Brand Standards

version 2.0 | 10.2015 Introduction

This guide contains tools, inspiration and examples to help you present our brand in the most professional and consistent way possible. It’s a guide we can all use to uphold and protect an unmistakable visual identity that unites our organisation’s many activities. If you have any questions about how to implement the following recommendations, contact the marketing and communications team at National Office on [email protected]

2 Brand Standards | New Zealand Red Cross version 2.0 | 10.2015 Contents

SECTION A: BRAND STORY Mission, Vision, Who we deliver to A:1 Values A:2 Fundamental principles A:3 History of the emblem A:4 Brand essence A:5

SECTION B: TONE AND LANGUAGE Tone of voice B:1 Language B:2 Capitalisation of international Red Cross terms B:6 New Zealand Red Cross Preferred Spelling B:7

SECTION C: BRAND ELEMENTS Use of the Red Cross emblem C:1 Misuse of the Red Cross emblem C:2 Current New Zealand Red Cross logo C:3 Use of New Zealand Red Cross logo C:4 Restricted logo C:5 Deprecated logos C:6 Logo formats C:7 Spacing guide C:8 Sizing guide C:9 Logo don’ts C:10 Lockups C:11 Display logos C:13 Brand applications C:14 Colour usage C:15 Typography C:17 Photography C:20

Section A: Brand Story

version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards A B Brand Standards | New Zealand Red Cross version 2.0 | 10.2015 Mission The mission of New Zealand Red Cross is to improve the lives of vulnerable people by mobilising the power of humanity and enhancing community resilience. Vision By 2020 we will further enhance the way we:

1. prepare for, respond to and enable recovery from disasters and crises 2. enable healthy and safe living 3. promote a culture of social inclusion 4. attract and retain highly engaged and diverse members, volunteers and staff 5. work from a strong financial base, with growing income and robust infrastructure. Who we deliver to The strength and importance of our organisation is reflected in the types of people we deliver to. Publicly, this includes people in vulnerable situations in New Zealand and internationally. Internally, this covers members, volunteers, corporate partners, NGO partners, government agencies, members of parliament, media and staff.

version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards A:1 Values

People We build the capacities of people and communities to work in solidarity, then find sustainable solutions to their most pressing needs and vulnerabilities. Integrity We work in line with our guiding principles, in ways that are transparent and accountable. Partnership Guided by the statutes of the International Red Cross and Red Crescent Movement, along with our own principles, we cooperate with governments and other organisations without compromising our emblems or the independence, impartiality and neutrality they represent. Diversity We respect the diversity of the communities we work with, our volunteers, our members and our staff, based on non- discrimination and our principles of impartiality, unity and universality. Leadership We show leadership and strive for excellence in our work, drawing attention to the rights, needs and vulnerabilities of communities and the factors that underlie them. Innovation We draw inspiration from our shared history and tradition, but are equally committed to finding creative, sustainable solutions to problems that threaten human well-being and dignity in a changing world.

A:2 Brand Standards | New Zealand Red Cross version 2.0 | 10.2015 Fundamental Principles

We have seven Humanity Fundamental Principles The International Red Cross and Red Crescent Movement, born of that guide us in all that a desire to bring assistance without discrimination to the wounded we do, whether it’s on the battlefield, endeavours, in its international and national capacity, to prevent and alleviate human suffering wherever it may delivering a meal in be found. Its purpose is to protect life and health and to ensure Rotorua or providing respect for the human being. It promotes mutual understanding, medical help to a friendship, cooperation and lasting peace amongst all peoples. family in Syria. Impartiality These principles are our It makes no discrimination as to nationality, race, religious lifeline, connecting us with the beliefs, class or political opinions. It endeavours to relieve the Red Cross and Red Crescent suffering of individuals, being guided solely by their needs, and Movement and the 189 to give priority to the most urgent cases of distress. national societies throughout the world. Neutrality In order to continue to enjoy the confidence of all, the Movement may not take sides in hostilities or engage at any time in controversies of a political, racial, religious or ideological nature. Independence The Movement is independent. The national societies, while auxiliaries in the humanitarian services of their governments and subject to the laws of their respective countries, must always maintain their autonomy so that they may be able at all times to act in accordance with the principles of the Movement. Voluntary Service It is a voluntary relief movement not prompted in any manner by desire for gain. Unity There can be only one Red Cross or one Red Crescent Society in any one country. It must be open to all. It must carry on its The Red Cross Fundamental humanitarian work throughout its territory. Principles were proclaimed in Vienna in 1965 and must always be reproduced as written here. Universality NEVER rewrite, summarise or The International Red Cross and Red Crescent Movement, otherwise alter the wording of the principles in anyway. in which all societies have equal status and share equal responsibilities and duties in helping each other, is worldwide.

version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards A:3 History of the emblem

In 1859, Henry Dunant, a Swiss businessman travelling through northern Italy, witnessed the horrifying aftermath of the battle of Solferino. After he returned to Geneva he wrote an account of what he had seen in which he put forward two proposals that ultimately led to the formation of Red Cross and the drafting of the Geneva Convention:

¾¾ To set up in peacetime, in every country, groups of volunteers ready to take care of casualties in wartime. ¾¾ To persuade countries to accept the idea of protecting aid workers and the wounded on the battlefield. Five years later, in 1864, the Diplomatic Conference in Geneva adopted the heraldic emblem of the red cross on a white background. These were the colours of the Swiss flag in reverse. The Movement now had a single distinctive sign – simple, identifiable from a long distance, known to everyone and identical for friend and foe alike – that would grant protection under international humanitarian law for the medical services of armed forces, volunteer aid workers and victims of armed conflict. In subsequent years, the red cross emblem has been supplemented by a red crescent and, more recently, a red crystal emblem for societies where the cross is unsuitable.

For more information on the correct use of the Red Cross emblem and New Zealand Red Cross logo, see section C.

