National Immunisation Programme Brand Guidelines
National Immunisation Programme Brand Guidelines National Immunisation Programme Brand Guidelines Welcome
These brand guidelines are designed to help you work with the Immunise brand in a consistent way across all types of communications and marketing material. It is essential to follow these guidelines as they protect the integrity and equity of the brand, as well as ensuring brand and message recognition by our audiences.
If there are any applications of the identity or the brand’s graphic elements that you require assistance with and which are not included in these guidelines, or if you have any questions regarding the application or use of the brand and its elements, please contact the Health Promotion Agency, phone 04 917 0060 or email:
Daemon Coyle Senior Account Lead Health Promotion Agency [email protected]
Last updated July 2014 National Immunisation Programme Brand Guidelines Contents
Our logo 1.0 Introducing our logo 1.1 Logo versions – positive 1.2 Logo versions – inversed 1.3 Logo variations by audience 1.4 Clear space and minimum sizes 1.5 Incorrect usage 1.6
Colour 2.0 The colour system 2.1 The colour system – allocation 2.2
Typography 3.0 Font family – primary 3.1 Type styles 3.2 Font family – secondary 3.3
Supporting graphics 4.0 Circular motifs 4.1 Divider / container graphics 4.2
Imagery 5.0 Poster 5.1 A5 brochure 5.2
Examples 6.0 Schedule wall chart 6.1 Poster 6.2 A5 pamphlet front cover 6.3 A5 pamphlet back cover 6.4 DL leaflet front cover 6.5 DL leaflet back cover 6.6 Text pages 6.7 Misc. publications 6.8
Contact details 7.0 National Immunisation Programme Brand Guidelines
Our logo 1.0 National Immunisation Programme Brand Guidelines Introducing our logo 1.1
The National Immunisation Programme logo is the central brand asset to appear in all communications associated with the programme.
The encircling container device surrounding the programme name ‘immunise’ supports the central idea of protection. The logo’s dynamic quality complements the call to action inherent in the word immunise and depicts the idea of actively enhanced immunity.
The logo must always appear with one of the three straplines and the ratio between these elements is to always remain consistent. National Immunisation Programme Brand Guidelines Logo versions – positive 1.2
Where possible the logo should be reproduced in full colour which includes a radial gradient. In cases where full colour reproduction is not possible a black and white alternative can be used.
Full colour
Single colour
If you need to use the full colour gradient version of the logo, please use the full colour logo rather than aiming to make the gradient within the black version. National Immunisation Programme Brand Guidelines Logo versions – inversed 1.3
The National Immunisation Programme logo can be represented as below. The inversed logo should be reproduced in yellow wherever possible. In cases where colour is limited or consistency with other graphics is required then the logo can be reproduced in white. National Immunisation Programme Brand Guidelines Logo variations by audience 1.4
Three strapline variants enable the brand to connect with its three primary audiences. The default usage is ‘our best protection’. If we are talking specifically to parents or caregivers then ‘their best protection’ is to be used. ‘Your best protection’ is for when we are talking to individuals.
All New Zealanders
Adults
Parents and caregivers National Immunisation Programme Brand Guidelines Clear space and minimum sizes 1.5
x
x
x x
x
The example above shows the isolation zones when positioning the logo.
The ‘X’ height changes proportionally according to the size of the logo but it is always determined by the height of the word ‘immunise’.
20mm / 57px
Minimum size is determined by the width of the containing shape. National Immunisation Programme Brand Guidelines Incorrect usage 1.6
DON’T DELAY
Do not use a different colour. Do not lock-up the logo with new typographic elements.
Do not place the positive or negative logo over a background colour or tone that makes the logo difficult to distinguish.
Do not rotate the logo. Do not distort the logo.
Do not place the positive or negative logo over a background image that makes the logo difficult to distinguish, or over the heads of any people in photography. National Immunisation Programme Brand Guidelines
Colour 2.0 National Immunisation Programme Brand Guidelines The colour system 2.1
Primary programme colour
Bright yellow is the primary brand colour to feature prominently in all communications.
SPOT: PANTONE 3955 Bright yellow PROCESS: C4 M0 Y100 K0 RGB: R239 G223 B0 HTML: EFDF00
National Immunisation Schedule colours A palette of colours reflect key ages and stages in the National Immunisation Schedule.
