Campus Living Villages Date issued

Brand Guidelines June 2011

basic
elements
Campus Living Villages
Brand Guidelines
Basic elements Page
2

Basic elements Introduction

Brand guardianship
3
4
Co-branding
Basic principles
33
34
Contents Our brandmark 5 Special circumstances 35
Incorrect co-branding 36

Masterbrand 6
Positive version 6 Colour 37
Reverse version 7 Palettes 38
Mono versions 8
Clear space 9
Typography 39
Minimum size 10
Primary typeface 39
Incorrect usage 11
Secondary typeface 40
V-star usage 12
Corporate typography 41
Village typography 42
Corporate identities 14
Funds management 15
Photography 43
Student portraits 43
Village identities 19 Candid student life 44
Naming variations overview 20 Architecture in use 45
Naming variations 21 Properties 46
Staff 47
Formats 48

Useful information 49

Campus Living Villages Pty Ltd

CLV brand guidelines (basic

elements) issued June 2011.
Graphics and colours in this
guideline are indicative only.
Always use the digital artwork
obtained from the brand manager.
Campus Living Villages
Brand Guidelines
Basic elements Page
3

Introduction

we aspire to set the standard

in student accommodation.
we create the place to live,
learn and grow.
Campus Living Villages is a dynamic and
progressive business that creates positive
opportunities for people the students
that live in our villages, the educational
institutions we develop relationships with,
the investors that enable us to grow and
of course, the staff that make it happen.
Achieving such a high benchmark requires a
sustained effort and continual development
through a relevant, meaningful presence.
Our brand is the integral force that helps
us deliver to our clients, engage those that
work with us and clearly position ourselves
in the global marketplace. It represents, in
a clear and consistent manner, who we are,
what we do and how we do it.
So that we can all help build our brand
and therefore our business its important
that all of our communication reflects our
values and personality and leaves the right
impression with our audiences.
Using these guidelines as described will
enable us all to deliver clearly positioned
communication to everyone we reach
and bring our brand to life in fresh and
appropriate ways.
Campus Living Villages
Brand Guidelines
Basic elements
Introduction
Brand guardianship
everyone has an important
role in managing and
implementing our brand.
A brand is a collection of experiences
that create an image of our business
in the minds of our stakeholders.
An important part of creating a
strong brand resides in the name,
logo, advertising and communication.
Our reputation and personality is
also based on peoples experience of
the business, from the quality of our
product, to interactions with our staff.
Every experience contributes to this
impression. Therefore we all have
an important role in managing and
implementing our brand.
Page
4
Approval process A Brand Guideline folder will be available
to marketing staff at head office and
It will be the responsibility of each CLV
key suppliers. Electronic versions will
staff member to ensure that materials
be provided to all staff to refer to when
produced either at the villages or at head
working on marketing communication.
office are designed in accordance with
these CLV Brand Guidelines. It is the For any further information,
responsibility of head office marketing please contact:
staff provide guidance and direction
Brand Manager
and to ensure brand consistency.
Pier 8/9 Walsh Bay, 23 Hickson Road
When the Campus Living Villages logo
Sydney NSW 2000 Australia
or a CLV Village logo appears on any
communication, CLV staff must seek d +61 2 9270 1629 t +61 2 9270 1600
approval from marketing at head office f +61 2 9270 1601
and follow the required processes to
have this material supplied.
Campus Living Villages
Brand Guidelines
Basic elements Page
5
Introduction
Our brandmark

The v-star symbol

The cornerstone of our corporate
identity program is the brandmark, the
v-star, which symbolises our promise
to our customers and the attributes
of our personality, both as individuals
and as a business.
Only through consistent, unvarying
reproduction can our brandmark realise
its potential as one of our business
most important assets.
The form created represents a global
network of connected villages and the
hub of a dynamic student community.
While the form is simple, colour has been
used in a dynamic way to visually animate
the symbol, and represents the ongoing
cycle of Live, Learn, Grow.
The v-star must never be recreated in
any way by either manual or electronic
methods. Please ensure you only use
master artwork.

Artwork Reference

Only use artwork files

provided and only in the
colours recommended.

