AIHW Brand Guide 2021 FINAL.pdf

The AIHW Brand
AIHW branding guidelines
Version 1
March 2021
1

About this guide
This guide has been developed to support AIHW staff and
stakeholders to ensure the AIHW brand is applied consistently
across all official communications materials and documents.
If you require additional guidance, please contact the Strategic
Communications & Stakeholder Engagement Unit via email:
xxxxxxxxxxxxxx@xxxx.xxx.xx
2

Table of contents
What we do 4
Brand elements
18
AIHW brand   5
Brand colours
19
Components of the brand
6
Core colours
20
The Australian Government logo
7
Accent colours
21
The AIHW brand mark
9
Graphs and figures colours
22
Tagline
11
Typeface (typeface/font)
23
Using the logo and brand mark together
12
Graphic elements
25
  Logo and brandmark options
14
  Icons
26
  Positioning
15
Trajectory bars and data points
27
  Positioning across various documents
15
Imagery
28
Verbal and written acknowledgement
17
Types of Imagery
29
Further information and resources
30
3

What we do
The AIHW is an independent federal government agency with more than 30
years of experience working with health and welfare data.
We produce authoritative and accessible information and statistics to inform and
support better policy and service delivery decisions, leading to better health and
wellbeing for all Australians.
We publicly release over 200+ reports and data analyses annually covering over
75 health and welfare topics. These are widely used by government, researchers,
policymakers and the community.
The AIHW is recognised both nationally and internationally for our statistical
expertise and proven track record in providing high quality, independent evidence.
4

AIHW brand
The AIHW brand ensures consistency in everything the AIHW produces–
irrespective of where it appears, and who created it. It helps our
audience to recognise an AIHW product instantly.
This brand guide provides guidance on the considerations that have
been made in regards to any product that bears the AIHW name.
It sets out the do’s and don’ts on all of the big and little things that make
the AIHW products uniquely ‘ours’, including the size and placement of
our logo and brand mark, and use of fonts and colours.
5

Components of the brand
- The Australian Government logo
- The AIHW brand mark
- Tagline

The Australian Government logo
In June 2003, the Australian Government decided that a common
branding would apply to all Australian Government departments
and agencies to ensure recognisability and consistency—the
Commonwealth Coat of Arms with the full name of the department
or agency.
The Australian Government logo must have prominence over and
X
X
X
X
above other images and graphic elements. Where possible, the logo
X
must be placed at the top of the item it appears on and other logos,
X
text or images must be placed below or to the right of the crest.
X
The minimum size requirements must be followed at all times.
However, on items such as name badges and business cards where
X
it may not be possible to adhere to this, the crest may be altered in
X
size, but must remain recognisable.
X
Visit the website of The Australian Government Department of Prime Minister and
Cabinet at www.pmc.gov.au and view the Australian Government guidelines on the
use of the Australian Government logo by Australian Government Departments and
Agencies.
Minimum
20mm
7

There are 4 variations of the logo (inline, strip, stacked and stacked strip) that may be
used in different applications.
1. Inline
2. Stacked
3. Strip
4. Stacked strip
The graphic designers are our in-house experts on the use of the AIHW logo and
brand mark, so please contact them if you have any queries.
8

The AIHW brand mark
The AIHW brand mark has been designed to reflect the AIHW’s unique
‘personality’ as a contemporary, authoritative and accessible data
organisation and should be used when communicating to stakeholders.
The colour palette is evident across the many AIHW platforms and it
immediately signals to our varied audiences and stakeholders that this
product ‘is from the AIHW’.
The AIHW brand mark is provided in the colour combinations as depicted:
• rainbow
• black
• white
The preferred format for the AIHW brand mark is rainbow, but discretion
can be used to select the appropriate type for specific use case scenarios.
No other colours are permitted. The logo and brand mark should be used
on all materials where size permits.
The brand mark may be used by itself on occasion when product design
does not allow the compliant use of the Australian Government logo.
The graphic designers are our in-house experts on the use of the AIHW
logo and brand mark, so please contact them if you have any queries.
9

The minimum size requirements must be followed whenever possible.
However, on items such as name badges and identity cards where it is not possible, the
AIHW brand mark may be altered in size, but must remain recognisable.
Minimum size and clear space as illustrated apply to all variations of the AIHW brand mark.
x
x
x
x
Stronger evidence,
better decisions,
improved health and welfare
Minimum
Stronger evidence,
better decisions,
17 mm (print)
improved health and welfare
70 px (digital)
Minimum
x
30 mm (print)
120 px (digital)
10

