ATMS StyleGuide

Brand StyleMarch 2015

Leader of the natural medicine industry atms.com.au |

Logo (Master)

Master ‘Acronym’ (Primary)

Master ‘Horizontal with Full Name’ (Support)

There are two master logos for ATMS: the ‘acronym’ and ‘horizontal with full name’ logos.

Wherever possible the master logo should be used, however, variations of the logo, as seen on the following pages, can be used in certain circumstances.

The ‘acronym’ logo is the primary logo and should be used on all corporate collateral; where viewers are likely to be familiar with the association, and most advertising applications. The objective is that as the ATMS brand profile grows, its identity and meaning will become instantly recognisable, negating the need for the supporting ‘horizontal with full name’ logo.

The ‘horizontal with full name’ logo has been supplied and should be used for clarity when communicating with audiences who are unfamiliar with the Australian Traditional-Medicine Society, and therefore, may not be aware of what the acronym ‘ATMS’ means. Providing the association’s name is clearly defined in its first instance in the support copy, it is preferable to use the acronym logo.

Horizontal Logo (Secondary Use)

Australian Traditional-Medicine Society

‘Acronym’ (Secondary Use)

‘Horizontal with Full Name’ (Secondary Use)

The following secondary logos have been supplied and are primarily for use in advertising and digital applications (website and EDMs) where space is limited.

As mentioned these logos are only to be used in the rare circumstances in which the master logo is unacceptable.

Logo (Reversed Applications)

Reversed Master ‘Acronym’ (Primary)

Reversed Master ‘Horizontal with Full Name’ (support)

Reversing the ATMS logo should be avoided wherever possible; ideally the logo should be reproduced on a white or neutral background. However, in the rare circumstances the logo must be reproduced on a dark background the following alterations are acceptable:

- Text illustrated in white- Hands illustrated in the lightest ‘ATMS Green’

Colours

Full colour versionCOLOUR PALETTE (CMYK)

TealC100 M5 Y0 K47 R0 G105 B145

#006993

Spot colour versionPANTONE ‘SOLID COATED’ COLOUR PALETTE

GreenC50 M0 Y100 K0 R142 G197 B73

#8dc63f

Light GreenC34 M0 Y57 K0 R200 G222 B146

#c8df8e

AquaC56 M0 Y26 K0 R105 G199 B197

#65c8c6

Light BlueC54 M0 Y6 K0 R103 G204 B232

#61cbea

Warm GreyC3 M3 Y6 K7 R231 G229 B225

#e7e5e1

Pantone 308C Pantone 376C Pantone 374C Pantone 325C Pantone 305C Pantone Warm Grey 1 C

The ATMS colour palette below should be used in all brand executions.

As well as logo colours, a neutral warm grey colour has been provided as part of the palette. This neutral adds warmth and an earthy feel to the brand, which is synonymous with nature and the holistic health care service it provides.

NOTE: While not a specifically defined brand colour, purple tones can be used SPARINGLY as a complementary colour in imagery and highlights.

Fonts

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

HEADINGS & SUB-HEADINGS:

Gotham Bold or Regular

BODY COPY:

Proxima Nova Regular

Proxima Nova Regular Italic


FEATURE TEXT:

Garamond Premier Pro Medium Italic

Garamond Premier Pro Medium

The fonts illustrated on this page are the master fonts for the ATMS brand.The font Garamond Premier Pro has been provided as a feature font and can be used SPARINGLY to highlight headings, testimonials or feature text.

Fonts


MICROSOFT APPLICATIONS:

Headings: Calibri Bold

Body: Calibri Regular

As indicated, the Microsoft ‘Calibri’ font is the default; this has been selected for ease of use and to ensure consistency in all Word and PowerPoint applications.


WEB BASED APPLICATIONS:

Headings: Montserrat

Body: Arial

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

HTML EMAIL Applications:

Arial

For web, Monsurat has been selected as it is closest to the master band font (Gotham) with Arial as the support font.

Due to the limitations of HTML email, Arial has been selected as it is a default font and will ensure consistency among the vast range of email browsers e.g. Outlook, Gmail etc.