4-colour print
CLV_Symbol_Pos_CMYK.eps

Spot colour (in 2-colours)

CLV_Symbol_Pos_PMS.eps
Campus Living Villages
Brand Guidelines
Basic elements Page
6
Masterbrand
Positive colour version

The v-star Logotype

Artwork Reference The v-star and logotype lock-up A customised logotype Consistency
CLV_Logo_Pos_CMYK.eps
The Campus Living Village masterbrand is For the typographic element of our Both the brandmark and the logotype are
Only use artwork files
provided and only in the
made up of two elements the v-star and masterbrand, a specially crafted logotype in a fixed relationship which must never
colours recommended. the customised logotype. All other CLV has been created based on a contemporary be modified or repositioned in any way.
identities are based on this foundation. typeface. Customising the logotype ensures
As a general rule, the positive version of the
the whole identity is unique to CLV.
CLV masterbrand is the preferred version,
however, it may be necessary to use a
reverse version (see Basic Elements page 7).
Campus Living Villages
Brand Guidelines
Basic elements Page
7
Masterbrand
Reverse version

Artwork Reference Reverse application

CLV_Logo_Rev_CMYK.eps
In many applications, including signage
Only use artwork files
provided and only in the
and collateral, the masterbrand appears
colours recommended. on a charcoal grey background. Where this
occurs, the campus living type appears in
white as shown here. This is the preferred
application as it makes the whole
masterbrand lock-up legible.
Campus Living Villages
Brand Guidelines
Basic elements Page
8
Masterbrand
Mono versions

One colour or black and white

Wherever possible, the full colour version
of the masterbrand should be used.
However, where the use of the preferred
full colour masterbrand is neither possible
nor suitable due to specific restrictions on
cost or manufacturing methods, the black
or white version can be used. Mono logo
usage is appropriate on documents for
internal use.

Mono Reverse
Artwork Reference
CLV_Logo_Pos_BLACK.eps

Mono Reverse
Artwork Reference
CLV_Logo_Rev_WHITE.eps

Only use artwork files

provided and only in the
colours recommended.
Campus Living Villages
Brand Guidelines
0.5x
Artwork Reference
CLV_Logo_Pos_CMYK.eps
Only use artwork files
provided and only in the
colours recommended.
Basic elements Page
9
Masterbrand
Clear space
0.5x
0.5x
Minimum clear space
When using the masterbrand, a clear space
area guarding against the encroachment
of type, illustrations or any other graphic
element must be maintained. There may be
rare occasions or applications where the
clear space guide may differ, for example in
signage and online. Unless you are creating
a specialised application with its own guide,
the clear space shown must be adhered to.
Campus Living Villages
Brand Guidelines
8mm
Artwork Reference
CLV_Logo_Pos_CMYK.eps
Only use artwork files
provided and only in the
colours recommended.
Basic elements Page
10
Masterbrand
Minimum size
Minimum size
The minimum recommended print size for
the full colour masterbrand is based on the
height of the v-star symbol being 8mm high.
Most reproduction methods have some
limitations. Ensure that the size selected
suits the process being used and that the
masterbrand is reproduced clearly.
Campus Living Villages
Brand Guidelines
Basic elements Page
11

Masterbrand
Incorrect usage

campus living

Do not change proportional and positional
relationships of the masterbrand elements.
The identity must be represented in full on
all communication.
Do not change the colour relationships
or introduce additional colour elements
without the express permission of the
brand manager.
Do not attempt to trace or recreate the
masterbrand or add graphic elements to
the identity.
Only use artwork files
Do not place the full colour masterbrand provided and only in the
on inappropriate colours or detailed colours recommended.
backgrounds that inhibit the clear legibility
of the masterbrand.
Campus Living Villages
Brand Guidelines
Basic elements Page
12

Masterbrand
v-star usage

The v-star symbol is not available PANTONE 3125 Cyan

for general use and must not be + +
applied without the approval of
the brand manager.
To ensure consistency and cohesion
across all brand touch points, it
is mandatory to seek approval at
concept and final artwork stage when
proposing to use the v-star on its own.
PANTONE 375 Yellow
Generally, the v-star may only be = =
used on its own as a decoration, not
associated with any other brand or
joint venture, and it must appear
with the masterbrand or a village
identity in its entirety.

PMS CMYK RGB PANTONE 375

Application Lithographic Pantone Full colour lithographic CMYK Online and Screen printing
and Pantone screen printing and colour digital printing screen presentations single colour

CLV_Symbol_Pos_PMS.eps CLV_Symbol_Pos_CMYK.eps CLV_Symbol_Pos_RGB.png CLV_Symbol_Pos_ScreenPMS375.eps

Use this PMS version of the
artwork when the number of
colours must be controlled.
Only use artwork files For example, high quality printed
provided and only in the items like corporate presentation
colours recommended. folders and products like t-shirts.
When printing on dark grey
or black products a special
screen print reversed version
(CLV_Symbol_Rev_ScreenPMS.
eps) should be used, this has
a base of solid white ink.
Most printing of the v-star
will be done using the CMYK
version of the identity. For
example, A4 brochures or full
colour advertising. Where
screen printing is not possible
for t-shirts, try printing a
digital transfer in CMYK.
Only use this logo on screen
based applications, like
websites, or powerpoint
presentations. Screen
colour mixes are different
to printing colours.
Use this PMS version of the
artwork when a one colour version
is required. For example, some
product printing is very restrictive,
and overprinting multiple colour
screen tints sometimes cannot
be achieved.
Campus Living Villages
Brand Guidelines
Basic elements Page
13

