Introduction

3

Hearts Hands Minds

3

Brand idea

4

Our manifesto

5

Our messaging framework

6

Guiding principles

7

How to apply these principles in design

8

Core toolkit

9

Tone of voice

10

Personality

11

How our guiding principles

inform our voice

12

Flexing our tone of voice

13

Writing samples

14

Logo

22

Formats

23

Specifications

24

Text lock‐ups

25

Usage

26

Master Brand Logo System

27

Brand Architecture Summary – Usage

28

Brand Architecture Summary

29

– Examples

Brand Architecture Summary

30

– Do’ s and Don’ ts

Size

31

Co-branding

32

UNSW sub-brands

33

Typography

34

Our typefaces

35

Alternate characters

36

Usage

37

Headline styles

38

Progress for All

39

Three forms

40

Logo with Progress for All lock-up

41

Logo with Progress for All

42

lock-up examples

Typographic headline treatment

43

Typographic headline

treatment examples

44

Within body copy

45

Iconography

46

Icon style

47

Graphic devices

48

DNA

49

Flat shapes

50

Pattern shapes

51

Variation

53

Print finishes

54

Colour

55

Proportion

56

Accent palette use

57

Specifications

58

Compliance

59

Tint use

60

Accent tint overview

61

Accent tint use

62

Infographic use

65

Pattern & shape use

66

Pattern & shape examples

67

Applications spectrum

68

System

69

Grid

70

Building a grid

71

Layout flex options

72

Digital ads

73

Image cropping overview

74

Image cropping

75

Photography

79

Overview

80

Spectrum

81

People

82

Places

83

Subject matter

84

UNSW Canberra

85

Employee communications

86

International students – India

87

International students – China

88

Image checklist

89

Grading

94

Cropping

96

Depth of field

97

Image in application

98

Must-haves

101

University and campus names

102

Faculty and campus names

103

Accreditation

104

Email signature

105

Email banners

106

Inclusive and accessible design

107

Applications

108

Stationery

109

Business cards

110

PowerPoints

111

Edm headers

112

Digital ads

113

Digital screens

114

Statement of attainment

116

Email signatures

117

Pull up banners

118

Media wall

119

Future students homepage

120

Undergraduate guide

121

Business reports

122

Expo plinths

125