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RCH Brand Guidelines 
RCH Brandmark
The Royal Children’s Hospital Brand Guidelines | Brandmark | Issued April 2024  
1
RCH Brand Guidelines 
RCH Brandmark
Contents
Brandmark: Overview 
 3
Brandmark: Colour versions 
 4
Brandmark: Single colour versions 
 5
Brandmark: Black versions 
 6
Brandmark: Reversed colour versions 
 7
Brandmark: Reversed white versions 
 8
Brandmark: Square tile versions 
 9
Brandmark: Horizontal tile versions 
 10
Brandmark: Minimum size rules for print and screen 
 11
Brandmark: Clear space rules 
 12
Brandmark: Background colours 
 13
Brandmark: Incorrect use 
 14
Brandmark: RCH icon 
 15
Brandmark: RCH department identification 
 16
Brandmark: RCH Co-branding overview 
18
Brandmark: Co-branding - RCH as primary brand 
 19
Brandmark: Co-branding - RCH as secondary brand 
 20
Brandmark: Co-branding - RCH as equal partner brand 
 21
Brandmark: Co-branding - when to use Melbourne Children’s brand 
 22
The RCH brandmark is the 
primary brand for The Royal 
Children’s Hospital.
All departments, groups and 
projects that belong to the RCH 
must use the RCH brandmark.
This enables the RCH to speak 
with one voice to our patients, 
families, stakeholders and 
community.
The Royal Children’s Hospital Brand Guidelines | Brandmark | Issued April 2024  
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RCH Brand Guidelines 
RCH Brandmark
Brandmark
The Royal Children’s Hospital brandmark 
is a registered trademark of  The Royal 
Children’s Hospital Melbourne and the 
key component of our identity.
Every time the RCH logo us used, it 
communicates the hospital’s responsibility 
for, ownership of, or involvement in 
a service, program or initiative. 
It is derived from the parkland environment 
of the physical hospital and the playful, 
optimistic energy that is at the heart of 
the hospital and its people. The vibrant 
colours, strong figure and bursting shapes 
are a celebration of the spirit of life.
The preferred version of the RCH logo 
is the full colour master brandmark 
shown on this page. Alternatively the 
horizontal version can be used. 
There are several versions of the RCH 
brandmark available for use, depending 
on the medium (print or screen), 
background and application.
There are also tile versions for use on 
background colours other than white.
Other versions include reversed and 
single colour.
Please ensure you are using the most 
appropriate version for your project.
By using the RCH brandmark and RCH 
brand assets you agree to abide by these 
guidelines.
Using the RCH brandmark 
correctly is critical to the integrity 
of the RCH brand.
It is important to ensure that the 
RCH brandmark is presented 
on each platform with clarity, 
legibility and that it is placed in 
a primary size and position before 
all other brand components and 
other content.
The Royal Children’s Hospital Brand Guidelines | Brandmark | Issued April 2024  
3
RCH Brand Guidelines 
RCH Brandmark
Brandmark 
colour versions
The RCH brandmark has two full colour 
versions; the master and the horizontal 
orientation.
The master full colour version should be 
used wherever possible.
The horizontal orientation is recommended 
when space is limited by shape and 
format, to allow for better legibility,  
for example on a website header.
Please ensure you are using the most 
appropriate version for your project.
Master brandmark version
NOTE: 
The master and horizontal 
orientations of the RCH logo 
are also available as reversed, 
single colour and tile versions.
Master brandmark - horizontal version
The Royal Children’s Hospital Brand Guidelines | Brandmark | Issued April 2024  
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RCH Brand Guidelines 
RCH Brandmark
Brandmark 
single colour versions
The RCH brandmark has two single 
colour versions; the master and the 
horizontal orientation. These versions are 
shown in navy—the RCH primary colour.
The master single colour version should 
be used wherever possible.
The horizontal orientation is recommended 
when space is limited by shape and 
format, to allow for better legibility.
Please ensure you are using the most 
appropriate version for your project.
Master brandmark single colour version
NOTE: 
Only use these single colour 
versions if the full colour versions 
cannot be used in the first 
instance. For example, if there is 
a limit to the number of colours 
able to be used.
DID YOU KNOW?
Navy is the RCH corporate colour.