A:4 Brand Standards | New Zealand Red Cross version 2.0 | 10.2015 Brand essence

Our essence captures the principles that guide us as we work and the things that consistently show up in our actions. Courage Courage doesn’t have to be ‘big’ or heroic. Whether you’re looking after people in a war zone or delivering meals, it takes courage to be the one who’ll make the difference for someone else. When others step back, we step forward. Humility We say it’s a privilege to serve others, and we are thankful for the opportunity. Leadership True leaders are more interested in being kind than in being right or popular. We look after anyone who needs help, regardless of who they are or what they’ve done. Hope We consistently aim to be a source of hope and inspiration for those whose lives we touch. We endeavor to present the positive aspects of our humanitarian actions, demonstrating our role in helping people in order to generate and maintain hope, rather than focusing on the negative aspects of the vulnerable and disadvantaged.

version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards A:5

Section B: Tone and Language

version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards B C Brand Standards | New Zealand Red Cross version 2.0 | 10.2015 Tone of voice

Our tone of voice lays the foundation for the way we write and speak. When it’s consistent it gives volunteers, governments and other stakeholders another means of recognising our brand and feeling reassured. With this in mind, the words and language we use – in everything from advertising to emails – need to be inspiring, empowering, compassionate and inclusive. Even handed Hard times don’t discriminate and neither do we. From Christchurch to Kandahar, if someone needs help, we help them. Down to earth We’re easy to talk to and approachable. We’re here to help. No fuss We look to see what needs to be done, then we get stuck in and do it. Everyone does their bit. Kind We’re unfailingly kind and positive. Whether we’re delivering meals or emergency medical supplies, we always bring a smile with us. Encouraging and hopeful We don’t get discouraged and we never give up. Around us, people feel confident and optimistic.

version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards B:1 Language

In order to maintain a professional and consistent voice for New Zealand Red Cross, the following pages cover some of the use of written English for New Zealand Red Cross. It is based on the standard set by the International Federation of Red Cross and Red Crescent Societies (IFRC).

Our marketing and communication items may be written by many different people throughout the organisation but our aim is for ‘one voice’ – the voice for New Zealand Red Cross which is clear and professional. It is important that our print and online messaging is of a high professional standard to best present our activities. Using consistent language, spelling and terminology helps us to achieve this. There is another more in-depth language guide available with details and guidance on English grammar, style and usage but we have included some of the key aspects here. If you are producing items for an external audience, the Communications and Marketing staff at National Office are available for support and advice. Please remember, we have a:

¾¾ Media Policy – this is available on RedNet. A key point of the media policy is that all staff and members are to send any press releases through to the Communications Manager at national office prior to releasing to the media. ¾¾ Social Media Policy – this is also available on RedNet. A key point of the social media policy is that only the Online Community Manager at National Office can set up Facebook pages. Individual areas, branches, service centres may set up their own Facebook group. If you wish to do so, please contact the Online Community Manager at National Office. Standard spelling The standard spelling used by New Zealand Red Cross is the New Zealand Oxford Dictionary preferred spelling. Internationally, the International Federation of Red Cross and Red Crescent Societies (IFRC) also uses the Oxford Dictionary of English for preferred spelling. Alternative spellings, which appear in brackets in the Oxford English Dictionary, are acceptable only if they are part of a name, title or quotation.

B:2 Brand Standards | New Zealand Red Cross version 2.0 | 10.2015 Language

Capitalisation of New Zealand Red Cross terms New Zealand Red Cross services: start each word with a capital letter, except small words, e.g. ¾¾ Restoring Family Links ¾¾ Wars, Laws and Humanity ¾¾ Pathways to Employment ¾¾ People Savers ¾¾ Save a Mate (no hyphens) ¾¾ Meals on Wheels ¾¾ Community Transport ¾¾ First Aid Training ¾¾ Emergency Response Unit ¾¾ Disaster Welfare and Support Team ¾¾ National Disaster Response Team Job titles: start each word with capital letter, e.g. ¾¾ Secretary General ¾¾ President ¾¾ General Manager Social Enterprise ¾¾ Communications Manager ¾¾ Emergency Management Officer ¾¾ First Aid Instructor ¾¾ Community Services Manager ¾¾ Service Centre Co-ordinator Broad work areas which are not ‘packaged up’ as a specific service: use lower case, e.g. ¾¾ emergency management / disaster management ¾¾ refugee programmes ¾¾ international programmes ¾¾ community programmes ¾¾ aid workers / aid worker programme ¾¾ fundraising and communications ¾¾ education and training ¾¾ international humanitarian law (but IHL) ¾¾ retail ¾¾ first aid version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards B:3 Language

Groups and entities: use capital letters in the name, use lower case for general reference, e.g. ¾¾ Auckland Service Centre; all service centres; 18 service centres ¾¾ Auckland Area Council; all area councils; your area council ¾¾ Auckland Branch; all the branches; the local Red Cross branch ¾¾ Auckland Knitters Group; all the knitters groups ¾¾ National Board ¾¾ National Office ¾¾ National Council ¾¾ Red Cross Shop / Red Cross Shops Groups of Red Cross people: use lower case, e.g. ¾¾ volunteers; shop volunteer; refugee support volunteer ¾¾ members; Red Cross member; a member of Red Cross ¾¾ staff ¾¾ area councillors ¾¾ board members Other examples of capitalisation are included in the preferred spelling on the following pages. Dates Use the New Zealand date format and not the American one. Format dates in the following order and style: day, month, year. E.g. 2 May 2006, 12 August 2006 (not 2nd May 2006 or 12th August 2006 or August 12, 2006). Ampersand Only use the ampersand (&) for book titles and authors, or if it forms part of an organisation’s name. Use ‘and’ for running text. Countries and cities Use the English form in the Red Cross Red Crescent directory, which includes the correct formulation in English of National Society names, e.g. Gambia not The Gambia Myanmar not Burma Sudan not The Sudan

