Brand Manual

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Our vision is to be “the provider of blood services for New Zealand, recognised for excellence in meeting the needs of donors, patients, our staff and the wider healthcare community.”

And you may be surprised to learn that our brand is key to achieving that aim.

Just think about how many times you see our brand…. on TV, on posters, on the internet, on our donor vehicles and in our donor centres.

But our brand is more than just a logo or a colour. Our brand is an idea that lives in people’s minds. Our brand is what donors and recipients think and feel about us when they see our TV ad; when they read William Pike’s motivating story on our recruitment poster; when they see the blood donation information we give them; when they go online to make an appointment; and even the smile and ‘thank-you’ we give them as they go out the door after donating.

Welcome to our brand

Consistency is key. When all the different aspects of a person’s contact with us are consistent, it makes it very easy for that person to form a positive, lasting impression about the New Zealand Blood Service in their own minds. This is what will help us achieve our vision.

You can help. As part of the New Zealand Blood Service experience, we all have the power to build our brand by being careful to make sure every interaction tells the same story.

We’ve created this Brand Manual to help. Enclosed are some rules to be followed to ensure we maintain consistency when producing materials featuring our brand. These are the broad rules around our brand that need to be followed to the letter. (They will be reviewed on an ongoing basis, so if you have suggestions please let the Marketing team know.)

Thank you for your support in helping us achieve our vision for the New Zealand Blood Service.

Sam CliffeChief Executive, New Zealand Blood Service

The New Zealand Blood Service logo has been designed to be clearly read and easy to remember – at a range of sizes – even when quickly glimpsed. The logo is a hand drawn piece of artwork. It can never be made up using typefaces. Please, when using/including the logo always use the artwork files supplied. This guide outlines a few simple rules for which version of the logo to use and how to use it.

Our organisation is officially known as the New Zealand Blood Service and should be referred to as such in ALL official documentation.

NEW ZEALAND BLOOD SERVICE LOGONEW ZEALAND BLOOD SERVICE

NEW ZEALAND BLOOD SERVICE BRAND MANUAL

This is the preferred version of the logo. Please use this version wherever possible. This artwork has been hand drawn and specially designed to link visually with the Save Lives, Give Blood logo. Please only use the files supplied when reproducing the logo and the call to action.

FULL COLOUR VERSION

PRINTING ON BACKGROUNDS

ONE COLOUR VERSION

REVERSE VERSION

To ensure that the logo is legible on a printed background, use the full colour version where possible. If the background is a mix of colours, the one colour version must be used.

In rare instances the logo may have to be reproduced in a single colour (e.g. when budget allows only one ink or colour, or photocopy). In these cases the New Zealand Blood Service logo may appear in black or red.

In instances where the coloured version of the logo does not show up against a coloured background, it may appear in white.

LOGO PROPORTIONS

LOGO CLEAR AREA

NEW ZEALAND BLOOD SERVICE BRAND MANUAL

To ensure the New Zealand Blood Service logo stands out and is easily recognised please always allow the MINIMUM AREAS OF CLEAR SPACE around the logo.

Calculate the clear space to leave based on the width of the blood drop.

MIN 28MM MINIMUM SIZE LOGOTo ensure the New Zealand Blood Service logo is clearly recognisable it must never be reproduced smaller than 28mm on any print material.

MAORI TAGLINEIf the logo is under 45mm, the Maori translation tagline does not sit underneath it.

A3 PLUSWhen preparing media larger than A3, the logo should be approxiamately 25% of the short side*.

74MM

A3

THIS IS THE SHORTEST SIDE*

52MM

A4

38 MM

A6

28 MM

To maintain a core consistency across all media sizes use the recommended logo length for A6 or smaller, A5, A4 and A3.

A5

NEW ZEALAND BLOOD SERVICE BRAND MANUAL

The Save Lives, Give Blood logo is to be treated in terms of clear space and size as the New Zealand Blood Service logo. It will be used with most but not all campaigns we undertake.

