RSPCA bRAnd Style guideVersion 3 | JAnUArY 2014

1 RSPCA tRAdemARk

4RSPCA Brand Style Guide | Version 3 | January 2014

1.1 RSPCA tRAdemARkprimArY logo (fUll coloUr)

The RSPCA logo with tagline is comprised of four elements:

• the wordmark RSPCA

• RSPCA paw prints

• tagline for all creatures great & small

• registration symbol

The RSPCA logo without tagline is comprised of three elements:

• the wordmark RSPCA

• RSPCA paw prints

• registration symbol

The RSPCA logo must be reproduced consistently and should always appear level and horizontally orientated.

WoRDMARkThe wordmark element of the RSPCA logo uses specially drawn letters which should never be replaced by a typeface.

The wordmark cannot be used without the RSPCA paw prints element.

RSPCA PAW PRinTSThe RSPCA paw prints can be used without the wordmark but only in accordance with the specifications outlined in section 3.

TAGLinEWhen using the RSPCA logo with tagline, the tagline must not be altered or rearranged in any way.

The tagline as it appears cannot be used without the wordmark.

REGiSTRATion SyMBoLThe registration symbol must retain its position and must appear with every use of the RSPCA logo.

CoLoURThe RSPCA logo in full colour must use the corporate colours RSPCA blue and RSPCA green. Please refer to page 5 for colour specifications.

The full colour logo can only be used on a white or off-white background to ensure maximum legibility. 1 Full colour RSPCA logo with tagline

2 Full colour RSPCA logo without tagline

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1.2 RSPCA tRAdemARkcorporAte coloUrs

The RSPCA logo has been created with the intention to be reproduced in full colour. The wordmark and the majority of the tagline are RSPCA blue (Pantone Process Blue) or the specified equivalent CMYK, RGB or Hexadecimal values. The paw prints, registration symbol and the ampersand in the tagline are RSPCA green (Pantone 360) or the specified equivalent CMYK, RGB or Hexadecimal values. No other colour or colour combinations are acceptable.

CoATED AnD UnCoATED SToCkWhen printing using the Pantone Matching System it is important to use the PMS coated and PMS uncoated codes to ensure that colours are matched on various paper stocks. If unsure, please consult your printer for advice.

EMBoSSinG, EnGRAvinG AnD foiL STAMPinGFor embossing, engraving and foil stamping purposes only the RSPCA logo can be reproduced in gold, silver or blind (no colour fill).

PAnTonE CoATED Pantone Process Blue

PAnTonE UnCoATED Pantone Process Blue

CMyk C 100 / M 10 / Y 0 / K 10

RGB R 0 / G 147 / B 208

HEXADECiMAL #0099cc

PAnTonE CoATED Pantone 360 C

PAnTonE UnCoATED Pantone 360 U

CMyk C 58 / M 0 / Y 80 / K 0

RGB R 115 / G 193 / B 103

HEXADECiMAL #73c167

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1.3 RSPCA tRAdemARksecondArY logo (blAck And white)

The RSPCA logo is available in all-black and all-white for use when full colour printing is unavailable or when using the logo on coloured, photographic or illustrative backgrounds.

The use of either the all-black or all-white logo must be on a contrasting background that ensures all elements of the logo are legible. Please refer to page 7 for further details and examples.

When using the all-black RSPCA logo the colour values must be as follows:

PAnTonE CoATED Pantone Process Black

PAnTonE UnCoATED Pantone Process Black

CMyk C 0 / M 0 / Y 0 / K 100

RGB R 0 / G 0 / B 0

HEXADECiMAL #000000

3. All-black RSPCA logo with tagline

4. All-black RSPCA logo without tagline

5. All-white RSPCA logo with tagline

6. All-white RSPCA logo without tagline

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1.4 RSPCA tRAdemARkApplicAtion on coloUred bAckgroUnd

In circumstances where the RSPCA logo is required to be placed on a colour, photographic or illustrative background, the all-black or all-white secondary logo must be used.

Placement of the all-black or all-white logo on a colour, photographic or illustrative background can only occur if the background and the logo are in high contrast and all elements are legible.

When placed on a photographic or illustrative background, the RSPCA logo should not be placed in a way which impacts the legibility of the logo.

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7. Examples of all-black RSPCA logo on coloured background

8 Examples of all-white RSPCA logo on coloured background

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1.5 RSPCA tRAdemARkcleAr spAce And minimUm size

CLEAR SPACEThere is a minimum amount of space surrounding the RSPCA logo that must be kept clear of other graphic or text elements. The minimum clear space allowed is equal to half the height of the wordmark, however where possible more clear space is encouraged.

In cases where the RSPCA logo is incorporated within the logo of an RSPCA activity or initiative, approval must be granted by RSPCA Australia and clear space requirements should be maintained.

The clear space requirements also indicate how close the logo can be placed to the edge of a page.

MiniMUM SiZETo ensure legibility it is not permitted to reproduce the RSPCA logo with tagline any smaller than 30mm wide or 15mm wide for the logo without tagline.

When engraving it is recommended that the minimum size for the RSPCA logo with tagline is 40mm wide or 15mm wide for the logo without tagline.

When embossing it is recommended that the minimum size for the RSPCA logo with tagline is 50mm wide or 40mm wide for the logo without tagline.

REGiSTRATion SyMBoL When scaling up the RSPCA logo the registration symbol should be scaled up according to the following recommendations:

• When scaling up the RSPCA logo smaller than A1 size, the registration symbol should be proportional to logo size.

• When scaling up the RSPCA logo to A1 size, the registration symbol should be 50% of proportional size.

• When scaling up the RSPCA logo to billboard size, the registration symbol should be 25% of proportional size.

In cases where the RSPCA logo is reproduced at the minimum size and the method used makes it impossible to replicate the registration symbol, it is acceptable to use a dot as a representation of the registration. The dot must retain the same position as the registration symbol.

30 mm

15 mm

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9. Minimum clear space surrounding the RSPCA logo

10. Minimum size permitted when reproducing the RSPCA logo with tagline

11. Minimum size permitted when reproducing the RSPCA logo without tagline

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1.6 RSPCA tRAdemARkincorrect Use

The RSPCA logo or any of the elements must not be redrawn, reproportioned, tilted, rotated or altered in any way.

The RSPCA logo must always appear strong and vibrant. The opacity must always be 100%.

The RSPCA logo or any of the elements must not be distorted or have an effect applied to them, such as a drop shadow, border or animation.

The full colour RSPCA logo must not be applied to a coloured, photographic or illustrative background.

Placement of the all-black or all-white RSPCA logo must be on a contrasting background that ensures all elements are legible.

If you have any concerns about the correct application of the RSPCA logo please contact RSPCA Australia.

Tel: 02 6282 8300 Email: rspca@rspca.org.au

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12. Examples of the RSPCA logo used incorrectly