YOUNG CHILDREN ADULTS ADULTS
6 3 5 15 4 11 12 16 -18 45 65 we e ks MONTHS MONTHS MONTHS years years years YEARS YEARS YEARS 7 5 f 0 d 23 2 a 89 e c 3 e 3 3 ec 200 d 8 K0 b 2630 a a c 8 4 6 2 00 K0 09 f 03 0 0 0 063 1 E31C79 y 4 5
f d
0 0 0
0
9 : y
:
: : a : : : : :
: 0 G61 B165 ml 0 G195 B137 R tml tml 0 G163 B224 PANTONE 151 tml 255 G130 B0 80 G158 B47 210 G38 B48
tml tml t tml PANTONE 213
tml : R
R0 G174 B199 PANTONE 362 PANTONE 293 PANTONE 583 PANTONE 265 : HTML PANTONE 299
R
h R : R R
h 144 G99 B205 h PANTONE 3125
R227 G28 B121 PANTONE 1795 :
h
h : H h : : : : C86 M8 Y0 K0 h
: R164 G179 B35
PANTONE 3395 PANTONE 3395 : : :
:
: C0 M92 Y18 K0 HTML : : C84 M0 Y18 K0 R C0 M96 Y93 K2 : :
C52 M66 Y0 K0 :
C66 M0
:
: gb : C78 M0 Y100 K2 : : C100 M69 Y0 K4 :
C0 M60
C26 M1 Y100 K20 gb
: r POT
: gb gb gb gb : : POT POT r RGB S r r r r SPOT gb RGB POT S SPOT S SPOT RGB SPOT SPOT r SPOT S PROCESS PROCESS PROCESS PROCESS PROCESS PROCESS PROCESS PROCESS PROCESS PROCESS
Secondary colours
A limited palette of darker secondary colours and gradients are designed to work in contrast with the primary yellow colour. 2 3 8 6 0 1 1 3 5 6 f c d c a 3 8 d e 115E67 1E1A34
623412
7 651 59621D 8
: 07272D
:
: 403 890 : : : :
: : : R7 G39 B45
R98 G52 B18 : HTML
R30 G26 B52 HTML R137 G12 B88 R89 G98 B29 R64 G58 B96 HTML PANTONE 725 PANTONE 732 PANTONE 378
PANTONE 228 PANTONE 582 HTML R17 G94 B103 HTML R125 G63 B22 :
HTML R101 G29 B50
HTML
:
PANTONE 7421 PANTONE 7421 : : : HTML : HTML HTML : : R142 G140 B19 : : :
: PANTONE 5255 : PANTONE 5473 PANTONE 5265 PANTONE 5463
:
: : : : : C86 M83 Y9 K45 RGB C47 M11 Y99 K64
C86 M20 Y32 K51
C9 M75 Y100 K55 C25 M9 Y100 K39 :
RGB
:
C16 M100 Y14 K42 C97 M100 Y15 K72 C16 M69 Y100 K71 RGB : RGB C18 M100 Y45 K67 RGB
RGB :
: RGB RGB
RGB : : : C100 M45 Y38 K90 :
RGB SPOT SPOT SPOT SPOT SPOT : SPOT SPOT SPOT SPOT SPOT PROCESS PROCESS PROCESS PROCESS PROCESS PROCESS PROCESS PROCESS PROCESS PROCESS National Immunisation Programme Brand Guidelines The colour system – allocation 2.2
Allocation of secondary colours
In order to ensure consistent use of colour throughout the programme, secondary colours have been assigned to key audience groups. Please use these colours when developing designs for these specific groups.
6 3 5 15 4 we e ks MONTHS MONTHS MONTHS years
11 12 years years
16 -18 YEARS
45 65 YEARS YEARS
non-age group specific resources National Immunisation Programme Brand Guidelines
Typography 3.0 National Immunisation Programme Brand Guidelines Font family – primary 3.1
The Omnes font family provides all the typography for the programme communications from body copy to large headlines.
Omnes Light Omnes Light Italic abcdefghijklmnopqrstuvwxyz 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789
Omnes Regular Omnes Regular Italic abcdefghijklmnopqrstuvwxyz 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789
Omnes Medium Omnes Medium Italic abcdefghijklmnopqrstuvwxyz 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789
Omnes Semibold Omnes Semibold Italic abcdefghijklmnopqrstuvwxyz 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789
Omnes Bold Omnes Bold Italic abcdefghijklmnopqrstuvwxyz 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789 National Immunisation Programme Brand Guidelines Type styles 3.2
Some key type styles are shown below to demonstrate font usage. Note that high contrast colour combinations are essential for optimal readability, i.e. do not position white or yellow copy over a mid to light background or dark coloured type over a mid to dark background.