B:4 Brand Standards | New Zealand Red Cross version 2.0 | 10.2015 Language

Timor-Leste not East Timor Ukraine not The Ukraine Viet Nam not Vietnam Use the new and/or standard English spelling, not the original language, e.g. Beijing not Peking, Mumbai not Bombay, Basle, Berne, Lyons, Marseilles, Antwerp, Hanover Terminology in common Red Cross words and phrases ¾¾ When naming the organisation for the first time in an internal or external document, use the full correct title, i.e., New Zealand Red Cross. In subsequent mentions of the name, Red Cross may be used as an alternative. ¾¾ Never refer to the organisation as NZRC, RX or Red X. ¾¾ Never precede Red Cross with the name of a location or region, e.g. Christchurch Red Cross; this should be phrased as the Christchurch Service Centre of New Zealand Red Cross or New Zealand Red Cross Christchurch Service Centre. ¾¾ When referring to New Zealand Red Cross in terms of ownership of something, use an apostrophe after Cross with no extra ‘s’, e.g., New Zealand Red Cross’ system. ¾¾ When referring to the IFRC, write out in full in the first instance – International Federation of Red Cross and Red Crescent Societies (IFRC) – and then shorten to IFRC. ¾¾ Use Federation on its own only if it is used as an adjective, e.g. Capacity building is a Federation-led process. ¾¾ National society/societies should be written out in full, never abbreviated to NS. ¾¾ Never use the name New Zealand Red Cross Refugee Services. ¾¾ Use the word ‘people’ as opposed to beneficiaries, recipients, clients. ¾¾ The website address does not need the “www” preceding it so can be written as “redcross.org.nz”.

Do not put the word ‘the’ before New Zealand Red Cross.

version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards B:5 Capitalisation of international Red Cross terms

UPPER CASE LOWER CASE New Zealand Red Cross International Federation of Red Cross and Red Crescent Societies Federation IFRC International Committee of Red Cross ICRC the secretariat Red Cross Red Crescent a red cross is the emblem of Red Cross National Society (in name) national society/national societies National Red Cross or Red Crescent Societies Red Cross societies the society* Red Crescent societies the societies* the Japanese Red Cross Society sister societies the Egyptian and Iraqi Red Crescent Societies International Conference of the Red Cross and the conference* Red Crescent the International Conference the conference* the International Red Cross and Red Crescent Movement the Movement the Fundamental Principles of the International humanity, impartiality, neutrality etc. Red Cross and Red Crescent Movement the Fundamental Principles the General Assembly the assembly* head of delegation development delegate the IFRC’s delegation in... the conventions* the Geneva Conventions states parties to... Strategy 2010/Strategy 2020 the strategy* international humanitarian law (IHL) World Red Cross and Red Crescent Day

* Use full title on first mention; lower case can then be used on second mention, but revert to full title if it is not clear.

B:6 Brand Standards | New Zealand Red Cross version 2.0 | 10.2015 New Zealand Red Cross preferred spelling

This is an alphabetical list of some common problem words and expressions. If a word is not in this list, consult the Oxford Dictionary of English. The most important point to bear in mind is that usage should be consistent throughout a manuscript.

A billion = thousand million Chief Executive (capitals) advertise/advertisement blood donor but blood-donor centre community-based programmes advice (noun) Board (capitals) community first aid (lower advise (verb) board members (lower case) case) aid workers (lower case) businessman community partner (lower analyse case) by-law anti-personnel comprise apprise C compromise annual report (lower case) capacity building Constitution (capitals) area councillors (lower case) capitalise coordination arise caregiver/caregiving counsellors of honour (lower case) Asia–Pacific region case study Atlantic Ocean catalyse D but the Pacific and the categorise Atlantic oceans death toll ceasefire Auckland Area Council decision-maker/decision- (capitals) in name but the central Africa making area council has… Central America department(s): always lower case audiovisual central Asia Department of Labour authorise/authorisation central Europe (capitals) centralise B dependant (noun) centre back-up (noun) dependent (adjective) century: from first to tenth back up (verb) century, number spelt out; despise better- (adjective) thereafter in figures: 20th disguise (as in better-coordinated century charter (lower case) disaster response) changeover (noun) bilingual change over (verb)

version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards B:7 New Zealand Red Cross preferred spelling

E formalise I East Africa formulas i.e., (with full stops and but formulae (scientific or followed by a comma) eastern Europe mathematical) ill health immunise e.g., Fundamental Principles of emergency management the International Red Cross improvise officer (lower case) and Red Crescent Movement industrialise (capitals) Emergency Response Unit inquiry (Note: use inquiry (capitals) G when referring to an emphasise investigation, especially an generalise official one; use enquiry for enquiry (Note: use enquiry for the act of asking a question, Good Practice Guide (capitals) the act of asking a question, especially of a person) especially of a person; use Government (capitals only interact/interaction internally inquiry when referring to an when talking about ‘the’ displaced people (IDPs) investigation, especially an Government, but generally official one) government should be in interpersonal enterprise lower case) interracial equalise H interregional etc. (with full stop and half-hour followed by a comma in the J but half an hour middle of a sentence) jeopardise handbook exercise hand-picked K F hard-line know-how far-reaching harmonise feedback (noun) healthcare L landlocked feed back (verb) high-quality products landmine fertilise but the product is of high quality landslide finalise high-risk areas large-scale operation first aid (lower case) but the community is at high but on a large scale focused, focusing (not risk learnt (not learned, as in focussed, focussing) humanitarian aid worker lessons learnt) follow-up (noun) programme (no capitals) licence (noun) follow up (verb) human-to-human

