Branding Style Guide

Thank you for your assistance in maintaining brand consistency for Carers Queensland.

Carers Queensland - Branding Style Guide

The purpose of this document is to maintain consistency across all platforms of communication on behalf of Carers Queensland, both printed and electronic. Please read this simple guide and help support our brand by following its guidelines. Refer to the Marketing and Communication Policy for more details.

Thank you for your assistance in maintaining brand consistency for Carers Queensland.

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Carers Queensland - Branding Style Guide

Our Vision An Australia that values and supports carers.

Our Mission To improve the quality of life for caring families.

Our Values • Empathy • Integrity • Innovation • Inclusion

• Respect • Equality • Excellence • Fortitude

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Carers Queensland - Branding Style Guide

We Are Dedicated To Making Life Better With one in every eight Australians caring for a family member or friend, Carers Queensland is committed to providing specialised carer, aged, and disability support services. For 30 years, Carers Queensland has been working to advocate for equal rights, opportunities, and enhanced outcomes for families. We work within and value our local community, responding to unmet need with care and respect, assisting those who are disconnected through high-quality personalised support. Our objective is to ensure carers and the people they care for, achieve their goals, enhance their relationships, and can move forward with a life based on their own decisions and choices.

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Carers Queensland - Branding Style Guide

Colours Primary Colours

PANTONE: 7418 C CMYK: 8, 83, 55, 5 RGB: 205, 84, 91 #CD545B

PANTONE: 7690 C CMYK: 95, 41, 10, 0 RGB: 0, 118, 168 #0076A8

PANTONE: Cool Gray 8 CMYK: 23, 16, 13, 46 RGB: 136, 139, 141 #888B8D

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Carers Queensland - Branding Style Guide

Corporate Fonts

Avenir Light

The primary corporate fonts are from the Avenir family.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Use Avenir LIGHT as the body copy and HEAVY as a highlight font. Oblique versions may be used No other fonts should be used except in cases where another logo font is required. EG: in a supplied logo from National Carers Week.

Avenir Light Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Avenir Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Avenir Heavy Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

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Carers Queensland - Branding Style Guide

Font usage in email, e-news, web... Where the Avenir family is not available, Arial can be substituted. Do not use Arial and Avenir in the same document. No other fonts should be used except in cases where another logo font is required eg, in a supplied logo from national Carers Week.

Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Arial Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Arial Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

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Carers Queensland - Branding Style Guide

Full colour Logo Variations Full colour logos are available in line and stacked versions. They are also available in Spot Colour (PMS) versions. The full colour logo must always be shown on a white background, and is not permitted to be used on any coloured backgrounds.

Logo History The Carers Queensland logo icon represents two people - the carer and the person they care for - one person supporting the other.

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Carers Queensland - Branding Style Guide

Mono Logo Variations Mono logos are available in inline and stacked versions.

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Carers Queensland - Branding Style Guide

Reversed Logo Variations The reversed logo may be placed over any of the three primary colours.

Thank you for your assistance in maintaining brand consistency for Carers Queensland.

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Carers Queensland - Branding Style Guide

Logo Usage The logos supplied should not be altered in any way. Please do not alter or use the logo in the ways shown to the right

Do not skew or distort the logo. Do not scale the logo disproportionately.

Do not replace the corporate colours with any other colours.

Do not use the graphic on its own or with any other text.

Do not place the logo over an image background - only reversed over primary colours.

Thank you for your assistance in maintaining brand consistency for Carers Queensland.

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Carers Queensland - Branding Style Guide

Logo Usage Do not use the logo too small. Always allow breathing space around the logo.

Minimum logo size 11mm h x 18mm w Calculating breathing space

Minimum logo size 7mm h x 25mm w

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Carers Queensland - Branding Style Guide

The Tag Line The tag line ‘Making life better’ is in the corporate font Avenir Oblique Light. It can appear in solid text or reversed from the corporate suite of primary colours. Note: the tag line does not have to appear on all material. It may also be integrated into a heading or other copy. The size of the tag line used must be in balance with the size of the logo used and must not dominate the logo.