Imagery

Images should represent professionalism and the wide range of modalities. All modalities are natural and focus on preventative care. Most are scientific and evidence-based; we are not aiming to provide a luxurious spa experience, but instead are focused on providing practical and positive health outcomes with highly experienced, reputable and accredited health practitioners.

At this stage no hero images have been selected but a collection of images can be used depending on the application.

As a result some images are ‘representative’ e.g. there is no image specific to Tibetan medicine, however, the Goji berry image is suitable for this and other modalities such as Naturopathy.

E.g. we used this image for a student campaign as it was suitable for the campaign’s communication objective and target market.

Imagery Vision

As we develop more collateral we plan to bolster the ATMS image library with more stock imagery and/or photography featuring real ATMS members.

While we have to represent all modalities, the majority of practitioners ATMS represents are in body work e.g. Massage, and ingestive e.g. Naturopathy and Traditional-Chinese Medicine, therefore we would rather the focus of imagery be on these modalities, than on aromatherapy body oils or incense, for example.

Imagery - What not to use

DISLIKES

• Day spa luxury featuring too much skin or heavily made up models

• Medicine bottles

• Pills

• Anything too scientific

• Anything too ‘new age’ alternative - find the right balance between science and alternative – think holistic professional practical health care

• Any plants showcased must have a medicinal purpose

• No Hot Stone Massage

Imagery - Mosaics and Cropping

While medicine bottles and day spa images are not representative of ATMS it is acceptable to use these images sparingly in a mosaic where the diversity of the ATMS modalities is represented.

Images can be cropped or zoomed out to remove or obscure the ‘dislikes’ and focus more on the therapy. E.g. the massage image is cropped to show less skin, make up and day spa props and more on the therapeutic technique.

6 Unacceptable 4 Acceptable



Cropping focuses on the the therapeutic technique and as a result is less ‘day spa’.

Pills are on the dislike list however are acceptable when they are not the primary focus of an image.

Medicine bottle has been cropped and greenery showcased sparingly.

Imagery - Support Images

While medicine bottles and day spa images are not representative of ATMS it is acceptable to use these images sparingly in a mosaic where the diversity of the ATMS modalities is represented.

Images can be cropped or zoomed out to remove or obscure the ‘dislikes’ and focus more on the therapy. E.g. the massage image is cropped to show less skin, make up and day spa props and more on the therapeutic technique.

Imagery - Earth Tones

While most images are clean, fresh and professional the intention is also to bring more earthy tones into the brand including neutral colours, wood and natural fibres.

As we bolster the ATMS image library these images will be included.

Branding Element - ‘Flower of Life’

The proposed branding pattern is an interpretive adaptation of a sacred and geometric pattern, known as the ‘Flower of Life’. The lotus flower visually expresses harmony, balance and the connective web of life. This symbol strongly connects to the ‘ATMS petals’ featured in the ATMS logo. The pattern also provides a ‘grid’ to showcase a range of modalities and removes the reliance on a hero image.

Full colour applications

The branding pattern is very flexible and can be adapted in a number of ways across multiple platforms (examples included on following pages). However, it is important to note the pattern should be used SPARINGLY and DOES NOT need to be used in every piece of collateral as it simply informs the corporate/master brand. The pattern should NEVER dominate or detract from the main communications message/objectives.

Neutral applications

SOLID

OUTLINE

SOLID

OUTLINE

As discussed in the image section, the challenge with imagery is to showcase the breadth of the modalities ATMS represents. The ‘Flower of Life’ pattern provides a mosaic device to represent a number of images at once, showcasing the integration and diversity of the association (examples included on following pages).

Language

ToneAll written communications should use plain English in a professional, yet friendly, warm tone. The language should be positive and reinforce ATMS’ position as the trusted leader of the natural medicine industry, imparting the nurturing holistic health services members provide.

Depending on the communication piece the tone may change e.g. it will be more conversational and informal with open ended questions on social media, whereas on the website it will be a little more formal.