Master brandmark - horizontal single colour version
The Royal Children’s Hospital Brand Guidelines | Brandmark | Issued April 2024  
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RCH Brand Guidelines 
RCH Brandmark
Brandmark 
black versions
Black is not an RCH colour, but there 
may be times when printing dictates 
the use of black only. For this reason, 
the RCH brandmark has black versions; 
the master and horizontal orientation.
The master single colour version should 
be used in the first instance.
Use the master horizontal version when 
space is limited by shape and format,  
to allow for better legibility.
Please ensure you are using the most 
appropriate version for your project.
Master brandmark black version
NOTE: 
Avoid using any black logos 
unless necessary. For example, 
when printing dictates the use 
of black only.
Black is not an RCH colour.
Master brandmark horizontal black version
The Royal Children’s Hospital Brand Guidelines | Brandmark | Issued April 2024  
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RCH Brand Guidelines 
RCH Brandmark
Brandmark 
reversed colour versions
The RCH brandmark has two reversed 
full colour versions; the master and the 
horizontal orientation.
NOTE: Use these versions only on RCH 
navy background.
The master full colour reversed version 
should be used in the first instance.
The horizontal orientation full colour 
reversed version is recommended when 
space is limited by shape and format, to 
allow for better legibility.
Please ensure you are using the most 
appropriate version for your project.
Master brandmark full colour reversed version
NOTE: 
These reversed full colour 
versions should only be used on 
a solid RCH navy background.
Master brandmark - full colour reversed horizontal version
The Royal Children’s Hospital Brand Guidelines | Brandmark | Issued April 2024  
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RCH Brand Guidelines 
RCH Brandmark
Brandmark 
reversed white versions
The RCH brandmark has two reversed 
white versions; the master and the 
horizontal orientation. Use these 
versions only when unable to use full 
colour versions and preferably on the 
RCH navy background.
The master white reversed version 
should be used in the first instance.
The horizontal orientation white reversed 
version is recommended when space 
is limited by shape and format, to allow 
for better legibility.
Please ensure you are using the most 
appropriate version for your project.
Master brandmark white reversed version
NOTE: 
These reversed white versions 
should be used on a solid RCH 
navy background in the first 
instance. They may also be used 
on any RCH primary palette solid 
colour (for example turquoise, 
red, orange, green or pink).
It is important to achieve a high 
level of contrast when placing 
a reversed white version of the  
RCH brandmark.
Master brandmark - white reversed horizontal version
The Royal Children’s Hospital Brand Guidelines | Brandmark | Issued April 2024  
8
RCH Brand Guidelines 
RCH Brandmark
Brandmark 
square tile versions
The RCH brandmark has tile versions; 
square and horizontal.
The master full colour logo on square 
white tile or master full colour reversed 
logo on square navy tile should be used 
in the first instance.
The other versions; navy logo on white 
tile and white logo on navy tile can be 
used when colour is limited.
Please ensure you are using the most 
appropriate version for your project.
Master full colour logo on white tile - square version
Master full colour reversed logo on navy tile - square version
Master navy logo on white tile, Master white logo on navy tile (below)- square versions
NOTE: 
These square tiles can be used on 
any RCH palette colour. And they 
are ideal for use on photographic 
backgrounds.
The Royal Children’s Hospital Brand Guidelines | Brandmark | Issued April 2024  
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RCH Brand Guidelines 
RCH Brandmark
Brandmark 
horizontal tile versions
The RCH brandmark has tile versions; 
square and horizontal.
The master full colour logo on square 
white tile or master full colour reversed 
logo on square navy tile should be used 
in the first instance.
The other versions; navy logo on white 
tile and white logo on navy tile can be 
used when colour is limited.
Please ensure you are using the most 
appropriate version for your project.
Master full colour logo on white tile - horizontal orientation
Master full colour reversed logo on navy tile - horizontal orientation
Master single colour logo on white tile - horizontal orientation
NOTE: 
These tiles can be used on any 
RCH palette colour. And they are 
ideal for use on photographic 
backgrounds.
Master white reversed logo on navy tile - horizontal orientation
The Royal Children’s Hospital Brand Guidelines | Brandmark | Issued April 2024  
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RCH Brand Guidelines 
RCH Brandmark
Minimum size rules 
print and screen
Minimum size requirements ensure 
Minimum widths for print:
the legibility, clarity and integrity of 
the RCH brandmark when it appears 
in print and on screens.
The minimum width of the master, 
horizontal and tile versions are shown  
on this page. However, these minimum 
width requirements apply to all versions 
of the RCH brandmark.
