Style Guide Lo Res

Surf Life Saving Style Guide

ContentsContents ....................................................................................................................................... 1Introduction ................................................................................................................................. 3Brand blueprint ............................................................................................................................ 5Our Story ...................................................................................................................................... 7Our brand drivers ......................................................................................................................... 8Our Personality ............................................................................................................................ 10Our Voice ...................................................................................................................................... 11Imagery ........................................................................................................................................ 12Our logo ....................................................................................................................................... 13Our sub-brands ............................................................................................................................ 14Fonts............................................................................................................................................. 15Colours ......................................................................................................................................... 17Bringing it all together ................................................................................................................. 18Intellectual Property .................................................................................................................... 35Our brand Guardians ................................................................................................................... 37

1

Welcome to the Surf Life Saving brand guidelines. Welcome to a brand like no other. These guidelines are designed to provide a brief understanding of who Surf Life Saving is, what it means to be a part of the movement or associated with the brand and importantly how the brand is represented to the public.

Introduction

3

Who we are

The Surf Life Saving movement is a part of the history, the fabric and the future of this country. It epitomises the lifestyle, values and beliefs of the Australian culture. It protects life, it saves life. It promotes life.

What we do

Surf Life Saving creates a safe environment on and off our beaches, through patrols, training programs and education.

Surf Life Saving is an active part of Australian local communities. It is in its own right an Australian community, offering a place to belong, a place to grow and be safe. It provides mateship, education, experience. In so doing Surf Life Saving gives back to the community.

Surf Life Saving is the largest volunteer movement of its kind in the world.

Who we deliver to

Core: All Australians

Internal: Members, Partners and Government

Brand blueprint

5

Our purpose

To activate our collective can do.

Brand vision

To inspire all Australians to be healthy, to be active; to live the great Australian way of life. To emotionally engage the hearts and minds of all Australians to motivate them to be a part of us.

Positioning statement

For every Australian, young and old, Surf Life Saving embodies and inspires a truly positive and uniquely Australian attitude, because every member, every club, the entire movement embraces and promotes a can do attitude to life.

6

We are a can do movement.

Optimistic at every turn.

Eternally vigilant.

Forever serving Australia.

For we believe in life.

In the sanctity of life.

And in our great Australian way of life.

We support it. We protect it. We celebrate it.

We are Surf Life Saving.

We are Australian for life.

Our story

7

These are our key drivers behind our brand. These are the actions we want our audience to take as a result of all our Surf Life Saving communications.

Give

We want all Australians to start understanding that Surf Life Saving is a cause and that they can play a role in saving a life. We want all Australians to be inspired to become Australian for life by giving regularly to Surf Life Saving.

Get involved

We want to engage the hearts and minds of all Australians so they are inspired to be a part of us and act on this. We want to demonstrate the many ways Australians can be involved with us by showing that they have a role to play. We want to arm our customers with the knowledge to become Australian for life, so they become advocates for the brand and attract new people to us.

Be safe

We want every Australian to be safe and have an enjoyable beach experience. We want to motivate all Australians to be Australian for life by being safe and always swimming in between the red & yellow flags.

Our brand drive†

8

Values

Honest. Driven. Positive. Inclusive.

Beliefs

Surf Life Saving exists to inspire and motivate the nation. We fight for life, for positivity, for everyone. We fight against negativity, apathy and a can’t do attitude. We’ll always be there. We’ll always find a way. We’ll never give up.

Personality

Australian. Authentic. Positive. Bold. Active. Welcoming.

Tone

Bold. Confident and proud, never arrogant.

Iconic. Recognised, never shy.

Gritty. Active and involved, never clean and polished.

Real. Honest and truthful, never staged or clichéd.

Culturally Relevant. Inclusive.

Our personality

10

It’s important we consistently speak with one voice. The way we communicate, how we say it, is just as important as what we say.

Inspired to be Australian for life.

Our communications should always seek to inspire people.

Challenge. We should challenge people.

Always positive.

Motivated to act (Give. Get Involved. Be Safe).

Rather than a call to action we need a call to arms. Motivation to want to act.

Considerations

Imagery delivers the emotion of Surf Life Saving. The headlines and copy need to support it. They should be kept as short as possible. Avoid over telling the story.