Masterbrand
v-star usage

Do not attempt to place the full colour

v-star on any other colour apart from
white, CLV charcoal grey (to match
PANTONE 432 ), or in some cases black.
Do not attempt to modify the elements of
the logo or manipulate the colour. When
colour is intended for impact, consider
using the mono white or the mono black
version on a colour, rather than full colour.
A mono green V-star can also be used in
certain circumstances.

Only use artwork files

provided and only in the
colours recommended.
Campus Living Villages
Brand Guidelines
Basic elements Page
14

Corporate identities

the campus living villages

fund is the global leader in
the provision of on-campus
student accommodation.

The other corporate identity is Campus Living

Funds Management. The following pages
provide some basic guidelines to ensure this
identity is implemented consistently with
other corporate communications.
Campus Living Villages
Brand Guidelines
Basic elements
Corporate identities
Page
15

Funds management
Positive colour version

Artwork Reference The Campus Living Funds Management

CLVFM_Logo_Pos_CMYK.eps identity is made up of three key elements
Only use artwork files the v-star, the customised campus
provided and only in the living logotype and funds management
colours recommended.
subtext. All of these elements are in a fixed
relationship which must never be modified
or repositioned in any way.
Campus Living Villages
Brand Guidelines
Basic elements
Corporate identities
Page
16

Funds management
Reverse colour version

Artwork Reference In many applications, including most

CLVFM_Logo_Rev_CMYK.eps corporate communications, the Funds
Only use artwork files Management identity appears on a
provided and only in the charcoal grey background. Where this
colours recommended.
occurs, the campus living logotype
appears in white as shown here. This is
the preferred application as it makes the
whole identity much more legible.
Campus Living Villages
Brand Guidelines
Basic elements
Corporate identities
Page
17

Funds management
Mono versions

One colour or black and white

Wherever possible, the full colour version
of the identity should be used. However,
where the use of the preferred full colour
identity is neither possible nor suitable
due to specific restrictions on cost or
manufacturing methods, the black mono
or white mono version can be used. It is
suitable for use on internal documentation.

Mono Positive
Artwork Reference
CLVFM_Logo_Pos_BLACK.eps

Mono Reverse
Artwork Reference
CLVFM_Logo_Rev_WHITE.eps
Campus Living Villages
Brand Guidelines
0.5x
Artwork Reference
CLVFM_Logo_Pos_CMYK.eps
Only use artwork files
provided and only in the
colours recommended.
Basic elements
Corporate identities
Page
18
Funds management
Minimum clear space
0.5x
0.5x
Minimum clear space
When using the identity, a clear space
area guarding against the encroachment
of type, illustrations or any other graphic
element must be maintained. Unless you
are creating a specialised application with
its own guide, the clear space shown must
be adhered to.
Campus Living Villages
Brand Guidelines
Basic elements Page
19

Village identities
Introduction

campus living villages builds,

owns and manages student
accommodation for educational
institutions around the globe.

The following pages provide an overview

of village naming structure and some
basic guidelines to ensure the identities
are implemented consistently with other
corporate communications. Please refer
to the Village Applications Guidelines
for more detail.
Campus Living Villages
Brand Guidelines
Basic elements
Village identities
Page
20

Naming variations
Overview

Examples of owned,
managed and operated
assets that carry the
v-star brandmark

1 Institution name and village 2 Institution acronym and village 3 Institution name (or acronym) and village
logotype locked-up logotype locked-up with location sub-text

4 Property name logotype with student village 5 Property name logotype with
subtext. (Note: This naming structure usually institutions endorsement
applies to off-campus properties).

Managed unbranded assets

with no v-star

6 Logotype only

(Note: Logotypes set in the CLV corporate

typeface, are only to be used for communication
where CLV has sole intellectual property.)

Do not attempt to
re-create artwork.