Making life better Making life better Making life better Making life better

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Carers Queensland - Branding Style Guide

NDIS Partner Logo Carers Queensland are partners with the National Disability Insurance Scheme (NDIS) to deliver the Local Area Coordinator Partners in the Community Program. All communication materials relating to this program use the dual NDIS partner logo. The National Disability Insurance Agency (NDIA) has developed consistent guidelines for all media and communications activity. For further information please refer to the ‘NDIS Co-branded Partner Guidelines’ and / or ‘Partners in the Community Communication Guidelines’ available in SharePoint or on request. Note: the figures above are excerpts from NDIS Guidelines.

Thank you for your assistance in maintaining brand consistency for Carers Queensland.

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Carers Queensland - Branding Style Guide

Other Co-Branding When using the Carers Queensland logo with other partner logos, it should be of similar height and size. Spacing requirements around the logo need to be adhered to, with the minimum clear space determined by the dimensions of the logo. Ensure high resolution versions of all logos are used to avoid blurred or a pixelated effect.

Thank you for your assistance in maintaining brand consistency for Carers Queensland.

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Carers Queensland - Branding Style Guide

Third Party Usage A third party can only use the Carers Queensland logo with written authorisation from the Marketing and Communications or Executive team(s). Any organisation we co-brand with must align with organisational values and ethics. Carers Queensland reserves the right to withdraw permission to use the organisation’s name and logo, or any component of it, at any time and for any reason, and may take action to terminate any inappropriate or unauthorised use.

Thank you for your assistance in maintaining brand consistency for Carers Queensland.

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Carers Queensland - Branding Style Guide

Use of Images Images are a core feature across our collateral, used to evoke emotion and communicate a specific message. All images must be high quality, high resolution, and un-pixelated. We have a library of pre-approved images available via SharePoint or on request. Images must never be downloaded from the internet and used without permission in any media - this includes c­ lip art and memes. If you are unsure, please contact the Marketing and Communications team.

Thank you for your assistance in maintaining brand consistency for Carers Queensland.

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Carers Queensland - Branding Style Guide

Stationery Carers Queensland Ltd. ABN: 20 061 257 725 ACN: 618 755 490 Funded by Commonwealth and State Governments

A complete stationery suite has been created and is the only acceptable stationery to be used under the Carers Queensland name and brand.

PO Box 179 Holland Park Qld 4121 P 07 3900 8100 F 07 3843 1403 E [email protected] W carersqld.com.au

with compliments PO Box 179 Holland Park Qld 4121

P 07 3900 8100 F 07 3843 1403 E [email protected] W carersqld.com.au

John Citizen General Manager

15 Abbott Street, Camp Hill QLD 4152 P 07 3900 8100 E [email protected] W carersqld.com.au

1800 242 636

1800 242 636

CARER ADVISORY SERVICE

CARER ADVISORY SERVICE

Making life better

Making life better

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Carers Queensland - Branding Style Guide

Marketing Material In order to maximise our image and message within the public domain, Carers Queensland’s Marketing and Communication team has a suite of marketing material to guide the design of all marketing and communications.

I N V I TAT I O N

GALA LUNCH Making life better

You are cordially invited to the national launch event of Carers Week 2017, and the 14th annual Gala Lunch. Join host Spencer Howson, and special guest Robyn Moore, as we celebrate National Carers Week (15 - 21 October), and the outstanding contribution unpaid carers make to our nation. We will also announce the winners of our Carer-Friendly Business Awards, acknowledging those individuals and businesses who have made a real difference in our community. WHEN: Friday 13 October WHERE: St Lucia Golf Links, Carawa Street, St Lucia Welcome drinks and canapés from 11.30am Official presentation and lunch 12.00pm – 2.30pm BUY YOUR TICKETS NOW Individual tickets - $110 or book a table of ten. GST inclusive. Seats are limited Bookings close Monday 9th October Go to: trybooking.com/286435 or phone us on 1800 242 636

carersqld.com.au

CARER ADVISORY SERVICE

Whether you’re interested in education and training, counselling, looking for a carer support group or want to get some information about carer payments, we can help you.

1800 242 636 carersqld.com.au Making life better

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Carers Queensland - Branding Style Guide

Templates Word and PowerPoint templates for electronic versions of our stationery have been developed and are available on SharePoint.