Our voice

11

Surf Life Saving is a rich emotional brand. It reflects and celebrates the beach culture of Australia. The true Australia. Not a false, perfected postcard view, but the real and honest Australia.

The imagery we use in our communications is vital in portraying this emotion. The imagery sets the tone for who we are, how people feel and how they will respond to us. The imagery we shoot and choose must reflect the core of Surf Life Saving, the core of Australia.

It should promote the Australian way of life on and off the beach. It is broadly about what it means to be Australian for life. It is not necessary to literally show surf lifesavers.

Style

Editorial. A real moment captured in still life.

Gritty. Unpolished. Believable, not staged.Nothing stylised or romanticised.

Real. So real that you can feel the sand, taste the salt. You should believe it.

Emotional. That is, leaves a feeling of inspiration and motivation to act.

Considerations

Photography is the priority, wherever possible it should be the hero amongst all SLS communications moving forward.

Full bleed is preferred.

Avoid deep-etching or cropping, unless truly necessary and then only with proper retouching. It must be real, genuine, gritty, not staged.

Examples of such imagery are presented on this spread.

Imagery

12

Our logo is a true embodiment of the spirit of Surf Life Saving, centred around the Surf Lifesaver; the heart of our movement.

Bold colours.

Iconic Surf Lifesaver.

Represents life itself.

Reflects Australian beach and water life.

Symbolises safety and protection.

Everything emanates from it.

Consumers see one brand. The more we dilute that with individual separate inconsistent brand applications, the more we are robbing ourselves of future value created for the organisation. The more consistent we are the more opportunities we create for the future value of the organisation.

Considerations

Used on every piece of communication.

Always used as a lock up logo. Surf Life Saving should never appear without the positioning line of Australian for life next to it.

Almost always bottom right (except website – top left).

(see ‘Bringing it all together’ for detailed use)

Our logo

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Checklist for deciding sub-brands

• Does the master brand, Surf Life Saving, enhance the value of the proposed sub-brand?

• Is the proposed name able to stand by itself recognised with little investment?

• Does it serve a distinct consumer segment with distinct needs?

• Will it increase net revenue for the Surf Life Saving business?

• Will it create confusion with the Australian public?

If answered ‘no’ to any of the above, this should not be a sub-brand, it is a business so no specific logo/mark is required.

Please contact our brand guardians when you are considering developing a new sub-brand and subsequent logo.

Our sub-brands

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Surf Zinc

Headline font.

Used on every piece of communication.

Unique to Surf Life Saving.

Handmade in Australia for you.

Reminiscent of zinc cream and chalk.

Paying homage to our outdoors.

Personal.

Human.

Welcoming.

Draws you in, invites participation.

Considerations

Specifically for headline use, i.e. not to be used for body copy or sub-headings. To be used in sentence case i.e. not all caps.

Fonts

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?@&."'+,-.:;<>=\/Surf Zinc

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Calibri

Copy font.

Easy to use and access for all staff.

Rounded edges.

Friendly.

Strong not whimsical.

Compliments the headline copy in style.

Suitable for online use.

Considerations

Used for all body copy in all mediums including online.

Should be bolded and enlarged for sub-headings.

Used un-bolded for supporting copy.

Colour of the body copy can be any of the Surf Life Saving colours (blue, red and yellow), or black and reversed.

It is recommended that yellow or red copy not be used on a white colour background.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$�&

Calibri Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890!@#$%&

Calibri Bold

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Primary: Red. Blue. Yellow.

Vibrant.

Born of the Surf Life Saving logo.

The colours of life.

The colours of our great outdoors.

Work in harmony when used lightly.

Considerations

White reverse type works well with any colour.

Colours

pantone 485 c

process c0 m91 y100 k0

monitor r237 g28 b46

pantone 286


monitor g96 b169

pantone 109



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Bringing it all together

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Logo

Considerations

The regular version of our logo is recommended to be used across all mediums. For small space layouts however the alternate logo is preferred (see page 22 for alternate logo).

Our logo can appear in Surf Life Saving blue, Surf Life Saving red, Surf Life Saving yellow, reversed and as a full mono logo . The recommended colour version is Surf Life Saving blue.

