Our identityin detail

Septem

ber 2020

An introductionto our newbrand identity

These identity guidelines have been designed to inspire creativity and allow you to use the components of our brand easily and consistently, whatever you are producing.

Please use these guidelines as inspiration to create consistent and distinctive communications.

Interpretation, creativity and common sense are vital in creating an enduring brand identity that engages and communicates.

Please noteThese guidelines apply to all NSW Mental Health Commission collateral (from stationery, to PowerPoint, to signage).

2NSW Mental Health Commission Brand guidelines Introduction

ContentsOur visual identity 4

Core elements 5

Designer checklist 6

Our Logo 7

Master logo 8

Logo placement 9

Co-branding 10

Logo misuse 11

Our colours 12

Colours 13

Tints 14

Accessibility 15

Artwork colour sampling 16

Our typography 17

Our typefaces 18

System typefaces 19

Our imagery 20

Real people. Real situations 21

Artwork 22

Stock photography 23

Our Iconography 24

Hero icons 25

Our graphic devices 26

Graphic devices 27

The ‘underline’ 28

The ‘container’ 29

The ‘Collective pattern’ 30

Our applications 31

Business cards 32

Envelope 33

Notebook 34

PowerPoint 35

Pull up banners 36

Signage 37

3NSW Mental Health Commission Brand guidelines Contents

01.Ourvisual identity

4NSW Mental Health Commission Brand guidelines

Core elementsShown (right) are the core elements you’ll need for all applications.

Used in combination with our brand positioning and our brand idea, our core elements come together to create a consistent and flexible look and feel across all materials.

Creating contrast (quiet to loud)

Our visual identity was designed to be adaptable, that is, flexible in appearance, while consistent in its brand positioning.

Not all the core elements need to appear all the time. The logo will always appear. Additional elements are added creatively and appropriately.

Knowing how ‘loud’ or ‘quiet’ an application needs to be requires simple/obvious (but easily over-looked) questions to be considered.

Consider how formal or informal communications need to be. Who is its audience, what is its purpose?

For further reference please see example applications — pages 32–38.

Logo Page 8

Imagery Page 21

Quiet Loud

Icons Page 26

Colours Page 13 Typography Page 18

Underline

SubheadingsBody copy

HeadlinesGraphic Devices Page 28

Measured use of the core elements creates contrast in applications

nswmentalhealthcommission.com.auDay Month Year

TITLE HEREAND 70PTShort subheading here_12pt20

19

nswmentalhealthcommission.com.au Day Month Year

HEADLINE GOESHERE AND OVERTHREE LINES 48PTSubheading goes here and can spread over a few lines. It is set in Work Sans Regular in 12pt.

HEADLINE GOES HERE OVER TWO LINES 48PT

nswmentalhealthcommission.com.au Day Month Year

Subheading goes here and can spread over a few lines. It is set in Work Sans Regular in 12pt and 1.5pt leading.

nswmentalhealthcommission.com.au

A STRATEGIC PLAN FOR MENTAL HEALTH IN NSW 2014 – 2024

HEADLINE GOES HERE OVER TWO LINES_48PTSubheading goes here and can spread over a few lines. It is set in Work Sans Regular in 12pt.

HEADLINE GOESHERE AND OVERTHREE LINES 48PTSubheading goes here 12pt. When relevant, a time period can be set in bold 2009-2019

nswm

entalhealthcomm

ission.com.au

5NSW Mental Health Commission Brand guidelines 01. Our visual identity > Core elements

Designer checklistWhen creating any kind of communications, follow the steps shown on this page to ensure consistency and to maintain the integrity of our brand.

Use the full-colour version of the Commission logo whenever possible. Use monotone or greyscale versions only when the application does not permit the full-colour version.

The primary Commission colours—blue, light blue, ochre, red, green, black and white—should be the dominant colours on all communications. Use the secondary palette (tints) on a limited basis to graphs and infographics.

In user-facing communications and digital media (website, eDMs) use the Commission fonts, Anton and Work Sans, whenever possible. In internal communications (such as Microsoft PowerPoint® or Word®), it is permissible to use Impact as a replacement for Anton and Franklin Gothic Medium as a replacement for Work Sans.

Always use the correct elements of the Commission design toolkit: logo, colours, typefaces, graphic devices and images style.

Are you using the correct logo?

Are you using our brand colour palette?

Are you using the correct fonts?

Are you correctly applying the design elements?

