Style guide - Weavers · 2019. 7. 15. · 2 Weavers Style guide The Weavers brand is crucial to how we present ourselves to others, and how we connect with the people that we work

Weavers Style guide

Style guideHow to design and write things for Weavers

2 Weavers Style guide

The Weavers brand is crucial to how we present ourselves to others, and how we connect with the people that we work with and for. We want carers and their loved ones to feel like Weavers is something unique that they feel connected to. The brand is an important way of communicating Weavers values.

Carers are constantly bombarded with services.Traditional service language can be formal and cold, full of eligibility criteria.

Often service language can miss out on the human side and genuinely connecting with people. We believe that presenting ourselves in a warm and friendly way should help people understand what makes Weavers different and how it could help them on their caring journey.

In the following pages we share a basic brand manual. We introduce how to use the logo, Weavers colours, backgrounds, fonts, language, images and graphic elements.

The brand

Support along the caring journey


The Weavers logo has three central elements:1. Patch2. Name3. TaglineOn the right you can read the detailed description for each of these elements. The lay-out of these elements could be in horizontal or vertical, as presented on the right.

The Logo (I)

1

3

PatchThis represents the different things that a Weaver ‘weaves’ around people in caring relationships.

2 NameWeavers are people who’ve been there and get it, they work individually and as a community to weave and create stronger stories for more carers across Australia.

TaglineThe logo can work with the tagline or without the tagline gives context to how we work and what we do.

Horizontal lay-out:

Vertical lay-out:


The Weavers logo should always be in Weaver Purple (as shown in page 3) or white on a Weaver Purple background (as shown on the right).

On the right, we share the shapes in which the logo can be placed to present it in different ways.

The Logo (II)


Don’t:• Stretch, skew or make the logo random colours• Change the size of the patch or name• Create more distance between name and tagline• Change the size or position of tagline• Use a different colour background• Use a different colour logo

We recommend not using a logo smaller size than the one indicated below:

The Logo, don’ts! (III)

Support along the caring journey

At least 37mm or 104px across


Colours Weavers colour pallete uses purple as the primary colour and teal as the secondary colour. Yellow and blue are used to highlight content.

Primary colours Secondary colours

Highlight colours

Pantone: 254C

Print (RGB):146/39/143

Digital (CMYK):54/93/0/0

Pantone: 274C

Print (RGB):198/95/160


Pantone: 2623C

Print (RGB):93/17/91


Pantone: 7716C

Print (RGB):31/168/165


Pantone: 7475C

Print (RGB):0/120/122


Pantone: 115C

Print (RGB):255/208/0


Pantone: 7409C

Print (RGB):241/174/15


Pantone: 7689C

Print (RGB):0/137/192


Pantone: 7686C

Print (RGB):0/81/146



Backgrounds

There are four kinds of backgrounds you can use, as shown on the right and described below:

1. Cardboard: the carboard image with a brown transparent mask on top.

2. Speckle: the vector with the black dots on a white background.

3. Colours: using one of the two colours below in 20% Tint.

4. Speckle + colour: mixing the resources 2.Speckle and 3. Colours.

3. Colours 4. Speckle + colours

Pantone: 254C

Print (RGB):146/39/143


Pantone: 7716C

Print (RGB):31/168/165


1. Cardboard 2. Speckle


Fonts

There are three main fonts that are used in Weavers materials:

- Caecilia Com Bold Italic - Blokletters Viltstift- Helvetica Neue Light & Bold

Caecilia Com is used for headings and to highlight key messages

Blokletters Viltstift is used for things said in people’s voice, like instructions or a quote

Helvetica Neue Light is used for main body text in all our documents. So anything in paragraph form in a brochure or document should be set in this type. The default size is 11pt and 15 leading.

Subheadings Helvetica Neue BoldYou can also use Helvetica Neue Bold in text for subeadings.