Wherever possible, the full colour logo should be used.

The full colour logo may be used on white and coloured backgrounds. If using a coloured background there must be enough contrast between the background and the logo to maximise legibility and clarity.

The logo may also be used on a photographic background of adequate contrast.

The full mono logo is recommended to be used only on mono applications (such as newspaper) or merchandise.

Our regular Australian for life logo

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The Surf Life Saving roundel and ‘Australian for life’ should always appear together as a lock-up as presented.

The logo has been designed to reproduce at a minimum width of 60mm. there is no maximum reproduction size.

Minimum space

Minimum space around each logo is ½x, (with x being the width of the ‘e’ in ‘Australian for life’).

If it is necessary to include a state logo on a layout it is recommended to be placed on the top right of the layout. Please refer to reference material for examples of execution.

As a key representative of the brand, it is important that the appearance of our logo remains consistent. the logo should not be misinterpreted, modified or added to in any way. It must never be re-drawn or adjusted.

Y is equal to the center circle of the roundel.

Our regular logo spacing

Minimum size

9mm

60mm

½x½x

Y

½x

x

20

Our logo position

Considerations

The logo acts as the finishing statement or mark across all communication. This is why, where possible, our logo should always be positioned in the bottom right hand position of the page.

It should be placed no closer than 10mm from the trimmed edge.

pantone 286

process c100 m60 k6

pantone 109

process m15 y94


21

Alternate logo - for small space layouts only

Considerations

In small space executions only, such as business cards, the alternate logo is recommended to be used to increase the legibility and presence of the Surf Life Saving roundel.

This version of the logo can also appear in all logo colour variations. The recommended colour version is Surf Life Saving blue.

Stacked logo - for small space layouts only

The stacked logo is not the preferred logo for use. Please contact the brand guardians for guidance on use.

Y is equal to the length from the top of the cap to the bottom of the neck in the roundel

Our alternate logo - larger roundel

Minimum size

9mm

50mm

½x½x

½x

Y

x

22

Our stacked logo

Print

Portrait ad/poster layouts

Considerations

Headline font is Surf Zinc. In all A3 layouts, portrait or landscape, image or no image, recommended size is 40pt on 41.5pt leading. For copy heavy ads recommended size is 200pt on 201.5pt leading.

Subhead is Calibri Bold font and recommended size is 15pt on 16.5pt leading.

Body copy is Calibri Regular font and recommended size is 15pt on 16.5pt leading.

The call to action (website) is also Calibri Bold 15pt.

In A4 layouts, headline font is Surf Zinc, recommended size is 30pt on 31.5pt leading. For copy heavy layouts, recommended size is 137pt on 138.5pt leading.

Subhead font is Calibri Bold and is 10pt on 11.5 pt leading.

Body copy font is Calibri Regular 10pt on 11.5pt leading.

The call to action (website) is Calibri Bold at 10pt.

In the absence of an event mark, the state logo can appear in its position. In the absence of a state logo, the major partner would appear in top right position.

Recommended sizes are a guide only.Flexibility in headline and subheading sizes is required, as length of copy will vary.

The positioning of headline, subhead and copy in the layout is a guide too. The exact position should be decided in consideration of the image.

Headline goes here

Subhead goes here

Body copy goes here

Our logo goes here

Event mark/state logo goes herePartner logos go here

Website goes here

Partner logo Event logoSponsor logo

Portrait ad/poster layout, image, one supporting partner

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Headline.Subhead.Upta pora dere expe oditatem dolesti berorerciis as volorem.

sls.com.au

Headline goes here

Subhead goes here

Body copy goes here

Our logo goes here

Event mark/state logo goes here

Partner logo goes here

Website goes here

Partner logo Event logo

Supporting partner logos go here

Portrait ad/poster layout, image, multiple supporting partners

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Call to action for all communications

sls.com.au should appear across almost all forms of communication. It usually sits underneath body copy and is in Calibri Bold font.


sls.com.au

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sls.com.au

Lorem Ipsum.

