AMSA Brand style guide.pdf

Brand style guide
FEBRUARY 2024
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Who we are
As Australia’s national regulatory body, we promote the safety and protection
of our marine environment and combat ship-sourced pollution.
We provide the infrastructure for safety of navigation in Australian waters,
and maintain a national search and rescue service for the maritime and
aviation sectors.
Learn more about us on amsa.gov.au
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Contents
Who we are
2
Logo 4
Colours 9
Banners 11
Typeface 12
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Logo
Common branding is applied across Australian Government entities, providing consistency
and easy recognition of federal departments, agencies and services. Australian Government
logo is owned and controlled by PM&C and there are specific ways it has to be used.
For reference visit Australian Government Branding Design Guidelines (pmc.gov.au)
Here are few examples of how the logo can and can’t be used.
Stacked
version
Inline
version
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Minimum size and space around the logo
An isolation zone has been established to ensure that the logo is clearly visible.
Clear space
A minimum width of 20 mm applies to use of the
Please note that the isolation zone
Commonwealth Coat of Arms on stationery and larger items.
shown here must be seen as a
minimum and can be greater; and
that it applies to every form of the
For smaller items, sizing is dependent on the space available,
logo and in every application
but the logo must remain recognisable and legible.
of the logo.
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Standard application of the logo
6

Don’ts
7

AMSA tagline
The AMSA tagline sometimes accompanies our logo to help explain a bit about our vision
and mission. It can help give our logo more meaning in particular when the user is not too
familiar with AMSA. It is best used in print or when the viewer can consider its meaning -
banners and backdrops, printed documents and covers.
Safe and clean seas, saving lives
AMSA logos with tagine example
Safe and clean seas, saving lives
Safe and clean seas, saving lives
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Primary colour palette
Colours must be applied using high contrast principles for readability
of text and graphic elements and to comply with accessibility guidelines.
Marine
Bright Blue
Deep Blue
Blue
CMYK
CMYK
CMYK
93 58 18 2
83 0 21 0
100 90 10 40
RGB
RGB
RGB
0 103 155
0 181 204
19 35 97
HEX
HEX
HEX
#00679a
#00b5cc
#132360
Pantone
Pantone
Pantone
647 C
3115 C
2757 C
Aqua
Beacon
Yellow
Orange
CMYK
CMYK
CMYK
100 0 30 26
0 79 100 0
0 13 68 0
RGB
RGB
RGB
0 125 138
213 68 5
255 218 110
HEX
HEX
HEX
#007d8a
#d54405
#ffda6e
Use of Yellow and Orange
Pantone
Pantone
Pantone
should be minimal in the layout.
7713 C
1665 C
120 C
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Secondary colour palette
Secondary colours are chosen to complement the primary colour palette
and selected based on content and accessibility. For more information on accessibility
and contrast visit: webaim.org/resources/contrastchecker/
Light Blue
Peach
Lilac
Green
Cool Grey
Charcoal
CMYK
CMYK
CMYK
CMYK
CMYK
CMYK
10 0 0 0
0 33 42 0
24 36 8 0
28 0 98 0
16 11 13 0
0 0 0 70
RGB
RGB
RGB
RGB
RGB
RGB
225 244 253
251 184 145
191 163 193
196 217 47
213 213 210
109 110 113
HEX
HEX
HEX
HEX
HEX
HEX
#e1f4fd
#fbb891
#bfa3c1
#c4d92f
#d5d5d3
#6d6e71
Pantone
Pantone
Pantone
Pantone
Pantone
Pantone
656 C
1555 C
7437 C
380 C
Cool Gray 1 C
424 C
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Banners
CMYK
100 90 10 40
RGB
19 35 97
HEX
#132360
Pantone
2757 C
CMYK
100 0 30 26
RGB
0 125 138
HEX
#007d8a
Pantone
7713 C
CMYK
0 79 100 0
RGB
213 68 5
HEX
#d54405
Pantone
1665 C
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Typography
PRIMARY FONT
Helvetica Neue LT
abcdefg ABCDEFG
123456789 $%&(.,;:#!?)
Used for major and minor headings. It is avaliable in many weights.
We recommend to use 45 light, 65 medium and 85 heavy.
Arial
abcdefg ABCDEFG
123456789 $%&(.,;:#!?)
If your document is a Microsoft Office
file, please use the secondary font
Used for sub headings and body copy.
shown on page 24.
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Secondary / Alternate font
When the primary font cannot be used, the alternate font
should be applied. For example, producing a report in Microsoft Word or Powerpoint.
Arial
abcdefg ABCDEFG
123456789 $%&(.,;:#!?)
Bullet points can be stylised or plain, as long as the
• Text left-aligned
style and format chosen is consistent throughout the
• No full justification
whole document.
• Hyphenation off.
• Bright blue bullet symbol
• Stylised bullets can be any of the following examples,
as long as sub-bullets are a different symbol.
Font used on AMSA
► ● ○ • ◦ ◊ ♦ ■ □ ▪ ▫ » -
website is Open Sans
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Enquiries relating to the application of the brand should be directed to the
Australian Maritime Safety Authority (AMSA) Digital Engagement and Experience team
at xxxxxxx@xxxx.xxx.xx
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