The Western Sydney University Brand Good morning all and welcome to my talk the western sydney university brand. The Western Sydney University Brand

AGENDA ELEMENTS OF THE NEW BRAND AND HOW TO USE THEM BRAND RESOURCES PROCESSES AND PROCEDURES HOW TO ENGAGE WITH THE OFFICE OF MARKETING AND COMMUNICATION on the elements of the new branding, the new logo and how it can be used and it what context. Ill take you through the brand resources site, the resourses and tools that are available. And how the 18/11/2015

ELEMENTS OF THE NEW BRAND AND HOW TO USE THEM

THE BRAND MARK THREE STACKED LOGO TWO STACKED LOGO ELEMENTS OF THE NEW BRAND AND HOW TO USE THEM THE BRAND MARK Two stack vs three stack. When deciding on which logo to use please refer to guidelines and the decision tree. Within the digital guidelines context, the two stacked logo is used for our websites and most digital material. When using the three stacked logo it is mainly used for print and digital material merchandise. We will be phasing out the two stacked logo for print material within the future as the push is for one consistent logo across all promotional and brand material with the exception of websites. THREE STACKED LOGO TWO STACKED LOGO 18//11/2015

ELEMENTS OF THE NEW BRAND AND HOW TO USE THEM THE BRAND MARK COLOURS Color variants of the logo. We will be using the decision tree to determine the best use for each of these logos. The requirements and guidelines to use these logos are also found in the digital and print guidelines but I’ll take you through some of the parameters now. To ensure legibility and accuracy in the representation of the brand mark these colour rules apply. When used on a white/light backgrounds the colour Brand Mark is the strongest and should be predominantly used. On Backgrounds which are busy, either the black or white Brand Mark should be used at the discretion of the designer. The Brand Mark which ensures greatest clarity and legibility should be used. In instances where printing is limited to black and white, the black Brand Mark should be used on all white/light backgrounds and the white reversed Brand mark should sit on all black/dark backgrounds. 18/11/2015

THE BRAND MARK URL lock up, emphasise shield ELEMENTS OF THE NEW BRAND AND HOW TO USE THEM THE BRAND MARK URL lock up, emphasise shield The emphasis shield on the left should not be produced on its on due to the shield not containing enough brand collateral, to be recognised within the market without context. The shield can be locked up with the University URL. This lock-up is for special use only i.e on sponsorship banners at events, advertising and as a sign-off on collateral. Strict rules around how the lock-up appears have been created. The example on the right illustrates the correct scale and position based on a proportionate scaling approach. The scale of this proportion is defined by the overall height and width of the Shield, as a spacing guide. 18/11/2015

CLEAR SPACE & MINIMUM SIZE ELEMENTS OF THE NEW BRAND AND HOW TO USE THEM USING THE LOGO CLEAR SPACE & MINIMUM SIZE Clear space, minimum size for the logo is 7mm in height. The shield minimum requirements are 4mm any smaller would be inaccessible. lear space Clear space ensures the impact of the Brand Mark is not diminished by being crowded by other design elements or logos. In special circumstances it may be necessary to use less clear space, e.g. the reproduction of the logo on a pen. Please consult the Brand Custodian for approval. This includes looking for the ideal placement when layering the Brand Mark on an image so the Brand Mark is clearly visible and the brand is easily identified. Note: The Shield can sit over an image, in this instance the clear space is not applicable. Minimum size Minimum size conditions ensure reproduction and appropriate scale of the Brand Mark. Clear space 18/11/2015

ELEMENTS OF THE NEW BRAND AND HOW TO USE THEM USING THE LOGO Logo lock ups , only for schools, research institutes and research centres. 18/11/2015

COLOURS PMS (Pantone Matching System), CMYK, RGB, Hex ELEMENTS OF THE NEW BRAND AND HOW TO USE THEM COLOURS PMS (Pantone Matching System), CMYK, RGB, Hex The Primary Colour Pallete is on the left, the Secondary colour pallete on the right and the Tertiary Colour Pallete is the bottom two rows on the right. PRIMARY CRIMSON The hero colour in this palette is crimson. crimson forms the academic base for all our communications. The crimson is supported by a fluorescent orange, when used in combination these colours create an unexpected, vibrant contrast. When reproduction is limited to CMYK a colour breakdown has been supplied. The primary palette is to be used across core brand communications. Colour Consistency Accurate representation of these colours is critical to building brand awareness and reinforcing Western Sydney University ownership of this colour palette. Secondary colour pallete. The secondary palette is used to highlight core programs at Western Sydney University. The Academy, Research and Graduate School have their own designated colour. The secondary palette is to be used across core program communications in combination with the Primary palette. Tertiary Colour Palette The tertiary palette is made up of tints of the crimson and teal with the addition of a vibrant purple, to further extend the bold, unexpected palette. The tertiary palette is to be used in combination with the Primary and Secondary palette. 18/11/2015

RGB – DIGITAL REPRODUCTION CMYK - PRINT REPRODUCTION ELEMENTS OF THE NEW BRAND AND HOW TO USE THEM USING THE LOGO COLOUR DIFFERENCES RGB – DIGITAL REPRODUCTION CMYK - PRINT REPRODUCTION As the logo has many variants I want to talk about the differences between RGB and CMYK logos, I don’t want to get too technically with this explanation but this is just a run-down on which logos to use in which circumstance. RGB logos are made to be used for digital production, this means the logo is colour corrected for Screens. RED GREEN and BLUE channels. When to not use RGB is when printing the logo. CMYK logos are made to be used for print production, this means the logo is colour corrected for printers. In Cyan Magenta Yellow and Key or Black. As seen in this screen RGB is the correct instance of the logo and the correct crimson is demonstrated. As for the CMYK counterpart you can see it is alternatively darker not representing the correct Western Crimson, these are little details for you all to be aware of when implementing the logos. If you follow the decision tree with reference to the guidelines you will have greater chance of success. The values below are to just give you examples of what the crimson value looks like in both channels. HEX #990033 C 7 M 100 Y 68 K 32 18/11/2015