When you’re caring things come

at you pretty full on. It can feel like your

head is spinning.- Colin

Our Weavers showed us a wonderful example of what you can achieve. They’ve really opened up our world and given us

more confidence.- Avis

Weavers are people who have experience caring for a loved one. They’ve been

there. They get it.

They walk beside people to help them regain a

sense of control.

Read about how it works on the back

We know caring can be tough

Fonts in actionBROCHURE

Main text in Helvetica Neue, always above 11pt.

Voice of real people in Blokletters. Wherever you can use quotes from people, if need call Weaver volunteers or carers to gather them. Try to make quotes punchy, such as the one used on the carers recruitment leaflet on the right: “When you’re caring things come at you pretty full on. It can feel like your head is spinning”.

2.3.1. Finding carers-1.Carer recruitment flyer-horizontal.pdf

2.3.1. Finding carers-1.Carer recruitment flyer-horizontal.pdf


Fonts in actionHEADING OPTIONS

How it worksThere are different ways to draw out headings in:• Option 1: use Caecilia font in white and use the purple background.• Option 2: use Caecilia font in black with a purple dash underneath.• Option 3: use Caecilia font in black with the brown paper background.

Heading option 1

Heading option 2

Heading option 3


Language

Use language that speaks to the person in a frienly wayavoid using formal language that they would see on other forms like instead of “client history” write “A little bit about their situation”

Ask questions instead of having headings like “their story” “could you tell me a bit about your caring story”.

You can read examples of language use in the image on the right.

2.3.2. First meet with the carer - 4.Learning about your caring journey3.pdf


Images

We use cut out images to go with the personal handmade feel. The cut out is not too precise and uses the object style “Object white outline”.

You can also find additional imagery to visualise parts of documents like using an old style phone near the contact information or a cut out plate of food for lunch. Just do a quick google search to find an image! Make sure you have the permission to use them and if mentioned, credit the photographer.

Cut out photos look best on textured or coloured background.

Where we can, we try to use full bleed images.


Graphic Elements (I)

Weavers walk beside people to help them

regain a sense of control

When you’re caring things come at you pretty full on. It can feel like your head is spinning.

- Colin

We’re looking for volunteers!

Navigating and negotiating services

You just

don’t know what’s out there and how to get it

Shapes are generally bumpy and imperfect. All have a drop shadow:- mode: multiply.- opacity: 25%.- distance: 1,764mm- angle: 135º

Use different shapes for different purposes:- note with tape for a punchy key message- speech bubble for quotes only- circles or rectangles to draw out a point

Use yellow to make things stand out. But use it sparingly in one spot on a page, where you want eyes to go first.

Can you tell me a bit about your journey of caring so far?


Graphic Elements (II)

We use these shapes in the last page of leaflets and documents. They can be a dividing element to place the contact details below.

See an example on how we have used the element in the “What is Weavers leaflet” on the right.

A new and proven model of 1:1 peer support. Ready to run in your organisation

Look for more information on our website weavers.tacsi.org.au

Contact us by phone 08 7325 4994 or by email [email protected]

The Australian Centre for Social Innovation (TACSI) partners with government, not-for-profits, philanthropy and business to develop and spread innovations that change lives. We believe the best solutions emerge from working with the people facing the challenges we’re trying to resolve.

Weavers by The Australian Centre for Social Innovation is licensed under a Creative Commons Attribution 4.0 International License.

1. About Weavers-1. Leaflet- what is Weavers.pdf


Graphic Elements (III)

We use these shapes to share quotes of carers and Weavers volunteers that we have been involved with. You can use the different Weaver colours as shown in the example below.

1. About Weavers-1. Leaflet- what is Weavers.pdf

Weavers Style guide

If you have any questions or feedback please contact us at [email protected] Weavers by The Australian Centre for Social

Innovation is licensed under a Creative Commons Attribution 4.0 International License.

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Style guide - Weavers · 2019. 7. 15. · 2 Weavers Style guide The Weavers brand is crucial to how we present ourselves to others, and how we connect with the people that we work