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The document provides guidelines for Australia Post's "We Love Delivering" campaign focused on consumers, small businesses, and communities. It outlines the key elements of the campaign including the brand promise, typography, grids/modular boxes, photography style, and principles for different tiers of campaign communications. Tier 2 focuses on segments/categories, tier 3 on short-term product promotions, and tier 4 on long-term tactical communications. The guidelines are intended to help demonstrate a consistent message under the We Love Delivering campaign across various marketing initiatives.

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Australia Post We Love Delivering Campaign Guidelines Consumer, Small Business and Community November 2016
Welcome to our We Love Delivering Campaign Guidelines for the Consumer, Small Business and Community segments 'We Love Delivering' is the message underpinning the Australia Post business. It's our Brand Promise and it's what we want to be known for. These guidelines will help you demonstrate that we're also consistent in our tier 2, 3 & 4 campaign communications. They describe only one aspect of Australia Post and should be read in conjunction with our Contemporary Post Master Brand Guidelines.
Overview 01 Overview: Contemporary Australia Post 02 Overview: Our Brand Promise 03 Overview: We Love Delivering Elements 04 Overview: Communications Matrix 05 Overview: Tier 1 and 2 campaign principles 06 Overview: Tier 3 and 4 campaign principles 07 Overview: Consumer, Small Business and Community campaigns 08 Our Brand Promise 09 Brand Promise: Overview 10 Brand Promise: Clear space and minimum size 11 Brand Promise: Don'ts 12 Typography 13 Our guest typeface: We Love Delivering Typeface 14 Our supporting typeface: AP Letter 15 Secondary typeface: Arial 16 Typography: We Love Delivering Typeface in campaign headlines - tier 2 and 3 17 Typography: Tier 4 18 Typography: Don'ts 19 Grids and Modular Boxes 20 Grid system: General formats overview 21 Grid system: Large formats overview 22 Modular boxes: Colour 23 Modular boxes: Size of the Brand Promise (tier 2, 3 and 4) 24 Modular box grid: Headline messaging (tier 2. 3 and 4) 25 Our tier 2 and 4 Consumer, Small Business and Community campaign communications 26 Teir 2: We Love Delvering communications 27 Tier 3: We Love Delivering communications 28 Tier 4: We Love Delivering communications 29
01 Overview
02 Delivering eCommerce; Everyone, Everywhere, Every day. Helping our people, customers, and communities deliver a better future. Everyone, Everywhere, Every day. Strategy Purpose Brand Promise As the digital economy continues to transform the way Australians connect, we're looking to meet the needs and fast paced demands our customers now expect. We’ve re-aligned our strategy to deliver eCommerce to everyone, everywhere, every day; helping Australians transact, get online, shop, pay and deliver in a digital world. Our strategy comes to life through our Brand Promise – We Love Delivering – which is the heart of who we are and the core of how we connect communities and businesses across Australia. This new direction remains true to our enduring purpose of 'helping deliver a better future', whilst also ensuring we remain a relevant and sustainable part of tomorrow. Overview: Contemporary Australia Post
03 Overview: Our Brand Promise We Love Delivering. It’s the heart of who we are and the core of how we connect communities and businesses across Australia. We deliver eCommerce to everyone, everywhere, every day by helping people and businesses transact, get online, shop, pay and deliver in whatever environment they choose and through whatever network or device they decide. It’s such an important part of our brand that it underpins everything we do, and is one of the most important elements of our brand identity.
04 Overview: We Love Delivering Elements The We Love Delivering Brand Promise is used in conjunction with other elements of the Australia Post identity. 1 Logo We've introduced a contemporary look and feel to the logo. This is in addition to our Primary logo. 2 Brand Promise Our Brand Promise is based on the We Love Delivering Typeface. 3 Typography We Love Delivering Typeface is our campaign font for headlines only. It’s supported by AP Letter in sub-headlines and body copy. 4 Modular boxes We only use our standard modular box in We Love Delivering communications. It’s been created to contain the elements used in a piece of communication, such as the logo, URL, tagline, and body copy. 85% opacity white in print, 100% opacity on screen. 5 Photography Our contemporary photography style captures people living in the moment and, where possible, using (but not focusing) on technology. 6 Illustration We've developed an ownable illustration style based on the square of the Australia Post logo. Brand Promise We Love Delivering Typeface (Headline) 2 Brand Promise Primary logo Contemporary logo 1 Logo 4 Modular boxes 3 Typography abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^and*() AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^and*() 5 Photography 6 Illustration AP Letter Typeface (Sub-headlines, body copy) 85% opacity modular box for print 100% opacity modular box for digital
05 Purpose • Reposition brand • Drive awareness for leading eCommerce • Everyone, Everywhere, Every day. • We Love Delivering Purpose • Segment/Category based value offer • Reposition brand • Customer at the heart • Offer relevant solutions • Customer benefit led Purpose • Short-term product focus e.g. segment product advertising • Drive revenue • Drive registrations and conversion • Drive action for segment • Product focused Purpose • Long-term product focus e.g. product collateral • Drive revenue • Drive conversion • Drive action for segment Message: • Broad overarching statement • Drive new meaning for the brand (eCommerce) • Transcends segments Hero • People moments • Hero We Love Delivering CTA • Conversation • Sign off - We Love Delivering Message: • Relevant to segment • Single minded • Higher order/emotive • Demonstrate Australia Post facilitating/enabling • Delivering delight Hero • Hero people moments (customer) CTA • Registration • Sign off - We Love Delivering Message: • Driving action and purchase • Singular and focused Hero: • Tangible demonstration • Hero solution - Product/service detail CTA: • Buying - Drive online/in-store • Sign off - We Love Delivering Message: • Driving action and purchase • Singular and focused Hero: • Tangible demonstration • Hero solution – Product/service detail CTA: • Buying – Driving online/in-store • Sign off - We Love Delivering Overview: Communications Matrix Tier 2 Segment and category Tier 1 Brand CommunicationpurposeCreative Tier 3 Segment product Tier 4 Tactical Guidelines relevant to the above tiers
06 Purpose • Segment/category based value offer • Reposition brand • Customer at the heart • Offer relevant solutions • Customer benefit led Headlines • Sits in modular box • Use same cap height throughout • Red and black (red highlights the most important part of the message) • Left aligned Typeface • Headlines: We Love Delivering Typeface for headlines • Body copy: AP Letter for all supporting copy such as sub-headlines and body copy Logo • Australia Post logo sits separately to the We Love Delivering Brand Promise • Always contained within the modular box Modular box • Logo, headline, sub-headlines, body copy, call-to-action and We Love Delivering Brand Promise all contained in the modular box Photography • Contemporary Post Illustration • Contemporary Post Call-to-action • Yes Tagline • Overview: Tier 1 and 2 campaign principles Tier 2 Segment and category For all tier 1 campaign communications, please consult with the Brand Team Tier 1 Brand Consumer,SmallBusinessandCommunitycampaigns