B:8 Brand Standards | New Zealand Red Cross version 2.0 | 10.2015 New Zealand Red Cross preferred spelling license (verb) O promise lifestyle offshore ongoing online -prone (as in disaster-prone area) localise organise pro rata long term organisation but long-term trends but on a pro-rata basis overrate (not italic) low-tech psychosocial P M publicise Pacific Ocean marketplace but the Pacific and Atlantic R materialise oceans raise maximise paralyse realise medium-sized parliament (lower case) real time member of parliament patronise but real-time assessment (lower case) per cent (use % in tables to recognise minimise save space) regionalise Ministry of Health, Ministry of (Note: percentages are always Foreign Affairs written in figures: 6 per cent, regional boards (lower case) but the ministries of health 17.5 per cent) response team (lower case) and foreign affairs policy-maker/policy-making mobilise politicise S multicultural practice (noun) Save a Mate (capitals) practise (verb) Second World War N (not World War II) Prime Minister John Key National Board (capitals) but the prime minister secretariat (of the National Council (capitals) agreed... International Federation) national leadership team principles (lower case) Secretary General National Office (lower case) prioritise self-interest National President (capitals) prise (to force open) sister society/societies but the national president privatise small-scale project said… but on a small scale societies prize (to value highly) national programmes (lower case) problem-solving programme (lower case) South Africa (the country) but a computer program New Zealand (in full) but southern Africa (the profit-sharing region) no one (no hyphen)

version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards B:9 New Zealand Red Cross preferred spelling

South-East Asia under way X specialise (as in negotiations are x-ray stabilise under way) Statutes Commission unit standards (lower case) Y (capitals) up-to-date information youth representatives starting point but the information is up (lower case) to date stationary (not moving) urbanise stationery (paper, envelopes, etc.) utilise subcommittee V subcontinent Viet Nam (not Vietnam) subsidise but Vietnamese subtotal visualise summarise vulnerability supervise W T wartime task force water and sanitation (write out in full, not WatSan or team player watsan) team spirit website teamwork well-being think tank well-established programme Timor-Leste (not East Timor) but the programme is well traumatise established tsunami well-known organisation (lower case) but the organisation is well known U World War Two (not World War II, but WWII) uncooperative worldwide underpay underrate

B:10 Brand Standards | New Zealand Red Cross version 2.0 | 10.2015

Section C: Brand elements

The following pages give you all the tools you need to present the New Zealand Red Cross brand in a unified and professional manner. Please read carefully before you prepare artwork or brief suppliers. Logo suite Provides details of the two official variations of the New Zealand Red Cross logo and how to apply them correctly. Partner lockups and programme or service lockups and logos are also presented in this section. Colour palette Provides an understanding of the correct colours to represent our logo accurately, as well as considerations for other colours for consistent theming. Typography Presents the official New Zealand Red Cross typefaces and examples of their use. Photography Provides guidelines and tips for taking or selecting photographs, as well as how the photography should and shouldn’t be applied.

version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards C D Brand Standards | New Zealand Red Cross version 2.0 | 10.2015 Use of the Red Cross emblem

The Red Cross emblem has now existed as a visible sign of protection for more than 150 years. Symbolising the neutrality, independence and impartiality of the Red Cross Movement, it serves two very distinctive purposes, as a:

PROTECTIVE USE OF THE EMBLEM 1. Protective device (Emblem only) To protect medical, religious, humanitarian personnel, medical facilities and transports in times of war. To ensure maximum visibility the emblem must be large in comparison to the person or object displaying it (for example, on rooftops or armbands). Nothing can be added to the cross or white background. 2. Indicative device To show that a person or object is linked to the Movement, mainly in times of peace. It should never be used on armbands or rooftops, it shouldn't be too large in comparison to the size of the object it appears on, and usually bears the name or initials of the National Society (for example, New Zealand Red Cross). Any confusion between the protective and indicative use of the emblem must be avoided. Entitlement to use the Red Cross emblem is governed by the 1949 Geneva Conventions and national laws in almost 200 INDICATIVE USE OF THE EMBLEM (Emblem + name of national society) countries. In New Zealand, the only bodies allowed to use the emblem are some services of the New Zealand Defence Force and New Zealand Red Cross. Even within the humanitarian services of New Zealand Red Cross, use of the emblem is strictly regulated. A separate brochure is available from New Zealand Red Cross NEVER use the emblem without with more specific information regarding the emblem and its the correct New Zealand Red governing laws. Cross logo. Using the emblem alone, without the National Society wording, is reserved for protective use only and is governed by international humanitarian law.

version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards C:1 Misuse of the Red Cross emblem

Despite the significance of the emblem it is still widely misused by unrelated organisations including the manufacturers of first aid products, pharmacies and medical professionals. If there is reasonable doubt that a mark or sign could be mistaken for the emblem, it must be considered an imitation and not be registered as a trademark or used in any other way.

IMITATION These examples could be confused with the official Red Cross emblem and therefore the New Zealand Defence Force determines that their use is illegal.

If you become aware of an instance of the Red Cross emblem being misused, please notify Communications at [email protected]. Please include as much detail as possible in your email, including phtographic evidence if available.

C:2 Brand Standards | New Zealand Red Cross version 2.0 | 10.2015 Current New Zealand Red Cross logo

The New Zealand Red Cross logo has been specifically designed for our organisation. These brand guidelines, are to be strictly observed and the logo can NEVER be tampered with or recreated without permission.

VERTICAL LOGO

HORIZONTAL LOGO

The logos shown here are the only acceptable options for newly created material or items that require New Zealand Red Cross branding.

NEVER attempt to trace or recreate the New Zealand These logos are to be used in almost all circumstances. They Red Cross logo. Use only official must always appear on a white background, observing the logo artwork. The logo filename correct colour, clear space and minimum size rules as outlined should begin with NZRC_ on the following pages. Bilingual_Logo_. If not, you may be using an obsolete version.

version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards C:3 Use of New Zealand Red Cross logo

These brand guidelines relate specifically to indicative use of the Red Cross emblem in the form of the New Zealand Red Cross logo (being the Red Cross emblem and the name of the National Society).

