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

2. 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

3. ELEMENTS OF THE NEW BRAND AND HOW TO USE THEM

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

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

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

15. 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

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

17. 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

18. PROCESSES AND PROCEDURES

19. 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

20. 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

21. 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

22. HOW TO ENGAGE WITH THE OFFICE OF MARKETING AND COMMUNICATION

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

24. 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

25. 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

26. 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

27. 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.

28. 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.

29. 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.