Headline goes here

Subhead goes here

Body copy goes here

Our logo goes here

Website goes here


Event mark/state logo goes herePartner logos go here

Portrait ad/poster layout, no image

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Landscape layouts

Considerations

Headline font is Surf Zinc. In A3 layouts recommended size is 40pt on 41.5pt leading. For copy heavy ads recommended size is 200pt on 201.5pt leading.



In A4 layouts, headline font is Surf Zinc, recommended size is 30pt on 31.5pt leading. For copy heavy layouts, recommended size is 137pt on 138.5pt leading. Subhead is Calibri Bold font and recommended size is 10pt on 11.5 pt leading. Body copy is Calibri Regular font and recommended size is 10pt on 11.5pt leading.

The call to action (website) is also in Calibri Bold at 10pt.

In the absence of an event mark, the state logo can appear in its position. In the absence of a state logo, the major partner would appear in top right position.


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Headline goes here Subhead goes here

Body copy goes here

Our logo goes here

Website goes here


sls.com.au


Event mark/state logo goes here

Partner logos go here

Landscape ad/poster layout, image, few supporting partners

018

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comnistis eate dolo est qui que soles alis doloratem volorion re id qui aut odis dolore cum volesciendi beaquibus.

Et aute prerum landitates doloreriti cus, es am, sum expel int et alis simet optatiae eatinve reicabo recatus doluptur? Fugitatur sin num hilis ex et as qui andus

Eliquia nobis as quiat facidempos re, cum nus.Il iustias amus et lit voluptatur aut vent veni volupta dolentincid que

Lorem Ipsum.

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Welcome to Issue 18.Lupta seque sint ut ellicim iniscipsa et doluptae sint labo. Olorehe nihitas itioressi commod quis doloreris into dignam consequam, odit, omnis alit, nimoluptio eria quam consequia quam hicienis in. doloreris into dignam consequam, odit, omnis alit, nimoluptio eria quam consequia quam hicienis in.

doloreris into dignam consequam, odit, omnis alit, nimoluptio eria doloreris into dignam consequam, odit, omnis alit, nimoluptio eria

01 Lorem Ipsum

05 Lorem Ipsum

10 Lorem Ipsum

15 Lorem Ipsum

20 Lorem Ipsum

Lorem ipsum.

Portrait/brochure/newsletter etc

Considerations

Headline font is Surf Zinc. In these layouts recommended size is 26 pt on 18pt leading.




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Our logo goes here

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Online

eDM

Considerations

Headlines should appear in Calibri font, as they are situated below our logo. Subheads and the Surf Life Saving website are Calibri Bold and remaining body copy is Calibri Regular.

In online executions, our logo can appear at the top left side of the page as pictured.

Headline goes here eDM content goes here Our logo goes here

Website goes here Image goes here

Email signature

Considerations

All copy should be in Calibri font. Name should be Calibri Bold at 11 pt and the remaining details in Calibri Regular at 8pt on 9.5pt leading.

The Australian for life logo should sit underneath name and address details as pictured.

Name | TitleSurf Life Saving Australia 1 Notts Avenue, Bondi Beach NSW 2026 Australiat +61 29300 4000 f +61 29130 [email protected] www.sls.com.au

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Our logo goes hereName and details go here

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Corporate stationary and templates

Powerpoint

The headlines of presentation titles, dividers and contents slides are recommended to be Surf Zinc font at 90pt.

For copy heavy pages, Calibri font is recommended for headlines and copy. 40pt on 41.5pt for title/headlines and 18pt on 19.5 leading for body copy.

The Australian for life logo should appear at the bottom right of the page.

In the case where your powerpoint presentation will be shown on a computer that does not have the Surf Zinc or Calibri font installed, save your presentation as a PDF document by selecting PDF as your printer option.

Presentation date

1. Title

2. Title

3. Title

4. Title

Headline

66%13%

17%

4%

Coastal drowningOcean drowningUndeterminedCoastal death

0

5

10

15

20

0-9

10-19

20-29

30-3940-49

50-59

60-69

70-79

80-8990-99

Unspecified

Powerpoint charts

recommended chart styles available in powerpoint are shown. It is recommended that Surf Life Saving blue is used where possible.

If more than three colours are needed please use shades of Surf Life Saving blue.