They include guidance around the use of the logo in relation to partnerships, services, programmes and events run by and for New Zealand Red Cross. Information included in these guidelines is not exhaustive. If you are unsure about use of the logo in a particular situation, please contact the Marketing and Communications team at national office. The following examples demonstrate when and how the logo can be used:

¾¾ The logo may feature on marketing/fundraising items produced by New Zealand Red Cross. CABO. EXERNAM RENT UT ¾¾ The logo may feature on marketing/fundraising collateral VOLUPTATE (lab ius alit laut ex et) produced by other organisations who are official supporters of New Zealand Red Cross. ¾¾ The logo may not feature on items for sale by other companies or organisations. ¾¾ It is recognised that digital representations may not be able to feature the full logo, e.g. mobile phone apps. In these circumstances, express permission must be gained from the Secretary-General via the Marketing and Communications team at National Office. ¾¾ For clothing, flags and banners, it is essential that the full New Zealand Red Cross logo is used, never the emblem on its own. ¾¾ Supporters may use images of New Zealand Red Cross ‘at work’ that clearly feature the logo, demonstrating the relationship between the organisation and supporter without having to use the logo itself.

C:4 Brand Standards | New Zealand Red Cross version 2.0 | 10.2015 Restricted logo

By incorporating the Te Reo wording into the logo, there is now a third line of text which is smaller than the other words. In a limited number of circumstances, where readability becomes an issue, an alternative ‘restricted logo’ is available. This is only to be used on items where the Te Reo would be too difficult to read using the current horizontal or vertical logo.

If you think you have a situation where the restricted logo is required, please contact the Marketing Manager at National Office.

HORIZONTAL LOGO

Nihicianihil intio tem rehende llabore se ne invenita nonsectempor a nonsent oreheni ad es deles vent vent volutectecto iunt. Ro omnis pra net que cum nonsecum rent expe nus venis

version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards C:5 Deprecated logos

Shown below are the older, now deprecated, New Zealand Red Cross logos. These logos are and will continue to be in circulation for some time. All existing instances of these logos are perfectly legitimate and do not need to be replaced unless incorrect or defaced/damaged, in which case the updated logos should be used (see previous pages).

DEPRECATED VERTICAL LOGOS

DEPRECATED HORIZONTAL LOGOS

DO NOT use these logos on newly created material or items. See previous pages for the correct logos to use.

C:6 Brand Standards | New Zealand Red Cross version 2.0 | 10.2015 Logo formats

Which format do I use?

Use your common sense to evaluate which logo is required in a given situation. In most cases the shape of the space available will dictate the appropriate logo to use, as shown below. In most instances, the option that results in the largest wordmark is the correct choice; however, there are exceptions (such as on some vehicles where having the emblem as large as possible is preferable).

OK NOT OK

OK

NOT OK

RESTRICTED USE In certain situations, it is impossible to reproduce the logo in full colour (e.g., in newspaper advertisements). Only in these cases is the mono version of the logo acceptable. The New Zealand Red Cross logo must NEVER be reversed out, it must always appear on a white background.

version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards C:7 Spacing guide

x x

x

x

x x

x

x

Area of isolation The New Zealand Red Cross logo must always appear on a plain white background. This background must extend by a nominated space around the graphic elements of the logo, measured by the thickness of the arms of the cross (x). No other logo, type, photo or graphic may intrude on this clear space margin. The New Zealand Red Cross logo may only be applied onto materials that have sufficient white clear space. The area of isolation can be larger but never less than indicated. NEVER use the New Zealand Note: it may not be visible, but the official logo art files include Red Cross logo on anything a white rectangle behind the logo set to the correct clear space other than a plain white surface. margins. It is recommended to include this rectangle with ALWAYS ensure there is all placements of the logo to ensure the area of isolation is sufficient clear space around the correctly adhered to. logo. If not, reduce the logo in size slightly.

C:8 Brand Standards | New Zealand Red Cross version 2.0 | 10.2015 Sizing guide

To ensure brand integrity and guarantee the indicative use of the emblem (see Section A), the New Zealand Red Cross wording in the logo must be legible. The minimum sizes shown below must be adhered to at all times.

Vertical logo minimum size This logo can be used to a minimum size of 15mm/115px high (or 22mm/167px including the minimum area of isolation).

15mm/115px 22mm/167px

Horizontal logo minimum size This logo can be used to a minimum size of 5mm/45px high (or 8.5mm/77px including the minimum area of isolation).

5mm/45px 8.5mm/77px

If a situation arises where the logo is required smaller than the minimum size stipulated here, a proposal may be sent to the Communications & Fundraising team at the National Office of New Zealand Red Cross. Authorisation will then be gained from the Secretary General.

version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards C:9 Logo don’ts

Every care must be taken to preserve the integrity of the New Zealand Red Cross logo. The following rules relate to logo abuse and must be followed at all times.

DO NOT CHANGE COLOURS DO NOT STRETCH OR DISTORT DO NOT APPLY EFFECTS

DO NOT ROTATE DO NOT MOVE OR SCALE ELEMENTS

DO NOT COMPROMISE CLEAR SPACE The New Zealand Red Cross logo must ONLY be used on a white background.

OK NOT OK

NEVER attempt to trace or recreate the New Zealand Red Cross logo. Use only official logo artwork. The logo filename should begin with NZRC_Logo_. If not, you may be using an obsolete version.

C:10 Brand Standards | New Zealand Red Cross version 2.0 | 10.2015 Lockups

Partner lockups New Zealand Red Cross appreciates the valuable contribution other organisations make to fulfilling its humanitarian aims. At certain levels of support, a qualifying partner, sponsor, supplier or supporter may be recognised through permission to use a partner lockup (see below for examples). The supporting organisation must sign a contract outlining correct use of the lockup. Permission for use of the partner lockups is overseen by the Communications and Fundraising team at National Office. Please contact them if you believe a local organisation should be recognised with a partner lockup for their support of New Zealand Red Cross. All partner lockup logos must be treated with the same integrity as standard New Zealand Red Cross logos. Guidelines regarding area of isolation, sizing, backgrounds and all other ‘logo don’ts’ apply to these logos just as they apply to the standard logos.