Only use artwork files

provided and only in the
colours recommended.
Campus Living Villages
Brand Guidelines
Basic elements
Village identities
Naming variations
Page
21

Institution name and

village combined logotype
Positive CMYK
version shown

2 4

0.5x

0.3 x

x
3
0.3 x

1
0.5x

0.5 x

1 The v-star brandmark is the foundation 3 Logotype

of every identity. Notice that the logotype
has been specially aligned with points in
the v-star. Never attempt to modify this
relationship.
2 Horizontal distance between the logotype
and v-star has been specially created.
Never attempt to modify this relationship.
Although a rough indication of size
relationship is demonstrated, the type
has been specially crafted and should
never be modified.
4 Clear space
As the size of the logotype is variable the Positive mono (black) version
clear space around the identity is based on shown here at minimum size, no smaller than
half the height of the v-star. 8mm high brandmark.
Campus Living Villages
Brand Guidelines
Basic elements
Village identities
Naming variations
Page
22

Institution name and

village combined logotype
Reverse CMYK
version shown
Only use artwork files
provided and only in the
colours recommended.
Do not attempt to
re-create artwork.

Reverse mono (white) version

shown here at minimum size, no smaller than
8mm high brandmark.
Campus Living Villages
Brand Guidelines
Basic elements
Village identities
Naming variations
Page
23

Institution acronym
and village logotype
Positive CMYK
version shown

2 4

0.5x

x 0.45x

1
0.5x

0.5 x

1 The v-star brandmark is the foundation 3 Logotype

of every identity. Notice that the logotype
has been specially aligned with points in
the v-star. Never attempt to modify this
relationship.
2 Horizontal distance between the logotype
and v-star has been specially created.
Never attempt to modify this relationship.
Although a rough indication of size
relationship is demonstrated, the type
has been specially crafted and should
never be modified.
4 Clear space
As the size of the logotype is variable the Positive mono (black) version
clear space around the identity is based on shown here at minimum size, no smaller than
half the height of the v-star. 8mm high brandmark.
Campus Living Villages
Brand Guidelines
Basic elements
Village identities
Naming variations
Page
24

Institution acronym
and village logotype
Reverse CMYK
version shown
Only use artwork files
provided and only in the
colours recommended.
Do not attempt to
re-create artwork.

Reverse mono (white) version

shown here at minimum size, no smaller than
8mm high brandmark.
Campus Living Villages
Brand Guidelines
Basic elements
Village identities
Naming variations
Page
25

Institution name and village

with location sub-text
Positive CMYK
version shown

2 5

0.5x

3
0.33x

0.23x

1 4

0.5x

0.5 x

1 The v-star brandmark is the foundation 3 Logotype 5 Clear space

of every identity. Notice that the logotype
has been specially aligned with points in
the v-star. Never attempt to modify this
relationship.
2 Horizontal distance between the logotype
and v-star has been specially created.
Never attempt to modify this relationship.
Although a rough indication of size
relationship is demonstrated, the type
has been specially crafted and should
never be modified.
4 Location sub-text
Some large educational institutions have
campuses in several locations, in which case
the location of the village is identified in
slightly smaller type.
As the size of the logotype is variable the
clear space around the identity is based on
half the height of the v-star.
Positive mono (black) version
shown here at minimum size, no smaller than
8mm high brandmark.
Campus Living Villages
Brand Guidelines
Basic elements
Village identities
Naming variations
Page
26

Institution name and village

with location sub-text
Reverse CMYK
version shown
Only use artwork files
provided and only in the
colours recommended.
Do not attempt to
re-create artwork.

Reverse mono (white) version

shown here at minimum size, no smaller than
8mm high brandmark.
Campus Living Villages
Brand Guidelines
Basic elements
Village identities
Naming variations
Page
27

Property name logotype

with student village sub-text
Positive CMYK
version shown

2 5

0.5x

3 0.33x

0.23x

1 4

0.5x

0.5 x

1 The v-star brandmark is the foundation 3 Logotype 5 Clear space

of every identity. Notice that the logotype
has been specially aligned with points in
the v-star. Never attempt to modify this
relationship.
2 Horizontal distance between the logotype
and v-star has been specially created.
Never attempt to modify this relationship.
Although a rough indication of size
relationship is demonstrated, the type
has been specially crafted and should
never be modified.
4 Student village
Any off-campus accommodation not
exclusively linked to an educational
institution requires this supporting type,
or where permission to use the institutions
name is refused.
As the size of the logotype is variable the
clear space around the identity is based on
half the height of the v-star.
Note: This is the recommended naming
structure for off-campus sites and sites
where there is no clear relationship with Positive mono (black) version
a particular educational institution. shown here at minimum size, no smaller than
8mm high brandmark.
Campus Living Villages
Brand Guidelines
Basic elements
Village identities
Naming variations
Page
28

Property name logotype

with student village sub-text
Reverse CMYK
version shown
Only use artwork files
provided and only in the
colours recommended.
Do not attempt to
re-create artwork.