Tagline
The AIHW’s vision, ‘Stronger evidence, better decisions, improved health and welfare’, is
the tagline that accompanies the brand mark. It should be used on all materials where
possible; the exception is small items such as business cards, name badges, and name
plates where it may not be suitable.
The tagline may also be removed from the brand mark if the brand mark is being used
multiple times within a document; for example, if it is in the footer.
The brand mark with tagline is available in stacked and inline versions. The most suitable
option should be selected for the space and layout available.
1. Stacked
2. Inline
Stronger evidence,
better decisions,
improved health and welfare
Stronger evidence,
better decisions,
improved health and welfare
11

Using the logo and
brand mark together
- Logo and brand mark
- Positioning
- Positioning across various documents

Using the logo and
brand mark together
The AIHW brand mark and the Australian Government logo should be used
on all materials where possible.
The Australian Government logo must be placed at the top of any item it
appears on. Other logos, text and images must not be placed above or to
the left of the logo.
Whenever possible, the AIHW brand mark should also appear only once
within a document/material and must not be used as an artistic element or
watermark. Again, an exception may be made if it is necessary to use it on
every page, for example, in a footer of a presentation. In this instance, the
AIHW brand mark without tagline may be used at the minimum size.
13

AIHW graphic design style
Using the logo and brand mark together
AIHW graphic design style
Using the logo and brand mark together
AIHW graphic design style
The AIHW brand mark and the Australian Government logo should be used on all
AIHW graphic design style
materials where possible .
Using the logo and brand mark together
The AIHW brand mark and the Australian Government logo should be used on all
Minimum sizes
materials where possible .
Using the logo and brand mark together
The AIHW brand mark and the Australian Government logo should be used on all
When used together, the logo and brand mark must be larger than the minimum
Minimum sizes
materials where possible .
sizes specified for individual use (see pages 8 and 11).
The AIHW brand mark and the Australian Government logo should be used on all
When used together, the logo and brand mark must be larger than the minimum
Minimum sizes
materials where possible .
The size and proportions of the logo and brand mark should remain consistent
sizes specified for individual use (see pages 8 and 11).

When used together, the logo and brand mark must be larger than the minimum
across the material
Minimum sizes  .
The size and proportions of the logo and brand mark should remain consistent
sizes specified for individual use (see pages 8 and 11).

When used together, the logo and brand mark must be larger than the minimum
Where the brand mark is used alongside the logo, the top of the AIHW brand mark
across the material .
The size and proportions of the logo and brand mark should remain consistent
sizes specified for individual use (see pages 8 and 11).

aligns with the top of the ‘A’ in ‘Australian Government’, and the bottom of the brand
Where the brand mark is used alongside the logo, the top of the AIHW brand mark
across the material .
mark (not including the tagline) aligns with the bottom of the ‘A’ in ‘Australian Institute’
The size and proportions of the logo and brand mark should remain consistent
.
Logo and brand mark Options
aligns with the top of the ‘A’ in ‘Australian Government’, and the bottom of the brand
Where the brand mark is used alongside the logo, the top of the AIHW brand mark
across the material .
These examples illustrate how the brand mark's height should align with the logo.
mark (not including the tagline) aligns with the bottom of the ‘A’ in ‘Australian Institute’ .
aligns with the top of the ‘A’ in ‘Australian Government’, and the bottom of the brand
Horizontal distance between the logo and the selected brand mark option will
Where the brand mark is used alongside the logo, the top of the AIHW brand mark
These examples illustrate how the brand mark's height should align with the logo.
mark (not including the tagline) aligns with the bottom of the ‘A’ in ‘Australian Institute’ .
depend on the product .
Option A
Option B
Option C
aligns with the top of the ‘A’ in ‘Australian Government’, and the bottom of the brand
Horizontal distance between the logo and the selected brand mark option will
These examples illustrate how the brand mark's height should align with the logo.
mark (not including the tagline) aligns with the bottom of the ‘A’ in ‘Australian Institute’ .
depend on the product .
Horizontal distance between the logo and the selected brand mark option will
These examples illustrate how the brand mark's height should align with the logo.
depend on the product .
Horizontal distance between the logo and the selected brand mark option will
Stronger evidence,
Option 1
depend on the product .
better decisions,
improved health and welfare
Stronger evidence,
Stronger evidence,
better decisions,
better decisions,
improved health and welfare
improved health and welfare
Stronger evidence,
Stronger evidence,
better decisions,
better decisions,
improved health and welfare
improved health and welfare
Stronger evidence,
Stronger evidence,
better decisions,
better decisions,
improved health and welfare
improved health and welfare
Stronger evidence,
Stronger evidence,
better decisions,
better decisions,
improved health and welfare
improved health and welfare
Stronger evidence,
Stronger evidence,
better decisions,
Option 2
better decisions,
improved health and welfare
improved health and welfare
Stronger evidence,
Stronger evidence,
better decisions,
better decisions,
improved health and welfare
improved health and welfare
Stronger evidence,
Stronger evidence,
better decisions,
better decisions,
improved health and welfare
improved health and welfare
Stronger evidence,
better decisions,
Stronger evidence,
improved health and welfare
better decisions,
improved health and welfare
Stronger evidence,
Stronger evidence,
better decisions,
better decisions,
improved health and welfare
improved health and welfare
Option 3
Stronger evidence,
Stronger evidence,
better decisions,
better decisions,
improved health and welfare
improved health and welfare
Stronger evidence,
Stronger evidence,
better decisions,
better decisions,
improved health and welfare
improved health and welfare
Stronger evidence,
better decisions,
Stronger evidence,
improved health and welfare
better decisions,
improved health and welfare
Stronger evidence,
Stronger evidence,
better decisions,
better decisions,
improved health and welfare
improved health and welfare
Stronger evidence,
Stronger evidence,
better decisions,
better decisions,
improved health and welfare
Option 4
improved health and welfare
Stronger evidence,
Stronger evidence,
better decisions,
better decisions,
improved health and welfare
improved health and welfare
13
Stronger evidence,
better decisions,
improved health and welfare
13
13
14
13

