ATMS StyleGuide

Brand Style
March 2015
Leader of the natural medicine industry atms.com.au |

Logo (Master)
Master ‘Acronym’ (Primary)
Master ‘Horizontal with Full Name’ (Support)
There are two master logos for ATMS: the ‘acronym’
and ‘horizontal with full name’ logos.
Wherever possible the master logo should be used,
however, variations of the logo, as seen on the
following pages, can be used in certain circumstances.
The ‘acronym’ logo is the primary logo and should be
used on all corporate collateral; where viewers are
likely to be familiar with the association, and most
advertising applications. The objective is that as the
ATMS brand profile grows, its identity and meaning will
become instantly recognisable, negating the need for
the supporting ‘horizontal with full name’ logo.
The ‘horizontal with full name’ logo has been supplied
and should be used for clarity when communicating
with audiences who are unfamiliar with the Australian
Traditional-Medicine Society, and therefore, may not
be aware of what the acronym ‘ATMS’ means. Providing
the association’s name is clearly defined in its first
instance in the support copy, it is preferable to
use the acronym logo.

Horizontal Logo (Secondary Use)
Australian Traditional-Medicine Society
‘Acronym’ (Secondary Use)
‘Horizontal with Full Name’ (Secondary Use)
The following secondary logos have been supplied
and are primarily for use in advertising and
digital applications (website and EDMs) where
space is limited.
As mentioned these logos are only to be used in
the rare circumstances in which the master logo
is unacceptable.

Logo (Reversed Applications)
Reversed Master ‘Acronym’ (Primary)
Reversed Master ‘Horizontal with Full Name’ (support)
Reversing the ATMS logo should be avoided wherever
possible; ideally the logo should be reproduced on
a white or neutral background. However, in the rare
circumstances the logo must be reproduced on a dark
background the following alterations are acceptable:
- Text illustrated in white
- Hands illustrated in the lightest ‘ATMS Green’

Colours
Full colour version
COLOUR PALETTE (CMYK)
Teal
C100 M5 Y0 K47
R0 G105 B145
#006993
Spot colour version
PANTONE ‘SOLID COATED’ COLOUR PALETTE
Green
C50 M0 Y100 K0
R142 G197 B73
#8dc63f
Light Green
C34 M0 Y57 K0
R200 G222 B146
#c8df8e
Aqua
C56 M0 Y26 K0
R105 G199 B197
#65c8c6
Light Blue
C54 M0 Y6 K0
R103 G204 B232
#61cbea
Warm Grey
C3 M3 Y6 K7
R231 G229 B225
#e7e5e1
Pantone 308C Pantone 376C Pantone 374C Pantone 325C Pantone 305C Pantone Warm Grey 1 C
The ATMS colour palette below should be used in all brand executions.
As well as logo colours, a neutral warm grey colour has been provided as
part of the palette. This neutral adds warmth and an earthy feel to the
brand, which is synonymous with nature and the holistic health
care service it provides.
NOTE: While not a specifically defined brand colour, purple
tones can be used SPARINGLY as a complementary colour in
imagery and highlights.

Fonts
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
1234567890
1234567890
HEADINGS & SUB-HEADINGS:
Gotham Bold or Regular
BODY COPY:
Proxima Nova Regular
Proxima Nova Regular Italic
1234567890
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FEATURE TEXT:
Garamond Premier Pro
Medium Italic
Garamond Premier Pro
Medium
The fonts illustrated on this page are the
master fonts for the ATMS brand.
The font Garamond Premier Pro has been
provided as a feature font and can be
used SPARINGLY to highlight headings,
testimonials or feature text.

Fonts
1234567890
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MICROSOFT APPLICATIONS:
Headings:
Calibri Bold
Body:
Calibri Regular
As indicated, the Microsoft ‘Calibri’ font is
the default; this has been selected for ease
of use and to ensure consistency in all Word
and PowerPoint applications.
1234567890
1234567890
WEB BASED APPLICATIONS:
Headings:
Montserrat
Body:
Arial
1234567890
HTML EMAIL Applications:
Arial
For web, Monsurat has been selected as it
is closest to the master band font (Gotham)
with Arial as the support font.
Due to the limitations of HTML email, Arial has
been selected as it is a default font and will
ensure consistency among the vast range of
email browsers e.g. Outlook, Gmail etc.