07 Purpose • Long-term communications • Product focused • Drive revenue • Drive conversion • Drive action for segment Headlines • Sits in modular box • Use same cap height throughout • Red and black • Left aligned options Typeface • All copy for tier 4 is AP letter. • Note: we do not use We Love Delivering typeface in tier 4, excluding the Brand Promise Communication examples • Product brochures • Product leaflets and application forms Logo • Australia Post logo sits separately to the We Love Delivering Brand Promise • Always contained within the modular box Modular box • Logo, headline, sub-headlines, body copy, call-to-action and We Love Delivering Brand Promise all contained in the modular box Photography • Contemporary Post Illustration • Contemporary Post Call-to-action • Yes Tagline • Purpose • Short-term communications • Product focused • Drive revenue • Drive registrations and conversion • Drive action for segment Headlines • Sits in modular box • Use same cap height throughout • Red and black • Left aligned options Typeface • Headlines: We Love Delivering Typeface • Sub-heads and body copy: AP Letter Communication examples • Segment product advertising • In-store campaign promotion • Print and online media Logo • Australia Post logo sits separately to the We Love Delivering Brand Promise • Always contained within the modular box Modular box • Logo, headline, sub-headlines, body copy, call-to-action and We Love Delivering Brand Promise all contained in the modular box Photography • Contemporary Post Illustration • Contemporary Post Call-to-action • Yes Tagline • Overview: Tier 3 and 4 campaign principles Tier 4 Tactical Tier 3 Segment product Consumer,SmallBusinessandCommunitycampaigns
08 Overview: Consumer, Small Business and Community campaigns Timetotakeyouridea totheworld? Ask in-store today or visit auspost.com.au Timetotakeyouridea totheworld? A free digital toolkit to grow your business online. Moretimetoenjoy yournewhome Find out more about our mail redirection service at auspost.com.au/mail-redirect Issimodigent veriandam et laceri doluptasi il ex etur minihicate in rem qui ipsum estio ea dem qui dolupti bustota delessum facerov itisquis sapisitent corepratur, sant elendaestis expliciendae nosae. Accupta consed que ide dolum voluptium hicia sed mo et fuga. Aspiciis necatiis aceperitae plabore ma digenis untis estia duciliquatum faccus nistis min re occum ipsuntis ente pre consequ amendipsapid quunt a sum quiam eataque occatur. Issimodigent veriandam et laceri doluptasi il ex etur minihicate in rem qui ipsum estio ea dem qui dolupti bustota delessum facerov itisquis sapisitent. Ask us today or visit us at auspost.com.au/surprise you’llloveonline shoppingatchristmas youloveyourmum, welovedelivering Our Mother’s Day online shopping gift guide is filled with top gift picks and special online offers to ensure Sunday 8 May is the best Mother‘s Day for you and your mum. To access the special offer codes visit auspost.com.au/mum saveonstampswith mypostconcession Possit dem il ilist, ut etur? Borum ullenis cum es mod qui debiti odis aut eossin pro tores et istotat empores core peligenduci conse parciatis derum experatur soluptate vendia core prem. Nam dolorit unt omnissimolor mquia doloriorror am et adi ut et quam, velent la suntotature, itatibus prate qui site quo dolupta speribusti commossus magnatius reptas etureptata core dolorit emporpores exerunt estia quibus aut eos reriori ad quam cum iumque nonsequi aut dolorati non evel il is ut exeratia dist. Wehelpmakelongdistance relationshipswork Tier 2 Segment and category Tier 3 Segment product Tier 4 Tactical Your guide to sending overseas My letters My parcels My PO Box Secure, reliable and convenient delivery
09 Our Brand Promise
10 Brand Promise: Overview Our We Love Delivering Brand Promise expresses the big hearted, aspirational and motivational aspects of our business, to our people and our customers. The We Love Delivering Brand Promise consists of the ‘We’ and ‘Delivering’ words — based on the We Love Delivering Typeface and the Hero Heart symbol. Please note that the Australia Post logo and the Brand Promise are stand-alone elements and never appear locked up together. 1 Hero Heart The Hero Heart symbol is made of an 85% tint of Post Red and 100% Post Red. 2 Brand Promise For Consumer, Small Business and Community applications, the Brand Promise is built from the Hero Heart and the We Love Delivering Typeface. Please don't be tempted to recreate the Brand Promise master file. It's been subtly tweaked by a professional graphic designer and simply typing it out will produce a different result. A full suite of stacked, horizontal, positive and reversed versions, in all formats, is available — although not from the Brand Hub. Please email brand@auspost.com.au for access to the files. Continued overleaf. 85% Post Red 85% BlackPost Red Black 1 Hero Heart Please note: Monotone logo only to be used for monotone applications 2 Brand Promise
11 Brand Promise: Clear space and minimum size The Brand Promise has a minimum size and minimum clear space to make sure it’s always easily identified. 1 Clear space around the Brand Promise (applicable to positive and negative versions) Clear space is determined by dividing the height of the Hero Heart by three. ‘X’ informs clear space around the Brand Promise. 2 Minimum print size The smallest that the standard Brand Promise should ever appear in print is 7.5mm in height. 3 Minimum digital size The smallest that the standard Brand Promise should ever appear on screen is 30px in height. 2 Minimum print size 3 Minimum digital size x = ÷ 3 x 7.5mm 30px x x x 1 Clear space around the Brand Promise (applicable to positive and negative versions) Brand Promise in We Love Delivering Brand Promise in We Love Delivering
12 Brand Promise: Don’ts What not to do: 1 Don’t change the configuration of the Brand Promise 2 Don't stretch the Brand Promise 3 Don't add drop shadows 4 Don’t rotate the Hero Heart symbol 5 Don’t infringe the clear space 6 Don’t change the colour of the Hero Heart symbol 7 Don't lock up the logo with the Brand Promise 8 Don't use on applications other than Internal, Consumer, Small Business and Community 9 Do not use within body copy 1 Don’t change the configuration of the Brand Promise 3 Don't add drop shadows 4 Don’t rotate the Hero Heart symbol 7 Don't lock up the logo with the Brand Promise 2 Don't stretch the Brand Promise 5 Don’t infringe the clear space 8 Don't use on applications other than Internal, Consumer, Small Business and Community We delivering possibilities Tomorrow is delivering for all our customers Possit dem il ilist, ut etur? Borum ullenis cum es mod qui debiti odis aut eossin pro tores et istotat empores core peligenduci conse parciatis derum experatur soluptate vendia core prem. Nam dolorit unt omnissimolor mquia doloriorror am et adi ut et quam, velent la suntotature. 6 Don’t change the colour of the Hero Heart symbol new solutions for our customers, using our Collect@Post Parcel Lockers, you can access parcels 24/7. 9 Do not use within body copy
13 Typography
14 Our guest typeface: We Love Delivering Typeface The We Love Delivering Typeface has been developed specifically for Australia Post. Its handwritten form adds warmth and fun to our campaigns. The We Love Delivering Typeface is the primary font for headlines in We Love Delivering campaigns. AP Letter Regular is still used for supporting copy, e.g. sub-headlines and body copy. We only use the We Love Delivering Typeface in headline copy. Exceeding ten words or extending to copy sub-headlines will compromise legibility. We Love Delivering Typeface • Used for headlines in uppercase for our Consumer, Small Business, Community and Internal campaigns • Consistency of type size is preferred • Headlines are left aligned • Keep headlines short and sweet to ensure legibility. Aim to use a maximum of six to eight words over a maximum of four lines • In tier 2 and 3 campaigns, headlines are set in Black and Post Red. Post Red always highlights the most important point • Always set We Love Delivering with 0% tracking, and make the leading the same as the point size • Keep copy lines to a maximum of five words per line, exceeding this will compromise legibility ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890~!@#$%^and*()_+ 1 We Love Delivering Typeface WeLoveDelivering TYPEFACEfor headlinesonly Tracking: 0 Leading: Same as point size e.g. 54pt size 54pt leading