Tagline

Leader of the natural medicine industry This is a strategic message to be incorporated wherever possible. For emphasis the tagline should appear on a green band at the bottom of artwork.

Language

BRAND: ATMS or Australian Traditional-Medicine Society

DICTIONARY: Australian Oxford or Macquarie

NUMBERS: spell out one to ten, 11+ in numerals but retain consistency in a sentence; 5,000, 10,000, 50,000. For ages use numerals: 5 years old, 12 years old, use numerals for time e.g. 5 hours, 3 years. Australian dollars e.g. $2,000 (all numerals with comma) $2 million (with space)

MEASUREMENTS: e.g. 1 metre, 2 kilometres, 20 km, 1 kg, 20 kg (singular if abbreviation kg used)

DATES: e.g. 20 May 2000

AUSTRALIAN SPELLING: e.g. -our, -ise, -yse, -re

COMPASS DIRECTIONS: e.g. South-East

TIME: 1 pm (with space). Please use 12 hour clock with am/pm rather than a 24 hour clock

CONTRACTIONS: it’s, they’re, we’re

MINIMAL PUNCTUATION: hyphenation, capitalisation and abbreviation see style sheet grid for examples. All modalities to have initial capitals.

HYPHEN: - shortest dash (prefixes, suffixes, compound)

EN RULE: – Longer dash for linking device for figures and times and further explanation, to replace parentheses) 10.00 am – 11.00 am, 21 cm – 25 cm

QUOTES: “Double quotes for speech.” Quote within a quote or to highlight a word or phrase use ‘single marks.’

TITLES: Prime Minister, job titles initial lower case unless a specific person’s name is mentioned e.g. chief executive but Chief Executive Peter Davies

PERCENTAGES: 1% or 1 per cent

BULLETED LISTS: lower case letter following bullet, no semicolon (;) at the end of the bullet e.g.• at the start• at the end

ITALICS: for names of works of art, books, exhibitions, songs, concerts, foreign words, word emphasis

COMMUNICATION/S: A person with communication skills is good at expressing ideas so that others understand them. A person with communications skills is good at working with such systems as email, television, etc.Plurals and possession: your business’ (not your business’s)

TRADITIONAL-MEDICINE (always hyphenated)

Language

Aand (spell out, not & in a sentence unless part of a proper noun)

BBoard of Directors (the Board)

Ccourse

college (only capitalised if with a name of a specific college)

coordinator

D E Ffocused

full-time

G HHomoeopathy must be spelt this way

I J Kkg and km (not kgs or kms)

L

Mmarketing

marketing strategy (l.c.)

managing director

modalities (initial cap i.e. Massage)

Nnatural medicine

not-for-profit

Naturopathy

Nutrition

O Pproject management (in body copy but initial caps in heading)

part-time

Q R

SShiatsu

TTraditional-Chinese Medicine (initial caps, hyphens)

Uuniversity (unless a specific university name i.e. Sydney University)

V WWestern Herbal Medicine

XYZ

PowerPoint Example

PowerPoint Example (neutral)

The neutral branding application has been supplied to provide a ‘softer’ and potentially ‘corporate’ application of the brand as it will not always be suitable to showcase the full range of ATMS colours.

The softer colours downplay the branding pattern whilst maintaining the connection to the logo petals and mosaic device.

Word Document Examples

SAMPLE HEADING Page Subheading

Sample heading [Heading2-No Number] Wis exeriure magnis ero od eui tat. Duis ad esecte eugiat. Laortion ea feugiamet do dolore velessectem aci tet luptatin hent ulla feuisim vel enim venit acidunt nullamcore volor sim in er iriuree tumsandreet, velendreet etue dolorper alit lam quatie ver aut ing er sent . Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Sample heading [Heading3-No Number] Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Sample heading [Heading3-No Number] Utpat nonse dolent ulla faciliquat, suscipit wisis esequis at, veliq3uam vero conse tie faccummy nonse con eugiatuerci tat venibh eugiam, vent augait eu faccumsan ullandre ea at. etue dolorem doluptate duisi. Wis exeriui tat. Duis ad esecte eugiat. Laortion ea feugiamet do Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tinc idunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minimquis nostr ud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea coo consequat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. m dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