Imagery
Images should represent professionalism
and the wide range of modalities. All modalities
are natural and focus on preventative care.
Most are scientific and evidence-based; we are
not aiming to provide a luxurious spa experience,
but instead are focused on providing practical
and positive health outcomes with highly
experienced, reputable and accredited health
practitioners.
At this stage no hero images have been
selected but a collection of images can be used
depending on the application.
As a result some images are ‘representative’ e.g.
there is no image specific to Tibetan medicine,
however, the Goji berry image is suitable for this
and other modalities such as Naturopathy.
E.g. we used this image for a student
campaign as it was suitable for the campaign’s
communication objective and target market.

Imagery Vision
As we develop more collateral we plan to bolster the ATMS image library
with more stock imagery and/or photography featuring real ATMS members.
While we have to represent all modalities, the majority of practitioners
ATMS represents are in body work e.g. Massage, and ingestive e.g.
Naturopathy and Traditional-Chinese Medicine, therefore we would rather
the focus of imagery be on these modalities, than on aromatherapy body
oils or incense, for example.
Imagery - What not to use
DISLIKES
• Day spa luxury featuring too much skin
or heavily made up models
• Medicine bottles
• Pills
• Anything too scientific
• Anything too ‘new age’ alternative -
find the right balance between
science and alternative – think holistic
professional practical health care
• Any plants showcased must have a
medicinal purpose
• No Hot Stone Massage

Imagery - Mosaics and Cropping
While medicine bottles and day spa
images are not representative of ATMS it is
acceptable to use these images sparingly in
a mosaic where the diversity of the ATMS
modalities is represented.
Images can be cropped or zoomed out to
remove or obscure the ‘dislikes’ and focus
more on the therapy. E.g. the massage
image is cropped to show less skin, make
up and day spa props and more on the
therapeutic technique.
6 Unacceptable 4 Acceptable
Cropping focuses on the the
therapeutic technique and as
a result is less ‘day spa’.
Pills are on the dislike list
however are acceptable
when they are not the primary
focus of an image.
Medicine bottle has been
cropped and greenery
showcased sparingly.

Imagery - Support Images
While medicine bottles and day spa
images are not representative of ATMS it is
acceptable to use these images sparingly in
a mosaic where the diversity of the ATMS
modalities is represented.
Images can be cropped or zoomed out to
remove or obscure the ‘dislikes’ and focus
more on the therapy. E.g. the massage
image is cropped to show less skin, make
up and day spa props and more on the
therapeutic technique.
Imagery - Earth Tones
While most images are clean, fresh and
professional the intention is also to bring more
earthy tones into the brand including neutral
colours, wood and natural fibres.
As we bolster the ATMS image library these
images will be included.

Branding Element - ‘Flower of Life’
The proposed branding pattern is an interpretive
adaptation of a sacred and geometric pattern,
known as the ‘Flower of Life’. The lotus flower
visually expresses harmony, balance and the
connective web of life. This symbol strongly
connects to the ‘ATMS petals’ featured in the
ATMS logo. The pattern also provides a ‘grid’ to
showcase a range of modalities and removes the
reliance on a hero image.
Full colour applications
The branding pattern is very flexible and can be
adapted in a number of ways across multiple
platforms (examples included on following pages).
However, it is important to note the pattern
should be used SPARINGLY and DOES NOT need
to be used in every piece of collateral as it simply
informs the corporate/master brand. The pattern
should NEVER dominate or detract from the main
communications message/objectives.
Neutral applications
SOLID
OUTLINE
SOLID
OUTLINE
As discussed in the image section, the challenge
with imagery is to showcase the breadth of the
modalities ATMS represents. The ‘Flower of Life’
pattern provides a mosaic device to represent
a number of images at once, showcasing the
integration and diversity of the association
(examples included on following pages).