15 Our supporting typeface: AP Letter AP Letter is a typeface made specifically for Australia Post. Its clarity and versatility allows us to create a simple hierarchy. For tier 2 and 3, AP Letter is used as a supporting typeface in our We Love Delivering campaign. AP Letter Regular is used as a supporting typeface in our We Love Delivering campaign. We still use Bold and Light, but only in copy-heavy occasions such as brochures and forms. AP Letter Regular is still used for supporting copy, eg. sub-headlines and body copy. For more tactical collateral across tier 4, AP Letter is used across all copy. 1 AP Letter Regular • Mainly used for body copy • Used for the Australia Post URL and call-to-action lines • Used in tier 4 headlines on long-term Retail applications and product collateral 2 AP Letter Bold • Mainly used for sub-headlines and call-to-actions • Used in tier 4 Retail applications and product collateral for Consumer, Community and Small Business • It can be used to support copy on large scale posters and POS 3 AP Letter Light • Used for TC's and supporting information ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^and*()_+ 1 AP Letter Regular 2 AP Letter Bold 3 AP Letter Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^and*()_+ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^and*()_+
16 Secondary typeface: Arial Arial is a common, web-friendly typeface and allows us to continue the simplicity of our brand online. Arial is used as a secondary typeface for our digital assets. 1 Arial Regular 2 Arial Bold Arial Bold should only be used to emphasise and distinguish words within body copy. Digital exception: AP Letter should always be the primary typeface in all digital communications, unless technically impossible. Retail exception: Helvetica Neue is used for all product names, FABs, prices, COPs and product codes across retail assets. Refer to the Retail Catalogue Guidelines for more information. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^and*() ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^and*() 1 Arial Regular 2 Arial Bold
17 We Love Delivering campaign headlines have a definite style to be applied across all hero headlines. Principles: 1 We align our headline text left When headline text is left aligned, anchor text to the left hand side of the page where possible. 2 Recommended headline length, six to eight words Keep headlines short and sweet to ensure legibility. Aim to use a maximum of six to eight words. 3 Headlines can be up to a maximum of four lines of text Headlines should not run over more than four lines of text. 4 Post Red always highlights the most important point 5 Balance lines of headline text Avoid unsightly gaps in headlines. Please note: • Avoid short words on a singular line of text, creating unsightly gaps • Always set We Love Delivering Typeface with 0% tracking, and make the leading the same as the point size • Keep the type to a minimum size of 16pt. Anything below 16pt is too difficult to read Typography: We Love Delivering Typeface in campaign headlines – tier 2 and 3 Allyourtravel essentials inoneplace Theeasiestwaytomanage life’severydaytask 1 Headline text left aligned 2 Recommended headline length, six to eight words 3 Headlines can be up to a maximum of four lines of text Setupin Melbourne sellin Shanghai postredhighlightsthe mostimportantpoint 4 Post Red always highlights the most important point 5 Balance lines of headline text It’sthesmall thingsthat canmakethe biggestimpact
18 Typography: Tier 4 For long-term tactical communications we only use AP Letter. Principles: 1 We align our headline text left When headline text is left aligned, anchor text to the left hand side of the page where possible. 2 Recommended headline length, six to eight words Keep headlines short and sweet to ensure legibility. Aim to use a maximum of six to eight words. 3 Headlines can be up to a maximum of four lines of text Headlines should not run over more than four lines of text. Post Red always highlights the most important point Please note: • Balance lines of headline text, avoiding unsightly gaps • Avoid short words on a singular line of text, creating unsightly gaps • Keep the type to a minimum size of 16pt. Anything below 16pt is too difficult to read Tomorrow is delivering for all our customers The easiest way to manage life's everyday task 1 Headline text left aligned 2 Recommended headline length, six to eight words 3 Headlines can be up to a maximum of four lines of text Set up in Melbourne sell in Shanghai Post red highlights the most important point 4 Post Red always highlights the most important point
19 Supporting our local communities Allyourtravel essentials inoneplace Allyourtravel essentials inoneplace Typography: Don’ts What not to do: 1 Don’t centre headline text Headline text should only align left or right. 2 Don’t use multiple sizes of text in a headline Headline text should be of the same consistent size. 3 Don’t add effects Don't add drop shadows or any other effects to headlines. 4 Don’t create unsightly gaps in a block of headline text Avoid single words with few letters on a line of their own, when surrounded by longer words. 5 Keep headlines to a maximum of four lines Keep the number of lines in a headline to a maximum of four lines. 6 Limit the word count to six to eight words It's a headline, not a paragraph. 7 Don't add tracking to headlines Always set We Love Delivering Typeface with 0% tracking. 8 Don't use WLD font smaller than 16pt size Anything below 16pt is too difficult to read 9 Don't run the headline across the entire width of a page 10 Don't use WLD font in sub-headlines and body copy 1 Don’t centre headline text 3 Don’t add effects 5 Keep headlines to a maximum of four lines 6 Limit the word count to six to eight words 8 Don't use WLD font smaller than 16pt size 7 Don't add tracking to headlines 4 Don't create unsightly gaps in a block of headline text 2 Don’t use multiple sizes of text in a headline Allyourtravel essentials inoneplace Senda1kg parcel anywhere inAustralia foronly$10* Takeoneandtake yourideatotheworld Useanalternate addressnearwhere you'llactuallybe, thencollect whenitsuitsyou Set up in Melbourne sell in Shanghai It’sthesmallthingsthatcanmakethebiggestimpact Takeoneandtake yourideatotheworld Afreedigitaltoolkittogrowyourbusinessonline. 9 Don't run the headline across the entire width of a page 10 Don't use WLD font in sub-headlines and body copy
20 Grids and Modular Boxes
21 1 First stage of grid 4 Finished grid 2 Identified extra space 3 Moved extra space Grid system: General formats overview Our master grid for laying out brand elements has been designed to make it simple to lay out elements across various applications in a consistent manner. To make our grid system as easy to use as possible, it is made up of perfect squares. This does mean, however, that in some instances, for example A-sized applications, there may be some excess space left at the bottom of the grid. We've created a simple system using the excess space, demonstrated on the right, to enable an even border. 1 First stage of grid The grid is made up of perfect squares. 2 Identified extra space There is not enough space in the final row to form perfect squares. We can identify this as the extra space. 3 Moved extra space Move the identified extra space up two rows of squares to form an even border. 4 Finished grid Please note: This grid isn't used for document spreads or any single page literature. Separate grids have been created for these based on the same principles. All templates can be located on the Brand Hub.