This is a large display heading using Omnes semibold
This is a H1 heading using Omnes regular
This is large intro paragraph copy using Omnes light in a secondary colour this is large intro paragraph copy using Omnes light in a secondary colour this is large intro paragraph copy using Omnes light in a secondary colour this is large intro paragraph copy using Omnes light in a secondary colour.
This is a H2 heading using Omnes medium
This is a H3 heading using Omnes medium
This is a h4 heading using Omnes Medium
“This is a pull quote using Omnes medium italic this is a pull quote using Omnes medium italic this is a pull quote using Omnes medium italic this is a pull quote using Omnes medium italic.” Quoter in Omnes Medium
Body copy This is body copy using Omnes light this is body copy using Omnes light this is body copy using Omnes light this is body copy using Omnes light this is body copy using Omnes light this is body copy using Omnes light this is body copy using Omnes light this is body copy using Omnes light this is body copy using Omnes light this is body copy using Omnes light this is body copy using Omnes light. Minimum text sizes for all weights when used as body copy : on white 10pt on yellow 10pt National Immunisation Programme Brand Guidelines Font family – secondary 3.3
Where Omnes is not available, please use Helvetica as the typeface for all headline and body copy.
Helvetica Light Helvetica Light Italic abcdefghijklmnopqrstuvwxyz 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789
Helvetica Regular Helvetica Regular Italic abcdefghijklmnopqrstuvwxyz 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789
Helvetica Medium Helvetica Medium Italic abcdefghijklmnopqrstuvwxyz 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789
Helvetica Bold Helvetica Bold Italic abcdefghijklmnopqrstuvwxyz 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789
Helvetica Heavy Helvetica Heavy Italic abcdefghijklmnopqrstuvwxyz 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789 National Immunisation Programme Brand Guidelines
Supporting graphics 4.0 National Immunisation Programme Brand Guidelines Circular motifs 4.1
Three circular motifs have been specifically designed to work in conjunction with programme imagery to reinforce the concept of ‘protection’. The generic device is to be used as a primary element in most cases and the culturally specific devices are to be used when communicating exclusively with Māori or Pacific people. Where appropriate, these devices can also be used together in the same layout to add interest and textural effect to backgrounds. The devices are designed to function mainly as supporting elements so it is acceptable for some of the detailing to be obscured by foreground imagery (see examples).
Generic device To be used as a primary design element in most cases, except when talking specifically to Māori or Pacific people.
Māori device To be used as a primary design element when talking specifically to Māori.
Pacific device To be used as a primary design element when talking specifically to Pacific people. National Immunisation Programme Brand Guidelines Generic circular motif 4.1
Generic device
Like all the circular motifs in this series the generic device consists of an outer circle and inner core to visually represent the idea of protection which comes to life when combined with foreground imagery. This design incorporates brush strokes and dots to depict an active shimmering protective shield. National Immunisation Programme Brand Guidelines Māori circular motif 4.1
Māori device
Interlocking and enveloping koru designs symbolise the themes of protection and continuance.
The inner core features a type of koru configuration in which the koru forms interweave in on themselves and diminish in size. While this structure is common in a number of differing kōwhaiwhai patterns such as koiri, mangopare, and ngutukaka, the connecting idea between these different patterns is the notion of whakapapa and continuance. In protecting our tamariki and whānau, the immunisation programme is also about continuance. Thus, this type of koru configuration was seen as appropriate. Furthermore, the enveloping koru forms also denote protection as they wrap around each smaller koru. The outer design element is comprised of alternating koru which interlock with one-another. This simple design element, while also denoting whakapapa, expresses the idea of protection by being wrapped around the larger inner koru design. National Immunisation Programme Brand Guidelines Pacific circular motif 4.1
Pacific device
The traditional sun and flower motifs of the pacific form the basis of this design, configured in this circular arrangement to express themes of protectiveness, radiance, wellbeing and life.
We used the flower motif which is widely recognisable across the pacific nations, and cut it in half to create a shield around the circle motif which represents life. When used in a pattern the flower motif is created, another way of representing flourishing communities.
The triangle is a very common decorative motif that can be found across most of the Pacific and can be used in many ways to represent different things depending on the situation, village or nation. It is easily recognisable as Pacific, and generic enough to be used without identifying it as being distinctly Tongan or Samoan etc. It is often used in a circle boarder and we chose to use it because it is so dynamic and looks like the sun, giving a sense of wellbeing and vibrancy. National Immunisation Programme Brand Guidelines Circular motifs – usage 4.1
As background for clear cut imagery
Full tonal strength behind image, plus lighter tone motifs in background
Do not distort or reconfigure Foreground imagery any of the motif can obscure areas of designs. the motif as long as Never extract roughly 50% or more of individual the outer ring elements from remains visible. any of the motifs and use in isolation.