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Letterhead, with compliments slip, envelope

Primary colour is blue. On the white side of each piece, Surf life Saving appears in Calibri Bold at 7pt . The remaining address, phone, and website details follow in Calibri Regular at 7pt on 8.5pt leading.

Our logo sits at the bottom right of each document.

Surf Life Saving Australia t +61 00000 0000 f +61 00000 00001 Sample Place, Sampletown, NSW 0000 Australia w sls.com.au

Our logo goes hereName/Address details go here

Letterhead

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Our logo goes hereName/Address details go here

Name/Address details go here

Our logo goes here

With compliments slip/envelope

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Business cards

The name on the front of the business card is in Surf Zinc font and is not set at a standard size due to variations in name length. It is recommended however that the name appears within the space specified here.

The copy on the alternate side of the business card is in Calibri font. It is recommended that the name appears in Calibri Bold at 11pt.

The remaining copy should be 7pt. The title and ‘Surf Life Saving Australia’ should be Calibri Bold, the rest of the copy is Calibri Regular.

All copy should be placed as pictured.

Lorem IpsumTitle

Surf Life Saving Australia1 Sample Street, SampletownNSW 0000 Australiat +00 00000 0000f +00 00000 0000e [email protected] w www.sls.com.au

Recommended space for name to appear

Business card front

Business card back

If a state logo is required it should appear here

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Guidelines for use of Surf Life Saving Intellectual Property

The value of Surf Life Saving (SLS) intellectual property (IP) including the Surf Life Saving logo, Australian for Life logo, brand names, images (including any images of red and yellow flags) and trademarks is widely recognised and protected under Surf Life Saving Australia’s (SLSA) IP Policy, available for viewing at www.sls.com.au. Below are some guidelines regarding the use of SLS IP including the use of the SLS IP in relation to sponsors.

General principles

(a) No Intellectual Property shall be used to sell, promote, endorse or approve any product, service or person without prior written authorisation from SLSA.

(b) The Intellectual Property must be portrayed in a positive light.

(c) Surf lifesaving must be depicted accurately and fairly at all times.

(d) The Intellectual Property must not be varied or amended in any manner without the prior written consent of SLSA.

(e) The right to use the Intellectual Property must not be granted to any sponsor or third party otherwise than in accordance with the SLS IP policy.

N.B. SLSA recognises that difficulties may arise with conflicting sponsors across local, state and national boundaries but these difficulties should be minimised and managed through open consultation between all relevant parties.

Surf Life Saving Australia

(a) SLSA holds the Intellectual Property, and is responsible for managing and controlling the use of the Intellectual Property, on behalf of the surf lifesaving movement as a whole. As the owner of the Intellectual Property, SLSA has the exclusive legal right to use, license and/or sell the Intellectual Property.

(b) SLSA has sought to adopt a consistent approach in respect of this use with national sponsors and in respect of issues which may arise from time to time.

(c) Where SLSA wishes to use or exploit the IP nationally (across State boundaries) it will consult with each State Centre in respect of that proposed use to ensure there is no conflict with existing State sponsors or suppliers.

State Centres

(a) Each State Centre has a royalty free perpetual licence to promote the SLS IP within its respective State including using the IP on its web site, even though the reach of this web site may transcend state and national borders.

(b) Where a State Centre wishes to use or exploit the SLS IP outside its State it must submit the proposed use to the CEO of SLSA for consideration and approval.

Branches and Surf Clubs

(a) Branches and Surf Clubs must not commercially promote any SLS IP without first consulting their State Centre and obtaining its approval. Any promotion by a Branch or Surf Club can only be within the boundaries set by its State Centre. If a Branch or Surf Club seeks to promote SLS IP within its authorised area it must submit an application to its State Centre.

(b) State Centres shall have the right to approve, reject or conditionally approve any application by a Branch or Surf Club to commercially promote SLS IP.

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Intellectual Property

363836

Stephanie Marsh Brand and Campaign Manager02 9300 4000 [email protected]

Kate Smith National Marketing Manager 02 9300 4000 [email protected]

Our brand guardians

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Surf Life Saving Australia t +61 29300 4000 f +61 29130 8312 1 Notts Avenue, Bondi Beach, NSW 2026 Australia w sls.com.au

Style Guide Lo Res

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