22 Grid system: Large formats overview Our master grid system makes it simple to lay out brand elements across various sized applications in a consistent manner. Follow these rules: 1 Portrait example (tall and thin) Grid: 30 squares wide, height varies Square size: Height ÷ 30 2 Landscape example (short and wide) Grid: 30 squares high, length varies Square size: Height ÷ 30 3 Square format Grid: 30 x 30 squares Square size: Height ÷ 30 3 Square example1 Portrait example 2 Landscape example
23 Modular boxes: Colour The preferred colour of the modular boxes is white. For all print applications, the modular box is set at an opacity of 85%. Sometimes it will be necessary to slightly adjust the opacity to suit the background image. In order to meet AA Standards, modular boxes should have 100% opacity for all digital applications. For more information on modular box opacity and correct corner radius usage please refer to the Master Brand Guidelines. White (Preferred) C0 / M0 / Y0 / K0 R255 / G255 / B255 HTML ffffff
24 Modular boxes: Size of the Brand Promise (tier 2, 3 and 4) For tier 2, 3 and 4 campaign communications, the Brand Promise is scaled to half of the height of the Australia Post logo. The important factor to consider is the height of the Hero Heart. Always make sure the one square clear space rule is applied to the baseline of the text in the Brand Promise. 50% of Postal Horn Logo one square clear space 50% of Postal Horn Logo Brand Promise size is half of the height of the Australia Post logo in tier 2, 3 and 4 communications Brand Promise in We Love Delivering Typeface Brand Promise one square clear space rule
25 Timetotakeyouridea totheworld? Igenit quas id quame dolut omnis mollaudam remolo est, inisim re cor ma cullautatur. Eque pre veliquiam fugiam, eos nus etur aut volora nim nem cum harum sam culparit quam re eaquamentius exerspisqui tempore modigen di qui nobitas simaximi, qui commolo. Clear space Clearspace Modular box grid: Headline messaging (tier 2, 3 and 4) To incorporate headline messaging and body copy, keep in mind the following guidelines. The elements basically use the same composition, but there's a couple of differences: 1 The modular box is placed one square in from the edge of the layout 2 The Australia Post logo is set one square in from the modular box 3 The size of the Australia Post logo is 3x3 squares 4 Allow two squares of clear space between the logo and the headline 5 The headline font can be any size, depending on the layout and the application 6 Allow one square of clear space between the headline and the body copy 7 Allow two squares of clear space between the end of the body copy and the Brand Promise 8 The Brand Promise is half the height of the Postal Horn logo 9 Allow one square of clear space between the bottom of the text of the Brand Promise and the modular box 10 Allow two squares of clear space between the end of the headline and body copy, and the modular box 1 2 10 3 7 8 9 4 5 6 Tier 2,3 and 4 communications: Consumer, Small Business and Community 3 squares
26 Our tier 2, 3 and 4 Consumer, Small Business and Community campaign communications
27 Wehelpmakelongdistance relationshipswork 3 squares Tier 2: We Love Delivering communications Across all tiers, please consider the layout and required content that needs to be included. The following layouts have been designed specifically for each tier to ensure that copy, logo and the brand promise have adequate space to communicate information as clearly as possible. 1 Grid Grid templates for most common sizes of layouts can be downloaded from the Brand Hub as either InDesign or Illustrator compatible files. 2 Modular box The modular box will contain all subsequent elements. It's set one square in from the edge of the layout. 3 Australia Post logo The Australia Post logo should be three squares high and sit one square in from the corner of the modular box. 4 Headline Headlines are set in our We Love Delivering Typeface and can run over a maximum of four lines. For further emphasis, the most important part is coloured Post Red. 5 Brand Promise The Hero Heart should be 50% of the height of the Australia Post logo. For Consumer, Small Business and Community communications, the Brand Promise is based on the We Love Delivering Typeface. Please note: • The size of the Brand Promise headline is flexible depending on the format and the image selection • The headline can be reversed out of a photographic background if necessary 1 4 5 3 2 Ask us today or visit us at auspost.com.au/surprise you’llloveonline shoppingatchristmas Timetotakeyouridea totheworld? Ask in-store today or visit auspost.com.au 1 1 1 4 4 4 5 5 5 3 3 32 2 2 youloveyourmum, welovedelivering Our Mother’s Day online shopping gift guide is filled with top gift picks and special online offers to ensure Sunday 8 May is the best Mother‘s Day for you and your mum. To access the special offer codes visit auspost.com.au/mum
28 Tier 3: We Love Delivering communications For tier 3 communications, please consider the content that needs to be captured and accomodate for the extra information that may need to be included. 1 Grid Grid templates for most common sizes of layouts can be downloaded from the Brand Hub as either InDesign or Illustrator compatible files. 2 Modular box The modular box will contain all subsequent elements. It's set one square in from the edge of the layout. 3 Australia Post logo The Australia Post logo should be three squares high and sit one square in from the corner of the modular box. 4 Headline Headlines are set in our We Love Delivering Typeface and can run over a maximum of four lines. For further emphasis, the most important part is coloured Post Red. 5 Brand Promise The Hero Heart should be 50% of the height of the Australia Post logo. For Consumer, Small Business and Community communications, the Brand Promise is based on the We Love Delivering Typeface. Please note: • The size of the Brand Promise headline is flexible depending on the format and the image selection • The headline can be reversed out of a photographic background if necessary Timetotakeyouridea totheworld? Possit dem il ilist, ut etur? Borum ullenis cum es mod qui debiti aut eossin pro tores et istotat empores core peligenduci conse parciatis derum experatur soluptat. 3 squares Moretimetoenjoy yournewhome Find out more about our mail redirection service at auspost.com.au/mail-redirect Issimodigent veriandam et laceri doluptasi il ex etur minihicate in rem qui ipsum estio ea dem qui dolupti bustota delessum facerov itisquis sapisitent corepratur, sant elendaestis expliciendae nosae. Accupta consed que ide dolum voluptium hicia sed mo et fuga. Aspiciis necatiis aceperitae plabore ma digenis untis estia duciliquatum faccus nistis min re occum ipsuntis ente pre consequ amendipsapid quunt a sum quiam eataque occatur. Issimodigent veriandam et laceri doluptasi il ex etur minihicate in rem qui ipsum estio ea dem qui dolupti bustota delessum facerov itisquis sapisitent. 1 4 5 saveonstampswith mypostconcession Possit dem il ilist, ut etur? Borum ullenis cum es mod qui debiti odis aut eossin pro tores et istotat empores core peligenduci conse parciatis derum experatur soluptate vendia core prem. Nam dolorit unt omnissimolor mquia doloriorror am et adi ut et quam, velent la suntotature, itatibus prate qui site quo dolupta. 3 2 1 1 1 4 4 4 5 5 5 3 3 32 2 2 Timetotakeyouridea totheworld? A free digital toolkit to grow your business online.
29 Tier 4: We Love Delivering communications Exclusive to long-term communications, tier 4 maintains the principles of tier 2 and principals of tier 3, however, does not use We Love Delivering Typeface. 1 Grid Grid templates for most common sizes of layouts can be downloaded from the Brand Hub as either InDesign or Illustrator compatible files. 2 Modular box The modular box will contain all subsequent elements. It's set one square in from the edge of the layout. 3 Australia Post logo The Australia Post logo should be three squares high and sit two squares in from the corner. 4 Headline Headlines are set in AP Letter and can run over a maximum of four lines. 5 Brand Promise The Hero Heart should be 50% of the height of the Australia Post logo. For Consumer, Small Business and Community communications, the Brand Promise is based on the We Love Delivering Typeface. Please note: • The size of the Brand Promise headline is flexible depending on the format and the image selection. • The Australia Post logo is not required for in-store collateral. Your guide to sending overseas My letters My parcels My PO Box Secure, reliable and convenient delivery 11 4 4 5 5 32 3 squares
30 Thank you For more information please contact the brand team: brand@auspost.com.au

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APO0355_WLD_GUIDELINES_7c[2]

  • 1.