Major Supporter

Community Supporter

Supporter

Proudly supporting Disaster Response Alliance

Retail Partner

NEVER attempt to trace or Event recreate New Zealand Sponsor Red Cross lockups. Use only official artwork. The lockup filename should begin with NZRC_Lockup_. If not, you may be using an obsolete version.

version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards C:11 Lockups

Service and programme lockups Below are the examples of New Zealand Red Cross service and programme lockups. These lockups are able to be used instead of the standard New Zealand Red Cross logo on any material relating to the corresponding service or programme. All service and programme lockup logos must be treated with the same integrity as standard New Zealand Red Cross logos. Guidelines regarding area of isolation, sizing, backgrounds and all other ‘logo don’ts’ apply to these logos just as they apply to the standard logos.

Aid Worker Hospital Support Programme Tautoko ā-Hōhipera Te Kaupapa Kaiāwhina

International Curtain Bank Programme Support He Putunga Arai Wini Kaupapa Tautoko ā-Ao

International Psychosocial Humanitarian Law Support Ture Ngākau Tangata o te Ao Ngā Ratonga Pāpori Hinengaro

Emergency Pathways to Management Employment Whakahaerenga Mate Whawhati Ngā Ara ki te Whai Mahi

Pathways to First Aid Whakaora Whāwhai Settlement Ngā Ara Whakatau Tangata

Restoring People Savers Family Links Ngā Kaiwhakarauora Tāngata Te Whakaora i ngā Hononga Whānau

Meals on Wheels Kawe Kai ki te Kāinga

NEVER attempt to trace or Community Transport recreate New Zealand Ikiiki Hapori Red Cross lockups. Use only official artwork. The lockup filename should begin with Community Gardens NZRC_Lockup_. If not, you may Ngā Māra Hapori be using an obsolete version.

C:12 Brand Standards | New Zealand Red Cross version 2.0 | 10.2015 Display logos

Some services and programmes have unique display logos in addition to the standardised lockups shown on the previous page. Display logos are to give the programme or service a strong marketable identity. In most cases, the display logos must be used in conjunction with the corresponding lockup, although sometimes the Red Cross logo may be preferable, e.g. on vehicles.

At least once on each item, the corresponding lockup or current TAIRAWHITI New Zealand Red Cross logo must be displayed within the same field of vision as the display logo, i.e. same page, same side of vehicle, same face of t-shirt, shop facade etc.

Contact info

For information on Rise Up please contact: New Zealand Red Cross Gisborne Service Centre 336 Palmerston Road, Gisborne

ŒŽ ‘Ž’ ŽŽ“Ž TAIRAWHITI ŒŽ ‘Ž’ ”•–Œ [email protected]

HERE TO THERE What is Rise Up? Fundamental Principles of Red Cross HUMANITY VOLUNTARY SERVICE WITH CARE Te Ngākau Atawhai He Ratonga Tūao  A New Zealand Red Cross IMPARTIALITY UNITY youth programme for Te Tōkeketanga Te Kotahitanga children aged 10-12yrs  3-day outdoor education NEUTRALITY UNIVERSALITY programme (not overnight) Te Whakaraupapa O Te Ao  Mix of outdoor education INDEPENDENCE skills as well as targeted Te Tū Motuhake modules  These modules are NEW ZEALAND RED CROSS’ MISSION IS TO IMPROVE THE delivered by: LIVES OF VULNERABLE PEOPLE BY MOBILISING THE POWER New Zealand Red Cross OF HUMANITY AND ENHANCING COMMUNITY RESILIENCE. New Zealand Army New Zealand Fire Service New Zealand Police  RED CROSS Surf Life Saving New Zealand     redcross.org.nz

Community Transport Ikiiki Hapori

HERE TO THERE WITH CARE

Driver Phone SAM SUPPORT CREW Look after your mates

What is Bounce? We are a youth-led project developed by New Zealand Red Cross. We share wellbeing tips and advice with young people to empower, encourage emotional wellbeing and increase resilience. We engage through our website, social media and getting out and about where young people are.

[email protected] /bounce.org.nz bounce.org.nz

If you are developing a new display logo, please contact the Marketing Manager at National Office at the start of the process.

version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards C:13 Brand applications

Due to the breadth of programmes and services undertaken by New Zealand Red Cross, this guide would become too extensive if all applications of the brand were included within this document. If you wish to apply the brand to any of the following areas or anything other item not mentioned within these Brand Standards, please contact the Marketing Manager at National Office who will check your requirements and put you in touch with the appropriate person.

¾¾ Vehicles – due to new lockups incorporating the Te Reo translation of our services, there may be changes to the way we have traditionally featured Red Cross branding on our vehicles. Please check with the Marketing Manager at National Office for the latest guidelines. ¾¾ Buildings – this includes developing signage for new premises and updating signage on existing buildings. Where signage is being updated, the entire façade of the building should be considered for a refresh rather than just replacing individual signs. ¾¾ Uniforms – new items may be required to be added to the different uniforms of Red Cross staff and volunteers. As a new item is added, please contact the Marketing Manager to discuss the most appropriate logo for each item. ¾¾ Promotional items – these include balloons, flags, stickers, give-away items, badges, wristbands, etc. As a new item is added, please contact the Marketing Manager to discuss the most appropriate logo for each item.

C:14 Brand Standards | New Zealand Red Cross version 2.0 | 10.2015 Colour usage

The colours featured on these pages are the chosen colours for the design and visual identity of New Zealand Red Cross material. The Primary colours below must be used as the official Red Cross colours. Tints (percentages) of black are acceptable, however NEVER use tints of Red Cross Red.

PRIMARY

Red Black White Clearly vital to the Red Cross Part of the New Zealand Red Use white space to create brand all over the world, it is Cross logo. This pure process a clean, open feeling. White important to use the correct black will ensure a crisp result is also a crucial part of any red. Use red sparingly to on printed material. Red Cross branding – the help emphasise the logo and logo must always be used on other elements that need a white surface to provide highlighting. Use too much red maximum clarity and eliminate and nothing will stand out. any confusion.