Reverse mono (white) version

shown here at minimum size, no smaller than
8mm high brandmark.
Campus Living Villages
Brand Guidelines
Basic elements
Village identities
Naming variations
Page
29

Property name logotype

with institutions endorsement
Positive CMYK
version shown

2 5

0.5x

0.30x
x

0.15x

1 4

0.5x

0.5 x

1 The v-star brandmark is the foundation 3 Logotype 5 Clear space

of every identity. Notice that the logotype
has been specially aligned with points in
the v-star. Never attempt to modify this
relationship.
2 Horizontal distance between the logotype
and v-star has been specially created.
Never attempt to modify this relationship.
Although a rough indication of size
relationship is demonstrated, the type
has been specially crafted and should
never be modified.
4 Institution endorsement is recommended
when the student accommodation is
reliant upon a strong institution brand or
reputation, or a demonstrated relationship
with an institution. Note: This requires the
consent of the institution..
As the size of the logotype is variable the
clear space around the identity is based on
half the height of the v-star.
Positive mono (black) version
shown here at minimum size, no smaller than
8mm high brandmark.
Campus Living Villages
Brand Guidelines
Basic elements
Village identities
Naming variations
Page
30

Property name logotype

with institutions endorsement
Reverse CMYK
version shown
Only use artwork files
provided and only in the
colours recommended.
Do not attempt to
re-create artwork.

Reverse mono (white) version

shown here at minimum size, no smaller than
8mm high brandmark.
Campus Living Villages
Brand Guidelines
Managed unbranded sites
Logotype only
Positive version shown
Managed unbranded sites will be represented
in logotype form on CLV branded collateral in
two versions only a black mono version for
light backgrounds and a mono white version on
dark backgrounds.
There is no use of the v-star brandmark,
colour or positioning statement other than the
acknowledgement of CLV as property manager
through use of type.
Basic elements
Village identities
Naming variations
Page
31
Clearspace around the logotype is therefore
dependent on the name. The logotype is
specially crafted from the primary CLV typeface.
Never attempt to re-create this artwork. As a
general rule the height of the letter V will be
used to determine the minimum clear space.
This representation is required on all Indicative minimum size
CLV branded materials and IP. Minimum size is dependent on the size of the
lowercase letters. The x-height (or lower case
letters) should never be any smaller than 4mm
high in print, as shown above.
Campus Living Villages
Brand Guidelines
Basic elements
Village identities
Page
32

Managed unbranded sites

Logotype only

Indicative minimum size

Minimum size is dependent on the size of the
lowercase letters. The x-height (or lower case
letters) should never be any smaller than 4mm
high in print, as shown above.
Campus Living Villages
Brand Guidelines
Basic elements Page
33

Co-branding

one of our key points of

difference is our philosophy
of partnership.

The following pages provide an overview

of village co-branding and some basic
guidelines to ensure the identities
are implemented consistently while
acknowledging our partner institutions.
Please refer to the Village Applications
Guidelines for more detail.
Campus Living Villages
Brand Guidelines
Basic elements Page
34

Co-branding
Basic principles

>> Co-branded communication must give

equal legibility to both the CLV identity variable width within clear space rules
and the partner logo. In most cases, the
partner logo must not be larger than the
CLV v-star.
>> The partner logo must be used on the
opposite side of the communication
and aligned within the height of the CLV
brandmark in some way.
1
>> Recommend mono usage of partners
identity to ensure accuracy of
reproduction. Permission must always
be gained from the institution before
incorporating on CLV materials.
>> Clear space rules regarding the CLV
logo must always apply.
>> The partner logo must not be stacked variable width within clear space rules
on top of or below the CLV logo.
>> Please ensure the colours in the partner
logo are legible on CLV communication.
The example shown has mono versions
of the partner logo on CLV based
communication.

1 Positive version 2
with positive mono version of partner logo
2 Reverse version
with reverse mono version of partner logo
Campus Living Villages
Brand Guidelines
Basic elements Page
35

Co-branding
Special circumstances

The CLV identity always appears in a

horizontal orientation. If the partner logo is variable width within clear space rules
represented in a vertical orientation only,
or contains elements that are illegible in
this format, the following principles apply:
>> Co-branded communication must give
equal legibility to both the CLV identity
and the partner logo.
>> The partner logo must be used on the
1
opposite side of the communication
and should be aligned to the base of
the CLV v-star symbol.
>> Clear space rules regarding the CLV
logo must always apply.
>> The partner logo must not be stacked
on top of or below the CLV logo.
variable width within clear space rules
>> Please ensure the colours in the partner
logo are legible on CLV communication.
The example shown has mono versions
of the partner logo on CLV based
communication.