    Australia Post We LoveDelivering Campaign Guidelines Consumer, Small Business and Community November 2016
  • 2.
    Welcome to our WeLove Delivering Campaign Guidelines for the Consumer, Small Business and Community segments 'We Love Delivering' is the message underpinning the Australia Post business. It's our Brand Promise and it's what we want to be known for. These guidelines will help you demonstrate that we're also consistent in our tier 2, 3 & 4 campaign communications. They describe only one aspect of Australia Post and should be read in conjunction with our Contemporary Post Master Brand Guidelines.
  • 3.
    Overview 01 Overview: Contemporary AustraliaPost 02 Overview: Our Brand Promise 03 Overview: We Love Delivering Elements 04 Overview: Communications Matrix 05 Overview: Tier 1 and 2 campaign principles 06 Overview: Tier 3 and 4 campaign principles 07 Overview: Consumer, Small Business and Community campaigns 08 Our Brand Promise 09 Brand Promise: Overview 10 Brand Promise: Clear space and minimum size 11 Brand Promise: Don'ts 12 Typography 13 Our guest typeface: We Love Delivering Typeface 14 Our supporting typeface: AP Letter 15 Secondary typeface: Arial 16 Typography: We Love Delivering Typeface in campaign headlines - tier 2 and 3 17 Typography: Tier 4 18 Typography: Don'ts 19 Grids and Modular Boxes 20 Grid system: General formats overview 21 Grid system: Large formats overview 22 Modular boxes: Colour 23 Modular boxes: Size of the Brand Promise (tier 2, 3 and 4) 24 Modular box grid: Headline messaging (tier 2. 3 and 4) 25 Our tier 2 and 4 Consumer, Small Business and Community campaign communications 26 Teir 2: We Love Delvering communications 27 Tier 3: We Love Delivering communications 28 Tier 4: We Love Delivering communications 29
  • 4.
  • 5.
    02 Delivering eCommerce; Everyone, Everywhere,Every day. Helping our people, customers, and communities deliver a better future. Everyone, Everywhere, Every day. Strategy Purpose Brand Promise As the digital economy continues to transform the way Australians connect, we're looking to meet the needs and fast paced demands our customers now expect. We’ve re-aligned our strategy to deliver eCommerce to everyone, everywhere, every day; helping Australians transact, get online, shop, pay and deliver in a digital world. Our strategy comes to life through our Brand Promise – We Love Delivering – which is the heart of who we are and the core of how we connect communities and businesses across Australia. This new direction remains true to our enduring purpose of 'helping deliver a better future', whilst also ensuring we remain a relevant and sustainable part of tomorrow. Overview: Contemporary Australia Post
  • 6.
    03 Overview: Our Brand Promise WeLove Delivering. It’s the heart of who we are and the core of how we connect communities and businesses across Australia. We deliver eCommerce to everyone, everywhere, every day by helping people and businesses transact, get online, shop, pay and deliver in whatever environment they choose and through whatever network or device they decide. It’s such an important part of our brand that it underpins everything we do, and is one of the most important elements of our brand identity.
  • 7.
    04 Overview: We Love Delivering Elements TheWe Love Delivering Brand Promise is used in conjunction with other elements of the Australia Post identity. 1 Logo We've introduced a contemporary look and feel to the logo. This is in addition to our Primary logo. 2 Brand Promise Our Brand Promise is based on the We Love Delivering Typeface. 3 Typography We Love Delivering Typeface is our campaign font for headlines only. It’s supported by AP Letter in sub-headlines and body copy. 4 Modular boxes We only use our standard modular box in We Love Delivering communications. It’s been created to contain the elements used in a piece of communication, such as the logo, URL, tagline, and body copy. 85% opacity white in print, 100% opacity on screen. 5 Photography Our contemporary photography style captures people living in the moment and, where possible, using (but not focusing) on technology. 6 Illustration We've developed an ownable illustration style based on the square of the Australia Post logo. Brand Promise We Love Delivering Typeface (Headline) 2 Brand Promise Primary logo Contemporary logo 1 Logo 4 Modular boxes 3 Typography abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^and*() AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^and*() 5 Photography 6 Illustration AP Letter Typeface (Sub-headlines, body copy) 85% opacity modular box for print 100% opacity modular box for digital
  • 8.
    05 Purpose • Reposition brand • Drive awareness for leading eCommerce • Everyone, Everywhere, Every day. • We Love Delivering Purpose • Segment/Category based value offer • Reposition brand • Customer at the heart • Offer relevant solutions • Customer benefit led Purpose • Short-term product focus e.g. segment product advertising • Drive revenue • Drive registrations and conversion • Drive action for segment • Product focused Purpose • Long-term product focus e.g. product collateral • Drive revenue • Drive conversion • Drive action for segment Message: • Broad overarching statement • Drive new meaning for the brand (eCommerce) • Transcends segments Hero • People moments • Hero We Love Delivering CTA • Conversation • Sign off - We Love Delivering Message: • Relevant to segment • Single minded • Higher order/emotive • Demonstrate Australia Post facilitating/enabling • Delivering delight Hero • Hero people moments (customer) CTA • Registration • Sign off - We Love Delivering Message: • Driving action and purchase • Singular and focused Hero: • Tangible demonstration • Hero solution - Product/service detail CTA: • Buying - Drive online/in-store • Sign off - We Love Delivering Message: • Driving action and purchase • Singular and focused Hero: • Tangible demonstration • Hero solution – Product/service detail CTA: • Buying – Driving online/in-store • Sign off - We Love Delivering Overview: Communications Matrix Tier 2 Segment and category Tier 1 Brand CommunicationpurposeCreative Tier 3 Segment product Tier 4 Tactical Guidelines relevant to the above tiers
  • 9.
    06 Purpose • Segment/category based valueoffer • Reposition brand • Customer at the heart • Offer relevant solutions • Customer benefit led Headlines • Sits in modular box • Use same cap height throughout • Red and black (red highlights the most important part of the message) • Left aligned Typeface • Headlines: We Love Delivering Typeface for headlines • Body copy: AP Letter for all supporting copy such as sub-headlines and body copy Logo • Australia Post logo sits separately to the We Love Delivering Brand Promise • Always contained within the modular box Modular box • Logo, headline, sub-headlines, body copy, call-to-action and We Love Delivering Brand Promise all contained in the modular box Photography • Contemporary Post Illustration • Contemporary Post Call-to-action • Yes Tagline • Overview: Tier 1 and 2 campaign principles Tier 2 Segment and category For all tier 1 campaign communications, please consult with the Brand Team Tier 1 Brand Consumer,SmallBusinessandCommunitycampaigns
  • 10.