POLICY GUIDELINES

POLICY GUIDELINES [HEADING1] Page Subheading

Preamble [Heading2-No Number] Wis exeriure magnis ero od eui tat. Duis ad esecte eugiat. Laortion ea feugiamet do dolore velessectem aci tet luptatin hent ulla feuisim vel enim venit acidunt nullamcore volor sim in er iriuree tumsandreet, velendreet etue dolorper alit lam quatie ver aut ing er sent . Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Aim [Heading3-No Number] Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Definitions [Heading3-No Number] Utpat nonse dolent ulla faciliquat, suscipit wisis esequis at, veliq3uam vero conse tie faccummy nonse con eugiatuerci tat venibh eugiam, vent augait eu faccumsan ullandre ea at. etue dolorem doluptate duisi. Wis exeriui tat. Duis ad esecte eugiat. Laortion ea feugiamet do Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tinc idunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minimquis nostr ud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea coo consequa

2

1. BULLETS & NUMBERED BULLETS

1.1 List Bullet Points: Bullet points have three levels: n List Bullet One

− List Bullet Two

• List Bullet Three

1.2 Numbered Bullet Points: Numbered points have three levels: 1. Number Level One

a. Number Level Two i. Number Level Three

2. TABLES Table headings to be as per Heading 3 (with or without numbering).

Text Here Text Here Text Here

Hello Hello Hello

Single Page Template Two Page Template

Word Document Examples

PAGE HEADING [TITLE PAGE] [Subheading Cover] Report prepared by: Mellanie Wulf 0/00/0000

3

TITLE TO GO HERE 5/03/2015

SAMPLE HEADING [HEADING1-NO NUMBER] Page Subheading

Sample heading [Heading2-No Number] Wis exeriure magnis ero od eui tat. Duis ad esecte eugiat. Laortion ea feugiamet do dolore velessectem aci tet luptatin hent ulla feuisim vel enim venit acidunt nullamcore volor sim in er iriuree tumsandreet, velendreet etue dolorper alit lam quatie ver aut ing er sent . Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Sample heading [Heading3-No Number] Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Sample heading [Heading3-No Number] Utpat nonse dolent ulla faciliquat, suscipit wisis esequis at, veliq3uam vero conse tie faccummy nonse con eugiatuerci tat venibh eugiam, vent augait eu faccumsan ullandre ea at. etue dolorem doluptate duisi. Wis exeriui tat. Duis ad esecte eugiat. Laortion ea feugiamet do Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tinc idunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minimquis nostr ud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea coo consequat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. m dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Report Template - with cover

Social Media Examples (Facebook)

Social Media Examples (Twitter)

Social Media Examples (LinkedIn)

Advertising Examples (Full Page)

Advertising Examples (Half Page)

Looking for a trusted and professional natural medicine practitioner?

Leader of the natural medicine industry

.com.au/find-a-therapist

The Australian Traditional-Medicine Society (ATMS) proudly represents over 12,000 natural medicine practitioners in 27 different modalities.

To be approved as a member, every ATMS practitioner is individually assessed to ensure the high standards of ATMS are satisfied.

To find an ATMS practitioner near you visit:

atms.com.au/find-a-therapist

1800 456 855 | atms.com.au |Leader of the natural medicine industry

The Australian Traditional-Medicine Society (ATMS) proudly represents over 12,000 natural medicine practitioners in 27 different modalities.

To be approved as a member, every ATMS practitioner is individually assessed to ensure the high standards of ATMS are satisfied.

To find an ATMS practitioner near you visit:

Looking for a trusted and professional natural medicine practitioner?

Welcome to ATMS, leaderof the natural medicine industry.

Web Banner Examples

Welcome to ATMS, leaderof the natural medicine industry.

Welcome to the Australian Traditional-Medicine Society leader of the natural medicine industry

Website Example

Documents

ATMS StyleGuide