STEP ONE

STEP THREE

STEP TWO

STEP FOUR

6NSW Mental Health Commission Brand guidelines 01. Our visual identity > Designer checklist

02.Our logo

7NSW Mental Health Commission Brand guidelines 02. Our logo

Our logomark uses a stylised ‘C’, representing a single Commission, led by voices across New South Wales, from community to government.

It speaks to:• Systematic collaboration between people with lived experience, who are represented by the ochre ‘C’ that sits at our core, support organisations represented by the red and light blue and government, who are represented by the outer dark blue ‘C’

• Focus and amplification • Connection, conversation, collaboration, co-design, calling for change

Positive logo (master)

This is the master logo and should be used when the background is light in colour (white or light grey).

Negative logo (a)

This logo should be used on white for black and white print production.

Mono positive logo (b)

This logo should be used when the background is dark (navy or black).

The ‘Commission’ monogram (c)

The ‘Commission’ monogram is not used on its own. Exceptions can be made for digital applications or if it’s being used as a super graphic.

Please note that the Commission has been exempted from using the NSW Government branding identity, due to its independent status.

Master logo

POSITIVE LOGO (MASTER)

NEGATIVE LOGO (A) MONO POSITIVE LOGO (B) THE ‘COMMISSION’ MONOGRAM (C)

8NSW Mental Health Commission Brand guidelines 02. Our logo > Master logo

Logo placement

LOGO PLACEMENT CLEAR SPACE

MINIMUM SIZE

25mm95px

Preferred Permissible

Logo placement

The preferred placement of our logo is at the top left of all brand material. In instances where this is not possible it may also sit in the bottom left corner.

Clear space

Maintaining an appropriate amount of clear space around our logo creates a positive impression and impact.

The minimum amount of clear space surrounding our logo ensures it is separate from other elements such as headlines, text, or imagery.

The clear space area is equal to the cap height of the inner ‘C’ of our mark and is proportional to the size of the logo being used.

Minimum size

Careful consideration should be given when determining the size of the Commission’s logo. If it is too small, it will be illegible.

Ensure that a minimum width of 25mm or 95px is applied.

9NSW Mental Health Commission Brand guidelines 02. Our logo > Logo placement

Partners logo/s

Partners logo/s

Partners logo/s

Co-brandingNSW Government lock up

When needed, for example when partnering on a project with another government agency, our logo will appear locked up with the NSW Government logo, please follow the instructions shown on this page and consult the NSW Government guidelines for further guidance.

When displaying partners logo

The preferred placement of our logo when partners logo are being displayed, is at the top of all brand material. The partners institutions logos should always appear at the bottom of all collateral materials.

When the Commission logo is being displayed at the bottom, position the partners institutions logos directly opposite.

In multiple page applications, place the Commission logo on the front page and the partners institutions logos on the back cover or the last page of the document.

LOCK UP WITH THE NSW GOVERNMENT LOGO PARTNERS LOGO

Hang Height

Baseline

Construct Single page Multiple pages Front

Back

10NSW Mental Health Commission Brand guidelines 02. Our logo > Co-branding

Logo misuse

Do not rotate the ‘C’ of the logo.

Do not recolour the logo. Exceptions include when using people with lived experience artwork.

Do not use our use FAVICON as a replacement to our logo. Exceptions include social media, primary navigation on the website and other digital applications.

Do not place images inside the logo elements. Do not lock the logo up with any other graphic devices.

Do not use gradients in the logo. Do not put the coloured logo on bright coloured backgrounds.

Do not outline the logo.

Do not remove elements of the logo.Do not resize any logo elements.

Do not change the weight or style of the typography of the logo.

Do not rotate the logo.

To maintain the integrity and clarity of our brand, the Commission logo must only be used in its original format and colours.

Here are some examples of what would be considered misuse of our logo.

Always use the master artwork files when reproducing our logo.

Exceptions

A ‘C’ FAVICON may only be used on digital applications following the approval from the Commission.

For approvals and more information about logo misuse or for master artwork files, please contact the Commission’s Stakeholder Engagement and Communications (SEC) team.

11NSW Mental Health Commission Brand guidelines 02. Our logo > Logo misuse

03.Our colours

12NSW Mental Health Commission Brand guidelines 03. Our colours

Our colours sit at the heart of our brand identity.

We have a diverse yet cohesive colour palette that represents the Commission’s brand idea of ‘Collective determination.’

Primary colours (a)

Our primary colour palette consists of five colours: blue, light blue, ochre, red (logo colours) plus a green.

Accent colours (b)

Accent colours have been developed to be used as a support colour with the corresponding primary colour.

Neutrals (c)

Our neutral colour palette consists of black, white and greys.