1 Positive version
with positive mono version of partner logo
2 2
Reverse version
with reverse mono version of partner logo
Campus Living Villages
Brand Guidelines
Basic elements
Co-branding
Page
36

Incorrect co-branding

Too close
Please obtain sign-off
Do not place the partner logo immediately from your brand manager
when endorsing major
next to the village identity. Follow the
campaigns or events.
minimum clear space rules in the guideline
which allows sufficient space between Please obtain sign off from
the institutions brand
each identity. Avoid placing partner logos manager before publishing.
to the left of the village identity. The village
identity must always appear on the left. Only use artwork files
provided and only in the
colours recommended.

Wrong colour

Do not attempt to place colour logos on

coloured backgrounds other than colours
in the CLV palette. If CLV endorses partner
communication on a coloured background,
select the mono black or mono white version.

Too small unbalanced relationship

Do not increase elements of the partner

logo larger than the CLV brandmark. As
a general rule, partnership will be best
represented by using a horizontal version
of the partner logo that sits completely
within the height of the v-star.
Campus Living Villages
Brand Guidelines
Basic elements Page
37
Colour
Introduction

Primary colour palette:

inspired by the South Pacific Grow
The naturally inspired colour palette is Motivating
true to CLVs roots in the South Pacific Dynamic
and reflects our brand essence Optimistic
Live, Learn, Grow. It evokes optimism
and the sense of wide open spaces.
The traditional CLV lime green has been
strengthened and is set against a solid
foundation of charcoal grey, creating a
dynamic contrast and greater legibility.
An aqua blue colour has been added to the Learn
primary palette, to extend the depth of A solid foundation
identity application and to position CLV Sophistication
as a more contemporary organisation. Balance

Live
Harmonious
Calming
Confident

Only use artwork files

provided and only in the
colours recommended.
Campus Living Villages
Brand Guidelines
Basic elements Page
38
Colour
Palettes

Primary palette
CLV lime green PANTONE 375
Colours have been specially created CMYK
for each type of application. Lithographic C40 . M0 . Y100 . K0
(or offset) printing will use the PANTONE RGB
Matching System, or PMS). Digitally R146 . G212 . BO
printed files use CMYK. Screen based
communication takes RGB.

CLV charcoal grey PANTONE 432

CMYK
C25 . M8 . Y0 . K83
RGB
R55 . G66 . B74

CLV aqua blue PANTONE 3125

CMYK
C80 . M0 . Y20 . K0
RGB
R0 . G176 . B202

Secondary palette

Secondary colours are only to be used

as highlights when primary colours
have already been exhausted within
the communication. PANTONE 339 PANTONE 137 PANTONE 266 PANTONE 199 PANTONE Process Black
CMYK CMYK CMYK CMYK CMYK
C75 . M0 . Y55 . K0 C0 . M40 . Y100 . K0 C80 . M80. Y0 . K0 C0 . M100. Y65 . K0 C0 . M0. Y0 . K100
RGB RGB RGB RGB RGB
R0 . G184 . B165 R250 . G166 . B26 R80 . G80 . B160 R208 . G16 . B58 R0 . G0 . B0
Campus Living Villages
Brand Guidelines
Primary typeface
apex new
a contemporary sans
typeface to bring more
consistency between clv
and its properties
Apex New is the preferred typeface
for customer-facing and external
communications. Any professional
marketing collateral, advertising or online
communication must be set in Apex New.
All system-generated letters or PC word
processing communication should be set
in the supporting typeface, Verdana
(refer page 40).
Basic elements
Typography
Type weights and sizes should be limited
to those defined in the document
templates provided, refer to Village
Applications and Corporate Applications
documents. Suitability of these generic
rules must be checked for each new type
of communication.
Page
39
Book
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
Book Italic
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
Medium
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
Bold
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
Heavy
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
Campus Living Villages
Brand Guidelines
Basic elements
Typography
Page
40

Secondary typeface

The secondary typeface should only be Verdana Regular

used for internal documentation when the
primary typeface is unavailable.
Verdana has been selected as a supporting
abcdefghijklmnopqrstuvwxyz
typeface and is reserved for all online abcdefghijklmnopqrstuvwxyz
and PC word processing communication,
such as stationery, reports, PowerPoint
presentations and email. Verdana Bold

abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
Campus Living Villages
Brand Guidelines
Basic elements
Typography
Page
41

Corporate typography

main headings
Some basic principles
are illustrated as a
general guide, however,
suitability of these
generic rules must be
checked or confirmed
Apex New Light 40pt to 90pt size, all lowercase, never black for each new type of
communication.

All system-generated
Sub heading letters or PC word
processing communication
Apex New Book 15pt to 30pt size, sentence case, never black should be set in the
supporting typeface,
Verdana (refer page 40).

