Digital Event

Branding Guide
August 2020
Content
▪ Overview
▪ Branding
▪ Common brand errors
▪ Best practice
▪ Platforms
▪ Branding opportunities
▪ Tone and copy
▪ Panel selection
▪ Marketing and communication
▪ Resources
 Overview
Background
Digital Event Branding Guide has been developed by the GMDSR BSA
This pack includes:
(Brand, Sponsorships and Activations) team in consultation with multiple
stakeholder groups across RMIT university including Student Recruitment, ▪ General information
University Events, Student Life and Marketing Business Partners. This about digital events
guide is intended to outline brand/design requirements and provide brand
advice or direction to control digital event quality and manage outcomes. ▪ Digital event branding
guidelines to ensure
best practice
Audience
▪ Supporting tools and
The primary target group for this resource is any RMIT staff who are resources to deliver an
planning to host an online event connected to the RMIT brand. on-brand digital event
▪ Contact support if
Objectives required
To ensure the design and production of RMIT digital events are made
more impactful and efficient. By identifying digital event branding
standards necessary to maintain a consistent and accurate representation
of the RMIT brand in market.

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Branding
It is essential that all assets to be used for your digital event are consistent with the refreshed RMIT
2020 Brand Guidelines.
To support our Design team, please have an event collateral or concept ready for approval. The theming
of your event should be consistent and compliant with RMIT brand guidelines throughout all stages of
promotional activities - before, during and after your event.
To get acquainted with the proper brand application in RMIT events, please take a look at
www.rmit.edu.au/events.

*Essential brand touchpoints to consider when creating and organising your digital event:
Content Use of media (imagery, video / clips, presenters etc.)
Print and Resources (presenter slides, infographics, brochures, presenter support
presentation materials materials etc.)
Social media and Awareness marketing of your event: web pages, links
promotional graphics
Messaging/ How you communicate to your audience with a clear call to action
tone of voice
Consistency A consistent and integrated RMIT brand across all channels​

*For additional info, queries or assistance with any of the ab ove b rand touchpoints, please contact marketing.events@rmit.edu.au
Common brand errors

The 2020 refreshed brand guidelines

now mean:
▪ That the RMIT pixel should always be
full on any marketing collateral, it can't
be split into different shapes
▪ Secondary colours are not to be used
▪ Arial and Museo are the only fonts to
be used

If you do wish to do any of the above,

please organise a consultation with Brand
(brand.design@rmit.edu.au) to discuss
further. We are happy to work with you to
develop the appropriate design for your
event needs.

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Best practice
Please find below best practice examples for digital event branding.

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Platforms
All digital events conducted by RMIT must be performed on platforms that adhere to RMIT’s
compliance policies. BSA highly encourages the use of Microsoft Teams over Skype to host
your digital event, particularly the Live Events functionality.

PLATFORM COMPLIANT PREFERRED

Microsoft Teams ✓ ✓

Skype for Business ✓ ✗

Zoom ✗ ✗

Priority actions when using Microsoft Teams:

▪ Decide on the preferred format: Meetings or Live Event
▪ Prepare an RMIT branded background for speakers
▪ Assign clear roles
▪ Producer (Live Event) - someone who controls the screens and slides
▪ Q&A moderator (Live Event) - someone to manage the questions
▪ Moderator - an MC who guides the conversation
▪ Presenter - speakers who are a part of the discussion
▪ Prepare a test session 1-2 weeks out with all presenters

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Branding opportunities
Video Access and integrate existing branded videos and assets which
openers feature a range of RMIT products, facilities, topics, partners etc.

Landing Feature your digital event on the Events section of the

page RMIT website. Submit your request via ServiceNow.

Eventbrite Create a free branded event listing on Eventbrite to promote your Landing Page
page digital event to a wider audience. If you would like an Eventbrite
account/page created, please contact events@rmit.edu.au.
Teams Change your background and apply our high-quality branded
background Teams landscape images

Social media Please ensure ALL content to be used for the promotional
collateral purposes of your event adhere to brand guidelines. Please refer Teams background
to the communications and marketing slide for more information.

EDM comms Ensure the banner on the top is in line with the imagery that's
been integrated throughout your event.

*If your event has a use for content (video, animation, photography) or any of the ab ove assets,
please contact marketing.events@rmit.edu.au who will b e ab le to advise regarding a range of
existing resources for use and b espoke adaptation. ​ Eventbrite Page
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Tone and copy
BSA highly advises to keep in mind the following pointers when shaping the tone/messaging and creating
the copy for your next digital event:
▪ Communicate a strong CTA (Call-to-action)
▪ Direct, short and sharp – imagine that you only have 5 seconds to capture your audience’s attention.
Make every word count
▪ Use active and clear language – engage the reader by writing from their perspective
▪ Weave narratives to hook your audiences
▪ Incorporate RMIT values, brand and taglines i.e. “Skilled hand, cultivated mind.”, “What’s next...”, etc.

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 Panel selection
To ensure you have the best representation of speakers/guests for your digital event, please refer to the
requirements below when *shortlisting candidates:
Speaker Requirements
▪ Working and functional desktop
▪ High speed internet connection
▪ Reliable audio and video tools
▪ Minimal background noise
▪ Ample lighting
▪ Experience in public speaking preferred
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Technical Requirements
▪ Capacity to navigate Microsoft Teams, specifically
the Live Events functionally
▪ Basic computer troubleshooting capabilities
Other considerations
▪ When your event requires 2 or more speakers/guests,
please ensure to host a diverse selection of panel
members as much as possible
▪ When creating a script for your speakers, please refer to
the tone and copy section as your writing guideline
▪ Please conduct at least one training session with your
speakers prior to your event
*GMDSR BSA can help and/or support in finding, confirming and training
appropriate speakers and guests. Please contact marketing.events@rmit.edu.au
to gain access to our extensive Amb assador/Influencer catalogue.
Marketing and communication
The integration of communication and marketing is important in creating an effective strategy to
promote your digital event. However, it is important to note that all content produced and released to
market will need to align with the RMIT brand and identity.
Together with strong copy and a branded content piece, design your digital event to stand out among
our competitors.
Key points to consider when creating event collateral:
▪ Use hero imagery (in-situ images work best)
▪ Use headlines to convey your main message
▪ Use of ALLCAPS to attract attention and a clear CTA
▪ Use of size variations to draw attention
▪ Avoid pop colours and split pixel
design elements

*Please note that you may need to sub mit a design

request for your event collateral. Please contact
b rand.design@rmit.edu.au or refer to the RMIT
b rand guidelines for more details. LinkedIn Ad Instagram story
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Resources
▪ Digital event overview checklist
▪ Teams Live Events FAQ sheet
▪ Microsoft Teams Live Events tutorial
▪ Branded assets inventory
▪ Speaker brief template
▪ Communications plan template
▪ Winning with webinars

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Thank you!
Please email marketing.events@rmit.edu.au for
support or more information regarding event branding.