Positioning
The AIHW brand mark should align with the Australian Government logo whenever possible. It may be placed in
the top right, bottom left or bottom right of an application.
Positioning across various documents
Australia’s welfare
Australian Institute of Health and Welfare
Australia’s welfare 2019: data insights presents an
overview of the welfare data landscape and explores
selected welfare topics—including intergenerational
disadvantage, income support, future of work, disability
services, elder abuse and child wellbeing—in 8 original articles.
Australia’s welfare 2019 is the 14th biennial welfare report
2019
of the Australian Institute of Health and Welfare.
Australia’s

This edition introduces a new format and expanded
data insights
Australian Institute of Health and Welfare
Australian Institute of
product suite:
Health and Welfare
• Australia’s welfare 2019: data insights
welfare 2019
Alcohol and other drug treatment services in Australia 2018–19
• Australia’s welfare snapshots
Alcohol and other drug
• Australia’s welfare 2019: in brief
data insights
Annual
treatment services in
• Australia’s welfare indicators
Australian Institute of
report
Australia 2018–19
Health and Welfare
In 2018–19, 1,283 publicly funded alcohol and other drug
Annual report
2018–19
Annual
(AOD) treatment services provided just under 220,000
treatment episodes to an estimated 137,000 clients.
report
The four most common drugs that led clients to seek
treatment for their own drug use were alcohol (36% of
all treatment episodes), amphetamines (28%), cannabis
2018–19
(20%) and heroin (5%). Almost two-thirds (64%) of all
2018–19
clients receiving treatment were male, and the median
age of clients was 34 years.

1 Thynne Street
GPO Box 570
www.aihw.gov.au
Bruce ACT 2617
Canberra ACT 2601
Australia
Australia
@aihw
xxxx@xxxx.xxx.xx
+61 2 6244 1000
aihw.gov.au
+61 2 6244 1000
xxxx@xxxx.xxx.xx
@aihw
www.aihw.gov.au
GPO Box 570
1 Thynne Street
Canberra ACT 2601
Bruce ACT 2617
Australia
Australia
Stronger evidence,
better decisions,
Stronger evidence,
improved health and welfare
better decisions,
improved health and welfare
15

Verbal and
written acknowledgement

Verbal and written
acknowledgement
On occasions when a visual branding is not
[Organisation] acknowledges the
used, a verbal or text based acknowledgment
support of The Australian Institute
may be included. These include, media releases,
of Health and Welfare XXXXXX [insert
interviews, conference presentations, online
specific release, dataset or statistics
content, project promotions and social media posts.
as applicable]’.
Where possible, a hyperlink through to the
AIHW release or homepage is preferred.
17

Brand elements
- Brand colours
- Core colours
- Accent colours
- Graph and figure colours
- Typeface (typeface/font)

Brand colours
The AIHW’s colour palette includes four core and
Core colours
five accent colours, and is consistent across online/
on screen and printed products.
In general:
•   choose 1 core colour, and use it throughout;
use shades of your core colour to show differences
Accent colours
• choose 1 accent colour if you need some colour contrast
•      do  not  use  accent  colours  instead  of/in
preference to, a core colour.
19