Bold body copy

Apex New Medium, 8.5pt to 12pt size

Body copy
Apex New Book 8.5pt to 10pt size

Numbers 1,2,3
Set number Opentype features to Proportional Lining (otherwise some numerals sit below the baseline)

Sample text Our mission is to be the leading global student
accommodation business, operating and developing
customised facilities that help higher education
institutions attract and retain students, enhance
the campus experience, and provide residents with
exciting living environments that support success
and give parents peace of mind.
7pt
Our mission is to be the leading global
student accommodation business, operating
and developing customised facilities that help
higher education institutions attract and retain
students, enhance the campus experience,
and provide residents with exciting living
environments that support success and give
parents peace of mind.
8pt
Our mission is to be the leading global
student accommodation business, operating
and developing customised facilities that
help higher education institutions attract
and retain students, enhance the campus
experience, and provide residents with
exciting living environments that support
success and give parents peace of mind.
9pt
Campus Living Villages
Brand Guidelines
Basic elements
Typography
Page
42

Village typography

main headings
Main headings in village applications Some basic principles
must be rotated 7 degrees anti-clockwise, are illustrated as a
as illustrated below: general guide, however,
suitability of these
generic rules must be
checked or confirmed
Apex New Ultra Italic 40pt to 60pt size, all lowercase and rotated 7 degrees anti-clockwise for each new type of
communication.

All system-generated
Sub heading letters or PC word
processing communication
Apex New Medium 15pt to 30pt size, sentence case, never black should be set in the
7 degrees
supporting typeface,
Verdana (refer page 40).

Body copy bold

Apex New Medium, 8.5pt to 12pt size

Body copy
Apex New Book 8.5pt to 10pt size

Numbers 1,2,3
Set number Opentype features to Proportional Lining (otherwise some numerals sit below the baseline)

Sample text Our mission is to be the leading global student
accommodation business, operating and developing
customised facilities that help higher education
institutions attract and retain students, enhance
the campus experience, and provide residents with
exciting living environments that support success
and give parents peace of mind.
7pt
Our mission is to be the leading global
student accommodation business, operating
and developing customised facilities that help
higher education institutions attract and retain
students, enhance the campus experience,
and provide residents with exciting living
environments that support success and give
parents peace of mind.
8pt
Our mission is to be the leading global
student accommodation business, operating
and developing customised facilities that
help higher education institutions attract
and retain students, enhance the campus
experience, and provide residents with
exciting living environments that support
success and give parents peace of mind.
9pt
Campus Living Villages
Brand Guidelines
Basic elements Page
43

Photography
Student portraits

>> Portrait images can be shot close-

up or by zooming out to include
environment backgrounds.
>> Talent selection is very important.
Subjects must be photogenic.
>> Optimistic and honest expressions.
Can be smiling, but not cheesy. Can be
looking at camera or away.
>> Poses to be natural, confident and
comfortable.
>>  hort depth of field (limited drop
S
focus) can be used to give greater
depth and subject focus.
>>  se interesting subject angles and
U
compositions.
>> Composition and backgrounds to
include type area clear space where
possible.
>> Dynamic and natural lighting to create
depth and interest.
>> Consider colour palette, keep colours
limited and not too busy where
possible.
>> I mage colour grading to be of neutral
colour cast with clean and crisp
contrast.
Campus Living Villages
Brand Guidelines
Basic elements Page
44

Photography
Candid student life

>> Situational, spontaneous candid shots

that tell a story.
>> Clear points of view, focus on main
subject or activity.
>> Talent selection is very important.
Subjects need to be photogenic.
>> Optimistic and honest expressions.
Can be smiling, but not cheesy. Avoid
looking at camera.
>>  se interesting subject angles and
U
compositions, abstraction and motion
blur can be used to add interest.
>>  hort depth of field (limited drop
S
focus) can be used to give greater
depth and subject focus.
>> Composition and backgrounds
to include type area clear space
where possible.
>>  ynamic and natural lighting to create
D
depth and interest.
>> Consider colour palette, keep
colours limited and not too busy
where possible.
>> I mage colour grading to be of
neutral colour cast with clean and
crisp contrast.
Campus Living Villages
Brand Guidelines
Basic elements Page
45

Photography
Architecture in use

>> Open perspectives showing

hero buildings or cropping in on
architectural detail.
>> Student inclusion to be situational,
spontaneous, candid and tell a story.
>>  alent selection is very important.
T
Subjects need to be photogenic.
>>  tudents to have optimistic and
S
honest expressions. Can be smiling,
but not cheesy. Avoid staged groups
looking at camera.
>>  se interesting subject angles and
U
compositions, abstraction and motion
blur can be used to add interest.
>>  enerally to be shot with a large depth
G
of field so that most of the image is in
sharp focus.
>>  omposition and backgrounds
C
to include type area clear space
where possible.
>> Dynamic and natural lighting to create
depth and interest.
>> Consider colour palette, keep
colours limited and not too busy
where possible.
>> I mage colour grading to be of
neutral colour cast with clean and
crisp contrast.
Campus Living Villages
Brand Guidelines
Basic elements Page
46

