Visual Standards Guide

These guidelines provide specifications for the use of the

Genetics Australia logo and assist the users of the logo to
comply with the approved set of standards. The guidelines
protect the integrity and durability of Genetics Australias
claim to its trademark.
The corporate identity is a key part in the communication
process of Genetics Australia. It is visually strong, and to be
effective, must be applied consistently.
When used in the way outlined in this document it will
become a very powerful marketing tool.

Consistent use of the corporate identity ensures that Genetics

Australia gains maximum value for every dollar spent on
advertising. It is also the keystone which locks all Genetics
Australia communication together.
When designing communications, always follow these
guidelines.
The guidelines must be observed when reproducing the
Genetics Australia Logo in any format, including print, web,
electronics or other special promotional accessories. Give a
copy of this guide to anyone else involved in the production.
If you have any questions which are not covered here, please
contact the Marketing Manager at Genetics Australia on
(03) 5367 3888.

The Logo

Minimum Size
To maintain legibility and clarity of the brand, Genetics Australia has
set up minimum sizes for reproduction of each version of brandmark.

Minimum Size for Genetics Australia

Logo & Logo with Strapline is 20mm

The minimum size shown here applies in all instances.

Should there be a need to reduce the size below the set
minimum, any variation must be made in coordination and
consultation with Central Office. The Genetics Australia name
must remain clearly visible.

20mm

The logotype must always be clearly visible, so an exclusion zone

has been created.

Exclusion Zones

The exclusion zone is equal to the distance from the top of Australia
to the baseline of Breeding for Profit.

No other graphic element or device should be positioned within the

exclusion zone.

A = Exclusion zone (distance from top of Australia

to baseline of Breeding for Profit)

Typography

Consistent use of a limited range of typefaces will help establish the

personality of the organisation and increase recognition of the Genetics
Australia identity.

Helvetica Neue Black Extended

(used for Australia)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

One typeface has been selected to fulfil all corporate typesetting requirements.
Helvetica Neue Bold Extended Oblique

The Genetics Logotype

(used for Breeding for Profit)

ABCDEFGHIJKLMNOPQRSTUVWXYZ

The font used to create the Genetics logotype is a modified version of

the font Dione Bold Italic. The font modification has been carried out in
order to create a unique look and feel to the Genetics Australia brand so
that it cannot be readily re-created. Do not attempt to re-create this
font under any circumstances always use master artwork.

Secondary Typeface
The word Australia and the strapline use the font Helvetica Neue
Extended. This font has been chosen for its high degree of legibility, its
clarity and its strong and powerful character.
The letters in the logotype have been kerned and individual characters
slightly modified for maximum legibility and harmony. The characters in
the digital artwork are converted to paths to ensure no conflicts can
occur with different versions of Helvetica Neue Extended.
No other font may be used as a substitute for Helvetica Neue Extended.
Do not re-set the type on the logotype under any circumstances.

Supporting Typeface
Helvetica Neue Condensed has been selected to compliment the
Logotype/Brandmark. Its high degree of legibility and range of weights
and italic make it ideal for use within continuous text and headings.
All primary applications, such as signage, advertising headlines and
public literature titles should be set in Helvetica Neue Heavy Condensed.
The choice of weight and case may vary and is at the discretion of
the designer.

abcdefghijklmnopqrstuvwxyz
Helvetica Neue Heavy Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Helvetica Neue Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

Note: There is an extensive range of other fonts

available in the Helvetica Neue family.

Colour Representation

The Genetics Australia logo and brandmark should always appear in its
true colours. Every effort should be made to reproduce the logo in the
specified colours.

Pantone Colours
Coated:

Uncoated:

If the two specified colours or CMYK representation of the specified

colours are unavailable, the Brandmark may appear in black or reversed
out of the available colour.
Under no circumstances should the logo be reproduced in any
other combination of colours.
It is the responsibility of printers, sign makers and other contractors to
match to these colour references.