20mm
In print, the master version of the RCH 
24mm
brandmark should never be smaller than 
24mm wide. And the horizontal and tile 
versions should never be smaller than 
30mm in width.
30mm
25mm
On screen, the master version of the 
RCH brandmark should never be smaller 
than 125px wide. And the horizontal and 
tile versions should never be smaller than 
250px in width.
Please ensure you are using the most 
appropriate version and adhere to 
minimum size rules.
30mm
24mm
Print  logos shown at actual size
Minimum widths for screen:
NOTES: 
In print, the mono/single colour 
versions (navy, dark grey and 
black) have slightly smaller 
minimum size requirements as 
they have better legibility.
250px
On screens (websites, mobile 
apps, PowerPoint), the horizontal 
version of the RCH brandmark is 
preferred due to better legibility 
at smaller sizes.
Screen sizes vary and it is the 
designer’s responsibility to ensure 
125px
clarity and legibility depending 
on the platform they are 
designing for. 
125px
Screen logos not shown at actual size
The Royal Children’s Hospital Brand Guidelines | Brandmark | Issued April 2024  
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RCH Brand Guidelines 
RCH Brandmark
Clear space rules
To maintain the clarity of the RCH 
Clear space for master, all horizontal and all tile versions:
brandmark and to maximise its visual 
impact, clear space rules have been 
defined and must be observed in all print 
and screen applications.
X
Height
Clear space is the minimum area 
surrounding the brandmark that must 
remain free from any other graphic 
element or text. 
For the master, horizontal and tile 
versions of the RCH brandmark, the 
minimum clear space is determined by 
the distance between the height of the 
X
letter ‘T’ to the base of the letter ‘C’.  
Height
This depth is then applied to all sides 
of the brandmark.
X
Height
X
Height
X
Height
NOTES: 
The specified clear space shown 
here is a bare minimum only. 
Wherever possible try to apply 
more clear space than the 
X
Height
minimum specified.
The Royal Children’s Hospital Brand Guidelines | Brandmark | Issued April 2024  
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RCH Brand Guidelines 
RCH Brandmark
Background colours
Always use the full colour brandmark 
version on a white background or the 
reversed version on the navy background.
As a design option, a mono version  
(navy or white) can be used on any RCH 
brandmark colour. The designers 
discretion should be used to ensure 
legibility.
In all other instances use a tile version 
of the RCH brandmark.
Avoid placement of the brandmark on 
a black background unless printing is 
restricted. Black is not an RCH colour.
White or RCH navy are the preferred background colours for the RCH brandmark
Mono/single colour versions (navy or white) of the RCH brandmark can be placed 
on any brandmark colour (navy, turquoise, green, orange, red and yellow)
NOTES: 
The full colour reversed version  
of the RCH brandmark can only 
appear on RCH Navy.
When the brandmark appears on 
any colour from the RCH 
brandmark palette it must be 
either white or navy.
In all other instances, a tile version 
should be used.
Mono/single colour versions (navy or white) of the RCH brandmark can also be placed 
on RCH Gumleaf Green–a primary colour palette colour
The Royal Children’s Hospital Brand Guidelines | Brandmark | Issued April 2024  
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RCH Brand Guidelines 
RCH Brandmark
Incorrect use
There is only one way to correctly use 
the RCH brandmark and that is to place 
the file as supplied. It must not be 
altered or modified in any way.
Some examples of incorrect use are 
shown on this page. Please adhere to 
brand guidelines. 
DO NOT:
DO NOT stretch the brandmark,  
DO NOT use the leaves as 
•  stretch the brandmark, place it on 
put it on an angle or skew it
 a graphic device or pattern
an angle or skew it
•  change the typeface
•  place it over a photo
•  change the porportions of any part 
of the brandmark
•  use the leaves as a graphic device 
or pattern
•  impede the clear space surrounding 
the brandmark
•  change the colours
DO NOT change the typeface
DO NOT impede the clear space 
surrounding the brandmark
•  change the proportions
•  sample elements to create another logo
•  use as an illustration for any other 
purpose
•  add any words or names to create 
another logo
•  animate the logo in videos
 
DO NOT place it over a photograph or 
DO NOT change the colours
NOTES: 
background other than the specified 
brand colours
It is imperative to not add any 
graphic element to the RCH 
brandmark. This includes names, 
words, pictures, illustrations and 
cartoons.