Language
Tone
All written communications should use plain English in a professional,
yet friendly, warm tone. The language should be positive and reinforce
ATMS’ position as the trusted leader of the natural medicine industry,
imparting the nurturing holistic health services members provide.
Depending on the communication piece the tone may change e.g. it will be
more conversational and informal with open ended questions on social media,
whereas on the website it will be a little more formal.
Tagline
Leader of the natural medicine industry
This is a strategic message to be incorporated wherever possible. For emphasis
the tagline should appear on a green band at the bottom of artwork.

Language
BRAND: ATMS or Australian Traditional-Medicine Society
DICTIONARY: Australian Oxford or Macquarie
NUMBERS: spell out one to ten, 11+ in numerals but retain consistency in a
sentence; 5,000, 10,000, 50,000. For ages use numerals: 5 years old, 12 years
old, use numerals for time e.g. 5 hours, 3 years. Australian dollars e.g. $2,000
(all numerals with comma) $2 million (with space)
MEASUREMENTS: e.g. 1 metre, 2 kilometres, 20 km, 1 kg, 20 kg
(singular if abbreviation kg used)
DATES: e.g. 20 May 2000
AUSTRALIAN SPELLING: e.g. -our, -ise, -yse, -re
COMPASS DIRECTIONS: e.g. South-East
TIME: 1 pm (with space). Please use 12 hour clock with am/pm rather than a
24 hour clock
CONTRACTIONS: it’s, they’re, we’re
MINIMAL PUNCTUATION: hyphenation, capitalisation and abbreviation
see style sheet grid for examples. All modalities to have initial capitals.
HYPHEN: - shortest dash (prefixes, suffixes, compound)
EN RULE: – Longer dash for linking device for figures and times and further
explanation, to replace parentheses) 10.00 am – 11.00 am, 21 cm – 25 cm
QUOTES: “Double quotes for speech.” Quote within a quote or to
highlight a word or phrase use ‘single marks.’
TITLES: Prime Minister, job titles initial lower case unless a specific
person’s name is mentioned e.g. chief executive but Chief Executive
Peter Davies
PERCENTAGES: 1% or 1 per cent
BULLETED LISTS: lower case letter following bullet,
no semicolon (;) at the end of the bullet e.g.
• at the start
• at the end
ITALICS: for names of works of art, books, exhibitions, songs,
concerts, foreign words, word emphasis
COMMUNICATION/S: A person with communication skills is good
at expressing ideas so that others understand them. A person with
communications skills is good at working with such systems as email,
television, etc.
Plurals and possession: your business’ (not your business’s)
TRADITIONAL-MEDICINE (always hyphenated)

Language
A
and (spell out, not in a
sentence unless part of a
proper noun)
B
Board of Directors (the Board)
C
course
college (only capitalised if with
a name of a specific college)
coordinator
D E F
focused
full-time
G H
Homoeopathy
must be spelt this way
I J K
kg and km (not kgs or kms)
L
M
marketing
marketing strategy (l.c.)
managing director
modalities
(initial cap i.e. Massage)
N
natural medicine
not-for-profit
Naturopathy
Nutrition
O P
project management
(in body copy but initial
caps in heading)
part-time
Q R
S
Shiatsu
T
Traditional-Chinese Medicine
(initial caps, hyphens)
U
university
(unless a specific university
name i.e. Sydney University)
V W
Western Herbal Medicine
XYZ

PowerPoint Example (neutral)
The neutral branding application has been supplied
to provide a ‘softer’ and potentially ‘corporate’
application of the brand as it will not always be
suitable to showcase the full range of ATMS colours.
The softer colours downplay the branding pattern
whilst maintaining the connection to the logo petals
and mosaic device.

