case Study | Goolwa Regatta Yacht Club

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