DO NOT add department names, 
RCH 
names of services, centres or 
Gardening 
Club
clubs. Please refer to RCH 
Department Identification on 
page 16 for more information.
DO NOT change the proportions 
DO NOT add words or names 
of any parts of the brandmark
to create another logo
The Royal Children’s Hospital Brand Guidelines | Brandmark | Issued April 2024  
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RCH Brand Guidelines 
RCH Brandmark
RCH icon (Restricted use)
Use of the RCH icon (the symbol 
without the wordmark or name of the 
hospital) is restricted. 
The RCH icon must not be used 
in place of the RCH brandmark.
Its use is restricted to instances where 
the full RCH brandmark appears first 
and the RCH icon in a secondary position 
and size. 
One example of this may be an RCH 
branded PowerPoint presentation for a 
RCH event. In this instance, the full RCH 
brandmark appears on the title slide and 
the RCH icon appears on the inner slides.
The icon may be used at the discretion 
of RCH Communications designers, but 
RCH icon
needs permission when used by staff 
and external suppliers.
NOTE: 
Use of the RCH icon is restricted.
Never use the RCH icon in place 
of the full RCH brandmark.
Minimum size and clear space 
rules apply.
The RCH icon must not be 
provided to external suppliers 
There are four versions of the RCH icon;  
The RCH icon in either navy or white  
when they request use of the 
full colour (as shown at top),  
can be placed on any brandmark colour 
RCH brandmark.
full colour reversed (allowed only on navy 
background), white or navy.
The Royal Children’s Hospital Brand Guidelines | Brandmark | Issued April 2024  
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RCH Brand Guidelines 
RCH Brandmark
RCH department identif ication
The primary (and only) brand to be 
shown by departments, centres, groups 
and projects of The Royal Children’s 
Hospital (RCH) is the RCH brandmark.
It is not acceptable for departments, 
centres, groups and projects to develop 
and promote their own logos. This 
leads to confusion, both internally and 
externally, as to how these groups are 
connected to the RCH. It also presents 
an inconsistent brand identity to the 
community, stakeholders and wider 

audiences.
Department, centre, group and project 
names do not appear as part of the RCH 
brandmark.
All communications and collateral from 
the RCH should state which department 
or centre it originates from unless it is 
organisation-wide collateral. In most 
cases, the name of the department or 
centre will be recognised in bold text 
alongside the contact details, on the 
cover or title. It may appear in sentence 
case or be capitalised.
It is important that the official list of 
department names is referred to–to 
ensure consistency across all channels 
of communication, including signage. 
Capitalisation, spelling and punctuation 
must not be changed. The word ‘and’ 
should be spelled out and ampersands 
(&) should not be used. Particles such as 
‘the’ and ‘of’ should not be capitalised.
NOTE: 
It is not acceptable for centres, 
groups and projects of the RCH 
to develop and promote their 

own logos.
And it is unacceptable for any 
Example of RCH department identification, correctly showing department name 
centre, group and project of the 
 grouped with contact details on department letterhead.
RCH to promote themselves 
 For more examples, please refer to following page.
whilst excluding the RCH 
brandmark from their materials.
The Royal Children’s Hospital Brand Guidelines | Brandmark | Issued April 2024  
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RCH Brand Guidelines 
RCH Brandmark
RCH department identification
The primary (and only) brand to be 
shown by departments, centres, groups 
and projects of The Royal Children’s 
Hospital (RCH) is the RCH brandmark.
When their materials have a distinct look 
and feel utilising other RCH brand assets 
such as colour, pattern, illustration and 
typography there is no need for any 
department, service or program 
to develop their own logos.
NOTE: 
Each of of these RCH 
departments, services or 
programs correctly shows the 
RCH logo as a primary brand, 
with department identification 
also clearly stated. 
Various examples showing correct department identification
The Royal Children’s Hospital Brand Guidelines | Brandmark | Issued April 2024  
17



RCH Brand Guidelines 
RCH Brandmark
Co-branding overview
There are many projects, events, 
initiatives or services where 
The Royal Children’s Hospital (RCH)  
is involved or partners with others.  
And it is important that the relationship 
of the RCH to the project is accurately 
presented.
If it isn’t, there could be confusion, and 
potentially even legal ramifications, if the 
RCH brand is incorrectly used.