Colours

Blue

C100 M100 Y25 K25PMS 2748R38 G34 B98 #262262

Light blue

C100 M80 Y0 K0PMS 2935CR3 G78 B162 #034ea2

BlackC0 M0 Y0 K100R0 G0 B0 #000000

WhiteC0 M0 Y0 K0R255 G255 B255 #FFFFFF

Light greyC0 M0 Y0 K5PMS Cool Gray 1R242 G242 B242 #f2f2f2

Medium greyC0 M0 Y0 K10PMS Cool Gray 2R230 G230 B230 #e6e6e6

GreyC0 M0 Y0 K20PMS Cool Gray 4R209 G211 B212#d1d3d4

Light blue

C100 M80 Y0 K0PMS 2935R3 G78 B162 #034ea2

Blue

C100 M100 Y25 K25PMS 2748CR38 G34 B98 #262262

Ochre

C0 M55 Y90 K0PMS 158R246 G139 B51 #f68b33

Accent Ochre

C0 M85 Y100 K0PMS 179CR240 G78 B35#f04e23

Red

C5 M100 Y65 K0PMS 1925R227 G27 B77 #e31b4d

Accent Red

C20 M100 Y70 K10PMS 207CR182 G30 B66#b61e42

Green

C80 M10 Y75 K0PMS 347R28 G165 B111 #1ca56f

Accent Green

C90 M30 Y100 K20PMS 349CR0 G114 B59#00723b

NEUTRALS (C)

13NSW Mental Health Commission Brand guidelines 03. Our colours > Colours

TintsTo allow greater flexibility, tints of our primary and secondary colours can be used for large areas of colour such as backgrounds and within infographics or charts.

Please consider the AA WCAG 2.0 accessibility standards when placing copy over these tints.

100% 75% 55% 35% 15%

C73 M70 Y20 K5R92 G89 B137 #5c5989

C50 M45 Y15 K0R136 G134 B168 #8886a8

C55 M30 Y0 K0R116 G157 B204 #749dcc

C0 M30 Y45 K0R250 G191 B143 #fabf8f

C0 M60 Y15 K0R239 G130 B157 #ef829d

C50 M0 Y40 K0R130 G206 B176 #82ceb0

C30 M25 Y10 K0R179 G178 B200 #b3b2c8

C33 M15 Y0 K0R167 G193 B222#a7c1de

C0 M17 Y30 K0R252 G215 B184 #fcd7b8

C0 M40 Y10 K0R245 G175 B193 #f5afc1

C30 M0 Y25 K0R176 G224 B205 #b0e0cd

C11 M10 Y3 K0R222 G222 B231 #dedee7

C15 M5 Y0 K0R217 G228 B241 #d9e4f1

C0 M5 Y10 K0R254 G238 B224 #feeee0

C0 M15 Y3 K0R251 G221 B228 #fbdde4

C12 M0 Y10 K0R221 G242 B233 #ddf2e9

C75 M50 Y0 K0R66 G122 B185 #427ab9

C0 M40 Y65 K0R248 G168 B102 #f8a866

C3 M80 Y30 K0R234 G84 B121 #ea5479

C65 M0 Y55 K0R85 G188 B147 #55bc93

14NSW Mental Health Commission Brand guidelines 03. Our colours > Colours

Our colour palette has been created to ensure compliance with AA WCAG 2.0 accessibility standards when creating digital products.

By applying white or black text to our primary and secondary colours, the guide shown here demonstrates combinations of the colour palette that may or may not be used.

Please note that the AA WCAG 2.0 accessibility standards are only applicable when applying colour to copy and applying copy to a coloured background.

For further information: https://www.w3.org/WAI/standards-guidelines/wcag/

You can test our new brand’s colours at sites such as: https://accessible-colors.com

Accessibility

USING WHITE TEXT ON COLOUR

USING BLACK TEXT ON COLOUR

AAA compliant

Do not use black text

AAA compliant

Do not use black text AA compliant AA compliant

Do not use white text in small sizes

AA compliant 18pts+

Do not use white text

AAA Compliant

Do not use white text

AAA Compliant

Do not use white text

AAA Compliant

Text Text Text

Text TextText

Text Text Text

AA compliant

Text

AAA Compliant

15NSW Mental Health Commission Brand guidelines 03. Our colours > Accessibility

Artwork colour samplingWhen using artwork on the front cover of a document, you may sample a number of colours from the piece to be used throughout the document, such as in headings and coloured backgrounds.

You may use a maximum of one sampled colour and one complementary accent colour per section or chapter of a document.

If the application is digital, the sampled colour should comply with AA WCAG 2.0 accessibility standards.