    07 Purpose • Long-term communications • Product focused • Drive revenue • Drive conversion • Drive action for segment Headlines • Sits in modular box • Use same cap height throughout • Red and black • Left aligned options Typeface • All copy for tier 4 is AP letter. • Note: we do not use We Love Delivering typeface in tier 4, excluding the Brand Promise Communication examples • Product brochures • Product leaflets and application forms Logo • Australia Post logo sits separately to the We Love Delivering Brand Promise • Always contained within the modular box Modular box • Logo, headline, sub-headlines, body copy, call-to-action and We Love Delivering Brand Promise all contained in the modular box Photography • Contemporary Post Illustration • Contemporary Post Call-to-action • Yes Tagline • Purpose • Short-term communications • Product focused • Drive revenue • Drive registrations and conversion • Drive action for segment Headlines • Sits in modular box • Use same cap height throughout • Red and black • Left aligned options Typeface • Headlines: We Love Delivering Typeface • Sub-heads and body copy: AP Letter Communication examples • Segment product advertising • In-store campaign promotion • Print and online media Logo • Australia Post logo sits separately to the We Love Delivering Brand Promise • Always contained within the modular box Modular box • Logo, headline, sub-headlines, body copy, call-to-action and We Love Delivering Brand Promise all contained in the modular box Photography • Contemporary Post Illustration • Contemporary Post Call-to-action • Yes Tagline • Overview: Tier 3 and 4 campaign principles Tier 4 Tactical Tier 3 Segment product Consumer,SmallBusinessandCommunitycampaigns
  • 11.
    08 Overview: Consumer, Small Businessand Community campaigns Timetotakeyouridea totheworld? Ask in-store today or visit auspost.com.au Timetotakeyouridea totheworld? A free digital toolkit to grow your business online. Moretimetoenjoy yournewhome Find out more about our mail redirection service at auspost.com.au/mail-redirect Issimodigent veriandam et laceri doluptasi il ex etur minihicate in rem qui ipsum estio ea dem qui dolupti bustota delessum facerov itisquis sapisitent corepratur, sant elendaestis expliciendae nosae. Accupta consed que ide dolum voluptium hicia sed mo et fuga. Aspiciis necatiis aceperitae plabore ma digenis untis estia duciliquatum faccus nistis min re occum ipsuntis ente pre consequ amendipsapid quunt a sum quiam eataque occatur. Issimodigent veriandam et laceri doluptasi il ex etur minihicate in rem qui ipsum estio ea dem qui dolupti bustota delessum facerov itisquis sapisitent. Ask us today or visit us at auspost.com.au/surprise you’llloveonline shoppingatchristmas youloveyourmum, welovedelivering Our Mother’s Day online shopping gift guide is filled with top gift picks and special online offers to ensure Sunday 8 May is the best Mother‘s Day for you and your mum. To access the special offer codes visit auspost.com.au/mum saveonstampswith mypostconcession Possit dem il ilist, ut etur? Borum ullenis cum es mod qui debiti odis aut eossin pro tores et istotat empores core peligenduci conse parciatis derum experatur soluptate vendia core prem. Nam dolorit unt omnissimolor mquia doloriorror am et adi ut et quam, velent la suntotature, itatibus prate qui site quo dolupta speribusti commossus magnatius reptas etureptata core dolorit emporpores exerunt estia quibus aut eos reriori ad quam cum iumque nonsequi aut dolorati non evel il is ut exeratia dist. Wehelpmakelongdistance relationshipswork Tier 2 Segment and category Tier 3 Segment product Tier 4 Tactical Your guide to sending overseas My letters My parcels My PO Box Secure, reliable and convenient delivery
  • 12.
  • 13.
    10 Brand Promise: Overview Our WeLove Delivering Brand Promise expresses the big hearted, aspirational and motivational aspects of our business, to our people and our customers. The We Love Delivering Brand Promise consists of the ‘We’ and ‘Delivering’ words — based on the We Love Delivering Typeface and the Hero Heart symbol. Please note that the Australia Post logo and the Brand Promise are stand-alone elements and never appear locked up together. 1 Hero Heart The Hero Heart symbol is made of an 85% tint of Post Red and 100% Post Red. 2 Brand Promise For Consumer, Small Business and Community applications, the Brand Promise is built from the Hero Heart and the We Love Delivering Typeface. Please don't be tempted to recreate the Brand Promise master file. It's been subtly tweaked by a professional graphic designer and simply typing it out will produce a different result. A full suite of stacked, horizontal, positive and reversed versions, in all formats, is available — although not from the Brand Hub. Please email brand@auspost.com.au for access to the files. Continued overleaf. 85% Post Red 85% BlackPost Red Black 1 Hero Heart Please note: Monotone logo only to be used for monotone applications 2 Brand Promise
  • 14.
    11 Brand Promise: Clear spaceand minimum size The Brand Promise has a minimum size and minimum clear space to make sure it’s always easily identified. 1 Clear space around the Brand Promise (applicable to positive and negative versions) Clear space is determined by dividing the height of the Hero Heart by three. ‘X’ informs clear space around the Brand Promise. 2 Minimum print size The smallest that the standard Brand Promise should ever appear in print is 7.5mm in height. 3 Minimum digital size The smallest that the standard Brand Promise should ever appear on screen is 30px in height. 2 Minimum print size 3 Minimum digital size x = ÷ 3 x 7.5mm 30px x x x 1 Clear space around the Brand Promise (applicable to positive and negative versions) Brand Promise in We Love Delivering Brand Promise in We Love Delivering
  • 15.
    12 Brand Promise: Don’ts What notto do: 1 Don’t change the configuration of the Brand Promise 2 Don't stretch the Brand Promise 3 Don't add drop shadows 4 Don’t rotate the Hero Heart symbol 5 Don’t infringe the clear space 6 Don’t change the colour of the Hero Heart symbol 7 Don't lock up the logo with the Brand Promise 8 Don't use on applications other than Internal, Consumer, Small Business and Community 9 Do not use within body copy 1 Don’t change the configuration of the Brand Promise 3 Don't add drop shadows 4 Don’t rotate the Hero Heart symbol 7 Don't lock up the logo with the Brand Promise 2 Don't stretch the Brand Promise 5 Don’t infringe the clear space 8 Don't use on applications other than Internal, Consumer, Small Business and Community We delivering possibilities Tomorrow is delivering for all our customers Possit dem il ilist, ut etur? Borum ullenis cum es mod qui debiti odis aut eossin pro tores et istotat empores core peligenduci conse parciatis derum experatur soluptate vendia core prem. Nam dolorit unt omnissimolor mquia doloriorror am et adi ut et quam, velent la suntotature. 6 Don’t change the colour of the Hero Heart symbol new solutions for our customers, using our Collect@Post Parcel Lockers, you can access parcels 24/7. 9 Do not use within body copy
  • 16.
  • 17.
    14 Our guest typeface: WeLove Delivering Typeface The We Love Delivering Typeface has been developed specifically for Australia Post. Its handwritten form adds warmth and fun to our campaigns. The We Love Delivering Typeface is the primary font for headlines in We Love Delivering campaigns. AP Letter Regular is still used for supporting copy, e.g. sub-headlines and body copy. We only use the We Love Delivering Typeface in headline copy. Exceeding ten words or extending to copy sub-headlines will compromise legibility. We Love Delivering Typeface • Used for headlines in uppercase for our Consumer, Small Business, Community and Internal campaigns • Consistency of type size is preferred • Headlines are left aligned • Keep headlines short and sweet to ensure legibility. Aim to use a maximum of six to eight words over a maximum of four lines • In tier 2 and 3 campaigns, headlines are set in Black and Post Red. Post Red always highlights the most important point • Always set We Love Delivering with 0% tracking, and make the leading the same as the point size • Keep copy lines to a maximum of five words per line, exceeding this will compromise legibility ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890~!@#$%^and*()_+ 1 We Love Delivering Typeface WeLoveDelivering TYPEFACEfor headlinesonly Tracking: 0 Leading: Same as point size e.g. 54pt size 54pt leading
  • 18.
