1 Brand guidelines - Ministry for Culture and Heritage

1

March 2011

Brand guidelinesFor endorsements and third parties

2Contents

Introduction .................................................................. 3Principle of application .................................................4Our logo ......................................................................... 5Our logo – application and acknowledgement ............ 7Core colour ....................................................................8Typeface ........................................................................9Contact details ............................................................ 10

3Introduction

The Ministry for Culture and Heritage has recently simplified its logo so that it’s user-friendly, flexible and consistently highlights government funding for the arts, culture and heritage.

The Ministry’s circular logo applied in association with your organisation’s, enables the public to recognise the rich diversity of New Zealand’s arts, culture and heritage – each element unique in its own right but also as a whole, telling a comprehensive, deeper cultural story.

4

To ensure the focus remains on the culture and practitioners, and to avoid brand clutter, apply the ‘one-up’ principle – ie. the one who directly provides the funding is acknowledged.For example; Creative New Zealand or NZ on Air would acknowledge government support through the Ministry, but artists, arts organisations or filmmakers directly funded by Creative New Zealand or NZ on Air, would continue to acknowledge Creative New Zealand or NZ on Air.

Principle of application

5Our logo

REVERSED VERSIONBLACK VERSION KEYLINE VERSION

CLEARSPACELeave a space of at least the width of the word ‘Culture’ (taken from the logo) between the logo and any other element, including the edge of the page.

DISK, INCLUDING ENDORSEMENT LINE: ALL INSTANCESPlease note there are two versions of this logo, horizontal and vertical, to suit different design solutions. Clear space rules are the same as core logo (to the right).

The disk version of our logo has been created specifically for endorsement purposes. See the following pages for examples of when and where this version of the logo should be used.

Use any of the following logos according to the background on which they will be placed to give the Manatū Taonga logo the greatest visibility and legibility.

For organisations acknowledging government indemnification of touring exhibitions please use the logo in association with the words: Indemnified by the New Zealand government through

6Our logo – disk version continued

Minimum sizeFor optimum reproduction and legibility, the disk logo shouldn’t be smaller than 20mm in width.

25mm

25mm 42mm

MIMIMUM SIZE

7

USED IN ENDORSEMENT/SUPPORTER CONTEXT:

Wellington Administration Level 2 101 Wakefield Street Wellington 6011

PO Box 6640 Marion Square Wellington 6141 New Zealand

Auckland Development Office Level 3 59-67 High Street Auckland 1010

P 0800 479 674 04 801 3890 F (04) 801 3891 E [email protected] W nzso.co.nz

Season 2010

Our logo – application and acknowledgement

8Core colour

Orange is our core colour. It is vibrant and proud – but is also earthy and grounded in tone. We use black as a support colour.

PANTONE 152C

PANTONE 152U

CMYK COATED: 0/65/100/0

CMYK UNCOATED: 0/60/100/0

RGB: 229/114/0

HEX: #E57200

BLACK

9Typeface

Klim NationalThis typeface was designed in Aotearoa and is a world leading Sans Serif font. It’s a contemporary classic with a distinctive warmth taken from vintage letterpress fonts, blending history with the modern.

Use National Light through to National Semibold – with a preference for the lighter weight fonts. The Bold and Extra Bold weights are very bulky and don’t suit our brand.

This typeface requires kerning (ie: the spacing between the letters) in most instances. As a general rule, the larger the font gets, the more kerning it requires. Body copy needs around -20 tracking overall, yet larger headlines need to be much tighter (around -40).

Default typefaceArial is our typeface for HTML and word processing where National isn’t available.

NationalNATIONAL LIGHT

ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz&1234567890

NATIONAL BOOK


NATIONAL REGULAR


ARIAL REGULAR


NATIONAL MEDIUM


NATIONAL SEMIBOLD


ARIAL BOLD


10Contact details

MedMeMinistry for Culture and Heritage Te Manatū Taonga Phone: +64 4 499 4229 Fax: +64 4 499 4490 Email: [email protected]

1 Brand guidelines - Ministry for Culture and Heritage

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