These guidelines specify the RCH 
approach to co-branding. They are 
designed to protect the reputation of the 
RCH and ensure an exemplary level of 
professionalism when communicating to 
various audiences.
RCH as primary brand 
There are only three variations 
for co-branding:
1.  RCH as primary brand  
(lead partner)
2.  RCH as secondary partner 
(secondary brand)
3.  RCH as equal partner 
(equal partner brand)
RCH as secondary brand 
RCH as equal partner brand 
The Royal Children’s Hospital Brand Guidelines | Brandmark | Issued April 2024  
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RCH Brand Guidelines 
RCH Brandmark
Co-branding: 
RCH as primary brand
It is important that RCH branding is 
correctly used to protect the reputation 
of the RCH brand.
When the RCH as an organistaion is 
communicating to its audiences,  
RCH is the primary brand. This includes 
communication from any RCH 
department, centre, service or project.
The RCH brandmark must appear in 
a primary position and size. Any 
secondary brands (if required), must 
appear in a seperate, smaller and less 
prominent position than the RCH brand.
When RCH is the primary brand, the 
materials must be produced in the RCH 
brand style and comply with RCH brand 
guidelines.
NOTE: 
When the RCH as an organistaion 
communicates with its audience, 
the RCH must be the primary 
brand.
When the RCH has governance 
of a project or initiative, the RCH 
must be the primary brand and 
all other brands must appear in  
a secondary size and position 
to the RCH brand.
The Royal Children’s Hospital Brand Guidelines | Brandmark | Issued April 2024  
19

RCH Brand Guidelines 
RCH Brandmark
Co-branding: 
RCH as secondary brand
It is important that RCH branding is 
correctly used to protect the reputation 
of the RCH brand, even when the RCH 
partners with other organisations.
When RCH is the secondary brand, 
the materials must be produced in the 
primary brand style and follow their 
brand guidelines. 
In this scenario, the RCH brandmark 
must appear in a secondary position and 
size to the primary brand and must be 
seperate from it.
When using the RCH as a secondary 
brand, our Brandmark and Co-branding 
Guidelines must be followed to ensure 
the RCH brandmark meets minimum 
size, clearspace and background 
requirements.
If the relationship of the RCH to the 
project is not clear, there must be a 
‘relationship statement’ included near 
the RCH logo to clearly explain this.
NOTE: 
When RCH is not the primary 
brand, the RCH must appear in 
a secondary size and position to 
the primary brand. 
The materials must be produced 
in the primary brand style  
(not in the RCH brand style).
An example of a relationship 
statement:
The Centre for Community Child 
Health is a department of The 
Royal Children’s Hospital and 
a research group of Murdoch 
Children’s Research Instititute.
The Royal Children’s Hospital Brand Guidelines | Brandmark | Issued April 2024  
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RCH Brand Guidelines 
RCH Brandmark
Co-branding: 
RCH as equal partner brand
It is important that RCH branding is 
correctly used to protect the reputation 
of the RCH brand, even when the RCH 
partners with other organisations.
When the RCH is an equal partner brand, 
the materials must be produced in the 
style of the program or service. 
In this scenario, the RCH brandmark 
must appear in equal size and position 
to the other brands.
When using the RCH as an equal partner 
brand, our Brandmark and Co-branding 
Guidelines must be followed to ensure 
the RCH brandmark meets minimum 
size, clearspace and background 
requirements.
The relationship of the RCH to the 
project must be clear. Ideally the equal 
partner brands are grouped together 
under a title, such as ‘Alliance members’ 
or ‘Project partners’.
The Royal Children’s Hospital Brand Guidelines | Brandmark | Issued April 2024  
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RCH Brand Guidelines 
RCH Brandmark
Co-branding: 
when to use Melbourne Children’s
The Melbourne Children’s brand is 
restricted for use only for projects, 
programs, events and initiatives 
where they are equally managed and 
represented by The Royal Children’s 
Hospital, Murdoch Childrens Research 
Institute and the University of 
Melbourne. 
Examples include Melbourne Children’s 
Trial Centre (MCTC), Melbourne 
Children’s Centre for Health Analytics, 
and Grand Rounds.
NOTE: 
For guidance on using Melbourne 
Children’s please contact your 
Communications team.
The Royal Children’s Hospital Brand Guidelines | Brandmark | Issued April 2024  
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