    15 Our supporting typeface: AP Letter APLetter is a typeface made specifically for Australia Post. Its clarity and versatility allows us to create a simple hierarchy. For tier 2 and 3, AP Letter is used as a supporting typeface in our We Love Delivering campaign. AP Letter Regular is used as a supporting typeface in our We Love Delivering campaign. We still use Bold and Light, but only in copy-heavy occasions such as brochures and forms. AP Letter Regular is still used for supporting copy, eg. sub-headlines and body copy. For more tactical collateral across tier 4, AP Letter is used across all copy. 1 AP Letter Regular • Mainly used for body copy • Used for the Australia Post URL and call-to-action lines • Used in tier 4 headlines on long-term Retail applications and product collateral 2 AP Letter Bold • Mainly used for sub-headlines and call-to-actions • Used in tier 4 Retail applications and product collateral for Consumer, Community and Small Business • It can be used to support copy on large scale posters and POS 3 AP Letter Light • Used for TC's and supporting information ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^and*()_+ 1 AP Letter Regular 2 AP Letter Bold 3 AP Letter Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^and*()_+ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^and*()_+
  • 19.
    16 Secondary typeface: Arial Arial isa common, web-friendly typeface and allows us to continue the simplicity of our brand online. Arial is used as a secondary typeface for our digital assets. 1 Arial Regular 2 Arial Bold Arial Bold should only be used to emphasise and distinguish words within body copy. Digital exception: AP Letter should always be the primary typeface in all digital communications, unless technically impossible. Retail exception: Helvetica Neue is used for all product names, FABs, prices, COPs and product codes across retail assets. Refer to the Retail Catalogue Guidelines for more information. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^and*() ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^and*() 1 Arial Regular 2 Arial Bold
  • 20.
    17 We Love Deliveringcampaign headlines have a definite style to be applied across all hero headlines. Principles: 1 We align our headline text left When headline text is left aligned, anchor text to the left hand side of the page where possible. 2 Recommended headline length, six to eight words Keep headlines short and sweet to ensure legibility. Aim to use a maximum of six to eight words. 3 Headlines can be up to a maximum of four lines of text Headlines should not run over more than four lines of text. 4 Post Red always highlights the most important point 5 Balance lines of headline text Avoid unsightly gaps in headlines. Please note: • Avoid short words on a singular line of text, creating unsightly gaps • Always set We Love Delivering Typeface with 0% tracking, and make the leading the same as the point size • Keep the type to a minimum size of 16pt. Anything below 16pt is too difficult to read Typography: We Love Delivering Typeface in campaign headlines – tier 2 and 3 Allyourtravel essentials inoneplace Theeasiestwaytomanage life’severydaytask 1 Headline text left aligned 2 Recommended headline length, six to eight words 3 Headlines can be up to a maximum of four lines of text Setupin Melbourne sellin Shanghai postredhighlightsthe mostimportantpoint 4 Post Red always highlights the most important point 5 Balance lines of headline text It’sthesmall thingsthat canmakethe biggestimpact
  • 21.
    18 Typography: Tier 4 For long-termtactical communications we only use AP Letter. Principles: 1 We align our headline text left When headline text is left aligned, anchor text to the left hand side of the page where possible. 2 Recommended headline length, six to eight words Keep headlines short and sweet to ensure legibility. Aim to use a maximum of six to eight words. 3 Headlines can be up to a maximum of four lines of text Headlines should not run over more than four lines of text. Post Red always highlights the most important point Please note: • Balance lines of headline text, avoiding unsightly gaps • Avoid short words on a singular line of text, creating unsightly gaps • Keep the type to a minimum size of 16pt. Anything below 16pt is too difficult to read Tomorrow is delivering for all our customers The easiest way to manage life's everyday task 1 Headline text left aligned 2 Recommended headline length, six to eight words 3 Headlines can be up to a maximum of four lines of text Set up in Melbourne sell in Shanghai Post red highlights the most important point 4 Post Red always highlights the most important point
  • 22.
    19 Supporting our local communities Allyourtravel essentials inoneplace Allyourtravel essentials inoneplace Typography: Don’ts What not todo: 1 Don’t centre headline text Headline text should only align left or right. 2 Don’t use multiple sizes of text in a headline Headline text should be of the same consistent size. 3 Don’t add effects Don't add drop shadows or any other effects to headlines. 4 Don’t create unsightly gaps in a block of headline text Avoid single words with few letters on a line of their own, when surrounded by longer words. 5 Keep headlines to a maximum of four lines Keep the number of lines in a headline to a maximum of four lines. 6 Limit the word count to six to eight words It's a headline, not a paragraph. 7 Don't add tracking to headlines Always set We Love Delivering Typeface with 0% tracking. 8 Don't use WLD font smaller than 16pt size Anything below 16pt is too difficult to read 9 Don't run the headline across the entire width of a page 10 Don't use WLD font in sub-headlines and body copy 1 Don’t centre headline text 3 Don’t add effects 5 Keep headlines to a maximum of four lines 6 Limit the word count to six to eight words 8 Don't use WLD font smaller than 16pt size 7 Don't add tracking to headlines 4 Don't create unsightly gaps in a block of headline text 2 Don’t use multiple sizes of text in a headline Allyourtravel essentials inoneplace Senda1kg parcel anywhere inAustralia foronly$10* Takeoneandtake yourideatotheworld Useanalternate addressnearwhere you'llactuallybe, thencollect whenitsuitsyou Set up in Melbourne sell in Shanghai It’sthesmallthingsthatcanmakethebiggestimpact Takeoneandtake yourideatotheworld Afreedigitaltoolkittogrowyourbusinessonline. 9 Don't run the headline across the entire width of a page 10 Don't use WLD font in sub-headlines and body copy
  • 23.
  • 24.
    21 1 First stageof grid 4 Finished grid 2 Identified extra space 3 Moved extra space Grid system: General formats overview Our master grid for laying out brand elements has been designed to make it simple to lay out elements across various applications in a consistent manner. To make our grid system as easy to use as possible, it is made up of perfect squares. This does mean, however, that in some instances, for example A-sized applications, there may be some excess space left at the bottom of the grid. We've created a simple system using the excess space, demonstrated on the right, to enable an even border. 1 First stage of grid The grid is made up of perfect squares. 2 Identified extra space There is not enough space in the final row to form perfect squares. We can identify this as the extra space. 3 Moved extra space Move the identified extra space up two rows of squares to form an even border. 4 Finished grid Please note: This grid isn't used for document spreads or any single page literature. Separate grids have been created for these based on the same principles. All templates can be located on the Brand Hub.
  • 25.
    22 Grid system: Large formats overview Ourmaster grid system makes it simple to lay out brand elements across various sized applications in a consistent manner. Follow these rules: 1 Portrait example (tall and thin) Grid: 30 squares wide, height varies Square size: Height ÷ 30 2 Landscape example (short and wide) Grid: 30 squares high, length varies Square size: Height ÷ 30 3 Square format Grid: 30 x 30 squares Square size: Height ÷ 30 3 Square example1 Portrait example 2 Landscape example
  • 26.