ELEMENTS OF THE NEW BRAND AND HOW TO USE THEM A4 COVERS Minimalist Here is example of the emphasis shield used in conjunction with the three stack coloured logo. As seen it is very minimalist with a clear focus in mind. The branding’s aim is to bring the eye to the shield then the supporting graphics and content. 18/11/2015

ADVERTISING Minimalist, unapologetic ELEMENTS OF THE NEW BRAND AND HOW TO USE THEM ADVERTISING Minimalist, unapologetic These designs are examples of the style and hierarchy of how the logo is used in various advertising mediums from billboards to print publications. These designs are minimalist and unapologetic to the brand. Always reiterating the student focused message. 18/11/2015

The Academy PP Example – Academy Unique photography style – red academy background. Emphasis shield overlay. The Academy

Research PP Example – Research This is our research Purple chosen to visually represent research elements of the University. Research

Graduate Research School PP Example – Grad And this is our Teal chosen to visually represent bold and dynamic qualities of the Graduate Research School. Graduate Research School

BRAND RESOURCES The brand resources offer a range of guidelines to inform staff on how the new brand can be implemented visually and verbally.

WESTERNSYDNEY.EDU.AU/BRAND BRAND RESOURCES BRAND WEBSITE WESTERNSYDNEY.EDU.AU/BRAND Brand Guidelines Digital Guidelines Verbal Assets PP Templates Fax and Letterhead Template Poster and Flyer Templates The brand resources can be found using the url. Westernsydney.edu.au/brand , unfortunately the page can only be accessed behind our uws wired and wireless network. We are currently working on this problem so that it can be accessible outside of university campus’s…... just like in this moment. 18/11/2015

PROCESSES AND PROCEDURES

PROCESSES AND PROCEDURES USING THE LOGO This is a Christmas tree, I mean logo decision tree. Just like chrismas the logos will be at the bottom of the tree. So shortly I will take you through the decision tree and how this resource can be used to source correct logos for relevant promotional spaces. 18/11/2015

WESTERNSYDNEY.EDU.AU/USINGTHELOGO PROCESSES AND PROCEDURES SOURCING THE LOGO WESTERNSYDNEY.EDU.AU/USINGTHELOGO Logo decision tree, links to approval, demo of site TWO instances. Marked on the decision tree. 18/11/2015

OR WESTERNSYDNEY.EDU.AU /USINGTHELOGO WESTERNSYDNEY.EDU.AU PROCESSES AND PROCEDURES APPROVAL TO USE THE LOGO WESTERNSYDNEY.EDU.AU /USINGTHELOGO OR WESTERNSYDNEY.EDU.AU /OMCLOGOAPPROVAL For high collateral logo’s that are seen by future students please use either the logo decision tree or the logo approval form, if unsure on logo usage. It is not necessary to seek approval if the logo will be seen only by current students or staff. 18/11/2015

HOW TO ENGAGE WITH THE OFFICE OF MARKETING AND COMMUNICATION

WESTERNSYDNEY.EDU.AU/MARKETINGANDCOMMUNICATION HOW TO ENGAGE WITH THE OFFICE OF MARKETING AND COMMUNICATION OMC WEBPAGE WESTERNSYDNEY.EDU.AU/MARKETINGANDCOMMUNICATION 18/11/2015

BRANDING, MARKETING AND ADVERTISING HOW TO ENGAGE WITH THE OFFICE OF MARKETING AND COMMUNICATION BRANDING, MARKETING AND ADVERTISING BOOK PULL UP BANNERS REQUEST PRINT ADVERTISING IMEDIA AND DESIGN DESIGN REQUEST INTERNAL COMMUNICATIONS REQUEST ADVICE SOCIAL MEDIA List list. REQUEST SOCIAL MEDIA POSTS, CHANNELS AND CAMPAIGNS MEDIA AND PUBLIC RELATIONS SUGGEST A STORY 18/11/2015

WESTERNSYDNEY.EDU.AU/OMCDESIGNREQUEST PROCESSES AND PROCEDURES DESIGN REQUESTS WESTERNSYDNEY.EDU.AU/OMCDESIGNREQUEST For Any design requests please refer to the OMC DESIGN request form within our OMC site. Demo Site. 18/11/2015

BRAND SPECIFIC QUESTIONS OMCMARKETING@WESTERNSYDNEY.EDU.AU For any questions or concerns on how to use the logo please first refer to the guidelines, logo approval form and the decision tree, For any question relating to brand specific material that are not addressed within the guidelines please contact omcmarketing@westernsydney.edu.au

UAC END OF SEP 2015 PREFERENCE REPORT THE APPLICATION OF BRAND IS SEEN IN THE NUMBERS We have received very favorable feedback and great stats coming out of the UAC end of September 2015 Preference report. In this report we have cross cross references stats from 2014 preference report.

6. 7% INCREASE IN SCHOOL LEAVERS FIRST PREFERENCE 1 6.7% INCREASE IN SCHOOL LEAVERS FIRST PREFERENCE 1.5% INCREASE IN NON-SCHOOL LEAVERS FIRST PREFERENCE We have discovered that there is a 6.7 percent increase in school leavers first preference and a 1.5 percent increase in non-school leavers first preference.

4.4% NET INCREASE IN OVERALL FIRST PREFERENCE This determines the net increase of overall student first preference to Western Sydney University to be 4.4 percent. So I on behalf of the web team congratulate the CMS community on their enormous support and effort this year to make these positive numbers possible.