Photography
Properties

>> Open perspectives showing

hero buildings or cropping in on
architectural detail.
>>  enerally to be shot with a large depth
G
of field so that most of the image is in
sharp focus.
>> Consider angles and lighting from
different times of the day. Many
buildings will look better shot at
dawn and dusk.
>> Compositions and backgrounds
to include type area clear space
where possible.
>> I mage colour grading to be of
neutral colour cast with clean
and crisp contrast.
>> I n addition, shoot any other
interesting environmental details;
parks, foliage, dramatic skies etc.
Campus Living Villages
Brand Guidelines
Basic elements Page
47

Photography
Staff

>> Portrait images can be shot close-

up or by zooming out to include
environment backgrounds.
>> Optimistic and honest expressions
are very important. Can be smiling, but
not cheesy. Can be looking at camera
or away.
>> Poses to be natural, confident and
comfortable.
>>  hort depth of field (limited drop
S
focus) can be used to give greater
depth and subject focus.
>> Composition and backgrounds to
include type area clear space where
possible.
>> Dynamic and natural lighting to create
depth and interest.
>> Consider colour palette, limit the
amount of graphic detail and maintain
natural tones.
>> I mage colour grading to be of neutral
colour cast with clean and crisp
contrast.
Campus Living Villages
Brand Guidelines
Basic elements Page
48

Photography
Formats

>> Where possible, especially for hero

images, shoot portrait and horizontal
options of the same location.
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feummy nim isisi. tatio
molorem dolore min enit nibh ex ea feummy nim
>>  here possible include type area
W
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space. When doing so, also consider dolesenim ipsumsan et
background colour/noise for the
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legibility of type . dolortin vel dolortis niam alit dunt vent alit lum dolesenim ipsumsan.
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inci dolorblaor famsan.
Campus Living Villages
Brand Guidelines
This information is a very
basic guide on selecting and
using the correct file format
when applying the new
identity. Although there are
artwork reference tips on
most pages in this guideline,
the following notes provide
more extensive details.
Basic elements
Useful information
Using masterbrand artwork
The masterbrand library
The CLV masterbrand library contains all
approved versions of the CLV identities
and templates that should be required for
any screen or print application.
These include several variations of specific
colour combinations so the brandmark
can be applied to different coloured
backgrounds, different file types to
accommodate various screen and print
applications, and varying colour make-ups
to accommodate different print processes.
The name of each file in the library follows
a strict convention so that the intended use
of the file can be determined from its name.
File names
The file naming convention works
as follows:
>> Each characteristic of the file is
present in the name and is separated
by an underscore.
>> Most files begin with CLV.
>> Next is a brief descriptor, for example
Village_Flyer or UWSVillage_Logo.
>> Then the application type, for example
Rev for reversed out logos.
>> Lastly, the colour space is labelled,
which indicates how the file should be
output, for example RGB or CMYK.
>> Each file name is followed by a file
extension which relates to how the file
should be used.
>> Example: the CLV logo, to be used
on a white slide in a powerpoint
presentation uses the following file:
CLV_Logo_Pos_RGB.png
Page
49
File types
RGB
Any file that uses the colour space RGB is
intended for screen use only.
CMYK
Any file that uses the CMYK colour space
is intended for standard four colour print
jobs only.
PMS
Any file containing PMS refers to the
PANTONE Matching System and is best
for controlling the amount of ink, such as
screen printing and lithographic printing.
PNG
PNG or .png files in this library are
intended for screen use only. They are
predominantly used as a file for web
application and screen presentations.
JPEG
JPEG or .jpg files in this library are intended
for screen use only.
TIFF
TIFF or .tif files use the CMYK colour space
and can be used for digital printing purposes.
EPS
EPS or .eps files are vector files and are
normally the desired file type for print
or signage. Priority should always be to
supply and use EPS.
InDesign
INDD or .indd files are Adobe InDesign
files set with the very basic colour and font
elements to complete a printed document.
Campus Living Villages
Brand Guidelines
Date issued
June 2011
Page
50

For further information about these Brand Manager

direct +61 2 9270 1629
guidelines, please contact: Pier 8/9 Walsh Bay, 23 Hickson Road
Sydney NSW 2000 Australia phone +61 2 9270 1600

fax +61 2 9270 1601