    23 Modular boxes: Colour The preferredcolour of the modular boxes is white. For all print applications, the modular box is set at an opacity of 85%. Sometimes it will be necessary to slightly adjust the opacity to suit the background image. In order to meet AA Standards, modular boxes should have 100% opacity for all digital applications. For more information on modular box opacity and correct corner radius usage please refer to the Master Brand Guidelines. White (Preferred) C0 / M0 / Y0 / K0 R255 / G255 / B255 HTML ffffff
  • 27.
    24 Modular boxes: Size ofthe Brand Promise (tier 2, 3 and 4) For tier 2, 3 and 4 campaign communications, the Brand Promise is scaled to half of the height of the Australia Post logo. The important factor to consider is the height of the Hero Heart. Always make sure the one square clear space rule is applied to the baseline of the text in the Brand Promise. 50% of Postal Horn Logo one square clear space 50% of Postal Horn Logo Brand Promise size is half of the height of the Australia Post logo in tier 2, 3 and 4 communications Brand Promise in We Love Delivering Typeface Brand Promise one square clear space rule
  • 28.
    25 Timetotakeyouridea totheworld? Igenit quas idquame dolut omnis mollaudam remolo est, inisim re cor ma cullautatur. Eque pre veliquiam fugiam, eos nus etur aut volora nim nem cum harum sam culparit quam re eaquamentius exerspisqui tempore modigen di qui nobitas simaximi, qui commolo. Clear space Clearspace Modular box grid: Headline messaging (tier 2, 3 and 4) To incorporate headline messaging and body copy, keep in mind the following guidelines. The elements basically use the same composition, but there's a couple of differences: 1 The modular box is placed one square in from the edge of the layout 2 The Australia Post logo is set one square in from the modular box 3 The size of the Australia Post logo is 3x3 squares 4 Allow two squares of clear space between the logo and the headline 5 The headline font can be any size, depending on the layout and the application 6 Allow one square of clear space between the headline and the body copy 7 Allow two squares of clear space between the end of the body copy and the Brand Promise 8 The Brand Promise is half the height of the Postal Horn logo 9 Allow one square of clear space between the bottom of the text of the Brand Promise and the modular box 10 Allow two squares of clear space between the end of the headline and body copy, and the modular box 1 2 10 3 7 8 9 4 5 6 Tier 2,3 and 4 communications: Consumer, Small Business and Community 3 squares
  • 29.
    26 Our tier 2,3 and 4 Consumer, Small Business and Community campaign communications
  • 30.
    27 Wehelpmakelongdistance relationshipswork 3 squares Tier 2: WeLove Delivering communications Across all tiers, please consider the layout and required content that needs to be included. The following layouts have been designed specifically for each tier to ensure that copy, logo and the brand promise have adequate space to communicate information as clearly as possible. 1 Grid Grid templates for most common sizes of layouts can be downloaded from the Brand Hub as either InDesign or Illustrator compatible files. 2 Modular box The modular box will contain all subsequent elements. It's set one square in from the edge of the layout. 3 Australia Post logo The Australia Post logo should be three squares high and sit one square in from the corner of the modular box. 4 Headline Headlines are set in our We Love Delivering Typeface and can run over a maximum of four lines. For further emphasis, the most important part is coloured Post Red. 5 Brand Promise The Hero Heart should be 50% of the height of the Australia Post logo. For Consumer, Small Business and Community communications, the Brand Promise is based on the We Love Delivering Typeface. Please note: • The size of the Brand Promise headline is flexible depending on the format and the image selection • The headline can be reversed out of a photographic background if necessary 1 4 5 3 2 Ask us today or visit us at auspost.com.au/surprise you’llloveonline shoppingatchristmas Timetotakeyouridea totheworld? Ask in-store today or visit auspost.com.au 1 1 1 4 4 4 5 5 5 3 3 32 2 2 youloveyourmum, welovedelivering Our Mother’s Day online shopping gift guide is filled with top gift picks and special online offers to ensure Sunday 8 May is the best Mother‘s Day for you and your mum. To access the special offer codes visit auspost.com.au/mum
  • 31.
    28 Tier 3: We LoveDelivering communications For tier 3 communications, please consider the content that needs to be captured and accomodate for the extra information that may need to be included. 1 Grid Grid templates for most common sizes of layouts can be downloaded from the Brand Hub as either InDesign or Illustrator compatible files. 2 Modular box The modular box will contain all subsequent elements. It's set one square in from the edge of the layout. 3 Australia Post logo The Australia Post logo should be three squares high and sit one square in from the corner of the modular box. 4 Headline Headlines are set in our We Love Delivering Typeface and can run over a maximum of four lines. For further emphasis, the most important part is coloured Post Red. 5 Brand Promise The Hero Heart should be 50% of the height of the Australia Post logo. For Consumer, Small Business and Community communications, the Brand Promise is based on the We Love Delivering Typeface. Please note: • The size of the Brand Promise headline is flexible depending on the format and the image selection • The headline can be reversed out of a photographic background if necessary Timetotakeyouridea totheworld? Possit dem il ilist, ut etur? Borum ullenis cum es mod qui debiti aut eossin pro tores et istotat empores core peligenduci conse parciatis derum experatur soluptat. 3 squares Moretimetoenjoy yournewhome Find out more about our mail redirection service at auspost.com.au/mail-redirect Issimodigent veriandam et laceri doluptasi il ex etur minihicate in rem qui ipsum estio ea dem qui dolupti bustota delessum facerov itisquis sapisitent corepratur, sant elendaestis expliciendae nosae. Accupta consed que ide dolum voluptium hicia sed mo et fuga. Aspiciis necatiis aceperitae plabore ma digenis untis estia duciliquatum faccus nistis min re occum ipsuntis ente pre consequ amendipsapid quunt a sum quiam eataque occatur. Issimodigent veriandam et laceri doluptasi il ex etur minihicate in rem qui ipsum estio ea dem qui dolupti bustota delessum facerov itisquis sapisitent. 1 4 5 saveonstampswith mypostconcession Possit dem il ilist, ut etur? Borum ullenis cum es mod qui debiti odis aut eossin pro tores et istotat empores core peligenduci conse parciatis derum experatur soluptate vendia core prem. Nam dolorit unt omnissimolor mquia doloriorror am et adi ut et quam, velent la suntotature, itatibus prate qui site quo dolupta. 3 2 1 1 1 4 4 4 5 5 5 3 3 32 2 2 Timetotakeyouridea totheworld? A free digital toolkit to grow your business online.
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    29 Tier 4: We LoveDelivering communications Exclusive to long-term communications, tier 4 maintains the principles of tier 2 and principals of tier 3, however, does not use We Love Delivering Typeface. 1 Grid Grid templates for most common sizes of layouts can be downloaded from the Brand Hub as either InDesign or Illustrator compatible files. 2 Modular box The modular box will contain all subsequent elements. It's set one square in from the edge of the layout. 3 Australia Post logo The Australia Post logo should be three squares high and sit two squares in from the corner. 4 Headline Headlines are set in AP Letter and can run over a maximum of four lines. 5 Brand Promise The Hero Heart should be 50% of the height of the Australia Post logo. For Consumer, Small Business and Community communications, the Brand Promise is based on the We Love Delivering Typeface. Please note: • The size of the Brand Promise headline is flexible depending on the format and the image selection. • The Australia Post logo is not required for in-store collateral. Your guide to sending overseas My letters My parcels My PO Box Secure, reliable and convenient delivery 11 4 4 5 5 32 3 squares
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    30 Thank you For moreinformation please contact the brand team: brand@auspost.com.au