For guidance on selecting artwork see page 22.

A STRATEGIC PLAN FOR MENTAL HEALTH IN NSW 2014 – 2024

nswmentalhealthcommission.com.au

THE VOICE OF LIVED EXPERIENCE IN NSWHow the NSW Mental Health Commission links lived experience to expertise to support people living with mental illness.

Speaking up for reform

nswmentalhealthcommission.com.au

THE VOICE OF LIVED EXPERIENCE IN NSWHow the NSW Mental Health Commission links lived experience to expertise to support people living with mental illness.

Speaking up for reform

EXAMPLE USE OF COLOUR FOR ARTWORK APPLICATIONSA STRATEGIC PLAN FOR MENTAL HEALTH IN NSW 2014 – 2024

Select one colour hue from image Select one colour hue from image

16NSW Mental Health Commission Brand guidelines 03. Our colours > Lived experience artwork

04.Ourtypography

17NSW Mental Health Commission Brand guidelines 04. Our typography

Our typefacesAnton and Work Sans have clear and defined roles in our brand and relate to each other in a specific way. This should never change.

Anton

Anton is our display typeface. Full of character, rich and sturdy, without being too flashy or expressive.

Use Anton as the lead typeface when introducing ourselves and when speaking to our audiences. Use of all caps should be limited.

Work Sans

Work Sans is a grotesque sans serif with features that have been simplified and optimized for screen resolutions.

Anton

Work Sans

AntonWork sans

ABCČĆDĐEFGHIJKLMNOPQRSŠTUVWXYZŽ abcčćdđefghijklmnopqrsštuvwxyzž ĂÂÊÔƠƯăâêôơư 1234567890‘?’‘!’(%)[#]{@}/&\®©$€£¥¢:;,.*

ABCČĆDĐEFGHIJKLMNOPQRSŠTUVWXYZŽ abcčćdđefghijklmnopqrsštuvwxyzž ĂÂÊÔăâêô 1234567890‘?’‘!’(%)[#]{@}/&\®©$€£¥¢:;,.*

Style notes for using Anton • Apply ‘Optical’ kerning and ‘-6’ tracking to all levels

in type hierarchy• Headings are set solid, apply 1.5pt leading to all other

levels when not applying the underline• See page 29 for applying the underline

Style notes for using Work Sans• Apply ‘Optical’ kerning and ‘-13’ tracking to all levels

in type hierarchy• Sub headings are set in bold, apply 1.5pt leading to all

other levels• Body copy is set in regular

18NSW Mental Health Commission Brand guidelines 04. Our typography > Our typefaces

System typefacesThese system fonts have been selected to be used as replacement fonts when installing Anton and Work Sans is impractical.

Impact and Franklin Gothic have similar characteristics to Anton and Work Sans.

Franklin Gothic

Impact

Impact

19NSW Mental Health Commission Brand guidelines 04. Our typography > System typefaces

05.Ourimagery

20NSW Mental Health Commission Brand guidelines 05. Our imagery

Using an image-led approach, with a broad representation of everyday people, our new brand photography focuses on a realistic, genuine representation of people with lived experience of mental health issues and caring, families and kinship groups, the Commission and our partners.

Real people photography should be used instead of stock imagery wherever possible.

Real people. Real situations

21NSW Mental Health Commission Brand guidelines 05. Our imagery > Real people. Real situations

We can also represent people with lived experience by utilising artwork that was created by them.

Correct digitalisation should be done to ensure high quality artwork when producing any communication material.

The Commission always credits artists and arranges payment for lived experience artworks.

The artwork used in these guidelines are for reference only and are not to be reproduced in any print or digital application without permission from the respective artist.

PUTTING PEOPLE AT THE CENTRE OF MENTAL HEALTH REFORM IN NSW: A REPORT

OCTOBER 2014

Strategic Framework for Suicide Prevention in NSW 2018–2023

Artwork

Rosemary Dugan Atmosphere – facesLiving Well: A Strategic Plan for Mental Health in NSW 2014-2024

Lee-Anne Hall Spiritual PathwaysLiving Well in Focus 2020-2024

Owen Lyons Waiting for the SunStrategic Framework for Suicide Prevention in NSW 2018-2023

Anthony Mannix The Beast of the Unconscious is VividLiving Well: Putting people at the centre of mental health reform in NSW: A Report

22NSW Mental Health Commission Brand guidelines 05. Our imagery > Lived experience artwork

Our images should always feel natural and believable. When selecting stock imagery please do not choose images with effects or filters, clichéd conceptual themes, or unnaturally posed or abstract subject matter.