Core colours
The AIHW brand has four primary ‘core’ colours—
blue, teal, green and charcoal.
Even though it is one of the core colours, charcoal is
used sparingly, for elements such as text and graph
axes.
Blue
Teal
Green
Charcoal
Printed documents
Printed documents
Printed documents
Printed documents
The three remaining core colours (blue, teal and
C 82 M 39 Y 31 K 4
C 76 M 29 Y 75 K 13
C 72 M 28 Y 100 K 13
C 69 M 59 Y 56 K 39
green) should always be used before the secondary
PMS 2150 C
PMS 2408 C
PMS 2278 C
PMS Cool Grey 11 C
accent colours.
Screen
Screen
Screen
Screen
R41 G125 B150
R 65 G 128 B 91
R 82 G 130 B 48
R 69 G 73 B 75
HEX #297d96
HEX #41805b
HEX #528230
HEX #45494b
If necessary, one secondary accent colour can be
used (that is, plum, purple, orange, lime, and sky).
20

Accent colours
There are five secondary ‘accent’ colours that are to be used sparingly across AIHW
products. Two of them (sky and lime) are shades of primary colours (blue and
green). The other three (orange, plum and purple) are used as highlight colours in
graphs and charts.
Using the accent colours can complement the core colours and inject warmth and
vibrancy in to the brand. However, they are not to be used independently, or in
preference to the core colours. The use of only one accent colour is preferred.
Lime
Sky
Purple
Plum
Orange
Printed documents
Printed documents
Printed documents
Printed documents
Printed documents
C 57 M 4 Y 94 K 0
C 68 M 8 Y 7 K 0
C 73 M 99 Y 1 K 1
C 27 M 100 Y 47 K 9
C 0 M 70 Y 98 K 0
PMS 360 C
PMS 298 C
PMS 267 C
PMS 215 C
PMS 158 C
Screen
Screen
Screen
Screen
Screen
R 122 G 186 B 76
R 50 G 180 B 220
R 105 G 44 B 144
R 172 G 30 B 88
R 243 G 111 B 33
HEX #7aba4c
HEX #32b4dc
HEX #692c90
HEX #ac1e58
HEX #f36f1
The graphic designers are our in-house experts on the use of the AIHW logo
and brand mark, so please contact them if you have any queries.
21

AIHW graphic design style
Pie charts—core green examples
Since segments of a pie chart generally represent items in a single series, they should
be the same colour .
Segments should be arranged in descending order, clockwise from 12 o’clock .
The exception is if there is an 'other' category—always put this last. If there are a lot
of small segments, consider adding them together as an 'other' segment rather than
trying to represent them all on the chart .
Colour
Mono
Core green: G3 with borders
Core green: G3 with borders
AIHW graphic design style
AIHW graphic design style
Segment 3
Segment 3
Line graphs—core teal examples
Column charts—core blue examples
Different shades of lines can be harder to distinguish than the
Segment 2
solid colour blocks used
Segment 1
Segment 2
Segment 1
Graph and figure colours
Using gradients of a core colour, rather than dark-light-dark-light, makes it easier to
in column and bar charts . The thickness of lines can be varied if needed to make the
match shades to the legend . Displaying the legend horizontally in the same order as
graph easier to read .

Dots and dashes can also be used and are very accessible across
Authors are to use the AIHW brand colours for
the columns also makes the graph easier to read .
all graphs and figures, following the general
different media. Line thickness may also need to be increased for dots and dashes.
advice of one core colour (using shades to show differences), with one accent colour for
contrast.
Colour
Mono
Colour
Mono
This applies to both print and web reports. Authors of web reports should also refer to
AIHW web style for more tips and examples.
Core green: G3, G5 and G7
Core green: G3, G5 and G7
Core blue: B3 and B5
Core blue: B3 and B5
Core teal: T3, and T7
Core teal: T3, and T7
G7
G7
40
4040
T3
T7
40
T3
T7
B3
B7
B3
B7
30
3030
30
20
2020
20 G5
G3
G5
G3
10
1010
10
0
0 0
0
2015
2016
2017
2015
2012
2013
2016
2014
2015
2017
2016
2017
2012
2013
2014
2015
2016
2017
Core blue: B3, B5 and B7
Core blue: B3, B5 and B7
Core teal: T2, T4 and T7
Core teal: T2, T4 and T7
39
Data visualisations use specific colors and shades unique to the software (Tableau and Esri).
40
4040
40
B3
B5
B7
T2
T4 B3
B5
T7
B7
T2
T4
T7
Please ensure you are use the AIHW specific templates and guidance as required.
30
3030
30
20
2020
20
10
1010
10
0
0
2015
2016
2017
0
2015
2016
2017
0
2012
2013
2014
2015
2016
2017
2012
2013
2014
2015
2016
2017
Core blue: B1, B3, B5 and B7
Core blue: B1, B3, B5 and B7
Core teal: T1, T3, T5 and T8
Core teal: T1, T3, T5 and T8
40
40
B1
B3
B5
B7
40
B1
B3
B5
B7
40
T1
T3
T5
T8
T1
T3
T5
T8
30
3030
30
22
20
2020
20
10
1010
10
0
0
2015
2016
2017
0
2015
2016
2017
0
2012
2013
2014
2015
2016
2017
2012
2013
2014
2015
2016
2017
36
33