PMS 541

PMS Green

PMS 541

CMYK Colours

Colours are to be matched using the Pantone System as follows:

Blue PMS 541 & Turquoise PMS Green

C
M
Y
K

100%
50%
0%
50%

C
M
Y
K

100%
0%
70%
0%

100% PMS Green

100% PMS 541
100% PMS 541
100% PMS Green
100% PMS 541
100% PMS 541

PMS Green

Colour Representation

Background Colours
The colour versions must appear on a white background. If white is
unavailable, the Logotype/Brandmark must appear on a background that
provides sufficient contrast to allow optimum visibility of the mark.
When reversing the Logotype/Brandmark, the colour reversed version
must appear on a dark background that provides sufficient contrast to
allow optimum visibility of the mark.

Logo in full colour on white background

Logo in full colour reversed on blue background

Colour Representation

Screen Versions
The Blue & Black Screen Versions of the Genetics Australia Brandmark
may be used as a substitute for colour versions in media ONLY when
budgetary considerations or technical specifications do not allow for full
colour reproduction. It is particularly intended for use with faxes which
are to be sent in black and white. For applications and documents other
than faxes please obtain approval from Central Office prior to proceeding.
Note: Never use pre-screened printed material to reproduce the Black
Screen Version. Always use authorised artwork.
The Black Screen version reproduces in black only. The Blue Screen
version reproduces in Blue PMS 541 only.

Logo in Mono on white background

Logo in Mono on black background

Colour Representation

Solid Versions
The Black & Blue Solid Versions of the Genetics Australia Brandmark
are designed for use on limited-colour newspaper advertising and items
such as dockets and receipts.
The Solid Versions must appear on a background that provides sufficient
contrast to allow optimum visibility of the mark. When printing in black or a
dark colour, the Solid Versions must appear on a white or light-coloured
background.
When reversing to white, the Solid Versions must appear on a dark-colour
background. When the Solid Versions are used in reverse, always
reproduce and reverse the artwork as a unit.

Logo in Mono Solid on white background

Logo in Mono Solid on dark background

The Genetics Australia Ribbon Device

This secondary element has been incorporated to increase visibility of

the Genetics Australia logo and strengthen the brand, while reinforcing
the underlying messages within the corporate colours.
Use of this device across all brand applications such as advertising,
corporate stationery, buildings, signage and products will provide a
consistent visual link across the organization.
The visual strength of this device will provide instant awareness of the
Genetics Australia brand and will aid with quick recall in customers minds.

Definition of the Ribbon Device

The height of the blue band in the Ribbon is determined by the x-height
of the word Genetics. The green band in the Ribbon is equal in height
to the blue band (B), and is aligned to the baseline of the strapline.

B = Height of blue & green bands

(equal to x-height of Genetics)

Full colour Ribbon Device & Logo

Bre e d i ng fo r Prof it

Mono Ribbon Device & Logo

B r e e d i ng fo r Prof it

The Genetics Australia Ribbon Device

Minimum Requirements
The minimum length of the Genetics Australia Ribbon Device on either
side of the logo should be no less than the width of D (where D is
equal to half the width of C). The Ribbon can appear continuously to
suit each application, with no maximum length restriction.
D = Minimum length of Ribbon Device half the width of C

Note: The minimum width of the Ribbon Device is to be determined by

the minimum size of the logo (see page 2).
Minimum length requirements for Ribbon Device

Bre e d i ng fo r Prof it
D

Exclusion Zones
The exclusion zone above the Genetics Australia Ribbon Device is equal
to the width of the blue & green bands (E) and the exclusion zone
below the Ribbon Device is equal to the space between the blue & green
bands (F).

E = Exclusion zone above Ribbon Device

(equal to width of blue & green bands)
F = Exclusion zone below Ribbon Device
(equal to space between blue & green bands )

Exclusion Zones for Ribbon Device

Bre e d i ng fo r Prof it