Stock photography

23NSW Mental Health Commission Brand guidelines 05. Our imagery > Stock photography

06.Ouriconography

24NSW Mental Health Commission Brand guidelines 06. Our iconography

Our bespoke hero icon style adds a ‘collective determination’ element to the identity.

Hero icons are generally used as key graphics when the use of photography is not appropriate.

Hero icons should be applied on a solid colour (primary) background and use the corresponding accent colour. When used against a solid white background please apply a colour from our primary colour palette.

Please do not try and recreate this icon style yourself, contact the Stakeholder Engagement and Communications (SEC) team for more information.

Examples Colour application

Solid colour On white

Hero icons

25NSW Mental Health Commission Brand guidelines 06. Our iconography > Hero icons

07.Ourgraphic devices

26NSW Mental Health Commission Brand guidelines 07. Our graphic devices

Our graphic devices are used on first-point-of-contact applications, such as document covers, web banners, eDM headers etc.

When creating a composition with our graphic devices, it’s important to take a holistic approach, considering how all the elements work together.

We have three different graphic devices, the ‘Underline’ used only with type, the ‘Container’ used to hold images or copy and the ‘Collective pattern’ used as a background or inside hero statements.

Underline Container Pattern

Graphic devices

Learning from lived experience

27NSW Mental Health Commission Brand guidelines 07. Our graphic devices > Graphic devices

The ‘Underline’ is the graphic device used when amplifying the messaging in our communications.

The ‘Underline’ should only be used with our display typeface (Anton), preferably in colour.

Avoid using red for the underline wherever possible, especially when paired with blue text to avoid confusion with NSW Government documents.

The device can be applied to all lines of the copy or only to the last line of copy.

Instructions on how to create the graphic are shown (right).

For further reference please see example applications from page 32.

The construct Multi line

Single line

The ‘underline’

The horizontal rules and headline/copy align with the left edge of the copy

Stroke width is equal to word width

Stroke height is 1/3 of the ‘Leg’ of the letter ‘E’

Space above and below stroke is 2/3 of the ‘Leg’ of the letter ‘E’

Space below last line of text is the height of the ‘Leg’ of the letter ‘E’

‘Leg’ of the letter ‘E’3X

3X

3X

3X

1X

SPEAKING UP FOR REFORM

28NSW Mental Health Commission Brand guidelines 07. Our graphic devices > The ‘Underline’

One of the most common applications of the ‘Container’ device is in the layout of publications and report covers.

The position and scale of the device may vary depending on material needs and constraints, however consideration should always be given to clean, uncluttered layouts.

The ‘Container’ device may be used to house a single image or to house copy, in this instance apply our brand colours to the device (keeping in mind accessibility on digital applications.)

For portrait layouts, the bottom is the most suitable for images. Never use more than one ‘Container’ in a single layout.

The ‘container’

Image Copy

Speaking up for reform

Speaking up for reform

29NSW Mental Health Commission Brand guidelines 07. Our graphic devices > The ‘Container’

The ‘Collective Pattern’ is a versatile graphic device that suggests collaboration and change.

The graphic comprises of ‘ ’ symbols, arranged to form a grid pattern.

Usage

The ‘Collective Pattern’ may be used:

1. At full size.

2. Inside single words.

Colour

The ‘Collective Pattern’ should be set in:

• Accent colour – for use over solid colours (Primary).

• Primary colour – when inside a single word over white.

• Grey01/grey02 – for use over white.

The ‘Collective pattern’

Background Words

30NSW Mental Health Commission Brand guidelines 07. Our graphic devices > The ‘Collective Pattern’

08.Ourapplications

31NSW Mental Health Commission Brand guidelines 08. Our applications

32NSW Mental Health Commission Brand guidelines 08. Our applications > Business cards

33NSW Mental Health Commission Brand guidelines 08. Our applications > Envelope

34NSW Mental Health Commission Brand guidelines 08. Our applications > Notebook

35NSW Mental Health Commission Brand guidelines 08. Our applications > PowerPoint

36NSW Mental Health Commission Brand guidelines 08. Our applications > Pull up banners

37NSW Mental Health Commission Brand guidelines 08. Our applications > Signage

Contact usFor more information please contactthe NSW Mental Health Commission’s Stakeholder Engagement and Communications team at: mhc@mhc.nsw.gov.au

Disclaimer

Accessing images and fontsIf you require any images and icons contained in this document, or details of how to obtain our brand fonts, contact the Stakeholder Engagement and Communications (SEC) team.

This document is subject to regular review and updating.

Septem

ber 2020