The motifs can be used in the background where space allows. They should be used for subtle effect and not distract from the central image. About 10% opacity is a good guide.
Single motif highlighting single clear cut image
Motif transparency of between 15% – 20%, depending on stregnth of colour, sitting in behind image National Immunisation Programme Brand Guidelines Circular motifs – usage 4.1
For containing images – on light backgrounds
When imagery has a background that you want to show, it may sit completely within the circle device.
Motif transparency setting should be 10 – 15% depending on intensity of secondary colour being used.
You can also use clear-cut imagery within the circle device by sitting the image on the base of the inner circle and protruding out of top and sides as shown.
On dark backgrounds The motifs can be used in the background where space allows. They should be used for subtle effect and not distract from the central image. About 10% opacity is a good guide. The device can sit behind a circular cropped image as long as the outer ring is fully visible. National Immunisation Programme Brand Guidelines Divider / container graphics 4.2
The colour palette relating to the immunisation schedule can be used in the form of a divider device to help contain or separate content. On posters and covers, for example, it provides a useful partition for the immunisation logo and stakeholder logos at the bottom of the layout. In publications it becomes a useful divider between sections.
The full schedule colour palette is divided into equal parts to create the horizontal rule. Please always keep the colours of this divider in the same order in every instance. This order is determined by the order of colours that represent the immunisation schedule.
Ideal length to height ration: 160:1 1
160
Aim to keep the colour band 1mm thick in instances up to 210 wide, then scale up from that size.
Circles Circles with thin outer rings can be used in various places 6 as containing devices like Weeks immunisation ages.
Circles for pull-out text Babies and For pull-out text please use children need immunisation the spefically developed circle to protect them graphic which reflects the motif from serious designs. The colour of this pull- diseases. out graphic should match the colour of your page headiings. National Immunisation Programme Brand Guidelines
Imagery 5.0 National Immunisation Programme Brand Guidelines Photography 5.1
Clear cut photography
Clear cut images work best with the circular motifs for showing individuals or small groups. These are intended to form the main hero shots for the programme. They should be simple, brightly lit, studio shots and colour graded with a warm effect to complement the yellow theming.
Location photography
Location shots complement the clear cut images by showing kiwis in real life settings. These images should wherever possible be contained within circles being careful not to crop heads – a particular consideration for Māori and Pacific peoples. In light of this, compositions should be tight and focused. The images should be bright and positive and portray kiwis as strong, happy and healthy to reinforce the idea of enhanced wellbeing via immunisation.
All images that are not clear cut must be placed into a circle shape as shown here.
See section 4.1 for use of photography with circle motifs. National Immunisation Programme Brand Guidelines Illustration 5.2
Illustration
In some cases it will be useful to include illustrations, when photography is not appropriate. Illustration can help to make certain subjects appear less threatening, such as visits to the doctor, needles or depicting symptoms relating to certain diseases. Iconography and infographics are also a useful way to bring statistical or diagrammatic information to life.
The style of illustration is clean and simple and colours should follow the colour system which means brighter colours for child immunisation materials. A simple paint texture, as demonstrated below, should overlay illustrations to complement the illustrative style of the circular motifs and to provide a consistent character.
tee xtur overlay for illustrations National Immunisation Programme Brand Guidelines
Examples 6.0 National Immunisation Programme Brand Guidelines Schedule wall chart 6.1
Generic motif used Equal use of other circular in behind each child motifs in background to to retain consistency remain low contrast so Primary programme and not skew cultural they don’t distract from the colour – bright yellow. balance hero images. National Immunisation Programme Brand Guidelines Poster 6.2
Radial gradient background fill using the age- Use of circular motifs in background to appropriate dark secondary colour. remain low contrast so they don’t distract from the central image.
Imagery zone 70% .
This is a headline for Title area. Overlap a large poster area.
Sub head or descriptor panel. Immunise at vero et accusamus. Quos dolores.
At vero eos et accusamus et iusto odio dignissimos ducimus Content zone Detailed Need more information? qui blanditiis praesentium voluptatum deleniti atque corrupti Visit immunise.govt.nz or call 40%. information and call quos dolores et quas molestias excepturi sint occaecati to action zone. cupiditate non provident, similique sunt in culpa qui officia 0800 phoneno (0800 123 123) deserunt mollitia animi, id est laborum et dolorum fuga. Immunise logo overlaps divider Primary programme at half way colour – point. bright yellow. National Immunisation Programme Brand Guidelines A5 pamphlet front cover 6.3
Use mixture of Omnes Regular Radial gradient and Omnes Semibold to background fill using provide emphasis to key the secondary colour words in headings. palette.