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Managing Stress

MAIN HEADING

This Factsheet is intended as a guide only. It was developed to assist carers to navigate the maze of services available. Every effort was made at the time of printing to ensure the accuracy of information.

loved one or relative and face an uncertain future; a feeling you are losing control of every situation in your life or you have too much to do and no time to do it - are these are major stressors which can raise blood pressure, cause sleep loss and affect your mood to the point of depression, leading to greater health problems and a poorer quality of life.

Signs you are stressed

• The feeling you just can’t cope anymore. • Headaches, lack of appetite or constant worrying about the future or past incidents. • Constant feelings that you are not managing your caring role anymore or other constant worrying thoughts about appointments, finances and bills. • Feeling of hopelessness, like I am never going to fix this mess. • Finding it hard to deal with or be tolerant with the person you care for or people around you.

Additionally, templates for electronic versions of some of our marketing material are also available eg, event invitations. The majority of our marketing material needs to be developed for purpose and on request to the Marketing and Communications team.

FACT SHEET

Stress is a normal reaction to the challenges and changes of everyday life. Minor levels of stress can be helpful, giving you the motivation, energy and focus to overcome most of life’s challenges. However, constant and prolonged stressful situations will end up affecting your health, decision making processes and ability to continue in your caring role. Carers Australia’s own Carers Wellbeing Survey has found carers are amongst the most disadvantaged group in our society with the lowest collective wellbeing of any group and exhibit higher levels of depression, financial strain and social isolation than the average Australian. The stress levels and health effects of caring means that 65% of unpaid family carers pass away before the person they are caring for.

It is time to talk

Carers Queensland aims to improve the quality of life for all carers throughout Queensland. If this factsheet is ringing any bells, now is the right time to have a chat about the stress your caring role has on you. We have a free counselling service that can be accessed by phone or face to face with a person who understands what your life and caring role is like for you. Please feel free to ring 1800 242 636 and we can help you take one of the first steps in taking care of your own physical and mental wellbeing. You can begin to get support and information on the best ways to improve your situation and start to work on controlling the triggers, mindsets and effects of stress.

What causes stress?

Sub Heading

As a carer you already know what causes you stress. The decisions you need to make regarding the person you care for are many and varied and the parent, partner or child may not make the daily plans and routines any easier for you as well. Whether it is the decision to give up a working life to care for a

Insert your text here!

Note: •

All templates provided can be edited

•

Only specified sections of the templates can be edited, and the colour and font size are pre-set for your convenience

•

Images can be replaced with a new image selected from our photo library

•

The design itself is not to be altered.

HEADLINE HEADLINE HEADLINE Subhead copy

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Carers Queensland - Branding Style Guide

Merchandise Carers Queensland uses a range of merchandise for different reasons during the year eg, Carers Week or events. We sometimes need additional items for specific funding projects or services. All merchandise should be procured via the Marketing and Communications team to ensure brand consistency, and the most competitive quote with existing partners.

Thank you for your assistance in maintaining brand consistency for Carers Queensland.

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Carers Queensland - Branding Style Guide

Signage All new / updated building signage needs to be directed to Marketing and Communications in the first instance. The Carers Queensland signage guide will need to be followed to ensure sign layout consistency across all Carers Queensland offices. Additional processes and guidelines are available via SharePoint.

Thank you for your assistance in maintaining brand consistency for Carers Queensland.

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Carers Queensland - Branding Style Guide

Writing Style Guide

Language, Tone and Style

A commitment to providing specialised support services to caring families includes a willingness to communicate clearly with each one of them.

Carers Queensland’s style is friendly, knowledgeable and assertive. •

Use clear communication and avoid using ambiguous words or jargon

To that end, internal and external communications should reflect our values and convey the work we do. Content is to be produced in a style consistent with the tone and approach of Carers Queensland. Consistency in writing can reduce inaccurate information and plays an important role in our branding and positioning.

•

Write less, say more- when you write with brevity, you make your points quickly and you don’t waste words.

•

Write in the first person where appropriate: social media, web or marketing copy

•

Write in the third person when writing about a service provider or any other organisation. Any reference to “we” in Carers Queensland communications refers to Carers Queensland only.

•

Always use active voice

The following is a Writing Style Guide for Carers Queensland’s staff to use when writing content for internal and external audiences. These rules apply to all content produced by Carers Queensland.