Typeface (typeface/font)
Arial is used for all applications that are prepared
using standard Microsoft programs such as Word and
PowerPoint, the AIHW Publication template and the
AIHW Blank template. Other typical applications include
Arial
the AIHW letterhead, media releases, and the text in
graphs and charts.
Open Sans is used throughout all our websites, and in
Open Sans
the web report template and web topic template.
Open Sans is also our primary typeface for any typeset
materials designed by our graphic designers.
23

Arial
Open Sans
Typographic styles
Regular
Light
Heading 1 – 20pt
Bold
Regular
Heading 2 – 19pt
Black
Semibold
Heading 3 – 11pt
Heading 4 – 10pt
Bold
Body text – 9pt
Bulleted lists
Extrabold

- List item

• List item
24

Graphic elements
- Icons
- Trajectory bar and data points

Icons
Icons are best used to demonstrate simple
concepts. The AIHW has developed a standard
set of icons that are visually consistent and
complement the AIHW brand.
•  The icon style is simple and clean and
uses a linear style.
•  No solid icons should be used.
•   It is preferred the icons be used in the three
core palette colours.
If there is nothing appropriate to portray the
concept required, speak to the Web, Publishing
and Data Visualisations Unit.
26

Trajectory bars and data points
Trajectory bars and data points are core graphic elements of
the AIHW brand. They should feature on all branded material.
Correct usage:
•  Always use the AIHW gradient.
•   The gradient should follow the angle of the trajectory bars
•  and can stretch across multiple bars in the same application.
•  Always use bars at an angle of 57°.
•   Data points can be added to the ends to add visual interest,
but not to every bar.
•   Trajectory bars work well when placed so that they disappear
off the edges of applications.
•  Ensure the bars never overlap or touch each other.
27

Imagery
- Types of Imagery
- Imagery Examples

Types of Imagery
Three main types of imagery make up the AIHW photographic style, ‘hero’, ‘descriptive’ and ‘portrait’.
The most compelling communications use a combination of styles and can include people in situations, using
equipment, services, facilities or products.
Hero shots
Descriptive shots
Portrait shots
A hero shot is designed to be the dom-
It is useful to have a range of photos
Portrait shots can contain more than
inant image, which catches your eye
available for various materials. In
one person, but the human element
above all else, and usually takes up the
cases where a singular hero,
should remain the key visual. Images
most space. The ‘hero’, or subject, is
still-life or landscape photograph
should be uplifting and empowering in
the focus of the photo.
is not used, the photographic style
composition.
should be descriptive, maintaining a
•
singular subject
high standard in production quality
•
human focus, but can be more
•
clear focus of interest
and a clear, thought-provoking point
than one person
•
thought provoking
of view.
•
clear focal point
•
striking composition
•
a high standard of photographic
•
a high standard of photographic
•
shows/depicts a scene or setting
production
production
•
multiple areas of interest in image
•
thought provoking
•
compelling composition
•
a high standard of photographic
production
29

Further Information and Resources
Key terms and spelling
Guidance for graphic designers
For technical guidance on the design
For guidance on the list of key terms
requirements and specifications of AIHW
and preferred spelling, please visit the
products for outsourced graphic design
link below for the most up-to-date
work visit the link below for the most up-
AIHW specifications
to-date AIHW requirements
Link to key terms and spelling
* please note, all outsourced graphic design work
must be coordinated through the Web, Publishing
and Data Visualisation Unit.
Guidance for editors
Link to guidance for graphic designers.
For guidance on the editing
requirements and formatting
AIHW statistical methods
preferences please visit the link
below for the most up-to-date AIHW
For guidance on the procedures
specifications
and practices for statistical methods
Link to guidance for editors
employed by the AIHW visit the
link below for the most up-to-date
specifications
Link to AIHW statistical methods
30

For clarification on any information relating to branding and visibility of
AIHW products and communications please contact the AIHW Strategic
Communications and Stakeholder Engagement Unit.
Email: xxxxxxxxxxxxxx@xxxx.xxx.xx
Phone: +61 2 6249 5089