RED CROSS RED BLACK WHITE PANTONE 485 PANTONE Process Black CMYK 0/0/0/0 CMYK 0/95/95/0 CMYK 0/0/0/100 RGB 255/255/255 RGB 225/38/28 RGB 29/29/29 HEX FFFFFF HEX E1261C HEX 1D1D1D

version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards C:15 Extended colour palette

SECONDARY The Secondary colours complement the primary colours and are to be widely used in Red Cross material and are the first choice for providing further SPRING BLUE DARK AQUA LOAD GRAY colour in designed items. PANTONE 7711 PANTONE 7475 PANTONE 418 Tints are acceptable. CMYK 98/0/28/4 CMYK 58/0/27/50 CMYK 10/0/15/74 RGB 13/156/173 RGB 42/110/117 RGB 81/83/74 HEX 0D9CAD HEX 2A6E75 HEX 51534A

TERTIARY The Tertiary colours (and tints thereof) provide other options for individual items of visual material. These colours have been chosen to complement the primary and DEEP RED EMERGENCY ORANGE SUPPORT YELLOW PANTONE 7579 secondary colours and should PANTONE 7622 PANTONE 130 CMYK 0/79/89/0 work well on any individual item. CMYK 0/97/89/45 CMYK 0/35/100/0 RGB 233/81/38 Note that a few of the tertiary RGB 147/39/44 RGB 242/169/0 HEX E95126 HEX colours are used extensively by HEX 93272C F2A900 some Red Cross programmes and services. If you are planning on developing a new suite of collateral that will be in circulation long-term, please get in touch with the Marketing SERVICE GREEN FIRST AID GREEN RECOVERY BLUE Manager at national office to PANTONE 377 PANTONE 7738 PANTONE 2905 discuss the best selection of CMYK 50/1/100/20 CMYK 74/0/98/0 CMYK 45/8/3/0 colours to fit your purpose. RGB 128/164/28 RGB 63/171/57 RGB 141/200/232 HEX 80A41C HEX 3FAB39 HEX 8DC8E8

MIDNIGHT BLUE UNITY VIOLET HOPE ROSE PANTONE 7463 PANTONE 7664 PANTONE 215 CMYK 75/40/0/78 CMYK 74/100/0/10 CMYK 6/100/26/24 RGB 0/43/73 RGB 97/32/122 RGB 181/1/86 HEX 002B49 HEX 61207A HEX B50156

SAND PANTONE 7530 CMYK 0/12/28/40 RGB 163/147/130 HEX A39382

C:16 Brand Standards | New Zealand Red Cross version 2.0 | 10.2015 Typography

Freight Sans and Georgia are the official core typefaces of New Zealand Red Cross. They provide all the flexibility of expression required for our visual communications. Keep typography simple by using the minimum number of sizes and weights necessary. Use all-caps and justified copy sparingly. Other fonts are permissible for co-branding purposes and particular marketing campaigns, but Freight Sans and Georgia should always be used when representing New Zealand Red Cross itself. When Freight Sans is not available, use Corbel or Verdana. These typefaces should be used by all staff for all correspondence, including emails.

PRIMARY TYPEFACE Freight Sans Pro Book abcdefghijklmnopqrstuvwxyz Designed for warm formality in ABCDEFGHI1234567890 text and an authoritative, helpful Freight Sans Pro Book Italic abcdefghijklmnopqrstuvwxyz tone in display, Freight Sans is ABCDEFGHI1234567890 available in many weights for Freight Sans Pro Medium abcdefghijklmnopqrstuvwxyz a wide variety of typographic situations. ABCDEFGHI1234567890 Freight Sans Pro Medium Italic abcdefghijklmnopqrstuvwxyz Any non-temporary collateral or fixtures that are public-facing ABCDEFGHI1234567890 must be set in Freight Sans, Freight Sans Pro Semibold abcdefghijklmnopqrstuvwxyz particularly signage. ABCDEFGHI1234567890 Freight Sans is a licensed Freight Sans Pro Semibold Italic abcdefghijklmnopqrstuvwxyz typeface and is not installed ABCDEFGHI1234567890 by default. If you do not Freight Sans Pro Bold abcdefghijklmnopqrstuvwxyz have access, please see ABCDEFGHI1234567890 alternatives on the following Freight Sans Pro Bold Italic abcdefghijklmnopqrstuvwxyz page. ABCDEFGHI1234567890

version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards C:17 Typography

SECONDARY TYPEFACE Georgia Regular abcdefghijklmnopqrstuvwxyz Georgia is to be used more ABCDEFGHI1234567890 sparingly to create contrast or Georgia Regular Italic abcdefghijklmnopqrstuvwxyz convey warmth, the voice of ABCDEFGHI1234567890 New Zealand Red Cross. It can Georgia Bold abcdefghijklmnopqrstuvwxyz also be used for footnotes or sidebars to differentiate from ABCDEFGHI1234567890 body copy. Georgia Bold Italic abcdefghijklmnopqrstuvwxyz Georgia is a system font and ABCDEFGHI1234567890 should be available on all computers. Community Gardens Ngā Māra Hapori

Service Your fundraising can contribute to

Community Gardens are a place where Gardening tools $ the community can come together and 180 learn from each other about how to Seeds and seedlings $ grow and cook fresh vegetables. 220 Community Gardens not only help build connections within a community but also make healthy fruit and Setting up a new garden $ vegetables accessible to all who need them. 3,000 New Zealand Red Cross generally helps to establish the garden before handing it back to the community for ongoing management. Freight Sans Pro Locations Hastings, Nelson and Marlborough Volunteer response

MAKE A DIFFERENCE BOOKLET Diana Brooks from the Marlborough Migrant Centre is a volunteer at the community garden and Freight Sans Pro and Georgia says vegetables are a luxury for many of her clients. “Some can’t aff ord to eat vegetables, a lot are on the displayed on the same page. minimum wage. They’re really Georgia pleased when I take veges round to them.” Diana Brooks, Community Garden volunteer 9