53.5 mm
Sub head or descriptor panel – 12 mm text to be Omnes Regular.
Use of circular motif in background to remain low contrast so they don’t distract from the central image. Colour tint to be equal to transparency setting of 42%
Circular motif that gets changed-out depending on culture 122.5 mm of target audience.
Position of circular image/motif graphic is NOT fixed and can be moved around within layout to provide differentiation between publications.
Primary programme colour – bright yellow.
21 mm
Immunise logo overlaps divider at half way point . National Immunisation Programme Brand Guidelines A5 pamphlet back cover 6.4
Full yellow background over Small, accent imagery may be placed on entire back cover. back cover but must not take up any more space than 1/10 the overall size of the page.
21 mm
Immunise logosits to the right side, stakeholders logos to the left, in black National Immunisation Programme Brand Guidelines DL leaflet front cover 6.5
Use mixture of Omnes Regular Radial gradient and Omnes Semibold to background fill using provide emphasis to key the secondary colour words in headings palette.
53.5 mm
Sub head or descriptor panel – text to be Omnes 12 mm Regular.
Use of circular motif in background to remain low contrast so they don’t distract from the central image. Colour tint to be equal to transparency setting of 42%
Circular motif that gets changed-out 122.5 mm depending on culture of target audience. Position of circular image/motif graphic is NOT fixed and can be moved around within layout to provide differentiation between publications.
Primary programme colour – bright yellow.
21 mm
Immunise logo overlaps divider at half way point . National Immunisation Programme Brand Guidelines DL leaflet back cover 6.5
Full yellow background over entire back cover.
Space for DHB or local centre address stamp or sticker
33 mm
Immunise logo and stakeholder logos centred on the page. National Immunisation Programme Brand Guidelines Text pages 6.7
Primary programme colour – bright yellow – used to accent key areas. Pages to remain predominantly white, with some use of yellow or heading colour tone (between 10–20% tone) as page background colour to break up sections.
Section Contents What is this guide about? headers to use yellow panel underlined with colour band
What is this guide about? 3
WWhathat is a vaccine and how does it work? 7
Diseases ttoo be immunised against 12
VVaccinesaccines and the diseases they protect against 15
Other immunisations 23
Reactions ttoo immunisations 27
NationalNational immunisation register, records 28 and immunisation certificate Circular motif used to frame AAppendix:ppendix: Diseases and reactions to vaccines 30 imagery. The National Immunisation Schedule 34
Important text If you are worried about your baby or child’s reaction to an immunisation, talk to your doctor or nurse or call the free Healthline highlighted in service on 0800 611 116 anytime day or night. panels of 20% tone of bright yellow. 33 33
Tinted motif placed on backgriund What is a vaccine and how to break up does it work? space.
Babies and What is a vaccine? Pull-out text children can catch diseases A vaccine contains a dead or weakened form of a germ that cannot cause the sits within the at any time. disease, but is enough to make the immune system produce antibodies to fight pull-out text it. When a person is vaccinated,vaccinated, their immune system makes cells and antibodies circle graphic. in response to the vaccine, which will protect them from the real disease if they come into contact with it in the future. Types of vaccines There are generally three types of vaccines:
• live vaccines: bacteria or viruses that have been weakened so that they cannot cause disease (eg(eg,, measles, mumps and rubella)
• dead (or inactivated) vaccines: bacteria and viruses that have been inactivinactivatedated (eg, polio vaccine)
• subunit vaccines: parts of bacteria or viruses (eg, hib and hepatitis B) or bactbacterialerial toxins that have been made harmless (eg, diphtheria and tetanus).
Vaccines may also contain:
• substances that help the body respond to the vaccine
• preservatives
• traces of the materials that are used during manufacture.
The very small amounts of these substances that are in the vaccines do not cause any harm.
Page numbers contained in 33 33 circles. National Immunisation Programme Brand Guidelines Misc. publications 6.8
Photography library publication cover National Immunisation Programme Brand Guidelines
Contact details 7.0 National Immunisation Programme Brand Guidelines Contact details 7.1
For more information, contact:
Daemon Coyle Senior Account Lead Health Promotion Agency [email protected] DDI (09) 916 0336
Leonie Brunt Senior Advisor Communicable Diseases Health Promotion Agency [email protected] DDI (04) 917 0234
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