A General Rule The first thing you should consider when you start writing is your audience. Before you put words to a paper, think about the people who need to read your work. Then, write for them.

Active

Passive

Carers Queensland provides support services

Support services are provided by Carers Queensland

Here, some useful information on the craft of writing:

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Carers Queensland - Branding Style Guide

Words and Phrases

Times and Dates

Do use

Don’t use

Carers Queensland

Carers QLD

Person/ people they care for or client

Recipient

States and territories

States and Territories

carersqld.com.au

www.carersqld.com.au

And

Ampersand (&) except heading or business name

Statewide

State-wide

•

Dates are written formally (day, date, month, year): Tuesday, 19 October, 2017

•

Times are written in a simple format, using full stops: 12 pm, 12.30 pm

Text formatting •

Use Italics for foreign words such as laissez-faire. Not book names, songs or journals

•

Use bold sparingly, ideally only for headings

•

Don’t use justified text, range left for readability

Numbers and Percentages

Punctuation

•

Spell out numbers from one to ten, and 11 upwards in digits.

Apostrophe - to indicate possession.

•

If you’re talking percentages in text, write the word percentage. In headings or graphics, use the % symbol.

•

Never start a sentence with a numeral. Spell it out or rearrange the sentence.

•

Write thousands using a comma: 5,456

•

Ordinal numbers: use second, not 2nd.

Do use

Don’t use

Carers’ concerns (plural)

Carer’s concerns

The carer’s situation (singular)

The carers’ situation

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Carers Queensland - Branding Style Guide

Bullet Points and Lists

Quotation Marks

It’s nice to use lists, especially if you have three or more related items. As a general rule, if you need dot points:

Use double quotation marks for direct quotes and single for a quote within a quote:

•

don’t capitalise, unless it is a proper noun, name, acronym or complete sentence

Direct quotes

Quote within a quote

•

no punctuation after list items, except the final one

•

use full stop if each point is a complete sentence

“The workshop was very informative.”

“The participant told the facilitator, ‘this workshop was the most informative I have ever been to.’”

For numbered lists, the rules are the same.

Capitals Do not use capital letters unless is required. CAPITALS read as if you were shouting. •

Capital letters can be used for titles and proper nouns or names

•

The word carers should always have a lowercase c, unless at the beginning of a sentence or part of the name of a program

•

Check best practice when writing the name of a condition such as Alzheimer’s, Down’s syndrome or dementia (lowercase)

Punctuation for full quotes goes inside the speech marks. If it’s just a fragment of speech, the punctuation remains outside speech marks. Full quotes

Fragment of a speech

Jane said, “the participant told us the workshop was very informative.”

Jane reported that the participant found the workshop to be “very informative”.

Acronyms •

Use acronyms as sparingly as possible and use them correctly.

•

Always write out the full name first, and then use the acronym from there on in.

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Carers Queensland - Branding Style Guide

Dashes and Hyphens

Inclusive Language

Hyphen - connects two words or makes compound adjectives. Connecting two words

Compound adjectives (noun + adjective)

t-shirt

goal-oriented

zig-zag

Community-based services

Dash - to indicate a range or a pause, or to separate groups of words. En dash (-): used to separate numbers and phrases (minus sign on numeric keypad) •

page 34-46 (no spaces either before or after them)

•

The mayor-he was in office at the time of the scandal-denied any knowledge of the events (no spaces either before or after them)

Em dash (—): can take the place of commas, parentheses, or colons. (Ctrl + Alt+ Minus sign) •

When the car was finally delivered—nearly three months after it was ordered—she decided she no longer wanted it.

•

After months of deliberation, the jurors reached a unanimous verdict—guilty.

Do use

Don’t use

Person with disability

Disabled person, person with a disability

Person with [specify disability] (for example person with autism spectrum disorder)

Autistic person

Person who uses a wheelchair, or wheelchair user

Wheelchair -bound

Aboriginal people

The Aboriginal people

Aboriginal and Torres Strait Islanders

ATSI

Other sex

Opposite sex

Sexuality or sexual orientation

Sexual preference

LGBTI communities

LGBTI community

Pronouns - he, him, his, she, her, hers, himself, herself.

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Thank you for your support!

Thank you for your assistance in maintaining brand consistency for Carers Queensland.