Follow these guidelines and ensure that the New Zealand Blood Service is remembered for needing blood to save lives. Wherever the New Zealand Blood Service logo is used on promotional pieces, please also present this consistent call to action: SAVE LIVES, GIVE BLOOD. In just a few words it embodies everything we stand for. It explains that giving blood is a way of saving lives and directly asks for a blood donation.

SAVE LIVES GIVE BLOOD LOGO RULESSAVE LIVES GIVE BLOOD LOGO

This is the preferred version of the logo. Please use this version wherever possible. This artwork has been hand drawn and specially designed to link visually with the New Zealand Blood Service logo. Please only use the files supplied when reproducing the logo.

FULL COLOUR VERSION

PRINTING ON BACKGROUNDS

ONE COLOUR VERSION

REVERSE VERSION

To ensure that the logo is legible on a printed background, use the full colour version where possible. If the background is a mix of colours, the one colour version must be used.

In rare instances the logo may have to be reproduced in a single colour (e.g. when budget allows only one ink or colour, or photocopy). In these cases the Save Lives, Give Blood logo may appear in black or red.

In instances where the coloured version of the logo does not show up against a coloured background, it may appear in white.

NEW ZEALAND BLOOD SERVICE BRAND MANUAL

SPOT COLOUR PRINTING (PANTONE)Spot colours usually look brighter and deeper. We recommend using spot colour printing wherever possible. These colours are specified using an international system marketed by PANTONE and most printers will be able to match spot colours very accurately.

FULL COLOUR PRINTING (CMYK)Also called ‘four-colour printing’ and ‘process colour printing.’ The New Zealand Blood Service colours can be made up using a formula of four inks: cyan, magenta, yellow and black (C, M, Y and K). This is the most common form of printing used by newspapers, magazines and exhibition companies.

ELECTRONIC REPRODUCTION (RGB)For work that is appearing on screen, e.g. in PowerPoint, the internet or video, The New Zealand Blood Service colours can be specified exactly using red, green and blue values (R, G, & B).

PANTONE:485

CMYK:C0 M100 Y95 K0

RGB:R234 G30 B48

PANTONE:3435

CMYK:C95 M15 Y90 K70

RGB:R0 G88 B56

PANTONE:BLACK

CMYK:C0 M0 Y0 K100

RGB:R0 G0 B0

PANTONE:COOL GREY 11C

CMYK:C66 M59 Y58 K40

RGB:R73 G73 B73

COLOUR BREAKDOWNS

Type is an important tool in conveying brand messages and adds to the easy recognition of a brand. Two typefaces have been chosen to ensure consistency across our printed and digital communications.

TYPOGRAPHY

NEW ZEALAND BLOOD SERVICE BRAND MANUAL

For headlines, subheadings and wherever typeappears at sizes above 13pt, use Avant Garde in book, medium, demi and bold weights.

AVANT GARDE BOOK

ABCDEFGHIJKLM abcdefghijklmnopqrAVANT GARDE MEDIUM

ABCDEFGHIJKLM abcdefghijklmnopqAVANT GARDE DEMI

ABCDEFGHIJKLM abcdefghijklmnopqAVANT GARDE BOLD

ABCDEFGHIJKLM abcdefghijklmnopq

For general body copy below 13pt we use Helvetica Neue light, regular and bold.

HELVETICA NEUE LIGHT

ABCDEFGHIJKLM abcdefghijklmnopqr

HELVETICA NEUE REGULAR

ABCDEFGHIJKLM abcdefghijklmnopqr

HELVETICA NEUE BOLD

ABCDEFGHIJKLM abcdefghijklmnopq

When you don’t have access to a full range of typefaces, choose ARIAL. When using computer systems with a limited selection of fonts, Arial can be substituted for Helvetica Neue. For example, when producing letters from a PC-based system using New Zealand Blood Service branded letterhead, please choose Arial. The standard font for all letters, emails, memos etc is Arial 11pt.

ARIAL BOLD

ABCDEFGHIJKLM abcdefghijklmnopqARIAL REGULAR

ABCDEFGHIJKLM abcdefghijklmnopqr