0.

0 Brand identity
guidelines
December 2006

The Accredo brand identity is the result of

hours of research, iteration and fine-tuning.
The intention of these guidelines is to provide
general ‘how to’ information which is directive
rather than prescriptive.
0.1 Contents

1.0 Introduction
2.0 Clear space area
3.0 Colour palette
4.0 Fonts
5.0 Preferred formats
5.1 Selecting a format
5.2 Acceptable application
5.3 Unacceptable application
6.0 Graphic element
1.0 Introduction

These guidelines explain how to use the

Accredo brand identity and are designed for
use by all those people involved in designing,
commissioning, purchasing or manufacturing
items upon which the brand identity appears.

Use of the Accredo brand identity which

falls outside the scope of this guide must be
approved before being implemented. In these
situations, and to receive further advice and
approvals please contact Aviso on 09 920
3330.
 2.0 Clear space area

In order to maintain the integrity of the

brand identity is important that other graphic
elements, e.g. type, rules etc., do not
encroach into the clear space area.
d d

The clear space area is defined by the solid

blue rule. The electronic files supplied will
include this clear space margin to aid with
d placement.

d
 3.0 Colour palette

To achieve consistent colour reproduction

Blue Special colour requires specifications for a wide variety of
Process Blue media and surface finishes, paper stocks etc.
CMYK
100% cyan, 10% magenta, 10% black If you require additional assistance to clarify
(100c, 10m, 0y, 10k)
the most appropriate colour match please
RGB (screen-based)
0r 153g 255b contact Aviso on 09 920 3330.
Hexadecimal (screen-based)
#0099FF

Black CMYK
100% black
(0c, 0m, 0y, 100k)
RGB (screen-based)
0r 0g 0b
Hexadecimal (screen-based)
#000000
 4.0 Fonts

Print communication font The specified fonts for all corporate

abcdefghijklmnopqrstuvwxyz0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Akzidenz Grotesk Light
abcdefghijklmnopqrstuvwxyz0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Akzidenz Grotesk Bold
Screen-based and internal communication font
communications are the Akzidenz Grostesk
family for printed materials and Arial family for
all onscreen/digital/document materials.
Do not simulate the rounded font used in
the Accredo wordmark. This font is used
exclusively for following situations:
• ‘Accredo’ when used with the graphic
• ‘Mercury’ when used with the graphic
• ‘Saturn’ when used with the graphic

abcdefghijklmnopqrstuvwxyz0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Arial

abcdefghijklmnopqrstuvwxyz0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Arial Bold
 5.0 Preferred formats

These are the preferred formats in order of

priority. See the guidelines for application on
the following pages to determine which format
best suits your purpose – rather than using an
inappropriate format.

1. First preferred format. Full

colour horizontal brand for use on a
white background only – presents
the best wordmark to graphic
element ratio.

2. Second preferred format

Single horizontal vertical brand for
use on a coloured background,
ideally blue – presents the best
wordmark to graphic element ratio
without the effect of a ‘badge’.
 5.1 Selecting a format

The brand should always be integrated as

much as possible within the design of the
piece it is applied to, whether it be a sign,
a printed report or an item of clothing.
Avoid creating a jarring effect where the
brand appears to simply have been
‘pasted on’.

Correct selection of format for use. In this situation the positive version of the horizontal brand
suits the format of the page and integrates well with the white background.

Incorrect selection of format for use. In this situation the reversed version of the horizontal
brand suits the format of the page but brand contrasts strongly with the white background
creating a ‘badge’ or ‘label’ appearance. Try to avoid this appearance.
 Preferred applications Acceptable applications
5.2 Acceptable
applications
The brand identity has been designed to
be applicable to virtually any situation. The
formats shown below indicate preferred ways
to apply the Accredo brand identity.

See page 6.4 to check for unacceptable ways

to apply the brand.
Full colour on white background Full colour on light colour background

Reversed white out of red or grey background Reversed white out of black background

One colour – black – on white background Reversed white out of photographic background

Colour switch between the
wordmark and tagline
Changing the proportion between the
wordmark and graphic element
One colour other than black –
on white background
Dark colour background behind
colour logo
Element within clear space area
Background too busy
5.3 Unacceptable
applications
In order to maintain the integrity of the brand
identity it must never be re-assembled or
combined with other elements in any of
these ways.
Using the wordmark without the graphic element
6.0 Graphic element

The graphic element can be used on page

backgrounds in blue (or a tint of blue) on white
paper or reversed out of blue. It should be
always shown in its entirety. In the case of title
pages, it can be accompanied with text set
in Akzidenz Grotesk, so long as the graphic
element is on the right hand side.

Accredo QSP Implementation Guide