Word Document Examples
SAMPLE HEADING
Page Subheading
Sample heading [Heading2-No Number]
Wis exeriure magnis ero od eui tat. Duis ad esecte eugiat. Laortion ea feugiamet do dolore
velessectem aci tet luptatin hent ulla feuisim vel enim venit acidunt nullamcore volor sim in er
iriuree tumsandreet, velendreet etue dolorper alit lam quatie ver aut ing er sent .
Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut
aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit
esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et
iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla
facilisi.
facilisi.
Utpat nonse dolent ulla faciliquat, suscipit wisis esequis at, veliq3uam vero conse tie faccummy
nonse con eugiatuerci tat venibh eugiam, vent augait eu faccumsan ullandre ea at. etue
dolorem doluptate duisi. Wis exeriui tat. Duis ad esecte eugiat. Laortion ea feugiamet do
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tinc
idunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minimquis nostr ud exerci
tation ullamcorper suscipit lobortis nisl ut aliquip ex ea coo consequat.
aliquip ex ea commodo consequat. m dolore eu feugiat nulla facilisis at vero eros et accumsan
et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait
nulla facilisi.
POLICY GUIDELINES
POLICY GUIDELINES [HEADING1]
Page Subheading
Preamble [Heading2-No Number]
velessectem aci tet luptatin hent ulla feuisim vel enim venit acidunt nullamcore volor sim in er iriuree
tumsandreet, velendreet etue dolorper alit lam quatie ver aut ing er sent .
Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip
ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse
molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio
dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
Aim [Heading3-No Number]
Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip
ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse
molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio
dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
Definitions [Heading3-No Number]
nonse con eugiatuerci tat venibh eugiam, vent augait eu faccumsan ullandre ea at. etue dolorem
doluptate duisi. Wis exeriui tat. Duis ad esecte eugiat. Laortion ea feugiamet do
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tinc idunt
ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minimquis nostr ud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip ex ea coo consequa
2
1. BULLETS NUMBERED
BULLETS
1.1 List Bullet Points:
Bullet points have three levels:
n List Bullet One
− List Bullet Two
• List Bullet Three
1.2 Numbered Bullet Points:
Numbered points have three levels:
1. Number Level One
a. Number Level Two
i. Number Level Three
2. TABLES
Table headings to be as per Heading 3 (with or without numbering).
Text Here Text Here Text Here
Hello Hello Hello
Single Page Template Two Page Template

Word Document Examples
PAGE
HEADING
[TITLE PAGE]
[Subheading Cover]
Report prepared by:
Mellanie Wulf
0/00/0000
3
TITLE TO GO HERE 5/03/2015
SAMPLE HEADING
[HEADING1-NO NUMBER]
Page Subheading
velessectem aci tet luptatin hent ulla feuisim vel enim venit acidunt nullamcore volor sim in er
iriuree tumsandreet, velendreet etue dolorper alit lam quatie ver aut ing er sent .
facilisi.
facilisi.
nonse con eugiatuerci tat venibh eugiam, vent augait eu faccumsan ullandre ea at. etue
dolorem doluptate duisi. Wis exeriui tat. Duis ad esecte eugiat. Laortion ea feugiamet do
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tinc
idunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minimquis nostr ud exerci
tation ullamcorper suscipit lobortis nisl ut aliquip ex ea coo consequat.
aliquip ex ea commodo consequat. m dolore eu feugiat nulla facilisis at vero eros et accumsan
et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait
nulla facilisi.
Report Template - with cover

Social Media Examples (Facebook)

Social Media Examples (Twitter)

Social Media Examples (LinkedIn)

Advertising Examples (Full Page)

Advertising Examples (Half Page)
Looking for a trusted
and professional natural
medicine practitioner?
Leader of the natural medicine industry
.com.au/find-a-therapist
The Australian Traditional-Medicine Society (ATMS)
proudly represents over 12,000 natural medicine
practitioners in 27 different modalities.
To be approved as a member, every ATMS practitioner
is individually assessed to ensure the high standards of
ATMS are satisfied.
To find an ATMS practitioner near you visit:
atms.com.au/find-a-therapist
1800 456 855 | atms.com.au |Leader of the natural medicine industry
The Australian Traditional-Medicine Society (ATMS) proudly
represents over 12,000 natural medicine practitioners
in 27 different modalities.
To be approved as a member, every ATMS practitioner is individually
assessed to ensure the high standards of ATMS are satisfied.
To find an ATMS practitioner near you visit:
Looking for a trusted
and professional natural
medicine practitioner?

Welcome to ATMS, leader
of the natural medicine industry.
Web Banner Examples
Welcome to ATMS, leader
of the natural medicine industry.
Welcome to the Australian
Traditional-Medicine Society
leader of the natural medicine industry

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