ALTERNATIVE TYPEFACES Corbel Regular abcdefghijklmnopqrstuvwxyz When Freight Sans is not ABCDEFGHI1234567890 available it is acceptable to Corbel Regular Italic abcdefghijklmnopqrstuvwxyz use Corbel or Verdana (in that ABCDEFGHI1234567890 order of preference). Both Corbel Bold abcdefghijklmnopqrstuvwxyz are system fonts and at least one will be available on all ABCDEFGHI1234567890 computers. Corbel Bold Italic abcdefghijklmnopqrstuvwxyz It is not recommended to use ABCDEFGHI1234567890 these fonts on any collateral that is professionally typeset, Verdana Regular abcdefghijklmnopqrstuvwxyz rather they are to be used for ABCDEFGHI1234567890 communications that are more Verdana Regular Italic abcdefghijklmnopqrstuvwxyz temporary in nature and are not intended for the public at ABCDEFGHI1234567890 large. Verdana Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHI1234567890 Verdana Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHI1234567890

C:18 Brand Standards | New Zealand Red Cross version 2.0 | 10.2015 Typography

HEADLINES Headlines should be differentiated from standard Headline copy with larger sizing. Use of bold, black or light is recommended to help set them apart. Use black sparingly for the heavier weights as it can become Headline overwhelming. Avoid using all caps.

HEADINGS AND SUBHEADINGS Heading Differentiate your subheadings using bold, italics or colour. All SUBHEAD caps can be used on smaller headings. Use of Georgia can also provide contrast.

BODY COPY Ed eatur? Qui bea volorum idel ma num, aceped quiscidem adis ad Light and book are preferable et ipsum erferibusa num resequo min est, quissum faccus solorep for body copy. Use no udaectur, quae. Ihicien torestia cusam aut quatio. Ut venturis restis. smaller than 11pt if possible to ensure legibility for the Oluptam voluptas et velit alis de ped quist, volorem porehene sanit widest audience. at vendiHilloreh enient officia sperum quidelic to voluptatur? Uga. Et doluptasFerenimi, quat. Uga. To temo quia volupti onsequis eaquidenis.

PULL QUOTE Consider using colour, light fonts “Itas adis aditisinctem at large size and Georgia to Ciatiostrum sincim quam. provide contrast for pull quotes. Non eius si.”

FOOTNOTES AND SIDENOTES Ad que voloremque volo to te nulparibus volorion eum Georgia is a good choice for vera nexplitassint faccustiist am solum quam ipis ut footnotes and sidenotes to vel iditiani nia cor mod ut quiandae nonsent autaqui differentiate from body copy. doluptius, et doluptius. Try to avoid sizes smaller than 9pt.

version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards C:19 Photography

Photography is a key component of how we portray ourselves. While it is not always possible to source or produce imagery that perfectly demonstrates our message, the following types of photography and considerations will give you some solid guidance both when taking and selecting photographs.

MOMENTS With this category of photography, we want to capture the humanity and unconditional caring that Red Cross exhibits when we carry out our mission. These photos have an emotive, journalistic feel, capturing people doing things but not engaging the photographer or audience. We want to see the true human connection between our workers and the people we’re helping, and show that in these difficult times, we can come together. Avoid portraying the people we help as victims. Try to establish the context of the photo where possible, and including our branding is a bonus.

ALWAYS ensure that we have appropriate permissions to use any given photograph, be it a media consent form or licence from the photographer, or both. Media consent forms are located on RedNet.

C:20 Brand Standards | New Zealand Red Cross version 2.0 | 10.2015 Photography

PORTRAITS These photos candidly show our workers and the people they’re helping in the context of actual events. They are used as storytelling devices to share Red Cross moments, creating intimate connections with individuals. More often than not, the subject is directly engaged with the viewer, although direct eye contact is not necessary. These images should feel optimistic, hopeful and compassionate: never portray the subject as a victim. We want to show the positive side of these dire circumstances, without being naïve about the reality of the situation. Again, inclusion of branding is preferable, but not at the expense of the photo feeling staged or less authentic.

version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards C:21 Photography

OBJECTS Objects that are photographed in the context of actual events are effective at engaging the viewer. Close crops also add a level of intimacy and bring the story to a very human, individual level. In conjunction with Moment or Portrait photography, objects can be helpful to expand a story and create an emotional sensibility. Isolated objects, such as product photos, should be shown on a flat, white background with minimal shadows. Strong, even, consistent lighting is preferable. Make the object look as realistic as possible and avoid stylisation.

C:22 Brand Standards | New Zealand Red Cross version 2.0 | 10.2015 Photography

Photography considerations These are good things to keep in mind when taking new photos, evaluating existing photos or implementing them.

DEPTH OF FIELD Narrow focus can highlight individuals or objects and allow them to stand out against their surroundings. Pay attention to the background of photos you’re shooting or choosing. Background context can create meaning and relevance, or conversely become a distraction from the message you’re aiming for. Focus in on a specific element to tell a more precise story.

GOOD CROPPING Try to add focus and interest without losing a sense of context by cropping photographs. Eliminate spurious background details or distracting elements. This is a great way to restage archive images. AFTER CROPPING

MINIMISE OLD LOGOS Using depth of field, cropping and composition, minimise the strength and importance of the older logos within compositions, without losing their relevance or the essence of the scene.

version 2.0 | 10.2015 New Zealand Red Cross | Brand Standards C:23 Using photographic images

Dos and don’ts To maintain integrity and consistency, the following guidelines should be taken into account when using photographic images.

service centre Faq

DO use fewer and larger images to avoid clutter DO use full colour photography if available. Apply and provide clarity. colour correction if required to make the image as true to life as possible. DO bleed photographs off the page to add professionalism. (NB: Bleed can only be done by professional printers, not when printing in-house.)

DON’T stretch or distort images. DON’T add or remove elements from photos.

DON’T apply effects to images. Keep them natural DON’T use photos taken out of context, in relation and realistic. to the work of New Zealand Red Cross.

C:24 Brand Standards | New Zealand Red Cross version 2.0 | 10.2015